UNIV OF MD COLLEGE PARK
NATIONAL uPANY, INC
GE
10 ROCKf A' YORK, N, Y
Digitized by the Internet Archive
in 2013
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PLAZA
magazine radio and 1 advertisers use
'ti> JULY 1955
F'9* per copy •'S per year
Vhy this Tremendous Growth in the Use of Spot TV?
: .no
1.750
I 500
I 000
1948
1949
1950
1951
1952
1953
1954
1955
Number of Advertisers Using Spot Television, 1st Quarter of each year (Rorabaugh)
MOST advertising media have nice gradual
growth patterns. But not Spot Television.
It took off like a rocket, has been spurting by
loaps and bounds ever since. For good reason :
The history of the Spot TV advertiser is that.
onee he has tested the medium, he expands his
use of it, and does his best to keep the profitable
results under wraps. When he tries it, the ad-
vertiser who has yet to experience the power of
this medium will find it has the following
characteristics:
I- Flexibility— in expenditure per market,
choice of station, market, time periods, and
programming, and in contract requirements.
2. Adaptability-with Spot TV you can take
full advantage of the wide variance in re-
gional viewing habits to reach the aud
types you want under the conditions you
want.
3. Merchandisability-Spot Television is a
favorite advertising medium of the district
manager, the wholesaler, and retailers in
ev,ry field. And TV station management
follow-through with these groups helps
make a campaign doubly effective.
To the ad tted in the «h.
Congratulations on picking a winner.
To the eel/- <>»<•.< who'll push the line even hiir
We look forward to telling you the full story of
Spot Television and helping you make it work.
Edward Petry & Co., Inc.
NEW YORK • CHICAGO • LOS ANGELES • DETROIT • ST LOUIS • SAN FRANCISCO • ATLANTA
9th
FALL FACTS
BASICS
TOP ARTICLES
Including for firit time lpot
expenditures of top advertisers
and these six mo|or sections:
SCCTIOI
I
SETIOI
2
ii i i \ i-m»\
SPOT NETWORK
PAGE 64* PACE 86*
i
I I 1 I \ l-M>\ BAS!< -
STARTS PACE I 13
3
Fii m i»\»n 9
START* PAGE 133
4 RADIO
SPOT NETWORK
PAGE 134* J PAGE 170:
ICCTION
5
■Bcnoi
6
IMIHI) lt\M< -
STARTS PAGE 163
I 1 Ml B1 MM. BASK 3
STARTS PAGE 208
predictions
apfx-.
Ye Qfa&A FIRST ' Sfedvrtt&n Qfa/u
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CHANNEL 6 -RICHMOND, VIRGINIA
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MAXIMUM POWER
100,000 WATTS
wm
-RlCHAtONEffiP
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HAVENS & MARTININC
t he souths first television "station
MAXIMUM HEIGHT
1,049 FEET
REPRESENTED NATIONALLY BY BLAIR TV INC.
~1
89 °0 of stations
want tv set count
Color facil-
ities growing
ABC plan for
night radio
Storer has big
spot sales team
NBC TV's "comic
stable" plans
Less animation,
more "live"
Special "Fall Facts Basics" survey of all U.S. tv ou' up
fact that broadcasters consider market-by-market tv Bet count one of
industry's most pressing needs. Survey showed: 44% of statio:.
sider project "urgent" ; 45% consider it "important"; and only 11
consider it "unnecessary" project. See page 68 for de' . .
-SR-
Same study also shows latest growth of tv color facilit. ,ng tv
stations. Equipped now for network color: 62%; by the end of 1955:
an additional 13%. Equipped for color film now: 17%; by the end of
1955: an additional 10%. Local color facilities lag behind; som-
of stations are equipped for local color telecasts. By the end of
'55: 2% more. For more on study, see page 70.
-SR-
"Saturation radio" is gaining firm foothold at network level.
Radio has unveiled new sales plan whereby 28 5-minute periods in
week night schedule will be sold to advertisers in groups of 10, 15,
20 or 25. It's not participation plan. Price per segment (in lots
of 10 shows) starts at $750. There are no additional discounts, no
limit to length of schedule. ABC claims plan is more than twice as
efficient as magazines in reaching households, more than 4 times tv.
-SR-
Reorganization, expansion of national sales force gives Storer S* -
tions biggest such unit in spot field. Group has regular nation
reps (Katz, Blair, NBC Spot Sales) but also has key sales executives
in New York, Chicago, San Francisco. Team is headed by v. p. and
National Sales Director Tom Harker, National Sales Manager Bob Wood
(N.Y.). Gayle Grubb heads San Francisco office. Lew Johnson, Paul
Evans manage Chicago branch.
-SR-
New NBC TV "countrywide search for promising new, young comedians"
accomplishes 3 things: (1) keeps active reserve of comedy talent to
replace those network-packaged comedy shows whose ratings are sag-
ging; (2) keeps talented newcomers out of reach of CBS and ABC tv
webs; (3) builds another hedge against "fee tv" by developing new
program formats. NBC TV also has parallel program to uncover new
comedy writing talent. Plans are under direction of program de-
velopment chief Leonard Hole.
-SR-
Big rush into animated cartoon commercials in wake of upped Screen
Actor's Guild union scales in 1953 has been slowing noticeably, film
producers report. Sponsors have learned it's hard to find sub-
stitute for effective personal demonstration by "live" personality.
Day of "big cast" commercials is over; they've too expensive. Trend
is to fewer, and better, film commercial personalities.
SPONSOR. Volume 9. N'o. 14. 11 .Tulv 10" Published biweekly bv BPONSOB P ' F^tecullTe. Editor^ --tiUUoo Ofllcw. 40 E. 49th Bl
York 17. Printed it 3110 Elm Are.. Baltimore. Mil S< t year in I'S !9 elsewhere. Entered ai second claai matter 29 Jan 1949 a: Baltimore poBteOr* under Act of t Mir. lfTt
REPORT TO SPONSORS for 11 July 1955
Web radio
rates watched
Farm tv level
rising fast
Syndicators
get voice
'Co inside" for
tv commercials
More Negro,
Spanish radio
Nielsen measur-
ing British tv
Nestle looks
at ad results
Admen are examining recent trend to single rate among radio webs to
see actual effect on costs. It's final cost rather than single rate
which is important. CBS Radio's new rate card, now being worked out
in detail, will have slight effect on costs, other than 5% increase
in weekend rates. However, new MBS card provides cost reductions at
night of from 10 to 30%. NBC Radio is being watched carefully; it
is reexamining entire rate structure.
-SR-
Level of tv saturation on U.S. farms is rising more rapidly than is
national tv saturation, SPONSOR "Fall Facts" checkup among networks,
independent researchers shows. Since a year ago, percent of farms
with tv receivers has shot up 21% ; today, about half of all farms
can be reached with tv. Farm program tastes run close to those of
urban cousins, but with less interest in sports events and more
interest in special "farm news" and marketing programs.
-SR-
Long-awaited tv film distributors association, now being mapped out,
will provide syndicators with official voice, for first time. Steer-
ing committee is working up details for charter, rules of procedure,
budget. Heading committee is Dwight Martin, General Teleradio, with
the following aiding him: Ralph Cohn, Screen Gems; Frank Reel, Ziv ;
Lou Friedland, MCA; Jay Williams, Official; Ned Koenig, Roach; Saul
Konkis, Studio Films; Dave Savage, Guild.
-SR-
Tv commercials can be more effective, researcher Horace Schwerin
feels, if camera is taken "inside" product or area in which product
works. In case of 2 rival drug products, one commercial showed
static "medical chart" of human system; in other, similar chart was
used but with animation to show how remedy worked. Rembrance was
twice as high for second commercial. In case of packaged meat
product only 3% of audience remembered point of "choice center cuts"
orally; 48% remembered when drawing of steer was animated.
-SR-
Two most talked-about radio specialties among timebuyers, reps are
Negro-appeal radio and Mexican-American radio, "Fall Facts" checkup
by SPONSOR found. There are now some 600 stations airing Negro
shows, about 140 with Spanish language. Newest trend: many inde-
pendent outlets are easing out of other language programing (Polish,
Italian, French, German) and are substituting Negro or Spanish radio
stanzas. List of advertisers buying includes most of blue-chips.
-SR-
British admen have been receiving briefings this month from Nielsen
executives (including Art Nielsen himself) concerning latest
applications of tv audience research data to marketing problems.
Nielsen's British branch is now measuring viewing in London area,
using Audimeters (for minute by-miiute data) and Recordimeter-diary
combination (for cumulative audiences, composition, etc.). Some 600
homes are in London sample. British NTI reports will be similar to
those produced by Nielsen covering U.S. viewing.
--SR-
Correlation between ad expenditures and results is getting hard look
from Nestle, which has had tremendous growth in advertising dollars.
Faith in advertising-results correlations is rare among national
advertisers, SPONSOR found during All-Media Evaluation Study.
SPONSOR
316,000 WATTS
WGAL-TV
NBC CBS DuMont
And, it's the advertising story of the year.
Here are more than three million people
with $5Vi billion to spend. And one station
— WGAL-TV — reaches this vast audience
for you. No time to waste — start your
product success story in this market now.
STEINMAN STATION
Clair McCollough, Pres.
LANCASTER, PA.
Channel 8 Mighty Market Place
Representatives:
MEEKER TV, INC.
New York • Los Anqeles • Chicago • San Francisco
Harrisburg
Reading
York
Lebanon
Hanover
Pottsville
Gettysburg
Haileton
Chambersburg
Shomokm
Waynesboro
Mount Cormel
Frederick
Bloomsburg
Westminster
Lewisburg
Carlisle
Lewlsfown
Sunbury
Lock Haven
Martinsburg
Hagerstown
11 JULY 1955
advertisers use
ARTICLES
The top tv and radio trends this fall
Culled from the 304 pages of the Fall Facts Basics issue, here are the most
important trends for fall radio and television in digest form
" fly advice on fall buying" — network heads
The heads of television and radio networks tell admen what they regard as
best buys for fall and which developments are most important to watch
Spot tv and radio budgets of major advertisers
For the first time, SPONSOR has compiled 1954 spot tv and radio dollar
expenditures of major advertisers, prints them side by side with spending in
four other major media (network tv and radio, newspapers, magazines)
44
46
49
DEPARTMENTS
TIMEBUYERS
40 EAST 49TH _.
AGENCY AD LIBS
6
10
16
NEW & RENEW 23
MR. SPONSOR, Roger M. Greene 28
SPONSOR BACKSTAGE 30
AGENCY PROFILE, T. J. Grunewold 34
TOP 20 FILMS _ 36
NEW TV STATIONS 40
SPONSOR SPEAKS 304
"My advice on fall timebuying3" — rep executives
SPONSOR offers the thinking of 16 executives of station representative firms
who give tips on fall buying for radio and television advertisers
I 'his is local programing 1955
You'll see where local television and radio programing is headed as you study
these charts drawn from SPONSOR'S "Buyers' Guide to Station Programing"
Hon- B&M set about testing tv
Reported exclusively in SPONSOR for ihe past six months has been the unique
Burnham & Morrill test of television using a small market where sales were
low and adding only television as a new factor in marketing
Timebuyers and their accounts
List of New York agency timebuyers gives accounts of each buyer. Chicago,
West Coast and other area buyers will be listed next issue (25 July)
COMING
Should commercials entertain?
Noble-Dury agency, Nashville, believes television commercials should entertain
as well as sell in order to hold viewer attention. This is how their philosophy
has worked out in practice for accounts ranging from meat packer to candy 25 Jtllu
52
54
56
57
Editor and President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Vice President-Genl. Manager: Bernard Piatt
Vice Pres.-Advg. Director: Jacob A. Evans
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfred J. Jaffe
Associate Editor: Evelyn Konrad
Department Editor: Lila Lee Seaton
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Joe Csida
Editorial Assistant: Florence Ettenberg
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Edwin D. Cooper
(Western Manager), Allan H. Giellerup
(Southwest Manager), Arnold Alpert (Mid-
west Manager), John A. Kovchok (Produc-
tion Manager), Charles L. Nash
Circulation Department: Evelyn Satz (Sub-
scription Manager), Emily Cutillo, Morton C.
Kahn, Minerva Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Eva M. Sanford
Secretary to Publisher: Janet Whittier
ISA M's tv test nears its close
With next issue results in B&M television test will be virtually all in. Report „^ _ -
will cover 25 weeks of the scheduled 26-week tv test £** «*M'M
0oiv to make the switch to filter tip
This is what happened when an established conventional cigarette converted to
a filter tip accompanied by heavy air advertising. A SPONSOR analysis that
takes you into the thinking of important advertising decision-makers <&5 -fll/lf
Published biweekly by SPONSOR PUBLICATIONS INC.
comb tned I with TV. Executive ^orl*'; C'T' M*? U£?
Advertising Offices 40 E 49th St (49U, & Madison).
Nan York 17. N. T. Telephone: MLrcay Hill t-KU.
a Jo Office: 161 E. Grand Ave. Phone: Superior
7 9SM. Los Angeles Office: 60S7 Sunset Boulevard^
Phone: Hollywood 4-8089 Printing Office: 3U0 E\m
Ave.. Baltimore 11. Md. Subscriptions: United State.
18 a vear, Canada and foreign S9. Single copiet 50c.
Printed in U.S.A. Address all correspondence to 40
E 49th St New York 17. N. Y. MUrray Hill 8-2nJ.
Copyright 1955. SPONSOR PUBLICATIONS INC.
KTHS
(LITTLE ROCK)
SAILS INTO Cove, TOO!
Advertisers on 50,000-watt KTHS get a lot more than
Metropolitan Little Rock. They get cover-
age throughout most of Arkansas.
KTHS drops a strong anchor in Cove, for example.
This little West Arkansas town has only 482
people — but combined with thousands of
other towns and villages and farms, it helps
account for KTHS's daytime coverage of
more than 3-1/3 MILLION people.
In Arkansas, KTHS is the BIG radio valut
Basic CBS in Little Rock.
-KTHS,
KTHS
50,000 Watts
CBS Radio
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
Represented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
MO.
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• UTTU
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Th. Station KTHS daytime primary '
hat • pavulatia* •( I.0O2.7M ■«•*■*. •( »»•• aw
100.000 it nat m*haj primary da>1l«if wnrler fraaa
any othw radia «tatio* . . . Otjr iat*rfareae»-fr*#
daytime eovtragt area has a papulation af 3.372.*13.
Volume 4: The 4th year
Chapter I: Summer 1955
KBIG celebrates 3rd birthday June 1 with
I Id advertisers, 1955 running 22% ahead
of an excellent 1954.
RAB awards plaques in annual "Radio
(.ets Results" contest. Three go to South-
ern California — all to KBIG, honoring
Sturdy Dog Food (Morning News) , Sak-
rcte Readymix Cement (Noon News) ,
Trewax Floor Wax (Spots) . In 1954 also,
KBIC was the only Southern California
station honored in this competition.
L.A. Advertising Women award Annual
Frances Holmes "Lulu" to writer Margee
Phillips for creative advertising writing
(I'on's Grocery Homemakers News).
Radio-Television News Club of Southern
California awards KBIG news director
Larry Berrill "Colden Mike" trophy for
Most Enterprising News Show. For 3rd
consecutive year KBIG is only Indepen
dent Station to receive a Golden Mike.
Summer ratings repeat Winter story: Of
only 4 stations powerful enough and
popular enough to cover all Southern
California, as measured by key markets
Los Angeles and San Diego, KBIG, the
only Independent, delivers by far the
greatest number of listeneis per dollar
invested.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
liirtip
oil
\)
Don Atnsden, Allen & Reynolds, Omaha, Neb.,
leels that the greatest opportunity in radio is
being overlooked — weekends. For clients whose
natural interest lies in reaching the family as a
group weekends, he feels, are particularly
valuable. He says that clients tend to over-
emphasize the "golden hours" of early morning.
"The competition is terrific and so is the 'din'
created by close spotting. But weekend radio, espe-
dally in this inland region of the Midwest, with
its opportunity to reach the family at its leisure
is \ cry attractive — especially suited to the use
<>i saturation spot packages. Station rate cards are
finally shaping up in a new form which includes
more and more attractive packages — combina-
tions of minutes, chainbreaks and l.D.'s for clients."
Peter M. Karduvh. Foote, Cone & Belding,
New York, makes these predictions for 1955:
"A lot of c'ients and agencies may be surpised this
lull and winter as color set sales and circulation
really get under way. Most of the manufacturers
have announced definite /dans for color sets,"
says he, "available late this summer at prices around
$700 and S8G0. Remember the days when a black
and white set cost over $400? People bought,
and that was when the number of available programs
acre a third compared with today. The upcoming
liar' between CBS TV and NBC TV for spectac-
ular supremacy will ie won by the viewers. The
trend toward the magazine concept will grow since
only a few giant automotive and soap companies
can afford week to week exposure."
Sam B. Yitt, Biow-Beirn-Toigo, New York, says
that the magazine concept of tv programing has
decreased the importance of personality selling.
"There's no longer any exclusivity," says he. "The
Garroways and Gleasons sell for any and every-
body who buys their program. In our opinion,
this does not enhance believability. And the result
is that the viewer, more than ever before, has to
be reai hed by the merits of the product and not
the aura of the personality. IT e feel that this makes
for a new trend toward spot tv. The key to
moving products for many clients, and especially
in large market arras, today is penetration
rather than personalities." There have been
studies showing for some products personalities
increase sales. But were these studies recent?"
SFONSOR
I
NEW YORK
BOSTON
BUFFALO
CHICAGO
CLEVELAND
PITTSBURGH
MINNEAPOLIS
SAN FRANCISCO
SEATTLE
HOLLYWOOD
LOS ANGELES
DETROIT
DALLAS
ATLANTA
CAMPBELL SOUP COMPANY
I ampht-W i s.in/11
" Lassie"
"Campbell Star Stage" (starting Sept. 9)
DE SOTO-PLYMOUTH DEALERS OF AMERICA
"You Bel Yuur Life " -.t.irnnK Groucho M.ir\
E. I. DU PONT DE NEMOURS A CO. (INC.)
"Cavalcade of Am»-n< .1 '
GENERAL ELECTRIC COMPANY
"The General ElflClllC Theater"
GENERAL MILLS. INC.
Befij ( r... k.r ( „k. \l,x. 1. nlhrr (.rnrral WiH. Vr„.l». I.
"Bob Crosby Show' legment)
"Robert i) Lewis" (segment!
"Mickey Mouse Club" segment)
■ Lone Ranger" 1 iimmi nl
"The ( leorge Bums & Grade Allen Show■'•
(start iriR Od
THE B. F. GOODRICH CO.
/ w. -•..,,, r ;„/,./. .. /,>,,
"The George Burns 8 Gracie Allen Show"*
LEVER BROTHERS COMPANY
■>»'/" tll-furi DfUnmni
"Art Linkletter'a House r u
MINNESOTA MINING & MANUFACTURING COMPANY
"SeOlek" lir,,n.l I , U.,,,1,.1,,. 1 apr. I>,hrr.
"Arthur Godfrey Time" (segment)
REVLON PRODUCTS CORP.
'Salln-Si 1
11.. 964 000 Question" (segment)
"The Johnny Canon Show" iso«ment)
UNITED STATES STEEL CORP.
el Hour"*
WILDROOT COMPANY, INC.
' It lldrOOt I r.-am Oil"
"Bohin Hood" -.i.irting SeptemN
RADIO
BRISTOL-MYERS COMPANY
"Bon" /I. .../.. rnnl
"Arthur Godfrey Time" -i-cment)
DE SOTO-PLYMOUTH DEALERS OF AMERICA
You Bet ,> mcho \l.ir*
GENERAL MILLS, INC.
11,1 1 x ( r„, k.r I „k. Wit. -.. ..Irtr, I ..„.,., 1 \j , 1 1 . fr.^Mrff
"\xyrw I {.in ■
LEVER BROTHERS COMPANY
"Surf lll-l'ur/ DrtarvaJ
Art Linkletter 1 Hon
MINNESOTA MINING A MANUFACTURING COMPANY
' V..f./i" Hrnn.i t .llnphanr Tnp*. Othrri
Arthu- lent 1
■Mtem.ite weeks
BATTEN, BARTON, DURSTINE & OSBORN, INC.
11 JULY 1955
Harvest
Each year America's rooftops yield
a new harvest— a vast aluminum
garden spreading increasingly over
the face of the nation.
The past season produced a bumper
crop on all counts: 314 million new
antennas bringing the total number
of television homes to 34,567,000.
The average television family spent
more time watching its screen than
ever— 5 hours and 20 minutes a day.
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Day and night CBS Television
broadcast the majority of the most
popular programs and during the
past season extended its popularity
by enlarging the network to 209
stations— a 75\ increase in a year.
Today CBS Television delivers more
homes for less money than any other
network, and in comparison with
its closest competitor, offers an even
better buy than it did a year ago.
V-
CBS Television advert;
sir,:,, ncs, niio ,,ver the past 12 month
—a 20* - greater investmenl than
made on any other network.
By demonstrating television's abi
to move our expanding national product
into the American home most efficU ntly,
CBS Television has become the world's
largest single advertising medium.
THE CBS TELEVISION NETWORK
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7*ie 'Voice *£ 'SattuHvie
features outstanding
local programming!
\ Hugh Wanke's
CLOCK
I „ solesmar. on
Today's «Pe, moming
Mon. thru Sat.
~>
»'•' NEIGHBOR
Vear °W ^^ ^ women
9 to 9:55 A.M.
"Ion. thru Fri.
600
SERENADE
v/ith
«The Music Man
aToppopp.*-s^W-
3:45 to 5:15 P.M.
Mon. thru Fri.
HEADLINES
IN SPORTS
wifh
Roger Griswold
One of the fop sporfscasfers
in the East.
5:45 to 6 P. M.
Mon. thru Fri.
L.
lroy
1
MADISON
M'onsok invites letters to the editor.
Address 40 E. 49 St., New York 17.
TIMEBUYINC TIPS
The "Tips on timebuying from six
veterans" article in the 27 June issue
was most interesting. Above all I think
it goes to prove that timebuyers are
really human beings and not just ma-
( hines without feeling as many station
men and reps like to intimate from
time to time. Without exception all
six buyers stressed the importance of
intangibles in timebuving. something
that all of us here at Foote, Cone &
Belding try hard not to overlook.
My only complaint is the picture
you used of Frank Silvernail. You've
made one of the sweetest guys in the
business look like the devil himself.
Whoever wrote the article did a good
job. I am all in favor of humanizing
the timebuyer.
Peter M. Bardach
Radio & Tv Timebuyer
Foote, Cone & Belding
New York
• For a picture of Frank Silvernail in a more
natural pose, see |> . . < 210, this issue. And for
more tips on timebuying see Timebuying Basics,
which starts on page 209.
1
CBS BASIC • 600 KC
5000 WATTS
REPRESENTED BY RAYMER
TV VIEWING
We are interested in learning how
many hours daily the average person
watches television. If you have any
data on this subject or can refer us
to other sources of information, we
would appreciate it very much. We
were referred to you by our local tele-
vision station WHAM-TV.
Dorothy Kanwischer
Librarian
Kemp Research Org.
Rochester, N. Y.
• The 1955 Television Basics, page 3, gives
the figure for daily average home viewing : near
4.5 hours.
W00LW0RTH
I am very much impressed with
v our reprint on the story on the Wool-
worth Show from the 18 April issue
of sponsor. Would you please advise
the cost of 100 copies of this reprint?
We would like to mail them to local
accounts.
Howard W. Meagle
Promotion Manager
WWVA
Wheeling, W. Va.
I • lOO copies of the reprint cost $10.
PROCTER & GAMBLE
In the last four issues of SPONSOR
there have appeared four articles on
P&G. These articles were both enjoy-
able and enlightening.
The agency personnel, especially
those affiliated with P&G, felt that we
should have some additional copies of
these articles for reference.
Therefore, I would like to request
copies of the four articles.
Al Bro.n stein
Research Department
Biotv-Beirn-Toigo
New York
• The P&G serie- began in the 16 May i-*ue.
Reprints will soon l>e available.
GUARANTEED CIRCULATION
The 2 May I'J.S.5 "Sponsor Asks"
discussed the pros and cons of "guar-
anteed circulation." The concept of
a "guaranteed circulation" inferred
that if the value of exposures are
achieved I i.e. delivered by the me-
dium I. the charge stipulated would be
paid by the advertiser. If the figure
is not attained, a cost penalty is in-
voked: if the figure is exceeded, the
advertiser would be expected to pav
a premium.
Here are a few of the problems
which such a concept immediately
brings to bear:
1. Who is to establish the standard
for measurement? Is it to be the over-
all circulation of a magazine, or the
exposure to the advertiser's ad in that
magazine? Is it to be the listeners to
the weekly schedule of a network op-
eration, or a specific program, which
an advertiser might buy? Or, would
it be the listeners to the advertiser's
commercial within the program?
2. What organizations are to be ac-
cepted as the proof of "guaranteed
circulation"? Starch? Audit Bureau
of Circulation? Nielsen? Would this
remove all competition from the mea-
surement field and establish a mo-
nopoly, or can many companies exist
in such an atmosphere
3. Who will establish the unit cost
criterion? Will this be the same in
magazines as it is in tv? Does a noter
to a full page ad in Life receive the
same amount of impact as a viewer
to an advertiser's tv commercial?
4. Would such a system eliminate
the small budget advertiser in tv who
would buy an unknown program onlv
to find that its success and the pre-
10
SPONSOR
1M1M
Vacation bound? Co by kilocycle
"v\
This consumer-type copy is provided
h\ W'M I , a radio station in Eastern
Iowa with consumer-type listeners —
more, in Eact, in its 33-county primary
area than all other radio stations in
the area combined. For details see
the man from katz.
11 JULY 1955
U
"i
c err "Tr^ 1 r - r
c ' n w ' r
en
77iis fs
San Francisco .. .
where KCBS has "coverage
that counts ! " Count
the mail received by KCBS
personality programs and
you find pulling power,
response in direct proportion
to our Northern California
population
tnium he would have to pay would out-
strip his pocketbook? Would networks
experiment with quality programs
without mass appeal (such as Omni-
bus, See it Now, Meet the Press) if
they were to know that the relatively
low audience appeal would mean reve-
nue penalties? Would the media in-
sist upon greater control of editorial
content in order to maximize their op-
portunity of achieving their "guaran-
tees?"
5. What precedent is there in our
economy to warrant such a concept?
Does Procter & Gamble, in its manu-
facture and distribution of a new prod-
uct, guarantee to the retailer that it
will sell? Should the retailers' sales
fall below a certain figure, does P&G
reimburse the retailer for any losses
which might be incurred? Are maga-
zines "guaranteeing" exposures to a
commercial message once the maga-
zine is brought into the home?
D. W. COYLE
Director of Tv Research
ABC
OPEN MINDED
Please forward 10 reprints of your
outstanding article "Are you morning-
minded or open-minded?" in the 13
June issue, and bill us accordingly.
This is certainly another example of
sponsor ringing the bell. Keep up the
good work.
John R. Mahoney
Commercial Manager
W1BG, Phila.
• There are no reprints of this article, but
copies of the 13 June issue are available at
- "■ii for 1-10 copies, $.40 for 11-50 copies.
50 .OOO WATT S
Represented by CBS Radio
Spot Sales
HANDLING FILM
We are endeavoring to set up a
standard operating procedure for the
handling, shipping and storing of film
commercials. While we have ideas of
our own which we will use, we are
trying to gather other ideas and sys-
tems to study and incorporate.
We would appreciate it greatly if
you would send us copies of any arti-
cles which you may have run in your
magazine which explain how agencies
handle, ship and store their film
commercials.
Thomas S. Cadden
Radio-Tv Director
Krupnick & Associates
St. Louis
• The 8 February 1954 issue of SPONSOR
carried a story on film service firms. These firms
did about $53,000,000 worth of business in han-
dling filmed commercials for producers, agencies
and sponsors in 1954.
INVESTIGATE
I have been looking in SPONSOR for
the lyrics of Hank Fort's song "Inves-
tigate" but have been unable so far
to find them. Can it be that I have
missed them?
Max D. Paglin
Legal Asst. to
Commissioner Bartley
FCC
• Reader I*..- in. is referring to the song writ-
ten liy Hank Fort, ASCAP and presented at
SPONSOR'S Tv Pioneer Dinner. It did not ran
in the magazine, however. The lyrics went, in
part, "The problems that confront the tv indus-
try/ Are earning much concern from the FCC/
But simple solutions are now passe/ This is the
way . . . we do it today/ Investigate . ■ . investi-
gate/ If the problem is small or the problem is
great/ We deliberate and procastinate/ But investi-
gate and then we legislate.
Should politicos be assigned their equal time?/
Should tv shows delete any theme of crime/ To
help combat the juvenile delinquency ?/ Should
we make it for "pay" or give it for "free?" In-
vestigate," . . . etc.
BUYERS' GUIDE
I want to comment on your 1955
Buyers' Guide. This is an excellent
compilation of program material,
which should prove very useful and
helpful to many buyers in the business.
I am sure they share my sentiments.
You are to be congratulated on another
fine contribution to the industry.
Arthur S. Pardoll
Director of Broadcast Media
Foote, Cone & Belding
New York
The Buyers' Guide certainly contains
much valuable information. As some
of us here reviewed its contents the
other day, the remark, "I wish we had
this book last month" was made sev-
eral times.
Thaddeus S. Kelly
Radio-Tv Supervisor
McCann-Erickson
New York City
Congratulations on a terrific book
listing all of the various types of pro-
grams and also, thanks for the nice
job you did with the radio and tv
farm directors. I appreciate this a
great deal. This should serve as a
ready reference for a good many peo-
ple are constantly calling me for such
information.
Phil Alampi
Farm & Garden Director
WRCA
New York
(Please turn to page 303)
12
SPONSOR
ON-TARGET TELEVISION
KUDNER AGENCY, INC.
NEW YORK DETROIT LOS ANGELES WASHINGTON SAN FRANCISCO
11 JULY 1955
13
WHAT IS "HARD SELL.
>^^>^^cr
2.
A COMMERCIAL THAT WHISPERS,
OR ONE THAT SHOUTS?
IS IT
1
A SHORT COMMERCIAL,
OR A LONG ONE?
1
A FUNNY COMMERCIAL, OR A
SERIOUS, FACTUAL ONE?
IN TV
as in practically everything else, what is one advertiser's
meat, may very often be another's poison.
At McCann-Erickson, we approach each individual TV
advertiser's problem, as an individual problem.
And we have found, more often than not, that when the
inventiveness and creative skills of able people— thoroughly
seasoned specialists in all phases of TV
. . . combines with the wealth of experience gained from placing
over one billion two hundred million dollars of advertising . . .
the usually inevitable result is the kind of hard-hitting TV that
sells products, service and ideas with force and efficiency.
A GENTLY PRODDING MESSAGE.
OR ONE THAT SLEDGE-HAMMERS
THE STORY HOME?
McCANN-ERICKSON, mo.
ADVERTISING
Nc« *i ■ Cleveland. Detroit. Louis\ilk. Chicago.
Houston. Dallas. Portland. Los Angeles. San Francisco
KSDO
TOPS AGAIN
In The Billion Dollar
San Diego Market
For years we've been telling the same
story . . . KSDO is tops in San Diego. Just
in case you like fiddling with ratings —
here's the whole ball of wax as reported
by Mister Hooper.
HOOPER RADIO
AUDIENCE INDEX
Months: MAY-JUNE 1955
TIME:
KSDO
Station #2
Mon. thru Fri.
8 am-12 noon
25.5
11.4
Mon. thru Fri.
12 noon-6 pm
24.2
17.1
Sunday
9 am-12 noon
26.6
9.7
Sunday
12 noon-6 pm
57.0
9.3
Saturday
8 am-6 pm
37.2
15.1
KSDO "KASH BOX"
absolutely the biggest Label-Pull
in San Diego
135,000 LETTERS
135,000 LABELS
in less than 6 months.
Write — Call
For Availabilities
KSDO
1130 KC 5000 WATTS
S. NATIONAL BANK BLDC.
SAN DIECO 1, CALIF.
BEImonr 2-2041
KSDO
7 730 K C 5000 WATTS
Representatives
John E. Pearson Co.
New York — Chicago
Daren McCavren — San Francisco
Hugh Feltis — Associates — Seattle
H. Qucnton Cox & Assoc, Portland
Walt Lake— Los Angeles
by Bob Foreman
Fait program pivot: tv's 7:30-8 "feed-in" block
Having conditioned myself over so many months and pages
to avoid the factual in favor of the conjectural, I find it diffi-
cult to tailor this tract to the particular editorial slant of the
issue. However, I will attempt to marshal a few "fall facts"
as they have appeared before me and as they seem to bear
upon the coming season of television.
The more obvious items, mentioned in this series before,
include the decided trend toward family-type programing.
This concept made its hat out of the straws in the wind of
this present season's activities in television; to wit, Lassie
and Disney and a few other isolated cases in point where the
programs have by their virtue and time slot attracted sizeable
numbers of children and adults in about a 50-50 proportion.
CBS intelligently inspected this and then applied the re-
search to its program-structure by the adroit method of clear-
ing out Monday through Friday from 7:30 to 8:00 p.m.
Next season the aim is to fill this half-hour strip with family
shows, shows which will not drive the youngsters away, shows
which will get them to keep the dial CBS-wards and bring
Mom and Pop into the room to watch the show too. An ideal
climate for the advertising of many products; an excellent
technique to assure large numbers of homes tuning in and a
sizeable viewers-per-set figure. With one possible exception,
it seems to me the properties lined up will achieve same.
Since NBC programing at that time next year presumably
will be about as it was this year, the new look at CBS, of
course, pits this network solidly against ABC. What the out-
come will be is hard to say. Whether Disneyland or Rin Tin
Tin or The Lone Ranger will suffer remains to be seen. Sets-
in-use should climb, however, making it possible for the pro-
grams on both networks to prosper. Nevertheless, NBC, with
its decidedly different programing (news and 15-minute
musicals), may hold onto most of its audience, making for
three happy sponsors per half hour.
However, if CBS steals the show, it will hurt ABC's rise
not only at 7:30 but in the shows that use these slots as feed-
ins. The CBS plan could force NBC to alter its programing.
Another fact, reported as a whisp of smoke on the horizon
some months ago in these pages, was the "adult Western"
binge. Pardner, we'll see plenty of 10-gallon hats and six
shooters in our living rooms this fall, adorning shows that
(Column continues page 18 I
16
SPONSOR
YOUNG & RUBICAM, INC.
Advertising • New York Chicago Detroit San Fram
11 JULY 1955
17
in the
SOUTH'S
FIGURES
fastest from'nq
market/
POPULATION
1940 88,415
1953 197,000
RETAIL SALES
1940 ... % 20,251,000
1953 . . . $184,356,000*
RANKS 92nd IN EFFEC-
TIVE BUYING INCOME
HIGHEST PER CAPITA
INCOME IN LOUISI-
ANA
WORLD S MOST COM
PLETE OIL CENTER
CHEMICAL CENTER OF THE SOUTH
DEEP WATER PORT
To see your sales reach
their greatest heights in
this rich petrochemical
market, select WAFB-TV,
Baton Rouge's first TV
station, with highly-rated
network and local shows
from 6:55 am to midnight.
Tom E. Gibbens
PRESIDENT & Gen. Manager
Adam J. Young, Jr., Inc.
National Representative
'East Baton Rouge Parish, Survey
of Buying Power, 1954
AGENCY AD LIBS (Continued)
are adult to varying degrees. In each of these cactuscapers,
it is safe to say that the amount of gun play will be in inverse
proportion to the amount of plot and it is to be hoped that
characterization will, at least here and there, live up to the
description "adult" by appearing in tones of gray instead
of all black or all white.
There will be more spectaculars and more competition
for name talent and name writers than there was even this
passing year. All of which means budgets are still in for
a hike — as they have to be to accommodate such boosts.
It's entirely possible CBS may have its first competition
for daytime audiences what with NBC's new moves and sales.
However, the CBS lineup of personalities and easy-goin'
formats will still be hard to beat and they fully deserve the
lead they've gotten which they mean to hold on to if they can.
I wish I had a tireless editorial curiosity which would
compel me to delve into how many new advertisers are sched-
uled to take the plunge into network tv. On the surface, it
looks like there won't be many new names or logotypes before
the cameras; instead the big users seem to be getting bigger.
Spot and local-program television is bound to increase
since good network time is harder and harder to come by.
Furthermore, the quantity as well as quality of product being
offered for sale on a market basis, both first run and rerun,
is far greater in quality as well as quantity.
They tell me that video tape is getting closer by the minute
and next year it would be exciting news to find some in use
if only on a once-in-a-while trial basis.
As for color, it still seems a long way off mainly for
economic reasons. But the General at NBC has a cutie up
his sleeve and he may darn well be right about doing his kid
strips in full color for it's the kids, he believes, that can
hurry the hues along for all of us.
Which brings me to radio. I honestly believe that we'll
see more and more advertisers rediscovering the medium.
Some really creative programing, adapted to the problems
of the day, is bound to pay off. Our methods of checking
this elusive medium should be sharper by next fall, and our
ability to buy it more flexible. Both of these fall facts should
contribute to radio's rebirth.
In conclusion, it should be a rewarding year, all in all,
for advertiser and audience alike and a hectic but interesting
one for those engaged in any phase of broadcasting. * * *
Letters to Bob Foreman are welcomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs?" Bob and the editors of sponsor
would be happy to receive and print comments from readers.
Address Bob Foreman, c/o SPONSOR, 40 E. 49 St.
18
SPONSOR
SgsSfc-
Big Mike is staking out claim to some 100,000 addi-
tional families as a result of KFAB's switch to NBC
from CBS. These listeners represent, in round num-
ber, those lost to other CBS stations with overlap-
ping primary areas . . . three CBS stations in a
300-mile line. KFAB is the only NBC station in the
same area. The situation is even more favorable to
KFAB when you compare the "CBS frequencies" . . .
570— WNAX Yankton, 590— WOW Omaha, and
580— WIBW Topeka. It's simple arithmetic that
the CBS audience will now be split three ways.
It all adds up to the fact that "three in a row gives
NBC-KFAB an even bigger show."
Free & Peters will be glad to tell you how they feel
about it. So will General Manager Harry Burke.
•
?0 ROI
-
\
KFAB
tniii |B( radio
11 JULY 1955
19
THE AIR UNIVERSITY-
in the service area
$52,000,000 boost to
"7/ M?A™A"il0"eJaSe- h °"e °f m°nr 9re°' mm°r* Collations
of WSFA-TV. Th.s Montgomery base alone, last year, provided a
the economic growth of the New South.
STATE CAPITOL BUILDINGS-showing the new $3,000,000 state
off.ce bu.ldmg which flanks Alabama's historic State Capitol
Mere the Confederate States of A
merica was organized.
PICTURED BELOW, Largest indoor arena in the world, Alabama's Coliseum in
Montgomery seats 13 000 with vision unblocked by supporting pillar because
o ,ts un,aue suspended concrete roof. Strikingly new in design the Co, Zm
9 o great a,d in the expansion of agriculture andindusiryinZ
NORMANDALE — o J2.500.000 suburban shopping center — boosts 200.000 square feet of ultra modern
stores and parking for 5,000 cars One of Montgomery! newest centers, Normandale includes a com-
plete department store and medical building as well as the largest super market in Alabama
Chanð...
giving way to the NEW
■I
The Old Order . . . the era of Crinoline skirts and Mimosa-
fringed mansions ... is now replaced by an industrial and agricul-
tural growth remarkable in any section of the country. Vibrant
growth, boundless energy, optimism and opportunity are the
Order of the New.
WSFA-TV serves this area from the capitol city of Mont-
gomery . . . serves a population of 1,118,643, producing retail sales
in 1954 of $667,339,000.00. A keynote to the tremendous develop-
ment of this area is the fact that Metropolitan Montgomery out-
ranks in retail-sales-per-household such cities as Birmingham,
Mobile, New Orleans, Baltimore and San Diego. The pattern of
this area is tailor-made for television. And WSFA-TV's coverage
is a new, un-duplicated audience receiving "Class A" television
service for the first time.
An increasing list of advertisers are recognizing the "changing
order" . . . and are now reaching and selling this new market on
WSFA-TV in Montgomery, Alabama!
Channel
New, unduplicated, regional coverage with 316.000 wotti,
from a 1,040 foot antenna, 21 miles south of Montgomery.
Favorable terrain, plus quality programming, puis WSFA-
TV's picture in homes all the woy to the Gulf Coast'
WSFA-TV
MONTGOMERY, ALABAMA
HOYT ANDRES, Station Mgr. • JOHN HUGHES. Soles Mgr.
TELEVISION
II J III
WSFA-TV MARKET DATA
Population 1,11 8,643
Total Retail Sales $667,339,000.00
Consumer Spendable Income $963,398,000.00
Note: In retail soles per -household, Montgomery Metropoli-
tan areo Outranks Birmingham, Mobile, New Orleans,
Baltimore, Cincinnati and San Diego.
Owned and operated by THE OKLAHOMA PUBLISHING CO.
The Daily Oklahomon, Oklahoma City Times, The
Farmer-Stockmon, WKY, WKYTV & WSFA
Represented by THE KATZ AGENCY, INC.
I
*w
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
Everv Omaha daytime quarter hour
—save four— belongs to KOWH. In
18 quarters, KOWH has more than
half the available audience.* Aver-
age a.m. audience: 46.6% : afternoon,
19.4%; all-day 48.3%. You can't
buy a bad time. Now is the time for
KOWH to come to your aid. Call
for an H-R man, or KOWH General
Manager. Virg Sharpe.
"Hooper Continuing Measurements. 8 a.m.-6 p.m. Von.Sut., Feb.-May. 1955
22
SPONSOR
New and renew
smash
11 JULY 1955
1. New on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM. KlM, «Urt. duration
Amor Chicle. LIC. for Dcntyne
D F S NY
NBC 82
Caesar Presents. M 8-9 pm 4 July 13 wks
Amcr Chicle. LIC
Ted Bates. NY
NBC
10-4
Summer Theatre, alt T 9-9 30 pm 5 July 8 wkt
Amcr Oil Co. Bait
Joseph Katz. Bait
CBS
45
Windows, summer replacement for Person N
son. alt T 9 30 1 0 pm 21 |unc 14 ..
Amcr Motors. Detr
Ceycr Adv. NY
ABC
full net
Dateline Disneyland. Sun 7 30 9 pm . 17 |uly only
Amcr Tobacco. NY. for Lucky Strike
BBDO. NY
NBC
150
Your Pl.iy Time, replacement for Your Hit Parade
Sat 10 30 11 pm. 18 |unc. 12 wks
Armour & Co. Chi
FC&B. Chi
NBC
126
And H.n s rhi Show summ. i n| for
Cobel. 3 of 4 Sat 10 10 30 pm 9 |uly
Borden. NY
Y&R. NY
NBC
81
Make the Connection; reolacement for Justio Th
8 30 9 pm; 1 |uly 13 wks
Brown & Williamson. Louisville. Ky
Ted Bates. NY
CBS
138
Undcrcurrc nt , '.ummif replacement for
Up: alt F 10-1030 pm . 1 July 13 wks
CBS-Col, NY
Ted Bates. NY
CBS
75
Arthur Godfrey s Talent Scouts alt M 8 30 9 pm
27 June; 52 wks
Dow Chemical. Midland, Mich
McManus. |ohn & Adams.
Bloomticld Hills
CBS
68
Arthur Godfrey Time; Th 11-11:15 am: 16 |un.
26 wks
Ccncral Foods. White Plains
Y&R. NY
CBS
75
Johnny Orson Show .lit Th 10-10 30 pm 7 Julv
52 wks
Dateline Disneyland July 17. 1955; Sun 7 30-9
Cihson Greeting Card Co. Cin
Stockton. West & Burk-
ABC
full net
hart. Cm
pm 17 July only
Gillette. Boston
Maxon. Dctr
NBC
134
Highlights of the Week in th; World of Sports
F 10-10 30 pm; 1 July 9 wks
Hamm Brewing. St Paul
Campbcll-Mithun. Mnnpls
CBS
30
Window, summit replacement for Person to
son all T 9 30-10 pm; 21 June; 14 wks
Hazel Bishop. NY
Raymond Spcctor, NY
NBC
78
The Dunningcr Show. Sat 8 30-9 pm; 2 July 10
wks
Cimco Theatre; alt Sun 10-10 30 pm ; 3 July 8
wks
Summer Theatre, alt T 9-9:30 pm; 5 July: 8 wks
Intcrnatl Ccllucotton. Chi. for Kleenex
FC&B Chi
NBC
127
Intcrnatl Ccllucotton. Chi. for Kleenex
FC&B. Chi
N8C
104
S. C. Johnson & Son, Racine, Wis
Nccdham, Louis & Brorby.
Chi
NBC
97
Robert Montgomery Presents the |ohnson's Wax
Summer Theatre: alt M 9:30-10:30 pm 4 July
10 wks
S. C- Johnson & Son. Racine, Wis
Nccdham. Louis & Brorby.
Chi
CBS
69
Spotlight Pl.iyhouse; summer replacement for th.
New Red Skclton Show; alt T 9 30 10 pm 21
June; 14 wk>
Liggett & Myers. NY
C&W. NY
CBS
123
Tv's Top Tunes. Sat 10-10 30 pm . 9 July . 55 wks
Maytag Co. Newton, la
McC-E. Chi
CBS
119
To be announced; alt T 8-8 30 pm 12 July 52
wks
And Here's the Show: summer replacement for
Pet Milk. St Louis
Cardner. St Louis
NBC
126
Cobel; 3 out of 4 Sat 10-10 30 pm. 9 July.
13 wks
Pet Milk. St Louis
Gardner. St Louis
CBS
87
Spotlight Playhouse: summer replacement for th.
New Red Skclton Show; alt T 9 30 10 pm 21
June; 14 wks
Pharmaceuticals. Newark, for Ceritol.
Edward Klctter, NY
ABC
108
Masquerade Party; alt W 9-9 30 pm . 13 July. 52
Serutan. RDX
wks
P&C, Cin, tor Lilt, Prcll
B-B-T NY
NBC
127
Cameo Theatre: alt Sun 10-10:30 pm ; 3 July 8
Those Whiting Girls alt M 9 9 30 pm ; 4 July: 8
wks
Undercurrent; summer replacement for The Linc-
Procter & Camble, Cin, for Lilt
B-B-T. NY
CBS
150
Procter & Camble, Cin
Y&R. NY
CBS
138
Up; alt F 10-10:30 pm : 1 July 13 wks
Procter & Camble. Cin
B-8-T. NY
CBS
59
Down You Go: alt Sat 9 30-10 pm ; 11 June 4 wks
Prudential Insurance. Newark
Calkins & Holdcn. NY
CBS
Carry Moore Show; alt M 10 15-10 30 am 25 July
RCA. NY
K&E. NY
NBC 82
Caesar Presents: M 8-9 pm: 4 July 13 wks
R. J. Reynolds Tobacco. Winston-Salem.
Wm Esty. NY
CBS
81
The Bob Cummings Show Th 8-8 30 pm ; 7 July
NC. for Winstons
52 wks
SOS. Chi
McC-E, SF
CBS
50
Carry Moore Show alt F 10 30-10 45 am: 15 July
52 wks
Robert Montgomery Summer Theatre; alt M 9 30-
Schick. Inc. Stamford. Conn
K&E. NY
NBC
97
10:30 pm: 4 July: 10 wks
W. A. Shcaffcr, Ft Madison
Russel M. Seeds. Chi
CBS
119
To be announced: alt T 8-8 30 pm . 19 July 52
wks
Dateline Disneyland Sun 7 30-9 pm 17 July onl»
Swift & Co. Chi
McC-E. Chi
ABC
full net
Toni Co. Chi
Leo Burnett. Chi
CBS
76
Carry Moore Show alt F 10 30-10 45 am 15 |ul»
Toni Co. Chi
Weiss & Gcllcr Chi
NBC
101
Dollar a Second. T 9 30-10 pm; 5 July: 8 wks
Warner-Hudnut. NY. for Quick Home
K&E. NY
NBC
150
Your Play Time; replacement for Your Hit Parade
Pcrmanents
Sat 10:30-11 pm 18 June: 12 wks
Westinghouse Elec. Pittsburgh
McC-E, NY
CBS
116
Studio One Summer Theatre: M 10-11 pm ; 20
June: 13 wks
Whitehall Pharmacal, NY
B-B-T. NY
CBS
59
Down You Co: alt Sat 9:30-0 pm ; 11 June
In next issue: Afir and Renetced on Radio \eltrorks ; Broadcast Imdmttrj Extcmti
!\eic Firms. Mete Offices. Changes of Address : Station ( hanges; \ctc ts> n, > ippoimtmtemtt
Bm m
Tuttte
11 JULY 1955
23
1 JULY 1955
,\V?i/' and renew
nyon
e (3)
alter A.
wrence (3)
lliam C.
tcrson (3)
i
nt (3)
2. Renewed on Television Networks
SPONSOR
Borden. NY
Chrysler Corp, Dodge Div, Dctr
Chrysler Corp, Dodge Div, Detr
Colgate-Palmolive, Jersey City
Chun King, Duluth
General Mills, Mnnpls
Hawaiian Pineapple Co, San Jose
Knomark Mfg, Bklyn, for Lanol-White
Thos. ). Lipton, Hoboken
P&C, Cin, for Tide & Prell
P&C, Cin, for Spic & Span, Cheer, Joy
P&C, Cin, for Ivory Flakes, Cheer
P&C, Cin, for Oxydol, Dreft, Ivory
Snow, Camay
P&C, Cin, for Ivory Soap, Duz,
Cleem, Crisco
Schlitz, Milw
Toni, Chi
Wm. Wrigley, Jr., Chi
AGENCY
D-C-S-S, NY
Crant Adv, Detr
Grant Adv, Dctr
Ted Bates, NY
JWT, Chi
D-F-S, NY
N. W. Ayer, SF
Emil Mogul, NY
Ted Bates, NY
Benton & Bowles, NY
B-B-T, NY
Y&R, NY
Benton & Bowles, NY
Compton, NY
Lennen & Newell, NY
Leo Burnett, Chi
Ruthrauff & Ryan, Chi
STATIONS
CBS
ABC
ABC
71
175
119
CBS
CBS
130
73
CBS
88
CBS
ABC
CBS
64
115
75
CBS
CBS
123
11
CBS
CBS
115
102
CBS
93
CBS
122
CBS
76
CBS
11
PROGRAM, time, start, duration
Carry Moore; F 11:15-11:30 am; 8 July; 52 wks
Break the Bank; Sun 10-10:30 pm; 3 July; 52 wks
The Danny Thomas Show; alt T 9-9:30 pm; 12
July; 52 wks
The Millionaire; W 9-9:30 pm; 6 July; 52 wks
Carry Moore; alt Th 10:15-10:30 pm; 14 July; 52
Valiant Lady; M, W, F 12-12:15 pm; 1 June; 52
wks
Houseparty; F 2:45-3 pm; 29 July; 52 wks
Masquerade Party; W 9-9:30 pm; 26 June; 13 wks
Arthur Codfrey's Talent Scouts; alt M 8:30-9 pm;
27 June; 52 wks
On Your Account; M-F 4:30-5 pm; 4 July; 52 wks
Search for Tomorrow; M-F 12:30-12:45 pm; 4
July; 52 wks
Brighter Day; M-F 4-4:15 pm; 4 July; 52 wks
Welcome Traveler; M-F 1:30-2 pm; 4 July; 52 wks
Cuiding Light; M-F 12:45-1 pm; 4 July; 52 wks
Playhouse of Stars; F 9-9:30 pm; 1 July; 52 wks
(after 7 Oct 9:30-10 pm)
Carry Moore; alt Th 10:15-10:30 pm; 7 July; 4
wks
Gene Autry; 7-7:30 pm; 9 July; 52 wks
3. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Bruce Armstrong
Y&R, NY
Cunningham & Walsh, NY, acct exec
Elias B. Baker
Cunningham & Walsh, NY
Carl S. Brown, NY, vp & acct exec
Ceorge W. Bamberger
Cardner Adv, St. Louis, acct exec
Same, acct group supvr
C. H. Bobertz
Clark & Bobertz, Det, vp
Same, also gen mgr
Charles W. Butler
Cardner Adv, St. Louis, asst acct exec
Same, acct exec
Richard N. Confer
Campbell-Mithun, Mnnpls, acct exec
McCann-Erickson, LA, acct exec
Ruth Davis
Norton & Condon, NY
Product Services, NY, publ dir
Mike Donovan
B&B, NY, asst media dir
Same, assoc media dir
Ceorge F. Drake
Ruthrauff & Ryan, Chi, exec planner
MacFarland Aveyard, Chi, vp & creative dir
James Eysler
Wm. Weintraub, NY
Peck Adv, NY, acct exec, member creative group
Richard J. Farricker
Kudner, Detr, mgr
McC-E, Detr, vp & acct serv group hd
John P. Fineran
Westinghouse Elec Supply Co, NY, gen adv & sis prom
mgr
J. Walter Thompson, NY, v.p.
K&E, NY, prom dept mdsg specialist
Henry C. Flower, Jr.
Same, vice chmn of the bd
T. Robert Carry
Emil Mogul, NY, asst mdsg & mktg dir
Erwin, Wasey, LA, acct exec
John Caunt
Grant, Hllywd, r-tv dir
Same, vp in chg W Coast r-tv
Porter Harder
BBDO, NY, media dir
Same, SF, acct exec
Robert E. Healy
McCann-Erickson, NY, vp & gen mgr
Same, exec vp
Murray Hysen
Crey Adv, NY, group supvr
Ceyer Adv, NY, project dir, res
Walter A. Lawrence
Fuller & Smith & Ross, NY, acct supvr
K&E, Chi, vp in chg Chi office
Harry A. Lee
Philippine Adv Assoc, Manila & Tokyo, pres
J. Walter Thompson, SF, Pacific area mgr
Kenyon Lee
McManus, John & Adams, Det, vp
Same, Miami, hd Miami office
Myron S. Lewis
Hudson Pulp & Paper, NY, adv dept
Biow-Beirn-Toigo, NY, assoc acct exec
N. R. Lorman
Product Services, NY, dir of mdsg & sis prom
Same, vp & member of plans bd
William J. Lyons
BBDO, NY
Bozell & Jacobs, NY, asst to vp in chg r-tv
James K. Maloney
Lennen & Newell, NY, art dir
Same, also vp
David B. McCall
David J. Mahoney, NY, copy chief
Same, vp & creative dir
Joel McPheron
Ceyer Adv, NY, vp
Compton, NY, acct group
Samuel W. Meek
J. Walter Thompson, NY, v.p.
Same, vice chmn of the bd
John E. Mosman
Maxon, NY
Biow-Beirn-Toigo, NY, mgr of r-tv
Arthur Napoleon
Free-lance writer
Biow-Beirn-Toigo, Hllwyd, mgr r-tv
William Patterson
Crant, NY, mng dir r-tv
Same, vp in chg r-tv, E Coast
Stan Pforr
Bozell & Jacobs, Seattle, acct exec
Same, vp in chg creative serv
Cail M. Raphael
Ruthrauff & Ryan, NY, vp
Lennen & Newell, NY, vp & copy group hd
Stanley Resor
J. Walter Thompson, NY, pres
Same, chmn of the bd
Thomas P. Rhoades
Hudson Motor, Detr, dir of publ rels
Campbell-Ewald, Detr, dir of publ rels
Norman Rose
Doyle, Dane Bernbach, LA, copy chf
Same, acct exec
Arthur R. Ross
Tv writer, prodcr
Campbell-Ewald, NY, E mgr, r-tv
Thomas J. Ross
Ruthrauff, & Ryan, NY, vp
Lennen & Newell, NY, vp & acct exec
Theodore W. Schwamb
Edwards Food, LA, sis prom & adv mgr
Erwin, Wasey, LA, sr acct exec
John H. Sheldon
Kudner, NY, special assignments
Same, Detr, acct exec rep
Lloyd Stackhouse
Bozell & Jacobs, Seattle, asst mgr
Same, vp & asst gen mgr
William J. Stenson
Weiss & Geller, Chi, timebuyer
Campbell-Mithun, Chi, chief r-tv timebuyer
Henry P. Stockbridge
Ogilvy, Benson & Mather, NY, dir of mdsg
Y&R, NY, acct exec
Norman H. Strouse
J. Walter Thompson, Detr,/mgr, dir vp,
Same, NY, pres
Felix M. Sutton
Wm. H. Weintraub, NY
Biow-Beirn-Toigo, NY, copy group hd
Sylvan Taplinger
Hirshon-Carfield, NY
Peck Adv, NY, dir of r-tv
Bill Tuttle
Ruthrauff & Ryan, NY, vp in r-tv
Fuller & Smith & Ross, N, hd r-tv dept
Alex M. Victor
Western Adv, LA
Francis D. Gonda, Hllwyd. r-tv dir & acct exec
W. W. Woodbridge Jr.
Botsford, Constantine & Gardner, Seattle, vp & mgr
D-F-S, SF, vp & gen mgr
Parker Wood
B,S, F & D, LA, vp
Same, exec vp
Sherm Wright
Bowman & Block, r-tv dir
Wm. A. Melrod Adv, Buffalo, vp in chg r-tv
4. Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
R. E. Anthony
Pabst Brewing, Chi, dir of personnel &
distr rel
Same, gen sis mgr
Archibald Douglass Jr
Erwin, Wasey, LA, sr acct exec
Sicks' Seattle Brewing & Malt
James S. Fish
General Mills. Mnnpls, dir of adv
B. A. Graham
Sunbeam, Chi
Salem, chmn of bd
R. P. Cwinn
Sunbeam, Chi
Same, pres & gen mgr
H. A. Hebberd, Jr
Stokely-Van Camp, Indpls, adv dept
Same, asst to vp in chg mktg
Durwood Markle, Jr
BBDO, NY, contact
Brecher Bros Leather, NY, ind rels mgr
Henry Schachte
Lever Bros, NY
Same, adv vp
Leyla Sefa
Standard Oil Co of NJ
Zotox Pharmacal, Stamford, Conn, adv mgr
Maxwell Silverstein
Clamorene NY, art dir
Same dir adv
H. R. Warren, Jr
Stokely-Van Camp, Indpls, adv dept
Same, gen sis asst to vp
Paul H. Willis
Carnation Co, LA, asst vp & gen adv
ngr
Same, vp in chg adv
24
SPONSOR
WHO
IS IOWA'S
FAVORITE RADIO STATION
FOR SPORTS AND SPORTS NEWS
WHO
WMT
KRNT
KWWL
KICD
KCRI
KIOA
KGLO
WSUI
KROS
26.8%
16.5%
7.7%
4.4%
3.9%
3.2%
2.4%
1.9%
1.9%
1.8%
JL HE facts above are a tiny fraction of Iowa's listening
habits and preferences — now brought up to date in the
seventeenth annual Iowa Radio-Television Audience Survey,
by Dr. Forest L. Whan.
You should have a copy, because this completely authoritative
study can remove the danger of guess-work or "hunches''
from your promotion plans in Iowa. Please write us, or
Free & Peters.
WHO is glad that our own interests are also best served
when you know the full truth about radio and television
in Iowa.
^P"
Affiliate
FREE & PETERS. INC.. National Representatives
BUY All of IOWA-
Plmm "Iowa Plus"- with
Dm Moines . . . 50,000 Worts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
11 JULY 1955
25
I
\
\
«r
Big budget or small, your prospects are bigger ami better when \i>u put jrour moi ■•■ on
" \l\. Milwaukee's new CBS Television station. At card rates which .ire onlj
as high as the cost of the other stations (maximum discounts applied), w\i\ ! - red
in a matter of weeks to be the besl buy — by far — in the compacl 9even-count) \I
marketing area. In term- of station break-, for example, U\I\ (whose
have gone up L6.1rc) averages l.'WI more viewers per dollar than the second station fv
average rating- have droppe.1 21.V <).. .and 352* ,' more viewers per dollar than the t;
station (whose ratings have dropped 36.5^ I. Specifically, \\\i\ station breaks del
an average of 19 viewers per penny! Putting it another ua\. that's a cosl ol onrj
per thousand!
Join the more than 300 local, national spol and network sponsors who are dow investing
their advertising dollars on \\\i\. and gel more lor your money in Milwauk<
WXIX Milwaukee CBS Owned Represented by < BS television Spot Sal
v
,framSfiI* U
CAPITAL TYPES #S
THE CIVIL SERVANT
Card- file memory that goes
back to McKinley. Favor-
ite song: "I Wish I Could
Shimmy Like My Sister
Kate." Three-time winner
of the Sack Race at the
annual office picnic.
Perennial winner at serv-
ing the interests of ad-
vertisers in the Washing-
ton market is WTOP Radio.
with(l) the largest aver-
age share of audience (2)
the most quarter-hour
wins( 3 Washington's most
popular local personal-
ities and(4) ten times the
power of any other radio
station. WTOP represents
the best for advertisers
because it represents the
best in broadcasting.
That's why advertisers
looking for capital sales
results depend on Wash-
ington's top station.
WTOP RADIO
Represented by CBS Radio Spot Sales
Roger iff. Greene
Director of Advertising
Philip Morris & Co., New York
"\\ hen Casey Stengel sends in a new pitcher, it doesn't mean that
the guy going out was no good. Perhaps a change of pace is
advantageous."
That's how Roger Greene. Philip Morris & Co. advertising direc-
tor, sums up PM's decision to drop / Love Lucy after more than five
years, and the firm's switch to spot tv and outdoor advertising. He
explains this tv event by saying that "spot tv seems like the answer
to our problems today." Working closely with Television Bureau
of Advertising, which proposed a spot tv schedule, Philip Morris is
still spending more in tv than in any other medium.
The new spot tv campaign, already on the air in one city, is the
brainchild of Biow-Beirn-Toigo's executive v. p., John Toigo (see
"The two Toigos," SPONSOR, 7 and 21 March 1955). Greene went
out to the West Coast to give client okays during the production of
commercials ( by Universal ) .
"We feel that it's wrong and often phony for an advertiser to
insist that his product or all action surrounding his product receive
undue stress in a commercial," says Greene. "Take these new com-
mercials of ours — people smoke in these films almost exactly as the)
would off-camera. They don't make exaggerated motions and don"t
grin into the camera."
Done in pantomime, the films show such everyday occurrences as
a wife tying a man's bow-tie. a husband helping a wife zip her dress,
two young people reading together on a beach. In each instance,
there's a jingle and a voice-over emphasizing that PM's are "gentle."
"Among our contributions to these commercials was client availa-
bility," says Greene. "It's easy to buy something from a storyboard,
but in the medium where most of our money is spent, we feel it's
important not to tie the producers hands with preconceived notions.
We're right on set to okay what goes on."
He smokes all PM brands, is quiet-spoken, weighs what he says
carefully. He sums up his life (some four and a half decades of it i :
"I've spent all my life in Connecticut, some 20 years with Philip
Morris." He lives in Weston. Conn., with his wife and three children.
As advertising director of Philip Morris & Co.. Greene works with
a different agency for each of PM's three brands: Biow-Beirn-
ToigO for Philip Morris. Benton & Bowles for Parliaments, Leo Bur-
nett for Marlboro. * * *
28
SPONSOR
August 1st
Your Iowa campaign starts with Des Moines . . . state
capital and largest city . . . the shopping and distribution
center . . . salesmen's home base. And your Iowa
campaign starts with KRNT-TV, the showmanship station
with CBS shows that run away with the ratings
sweepstakes, PLUS Central Iowa's favorite personalities
with established audiences — and proved power
to move merchandise!
Face the facts! The same showmanship savvy that always
gives you the biggest Hooper and Pulse ratings in Des
Moines Radio is now also running the newest know-how,
go-now operation . . . KRNT-TV.
KATZ HAS ALL THE FACTS
11 JULY 1955
FULL POWER, 316,000 WATTS
29
BEFORE
you buy
television
time
in
California
look at the facts
on
KSBW-TV
Channel 8
ABC, CBS, NBC
Exclusively
serving
central coast area
of California
Population 474,933
Tv homes 110,879
Spendable income $789,703,000
CBS, NBC, ABC, DuMONT
by Joe Csida
Big shows to make '54-'55 specs look low budget
As unbecoming as it may be to sneak a bow for our pre-
dictions for last season, we just can't resist . . . just a small,
quick one. For in a couple of areas our slightly nicked crys-
tal ball revealed some fairly accurate glimpses into the fu-
ture. Like, for instance, we said that television was being
saturated with situation comedies both live and film and that
many of these would come upon hard times. How true this
turned out to be is indicated by just one web's fall program-
ing line-up. At CBS TV, out of 18 shows going on the air.
only five are situation comedies.
We also pointed out that some of the better shows featuring
country music would find large, loyal, sponsor-profitable
audiences. Ozark Jubilee on ABC TV, against some really
rugged competition, has indeed iound same to be true.
So with a new fall upcoming we drag out our spheroid and
dim the lights once more to see what September 1955 may
hold. On the most elaborate and expensive program level, a
repeat and an extension of what took place last autumn seems
"to show clearly. Largely inspired by the eagerness, nay, the
urgent necessitv to sell color television, the networks (and
notably NBC TV) delivered the most spectacular, costly and
often entertaining shows yet presented. Color, for many rea-
sons, will require the same kind of promotion throughout
1955 and 1956, and the result will be spectacular program-
ing in tint to make some of the best previous efforts seem like
low-budget productions.
On these highest levels programing will be stimulated by
yet another development: The current tussel between fee and
free television. It becomes increasingly clear that the major
video networks will try to meet toll tv's argument that free
television can't afford to bring viewers top Broadway show
and motion picture attractions by putting on a number of just
such' attractions. This, it would seem, is exactly what's be-
hind current (as of the time this is written) negotiations be-
tween a oouple of the top webs and Alexander Korda for the
multi-million dollar Sir Laurence Olivier production of
"Kin°; Richard. III." This also account- for reports that
NBC's Pat Weaver is considering bankrolling one or more
top legit productions with the idea of presenting the opening
night performance as a tv spectacular. There is little doubt,
according to the visions coming through in our crystal globe,
that fall will see acceleration of efforN in this direction.
(Column continues page 32)
30
SPONSOR
Pulse Pounds it Home:
"Clearly Nashville's
ill TV Station9'
Of the top 10 once-a
>n WSM-TV."
.week shows
■ th.s market,
10 are oi
°f 'he 'op 10 multi-weekly sh
10 are on WSM-TV. '
ows in this market
Of the top 25 shows in this market. 23 are on WSr^TV.'
on'Y dominates th«
*"* *- ft P.m. „ ".*"■ "" — PoPu(ar TV
Survey by The Pulse, Inc., April, 1955
WSM-TV
NBC-TV Affiliate • Nasi
Channel
e. Tennessee
11 JULY 1955
31
Best
Showplace
In fo
BALTIMORE
TELEVISION
WMAR-TV
• • • * A
CHANNEL Z
ierv/ng ..
MOST OF
MARYLAND
AND
THEN^OME!
ON MAXIMUM POWER
TELEVISING COLOR
SUNPAPERS TELEVISION, BALTIMORE, MD.
Represented by THE KATZ AGENCY, Inc.
New Vork Detroit, Kansas City, San Francisco,
Chicago Atlanta, Dallas, Los Angeles
i — w
V
SPONSOR BACKSTAGE (Continued)
One hardly need hold a seance to see that the motion pic-
ture industry this fall will plunge into video as it has been
inevitable for a number of years that they would. Sparked
by the work ABC has done in this direction, not only with the
highly successful Walt Disney alliance, but in several other
ways, the leading Hollywood filmmakers this autumn will
make their greatest impact in the tv medium since its incep-
tion. The Warner Brothers Present dramatic series and the
MGM Parade, both slated for ABC, will only be two exam-
ples of the celluloid capital's active participation in tv.
Before 1 September, for example, it should surprise no one
if, in addition to products specifically made for tv, a huge
chunk of important theatrical film material reaches the na-
tion's video screens. It is only a question of time before
someone like Howard Hughes makes a deal to let loose the
vaultfulls of feature-length films for television. And that goes
whether the current dickering between the Hughes group and
Tom O'Neil and Elliot Hyman pans out or not.
It is, of course, pertinent to any preview of the fall, that
ABC has made substantial strides toward becoming a third
major network, in a way which no previous web has ever
challenged CBS's and NBC's supremacy. For, in addition
to such influencing factors on top-level programing as the
color drive and the free vs. fee fiasco, ABC's newly developed
first line competitive position will force meaningful changes
in programing activities at the two long-time top nets.
The Mickey Mouse Club full hour, for example, has long
since stirred NBC to reevaluate and make plans for changing
and strengthening their Howdy Doody, Pinky Lee and other
shows. And as ABC develops power in other programing
types, these same healthy stirrings will take place.
Not fully appreciated in the ABC surge, and in its over-all
influence toward better and stronger programing on all webs
and all stations, is the American Broadcasting-Paramount
Theatres move into the record business. NBC has long had
its RCA Victor division, and CBS its Columbia records, and
while there is no direct operational tie between network oper-
ations and record activities, programing is quite frequently
and favorably effected by the family relationship. Apart
from corporate kinships it has become increasingly apparent
that the record-music business and the television business can
aid and abet one another with ideas, promotion, etc.
Our crystal ball shows a clear picture of ABC, with its new
record division, making substantial contributions in this area,
too, toward better programing.
And talking of records, we believe the fall will find disk
jockeys moving more strongly into the national programing
picture than ever before. CBS's deal with Chicago's greatly
talented Howard Miller (with his radio web show kicking off
18 July, to be followed by tv later) will go a long way toward
proving the soundness of program of this genre.
We have run out of space, so some of the pretty pictures in
our glass globe will have to hold, but the wrap-up vision
which appears to us for the fall is that advertisers and agen-
cies will have a greater choice of more strong and exciting
programs than they've ever had before.
• • •
32
SPONSOR
Radio in Baltimore is
The only way to reach every family in the
Baltimore Trading Area is by radio. Radio offers
98.6% penetration of the whole Baltimore met-
ropolitan area. No other advertising medium of-
fers anything like this penetration. The only way
to get your message to everybody is radio! Yes!—
Radio in Baltimore is
And the big bargain buy in Baltimore radio is
W-l-T-H. Top Nielsen circulation in the home
county goes to W-l-T-H. Combined with low,
low rates, W-l-T-H delivers more listeners-per-
dollar than any other radio or TV station in Balt-
imore. Ask your Forjoe man for the whole story!
IN BALTIMORE BUY
Tom Tinsley, President
R. C Embry, Vice President
11 JULY 1955
National Representatives: Forjoe &. Co.
33
agency profile
Theodore J. Grunewald
Radio-+v director
Hicks & Greist, New York
There may come a time in the near future when Ted Grunewald,
Hicks & Greist radio-tv director, will earn the title among admen as
"the agencyman willing to handle almost anything."'
For one thing, he helped cook up a scheme involving a three-ton
elephant which trampled all over a clients product for some demon-
stration tv commercials (Sandran floor covering).
"Our aim is to be undismayed," Grunewald told sponsor, then
went on to mention some of the recent events at Hicks & Greist that
hes taken in stride. "About a year and a half ago, when I joined
the agency, our air billings were $100,000. As of last month, we've
been billing at the rate of $2.1 million, with a good chance we'll
hit a $3 million total in air media for the year."
The rapid expansion of the agency's air media business keeps him
hopping to and from studios and around the country to stations
when time clearance or production problems arise. Grunewald does
hope to be in or near his Briarwood. Queens, home in October,
when he turns 31. He lives there with his wife and baby daughter.
Hicks & Greist air clients range from network tv sponsors, like
Dixie Cup Co., with Super Circus, ABC TV I alternate Sundays
5:30-6:00 p.m. I to network radio clients like Glamorene, [Arthur
Godfrey, CBS Radio, Fridays 10:15-10:30 a.m. I Also. Glamorene,
Sandran. Broil Quick. Servel are heavy users of spot radio and tv.
"Today radio is a better buy than it's ever been," Grunewald
says. "And often strong independents are the best buys. Currently
Fm very interested to see the effect of Monitor. It could easily
change the whole structure of radio programing."
To him the most important trend in television is the rivalry be-
tween the networks and various programing innovations emerging
as a result. He feels "set penetration wont warrant color for a
while in my opinion," but added that the agency is currently
making a new Glamorene animated cartoon commercial in color to
studv color's potentialities. "That boosts the cost by 20' j ,"' Grune-
wald notes, "but we feel the expected long life of the commercial
warrants it. Besides, we'll show it at sales meetings and possiblv
in theaters." * * *
SPONSOR
**
&
It's Christmas in July, September,
January and all through the year for your
product and market with TV's freshest,
most exciting new variety revue . . . SHOWTIME.
'£**->*"
All tied up and ready for delivery . . .
An exciting and startling new experience in TV musicals.
The greatest array of "BIG NAME" talent ever assembled for local and
regional sponsorship . . . the biggest 30 minutes in television. Reads like a
who's who in Show Business and delivers an entertainment package unmatched
in television today. Every week a brilliant new star-studded cast works
for you, delivering great songs, hilarious comedy, top orchestral arrangements and
thrilling dance routines . . . Stars like : Teresa Brewer, Ralph Flanagan,
Peggy Lee, Tennessee Ernie, the De Castro Sisters, Frankie Carle
and many more great audience names, all M.C.'d by TV's newest comic sensation . . .
U *T4* tOi
Here's a show you've been waiting for ... a show of
top network calibre kept within a low budget for
local and regional sponsors.
SHOWTIME is BIG TIME ... in every way but cost,
combining all the elements that build high ratings and sizzle
sponsors' sales upward.
SHOWTIME is YOUR TIME to act .. .for 39 great shows!
Do your Christmas shopping now !
For complete details write, wire, phone or mail the
attached coupon for all facts today.
| STUDIO FILMS, INC.
Producers and Distributors of Television Films
380 Madison Avenue, New York 17, N. Y.
Phone: OXford 7-2590
Mail to:
STUDIO FILMS, INC., 380 Madison Avenue, New York 17, N. Y.
.Title
-Zone State.
Markets interested in:
t
pro
.1 Ilj Willi L
IP ID)
WHJ „
JJJI
I? A
M ntip it top sprt
Chart covers half-hour syndicated film programs
J
[
»asr
Top 10 shows in 1 0 or more markets
Period 7-7 May 7955
TITIE. SYNDICATOR. PRODUCER SHOW TVPf
Average
rating
7STAT10N
MARKETS
NY LA
5STATI0N
MARKETS
4-STATI0N MARKETS
S-STATic",
MARKFTC
I
•ank
Boston Mipls. S. Fran
Seattle-
Atlanta Chicago Detroit Taeoma Wash
Bait Buffalo CilW.
-
1
I Fed Throe Lives, Ziv (D)
22.6
5.4 73.9
wabc iv kttv
9:00pm
30.5 24.4 78.4
kstD-tt kron-tv
7:00pm 1 10 30pm
76.4 75.5 25.5 76.9 77.7
wsb-tv wgn tv wjbk-tv ktnt-tv
9:30pm 7:00pm 10:30pm
74.5 37.5 27.5
whal-tv wben-tv wlw-t
'i 7:30p;
7
Budge 711. NBC Film (D)
21.8
5.9 782
km
: 10pm
22.3 24.7 25.9
■ lv kpll
fi :30pm 9:30pm
75.9 27.2 25.7 75.2
wgn-tv wvrj-tv kl
3 'i n 10:00pm 9:30pm 7 DO
72.9 78.4
wbal-tv wcr-iv
10:30pm 10:30pm
.
6'
Mr. Bistriet Attorney, Ziv (a)
20.6
5.8 73.7
k \t
10:30pm 10:00pm
79.5 34.2 20.0
wnae-tv kstp-tv krnn-tv
10:30pm 9:30pm 10 30pm
78.9 7 7.9 20.7 22.7 7 7.5
\n iv wbkb wwj-tv Une-tv »nul ti
7:00pm 8:30pm 9:30pm 9:00pm M
73.2 79.9 76.5
wbal-tv ivgr-tv wlw-l
Ipm 7 "»pm 9:30pi
3
Waterfront, MCA Roland Reed (A)
18.7
6.7 23.7
ktlv
: 30pm 7:30pm
70.0 25.2
kcvil IV 1
7 niipm 8:30pm
22.4 78.7 73.7
uaca-tv komn-tv wtOTJ tv
9 30pm "I'm i<» 30pm
76.2 24.0 9.3
wmar-tv ugr-tv wcno-l
10:30iuii 7UUpm 3 :30pl
Lone Wolf. UTP, Gross-Krasne (D)
18.1
5.4
kttv
i 30pm
77.4 20.5
wnac-tv weeo-tv
11 30pm 3 :i0pm
76.8 70.9
king-tv
Opm 9:00pm
73.5
nkrc-'
10:30p
Wrni Behind the Badge, MCA-TV Film (Doc)
1 7.9
6.6 8.7
webs ti kttv
G !0pm 3:30pm
76.9 6.2
wjbk-tv wmal-tv
9:30pm l» 30pm
20.4
utrr-tv
10:30pm
Citg Detective, MCA, Revue Prod. (D)
J 7.8
9.6 73.8
" ■ iv. knxt
11 1 ':u,i l -in
24.2 75.7
kstp-tv kron ft
8:30pm 10:00pm
79.5 6.7 79.0 7.7
cklw-tv king-tv wmal-tv
10:30pm 10:30pm 8:30pm 9:00pm
76c
wkrc-l
9 :30pi
8
Superman. Flamingo, R. Maxwell (K)
17.2
70.3 72.2
wrca-tv kttv
G 00pm 7:00pm
78.5 78.3 76.0
wnac-tv \\ ten -U fego-ti
6 :30pm 5 :30pm 6 30pm
76.9 74.0 74.3 78.2 75.7
wsb-tv vsbkb wzyz-tv king-tv ur, tv
7 00pm 5:00pm 5:30pm 6:00pm 7:00pm
78.9 22.5 7.5
wbal-tv wben-tv wepo-t
mi 7:00pm ll:00p
9
Fiherace, Guild Films (Mu.)
17.0
5.8 8.7
wrca ti kttv
6 30pm 3:30pm
7.0 73.5 26.0
ti ween-tv k'M\
8:30pm 8:00pm 0:30pm
2.2 73.7 8.9 27.7
wlw-i wgn-tv wwj-tv king-tv
8:00pm 9:30pm 10:30pm 8:30pm
74.9 23.8 7 7.2
wbal-tv wgr-tv wcpo-l
7:00pm fi :30pm 6 :30pi
10
Cisco Kiel. Ziv (W)
16.9
2.8 77.7
kttv
6:30pm 6:i
73.2 74.4 20.4
u I 00 tv k* ',11 -IV
fi :00->m 6 :30pm 8 :30pm
76.9 9.5 9.4 78.3
- aea-tv wbkb h xvz-ti h imo-tv
:i, i :00pm 7 00pm 7 00pm
76.9 77.0 76.7
wbal-tv wben-tv urpo-i
7:00pm 7:00pm 5:0^
ut'
• a*
Top 70 shows in 4 to 9 markets
■
Passport to Banger, ABC Film, Hal Roach (A'
21.9
7.3
kcop
- mi;.,,
9.7 74.7
keyd-tv kron-tv
7:30pm 10
77.5
king-tv
1" 00pm
20.5
wlw-t
9:00pi
"
3
Lift* of B'.ley. NBC Film, Tom McKnight (C)
21.1
72.0
kttv
20.7 20.4
kstp-tv kgo-tv
9:00pm 7:00pm
76.0 29.9
wgn-tv king-tv
9:00pm 7 30pm
I
Foreign intrigue. Sheldon Reynolds (A)
J 9.0
3.3 70.4
10:30pm 11 Ipm
23.7
wbz-tv
10:30pm
73.7
Wtcip-tV
; OOpm
Gin/ Fomhardo. MCA-TV Film, Guy Lonbardo
Films Inc. (Mu)
17.3
9.8 5.2
k " ' v
7 imp, ii 9:00pm
4.0
cklw-tv
8:30pm
Mayor of the Town, MC*-TV FSIr>. Gross
Krasne (D)
17.1
9.3
keyd tv
7 30pm
70.2 27.4 73.5
wnbq
i phi in -OOpm
Favorite Story. Ziv (D)
16.3
9.2
kron-tv
6 30pm
79.2 74.7
u aga t\ n fbfe tv
9 :300m
•J
Tll«> Whistler, CBS Film, Joel Malone (M)
!.>..>
75.7
kttv
10:00pm
72.2 27.7
wbz-tt
i i >m
74.0 78.4
vv ilik-tv king-tv
1" 30pm 1 pin
70.0
wmar-tr
ii :00pm
.Slur und the Storg, Official Films, Inc. (D)
14.6
70.7
km
79.9
k',,n tv
: oopo
73.2 72.4
,' sb tv wwj ■ iv
"!>m
B
Dong. Fairbanks Presents. ABC Films (D)
13.5
73.8 7 7.3
u',;i tv k'i.1
10:30pm 1" 30pm
73.4
kstp-tv
10 :30pm
75.3
ktnt-tv
10pm
"
7
The Falcon, NBC Film (D)
13.0
7.8
k ill
10:30pm
7.9
keyd-tv
: OOprn
6.7 77.3
■ kh\ tv king iv
m 9:00pm
79.0
wben-tv
10 :30pm
!>
Gene Autry, CBS Film (W)
13.0
6.3
kcop
7 Till
77.7 2.7
wnac-ti kovi
ii:00pm • "in |
20.7
klng-tv
"phi
Show type symbols: (A) adventure; (C) comedy; (D) drama: (Doc) documentary; <K> kids; May. While, network
.in- fairly stable 1 1 ••in • nc month to another in the markets In
-
(Ml mystery; i.mu) musical; c\v) Western. Ftlrai listed are synd
telecast In four ot more markets. The average rating Is an unwelght
market ratings listed above. Blank space Indicates film not broadc
lcated, half-hour length. which they are shown, this i
ed average of Individual be borne In mind when analy-
ast In this market 1-7 to last month's chart If bla
s true to much lesser extent with syndicate
ing rating trends from one month to another
nk, show was not rated at all in last chart
d shows. This should
In thlJ chart. 'Refers
or was In other than
■
1
!
I
I
1
HI SMI
CUve Columbui Mllw
specially made for tv
(STATION HAKKIK
79.5 23.4 25.2 7 7.4 22.9
M V. I
OOpm
1 i.ii
27.9
vuih<l
; DOpm
6.5 18.4 23.7
9.9 23.7 22.4 70.2 79.7
in SOpm
win ,■
:• 80pm
vvfiui rv
19.4 16.0
13.9
■
74.7 20.0
Utvtl tV
1 Pill
11 OOpm
30.4
9.4 77.5
74.7 24 7 9.5 22.7
ulvv .■
II iMli.in
u \i\
Mill
7 ihiiiiii
k..l iv
B 15pm
9.2 76.9 7.2 79.9 78.5
wnhk
| "Hi'"-
wbm-lv
6 :00pm
wtvw
fi :30pra
wrau-tT
7 OOpm
k..l tv
6:00pm
21.0 15.4 27.4 70.7 77.5
WfVH
9 :00pm
vihn- tv
lo 30pm
Willi I TV
7 INlpill
kid '>
1" OOpn
73.3 77.8
vv Ivv r
-. OOpn
wfmi t\
I 30pm
75.9
-. OOpm
I I I A I III N UAKK! "•
II. I'll
Char li.ttf
D i.l.-n
Mr. Of
30.8
62 0
26.5
36.0
57.5
22.0
vvl.'v
whlo u
59.8
27.8
29.8
35 5
vvhlv
vvlvv ,1
tfdsu H
25.5
pm
27.0
40.8
28.8
34.8
vvhlo If
45.0
Vl.l-ll tv
11 OOpm
23.8
32.3
13.8
32.8
.. OOpm
\> !vv i|
"• OOpm
wdiu tv
5:00pm
27.3
52.3
1 OOpm
wd»u tv
56.3
72.5
27.4
14.4
10 OOpm
73.0
7 "i>i>iii
73.0 73.0
vvntz k-.l If
10:30pm
22.2
'.> DOpm
78.5
wnbk
7:00pm
J7.7
oriel
li> SOpm
78.9
ksd tv
!> :30pm
70.7
w t Wi
5 OOpm
75.5 79.4
wpiz kwk-tf
in OOpm
46.8 20.0 47.5
54.3
50.0
39.5
1 rpm
74.3
78.0
wbrr-tv
72.0
U hv-il
78.0
* :30pm
lop 10. Classification as to number of stations In market Is Pulse's own.
Pulse determines number by measuring which stations are actually re-
ceiTed by homes in the metropolitan urea of a given market even though
nation itself may be outside metropolitan area of the market
WNOU'TV |]f$
THE NOTRE DAME STATION
Primary
Affiliate
Serving
SOUTH BEND-ELKHART
Here 's WNDU-TV's all UHF market
FAMILIES 206,600
RETAIL SALES $783,927,000
SETS 169,000 UHF equipped
An "ISLAND" Market . . . in an exclusively UHF area.
FIRST in per capita income in Indiana
SECOND largest population in Indiana
THIRD highest home ownership in U.S.
Call MEEKER TV for Availabilities!
WKOU'TV
CHICAGO
230 N. Michigan Ate.
Franklin 2-6373
•
Today, advertisers judge good and bad advertising in terms of sales results.
National Spot Radio can get sales — and not stop with building consumer demand
or gaining good will. We have the Formula For Selling Americans Today that
demonstrates "how" to use the medium.
This presentation has proved so exciting that many top agencies and
advertisers have arranged meetings with their management men, plans boards,
account executives and creative staffs, as well as their media people. And a great
many have asked for repeat performances, for further inspiration and study!
If you know how to use it
We want to show you "how" — with our new
Formula For Selling Americans Today. We're ready
to demonstrate, individually or in group meetings
with planning and creative people — as soon as \ou
give the word. Why not call or write us today?
EAST, SOUTHEAST
WBZ+WBZA
WGR
KYW
KDKA
WFBL
Boston • Springfield 51,000
Buffalo 5.000
Philadelphia 50,000
Pittsburgh 50,000
Syracuse 5,000
wese
Charleston, S
C.
5,000
WIST
Charlotte
5,000
WIS
Columbia, S.
C.
5,000
WPTF
Raleigh — Dui
ham
50,000
WDBJ
Roanoke
5,000
MIDWEST, SOUTHWEST
WHO
Des Moines
50.000
woe
Davenport
5,000
WDSM
Duluth — Superior
5,000
WDAY
Fargo
5,000
WOWO
Fort Wayne
50,000
WIRE
Indianapolis
5,000
KMBC-KFRM
Kansas City
5.000
KFAB
Omaha
50.000
WMBD
Peoria
5,000
Beaumont 5,000
Corpus Christi 1,000
Ft. Worth— Dallas 50,000
San Antonio 50,000
MOUNTAIN AND WEST
KBOI Boise 5,000
KVOD Denser 5,000
KGMB-KHBC Honolulu— Hilo 5,000
Kf X Portland 50.000
KIRO Seattle 50,000
DETROIT
Penobscot Bldg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Main 5667
FT. WORTH
406 W. Seventh St.
Fortune 3349
HOLLYWOOD
633/ Hollywood Bltd.
Hollywood 9-2151
5AN FRANCISCO
Run Building
Sutler l-3"98
f. ISlew stations on air*
OITY & 8TATI
CALL
LETTERS
i CHANNEL
NO
ON-AIR
DATE
ERP (kw>" Antenni NET
Visual | («)••• I AFFILIATION
STN8.
ON AIR
SETS IN
MARKET*
(Onni
PERMITEE. MANAGER. REP
DES MOINES, IOWA
KRNT-TV
20 June
316
623
CBS
WHO-TV 302 000 Cowtol Hrastg Co.. Kitz
"nu ' T "i,vvu Owned b] Krister & Tribune Co.
(Jardner Cowles. pres.
Bobert Dillon, r.p.
ff. \ew roust r if ct ion permits*
CITY & STATE
CALL
LETTERS
CHANNEL DATE OF GRANT ERP(kw)«
NO. Visual
Antenna
(It)'"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE, MANAGER. RADIO REP1
CARLSBAD, N. M.1
22 June
1.43
382
None
kiCA Carlsbad Bcstg Corp.
Val Lawrence, pres.
Norman R. Loose, v. p. & trea
Tar lor
Iff. Vetr applications
CITY 4 STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)1
Visual
Antenna
(ft)"*
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT, AM AFFILIATE
CHEBOYGAN, MICH.
20 June
5.16
434
$88,406
$43,990
None
Midwestern Bcstg Co.
Les Biederman, pres.
BOX SCORE
U. S. stations on air
Markets covered
V. S. tv sets (1 June '55)
I . S. ti homes (1 June '55)
420
252%
.{(,.100.000
34,200,0001
•Both new tp.'s and stations going on the air listed here are those which occurred between
2 June and 16 June or on which information could be obtained Jn that period. Stations are
considered to be on the air when commercial operation starts. "Effective radiated power. Aural
power usually is one-half the visual power. •••Antenna height above average terrain (oat
above ground), tlnformation on the number of sets in markets where not designated u beta*
fmm NEC Research, ronsists of estimates from the stations or reps and must be deemed approxl-
rnatp. SData from NBC Research and Planning. flln most cases, the representatives of a radio
station which is granted a c.p. also represents the new tv operation. Since at presstlme It 1*
generally too early to confirm tv representatives of most grantees, SPONSOR list* the reps of
th** radi<» stations in this column (when a radio station has been given the tv grant). NFA: No
figures available at presstime on sets in market. iNo construction will commence until antenna
site and structure are approved for air navigation safety. '-Will pick up and rebroadcast pro-
grams of WPBN-TV, Traverse City.
Demonstrate the Product, We Always Say
Channel 5— ABC
100,000 Watts
BLAIR TV
And who can make a better pitch for
U.S. Keds than the pooch that delights
half a million kids on Seattle's most
popular afternoon TV strip, KING'S
CLUBHOUSE WITH STAN BORESON?
To get extra sell into KING-TV
campaigns, we insist on talent tie-ins with
client products. KING-TV personalities
provide a big plus. They've had a five-year
headstart on the competition — and they
work before Seattle's largest TV audience.
So, whether you're selling tennis shoes
or toothpaste, the place to go is
KING-TV. In the Pacific Northwest,
that's where sales begin.
FIRST IN SEATTLE
KiNG-TV
40
SPONSOR
The Only
MAXIMUM POWER
Station Between
DALLAS AND MEMPHIS 423 miles
TULSA AND NEW ORLEANS - - 553 miles
NEW
ORLEANS
Represented by
VENARD, RINTOUL and McCONNELL. Inc.
Walter M. Windsor, General Manager
EVERY DAY
EVERY WEEK
\7
EVERY MONTH
*GyirTirs
ntitiu
au««ie1,ce
es to
I
I
I
I
I
I
i
1
gl-Oiv
i
I
1 i
and
*The average audience is increasing with
each report. According to Telepulse, KGUL-
TV's share of audience . . . sign on to sign
off . . . increased 15.3% in May over April
1955.
(Telepulse, Houston-Galveston Metropolitan Area May 1955)
NOW-MORE THAN EVER-THE
BEST BUY IN TEXAS'
HI
[it
teuiW
I
1
r
GULF TELEVISION COMPANY GALVESTON, TEXAS
REPRESENTED NATIONALLY BY
CBS TELEVISION SPOT SALES
42
SPONSOR
1 JULY
1935
NOW TO USE FALL FACTS BASICS
HERE'S ^<>l i; <,i im TO 9TH \NM M BRIEFING ISS1 I
TOP ARTICLES appear in immediately following pages. The) include
which for fn-t time reveals -|«>i tv .m<l radio expenditures of majoi adv<
ii|>- dm lall buying horn network and representative firm heads; an ana
local radio and t\ programing. For lull description see PAGE I
SECTIOh
SECTIO\
SECTION
SECTION
SECTION
(Tiny
1
2
3
4
5
6
TELEVISION: This is your over-all look at both of the video medio, spot and network,
including complete fall network tv lineup. Section starts PAGE 43
TELEVISION BASICS: Compiled in an 1 1 -page section are the key statistics which
sum up the size and cost of tv, 1955. Section starts PAGE 113
FILM BASICS: You'll find facts here on the extent film is used; audience for reruns;
plus tips on buying syndicated film shows. Section starts PAGE 133
RADIO: The over-all picture in spot and net radio, including buying trends in spot
radio; analysis of fall network programing. Section starts PAGE 133
RADIO BASICS: Charted in 13 pages, latest facts on radio's size and* reach; costs
compared with other media; spot, net billings. Section starts PAGE 1S3
TIMEBUYING BASICS: A book within a book of 40,000 words, condensing the
13 seminars held under the auspices of RTES, New York. Section starts. . PAGE 109
FOR SUMMARY OF THE TOP TRENDS REVEALED IN THE 304 PAGES OF FALL FACTS BASICS, TURN PAGE
The '211 TOP TBS this fall
Those* arc major developments digested from 304-page Fall Facts Basics
This is your over-all look at fall television and radio as digested from
SI ONSOR's coverage of each of the air media divisions. It's designed
to give you a quick briefing on developments reported in this biggest
issue of SPONSOR'S history. Previous page shows complete contents.
SPOT TV TRENDS
i Com pit ii /■' port starts /<".</' <'> t i
1. Nighttime tv is tighter than
ever. New tv stations have been add-
ed but not enough to ease the squeeze
in most of the major markets which
advertisers crowd. Furthermore, high-
grade network programing resulting
from the rivalry between the webs,
among other factors, has attracted a
rush of new clients into nighttime spot
television, adding to pressure.
2. I.D.^s are more popular than
they have been, because they can
still be cleared during Class "A" time.
However, even I.D.'s are getting tight.
Another popular buy today is minutes
and 20-second announcements during
the evening hours just preceding and
following network option time.
3. Film commercial trend is to-
ward live action. There's a notice-
able trend back to live-action film
commercials using limited number of
actors, as contrasted with big rush to
animated cartoons that followed the
S AG reuse payment agreement of 1953.
4. A U.S. tv set count is under-
way, expected to he complete by
early fall. The U.S. Census has un-
dertaken this job for ARF, will deter-
mine the number of tv sets in the
homes surveyed for census purposes
Networks and TvB are footing the bill.
But this won't <;i\e admen the facts
the) need on sets within each duii'mI:
census will break set penetration down
by regions only. NARTB, however, is
working hard to get it- long-planned
set count and circulation study under-
way and that will prov ide market-b)
market figures.
5. Syndicated film is $60 million
business. Despite heavy competition,
sale of film produced for tv as well as
features has shot up. ( For coverage
of film in addition to Spot tv section.
see Film Basics, page 133.)
NETWORK TV TRENDS
(Complete report starts page 86)
J, Programing developments are
highlighted by decline of situation
comedies and rise in outdoor ad-
venture shows. These two nighttime
trends are joined by two others which
started last season and are being con-
tinued this fall, namely, more 90-min-
ute extravaganzas and shows produced
by movie studios. In daytime tv, the
outstanding program developments are
the lessening importance of soap op-
eras, and the increasing importance of
personality-type shows.
2. Clearances are improving.
Among the top 100 markets, 25 have
gained or will gain over the summer
an additional station as compared with
last September. But full competition
between the three major networks in
the top 100 markets is still not possi-
ble. Only 23 of them have three or
more vhf or three or more uhf sta-
tions. Washington is tackling the diffi-
cult allocations problem through ex-
pert committees and hearings to see
how much de-intermixture of uhf-vhf
markets can be accomplished.
3. Costs are continuing to rise.
ibis is a result of increasing set sat-
uration, competition between the net-
works for stars, rising program pro-
duction and union scales, hut the fact
advertisers are waiting in line to ^et
in testifies to the effectiveness of tv
and the fact that its cost-per-1,000 is
competitive with other media.
4. More alternate-week sponsor-
ships feature buying trends. With
buying not quite finished for the fall,
there are 66 alternate-week sponsor-
ships scheduled. In October last year
there were 58 alternate-week sponsor-
ships. Single show7 sponsorships have
gone down from 83 last year to 60 so
far this coming season.
5. Major programing changes are
underway, particularly on CBS TV.
(For complete charts of fall nighttime
and daytime network television line-
ups, see pages 90-95 I .
SPOT RADIO TRENDS
(Complete report starts pagt 154 I
Z. Morning-only buying is giving
ivay to more balanced approach.
Advertisers this fall are showing will-
ingness to hu\ all time periods in
many cases. Nighttime radio has been
made more attractive through rate re-
ductions and admen are less concerned
with television competition. What's
being considered today is just what the
radio buy itself delivers rather than
what's going on in tv at the same time.
2. Biiyers view spot radio as bet-
ter buy now than it's ever been
if it's used creatively. Many of the
points sellers of time have been mak-
ing over past seasons are beginning to
be reflected in views of buyers i see
quotes from buyers in text and dis-
plav of spot radio pages).
44
SPONSOR
.'>'. SpeciaHwed programing < ontin-
ih's to grow. Negro, Mexican-Amei
ican .in- probabl} fastest grow ing spe-
cialties. Negro programing ia carried
l>\ ,(i least 596 stal iona ilii- ) eai .
/. SPONSOR predicts spot radio
billings will continue rising. Based
on it- research in ea< li branch "I the
.in media, sponsor in this issue makes
predictions "I trends underwaj and
trends I me, Ine indications ai c
^|)nt radio will continue growth which
has can ied through t\ - big surge.
5, Stations have revamped pro-
graming structures to coincide
nil It listening habits. There are
more service packages "I news, traf-
fic and weather reports. Emphasis on
local and regional news continues.
NETWORK RADIO TRENDS
/■/, (( ,-, port starts pagt 170)
/. Buying patterns are becoming
more flexible. The flexibilih offered
b) network radio ran be divided into
three types: lit a greater variet) in
the length of announcements, (2) flex-
il>ilit\ in the size of station lineups,
i 3 i more chances for "scatter bu) ing."
2. Changes in programing will he
featured by tiro contrary trends,
long shows and strips. Both trends
permit sale ol low-cost short units.
'.i. Advertisers tire less interested
in single-show sponsorships and
more interested in cumulative au-
diences. The decline in listening dur-
ing am one period of time i- reason.
i. \ew rale cards uill stress the
single rate. Actually, the single rate
had been in effect but had been hidden
1>\ complicated discounts. U$C has
had single gross rate since lasl /ear,
Mutual instituted single uro-s rate and
single discount on 1 July. (IBS has
worked out single rate card. NBC is
expected to follow suit.
5. yeticorks are still experiment-
ing with a variety of program
ideas. \\\{. is seeking answers through
research; CBS i- stressing stars, i- al-
so showing interest in dj.'s; MBS i-
starting shows to give the web a "per-
sonality"; NBC maj adapt the Moni-
tor concept to weekdays. * * *
i mn.i< \\t I \Ol I I ION
Situation comedy trend touched
off by CBS TV "I Love Lucy"
is waning even though "Lucy'
i t sol f stayed on top this past
season. Imitators clogged air,
were dropped left and right
this year. For comments on
next fall s tv programing see
columns, pages 16 and 32,
and Net tv starting page 86.
WEEKEND K\I>1<>
"Monitor," new NBC Radio
weekend-long program, puts
spotlight on weekends. It
spurs trend already underway
to sell weekends harder. In
picture executives of Miller
Brewing and its agency fete
"Monitor" announcement buy.
(L. to r.) Vernon S. Mullen,
Jr., ad mgr.; Edward Ball
Mathisson, Milwaukee; George
W. Diefenderfer, central div.
mgr. radio net sales, NBC;
Carle Rollins, NBC salesman;
George Gill, Miller r-tv exec.
FIRST HI MM. TEX I
Over past season admen and
industry executives made im-
cortant contributions to field
of timebuying with talks before
RTES Timebuying and Selling
Seminar. Show after 12th ses-
sion are Gordon Gray, WOR
v.p., moderator; Dan Denen-
holi, research & sales promo-
tion head, Kati Agency; Max-
well Ule, research v.p., K&E.
(They discussed ARF ratings
report.) At right, Claude Bar-
rere, chairman RTES seminar
committee. 40,000-word digest
of seminars starts page 209.
ffffifflK
11 JULY 1955
45
TELEVISION AND RADIO
ABC President Robert E. Kintner
suggests advertisers increase air
spending, warns them not to for-
gel radio's efficienc) and economy
MiC President Sylvester I.. Weav-
er urges radio-tv combination buys
like "Color Spread" for excite-
ment and "Monitor" for repetition
TEL
J. J. Van Volkenburg, president,
CBS TV, notes that never before
ha\e advertisers invested in net-
work t\ so early in the season
"My advice to admen on fall Inning"
Tv and radio presidents offer variety of tips on two changing media
For greater clarity, sponsor arranged comments (and portraits above)
of network presidents according to those heading both radio and tv
webs, those heading tv only, those heading radio only. In their
statements they speak as salesmen to buyers of radio and tv time.
TELEVISION AND RADIO
A
Robert E. Kintner, president ABC:
If I were an advertiser. I would, in
the coming season, do what most na-
tional advertisers are doing — raise the
proportion of my advertising budget
invested in broadcast media. But, un-
like many advertisers, I would make
certain that a fair share of my total
network broadcast budget was ear-
marked for network radio. In allocat-
ing a balanced radio and television
budget I would be following the lead
of some of the country's leading ad-
vertisers— the Carnation Co.. General
Mills. Pabst Brewing Co.. Firestone
Tire & Rubber Co., General Motors, to
cite a few — and thus assure the great-
est return on my broadcast investment.
One mistake manv advertisers make
is not buying radio, or buying radio
as an afterthought, with the result that
they make a network radio investment
way out of line with the television
buys. Television has so quickly be-
come the dominant national advertis-
ing medium that many advertisers
tend to think that tv takes care of all
their broadcast needs — and in so do-
ing overlook the size, economy, effi-
ciency and flexibility that make net-
work radio such a perfect complement
to network television.
In television, the basic problem is
not how much to buy, but rather how
to buy most wisely. For maximum
cost efficiency. I would invest in one
or more regular weekly or alternate-
week programs, rather than a costly
once-a-month "spectacular." Mv rea-
soning is this: The average half-hour
program is about 50' '< more efficient
in homes reached per commercial min-
ute per dollar invested than spectacu-
lars, which are at best luxury pur-
chases. Moreover, in four weeks the
typical half-hour television program
delivers over 28.000.000 home visits
compared with 11,659,000 for a spec-
tacular.
The regular program offers greater
frequency and continuity, steady "pro-
mot-ability," greater impact and spon-
sor identification. I would carefully
consider these sound, durable values,
as opposed to the almost hypnotic ap-
peal of the "splash."
One other factor I would consider
as an advertiser. I would not buy a
television program or franchise be-
cause of the "label" it bore. No net-
work has a corner on the market for
sound network television buys. The
mere fact that there will be so many
new programs premiering this fall on
all networks would indicate to me that
I should certainly shop all networks.
Failing that. I might be investing in
"pasts" rather than in "futures."
TELEVISION AND RADIO
A
Sylvester L. Weaver,
presi
dent
NBC: Advertising people this fall will
again be hard at work cutting through
masses of resistant data to get at the
hard core of results. But what results
46
SPONSOR
IY<I Bergmann, managing diret
or, l)ii Mont, -.i\- every-week
■Imw I- -till basic n> iv, Bees li\.-
\ ~h>>\\ - on i li<- wa\ out fast
i: \
will \ou l>c looking for? Do you want
the kind iif excitement thai gets your
product talked about in millions ol
homes? Do \<>u want to build your
prestige an ong opinion-forming, lead-
ership groups? Do you want to gal-
vanize \our dealer organizations 1>\
underlining your ad program with
flashes of color'.''
Whether you want any one of these
results, or all of them, or still others
besides, you will need a flexible ser-
vice which ran be shaped exactly to
your needs. We at NBC helie\e we
have the answer in a new concept call-
ing for the combined use of television
and radio for the maximum advertis-
ing effectiveness and efficiency.
I his thinking is a natural outgrowth
of two other developments in sales pat-
terns. The first of these is the Color
Spread, which we developed this year
as we realized what a powerhouse we
have in color. We planned Color
Spread for use this fall as an extension
ol our magazine concepl which would
permit both targe and small advertis-
ers to gel in on the impact of color
and the spectaculars. The second con-
cept is Monitor, out weekend radio
service, which offers the most flexible
sales plan ever devised bv network
radio. Like Color Spread. Monitor uses
the magazine concept and. in this sense,
radio has learned from television.
T>\ gearing both television and radio
to modem selling, one arrives almost
inevitably at the "combination" con-
cept— the coordinated use of both me-
dia. Here vou have the onlv non-
duplicatiim combination of national
advertising you can find. Suppose you
11 JULY 1955
Villon- Hull Bayes, president,
i BS Radio, points out thai clients
who do not use i idio shut them-
selves "II i i one-third ol market
Mlf^ IV. ildenl I F.
id van
■ lio'i M' ubilit) and buj
plans ■•
use Color Spread and Momtoi as \ "ii i
forms from each medium. On Coloi
Spread vou get impact and demonstra-
tion at the time ol your choice — the
righl time for your product. You gen-
erate excitement about vour product
in the trade and at the same time you
sell it on the air. Through Monitor.
on the other hand, vou get flexibility
and repetition of brand-name selling.
The combination of the two forms
gives you the impact of color, excite-
menl in the distribution chain, a- well
as on-the-air. brand-name saturation.
This kind of value-pattern in adver-
tising is bound to grow ami grow. It
rules out any undue emphasis on cost-
per- l.di mi. \ on can bu) advertising
for very little cost-per-1,000 on some
television shows, or in radio, or in
three-sheet-, or skv -writing. But if
vou evaluate vehicles like the specta< u-
lars and Color Spread on a cost-per-
1,000 basis, you are missing the point
completely. For such an evaluation
does not take into account the dealer
excitement, the talked-aboiit quality,
the newness interest the ver] things
that the spectaculars and Color Spread
are designed to produce.
The spectaculars, lfon£for,and Color
Spread all buttress the trend we -tailed
in 1949 with oar plan for rotation of
advertising. In the future we will seek
to place even greater numbers of ir-
regular attraction- on top of our regu-
lar show-. We will bfing our audi-
ences opera, ballet, the circus] ice
shows and entertainment of all kind-.
as well .i- great national and world
.\ent-. The advertiser who buys into
a certain blue-chip asso< laubh-pattefn
ol advertisements will gel his ^<\- on
a -pc id' night along h ith othei
i ti r «■- during the year] \nd he will
have agreed to ii before we scheduled
it. but in a pattei ii tli ii maki - -
[Ol him and the audien e BS well.
The trend is toward the 90-minute
spectai ulars, the big-time one-shot
-how- such as out U ide li ide '/ orld
and the telementaries, the electronic
;azines su< h as our I II '-'/' . the -i\-
se< ond billboard announcements and
network radio'- custom-built weekend
cumulative audien..-. Id.-.- are all
health) advertising and promotion
trend- which we believe will hel]
cure the place of television and radio.
complementing eat h other, as the
flexible media evei put in the -
of the advert
II I I \ ISION
A
J. J. \ an \ alkt'ttbtirq. president
i BS I \ : \t no period in the past have
so man) advertisers invested in net-
work television so far in advance of
the fall season.
The) have mad.- their fall television
plans particularl) earl] this oar in
order to assure for th< - the best
I fograms in the besl possible time
periods. This applies not onl) to night-
time television but to daytime as well,
and clearl) establishes the advert -
growing recognition of daytime ide-
a's tremendous values in reaching
'htinued next /*'-•
47
the housewife at the ver) lime she is
making up her shopping list.
Furthermore, advertisers recognize
that this fall television will exert a
greater influence over Americans than
ever before.
Bv October there will he more than
36,000,000 television families 4,000,-
(Kill more than a year ago. Of equal
importance, this larger audience will
spend even more time watching tele-
vi>ion than last season when the
monthl) average reached as much as
five hum- and 53 minutes a day — an
all-time high.
Americans will devote so much more
time to television next fall because
there will be so many great new pro-
grams to see. Day and night, the net-
works are planning startling new se-
ries, revealing new. intriguing pro-
gram concepts and introducing famous
names, new to television, including
established performers, writers, pro-
ducers and directors drawn in increas-
ing numbers from the stage and mo-
tion pictures.
Those advertisers, planning well in
advance, can look forward confidently
this fall to the most productive selling
season in television's history.
TELEVISION
A
Ted Bergmann, managing director.
DTN: Spectaculars may continue to
Gome and spectaculars may continue
to go, but the hard core use of the
television medium at the network, re-
gional and local level will always be
contained in the sponsorship of the
half-hour drama in the nighttime and
the quarter hour in the daytime. Due
to their ability to garner viewers week
after week and year after year, these
programs constitute the efficient "bread
and butter" advertising and entertain-
ment effort.
Television station operators and ad-
vertisers alike have discovered at least
one of the facts of life regarding our
great ubiquitous industry; as a result
of this awareness, the live show, in
quantity and frequency, is fast joining
the brontosaurus. Live studio pro-
graming requires lots of people behind
the camera in addition to real estate
and equipment. Once a live show is
aired, it is gone forever. Unless the
audience was there at the precise mo-
ment, no amount of merchandising
effort will recover the lost sales. The
answer is obvious — and so is the ob-
jection film and its high cost. But
need it be high'.'' Suppose. Mr. Spon-
sor, someone told you that your live
program could be filmed for a small
traction above its current live costs?
Suppose further, that this film could
he replayed under your sponsorship
for free'.'' Third, fourth, filth, etc. runs
of the same program could then be
had with a small cast repav ment. \\ hat
would you say?
Of course, everybody says "show
me" and that is just what we are do-
ing. Ninety-four organizations con-
sisting of advertisers, agencies, film
producers and broadcasters have pa-
raded through the Du Mont Tele-
Centre in New York viewing demon-
strations of the Du Mont Electronicam
since our initial unveiling of the sys-
tem; and with the exception of a few
hard bitten cynics (there are always
a few of them around ) , the enthusi-
read newspapers. These people repre-
sent more than a third of the U. S.
buying public. Radio is the only me-
dium most of them ever come into
regular contact with.
Needless to say, radio provides far
more than this huge "exclusive audi-
ence." With sets now in 96'^ of U. S.
homes, radio reaches practically every-
body. On the average, it reaches nine
families in 10 for more than 17 hours
every week. And despite the number
of new stations that come on the air
every month, it is the network stations
and the network programs which at-
tract the largest audiences. Even in
the most highly saturated television
markets, listeners prefer netivork ra-
dio. Of the top radio programs in
television's 24 biggest markets, 89%
come from networks. 10' i originate
locallv at network stations, and 1%
come from independents.
If the amount of time invested by
Complete coverage of network television and
radio appears in succeeding Fall Facts Basics
sections. >-I%etwork television starts page
86, including complete fall programing lineups.
>-]%etwork radio appears starting page 170
asm for this live television program-
film method has been unanimous.
We live in an age of progress. We
work in an industry dependent upon
progress. The Du Mont Electronicam
is the result of progress. It will not
only contribute efficiency but, also,
better programing and the resultant
better access to viewing audiences.
RADIO
A
In /mi- Huff Hayes, president CBS
Radio: The national advertiser who
does not include radio in his schedule
automatically shuts himself off from
a third of his market. Today, there
are still 30 million people who do not
see television, 37 million who do not
read magazines. 18 million who do not
the listener isn't sufficient demonstra-
tion of network radio's continuing
high popularity, consider the amount
of money invested by advertisers.
Sponsors are currentlv spending $130.-
000,000 a year for lime alone to sell
on network radio.
What the advertiser should buy on
ladio depends entirely, of course, on
what he is trying to do. One of the
most attractive things about network
radio is its flexibility — the way time
can now be purchased in nearly any
size or combination of sizes, to meet
special advertising needs.
Some advertisers see their major
problem as that of reaching vast num-
bers of different people throughout the
week. General Motors, for example,
is sponsoring 18 five-minute newscasts
spread throughout the week on CBS
Radio, and the cumulative effect of
I Please turn to page 2961
48
SPONSOR
VJb,
4 1 50°
,0*
IS
1 ;
rur
u"~ QucUa}
^
A
^
0
^C
■u-
^
■\W
^^ R/£w^ <,^ •"
,
o
rs(;>
IiioiIkm* milestone
V
ig*c ^
SPONSOR brings advertisers
FIRST industry estimates of
spot expenditures
... i J
X
2
o°°<
/jtutvW-
^
?00r
V
OOQ, OO 0
J5F^ ^ - 0,000
SPONSOR estimates point up need for regular reports of spot spending l>\
advertisers to give admen full pieture of the way media dollar is divided
Www the page- following appear the first puhli-hed
estimates of the spot radio and tv expenditures of
many oi the country's leading advertisers as gath-
ered in a survey over many months l>\ sponsor.
They attest to spot's dramatic rise to major stature
a- an ad medium.
The figures help in part to fill the great void in
spot Statistics. No Ii~t of ad spending can be ac-
curate, sponsor's spot figure- -how dramatically,
without inclusion of spot expenditures. A good ex-
ample i- shown in the case of Liebmann Brewerii s.
Liebmann appears on the very bottom of the "top
LOO" U.S. advertisers 1 i — t based on expenditure- in
newspapers, magazines and network-. A- reported
for these media by ANPA and PIB. Liebmann's
1954 budget is set at $2,608,326. But sponsor esti-
mate- that Liebmann's combined spot tv and radio
budget came to $2,350,000 for the same period.
11 JULY 1955
almosl equal the total (gross) reported for the
other media. Liebmann's maim media are thus
completely unnoticed in the "top 100" lists cus-
tomarily published.
How misleading such listings can be is evident
from the fact thai the Bulova Watch <'<>. is mi--ing
entirel) from the LNPA-PIB "top 100." Yel this
account spends an estimated $6,500,000 foi spot t\
alone an amount greater than the total figures
over 60 of the "top LOO" based on ANPA-PIB.
The sponsor listing make- no pretense at being
complete. It was undertaken to encourage further
effort to provide an industrywide service thai would
give spol it- proper place in the media picture. From
this pioneering efforl it i- apparent that despite the
man) problems and obstacles, it i- possible to com-
pile -pot dollar expenditures. ^ ^
SPONSOR learned during it- research that mosl r W
49
advertisers and agencies would wel-
come regularl) published spot esti-
mates willi enthusiasm. Most arc
aware of -pot'* growing size and im-
portance, but a surprising number are
not. B) no means untypical is this ad
manager's comment: "We have so
main divisions, it would take a lot of
time to do the accounting job. We
1 1 1 — t haven't done it and we don't know
ourselves what we spend in spot."
Said another who complained of the
same problem: "I haven't the vaguesl
idea — when you find out what our
spot expenditures were last year, please
let me know.
In many places sponsor found a
ready sympathy for its endeavor to
develop spot figures, and the amount
of co-operation by various companies
was greater than anticipated.
Basis for spot tv spending estimates
of three soap companies was N. C.
"Duke" Rorabaugh who makes regu-
lar estimates of spending 1>\ soaps and
other products based on his Rorabaugh
Report on spot tv activity. Companies
referred to are: Procter & Gamble.
Colgate and Lever Bros.
Rank order of advertisers in the list
below is based on their expenditures
in newspapers, supplements, magazine
Spot figure* include product
The sources from which SPONSOR
obtained the estimates above must
remain confidential. For the
most part, they can be assumed to
be substantially correct. Where no
information at all is available, the
words "no estimate" appears. In a num-
ber of cases the amounts were so
small as to be considered negligible.
Estimates of "under 525,000 fall into
this category. Blank means that
the company is known to have used no
spot at all. Liquors, which are by custom
barred from radio and television, are
described as "not eligible." Automobile
,«Tf
FOR THE FIRST TIME-
Advertj$<r Total Newspapers General and Network
In 4 media only and Supplements Farm Magazines Radio
1. General Motors Corp $72,036,827 $37,391,415 $20,560,238 $ 3,780.932
2. Procter & Gamble Co 49,836,201 7,251,400 6,543,905 12,339.668
3. Colgate-Palmolive Co 33,607,968 10,990,682 3,713,779 4,813.770
4. Ford Motor Co 32,548,927 17,999,652 7,802,561 774,408
5. General Foods Corp 32,418,050 9,351,441 10,037,913 3,300,129
6. Chrysler Corp 29,751,899 11,787,596 7,276,136 1,867,212
7. General Electric Co 21,262,506 3,792,542 9,558,916 949,500
8. Lever Bros. Co 21,050,751 6,803,797 2,561,151 4,471,376
9. Gillette Co 20,744,721 2,296,936 1,344,955 5,562,378
10. B. J. Reynolds Tobacco Co .,19,500.175 3,100,393 2,799.914 1,770,940
11. General Mills Inc 18,098,358 3,186,138 3,557,233 3,724.388
12. American Tobacco Co 17,663,577 2,623,775 4,028,033 1,526,617
13. Distillers Corp.-Seagrams Ltd. . . . 16,416,836 9,815,375 6,601,461
14. Liggett & Myers Tobacco Co 15.148,774 3,628,065 2,467.438 2,291,452
15. P. Lorillard Co 13,954,647 1,202,477 2,781,481 3,300,830
1 6. National Dairy Products Corp. . . . 13.008,123 3,338,891 2,972,715 812,300
17. American Home Products Corp. . . 12,655,874 1,587,823 2,058,815 3,474,699
18. Campbell Soup Co 11,767,988 1.567,374 5.081,057 573,195
19. National Distillers Products Corp. 11,527,200 6,718,375 4.808,825
20. Swift & Co 11,038,835 2.971,310 2,117,914 3,048,726
21. Sehenley Industries Inc 9,441,430 6,157,600 3.283,830
22. Goodyear Tire & Rubber Co 8,978,809 2,267,630 4,743,546 333,622
23. Sterling Drug Inc 8,919,299 2,822,348 1,854.212 3,518.756
24. Quaker Oats Co 8,799,180 2.136,409 2,726,988 1,570,399
25. Kellogg Co 8,746.510 1,059,120 1,513,361 1,910,402
26. Pillsbury Mills Inc 8,483,782 907,095 1,516,827 2,049,177
27. Rristol-Myers Co 8,255,450 922.532 3.040,210 1.481.137
28. Miles Labs 8,109,116 319,010 921,639 6,172.592
29. Standard Brands Inc 7,926,186 3.740.877 3.048.647
30. Westinghouse Electric Corp 7,862,273 2,184.427 2.056,236
31. Philip Morris Inc 7.694,243 1,245,847 l.f>52.886 1,126.951
32. American Motors Corp 7.492.520 4.015,528 1,958.167 40.477
33. S. C. Johnson & Sons 7,213,065 1.626,338 1.007. 196 1.865,201
34. Radio Corp. of America 7.210.115 1,569,702 2^66,555 883.275
35. Studebaker-Packard Corp 6.748.754 5.121,118 1.329,396
36. Philco Corp 6,598,872 1.349.976 1,200.514 1,316,962
37. Borden Co 6,431,896 2,811.797 1,636.358
38. Amer. Telephone & Telegraph Co. 6,399,801 85.825 5,498394 815,582
39. Armour & Co 6,397,025 2,413.462 2,107.475 661,509
40. Texas Co 6,168,586 2,172,663 2.635,722 881.582
41. Coca-Cola Co 6.082,929 1,558,936 1.701,464 459.609
42. E. I. du Pont de Nemours & Co. . . 5.714.a59 818.794 1. 154.877
43. Carnation Co 5,548,371 1,652.143 844,902 1,887,465
I I. Serutan Co 5.266.153 396.492 3.864
45. Monsanto Chemical Co 5,236.117 4,101,841 865,129
46. Nestle Co , 5.223.567 3.344,852 1.307.751 146.206
47. Firestone Tire & Bubber Co 5,144,177 949.585 1.870.252 766.935
48. Int'l. Cellucotton Products Co. . . . 5,037.912 " 1.635.247 2.557.869 407.966
19. Johnson & Johnson 4,994.655 878.393 3*915,499
50. Eastman Kodak Co 4,829,543 1.708.488 3,121.055
SOURCES: gnreau Ing »i ANPA. I'll! ulih SPONSOR eaUmatac for spcrt.
1954 advertising expenditures
Network
Television
$10,304,242
23,701.228
14,089,737
5,972306
9,728,567
8,820,955
6,961,548
7,214.427
11.540,452
11,828.928
7,630,599
9,485.152
6,131,819
6,669,855
5,884,217
5.534,537
4,546.362
2,900,885
1,634,011
723,983
2.365.384
4,263.627
4,010.683
2,778.271
695,875
1,136.662
3,621,610
3.668.559
1.478.348
2.714.030
1,890.583
298.240
2.731.120
1.983,741
1.214.579
478.619
2.362.920
711.188
1.163.561
4.86x71)7
269.1 17
1.121.758
1 .557.345
436.830
200.763
Spot
Radio
S3.000.000+
S 1.750.000
SI, 750.000
S3.000.000
no estimate
S3,000.000
S200,000
S750.000
S 1.600.000
S375.000
S500.000
not eligible
no estimate
S IIMMIIIO
SI. 500.000
SI 00.000
not eligible
no estimate
not eligible
no estimate
SI. 500.000
S200.000
under 825.000
under S25.000
S350.000
no estimate
S250.000
no estimate
SI 35,000
no estimate
no estimate
SI. 000.000
no estimate
no estimate
S750.000
no estimate
S950.000
S2.000.000
no estimate
no estimate
no estimate
no estimate
8750.000
no estimate
no estimate
under S25.000
Spot
Television
S5.000.000
S10.500.0O
S3.000.000
S6.000.000
S3.2O0.000
S4. 500.000
S220.000
81,250,000
SI, 900.000
S750.000
S600,000
not eligible
SI. 200.000
S9 10.000
Sl.500.000
8500.000
not eligible
no estimate
not eligible
no estimate
84.000.000
no estimate
no estimate
under S25,G
no estimate
S4.000.000
SI. 600.000
no estimate
891.000
no estimate
no estimate
S300.000
no estimate
no estimate
no estimate
S2.000.000
no estimate
no estimate
no estimate
8900.000
S750.000
no estimate
no estimate
8125.000
arv estimates of net upending
ompany estimate! include co-op expen-
liturcs, for purposci of comparison with
he newspaper figures. Newspaper ex-
jndifurcs reported above, however,
lo not distinguish between company and
L.il r \harcs, but arc estimates of total
lollors, while SPONSOR'S spot estimates
ake into account only the company
.harr. Note that when spot figures are
iddtJ to a company's total ad budget it
S I'kely to change that firm's ranking
— which points up the pressing need lor
■u^h estimates to complete the picture.
Most figures shown include product on
:osts, arc estimated actual expenditures.
.ii.l I. ii in magazines, network i
and le\e\ ision 1 .1- reported bj \\l" \
.mil I'll!'. No attempt has been made
to [r\ 1-. the "i del "I this ranking
based on -1 "i expenditures; spol is
m. 1 -li..u 11 in. luded in the "totals l"i
. .i< Ii advei tisei . In ordei to < ompili .1
1 1 ii<- I1-1 ..I the top LOO advertisers in
,11 majoi media, it would have been
11 cessai ) t" f ■ 1 — t obtain est i mat
spol spending foi all majoi Bpol ad-
v , 1 tisei s. I "i man) big spol advei
lisei s do H"i even Bhovi up it the bot-
tom i'l the lisl "l advertisers below if
their spending in newspapers, n
zines and networks is minimal.
.1 H illi Ii
mining — j • « - 1 spend inj; ..t tin 'top 1
1 tisers below, mmv- ii
.hi reliable I
..I them. \n effort was madi
• mil. ilr mi ..III. 11
. -1 spol spenders firsl and in n
dvertisen
timal 'itli small
budgets.
Spol has grow n t" matui it) in b
,,1 billing. \n !• « epted industry -wide
spot estimating service would go lai
toward m hievemenl ol the adv< 1 1
,, . ognition !.> whit li spol is entitled.
* * *
■ . J" I Please note: ranking of the 100 advertisers shown on this chart is bos
SIX ITldJOr fTI6dl3 on four media ot left and does not include expenditures in spot radio and
Totil Newipaprr* Central and
«ovrrri$«r In 4 medli only «nd Supplements Farm Magitflnes
National Biscuit Co Sl.819.2W $2354,007
A\eo >lfg. Corp 13562286 1,379,852
Vtm. Wrigley Jr. Co 1. 166. 1 12 1396320
Soeon> -\ ncuuni Oil Co 1,435,708 2389
Itcxall Drug Co 1,405375 8.i.9BI
Andrew Jcrgcns Co 4351,797 1,140,117
llclcnc C urtis Industries Inc. . . . 1 2,0.333 1,952,681
Kaiser Mntora Corp 1,163357 1389,091
Jos. Srhlit* Brewing Co 4.089.01') 1,186360
Gulf Oil Co 1375,774 2.018.212
Broun A Williamson Tobacco Co. 4.064.370 677.5 57
Scott Paper Co 3,952310 287.126
B. F. Goodrich Co 1,756422 >,854
Biram Walker 3,734,098 1.821.078
Sunbeam Corp 3,665,415 111.207
Anheuser-Busch Co 1376,767 1.693.231
Pepsi-Cola Co 3,563.175 1.543,614
Standard Oil Co. of Indiana .... 3354339 1,469.876
Florida Citrus Commission .... .172.384 591.642
Wesson Oil & Snowdrift Co i. 1 16.146 1,097355
Pabst Brewing Co 3,383.602 372,795
Syliania Electric Products Inc.. 3330312 789.859
Borg-Warner Corp 3.219. 105 722.908
Bazel Bishop Inc 3.186.621 285.2 18
Pet Milk Co 5.180.780 271.518
Corn Products Refining Co 172.761 1.061.707
U. S. Steel Corp 3.153.626 277345
Aluminum Co. of America 3,153,197 70.772
Dow Chemical Co 3.149.112 224,409
Best Foods Inc 3.134.340 .361
Boubleday & Co 3.061.392 2.087.931
Prudential Ins. Co. of Amer. . . . 2.977.389 1.239.630
H. J. Beinz Co 2,973,712 1331,857
Clorox Chemical Co 2.883.106 2.330.131
Consolidated Cosmetics Inc 2.855.218 1,707,173
Fnstern Airlines Inc 2.819.776 2.819.77'.
Brow n-Forman Distillers Corp. . 2.812.308 1303
Admiral Corp 2.802.698 9,465
Sun Oil Co 2,795322 1 .610.9',:
Carter Products Inc 2,789334 10.211
Inion Carbide-Carbon Corp. . . . 2.747307 939.235
Armstrong Cork Co 2.718.383
Greyhound Corp 2.701.251 1,741
Lambert Co 2.683.935 368.156
Pan American World Airlines Inc. 2,665,457 1.130.703
Hallmark Cards Inc 2341382 66,053
Standard Oil Co. of V J 522
American Airlines Inc 108 2 1
Mutual Benefit II. A A. Assn. . . . 2,617,097 1303,130
I i. -Lilian n Breweries Inc 2.608.326 2,435,829
cd only
spot tv
| 749369
1,623308
134,027
1 ,683,026
2.231.977
1,444390
1,057394
1.057.138
1,073397
326.136
1.154.213
1,457,416
2,026,194
1.913.020
1.332.391
93,190
850.806
81.727
842.2 .'■
1.092.595
427. 109
698.8 18
2.U59.212
39.916
1.716.863
1.170.775
1.762.303
792.9HI
1,463310
941,426
8.525
1.458.863
552.675
172.117
1.308.778
1.182.841
222.127
5.225
1.780.772
1.509.017
1,092
1.107.281)
1,061
210.111
66.266
19 1.716
172.197
Network
Radio
$ 660.115
18,419
1,723,700
.289
62
195.195
220.710
1.717.028
132.311
18365
1.79(1.;!'
1.258.817
1,013.832
32.100
18.565
769,980
266.433
29.586
820319
217.039
151316
962358
3 16,989
556.598
523.350
Network
Television
-.599
1314307
6 12. 1 95
1,464
1.172.095
1.1 H 9.6 V8
1.828.992
1,701396
2.100.506
2.208.068
991.071
1370,452
1.168.755
710.819
991.671
1.256.196
2.551.298
1.712.20.5
1572285
2343,092
2.156.252
127.758
1305306
1.320.122
2,131 332
717.166
2. 1 19
908,715
282,992
758.a59
1.02(5.876
1.779.560
27300
'.566
221399
.561.510
174
1.778.620
156300
831.397
8**t
Radio
8250.000
s | 50.000
no csliin.ilr
8000.000
S500.000
SI5.0(M»
835,000
no estimate
no estimate
no estimate
S500.000
no estimate
S2 50.000
not eligible
no estimate
83 15.000
S750.000
m> estimate
no estimate
no estimate
no estimate
no estimate
no estimate
no estimate
nil estimate
no estimate
no estimate
under 825.000
no estimate
no estimate
S 100.000
not eligible
no estimate
no estimate
si in. nun
no est imate
no estimate
no estimate
no estimate
no estimate
no estimate
SI. 500. 000
Sl.500.000
S750.000
8250.000
82.000.000
8800.000
81.500.000
S500.000
s:t5.ooo
875.000
no estimate
no estimate
no est imate
87.500.000
no estimate
no estimate
no estimate
8080.000
81.100.000
no estimate
no est i m a li-
no estim.i li-
no est i in. ■ li-
no estimate
no est im.iK-
no estimate
no estimate
SI.80O.OOO
no est imate
no estimate
no i-sc im.i n-
805. OOO
not eligible
no i-si imate
no estimate
8000.000
no est imale
no estimate
no estimate
no estimati-
on estimate
no est i in. rii e
Sl.500.000
SI. 000. OOO
lly advice on
fall I iniebiiyiiiaf
16 reps toll admen what they consider best buying
opportunities in spot tv and radio this fall
Representative firm executives whose
statements appear below alphabetically
by firm name give admen what they
consider their best buying tip for fall.
Lewis H. Avery, president, Avery-
Knodel: Don't overlook the self-rein-
forcing possibilities of radio and tele-
vision in combination. Here in the
broadcast media, is the greatest op-
portunity to influence public opinion
of your product or your service that
has ever existed for advertisers. Tele-
vision delivers its powerful impact by
monopolizing the two major senses,
while radio is everywhere reinforcing
and reminding the prospect of the op-
portunity the advertisers' product or
service offers. The adroit use of both
media will pay off at the best odds.
John Blair, president John Blair &
Co.: So far as radio is concerned,
there are two important facts for the
advertiser to bear in mind. One is
that, because of the growth in set own-
ership, better local programing and
other factors, there is more listening
to the radio being done in 1955 than
there was in 1944. The second impor-
tant fact is the strong trend toward
self-service in retailing, which means
that brand identification is more im-
portant than ever. Spot radio is the
universally-heard advertising medium
which allows, at low cost, the hourh.
dail) and weekly repetition of brand
name and sales stor\ which builds
brand name recognition, and forces
the sale at the point of purchase.
So far as television is concerned,
its sales impact is too well-known to
need repeating here. The important
single fact for the spot tv user this
fall to bear in mind is that more ad-
vertisers are going to use more of it
this year than ever before, choice avail-
abilities are limited, and the advertiser
who buys early for fall use will have
a better chance at a top schedule.
These are rep executives whose comments appear starting above: I. Lewis H. Avery, pres.
Avery-Knodel; 2. John Blair, pres. John Blair & Co.; 3. George W. Boiling, pres. The Boiling
Co.; 4. Merle S. Jones, v. p. in charge CBS TV Spot Sales; 5. H. Preston Peters, pres. Free &
Peters; 6. George P. Hollingbery, pres. George P. Hollingbery Co.; 7. Frank E. Pellegrin,
partner H-R Representatives; 8. Scott Donahue, sales manager for television, The Katz Agency.
52
SPONSOR
George M. BoMmo, president, The
Boiling Co.: Formula buying and pre-
< onceh < - • I stal ion select ion, often de
lei the experienced buyers from ex-
ercising their own capable judgment,
thus preventing the ad\ ertisei ii om ac-
quit ing man) * aluable Franchises. Ine
real i ii tue "I su© essful radio and tele-
vision depends upon live, vibrant, vo-
i al human beings w ho lend theii in-
dividual personalities i" the advertis-
ei - mi'--. i .
Hence, programs differ from one
another because ol the personalirj ol
the talent. Stations also differ from
one anothei because "I the endeavors,
judgment, and reflected personalities
ol then management, rhe experienced
Inner knows these differences. I se his
judgment. Trust his decisions.
llrrl*' .s. Jones,
\.p. in charge
d
CBS T\ Spol Sales: Recent!) I
looked ovei several rating analyses
for daytime saturation schedules pres-
ent!) on ilic air on stations represented
b) CBS Television Spot Sales. One of
these, ;i schedule ol 21 announce-
ments, delivers a total ol l-~><> rating
point- weekly, reaches "><>'< of the en-
tire market in four week-. Another
1() announcement campaign delivers
1 5 1 rating points in one week, reaches
81 ft of the total television audience
in four week-. The COStS-per-1,000 are
eijualh impressive: 66c and 7.V.
These two cases are typical of the
results being attained on all our sta-
tions with daytime television, a "buy"
which can i be bettered in term- ol
effectiveness and econom) .
II. Presten Peters, president, Free
& Peters: Spot broadcasting is so
broad in its covet powei ful in
it- sales '-ii' ■■ tiveness, and so flexible
in it- use thai it is sometimes used onl)
to bolstei i * -nit- in -pec ith areas • ■!
ertain seasons. I In- i« i thai it "d<
livers" in sales and advertising impres
-ion- when used even on ■< limited
basis suggests thai there are man)
gales opportunities missed in advertis
n planning il Bpol broad
casting - pla< e as i national advei t is-
ing medium i- negle* ted.
< )ne reason i"i bui Ii a la< k ol un-
derstanding ol national spol broad< ist-
ing ma) have been the difficult) in
finding true potential i a\ ei age and
estimating possible i osts infoi mation
which i- readil) available for othei
media. I 0 help ad\ ei li-ci - a cui atel)
estimate what advertising dollars will
bu) in national spol radio, and then
b) take ad\ antage ol new sales oppoi ■
tunities, we reeenlh published a v|>"t
Radio Guide with the V C. Nielsen
Compan) as collaborators.
George '*• HoUingbery, president
< leorge P. I lollingber) < \o. : Sponsoi -
and bu) ers in both radio and tele\ ision
are ii \ ing to bu) the mosl circulation
the) can for the dollar. We at the
HoUingbery Compan) know that a
good personality is sometimes more
important than rating point- and re
oinniend personalities be i redded with
from five to li> extra rating point- in
making a decision.
Frank E. Pellegrin, partner, H-B
Representatives. Inc.: \d\erti-er-
should be prodded h\ their agencies
this fall to reexamine all media I > u \ -
in print and outdoor media. Tele-
i Please turn to page 2(>2 i
9. Sidney J. Wolf, pres. Keystone Broadcasting System; 10. Robert Meeker, pres. Robert Meeker
& Assoc; I I. Tom McFadden, v. p. — director NBC Spot Sales; 12. John E. Pearson, John E. Pear-
son Co.; 13. Lloyd George Venard, pres. Venard, Rintoul & McConnell; 14. Wythe Walker, pres.
Walker Representation Company; 15. Joseph J. Weed, pres. Weed TV; 16. Adam J. Young
Jr. pres. Adam J. Young Jr. Inc. Their comments provide over-all look at spot trends.
15.
14.
11 JULY 1955
This is local programing, 1955
Program trends of 77% of radio. 86% of tv outlets shown in 'Buyers' Guide'
harts on these pages map out for agencymen and sponsors the
patterns of today's local-level programing specialties in the U.S.
Based on a survey of all U.S. radio and tv outlets, the job of sifting
these facts for the recently published 200-page 1955 Buyers' Guide
involved eight months of work. More than 50,000 local air facts had
to be compiled.
Highlights of the study: 92% of the responding radio outlets carry
popular music shows, and more than 10% of stations carry 75 or more
pop music hours per week. Some 78% of stations now carry concert
music, up from '54 level. Other stepped-up specialties: farm program-
ing, Negro radio, news, religion.
Two charts below, compiled by Project Director Karolyn Richman,
show broad trends of radio, highlights of tv programing throughout
U.S. Chart at right shows state-by-state portrait of radio programing
at local level, broken down by specialized program appeals to audi-
ence segments. It shows how states often vary in programing tastes.
i
— '
buyers
to radm and tv station programing
******* **** **»■*■
PRESTIGE?
RADIO
•
St% dl HH-»i rafene* bm me*-*-, »t tSMO w „„,.
"too 5t% *8*
•
•5,000 """ , T "5000
/ '5,000
---*"■ ~~
-
^^^^^^
***'■!!<
-<— — _.
ttW « ■ H W
~zzzr~
..-,-:-:.: ^'M
R
A
D
I
O
Profile of local radio programing based on SPONSORS "Buyers* Guide'
Daytime stations sunrise to sunset
Stations on air to midnight
Stations programing past midnight
Stations on air 24 hours per day
Stations affiliated with national networks
Independent stations
Stations programing popular music
Pop music specialists ( 75 wkly hrs or more) ...
Stations programing concert music
Concert music specialists (10 wkly hrs or more) .
Stations programing folk music
Folk music specialists (10 wkly hrs or more) ...
Stations scheduling religious programs
Religious specialists (10 wkly hrs or more)
1954: based on questionnaires from 1568 stations
1955: based on questionnaires from 2172 stations
%
Total
Respondents
1954
1955
33%*
29%
51%*
54%
18%*
17%-
5%*
5%'
50%
50%
50%
50%
88%
92%
8%
12%,
61%
78%
9%
23%
66%
77%,
14%
16%
54%
83%
6%
17%
55%
of U.S.
77%
of U.S.
% Total
Respondents
Stations programing
audience
1954
Stations scheduling local farm programs 64%
Farm specialists (5 wkly hrs or more) 41 %
Stations scheduling homemaking programs 46%
Mexican -American
7%
Stations programing* to other foreign language
audiences 19%
Stations programing to a Negro audience 25%*
Stations offering play-by-play sports 55%
Stations scheduling daily newscasts 92%
Stations subscribing lo a national news service 82%
Stations subscribing to a transcription library
1955
70%
31%
61%
7%
17%
29%*
59%
98%
96%
81%
^Totals exclude Canadian respondents
stations and 35% of Canadian stations on the air as of April 1, 1954
stations and 66% of Canadian stations on the air as of April 1, 1955
T
E
L
E
V
I
S
I
o
N
Profile of local television programing based on SPONSOR'S "Buyers' Guide"
No. of Stations % Total
Programing (1955 only) Responding Respondents
Stations offering daily local newscasts 364 96 r~r
Stations offering local newsreel coverage 191 50fr
Stations offering daily sportscasts 319 85ri
Stations offering play-by-play sports coverage 130 34%
Stations offering local homemaking programs 319 96%
Stations offering local children's programs — 351 *>2 ' ,
Stations offering variety shows 265 TO',
Stations featuring hillhilh -wc-tcru variety 134 .to',
Stations offering farm service programing 207 56 ' *
Stations offering syndicated films 312 82%
Stations offering dallj feature films 361 95 f \
Station- scheduling morning films 61 16%
N
Programing (1955 only)
o. of Stations
Responding R
228
125
318
35
424*
446*
326*
125*
April 1. 1955
'. Total
espondents
60 %
33%
83%
9%
94%*
99%*
72 f; •
28%*
Stations scheduling early evening films
Stations programing (at least partly) for a
Station- affiliated with national network-
Stations affiliated with national sales repre-
*Based on total of 151 stations on air as of
54
SPONSOR
How trend toward radio station specialization varies by states
No
•t It*
Hon, r»-
porting
▼
•. Ihl»
it el
Ma
tlon% on
phMirlno, then* rifht proor-m opecalt
A
rtati f
total
▼
r
No
•rm
Folk
No %
Farolfo.
No
Mrildn
No
Nof.ro
P»» IT
No
Con
No
ALABAMA
I
1 ," i
12
(21)
i Hi
1
ARIZONA
20
(64)
3
1 1 »)
1
1
(10)
1
\Kk \Ns\«,
S9
(78)
1
( 2)
i;
1 I:.
7
1 1
1
CALIFORNIA
124
i ;;;i
11
(33)
26
(21 i
1 .
U fl
51 HI
;i
COLOR VIM)
30
(77)
8
i 26 1
1 I
> 16)
'i
(20)
1
i 13i
I
1 1 i>
CONNECTICUT
26
(93)
B
(31)
2
1 Hi
11
(54)
'III
'Hi
' dki \\\ mm:
7
i 100)
2
(28 >
2
(28)
1 1
I 1
1
2
i
Hli
DISTRICT OF COH MIMA
8
1 89 1
3
(37)
2
( 25 1
I 1
2
1
FLORIDA
80
(84)
25
(31)
7
( 8)
13
I I6i
6
i 7i
W
' 17 i
| 1.
12
111
GEORGIA
66
1 75 1
11
( 17)
9
(13)
25
i »! i
■)
'
2
11.
IDAHO
18
(781
6
< 33 )
11
(61)
2
l III
1
i 6i
1
1 '
' '
1
ILLINOIS
69
(781
13
i 19)
29
1 12i
6
1 B)
8
< II >
II
' 15 i
1
1 |)
i\ni \\\
17
(82)
6
(13)
21
i 15 i
3
5
1 on
«
1 1 ,'
j
' 1.
'.
l ;.
low \
i;>
1 86 '
8
( 18i
27
(61)1
3
1 7)
6
(13)
1
' 2'
6
7)
K \NsV-,
34
(75)
8
(23)
15
i it.
5
'!",»
2
1 6.
1
7
(20)
1
KIM I OKI
40
(78)
4
( 101
11
( 35 1
19
i 17)
1
15
(38)
1 1
8
l.Ol ISI VN \
41
(72i
5
1 12.
6
■ Hi
9
,22)
8
i 19)
1
7
■17.
9
MAINE
15
(93)
2
I L3)
6
1 10!
1 i
7
i 17 i
' i
1
' 7.
MARYLAND
26
1 92 1
4
i 15 1
12
( 15 »
">
i I9i
1
i 1 5 i
8
1
. 15)
»
M kSSACHUSETTS
46
(87)
19
HI)
7
(15)
i i
25
| 5 1 1
' 6)
II
'21i
<,,
MICHIGAN
55
(74)
19
( 34 )
17
(31)
1
i 2)
16
(29)
11
1 25 1
11
12
MINNESOTA
36
1 7:. i
7
(19)
15
, i_-i
9
(25)
10
(28)
' '
2
7
19.
MISSISSIPPI
35
(64)
5
(14)
7
(20)
10
(28)
1
26
'71'
1
7
20.
MISSOURI
51
(83)
6
(11)
24
1 Hi
11
(20)
5
i 9i
7
' 1 ii
3
. 9.
1 1
MONTANA
18
( 77, 1
3
(17)
7
(39)
1
i 6)
2
<11'
' '
1 1
NEBRASKA
23
(85)
3
(13)
14
(61)
1 1
3
HI'
1 '
3
'13.
5
Nl \ IDA
6
(50)
2
(33)
2
(33)
1 1
1 I
1 3
',01
1
M7i
NEW HAMPSHIRE
8
(66)
3
(38)
3
(38)
1
(13)
5
( 63 i
' '
1
Hi.
1
Hi
NEW JERSEY
20
(100)
8
(40)
3
(15)
1
( 5)
10
i 50 1
i 10
(50)
5
' 25 )
15)
NEW MEXICO
26
(81)
10
(381
4
(15)
6
( 23 )
2
i 8)
1 1 ' V,
1 i
1
' li
2
Hi
NEW YORK
93
(81)
32
1 3 1 1
29
(31)
3
( 3)
36
(39)
) 17
(18)
16
-17i
6
7 i
NORTH CAROLINA
89
(77)
11
(12)
31
i 3 1 1
30
(33)
1 1
1
• 51
'60)
' i
NORTH DAKOTA
16
(100)
2
( 13)
10
( 63 )
3
(18)
1
i 6i
1
1
1 1
' '
OHIO
65
(83)
16
(25)
25
(38)
6
( 9)
18
(27i
1
i 20
(31)
10
15
OKLAHOMA
34
(70)
2
( 6)
18
(53)
6
H7)
1
i ,,i
> 8
2
. 6)
10
OREGON
38
(71)
10
I 2') i
13
(34)
1
( 8)
1
i 31
' '
12
(31)
PENNSYLVANIA
99
(79i
25
( 25 )
28
(28)
1
( 1)
35
1 35 1
» 18
' 18)
1 i
11
Hi
RHODE ISLAM)
10
(90)
h
10)
1
il()i
( »
6
(60)
1 1
. 10)
' '
1
SOI Til CAROLINA
n
(80)
5
(11)
10
(23)
12
(27)
1
i 2i
' 3 1
'77'
■ l>
12
SOUTH DAKOTA
10
(77)
4
i 10)
7
(70)
i i
1
i 10)
1 1
TENNESSEE
51
(72)
5
I 10 I
15
(291
22
' l!i
1
i 2)
2".
. 1';.
1
' Hi
16
TEX \S
119
(72)
21
(16)
18
1 32 1
38
i 25 1
8
i 5)
59
I llli
20
UTAH
16
(84)
9
l 56 |
1
( 25 1
i i
,
i 19i
2 '11
1 1
' ,1 '
'
N ERMONT
12
(92)
3
(25)
6
( 50 1
i i
3
■2".'
i
1
' Hi
VIRGINIA
53
( 83 i
13
( 25 1
15
(28)
13
' 25 i
2
< 1)
21
1
' Hi
11
WASHINGTON
49
(82)
8
i 16i
12
'21i
3
i 6i
".
' 10'
2 1 1
11
12
WEST VIRGINIA
31
(74)
6
(19)
9
8
i 26 i
5
i 16i
'
«
' '
9
WISCONSIN
50
(76i
9
• IS »
23
1 56 1
7
(14)
16
i . ,2 '
'
1
i 8i
8
i 16)
WYOMING
8
(50)
1
1 13)
2
1 (13
. i
SOURCE: 1955 "Buyers' Guide fo Station Programing." published by Sponsor Services Inc.
Local radio specialties: Chart aln>\< point- up fact that special-
ised radio programing i> closely related in geographic location,
according to the Interest, tastes of population. Only, 8% «>f radio
outlet* in Florida make a featured specialty of farm programing,
foi example, whi - in Iowa feature farm shows.
radio i- strong in the deep South (often, mor<" than 5<
stations will offer Negro shows) »hil»- it i- a rarity in Rockies and
upper Midwest. "Specialty stations'1 ar> denned in chart at left.
1955 SALES AFTER 23 WEEKS
OF TV: 16,874
Are j oh planning a
media test for fall?
HA. >1 results show you can relate media to sales
J%. dvertisers considering media tests
for fall will find the experiences of the
Bumham & Morrill Co. of Portland,
Me., valuable as an indication that
clean-cut correlation of advertising
and sales can be attained simply.
B&M over the past several months has
been testing television I as reported in
issues of SPONSOR from 7 February
through the present). It chose as its
test market the Green Bay, Wis., re-
gion where it's sales had always been
minimal because the people of the area
were not conditioned to its type of
bean — the high-cost, oven-baked va-
riety. And it has been able to see a
significant sales rise clearly attribut-
able to television in the 23 weeks of
testing reported to SPONSOR thus far.
There's nothing to confuse the pic-
ture in the B&M test. It used no ad-
vertising in Green Bay last year. This
year it turned to a $12,500 26-week
tv campaign. Meanwhile no other fac-
B&M SALES SECOND HALF OF JUNE 1954 vs. 1955
18 oz.
27
oz.
brown
bread
Sales by dozens of B&M beans and
brown bread at wholesale levelt
1954
vs. 1955
1954
/s. 1955
1954 vs. 1955
AREA A (50-mile radius of Green
Bay)
J. MANITOWOC, WIS.
0
0
25
75
0
0
2. OSHKOSH, WIS.
80
40
60
50
0
0
3. APPLETON, WIS.
80
190
75
100
0
100
4. G1LLETT, WIS.
40
20
150
50
10
0
5. GREEN BAY, WIS.
280
530
485
260
0
170
6. MENOMINEE, MICH.
0
0
0
0
0
0
TOTALS A
480
800
795
535
10
270
AREA B (50-100 mile radius
of Green Bay)
7. FOND DU LAC, WIS.
50
50
0
10
0
0
8. STEVENS POINT, WIS.
70
60
90
0
0
0
9. WAUSAV, WIS.
100
0
30
0
0
0
10. NORWAY. MICH.
70
350
0
375
0
60
11. SHEBOYGAN, WIS.
20
80
10
60
0
20
12. WISCONSIN RAPIDS, WIS.
30
30
10
10
0
0
TOTALS B
340
570
140
455
0
80
TOTALS A & B
820
1.370
935
990
10
350
Grand total second half June 1954: 1,765 DOZEN CANS
Grand total second half June 1955: 2,710 DOZEN CANS
tTelevlslon campaign began 24 January 1955
56
tor had changed in the market. Ergo
it's television which has made sales
jump.
In each issue of SPONSOR since 21
February a report has appeared on
B&M sales compared with the same
period last year without television.
\\ ith some exceptions the pattern has
been one of substantial increases for
each period. In the period currentlv
reported for example I see box at left i .
B&M sales for the second half of June
this year were 2.710 dozen vs. 1.765
dozen last year.
These statistics do not tell the entire
story, however. Last year B&M gave
grocers a 50c per case promotion al-
lowance during the latter half of June.
And there's no allowance this year.
It's apparent therefore that exceeding
a previous sales level which had been
swelled by a promotion allowance rep-
resents important progress. And more-
over B&M sales for latter-June of 2.710
dozen were 1,000 dozen over the first
half of the month, an unexpectedly big
jump since 1.700 dozen had begun to
look like a plateau point for the prod-
uct.
The B&M test campaign is carried
on WB AY-TV j Green Bay. and con-
sists of six weekly announcements.
mainly in afternoon and morning time.
No merchandising or point-of-sale fol-
low-through has been used.
Sales are reported to sponsor exclu-
sivelv as soon as they are tabulated by
B&M's broker in the territory. Otto L.
Kuehn Co. of Milwaukee. The figures
represent sales at the wholesale level
in 12 communities in the area covered
by the station. • * *
For back copies of SPO\SOR
covering the entire test period,
write to Sponsor Services Inc.. 40
E. 49th St., ISetc York 17, N. I.
SPONSOR
TIMEBUYERS OF THE U. S.
tisitui htj cities* <i<j<>u #•##** ttnti accounts
During the past several years the number oi men and women engaged in timebuying has
vastly increased. \t some ad agencies timebuying personnel has doubled .mil tripled overnight.
Furthermore, timebuying personnel is known for frequent shifts from one account to anothei
as well as frequent -hilt- to jobs outside the agency, rhe confusion in who handles what account,
in who has moved, in who i- new i- one oi the problems oi .1 problem-beset industry. Some
station representatives have worked hard to maintain thorough up-to-date lists oi timebuyers.
Recentl) one such li-t. prepared by John K. Pearson Co., was generouslj made available to sponsor's
reader-. This li-t contain- breakdowns of agenc) account supervisors and timebuyers 1»\
cities and account-. We |)iil»li-li this JKI'('() li-t in two parts. On the pages that follow are most
New York li>tiii£>. Next i--ne 1 23 July) remaining New York and othei cit) listings will appear.
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYERS
NrW VORK
INDERSON * CAIRNS
IHH W.i./i.f»>i l»m, ( JJ ). Ml 8-5000
RlNltf, Mill. Ms /
Martinson's ( offee ffe I <-.. \ v,( SBYDEL
ITHERTON £ CI RRIEB
Hr\ III trill ]
( ut ic tn .i Soap "' BFBT
>\\ I I 1
Scott's Emulsion |
V W. IYER & SON
SO ■•caW/aibr I'l. (JO). II O.OJOO
M PI K\ IM)K ( H \R1 Is \| \\ II lis
I in mi ( ompania \.1\ . Pgm
Atl.nitu Rcli
Ohio Oil
Pgm. 1
ning \
Blt.I.
< ROASDALE
B. < Remed] / mr- a UNt
loliii-.m \ Johnson \ <»ia E
N itional Dair; Products ]
Insurance Co of North America JEANNE
( harles I Hires s«n v\
Yardley ol I ondon |
SI 'PERVISOR - RICHARD Bl NB1 R1
Hill- Bros. ( offee "1
Plymouth l)i\. - ( hryslei K2SS25
I nitotl Air Lines J
Knouse I
Seabrook Farms ,.x, , KI/n.
1 ast) Baking | BERGF.B
/ii>i>n Manufacturing J
( hryslei / H(I , N
Plymouth Co-op \ n vRi K IG
Bill Telephone 1
Illinois Bill ! M \RGF
Michigan Bell FREEH v\
Reuben H Donnelrj |
TED BATES £ CO.
KM Fifth In, (30), Jl t,.ot,iM
SIPERVISOR - ED SMALL
ite-Palmolive 1 ' '"•"-
Dental Cream, Octagon Products, ! ' pau|
Palmolive Soap. Palmolive Shave [ Rcar-Hon*
c ream v 1 otion) I Charlie
J Thri--'
• \--i>tanl
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
( ontini mi il Baking 1 K(n( m k i
II., I, l.r.l
si I IRV1SOR -Mil MIIK.in
Brown v Williamson gjjfJknj,
R J""N
-INMH I
JOI
-IN
(Viceroj v rube Rose Snufl \','!!M, ^,
. i. Mr - I r It
( lis ( olumbia, Inc. ] _llM
(tv sets Ife-recelvers i n -on
Standard Brands R.n.il Desserts, t Dan
Blur Bonnei Margarine) | Monahan*
M I'l RVISOR - M \( DUNBAR
\inri u .in ( hitlr ( Brrin.m \ IVp-in. I |,,,N
C bidets, Rolaids \ < " wm \s
Anahist i Vnahist, Misl o pin-. / . in i
Supi i Vnahisl j SI « BAI «.n
( .ii iii Produi ts (< I CAMERON
N lir, \iu.l Spraj De idoranl \ RICCINS
Hawlej v H ops M8 \l ( andies fSo^sopi
SI PI R\ 1SOR [OHN HAICHT
American Sugar Refining Domino.
I ranklin v Sunn] < an S t
I i.inr |
V- S ' Kill « VKNHi
"■ StOn P .lark
Ricr. Kitchen Bouq I Dougherty*
Minute Maid frozen fruil i
Morton Pa< king frozen mi
1 1 im i il
l.iNN li\KKR. INC.
TJO Tiftk !■. (/•'/. /( 6-3900
Puss N Boots < at l burak V
BBDO
Mil HmdUom !••■■ (17), H SS900
(.KOI P Hi \l> Mr \oRI •>( VM W
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYERS
B M
.IINI.IU
Gem t ,! Electrii I imp 1
iking j
-I \N| \ N
(.KOI P III \l> HOP! M \K I INI/
-I n v iniu
K, v ill llrug J
(.KOI I- HI Ml \R I IUVI \
v< Kit
B"";n" Ml- Ji
igton \uii- H(h>RI
Ml I I Ml I
Level Brothi i- Surf, B
HISS MM kl ^
Ethyl M< Mil BAB
(.Riil P HI \h l ROW BRIDC1 H I IM \n
I S
H M MM \N
I \\ \
IKIIW
BRI I" I
(.KOI I- III Mi III) W M I OWIR
■
Miin
l i i \ i i \ Ml
05. Y. Si
,, mii mo n
PADOI v
HI Ml I
"t 1 1 HKMi
CMM.S »
I 5
GROUP n M
Curii* Publn ^| vri i v
H l.nuii
(.KOI p HI M) GI v I RL'DI Sf \M vn
,K.),'>
uia* ik
11 JULY 1955
57
AGENCY. ACCOUNTS, ADDRESS i PHONE TIMEBUYERS AG ENCY, ACCOUNT S. ADD RESS & PHON E TIMEBUYERS AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
VICTOR A. BENNETT
511 Fifth Ave. (17), Ml 7-2106
Longines Wittnauei
BENTON & BOWLES
/// Madison Ave. (22), ML' 8-1100
General F I~
EDWARD
KAHN
\SSO< MFDIA D1RK.IOR-M. l><>\(>\\\
VSST. MEDIA DIK (cereals) I. MAHON
\ss|. MI IMA 1)IR. (coffees) - B. BALDWIN
Diamond Crystal Salt }
( laines Don Food I
Post Toasties
Post Tens
Raisin Bran
Suj;ai Crisp
Bran Flakes
Corn Fetti
Grape Nuts
Grape Nut Flakes
Krinkles
Wheat Meal
TOM MAHON
KILL
MURPHY
Instant Maxwell House Coffee 1
General Foods- \ GRACE
PORTERFIELD
Inst. &.- Misc.
Whirl < BEN davis
Diversified Product* (1)
\ss()( . Ml 1)1 A DIK
ASST. MEDIA DIR.
M. KII -111 I R
S. HAVEN
Benson fe Hedges ~)
Florida Citrus I ERANK
I CARVELL
Johnson & Co.
Norwich Pharmacal (Pcplo- Bismol
Buckeye Cellulose
Grove Labs
Mutual of N.Y.
Pream
Pepperell Mfg.
Carlin^ lit <-w ing
Diamond Mate h
Gen. Electric |
1
Contimcntal Oil '
HELEN
KOWALSKY
DICK TREA
FRANK
I.IONETTE
Diversified Products (2)
ASSOC. MEDIA DIR.
ASST. MEDIA DIR.
E. BOWMAN
D. HARRIS
Benrus Watch J.**?
TARCHER
SlI'rKVISOR - FIHEI. WIEDER
Procter & Gamble (Fluffo, 1 KEARNS
Spi< it Span, Shasta) I Dorothy
Houghey *
STATION RE1.A TIONS MGR. - DON SEVERN
CAYTON
9 East 40th St. (16), LE 2-1711
] HY
Cbesebrougfa Mfg. Co. l™Aj!™ALL
I DONNA
J QUIGLEY
CHRISTOPHER, ALLEN CO.
30 East 60th St. (22), MV 8-944S
"J LOUIS
Various Mail Order Accounts L FICENWALD
[LUCILLE
) DREHER
CARL S. BROWN CO.
630 Fifth Ave (20), PL 7-4610
MEDIA DIRECTOR - HERB STOTT
Sterling Drug (Dr. Caldwell, Fletcher's "1
Castoria. Z B I Bab) Powder) [ ROSE marie
Colonial Sugar f VITANZA
Hal O
THESE ARE
AMONG PEARSON
MEN WHO GATHERED
TIMEBUYERS LIST
JOHN E. PEARSON
President
RUSS WALKER
Vice President, \.Y.
BILL WILSON
Vice President, IS.Y.
Bliss Coffee ")
Regular Maxwell House Coffee I BREN
Yuban Coffee
Procter & Gamble
! BALDWIN
ASSOC. MEDIA DIR. - LEE RICH
ASST. MEDIA DIR. (case goods) -RAYMOND HEALY
ASST. MEDIA DIR. (drug brands) - LEE CURRLIN
BERN KANNER
1 lde r Grant Jacks*
J Joe I .ii.ii. II.
Ivory Snow I TONY LEE
1
Crest J.DON FOOTE
J
1
Zest rJOE FANELI
Secret I jAy'
Canada (All Products) j WASSERMAN
1
Prell & Pin-It l. TOM CARSON
)
American Express ]
Assn. of American Railroads
Cigar Inst, of America
French Govt. Tourist Office
Railway Express
Studebaker
IBM
BOWMAN &
f HARRIS
(temporarily)
BERMINGHAM, CASTLEMAN & PIERCE
136 East 38th St. (16), LE 2-7550
1
Griffin Polishes J. BOB ROWELL
BIOW-BEIRN-TOIGO
640 Fifth Ave. (19), PL 9-1717
V.P. & DIRECTOR RADIO/TV
JOHN KICERA
Philip Morris Tobacco Co. Ltd.
Armstrong Rubber
ISABELLE
ZIEGLER
GERARD VAN
HORSON
Sol Israel*
American Home Products']
Bond Clothing Co. I
Knickerbocker Beer | AL SESSIONS
Natl Shawmut Bank
Pepsi -Cola
Hudson Pulp & Paper
SAM VITT
BUCHANAN & CO.
1501 Broadway (36), BR 9-790O
Paramou
Eskimo Pies ) iuj
ant Pictures j IP
ILDRED
INGVALL
CALKINS & HOLDEN
247 Park Ave. (17), PL 5-6900
MEDIA DIRECTOR -THOMAS YOUNG
Oakite ")
Stokely-Van Camp Food ( TIMOTHY
Preen | O'LEARY
Prudential ]
HARRY B. COHEN ADVERTISING CO.
41 East 42nd St., OX 7-0660
HEAD TIMEBl YFR-BETH BLACK
Block Drug (Amm-i-dent, Green
Py-co-pay,
Groves Labs (Four Wa\ Cold Tablets, j ]
Fitch Shampoo. Fitch Ideal Hair Tonic) J
n Mint. "|
Nytol) |
Glim ]
Black Draught [ ARTHUR
UticaClubBc.er|HRARR.SONiER
I \.l:. j Pinkham |
58
SPONSOR
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYIHS
COMPTON ADVERTISING INC.
Jl.l »»„,/,.,.„ I,. . <>\ 7 J Itit)
HIM) Ol HI I' I Ml MO I I IK III SM
im. COORDINATOR Kl I II |om^
I'r... I. r A I. IRlbl*
( I IM .1 J
[von ' lakes \
I. It VII Ol IU1
Dwh / Hum it i
Dn nc \ I IDDB
"'" / HHII
Clean \ mi i i ii. vn
[von v"i> / i HELDA
Sterling Drug 1 1 Izrln) \ i ORDANI
Standard Brandi / CENEVIEV1
Personal Product! (Yea! Issui - j -< HI BER1
( IllM V Yllllml [1 ( OffCC I
[nttani Chase t Sanborn Coffei hi gEMEl
1 ,11.1.1 1., ii i. i \i in rim
Instant I endei leal rea
M K '-",l" «i SaSJen
A(. I NCY. ACCOUNTS A 0 D H E SS A CH ON E TIMEBUVIHt
I. Kill I' Ml HI V III \l> [OHN I I ( IN \ M I I I
Supri Coola ,M"°
-nt \i.i l
GROI P mi in \ in vn i mv \'-ii n\( /i vviki
N 1 1 1 1 * 1 1 1 1 1 . I '.
III! I. V \ I S
DANCER-FITZGER iLD-SAMPI I
117 tf.i./i ..... I..- (17 i. IIH 9-O6O0
\«ik MEDIA DIKH [OR Kl\ lORCERSON
I II VNK
Villi II. .Ml ( III. '• ||I>VV | | , ,
i.l II I 1(1 III
IllM- I N
r- ,v.,,' BOB
Gene il M lb „, ,, HOrsi
(.illl.l \\ ,n. I IllM I
I H II- I
VSSOI MEDIA DIREI TOR IKMNi. slnVN
p.... i. i v (..iiiii.i, Oxydol Si^Si tt '
II VU I M
%
I) \ltl 1 \l»\ I It I l-IM. ( i.
( iii Pari i
(KIM M VII-
'
II M MUIIMI
III RSI III I /. Ill I I -» II A I II.
W.,,1, I. . ( Pi II 71111
I I |
hold Produi u Sulfui B)
I andi i < •■ 1 1 ■ ■ '
mniiiiM
\l I l-UN
II...
niiiii i; n. < i ii i nidi, -niif- a
SHENI II I I)
i .a > ,/,/, i,. | / | M v./.i i .
Mi III \ DIREI HIH DON Ql inn
Vllillnn > Powdd
Bi
Vitall
Dull Baking M iii-.iN
I'li.it i , i
, M digUITl
II IIHI
itvi hin/i
Irrtmnt F.xiTlttitf. V).
KH VNK KM II
I at- Prmaldent, I /,,»„-.,
JIM ItuU III N
t iff I'ri-Mil.nl . Mmnt'iifntli .
milt ii \ iiiii
I ,. . I'r. .i.l. m. III. ml.,
ROBERT < ON Ml \Y & ASSOC! \ IKS
J 7ii Pari Im., El. S-hOlT
Chesape
sake \ Ohio ;
in n:, nin E.
Mil II V-l (>
CI NNINGHAM & WALSH
->*<» UmdUon Im. I Ho. WJ 3-4900
V.P. & MF.D1 \ DIRECTOR - NEWMAN F. McEVOY
GROUP MEDIA HEAD -WILLIAM WHITE
Colgate-Palmolive / , „ VHI , ..
Eversharp \ BELFRICB
1
I \. Folgo JIM DUCEI
J
E. R Squibb \ WILLIAM
Universal Pictures \ « hite
Northwest Urlines
J
J M K i;iEBEI
CROIP MEDIA HEAD -JEROME FEXIGER
lltltt Mill
Liggett i-Mvcrv .^J|!jKS
I MOREM \
mbli hi. n pete - \M vn
J
Besi I I- Nucoa gjjjj™ ^
Hellman's Mayonnaisi '■[ ^'
\i pi w it ^
I ev. i- Howi 1 u hi-
Peter Paul j
VSSOf Ml Dl \ DIRK KIR 1 1> M III KM K
ifl Brewing ,,„ pTEVILU
J
vss m mi in \ niRM urn i oi is hm \\\ r
I It \Nk
Sterling Drug Bayei Vspirin M7,7«.U< "
IKlltklN
iwell U % *' "*
Cental
-n\in
II VMIK
Borden - Instanl < LEE CAYMOI
DON Mil I A < 01
I.Tll -, Ml, i iii .-J77J
I MUM > N
BurlniElDii Mill- !,"t."M„
II \K II X H V
Di •«• Ii" mini -
. M (. M Mill n
FHErfM,
I IIIIKI1
DOW Ii. Kl Dl II III & JOHNSTON!
loi \i,,.i,..,n I.. .-■ >n %-tm
BI,M k
Centui
II VN 1. 1| fiun
MMIl MNN
DOYI \ . KIM III N a M.( ilKMIi K
. ; , nh Im i 17 i. Ml TJ0M
Mathieson Chcmit a: * ^"J N
11 JULY 1955
59
AGENCY. ACCOUNTS. ADDKESS & PHONE TIMEBUYERS AG E NC Y. ACCOU NTS. AO D RESS 4 PH ON E TIMEBUYERS AG ENC Y. ACCOU NTS. AD D RESS & PH ON E TIMEBUYERS
ROY S. DURSTINE
655 Madison Ave. (21). TE 8-4600
Strong Hi an Dog Food / u VNM
Flako \ MacM INI S
ELLINGTON <V CO.
535 Fifth Ave. (17), Ml 7-4300
DIK. R VDIO I \ HMEBUYING
n \\ K \\l
i la te e i
Cities Servio , 0 Nl
M< Kesson v Robbins | SM MIIERS
Red Stat Brand Yeasi
\\ I l.l.l \M ESTY CO.
100 East t2nd St. (17). OX 7-16()(l
HEAD_TIMF.mil R K!( HARD GRAHL
Ballantine Beer "| jack house
( ol i ii Pa'm ilive I l ab, Vel, I ' VNN WILSON
D . , el PRANK
'■■' ":| Sluu'1 I MUION
Gem r Mills s i .,, jets I "" ( i in i o\
Soft .. silk i '•' N"
National Carbon (Evereadj I |(>>, pi«e
Batteries, Prestone Vnti-Freeze) j TOM HOL-
Pacquins Hand ( ream I LWGSHEAD
1 HA I.
SIMPSON
R.J. Reynolds
ERWIN, WASEY & CO.
120 Lexington Ave. (17), LE 2-8700
MEDIA DTRECTOR - KEITH SHAFFER
Admiral ]
Barbasol |
Dulanei Frozen Foods f HAL DAVIS
Musterole I
FOOTE, CONE * BELDLNG
247 Park Ave. (17), MU S-5000
DIRECTOR OF MEDIA - ARTHUR PARDOLL
B.O.A.C. 1
Lever Bros. (Sprv. Shie'd) I "F'TE
RheingoldBee, | BARDACH
1
Paper-Mate Pen I, P™NY
. SIMMONS
ALBERT FR4NKG1 ENTHER LAW
131 Cedar St., CO 7-5O60
Riplingei 's Changing Times I. F,t;TTV
.' MELSON
II LI.ER & SMITH & ROSS
230 Park Ave. (17), MV 6-5600
Aluminum Corp. of America ]
Commercial Solvents Corp. |
Hercules Powder Co. I BERNIE
Sherwin-Williams Paint Co.'| RASMUSSEN
Wcstinnhousc I
(EVER ADVERTISING
711 Fifth Ave. (22), PL 1-3300
American Home Products ) BETTY
Vmei iC in Motoi j POWELL
Kelvinator |
' SLEEPER
Kiwi Polish I. CAROL
I etley Tea J
GREY ADVERTISING AGENCY
430 Park Ave. (22), PL 1-3S0O
SUPERVISOR - HELEN WILBUR
\ i-lant
Block Drug | Polident, Sentrol) L PHIL
< BRANCH
( limk Full O Nuts / \i\iuo\
5 I). iv Deodorant I'.uK \ JON1 S
1
Necchi Sewing Machines | jL9i™ N.
A I DA
STEARNS
M. IL HACKETT CO.
•> Rockefeller I'l. (20), CI 6-1950
Vmei k .in I ob;
He i berl I areytons
Hershey Chocolate < " |
HICKS & GREIST
120 Lexington Ave., MV 6-6800
Glamorene Rug Cle a / kileen
l)i\n ( up j < I HMINCS
Lewyt Vacuum Cleaners l
Broil-Quick Rotisseries ) VINCENT
Serve! Refi igerators | DARAIO
Si i vel \n Conditioners
BRYAN HOUSTON
10 Rockefeller PI. (20), PL 7-6400
MEDIA DIRECTOR -HAROLD DOBBERTEEN
SUPERVISOR ON NESTLE PROD. - JOHN ENNIS
Colgate-Palmolive (Halo, ]
Chlorophyll Toothpaste, Ajax Cleanse] . I
Cashmere Bouquet Cosmetic Line, iohn
Cashmere Bouquet Soap, Cashmere ! COLLINS
Bouquet Beauty Bar, Toothpowders- '
Regular, Ammoniated, Chlorophyll)
Nescafe
Nestle's Instant Coffee
Shave Creams ]
Veto
FRANCES
JOHN
, BOB LILIEN
J. P. Stevens |
Gunther Beer j
CHARLES W. HOYT CO.
380 Madison Ave. (17), MV 2-2000
American Home Products j
(G. Washington Codec i |
Colgate-Palmolive (Kirkman Soaps)
Mail Pouch Tobacco (-DOUG HUMM
Merck |
Monticello Drug (6fiS Products) j
LAWRENCE KANE
171 Madison Ave.. MV 5-7216
"I
Waverh Fabrics | TOM NEEFUS
KASTOR. F4RRELL, CHESLEY &
CLIFFORD
40O Madison Ave. (16), PL 1-140O
Dr. Pierce's Proprietai ies I
Jeris Hair Ionic !■ jACK PETERS
Lite-Diet Bread I
KEN YON & ECKHARDT
217 Park ive. (17), ML 8-5700
MEDIA DIRECTOR- JOSEPH P. BRAUN
ASST. MEDIA DIRECTOR - PHILIP KENNEY
1
Vmerican Maize (AMAZO) j. mary iiw > i i;
Ford Motor ] tom
Lincoln-Mercury (Network Spot) ] .VISCARD1
Hudnut ( osmetics I MARY DWVER
Menne
n (Men's I in. > | {-.°*i
KENNEDY
National Biscuit I LARRY
< DONINO
RCA / LVCY
Schick l KKR* IN
KELLY, NASON
2 17 I'nrk ive. '17). Ml 8-S3O0
\ merit an I sprcss I
HenryHeide URTH™
Kuiiitiinl ( 0.
DERMOD1
EDWARD KLETTER ASSOCIATES
515 M adit on Ive. (22), PL 1-1990
RADIO/TV BUS. MGR. - HERBERT GRUBER
Pharmaceutii als, [nc. i
Serutan ,{, -,-,, BAYER
[ournal of I.i\ ing J
KUDNER AGENCY
575 Madison Ave.. (22), Ml 8-6700
]
(.eneial Mot. us cBuitkl I {°"* „
1 .
Texaco Products j. Ann,
Gar<lin«-r*
Collier's I JfHIN
C [ Ml Kl'HY
LAMBERT & FEASLEY
430 Park Ave. (22), MV 8-6464
MEDIA DIRECTOR- JOE BURLAXD
1 .Hubert Pharmacal Co. ~|
Philgas
Phillips t:t: ( as and Oil
p,,,, -.LLIAM
C. J. LaROCHE AND CO.
247 Park Ave. (17), PL 5-7711
RADIO fc TV MGR. -STUART P. LUDLUM
1
U.S. lobacco }. borbI BF.RGII
J
LENNEN & NEWELL
380 Madison Ave. (17), MV 2-5400
MEDIA SUPERVISOR -GEORGE KERN
Colgate-Palmolive (Lustre-Creme, ~|
Pruf) |
Dorothy Graj Ltd. | 1EAN JAFFEE
1 elm & I ink Products ( I.vsol) J
MEDIA SUPERVISOR C \. BROCKER
l mi i hi Drug ( Bromo-Se'. tzei i I
Schlitz Brewing j
H'< lltRU H.
I \ MAN
Minn SUPERVISOR -WILLIAM 1). sMl 1 H
1
P. Lorillard Co. Inc. J.
J
DAVID J. MAHONEY
261 Madison Ave. (16), OX 7-0480
Garrett & Co (Virginia Dare Wines.
Garretl \\ ines
s; ai ks-Withington I Spat l in
i.i.l i & i\ sets)
CONKLIN MANN & SON
342 Madison Ive. (17). II 6-55 77
American Cyanamid-
1 me ( he line als Hi'. .
1 edei le Laboratoi ies Dh
J. ROBERT
W IDMOI.M
ROGER
Bl MSTEAD
DICK M \NN
1
George W. Helm Co. Viking Snuff] '
J
BOB PALMER
60
SPONSOR
AMNCY. ACCOUNTS ADDHESS * PHONE TIMEBUVEH8
M IRSCB M K 3 PR M I < <).
V Hi, ..l M. I , ,, k.,,,
■'/, I,.. I i: i, I I r,joj2
Ml HI \ I > I K I ( [OR I I i.l \l I i in. \\
DON
NUI"
in \in
i i i i i i
J. M. MATH] -
-''.» >'.,.' it. (/'. /. /» >.7450
1 1 Di \ |
I uden'i
< arbola ( hi ml< .ii hrs. h>n v 9
\..illi mi M mi. ii < v I III VIII
I'm. I I
u agni i Baking
M WON
11 lad 53rd Si. (»»), ri v.r<.r<.
DIRK I or i)l k \l>!i> v i \ ED WILHEI.M
( lllll. HI 1 OOOS I
Gem ral Electric (tv receivers '•' '""■,
III II >H(
\ ii placi mi mi lulu 1 |
1
(.ill. it. „ u STONE
I
H. I Hum/ I ,m|
Hoi Poinl \ M vi.i im
McCANN-ERICKSON
Ml H,.ck.-)rll,-r I'l. I'O). Jl I,. A IOO
RADIO/TV SUPERVISOR -AL PETCAVAGE
( rowel] ( olliei
Holmes ft Edwards Silvei ( o.
i ,i,ii v i ink I ' 5 VN| ! -
Noi wegian ( anners \-mi |
Seed. \ K.i.l, I', in i. |
R \DIO I \ SI P] R\ |si)R III) kllM
Barren l>i\ ision lllied ( hemical
■..in ii
I SSO PODEST1 I!
( ongoleum
mil .il i |
Nairn ,AN1
M.in.l.ml Oil i.l \ I I'M I i I \HK
National Bisi uil j
RADIO TV St I'KPVTSQO -W11.1.1AM PFI I I \ /
Chesebrough j ROBERT
Owi ii. ( .Minim \ INDERSON
Mi nil, ll
I'.u iiu ( ...i-i Bora
en ]
Wilis
Will VRI)
Nes tie's |
RADIO l\ SUPERVISOR Ml • u W ROFF1S
\ mil u.m s.iti i\ R.i/i.i j
B Ii Irich |
Hood Rui. i.. i \-\ itu ^
lunkei Brand Foods ROl I IS
\\ estinghouse |
i i ilumbia Records |
C. I.. MILLER CO.
541 Fifth (if. (17). Ml 2-IOK)
Corn Products Karo Syrup, Linit } MRs ki I v
Starch, Mazota, Niagara Starch] I DRISCOL1
EMU MOGUL CO.
250 rati r,T,h >,. (!•>,. Jl 2-.-,20O
BIS. MGR. RADIO & TV -LESLIE Dl NIER
R.iv... Seal ( overs
Block Drug Ukaid, Minnipoc MNN
Sham Poslam | ",^,,,N"
Esquire Boot Polish / M UNK
Manischewitz Wine \ 54 ll ll iink
All NCY. ACCOUNTS AOORESS k PMONI I I M I 11
MOR] i in MM A JOHNSTON]
■ to » ./>' / in i ■ ■ /..
, IMMMU KV ^N
-II l\MH\
MORSE IN II UN MION \l.
i ■ / .... /_•,,./ -, (17), OX 1100
Ml HI \ MAN AG I R ORRIN ( IIRIM V
I \ .i i ... i ..I. \ .i ii.
i • Co igh s\ rup, " v^
M . \ I I I I
JOHN I •'. Ml RR M \l)\. \(.l N( >.
33 t ait full St. (17 J ll 8000
\\ iiu. i>. ill rii.n in. i. al \ini i Mil i
NOB1 E, \l BER I. — l ■ » - I 1 \D\ I KI IMN<,
7,2 I mi. I.,1, ill I,. I 17 I. Ml I..H7HII
Mlii ,1 ( In nil, -i , |ll0
,gen Division \ l t RCI SON
OGILVY, BENSON 4 m \i HER, IN< .
Miv Fifth !■■ i 1 7 1. Ml 8-6100
MANAGER MARTIN K \\i
II. Ii M. i Rubenstein I
Level Brothi ' " VNK '•'
N\l I VMM
(Rin
Level Brothi rs Good Luck) / ^N
Pi |.m ( ..i.i s. hwi |.|., • I JANOWICZ
M, hill, Shot ( orp l h Mi Vn M wt i in
KAN1
Philip Morris! o. I i.l Dunhills) [ H' it-t ll iv«.
PARIS & PEART
:i7ii Lexington In . i I 7 i. VI 9-2 I ! '
MEDIA M WVGFR - WEYMOUTH SIMMs
(...ii \ v P Ira ]
|..< I ..in Corp Popsii :. I .
Km k\> 1 \ ( ..inp.iiH i In., olate :
Spratt's dog loud) I
PARKER 4DVETERJ INC.
// ll nil (2nd Si. (36), d\ SSS6S
1
1 HWI IUIKI
J
Ulin, Housi ( .. 18 top hits ' "Uil ' M
' 1 1 1 1* — ■
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PRODI « l -l u\ i« I - GROI i
MARTHA
|
KI \( II. It M 1 - A MM I i IO>
i. i ii
Ml HI \ M KM I OR Kll
l . . I I I M
III K III K I). KM II tRDS
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SUPERVISOR VI SEN
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Mi - - ^
Mi lllll nir. i
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KI (.(.I! -• HI ! KM . INC
7 tn.i I7ih Si ii '-778S
PRES1D1 N I KM. (.11 SI HI I HI I
II \N
-I I I IV \N
11 JULY 1955
To be continued next Issue (2.» -lulu). Listing icifl
iiK'fiifff* ► Rt'inaiiith'r of \cw ■ «r/» nncnci<c». ► ISiisttm
► I'liiltnlrlphiu ► lttilti)iun-<' ► »| o v/iiii'/fon. It. i . ► If ic-/im«iif/
► Chivaao ► Cincinnati ► CIctTcInnii ► Detroit1
► >l i I «•« ii /»•«•«• ► St. I.oiii.v ► Ifinnennnlifl ► Itlnnte
► Dallas ► f.o.s- tnr/<»f(>.v ► S'«n Fmnciscn
61
each
one
is
different
Fingerprints are different for no apparent reason — but
the finest TV stations acquire their personalities
from the needs and interests of the areas they serve.
It stands to reason that quality TV stations
want individualized representation. For them,
the unique facilities of Harrington,
Righter and Parsons have meant quality representation.
If their league is yours too, then you'll want
to find out what quality representation really offers.
Harrington, Righter and Parsons, Inc.
Nezv York
Chicago
San Francisco
television — the only medium we serve
62
WAAM
Baltimore
WBEN-TV
Buffalo
WFMY-TV
Greensboro
WTPA
I Iarrisburg
WDAF-TV
Kansas City
WHAS-TV
Louisville
WTMJ-TV
Milwaukee
WMTW
Mt. Washington
WSYR-TV
Syracuse
SPONSOR
4-'
t
'
1955 I tl.l. FACTS I: ISIl S SECTIOH
SPOT
Rivalry for choice nighttime availabilities is at all-time high
in fall liuying. Film commercial business booms in multi millions;
spot film programs, features may top $60 million. Due this fall:
more '"film networks" in spot field. Spot coverage starts page 64
NIZTWORK
Clearance- are improving as more stations go into majoi markets.
Network costs are >till soaring merrily upward; this fall's "supei
spectacular-" will break all monc\ records. There are more alter-
nate week -how- than ever. Network coverage starts page iU>
SPOT TV
• Spot television will get the research tools it needs to build solidly
as a major medium within one year. NARTB will push its television set
count and circulation study, filling tv's greatest research gap. And publi-
cation of dollar spending by spot advertisers is in offing. (For first list
of spot spending by major clients as compiled by SPONSOR see page 49)
• Watch early evening. The 5:00 to 7:00 p.m. period will be eagerly
sought after this fall, probably second only to nighttime Class "A" block
• Spot tv campaigns will last longer. Clients will strive for greater con-
tinuity, compensating for costs by sharing spot-placed show sponsorships
and by buying announcements in more available and less expensive periods
• You can't assume for foreseeable future that nighttime will become
easy to clear. But major clients with plans for extended campaigns will
find it possible to clear time they want even where smaller clients fail
Availabilities
Q. Is spot tv time still tight at
night?
A. Tighter than ever, is the conclu-
sion from a group of over 70 time-
buyers and representatives surveyed.
Reasons :
1 1 1 Addition of new stations hasn't
progressed on a large enough scale in
the major markets to mean much. And
I 2 I meanwhile the rush of new clients
into spot tv has accelerated. One factor
in keeping demand for nighttime spot
at fever pitch is network programing
co petition. The better the shows, the
greater the demand for adjacencies.
As things stand now, best bets are
I.D.'s during prime evening time, al-
though the) too are becoming increas-
inglv hard to get. Also, it is somewhat
easier to place 20-second announce-
ments and I.D.'s in fringe evening
time, an hour before and after network
programing. During those periods.
timebuyers can get minutes in most
markets.
There has been a trend toward heav-
ier late night Inning around such net-
work programing as NBC TV's To-
night, and within late movies. Time
within those periods is still obtainable,
however, in most markets.
The radio-tv business manager of
one of the top five agencies comments
that the toughest job in tv today is the
problem of clearing a good evening
half hour for syndicated films. "We
still recommend half-hour film pro-
grams to be placed market by mar-
ket on a spot basis, but with the un-
derstanding that there may be a long
wait I from 13 to 26 weeks! to get
the time."
Generally, timebuyers feel that night-
time tv is easier to buy into for the
heavy-spending 52-weeks-a-year adver-
tiser, than for the seasonal or small-
budget client. Sa\s the head buyer of
one of the top three radio-tv agencies :
"Nighttime tv tends to be SRO for the
small advertiser particularly. The big
ones with enough monev to buy for
\ car-round, can eventually get in.
Q. What's the daytime picture?
A. Timebuyers can virtually write
their own ticket.
This is the consensus among buyers
surveyed: 111 Morning and afternoon
is wide open. ( 2 I Early evening is be-
coming more popular, though there's
still the rush into prime nighttime. The
5-7:00 p.m. period may be con-
sidered the big bargain of fall 1955,
and may tighten up considerablv by
September. I 3 ) There's considerable
interest in Saturday afternoon football
and special sporting events by adver-
tisers with male-appeal products, and
orders are being placed earlv. (4)
Cereal, soft drink and candy advertis-
ers have a stronghold on the kid pro-
graming blocks, late weekday after-
noons and Saturday mornings. Since
these times are becoming increasing!)
popular, they're also tighter than last
year. 1 5 ) There's little rush to buy
Sundays. (6) The ABC affiliates are
emerging as real contenders in the
daytime picture because of the late-
afternoon Disnev Mickev Mouse show.
Daytime tv is still a different me-
dium from nighttime tv. For one thing,
there's a far greater turnover of adver-
tisers. Some clients go into the fringe
times in the hope of moving into night-
time eventually. Other advertisers «o
64
SPONSOR
into da) lime in ordei to t < - 1 1 .1 com
plete 1 <>[>\ Btorj and gel the benefit "I
lull minute demonstrations, w hi li are
mi! nl the question < I n ■ ing ( lass " \
I illlC.
I here are cei tain buj - dui ing week-
days thai are snapped up first. I ■"■
example : dayl ime minutes nexl to
high-rated afternoon f 1 1 1 1 1 — . Audience
Btudies have Bhown thai mam women
tend i" regulate their housework in
-111 li a waj as i" Free .1 couple oi
hours "I the aftei n for i\ \ iew ing
1 particuhu l\ _'• I :mii p.m. before the
kid- clinic home and ii - time to Btarl
cooking ' .
\ "famil) -\ icw ing" period thai is
being encouraged b) network pro-
graming, but which i- -till building
slowl) where advertiser demand is
concerned is the 7-9:00 a.m. time
slot. NBC rV's Today show and the
currentl) revamped CBS TV Morning
Shou have managed to raise this pe-
1 iod out <>l (>l>li\ ion. Advertise] re-
sponse to it is -till slow, hut demand
for minute- and 20's during earl)
morning i- certainl) up over lasl Fall.
Availabilities, however, arc varied and
good.
Buyers are keeping an eye on fall
daytime plans, particularl) at NBC
where soap opera is being deempha-
sized in favor ol participation shows.
(For a chart of the fall television line-
up, da) and night, see pages 90-95.)
Q. Is there any significant change
in the unit of time that advertisers
are seeking for their fall tv cam-
paigns?
A. Several trend- are beginning to
emerge.
1. I.D.'s, although considered a
challenging form <>t commercial to do
right by man) agenc) cop) depart-
ments, continue t<> increase in popu-
larity, particularl) for established
products and as reminder < :op) ; this
i< a reflection of the tight nighttime
situation. \nd more agencies are
learning to pack a lot of sell into those
tew seconds, as in the case oJ notable
i.D. campaigns like Maxwell House,
Kools. Schaefer Beer and Bulova. 1 \
proposal for an I.D. campaign was an
important factor in winning an account
for an agency recently. Benton ^
Bowles suggested Florida Citrus Com-
mission spend about S2 million for
I.D.'s in a presentation in competition
HOW BUYERS VIEW SPOT TV FOR FALL
ji;iu;\i) n. srn tGl /:
Cunningham & Walsh, A
•| 1 i ,,u'\ e been noti< ing the big 1 rend
toward I.D.'s, don'l think ol il in
tii in- ol ,i\ ailabilities onl) . I.D.'s
are far 1 heaper, about 60' I ol 20 s,
besides hem- mine available.
ORRII\ CHRIST!
Mi - International, New York
•( in rentl) < lients are reevaluating
the lower-rated, lower-pri< ed Class '"l>
adjacent ies be ause the) re finding
ratings need not mean sales effe ti\e-
lie—. The bi<i trend i> to daytime."
BILL KENNED!
1 B \ '
I ii - 1 new -i.ii ■■
-till 1 1 hi li in I' 11
1 ions h ive gone on in
station mat kets mainl) . Bui • I
Foods o-|,i-i 1 dl\ . Inn moie da) lime
J0.4.Y Ri TM IA
I , ; ■ Sew 1 orh
"Clients and - have found thai
n, 1 •- fai more brand-* ona ious
than adult-. I herefore, I ite- ifternoon
u |, \l ki ■ M
l!..\ Rog( rs adja
ona <\<\\ time t\ - besl b 1
11 JULY 1955
65
Spot fr
with five other agencies — and got the
business. I
Up to a year ago the advertiser who
used I.D.'s had to imprint the station's
call letters on his film commercial. As
more l\ stations went on the air, the
expense became considerable. Adver-
tisers complained about this added ex-
pense to the 4A's, and then in June
1954 Station Representatives Associa-
tion stepped into the breach with a
new proposal: the full-screen I.I).
This allowed advertisers the full screen
without station call letters for eight
seconds, followed by two seconds of
video for the station's identification.
Since the end of June 1954, acceptance
of the SRA standard I.D. has reached
virtually 100% among tv stations.
2. As local daytime programing has
improved, timebuyers have become
more interested in women's participa-
tion shows, local sporting events, local
quiz and tips programs. There's still
a lot of skepticism to be overcome, be-
cause few local tv personalities have
been on the air long enough to make
as much of a name for themselves with
the agency men as the more established
radio personalities. However, daytime
minutes within participation shows are
in greater demand certainly this sea-
son than last.
Buying tips
Q. When's the right time to start
shopping for a fall spot tv cam-
paign?
A. Right now, if not sooner. In ra-
dio, traditionally the heaviest buying
month was August. In tv, buying
started later because the fall cam-
paigns generally went on the air later.
But the trend has been to earlier and
earlier placing of orders. Now fall tv
buying is in full swing during July;
availabilities are looked over as early
as June.
This trend toward requesting avail-
abilities earlier is found at large
agencies and small. It seems to be the
result of two self-contradictory condi-
tions: (1) the continued scarcity of
Class "A" nighttime availabilities; (2)
the fact that many new stations are
eager for sales to amortize the expen-
diture of building the station and
therefore have extended the customary
30-day period during which avails are
held to 60 and even 90 days in some
instances. This means that a timebuyer
can place an order In June on some
stations to go <>n the air during Sep-
tember.
I!I!I )( ) s Gertrude Scanlan, who l>n\ s
for \\ ildroot, buys evening tv only.
Says she, "I try to place orders as
earl) as possible in July to go on the
air in the fall. That's one wav of get-
ting »ood schedules."
Kenyon & Eekhardt timebuyer Tom
\ iscardi says that availabilities for fall
were being requested early in June at
K&E: "It's been done a little earlier
each year. Today a buyer really has
to get on line a couple of months
ahead at least, if he's trying to get a
new account into nighttime."
Walter Bowe, SSCB timebuyer, be-
lieves a nighttime tv advertiser today
has to buy on a 52- week basis: "If he
relinquishes a nighttime franchise,
there'll be five advertisers behind him
waiting to get on the air, and willing
to buy longer schedules."
Q. What are buyers doing in or-
der to get good nighttime tv slots?
A. There's no one answer, but a
good relationship with reps and sta-
tion men is always important. Savs
D-F-S' Cliff Botway: "It's a question
of negotiating with reps and knowing
station managers. '
"If you decide to build to a certain
quota of frequency as times open up
over the space of several months, you
can generally work up to the desired
schedule," says Ogilvy, Benson & Ma-
ther buyer Ann Janowicz. "Late fall,
the peak season, is the toughest to buy.
It's best to start in July or August to
build a nighttime schedule. But for
advertisers with short-term aims, this
is an expensive investment."
Cunningham & Walsh buyer Jerry
Sprague says that, though stations
generally seem to favor large clients
with prime nighttime avails, they do
like to get in new accounts. Adds he:
"Priority lists are important in getting
into nighttime tv. Generally, one has
to take what one can get and then wait
to improve one's schedule as time goes
on. Of course, while you're waiting,
vou're frequently in touch with the
rep and station."
Opinion differs about the priority
lists. Some buyers feel that buying
Class "B" in the hope of getting Class
"A" is the soundest way of building
franchises. Others maintain that once
an account's on the station, the rep has
little reason to improve their schedule
and is more likely to sell the good
limes to new clients.
Kates
Q. How much of a rate increase
can advertisers anticipate for fall?
A. Among 157 stations responding
to a sponsor sur\ey of the 420-plus
I .S. tv stations, 80 stations plan to
maintain their rates at the present lev-
el. The 41 stations that are putting
through rate increases for fall, plan
to raise rates by an average 20c/c •
One station anticipates an increase of
50' J, -ix are planning increases of
25' < . Only two stations mentioned
that they were planning to lower their
rates (daytime). Both of these sta-
tions are in former one-station mar-
kets.
Reps state that generally, tv rates
will be "a little higher"' this fall. They
feel the increases will be spread
equally over morning, afternoon and
evening, a survey indicated. The in-
creases will occur mainly in markets
where number of tv homes is growing
and for stations which are increasing
their power.
Q. Are there any volume-pur-
chase plans in spot tv?
A. There's a substantial increase in
the number of "plans," which offer
discounts to clients for buying a cer-
tain minimum frequency quota per
week. These station "12 Plans" and
"5 Plans" and other forms of incen-
tives are designed mainly to encour-
age advertisers to go into daytime tv.
Discount offers range up to 45 T off
the one-time rate.
Business outlook
Q. What is the business outlook
for tv stations in fall 1955?
A. There was a 30% increase in
1954 spot tv billings I S189 million I
over 1953 i 145.4 million!. All but
three of the 157 respondents to spon-
sor's station survey expected to see
substantial increases in local, national
spot and network business. Ninety-five
stations are expecting a 10-25% in-
crease in national spot business on the
basis of orders placed so far for fall
and apparent trends. Eighty-four
66
SPONSOR
WORKING
PART
RADIO
*£££# n
LEVISION
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRIN, Vice President
CARLIN FRENCH, Vice President
PAUL WEEKS, Vice President
Orders are "sweet music" to radio and TV station
owners and they rightly expect their representatives
to produce them. But to do this takes skill and the
selling "know-how" that comes only with long
experience. We feel that H-R is unusual in this
respect because this organization was founded by a
group of working partners all with long and
successful backgrounds in this field. And — as we
have grown — only those with similar backgrounds
and ability have been added to our staff. Thus
today, as when we started, "We Always Send a
Man to Do a Man's Job."
380 Madison Ave.
New York 17, N. Y.
OXford 731 20
35 E. Wocker Drive
Chicago 1 , tllinois
RAndolph 6-6431
Horold lindley. V.ce Pres.
6253 Hollywood Boulevard
Hollywood 28. Calif.
HOIIywood 7-1480
James Altpaugh, Mgr. Clarke R. Bro-n. Mgr.
155 Montgomery Street 452 Rio Grande Nationol Bldg.
San Froncisco. Calif. Dollos, Te.os
YUkon 2-5701 Randolph 5149
Bill McRoe. Mar.
101 Mo- "••- StTMl Building
A- - - 'a. Georgio
Cypress 7797
Jock lee Mfi
520 lo'ft la
Room No. 10
- Teios
Justin 1601
Spot fr
In Portland, Maine . . .
and in northern New England
They Watch
WCSH-TV . . . MOST
per ARB study for Cumberland County
May 25-31, 1955
Number nuarter-hour neriods when station leads
1
WCSH-TV
Station "B"
Station "C"
Mon. thru Fri.
7.00 AM-12 Noon
98
(during 20
n hrs. wkly.
~ station
on air)
(Station not
on air)
Mon. thru Fri.
12 Noon-6.00 PM
67
52
(during 70
~ hrs. wkly
" station on
air)
Sun. thru Sat.
6.00 PM-11 PM
100
37Vi*
2Vi*
('two-way ties count as one-half)
HfSMty
CHANNEL 6
PORTLAND
100,000 watts
Represented bt WEED Television
stations anti<i|>ate increases from 5 to
20', in local business. The stations
generally consider local advertising
their bread and butter for daytime.
Tv set count
Q. What's being done to provide
advertisers with an updated na-
tional tv set "census"?
A. Present figures showing the num-
ber of tv sets and tv homes in the na-
tion are. at best, projections based on
estimates that are a couple of years old
by this point.
New figures, however, are on the
way.
The Advertising Research Founda
tion has worked out an arrangemen
with the U.S. Census officials to com
pile facts on tv ownership as the Cen
sus goes about its periodic task of up
dating its "total U.S. families" fiw
ures. The studies will be underwritten
bv three of the leading tv networks —
ABC. CBS and \BC — and the TvB
and NARTB.
This ARF-Census studv will show:
the total number of U.S. homes
equipped with tv, the percentage of
multi-set tv homes, and the relation-
ship of certain income and geographic
factors to tv ownership.
Q. What's being done to provide
admen with market-by-market or
county - by - county television set
totals?
A. The ARF-Census study men-
tioned above wont provide local-level
information: the sample is too small,
researchers feel, to show figures for
individual markets. The best the ARF-
Census job will do in this respect is to
show how tv sets are distributed by
major geographic regions (East, Mid-
west. Rockies. Pacific, etc.).
The NARTB. however, has plans
afoot to fill the local-level research
gap.
At the recent NARTB board meet-
ing in Hot Springs. Clair McCollough.
chairman of the associations tv board,
placed a market-by-market set count
at the top of the priority list of board
activities. McCollough now hopes to
see an NARTB set count go into the
works for next spring. Just what
method will be used to count the num-
ber of tv sets in the thousands of U.S.
counties is still not finalized by NAR-
TB's research committee.
58
SPONSOR
WTVW
XEW XI ML VV \f W SAME FAME
HILL BECOME
WISN-TV
MILWAUKEE
WTVW, Hearst's top tower, top power station in
Milwaukee, will shortly become WISN-TV, as
authorized by the FCC.
For 33 years \ learst-operated WISN radio has been
recognized as a leader in the broadcast industry.
Now WTVW joins its sister stations to provide
advertisers with the best radio-tv combination in the
great Milwaukee market.
By any name, WISN-TV is Milwaukee's top television buy
ABC & DuMONT NETWORKS
top tower _ /o; •
Owned and operated by the Hearst Corp.
1105 ft. Edward Petry Co.-National Representatives
CHANNEL 12 W |SJ\ ■ X V WlLWAUKEl
11 JULY 1955 69
S[M>t tV
Q. Do tv broadcasters feel that
an industry set count and/or cir-
culation study is an important
project?
A. ,k es indeed. A survey by SPON-
SOR in June L955 of all U.S. tv sta-
tions shows the following breakdown
of replies: 44', consider such a proj-
ect "urgent"; IV, consider it "im-
portant"; and onl) W < consider it
"unnecessary .
Q. Would stations be willing to
support such a project financially?
A. Opinion gathered in the same
checkup is more equally divided. Of
the stations who cited answers on their
questionnaires concerning station sup-
port of a set-count and circulation
>tud\. 3795 said "yes" they would sup-
port it: 31$ said "no" they wouldn't;
and the remaining 32^? said "maybe'
the) would help paj for it.
Outlook in general: Nearly 90% of
stations feel that a set count and cir-
culation checkup is a vital set of tv
research data. But only about a third
of the outlets are willing, at this point.
to help defray the costs. As adver-
tiser and agency pressure for such a
study increases, however, this picture
may change.
BASIC TV MARKETS
HUNTINGTON • ASHLAND • CHARLESTON
IRONTON • PORTSMOUTH
7t<MU. *f^€UAC
tecv
WHTN-TV
HUNTINGTON, W. VA.
BASIC ABC AFFILIATE
eU**et13
Not Claiming. . . 1st Audience Nor Admitting vrd listening
Originally position
1
But for the . . . 1 st time WHTN, . . Brings a
rd T.V. Service
With RCA's
Biggest ,
1
st -Slotted
(254) foot
Antenna . . .
AND
Delivering
Maximum . .
116,000 Watts
Power
Newest
program
Service for
1
,3QfJ,000 Ohio Valley
people in the Industrial
Market Of
States -West
• Virginia
Kentucky
Ohio
MAXIMUM POWER
ABC-DuMont Id Petry Company
70
LOWEST RATES • DESIGNED COVERAGE
5 W TVett*
Color .status
Q. What is the status of color
tv set penetration?
A. Industry estimates are that 150,-
000 to 160,000 color tv sets will he
produced thi> scar, and that well over
one million sets will he in use hy the
end of 1956. From then on, manufac-
turers predict a rapid upsurge in pro-
duction and a sharp decrease in prices.
RCA's prices, for one, have already
taken a downward dip since last year,
from SI, 000 for a 15-inch set then to
$795 and $895 for a 21-inch set now.
Q. What is the status of color
equipment at the tv stations?
A. sponsor surveyed all the nation's
tv stations to get the answer. Close to
15' r of the stations, representing every
l\ pe of market and area replied.
Here's a breakdown on color equip-
ment among the respondents:
1. Network color: Right now 62' i
of the stations are equipped to receive
and transmit color shows, another
IV, will he by the end of 1055. (>',
more by 1956.
2. Color slides: 17 f'( of the stations
are equipped to handle color slides
now; 11 % more will be able to by the
end of the year and 21' '< by the end of
1950. Most of them don't expect to
make additional charges for color.
3. Color film: Some 17' i of the tv
stations replying are equipped today
to handle color film, and another 10%
expect to be able to by the end of this
year. There'll be another 21% with
color film projectors in 1956. Again,
most of the stations don't expect to
make additional charges, but some will
ask for 10% more.
4. Live local color shows: Only
5', of the stations replying can orig-
inate color shows today; another 2%
will be able to by end of 1955: IV,
more bv end of 1956.
Film syndication
Q. What's the status of the tv
film program business today?
A. Here are highlights which show
where the film business (syndicated
shows and features I stands now:
1. Dollar volume: The conservative
estimates of several leading film dis-
tributors put the combined total of
film program and feature gross busi-
ness this year at the $60 million mark.
2. Financial stability: The tv film
field is a bonanza for some, a financial
SPONSOR
BUSINESS
LOOKS
GREAT
FROM UP
HERE!
And it's no wonder! From 1685' above average terrain, Egbert,
the Channel 8 Electron, gets a clear shot at THREE recognized metro-
politan areas and their surrounding trade territories. So whaf So
1685' will be the effective height of WFAA-TV's antenna when those
steel jockeys complete their Texas-sized construction project.
What does this mean to you?
] # Inside the new Class "A" contour will be Dallas and Fort
Worth — North Texas neighbors who account for more
retail dollars than the nation's 1 2th ranking metropolitan
area.* Add Waco's business (it's within Class "B" range)
and that of the smaller communities in the WFAA-TV picture
— and you have one of the most important markets in
these United States!
2. Already the tower is taller than any other structure in the
state. By October, WFAA-TVs 316,000-watt signol will
blanket this major concentration of population and wealth.
To Egbert, the Channel 8 Electron, business looks great — for spon-
sors who use WFAA-TV to cover this lush market in one easy operation.
Dallas - Fort Worth — $1 ,643,940.000
Minneapolis - St. Paul — $1,551,460,000
Source: SM's Survey of Buying Power,
May 10, 1955
RALPH NIMMONS, Station Manager
EDWARD PETRY & CO., Notionol Representative
Television Service of The Dallas Morning News
11 JULY 1955
71
Spot tv
In-- in others. I he big firms w lio lia\ e
survived tlie earliest, blue-sk) days
now control the I i < " i > share of the
business. Hut man) firms in i hi- field
are hanging on l>\ I In- -kin of their
teeth, or else are concentrating on
some specialized field of programing
i -pin i-. news, do-it-3 ourseH ) .
'.. Program tinn share: \t the local
level, film programs (syndicated series
and feature pa< ' ages I account foj no
less than 30' of all the program
hours, network and local, telecast l>\
tin- average l\ outlet, according to the
annual stud) b) N VRTB of t\ film
programing (see "Film Basics." page
133).
4. Film pricing: With the market
flooded with film properties, the price
range of different film shows in the
same market, or for the same film
show in different markets, can he fan-
tastic. \l the network level, a really
good film show can command its pro-
duction costs plus a profit to the pro-
ducer I the half-hour average is around
!>3.").()00l on the first run. In the larg-
est markets, the price may run from
$2,500 up to $5,000 weekly for the
ton first-run film shows. Hut prices
are often arrived at between distribu-
tors and advertisers, or distributors
and station-. Ii\ sheer bargaining and
more often fall in the $250-8500
categor) .
Q. Are there any notable trends
concerning time clearances for
syndicated tv film shows?
A. I he general situation regarding
spot l\ availabilities has been dis-
cussed earlier in this section (see page
64.) Hut there are some other angles
that appl) particularl) to tv film
-how-:
1. Scarcity oj nighttime slots: The
networks are virtually sold out on most
nights between 7:30 and 11:00 p.m..
Eastern time so there aren't many
half-hour slots left on network affili-
ates for syndicated film shows at the
local level in the East, Rockies and
Pacific areas. In addition, a number
of network shows {Today. Tonight,
Morning Show, etc. ) operate in mar-
ginal time periods, cutting further
into "film time." (See chart in '"Film
Basics" section.) The late-night "film
time" situation is somewhat heller in
the Midwest, where network show line-
ups generally finish off at 10:00 p.m.,
an hour earlier than the Eastern ones.
Distributors, however, are fairly op-
timistic about the chances of clearing
good time slots for tv film programs
this fall. There are several reasons for
this optimism. For one thing, stations
make more money ( up to 70 'r of the
advertiser's dollar! from a multi-mar-
ket spot film deal, as compared to the
station's "take" from a network show
130-40', of the card rate dollar I.
For another, stations in large two-
station markets still bargain freely
with the network-, relinquishing a
time clearance onl) if thev can get
something in return. Occasionally this
"'something" will be a station's refusal
to carry a network show so that it can
air a film show locally. Pure Oil, for
instance, cleared a spot film lineup
earlier this year in which all of the
32 stations carrying its Badge 714
I Dragnet rerun | scheduled it between
7:00 p.m. and 10:30 p.m. in the peak
\ iew ing hours.
mum iiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iii;i> ii
Film basics gives vital statistics
of $60 million film industry
See page 133.
THE ANSWER IS ALWAYS THE SAME
KSL-TV
Salt Lake City
The buy that's BEST
in the Mountain
CBS-TV in the Mountain West
72
SPONSOR
The GREAT HOOSIER HEARTLAND
Grade A Coverage
Indianapolis • Terre Haute
Grade B Pop. • 1,922,150
(SRDS — Consumer Markets)
PIONEERING
SINCE 1949
In INDIANAPOLIS • TERRE HAUTE • BLOOMINGTON
Low Channel 4 — 1000 Ft. Tower — Maximum 100,000 Watts
Offering Most Complete Merchandising Service in Indiana
WTTV Channel ^f Owned and Operated by Sarkes Tarzian
Represented Nationally by MEEKER TV, Inc.
New York ■ Chicago ■ Los Angeles ■ San Francisco
II JULY 1955
73
Spot tv
2. Film "networks": The idea <>l
offering film programs for sale with
cleared-in-advance time slots lias long
appealed to film distributors. Only
one firm, so far, has been able to make
it work: Guild Films, which has a tie-
up with the 60 or so stations who
?hare ownership <>l \ itapix Corp.
Late last month, the Guild-\ itapix
combine made its first "film network"
sale. The show. Confidential File, will
be aired this fall on the Vitapix mem-
ber stations, and about 50 more non-
affiliates. One of the alternate-week
sponsors is Bardahl, long a big user
nf spdi t\ campaigns for its motor
additive.
\- sponsor went to press, time clear-
ances fur Confidential File were very
good, thanks to the Vitapix contracts
which call for some five hours weekly
of "option time" on member stations.
All time clearances for the half-hour
show so far are between 7:00 and
10:00 p.m. in such choice markets as
Boston, Atlanta, Syracuse and Denver.
Although the Guild-Vitapix arrange-
ment is competitive with the major
networks, it works closely with the sta-
tion reps, who receive their usual 15 '/<
3 1 6.0 0 0 WATTS
LOUISIANA'S TALLEST TOWER
1,2 OO FT.
YES, SHREVEPORT'S FIRST TV STATION, KSLA
will soon bring FULL-POWER coverage to the billion
dollar Ark-La-Tex market! With 19 months telecasting
experience to its credit . . . Pulse-proven audience accept-
ance, and affiliations with CBS and ABC . . . KSLA on
FULL-POWER is your BEST TV BUY in SHREVEPORT
this fall!
LOOK AT THIS EXPANDED KSLA MARKET!
Population
Sets In Use*
Spendable Income)
Retail Salest
Present Power
472,700
86,500
$562,596,000
$394,237,000
Full Power
1,178,450
1 34,473
$1,275,069,000
$ 876,193,000
Established Clients will receive six months low rate protection.
SEE YOUR RAYMER MAN NOW FOR FULL DETAILS!
tSRDS
-RETMA
SHREVEPORTfLOUISIANA
PAULH. RAYMER CO., INC.
NATIONAL
REPRESENTATIVES
commission on multi-market Vitapix
deals. Vitapix lakes 5' ', of the gross
as a service charge. Stations wind up
with at leas 65 '/( of the gross dollar.
Another potential film network is
currently in the works. National Affi-
liated Television Stations, Inc. — a tie-
up of film distributor National Tele-
film Associates, General Electric and
some 45 vhf and uhf outlets — has just
opened a Los Angeles office, and is
surveying available tv films. NATS
states it expects to have some 75 "affili-
ates" within a month or two.
NATS has all the ingredients with
which to build a film network a la
Guild and Vitapix. NTA is a big film
distributor I Police Call. China Smith.
features, etc. I ; General Electric has a
big stake in the future of uhf i 60' <
of the NATS group are high channel
stations) ; and many of the NATS
stations have hankered after more na-
tional business, either spot or network.
One large contract would probablj
start a "film network'' in a hurr\ .
At the moment, however. NATS'
executive director, Berman Swarttz is
concentrating on surveying the prob-
lems of member stations and checking
on what type of film properties ( from
NTA and elsewhere) w:ould be avail-
able for multi-market deals.
Q. What program trends are de-
veloping in new first-run fall syn-
dicated tv film shows?
A. Although most syndicators and
distributors will tell you privately that
the huge supply of rerun shows from
both network and syndication sources
is making the job of selling new shows
doubly difficult, about three out of
four syndicators are launching brand-
new shows this fall.
In general, the level of production
that distributors have been shooting
for is that of top network calibre.
"There's no such thing as 'network-
type' and 'syndication-type' shows any
more." said TPA v. p. Michael Siller-
man. "With network programs going
into syndicated reruns and shows from
major film distributors winding up on
the networks, there are onlv good, fair
and bad film shows.""
As to type, the great majority of
new shows from film companies are
in the "outdoor adventure"" category.
or at least utilize ingredients of such
programs.
Here are some of the highlights:
Screen Gems: A new SG western.
74
SPONSOR
^ IN KTLA's SIGNAL AREA:
POPULATION 7,004,800 • RETAIL SALES $8,244,000,000 • TV SETS 2,200,000
P Represented Nationally by PAUL H. RAYMER COMPANY
7% of the nation's television homes can be reached by
(Bo
I
11 JULY 1955
75
Spot fr
Talcs of the Texas Rangers, will run
in a network-level campaign for Gen-
eral Mills. Also upcoming: Patti Page
Show for Oldsinobile in a big multi-
market lineup.
Ziv: The next Ziv release, probably
in straight non-network syndication,
will be an action adventure series,
Underground.
TPA: Three new shows are in the
works: Count of Monte Cristo, Thun-
der ( adapted from "Black Beauty" and
likely to be retitledl. and Tugboat
Annie.
MCA TV: Possibly with its eye on
the current success of filmed medical
(liamas, from Medic to Not As A
Stranger, MCA will put Dr. Hudson's
Secret Journal into syndicated sales
this fall.
NBC: With Western Marshal recent-
ly released, NBC Film Division will
soon be showing the prints of a film
series based on Philip Wylie's Crunch
and Des fishing stories. The series is
being shot in Bermuda.
Official: One of the first to see a
tv film gold mine in adventure shows,
Official has already sold Robin Hood
to Wildroot and Johnson & Johnson for
Auctioning the first baskets of tobacco at the opening of the annual
tobacco market in Winston-Salem, N. C, the world's largest tobacco
center ... in the heart of WSJS-TV coverage . . . where tobacco
growing, marketing, and manufacturing contribute to the big buy-
ing power of WSJS-TV's Golden Triangle.
WSJ Si TV
WINSTON-SALEM, N. C.
For North Carolina's
GOLDEN TRIANGLE
Plus Northwest North Carolina
WINSTON-SAIEM
CHANNEL 12
"The Golden Triangle Station"
GREENSBORO
HIGH POINT — """1--*"'
" Headley-Reed— Rep.
networking in the TJ. S. and Canada,
and has also lined up an English sale.
Also in production: Scarlet Pimpernel
and Sir Henry Morgan, both costumed
adventure series.
CBS: Upcoming fall deals include:
Navy Log on the CBS TV web for
Sheaffer Pen and Maytag; Long John
Silver, shot in Australia; Straight Ar-
row; Red Ryiler: Champion i Cene
Autry's horse); Tales of the Foreign
Legion, with Krrol Flynn.
NT A: Fast-growing NTA will put
its heaviest syndication push behind
the internationally localed Police Call
and New Adventures of China Smith.
Guild Films: Three of Guild's new-
est properties (one sold in the Vitapix
tieup) are of an adventure nature:
Confidential File, Brother Mark and
/ Spy. The latter two will probably be
in straight syndication.
VM&M: This fall, the newest adven-
ture property of UM&M, New Orleans
Police Department, will be featured
in the firm's sales activities.
ABC: The network subsidiary ex-
pects to close a major film sale for
Sheena, Queen of the Jungle for a fall
start.
HTS: Hollywood Tv Service- — an
offshoot of Republic Pictures — expects
to have Dr. Fu Manchu and possibly
one other series in syndication by the
start of the fall season.
Q. What program trends are de-
veloping among rerun shows avail-
able for syndication?
A. The largest single trend in reruns
concerns the type of shows that have
been moving from network first runs
into syndicated repeats.
For the most part, these shows are
situation comedies which have com-
pleted a season on a major network.
They include:
My Little Margie and Trouble With
Father, which are being syndicated by
Official Films. Official, which recently-
acquired rerun rights to Margie, has
already sold close to $750,000 worth
of contracts in major tv markets.
Ray Milland, formerly on the air
as Meet Mr. McNutley for General
Electric, is going into syndicated re-
run through MCA TV. Same firm
handles Pride of the Family reruns.
Life With Father is being handled
i in the rerun field by CBS Film, now
76
SPONSOR
FIREMAN FRANK
is doing a great job on Saturday-
Ask Free & Peters
for details
You Get Me,
Dah-ling!"
A ravishing dame, even on TV, doesn't get a
second look — if you can't see her because she's
got shadows under her eyes . . . Our darling is
1480 feet above sea level, and the important
thing is that she's in direct line of sight of
1,382,000 families, who get shadow-free re-
ception in the Bay Area's greatest concentration
of population . . .they can see Miss KRON-TV
clear as a silver belle! . . .She comes in natural,
just like September Morn! . . . Give your sales
message shadow-free reception, for maximum
sales impact, with KRON-TV.
. CHRONICLE A
STJSrSik ■ «■* *
Represented Nationally by Free & Peters, Inc.
No. 4 in the series, "What Every Time Buyer Should Know About KRON-TV
11 JULY 1955
77
Spot lv
lining ii|> local it ii< I regional adver-
tisers fin fall starts.
Ra\ Bolger reruns, relatively fresh
from last season's network runs, are
being handled by ABC Film Syndica-
i ion.
The crop of situation comedies in
syndicated rerun is growing each
wick. More than a dozen film shows
ol this type were axed recently at the
network level by clients like Camp-
bell's Soup and Chrysler. Most are
now making the rounds of syndicators
as their producers seek a rerun outlet.
As far as straight syndicated shows
are concerned, the onl\ real "trend"
that s evident at the moment concerns
the durabilit) of shows.
Most indicators anticipated a first
run. rerun and perhaps a subsequent
run for the average show. A few
shows follow this pattern, and then
drop out of sight.
But the constant!) growing tv audi-
ence, coupled with the lower prices of
rerun properties, has kept many a tv
film series alive through run after run.
Some, like Gene Autry, have gone
MEMO:
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far your
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Being a "Sponsor fan" you know
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In the time it would take you
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your products.
Add low-cost giveaway publicity
to your advertising campaigns.
("Sampling" and broadcast ad-
vertising combined.) All the de-
tails on request.
Write, phone or wire collect.
Hay and Berger
(Established— 1949)
1471 V Tamarind Avenue
Hollywood 28, California
HOIIvwood 24202
DOVT BE FOOLED! Thi. i< the
tame Raj ami Berber mentioned in tlit*
column In til*- right '
MEMO:
To Radio Stations and
To Television Stations
We have PRIZES
for your
Giveaway PROGRAMS
Ever since the apple episode in
the Garden of Eden people have
enjoyed winning prizes!
A rollicking giveaway show is
easy to produce — the cost is
small — and the popularity is
great.
We subscribe to Mae West's phi-
losophy. You can create more in-
terest with a thousand $1 prizes
than you can with one $1000
prize.
The reason is simple: You have
one thousand happy winners in-
stead of one!
Our prizes range from $1 up to
$350. They are supplied by the
finest, most discerning manufac-
turers in the U. S. (Top names).
And our fee for regular monthly
service is less than it would cost
you to do it yourself — time and
salaries considered.
Want complete information?
Reach for the phone and call us
or grab your secretary and start
dictating!
We'll answer you fully in almost
no time at all.
Hay anh Berger
(Established— 1949)
1471 N. Tamarind Avenue
Hollywood 28. California
IIOIKv. I 38648
\\ \TCI1 YOl'R STEP! ti.
ese are
i he same t** o fellows
column at the left!
mentioned in the
78
around as often as 17 limes in one
market. Some feature film packages,
like TPA's group of Edward Small
productions, have played as often as
2(> times in the same market.
Result: Syndicators expect the most
competitive fall season to date as re-
nins battle with new shows for the tv
advertising dollar.
Q. What is being done to de-
velop new sales outlets for syndi-
cated tv film programs?
A. Syndicators and producers are
moving in strong!) on two important
targets:
1. Network sales: Through experi-
ence, the top film distributors have
learned that taking a financial loss on
the first run and hoping to make up
a profit in rerun sales can be a risky
business indeed. Therefore, virtually
all of the big tv film program firms
try first today for a network tv sale be-
fore they eye the s\ ndication market.
Many are succeeding. Screen Gems,
this fall, will have six shows on the
networks (Ford Theatre, Father Knows
Best, Rin Tin Tin. Captain Midnight,
Damon Runyon, Tales of the Texas
Rangers ) . TPA will have four I Halls
of Ivy. Captain Gallant. Lassie, Thun-
der I. Official Films will have two
i Robin Hood. Four Star Playhouse \ ;
so will CBS TV Film Sales i Straight
Arrow. Navy Log\. Guild Films will
have its Confidential File on a network-
like deal through its Vitapix tieup.
ABC Film Syndication is discussing a
network sale of its recentlv acquired
series, Sheena, and has opened a Na-
tional Sales Dept.
Meanwhile, a number of svndica-
tors, notably MCA TV and ABC Film
Syndication, have been boosting their
warm-weather sales by selling film
shows I some new, some rerun I to net-
work sponsors like Kodak. Campbell
Soup, American Tobacco and Maytag
as network summer replacements.
2. Foreign sales: X\ ith network time
at a premium, syndicators are turning
to foreign markets as well. NBC Film
Division is currently discussing the
sale of film shows to the commercial
tv firms in England, as are Official.
NTA. Ziv. CBS TV, and TPA. One
bitch so far: nobod) knows exact]}
bow many of Britain"? several million
tv sets have been converted to receive
the commercial channels. Therefore,
il"s \er\ difficult, syndicators report,
to establish a British tv film pricing
SPONSOR
portrait of a market . • .
11 JULY 1955
79
notker winner/
from the portfolio of.
TPA
Sales Builders
No mystery about the success of this one. Here's a brand
new series, that boasts an unbroken record of success in
every major medium. Ellery Queen is a fictional detective
who is very real to tens of millions of fans. And Hugh
Marlowe, star of stage ("Voice of the Turtle") and screen
("Twelve O'Clock High" and many others) brings him to
vivid life in each episode.
With scripts (which avoid sadism and brutality) super-
vised by Ellery Queen, with production on the level of the
highest quality dramatic offerings, the show has won
instantaneous acceptance by local and regional advertisers
throughout the country, as well as by stations which
bought the property to make sure it was on their air. All
of them are profiting from the audience-building tie-in
with the American Weekly.
If you're interested in a series where you know how you're
going to come out, Ellery Queen is your dish.
For availabilities on this proved winner, contact your
nearest TPA office.
Television Programs of America, Inc.
New York: t7? Madison Avenut
Chicago: 203 N. Wabash Ar, me
Hollywood: 5746 Sunset Boulevard
structure. I lii> situation, however, will
probably clear bj fall.
Foreign-language markets — Cuba.
Smith America. Mexico and parts of
Kurope — are still relativel) a drop in
h films' financial bucket. Hut they are
becoming more and more important
as a source of additional syndicated
revenue. Leader in this field of "dub-
bin" American tv films for foreign
scanning is Ziv, which has most of its
present tv series available in Spanish,
and man) in French, German, and
Italian. MCA TV is also becoming very
active in this field. Screen Gems re-
cently opened a European office, and
also has its eye on foreign markets.
One of the best of the "foreign"
markets is right next door to the U. S.
— Canada. There, with tv booming,
indicators have been active in net-
work-level sales, multi-market film
deals, and single-station sales.
Film commercials
Q. What's the cost range for
film commercials?
A. It s difficult to pin down costs bv
length of commercials. Most produc-
ers sell clients packages, consisting of
a certain number of minutes, some
20"s. perhaps I.D."s. Costs, of course,
depend upon the number of actors
used, the sets, production techniques,
degree of animation, and so forth.
However, it is possible to establish cer-
tain minimums and maximums.
A live-action I.D., for example,
might cost anywhere from $300 to
$1,000, although several producers
mentioned minimums under $200.
Animated I.D.'s pretty well have to
cost over $500, and might go as high
as $2,000, although that's above aver-
age. Live-action minute films can be
made for as little as $750, but gen-
erally the cost is in the thousands. Ani-
mated minute commercials range from
S1.500 to $10,000. with S5.000 being
a fair average for full animation.
Twenty-second commercials of the
same type as the minute commercials
cited above are generally some 40%
cheaper than one-minutes.
Q. How have union requirements
affected film commercial costs
this year?
A. Very little indeed. Although the
S/..W /.
S \(i contract, [oi one, wm rene
ated in en U spi ing <>l this year, the
basic principal >>\ reuse payments ."i
acton remained unchanged, and ili«"
minimum scale v\ .1- raised less than 5. ! .
Mam small iun.lii.i-i~. particularly
those h iili -m.ill.i .1 -n. ■>■- ml adver-
Users as clients, have had t>> raise
prices of their animated film commer-
cials in order to cover their overhead
and compensate for the loss of l>u»i-
ness resulting from the SAG contract.
"Those nt "in clients who're on verj
bight budgets have turned to Blides,
-till photos or Live commercials when
possible,'1 the head oi one film produc-
tion house told sponsor.
Propert) men. I \TSK local ")2. ne-
gotiated f<»r a new contract late in
1954 and got increases <>f approxi-
mate!) S5 weekl) in each category.
However, the producers themselves
were able to absorh those costs, Uso
through IATSE, film cameramen have
gotten up to a 509! increase in |>a\.
That has not affected over-all costs since
most producers pas way above scale be-
• BUM of the demand. Compared with
1950, cameramen are gettinu about
100'; more: $65 a da\ five \ear~ ago,
from $100 to Sl.iO a da\ in lO-Vx
Color commercials
Q. What percent of commercials
is being shot in color now?
A. Between 1 5 and tj indui
tr\ soun es. Propoi tionatel) . I
are somew hat more commen ials 1 •
done in I "lor than then- are ■ "l"i
-how-. he. BUSe maii\ I lient- and
i gencies feel thai the) i an amortize
the cost of the commen ial b) ha\ ing
black-and-white print- struck from the
negative f<>t cm rent use, .ni<l \>\ hav-
ing the i "li>r film read) as soon a-
the time is ri|ie.
I he days of franti. experimentation
II color -eelll tO he "\ei. ( lirnl- .m-
no longer rushing into it merel) out "!
tear oi being left behind. Few majoi
t\ advertisers can sa) thai dies haven't
experimented with package color, and
various camera and production coloi
techniques. II they're shooting their
commercials in color today, it- be-
cause the) feel that they'll need a
color commercial within the next two
years, and they find it economical
to strike a b&w print and be prepared.
TOP CONVERSION
98% home (Sanga-
mon) county
(ARB, Mar. 19SS)
87.1 % average other
primary counties
(Videodex,
Jan. 1955)
SALES RESULTS
New and used car deal-
er. Sat. niVe feature film
— cost $450.00. RE-
SULTS by 1:00 P.M.
next day: TEN new cart
told (value $20,000).
NINETEEN ether quali-
fied prospects, THREE
HUNDRED people in lot.
PROVEN AUDIENCE
All top 15 once-a-
week shows
All top 10 multi-
weekly shows
(Pulse, Nov. 1954)
BEST PICTURE
Crystal clear
Consistently stable
Ideal terrain for
perfect reception
WICS
CHANNEL 20
LOCAL LOYALTY
First station to serve
the entire State Cap-
ital Market with top
network, film, and
local public service
programs.
SERVING ILLINOIS'
STATE CAPITAL
MARKET
SPRINGFIELD, ILLINOIS
20 COUNTIES" 22.260 FARM FAMILIES
510,578 POPULATION $785,390,300 EB I
165.241 FAMILIES $595,717,000 ANNUAL RETAIL SALES
Source: SM. Survey of Buying Power. May 1954
^Is
O.M0NT
PRIMARY
Ask your Adam Young rep
tor complete detail* and
new market brochure on
this outstanding State Cap-
ital Market SOLD only thru
WICS.
U P 1953
U ■ 1954
UP
1955
1 1ST
MORE
VIEWERS
UIVEC-TV
* 220,000 watts
500 foot tower
Serving NORFOLK,
Hampton, Newport News,
Portsmouth, Warwick,
Virginia Beach
Source: Telepulse May 1954
May 1955
Ifi
banc affiliate
represented by AVERY - KNODEL
11 JULY 1955
81
Spot tv
Film commercial tips
Q. What tips can producers give
to the advertisers and agencies in
order to improve their film com-
mercials?
A. Producers generally agree that
the agency-producer relationship has
improved particularly over the past
two years because the agencies have
become more experienced in film work
and the producers more knowledge-
able about advertising problems and
tv. However, here are some of the
areas where improvement could still
be forthcoming:
1. Be better prepared before pro-
duction starts. You don't save time by
going to work on a half-finished or not
yet approved script. Agencies would
do well to consul* the producer be-
fore submitting the final storyboard to
the client, because the producer may
be able to suggest a cost-cutting or
particularly effective technique that
the writer couldn't envision.
2. Discuss your budget frankly
with the producer. He'll help you
match storyboard to cost. It's better
to do an unpretentious job well, rather
than ask for fancy settings and skimp
on actors.
3. Keep your commercial simple
and free of tricks. No one's suggest-
ing a monotonous sales pitch, but too
often special effects such as an exces-
sive number of opticals or camera
tricks will detract from the product
\ou*re trying to sell. You don't have
to be arty to be original.
4. Give the producer enough time.
True, you may have gotten a commer-
cial for one of your products within
three weeks, and now the producer's
asking for 10 weeks. But certain jobs
require more work. Animation, for
example, requires more man-hours
than any other type of commercial.
Stop-motion is time consuming.
5. Take advantage of the screen
writer's services on producers' staffs to
improve the visual conception.
6. Accept the recommendations of
experienced film-makers regarding the
use of optical effects and composition.
7. When the product is of a type
that can be demonstrated, take advan-
tage of tv's ability to dramatize the
demonstration.
8. Let the video tell the story. Use
copy to augment what can't be told in
pictures, but remember that too much
talk can kill your commercial.
9. Keep the setting authentic and
believable.
10. Dont put too many elements in
one commercial. 1 ry to decide on a
central theme and develop it. A min-
ute or less is too short a time to tell
more than one story.
11. Encourage more frequent con-
sultation with producers for agency
personnel. Agencymen, necessarily,
have less technical knowledge about
film commercial production since
they're not involved in it day-in and
day-out. Have them consult the pro-
ducer during the planning stages to
avoid making commercials too expen-
sive, too complex or impossible to
produce within your time limits.
Film commercial trends
Q. What are the outstanding
trends in film commercial produc-
tion in 1955?
A. This is the year of economy, or
at any rate, costs are a bigger factor
today than they have been since tele-
SAN ANGELO — TEXAS
* One Station Market
* Unduplicated Coverage
* Top Promotions
Marks the Spot!
DOES A BIG SELLING JOB!
In the GREAT San Angelo trade area these are facts:
Families 76,800
Average Buying Income $5,052.00
Retail Sales $295,970,000.00
Total Buying Income $387,993,600.00
It's BIGGER than ever before!*
PLUS THIS
NOW WITH 41,243 SETS * (and growing too)
KTXL-TV
SAN ANGELO, TEXAS
with over 2 years of service to RICH
WEST TEXAS!
•Pacts and figures officially based on compila-
tion of material from, Sales Management Mag-
UKTMA Monthly Report, Community
Towei s rvice, Public Utilities Report, County
Agents Weekly Mail Report, Slate Reference
Material (1954 55 Issue), and Regional Market
Survej through May 1955.
Interconnected
with
PROGRAMS FROM
NBC-ABC
DU MONT
things look
good on channel
j. H. Hubbard
General Manager
Representatives:
Venard, Rintoul & McConnel
New York
Clyde Melville Co., Dallas
82
SPONSOR
V' '■
vision was horn. More lilin commer-
cials t hit ti evei sxe being prodw ed,
bul agencies and clients axe keeping a
closer eye on the bill*. Storyboarda
seem to be written with . ii~t> a prime
motivation. Simpler techniques are
being used, and few producers g<>
n\ ei board <>n fancj opt* ala.
"Film commercials have grown op,
~a\ moat prodw ei a.
The atoryboarda generall) call for
softer sell, more emphasis <>n low-pros-
-iii«'. entertaining and sometimes even
subtle pit< lies. They're more straight-
forward in technique, Bince agenc)
copywriters are do longer as impressed
with the fancy tricks the eamera can
play.
There's something of a move back
to live-action film commercials this
\ear. compared with 1953 and 1934.
Originally, when the SAG contract put
reuse payments for actors into effect,
clients rushed into animated commer-
cials. Today there are still far more
animated, partially animated and pup-
pet-type commercials than two years
BgO. But the growth of animated com-
mercials has slowed down.
"Heal people sell more," as the copy
chief of one of the top radio-tv agen-
cies put it. "Animation is wonderful
for some products. Its attention-get-
ting and entertaining. But you can't
identify with cartoon figures as you
do with real people."'
Live talent, however, is being used
somewhat differently in many commer-
cials this year. For one thing, there
are more straight forward demonstra-
tions and fewer testimonials than in
previous years. Just because someone
is a personality doesn't mean that he
or she will be starred in a commer-
cial in l().ii. Today, agencies are look-
ing for some logical tie-in between
the product and the personality.
\lso, there's more voice-over than
ever before.
st in Power
and Coverage
1,000,000
WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
TV time buyers like you prefer WBEN-TV because of the
production quality they've learned to expect from this
pioneer station. On the air since 1948, WBEN-TV is —
by far — Buffalo's oldest TV outlet. This means seven
long years of experience in giving commercials meticulous
handling by a crew of production experts who have been
with WBEN-TV since it's beginning.
These skilled crews take each commercial smoothly over
the rough spots — from sound to lighting, from camera
to CONSTANT control room shading. The result is a
quality treatment that only experienced conscientious —
specialists can produce.
So when you buy TV time in Buffalo, buy Ql ALITY !
Buy WBEN-TV ! .
&
x*
o*v
.\M
i& CBS NETWORK
WBEN-TV
«..
BUFFALO, N. Y.
WBIN-TV Representative
Harrington, (lighter and Parsons. Inc.. New York. Chicago, San Francisco
11 JULY 1955
83
y
er winner;
/
from the portfolio ofi
TPA
Sales Builders
Here's a series that offers local and regional advertisers
52 different, top quality, network calibre programs with
a proved, impressive audience record. In every type of
market . . . against every type of competition, it comes
up with solid, pay-off ratings.
Your* Star Showcase is a lavish, star-studded produc-
tion. It's a weekly parade of such audience-pulling names
as Celeste Holm, Broderick Crawford, Ruth Hussey, Pres-
ton Foster, Peter Lawford, Laraine Day, MacDonald Carey,
Diana Lynn and Jack Carson, etc., etc., etc.
Right now, this TPA show is doing a great job for adver-
tisers throughout the country selling everything from
automobiles to ready-to-wear.
For availabilities on this proved winner, contact your
nearest TPA office. .
'Advertiser or brand name
Television Programs of America, Inc.
New York: 177 Madison An nue
Chicago: 203 N. Wabash Av< nui
Hollywood: 5746 Sunset Boulevard
Farm tv
Q. How big is the farm tv mar-
ket?
A. Rural areas (counties with less
than 100,000 population) account for
most of the tv set penetration growth
in the U.S. the past year. This is due
in large part to the launching of oper-
ations by tv stations in rural areas
which have not had tv before — each
new station creating thousands of
new tv homes. Where a year ago
(June 1954) tv set saturation in farm
homes was 41.29? > according to a Dan-
iel Starch study for NBC Research
Department, the current estimate is
that about 50% of farm households
are now tv-equipped — and the number
is growing fast. I National tv set pen-
etration is estimated at about 72' ! . I
That tv stations consider the farm
audience an important one is evi-
denced by the fact that 56% of the
respondents to sponsor's 1955 Buyers'
Guide to Station Programing reported
regularly scheduled farm programing
— devoting from a quarter-hour to five
hours a week to market news, weather
and crop reports, other farm-interest
features. Of the 205 stations airing
farm programs, 24 have farm directors
who are members of the NARFTD.
Farmers furnish a healthy, nicely-
heeled market for tv advertisers of all
kinds of products — largely, of course,
feeds, implements, seeds, other agricul-
tural necessities. Their farms are big-
ger than ever (because they are fewer!
and their standard of living, which
rose 54% in the decade between 1940
and 1950. is still rising.
Top clients
Q. Who are spot tv's biggest cli-
ents?
A. Rorabaugh Report on Spot Tv
Advertising lists the biggest spot tv
clients by the number of schedule?
and stations they buy. The list does
not necessarily rank clients in order of
dollar spending. It's possible for one
company to use fewer stations than an-
other, but to be a bigger spender,
since frequency is not reflected.
Here then is N. C. Rorabaugh's list
of the 25 biggest spot tv clients during
the first quarter of 1955: 1. Procter &
Gamble; 2. Brown & Williamson; 3.
Sterling Drug; 4. Standard Brands:
5. Block Drug; 6. Colgate-Palmolive:
SPONSOR
S//..I II
In Green Bay
Packerlana
YOUR
D011AR
BUYS MORI
ON 11
f$ More Viewers Per Dollar
Over li>'( more unduplicated
t\ homes per dollar in primary
coverage area.
S
8
The idea] complement to your
Milwaukee-Chicago TV cov-
erage.
More Merchandising
Follow-Through
Dealers s t o c k up when
VVMBVs merchandising gives
advance notice of up-coming
campaigns on Channel 11.
WMBV makes your TV dol-
lar move more merchandise
all the way along the line.
More Program Power
Unusually high percentage of
top NBC show- gives you
well-rated adjacencies.
Studios in both Green Bay and
Marinette are finest in Packer-
land, make possible unprece-
dented live shows of regional
interest.
Phone VENARD. RINTOUL & McCONNELL
New York, Chicago. Lcs Angeles.
San Francisco
WMBV-TV
ill n AFFILIATE
Studios in
Green Bay & Marinette
Wisconsin
Ratnei Promotions; 8. ' artei Prod-
in t-; 9. < .in.i.il I I- : 10. National
Bi« mi; 1 1. Bulova wVrtch; 12. Mile*
I aba ; 1 3. < !ai nation : 14. Grove Labs;
15. \nahist ; l<>. \ u k < hemu al; I 7.
I!. .1. Re) nolds; 18. < hesebrou] h; 19.
I ord; 20. P. Lorillardj 21. General
Mills; 22. Petei Paul; 23 Kello
24. foni; 25 < leneral Motors.
Tv Iioiim'iii.tK in- shows
Q. How many tv stations have
local homemaking shows?
A. Homemaking programs on h an
practical!} universal. They're offered
1>\ 96| < ot the iv stations reporting to
sponsor's L955 Hm <■/■,' Guide to Sta-
tion Programing. This type of pro
graming falls into srx main categories
kitchen, home de< oration, child care,
do-it-yourself, fashion and beauty.
Kitchen shows, the traditional t\|
women's programing, -till retain theii
popularity; they're carried b) 'Hi' > oi
the stations. Home decoration and
fashion come next- 7U' , of the sta-
tions schedule such show-. Beaut) care
and do-it-yourself topics follow, with
55 and 7rV '< frequency respectively.
Child care programs or portions of
programs were reported 1>\ 27', of
the station-.
Studio facilities
Q. What are television stations
equipped to do for advertisers in
the way of live commercials?
A. I ou'll find toda\ that most tele-
vision stations have the makings of
effective live commercials.
Basic, of course, is the living room
set as a backdrop for the look'em-in-
the-eye home) commercial. Buyers'
(ri/idr shows f)~' < of stations re-pond-
ing have permanent living room sets.
\\ hen it comes to more informal
surroundings, 7V , of stations report-
ing had permanent outdoor or patio
sets.
The advertiser who wants an auto-
mobile used as a "prop" can ask
01 ' , of stations to drive one right into
the studio via a convenient ramp.
Some 47' < of reporting station-
have rear-screen projection equipment
available for the adman who wants
the local personality to be poised in
front of rolling wave- or other effects.
* * *
U P 1953
UP
1954
UP
1955
MORE
VIEWERS
UIVEC-TV
^ 220,000 watts
500 foot tower
Serving NORFOLK,
Hampton, Newporl News,
Portsmouth, Warwick,
Virginia Beach
• Source: Telepulse May 1954
May 1955
B
-iX •
basic affiliate
represented by AVERY -KNODEL
11 JULY 1955
85
NETWORK TV
• Single-show sponsorships are a declining hreed, may soon he confined
to handful of blue-chip corporations. Alternate-week sponsors increasing
• Soap operas will become less important and, while they won't die out,
won't be as important to network tv as they were in network radio's heyday
• With Du Mont out of simultaneous networking picture, ABC will be
strengthened and network battle will become a more even three-way affair
Full competition awaits substantial uhf-vhf re-allocation program by FCC
• Trend to film, slowed down temporarily by spectaculars and hour dra-
mas, will be given fillip by growing importance of movie-produced shows
• Network costs will continue to rise as set saturation, competition
for stars grows but costs-per-1,000 will compare well with other media
Programing
Q. What are the network tv pro-
graming trends for the fall?
A. There are five distinct program-
ing developments, four of them at
night. Two of the nighttime trends are
accelerated from last season, two are
completely new. Here's the over-all
picture:
1. A decline in the situation comedy.
The voracious demands of tv seem
to have drained dry the creative
abilities of situation comedy writers.
As a result, these shows died like flies
last season. The extent to which this
happened can be seen by perusing a
list of situation comedies on last
October and checking off those which
will not be back next season. The
casualties totaled 16, eight of them
on CBS TV. Of the 35 or so new shows
on next season, only three situation
comedies are set so far, with a fourth
a definite possibility.
2. A rise in the outdoor adventure
format. So far eight of the new shows
scheduled for next season fall in this
category. Four of them are on CBS TV
during the 7:30-8:00 p.m. weekday
slots and spearhead the web's efforts
to capture the kid-plus-adult audiences
that ABC TV has been successfully
coralling in that time period with
Disneyland, The Lone Ranger and Rin
Tin Tin.
3. The long, non-weekly show, ex-
emplified by NBC's spectaculars, got
its start last season but this kind of
programing will pull network tv up to
new heights of excitement next season.
The networks seem driven by a let's-
get-top-stars-money-is-no-object policy
and appear to be looking over their
shoulders at the Federal Communica-
tions Commission and what the Com-
mission might do in regard to fee tv.
While the spectaculars were not origi-
nally brought in to head off fee tv,
there is a growing feeling, outside the
networks, at least, that top showman-
ship by the networks could cut the
ground from under box-office video.
4. Hollywood-video tieups are in-
creasing. This, too, is a continuation
of a trend. It was kicked off with a
bang last season by ABC TV with
Disneyland, although there had been
various indirect movie-tv links going
back before last year, such as the
movie promotion found in Toast of
the Town and the production of tv
films by Columbia Pictures' subsidiary,
Screen Gems. In addition to the two
studios mentioned, others now in tv
include Warner Bros., Paramount,
MGM, Twentieth-Century Fox, Univer-
sal-International.
5. Possible decline of the soap opera
is the outstanding programing develop-
ment on daytime network tv. This is
most noticeable on NBC TV, but CBS
TV has been affected, too, by the grow-
ing question of whether the daytime
serial has a long-term future on tv.
NBC TV starts next season with onlv
one serial, First Love. Recently-
dropped were Greatest Gift and Con-
cerning Miss Marlowe and it looks like
Haivkins Falls is headed the same way.
NBC TV expects to have Way of the
World and Modern Romances on next
fall but these are self-contained dramas,
not serials in the classic sense. CBS TV
goes into the fall with a strong block
of four soapers in the noon-to-l:00
p.m. slot and two more late in the
afternoon but The Inner Flame and
Road of Life have already been can-
86
SPONSOR
celled. So far as can he learned, there
are no new daytime drUDU 01 an)
kind being planned by any of the
networks.
i For details <>n the fall tv lineup,
see (hart in thi> i->ii<- on page 90 | » 1 1 1 —
Btoriea in 13 and 27 June issues oi
SPONSOR.)
Q. What arc the implications of
the growing romance between
Hollywood and television?
A. ftfosl important is 1 1 1 « - availabil-
ity of a great program source for tv.
If the movie studios continue turning
out shows that pet ratings like Disney-
land there is little question hut that
movies and movie-produced shows will
continue to multipl) on tv. \\ hat this
might mean in terms of program con-
trol vis-a-vis the networks onlj time
will tell.
Also important is the fact that ABC
TV is in the vanguard of the trend
and, in a limited way, is fighting its
ua\ to equality with CBS TV and
NBC TV by way of Hollywood. The «
web has signed with three studios —
Disney, Warner Bros, and MGM — in
addition to planning a 90-minute fea-
ture film show every Sunday.
Of particular interest is the fact that
the three studios which signed with
ABC did so with one eye on their
prime customers — movie exhibitors.
All three shows involve promotion of
motion pictures which will not be
shown on tv and which, therefore, are
in competition with tv.
To what extent this will hurt the net-
works through possible loss of audi-
ence, as well as paid movie advertis-
ing, is a question that has been raised.
ABC feels that "behind-the-scenes"'
promotion and movie trailers have a
positive interest to tv viewers. And
many broadcasters feel that the excite-
ment of movie programing and stars
more than compensates for the audi-
ence that may be lost through motion
picture promotion on the networks.
Increase in outdoor adventure shows (there
are eight new ones this fall) is typified
bj ABC's "Wyatt Earp" new cowboy series.
P&G policy of buying circulation through
part purchases of shows like CBS' "Line-
up" is tipoff to scattered shots trend.
Du Mont's pro football offering is excep-
tion to web policy of turning itself into
film network via film and live Electronieam.
NBC's Ted Mack show illustrates web's
interest in daytime personalities rather than
daytime serials as means of building daytime.
11 JULY 1955
&JK
v---
CIRCUIT
a public preview qj N/Jr Television, 1955-56
by Sylvester /.. '/ eaver, Jr.. President, and Robert H . Safnoff, Executive Vice President
In August of last year, an advertisement to tin- trade proi laimed:
"NBC open- the \car <'f exoitemenl on television!"
The season is passing and main who were honest]) skeptical
have admitted that the veai's pel formance i- measuring u)> to
the prophecy.
It has been the year of 90-minute Color Spectaculars, of Gobel
and Medie and Caesar's Hour, of Today-Home-Tonight, of un-
precedented special programs like "Peter Pan." But such an enu-
meration, as proudly as we make it. is only a small part of the
story. This was the season when television programming shed the
shackles of tradition: ceased to he the child of radio and became
a medium of its own — the greatest medium of entertainment and
enlightenment that the world has ever seen.
The growth of the medium was a tribute to the entire in-
dustrv. At NBC we are proud that we took a bold and adventurous
course, and we will quicken the pace in the year to come. Here is
a portion of what you may expect:
color spread— The success of this season's Color Spec-
taculars is now history. But next season NBC Spectaculars will
move still farther forward. Appropriated, the first show in the new
"Color Spread" Spectacular series will be a special 2-hour tele-
cast of Thornton Wilder's theatrical masterpiece "Skin of Our
Teeth"— starring Mary Martin and Helen Hayes. "Color Spread"
will also open up an affordable new selling opportunity of major
importance for most advertisers.
one-time "specials" — Already scheduled are a repeat
of "Peter Pan." and a musical version of the Pulitzer Prize play
"Our Town" featuring Frank Sinatra. In addition, NBC will
pioneer in a new direction. First-run full-length A-films will be
seen for the first time anywhere, on NBC Television. The fir-t of
these film features will be Alexander Korda's color production of
"The Constant Husband" starring Rex Harrison.
MAURICE EVANS PRESENTS — the finest theatre of all
time, presented Sunday afternoons by the distinguished producer-
director-actor. Included in Mr. Evans' schedule of hour-and-a-half
color programs will be several Shakespearean productions in
which he himself will star.
sports — NBC will continue to be the leading sports network,
with a year-round calendar of key events in every area of sports,
including the full schedule of NCAA football.
original drama and musicals — Included in the
Producers" Showcase schedule of 90-minute plays will be original
works bv outstanding contemporary playwrights. These dramas
will be mounted with all the expertness that marked Producers'
Showcase this season. Robert Montgomery Presents, The K
I lir.it re. I In- Philco-Good) eai Television Play house w ill < ontinue
to present weekly full-houi dramatic productions, ami will be
joined tin- \.;n by tin- new 60-minute Pontiae-Armstrong Theatre
-' beduled on Tuesday nights,
variety - Berle, Raye and Hope will appear in the Tuesday
nighl hour that ha- I i television tradition. In addition,
Perry Como will be star ami host "f a big new Saturday night
hour of unmatched variety entertainment Tin- Colgate Houi on
Sunday will be decked out in fresh, resplendent entertainment
dress. And NBC will -how. ase it- newest i andidates f"r Gohel-type
laurels a- "tin- most exciting discovery of tin- war." Keep your
eye on personalities like Jonathan \\ inters and >uc Carson!
special program events - Throughout the year
\I'>C. will use prime time periods to present special television
event-, such as "1976, Your World of Tomorrow*1 on October 9th;
"Nightmare in Red." an hour-long history in film <>f Russian
communism from 1905 to the death of Stalin, featuring
deal of sec ret footage seen now for tin- first tunc: "Tin- Ja// \
a highlight report of America's boisterous, "bubble" years; and
'" i oung India." a probing film commentary on tin- i pic and the
problems of a country vitally important to Vmericans.
This is a sketch in brief of some of the things next season
holds for NBC's audiences and advertisers. It i- our goal to presi nt
whatever the vast and variegated Ameri< an publii enjoys, v.
hopes for and should have from telet ision. Vnd for sponsors NBC
will continue to devise flexible l>u\ing patterns which inak< I\
available to advertising budgets ol every size.
This year our slogan has been "Exciting Things ar<- Ha]
ins on NBC Television." It holds good for 1955-1956 . . .
P~ . /TT^^C^^J
exciting tilings arc happening on
TELEVISION
a service of
Network tv
Q. Will the total show changes
be numerous next season?
A. They sure will. As mentioned
above, there will be 35 shows new to
tv networks at night alone, including
new shows put on late this season that
will continue in the fall. In addition
FALL NIGHTTIME TV LINEUP
For daytime lineup see pages 92-95
HtAVY TYPE INDICATES NEW SHOW IN SLOT. SEE
-OOTNOTE. BLANK MEANS SHOW IS NOT YET SET.
7
pm
7:15
7:30
7:45
8
8:15
8:30
8:45
9
9:15
9:30
9:45
10
10:15
10:30
10:45
11
SUNDAY
ABC CBS NBC
You Asked
For It
Skippy Peanut
Btr. Dlv., Best
Foods
Guild. Bascom
& Bonflgll
Hy-L&r
Feature Film*
730-9
(Package net
set)
Lassie
Campbell Soup
Hy-F BBDO
Jack Benny
alt. with
Private Sec'y
Aroer. Tobacco
NT-F BBDO
Feature Film*
730-9
(cont'd)
The Ed Sullivan
Show
Lincoln-Mercury
Dealers
KY-L K&E
It's a Great
Life*
Chrysler-
Plymouth Dealers
MeCann-
Hy-F Erickson
Frontiers*
(3 weeks In 4)
Reynolds Metals
NY-F Seeds
Colgate Sunday
Hr.
(3 weeks In 4)
Colg.-Palmollve
HY-L&F Esty
Spectaculars
IN COLOB
7 :30-9
(1 week In 4)
Sunbeam,
Perrln-Paus
Maybelllne,
Gordon Best
Louis Howe.
D-F-S
NY-L
there will be at least 20 other night-
time changes of one kind or another,
including changes in time slots and
switches from one network to another.
ABC TV for example, has picked up
shows from both Du Mont and CBS.
And there are more changes to come.
Q. Where will most of the pro-
gram changes take place at night?
A. Although CBS TV is the leader
in time billings among all the net-
works, there will be more program
changes taking place on that network
than on NBC TV and ABC TV put
together. Part of the reason is the
web's revamping of its 7:30-8:00 p.m.
MONDAY
ABC CBS NBC
Kukla, Fran & No network
Olllo programing
co-op
Chance of a
Lifetime*
Emerson Drug
L & N
Lentherlc. C&W
NY-L
Stork Club
co-op
NY-L
Break the Bank
Dodge
NY-L Grant
No network
programing
GE Theatre
General Electric
NY-L&F BBDO
Alfred Hitch-
cock Presents*
Bristol-Myers
Hy-F Y&R
Appointment
with
Adventure
(tentative)
P. Lorlllard
Y&R
What's My Llnef
Bemlngton-Band
Y&R
Jules Montenler
Earle Ludgln
NY-L
Tv Playhouse
Goodyear, Y&R
Philco, Hutchlns
(alt. sponsors)
NY-L
Loretta Young
Show
Procter & Gamble
NY-F B&B
slots during the week, the motive for
which has been explained above. The
slew of situation comedies being re-
placed on CBS TV is another factor.
Drastic revisions have taken place
in the CBS TV nighttime lineup on
Tuesday and Saturday. In the total
network picture, Tuesday night takes
the prize for the biggest programing
face-lifting with at least a dozen
changes already set.
Q. What nighttime periods have
not yet been programed?
A. Saturday night is still wide open
on ABC TV. The web has an hour
dramatic show in mind for that evening
TUESDAY
ABC CBS Mil
Ch-L
John Daly, News
Miles Labs
NY-L Wade
Kid film show*
(tentatively
Jungle Jim or
Shcena, Queen of
the Jungle)
Doug Edwards
News*
Amer Home Prods
NY-L BB&T
Robin Hood*
Johnson &
Johnson, Y&R
Wildroot, BBDO
Tv Reader's Burns & Allen
Digest Carnation.
Studebaker- Erwin Wasey
Packard Goodrich, BBDO
NY-L R&R Hj-F
No network
programing
Tony Martin
Assoc. Prods.,
Grey;
Webster-Chicago
J. W. Shaw
Hy-L 7:30-45
News Caravan
B. J. Beynolds
NY-L Esty
Sid Caesar
(3-9: 3 wks Id 4)
Amer. Chicle,
D-F-S
Remington Rand
Y&R
Speidel, SSCB
NY-L
Voice of Talent Scout*
Firestone CBS-Columbia,
Firestone Tire Ted Bates
NY-L Sweeney Lipton, Y&B
(simul) & James NY-L
I Love Lucy
Procter&Gamble.
BB&T
General Foods
Y&B
Hy-F
Title TBA*
Ciba Pharm.
J W Thompson
NY-L&F
December Bride
General Foods
NY-L B&B
TBA
No network
programing
Studio One
Westlnghouse
McCann-
NY-L Erickson
Producer's
Showcase
(Spectaculars)
LN COLOB
8-9:30
(1 week In 4)
Ford; BCA
NY-L K&E
Medic
9-9:30
(3 weeks In 4)
Dow Chemical
Hy-L MacManus
John & Adams
Robert Mont-
gomery Presents
9:30-10:30
S. C. Johnson,
NL&B
Schick, K&E
NY-L
Robert Mont-
gomery Presents
9:30-10:30
(cont'd)
No network
programing
Kukla. Fran
& Ollle
co-op
Ch-L
John Daly News
Tide Water Oil
NY-L Buchanan
Warner Brothers
Presents*
(7 30-830)
Liggett & Myers,
Cungham& Walsh
GE. Maxon. Y&R
Monsanto,
NL&B, Gardner
Hy-F
Warner Brothers
Presents*
7:30-830
(cont'd)
Wyatt Earp*
Parker Pen,
Tatham-Lalrd
General Mills
NY-F D-F-S
Make Boom for
Daddy
Amer. Tobacco,
SSCB
Dodge, Grant
NY-F
DuPont Theatre*
DuPont
BBDO
No network
programing
Doug Edwards
News*
Amer. Tobacco
NY-L SSCB
Name That
Tune*
Whitehall Dlv..
Amer. Home
Prods.
BB&T
Navy Log*
Sheafler Pen.
Russel Seeds
Maytag
McCann- Erickson
NY-F
You'll Never
Get Rich*
(Phil Silvers*)
R. J. Reynolds;
Estv
Amana Refrlg.
Maury.
Lee & Marshall
Show not
decided*
Pharmaceuticals
K letter
Carter, SSCB
Bed Skelton
Pet Milk,
Gardner;
S. C. Johnson
Hy-L NL&B
No network
programing
Dinah Shore
Chevrolet Dire
Campbell -
Hy-L Ewald
News Caravan
R. J. Beynolds
NY-L Esty
Milton Berle
(13 shows)
Martha Raye
(13 shows)
8-9
Sunbeam.
Porrin-Paus
RCA; Whirlpool
Hy-L K&E
Bob Hope
(6-8 shows)
Name's the
Same*
Ralston-Purlna
Guild, Bascom
& Bonflgll
NY-L
No network
programing
The $64,000
Question*
Revlon Prods.
NY-L Welntraub
See It Now
(Sponsorship
to be set)
NY-L&F
Dinah Shore
(2 shews)
Chevrolet
Campbell-
NY-L Ewald
Fireside Theatre
Procter & Gambia
NY-F ComptOD
Armstrong Circle
Theatre: alt. with
Pentiac Hour*
9:30-10:30
Armstrong Cork;
8B00
Pontlae
MacM. J&A
NY-L
Armstrong Circle
Theatre: alt. with
Pontile Hour*
930-1030
(cont'd)
Big Town*
Lever Bra*.
SSCB. McC-E.
OBM
A.C. Spark Plug
NY-F Brother
ABC
Kukla. Frai
Ollle
co-op
Ch-L
John Daly. I
Miles Lai
NY-L Y
Dlsneyiaa
T:30-8* .;
Amer MoU
Geyer
Amer. DB
Campbell
Mithun
Derby Fat
McCano-
Erlckson
SSCB
Dlsneyiar
7:30-83'
(cont'd)
Shew s>
decided'
Amer. Tali
SSCB
Oelce Pre
Cant
I
Masquers
Party
Knomark »
Emll Mot
Pnarmaceut
Kletter
NY-L
Penny te
Million'
ShaefTer P
Russel Sc
Brown & V>
Ted Bat
NY-L
Wednesday II
Fights* j
Pabst Brnj
Warwl I
l|
Menus! i
10 am te
McE. Kl|
Var-L
Henny & Rl
(following
till IIP
•Refers to new shows, al.«o shows which change time slots or network, including new
shows and changes starting lale this 6eaon. Where shows have multiple sponsors.
agencies are listed In same order as clients. Origination-: NY means New York. Hy
means Hollywood. Ch means Chicago. L means lire, F means 91m. AH times EST.
hut DO Balfl U \it. \l><- l\ in atlili-
i ion, liu^ (Our nighttime half boun -till
open to programing in network time
(lurinj; the week, two on \londa\ and
tWO on ThurMlay. There arc aNo two
half-hour periods on NBC 1\ and one
on CBS I \ not yet programmed in the
10:30-11:00 p.m. periods. While these
periods are station time, both net-
works have programed them in the
past ami intend to continue doing so.
Q. Are the networks expanding
their programing in station time?
A. On the balance, no. CBS TV has
moved it- Doug l.dwards news strip
into the 7:15-7:30 p.m. -lot. which is
station time, but on the other band it
has returned the 1 1 .00-1 l :l "> p.m.
period on Monday, Wednesdai and
I- 1 idaj i loi meil\ ix . upied bj the
Longjnes Chronoscope) back to the
stations. I he most sctivel) programed
periods in station time are the 10: 10
to 1 1 :00 p.m. slots. CBS I \ moved
into that period during the week about
tWO yean ago to he followed a \eai
later bj NBC TV, which has been
programing ever] weekdaj except
Mondaj . During the <\r. . I IBS I V will
program bom 10:00 a.m. straight
through to 5:00 pan. bul this doesn't
represent anj expansion in the < urrenl
schedule. NBC I \ which has been
having daytime programing trouble, is
DnMONT Wl r>.-..,ng Hasap
ul |>rr-,rn| < iiinpritea
iv«i> tpoaaon «l ihow - o»bIj
■ i. lli« nl.l.l of • "••n»pl>i( .( II.
I.. I.ulk -I I, ,,,k|„g
I" *'" •I"'"'"" ....
■k"« lo film .1. il,, 1. 1. ..alas w,m.
"■. law I I" i' ••'•!• •■■' II t ■(■!,
l*u Ra**t*1 iliuw. ..ul.l Irml I.. It*
|.l..r.| ..,, . .|,.,| |,., |, ,,|
■ urk ili.ra.lrr wuul'l lis r li , .
ProfMilona: • 04)
to ooncl'ji
•rtgtnallon: NY. lit*
\t Undid*. Me.:. • ,
Coop, origination: NY. lira
Htudlo IT. T\iee.lart. 1 50 » 00
(sponsor. Iloina : Af.nrj. Maxoa
OligtWliMI N'T. lire
ilonel F'Abi ,i
ilnsllon' rarlui. Mie
IESDAY
nct» >fk
<•«!■.■ ln»-
nU|.
Ludgl*
Eiiie
tershlp
I Mt)
NBC
No network
programing
Cok* Tim*
Coca-Col*
NT-L D'Arcy
News Car*T*n
Plymouth
NT-L Ayer
Screen Dlr»ct*r*'
Playhexisa*
E*>tman-K«l*k
NV-F JWT
Father Knm
SHI*
Scott Paper
NY-F JWT
Million*!!*
Colfst*
F Bty
Kraft Tr
Theatre
Kraft Foods
NY-L JWT
ThU It Tour
US*
Hazel Bishop.
Spectot
Procter A Gtmhle
Compton
Hy-L
TBA
THURSDAY
ABC CBS MU
Kukl*. Fran A
Olll*
co-op
Ch-L
John Daly. New*
Tide Water Oil
NT-L Buchanan
Lone Banger
General Mill*
(alt. sponsorship
to be let )
NT-F D-F-S
Blshoo She***
Admiral
Erwln,
NY-L Watey
Stop the Music*
Quality Jewlrt
Netehl
NY-L Qr*y
Star Tonight
Brlllo Mfg.
NY-L JWT
No network
programing
No network
procramln*
Doug Edward*
News*
Amer. Tooaee*
NY-L 8SCB
Sgt. Pr**t*t»
of th* Yukon-
Quaker Oat*
Wherry, Baker
NY-F A Tllden
B*b Cummlngi
Shew*
R. J. Reynold*
NY-F E»ty
Climax
(3 weeks In 4)
8hower of Start
IN COLOR
(1 week In 4)
8:30-9:30
Chrytler
McCann-
Hy-L Erlckion
Climax;
8hoscer of 8tars
8:30-9:30
(cont'd)
Four-Star
Playhouse
Singer Sewing;
Brlitol-Myers
NT-F TAB
Johnny Carton
Show*
(10-10:30 *r
10-11)
Revlofl.
Weintnub
General F**d*
YAR
No n- ■
programing
Dinah 8hor*
Cherrolet Dirt.
Campbell-
Hy-L Ew»ld
Now* C*r»rtn
B. J. Boynoldi
NT L
Esty
Tou Bel Tour
LIf*
DeSoto Motor
DIt.. Chry»l*r
NT-F BBDO
The Pe*pl*'s
Choir**
(Jackie Cooper)
Borden Co
NY-F YAR
Dragnet
Liggett A Myers
NT-F CAW
Ford Theatre
Ford Motor
NT-F JWT
Lux Video
Theatr*
10-11
Lerer Bra*.
Hy-L
JWT
FRIDAY
ABC CBS NBC
Kukl*. Fran
A Olll*
eo- op
Ch-L
John Daly. Newt
Ml let L*bs
NT-L W*de
Rln Tin Tin
National Biscuit
Hy-F KAE
Oxrle A Harriet
Hotpolnt. Mazon
Quaker Oatt
NT-F JWT
Treasury Mea la
AetlM*
Chevrolet
Cambell-
NY-F Ew.ld
Dollar a Second
Mogen Darld
Wine
Welti A
NT-L Cellar
The Vlt*
Sterling Drug
NT-F D-F-S
Down You Go-
Western Union
(alt. sponsor)
NY-L
Albert- Frank-
Gurnther-Law
work
programing
No network
programing
Doug Edwards
Newt*
Pharmaceutical!
NY-L Klotter
My Friend
Flleka*
(sponsorship
to b* tot)
M*m*
General Foods
NT-L BAR
Our Miss
Brooks'
General Foods
Hy-F YAR
Crusaders*
R. J. Reynolds
NY-F Esty
Schlltt Play-
h*UM*
Schlitr Brewing
NY-F LAN
Th* Lineup
Brown A Wmtn.
Ted Batet
Procter A Gamble
Hy F T*R
Person to Parnoo
Amoco. K*tx
Hamm Br. CM
Elgin. YAR
STL
No network
programing
Coke Tim*
Coca Col*
NT-L I> Arcy
News Cara-an
Plymouth
NT-L Ayer
Truth *r
Consequences*
P. Lorlllard
Hy-L LAN
Life of Riley
Gulf Oil
NT-L TAR
Big Story
Amer. Tobacco:
Slmonlx
NT-LAP
New pr*gram*
Campbell Soup
BBDO
Catalcale of
Sport*
10 pm to eoncJ
Gillette
NT-L Mason
Rod Barber's
Caraar*
(10:4-5 or at
null of «ght)
Stat* Fart* las.
NY-L NLAB
SATURDAY
ABC CBS MIC
No network
programing
TBA
Gen* Atttry
•igley Jr
NT F BAR
Boat th* Clock
Hylftnl*
NT L JWT
Stap* Skew*
Nestt*. Bryaa
Houston
PAG Caeaplen
NYL
Tk* Honey
Buiek
NV-F Kudaor
■tag •- ■■ •
H aasa
P. Lorlllard
NT-L LAN
• . « .ir* J»a*
(3 wkt ia 4)
030-1*
Procter A Grmkl*
Cooaptta
Fare) Star
Juki lee-
10 shews, west
IN COLOR
(I wk I* 4,
f JO II
Ford JWT
:•• gasjgga* t
New pragraw*
•win
JWT
Perry Cease*
St
Ow-
J W Shaw
lat'l Cellwcattaa.
FCAB
Gold Val Was
Near.** Caea.
NYL MCB
Penal* Are
Faery*
MJO: 3 wkt I* 4
Torn.
Paper. Met*
Hy-F FCAB
Tnoee
1J0-10: 3 >kt
In i
ITy up Faikesr
BpartMuIan
»10 3*
(1 wk
. ■ .
NT L Broth**
Gunswekc* I - -c Qgl -I
10-1030 (3 week* la 4)
(3 weeks la 4) Amour: FCAB:
Liggett A My*rt Prt V]Xk
CAW By L Gardaar
5*o network
ptBBfgtgi -^
r>*^>o R.-rr.
Tbaatr*
(3 week* In 4)
Ar^euse*-Bj(-r.
NT-F D'Arcy
Tour Hit Pared*
Ajsvrr Tobacco.
BBDO
W»ixe:-Hudnut
BBDO:
NT L
Network fr
too busy with its current show slots to
do anything about the 1:00-3:00 p.m.
period, which will remain in station
time. This past season's programing
expansion took place primarily on
CBS TV in the morning (The Morning
:ALL DAYTIME TV LINEUP
10 a.m. lo 2 p.m.
•or 2 p.m. lo 6 p.m. programs turn page
HEAVY TYPE INDICATES NEW SHOW IN SLOT. SEE |
FOOTNOTE. BLANK MEANS SHOW IS NOT YET
11:4
12
12:15
12:30
12:45
1:15
1:30
1:45
SUNDAY
ABC CBS
NBC
Wild Bill
Hickok
Kellogg Co.
NY-F Burnett
No network
programing
for Today
Faith for Todv.
NY-L Bockhlll
Wlnky Dink and
You
Ideal Toy Corp.
NY-L Grey
Contest Carnival
Quaker Oats Co. :
WherTS', Baker
& Tilden
Atlantic City. NJ
Capt. Harts &
His Pets
Ham Mtn Prods
Harlman
Ch-L
No network
programing
Youth Wants
to Know
Gen Dynamics
Morey, Humm
& Johnstone
Wash- 1.
Show) and on NBC TV at night I To-
night) and these shows will continue.
Saturday and Sunday daytime have a
lot of wide open programing spaces
but aside from football on Saturday
afternoons on NBC TV and CBS TV,
there are no new programing plans.
Q. What's the film-vs.-live pic-
ture on the networks?
A. While all shows are not set yet.
there appears a small decline in the
number of live sponsored shows at
night. A comparison of the coming fall
schedule (119 shows) with last
October's schedule 1 133 shows) dis-
closes the following:
MONDAY
ABC CBS
Garry Moore
Bristol-Myers
DCSS 10-10:15
No network
programing
m-f
Prudential Ins.
Calkins &
Holden
SUleyMfg: R&R
NY-L Alt m
Arthur Godfrey
Bauer & Black
Leo Burnett
m 10:30-15
Bristl Myre.Y&B
m.w 10:45-11
Var-L
Godfrey (cont'd)
Lever: pepsodent
m.w 11:11:15
FC&B
No network
programing
m-f
Pillsbury Mills
m-th 11:15-30
Burnett
Strike It Bich
Colgate-
Palmolive
NY Y
Esty
Valiant Lady
General Mills
NY-L D-F-S
Search for Tooi'w
Procter & Gamble
NY-L B-B-T
Guiding Light
Procter & Gamble
NY-L Compton
Jack Paar Show
No network
programing
Welcome
Travelers
Procter & Gamble
Ch-L D-F-S
\m
So far, there are 62 live sponsored
shows scheduled for the fall: last
October the number was 74. There
are 49 film shows set for the fall,
while last year the figure was 53.
There are eight live-plus-film shows
planned for next season, while last
year there were six. It is probable
that, by the time the fall schedule is
firm, there will be a slight increase in
the number of film shows over last
year.
All in all it appears that live and
film shows may have found a balance
for the moment. The previous trend to
film has been offset by spectaculars and
the one-hour dramatic shows.
TUESDAY
ABC CBS NBC
Ding Dong
School
10-10:45
P&G: B-B-T
alt m 10:15-30
Ch-L
People at Home
(Arlene Francis)
participations
NY-L4F
Home
m-f 11-12
(participations;
eight 1-min com-
mercials an hour
available)
NY L&F
Garry Moore
Miles Labs
Wade Adv
lu 10-10:15
No network
programing
m-f
Kellogg: Burnett
tu 10:15-30
NY-L
Arthur Godfrey
General Motors
FC&B
Ding Dong Scnl
10-10:45
Manhattan Soap
Scheideler. Beck
& Werner
t.th 10-10:15
Colgate:
P&G:
Ch L
Bates
B-B-T
-, ,, _ People at Home
Kel»«B. Burnett (A;T Francit)
tu.th 10:4d 11 Part)e ,ponwl'
'»r-L NY-L&F
dfrey (cont'd)
Ton! Co
Weiss A Geller
No network
programing
m-f
Pillsbury Mills
rath 11:15-30
Leo Burnett
Var-L
Strike It Rich
Colgate
Home
m-f 11-12
panic sponsors
ST-UF
NY L
Esty
Tennessee Ernie
Ford Show
Procter & Gamble
12-12:13 seg
Hy-L B&B
Feather Your
Nest
<o,uiz, Bud
Collyer)
Colgate-
Palmolive
all d 12:30-45
NY -L Esty
No network
programing
m-f
No network
programing
m-f
No network
programing
m-f
Love of Life
Araer Homo Pr
NY-L B-B-T
Search for Tom'w
Procter & Gamble
NY-L B B-T
Guiding Lieut
Procter ft Gamble
NY L Compton
Jack Paar Shtr
(Sponsors net
set)
NY-L
Welcome
Travelers
Procter & Gamble
Ch-L D-F-S
Tennessee Ernie
Ford Show
Procter & Gamble
12-12:13 seg
Hy-L BAB
Feather Yoor
Nest
Colgate-
Palmolive
altd 12:30-45
NY-L Esty
No network
programing
•Shows In bold type designate new programs, also those with changes in time slots
or nelwmk. Before 10 am.. NBC TV offers "Today'' and CBS TV "The Morning
S'iow." koih-7-9 a.m. Abbreviations: NY roei
means Chicago. L means live. F means film
- N«.« York, Hy means Hollywood. Cli
All times are Easjein Standard Time.
w
ABC
u
No network
programing
m-f
No network
programing
m-f
No network
programing
m-f
No network
programing
m-f
Q. Arc network shows getting
longer?
A. Ii would !"• mora accurate to sa)
that there are more long shows. There
will be more periodic lnnir-aiiil-.i-li.ili
show- next season whal with NBC I \ 'a
// id* It ide U orld plus it- eight
Maurice Evans productions and CBS
rV's li> Jubilee shows plus its [out
planned midweek extravaganzas. How-
ever, bo i. ii as every-week programing
goes, the Dumber of hour shows next
season will be do greatei than during
the past season. I he onl\ major alter-
ation in program lengths is on CBS I V
where half-hour show- replace 15-
minute -how- in the 7:30-8:00 p.m.
Weekday periods, \ minor alteration
i- \l>< I \ - pi. nine. I program of
feature Elms lor an hour and-a-hali
ever] Sunday.
I bis w ill be the first regular pro-
gram "t feature films on network t\.
I he ratings of this show will be
wan bed careful]) bj program men
.1- well as the ratings on the two \le\-
andei Kords mo\ ies "< onstanl
Husband" and "Richard III" whk h
will premiere on M'.< l\ next season
before release t" U.S. mot ie bouses.
I be latter ino\ ie i- almost three hours
long and while the popularity of
Shakespeare maj be debatable, it i-
lairK certain that those who want to
watch the film h ill not be available to
the competitive aetworks foi s full
N . in hi I. 1 1
e\ ening. I he point i- not that \ i<
m ill not be able to te u thi
iwaj from 5ii I aureix e Oliviei , w|,,,
pl.iv - Hi. h.ml i . I he point ii
the long -how keeps the viewei glued
to one i hannel t"i ■> subsi i iod
of time. "-H that if movies
on the aetworks, sdverti
l.nnK look for longci network bI
oi more long shon s, n hi< hi
yOU want to put it.
CI— T— CM
Q. In how many markets will
network clearances be easier this
fall compared with last?
A. Network i leai bih •■- an expo
LNESDAY
TBS NBC
kfoor*
taanli
1am Laird
10 H> IS am
d r -
10 11 30
L
tl Msr..YAR
10 I'. II
cont'd I
peps.xlem
1! 11:15
*B
Ding Dong
School
10 10 I.
Wfcadu I
otalthie
Tatham I-alnt
eti-L
Peoaie at Home
(Arlene Francis)
Partic tpenteri
NY-LAF
In 11
Burnett
rlke It Hi -
L
H >m.-
m-f 11 11
partlr
NY U*F
of Life
Home Pr
L B-B-T
Tennessee Ernie
fmt Show
Procter A Gamble
II II 18 Ml
M.I. BAB
Feather Your
Natt
Colgate -
Palmollre
alt I 12:30 15
NY 1. Etty
P«a»r Shim
No network
programing
m-f
Welcome
TYarelers
r A Gamble
r> F 9
THURSDAY
ABC CBS M.<
No network
programing
m-f
No network
programing
m-f
No network
programing
m f
No network
programing
m-f
Carry Moon
s.t^t Paper
J W. Thompson
th 1" 10 IS
Chun King: JWT
Tonl: Burnett
alt th l
NY 1.
Arthur Qodfra
Don Chomleal
McManus. John
A A. lams th
nine Hong School
10 10 r.
Manhattan BMP
si;\« 10 IS M
Kellogg Co
tu.th 10 I' 11
Burnett
Godfrey i cont'd)
GM ■•utidalre
FOAB
Oerber Prodi
It II .10
Ch-L.
Peeple at Home
(Arlene Francis)
Pafile sponsors
NYLAF
PllUbury Mills
m-ih 111". SO
Leo Burnett
Ver L
Strike It Rich
Clglt-
N\ i. Esty
Valiant Lady
m tu. th
NY I.
f Life
Amer Home Pr
ny i. b b r
Search for Tom'w
Procter & Gamble
NY [. it B T
Home
m-f 1112
Partic sponsors
NY L4F
Tennessee Emie
Ford Show
Procter A Gamble
U-1S:1S «eg
Bj I. BAB
Feather \"<*ir
Colgate- Palmolire
alt d l -
R. 4. Reynolds:
ang Light wtnston elds
• r A Gamble IS mln. 3 th In 1
NT-Ij CVmpton NY 1 »>»»
Jack Paar Shew
Sponsors net «t
NY-L
Welcome
Traeelers
Procter A Gamble
Ch-L D-F-S
Pi ■*:«ork
programing
m-f
ABC
No network
programing
m f
No network
programing
m-f
No network
programing
■ •(
'work
imtnf
m-f
FRIDAY
CBS NBC
Garry
Swlf
I W Thompson
f 10 lo r,
Paper
1 W Tl
r lo
SOS:
Tonl Burnett
alt l II
CiWUtV'
Burnett
f 10 IS 11
NY I.
Garry '■
(cont'd)
Yardley of I^idn
Asrr 11-11:11
-
10 I ■
Ooigala BabM
all ( 1" 1" II
General Mills
Tat ham Lstlrd
f 10
eii I.
Pcetsle at Heme
(Arlene Francis)
Partic UMisrt
NYLAF
Borden Foods
:\f> 30
NY L
Strike It Rich
.•ate
N\ I.
BaasM
m I 11-11
Partic sponsors
Nt ur
Vallar,'
General Mill.
D-F S K R
NY I.
Lose of Life
Am'T H-»me Pr
B B T
Search (
Prater A Gamble
NY I, BUT
Guiding
NY I. (
Jack Paar Shew
Spesraere net set
NYL
Welcome
Tmrelert
Procter A Gamble
Ch-L P F -
Tmnenee Ernie
Ford 8how
Procter A Gamble
IS »eg
Ilr I. BAB
Featiw
kilceie Palraoiiea
alt d I
Nt I.
'•work
procramlng
m f
SATURDAY
\BC CB§ NBC
procr.mlni
. I^e
s*. -
«
•work
programing
Caetaie
Mletaiaht
WaeaVer C.
Tsthsss Lalre
NY-F
T»i». ef rke
Tsaaa Raetwi
Cseeral Mills
Tathssi Laird
NV.F
'
TkuatSar
Gee FesXs
BT-I a A i
Mr
Hi
No network
Th* Big Top Oe-lt-Y
•sir? IJ-I
m-tfc
Ayee H Y I
■work-
programing
l^r» BSBBM)
Oenexal Mills
NT F D-F-S
Uncle Johnny
Ohm
Leret
NY L
No r-
prearraain*
IV-r
Preriew i IS mil
Sponsor not se
Network tc
to be easier in 25 of the top 100 mar-
kets. This was brought out in a station
study of the top 100 by the NBC Re-
search & Planning staff. The NBC
group compared September 1954 with
the picture for this coming September.
Actually 29 markets gained either new
FALL DAYTIME TV LINEUP
2 p.m. to 6 p.m.
For 10 a.m. to 2 p.m. see previous page
HEAVY TYPE INDICATES NEW SHOW IN SLOT.
POOTNOTE. BLANK MEANS SHOW IS NOT YET
2:15
2:30
2:45
3:15
3:30
3:45
4:15
4:30
4:45
5:15
:30
5:45
6
SUNDAY
ABC CBS NBC
Ainer Inventory
Wash L
No network
programing
No network
programing
No network
programing
Amer Forum
Wash-L
NBC TV Opera
(2:30-4)
Six pert In
'55- '56 season
NY-L
No network
programing
Let's Take
A Trip
Var-L
BUB
Now & Then
NY-L
Zoo Parade
Quaker Oats
NL4.B alt- sun
vhf or uhf stations, but four of these
also lost a station, leaving them the
same number of stations as last year.
Q. What are the markets among
the top 100 which have more sta-
tions than last year?
A. These are the markets which
gain one vhf. These are listed in
order of 1955 population along with
the station total for September 1955.
Minneapolis (four vhf as of Sep-
tember) ; Houston (two vhf) ; Port-
land, Ore. I two vhf, one uhf) ; Provi-
dence (two vhf, one uhf) ; Fort Worth
(two vhf) ; Phoenix (four vhf) ; San
Amer Chicle
Ch-L D-F-S
alt wk sponsors
Maurice Evans
Presents Hall-
mark Hall of
Fame
(4-5 30 once
a month)
Some IN COLOR
Hall Bros.
NY-L FC&B
No network
programing
Face the Nation
NY-L.
BUS .
Super Circus
5-6
Kellogg Co
Leo Burnett
% hr alt wk
Chunky Chocolate
Hilton & Rlgglo
>.-, hr alt wk
Dixie Cup Co
Hicks & Grelst
hi hr alt wk
NY-L
Omnibus
5-6:30
Aluminium Co
JWT
Scott Paper
JWT
(Two adtl'l spon-
sors not set)
NY-L&F
Wide Wide World
(4-5:30 twice
a month)
sponsors not set
Var-L
Maurice Evans
Presents
(see above)
Wide Wide World
(see above)
Capt. Gallant of
Foreign Legion
Heinz Foods
Maxon
NY.Hy-F
MONDAY
ABC CBS
NBC
No network
programing
m-f
Robert Q. Lewis
NY-L
Art Linkletter
Lever Bros.
BBDO
No network
programing
m-f
Pillsbury Mills:
Burnett
Hy-L
Big Payoff Ted Mack's
Colgate-Palmolive Matinee
NY-L Esty NY-L m-f
No network
programing
m-f
Bob Crosby '* Pa** *• B«
General Mills Married
Knox-Reeves Procter & Gamble
3:45-4 seg 3:45-4 seg
Hv-L NY-L B&B
No network
programing
m-f
Brighter Day
P&G
NY-L Y&R
The Secret Storm
Am Home Prods
NY-L B-B-T
On Your Account
(Win EUlott)
Procter & Gamble
NY-L B&B
Way «4 the World
Borden Co
NY-L Y&R
First Love
Jergens Co
Phila-L Orr
World of
Mr Sweeney
Procter & Gamble
NY-L B&B
Modern Romances
"olcate-Palmollve
NY-L Houston
Mickey Mouse
Club 5-6
Armour
HH & McD
Bristol-Myers
DCSS
Campbell Soup
Leo Burnett
Carnation Co
Erwin, Wasey
M ars: Burnett
Welch Grape Jc
K&E
General Mills
Knox-Reeves
Hy-F
Pinky Lee
Show
Partic sponsors
Hy-L
No network
programing
m-f
Howdv Doody
IN COLOR
Standard Brand;
NY-L Bates
Jose (one vhf) ; Salt Lake City (three
vhf) ; Wichita (one vhf, one uhf) ;
Mobile (two vhf) ; Huntington (two
vhf) ; El Paso (three vhf) ; Spokane
(three vhf) ; Shreveport (two vhf) ;
Beaumont (one vhf, one uhf) ; Little
Rock (two vhf).
The following markets gain two vhf
stations:
Tampa (two vhf, one uhf as of Sep-
tember I ; Sacramento (two vhf, one
uhf).
The following markets gain one uhf
station :
Boston (two vhf, two uhf as of Sep-
tember) ; Miami (one vhf, one uhf) ;
San Antonio (two vhf, one uhf) ;
Jacksonville (one vhf, two uhf) ;
TUESDAY
ABC CBS NBC
Robert Q. Lewis
Miles Labs
Wade 2-2:15
No network
programing
m-f
Helene Curtis
t 2:15-30
Earle Ludgin
NY-L
Art Linkletter
Kellogg Co
Leo Burnett
No network
programing
m-f
No network
programing
m-f
Pillsbury Mills
Leo Burnett
Hy-L
Big Payoff
Sponsor not
set tu. th
NY-L
Bob Crosby
Tonl Co
Weiss & Geller
Hy-L
Ted Mack's
Matinee
NY-L m-f
It Pays to Be
Married
Procter i. Gamble
3:45-4 sea
NY-L B&B
„ . . ., Way of the World
Brighter Day ^^^ t, ^
"&■*** «*t tu th>
NY L Y&R Mt *"' ml
No network
programing
m-f
The Secret Storm
Amer Home Prs
NY-L B-B-T
On Your Account
(Win Elliott)
Procter & Gamble
NY-L B&B
First Love
Jergens Co
Phila-L Orr
World of
Mr Sueency
Procter & Gamble
NY-L B&B
Mickey Mouse
Club
5-6
(see men)
Hy-F
No network
programing
m-f
Modern Romances
Colgate-Palmolive
sp alt days
Brvan Houston
NY-L
Pinky Lee
Show
Partic sponsor:
General Foods
Y&R
Hy-L
Howdy Doody
IN COLOR
Kellogg Co
Leo Burnett
Dolgale- Palmolive
Ted Bates
NY-L
Shows in bold tyve designate new programs, also those with changes in time slots or
network. From 6-7 p.m. (not charted), the networks have no programing except on
Sunday. On CBS TV "Omnibus'' runs till 6:30 p.m.: "You Are There." sponsored
by Electric Cos. and Prudential Ins. is slotted from 6:30-i p.m. NBC T\ has Meet
No netwo
programln
m-f
No netwo
programi-
ng
No netwi
programi
m-f
Mickey N
Club
5-6
(see »e
Hy-F
y.lu,.rk It
Harrisburg (three uhf); South Bend
Q. In how many of the top 100
ill < ompared w ith last, the
i tWO uhf l .
markets will full competition be-
aho\r do not ne. e--.ir il "full"
The following market! gain one vhf.
tween the three major networki
i ompetition aii> e some of tJ
hut lo-e one uhf M well:
be possible this fall?
intermixed1. In so 1 uhf
Milwaukee (two vhf, one uhf as of
A. Onlj 34 of the top 100 marfceti
affiliates may -u Jf »r fro
September); Tulei (two vhf); Dei
will have three ..r more operating
• overage or |a< k oi uhf set i onversion
Moines 1 two vhf | ; Stockton 1 one vhf | .
stations, eil
M ilh 2") mar
ller \li( 01 11
hf. com]
mbei , accord
\ truei picture of "full" competition
i in be gotten b) totaling up the
^el-. last Septi
Lng to Mi* i .il< ul.itn.ii- 1 In- •
numhei oi top 100 markets with tin
Q. Are any of the top 100 mar-
i- BUbjei t to .i 1 .il. iin amoiml of inter-
oi more \hf and threi i uhf
kets any worse off than last year
pretation, according to one'i vie*, oi
-t.il ion--.
in the number of stations?
how well a certain station tervei ■
' )n tin- oasis, there will be full
A. Yes, three of them, all of which
particular market. Thai i-. NBC ma)
« ompetition in 23 of the top l|K|
lose one uhf station, gain none. The)
feel that station " \ serves such-and-
markets this fall, of vsln< h .
are:
BUCh a market, while ( l\> ma\ feel it
three or more \ hf stal
Ubany, N.Y. lone vhf, one uhfi;
doesn't
have three or more uhf Stations. 1 USt
Oklahoma Citj (two vhf, one uhf ) ;
While it is apparent that there wil
Septembei the < omparahle
Charleston, W. Ya. lone vhf i .
be more internetwork competition thi-
irere: full competition in \'> mark.
ESDAY
THURSDAY
FRIDAY
SATURDAY
CBS NBC
ABC CBS
NBC
ABC CBS
NBC
ABC CBS NBC
rt a Lewis
Robert Q. Lewis
Robert Q. Laarti
Prodi R«r
2-2:15 sua
Hrnwn A Wm«n
1 w 2-1:15
• Il »k
Bates
en ,\|llli
S C Johnson
15-30
* 1 15 30
Mills
1 ■ .
< BBDO
No network
No network
NT-L NLAB
No network
No network
M I. HIIIX"
:»ork
College Football
1 pa u caatcj
1 or It* to eaakd
BafaiitT KAC.
programing
programing
programing
programing
programing
No r-
fire reglonaJ
Link letter
»er Bra.
J 3:30 45
0
m-f
m f
Art Llnklt-lter
Kellogg Co
Leo Burnett
tu. th 2:30-45
m-f
m-f
Art Llnklrtler
- Bros.
BBUO m.w.f
m r
programing
tire..
(sponsors not aet>
Vtt li
Am Lvdglr..
Oeaeral Cigar
YAK
bury Mills
tta 1:45-3
Plllsbury Mills
m th 2:45-3
I'ln'-lPlile
2:45 3
Burnett
Leo Burnett
Hy L
It Payoff
Tr.l Mick's
Big Payoff
Ted Macks
Big Payoff
Mack's
Colgate
Matinee
sus tu. th
Matlnco
Colgate
Matinee
I. Eity
XV L m-f
HY-L
NY L m-f
NY I. ElW
NY 1. m r
No network
programing
m-r
No network
programing
No network
.-. Football
1 FootbaU
ragttfjg
fee* aboea)
(aw aboee)
* Crnbr
Bob Crosby
Itaonli Co
It Pays to Be
C A S.ranson
It Pays to Be
-,,- V
It Pays ta Be
B 3:30-45
Married
Tatham-Lalrd
Married
Gerber 1
Married
rr*l Mills
Procter A Gamble
th 3 :30- IS
Procter A Gamble
alt 1 3 30 4.r>
Procter a> Gamble
w.f 3:45-4
3:45-4 set
Scott Paper
3:45-4 sat
General Mills
3:45 4 set
. Beeees
NY-L BAB
J W Thompson
Hy L
NY-L BAB
Kurt Rnrri
H] L
NY L BAB
Uhler Pit
Way at the World
Brighter Day
Way of the World
Brighter Day
Way at the World
PAG
Borden Co
PAG
(sponsor to be
PAG
Borden
L TAB
NY-L YAR
NT-L TAR
set tu. th)
NY 1 TAR
NY-L YAR
1 PoatbaJI
I Secret Sturni
First Lore
The Secret Storm
First Love
Ttie Secret Storm
First Ixwe
lee* abo»»l
Home Proda
Jergens Co
Amer Home Prs
Jergens Co
Am '
Jercrns Co
L B B-T
Phlli-L Ott
No network
programing
NT -L B-B-T
Phlla-L Orr
No network
programing
NY 1. 11 11 T
Phlla L Orr
No network
m-r
programing
Work) of
m-f
1 of
Mr. Btjfjtgatf
Mr Sweeney
- reney
Tour Account
lr Elliott)
In A Gamble
Procter A Gamble
NY I BAB
On Tour Account
(Win Elliott)
Procter A Gamble
PpHtcr J* Gamble
■ r A C.imMr
NY I. BAB
On lour Account
■Win Elliott)
cr A Gamble
HAH
-
US aalo post-
I. BAB
Modern Romances
Cfclcate -PalmollTo
sp alt days
Bryan Houston
NT L BAB
M»lern Romances
Colgate- Palmollre
sp alt days
Bryan Houston
NY I. BAB
n hVvnaneea
.motile
>p alt days
Bryan Houston
Dow CkssalcaJ
Mm A Adasaa
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Pinky Lee
Pinky Lee
Pink
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.rker Bill's
Panic sponsors
Partlc: Intl Shoe
Barker Bills
Par -i
5-5:15
General Foods
TAB
Johnsn A Johnsn
B ll.vMcD
Cart.*™
YAR tu.w.f
•oeril Mills
Hy L
Gen Mills
Hy L
F F-sty
Hy L 74Ut
Mickey Mouse
Mickey Mouse
Eaty
Club
5$
(set man)
Hy-F
No network
programing
Club
5-6
(see nest)
Hy-F
The New
tt sri - |
wort
profTimlrr
fo network
Howdy Doody
Howdy Doody
IN COLOR
''r»ly
IN eoljOR
■ n's
pt •"».- .-.-
i retraining
IN COU)R
Continental Bkg
Kellogg Co
Leo Burnett
Revue
IN COLOR
HAMc
■-f
NT L Bates
Standard Brands
NT-L Bates
NY L
alt f '
i Grp Juice
alt f
M I.
the Press" (Pen-American and Johns-ManTtlle) from 6
6:30 p.m.. and "Boy Risers'' wood. Ch. Chiraco 1
. ok in. lire. F means film All limes UfUsI are Ruirn
iGeneral Foods)
from 6:30 7 p m.
Abbreviations Wt
means New York.
Hy Holly- SCI
ndard Time
ISettcork /r
QUALITY
IS OUR BUSINESS
For COMPLETE
FILM PROCESSING
of which 17 had three or more vhf and
two had three 01 more uhf.
In other words, there has been a net
gain for full network competition of
only four markets.
Q. What kind of clearances has
the "third" network been getting?
A. As of the end of May. ABC TV
has been clearing 24rr more stations
than it did a year ago — 67 stations for
the average nighttime show in May
1954 and 83 stations in May 1955. In
terms of increased coverage of tv
homes, the greater clearances work out
this way: 21'^ of ABC's programs
covered more than 90% of U.S. tv
homes in May 1955, compared with
5% covering that many homes last
year. In terms of 70% coverage, 79%
of ABC's nighttime programs achieved
that coverage in May this year com-
pared with 68% of the programs a
year before.
As for affiliations, ABC TV has 43
more affiliates than a year ago, has 218
at latest count. There are now 201
markets in which ABC has an affiliate.
Q. What are the important mar-
kets without full competition be-
tween the three major networks?
A. Among the top 25 markets in
terms of population, the following do
not have at least three vhf or three uhf
stations: Boston, Pittsburgh, St. Louis,
Buffalo, Houston, Milwaukee, New
Orleans, Seattle, Portland, Ore.:
Dallas, San Diego and Miami.
O. Are network interconnections
keping pace with the increased
number of stations?
A. Yes. As of 26 June there were
364 stations in 238 cities intercon-
nected via coaxial cable or micro-wave
relay. This figure, which includes
private links, compares with 298
stations in 190 cities last June and
137 stations in 91 cities during June
of 1953. Of the 26 June 1955 inter-
connected stations and cities, there
are 162 stations in 119 cities linked
to carry network color shows.
Advertisers
MOVIELAB FILM LABORATORIES, INC. S •JSZSTi ,eading nc'wo,k
619 West 54th Street, New York 19, N. Y. JUdson 6-0360 A- The toP 10 spenders m 19o4.
96
SPONSOR
acording to 1*1 14. were, in order of
■pending: P&G, Colgate, H. J.
Reynolds, Gillette, Genera] Motors,
Genera] Foods, Unerican Tobacco,
Chrvsler, (General Mills. Lever Bros.
Q. Has there been much turn-
over in leading network spenders?
A. <)f the top 10 network tv spenders
in 1050, 1MB figures -Imu. . .nl \ four -
H. J. Reynolds, General Foods, Gen-
eral Motors and American Tobacco —
were among the 1954 top 10. Ford,
the leading network client in 1950,
WOB not even among the top 10 last
\ear.
PIB figures show there is more
turnover among the leading spenders
in network tv than in network radio.
For example, of the top 10 network
radio clients in 1048 only three were
QOt among the 1954 top 10.
Q. What industries spend most
money in network tv?
A. By and large the same ones who
spend the most money in all PIB
categories, though the rank of spend-
ing is not quite the same. Industry
leaders were, in the order of network
tv spending last year, as follows: food,
toiletries, tobacco, soap, auto, house-
hold equipment and supplies, drui:-.
On the average each one just about
doubled its network tv investment
since 1952. The group registering the
greatest percentage advance in net-
work tv spending since 1952 was the
drug industry. However, it still does
not rank as high relatively as it does
in network radio, in which medium it
was the third largest spender last
vear.
Q. What industry is most active
in daytime network tv?
A. \s might be expected, food. In
the -pring of this year the number of
advertisers by product groups was as
follows: food, 18; household products,
12. drug, nine; appliances, four; soap,
four: tobacco, three.
Q. Do most daytime sponsors ad-
vertise only during the day on net-
work tv?
A. No. Eleven of the food accounts
also advertise at night. So do eight of
the household product sponsors, seven
er winner;
/
from the portfolio of.
TPA
Sales Builders
This is the only show of its kind in all television. And
its unique program content is matched by the audience and
sales marks it keeps chalking up every day.
Scheduled in the "children's hour," it comes up as one of
the top-rated juvenile shows on the screen; in other
periods, it does just as well! In market after market,
Ra mar's pay-off audiences provide sales material for the
station carrying this TPA feature.
With Jon Hall available for commercials, Ramar sells aa
divers a list of products as we've even seen: from candy
bars (juvenile appeal) to gas and oil (juvenile appeal0 I.
While this TPA property is smashing all distribution
records (it was recently bought for over 35 markets in
the South-East— one of the largest deals ever made in that
area), good availabilities still remain. If you'd like to tie
up with an amazing sales builder, get in touch with TPA
—fast.
Television Programs of America, Inc.
York : h 7 Mddu I I MM
Chicago: 203 X. Wabash Avenue
Hollywood: W46 Sunset Boulevard
!\etwork tr
of the drug sponsors, three of the
appliance sponsors, three of the soap
sponsors and two of the tobacco
sponsors.
Foe tv
Q. What is the status of fee tv?
A. Recent moves point to a delay in
FCC action on the question. While
11 July was the deadline for rebuttal
arguments and comments to the FCC,
most of the important interests in-
volved in the fee tv issue had asked
for a delay in the deadline until 11
September. This delay was granted by
the commission on 30 June, and pub-
lic hearings are expected to be held
at that time.
Q. Have there been any recent
developments that may affect FCC
decision-making on the fee tv
issue?
A. Spurred into action by the sud-
den popular interest in the question
and the vote-getting possibilities in-
herent in this interest, members of
Congress have started legislative moves
which would circumscribe FCC action
or take the issue out of the FCC's
hands entirely.
Representative Emanuel Celler of
Brooklyn, chairman of the powerful
House Judiciary Committee, has in-
troduced a bill which would bar tv
stations from charging for programs.
This move, however, was offset by a
proposed measure which would forbid
the FCC to make a decision on fee tv
against the "expressed will and desire
of the people."
There is still strong sentiment in
Congress against hobbling the FCC.
Chairmen of both Senate and House
Interstate Commerce Committees have
expressed the opinion that the FCC
should carry the ball — at least for now.
Q. What action has the advertis-
ing profession taken on the fee
tv question?
A. Broadcasters aside, advertisers
and agencies, with rare exceptions,
have steered clear of this hot issue so
far as public pronouncements go. One
reason is that admen feel any ex-
pressed opposition to fee tv might be
regarded by the public as self-serving.
In other words, the public might feel
that all the advertisers are interested in
are their commercials rather than the
question of whether or not fee tv is
good for the country. Another reason
for the ad fraternity's silence is the
common attitude that fee tv would
never catch on, anyhow. This attitude
was brought out in a sponsor survey
on the subject (see "Would fee tv
hurt the sponsor?" 16 May 1955).
Q. What do admen think would
happen if fee tv were approved?
A. sponsor's survey of opinion on
this subject brought out a widespread
attitude that the public will not pay
for tv programing as long as they can
see it for nothing. Implicit in this was
the feeling that commercial tv pro-
graming will hold its own against any-
thing the toll tv forces have to offer.
This view is not shared by those clos-
est to the battle lines — the broadcast-
ers themselves — most of whom feel fee
tv could damage free tv seriously by
outbidding it for programing. CBS,
for example, has stated that if fee tv
were approved it would have no re-
course but to go into the business itself
even though the network made clear
ALL
THIS
AND MICKEY
MOUSE TOO
Good shows make good
adjacencies. KTRK-TV has
changed the Houston
television picture by giv-
ing top entertainment for
all the family. Call us or
Blair TV.
CHILDREN
Bedelia Land
Kitirick Comics
Little Rascals
Mickey Mouse
Playschool
Romper Room
The Phantom Sheriff
SPORTS
Championship Bowling
Gillette Fights
Houston Buff Baseball
Pabst Fights
Pro Football
Texas Outdoors
Wrestling
FAMILY
Disneyland
Make Room for Daddy
Masquerade Party
Ozzie and Harriett
Patti Paige
Rin Tin Tin
Warner Bros. Presents
■TV
HOUSTON CONSOLIDATED TELEVISION CO. NATIONAL REPRESENTATIVES:
General Mgr., Willard E. Walbridge BLAIR-TV, 150 E. 43rd St.,
Commercial Mgr., Bill Bennett New York 17, N. Y.
THE CHRONICLE STATION, CHANNEL 13, P. 0. BOX 12, HOUSTON 1, TEXAS
ABC BASIC
98
SPONSOR
\rltcork /i
it w.i^ whole-hearted!) opposed to BU< li
;i|)|>n>\ ,il.
I be following arguments have been
cited lor the belief thai toll tv would
drive commercial t\ oil the air:
The most popular t\ shows on com-
mercial tv would naturally {iravitate
to fee t\ because it would be more
profitable for producer- and per-
formers to do 10. It is >ui economic
Lmprobabilitiy that a program pro-
ducer or owner would -ta\ on free tv
if lie can make more mone\ on fee t\.
The fee t\ operators would natural!}
seek the most popular shows so they
can make as much money as possihle
as well as recoup the cost of setting up
and servicing the various devices to
unscramble tv images. Fee tv forces
would be able to outbid commercial
tv for special attractions such as movie
premieres, Broadway shows, special
sports events and the like.
It is also pointed out that if com-
mercial tv were able to hold on against
the fee tv onslaught, it would be a
poor copy of the original. With audi-
ences cut, the networks and stations
would not he able to put on shows of
high production quality. Commercial
tv. in other words, cannot exist at half
steam.
Q. Would there be any commer-
cials on fee tv?
A. \\ hile the subscription tv forces
cite the absence of commercials as one
of their arguments, it is by no means
certain that fee tv, if approved, would
wind up as a non-commercial enter-
tainment medium. Certainly adver-
tisers would have no reason to stay-
out of fee tv unless they were kept out.
There has been some talk of using
ad investments as a means of cuttin"
the price of certain shows which would
be too expensive for mass audiences.
There has also been talk of tving in
product sales to fee tv by enclosing a
coin or slug in a package which would
enable the buyer to tune in on a fee tv
show for nothing.
One adman told SPONSOR: '"You still
can't lose the sponsor. If fee tv does
go over with a bang, you can rest
assured that it will be one of the
biggest operations in the world be-
cause every ad agency man will be in
it— with a box top deal."
11 JULY 1955
by ONE Television Station!
AMERICA'S 5th
RICHEST MARKET
INDIANA'S 2nd
CITY CORPORATE
AREA
Let's take a close look at the South Bend market. The Metropol-
itan Area of South Bend (population 232,000 is the Nation's
5th richest in family income. The South Bend-Mishawaka City
Corporate Area is Indiana's 2nd largest in income and sales. The
9-county primary coverage area of South Bend's television station
WSBT-TV has an Effective Buying Income of $1,165,630,000.00.
WSBT-TV DOMINATES
THIS GREAT MARKET!
Hooper and Pulse show that no other station
even comes close to WSBT-TV in share-of-
audience. Therefore, there's only one effect ive
way to reach the television audience of the
great South Bend market — that 's with
WSBT-TV :
PRIMARY COVERAGE AREA: 9 R»h Cauntitt in
Sorthrrn Indiana and Southern Michigan.
A CBS BASIC OPTIONAL STATION
ASK PAUL H. RAYMER COMPANY* NATIONAL REPRESENTATIVES
99
Network tV
The "MARKET MAKERS" made
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Here's how economically you can
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open rates below include a 15',
discount for using all 3 "Market
Makers." (Use two, and get a 10' ,
discount):
They're spread out in booming
North Dakota, but they've got
Cadillac buying power from oil,
wheat, farming and distribution
jobs — a population equal to Seat-
tle, Providence, Minneapolis, or
New Orleans (and more buying
power than most of them.)
What's the easiest, most impres-
sive, most economical way to reach
this boom baby? Buy television on
the "Market Maker Stations." One
call, one contact, one contract with
the"Market Makers" buysyouover
80' ; of North Dakota, plus plenty
of gravy in Minnesota and South
Dakota. Here's the perfect case of
one television operation taking over
ONE CALL . . . ONE CONTACT . . . ONE CONTRACT
Delivers 80% of North Dakota and
plenty of gravy in Minnesota and South Dakota, too!
ONLY POSSIBLE BY BUYING THE...
MARKET MAKER STATIONS
CBS Primary • N. D. Broadcasting Co. • 4000 Front St. • Fargo 4461
ta££ WEED TELEVISIO
tCCJBtV
CHANNEL 13
30,000 WATTS
MINOT
ittm-tv
CHANNEL 4
1 00,000 WATTS
VALLEY CITY
CHANNEL 12
30,000 WATTS
BISMARCK
10 see.
1 min.
AA (7:30-9:30 PM)
$64.00
$127.50
A TIME
48.00
96.00
B TIME
35.00
70.00
C TIME
23.00
47.00
Additional
frequency
discounts to
25%.
Color
Q. What color programing are
the networks planning for the fall?
A. Of the major networks, CBS and
NBC will have color programing. ABC
is sticking to its all-black and white
schedule. NBC will continue program-
ing its Saturday, Sunday and Monday
spectaculars in color and will present
about four hours weekly in addition.
Most of these four color hours will be
shown during the day, including How-
dy Doody, a half-hour weekday strip,
which will be telecast in multi-chrome
every day; Home, parts of which will
be shown in color, and the NCAA foot-
ball games, three or four of which are
scheduled for color. On CBS the 90-
minute Ford Star Jubilee shows will
be seen in color and at least two other
shows every week will be colorcast.
Q. How many stations will be
able to carry network color shows?
A. Quite a number, sponsor's semi-
annual poll of tv stations on color
equipment discloses that about 62%
of all stations can telecast network col-
or. The figure was 54% six months
ago and 33% a year ago. The latest
poll (to which 45% of stations re-
plied) also shows that another 13%
will add the necessary equipment to
telecast network color by the end of
this year. Previous sponsor surveys
indicate that about half of those who
say they will add network color in the
following six months do so. While it
appears that the number of stations
adding equipment for transmitting net-
work color is slowing down it should
be remembered that the latest percent-
age figures are based on a higher total
of stations.
Q. How many sets will there be
around in homes during the fall to
receive network color shows?
A. Accurate figures are hard to pin
down since many of the sets produced
are not sold to consumers but remain
in dealers' showrooms for display and
demonstration. Less than 20,000 color
receivers were produced last year. In-
dustrv estimates this year range up to
] 50,000 color receivers produced,
though some industry sources put the
figure at between 75,000 and 100.000
produced with about 50,000 ending up
in homes.
W bile it is no secret that color tv
100
SPONSOR
baa iioi moved ahead u East u pre-
dicted there ii ■ l<>t <>f talk about a big
pjuh thia f.ill. It i- rignificant that
RCA'a David Sarnoff, whose predic-
ticm- arc uiilc-h respected, told stock
holders in May tliat RCA earnings
liom coloi set sales from 1().">(> on-
u.inl will "substantiallj exceed" it>
earnings from black and white sales.
This does not mean that Genera] N.u-
nolT expects t" sell as man) colot sets
in 1(>.")() as 1>\\\ sets, since color Bets
bave a higher unit price and higher
unit profit. For example, it has been
pointed out that sales of 30,000 color
sets this year would be equal in doll.n
I retail) volume to 180,000 b&w 17-
inch Bets.
Q. What are advertisers doing
about color?
A. Experimenting and learning.
Their interests naturally are focused
on how their products come over on
color, which means that package color
is getting a lot of attention. \\ hile
there is no evidence that any major
advertiser has or will redesign his
package just for color tv, where re-
design is done color tv must be kept
in mind.
One of the questions in package de-
sign vis-a-vis tv is what to do during
the transitional period when color tv
is growing and when there will be
substantial audiences viewing commer-
cials in both color and b&w. The con-
sensus is that a good color design will
look good on black and white but not
everyone is sure.
The growing awareness of impulse
purchases has affected package design
so that the emphasis nowadays is on
how good a package will look on a
supermarket shelf. However, in the
light of tv's proven ability to put over
certain products practically single-
handed, it is considered probable that
as color tv becomes more important it
may be the primary factor in many
package designs.
Costs
Q. What will network tv costs
be compared with last season?
A. They will be higher, though the
amount of increase will vary consider-
ably, ranging from slight to consider-
able.
11 JULY 1955
I
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S CENSUS
More millions of dollars for time, talent, and pro-
gramming are being bought from Pulse data than in
any previous year since 1941. This superior, realistic
method uses minimums larger than others' maximums
1 ,800,000 families personally interviewed in the home this
year; 127 TV markets this year. A superior, fast, accurate
reporting service — direct, raw-data facts!
B
Basic information. Pulse facts you need to protect
your TV investment dollars are provided from sci-
entific, controlled sampling — probability-type, over
which interviewer has no control. Highly trained and
supervised personnel — executing the one method most
widely approved in government, industry, and the com-
munications industry.
- Accuracy guaranteed. Pulse vouches for its reports
in toto! Maximum statistical variation possible,
3/10 of 1% for 25,000 daytime program sample; 6/10
of 1 % for nighttime program sample.
^ Scientific control. Survey planning and execution
by highest standards for reliability and accuracy
every step of the way. Every 10th interview is verified.
Proof of performance!
I
Interviewing that yields both qualitative and
quantitative data. Accurate audience composi-
tion for each and every program on the networks! And
in every report, for every hour in every city, from sign-
on to sign-off.
— Complete proof. There is no "confusion about
ratings" — not for subscribers who use Pulse! Let
us give you the complete story. Pulse subscribers know
that Pulse provides more pluses than any other service.
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Write, or better still, telephone.
This month throughout the U.S., 150,000 homes are
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t&ktA du
NTtRMWS
' U tic
'0M<
RURAL
URBAN COVERACE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
Network It)
ft
#
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tf
J*
*«**9*^
.*
$M y^t*.
&m wl
■ i^
Sterling Brewer
Star of
Club 13
8:30 to 9 a.m Monday-Fri
day
Stars Sell
■^■■-'-■-■'■■.ya
on
Alabama's
greatest TV station
Sterling gets this merry morning show off
with a bang. . . literally. He pops bal-
loons! Club 13 does a fine selling job.
Young housewives dote on Sterling. He
shows movie film . . . cartoons and loony
tunes . . . keeping the kids amused, and
mother, too, as she goes about her morning
tasks.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy seeing
Represented by
BLAIR-TV
102
Q. What are the factors tending
to push up prices?
A. There are a number of them.
They are, not necessarily in the order
of importance, as follows:
1. The demand among advertisers
for prime network slots. The queue of
clients wanting in is as long as ever.
2. The competition among the net-
works for big names, especially that
between CBS TV and NBC TV for
stars for their periodic extravaganzas.
3. The heightened bargaining pow-
er— partly a result of the above two
factors — of talent agents, particularly
the William Morris Agency and MCA.
During the past season these two
agents represented talent on most of
the star-name shows being presented
on nighttime network tv.
4. The increasing number of tele-
vision homes, which puts an increas-
ing value on programs and performers
who, on the average, reach a greater
number of homes as time goes on.
Greater tv circulation also increases
time costs, of course.
5. Since last September all three
major networks have come out with
new production rate cards. These are
expected to increase costs moderately,
though, in some cases, a new flexi-
bility in the way the cards are set up
permits a limited amount of cost con-
trol. In general, however, advertisers
prefer production quality high rather
than risk plummeting ratings and a
consequent rise on cos t-per- 1,000.
6. Escalation clauses in talent con-
tracts. Most talent contracts provide
for automatic increases each season,
on the theory that their services are
worth more as a show becomes more
familiar to tv audiences.
7. Recent increases in union mini-
mums. Tv writers recently received in-
creases in certain categories. Negotia-
tions, which were going on at spon-
sor's presstime between the Screen
Actors Guild and the Alliance of Tele-
vision Film producers, will probably
result in increased talent costs for tv
films. SAG is seeking increased mini-
mums and hikes in rerun pay.
Q. Will increased costs result in
increased costs-per-1,000 to net-
work clients?
A. No one can say until the ratings
are in, but ad agencies have detected
evidence of increasing costs-per-1,000
this past season. To a certain extent,
however, this apparent upward trend
Another good investment when you
want to keep three markets under con-
trol (for the price of one) is WJAC-TV.
Hooper consistently shows WJAC-TV:
FIRST in Johnstown
(a 2-station market)
SECOND in Pittsburgh
(a 3-station market)
FIRST in Altoona
(a 2-station market)
Play for keeps in Southwestern Penn-
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Cct full details from your KATZ man
SPONSOR
is due to longer network lineups, \\iih
an increasing number <>f small-market
stations. While adding stations to net-
work lineups brings program costs
per-1,000 down as the show price is
spread over s greater number of
homes, time ccsts-per-1,000 are almosl
invariabl} higher in smaller markets.
Q. Is there anything going on to
push prices down?
A. To a certain extent the increas-
ing competition among film program*
inji sources has kc|>t a rein on prices.
However, there will be no real check to
price rises so long as clients feel they
are getting value from what they pay
for. And if tv network sales are any
indication, there are no doubts in
sponsors' minds that tv is paying off
for them. Most ad agenC] executives,
while voicing conventional complaints
about rising tv costs, view the price
situation in the light of supply and
demand and in terms of competition
with other media.
When rising tv costs push hard
against the outer limits of ad budgets,
advertisers have been doing one of
two things : (a) taking money from
other media (network radio has some-
times felt the brunt of this policy) or
(b) buying smaller segments of time,
such as participations and alternate-
week sponsorships.
Participation opportunities are more
common during the dav than at night.
Both CBS TV and NBC TV offer 15-
minute segments of personality strips.
NBC TV also offers smaller participa-
tions in Today and Home, while CBS
TV has the Morning Shotv. ABC TV's
new Mickey Mouse Club provides for
four 15-minute segments five times a
week.
At night segments of less than a half
hour have been sold on NBC TV via
Caesar s Hour, the new Perry Como
show, Tonight and the 15-minute pro-
grams before 8:00 p.m. However,
NBC TV's only nighttime half-hour
show offering segments — The Imogene
Coca Shoic — has been dropped. At
night CBS TV's less-than-30-minute-
buys are confined to the Doug Edwards
news strip. ABC TV has been in-
creasing its participation opportunities
with its movie programs. The hour-
long Disneyland is split three ways, as
is Warner Bros. Presents. In addition,
it is expected that ABC TV will offer
10-minute segments in its 90-minute
feature film show which appears to be
fir winner.'
from the portfolio of.
TPA
'Sales Builders
11 JULY 1955
This unique property has everything any sponsor wants.
It's as authentic as the unstinted cooperation of the French
Government and the Legion could make it. It reflects
(through brilliant, quality production) all the magical
audience appeal contained in the words. "The Foreign
Legion" and "The Sahara"— a combination that has in-
cubated one of the highest percentages of smash box-office
hits in show business.
It stars Buster Crabbe who's been in the public eye (and
always favorably) since he was 1G. And for extra audience
impact, it introduces his son "Cuffy" in one of the n
appealing roles ever created. Both are available for com-
mercials.
And on top of all this, it comes complete with a built-in,
powerful merchandising package for each market that's
absolutely free.
This is one that will go fast. Check any TPA office for
availabilities on a sure winner.
Television Programs of America, Inc.
New York: 4?? Madison Avenue
Chicago: 203 N. Wabash Avenue
Hollywood: 5746 Sunset Boulevard
Network tr
set for Sunday night.
There is a growing use of alternate-
week sponsorships. This season, for
the first time, it looks like there will
be more alternate-week sponsorships
at night than full-show sponsorships.
When you compare the coming
schedule with last October's, sponsor's
Comparagraph discloses the following:
Last year there were 29 shows with
alternate sponsorships or 58 sponsors
altogether. The number of full-show,
every-week sponsorships came to 83.
For the coming fall, so far, there will
be 60 full sponsorships and 33 shows
with alternate sponsorships or 66
sponsors with alternate-week buys.
Although there will be more buying, it
doesn't look like the ratio will change.
If anything, the proportion of alter-
nate-week sponsors will probably in-
crease by the time the fall schedule
is all set.
Alternate- week buying is not just to
keep costs down. Many clients buy
two alternate-week sponsorships rather
than one every-week sponsorship to
get a wider audience.
KHOL-TV
is Nebraska's
Number 2 Buy!
Picks Up Where Omaha Leaves Off!
• Exclusive coverage of 130,000 • Half - billion dollars effective
families in rich Central Nebraska buying income
• Unduplicated coverage of 35% • Gives you more people at a low-
of Nebraska's entire farm market er cost, because KHOL-TV picks
up where Omaha leaves off
Popul
No. <
Effec.
Retai
Food
Sen.
Auto
Drug
Farm
UMMARY OF
35-COUNTY
ation
KHOL-TVs
MARKET*
399,700
f Homes
129 l&O
Buying Income $517,973,000
Sales - $472,840,000
$ 92,753,000
Mdse.
$ 35,548,000
$102,749,000
$ 12.545.000
Income $379,762,000
*1955 CONSUMERS MARKETS
To take advantage of this important link in
Midwestern telecasting, contact A. B. Mc-
Phillamy at KHOL-TV or call your Meeker Rep-
resentative today.
i/M/Ni Tw CHANNEL 13
IVnUL-IY KEARNEY, NEBR.
204,000 WATTS
Owned and operated by Bi-States Company
AL McPHILLAMY JACK GILBERT
Sales Manager Station Manager
PHONE: Axtell, Nebr. SH 3-4541
CBS • ABC • DUMONT
Represented nationally by MEEKER TV, Inc.
Daytime tv
Q. Will there be much change in
daytime programing next fall?
A. Daytime changes will be nowhere
near as numerous as nighttime. Re-
cently cancelled soap operas (covered
in the programing section above) will
be replaced for the most part by
personality shows. Jack Paar has
already gone into the 1:00-1:30 p.m.
slot in place of The Inner Flame and
Road of Life on CBS TV and It Pays
to be Married has replaced Greatest
Gift and Concerning Miss Marlowe.
NBC TV is also in the midst of a
reshuffling of its daytime schedule.
Plans call for extending both Ding
Dong School and Home a quarter hour
each so that they take up the entire
10:00 a.m. to noon period. Vacating
these two quarter hours will be Way
of the World (which moves to 4:00
p.m., replacing, in turn, Hawkins Falls,
which will be dropped) and Sheila
Graham, which will be dropped.
NBC TV's daytime lineup for the
fall thus falls into five program blocks
during the week. From 7:00 to noon
there will be service shows (the web
may also program from 9:00 to 10:00
a.m. in between Today and Ding Dong
School with a network service show).
Personality and quiz shows take up
the noon to 1:00 p.m. and 3:00 to
4:00 p.m. hours; four daytime drama
strips take up the 4:00 to 5:00 p.m.
period and two half-hour kid shows
make up the 5:00 to 6:00 p.m. period.
ABC TV's new daytime effort, The
Mickey Mouse Club, a joint Disney-
ABC production, will be thrown in
opposite NBC TV's children's hour.
It will combine entertainment and
educational elements with both new
and old films. Its 20 quarter-hour
segments are well on the way to being
sold out.
Mickey Mouse Club is one of the
most important steps ABC has taken.
If it pays off, the web will dominate
the top daytime hour in terms of sets
in use. The alacrity with which
sponsors have bought into the show
indicates they're sure ABC will do
so. Not only is it felt that a name
familiar to children is bound to attract
young audiences but there is also the
factor that the educational elements in
the show may sway parents to favor
such a program for their children.
The new Jack Paar show represents
practically the only daytime program
change on CBS TV during the week.
104
SPONSOR
■rk fr
However, the program Paai left, The
Morning Show may lit- in for BOme
drastic overhauling. While The Morn?
ing Show lia- not been exartly a sales
Buccese tin- real of the CBS daytime
schedule i> sold <>ut excepl foi a few
participations in the Robert Q. Lewis
,iii,| Rc>|> ( tos!>\ shows.
Q. How does daytime network tv
compare as a buy with night tv?
A. Though only CBS has been con-
sistentl] successful in selling and pro-
graming »la\ linif, it compares very
well with nighttime <>n a cost-per-1,000
basis, especiall] for advertisers seeking
to reach the housewife.
NBC recentl) came up with figures
showing thai on a cost-per-1,000 per
commercial minute basis daytime tv
was half the cost of nighttime. The
network compared half hour nighttime
shows with quarter-hour daytime
shows or segments. The different-
sized shows are comparable because
the advertiser gets just as much com-
mercial time in 15 minutes during the
day (three minutes) as he does during
a half hour at night.
Here are the figures:
• The average daytime quarter hour
(excluding children's shows, participa-
tion shows like Home and half-hour
single sponsored programs I gets an
average minute audience of 2,191,000
homes ( Nielsen, November-December
1954) while nighttime half hour shows
reach 5,385.000 homes on the average.
Thus, the nighttime audience is two
and one-half times the daytime audi-
ence. But . . .
• The advertiser pays five times as
much for the typical half-hour show at
night compared with the typical
quarter-hour during the day. The day-
time figure is $11,600; the nighttime
figure is $56,000. (These figures are
based on PIB gross time rates and pro-
gram costs are from sponsor's "Corn-
paragraph.") So . . .
• The cost-per-1,000 homes is $10.51
at night and $5.28 during the day.
while the cost-per-1,000 homes per
commercial minute is $3.50 at night
and sl.7(, during the day.
lilt
Q. What's the status of uhf at
present?
A. There were 106 uhf station- on
now...
and VO/^G&^>
first run films on...
Gene Autry and Roy Rogers full-length feature
films, (the best Westerns ever made i .i re
being shown for the first time in this .irc.i on Tom
Chase's ever-popular "Trail Time"' program!
"Trail Time", long the number one rated local
daytime show in the Omaha-Iowa area,
can't help be even better now !
In the last "Hooper Roundup" . . .
"Trail Time" drew a whopping 35.0 rating
... the opposition — 8.5!
Let Tom Chase . . . Roy Rogers . . . and
Gene Autry ride herd on your product and put
it in an average ol 108,500 homes
reached daily by "Trail Time"!
Contact Fred Ebener. Sales Manager, or your
nearest Blair TV man for availabilities.
TOM chase
Ram h Trail Time."
another of >* I "* 1 1 > r'"\m
0A IHl. AIR SALI SMI
OMAHA
Channel 6
Max. Power • CBS • NBC
Affiliated with Better Homes & Gardens and Successful Farming " Magazines
A Meredith Station • Frank P. Fogorty, Vice-Pres & Gen Mgr.
11 JULY 1955
105
Network tv
the air at the end of June, of which
three were educational stations. An-
other 120, including 14 educational
stations, have construction permits but
were not yet on the air.
Q. How have the commercial uhf
stations been doing financially?
A. As a group, not well. FCC finan-
cial reports for last year show that to-
tal revenue for 125 uhf outlets came to
$25.4 million with a total of about 810
million in the red, or $80,000 loss per
station. Compared to this, 177 post-
freeze vhf stations had revenue total-
ing $60 million with losses totaling $4
million, or about $22,600 per station.
Pre-f reeze stations — all vhf — have
been doing very well.
Illustrating the difficulties uhf sta-
tions have been having is the fact that
more than 40 have gone off the air,
some of which have kept their CP's
and some of which have dropped them.
All told, 113 uhf CP's have been
turned back, showing that most of the
operators turning back their uhf CP's
00MMfe^
Frankly...
this PULSE
amazed even
Us!
More Top
Shows Than
Ever Before
Bigger Lead
In Over-All
Popularity
KMTV has 13 of the top
15 weekly shows ... 8 of
the top 10 multi-weekly
shows . . . favorite local-
ly-produced shows
KMTV has a greater share
of audience in 8 of the 9
Pulse weekly time classi-
fications
This latest survey, based on 1600 interviews, covers Omaha, Lin-
coln, and the seven Nebraska and Iowa counties that make up the heart
of a KMTV market area of a million-and-a-half people with more than
two billion dollars to spend.
So take a look at the latest Pulse and a KMTV rate card and you'll
agree — You will reach more people ... at a lower cost . . in this big
market on KMTV
OMAHA's FAVORITE TV STATION.
Contact KMTV or your Petry man to-
day for more information about some of
KMTV's choice availabilities.
*Puhe, May 1-7, 1955
Smart Advertisers All Agree:
The Place to be is Channel 3
TELEVISION CENTER
Mmrw
CHANNEL 3 • OMAHA
MAY BROADCASTING CO.
Represented by Edward Petry Co., Inc.
CBS-TV
ABC-TV
KANSAS
KMTV MARKET DATA*
Population 1 ,500,850
TV Homes 308,000
Retail Sales $1,712,656,500
Buying Income S2.229.121 ,000
"SM-SRDS Estimates
have given up the ghost without even
going on the air. (There have been
30 vhf deletions). These deleted uhf
CP's are in addition to those totaled in
the question above. Thus, 322 uhf
CP's have been granted by the FCC,
of which more than a third have been
turned back.
The picture is not all bad. Some
uhf stations are in healthv financial
condition or will be. The successful
ones are those which went on the air
in virgin tv markets or in markets
where there was little or no vhf com-
petition.
However, the uhf picture has not
improved much since a year ago.
While there is less public talk about
the uhf problem, there has been in-
creasing activity in Washington among
those seeking a solution.
Q. Is there any solution to the
uhf problem?
A. It is pretty generally agreed that
where uhf and vhf stations exist in the
same market the uhf stations are at a
disadvantage. This is because, with
the present state of uhf technology, the
uhf signal, under comparable condi-
tions, does not go out as far as the
vhf signal and thus is not as desirable
as a network affiliate. The problem of
getting viewers to convert vhf receiv-
ers to pick up uhf signals also is still
serious in some markets, especially in
those markets where two or more vhf
stations have satisfied the audiences'
programing needs.
The general tack being taken in
Washington is "selective de-intermix-
ture,"' that is re-allocating channels so
that more vhf-uhf markets are made
all-vhf or all-uhf, thus putting com-
peting stations on an equal footing.
The selective part of it comes into the
picture because there is no desire for
a radical change, such as moving all
commercial tv into the uhf spectrum.
The FCC wants to de-intermix with-
out causing too much hardship on tv
set owners or broadcasting interests.
Q. What's actually being done to
ease the uhf problem?
A. The FCC has started holding
hearings on de-intermixture in spe-
cific markets. The first of these hear-
ings were held on 27-28 June. Five
markets were covered: Peoria, Evans-
ville, Madison, Hartford, Albany.
On the Congressional side, the first
of a series of ad hoc committees (that
106
SPONSOR
N . in hi /. It
it, temporal*) committees set up t » >
solve one particular problem I baa
been set up !>\ the Senate ( lommerce
Committee, which is investigating the
broadcasting industry. TTiese commit-
tees \vill be made up "I experts out-
side of Congress. He iii-t ad hoc
committee will re-evaluate the current
allocation plan t" see what can be done
about ulil.
Video l;iptk
Q. How long will it be before
video tape is in actual commercial
use?
A. First commercial use <>f \ideo
tape nut \ be an actuality. by the com-
ing spring. Tin- two groups working
on video tape for broadcasting use
(aside from work being done for the
armed forces) — RCA and Bing Crosb]
Enterprises — both report they have
licked all the major technical prob-
lems. (For more details on this sub-
ject, see "Video Tape: programing
revolution on the horizon," sponsor,
21 March 1955.)
Q. Will color video tape be avail-
able as soon as black and white?
A. ^ es. The big technical push to
perfect magnetic video tape is being
made with color in mind. When RCA
first unveiled its video tape a year and
a half ago, it stressed color, not black
and white.
Q. What's being done at present
in perfecting video tape?
A. RCA has been field testing its re-
corder and play-back unit in New
York. A short time ago, NBC sent out
via closed-circuit to St. Paul (in ob-
servance of the opening of a new lab
bj Minnesota Mining and Manufac-
turing, a maker of raw tape stock) a
color show recorded in New York.
That is, the signal was sent from a
tape recording that had previously
been made. NBC also regularly re-
cords on tape in New York programs
sent out from Hollywood over regular
network lines in both color and black
and white.
BCE has already delivered one of
its tape recording units to Westing-
house and expects a $500,000 order
shortly. It is currently redesigning it-
unit to eliminate minor bugs.
11 JULY 1955
A GEOGRAPHY LESSON
One of a Series
are BALTIMORE
and NORFOLK in
WASHINGTON
STATE?
In case you suspect we've become rusty in our geography, Wt li.i-.tfn to MJ we
are aware that Baltimore and Norfolk are n<>i In Washington State W< re
merely pointing out that the sum of the populations of these twe eastern cities
is less than the population served l»y KIN I -IV in its "A" < ontour.
Within the "V contour boundaries of KIN I l\ then ere more than 1. '100,000
able-to-buy people . . . almost half the population of Washington Mate. \nd.
in addition, KTNT-TVs INI I.I I N< | \I!I.\ extends throughout Western Wash-
ington and into Canada to the north and into parts of Oregon to the south.
The Puget Sound area . . .
the KTNT-TV area . . .
has a Per Capita Income
greater than the U.S.
national average.
-fifS)
CANADA
Of all TV stations
>n the fabulous
Pucct Sound area.
only KTNT-TV
covers ill 5* cities
in its A contour
"Swort't. Tocomo,
Frert'f. Br «• -
ion, O'rmpio
In Washington State. Advertise Where the PEOPLE are . Buy KTNT-TV.
kQTDtvs
CHANNEL ELEVEN
316,000 WATTS
Antenna Height
1000 FT. ABOVE SEA LEVEL
CBS Television for Pugct Sound
Represented Nationally by Weed Television
KTNT-TV, TACOMA 5 I'ON
'The Word Gets Around. ..Buy Puget Sound'
107
Network tt
JWk
Q. What will video tape be used
for first?
A. It will be used in place of kines.
Il is understood that RCA's technical
target for next spring is to perfect
video tape to the extent that it will be
as good as, if not better than, both
color and b&w kines.
Q. What is the advantage of tape
over kines?
A. Since tape can be recorded and
played back almost instantaneously,
there is no time problem in rebroad-
casting a live show. For example, a
live show produced in New York can
be shown via a "hot" (rapid develop-
ing of film) kine on the Pacific Coast
three hours later, or the same local
time. But faster development is not
possible, so that a live 9:00 p.m. show
in New York cannot be shown in Chi-
cago at the same local time because a
kine cannot be developed fast enough.
When video tape is perfected for re-
placing kines, it will be possible to
have a live tv show on at the same
«% j-iti-a-r VERIFIED FACTS
2 GREAT ABOUT A TREMENDOUS
NETWORKS 'CAPTIVE AUDIENCE
SERVING
1 GREAT
MARKET
WIN-T your station for complete
coverage of the thriving 1 8-county
TRI-STATE MARKET SUR-
ROUNDING FORT WAYNE,
INDIANA. Check these billion
dollar market facts and figures:
• POPULATION 722,500
• HOUSEHOLDS 228,600
• CONSUMER SPENDABLE
INCOME $1,177,771,000
• TOTAL RETAIL SALES
$768,150,000
WIN-T
CBS and ABC for FORT WAYNE
and the Tri State area of In
diana, Ohio and Michigan.
Nationally repreienfee* by
H-R TELEVISION, INC.
Here's What "Pulse" Discovered
About Television Viewing in
WKBT's Rich Market in
Southwestern Wisconsin,
Southeastern Minnesota and
Northeastern Iowa:
l.
i
ALREADY 100,000 TV HOMES
OUT OF THE 176,873 TOTAL
FAMILIES IN THE WKBT
COVERAGE AREA!
I
2. 73.5% OF THESE TELEVISION
FAMILIES VIEW WKBT VIRTUALLY
EVERY DAY! (The Second Most-Viewed
Station in Our Area Has 26.4% of the TV
Families as Regular Viewers.)
For Complete Details on the Reception Survey Conducted
for WKBT by "Pulse" — Contact Bob Morrison,
WKBT Sales Manager, or Your Nearest Raymer Office
NBC • CBS • ABC • Du Mont
WKBT
Channel o
141 So. 6th St.
LA CROSSE, WIS.
108
SPONSOR
N > In in I. Ii
[oca] time in all zones, thua
avoiding man) traffic complications
and slotting problems which now both-
n the networks.
\ ideo tape w ill also remove man)
of the headaches of daylight saving
tunc Some oi the top live shows are
shown iii ilit- midwest during the earl)
evening. Tnis depresses the ratings,
especiall) during the summer when
earl) evening sets-in-use are compara-
ti\t-l\ low.
Furthermore, k i m- films 'I" nol i om-
pare with regular film in quality as a
rule. While the first commercial video
tapes ma) be no better than kine film,
the possibilities for improving tape
through further research are much
greater than lor kinea.
Q. Why are people so excited
over tape?
A. Potentially, tape can be perfect-
ed bo that it comes on the home screen
with the same fidelity as a live show.
Because the "information" recorded on
tape is electronic, it is essentially the
same information that is transmitted
when a live performance is picked up
h\ an elecronic tv camera. With reg-
ular film— and even more so with kine
film there i- an inevitahle loss in
fidelit) even before the image is picked
up electronically.
Possibly more important than this is
the fact that \ideo tape permits the
program to be monitored as it is being
recorded. This means that a director
can see what the show will look like
on the home screen and correct Haws
as he goes along during rehearsal. He
can also switch from one tv camera to
another without stopping the action as
he watches the monitor and the result
will be continuous tape footage with a
\ariety of camera angles and without
am splicing or editing problems. All
this involves a saving of time and.
hence, mone) .
The convenience of monitoring a
-how while shooting it has led to the
development of combination film and
video cameras, notably the I)u Mont
Electronicam. This system works to-
ward the same end as video tape, ex-
cept that the result is film. The Elec-
tronicam is a camera which picks up
an image like an) tv camera. The light
beam coming through the camera lens
is then split into two. One part can be
transmitted like any tv signal. The
other exposes film.
The primary purpose of Electroni-
i .mi i- not to -'iid i. hi i show h\ e
while it i- being re< orded on film .it
ili.- -.inn- inn.- Dm Mont i- using the
device to shoot him shows, wln<li
would then be sent out to stations like
am syndicated -how. I hi- electron i<
pari "i I Iii i ronicam is foi the pui pose
ol monitoi ing, m iih ii- e< onora) ,
\ -iniil.n i .iini-i.i has been devel-
oped 1>\ M< i adden Pi odm tions, the
Burns S \ll'-n produi Ing unit \ third
t\ -film camera i ombines a film cam-
era with a t\ camera each with its
nw n lens Bide b) ride bul < orrei ted
for parallax bo thai the i\ i amera pi< k-
ind -how i on
identii al
i ii film lb- | be put]
enable i dire* i"i i" speed up ahool
I inall) . there i- the In.'li del
kine. I In- has been show i
. I. - |.\ .i In iii-h In in Ii pur-
pose i- thai "i the dei i pU
above V tv < amei • pi< kg up the in
and permits monitoring. Hoi
high-qualit) film kim- i- made h\ the
use of a high-definition k tube
whii Ii Ii i- about SO' i more lines I
the I S. standard and thus reaulti
film of greatei i lai it)
CHICAGO'S TOP TELEVISION
STATION-WGN-TV?CHANNEL 9
/ Chicago Television's Top Morning Children's Pro-
Y gram — "Romper Room"
/ Chicago Television's Top Teenage Program — "Band-
Y stand Matinee"
/ Chicago Television's Highest Rated Feature Film
y Programs
/Exclusive Telecasts of All Cubs and White Sox Games
,000th Telecast in May)
y nij
V7
Highest Rated Half Hour Film Programs on Week-
ght TV
Only Chicago Station Placing in Billboard's National
Promotion Competition
WCN-TV— THE TOP STATION FOR YOUR ADVERTISING
IN CHICAGO! !
441 N. Michigan Avenue
Chicago 1 1
Illinois
WGN-TV
Chicago <)
For your best radio buy in Chicago, it's WGN— reaching more people
than any other Chicago advertising medium.
11 JULY 1955
109
Network tv
The Best Buy in
Wichita's Big Ten-
County Market
:ARB
JANUARY
1955
KEDD Captures
1 1 1
Quarter-Hour Firsts*!
From 4 p.m. to sign-off KEDD is FIRST in
audience preference for 52.6% of ALL
quarter-hour segments compared to 31.7%
for Station "B" and 15.6% for Station nC"!
With Over SO Blue-Chip NBC
Programs And Wichita's Top-
Rated Local Shows Every Week!
SEE YOUR PETRY MAN TODAY!
NBC
KEDD
WICHITA, KANSAS
Channel
mm
is for "Brains"
is for "Work"
That's what counts most at "B & W" . . . and nothing does more to
bring about a most successful client-agency union.
"Brains" and "Work" . . . and "Experience." We have that, too.
Each of us has had more than 30 years in agency work, and in related
advertising and selling. Yet our greatest successes have been in the
newest advertising medium . . . Television.
We'd like to tell you more about our experience . . . and how we
have helped advertisers solve special problems "down South," as
well as elsewhere. May we?
Brinckerhoff dC Williams Agency
928 Gov. Nicholls St.,
New Orleans 16, La.
Phone CAnal 6219
E. V. BRINCKERHOFF
AUBR
'flfcW.
EY WILLIAMS «*L»
110
Network competition
Q. What's happening to network
competition?
A. It's increasing in one area, de-
creasing in another. ABC is more
firmly ensconced as a third "major"
network, while Du Mont, unless there
is some sudden change in plans has
pulled itself out of the simultaneous
networking picture.
Q. In what direction is Du Mont
aiming?
A. Du Mont is placing heavy bets
on its Electronicam (see explanation
on workings of Electronicam in "Video
tape" section). It is out to convince
what few advertisers it has and what-
ever new ones it can get that not only
is the Electronicam an economical way
of shooting film shows (aside from
the residual values of film) but that
Du Mont can clear time for these
shows. Du Mont, in other words, is
aiming at becoming a film network,
thus putting itself in a new category
somewhere in between live networks
and syndicators. Du Mont is also turn-
ing itself into a film production or-
ganization, will turn out film commer-
cials, industrial films and so forth.
Q. How far has ABC come since
the merger with United Para-
mount Theatres?
A. There is no disagreement about
the fact that since the merger in Feb-
ruary 1953 the programing and sales
picture have improved considerably.
In January 1953, one month before
the merger, of the 49 half-hours pro-
gramed by the network at night, 11
were sold and 38 unsold. Two vears
later the situation was reversed, with
only 11 half hours unsold. So far this
season, 14 half hours and two alternate
sponsorships remain unsold (exclud-
ing co-op shows) with two months of
the selling season left.
PIB gross billings figures also illus-
trate the sales trend. In 1953 ABC
billings were 15% above the previous
year compared with 26% for all net-
works. Last year ABC billings were
up 64% over the previous year while
the increase for all networks was 41%.
Q. How has ABC built up its pro-
graming?
A. By April of this year the new
SPONSOR
N. I,
•I. I,
HOW ABOUT THAT
JOE FLOYD TRIANGLE?
Joe's putting a whole new market
on the tv map . . . 78,000 single-
station homes, massed in the great
Aberdeen - Watertown - Huron tri-
angle, with transmitter strategical-
ly located at Florence, South
Dakota. You can reach this great
new market only through the joe
Floyd-operated KDLO-TV (CHAN-
NEL 3), a proud, powerful inter-
connected companion of KELO-TV
Sioux Falls.
78%
Coverage of South Dakota
— Plus Minnesota and Iowa
JOE FLOYD, President
NBC (TV) PRIMARY
CBS • ABC • DuMONT
represented by
H-R TELEVISION
\ BC had invested m"i>- than $70 mil-
lion in |>i ogi . i r 1 1 i 1 1 u* and talent i om-
mitments. 1 1. ill "I tin- li u [one foi
the W ill I liane) Entei pi iset I he net-
work has built its programing in .ill
the basic waj i possible: I 1 » outi
,n quisition of pi h om othei
networks oi producers, (2) attract
advertising i ontrolled programs and
(3) developing its own packages. Mm-
importance "I shows produced l>\ mo-
tion picture studios might I"- i on-
sidered, because oi their importance,
as ,i li'intli method.
Q. What programs has ABC
added to its roster?
A. Before the mergei \l'.< had .i
bask structure of -even shows, [these
were Vame's the Same, Lone Rat
StU F.ruin, Super Circus, You [iked
for It, Walter IV inched and I il ven-
tures of Ozzie and Harriet.
For its first season alter the merger,
VBC added: Danny Thomas Show,
Ray Bolger Show, Cavalcade of 4mer-
ica, U. S. Steel Hour, The Tv Hour.
Pepsi Cola Playhouse, Ureal the Bank
and John Daly and the News.
This past season, the new shows
mounted. Here's the list: Disneyland,
Treasury Men in Action, Masquerade
Party, Tv Reader's Digest, NC 1 1
Football, Dollar a Second, Monday
Night Boxing, 20 Questions, Rin-T in-
Tin, Stork Club, Who Said That, Star
Tonight, The Vise, Kuhla, Fran and
Ollie. Stop the Music and Voice of
Firestone.
Q. What programs is ABC add-
ing for the coming season?
A. With the selling season not yel
open and 11 hours not yet programed,
-In 'us added so far include: Chance of
a Lifetime, Warner Bros. Presents.
Wyatt F.arp. Du Pont Theatre. MG 1/
Parade, Penny to a Million (which
started last this past season), Bishop
Sheen, Down You Go and Wednesday
Night Fights.
In addition. ABC is planning .i 90-
minute feature film show on Sunday,
is deciding betweeen Jangle Jim and
Sheena. Queen of the Jungle for earl)
Monday evening, has to pick a show
title for Ciba Pharmaceutic al. and.
mo>t important of all. has to program
Saturday night, which is wide open.
\- mentioned in a previous section,
ABC has an hour drama in mind for
Satunla\ . * * *
X10 II
You c.in h.ivc Song-ads,
America's foremost producers
of filmed musical and radio
jingle commercials work for you!
For as little as
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A complete AUDITION
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You need send us only: —
1. Purchase order for $150.
(So we have something to
work with)
2. Tear sheets and scripts
about product. (So we know
something about it)
3. Five points about prod-
uct, in order of their impor-
tance. (So we know where to
put emphasis)
4. Your client's philosophy
about account. (So we get the
feci of it)
5. Whether for television
and/or radio and lengths of
commercials wanted. (So we
can tailor-make your com-
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n
client acceptance of your idea
with a complete AUDITION PRES
ENTATION.
This package will be created
especially so your consumers
hum, sing and talk about YOUR
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AND BUY YOUR PRODUCT.
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KODUCTION
6000 SUNSET ILVO., HOLLYOOD 21.
CALIFOMA . . . HOIIy»ood 5-61 ■ 1
11 JULY 1955
11
NEW
1330 Feet above
TOWER dL Average Terrain
SliNEW POWER
NUW! 100,000 WATTS
for
Oklahoma
sales
the eyes of Oklahoma
KV
©I©
TV
FOR CURRENT AVAILABILITIES CALL THE OFFICES OF BLAIR
112
SPONSOR
■■■-.
1955 F III. FACTS l: W S SEi II<>\
\television
MORE THAN 36 MILLION TV SETS
ENTERTAIN AND SELL IN U.S. TV HOUSEHOLDS
Page Mumbrr
Q. Hon arc \\ homes distributed in I .S.? 1
Q. Where are tv sets located? 2
Q. How does viewing wir\ with time of day? 3
Q. How much "out-of-home'1 viewing i» there? 4
Q. Does tv audience composition change? 5
Q. What effect <loe* h have on new markets? 7
Q. What are network production cost averages? 9
Q. Ho* much monej was spenl in tv? 10
Reprint* trill he available at .'{Or each. Otiatifitif price* on request.
Address Sponsor Serrire*. Inc., 10 E. IHth St.. \ew York 17. V *.
1. How many tv sets are there in the U.S. today?
SOURCE: NBC TV estimate
More than 900% increase
2. How are tv homes distributed by major U.S. areas?
SOURCE: A. C. Nielsen Co., May 1955
ALL RADIO
MOM l -
INCLUDING
THOSE WITH
TELEVISION'
% OF RADIO -
HOMES HAV-
ING TV
RECEIVERS"
Northeast
12,575,000
East Central
8,167,000
West Central
9,283,000
South
11,419,000
Pacific
6,177,000
1
■
64.8%
47.0%
TELEVISION {
HOMES J
11,034,000
5,970,000
5,613,000
5,370,000 4,013,000
TY BASICS
page 1
3. How many tv sets were produced and sold in '53 and '54?
SOURCE: RETMA figures for factory production, retail
YEAH
PRODI < IH>\
Id 1 Ml - \l 1 B
i <>:>:*
7,215,827
6370,571
1954
7,346,715
7317,034
4. Where are tv sets located in U.S. homes today?
SOURCE: "National Survey of Radio, and Television
Sets," May 1954 by Alfred Politz for ARF
Tv is "living room" medium
Mora than eight out of tan home tv sets
ara located in the living room, far mora
than all other home locations combined.
This location pattern, found by Polirz in
'54 study for Advertising Research Foun-
dation, helps explain why tv has often
scattered radio into non-living-room loca-
tions, and why tv sat manufacturers are
now busy establishing "second-set" market.
« Dining
Room
3.2%
Den
4.8%
Living Room
85.3%
fT
P^
i. I
Lj Other
rt 3.3% _
i
— ■ Bedroom
3.4%
1
1
m
1
For comparable chart of radio set location see page 2 of Radio Basi< s.
5. How many tv homes today are multi-set tv households?
SOURCE: NBC TV estimate for June 1955
ONE-SET HOMES: 9E.V,
IWO-M I IIOMr* : r..
»: .). . ,
Although two-thirds of U.S. radio households own two or more ra-
dios (see "Radio Basics"), most television families own just one
tv receiver. However, estimates by NBC TV researchers of number
of tv sets and tv homes in U.S. indicates small but noticeable
trend t'> multi-eel h ownership. Other Bgnrea show that multi-
set tv families are DOR likely t" be in large urban area* long
served by tv: AdWlesl checkup in New York in '54 showed
families owning two or more. In newest tv ar>a«, figure is small.
TY BASICS
page 2
1. How does tv viewing level vary with the time of day?
SOURCE: Nielsen Television Index, March 1955
21.248
Total U.S. homes using tv by hours of day
20,650
18,426
Number of homes using tv at any hour of the day or night
rose steadily between 1954 and 1955, Nielsen chart below
shows. One major reason: a steady growth in the total
number of tv homes. Numbers in white sections of bar
show 1955 levels; in grey sections, 1954. Tv is watched
all day long, but it really hits its big stride at night,
where level may be seven to 10 times higher than mornings.
I7,36ll
15,346
10,690
1
13,081
13,221
10,591
10,378
9,992
■
6.321
8,584
7,570
6,507
mum
^^* 5,437
5,272
5,744 ]
Homes rea
ched (000)
B
3,919
5,217
4,499
1
2,843
Ql 83
|EZ2
718 !
6 am 7 8
10 11 noon 1
8 9 10 11 mid
2. How does tv and radio usage compare in tv homes?
SOURCE: A. C. Nielsen, NTI and NRI, April 1954 through March 1955
TV
HOURS
PER
DAY
RADIO
HOURS
PER
DAY
Time tv homes spend with tv and radio
April
1954
is! i.8i I . I ,.» '■" "TrT '•" '-86
^■B
■
1.93
1.81
1.69
May
June July
Aug.
Sept. Oct.
Nov. Dec.
Jan.
1955
4.71 4.67 3.98 3.68 3.90 4.38 4.61 5.40 5.46 5.81 5.89 5.25
Feb.
March
1955
TV 8 A S I C, S [ Page 3
TO SELL
ST. LOUIS
. . . TELL your sales story tit the people u ho live
in the 800,000 television homes uho tune in
regularly to St. Louis' FIRST television station
. . . KSD-TV . . . the \li( television network
affiliate in the nation's MM II LARGE SI
MARKET, To sell St. Louis more effectively . . .
more economically . . .
SELL ON
K S D-T V
The St. Louis Post-Dispatch Television Station
100.000 Watts on I III Channel 1
Motional tdti-rti^ing Rcpn'tmtatu .-.
SPOT SALES
11 JULY 1955 117
3. How widespread is out-of-home television viewing?
SOURCE: -The Kansas Radio-Tv Audience, 195-1" by Dr. F. L. Whan
14% of family members see tv away from home
(Percentages based on replies
from 6, 887 families reached by interview)
All
Farm
Village
Urban
Families
Families
Families
Families
Per Cent Answering Questions:
Yes
14. 3%
10. 9%
13.8%
17.0%
No, none do
82. 5
84.7
82.3
81.0
I don't know
3. 2
4.4
3.9
2.0
100.0
100.0
100.0
100.0
Out-of-home tv viewing is not by any means as widespread
as out-of-home radio listening. But, chart above, part of
18th annual study of Kansas broadcast audience made for
WIBW. Topeka. shows that there is a certain amount of
regular away-from-home viewing. Survey was a care-
fully controlled operation, done with personal interviews
in large cross-section sample of town-and-country view-
ers. Non-home viewing is highest in major urban areas.
4. Where does out-of-home tv viewing take place?
SOURCE: "The Kansas Radio-Tv Audience, 1954" by Dr. F. L. Whan
Nearly all of it is in someone else's home
(Replies From 985 families reporting outside use of TV used in analysis)
All
Farm
Village
Urban
Families
Families
Families
Families
Per Cent Reporting Seeing
Television Regularly at:
A neighbor's home
30.2%
37. 3%
41. 1
22. 5%
Some other friend's home
24.0
13.7
19. 1
30.6
A relative's home
34.4
37.7
30.3
34. 5
At some other town
3.2
5.9
1. 1
2.9
At business places
4.4
4.4
5.3
4.0
At "the club"
1.3
-
0.5
2.2
At school
0.4
0. 5
0.5
0.2
All other places
combined
2. 1
0. 5
2. 1
3. 1
100.0
100.0
100.0
100.0
Chart above gives a good idea of where out-of-home view-
ing is done. In the strictly rural areas, most of it takes
place at the home of a neighbor or relative, during a
visit. In the urban areas, the pattern is similar, although
"relatives'" seem to have an edge over "neighbors," un-
like the rural pattern.
Other out-of-home locations are largely in the "margin-
al" categorv. One possible influencing factor in this study:
Kansas does not have bars & grills, although as chart in-
dicates, it does have private clubs. In urban areas in the
East, taverns would probablv claim a share of the tv
audience, since there's hardly a saloon that doesn t have
its television set going at all hours.
In any event, due to the tremendous penetration of tv in
U.S. homes and the relative immobility of tv receivers the
patterns above, bars or no bars, are largely true of the I .S.
TV BASICS
page 4
stacki
nic
WNBQ famous "Chicago School" "I telcvi »n '
bright new honoi pupil on iu ro u i ■ I >• r.< >\\ ■ K \N
WITH EDDIE DOUCETT1 ; ow.
Every weekday > |» m., th< se thn I
favorites turn the pages of the ii rv Maga/iix f the Aii
Women are making ■ pit isani dail) habii ol Bob t.
interviews with fascinating people, Eddii D
<1m strations, and musical features b) ili< \n Van Damme
Quintet and llicchio's orch< tra.
the new show is stacking up nicelyl And, backed
l>\ .hi active promotion and merchandising service, it's i
• n il>. 1 1 ki 1 1 on i i .in i i ol making sun l"i adv< rtis< i thai
THE PAY-OFF IS AT THE POINT OF SALE!
A few weeks aftei its premiere, BOB 8 k \. WITH
EDDIE DOUCETTE invited its viewers to end in th<
names, addresses and telephone numbers, to qualify foi
attractive prizes. Foi foui weeks running, the mail itad
up .11 the rate "l 2300 pie< es a week. A grand total ol 10
pieces "I mail— and the show's just getting going!
Foi sin i in» audiences to action, there's nothing lil
"Chicago School" television program on WNBQ That's
how things stack up in the Midwesi
I I I I A [SION IN
CHICAGO
a letvirt cf
rtprrscnttd by NBC SPOT SALES
5. How does tv audience composition vary during the week?
SOURCE: American Research Bureau, Fall 1954
MONDAY THROUGH FRIDAY
A.
TIME SEGMENT
MEN
SIGN-ON TO NOON 15%
NOON TO 6 PM 12%
6 PM TO SIGN-OFF 34%
WOMEN
49%
55%
45%
KIDS (UNDER 16) VIEWERS-PER-SET
36%
33%
21%
1.8
1.8
2.5
SATURDAY
j^.
TIME SEGMENT
MEN
SIGN-ON TO NOON 13%
NOON TO 6 PM 46%
6 PM TO SIGN-OFF 34%
SUNDAY
WOMEN
13%
25%
38%
KIDS (CINDER 16) V1EWERS-PER-SET
74%
29%
38%
2.3
2.3
2.7
_A_
TIME SEGMENT
MEN
NOON TO 6 PM 42%
6 PM TO SIGN-OFF 33%
WOMEN
32%
39%
KIDS (UNDER 16) MEWERS-PER-SET
26%
18%
2.4
2.4
In chart above, audience composition and viewers-per-set should by v-p-s, then percentage of men-women-kids figured. There's a
be used together. ARB home audience figure should be multiplied higher percentage of women in daytime, but more viewing at night
6. How does tv home viewing vary month-by-month?
SOURCE: Nielsen Television Index, April 1954-April 1955
TV BASICS
page 5
Agency people agree that the longest distance
in the world is between the retailers' shelves and
the customers' shopping basket, particularly when
it comes to introducing a new product on the
market . . . But that is not so in Erie, Penna., the
shopping center of Northwestern Pennsylvania,
Western New York and Eastern Ohio where
WICU's fabulous growth as an advertising medium
has been built on one successful test market
campaign after another.
WICU ranks 1 1th in the nation among cities of
all sizes, and second in the nation, first in the
Middle Atlantic States and first in Pennsylvania
as a Test Market, for population group.
. . . SALES MANAGEMENT (1955 Te»t Market Study)
WICU serves a television market of 235,300
families with retail sales of $904,928,000 and
an effective buying income of $1,345,555,000
— and a standard metropolitan area of 68,600
families with retail sales of $303,452,000 and
an effective buying income of $380,357,000.
. . . TELEVISION MAGAZINE (1955 Doto BooM
F7^Co?TO
ERIE. PA.
• AOIO
tv
NEWSPAPEB
CHANNEL 12
fu<J&4 inc.
mo*| 0"'C1 — WO lOWAtO lAMl UDO TOUOO 0«'0 WAi»tM0*O* 0"'CI tirr M*no*Ai Mill kOO
NBC
ABC
ERIE'S FAVORITE RADIO STATION — WIKK • ABC • NBC
WICU — Erie, Pa.
Edward Petry & Co., Inc.
WIKK-AM — Erie, Pa.
Edward Petry & Co., Inc.
WTOD— Toledo, Ohio
Forjoe
WHOO— Orlando, Florida
Forjoe
W MAC-TV— Matiillon, Ohio
Edward Petry & Co., Inc.
The Erie Dispatch — Erie. Pa.
Reynoldi-Fitzgerald
7. How do tv families and non-tv families compare in size?
SOURCE: "Television's Daytime Profile," NBC TV Research Dept.
Family size and composition of tv homes, daytime homes
One 6r two persons '. .
Three persons
Four persons .....
Five or more persons
ALL HOMES . .
Number of Persons Per 100 Homes:
MaleAdults
Female Adults
Chi Idren ."
TOTAL PERSONS .......
Total
TV
Non-TV
Day time
Day t i me
Homes
Homes
Homes
Homes
Homes
(2.87 1 )
( 1 .673)
(1,1 98 )
I 1 ,099)
( 1 .676)
35. 7%
29.3%
44. 1-%
26 . 2%
41 .6%
20.4
22.0
18.2
22.3
19.3
20.9
24.8
15.9
25.7
17.8
23.0
23.9
21 .8
• 25.8
100.0%
21 .3
100.0%
100.0%
100.0%
100.0%
102
108
93
110
98
1 IB
120
1 15
1 16
1 18
127
132
120
145
1 16
347
360
328
37 1
332
8. How does annual income of tv families, non-tv compare?
SOURCE: "Television's Daytime Profile," NBC TV Research Dept.
Tv family's income is 48% larger than non-tv home
Non-
Total
TV
Non-TV
Daytime
Day time
Homes
Homes
Homes
Homes
Homes
( 2 , 87 1 )
( 1 ,673)
( 1 , 1 98 )
( 1 , 099 )
( 1 , 676 )
17.4%
7.7%
30.3%
8.6%
22.0%
$2,000 - $2,999 . .
17.0
12.7
22.7
13.5
18.6
$3,000 - $4,999 .
36.4
40.2
31.3
42.2
33.5
$5,000 - $6,999 .
...... 16.7
22.9
8.4
22.6
13.5
$7,000 and over
...... 12.5
16.5
7.3
13. 1
12.4.
ALL HOMES
...... 100.0%
100.0%
100.0%
100.0%
100.0%
$4,250
$4,940
$3,330
$4,710
$4,020
9. When do tv families shop for household, grocery products?
SOURCE: "Television's Daytime Profile," NBC TV Research Dept.
Days of the week on which shopping was done by tv homes
Non-
Total
TV
Non-TV
Daytime
Day time
Homes
Homes
Homes
Homes
Homes
( 2 , 87 1 )
I I .673)
1 1 , 198)
( 1 , 099 )
( 1,6761
Made Any Shopping Trips On. . .
Monday .,.♦,,
46.4%
50.8%
40.6%
51.4%
43.7%
Tuesday
47.5
50.5 .
43.3
50.6
45.6
Wednesday
48.5
52.6
43. 1
52.8
46.3
Thursday
47.9
51.8
42.7
. 51.1
46. 1
Friday . . '.
56.6
62.4
48.7
62. 1
53.4
Saturday
67.9
66.5
69.8
67.6
68.2
Sunday . •
15. 1
18.4
10.6
17.2
13.7
TV BASICS
page 6
EVEN WE WERE SURPRISED!
serving 350,000
television homes
in Central California
REPRESENTED NATIONALLY BY
H-R TELEVISION, INC.
JOHN H. SCHACHT. C iqer
GEORGE J. KAPEL, Comnwrc ■! Manager
NEW YORK CHICAGO HOLLYWOOD SAN FRANCISCO DALLAS ATLANTA HOUSTON
10. What is the effect of tv on a new market or tv home?
SOURCE: "Strangers Into Customers" study for NBC TV Research by W R. Simmons
Brand Awareness
,,,1,— 74%
(Average of 6 TV Brands)
51%^**
mi * ■
40%" "■ m~m
• SET BUYERS
• "UNEXPOSED"
BEFORF TV
AFTER TV
2. TV-PROMOTED SLOGANS JUMPED UP 54%
Three-quarters of viewers knew slogans of six tv-
sold products after watching tv for several weeks;
before tv, less than half of the same viewers knew
same slogans. Instant Maxwell House slogan, for
instance, gained 150% as a result of tv push.
1. BRAND "AWARENESS" IS RAISED BY TV
In special survey conducted in Fort Wayne, Ind.,
before and after start I in fall of '53 1 of local tv
service NBC TV found that "awareness" of name
group tv-sold products went to new high (see
chart) among tv owners compared to non-owners.
Slogan Identification
(Average of 6 TV Brands)
• .SET BUYERS
• "UNEXPOSED"
i
— i
J
45% ^*"__J
JJ To ^^^^^^
aM«««*43%
^^^hjvMh^rkmm
t
BEFORE TV
AFTER TV
"Very Good'
(Average of 6 TV
• SET BUYERS
• "UNEXPOSED
3. VIEWERS CONSIDER TV BRANDS "BETTER"
Women were asked to offer their opinion of tv
brands on a scale ranging from "Poor" to "Very
good." Latter rating for every single tv brand went
up. Gain noted among "unexposed" (to tv) group
was tripled in video homes. Lilt went from 12%
to 17%; Cheer jumped up from 17% to 24%.
4. TV BRANDS ARE PREFERRED 2-TO-l
Pairs of competing products (tv brands and non-
tv brands) were checked before and after start of
local tv. The tv brands all gained, usually at the
expense of the non-tv, in general brand preference.
Which k Rpffar? ^-
i ^^45%
TV Set Buyers
ih~% ^g^^^^^^v fPMpHHflf
■faMHMlH^tofciMW
^*^"^^^fc
■
^*tJ/o
|||ppqp^p^^BHBB|Bifir3BBSnBH
BPWPWIPIPWwSrt^S^HBIIBiHi
3931
Siwwi^fi^^HipSBSiiiSiiiHifiii
• TV BRAND A NON-TV BRAND
■■ ArTM TV
5. BUYING OF TV BRANDS SHOT UP 33%
In less than four months, the average tv-sold brand
registered a 33% purchase increase among new tv
viewers in Fort Wayne. Same brands only jumped
12% among non-tv families. Non-tv brands were
hard-hit. Bab-0 lost 12% of customers; Ajax
gained 47%. Scotties doubled sales over pre-tv.
6. TV "SELLS BEST," SAID RETAILERS
Separate study was done among all food and drug
dealers in Fort Wayne after tv. Four dealers in
every 10 stocked new brands as a result of tv ad-
vertising. More than twice as many dealers named
tv as "national advertising doing best job of mov-
ing goods" compared to those naming other media.
Dealers gave the best displays to tv-sold products.
TV BASICS
page 7
We're moving more motor cars in motorized San Diego
4 1 r'c more than in 1 95 1
for a 1954 total of $160,956,000- worth!
This is more "automotive" sales
than Miami, Louisville or Columbus, Ohio!
We've got more people, making more, spending more
and watching Channel 8 more than ever before !
* Sales Mgt., 1955
KFMB
WRATHFR-U A ARFZ RKOVIn \STll
■JAL1F.
REr-RFSFNTFD BY PETRY
America's more market
1. What's the cost-per-1,000 commercial minutes of tv shows?
SOURCE: A. C. Nielsen. For two weeks ending 12 Feb. 1955
Cost-per-1,000 Commercial Minutes, by program type
Half-hour weekly shows:
MYSTERY DRAMA
Cost-per-1,000 commercial minutes
Homes reached Number of
I Average- Audience basis) tv shows
$3.70
5,816,000
TALENT VARIETY
$2.90
5,787,000
SITUATION COMEDY
$3.67
6,456,000
29
GENERAL DRAMA
$3.81 6,122,000
15
GENERAL VARIETY
$3.33
7,805,000
QUIZ-AUD. PARTIC.
$3.53
5,459,000
18
QUARTER-HR. SHOWS
$3.04
3,765,000
13
ONE-HOUR SHOWS
$2.54
8.332,000
18
2. How do basic day and night tv buys compare?
SOURCE: NBC TV Research, based on Nielsen data
Daytime can offer higher frequency for similar costs
Alternate week evening half-hour
(Average all evening Vi-hr. shows)
Six daytime quarter hours
(Two quarter hours in 3 shows)
Total Cost (1)
$57,000
$60,800
Cumulative rating estimate (2)
22.7
21.0
Different homes reached (2)
6,700,000
6,300,000
Frequency per viewing home (2)
1.0
2.0
Home commercial impressions (3)
18,300,000
35,300,000
1. Average all evening half-hour programs as of I 2. Estimate of evening show ratings for 1955. I 3. Using average-per-minute ratings of Nielsen
| Daytime based on turnover of 3.0 in two weeks. | Television Index to estimate commercial minutes.
1955 television season (time and talent).
TV B A S I C S \ we 8
Theic ore but a few of the
national and internationally
known cnlcrpnn •. located in
the Wheeling - Strubenville
Area:
Bloch Brot Tobacco Co
Columbia South. m Chemical Corp
Continental Foundry 0 Machine Co.
Follanibir Steel Corp
Foitoru Cljtt Co
Hammond Bag Ci Papir Co
Harker Pottery Co
H.in I Atlai Clan Corp
■| Mjfhm. Producti Co
Imperial CUit Corp
Motori Corp
Louit Mjri Toy Co
National Analine
| L Stifcl 0 Son\ Tutiles
Sylvama Electric Products Inc
U S Stamping Co
Wcirton Steel Co
Whi i ling Corrugating Co.
Wheeling Steel Corp.
. . . the Low-Down on the
UPPER OHIO VALLEY!
Wheels are whirring in the Wheel-
ing-Steubenville market — aptly called "the rich
Ruhr Valley of America." This is a major mar-
ket with an abundance of natural resources and
fuel; a plentiful supply of manpower has at-
tracted and continues to attract more big in-
dustry.
The industry is diversified, including steel, steel
fabricating, chemicals, pottery, glassware, paint,
toys, tobacco and textiles.
Smart advertisers have learned the best medium
to reach this rich market effectively and at the
lowest cost per thousand is WTRF-TV, Wheeling,
West Va. Within its coverage area there are
416,210 families, consisting of 1,409,300 people,
owning 307,400 television sets. The combined
annual spendable income of this market is
$1,973,985,000 or an average of $4,742 per
household.
WTRF-TV operates with 316.000 watts on chan-
nel 7, broadcasting 120 hours of programming
a week including top NBC and ABC shows, sup-
plemented by local originations of widespread
interest. Every survey made in the Wheeling-
Steubenville area has given WTRF-TV a sweep-
ing majority, the latest Telepulse indicating
that 63.5% of the tuned in audience between
12 noon and midnight dialed channel 7.
When planning any television campaign in-
tended to penetrate the major markets of
America, remember the "Ruhr Valley of Amer-
ica" and the best medium to reach it —
WTRF-TV. For availabilities call Hollingbery
or Bob Ferguson, VP and General Manager.
Wheeling 1177.
WHEELING, WEST VIRGINIA
Channel 7 316,000 Watts
/ . . tffei for network color
vy
11 JULY 1955
127
3. What are network per-telecast production cost averages?
SOURCE: Network Tv Comparagraph, appearing in alternate issues of SPONSOR. Costs below are from 27 June 1955.
Costs by types range from $200,000 on down
90 Min. "Spectaculars"
Av, per show:
$200,000
Half-hour Drama
Ay. per show; $28,000
One-hour Variety
Av. per show:
$66,000
Quiz, Aud. Partic.
Av. half hour:
$14,000
One-hour Drama
Av. per show:
$36,000
Network Participations
Av. per minute:
$4,250
Situation comedy
Av. half hour:
$30,000
COST RANGE of shows included in tabulations for chart above
varied widely by categories. Quiz shows ranged from a low of $4,500
Daytime Quarter-Hours
Av. per show:
$2,750
to a high of $25,000 weekly; hour variety shows ranged from $45,000
to a peak of $90,000 apiece. Drama shows all were close to average.
4. What's been the trend in spot tv spending in '53-'54?
SOURCE: N. C. Rorabaugh
Biggest spot tv users spent over $30 million
3rd Quarter
1953
4th Quarter
1953
1st Quarter
1934
2nd Quarter
1954
3rd Quarter
1954
4th Quarter
1954
DETERGENTS, SOAPS $874,658
TOILET SOAPS
SHORTENINGS
MARGARINES
DENTIFRICES
HOME PERMANENTS
SHAMPOOS
297,242
92,946
42,942
569,842
663,421
422,900
TOTALS $2,963,951
$1,399,101
273,272
97,620
514,836
1,024,254
415,415
511,043
$1,157,160
240,479
158.843
1,084,022
1,597,352
337,381
607.987
$2,327,278
305,530
209,014
722,793
1.612,558
699,289
388,366
$1,956,100
402,078
269.440
240,816
1,879.553
931,765
705,902
$1,521,911
344,708
411,508
504,702
1.865,458
353.983
533,986
$4,235,541
$5,183,224
S6.264.828
$6,385,654
$5,536,656
SHIFTING STRATEGY of key brand categories can be seen in
chart above, prepared by N. C. "Duke" Rorabaugh. Total net (not
gross) spending for time only was computed using maximum fre-
quency discount rates on stations used. Brands in study included
those of Colgate, Lever, P&G, Monsanto, Manhattan Soap. Babbitt,
Fels. Antell, Jergens, Mrs. Tucker's, Swift. Best Foods, Std. Brands.
TV BASICS
page 9
To SELJ your
best
ahoma . . .
^ SOURCE: Any and every single Hooper,
Pulse and A.R.B. in the past 6 years -^^
. . . area, metropolitan, recall,
diary and coincidental. Check ANY TV
rating of Oklahoma and if bears out
WKY-TV's continuing dominance.
For the latest, call your Katz
Representative.
Ownod and operated by THE OKLAHOMA PUBLISHING COMPANY: The Doily Oklohomon, Oklahoma 01* T.mei. The Farmer -Stockman. WKY, WSFA. WSFA-TV
lepr«i«nl«d by THE KATZ AGENCY.
1. How much money (gross) has been invested in net tv ('50-'55) ?
SOURCE: Publishers Information Bureau
NETWORK
1950
1951
1952
1953
1954
I955
First 3 Months
$6,628,662
$18,585,911
$18,353,003
$21,110,680
$34,713,038
$11,092,316
$13,011,831
$42,470,844
$69,058,548
$97,466,809
$148,222,650
$46,562,763
(No report)
$7,761,506
$10,140,656
$12,374,360
$13,143,919
$1,949,860
$21,185,692
$59,171,452
$83,242,573
$96,633,807
$126,074,597
$39,714,529
YEARLY TOTALS
liW/ $12,294,513
(JS50] $40,826,185
iffi/ 5127,989,713
fliS2\ $180,794,780
jM53] $227,585,656
fl954) $320,130,910
2. How much money have advertisers spent for spot tv time ('50-'55) ?
SOURCES: Federal Communications Commission; SPONSOR estimates; McCann-Erickson MILLIONS
190
100
75
50
190
100
75
50
1950— $25,034,000 1951— $59,733,000 1952— $80,235,000 1953— $100,000,000' 1954— $189,000,000'
Dollar figures show national spot revenues of stations AFTER trade discounts of fre- >SPONSOR estimate based on television |ndu«trv and rep forecasts
quency and dollar volume; REFORE commissions to reps, agencies, brokers. OMcCann Ertckson Central Research Dcpt. esir
TV BASICS pogeio
THE
USIC
AMERICA!
popular songs...
the hits of today and the enduring
standards of tomorrow.
production numbers..
hit tunes from the most successful
Broadway shows, past and present, and
notable Hollywood musical films.
rhythm and blues...
new Latin tempos, favorite blues, syncopation
and jazz— all unmistakably American.
folk songs...
work songs, play songs, regional songs,
mirroring the history of the American people
sacred music...
liturgical music, songs of faith, gospel hymns
expressing the religious beliefs of Americans.
symphonic and
concert works...
works of distinguished composers of
great classics, daring innovators as well
as creators in traditional patterns.
More than 3,900 writers and publishers
are constantly adding new works
to the extensive ASCAP repertory.
/dEk
... .•"
The American Society of Composers. Authors and Publishers
57S Madison Avenue, New York 22, N. Y.
what a difference
a year makes!
Jl TINE. 1054
TWO FIRST RUN NATIONAL PROGRAMS
4i HI 1/2H0URS 0F ,,,M ENTERTAINMENT
JUNE, 1055
EIGHT FIRST RUN NATIONAL PROGRAMS
*P^*\ 1/2-H01 RS OF FILM ENTERTAINMENT
Screen Gems 1955-1956 Production Schedule
PROGRAM
Adventures of Rin Tin Tin . . . ABC-TV. . . Fri., 7:30 p. m.
Captain Midnight.. . CBS-TV.. . Sat., 11:00 a.m.
Celebrity Playhouse. .. National TV Spot
Father Knows Best . . . NBC-TV. . .Wed., 8:30 p. m.
Ford Theatre . . . NBC-TV. . .Thurs., 9:30 p. m.
Patti Page Show. .. National TV Spot
Damon Runyon Theatre... CBS-TV... Sat, 10:30 p. m.
Tales of the Texas Rangers... CBS-TV... Sat, 11:30 a. m.
SPONSOR
National Biscuit Co.
Wander Co.
Falstaff Brewing
Scott Paper Company
Ford Motor Company
Oldsmohile
Anheuser-Busch
General Mills
ADVERTISING AGENCY
Kenvon & Eckhardt
Tatham-Laird
Dancer-Fitzgerald-Sample
J. Walter Thompson
J. Walter Thompson
D. P. Brother & Co.
D'Arey Advertising
Tatham-Laird
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES CORPORATION, 233 WEST 49th STREET, NEW YORK 19. N Y • ClRCU 5-5044
132
SPONSOR
1955 I III. FACTS B tSH ^ SECTlOh
TV FILM PROGRAMS REPRESENT 30',
OF ALL PROGRAM HOURS THAT STATIONS CARRY
Page Xumber
Q. What's the dollar value of t\ films? 1
Q. What type of film shows do stations use? 2
Q. Mow bi<; is audience of film "reruns"? 3
Q. How much "film time" do stations have? 4
Q. What arc basic tip* in buying films? 5
Q. What arc tips for making commercials? 5
Q. Dors film audience composition \;ir\? 6
Q. How do yon convert footage to time? 7
Reprints trill he arailable at 2.1c each. Qtianfitw price* on rrqtiest.
.Itfdress Sponsor Services. Inc.. 10 B. tUth .St.. Vcir York 17. V. Y.
I The extent Him is used in television
1. What's the dollar value of the tv film program business today?
SOURCE: SPONSOR estimate, based on consensus of industry leaders
A forty-fold increase in seven years.
Tv films (syndicated shows and features)
have become a major branch of entertain-
ment industry in less than decade. Film
commercials would add another $10 million.
More than 140 firms are now in the field,
from smalt independents to big "majors."
1948
1955
2. What percent of all programing does local tv film represent?
SOURCE: "Film Manual, 1955" of NARTB. Based on survey of U.S. tv stations.
STATIONS IN
Group 1
41.3%
STATIONS IN
Group 2
40.6%
STATIONS IN
Group 3
26.5%
STATIONS IN
Group 4
26.1%
STATIONS IN
Group 5
32.1%
Kxplanalion of «tatin;i groupings is under chart below.
3. How many hours per week of local station programing are on film?
SOURCE: See question 2 above.
Average Hours Per Week
All-station
Group 1
Group 2 Group 3
Group 4
Group 5
average
Network hours
. 21:17
32:58 57:36
60:23
5 5:04
50:35
Local hours
. 42:40
42:56 45:58
53:52
60:12
47:50
Live
16:17
12:07 18:34
24:00
23:15
18:26
Film
. 26:23
30:49 27:24
29:52
36:57
29:24
Total operating hours.
. 63:57
75:54 103:34
114:15
115:16
98:25
Two charts above are from 1955 survey by NARTB to which 106 tv
outlets in all parts of the U.S. replied. Stations are grouped as
follows: Group 1: up to 50,000 tv families; Group 2: 50-150,000;
Group 3: 150-500,000; Group 4: 500-1,000,000; Group 5: over
1,000,000 tv families. First chart shows clearly that tv films
(syndicated shows, features) are an important segment of the
total programing, network and local that stations carry; the aver-
age for all stations is almost exactly 30%. Second chart shows
that number of hours of local tv film programing at stations
in large or small tv markets tops amount of local live programs.
FILM BASICS I page 1
4. What type of tv films do stations use (by weekly hours) ?
SOURCE See question 2 at left.
Feature film* lead in hours-used each week
Feature film
Group 1
Group 2
Group i
•up 4
Group 5
All
stations
Morning
Afternoon
Evening
6.0
8.4
.9
5.3
7.4
1.8
5.7
6.5
1.5
7.7
11.1
2.0
7.1
11.5
1.4
6.1
7.9
Total
14'A
13.6
14.0
20.3
20.6
15.4
Syndicated film
Morning
Afternoon
Evening
A
5.5
.2
1.6
7.4
.2
1.6
6.1
.4
1.8
5.0
.4
2.3
6.2
.3
1.6
6.2
Total
5.9
9.2
7.9
7.1
8.9
8.1
Short subjects
Morning
Afternoon .
Evening v
1.1
.7
1.9
.9
.5
1.0
.5
.7
1.1
.2
.9
3.3
.9
.4
1.4
.6
Total
1.8
2.8
2.0
2.0
5.1
2.4
Film produced by station
Morning
Afternoon
Evening
.1
.8
.4
.1
.2
.1
.3
.2
.5
.1
.3
Total ...
.9*
.4
.3
.4
.7
.4
Free film
Morning
Afternoon . .
Evening . .
.1
1.3
1.4
.2
1.6
1.3
.6
1.3
.5
1.0
1.0
.3
.1
.8
.5
.5
1.3
.7
Total
2.8
3.1
2.4
2.3
1.4
2.5
Total Film Hours
Morning
Afternoon
Evening . .
.1
8.9
. 16.8
1.3
10.4
17.4
3.1
9.7
13.8
3.7
11.6
16.9
3.6
13.5
19.6
2.6
10.5
15.7
Total
25.8
29.1
26.6
32.2
36.7
28.8
5. What percent of U.S. stations can telecast tv color films?
SOURCE: SPONSOR survey of U.S. tv stations. |unc 1955
EQUIPPED
STATIONS WHICH EXPECT TO BE EQUIPPED BY
17%
COLOR FILMS
END OF
1955
10%
I \I> OF
2\%
[ \I> <>r
2%
Mi PI KIMTK
I (il OH I'l \N^
50$
F'>r further details S fl section. Colorcasting of films ai Ick.i1 lev cl lair* behind telecasting o4 network color
FILM BASICS M
NOW
...the first
top situat
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to hit syndicated TV
Available firsf-rnn
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Hilarious half -hour
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it
of film progratns
I
1. Can film rerun shows still draw large tv audiences?
SOURCE: A. C Nielsen analysis of repeat telecasts during summer and winter of 1954. Total of 254 reruns on 24 different program series are included in study.
Summer ratings drop but share holds up well on reruns
NIELSEN RATING
SHARE OF AUDIENCE
31.0%
22.0%
47.2%
43.1%
Original
Average of the 254 repeat film telecasts checked by
Nielsen is 29% lower in rating than the original. But,
as Nielsen points out, "since the potential audience is
considerably lower during the rerun times, a more ac-
curate appraisal involves share of audience and average
minutes viewed." The average rerun show gets a share
of audience that is 91% of the level of the original.
No "mass walkout" on tv reruns
AVERAGE MINUTES VIEWED
23.5 mins.
22.0 mins.
Original
Reruns also hold audiences
who dial them, even if large
percentage has seen it be-
fore. Rerun is less than
two minutes below level of
first run in terms of min-
utes spent viewing a show.
2. How do summer and winter rerun audiences compare?
SOURCE: See above.
Winter season repeats are only 20% "off" in rating, and almost a match in share of tv viewing audience
NIELSEN RATING
Original
28.1%
Rerun
Original
28.1%
Rerun
WINTER
SUMMER
Special break-out of summer and winter re-
peats were part of Nielsen study. Summer
repeats fell between 15 June and 15 Sep-
tember; winter reruns at any other time.
Charts give admen a chance to find out how
well a rerun show will do if it runs in the
same season as the original show (not just
summer vs. winter). In terms of ratings,
winter repeats (there were 53 last year)
were only 20% lower than the first runs.
SHARE OF AUDIENCE
Original Rerun
43.3%
Original Rerun
38.7% 425% 39.3%
WINTER
SUMMER
Summer repeats were 34% lower than the
originals. But winter rerun shares of tv
viewing audience were only off an average
of 11%. Summer repeats were off even less
— 8%. The reruns in both seasons also
held up strongly in terms of average num-
ber of minutes of viewing. Winter repeats
were down 5% and summer repeat shows
were down lc'< . Admen therefore can safe-
ly assume reruns will draw at any season.
FILM BASICS I pave 3
11 JULY 1955
139
fl
/// Availability of time far iilwn
1. How much "film time" is left locally to network affiliates?
SOURCE: SPONSOR survey of major tv networks June 1955
Black portion is "network option"; white is "local option'
ABC
CBS
DTN
NBC
A.M.
8:00
9:00
10:00
11:00
Noon
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
P.M.
EAST
ROCKIES
PACIFIC
MIDWEST
EAST
ROCKIES
PACIFIC
MIDWEST
EAST
ROCKIES
PACIFIC
MIDWEST
EAST
ROCKIES
PACIFIC
MIDWEST
Option setup varies widely: With the U.S. developing more and
more toward eventual pattern of three (and perhaps four) tv sta-
tions in major cities, adherence to pattern of "network" and "local"
time shown above is more widely maintained than last year.
Generally speaking, non-network film advertisers must look to
the "white" portions of the chart above in discussing film avail-
abilities with network-affiliated stations. Hours shown are for
regular weekday scheduling. With few exceptions, the same pat-
tern is held on weekends too.
The charted time segments, however, are not strictly held at all
times. Since tv viewing peaks at night, networks have edged in
earlier, and later, than the times shown here. ABC TV, for in-
stance, televises John Daly News for Miles Laboratories across-the-
board at 7:15 p.m. NBC and CBS tv webs have a near-full schedule
of shows running now in late-evening slots which are technically
page 4
"station time." Also, both NBC and CBS have marginal-hour shows
like Morning Show and Tonight which operate in what is strictly
"station time," though the station has the right to refuse to carry it.
There is another side to the coin. Powerful affiliates in two-sta-
tion markets sometimes refuse to clear for a network show in net-
work time, using their 10:30-11:00 p.m. slots as a bargaining
weapon. Then, they will occasionally sell a prime slot to a local
or national spot advertiser, usually for a film show. This is true
to some extent of the stations that make up the Vitapix-Guild
tie-up, who have allotted some five hours weekly for the sole
purpose of airing only Yitapix-sold shows.
Independent stations do not face this problem at all. Thus,
some stations in New York and Hollywood do almost all pro-
graming on film.
with RCA's TT-10AL
With recent design advances, RCA engineers
have increased the power output of the
TT-10AL VHF transmitter. This popular
transmitter now delivers a full 1 1 KW of peak
visual power (low band) — measured at the
output of the sideband filter. If you need this
extra KW, it's yours now.
Costs no more than the original 10-KW
design— and of course it can handle color.
With power increased to 1 1 KW, RCA's
exclusive TT-10AL — in combination with
an RCA 12-section antenna — is the most
outstanding VHF system in the indu*-
• delivering 100 KW ERP at the lowest
operating cost of any VHF equipment pack-
age now available.
RCA 1 1 kilowatters are ready to ship. Order
m yours now for early delivery. For complete
details, see your RCA Broadcast Sales Repre-
sentative. In Canada, write RCA VICTOR
Company Ltd., Montreal.
Ask your Broadcast Sales Representative for
literature describing RCA's new 11-KW
design for channels 2 to 6.
RCA Pioneered and Developed Compatible Color Television
•
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For Color
or Monochrome
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WRITE • WIRE • CALL FOR AN AUDITION PRINT AND FULL DETAILS!
SOURCE: SPONSOR survey of leading agencymen, film distributors
la Production quality: Don't be afraid to check closely on a
producer or distributor's industry reputation. The successful vet-
erans are proud to screen samples of series they've produced. Pilot
films of yet-to-be-completed series aren't always a good guide. Pro-
ducers sometimes overspend to get a good pilot, ease up on others.
9a Contract protections: Clients should check carefully as to
the coverage they have against nuisance lawsuits, damage to film
prints, and other questions of legal protection. With film costs on
the rise today, clients should work out an equitable scale of "esca-
lator clauses" in the event of union increases on new film shows.
■£■ Financial backing: Most large film distributors today have
survived because they are well-financed. Still, always check the
financial reliability of film program source. Some clients even
require producers or distributors to post bonds. This will guar-
antee the delivery of a film series that's still in production.
Wa Reruns of tv films: The film market is flooded today with
rerun properties. Many have excellent ptdling power, however.
But it's wise to look closely at ratings cited as "typical," whether
the show originally ran on a network or in local syndication. Best
bet : look at season averages for the nation, or for many markets.
<$■ Distribution: Film is a fragile thing. In major non-network
film deals, always check the syndicator's distribution and inspec-
tion facilities. Stations are notoriously "rough" on tv film. If
prints are to be rotated between stations, it's best that they be re-
turned to a central point for checkups for breaks, bad cutting.
/■ Pricing: In the tv film field, prices vary widely between sim-
ilar program series and comparable markets. Reruns generally
cost less than brand-new, first-run shows. Don't use a low price
as your main guide any more than you'd buy only on the basis of
a tv rating. Look also at production quality, audience composition.
•»■ Scheduling: Non-network lineups for a single advertiser of
75 stations or more are not uncommon. But, syndicators rarely
give more than a dozen prints without extra charge. Be sure to
allow enough staggering of starting dates so this amount of prints
can be "bicycled" between stations. Extra prints can be costly.
Oi Time contracts: In a multi-market film program deal, check
closely on your contracts for time with local stations. Are you
guaranteed a "make-good" in your regular time slot if your sbow
is "bumped" for a special telecast? Do you have the proper rate
protections? Advice of agency timebuyers can save you much grief.
2. What are the basic tips in making tv film commercials?
SOURCE: SPONSOR survey of agencies, commercial producers, syndicators
JLa Show talent: If you're making film commercials to be in-
serted in a multi-market syndicated film program series, check to
see if star talent from the show is available to make commercials.
Most film stars are. Costs are reasonable, since shooting is sand-
wiched into weekly schedule of producing syndicated film shows.
9a Scene timing: A common mistake in film commercials is to
jam in too many short scenes with too many copy points. The re-
verse, leaving a scene on-screen so long it becomes static, also
weakens impact, makes viewers fidget. There's no easy solution. It's
best to evolve storyboards in conjunction with veteran producers.
£m Audio vs. video: A good tv film commercial, many experts
feel, should be capable of selling through audio portion alone.
But don't make your commercial merely filmed radio "sell." Right
balance is achieved when you have a good clear product story to
tell orally and integrate your selling with proper demonstration.
Ob Demonstration : Most effective film commercials, from a
sales standpoint, are considered to be those built around smooth,
sincere product demonstration. But beware of giving "demonstra-
tor" an overly complicated task. It distracts from his or her
sales ability even if done right, means expensive retakes if wrong.
3a Talent fees: Don't try to be a C. B. De Mille. Union
charges for actor in commercials come high. Adroit storyboard
planning can keep number of actors to functional minimum, per-
haps even reduce human element to shots of hands, stock shots,
clever vocal "sell." Use of music libraries can cut talent costs.
# a Lip synchronization: Be sparing with "lip-sync." It means
expensive processing and lab work. In demonstrations, you'll cut
costs if you start a scene with lip-sync, then shift to a voice-
over technique using closeup of hands in action, and then
finish off with lip-sync. This also lowers your film talent fees.
■»■ Special effects: Go easy on the trick opticals. Memorability
research (by Schwerin et al.) shows that the over-produced film
commercial, replete with fancy splits, wipes, animation, is often
pretty to watch, but lacks punch of many simple commercials.
Ill' i ts should be used sparingly. Besides, they are often expensive.
Oi Two-for-one shooting: If your tv campaign calls for both
one minute announcements and station breaks, you'll save money
if you plan your shooting carefully. Storyboards should be devel-
oped so that a 20-second or 30-second segment can be lifted intact
out of the minute commercial. This avoids extra talent charges.
IV Tips an buying film
1. What are the basic tips in buying syndicated film shows?
1 1 M BASICS i Pao* 5
FIRST in the land of 10,000 lakes!
Seven years ago, KSTP-TV went on the air—
the first television station in the rich Northwest.
Since that time, KSTP-TV has added many
"firsts" to its record — first with maximum power,
first with color TV— and has maintained leader-
ship in this Four Billion Dollar market!
This year, KSTP-TV is breaking all sales rec-
ords with summer sales reaching new peaks. The
reasons are simple. Alert advertisers know that
more than 2} > Million people will visit the
"land of 10,000 lakes" this summer and that they
will spend nearly 50 Million Dollars here in
July alone!
These advertisers also know that KSTP-TV
has earned a listener loyalty through superior en-
tertainment, talent, service and showmanship
that means sales. That's why it's the first buy in
this important market.
For further information, contact your ne
Petry office or a KSTP-TV representative today.
IANNEL
5
MINNEAPOLIS • ST. PAUL Bask NBC Affiliate
EDWARD PETRY ft CO., INC. • NATIONAL REPRESENTATIVES
11 JULY 1955
145
3. How does tv film audience composition vary?
SOURCE "U.S. Pulse Tv." April 1955
Syndicated shows attract wide range of viewers
Segments of tlu- t\ viewing audience — men, women, teen-
agers, children — can be pinpointed through the selection
of the right type of tv film program.
I he chart below, taken from the spot film section of
the \|iril 1955 "U.S. Pulse Tv" report, itemizes the audi-
ence composition of all of the well-known tv syndicated
programs covered in the Pulse report. The checkup cov-
ered 22 major < ities.
Examination of these audience figures will reveal many
important clues to spot film advertisers. For example,
the) make clear that different types of film shows defi-
nitel) attract different audiences. Westerns, like "Annie
Oakley" or "Gene Autry" draw nearly half of their audi-
ence per 100 viewing homes from small fry; programs
with a definitely adult appeal, like "Foreign Intrigue" and
"I Led Three Lives" draw more than 80' c of their viewers
from the ranks of the grownups in homes viewing the
shows throughout the U.S.
Ihere are, however, some interesting variations from
these obvious cases. Women viewers have a surprisinglv
strong taste for high adventure and police drama. They
rarely number less than 30% of the viewers of such shows
as "China Smith," "Mr. District Attorney," "Passport to
Danger," and "The Whistler"; often, they comprise 50%
or more of the audience. They also like musical shows.
Teenagers follow no particular pattern. About 10%
of recording star Frankie Laine's audience is from the
teen group, but about the same percentage can be found
in the audiences to "Racket Squad," "Star Showcase/'
"Waterfront," and "Little Rascals."
Men only represent about 26% of the "Liberace" audi-
ence, but soar to 45' { of "Inner Sanctum" viewers.
,.-<\'X ■f<Z'\ *••'■'*■
AUDIENCE
COMPOSITION
Syndicated film show:
Abbott & Costello
AH Star Theatre
Amos 'n' Andy
Annie Oakley
Badge 714
Biff Baker U.S.A
Boston Blackie
Captain Gallant
Captured
China Smith
Cisco Kjd
City Assignment
City Detective
Colonel March
Conrad ISagel Theatre
Corliss Archer
Cowboy G-Men
Dangerous Assignment
Death Valley Days
Dick Tracy
Douglas Fairbanks Presents.
Eddie Cantor Show
Ellery Queen
Facts Forum
Falcon
Famous Playhouse
Favorite Story
Flash Gordon
Florian Zabach
Follow That Man
Foreign Intrigue
Frankie Laine
Gene Autry
Hans C. Andersen Tales ...
Heart of the City :....
Hopalong Cassidy
I'm the Law
I Led Three Lives
1
\5v
1 ^
jj
Per 100
viewing
homes:
•
Men
Women
Teen
Children
Total
21
41
19
107
188
47
72
16
49
184
77
74
19
36
206
40
52
21
98
211
73
72
22
86
253
88
80
19
26
213
88
81
22
30
221
56
51
25
61
193
79
66
18
43
206
79
76
19
34
208
48
29
31
96
204
61
74
23
37
195
83
79
19
11
192
87
72
15
7
181
71
89
19
16
195
50
74
25
48
197
51
47
21
85
204
84
88
15
17
204
77
71
21
52
221
31
52
23
98
204
79
86
18
10
193
84
87
22
18
211
83
82
18
7
190
79
76
13
6
174
85
85
12
9
191
71
83
12
16
182
75
91
13
19
198
48
55
19
91
213
56
85
16
21
178
69
84
19
27
199
86
93
25
7
211
71
83
19
8
181
53
60
18
96
227
51
59
16
66
192
64
81
16
29
190
66
53
19
99
237
81
86
10
26
203
81
82
18
37
218
AUDIENCE
COMPOSITION
Syndicated film show:
Inner Sanctum
Inspector Mark Saber
International Police
Janet Dean R.N
Jeffrey Jones
Joe Palooka
Kit Carson
Laurel & Hardy
Liberace
Life of Riley
Life with Elizabeth
Little Rascals
Lone Wolf
Man Behind the Badge
Mayor of the Town
Mr. District Attorney
Mr. & Mrs. .North
My Hero
Passport to Danger
Playhouse
Racket Squad
Ramar of the Jungle
Range Rider
Secret File L.S.A
Sherlock Holmes
Space Ranger
Star & the Story
Star Showcase
Stories of the Century
Superman
Terry & the Pirates
Victory at Sea
Visitor
Waterfront
Where Were You?
Whistler
Wild Bill Hickok
NOTE: Survtytne was done In first week
Per 100 viewing homes:
-
Men
Women
Teen
Children
Total
89
85
19
8
201
67
61
23
48
199
84
91
22
21
218
66
92
16
11
185
77
80
14
23
194
57
77
25
33
192
51
46
25
86
208
44
41
24
87
196
46
92
22
17
178
75
72
31
24
202
72
86
16
32
206
41
53
24
95
213
74
83
16
25
198
77
79
16
31
203
71
87
22
18
198
81
89
16
9
195
83
88
24
13
208
62
76
16
35
189
73
67
19
9
168
63
81
16
28
188
73
80
17
19
189
39
36
23
93
191
59
41
23
88
211
67
76
23
31
197
75
77
17
33
202
36
31
22
93
182
71
86
16
21
194
45
81
19
35
180
193
182
66
77
19
31
35
27
24
96
38
30
21
83
172
69
73
24
56
222
66
77
19
34
196
79
79
21
13
192
64
72
18
34
188
81
91
21
9
202
38
31
22
93
184
of March 1955
BA
page 6
The direction- of any fit
portant part in obtaining the
At Precision, expert guidance through each
producers, cameramen and director* the
All of which leads to another fomi of direr
York to Precision. That's the rtffQ direct
film processing problem.
In everything there is one best . i\,\fil
rocedure where experience plays an im-
is in the film processing laboratory.
the processing operation assures
sible results.
West of 5th Avenue on U6th Street in New
you wherever you are and whatever your
P\R\E\C\I
S I 0 N
FILM
L A B O R A
O R I
^#\\ N
c
N . Y
A division of J. A. Maurer, Inc.
11 JULY 1955
147
Di**°
1
ui
A3?
?^s
tffi*
^o^
^f>
*****
*****
***'
»h~
^^
All These Guild Shows . . .
READY NOW FOR REGIONAL
AND NATIONAL SPONSORS
CONFIDENTIAL FILE
Paul Coates' crusading behind-the-scenes report on
America . . . with candid closeups of its people and
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THE GOLDBERGS
On their 25th anniversary The Goldbergs have
moved to Haverville, U.S.A. and Molly's having
the time of her life . . . with new friends, a new
home, and fresh new adventures. Now, all America
will love Molly, (the country's greatest saleswoman,
too!) more than ever.
GUILD
460 PARK AVENUE • NEW YORK 22. N. Y.
FILMS
IN CANADA: S. W. CALDWELL. LTD.. TORONTO
MUrray Hill 8-5365
;
It's Here! A National and Regional Spot Plan That
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YITAPIX PROVIDES THE TIME ... AND GUILD PROVIDES THE PROGRAMS
I SPY starring RAYMOND MASSEY
Distinguished actor, Raymond Massey, brings you
the true and exciting stories behind history's most
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INA RAY HUTTON SHOW
1 he rirst truly original musical personality to come
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wsb-tv Atlanta, Georgia KDUB-TV
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W MAR-TV Baltimore, M<1. KSTP-TV
\s \ n i Birmingham, Ala. wsm-tv
wbz-tv Boston, Mass. wkhc-tv
WGR-TV Buffalo, N. Y. WDSU-TV
WMT-TV Cedar Rapids, la. WTAR-TV
WBTV Charlotte, N. C. WKY-TV
WQN-TV Chicago, 111. WOW-TV
wkrc-tv Cincinnati, Ohio KPHO-TV
WXEL-TV Cleveland, Ohio WPTZ
wdak-tv Columbus, Ga. kdka-tv
wbns-tv Columbus, Ohio WGAN-TV
whio-tv Dayton, Ohio KOIN-tv
kl/.-tv Denver, Colo. wjar-tv
WWJ-TV Detroit, Mich. wsls-tv
wgbs-tv Ft. Lauderdale, Fla. wham-tv
kfjz-tv Ft. Worth, Tex. whbf-tv
wmbv-tv Marinette-Green Bay, Wis kwk-tv
wfmy-tv Greensboro, N.C. ksl-tv
wfbc-tv Greenville, S. C. WOAI-TV
kprc-tv Houston, Texas kron-tv
ktvh Hutchinson, Kan. kinc-tv
wfbm-tv Indianapolis, Ind. WHBN-TV
WKZO-TV Kalamazoo, Mich. wspd-tv
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wgal-tv Lancaster, Pa. kwft-tv
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Portland, Maine
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Providence, R. I.
Roanoke, Va.
Rochester, N. Y.
Rock Island, 111.
St. Louis, Mo.
Salt Lake City, Utah
San Antonio, Tex.
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Tulsa. Okla.
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VITAPIX provides desirable time periods in all
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460 PARK AVENUE • NEW YORK 22. N. Y. • PLoio 8-3013
4. How do you convert minutes to footage (and vice versa) ?
SOURCE: Screen Cems, May 1955
Admen often fare the troublesome task of figuring out
what, exactly, is the running time of so-and-so feet of 16
or 35 mm. commercial footage. Just as often, the reverse
problem, of determining how many feet of film are in a
20-second announcement or a full-length film program,
pops up at agency tv departments.
A handy solution appears below in the form of a chart
developed by Screen Gems' Peter Keane, the Columbia
Pictures subsidiary's top technical man. It's based on the
standard rates of film travel in tv projectors.
It works like this: To convert odd lengths of 35 or 16
mm. footage into running time, accurate to within a third
of a second, break the total film length down into the
basic lengths shown in the tables (first thousands of feet,
then hundreds, then multiples of ten, then single feet) and
then look up the running time for each segment. Then,
you merely add them up for the correct answer.
1 he process is reversed to convert time into footage. You
add up the footage counts for the nearest number of whole
minutes, then seconds, you're working with.
Here's an example: Suppose you have a 16 mm. film
reel that's 522 feet long. What's the running time? Well,
360 feet is 10 minutes. And, 144 feet is four minutes.
And, 18 feet is 30 seconds. Answer: 522 feet of 16 mm.
film is a program that is 14:30 long.
Here's another: Suppose you have to have a 35 mm.
film commercial that runs a minute and a half. How many
feet is that? Well, 100 feet runs a little more than a min-
ute. And, 30 feet will run exactly 20 seconds. The differ-
ence of three and one-third seconds, will be matched with
a five-foot length. Answer: 135 feet of 35 mm. film runs
1:30.
Screen Gems even has a slide rule version. It's avail-
able to tv admen, film editors without charge.
TABLE CONVERTS FILM FOOTAGE TO TIME OR VICE VERSA
FOOTAGE TO TIME
FOOTAGE
TO TIME
TIMEWFOOTAGE in 35mm. .
... in
16mm
in
35mm
f
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FILM BASICS
page 7
ARB PROVES
I
CHANNEL 7
AUSTIN, TEXAS
CHANNEL 14
WACO. TEXAS
UNDUPLICATED COVERAGE
OF CENTRAL TEXAS
SPJl
According to ARB (March, 1955)
96% of the viewers in Austin,
Texas, watch KTBC-
TV more than 3 times
per week.
75% of the viewers in Waco/
Texas, watch KANG-
TV more than 3 times
per week.
85% of the viewers in Temple,
Texas, watch KTBC-
TV, Austin, more than
3 times per week.
KTBC-TV
Channel 7 • 245,000 Watts
Austin, Texas
CBSNBCABCDUMONT
WHen you buy
You get this extra
coverage in Central
Texas fR|E
WACO*
• TtMPll
LAMPASAS- FT. HOOO-SIITON
KUUEN-CAMEtON
'National Representatives
PAUL H. RAYMER
COMPANY. INC.
THE TOP
NETWORKS
„,-,., KANG-TV
Channel 34 • 18,600 Watts
PROGRAMS Waco, Texas
CBS ■ ABC
soon OIAI/IA/
MAXIMUM OlOIVff
fAW!>ABOUT -
/%u<>xk&&{ POWER*
In Nashville, if you listen, you'll hear a steady "rapping" . . .
it's advertisers, knocking on our door to buy time on WLAC radio's TOP
daytime personality shows! Yes . . . our "Old but New" personality
programs are getting results!
Why? Because they are up-to-date . . . because their shows
are well-rounded . . . because they are beamed to specific audiences!
WLAC-RADIO'S personalities are getting the best results ever!
• You want to sell the Nashville market? Buy WLAC-RADIO Personalities!
BROADCASTING SERVICE OF LIFE AND CASUALTY
INSURANCE COMPANY OF TENNESSEE
REPRESENTED BY THE KATZ AGENCY
-^ Reading from left to right: BILL JOHNSON, with Time for Everybody." 7 to 7:50 am. Daily;
MARY MANNINC. with "Woman's World." 8 1 5 to 9 am. Daily:
AUDREY HOLMES, with "Lady of the House." 10:30 to 11 am. and 2:50 to 3:15 p.m. Daily;
BILL "HOSS" ALLEN with "Today's Top Five." 4 to 5 p m. Daily
152
SPONSOR
1955 I III. I iCTS B ISH - SECTION
SPOT
Buying strategy is shifting with more advertisers interested in after-
noon and evening time. Timelmyers today feel spot radio can be
better buy than at any previous time if it's bought creatively and
without prejudice (see quotes herein). Coverage starts page 1 •"> I
NETWORK
"Strip" network advertisers aow outnumber regular program advertisers
more than two-to-one as advertisers shool for big cumulative audien
Buying patterns offer maximum flexibility, with multiple insertions
easy to buy on all net-. Network coverage ~t.nl- page 170
SPOT RADIO
• Spot radio's steady billings growth over the years of tv's rise will
continue. Advertisers won't be spending as much per announcement but
saturation frequencies plus use of the medium by completely new accounts
will mean greater over-all spending in national spot than ever before
• Concept that it's more important to pinpoint the type of people
who buy your product than it is to get a high mass rating will grow
• A big upsurge in use of spot radio will follow regular publication of
figures on spending in the medium by individual advertisers. (For first
published list of dollar expenditures in spot by major clients as com-
piled by SPONSOR see page 49.) Some form of industry dollar spend-
ing list, like those of other major media (PIB, etc.) is inevitable
• You may not recognize radio programing two or three years hence.
It will shoot for excitement with fullest exploitation of tape news and
feaure techniques designed to get the community talking about radio
Buying trends
Q. What trends characterize
spot radio in fall 1955?
A. One of the most significant
changes this year is the reevaluation
of periods other than over-crowded
early-mornings. Several factors have
contributed to the trend toward buying
day and nighttime radio:
1. Readjusted rate structures, in
many cases eliminating Class "A
prices, have made nighttime radio more
attractive.
2. Advertisers and agencies have
learned to look at audiences delivered
in relation to cost and availability,
rather than merely in terms of tv
competition.
3. Early-morning radio did such a
fine job for advertisers that they
looked radio over again whenever
early-morning was scarce.
Here is some of recent client activity
that characterizes the trend away from
morning-only radio:
Regular Maxwell House Coffee,
through Benton & Bowles, used to buy
mornings only, is now moving into
afternoons as well. In this instance,
reps sold them on the idea.
Pall Mall used to have a "no radio
after 9:00 a.m." ruling. About three
months ago the cigarette firm, via
SSCB, bought evening radio schedules
in virtually every major market. Its
reasoning: Nielsen figures proved that
the buy gave an excellent cost-per-
1,000. Said Walter Bowe, timebuyer
for Pall Mall: "Of course, we're just
moving in a limited way. It's not a
wholesale return to nighttime radio,
but a return nonetheless."
Herbert Tareytons use pretty much
a round-the-clock schedule from 6:00
a.m. to 11:00 p.m.
Sunoco, through Ruthrauff & Ryan,
which bought mornings primarily last
year, now buys 4:30-7:00 p.m. Says
the agency: "If we wanted to stay in
radio, we had to reexplore afternoons
and evenings to get the schedules we
wanted."
Lever Brothers' Surf, through BBDO,
is exploring local personalities on
radio throughout the day for its fall
campaign.
Pal Blades, also via BBDO, has
turned to news and sports adjacencies
during late afternoon, is moving into
several markets with 5:00-8:00 p.m.
schedules, rather than last years'
morning-onlv announcements.
Beyond the exploration of other than
7:00-9:00 a.m. periods, there's a
definite reevaluation of eveningtime
listening. Such research as a Pulse
Study made for RAB in December
1953 is gradually gaining attention in
client offices. That particular study
showed that 85 % of all businessmen
are regular radio listeners, and in this
proportion throughout the day: morn-
ings, before work — 58 % listen regu-
larly; mornings and afternoons at
work — 17% listen regularly; evenings,
after work — 58% listen regularly; at
bedtime — 23 % listen regularlv. It's
significant that evening and early-
morning listening are on a par.
Q. How do timebuyers look at
spot radio in 1955?
A. Mediamen at the top radio-tv
agencies feel that spot radio today can
be a better buy than it's ever been, if
it is bought creatively and without
prejudice. Thev point out that the
rate structures have generally been
adjusted and that changes in program-
ing and in selling radio have made
spot radio more attractive in 1955.
Here are some typical comments
from timebuyers at major agencies:
154
SPONSOR
Dancer-Fitzgerald-Sample "Satura*
don buys are continuing, in fact, we re
generall) buying more frequency 1 1 1 i -»
year than last, -ill other factors being
equal M\ definition of saturation is
to reach s high (70-90$ | of the
people at [east three or Four times a
week. In a one-station market thi-
mighl In- achieved with 1 5 announce-
ments weekly."
Phis agency i- the largest I .S. radio
agencv. with SI!! million in radio
billings in 1954.
Scheideler, Beck & W ernei "Earlj
morning and 5:00-7:00 p.m. are still
the most popular times, hut people are
finding evening more desirable because
of rate adjustments. Minutes are more
popular than anything, and not as
tough to gel now a- in days when
more shows were commercial.
Big radio spenders within this
agencj are: Manhattan Soap Co., Ster-
ling Salt, Mueller's Macaroni.
Ogilvy. Benson & Mather — '"The
pressure for earls -morning time has
let oil a hit. herause agencies find they
can make up for lower ratings of day-
time radio through cost and frequene\
and that it pays out for women's
products in terms of pinpointing an
audience. We have no formula for
saturations, but we feel that 10 to 15
announcement-, a week won't do a thing
today. We figure 50( o of the people in
a market as an approximate objective
and with 2.0 rated spots it might take
70 a week to get 40rf , plus maybe
another r>0 announcements a week to
get the other 109? •'"
Benton & Bowles — "Radio availabil-
ities are tighter this fall than last,
because people are coming back into
the medium. Some of the so-called
prime evening times are popular again
because of rate reductions and because
advertisers are finding out that there
are tv markets where people do listen
to radio during the evening."
J. \\ alter Thompson — "We generally
buy early-morning and early-evening
for men's products, daytime for
women's. The situation hasn't changed
materially since last year, except that
rates have fallen in line. New develop-
ments may, however, result from the
effect of Monitor on weekend radio
and upon the programing structure all
told."
Biow-Beirn-Toigo — "It is our firm
HOW BUYERS VIEW FALL SPOT RADIO
CLIFF BOTWAY
Damn Fitzgerald-Sample, N. Y.
"This fall Bpol radio frequenc)
will he up in general. The old
ua\ - of buj ing spot radio on
a five- or six-a-week basis
have virtual!) disappeared
except in isolated in-tan. es.
BrinkerhoQ A. II illiams, \. Orleans
"In ordei t vei a market well with
i nil... ,i |.ir. i i i- b -t oil l.\ spread-
ing bis w beduli ovei all the statii
in the market, rather than throwing the
lull -aim ation * hedllle into one."
ARTHUR PARDOLL
Foote, Cone & Belding, New York
" \moni: the overlooked buj a in radio
i- weekend radio. The trend toward
examining daytime, rather than early-
morning onlj during the week is
well undei waj . but weekend radio
-till has t me into it- ow n.
ANN JANOWICZ
Ogilvy, Benson & Mather, S. Y.
"Saturation radio mean- different
things to different clients. However,
it may be possible to reach f"' I of an
available audience with 50 announce-
ments weekly, but it might take 30
more announcements to get 1"'< more."
11 JULY 1955
155
Spot radio
belief (with the qualification that this
is more applicable to large market
areas) that for many products radio
presents many more advantages as a
selling instrument than television. Be-
sides the obvious cost advantage which
allows high radio saturation, there
are merchandising and efficiency ad-
vantages. But more important are the
following facts underscored by a re-
cent Politz survey: (1) in tv areas
during an average winter day two out
of three adults listen to radio. (2) By
the time people go to bed, radio had
reached no less than 65 out of every
100 people in tv areas. I 3 I By the end
of seven days it has reached 88 out
of every 100. Is it surprising that
many advertisers are placing large
portions of their budgets in radio?"
(The Politz study referred to above
was conducted for three stations rep-
resented by Henry I. Christal Co. —
WGY, Schenectady; WHAS, Louis-
ville; WJR, Detroit.)
Programing
Q. Are there major programing
changes underway?
A. During the past year, many sta-
tions have done a real job of revamp-
ing and changing their programing
structure. There's a bigger attempt
being made to take advantage of
radio's immediacy through greater use
of on-the-spot coverage. Many stations
are no longer satisfied with merely
programing music and news, but have
been adding mobile news units to
attract listeners, create excitement.
Aubrey Williams, of Brinkerhoff and
Williams, New Orleans, makes these
comments about one multi-station
market, New Orleans: "We have seven
independent stations and two network
affiliates. Well, four of the indies
program just news and music. Then
some stations tried to attract people
with such gimmicks as Lucky Buck
contests, and so forth. But there's
only so far you can go with that type
of thing, and finally they attacked the
programing structure, added mobile
news units and gave their station a
flavor of being right there and in the
>\\ing." (Williams headed up radio
and tv buying for many years at Fitz-
gerald agency, New Orleans, before
Brinkerhoff and Williams was organ-
ized earlier this year.)
This move out of the studios in most
markets preceded NBC Radio's Moni-
tor, but agencymen around the country
feel that Monitor will probably acceler-
ate the revamping of programing
structures that's been getting under-
way in a major manner this year.
Selling trends
Q. What's different now about
spot radio selling?
A. There's been a gradual de-empha-
sis on the use of ratings with far more
qualitative information available and
in use than at any time previously.
While the conventional sales pattern
of individual station sale by represen-
tatives remains basic, there have been
several instances of new approaches to
spot selling of large station combina-
tions.
Quality Radio Group, for example,
offers nighttime and weekend programs
on its approximately three dozen affil-
iates covering an estimated 90% of
U.S. homes. QRG was organized last
fall as a cooperative tape programing
group. Its president is Ward Quaal
of Crosley Broadcasting Corp.; execu-
tive v. p. is William B. Ryan, formerly
president of BAB (now RAB).
Two representative organizations
which have group sales plans are John
Blair and Co. and CBS Spot Sales.
The Blair plan is called National
Saturation Group (NATS AT) and pro-
vides extra discounts for advertisers
buying all of the Blair-represented sta-
tions as a group.
CBS Radio Spot Sales calls its sales
approach Group Buying Plan. It's set
up to offer discounts which increase
with the number of CBS Radio Spot
Sales stations purchased at night.
Research
Q. What characterizes radio re-
search, 1955?
A. Radio research today mirrors the
current spot radio philosophy of both
sellers and buyers. It emphasizes fig-
ures which go beyond the per-an-
nouncement or per-program audience.
Pulse, for example, in December
1954 began making cumulative audi-
ence studies in New York, Philadel-
phia, Baltimore, New Orleans, San
Diego and Los Angeles. Today Pulse
has measured cumulative audience in
22 markets. Done by quarter hours
during three periods of the day —
morning, afternoon, evening — the stud-
ies show cumulative audiences through-
out the day or on a weekly basis.
The new Nielsen Station Index em-
phasizes qualitative data, including
four-week cumulative audience; fre-
quency of listening; audience compo-
sition.
NSI (covering both radio and tele-
vision) has prepared reports on 11
markets to date, expects to add mar-
kets at the rate of two a month. It
expects to be measuring 30 markets
by the end of 1955 and the 50 top
markets by the end of 1956.
NSI introduces a new measurement
technique into radio and tv measure-
ment— the use of diaries combined
with a mechanical reminder and mea-
suring device.
Negro radio
Q. Is the Negro radio market
still growing?
A. From all reports — definitely yes.
The uptrend in Negro radio which
sponsor reported last fall in its Negro
Section (20 September 1954 issue),
has continued in high gear.
There has been an increase in sta-
tions adding Negro programing to
their schedules or expanding this type
of programing. Last fall sponsor
estimated that about 400 radio stations
were airing Negro-appeal shows based
on stations reporting to the 1954
Program Guide) ; currently, sponsor's
Buyers' Guide lists the number of
radio stations programing at least
partially for the local Negro audience
as 596.
Q. How can advertisers best sell
to Negroes via radio?
A. Don't use high-pressure selling;
factual, "reason why" approach brings
best results. Let Negro performers or
announcers deliver your message in
their own style. Never produce com-
mercials in a synthetic "Negro speech;"
let the station rewrite your copy, or
simply furnish a fact sheet. Don't
expect short-term miracles from Negro
radio; consistency wins here just as
it does in other kinds of radio. Though
music shows — from blues to jazz — get
a big audience, the gospel programs
and homemaking shows reach more
Negro women.
156
SPONSOR
Averages,
schmaverages,
It's the rating
)()l fret
(luil counts
It won'l help \<>u if th<- average guj in your outfit1
eant...it'e the rating jrouVe ^>t thai counts. In radio
consistently good specifu ratings are available t" ) <>l
on KIIJ Los Angeles and K I R( ^.m I ran< i
Compare them with specific ratings ... not a
offered on other Btations.
Compare tin- low. I<>\\ -iiml<- day-or-nighl rates,
completeness of coverage and Intensity ol penetration "i
tln-e k<\ Don I.ee >lat ion- with an\ Other Btationi <>r.
for thai matter, an) other media.
\\ h\ be a yard bird when the low <-<i-t pre thousand
I lower than any other media) will make your Bales dollar
go farther — work harder — in two of the nation'- richesl
market- ... with programs, participation- or -pot-
on KIIJ Los Angeles and KFRC San Francisco.
Represented Nationally
SAN
T*r
by H-R REPRESENTATIVES, INC. f
D©N LEE
«AD|Q
O**
11 JULY 1955
157
NEW ENGLAND'S FIVE MOST POPUU
'WWW—————— — — —— . ^M—TTTI
-. --
ALL ON WBZ + WBZA
mm
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
WBZ + WBZA— BOSTON
KYW — PHILADELPHIA
KDKA— PITTSBURGH
WOWO— FORT WAYNE
KEX— PORTLAND
TELEVISION
BOSTON— WBZ-TV
PHILADELPHIA — WPTZ
PITTSBURGH — KDKA -TV
SAN FRANCISCO — KPIX
KP.IX REPRESENTED BY THE KATZ AGENCY. INC.
All other WBC stations represented by Free a Peters
:ARL de SUZE
6:30-9:30 AM
londay thru Saturday
WBZ + WBZA
lore New England homes listen to each of these WBZ -WBZA person-
ifies than to any local or network radio program on any other Boston
jfion.*
le imaginative showmanship and station promotion that won the 1955
iriety Showmanship Award for WBZ + WBZA resulted in more New
lgland homes tuning to WBZ + WBZA programs and personalities
tween the hours of 6 A.M. and midnight than to any other Boston
dio station. t
WBZ + WBZA is an undisputed FIRST in New England radio. FIRST
coverage, FIRST in total audience and FIRST in the popularity of
personalities.
1 Let WBZ + WBZA's popular personalities sell for you. Call Bill William-
fcn, WBZ + WBZA Sales Manager, ALgonquin 4-5670; or Eldon Campbell,
^C National Sales Manager, at MUrray Hill 7-0808, New York.
»'v. l4 hour total cumulative audience April Nielsen Station Index tApril Nielsen Station Index
Spot radio
Program, sales services
Q. Is there anything new among
radio program and sales services?
A. The radio program and sales
services have been coming up with new
schemes for selling radio and keep
providing stations with new programs,
new jingles, new sales aids. World
Broadcasting, RCA Thesaurus and
Lang-Worth all report new efforts
toward sparking radio business, pres-
tige and enthusiasm.
World is currently involved in its
biggest radio promotional effort to
dale. Its "Radio's Big Little Man"
campaign which will get underway
this fall represents an aggregate invest-
ment of $1,500,000. Since announcing
this plan at the NARTB convention,
World reports that 54 new stations
have joined its roster (of over 1,000
stations).
The promotion is designed to turn
a big spotlight on radio, to give radio
stations something exciting with which
to call attention to themselves. It
revolves around a national contest to
name Radio's Big Little Man (visually
represented with the face of a baby
and the body of a strong man flexing
his muscles). Stations will conduct
the contest in their areas. World will
supply them with extensive promo-
tional and merchandising material
(via an expanded field staff) to help
in the ballyhoo and to aid tie-ins with
advertisers. Prizes feature "dream
trips" to Paris, the Virgin Islands,
Bermuda, in addition to hosts of other
awards.
The Big Little Man is being used
now as a symbol of radio by World
stations.
This is the type of promotion no
station alone can do, says World, and
the stations are quite excited about it.
Advertisers tying in with it are prac-
tically guaranteed upped store traffic
and sales volume.
In June, World released to its sta-
tions a package of Radio Public Pro-
motion Songs — sixteen 20-second
musical transcriptions calling atten-
tion to the services radio offers every
day — news, sports, weather, time,
music, mystery shows, other programs
and services people tend to take for
granted. Stations report people are
already humming the catchy tunes.
Pierre Weis, general manager of
World, states his belief that, "Radio
will go forward if the industry is
willing to invest in its future unlimited
160
Trails
Hotr»e
di*"*1"!*^
GET
.e.tle-^^^ oU, sou reap ae8°°u3 * W»
ccs3 , ilVBrttaO na as3ure Y°u
future »ua;.„0n3&«-
fateful P-"°
jiana^fr'
SI eSH*?
Buy any 2 of these stations and get a C% discom
» and best of all m
Buy any 3 or 4 of these stations and get a 1 ftc
WING PWCOL
DAYTON
COLUMBUS
WIZE
SPRINGFIELD
SPONSOR
**lt<il rmliit
ETWORK.
Whei
good
in you sow on good soil, you reap a
good harvest. The advertising coverage you
have given us on Town View has borne tremendous
results. A total of 98 sales for one week has both over-
whelmed and pleased us . . .
$1,100,000 in SALES
for an investment of $500!
buy Air Trails Network Stations write, wire or phone collect
Any
H-R Representatives
Office
N. w York • Chicago
Los Angeles * San Francisco
Pat Williams
WING
12 1 N. Main St.
Dayton, Ohio * Hemlock 3773
1 1 1 1 1 1 1 1 1 1 1
ATN
ASHUNO . HUNTINGTON • IRONTOM
11 JULY 1955
Air Trails N
RAILS NETWORK
■■ill. I hi , ii . on i
revolution u ind \\ orld
i I'l-'l to light the fu
RCA l i ..-,.,■ .
Sambrook, ■
Program services, thai it i
• N telling .ml- to
than evei before. I arlj in \;nl. it
launched it- ln-i lull -. ale |,,.
promotion plan. Based on the theme
"Shop .it the Store with the Miki
the Door," it enables radio il
offei sponsors an integrated advertis-
ing, promotion and merchandi
program to help stimulate bush
Sponsors are supplied with plentiful
'"•hi matei ial including an eye-cab h-
ing red-and-gold dei al -In. win- .. radio
mike to put on their dooi or window
identifying them as a business offer-
ing "quality, value and ~<-r \ i- •
"Shop at the Store" slogan is plu
"ii the air b) big name Btars, remind-
ing listeners to look for thai emblem
when the) -Imp.
U>out a month after this plan was
launched, an estimated 37,500 stores
were displaying the emblem and the
promotion is still going strong, -
RCA.
Thesaurus is celebrating it- 20th
anniversar) tlii- year. To mark the
occasion, it has introduced seven new
program features this year, Beveral of
them departures from the primarily-
music shows Thesauru> li.i- emphasized
in the past. Three are fully-recorded
programs: The (, run/Ian,/ Rice Story;
The Frank Luther r tin Show, and
Great Days We Honor, a series f"r
broadcast on religious and patriotic
holidays. Do-It-Y our self is a quarter
limir series designed to help stations
< ash in on that $6 billion Geld. '/ eeifc-
end Shoppers Special i- designed f<>r
participating advertisers who want to
hit the week-end »lmpper: Presenting
the Statesman Quartet featurt -
singing; Concert in the Park run- the
gamut of com ert iiiu-i. .
Lan^j-W orth indicati era] up-
beal in business. < . • ). I inglois, pi
dent of Lang-Worth, states that sta-
tion- report enthusiastii i
local advertisers of that compai
new copyrighted customized commer-
cial -i'n \- e. Their affiliates bo tired
I 1,000,000 in new |.x al busi
during l'»")i through the use of I
Worth commercial feature-, indicates
Langloi-. (),,e 250-watt station, he
says, reported that their new <ellin_'
-er\ ii-e had been responsible for
,000 in new business,
161
Spat radio
Transcribed shows
Q. What's new in the tran-
scribed radio program field?
A. According to the transcription
firms, their shows are heing welcomed
by more stations and advertisers than
ever before. The Frederic W. Ziv Co.
reports program sales have reached a
new high this \ear, are currently in
800 markets in the U.S. and Canada,
according to Alvin E. Lnger, v. p.
charge sales. RCA Recorded Program
Services notes continuing activity in
sales of its 24 show series, especially
its soap operas (Dr. Paul, Aunt Mary,
Betty and Bob) ; just recently, for in-
stance, RCA sold all three of them to
the entire Columbia Pacific Radio Net-
work, a group of 23 stations. Harry
S. Goodman reports volume in pro-
grams sold up around 40r/c since last
year and large program package sales
to stations.
Ziv this year enlarged its field sales
force to increase merchandising help
to advertisers and show them how ra-
dio can help them make money. Lnger
points to a continuation of the trend
toward sale of complete programs to
advertisers rather than participations.
Heading Ziv's sales list are The
Eddie Cantor Show, launched last fall,
Mr. District Attorney, I Was a Com-
munist for the FBI, Cisco Kid, Boston
Blachie, Philo Vance. A new show is
in the works for the fall.
Grocery chains and independents,
food products, banks, automotive cli-
ents, appliance distributors are promi-
nent among transcribed show spon-
sors.
"'Very bullish" is the way Everett
Goodman, v.p. in charge of sales for
Goodman, says he feels about radio,
and tells why : '"We are finding that
many stations we approach are com-
pletely sold out in time. One station
sales manager I met at the NARTB
convention told me business is so good
that they have a waiting list and were
going to raise their rates 2r>c/c. And
sure enough, thev did!"
Farm radio
Q. How important is radio to
the farmer?
A. Farm families tune in radio more
frequently than the average U.S. fami-
ly, both day and night, according to
recent survevs. They spend 24rr more
hours per dav with radio than do peo-
162
SPONSOR
*>//nf radio
pie in urban areas I \. < Nielsen, MM
March-April 1954). Farmers' program
preferero es i on i" newa and market
reports, musical shows (especial!) !"lk
music), religious programs.
The Buyers' Guide notes thai 70^i
uf tin- —till i»»ti— li-lcil s< hedule some
farm programing each week a w ii < >[>-
ping 1,531 stations. Of these, 679 pro-
gram five or more hours per week to
I hi ' la I III .lllcllrli. r.
Farm households, <>f which there
are about •">'■_> million, comprise nearl)
l.'V, of all households in the country.
\lidiit 98% oi these homes have one
or more radio-; more than 7595 are
multiple-set homes. I For Further facts
on the farm market. Bee SPONSOR'S
Farm Radio-TV Section. I \'<>veml>ei
1954 issue.)
Q. How can radio advertisers
best sell to farmers?
A. Veteran radio-tv farm directors
give the following tips to advertisers:
Be consistent farmers are not im-
pulse buyers, must be cultivated. Stud)
the farmer's needs, stress "use" \alue
of goods. Don't *"-li< k up" \our mes-
sage, preferabl) let talent ad lib from
fact sheets. Tie in dealers. Use testi-
monial-, if possible recorded comments
from farmers or farm wives about
\our product. Keep Belling in step with
changes in farm market, avoid "na-
tional"" pitch.
Folk music
Q. How large a following does
folk music programing have?
A. Large enough to warrant being
regularK scheduled on nearly 1,700
radio stations I representing 77' r of
all respondents to SPONSOR^ 1955
Buyers' Guide to Station Programing i ;
and Al)V> of these stations program 20
hours or more of folk music.
The appeal of folk music I sometime-
called Western or hillhilh I continues
strong and will probably never wane
because it is an expression of a basic
spirit, opines one veteran Midwest
broadcaster. It is not contrived,
rather springs from a friendly and
informal wa\ of living. Sa\s he: "You
can't do a square dance in full dress
evening clothes."
\\ hich may explain why folk music-
is most popular where evening clothes
are worn least: in the South. Mid-
west and Far \\ est. Three stations told
lorning, Noon and Nightime, too !
"" "' ">o the Whole Day Through
9
EARLY:
More than half of Syracuse's vast industrial work-
er population goes t° work before 7:30. From sign
on until he talks them right to their factory bench,
E<) Kaish is selling them his sponsors' goods and
MORNING:
. . . and at that point, Denny Sullivan takes over
to entertain and keep time for the Syracuse whiih
is up to get breakfast, go to work, go to school, or
do the dishes . . . it's not just habit that they buy
the products he recommends. No! He sells 'em.
AFTERNOON:
Names make news and friends. Bill Thorpe uses
names, and clubs; births and special events; public
interests; and he laces them with Syracuse's favor-
ite afternoon music. That's why people listen.
That's when he sells them his sponsor's favorite
products.
NIGHT:
Bob [ves builds confidence with good music; hai
15 years ol ' radio know how" . . . with B ol those
years as an evening announce! on VVTB1 His
velvet-tipped \<>i<t helps make buying plans i"r
ihis i)iis\ area thittughoul ih< week
itus iiiis\ area mm
You Can Buy Them in Combination
0N , wrtiSBS
• WFBL has been
S\rac use's
Sumber One
radio station
s,nce 1922
11 JULY 1955
163
Spot radio
DOUBLE
YOUR QUAD-CITY
COVERAGE
With
KSTT
The Quad-Cities {Daven-
port, Iowa; Rock Island,
Moline, East Moline, Il-
linois) represent only
half the Quad-City trad-
ing area. KSTT covers
both the metropolitan
area and the entire 14
county trading area.
Davenport retail stores
buy KSTT an hour ev-
ery day to promote shop-
ping outside the Quad-
Cities, proof that KSTT
is the choice for both
halves of the Quad-City
area. Your Walker rep-
resentative has all the
impressive story.
KSTT
Davenport, Iowa
1170 Kc
Represented by
The Walker Company
Buyers' Guide they program nothing
hut folk music: KXLA, Pasadena;
WCMS, Norfolk; WFPA, Fort Payne,
Ala. Many others reported heavv
folk schedules of 40 to 60 hours a
week. (For a detailed roundup of this
type of programing — stations, audi-
ences, costs, sponsors — see "Why
sponsors hate to leave the barn dance,"
SPONSOR, 3 May 1954, page 42.)
A long list of both consumer and
farm-product sponsors swing along
with folk shows. The roster includes
names like Miles Labs, Bristol-Myers,
Phillips Petroleum, d-Con insecticide,
R. J. Reynolds, Kingan Meats, Warren
Paints, St. Joseph's Aspirin, Holmes
Bread.
Foreign language
Q. How extensive is foreign-
language radio?
A. It is possible to tune broadcasts
on U.S. radio stations in* 38 different
languages, according to sponsor's 1955
Buyers' Guide; 369 stations program
for one or more foreign-speaking seg-
ments in their communities (this does
not include most Mexican-Spanish sta-
tions, dealt with separately below).
One interesting trend noted is that
stations, to keep up with the increasing
Americanization of foreigners, now
frequently divide their foreign-language
programs into two categories: one
entirely in that language to appeal to
the foreign-born and naturalized; the
other largely in English for the more
integrated listeners but with the flavor
and spirit of that foreign segment.
Q. Where are the major foreign
markets?
A. The older urban manufacturing
centers are still the chief foreign mar-
kets. Some idea of where the greatest
concentrations of foreign-speaking
peoples are can be had from this run-
down of the states leading in number
of stations with foreign programing:
New York, 36 stations; Pennsylvania,
35; California, 32; Massachusetts, 25;
Ohio, 18; Michigan, 16;
16; Connecticut, 14.
W
Mexican-American
Q. What is the Mexican-Ameri-
can market?
A. The Mexican-American market is
made up of some three million Spanish
If you want to
know about the
lowest cost per M
buy in Miami —
just call your
Hollingbery man!
James M. LeGate, General Manager
5,000 WATTS • 610 KC ■ NBC Affiliate
National Rep., George P. Hollingbery Co.
164
SPONSOR
S/„,/ null, i
■peaking people living in the Sooth'
west I .S. in Texas, California,
Arizona, New Mexico and Colorado.
Tin's an- a permanent population en-
gaged in about as wide a variety of
occupation-, a- other segments of the
population in tli.it area: I he\ are
farmers, factor) -workers, sales clerks,
storekeepers, ami also doctors, lawyers
ami teachers. I lie "wetbacks" <>r
migrant farmer- who seasonally cross
tile border from Mexico w lien there is
w i . t k for them and then ^o l>a< k. an'
not included in the three million total.
This Spanish-speaking market is one
of two in the I .S. The other i> made
up of the Puerto Ricans who have been
flocking into the country and who are
concentrated in New York City. They,
too. comprise a live and growing
market.
Q. Is the Mexican - American
market a new one?
A. Since Spanish-speaking peoples
have been living in the Southwest I .8.
for at least 300 years, they do not
exactly comprise a "new" market.
However, very little effort w.i- made
to cultivate this market In air adver-
ti-eis till about five years ago. Pioneer
was Harlan G. Oakes, a radio rep on
the West Coast who -aw untapped pos-
sibilities in the market and launched a
promotional and -ale- effort in l').iO.
Since then two rep organizations have
come into existence devoted entirely
to Spanish radio Richard O'Connell
Inc. ami National Time Sales.
Q. Has interest in the Mexican-
American market been growing?
A. Its been snowballing, according
to both* Richard O'Connell and Na-
tional Time Sales' sales manager,
Arthur Gordon, who sa\s: "Business
is definitely up! More and more new
accounts are coining in and many old
accounts are expanding. The prospects
are terrific!"
Since last year. O'Connell has or-
ganized the 10 Spanish-language sta-
tions he represents into a network
called the Sombrero Network; he
issued the first rate card in December
1954 Stations in the web are: KCOR.
San \ntoni,,: kf.BT. Harlitmen. Tex.:
KTXN, \ustin: KCCTj Corpus Christi;
XKLO. Juarez-El Paso; XEDF, Nuevo
Laredo. Mex.: KWKW, Pasadena:
KLOK. San Jose: K \B0. Albuquerque,
N. M.: and WHOM New York. \d-
Big Aggie makes a
winning move for
RALSTON PURINA
in the land where TV means "Taint Visible"
Selling feeds in vast, 5-state Big Aggie Land
is no parlor game. But WNAX-5 70 has the
winning system. Take Ralston Purina Feeds
in the Checkerboard Bag for example.
Big Aggie Farm Service Editor
Chet Randolph airs a 20-minute
show for Purina 3 days a week, but
his promotion doesn't end there.
Chet jumps all over Big Aggie
Land promoting Purina. He picks
up Purina success stories and
makes powerful "local proof" com-
mercials of them ... he tells
Purina dealers how the other guy
is doing it with regular, personal
letters ... he shows up at every
major farm show and exhibit to
put his popular standing with farm-
ers behind Purina Feeds.
It's WNAX-570*s personal interest
that clears the board for Purina.
And if you'd like Big Aggie on
your side, your Katz man can
arrange it.
WNAX-570
YANKTON, SOUTH DAKOTA
A Cowlet Station • CBS Radio
Don D. Sullivan, Ad»ertiiinq. Director.
Under the lame management at KVTV
Channel ?. Sioui City: logo's second
largest market.
11 JULY 1955
165
Spot radio
NEW CONSTRUCTION
AT FANTASTIC CLIP
IN WREN'S BACKYARD!
Just to give you an idea of the
booming Topeka market — take a
gander at these figures on con-
struction now underway in Shaw-
nee county alone:
Project Cost
New Veteran's Hospital 21-million
New State Office Building 9-million
Forbes Air Base Run-Way 10-million
Kansas Turnpike 83/t-million*
'(Engineers estimate on Shawnee
County's share of 160-million total
for the turnpike)
Needless to say this leaves out "trifles"
like a new million and one-half dollar
parking lot, a 5-million dollar real estate
development by one private builder and
more than ten buildings in the under I-
million classl Why not ask your John E.
Pearson man for a really conclusive re-
port on the Topeka market, and why you
can't cover it effectively without WREN I
5000 WATTS • ABC
TOPEKA. KANSAS
vertisers ma\ buy all the stations or
groups of three or more.
O'Connell reports that 15 to 20 new
advertisers have bought into the
Sombrero network since last December.
Come fall. National Time Sales will
sell its 13 stations in Texas, California,
Arizona — and Chicago — as a complete
package, too. The National Spanish
Network, as it will be called will
include those stations now comprising
the Texas Spanish Language Network
(KIWW, XEO-XEOR, XEJ) and the
Mexican Quality Network (KALI,
XEAC, XED I , plus others repped by
National Time Sales.
An advertiser wishing to reach the
Spanish-speaking Mexican- American
actually has 139 radio stations from
which to choose; this was the number
of stations reporting programing, either
in Spanish or English, directed to this
audience, according to sponsor's 1955
Buyers' Guide. Of these stations, 56
are in Texas, 51 in California.
Another indication of the strength
of this market is the fact that there
are now two all-Spanish tv stations
programing to this audience. XEJ-TV,
covering Juarez-El Paso has been in
operation since mid-1954; KCOR-TV,
San Antonio, started last month. Be-
fore the end of the year, XEFE-TV in
Nuevo Laredo, which is now testing,
is expected to be under way.
Q. What programs do the Mexi-
can-Americans prefer?
A. In addition to music — preferably
the strong Latin rhythms — this audi-
ence seems to go for soap operas,
homemaking shows and personality
programs. Some stations, such as
XEJ. offer 14 or 15 soaps a day — most
with "blood and guts" realism and
down-to-earth emotional appeal. For
home shows. Club del Hogar I The
Home Club) seems to be a listener-
attracting name; it is used for pro-
grams of this type by many stations.
Most personalities are women and
the bulk of the Mexican-American
radio audience is composed of women.
And of course most advertisers accord-
ingly aim their products and commer-
cials at the Mexican-American women.
Q. Which advertisers are using
radio to reach Mexican - Ameri-
cans?
A. Soap and detergent, beer and
food (especially baking product) ad-
vertisers are probablv the largest
RIGHT! says Pall Mall
RIGHT! saysSchlitz
KlU HI I says Fels Naptha
nlUn I i says Anacin
DIHUTT says Standard Oil
mum i of Indiana
DIPUTI say these blue chip
niUM I i local advertisers:
Carpenter Baking Co.
Luick Sealtest
Boston Store
First Wisconsin National Bank
Graf's Beverages
MATCH THIS COST!
ItlYii per 1000 homes based
on 156 time National Rate
MATCH THIS COVERAGE
54% of population in
Wealthy Wisconsin
Make the shrewd I buy .
1000 watts at 920
24 Hours a Day
National Representative:
THE BOLLING COMPANY, INC.
166
SPONSOR
*ipot null.'
i ategoi \ea in Spanish radio. I aUtaff,
Rheingold and Hamm'a are among th<-
been; I ide and Cheer among the
detergents; Gold Medal Flour, Calumet
Baking Powdei and Fluffo, a new
I'M. shortening, are three of the
baking products. Two "I the l>i
Spanish-language advertisers are Car-
nation and Pel evaporated milk~. w In >
use more than one Spanish station in
a market New advertisers include
such accounts a- Ex-Las (which uses
early-morning announcements on tin'
Sombrero stations to reach a male
audience); Armstrong (!<>rk. for in-
expensive linoleum; Lydia Pinkham.
KHigious ami jjospH
Q. How many stations put on
religious gospel shows?
A. According t<> sponsor's L955
Buyers' Guide, religious and gospel
shows are increasing faster than an}
other category. Of the 2.172 radio
station respondents thi> year, J5.V '< re-
port some programing oi tlii* t \ pe as
against 54' ' '< of the stations responding
last year. Stations scheduling 10 hours
or more of religious programing rose
from 100 i(»'; i in L954 to 373 1 17$ I
in 1955. About I"'; of those stations
featuring this t\pe of programing are
also Negro-appeal outlets.
Concert music
Q. To what extent do stations
program concert music?
A. Of the stations responding to
sponsor's Buyers' Guide. 1.(><!1. or
7!')' i , regularly schedule concert
music, either light orchestral or
classical: -1-1' '< feature light concert
music predominantly. Stations now
scheduling 10 hours or more a week
in this category amount to 23$ of the
total respondents thi~ year, a consider-
ate rise from the 9$ doing so in
sponsor's 1954 survey.
Q. How popular is concert mu-
sic?
A. Quite popular, and growing from
all indications. According to Good
Music Broadcasters Inc.. which repre-
sents 11 stations specializing in con-
cert music programing. 35 million
Americans spend more than $50 mil-
lion for admissions to good music
events yearly.
FACTS
Buffalo- Niagara Falls
is the nation's 14-th
largest market.
WGR-TV completely
dominates * this rich
market, serving 447,938
U. S. sets and a bonus
of 407,619 in Canada.
Ater
Channel 2
Buffalo's favorite station
representatives — Headley-Reed
In Canada — Andy McDermott-Toronto
WGR-TV leads in 21 of the 24 weekday quarter-hour
segments between 6 PM and midnight. (Pulse)
11 JULY 1955
167
Spot radio
MORE
THAN ANY
STATION WEST
OF THE ROCKIES
Yes . . . more
sepia program
than ANY sta-
tion west of the
Rockies!
Full 95% Negro
programing dom-
inating the 165,
000 bay area Ne-
gro mkt. — with
purchasing power
in excess of ONE MILLION DOLLARS
A DAY!
Featuring the
famous person-
alities of Jumpin'
George, Jackie
Ford, Wally Ray,
Honeyboy Hardy
— and their loyal
following . . mean
MORE DOLLARS
FOR YOU!
1355 MARKET STREET
SAN FRANCISCO, CALIF.
"Our stations have experienced an
average total audience increase of
11% over last year," says Dorothy J.
Wall, head of GMBs New York office.
"And our biggest audience increases
have been in prime tv evening time."
CMB reports the weekly audience for
its stations standing at about two mil-
lion families; and these families listen
an average of three hours a day, says
GMB.
Fm radio
Q. What is the status of fm?
A. As of 1 June, 540 fm stations
were in operation. According to a sur-
vey made by Politz in November
1954, Americans owned 11,210,000
fm-equipped sets and 21.6% of Amer-
ica's radio households had fm recep-
tion. However, the penetration of fm
is not evently distributed (several
states have no fm stations at all ) ; fm
tends to be more heavily concentrated
in major metropolitan markets. In
New York City, for instance, a Pulse
study showed a 53.7% penetration of
fm among 2,100 homes selected as
an economic cross-section ( January
1955).
Q. What is the outlook for fm?
A. Fm men are taking new hope for
the future from two developments:
multiplexing and hi-fi.
As of 1 July, the FCC authorized
the practice of multiplexing by fm sta-
tions. This is a means of broadcast-
ing two signals simultaneously on the
same channel; it enables an fm station
to use part of its facilities for beam-
ing background music to restaurants
and stores on a subscription basis and
another part for regular "home"
broadcasting, available to advertisers.
Naturally, such an arrangement offers
new economic promise to fm station
operators I That multiplexing works
was proven by WGHF, New York,
which has conducted successful experi-
ments for over a year.)
Multiplexing equipment will prob-
ably be available by August, according
to one trade source. It remains to be
seen how quickly fm stations will equip
themselves with it.
Hi-fi and fm are really first cousins.
To most hi-fi aficionados, an fm or
fm-am tuner is an indispensable part
of their hi-fi-rigs. The fact that the
hi-fi market continues virile and grow-
ing is encouraging for fm stations.
WKOW Couatoy...
Bigger than St. Louis!
The 50 county market covered by Wis-
consin's most powerful radio station is
bigger than St. Louis in retail sales,
more than twice as big as Milwaukee.
Like these metropolitan areas, wKOW
COUNTBY is a group of shopping cen-
ters. Unlike them, however, the land
between one rich wKOW COUNTRY
shopping area and the next produces
valuable farm products and an aver-
age annual family income of $6,921
for the producers. Madison, the capital
of wKOW COUNTRY, with over
105,000 population, has an average
spendable income per household of
$8,067. You can sell it all at bargain
rates on WKOW at one-fifth the mice
you pay for St. Louis, one-half the
price for Milwaukee.
WKOW
MADISON, WIS.
CBS
Affiliate
Represented by
HEADLEY REED CO.
168
SPONSOR
N//(»/ radio
\ i Hi- in mIii ill hi radio
Q. How much of an audience is
there for radio after midnight?
A. Evidence thai i' is substantial
i> afforded l>\ the fad dial I T of the
station respondents to the 1955 Buyers
Guide reported programing past 12
midnight .1 total oJ 332 stations. I >i
these, 106 -i t\ on the ail 2 I hours.
Q. What sponsors use radio in
the wee hours?
A. American Airlines is one "I the
more prominent and consistent users
of post-midnight radio; it sponsors a
12 midnight-to-5 :30 ajn. program,
[fusic Till Down, on nine major radio
stations. The show was launched in
\|iril 1953 on -i\ CBS stations:
W( BS, \,<* York; \\ BBM, Chicago;
KNX, LA.; Will. Boston; WTOP,
Washington, D.C.; KCBS, S.F. Re-
centlj American Urlines added three
more: KRLD, Dallas; WW J. Detroit:
W I W . Cincinnati.
Riese nine stations, says Ernest
Hartniaii. director of radio and t\ for
American Urlines at Lennen & Newell,
cam the program t<> everj state of t In-
union as evidenced bj mail response.
I he big unsolicited mail pull, plus
public reaction. plus actual statements
made 1>\ people buying tickets all add
ii|i to belief l>\ (lie sponsor that the
show is bringing results. "In our mail
-all unsolicited 27', of those
writing make a favorable reference to
the sponsor." -a\s Mailman. The show
features music ranging from instru-
mental pop to the hea\ \ <lassics. The
audience is composed largely of house-
wives, professional people, shut-ins and
students, according to Hartman.
Another indication that post-mid-
night programs are picked up by
listener- far and wide comes from
Max Buck, director of advertising,
merchandising and promotion of
WI!C\ and WRCA-TV, New ^ ..rk. He
reports that WRCA's Music Through
the Sight I 12:30 to 6:00 a.m. i gets
letters from listeners as far awa\ as
Hudson s Ba\ and. in the other direc-
tion. Florida to sa\ nothing of ship.*
at sea. All types of listeners respond.
including night truckmen who listen
while the\ drive. The program features
"medium to long-hairish" music.
Regent cigarettes is the biggest single
sponsor on the show, bankrolls it two
and one half nights a week on WRC V
Other aiKertisers like Ronzoni and
Simon ^ Sinister bu\ announcements.
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
M.irch-April
1965
SHARE OF Mon. thru Fri.
RADIO AUDIENCE 800 A.M. -12 Noon
Mon thru Fri
12 Noon 6:00 P.M.
WCUE 32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
\nl C'lM* • • • Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., Notional Representatives
// your prodiu ts
are sold in gTOi i
and drug stoics (and
these days what isn't
consider this fact: In
Vancouver the big food
(hams like SAFEWAY
b & k and SUPER -VALU.
anil the CUNNINGHAM
and owl drug chains,
all choose CKWX for
day-to-day radio setting.
Lost year, chain Sto
placed seven times ,•<
business on CKV) X
than the \ca> before!
How's that fen chain
reaction:
reps: All-Canada
Radio Facilities Limited
Weed & Company
RADIO VANCOUVER
11 JULY 1955
169
NETWORK RADIO
• Single-sponsored half-hour show is vanishing from network. In the
future practically all purchases will be on the announcement level
• Current trend to the single rate is temporary. Eventually day rates
will be double those at night, a eomplete reversal of the past
• There will be no sudden revamping in the way radio networks operate.
\\ ebe will continue to program, sell time, share proceeds with affiliates
• Webs may provide more programing for affiliates to sell locally, in
either station or network option time. In return for these shows, affiliates
would get less money from the webs for network sales. This would
enable the networks to sell announcements at a cheaper price
• Two contrary programing trends will continue to dominate web radio
in future. These are: more strips at night, more multi-hour programs
Buying patterns
Q. What are the outstanding fea-
tures of network radio buying this
fall?
A. Above all. flexibility. This flexi-
bility takes various forms:
1. Flexibility in the size of an-
nouncements, especially in lengths
shorter than a minute. Both Mutual,
through its participation programs,
and NBC. via Monitor, sell announce-
ments as short as six-second "bill-
boards."
2. Flexibility in network lineups.
Both ABC and CBS are pushing the
sale of regional networks. Even with-
in the regional network structure, how-
ever, there is flexibility in the choice
of stations. Mutual will sell almost
any network that can be conveniently
tied together with lines. NBC contin-
ues its formula of no must-buy sta-
tions but requires a minimum buy
equal to at least 75% of the gross cost
of the full network.
3. Flexibility in terms of "scatter
Inning." There are more ways of buy-
ing network radio these days. One
reason, <>f course, is that there is more
time to buy, but the networks in addi-
tion are offering a variety of induce-
ments, such as contiguous rates, for
buying combinations of time. Although
the networks don't like to mention the
word "announcements/" what they are
doing more and more, in effect, is
selling units of commercial time with-
in programs rather than selling pro-
grams themselves in which advertisers
place their own commercial time.
Monitor is an outstanding example
of this and MBS is carrying the scat-
ter concept to new heights in its run-
of-schedule plan I explained in detail
later). Scatter buying is also done via
packages of five-minute news shows,
dispersed throughout the week and
weekend. While these involve "full"
sponsorship, single-show sponsorship
is not what it once was.
The decline of single-show sponsor-
ship in the traditional half-hour once-
a-week pattern is nowhere so evident
as at night. The trend at night is to-
ward buying of weekday strips, both
five- and 15-minutes. with some adver-
tisers buying the complete strip and
others buying part. Other kinds of
multiple-show buying are also evident.
Q. Is this nighttime strip trend
a sudden development?
A. Multiple show and strip buying
got underway in earnest during the
past season and proved to be one of
the answers to selling nighttime net-
work radio. For this coming season
the pattern has been more or less per-
manently nailed down.
A glance at the weekdav nighttime
network sponsorship picture this past
April shows how far this buying pat-
tern has developed. Here s a summary:
ABC: Of seven nighttime sponsors.
fi\e had strips. Of the five, three had
15-minute strips, one (General Mills I
had two half-hour shows alternating
in the 7:30-7:55 slot five days a week
and one (Aero-Mayflower) had three
five-minute news shows dailv in the
same slots Tuesdays through Friday s.
Of the non-strip sponsors, the Chris-
tian Science Monitor bought a single
five-minute news analysis show but its
show was part of the 9:25-9:30 news
strip during the week. Only the Voice
of Firestone could be said to represent
the traditional single weekly show
sponsorship pattern and even here
there is some question of "tradition"
170
SPONSOR
since the show is .1 simulcast.
h i- interesting t" note thai though
\i:» will have two new single-show
sponsors in the fall, l"'ili sponsorships
are, like !• irestone, adjun* 1- ol i\ ad-
vertising. The two new sponsors are
Pabsl and Admiral. I ^« * 1 1 1 have come
ovei i" UJC as pari ol .1 -liift in t\
networks. The Pabsl fights were shift-
ed From CBS l\ to \B» l\ and Ad-
miral brought over Bishop Sheen From
Du M«>iit to \BC T\ . However, it is
significant that radio versions oi the
fights and Bishop Sheen were not on
am last season but \mII I"' this com-
ing season. The fights will be on I11
or L5 minute- after the t\ show (via
tape 1 hut the Bishop Sheen radio lec-
tures will differ from the t\ program.
CHS: Of 11 sponsors, II bought into
-ti ips one ui more da) b. I be excep-
tions: Lipton's sponsorship oi trthur
Godfrey's Talent Scouts, a Bimulcast;
Bristol-Myers1 sponsorship oi the Ir-
thur Godfrey Digest, which is taped
from a simulcast and Wrigley's spon-
sorship of FBI in Peace and U <ir. The
latter two Bhows arc 25 minutes each.
ytHS: ill, iv were no single half-hour
sponsorships. Of the I11 sponsors, two
bought into shows on 1 single night.
Bankei - I >ife 8 ' asualtj bought
hi id I leattei one night .1 week but the
news -how 1- .1 strip. Sleep I it bought
one parti< ipation on I 1 ida) night in
the \lulii \h sa ige Plan, whw h 1- 1
half-how strip oi five different m) -
terj -how- in the same slot Half of
Mutual- nighttime weekdaj clients are
\l\ll' sponsors, hut none has one 01
these -how- to itself.
%BCt ()iiU mi NBC was there 1 sub-
stantial numbei oi single Bhow spon-
sorships. Tin- total in \ J » r i 1 was I11
Bingle-show sponsorships and nine mul-
tiple or strip Bhow sponsorships. Ml
of the single -how-, with the possible
exception of l.t<\ Radio Theatre ma)
be back in the fall but then- is a g I
possibility the) will be grouped to-
gether to make the room foi -ti ips.
Q. What's the reason behind
these evolving buying patterns?
A. Advertisers are less interested in
buying program identification and
more interested in buying sheer cir-
■ ulaiion. Basically, this change has
come about as a result of tv with rat-
ings going down in an\ one particular
time segment but w i t li the cross vol-
ume of radio I
w hat with mull] -i'i In
i"i tli. I " captun
hi Zed .nidi. 1
into "-• ill. 1
attention to cumulative audien • -. In
nihil words, the emphasis on
ing radio audit 1 ■
the Bingle-show 1 the total
diem e ovei a pei iod ol time, usu
one week 01 foui weeks.
Q. Is the aim of cumulative ,iu
dience buying to get as high a total
audience as possible?
A. Generally, yes. Ml adverti
ti \ to get as big an audien* e for theii
commercials as possible. However, in
buj ing < 11 riiul.it i\ 1- audieix es two
are a< tuall) discernible. ' me i- t"
1 • . i • li .1- man; different homes .1- pos-
sible and the othei 1- to bit ea< h I
as man) times as possible.
\' tuall) what the advertisei buj -
i- home-impressions. I 01 example,
let's -a\ a -pon-or buys a group
news Bhows and let's -a\ all these
-how- add up to .1 total numbei ■•( |n
million impressions in four weeks.
1 Mi impression is one home rea< bed
one time. > In illu-ti ate m hat these I"
million impressions mean in tern -
New "Woolworth Hour" »j- ( !?*> Radio coup but trend i- awa]
troin such single sponsored shows. Like other webs, I Hv stresses
-irip-. Below, left to right, are producer-director Howard l>.
Barm'-, liu-t I)iukiIiI \\ I- and musical director Perc\ Faith
\lii Radio's weekend "Monitor" i- tailored to In current d<
for cumulative audiences, cheap circulation. Shown discussing
-linn liilnu are, I. to r., NB( President Pal w*i 1 1 r. Jim Fleming,
who heads "Monitor": \B< Exec. V.P. Bob Sarnofl rrowaj
11 JULY 1955
171
AV/icorfc radio
CARTER M. PARHAM, President
HEADS 'N
SHOULDERS
ABOVE THE REST!
Top "Hooperatings" in 41
out of a total of 62 meas-
ured quarter hours (7:00
a.m., - 10:30 p.m.) Mon-
day thru Friday. See the
January-February 1955
Hooper Report.
It's a TERRIFIC Story!
AskBRANHAM!
n A rMA NBC AFFILIATE IN
K /\U\KJ CHATTANOOGA, TENN.
• KEN FLENNIKEN, General Manager
0*f,
.MB
AMS
<^tifc
U L S E
HOOPER
N I E L S E
For 31 years
WDBJ has been
the MOST LISTENED
TO- MOST RESULT-
FUL RADIO STATION in
Roanoke and Western Virginia.
Ask Free & Peters!
Established 1924 • CBS Since 1929
AM • 5000 WATTS • 960 KC
FM . 41.000 WATTS . 94.9 MC
' ROANOKE, VA.
Owned and Operated by the TIMES-WORLD CORPORATION
FREE & PETERS. INC.. National Representatives
SOUTHWEST VIRGINIA'S ftiXUtee/l RADIO STATION
extremes, the) could mean that the
sponsor lai reaches one million homes
10 times each or (b) 10 million homes
once. Since ratings are based on the
Dumber of different homes reached this
means that the four-week cume rating
in the first case is only one-tenth the
rating in the second case. But this
does not mean that the bigger rating is
necessarilv better.
Of course, it never works out in
(juite that way. It is more likely that
it would work out to 3.3 million homes
ieached an average of about three
times. However, there are differences
in frequency of listening for different
kinds of shows. Soap operas, for ex-
ample, generally have a higher fre-
quency of listening than other types
of shows.
Therefore, when buying cumulative
audiences, the network radio advertis-
er should keep in mind that while to-
; tal audience is a helpful measure of
whom he's reaching, there's more to
the stor\.
Q. Is it better to get a high cu-
mulative audience or to hit fewer
homes more often?
A. There is no flat answer to this.
High frequency per home may be bet-
ter for one purpose and high total au-
dience may be better for another. An
auto advertiser who wants to announce
via teaser ads that his new model is
on the way would want to reach a high
total audience. If the same advertiser
wants to explain some new shock ab-
sorbers via radio, he would want more
frequency of listening to his commer-
cial because of its more complicated
nature.
Generall. speaking, however, adver-
tisers use radio today to reach mass
audiences because of radios wide
reach. It is probablv safe to sa\.
therefore, that most advertisers are af-
ter a high total rating with the further
proviso that the proportion of homes
reached onlv once should not be too
great. To some advertisers, thin cov-
erage is waste coverage.
Q. What kinds of cumulative au-
diences will advertisers be able to
reach via network radio this fall?
A. While future ratings are specula-
tive, a good idea of radios reach via
multiple shows can be gotten through
looking back at what advertisers have
I racked up during the past season.
172
SPONSOR
Srttciirti riiih-i
While network ratings "ill probabl)
l>e down this fall, the decrease is not
expected t<> be much.
In examining the cumulative ratings
I. clow the precautions mentioned above
-hoiiltl In- ki-|il in mind ami it should
.d-<> be remembered the value "I a
i iimc rating i- also determined l>\ the
dollai cost in the advertiser.
• rhis past spring Vero-Mayflowei
bought a news package on VBC Radio
.it nighl during the week. I In- pack-
was three shows nightl) on four
nights. Inial homes reached accord-
ing to Nielsen was 8,848,000 in foui
weeks or 18.59! t>f L7.S. radio homes.
I hi- homes total i- roughlj equal to a
i\ rating ol aboul 25 or more. Month-
l\ cost to the sponsor foi this news
package was aboul 145,000, less than
the tinif-and-taltnt cost of a single
half-hour t\ show. Of the total homes
reached bj this nighttime package of
18 shows, 3,926,000 were t\ homes.
• I he VBC Radio weekend news
package of 22 five-minute Bhows (the
typical station carries 17) has been
bought bj a variet) of clients. Cur-
rent advertise] is lexaco. Between
Vugusl 1953 and December 1954 the
show averaged more than nine million
home impressions pel weekend
cording i" Nielsen. In June L954 I e
impressions were broken down is fol-
lows: 1,168,000 impressions in h
homes and 5,"72 1,000 impressions in
radio-onl) homes this during a sin-
gle weekend. I In- unduplicated homes
audience in June 1954 foi our week-
end was 5,877,000, representing .i cu-
mulate e i ating oi 1 2.6' - of all I 5.
radio homes. In our month from
June to Jul) 195 1 the pat kage
n ,ii hed 26.9' I "I all I N. radio homes
..I 12,548,000 homes. During this
month each home was reached an av-
e oi 2.8 times. I lome impressions
ft. i the month were thus 35,134,000.
None of these figures include out-of-
home listening. Cost of the package
pei week is $1 1,500 before agent j
commission.
• Whil. • Nielsen figures on NBC Ra-
dio's weekend program Monitor were
not yet out at sponsor's presstime,
previous Nielsen figures on weekend
listening to NBC provide a good -am-
ple of what a Monitor client can ex-
pect. \ "typical" 10-announcemenl
schedule on Monitor could gel a rat-
ing of 9.5 (or 1,357,000 homes) while
a 15-announcement -t hedule could eel
a 10.8 (or 4 NB<
feels -nit the show m ill
minute ratii
around 700,000 homes. \t th<
summei i :. this would
the .ol\ •
foi .i II > ml annount <
foi a six-set ond billboard. \i the
ill. ii r 1 1 < - foi thl
•mil. in el t 1.7. whit h NB(
feels i oiihd.nl the show h ill r<
u ould In ing in the minute anno
mcni .it un. I.i |l-per-l,000.
Q. Arc there any new sales plans
in the works for pushing network
radio's new selling concepts?
A. \-idc from Monitor | foi dl I
see "Monitor: network radio's future
I attei n ./" -i'<i\-iiit. I ; June 19
probabl) the mosl n-\ olution
in network radio Belling is Mm
new run-of-schedule plan. The plan i-
aimed ..i advertisers with saturation
on theii min.l-. l>ui a client i an bu)
one announcement a week if he wants
to.
Here'- the wa\ it work-: It tri\ i--
- the -.de of one-minute anno
NEW YORK, CHICAGO
LOS ANGELES, PHILADELPHIA
AND SALT LAKE !
GOING PLACES? . . . then include the big n
booming billion-and-a-quarter dollar Salt Lake
market — and use KSL Radio, the only station
that fits this 4 state, til county area like a glove.
In Salt Lake City, home of KSL. per family
retail sales are 35^ above the national average!
Population growth is 29^ above the average.
Get the complete KSL Radio story: market
data, audience statistics and availabilities from
CBS Radio Spot Sales or . . .
KSL
Radio . . . Salt Lake City
50,000 watts . . . CBS in the Mountain West
11 JULY 1955
173
Network radio
QUARTER
HOUR FIRSTS
Than all other
Stations Combined
STATION
QUARTER-
HOUR FIRSTS
WKBN-Radio
129
Station B
68
Station C
27
Station D
2
Station E
0
Station F
0
Ties
8
WKBN-RADIO SHARES
Morning 38.2
Afternoon 36.6
Evening 40.0
Source: C. E. Hooper, Inc., Nov. 1954
thru March, 1955.
The only station
completely serving
the
YOUNGSTOWN
MARKET!
WKBN
CBS-RADIO
YOUNGSTOWN, OHIO
5000 Watts* 570 KG
Rep resen ted Na tion a lly
by Paul H. Raymer Co.
merits in five-minute shows especially
programed for the run-of-schedule
plan. In buying the five-minute shows,
tlie advertiser can designate in what
time segment or segments he wants
them run. These time segments are
8:00 a.m. to 1:00 p.m., 1:00 p.m. to
6:00 p.m. and 6:00 p.m. to 11:00 p.m.
This is local time. In other words, if
he buys a show for the morning, he is
guaranteed it will run with its com-
mercial between 8:00 a.m. and 1:00
p.m. He can buy one show for the
morning and another for the after-
noon, or he can buy three in the after-
noon and five at night, etc.
Here's where the run-of-schedule
comes in: While the show will origi-
nate at a fixed time, the stations are
under no obligation to carry it at the
same time. They can tape it and play
it back whenever they want, providing
the show is run during the time seg-
ment designated by the client. As a
matter of fact— and this is one of the
revolutionary features of the plan—
the stations don't even have to carry
the show at all. They can just tape
the commercial and play only the com-
mercial back in one of their local
shows during the time segment desig-
nated.
While the network has no way of
predicting how many stations will car-
ry a five-minute show at origination
time, it is felt that a large number of
them will do so.
Programing
Q. What are the network radio
programing trends for the fall?
A. There are two contrary trends oc-
curring at the same time. The more
general trend is to the use of short-
length shows for nighttime strips dur-
ing the week. This started in earnest
last season and is being accelerated
this coming season. On the other hand,
there may be more of a trend toward
multi-hour shows to be sponsored in
segments. NBC Radio's Monitor is an
extreme example of this but NBC is
planning multi-hour shows during the
week, too, though not as all-embracing
as its present weekend format.
Q. What are the reasons behind
these programing trends?
A. There is at least one common
reason for both programing trends
BEFORE-TV
RATINGS
when you buy
m>
Radio Ranch, in Houston
MORNING
"Laura Lee's Ranch"
9:45 to 10:00 A.M.
3.3 IN HOME
.7 OUT OF HOME
4.0 Total Pulse
AFTERNOON
"Bill's Bandwagon"
4:30 to 4:45 P.M.
4.0 IN HOME
.8 OUT OF HOME
4.8 Total Pulse
NIGHT
"Houston Hoedown"
8:45 to 9:00 P.M.
2.8 IN HOME
.6 OUT OF HOME
3.4 Total Pulse*
GET THE WHOLE PICTURE....
COUNT ALL THE LISTENERS I
in OUT OF HOME PULSE
12 neon to 6 P.M. — Mon. thr
Tied for No. 2 mornim
* PULSE RATINGS
OUT OF HOME-Jan. 55
IN HOME - Jan.-Feb. 5 5
K-NUZ
NATL REPS.— FORJOE AND CO.
IN HOUSTON, CALL DAVE MORRIS
JAckson 3-2581
174
SPONSOR
N . Iii ..I /.
mentioned above, tad thai i- < ost.
Generallj speaking, the longei the
■how, the cheaper the talent pei time
segment sold. \\ hile the sti ipa are
often short in theii dail) length, a IS-
minute -tii|> i-. aftei all, basicallj an
hour-and-a-quartei show spread over
the week. I bis economj . natural!) . is
passed on to the advertiser.
I ("in the prodi* tion point oi \ iew,
long shows and ~iii|.-. are easiei t.> op>
• rate and put together compared u ith,
say, a series oi different half-how
shows. I his also comes down t" a
matter ol economj .
< me important reason for strip pro-
graming at night i- thai the radio lis-
tener can easil) remember dial -u. h-
and-such a show i* on at tin- same time
each evening. I he networks < onsider
this an advantage because it is felt
that at night the audience has enough
in remember in the ua\ of competi-
tive t\ programing. So if there i- am
wa) to make radio programing eas)
to remember, they're for it.
is indicated above in the section
on radio buying patterns, strips also
offer a ua\ of Belling Bhorl segments
to the advertiser and ^iw the adver-
tiser a method o I building up large cu-
mulative audiences.
Q. What are the networks plan-
ning in the way of new program-
ing for the fall?
A. Radio network lineups, both as
to advertisers and programs, are not
USUall) -el until late in the summer
these days hut the rundown, h\ net-
works, below will give some idea of
what - going on in the mind- of net-
work programers.
*"< • D.I. i iioiie. I to find a tin inula
i"i ' ' iini inin u homes, espe< iall)
ai night, \Kt has put resean h t.- work
io find an answei \ resean hei N
• \ \la/ui. has been brought ovei from
the resean li depai tmenl to work on
this programing problem. \li-- Mazui
i- -tai ting from - rati h, h itli no pre-
< onceptions, to stud) a\ ailable
-«mi> li data in an ell.nl Io find what
kind- ..I people listen w hen and wh) .
^ us-. Hi,, network made an impoi I ml
I rogram dei ision last season in de-
. idin
I In- pi
erated t"i thi
netwoi k - intention to di
tin- evening weekd ij pei
I In- would involve moving two
ihui Godfre) shows out of the
\ third single -\-
!'• a. r mill It hi whi. h has been
b) W i igle) this |
• an. ellation rostei . I he -h..w * ill
probabl) I..- tossed out in line with
i BS Radio - poli< j ..l redu< ing the
numbei <>f dramatic Bhows.
ACRE for ACRE
YOU CANT BUY BETTER
KMA's .5 M.V. Primary Market
Leads the Nation in Production
of Corn, Hogs and Cattle!
The Host Successful Form lilrc»rli.v<»r.v
Are Selling the Nation's No. I Farm
Market with tin* No, I Farm Station
. . . K 3L 1
What better market is there for your sales messages than an area
that leads the nation acre-for-acre in production of corn, hogs and
cattle? Every year KMA-landers harvest the profit of more than 426
million bushels of corn, 99 million hogs, and 2 million cattle, accord-
ing to U. S. Census Bureau figures.
And there's proof aplenty that these rich-from-the-sod M'dwest-
erners with an annual farm income of $1,989,914,000 listen most to
KMA. A recent Pulse survey of 21 counties in Iowa, Nebraska, and
Missouri showed KMA leads in all three of the six-hour periods of the
broadcast day and is the most popular station in 61 of the 72 quarter-
hour time segments.
Sell the Nation's So. / Farm
Market with tin- Vation's \<>. I
Farm Station ... A 1/ /
KMA's 5 M.V. PRIMARY MARKET"
Population 2,859,300
Radio Homes 817,379
Retail Sales $3,081,010,000
Farm Income $1,989,914,000
■• SRDS Estimates
"Maybe I should have left his
radio tuned to KRIZ Phoenix."
Gel the full story from your Pefry mon or write KMA
THE HEARTBEAT OF THE CORN COUNTRY"
MIKSI/A
5000 WATTS • 960 KC
7;k
. SHENANDOAH, IOWA
Represented by Edward Pefry & Co., Inc.
11 JULY 1955
175
NUMBER ONE FORD RADIO SALESMAN
AWARD— MADE TO WVOK, WBAM
ANNOUNCER, DAN BRENNAN BY
O. Z. HALL— TOP FORD DEALER IN
SOUTH. LET DAN SELL FOR YOU.
L^ult Collect:
Ira Leslie —
WVOK -WBAM National Sales,
Birmingham 6-2924
Radio Representatives, Inc. • New York, Chicago, Hollywood
\\ hile CBS has been turning its old
nighttime programing format during
the week topsy-turvy, it is retaining its
top stars. The Bing Crosby strip may
be enlarged from 15 to 25 minutes and
would probably run back-to-back with
Amos 'n Andy Music Hall, which is
a 25-minute show now. in the 9:00-
10:00 period. There is a possibility
of an Fdgar Bergen strip also at night.
CBS has also been showing an in-
terest in disk jockeys, a type of pro-
graming fare the web has avoided in
the past on the notion that network
programing should be easily distin-
guishable from that of the independent
station. Already on at night is Fred
dobbins' Disk Derby and Robbins has
also been slotted in a 25-minute day-
time strip. Hazel Bishop has signed
up for a portion of the daytime Rob-
bins show. Following its cancellation
of FBI in Peace and War. Wriglev de-
cided to sponsor d.j. Howard Miller in
a morning strip. Miller is from Chi-
cago, which is also Wrigle) headquar-
ters, starts 18 July.
Aside from the two new d.j. shows
the only other daytime change on CBS
up to the present will be the dropping
of Rosemary and Hilltop House. The
former will be replaced by Backstage
Wife, moving over from NBC, while
the latter's slot will be filled by moving
House Party up a quarter hour to 4:00.
P&G cancelled two days of Perry Ma-
son and axed completely Young Dr.
Malone and Brighter Day. The latter
three soapers will remain where they
are and are being offered in whole or
in part by the network. As mentioned
previously, Toni and Sleep-Eze have
taken segments of Young Dr. Malone.
HBSz Mutual has assembled a number
of five-minute shows for its run-of-
schedules plan ( see explanation above
in network radio "buying patterns"
section). They are varied in nature
hut there won't be music in any o
them because the network feels its af
filiates are satisfying that need now
Anion" them are a food show7, a do-it
yourself show, a crime reporter show
However, the network has an open
mind on the subject of programing
these short shows, and the advertiser
can have pretty nearly anything he
wants. They will not be run unless
sold, but if a number of them are pur-
chased they will probably originate as
a block to avoid upsetting the network
program schedule. Though they would
originate in a block, they will not nec-
essarily run on all stations together
since, as explained previously, the sta-
tions can run them at any time with-
in the particular segment of the dav
purchased by the advertiser.
Mutual has alreadx started program-
ing the first of what it hopes will be
a series of programs to build a "per-
sonality'' for the network. On since 1
July is Mutual Morning, a weekday
strip aired from 10:30 to 11:00. If the
show is sold, there will be a Mutual
Matinee and, maybe, a Mutual Evening.
A brain-child of Robert Monroe.
Mutuals new programing chief. Mu-
tual Morning was described as "a guy
\ isiting the home with interesting
things to demonstrate and talk about."
It is not a music show. The format
includes dramatic segments, interviews,
taped pickups of interesting events and
people. Mutual's aim is to find per-
sonalities for the show who can be
identified with the network. These per-
176
SPONSOR
N i (M til /, i iii/u
tonalities would be exposed on othei
-Inns s, m ould ,i I -< i do in nmen ials.
MM".- While no weekda) Monitors are
in the wink-. NBC it concentrating
its thinking on l«ni^ biiows. Ii has al-
read) made .1 start at nighl with its
\ational Radio Fan Club, which had
it- debut 17 June. I he show, f"i whi< Ii
Mil' has greal expectations, repla es
lii(/u\ with Garrowa) in the 9:00-
10:00 period; ii is slated to be ex-
tended to an hour and a half this
month and two limn- later (probabl)
minus a five-minute news show). The
show i- aimed a! teenagers, and, indi-
rectly, .it their parents, too. Ii will In4
-<>ld at a special package price wit!
nents as -mall a- 15 minutes. The
price for 15 minutes will range from
mi In >l.n">n. depending ..11 the
s!ze of bu) . Host i- d.j. Hill Silbert.
I he program will be built around
various name bands and singers such
. - Eddie Fisher and the Fontaine Bis-
ters and NBC i- bus} recruiting lis-
tener- l>\ organizing fan clubs; hence
the name ol the show. Gimmicks in-
clude NRFC membership card- and a
month!) magazine.
Other long shows are being mullei
over I'lit there i> n<>lliin>: crystallize!
THE QUAD-CITIES
Rock Island • Moline • East
Moline, III. • Davenport, la.
NOW
1/4 MILLION
PEOPLE
According to Sales Management's
Survey of Buying Power iMay 10,
1 955 > the Quad-Cities now have
250.200 people with an Effective
Buying Income of $5843 per family
or SI794 per capita. Cover this rich
450 million dollar market with WHBF
radio or TV — the Quad-Cities' favor-
ites.
a- iet. However, the new shows, will
probabl) follow tin- Weavei pattern "I
"sei \ i< e features i nd intei mitten) i \
posure in culture. ITiej ma) resemble
NBC l\ shows like Home, Today and
tonight with possibl) more entertain
ineiii elements than appeal in Home
and Today. I hen- has been some talk
about organizing .1 company ol actors
who w 1 mid 1 1 11 1 1 m vignettes oi excerpts
from Broadwa) plays, linn ma) even
he educational "classes with courses
in -inh subje 1- .1- psychology .
In all likelihiiiiil. these shows would
appeal firsl .11 nighl hut the)
linn- - onsidered solel)
Howi \i 1 then i -
1 d Ii .it in; lit id. in dm ing the
.•ill strips in- hardei to pro
nighl mi NBt ,-.- nl the •
parativel) large numbei ol sit
sponsored half-houi shows - atb
around and -till expe< ted t" be on the
well- -i hedule in tin- (.ill.
I w 11 Boap opera can< ellations
P&l ,'- /;,/, ksta -///'. 1 00 1
rl 1 h .iti. in Soap - U oman m the
Housi II I) highlight the d iy-
k»w34
TH*
IN HOME FURNI!
Home Furnishing
Store Sales
32
33
ffi
35
ALLENTOWN
BETHLEHEM -
EASTON
COLUMBUS
PHOENIX
TAMPA -
ST. PETERSBURG .'
Mil
35.8
33.6
*SRD Consumer Markets '55
This gratifying position in local Home
Furnishing sales reflects the sharp in-
crease in home-building in the Phoenix
area — an increase that is expected to
continue indefinitely.
Don't skip this profitable market in YOUR
sales-planning! Reach it the sales-build-
ing way through KPHO, and KPHO-TV.
They take your sales story right into the
homes you most want to reach!
SOLD
re^etlea most effectively through .
ttffS^I KPHO-TV °»<KPH0
WHBF :.
TELC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Aver y-Knodel, lie.
Channel 5
First in Arizona since '49
Dial 910 • ABC Basic
Hi Fidelity Voice of Arizona
NOW
AFFILIATED WITH BETTER HOMES and GARDENS • REPRESENTED BY KATZ
11 JULY 1955
177
Network rtiflio
time program changes. Two other
I'M, soapers will he thrown into the
breach and the periods the latter two
programs vacate (3:30-4:00) are ex-
pected to be filled with conventional
serials. While NBC has no specific
plan- to program in the noon-3:00
p.m. period — the three hours have not
been programed for some time — the
pattern set by Monitor makes it con-
ceivable that something may be done
about it in the future.
As for Monitor itself, it will, of
course, be continued in the fall. The
basic format is not going to change
but some shows within Monitor will.
\\ ben Monitor began some of the reg-
ular shows which had been on were
carried along with it, Monitor being
big enough to swallow these programs
without <hanging its shape much. For
example, Grand Ole Opry, that grand
old veteran, will remain within the
voluminous confines of Monitor next
fall, occupying its regular 9:30 p.m.
Saturday time. Meet the Press also re-
mains, though it will be moved from
10:30 to 0:00 p.m. Sunday. A few
other shows will also stay put within
Monitor's umbrella.
HERES A MARKET
52% ABOVE
U.S. AVERAGE!
From their farms alone, each Kansas farm family wound up
the year with $8,830 in the bank — after taxes! That's 52%
above the national average !*
What's more, WIBW delivers this entire market — all tied
up in a single package. Year in and year out, every Whan
survey consistently shows that these big-income farmers
listen more to WIBW than any other radio station.
We've got the listeners. They've got the cash. Give us the
word and we'll give you the sales.
* Consumer Markets. 1955.
TOPEKA,
KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep: Capper Publications, Inc.
In addition, a new show, sponsored
h\ \utrilite, will occupy 55 minutes
of Monitor (5:05-6:00 p.m. I on Sun-
day afternoons starting 6 September.
Not only is Nutrilite going against the
trend by sponsoring a show all by it-
self (Woolworth has already gone
against the trend with its hour show
on CBS Radio) but it is defying all
the smart boys by putting on drama.
The show will feature Pat O'Brien and
a script contest.
Q. What's been the trend in lis-
tening to network radio, day and
night?
A. The move away from the eve-
ning, once-a-week show is more than
a change in buying strategy as Niel-
sen figures show. This type of show
has suffered the greatest loss in audi-
ence. During the first week in April
1954. the evening, once-a-week show
averaged 1,959.000 homes. During the
first week in April 1955. the average
was 1.146,000 homes. (This decline is
partly accounted for by the dropping
of some top-rated once-a-week shows. I
The da\time and nighttime strips
have held up much better, though they
still show average declines in audi-
ences. For the same April weeks in
1954 and 1955. respectively, the eve-
WFAS
WW laflM WITIT rT5: 50.000
WATTS REACHES OVER 814.000
RADIO HOMES!
WEAS
REGULARLY
DRAWS MAIL FROM 5 OF THE MOST
IMPORTANT SOUTHERN STATES !
WEAS
HAS
COMPLETE SATURATION THROUGH-
OUT THE NORTH GEORGIA "BROILER
CENTER OF THE WORLD, AS WELL
AS THE LUCRATIVE PEACH AND
CATTLE RAISING AREAS.
WEAS
178
BY JUDICIOUS USE
OF COUNTRY AND GOSPEL MUSIC
PROGRAMMING, HAS BECOME THE
"FAMILY'S FAVORITE STATION".
WEAS
50,000 WATTS
1010 K.c. DECATUR, CA.
CALL STARS NATIONAL
Chicago — New York — Los Angeles
N i Mi <•* I. I mil, i
ning multi-weekl) Bhows have dropped
from 1,026,000 to 825,000 homes on
the average while weekday daytime
~h< >w - dropped from 1,679,000 i" 1.-
167,000 homes. During the 12-month
period these figures span, daytime
shows passed nighttime once-a-week
- 1 1 < > w — as ii>|i audience-grabbers.
I hese daytime averages hide the fa< i
thai in Borne cases L955 Nielsen audi-
ences are greatei than the yeai before.
For example CBS Radio points oul
that mosl of the leading Boapers are
topping theii 1954 audiences tlii- year,
according to the second Vpril reports.
lor example, Guiding Light went from
2,006,000 to 2,476,000 homes, Young
Dr. Mdone from 1,446,000 to 2,385,-
000 homes.
Costs sincl r;il cvs
Q. How do network radio costs
compare with tv networks?
A. \ recent Nielsen calculation
Bhowed the following comparisons in
terms oi cost-per-1,000 homes ]»'t com-
mercial minute:
Average daytime costs: radio, $.79;
tv, 11.47.
Average nighttime costs: radio
12.26; tv, 12.71.
Q. Have network radio costs
been keeping in line with reduced
audiences?
A. \ recent Btud) bj NBC illustrates
how changing show formats and lower
time costs during the past two seasons
have brought network radio down to
economical levels.
The NBC -iu<l\ deals with Fibber
WcGee and Mollv. which had lieen a
"I'll take the advice of KRIZ Phoe-
nix today and try your scrambled
brains."
11 JULY 1955
lialf-houi one e-a-week show through
the 1952 >3 season and then < hanged
to a -\i ip. I'll, figures covei 1946 un-
til tin- present. I <■ illustrate the < "»t
trend in terms oJ "real" dollars, the
cost-per-1,000 figures have been
weighted a. . ording to the redui ed
pun basing powei "I tin- dollai . h hich
declined more than 25* i during the
past nine years. In ordei to compare
the old formal with the new, the rat-
ings foi the -iii|> have been calculated
in terms of cumulative audience ovei
three broadcasts.
I fere a h hat happened during the
nine-year period:
I lir I all
■ i from I 1 ,696,001 > h
to '■ ;i. total < ..-i oi tl
also da lined
pei 1,000 m ! in
1946 and onl) three • ents more in
19 ' >. Howevei . in terms "i the n al
pun basing powei ■ <! the dollar, the
■ osl per-1,1 in 1955
OI 66 less than in 1946
Q. Will network radio rates be
changed this fall?
A. I he i at cards oi di the net-
works except \l!< have been 01 w ill
NOW! — A Second Printing
32 TELEVISION TALKS"
transcribed from the
BMI TV CLINICS -1954
Combines the knowledge and
experiences of 32 TV leaders
in every phase of TV
programming and production
. . . factual, informative and
down-to-earth talks by men
who have been in the
industry from the ground up.
Published by BMI at $7 and
made available as an industry
service at the cost of transcribing
and printing — $4.20 post paid.
"*.'i2 Television Talk-" i« an entirely
fresh and stimulating report of the
BSD TV Clinic sessions conducted in
New ^ ork. Chicago and Los kngeles
during 1954 ... a new anil up-to-date
hook which follow* up "Tv. enty-Two
TV Talks." published in 1*>".2.
•'How to do it" i- the theme of "32 T\
Talk*."* with complete data on -nrh
>ital topics as: film buy hip and film
programming . . ■ nan and tpedal
event* . . . lui^t- in production . . .
educational and commercial program*
ming . . . Ion coal production ■ ■ . I<» ul
programming . ■ ■ promotion and pao
H, relation* . . . idea* and imagination
, . . as well a- doaeni "i other •'--< ntiaJ
elements in I \ ■
In addition to the *2 to Ik-, the honk
includes transcripts of the <.•! I STION
and \\s\M H periods of the Clinics.
(If you attended one «/ the BMl-T) ( Unit* you only heard about of the t«lk-)
Broadcast Music, Inc.
589 FIFTH AVENUE, NEW YORK 17, N.Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
179
Network radio
be changed tin- summer. At least one
card v\ ill involve lower nighttime costs.
I'art of the reason for the changes is
I In desire of the networks to simplify
their rate cards, which had become so
complicated that onl\ experts could
understand them.
What had been happening was this:
l>\ leaving gross rates unchanged and
setting up all kinds of discount for-
mulae tor various segments of the day,
the networks had been quietly moving
toward more or less a single rate for
day and night. However, it was only
apparent when specific night and night
buys were worked out mathematically.
The new cards will formalize the -in-
gle rate, though this does not mean in
all cases that actual dollar cost for
equal-sized shows will be identical
morning, noon and night. For exam-
ple, morning time will remain premium
time in some cases.
Q. What specific changes will be
made in the rate cards?
A. ABC was first to publish a sin-
gle-rate card. It was put out last Oc-
tober. Though Mutual had been mull-
ing over a single-rate card for more
than a year, it was not published un-
til less than two weeks ago ( 1 July I .
The ABC card provided for a single
gross rate, but varied weekly dollar
volume discounts going up to 30% in
the morning, 42 % in the afternoon
and 36' £ in the evening with maxi-
mum annual discounts reaching, re-
spectively, 43, 54 and 45' < .
The Mutual rate card change is the
most drastic of all the networks. It is
completely new and at Mutual is con-
sidered a thing of beauty in its sim-
plicity. It not onl) provides for a sin-
gle gross rate but also for a single
discount schedule from 6:00 a.m. to
midnight I nighttime costs will be
slightly lower since Mutual"* full nel-
u oik is 34 stations smaller after dark I .
The basic gross rate lone-time, one-
hour I is around $14,000. Discounts
are figured on a weeklv dollar volume
basis, which is the standard method
on networks these davs. These dis-
counts start at 20' < for billings of
more than $2,000 and go up to 40',
for billings of 823.000 or more week-
ly. There is an annual rebate of 71 •_>' <
for 52-week clients and an over-all dis-
count I in lieu of weekly discounts and
annual rebate) of 47' ■/ < for spend-
ing of more than $1.2 million during
a year's time.
The net effect of these rates, which
are for standard buys and do not ap-
ply to participation package prices or
lun-of-schedule purchases, provides for
reduction in nighttime costs of from
about 10 to 30'/? compared with the
old rate card. Daytime is about the
same cost as before.
Mutual also set up a schedule in its
new rate card for the various-sized an-
nouncements in its participation shows.
These are. as mentioned previously,
one-minute, 45-second. 40-second, 30-
second, 20-second and six-second bill-
boards. In the past, only minutes
were available on participation shows.
These minutes included opening and
closing billboards and went as low as
$1,500 per announcement. In the new
schedule, minutes and billboards are
separated. 1 hat is. an advertiser can
bin a minute without buying a bill-
board. With maximum discounts, these
minutes are as cheap as $1,000 now.
and with two billboards the price, at
maximum discounts, comes to $1,420.
Depending on both frequency per
week and number per year the partici-
pation announcement schedule has the
following maximums and minimums:
one-minute $1,500 to $1,000 each:
45-second- $1,200 to $800; 40-second
—$1,100 to S750: 30-second— $900 to
-COD: 20-second— 8750 to $450: bill-
boards (available onlv in conjunction
with the purchase of announcements in
participation showsi — 8330 to $210.
The rate for minute announcements on
the five-minute run-of-schedule shows
starts at $975 and goes down to 8625.
In all cases the maximum discounts
are given for buys of at least 260 an-
nouncements running at the rate of 10
or more a week within 52 weeks.
Mutual's new gross rates are actual-
ly the regular daytime rates now ap-
plied to nighttime. This means that
the nighttime gross was brought down
50%. However, this had practical!)
been in effect previously since Mutual s
old rate card provided for a fiat night-
time reduction of 5(Ky for stations
in tv markets.
CBS is going to a single growth rate
card. Actual cost to advertisers will
remain the same with morning and
night rates equal, afternoon a little
less. Weekend rates will be raised
slightly, however. NBC is expected, as
in the past, to make rate changes com-
petitive with CBS. • • •
WMGY COVERS AND SELLS
CENTRAL & SOUTHERN ALABAMA
with Hillhilly — News — Sports — Pop — Race Programing
Featuring
"Uncle Bob Helton"
Dean of Alabama's D.J.'s
Red Ryan -
9 years Slate Capitol
newscaster
Chuck Elliott as
"Charlie the Square"
7 year veteran with a
huge loyal following
Chucks — Atomic Boogie
Rhythm & Blues
WMGY
MONTGOMERY,
ALABAMA
elear Channel 800 ke — 1000 watts
Another Independent
Metro-Market Station
Thomas W. Sewell, Cen. Mgr., Rep. Forjoe, Inc., New York City
Dora Clayton, Inc.. Atlanta
180
SPONSOR
only a combination
of stations can cover
Georgia's major markets
THE GEORGIA TRIO
WAGA WMAZ WTOC
Atlanta
Macon
Savannah
5000W. 590KC
10,000W. 940KC
5000W. 1290KC
CBS Radio
CBS Radio
CBS Radio
The Trio offers
advertisers at
one low cost:
concentrated coverage
merchandising assistance
listener loyalty built by local programming
dealer loyalties
in 3 major markets
represented individually and as a group by
iHE KATZ AGENCY, INC. new york • Chicago • Detroit • Atlanta • Dallas
KANSAS CITY • LOS ANGELES • SAX FRANCISCO
11 JULY 1955
181
"My Ideal Rep"
.»>. JIM LUCE of
\ w \\ n n i BOMPSON
"strives for automatic improve-
oi M , > . 1 1 . ■ i , i ■ • sch ed
He works with his stat Ions
i" Kt\r in. as they
. n\ allable."
"My Ideal Rep*
■ayi MAC DUNBAB
of TED BATES
"delivers availabilities promptly
and always Includes pertinent
data such as ratings, costs
and, most Important, indicates
premium rati s for programs
not so listed in SRDS."
I-
.Wi/ ideal Rep'
■ya ARTHUR S. PARDOLL
of FOOTE, CONE & BELDING
"provides the necessary
information in his first presenta-
tion and eliminates unessen-
tial data. In the careful
preparation of his material,
he i I'ies to anticipate all
quest ions."
• Hi/ Ideal It
says HALE BYER!
BBDO, MINNF.APJ
'knows his markets, is com-
pletely honest in his presentl|
tions, and doesn't try to
sell me a pig-in-the-poke."
§MF IDEAL REP*9
ask any tap timebuyer
The quotes on this page might well
serve as a standard of ethics and activ-
ity for any conscientious national rep-
resentative. JEPCO knows that appli-
cation of these yardsticks comes close
to being a guarantee of success. Suc-
cess for the rep, success for the stations
represented. You can fully expect any
JEPCO salesman to faithfully live up
to this philosophy of doing business.
John E. Pearsan Cawnpany
RADIO AND TELEVI&IOX S 7 ATI 0 N B E V B E 8 E N T A TIT E 8
NEW YORK • CHICAGO . MINNEAPOLIS • DALLAS • ATLANTA . LOS ANGELES • SAN FRANCISCO
•*
'.>Ii/ Ideal Rep*" E
.;,>- MILDRED FUTON
of McCAN.N-ERICKSON w'
"uses the valuable time
buyer's office to sell his stati
rather than to undersell
competition. He sells his i
tions honestly, thereby a
the advertiser of sales rest
that match the sales piti
"My Ideal Re
says HELEN THOMA.'
STREET & FINNE1
"doesn't forget the account
after the contract is in. Ib-
continues servicing the a
by suggesting improvements
in schedule when they become
available and therefore h.los
maintain the best possible
schedules for the client.''
"My Ideal Rep"
>a>< BETH BLACK of
HARRY B. COHEN
"knows his stations' program
He can tell quickly wheth
'Aunt Tillie's Note Book' is a k
show or a cooking school.
usually makes a difference
"My Ideal Rep"
-..*. I MET SLAYBAUGH
of TED BATES
"shows ingenuity in 'digging
nid cooperation in
working out' schedules that
meet my clients' requirements.
He does not merely submit
a cut and dried list of
availatilil
1 ~
*IM "My ideal Rep'
"5? says CHUCK WILDS of
«**•»«* N. W. AYER,
"doesn't hesitate to use the
teletype or telephone when a
quick decision is needed
from a station."
"My Ideal Rep*
says TED KELLY of
McCANN-FRICKSON
"My ideal would provide the
intangible data concerning a
market or station area not
found in the general statistical
sources, i.e., would provide
data either common to other
markets or specific to
the market's makeup. Such
information would aid the buyer
in selecting the audience
most suitable for the product."
?
"My Ideal Rep
says BILL KENNEDY
of TED BATES
"gives me straight informa-
tion on his availabilities
and his stations."
1955 I III I tCTS B ISH S SECTI01S
wadio
NEARLY 46,000,000 HOMES HAVE
RADIOS; TWO-THIRDS ARE MULTIPLE-SET
/' „• \ imber
Q. How many radios are there in I ,S.? 1
Q. Where are radio >et> located? 2
Q. How many anlo radio* are there? 3
Q. How many homes doe* radio reach weekly? 5
Q, What does "out-of-home" radio add? 6
Q. How does radio compare to other media? 10
Q. What i» "saturation" radio? H
Q. How much nionry was spenl in radio? 12
Reprints will be available at 30C each, tfuantitu prices on request.
Write to Sponsor Sen-ices. Inc.. 10 E. Iftth St.. \etr York 17. V *.
1. How many radios (all types) are there in the U.S. today?
SOURCES: NAB records for Jan. 1945 figure; Jan. 1955 estimate from NBC and CBS Radio research departments.
More than 100% increase in decade
Total number of radios in U.S. (counting
those needing repair) has more than dou- -
bled in decade between close of WW II and
today, despite postwar growth of U.S. tv.
59,000,000
1945
1955
2. Does radio set production reflect "post-tv" listening habits?
SOURCE: RETMA 1947 and 1954 industry production figures
PRODUCTION BY TYPES: HOUSEHOLD CLOCK
PORTABLE
AUTO
BEFORE TV: 1947
70%
1%
12%
17%
AFTER TV: 1954
29%
18%
13%
40%
Trend to "secondary" auto sets
With much radio listening moving
from living room to other
locations with coming of tv, set
production has shifted strongly
to "clock," "auto" types.
3. How many U.S. homes today have one or more radios?
SOURCES: NBC and CBS Radio research depts. estimate for January 1955
Homes with one or more radios
96.3% of U.S. homes have radio
Radio has the widest penetration of any
mass communications medium. Joint net-
work estimate is based on Polrtr-ARF
ownership against updated Census base.
Homes with no radios
ii 'A V '< it Pflvlvv
page 1
4. What percent of radio homes now have two or more radios?
SOURCE Njtionjl Survey of R.nlio jnd T. UviMon Sell Mjy 1 95-t by Alfred Politz for ARF
33.8', have
only one jet
3?.7'r have
two jets
33. 5' ( have three
or more receivers
I'ni.-lliir il- .,,,■ '•lillllli
Key to diffused' listening to
radio in many different locations
is found in preponderance
of multi-set radio homes. Ac-
cording to nationwide study by
Politi for Advertising Research
Foundation, two cut of every
three homes has at least two
radio receivers in working order.
5. Where are U.S. radios located (in and out of homes) ?
SOURCE: "National Survey of Radio and Television
Sets." May 1954 by Alfred Politz tor ARF
70' » of radio* arc within hoino«>
There are more radios in U.S. autos today
than there are in the living room; there
are almost as many in bedrooms, or in
kitchens and dining rooms, according to '54
study by Politi for Advertising Research
Foundation. Main reason for "scattering"
of radio receivers: coming of U.S. video.
Other
Autos
6. How does the total number of radio sets compare with tv set total?
SOURCE: NBC Radio and Tv Research departments. Radio: (an. '55; Tv: |une '55
Radio: 132,400,000 sets
Tv: 36,200,000 sets
Radios outnumber t\ three-to-one
Unlike radio, tv is a "living room"
air medium. Radios are distributed
(see chart above) in multi-set homes.
MB!8 BASICS I rte 3
■
7. How many cars in the U.S. are radio equipped ?
SOURCES: 1946 figure from NAB. for January; 1955 figure from Crowell-Collier annual "Automotive Survey."
Car radio* have quadrupled
American families own more car
radios than there were radio
homes just 15 years ago. Number
of car radios approaches the
total number of television homes.
7,500,000
1946
8. Do owners listen? What percent of cars have radios?
SOURCES: (A) Advertest Research "Do they listen?" study for CBS Radio, November 1954. (Bl Crowell-Collier "Automotive Survey," 1954
A. Car radio listening to programs, commercials
THE QUESTIONS:
"Do you have a radio in working order installed
•*■ • in your automobile?"
THE ANSWERS:
"1 Of the 344 cars interviewed, 77% had
■*-* working car radios.
s\ "Did you happen to listen to any parts of the "Jack
^' Benny" (or "Amos 'n' Andy" program tonight?
sy The "|ack Benny" and "Amos V Andy" programs
^* had an average rating in the test of 23.1%.
O "Can you tell me as much as you remember about
"• the advertising which was presented on either
program this evening?"
o Of all those tuned to "|ack Benny" or "Amos V
**• Andy" shows, three-quarters (75.4%) could repeat
substantial portions of commercials.
B. Car radio ownership, by model years and income groups
SPECIAL EQUIPMENT
ON CARS NOW
OWNED
TOTAL CARS - By YEAR MODEL
BY INCOME GROUPS
Cars
Total
%
1953-
1954*
%
1952
%
1950-
1951
%
1948-
1949
%
1946-
1947
%
Before
1946 1
%
$7000
or more
%
$5000-
$6999
%
$4000-
$4999
%
$3000-
$3999
%
$2000-
$2999
%
Under
$2000
%
Heater
94
96
95
98
96
93
86
96
95
95
96
91
89
Radio
75
78
78
77
82
78
56
84
77
77
75
67
66
Seat Covers
Turn Indicators
Backup Light
Automatic Transmission
Power Brakes
Power Steering
68
56
37
29
6
5
41
94
57
50
14
14
62
87
55
52
11
10
76
62
36
36
4
3
81
42
36
18
2
1
78
28
22
12
3
* *
71
14
12
5
2
2
57
81
55
50
10
11
65
64
42
37
4
4
70
53
32
26
5
5
71
51
31
22
6
4
75
41
29
18
6
4
77
29
24
15
4
3
{'; '/-. ■:> i U 0 'A !> \ I ::> page 3
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you'd listen to C20QH
for SPORTS you like
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you'd listen to [3000
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A \7 C D V If hi ft H C I Uf New York Chicago Los Angeles
nlLl\rl\llVL/LL 11 V* San Francisco Dallas Atlanta
11 JULY 1955
187
9. How many portable radios are there in this country?
SOURCES: SPONSOR estimate based on RETMA data; NBC Radio Research Oept.
1946
1,500,000
1955
4,800,000
Portable* : one in 10 homo
Production of portable radios,
both "personat" and battery-a.c.
types, has boomed in past decade,
now amounts to over million a
year. These figures are set totals.
10. What is the ownership status in U.S. homes of ALL receivers?
SOURCE: "National Survey of Radio and Television Sets," May 1954 by Alfred Politz for ARF; updated household figures from NBC and CBS Radio Research
Most households have radios, or radio-tv; few tv-only
TOTAL NUMBER OF U.S. HOUSEHOLDS
HOUSEHOLDS WITH RADIO, AUTO RADIO AND TV
AUTO RADIO, TV BUT NO HOUSEHOLD RADIOS
HOUSEHOLDS WITH RADIO, AUTO RADIO, NO TV
HOUSEHOLDS WITH RADIO, TV, NO AUTO RADIO
HOUSEHOLD RADIO (S) ONLY
AUTOMOBILE RADIO ONLY
TELEVISION SET ONLY
NO HOUSEHOLD RADIO, AUTO RADIO, TV SET
%
100.0
33.1
13.4
21.8
1.5
24.2
0.7
1.7
3.6
Number
46,600,000
15,400,000
6,250,000
10,150,000
700,000
11,275,000
326.000
792,500
1,675,000
RADIO IN THE UNITED STATES TODAY:
Chart above will show admen at a glance how deeply radio
penetrates into U.S. households. Homes without one or
more radio receivers, in or out of home itself, are a rarity
in the average community. On the other hand, less than
2' '( of nation's homes are "television-only'' households.
Politz study for ARF used a stringent definition of "sets
in working order" in making its nationwide study of a
cross-section of some 12,000 U.S. homes in all areas and
income brackets. Interviewing was done on a personal
basis, between 3 May and 28 May 1954.
As charts in pages to follow will show, the effect of tv
on most radio-tv households has been to "disperse" radio
listening to locations other than the living room, and to
make radio a "companion'" medium that follows listeners
around the house and out of home as thev go about their
daily living and working routines. Same trend also in-
creases greatly the complexity of proper measurement of
size of radio program audiences, with much of audience
out of reach of some forms of radio audience measurement.
Over-all trend indicated in radio ownership and set re-
tailing surveys is that radio will continue to grow in the
paths of "secondary sets" (clock radios, portables, small
table receivers ) and. to some extent, with fancy "hi-fi
radio-phonograph sets in homes. Out-of-home. the trend is
definitely on toward auto radios, which are actually selling
faster than tv receivers in most of the major I .S. markets.
Just the facts, sir
That's what you want.
And that's what you'll get in these two new Market Data Folders —
one for WFAA - 570, one for WFAA - 820.
They're just off the press and contain the most complete
information available about Texas' Dallas-Fort Worth area.
You'll find:
* Coverage data, county by county
* Audience figures, by NCS market areas
* Market data for the coverage area
* Population and home-ownership figures
* Farm market and income
* Retail sales and other statistics
These folders bring into sharp focus the facts about the biggest market in the
biggest state in the nation. They're part of WFAA's client-service program planned to make
your advertising on this station effective and profitable.
For the facts, write for these NEW Market Data Folders. They're yours for the asking.
Also available toon
North Texas Radio Audience
A study in radio listcninc
by Or. Forrest Whan
Kansas State College
A Clear Channel Service of the Dallas Morning News
WRA
Alex Keese, Manager
Geo. Utley, Commercial Manager
Edward Petry & Co., Inc., Representative
NBC
ABC
TON
11 JULY 1955
189
ia listening habits
1. How does daily radio listening in homes compare with "pre-tv"?
SOURCE: A. C. Nielsen NRI, first six months each year; seven-day averages for nighttime and afternoon periods. 1946 radio homes: 34,000,000.
1954: 46,646,000 homes. Prepared by ABC Radio
Number of homes using radio (000)*
11,526
7,344 8,350
7,854 7,883
1946 1954
10 a.m. -Noon
1946 1954
Noon-6 p.m.
1946 1954
6-11 p.m.
*In the morning, 14% more homes are tuning radio during the the number of homes liming radio within the home made a notice-
avera'ge minute than did in 1946. Afternoon radio, in terms of able decline. These levels are general, however. Careful time-
listening homes, is slightly ahead of 1946 level. Only at night has buying will often produce nighttime buys that top daytime.
2. What is the size of "weekly cumulative" home audience of radio?
SOURCE: A. C. Nielsen NRI, spring 1955
MORNING
(6 AM-NOON)
During average week, nine out of 10 homes have dialed radio
HOMES REACHED AVG. HRS. LISTENED
% TOTAL HOMES 000 PER HOME PER WEEK
ALL HOMES 77.8 35,678 7:02
TV HOMES - 75.4 24,580.. 6:30
RADIO ONLY 83.7 ...11.098 8:17
AFTERNOON
(NOON-6 PM)
ALL HOMES
TV HOMES .
RADIO ONLY
79.0 36,217 7:35
. .75.1 . 24,483 .... 6:20
.88.5... 11,734 _. .......10:12
NIGHT
6 PM-MID)
ALL HOMES 70.0. 32.116 6:16
TV HOMES . 62.4 ... 20,342.. 3:42
RADIO ONLY 88.8 _11,774 10:43
total day { ALL HOMES 90.6% 41,527 17:32
page 5
your personal radio salesman in Washington
B< innii fulj 1 . U Ro ■••■ ill
l>i ing In- pei sonal tout :
new eai ly ■morning radio iho*
and ii- - onu ier< H< I
I imekeepa on W I'1
Monday through I i idaj and
6:15-8 00 Satui d >\ morning
\l i- one "l the most phenomenally
successful disc jockeys in th<- I
. . . and for vei y good reasons.
I Ii- entertainment Jut- thai
personal tow h. \l has .i knai k of
selecting the liits from the current
releases ami picking everybody's
favorite old timers. And as "Yom
Timekeeper" he delivers a smooth.
easy blend of headline news, time
checks, weather reports ami sportfl
that's just right for the early
morning. The commercials get
the same treatment. Al uses sound
effects, recorded excerpt- and
several different voices to make
commercials a joy to hear and a
goldmine to sponsors.
For years national advertisers such
as Wildroot Hair Tonic, Pall Mall
Cigarettes, and Fels Naptha have
been building their spot radio
schedules in Baltimore around
Al Ross. Now if you want a personal
representative in Washington to
carry your story home to America's
richest mass market. Al Ross
is your man. Call your NBC
Spot Sales representative or
WRC m RADIO
IN WASHINGTON
represented by NBC SPOT SALES
3. How much does "out-of-home" audience add to "in-home" radio?
SOURCE: The Pulse, Inc., winter 1955. Markets are those in which Pulse conducts monthly o-o-h studies
'Out-of-honie" listening adds "bonus" of nearly 22%
In-home1 + Out-of-home"
Atlanta
17.8
Baltimore
16.3
Birmingham
19.4
Boston
19.2
Buffalo
17.4
Chicago
18.6
Cincinnati
16.4
Detroit
16.9
Houston
19.7
Kansas City
18.1
Los Angeles
19.4
Memphis
21.6
Miami
21.0
Milwaukee
17.2
Minn.-St. Paul
18.3
New Orleans
19.3
New York
18.7
Philadelphia
15.4
Pittsburgh
18.8
Portland, Ore.
23.6
Richmond
17.2
San Diego
18.6
San Francisco
20.2
St. Louis
17.5
Seattle
19.4
Wash., D. C.
18.4
AVERAGE
This plus
26 markets 18.5
21.6%
JAverage quarter-hour sets-in-use of in-home radio listening. ?Aver-
age quarter-hour sel-in-use of out-of-home radio listening. 3The
percent of listening added by out-of-home. (This is derived by
calculating the ritio of out-of-home to in-home listening.) All fig-
ures in this chart cover 6 a.m. through midnight, Sunday through
Saturday. Out-of-home dialing is done most!) in automobiles.
8 & ft f ft '</.'!■'■:'.?■ '■:■
page 6
IN INLAND CALIFORNIA iand western nevadai
RAD I O
These four inland radio stations, purchased as a unit, give you
more listeners than any competitive combination of local stations
. . . and at the lowest cost per thousand! (SAMS and SR&D)
In this mountain-isolated market, the Beeline serves an area
with over 2 million people and 3V4 billion in spendable income.
(1955 Consumer Markets)
KOH O RENO
KFBK O SACRAMENTO
KMJ O FRESNO
) \
KERN O BAKERSFIELD
/HcCiatciuf ^ficadccLstiAA^ C&topou*Af
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
11 JULY 1955
193
4. How does radio's total audience vary during day?
SOURCE: "Word Daily Living Habits Survey" for MBS. fall 1954
Radio's
TOTAL
AUDIENt
MORNING AFTERNOON
E V
E N 1
N G
J
J
, .<
j
W^
:e
W
Millions
of Peopi
e
H
—
-■J
-
|-"
1
1>-
KEY
_
_
_
.
m
1 ^_
Total Listening
■
In Home
Listening
-
e-
9 10 10 1) 11-12 12 1 12 2 3 3 4 4-5 St. 6 7 7-8 8 9 9 10 10 -1
^ir
\\ an I stud) measures both in-home and out-of-home radio
radio audience b\ millions of individuals throughout day,
as shown in chart of "total audience'" above. Peak of "to-
tal"' listening comes in late mornings (10-11 a.m.) and in
early evening (6-7 p.m.). The $150,000 study utilized a
sample of some 7.000 households, employing a diary tech-
nique to record radio listening as it shifts I see chart
below) around the house, and out of home. Complete
study for MBS gives listening totals by quarter-hours for
each day of the week. Full study is available to admen.
5. How does location of "in-home" audience vary, hour-by-hour?
SOURCE: "Ward Daily Living Habits Survey" for MBS, fall 1954
DISTRIBUTION OF LISTENING -
® ©
AVERAGE QUARTER HOUR
© o ®
MORNING
349
406 9$
9 AM-12 N
6-11 PM
KEY ( A : Living room %jM Bedroom C Kitchen %*M Other room in home ( E ) Other place outside home
Radio follows the listener around the house today: no kitchens and bedrooms. In the afternoon,
longer must he trek into the living room. As Ward < hart similar, with out-of-home radio I mostly in
for MBS shows, half of morning radio is listened to in ing a major factor. Only at night does liv
"THK^-J
the pattern is
autos I becom-
ing room lead.
P h '■'■ ': fl R A ? ! f* <?
n n u i %i g « ii'4
page 7
WTIC
...By Every Measurement
A GREAT RADIO STATION
Measure of a Great
Radio Station
REPRESENTED NATIONALLY BY
THE HENRY I. CHRISTAL CO., INC,
NEW YORK.
.BOSTON.
CHICAGO
DETROIT.
11 JULY 1955
SAM FRANCISCO
195
6. Where does "out-of-home" listening take place?
SOURCE: The Pulse, Inc. surveys in August 1953 and November 1954
Location shifts to auto-, portables in summer
Location of
'out-of-home" .,//«!
listening
Auto
Summer '53
61.8%
Winter '54
54.8%
Work
25.5%
29.4%
Visiting
14.1%
16.8%
Portables
5.0%
0.9%
Restaurants
3.9%
3.5%
Retail shops
6.3%
10.0%
Schools, etc.
1.0%
1.6%
117.6%*
117.0%*
*multiple responses
7. How does "auto audience" size vary, hour-by-hour?
SOURCE: "Ward Daily Living Habits Survey" for MBS, fall 1954
MORNING AFTERNOON
.
EVENING
^%
Millions
of
People
AWAY
FROM
HOME
m
AUTOMOBILES
9 10 10-11 11 12 12 1 1-2 2 3 3 4 4-5 5-6 6 7 II 8 9 9 10 10-11
The U.S. is the world's most auto-minded nation. And,
with TV, of the cars equipped with radios, the radio
audience on wheels is sizable. Ward chart above shows
how this listening peaks in the morning, and rises again
to a high point in the afternoons, between 4 and 5 p.m..
when some nine million listeners on the average are
dialing radio in cars all over the United States. Nielsen
reports, meanwhile, that car radio listening has as high
as 3.4 listeners per set. and that this out-of-home listen-
ins can add an additional one-third to home tuning.
B A 0 ! 0 BASICS w« «
It Happens Every Day.. .Millions Of Times
Yep — the family goes to market in Hometown and
Rural America and they really "live it up." Clean-
ing tissue, automobile wax, hamburger and tender-
loin, toothpaste and toiletries. You name it . . .
they've got it at home and they buy it in huge
quantities. Here is a rich and responsive market
better and more effectively covered by the Keystone
Broadcasting network than by any other adver-
tising medium. Here is a market that TV overlooks!
• WRITE, WIRE OR PHONE FOR
CH I CAGO
HI West Washington St.
STate2 6303
LOS AN G ELES
3142 Wilshire Blvd.
Dunkirk 3 2910
NEW YORK
580 Filth Avenue
Plaza 71460
SAN FRAN CISCO
57 Post Street
SUtter 1-7440
Nice thing about Keystone is that you don't buy
speculatively. You can cut and try. You can pick
a group of eighty or eight hundred markets and
discover quickly whether 15 minutes across the
board will do the job or whether spots will move t be
merchandise and at a greatly reduced cost. The
KEYSTONE story is a juicy one. It's all meat and
no bone, fat or gristle. Why not let us tell you how
we can serve you?
|X^*TAKE YOUR CHOICE
A handful of stations or the network . . .
a minute or a full hour . . . it's up to
Y,ou, your needs.
|x"**>*ORE FOR YOUR DOLLAR
No premium cost for individualiied pro-
gramming. Network coverage for less
than "spot" cost for some stations.
IS*' O NE ORDER DOES THE JOB
All bookkeeping and details are done
by KEYSTONE, yet the best time and
place are chosen for you.
THE VOICE
\oF HOMETOWN AN
RURAL AMERICA
11 JULY 1955
197
1. How does network radio compare with other media as to cost?
SOURCE: CBS Radio Network research, May 1955
People reached per advertising dollar spent,
national advertising media, December 1954
MEDIA
ALL NETWORK RADIO
ALL NETWORK TV
MAJOR MAGAZINES
PEOPLE PER DOLLAR
575
356
277
Radio efficiency: On a conservative basis (see below) network radio reaches 61.5' i more
people-per-dollar than network tv, and nearly HO^r more than the top U.S. magazines.
SOURCES OF DATA:
Radio: "All Network Radio" data are based on 722 broadcasts, or 72% of all rated broadcasts whose
ratings and estimated time and production costs were listed by NRI for the two-week report period ending
11 December 1954. All calculations are by CBS Radio Network research.
Homes-per-dollar data were weighted by the number of broadcasts for each program. Listeners-per-100 homes
based on Multi-Market Pulse. November-December 1954.
Television: "All Network Tv" data are based on 607 broadcasts for which ratings and cost data were available
in NTI for two weeks ending 11 December 1954; these 607 broadcasts represented 80rr of all rated broadcasts.
Homes-per-dollar data were weighted by the number of broadcasts for each program. Number of viewers-per-home
is from ARB-TV National report for December 1954.
Mazazines: Data are for seven leading publications (Life, Look. Sat. Eve. Post, Colliers, Good Housekeeping.
Ladies' Home Journal, Woman's Home Companion). Average for one-page and two-page ads, including black-and-
white, two-color, four-color and bleed. ABC circulation as of 30 June 1954. Readers-per-copy from Magazine
Audience Group Study, 1949. Percent ad-noting from Starch Adnorms Report. July '53-June r54; men and
women noting for four general magazines, women only for three women's magazines. Space costs are one-time rates
in effect or announced for April 1955; production costs excluded.
Noters-per-dollar data for each magazine were weighted bv the number of ads of each kind and size reported by Starch.
8 /; fl \ >'i p. i- ?!f<! I naae 9
i: I': '-A-.:} U ft g i \f o fuye Cf
...and growing every day!
AGRICULTURE
OIL AND URANIUM
MANUFACTURING
TOURISTS
The Western M
Served and Sold by
®
^
Delivers Boom-Town Denver ond 302 counties in 12 slates (Nielsen)
Is the leader in creating local programs and personalities (or
Western tastes.
©Serves a farm and ranch population of 700,030 with 18 hours
per week of informative ond entertaining agricultural programs. To
many of these listeners, KOA has long been their only day-in,
doy-out source of vital news and weather information.
Population .
Households
Radio Homes
Buying Income
Retail Sales
FARM
700,030
191,140
175,850
TOTAL
3.633,000
1,088,420
1,049,020
$2,044,714,000 $5,226,724,000
$4,071,951,000
Source. 1955 Survey of Buying Power
(^
Is heard by more people who can't get TV than ony radio station
in the U.S. A !
1^)
Sells this ever-increasing market, developing and keeping
phenomenal listener-loyalty, as proved by 39% greater moil response
in 1954 over 1953.
LET KOA SELL FOR YOU!
DENVER
Covers The West 8^tf
NBC • 850 kc . 50.000 WATTS • CALL PETRY
11 JULY 1955
Send us your name and address for monthly factual
"Western Market" information folder.
199
-A
2. What is the cost-per-1,000 of the three basic network buys?
SOURCE: NBC Radio Research Department, January 1955
ICVMC BUY
NETWORK DAYTIME
QUARTER-HOUR
STRIP PROGRAM
PENETRATION
WEEKLY IMPACT
More than mx commer-
cials heard per daytime
listener weekly.
33,200,000 commercial
impressions
COST-PER-1,000
1 week
1,145,000
1 weeks
homes
8,083,000
66c-per-l,000
impressions
homes
BASIC BUY If
NETWORK EVENING
HALF-HOUR
ONCE WEEKLY
PENETRATION
1 week L. 550,000
homes
1 weeks 3.600,000
homes
WEEKLY IMPACT
More than 2V> commer-
cials heard per evening
radio listener.
6.327,000 commercial
impressions
COST-PER-1,000
Sl.58-per-l.0i to
impressions
BASIC BUY f^
THREE SCATTERED
NETWORK RADIO
PARTICIPATIONS
PENETRATION
1 week _ ...4,082,000
homo
4 weeks ...7307.000
homes
WEEKLY IMPACT
More than 1.2 commer-
cial- heard per radio
listener.
6.857,000 commercial
impressions
COST-PER-1,000
Sl.28-per-l.000
impressions
Basic network buys, as chart above compiled by NBC radio presentations shown to agencies. Source of home
Radio reveals, can deliver a thousand listener impressions data is Nielsen's NRI, whose homes-reached figures were
for as little as 66c. The\ are part of recent four-network multiplied bv Pulse listeners-per-set averages for chart.
3. How does network radio compare with network tv on a cost basis?
SOURCE: A. C. Nielsen, January-February 1955 NRI average network program
Cost-per-1,000 commercial minutes
Radi
DAYTIME
NIGHTTIME
Radio vs. tv: Daytime television costs 50% more than
davtime radio network shows in order to reach the average
home with one minute's worth of commercial in a network
program. Nighttime tv also lags behind nighttime radio on
the same efficiency yardstick. TVs nighttime "cost-per-1,000
SI. 04
$2.50
81.56
83.29
commercial minutes" is 32'. higher than radio's. This cost
measurement is a Nielsen concept designed to make longer-
length shows with longer commercials comparative with
shorter network programs containing more brief commer-
cials. It draws comparison of spectacular*, soap opera.
RADIO BASICS p^ocio
FIRST IN SPRINGFIELD
AUDIENCE ACCEPTANCE
MONDAY THROl GH
SAT1 \i\)\\
WTXL
"A"
"B"
4ip"
"D"
■1
"1 ■'*"
"G"
"H"
Ollin
VMS
1 \I
7:ini \.\I.-1J NOON
!'::.!
20.6
l1).::
13.1
7.9
4.6
2.7
L.6
0.7
0.5
12:00 NOON-6:00 P.M.
33.1
16.0
12.1
14.7
7.6
7.3
4.2
1 1
2.0
1.7
f):00 l\\l..."..un P.M.
34.0
:'<).:
17.5
8.4
7.1
10.5 1
0.4
1.1
Spriimficid. \Ia-- acliusetts. Novemlicr ]').>! Hooper
V ADVERTISER ACCEPTANCE
ACCOUNT
Ballantine Reer
Blue Cross Blue Shield
Bond Brrail
Camels
Clapp's Baby Foods
( lolonna Cheese
Colgate Shai ing Cream
Daw son's Beer
Ford Motor Co.
Hathawaj Bread
llo»te~s ( lake-
Hudson Papa Napkins
Ladies Home Journal
Life Magazine
I ,0( w's
'Jan.- June, 1955)
AGENCY
\\ iiliam Esty Co.
Sutherland Abbott
B. B. I). <).
\\ iiliam Esty Co.
Young & Rnbicam
Paris & Peart
Bryan Houston
K'-in^olil & *'n.
J. Salter Thompson
Bresnick Co.
Ted Bates
Bii'u . Biern, Toigo
B. B. 1). o.
Young & Rubicam
l>"i 'I & i '">■
ACCOUNT
Mass. !>'!>t. oi I omm
National Biscuit Co.
National Eletr. < >>ntr. Vsso.
New England Tel. 8 Tel
Pall Mai]
Readers Di
Rheingold Beer
Robert Hall
Ruppert"- B< I I
Sanka < loffee
Saturday Evening Post
Silicare
Simonize
Sun Oil Co.
I'urtle \\ ,i\
\\ i. nil. r Bn id
AGENCY
Jam- I is ( liirui.'
Mi ' u n-EricksoD
Fuller, Smith & B -
Harold <
5. S. C & B
b & !'••
I oa ( B
S 'Inn
Biow. Bi
Young & Kui
B B D 0
traub
- S
Ru!lir3'
w . B D
MEMBER STATION
For avails and ntlier information,
.all I.arrs Reilly, Gen. M_r . WTXL,
Springfield, Mass., RE-9-4768 <>r an)
office of the Walker Representation
Company.
11 JULY 1955
201
to do real selling . . .to achieve continuo\
big season (and small fortune) elsewhei
CBS Radio Network, where they'll be makin
50$ a thousand. . . and they'll have U\
customers what to ask for when they
till the most attractive way
VJosnre, economically. After spending a
zazel Bishop will now be selling on the
ynmercial minute impressions for less than
l\ferent occasions every week to tell the
tning this summer. Hazel Bishop will sell cosmetics on 11 ends U arren and the News, and the new.- mtda/ternoon
f Robbins Show on CBS Radio. Other major purchases recently made on CBS Radio. McKesson & Robbiru. now sponsoring
Godfrey Digest Friday evenings. F II iloolworth ^^^^< "ompany . sponsoring the hour-long Sunday afternoon musical
\am, The U'oolworth Hour. Amoco, also on Sunda\'^^ ^^ afternoons with Rhythm on the Road.
6. How much spot radio is needed to reach "saturation" levels?
SOURCE: Various Colgate agencies; SPONSOR research
You need announcements totaling
this number of rating points to , , .
400
140
40
. . . REACH 25% of radio homes .... 50% of radio homes ......
75% of radio homes
CHART ABOVE is based on formula developed as planning aid
for Colgate's ad agencies. Note that spot frequency is geometric;
to triple homes-reached, you must boost spot frequency about 10
times. Rating point levels in chart refer to simple arithmetic sum of
ratings of time slots you're buying in major city. Formula is guide,
not absolute, but most veteran timebuyers use comparable formulas.
5. What are the costs of spot radio campaigns in top markets?
SOURCE: "Spot Radio Guide, Free & Peters, based on A.C. Nielsen NCS data, current radio rates for highest-cost stations.
Markets 13 Weeks 26 Weeks 39 Weeks
DAYTIME
NIGHTTIME
The Top
50
75
100
125
161
50
75
100
125
161
50
75
100
125
161
50
75
100
125
161
20 Daytime Minutes Per Week
$458,234.40 __ _. $ 801,910.20.... $1,202,865.30
558,864.80 978.0 1 3.40 ._ 1,467,020. 10
644,727.20 _ 1,128,272.60. 1,692.408.90
702,353.60 1 .229,1 18.80 1,843,678.20
794,447.68.. 1.390,283.44 2,979,178.80
20 Daytime Station Breaks Per Week
$350,261.60.. $ 612,957.80 .... $ 919.436.70
439,088.00 _ 768.404.00 1.152.216.00
509,454.40 .. 891,545.20 1.337,317.80
564,990.40 988,733.20 1,483,099.80
651,499.68 ... 1,140,124.44 1,710,186.66
81,603,820.40
1.956.026.80
. 2.356,545.20
2.458.237.60
3,972.238.40
SI, 225.915.60
1.536,288.00
1.783.090.40
1.977,466.40
. 2.280,248.88
10 One-Minute Nighttime Announcements Per Week
$324,773.28.
396,095.44
456,950.52
577.374.72
704.169.44.. _
812.356.48
497,792.88 884.965.12
563,064.84 1,001,004.16.
$ 866.062.08 ....
.... 1,056,254.16 ....
._ 1,218,534.72
.... 1,327,447.68 .
_ 1,501.506.24
10 Nighttime Station Breaks Per Week
$275,831.01 ..$ 490,366.24 $ 735,549.36.
345,781.80 675,123.80 - . 1,012.685.70
401,134.50 .... 713,128.00 1,069,692.00 ....
444,929.94 790,986.56 1,186.479.84 ....
513.055.53 ... 912.098.72 1.368.148.08
$1,010,405.76
1,232.296.52
1.421.623.84
1,548.688.96
1.751.757.28
8 858.140.92
1.25 1.642.48
1,247.974.00
1.384.226.48
1.596,172.76
"Prices shown are maximum, unadjusted (no discount; figured) rates on highest-cost outlets.
''■ '<■■ '>, ft
H '■/■ '■ '■'/
',/, •>'■ ■•>. '.
page 11
WPEN
Shows the greatest rating increase
of any station in Philadelphia"
PuU« Jiui.Fch. 75/ -'55
x\
AGAIN!
In the latest Pulse period
WPEN
shows the
Greatest Rating Increase
of any station in
Philadelphia*
Represented Nationally by Gill-Perna
'Pulse March- April 1954
March- April 1955
11 JULY 1955
205
o \ bitting*
1. How much money (gross) has been invested in net radio ('50-'55) ?
SOURCE: Publishers Information Bureau
NETWORK
1950
$35,124,624
$70,744,669
$16,031,977
$31,397,650
I95I
$33,708,846
$68,784,773
$17,900,958
$54,324,017
1952
$35,023,033
$59,511,209
$20,992,109
$47,927,115
1953
$29,826,123
$62,381,207
$23,176,137
$45,151,077
1 954
$29,051,784
$54,229,997
$20,345,032
$34,014,356
1955
First 3 Months
$7,320,805
$12,524,418
$4,109;505
$8,282,310
YEARLY TOTALS
J193Q\ $27,694,090 iJS^M $187,800,329
(19351 $49,293,901
fl9H/l $96,455,603
Qjgg
$183,358,920
$174,718,594
[19521 $163,453,466
/l953l $160,534,544
JJ954J $137,641,169
2. How much have advertisers spent for spot radio time ('50-'55) ?
SOURCES: Federal Communications Commission; SPONSOR estimates
145
125
105
85
65 I
45
1948
1949
1950
1951
1952
1953
MILLIONS
1954
$104,759,761 $108,314,507 $118,823,880 $119,559,000 $123,658,000 $135,000,000 $138,000,000'
Dollar figures show national spot revenues of stations AFTEB trade discounts of fre- "SPONSOR estimate based on industry and station rep forecasts.
quency and dollar volume: BEFORE commissions to reps, agencies, brokers.
it <\ ■->. '. y '/ n « '. V 4 | puyv ±a
Where listening gains most
WOLF has the most .
(3-TO-6 P.M
• •
RADIO SETS IN USE — |AN TO APRIL
Station WOLF
leads all stations
with 38.2% of
the audience;
ncarly twice its share.
1954 1955
1955 ABOVE OR
(BELOW 1954i
3.00
3:30
7.5
7.5
9.5
8 3
26.7
10.7
4:00
4:30
7.2
6.2
9.6
13.3
33.3
114 5
5:00
5:30
9.0
12.5
12.4
13.8
37.8
-f 104
HOOPER RATINGS
STATION WOLF
RATING SHARE
1
2 6
3.0
27 3
36 4
4 3
6.3
44 9
47.4
4.8
4.8
38 7
34.7
(
SPRING
1955
POPULATION • LABOR FORCE
AUTOMOBILES • BUSINESS FIRMS
MONTHLY SALES COMPARISONS
INDUSTRIAL WORK HOURS
SALES ESTIMATES
TELEPHONES
HOOPER DATA
HOME LISTENING
AUTO LISTENING
STORE LISTENING
4 YEAR TRENDS
8 YEAR AUDIENCE TREND
T V. OPERATING HOURS
4 YEAR SETS-IN-USE
COMPARISON BY Vi HOURS
SEPTEMBER - DECEMBER INDEX
PROGRAM SCHEDULE
RATE CARD
WOLF SPONSOR BREAKDOWN
FIELD INTENSITY MAP
&%**** -
m?°"plpr
NATIONAL SALES REPRESENTATIVES -THE WALKER COMPANY
REGIONAL W 0 W 1$ NOW
^j**-'
mf • ^v
$*>4 BltUOH
AlflRKO.
*.
.^'
BASIC
CBS
RADIO
2$
*****
...A
BJ ST D-J's
IN OMAHA
and in
170 RICH
COUNTIES
(One-third in rich Western Iowa!)
Tops in Every Way . . . that's Radio WOW . . .
now proudly a basic CBS Radio affiliate.
Top WOW personalities . . . great names like
"Jolly Joe" Martin . . . Connie Cook . . . Mai
Hansen . . . and Ray Clark . . . are eager to sell
your product!
Radio WOW is a top buy ... a must basic buy
in every national schedule!
Call your John Blair man today!
Frank P. Fogarty, Vice Pres. & Gen. Mgr. % Represented by John Blair & Co.
Affiliated with "Better Homes & Gardens" and "Successful Farming" Magazines.
"Regional
RADIO
WOW
Dial 590
5000 WATTS
OMAHA
208
SPONSOR
1955 I II I FACTS B W "> SKI IH'\
&
time buying
)
40,000-word book-digest of 13 RTES seminars
Seminar
I
Seminar £,,
Seminar J,
Seminar *T.
Seminar O.
Seminar 0.
Serninar /.
Seminar O.
Seminar y.
Seminar [[).
Seminar [ 1 .
Seminar \£.
Seminar iCi.
Page
The basics of audience measurement 2
Pitfalls-pratfalls in audience research 4
Guides to more effective timebuying 8
How to engineer a good buj 10
know your markets 13
Vgencj practice aints and sinners lb
Whal buyers, sellers expect <>l each other 19
How networks work; bow lo buj them 22
Can yon do better with spot? 26
Whal «lor- coverage cover? 29
Does merchandising sell merchandise? 32
Discussion of the \KK Report 34
There's a rainbow in your future 37
Reprints will be ntade available in naafclel farm. Price per copu 92. QmntifH rates
on request. Write to Sponsor Services, inc.. 10 E. tftth St.. \etv 1 ark 17. V >.
timebuying
BASICS
First practical
textbook (40,000
words) on tv
and radio buying
Here for the first time is the world of radio and television timebuying — in breadth
and depth — as seen by America's foremost experts in the field. On succeeding pages
are edited transcripts of the 13 seminars held under the auspices of the Radio and
Television Executives Society of New York. Objective of RTES was to provide the
thousands of timebuyers of the U.S. and Canada with best possible radio and tv
timebuying background and tips. This book within a book will prove of excep-
tional value to everyone identified with radio and television and interested in its
problems and their solutions. (Timebuying Basics reprints will be made available.)
RTES TIMEBUYING SEMINAR COMMITTEE MEMBERS AND MODERATORS
CLAUDE BARRERE. BMI Eastern
director, tv ; chairman of KTKS
seminar committee
THOMAS McDERMOTT, N, W.
Ayer, NY., vice president, radio
and tv; moderator
ROGER PRYOR. FC&B, NY., v.p
radio- tv; RTES president during
period of timebuying semihard
MARY McKENNA. \VNE\Y. N.Y.,
director of research & sales develop
ment ; committee member, moderator
VERA BRENNAN. Scbeideler, Beck
& Werner, N.T., head buyer; com
niittee member, moderator
FRANK PELLEGRIN. H R Reps.
N.Y.. v.p.; committee member,
and a moderator
GORDON GRAY, \VOR and WOR-
TY, New York, v.p. ; committee
member, moderator
FRANK SILVERNAIL. BBDO,
NY., manager of station relations;
committee member
PAGE 1
TIMEBUYING
BASICS
Sent i
nar I .
THE BASICS OF MJDIENCE MEASUREMENT
Speakers Ward Dorrell. vice president and researeli direc-
tor, John Hlair and Co.; Donald Coyle. director of tell
sion research. ABC. Moderator teas Gordon Gray, vice
president-general manager wok and wok-tv. n. y. c.
BISTOm OF RATINGS
WARD DORRELL: Fan mail was one of
the earliest methods of Judging program
popularity, but it was soon evident that
the people who wrote the station and
network were not typical. Some better
method of determining the listeners'
likes and dislikes was mandatory, and
upon this concept audience measure-
ment was born. Have any of you who
are harried, upset and bedeviled by the
current confusion of audience measurements ever won-
dered who started it all? Do you often wonder if his con-
science bothers him? I don't know exactly who first
thought of audience measurements, but in 1929 Archibald
Crossley started using a telephone recall method asking
respondents what programs they had heard the previous
day. Not long after this the 4 A's and the ANA formed an
organization called the Cooperative Analysis of Broadcast-
ing, or "CAB." They initiated the first continuous plan
for measuring program popularity and retained the Cross-
ley Co. to produce the measurements. The operation was
non-profit and reports went to members confidentially.
This unaided recall system, making use of the telephone
home sample, had obvious deficiencies. But it served the
advertising agency and advertiser in limited fashion for
approximately five years.
About 1934 the firm of Clark-Hooper engaged in the
measurement of newspaper and magazine readership, was
invited by an advertiser to do a special survey of radio
listening using the telephone home sample. They asked
the respondent what they were listening to now, rather
than during some previous span of time — and the coinci-
dental method was born. Soon the method was expanded
to 33 cities and the Hooperating popularity service became
a strenuous competitor to the CAB. Many of you remem-
ber The Green Pocket Piece.
Alas, even then, as now, large differences were noted in
comparisons of the competing ratings. Battle lines were
drawn, and the war was on between "telephone recall"
and "telephone coincidental." We might refer to it as the
Twenty Years War, for it is still continuing with other
contenders in the lists, replacing the vanquished.
The mechanical recorder reared its electronic head
about 1943 sponsored by the A. C. Nielsen Co. They were
engaged in producing a Food and Drug Index upon a large
scale serving manufacturers of food and drug products,
and they entered the radio audience measurement field
with the Nielsen Radio Index produced by the Audimeter.
The recorder provided the industry with a projectable sam-
ple, whereas the Hooper method was confined to reporting
relative popularity between programs and networks. The
competition was rife between the so-called "national rat-
ings." About 1950 Nielsen and Hooper made a deal and
Hooper withdrew from the national field, abandoning his
36-city Popularity Ratings upon payment by Nielsen.
While the coincidental rating was in its hey-day, pub-
lishing a so-called "national rating." the growth of the co-
incidental rating as a measurement of local station popu-
larity grew rapidly. The evolution of these city reports was
a logical outgrowth of the 33 < later 36 ) city ratings. The
number of calls was relatively low but by accumulating the
Inten lews foi i Dve-month b
to report thl
The tample
broadca I time
nlng" were n poi ted Bui
the mea lurei to repo
using iub- ample, until I
mum "conclusive" be
the tattoo during the middli Portii
grew and grew I I • 11
projected to the number of U
Man', aid that i
duced n v.a . ancient
measurer for more frequ Una mi
base of approximately 22 -railed ;;
od were publi bed. But the station sul
the Instability ol mea ur< mi nl i upon
and a variety of arrangemenl made to ampllfj
ample size, During this period tl j popula
rating was sold to Nielsen and the
conducted in these , as abandoned. I
were on their own and able to order reports based upon
sample sizes according to their desires and ook.
Dr. Sydney Roslow— encouraged by the shortcon I
the telephone coincidental — introduced the P i .rts
in 1941. Durum this year Dr. Roslow conducted three or
four experimental studies in audience research, perfecting
the roster technique with financial support of a half-do
broadcasting organizations. In October, he launched 1
Pulse of New York as a new audience research organiza-
tion, with four of his summer clients — NBC. CBS. WNEW
and WOV as regular subscribers.
The technique then used is substantially the same as
that which The Pulse uses today. In the intervening years
the sample size has increased, the number of day-parts
stepped up from three to four and the quota sample -
tem. which starts with a pre-conceived sample comprising
the correct proportions of economic and other groi.
changed to a probability sample method. This involves
the random selection of every nth family in the area to be
surveyed so that, while nothing is known in advance about
any individual family, the overall sample is representative
of all families in the area. Personal interviews and a
house-to-house survey with a scientifically selected sample
are the foundation of the Pulse surveys.
During the period between 1940 and 1950 many cities
accepted the Pulse technique. The basic reason for the
growth was the inherent advantage of the technique in
producing larger sample sizes than those commonly used
by the telephone coincidental, the practicality of produc-
ing more frequent reports, generally on a bi-monthly basis
for the important markets, and the complete cross-sec
of the market, rather than just the telephone homes.
Today Pulse is produced in over 100 cities on a continuing
basis, and is used by many advertising agencies and nets.
While audience measurement history was being made
the medium of television appeared on the scene. Experi-
ments were made to obtain measurements of this new me-
dium in a combined survey technique, using the one inter-
view, whether telephone or personal, to produce the raw
figures for both tv and radio reports. It was during I
experimental procedure that much damage was done to
the radio industry by incomplete measurements on a com-
bined interview basis. The telephone technique was intro-
duced using the now discarded and fallacious question.
"Are you looking at television or listening to the radio
just now?" and experiments were conducted by my com-
pany that proved rather conclusively that this technique
sold radio dowr. tie river, and gave television larger audi-
ences than was actually the case.
It was soon discovered that the only technique which
was inherently satisfactory to measure both television
audiences and radio audiences at the same time was the
personal interview. The reason is simple, for when the in-
terviewer is in the home it is easy to establish that the
PAGE 2
-.
The 1954 Billion Dollar Club
SALES OR REVENUES
19S4
General Motors Corp $9,824
Standard Oil Co. (N.J.) 5,661
Bell Telephone System 4,784
Great Atlantic & Pacific Tea Co. . . E4,000
U.S. Steel Corp 3,241
• Sears, Roebuck & Co 2,965
General Electric Co 2,959
•Swift & Co 2,511
• Chrysler Corp 2,072
► Armour & Co 2,056
' Safeway Stores, Inc 1,814
►E.'l. du Pont de Nemours & Co 1,709
►Gulf Oil Co 1,705
►Standard Oil (Ind.) 1,660
Bethlehem Steel Corp 1,657
► Westinghouse Electric Corp 1,631
► Socony-Vacuum Oil Co 1,609
► Texas Co 1 ,574
► Shell Oil Co 1,312
► National Dairy Products 1,210
► Standard Oil (Calif.) 1,113
► Kroger Co 1,109
J. C. Penney Co 1,107
► Goodyear Tire & Rubber 1,090
^American Tobacco Co 1,069
©Boeing Airplane Co 1,033
► ©Sinclair Oil Corp 1,021
► Ford Motor Co ©
E— Business Week Estimate
©New member
©Does not report sales, but is in billion class.
1946
% GROWTH
dollars)
SINCE 194*
$1,963
400.5
1,622
249.0
2,094
128.5
1,435
178.7
1,496
116.6
1,045
183.7
679
335.8
1,308
92.0
870
138.2
1,184
73.6
847
114.2
662
158.2
562
203.4
651
155.0
788
110.3
378
331.5
761
111.4
587
168.1
443
196.2
742
63.1
373
198.4
574
93.2
677
63.5
617
76.7
859
24.4
14
376
171.5
©
©
©BUSINESS WEEK
BUSINESS WEEK • Apr. 23, 1955
of the
members of the
Billion Dollar Club realize:
rrNo selling campaign is complete
without the WBC stations
>>
In 1954, twenty -eight companies in the United States sold over a billion
dollars' worth of goods each. These companies certainly know something
about selling. And twenty-five of them were among the more than 250
national advertisers on WBC. Keeping them company are lots of smaller
guys who know something about advertising, too. Over 1,200 local
advertisers put WBC in their selling campaigns.
National advertisers know that 1 6 of America's sales are made in
the six markets served by the WBC stations . . . that they need the
WBC stations to complete their selling campaign. And local advertisers
have found that no other station gives them the coverage and sales
impact of their WBC station. If your selling campaign doesn't include
the WBC stations, call Eldon Campbell, WBC National Sales Manager
at MUrray Hill 7-0808, New York, or your WBC station.
W
0®
WESTINGHOUSE BROADCASTING COMPANY, INC.
WBZ + WBZA • WBZ-TV, Boston; KYW • WPTZ, Philadelphia. KOKA • KOKA-TV. Pittsburgh;
wowo, tort Wayne; kex, Portland; kpix, San Francisco
KPIX represented by Thk Katz Agency, Inc.
All other WBC stations represented by Free & Peters, Inc.
PAGE 3
home is a television home, and to conduct the complete
radio interview before going on to the tv interview. There
is not the possibility of the respondent being too eager to
report their tv viewing and neglect the fact of radio lis-
tening as was the case with the combined telephone inter-
view. In fact, it is only because the interviewer is in the
home that she can probe as she must, to elicit all of the
radio listening that takes place in multiple-set homes to-
day. It is believed even today with the abandonment of
the combined telephone tv and radio question that the
telephone interview is incapable of obtaining all the facts
on radio listening, not only in the home but "out-of-
home" listening.
A recent release by Pulse, Inc. which reports the out-of-
home-audience states that the increase due to out-of-home
listening adds 23.8% to the in-home sets in use. Projected
nationally, these results would indicate that any time of
day over 2.000,000 families are listening out-of-home.
We are now entering the history of confusion on the
part of the user of audience measurements. Confusion
established by attempting to report the listening and look-
ing audience on small inadequate samples, of a limited
area of station coverage and by the use of techniques that
cannot elicit the facts of entire radio listening.
Certain basic changes were made in the Hooper tech-
nique, particularly in the production of television reports.
After the exposure of the inadequacies of dual telephone
questions in the interview, Hooper started using diaries in
conjunction with the telephone coincidental, using the
telephone calls to adjust the responses from the diary
homes. The coincidental telephone portion of this com-
bined technique is still used to provide limited city reports
of radio listening. Smaller and smaller samples are being
attempted to report radio and it is my belief that in many
cases estimates resulting from this limited sample have in-
herent statistical variations much too large to make these
reports particularly usefuK If you want to learn more, and
every user of audience measurements should have consid-
erable knowledge of the standard error inherent in all
sampling operations, I _ suggest you get a booklet produced
fcy my firm which treats this subject in detail, providing
you with simple charts from which you can judge the re-
liability of measurements based on various sample sizes.
To those of you who are using audience measurements in
your daily activities, I suggest that before you use the fig-
ures in these reports as categorical measurements of audi-
ence size, you keep in mind that all are based on some
form of sampling, and it is axiomatic that all forms of
sampling have inherent statistical errors. Keep in mind
that these figures are only estimates, having a wide range
of possible variation, and that many other factors should
be considered before you bass serious decisions involving
many thousands of dollars of your client's money on them.
WHY RATINGS DIFFER
DONALD COYLE: It is stimulating for
me to work in an industry which un-
questionably spends more money than
most other industries for research per-
formed outside the realm of the "labo-
ratory." And like all researchers, I re-
sent the gibes (whether real or un-
founded) which are made about the art
we are discussing here today.
Some weeks ago an article appeared
in a leading national magazine which, while extremely
damaging, summed up neatly all of the broadcasting in-
dustry's own unfavorable thoughts and expressions on
"The Tv Numbers Game."
In the preparation of the story, interviews were sought
with some of television's recognizable talent, as well as
some of the so-called experts in the field of ratings re-
search. Here are some of the revealing comments which
appeared in print:
A network official: "You won't learn anything from rat-
ings. One rating service has you No. 3 just behind / Love
Lucy and Dragnet; but another, which is supposed to be
measuring the same audience, has you No. 24."
A tv performer: "It's just like you go to Lindy's Restau-
rant and see three people eating sour cream and then you
say 'Everyone in the United States eats sour cream'."
The Author: "Broadcasting executives are aware of a
deep-rooted fear of the rating services throughout the in-
dustry, based on a suspicion that harm can come to those
who criticize the system."
It sounds like chaos; it most certainly is confusion. "Who
knows who's on top?"
Fortunately, several years ago, the industry took steps to
"get its own house in order" through the Advertising Re-
search Foundation. At that time subscribers were polled
to determine what projects the Foundation should under-
take first. The resulting vote showed an overwhelming
desire for a study of the widely divergent radio and tele-
vision rating methods and results, and so the first study
was begun. The culmination of two years of work is
soon to be out. (Editor's note: published December 1954.)
Basically, there are three reasons for differences in audi-
ence measurements:
Difference of . . .
1. Method: such as the technique employed in gather-
ing data; elapsed time between broadcast exposure and the
act of obtaining the audience information; and the type of
measurement reported.
2. Sample: such as type of sample employed, sample
size and geographical area covered.
3. Procedure and processing: such as handling of tabu-
lations, reporting period used and the particular broad-
casts covered.
Bearing in mind these three fundamental factors which
can cause rating divergences, I would like to discuss brief-
ly the two tv national audience measurement services with
which we, at ABC, are principally concerned — the Ameri-
can Research Bureau and the A. C. Nielsen Co.
As to method: ARB employs diaries. National reports
are issued monthly, covering a one-week period which is
usually the first week of every month. Reports for alter-
nate-week programs are issued also, based on a smaller
sample.
Nielsen uses a metering device which records tuning ac-
tivity on a receiver. The published national Radio and
Television Reports cover broadcasting activity for a two-
week period. Nielsen reports this activity during all but
four weeks a year.
As to sample selection: The universe for the ARB na-
tional sample is the entire United States. A completely
new sample is chosen every month. The sample is selected
so that every television home in the country (insofar as
possible) has an equal chance of being selected.
All diaries are mailed to tv homes which have indicated
no disinclination about accepting a diary. Where possible
a telephone request occurs on the day before the diary
week is to begin and again during the middle of the week.
In areas which cannot be reached by interviewers a pre-
mium device is used to insure cooperation. Self-mailers
accompany the diaries and the families are requested to
return them to ARB at the end of the survey week.
Final tabulations are usually based on 1,700 or 1.800
completed diaries, although as many as 2,800 are some-
times mailed out.
Unlike ARB, the basic Nielsen sample was chosen only
once. Here, too, the sample was selected so that every
home in the United States had the same probability of
being chosen (with the exception of the Mountain Zone
which Nielsen, for economic reasons, has omitted from
his sample) . In order to obtain wide geographical disper-
sion, a 451-county sample was chosen.
Inducements are offered to participating homes in the
form of premiums. In addition, I understand, the Nielsen
Co. offers to pay 100% of cost of maintaining the radio
sets in working order; 50% of the similar cost for tv sets.
In the case of the mailable Audimeter, in which the
Most comprehensive survey
ever made of a radio audience
There's a new report out on radio listening.
Advertisers will find it absorbing . . . for a good
many reasons.
• It measures audience quality as well as quantity.
• It measures station preference as well as pro-
gram preference.
• It measures listening habits 24 hours a day,
upstairs, downstairs, indoors and out.
• Its sample is big so big that the report is
conclusive, definitive.
The survey was made by Alfred Politz
Research, Inc., in an area that includes parts of
four states. There are 197 radio stations to choose
from in that area. But survey results show that
41.4 per cent of the adult listening audience is
tuned daily to one station — WJR, Detroit.
Whether it's news, drama, farm reports, sports,
homemaking shows, music, or variety — makes no
difference. Morning, afternoon, evening, all night
— no difference. The overwhelming percentage of
people prefers WJR.
That's because WJR is a radio station with a
personality. The personality accounts for circula-
tion -millions of steady listeners who tune to
WJR for the kind of programming they want.
The Politz report is fascinating — don't fail to
read it! Either write WJR, Detroit 2. Michigan, or
ask your local Henry I. Christal Company repre-
sentative for a free copy.
The Great Voice of the Great Lakes
WW ^J I^K Detroit
50,000 Watts CBS Radio Netuvrk
for your advertising dollar . . . th.
That's the new. frwt WJR-Palitz Survey. Get it
if you want to sell Detroit and the Great Lakes Area.
11 JULY 1955
215
1
TIMEBUYING
BASICS
sample home is required to mail the filled cartridge back
and replace it with the new cartridge, 50c is offered per
replacement. Where tape Audimeters are still being used,
a Nielsen representative calls every two weeks, removing
the consumed tape and installing new tape.
As to the data they produce: Both ARB and Nielsen re-
port audience data on a household base, with the former
reporting viewing data as recorded by sample homes and
the latter reporting set tuning activity as it takes place
within the home. Both techniques theoretically can mea-
sure all household sets, with Nielsen's sample currently
limited to program data on a maximum of five receiver
units; two of which can be tv sets.
Both report a cumulative-type audience figure: ARB, the
total number of different households viewing for each 15-
minute segment measured, or for shorter periods when
programs of lesser duration are involved; Nielsen, the total
number of homes tuned six minutes or more to a given
broadcast. In addition, Nielsen can produce average in-
stantaneous audience figures as well as total cumulative
figures for the duration of a program or a segment of time.
Both services can report unduplicated household audi-
ence data for two or more broadcasts, with ARB being
limited to the measured week of broadcast activity. Both
organizations report program audience characteristics —
Nielsen based upon households and ARB based on viewer
characteristics.
Here, briefly, are some of the typical applications of
audience material by a network.
Station Relations: Principal interest is at the local level,
particularly with reference to the relationship of local rat-
ings with national data. Such information as can be sup-
plied us by ARB is extremely helpful in examining the
relative strengths and weaknesses of our affiliates in deliv-
ering audiences to a network program. Where delayed
time periods have to be purchased, very interesting an-
alyses are possible against "new" competition. Often
trends are more readily discernible which occasionally lead
to scheduling changes and perhaps even format changes.
Then, too, there is always the problem of station rates
and compensations, on which recommendations from Re-
search are possible only after an analysis of delivered
audiences for stations of comparable size in somewhat
similar markets.
Programing : Here principal interest lies in the so-called
"popularity" reports as published by Trendex and Nielsen,
the latter under the name Multi-Network Area Report.
Each program trend which develops is quickly noted and
digested by management, whether it be caused by the en-
trance of a new show in a time period, a format change
or a time period shift. Trendex, which employs the tele-
phone coincidental technique, is our principal source for
this type of information.
Trends are later reviewed in light of published Nielsen
data which, although slower in arrival, lends itself more
fully to special analysis work.
Sales: A program's full audience size measurement is of
major import to the sales department. All favorable data
are funneled to this unit whether it be a good cost-per-
1,000 study on the Breakfast Club; relative rating gains
against competitive net shows; or the story of the large
cumulative audience reached by a weekend radio news
package.
QUESTIONS AND ANSWERS
Q. How is cost-per- 1,000 figured?
A. (From Ward Dorrell) There are as many ways of
figuring cost-per- 1,000 as there are people in this room.
Basically, the formula is very simple.
When you project your rating and you know from this
projection the number of homes that are listening or look-
ing at a program if you have that number in thousands,
you simply divide it into the number of dollars. Divide
dollars by the thousands of listeners, and you will have a
PAGE 4 cost-per- 1,000.
Q. Is that for number of homes or number of people?
A. "From Ward Dorrell) What did you want, the num-
ber, the cost-per- 1,000 homes or the cost-per-1,000 peo-
ple? If you want the cost-per-1,000 people, then you con-
vert homes into people. You can use your census defini-
tion, 3.3 average people per home, or you can find a report
which gives composition of the audience — the number of
listeners per listening home. The Pulse report gives you
listeners per listening home. I don't believe the Hooper
reports do. If you know the exact number, the ARB Tv
report gives you composition of audience, the number of
listeners per set, so you can convert sets to listeners, or,
if you wish, by applying an average factor which you get
from census data, about 3.3.
If you want it more specifically and the type of report
that you use gives you audience composition and listeners
and lookers per set, convert homes into people and divide
people into dollars and you get cost-per-1,000 people. * * *
Seminar
2.
PITFALLS AND PRATFALLS IN RESEARCH
Participants in this seminar on audience ratings and
rating services were Tom Lynch, Young & Rubicam media
buyer with 19 years' experience; Lloyd Venard, president
of the station representative firm of Venard, Rintoul &
McConnell; and Dr. E. Lawrence Deckinger, vice president
and research director of Biow-Beirn-Toigo and chairman
of the Ratings Review Committee of the Advertising Re-
search Foundation. Miss Mary McKenna, director of re-
search and sales promotion at WNEW, New York, and
formerly a Benton & Bowles timebuyer for many years,
was moderator.
Because of the integrated nature of this session and for
clearest understanding of a complex subject, sponsor is
presenting the commentary under four divisions: (A)
meaning of ratings, (B) use of ratings, (C) calculations
with ratings, and (D) questions and answers.
A. MEANING OF RATINGS
LARRY DECKINGER: What I say now
concerns pitfalls that stem from a mis-
understanding of the meaning of rat-
ings. Let's remember that "ratings" are
audience size measurements, nothing
less and nothing more.
One of our great difficulties is that
we expect "ratings" to do more than
they are intended to do. They are not,
unfortunately, sales measurements. No
one has yet figured out a way to get sales measurements
from most programs for most products. And even if sales
measurements were possible, we would want audience size
measurements anyway. Audience size measurements tell
us something about one of the elements that go into sales
productivity. Instead of being so apologetic about what
we don't have in this field we ought to be awfully grateful
for the things we do have.
Don't the other media wish they had half as many mea-
surements as we have here in radio and television! Yet,
somehow this seems to be open season for attacks on the
ratings. There is the story that recently appeared in
Collier's. I think that was a rather unfair attack on the
ratings people.
What causes all this trouble?
What causes the confusion that's responsible for the at-
tacks on what is really a good thing? Norman Glenn, the
Doherty, Clifford, Steers & Shenfield Norm Glenn, at the
Ohio State Conference recently said that the trouble is
that the ratings services are measuring different things.
He says that's why they get different results. Well, that is
true. But we can't accept that as a full explanation.
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11 JULY 1955
217
TIMEBUYING
BASICS
You ask the ratings-maker how big is the audience for
a program. That seems like a very simple question. But
when you analyze the answers, and you find out why they
are different, you find, as Mr. Glenn says, they are all
answering somewhat different questions.
It is sort of like getting up in the morning and asking
your wife, "Is my face red?" and she were to say "Well, if
it is, then you are wearing suspenders." You might be able
to figure out what she is saying, but you would probably
feel that she has answered your question in a rather pe-
culiar way.
And if she insisted on answering all your questions that
way, you might proceed to have her head examined.
Some of us feel from time to time that maybe we ought
to have the ratings methods examined, we want to know
more about why they are different. That is why the ARF
appointed its Committee to study the ratings services, to
help us get rid of some of the confusion.
Ratings tools are not the beginning and end-all of any-
thing. They are only indications. They are based on rela-
tively small samples, and quite properly so. Nobody could
afford to pay the cost that would be necessary to get big
samples. So we have a sampling process, and we get these
indications. And since they are only indications, they are
not absolutely accurate.
There are ranges of error about them. I hope you won't
try to attach any false accuracy to ratings. If you don't,
then you and ratings will get along just fine.
The principal point is that the ratings are different be-
cause they measure different things, and we wish they
would measure the same thing. And you can do your share
in getting them to measure the same thing if you will sup-
port the ARF's suggestions when they are out.
TOM LYNCH: An audience measure-
ment is nothing but an audience mea-
surement. Many people feel that a
good rating or audience measurement
will insure commercial selling. No one
can be sure that commercial selling will
be assured unless they have a good com-
mercial and a good product to put
across.
Ratings are only evaluations — and no
one should be a sliderule slave. Numbers are no substitute
for thinking. They aid your ideas. Also don't forget pro-
gram association. A cigar company recently bought a
sports show that looked very good, should have covered
everything they wanted, but it didn't sell cigars. When
they got the audience composition figures they found that
80% of this audience was children.
Many people see a national rating and assume that they
can use it for everything. I have noted buyers using na-
tional rating services as the criterion in every individual
market. See what the audience rating covers.
B. USE AND MISUSE OF RATINGS
LARRY DECKINGER: One point that should be consid-
ered in the use and misuse of ratings is that one should
be sure to use ratings in the environment in which they
were obtained. That is to say, if you have a rating that
was obtained in a certain market, it applies only to that
particular market and not nationally.
Second, don't use the numerical rating in a vacuum. If
you are appraising a show, unfortunately, the rating alone
won't do the whole job for you. The rating is not the re-
sult of just one force. It is the result of a combination of
forces. So it must be interpreted that way.
What about the competition at that time? Maybe the
show is a success, but the spot was a failure. What about
the hour of broadcast? Maybe it was on too early or too
late. What about the trend? Maybe its present rating is
low, perhaps it is four times what it was about two months
PAGE 5 ago. So it is going up.
I remember some years ago I was asked for a flash state-
ment on how the Inner Sanctum Show with Boris Karloff
was doing. This was in the days of Hooper's 30-city rat-
ings. So I looked up Boris Karloff. And there was Boris
Karloff with a fat 0.3 rating. Of all the 100 or so shows
on the air that Hooper was rating, that was the lowest. So
I reported "Boris Karloff is the lowest-rated show on the
air, I guess it isn't doing very well."
Well, it so happened that that was Inner Sanctum's first
rating for its first broadcast. We all know that Inner
Sanctum grew and grew and grew to become one of the
most durable shows on the air. I was evaluating Inner
Sanctum in a vacuum.
And that brings one to a third point in the misuse of
ratings. Don't let anyone slip you just one rating for a
show and try to get you to conclude something on the
basis of that one rating. It can be a freak.
Another point is this. Don't put all your eggs into one
basket. I guess it would be grand if we had one method
which would tell us everything. But unfortunately, there
just isn't one such perfect method. There are things that
one method tells us that other methods don't tell us. Now,
it is true you can't buy every rating service. We have to
make a decision on what we are going to buy, just as you
do in your shops. You, of course, should buy what your
research department suggests that you buy.
When a station representative calls on you and shows
you a figure for Y service and you are buying X service, I
think generally it is a wrong thing to say, "We use X
service in our shop, we don't use Y. You will have to take
those figures to some other agency." I think it is wrong
because no one method, at least at the present time, is that
much better than the others. You should therefore have
as much information as you can get to help you make as
good a decision as you can when you buy.
The ratings people really are very conscientious. I hope
you believe me on that. They are very earnest and I don't
say that just because they sell very conscientiously. They
genuinely try to do a good job, and they are delighted to
have you help them do it.
TOM LYNCH: Dr. Deckinger mentioned the misuse of
single ratings as the basis for a buy. One rating in a mar-
ket is never any good. A good client had a habit of going
out into the hinterlands and doing a little buying on his
own. At one time a contract came back saying that this
client had bought a radio baseball show. I looked it over
and could find no reason whatsoever for his choice. Look-
ing further, I found that the station had shown our client
a 12 rating, which was very, very good. We dug deeper and
found this rating was gotten on the day of a Dodger-Giant
playoff game. Everyone who carried baseball got a rating
that day.
A buyer should know his client's marketing strategy.
When using ratings, know whether it is advantageous to
hit a smaller audience more often or a larger audience less
often.
In analyzing rating services, read all the fine print,
whether local, national or regional. Different bases and
formulas make for confusion. They also make a great dif-
ference in many decisions.
Seasonal variations in ratings are important. Some of
the markets still only have two rating services a year, and
you have to go back — if you are buying in the winter — to
the previous winter for any indication. Yet by that time
the program has changed, and everything about the mar-
ket could be changed.
Check all calculations on sales pitches. Usually the
more complicated the figures, the more carefully they need
analysis.
In projection make sure that the service is projection-
able, and if local that it is projectionable to city limits or
station area.
Take small rating changes with a grain of salt. As Ward
Dorrell pointed out in the last meeting, the chance of error
statistically is great depending on the size of the sample.
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219
TIMEBUYING
BASICS
LLOYD GEORGE VENARD: I am not
an expert on ratings, but perhaps I can
reflect some of the pitfalls that a sales-
man runs into — the pitfalls for the
salesman, and pitfalls for the buyers.
I am going to confine myself strictly
to spot because I don't get into the net-
work picture. The first and the most
important pitfall is failure to take into
consideration the statistical variations.
Statistical variations are based upon the law of permuta-
tion, and the curve by which they are determined is based
on a 1.9 sigma. Now, do we have that clear? Let's go
ahead.
I don't know what a 1.9 Sigma is, but if men like Deck-
inger and Tom Lynch will take that kind of a definition,
it must be right.
When that chart that is in the back of many audience
reports is analyzed and put into something that I can un-
derstand, it means that a 5.0 can be as low as a 3.0 or as
high as a 7.0. It means that a 3.0 can be as low as a 1.5
or at high as a 7.0. It means that a 3.0 can be as low as a
1.5 or as high as a 4.7. And that isn't a theory; that is an
actual fact.
Now here is how that is applicable when you are buying
time. If you buy a 3.0 you might get a larger audience
than when you buy a 5.0. And moreover the 3.0 show may
be of a type reaching the audience that you want to reach
while the 5.0 is not.
There are certain products and certain conditions where
this is especially true, for instance, women's shows, kid
shows, teen shows.
There is another pitfall on which all program salesmen
will agree. The program changes that are made from the
time a program survey is made and the time the figures
got into your hands are enormous. If you are buying a
participation show, is the program in the spot in which it
was rated? Is the preceding program the same that was
there when the rating was made? Is the following pro-
gram the same? Are the preceding and the following pro-
gram on the major important competitive stations un-
changed? Did you get the date of the survey?
Do you read the fine print in the surveys? That's im-
portant— not because the survey organization wants to
deceive you, but because the facts that they put in there
are pertinent to each individual survey and each individual
city. You have to know how many calls are made, how
many reports are made, let us say, for each 15 minutes.
If there are 300 reports made for each 15 minutes, and
half of those are coincidental, there is going to be a larger
variation than if 1,000 calls are reported for the same 15
minutes. You can pretty well be sure the 5 rating in a
1,000-call survey doesn't have the variation that would be
indicated with a 300-call survey.
Currently many timebuyers forget that radio ratings
ignore out-of-home listening — that is, beach, club, schools,
gasoline stations, public places, and, of course, automobile
listening, which is enormous and very hard to tabulate.
Here is another pitfall for both the salesman and buyer.
Your Monday through Friday daytime ratings are average
ratings Monday through Friday. Now, a program par-
ticipation program could easily have a 10 four days a week
and on Friday, because the competition has changed or
because the preceding program is stronger or the follow-
ing program is stronger, you could have a 35. When you
get your Monday through Friday rating, the average will
be 15. If you are not buying a strip five days a week and
you are buying two days a week or three days a week,
check show appeal carefully. A 10 and the 15 actually
could average out four days a week to be the same audi-
ence.
Now another thing to watch if you accept a survey in
-your agency is: in Boston they may make 300 calls or 300
reports for 15 minutes, and in Miami they may make
;lAO00. You cannot accept the same survey report for all
.cities without an investigation into the individual report
PAGE 6 for each city.
I am going to touch on something that both Larry and
Tom spoke about — the failure to read and know the indi-
vidual research services, which is a fault not only of time-
buyers but of representative salesmen and station people.
There is a great deal of information if you will sit down
and read those from cover to cover.
One research service puts a little curlecue in their re-
ports. I have asked at least 25 people in the last 15 years
what that curlecue means, and just a few of them know
the answer. That curlecue says, "indicative but not con-
clusive." Then there is another little curlecue for the 30-
minute interviews. This little curlecue says, "conclusive
with a less variation than the symbol that indicates in-
dicative." It indicates to you that the 30-minute rating is
more conclusive than the 15.
Now all worthwhile rating services survive, and that is
why it is a good thing for you to know each new one as it
comes up, particularly in the Western market where a new
survey organization opens every time a salesman gets out
of a job. Not many of these survive and come to New York.
Here is a 10-second warning that applies to all buyers,
representative salesmen and myself, and it is something
that has brought many a timebuyer to a dead end. Don't
let the station men or the representative men think for
you. Get all the facts. If you are making a buy, facts are
really important. Investigate all the ratings and when
those ratings were made. Investigate every station. Then
you are going to get your job out of the dangerous clerical
sphere into which it can fall.
I personally live in constant fear that some day the
clerical timebuyer and the clerical salesmen are going to
have us end up individually or collectively in a great big
room where there is a Univac punching out the numbers
and none of us is going to get paid.
C. CALCULATIONS WITH RATINGS
LARRY DECKINGER: Unfortunately most of us don't
like to work with numbers. We are just not mathemati-
cians. Remember the story of the Pullman porter and the
fellow who didn't know what to tip him? He said, "George,
what is the size of your average tip?" The porter scratched
his head and said, "Well, Boss, the average I suppose is
about a dollar."
So the fellow gave him a dollar. And George scratched
his head again and said, 'Thanks, Boss, but you know you
is the first one that has come up to the average!"
We just don't like to work with numbers, but we have
to. The ratings come off the line and they are numbers,
and we have to do something with them. Now, what should
we do with them?
One of the pitfalls that we should watch for is the blind
use of ratings as something beyond the measurement of
homes. They are percentages of homes or they are num-
bers of homes, and that is all.
A 10 rating in the afternoon could be quite different
qualitatively from a 10 rating in the evening. That would
be particularly true, say for a cigarette. If you know what
percentage of men smoke, and you know what percentage
of women smoke, and you know that men who smoke
consume 50% more cigarettes than women who smoke, you
can apply those figures. You can thus get a better index
of the cigarette consumption by the audience to two dif-
ferent shows. That can given you a better clue as to which
of the two programs is the one you would buy. If you
don't have such consumption figures for an item, at least
you can make some broad general estimate to sharpen
your "home-audience size data" where necessary.
Secondly, you should know something about the brand
strategy to make sense out of rating points. Take a 60-
rated 8-second I.D., or take an 8-rated one-minute spot.
Mathematically, you probably take the 60 and multiply it
by the 8 and say that is 480 rating-second points, or you
multiply the other 8 by the 60 and you get the same an-
swer numerically. But certainly they are qualitatively
different. The same type of problem surrounds three 20-
*•»
11 JULY 1955
221
yy$j£\ TIMEBUYING
second spots. Are they equal to one one-minute spot, if
they total the same rating and cost? Unfortunately that
is just another of those questions that we are awful good
at asking, but not so good at answering.
The third calculation pitfall is this. We should be care-
ful not to mix ratings from different cities or places, and,
also, we shouldn't mix ratings of different types. If a sales-
man comes in and he tells you a show has a 42 Nielsen, ask
him to slow down a minute and tell you just what kind of
Nielsen rating is that. There could be so many of them.
Does it mean 42% of all television homes? Does it mean
42 '", of those in the area served by the program? Is it the
average audience rating or a total audience rating? Cer-
tainly, you can't compare a 42 total audience rating on one
show with a 35 average audience rating on another.
One ought to be awfully careful about comparing rat-
ings for shows of different sizes, particularly in time peri-
od evaluations. A total audience rating gives an advantage
to an hour show over a 15-minute show, because the show
has a longer period in which to build up its rating.
Next, one should watch for average tendencies as op-
posed to peak performances.
Be sure that some conniving soul doesn't slip over a
share-of -audience figure to you as an audience size mea-
surement. Shares of audience are, of course, relative mea-
surements. They are not audience sizes. And when the
rating gets a little low, there may be tendency to slip in
the share of audience instead of the audience size.
When you figure cost-per- 1,000 commercial minutes,
maybe you do it this way. You take the rating, multiply
by the coverage of the show. Then you multiply by the
number of commercial minutes and finally, you divide by
the cost. That is all right if the rating happens to be an
average audience measurement. If it is a total audience
measurement, unfortunately you can't do it because the
calculation is spurious.
In getting cost-per- 1,000-homes reached by the pro-
gram, you can only do it properly by using some kind of
total audience type of rating. If you use an average audi-
ence measurement, you can get some index of homes per
dollar, but the index has a time measurement mixed in,
because average audience is the average audience for one
minute. Not that that's wrong, or not usable. Simply, it's
not a per homes per dollar figure — it's an average number
of homes per dollar during an average instant.
For a spot announcement, most of us average the rat-
ing of the preceding show with that of the following show.
Unfortunately, you can't do that with total audience mea-
surement. You can only do that with an average audi-
ence measurement. Total audience means people listen-
ing at any time of the show.
Now, the reason I point out these differences is that
some audience size measurements are total audience fig-
ures. Some of them are average audience ratings. Both
have a function.
Watch out what you do with cumulative ratings. It
seems to be a fetish in this industry to figure what is the
cumulative. The Life continuing study measures how
many homes Life reaches in 13 issues which very, very few
ever buy anyway. And for those who do, their ads don't
get that coverage anyway. Cumulative audience has a
place. You want to know what your reach is. If you have
a product like Tide which is a prospect for every home,
then you want to get your message into many homes. You
want a big cumulative coverage. But if you have a spe-
cialty like Lux Flakes, in perhaps a smaller percentage of
homes, then you don't want such broad coverage.
D. QUESTIONS AND ANSWERS
Q. Can we have an analysis and discussion of the various
audience measurement services with emphasis on the
strong points and weaknesses of each?
A. (From Larry Deckinger) Let's do it this way. Let's
talk methodology, not services. Let's start with the meter.
PAGE 7 The principal advantage of the meter is that it is auto-
matic. It is an automatic measurement of something.
Let's call it "set-tuning." Another advantage of this sys-
tem is that it can give you both an average type measure-
ment and a total type audience measurement. It can give
you a measurement for every minute of a program that
you want.
The great disadvantage of the meter system is that it
doesn't tell you anything about the people who are at the
other end of the set. The set is tuned in, but you don't
know whether it is a man, a woman, or both or neither.
Unfortunately, one of the great disadvantages of the
meter system is that it is costly to install and operate the
system. The only reason we don't have meter systems so
far for local ratings is that nobody has been able to figure
out a way to do the job cheap enough so that most of us
can afford to buy what they do. (Editor's note: Since this
talk A. C. Nielsen has launched a local rating service using
meters called Recordimeters plus diaries to get local mea-
surements.)
However, the Pulse people have been working on a new
system which if it works will give us local ratings on a
meter system. They are going to try to sell it in New York
within the next year. I think it is remarkable that they
are adopting a meter system. Their whole livelihood has
been built on another kind of system, yet they are willing
to work on and adopt this one if the industry feels strong-
ly enough that is the system they really want.
Another system is the telephone coincidental. The tele-
phone coincidental has this great disadvantage — you can-
not get out too far, you cannot make a completely national
coincidental survey. Another disadvantage is that the tele-
phone coincidental gets only into telephone homes, but
telephones are gradually expanding so that this disadvan-
tage is diminishing.
The real advantage of the telephone coincidental is that
you check at the moment the program is on the air. You
ask him, "What were you listening to just now when the
telephone rang?" And it is unlikely that he will have for-
gotten.
However, there may be three or four radio sets in the
house, and you cannot very well expect the interviewee to
rush around the household to find what everybody is doing
with the other sets.
Diary is a third system for recording audience-size mea-
surements. Most of us feel that to a large extent people
who cooperate with the diary may be kind of funny. In a
word, they are people who are willing to do this thing.
The diary provides a reminder to use the set because there
is a diary on the set. Maybe kids fill in the diaries. Or do
people over-fill diaries, getting overly enthusiastic per-
haps? Yet the diary can cover all hours of listening,
which no coincidental method can.
A fourth system that is in commercial use today is the
roster recall. Its principal advantage is its economy. You
can cover a lot of ratings hours in one interview. You can
cover a six-hour or longer listening span. But, like the
others, this system has disadvantages too. For example,
I may ring the doorbell at 6:00 p.m. tonight and ask about
listening at two o'clock in the afternoon. Unfortunately,
the man who was home at 2:00 may not be home at 6:00,
so you can't ask him what he listened to.
You show people a list of program and ask them to tell
you what they are listening to. It is a reminder for some,
but others might not even know the names of the pro-
grams, particularly on small stations. All they know, for
example, is that they were listening to the news, but they
don't know which news program it was.
There are problems in all systems. No system is perfect.
All have advantages and disadvantages. The type of in-
formation you get varies. I would say that as a source of
information the electronic system, the recorder system,
probably gets you more information than any other. You
can get information minute-by-minute. You can get the
total audience, the average audience, the cumulative audi-
ence. You can have it accumulated over seven years if
the tapes last that long. You can do more tricks with
those data than you can with most of the others.
?Y\W *****
WMCT
WM
C • WMCF • WMCT
MEMPHIS
CHANNEL 5
Mem| I • T.V. Station
100,000 WATTS
NATIONAL REPRESENTATIVES— THE BRANHAM CO.
Owned and operated by THE COMMERCIAL APPEAL
NBC 8ASIC • ALSO AFFILIATED WITH ABC AND DUMONT
11 JULY 1955
223
Famous on the local scene
The Old Man of the Mountains never fails to impress the visitor,
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Storer Stations too, have achieved similar
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Known afar, but loved at home . . .
a Storer Station is a local station.
STORER BROADCASTING COMPAN
V
NATIONAL SALES HEADQUARTERS:
TOM HARKER, National Sales Director • 118 E. 57th St., New York 22, ELdorado 5-76
BOB WOOD, Midwest National Sales Mgr. • 230 N. Michigan Ave., Chicago 1, FRanklin 2-64<
GAYLE V. GRUBB, Pac. Coast Natl Sales Mgr. • 111 Sutter Bldg., San Francisco 4, Calif., WEst 1-2CK
.
M
yet known throughout the nation.
TIMEBUYING
BASICS
The coincidental is the only way you can get average
audience composition. The Roster Recall and the diary
make it possible to get out-of-home information which
you cannot get through the other systems.
Q. Why is it sometimes said that Pulse tends to inflate
smaller station ratings as compared to Hooper?
A. 'From Larry Deckinger) You say "inflates." That's
a little loaded. Pulse certainly gives a higher rating. The
roster recall system, which Pulse uses, produces higher
ratings for small shows, for low-rated shows relative to
high-rated shows, than does the coincidental. For example,
while a high-rated show might have a 20 on both systems,
the low-rated show might have a 10 on the roster recall
and a 5 on the coincidental.
I don't think anyone knows exactly why that happens.
But I think that the roster recall system gives a better
break to the long-lasting low-rated shows. If you listened
to 15 minutes of an hour disk jockey show, you might
identify two, or more quarter hours as having been heard.
But it's really a very mysterious effect, because there
would seem to be a contrary effect, with the roster which
really should emphasize the high-rated show. Maybe people
would "identify" having listened to some show today, when
actually they listened to it regularly, but just not today.
There is that possibility. Hence, just why is the Pulse
coincidental gap greatest for lowest-rated shows? Well, I
guess we don't really know.
Q. What degree of credibility do you attach to a survey
subscribed to by only one station in a given market? What
is the panel's opinion of station area reports, i.e., the WOR
Nielsen or the WHDH or WIBC Pulse studies?
A. 'From Tom Lynch) When only one station subscribes
to an audience service in their area, there are a lot of
other elements that come in. Did another station subscribe
to a different one? If so, you should evaluate both services.
If it is the only rating service in the market, then the
station man has enough guts to at least have his station
rated. The other fellows do not. I'd go along with him.
LARRY DECKINGER: If you mean that there is only
one subscriber to a given service in a given market, then
I would say that I firmly believe this, and I hope you will
too. The rating service people as a group have integrity.
If they didn't, they wouldn't stay in business long. The
one most important ingredient that any researcher has
is his honesty, and I thing it is almost an insult to ask that
question about a service. I hope whoever asked the question
will reconsider on the basis that whether one station
subscribes, or 40 stations, or no stations, that the survey
itself is basically honest.
When the station knows that a survey will be conducted,
it may do some promotion, these things can happen. How
to guard against them, I don't know, except you can do
a little investigating. I think you will find the survey
itself is honest. It reports what the men in the field find.
The questioner might have meant, "What is the panel's
opinion of station area reports, that is, the WOR Nielsen
or WHDH or the Pulse studies?" Area studies are wonder-
ful. They are certainly a lot better than city reports. Of
course, there are exceptions. But you generally do not
buy a station just to cover a small area. You are hoping
to get whatever that station covers. The station area report
gives you some idea of what that coverage is.
However, I don't know whether the asker of the question
meant "Is the sample big enough?" Is that what he means,
or did he mean "What does one think of an area report as
against a city report?" I answered the latter.
Q. How do you find out how many homes are reached?
A. (From Tom Lynch) Applying the percentage to the
total audience is dependent upon what rating service it is.
Does the service cover a city only or an area sample as the
Nielsen studies do? Some of these ratings cannot be pro-
jected. However, we have to project some in order to get
a basis of statistics for comparison with other media. The
base is the important thing. Apply percentage against
PAGE 8 any base. • • •
Semhiar
3.
W*> "*•■
GUIDES TO MORE EFFECTIVE TIMEBUYING
Speakers: Frank Minehan, vice president for media, SSCB;
Robert E. Dunville, president, Crosley Broadcasting Corp.
Moderator was Mary McKenna, director of research and
sales development, WNEW, and a timebuying veteran.
A MEDIA DIRECTOR LOOKS AT TIMEBUYING
FRANK MINEHAN: I want to help, if
I possibly can. contribute to a better
understanding of the aims of time-
buying and its part in developing mar-
keting and media plans.
[\/ ^^± Media, as you know, is a means
"*1^^B through which an advertising or sales
^A ^k idea can be demonstrated or conveyed
JHbJI t0 tne Public. In many respects, the
different media represent diverse ways
of reaching the over-all public or some selected part of it.
Of course, your immediate job is to buy time. But the
only reason for your existence as a timebuyer is to sell
your client's merchandise, not to be a specifically wonder-
ful timebuyer. You might think you are a good timebuyer,
but if you are not contributing to the sales of the product
that you are supposed to sell, you are wasting time and
money.
Programs, adjacencies, time periods, ratings, audience
composition and costs must be coordinated to fit the sales
pattern of the product you are trying to sell. Media can-
not be selected until the advertising problem is completely
outlined.
Before you can even start to sell anything you must first
outline the product's marketing and advertising problem.
These are the questions you should ask yourself:
1. What are we selling? — the product, its merits, values.
2. To whom are we selling? — what kind of people, sex„
age, income, etc.
3. Where are we selling? — geographically, city size, type
of outlets utilized.
4. How are we selling? — how the merits or values of the
products are to be demonstrated to the public (length of
commercials, type of commercials).
5. When are we selling? — seasonal aspects of sales and
consumption.
After learning the answers to these questions you should
select the best media to help increase the product sales.
There are at leait 10 primary types of media and there
is no single yardstick or footrule which can measure their
advantages and disadvantages. We must select the me-
dium or media which comes closest to fulfilling the re-
quirements of the budget, market, copy and advertising
effectiveness for the product under consideration.
To help us do this job intelligently, media research has
provided us with a wealth of media and market informa-
tion. Circulation, ratings, audience composition by times
of day and day of week, areas of circulation, ARB, BMB,
Hooper, Pulse. Trendex, Nielsen and so forth.
The extensive data sources we have can all be used in
one way or another to help us do a better job. For ex-
ample, we can check to see how sales for types of products
are concentrated in various portions of the country. Take
the 168 metropolitan areas. They contain 60% of the
families in the United States. But these families account
for a varying percentage of retail sales, ranging from a
high of 78% of apparel store sales to a low of hardware
store sales of 42%.
You can check to determine how media circulation re-
lates to total population. The coverage of radio is about
95% in both metropolitan and non-metropolitan areas, and
television is 75% in the metropolitan areas and about 45%
in the balance of the United States.
it tak
to
KPTVs Television Giant
r the Portland, Oregon
ne!
STORER NATIONAL
SALES HEADQUARTERS
TOM HARKER. V. P., National Sales Director, 118 E. 57th Street, New York. Eldorado 5-7690
GAYLE V. GRUBB, V. P.. West Coast Sales Manager. 1 1 1 Sutter St.. San Francisco. SUtter 1-3631
BOB WOOD. Midwest National Sales Manager. 230 N Michigan Ave.. Chicago. FRanklm 2 6498
Represented
Nationally by
NBC Spot Sales
TIMEBUYING
BASICS
We have products using magazines and radio, and we
have combinations of newspapers, Sunday supplements,
magazines, network radio, network spots and network
television with a spattering here and there of tv spot.
My main purpose for mentioning this is to leave with
you, if I can, this thought: There is no specific set formula
for developing a media plan. You must go back orig-
inally to the basic questions: what are we selling?; to
whom are we selling?; where are we selling?. Then deter-
mine what your budget is, find out what the copy is going
to be. Tie the whole thing into your plan and come out
with a combination of media or a single medium.
Now, it is important for you to remember that as the
complexities of this business increased, there was a corre-
sponding demand for imagination, increased skills in
analysis, interpretation and the presentation of your ideas
on media and markets.
All media directors and tuyers have to continue to be
alert as to the development of all media. You as buyers
must know the advantages and disadvantages of televi-
sion and radio when compared to other media. You can't
bury your head in the sand. They exist. You can do a more
intelligent job if you can point out why your medium is
best.
I would like to mention that a research source not
mentioned in this talk is the salesman who calls on you.
If he does a good job in supplying you with competent and
up-to-date information and you continue to use it wisely
with the research at hand, you can't help but do a good job.
WHAT QUALITATIVE RESEARCH DOES
ROBERT E. DUNVILLE: I would like
to touch upon the significant difference
between quantitative and qualitative re-
search. Any of the audience research
studies such as Nielsen, ARB, Pulse,
Hooper, etc. will obviously help deter-
mine the size of an audience or the
quantity of that audience. Now, some of
the research companies, in addition to
civing information as to quantity on a
single program, will give information on certain qualitative
factors such as the number of people looking, or listening,
broken down as to male or female and age groups. To my
knowledge this is about as far as any of the five or six
major audience research companies go into "qualitative
research."
Qualitative reseerch is in itself as complex as the
circuitry of a radio or television receiver. A few of the
factors encompassed in qualitative research: (1) age, (2)
sex, <3) education, (4> family size. <5> income, <6) city
size.
You might assume that an experienced buyer can deter-
mine the age group to which a radio or television pro-
grom is directed and simultaneously determine the general
appeal, male or female. This is extremely dangerous.
A good example of this would te the matter of wrestling
on television. I think it was generally contended that
wrestling appeals to men from 30 to 45. or maybe 50 years
of age. An analysis of wrestling in the Midwest has indi-
cated however, that 47% of the wrestling television audi-
ences were composed of women and of the 47%, over
60% were 40 years old. or older. Prize fights, that is the
pro fights, however, appeal, according to our figures, to
97% men, slightly less than 3% women and the age group
is from 20 to 45 predominantely, with a small percent
being 45 or older. I mention these two program types
because they are both exhibition of personal contests and.
still, the make-up of the audience is entirely different.
Only through qualitative research can these determina-
tions be made with any degrse of accuracy. iFor article
PAGE 9 containing data en audience programing preference based
on age, sex, education and income, see "Does your show
reach people — or customers?" sponsor 18 October 1954,
page 38.)
As regards rural vs. urban — you probably know in the
Midwest so-called hillbilly programs are extremely popular.
The quantitative research companies mentioned before
will, I am sure, substantiate the popularity of hillbilly pro-
grams throughout the entire Midwest part of the country.
They have even proved to be popular, both radio and tele-
vision, on a network basis. However, in over 25 years of
selling hillbilly programs, I have constantly heard the
statement from well informed timebuyers that the client
would not be interested as his particular product is not
one that is generally purchased in rural communities.
Authoritative analyses of hillbilly programs reveal, how-
ever, that there is no significant difference in the degree
of listening or viewing in the urban areas, small towns,
villages or farms. As a matter of fact there is a slight
edge on the listening in the urban centers.
As to income groups, while the hillbilly program is
listened to more in the upper-lower income group and the
upper-middle income group — really the heart of the buying
power — they are not listened to or watched to a great
degree in the upper income group, however, though strange
as it may seem, hillbilly programs have a higher index in
the upper income group than do symphonies, operas, or
what is generally classed as good music.
At WLW we have for over 12 years conducted a regular,
week to week, running account of nearly every form of
qualitative research. While there are several methods that
might be employed, they are generally the personal-inter-
view type where there is a door-to-door interviewer asking
a number of questions that have been prepared by the
research firm or the research director of the agency. There
is the other method using a "captured panel" in which a
recording of a program, or a film of a television program,
is presented to the panel and after listening or watching
they fill out a questionnaire or in some cases a mechanical
device is used to voice approval or disapproval. A method
we use is a stratified panel in which questionnaires are sent
on a regular weekly basis, and in which the members of
the panel receive remuneration in the form of points
that may be applied to a great variety of useful items
ranging anywhere from umbrellas to complete living room
suites, bedroom furniture and all sorts of appliances, etc.
In our opinion this method is by far the best, though
extremely expensive. The success or failure of this method
depends entirely upon < 1 > the size of the panel and < 2 ) the
degree of perfection of stratification. Bear in mind a!so
that there are always members of the panel who eventually
lose interest or move from the area or, because of illness,
deaths, births, graduation, etc.. cause changes in the
stratification. Then too, people have a way of getting
older each day and this too has an effect on the stratifica-
tion. A good part of the expense is the continual replace-
ment of members in order to keep this stratification as
nearly perfect as humanly possible. Peoples Advisory
Council, is the name of the panel (and none of the mem-
bers of the panel has any knowledge whatsoever that
Crosley Broadcasting Corp. is conducting the studies as
this may lead to bias). It operates from a Dayton address
and all questionnaires are prepared and signed by Dr.
Richard Hepner. Syracuse University, Syracuse. New York.
The questionnaires are tabulated by IBM, reducing as
far as possible the human error. The questions asked
range from "What is the most desirable length of a news
program?" to questions relative to types of commercials,
acceptance or rejection. There is one annual study con-
ducted on "buying intent." In other words, what do these
people intend to buy. Many studies are made each year
on what has been purchased and the reason for so doing.
These purchases are broken down into categories such as
dentifrices, coffee, soap, both hand and package variety.
This qualitative research is conducted with a two-fold
purpose. The most important is to inform our manage-
ment as to the proper program procedure: the other, also
fwodlwq SaHe&mml
WJBK-TV GOES FAR AND WIDE
TO MAKE SALES FOR YOU
THROUGHOUT THE HUGE DETROIT-
SOUTHERN MICHIGAN MARKET
Area Survey Figures Show
WJBK-TV Tops 'em All!
Look at these typical ARB figures for March, 1955, for example:
IN FLINT, 58 miles from downtown Detroit:
47% tune most to WJBK-TV before 6:00 P.M.
14% to 2nd Detroit station,- 3% to 3rd Detroit station
48% tune most to WJBK-TV after 6:00 P.M.
14% to 2nd Detroit station; 3% to 3rd Detroit station
IN ANN ARBOR, 40 miles from downtown Detroit:
26% tune most to WJBK-TV before 6:00 P.M.
18% to 2nd Detroit station; 13% to 3rd Detroit station
43% tune most to WJBK-TV after 6:00 P.M.
25% to 2nd Detroit station; 8% to 3rd Detroit station
\
\l
V
y
\
There's a lot more to the "Detroit Television Market" than just
Detroit alone! More than 800,000 TV homes out of 1 ,590,000 are
outside Wayne County. For real area coverage, you need the
station that's most welcome in those homes, as well as in
Detroit . . . WJBK-TV.
Success story after success story in our files show the far-reaching
selling power of WJBK-TV's top CBS and local programming,
1,057-foot tower and 100,000 watt maximum power. We'd
welcome a chance to do a selling job for you in this multi-million
dollar Michigan market.
I
CHANNEL
DETROIT
p
3
"T
fcr fNF KAtl ACtMCr
National Safes Director.
TOM MARKER
1 1t E. 57th. Now York 22
ELDORADO 5-7690
TIMEBUYING
BASICS
important, is to aid and assist our clients in making the
proper purchase.
From these studies it will become evident over a period
of time that the program with the highest audience rating
does not necessarily do the best advertising job for any
given product. Conversely, it does not necessarily follow
because an audience rating is low and loyal that it will
successfully sell any product. Many agencies and adver-
tisers are beginning to put more faith in qualitative re-
search than in quantitative research. I could give you
several examples of extremely low-rated programs adver-
tising a given product or products, that do a far better
job than programs on our same stations having two to
three times the audience. Because of the lethargy that
has existed for a good number of years in the matter of
buying time, it is extremely difficult for our sales depart-
ment to convince the timebuyer or client that he is
making a better buy on a lower-rated program than a
higher-rated program. However, I am sure each of you
has in your career experienced this and, unless your
agency has a continuing method of "opportunity pattern
type" of qualitative research, the answer to why this
occurs will be extremely difficult, if not impossible to
determine. On the other hand with proper use, and I
want to stress the word "proper" use of qualitative re-
search, you will have placed in your hands what I consider
the most valuable tool that could be used by you as a
timebuyer. May I implore you, if you do not have avail-
able to you qualitative research material, that you obtain
and analyze that material that is made available to you
through radio and television stations and other sources?
QUESTIONS AND ANSWERS
Q. In buying tv or radio spot time, what weight do you
give to station merchandising and promotion services?
May they overshadow a poor rating picture?
A. (From Frank Minehan) As far as our agency is con-
cerned, merchandising comes into the picture only when
all other factors are even. If, when you are buying a spot,
the cost-per- 1,000 of one station vs. another is about even,
if the audience you are trying to reach is about even, if
everything else is even and one offers merchandising, the
station with the merchandising is likely to get the
business. There must be some little advantage for one
station or the other, and whichever has the advantage we
buy from the straight consumer's point of view.
MARY McKENNA: Since the Crosley Broadcasting Corp.
has one of the most well-known merchandising services in
the country, I think Mr. Dunville wants to comment.
BOB DUNVILLE: I want to make this one observation.
I think that the term "merchandising" is oftentimes
loosely used. There is a difference between merchandising
and impressing the client with how a program has been
merchandised. All products advertised do not necessarily
lend themselves to good, sound merchandising, and I think
any good, sound merchandising organization recognizes
this and will not attempt to use it as a means of trying to
cover up a low rating. As far as we are concerned, the
rating has absolutely nothing to do with the merchandising
efforts put behind it; it is the product, its distribution, and
the merchandisability of the product.
Q. Should radio and television timebuyers be more
militant in agency-client conferences to get a larger share
of the appropriation, because of radio's greater economy
and effectiveness?
A. <From Frank Minehan) Granted that everything you
say is true, I think that your militancy depends upon your
client and your account executive, and your ability to be
militant and get away with it. I am not trying to dodge
the question. You all realize that circumstances alter your
conduct in a meeting. If you are strong enough and a
good enough salesman and have enough influence with
PAGE 10 a client, certainly you can afford then to be militant.
Seminar
4.
HOW TO ENGINEER A GOOD BUY
Speakers: Earl M. Johnson, vice president in charge sta-
tion relations, MBS; Robert L. Coe, director of station
relations, Du Mont. Moderator was Frank E. Pellegrin,
vice president, H-R Representatives and H-R Tv.
RADIO STATION COVERAGE
0EARL M. JOHNSON: It is impossible in
this brief rundown to more than scratch
the surface on the subject of radio sta-
tion coverage.
Basically, the reception of a radio
signal depends on only two factors:
1. The strength of the signal, and
2. The interference present.
The strength of the signal in turn
depends upon power, frequency, ground
conductivity and the type of antenna. To discuss these
items briefly:
Power of a radio station varies from 100 watts to 50,000
watts.
Frequency ranges in steps of 10 kilocycles, from 540
kilocycles to 1600 kilocycles, thus creating 107 broadcast
channels.
Ground conductivity, which is the ability of the earth
to conduct radio waves, and is measured in specific elec-
trical units, varies from a low of v2 for the sandy soil of
Long Island, to 40 for the plains of the Dakotas, and to
5,000 for sea water!
Antenna can be either non-directional, radiating the
same amount of power in all directions, or it can be di-
rectional, expanding the radiated power in certain di-
rections and suppressing it in others. Stations using di-
rectional antennas are usually required to do so in order
to minimize interference to other stations. The use of
directional antennas enables a great many stations to
operate on the same frequency without causing excesssive
interference to one another. Also, a station will sometimes
use a directional antenna to provide a greater signal to
the more populous areas of a community.
With all other factors equal, the greater the amount
of power, the greater is the resulting coverage area. How-
ever, these other factors can be of more importance than
power in determining coverage area. For example, a 250-
watt station in one city may have the same size coverage
area as a 50, 000- watt station in another city because of
superior ground conductivity.
The 0.5 millivolt per meter contour is often used as the
"boundary line" of a station's coverage. It has a special
significance in the assignment of frequencies by the FCC
and is often considered to be a fairly good signal. Actually,
to determine whether or not a 0.5 mv/m signal is a listen-
able one, we must consider the second factor mentioned
at the beginning of this talk, namely the interference
present at the point of reception.
There are three general types of interference:
1. Atmospheric noise, due principally to thunderstorms.
2. Man-made noise, due to automotive ignition, electric
motors and switches, neon signs.
3. Interference from other radio stations operating on
the same or adjacent frequencies.
To determine whether a listenable signal is available
in a specific location, the two factors of signal and noise
must be considered together. For example, a relatively
strong signal might be useless if the noise or interference
present were excessive, whereas a relatively weak signal
might be perfectly satisfactory, if there were but little
noise present.
These interference factors are not constant, but vary
greatly, and their analysis is quite involved. At Mutual,
ATLANTA POPULATION 808,853
RETAIL SALES $888,692,000
WAGA-TV REACHES AN ADDITIONAL 1,986,900
WITH RETAIL SALES OF $1,202,594,000
THIS IS WAGA-LAND
WAGA-TV's 1100-foot tower 2049 feet above sea
level covers in its O.l milivolt contour 81 counties
in Georgia and 1 1 in Alabama. Mail count adds
additional counties in Tennessee, the Carolinas,
and Georgia. The grade "A" curve is 39 miles;
grade "B", 71 miles and the 0.1 milivolt contour
extends a full 80 miles.
Atlanta's standard metropolitan area population
has jumped 20% in the past five years. It now ranks
as the 21st market in the nation. But to this market.
WAGA-TV adds nearly two million more people
and more than a billion dollars in retail sales. Here-
are market data of the area covered by WAG A- 1 V
based on its 0.1 milivolt contour:
Population 2,795,753
Disposable Income. . .53,314,323.000
Retail Sales 52,091,286,000
Pulse shows 86.1% television ownership in Metro-
politan Atlanta. In the area beyond, its a rare sight
to find a home without TV.
Only WAGA-TV, with its new 1 100-foot tower.
2049 feet above sea level, and its full 100.000 watts
on Channel 5 — plus CBS-TV and outstanding local
shows — can cover this market completely.
Get the facts on Waga-land from your repre-
sentative.
waga-tv
CBS-TV in
Represented Nationally by the
KATZ AGENCY, Inc.
STORER BROADCASTING COMPANY SALES OFFICES:
New York — 118 E. 57th St.
Chicago — 230 N. Michigan Ave.
San Francisco — HI Sutter St. Tom Harker, Natl Sales Director; Bob Wood, Natl Soles Manager
11 JULY 1955
231
TIMEBUYING
BASICS
we have developed a set of engineering standards that
take into account all the factors we have mentioned. We
call it "listenability." Time does not permit a discussion
of these standards now, but an example might be helpful.
It can be determined that for a specific station in Florida,
a signal of 2.0 millivolts per meter is required to consti-
tute what is called Grade 1, or Primary Service, whereas
another specific station, located on the West Coast, is
capable of providing this same quality service with a sig-
nal of only .1 millivolt per meter, or one-twentieth of the
signal strength. This is due to lower noise or static level
on the West Coast as compared to parts of Florida.
All the preceding discussion pertains to the so-called
ground wave emission of a broadcast transmitter. This
transmitted ground wave provides the basic coverage for
all stations both during the daytime and nighttime. Dur-
ing the nighttime hours, however, there is an additional
transmission known as "skywave." As the sun sets, a layer
of ionized particles, known as the ionosphere, is formed
about 70 miles above the earth. This layer acts as a re-
flector and during the hours of darkness bounces radio
signals back to earth at very great distances from their
transmitters, and with relatively little loss of signal in-
tensity.
For all but a small percentage of the standard broad-
cast stations, this phenomena has a detrimental effect on
their nighttime coverage area. Most of the 2,600-plus ra-
dio broadcast stations share their operating frequency,
so that on one given frequency there may be as many as
several hundred stations throughout the country. Conse-
quently, with the ionosphere reflecting these signals back
to earth, the resulting interference on that particular fre-
quency is severe. For this reason, the nighttime coverage
of many stations extends only slightly beyond their prin-
cipal cities.
For the small number of stations we mentioned before,
namely the "clear-channel" stations, the skywave effect
is a very desirable one. A clear-channel station is one
which operates on a frequency that is not assigned to any
other U.S. station, or that is assigned to only a very few
other stations. In such a case there is little or no inter-
ference from other stations to the skywave signals, and
consequently they are capable of affording satisfactory re-
ception. It should be pointed out, however, that skywave
service is not as satisfactory as groundwave service. The
ionosphere does not remain at a fixed elevation above the
earth, but actually varies considerably. This causes the
reflected signals to vary in intensity; the condition re-
ferred to as "fading." In spite of this fact, however, sky-
wave signals furnish the only available nighttime recep-
tion to millions of rural listeners, who live beyond the
range of ground waves.
Now, let me summarize very quickly some of the points
I have discussed. In general, it can be stated that greater
coverage will result from:
1. Stations with higher power.
2. Stations operating on the lower frequencies.
3. Stations located in areas having high conductivity.
4. Stations operating with non-directional-antennas.
5. Stations operating in areas where noise factor is low.
TELEVISION STATION COVERAGE
ROBERT L. COE: Admittedly television
is highly technical, but I think just as
true is the fact that the technical fa-
cilities of the stations and how they are
operated play a tremendous part in the
job that that station will do for your
client. So I think it is essential that all
of you who are engaged in buying time
have some understanding of some of
the principal factors involved, because
you certainly are barraged with all kinds of charts, maps,
diagrams, and everything else, attesting that this station
PAGE 11 is the best station in the country. And considering the
factors which probably would be of most interest and
importance to you, the three that come to my mind first
are frequency, power, and antenna height. Those are the
three major factors, which, everything else being equal,
will determine the coverage of the specific station.
With respect to frequency, I think there are two terms
probably all of you are familiar with by now, vhf and uhf.
Actually, there are three bands in this television spectrum
of ours. The band from Channel 2 to Channel 6, which
is sometimes referred to as the low-band of vhf, the high-
band of vhf, which is Channel 7 to Channel 13, and uhf,
Channels 14 to 83.
When the first postwar stations came on the air right
after World War II, they were all on the low band, Chan-
nels 2 to 6. Why? Well, simply because it was much
easier then to build equipment for those channels and
besides, as some of you will remember, no one was break-
ing down any doors to get television channels. I think, in-
cidentally, some of us are prone to forget the skepticism
which greeted many of us when we talked about starting
television stations back in those early days.
Then in 1948 in some of the major cities at least, all
those low-band channels, 2 to 6, were exhausted. So sta-
tions started opening up on the high bands, Channels 7
to 13. Some of us, and I am one, well remember the prob-
lems of those high-band stations when they first opened
up. The receiving antennas were not installed for high-
band operation. In many cases they weren't designed for
proper operation. Many receivers had never been adjusted
for Channels 7 to 13, and it soon became evident that
you needed more power and more signals to produce the
same picture on the higher channels.
Now we have uhf, and the memories of that — they are
really not memories at all, they are experiences on uhf —
are still very fresh. Certainly at the outset uhf has had
all the problems that we had on Channels 7 to 13, and a
lot more thrown in — and not all technical by any means.
In the matter of power, television stations, as most of
you know, are generally referred to as so many kilowatts
E.R.P. I have long suspected that maybe E.R.P. threw
a lot of people for a loss. It stands for effective radiated
power, and it is something slightly new to most of us
who have had a lot of radio experience.
In radio if a man had a 50-kilowatt transmitter, he had
a 50-kilowatt station. In tv we can't make things that
simple. It has to be a little more mysterious, and perhaps
I can explain to you in layman's language just what ef-
fective radiated power is and how we arrive at it.
The simplest components of any television station, as
you know, include a transmitter, a tower, and on top of it
some kind of an antenna. Assume, for instance, that we
had a 25-kilowatt transmitter — and let me point out right
there that 25 kilowatts can be referred to as 25,000 watts.
(I think most stations prefer the latter designation, be-
cause it sounds like an awful lot more.)
Assume the simplest form of antenna on top of this
tower of ours and that the necessary transmission line
connects the transmitter to the antenna, and we will dis-
regard the factor of power losses in that line.
If you were at some distance from the antenna and
looking crosswise at it and could see the television waves
emanating from the antenna, you might conceivably be
radiating equal power in all directions in a vertical plane.
Now, just as gradually in radio we have come to use more
and more directional antennas, it is possible in television
to directionalize to a certain extent and change the pat-
tern so that energy that is going clear up in the sky, for
instance, and is completely wasted can be to a certain
extent saved.
In other words, with this new antenna, a more compli-
cated one to be sure, more signal is being concentrated
out toward the horizon where the people want to watch
it. The effective radiated power, is the result of the con-
centration of the signal by a directional antenna. It actu-
ally gives you a gain in power, a multiplication of power
of an amount varying anywhere from four to 20 to 40
times the power from a simple antenna.
TO THE LIVES OF
m
DETROIT'S MILLIONS
'*&'■
At work, at play ... in their homes, in their cars . . . WJBK Radio
is the constant companion, the entertaining friend, the handy, ever-reliable
source of news, weather, sports and music for the millions of folks in the
Dynamic Detroit area. What better spot for your sales message than the station
with the consistent high tune-in, night and day, every day . . .
WJBK Radio
'**
E T
O I T
,-*■■"' . »*'.
mil
MA •»«
-
1»<I>I
■ «
_jAJ7 Represented Nationally
y by THE KATZ AGINCY
lalional Sales Director, TOM HARKER,
118 E. 57th, New York 22,
ELDORADO 5-7690
TIMEBUYING
BASICS
So assuming that with a directional antenna we have
a gain or power multiplication of four in useful directions,
there is four times as much power being radiated as would
be normal with a simple antenna. Then the effective radi-
ated power, the power that is effectively being pointed
toward the home is four times the power being fed in the
antenna. In this case your effective radiated power would
be 100,000 watts since the transmitter power is 25,000 watts.
It is probably obvious to you that on the higher fre-
quency more power is needed to produce a given picture
on a receiver at a given location. Partially recognizing
this, FCC has set a limit on the power of Channels 2 to 6
of 100 kilowatts, on Channels 7 to 13 of 316 kilowatts, and
on all the uhf channels a maximum power of 1,000 kilo-
watts. Today vhf transmitting equipment is capable of
developing these maximum powers and there are a number
of stations already operating with such powers.
In the case of uhf we don't know too much about build-
ing equipment; we haven't had as much experience, and
the problems are considerable. I believe, however, there
are a few uhf stations about to come on the air with
maximum effective radiated power.
The matter of antenna height, I think, is probably the
one facet of this business that really doesn't need much
explanation. I suspect you all visualize that pretty easily,
because it is so closely akin to line of sight. Obviously,
when you are up on the Empire State Building, you can
see a lot farther. You can see over intervening obstacles.
At a lower floor, you can't see as far. Your view may be
blocked by some adjacent building. By the same token, a
television station with a low antenna may well have build-
ings somewhere in the vicinity or at a considerable dis-
tance that will block off reception, or there may be a
range of hills. So that the higher the antenna, the greater
the coverage.
Then there's the matter of shadows and nulls. Shadows
explain themselves. They are occasioned by some obstacle
interjecting itself between the television transmitting an-
tenna and the receiver. All stations, I think without excep-
tion, have some bad spots, shadows. With the increased
power that our stations are using today, and even more
important the increased height they are using, those areas
are disappearing very fast.
The matter of nulls is something else again. There are
stations that have found that they do not actually radiate
signals equally in all directions. Some misadjustment of
the antenna, or some other factor, may produce a some-
what crazy pattern. The coverage is by no means circular.
That can sometimes be corrected by a readjustment of the
antenna, and in some cases I know of, actually, the an-
tenna itself has been turned around so that its bad side,
so to speak, is pointed where there are the fewest people.
One of the first, if not the first piece of promotion that
any station produces and puts on your desk, is a coverage
map. You must have seen hundreds of them by now and
certainly some of them can be pretty confusing because
in many cases each station owner has a different idea of
what constitutes coverage. Some maps, for example, will
have two perfect circles on them, one indicating Grade
A coverage, one indicating Grade B coverage. Others will
have a third circle farther out labeled 100 microvolts. Still
others will just have a plain circle on the map with no
identification of what it is. All of those, I submit, repre-
sent a sincere effort on the part of the station to tell you
something about coverage, but certainly there is a need
for more standardization in our presentation of coverages.
But remember this, Grade A and Grade B stem from
classifications of service areas established by the FCC,
Grade A being an area within which in about 70% of the
possible locations within that area and with your normal
receiver (that is roof-top antennas, no towers) the tele-
vision viewer will get a reasonably perfect picture with no
snow. Grade B, on the other hand, goes out considerably
farther; it embraces that area in which 50% of the possi-
ble locations can receive an acceptable picture with no
PAGE 12 appreciable amount of snow.
Within the 100 microvolts circle of a vhf station with the
present-day receiver (assuming no interference from other
stations) there's a picture that is certainly acceptable; par-
ticularly so when there isn't anything else available. This
matter of interference is something that I wanted to touch
briefly, because I feel that that is a factor that you people
will have to be considering more and more with the de-
velopment of increasing numbers of stations.
Obviously, in the early days with one station operating
in a tremendous area with no other stations around it,
people 100, 150 miles away and farther, enjoyed reception
from that station. There wasn't anything else. Probably
most of them never saw any other television signal. So
that if they got anything that was recognizable, that
constituted a television picture. Since the lifting of the
freeze, there are more and more vhf stations coming on
the air, and actually they are not required to be separated
— and I am speaking of stations operating on the same
channel — by any more than 175 to 200 miles. Obviously,
if Station A has been reaching out 150 miles and 200 miles
away Station B starts up on the same channel with a
service area of 100 miles or so, there is going to be a large
area between where there is going to be terrific inter-
ference and, generally speaking, a non-usable signal.
When new stations come on the air, the first coverage
maps they generally show you are a perfect circle because
they are usually based on the predictions of their engi-
neers as to what the coverage will be. After they have
been on the air a while they have the opportunity of mak-
ing actual measurements and you will frequently find the
results considerably different from the predicted coverage.
Measurements will show, in many cases, greater coverage
in some directions, but in others there will be less.
No coverage map that I have seen to date has taken
into consideration the matter of interference. There is
one other factor of interference that I might just touch
on, and that is what is known as adjacent-channel inter-
ference. For example, a station operating on Channel 8
has stations nearby operating on Channels 7 and 9. There
is an area where that interference will be something of
a problem. But my impression is that the modern re-
ceivers have reduced that to the point where it is not as
substantial a problem as the co-channel interference from
other stations on the same channel.
You radio people certainly know what has happened to
radio over the years with more and more stations coming
on. Their coverage has been reduced. Inevitably that
same thing must happen with many television stations of
today, as additional stations start using the same channel.
QUESTIONS AND ANSWERS
Q. Does the FCC make available coverage maps of radio
and television stations to agencies and representatives?
A. (From Earl Johnson) You can write to the Broadcast
License Bureau of the FCC. They have a photostating ser-
vice which charges a small fee. You have to be pretty
specific about the particular map you want. You have to
ask for a particular kind of coverage, a Grade A map or
a Grade B map, daytime map or nighttime, but you can
get a map for any station you wish.
Q. Where can you get a schedule of areas classified ac-
cording to conductivity?
A. (From Earl Johnson) There is a conductivity map
put out by the FCC as well. It is in the FCC rules and
standards. This little packet encompasses some 150 or 200
pages. One of the pages has a soil-conductivity map.
Q. Does the sky-wave factor enter into television recep-
tion as it does in radio?
in ALBUQUERQUE, NEW' MEXICO it s
/ REPRESENTED
NATIONALLY BY
George P. Hollingbery
ALBUQUERQUE
GLYWIGGLY
\ PRESENT %//
World premier
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m\ TIMEBUYING
BASICS
A. 'From Robert Coe) Not to the same extent by any
means. There is a skywave factor and as you know peri-
odically and without much explanation station A will
be received 1,000 miles away. But this is not taken into
consideration in the allocation of stations or in their
normal estimated coverage.
Q, What effect does receiver sensitivity have on tv signal
strength as far as a good picture is concerned?
A. Receiver sensitivity obviously is an important factor,
and modern receivers by and large represent a consider-
able improvement over the receivers we originally had.
Q. How much difference is there in coverage between vhf
and uhf?
A. 'From Robert Coe) At the present time and with the
equipment available, it is my impression and opinion that
quite easily a vhf station utilizing the maximum power
can obtain a considerably larger service area than an
existing uhf station. On that subject, let me hark back
to the preceding one on receivers, too, because uhf ad-
mittedly has something of a problem with receivers too.
Their sensitivity is such that they require considerably
more of a signal on the uhf band than does the receiver
on the vhf band.
Q. The FCC has authorized three levels of power for the
three frequency bands. Would the effect of that be to
equalize the physical coverage of the three types of station?
A. 'From Robert Coe) That, I am sure, was the inten-
tion. That was adopted several years ago. I think some-
thing more than that is needed, but one important factor
now is that you can't get one million watts on uhf to at-
tempt to equalize the coverage with your vhf competitor.
I think there are a few stations that are about ready to
break with it, but that will be somewhat experimental.
Q. Wouldn't it be true that power alone would not be
the answer, because antenna height would have a lot to
do with it?
A. 'From Robert Coe) Certainly power is not the factor.
We can't take anything for granted and go by a set of
generalizations; we have to judge each station examining
all specific factors involved.
Seminar
5.
PAGE IS
KNOW YOUR MARKETS
Speakers: George J. Ab'rams, vice -president. Block Drin
Co.; J. A. Ward, President, J. A. Ward, Inc. Moderator
was Vera Brennan, head buyer, Scheideler, Beck and
Werner, New York, an RTES seminar committee member.
HOW MARKET POTENTIAL VARI1
GEORGE J. ABRAMS: A speaker who
wanted to get this subject over with
quickly would just dismiss it by saying
"Markets are people" and sit down.
He'd feel on pretty safe ground, too,
knowing that others before him had
echoed this sentiment and, after all.
who can argue with the basic fact that
without people you obviously don't have
' market?
But knowing your market is a different matter. Now it's
juct net a matter of saying this is a market and it contains
people, but of digging qualitatively into the market and
determining whether it is a good market.
For people, alone, don't make a market a good market.
It takes other considerations such as race, color, religion,
inco.r.e, seasonal factors and psychological factors, mar-
riages, births and deaths and age. And it depends upon
what you're selling.
And I think in those last few words are the key to really
knowing your market. It depends on what you sell.
Let's consider the elements you need to know if you
really want to know your market.
Ask yourself, first, do we have distribution in the market
or markets under consideration. Does this sound funda-
mental? Actually, if you check you'll find there are many
advertisers on networks — or in Life — who haven't gotten
national distribution. There are many who have been mis-
led, in effect, in their marketing thinking by becoming a
national advertiser overnight, and yet do not actually have
the goods in the store when the customer goes in for it as
a result of the advertising.
But let's assume you do have the distribution. How-
ever, your resources are limited. You can't go into every
market you'd like. So your problem is to pick and choose
those offering the likelihood of a satisfactory pay-out.
These, then, are the considerations you must weigh.
Buying power. What do the people in this market spend?
And more importantly from your standpoint, what do they
spend for your type of product? The U. S. Census of Busi-
ness will give you this data, but let me show you how it
varies from market to market for a variety of products.
In the city of Norfolk, Va., sales per thousand families
for handbags were $6,000 a year as compared to $15,000 a
year in Dallas; hard surface floor coverings, $4,000 a year
in Washington, D. C, compared with $16,000 in Salt Lake
City; lingerie, $18,000 in Spokane compared with $44,000
in Memphis. The gals in Spokane are mighty warm indi-
viduals.
But. now suppose you were advertising these items?
Wouldn't you be smarter to select a market where you
knew folks were already buying them on a four to one
ratio over other cities? Of course you would! Well, the
same thing applies to soda pop and baking soda. There
are buying differences market by market, and it's up to
you to find out what they are.
Next take the question of race, color or religion. Now
these are all factors which influence buying, selling, and
advertising. And consequently, you must know about them
if you want to know your market.
As a specific example, we have a dry shampoo called
Minipoo. The South offers poor potential for this product
because it can only be used on long hair. That rules out
most of the Negro population and it means that we are
much smarter to spend a buck advertising Minipoo in
Rome, N. Y., than in Rome, Ga.
Or take the factor of age. You might say, offhand, that
age shouldn't be a consideration; that the life insurance
tables show a fairly even spread of age groups nationally.
But the actual fact is that there are sections of the United
States (California, for example) where you have an above-
average older population. And, as in our case, if you're
promoting the sale of denture products, a knowledge of
where they live can te most important. Our tv expendi-
ture for Polident is heaviest this year on the Pacific Coast;
so is our mouthwash advertising cost. Both items are used
more by persons over 40 years of age than under.
Seasonal factors, too, will affect your choice of markets.
So know your markets, seasonally. In the drug businers.
for inetance, the peak months of the year are usually the
winter months and for a simple reason. As it gets colder
people generally require medication more than durin:;
those fcalmy spring days or during those summer months,
or the spring and fall. These are the months when adver-
tising of drug products are heaviest. But it isn't winter
everywhere all year 'round, as the Florida and South-
ern California public relations boys skillfully promoted.
And consequently, the cold tablet advertiser looks at these
sections differently than he looks at Kenr.e'mnk ;ort. Me.
And similarly, the sun tan lotion advertiser doesn't have
to wait for June and July everywhere. He can start his
' <-^ Sm*w
With 16 million radios in KIT* HI NS,
21 million in BEDROOMS, 26 mil-
lion in AUTOMOBILES, and mil-
lion* more in even less likely placet,
KTSA's programming h.is under-
gone a major Operation in reaching
special audiences. It's not only
WHAT you say and WHIN \ou s.iv
it . . . but WHAT you sav at the
TIME you say it!
NEW SOUND IN THE NEWS
Strictly in line with the above,
NEWS in the hands of NEWSMEN
is making a new sound in the South
Texas air. Now, veteran newspaper
men edit and rewrite a continuous
flow of news from IP, AP, and
KTSA's own staff. This is fast, ac-
curate reporting Ipeciall) edited for
the audience AT THE TIME of the
broadcast. FOUR main news peri-
ods, PLUS news HEADLINES 20
TIMES each broadcast day!
MARKETING SCOOP!
"THE SAN ANTONIO TOO FEW
ADVERTISERS KNOW is the title
of a study made by KTSA of MILI-
TARY San Antonio. This is a con-
densed compilation of facts about an
UNUSUAL and HARD-TO-REACH
market that buys and buys and bins
to the limit of a S2SS MILLION
annual payroll. How KTSA reaches
92,t<~c of this READV-TO-BIV
audience while they are actually on
their way to shop is the story of a
unique program called "BUMPER-
TO-BUMPER If you'd like to
know more and have a copy of the
study . . . just say so!
DID YOU HEAR KATY SAY?
Katy, a charming brunette in a black
mask, recently crystalized this phrase
for South Texans when she appeared
almost life-size in a six-column
KTSA newspaper advertisement in
three metropolitan newspapers.
KTSA's new programming and pro-
motion is paying off. To be
QUOTED is an unfailing barometer
of any station's popularity with the
home folks. That's why we are so
proud that more and more South
Texans are saying, "DID YOU
HEAR KATY SAY ?"
STUDIO WISE
New studios, new facilities, new
talent, new programming, new pro-
motion, new merchandising . . . these
are the things that are creating the
NEW LOOK at KTSA and the
NEW SOUND on South Tca.in
radios.
R.prn.nt.d Nationally by: PAUL H. RAYMER CO
- In Metropolitan San Antonio and KTSA's
70-county South Texas Market.
SAN ANTONIO metropolitan areacm,
T!/»ON 559,700
hou^os ] 52/560
RADIO HOMES
1/1/55
140,510
TOTAL RETAIL SALES .
Food Stores ....
Drug Stores
Ealing A Drinking Hoe*.
Gen. Merchandise Stores
Apparel Stores
Home Furnishings Stores
Automotive Stores
Filling Stations ....
Building Materials, Hardware
$535,749,000
JI55.094 000
17.197 000
36 It 5 000
75 784 000
36 327.000
It. 950. 000
107,741.000
30 136 000
36.073.000
SAN ANTONIO trading area -£352^
POPULATION 1/1/55 811,200
RADIO HOMES 218,030
CONSUMER SPENDABLE INCOME $1,091,982,000
RETAIL SALES 749,678,000
GROSS FARM INCOME 162,982 000
Includes 23 counties of Son Antonio's immediate Retail Trade Area
all within KTSA's primory coverage.
RADIO STATION
OWNED AND OPERATED RY O R. MITCHEll CO
S000 w. 550 kc Full Tim« CUor.d Regional Chonn.l
Studios: 1130 Broadway P. O. Bio 1161
SAN ANTONIO, TEXAS
INC.
11 JULY 1955
237
TIMEBUYING
BASICS
PAGE 14
schedules in the middle of winter in Miami. Again, the
moral: Know your markets.
Regionally, too, there are differences in general con-
sumer buying attitude that might surprise you.
You learn this when you launch a new product and then
interview consumers in various sections of the country.
The folks on the Pacific Coast are the most progressive.
They'll try anything new. The folks in New England are
just the opposite. Being of a conservative nature, they
adopt a "We'll wait and see" attitude. This applies Inci-
dentally, to both retailers and consumers. And in the
South, the great regional difference which can make or
break a new product is a price factor.
This is the land of the 10c aspirin, and the 5c stomach
remedy. Sure, you can sell higher-priced drugs in the
South, but it's a much tougher proposition than in almost
any other section of these United States.
Regional factors, too, can affect your distribution pat-
tern. In the Southwest, for example, the food stores were
among the first to start carrying drug items. Today they
still lead the United States from that standpoint. So unless
you know your market, you can easily go wrong in Texas
by concentrating on the drug stores when the food outlets
there deserve as much or more attention.
And geographically you have price considerations the
uninitiated will often learn about too late. Texas doesn't
observe the Fair Trade price laws, so you bring a new
toothpaste into the Lone Star state and find that unless
they cut price on it, your 63c size is fighting the same
number of ounces of the leading brand priced at 35c. This
is true in other non-Fair Trade States, too; so again, know
your market, or suffer the consequences.
Now if you happen to be in the business of advertising
items used by families who own their own home, knowing
your market can be all -important. For example, while
across the United States generally 50% of our families
own their own homes, this average varies from two out of
three, or 67% in Michigan to only one out of three, 33%,
in the District of Columbia. Similarly, as you study prod-
ucts by classification you find wide swings geographically
in consumer buying. And to make things even more
complicated, you find that the buyer varies.
On this latter point, if someone asked you who does
most of the purchasing in the United States, you probably
would say that women do 85% of the buying. And then
gasp when you discover that 68% of men — not women —
shop for groceries once a week or more.
Know your market in terms of media, particularly in
setting up test campaigns. This is emphasized first because
so often advertisers will make a long-lasting mistake of
far-reaching importance in the testing stage.
I offer these simple, basic rules for selecting test markets.
They have stood the test of time for us and we have
rarely had to discard a test market after once establishing
it. When we have, it's been primarily a case of unforseen
local conditions forcing it, such as a sudden unemployment
situation or a distributor who unexpectedly refused to
cooperate.
1. Don't choose too large a market. You'll learn just as
much at a fraction of the cost in a Fort Wayne or a
Dayton. Why pick New York or Chicago as a testing
ground?
2. Make certain the market is isolated from other im-
portant markets. For example, Paterson, N. J., is a good
city, but a poor test city.
3. See that the test market is diversified. Not too
strongly rural, but not too heavy industrially; a good
mixture of working classes.
4. Check to see that the media you use will adequately
cover your testing area. And make certain, at the same
time, that you know what the coverage area will be.
5. Test long enough to find out what you want to know.
Don't be so impatient that you wind up cutting off your
advertising just when its cumulative effect is starting to
sell your product.
6. Cover your test market with research. Store audits,
consumer interviews, retailer visits, wholesaler checks. In
that way you won't have to guess from your factory ship-
ments as to how you're actually doing.
This means, in effect, knowing your market. And a test
market can be deceiving, unless you choose it carefully
and check it even more carefully.
Know your market, too, in terms of competition.
Quite often a test market is selected in which all of the
above outlined basic requirements are met. Then, suddenly,
you discover a strongly entrenched local brand, the kind
you'd never encounter on a national basis. Or, just as
suddenly, you discover that your competitor is using the
market for a testing operation which, while interesting,
influences your result in an abnormal way.
Know your market, too, in terms of advertising cost to
sales. All this means, of course, is that you know what it
is costing you in advertising dollars to secure sales —
market by market. Not all markets will come in at the
same advertising to sales ratio, but you must pre-determine
how much you are willing to spend to obtain sales in each
individual market.
We do this by setting up a sales potential for each im-
portant city in the United States. Alongside of this figure
we plot what our proposed or actual expenditures are for
advertising in these cities. It's up to us, then, whether we
want to keep it, lower it, or increase it as an expenditure
designed to secure sales.
But you would be surprised at the number of national
advertisers who completely neglect the simple method of
checking advertising cost to sales. At the heart of their
neglect is an illusion of being "national," of running in
national publications or even on national networks, and
feeling that the only way to look at advertising cost to
sales is on a U.S. basis.
Well, it just isn't so.
Such advertisers, I think, would be wise to remember
what the words "United States" mean. They mean just
what they say. United States — a collection of states, a
collection of markets. And no national publication or
network reaches into all states on an equal basis. That
being so, the advertising costs will differ by states just as
the sales results will also differ.
So know your market in terms of cost. State by state,
or city by city, you should have a clear-cut picture of what
your advertising expenditure amounts to and what it is
costing you to advertise in these respective markets.
Which brings us to another media point — the buying of
media, by markets.
Set out, as we often do, to buy radio or television across
these United States and you soon discover you've taken
on a complex job. I don't want to go into the rudiments
of timebuying, especially with people like yourselves who
are the experts on the subject. But isn't it a fact that
since you can't buy at the same cost-per- 1,000 everywhere
that automatically each market becomes different?
And since every market doesn't contain the same number
of stations or the same amount of transmitting power
per station that you can't buy radio or tv with a simple
formula, such as five announcements per week in all
cities?
HOW RADIO AND TV DIVIDE THE MARKET
J. A. WARD: Frankly, I don't know the
answer to "What constitutes a market?"
The answer requires a knowledge of the
product to be sold, its uses, its competi-
tion and its distribution. In the final
analysis markets are people who may
buy the item you are trying to sell. It
is to them you aim all your sales am-
munition.
The first step usually taken in defin-
ing your markets is to classify people into convenient
groupings so that you can analyze your marketing prob-
lem more systematically. Standardized groupings based
on objective nose counts of age, sex, geographic location
Nofftimf —
bui luriJuni)
Ottbdh
OUR ADVERTISERS HAVE KNOWN IT FOR YEARS
PHILADELPHIA
TIMEBUYING
BASICS
and buying power are essential to knowing your market;
but they may be misleading unless further evaluations are
made in terms of interest in the product and its competi-
tion.
As a market researcher, I'm the last one to minimize
the importance of these definitions of markets — but I think
I can make a better contribution to your thinking today
by restricting myself to the application of my subject to
your field — radio and tv.
Our organization has just completed a study of air
media which I believe permits for the first time market
interpretations of these media in terms of people. Prac-
tically all previous measurements of the size and charac-
teristics of the various markets reached by air media have
been expressed in terms of sets or families. This means
these measurements give equal value to all families regard-
less of the number of people they contain. Our study
differs from these because we have given equal value to
each individual person, thereby permitting a specific
examination of the markets represented by air media.
This difference in the unit of measurement developed
information that is in many respects, dramatically dif-
ferent from previous data.
Perhaps the most startling difference we found was in a
comparison of the amount of time spent with each media
during a given day. Previous measurements have indicated
that the average tv set use is much greater than average
radio use during a day. Our study indicates that among
all viewers about two hours a day is spent viewing tele-
vision and approximately the same amount of time is de-
voted to listening to a radio by the average radio listener.
The point is that most research has measured total set
use, which obviously is greater than the amount of time
most individuals can spare from their normal daily
activities. For example, in my home the television set is
on for probably more than five hours each day; however,
there is not a single person in the family who can or does
spend that much time viewing television. They come in
and out of the audience at different times.
Thus, by one form of measurement, the family unit, the
casual interpretation would be that tv enjoys clear
superiority over radio. Our study clearly indicates that this
is not so — that there is a high degree of equality between
both media over a full day of operation.
For example, we found that in the course of an average
weekday, both radio and tv reach about 60% of all the
people in the country over the age of five. And, instead
of the commonly accepted idea that tv dominates the
major proportion of air time — by air time I mean the total
radio-television exposures combined — the amount of time
devoted to each medium is about the same.
The reason the study shows this is simple; we measured
people and their activities. And in doing so, we measured
markets.
Now, of course, there are some major differences between
the markets reached by radio and those reached by tv.
Television reaches more six-to- 12-year-olds than does
radio. Radio reaches more persons in rural areas than
does tv. Radio reaches more adults, especially women.
But this is over a full day. And nobody can buy or sell
all of radio or all of tv, so the question of what sort of
market you can reach by using one or the other medium
narrows down to specific time periods and networks.
In each such segment of the total time, the markets or
people you can reach may vary considerably.
For example, before 6 p.m.; of all the time people spend
with radio or television 70% is devoted to radio listening.
After 6 p.m., 75% of all such time is devoted to tv. And
furthermore, of the total time people devote to air media,
roughly half occurs before 6 p.m., the other half after
6 p.m.
A part of the process of knowing your markets involves
knowing why these things occur. We developed some
fairly clear reasons as to why radio-tv markets divide up
the way they do. The basis of our study was a complete
measurement of the daily living habits of the people in
PAGE 15 this country. We studied their activities throughout the
day, from the time they got up in the morning until
they went to bed at night.
Of all this waking time each individual has during a
full day, a certain proportion is devoted to dressing, eating,
working and leisure time. What we found was that people
can and do listen to the radio when engaged in any of
these activities. Of course, the nature of the medium
permits this. The housewife can listen while she works.
Also, most homes have kitchen radios or car radios, in
addition to a living room radio. So people can listen in
more than one place.
Tv, on the other hand, is more restricted. In the first
place, almost nine out of 10 tv sets are located in living
rooms. In the second place, full use of tv requires the use
of the eyes as well as the ears and makes more difficult
the performance of other chores simultaneously. Thus
the vast majority of all tv viewing is done during leisure
time — and most leisure time occurs in the evening hours.
All of this points up the fact that radio and tv as a
whole, are not what you could call a market, but represent
many, many markets, different for each broadcast period.
It was one of the objectives of our study to examine the
characteristics of these hundreds of individual markets.
To do so we made analyses of individual time periods by
the age, sex, geographic location and income of the people
we studied. Some of each type were, of course, listening
to the radio, some were watching television; thus we are
able to examine the audience composition of both media,
and to study the market factors that buyers and sellers
of time require for the best implementation of these
media.
Up to this point, I have been making comparisons and
contrasts between radio and tv. Now I would like to tell
you a little about what we found with respect to how these
characteristics vary by periods. For the sake of avoiding
confusion I'll stick to radio.
I mentioned earlier that there are always some sub-
jective standards for measuring markets — such as the
degree of interest people have in your product. Let me
take this point and develop it a little in the light of our
findings about radio.
As I said before, we found that radio listening goes on
even while the listener is engaged in other activities. Now.
if you are concerned with a food product, it might seem
important to you to reach women while they are in the
act of preparing or eating food. There are certain times
each day when most women are doing just that.
Many of them are also listening to the radio while they
work. Radio has the peculiar ability to reach people at the
point of use. For instance, we have analyzed a number of
time periods and networks and find that there is a
period where one network delivers over three and one half
million listeners, of which over one-third are women who
are in the process of eating or preparing food.
Exactly 45 minutes later, this same network delivers
the same total audience but only one-tenth of this audi-
ence is composed of women preparing food at the time.
We also found that during the period between 4 and
5 p.m., New York time, there are more people in this
country riding in automobiles than at any other weekday
time. The gasoline manufacturer who wants to reach
potential customers by means of the auto radio will
examine such a time period carefully. He might ask who
are the people riding in automobiles at this time: what
proportion are men, because there is another time period,
where fewer people are riding in automobiles but when
more men are in the auto-radio audience.
It is my belief that it's more important for you to know
the composition of the audiences in the time periods you
are buying or selling than it is to know the sheer size
of the audiences, whether the size is expressed in terms of
total sets, total families or total individuals. Any measure-
ment you can obtain, of course, adds to your knowledge of
the market — but in radio and tv, circulation or audience
is shifting so constantly that its characteristics become
vitally important, lest you waste your ammunition on the
wrong targets.
a DOUBLE Ringer
in the Detroit A--*-1 ^
#
—all adds up to a greater sales winner!
@6ec& t£e (?<ut{
Channel 9
325,000 Watts
CKLW radio covers a 15,000,000
population area in 5 important
states. The lowest cost major
station buy in the Detroit area.
CKLW-TV penetrates a popu-
lation grand total area of
5,295,700 in which 85% of aU
families own TV sets.
@ CS ^TO
GUARDIAN BLDG.. DETROIT
ADAM YOUNG TELEVISION CORPORATION, NATIONAL REPRESENTATIVE
11 JULY 1955
/
£6ee6 t£e 'Jactei
800 kc. Radio
50,000 Watts
J. E. CAIMPEAU. PRESIDENT
241
TIMEBUYING
BASICS
I wish I could tell you of some simple, easy way to get
these facts. Unfortunately, there is none. Even the study
we have just completed (for MBS) covers only the broad
highlights and will become rapidly obsolete. It is too
costly a process to put on a month-to-month basis. It will
take us another six months just to analyze it in detail.
One thing I can recommend — and this I do very strongly
— and that is that you use your influence to get more data
about the internal composition of audiences — ages, sexes,
and so forth, of listeners — in other words, people — so that
you can know your markets better.
QUESTIONS AND ANSWERS
Q. After selecting a test market how long should a test
campaign last and how many announcements should be
used?
A. (From George Abrams) I don't think there's any
single answer to that question, but I think I can give you
an answer based on the number of variations that we've
employed in using test cities for various types of products.
In the first place don't make your test too short. We
rarely go into a test operation without running for at
least six months. However, there are certain types of
test operations which you may call saturation or penetra-
tion. We go in with great intensity and you couldn't keep
this pace going with a heavy spot tv or spot radio schedule
longer than a 13-week period. After your advertising
runs, don't stop your test operation there; keep your
research going so that you know what the after-effects of
your advertising are. I mentioned that our test advertising
is over a six-month period. We look at test markets for
as long as two years.
person is about equal to radio listening per person. How
does he explain that?
A. <From Jim Ward) Measurement of a set accumu-
lates the total exposures of all people. Your set at home
undoubtedly will be in use at sometime when you're not
there. You will undoubtedly use it yourself. Any mechan-
ical or over-all measurements of the set would total the
use while you were not at home and the use while you
were at home. When divided by the number of people who
were exposed, that will show a material difference. For
example, I think I said that my set at home is in use about
five hours a day. This is true. It seems to go all the time.
But if you were to measure the actual exposure of any
individual in my family you'd find that in total he does
not spend more than an hour or an hour and a half with
the set. He then has the demand of other activities which
will pull him away from it.
Q. How do you judge market potential for a new product?
A. (From George Abrams) That's not an easy one, be-
cause in many cases you go into a market with a new
type of product as we just recently did, and suddenly
through the sales recorded you suddenly realize that poten-
tial of this market of this type or category of product is
much larger than you ever realized; that suddenly people
find a need for it and maybe a latent need that they've
always had; that suddenly they're going out and buying
the type of product that they formerly didn't buy. In
most cases, though, we judge potential for a new type of
product through either recorded information, such as
Nielsen, who will let you know the total market or through
whatever public trade information we can get. * • •
Q. Where market A has a record of buying more mouth-
wash per thousand population than market B, would you
consider going into B rather than A with your mouthwash
in an effort to create a greater demand?
A. (From George Abrams) I think the answer to that
one is that you don't select your market on one fact
alone. I would say offhand that you're better off in going
to a market where more mouthwash is used than going
into a market where people use less. But I mentioned
before that age is an important factor, and competition is
an important factor. You take a variety of factors and
assemble them before you make your decision.
Q. Is it not true that increases in television and radio
listening have cut down on reading time of magazines and
newspaper advertising?
A. They have. There's been a tremendous redistribution
of all leisure time. This is particularly true of magazines
and television too. The longer a television set lasts in a
home the less time is devoted to it, because it demands
leisure time; it demands attention.
Q. Do you have any proven test markets in New England?
A. i From George Abrams) Yes. Actually one of the
best test markets in the United States, and the one that
generally shows up in Sales Management's list of test
cities, is Hartford, Connecticut. But is isn't typically New
England. Hartford happens to be a market with good
diversified industry, a good office worker category, has
good media, and we've used it in the past with fairly good
results. However, it was being over-tested. South Bend,
Ind., for example, calls itself the number one test city
of the United States. But the fact that Nielsen uses it
as a test city; the fact that so many advertisers quickly
think of South Bend or Hartford makes it right from the
start unattractive. Indiana is exposed to the words of
"amazing new discovery" so often that it loses its golden
ring after awhile.
Q. Jim Ward said tv viewing per home is much higher
PAGE 16 than radio listening per home, but that tv viewing per
Seminar U.
AGENCY PRACTICES: SAINTS AND SINNERS
Speakers: George Kern, associate media director, Lennen
& Newell; Bob Reuschle, national sales manager, WLAC-
TV, Nashville (then national sales manager WHUM-TV,
Reading, Pa.). Moderator of seminar was Vera Brennan,
head timebuyer, Scheideler, Beck & Werner, New York.
RELATIONSHIPS AND RESPONSIBILITES
GEORGE KERN: In discussing the sub-
ject for this meeting with the Planning
Committee, they agreed that we would
deviate somewhat from the topic "Agen-
cy Practices — Saints and Sinners," at
least as far as my talk was concerned,
in order to cover two subjects which we
felt were particularly important to
younger buyers and sellers of broad-
casting time:
The agencies' relationship with their clients and with
the broadcasters, and
The agencies' responsibilities to their clients and to
the broadcasters.
This might be "Old Hat" to many of you, but we
thought it a worthy reminder to all of us.
If we all have a clear understanding of these two sub-
jects <1> our relationship with each other and (2) our
responsibilities to each other and keep them always In
mind, we are going to get along a lot better. It's under-
standing the other fellow's problems and assuming our
own responsibilities that makes for a smooth working
team.
Now let's look at the agency and its relationship with
its client and the broadcaster:
An agency's position is a peculiar one In that it acts as
an agent for both the client and the broadcaster. An
agency therefore becomes a buyer and a seller and as a
2.
OVER HALF THE FOOD STORE SALES IN INDIANA
are made to the ^^(^f5^\^?fe
people served
by WFBM-TV
m
NO OTHER INDIANA
TV STATION
DELIVERS
SO MUCH
Food store sales state-wide:
$1,049,984,000
Food store sales WFBM-TV-wide:
$536,0o4,000
WFBM-TV
INDIANAPOLIS
Represented Nationally by
the Katz Agency
Affiliated with WFBM-Rodio; WOOD AM
& TV, Grand Ropids; WFDF, Flint; WTCN,
WTCN-TV, Minneapolis, St. Paul
11 JULY 1955
243
mWA TIMEBUYING
^ BASICS
PAGE 17
result is right in the middle. It buys for its client and
sells for the broadcaster. The agency takes its orders
from the client and gives orders to the broadcaster who
pays the agency its commissions.
This is a point most agency timebuyers, their bosses and
their clients too often lose sight of. It's the broadcaster
who pays the agency commission — not the client. So let's
treat him with the respect he deserves. %
The thing we must all remember — advertiser, broad-
caster, agency — is that we are a team and that we are
in this together. We survive and succeed only so long as
we work as a team. We need each other. The advertiser
needs the vehicle to carry his advertising message — and
he needs the agency to prepare the kind of message that
will produce sales results which will enable him to con-
tinue to use the vehicle. The station needs the agency to
represent him in selling the effectiveness of his vehicle
and keep it sold by the results gained from the sales-
producing messages he prepares. The agency needs both
the advertiser and the broadcaster — the advertiser to hire
him and the broadcaster to pay him.
Let's remember this when we deal with each other — we
have a direct relationship with each other.
Now let's talk about Responsibility :
You remember I said that if we all assume our respon-
sibilities, we'll get along a lot better — and do a better job.
As far as an agency is concerned its first responsibility
is to its client — the advertiser.
The agency acts on behalf of its client in all his deal-
ings with the broadcaster. As an expert in the advertising
profession, it recommends without prejudice the stations
and time periods which will best fit its client's needs and
is responsible for producing the best selling messages that
result in the continued use of the stations which produce
the results.
The agency is responsible for protecting its client in
every way possible in its negotiations with the broad-
caster. It must see that its client gets the best available
time periods at the lowest possible cost. It must protect
its client contractually on rates, rebates, preemptions,
cancellation privileges, legal entanglements — and every
other way. And remember it is the agency who is solely
liable to the broadcaster to fulfill all of the terms, and
conditions of the contract it signs on behalf of its client.
The agency has a responsibility to the broadcaster be-
yond its contractual commitments.
It should respect the important part the broadcaster
plays in the community he represents. It should regard
the broadcaster as an equally important part on a three-
man team. It should give the broadcaster an opportunity
to submit proposals on a competitive basis — and be ready
to tell him why he did not get the order.
In the interest of its client and the industry as a whole,
the buyer should be fair in his dealings with broadcasters
in requests for: make-goods, credits for interruptions and
preemptions, publicity and merchandising .
Remember, any request which puts a higher overhead
on a station's operation is ultimately going to be reflected
in the rate card. So let's not force stations to render ser-
vices which raise the rates to the point where they kill
the medium. Sure, take advantage of all the services a
station has to offer — but don't abuse them to the point
they affect the rate structure.
Now, I want to get back to the subject of contracts:
We are fortunate in having a standard contract which
was developed after many months of work on the part of
the NARTB and the 4 A's and is accepted pretty generally
in the industry. It contains a few clauses which some of
you may not agree with, but as one of the 4A representa-
tives who labored over the drafting of all the clauses, I
feel we ended up with something we can all live with. It
seems to cover the agency and the broadcaster in an
equitable way. The thing I want to explain however, is
that you should not just take this contract for granted.
Don't just sign it because it has the seal of approval of
the NARTB and the 4A's.
Know what the contract contains. What are the agency's
obligations to the stations? What are the stations' obliga-
tions to the agency? What are the cancellation privileges
on the part of the agency — the station? What happens
when your program is preempted? What protection do
you get on rate increases? Who indemnifies whom — and
for what? The knowledge of the terms and conditions of
this standard contract on the part of buyer and seller has
resulted in the unusual relationship which exists between
agency and broadcaster. Because of the close cooperation
between broadcasters and agencies through their respec-
tive associations in the development of a standard con-
tract, verbal orders get the acceptance they do. A time-
buyer's word to a station or network is all that is neces-
sary to kick off a million-dollar campaign.
There is a code of ethics in this business that says a
man's or woman's word is all we need. Let's keep it
that way.
Let's not have any one — the client, account executive, or
anyone else have us try to get out from under a com-
mitment, just because it is not in writing — or because the
contract has not yet been signed.
\ SELLER'S ADVICE TO BUYERS
ROBERT M. REUSCHLE: I think you
will admit, today's subject, Agency Prac-
tices, is a broad one to say the least.
The part that bothered me was the
second part of the title: Saints and Sin-
ners! Well obviously, there isn't a Sin-
ner in the house!
We can cover the whole subject quick-
ly by simply saying: "Every timebuyer
should try being a salesman . . . and
every salesman should just try being a timebuyer." Or, to
put it more bluntly, "did you ever have to stay home and
feed and diaper the kids while your wife spent the whole
day in New York shopping?" No — the other fellow's job
is not always as easy as it looks.
Somebody said the other day, "The best advertising men
are those who best understand women" . . . and I like to
think, "The best timebuyers are also those who best under-
stand salesmen." Salesmen are the catalyst in our whole
economy . . . something like the sparkplug in your car.
Therefore let's begin by recognizing that saleswork, like
timebuying, is a profession too . . . it's not "piddling" . . .
nor it is "peddling."
Probably some of you might be asking yourselves how
to learn timebuying quickly One of the best ways is to
ask questions of salesmen. (I know it helped me tremen-
dously.) Take the salesman into your confidence when-
ever you do so so. You might be surprised how much he
can help you. Admit what you don't know, or don't under-
stand. Don't try to bluff — an inquiring mind will pay you
great dividends, and you and the salesman will both
profit by it.
Salesmen can often help you sell your ideas on radio-tv
values if you will welcome sales calls on your account
executives and clients. Timebuyers feel they have the right
to contact stations direct, and rightly so, for it leads to
a better understanding and a solution of many problems
all the way around. Of course, timebuyers should let the
salesman know this is being done, just as the salesman
should first cover the agency before going to the client.
Sales calls on clients is not a serious complaint. However,
it is a fact that the print media boys have a better work-
ing relationship in this regard.
In other fields of endeavor, many thousands of dollars
are exchanged or committed by a simple raising of the
hand, or a nod of the head. When a station representative
gets a telephone order, many wheels start to turn. For
example, here is an actual experience (names of all "char-
acters" will be omitted.) :
The timebuyer has just called the rep, and apparently
gave him an order.
The time purchase is written, wired, phoned or tele-
STATIONS
Ids / " I" '. ii I \
KANSAS CITY: KCMO Radio & KCMO-TV „««,»„,
SYRACUSE: WHEN Radio & WHEN -TV ,- ta *,„„
PHOENIX: KPHO Radio & KPHO-TV , „.,. »„„„
OMAHA: WOW Radio & WOW -TV SMStf c°
Affiliated Wi
h. BetterHomes .„«. ^ul Magazn
es
and Gardens
TIMEBUYING
BASICS
typed to the station for final clearance and confirmation.
The rates are double-checked at station and reps
offices. At the station, the traffic or sales service depart-
ment checks to be sure the schedule is not adjacent to
competitive advertising and that the time is available,
or can be cleared. This often means checking with the
commercial manager to be absolutely sure the time
wasn't on option, or that the spots weren't sold that
morning by the local sales force. Maybe the commercial
manager has to chase around and find his local sales
manager. He finally gets him on the phone. "Joe, he
says, can you move that Monday 9:00 p.m. break for
Meyers Music Store so we can take a national spot in
there and confirm a 52-week order, five a week, from
a big national account?"
Joe has to call the boss back because he fainted at
the phone when he thought of what Meyer was going
to say. But somehow, Joe does the impossible.
Traffic calls programing and film departments to be
on the lookout for the film . . . you see, it's supposed to
arrive by late plane Saturday, and the first spot starts
Sunday !
Meanwhile, at representative headquarters in New
York, the salesman is beginning to sweat. He has al-
ready had two calls from the timebuyer who says, "Well,
what about it ... do you want the order or don't you?"
Also, the salesman has already told his boss the good
news. "Finally cracked it ... 52 weeks too!"
Why he had even entered the sale on his SECRET
billing record!
The station comes through with the confirmation
okay, and the rep calls the timebuyer to give him the
good word. BUT, lo and behold the buyer says he
couldn't wait any longer . . . the competition came in
and offered spots next to Gobel & Groucho!
You see, the timebuyer thought he had told the sales-
man . . . "If you get me that spot next to Lucy, you've
got a firm order for the other four."
Three weeks later our hero gets off the hot seat with
his station by getting half the schedule back.
Ten weeks later the big 52-week account cancels and
switches to — spot radio.
Maybe that story sounds exaggerated to you, but I hope
it helps make a point — how important it is to be clear
and precise because in our business telephone orders are
a commitment.
Further, just because this is a pressure business is no
reason to keep the pot boiling all the time.
Station people would like to see timebuyers make more
trips into the field to see markets and observe local con-
ditions first hand. Your clients and account executives
usually have this experience or go out and get it by riding
delivery trucks; calling on jobbers; selling their products
from behind the retail counter; checking shelf display and
merchandising etc. While it is true that the busy time-
buyer is often confined to his desk, it is hoped the buyers
will take every opportunity to get out in the field and at
the very least, get the feel of some local markets. When
you see the local shows and meet the personalities, you
will have a much better idea of what you bought and the
kind of audience this show reaches. You will discover
new ways to use and merchandise these programs. Just
think of some of the New York programs you are so
familiar with and I think you will agree, if you can make
more trips to stations you will be even better buyers.
Imagine yourself as a salesman talking to a timebuyer
about a market west of the Hudson River, when the buyer
has never visited that market . . . particularly when you
have never been there yourself!
In my early days as a buyer I once had a tendency to
have preconceived notions about —
"My client will only buy 50,000 watters." or "We can
only buy network stations" etc.
Just as the character of our business keeps changing
so do the relative values of radio-tv stations. You all
know that power, frequency, network affiliation and pro-
PAGE 18 gram or personality changes can sometimes quickly affect
a station's audience pulling power. It is possible for one
station to go from independent to network affiliate, and
increase its audience. The same thing can happen in re-
verse. Perhaps just a short six months ago you considered
station "X" to be the buy in its area but something hap-
pened in the meantime. I remember once calling the
client to announce happily: "I have been able to get your
spots in that hot disk jockey show, The Katzenjamer Kid
only to have the client tell me, Katzenjammer moved
over to the other station two months ago!
Remember the station rep has a responsibility to his
client too, the station. He is at least responsible for know-
ing what campaigns are breaking and getting a shot at
the business. The point is, you can do a better job for
your client, and yourself, if you ask for availabilities on
all stations in the market before you buy.
The sales fraternity is always a little concerned about
the way some media market lists are prepared for print
and radio-tv . . . (and that's probably the understatement
of the year) and while it is true that the seller of time
can never be in a position to know the intimate details
of an advertiser's marketing and media strategy, just one
word of caution: ranking markets for local media use by
such yardsticks as Households; Effective Buying Income;
Population; Retail Sales; ETC. . . . may all be important
and useful approaches, but we wonder at times whether
sufficient attention is given to the fact that you can't
build a fence around a radio or television station signal.
These media and their programing fare have large audi-
ences beyond the metropolitan city, where people in the
urban-rural areas are influenced by the advertising on
these two electronic media. Many urban-rural families do
a large share of their purchasing in the big cities . . . thus
inflating the meaning perhaps of retail sales in that city.
To assume that magazines have deep penetration right
across the country is a mistake.
For example: (and here comes a commercial) one of the
largest weekly magazines reaches about 14% of the fami-
lies in WHUM-TV's area . . . and only 19% of all the
people if we allow 4.75 readers per copy to account for
pass-on circulation. Remember this 19% is its total poten-
tial audience; we haven't taken into account any research
ratings on the reading or noting of any ad. Markets are
people, wherever they are, and radio-tv reaches them. best.
Salesmen would like to see more emphasis put on radio-
tv's total audience by the timebuyers who help to sell it.
There is one small gripe salespeople have. It is the
amount of time wasted in advertising agency reception
rooms. Timebuyers calculate cost-per-1,000, cost-per-rat-
ing-point, cost-per-commercial. But did you konw that:
the cost-per-hour, in reception rooms, per salesman is
about $5.48?
Please try to remember that a salesman's time is just
as valuable as yours. We know that all too often time-
buyers are called into those inevitable meetings at the
last minute . . . but do the guy a favor and see that he
isn't told of this after waiting around for half an hour.
Brief your pretty secretary on this problem. . . . "Marilyn"
might be able to come to the lobby and handle the call
for you. And for us, the call won't be a total loss.
QUESTIONS AND ANSWERS
Q. The salesman honestly thinks a certain timebuyer is
doing a very poor job. Is it considered unethical for the
salesman to say something to the timebuyer 's superior?
A. (From Bob Reuschle) I think that depends an awful
lot on individuals and the problem itself. Perhaps I can
best answer it by citing an experience I had as head of a
timebuying department. The sales manager for a group
of stations called me and said, "Bob, our fellow is having
an awful tough time with Mr. X at your company." I
said, well, so are a lot of other fellows, including me. But
he's still a good buyer. The sales manager wanted to get
together with me and see if we could smooth it out. The
hove everything else !
11 JULY 1955
247
TIMEBUYING
BASICS
salesman was so distraught he told his boss, "You better
take me off that agency." I said, don"t do that, we like
him, he is a helluva good salesman. Why not try this:
Tell your salesman to go in and see the timebuyer, and I
will not say anything about this phone call, and make the
guy go to lunch, and sit down with him and say, "Look,
I don't like you and you don't like me; let's find out what's
wrong and try to straighten it out." In other words, put
their cards on the table. About a week later the sales
manager called Lack and said it worked beautifully. I
don't know whether that answers the question, but it
seems to me you have got to go right to the source of
the problem, the individual you are dealing with.
Q. How much should a buyer tell a salesman about a
campaign?
A. (Prom Bob Reuschle) Tell him how many markets
you are going into and name the markets. Certainly tell
him the buying pattern; that goes hand in glove with the
number of markets. How much budget? I think that is
none of his business. I think budget is between the client
and the agency. In an individual market perhaps you
have it worked out according to slide rule, and as long
as you tell the other stations the same thing, sure, tell
the salesman. If it is an undisclosed account, whether the
product is in the house or in solicitiation, well, I will skip
that one and say maybe that is one of the things we could
talk a lot longer about. No time salesman likes to work
on an account being solicited by an agency. Post mortems
after the buyer has completed the deal — should he tell
what he bought: I agree with George 1,000%. I think the
salesman is entitled to know what you did buy and maybe
he can come up with something else and improve the
schedule. Why make a big secret of these things? • • •
Seminar
7.
WHAT BUYERS, SELLERS EACH EXPECT
Speakers: Ruth Jones, Procter & Gamble timebuyer,
Compton Agency; Lewis Avery, president, Avery -Knodel.
Moderator of this seminar was Gordon Gray, vice president
and general manager, WOR and WOR-TV, New York.
WHAT TIMEBUYERS EXPECT OF SALESMEN
RUTH JONES: Every timebuyer appre-
ciates how much a salesman can con-
tribute to his learning in the business,
particularly when the buyer is a trainee.
When I first started to buy time, much
of what I learned I learned from the
salesman.
The salesman can really be of terrific
help to you. You all know that in your
personal life you rely on your friends
to help you and certainly your salesman is your friend.
When I first started buying time, which was 10 years ago.
I was a pretty scared person, and there were many times
I didn't want to go in and ask my boss questions, because
it is pretty elementary that you not let him know where
your weaknesses are. It was really amazing to me how
many times salemen would come to me and offer to heip
me; not only with their own stations and with their own
markets, but with stations in which they had absolutely
no interest. So first I want to remind you to look upon
your salesman as your friend.
Now, as to what a timebuyer should expect of a sales-
man, I marked it down as three things: first, that he know
the agency and the client; second, that the salesman help
create ideas (at the right time) ; and third, which of
PAGE 19 course we all realize, that he provide good service.
When you talk about knowing the agency and knowing
the client, it would really help the buyers if the salesman
would get to know how an agency is set up and who has
responsibility for what. There are no two agencies that
operate alike, even within the Procter & Gamble agencies,
of which there are seven. Even though they are working
for the same client, each one has a different way of oper-
ating. The salesman should know which timebuyers make
the decisions as to what media will be used and which
timebuyers make the decisions as to which market will be
used. The salesman should know what the client expects,
particularly if it is a client that has very definite media
strategies such as your soap companies and your food
companies. Then, when the salesmen call on the buyers,
they are not wasting time talking to them about things
that either the buyer has very little control over or
about ideas that the clients themselves should be ap-
proached on.
As for point two, creating ideas, I am talking about
times when the buyers run into trouble spending money
— when they are trying to outline a campaign and are at
a loss as to how they could spend the money properly —
that is where the salesman can be of great help.
However, a salesman should not try to help in the mid-
dle of a heavy buying campaign, because that is when a
buyer is terrifically harrassed; he should make suggestions
between buying campaigns when a buyer has time to sit
back and listen. Maybe at that particular moment the
buyer will look at the salesman and say "I am not inter-
ested," but he won't forget what has been said, and three
months later the conversation will suddenly come from
the subconscious to the conscious and he will act.
Service, however, is most important. You always hear
buyers complain that salesmen don't give them the proper
service, and salesmen are always complaining about the
agencies. But I repeat, service is the most important thing
to a buyer, and I think perhaps the easiest way to explain
what I am thinking of is to begin at the start of a buying
campaign.
Let us say that the markets and the stations have al-
ready been selected and the buyer is getting ready to
place the business. The first thing that a buyer asks for
is availabilities. It would b3 a great help if the salesman
would give the buyers exactly what they ask for.
I have to assume that we buyers will be explicit. If
we call up and say we want daytime announcements only,
there is no point in giving us a lot of nighttime announce-
ments. It isn't because we don't like nighttime announce-
ments; it may be that the product is the type of product
that should be advertised for women only. The copy de-
partment, the account section, and the client have agreed
that it is going to be daytime advertising. It is not a
whim of the buyers. They want daytime availabilities.
If we ask for minutes only, again that is something over
which the buyer does not have control in many instances.
(And I might add. also, it is a source of a number of
arguments between the copy department and the buying
department.) So instead of giving us an argument or fill-
ing the availability sheets with a lot of breaks in the hopes
that we will buy them, just give us the minutes.
The next point: Being a buyer on Procter & Gamble
you can appreciate that I can use only about one-tenth
of the availabilities for my client, either because they are
next to other Procter & Gamble shows, or Lever shows or
Colgate shows, ad infinitum. Sometimes I get a sheet of
paper and out of, maybe 25 or 30 announcements, there
are only two that I can use. If the salesman would screen
the spots and know that Procter & Gamble cannot buy
next to Strike It Rich, or Colgate cannot buy next to
Search For Tomorrow, it would make it a heck of a lot
easier for us.
Then the third point, and this is really a personal gripe:
It would be very helpful if the reps could get together and
have a standard, legible form for submitting availabilities.
If each rep submits them in a different way and a buyer is
tired, it really becomes a very serious practical problem,
and sometime the salesmen do lose out.
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For example, about two years ago I was buying a big
radio campaign. I had exactly three days in which to buy.
As every timebuyer knows, you don't do your buying dur-
ing the day, you do it after hours. I had to buy about
10 nighttime radio announcements in 180 markets. Well,
you can imagine — 180 markets with an average of three
stations in a market, and any number of availabilities —
you must sympathize with what it is for a buyer to try and
screen 5,000 to 7,000 announcements in three nights. It
is pretty horrible. You are trying to do a good job for
your client, but you get tired and by 10 or 11 o'clock at
night you've just about had it.
There was one rep who sent in the availabilities, and,
honestly, it wasn't a question of reading down, it was a
question of turning sheets around. And finally at 11 o'clock
at night, and I hope that no one at Procter & Gamble
hears about this, I got so mad that every time I picked
up an availability sheet from this rep, I just threw it right
into the wastebasket. I know it sounds terrible, but wait
until you have to do it, and you will see what I mean.
Maybe I cheated my client on one or two good spots, but
after all, we are only human beings, and it's just tiring.
I know the salesmen think we are asking for miracles.
We call up at 4 o'clock in the afternoon and we say,
"must have availabilities right away." We are sorry to
have to do it at the last minute, but what can we do with
clients? Anyhow, it is easier to argue with the salesman
than it is with the client, let's put it that way.
I think if the salesman could find some way to make it
easier on our eyes and our disposition, it would help the
buyers, and in the end it would really help the salesman.
Another thing that we need from the salesman is more
complete information on what schedules will cost, and
that is particularly true these days in television where no
matter how experienced you are, you can't be too experi-
enced, because new problems are constantly arising. You
forget if you are buying a show that there might be an
editing charge, because you are going to splice in film,
and it is very difficult and very embarrassing for a time-
buyer to have to go back to an account executive or to
the client later and say, "Gentlemen, I didn't know, but
can I have another $25 for this or that?"
Another thing < this happens to be a very controversial
issue) is the question of salesmen arguing with buyers
about ratings. I think perhaps I should state it in the
positive way and say it would help the salesman a great
deal if he would submit availabilities with the ratings that
are acceptable to the agency or to the client. I am cer-
tainly not going to get into a discussion as to whether
Hooper is better than Pulse or Pulse is better than ARB.
and so on down the line. But we do know that different
agencies have different rules and different regulations, and
there is very little to be gained by salesmen continually
arguing that we don't use the right rating service or the
station doesn't use it or you have no right to use it, and
on and on. Many times it isn't up to the buyers to decide
what the rating service is. The only way I can ever answer
is that if I am buying based on ARB, for example, and a
salesman comes in and says, "I have better spots on Pulse,"
I think a good idea for him is to sell the Pulse spots to
the agency that prefers Pulse and I will buy spots where
ARB ratings are good.
It will all work out in the end. The salesman will sell
all his spots, and he will certainly save an awful lot of
wear and tear on both of us.
The last part of the service is the problem of quick con-
firmations. I know that lots of work has to be done on
the telephone, but you know as well as I do with people
being trained and with the confusion that can arise dur-
ing a heavy spot campaign, particularly when you have
so-called saturation plans, that we need quick confirma-
tions in writing.
It may seem a formality to you, but it isn't a formality
to us, because we must confirm our schedules to the client.
They are rightfully interested in how their money has
been spent. If we are constantly being told later on, "Well,
PAGE 20 there was a change here, or there was a change there,"
we have to notify the client, and they in turn have to
notify the sales department four and five times. All that
happens is that eventually everybody builds up a kind of
antagonism and the buyer resents the salesman because
he isn't quick, and the account executive begins to think
that the buyer is not doing a job, and he goes back and
gets mad at the salesman. Quick confirmations could
help a great deal.
One other thing, a salesman has an obligation to main-
tain as good a relationship between an agency and a sta-
tion as possible. Occasionaly, a station man will come in
to see you without his rep. (The reps don't like it, but
every once in a while they manage to sneak in) and I
will find that my feelings or the agency's feelings or the
client's feelings have not been properly transmitted to the
station. The salesman should always tell the station
exactly what happened and not always make it sound as
if the timebuyers are pretty stupid or they are arbitrary.
It is particularly true if a timebuyer tries very hard to be
cooperative and to explain a situation in advance, and
then that is not passed on to the station.
Here is an example of what I am thinking. Recently
we placed a campaign on a radio station. We told the
salesman exactly how much money we had and how long
the campaign was going to run. I believe it was something
like eight weeks.
We asked him to please tell the station to help pick out
spots on the basis of a short campaign. In other words,
we did not want the station to go to the trouble of mov-
ing, let's say, local advertisers to give us what we wanted,
and then suddenly turn around and discover it was a
short-term campaign. That is the way we presented it.
Why the rep did not pass this on to the station I do not
know. Perhaps he hoped that there was going to be a
renewal. But as a result, the station went ahead with the
schedule and also did a marvelous promotion job for us
on the particular product.
Well, obviously, the station is angry with me, and I am
angry with the rep, and it might take six months for me
to see the station manager and explain to him that really
and truly we had told the salesman that we were not go-
ing to run a long campaign.
I guess probably what it all narrows down to is that we
are not always creatures of logic; sometimes we can be
creatures of emotion and the people we like are the people
we try to do things for, and the people that we don't care
about, well, they are the one's that aren't going to get
as much of a break.
And so, I think, that probably the personal relationship
between the agency and the salesman and the station can
be very important for everybody getting exactly what
they want.
I can end this up by saying that I hope that the sales-
men sitting here don't think that we want miracles, but,
remember, my client does! So, there is nothing personal
in it, but every time I buy a spot, regardless of the market,
all I want is the / Love Lucy spot.
WHAT SALESMEN EXPECT FROM BUYERS
LEWIS H. AVERY: Back in the summer
of 1943 when I was associated with the
NAB, now the NARTB, and I knew all
there was to know about buying and
selling time, I wrote a booklet with the
heading. "How to Buy Radio Time."
I hope nobody can find a copy because
it is a little bit obsolete right now. I
am now beginning to learn something
about the business. However, in the
foreword of the booklet, which I wrote for Mr. Paul
Morency's signature, there are some comments that I
think we ought to keep in mind in this relation of buyer
and seller.
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TIMEBUYING
BASICS
"The purchase of radio time is neither a fine art nor an
exact science. It does involve art in the sense of skill and
performance acquired by experience, study or observation.
It likewise involves science to the extent that facts and
figures must be analyzed and interpreted."
Actually, the approach to the purchase of broadcast
time is not such an awesome and fearsome task as that
description might suggest. As one leading advertising
agency timebuyer put it, what you really buy is the possi-
bility to develop an audience; what happens after you
buy will be largely determined by the amount of imagina-
tion you use.
What are the ingredients of buying and selling time?
I think the most important is availabilities. In that same
booklet, I wrote that in my estimation availabilities
whether related to time for a 20-second film, a one-min-
ute participation or a newscast, were the most important
commodity in radio or tv.
Now, when that availability is presented, as Miss Jones
has pointed out, it should be handled promptly by the
salesman who presents it. It should be analyzed as quickly
as possible, and obviously she was doing that when she
received the 5,000th availability at 11 o'clock at night —
and it should be purchased carefully.
Since availabilities are the very lifeblood of this busi-
ness, the seller ought to submit as complete and detailed
information as he possibly can, preceding and following
programs, competitive programs, ratings, and as Miss
Jones has pointed out, by the preferred rating method.
We will get to that a little later. Also, the correct rate
for availability, the length of copy that can be employed
at that time, and whether or not there are any competi-
tive products nearby that might spoil its value.
When I said they should be submitted promptly, I mean
they should be submitted promptly in detail that will be
helpful to the buyer. Now, the buyer has an equal obli-
gation in my estimation to make as prompt a decision as
possible. Obviously, the very perishable nature of avail-
abilities is such that the best ones are going to go quick-
ly, and you cannot tell whether you were the only individ-
ual to whom those availabilities were submitted.
Miss Jones mentioned confirmation of schedule. That,
it seems to me, is one of the most important facets of our
business in building confidence on the part of the buyer
in the radio or television stations with which we may be
doing business. Unfortunately, it is rarely possible for an
advertising agency to issue a contract until sometime after
the schedule may even have been started. In such cases,
I think some simple form which ties down a meeting of
the mind between buyer and seller is most essential.
Now, let's take the case where an advertising agency
asks for availabilities for a specific account. First of all,
I think it is the obligation of the buyer to let the seller
or the salesman know the name of the account, and if it
is a multiple product the name of the product involved.
I am a little bit bored with requests for availabilities for
unidentified food accounts. It is almost impossible under
those circumstances, in my estimation, for the seller to
prepare an intelligent list of availabilities taking into ac-
count the possibility of competitive situations, and I quite
agree with Miss Jones when she points out that during the
active buying seasons there is little opportunity for the
person who is doing the buying to go into a detailed
analysis of the market or the station or to review a new
presentation on both. There is ample time to make those
at a time when that is appropriate.
On the other hand, it seems to me this stresses an
equal obligation on the part of the buyer to devote suffi-
cient time to presentations from salesmen of market and
station statistics so as to gain added knowledge of the
market and the station.
It seems to me that the seller has an obligation to
prepare presentation material concisely, to present it with
a minimum number of words, to respect your time as a
buyer, and correspondingly the buyer has an obligation
to listen with reasonable attention. It may seem impossi-
PAGE 21 ble to you when you request special information about a
market or a station that representatives have such a
scarcity of that information in their files. May I remind
you that our relation to radio and television stations is
not unlike your relations to the account you serve? We
are in effect the agents of the radio and television sta-
tions who have appointed us to represent them. As such
we can only seek from the principal the information we
want. If the station has in response to repeated requests
failed to identify what a rumpus room program is, for
example, we are just about as helpless as you are. But
I can assure you that every representative makes a con-
certed and thorough effort to get information about local
programs in which you may have an interest.
In the course of her talk, Miss Jones mentioned that
she hopes we would furnish availabilities using the ratings
of that rating service which was acceptable to the agency
to whom we presented the availabilities. Actually, as most
of you know, the majority of station managers, I surmise,
would like to throw all rating services out of the window,
even those who have the top ratings. We have in this
industry the worst condition I have ever seen, and I have
been in it since 1926.
For example, there are currently seven research services
on television viewing in New York City. I suppose you
pays your money and you takes your cherce, but it cer-
tainly is a hopeless mess. On the other hand, I would
not myself advocate the extreme measures that many
station managers urge. I think these rating services can
serve us well. We must, however, be conscious of the
weaknesses of all rating services and in so doing be aware
that there is wide latitude in any specific rating. Be aware,
too, that any rating must be at least 30 days old, and
maybe older, and nothing is subject to more rapid change
today than radio and television.
There are other facets of the problem that seem to me
to deserve a careful exploration on your part and ours.
I have heard many agency people say that we as the sellers
don't understand agency problems, and that may be true.
I do think that if we are going to understand agency
problems that you must be equally frank with us in telling
us the individual problems with the accounts that you
serve and the individual problems with an account for
whom you may be buying at any specific time. There is
also a corresponding facet of this — understanding the ad-
vertiser's problems. On that score, I think we have been
widely criticized as sellers, and yet the advertising agen-
cies have long countenanced direct calls on advertisers by
newspapers and magazines and their representatives and
yet for the most part frown on calls that radio stations
and television stations salesmen might make on those
same advertisers.
Actually, I think we have a distinct obligation never to
tell an advertiser anything that we haven't already told
you as the buyer. If you don't take action on something
that we think ought to be done, are we or are we not
wrong in going to the advertiser? Let's go back for a
moment to the relationship I pointed out to you, that we
are the agent of the radio and television stations we serve,
and as such it is our job to make sales. We want to make
them cleanly, properly, to our mutual benefit, but that is
our responsibility to the station and only secondarily to
you. Once we have an order, the obligation, I think,
switches to the other side of the fence, and it is then up
to us to see that you get the fairest and fullest possible
treatment from the radio or television station which you
are employing for a specific campaign.
I think there is much ground for a better and richer
understanding between us to improve this business in
which we are both engaged.
QUESTIONS AND ANSWERS
Q. If a representative's station does not subscribe to
Rating Service X used by the agency but only to Service
Y, how can he propose the best spots?
A. (From Ruth Jones > This question implies that you
have to know what the separate ratings are in order to
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11 JULY 1955
253
TIMEBUYING
BASICS
propose the best spots and assumes that we buy on rat-
ings only. I should say that there isn't any good buyer in
this business who buys by ratings only, and this applies
to Procter & Gamble accounts for which we are always
accused of buying on ratings and cost-per- 1,000 only. It
isn't true. I don't know how many people believe it among
the salesmen, but it is a fact. You cannot assume that if
you do not have the best ratings you won't get the busi-
ness, because there are a lot of other things that go into
it; one of which i3 the kind of audience we want to reach.
In other words, you might sit down and say, well, ac-
cording to ratings, there is a spot that has a 10 rating,
and there is another that has a 4 rating, and the 4 rating
is out. It might happen that the 4 rating is adjacent to
the program that has the kind of audience in which we
are interested, and in that case we would buy the 4.0
rating rather than the 10 rating. Therefore, it really
isn't of any great disadvantage if you don't have the rat-
ing service.
If you will provide the spots that can be bought with-
out any competitive problems, you will get your fair share
of the business, because the agency will be able to look
up the ratings themselves. It is impossible for the sales-
man to pick out the best spots for us.
Q. What are Ruth Jones' views about calling on ac-
counts direct?
A. (From Ruth Jones) I agree with Lew that there is
no reason why a salesman shouldn't call on a client.
There is only one thing that I think is important. Any
time a salesman is going to call on a client, he first should
tell the timebuyer that he is going to make the call and
explain exactly what he is going to say. A lot of times it
will help the salesman because the buyers, for the most
part, are pretty grateful, if they get help. Sometimes
salesmen have come in to me and said, "This is what I
am going to say to your client, do you mind if I go there?"
And I say "No." Then he will give me an idea of what he
is going to say, and I can help point out the pitfalls and
say, "Well, don't talk along those lines, because I happen
to know so and so."
I don't think a good buyer will ever ask a salesman not
to see a client. All he will ask is that he is not put in the
embarrassing position of having a client call up after-
wards saying, "What do you think of such and such a
show," and have the buyer sit there and think, "I will
kill that salesman, because I don't know what the client
is talking about."
Q. Why is a rating inevitably 30 days old?
A. (From Lew Avery) It takes about that long to tabu-
late them, unless they are telegraphed in or the method
of tabulating is speeded up. My point was simply that
since this whole industry is in such a state of flux at the
present time, no rating can be particularly meaningful
except as a guide or as an indication of a trend.
Q. Lew, don't you think that your salesmen should ap-
proach the agency with the rating service they use rather
than the highest number they can find?
A. <From Lew Avery) Once I was a salesman. I al-
ways used the highest number I could find. I think a
salesman should give the agency the rating service they
request if it is available through the station represented
by that salesman. On the other hand, if there are two or
more rating services in the market and they are all avail-
able to this salesman, I think he ought to explain any
wide points of variation in the rating service to the buyer
in order that he or she may be fully informed about the
existence of the rating services and their variations in
that market.
Q. Should timebuyers call a station direct without tell-
ing the salesman beforehand?
A. (From Ruth Jones) I said that I think a salesman
owes a timebuyer the courtesy of telling the timebuyer
first what he is going to say before he goes to a client.
PAGE 22 By the same token, the salesman is entitled to the same
courtesy. I am sure that there are many times when a
salesman doesn't mind if we call direct. Sometimes we
can accomplish a job because we have known the manager
a long time or because there are other deals that are in
the works. But don't embarrass the salesman by calling
the station without telling him first. It has to work the
same way as our request not to go to the client first.
Q. Salesmen also sell ideas. A salesman may have a sales
approach or a merchandising idea that might change the
client's buying plans. What does the timebuyer do to pass
this on?
A. (From Ruth Jones) I guess the candid answer is half
the time they don't do anything, because, unfortunately,
very often by the time the merchandising plan has come
through, the buying has been done and the timebuyer isn't
going to bother to change everything around.
I will say this though, that if there is an unusual mer-
chandising plan or a promotion plan and that is subject
to the buyer's own discrimination, he generally will send
it down to the account executive or out to the client with
a note on it. Incidentally, it is rarely true that a mer-
chandising plan will change a client's plan, because when
you come down to it, except in very few instances, we are
not in the business of buying merchandising; we are in
the business of buying circulation. Merchandising is really
an appendage rather than the basic effort, and therefore
should not be the basis for our day-by-day buying. If we
wanted to buy merchandising, we would be buying some-
thing entirely different.
Q. Lew, what makes a time salesman really tick?
A. (From Lew Avery) Probably what makes him tick
most is that he is that type of aggressive indivdual who
derives a real pleasure from the consummation of a sale.
I think it is somewhat the same characteristic that a
fighter pilot possesses, judging by a report I recently read
on psychological tests on a most successful fighter pilot.
Q. What do you consider reasonable separation between
competing accounts; also, would you rather do business
over the phone or in person?
A. (From Ruth Jones) The answer to the last one is
that depends on the salesman.
The question about the separation between competitive
accounts, that is an impossible one for me to answer, par-
ticularly when you stop to consider the way Procter &
Gamble buys time and splits up their shows, and may
have a similar copy approach right in the same show.
I would say what we try to do, on buying spots, is to
stay about an hour apart from any competitive product.
But, if you are buying participating spots and have a local
personality, he should never sell any products that are
competitive. Insofar as spots between programs, if you can
get a better spot by being a half hour away from a
competitor, you might just as well go and buy it. * * *
Seminar
8.
HOW NETWORKS WORK AND HOW TO BUY
Speakers: John Karol. vice president in charge of network
sales, CBS; Jim Luce, head timebuyer, J. Walter Thomp-
son. Moderator was Thomas McDermott, v. p., radio-tv,
N. W. Ayer. Historical background from McDermott follows:
HISTORICAL BACKGROUND
TOM McDERMOTT: Broadcasting, as we know it, is com-
monly conceded to have started in 1920 when the first
pre-scheduled broadcast took place on November 2. That
was an election-return broadcast. Obviously it was a sus-
firrr's been mighty uppity tinee h<- u<>t the job.
11 JULY 1955
255
TIMEBUYING
BASICS
tainer. But good old American free enterprise soon started
to work and not quite two years later on 28 August 1922
the first sponsored broadcast took place. The advertiser
was the Queensborough Corp. and the particular air at
the time belonged to WEAF, then owned by AT&T.
One more significant date was 4 December 1923. Now,
despite rumor to the contrary, this is not exactly the date
when Frank Silvernail (BBDO) began to buy time. That
occurred about four or five days later. But on 4 December
1923, the first national advertiser used the airways. The
advertiser was National Carbon Co., again on WEAF.
These were examples of spot radio which is how broad-
casting began. But again free enterprise started to work
and in a very short time a very important change had
taken place. Advertisers who were then on the air, al-
though few in number, began to feel its effect and began
to seek a wider circle of listeners.
The AT&T, too, had a stake in this new medium, be-
cause they had a network of wire stretching out all across
the country and obviously they were able to accommodate
more messages on those wires.
The solution was obvious and on February 22, 1924, just
a couple of months later, the first network broadcast
occurred, and it was our old friend, the National Carbon
Co. with the Everready Hour.
Thus network broadcasting started, and now to cover
how networks work, here is John Karol.
HOW NETWORKS WORK
JOHN KAROL: Network radio grew out
of a combination of stations, originally
by the National Broadcasting Co. Of
course the networks don't own all the
stations. They are limited by FCC
ruling to ownership of no more than
seven stations in radio. They can also
own seven in the case of television, five
vhf and two additional uhf.
As you know the networks are mainly
joined together in the case of radio (and I will refer to
radio very specifically for the moment) by telephone lines
and the stations are affiliated with networks by contracts.
The rate of payment between the networks and the indi-
vidual stations varies.
There is a separation, as you know, today between radio
and television, at least in our network, and I think it is
true elsewhere, because we look on them as separate and
distinct media. I am sure all of you know that the radio
audience — and now the television audience too — has prob-
ably been measured more than any other advertising
medium since its very inception. Advertisers were not
satisfied to know the gross dimensions of radio; that is, not
satisfied with just how many homes were equipped with
radio but they wanted to know how many were listening
at the particular time the program was on over the par-
ticular combination of stations that the advertiser might
be using, and even more specifically how many could
identify the sponsor.
So radio has been a very well and much-measured
medium. I don't know how much longer we can stand, of
course, for the kind of inadequate measures that we have
been getting in radio. Unfortunately, in the early days
of radio, I think, we were blessed with the same kind of
exaggerated measurements that television seems to be
getting today.
I don't want to get competitive, but, actually, the fact
remains that in the case of radio now we are being short-
changed considerably. We are getting the measurement
primarily, of the living room set although we are now
getting some indication of listening in car radios. But
how long it will be before we can measure listening to
such radio sets as the little transistor set that you can
carry in your pocket — and other portable sets — I really
PAGE 23 can't say.
I am sure that you timebuyers and media people are
already aware of some of these problems. Someone once
said that sometimes things go from bad to worse and then
they come back to bad again. That might be what hap-
pended to us. Someone commented on the fact that net-
work radio grew out of spot radio, and now we find that
spot radio is in the ascendency again, and we have to
adapt ourselves to these changing conditions. This may be
difficult but certainly not impossible since many other busi-
nesses have had to do the same and sometimes came out
of the adjustment stronger than before. It is in this
process of adaptation that we become stronger, and if we
are going to survive, we have got to adapt. (Later in the
seminar Mr. Karol discusses network sales.)
HOW NETWORKS ARE BOUGHT
JIM LUCE: This short talk can't cover
all the ramifications of anything as im-
portant as purchasing a network pro-
gram. Actually, of course, many of the
advertising considerations used in the
purchase of spot apply also in network.
The research tools are about the same
and the major difference is in the
method of application. However, before
considering these, I would like to dis-
cuss the timebuyer's responsibility in relation to network
because I feel a person new in the field of timebuying
might feel that his only function is to follow through on
all of the detail involved after a purchase has been made.
Moreover, many timebuyers are apt to feel that when a
network decision is pending they are almost completely
cut out and can do nothing constructive because no one
is going to ask their opinion.
I think it fair to say that the purchase of network im-
mediately involves more action on the part of both agency
and advertiser management than is true in spot. This does
not mean that these managements are not extremely
active when a decision is made to allocate budgets for
spot but once this has been done they count on the time-
buyer very heavily to make the actual buys. Since both
the allocation of the budget and the actual purchase is
almost simultaneous in the case of network, management
might seem more concerned over network. Also, in net-
work the advertising is going to receive much more pub-
licity than national spot decisions in individual markets
and will immediately be compared with the performance
of other network advertisers. It will be measured by net-
work program rating services and these ratings will be
published in broadcast and advertising trade papers much
more so than anything done on a spot basis.
Within these agencies, television and radio directors and
their script writers, producers, directors, etc., may come
into play if the program is agency produced and there
will be many meetings on this which a timebuyer need
not really attend. Another fact of life that the timebuyer
has to learn is that if the advertiser involved is a very
large one with other network programs being broadcast,
this advertiser might be able to obtain a piece of time not
believed available. The appropriation in the case of tele-
vision will probably be anywhere from two to five million
dollars and it is only right that the agency put only their
most influential people into the negotiation and I don't
think any timebuyers have to apologize for the fact that
we recognize that the head of a radio and television de-
partment or an account representative with many years
of experience might have an ability to negotiate with
more authority and perhaps at a higher level than the
timebuyer.
What then can the timebuyer do in the case of net-
work? I think I can best recite an actual example which
occurred recently. We had an advertiser using television
announcements in a number of markets and they had
indicated interest in network if and when the right vehicle
became available. One of our timebuyers who does a good
The South-Problem or
15 \ John IVj>|M'i- anil lt<»rt I i i^iison
V-^
1
*£ MSm
Does il actuall) <<>-t you mure tu uct
-.ill-- ill the South? Is it realb a diffi-
cult area for your sales organization?
Then- i- it possible thai you ma] have
been missing the ke] to tin- whole
problem?
There"- good reason for sa\ ing the
South is different YouTl see it in the
ua\ people walk along the street. The
ua\ thej catch a bus, talk things over
during a coffee break, gel a day's work
done in the office. The «a\ the] offer
to serve you in the stoic-. \nd: the
way they buy.
Decisive element: \H the things
people live with in a place will make
it different — things like weather, in-
come, density of population, qualit] of
leadership, a changing economy.
Rut there's one important factor — -
perhaps the most important of all to
men who think of the South in terms
of sales which until just recentl] has
been overlooked. This factor is the
size and power of the !\egro market.
1 "ii take a market the size of Mem-
phis, for instance. The Memphis area
is forty percent Negro. Not mam
people stopped to think of that when
they got read] to break into the Mem-
phi- market.
This group had never been directl]
reached until our radio station WDI \
became the fir.-t to program exclusivel]
for them. It wasn't long before we
were impelled to rail this market the
"Golden Market. ' Here is why this de-
Bcription is more true than ever right
now .
In the in -t |ila. r. there are in the
\\DI\ coverage area 1.2.S0.721 Ne
groes. I hat i- more than there are in
Chicago, />///n I.o- Vngeles, plus Cleve-
l.iinl. In thi- one area are < on. -nitrated
alnio-t ten percent of the entire V<
population of the I nited States!
Second, thi- "Golden Market" i- ab-
Solutel] dominated b] \\ Dl \. \\ Dl \
i- tlie onlj 50,000-watl radio station in
Memphis, the area"- hub and metrop-
olis. It jumped to 50,000 from 250
Watts in JUSI one mo\ e.
\\ Dl \ i- regarded by the Negro lis-
teners as their own station. \- In as
moat of them are concerned it'- the
only station. It uses onl\ Negro \oi< .•-
and Negro music. You turn the dial
jn-t once — and you'll know when you've
got WDIA. It has a language and a
Savor these listeners know, enjoj and
respond to. They take pride in it.
Still another result of this devotion is
that WDIA has shot straight to the top
of both Hooper and Pulse ratings dav
and night. And it has stayed there t\\e
straight years. For these listeners -ta\
put.
The,, spend 80%: And there's still
another consideration that counts hea\ i-
l] for WDI \. That's the fact that when
you present your sales message to these
people, you're singling oul a -roup that
b] actual record spends eight] percent
of their income. \nd lhe\ 'II earn a ipiai -
ter billion dollars in L955.
Look at that 10 percent of the Mem-
phis trade area. That 40 pen cut bu\-
more than you'd think it would. It
buys ">(>.!! percent of the -alt. W.6 per-
cent ol the women- dresses. 53.4 per-
cent of the hosiery. 00 percent of the
deodorants. 64.8 percent of the t1
Nor i- this low-income buying,
either: these folks buy national brands
and qualit] items like other folk- onlj
more of them. They have special rea-
sons for doing this na\. Habil and
the ' in umataru ea from which I
- I he •
of then social activities it home
example, and therefore buying all the
i omforts the] can foi the i I
• omparativel] large size ol thi i fami-
lies, and thm .lib , tion for them. I he
willingness to enjo] and make the most
ol the present, m hen the Future ma] be
problematii al. I hese are Bome "f them.
Bei an-.- we ve had the • ustomei - and
the medium, we've been able to see the
healths db . t- ,,f \\ Dl V- in |
lot ol advertisers. \\ e've got srn
stoi ies aplent] .it \\ Dl \. m< luding
those ol
Colgate Dental (renin, f><><f<;<*
lii(oinooif<>.v. I ttlue r's € 'offe<*.
Ftvtvhvr's Cmttmrtm, mm i «>/»i
Remedy. Carter's little liver
I'Uls. Cmmtimemtmi Trmttufmut,
Cheer.
I hat - a few of them there are main
more.
I>ut the important thing i- t" give
you a clear idea of what results this
combination of market, medium and
approai h i an deliver, for the part* -
ular products that interest you a
\\ e believe w c i ail do that.
Ml that's Decessax] i- foi j on to drop
u- a note hen- at WDM OH J our lettei -
head, indicating the kind "I" prodi* t
J "ii \e got in mind. I .< a\ e it up !
to gel the proof of performance into
\ "iir hand- promptl] . I bei - -
first i ate la. tual data on bow W Dl \ -
powerful advantages can turn your
problem- into profits. It's yours il * "U
want it.
\\ Dl \ i- represented nationally 1>\
the John I . Pearson ( ompany.
IohxTeppbr,
■ 1 1
BERT tH -H"
HiRet/n II -vmtreial Managrr
11 JULY 1955
257
TIMEBUYING
BASICS
job in keeping abreast of network changes and maintain-
ing contact with network sales personnel learned that a
certain program might open up. This information was
transmitted to the television director and the account
representative along with some good reasons and some
fairly simple research that did not take much time to pull
together as to why this might be what we needed.
When the client presentation was ready, it was delivered
to the timebuyer to check and several very good points
were added at the timebuyer's suggestion. Most of these
suggestions I think anyone here might have made, but
at a moment like that account representatives are apt to
be pretty nervous and accept any suggestions with welcome
arms.
The purchase of both radio and television networks
today is just about as interesting as at any time in broad-
cast history. In the case of television two networks are
still in an extremely dominant position and the ability to
negotiate time and decide which of the sales formats
available to use is most important. For example, what
about alternate vs. regular-week sponsorship; a participa-
tion in a network program vs. full sponsorship; day vs.
evening. The interpretation of these new sales formats
to the advertising problem involved certainly offers a
timebuyer a great opportunity in analyzing any network
purchase being considered. In addition, the timebuyer
can interpret such important things as discounts on one
network vs. another if that network is already being used;
possibility of station clearance; desirability of present sta-
tion line-ups and what improvements might be made;
interpretation of research services available as regards
such things as audience composition, history of other pro-
grams in the time, what the competition is doing. Actually,
few people within the agency are in as desirable a spot
as the timebuyer to answer many of the questions which
inevitably arise during a network purchase. The thing
he must guard against is < 1 ) feeling that the entire nego-
tiation should be handled by himself alone and (2) acting
hurt because he personally didn't make the phone call to
the network sales executives.
John Karol, in a speech some time back, made a state-
ment to the effect that radio network is now out of agency-
advertiser-program departments and into where it be-
longed, namely, the media department. To an extent this
is true in that the limelight of publicity now is more apt
to fall on the Dragnet's, the Lucy's, and the spectaculars
rather than the fact that Amos 'n Andy is on network
radio five nights a week. Many times today network radio
costs are very similar to spot radio budgets and I often-
times think that as timebuyers we are too slow to reevalu-
ate one in light of what could be done in the other. Of
course, this is a two-way street and a network radio user
should always be alert to what might be done for the
same amount of money in spot. I am not making a plea
for either but only saying that the timebuyer should peri-
odically make such a review. Actually, it is his responsi-
bility to do so but in the hustle-bustle of every day it is
one of those easy things to put off doing. If it is done, I
can assure you that a head timebuyer or account group
will be very glad to have it done and I am sure will com-
mend you for seeing that it is done.
As we all know, timebuyers are apt to spend more hours
seeing and talking with individual stations and their rep-
resentatives than with network sales personnel. And some-
times when a spot budget is put into network either par-
tially or entirely the buyer feels he has personally let
down his friends. This is an attitude to shed just as
quickly as possible. We must all strive to be advertising
people but I can still remember one of the first meetings
I was in when a decision was made to cancel radio and
put the budget into newspapers. As I recall, there were
excellent reasons why this should be done but at the
time I felt I would never be able to show my face again.
TOM McDERMOTT. In preparing this topic, the speakere
PAGE 24 felt that the sales patterns of television were fairly well
known to most of us, and they also felt at the same time
that radio has such a different face for most of us that
they wanted to discuss in some detail not the past of net-
work radio but what network radio is now and what it is
going to be, and John Karol is going to do just that.
JOHN KAROL: The observations of Jim Luce, I think, are
particularly pertinent. It is true that in the early days
of network radio, it was so often the front office that was
important — the wife of the president became an important
person in deciding what kind of program would be used,
and the one-man survey was really in the forefront in
the early days of network radio. So often the president of
the agency would deal directly with the head of the client
organization in deciding on network radio, and to that
extent the timebuyer was left out of the picture, excepting
in so far as he had to pick up the pieces and send out the
order and make sure that the contract was correct.
Now network radio has perhaps fallen from grace or
fashion and been replaced in that rather unique glamor
role by another medium, television, and when we go into
the average advertising agency the first talk is about tele-
vision and not about radio. I would say that I think net-
work radio has returned to the media department. This
Is fortunate from our standpoint, because network radio —
radio generally I think — is one of the few media to adapt
itself to its audience; that is to say, we have reduced our
costs to conform with the audiences delivered, and very
few advertising media can make that statement.
There are many cases, as you well know, when maga-
zines would increase rates simply due to the increased
cost of operation. Radio did try to adapt itself, and is
still doing so, as you well know. The rate card today
doesn't look anything like it did 10 years ago. Daytime
rates are holding up well, but nighttime rates are down.
I say we are glad to be back in the media departments
because we feel on a straight cost comparison of radio
with other advertising media, that radio still shows very
favorable odds. I think that is important for you to ob-
serve, because I believe the same pattern will eventually
take place with all other advertising media. Sooner or
later they will have to turn to the media experts. Sooner
or later media have to be analyzed. Sooner or later the
glamor begins to wear off and the advertiser says, "How
much does it cost and how does it compare with other
ways in which I might spend my money."
Naturally we feel that radio as an advertising medium
is going to play a very important role in the expanding
U. S. economy and we think radio is very much here to
stay. A couple of agencies have recently viewed network
radio as an advertising medium as if it was just discovered
today. There are 111 million different places where radio
can be heard and this makes it a great advertising me-
dium. But you can't view radio this way alone because it
does have a past.
I think it is worth pointing out again that radio has at-
tempted to adjust its costs to its changing audiences. For
example, in 1948 when nighttime network radio was very
fashionable and everybody wanted it, the average evening
half-hour program cost about $19,000, time and talent,
and delivered in the neighborhood of 4,800,000 homes —
with three minutes of commercial. This, according to
Nielsen Radio Index.
Today it is true that the audiences have gone down,
but costs have also gone down. The audience has gone
down from an average of around 4,800,000 to about 2,500,-
000 homes for the average half-hour program. The costs
have gone down in proportion.
We are changing our nighttime program structure based
on what we have learned from our past. One of those
things we see is that daytime radio is still very successful
with the five-time-a-week pattern, Monday through Fri-
day. The programs are just about the same now as they
■» w
^■Vk.^i..'/
Facts and Figures on WIBW-TV's Market
That You Won't Find Elsewhere!*
jffi Consumer spendable income- $2.8 billion. CSI per household |5,726 rotal
retail sales — $1.85 billion. T,^^ TV homes- 149,358. Retail sales pei house hold —
$3,755. Food sales — $376 million. f^fg Drug sales ^7,| million. Gen. mer. n_'77
million. C^> ^ Eat & drink — SI 15 million. Apparel store sales — $94 million. Home
linn, sales— $88 million, jm Filling station salts — $120 million. Automotive store sales
— $364 million. Building material, hdwe. sales — S154 million. J£*j^ Gross hum in-
come— $385 million. Cross income per hum — $7,192. ^" Farm Livestock income —
$238 million. Crops income — $123 million. Total Farms- 53,605.
WIBW-TV IS thi: ViUA I HIRED station for
NEWS -SPORTS -WEATHER- FARM SERVICE!
News, Sports, Weather, Faun service — the
TopekAREA Audience prefers to view them on
WIBW- 1 \ ' This was proved b) the Whan I V
Stud) of the TopekAREA — a personalized depth
study oi the viewing habits ol this region, made
during fan.-Feb. 1955 1>\ F. L. Whan ol Kansas
State College. A her copy ol this valuable surve)
with all Luts and figures is waiting foi you. Call
youi (.a|>|u i man oi lnpi ka.
rhroughout the small towns and farms thai i
up Topek \RI V, WIBW rv is the first viei
choice! (Whan Study) We now delivei 156,1
homes . - saturation . . . in a $1, 100,000,000
market.
'Consumer Markets —
a i ... i'\. lading u rl>:n
CBS
DU MONT
ABC
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV In Topeko
KCKN in Kansas City
Th« Kansas View Fbmt
11 JULY 1955
259
TIMEBUYING
BASICS
were 10 or 15 years ago and daytime radio has held up
very well.
If we program our nighttime like the daytime, we think
it will make it easier for the listener to tune in radio.
Take the Amos 'n Andy Music Hall program, Monday
through Friday, for example. If an advertiser right now
comes in and buys five periods of that throughout the
week, he can buy that for $15,000, and during a single
week he reaches over five million different homes com-
pared with the four million for $19,000 that I spoke of in
1948. And he gets five minutes of commercial. Because
he reaches some of those homes more than once because
the program is on five times a week, during the course of
the week the advertiser makes impressions in over 9 mil-
lion homes. In other words more homes reached with
more commercial time for less money now than in 1948.
That is just one little example of what I am talking
about, and I use it only to illustrate the point which I
am trying to make — that you have to analyze, you have
got to study all the values that are available today.
We are just beginning to do that in some media. I
think we can learn a lot from studying the past, present
and particularly the future of this medium, network radio.
QUESTIONS AND ANSWERS
Q. What gives a network tv program more impact than
a tv announcement? Was this your client alone who felt
this way? (Asked of Jim Luce)
A. 'From Jim Luce) We have yards of comparisons back
in the office on network vs. spot. It actually is a question
of weights. By the time you compare network and spot,
almost all the advantages are on the side of spot. It is
more flexible. You can place shorter-term contracts. I
think a lot of it depends on the weights given, and one of
the important weights in network is this thing which we
might call prestige and importance. In the particular in-
stance I was thinking of, it was felt quite important that
the prestige factor, the merchandising value of a program,
the greater ability to work within the commercial format
within the allotted period of three minutes or six minutes
depending upon the amount of network time — did out-
weigh the value of the spot announcements that we were
using. The announcements, we felt, had done a splendid
job, but in this case the program — there is no doubt
about it — does have an impact which you just don't get
with announcements. Not that they haven't done a superb
job and will continue to do so, but they are not as identi-
fied. Sometimes the importance of that can depend on
the advertiser and the job to be done.
TOM McDERMOTT: Do you have anything to add, John,
on the comparison between network and spot?
JOHN KAROL: Network radio has changed a great deal
so that now there are more opportunities for timebuyers
to use network radio. It is now possible to make a net-
work operation closely parallel a spot operation. In short,
here again is the challenge to examine the availabilities.
Q. How best can radio change the buying of time from
the basis of listenership to the basis of circulation? In
other words, instead of selling quarter-hour ratings, how
about selling weekly audiences?
A. 'From John Karol) That is one of the things that
just comes from a process of education. I think that
when we get a five-time-a-week pattern, such as I have
talked about in nighttime, and such as we have had in
daytime radio since radio networks' very inception, you
do have a different kind of audience than a daily audience.
For example, in the old days when Procter & Gamble was
among the earliest users of daytime radio, lots of people
thought they were silly to spend their money that way.
A typical network rating was 3 in the daytime but its
weekly rating was not 3. Somewhere between 3 and 15
is the true audience of the five-time a week show. Actually
its average weekly audience is about five times the daily
PAGE 25 audience in terms of different homes reached.
JIM LUCE: When you take the quarter-hour ratings and
what you pay, it looks like a silly buy. Yet there is an
impact with the identification that may be the deciding
factor in the sale. So I think it is all part of our respon-
sibility to know how to interpret these figures to the
people we work with, and not let them grasp the easiest
thing — the end figures. They want only end figures. Our
job is to find out how these figures should be interpreted.
Q. Are cost-per- 1,000 comparisons generally made be-
tween network and spot? If so, how?
A. <From Jim Luce) I think I can promise you that
cost-per- 1,000 comparisons are made between network and
spot and they are not easy to handle. I was making one
just the other day between a quarter-hour network pro-
gram and some local programs we had on for a client,
and in some markets he used announcements and in some
he used five-minute weather, in other places a quarter-
hour news program twice a week, and the cost-per- 1.000
needed quite an amount of interpretation. We tried to
bring it down to cost-per-commercial-minute, which we
felt was a move in the right direction. Of course, the
announcements won hands down on any cost-per- 1.000, as
they always do.
TOM McDERMOTT: Maybe I can add a little to it. I
think in most cases that the decision as to whether to
buy network or spot is usually made before you look at
cost-per- 1,000 figures. The decision isn't going to rest on
whether or not a schedule of spot delivers a better cost-
per- 1,000 than a network buy. Probably the best reason
for that is that there is usually no standard of compari-
son, except if you have a prearranged schedule of spots,
and have Nielsen make a special run of his cards.
Q. Could you compare an individual market and come
out with anything? Say, for instance, your cost-per-
commercial-minute on a network program in Jacksonville,
Fla., as compared with a minute spot evening time; would
you come out with anything valid in that?
A. (From Tom McDermott) I think you'd come out with
several items of information, and it depends on what you
wanted to do with them, because, again, you usually are
comparing things that you don't have the opportunity of
buying competitively. In other words, if you are looking
at the Bing Crosby show in Miami, vs. a schedule of an-
nouncements in Miami, you can get a measure of com-
parative performance there using local rating services.
Q. Would it give you any kind of an answer as far as
buying a particular station or network is concerned?
A. (From Tom McDermott) If we are buying Bing Crosby
for a motor car manufacturer and we're trying to show
the local dealer committee how smart a buy was made. I
think we would have some numbers to show them. It
depends on what we want to do with those numbers.
Q. Do you think network radio must compete more
directly with spot in order to forge ahead? What advan-
tage does network offer over spot?
A. (From John Karol) Yes, I think that network radio
and spot are more competitive in going after the same
kind of business, and yet by the same token they are
more alert because we have joined forces to sell radio as
a medium.
When you have a national program, you do have a
period of time that you can call your own. It has promo-
tion and and merchandising values. It has good-will value.
We have learned from the development of television to
adapt ourselves still further in network radio. By that I
mean this, that television has because of its high cost
made it necessary for many advertisers to share programs
or to buy what amounts to spots in network television
shows. You are familiar with the several advertisers in
the so-called spectaculars, because very few advertisers
could afford to sponsor the whole program. We are adapt-
ing the same kind of technique to radio. There are ad-
THE STEERE STATIONS
• When the Steere Stations' representative calls on yon, here
are some basic facts yon onghl to ku.m abonl these two nch
regional markets :
WMAK, Nashville 56th U.S.
city. WMAK, 5,000 watts lull
'line at 1300 kc, BOTera 1,385,000
population area with $924,427,000
total retail Bales. The Mid s,,uth-s
powerful MUSIC, NKWSand
SPOBTS Nation.
WKMI, Kalamazoo-Battlc Creek
combined met)
; population, 76th
in i'.s. The WKMI signal
1,719,000 population . .
billion retail sales.
k<\ . . . Western Mich g
powerful iii'l
/; t i overage FoI«< . . - Ba S
D
STEERE BROADCASTING CORPORATION
KALAMAZOO, MICHIGAN
s
p
0
R
T
S
*
Afe
261
11 JULY 1955
TIMEBUYING
BASICS
vertisers who share network programs. There are adver-
tisers who buy segments of programs in which you are
entitled to a minute of commercial time.
To answer your question, network radio may very well
be getting closer to a spot than it was before.
Q. How many networks can the United States really
support in radio, in television?
A. <From Tom McDermott) From my viewpoint — and
this may sound like a silly answer, but I don't mean it to
be that way — there will be as many radio and tv networks
as American advertisers find it profitable to support. We
tend to think of major networks but a lot of us buyers
are acutely aware of the fact that there is a Collegiate
Radio Network and the Keystone Network and there are
several operations of stations that are organized in net-
work fashion to deliver service and as long as advertisers
find that that kind of operation produces for them effi-
ciently those networks will remain in effect. I don't think
anybody can say there will be one network or three or
how many.
Q. What are the requirements of a station to become
basically interconnected on a network; what are the re-
quirements for other classifications?
A. (From John Karol) I suppose that means tv, but
basically it is the same thing in radio as in tv. The size of
market determines that. The radio network was set up
for covering broadly the northeastern half of the U. S..
and most basic network cities are of 100,000 population
or more.
Q. How important are regional networks, like Yankee,
Don Lee?
A. (From Jim Luce) I think it depends on the problem.
If you get an advertiser, and he is in New England only,
or he wants to use New England, I think all you can do
is compare Yankee vs. programs available on each vs. the
market that you want to cover. Maybe you just want to
cover Boston. There is no pat answer to it, but certainly
regionals have filled a very valuable need, more so in
some areas than in others, because in certain other areas
where there are regionals they are not as identifiable.
They are just combination discount, that is all they
are. I don't think they serve much purpose beyond that,
but we love them because we like to save money. If we
can save money, we may use them where appropriate. * * *
Seminar 7.
CAN YOU DO BETTER WITH SPOT?
Speakers: Kevin Sweeney, president, Radio Advertising
Bureau; Ned Midgely, media supervisor, Ted Bates. Mod-
erator was Frank Pellegrin, v. p., H-R Representatives.
WHY YOU DO BETTER WITH SPOT RADIO
KEVIN SWEENEY: Let me define the
sidelines I am going to run down. Some
of what I say that spot radio can do
probably applies to spot television, but
I am going to talk only about spot ra-
dio, and why it is better than any other
advertising media you can buy when
you are buying markets selectively.
Weather, local competition, distribu-
tion, local folkways, legislation, per-
capita income, these and a dozen other factors materially
affecting sales must also affect advertising. I hesitate to
even cite examples of why you may have to advertise
PAGE 26 selectively, except that some of us came directly from
Princeton or Stephens without ever seeing the outside
world in which the following can occur:
1. You have a grocery specialty which is a sensation
except in a market where A & P and Kroger have all the
grocery business, and the buyers of those chains are
singularly unimpressed by your claims. Result: no distri-
bution. Sometimes it is better to go around a market like
that until they, too, see the vision.
2. Your product's sales curve follows temperature. When
it is hot or cold or even wet, things happen to your product.
Well, obviously, if it is 70 degrees in one market and 10
degrees in another, there will be different sales potentials
and different advertising may be indicated.
3. In several major markets you run into entrenched
local competition — the silly jerks prefer the product their
papa bought for 80 years. Sometimes it takes time to dig
them out, depending on the bravado of the client, it may
indicate far heavier expenditures than normal or none.
Obviously, a medium with a national pattern is not
indicated there.
These are the kinds of problems where selective market-
ing is sometimes indicated, and when it is indicated you
can do the advertising job better — better than any other
medium with spot radio.
Here are the reasons why.
First of all — and in most of these cases I will eliminate
the basic advantages which I feel that radio has and con-
centrate on the selective marketing aspect of this story —
spot trades on one of radio's basic advantages when com-
pared with other selective advertising tools in that it
reaches all the people. The purchasing power now lies
with all the people, 100% of the families. With spot you
can talk to all of them because radio is the only medium
that gives you access to them. And most important when
you are weighing the major selective media, the only me-
dium that gets you out into the suburbs, the whole vast
complex of cities, small towns, and rural areas that sur-
round the great markets of America. You reach out there
easily with metropolitan radio stations with the same
force and vigor. With other selective media, your penetra-
tion, coverage or whatever you dub it falls to a half, a
third, a sixth even of what you get in the city.
Second, spot radio allows you to engineer an advertising
budget if you are going to relate it to sales, because it
provides multiple choice of facilities. In markets like
Kansas City, Oklahoma City, Toledo, Akron, and to a
lesser degree, in hundreds of other areas, there is far less
opportunity to make sales potential and advertising budget
mesh in an estimate because in other media there is such
limited access to facilities — which in English means
there is only one newspaper. Maybe you can afford to
spend only $5,000 in the market, but there is no way of
buying what you need in these markets except through
radio for less than double that amount.
Third, advertising is becoming a more exact science —
or at least we are trying. And the old shotgun technique
of advertising at the whole market is giving way to reach-
ing the right people within a market. If your product is
beer, it's men you want. They select the brand. If it is
such a product that hides skin blemishes, it is girls and
women 12 to 35. (After that they have either captured
a guy or to hell with it.)
So when you advertise in St. Louis or Dallas or Houston
or Minneapolis, it is not the concept of advertising to the
entire market. That went out with button shoes. It is the
idea of advertising to the people within the market who
will respond frequently enough to make your advertising
profitable.
Now, radio's wealth of facilities — its terrific smorgasbord
of programing — enables you to single out in each of these
markets just the group that you want, and while it would
be pretty expansive of me to say there is no waste, there is
less than in any other selective medium by far.
Fourth there is no question that in many cities it is
important to localize your message. Any type of radio
provides you with localization equal to that provided by
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11 JULY 1955
263
TIMEBUYING
BASICS
the best of other so-called purely local media — network
programs are released over local facilities. When you want
to really localize though, it is spot radio that gives you
that wealth of long-established local personalities who can
slant your product message today in a way to meet local
competition; or take advantage of local weather condi-
tions; or just use local jargon to give the product that
extra push. Most important, to give your product that
benediction that they — who come into a home 250 times
or more a year — can provide.
Fifth, one of the most important concepts in all adver-
tising is to insert your product in the right framework.
It will one day be automatic — if I may venture a prophecy
—a great deal of advertising will be run only in those
media that relate to the general field of the item, and at
those times when the product is being used or considered
for use.
Obviously, in the latter area spot radio is six feet tall
and everyone else is a pygmy. You can reach the man in
his automobile for your tire, motor oil, or gasoline message.
You can reach women in the kitchen as they are actually
preparing food or eating. You can time your message's
arrival better with spot radio than with any other medium.
I can tick off some other advantages:
The one of getting your message in just before the
woman goes to the store is a clear advantage to spot.
The one of building up the really huge circulation you
need to influence people in these days when someone
politely yawns after you announce you told half of all
Americans about the advantage of that sensational new
product Boozits. With spot you can tell half of all the
people in a city your message in 36 hours with only 20
announcements.
Another advantage is the far lower cost of spot than
comparable selective media; one-fourth and one-fifth the
cost-per- 1,000 of newspapers.
The advantage of out-selling other media, actually
bringing people into stores in greater numbers and extract-
ing more dollars from them despite great rate advantages
to the competition.
I see three significant trends — I don't know whether
they are short or long-term — that are building in national
spot. Two of them will make spot radio more productive,
one will complicate your life.
First is saturation as a standard national advertiser tool.
For a half dozen years the concept of a great many
announcements poured into a relatively short period has
been growing. During the 40 's a few advertisers would
use more than one strip of five announcements per week
but they were very few. Now that pattern is slowly being
erased, although it will always be an important one.
Now the concept of 40, 100 or even 800 announcements
per week for relatively short times is growing more and
more important and justly so, because it capitalizes on
one of radio's great advantages — the ability to reach all
the people repetitively for low cost. I think the next five
years will see dozens of advertisers using radio almost
exclusively that way.
Second, I detect a growing willingness on the part of all
national advertisers to let local personalities take liberties
with their sales messages when those liberties mean more
impact and more sales. The continuing campaign by Life
in which local radio personalities are allowed complete
freedom in selecting the features of the magazine they
wish to promote is the extreme example of this trend to
allow proven personalities absolute latitude in advertising
products to the market they have the best grip on.
Third, the increasing competition of retail advertisers to
dominate the medium is going to be a harrassing one for
people buying time.
Retailers were a negligible source of revenue for radio
up until six years ago, and it is only in the past year that
the largest retailers have become convinced that domi-
nance— saturation — is the method.
When a single retailer comes in and takes 18,000 an-
PAGE 27 nouncements annually on only five stations out of those
available in a market, and when his competitors gobble
up another 10,000 annually, the competition not only for
good times but any time is considerably sharpened for
national advertisers. Especially when these schedules are
superimposed on local advertisers and retail schedules
that have been steadily expanding for six years.
We — the Radio Advertising Bureau — are helping to com-
plicate this problem because this is the kind of problem
we enjoy, the problem of the seller's market. Since we,
like those radio stations who support us, like all money,
whatever the source, we will be happy to help you cope
with the problem this poses for the national advertiser.
THE SPOT TELEVISION STORY
NED M IDG LEY: It would be very easy
to start off by saying, "television, too,"
to everything that Kev has said about
spot radio. They are very similar in a
number of ways. In their flexibility:
The same concentration of markets
exists for television advertising that
exists for radio advertising. Spot tele-
vision is available for national adver-
tisers as a complete national campaign
or as a supplementary campaign and is available for re-
gional advertisers. It is the only method in which local
advertisers can possibly use tv.
The units of time are the same pretty generally. There
are exceptions of course. You can't buy football locally
on television due to some rules of the NCAA in recent
years. The I.D.'s in television are a new development
which radio didn't have. I think announcements in radio
were pretty well confined to one minute and to station
breaks. Then some person with fiendish glee decided when
television came along that the station should reap the
benefit of two announcements at the chain break and
invented the I.D., to get half again as much for the I.D.
as he gets for the chain break.
I like to speculate every once in a while about the five
minutes around each half-hour, especially in the evening.
The average television station will conclude, let us say,
a half-hour evening program somewhere short of five min-
utes of the hour with a closing announcement. Then they
will unravel a long line of credits for everyone who had
anything to do with the production — the producer, the
director, wardrobe mistress, hats designed by, make-up,
script writer, assistant script writer, fourth assistant script
writer, all backed with some very dull music on the
calliope or something.
After this reel is unrolled, you get your chain break an-
nouncement followed quickly by an I.D., followed quickly
by some identification of the station. It is like Times
Square in the rush hour when you stop to think about it.
I say I only speculate on it, because, after all, it is our
bread and butter, and try and buy an I.D. or a station
break on any station that is worthwhile. However, there
is congestion there, and maybe some day with increasing
competition in the field some of the log jam will be broken.
One thing that always strikes me very forcibly about
spot radio or spot television is the concentration that there
is in the United States; concentration of people, concen-
tration of buying power, retail sales, gasoline sales, drug,
food sales. Actually, in 162 markets you can hit 56.7%
of the total population of the United States. Those mar-
kets are very clearly defined geographically.
You don't have to use 162 television stations, nor 162
radio stations in each of the 162 cities, because you cannot
build a fence around radio or television signals at the
city limits. Of course, you have to admit that radio sig-
nals get out further than television signals, especially at
night on clear-channel stations, but I think that we are
underselling spot television coverage.
For the past four or five years I have marveled each
time I go through a town called Red Hook, N. Y., which
is about 86 or 87 miles from New York City, and, practi-
aren't
week ends
rial?
^onde
Along with the week end comes WWJ's
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Combining the proved sales strength of
WWJ's well established "Music Over the Week End" with NBC's
exciting new "Monitor," you can reach an audience of men and
women whose minds are on the things they want for themselves —
from frosted drinks to furniture.
Sales-minded advertisers are now using over 100 announcements
every Saturday and Sunday on WWJ when three of the station's
top disc-jockeys— Bob Maxwell, Ross Mulholland, and Shelby
Newhouse — sell to week-ending Detroiters and suburbanites while
they're relaxed and ready to listen.
Check up on special saturation discounts and plan to sell to
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11 JULY 1955
265
TIMEBUYING
BASICS
cally from the time television started, the antennas on
the houses in this place have increased and increased and
increased. I don't think in the early days of television,
at least, that anybody would claim an 87-mile coverage
for a station in New York.
The point that comes back on this particular thing is
that if you go after a concentration of markets and try to
knock off the big ones through either spot radio or spot
television, you will be surprised at how few stations you
can use to do it, because these stations reach out and
cover other markets that are included in the 162 as well.
The use of radio or television depends entirely upon
the job you have to do. There should be no great struggle
on the part of the media department in any agency to
come up with an answer to it, and a lot of times the cor-
rect answer is a combination of the two. Any of you who
have not been reading recent research on radio will do
well to review it, because it is showing an amazing vital-
ity for continued radio listening.
There are certain suggestions that I would like to make
to those who buy and to those who sell, especially for those
people who are relatively new in the business.
There is no black magic to buying or selling spot radio or
spot television. It is a business. It is sound. Common
sense prevails in the long run, and there is no sense in
tilting at windmills or slanting off at a tangent. It is a
matter-of-fact, precise business proposition. I think that
it pays to study the markets, the concentration of popula-
tions, where the food and drug sales, or whatever cate-
gories you are interested in, are most highly concentrated.
It is very important to keep posted on the stations, what
stations there are in both spot radio and spot television
that are available in each important market and the job
they are doing, through their sales promotion. Any sta-
tion that does not have a definite 52-week campaign of
sales promotion direct to advertisers and advertising agen-
cies is missing a bet.
There are many ways to keep posted. Of course, you
must follow developments through trade publications, but
the thing to do is to keep abreast of what is going on as far
as you can in every important market in the country. You
should see the station managers when they are in town.
Get first-hand reports, prejudiced as they will be. Some-
times you get two sides of the story and you can come up
with the truth.
Another thing that is rather important, especially in
television, is to keep your Standard Rate and Data Service
up to date on the supplement service, because the rates
change every time you wink an eye. You don't want to get
an estimate out to the client and find that the rates have
increased overnight.
Familiarity with network schedules is important, because
when you are buying spot time, most generally, you are
buying in relation to network programs and ratings, and a
terribly important thing to learn is to interpret program
ratings.
I don't know how to tell you to do it, frankly. There are
ratings and ratings, and ratings, and you just have to de-
pend upon your native intelligence to pick out what you
think is the correct answer. Don't be blinded by a differ-
ence of .2 per cent in a rating and throw the business to a
station that is perhaps a bit better on a single availability.
Once you have evaluated the stations and considered all
the factors of the particular job to be done, be positive
about it, say "this is the station that I want in the terri-
tory and I know the reasons in my mind why I want it."
I am afraid a lot of timebuyers today try to lay a stack
of mattresses to fall on in case somebody challenges their
selection of a station. Once you have made up your mind,
stick to it and be positive about it.
As far as the selling end of it is concerned, there are a
couple of suggestions here which I hope that you sellers
will take in the spirit in which they are given.
In calling on agencies and advertisers it is a very smart
idea to try to make an appointment in advance, to have at
least one important fact to present. Don't go in just to
PAGE 28 cover the agency, and be able to turn in a report saying
you saw Joe Zilch on such and such a day and "nothing
doing" on that account. Have something important to pre-
sent. Make your point and be brief. Recognize the pres-
sure that the buyer or the advertiser is under.
Sometimes you have to be most understanding, because
even if you do make an appointment, it is broken by the
time you get there. That is one of the occupational haz-
ards of the advertising business. Don't think that the guy
is trying to give you a run-around. If you are in a rep-
resentative firm, be sure to expose your station managers
to as many agencies and advertisers as possible on each
visit. You don't have to take people out to lunch — but it's
nice! If out-of-office presentations are made sometimes
at a luncheon, try to time them accurately so that you
meet the two p.m. curfew. After two it is an awfully short
afternoon, and it is better for you and better for the ad-
vertiser or agency person.
In the in-the-office presentation, you should call and ask
for an appointment to set up a meeting of everybody con-
cerned— account men, buyers — in the conference room.
Present your story to as large a group as possible to con-
serve time.
As far as the actual functioning on availabilities is con-
cerned, there are improvements necessary there from the
agency standpoint. I know what you are thinking, you
sellers. You say that the agencies get availabilities and
sleep on them for a week or two, and, of course, you must
expect the station to sell, to get out from under as quickly
as possible. There is a give and take there which I think
you can work out with your agency and advertiser con-
tracts. Try to push availabilities through as quickly as
possible, train your stations to reply promptly and get the
whole thing cleaned up and the confirmation out to the
agency or advertiser in the shortest possible time.
I don't know how many of you do it — I think some — but
it is always appreciated if the confirmation not only con-
firms the time but confirms the exact rate of the service
that is being bought.
In conclusion, don't flood the agency with tears if you
lose an order. You should have sold the station long be-
fore that particular order was placed. The station is not
sold when an account is coming up to buy a schedule. If
you ask the buyer to review the schedule for you for one
or two or four specific markets, he might have to do the
same thing for your competitor, and the net result is that
the whole campaign would be opened up again. The time-
buyer would have twice the work to do. And you might
end up losing a few markets that you thought were set.
Once the decision is reached, start selling for the next
order, even if it isn't in sight.
QUESTIONS AND ANSWERS
Q. Has any research been done to show if the law of
diminishing returns sets in during one of these saturation
campaigns? In other words, can you over-saturate to the
point of reaction against a product?
A. (From Kevin Sweeney) I will be honest. I haven't
the vaguest idea. There is one agency in this town, a very
large agency in the top 10 that I think knows as much
about it as anybody, and they admit they know nothing.
There's a campaign which I think most of you are fa-
miliar with, Maxwell House. You know the history of that
one. It went from about 50, I believe, announcements up
to as high as 800 and more announcements per week, and
I don't think that either General Foods or Benton &
Bowles really knows at what point saturation was reached.
I think that they have made an attempt to find out. We
have quite a lot of data based on department stores which
shows a point of diminishing returns above 400 and some
odd announcements for a specific one-time event. This is
a point at which we don't seem to get much more reaction.
But up to about 400 announcements in a two-day period
we seem to get pretty good results.
FRANK PELLEGRIN: I think the purpose of the first
11 JULY 1955
267
question, and maybe Midgley can throw in a thought on
this, is where does the point of listener objection or over-
saturation, where does the resentment set in? Ned, have
you any thought, has there been any research of that that
you know of?
NED MIDGLEY: Frankly, I don't know a thing about that.
I have never seen any research that would indicate it. I
think the best thing to do is to go from 800 to 1,000 to
1,200. When sales start dropping off, cut back.
Q. For a moderately heavy saturation radio campaign,
say, 100 announcements weekly on an average, do you feel
there should be a minimum length of the campaign for
maximum effectiveness, say, six weeks?
A. (From Kevin Sweeney) Well, I owe a debt to Lincoln.
It is one of those how-long-should-a-man's-legs-be ques-
tion. The truth is I don't know. We have been doing a
large amount of work to find out, and we have been find-
ing different patterns. We have worked in two markets
with nighttime announcements and we find different pat-
terns in people's ability to remember the announcements,
both of which are in our opinion extremely good radio an-
nouncements. We think it has something to do with the
type of products, but we don't know anything about that
yet. It is a guess, and, thank God, other media don't have
better answers than we have.
Q. In connection with the wide coverage of radio and to
a lesser extent television circulation, what kind of coverage
or circulation within a week's time do you feel is desirable?
A. (From Kevin Sweeney) We bought a saturation cam-
paign for an advertiser, and found again that the ability
of the human male and female to withstand advertising
messages is miraculous. For this particular advertiser we
evolved a scheme under which every family in this area,
which was a city of 500,000, would be reached 16 times.
Into his store the next day came the biggest mob of peo-
ple he ever had, a tremendously successful sale. And yet
only 60% of the people who were in that store had heard
about this particular sales event via their radios. * * *
Seminar
10,
PAGE 29
WHAT DOES COVERAGE COVER?
Speakers: Julie Brovm, director of media research, Comp-
ton; Ed Shurick, national director of station relations,
CBS TV. Moderator of this seminar was Vera Brennan,
head timebuyer, Scheideler, Beck & Werner, New York.
HOW TO DETERMINE COVERAGE
JULIE BROWN: There has never been
one single standard for coverage in the
broadcast industry. Actually, this is
perfectly understandable, because cover-
age, per se, is used for so many different
types of media evaluation.
Coverage can mean the intensity of a
station's signal, or it can mean the de-
gree of a station's penetration. It can
determine the extent of a media plan
by markets or by sales territories. It must be defined in
order to determine where coverage is lacking. Coverage is
needed for station evaluation and selection and, in some
instances, must be tied in with marketing strategy.
Some brands may only have distribution in a metropoli-
tan area. A station whose coverage area best fits this mar-
ket probably should be used. A brand with national dis-
tribution, however, might want to choose the larger, or
largest station in the market.
Thus, although we have only cited a few reasons, it
should be self-evident that a timebuyer must/ have good
sound coverage data for radio and television stations in
order to do an adequate job in making broadcast pur-
chases.
Coverage, as we define it, is the area in which people
can receive the signal of the station and do listen or view
the station on some kind of a regular basis. Thus, the
primary or effective coverage area of a station is the area
in which we may assume that most people can and do hear
or see the station.
If we wanted to be able to develop sound coverage areas
for all radio and television stations, we should have an up-
to-date county by county survey showing the percent of
homes that listen to or view each station with some degree
of frequency. Unfortunately, this type of study has not
been made since 1952, when Nielsen conducted its cover-
age study and the Standard Audit Measurement, common-
ly called SAMS, was made. These studies still are valid for
the majority of the radio stations. But, unfortunately, the
pre-freeze tv stations which were on the air at that time
have almost without exception changed power, antenna
height, or channel position and therefore the 1952 data
can no longer pertain to television coverage.
The NCS and SAMS studies were a source of data
showing the percent of homes that listened to radio sta-
tions, day and night, at least once a week. These percents
cannot be used as an absolute measure of the percent of
homes which actually listen to the station on any regular
basis. Subconsciously, program popularity must have en-
tered into the respondent's mind when he listed the sta-
tions listened to regularly. Therefore, the figure derived
from the study may be inflated or deflated depending upon
whether the station carried programs that were uppermost
in the respondent's mind at the time the ballot was filled
in. These figures also cannot be used as an indication of
the share of audience of the stations in a particular coun-
ty as they do not relate to any one program but merely to
total unduplicated listening within a given period.
Many will say that television has affected radio to such
an extent in the last three years that the 1952 figures are
no longer valid. However, we believe that if the NCS and
SAMS data is used to define coverage areas rather than
to determine the actual size of the station audience, there
is no reason why the 1952 data is still not true today. The
levels of station listening may have changed in the last
three years, but the area in which people can and do listen
to the station should not have changed, all other things
being equal.
However, the 1952 data is out-of-date for stations which
have changed power and frequency, have had a change in
network affiliation or for new stations which have come on
the air in the last three years. For these stations, it is
necessary to develop coverage patterns based on an engi-
neering concept. We like to consider the 0.5 millivolt area
as the primary coverage area of a radio station. This must
be calculated according to its power, frequency, and the
ground conductivity in its service area. Many stations
have these maps available. When there is no map avail-
able, it is necessary for the agency to calculate the cover-
age area themselves.
If one of these stations has a map showing measured
field strength (popularly called "proof of performance"
maps) on the 0.5 millivolt, we prefer to use it since it
shows the actual rather than the theoretical engineering
coverage area for the station.
There are two other types of coverage data which all of
us are plagued with from time to time. These are mail
maps and miscellaneous coverage claims by the stations.
Usually these are put out by overzealous station managers
or promotion people who are trying to claim all outdoors
for their station to be able to get more business. Mail
maps, we believe, do not indicate a station's true coverage
area. On any type of mail promotion, it has always been
felt that those who write in (whether it be just a fan letter
or whether it be for a special offer) are a different type of
person than the majority of listeners and are therefore not
typical of the entire audience of the station. Further,
YOl MIGHT RUN THE 120-YAJtR HURDLES
MJV 13 % SECS.*-
II 1 T . . . YOU NEED WKZO RADIO
6-COUNTY PULSE REPORT
(ALAMAZOO-BATTLE CREEK AREA— MARCH, 1955
SHARE OF AUDIENCE MONDAY-FRIDAY
12 noon
6 p.m.
midnight
WKZO
41%
37%
35%
Station B
18
17
16
Station C
10
12
II
Station D
10
9
7
Station E
8
7
8
Others
14
18
24
Sets-ln-Use
20. 1 %
20.2%
17.5%
\0TE: Battle Creek's home county (Calhoun) was included
n this Pulse sampling, and provided ,i0ro oi all interviews. The
uher five counties: Allegan, Barry, Kalamazoo, St. Joseph and
Van Buren.
>*■'"-%
</
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WJEF — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD — PEORIA, ILLINOIS
TO SET RECORDS
IN WESTERN MICHIGAN!
The smart way to hurdle the competition in Western
Michigan is to use the 5000-watt voice of WKZO — CBS
radio in Kalamazoo.
Nielsen figures show that WKZO gets 177.7'. more aver-
age daily daytime families than Station B. Pulse figures,
left, credit WKZO with more than TWICE AS M \!\Y listen-
ers as Station B, day and night !
Your Avery-Knodel man will be glad to give you full
details.
mzo
CBS RADIO FOR KALAMAZOO
AND GREATER WESTERN MICHIGAN
Avery-Knodel, Inc., Exclusive National Representatives
*Richard Attlesey set this world's record in Fresno, California, in May, 1950.
TIMEBUYING
BASICS
mail offers are influenced too much by the personality
making the offer, the type of offer, and the time that the
offer was made. We have seen mail maps that claim cover-
age from such distant areas that only freak signals could
possibly have been received by those writing in. Others
show coverage in areas where local rating services do not
show any listening. For all of these reasons, we do not
t( lieve that a mail map is any indication of a station's
coverage area. (This holds true, of course, for television,
as well as radio.)
These days it seems that every station is coverage con-
scious. We believe the majority of them are honest in their
coverage claims, but it is absolutely necessary for them to
document them very carefully before we can accept them.
If it is an engineering map, the basis of the measurement
should be labeled. If it is not an engineering map, then the
basis of the station claims should be stated. We have seen
maps that were based on interviews by the station mana-
ger with friends in towns possibly 100 miles distant which
could not conceivably be within the primary coverage area
of the station. These are the kind of coverage claims we
must be very leary about. On the other hand, other cov-
erage maps are shown to us by station men which are
based on a combination of engineering, proof of perform-
ance, and local rating services. These, when well docu-
mented, can certainly be used for station coverage since
they show the area in which people can listen to the sta-
tion and in which there is good evidence that people do
listen to the station. (Again, these comments apply equal-
ly well to television as radio.)
There is absolutely no television data today which shows
county-by-county the percent of homes that can and do
view television stations. Some of the networks have this
data in one form or another for their own affiliates but
cannot or will not supply it to agencies and advertisers for
individual stations (mainly, we understand, for political
reasons). The networks will, however, show us the total
coverage area for a specific station lineup, but this does
net help us in determining the coverage of any one station
(either on a spot or network basis) nor does it tell us how
much duplication exists between stations on the lineup.
Advertisers are spending vast sums of money today in
television, but the broadcasting industry is reluctant to
support a survey which will show these advertisers what
kind of coverage they are getting. We believe that the
burden of proof is on the networks and the stations and
that they should supply the advertisers and agencies with
good sound television coverage data. When NCS and
SAMS were conducted in 1952, it was believed that they or
some other similar survey would be conducted again in a
couple of years so that tv coverage data could be kept up
to date. However, except for the private study done by
Nielsen for CBS in the fall of 1953, we know of no other
nationwide survey that has been conducted. We hope that,
before too long, the networks will bury the hatchet and
get together in sponsoring a national television coverage
study.
In the absence of any available method for determining
the "can and do" area for all television stations, we must
rely on an engineering concept to define a television sta-
tion's primary coverage area. The one that we believe is
the best measurement is the FCC definition of Grade B
area. This is an engineering concept of signal strength
and is defined by the FCC as the area in which an ac-
ceptable signal is available to the average home in 50%
of the area 90% of the time. This can be determined ac-
cording to formula, given the effective radiated power, an-
tenna height above average terrain, and channel number.
In many cases, these maps <for current operating condi-
tions) were filed with the FCC at the time the application
for the station was made. In other instances, however, a
station is now on a higher power, has changed its trans-
mitter location, or is using a different height tower than
that filed with the original application. If no map is avail-
able under these circumstances, we have found the Head-
ley-Reed slide rule invaluable. This slide rule translates
PAGE 30 the engineering formula based on power, antenna height,
and channel number into the FCC definition of Grade B
service area, so that it is possible to determine the Grade
B service area of the station. The coverage area, so deter-
mined, has to be a circle. Topography, of course, has a
great deal to do with a station's coverage area, but it is
impossible for the layman to translate the Headley-Reed
slide rule circle to a topographical map.
This can be done by the station engineers and in many
cases, where topography plays an important part in the
station's coverage area, stations actually have made mea-
sured field strength maps <or proof of performance maps)
which show the Grade B service area for the station and
take into account peculiar problems of terrain, adjacent
channel and co-channel interference, etc. These are the
most accurate tv coverage maps available to us today.
We do have several "do view" sources available to us
which enable us to define more accurately a station's cov-
erage area. These include the local rating surveys such as
ARB, Hooper, Pulse, and Videodex, and also the ARB and
Videodex uhf studies. Since the rating surveys show the
percent of homes who actually view stations and the uhf
studies show the percent of homes that are able to receive
stations and the percent that view most, all of this data
should be considered in developing coverage areas for a
station. Once information from local rating and uhf
studies are combined with engineering maps, we have a
"can and do" definition of a station's coverage area. (Un-
fortunately, these surveys have usually been conducted in
major television markets where no real coverage prob-
lems exist or else, on a limited scale, in problem areas
where the local data cannot be used anywhere except
where the survey was made.)
Television stations are making as many and possibly
more exaggerated coverage claims than radio stations and
certainly are pressuring agency timebuyers to a much
greater extent. Thus, as in radio, it is necessary to weed
out the promotional color from station claims before we
can get anywhere near a sound definition of a station's
coverage area. However, all stations' stories should be
listened to. Many times they have data not available any-
where else (such as independent surveys and information
from local television service men > . These are certainly
important and should be considered in deciding coverage.
HOW A NETWORK CHECKS COVERAGE
ED SHURICK: I want to divide my por-
tion of today's discussion into three
parts. The first part is what techniques
are employed by CBS TV. Part two.
how is such information applied. And
three, what are the needs for coverage
information.
First, what are the techniques em-
ployed by CBS TV.
Engineering-computed contours. En-
gineers have a somewhat involved definition. CBS TV in-
cludes within the service area of .each station all of the
homes to which the station delivers a signal having the
minimum required field intensity.
Sometimes, this is where we are at odds with our affili-
ates. One might consider our standards as being some-
what exacting. We require for Channels 2 to 6 that the
station have a signal of at least 40 dbw minimum intensity.
For Channels 7 through 13. the minimum standard is 50
dbw. Above 13. at least 64 dbw.
Now, this is what our engineers consider will result in
day-in and day-out dependable service. Of course, an im-
portant reservation cannot help but be the terrain cf the
area. As you can appreciate, with a transmitter located on
one side of a mountain, you cannot draw a circle indicat-
ing effective service on the other side. This, therefore,
brings us to the second type of criteria <of seven types)
used at CBS TV in the determination of coverage. This is
an actual measured engineering contour.
IUWA I ^™^^^^
Almanac
CROSS SECTION OF THE IOWA AUDIENCE
When they bought their first television set almost six year ago, their program
source was WOI Television. Through the years they have found that WOI-T\
programming kindles their interest, maintains their loyalty.
Multiply their story by the 315,600 television families in the WOI-TV area, and
you'll see why WOI Television is the key station in Central Iowa.
WOI-TV
AMES-DES MOINES
IOWA STATE COLLEGE
ABC FOR CENTRAL IOWA
REPRESENTED BY WEEDTELEVISION
TIMEBUYING
BASICS
It is all right to sit down with a slide rule and deter-
mine theoretically where a station covers, but we also
should know what homes the station actually does cover.
In most cases the station, if they can afford $4,000 or
$5,000 for this, will commission a licensed engineer to make
an on-the-scene, measured contour map of its coverage.
The engineer measures along radiants from the trans-
mitting point, the strength of the station's signal.
Such a measurement is very important. It is important
because in many wide open areas like, let us say, Oklahoma
and Kansas, the "computed" contour can short-change a
station. But when one gets into an area like the New
England states, it might be found that a station which
considers that it covers the entire market does not get
down into the valleys where population of important cities
is concentrated. So we are always anxious to see this
kind of information.
Now, for the third source of coverage data. The A. C.
Nielsen set count and "circulation" studies. I would like
to repeat that the first study was made in May 1952, at
which time it was a network cooperative effort. The
personal interview- type approach was used, and the survey
encompassed a nationwide sample of 100,000 homes. It
not only determined by counties and county- clusters how
many homes owned television sets, but at the same time
found out how many families viewed a given television
station at least once a week.
In 1953 (May 1953) CBS TV went to the expense of
up-dating the set ownership portion of the survey. This
was accomplished through mathematical growth curves,
indicating growth of set ownership, county-by-county. A
book was published on the estimates. CBS TV tried to get
the industry together again in 1953 for the purpose of
making another national study. This was found to be
impossible. Therefore, CBS TV went to the expense itself
of undertaking a set count study, cotsing some $75,000.
This study up-dated the figures as of November 1953.
At the same time we obtained some additional data that
has been somewhat on the Q.T. In the questionnaire that
Nielsen sent out at the time was a question: "Which
channels can you receive?"
Prom that, after a great deal of experimentation, we
were able to convert the station reception data into
"circulation." This was a very complicated process, and
a great deal of time went into it. But we do have this
exclusive information and daily use is made of it.
Now, the fourth type of coverage data is that of mail
response. I have the same lack of appreciation for this
type of information as evidenced by Julie. It is interesting
to see it. It is interesting to learn that somebody out one
hundred miles from the transmitter point can pick up a
given station, but it can be very misleading information.
We want to know about the hundreds of people living
around the correspondent who did not write. We would
like to know what kind of reception they are getting. The
chances are that since the station didn't hear from them,
there is not only reason to believe that maybe the people
are different from those who did write, but quite possibly
such people cannot and did not pick up the particular
station.
Another example of coverage information is the tele-
vision dealer comments on installations. We have used this
approach to good success at CBS TV. Our engineering
people will call individual television set dealers in a given
market and ask what kind of problems they have run into
in trying to install sets in the particular area.
Next are the ARB uhf studies. We use them primarily in
regard to the problems peculiar to uhf. The studies consist
of 1,000 telephone calls selected at random from the
published phone book for the particular area. Such an
approach has its limitations, but it does give us an indica-
tion as to how conversions are progressing.
Now, the seventh type of coverage data we use is "on the
spot" inspection of a given station's reception. Most of
us in station relations (and in engineering) from time to
time have made door-to-door surveys in various cities to
PAGE 31 see how the station under consideration is doing reception-
wise. We are subjected to the same promotional approach
by affiliates that the agencies face — maybe even more so.
On various occasions we have received photographs of
the wonderful reception of a station. At first, I took the
pictures at face value. But when one takes a photograph
off the tube, the image looks fine for it moves slowly. But
"snow" moves about so swiftly that it can't be photo-
graphed. Therefore, the picture you see is the object
minus the snow.
The second part of this discussion is — how such in-
formation is actually applied by CBS Television. In the
first place we do utilize the findings in a composite picture
of our CBS Television facilities in terms of the network
as a whole. We find that today television per se represents
potentially about 94% of all the United States homes.
I will underline "potentially." We don't necessarily reach
them because not all own television sets — and of the 94%
of total U.S., 98.6% of the homes are potentially within
the reach of the television signal of a CBS Television
affiliated station.
We also use our coverage data to determine coverage for
a specific program's lineup of stations. If Julie wanted a
coverage map of her particular lineup for a Procter &
Gamble program, we could and would produce such a
map. We do not indicate areas of station overlap, but
■provided is a composite map showing coverage for the
country as a whole. Today we have something which is a
little bit unusual as far as television coverage maps are
concerned. Two levels of coverage are indicated: "intense"
coverage and "secondary" coverage.
Another use for coverage information is very, very im-
portant today — certainly to use as a network. This con-
cerns the coverage of individual stations. And here is
something we keep under lock and key for what I hope are
obvious reasons.
We have had in operation now for over a year a CBS TV
Affiiliation Plans Committee. It is made up of representa-
tives of engineering, research, sales and the station re-
lations department. Each request for an affiliation or a
rate increase must be passed upon by this committee.
Over the past year, this committee has processed over
200 requests for rate increases, of which close to 50%
have been denied because the stations did not come up
to certain circulation standards. I have regretted our
inability to publicize such activities for it is quite obvious
that many agencies today have the impression that all an
affiliate has to do is to ask for a rate increase and it is
automatically given.
As you are aware, certain stations, no matter how you
set up the network, cause problems of overlap. If you
specify such overlap, you have to be absolutely sure you
are right. An affiliate has a perfect right to question what
overlap is charged against his coverage and there are many
instances of such overlap discussions within the family.
The fourth way in which we use coverage data is to
develop and maintain a master blueprint for the network.
I don't know whether or not you remember the talks of
Dr. Frank Stanton and Mr. Jack Van Volkenburg before
the ANA about a year and a half ago. They discussed the
future costs of tv. The promise was made that we would
keep our costs in line. On returning from these meetings,
CBS Television went to work on blueprint plans of the
future. Our Basic Required network and our Basic
Optional stations total 100 stations. They represent 83.4%
of the total homes in the country.
Now, if an advertiser at some future date buys an hour
on these particular stations when there is 100% set
saturation, the cost will be in the neighborhood of
$112,000 an hour. These are cost projections based upon
pricing policies now in effect. Of course there are numer-
ous "holes" in the network coverage pattern that have to
be filled in by supplementary stations.
In conclusion, what are the shortcomings and the needs
for coverage information? First, it is not enough merely
to show by engineering estimates that a signal theoretically
reaches 50, 60, or even 100 miles out into an area, and
secondly, it is not enough either merely to know by mail
\\ ith innate Immodesty, \%»- call your
attention to a Fact:
Amarillo is again No. I for the nation in
retail sales per household . . . for the third
consecutive year. If this suggests that
we're worth an advertising iniestment, it's
no coincidence.
KCNC AM
KCNC TV
Amarillo, Texas
NBC Affiliate
Nat'l reps: The Karz Agency
11 JULY 1955
273
SVttpA TIMEBUYING
— BASICS
response that with ideal weather conditions Mrs. Kalabash
out here in some small outlying district can pick up the
station during unusual favorable climatic conditions exist-
ing at the time she saw the station. This is something we
are very greatly interested in, just as the agencies are.
It would be helpful to know that X number of families
tune in once, three, five and even seven times a week. We
would like to know this, too — not every two years or so —
but for every month of the year or at least on a quarterly
basis.
CBS Research recently investigated the up-to-date
cost of such a survey, on only a one-time basis. Accord-
ing to A. C. Nielsen, the cost is well over half a million
dollars. CBS TV is willing to contribute its share of that
cost, but I am afraid by the interest prevailing throughout
the industry in terms of dollar outlay, Nielsen may have
to pass the hat to make up the remainder.
QUESTIONS AND ANSWERS
Q. Which would you say is more important, a county by
county set count or a can-view and do-view count by
counties?
A. »From Julie Brown) They go almost hand in hand,
but if we have a set count county by county, we have no
idea how to cover those homes if we don't have a can-
view county by county. So I think first we would have to
know how many people there are in the counties that are
equipped to receive the signal.
Q. Even though families sending in mail are not typical,
isn't there some significant county by county correlation
of ratio to home county population?
A. <From Ed Shurick) For the lack of something else,
we can always use this kind of a relationship. From our
Nielsen reception data we applied the old NAB-type home
county formula to determine "intense" and "secondary"
coverage counties. The home county was considered as
100%, and those counties reporting 75% as good reception
as the home county were included as "intense" coverage.
Between 25% and 75%, the counties were considered as
"secondary" coverage. But remember again, it isn't only
important that we hear from people who have seen the
station's signal. Another important thing is to find out
about the others who did not write in to us. * * *
Seminar
11.
DOES MERCHANDISING SELL MERCHANDISE?
Speakers: Howard Abrahams, then manager of sales pro-
motion, visual merchandising, NRDGA, now executive staff,
Amos Parrish, Inc.; Stanley Arnold, head of sales promo-
tion division, merchandising department, Y&R. Moderator
was Mary McKenna, research director, WNEW, New York.
HOW DEPARTMENT STORES MERCHANDISE
PAGE 32
HOWARD ABRAHAMS: When stores
think of merchandising, they think of
buying merchandise and offering it for
sale. You in radio and television, on the
other hand, have an entirely different
interpretation of the word "merchan-
dising". It is what we call sales promo-
WkL. mk By sales promotion retailers mean the
use of the various types of media, radio
and television included, to produce sales. And the different
media, as you all know, includes in addition to radio and
television all the other tools of selling we use in stores.
One word of caution. A store never, or rarely thinks of
any advertising medium as the one medium which is going
to produce all the sales it needs. Rather, it is the coordi-
nation of all these things (and that word is terribly im-
portant in stores) the coordination of every medium which
you can pull together and use successfully to make sales.
For example, the store runs an ad in the newspapers. It
is logical and normal for that store to immediately take
that ad and develop the merchandise which the ad por-
trays in other ways — window display being device number
1. So if you walk past the store that evening or that
afternoon of the next day, you may have already forgotten
about the ad as a technique which brought you there; but
if you see the window, you will get the extra reminder.
Then when you get inside the store, other things in the
store, point-of-sale, will help to try to recall to your mind
the reason why you got there and thus increase the
store's sales.
What I want to do is indicate some of the promotional
devices, merchandising you would call them, which stores
use to take all the juice out of the orange, all of these
different things we use to make sales.
Stores actually divide the thinking or promotions in
terms of external and internal promotion devices.
External promotions include publications like the maga-
zines and the newspapers which stores use; shopping news
where they use them; school papers; religious papers;
directories; theatre programs; and the stuff ers you get
in your packages. It includes merchandise tags which you
see tied on to the merchandise when you get it home. It
includes the car cards which are used in the subway. It
includes the placards and the painted walls and posters,
and every other sign device possible.
Now we come to the internal store promotion:
By internal we mean the kinds of promotion which the
store uses and doesn't have to go out of the store to buy
from the newspapers or radio or tv. These include, of
course, the house organs, which practically all stores have
in one form or another, in order to communicate with their
employees. The house organs will often include blow-ups
of store ads. They will also include advance proofs of ads
and displays which the store uses.
Then we go on to other internal promotion which include
the actual window displays themselves, and that is some-
thing which the stores consider extremely important today
in their full promotion outlook. Then we get into give-
aways which stores at times will offer as gimmicks to
customers in and around the store.
Now we get on to signs, differing from the other signs I
mentioned. These are internal signs — signs on the
counters themselves. This is one point where radio and
television is usually merchandised within a store. Those
signs include bulletin boards to the store people as well.
Internal devices also include packages — and I recall a
store which did quite a bit of radio and some television
fashion shows as well. They used a device in their actual
packages, where on the underside of the box had a
message about the radio program the store was using.
Then we get down to the public address system. Many
stores are experimenting with various types of internal
P.A. systems in order to sell a message to the people in
that store. If you go up the escalators today in Altman's,
you will hear a store message. It could be a tie-in — at
present it isn't — but it could be a tie-in for a radio or
television operation which they might possibly be doing.
The elevator announcements fall in the same category.
Then we jump to the different kinds of public relations
activities within stores — the cooking schools, fashion
shows, the sewing classes, which stores do internally. The
employee contests, clubs, anniversaries, birthdays, holi-
days, stunts, and so forth, come next.
Then there are the various things which some stations
in the country offer to stores to help them with their
promotional tie-ins and to help them merchandise then-
programs : pre-announcements, courtesy announcements,
newspaper ads in which you tell the readers who is on the
air, magazine ads. Some stations run advertising columns
about the programs on the air. Some stations in the
IN NEW ENGLAND'S
j2nd MafiqMt
MARKET
PROVIDENCE, RHODE ISLAND
CHERRY & WEBB BROADCASTING COMPANY
REPRESENTED
BY BLAIR-TV
11 JULY 1955
275
\«H TIMEBUYING
BASICS
country will provide signs which they get into theatre
lobbies, hotel lobbies and other public locations. Some
stations do individual displays, prepare them for the store
to use in order to tie in to the station itself.
Another technique is "remotes" from the store. You
know what I mean by that — the technique of helping the
store in putting on a show or even commercial within the
store itself.
I only want to leave you then with one thought as a
result of all this. If you are working with retailers, don't
think that radio and television is the only one medium
which they have to use and which they should use perhaps
to the elimination of everything else. Store people think
strictly in terms of a great big promotion package, and
they try to use that package in every way they can, one
to build the other.
THE SUPER MARKET REVOLUTION
-^ STANLEY ARNOLD: For 17 of the past
20 years I have been in the super market
business. We in this country have been
going through a real retail revolution.
Up to 1937 the bulk of the U.S. food
business was done by the small retailer.
Starting in about 1937, we had the
growth of super markets; large self-
service stores, selling nationally adver-
tised brands at popular prices and with
plenty of parking. Today 50% of all the food business of
the United States is done in 5% of all of the food stores.
There are 360,000 food stores in this country, 18,000 of
them are self-service super markets. They do half of all
the food business done in the country.
The super markets are getting bigger and bigger. While
it is true that there are perhaps 40 or 44% of the counties
of the country that do not have any super markets, still
you can see what a grip the super markets do have on
the food business.
Super markets have in some cases been the outgrowth
of companies that have been in the food business for
25, 50, or 100 years, but in many cases, they are the out-
growth of the imagination and the ingenuity of old-time
single store operators, men who had great courage and
had convictions. Some of these men who used to be lucky
to do $10, $15, $20,000 a year today are doing $100,000,000
a year, and it is not too unusual a success story.
These men have built these large markets and have put
in all types of retail innovations. They have introduced
new products.
For example, you can find rattlesnake meat in many a
super market. And French-fried caterpillars.
Now if there is one thing that nobody could ever sell at
retail, that is water, but I went down to Gimbel's and
I got a can of drinking water they are selling at two cans
for a quarter. So I guess you can sell anything in food in
this country today. Actually this can is marked for use —
a frightening thought — in case of bacteriological or atomic
warfare. We hope that they don't ever have any market
for it.
In Cleveland we experimented with a little showmanship
in food retailing, which I'll tell you about. We used radio
and radio personalities to sell food and they did some job
for us. For example, last 24 May we opened a store in
Cleveland, and although the population of Cleveland and
its suburbs is 1,600,000, the opening of this unit was
witnessed by 55 million people, because this store was
opened by Arthur Godfrey. We asked Arthur Godfrey if
he would open the store and tie in a sale which we would
put on featuring all of Godfrey's merchandise from Buf-
ferin to Kleenex to National Biscuit Co. products, Good
Luck Margarine, and on and on through the sponsors.
He was willing to and did, and we had the biggest opening
we ever had in history. It was intensified by the Godfrey
PAGE 33 broadcasts and telecasts starting three and half weeks
before we opened, telling people that for the first time in
his life he was going to actually open a super market.
The highlight of the year, as far as we were concerned,
took place twice — on 1 March and on 19 July. On the
first of March we had a blizzard in Cleveland. It was the
last of the big snowfalls of the year. We stood in our
offices and looked out of the window and wondered what
we were in business for, because certainly nobody could
get out to do any shopping.
We got an idea. We had every person employed by the
company go outside and we started from nine in the morn-
ing to make snowballs the size of an indoor baseball. We
packed them in banana crates and we put them in cold
storage at twenty degrees below zero, and we let them sit
there until 19 July.
At that time we took them out. We used 900 snowballs
for publicity purposes. We sent them packed in dry ice
to every radio and every television celebrity whose shows
were beamed into Cleveland. The result was that Arthur
Godfrey was throwing snowballs on his program. Ed
Sullivan was throwing them on his, Dave Garroway,
Walter Kronkite, Arlene Francis, and so on, and in each
case we sent a card along telling folks that we were going
to put on the biggest blizzard of values ever seen in the
history of Cleveland. And these people talked about it.
We sent Harry Truman a box of snowballs with a card
reading, "Hope you recover as fast as these melt." We
sent the President a box of snowballs with a card reading,
"Hope international tensions melt away as fast as these
snowballs."
We attracted tremendous publicity. Mr. Truman was
kind enough to call in a wire release and this made the
the first pages of the Cleveland papers.
So on Monday everybody knew if you went to the Pick &
Pay Stores you could get a snowball, although it was
99 degrees in the shade. We gave away 500 snowballs, in
each of the 15 stores. When we rang a bell, whoever was
checking out would get a snowball. The snowball would
be worth a prize. We had the biggest week in the 17 -year
history of the business.
Now, what can you do to improve the use of radio or the
use of television as far as super markets are concerned? I
can't think of a lot of things that are new, because you
are doing a great many things, but I can think of a few.
First of all, I think what the average super market
operator is interested in is this. You folks sitting in this
room certainly know more about radio and television than
I will ever know, and certainly, more than super market
operators across the country know, or will know. So I
think that it is one of your duties to keep these people
informed on what is around in radio and television and
on ingenious ideas that can be used by them to increase
their business.
Second, we used the chain lightning broadcast in our
stores, and I found that mass displays are what everybody
is interested in. Now, in our case we had 12 end tables.
We carried 4,000 grocery items. So that when a man came
in and asked for end table display, much as we might
want to give it to him, he was really asking for the moon.
In many cases super market chains sell this valuable space
in connection with newspaper or circular advertising.
So I think that it should be borne in mind that a cart
loaded with merchandise can do as good a job in many
instances as an end table display, and that if you ask for
a cart display you might open up a new avenue of mer-
chandising that is not now being exploited.
I think, also, that when radio people operate in con-
junction with super market people, they should operate
on the headquarters level in addition to the store level.
What I mean is this. In our case, we had instances, and
I have heard of this from other operators, where a
promised display was not up and the man from the radio
station would go out to the store and would bawl the
jibbers out of the store manager for not having the display
up. Actually, the store manager doesn't care very much
because it isn't his job to care. The people who are paid
to care are those in the downtown offices, and sometimes
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277
TIMEBUYING
BASICS
you can alienate a man on the firing line by going to him
whereas if you approach the headquarters level and they
are advised about it they will straighten it out with their
stores and you have complete cooperation with a minimum
of difficulty.
Further, I think that the one point that I would like to
stress more than anything else is that these super markets
across the country carry names like Hinky Dinky and
Humpty Dumpty and Red Owl, and Big Bear, and so on,
and that is something that tells me — and I am sure tells
you — that these are men of imagination and daring who
are not afraid to explore new fields and do not try to do
business by the staid old formulae. That means that you
don't have to be conservative or hesitant about going to
them about ideas that may seem radical to you. They
are all looking for something unusual. They are all look-
ing for something new to do, something that hasn't been
done before, and they are perfectly willing to try almost
anything that seems reasonable or realistic for them. * * *
Seminar
12.
VRE ARF STANDARDS ADEQUATE FOR RADIO?
Speakers: Daniel Denenholz, in charge of research &
sales promotion, The Katz Agency; Maocwell Ule, Chairman
of the Committee on Standards & Methods, ARF audience
measurement committee and v.p. in charge of research,
K&E. Moderator was Gordon Gray, v.p. WOR, New York.
ARF FINDINGS HURT RADIO
DAN DENENHOLZ: I can well appreci-
ate the time spent, the discussions held,
and the headaches endured by the ARF
Working Committee in the preparation
of this Report. I am sure that most of
the points that I will raise have been
given a thorough airing by the ARF
Committee, whose members are to be
commended for a brave attempt at a
difficult job. BUT!
In trying to cover both radio and television with a single
set of standards the ARF Committee has failed to recognize
differences between the two media, to the detriment of
radio !
What are some of these differences?
First, of course, is the number of stations to be measured.
On the national level there are more than 2,600 am sta-
tions against 430-odd tv stations. And, locally you have
such situations as in the New York-Northeastern New
Jersey Metropolitan district with 34 am stations (not to
mention 20 fm) vs. seven tv; or in Washington, 15 am,
four tv; or New Orleans, 11 am, two tv.
But it's not only the number of stations, it's the variety
— in coverage and in audience appeal.
Within a given market there is a rough equality in
potential coverage of tv stations but in radio you may
have a coverage range from the 250-watt local channel
station to the 50,000-watt clear channel.
As to audience appeal you find a wider diversification
and growing trend toward specialized programing among
radio stations. You not only have programs beamed to
special audiences and age groups but you have farm
stations, Negro stations, foreign-language stations, good-
music stations, sports stations, etc.
What does this mean for audience measurement? Can
a sample that is used to measure the audience of two,
three, four or perhaps seven tv stations — with more or less
of the same type of audience appeal — be adequate to
PAGE 34 measure the audiences of 11, 15 and up to 34 or more
radio stations — many with specialized audience appeal,
that can be received in one locality?
And how about the multiple radio sets and their wide
dispersal throughout the home? And the increasing
volume of out-of-home radio listening: the portable sets,
the automobile sets, and the listening to sets not "associ-
ated with the household?" Or the fact that radio is
becoming more and more an individual rather than a
group activity? Don't these factors argue for differences
in standards of measuring radio audiences as against tv
audiences?
As I read the ARF Report it struck me that there are
four major areas of controversy:
1. Minimum sample size.
2. Exposure to a broadcast should be measured in
terms of set tuning. (Basic Information Standard 1 of
the ARF report.)
3. The unit of measurement should be the household.
(Standard 2.)
4. The measurement should report the average instan-
taneous audience. (Standard 6.)
Let's look at these, one by one:
First, Sample size. I have indicated above a feeling that
the recommended minimum sample might be inadequate
for radio, not only because of the number and types of
stations to be measured but also the dispersal of receivers
and the growing individualism of listening. These are some
of the factors that result in a lower range of ratings for
radio than for tv. Larger samples are necessary to minimize
the sampling error which can make quite a difference at
these lower rating ranges.
The Report gives a table (page 29) showing the ARF
Maximum Sampling Error Standard for ratings ranging
from 0.5 to 75.0 based on a sample for a local report using
400 cases to represent a universe of one million households.
From this table we read that for a rating of 1.0 repre-
senting an estimated audience of 10,000, the ARF maxi-
mum sampling error standard is 4,975. In other words,
the true audience would range between 5,025 and 14,975.
Reinterpreted in ratings, the range would be from 0.5 to
1.5. That's quite a difference. As the ratings increase, the
sampling error is not so important. With a rating of
75.0 representing an estimated audience of 750,000, the
table shows a maximum sampling error standard of
21,651. The true audience, therefore, would range between
728,349 and 771,651; a rating range between 72.8 and 77.2.
That's nothing to get excited about.
The second likely area of controversy is the Standard,
"Exposure to a broadcast should be measured in terms
of set tuning."
So that you'll know what I am talking about, let me
read from the Report :
"There are various levels of attentiveness which could
serve for the definition of an 'audience'. On the one
extreme there is the minimum requirement of set tuning.
By set tuning we mean that a set be both turned on and
receiving the program for which an estimated program
audience size measurement is being obtained. On the other
extreme one could require that the exposed individual be
giving his undivided attention to the broadcast. This could
be called an 'attention' level of exposure. Between these
two extremes there are various levels, such as:
"a) 'attended sets' — which could mean all tuned in sets
that have one or more persons physically present.
"b> 'listening or viewing' — which could be the subjective
opinion of the respondent as to whether or not he was
paying attention to a program."
The Report recommends the "concept of tuning as its
standard of exposure" since in the words of the Report it
"is the most objective of various levels of exposure ... it
is the only measurement which does not require a subjec-
tive evaluation of some kind on the part of the exposed
person."
Although I'm not a partisan of any of the rating
services, this concept of "tuning" seems to me to rule out
all methods except the "Recorder" — since it is the only
method that can be considered truly "objective." The
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Case History No. 10
It was the start of a routine day.
At Station WMRE, Monroe. Ga.,
Al Brown was at the microphone.
Manager Deral Morris studied a list
of sales prospects. In nearby Mans-
field, the Hank of Mansfield opened
as usual for another day of business.
At 9:20 a.m., a bandit entered
the Mansfield bank, pulled a gun on
the cashier and scooped up $6,300.
He escaped by car.
Morris got the word — fast — from
Walton County law enforcement of-
ficers. He reached Brown in the news
room.
"Al! The Bank of Mansfield
has just been robbed! I'm fioiiiu
after the details!"'
Morris raced to the sheriff's office
and relayed details to Brown, who
called The Associated Press bureau
in Atlanta. Between them, Morris
and Brown also called the bank . . .
interviewed the officials . . . called AP
again.
WMRE covered all the angles of
the robbery for its listeners and for
all other AP members as well.
Cooperation? At the time of the
robbery, WMRE had not begun to
receive AP teletype service because
technical difficulties encountered by
the ^vire company had delayed com-
pletion of a line to the station.
"But," says Brown, "we wanted
to cooperate because we know that
our fellow members also cooperate."
Al Brown
Deral Morris
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11 JULY 1955
279
TIMEBUYING
BASICS
Recorder is the "method which electronically or mechan-
ically records, automatically, individual set tuning." It is
true that the Report states "all methods can produce
estimates of set tuning," but if absolute objectivity is to
be the standard, how can any method that requires re-
sponse from a human being qualify?
Adoption of "tuning" as a basic standard automatically
relegates such important factors as number of listeners
and viewers and their characteristics (age, sex, etc.) to a
supplementary standard since it is impossible to count and
identify individuals with a machine method.
Further, the use of "tuning" as a standard will increase
the difficulty and problem of measuring the full audience.
This is not so important, at the present time, for tv but the
"tuning" standard will seriously short-change radio.
If my premise is correct that the Recorder is the only
method that can meet the standard of absolute objectivity,
how will it be possible to measure the full radio audience?
The Report concedes that a "Recorder cannot produce
estimates of exposure to all radio sets in the household
because it cannot measure exposure to battery and port-
able sets." How about auto sets? (I suppose it's possible
but not practicable.) How about listening to sets not
associated with the household — such as in stores, offices,
factories, and somebody else's home?
Which brings us to the next controversial standard:
The unit of measurement should be the household.
I do not quarrel with this so long as the standard re-
quires that all listening be measured and related to a
household base.
In defining household sets the Report says. "This con-
cept includes both in- and out-of-home tuning, whether it
is in the home itself, in an automobile, or a portable set
used away from the household, just so long as the set is
associated with the household being measured."
It then goes on, "This definition excludes such tuning
as that which occurs in bars, restaurants, and places of
employment since these sets are not part of a household
universe." Why exclude this part of the audience so long
as the individuals who are exposed to radio or tv in these
places can be related to a household universe? Here we
see one of the dilemmas created by the use of "tuning" as
a standard. If the standard were "listening," office or
factory listening could be measured by interviewing the
listener in his home using one of the recall methods.
According to the recommendation, "A household is con-
sidered to be exposed to a program if at least one set
associated with the household is exposed to the program."
But if a household should be counted because the man
of the family, for example, tuned to the radio in his own
car, why shouldn't it be counted if he listened in while
riding in his friend's car?
The fourth potentially controversial point is, "The
measurement should report the average instantaneous
audience."
In justifying the standard of "average instantaneous
audience" as against "total audience" the Report says:
"A total audience measurement while counting all house-
holds which were exposed over an arbitrary minimum of
time counts them all equally, regardless of how long they
were exposed over that minimum. For this reason a total
audience size measurement will not permit comparison of
audience size measurements for programs of different
duration."
This comparison of measurements for programs of
different duration is a favorite game on the network level
— but on the station level, for national-spot and local
advertisers, the primary need is for measurements in
15-minute segments regardless of the length of the pro-
gram. If all measurements were in 15-minute segments
it should not make much difference, from a practical point
of view, if the measurement was "average instantaneous
audience" or "total audience."
This illustrates another facet of the measurement prob-
lem. I'm referring to a possible difference in standards for
local audience measurements as against national. Such
PAGE 35 differences are implied throughout the Report but do not
appear to have been sufficiently explored. For the most
part, the Report seems to be primarily concerned with
the national level.
To many the ARF Report is likely to prove a disappoint-
ment. Let's face it! It is not the report for which the
industry has been waiting. It's, perhaps, but a first step,
necessary, I suppose, to provide a frame of reference for
the real evaluation of audience measurement services
which is yet to come.
AIMS OF THE ARF REPORT
m G.MAX WELL ULE : Unfortunately, what
Dan has just said has been covered
^ 2> *M many times in our general discussions.
This is not new. It is the considered
judgment of the people on this commit-
tee that this report was conceived in
controversy, born in controversy, and I
think the controversy will rage for a
long while.
We think we are justified in making
these recommendations for a number of important rea-
sons. First of all, there is no simple solution to the rather
complex problem of radio and television measurements.
We should however, be playing in the same ball field, so
to speak.
In other words, over the past generation, much of the
controversy resided in the fact that we were measuring
different universes, so to speak, or different areas. We were
measuring with different techniques which measured dif-
ferent aspects, so-called, of listening or exposure.
Now, in our general discussion, we realized very early
that unless we had some common, or agreed upon stand-
ards, we could live with, there was no possible way of
reconciling the differences among rating methods. Our
basic objective was to set up criteria which would tend to
reduce or minimize the variation among the various rating
methods or among the various audience size measurements
that are received, regardless of who the practitioner was,
regardless of the methodology used. Without that we will
continue with the same general confusion as we have had
in the past.
Now, let me say this, that like all problems in the social
sciences these are not all black or all white. We think that
our suggestions are reasonable standards that we can de-
fend rather vigorously in terms of our objectives on the
one hand and what we know in general about the limita-
tions and strengths of the various research methodologies
in trying to get radio and television measurements.
On a number of occasions there was not unanimity in
this committee, but we think there was a high degree of
toleration of the fact that in this imperfect world these
are the best of all possible standards that we can agree
upon and still have some sort of general recommendation
for the industry over-all.
In this group activity, of course, we have drawn our-
selves backward and forward in each of these things. And
I would like very much, first of all, to review some of the
highlights of the criticisms that Dan has made.
On this question of understating radio as opposed to
television, I think that largely depends upon the individ-
ual involved as to whether or not we have or have not
understated an interest in radio measurement. Certainly,
our general objective was to do two things: first of all, to
set up general standards which would be applicable to
over-all national or network operations; second of all, to
set up standards which would be applicable to the local
operations regardless of where they are.
Now, we know this much, that when an average adver-
tiser spends millions of dollars per year on a program
through one of the air media on a national basis, his
stakes are larger than when he spends literally thousands
of dollars in a local operation.
There are, of course, a lot of local operations that can-
not afford the investment in national broadcasting. The
Channel Z
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the Land of Af&k, and^fprnc/l
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I
TIMEBUYING
BASICS
result, therefore, is that the research funds for measure-
ments in local areas are substantially smaller than they
are for national ratings.
Using a rule of reason that the greater your investment
the greater are your needs for accuracy, it was our gen-
eral stipulation that we could afford to relax the level of
accuracy that we need in the local ratings — relax it only
in one respect — in terms of sample size. In all other re-
spects, we were just as rigorous in our requirements, we
think, as we were at the national level.
Certainly, you can quibble with us all you want to
whether or not a sample of 400 households locally is an
adequate sample. We think for practical purposes, for
most of the measurements that are involved, it is adequate.
We have, also, set up two escape hatches. One of them
is that in areas where we have relatively small radio audi-
ence saturation, particularly some of the local radio opera-
tions, it is possible to accumulate a number of individual
ratings to get a larger base, and, therefore, give us aver-
age estimates of greater reliability. That is not new in the
industry; it has been done for years by some of the prac-
titioners. It will tend to give us greater stability over-all,
provided the samples are well drawn.
Secondly, we have stipulated what we call, in statistical
terminology, a random sample. A random sample has a
couple of very basic hooks in it. It does not mean what
the unsophisticated think it means. It does not mean a
sloppy or haphazard sample. It means a sample done ac-
cording to the very highest levels of research practice in
which every member of the universe has an equal or
known probability of being included.
In doing that, however, it means that you set up in-
ordinately high standards of research performance on the
one hand and increase your costs very substantially on the
other. What it really means is that if you put all the
households in New York City in a big vase or big vat and
draw at random one by one until you drew 400 households
you would have a random sample. If you did that, you
probably would get one household up on Riverside Drive,
another one maybe on Park Avenue and 60th Street, an-
other in Gramercy Park, and so on. You would have to
do a tremendous amount of work to complete such a
sample.
In general practice we know that most research organi-
zations will not use a random sample. They will, how-
ever, use a more relaxed method — clustering. In cluster-
ing, four or five or six households will be interviewed
within a reasonable area around some centrally desig-
nated point. All points will be chosen by random processes
and households chosen by random processes. We know
statistically that that requires a sample from two to three
times as large as a random sample!
So, therefore, when we very naively talk about a sample
of 400 locally, for practical purposes we mean samples of
800 to 1,200, implemented at the general level of accuracy
we stipulated in our report. Therefore, we think in that
respect that there is more than usual emphasis on getting
adequate sample sizes for local measurements.
We are not going to debate whether or not a rating of
1% on radio should have the same accuracy as a rating of
15% or 20%. It would be our general submission to you
that when a rating becomes of that general level (1%),
other methods must be used for making the evaluation as
to whether or not the program is worth your while.
We know, first of all, that unless costs are very low, the
cost-per-1,000 will be very high, regardless of whether the
rating is one-half of 1% or 1% or iy2%. Therefore, we
have again some escapes in this general direction. If the
levels are particularly low, regardless of the sample size,
you will have to use some other method of deciding what
you want to do.
Dan has also raised a very important point on the sub-
ject of set tuning vs. some other less objective method of
reporting on exposure to programs. Well, we are interested
in setting up standards which could be used for measuring
the total circulation of a program in the universe which
PAGE 36 we are measuring. We have deliberately denned circula-
tion to mean set exposure in a household for the reason
that we have stipulated before. It does not mean, how-
ever, that within that framework you can't do a lot more
additional work, if you so desire, more subjectively.
We are trying to get a measure of the total circulation
for the particular program, defining "total" as set tuning.
Whether anybody is there at the time to listen is another
matter. We submit that this can be done by other tech-
niques without in any way jeopardizing the value of the
so-called circulation of the program itself. Once you get
measures of program circulation, it is no problem at all to
make some estimate of relationship between set circula-
tion, program circulation by sets, and exposure of indi-
viduals within that if you so desire. Since we could not
agree on a decision outside of the exposure or non-expo-
sure, that became our general decision.
We also say that set tuning can be easily handled by
any known method. My own position is that I don't agree
with Dan that a diary method cannot give us set tuning.
Whether there is almost a perfect correlation between set
tuning and listening we do not know. But we can ask indi-
viduals answering a diary if a set had been tuned in at a
particular time. You can still get other information if you
desire on whether anybody has been exposed to the set at
that time. So that is no problem in terms of one method
over another.
In addition, the general tenor of our report is this, that
we are making a distinction between, say, the actual re-
porting of tuning in sets and the human bias involved in
reporting. We have said in another specification we should
minimize human errors on reporting and recording.
Insofar as the human element is involved in errors of re-
porting and recording on set tuning, that is another prob-
lem. The point is this; we say set tuning can be obtained
by any of the methods which we have analyzed. The de-
gree of accuracy is largely, however, a problem of the
amount of human error or bias involved which is covered
by another standard in our general specifications.
Now, the next point of controversy was the question of
the unit of measurement being the household. Here was
cur general thinking on the household. There are some 45
million households in this country today. Most all pur-
chases are made within or around the household. The
evidence that we have is that most of the decisions are
made by the housewife in the house or by some form of
joint activity or discussion among a number of members of
the household.
Furthermore, most of our statistical thinking is in-
volved with the household.
The household gives us a very easy base from which to
measure all of the circulation of our program, regardless
of whether it is radio or television or both if we make cer-
tain exceptions as was done in the report.
Then Dan raised the question of why did we eliminate
the institutional listening, exposure to institutional radio,
such as restaurants, hotels, places of work and so on.
Well, it was our judgment that we could find no way of
doing that which would be theoretically sound or worth
the costs involved. That is, the amount of improvement
in the estimate, in our judgment, would not be commen-
surate with the amount of work involved or the cost in-
volved. Working in a relatively practical world, we decided
that the marginal or the additional increase in total num-
ber of sets tuned in would not be worth the additional cost.
Therefore, that was one important reason why we de-
cided not to include the institutional listening in audi-
ence estimates. Certainly we agree that when you tie in
all exposure to the sets in the household you have some
underestimating, because you have visitors coming in from
the outside or you are visiting other households or riding
in other household's automobile.
Of course, that works both ways. Therefore, you will
find in some cases there will be inflation, deflation in
others. But our general thinking, again, is that if we want
to designate specifically that the listening or tuning
should be in terms of household sets, it would be impos-
sible to reconcile any additional listening of people who
X7 ftj/tg5 THIS V0j4AlNf
t*s^
PULSE SURVEY TELEVISION AUDIENCE INDEX
SHARE OF TELEVISION AUDIENCE NOVEMBER. 1954
TIME
TV SETS
IN USE
WREX-TV STAbT,on
ALL
OTHER TV
SUNDAY
12:00 Noon -6:00 P. M.
35.3°o
63% 19%
18%
SUNDAY
6:00 P.M. — Midnight
50.7 %
66%
20%
14%
MON. THRU FRI.
10:15— 12:00 Noon
9.1%
62%
*
38%
MON. THRU FRI.
12:00 Noon — 6:00 P.M.
22.8%
61%
21%
18%
MON. THRU FRI.
6:00 P.M. — Midnight
50.1%
55%
24%
21%
SATURDAY
9:30 — 12:00 Noon
29%
77%
*•
23%
SATURDAY
12:00 Noon -6:00 P.M.
37.7%
53%
12%
35%
SATURDAY
6:00 P.M. — Midnight
54.6%
64%
18%
18%
WEEKLY AVERAGE SHARE
AND AVERAGE TUNE-IN
/
■TTL
NOON
NOON
6:00 P. M.
6:00 P. M.
MIDNIGHT
WREX-TV
69.67%
59%
61.67%
STATION B
0
17.3%
20.67%
ALL OTHER TV
30.3%
23.3%
17.67%
AVERAGE '4 HOUR
HOMES USING TV
14.5%
27.13%
51.59%
tng a r- ■
TV owning nomas Is bads lor
"TV Sets In Use."
Jt DESIGNATES STATION
NON-OPERATIONAL DURING
TIME SEGMENT
ALA rules .supremo in tliis rich industrial and agricultural area.
WREX-TV "fu for a King" Channel ft
ROCKFORD, ILLINOIS
ILLINOIS CBS-ABC Network Affiliation
J. M. BAISCH General Manager
Represented by H-R TELEVISION. INC.
11 JULY 1955
283
TIMEBUYING
BASICS
are not members of the household. In that respect the
standards are limiting, but we again think that over-all it
will not be an important loss in general estimates of listen-
ing for all program types.
The question of the average instantaneous audience vs.
the total: We know enough about the dynamics of pro-
graming to know that even 15-minute programs have sub-
stantial differences in the accumulating of audiences. We
wanted audience data for each quarter-hour period. We
wanted to make these comparable with each other. Also,
we wanted estimates for the full program, whether it is a
half hour or an hour long. It was our judgment, therefore,
that the average instantaneous estimate is a better esti-
mate over-all, because it will minimize the substantial dif-
ferences in audience ratings which are based upon differ-
ences in the way people tune in and out of different types
of programs. As a case in point, a variety program has a
greater turnover than, say, a strong drama where the in-
tensity of interest is maintained throughout.
QUESTIONS AND ANSWERS
Q. Isn't it true that the recorder system already measures
all sets in the home?
A. (From Dan Denenholz) The answer to that is obvi-
ous. No. That's admitted in the report. Every set in the
home would have to have a recorder attached to it. I
don't know to what extent that is being done, but the re-
port says, "The recorder cannot produce estimates of ex-
posure to all radio sets in the household because it cannot
measure exposure to battery and portable sets." In other
words, you need a set, I take it, that is connected to an
electric current in order to attach the recorder to it.
Q. With ARF-accepted minimum national sample of
1.200, how many homes would be included in a city like
Atlanta?
A. 'From Max Ule) If we had a true sample done on a
random basis, the proportion or number that would be put
in Atlanta would be in true proportion to the Atlanta pop-
ulation as a ratio to the total United States population of
households. That would be just automatic within the lim-
its of sampling fluctuations. There is an automatic way of
arriving at this figure. Now, however, if you are going to
use a form of cluster sample, it may be that there wouldn't
be any Atlanta included in there in the first place: the
point being that we do not care how many interviews
there are in Atlanta or in Podunk or any place else: all
we want is a random sample of the total United States
household base over-all, reeardless of where they occur,
because by doing that we know we shall get unbiased esti-
mates of the total circulation of the particular program,
regardless of these individual households' locations.
So therefore, except in a case of wanting to have a spe-
cial survey in Atlanta, we think it is not important wheth-
er there are one, two, 10 or 15 interviews in Atlanta. At-
lanta may be included or excluded, depending upon what
the loss of probability indicates when we choose a sample
of households for a particular survey.
Q. With the heavy premium paid for television for an
oral and visual impact, don't you think the payoff to an
advertiser is how many people were consciously exposed to
a commercial rather than a television set on while the
person is X feet from the set?
A. (From Max Ule) I think a lot of that depends upon
your general philosophy or basic theory about how ad-
vertising works. There are no agreed-upon hypotheses on
that score that I know of yet. There is a school of think-
ing which says that much of our activity is irrational, sub-
liminal or sub-conscious, and, therefore, because people
cannot play back mechanically all that they have heard in
a television commercial, it does not mean that there is no
residual effect that cumulatively will have some effect upon
PAGE 37 preference and purchase decisions. It would seem to me
that there is an awful lot of sense in that particular point
of view as opposed to the more rational, the more logical
theory, which is based on conscious exposure.
Until we have a better knowledge about the real dynam-
ics of television advertising or any advertising, it is my
judgment that we are on safer theoretical ground to, first
of all, measure the total reach of the medium in terms of
the circulation, and within that framework you can apply
any hypothesis you desire, depending upon your own pre-
dilections, your own organized theory of advertising. • • •
Seminar
13.
"THERE'S A RAINBOW IN YOUR FUTURE"
Speakers: Robert Foreman, vice president and director,
BBDO; Richard Pinkham, vice president in charge network
programs, NBC TV, then in charge of participating pro-
grams. Moderator: Roger Pryor, then president, RTES,
who is vice president, radio-tv, Foote, Cone & Belding.
WHAT COLOR TV WILL COST
ROBERT FOREMAN: I don't know
whether you know that Miss Beatrice
Lillie has described television as "Sum-
mer stock in an iron lung." She was
talking about the black-and-white ver-
sion. What she will do when color ar-
rives I can't say, but I can perhaps ask
a few questions and I can try and an-
swer a few.
Some of the more pertinent ones, for
example, how much will color television cost for a half-
hour show on film? Our guides tell me it will cost about a
third more.
How much will a half -hour live cost? Some 15 to 25%
more.
How much will the one-minute film commercial cost?
About one-third more.
So you can see that we are going to have to pay more
for this thing that is coming along.
How many sets will there have to be before we can
achieve a satisfactory cost-per- 1,000? Well, that is not
an easy answer because we don't actually know what a
satisfactory cost-per- 1,000 is in black-and-white or any
other medium, but let's draw conclusions from what we
are achieving now.
By the time there are one million color sets out, there
will be three million more black-and-white sets. Now, let's
take one of our shows, because I do know the cost. I am
only taking this as an example. Take the Hit Parade. At
the time there are one million color sets out there will be
a cost added to the Hit Parade to do it in color of some
$15,600. That is the best estimate I can get. That is not
only a cost of added production but cable costs and so on.
Our present $6.12 cost-per-1,000 homes will then jump to
$6.88, but we will be able to reach three million new black-
and-white homes. More important than that, there will
be available to us one million homes that can receive color.
Now, we have to take into consideration how much more
impact we are throwing against one million color homes
with our color advertising. That is worth money. How
much I don't know.
In addition to that fact, in each one of these color
homes, and we saw that in black-and-white television,
there will be more people because they will flock over. I
happen to have a set, and I am going through the same
liquor problem I had at the beginning of black-and-white.
So you will get more people per home when you have color
at the very beginning.
POWER
POWER
POWER
OWI
Power is the only answer for the advertiser who wants
to get more for his money in 1955-1956
Within the far-flung limits of influence
exerted by Atlanta's radio station WSB
and television station WSB-TV
are a given number of homes. This is ALL
the homes there are in this great area.
Use the power of WSB plus WSB-TV
and you reach them all. These first stations,
used individually or as a team,
give you a lower audience cost per thousand
than can be obtained on any other
Georgia station or combination of stations.
Get more for your money —
get on WSB and WSB-TV.
NBC Affiliate. Represented by Petry. Affiliated with The Atlanta Journal and Constitution
11 JULY 1955
285
TIMEBUYING
BASICS
PAGE 38
That, again, will help or tend to offset the added costs.
Those are factors we all have to consider.
Now, for some time to come, of course, there will be
black-and-white television programing side by side with
color programing. One of the many reasons for that is the
fact that the people who have made film shows and have
sold those shows for less than the negative cost — that is,
for less than it costs to produce them — have done that so
that they can get their rerun money out and then come
out with a profit. It will be for that reason as well as other
reasons that plenty of black-and-white programing will
appear side by side with color for a long while.
However, it is my belief that advertisers rather than net-
works, agencies, package producers, or what have you, will
force the turn to color television a lot faster than any of
us can imagine. In other words, as soon as advertisers can
take advantage of color commercials, they will do that,
and in turn will necessitate or actually speed up the use
of color programing.
Now, this may sound like a reverse twist, but I firmly
believe that it is advertising that will force the medium
into color simply because never before in the history of
marketing, and certainly in the history of advertising it-
self, has an advertiser ever been offered so much with
which to reach mass audiences.
Obvious as this sounds, and is, none of us can fully ap-
preciate today what it is going to mean when an advertiser
can have not only the facilities of black-and-white tele-
vision (that is, use of motion, sight and sound, it is the
only medium that give you that) but also when you can
add color to that.
You are going to see package identification — a very
mundane thing, but darned important to an advertiser —
that is lifelike. Remember that today the way your prod-
uct looks on the shows is not the way you see it on tele-
vision. Black-and-white is a complete cheat of what the
actual product looks like. It is a very dull approximation.
That is just one thing that color can overcome.
You are going to see products the way they look in use.
If you can compare black-and-white products such as
cake and ice cream in black-and-white against what you
are going to get in color, I think you can see the differ-
ence that this is going to offer advertisers.
I have had a color set since April, I believe it is, and
something that struck most forcibly — other than the price
of the set — was when my wife saw her first color television
program. I think it was the Kraft Theater. She and the
kid sat there and they oohed and aahed, not at the show
which was wonderful, but when Kraft presented its first
commercial in color to us. The remarks went like this —
"Makes me hungry." We had just finished eating.
As they saw the melted cheese being poured over the
broccoli, my wife spoke in awe about that, a very simple
but a very important thing. She said, "That is exactly
what the Cheez-whiz package looks like." She took the
time to comment on it.
If some electronic Michaelangelo had just painted the
Sistine Chapel, she couldn't have been more awe inspired
by this silly little package that is on every grocer's shelf.
But it is important.
What a tribute that is to color television, and what a
tremendous value to any advertiser to have the public sit
there and gape at the realism of a package. All women
are going to react that way to commercials and the prod-
ucts sold in commercials for a long, long time to come.
Many of the problems that an agency and an advertiser
have to face when they are doing color television are going
to seem to take us back, and actually will take us back, to
the beginning of black-and-white. That is a wonderful
thing, I think, about television. Every one of us can re-
member the beginnings of black-and-white television. This
is something that has grown up over night. All that color
will do is sandwich what happened fast in black-and-white
into fewer weeks and months than black-and-white did.
You are going to get the same problems with color we
had in black-and-white.
First, you are going to get distortion. We have had it
already. There will be illegibility of design, name identi-
fication, and strange abberations. That is why we and
many other agencies — in fact all of them — are doing a lot
of color work right now on film — and live — and commer-
cials, too, in color to work these bugs out. This is an in-
vestment on our part, and the advertisers just as NBC
has made an investment, a tremendous investment, in
the imminent and wonderful future that this thing holds
for us.
Here's one of the things we found, and I am sure a lot
of people have done the same: we had an angel cake on
color, and the wedge of the cake was out of it as always
to show the height of the cake. Every place there was a
shadow, the shadow was green! There will be many prob-
lems like that. The chocolate icing on the cake looked
exactly like tar. These are problems that, if we can face
today, we can lick by the time color is around enough
to be worthwhile as an advertising medium. If you re-
member back to black-and-white, we had the same or
similar problems.
We used a girl on one show who had a dress on — I can
attest to this — and it didn't look like she had a dress on.
Color did that. We have got to be very careful.
We have found that color copy requires far more sim-
plicity than anything we have ever done in black-and-
white, that backgrounds, for example, just by the very fact
that they are in color, tend to distract. So we have got to
keep things much more simple, and the center of interest
has to be a real center of interest even in contrast to what
you can do in black-and-white.
There are going to be a lot of problems. However, once
we can make use of color, there is no limit to what good
advertising can achieve, and whatever the added price is
going to be — and I just gave you some rough figures, and
they are pure guesses — it is my feeling, and that of a lot
of people, that the cost will be of little consequence com-
pared to the added values in the realism and the drama
and the impact which color is going to provide.
Recently I saw an Oldsmobile commercial. That is a
competitive account, so I shouldn't even mention it. It was
a series of two-tone blue Oldsmobiles reeling off one right
after another across the screen. I don't know what the
audio was. However, it was the most beautiful sight I ever
saw. It made you want to do that. Black-and-white auto-
mobiles are pretty darn dull in television. They all look
alike. It is very hard to differentiate between one and the
other. You do all sorts of stunts. We run them in the
ocean on the Groucho show. We have helicopters looking
down at them. However, when you add color to it, you are
going to get the same kind of appeal that the car has on
the showroom floor, and when you can do that, then you
are really selling.
I saw Hit Parade in color twice. It was pretty darn
effective, just tremendous. In the middle of the show we
took a trip to the tobacco fields, and those fields were just
— you cannot compare the two.
Now just over the horizon — and it is not a distant hori-
zon— is a thing called video tape, which is exactly like
sound tape, except for the fact that it shows pictures.
• See "Video Tape: programing revolution on the horizon"
sponsor, 21 March 1955, page 42.)
Tape will do away with all the involved laboratory
processes and expensive time delaying things that we have
to face today. You will go into a studio and you will shoot
something and play it back instantly. If you don't like it,
you will erase it, just as you do on a sound tape. Repro-
ductions from that are absolutely perfect because they are
electronic, which is not true of the present film reproduc-
tion. This is a tremendous thing, and it is a black-and-
white facility, but it is also a color facility. It is much
cheaper than anything we are doing today, fast, wonderful.
I want to read you, if I may, a memorandum on this
that came not out of Mars or tomorrow but out of the
past, 22 October of this past year. It was sent to me from
our Coast office on 27 October. "Thought you might be
interested in knowing that Crosby Enterprises took the
Bob Crosby show (CBS does that, too) of 22 October color-
*v
*fq£? «R>
f
t7 *
i
By keeping tuned to the heart of New York,
WRCA and WRCA-TV ensure a neighborly
reception for every sales message they carry.
Take the recent contest to select an
honorary bat boy for the Dodgers and
Giants. By the time the contest closed, 12,000
boys had written compositions titled
"Why I Want to Be Bat Boy for the
(Dodgers or Giants)." 50.000 fans saluted
the winners on special WRCA Days at
Ebbets Field and the Polo Grounds.
And hundreds of thousands of New Yorkers
cheered from the sidelines, as they watched
and listened to the winners during their
many on-the-air appearances.
WRCA and WRCA-TV's community
promotions always have one sure result:
they make New Yorkers good friends of the
stations and good customers for the stations'
advertisers.
By participating in these community
promotions. WRCA and WRCA-TV
program-personalities arc solidly established
as the warmest, friendliest people in town.
And that's why we always say . . . PEOPLE
MAKE THE BEST SALESMEN!
LURCH radio B60
im-TV-4
in New ^ ork
Rrprrscnted by NBCSpot Sales
NEW YORK . CHICAGO • DETROIT • CLEVELAND
WASHINGTON • SAN FRANCISCO • LOS ANGELES
CHARLOTTE' . ATLANTA' • DALLAS'
11 JULY 1955
287
TIMEBUYING
BASICS
cast off the air on their new video tape process. The cost
of doing same amounted to the rediculous figure of $28,
and according to Crosby and our director, results were
terrific. Believe it or not, they took the show off a home
color receiver, so you can imagine what it might have
looked like had they been doing it professionally and
taken it right off the line. They said that our General
Mills products looked beautiful and that the color was
extremely true. I have asked to see this, as I think it would
be extremely educational as well as exciting.
"According to Crosby, now that the Army has given
them the go-ahead on video tape (this, by the way, is Bing
Crosby) they are really going to town. Rumor has it that
color prints will average about $8 per half-hour show (I
understand it is a little higher, but not much) and black-
and-white about $3.50. . . ." and so on, but that is the
thing that is fabulous. In color, tape will save us a lot
of time and give us great reproduction qualities.
Now, where will the new money for color tv come from?
I think it is going to come from out of increased budgets.
I think advertisers never realized that they would have to
increase their budgets to get in black-and-white television,
but if you look at any of the accounts you work on and
carry back five or six years when they were worried about
a radio show costing $12,000, somehow they have done it.
True, the country is doing well, the entire economy is up,
and so forth. Maybe it is inflation to a degree. However,
I think advertisers will acclimate themselves to the in-
creased budgets necessary for color.
However, I am also sure and others in the trade are,
too, that a lot of it is going to come out of the color plates
in the magazines. Magazines for a long while have been
trying to knock television and their own stronghold has
been the fact that they can reproduce things in color.
I think that color tv is the greatest thing that has ever
hit the adverising business. Advertisers can only welcome
the added facility and the wonderful selling tool that color
is going to bring to us. All I can say is that we as one
agency welcome color television, and the sooner the bet-
ter. And we are going to help it get here all we can.
HOW WELL SELL COLOR TV
RICHARD PINKHAM: Color television
is coming fast, and it is coming faster
than 90% of the advertising business
and 99% of the publishing business
wishfully predict. It is coming with an
express train speed that is only starting
to pick up momentum now with the
arrival of the 21 -inch color television
sets.
There are now more than 35,000,000
television sets in this country. Seven years ago there were
16,000. It took 17 years for there to be 30,000,000 radio
sets in American homes and 36 years for there to be 30,-
000,000 electric refrigerators. I don't know how many
years it will be before there are 30,000,000 color tv sets
but I'll predict that it will take less time than it took radio.
Because good as black-and-white television is, color tele-
vision is infinitely better. In fact, to be dramatic, we are
presently living like dogs. Dogs, as you know, only see in
varying shades of gray. They cannot see color at all. This
may account for the woebegone expression on most dogs'
faces. Think how much more enticing a good steak bone
would be to Fido if he could actually see the bright red
color. And the same is going to be true for people in color
television.
Because to see color is to want it. Those of you who
have seen shows in color I am sure will agree that it is
compelling for the simple reason that color shows you
things as they are. The screen suddenly reveals reality.
We are so used to having reality filtered out through the
smoked glass of black-and-white movies and television
PAGE 39 that we forget how really great reality is. With color, you
see what is there. It even gives you a certain 3-D quality
because of the spatial relationship. Color helps to add to
that. It enables you to see all products better.
Because it does so, the statement of an advertising
agency president recently makes real sense. He said, "We
are about to have ready for our use the perfect advertising
medium. Sight, sound, and demonstration in full color."
I think not quite perfect. We won't have the perfect
advertising medium until television is also able to take
orders electronically from the living room.
And this is quite possible, too. You may have heard the
new word "center-casting." By installing a small gadget
in each television set which transmits a tiny radio impulse,
a central reception point can easily collect all sorts of dif-
ferent information from each set so equipped. What show
is being watched, how the audience likes the show, and
eventually perhaps it will be possible to sign on the dotted
electronic line and order the product advertised without
moving from an easy chair. A machine called "Ultrafax,"
which can scan Gone With The Wind in 90 seconds, will
be able to take down all the orders regardless of the
volume.
When this device is ready and is built into every tv set
sold, perhaps at no extra cost to the consumer since the
advertiser and the network would benefit so much by its
presence in the home, then, indeed, color tv will be the
perfect advertising medium. The imagination boggles at
what this will do to the orthodox marketing patterns.
Let me get right to the point: programs, what will they
be and who is going to pay for them and how?
I think the programs are going to be great, much better
than they were in black-and-white, much better than they
are in movie form as put out by Hollywood. I think they
are going to be expensive, and I think that national adver-
tisers are going to fight to pay for them. I agree with Bob
Foreman that it is going to hurt magazines, because that
is the one place presently you can go for color. I think it
may even limit newspapers largely to local ad revenue.
I further believe that color television will be so effective
that money spent presently on salesmen on the road selling
in person will be channeled out of the sales department
budget and into the advertising budget. I finally believe
that color television will help explode the United States
economy to productive heights that seem impossible today.
I believe that the expense of color will be adjusted to,
just as the rising costs of black-and-white television are
being adjusted to. Look at the situation today. Television
is fantastically expensive by radio standards.
The Milton Berle show, Caesar's Hour, The Colgate
Comedy Hour cost about $160,000 per broadcast, time and
talent. The same is true of the big shows on CBS. And
some of the NBC spectaculars are costing as much as
$300,000 for a single broadcast, and Peter Pan came to
$400,000, which is the equivalent of a full-fledged Broad-
way musical comedy.
These black-and-white costs which must be borne by the
advertiser are not going down either. They are going up.
As more stations are added to the basic line-ups of net-
works, as union scales continue to rise, as prices demanded
by the performers increase, it is completely conceivable
that within five years the cost of a full-hour show on one
of the major networks, coast to coast live television, will
be $250,000 a week — and be worth every penny of it. And
when color is added, you have got to add at least 10%.
I rather challenge Bob's figures of 25 and 33%, but more
of that later perhaps.
Now how many advertisers are going to be able to af-
ford that even in black-and-white? When network radio
was in its heyday, it was dominated by the blue-chip ad-
vertisers who could afford to spend millions of dollars a
year in that one medium and still have enough left over
to conduct their necessary campaigns in other media. In
1948, for example, just eight advertisers accounted for one-
third of the total radio network billing for the year. It
was almost impossible for a new advertiser to find a de-
cent time slot on any network because the big boys were
in there so heavily that there just wasn't any room.
KCOR-TV
SAN ANTONIO
Raoul A.
famous I'
■Mm of K( oh S
i ril. r I .1 in in. nl v|nr«
DHS, i- -lnM.il wirh
KCOR-TV inaugural.
America's First Spanish-Language
Television Station
B\ RAOl L \. I 0R1 l /
June II) was a red letter day in and around San
Antonio. For on that date the 50', of the popu
lation that speaks Spanish got their own television
station.
Their enthusiasm is beyond description. By June
15 a survey showed 32,800 conversions and t\
set sales — all due to the advent of KCOK 1\,
Channel 41. By July 15 the estimate is 50,000.
Why do Latin Americans of South Texas open their
homes to a Spanish-language tv station: If you
have advertised over KCOR AM or other radio
stations dowrn this way you know that their appre-
rciation for air communications is truly phenomenal.
1 .- '--'^B ' * ^Wv<\vV«*'* ^'Kl l-:ltm Americans have been waiting a long time
» - '"''' for the air medium that combines sight and sound.
You can expect outstanding results from Spanish
language television advertising.
Housed in a half-million dollar television building,
equipped throughout by RCA, with the highest tow-
er in the San Antonio area, KCOR-TV is designed to be now, and henceforth, the Spanish language leader
in the tv field. KCOR-TV emphasizes novelty in its programming approach. Bullfights, news, and vari
ety films are rushed from Mexico City j live entertainment by leading artists of Mexico, Spain, Portugal,
and the V. S. takes up a good part of the program day ; local and public service events are spot covered
with a fresh approach.
My advice — keep your eye on Spanish-language tv and KCOR-TV. And don't hesitate to
write me or Dick O'Connell about availabilities.
KCOR-TV
^^^^I^l^RKET FACTS 1 Eg KCOR- AM
l\tin-^r^antonio | LdtA San Antonio
1 " \\G ORDFR 9l<^ 111 /6/,V,| RH-iu-iMin NATIOIUIXI m
BAWBOMEB^W'^&ATOB Jjg 111 >€^ RICHARD O'CONNELl
„ WE MEC1I .v>l U-,„NK -• - ,,2-,
„.U WASBB«" ' ,„, TRUCK
Vxv. M i-'1"^' , roMom... 62*
289
11 JULY 1955
TIMEBUYING
BASICS
Television started off the same way. The biggest adver-
tisers moved in first, gained priority on the prime time,
and the smaller advertisers were either frozen out com-
pletely or had to spend more money than they could af-
ford, because they had to use the new glamor medium to
build up enthusiasm in their sales and distributive organi-
zations or lose out in the market place.
Television has changed rapidly and very dramatically in
the last few years. If the same eight advertisers who" ac-
counted for one-third of the radio billing in 1948 were to
dominate television in the same way, they would need a
combined appropriation of over $300 million a year in-
stead of the $60 million they spent to dominate radio.
Obviously, even they cannot afford that kind of money.
Consequently, the alternating sponsorship that you are
all familiar with; consequently, the participating princi-
ple like NBC's Today, Home and Tonight, the magazine
concept. I believe that the same solution we applied to
black-and-white television can also be applied, and, in
fact, will be forcibly applied to color television. I think
that only the few big advertisers who can buy an hour's
worth of time a week and $150,000 worth of show and
broker it among four or five different products and divi-
sions will be able to afford color in the orthodox radio half-
hour and one-hour pattern. All the rest of the color pro-
grams, I think, will be sold on a participating basis, just
like Today.
In addition, we may have 10-second announcements, 20-
second and 30-second network announcements. We will
have available all-night spectaculars in color. We will also
have seasonal saturation campaigns which you can buy to
fit your marketing pattern. We may even have for sale
five-second color billboards which will compete, I think,
quite successfully with the 24-sheet outdoor billboards
which get about five seconds' notice as you drive by.
Now, the conservative advertising man will continue to
rebel at the idea of not owning his own television show.
What about the gratitude factor, he will keep saying until
the day he retires; what about the identification of the
star with his product?
Well, the gratitude factor must be analyzed thoroughly
before you get to know how much you really dislike it. The
philosophy behind the gratitude factor is that the audi-
ence, enjoying the show, will be moved by pure gratitude
to buy the product advertised, not by the persuasive copy,
not by the illuminating demonstration, not because they
are convinced, but because they are grateful.
That I submit is not a strong enough motivation to get
people to spend money. I submit that the advertising men
who cling to the gratitude factor don't have the courage
of their convictions that they can move people to buy with
logic and salesmanship.
On the other hand, identification of star with product
is a much more important and vital subject. The answer
to that one, for my money, lies in the one word, merchan-
dising. I think that the broadcast media got into some
pretty bad habits during the lush years of radio and dur-
ing the first standing-room-only years of television. We
kind of lost sight of the basic relationship between media
and the client. We were in such a strong position in the
networks that with virtually no time left to sell, we didn't
have to sell. We didn't have to help make the advertising
campaigns work. If we were able to make a time period
available to an advertiser, he was one of the lucky ones.
We had done him a big favor. From here on the success
of the campaign was his problem.
Well, I believe that color television is going to force back
into the awareness of networks and agencies and adver-
tisers alike the real importance of merchandising at point-
of-sale.
I believe that more and more of the big stars of tele-
vision will be giving their own commercials, lending their
own personal endorsements to give conviction to the ad-
vertising message. This is a healthy trend which I think
PAGE 40 wil1 continue as we go into high-cost color production. But
this endorsement by the star has got to be carried to its
logical conclusion to really pay off. Of what use is it to
spend hundreds of thousands and even millions of dol-
lars a year on advertising if, at what the Spanish call the
"Moment of Truth," the moment when the matador kills
the bull, the moment when the customer decides between
two competitive products, there is no visual reminder
which says "Buy this product. Remember, it is the one
George Gobel told you about."
If this opportunity is missed, the advertiser is only get-
ting part of the potential efficiency of the advertising cam-
paign. Television, and particularly color television, is
uniquely equipped to give glamor to point-of-sale mer-
chandising.
This then is the way I believe we will be able to sell
color television, regardless of how expensive it is. By sell-
ing it in participations, by broadening the base so that
even small advertisers will be able to take advantage of
the enormous consumer and point-of-sale impact of this
great medium.
How soon, you ask? Well, there are presently about 15,-
000 color sets in use. Nobody seems to be very much
interested in buying 15-inch sets at $500 apiece. However,
the 21-inch set is here. In addition, over 10 million black-
and-white sets will be five years old this year and getting
obsolescent. A lot of these owners will be sorely tempted
to spend the extra money to get color. RCA predicts that
by 1958 there will be 10 million color sets. I think this is a
conservative estimate. I think color sets will snowball.
Just wait until the baseball games are in full color, or
the football games, with the green grass and the bright
uniforms. You'll see them this fall.
All very well for 1958, you may say, but what of the
years between now and then. That is a tough one. The
period immediately at hand presents us with the same
problem identically that television had in black-and-white
in 1949. We had to sell advertisers on using television at
once rather than waiting for additional circulation, rather
than waiting until the slide-rule boys came back and said,
"Now it's a good buy." And just as in those days, those
who decide to wait for circulation, those who decide to
wait for cost-per- 1,000 are going to miss the boat, because
an advertiser's color television campaign will determine
more than anything else his share of the market in color
television homes. These will be the homes of the leaders
in each community whose influence is felt on down the
line. This is starting on a small scale now, and for those
companies which need effective advertising to survive, par-
ticularly packaged trademarked brand items, the time to
start color television is now, while color is still very much
of a conversation piece, and the place to get the money is
from management as extra budgets to insure that the
company learns how to use at once the most vital selling
force in history.
In addition, many such advertisers' success depends on
the elan, the spirit, the enthusiasm of his selling, dealer
and distributor organizations. The only way to win en-
thusiasm from his phlegmatic group who have long been
blase about contests and bonuses and big prizes is to do
something dramatic, exciting and new, and there is simply
nothing more dramatic and exciting and new than color
television, and companies who have used it and those who
will use it are finding out how effective this kind of en-
thusiasm can be.
Far-sighted advertising men recognize that color tele-
vision will make new leaders in many categories of mar-
keting. Black-and-white has already changed some white-
chip products into the bluest of the blue. Whoever heard
of Hazel Bishop five years ago? And color television will
accelerate this change of leadership to the detriment of
the big conservative companies who stand back from the
new medium because it looks like an expensive luxury.
So my position is a very simple one. I think color tele-
vision is coming, and coming fast. I think it will be ex-
pensive. I think the expense will be worth it. I think that
(g2j
TIMEBUYING
BASICS
color television will be Bold primarily on I participating
basis. I think that the smart media men amongst the
advertising agencies recognize that in color television. Jusl
as to a certain extent it is true in black-and-white tele-
vision, the Important thing la not the cost; the important
thing is not even the cost-per-1,000; the important thing
is the cost-per-sale.
QUESTIONS AND ANSVWIO
Q. Will advertisers be able to use one half or a full hour's
time on television time in black-and-white and still have
their commercials in color, or will the webs force full
color programing?
A. (From Bob Foreman' I am not competent to say
what the webs will force. However, I am fairly sure there
will be colored commercials in many black-and-white
shows, because for that little bit of difference in the com-
mercial you can reach the people who have color sets with
color copy and do a better job on them, while your show is
in black-and-white. I cannot see any reason during this
transition stage why we wouldn't have commercials in
color ahead of a lot of color programing. I don't know
what your rule would be. I doubt if you would be faced
with that problem.
(From Dick Pinkham) We are not going to force any-
body.
Q. Why are there still so many good black and white
movies?
A. <From Bob Foreman ) Well, in the first place, I would
draw no conclusion whatsoever about the advertising busi-
ness from what I see, from what you see, or all of us see in
large-screen motion pictures. In the first place, there
are very many fewer in black-and-white. If you have
noticed it, the trend is to color today in the big-screen
releases. You are going to see more and more of it as
television moves into color. They are going to be forced
to do it. However, there is nothing comparable, because
you don't have commercials in big-screen releases, and the
commercials are the things that a sponsor is spending
money for. Therefore, he will want to get into color.
Q. Why has color set production failed to reach pre-
dicted figures?
A. (From Dick Pinkham) I am no engineer. My connec-
tion with RCA is a tenuous one, even temporary. I think
the main problem is a production problem in that in the
color tube the rejections ran as high as 66 %. In other
words, one out of three is good enough to include in the
set, the other two have to be thrown away. As soon as that
bug is successfully ironed out, which, I understand, is hap-
pening in the new 21 -inch tube, then they will be coming
off the production line a lot more quickly.
Q. What additional charges will be made for color fa-
cilities?
A. (From Dick Pinkham) From a network point of view,
the basic additional cost is in the facilities. The line cost
for color television, the actual cable, is very little more.
The costs of production, its facility costs, depend so heav-
ily on the show itself. Some shows will be almost the same
price production-wise as in black-and-white, others like
the Hit Parade, which is a classic example, will be very
expensive from the color point of view, running as high
as 25 <7 more. So that when you average it out time-and-
talent, the total increase will be about 1C;.
Somebody who spends $1 million in black-and-white can
have the same campaign in color for about $1,100,000.
quency, too I don't think i i ike
that ah i know is that there will
and the cost will be higher Bo you will b
frequency to achieve what you did before n •• •■ i
the other i -uy moves In, you are going to have to step up
your old frequency, and the ral race begin ai
Q. Will they increase the commercial time pel bOUl
help reduce the cost -per- 1.000?
A. 'From Dick Pinkham I I do not think the numbe:
commercial minutes per hour will be increased. All •
pressure L In the other direction After all, :
are at the mercy of the affiliated . tations. They are VI
very adamant on that point. I think they will stay the
ame aa far as color television is concerned.
Q. What are the all-night spectaculars you mentioned
earlier. Dick?
A. (From Dick Pinkham) I believe that we will get away
from predictable schedules eventually, and something like
this mieht occur: that every night of the week t
assigned to a different producer. You mi<:ht have LHand
Hayward on Monday, Josh Logan on Tuesday, Max Lieb-
man on Wednesday, and a lot of people's names who
haven't come up as yet. On Monday ni- ht the advertisers
would have enough faith in Leland Hayward's ability to
attract a big audience just as they have enoueh faith in
the editor of the Saturday Eveni»u Post to attract a big
audience. So they would buy into Monday ni -ht without
even knowing what the program is going to be. It mi
be something like this. The first 11 minutes mieht be
ton Berle. the next hour and a half micht be the Sad:
Wells Ballet, followed by a prize fight. The following
Monday nieht it might be a bullfight in color direct from
Madrid, followed by a dramatic show, followed by Meet*
the Press. You wouldn't know from week to week. These,
I submit, would be spectaculars in color.
Q. Do you believe that the traditional package designs
will be changed to benefit by color television?
A. (From Bob Foreman) Yes, definitely, because there
has been a tremendous change made since black-and-white
television came into the picture. I can remember six years
ago when we had a package with 16 lines of type telling
you how to use it on the front of the carton, and the name
was in a thin script that couldn't be picked up. We
changed it. Certainly, in color the same thing will happen.
You are going to have to do an awful lot of playing around
with your packages to accommodate color television just
as we did in black-and-white, and even more so. * * *
Reprints of Tinteniining Basics will he
available at $2 eai'h. Quantity
prices on request. Address Sponsor
Services Inc. at 10 E. If)th St..
Voir York 17. V. V. Other reprints
Q. Will the added impact of color television permit the
advertiser to have less frequency in television and still
maintain his competitive marketing position?
A. (From Bob Foreman) Well, it depends. If his com-
petitor moves into color, then you have to up your fre-
availahle: TV. Film and Radio Basics
PAGE 41
HI880CK.TEWS
market vie
KDUB-TV
'(MAXIMUM)
•602,900,000 POTENTIAL CUSTOMERS
$1,021,361,000 ANN. BUYING INCOME
$685,156,000 ANNUAL RETAIL SALES
The Lubbock market, consisting of thirty-eight oil
end cotton-rich counties, is COMPLETELY covered
by KDUB-TV. Channel 13's tremendous power in-
crease combined with Lubbock's rapid growth
gives you these increases over lost years cover-
age data:
•Population up — 156,200
Retoil Sales up - $137,492,000
Buying Income vp — $265,622,000
"MORE VIEWERS PER DOLLAR THAN ANY OTHER
TEXAS TELEVISION"
•S.M. 1955
KDUB-TV
LUBBOCK, TEXAS
NATIONAL REPRESENTATIVES: AVERYKNODEl, INC.
PRESIDENT AND GEN. MGR., W. D. "DUB" ROGERS
GEORGE COLLIE, NAT'l. SALES MGR.
REP ADVICE
{Continued from page 53)
vision continues its unprecedented,
fabulous development as the most ef-
fective advertising medium yet devel-
oped, and the advent of color on a
wider basis this fall will give new ac-
celeration to this phenomenon. Radio
is being rediscovered as the most eco-
nomical and highly efficient mass me-
dium.
By contrast, print costs continue to
rise and their values to fall. If sub-
jected to measurements half as critical
as those applied to the broadcast me-
dia, I doubt if half the print campaigns
now running could survive.
My best fall buying tip to adver-
tisers, therefore, would be to put their
promotional dollars where they will go
farthest — in radio — and where they
will be most effective — in television.
Scott Donahue, sales manager for tv,
The Katz Agency: Alert agencies can
improve their clients' positions by se-
curing approval of tv markets, budgets
and commercials before August for
fall placements. In past years most
buyers of fall tv time have scrambled
for their schedules simultaneously
from August to mid-September, pro-
ducing delays and compromises in
clearances and confirmations. While
the 30-day confirmation rule is partly
responsible for this congestion, there
are two steps that can be taken by
agencies to improve their fall time-
buying effectiveness:
1. Make definite budget provisions
for advance starting dates. The ability
to advance a starting date by as little
as two weeks can make an enormous
difference in the quality of the sched-
ule obtained when buying competition
is heavy.
2. Let the representative know in
advance when you are going to buy
and what you intend to buy. The rep-
resentative can alert his stations to
your upcoming needs and both will
have a chance to watch for opportuni-
ties to fill your prescription. While
no concrete "priorities" can be offered
in most cases, advance information to
the representative of what you want
and when you will want it will pay off
in better results for the advertiser.
Sidney J. Wolf, president, Keystone
Broadcasting System: Recently one of
our clients conducted a survey in Key-
COVER
LOS ANGELES
Use Spanish Radio
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KWKW
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V Spanish Language
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New York — Richard O'Connell, Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
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FROM DAWN TO DUSK
STUDIOS & OFFICES AT
FULTON, MISSOURI
Represented Nationally By
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■tone towns. This survej revealed that
people listen to th<i r borne town sta-
tion and depend on it for sews, local
events, and mi. rtainment
This stud) showed thai ratings in
our type of markets averaged 13.4 in
multiple station markets, and that in
single station markets, these rating!
actuall] rose to an average of 19.1.
All of tin- stations surveyed were with-
in i\ covei age areas.
I bis stud] is available to advertis-
ers and tluir agencies.
Rafter. Meeker, president, Robert
Meeker fasoc.: An often quoted re-
mark of Mark Twain's was t<> the effect
that everyone talks about the weather,
liit aobod) does anything about it.
\\ illi all respect to the thousands of
words written, spoken and quoted re-
cently about the fundamental value of
radio, not enough agency people have
put their opinions into radio contracts.
Quoting again — and who doesn't —
Emerson once said that reform never
becomes general until it becomes a
private opinion. When buyers of ra-
dio time become privately convinced
of the tremendous sales value of radio,
they will start again to translate it into
orders. Theory is wonderful — but or-
ders are better. The faith that indus-
try once had in radio years ago, and
the sales volume that radio created,
made it possible for this same industry
to have enough money available today
to invest it in radio's younger brother,
television. The golden egg that radio
put — not laid — in the nest is being
hatched today. But never forget that
where there's an egg, there was a
rooster.
There is little need of giving tips on
television spot buying today — it is a
problem only of getting acceptable
time.
Tom MvFttdden, v.p.-director, NBC
spot sales: During 1955-56, more tv
stations and advertisers will be using
eight-second station I.D.'s. The advan-
tages offered by the eight-second I.I),
over the conventional 10-second shared
announcement are many: The audi-
ence's attention is focused exclusively
on the advertiser's message; greater
flexibility of art work: and lower pro-
duction costs. A new specifications
book, soon to be issued by NBC Spot
Sales, will provide full details.
Further, many more advertisers will
be saturating close to 100% of their
prospective customers by taking ad-
Portland Grad Works in Film
Ever »lnrr hi* p radii al Ion from N..r 1 d v. » l
Radio i I. I-*. M.n School'* Portland Btssttaf
nln«- month* OfO, * »lto A Urn ha- b— ■ ork-
lOg .,, I ilm llinr.tor for \* k N \ - I \ In
■T, M i< hiuan.
Broadcasters, sajanelao, and productftoa
eoBBpanlai all aras Ism country art* lading
I Illinois', |»r of r-.-lonally-t rained gradualm
liUr Olio arr Mtring lli.rn botll BMaOJ and
linn . Lai BJ help you by rrfrrring qualified
paopls to > mi v. ill. loniph tr tit-tail*, a - tlir>
fit your «pc< ifir nerd.
There'* no rharce. of BSTSa, and we as-
mrs ^<»«i «>f prompt, porional attention.
Write or rail rollrrt. John Illrrrl, Nurih-
•resl EUdlo antl l.l.,, ,,.n School, 122] V W*
21»t Am.. Portland 9, Orogon,
We have schools in Hollywood,
Chicago, Washington, D. C. and Port-
land.
Box 141 - Spokane, Wash
11 JULY 1955
293
the
big
look
is
to
kbis
bakersfield
California
970
DOMINATING CALIFORNIA'S
SOUTHERN SAN JOAQUIN VALLEY
WITH POPULAR MUSIC AND NEWS
24 HOURS A DAYI
representatives:
SAN FRANCISCO DAREN McCAVREN
NEW YORK
CHICACO
ST. LOUIS
LOS ANCELES
ADAM YOUNC |R.
vantage of the tremendous cumulative
audiences which spot radio offers.
Saturation advertising will become the
basic buying pattern; the days of the
two or five announcements per week
buying pattern are definitely gone.
John E. Pearson, John E. Pearson
Co.: I suggest that advertisers and
agencies take a good, long look at
local personality programs on all sta-
tions. Surveys show that this local
programing far out-pulls the network.
However, I would recommend that
these local personalities be considered
in all time segments. The 7-8:00 a.m.
slot is not the only high tune-in period
on radio. Radio costs are low in com-
parison to rates for other media. Ad-
vertisers should consider using radio
with great frequency, since they can
do this with a limited budget.
Frequently, advertisers restrict them-
selves to the use of minute announce-
• •••••••
"Broadcasting is a force in its com-
munity, not alone because it delivers
the news, and fair comment upon it,
not only because it entertains and edu-
cates, but also because it has a con-
science that is in tune with its home
town. Any broadcaster who places a
higher value upon economic progress
than upon that 'conscience with the
community' will not prosper very long."
HAL FELLOWS
President
1SARTB
• •••••••
ments. They overlook the great po-
tential of program buys. Personality
shows can be bought on most stations
in five-, 10- or 15-minute segments.
The five-minute newscast too is an out-
standing buy. A check of most rate
cards will prove that a five-minute
newscast can be bought for only slight-
ly more than a minute announcement,
and the impact and merchandising
possibilities are infinitely greater.
Lloyd G. Venord, president Venard,
Rintoul & McConnell: In time of pros-
perity, advertising dollars compete not
only with competitive products but for
dollars that might be spent for other
items. Therefore, market study is in-
creasingly important. Rely increasing-
ly on district sales managers and food
brokers for market conditions as well
as for relative strength of tv and am
stations in markets. District sales man-
agers know market conditions and sta-
tion dominance six to eight months
ahead of published surveys. Decline
of network station popularity and in-
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University City
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• n lasing Dumber of t\ stations plus
switching <>f networks in iv requires
real market analysis nol from l>o«ik-
hut froiii tin- market itself.
»i uthr Wmikmr, preeidenl Walkei
Representation I o. : M\ suggested
"buying t ■ | > is to radio station own-
era. I suggest the) don't "buy" net-
work encroachmenl in national — j » « »t
Bales, Fall appropriations will be f:ood.
How much of them go to the stations
rests entire!) with the stations. No sta-
tion <'.m have its cake and let tin- net-
works eat it.
I hope tv stations never "buy" the
idea <>f becoming an nutlet for net-
work encroachment in national spot.
["here's no sense in giving awa) what
the) used to sell.
J. J. Weed, president. Weed Tele-
vision Corp.: Radio and television are
both tremendously powerful media. In
spite of the fact that they both use
the magic of electronics to reach the
puMic, they are very different from
each other. They are different in their
impact upon the listener or viewer,
they are different in the techniques
which must be used to secure the best
results and they certainly vary in cost.
My suggestion, therefore, is that ad-
vertisers and their agencies separate
radio and television in their thinking,
look to each for the type of results
each individually is uniquely capable
of and plan their advertising approach
and expenditure accordingly.
Adam J. Young, Jr., president.
Adam J. Young, Jr. : The best buying
tip I can pass on to accounts for this
fall's buying is to make plans well in
advance of the starting date. It ap-
pears that the more important tele-
vision and radio stations are going to
have very tight schedules during the
coming fall season and I believe the
advertisers who get in there first are
going to be able to do better than
those who wait too long.
I think that most advertisers and
agency people realize how difficult it
i- going to be to buy good television
time during the coming fall but I
strongly suspect that few realize that
it is going to be almost as tough to
buy good radio time.
My advice, therefore, i- to make
plans early and buy time as early as
the stations will accept orders. * * *
Muncie,
tkcKotioit!
AT
31 12 hours per week
Muncie is 1st
in the nation in
HOURS PER WEEK
SPENT VIEWING TV
WLBCTV is 1st
choice in
MUNCIE FOR
TV VIEWING
They really go for TV in Mun-
cie as proven in a recent na-
tion-wide survey made in 34
cities by the American Research
Bureau. The average Muncie
family spends 31 Vi hours per
week watching television . . .
more hours per week than any
other city I WLBC-TV leads in
Muncie according to the No-
vember A.R.B. Report, telecast-
ing from 7 A.M. to 11:30 P.M.
CBS-NBC-DUMONT-ABC NETWORKS
CHANNEL
MUNCIE, INDIANA
11 JULY 1955
295
WSAU-Tv
WAUSAU, WISCONSIN
ABC • DuMont
CHANNEL 7
100,009 watts
1,921ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
Represented by
MEEKER, TV.
New York, Chi., Los Angeles, San Fran.
Stockholders Include
RADIO STATIONS:
WSAU - WFHR - WATK
NEWSPAPERS:
Wausau Daily Record-Herald
Marshficld News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
NETWORK ADVICE
[Continued from page 48)
these broadcasts is spectacular. Other
clients, on the other hand, still choose
to buy radio by the hour or half hour,
in order to create a special atmosphere
in which to do their selling. This was
one of the major considerations be-
hind the new Woolworth Hour on CBS
Radio Sunday afternoons.
In radio, as in any medium, the ad-
vertiser must interest the customer,
and this means having good commer-
cials as well as good programs. Grant-
ed, radio is inexpensive. But this is
no reason for commercials to be in-
expensive. They should be every bit
as imaginative as those prepared for
the most costly television program.
They should be as carefully written as
those prepared for the most expensive
lour-color magazine spread.
The major trend in selling today
seems to be diversity. It is no longer
fashionable, or even practicable, to
concentrate on one medium at the ex-
pense of others. We have been accus-
tomed to thinking of the automobile
companies, for example, as "newspaper
advertisers." Yet today all the major
manufacturers are represented not just
in newspapers but in magazines, tele-
vision and in network radio. Even ad-
vertisers who have literally built their
companies in one medium, today are
beginning to branch out. Hazel Bishop
created one of the nation's largest cos-
metic firms by using virtually nothing
but television. Today, they have be-
gun spreading into other media, and
it is significant that they have not
overlooked network radio. Beginning
this summer, they will be on CBS Ra-
dio nearly an hour every week.
RADIO
A
Thomas F. O'iVeil, president, MBS:
The coming season will find radio en-
tering a new phase of selling and pro-
graming. The trend — and it is quite
obvious — is toward multiple broad-
casts and shorter time period pur-
chases. Actually the most popular cate-
gories, according to a recent survey
of advertisers include the 15-minute
broadcast, accounting for 52% of all
segments sold; the five-minute broad-
cast, accounting for 21% of all seg-
ments sold, and the five-minute par-
ticipations, a newcomer to network
{Please turn to page 300)
NORMAN BOGGS
V.P. in charge of sales
Don Lee Broadcasting System
LIKE MOST
"Newsworthy"
BROADCASTING
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strange, strange story of two 52 week contracts
by Norm Glenn
To begin with, this is a true story. And this is exactly how it
happened— so help me.
I was sitting in a stuffy hotel room in the French Lick Hotel,
French Lick, Indiana, listening to Todd Storz, Bob Enoch, Chuck
Balthorpe and other members of the AIMS group of independent
stations exchange chatter, ideas, and jokes. Came a lull in the conver-
sation and Larry Reilly, WTXL, Springfield, said : "I guess I shouldn't
lay myself open like this, but I sure want to thank Norm Glenn for a
fat 52-week contract from Household Finance."
Suddenly I was all ears. "Who, me?" I asked.
"Well, SPONSOR anyway," said Larry. "My last ad was clipped
from the magazine by the client and he showed it to me when he came
to Springfield. The contract he gave me totaled $2600."
"I'll double that," said Sherm Marshall, WOLF, Syracuse. "The
same guy clipped my page from SPONSOR and signed up for 52
weeks. Only my contract came to $5200."
"Honest, fellers?" I asked.
"Honest," said Larry and Sherm.
"Nobody will believe this gold-dust-twin story," said I.
"Do you want my affidavit?" said Sherm.
"No," I said, "a letter will do."
Trade paper advertising is often regarded as an "intangible"
purchase. But, WTXL, WOLF, KBTV, KPQ, WPAL and many other
tv and radio stations will argue the point — at least with re-
spect to SPONSOR, The magazine radio and tv advertisers use.
I'490 ■ ks
'/IB,
Pt , **/>o,
£4e
«4^* •
•*iO
"5£ **«?•'
RADIO AND TV ADVERTISERS USE
gets "tangible" evidence from everywhere
730
from Pat O'Hallorav
in Wenatchee, Washington
T
,. ...— r
ri..i *"• •- ^ ,.t.r.* 1^. » •jTJri* i*"v>**
■Ol#
■
""/< „
>>
""" '. 19J5
.14 r~ « '~' "
"•w Ed 1
£2, if^r low ,
"u> ** •« ... .
<"»»c
"«■'/
Mw Lonny Moore
Charleston. South Carolina
L
Sll*«f»4>
/row /oe Herold
in Denver
Rockford, III.
second largest
machine tool center
in the nation
10th annual
Consumer Anaylsis }
Survey
DISTRIBUTION OF
LISTENERS
Results:
WROS< 25.6%
Station B ]3 50/
WROK
has twice as many listeners
as Rockford's #2 station
"Illinois Research & Surrey in co-
'rdlnation with nii„ois DaiIv K
»■'"•'<- Markets and Winnebago News-
Dapers, Inc.
M.-
ABC
AFFILIATE
Full Time for
more than 30 years
John J. Dixon
Gen. Mgr.
N-R
Natl. Rep*.
selling which accounts for 12%.
A few months ago we made a six-
figure investment with the J. A. Ward
research organization in one of the
most amhitious research projects ever
undertaken by a single network. Its
basic theme was to study people and
their listening habits. We sought the
answer to "How Typical Americans
Spend Their Day." We wanted to
know how many people listened to ra-
dio each day, how long they listened,
and where? Also how much of this
listening was in the car, how much in
the kitchen, the living room and when
were the best times to reach them in
each of these locations.
The findings proved astounding. We
discovered that in a typical day 77,-
568.000 different people listen to their
radios. And their listening habits have
taken on new significance.
Radio today is a concurrent activity,
done while the listener is driving —
• ••*••••
"The war between copy and research,
which goes back to the 1930's, has cost
advertisers millions and millions of dol-
lars and has kept the advertising pro-
fession from reaching its proper level
of performance. Peace and a new kind
of cooperation are being achieved and
should be speeded up for the good of
all. Three things are behind this: 1)
motivational research instead of "opin-
ion" research; 2) a new kind of com-
munications research and 3) the activa-
tion of research and copy planning
committees inside the agencv."
ALFRED j. SEAMAN
Executive V.P. & Creative Director
Compton Advertising
ISetc York
*•••••••
cooking — making up the beds — or,
tven making up the marketing list.
Actually, more listening is done in the
morning in the kitchen than in any
other place. And this new style of
listening is no longer done all at once
— in the same half hour. You can no
longer reach as many people through
radio at a specific hour as was possi-
ble in pre-television times — but within
the average day you can reach more
than 50% of all Americans.
And that is the prime reason for the
growth and success of scatter programs
in radio today. We, at Mutual, have
found the answer to cope with this
phenomenon. Flexibility of time buys
is the keyword at Mutual. We can
help an advertiser reach the class of
people he wants to reach — and at the
proper hour, too. We look forward to
prosperous years by meeting each new
problem each new day in a new and
challenging way. * * *
II o \\
MAXIMUM
POWER
IOO.OOO
SPONSOR
KROD-TV
CHANNEL 4
EL PASO
CBS
TEXAS
DUMONT - ABC
AFFILIATED with KROD-600 kc (5000*
Owned 0 Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
When you buy
KLX
you buy the entire
$3 BILLION
San Francisco bay
area market!
IN THE EAST:
Grant Webb & Co.
New York, 270 Park Ave.
Murray Hill 8-4254
Chicago. 69 W. Washington
State 2-3155
Detroit, 600 Woodward Ave
Woodward 1-8290
IN THE WEST:
Tracy Moore & Assoc
Los Angeles,
6381 Hollywood Blvd
Hollywood 2-2351
San Francisco,
607 Market St.
Garfield 1-0426
OR CONTACT KLX OFFICES:
Tribune Tower
Oakland
GLencourt 1-0660
Monadnock Bldg.
San Francisco
EXbrook 2-5790
Bud Foster, General Manager
BRIEFLY
Tin- size .mil wealth of Texas sre
wide!) discussed but Infrequently doc-
umented. \\ I \ \. Dallas, has s 90-
page brochure designed to l'<;ir <>ut
Nmtli [exas* contentions of wealth and
prestige w i 1 1 1 pictures of Dallas and
some til its newest buildings.
• • •
\ new group has been formed in the
i\ industr) devoted to producing l>ft-
iii shows through more thorough
knowledge of the lighting problems
that are presenl in the trade The So-
• ici\ of Tele\ i-ion l.i^hiiiiL' Directors,
with headquarters in New York, has
a membership of over ''!'• network
Lighting directors from tin- three ma-
jor networks. The Societ) will set
Standards, disCUSS new equipment. e\-
change views on various problems in
their realm, publish pamphlets.
• • •
The latest promotion on its \\a\ to
admen b) KNX, Los Angeles, is also
designed to he their hottest. A ther-
mometer, with the temperature scale
drawing attention to 84 degrees, points
lip the station's claim that 84 fc of the
radio families in the Metropolitan
Los Angeles area listen to KIS'X in the
course of a week. A series of illus-
trations on the thermometer card also
draw- attention to other high spots of
KNX's coverage.
» » »
Radio strength and coverage figures
have heen expressed in nearly every
pofsihle dimension, but Nashville's
\\ SM has come up with a new-
measurement. WSM covers 250,000
gourds, according to Farm Director
John McDonald.
When McDonald found that the fa-
miliar gourds that once were common
in almost every home were now some-
thing of a rarity, he got a supply of
the seeds together and then offered
them to his listener- Accordingly,
listeners to McDonald's Noontime
Veighbors sent in for the seeds which
the station reports will result in the
harvest of 250,000 gourds this \ear.
» » *
\\ hen San Antonio golfer Joe Con-
rad won the British Amateur Coif
Championship, KITE New- Director
Coit Butler had a phone interview with
Conrad on the air in less than an hour.
KITE's -peed in reaching Conrad was
understandable since it was the first
time that a Texan had ever won the
Championship, though it had been won
h\ Americans nine times previously.
"«• *^.w
i1 HAVfln
LOOKED UP/
SPECIALIZED NEGRO
PROGRAMMING
With 100% Negro progromming pt<-
icnnel, KPRS it effectively directing
the buying Kabitt of ilt vott, faithful
oudience. Your tolet mrttoge voitii
neither lime nor money in nothing
th» heart of itt "preferred" market.
Buying time on KPRS it libo buying the
the only radio ttotion in a community
«F 118.000 active protpectt.
1,000 W. 1590 KC.
KPRS
KANSAS CITY. MISSOURI
for avaiiabiJiriei call Humboldt 3100
Repreiented Netienilly ky-
Jeirph Htrtkey McCilUre. Inc.
there's an
AIMS station
in the market-
it's the BEST
INDEPENDENT!
Boston
Clevelond
Dallas
Denver
Des Moines
Evanston, III.
Evansville , Ind.
Houston
Indianapolis
Jackson/ Miss.
Konsas City
Huntington, II.
Louisville
Milwaukee
WCOP
WDOK
KUF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXLW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaha
Portland.Ore.
San Antonio
San Francisco
Seattle
Springfi-.
Stockton ,Col.
Syracuse
Tulsa
Wichita ,Kon.
Worcester,Masv
WTIX
WINS
KOWH
KXl
KITE
KYA
KOI
WTXL
KSTN
WOLF
KFMJ
KWBB
WNEB
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
CKXL
CKNW
» Membership
by invitation
only
RADIO GROUP
11 JULY 1955
301
KTVH IS THE "BIG ONE"
IN THE WICHITA AREA
Strong CBS shows, plus high-interest local
programming (day and night), put KTVH first
in Wichita, Hutchinson, and the entire Central
Kansas area. Pulse (March 1955) and ARB
show KTVH first, by far! WINDY says, "To be
a big ONE, join a big ONE."
KTVH
HUTCHINSON
ADVERTISERS' INDEX
I
VHF
240,000
WATTS
CBS BASIC— DUMONT
^CHANNEL
12
RoprtienKd Nolionolly by H-R R«preienlolivei, Inc.
KTVH, pioneer station in rich Central
Kansas, serves more than 14 important
communities besides Wichita. Main
office and studios in Hutchinson; office
and studio in Wichita (Hotel Lassen).
Howard O. Peterson, General Manager.
FIRST
PUEBLO
COLORADO
KKIV
CHANNEL 11
FIRST IN
COLORADO
SPRINGS, TOO
Covering Colorado Springs and Pueblo
for CBS, ABC, and DuMonl
television networks
NATIONAL SALES OFFICE
KKTV, PUEBLO, COLORADO
Repreiented by CEO. P. HOUINGBERY
A.BC Film _
AIMS
Air Trails
ASCAP
Assoc. Press
BBDO _
BMI _
Brinkerhoff. & Williams
CBS Radio Net
CBS TV Net
Sam Evans Prod _
Free & Peters
Georgia Trio
142-143
301
liarklic.ll.-, 160-161
279
7
179
no
2(12-203
_ 8-9
_ _ 294
38-39
_ _ 181
Guild Films 1«-149
KX.ii; TV. Valley City, X. Dak.
KX.ll: TV Valley City, X. l»ak.
K'Xi.A, Pasadena
KYTV, Springfield, Mo.
WABT, Birmingham
WAFB TV, Baton Rouge ..
WAGA, At lama
WAVE TV, Louisville .
WliA M. Montgomery
Harrington,
H-U Heps
Keystone
Kudner
Don Lee _.
MCA TV _
Righter & Parsons.
MeCann-Erickson
McClatchy
Meredith
Mid-Continent ....
NBC TV Net
NWTV __
Pearson
Petry
Precision Film _
Pulse
62
67
197
13
157
.136-137
-14-15
193
2 4.".
22
ss-S't
293
182
FC
.-.. _ 147
_ 101
Raeburn 296
Ray & Berger _ _.. 78
RCA Equip 141
Screen Gems 132
Song Ads _ . in
Stars 178
Steinman 3
Storer 224-225
Studio Films 34-35
TPA _ __ .80, 84, 97, 103
Westinghouse 212-213
Young & Rubicam 17
CKLW, Detroit
CKWX, Vancouver .
KBET TV, Sacramento _
KB1G, Hollywood
KlilS, Bakersfield
KCBS, San Francisco _
i\> .uC TV, Texarkana
KCOR, San Antonio
KDUB TV, Lubbock
KEDD TV, Wichita, Kans.
KELQ TV, Sioux Falls
KFAB, Omaha
KFAL, Fulton, Mo.
KFMB TV, San Diego
KFRC, San Francisco
KGA, Spokane
KGNC, Amarillo
KGUL TV, Galveston
KGVO TV, Missoula
KHJ, Los Angeles
Kilol, TV, Kearney, Xebr. ..
KIEM, Eureka, Calif
KIXG TV, Seattle
KKTV, Colorado Springs
KLX, Oakland
KMA, Shenandoa, Iowa
KM1*.<\ Kansas City, Mo
KMTV, Omaha, Nebr.
KNUZ, Houston
KOA, Denver
KOAT TV, Albuquerque
KOIL, Omaha
KPHO, Phoenix
KPQ, Wenatchee _
KI'US, Kansas City, Mo _
Kl'TV, Portland, Ore.
KRIZ, Phoenix ...175,
KENT TV Des Moines
KROD TV, El Paso
KRON TV, San Francisco
KSAX, San Francisco
KSl'.W TV. Salinas
KSD-TV, St. Louis _ - — -
KSIK). San Diego — — -
KSL, Salt Lake City — .
KSL TV, Salt Lake City
KSLA TV, Shreveport
KSTN, Stockton, Calif. —
KSTP TV. St. Paul — -
KSTT. Davenport, Iowa _
KTBC TV, Austin
KTI'.S TV. Shreveport
KTHS. Little Rock __
TV, Tacoma
TV, Houston
San Antonio
KTXT
K t i ; K
KTSA,
KTVH.
KTVW
Is T X 1 .
Hutchinson. Kans
Tacoma. Wash.
TV, San Angelo, Tex.
K\'< iD TV, Denver
WBAY, Green Bay, Wis.
WBEN TV, Buffalo
WBNS, Columbus, O.
wi'.'iw. Terre Haute
WBZ (Westinghouse), Boston
WCAO, Baltimore
WCHS TV. Charleston, S. C. _
WCSH TV, Portland, Me
WCUE, Akron .
WDBJ, Roanoke
WDEF, Chattanooga .
WHIA, Memphis
WEI-IT TV, Henderson
WFAA, Dallas _
WFAA TV. Dallas
WFBL, Syracuse
WPBM TV, Indianapolis
wfmy TV, Greensboro
WGN TV, Chicago
WGR, Buffalo
WHAM, Rochester
WHBF, Rock Island
WHIO TV. Dayton .
WHO, Des Moines
WHTN TV, Huntington, W. Va. .. 70
WIBW, Topeka, Kans. 178
WIBW TV, Topeka _ 259
WICS TV, Springfield, 111 81
WICU, Erie . 121
WILK TV. Wilkes-Barre 93
W1X-T, Fort Wayne 108
WliUi TV, Miami _ 164
241
169
123
6
294
29
41
289
292
110
111
19
293
125
157
293
273
42
295
157
1H4
303
40
302
301
ITT.
BC
. 106
. 174
. 199
235
1ST
177
. 176
. 301
. 227
17'.'
29
301
77
168
30
117
16
173
72
74
292
14.-.
164
l.-.l
253
107
98
23 7
3H2
82
112
100
89
294
300
102
IS
231
277
i7<;
281
...... 83
162
303
158-0.-59
10
255
68
169
172
172
257
295
189
71
163
243
267
109
167
263
177
249
25
WH'K, Tampa
WIP, Philadelphia .
WISH TV, Indianapolis
WITH, Baltimore
WJAC TV, Johnstown
WJBK, Detroit .....
WJBK TV, Detroit
WJR, Detroit
WKBT, La Crosse
WKBX, Youngstown ...
WKMI, Kalamazoo
VVKOW, Madison, Wis.
WKY TV. Oklahoma City
WKZO, Kalamazoo ...
WLAC, Nashville
WLAC TV, Nashville
WLBC TV. Muncie
WLS, Chicago
219
239
251
33
102
233
229
215
108
174
261
168
129
269
152
139
108
293
WMAi; TV. Baltimore .. ... 32
WMBG, Richmond IFC
WMBV TV. Marinette, Wis. 85
WMCT, Memphis 223
WMGY, Montgomery ......... 180
WMT, Cedar Rapids _
W.sAX. Yankton, S. Dak. .
WNBQ, Chicago
WNDU TV, South Bend
WNHC TV, Xew Haven
WOI TV, Ames, Iowa
WOKY, Milwaukee
WOLF, Syracuse
11
165
na
37
247
271
166
207
217
208
105
WOOD TV, Grand Rapids
WOW, Omaha
WOW TV, (imaha
WPEN, Philadelphia _
WPRO, Providence 27:.
WRC, Washington, D. C. 191
WRCA, New York 287
WREN, Topeka 166
WREX TV, Rockford 283
WRGB. Schenectady _ .. 79
WROK, Pock Island 300
WSA1 TV Wausau, Wis ..... 296
WSB TV, Atlanta 285
WSBT TV, South Bend ...
YYSFA TV, Montgomery
WSJS TV, Winston-Salem
ws.M TV, Nashville
WSoK. Nashville
WSPD, Toledo
WTIC, Hartford —
WTOP Washington, 1' C.
WTRF TV, Wheeling. W. Va.
WTTV, Bloomington _
WTYW. Milwaukee
WTXI.. Springfield. Mass.
WVEC TV, Hamilton. Va.
WWDC, Washington, D. C. -
ww.i Detroil
WXIX. Milwaukee
... 20-21
... 76
31
..... 219
221
195
2S
127
73
...... 69
201
81, B5
..... 1BC
.... 265
. ...26-27
302
SPONSOR
40 EAST 49TH ST.
I Continued from poge 1- i
SEPARATE CONVENTIONS?
II. ,u man] stations Feel that thia
year's \ \li 1 1'- joint i onvention «>l ra-
dio ,m,| i,-|,.\ ision oughl to be the last
one and thai henceforth, our es-
teemed trad.' aaaociation should oper-
ate H\<> separate conventions one re-
stricted to radio only, the other to
(elev i — i * > n ?
The split of competition is now ob-
\ ions. The good <>l such conventions
is now divided, and with the increas-
ing emphasis being placed <>n t\. it is
high time the radio only interests bad
a meeting to themselves. . . .
Personally, we Bee no more reason
to attend an) future convention where
t\ dominates than to go into a motion
picture or newspaper publisher con-
vention. \\ '• have elected to follow the
radio onK course and know there are
mam others who would welcome a
fast-moving meeting of sales and pro-
gram and promotion ideas applicable
to radio.
Such a change is inevitable. The
question is, will the NARTB manage-
ment recognize it. before radio I -
the action?
\ 1 1 < I uh\ don't j on trade press peo-
ple gel behind a displa) of outstandin
radio station promotion ads, booklets,
etc., from evei j state. Perhaps a few
awards or recognition might stimulate
wider participation.
Stevi i ISLEH
President
k I //«'. San I ram ist <>
The CALir.-ORE.
TV TWINS
I/TFM CHANNEL 3
IML1T1 Eureka, Calif.
1/prC CHANNEL 5
A Dill) Med ford, Ore.
two markets
one billing
MARKET FACTS
POPULATION 291,906
FAMILIES 91,220
RETAIL SALES $378,018,000
CONSUMER SPEND-
ABLE INCOME .. $426,188,000
"The Calif.-Ore. TV TWINS bridge
the gap between San Francisco &
Portland with EXCLUSIVE VHF Cov-
erage on Channels 3 & 5."
for CALIF.-ORE. TV TWINS
call Don Telford, Gen. Mgr.
ask EfcSyfejSa nati0"al
^r^^^ representatives
COLOR PROGRESS
Sincere congratulations to the fier-
iii-\ Co. and WCHS-TN Fortheii vision
and courage in joining the ranks ol
tin- pioneer- of color t\. \\ lien \\ S \/-
T\ inaugurated color network servi e
in March, L954, there was a general
apathj «in the part of the public foi
this miraculous new development. We
have seen a heartening increase in in-
terest and response both within and
outside the industry since the o\ i-
whelming success of our Peter Pan
presentation both in monochrome and
color. When W SAZ-TV began local
color program originations in March
of this year it was with the hope that
this new service could be rapirilv made
available to the public in significant
numbers. Now with both stations
serving substantial half-a-million t\
homes with network and local film
color programs, the public will be the
greatest beneficiary.
We confidently expect the advent of
the new simplified circuit. 21-inch tube
color sets to achieve widespread public
acceptance by fall of this year. We
are confident that color tv will be in
general home use in 1956, with a sub-
sequent impact on the social and eco-
nomic structure of the nation that will
be phenomenal. Now that both major
tv outlets in this area have completed
the giant investments and complex
technical improvements necessarv to
originate color pictures, the public ma\
well be proud of this comprehensive
service. Between WCHS-T\ and
W S \Z-T\. it is likelv that there will
be available in the area 12 to 20 hours
of regularlv scheduled color program-
ing weeklv. before fall.
L. H. Rogers
/ ./'. & Gen Mgr.
\\ S f/.-TI
Huntington, 11 . la.
\\ |i< )\\
WBOW
WBOW
I93S
WBOW
1940
WBOW
1945
WBOW
1950
WBOW
1955
For 28 years your Growing Sales-
man in the Greater Wabash Valley
WBOW
1230 kc
NBC
250 w
TERRE HAUTE, IXD.
Always Pleasing
Always Serving
Always Selling
Ask
WEED & CO.
Thev Know the Story
11 JULY 1955
303
SPONSOR
SPEAKS_
Fall Facts Basics No. 9
When sponsor published Fall Facts
No. 1 back in 1947, it contained 68
pages and under 25,000 words. With
this ninth Fall Facts issue, sponsor
reaches a new record size of 304 pages
containing over 100,000 words.
This growth is a reflection of the
dynamic rise in importance of the air
media themselves over the past eight
years. Where radio in 1947 billed a
total of $506,400,000, radio and tv
together in 1954 billed $1,417,200,000
(by McCann-Erickson estimates). At
the same time the percent of total ad-
vertising dollars going to the air media
has risen almost 50'A between 1947
and 1954.
Fall Facts was designed to provide
advertisers and agencies with the over-
all briefing they need to make wise
fall buying decisions — and to serve
the year-'round as a desk-top manual
of the air media. The fact that it takes
four times as many pages to do the
job today is an index of the increasing
complexity as well as growth of the
air media.
It was out of a desire to cut through
the complexity that sponsor has
always taken a simple, down-to-earth
approach in Fall Facts. The question-
and-answer style was introduced in
1950 in order to pinpoint each topic
for readers. Radio Basics was intro-
duced in 1951 to give readers the
fundamental facts about radio, charted
and sorted for easiest understanding.
Television Basics followed in 1952 and
Film Basics in L954. With this issue
SPONSOR presents the completely new
Timebuying Basics, a 40,000-word
! k-within-a-book on timebuying.
The word basics so well expresses
the editorial objective of Fall Facts
that this year we decided the issue
should henceforth be called Fall Facts
Basics.
What's in Fall Facts Basics that you
must read now for immediate guid-
ance? We've asked sponsor's 10-man
staff, who've been hard at work pre-
paring Fall Facts Basics over the past
two months, to answer that question.
Each staff member who headed up re-
search and writing on individual rail
Facts Basics sections was assigned this
job: "Tell the readers — briefly — what's
in your section for them." In their
own words, this is the staff's report:
TELEVISION: "In researching tele-
vision, we had assumed that this year
would find spot buyers anticipating
an easier job clearing nighttime avail-
abilities. But it's apparent advertisers
who have had any such notion will be
in for a surprise. In fact, as our cover-
age of spot tv availabilities indicates
(page 641. advertisers will do well
to start buying earlier this year.
"Several reps point out that even
where plans for a campaign are not
quite set advertisers would be smart
to suggest that timebuyers notify reps
about the account's needs long in
advance.
"One conclusion we've reached, and
this seems quite important in planning
for the coming year, is that a major
national advertiser should not allow
the tight nighttime situation to hold
him back from planning a spot tv
campaign. The account ^with sub-
stantial, long-term plans will eventually
come up with the right kind of slots
even where the picture at night is
bleak for the smaller account with less
bargaining power.
"Advertisers who have been think-
ing about daytime, ought to be on the
alert to move fairly soon. There's
more interest in daytime spot.
"On the network front it seems
apparent to us that clients who have
network programs in prime time will
experience more impact this fall than
ever. Even more than in the early days
when people used to crowd around
sets, a dozen to a living room, and eat
you out of house and popcorn. Tell
your dealers to stock up. And tell
'em like you mean it if you have a
piece of the audience network tele-
\ ision will deliver this fall.
"We might point up for the readers
the fact that we have a complete chart
of the nighttime and daytime tele-
vision lineup for next fall (as far as it's
yet set I on pages 90-95. Useful for
both spot and network considerations."
RADIO: "A lot that's going to happen
this fall in spot radio is a culmination
of the things we've been reporting on
in sponsor over the past few years.
Our research in the past has shown
strong reasons for radio effectiveness.
Now many of the points we've been
making seem to be increasingly ac-
cepted and reflected in buying plans.
"Our conclusion is this: Admen will
do well to think about buying spot
radio a good deal earlier than last
year because more accounts are active
and availabilities are tighter. And
that's true of nighttime as well. There's
something of a nighttime rediscovery
trend running in fact.
"Network radio merits really close
study on the part of the advertiser
who has been putting his money into
other forms of air media over recent
years. This is a new medium. The
conventional pattern of half-hour show
sponsorship is almost non-existent.
Net radio today is a multi-unit and
smaller-unit buy. Maybe our enthu-
siasm is showing but we can't help but
think a lot of print budgets will get
a very careful screening alongside the
advantages this new network radio has
to show."
BASICS: "Television, Film and Radio
Basics have so much meat, all we can
say is: read 'em, file 'em, stuff 'em
under your desk blotter. When you
need the fundamental facts, they'll be
there. But the big new service in this
issue is Timebuving Basics.
"We took the perhaps 100,000
words that were spoken at the RTES
Timebuving and Selling seminars at
Toots Shor's in New York and boiled
them down to a 40,000-word book.
It covers every aspect of timebuying —
and that doesn't mean merely the
aspects of concern to buyers alone.
This is for everybody in the business.
There are talks which make the tech-
nical side of radio and television clear.
Talks on agency-seller relations. And
in the give and take of post-session
question and answers, which we've
retained as caught by a stenotypist,
\ ou get the real flavor of the business.
What else can we say? Tell 'em to
read it."
* * *
After two months of digging, edit-
ing, digesting. SPONSOR'S staff isn't in
the mood for inhibitions. Neither are
we. So we'll tell vou: Read it.
304
SPONSOR
WWDC
in Washington, D.C
WWDC has the second biggest audience in
Washington — 12 hours a day. 7 days a week]
At \\ \\ I)(]*s low rates, it's really first — on a
results-producing ha>i>. Gel the whole stor)
from your John Blair & Co. man.
•Complete Pulse: In-home Jan. -Feb. 1955, Out-of-home Jan. 1955 - 6:00 AM to 6:00 PM
«-> ^
A
e
1$ &ABC and
KMBC-TV
Kansas City's Most Powerful TV Station
KMBC-TV is proud to announce its
new television affiliation (effective ,
September 28) with America's. ~n)ost
dynamic and fastest-growing, television
network, the American Broadcasting
Company. With this fcwing, KMBC-TV
makes a significant, forward-looking
change. Television is the medium of to-
day and the future, and we are planning;
building and doing things for the future
— along with ABC-TV.
Maybe Davy Crockett did it, single-
handed. When there is a nationwide Davy
Crockett craze — stemming from one won-
derful program on one network, it's reason
to stop and think about that network.
Walt Disney and his fabulous Disneyland
show have meant a great deal to ABC-TV,
and to television generally. With the up-
coming Walt Disney Mickey Mouse Club,
a full-hour of excitement every weekday, we
can all look forward to more TV miracles.
Surprised? We're not, for Walt Disney is a
product of Kansas City and its schools.
Naturally we're proud of Mr. Disney —
and loyal, too!
And we Kansas Citians like fights. As you
know, the famous Wednesday Night Fights
are now on ABC-TV.
We are also men of peace and contemplation
... so we are justly pleased that Bishop Sheen
will be on ABC-TV and KMBC-TV this fall.
There is more, much more: Wyatt Earp, the first
adult western on television. Warner Brothers
Presents, a full-hour each week of new Warner-
produced television, each program built around
their highly successful motion picture properties,
such as "Casablanca," "Cheyenne" and "King's Row."
With our 1079-foot KMBC-TV tower (tallest in
this area) and 316,000 watts of power on Channel
9, we know that families on the perimeter of the
Kansas City market (as well as our closer neigh-
bors) will be seeing the fine new programs, and
many of their old favorites, on ABC-TV. Network
programming available on a dependable service basis
only from the KMBC-TV tall-tower transmitter.
Then, there's the matter of time for more local pro-
gramming. KMBC-TV leads in every local category:
highest-rated locally produced women's show...
highest-rated locally produced weekday kid shows . . .
highest-rated locally produced news-weather-sports
shows . . . highest-rated late movie. To these we want to
add other fine local features for which plans have
long been in the making.
So it's off with the old and on with the new, at
KMBC-TV— as The Swing to ABC continues and our
station identification in late September will proudly
announce to viewers: "This is Channel 9, Kansas City,
affiliated with the American Broadcasting Company."
KMBC-TV
Kansas City's Most Powerful TV Station
_
*y
DON DAVIS. / lent
JOHN KHJUINI nt ami C.cn
CtORCt HICCIN nt ami Satr
MORICREINIi iaion
And in Radio, it's the KMBC-KFRM
in the Heart of America
KMBC a/ Kansas City
KFRM ^<W the State of
magazine radio ai
advertisers use
50< per copy«$8 per year
II
in the Land tL/Mk andflmif
1 The Test Market Station recently studied by the University of Wisconsin.
2 The current Test Market Station for B&M Beans and Brown Bread.
3 The future Test Station for a big Farm Study.
Yep! Biggetn Baltimote!
I
'BAY
.AVON R EVANS. Gen Mgr -
Pep AEtO TELEVISION
"
LET'S REVE
SPOT SPENDING
page 25
Can commercials
ntertain and sell r
page 30
Near end of 6-month
B&M tv market test:
sales 93 above 1954
page 32
Why Nash does 60
better in bV
i
ge 34
U.S. timehuy
New York Coast
and ' oart
page 35
WAS "LUCY" A
SALES FLOP?
page
28
Has radio done all
that's needed to
revamp programs, sales'
page 64
WITH reaches
of all Baltimore homes every week!
That's penetration for you! As the Cumulative Pulse
Audience Survey shows, just about three-quarters of all
the homes in Baltimore are reached weekly by W-I-T-H.
At W-I-T-H's low, low rates, W-I-T-H delivers listen-
ers at the lowest cost-per-thousand of any advertising
medium in Baltimore. Just get your Forjoe man to tell
you the whole W-I-T-H story!
IN BALTIMORE THE BIG BUY IS
Tom Tinsley, President
R. C. Embry, Vice-President
Represented by Forjoe & Co.
More "Monitor"
may be offered
CT's deal is
film bombshell
SAC wants 100%
show reuse pay
'Disneyland"
rides again
Polls show anti-
fee tv trend
Despite talk of weekday daytime "Monitor" on NBC Radio, likelihood I
that more hours during weekend will be offered to national clie:*-
first. Web will probbaly add 11 hours for network sale to current 14
hours in network option time now being sold. New periods would be
11:00 p.m. Saturday to 8:00 a.m. Sunday; 10:00 p.m. to Midnight Sun-
day. Additional time for national sponsors is being planned because
of sales success of "Monitor," with 72' of time sold on average (na-
tional sales went as high as 97% on 4 July weekend). If okayed, week-
day "Monitor" would probably be 2-hour strip.
-SR-
Effect of General Tire's purchase of RKO Radio Pictures Corp. on
Hollywood has been king-sized jolt. Overnight, GT's subsidiary Gen-
eral Teleradio has landed control in $25 million deal of huge (over
400 films) RKO backlog of features ranging from "The Informer" to
"Notorious," making it kingpin of tv feature film rental business and
giving it potential of a "film network." Outsiders now predict that
a few of choicest items may wind up as 90-minute network "spectacu-
lars," others will be formed into new packages of a la "Million
Dollar Movie" with top rental prices. RKO will continue to distribute
theatrical films.
-SR-
Cost of program film reruns may skyrocket in fall if SAG gets its way.
Union demands 100% of minimum scale payments to actors for second and
third film runs in negotiations with Alliance of TV Film Producers.
Contract expired 20 July. At SPONSOR'S presstime request for federal
mediation was in offing.
-SR-
Fact 90-minute preview of Disneyland Park on ABC TV 17 July ran rough-
shod over opposition bodes well for web's "Mickey Mouse Club," to
debut in fall. Trendex rating for 15 cities gave "Disneyland" preview
19.5 rating, with 58.4% share of audience during hour and a half.
CBS ran poor second with 9.1 rating, 27.3% share, while NBC got only
1.2 rating with 3.6^ share (NBC shows were "Do it Yourself," and
special hour program on Geneva Big Four summit meeting). ABC is now
pitching to sponsors argument that appeal of Disney characters to
children will attract adults to tv screen during 5:00-6:00 p.m. period
of "Mickey Mouse Club."
-SR-
Continuing agitation on fee tv front reflected by recent newspaper
polls, both of which showed strong opposition to coin-box video.
Statewide survey by Minneapolis Star & Tribune showed 72°S of all adult
tv householders against fee tv with 22% in favor. Poll by El Paso
Herald Post came up with thumping 15-to-l vote against subscription
tv. Meanwhile, date for public hearings on fee tv question draws
near with deadline for rebuttal comments to FCC set at 11 September.
SPONSOR. Volume t N- IS -'• lab bhratkly b> SFONSOB Publications. Inc. Fi.>culire. UttorJ . natation Offices. 4^ E Mfe St. Xe<r
York 17. Printed tt SUO Elm Ave.. Baltimore. Md $S i ye»r |n US »9 elsewhere. Entered is second eU»s milter 29 Jin. 1919 it Biltlmort postooVe. under Art of I Mir. 187t
-.
Ki:i»OltT TO SPONSORS for 25 Jiilv 1955
TvB promotion
spending up
Local am show
audience cume
Spot dollar
figures sought
Promotion activities by TvB in its first year are running at high
gear, as members keep coming in. TvB is now spending at rate well
over $400,000 annual budget set when group got underway 1 January.
New members announced last week included 5 stations, one rep. Total
membership is now 140 stations, 8 reps, one network (CBS). New sta-
tion members are KTRK-TV, Houston; WCP0-TV, Cincinnati; WEWS, Cleve-
land; WMAL-TV, Washington, D.C.; WUSN-TV, Charleston, S.C. New rep
member is Branham Co. Reps already members are Blair-TV ; Free &
Peters; Harrington, Righter & Parsons; Hoag-Blair ; Katz Agency;
Meeker-TV; Edward Petry.
-SR-
Degree to which single radio show can accumulate audience is shown by
Nielsen Station Index for New York City. April report showed one
morning music strip reached 170,000 homes per broadcast , 902,000
different homes in 4 weeks. Figuring average of 1.5 listeners per
home, 4-week total comes to 1,353,000 persons catching one show on
one station.
~c:r-
Renewed efforts to gather detailed data on spot radio expenditures
will be made in fall. RAB will query cross-section of stations to get
dollar figures by brands. These would be released quarterly. James
M. Boerst, publisher of "Spot Radio Report," will make intensive
canvass of ad agencies for spot radio facts. "Spot Radio Report" now
runs data given by agencies, but number of brands reported is small.
Still burning question of how spot data — both radio and tv — should be
gathered is subject of questionnaire in current issue of SPONSOR.
Questionnaire is directed at sponsors, agencies, reps. (For details
on questionnaire and background of 20-year-ef f ort to unearth spot air
spending, see page 25. )
-SR-
Ronson's late-summer plunge into network tv through Norman, Craig &
Kummel (formerly Wm. Weintraub agency) is part of agency's rapid tv
build-up. Firm's 52-week sponsorship of 2 nights of CBS TV Doug
Edwards, starting 24 August, marks Ronson's reentry into network after
5-year hiatus. Ronson's $5.5 million tv expenditure will bring
agency's tv billings to $11 million, according to radio-tv v. p. Walter
Craig, "although we started from scratch in January."
-SR-
Trade press reports Philip Morris dropped tv in favor of print are
incorrect, SPONSOR learned in doing story on PM's Marlboro. Actually,
switch is from network to spot. Though final budgets aren't set, ad
director Roger Greene expects more than half this year's ad dollars
will be spent in spot tv, radio. Move is spurred by feeling time for
change of ad pace had come. Additional factor: firm believes brief,
simple copy story does not require lengthy nrogram commercials. This
is reason behind company's cancellation of "I Love Lucy." "Public
Defender" not dissatisfaction with shows themselves. (See page 28.)
-SR-
Latest CBS Radio presentation puts new emphasis on way advertisers
can tailor web to specific geographic areas. Cited among clients
using limited networks are Amoco, with Atlantic Coast skein; Corn
Products, with Southern lineup; Hanam Brewing, with Midwestern web.
Dubbed "New Patterns," CBS presentation highlights growing flexi-
bility of net radio.
(Sponsor Reports continues page ftl )
I _ ___'
Ronson returns
to net tv
Why PM dropped
"I Love Lucy"
CBS Radio push
on tailored webs
SPONSOR
it's a woman's world
n
i
RADIO
TV- FM
KANSAS CITY, MISSOURI
Rep: Katz Agency
affiliated with publishers of Better Homes & Gardens and Successful Farming
And Anne Hayes, KCMO's
Director of Women's Activit.
covers every bit of it admir-
ably — from how you drape
a picture window to when
you use a pinch of marjoram.
Every weekday, she's on the
air with a fifteen-minute
radio program and a half-hour
television show. Keeping
Mid-America's discriminating
homemakers interested (which
Anne does with ease) takes
background and experience,
training and talent. Of these,
she has a sufficiency.
Her informative and helpful
advice to women has won her
an impressive list of citations —
like the Foster Parents Plan
Award, Advisory Board
appointment for the American
Women Broadcasters for the
United Nations, First Honorary
Member of The American
Women's Business Association
and special recognition from
the Women's Chamber of
Commerce, as well as a
Community Service Award
from the United Funds
Campaign Agencies.
Covering a woman's world
is all in the day's work for
Anne. Hearing and seeing her
is all in the day's schedule
for women audiences in
Mid-America.
advertisers use
25
28
30
32
ARTICLES
Meet's bring spot spi'nding ouf in I he* open
Everyone agrees spot dollar expenditures of companies should be reported
just as they are for all other major media. Yet progress has been slow in 20
years of trying to reveal spot spending. Two new attempts are due soon
Fastest growing filter-tip
Marlboro sales have been soaring steadily — and its commercials on "I Love
Lucy" as well as spot tv were important in successful launching of new filter-
tip. In new strategy, for both Philip Morris and Marlboro, spot tv will be of
major importance despite rumored switchover to print
Can commercials entertain — and self?
Nashville agency, Noble-Dury, believes they can. Agency raised regional
products to high competitive position against stiff opposition by national
brands. Sonqs were used in animated tv commercials that actually drew fan mail
II A M finds tv stronger sales spur thttn price cut
Last year at this time Burnham & Morrill used a price reduction to stimulate
sales. It worked but sales this year in the Green Bay, Wis. test market far
outstripped last year's, with tv the spur to sales rather than price cuts
ftnrfio helps make Boston top \ash territorg
Though nationally Nash ranks 13th in car sales, in the Boston area it is in ninth
place. One reason: the Leo Egan "All About Sports" show nightly on WBZ,
sponsored by 45 of the area's Nash Dealers
Timebugers of the U.S.
Part two of the list of timebuyers which began in the Fall Facts Basics Issue
(II July), includes remainder of New York as well as Chicago, East, Midwest
COMING
ffote do gou lick the tlaglight savings problem?
This is what agencies and networks are doing to solve the problem created by
daylight savinqs time. It's a headache any year but worse now that New York
City carries daylight savings time into October O III!/
What K«V tl learned front its 26-week tv test
With next article Burnham & Morrill television test results will be complete.
This is what the company feels it has learned from test market experience 8 -'"'If
\\ hat i/o it should know about network flexibilitg
The continuing pattern of changes towards flexibility has created network
radio buying plans which come as a complete surprise to some admen.
Here's a picture of just what the buyer can do today on the radio networks S <4tf<|
NOTE: For revisions of fall tv programing chart which last appeared in I I July
Fall Facts Basic issue, see next issue 8 August
34
35
Volume 9 Number 15
25 July 1955
I
DEPARTMENTS
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR. R. Strumpen-Dorrie .
SPONSOR BACKSTAGE
FILM NOTES
TV COMPARAGRAPH
P. S.
RADIO RESULTS
SPONSOR ASKS _
AGENCY PROFILE, Norman Srrouse
ROUND-UP
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
Editor and President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glen'
Vice President-Genl. Manager: Bernard P
Vice Pres.-Advg. Director: Jacob A. &
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfred J. Ja
Associate Editor: Evelyn Konrad
Department Editor: Li I a Lee Seaton
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Joe Ci
Editorial Assistant: Florence Ettenberg
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Edwin D. Coc
(Western Manager), Alan H. Giellerup
(Southwest Manager), Arnold Alpert (M
west Manager), John A. Kovchok (Prod
tion Manager), Charles L. Nash
Circulation Department: Evelyn Satz (
scription Manager), Emily Cutillo, Morton
Kahn, Minerva Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Eva M. Sanford
Published biweekly b> SPONSOR PUBLICATIONS I)
combined with TV. Executive. Editorial. Circulation.
Advertising Offices 40 E. 49th St. (49th * Madia
New York 17. N. T. Telephone: MUrray Hill e-S
Chicago Office: 161 E. Grand Ave. Phvfle: Sl>
7-9863. Los Angeles Office: 6087 Sunset Bouler
Phone: Hollywood 4-8089. Printing Office: 3110
Ave.. Baltimore 11. Sid Subscriptions: United St
$8 a year. Canada and foreign »9. Single copies
Printed in U.S.A. Address all correspondence to
E. 49th St.. New York 17. N. Y MUrray Hill »-J
Copyright 1955. SPONSOR PUBLICATIONS INC
^J* •"■
... 60/
KTBIS-TV sMRevePORV
MARKET
RICH . . . Spendable Income-
over 1 Billion dollars*
READY ... TV Sets-1 00,000 plust
RESPONSIVE ... 1954 Retail Sales
•srds +nbc 857,709,000*
MAXIMUM POWER
VIDEO . . . 100,000 WATTS
AUDIO . . . 69,800 WATTS
TOWER ... 1151 FT. ABOVE GROUND
Represented by PETR I
ONE GOOD MEASURE of a medi-
um's strength: does it really believe
in advertising — FOR ITSELF?
KBIC, The Catalina Station, considers
it no incident that 1955 is its biggest
year in billings — AND in its own ad-
vertising.
MEDIA galore tell Southern Califor-
nia's ever-increasing millions of the
romance, music and news they hear
at 740 on their radio dial. . . .
RADIO, OUR OWN ... Los Angeles
NEWSPAPERS . . . regional MAGA-
ZINES . . . OUTDOOR DISPLAYS
in Los Angeles, San Diego and seven
other cities. Plus . . .
WINDSHIELD STICKERS, 50,000 of
them tied in with lucky-number
prizes.
SKY SIGNS down over crowds at
beaches, stadiums, parades.
PROGRAM REMOTES from two mo-
bile units in eight Southern Califor-
nia counties.
DIRECT MAIL answers to fan and
contest letters enclosing station pro-
motion.
SIZZLE THE NATION'S HOTTEST
MARKET WITH THAT HOT STA-
TION FROM COOL CATALINA: KBIG.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: HOIIywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
Weymouth M. Symmes, Paris & Peart, New
York, expects to buy more dm time tv announcements
this fall than ever before. He feels that frequency
discount offers make daytime tv among the most
reasonable buys. "Furthermore, we have food clients,
and daytime, of course, is the natural time for
reaching women. I expect that our pattern will
generally be one of buying 20-second announcements
adjacent to network shows. In the past we have
tested the pull of such programs as Today (NBC
TV) by participating in it. Of course, viewing
habits differ in different t ities, and we will fit our
schedule into the pattern of housewives of a par-
ticular locality. So far, early morning tv and
2:00-4:00 p.m. feature film adjacencies look good."
iff rs. Jean Henderer. Scott Henderson Adver-
tising, Tucson, Ariz., has words to say about "crazx-
mixed-up rate cards'' and the "inconsistent and
poor information media provide." Says she: "It's
up to the trade press and the re/js to educate tv
and radio stations to advertise properly and get
information out while it's hot. One step would be
a standard rate card. Another and more important
one from the station point of view would be more
effective advertising." Adds she, the stations are
appealing to the busiest and toughest audience —
agencymen, Jean's own buying philosophy: "Today,
radio stations can sell better if they offer 'produced"
announcements. In tv, we prefer to look for
good local shows and buy into them."
George Huelder, Maxon, New York, feels that
the threats of strikes in the hard goods industry
and the resulting stepped-up production may be
a boost to both spot radio and tv. "Many of these
strikes won't come off, like the steel strike, for
example. And manufat Hirers uill find themselves
with huge inventories, continued high profits, and
higher advertising budgets, to be used in short and
concentrated periods particularly." His account,
General Electric, is likely to go into spot radio
with announcement schedules in late October or
November. Says he: "We'll buy radio in low-satur-
ated tv markets. Our choice will be early-morning,
some evening in low-saturated tv markets, and a
stress upon local personalities and live copy."
SPONSOR
This Morning
...the great new personality show on KPIX which
...has increased San Francisco viewing by 15% and KPIX ratings for its daily 8:30-9:30 period by 44%
in its first month...
...outstrips all competition as a sales weapon through personality selling...
...combines the mirth and magicianship of Sandy Spillman, the housewifely chatter of Faye Stewart,
the singing of pretty Patti Pritchard, with guests and games, interviews and innovations, in San Francisco's
liveliest, sellingest local TV origination.
your Kati man for the whole
story or telephone Lou Simon
at KPIX - PRospect 6-5 1 00
NO NORTHERN CALIFORNIA SALES CAMPAIGN IS COMPLETE WITHOUT
CHAN
IX
WESTINGH
CHANNEL
5
SAN FRANCISCO, CALIFORNIA
Affiliated tilth CBS Television Network
Represented l>\ the Kat: Agency
3USE BROADCASTING COMPANY. INC.
r
©
WBZWBZA . WBZTV. Boifm
KYW.WPTZ. /• ...
KDKA • KDKA-TV. Ktlitmwgk
WOWO I
MX. (• „U,J
*■'
KPIX \ I
II H - ': ApHCj
25 JULY 1955
B
*-
*JM
1
4 5 6 7 i 9 ;
• t ft H
2
2
il
! •
8 9
_
e 9
WITH A
NEW KIND
OF
RATE CARD
...FOR A
NEW KIND OF
RADIO
Today there's a bigger difference than ever on Mutual —
both in how much you get and how little you pay.
Nowhere else will you get such powerful local impact —
through a network fabric with all the strength of
"hometown" radio . . . or such co verage -from- within
of markets both with and without television . . . or
such a big-audience "extra" in out-of-home listening.
And nowhere will you find more for your money than
in Mutual 's new rate card. You can now (for example) buy
15 minutes on 557 stations for $2,970. Or a quarter-hour
air-time cost for each station of only
$5.34
Or only
•*/. 78 per commercial minute. Day or night. It's good value
for Watertown or Waterbury. . . a bargain for Memphis or
St. Jo. ..almost unbelievable for New York or Los Angeles.
And it doesn't take a slide-rule to see how little 20 or 30
seconds would cost!
These low, low rates make Mutual the network of best buys
in all radio today — for a sectional or national program,
for maximum saturation, for large and small advertisers.
And for you, too. Ask for a "reading" on Mutual 's new rate
card. See how it gives your budget far more local sell —
on the "plus" network . . .
MUTUAL Broadcasting System
/>£ A $297,000,000
_ BONER!
Recently an ad appeared
in this magazine above our
signature stating that we
served "nearly a #3,000,000
market."
Of course, the figure
should have read $300,-
000,000.
And that's an impressive
figure . . . particularly when
it represents the buying
power of a captive audience
living in an area surrounded
by 7,000 to 9,000 foot moun-
tains, natural physical bar-
riers to outside radio and TV
penetration. And too, per
capita income of this area
of Washington State is 16%
above national average, and
sales performance 160%
above national average.
Yes, our quoted market
figure was a boner, . . .
but time buyers don't pull
boners when they buy KPQ!
5000 WATTST"
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
For joe and Co., Incorporated
(One of the BIG 6 Forjoe represented stations of Washing-
ton State)
by Bob Foreman
Compared to It?, print eopywriting is a sinecure
Dear Eddie:
It was good to get your letter though a bit disquieting to
read that you have quit what I had always thought was a real
fine agency job. Berths in a topnotch print-copy department
are hard to come by these days, I hear. I gather you departed
in high dudgeon and, if I understand them, your two big
reasons were:
a) because the agency was getting more and more research-
minded forcing you old print thinker-uppers to look at some
charts on occasion and
b) because the agency has changed in the last few years
and the account men have "gained the upper hand."
You're gonna hate me, son, but my sympathies are on the
other side.
In my humble opinion, the print copywriter has too long
been the most pampered phenom in the agency fold (some-
thing I never realized till I escaped those warm waters and
got dunked in television).
It was only after I got away from print that I realized what
a sinecure a copy job could be. In fact, I had to walk inside
of a story-board factory to discover that the easiest way of
life in the business is playing the role of "old-time copy
genius."
Then came the day of awakening. I was forced to learn
the difference between a soft-edge wipe and a lap dissolve
and along with this new vista I found out that the gents and
ladies who thought up headlines and theme lines and sat with
the art guys while they pushed their T-squares around on the
big tissue pads had just about the cushiest job in the business.
I, too, used to get incensed, as a print chap, when nattily
dressed account men suggested that I alter a subhead or when
some boob in the client's office questioned my choice of
words. I often took that grand pose behind a closed door,
feet on desk, and incommunicado while my wounded soul
was allowed to heal so that I could expose it to the Philistines
once more.
Eddie, my friend, you ought to get into tv — if onlv for a
month or so. It'll give you a chance to utilize that superb
(Please turn to page 66)
10
SPONSOR
Is This
"COVERAGE"?
VIDEODEX MAY, 1955 REPORT
LINCOLN-LAND STUDY
Southern Nebraska and Northern Kansas
Summary Table — Average Ratings — % TV Homes
KOLN-TV
■•B"
"C"
••D-
SUNDAY: 1:00— 5:00 P M.
5:00—11:00 P.M.
MONDAY THRU FRIDAY:
1:00 — 5:00 P.M.
5:00—11:00 P.M.
SATURDAY: 1:00— 5:00 P.M.
5:00 11:00 P.M.
TOTAL: 1:00— 5:00 P.M.
5 00—11 00 P M
12.7
17.9
10.6
19.8
16.3
21.0
1 1.7
19.7
4.8
8.4
5.1
9.4
5.8
10.8
5.1
9.5
8.2
9.5
5.5
9.0
5.8
9.8
5.9
9.2
2.1
3.3
2.3
2.8
2.0
2.9
2.2
2.9
$
'is
9ke 'Jh/^t SMaUonb
WKZO — KALAMAZOO
WKZO-TV — GRAND RAP10S-KALAMAZOO
WJEF — GRAND RAPIDS
WJEF-FM — GRAND RAPIOS-KALAUAZOO
KOLN-TV — UNCOLN. NEIRASKA
Associated wrtfc
WMID — PEORIA. ILLINOIS
^4
OU'RE HALF NAKED 1\ NEBRASKA COVERAG1
IE VOL DON'T REACH LTNCOLN-LAND 12 counties
\\ irh 2011.000 families — 125.000 undupticated b\ anj other
station. The Videodex table Bhows thai kOl.N-'IA g< ste
almost as many LINCOLN-LAND viewers a- the three other
stations combined — both afternoon and night!
The KOLN-TV tower i» 75 miles from Omaha! [his
LINCOLN-LAND location i> farther removed from the
Omaha market than is Cincinnati from Dayton, Buffalo
from Rochester or Toledo from Detroit.
Let A.very-Knodel i_ri\c you all 1 1 1 « - facts on KOI VI \
the official CBS-ABC outlel lor Southern Nebraska and
Northern Kansas.
CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA
KOLN-TV
COVERS LINCOLN-LAND — NEBRASKA'S OTHER BIG MARKET
Avery-Knodel. Inc.. Exclusive National Representative &
25 JULY 1955
11
MADISON
SPONSOR unites letters to the editor.
Address 40 E. 49 St., New York 17.
P&G
^ our very informative articles on
how Proctor ^ Gamble operates were
either wonderful oi might) dangerous.
They leave me with a feeling that I
know all about selling soaps. I found
the series a wonderful course in a
phase of advertising in which I have
had no experience.
If your articles have misled me, I
wish some of the soap boys would
write in and wise me up.
Joseph Stom:
V.P., Copy Dept.
J. Walter Thompson
New York
FALL FACTS
The mere size of your 11 July issue
sort of overwhelmed me when it ar-
rived yesterday, but I decided to read
it over a nice long weekend. However,
I took it home with me and decided to
just glance through it after dinner.
Well, you know the rest of the story.
My "glance" lasted several hours and
I marked section after section for still
further study.
Your corps of editors deserve the
congratulations of the entire television
industry for your excellent presenta-
tion of such a mountain of important
facts concerning the many facets which
have developed, and which apparently
are continuing to develop on an even
greater scale, in the industry.
Congratulations and best wishes for
your further achievements in the work
you have undertaken.
R. R. Kaufman
President
Guild Films
New York
TIMEBUYERS' TIPS
I thought that the recent feature on
advice to young timebuyers was ex-
cellently done.
There was immediate reaction to it
12
RAIL
oHio
Horr»«
aistrii»«^rs:
inc.
rll «'
V95S
■■.%0^?.1Oln Street
VViU.' Ohio
^^^^^^ -a har-,es
^0^ „n 303i . vou ha« K total <* TLa
s-1%>,anK3 to ™ ,hMsl»stY:„cv.l to •u_ oroaaUili
.^^^ on 3°oi . vou h0,,e 6 total °' ;.cd
odvertvsi-.. nenaous 0ver«^eL „,, have I"1
cess V ell'"*6 .•;« assure y°u
of V°ur Rainess- "e
grateWl P
Slncercl
.„. •- i)0"'-^ -, mJv.
»■» .er, Sales
&V5i
^<
£J~
Buy any 2 of these stations and get a jj% dis:
» ancf besf of a// «
Buy any 3 or 4 of these stations and get a 1 fl
BjfBjs
WING 1 WCOL
wiz:
DAYTON
COLUMBUS
SPRINGFIER
SPONSOR
ETWORK..
When you sow on good soil, you reap a
good harvest. The advertising coverage you
have given us on Town View has borne tremendous
results. A total of 98 sales for one week has both over-
whelmed and pleased us . . .
$1,100,000 in SALES
for an investment of $500!
uy Air Trails Network Stations write, wire or phone collect
M Rep-Tentotives *,*** Williams
Office fem WING
Ni.-w York • Chicago
los Angeles • San Francisco
13 1 N. Main St.
Dayton, Ohio • Hemlock 3773
"gaziaap
WCMI
ATN
CH14H0 • HUNTINGTON • IBONTQN
Air Trails N
RAILS NETWORK
iii i lii- lii -i \M-.-k aftei publii at
i |i .1-1 i dozen people told me thai
thej li id -• en il ind thou 111 l
\ i-i \ good.
Bill Mailleferi
Radio Sales !/</■
yard Peti ■ & <
• BUI M.iii.i.n ii,. irtlrb
1 'I' Oil I Inn l-u . n. - I i
- In. li ippi ji. .1 .,, II,. J | J i|
BUYERS GUIDE
sponsor i- to be i ongratulated
ill.- ex< eptional L955 Buyers' Guidt I
espei iallj lik>- the added features in the
i\ section and tin- breakdowns <>f spe-
cialized 1. 1. In, .mil \\ . ] .mi < ertainl)
going I., make _">o<| use of mj copj
throughout the year.
Pi ii i; \l. Baroai ii
/ imebu \ et
Foote, Cone A l!<-l</ini:
Sew ) orl
MUDDLED MIDDLES
Please restore our sanit] post haste
In chart three on page 23 "I pour 27
June issue, aren't the "upper middle"
and "lower middle" headings trans-
posed?
Its a urrat storj and we want t"
<|iii>te it all over the pla< e, but we < ant
figure "ut that chart
ROBl i;i I.'"'. i RS
President
It (, l/.s
// n,h.. D.C.
• Boh Rogers *-. <if eonrse, complete]} right.
Chart three in ihi- *ior\ titled "Does radio
pl.i% thr urnni: music?*1 hiitl tin- "tj|i|n<r middle"
and lower middle*1 headings, trans] .. . .1 fan rrmr
CLAMORENE
We recall having seen an arti< l>
sometime during the past jrear in spon-
sor "ii the subjet t .>t < rlamon ne, a
product used in home < leaning "f 1
W •■ would very much appreciate a
tear sheet or the date and issue in
which the article appeared so thai we
can look it up ourseh -
Dantj 1. H. Lewis
/ 1 mint Executit t
Charles R. siuart Advert
^nn / randsco
• I hr artirlr on l.limorrnr apprarrtl in thr
IS V.-.n.lirr !■».-, I i-.ur of SPONSOR. SPONSOR
i. in.l.xr.l fc| «■— TJj Thr inrl.-* f„r JnN-
llrrrnil.rr 1 *».". t ipprirrH In ihr 2» Jinuir. i.-ur.
par' 55.
25 JULY 1955
■/
ill
25,000 fan letters
hailed its TV sneak preview . . .
now The Great Gildersleeve Comedy Series
is ready to sell for YOU!
"The Great Gildersleeve," top-rated comedy favorite on radio for
13 years, is ready to open broad new sales opportunities for television
advertisers. He's the same lovable, laughable Gildy -chortle and all—
but with the tremendous added impact of television's visual values.
"The Great Gildersleeve" just can't miss as a syndicated TV film
series. It's pre-tested !
With no advance warning, "The Great Gildersleeve" was sneak-
previewed in a half-hour period on the NBC Television Network.
Viewers were asked to send in their reactions. No incentives were
offered. From this single exposure more than 25,000 enthusiastic
letters, many signed by every member of the family, clamored for
Gildy as a regular TV attraction. They looked forward to weekly
visits with Gildy, nephew Leroy, niece Marjorie, housekeeper Birdie,
druggist Peavey, barber Floyd, Mayor Terwilliger, and all the
other popular favorites of "The Great Gildersleeve."
"The Great Gildersleeve" is a TV comedy series with extra-special
values for advertisers :
• a big-time, established, well-loved personality
• a wholesome approach that appeals to the whole family and will
serve to cement community relations for the sponsor
• powerful backing by NBC Film Division's all-out
merchandising
• a pre-tested capacity for attracting and holding audience
Act fast to make sure Gildersleeve cuts his comic capers in
your behalf ...first! Write, wire or phone now!
NBC FILM DIVISION
serving all_ sponsors
serving all stations
30 Rockefeller Plaza, New York 20, N. Y.
Merchandise Mart, Chicago, 111.
Sunset & Vine. Hollywood, Calif.
In Canada: RCA Victor, 225 Mutual St.,
Toronto; 1551 Bishop St., Montreal.
There's unanimity in Kansas City:
No matter how you count the audience
the no* 1 station is
HERE IS THE WHB LEADERSHIP
LINE-UP:
FIRST FLACE— HOOPER
Average share of audience 7 a.m. -6
May-June, 1955
p.m., Mon.-Fri.,
FIRST PLACE — PULSE
Average share of audience, 6 a.m. -6
March-April, 1955
p.m., Mon.-Sat.,
FIRST PLACE — TREKIDEX
Average share of audience, 8 a.m.-6
Jan.-Feb., 1955
p.m., Mon.-Fri.,
10,000 WATTS, 710 KC
This is what Mid-Continent programming, ideas and ex-
citement have achieved for WHB! All three national sur-
veys—PULSE, HOOPER, TRENDEX— give WHB the
top daytime spot with all-day average ratings as high as
45.7% (Hooper) . So no matter what ratings you buy bv,
your best Kansas City buy is WHB. Talk to the man from
Blair or WHB General Manager George W. Arm trong.
m
•CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
John Blair & Co.
Represented by
WHB, Kansas City
J\ew and renew
SNHSIt
2 5 JULY 1955
1. New on Radio Networks
SPONSOR
AGENCY
STATIONS
Amcr Tobacco. NY
BBDO. NY
CBS
11
Bcltonc Hearing Aid Co. Chi
Oli.m 6 Bronncr, Chi
ABC
full net
Hard Bishop. NY
Raymond Spcctor. NY
CBS
206
Hazel Bishop. NY
Raymond Spcctor, NY
CBS
206
Burton Dixie Corp. Chi
CBS Columbia. NY
Robt Wesley. Chi
Ted Bates. NY
ABC
CBS
90
206
Dow Chcm Co. Midland, Mich
Famous Artists Schools, NY
MacManus. John 0
Adams. NY
FC&B, NY
CBS
CBS
206
23
Ccncral Motors Corp, Fisher
Body Div, Dctr
Cult Oil Corp, tor Culfspray,
Pittsburgh
Lincoln-Mercury Dealers, Dctr
Kudncr, NY
Y&R. NY
K&E, NY
NBC
CBS
CBS
132
37
Murine Co, Chi
BBDO. Chi
CBS
206
Slccp-Ezc, SF
M. B. Scott. W Hllydw
CBS
206
Wm Wriglcy |r. Chi
R & R, Chi
CBS
158
PROGRAM, time, start, duration
Your Hit Parade. Sat 1030-11 pm; 25 June: 11
wks
Don McNeill s Breakfast Club; T 9 9 15 am; 13
Sept. 52 wks
Fred Robbins Show; M F 3 30-4 pm. 5 mm scg;
1 Aug; 52 wks
Wendy Warren & the News. M-F 12-1205 pm;
•1 July; 52 wks
Paul Haryey News; Sun 8-8 15 pm; 3 |uly; 52 wks
Arthur Codfrcy Talent Scouts; alt M 8 30-9 pm ;
27 July; 13 wks
Arthur Codfrey Time; Th, every 4th F; 11-11 ; 1 S
am; 16 July. 26 wks
Calcn Drake Talk Scries; Sat 1045-55; 9 |uly;
4 wks
Fisher Body Craftsman's Cuild Scholarship Awards
Dinner; T 9-9:30 pm; 2 Aug only
Wendy Warren & The News; M-F 12:05-12:10
pm; 6 July: 8 wks
Charles Collingwood; M F 5-5:15 pm; POST; 4
July; 9 wks
Arthur Codfrey Time; alt T W 10-10:15 am; 22
July; 4 wks
Young Dr Malonc; 'half) T. Th 1 30-1 45 pm,
19 July; 58 wks
Howard Miller Show; M-F 11:45-12 noon; 18
July; 52 wks
Burt
Lamb' ■
Jones
Scovcrn ' 3 *
2. Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Amcr Oil Co, Bait
Jos Katz, Bait
CBS 83
Edward R. Murrow with the News; MWF 7:45-8
pm; 27 June; 5 wks
Coca Cola Co, NY
D'Arcy, NY
MBS 173
Coke Time; T Th 7:45-8 pm; 5 July; 52 wks
Hawaiian Pineapple. SF
N. W. Aycr, NY
CBS 174
Houseparty; M 3:15-3:30 pm; 29 July; 52 wks
Firestone Tire & Rubber Co, Akron
Sweeney & James, Clevc
ABC 348
Voice of Firestone; M 8:30-9 pm; 13 June; 52 wks
3. Broadcast Industry Executives
Arnold
Benson 3 >
NAME
FORMER AFFILIATION
NEW AFFILIATION
Sidney P. Allen
MBS. NY. E sis mgr
Same, vp in chg sis for E div
Harold B. Arkoff
KMA, Shenandoah, rcgl sis mgr
Same, sis mgr
John Bibcock
New Idea Farm Equipment Co, Cin,
sis prom mgr
Crosley Bcstg. Cin, dir of Town & Country Div
Perry Bascom
WOR-TV. NY, acct exec
Same, asst ?ls mgr
Nick Basso
WSAZ, Huntington, W Va, r-tv news
dir
Same, dir of news and publ rcls
Armin N Bender
WHAM, Rochester, asst to tv sis mgr
Same, tv sis mgr
Arnold Benson
CBS R Spot Sis, NY, sis prom & adv
dept
Same, dir of stns prom scrv
Alfred C. Booker
Stokes Inst, Newark, sis mgr
WAAT, Newark, acct exec
Stephen F. Booth
Pontiac Press. Pontiac, Mich, feature
editor
WW) iTV), Detr, publ mgr
Francis L. Boyle Jr
WJR. Dctr, sis rep
Same, local sis mgr
Alan Brcss
KCEN-TV, Temple, Tex
Stars Natl. NY, acct exec
James P. Brown
KBTV. Denver, natl sis mgr
KOSI, Denver, comml mgr
Jack C. Brussel
WJR. Dctr.. sis rep
Same, adv & sis prom mgr
Ed Burch
KOA-TV. Denver, local sis stf
KBTV, Denver, local sis stf
|ohn B. Burns
ABC Film. Chi. mid-west mgr
Same. NY, dir of natl sis
Robert L. Callahan
NATvAdv. Clenn Falls. NY, gen sis mgr
WLW-C, Columbus, acct exec
Virgil Cory
TWA. publ mgr
KBTV, Denver, acct exec
Richard M. Day
KEYD, Mnnpls, sis man
Same, local tv sis mgr
William P. Dix
WOR. NY, sis mgr
Same, also tv sis mgr
John Dodge
NBC TV. NY. E admin sis mgr
Same. E sis mgr
John Donahue
Information Unlimited, natl sis & res
org, Detr
MBS. Detr, sis
Nat V. Donato
ABC Film. NY. Canadian rep
Same, also E sis mgr
Robert M. Dooley
CBS R Spot Sis. NY, sis dev rep
Same, acct exec
John Eckstien
WABC (TV), NY, supvr adv & prom
ABC. NY. asst to dir of adv. prom & publ
Paul B. Evans
NBC Spot Sis, Chi, sis exec
Storer, Chi, midwest r sis mgr
Jack Fields
ABC. NY. exploitation writer
Same, chf, exploitation unit
Wally Foxal
KHOL-TV. Kearney. Nebr. acct exec
Same, asst sis mgr
Pete Franklin
Wm & Mary Alumni Assoc, dir of pu
jl rcls
WVEC-TV. Norfolk, prom & mdsg dir
Hardic Friebcrg
TPA. NY. E sis mgr
Same, vp in chg E div
Avery Gibson
H-R Reps. NY, asst prom dir
Same, dir of res
Ceorge Crecnwood
KELO-TV. Sioux Falls, S.D., acct exec
WNAX. Yankton. SD. prom dir
Art Cross
Cuild. NY. hd. client service
Same, asst gen sis mgr
Willard Hasbrook
KFSD. San Diego, gen mgr
KFXM. San Bcrnadino. prcs & gen mgr
Chuck Henderson
NBC Film. NY. dir of publ
NBC. NY. mgr of field exploitation
Don Hunter
S. W. Anderson, Chi. sis engineer
WFBM-TV, Indpls. acct exec
Ceorge E. Hurst
KMOX, St. Louis. E sis rep
CBS R Spot Sis. NY, contact man
Frederick Jacobi
NBC Film. NY, press mgr
Same, mgr of publ
Dick Jackson
WOR (TV), NY. mgr of publ
Same, dir of publ rels
C. Pete Jaeger
Transamcrican Bcastg Corp. exec vp
Cuild. NY. vp. natl sis
David C
Taft 131
Robert
Rcuschlt 3'
In next issue: Mew and Renewed on Television (Neticork) ; Advertising Agency Personnel Changes;
Sponsor Personnel Changes; Station Changes (reps, network affiliation, potcer increases)
Bob
Callahan 3>
25 JULY 1955
17
2 5 JULY 1955
.Yfir and renew
Dick
Jackson 13)
Nick
Basso (3)
Robert
Schlinkert (3)
Marvin
Rosenc (3)
Hardie
Frieberg (3)
Robert C.
Wood (3)
NAME
|r
Charles W. Johnson
Lewis P. Johnson
Jack Keiner
William E. Kellcy
Don Kerr
Ceorge Klayer
William Koblcnzer
Bcnnet Korn
Burt Lambert
John B. Lanigan
Carroll Marts
Sam K. Maxwell
John T. McHugh
Bill Morgan, Jr
Ceorge H. Morris
L. Boyd Mullins
Robert C. Murdock
Kenneth E. Peterson
Charles R. Philips
John R. Porterfield
Roger Read
Cary Reamse
Robert M. Reuschle
Raymond E. Roberts
Marvin L. Rosene
John D. Scheuer Jr.
Robert Schlinkert
Jones Scovern
Al Seton
Neil Searles
Jack Sebastian
Frank J. Shea
Chick Showerman
Cene Sink
Donald C. Softness
Peter Storer
C. Paschall Swift
David C. Taft
Frank A. Tessin
Russ Truesdell
John R. Urba
Vincent T. Wasilewskl
Roman W. Wassenberg
William H. Weintraub
Jr
Robert C. Wood
Al Yallen
:ast Industry Executives (continued)
FORMER AFFILIATION (
NEW AFFILIATION
KROW, Oakland, sis
KSFO, SF, sis stf
Storer, Chi
Same, midwest tv sis rngr
Allen b Reynolds Adv, Omaha, asst dir r-tv
Edward Petry, NY, asst mgr prom & sis dev, r
Storer, NY, sis exec
Same, E tv sis mgr
WCTH (TV), Hartford, sis mgr
WCOP, Boston, gen sis exec
CBS TV, Chi, midwest sis mgr
Same, E sis mgr
DuMont, NY, E sis mgr
Same, sis mgr net and "Electronicam" prod services
Remington Records, NY, vp
DuMont, NY, gen sis exec
Ziv, NY sis mgr
DuMont, NY, supvr of sis, o&o stns
NBC TV, NY, E sis mgr
Same, daytime sis mgr
MBS, Chi, dir central div
Same, also vp
CBS TV, NY, acct exec
Same, midwest sis mgr
Joseph Katz, Bait, sr vp
Same, also mgr, NY office
KCKO, Dallas, exec
KLIF, Dallas, sis mgr
KNBC, Kansas City, acct exec
WCTV(TV), Hartford, gen sis mgr
KRON-TV, SF, prom dept
Same, mdsg & res mgr z
KSL, SLC, asst to prom mgr
Same, secy-treas
Upper Miss R Assoc, 3 Sin Croup, gen sis mgr
KSTP, Mnnpls, r sis stf
WOR-TV, NY, sis mgr
Edward Petry, NY, sis dev dept mgr
WCLV, Easton, Pa, gen mgr
Storer, E r sis mgr
WKRC-TV, Cin, asst sis mgr
Same, local sis mgr
Maxwell House Div, Cen Foods, Kansas City, sis man
KCMO, Kansas City, sis rep
WHUM (TV), Reading, Pa., natl sis mgr
WLAC-TV, Nashville, natl sis mgr
Future mag, editor
KBTV, Denver, acct exec
KSTP (TV), gen sis mgr
Same, vp in chg sis
KTVI, St. Louis
Triangle Pubis, Phila, dir of publ rels & programs
(WFIL (TV), Phila; WNBF (TV), Binghamto
50%, WHCB, Harrisburg.)
WKRC-TV, Cin, gen sis mgr
Same, also asst to gen mgr
Free & Peters, NY, vp & E sis mgr
Same, bus mgr
ABC, NY, trade news editor
Same, asst mgr of publ
WFOX, Milw, sis mgr
WMIL, Milw, gen mgr
NBC, NY, press dept
Same, Film Div, supvr of exploitation
John Sutherland Prods, NY, dir of sis
Pelican Films, NY, vp in chg sis
WTVW, Milw, WISN, Milw, gen mgr
Same, also res vp, Hearst Corp
WLOS-TV, Asheville, regl sis mgr
James S. Ayers, Charlotte, mgr
DuMont TV, NY, publ
H-R Reps, NY, dir of prom
CBS Spot Sis, NY, acct exec
WACA-TV, Atlanta, WBRC-TV, Birmingham,
NY natl sis mgr
WCR-TV. Buffalo, sis mgr
Radio Cin, exec vp
Same, also WKRC-TV, Cin, gen mgr
Headley-Reed, SF, mgr
Free & Peters, SF
KCSJ-TV, Pueblo, Col, program & film dir
Same, gen mgr
KTTV, LA, sis mgr
Same, vp in chg sis
NARTB, Wash, chief attorney
Same, mgr of govt rels
KTVU, Stockton, Calif, gen mgr
KSFO, SF, gen mgr & exec vp
Wm. H. Weintraub, NY, r-tv prods
MBS, NY, prog sis mgr
Storer, Chi, midW sis mgr
Same, NY, natl sis mgr
KMPT-TV, Okla City
KCMJ, Palm Springs, Calif., gen exec
4. New Firms, New Offices, Changes of Address
Hiram Ash Adv, NY; Irwin B. Engelmore Adv, NY; have
merged to form Ashe & Engelmore Adv with expanded
quarters at 244 Madison, NY.
James S. Ayers Co, Atlanta agency, opened branch at 127 W
Seventh Street, Charlotte, NC, FRanklin 5-6146.
Merritt H. Barnum, new adv & sis prom agency, 6 N Michi-
gan Avenue, Chicago.
Elan-Porter Productions, new firm, produces commercial, in-
dustrial & tv feature films; 19 West 45th Street, NY
Carlos A. Franco, former gen sis mgr of Crosley Bcstg, has
resigned to form an adv, mktg & res consultant firm,
Carlos Franco Assoc, with offices at 420 Madison Avenue,
NY, PLaza 8-0792
Hicks & Creist, NY, has moved to the Amoco Building, 555
Fifth Avenue, MUrray Hill 7-5600.
Joseph Katz Co, NY, has moved to the Amoco Building, 555
Fifth Avenue, MUrray Hill 7-0250.
Robert Lawrence Prods, NY, producers of tv film commer-
cials, sis training and institutional motion pictures, has
established a Canadian subsidiary in Toronto; John Ross,
gen mgr of the offce.
Reingold Co, Adv, Boston hs moved to 69 Newbury Street;
KEnmore 6-3900.
High Rikcr Adv, Albuq, NM and Prince-Alex Adv have
merged to form Riker & Prince Adv with offices at 316
Simms Building, Albq, NM.
Ruthrauff & Ryan's Houston office is moving to larger
quarters: Suite 307, Old National Insurance Bldg., 515
Fannin Street.
WOKY, Milw, has moved to 522 W Wisconsin Avenue, BRoad-
way 1-8480.
5. New Agency Appointments
SPONSOR
PRODUCT (or service)
Armour & Co, Chi
Canned meat div
Bon Ami, NY
Cleanser
Campana Sis, Batavia, III.
Italian balm, Solitair, Magic Touch, Sheer
Magic
Colgate-Palmolive, Jersey City
Glance shampoo (new product)
Ceneral Motors, Frigidaire Div, Detr
Air conditioning, commercial refrigeration
B. F. Coodrich, Phila
Retail stores
Greve Labs, St. Louis
Bromo Quinine
Crovc Labs, St. Louis
New proprietary drug products
S. C. Johnson & Son, Racine, Wise.
Beautifier
S. C. Johnson & Son, Racine, Wise
Electric Polisher-Scrubber, (new product);
paste wax; jubilee wax
S. C. Johnson & Son, Racine, Wise
Clo-coat, Pride, industrial & maintenance
products
Lee Co, Kansas City
Work & play clothes
Magnavox Cs, Ft. Wayne, Ind
Radio-phonographs, tv, electronic devices
Manhattan Coffee, St Louis
Dining Car coffee
Nestle, White Plains
Nestle's Instant Coffee
NY, New Haven & Hartford RR, New Haven
Railroad
Studebaker-Packard, South Bend
Studebaker cars & trucks
Taylor-Reed Corp, Clenbrook, Conn
Q-T Frosting mixes, cocoa marsh
AGENCY
Tatham-Laird, Chi
Norman, Craig & Kummel, NY (Fi
merly Wm. H. Weintraub)
Fletcher D. Richards, NY
Cunningham & Walsh, NY
Kircher, Helton & Collett, Dayton
W. S. Roberts, Phila
Benton & Bowles, NY
Dowd, Redfield & Johnstone, NY
Foote. Cone & Belding, Chi
Benton & Bowles, NY
Needham, Louis & Brorby, Chi
Crey Adv, NY
Foote, Cone & Belding, NY
Rutledge & Lilienfeld, St. Louis
McCann-Erickson, NY
Doyle Dane Bernbach, NY
Benton & Bowles, NY
Hicks & Creist. NY
18
SPONSOR
Defi"1
telY
the
1
in the
Ljyracuse is now ranked ftoier
ica's llest Test Market h> Sales
Management Magazine. I lie
ranking is authentic/ because it
is based on an audited stud) of
503 test campaigns bj leading
national advertisers over a nine
year period.
By anthentir standards, WSYR
Radio and WSYH Television are
dearly the superior broadcasting
services in the Syracuse market.
Best physical facilities . . . best
local programming services . . .
best customer services . . . these
important advantages give the
WSYIt Stations their distinct
leadership in Syracuse and
throughout the $2 billion Central
New York market.
NBC
AFFILIATES
1 00 KW
CHANNEL 3
Represented Nationally by
HARRINGTON, RIGHTER AND PARSONS, Inc.
RADIO
5 KW
570 KC
Represented Nationally by
The HENRY I. CHRISTAL CO., Inc.
SYRACUSE
N
25 JULY 1955
19
Milwaukee's
here's why:
"the voice
of the
BRAVES
J)
(the Milwaukee Braves
gomes are not televised)
m-fm
&?,
all-star
programming
Milwaukee's
Most Powerful
Independent
24 hours
of music
news, sports
50QO
lowest cost
per thousand
HUGH BOICE, JR.
Gen. Mgr.
HEADLEY-REED,
National Rep.
Robert Strumpen-Darrie
President
Berlitz Schools of Languages, New Yorlc
Robert Strumpen-Darrie, president of Berlitz Schools of Lan-
guages, feels somewhat sheepish when forced to admit he speaks only
four languages. "But Charlie Berlitz (v.p. and son of the founder)
speaks 25 or 26," he quickly added for sponsor's benefit.
"I suggested radio advertising to some of our 27 schools in the
country," Strumpen-Darrie continued matter-of-factly. "And I must
say that it's been quite successful in most cases."
These cases include New York, Philadelphia, Chicago, Miami,
Los Angeles, San Francisco, Boston and White Plains. Berlitz'
agency, Calkins & Holden, generally buys minutes on the high-priced
music independent in each market. Commercials use a sophisticated
approach.
"The travel curve ffhd Berlitz business curve are usually similar,"
said Strumpen-Darrie, "And travelers are generally people who like
music."
Music lovers in the chosen markets are being told between five
and 10 times weekly that "ya vass lewblew," "io ti amo," and "ich
liebe dich," are likely to get them involved in a rather torrid ro-
mance with a Russian, Italian or German. The results of these
commercials have been good, and today some 50rV of Berlitz's total
advertising budget is in radio. Some markets, like Philadelphia,
Boston and Chicago are 100% radio.
"An ever-increasing part of our business comes from institutions
and corporations. For example, Standard Vacuum is one of our
good customers," Strumpen-Darrie explained. "However, industries
tend to move to the suburbs nowadays. Besides, we would also like
to attract the suburban housewives. The whole pattern of school
location may change."
Just a few months ago, Strumpen-Darrie, a Westchester resident,
opened up a new school in White Plains; it could be he was
prompted in part by the fear his three children might otherwise
follow in his footsteps and grow up knowing only four languages.
"I asked my wife to bring them to New York to learn French,"
said he. "Thev do get lessons for free. But my wife said she cer-
tainly wouldn't travel this far. Now can you imagine how the
other suburban women feel about coming into the city. I mean
the ones who'd have to pay?" * * *
20
SPONSOR
BIGGER
The 1955 Sales Management
Figures Show That The WTVJ
South Florida Market Area
Has Increased 10.9% In Pop-
ulation Over 1954.
Retail Sales Are Keeping Pace
... UP 8.9% To An All Time
High Of $1,477,290,000.
WTVJ NOW DELIVERS YOUR SALES
MESSAGE TO 7,785,200 PERSONS
-363,600 FAMILIES.
Basic Affiliate
WTVJ is the ONLY TV Station
giving you complete cover-
age of the Fabulous South
Florida Market.
CONTACT YOUR FREE &
PETERS COLONEL NOW
MIAMI #
FLORIDA'S FIRST TELEVISION STATION
100,000 Watts Power— 1,000 ft. Tower
25 JULY 1955
She's one of 1,000,000
potential customers
for your products...
She S one of 1,000,000 Span-
ish-speaking Mexican-Ameri-
cans in the Texas Spanish Lan-
guage Network coverage area
who speak Spanish, read Span-
ish, listen to Spanish-language
radio-but, BUY AMERICAN!
With special emphasis on prod-
ucts brought to their attention
through Spanish-language radio.
When you buy the TSLN you
get outstanding stations in their
areas .There are no weak links
in the TSLN.
TEXAS SPANISH
LANGUAGE NETWORK
KIWW XEO-XEOR XEJ
San Antonio Rio Grande El Paso
Valley
Represented nationally by
NATIONAL TIMES SALES
New York • Chicago
HARLAN G. OAKES & ASSOC.
Los Angeles • San Francisco
by Joe Csida
The Sarnoff-Folsotn-TVeaver-yuts combination
A couple of weeks ago I was about to take my seat on the
9:06 L.I.R.R. train out of Manhasset, when across the aisle
I spotted Pat Weaver. With the kind of publicity Pat has
been getting of recent months it's hardly necessary to iden-
tify him here as Sylvester P. W., president of NBC. Pat's
schedule is obviously such these days that I wouldn't impose
by trying to see him too frequently so I leaped at the oppor-
tunity to join him for the 45 minutes it takes to ride from
Manhasset to Penn Station.
Pat was reading the Times, the Trib, the News and the
Mirror, not all at once, of course, but the very next thing to
all at once. He'd boarded the train at Port Washington so
he'd already finished two of the papers. It was the morning
the Times' Jack Gould had the piece about one of the fee tv
proponents touting the idea of a channel carrying two pro-
grams at the same time, and utilizing one of these for free
and the other for fee video.
Pat and I both read the story and began to discuss it.
"Sure," Pat said, "that's multiplex, and inevitably it will
be developed. It's a pure matter of electronics, and theo-
retically quite simple, for a single channel to carry two
programs at one and the same time. I'd say the engineers
and scientists should have it readv in roughly five years."
As always, I was fascinated with Pat's incredible knowl-
edge and his easy facility for thinking big. I get as much
of a kick as the next guy out of reading about Mr. W's bongo
board, and the swimming pool and the field glasses, handv
for observing passing birdlife. But what I am particularly
enchanted with is the solid base underneath this top layer
of showmanly trimmings. I do not believe that it has yet
been said that what Pat brings to NBC (and consequent v
to television as a whole) is, on the showmanship and sales-
manship levels, exactly the same commodities General Sar-
noff has for years brought to the RCA on scientific and engi-
neering levels, and what RCA president Frank Folsom ha«
brought to the corporation on manufacturing and merchan-
dising levels.
These commodities are, first, virtually unlimited vision;
and secondly, the guts and physical and mental energy to
fight for a new idea, no matter how much opposition such
an idea may encounter initially. I had the good fortune to
be working for Frank Folsom at the time RCA Victor intro-
( Please turn to page 71)
22
SPONSOR
WAVE
vith
I you don't buy the tree
fOU BUY THE SYRUP!
WAVE gives you the sweetest part of Kentucky —
and at a price that's sweet, too!
MORE THAN LOUISVILLE -*- LESS THAN THE STATE!
WAVE's 50% daytime coverage area almost exactly parallels
the 27-county Louisville Trading Area. (42.5^- of the State's
total Effective Buying Income is concentrated in this one
important market!)
SPARKLING PROGRAMMING — NETWORK AND LOCAL!
WAVE is the ONLY NBC station in or near Louisville.
We invest heavily in local programming, too. Our radio staff alone
numbers 62 people, with more than 70% of them devoting
themselves to on-the-air activities, exclusively.
Don't buy the Maple tree — buy the syrup. NBC Spot Sales
has the figures.
WAVE
LOUISVILLE
5000 WATTS
NBC AFFILIATE
MM1 SPOT SAIJES
National Representatives
V/i \W^5\\^ wk\ Vm'W
Uumi j mmTEpTp
K I N e S I Z E
F A C I L I T I E S
wtyv
In the Carolinas, advertisers find many types of TV
facilities . . . but only on one station, WBTV, can the
advertiser get complete, Kingsize Facilities.
Here, in WBTV's new $1,250,000 home with 51,000
square feet of floor space, are TV studios measuring
40' x 40' and 40' x 60', each wired for three black-and-
white and two color cameras, each accommodating
Kingsize studio audiences . . . the last word in engineering
equipment . . . art and carpenter shops for designing and
building any type of scenery . . . three ultra-modern
darkrooms . . . dual facilities for transmitting color and
black-and-white slides and films . . . Kingsize executive,
program, production, engineering, news, sales, business,
promotion and merchandising departments.
Conditioned by 33 years of broadcast leadership,
WBTV planned big . . . built big. Now more than ever,
WBTV is your first, biggest step to TV coverage of the
two Carolinas.
THIS WE fight roi«
25 JULY 1955
WE FIGHT F6R REGULAR PUBLICATION
OFSPOTTV VM) RADIO I AIMvMHIl HI S OF
COMPANIES COMPARABLE in FIG1 RES U Ml -
ABLE FOR \IJ, OTHER MAJOR MEDIA.
WE BELIEVE THAT MAM \l)\ ERTISERS W II I
FAIL TO RECOGNIZE THE STAR RE OF THE
SPOT MEDIA UNTIL SPOT SPENDING COMES 01 I
IN THE OPEN. THIS CAN HI HI ADVERTISERS
AS WELL AS THE BROADCAST INDUSTRY.
TO/NT
w
i\ M'(nv(«'> n. i iron st
FOK SPONSOR'S COVI'l.tlt. uilliniiii riiilnKM -/ /
a b i ii.ii i hih
p tCM 92
Let's bring SPOT
SHUN out in the open
Everyone wants spot figures like those of other major media
hut progress has been slow. Upeoming: two new efforts
Imong sponsor's editorial objectives is to stimulate publication of both spot television
<ind radio dollar figures Reports like the one which follows appear regularly in SPONSOH to
aid in the fight for the facts the advertiser needs to make fullest use <>i the spot media.
M- his fall will see a renewed drive in the 20-year effort to uncover the biggesl secret in
advertising: spot radio spending. It will be a two-pronged pu>h. directed al two different
sourees. The Radio Advertising Bureau will undertake a mail and phone barrage aimed at
unearthing information from a cro — ection of the nation's radio -i.it ion-. In an unrelated
effort, Executives Radio-Tv Service, publishers of Spot Radio Report, will make an intensive
canvass of the important air agencies.
There's a do-or-die air about these twin efforts for the history of radio i- strewn with
examples of people who tried to tunnel into the underworld of spot spending and found them-
selves balked by excessive lethargy on the part of stations, obsessive secrecy on the part of
advertisers — and that even more deadly barrier to action: Pll-do-it-if-my-competitor-does-it
Seldom have so many people agreed that a certain course of action was desirable without
SPOT SPENDING OUT IN OPEN (Continued)
doing am tiling about it.
Ironical, too, is t lie fad that so
much effort is made t<> get spot figures
— both radio and t\ the hard way.
While agreeing thai publication of
complete ~|><>i data would make things
a lot easier, the ad agencies neverthe-
Ic — continue their lime-consuming
cloak-and-d; ■ er efforts to dig up what
the competition is doing almost as if
the) enjoyed it. This contradiction
can he explained b) the all-too-human
belief at each agenc) that it can
pla) a better game of hide-and-seek
than the other fellow.
Nevertheless, the wear\ complaint of
one timebu\ing executive (a P&G
man. no less I echoes what a lot of his
colleagues feel about this dilemma:
"Life would sure be easier for me if all
the figures were published. We spend
an awful lot of time on competitive
checking. There's a bad side to all
this emphasis on what somebody else
is doing. It makes you pay too much
attention to the other guy and not
enough to \our own problems."
sponsor itself plunged into the
murky fog of radio-tv spot spending
in gathering spot spending figures of
major advertisers for its Fall Facts
Basics issue ( 11 July). While SPONSOR
encountered much of the secrecy-
QUOTES ON SPOT FIGURES PROBLEM
FROM THREE TRADE ASSOCIATION LEADERS
KEVIN SWEENEY
President, Radio Advertising Bureau
"The effort being made by SPONSOR
to uncover spot spending is com-
mendable and its publication of
spot figures (11 July issue) is a step
in the right direction . . . what we need
now is an official industry method of
gathering these figures. RAB is going
to make a college try for them
this fall."
OLIVER TREYZ
President, Television Bureau of Advertising
"The release of information about spot
spending is badly needed. I think
SPONSOR provided an important
service in highlighting the problem
and compiling estimates. However,
a lot more needs to be done in making
spot tv expenditures available and in
pointing up the rapidly increasing
activity in the medium."
LAWRENCE WEBB
Managing Director
Station Representatives Association
"There is no question in my mind but
that publication by SPONSOR of spot
figures will be a help in spotlighting
the need for a regular survey of
spot spending. Though SPONSOR
could not publish figures for all
advertisers, it was an admirable
pioneering job."
laden atmosphere in which the agen-
cies operate, the data obtained indi-
cated that where enough effort is made
spot figures can be brought to light
and thus cast doubt upon whether any
advertiser can hide his spot spending
if his competitor really wants to find
out how much it i>.
sponsor's spot figures proved, if
proof be needed, that spot is a major
ad medium and that the conventional
ranking of advertisers according to
network, newspaper and magazine
spending only can be misleading.
Many of sponsor's figures on spot ra-
dio and tv are the first to be published.
sponsor gathered figures on the
"top 100" advertisers ranked accord-
ing to network and magazine spending
i from PIB) and newspaper spending
I from the AXPA Bureau of Advertis-
ing). Spot radio figures were gotten
for 42 clients, while spot tv figures
were gotten for 40. Of course, not
all of the "top 100" use spot radio
and tv in their selling. Rorabaugh
Report was the basis of some spot tv
figures. SPONSOR concentrated its ef-
forts on the big ad spenders, was able
to get nearlv all the figures for the top
20.
An example of how misleading the
PIB-ANPA expenditure ranking can
be is Brown & Williamson, one of the
Big Six tobacco manufacturers. B&W's
gross time and space billings in news-
papers, magazines, network radio and
network tv came to a little over S4
million last year, putting it No. 61 ac-
cording to PIB-ANPA ranking. How-
ever, B&W spent $8 million in spot ra-
dio and tv in 1954 for all its tobacco
products (notably Viceroy, Kool and
Raleigh cigarettes), or twice as much
as it spent in all other media. This
figure is equal to sponsor's estimate
of what all the divisions of General
Motors spent on spot radio and tv last
> ear, including co-op expenditures. Yet
GM spent 18 times as much money in
the other consumer ad media as B&W.
Among sponsor's published figures
were at least 15 advertisers who spent
$2 million or more in spot radio and
tv last year. They are, in order of
spending: P&G, $12.25 million; Ford,
$9 million; General Motors, $8 mil-
lion; B&W, S8 million; Chrysler, $7.5
million; Sterling Drug, S5.5 million;
Colgate, 84.75 million; Miles Labora-
tories, $4 million Coca-Cola, $4 mil-
lion; R. J. Reynolds, S3. 5 million;
American Home Products. S3 million;
{Please turn to page 86)
SPONSOR
BALLOT
For «(f managers, in<»(fi<i directors ami national representative!
The questionnaire-ballol below is designed to belp provide iln- basic facta needed in
order to launch a regular report on dollar expenditures l>\ companies in spot television and
radio. Ii is addressed to three segments ol air advertising: i<> advertising managers; to
media directors and timebuyers in agencies; and to national representatives. I rom the answers
sponsor hope- to provide guidance for all concerned as to the besl method "i solving ili«-
problem. Please clip tin- ballot and mail to sponsor al 10 E. 1*>th St., New \<nk 17. N. "> .
1
HOW Witll.l) YOU SUGGEST THAT TELEVISION AND RADIO SPOT EXPENDITURES m COMPANIES
RE HADE V\ MLABLE? (CHECK ONE OF METHODS BELOW OR WHITE IN SUGGESTION)
□ Through advertising agencies who would release spot figures
of clients periodically to an industry or private organization.
□ Directly through advertisers on the same basis.
□ Through national representatives on the same basis.
□ Through station- on the same basis.
2
WHO SHOULD UNDERTAKE THE JOB OF COMPILING SPOT EXPENDITURE FIGURES?
] A trade organization or organizations such as TvB and RAB.
Q A private organization or organizations such as N. C. Rorahaugh Report
or Executives Radio-Tv Service.
□ An independent organization to be set up by the industix.
3
IN WHAT FORM DO YOU THINK IT MOST PRACTICAL FOR SPOT DOLLAR FIG! Rl - PO RE ISS1 I l> NOW?
□ Quarterly by companies. □ Annually by companies. Annually by brands. irterly by brands.
1
IN YOUR OPINION ARE THERE VALID REASONS FOR COMPANIES TO KM P SPOl I XP1 ND1 II KI -
SECRET — IF THEY ARE ISSUED TO COVER QUARTERLY OR iNNI M PERIODS U Rl ID1 PASS! DI
our name.
.Title
.Company.
NOTE: All information given in this questionnaire will be considered confident
eipress permission. If you may be quoted on your opinions check here
3 ONSOR and your name and company name will not be quoted unless with
"Lucy" tins calletl a failure
far Phillip Mar r is but same shau?
helpe€l muhe PJt9s 3Marlbara ...
Fastest-growing filter-tip
28
SPONSOR
^W MARLBORO IS no. 3 nltei dp bo* whew
'.hi, I'M exect believe. Commerciali In
( K-> l\ "Lucy" .t > i • 1 spot li were important
in quick ii-'-. Shown (L i" r.i around tales
rli. hi: Roger Greene, I'M .ill director; Ron
Millhiser, M.ull brand manager; II. W.
Cbealej li., I'M \ . | .. ; Owen Smith, accounl
niperviaor al Leo Burnett, Marlboro agenc]
Mlt t( itemenl reigns al LOO Park Ave-
nue these days, and the graph in the
picture at left tells why. tne sales
curve thai continues t" rise sharpl) on
the wall after il leaves the chart tells
the Philip Morris Inc. executives and
agency man gathered before it thai the
firm's new filter-tip baby, Marlboro, is
a m hopping success.
"The new Marlboro has enjoyed a
rate of acceptance faster than that "I
an] other major cigarette since the in-
troductJon of Philip Morris ill the mid-
Thirties," declares George Weissman,
\.|>. and assistant to the president On
the hasis of field reports from Bales-
men, distributors and jobbers, lie sav-.
the company estimates thai Marlb
has already grabbed third place behind
\ iceroy and \\ inston among filter tip
cigarettes in its distribution area,
which includes about (>()' \ of the coun-
ts s population.
In the fiercely competitive cigarette
business this is do mean achievement.
It will be even more remarkable if the
present company expectations for the
brand are realized. By the end of this
year, >av company spokesmen, Marl-
boro will probably be among the top
10 of all cigarettes, third in filter vol-
ume nationally, and Dumber two in the
firm's ranking of its eight brands, right
behind Philip Morris.
Win has Marlboro apparently suc-
ceeded where similar ventures have
either failed or barely held their own?
Essentially, the success is due to the
winning combination of adroit adver-
tising, whose main emphasis has been
on network and spot tv; an intriguing
new package: and product appeal.
Most important of all. Marlboro has
cashed in on the filter-tip trend.
The rise of Marlboro coincides with
the sales drop of the Philip Morris
brand. In 1954, according to Harry
VA ootten, tobacco industry consultant
who regular!) estimates the industry's
sales, Philip Morris output dropped
17.9rr from the year before, although
it still remained number five among
the big five. This was brought to the
attention of the advertising industry
when the in in annour* ed it w as i an-
celling it- sponsorship "I n - top rated
show / Li" •■ I tn » aftei five yeai i,
I he cancellation news sparked
\ ,ii led intei pretations, some oi w hich
saw Lucy failing as a sales vehicle.
I hese comments overlooked the impor-
tant fact thai Lucy was also carr) ing
Marlboro commercials. The show w.i-
thus in the curious position of being a
-.J.- vehicle for a ii~m- and a declin-
ing brand al the same time.
The Philip Morris - Marlboro - Lucy
triangle demonstrates anew the oft-for-
gotten truism thai advertising does nol
work in a vacuum. Profound chat
are under wa\ in the cigarette busi-
ness, ami no tv program, however po-
tent, can he expected b\ itself to hold
those changes back.
\ll the leading standard Lengths
showed output drops between 1953 and
1954 Camels dropped from 106.8 bil-
lion to J59.8 billion. Luckj Strike from
71.0 billion to (>."). 2 billion, Chester-
field from ST.") billion to 42.0 billion.
Philip Morris from 30.2 billion to 24.8
billion, i \\ ootten estimates. I
Of the leaders, only Pall Mall
showed a gain, from 50.5 to 54.5 bil-
lion; the important thing here is that
the brand is king-size and given a
filter-type ad treatment.
For the big swing is on to filtered
smoking. Wuotten shows filter cigar-
ettes at over 37 billion for 195 1.
In . I ' . oi total cigarette volume. I he
industr) estimates thai filters sh<
to aboul 20 - "i the total b-
end "i 1955. In 195 I, filti n nadi
i. nl i the total.
I In- Philip Morris sales drop, in
short, i- not unique, in [at t < hi
field de lined an even great* i amount,
some 22.9' I . and th<- Camel I i 9
ilc rease was nol fai behind the I i
I. ill oi Philip Morris,
'I In- i- occuri ing in the fax <• oi an
industry-wide decline in < igarette con-
sumption w lii« li amounted to I
1954 oi ii the prei edi cord
ing i" W ootten. I li>- unit loss i ame to
18.2 billion, oul oi a L95 1 total of
386.8 billion • igarettes manufai tured.
In a 1 2 Mi\ report to the \--o. i-
ated robai i o Manufai hirers, in I l"t
>pi ings, \ a., \\ ootten attributed pari
of the d« line in unit consumption to
"adverse publicit) centering around
the cancel question. I Ither fa< tor-
cited: i I i increase in teenage and
over-45 population, who number the
fewest Bmokers; (2) growing popu-
larity of king-size « igarettes, whose
length provides longer smoking time
per cigarette and thus automatically
reduces unit consumption.
"The impact on the industr) to date
has been to change the complexion of
the cigarette business rather than the
volume of smoking -the actual tc-
i Please turn to page 7 1 1
COW lit >^ commercial helped make new filter-tip Marlboro ma-- produet Old Marlboro
had been family packaged product with appeal centered on women in metropolitan markets
25 JULY 1955
29
"^
Can commercials entertain and sell
Nashville agency proved they can on tv with variety of regional brands
M his is a story about tv commercials
that didn't try to sell very hard (and,
as a result, ended up by selling very
well ) .
This is a story which shows that "en-
tertainment" in tv commercials is a
potent selling force (but does not at-
tempt to prove it is potent for every-
body ) .
This is a story which illustrates that
advertising sometimes works best when
it is indefinable (notwithstanding the
obvious advantages of pre-testing, mar-
ket surveys and other varieties of fact-
ual research) .
This is a story about an agency that
decided to throw away the book and
do something different for one regional
product (but found out it could apply
the same approach to other types of
regional products).
The agency is Noble-Dury & Associ-
ates of Nashville. The products are
Frosty Morn, Valleydale and Reelfoot
Desire to have regional products stand
out against national brands prompted
new tv approach by Noble-Dury agency.
Bill Graham, agency v.p., second from
left, wrote commercial tunes and copy
Way in which added impact from suc-
cessful commercial snowballs is shown
in bottom photograph. References to
commercial were made in ads, package
was redone, tv tune used on radio
meats (all under the same ownership) ;
Belle Camp chocolates and Martha
White flour. The ad technique: ani-
mation with songs (not jingles) on
video.
Here are the highlights of what
Noble-Dury's foray into the field of
"entertainment" commercials accomp-
lished:
• The first commercial for Frostv
Morn, aired over WSM-TV, Nashville,
resulted in a sales increase of 100%
over a period of six months following
the commercial's first appearance early
in 1953. Two years and two commer-
cials later the sales increase was up
to 200%.
• The first use of animated com-
mercials for Belle Camp chocolates this
past Valentine's Day upped sales 23
and 30% in two tv markets where the
commercials were aired. The firm's
sales in areas where tv was not used
"barely got over the hump," in the
company's own words.
• Almost (but not quite) as exciting
to the agency as the zoom in sales was
popularity of the commercials among
viewers. WSM-TV reported, follow-
ing the debut of the Frosty Morn com-
mercial, that its switchboard was
flooded with calls from people asking
when the commercial would be shown
again. With no push from the agency,
dance bands began playing the Frosty-
Morn tune in the Nashville area. The
interest in the Valleydale song reached
such a pitch that the agency recorded
it for sale at a self-liquidating price
(10c) . Up to now 12,000 persons have
paid to buy a tv commercial song.
To Noble-Dury this combination of
sales-plus-artistic success is the vindi-
cation of an idea that makes some
admen shudder. In the words of Bill
Graham, Noble-Dury vice president
and account executive for its meat
products (and the man who wrote and
composed most of the commercials
mentioned) the idea was, in effect, to
walk in to a client and say :
"Look, Mister — we want to spend
lots of your money. But we don't want
to put the emphasis on selling your
product. Mostly we want to entertain
the public . . . and somewhere along
I he way we'll mention that your prod-
uct is mighty good."
This doesn't mean that Noble-Dury
tried something that had never been
tried before. It does mean that Noble-
Dury tried something it had never
tried before and showed a strain of
courage which points up again the
importance of creative advertising.
In getting away from specific sales
points and latching on to the more
vague and emotional aspects of selling,
Noble-Dury was not proving that one
method is better than the other (nor
does the agency say that it did). What
it did prove to its own satisfaction is
that there are two opposite poles of
effective advertising and that the less
conventional approach can offer results
just as solid as hard-sell.
This bi-polar concept of advertising
was expressed recently by Horace
Schwerin, head of Schwerin Research
Corp., during a speech at the Univer-
sity of Michigan.
Schwerin said his firm's recent re-
search gave proof of something
"creative people have long hoped was
true: Remembrance of copy points is
not the whole answer to commercial
effectiveness. . . . There is another
area besides convincing demonstration,
an area which might be called mood or
fantasy. ... A commercial of this
nature establishes its own world, with-
in which viewers accept actions and
breathe in impressions that they would
reject if the mood of the commercial
were logical rather than emotive. We
have tested commercials of this type
that have proved extraordinarily effec-
tive in swaying viewers toward the
brand advertised ; and we are receiving
more and more commercials of this
ty pe to study from advertisers who see
which way the wind is blowing.
"I like to call what I have been
outlining here "TV's Law of Extremes."
By this I mean that, in examining the
(Please turn to page 78)
SPONSOR
ifsF a piggies ambition •■ from the day he is born
IS HOPE HE LL BE GOOD ENOUGH
TO BC A FROSTY >■•
Is hope that he will be
To be a
Fan mail from viewers (»<■<• letten below) to advertisers, sold .it self-liquidating prio (10 cents). First Frost) Mora
i\ stations, followed .11 n n^ of Noble-Durj commercials, -i h li .i- one commercial resulted in fl I "t i .ill- to WSM>TV, Nashville. B
alwve. One of the commercials proved so populai n was recorded, in Nashville area j >l i \ ••■ I lune without prompting fi
ft J-/
-ie~<.
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MOST OF SIX WEEKLY B&M ONE-MINUTE COMMERCIALS NOW RUN IN MORNING SHOW ON WBAY-TV CALLED "PARTY LINE"
In 2.m/i week of 26-week tv test:
B&M results show tv is stronger
sales spur than price cut
Sales total for first half of July is greatest yet, topping 3,000 dozen cans
MMe^pile the fact that this year Burn-
ham & Morrill allowed no promotion
allowance on its oven-baked beans in
Green Bay. W is., as compared with last
year's 500 per case deduction from
mid-June through mid-July, sales in
early summer continue spurting ahead.
These are the campaign highlights in
television weeks 24 and 25 (first half
of July I.
1. CURRENT SALES: Last year on
every purchase of a case of 27-oz. B&M
beans, grocers got a 50£ deduction to
encourage them to push and promote
the product in warm-weather months —
best sales period for beans. This is a
substantial saving for grocers since the
case price is about $3.40. But this year
B&M elected to make no such reduc-
tion, preferring to see how well the
product did with its television cam-
paign as the only impetus to increased
sales.
The results during the first half of
July are spectacular in terms of the
number of dozens of cans of B&M
products sold — 3.009 this year com-
SP0NS0R
pared with 1,518 dozen last year in t h«-
same period. \\ bile the percent m-
crease 98 i- not high < ompared
h iili othei pei iods this year in w bi< li
percentage :,nn- have exceeded 100
the total "i 1,009 i ana probabl) i ••[ > i «•
-<ni ~ i h< - largest half-month sales in
the area in IUWI histoi j .
rhe fact thai last year's first-hall
Jul) Bales were definitel) inflated bj
the 504 pei '.i-'- deduction in price is
indicated l>\ what happened to ll\\l
Bales during the s» ond hall ni Jul)
last year. ITiej pra< ii' .ills liit zero,
showing thai grocers had purposelj
Btocked up t" • over future needs rather
than because ol current sales expec-
tancy, fnus it's apparent that with-
out the allowance, sales l"i the li r>t
1. ill "I Jul) 1954 would have been sub-
stantiall) lower than 1,518 dozen.
I hat tlii- i- the case is further docu-
mented b) the fact that it's the 27-oz.
size of bean (on which the allowance
was granted) which accounts toi most
ol tlic 1,518 (In/en cans sold isee
chart i. In other periods last year it
was tlic 18-oz. bean which was the l>Lr
seller.
2. TOTAL SALES: For the entire
25-week | >«• i i « >» 1 of television advertis-
ing, B&M Bales arc ahead O.'V ; . based
on tabulations t < » date, i It i- believed,
however, that when rapid tabulations
made to meet sponsor's deadlines are
rechecked at the conclusion of the tesl
more complete figures will show an
even greater increase.)
The sales after 25 week- of televi-
sion in IT).! total 1').,",;;.'. do/en can-.
Tor the comparable period in 1954,
the total is 10,318 dozen. This in-
cludes three products, the 18-oz. bean;
the 27-oz. bean: and BXM brown
bread.
These products received no national
advertising support in the Green Ba)
area last scar. The present tesl is
therefore ideall) suited to measuring
television impact. It's virtually a labo-
ratory situation with the onl\ new mar-
keting factor introduced into the area
being the 20-week television effort.
And to add to the clean-cut nature of
the test, no merchandising or point-of-
sale activity of am organized nature
has been introduced.
The station used is WBAY-TV,
ii Bay, a Channel 2 CBS TV affili-
ate. The announcements for B&M have
been placed in a variety of davtime
slots, including a children's show and
more recentl) a telephone show in
25 JULY 1955
morning hours < ailed I'm m Line
picture) .
Hm I I II lil PI UMS: The televi
Bion tesl ua- scheduled to end on 22
Jul) . sponsor's next issui 8 Au ust I
h ill carr) results i"i the fin d week "I
the test plus a rex ap "I the entire prog-
ress "I the i ampaign. H\ \1 has not
made a final dc i-ion on it- fiituic tele-
vision plan- in the Green Ba) area and
elsewhere. But ii is seriousl) consider-
ing entr) into television dining the
coming \ eai in a number ol markets.
Sales of B&M products in the < Ireen
Ba) area w ill be watched i losel) im-
mediatel) following the last week "I
telei i-ion tn see w hether there is a
carry-ovej effect from the campaign.
\ researi h firm, in fact, has i ome for-
ward with a suggestion for a follow-up
stud) in determine whether customers
will continue to repeat -ale- of the
product, among other fa< tors. \n<l in
a future issue -nine tune this fall SPON-
SOR will report on what happened to
sales alter television campaigning
came to a halt.
Wholesalers in the Green Ba\ area
were quel ied as to h hat th<-s tho
WOuId happen In the |{\\1 sales ■
aftei the 22 luK i lose •'! the t\ i
paign. Most of tho* ted fell
there w mild be < ontinued -ti
dining warm weathei months with a
drop-ofl in fall < ompared m iili noi
1) highei sumn • \ll w i
-.dei - i niii.n ted fell that the big r ise
in l!\\l sales during the past
months w ill hai e a health) eff« i on
the product next fall even without ad-
vertising. But most fell the comp
would be making a mistake if ii did
imt continue aome advertising aftei
the build-up of the pasl -i\ months.
\ new agenc) w ill take ovei the
• ount effe< tive I Septerabei \i spon-
sor - presstime, ( !hai les S. Moi i ill.
I!,\\l president, announ ed appoint
rnenl "I the John C. Dowd agen< ies,
Boston and New i "r k. replai
I'.l'.Di >. Boston. John Dowd told spon-
sor: "\\ e are stud) ing results ol the
B&M t « — t as ie« Hided in sponsor i are-
fully." No basic change in thinking
underlies the agenc) shift, sponsor be-
lieves, and new plans will nol be Bel
foi several weeks. * * •
B&M SALES FIRST HALF OF JULY 1954 vs. L955
Sales by dOKni >t B&M beans and
brown bread at nlmlesale levelt
1954 vs. 1955
27 m. brran bread
1954 vs 1955 1954 vs. 1955
AREA A (50-mile railiu-
of Gre«-n
llav)
/. MANITOWOC, WIS.
20
70
70
25
0
0
2. OSHKOSH, WIS.
0
150
0
69
0
30
3. APPLETON, ins.
100
350
300
210
0
60
4. G1LLETT, WIS.
0
110
0
75
0
0
S. GREEh BAY, WIS.
120
500
130
450
0
110
6. MENOMINEE, MICH.
50
50
0
0
0
0
TOTALS A
290 1.230
S00 829
0 200
AREA B (50-100 mile radius of Green Bay)
7. FOND Dl LAC, WIS.
8. STEl ENS POINT, WIS.
9. WAX SAV, WIS.
10. NORWAY, MICH.
11. SHEBOYGAN, iris.
12. WISt ONSIN RAPIDS, WIS.
0
50
50
50
0
80
15
1 35
20
100
10
62
100
0
350
0
50
120
98
90
20
30
15
3
n
0
0
0
0
0
6
0
0
30
n
0
TOTALS B
190 380
538 340
H 1.169
0 30
TOTALS A & B
480 1.610
0 230
Grand total first half July 1954: 1.518 DOZEN < W>
Grand total first half July 1955: 3.009 DOZEN < AIMS
tTtlcvlslon campaign began 21 January 1955
33
Radio helps
make Boston top
lash territory
45 New England Nash dealers up
sales with $43,000 am sportseast
WBZ sport ".faster Egan I r. ) presents 1951 Nash and trophy to Red
Sox' Jackie Jensen. Egan draws sports fans, appeal- to women hy in-
terviewing sport personalities like Jensen about home life, hobbies
M he New England zone was a good
one for Nash sales, but it wTas never
outstanding — until several years ago.
that is. In 1953 the Greater Boston
dealers suddenly forged ahead into
Number One place among all Nash
zones in the country and they've stayed
there ever since. Their share of total
U. S. Nash sales rose from the average
5% in 1952, to 6% in 1953, 8% in
1954— a 60 % leap that still has Nash
sales strategists scratching their heads.
Part of the secret behind this New
England sales record is the group
spirit of the Greater Boston Nash Deal-
ers Association, a spirit characterized
by a cooperative radio advertising ef-
fort which the group undertook in
1953 (through Henry M. Frost Co-
Boston ) . Their combined budget
I $43,000 a year ) pays for their year-
'round nightly sponsorship of All
About Sports, WBZ, at a minimal cost
to each individual dealer.
Aim of the program is twofold:
1. To build traffic and sales.
2. To make the Nash dealers better
known and build confidence.
They feel that the) have achieved
both aims with Leo Egan's All About
34
Sports, for only $43,000. Nationally
Nash has dropped from No. 10 to No.
13 among all makes of cars in total
sales, but the New England dealers
stayed in ninth place for 1954-5, out-
selling the other independents.
Furthermore, the entire New Eng-
land sales territory showed increased
sales as a result of the sports show.
Dealers outside of Boston area began
to contribute toward the $43,000 an-
nual budget, and todav some 45 New
England Nash dealers share in All
About Sports.
Before the Nash dealers began spon-
soring this program, they gave Egan a
new Nash Ambassador and stipulated
that he deliver commercials himself.
"I don't think anyone realized then
just how wise a move that was," says
Bert Tracy, New England zone man-
ager for Nash. "Leo Egan has proved
a remarkable salesman for Nash, and
the cooperation we have received from
the station has been wonderful.
''In 1953. we pushed to the top of
the Nash sales ladder for the first time
— and staved there. Our share of the
Nash registrations, which had been a
l Please turn to page 82 I
WBZ and dealers cooperate on promoting show. Station provides banners for show-
rooms (left* promoting program. Egan. Bert Tracy < left I watch 1953 trophy winner Piersall
try Nash Rambler. Station hires models irishti as cigarette girls for Nash dealer meeting-
SPONSOR
TIMEBUYERS OF THE U. S.
f #*/#>#/ bu #•#//#**. much #•##>.* a sal their accounts
lining ilif past several years the number oi men and women engaged in timebuying has
,a-il\ increased. \i some ad agencies timebuying personnel has doubled and tripled overnight
furthermore, timebuying personnel is known l<>i frequent -liiti-. The confusion in who handles what
iccount, in who lias moved, in who is new is one oi the problems oi a problem-beset industry.
Some station representatives have worked hard to maintain thorough up-to-date lists oi tiniebuyers.
Recent!) one such list, prepared li\ John E. Pearson Co., was generousl) made available t<> sponsoh
eaders. The li-i is being published in three parts. The first part, containing listings for most New
York agencies, appeared in the I 1 July Fall Fad- Basics issue. This issue the remaindei oi tin-
New York li-t appears as well as other East Coast cities; Chicago; othei Midwestern cities.
I i-iing- for Southern cities and the Wesl ( !<»a-t will appeal next issue (8 Vugust).
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
NEW YORK.
imirit /ruwi II Jul\ U
x II W SB & I5KVITV
1« F.ati 57th Si., PI 1-1557
i.l OKI. I-
Re.de. ', Digest J'.Vm rf
\l EXANDEB
WW MOM) SPECTOR CO.
t-tr, I'.irk <ir. <22>. Ml H-IHIT
IHR. R \l)lo l \ RK H \R1> W UNi
«»""«,. ^r
STORM & KLEIN
M u ,-<i tsth Si. <:tt>>, (I t>-irmt
1 ARTIIl'R
J M Mil I lit
STREET * FINNEY
■ ii , ii i;ih S». (36), I I <>■! TOO
V.P fc RADIO riMEBUYER Hllt\ rHOMAS
Ml RKTARY TO HELEN THOMAS - JEAN AYRES
( ardui j
Doans Pills y m , KN
Florieni Deodorant | l mom \-
K.m-Kil I
ns< |{
177 WaJUon Int., Ml H-ldOO
C»rt<r I'tniluil.. Inr.
Arrid - I". S. (Regular St Chlorophyll) 1 j,. vN
Arrid - Canada (Regular .<. Spraj j < VKROLL
Rise - U. S. ")
Rim- ( anada <!m si kkn
Bingo - U. S
Bc«t Foods
Presto "I
HO Quick Oats , JA^1N(>
HO Cream Farina J
Lever R - -
AGENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYERS
Lifebuov I JKAH
I 1RRI
SUvet D
j vi k
c \N\IM.
W MIHI
HOVt E
1
Nii\/i-ma Ch
ln-mii.il / j£AN
Simonu f CARRi
Smith Brothers
Whitehall Pharmacol (BiSoDol-
Regular Mints, ( hlorophyll Minis.
Powder; Infra Rub) {
Mi--. Filbert's (margarine, mayonnaise,
salad dressing)
-It \ t -I lit \
( lark ( .miK \ j^ck
Bllll- (li.ll l I WMM.
J. WALTER THOMPSON CO.
t20 Lrxinglon Awm. (17). M( 8-2000
111 \1> riMEBUYER 1 \MI s <> I l ( I
M vitln
Atlantis Sales KIH( „M<
ALICE VUH.r
BriU0^M?S
Champion
Purolator Products
1 ..i,l D. all i \d\ .
i M \KI(»
\ KlHi lit It
I t II V\
i HIMENI
i I l\ I
P4I K\RII
PAUI
not i.l v-
SI i. oi i • i -
AGENCY. ACCOUNTS. A0DRESS i PHONE TIMEBUYERS
lur.l MolOI ( mlr.ll tunc! I ' ' ' ' VN
-
Oil \
I B Williams \
jot MIHkHI
VI I t N >UK-
UUN - VI k-
III \n I [Ml BUYER I \i \1 M SH tNNON
K" K IIO lit K
Mi ntholatum I
I I II VNk
Scon Papt i ( MAKSHAIJ
jot IIMtktK
lotana ManvUle ,,,„ ,,, , NN
lit u t \ > v 1 1-
Diiniij ; AI |, f » ,,i ,
Pan America
1
HIM I.l V NN
lll»H ^ V II -
Standard Brands J,1,,1 ."VK^,F'<
i i I
u i N^«^ surra
III \l> l IMI III -i l R \\\l < u R.IGH I
n»ighi j
Aluminium Ltd. ]
Bli
Church 8c
Irving TniM / M lKI(,
j him lit K
■— b«- I^aSssJu
NANCYSHtra
Pharmacraft ) MARIO
Pond', Extract I*,'™,,,,
'nd-rSm"h 'i'uimiv.I
ESJ£S
N \ ( .inr.) UXBHSAOKS
25 JULY 1955
35
JOSEPH E.
KNAP, JR.
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
WILLIAM H. WEINTRAUB & CO.
(ii. ....... NORMAN, CRAIG a: KUMMEL, INC. as of
7 Jul* 1955, after SPONSOR*! preutlme for the Fall
I ... i i -... »
408 Madison Ave. (22), PL 1-0900
BlatzBeerl ,„
Kalser-Frazei V DOWLING
Revlon J JULIA ii < \-~
WESLEY ASSOCIATES
24,7 Park Ave., EL 5-2680
Shulton, Inc. (Old Spice)
YOUNG & RUBICAM, INC.
285 Madison Ave. (17), ML'. 9-5000
V.P. AND DIRECTOR OF MEDIA-
PETER G. LEVATHES
EXECUTIVE ASSISTANT-
WILLIAM E. MATTHEWS
ASSOCIATE DIRECTOR-FRANK COULTER
ASSOCIATE DIRECTOR-THOMAS M. HACKETT
ASSOCIATE DIRECTOR-CHARLES T. SKELTON
ASSOCIATE DIRECTOR-HENRY L. SPARKS
ASSOCIATE DIRECTOR-SAMUEL THURM
(AH Borden; -,RUSSELL
Institutional; Cheese Division) YOUNG
Duffy Mott (Apple Products; Sunsweet f Adelaide
Prune Juice; Clapps Baby Food) Hatton*
Borden (Starlac, Evaporated Milk; )
Instant Hot Chocolate; Eagle Brand) f
Bristol-Myers (Sal Hepatica; Bufferin;
Vitalis Hair Cream)
Drackett (Drano; Windex)
Ford Motors (Continental
Div.) j.
KIRK
GREINER
Joseph
O'Brien*
MARTIN
MURPHY
Sy Drantch*
WILLIAM
DOLLARD
Thomas
Comerford*
EDWIN BYRNE
Robert
Kowalski*
General Cigar (White Owl Cigars; Wm.
Penn, Robert Burns Cigars & L
Cigarillos; Van Dyke) |
j
General Foods
All Products; Corporate "1
D-Zerta I
Jell-O J
Baker Coconut ~|
Birds Eye Div. J.
(Jack & Jill Cat Food) J
Calumet Baking Powder '
Certo & Sure Jell
Kernel Nuts
Log Cabin
Maple Del
Sanka
VANCE LYNCH
Arthur
Meagher*
VANCE HICKS
Marie
Fitzpatrick*
JOSEPH
LINCOLN
Emma
Whitney*
KAY BROWN
Ann Purtill*
LORRAINE
m i, i. into
Edith
Johnson*
Swans Down Cake Flour
Baker Chocola
BYRNE
ir ) EDWIN BYR
te ? Robert
J Kowalski*
, WARREN
Swans Down Mixes I BA.HR
Postum ( George
MacDowell*
La France & Satina )
Minute Products j
A. B. PRATT
Mary King*
Goodyear Tire & Rubber ]
(Goodyear Tires; Lifeguard I DESMOND
Tubes; Institutional) I
iulf Oil J.
*Assistnnt
O'NEILL
FRANK
GRADY
Wayne
Stoops*
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
International Silver "I GEORGE
(1847 Rogers Bros.; International j. HOFFMAN
Sterling; Stainless by International)
JohlUO
Hurley'
kIKK
n & Johnson (baby products; ) grei.N'ER
Surgical Dressings Div.) j Joseph
' O'Brien*
Life Savers \
FREDERICK
WEISS
Bertrand
Hopt*
Lipton Tea & Soups ( IH?MA^
' COMERFORD
Lorillard (Kent C
ig) |
JOHN
HENDERSON
Martin
J I ii k .i -I. ..k '
JOHN
Metropolitan Life Ins. f FLOURNOY'
Simmons | Bette Rut
ARTHUR
National Sugar Refining I JONES
(Jack Frost; Arbuckle Sugars) | Kenneth
I Phelps*
Procter & Gamble (Cheer)
LLOYD
HARRIS
FLORENCE
DART
WILLIAM
WALKER
Catherine
Brostrom*
WARREN
Remington Shaver i BAHR
'. George
J MacDowell*
Singer Sewing Machine \ A- B. PRATT
. Mary King*
Time (Life Magazine; Time Inc.;
Sports Illustrated Magazine
Time Magazine)
MARTIN-
MURPHY
George
Bailey*
GEORGE
. HOFFMAN
Genevieve
Hurlev*
WARREN
BAHR
George
MacDowell*
BOSTON. MASS.
ALLIED ADV. AGENCY
lOO Boylston St., Hubbard 2-410O
Beacon Co. (Floor Wax) \ ™*£™,
ARNOLD & CO.
262 Washington St., Richmond 2-1220
Old Monastery
Wines C
ARNOLD Z.
ROSOFF
HAROLD CABOT & CO.
136 Federal St., Hancock 6-7600
H. P. Hood & Sons (Dairy Prods.) "I
N. E. Telephone & Telegraph I ^ALL"AMS
S. S. Pierce (Food Prods.) J
CHAMBERS & WISWELL
250 Park Square Bldg., Liberty 2-7565
Habitant Soup j HELEN^
AGENCY, ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
JAMES THOMAS CHIRURG CO.
Alt Park Square Bldg., Hancock 6-7310
MEDIA DIR.-HERMAN A. BRAUMULI.hR, JR.
1 HERMAN A.
International Shoe (Sundial) j. BRAUMULLER
\ JR.
JOHN DOWD CO.
212 Park Square Bldg., Hubbard 2-8050
MEDIA DIRECTOR -WM. H. MONAGHAN
Cott Beverages 1
Megowen Educator Food l *M- H-
,.. ■ t ..r t MONAGHAN
Waltham Watch J
INGALLS-MINITER CO.
137 Sexcbury St., Commonwealth 6-5767
Moxie Co. "1
Friend Bros. (Beans) \ g£*£
Tabby Cat Food J
HERMON W. STEVENS AGENCY
9 Neicbury St., Copley 7-2757
MEDIA DIRECTOR -S. J. CRUPI
Father John's Med
Salada
icine 1
Tca | S. J. CRL-I
BALTIMORE. MD.
CAHN-MILLER
1 £. 24th St., Belmont 5-2520
W. B. DONER & CO.
225 «. Fayette St., Mulberry 5-1 800
National Bohemian J. p^p RT
JOSEPH KATZ CO.
10 W. Chase St., Lexington 9-1500
ADV. & SALES PROM. MGR.-GEORGE M. GLAZIER
SPACE & TIME BUYER - JEAN MITCHELL
~., ■. GEORCE H.
American Oil ) GLAZIER
Maryland Pharmacal (Rem & Rel) \ JEAN
' MITCHELL
KAUFMAN-STROUSE, INC.
130 W. Hamilton St., Saratoga 7-2414
KUFF & FELDSTEIN
233 E. 25th St., TV 9-1485
S. A. LEVYNE CO.
343 St. Paul Place, Mulberry 5-3390
Baltimore Paint & Color "I
Cat's Paw L JUNE
Recipe Foods/ ENGELDORF
EDWARD PRAGER ADV. AGENCY
lOOl .V. Calvert St., Vernon 7-2525
Webster Clothing (Brooks Clothes) \ ^{V'en
VANSANT, DUGDALE & CO.
15 E. Fayette St., Lexington 9-5400
Crosse & Blackwell "1 ROBERT V.
Fram I WALSH
r c o , r- I EVELYN K.
F. S. Royster Guano J hUtt.MAN
PHILADELPHIA. PA.
ADRIAN BAUER ADV. AGENCY
1528 Walnut St.. Kingsley 5-7870
Blue Magic ) DAV1D
(Easy Monday Liquid Starch) j KAIGLER
AITKIN-KYNETT CO.
1400 S. Penn Sq., Riltenhouse 6-7810
36
SPONSOR
_
IAGENCY. ACCOUNTS. ADDRE&S A PHONE
TIMEBUYERS
1IIMIT, I'KISION,
( RAPIN,
LAMB
f KEEN
im> v,, / ir/i Si., / ... Ml
1/ mo
U II. ,111 N s,„n B
■Oil Tea) t
J
■Ol i
i in n 1 1 \
V \\. IYER A ->ON
U U .i./ii.. Kl..,i ••,,. I., ial.ar.1 I-4IIIHI
Si » ^ . .i k lisl ..I timebuyen In II Jul* tame i"i
fanes ni \ u niR timebuyen
W VI IKK F. RF.W1 T ft CO.
; ».< . /... „,r Si . Ktmg$li , . i.7->H
Baltimore Gospel rabernacle ) nun
made / , „, ,,
Bible Stud] ii.Mir [ mi Ni hi
JAMES THOMAS CHIRI H<; CO.
1500 » aim,, M. H/./e , /ViiM»;.,i. «.,r .!-'>.-. I.I
MEDIA KIK 1IIKM \\ \. MK \ t Ml I I I K IK
ECOFF & JAMES
121 •>,. iir„a.i m.. m— nj-y imftir 5>I459
Ceorge I) W.ilunll & Co.
(Interior and exterior house pai
fc Co. )
inis) |
IHIN It V I II t
GEARE-MARSTON \DV.
22 and I ... utl S»,., /,.,„.( I-I>.".:ll)
Pennsylvania Salt J. •,'RA>'K C.
mi Rpm
(.11 O * ROGERS U>V.
|J >u. 12th St- Halnul 2-IHOII
Diamond stale relephone ) waiter m
(Bell Telephone) f F.RICKSON
PHILIP KLEIN ADV.
( nii.-r.ii, HI. I-.. it>th * Locum Sit.,
Penny-packer 5-7696
Paper Mate J. HERBERT
I KIM. Ml II
AL PAI L LEFTON CO.
1617 (Vmi.Wi.iin,! Bird., Riltenhouse 6-1500
Cencral Baking (Becker's Bread) ) ALEX
Signet Club Plan
) ALEX
( i;rikh\
LEWIS & GILMAN
152/1 ttalnul St.. P,nn> packer 5-9900
Wyetb laboratories (Vi-Cillin) } PKTER
Fleer's Bubble Cum £ KONDRA9
W. WALLACE ORR
1514 Wrnbuu St, KtugUmj 6-4140
TOWN ADV. AGENCY
1420 » .i/n«f >'(.. Ktngataj t-trio
Fels & Co. ) MARY
(Instant Fels Naptha) j DUNLAVEY
WILKES-BARRE. PA.
Li WFIELDHOl'SE ADV.
15 So. Franklin St.. W ilkes-Barre. Pa.. Valley 2-7182
Wist Potato Chip
1
( Mel
J JR.
el VI (.III IN.
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYERS AGENCY. ACCOUNTS. ADO RES8 A PHONE TIMEBUYERS
CHICAGO. ILL.
\l BRJ Y, I l\l »Y, M Mil El A HODGSON
-■'" > >f.. /.,.... I,. . / ,. >,„„, / ,, /,,««>
Doublet
Williamson I tndi '•' Nl
I II.IMIII I
luii i national II u \r>trr
I'.I'.IM.
919 \ UUklmmm
I. ■ I I I I. •<„,,.■,,.., 7 ■/.■in)
Murine ) Rl ssn
Pete Hand Brewi n \i. Isti rbrau i ' "" '•
' I <>l( V
/rllllli k i,l,,.
BEA1 MOM A IIOIIMW. I\<
( nil V
II VU M\MI\
6 V. Mir/ll
I . . . ( . alral t,- IJ III
I I \i:m
I Id Ml \l
Greyhound Ru^mes . ji vn
MM k-< Mill
) w. « o'sni
\\ U II R F. BENNETT CO.
2t> V. Wmthmr Drivm (6), Franklin 2-1131
Assemblies of Cod | u \l I I n
I ight of Life Hour I ,lhNN> '"'
BOly Graham cOTrTHEl
GORDON BEST CO.. I\< .
2211 V. l.aSalle St. (1), Slot* 2-5060
General Finance ] E A TRIZIL
Milner Products I FRANK MOOR
Maybelline f Richard
„ . ' „ in -i
Helene Curtis I KAY K>ICHT
E. H. BROWN ADV. AGENC1
20 V. Worker Drive ( 6 ) , Franklin 2-9494
Funk Bros. 1
-..__-. R- CRAHH
Southern Farmer J. clljjv
Pratt Food KORNCIEREL
Bl CHEN CO.
■*00 W. W. .',.,.„ St. (6), Randolph 6-9305
Oliver Tractor ^ WIS FISHER
Fairbanks Morse l "°J*I'.ARD
^., . , . .' ROSE
Club Aluminum | , f f , U(|s,,n
LEO BURNETT CO.
340 V. Hirhienn In: (I). Central 6-5959
Comstock Canning
Toni
Tea Council
Pure Oil
Buster Brown Shoes
Pillsbury Mills
Farina
Mars. Inc.
P&G (Lava. Joy)
R.iuer & Black
Kellogg
Pfizer Feeds
Globe Mills
Santa Fe R. R.
Converted Rice
Green Giant
Marlboro Cigarettes
Hi ili man H, i r
DICK roo>s
BOWF.N
Ml M)AY
nil i n
«u\in
kin l l EMING
IOHN II Md'l i;
k\^ vnnt^
JOH>' BOIIIN
REX FRINi II
NICK TK>I I
PHIL ARI 111 II
DAVE
VIINOLD
IIVI IIM^IIN
DICK
FOERSTES
ii vim v
FtRI.ONi.
ESTHER
K M « II
JOHN
DEVI ON
I VKI (.1 V II
( sMPBl I.I.-MHII1 N
919 V. MUhisan Ire. fill. Delaware 7T.,I
Vmeiuan
( fa rrm
MINN ||
KAPLAN
n Dairy Assoc. ] K vl'l
,n Paper Mmst^;'^
John Mom , r vn
ROSSI VND
( I IIC 1 - I I W-l \ \l)\.
/ I . - /..* lie >
M ,11 I I N
FRITZ
I' VI mini
FRIT2
I
< OMPTON \U\ .. IM .
I il u ;„.'„,„ hi.. I i i ,. it. ., ,.
i brld ) WM, H him
;i v
VI VN
MIVIIIIV
II M III <
D'ARCl \l»%.
/( % *li.hiKaa l,e I J,. I e„lr,.l I, I . U.
Ill II ^
I VV \ I V
II V V SP1 M I H
J RAN HI NN| | |
DANCER-FITZG1 i< \l LVSAMP1 l
-•-•; V l.aSalle N«. (1), Financial LITIM)
i'i ill Sewing Machine HAHB1 nu
dated I'roducu I KA l in iiini
ng Insurance "" Kl "
1 .
2113
B. DONER I 0.
V U al.aih ll>». I I ), ll.arl
2-4t>76
lieer |
PlaMi.ru-
M I
KOSTMAN.
Ml GGAN-PHELPS
307 It. Michigan tie. Ill, Rand,.l,,h 6-1076
] FRVNK
DLO<. V N
I.IOKl.l
ohdati ,1 Drugs o°i.k.arv
1 n.olin Plus f WILLIAM
I C1.INI
| NORM VN
J PHFI Pfl
ERWTN, W \SEY * CO.
230 V. Michigan Ire. (I I. Randolph t,-l9St
Kiinx-Carbon ~\
Hyde Park Beer |
Sug B<< r JOHN <.» >NN
Chamberlains Lotion Sc A yds f HEI I N SIKID
■ n Canning
Dad's Root Beer
FIRST UNITED BROADCASTERS
201 V. Weill St. (6 1. Randolph 6-7/100
Willard Tablet
HI (.11 R vi. IK
M vmil I I n
< oNvim
FOOTE. CONE & BELDING
155 E. Superior St. (111. Superior 7-4800
iour I
il e Creamery
Hall Bros. Cards
I ibl I ihby
S. C. Johnson fc Sons i Carnu)
ins r«itinue<t next pts»)
I.INI V II v |
I I MI'IH
«.« IN
IHIII.II
DORoim
FROMIIIR/
ROHUI I
III ~^l V
III IV II VHI
COMIN*. M \ 1 [SSI I
I li>- lliird and final portion oi thi*
li-l of ag S, th>ir tinn-lniv .
■ ■ mint- ili--\ handle w ill a]
in the !! \u^ii-t issue, ^reas 1 overed
will Include: ihe Midwest, South,
Southwest and W • -t (^oast.
25 JULY 1955
37
- ^
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
CLINTON E. FRANK, INC.
Merchandise Man CI). Whitehall t-5900
Reynolds M< tab |
Quakei ().,ts ( JACK
I), .ni Milk MM fll WS
I, ,in Co. < Pampei Sh impoo) j HELEN l>\\ IS
I (nilcl^ Mai aroni |
FULLER & SMITH & ROSS
105 W. Adams St. (3), Andover 3-5041
I , i^uson Tractors ) OIARLES
Keystone I . nces \ BILLINGSLEY
GLENN-JORDAN-STOETZEL
307 N. Michigan tie. (I). State 2-11927
1 R. R. ROZEMA
( hnstian Reformed Church }• (;f;orge
J McGIVERN
GOODKIND, JOICE & MORGAN
919 N. Michigan Ave. (11 ). Superior 7-6747
Planters Peanuts and Peanut Butter } FLORENCE A.
Illinois Canning | NEIGHBORS
GRANT, SCHWENCK & RAKER
520 N. Michigan Ave. (11). Whitehall 3-1033
JAMES E.
SCHWENCK
FRANK
BAKER
Bankers Life ft Casualty j, BETTY
ARMSTRONG
MARSHALL
EDINGER
TOM ELVIDGE
GRANT ADVERTISING
919 N. Michigan^- Ave. (11), Superior 7-6500
1
Dr. Pepper } fRED
Monroe jChemical (Putnam Dies) i NORMAN
GEORGE H. HARTMAN CO.
307 N. Michigan Ave. (1), State 2-0055
Mvstik Tape "I
Berghoff Beer I
Joanna Western (TV) }. VIRGINIA
Manchester Biscuit
Sawyer Biscuit
CALDWELL
HENRI, HURST & McDONALD
121 W. Wacker Drive (1). Franklin 2-9180
Ready-To-Bake (Puffin) } LAURA "ALL
H. W. KASTOR & SONS ADV.
75 E. Wacker Drive (1), Central 6-5331
Int'l Milling (Robin Hood Flour) ]
P & G (American Family Flakes) I JOHN URICE
Union Starch & Refining f HARVEY
Pennant Syrup j MANN
EARLE LUDGIN & CO.
121 W. Wacker Drive (1), Andnver 3-1888
Rath Packing '
Rit and Shinola
Manor House Coffee
Stopette Deodorant
Wrisley
Linco Bleach
Bendix
MARK T. MARTIN CO.
59 E. Fun Buren, Harrison 7-9199
JANE DALY
RUTH BABICK
KAY MORGAN
MARILYN
BEILEFELDT
Churches of Christ I GLADYS^
AGENCY, ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
M WON
664 V. Rush St. (11), Whitehall 4-1676
] lf.s siioi.n
Hotpoinl ' PAUL KELLY
DICK LARKO
M< CANN.ERICKSON
31H S. Michigan Ave. (4), Webster 9-3701
JOHN COLE
PAT
CHAMBERS
ESTHER
ANDERSON
HOWARD
HELLER
PAT GRAY
' EVELYN VAN.
DERPLOEG
Mi I not
Derby Foods
Swift's Ham & Bacon
Su ill's Su lilies
Swift's Ice Cream
ARTHUR MEYERHOFF & CO.
410 ft. Michigan Ave. (11), Delaware 7-7R60
Owen Nursery
Wrigle) (hewing Gum
III. Meat (Broadcast Corned Beef
Hash 8c Redi-Meat)
Brach Candy
Myzon
D-Con
Heet (Demert & Dougherty)
Ratner Promotions
MaoFARLAND, AVEYARD & CO.
333 N. Michigan Ave. (I), Randolph 6-9360
,. _ , BEVERLY
Alemitc Corp 1 HICKS
Drewry's Ltd. [ BUD TRUDE
Zenith Hearing Aid I JAMES
> SHELBY
NEEDHAM, LOUIS & RRORBY, INC.
135 S. LaSalle St. (3), State 2-5151
Campbell Soup
Phenix Foods
Household Finance Corp.
Johnson Wax
Parkay Margarine
Nesco, Inc.
Kennell Products
Morton Salt
Wilson— (Canned Meats and Soap)
Sporting Goods)
Monsanto Chemical
OLIAN & BRONNER CO.
35 E. Wacker Drive (I), State 2-3381
American School
Atlas Beer
Edelweiss Beer
Beltone
Sealy Mattress
Princess Pat Cosmetics
DON
DeCARLO
PAT
' BROUWER
ARNOLD
JOHNSON
KAY
KENNELLY
O'NEIL LARSON & McMAHON
230 N. Michigan Ave. (1), Andover 3-4470
„ NELSON
Mail Accounts j McMAHON
Inidrin (Rhodes) i GRACE
MORAN
PRESBA, FELLERS & PRESBA
360 A'. Michigan Ave. (1), Central 6-7683
Flex-o-Glass
Olson Rug
Hi-Life Dog Food
WILL PRESBA
CHARLES
DABNEY
FRANK STEEL
GRANT SMITH
GLENDA
ALLEN
REINCKE, MEYER & FINN, INC.
520 .V. Michigan Ave. (11), Whitehall 4-7440
C B & Q RR ) WALLACE
Anio Windshield Wipers j MEYER
L. W. RAMSEY CO.
230 ft. Michigan Ave. (1), Franklin 2-8155
Sawyer Biscuit (Iowa)
Mickelbcrry Sausage
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
Squire Dingee I UOROTHY
(Ma Brown Products) f PARSONS
Marshall Canning I *-■ H.
„ „ .- COPELAND
Brown Beauty Foods
ROCHE, WILLIAMS & CLEARY
135 S. LaSalle St. (3), Randolph 6-9760
Hardware Mutual "j
Milwaukee RR [
John Puhl Products ( CHARLES C.
., , , BRODERSEN
Nadinola I
ROGERS & SMITH
20 V. Worker Drive (6), Dearborn 2-0020
Little Crow
.M.II,ngJHAYN„.
OLDS
RUTHRAUFF & RVW
360 ft. Michigan Ave. (1), Financial 6-1833
Wrigley Chewing Gum "
A. E. Staley
Strong Heart Dog Food
American Breeder
Allied Florist
HOLLY
SHIVELY
IRENE HESS
EDMUND
ROSS ROY, INC.
307 It. Michigan Ave. ( 1 ), Randolph 6-70OO
Lake Central Airlines J. R,05f.^T.A
RUTLEDGE & LILIENFELD, INC.
121 W. Wacker Drive, Dearborn 2-6326
Puritan Foods (Realemon)
ANNE COYLE
National Tea (
HARRY SCHNEIDERMAN, INC.
141 W. Jackson Blvd., Webster 9-3924
State Finance ) DORIS
Lane Bryant j GOLOW
SCHWIMMER & SCOTT
814 ft. Michigan Ave. (11), Whitehall 4-6886
Kist Beverages
Schutter Candy
Walgreen
Keeley Beer
Salerno- McGowan
Hawthorne-Melody Milk
Spiegel, Inc.
HA Hair Arranger
Red Dot Potato Chips
Brown Food Processors
RUSSEL M. SEEDS CO.
51 £. Superior St., Mohawk 4-6323
R. R. RIEMEN-
SCHNEIDER,
JR.
Pinex "j
Brown 8t Williamson | MERLE
(Wings and Raleigh) ^SmMA
Elgin American | rCSSET
W. A. Shealter Pen J
JOHN W. SHAW, INC.
51 E. Superior St.. Mohawk 4-6323
I ehon Mulehide Roofing
Quaker Oats Co
and P.u
\NN
Armour \ SHEAFFER
(Corn Meal ( BOBBIE
ack-O-Ten) J LANDERS
CHARLES SILVER & CO.
737 It. Michigan Ave. (11), Superior 7-6625
CHARLES
"I SILVER
Rival Dog Food >"£oMON
J MAXINE ZIV
38
SPONSOR
The Only
MAXIMUM POWER
Station Between
DALLAS AND MEMPHIS - - - - 423 miles
TULSA AND NEW ORLEANS - - 553 miles
NEW
ORLEANS
Represented by
VENARD, RINTOUL and McCONNELL. Inc.
Walter M. Windsor, General Manager
AGENCY. ACCOUNTS, ADDRESS A PHONE TIMEBUYERS AGENCY. ACCOUNTS. ADDRESS & PHONE T1MEBUYER8 AGENCY, ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
SIMMONDS & SIMMONDS, INC.
520 N. Michigan Ave., Michigan 2-3360
1 PHIL
Bl Beverage ^OWAS,nSR.
J SEEDER
SMITH, BENSON & McCLURE
8 S. Michigan Ave., Stale 2-1931
Sterling Beer ^MCKokder
TATHAM-LAIRD, INC.
64 E. Jackson Blvd. (4), Harrison 7-3700
Armour (Ham, Bacon, Sausage)
Simoniz
Toni (Bobbi)
Wiedemann Beer
General Mills (Korn Kix,
Surchamp Dog Food)
Swanson Chicken
Wander Co. (Ovaltine)
Norge
PAUL
SCHLESINGER
JOE PERRY
JIM MADISON
CEORCE
BOLAS
HAROLD
BENNETT
DON GRASSE
JACK RAGEL
JIM ZITNIK
SYLVIA RUT
RERNICE
MoTAGGART
BOB ATWOOD
J. WALTER THOMPSON
410 N. Michigan Ave. (11), Superior 7-0303
Kraft Foods
Swift & Co. (Allsweet)
Indiana Bell Tel.
E. R. FITZ-
GERALD
ELLEN
Libby, McNeill & Libby | CARLSON
Quaker Oats (Aunt Jemima
Pancake & Cake Mixes)
Seven-up Bottling
TURNER ADV. AGENCY
101 E. Ontario St., Michigan 2-6426
T. V. WATSON
BILL
KENNEDY
C Cedar
KARL
VEHE
F.
U. S. ADVERTISING CORP.
23 E. Jackson Blvd. (4), Webster 9-0911
Wilson & Co. Ideal Dog Food
Wilson & Co. Salad Dressing
Wilson & Co. Bakerite
M & R Mfg. Co. (Sno Bol)
Schulze & Burch
A. J.
ENGELHARDT
AL BONK
C. E. RICKERD
GEOFFREY WADE ADVERTISING
20 N. Wacker Drive (6), State 2-7369
. , LOU J.
Miles Laboratories ) NELSON
(Alka Seltzer, Nervine) f DAVE
' WILLIAMS
WEISS & GELLER
400 N. Michigan Ave. (11), Whitehall 3-2100
Monarch Foods 1 JACK BARD
College Inn Foods NORA^
Tom Co. r ARMELLA
Cudahy Packing J SELSOR
WESTERN ADV. AGENCY
35 E. Wacker Drive (1), Andover 3-2445
FRED PAINE
De Kalb Hybrid Assoc. 1 LIMMERICK
Allied Mills L DEL GURLEY'
PureMi.kAssoc.jW.iW.UNFER
ERICKSON
WHERRY, BAKER & TILDEN
919 N. Michigan Ave. (11), Delaware 7-30OO
CLIFF
BOLGARD
HARRY
RARGER
MARCELLA
O'NEIL
GORDON
HENDRY
Quaker Oats
(Full-O'-Pep Feeds)
YOUNG & RUBICAM
ill N. Michigan Ave. ( 1 ), Financial 6-0750
MARION
REUTER
RUTH LEACH
American Bakeries (Taystee Bread
Crennan Cakes)
Elgin Natl. Watch Co. I ,
Marathon (Northern, Waxlex) f TABOLOFF
Intl. Harvester PEGGY
Borden (Milk, Ice Cream) J McGRATH
CINCINNATI. OHIO
RALPH II. JONES CO.
Carew Tower (2), Garfield 2300
Nu-Maid Margarine '
Kroger Company
Happy Family Baking
Strictmann Biscuit
Duncan Hincs Macaroni
ANN SMITH
„ EULA REGGIN
EDNA
HAVERKAMP
MIDLAND ADV. AGENCY
First Natl. Bank Bldg., 105 E. Fourth, Main 2112
Burger Beer }. B. B. FISHER
PECK-HEEKIN
414 Walnut, Garfield 1520
Bavarian Beer \ 5I9,H,ARD
'PECK
PECK
STOCKTON-WEST-BURKHART
1303 First Natl. Bank Bldg., 105 E. 4th, Dunbar 5600
Jergen's '
Hudepohl Beer
Gibson Wine J. D(
Island Creek Coal
Chunking Food
CLEVELAND. OHIO
BEAUMONT & HOHMAN, INC.
NBC Bldg. (14), Cherry 1-3947
Greyhound Bus "|
McKesson & Robbins I £TEyAR.T
i.ru- i 1 i.r v f CRAMER
Whirlpool Washers
FOSTER & DAVIES, INC.
2116 Keith Bldg. (15), Cherry 1-0711
Alliance Tenna-Rotor i miles F.
Alliance Boosters ( McKEARNEY'
\ MI
j Mc
FULLER & SMITH & ROSS
1501 Euclid Ave. (15), Cherry 1-6700
W. G.
CHALKLERY
Aluminum Co. of America } M. M. SCOTT
Sherwin Williams Paint l i"
CHESHIRE
LOU J.
BOYCE
GREGORY & HOUSE, INC.
2157 Euclid Ave. (15), Main 1-7822
r> > a ■ . a r-i r- -, BROMLEY
Duke Amomatcd Chewing Gum 1 HOUSE
Wilson Plastics ( MRS. MARION
REEVES
GRISWOLD-ESHLEMAN CO.
14/0 Terminal Tower (13), Toirer 1-3232
Tappan Ranges "I R. C. (DICK)
B. F. Goodrich \ W°JND*UFF
(Hood and Miller Tires) J pexERS
LANG, FISHER & STASHOWER, INC.
1010 Euclid Ave. (5), Main 1-6579
Brew. Corp. of America "j r.„RV _
(Carlings Black Label Beer) I McKELVEY
Grand Industries, Inc. (Stoves) [ DAVID
Richman Bros. STASHOWER
McCANN-ERICKSON
Natl. City Bank Bldg. (14), Cherry 1-3490
Standard Oil of Ohio '
Ohio Bell Telephone BRUCE
Perfection Stove I HARDY
Leisy Brewery MEL W*F'SS
Nu-Soft (Laurel Prod.)
MELDRUM & FEWSMITH ,INC.
1220 Huron Road (15), Cherry 1-3510
Willard Batteries
Glidden Paint
Dearborn Motors (Ford Tractor)
Stewart Co. of Dallas
Durkee Foods
Sieberling Tires
C. J.
LONSDALE
DON A.
ELLIOTT
MURIEL
MACK
rnell- }
iiart) |
BRUCE STEH
NELSON STERN ADV.
Film Bldg. 2108 Payne Ave., Tower 1-5255
CDR Rotor (Cornell-
Dubilier-Rad
SWEENEY & JAMES
510 Bulkley Bldg., Main 1-7142
Firestone Tires L DOROTHY
> OESTERLE
DETROIT. MICH
STANLEY G. BOYNTON CO.
159 Pierce St., Birmingham, Mich., Midwest 4-2346
„ STANLEY
Calvary Hour 1 BOYNTON
Radio Bible Hour ( MARJORIE
' SMITH
BBDO
Penobscot Bldg., Wo. 5-0620
SLAYMAN
BROOKE, SMITH, FRENCH & DORRANCE
8469 E. Jefferson (14), Valley 2-9700
Hudson Motor Car
Ironrite
HAL RUMBLE
D. P. BROTHER
4-135 General Motors Bldg. (2), Trinity 2-8250
CARL
GEORGI, JR.
Oldsmobile } JOE HENRY
A. C. Spark Plugs rPHJTLJS
DICK
HOFFMAN
CAMPBELL-EWALD
General Motors Bldg. (2), Trinity 2-6200
Chevrolet Motors
Goebel Brewing
J. J.
, HARTIGAN
( JIM TELISKY
( PHIL McHUCB
' ROB
CROOKER
CLARK & ROBERTZ, INC.
826 Fox Bldg. (I), Woodward 1-550O
Kasco Dog Food and Farm Feed ") BRUEGGEN
Cleveland Cliff Ironcoal I RUTH
AP Parts (Miracle f 5^°;MAN
. V . , CAROL
Power Motor Lubricant) I \E\nEXX,
40
SPONSOR
AROUND FARGO,
WDAY-TV
PITCHES A
SHUTOUT!
WDAY-TV
FARGO, N. D. • CHANNEL 6
^ Affiliated with NBC • ABC
4&^y i ri i & pi ii rs, IN* .
^W^l Exclusive \ational Representatives
A.TEST Fargo -Moorhead Hoopers credit
\\I)WI'\ with an almost clean sweep of
audience-preference honors. The chart shows
that between 5 and 6 times as man) Metropolitan
Fargo families tune to WDAY-TV as to the
next station.
Look at the sets-in-use — a whopping lug
65% at night!
Although Metropolitan Fargo represents an
important segment of \\ DAI - T\ 's coverage, it's
not the whole stor\. \\ I) \^ - 1 \ i- al-o tlie pre-
ferred station in most of the liea\ il\ -s atnrated
Red Rivet Valley. A^k Free & Peters for the proof.
HOOPER TELEVISION AUDIENCE INDEX
Forgo, N. D. - Moorhead, Minn. — Nov., 1954
AFTERNOON (Mon. thru Frl.)
1 2 noon — 5 p.m.
TV-SETS-
In-Utt
Share of
Television Audienc*
WDAY-TV
Station B
28
86
14
5 p.m. — 6:30 p.m.
48
88
13
EVENING ISun. thru Sat.)
6 p.m. — 12 midnight
65
85*
17*
l*Ad|Ulted to compensate for fact ttatiom
were not telecasting all hours1
25 JULY 1955
41
till -taller in tt»
clcll
Starting August 29, WCCO-TV adds two more family
favorite cowboys to its hard hitting lineup.
Gene Autry and Roy Rogers
in hour-long shows across the board at 1:30 p.m. weekdays.
The other memher of the family
Minncapolis-St. Paul
Here's a great opportunity for you to lasso the
big action audience in the Twin Cities.
Available now on a four sponsor
participation basis. Ask Free & Peters
for details of the powerful
WCCO-TV Western Story.
42
SPONSOR
AGENCY. ACCOUNTS. ADDRESS A PHON1
TIMEBUYERS
DENIM \n «v it \k i:k. INC
HuA/ 111,1k 1 96 1
Suiuhinc < Un L%
ERNES1 «
BAKER, Jit.
\\. it. DONER CO.
.,,. Vtukington Bird. RM|., -Ml s,„,.
m.. a i,..,,,i
5-rii»»
1 II VIII E^
Spec dwa) 79
Itll-E \
1 1 1 l\
Welch's u lne
i. ...... . ii i
III 'W III
J II VI 1
Presto u 1 1 ■ (
National Bohemian Ben
D.W.C ( Igai ( ii
-mi i ii
mi l will
MIEN III Ml!
Ill \NE
M I i. MMEN
(.1 VER MiV.
14150 Plymouth H.l. VTtbtfr 3-5590
Nash Keh inatoi mi i mi iik vv
CLEASOIN \I)V. AGENCY
TJi, rith»r Bldg. 12 I. Trlnlt) .1-111111
Roman ( leansei ,'1 9.G)
\ VN I \MI
GRANT ADVERTISING
i'HIO l.„„r.l,
in./*., n ,,,.,i,.„,.i .i.v i«o
Dodge Mm. us / Jim niinw n
Indent roothpaste \ "xl M ""
I ( IIIPM V\
HacMANI S, JOHN * ADAMS
111,...,,, h.l. I Hill,. Hirh.. Midwrtt o-lOIHI
Dow Chemical j
''"""•" MPl0rS I CHUCK
Champion Spark Plugs I CAMPBELI
( adillai Motors | BILL
I imkin Roita Bearing | Bl s,,w "
S. S. Kresge
MAXON
-'"II f.. Jrff.-rson Im. ,7,1, Lorain 7-3710
Pfeiffer Brewing "1
Drewry's Ale
Schmidt Brewing | JACK WALSH
II ! Heim
MeCANN.ERICKSON
Pmithirol 111. I- (So). Woodward 2-9792
( hnsler
"I KELSO
I TAEGER
, M \RI \NM
POWELL-GAYEK, INC.
Prnobirol Bldg. ,26,1, W nodicard 1-4321
a r- j „ ■ . t- j s RORERT
I ee \ ( .nil Packaged roods | pon n I
Chateau Wine \ WIL1 I vm
(. \YEK
ROSS ROY. INC.
277,1 f.'. Jeffrrson. Lorain 7-3900
Dodge Trucks ' < *RI iiv^-n.
RON POST
RISK & URBAN
821 Book Bldg.. Woodward 2-2091
., ■ r- , ^ '°"> HUGHES
Mama i Cookies / no t R„vN
Sunrich Bread 1 JIM
i. UXACHER
AGENCY. ACCOUNTS. ADDRI9S4PM0NI TIMIBUYCRS
it \i .ni \*. sii \iti« \(,i:mi
■ II. I ,.lhr..,,. 1,1,., I. I I I ,11
Shedd. Bartuth Foods |Ml n(,/xit
Kcyko Margarlni Old Style Sauci iiowarij
Frankenmuth Brewing I BODCIM
J. \\ Mil K THOMPSON
.•I in Buht HI. Ik . Wa 9-B890
, i i, IIIN INI-
Ford Moti n i ompani m... k i v/i i
J \i k « II -ii
ZIMMER, KELLER & CALVERT
1900 Hutual Bldg., I ... ..!,.. ir.t 1.9151
Stroll's Bol n Beei " ^ '"
VORTMA>
MILWAUKEE. WIS.
BAKER, JOHNSON tV DICKINson
7li> V Planktnglon ill. fi, „„,/„,,« 2-6833
M.nk. \\. '
Hum- i Pai king J \mi - \.
Pa i Packing I o p'^J^cij
Simplicity Garden rractoi | KIRSCHNER
Sunns l.llld I'. II king
It MINKS ADV. U.KNCY
312 B. WUeotutn (2>. Dal) 8-2898
. I JOHN BARNES
.iiiumiui i Hi ewei l€3 |t \\,
W II4II.I1I \N
CRAMKR-KRASSELT CO.
7.1.1 V. tan Burrn St. (2), Daly 8-3500
1 1 inrude Motors
Rolfs I eathei Vccessories I I > onrj I iohettv
Phoenix Hosier] | M vtl Ml
Wisi onsin I elephone |
HOIK-MAN £ YORK
BOB V Third St. (3), Broadway b-o.,10
Gettelman Beer j jqj
Shalei Rislone \ Ml l.\ vnne*,
KKAl-VAN PIETERSOM-Dl NLAP
711 \. Fourth St. (3), Uari/uftlr ll-o7BO
Holsurn Produi ts
Robert A. Johnston | LEE I.
( ookies v ( andies *R«'»ER
. ., ,, . , ^ • E. P. RITZ
General Mills (Feed Division
MATHISSON & ASSOC, INC.
HI B. Maton St. (2). Broadira* h-7IBI
JACK
Miller High I ife Bea j ^ n'n'N
Peti o (Clark's Super Gas \ ROBER i
GEAR]
PAULSON-GERKACH & ASSOC.
oOb W. W i<ran<in I i .•
Otis E.Glidden / WEBSI'EH
Rippon ( .xikii ~ \ Kl »W \
ST. LOUIS. MO.
BATZ-HODGSON-NELTWOEHNER
V Till •>!.. I fntral 1 -H90 7
Corno Feeds L
Hi i UDMRS
II. Ml -
UOHINKR
A 1. 1 NCY. ACCOUNTS. AODRtSS I PHONE TIKCiUYCRS
D'\l(< ^
Mi..,,..,, /•„. ,/,. I1I.U
i *ntral / 6
I i i <>» III i
in. in II I
Krjl.l | Ml |
Allliru . . ] \\
» XI -II
II Mill V
III -SI Hi,
\1 1 1 I I \ M
Mill Ml -
JllllN in \ I I
OAKLEIGH K. I- It I N( ii A \--sot .
/I. I....I.II 111., I I II I Irflrf..,, IHIII7
II I' ( Off) I < -
I-XM.M1N
IMKI I ll. II
11 I III M II
<. MtDNI.lt M>\. ( O.
•^1 ; I)l,,r -I I I I. t .,,,,„/ /- 1X00
Diim .in Him t ili '-I
Godi
W Ml II I N
I.i i Minim- | u j, | || vl ,. |
IM Mill l. II \l I
ii Dyanshine
s.mi Bi II I elephone
swift i Jewel Shortening I
KjIsiimi Purina
HlltM III kMMS-1 I IV \N
ll'i V. Eighth M. ( tnlrnl 1-2IIII)
M. Ml I I I N
I Mil lllll/l
I II XNk
III \- IMS
Old
IiiiIki < offl ■ |.v ,
PA I
Mii-I I I V
Kltl PNICK A \s-o< .. |\< .
520 V. t.rand Blvd. CM
HX> -. HI, EN
I I I III
OLIAN ADV. CO.
tmo l.indvll Blvd., Imffm-ton l-f'77
Manhattan I
Dining ( ai Colli ■ m ii e
HeDONOI i. II
s.,i man Soap IHxlucts
PRATER ADV. CO .
705 C.hrilnut St. III. <;arfictd 1-6490
CEORC1 l
Falls City Beei "J*™
II Mill Ml V
III III K
J
RIDGWAY CO.. INi .
BOOB (arondelrl. Park, if u- I -3 77, ',
Ull k -llll-
Oystci Shell ft — | HOELLINC
Lion Oil \ I IM>\
HI IM ^
I V-PEH Ml-T
RUTHRAUFF * ICi \N
Roii>,«i Bxckmmgm Bldg.. 611 OUv St., W«.i. l-(il.'7
ii-t VR
. . /MINER
Krei P |, vW H Ui,
Banquet Canning I Hi n -
RO^EB
IIM iin
Rl III IM.1 All II II NFKI D. IN( .
ii: \..nfc lid -,
I. It \N\ || I E
HI III IM.f
5IHMONDS £ SIMMONDS, INi .
t,ll OUwm -i. il>. Ck—tmmt lllr>2
Bl Beverage )
Dr I -IIERW IN
nan Beauts Maiaroni K'BIX-
I. FORI. IV
\rr.v, Feeds TOBI v.
25 JULY 1955
43
Syndicated Western-Adventure Show
PROGRAM
HOUSTON DETROIT CINCINNATI BALTIMORE CHICAGO San Fran
PULSE FEB 1955 ARB FEB 1955 ARB FEB 1955 ARB FEB 1955 : ARB FEB 1955
"CISCO KID" 30.2 28.1
31.8
27.8
SHOW "A" 20.0 16.3 10.1 18.9
25.3
ARB FEE;
21.
9.4 15.
SHOW'B" 11.2 7.1 115.8 25.2 11.8
SHOW'C" 18.4 6.2
SHOW'D" 15.4 14.7 15.1
12.2
•
5.5 ! 21.
son chart available on re
• 6th year for Interstate Bakeries in 10 markets
• 6th year for Nolde in Richmond and Norfolk
• 6th year for Wrigley Stores in Detroit
if Not Running
FOR FULL FACTS WRITE, PHONE OR WIRE
cl
itf ft
Duncan Renaldo as
Leo Carrillo as
PANCHO
/
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
WESTJIEIMER & BLOCK
Chase Hotel
"I LOU WEST-
Centlivre Brewing I HEmERoiu
J HESTER
WINIUS-BRANDON, INC.
; too Olive St. <:ti, (hcstnut 1-6380
Miller Chemical | VERNON L
American Packing [ morei.OCK
Deep Rock Oil [ >uts. h. A.
ng Brewing J P'ETUCH
MINNEAPOLIS. MINN
BBDO
HALE BYERS
BILL CONNOR
rlhtoeitern Bank Bldg. (2), Lincoln 8UH
Doughboy Feed ]
Cream of Wheat |
Gamble Stores |
General Mills (Betty Crocker) |
Hormt'l Packing
Northern Pacific RR
Minnesota Mining
N. VV. Bell Telephone
Northrup-king Seeds
BOLIN-SMITH
2652 Lyndale Ave. So., Locust 2609
American Food Plan j. SOL WERNTCK
BOZELL & JACOBS, INC.
401 WCCO Bldg., Main 4527
Fruen Milling
Balm Argenta
Burma-Shave
BRUCE B. BREWER & CO.
400 Foshay Tower (2), Atlantic 3314
SAM
KAUFMAN
General Beverage of Minn., Inc.
Cargill, Inc. (Nutrena Feeds)
American Crystal Sugar
Lan-O Sheen
Ocona Chicken
CHARLES
STROTZ
LOY M.
BOOTON
MARY ANN
SCHULTZ
, WARREN
Nutrena Dog Food J MiCHAELS
ALFRED COLLE CO.
2446 Park Ave., Lincoln 0661
RITA
UMHOEFER
CAMPBELL-MITHUN
Northwestern Bank Bldg. (2), Lincoln 8824
Malt-O-Meal] ARTHUR H.
Gold Seal Wax
Hamm's Beer
Land-O-Lakes
Ballard & Ballard
Pillsbury Feeds
Pillsbury Country Style Biscuits
Nash Coffee
LUND
DICK
FOREST
RITA A.
KASPER
BOB WOLD
BOB BLEGEN
MARIAN
MANZER
ERWIN WASEY & CO. OF MINN.
523 Marquette Ave. (2), Atlantic 1233
Wat kins Products
Ballard & Skellet
Peters Meat
RAY JENKINS ADV.
1240 Buildert Exchange, Main 4-121
WILLIAM
WHITE
BILL NEE
Pearson qandj / 5aRw£J*KINS
G<*«lney Foods ( frey
KNOX REEVES ADV.
600 First National Bank Bldg., Bridgeport 7701
Betty Crocker Jjoup. 1 «»"■».
(.amble- Robinson perry
General Mills (Whcalics, Flour) ( CHUCK
An Instructions I A££fgjiION
Grain Belt Beer
ADDISON LEWIS & ASSOC.
1807 Lyndale Ave. S., Kenwood 6282
Minneapolis Mom \ weH
J. F. Anderson
BROWN
ADDISON
LEWIS
NEIL UTA
PRESTON
COVEY
MANSON-COLD-MILLER, INC.
1004 Marquette Ave. (2), Geneva 9619
Gilt-Edge Paint
cs ( Mouthwash)
Goodrii h-Gamble j
Chartex Sales (Mouthwash) (ROBERT P.
, r. ' I, MILLER
JAFFE-NAUGHTON-RICH
1104 Currie Ave., Main 5465
Sealey Mattress }. SID RICH
MARTIN-WILLIAMS, INC.
1212 Roanoke Bldg. (2), Lincoln 0653
Creamettes ] ROYCE C.
Larabee Mills L MARTIN
_ -, . [ LAWRENCE D.
Rose-Kist Popcorn j WILLiAMS
NELSON-WILLIS, INC.
Syndicate Bldg., Lincoln 4753
Archer-Daniels Midland )
National Tea j CLYDE LAKE
NICOLIN-GOUSHA ADV.
130 South Tenth, Fillmore 6831
King Midas Feed j. BOB NTCOLIN
RUTHRAUFF & RYAN
2650 University Ave., Midway 7711
Minn. Consolidated Canneries ]
Janney Sample Hill
American Pressure Cooker
Blue Cross I
Erickson Oil
Rock Spring Soda
JIM RAHDAR
LOREN
SORENSON
OLMSTED & FOLEY ADV.
1200 Second Ave. S. (4), Atlantic 8166
Russell-Miller Milling
Minnesota Macaroni
Holsum Bread
Owatonna Canning
Ft. Dodge Labs.
BOB PYLE
WARREN T.
. WAY
BRAD
MORISON
VANCE PIDGEON & ASSOC.
Builders Exchange (2), Bridgeport 6801
] VANCE
Gluek Brewing j. PIDGEON
J WHITBECK
KANSAS CITY. MO.
ALLMAYER & FOX-RESKIN
707 E. Linwood Blvd., Jefferson 1 lOO
"j BENN
Crawfords Maternity Wear K ALLMAYER
[ JERRY
J RESKIN
ARCLEE ADVERTISING
215 Pershing Rd., IT. (8), Victor 6450
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
United Farm Agency ^HRw-TOFER
BEAUMONT & IIOHMAN, INC.
921 Walnut St. (6), Victor 3063
Postal Life and Casualty
Bliss Syrup
Hoguc Mm .
Crown Coach
Stamper Feeds
HARVEY
PEARMAN
BRUCE B. BREWER & CO.
900 Walnut St., Harrison 4890
Faultless Starch ]
Western Auto Supply BRUCE B.
h ci BREWER
Boyer Chemical | i^< k
James Dishwasher J. KIRWAN
Spencer Chemical I MARY KLEIN
... , ,. CARY
Mirac le Green
Skelly Oil
OUARUM
CARTER ADV.
609 Minnesota Ave. (12), Harrison 1356
Marshall Auto
Seidlitz Paint
CHARLES
, CARTER
Missouri Co-op f W- c ROWE
May Potato Chips I
COMER & POLLARD ADV.
15 West 10th St. (6), Harrison 3964
International Shoe
Geo. H. Wc\er-Sur]ay
Pickwick Coffee
Bareco S-^w^r
Mission Dry
Burlington Work Clothes
Universal TV School
JEROME G. GALVIN ADV.
329 Dierks Bldg., Victor 1746
POLLARD
Webb Hatchery |. i1."0^ C-
CARL LAWSON ADV.
4722 Broadway, Jefferson 5155
Jenkins Music "| JOHN R.
Mid-Way Coal j. *^°NH
Dempster Pump J ross
MERRITT OWENS ADV.
New Brotherhood Bldg. (11), Drexel 7250
Nourse Oil } MERRITT
Abilene F.ourMi.ls J OWENScoetz
PHILLIPS REICH & FARDON
1012 Baltimore (6), Harrison 7650
Braemoor
Ball Clinic
JOHN C.
REICH
Baulk Sales RALPH PAGE
R. J. POTTS, CALKINS & HOLDEN
2233 Grand Ave. (8), Grand 5775
Colonial Hatchery '
(nnk Paint
l'.i .unit Airways
Interstate Bakerv
Pioneer Chemical I BILL BREWER
GENE DENNIS
CHARLES
J. B.
WOODBURY
C. C. TUCKER
Mid Continent Petroleum. Elko, D-X
K. C. Southern
Pen Jel
Gooch Feed Mills (Foods)
JAMES R. REESE ADV.
200 Riss Bldg., Victor 5269
JONES
Superior Feeds | CARD>ER
Mid-Continent Grain j REAMES
46
SPONSOR
"Lets Face the Facts" this month
features Leo Olson Advertising
Manager of the DeKalb Agricultural
Association Inc., a long-time KFAB
advertiser.
s advertisers like DeKalb," says Big
Mike, "that reflect the effectiveness of
KFAB-presented sales messages." For it's
the year after year, repeat advertiser that
reaps success. Likewise, every renewal
means another success story .... and KFAB
has many long-term advertisers who have
been regulars since the early days of the
station. All types of advertisers have used
KFAB .... and more are using it all the
time .... to sell their products and serv-
ices in the Big Mike area. Hybrid corn,
machinery, livestock feed, clothing, insur-
ance .... practically everything used by
midwesterners has been advertised and
sold by KFAB. The success of others can be
yours. KFAB doesn't guarantee success, but
does help make it possible. Face the
Facts .... get the facts from Free &
Peters .... or check with Harry Burke,
General Manager.
\ \\ » 1 1
omuHB nBt MOID
Big Mike is the physical trademark of KFAB -— Nebraska's most listened-to-station
.•SENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
ROGERS \M> SMITH, POTTS-TURNBULL
710 I'ickuick Btdg. (<>). Baltimore 4567
Spencei ( tiemii al
K it h Maid Margarine
1 1 .1 nk 1 1 11 i>i i ii .mi
American Beaut] Macaroni I JACK si.ade
( cinkc v I e< il Mills
It S. (DICK)
IHtK.IIAM
SEEDERS, JONES, COVINGTON
3252 Broadway, Jefferson 5650
Old
l hurston ( hemical )
American Life Ins. I
DAVE
SELDEBS
STANDART & OTIERN
504 Reliance Bldg., Victor 6078-79
Consumers ) JOHN B.
Mih1i!<1i.ii li Beer j O'HERN
J. WALTER THOMPSON
1211 Commerce Trust Bldg.
Ford Motor L LES SCHULT/E
I. B. WASSON ADV.
210 W. 8th St., Victor 7139
AUenHatcne.v^H----
FRANK E. WHALEN ADV.
Land Bank Bldg. (6), Victor 7200
Royal Crown
Pay way Feeds ^™KE.
D. J. Lane
DENVER. COLO.
BALL & DAVIDSON, INC.
670 Dclaicare, Main 3-1291
Bowman Biscu
!t,
SALSTRAND
CONNER ADV.
431 W. Colfax Ave. (4,), Keystone 5351
Colorado Peaches \ £!""?
I PITTM,
GALEN E. BROYLES CO., INC.
713 Midland Savings Bldg., Tabor 1293
ROBERT B.
Continental Airlines I McWILLIAMS
[GALEN E.
J BROYLES
TED LEVY ADV.
5i5 Insurance Bldg.. Main 7133
„„. _ TED LEVY
Elhs Canning }. BARBARA D.
I XlTON
PRESCOTT & PILZ
1765 Sherman Ave., Alpine 5-2869
BILL
Tivoli Beer \. PRESCOTT
GENE PILZ
RIPPEY-HENDERSON-KOSTA
First National Bank (2), Tabor 0221
Coors Beer J. REV FOX
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS AG ENCY. ACCOU NTS. ADDRESS &. PH ON E TIMEBUYERS
DES MOINES. IOWA
CARY-HILL ADV.
2(HI A1B Bldg., 4-0375
1 hompson Sod
I mils Coffee
Armand
Occo Chemical
FAIRALL & CO.
H30 Liberty Bldg., 3-5255
Associated Serum Prod.
JAMES HILL
JOE LaCAVA
JOAN
ANDERSON
; JOHN
Sargent & Co. ( MrLARKN
Fox-Bilt f ROGER
Corn King BAR.NETT
J. M. HICKERSON, INC.
2021 Grand Ave., 2-0221
rownsend Engineering l ROBT. H.
I MORGAN
HURLEY ADV.
214 Securities Bldg., 4-6289
] JACK
Chevrolet 1 HURLEY, SR.
.'JACK
J HURLEY, JR.
IOWA TURKEY GROWERS ASSOC.
906 Walnut Bldg., 8-8611
T , E. E. MASON
Turkeys I MRS
J WHARTON
ROGER JOHNSON ADV.
211 Home Federal Bldg., 8-6539
"I ROGER
Felco Feed K JOHNSON
[BILL
) MORGAN
LESSING ADV.
910 Walnut Bldg., 3-1149
Standard Seed ~|
Berrv Poultry I ED LaGRAVE,
Lutheran Vespers j
DICK NELSON ADV.
314 Masonic Temple
Viking Feed j. DICK NELSON
R. J. TRUPPE ADV.
649 /.is. Exch. Bldg. (9)
Hospital Service I RUSS J.
I TRIJPPf
TRUPPE
WALLACE ADV.
309 Masonic Temple
Hvbrid Corn Chicks !. ROSE
' WALLACE
N. A. WINTER ADV.
1106 Paramount Bldg., 4-9154
) N. A. WINTER
Dr. Salsbury Labs I M- A- (JER-
United Hybrid Corn \ HIRV|?UERS
J BROWN
CEDAR RAPIDS. IOWA
ETTINGER ADV.
Merchants Nad. Bank Bldg., 3-8193
McCray's Chicks (Allied) (.CHESTER
'ETTINGER
MASON CITY, IOWA
CHARLES J. CASEY, INC.
Iowa Retail Hardware Association L CHAS.
r CASEY
WATERLOO. IOWA
WESTON BARNETT
217 W. 5th, Waterloo
TIMEBUYER -TAYLOR PHILLIPS
LINCOLN. NEB
AYRES, SWANSON & ASSOC.
1310 Sharp Bldg., 2-6928
\V. H. Bull Co.
Driftmier
Inter-State Nurseries
Sweet Lassy Feeds
(Schrciber Mills)
Anchor Serum
OMAHA. NEB.
WILLIAM S.
OLIVER
W. J. AYRES
RUSS BEHR
ALLEN & REYNOLDS
1300 W. O. W. Bids-, Atlantic 4445
Merchants Biscuit
Peterson Bakery
Fairmont Baker)
MILTON
REYNOLDS
DOUG WALL
ROBERT
G. H. Lee Poultry-
Uncle Sam Breakfast Food
Walnut Grove Feed
Tek Seed |. REYNOLDS
O LENT IN
MOORE
MILT
STEPHEN
BEAUMONT & HOHMAN, INC.
516 Insurance Bldg., Atlantic 0369
Overland Greyhound |. JACK KIRBY
BOZELL & JACOBS ADV.
UO Electric Bldg. (2), Jackson 8030
Staley Milling
Gland-O-Lac
Skinner Mfg.
Storz Beer
Mutual of Omaha
Lucky Tiger
Omar Baking
J. H. DOW
MORRIS E.
JACOBS
S. J. WOOD.
BRIDGE
CLETE HANEY
RANDALL
PACKARD
JOE KELLY
JERRY
FREEMAN
J. K.
BILLINGS
DICK JOHNS
BUCHANAN-THOMAS ADV.
412 S. 19th St. (2), Atlantic 2125
Metz Beer
Paxton & Gallagher Coffee
Perfex (Tidy House)
Dwarfies
Vitamin Stores
Reliance Battery
THE CAPLES CO.
1504 Dodge St. (2), Jackson 7795
Union Pacific RR
Mission Pop
ANDERSON & BALL
1904 Franum St. (2), Jackson 6400
Interstate Hatcheries
Omaha Livestock
ADAM
REINEMUND
CHARUES
HARDING II
GENE E.
CUDDIBACK
) JAMES D.
( FARRIS
HAROLD
( RALL
I IDA MAE
BURKE
JOE H. LANGHAMMER
Omaha \atl. Bank Bldg. (2), Jackson 6190
Crown Products I J- H- LANG-
' HAMMER
UNIVERSAL ADV.
203 W . O. W. Bldg., Jackson 8448
Cooper
ooper )
Frito j
(Concluded next issue)
JAMES
LIPSEY
48
SPONSOR
YOU UlH/j^THE WHOLE
30-COUNTY
PORTLAND, OREGON MARKET
with
h
CHANNEL 6
KOIN-TV
PORTLAND, OREGON
You're betting on the champ when you buy
KOIN-TV. No other station or combination
of stations in the Pacific Northwest duplicates
KOIN-TV's tremendous sales coverage . . .
sales impact!
Check This Solid Sales Punch:
BIGGEST COVERAGE
KOIN-TV alone delivers the full 30-county Portland,
Oregon market . . . over 340,000 TV sets . . . 1,677,900
people with a per capita sales twice the national
average.
HIGHEST RATINGS
KOIN-TV alone leads morning, afternoon, evening in
the current ARB . . . 49°0 more audience during the
week ... 12 of the top 15 weekly shows ... 8 of the
the top 10 multiwcekly.
For Biggest Sales Results
Pick the Champ!
PICK
KOIN-TV
THE BIG MR. SIX
IN THE WEST
Represented Nationally by CBS Television Spot Sales
25 JULY 1955
49
J\
mm ii
From net to spot: Adxertisers are
putting increasing budgets into film
series that were previousl) shown on
network. One ol the largest buys of
this nature is recent purchase of The
Hunter, which Talon Distributors of
Cal. (through Frank Miller Advertis-
ing i bought from Official Films.
Official acquired the film series a
lew weeks earlier from R. J. Rex Molds,
for whom The Hunter was produced
fix \\ m. Est) Co. Through fall aMd
earl) winter L954-55, the series \\a-
on NBC TV Sundays 10:30-11 :00,p.m.
advertising Winstons.
Tafon plans to use The Hunter in
some 250 markets to advertise its re-
ducing drugs. The estimated time aMd
talent costs will be around $] million.
,' Official s newest property up for
§j ndicated reruns is Willy, a situation
corned) starring June Havoc, which
was telecast oxer CBS TV Saturdays
10:30-11:00 p.m. throughout the fall
1954-spring 1955 season.
Western films go South: Film syn-
dicators are finding Latin American
markets good outlets for Western fea-
ture films. In a recent package. MCA-
I \ sold the Caribbean Network 45
films including 36 starring Rov Rog-
ers, nine starring Autrx. These films
are scheduled to go on the air in Oc-
tober oxer ChauMel 6 in Havana, Cuba,
and oxer WAPA-TV in Puerto Rico
for a two and a half year period.
I Please turn to page ry'2 i
film shows recently made available for syndication
New or first-tv-run programs released, or shown in pilot form, since 1 Jan., 7955
Show name
Syndicator
Producer
Length
No. in series
Show name
Syndicator
Producer
Length No. in series
ADVENTURE
DRAMA. MYSTERY
Adventures ot
Official
Sappjiire Films
30
min
In production
New Orleans
Minot TV
Minot TV
30
min.
26
Robin Hood
Police Dept.
Adventures of
Official
Towers of London
30
min
In production
MPTV
Etolle
30
min.
39
Scarlet Plmper-
Police Call
NTA
Procter
30
mm.
26
nel
Captain Gallant
1 Spy
TPA
Guild
Frantel
Guild
30
30
min
39
In production
Sherlock Holmes
MPTV
Sheldon Reynolds
30
min.
39
Jungle Jim
Screen Gems
Screen Gems
30
mm
1 (pilot)
MUSIC
New Adventures
NTA
ABC Film Synd.
Bernard Tabakin
Hal Roach. Jr.
30
30
mm.
min.
26
39
of China Smith
Passport to Danger
Bandstand Revue
KTLA
KTLA
30
min
6
Rin Tin Tin*
Screen Gems
Screen Gems
30
min
39
Bobby Breen Show
Bell
Bell
lb
mm.
1 (pilot)
Sheena. Queen of
ABC Film Synd.
Sharpe-Nassour
30
mm.
26
Stars of the
Flamingo
Flamingo
30
min.
39
the Jungle
Soldiers of
Fortune**
Tropic Hazard
MCA-TV
Revue
30
mm
In production
Ina Ray Hutton
Guild
Guild
30
min.
1 (pilot)
Sterling
Sterling
15
min.
In production
Story Behind
Randall-Song Ad
30
mm
1 (pilot)
•Available in markets not currently
bought by Nabisco.
This Is Your
Official
Jack Denove
30
min.
26
••Sponsored by 7-TJ
p "in 1*20 markets
but many are open
on
alternate
week basis.
Music
COMEDY
The Goldbergs
Guild
Guild
30 min.
In production
Great Gildersleeve
NBC Film Div.
NBC TV
30 min
1 (pilot)
Little Rascals
Interstate
Roach
10 min.
22—1 reel
("Our Gang")
20 min.
70—2 reel
Looney Tunes
Guild
Warner's
IS min. to
one hour
Library
DOCUMENTARY
Key to the City
Hollywood Tv
Prod.
Hollywood Tv
Prod.
15 min.
7
Living Past
Film Classics
Film Classics
15 min.
7
Mr. President
Stuart Reynolds
Stuart Reynolds
30 min.
3
Science in Action
TPA
Calif. Academy
of Sciences
30 min.
52
Uncommon Valor
General
Teleradio
General
Teleradio
30 min.
26
DRAMA, CENERAL
Dr. Hudson's
Secret Journal
Celebrity
Playhouse"
Confidential File
Brother Mark
His Honor.
Homer Bell
Science Fiction
Theatre
Tugboat Annie
Wrong Number!
MCA TV
Screen Gems
Guild
Guild
NBC Film Div.
TPA
John Christian
Morgan &. Solow
Screen Gems
Guild
Guild
Galahad
Edward H. Small
John Christian
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
In production
None
In production
In production
In production
In production
In production
I (pilot)
RELICION
Hand to Heaven
NTA
NTA
30 min.
SPORTS
Jimmy Demaret Award
Show
Mad Whirl NTA
Touchdown* MCA TV
•Available with start of fall football season
Leo Seltzer 30 min.
Tel-Ra 30 min.
New film each week. No
In production
52
Approx. 13
VARIETY
Ziv
30 min.
Eddie Cantor Ziv
Comedy Theatre*
♦Show is sponsored by Ballantine in 26 markets, is aired in total of
In production
201 markets.
WESTERNS
Gene Autry — Roy
Rogers
Buffalo Bill. Jr.
Steve Donovan.
Western Marshal
CBS TV
NBC Fill
Div.
Republic
Flying
Vlbar
30 min.
30 min.
In production
39
WOMEN'S
•Very similar to Screen Gems' "Ford Theatre." Pilot unnecessary.
Amy Vanderbilt
Hollywood Preview
It's Fun To
Reduce
Life Can Be
Beautiful
NTA
Flamingo
Guild
ABC TV Films
United Feature
Synd.
Balsan Produc-
tions
Guild
Trans-American
5 min.
30 min.
15 min.
15 min.
I (pilot)
In production
156
5 (pilots)
50
SPONSOR
Jl
in a inn
REMIND YOU OF A TELEVISION MARKET?
In any major market there is usually one leading television service with a long-estab
lished viewing audience, a station with an individual approach to programming and ;
personality all its own.
Such a television operation is WOI-TV, serving Des Moines plus 50 additional rich
Central Iowa counties. WOI-TV successfully combines coverage and viewership as i
continues to dominate the Central Iowa area.
MAXIMUM POWER
WOI-TV
AMES-DES MOINES <
IOWA STATE COLLEGE
ABC FOR CENTRAL IOWA
REPRESENTED BY WEEDTELEVISION
-
When you say TV
in
Hartford
County
everyone knows
you mean
MHB
channel 30
210,400 watts
LOCAL
RECOGNITION
ir Civic movements . . . charity drives
public appeals: They turn first to
WKNB-TV for support, and get it.
-k More than 40 women's clubs on the
air every month — 82,000 visitors to
our new studios in first 10 months.
~k The most live shows . . . local news,
local programs. .. local civic service...
special studio-produced spectaculars.
* Channel 30 is the TV vehicle for
Hartford County and the New Britain-
Hartford market.
CONCENTRATED
COVERAGE
More than 300,000 WKNB-TV fam-
ilies. (UHF conversion 81%. ARB
Feb. '55)
HIGH RATINGS
Ability to capture audience with net-
work or local programs.
42.4 CBS Jackie Gleason Show
18.7 WKNB-TV Early Show
(ARB-Feb. '55)
WKNB-TV
1422 New Britain Avenue
WEST HARTFORD
Connecticut
Represented by The Boiling Co., Inc.
FILM NOTES
^Continued jrum page 50)
.Situation comedies: While 195? has
been a tough year on network situa-
tion comedies, this type of programing
has been making sales on a spot basis.
Among recent regional sales is NBC
Film Division's Great Guilder sleeve
which will be sponsored by Lucky
Lager Brewing Co. (through McCann-
Erickson) in nine Western states,
Alaska and Hawaii and by Hekman
Biscuit Co. (through George H. Hart-
man agency, Chicago) in 10 Michigan
and Northern Ohio markets.
Film sales in Europe: Growth of
tv set ownership in France and in Ger-
many, particularly, is spurring sales of
American film series to European tv
stations, according to Ed Stern, head
of Ziv's international division. Ziv's
most recent sales to European stations
include a French-dubbed version of
Mr. District Attorney to the seven-sta-
tion network of Radio Diffusion Fran-
caise and to Tele-Monaco. Ziv has also
sold German-dubbed Favorite Story to
Tele-Saar. Germany seems to be the
most tv-minded country on the conti-
nent, with an expectancy of 15 mil-
lion tv sets within the year.
Nete puppet films: Delira Corp., Los
Angeles, is producing a three-minute
pilot film for showing to regional li-
censees of the Wild Bill Hickok Mer-
chandising Division. Stars of this
film will be puppets resembling Guy
Madison as Wild Bill Hickok and
Andy Devine as Jingles. The taped
voice-over will be that of the two stars.
The purpose of the film is to make
it possible for licensees in the clothing,
food and toy fields to use these puppets
in their local tv announcements cam-
paigns. "By offering the puppets to
our licensees," says Ira Dowd, presi-
dent of the Delira Corp., "We're pro-
viding them with unusual and effective
tv ammunition with which to reach
their consumer trade. At the same
time, with this method of presentation,
it is possible to hold all costs to a
minimum." (Syndicator: Flamingo.)
Puppets and sets will be made avail-
able to licensees for about $500.
I r if inV.v buy film series: The trend
towards stepped-up cooperative public
relations advertising characterized !>\
the Electric Companies Diamond Jubi-
lee over the four tv networks last fall,
is now carrying over into spot program
sponsorship. Utility companies from
varying parts of the U.S. are buying
a new MCA-TV film series, Doctor
Hudson's Secret Journal for this fall.
The lineup of sponsors starting Sep-
tember includes these companies: To-
ledo Electric Co. in Toledo Ohio; the
Union Electric Co. in St. Louis, Mo.;
the Carolina Power and Light Co. in
Ashville, Wilmington and Raleigh,
N. C, and Florence, S. C.
The series consists of 39 half-hour
films starring John Howard in a role
based upon Lloyd C. Douglas' novel,
Doctor Hudson's Secret Journal, which
he wrote as a sequel to Magnificent
Obsession.
Viewing trends: Buying a film series
is far from a hit-or-miss proposition
for the advertiser today. Now, better
than ever before, he can pinpoint the
segment of the viewing audience he
wants to reach by making a careful
study of audience composition infor-
mation available, sponsor's Film Bas-
ics for example, gives audience break-
downs for 75 syndicated programs
based upon the April "U. S. Pulse Tv"
report made in 22 major cities.
The report shows that adventure pro-
• •••••••
"Television has the defects of its vir-
tues. A nation whose living rooms are
piped together, so to speak, via televi-
sion, is a nation of greater cohesiveness
than otherwise. But the unwanted twin
of cohesiveness is conformity. Is it up
to the television industry alone to de-
termine how we can have the strength
of cohesiveness without the sticky glue
of conformity ?^— or has not society
some answers to work out here strictly
on its own account?"
FRANK STANTON
President
CBS
• •••••••
grams draw a surprisingly high per-
centage of women, anywhere from 30
to 50% of the viewers to the show.
Such programs as Mr. District At-
torney, Passport to Danger have a
mixed adult audience that leans onlv
somewhat more toward men. Even
such a kid-appeal high adventure
show as Ramar of the Jungle has 40^
or more adults, fairly evenly split be-
tween men and women. And Super-
man's audience is over 30 r7 adult.
Trends in film viewing preferences
and an analysis of film program buy-
ing practices are included in sponsor's
Fall Facts Basics issue, 11 July 1955.
The complete Film Basics section will
be available in reprint form at 2.5c per
copy; quantity prices on request.
i Write to Sponsor Services. Inc.. 40 E.
49th St.. New York 17. \. Y. i * * *
52
SPONSOR
«
V
^M
*<
. ;'■■ ■ Si
,•* : *\
Even a line
won't "blow". . . on film !
Another good reason why more and more advertisers are
switching to film ! Then action is rehearsed. Should an
actor "blow"a line— or have an accident like this— the
scene can be re-shot. No red faces ! No product kidded !
Besides, it's easy, economical, to produce and
co-ordinate showings when you USE EASTMAN FILM.
For complete information write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
tv
East Coast Division
342 Madison Avenue
New York 17, N.Y.
Midwest Division
Wmst Coast
1 37 North Wabash Avenue 6706 Santa Monica Blvd.
Chicago 2, Illinois
Hollywood 38, California
orW. J. GERMA..
Agents for the sale and distribution of
Professional Motion Picture Fill
Fort Lee, N. J.; Chicago, III.; Hollyw,
Be sure to film your show IN COLOR. You'll be needing it soon.
There's always one
that*\0P5 the rest!
ss«
atop Mt. Greylock in Massachusetts
* extremely high transmitting site
(3700 feet above sea level) means
fops in area coverage.
* effectively covers 3 MAJOR
MARKETS in 5 STATES.
* serves 507,000 TV families
in more than 100 communities
* reaches industrial, urban and
rural areas
* offers MAXIMUM TV coverage at a
low cost per TV home
GREYLOCK BROADCASTING CO.
8 Bank Row
Pittsfield, Massachusetts
Represented by THE WALKER COMPANY
AFFILIATED WITH ABC— DuMONT TV NETWORKS
WMGT- Channel 19, the only
TV station which blankets the
populous and prosperous area
of Albany and the Hudson
Valley, the Berkshire Hills and
Springfield and the Connecti-
cut Valley — 13 counties in
eastern New York, northwest-
ern Connecticut, western Mass-
achusetts, southern Vermont
and southwestern New Hamp-
shire. Write today for full
details.
N.Y.
Albany.
VT.
N.H.
*il A WMGT
./ J^ PitttfUld
MASS. /
Springfield /
) ^
\ CONN.
54
SPONSOR
Nighttime 25 July 1955
TV COMPARAGRAPH OF NETWORK PROGRAMS
Nighttime 25 July 1955
SUNDAY
Ih. Sunday Pen Amer
luey Shew Alrwi
UhB A Kink: IWT
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
V
HBOO 127.000
!>»»), n proromlaf
$30.00/1
• Mv LlMl
TT
SATURDAY
' Watte »t:,, dim D fdwerdi N*w>
Jullut La Rma
Matt Dentil*
Show
«Y m.w.r L
Soupy Salci
I>dr m-f !
TWa Cr OH „ E„.ird, „„.
kJ E. W_t»o#_b*|i
Qoodrlcti llrti
MHi alt tii v
- - BBOO 131,000
* Rubber V*
,lm 'f C1
1 Ml III. 'wo - ,v
Bataa $20,000
'i. — i.-«, Tire
11BNT " 6ih
all wki
Hutehln* $31,000
A'".t Clllda OFS
hca c*i
Ue i.i.i
■"»
"•H
rh-
swss
Plat* the Fact-
berg $0O.0D<>
Ford Motor
RCA Kit
NY
„-
Stuttla 57
H J Holm Cto
31NY F
Malta tn.na
h,m Prodi
Cray
nml Co
NY HtWkl I
Marti*
Dow Oi.-inJ.ui
81 Hy 1
MeMenu*. John
Amarlou Tob:
SSCB |?Mbill
Dotty M.tk
Phono eooullrali
K latter all wki
lMNT8 ' L
baCB $2O,O0D
Spotlight
Playhauie
Pal Mill,
No network
proaramlnj
Bummer Theatre
Itn'l CBlIuoottoo:
1ST """ L
FCAB
Ls$$$»rtvss$%
Dollar a Second
NT ^ L
What') th* Kodak R ■•qui it
Story 7 ^P(r,w'm?-n!5 ^
Allen B Du Mom ."jAl"1* e>
dimming*
nalofl rlEs
Mr * 30 I 30 I.
Mc-Cann-EHekaon
T tn PH. 000
Queitlott
Beiton Prodi
Electric
Bob Cum ml no i
•haw Nu network
R J. Itcrnoldi pro* tan. In* M(t *"■
•.Union waller
Thli I* Your
Lift
'■.'■' i ileam
Spee.tor__ 125.000 -
SSCB, MeE.
Ogilvy, Btnaoa
4 MaOi»r_
A.C. Spark Plus
Johnny Carton
IBte.e Allan)
11:30 pm-l am
tBVar ml L
. vplonnr(on« to h*»lp H«m tine (Ms rhart
i and produrllnn only, do not Include «mjm*«lel» Of Una ehMie*^ They
i - Kiili nt in many orlalnall
i. lutaO i.i ktoadJ] Otilj
tm Daylight Time,
When
Bolllmnrai Oh, Chicago; llr. Hollywood, ST. »«j'*°1*!)
t nrnriiirt*; rAt.. r„lin an-l TV. .mill ■ .»•» y. air *"■•"■
, iir .n.M.(iiir..1 TrYNY m-ini "irm tt rar"»r1 nn 7J» ''■".,.
,. Today*
Sjionaori !-■.■«-•# -'i >'» ■ '■<■<•■ «'"■. to
A. C Spark. Plus. Brother: NBC. W 10:30-11 pm
: ABC. W : 30 8:30 pm
nor. Oil Ce . Jonph Km CUH, F 10 30-11 pm
nr-r Tab. RBCB '"IIS. Tu. Tti I:3H-*S pm;
NBC. all F (-9 30 nm; ABC, all Tit 9-9:30
-ft ngt?nr|f and ffm<? on air
■Vii. r MrCtnti V.lrk.iM,:
-il nf St nation, me.t to
KNT: tht tint >■— * - "-
■I W...I roatt :
ll'n0Qnrland<1'T„
b Tot .Willi
i iKa- Oanttai aona. Oxomarrlala
i alio part o< NBC Tt
t-Lell-r-««l.-l AB
■ MtE: NBC.
R:30-Ot30 pm
-BS U. W. F 11:50-11 nann;
M. W. F 3 -3:30 pro; Bala* N
; NBC. Tu 5HS-B pto; NBC. 3
Bkg . Halat: NBC. W S.30-* p
:lt*. l.co Burned: CBS. F 10145-
. C. U Miller: CBS, W I-S:1S i
Faith for Today. Ttockhill: ABC. Bun 12:3(
Falttafl. DFS: CBS. Sit 1*30 pm
Flreitone, Sweeney A Jamei: ABC. M S:3(
Ford. JWT! NBC. Th 0:30-10 pm; KAE:
General Foodt, TAB: CBS, F 0:30-10 pm: M
9:30-10 pro; NBC. Run 6:30-7 pm ; CBS. M-F
11 r. im, W 3:i»-4:, pm: nit M 9-8:30 pm ;
General Mill*. DFS: ABC. Th 7:30-11 pm; CBS
Sat 1-1:30 nrtr A K-ll CBS. M. W. F 12-
12:15 pm; BBDO CBS. W. F. 5-5 13 pm:
M, W. F 3:)5-t pm ; W. F 3:15-30 pm: T-L:
Ganeral Motor*. Frloldalr*. FCAB: CBS, Tu, Th.
10 ID- IS am all YY B !O-0 pru
D Atcv NTJC. Th 10:15-30 am;
Geodrl
M-.i
CBS. •!< U *-I:S0 pm
r.aorlyoar: TAB NBC. alt I
r.ntnr, Mto . BCAP' NBC.
Gull Oil. TAR: NBC F 8
Uflmm Brewing. C$1. CBS.
H. J. Helm. Maxon: DTN.
Sun 5.30-8 pm
L«wll Ho*e. DFS NBC. S
. N1JU! NBC
. Fink, IAN CT1S
It. CfcW \BC, nil
irot . Mt-E CBS. M,
0-1 pm; NBC,
Souoy Sato
pro«r*mlnt Peir ml
Gone Autry
rlAB I2B.O0O
Boit of Groutho
"' Chmlor
Batllltl Play
havaa at Hi«. .
t Sport Bkbllu Brawloi
. OONT JP birdeoya froa Ma
fiOHy f
, 0F8 lll.Oftj Y4R
B«t In Myitary
(npl Big Story)
tmat Tot> Oo:
— Dodgo Dlr.
Dear Phaeb* Chryiler Curp
' R«.ir Co I
UTNT T NY
MuileaJ Chain
Johm'n A J.rfino'n
Nawi of tha
Night; Sporti
ot the Night
Ton I tht
Store Alien)
1:30 pm-1 arr-
$3700 to $3100
lit Sun 6-8:30 pm
I M 9 30 10:30 pm;
illard, TAR: CBS. Sun 10-10:30 pm
, In*.. J. M. Matnet: NBC. F 0:30-48 pm
Co., MrCtnn-Erlckion. Kenton A Eck-
di ABC. W 10 pm to cont.1
.abi. Wade: CBS. Tu 10-1015 am; 2 2 IS
Dluimobll.. Br.,il„r: MIC. Jrh Sal B 10 ID pm
Paelfit Mlllt. .n\T CBS. all M 10-10:15 am
Pan-Am Alrwaya, I\YT SKC, alt Sup 6 8:30 pm
PflDer-M.Ur: wr ttiwltf Oorp,
Pel Milk, liiii.i,,,, NBC. Sal 10-10:30 pin; CBS,
pru: ABC, ill W 9-o":30 pm
Plllabury. Burnett: CBS. M-Tb 11:18-10 an; U
Plymouth. Ajar: NBC. 3 of t U. or W 7:16-1 pta
Quaker Oati. NLAB: NBC. all Sun T30-5 pm;
Wherry. Bakrr A Tlldao CBS. Sun IS 80- 1 pm
Haltton-Purlna, Guild. Baicom A Bonflall: ABf.
Sun 10 30-11
Rtvlon, BBDO, Welnttaub: CBS,
pm: Th 10-10:30 pm
R J Brynold*. Elty: CBS W 9 30
S pm: NBC. $1. T. Th. F !■>
Sun 10:30-11 pro; 3 of t Tti
CfBS, Tli ■'■Mao pm
Reynold* Metal.. Seed
Stalay Mffl.. BAR: CBS. alt M 10:15-80 am
Standard Brand*. Bate*: NBC, M 380-8 pm
Stat* Farm, NT.AB NBC, F 10:15-11 pm
Studebak*r- Packard. BAR: ABC. M S-StSO pm
Swoot* Co. Moaelle ft Elien NBC. Sal 10:30-11
McC-K
WT: CBS. Th. V 10 id m ,
I n. I : IS i„„. \ti«- s„i
JWT: CB8. Bat T30 8 pm
> Kiilner: VTtC, S.l 0:30-11
' m k [it,,, ms -n, :i in r, ,,„
IDO: CBH, *|( W 10-11 pm
r L: CBS. alt Bat HJO-lJn;
tlnohouf ll.Cir..i K>i.
Yardliy.' Ay.r: CBS P 11 ii'i
TV time buyers like you prefer WBEN-TV because of the
production quality they've learned to expect from this
pioneer station. On the air since 1948, WBEN-TV is —
by far — Buflfalo"s oldest TV outlet. This means seven
long years of experience in giving commercials meticulous
handling by a crew of production experts who have been
with WBEN-TV since it's beginning.
These skilled crews take each commercial smoothly over
the rough spots — from sound to lighting, from camera
to CONSTANT control room shading. The result is a
quality treatment that only experienced conscientious —
specialists can produce.
So when you buy TV time in Buffalo, buy QUALITY
Buy WBEN-TV
«e
&$*&JV*
tHttte,
^tc
41*
CBS NETWORK
WBEN-TV
BUFFALO, N. Y.
WBIN-TV ftepretentalive
Harrington, Righter and Parsons, Inc., New York, Chicago, San Francisco
'The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
Pulse-trained supervisors and staffs
are in demand for special assignments.
Typical of more than 170 firms they
serve between regular Pulse surveys:
Irmow & I o.
ilderson X Sessions
Imerican Home Foods
ttlantii Refining < o
B.B.D.&0.
Benton X Umi les
Leo Burnett
Biou Company
Campbell- Milium
i til Ulltllllt ('(I.
t olgate-Palmolii e
I Int .
In, i Finders
Foote. ( "i"- X Belding
Fullei X Smith X- Ross
Gallup X Robinson
General Foods I orp,
Gillette Razoi ( o.
Geyer, \ewell & Gangei
Hotpoint Electric
Institute jot Research
mi \fass Motivations
International Researt It
issot iates
Kenyan X Eckhardt
Knox, Reeves
Krogei Company
Levet Bros.
McCann-Erkkson
McGraw Hill
Monsanto
\iitintiiil inalysts
\iiiitiitnl Biscuit Co.
Owens'Illinoi \
Robert II . (hi
Opinion Researt h Corp
Paris X Peart
tyred Politz
Pepsi Cola
Prudential Insurance
Psychological Corp.
Quaket Oats Company
Elmo Roper
Ruthrauff & Ryan
Safeway Stores
Sealtesl
II . II. Simmons
lltmirl Starch
Stewart, Dougall
Sullivan, Stauffer,
Colwell X Bayles
Swift X- Compan \
I. II altei Thompson
I urn Company
II ildroot Company
I mini; & Rubicam
nth throu
his month throughout the U.S., 150,000 homes ere
being interviewed for next month's "U.S. Pulse TV"
ID URBAN COVERACE
PULSE, Inc., I ', II ,-,t unli St., Nev ) ork 36
Telephone: Judson 6-3316
this proves it!
CHAMPAIGN
COSHOCTON
HARRISON
■^F i'elumbua tocniuo Cli^p.iti h
GUERNSEY
WASHINGTON
Columbus
OHIO STATE JOURNAL
O H TO
TV Cohmbw ( ■'■/»•" ""l i
1,11 "MM IIIIIKSOMW
•MARSHALL!
N0BLE MONROC
/wCTZCL MONONGALIA
PICKAWAY
(fhillicothr (fcncttr
Ihr JJikr (»>iiiiiiln \ru>'
to &X ^Vw* i11f»f«|fr
HOCKING ATHENS
dhr JJ.ii krr'.luim ~S.rw
WASHINGTON
Marietta ^/
^ Ifat IHarirtta Daily luitro
Parkersburj
DODD-
RIDGE
Fairmont
o
MARION
TAYLOR
Clarksburg
vEhf -Xftuo- leader
Jackson
o
ClER-
.MON
®>t Vortamouri) cTim/j !
Portsmc
BRACKEN *
lallipolis
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THE FRONTON TRIBUNE '•■•"»
Nicholas
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[The Charleston Gazelt<
Oak Hill
Beckley
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Williamson
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Bristol Herald Courier
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wkins Kingsport
GRAYSON
ALLEGHANY S* PRY STOKES RC<
SULLIVAN
Here is a conclusive combination of two significant things : (1) a map showing
our important and prosperous Industrial Heart of America — five states with
a built-in buying power that totals close to four billion dollars — and
(2) the mastheads of over 30 daily newspapers which always carry WSAZ-TV's
program logs. They do this because their readers ivant to know what WSAZ-T V
is bringing them every day throughout this whole 125-mile sweep. You can't
beat the barometer of public demand !
Nor can you beat the selling influence of WSAZ-TV in about half a million
TV homes. Words are fine — but solid proof is better. The nearest
Katz office has lots of the latter.
Huntington- r
Charleston, *- -*
West Virginia £3
CHA.WFt, 3 I
.'■fii'.mum Potetr
NBC BASIC NETWORK
■Jffffd
ABC <t Du Mom
WSAZ
alto affiliated
ttith Radio ™
Slalom WSAZ.
Hunllncton dt
WQK.V. Charleston
Laurence H. Roeers.
Vice president and
General Manager.
WSAZ. Inc.
represented
nationallv ♦
bv The Katz
Aocncy
T E LEVIS
O N
CAPITAL TYPES #6
THE TOURIST
Hasn't missed a cherry-
blossom festival since
the NRA; world's greatest
authority on the late-
blooming anything. Col-
lects match covers.
And in the Washington
area, which plays host to
four and a half-million
tourists annually, one
station is abetteradver-
t i s ing buy than any o ther.
That station is WTOP
Radiowith(l)the largest
average share of audi-
ence (2) the most quarter-
hour wins ( 3 ) Washington's
most popular local per-
sonalities and (4) ten
times the power of any
other station. You don't
need a guide book topoint
out that WTOP Radio is
Washington's top station.
WTOP RADIO
Represented by CBS Radio Spot Sales
New developments on SPONSOR stories
See: Summer Selling Section: 1955
Issue: 7 March 1955, page 43
SlllllOPt* ^ru» firm keeps "Lucy" on tv all
' * summer
To Lehn & Fink, advertising its drug and cosmetic products on
the air is an all-year-round proposition. Summer, far from a let-up,
signals an added push behind certain items; this year the hot-weather
push is coining from one of tv's top network shows, / Love Lucy.
The L&F-sponsored Lucy, called The Sunday Lucy Show, (CBS
TV Sunday, 6:00-6:30 p.m. I consists of reruns of films scheduled to
run through the summer. The program carries commercials for
Dorothy Gray Hot Weather Cologne and Etique Spray-On Deodor-
ant, also Hinds Honey and Almond Cream and Lysol.
The drug and cosmetic firm, via McCann-Erickson, recently ran a
merchandising contest for station promotion managers to plug both
the show and sponsor. The agency supplied the basic material, win-
dow streamers, counter cards and the like, and the station men did
their own promotion on a local level.
It was a woman though who won first prize in the contest, Station
Promotion Manager (Miss) Grace McElveen of WAFB-TV, Baton
Rouge. She won a total of $600 for her promotions of the show and
product which included a tie-in with a local theatre to rerun the
Lucy and Desi motion picture, "Long, Long Trailer." The station
supplied 35 mm film strips to the movie house plugging The Sunday
Lucy Show and plugged the movie with tv announcements. In addi-
tion, WAFB-TV used a total of 368 announcements on the station to
plug the Sunday night reruns.
Second prize totaling $300 was won b\ Station Promotion Man-
ager W. D. Evans, Jr. of KGUL-TV, Galveston. WMT-TV's Robert
R. Kenney won the $50 third prize in Cedar Rapids.
Contest judges were: Ferd Ziegler, director sales promotion, Mc-
Cann-Erickson; James P. Gagin, advertising manager of the drug edi-
tion of "Chain Store Age": Charles Sinclair, senior editor, sponsor.
Further merchandising use is made of the show by having pictures
of Desi and Lucy on many of the Lehn & Fink product boxes.
William Hausberg, advertising and promotion director for Lehn &
Fink finds dealer acceptance of the new vehicle high, noting, "We
see a definite reaction in the trade — a definite enthusiasm among
both wholesalers and retailers who are impressed by the fact that
our products are being advertised on this important network show."
By no means new-comers to the air media, L&F started in radio
in 1926, and in television in 1947. They had the summer replace-
ment for Your Show of Shows in 1952 (Saturday Night Revue with
Doodles Weaver), but switched to spot tv for the last several years.
See: Robert Hall continues strong air
promotion
Issue: 23 October 1950, page 18
Subject: Clothing store's heavy use of spot
radio and tv
Robert Hall Clothes, through the Frank B. Sawdon Agency, New
York, is preparing to begin a spot radio and tv campaign in 125
markets with a time expenditure of well over a million dollars.
Breaking late in August, the total of 125 cities is expected to be
reached by September, in time to tie in with the opening of the
clothing chain's 200th store this fall.
According to Jerry Bess, vice president in charge of television
arid radio of the Frank B. Sawdon Agency, Robert Hall is the
nation's largest user of spot saturation radio and tv. The air budget
for 1955 is estimated to be up 15' "< over 1954. * * *
62
SPONSOR
TRAILERS
TOMATO PLANTS
SPONSOR: Cluk't Mobile Hornet \'-l N< 1 l »... . i
. VPSULE CASE HISTORY: 1//. & Mrs. Clark, owners
of a trailer lot, came to Orlando total strangers. The)
used only minute announcements, da) and night, on
II Dili) for III months, advertising neu ami used nailers.
They became one oj the Inst known outlets tor trailers,
sola1 inn at an average east oj 12,500 a unit. Their radio
advertising cost them |825.
WDBO, Orlando, Kl... PROGRAM: tanouncementi
SPONSOR Sara I •■ '•■ ■> \".l Nl 1 D
' M'H M CASI HISTORY Sam Lee, a < him ■ Green
Grocer, had 3,600 tomato plants which acre taking up
too much floOl Space in his store. He use// luo Hash \
se, ond i announcements <m (.III H between 9 00 and
10:30 '/'". nne morning. III the plants were told thai
day. The announcements <<>st him 12 each'. Ins tomato
plants brought m |75.
( III It. Nanalmo, B.( . PROGH Wl Unouncementi
RESTAURANTS
SPONSOR: Ranch House
Drive-In Restaurants
AGENCY: Zimmer-McClaskey,
Louisville
CAPSUL1 CASE HISTORY: Ranch House No. 1, a
drive-in restaurant, sponsored If KLO personality Beech-
er Frank's 9:15-12:00 midnight program. Showcase.
// ithin 14 months business had increased so substan-
tially the client opened three additional drive-in restau-
rants. The agency credits the Monday through Saturday
radio shoic with being the "backbone'' of the entire ex-
pansion program.
WKLO. Louisville
PROGRAM: Shoucase
BEAUTY PARLOR
SPONSOR: Beaulj Garden AGEN4 'i : Dired
I M'M I I. I ASE HISTORI Three years ago tins beau-
ty parlor asked WTAO's advice on merchandising. The
suggestions acre: stm open nights give the working
girl a special pitch; use day-long remote broadcasts b\
all station d.j.'s to celebrate the opening of new stores i
use saturation announcements. The campaign u as so suc-
cessful a second store was opened and a third one is due
to open soon. The average kick-off costs s.ldO; ueekh
announcements cost SI 60.
W'l \<>, Boston
PROi.K AM: Announcements
TV SETS
SPONSOR: I am.l.-n's Muni/ T\ AGEN< 'i Direct
CAPSULE CASE HISTORY: Shorty Camden, a \luntz
Tv dealer, had used jnint. direct mail, direct ami jdione
canvassing with little results. Then he trial sponsoring
WARL's \r>-minute hillbilly show. Town & Countr\ Time,
heard daily between 1 : 15 and 2:00 p.m. The first broad-
cast, during which the 21" tv set was advertised, pulled
27 leads, all of which were sold. Camden note /i«h I ">-
and live-minute shous and spends $360 '/ iiccl..
\\ ARL, Arlington, \ a.
I'RlH.KWI: Town & Country Time
MAGAZINES
SPONSOR: Curtis Circulation Co.
AGENCY: Direcl
< APS1 I E < ASE HISTORY: Curtis bought three five
minute participations a week on WBBM's The Countn
Hour (5:30-6:00 a.m., Monday through Saturday) for a
subscription campaign to Country Gentleman \ Better
Farming. One campaign, run from 21 July to 11 Novem-
ber brought in 1.167 subscriptions from 32 states. The
second campaign, run from 15 November through 17
March, brought in 2.288 subscriptions from 39 states.
Each participation cost .$80.
WBBM, Chicago
PROGRAM: The Country- Hour
GASOLINE
SPONSOR: Fleet-Wing Products
M.l v ^ Griswold-
Esnleman,
CAPSUL1 CASE HISTORY: For several years Fleet-
II ing has sponsored a \h-minute segment of II G IR'i
early-morning music program. In the spring the-, ran a
special on rubber floor mats to increase store traffic. The
mats were offered for $.48 and 111 coupons. Coupons
were given with each >\ pun -ha.se. The mats u ere fea-
tured in three one-minute announcements a week for 13
5. Over $100,000 north of oil products acre sold.
Prorated cost of the campaign : $900.
Wi. \R. Cleveland
PROGRAM: Morning Program
a forum on questions of current interest
to air advertisers and (heir agencies
Has radio gone far enough in up-dating
its programing and selling methods
FIVE YEARS BEHIND
By Kevin B. Sweeney
President
Radio Advertising Bureau, /V. Y.
Sadly, both in
programing and
in selling meth-
ods radio is now
where it should
have been in
1950 — in short,
we're five years
behind the pa-
j / rade.
However, based on the progress that
is now being made, there is a good
chance of catching up to other media
in these fields by 1958.
In selling, dozens of stations have
learned recently what hundreds still
must learn: We have been calling on
the wrong people, too often making
only a primitive presentation of what
we have to sell. We have been draw-
ing the wrong kind of research, and
too often pricing our product on a
basis that blithely ignores the funda-
mental laws of supply and demand.
In hundreds of stations, sales man-
agement— in the sense that sales man-
agement is understood in other indus-
tries who live or die on how they sell
— is non-existent.
All this is being corrected. In fact,
in many stations it has been corrected
already. The next three years will see
a rapid spread of their ideas to those
who haven't learned the lesson yet.
Programing is a different can of
worms.
We are handicapped by our strength
— two-thirds of the adults in tv areas
listen in an average day for an almost
unbelievable 172 minutes apiece. This
is big enough that the right kind of
selling should enable us to collect at
least 50% more by 1958 from adver-
tisers than we are now collecting.
This is where our strength is dan-
gerous— the danger lies in the feeling
that our present programing formulae
and sales increases that we will surely
make, constitute real progress.
Actually, we are not progressing
much in programing — we haven't
found out much new about how to in-
crease total sets-in-use sharplv through
new programing formats.
I feel we will — with great sudden-
ness— come up with new approaches in
the next two years that will greatly in-
crease radio's programing scope and
the desire to listen among millions who
are not now listening. But this will
happen only when management puts
the kind of money into this type of
"exploration" that it deserves.
ALWAYS ROOM FOR MORE
By Wells H. Barnett
Assistant to President
John Blair & Company, IS. Y.
The obvious an-
swer to this ques-
tion is no, since
any human activ-
ity is subject to
improvement.
This does not
mean that there
has not been im-
provement in
certain areas of programing and sales.
It does mean that there is always room
for more improvement.
The history of radio since television
became a competitive force subsequent
to 1948 demonstrates that radio is still
a dynamic communications medium
fulfilling a definite need for the pub-
lic. This will be true so long as sta-
tions continue to deliver the kind of
meaningful, localized service which is
radio's unique province.
The realities of today's broadcasting
have forced improvement in local pro-
graming in many instances. As the net-
works have occupied less and less of
their affiliates' time, it has become in-
cumbent on the stations to program
and try to hold audiences by their own
efforts. As television has gradually as-
sumed the function of "big show" en-
tertainment, it has become apparent to
many progressive station operators
that local community service of a kind
which radio can offer better than any
other communication medium can hold
substantial audiences. To this extent
there has been improvement from the
programing standpoint.
We still need to improve our sales
activity. Too many advertisers and too
many agency people still have miscon-
ceptions about the scope and power of
radio. Too many supposedly profes-
sional advertising people still think of
radio as network radio. Too many
still think that afternoon audiences are
principally composed of so-called
"teen-agers." Too many have written
off radio, in spite of the fact that there
may be four or more active radios in
their own households.
The simple fact is that there is more
radio listening today than there was in
1944. This fact must be brought home
to those who control advertising bud-
gets.
Fortunately for the industry, during
the last year a massive attempt to bring
these facts to the advertiser has been
growing and accumulating weight.
Through the Station Representatives'
Association, the Radio Advertising Bu-
reau, and the individual efforts of the
major station representatives, an ef-
fort to sell radio positively at the de-
cision-making level has been growing.
This may account for the fact that the
spot radio business is moving into
substantially increased activity this
summer which may well continue
through the balance of 1955.
64
SPONSOR
THREE RADIO REMEDIES
ll\ II illium It. TempietoH
I ii c Prmtident,
Radio unit I <■/< i itlon
ltr> tin linn Won. V« ) .
It -rein fail l\ « » 1 > -
\ ion- I rum ra-
dio's present
01 c i -al I -l.iln-
lli.it it has not
scratched tin1
surface in updat-
ing it- program*
ing ami Belling
methods in fa< c
(u television competition. Television,
with it.- dual senses ol Bight and Bound,
is the more potent medium, but there
i- -till a place and a need for radio.
It- prime advantage is it- mobilit)
and. in this regard, programs Buch as
Monitor are a -tep in the right direc-
tion.
I\ cannot be ignored closing your
eyes won't make it go awav. How then
to compete? It's time for a pause —
not to moan our ills, hut to submit to
riiiid diagnosis and then heed the pre-
scription. \ feu remedies are ahead]
a< • essihle:
1. Study present radio network
broadcast periods with a thought to
limiting hours of broadcast to times
of day and night when tv offers least
competition. Money thus saved can
be applied to more effective program-
in-.
2. Greatest percentage of radio lis-
tening is on an "in and out" basis —
driving in a car. kitchen schedules and
general room hopping. Radio pro-
graming around these periods should
develop formats of bre\ it\ which do
not require constant listening for con-
tinuit\ .
3. Radio must develop its own "ex-
clusivitx." It might ^ ell take a cue
from tv and utilize spectaculars. If a
program is all-appealing, people will
listen regardless of competition, to wit,
Disneyland on television and champ-
ionship prize fights, heard exclusively
on radio.
Hfiar dn you think?
SPONSOR will be glad to receive
other opinions on this subject
and will print the most interest-
ing views. Address letters to:
Editor, sponsor. 40 E. 49th St..
New York 17. N. Y.
I
I
I
I
I
I
I
I
I
^ ©UTRATES
•^ _■»«■*» FOR**
j^OOTSBl-t.*---
I
I
I
I
I
I
I
.1
all other Dc
Radio Stations
HERE ARE
mo
OF THE
MANY
REASONS
lef Pat Gay, KLZ soles-gal extraordinary, do your selling job
fo the housewives of Denver and the Rocky Mountain Reg/on.'
Listener discussions gel mighty exciting and controversial on this
telephone audience-porticipotion program. Listeners hear both sides of
the conversation. It's FIRST place in Denver!
Denver women listen to Pat Gay — lake port in her program —
believe in her — buy the products and services she sells. They volun-
teer endorsements of the sponsor's products over the air — on obvious
"extra'' commercial.
Pat Gay is the "selling-est" gol in Denver. Her show, "For Women
Only," (Monday through Friday, 12 noon), is o daytime "must' for
your schedule!
• • •
Sforr Yelland, Denver's "Mr. Radio" himself, sells the entire
family with another telephone audience-participation show.'
"Starr Yelland Party Line" is controversy-fun-excitement — PLUS
the salesmanship Starr Yelland has built up over the years in Denver
radio. Listeners hear both sides of the conversations and give their own
product endorsements more often than not.
Here's successful, bang-up night-time radio that rates and —
SELLS! Ask Tidy House, Butternut Coffee — a host of others. "Starr
Yelland Party Line" is sold in fifteen minute segments — Mondoy through
Friday nights.
We suggest you contact your Katz man or KLZ Radio today for
the first available open segment of Denver's best night-time rodio buy!
Buy KLZ Ratings — KLZ Radio is FIRST in total ratings — sign-on to sign-off...
AND . . . radio listening is higher in Denver today than it was before television!*
• Buy KLZ Radio performance!
• Buy KLZ Radio's sales-producing, result getting personalities!
• Do the Denver Selling job with KLZ Radio!
'Denver Pulse. January, 1955
25 JULY 1955
65
Dan Daniel
Star of
"Star Studio"
I I to Noon, Monday-Friday
Stars Sell on
Alabama's
greatest TV station
Birmingham
Mid-day movies attract a large audience of
people who have finished the morning
chores. Dan Daniel, host for the show, has
a casual, friendly manner that keeps
viewers looking and listening. Consistently
high quality films and well-known movie
stars shown on "Star Studio" assure audi-
ences that tune in every weekday.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy seeing
Represented by
BLAIR-TV
{Continued from page 10)
hauteur of yours — the one so many of the oldsters-from-print
afTect when dealing with this new nonsense.
Paint your sneer on well so that the kids in tv will realize
you are an old hand at the ad-game and can see beyond tricks
and techniques — that you understand and have at your finger-
tips that basic truths of advertising.
Remember, too, to cover up your lack of knowledge of the
mechanics of tv with loud talk about slogan-happy adoles-
cents and animation-morons. You'll make your mark if you
do, Eddie.
But, believe it or not you may also learn how tough copy-
writing can be. You see, instead of a static little seven by 10
inch square to play with, you'll have 20 seconds in motion or
even a full minute! You may have a constructive idea or two
on how to present, in 10 or 12 roughly drawn squares, what is
eventually intended to be fluid movement and smooth transi-
tion and present same to a man or to a group that is as new
to the game or as confused by it as you.
You may have some fun learning about money, something
you never heard of in the pleasant print picture. You may
find out about a budget, not only of money but a budget of
time, and then have to be creative with these two items sitting
on your shoulder.
And, Eddie, after you've done all these things for just a
few weeks, drop me a line and let me know if you don't think
you were a fool to kick about that print-copy throne you once
sat on and if you don't agree with the statement some rene-
gade friend of yours made to the effect that print copywriters
are the most pampered species in the whole doggone zoo.
Your pal,
Robert
Letters to Bob Foreman are welcomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs?" Bob and the editors of sponsor
would be happy to receive and print comments from readers.
Address Bob Foreman, c/o sponsor, 40 E. 49 5/.
66
SPONSOR
// could happen to you ...or the
strange, strange story of
week contracts
J
t coma happen to you. . . or the
strange, strange story of two 52 week contracts
by Norm Glenn
To begin with, this is a true story. And this is exactly how it
happened— so help me.
I was sitting in a stuffy hotel room in the French Lick Hotel,
French Lick, Indiana, listening to Todd Storz, Bob Enoch, Chuck
Balthorpe and other members of the AIMS group of independent
stations exchange chatter, ideas, and jokes. Came a lull in the conver-
sation and Larry Reilly, WTXL, Springfield, said: "I guess I shouldn't
lay myself open like this, but I sure want to thank Norm Glenn for a
fat 5 2 -week contract from Household Finance."
Suddenly I was all ears. "Who, me?" I asked.
"Well, SPONSOR anyway," said Larry. "My last ad was clipped
from the magazine by the client and he showed it to me when he came
to Springfield. The contract he gave me totaled $2600."
"I'll double that," said Sherm Marshall, WOLF, Syracuse. "The
same guy clipped my page from SPONSOR and signed up for 52
weeks. Only my contract came to $5200."
"Honest, fellers?" I asked.
"Honest," said Larry and Sherm.
"Nobody will believe this gold-dust-twin story," said I.
"Do you want my affidavit?" said Sherm.
"No," I said, "a letter will do."
Trade paper advertising is often regarded as an "intangible"
purchase. But, WTXL, WOLF, KBTV, KPQ, WPAL and many other
tv and radio stations will argue the point — at least with re-
spect to SPONSOR, The magazine radio and tv advertisers use.
mm
THE MAGAZINE RADIO AN
TV ADVERTISERS USE
gets "tangible" evidence from everywhere
feni^
730
from Pat O'Halloran
in Wenatcbee, Washington
'fv0
»"•« »..ol0
*■*«,
<%>...
.
""" >. 195 5
I found, wftn,
w- »«im - r*T'- ~d "1* 2 ~*y
Lonny Moore
harleston, South Carolina
*.T1»
7T*
g /row /oe Herold
in Denver
\
SALES /
STORy/
c«o< Sails Up
K>
Devote
fulltime+Operation
Good +Proqram5
\N\PACT;
DEC JAN FEB MAR
WjW
agency profile
Vorttian H. Strouse
President
J. Walter Thompson Co.
F LOR /DA
As the newly elected president of J. Walter Thompson Co., Nor-
man Strouse heads up the one agency which, more than any other,
still holds tight to the nighttime tv program production reins against
the trend to network control. He succeeds Stanley Resor as agency
president. Resor has become chairman of the board, Henry Flower
Jr. and Sam Meek are vice-chairmen.
In the season just past the agency produced three full network
hour shows for Kraft, Pond and U. S. Steel. This fall The Ford
Star Jubilee, a monthly hour-and-a-half show will be added to these
agency-produced packages on CBS TV, every fourth Saturdav
9:30-11:00 p.m.
"One has to get a well-rounded view of all that goes on in adver-
tising," is Strouse's favorite summation of his advertising philos-
ophy. In tv, he feels, this means a thorough integration of pro-
graming and commercial message.
Strouse has himself ridden herd on one of the agency's major
air media accounts for the past eight years — the Ford Co. As head
of the Detroit office, he guided strategy and policy on Ford's post-
war advertising, helped contribute to the firm's surge toward top
sales rank in the industry.
J. Walter Thompson itself ranked third among agencies in total
radio-tv billings last year, according to estimates of their account
activity, with some $50 million out of total 8165 million billing in
air media. I See SPONSOR 13 December 1954 for listing of top 20
air media agencies in 1954.)
A North westerner by birth, Strouse originally joined Thompson
in San Francisco in 1929 in the media department. He worked on
such diverse accounts as gasoline, aircraft, foods and in such phases
of agency work as research, copy, finance, art and planning.
Strouse is a dark-haired man in his late forties, medium height,
rather retiring and an inveterate pipe and cigar smoker. In his
Bloomfield Hills home in Michigan. Strouse has a collection of rare
books, including a number of first editions of CarK le. a favorite of
his. He carries his love for his hobby to the extent of running his
own private print shop, the Silverado Press.
"But I'm no book worm," he protests, and shoots golf in the
"low 90's" on weekends to prove his point. * * *
SPONSOR
fr£
i Continued from page -- i
duced ii- l-~> rpm -peed phonograph players and records.
In m\ own limited business experience I had never seen a
new product, introduced l\ a reputable manufacturer, meel
with more universal, vicious opposition.
Hut at no point during those earl) <la\- ot the life oi 1">.
did Frank Polsom, nor his right hand man. the late Joe \\ il-
son ever falter. Frank poured money, his mind, hearl and
whole Icing into the battle to prove i<> the industry and the
American public thai the 15 rpm phonograph and record
was a good product. Thai lie was right i- now history.
I recall a trip down to Princeton. V J., on the day. a
number ot years ago. when the name ot the RCA Research
Laboratories was being changed to The David Sarnofi Re-
search Laboratories. The General made a speech in which
he asked the corporation's engineer- to develop a couple .it
new product-, which sounded like the imagining- ot a science
fiction w i iter.
Coming lack on the train I talked with the General alone
about some ot these visions, and came awaj with the com-
plete conviction that color t\ -how- on tape for home use,
electronic stoves and other such scientific marvels would he-
come standard equipment in our lifetime.
It i- taking nothing awa\ from the main other men and
organizations who made a contribution to -ay that without
the General's personal vision, faith, courage, physical and
mental stamina television would he nowhere near the over-
whelmingly dominant medium it i- today.
On that same Princeton trip I had a conversation with
Pat Weaver. Pat had just kicked oil" the rotating Comedy
Hour shows.
That, a- we have all come to see, was only the beginning.
P. it has upset more -how business and advertising business
tradition than all other practitioners put together. He'll
la- he himself readily admit-) lay hi- quota of eggs, hut
when the final -core- are in. it'- my guess that he will have
created more and greater programing, achieving more and
better results for advertisers than any individual ha- ever
created before. I. ike I say: That Sarnoff-Folsom vision plus
guts combination is hard to hold down. And it"- nice to see
Pat bringing it to programing and sales.
I might conclude I \ saying that a considerable hatch ot
this is rubbing off on a voung man named Bobby Sarnofi.
I have a hunch he's coming lack from Europe with a W inston
Churchill program.
KNAK's Wayne Levari (left)
nation's number one band leader, Ray An-
thony. Wayne is the DJ of 2 popular music
shows each day. "Waxin' with Wayne" and
"Club 1280.' Max. s^.are of audience 42.2
Mon. thru Fri., 45.5 on Sat.
24 HOURS A DAY
MUSIC
NEWS
SPORTS
MOW GRANTED
'fVyr.
5000 WATTS)
LOWEST
COST
PEk LISTENER IN
SALT LAKE CITY
KN AK
Station "A"
Station "B"
Station "C"
Station "D"
27.8 Independent
27.2 Network
14 6 Network
13.7 Network
7.2 Network
(Hooper Fob. 1955 12 noon to 6 p.m.)
Represented Nationally by
FORJOE & CO.. INC.
• * •
25 JULY 1955
71
Sold out on traffic, time jingles, II U H invents new types
WNEW, New York, one of the first
radio stations that turned the public
service jingle into a profitable en-
deavor, has had to seek new types of
jingle packages because they were sold
out on long-established weather, base-
ball, traffic and time signal jingles.
Program Director Jack Grogan and
Copy Chief Milton Robertson, collabo-
rated to produce new service jingles
for (1) "good taste" and (2) "fact or
fancy."
Good taste jingles have been sold
to Arnold Bakeries and G. Wash-
ington Coffee, and cover such fields as
Stations sell merchants
on special day promotions
With summer hiatus staring them in
the face, four West Palm Beach, Fla.,
radio stations took the bull by the
horns and organized "Radio Rodeo
Days," a special announcement pack-
age which they sold to the Merchants
Division of the local Chamber of Com-
merce. Their plan resulted in the sale
of a total of 1,048 announcements, 262
on each station — the largest saturation
schedule ever to run in the market in
a concentrated three-day period.
Here's how this promotion came
about : The sales managers of the four
stations — Rome Hartman of W1RK,
Bob Monroe of WJNO, Cliff Glick of
WEAT, Bob Davis of WWPG— de-
cided that they were tired of seeing the
local merchants pour thousands of
dollars into one local newspaper to
promote "Dollar Day" sales five times
each year. The radio stations tradi-
tionally got what was left over from
the budget, and never enough for the
medium to prove itself.
The four stations decided to give
radio its chance, organized a group
called the Radio Stations of The Palm
Beaches. They offered a single rate
which would buy one announcement on
each station, a single salesman for
merchants to deal with on this plan.
For a three-day period they made every
available announcement on each sta-
wli\ a man should alight from a public
conveyance before his lady companion
and how to answer a wedding invita-
tion. After this good taste item, the
sponsor is introduced with a line like
"G. Washington Coffee is also good
taste . . .
Fact or fancy jingles cover subjects
like the origin of barbecues with the
line "Is it fact or fancy that barbecue
is a modern American invention?"
After answering, the announcer leads
into the product with "And it's fact not
fancy that so-and-so is a good product
etc." • * *
tion part of this plan. To spark the
deal, the station group made up a
musical pitch to the merchants.
The result: "Radio Rodeo Days" on
27, 28 and 29 June. The stations pro-
moted the days with a week of teaser
announcements, supplied streamers for
store windows, dressed an announcer
in a cowboy outfit to fit into the theme
and had him interview shoppers in the
business section. Participating mer-
chants provided one-dollar certificates
for distribution among passersby.
Within a few days most of the 40
participating merchants told the sta-
tions that their sales had approached,
equalled or surpassed similar sales
promoted only by newspaper — and at
half the advertising budget normally
put into print. Many of these retailers
added that their future promotions
would be at least half radio and half
newspaper.
/}!■ puts "Dorothy and Dich"
show in national syndication
Dorothy and Dick, long established
on WOR, New York, is now being syn-
dicated nationally by Frederic W. Ziv
Co. The show's man and wife duo are
Hearst papers' columnist Dorothy Kil-
gallen and her actor husband Dick
Kollmar.
"National advertisers are spending
money for radio advertising today,"
said Alvin Unger, v. p. in charge of
sales. "But only where they can see
an excellent chance for sales return.
Dorothy and Dick is such a program.
"One announcement on this show,"
L nger said, "sold 5,000 candy bars in
two days. Two announcements brought
].200 people to a jewelry store. Six
announcements brought 1,500 inquiries
for a $150 item."
Small advertisers will be able to buy
small segments of this husband-and-
wife chatter series. The program will
be packaged in five half-hour shows a
week. It can be sold with six one-
minute commercials plus the opening
and closing I.D. * * *
Russ Hodyes stars in film
commercial for Shirtcraft
The Shirtcraft Co. is planning a spot
tv drive to sell their fall and winter
line of Shirtcraft Shirts and Airman
Jackets. Russ Hodges, Giant Baseball
broadcaster stars in the four filmed
commercials used in the campaign, and
will tie the products into a story of a
famous sports event.
The series was prepared by Friend-
Reiss Advertising and produced by Mel
Gould Productions. The film commer-
cials show the ease with which the line
Hard-wearing sportswear shown in spot film
of sportswear can be laundered, and in
addition stresses their long life and
light weight. * * *
* * * Briefly . . .
When KFAB, Omaha, changed its
affiliation from CBS to NBC, they used
the theme "Changing Partners" to tell
the story to their listeners and to agen-
cies concerned. Three weeks before the
change was to occur, KFAB started an
on-the-air campaign playing square
dance music six to 12 times daily on
the station breaks and beginning the
copy with the "change your partner"
message.
They carried the same theme for-
ward in mailings to agencies and cli-
12
SPONSOR
(Hi-. Oversized post cards wen sent
out m ith tin- "Changing Partners" < all
incoi porated in them as well .1- a 1 •
detailed tetter from Genera] Manage]
II.iiin Burke.
• • •
Several of WGR-TV'a shows will be
moving out of (I "s for the summer
into the Buffalo station's nevi outdoor
studio. I!"- i"'" sel is complete w iili
a barbecue and lawn furniture and
bordered <>n two sides with a stockade
fence. Most of the -«-t t i n - was con-
tributed l'\ various Buffalo merchants.
WGR-TV boasts new outdoor set for summer
» » »
William Caskey, v.p. and general
manager ..I" WPEN and WPEN-FM,
Philadelphia has been appointed to a
three-year term as a trustee of the
Charles Morris Price School of Adver-
tising and Journalism. The school is
a non-profit off-shoot of the Poor
Richard Club. \ campaign to promote
the school was spearheaded In Caskey
last year in the radio medium, while
he was filling in the unexpired term
of a former trustee.
Caske\ has also been active in Phil-
adelphia Radio and Television Broad-
easters \s.-oeiation and the Pool l!i. h-
ard Club. He recenth completed his
term as president of the former group.
* * *
Radio achieved another fust last
week (1!! JuK 1 when \\(.V Schenec-
tady, became the first commercial
broadcasting station in the country to
use atomic electricity for relay of a
program to transmitters.
I he station cooperated with General
Electric in a demonstration of the
peacetime use of atomic energy. GE
supplied the electricit) from an atomic
powerplant thej are building for the
AEC. The reactor is a prototype of
the one that will he installed in the
navy's second atomic submarine "Sea-
wolf."
The station held a 90-minute broad-
cast commemorating the event with
speeches In various atomic energ\
\ IPs who were present. • • *
~r iSSl In-
going PLACES'.' . . . Then include the
big n' hooming Salt Lake market where
more than a million spend over a billion.
And KSL Radio, the Mount tin West's
"first" station, is still going place- in this
til county, 1 state market where -
point to sales success in your AU-American
advertising plan-.
RATINGS... KSL has 26 - ot the average
week-long audience, a 47 .!'< ad\ air
and own- a 138.69 advantage in quarter
hour wins.
COVERAGE . . . KSL talks at least on
almost two of three families ■
hours and throughout the week talk- at
least once to nine ot ten radio families in
this area.
For more on the market story and avail-
abilities, call CBS Radio Spot Sales or . . .
KSL
Radio ... Salt Lake City
50,000 watts . . . CBS in the Mountain West
"Pulse. Februan I
25 IULY 1955
73
MARLBORO
{Continued from page 29)
bacco consumed," Wooten explained
to the tobacco men. "The increased
|inlilic awareness of the health angle
is directly reflected in the spectacular
growth of filter-tip cigarettes."
The switch to spot: The real sig-
nificance of the Lucy cancellation lies
in a media reevaluation by Philip Mor-
ris which is affecting all its brands.
For the immediate future the firm is
omitting network tv from its schedules
and concentrating on spot. Company
spokesman emphasize that they were
not dissatisfied with Lucy, or with
Public Defender, which it carried on
CBS TV in addition, as programs.
Were Philip Morris to remain in net-
work tv, the shows would still prob-
ably be on the schedule.
The all-brand switch to spot is tied
to these factors, according to Roger
Greene, advertising director : ( 1 ) For
some time the firm has felt that a
change of pace in its media approach
would be advisable; (2) the nature of
the copy story, for both Marlboro and
Philip Morris, is such that programing
is unnecessary to carrv the message.
Greene credits Television Bureau of
Advertising with having played an im-
portant part in winning Philip Mor-
ris over to spot tv after it had decided
network tv no longer suited its needs.
Says Greene: "The copy story is one
which we think can stand on its own
in the spot medium. We are looking
to frequency, rather than programing,
to sustain it. We do not need the com-
mercial time available on a program
to make our sales point today. For the
same reason, and because our new
Marlboro campaign is so graphic, we
are also going in for billboards heav-
ily for the first time."
Although Greene believes that pro-
graming offers certain goodwill
plusses, he is willing to forego them
for the advantages he finds in spot.
This does not mean that Philip Mor-
ris is through with network tv. "It all
depends on how our copy stories de-
velop," states Ad Director Greene. "If,
in the future, we develop copy stories
that take time to get across, why we'll
probably be right back in program-
ing.
To Philip Morris, spot means an-
nouncements for the present. A com-
pany spokesman explains that in Marl-
boro's case, the present budget does
not provide for program sponsorship.
The weight of the upcoming Philip
Morris spot campaign on both tv and
radio is indicated by Roger Greene's
statements that considerably more than
half the total ad budget for both Marl-
boro and Philip Morris will go into
the air media. (Earlier published
stories had misconstrued a company
official's remarks on the West Coast to
mean greater reliance on print than
is actually the case, it appears.)
At the present time, the media pic-
ture for Marlboro has not clarified,
says Greene, because national distribu-
tion is yet to be built. But newspapers
and magazines will be employed along
with spot tv and radio.
A special case is that of NBC Ra-
dio's new Monitor show on weekends,
which finds 14 Marlboro and 14 Philip
Morris commercials alternating every
half hour during network option time.
Quipped a company- spokesman: "It's
so cheap, we figured we'd be losing
money if we didn't go in."
Copy points: Eschewing complicated
explanations or involved animation,
Marlboro tv commercials concentrate
on a few simple points:
(1) flavor; (2) easy draw; (3)
f. \<»tr stations on air*
OITY A STATE
CALL
LETTERS
CHANNEL
NO.
ON-AIR
DATE
,ERP (kw)«
Visual
Antenna
(ft)*"
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKET!
(000)
PERMITEE, MANAGER. REP
NOTRE DAME,
SOUTH BEND, IND.
FAIRMONT, W. VA.i
WNDU-TV 46
WJPB-TV 35
15 July
2 July
164
22
500
1400-
WSBT-TV
None
206 Michlana Telecasting Corp
Univ of Notre Dame
Bernard C C Barth, gen mgr
J Patrick Beacon
owner, gen mgr
ff. Yen* construction permits*
CITY & STATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP (kw)«
Visual
Antenna
(ft)"*
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER, RADIO REP1
PORTLAND, ORE.
GLENDALE, WIS.3
29 June
29 June
316
100
1311
983
KLOR
KOIN-TV
KPTV
WXIX
WTMJ-TV
WISN-TV
276
550
X Pacific Tv Co
Gordon D Orput. pres
Paul F Murphy, vp
Benry A Kuckenberg, vp
Independent Tv
lack Kahn, pres
Richard G Fried, vp
ray ?pnnr
DUA OtUItt
TL .*?. stations on nir
422
252%
36,100,000$
34,200,000%
Markets covered..
U. S. tv sets (1 June '55)
V. S. tv homes (1 June '55)..
•Both new c.p.'s and stations going on the air listed here are those which occurred betw»«
1 July and 13 July or on which information could be obtained in that period. Stations IK
considered to be on the air when commercial operation starts. ••Effective radiated power. Aural
power usually Is one-half the visual power. •••Antenna height above average terrain (not
above ground), tlnformation on the number of sets in markets where not designated u being
from NBC Research, consists of estimates from the stations or reps and must be deemed approil-
mate. §Dala from NBC Research and Planning, lln most cases, the representatives of a ridle
station which is granted a c.p. also represents the new tv operation. Since at presstlme It 11
generally too early lo confirm tv representatives of most grantees. SPONSOR lists the repi tt
the radio stations in this column (when a radio station has been given the tv grant). NFA: No
figures available at presstlme on sets In market. 'Resumed operations after being off air since
28 Febinary 19 33. -Ab.ie sea level. ^Allocated to Whitefish Bay.
74
SPONSOR
populai price; (4) the new Hip-top
In >\ ; (5) the connw lion m iih I'M.
I\ pica) ia ihi> poi tion oi a M I ie
initl Monitor commercial. \fter the
jingle introduction, tin* announce]
cornea in \% i t H : "Here's a filtei cigai
ette thai real!) delivers the goods on
favor. V-u Long-size Marlboro from
Philip Morris. Marlboro} Exclusive
Flip-top Mo\ . . . popular filler price.
Try a pack."
Note the absence of an) reference to
health questions. Leading competitor
\ icero] pushes the theme of "20,000
tin) filter traps." Kent has concen-
trated an demonstrations of it> filter's
abilit) to remove iai> from smoke
Coming after oilier filter-tip cigar-
ettes had provided Borne industr) ex-
perience, Marlboro was able to capital
i/e on what its executives felt were
shortcomings thai the public bad com-
plained of. "Filter-tip cigarettes have
been prett] Hal. with practicall) no
Savor to speak of.*' slates Ross Mill-
hiser, Marlboro brand manager. "We
worked bard to get a product with a
real cigarette flavor, and we know it
can deliver. That is win we hit bard
the theme of 'It reall) delivers the
goods on flavor." '
"' Vnother problem is that of the
draw.*' sa\s Millbi-er. 'Willi Marl-
boro we've developed a filter cigar-
ette that draws as easilv as am other."
The new box. which Marlboro
claims to be the first real advance in
cigarette packaging in 38 years, solves
the problem of the crushed pack com-
mon to filter-tip and standard cigar-
ettes alike. It is said to be the most
carefuIK researched and tested design
in cigarette history. The package is
ideal for tv (see "Should you redesign
your package for color tv?" sponsor,
21 February L955, page 12).
in all the media, these points are
Uiade without shouting or extravagant
claims both of which have been long
associated with the fiercer) competi-
tive cigarette field. Brand Manager
Ross Millhiser explains the companv
ad philosoph] :
"The public today is better educated
than in former times, is more knowing,
more sophisticated in the true sense
of the word. It has access t" newspa-
pers, radio and television. The grade
school graduate of today probabl) has
more real knowledge of things than
the college man of yesteryear.
"Iherefore advertising todav must
be truthful, believable: in a word it
must have integrity."
25 JULY 1955
75
Perry Lean . Marlboro assistant
brand manager sums it up: "The day
of the claim and counter-claim in cig-
arette advertising is probably over."
"The job today," says Leary, "is to
build a character for the brand, to
-a\ simple, provable things that wont
backfire."
Marlboro's netc character: The
effort to create a brand character has
led to one of the most original cigar-
ette ad campaigns in recent years.
Marlboro, although a new cigarette, is
an old brand name. Philip Morris de-
cided to turn to it for its filter name
rather than to a new name because of
its long reputation for quality, which
might be expected to carry over to the
new product. However, the old name
brought with it certain disadvantages.
The new campaign is deliberately
aimed at removing old public associa-
tions with Marlboro and instilling new
ones.
.This was the task undertaken by the
Leo Burnett Co., Chicago, whose presi-
dent proudly declares: "This is the
first time a cigarette account has
moved west of the Alleghanies."
The problem faced by the agency
stemmed from the old concept of Marl-
boro as a big-city, sophisticated cigar-
ette enjoyed largely by women. The
job was to get across the idea of a
quality cigarette that had a basic male
appeal, but that could be enjoyed by
women, too.
It was the visual media which of-
fered the solution. The male connota-
tion is achieved in tv and print by the
careful selection of suitable types as
models.
The first big splash by Marlboro's
new advertising was made as 1955
opened by the cowboy who graced
full-page newspaper ads and admired
Marlboro cigarettes via television.
"What could be more rugged than the
cowboy, more male, more individual-
istic?" asks Richard L. Halpin, ac-
count executive. "He is the great sym-
bol of the American rugged individual,
a fundamental part of Americana."
A following commercial featured
two cowboys talking to each other;
another showed a golfer. Again the
male emphasis is important.
In print, the agency was successful
in using a well-dressed man who sports
a tattoo. "The tattoo," says Halpin,
"tells the male that this is a man's
man. To women it suggests a man
with an interesting past." So far this
new
call letters August 1st
KFVD
GOES
'-*
RPOR
The POPular station
still lll^H on the dial
5,000 watts serving 5,000,000 peopie
CC'IPOIP Los Angeles
Represented Nationally by Broadcast Time Sales • New York • Chicago • San Francisco
figure has not been successfully trans-
lated into a tv version.
"The advertising has played back
well," comments Owen Smith, account
supervisor. "Surveys show that it has
a basic appeal to men and to women
through the virility of the men used."
Leo Burnett ties together what he
believes the campaign achieves: "Vir-
ility without vulgarity, quality with-
out snobbery."
The three most recent tv commer-
cials have departed from the strong
male-appeal slant in the direction of
the more conventional. One features
Hoagy Carmichael, which represents a
change from the expressed policy of
using non-professionals in the com-
mercials. The second features a couple
at breakfast, the third a couple on a
patio.
Ad thinking on Marlboro is appar-
ently still not fixed; it certainly has
not yet settled down to long-term reli-
********
6'Wilh the passing of the years, the in-
creasing pressure, of competition and
the search for more effective advertis-
ing have made advertising almost equal-
ly productive as a means through which
the public lets the manufacturer know
what it wants. Advertising, in its
search for selling ideas, uncovers the
unsatisfied customer's wants, reports
them back to the manufacturer, who
goes to work to make his product satis-
fy those wants. That kind of advertis-
ing almost acts as a gigantic dynamo
generating demand for goods even be-
fore thev have been produced."
WALTER R. BARRY
Vice President
General Mills, Inc.
Minneapolis
• •••••••
ance on one gimmick, such as the fa-
mous "Call for Philip Morris" of the
late Johnny.
Possible contender for this role is
the new jingle, of which the agency ap-
pears enamored. The creation of the
jingle was one of the reasons the ac-
count went into radio, says an agency
spokesman. It is a simple verse, in-
deed: "You can't say no . . . You can't
say no . . . You can't say no to a
Marlboro . . . New Long-size, filterized
Marlboro!"
The jingle has been incorporated in
the three new commercials mentioned
above.
Spot approach: Although Marlboro's
media future is still open to question,
the immediate months ahead will prob-
ably see the present practice merely
enlarged upon.
Spot tv supplies the sustained driv-
76
SPONSOR
in^; power and is bought for the long
pull. It supplies the onK consistent
da\-in-and-day out campaigning in the
Marlboro ad arsenal. About 24 of the
nation's top markets are now on the
u schedule. Policy is to get top eve-
ning availabilities where possible, and
to strive constantly to improve posi-
tions. The agency has carte blanche in
i- spot bin ing, according to Marlboro b
Perry Leary, because it make- sense
to have the timebuyers, who are best
informed on the media questions,
in a position to ad without delay when
good availabilities crop up.
Schedules \ar\ from ."> to 15 an-
Douncements per week.
On radio. Marlboro prefers daytime,
has been coming in for 13-week sup-
porting campaigns in about nine of
the top markets. Where it goes in
strictlv for adjacencies on t\. the firm
cottons to platter-show participations
on radio. Pearv explains that Marl-
boro hopes therein to benefit from the
local popularity of station personali-
ties. For this reason the talent delivers
********
"Family life together, us well as guest
entertaining, in the home is on the up-
swing. And we believe television has
proven to be a major faetor. The tele-
vision set today is the family's home
theatre and a renter of enjoyment and
entertainment."
ROBERT W. LANDON
Director of Sales
Oneida Ltd. Silrrrsmiths
Oneida, N. Y.
********
the commercial in his own words on
the basis of a fact sheet in a number
of cases. No effort is made to dupli-
cate the male-appeal situations of tv
and print on the air. Copy is straight,
sticks to the copy platform by and
large.
To get both men and women, Marl-
boro looks for earl) -morning and late-
afternoon period-. \n important con-
sideration here, says Leary, is the driv-
ing audience. " Uthough there are no
exact figures."" he believes, "it is obvi-
ous that the out-of-home audience must
be considerable."
Marlboro message- are thus timed to
bit the man on the waj to work and
on his wa\ home. The typical radio
campaign carries from 20 to 2i an-
nouncements per week.
The test period: For the first two
months of the year. Marlboro under-
went tests in Rochester. Fort Worth.
Denver and Providence. Complete me-
dia coverage was emphned. including
local <ut-ins on Lucy and Public De-
fender. Network as such was not em*
ployed until New York and Los An-
geles came into the distribution pic-
ture in March.
I hi- testing, Philip Morris spokes-
man Carefull] point OUt, was not me-
dia testing, but over-all market te-t-
ing. Playing \er\ important roles in
their view were the factor- of attrac-
tive and inviting packaging and prod-
uct appeal. Ibis latter is proved, the)
maintain. b\ the high percentage of
repeat business.
Spot remains the primary medium
in the current Marlboro campaign,
though newspapers an- used heavily.
Interestingly, Philip Morn-, al-
though handled by a different agency,
Biow-Beirn-Toigo, is undergoing a
copy development spiritually akin to
Marlboro'-. Tlie new cops is -oft and
short, perfect for both announcements
and billboard-.
Last \ear's Philip Moni- -pot bud-
get for all brand- wa- -mall, but with
tin- company switch to -pot about to
gel under wax -eriou-l\. the firm's
expenditure in the medium will
jump into the million- and television
will remain Philip Morri-" major
medium. * * *
WFBC-TV Swamps Competition
in Carolina 4-County* Pulse Survey
PULSE SURVEY OF TELEVISION AUDIENCE INDEX
SHAKE OF TELEVISION AUDIENCE APRIL 19.55
Timr
TV S.ls
In I'm-
WFBC-TA
Station
B
St.ttlMH
C
Station
D
Station
E
Oth.T
Station!
SUNDAY
6:00 A.M. -12:00 Noon
21.37c
100%
()';
<>';
07c
0'
tv:
12Noon-6:00P.M.
33.49J
81%
129J
u;
I'-
1%
47c
6P.M.-1145P.M.
43.19
65%
IS';
67
-
>'
47.
MON. THRU FRI.
7:00 A.M.-12:00 Noon
14.3%
65%
327«
o-;
ll',
37>
12:00 Noon-6:00 P.M.
22.991
63%
277c
67c
07c
1%
6:00 P.M. -Midnight
10.79
61%
147
117
57
1
v.
SATURDAY
10:00 A.M. -12:00 Noon
:sy,
62%
37?!
07c
n-;
tv;
v.
12:00 Noon-6:00 P.M.
29.37c
43%
41 7o
47
1%
fi
v.
6:00P.M.-Midnigbt
48.1r;
52%
vtt r
if;
v;
37
r.
"The four counties are Greenville, Anderson, and Spar-
tanburg, S. C. and Buncombe ( Asheville), N. C. . . . counties
with Population of 559,300; Incomes of $726,284,000; and
Retail Sales of $481,774,000.
For further information about this PULSE SURVEY and
about the total WFBC-TV Market, contact the Station or
WEED, our National Representative. Ask us also for <!'
of the latest ARB Studv.
"The Giant of
Southern Skies"
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
25 JULt 1955
77
ALL
AGREE!
irs
WKBN-TV
WKBN-TV RATINGS
PULSE
22 of the first 26 programs
(March, 1955)
A 1115
17 of the first 25 programs
(Nov., 1954)
HOOPER
18 of the first 26 programs
(Oct., 1954)
WKBN-TV
QUARTER-HOUR
FIRSTS
PULSE
406 of 444 Weekly Quarter
Hours (March, 1955)
ARB
312 of 466 Weekly Quarter
Hours (Nov., 1954)
HOOPER
363 of 451 Weekly Quarter
Hours (Oct., 1954)
YOU NEED WKBN-TV
TO COVER THE
YOUNCSTOWN
MARKET
WKBN-TV
CHANNEL 27
YOUNCSTOWN, OHIO
CBS-ABC-DUMONT
Represented
Nationally By
PAUL H. RAYMER CO.
NOBLE-DURY
(Continued horn page 30)
commercials we have tested that have
proved to be most effective, we have
found two distinct t\pes. At one end
of the curve are commercials where
convincing proof of sales claim is ad-
vanced. At'the other end of the curve
are commercials that create a mood.
It is in this second area that boundless
opportunities for experiment and
progress lie."
Noble-Dury's "experiment" started
in 1952, when the agency asked itself
whether it was doing the best job it
could with Frosty Morn meat. Decid-
ing whether to be different, however,
makes no sense unless you ask yourself
what you should be different for. The
answer was: to offset the impact of big
name meats like Swift and Wilson and
center attention on Frosty Morn.
Examining the competition for
Frosty Morn, Graham said, "we had
to admit that they were just about as
good as our own quality product. Yet
there was our client attempting to sell
against the big boys on an equal basis,
making his product the finest that
could be devised and offering it over
the retail counters at the same price
as Swift and the others."
Albert Noble, agency president, and
the staff had begun to feel that there
were too many tv commercials that
were being expertly done but were
losing audience along the way. What
the agency had specifically in mind
were commercials for meat, flour and
candy — products in which demonstra-
tion was not important.
"Instinct told us," said Graham,
"that because they were about prod-
ucts that had no single quality that
moved them ahead of the field, they
lost a goodly portion of their audience.
The greatest salesman in the world
(and perhaps tv can qualify for that
title) can sell only if he retains the
interest of his prospect."
Noble-Dury's determination to
gamble on a different approach was
okayed by Fletcher Childs, sales and
ad manager of the Clarksville, Tenn.,
Frosty Morn plant, and the plant
manager, Everett Moore. (Each of
the two Frosty Morn plants has a
degree of autonomy in advertising
plans.) The agency told Childs and
Moore it wanted to devise a tv com-
mercial with about TO',; entertain-
ment and 30< , sell, with original music
and Hollywood style animation. Esti-
mated cost for the film was $6,500.
Approval also came from owner
Lorenz Neuhoff, who said: "At that
price it had better be good." (The
company had been spending $30,000
total on advertising at that time.)
Graham set out to write music that
would be more like a popular song
than a jingle. He wanted something
people would remember and sing. After
picking out a tune on a rented piano
(Graham has no musical training) he
met with the staff a dozen times and
after 17 tries came up with a script
that seemed to fit the tune and lyrics.
The new commercial approach was
embracing enough to require revisions
in Frosty Morn packages. The brand
had an unhappy old gnome on the
package that didn't fit in with the film,
so agency art directors Bill Dury and
Cliff Johnston devised a new little
character and in so doing redesigned
all the Frosty Morn wrappers for ham,
bacon, wieners and sausage.
The sound track was recorded local-
ly. Because of the wealth of talent
brought into Nashville by WSM radio
and tv, there are several good record-
ing studios in town. Noble-Dury
picked the Bradley Studio. The talent
was Owen Bradley, his band and a
more
for your
money
SKYLINE
GROUP
DISCOUNTS
KDYL-KTVT
. KLZ AM-TV
K0B AM-TV
SKYLINE GROUP, RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, New Mexico
J. I. MEYERSON. 3432 RCA Bl DG N. Y.
-Z AGENCY • BRANHAM CO
78
SPONSOR
girl's trio. To simulate voices 01 pigs,
who appeal in animated Form in the
commercial, the song was recorded al
one kc\ and then rerei orded at .1 fastei
speed to up the ke\ and gel the Ihl'Ii-
pitched child-like voices Deeded. For
the animation, Noble-Durj wenl t"
the Kling Studio in I hi* ago,
\\ bile tli<- agenc) had faith in it-
idea, there were momenta oi trepida-
tion.
Graham explained: "One thing tluit
li.nl recurred in each agenc) conference
mi this film was the fad we were
violating what has always been < :on-
sidered a basic principle in food
prodw t advei tising. \\ e * i i » I doI at
am time >hi>w the producl being eaten
or served <>n a table. I It-It verj strong-
l\ that to <l<) BO Would -mark ill < .111-
nihalism because "I the animated pigs
ami that, in turn, would alienate the
children's audience we hoped to
capture.
"" I ii- was a narrow line to walk.
We i.ncw it had pitfalls. This, how-
ever, w.i- mir course and we followed
the compass we had Bet."
\\ lu-n the film was nad\ to break
in a test in Nashville in January L953
the agency announced it with an
agenc) ad in the local papers.
"We hoped for the best," said
Graham. "We got more than we could
have possibl) Imped for. "
First indication of the film's impact
was a call from Hi Bramham, W >\I- 1 \
-ales manager, who told Graham: "We
never had a commercial like this on
the station. The switchboard is flooded
with calls from viewers who want to
know when it will he shown next.
Graham thought Bramham was
pulling his leg. But within a short
time. Graham -aid. the following tiling-
happened :
• Mail -tarted to come in. People
wrote that their children wouldn't go
to bed until the Frostj Mom commer-
cial had come on.
• Dance band-, without an\ prompt-
ing, began playing the song in the
area. Graham and Noble were at a
dance at the Richland Country Club
one night when the band played the
song and even one on the floor joined
in singing the words.
• A college sorority in Nasln ille en-
tertained at an alumni luncheon by
doing entertainment based on the com-
mercial.
• A boys' club adopted the melod\
as its official song.
• Indirect references to the com-
iiici' i.d < 1 opped up in « hurch sei raons.
In one kenlm k\ town .1 pici- her, in
.1 -ci n <>n ambition, used the phrase
"height ol .1 piggie'i ambition.
I W .ml- to the Frostj M"i a i ommer-
cial read: Sing it over and ovei and
01 ei again I i osl \ Moi n Sing it "\ ei .
ami you'll sing it ovei again I rost)
Morn Height oi •> piggie's ambition
I- 1 the da) he i- born I- hope that
he'll be g I enough I " be i I rostj
\bu n. 1 \t anothei churi h the choir
di in tor announced i hymn a- one to
be suns "o\ er and o\ ei again. I he
1 ongregation i aught In- inadvertent
referem e to the I roatj Mom lyrics
.mil roared.
• \ band al 1 I ennessee tow n pi
the lime .11 hall time i erem - it <
football :• on. >ml loi med the letU i -
I \l in the field.
\- the ' oiumeii i.d was moved into
new markets Birmingham, Jackson,
I .ini : < hattanooga then- were simi-
lar \ iewei rea< tions.
\nd. oh yes, Bales went up.
Just a- important to the agern . ■<-
tin- -,ile- in' !• istered foi I <■
SALES POWER!
On my fiteen-minute TV show, "Jungle Town,"
presented once per week at 6:00 p.m. each Wed-
nesday, I offered a prize of ten baby parakeets to
the first ten people who identified an animal I
exhibited.
The result was phenomenal. 1057 letters were re-
ceived. Thousands of phone calls kept my three
store telephones continually ringing. They began to
ring ten minutes after the offer was made and con-
tinued without interruption until closing time at
ten p.m. At eight o'clock the next morning they
started again and continued throughout the entire
day. The majority of the calls were from out-of-
town, necessitating long distance toll charges.
I will say, without qualification, that an advertiser
who has an attraction which will command atten-
tion and which has appeal and value, will secure
action and sales by the hundreds through KXLY-TV.
Sincerely yours
HARRY GROSS (signed)
NORTHWEST SEED and INSECTICIDE CO."
Available at a discount
when purchased In conjunction
with the XL network.
spOKnnE
RICHRRD I. J0I.E5
uice pres.8. gin. mgr.
unsmncTon
Rep.- RUERV-KIIODEI
moo re ft lund : s e a tt le, port land
25 JULY 1955
79
Morn was a phone call from owner
I ,,ini/ Vuboif last \ear. Neuhoff
asked I unnecessarih i if the agency
would like to do the same joh for his
other meat plants. Following a pre-
sentation Noble-Durj took overl on 1
Januar) this year) Neuhoff's Valley-
dale meal plants in Salem and Bristol,
both in \ irginia, and Keelfoot Pack-
ers in Union City, Tenn. (The agencj
l,\ thai time had already been handling
the other Frostv Morn plant in Kinston,
\. C.)
While the same general approach
was the aim for the new meat brands,
there were some new problems. In the
best tradition of the large soap and
tobacco advertisers, Neuhoff's meat
brands were competitive. For example,
Frosty Morn and Reelfoot both sell in
Jackson, Tenn. Frosty Morn overlaps
with Valleydale in Charlotte, N. C.
For Valleydale, Graham wrote a
march tune with lots of brass and
drums. The script called for a piggy
band and the aim was to get football-
like excitement into the film. The
words started off as follows:
The music goes zoom, zoom,
The drummer goes boom, boom,
And everybody shouts
Hooray for Valleydale! (repeated
three more times)
All hail, it's Valleydale!
In the Reelfoot film. Graham wrote
music in the form of an Indian chant.
As in the Frosty Morn situation, the
package was redesigned in order to
give the agency a little animated
< baracter who could be used in the
commercial.
Regarding the Valleydale film,
Graham reported: "From the time we
introduced the film last February to
audiences in the Carolinas, Virginia
and West Virginia, the pattern of
viewer reaction and sales increases
came in right on schedule." The Reel-
foot commercial is too recent for an)
concrete results but Noble-Dury has
acquired the habit of success and
expects the same pattern for Reelfoot
as for Frosty Morn and Valleydale.
While the story of the three meat
brands is primarily a television story,
radio plays a part, too — a part that is
enhanced by video's impact. Noble-
Dury buys radio for these brands on
a number of stations to cover the
Southeast. The sound-track from the
film commercial is used.
Agency head Noble has an interest-
WKOW Count/uj...
Bigger than St. Louis!
The 50 county market covered by Wis-
consin's most powerful radio station is
bigger than St. Louis in retail sales,
more than twice as big as Milwaukee.
Like these metropolitan areas, wKOW
COUNTRY is a group of shopping cen-
ters. Unlike them, however, the land
between one rich wKOW COUNTRY
shopping area and the next produces
valuable farm products and an aver-
age annual family income of $6,921
for the producers. Madison, the capital
of wKOW COUNTRY, with over
105,000 population, has an average
spendable income per household of
$S,067. You can sell it all at bargain
rates on WKOW at one-fifth the price
you pay for St. Louis, one-half the
price for Milwaukee.
WKOW
MADISON, WIS
CBS
Affiliate
Represented by
HEADLEY REED CO.
ing trick he uses at sales meetings to
prove what an effective tie-in radio can
be for Frosty Morn, Valleydale and
Reelfoot. After running through some
tv commercials he will ask those
present to close their eyes and see what
comes to mind as he plays the sound-
track. Naturally, everyone visualizes
the film. Noble then points out this is
exactly what happens when the an-
nouncements are played on the radio.
As is usually the case with an excep-
tionally successful ad. a number of
byproducts have been spawned by the
tv commercials. The extra radio im-
pact is one. The redesigned pack-
ages are another. Now that the
commercials are successful the new-
characters on the package are partic-
ular!) memorable. And the agency has
featured the characters from the com-
mercials in newspaper ads. billboards,
mailings, streamers (some of which
sa\ : "See me on tv" I .
Radio is bought in each city where
the agency uses tv for its meat prod-
ucts. The schedule is at least five to 10
announcements a week on one station.
For all three of its meat brands Noble-
Dury now buys three announcements
a week on 25 video outlets. The an-
nouncements are all minutes and the
agency aims for early evening time to
catch a good family audience, includ-
ing the youngest children. If the
agency has to, it will buy as late as
9:30 p.m. In its radio timebuying for
the meats, Noble-Dury seeks periods
when auto listening is high.
Rudget details on the meat brands
are not available but it is understood
that spending for Frosty Morn, which
was $30,000 at the time the tv adver-
tising started, now runs "very deep'
into six figures. Percentagewise, the
budget for Frosty Morn breaks down
as follows: 70% to tv, 15% to radio,
15' , to others, such as newspapers and
billboards. Valleydale has an almost
identical budget with 10ri for tv and
30' J for radio.
Noble-Dury s success with Frosty
Morn made it anxious to try the "en-
tertainment commercial" for other
products. Last August. Harold Twitty
v.p. and account man on Martha white
Mills I which Noble-Durv acquired
from two other agencies about three
years ago) announced at a staff meet-
ing he wanted to do something for
flour along the lines of the Frosty
Morn approach.
Martha White flour has a picture of
80
SPONSOR
i little '.ill on the label and the idea
was to bi ing this ii.nlrin.ii k to life in
i i ommeri ial. I In- little girl would
jump "Hi "I the label and sing .1 "\l u
1I1. 1 \\ hiir Song." W hile the agency
bad redesigned the Frost) Morn pack-
ii i.-ii thai the 54-year-old Mar-
tha W liiir label was too strong an
identifying mark i" be tampered with.
However, there waa no reason whj the
animated little girl couldn'l be made
1 uter in the commercial ie she
jumped out nf the circle in which ber
picture was enclosed. \ml thai w ;i~
exactl) whal was done.
"The result," said [witty, "has been
one oi the most amazing Bales in-
creases in tli«" company's history. A
sales curve which was slipping Blightl)
downward Btraightened and began to
Boom skyward. \- .1 matter of fact, in
the Brat quarter after this new i\ film
was released in all markets. Martha
• •*•••••
• •\\<- have only one radio Bpectrnm. It
la tin- Hfr blood of our industry. If we
destroy the blond we cannot live l>»
the transiuslona, because there is no
ni'H hi... ..I that anyone could donate to
na. I he ■pectrnm is becoming more
congealed and polluted each rear. The
way to preserve it i» for all mannfae-
Mirer- and equipment u-rr- to abide !>>'
the RETMA atandarda for control of
tpuriona radiation. If we cannot do
this voluntarily, »<■ Hill ultimately have
to a>k the government to >tep in and
<lo it hv force. It is impossible to be-
lieve that this Industry will fail to take
effective steps by voluntary means to
conserve the radio spectrum."
GLEN McDANlEL
President
RETMA
Wash., D. C.
*•••••••
White (lour showed it Idlest sale- in-
■ rease in over three years."
\r\t the agencj turned its attention
to Standard Cand] Co.. makers of
Belle Camp chocolates, the first ac-
< mint Albert Noble acquired when he
opened the Noble-Dury doors in 1945.
The compan] bad been primarily a
newspaper account and newspapers
-till are the backbone of its advertising
but both agenc) and account expressed
a desire to tr\ the t\ approach that
had been doing SO well.
The account has been handled by
Noble himself but Bill Graham was
brought into the picture because of his
habit of pecking out songs with one
finger and because it was felt that in
his colossal ignorance of cand\ might
lie the germ of an idea.
A tour of the plant by Graham and
Howell Campbell. Jr.. president of
Standard < andy, de ided the gimmick :
.in animated storj "I how Belle ' !amp
■ .it In- 1 - ingredients from .ill ovei the
world and makes caitd y. ' haracters 1 1 1
the animation were elves.
I In- Id 11 1 was tested in Birmingham
.iin I Nashville during this yeai - Valen
tine's I '.i\ season. Vftei the In si three
niiiiitli- oi the j r.11 were over, Vrch
Bishop, ad manage] foi Standard Can
dy, repoi ted the following to Noble:
'" \ asht ///'•. uhi< b i- mil besl mat
ket and where we have prai ticall)
Kid' , di-ii ibution, showed an ini r< tse
of 23' - in 1955 ovei the first quartet
oi 1954. "Bishop was also elated 1
"Birmingham, where we bave
To' 1 disti ibution and tt bi< b has been
1 1, lib. 1 I1.1 1 • I market foi us t" bi
up tn where we fell it should be,
showed an in< rease "I 10' foi the
1 1 -1 quai tri ..I I '' 1 1 ovei the fit si
• j 1 1 1 1 tei nf 1954
"Bj waj "l 1 ompai ison, in the bal
.mi e "I "in di-ii ibul inn area we barel)
ovei the bump l"i this firsl quar-
tet : tin refore, we are planning on ex-
panding tin- television advertising to
othet areas this fall."
( in.- <i| the interesting fa< Is Noble-
Opening ceremonies dedicating expanded facilities at the High
Point Furniture Building ... in the heart of WSJS-TV coverage
. . . where the world's greatest concentration of furniture manu-
facturing boosts the big buying power of the dynamic WSJS-TV
market.
Is^jgJg D-
WSJS
WINSTON-SALEM, N. C.
For North Carolina's
GDLDEN TRIANGLE
Plus Northwest North Carolina
WINSTON-SALEM
/
/
I
/
/
TV
CHANNEL 12
GREENSBORO
j I ( ( (
\ *v X ^-^_ -- HIGH POINT--
"The Golden Tnangle Station" —-— ~ __HejdleyReed-Rep
25 JULY 1955
81
l)ur\ learned about it- animated com-
menials was the length of time they
could run without Losing much impact.
In the beginning the agency didn't
know tlic answer. Now, based on his
experience, Graham figures that "done
completely in animation, with a mostly
entertainmenl content and with a lilt-
ing musical touch" commercials will
bear repetition three times a week on
any station for from six months to a
year and still attract fan mail from
\ i ewers.
The original Frosty Morn commer-
cial was used for 11 months and to the
agency it appeared just as popular as
ever when taken off the air. Since thru
the agency did two more and is work-
ing on a new one on sausage which
will be introduced this winter. All use
the same music with new lyrics and
animation.
And, speaking of the music, Graham
may yet hit the jackpot with his songs.
A major recording studio now has the
Belle Camp tune, and Graham expects
it to be recorded this summer. The
original Frosty Morn song is in the
hands of several record companies and
indications are that it, too, will be
waxed soon as a popular song. * * *
BOSTON NASH
I Continued from page "■ I I
pretty fair (>' '<. in 1952. climbed to
7' ! in 1953 and in 1954 to 8%."
When Ray E. McLaughin, Nash
dealers' account executive at the Frost
advertising agency in Boston, recom-
mended that they sponsor the Egan
sports show, he had several factors in
mind:
1. First and foremost, audience com-
position studies showed that the pro-
gram appealed to the type of people
whore potential Nash customers. A
high percentage of the audience, of
course, are men, especially sports fans,
to whom particular Nash models and
certain features of the Nash might ap-
peal. Further, since Egan interviews
sports figures in a more personalized
vein rather than sticking to their ca-
reer, the program has a sizable follow-
ing among women. (The program's
latest Pulse rating was 4.4.)
2. By sponsoring Egan, the dealers
got an established local personality
around whom they could build their
sales campaign. Egan began his radio
career close to 20 years ago, when ho
was 22, moved to Boston in 1939 and
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
continued in radio there. He returned
to New York and WOR in 1942, did a
three-year stint as a newscaster, and
then went back to Boston to become a
sportscaster for WHDH. His name has
been associated with play-by-play ac-
counts of Boston Braves and Boston
Ked Sox baseball games. Harvard and
professional football, Boston Bruins
hockey and Boston Geltics and college
basketball. The Nash dealers felt that
this type of local radio background
gave Egan enough of the hometown
spirit for him to have been invited to
the Boston Tea Party.
3. Egan became the personification
of the Nash dealer, a local personality
with whom each dealer could identifv.
Association with such a personality,
said account executive McLaughlin,
promotes an aura of confidence in and
familiarity with the Nash dealer.
"It's important for a car dealer to
have a good reputation and good
standing in a community," McLaugh-
lin says. "Now no amount of sheer
repetition of a commercial message can
convey that feeling as strongly as iden-
tification with a known local person-
ality who entertains his listeners every
evening. Of course, we're interested
in direct sales, in moving specific mod-
els of cars. But this is a public rela-
tions effort too."
As he points out, the individual
Nash dealers in the Greater Boston
Association each have their own ad-
vertising program oxer and beyond
All About Sports. Generally they use
rad.< and newspaper schedules. The
function of the dealer group effort is
to give prestige to the name "Nash
dealer," to serve as a step between the
car manufacturer's national advertis-
WCM6 • • • Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
" — just as KRIZ Phoenix adver-
tised them, Madam — would you
like to try them on?"
82
SPONSOR
ing and ilu- individual dealei - pitch.
One Boston dealer, l"i example, has
announcement schedules on \\ I1DII.
In Boston, the Nash dealers had a
\ci \ real problem. In the automobile
business, New England is known as a
.">' , area." Ilii~ means thai automobile
makers sell about -V, of theii annual
production in the eastei a hall oi ( Ion-
necticut, in Maim-. Mass., VII.. Vei
innni. Rhode Island. Greater Boston
accounts for a good two-thirds oi these
■ales. Bui with it- 8' I share of Bales
the Boston territory does 60^5 better
than the normally expected >' - .
Now Boston is as tougb a market for
an independent i ar manufacture] as
am t(i|> metropolitan center can be.
In the first place, ever) single car
manufacturer saturates the area with
dealerships, because "I the wealth and
size of tin' market. Competition is as
stilT as it can be.
In the second place, the independent
ear manufacturers have been fighting
earh other in a shrinking market
insl the Big Three of the ear in-
dustr) Genera] Motors, Ford and
Independent in the Market!
Boston
Cleveland
Dallas
Denver
Des Moines
Evanston, III.
Evansville, Ind.
Houston
Indianapolis
Jackson, Miss.
Kansas City
Huniington, L.I.
Louisville
Milwaukee
WCOP
WDOK
KLIF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXLW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaho
Portland. Ore.
San Antonio
San Froncisco
Seattle
Springfield.Mass
Stockton, Cal.
Syracuse
Tulsa
Wichita, Kan.
Worcester.Mass.
WTIX
WINS
KOWH
KXL
KITE
KYA
KOL
WTXL
KSTN
WOLF
KFMJ
KWBB
WNE8
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
Only one
In each
market
CKXL
CKNW
Membership
by invitation
only
Mn \ ~lci . Dm ing the past half-de< ade
the combined share of the total I .S
■ ii sales ail i ibuted to the independents
has -In nnk from some I • to i
I iin ing the past three years, ili<- "I >ittl<
Five ol the indust i j ha\ o i ombatted
the gianl competition b) merging m ith
ea< Ii othei . Nash has been do ex< op-
tion to the pattern less than a yeai
Nash merged \%. i 1 1 1 Hudson.
I hirdly, tin- has been < ailed the
' i ucial j ear in the i ai indust i \ . • Jen-
era! Motors and Ford * !o. are battling
it out for fir>i place. Each majoi corn-
pans has [irodueed more ears than evei
111 a i > ■ ospei "ii- '-< on< »my. I h<
throwing the lull powei oJ theii
sour* es into theii sales and advert i
effort
I In-, then, i- the industi j atn
phere in h hi< h the Nash di ilei
Boston are operati
" \« tuall) . sa) - Bei i rracy, New
England zone managei foi Nash, "This
always has been good Nash territ
Everj yeai oui sales put us somewhere
among the top I" zones in the Nash
inization. Bui we fell thai this
wasn't good enough. v7e wanted to be
Numbei One."
4,686,860
TUBES OF TOOTHPASTE!
MR. TOOTHPASTE MANUFACTURER-
Just one tube of your toothpaste sold in a month
to the radio homes in WGN's area would mean
4,686,860 tubes sold — $1,171,715 at 25c a
tube! f*
WGN reaches more homes than any other ad-
vertising medium in Chicago, and our Complete
Market Saturation Plan has proven it can sell
your products to these homes.
"Nielsen Coverage Service
A Clear Channel Station
Serving the Middle West
MBS
Vv%|
( hirago
11
50.000 Witts
720
On You
Dial
RADIO GROUP
For your best Television buy in Chicago — it's
WCN-TV — first in film and spot availabilities.
25 JULY 1955
83
YOU GET
1,000,000 WATTS
17 COUNTY COVERAGE
IN N. E. PENNSYLVANIA
NBC BASIC BUY
•
FASTEST NEWS SERVICE
TO COMMUNITIES
OF AREA
ENGINEERING
KNOW-HOW
NBC-RCA COLOR
BEST PICTURE
-TV Ch. 28
Wilkes-Barre, Pa.
National Rep. The Headley-Reed Co.
WREX-TV
KING SIZE STATION
IN A
KING SIZE MARKET
Milwaukee
Chicago
WREX-TV
GIVES YOU
THE LION'S
SHARE
OF SALES
R0CKF0RD - ILLINOIS
ABC-CBS NETWORK
AFFILIATIONS
J. M. BAISCH, GENERAL MGR.
represented by H-R TELEVISION, INC
Analyzing their problem, the Great-
er Boston dealers came to the realiza-
tion that their past promotion and ad-
vertising had been somewhat on a hit-
or-miss basis. Individual dealers ad-
vertised periodically, principally in
print media, but as a group, they tend-
ed to rely on the campaigns emanating
from their national headquarters.
The logical step, it was agreed, was
to unify their efforts both in form and
goal. They had never used cooperative
advertising previously except for such
special events as auto shows. But three
years ago they decided that such an
effort was the answer. The direct sales
goal, they agreed, should be exploita-
tion of the Nash features which would
appeal to sportsmen. The agency's sug-
gestion that they sponsor Egan fitted
right into the dealers' needs.
While the dealers gave Egan a Nash
Ambassador at the outset to acquaint
him with the car. Egan has of course
pitched for several different Nash mod-
els.
"On several occasions," says Tracy,
"We have asked Leo to push a particu-
1 lar line which was moving slowly. This
usually has consisted of his stressing
that particular model over about a
week's time. Some months ago, we
asked him to do something for the
Metropolitan, for which we were then
getting few calls. Within 10 days,
dealers were reporting considerable
interest in it."
Tracy adds that the same thing hap-
pened early this summer when Egan
gave the V-8 line a boost. Customer
response was measurable within a
week.
Egan's no shouter. In his sports
commentary and in commercials alike,
he talks quietly and conversationally.
Egan is given suggested commercial
copy by the agency, but can change
it in any way he sees fit.
Account exec McLaughlin says:
"The agency has attempted to person-
alize the program from the standpoint
of allowing Leo to make any remarks
he wishes. If he wishes to ad-lib, he
is free to do so. The fact that he owns
a Nash makes it easy for him to under-
stand and discuss how the car handles
and responds under all conditions. He
never uses the same copy twice."
Here's a sample of Egans closing
pitch: "From Pittsburgh to St. Louis
. . . and from Boston to Bangor . . .
Nash sales continue as hot as the
weather. Check up on this one of these
davs . . . ask a Nash owner how he
likes his car . . . see if you're not im-
pressed by his pride of ownership.
"That's it for tonight. That's all
about sports for this evening."
Frequently Egan draws local or re-
gional events into the commercial, thus
taking advantage of his close relation-
ship to the community:
"This is the eve of the 17th of June
. . . the night before the famous open-
ing battle of the American Revolution.
Tomorrow is Bunker Hill Day. A holi-
day in many places, but business es-
tablishments will be open as usual.
And that includes your Nash dealer
who possesses his own brand of revo-
lution: The car that sets the pace for
new ideas in motoring, new comfort,
new luxury, and yet new economy. It's
Nash for '55, the newest idea in auto-
mobiles. See it tomorrow at your Nash
dealers."
Occasional!) Egan will draw upon
letters from listeners for his commer-
cials, reading their comments, adding
his own. and giving the commercials
a flavor of local authenticity. The
greater percentage of unsolicited lis-
tener testimonials for Nash comes
from women.
Egan doesnt consider this surpris-
ing: "Even though a sports program
theoreticallv is aimed at men, I try to
appeal to women too. That's impor-
tant when you have a sponsor like
Nash because the women usually de-
termine what kind of car their family
is going to have."
During the editorial content of his
program. Egan also aims at a mixed
audience. He leans heavily on inter-
views, tries to get the sports figure he
is interviewing to talk about his fami-
lv. his home life and his activities out-
side his particular sports field. That
"This can only happen in the front,
because KRIZ Phoenix advertised
both my rear ends."
84
SPONSOR
ON CHANNEL 4
<*7
IVZgreater
AUDIENCE POTENTIAL
IN THE COLUMBUS. GEORGIA
BILLION DOLLAR MARKET
150,880 TV HOMES
Television Magazine June I, 1955
Our Estimate is
182,172 TV HOMES
as of July I, 1955
COLUMBUS, GEORGIA
100 KW
4®
■■TV II ABC
WRBL- 1 m
Ask any Hollingbery man
fo/ comparative TV maps
way, -,i\- lie. be reaches man) listen-
era who .mii'i \ii.ilK interested in
batting averages and hockej results.
Nielsen surveys, incidentally, show
that women outnumber men in Egan's
audience foui days < >ui oi ii\'-
I In- < Ireatei Boston dealers intend
i Minnie- bj passing i\ i"i /// //,,,///
Sports. "\\ c have .i fine i\ progi im
in \l'.( I \ '- Disneyland to tell oui
-i"i \ nationall) . " saj - [*ra< \ . "Bui we
need Leo b radio show to give us wide)
. overage and greatei (requen* \ of
message on .1 l"< .il \e\ el. \\ e also
wanted to keep the personal salesman-
ship that Leo pro^ ides."
Part of thai personal salesmanship
i- the merchandisabilit) both of Egari
and of lii- program. I.\ erj j 1 .11 . t • ■ ■
example, the Nash dealers ;ji\e a Na-li
Rambler For the lie*) Sox player who
wins the annual \\ 15/ "Ted Williams
Trophy." The tropin, awarded for
outstanding performance on the basis
• •In one year, television ha- leaped
from tin' third to thf hr-i rm-ilium in
national advertising expenditures. A-
the faatesl growing and now the l>ififc«'-t
medium for national advertisers, tele-
vision i- brooming more and more im-
portant in sustaining the dynamic
growth of our economy."
OLIVER TREYZ
President. Trll
of a point system devised bj Egan and
the famous Red Sox outfielder, went
to Jimim Piersall in 1953 and Jackie
Jensen in 1954.
"So far as we can determine," says
C. I. ud Richards, promotion manager
of WBZ, "that trophj has brought
both the station and Nash more than
20,000 lines of newspaper publicity
throughout New England. At least
half of the stories referred to the Nash
Rambler presentation and the Nash
dealer organization. It's an example
of what can happen when a sponsoi
i- promotion-minded."
The station, in turn, promotes the
program with new-paper ads carrying
a credit line for the Nash dealer-, pos-
ters promoting the -how which are
provided for the Nash -how mom-. \t
special functions like the annual sports-
men's -how in Boston. Ksian broad-
1 asts from the Nash display in Me-
chanics Hall. Egan and station execu-
tives always attend dealer dinner-.
SUppl) model- wearing banner- ''"From
WBZ to ^ on" 1 to distribute 1 igarettes.
nraai 1 a
Discover this
Rich Market
Covered Exclusively
by KHOL-TV
1
• 30°o of Nebraska's
Entire Farm Market
• 128,000 Families
• With a ! 2-billion
dollars to spend
High per capita income based on
irrigated farming, ranching, light
industry and waterpower.
For information, contact Al Mc-
Pbillamy. Sales Manager, or your
nearest MEEKER representative.
KHOL-TV
Holdrege & Kearney, Nebr.
CBS • ABC • NBC • DUMONT
IN EVANSVSLLE INDIANA
WISE
BUYERS
SALES WITH SHOWMANSHIP
HIGH NOON RANCH
Mon. thru Fri.— 1 1 :45 to 12:15
Featuring Doug Oldham and ihe
Dixie Six, Jeannie Lamb and
Ulysses Carlini — the tops in "live
local" programming.
PARTICIPATIONS AVAILABLE
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
JH g^ CHANNEL 50
wmww ®
NOW OPERATING ^^
WEOA— CBS RADIO
25 JULY 1955
85
ABC
rnd
KMBC-TV
Kansas City's
Most powerful
TV Station
Effective September 28, 1955, KMBC-TV
joins the nation's most dynamic and fastest-
growing television network, the American
Broadcasting Company. For programming de-
tails, consult your Free & Peters Colonel or:
Don Davis, First Vice President
John Schilling, Vice Pres. & Gen. Mgr.
George Higgins, Vice Pres. & Sales Mgr.
Mori Greiner, Director of Television
ATTENTION, RADIO
SPONSORS
NOW YOU CAN REACH
THAT BIG RICH
CHICAGO BILLION DOLLAR
NEGRO MARKET
721,500
LATEST FIGURES
"JAM WITH SAM"
The disk jockey show that
is the talk of the toicn
Monrlav Thru Saturday —
9:30P.M.-12:00 M.
WGES^S.OOO Watts —
1390 Kc.
PARTIAL LIST OF SPONSORS
ARMOUR — Carnation — Coca-Cola
Ebony Magazine — Illinois Bell
Telephone — Lucky Strike
Miller High Life
WRITE, WIRE OR PHONE FOR
AVAILABILITIES
SAM EVANS PRODUCTIONS
203 N. Wabash Ave., Chicago, III.
Phone Dearborn 2-0664
Often Egan acts as m.c. at those din-
ners, brings a famous sports personali-
t\ along as guest. He makes frequent
personal appearances in \ash show-
rooms throughout the Boston area to
talk sport- and sales with dealers and
their salesmen.
"This kind of thing not only gives
tin' individual dealer a strong sense of
identification with the show," Tracy
says, "But it enables Leo and the other
-tat ion people to meet all of us on a
persona] basis and become better ac-
quainted with our sales problems."
Nish Atamian. former president of
the Nash Dealers Association of Great-
er Boston, wrote the following letter
two years ago to Thomas H. Dunn.
WBZ account executive:
"The combined efforts of vour sta-
tion and the advertising agency. Harrv
M. Frost Co.. have helped to produce
result* beyond our expectations. We
have also been greatlv impressed with
\^ BZ's promo'ion policy, sales aids
and general station cooperation. It has
been handled in true maior league
style, and we are of the opinion that
vour station has given us more of
this cooneration than vou originallv
promised." * * *
SPOT FIGURES
(Continued from page 26)
Liebmann Breweries. $2.35 million;
Avco Manufacturing. $2.15 million;
Soeom -Vacuum. $2.1 million, and
Lever Bros.. $2 million. I Other maior
spot advertisers, including Bulova with
$6.5 million in spot tv alone, went
unrecorded in sponsor's necessarily
partial listing.)
Publication of the sponsor figures
was welcomed by important industry
spokesmen. Oliver Treyz. president of
the Television Bureau of Advertising,
said: "The release of information
about spot spending is badly needed.
I think sponsor provided an impor-
tant service in highlighting the prob-
lem and compiling estimates. How-
ever, a lot more needs to be done in
making spot tv expenditures available
and in pointing up the rapidly increas-
ing activity in the medium."
Comment also came from Kevin
Sweeney, Radio Advertising Bureau
president: "The effort being made by
SPONSOR to uncover spot spending is
commendable and its publication of
figures is a step in the right direction.
\n\ estimates, however carefully re-
searched, are bound to be subject to
questions of accuracy, but this is just
another yvay of saying that yvhat yve
need noyv is an official industry meth-
od of gathering these figures. RAB is
going to make a college try for them
in the fall."
Lawrence Webb, new managing di-
rector of the Station Bepresentatives
Association, declared: "There is no
question in my mind but that publi-
cation by sponsor of spot figures will
be a help in spotlighting the need for
a regular survey of spot spending.
Though sponsor could not publish
figures for all advertisers, it yvas an
admirable pioneering job."
To aid further in the attempt to get
spot figures published, SPONSOR is un-
dertaking a fact-finding job to deter-
mine yvhat methods of gathering spot
data are deemed best by advertising
managers, agencies and national rep-
resentatives. Readers can play an im-
portant role by filling out the ques-
tionnaire yvhich appears yvith this arti-
cle and sending it to SPONSOR.
The tyvo new efforts to gather spot
radio data reflect the fact that, after
two decades, there is still no agree-
ment on the best yvay to gather spot
radio data.
Aside from the fact that RAB and
Executives Radio-Tv Service are going
to different sources, they are also set-
ting different kinds of data. RAB is
noyv working on a cross-section of ra-
dio stations, from yvhich it hopes to
get total dollar figures on brand
spending. The final figures will be a
national projection of the dollars re-
ported spent by the station sample.
These yvould be reported quarterly. In
addition, it is hoped that dollar spend-
ing by brands in certain important
markets yvould be included.
Sweeney said he hopes to get the
survey underway In October. He made
clear that he yvas by no means sure of
success but pointed out that to insure
success he yvas sacrificing, for the time
being, the fine details of spot spending
in favor of a big return from stations.
The RAB survey will not attempt
to get detailed data on spot actiy it\ by
stations. To attempt this at present.
Sweeney feels, yvould only scare off the
$99.00 INVESTED in the
NASHVILLE, TENNESSEE
NEGRO MARKET
SOLD $3,500.00 in appliances
v.* WSOK
86
SPONSOR
station-, who have .i deep-seated aver-
sion I" null. Bl ing how nun li i ir\
the) .in' taking in. \a a further in-
ducemenl to broad asters, K \M w ill
make use "I .1 respected fact-gathering
organization, 1 * • process the data given
out |p\ stations. This is i<> assure co-
operating stations thai there w ill be m>
leak "I information .il 1 business be-
ing iloin- bj individual outlets. Swee-
in'\ has alread) held discussions with
lw<> prominent fact-gathering firms.
I he effort being made b} I ice< uth es
Radio-TS Service is ti> gel additional
ad agen< ies to reveal data foi 1 1 >> -
I l!IS Spot Radio Report. This re-
port, (mi oul l>\ James M. Boerst,
t:i\e- monthl) details on 1 I I tin- num-
Imi and call letters of stations bought
b) national and regional advertisers,
(2) whether the time was bought at
night or during the da\ ami (3)
whether the purchase was a program,
participation, announcement or station
break. This is the same type of infor-
mation published |.\ the Rorabaugh
Report on Spot Television tdvertising,
except that Rorabaugh gets informa-
tion from Btations.
However, while the Rorabaugh Re-
port \- a fairl) complete listing, Spot
Radio Report is limited at presenl to
about 225 I. rami- or accounts reported
b) 18 agencies. Some of the top spot
radio users, such as the Big Three in
soap, are not represented. Because of
this lack, Boerst will make a deter-
mined effort to bring more agencies
and account- into bis fold next fall.
Boerst's future plan- follow the fail-
ure ol an effort bj Rorabaugh and In-
to get detailed spot radio information
from station- for a Spot Radio Regis-
ter earlier this year. The pair were
aiming at convincing 600 to 700 sta-
tions (which would be most of the
station- carrying spot radio business)
that they'd be helping themselves as
\\ell as the industry 1>\ reporting their
national spot business. However, le—
1,000,000
WATTS
st in Power
and Coverage
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
1I1. in 30' said the) would 1 oopei it<
In addition to getting spot radio
data on where, how often and when,
the ill-fated Spot Radio Re istei would
lia\ e been the basis i"i estimal ing dol-
lai spending, much as the Rorabaugh
Report i- now. Failure ol the Registei
came despite the publii Bupport ol the
I! \l! president
Rorabaugh, who made a success "I
hi- Report because In- started when
the i\ industry was in its ml. on j ami
also because he re< eived the Buppoi 1 ol
a number of prominent broadcasters,
now supplies, on order, quite a few
dollar figures l'\ brand
I lie-e dollar figures are not j n 1 1 . -
li-hed. however. Rorabaugh says that
it i- onl\ through li\ -produ< i sales
such as these that a survey like his
can he profitable for, he says, he does
not make money on the sale ol bis
over-all report.
Because of the fact that e\en where
detailed dollar figures aie calculated
thej are not published, pressure is in-
creasing on the radio and tv promo-
tion arms R \1> and T\ 15 to undei -
write the cost on the theory that media
itself should supply the facts about ad
spending. \- mentioned previousb.
!! \l! i- preparing to get underway on
this ta-k l.\ fall.
There has been some talk ol I \ l">
paying for data from Rorabaugh, who
would convert the facts in his report
to dollar figures. Since Rorabaugh
Report carries most ol the h stations,
the problem of projecting the dollar
figures nationally is not great. It is
believed I \ B would buy dollar figures
only for certain categories of products,
rather than the entire report. How-
ever, nothing definite has been de ided
Because Rorabaugh Report provides
a good start toward the gathering "l
dollar figures in spot tv and because
id the greater scarcity of information
about spot radio, interest is centered
OH the latter domain of spot spending.
The problem of unearthing -pot radio
figures, moreover, i- greater because
of the greater number of radio sta-
tions 2,700 compared to about 120 r\
stations at presenl though not all ra-
dio stations carry national spot ad-
vertising. It is fell that even it spot
radio spending on no more than 1,000
radio stations could be gathered, the
millenium would have arrived. \-
made clear earlier in the article, K VB
i- aiming for the information from a
1 in — 11 tion of the radio stations 1 ar-
rying national spot advertising. ***
^ ££**
I~f POWER
' -; LUMBER
^AGRICULTURE.
uh
"nd
Onf
'/,
watc
"otCf
'Cf,f
to
Ply
Pro
of
yidc
'ow.
-o$f
"<-o/
Lanc
° la,
coJf
Crc'
and
vclop
3»"IK
r9o
'up.
"ic
,s /c
POWr
"art
th
an n
ivc,
alf
r9c.
C BS K*dio
5.000 WATrS-/280KC
EUGENE. OREGON
tVAA/T MORE FACTS P
-conrAcr iv££P e co.
RURAL MARKET
AWAITS
YOUR SALES
MESSAGE
KUOA
AM
AND
FM
5000 Watts
SILOAM SPRINGS, ARKANSAS
Northwest Arkansas'
Most powerful station
25 JULY 1955
87
1
iTXSj
3
w-PAL
of Charleston
South Carolina
"Summer Radio Stations . . .
and Summer Not! w-PAL is
a summer radio station. By
that we mean we take pride in
doing a selling job for our cli-
ents all year long — including
the summer. Our clients know
this, and the majority of them
are year 'round residents with
us! To reach the lush negro
market in Coastal Carolina,
you really need w-PAL! This
'little doggy station' can really
'put on the dog' for you!"
For joe & Company
For a "BESTEVER" Vacation
— and we mean the "Best under the sun".
For those health-giving, energizing rays live
here all year 'round!
SWIMMING POOL • SUN BATHING
SNACK BAR • SPORTS • TELEVISION
'SIGHTSEEING • GOLF • FREE PARKING
Two in a room with private bath includ-
ing full course brunch & dinner from
$12.00 per person. Write for illustrated
brochure and special packaged tours.
f
FOX MANOR HOTEL
Pacific Avenue (Near the Boardwalk)
ATLANTIC CITY, NEW JERSEY
ADVERTISERS' INDEX
A 1 M S
Air Trails
i:.Mi
East man Kt dak
Evans Prod.
Fox Manor
Mid-Continent
-Mutual
NBC Film
Pulse
.Skyline
TSLN
A H.i in Young
Ziv
KBIG, Hollywood ..
KCMC-TV, Texarkana
KCM( i. Kansas City
KERG, Eugene. Ore.
KFAB, Omaha -
KFVD (KPOP), Los Angeles ....
KHOL TV. Kearney. Nebr.
KLZ, Denver
12, 13
.- 85
53
... 86
88
.... 16
__ 8-9
14-15
58
KMBC, Kansas City. Mo
KNAK Salt Lake City..
KOIN TV. Portland, Or.-.
KOLN TV, Lincoln, Nebr.
KPIX, San Francisco
KPQ, Wenatchee, Wash.
KRIZ, Phoenix
KSr.. Salt Lake City
KTBS, Shreveport
KTJOA, Siloam Springs, Ark
KXLY TV, Spokane
... 22
... BC
4 4-4T.
.. 6
... 39
3
87
4T
76
... 65
... 86
71
... 49
11
Hi
84
73
82,
WABT, Birmingham
WAVE. Louisville
WBAY. Green Bay, Wis
WBEX TV. Buffalo
WBNS, Columbus. Ohio _
WBRE TV. Wilkes-Barre
WBTV. Charlotte, N. C.
WCCO TV. Minneapolis
WCUE, Akron _
\V I >AY-TV. Fargo
WEHT TV. Henderson
WEMP, Milwaukee
WFBC TV. Greenville, S. C. .
WGX. Chicago S3
WILK TV, Wilkes-Barre B7
WITH, Baltimore IFC
WJHP TV, Jacksonville ... 70
WKBX TV, Youngstown 78
WKNB TV. West Hartford, Conn. _ 52
WKOW, Madison ... 80
WMGT, Pittsfield, Mass. _ _ . 54
79
66
23
FC
57
75
84
24
42
82
41
85
20
WOI TV. Ames. Iowa
WI'AI., Charleston, S. C.
WPIN, St. Petersburg, Fla.
WRBL TV, Columbus, Ga
WREX TV, Rockford, 111.
WSAZ TV, Huntington, W. Va.
WSJS TV. Winston-Salem _
WSOK, Nashville .....
WSYR, Syracuse
WTOP, Washington, D. C.
WTVJ. Miami ....
:.l
... S9
S5
... S4
... 61
_ SI
... 86
... 19
... 62
... 21
WTVR. Richmond .... IBC
SPONSOR
n Tin 6\]
S
iU^
Ted Steele, radio to i/.p. <// Benton .V />.■;■
Veio Kor/c, u busiei than evei working up air
media plans tor the tour neu clients B&B acquired
during recent weeks: Florida Citrus Commission,
Grove Laboratories, part of Johnsons' " ' <n and
Studebaker. accounting lor nrrr $1.1 million in total
additional billings. Says Steele: "It seems to me
tlmt an) advertise! uith a large stake in network
or national ti today almost requires an ad agent y
in n position of leadership in tv because the agency
must have close ties with network and programing
sources to tul.e ailiant'ige oi neu availabilities."
Lester fiofffieb will be < />'s T) \ daytime pro-
granting head In lull, leaving his post us program
v.p. of ('HS Radio. "This is no reflection on our
radio network. I feel there's a lot of vitality there."
says he. ",4s jar as tv is concerned- it's no Cut
anil dried programing situation. One can't think
ol tv in terms of radio, nor should one think in terms
oi the programing 'In he of a few years ago. Tv
oilers all kinds of neu vistas that lone not been
explored yet." I ntil he assumes his new post, Gott-
lieb is producing the Frankie Laine Show which
replaces Godfrey and Hi- Friends fot the summer.
Aormnii H. Norman, exei v.p. of Sorman,
Craig & Kummel, \eu ) or/,, wi i that the new
agency name (effective since 7 July) represents, for
one thing, the streamlining of the former Weintraub
agency's ft department. "Every major agency"
su\s he, "has one-third to half of Us hi/ling in li .
B\ fall we'll hme between $10 and $11 million in tv
ourselves. Revlon's a $6 million tv account; Blatz
and El l'rodu>to are heavy spot t\ clients; Ronson
has pist signed tor two 15-minutes of Doug Edwards
representing $3.5 million: Selchow it- Righter will
soon go tv. It the beginning of the year we started
from scratch in tv, but now we've got know-how."
Vincent T. Uasih-uski will be \ iRTffs new
manager of government relations starting lo August.
He takes over in an era when the industry laces
important governmental problems, including the
impending FCC derision on lee tv. FCC and Con-
gressional investigations. Chief \ARTB atton
since February L953, he joined the organization in
1949. In his new \>ost he succeeds Ralph Hardy,
who joins CBS as a v.p. in Washington on 6 Sep-
tember. Wasilewski became Doctor of Jurispru-
dent in 1919. was admitted to the Illinois Bar in
1950. He is now a member ot the American Bar As-
sociation, and serves with the Committee on Copy-
right Law Revision. ( His former job as chief at-
torne\ lor \ 4RTB had not been tilled b\ presstimr.\
QUEEN ISABELLA
hocked her j< i l!u
in prove the ind,
fhe chai
was rather world shaking,
suppo e he bad run b
Bui ' Christopher knew
t li i < •• ■ ihipf could
and In- d
u.i- in.
I o parallel hit feal
we i i repeat,
von can
on W P I \.
When you diflCOVer Wl'IN, yon
have unearthed the daytime
tion preferred by more local ad
W'I'I \"- clear channi I ignal ■• i
a market of 790,300 : ' li B
buying u ,
Tin- dominanl new > station i- the
West C< I lorida's best day-
time radio buy !
WPIN
• - < Hear Channel
Offices and Btudioa in the
Royal Palm Bo
St. Petersburg, Florida
ndorff, Over Manager
Represented Nationally by
Walker i 'o., Inc.
EXPEKI i: N C E
A V A I I, A IS I, E
PROMOTION
AND PUBLICITY
DIRECTOR
Heavy radio experience it ith
top independent, affiliated and
network on tied operations.
kmnt television.
L. •"■. •" U family .
can travel. l'><>\ 725
SPONSOR U) E 19 Street
New ^(»rk 17. M
25 JULY 1955
89
/low ^TvaLtabie
from SPONSOR
SERVICES INC.
ALL-MEDIA EVALUATION STUDY
155 Pages
$4
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK
48 Pages
$2
The brand-new 1955 edition contains 2200 defini-
tions of television terms . . . 1000 more than pre-
vious edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 BUYERS' GUIDE TO STATION PROGRAMMING
$2
The 1955 GUIDE gives you, in one handy source,
the programing profiles of radio and tv sta-
tions. In addition, you '11 find separate directories
of stations specializing in classical music . . .
after-midnight... folk music... music and news...
sports . . . religious . . . farm . . . foreign language
. . . Mexican . . . American . . . Negro . . . film, etc.
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
local ratings.
SPONSOR SERVICES
40 East 49th St.
New York 17, N. Y.
Please send me the
SPONSOR SERVICES
encircled by number
below:
123456
7 8 9 10 11 12
ORDER FORM
Name
Firm
Address „
City Zone State .
□ Enclosed is my payment of $
D Send bill later.
Quantity Prices Upon Request
12 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
5 TIPS ON HOW TO MAKE GOOD
TV COMMERCIALS
20c
Anecdote-packed article on how to get most for
least. Aimed at beginners, but useful for vet-
erans, too.
6 WEEK-END RADIO
25c
Listener 's-per-set increases 25% on the week-
end ; out-of-home listening jumps 10%.
7 NEGRO RADIO HAS COME OF AGE 40c
20 pages of facts and tips on how to use Negro
radio successfully.
8 HOW IS RADIO DOING IN TV MARKETS 20c
Results of Politz Study.
9 HOW 6 BIG SPOT CLIENTS USE RADIO 20c
Pall Mall, Esso, Mennen, Shell, American Air-
lines, Life.
10 ALL-NIGHT AUTORAMA SELLS 300 CARS
20c
Car dealer scores by adopting charity "telethon"
idea to auto sales.
BOUND VOLUMES
11 VOLUME FOR YEAR 1954
$15
Every information-packed issue of sponsor for
1954, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
12 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
90
SPONSOR
— 1
More radios made
this year
New Etiquct
tv commercial
How to test
network radio
Why each market
needs study
Am outlets
multiply
Canadian radio
ready for tv
B&M picks
new agency
REPORT TO SPONSORS lor 25 Jul;* 1958
(Continued ir«»m f><i<;<» 2)
Radio set production, reflecting demand fo: , oonl rise.
May set production was over 50' ahead of last year, RETMA report
January to May total this year Ls 5,853,954 radios compared with
4,084,904 during same period 1954. Commented radio network execut I
"They aren't buying 'em for doorstops."
-SR-
While trend in tv commercials is toward simplicity, lack of gimmicr
McCann-Erickson recently bucked trend with ultra-fancy 1" i lm for
Etiquet deodorant. Commercial is believed to be first combining
stylised art and props, animation, live action in single frames.
Samples: animated clock in white ink, ticks off hours of day, makes
appropriate faces at attractive model; girl typist rises from chair,
dances in office skirt and blouse, which dissolve into white ball gown.
-SR-
Advertisers who wish to test radio network show and copy under network
conditions without buying full-scale lineup can take cue from Co
Fisheries, Quaker Oats subsidiary. For 1954-55 season, firm tried
specially-built NBC Radio network, which slotted account in desired
test markets. Product was Puss 'n Boots, leading cat food; show was
"Hotel For Pets," daily serial featuring talking animals, created by
Lynn Baker agency. Success of venture has convinced account of net-
work radio's value. Show is expected back in fall on regular network.
-SR-
Why should company with national distribution vary way it buys radio
and television by markets? This is frequently raised question and
among best recent demonstrations of need for selective approach is
provided by A. C. Nielsen breakdown on retail food sales. It shows
food sales gain in 1954 over 1953 was 2.6^ for nation. Yet individual
areas of nation showed variations ranging from 6.3% gain in New Eng-
land to .3% decline in Southwest.
-SR-
Licensed and operating am stations hit new high of 2,732 on 1 July (of
which 34 are non-commercial) with additional 108 CP's, according to
NARTB research department. On 1 July a year ago total am licensed and
operating stations was 2,583. However, total fm stations are down.
Figure for 1 July 1955 was 540 (all commercial) compared with 553
year previous.
-SR-
Tv's impact on radio in Canada is following same pattern as in U.S. —
with one big exception: because of U.S. experience, Canadian radio was
prepared ahead of time to meet video competition. Music and news
programing is well-established in many radio-tv localities, radio
promotion efforts are stressing multi-set homes, out-of-home listen-
ing, etc. For complete roundup of Canadian radio tv picture, see
SPONSOR'S Canadian Section 2 issues hence (22 August).
-SR-
Burnham & Morrill agency switch (from BBDO, Boston to John C. Dowd
agencies, Boston and New York) isn't based on fundamental change in
media thinking. Dowd is now studying account data, including results
of television test campaign reported week-by-week in SPONSOR. 'For
latest report on B&M tv test, see page 32 this issue.)
25 JULY 1955
91
THIS WE
FIGHT
FOR
SPONSOR'S
1955 EDITORIAL
PLATFORM
"•In our opinion, the proper rule of
a trade paper is not only to inform, but
to actively lead the way. sponsor has
built on this concept, and its unusual
growth is in good measure due to the
needs it has seen, the causes it has
espoused."
These words appeared at the start
of the editorial platform we published
9 February 1953. They still express
our fundamental editorial philosophy
as we again set forth for every reader
the things SPONSOR stands for — and
fights for.
During sponsor's nine years we
have fought for proper use of radio
and tv ratings, for better commercials,
for increased recognition of timebuy-
ers, for a full and accurate count of
radio listening in all its forms, for the
formation of BAB and later TvB.
Notably in the case of recognition
now accorded out-of-home and multi-
set radio listening; and the formation
of both BAB (now RABl and TvB.
causes for which sponsor has battled
have been successful. In other in-
stances the fight goes on.
Through editorials, through articles
designed to fulfill our editorial plat-
form (see article this issue, page 25),
sponsor will fight for these objectives:
1. We fight for the preservation of
free television. A change in the
basic American pattern of com-
mercial broadcasting should not
be allowed to endanger a medi-
um which has proved most effec-
tive in serving the best interests
of the greatest number at a cost
sustained by advertising.
2. We fight for the tools advertisers
need to evaluate the air media
and the most needed of these
today is a uniformly acceptable
television set count and circula-
tion study.
'.I. We fight for the agency system
based on the commissions grant-
ed by media to agencies which
operate legitimately to earn it.
We believe it has been a major
factor in the success of the free
enterprise system, which has
been built on advertising.
4. We fight for better radio and tv
ratings and a more realistic ap-
praisal of their values. We are
convinced that radio and tv rat-
ings should rarely be the sole
factor in deciding what to buy.
5. We fight for better, more effec-
tive commercials. Today's great
frontier in advertising is in the
field of selling effectiveness. We
work to show the advertiser that
if he devotes as much effort to
researching and improving the
commercials as he does to nose-
counting his audience, his profit
from advertising will multiply.
6. We fight for regular publication
of spot tv and radio expenditures
of companies comparable to fig-
ures available for all other major
media. We believe that manv
advertisers will fail to recognize
the stature of the spot media
until spot spending conies out in
the open. This can hurt adver-
tiser as well as the broadcast
industry itself.
7. We fight to convince the adver-
tiser that radio has a place in
the American home which nei-
ther television nor any other
medium can usurp; that there is
a secure place for television as
well. Indeed, we firmly believe
that every honest medium has a
firm niche in the rapidly expand-
ing advertising firmament.
8. We fight for a full and accurate
count of radio listening. When
we began to call for more thor-
ough radio measurements, multi-
ple-set and out-of-home measure-
ment was virtually non-existent.
Much progress has been made,
but much progress remains to be
made in recording the full extent
of radio listening today.
9. We fight for timebuyer status at
all advertising agencies equal to
spacebuyer status. We are grati-
fied by the progress which has
been made in recent years, but
we hope to see and foster even
greater recognition of the expert
role an experienced timebuyer
should be allowed to play.
1 0. We fight to encourage advertis-
ers, agencies, networks and sta-
tions to experiment with and cre-
ate new program forms, to help
the industry realize that such ex-
perimentation and creativeness is
essential to the growth of radio
and tv. We regard the constant
search for new talent as an es-
sential part of building ever-
fresh programing.
11. We fight for the preservation of
selling based on a firm rate card.
Nothing is more destructive to
good advertiser-media relations
than a system of barter.
12. We fight to point out the danger
of pricing television time and
program costs out of the market.
We constantly' strive to show how
this can be prevented.
| JJ. We fight for effective, factual
promotion of television and ra-
dio through TvB and RAB. We
believe that solidly financed pro-
motional organizations are es-
sential to provide advertisers
with facts they need for buying
decisions and to keep both of
the air media strong.
] 4. We fight for easier methods of
coordinating and launching spot
radio and tv campaigns. Much
more spot would be used if agen-
cies could be shown wa\s to
reduce the details presently in-
herent in these potent media.
Standardization of forms on
which availabilities are present-
ed, in particular, is needed to
ease the problems of buying.
15. We fight for clarification of the
role of air media in merchandis-
ing the advertiser's message.
Much confusion exists as to what
the client can reasonably expect.
16. We fight for sound evaluation of
all media based on the facts
rather than emotional thinking
or a follow-the-leader philoso-
phy. We were impressed, in pre-
paring our All-Media Evaluation
Studv. with the need for inten-
sive research into scientific meth-
ods of media selection, now often
lacking. * * *
92
SPONSOR
The South s FIRST I \ Station
is Richmond's ONLY TV Station!
INTER-
CONNECTED
WITH ABC
AND CBS
I rom Richmond, V irginia's capital city, WTVR, "the wide area station",
]>ii>\ i<f«-— coverage in 70 surrounding countie — including .1 100 microvolt or better certified
measured signal in Norfolk, Virginia. Serving over 193,000 sel owners, W I \ I! offers
a combination of Power-Packed Coverage, Fabulous Ratings average nighttime
ratings 63.9), and Local Program Know-How thai spells R-E-S-I -L-T-S.
Over 200 regular weekl) sponsors use ilii- WTVR success formula. Enough said?
WMBG AM VVCOD FM \\I\I5 T\
First Smr ion oi I irginia
I Set HAVENS v"v MARTIN, ITU
WMBG REPRESENTED NATIONALLY BY THE BOLLING CO
WTVR REPRESENTED NATIONALLY BY BLAIR TV. INC
ADAM J. YOUNG Jr.
INCORPORAT
477 Madison A
New York Cit
RADIO STATION REPRESENTATIVES
N e tv York • Boston • Chicago • St. Louis • Los Angeles • San Fraud
;-«OCm f ;
y
I advertisers use
8 AUGUST 1955
fifCE(VEO
50< per copy«*8 per year
WIKY
strikes the
top note in
Evansville, Ind
s%
LUS1
wwith 31.1 weekly share of home audience
and a whopping 74.1 of "business establishments" audience
WIKY completely dominates the Evansville market. Time
•uyers in the know have spotted this trend in nine successive
Hooper surveys. They've learned, too, how independent
programming of music, news, and sports
pays off. WIKY is a great buy!
Top advertising buy
in Evansville . . .
WIKY
The CBS
tv buy m
Knoxville
WTSK-TV
REPRESENTED BY PEARSON
MOVIE-TV TIEUP:
DANGER AHEAD?
page 31
Madame Rubinstein
woos mass audience
with class tv
page 34
Network radio: Are
you up on all the
ways you can buy it?
page 36
End of tv market test:
B&M makes "unbeliev-
able" gain in 6 months
page 38
Network tv lineup for
fall now reflects
nearly 100 chan
II
lipley Clothes buil
with slogan on spot
radio, 70^ air budget
Ids
lot
ideet
pagt
44
LOWEST
per-thousand in Baltimore!
,
A survey by Pulse shows that W-I-T-H reaches
74% of all Baltimore homes every week. At
W-I-T-H's low, low rates, that means that W-I-T-H
delivers listeners at the lowest cost-per-thousand
of any advertising medium in Baltimore. That's
one big reason why W-I-T-H produces such spec-
tacular results for all kinds of advertisers. Let
your Forjoe man give you the whole story !
IN BALTIMORE THE BIG BUY IS
Tom Tinsley, President
R. C. Embry, Vice-President
Represented by Forjoe & Co.
Preparations for
SAC strike
No ARF report
due for 3 months
Syndicators seek
national sales
Sales expected on
ABC TV movies
RKO no "tv-only"
movie firm
New Negro radio
'network' formed
With SAG strike called for 5 August against producers of tv film
shows in dispute over rerun payments, agencies were busy combing
backlogs of film for shows that can be repeated to fill gap at SPON-
SOR'S presstime. Talent unions want slice of rerun melon. Product
on other hand, often barely break even on 44 weeks of film programing
and make profit only on 8 weeks of summer reruns when talent isn't paid.
-SR-
Newest ARF "supplementary report," which covers method (but not
actual service) of Nielsen Station Index local-level radio-tv measure-
ment, won't appear for at least 3 months, says top ARF official. Pre-
liminary report, based on round the-table analysis of diary-recorder
measurement, has gone to rating services for comment. Several have
replied, with some arguing that report is "plug for Nielsen." NSI
method got high score in report.
-SR-
Two of largest syndicator-distributors, Ziv and Guild, have joined
push for national-level film sales in past month, following lead of
firms like Screen Gems, TPA and Official Films — all of whom have pro-
grams on networks. Ziv has created national sales offshoot, headed
by Walter Kingsley, and will feature new line of shows "Dr. Chris-
tian," "Man Called X," "I Love a Mystery," "Mr. & Mrs. Theatre,"
"Craig Rice." Guild has modified "film network" arrangement with
Vitapix, will seek network tv sales.
-SR-
Several major agencies are eyeing ABC TV's low-cost "spectaculars"
closely, and network expects its first round of participation sales
this week. Shows are series of top British films slotted at 7:30-
9:00 p.m. Sundays, starting 18 September.
-SR-
On heels of General Teleradio purchase of RKO Radio Pictures has come
flood of guesses about Tom O'Neil's next big move. O'Neil, meanwhile,
is playing it very cozy. He wanted RKO originally for huge feature
backlog usable on tv. He still plans this, but now intends to utilize
RKO's existing facilities — studios in New York and Hollywood, a
worldwide network of film exchanges — to make or distribute theatrical
films, may film for tv later. Present goal: get RKO running in the
black.
-SR-
Latest move to simplify buying of Negro-appeal radio has been made by
transcription network, Keystone Broadcasting System. Of total of 850
stations, KBS has formed 278 outlets into Negro Network Division.
Half of new KBS group employ Negro merchandising specialists.
SPONSOR Volume I. No. 8 Aucnit 1955. Published biweekly by SPONSOR rubH<rail»i< Ire I • rtlslnc. Cirrulitlon Offices. 10 B i '-. St H««
York 17. Printed it 3110 Elm Ave.. Baltimore. Md. $3 • ye»r In f 3 t9 elsewhere. Entered •• tetrad clut milter S9 Jin. 1849 u Btltltnore poitefflre under Art nt 3 Mir ItTt
REPORT TO SPONSORS for 8 August 1955
Radio-tv probe is
moved ahead
Regional use
of radio up
500% color jump
on NBC this fall
Is color tv
ready to go?
Day radio in
Canada strong
P&C is biggest
tv spot buyer
Congressional look-see into practices in tv networks and uhf will be
pushed ahead from this fall to early in 1956, according to Sen.
Warren G. Magnuson, chairman of Senate commerce committee. Group
has also scrapped idea of delegating part of investigative work load
to outside foundations, at least for time being. Many of problems
before group (affiliate relations, station ownership, inter-mixed tv
markets, rates and discounts) haven't been touched.
-SR-
Indications that regional distributors as well as retailers are in-
creasing use of radio comes out of profit report from Westinghouse
Broadcasting Co. WBC's 5 am outlets doubled profits during first
half of '55, compared with '54.
-SR-
Heavy fall schedule of color programing on NBC TV will be spearhead
of RCA's push to sell color television sets. Present schedule calls
for 500% more color shows this fall, not counting non-studio
"specials" like "Wide, Wide World." This will peak in November,
when NBC TV will have 41 hours monthly in tinted tv. Except for new
"Matinee" series of daily hour-long color dramas, network's color
schedule is virtually sold out at this point. CBS TV will have only
about 25% as much color networking as NBC TV; ABC has no plans at
all for colorcasting during upcoming fall show season.
-SR-
Strong belief that color tv may really get started this year is given
by Magnavox Co., which took conservative view toward tint video in
past. Firm unveiled its first color tv set in late July. Frank M.
Freimann, Magnavox president, said: "Despite the optimistic predic-
tions of other industry leaders, Magnavox contended (2 years ago) that
color tv was 2 years away. Two years have passed. The time is now."
Price of set was not given. But Freimann called $500 "wishful figure."
-SR-
Daytime radio remains especially strong in Canada because tv, despite
growth last season, programs lightly during day. Canadian Broadcast-
ing Corp. video outlets (government-owned), which have monopoly of
big markets, do not start programing till late afternoon. Private tv
stations start early in afternoon. (For story of what's happening to
Canadian radio, tv see Canadian section in 22 August issue.)
-SR-
Nation's "Big 6" spot tv advertisers, in terms of number of schedules
and stations used, are P&G, Brown & Williamson, General Foods,
Colgate-Palmolive, Sterling Drug and Block Drug, according to
checkup by N. C. Rorabaugh. Figures were compiled for second quarter
of 1955. Annual spot tv budgets, for 4 leaders: P&G, $10.5 million;
B&W, $7.5 million; GF, $3.2 million; C-P, $3 million. Other 2 are $2
million each. (Budgets are 1954 estimates as carried in SPONSOR'S
11 July Fall Facts Basics issue in article revealing spot figures of
major advertisers for first time.)
(Sponsor Reports continues page 123)
SPONSOR
TV Area
1 New York
2 Chicago
3 Los Angeles
4 Philadelphia
5 Detroit
6 Boston
7 Cleveland
8 Pittsburgh
LANCASTE
11 "St. LiW?
12 Milwaukee
13 Washington, D.
14 Cincinnati
15 Indianapolis
TV Sets
4,730,000
2,255,000
2,107,168
2,094,852
1,553,200
1,308,362
1,195,000
1,134,110
774,803
C. 741,000
724,140
663,000
316,000 WaHs
WGAL-TV
LANCASTER, PENNA.
NBC • CBS • DuMont
WGAL-TV's 316,000-watt signal on Channel 8 beams a clear
picture from its mountaintop transmitter location to a wide area
which collectively creates the tenth largest TV market in the Na-
tion. Stations in only nine other areas reach more television sets
than those in the WGAL-TV Channel 8 Mighty Market Place.
STEINMAN STATION Clair McCollough, Pres.
Rtprtfnlativt:
MEEKER TV, INC.
N.w York
lot AngaUt
Chicago
Son Francitco
Channel 8 Mighty Market Place
Harrisburg Lebanon Hanover Gettysburg Chambersburg Waynesboro Frederick Westminster
York Reading Pottsville Hazleton Shamokin Mount Carmel Bloomsburg Lewisburg
Carlisle Sunbury Martinsburg
Lewistown Lock Haven Hagerstown
a AUGUST 1955
advertisers use
ARTICLES
Volume 9 Number
8 August 1955
DEPARTMENTS
i
Should Hollywood get it for free?
Admen warn flood of free promotion for Hollywood may backfire, driving
viewers from their sets. It's felt Hollywood-tv tieup must be watched care-
fully despite its many advantages **-*
.Hftie. Rubinstein woos mass audience with class tv
Cosmetics firm spares no expense to strike right note of elegance in commer-
cials, spends $1,400,000 for spot television in major markets **4
Network radio: many ways to buy it
Are you up on all the ways you can buy network radio? The varieties of buys
are endless today and SPONSOR presents a cross-section of the possibilities
Final B&M gain of 98% "unbelievable": ad mgr.
Conclusion of six-month media test for Burnham & Morrill baked beans and
brown bread in Green Bay, Wis. area shows that tv scored a 98% increase
in sales. Products had been in the market for 15 years at a low sales level 38
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, Lawrence L.
SPONSOR BACKSTAGE
NEW TV STATIONS
TOP 20 TV FILM SHOWS
SPONSOR ASKS
TV RESULTS
Mack
AGENCY PROFILE, Harry Bennett
ROUND-UP
RADIO COMPARAGRAPH
NEWSMAKERS
SPONSOR SPEAKS
'
Fall tv network lineup
The number of changes in the nighttime network tv lineup from last season
nears 100. Yet the networks still stress tentativeness of schedules 40
Uow daylight saving snarls clearances
Air clients face the loss of prime time or an imperative move to kine because
of the bi-annual time change headache. What can be done about this? 42
"There's no sale like wholesale"
Slogans like this on spot radio helped build Ripley Clothes from two stores to
a 30-store chain in 15 years. About 70% of the $200,000 budget goes for air 44
Timebuyers of the U.S.
Who are the timebuyers in the Southern, Midwestern and West Coast agen-
cies? The third and final section of the currently-running list points them out 45
COMING
Are sponsors dropping the axe too fast?
Last season, a record number of tv shows were dropped after a short run.
Should programs be given more of a chance to build — or are immediate
ratings most important? SPONSOR examines both sides of this coin 22 111*;.
Coast Fisheries gets select attdience via net radio
A network radio show tailored to pinpoint pet owners — prospective customers
for its cat food — does a highly satisfactory job for Coast Fisheries 22 1 »(</.
CANADIAN RADIO AND TV: 1955
The latest facts and figures on the Canadian market, the current status of
radio and television appear in SPONSOR'S annual report on Canada com-
plete in the next issue 22 lllfl.
Editor and President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Gler.
Vice President-Genl. Manager: Bernard f
Vice Pres.-Advg. Director: Jacob A. Ever
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfred J. J?
Associate Editor: Evelyn Konrad
Department Editor: Lila Lee Seaton
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Joa Cs
Editorial Assistant: Florence Ettenberg
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Edwin D. Coc
(Western Manager), Alan H. Giellerup
(Southwest Manager), Arnold Alpert (M
west Manager), John A. Kovchok (Prod
tion Manager), Charles L. Nash
Circulation Department: Evelyn Satz (St
scription Manager), Emily Cutillo, Mortal
Kahn, Minerva Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Eva M. Sanford
Published biweekly bj SPONSOR PUBLICATIONS I*
combined with TV. Executive. Editorial. CirculstlM. i
Advertising Offices. 40 E. 49th St. (49th & MfcllB
New York 17, N. T. Telephone: MTJrray Hill e-^
Chicago Office: 161 E. Grind Ave. Phuie: BVvf
7-9863. Los Angeles Office: 6087 Sunset Boulin
Phone: Hollywood 4-8089. Printing Office: 3111 I
Ave., Baltimore 11. Md. Subscriptions : United Bu
$8 • rear. Canada and foreign J9 Single copies I
Printed in U.S.A. Address «11 correspondence t»
B. 49th St.. New York 17. N. Y. MTrray Hill IT
Copyright 1955. SPONSOR PUBLICATIONS INC
Ji
1CWKH-
FIRST BY FAR in Shreveport!
:IRST in Share of Audience
January*'
:ebruar
y, 1955
Hoope
rs
SHARE OF AUDIENCE
IN %
TIME
KWKH | Sta. B Sta. C
Sta. D
Sta. E
Sta. F
Sta. G
8:00 A.M. — 12:00 Noon
Mon. through Fri.
29.6
17.2
14.1
12.7
9.4
9.1
7.4
12:00 Noon — 6:00 P.M.
Mon. through Fri.
32.0
18.4
13.3
17.8
6.2
5.2
7.0
6:00 P.M.— 10:30 P.M.
Sun. through Sat.
51.2
*
*
26.1
*
7.0
12.6
* Do not broadcast after sundown
IRST in Time Period Leadership
MOming <8:00 AM-«:00 Noon; Monday through Friday,
KWKH FIRST in 11 quarter hours
All Others
AftCmOOn (12:00 Noon-6:00 PM; Monday through Friday)
KWKH FIRST in 17 quarter hours
All Others
IMlCjhf (6:00 PM — 10:30 PM; Sunday through Saturday)
KWKH FIRST in 56 HALF HOURS
All Others
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
Any way you look at it, KWKH is the unquestioned favorite
in Metropolitan Shreveport. And — 50,000-watt KWKH gives
you a whole lot more . . .
Nearly 85rV of our coverage is in the tremendous North
Louisiana-South Arkansas-East Texas area . . . with a population
of nearly 2 million people.
If vou want the top station in Shreveport, the dominant station
in this whole area — then you want KWKH. Listened-to by
more than a million people every week. Get all the facts from
The Branham Company.
50,000 Watts • CBS Radio
The Branhom Co.
Representatives
Henry Clay
General Monager
Fred Wafkins
Commercial Manager
T
Only
STATIONS
are powerful enough
and popular enough
to register audiences
in radio survey ratings
of both Los Angeles and
San Diego.
Of these top four,
KBIG is
• the only independent
• the least expensive
• the lowest cost per
thousand families
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
Jane Leider, media director, Mogge-Privett, Los
Angeles, thinks that a good way to hit a varied
audience is to move from station to station. Jane
generally uses about two radio and two tv stations
at a thne for a couple of weeks each and switches
them with each other at the end of that time.
While she is on a station, she uses 36 to 48 daytime
radio announcements or about 20 tv announcements
a week. "To hedge time costs," explains she, "I
usually buy an independent tv station during the
day, a network station at night. Because of this
rotating system I use, I find that I must generally
plan at least several weeks in advance to clear time
on today's thriving radio stations too." Since she
handles mostly food accounts, she buys daytime radio
and tv, has no problem of nighttime clearances.
Sally Reynolds, Scheideler, Beck & Werner,
New York, says that "daytime radio's good all the
time." She feels that "out-of-home listening has
been growing so steadily, that stations key their
entire 6:00-8:00 a.m. programing structure to the
car audience, with news, weather and music. Today,
a radio isn't an extra in a car, it's an essential.
It goes on when the ignition key's put in." She
adds that music is also the type of programing the
housewife likes best during the day. "And the music
she gets throughout the day is, we feel, the type
of music she wants. After 4:00 p.m. the character
of music played on stations changes sharply to
teen-age appeal, jazz and hot juke box numbers.
Earlier, it tends to be softer, more romantic music."
Barbara Bergh, C. J. La Roche & Co., New
York, has become an expert in kiddie tv programing.
"And there's so much more of it this fall than ever
before," she adds. "We buy minute participations
in children's programs for New England Con-
fectionery Co. Actually, we buy pretty much on a
52-week schedule, because we rotate products in
the announcements, according to the season.
Our best times, generally, are 5:00-7:00 p.m. in
the winter, someuhat later in the summer, since
kids stay out of doors and play. There are some
good early-morning and noontime kid shows
available. Since the networks are doing such a big
job of programing to kids, most of the stations
don't emphasize this category in local shows."
SPONSOR
<«*
Bs
tell VOut 7° i wotnen
^ew England^ v
inbetownspe
SUC
CXXA/ S
11
DEAR HOMEMAKER
BOSTON'S SALES BUILDING DAYTIME TV PROGRAM
1:00 to 1:30 P.M. Monday thru Friday
She can put your story across in a lively and varied
format of:
NEWS and WEATHER FOODS and SHOPPING
INTERVIEWS with TOP RANKING PERSONALITIES
FASHIONS STOCK QUOTATIONS SPORTS
DECORATING WOMEN'S CLUB ACTIVITIES
WNAC-TV B°"°N
T¥ i^*^^* ■ ▼ 316#000 Watts
Ask your H-R man about "Dear Homemaker" participations
and other choice availabilities on Channel 7
or CALL COmmonwealth 6-0800 — or write to 2 1 Brookline Avenue, Boston 1 5, Massachusetts
8 AUGUST 1955 I
Up to a mountain top in
September
KING OF A NEW FRONTIER
In September WSJS-TV, Winston-Salem, N. C, goes to
maximum power — creating one of the South's biggest TV
markets. And with North Carolina's rich Golden Triangle
of Winston-Salem, Greensboro, and High Point as the core!
MAXIMUM POWER— 316,000 watts!
MAXIMUM HEIGHT — 2,000 feet above
average terrain.
COVERAGE — 91 counties, in four states.
TV HOMES — 612,343 sets.
3,943,000 people.
$4,350,000,000 buying power.
WINSTON-SALEM, N. C
CHANNEL 12
WINSTON-SALEM
GREENSBORO
HIGH POINT
HEADLEY-REED, REP.
■^■■■■■l
SPONSOR
I>\ Hob Foreman
in
Mickey House man make .»-f» p.m. sets-iit-use too
Ben DiilV\ likes to tell the stor) of how, a- a media direc-
tor, lie bought several pages of a newl\ proposed magazine
tor which no rale had been established, no circulation esti-
mated and no name .-elected. Space in the magazine I which
turned out to he Life) was purchased on the basis <>l the edi-
torial concept and the folk- who were <:oing to publish it.
This i-. I believe, a good ease in point lor my tract today.
It demonstrates that a smidgeon oi courage and a wisp <>|
imagination are often required in our business. These are
qualities that are available in far greater abundance than
they are used. I fear.
Recently I witnessed an elahorate presentation for the
Mickey Mouse Club, the 5:00 to 6:00 p.m. strip to be telecast
on ABC next season. It seemed unfortunate that so much of
the pitch had. of necessity, to be predicated on what has
been done and is being done on television at this time of da)
because these are poor criteria indeed for anything conceived
and to be executed by Walt Disney.
I'm sure Mr. D in his years of film-making had to listen
to every conceivable reason for NOT doing just about every-
thing he has done, including feature-length motion pictures
in animation, live characters combined with animation, a
nature series, and, of course, even going into television.
The results achieved against the irrefutable evidence that
these projects would fail make evaluating the upcoming day-
time strip (on the basis of Howdy Doody, for example)
somewhat like trying to describe flying in terms of the horse.
All the cost-per-M data in the books and the most intensive
research, via diary, Audimeter and telephone, could not pos-
sible give a clue to what may very well happen once this ex-
tremely talented and very un-hide-bound organization gets
to work.
If 5:00 to 6:00 p.m. is kid time nou; it could very well
turn into mother-time, too. next year. If sets-in-use has
reached a peak of 35% in 1955, it might well go to 60' J
before the next season is over — each network benefiting from
the increase. And it' 5:00 to 6:00 p.m. is the time the home-
makers of America now wash diapers and cook dinners and
set tables, chances are this will be their last year of so doing.
Count on that!
As I've mentioned in previous efforts in this publication,
our business too often takes refuge behind a slide-rule and
(Please turn to page 70)
home...
more radios ore tuned to KSDO than
ony other station . . . HOOPER.
ncars...
more radios are tuned to KSDO than
any other station.
utdoors...
more radios are tuned to KSDO than
any other station.
Let us show you why KSDO is your
best buy in San Diego.
r r
KSDO
1130 KC 5000 WATTS
Representatives
|ohn E Pearson Co. — New York
Chicago — Dallas — Minneapolis
Daren McCavrcn — San Francisco
Walt Lake — Los Angeles
^4
8 AUGUST 1955
f]
L
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
SPOT $ FIGURES
Your questionnaire-ballot on how to
go about compiling a regular report
on dollar radio and television spot ex-
penditures is certainly a step in the
right direction in solving a difficult
problem. I have checked the ballot as
indicated and have the following com-
ments to make in addition.
1. Logically I believe it is the sta-
tion's responsibility to make available
radio and television spot expenditures
by companies and brands. This meth-
od in my opinion would enable quick
and accurate tabulation of results for
these reasons:
(a) With the added burden this
would place on advertising agencies,
I doubt if 100% cooperation would
be given to such a project.
(b) Advertisers unless they felt they
had something to gain in return for
releasing this information would play
along on a hit and miss basis.
(c) National representatives with
branch offices scattered throughout the
United States would have to set up a
central coordination point to compile
this information. The delay in gather-
ing this information from all offices
and making a composite report would
make this arrangement impractical.
2. In my opinion a properly super-
vised independent organization set up
by the industry would prove the most
practical to undertake this task. TvB
and RAB would be my second choice.
3. I believe spot dollar figures is-
sued quarterly by companies and by
brands would be of much more value
to all concerned than annual figures.
In many instances advertisers check-
ing on competitive expenditures might
not learn of a short 13-week campaign
until nine months after its completion
if figures were published annually.
This, of course, would be of little value
to an advertiser on this basis.
4. In my opinion there are no valid
reasons for companies to keep spot ex-
penditures secret covering periods that
have already passed. As an example,
the large soap companies for years
tried to compromise on a working
(Please turn to page 15)
12
SPONSOR
SPONSORS WARM To \P
Because ... it's bet ter
and it's better known.
"Looks like the ship is gone
Til keep you posted. "
Case History No. 11
Clayton Edwards, Assistant News
Director of WTAR, Norfolk, was in
the newsroom before dawn. The
Atlantic was being whipped by the
forefront of Hurricane Hazel, and
Edwards wanted to assemble full de-
tails for his morning newscasts.
He knew at least one ship was in
trouble — the S. S. Mormackite, with
a crew of 48 aboard. She had been
reported overdue, and a Coast Guard
search was under way.
He telephoned Coast Guard head-
quarters once more. This time there
was some word. A Coast Guard plane
reported a survivor had been sighted,
and the S. S. Macedonia radioed that
it had picked up a seaman who said
he was from the Mormackite.
Edwards put in a quick call to The
AP at Richmond, which at that early
hour was handling the storm coverage.
"Mormackite survivor picked up,"
Edwards reported. "Looks like the
ship is gone. No other word yet, but
I'll keep you posted."
His call to The AP was the first
direct news of the disaster. The story
kept rolling from Edwards as he
passed along every scrap of informa-
tion while AP newsmen and other
members swung into action.
The worst was confirmed. The
cargo of the Mormackite, an ore
carrier, had shifted. The vessel cap-
sized, taking 37 seamen to the bottom.
Eleven survived.
Edwards' performance won for
him and his station the WDBJ Cup,
given annually by Virginia AP Broad-
casters to the man providing the best
coverage for AP members.
"I called The AP automatically
when the story broke," said Edwards.
"That's what other AP members do,
and that's the way we get the full
story first."
Clayton Edicards is one
of the many thousand* of
active newsmen uho make
The AP bettrr...and better
known.
If your station is not yet using
Associated Press service, your AP
Field Representative can give you
complete information. Or write-
Those who know famous brands... know the most famous name in news is /r
8 AUGUST 1955
13
1
o JUt dkL U onus, %^fh^hu?
New study • • .
familiar happy ending (for WNEW):
February-March and March-April 1955 are the first two reports of a new and continuing
survey of radio listening in a 29-county area including Metropolitan New York,
conducted by A. C. NIELSEN COMPANY, "World's Largest Marketing Research Organization."
Represented by SIMMONS ASSOCIATES, INC.
14
NEW YORK ... 1130 ON YOUR RADIO DIAL
SPONSOR
40 E. 49TH ST.
(Continued from page l_!i
agreement among themselves ti> ex>
i bange this information, but bo Fai as
I know thi> nevei materialized. In-
stead the) called on theii agencies to
-ii|)|il\ t li i -> information and the agen-
< ies in turn put in a lot of man botirs
contacting representatives and stations.
The result was that the) all obtained
i In* competitive information on each
Ktlicr's brands but the) did ii the bard
u.i\ and the expensive wa) .
I tincerel) bope tliat 1 1 » i — problem
ran be solved, and congratulations to
SPONSOR for getting the ball rolling.
Oi UU.ES J. W EIGERT
Media Director
Lynn Baker
\cw ) orh
• Kradrr Wrltrrl refer, to a i|uc.t ionnairr
whlih appeared in SPONSOB with an article in-
tilli-fl 'I.ct'. I. mi. .pot -pcndiiiv out in the open"
I-'.-. July L.ur. paKc 2.".). SPONSOR*! thank, lo
reader. i*ho ha«c fill. . I out the -i >i < ' i ■> n ■' 1 1 ' •
~Iii.Ii If .1. -lull.. I to gather ..|.lni..i. mi the br.1
way to r.tahli-h a regular pulill-hrd ...urn- ol
■pal mamilllnm .ddJtlona] eople* of the quo.
llonnairr an- BTaJlabl* on rrqur.l I., SPONSOB
at 40 r\ »">lh St.. New York 17. V ^ .
RADIO "TEAR SHEET"
The thought struck me on reading
several issues "f sponsor in which you
have pointed to problems in handling
Bpot radio (including This \\ e Fight
For item 14 in the 25 Jul) issue) that
the field might he interested in a tech-
nique we have developed. It's designed
I" solve the problem of checking qual-
it\ of delivery when you have a spot
radio campaign Mattered on main sta-
tions.
We eall our approach a radio "tear
sheet" and it makes use of traveling
teams from the agency who go out to
tape messages in various markets
where we air commercials for our cli-
i nts. Later we call on the station with
our tape. The results have been ver\
constructive. We thought you in par-
ticular would he interested in passing
on word ahout this approach since you
have always fought to aid advertisers
and agencies in making the best use
of the air media.
Gene \\ . Dennis
Account executive
R. J. Potts-Calkins & H olden Inc.
Kansas City
• SPONSOR i- Indeed Interested in technique*
for more . IT. . i i . .- air aiK crti-lngc coordination.
We're checking Urnr Dcnni- for • I • 1 .1 1 1 - on the
radio '"tear -hect" technique, will pa-- on morr
facts to readers in an uproniinK Issue.
{Please turn to page 113 I
8 AUGUST 1955
15
The best weekends in network radio are
>
the CBS Radio Network
No matter where they spend their summer weekends,
more people enjoy themselves with CBS Radio than
they do anywhere else in network radio. During the
weekend, the average sponsored program on CBS Radio
commands a 45° o greater audience per minute than
the number 2 network. This makes every minute count
that much more on the qq§ RADIO NETWORK
Source: Nielsen Radio Index, Second Report for June, 1955; 8:00 a.m. to 1 1:00 p.m., Saturday and Sunday I Average Audience basis I.
i
Ife
$F~
m
■
m
mt
m
rfp-
rm
-■-
m
m
m
Jk
m
■-
■
■
U
m
if
"-
-
-
m
—J
□IDI
a\a\
There's unanimity in Kansas City
No matter how you count the audience . . . the No. 1 station is
WHB Leadership Line-up
FIRST PLACE — HOOPER
Average share of audience, 7 a.m. -6 p.m.
Mon.-Fri., June-July, 1955
FIRST PLACE— PULSE
Average share of audience, 6 a.m.-6 p.m.
Mon.-Sat., March-April, 1955
1$
10,000 WATTS, 710 KC
Buying radio in Kansas City is practically child's play today,
because Hooper and Pulse are unanimous in their rating of
WHB as the station with the biggest audience. (All-day aver-
ages as high as 45.1%). This is what Mid-Continent program-
ming, ideas and excitement have achieved for WHB ! The
same programming, ideas and excitement can achieve leader-
ship for you. Talk to the man from Blair or WHB General
Manager George W. Armstrong.
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
WHB, Kansas City
Represented by
John Blair & Co.
18
SPONSOR
New and renew
SMMtt
5 AUGUST 1955
1. New on Television Networks
SPONSOR
AGENCY
STATIONS
CBS 100
Am.in.i Rcfrig. Am.m.i Iowa
Maury, Lee & Marshall.
NY
Elgin Natl Watch. Elgin. Ill
Y&R. NY
CBS 83
Ford Motor, Dctr
JWT. Dctr
CBS
General Electric. Syracuse
Ir-tv sets, appliances)
Maxon, NY. Y&R. NY
ABC
Ideal Toy Corp. NY
Crey Adv
CBS 56
Johnson & Johnson.
New Brunswick. NJ
Y&R. NY
CBS 99
Lanolin Plus. Chi
Duggan-Phclps Adv, Chi
CBS 82
Liggett & Myers. NY
'Chesterfield. L&M>
Cunningham & Walsh.
NY
ABC
Monsanto Chcm. Springfield. Mass
Nccdham. Louis &
Brorby. Chi;
Cardncr, Chi
ABC
Quaker Oats. Chi
Wherry. Baker &
Tilden. Chi
CBS 68
R. ). Reynolds Tob.
Winston-Salem. NC
William Esty, NY
CBS 100
Ronson Corp. Newark. N|
Norman, Craig &
Kummel, NY
CBS 99
Scott Paper. Chester, Pa
JWT. NY
NBC
Shcaffcr Pen Co, Fort Madison.
Russcl M. Seeds, Chi
CBS 137
Iowa
Wander Co. Chi
Tith.imL.nrd Chi
CBS 60
Wildroot. Buffalo
BBDO, NY
CBS 99
PROGRAM, time, start, duration
You'll Never Cct Rich; alt T 8:30-9 pm; 27
Sept; 52 wks
Person to Person; alt F 10:30-11 pm; 2 Sept;
52 wks
Ford Star Jubilee; every 4th Sat 9:30-11 pm ; 24
Sept; '55-56 season
Warner Bros Presents; alt T 7 30-8 30 pm; half -
hr seg: 13 Sept; 52 wks
Winky Dink & You; Sun 12-12:15 pm; 25 S< pt
52 wks
Robin Hood; alt M 7:30-8 pm; 26 Sept; 52 wks
Robert Q. Lewis; M 2:15-30 pm; 12 Sept; 13 wks
Warner Bros. Presents: T 7:30-8:30 pm; half-hr
scg; 13 Sept; 52 wks
Warner Bros. Presents; T 7:30-8:30 pm; half hr
scg; 13 Sept; 52 wks
Sgt. Preston of the Yukon; Th 7:30-8 pm ; 29
Sept; 52 wks
You'll Never Cet Rich; alt T 8:30-9 pm; 20 Sept;
52 wkc
Douglas Edwards News; W. F 7:30-45 pm . 24
Aug; 52 wks
Father Knows Best; W 8:30-9 pm; 31 Aug; 52 wks
Two for the Money; alt Sun 9-9:30 pm ; 13 Aug;
11 alt wks
Captain Midnight; Sat 11-11:30 am; 1 Oct; 52
wks
Robin Hood; alt M 7:30-8 pm ; 3 Oct; 52 wks
|ohn
McTigue <3>
Harold S.
Boner 14)
F. E
Troy [41
2. Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
Associated Products. White Plains, for
5-day Deodorant
Crey Adv, NY
NBC 80
Hazel Bishop. NY
Raymond Spector, NY
NBC 85
Bristol-Myers Co. NY. for Bufferin.
Ipana. Vi talis
Y&R, NY
CBS 100
Cencral Foods. White Plains
Benton & Bowles, NY
CBS 78
Cencral Foods, White Plains, for
Instant Maxwell House Coffee
Benton & Bowles. NY
CBS 175
S. C. Johnson & Son. Racine. Wis
Needham. Louis & Brorby.
Chi
CBS 76
P. Lorillard. NY
Lenncn & Newell, NY
CBS 138
National Biscuit Co. NY. cereal div
K&E. NY
ABC
Pet Milk. St. Louis
Cardncr. St. Louis
CBS 93
Prudential Insurance. Newark. NJ
Calkins & Holden. NY
CBS 130
Singer Sewing Machine Co. NY
Y&R. NY
CBS 100
Sterling Drug. NY
Dancer- Fitzgerald -Sample.
NY
ABC 90
Toin Co. Chi
Weiss & Celler. Chi
CBS 159
PROGRAM, time, start, duration
Tony Martin Show; M 7:30-8 pm: 5 Sept; 55-56
This is Your Life; alt W 10-10:30 pm: 28 Sept:
52 wks
Four Star Playhouse; alt Th 9:30-10 pm ; 22 Sept:
52 wks
Pantomime Quiz; F 8-8:30 pm; 29 July; 52 wks;
eff 7 Oct. Mama in slot
December Bride: M 9:30-10 pm; 3 Oct: 55-56
season
Spotlight Playhouse; alt T 9:30-10 pm : 30 Aug
52 wks; eff 27 Sept Red Skelton Show in .lot
Two for the Money; alt Sat 9-9:30 pm : 20 Aj.;
52 wks
Adventures of Rin Tin Tin; F 7:30-8 pm: 9 Sept;
52 wks
Spotlight Playhouse: alt T 9:30-10 pm; 23 Aug:
52 wks: eff 4 Oct. Red Skelton Show in slot
You Are There: alt Sun 6:30-7 pm; 4 Sept: 52
wks
Four Star Playhouse: alt Th 9:30-10 pm: 22 Sept:
52 wks
The Vise: F 9:30-10 pm: 30 Sept: 52 wks
Frankie Laine Time; W 8-8:30 pm; 7 Sept: 40
wks: eff 14 Sept. Arthur Codfrcy & Friends
In next issue: Mete and Renewed on Radio Meticorks: Broadcast Industry Executires;
Vir Firms. \ctc Offices. Changes of Address: Station Changes Other Than Personnel
Shclton
Weeks i3)
Clinton O.
Clark (3)
Richard W.
Hubbell <3)
8 AUGUST 1955
19
8 AUGUST 1955
Xt>tr and renew
John L.
McQuigg (3)
Edward
Simons (3)
Ceorge 6.
Park (3)
John R.
Sheehan (3)
Randolph
McKelvey (3)
Richard ).
Keegan (3)
20
3. Advertising Agency Personnel Changes
NAME
Thos. K. Carpenter ]r.
Clinton 0. Clark
Terence Clyne
Robert Debnam
Fred Folks
Allan J. Ford
Whiting Hall
Niel Heard
Richard W. Hubbell
Harold C. Johnson
Richard J. Keegan
Jack Macheca
Richard H. McCinnis
Randolph McKelvey
John L. McQuigg
John D. McTigue
Dennis J. O'Neill
Ceorge B. Park
John J. H. Phillips
Nellene C. Reis
Thos. D. Richardson
John A. Roth
Ray M. Schocnfeld
John R. Sheehan
Edward C. Simons
Kenneth M. Spence Jr.
Shelton Weeks
Bill Wheeler
FORMER AFFILIATION
NEW AFFILIATION
D'Arcy, NY, copy dir
Ewell Cr Thurber Assoc, Toledo, exec
McCann-Erickson, NY, chmn plans review bd, mgmt
service dir
Van Camp Sea Food Co, LA, adv mgr
KVOO-TV, Tulsa, tv prodr-dir
RCA Victor, Camden, tv div
Ceyer Adv, NY, copywriter
Agency exec
Tv industry, var exec capacities
Schulze Cr Burch Biscuit Co, Chi, mdsg mgr
Bryan Houston, NY, acct exec
D'Arcy, St. Louis, acct exec on Anheuser-Busch
Shell Oil Co, NY, adv dept
Y&R, NY, exec
Lennen Cr Newell, exec vp, mgr Detroit office
NBC, NY, radio net publicity chief
D'Arcy, Cleve, copy dir
Cen Electric, NY, mgr adv Cr sis prom serv
Compton Adv, NY, acct exec
Krupnick Cr Assoc, St. Louis, res asst
SSCB, NY, acct exec
K&E, NY, acct exec
Krupnick & Assoc, St. Louis, media buyer
Cunningham & Walsh, NY, dir r-tv
Ruthrauff & Ryan, NY, vp Cr acct exec
BBDO, NY, acct exec
Cunningham & Walsh, NY, acct exec
Campbell-Mithun, Mpls, acct exec Cr copywriter
Same, vp
Compton,, NY, asst to pres
Same, r-tv dept mgmt supervision
JWT, LA, acct exec
Baran-Walters Adv, Tulsa, acct exec
Benton & Bowles, NY, acct exec
Same, vp
Roy S. Durstine, western dir of mktg
Carlos Franco Assoc, NY, vp, gen mgr
Earle Ludgin Cr Co, Chi, asst mdsg dir
Same, vp & acct supvr
Same, vp
BBDO, NY, acct exec on Ethyl Corp
Same, vp & acct supvr
JWT, mgr Detroit office
R. F. O'Leary Jr. & Assoc,
Same, vp
McCann-Erickson, NY, vp
Sept)
Benton & Bowles, NY, acct exec
Same, mkt res mgr
BBDO, NY, acct exec
Roy S. Durstine, NY, acct exec
Same, media mgr
Same, vp
Lennen Cr Newell, NY, vp & acct supvr
Erwin, Wasey, NY, acct exec on Texas Co
Same, vp
Knox Reeves, Mpls, acct exec
NY, asst to the pres
Cr sr mktg exec d
4. Sponsor Personnel Changes
NAME FORMER AFFILIATION
Cene Biron
Harold S. Boxer
Jack Copher
Anthony J. De Fino
Frank S. Drake
Robert S. Herzog
Andiew Hislop
C. P. Karle Jr.
Samuel D. Morgan
Milton C. Mumford
Albert Pawlick
A. L. ("Bill") Poweil
J. A. Rishel Jr.
F. E. Troy
Ed Wolfe
Dave Young
NEW AFFILIATION
Pabst Brewing, Chi, sis prom exec
Westinghouse Elec Corp, Metuchen, NJ, adv, sis prom
mgr tv-r div
Armour Cr Co, Chi, regl sis mgr, asst brand mgr Dial Soap
Fedders-Quigan Corp, Buffalo, vp, gen mgr
Cen Mills, O-Cel-0 Div, dir adv & mdsg
Lester L. Jacobs, NY, exec
Adolphs, Ltd, LA, natl sis mgr
Sheaffer Pen, Fort Madison, la, supvr Fineline adv
Office of Synthetic Rubber. Wash, DC, chief of sis div
Lever Brothers, NY, vp, dir
JWT, Chi, asst acct exec
Pillsbury Mills, Mpls, asst dir pub rels
Amana Refrig, Amana, la, special rep
Sheaffer Pen, Fort Madison, la, hd Fineline sis div
Toni Co, Chi, sis, sis prom depts
Stokely-Van Camp, Mt. Vernon, Wash, office sis supvr
Same, exec dir sis prom & export sales
Fedders-Quigan Corp, Buffalo, adv, sis prom
Toni, Chi, adv brand mgr Pamper Liquid Shamp
Same, vp chg sis
Same, dir sis & mdsg, O-Cel-0
Lady Esther, NY, asst adv mgr
Tasti-Diet Div, Flotill Prods, gen sis mgr, hq
Stockton, Cal
Same, asst adv mgr
B. F. Goodrich, NY, mgr sis oper Coodrich-Culf
chemicals
Same, exec vp
Toni, Chi, adv brand mgr Bobbi Pin-Curl Perm
Same, dir pub rels
Same, gen sis mgr
Same, gen sis mgr
Same, adv brand mgr White Rain Lotion Shampo
Same, adv mgr frozen fd div
5. New Agency Appointments
SPONSOR
PRODUCT (or service)
Anheuser Busch, St Louis
Busch Bavarian beer
Clairol Inc. NY
Clairol hair preps
Continental Illinois Natl Bank and
TrL
St
Co, Chi
Bank advertising
Crosley and Bcndix Home Appliances,
Avco Mfg Corp, Cinci
D
iv of
Crosley radio, tv receivers
Enosil Chemical Co, Oakland, Cal
Protex floor and furniture wax prods
Crove Labs, St. Louis
New product
Hamilton Watch Co, Lancaster, Pa
Watches
Dr. LeCcar Medicine Co, St. Louis
Stock, poultry and dog remedies
Rhodes Pharmacal Co, NY
Imdrin, Zestin, Tryptacin, sleep tablets,
other products
F. C. Russell Co, Cleve
Rusco, Thermoseal windows, doors
AGENCY
Cardner Adv. St Louis
Foote, Cone Cr Belding, NY
Earle Ludgin, Chi
Compton, NY
Bernard B. Schnitzer, SF
Harry B. Cohen Adv, NY
N. W. Ayer, Phila (eff 1 Jan '56
Rutledge & Lilienfeld, St. Louis
Carlos Franco Assoc, NY (as mktg
res consultants)
McCann-Erickson, Cleve
SPONSOR
The facts
behind WHO-TV!
w,
' E could write a book about the facts behind WHO-TV —
but from an advertising view point, it boils down to this.
As of March, 1954, the Iowa Radio-Television Audience Survey
showed that 56 out of every 100 Iowa families owned
television sets. Today we estimate that WHO-TV's coverage
area in Central Iowa has well over 300,000 television sets —
viewed by 566,300 city people, 545,100 rural people.
Ask your Free & Peters Colonel for all the WHO-TV facts.
WHO-TV
HO -TV
[HO -TV
O-TV
O-TV
-TV
1
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer. President
P. A. Loyet. Resident Manager
Free & Peters, Int.
Sational Represenlalit es
5P
AH.Iiate
8 AUGUST 1955
21
Roger Bumstead — Media Director. David J. Mahoney. In
Bob Howard — Radio Salesman, i\BC Spot Sal
Martin Kilieen — Vice President in Charge oj Sales, White Rock Cor
Alfred Y. Morgan — President, White Rock Cor
David J. Mahoney — President, David J. Mahoney, In
Cal J. McCarthy, Jr. — J ice President & Account Executive, David J. Mahoney, In
Sal Sottile — Sales Promotion Manager, White Rock Cort
WHITE ROCK AND ITS AGENCY,
DAVID J. MAHONEY, INC., ARE SOLD ON SPOT
AS A BASIC ADVERTISING MEDIUM
"3
To win an increased share of the peak warm weather
beverage market, White Rock puts more than 50% of its
advertising budget into Spot Radio.
On stations represented by NBC Spot Sales, additional sales
impact is gained through all-out merchandising support . . .
including powerful "Chain Lightning" displays in over
1,200 New York super markets.
Complete flexibility, your sales messages delivered where
and when you require, is one reason Spot can sell for you on
the stations represented by NBC Spot Sales ... in eleven
major markets accounting for 45% of the nation's retail sales.
More advertisers are Sold on Spot because more customers
are Sold on Spot . . . and some spots are better than others!
NBClSPOT SALES
30 Rockefeller Plaza, New York 20, N. Y.
Chicago Detroit Cleveland Washington San Francisco
Los Angeles Charlotte* Atlanta* Dallas*
*Bomar Lonrance Associates
Representing RADIO STATIONS wpkao Ck.tjjo KNBC Sm fwcr ksd S Loan
WRC Wutkufl i. P. C. WTAM CltVtltad WAVE Louillillf KCU // -. lain WRCA •<-.
and the NBC Western Radio Network
Representing TELEVISION STATIONS ksd tv Si i wrc-tv I . ■-. lingtom, D. C
MrMBK I .■••.';-.•' KPTV I n ■.:-. ! ,Ort. WAVE-TV/ linillt WRGB- icHtCUdj — Albany — Troy
KONA-TV Honolulu WRCA-TV Wra York WNBQ I UCaf KRCA l. ■ fllfefcj
CAPITAL TYPES #7
THE BUDGET WATCHDOG
Grunts when he slashes
appropriations (with a
short diagonal pencil
stroke). Girls in the of-
fice find him lovable.
Rumored to be a Big Man
around the poolroom.
Advertisers in Washing-
ton who keep a watchful
eye on their own budgets
depend on WTOP Radio for
(1) the largest average
share of audience (2) the
most quarter-hour wins
(3) Washington's most pop-
ular local personalities
and (4) ten times the
power of any other radio
station. No matter what
the size of your budget,
you can count on capital
sales results from the
Capital's top station.
WTOP RADIO
Represented by CBS Radio Spot Sales
Larry Maclc looks over Janis Paige, decides actress doesn't need Slendere
Lawrence L. Mack
President
Slenderella International, New York
In the few short years since Larry Mack, president of Slenderella,
had a tahle built that allows women to slenderize without taking
off their clothes, Mack's Slenderella salons have grown into a $12
million a year business.
"The medium that helped our growth more than any other is
radio," says Mack. This year he intends to put some $600,000 out
of his $1 million budget into radio to promote his 75 Slenderella
salons throughout the country.
Mack is adding salons at the rate of three a month, expects to
further increase his revenue through a system of licensing everything
from low-calorie foods to clothing. He expects to more than double
his advertising budget for 1956.
"Our advertising philosophy has remained constant." says he.
"We continue using a high frequency of early-morning d.j. partici-
pations on radio. Local male personalities deliver our commercials
in their own style from the fact sheets our agency, Management
Associates of Connecticut, provides. Let's face it — when it's a ques-
tion of looks, men listen to women and women listen to men."
Last June Mack translated this same approach into tv on a test
basis, with a series of film commercials produced by Sarra. While
the video shows girls in various situations going through basic
dance movements, the voice-over is a man's. These commercials
were tested on KTTV and KNX-TV, Los Angeles and WRCA-TV,
New York, at a frequency of 12 minutes weekly per station.
"The results convinced us that we cannot ignore tv." says Mack.
He is now scouting around for a five-a-week daytime half-hour net-
work tv show to sponsor eventually, expects that tv will account for
some 30% of his total budget by end of 1955.
"The problem in the slenderizing business to date has been one
of lack of prestige." says Mack. "We're trying to do two jobs be-
vond direct sales with our advertising: 111 to make reducing 'social-
ly acceptable'; (2) to make Slenderella a generic term for such
socially acceptable reducing."
When not dealing in female inches and poundage. Mack can be
found motor boating somewhere close to his Stamford. Conn., home,
with his wife and two kids. * • *
24
SPONSOR
Channel 5 leads all Nash-
ville in share of television
audience growth. For
availabilities, check The
Katz Agency, our na-
tional representatives.
greater
Nashville
watches mm
channel ■%
— -u
the ^ f station for 62 Tennessee and Kentucky
counties- a billion dollar market reached by Nashville's
highest towered, maximum powered station. Tn addition
to complete Nashville coverage, WLAC-TV delivers a
consistently clear signal to an area that's "fringe" to
others, "basic fabric" to channel 5. This exclusive
WLAC-TV bonus area contains a1 leasl 13,000 families
with tv sets, bringing our total a to a potential
quarter million families.
■
WLAC-TV
wmmmmmWmWmmm
100,000 watts • channel 5
CB< Basic Affiliate
Nashi tile, Tenn.
For avaitabitities, cheek our national rep*, The Kati tgency.
AUGUST 1955
25
IMPORTANT
FACTS
BALTIMORE has the large*' ^4
t. hat plan. In the world.
• • •
Baltimore's FIRST
TELEVISION STATION
FIRST ON AIR-October 27, 1947
FIRST WITH VIEWING AUDIENCE-
231 Quarter-hour Firsts*
FIRST WITH SUPER POWER-
July 26, 1953
FIRST WITH COLOR-
December 30, 1953
FIRST WITH REMOTE PICKUPS-
2469 (as of July 14, 1955)
*Based on June 4-10, 1955 A.R.B. Survey
The Baltimore fads shown herein
are published with the consent ot
Miller Brothers, Baltimore's nation-
ally famous restaurant.
SUNPAPERS TELEVISION, BALTIMORE, MO.
Represented by THE KATZ AGENCY, Inc.
New York. Detroit, Kansas City, San Francisco,
Chicago, Atlanta, Dallas, Los Angeles
by Joe Csida
Brief!}/ needed: air conditioning for tv studios
Mitch Ayres, conductor and musical director for the Julius
LaRosa Tv Top Tunes show (CBS TV, Saturday, 10:00-
10:30 p.m.), reached for the large hath towel on his music
rack and mopped the moisture from his head, neck, chest
and arms. The boys in the band imitated his gestures with
handkerchieves. On the floor most of the crew members looked
enviously at the boy on Camera One, who had had the good
judgment to come to the studio in shorts. Eddy Arnold and
Priscilla Wright, the two guests on the show, dripped through
their first music rehearsals. And Julius, himself, seemed
wan and haggard, and one wondered how he would ever rev
up the personality necessary to carry off the show, as it
should run.
It was 11:30 on Saturday morning, and CBS Television
Studio 61, up on 76th Street and First Avenue was one huge
oven. Between the heat created by the blazing sun outside,
the oppressive humidity and the batteries of lights inside
the studios it seemed to me a tossup whether all vital parties
would still be alive by the 10:00 p.m. showtime. Of course
they were, and the show, under the able ministration- of
producer Lee Cooley, came off excellently.
A week previous I had sweated through the filming of a
TVR Frank Luther was making for a network show in an-
other CBS studio. CBS, I hasten to add, does not have a
monopoly on blast-furnace type studios. Any worker in tv
will recall, particularly through the last two or three weeks
here in New York, moments and hours when it just seemed
impossible to turn in the job required, or indeed even to
survive the heat.
I do not bring this up merely to add to the moaning and
wailing over the hot spell. I take it up here because I think
it remarkable that in an industry such as tv, which is funda-
mentally nothing more nor less than an electronic miracle of
the first order, the scientific and engineering brains have not
yet been able to (or possibly haven't had time to) find a
solution to the hellish working conditions in studios during
the summer. I take up this sponsor space on the matter be-
cause I feel that the present situation is costing networks,
advertisers and agencies untold and unnecessarily spent thou-
sands and thousands of dollars. Neither technical crews, nor
performers, nor producers, nor directors can do their jobs
(Please turn to page 76)
26
SPONSOR
PUT MINE ON
KSIA
CHANNEL 12-SHREVEPORT ' 'mxf
=■■
to win with FULL
•-.l 6,000 WATTS POWER coming
in early fall. Maximum coverage
of the Ark-La-Tex from
Louisiana's tallest tower!
to place advertising at
Shreveport's LOWEST TV
COST PER 1,000 because
LOW 1955 rates are in effect
for established clients HALF-
WAY THROUGH 1956!
Show adjacent to
CBS-ABC and established local
programs . . . backed by the
19 months experience of
Shreveport's FIRST TV
station.
Let your
Raymer Man
you on the
inside track!
SHREVEPORT
LA.
FULL POWER COVERAGE
PAUL H. RAYMER CO., INC.
8 AUGUST 1955
NATIONAL
REPRESENTATIVES
27
FROM MCA-TV FILM SYNDICATE
is?
LLOYD C. DOUGLAI
d quality fall programming
HOUR-LONG FEATURES
Hand picked, top budget Republic Pictures
Corporation feature dims (53 min , 20 sec.)
starring Gene Autry and a cast of top supporting
players. Immediately available for local or
regional sponsorship.
HOUR-LONG FEATURES
Republic Pictures Corporation high budget
productions (53 mm , 20 sec.) starring Roy Rogers
and featuring a well-known supporting cast.
Immediately available for local or regional
sponsorship.
HALF-HOUR FILMS
A brilliant new series of dramas taken from the
best seller by Lloyd C. Douglas, internationally
famed author of "Magnificent Obsession" and
"The Robe." Immediately available for local
or regional sponsorship.
HALF-HOUR FILMS
First-run in over 100 markets. Hilarious comedies
featuring Ray Milland, one of America's most
popular actors. Sponsored for two straight years
by General Electric. Immediately available for
local or regional sponsorship.
SOW FOR EVERY PRODUCT ... EVERY MARK ET ... EVER Y BUDGET!
AMERICA'S NO. 1 DISTRIBUTOR OF TELEVISION FILM PROGRAMS
* ff
ftfaSty/tdcafo
' -bardo and His Royal Canadians • Mayor of the Town • Man Behind the Badge •
* ont • The lone Wolf • Abbott and Costello • Where Were You? • Famous Playhouse
I of the Family • Space Ranger • City Detective • Heart of the City • Biff Baker, U.S.A. • Curtain Coll • Follow That Han • Hollywood
•It • I'm The law • Playhouse 15 • Royal Playhouse and Counterpoint • Soldiers of Fortune • Telesports Digest • Touchdown •
In Los Angeles...
TV FANS ARE
MOVIE FANS
For your product story to reach
America's second largest TV market,
KHJ-TV presents two outstanding pro-
grams of all new "first time on TV"
feature motion pictures, each pro-
gramming the same big-name film
six straight days each week.
Specifically,..
KHJ-TV
MOVIE FANS
A special American Research Bureau
23.8% survey (Mar. '55) revealed. ..77.7% of
■ Z all Los Angeles TV set owners watch movies
" on television. These people were asked,
"Which Los Angeles
television station
presents the
best movies?"
40.2
/o
□!
- 1 1 .4%
9.4%
03=
HZ 5.6% 5.1%
' = 2.0%
HEHiQihQE
Check your KHJ-TV salesman or H-R Television representative now for
details on participating sponsorships available on KHJ-TV's award winning
"Channel 9 Movie Theatre" and the new "Adventure Movie Theatre"
Winner of 1954 Los Angeles
TV Academy Award for
Best Entertainment Program
Channel 9
Movie Theatre
"The Greatest Motion Pictures
Ever Seen On Television"
Returns September 12th
All new, all great features starring
Ingrid Bergman, Claudette Colbert,
Gary Cooper, John Garfield,
Charles Laughton, Fred MacMurray,
Edward G. Robinson, Joan Bennett,
Dinah Shore, James Stewart, Loretta Young
and dozens more.
Scheduled six times weekly —
9:00 pm to conclusion.
The format that made all
Los Angeles movie fans . . . KHJ-TV fans!
Adventure
Movie Theatre
"Trie New Program
With Family Appeal"
123 Republic Studios feature pictures
starring
America's two greatest movie heroes —
GENE AUTRY and ROY ROGERS
six times weekly — 7:00 to 8:00 pm
Starts August 29th
KHJ-TV
LOS AHCHtS, CAUfOtHIA
30
SPONSOR
B AUGUST 1935
1Q1C From the start, Hollyw 1 publicists
have vied for "free" film promotions
1955 's '" ■' '""^'r i"' " ■'"'•Hi'- iii'"';ini >"Mic t iii.- inci.-i\. "Mnr \n. ii
in Movieland" stunl covered nation with free I niversal
Should Hollywood get it for free?
Movie 'trailers" on network tv can elieapen medium, many admen warn
mij ach uivk this fall, some To million
"home commercial impressions" will
be made via network television 1>\ Hol-
lywood's major studios. \nd the "sell-
ing"- of new movies will be done at
trifling expense to Hollywood.
About 40 million of these home im-
pressions. 1>\ sponsor's conservative
estimate, will come through the stead-
ily burgeoning number ol network t\
programs produced direct!) bj the !>iii
film makers for major sponsors.
In virtually ever) case, these shows
have set aside a segment to be used as
a "trailer" for other, non-tv films.
Often. tlu> segment will be as long — or
longer — than the program's commer-
cials for the regular advertiser.
Last \ear. there was one such show
on the networks Disneyland. This
\ear. there will be four more, involv-
8 AUGUST 1955
by Charles Sinclair
ing a second Disnej -how. Mickey
House Club, and programs from War-
ner Brother-. M-G-M and 20th Cen-
tury-Fox. Similar programs with Co-
lumbia Pictures and I niversal are in
the discussion Stage. Still more are un-
der wraps. \ll have movie "plugs."
\n additional 30 million home ini-
pressions each week will probabl) be
garnered from another source the
"free tie-up with an existing show.
1 he-e include now-standard movie ex-
ploitation stunts like the full-program
"salute to a new movie 1 1 Jodfrej -
"|ne\ icw " ol "Strategic \ir ( !om-
mand"' or the F.d Sullivan "salutes").
Illllllllllllllll
problem
The network- and advertisers who
bought the llollvw 1 -hew- are en-
thusiastic but storm warnings are al-
ready being hoisted.
Tv critics from John Crosb) and
// (riiiili' to \i<k Kennj — have
panned a numbei ol re ent t\ -Holl) -
wood tieups (notabl) lUen in Movie-
land) as being "straight commercials"
and "a violation of the industry's own
i ode. \dmen in agencies and client
offices are beginning to ask "\\ ill these
movie tieups build t\ audiences? Or
will the) entice audiences b) the mil-
lion- into movie theatres and awa)
from tv? \ml. moreover, will this
season's 'trailers for movies come up
to the high level set b) Disney? Or
will the\ pall on the public and pla)
\r\,-\ i-ion for a sucker .'
31
1. Sullivan opened the door: December 1952 salute to
Sam Golchvyn broke the tv-Hollywood barrier, started present cycle
of all-out movie exploitation and "free rides'" on network tv shows
2. Trailers began with Disney: First studio to make
major network tieup was Disney. Four "majors" are now in tv act.
Portion of shows is reserved for "trailers" as part-price for big names
The movie "angle": Back in 1952,
20th Century-Fox president Spyros
Skouras stated that tv was "the nat-
ural enemy of the motion picture in-
dustry ." This attitude pretty well
summed up the general Hollywood
view.
Today the attitude has mellowed,
but it hasn't really changed — at least,
not as long as the major studios make
the bulk of their revenue from theatri-
cal showings.
The movie majors do plenty of ad-
vertising, for example, but it's mostly
in print. There isn't one single net-
work tv show sponsored by a major
picture firm although spot tv has been
used sparingly — and successfully.
Why the rush to tie up with tv pro-
graming?
The answer brings up one of the
chief objections admen are currently
raising to the movie studio beachhead
in t\ .
The Hollywood majors follow Niel-
sen ratings and Trendex figures with
the thoroughness of a P&G. They keep
close tabs on program and personnel
changes. They follow tv program price
trends like Wall Streeters following
the market reports.
But. except for Hollywood produc-
ers who turn out footage basically for
tv showing only, movie companies see
television as a top-notch exploitation,
not advertising, medium for them-
selves. Tv is great — if it's free.
The filmdom moguls make no secret
of their promotional approach to tv.
Said Loew's Inc. (M-G-M) president
Nicholas Schenck recenth :
"Here at M-G-M we have made a
study of tv and have in mind the point-
of-view of motion picture exhibitors.
We are now evolving a program which
will be good popular entertainment
and will serve the mutual interest of
our customers and ourselves. A por-
tion of our M-G-M Parade will be de-
voted to information about the studio's
forthcoming pictures to be played ex-
clusive!) in motion picture theatres."
Vanishing frontiers: Questions
about the possible long-range effects
of tv's new "trailer pattern" are being
raised at a time when the teaming of
Hollywood and television has arrived
with sudden fury.
Just five years ago, the line between
Hollvwood's major studios, with their
talent pool and feature backlogs, and
big-time television, the competitor, was
as sharply drawn as the Iron Curtain.
Today, as part of tv's growing tieups
with every form of show business, the
line has become as diffused as the Los
\ngeles City Limits. For example:
• Movies-into-tv: The fall crop of
studio-produced shows are Hollywood's
latest tv marriage. But the romance
isn't brand-new. Disneyland, now in
its second season, has been a huge
success as an audience-builder for it~
sponsors" commercials and as an ex-
ploitation medium for Disney's theatri-
cal showings of "Davy Crockett" and
"Twenty Thousand Leagues." Colum-
bia Pictures. throush subsidiary
32
SPONSOR
'.I. Now Hollywood tivts 70 mi 1 1 inn weekly Impressions:
rhxougfa regular -how- and program lieups, such .1- Colgate "preview" "l
lack \\ ebb's "Pete Kelly's Blues,'1 movies receive huge amount "I cross-plugs
Screen Gems, has become one of i\ -
top suppliers of film programing. Re-
public Pictures ha~ a bustling t\ sub-
sidiary. Paramount, which owns
KTLA. has an interest in \<<rk Pro-
ductions, which packages Colgate Va-
riety Hour. \ number of top indepen-
dent producers are in t\ and feature
movies almost interchangeably : a good
example is Joe Kaufman, who shot a
I.on^ John Silver feature Elm and t\
sei i - simultaneous!) .
• Tv-into-movies; Broadcasters and
t\ film firm- are moving in on the
movies, including theatrical distribu-
tion. General Teleradio made head-
lines last month when it acquired con-
trol ol Howard Hughes' KM) Radio
Pictures Inc. GTs Tom O'Neil is now
in a position to make movies for t\
and theatre-, and to sell RKO's big
picture backlog to either or both. CBS
TV is working out a $3,000,000 deal
with Orson Welles to make 90-minute
color movies in Europe for t\ show-
ing and later theatrical distribution.
NBC T\ ha- -truck up a $700,000 deal
for the "tir-t run"' rights to "Constant
Husband" and "Richard III" as net-
work spectaculars, and to be involved
in later theatrical "second runs." ABC
I \ has a financial interest in the new
Disneyland imusement park. Tv film
makei Shi Idon Re) nolds u ill -I t .1
feature version of hi- / on > . n Inn
-• r 1. ■-. Man) more deals are in the
Uolk-.
• l<il<nt merry-go-round \ Vctors,
m t iters, direx tors and others in the
"talent held now cross and re-cross
the HolK w ood hound. 11 v M ith tin ■
..I • 1 ossing the street. I )esi \i naz and
I.ik ille Ball ha\ e n feature
film, have jusl wrapped up another.
vo has Jack Webb, who. made fea-
tures of In- Dragnet and Pete Kelly
series. Stars like David Niven, Dick
Powell, Ida Lupino, Charles B<
Ella Raines and man) others have
Formed their own i\ film production
units. \t the same time, h talenl
and propei ties from George I lobel
• signed to pla) in a remake of "I be
I adj Eve" ' and Padd) I hayefsk) '-
Mm i\ (curr< nib a box offi< <• hit in
it- feature film \ ei sion < are I"-' oming
II ajoi feature film draws.
It - against this background w here
both television and the feature movie
industry are dealing from a position
of real strength and each i- supple-
menting the other thai the new ques-
tion of HolK uood'- "trailers" on t\
i- being raised.
0b\ iousl) . the major studios are in
a position to demand- and »et- pic-
ture credits and plugs as part of the
price t\ inu-i pa) for the marquee
\alue of HolK wood names.
Ob\ iousl) . w ith t\ '- d) namic impa< t
on the American public a proved fa< t.
studios must be on theii toes.
\nd. t\ has grown it- own crop of
star names and top producers who
would love to see the Hollywood new-
comers fall on their face. Hollywood
has no de-ire to do so.
(Please turn to page 1 < '2 1
Familiar movie formula of planting guesl star in exchangi for movie credits has been brought
in new high polish on iv, as in Marilyn Monroe's \i-it lo CBS TV's "Person to Pers
8 AUCUST 1955
33
Madame
Rubin-hiii
Madame Rubinstein m
With an estimated $1,400,000 now going into spot televiw
I he tall dark-haired beaut) ro^e
from the night club table. Her sur-
prised companions followed her shape-
ly figure as she made her way regally
across the floor to the handstand. The
hearing and sinuous grace which had
made her a popular model seemed
heightened by that self-conscious dig-
nit) which often only disguises the in-
ebriates effort at self-control.
She stopped before the grinning
band, her hips swaying suggestively to
the music. Casually she beckoned for
a trumpet — it was handed to her. Ten-
tatively, she put the instrument to her
lips. In a moment the scene was trans-
formed, as the proud brunette tore
madlv into a wild jam session.
This was one of the high moments
of the British film Genevieve, which
recounted the comic exploits of lovers
of ancient motor cars. Among those
impressed with the effect achieved was
the tv head of a New York agency .
It drove home a lesson, which he ex-
presses in these words:
"It's lovely to see a lovely girl, but
it's more memorable to see her doing
something unusual. "
The scene impressed Howard Con-
nell of Ogilvy, Benson & Mather
enough to spark one of the most un-
usual tv commercials yet made, the
new Helena Rubinstein Color-Tone
Shampoo production which will begin
its national spot run next month.
Even in its unfinished work-print
stage, the commercial gives promise of
creating discussion in ad circles. It
features five pretty Rubinstein girls,
one for each hair shade. Each girl
plays a musical instrument during her
appearance. In the background the
distorted shadow of a man on a screen
plays the same instrument in a symbol-
ic male counterpoint.
The Rubinstein commercial comes
out of an agency which in its brief
existence has caught the eye of Madi-
son Avenue with off-beat copy slants,
among them the Man in the Hatha-
uav Shirt and the bearded representa-
tive of Schweppes Quinine Water,
Commander Whitehead. But where
these were print-conceived, the latest
agencv creation is a tv conception all
the way.
Appropriateh enough, tv gets the
major chunk of the ad budget.
sponsor estimates the firm will
spend about Sl.400.000 on spot
this vear. Spot tv offers Helena Ru-
binstein the chance to match coverage
Lavish shampoo commercial strives for aura of elegance and class,
cost $9,000-$10.000 to produce, sponsor estimates. Giant bottles,
before which top models gyrate, are largest pieces of plexiglass
ever manufactured, cost S200 each. Music track cost about $2,500
audience with class I v approach
I'hfptic** firm spares no expense to strike ri^hi note oft' «'I«'u;iii«m' in c*oiiiiii«»r<*ials
P
wiili distribution; hei market is
maril) the metropolitan area.
\ml the demonstration aspet i ol the
medium make- ii ideal for this cos-
metics line, according to agenc) a<
count executive Mrs. Eleanoi Dean.
\- with the Rubinstein products,
there is an effort t" develop a quality
connotation for the commercials. Nei-
ther client nor agencj i- basicall) < <>n-
cerned with economy, on the grounds
thai the final result you seek is too
important to jeopardize l>\ settling for
second best. I hi- does not, of course,
mean that extravagance should 1"' the
rule, l>ul that high cosl should nol
-land in the wa\ of perfection.
I ir example, the Color-Tone Sham-
poo commercial now running, featur-
ing the giant bottles, cost 19,000 to
produce. In the sound-track alone
$2,500 was invested.
Il<>\\ far imi-t \ou go to gel what
you want? According to agenc) tv
head Howard Connell till you get it.
I In- story-board called for bubbles, a
symbol of the light and frothy. Stand-
ard bubble-producing methods some-
how did not give the desired effect.
Someone retailed seeing a bubble ma-
chine in operation during Macy's an-
nual Easter Parade on Fifth Avenue.
Mat \ - was asked to check records,
found that it hail rented the machine
from a New Jersej inventor.
I hat New Jersev man was located
and two machines were rented for the
production I see picture at right).
The storj -hoard railed for the use
ot six-foot bottles. But no such were
available, nor could the) he made ii|>
h\ standard prop sources. Finally, the
corporation which makes most of the
plexiglass in the I nited States, was
given an order for five giant bottles
at a cost of $200 per. The company
reports that the six-foot bottle repre-
sents the largest piece of plexiglass
ever made in this country.
So finicky is the agent \ that it
claims to supply most of the props
directly rather than rely on the film
producer or other outside sources.
For the opening shot Connell want-
8 AUGUST 1955
etl a gurgling fountain. <H fountains
there is plent) of -t"1 k footage, but
none satisfied. \\ here <\>> you find a
fountain to hi youi feeling foi mood
and line? \ long search was institut-
ed. It was found, and photographed.
How the client feels about the ex-
pense ol -lit h efforts is revealed b)
this -tin j "I her rea< tion to a stoi j -
hoard. Madame Rubinstein, nol feel-
ing well at the time, received the agen-
• \ contingent in the bed m "I hei
three-stor) Park Vvenue apartment.
I he story-board was spread a* ross the
bed ami she perused it with obvious
pleasure. She looked up at the agen
C) man and said: "\\ In dun t you put
something about Paris in it? It would
be nice. "
The agenc) man explained that the
time ol the commercial could not I e
permitted to exceed a minute. Before
accepting the inevitable Madame Ru-
binstein grinned and said: "Bu) a lit-
tle extra time. Don't worry, I'll pa)
for it."
But i> the effort and expense worth
it'.'' Doe- it make am difference if the
fountain is ju-l so, or if the bubbles
are of a slight!) different character?
\fter all. the shots are on the t\ screen
■ nl) momentaril) .
It i- a Connell conviction that the
detail i- everything. <>nl\ when all the
SO-called detail- are right, he main-
tain-, do \ou achieve the desired lool
and sound, "These are almosl as im-
portant as the sales message," he sa\-.
"1 mi can't divorce one from the
other.'"
Impressive sale- results hack up this
attitude. In a number of market- the
( olor- Tone Shampoo t\ commercial has
' Please turn to page 99)
I misuiil action makes you remember five
beauties in qct shamp lommercia] as
■ .nil plays different musical instrument
titration to detail 1- ki > to total effect;
search for bubble machine was Inn::, finally
located in New Jersej .it home "f inventor
Holh noixl M-n/r i- duplicated if i
sary, as in opening shot, which required
use of specially buill gig .it right
35
:
ABC
CBS
Flexibility provisions
lAnenp flcvibilif ;/: No must-buy requirements. A
\ariii\ of Btate and regional networks are available, such
as 17 stations in Nev, York or California, 26 in New Eng-
land, In in Minnesota-Iowa region, 18 in Montana-ldaho-
Wyoniing-O'lorado region. Client does not have lo buy
all staling in regional lineups.
Segmented programing: Minute announcements
available in such -hows as "When a Cirl Marries*' during
the day and "Benson's Hideaway" at night. Also offering
half of 15-minute shows with 90 seconds of commercial.
Martin Block available in quarter hours. Single days of
15-minute strips can also be bought.
Fire-iiiintilc* shows: A number of five-minute shows
are available in various-sized packages at night, during the
day, during weekends. A nighttime group can be bought
in packages of 10, 15, 20 or 25 shows with discounts pro-
vided for frequency. Web will sell these and other five-
minute news shows on the hour and half-hour.
Cut-ins: No charge, except for AFTRA fees.
Flexibility prttvislons
Lineup flexibility: Two plans are offered. The Stand-
ard Facilities Plan requires the advertiser to buy the basic
network "plus such other stations as are required to com-
pose a network satisfactory to CBS Radio." These re-
quirements differ according to time periods. Under ihe
Selective Facilities Plan advertisers may buy any lineup
of stations "acceptable to CBS Radio" without sectional
or quantity group requirements. However, the program
must be made available to the full network and CBS can
Bell stations not bought to non-competitive products.
Segmented programing: Minute announcements
available in "Disk Derby" and "Tennessee Ernie." Six-
minute program segments of "Amos V Andy Music Hall"
and 15 minutes of Author Godfrey are sold. Web is selling
shared sponsorship in some 15-minute strips with 90 sec-
onds of commercial. Single days of some 15-minute strips
can be bought.
Five-minute shows: Network will tailor five-minute
strips where they can be fitted in.
Cut-ins: Station charge in addition to AFTRA fees.
Are yon up on all the ways you
can buy net radio?
Short lineups, short shows,
segments, eut-ins are among them
>^ ure, you know radio networks are
flexible, but do you know what you
can do with them?
If you were planning a campaign to
spark sales action in weak markets,
would you know how selective you can
be in choosing stations?
If you wanted to buy a saturation
campaign, and you wanted to scatter
your shots as widely as possible, would
you know to what extent you could
buy less-than-whole programs and thus
get maximum dispersion?
The answers to these and many oth-
er questions on web flexibility are by
no means the same at all networks. As
36
a matter of fact, the increasing flexi-
bility of network radio has made buy-
ing it a wee bit complicated in recent
years. Network radio used to Lc lair-
ly rigid, so far as buying patterns
went, but, at least, they had the virtue
of simplicity. Today, the network bu\-
er must familiarize himself with a va-
riety of buying possibilities. The com-
binations and permutations possible in
reaching network radio audiences are
seemingly endless, but you can't know
which ones are best unless you know
what you can do. In this story. SPON-
SOR presents some of the highlights of
network flexibility.
The flexibility of network radio has
made it more competitive with other
media. For network radio now has the
look of a national medium with the
utility of a local one. This means it is
competitive with newspapers as well
as magazines. It can saturate the en-
tire country with messages about the
virtues of Calabash soap, while at the
same time I and during the same pro-
gram) remind Amarillo. Texas, that
Calabash detergent is best in hard-
water areas.
Some of the new radio network buys
are good illustrations of the various
facets of network flexibility and show
SPONSOR
which waj the wind i- blowing. I "i
example:
• General Foods has started .1 cam-
11 for Instant Swansdown cake
mixes, li is on foi eight weeks on
■round 50 CBS Radio outlets. J Mi
has bought for it- client part "I seven
daytime soap operas. Not onlj has
( BS sold less than the full strip 1 GF
bought either two or three days of
each) l»nt the web sliced the soapers
borizontall) so that GF has ball ol
each 15-minute period. The sponsor,
in other words, bought If! 7%-minute
segments. Las) year a deal like tin- on
1 BS Radio would have been improb-
able; two years ago it would have been
impossible; three years ago it would
have been incredible.
• Brown S Williamson recentl)
signed up on NBC for six five-minute
newscasts plus one daj (Tuesday) of
the Fibber \dcGee and Mulls strip (two
of the newscasts pi us the Fibber Mc-
Gee sponsorship were renewals). The
newscasts are scattered all over the
weekda) nighttime map, are on every
ila\ except Tuesday. B&W bought
Kenneth Banghart at 10:15 Monday,
8:55 Wednesdaj and 9:00 Thursday,
bought Huh Wilson on 10:l.i Wednes-
day . 9:55 I hursdaj and 9:55 Friday.
I In- -1 atter bu) ing i- t\ pica! of the
wa) network radio 1- bought and it^
Rexibilit) these days.
Network flexibility can be dii ided
into five categoi ies; I 1 I the flexibility
in lineups, with must-buj lineups pret-
i\ 1 1 1 u< h .1 thing "I the past, I 2 I the
flexibility of segmented programing,
allowing sponsors i" bu) parts of
shows, and different-sized parts at that,
(3) the flexibility of different-sized
announcements, permitting the Bponsor
to c hoose the length most BUited to hi-
product, 1 1 1 the flexibilitj of short-
term and sea-onal buying, with the old
13-week cycle no longer a require-
ment, and (5) the flexibilitj of cut-ins,
which permits advertisers to use differ-
ent commercials at the same time. Ex-
cept for cut-ins, all these flexibilities
are recent developments.
Let's take them in order.
lineup flexibility: You can have
almost an) kind of network you want
these days. In it- presentation, "New
Pattern-." CHS Radio illustrates what
it can provide.
\nio<o. which sells onlv in the east
has two I .1-1 ( oasl lineups, whi< h
don't go anj farther west than I loi ida.
I he In m buys three out ol fivi
hlu mil R, \furrou and the Sews. It
has also bought for the summer < one-
houi Sunday show, Rhythm <>n tin-
Road, aimed it motoi 1-1-. I his one-
hour purchase, like that "I " oolworlh
Ihiiu. i- unconventional buying on net-
work radio these daj -.
Vnother example is Corn Products,
w hi' h bought " end) II arren ■
Bouthei n lineup 1 tinning li om \ ii ginia
to Texas. Corn Products has five min-
utes, Mondaj through I 1 idaj . on
// cutis If 111 nil. .1 15-minute -how.
Ilaiiiin Brewing combines a regional
network with seasonal Belling and seal
ter buying. For an Vpril-to-September
campaign, llauun has hou<:hl a series
ol five-minute Bports roundups, all <>f
which are sponsored onlj in the Mid-
west. The roundups consist <>f two
nighttime strips, one at 7:00 and one
at 10:IM(. |iln- a -how on Saturday at
< »:.").") and one on Sundaj at ">:30.
All three aihertiser- bought via the
CBS Selective Facilities Plan. Tnder
this plan there are no specific groups
of required stations. The proposed
1 Please turn to page 88 1
MBS
NBC
Flexibility prort.vtoii.v
Ffe.vibiliftj provisions
Lineup fle.vinilitg: No must-btrj requirements, ex-
Cepl for participation shows. Web will assemble short
and regional networks "within reason."
Segmented programing: Clients can buy minutes
in Multi-Message Plan shows at night, "Sgt. Preston.'"
""N ick Carter." "Queen for a Day" can be bought in 15«
minute segments. Single days of 15-minute strips can be
bought if the advertiser wishes to do so.
Fire-minute shows: I nder run-of-schedule plan cli-
ent can buy one or more five-minute shows to be run by
stations within any time during pre-selected periods. These
periods are 8:00 a.m. to 1:00 p.m., 1:00 to 6:00 p.m., 6:00
to 11:00 pan. There is separate price list for these -how-.
Varied-length aiittoutieettteiits: v7eb offer- fol-
lowing size announcements on "Keepin' Company": one
minute, 15 seconds, 30 seconds, 20 second-. -i\ seconds.
Six-second system cues are also available.
Lineup flexibilifg: No must-buy group requirements.
There i- a dollar minimum for all lineups in network op-
tion time. This is 75% of the gross billing for the full
web during the time period bought On certain participa-
tion shows, client must take the network "a- is." NB(
sometime- clear short or regional network- for client- in
station option time.
.Segmented programing: "Monitor" offers announce-
menta for sale to national advertisers during network option
time on weekend-. "National Radio Fan Club" -ell -
ments in 15 minutes ami multiples. Minute- can be bough!
on two 25-minute daytime shows— "Second Chance" and
"Wonderful City" and on two 15- minute nighttime shows
— "Fibber McGee and Molly" and Heart ol t]
Shared sponsorships on 15-minute shows can l>c bought K>
advertisers if both halves are sold.
Varied-lengt/i autiouiireuients: "Monitor" offers
the following: one. minute. 30-second, six-second announce-
ment^ or combinations of sizes.
Cut-ins: No charge except for AFTRA fees.
Cut-ins: Station chart
addition to \FTR \
8 AUGUST 1955
37
Final M gain of
I iisi media test ever reported openly in a trade paper is ovei
THROUGH 22 JULY 1955
w II II 26 WEEKS OF TV USED
GREEN BAY AREA B&M SALES
TOTALED 22,547 DOZEN
38
t
A
I
I
THROUGH 22 JULY
1954 WITH NO TV USED
GREEN BAY AREA B&M SALES
TOTALED 11.348 DOZEN
£ he first media test in advertising
history ever to he reported in a trade
paper as it happened is over — and tele-
vision has scored a 98'/ increase in
sales within 26 weeks. Said W. G.
Northgraves, advertising manager of
the Burnham & Morrill Co., which
sponsored the test in the Green Bay.
Wis., area for its oven-baked bean and
brown bread products:
"The results are unbelievable. They
far exceeded our most optimistic ex-
pectations. We had been in this mar-
ket for at least 15 years and our bean
sales were fixed at a low level. Now
after 26 weeks of television B&M beans
have won acceptance by distributors
as a live item. This can be attributed
with complete assurance to television."
Results of the B&M tv test campaign
have been reported in each issue of
sponsor exclusively since 21 February,
providing a closeup look at product
progress. The television station which
carried the campaign, literally putting
its reputation as a selling force up on
the block, is WBAY-TV, Green Bay,
Wis. It was the station's general man-
ager, Haydn Evans, who worked with
sponsor over a period of several years
to find a client who would be willing
to participate in a history-making open
test. The station carried six one-min-
ute announcements weekly for B&M
beans and brown bread, aired mainly
during afternoon and morning time.
Cost of the campaign was $12,500 for
the 26-week period.
The test campaign is unique for
more than the fact that it's the first
known to have been reported public!)
in a trade paper. It's also remarkably
clean cut. Last year no television or
other form of national advertising was
used by B&M in the Green Bay area.
This year every factor that could in-
fluence sale of the product was kept
as it had been. But television was add-
ed. Any sales result which followed,
therefore, could be attributed to tele-
vision without the usual concern of the
national advertiser over his ability to
trace sales results to media.
SPONSOR
nlii'ljn able," says ad manager
%i convinced iv <an ehamge regional eating habits
In a future issue 1 5 Septembei i
sponsor will present .1 complete analy-
sis "l the significance of the B&M test
.1- seen b) the sponsor, it- new agency,
1 Dowd, Boston and New r*ork), and
the broker in Milwaukee. Bui here.
immediate!) following final tabulation
"I results, is the l>iief picture of what
the B&M test signifies:
1. It shows that teta ision can take
.. high priced product which is in full
distribution (the B&M beans) and
transform it from a slow-mover to an
item consumers seek out
2. It >li«>w - that television can take
another product virtuallj unknown in
a market (the B&M brown I. read I, in-
crease its distribution and muhiplj its
sales man) times over.
.'•5. It shows that these results can be
attained without extra merchandising
«>r point-of-sale activit) of an) kind.
1. It -hows that tcle\ i>inn advertis-
ing can be far more effective as a
stimulant to sales than a price reduc-
tion. I Of thi-. more later. 1
Here are the final wholesale-level
figures from which these conclusions
are draw 11 :
• Last year from I Januar) through
22 July, B&M sales in the test area for
two >i/e- of beans and brown bread
totaled 1 1,348 dozen.
• rhis year sales in the same period
were 22,547 or ".">', higher.
• Sale- increase for the oven-baked
bean- alone was 77' < .
• Increase for the brown bread alone
was .">()()'; .
The increase for the brown bread
bit this height because it's an item
which previousl) had poor distribution
and got into the -tore- this year onl)
because of television. It noes without
saying that anytime you put a brand
into good distribution for the first time
your sales climb will show up as spec-
tacular. 1 In numerical term- the
brown bread went from 550 dozen sold
last year to 3,324 sold this year.)
But the increase for the oven-baked
beans j- considered do less spectacu-
lar b) the Portland. Me., firm simpl)
8 AUGUST 1955
b« ause ol the man) diffi< ulties this
product faces and be. aUM it wa- in
good distribution when the test began.
I he ll\\I oven-baked bean i- the
highest-priced bean b) fai Bold. It's
the ( ladillac of beans.
\\ bile oven-baked beans are the big
sellers in \ew Kntdand. they were
know 11 onl\ to a -elect circle of con-
sumers in the Green Ba) area. Most
consumers in the area are accustomed
to the low-cost cooked-in-the-can bean
1 Heinz, ( lampbell, et al 1 .
^ 0111 job, therefore, 1- one of 1 hang-
ing a fixed eal ing habit b) > om in<
the housewife that -low oven-baking
imparts 1 flavoi which i- worth spend-
ing more for. ^ on are \ irtuall)
ing to -e|| a staple like baked be. in- .1-
a gourmet item.
I Buall) when a compan) lake- on a
job like this it w ill set up a i coordi-
nated campaign embracing mailings
and stunts for the trade; point-of-sale
promotion: in-store demonstrations;
i Please turn to \><i^r III
FIN At F |VI
B&M SALES 1 JAN.-22 JULY 1954 VS. 1955
! ; J
27 M.
brown brrad
1954 «. 1955
1954 vv 1955
1954 »v 1955
ARKA A (50-mile radius of Green Baj )
7. MANITOWOC, WIS. 520 230 130 III
2. OSHKOSH, WIS. 610 155 2!M 120
:',. tPPLETON, WIS. 800 2.120 805 1.112 I.OOO
4. GILLETT, WIS 240 170 270 5 10 !0 ISO
.7. GREEN BAY, WIS. 1,940 3,830 1,640 2.700 r,o 1.170
6. MENOMINEE, MICH. 270 600 0 0.1 l."10
TOTALS A 1,920 8.150
ARKA R (50- KM) mile radios of Green Bay)
UOO 5.171
2.UU I
7.
FOND IX LAC, WIS
160
320
115
205
0
30
«.
STE\ 1 \ S POINT, U IS
490
700
585
10
ISO
9.
ir WSAV, WIS.
|::n
0 10
110
177
70
10.
NORWAY, MICH.
no
650
700
7 7.",
10
150
11.
SHEB01 GAN, 9 IS.
105
KIO
590
170
12.
u IS. R IPIDS, ir IS.
170
220
12a
0
30
TOTALS li 2.11!
3, 136
TOTALS A and It 6,035 11,592
2.100
,631
i;:m
:t.:i2 I
f.rrnifi total I .Ian. -22 Jiifif /.«>.» I: I I .'.Hit dozen vans
(.rand total I /nil. -22 .Fif f i/ /?>.>.»; 22. •> 17 do:<»n <-«n.\
*Trlr\i*loii campaign bee»n 24 Jinuu;
.
Fall 1 v network lineup
Nighttime changes from * ."> I -*."».> season near 100
J he fall picture on the tv networks
is -till changing. Since the nighttime
chart below appeared last i in the 11
Jul\ sponsor I. there have been some
2<> changes in i-ponsorship. show titles
and status of time slots. The number
of (lunge- is nearing 100. The net-
works still convey a feeling of tenta-
tiveness about their fall schedules, a
sort of "you-know-tomorrow-this-may-
all-be-changed" attitude.
To run down the networks alphabeti-
cally . . .
ABC TV continues to show health \
activity as the fall draws near. Five
more sponsors have entered its night-
time lineup since last month: the Seru-
tan Co.. General Foods, American
Dairy, Ralston Purina and Dodge.
Serutan. \ ia Edward Kletter. will
sponsor Ted Mack's Amateur Hour
Sundays 9:30-10:00 p.m. General
foods i through Benton & Bowles and
Young \ Rubicam) will bankroll the
neu \1(,\1 Parade on Wednesdav
nights, along with American Tobacco
(previously, Delco Products had been
reported in this -lot i .
American Dair\. via Campbell-Mith-
un. alternates sponsorship of The Lone
Ranger, Thursdays, with General Mills.
Ralston Purina I Gardner Advertising I
takes over the Saturday night 8:00-
9:00 p.m. slot one week in four to pre-
sent Grand Ole Opry starting in Oc-
tober. Dodge Division of Chrysler
f Grant Advertising) has come in with
Heavy type indicates new show in slot.
Sec footnote. Blank means show is not yet set.
7
pm
7:15
7:30
7:45
8
8:15
8:30
8:45
9
9:15
9:30
9:45
10
10:15
10:30
10:45
11
ABC
You Asked
For It
Sklppy Peanut
Btr. BIT., Best
Foods
Guild. Bascom
& Bonflgll
Hj-Lfty
Movie of the
(tentative title)
7 JO- 9
Series of 35
British motion
pictures
SUNDAY
CBS NBC
Movie of the
Week-
7:30-9
(cont'd)
Lassie
Campbell Soup
Hy-F BBDO
Jack Benny
alt. with
Private Sec'y
Amer. Tobacco
NY-F BBDO
Chance of a
Lifetime*
Emerson Drug
L&N
Lentherie, C&W
NY-L
Ted Mack's
Amateur Hour'
Serutan Co
Kletter
NY-L
Break the Bank
Dodge
NY-L Grant
No network
programing
The Ed Sullivan
Show
Lincoln-Mercury
Dealers
NY-L K&E
It's a Great
Life*
Chrysler-
Plymouth Dealers
McCann-
Hy-F Eriekson
Frontier"
(3 weeks in 4)
Reynolds Metals
NY-F Seeds
Colgate Sunday
Hr.
(3 weeks In 4)
Colg.-Palmolive
HY-L&F Esty
Spectaculars
IN COLOR
7:30-9
(1 week in 4)
Sunbeam,
Perrin-Paus
Maybeliine.
Gordon Best
Louis Howe,
D-F-S
NY-L
GE Theatre
General Electric
NY-L&F BBDO
Alfred Hitch-
cock Presents*
Bristol-Myers
Hy-F Y&R
Appointment
with
Adventure
(tentative)
P. Lorlllard
Y&R
What's My Line J
Remington -Rand
Y&R
Tules Montenier
Earle Ludgln
NY-L
Tv Playhouse
Goodyear. Y&R
Philco, Hutchins
(alt. sponsors)
NY-L
Loretta Young
Show
Procter & Gamble
NY-F B&B
ABC
Kukla, Fran
OUle
co-op
Ch-L
MONDAY
CBS NBC
John Daly, News
Miles Labs
NY-L Wade
Topper*
(tentative)
Tv Reader's
Digest
Studebaker-
Packard
NY-L R&R
Voice of
Firestone
Firestone Tire
NY-L Sweeney
(simul) & James
Pee Wee King
Show-
co-op
Cleve-L
Medical
Horizons*
Ciba Pharm.
J W Thompson
NY-L&F
No network
programing
Doug Edwards
News*
Amer Home Prods
NY-L BB&T
Robin Hood*
Johnson &
Johnson, Y&R
Wildreot. BBDO
Burns & Allen
Carnation.
Erwin Wasey
Goodrich, BBDO
Hy-F
Talent Scouts
CBS-Columbia.
Ted Bates
Lipton. Y&R
NY-L
I Love Lucy
Procter&Gamble,
BB&T
General Foods
Y&R
Hy-F
December Bride
General Foods
NY L B&B
Studio One
Westinghouse
McCann-
NY-L Eriekson
No network
programing
Tony Martin
Assoc. Prods.,
Grey:
Webster-Chicago
J. W. Shaw
Hy-L 7:30-45
News Caravan
R. J. Reynolds
NY L Esty
Sid Caesar
(8-9: 3 wks in 4)
Amer. Chicle,
D-F-S
Remington Rand
Speidel, SSCB
NY-L
Producer's
Showcase
(Spectaculars)
IN COLOR
8-9:30
(1 week in 4)
Ford; RCA
NY-L K&E
Medic
9-9:30
(3 weeks In 4)
Dow Chemical
Hy-L MacManus
John & Adams
Robert Mont-
gomery Presents
9:30-10:30
S. C. Johnson,
NL&B
Schick. K&E
NY-L
Robert Mont-
gomery Presents
9:30-10:30
(cont'd)
No network
programing
TUESDAY
ABC
Kukla. Fran
& OUle
co-op
Ch-L
John Daly News
Tide Water Oil
NY-L Buchanan
Warner Brothers
Presents*
(7-30-8-30)
Liggett & Myers,
Cungham&Walsh
GE, Maxon, Y&R
Monsanto.
NL&B, Gardner
Hy-F
Warner Brothers
Presents*
7-30-8-30
(cont'd)
Wyatt Earn*
Parker Pen,
Tatham- Laird
General Mills
NY-F D-F-S
Make Room
Daddy
Amer. Tobacco
SSCB
Dodge, Grant
NT-r
te
DuPont Theatre*
DuPont
BBDO
Name's the
Same*
Ralston-Purlna
Guild, Bascom
& Bonflgll
NY-L
No network
programing
CBS
Doug Edwards
News*
Amer. Tobacco
NY-L SSCB
Name That
Tune*
Whitehall Dlv ..
Amer. Home
Prods.
NY-L SSCB:
B-B-T
Navy Log*
Sheaffer Pen,
Russel Seeds
Maytag
MeCann- Eriekson
NY-F
You'll Never
Get Rich*
(Phil Silvers')
R. J. Reynolds;
Esty
Amana Refrlg.
Maury.
Lee & Marshall
NY-F
Joe and Mabel-
Pharmaceuticals
Kletter
Carter. SSCB
NY-F
Red Skelton
Pet Milk.
Gardner ;
S. C. Johnson
Hy-L NL&B
The $64,000
Question*
Revlon Prods.
Norman. Craig
& Kummel
NY-L
See It Now
(lentative)
NY-L&F
NBC
No network
programing
Dinah Shore
Cneuolet Dlrs
Carapbell-
Hy-L Ewald
News Caravan
R. J. Reynolds
HY-L Esty
Milton Berle
■ 13 shows)
Martha Raye
(13 shows)
8-9
Sunbeam
Pen-in -Paus
RCA ; Whirlpoo.
Hy L K&E
Bob Hope
(8-8 ihows)
Dinah Shore
(2 shews)
Chevrolet
Campbell-
NY-L Ewald
Fireside Theatre
Procter & Gamble
NY-F Ccmpton
Armstrong Circle
Theatre: alt. with
Pontine Hour*
9:30-10:30
Armstrong Cork;
BBDO
Pontlae
MaeM. J&A
NY-L
Armstrong Circle
Theatre; alt. with
Pontiac Hour*
930-10:30
(cont'd)
Big Town*
Lever Bros.
SSCB. MeC-E,
OBM
A.C. Spark Plug
MY-F Brother
Ch-L
John
Mi
NY-I
D.
T
Ami
Ami
C
Dei
I
1
SSC^
D
:
M-G-
Am
lb
Knot
Em
Phar
Kletu
NY-I
I
She
Rll!
Te
Wtdn
I
I
10 II
Mc
Var-L
•Refers to new shows, also shows which change time slots or network, including new
shows and changes starting late this seaon. Where shows have multiple sponsors.
asencles are liste<i in same order as clients. Originations: NY means New York. Hy
means Hollywood, Ch means Chicago. L means live. F means film. All times KST.
the Lawrence Welk Slum Saturdays ma) nol occupj the ruesdaj 10:30
9:00-10:00 pan.
I in Sunday night, VBC has jusl .m-
iniuih ell. ii will pi esenl .1 sei lea oi 15
I I :i»u p.m. slot; .iml tvhethe. il„ i 00
1 : 1 > p.m. 1 inn- pei 11 >i I .11 1 .1-- the board
will In- |in al "i nel w m k is -1 ill unset-
top, full-length British motion pictures tied.
in the , :30-9:00 p.m. slot. I he stanza
is tentative!} titled Movie of the Week;
sponsorship i- nol yel set.
CBS I \ reports that the show to be
sponsored b) Phai mat euticals ln< . and
1 artei Products on Tuesdays at 9:00
p.m. I1.1- been settled; it's Joe and Ma-
bel, ;i situation comed\ on film. The
In ii- I hursda) 10:30-1 I :00 p.m.
slot, CBS has tentativelj scheduled
Wanted, a mystery-detective show;
sponsorship is -iill open.
MB( I \ - lineup -t.i\ - intacl except
foi two changes. R. I. Rej nolds spon-
sors the N eu t < mm mi 1 7 : 15-8:00
Ronson Corp., via Norman, Craig v\ I'-1"-1 Monda) through Thursday, and
Kummel nol Wco Manufacturing Plymouth, \i;i \. \\ . \\n. onlj on
and Pharmaceuticals Inc., .1- previous- Fridaj (instead "I on Wednesdaj and
l\ reported will I >.mk 1 < >ll Doul, Ed- Fridaj .1- formed) noted). Campbell
wards \<iis mi Wednesdays and Fri- Soup's -ln>u mi Friday, 9:30-10 p.m.,
days 7:15 pan. See It \<>n maj or will be called Campbell Playhouse. ***
,DAY
NBC
No MtofOffc
uulne
ill S.
nrerl
k Hli
da
Qellcr
Coke Tims
Coca-Cola
NY-L I) Ar,y
News Cararan
It 1 lteynol.ls
N! I. Kety
Screen Directors'
Playhouse*
Eastman- Kodak
NY-F JWT
Father Knows
Best*
Scott Paper
NY-F JWT
lenalre
ite
Bates
Kraft Tt
Theatre
Kraft Foods
NY-L JWT
Row
»r*
•a title)
with
•I Hr.*
iMtrle:
* Steel
IV BBD0
This Is Tour
Life
Bishop,
Spoctof
Procter A Gamble
Cotnpton
Hy L
THURSDAY
A IIC
Kukla. Fran A
Ollle
co-op
Ch-L
John Daly. News
Tide Water Otl
NY-L Buchanan
Lone Hanger
General Mills
l> I' s
ll.in I
Cwnpbal
\1 I
Bishop Sheen-
Admiral
Erwln,
NY-L Winy
Stop the Musie'
Quality Jewlrs
Neethl
NY-L Grey
Star Tonight
llrlllo Mfg.
NY L JWT
CBS
NO network
programing;
Doug Edwards
News*
Amer. Tobacco
NY-L SSCB
Sot. Preston
of tho Yukon"
Quaker Oats
Wherry, Baker
NY-F & Tlldrn
Bob Cummlnqs
Show*
R. J. Reynold!
NY-F Esty
Climax
(3 weeks In 4)
Shower of Stars
IN" COLOR
(1 week In 4)
8:30-9:30
Chrysler
McCann-
Hj-L Erlckson
Cllmai;
Shower of Stars
8:30-9:30
(cont'd)
Four-Star
Playhouse
Singer Sewing;
Bristol-Myers
NY-F YAR
Johnny Carson
Shew-
OO- 10:30 or
10-11)
Revlon.
Norman. Craig
& Kummel
General Foods
Y&R
Wanted'
(tentative'
Sponsor to be
set
NBC
No network
programing
Dinah Shore
Cherrolel Dlrs.
Campbell-
Hy-L Ewald
News Caravan
R. J. Reynolds
NY-L Esty
You Bet Your
Life
DeSoto Motor
DlT., Chrysler
NY-F BBDO
The People's
Choice'
(Jackie Cooper)
Borden Co.
NY-F Y&R
Dragnet
Liggett & Myers
NY-F CAW
Ford Theatre
Ford Motor
NT-F JWT
Lux Video
Theatre
10-11
Lerex Bros.
Br-ii jwt
FRIDAY
ABC
Kukla. Fran
A OIUo
co-op
Ch L
CBS
John Daly, News
Miles Labs
NY-L Wade
Rln Tin Tin
National Biscuit
Hy-F KAB
Ozzle A Harriet
Ilotpolnt. Maxon
Quaker Oats
NY-F JWT
Treasury Men In
Action-
Chevrolet
Cambell-
NY-F Ewald
Dollar a Second
Mogen Darld
Wine
Weiss A
NY-L Geller
Doug Edwards
News'
Ronson Corp
Norman. Craig A
NY-L Kummel
My Friend
Fllaka*
(sponsorship
to be set)
Mama
General Foods
NY-L BAB
Our Miss
Brooks*
General Foods
Hy-F Y&R
Crusader"
R. J. Reynolds
NY-F Esty
DllM< >NT fsH rs.-imie; linriip
nt |ir< -i lit i < • s ■ i | > >
i\>i> sponssorrrl ihowi onl*
In the niltl.l ..f ■ i, >.iii|>iiik .,( H.
nrlMi.rk o|ir. «l l..n llu %1.,n| u PaekljSg
l« -ell .|n.M.»»r. ..ii , .
.Itiiw. I., Iilin .in ihr . iilr ..-Ii In,
•'i lli> II..I1..11I1JI11. H .ll'trl.ful,
llu M.,111 .lluta. M.111I.I Irlnl I.. I,.
place*] •••• • -pt.t I. a. I. itml II* n«l-
~..rk . I... 1 1. irr eraarid bo . li,c. ■ .1
I mil BoitOf, Mondays. 9 00
to conclusion
< I OP. origination: NY. lire
M ltlncil'le. M'm'liyi. followlni
Co op. orlglnallon: NY, lire
'.7. Tuesdays. 8 30-9:00
Mponsor. Delns: Agency, Mason
Origination: NY. lite
Origination: Tarlous. Ilro
B
N U
NBC
No network
programing
Coke Time
Coca Cola
NY-L D'Arcy
News Caravan
riymouUi
NY-L Ayer
Truth or
Censequenees*
P. Lorillard
Hy-L L&N
Life of Riley
Gulf Oil
NY-L YAR
Big Story
Amer. Tobacco:
Slraonlz
NY-L&F SSCB
The Vise
Sterling Drug
NY-F D-F-S
Down You Go"
Western Union
(alt. sponsor)
NY-L
Albert-Frank-
Guenther-Law
Schlltz Play- Campbell
house* Playhouse"
Schlitj Brewing Campbell Soup
NY-F LAN BBDO
No Pal
programing
Tho Lineup
. Wrnsr.
Ted Bates
Procter A Gamble
HjF YAR
Person to Person
Amoco. Kiu
Hamm Br. C-M
Elgin. YAR
STL
■'.
Cavalcade
Sports
10 pm to concl
Gillette
NY L Maxon
Red Barber's
Corner*
(10:45 or at
eonel of light)
State Farm Ins.
NY-L NLAB
SATURDAY
ABC CBS NBC
No network
programing
Gene Autry
Wm Wrlgley Jr
NY-F RAR
'■■>itk
programing
Ozark Jubilee
co-op
SnrliiKI1.il I. NY-L
Beat the Clock
Sylranla
JWT
Grand Ole Opry'
8-9
I wk in 4
Ralston Purina
Gardner
Nashville-L
Ozark Jubilee
(cont'd)
Lawrence Welk
Shew
9-10
Dodge
Hy-L Grant
No network
programing
Stage Show*
(Jackie Gleeton)
Nestle. Bryan
Houston
PAG. Compton
NY-L
The Honey-
meeners*
(Jackie Gleason)
Bulek
NY-F Kudner
Two for Die
M r.ey
P. LorlUard
NY-L LAN-
It's Always Jan*
(3 wks ia 4)
9:30-10
Procter & Gamble
NY-F Compton
Ford Star
Jubi
10 shows, most
IN COLOR
(I wk la 4)
9 30-11
Ford
Var-L&F JWT
Guns** eke*
10-1030
(3 weeks In 4)
Liggett A Myers
Hy-F CAW
Damon Runron
Theatre
(3 weeks In 4)
Anheuser-Busch
NY-F D'Arcy
Perry Come*
8-9
Dormeyer.
I. W. Shaw
Int'l Cellucotton.
FCAB
Gold Seal Was
Campbell -
Mlthun
Nosrenta Cheat.
NY-L SSCB
People Are
Fuaay*
•-9 JO: 3 wks In 4
Tonl:
Paper- Mate
Hy-F . FCAB
(Jimmy i 1
9:30-10; 3 »Vi
In 4 T
Bjr-LAT
Spectaculars
■>I»K
9-10:30
(1 wk in 4)
Oldsmobllo
NY-L Brother
Georre Gobol
(3 weeks In 4)
Armour; FYJAB;
Pet Milk.
By L Gardner
Your Hit Parade
Amer. Tobacco.
BBDO
Warnor-Hudnut
BBDO:
vri.
ii here daylight runs
through October
i, . ii, in
Maine
M.i-.i. Im-.ll -
\. i, Hampshire
\, ., ^ <»rk
Rhode Island
\ er ii
i tin ago
Erie, Pa.
Philadelphia
Pittsburgh
Sci anion
Daylight time citiet
in slumlord stairs
tlexandria, Va.
\kl nil
tnaconda, Mont,
Butte
Canton, Ohio
{.\v\ eland
Prankfort, Ky.
Lexington, K>.
I ......in Ohio
! ,,- Uunoi, N. M.
I ouisvllle, K>.
Martinsburg, V , Va.
Moundaville, W. Va.
Richland, Wash.
St. Louis, >!".
Steobenvllle, Ohio
\\ arren, * >lii«
\\ . in. hi, W. V.i.
Wheeling, W. Va.
^ onngstown, Oliiu
Standard time cities
in daylight states
Cairo, 111.
Centralia, HI.
Galesburg, 111.
Kewanee, 111.
Mattoon, 111.
\loline, 111.
Mt. Vernon, 111.
Rock Island, 111.
15 STATES IN THE U.S. OBSERVE DAYLIGHT SAVING TIME
States on Daylight SaWng
States on Standard Time
Map above shows standard time and daylight saving
areas. Some cities do not follow time pattern of
states they're in. For exceptions, see listing at left
Map by F*. II. McGraw and Company
How daylight saving
snarls clearances
Clients face loss of prime lime or move to kine
beeause of bi-annual time ehange headache
M here are two kinds of people who
hate Daylight Saving Time: farmers,
who claim the time switch confuses
their cows, and tiinebuyers.
DST has been a costly air media
migraine for a long time. Everj time
the handful of DST states and cities
move on or off Standard Time, net-
work program clearances and spot
42
schedules are thrown off kilter.
"It can mean practically as much
work as placing a new schedule, says
Lucian Chimene, J. Walter Thompson
timebuyer. "Every April when New
York and some other states go on DST,
we have to make a revised station list
showing the new times, adjacencies
and estimates. Then at end of Sep-
tember, when states go back on Stand-
ard Time, we go through the same pa-
per work again."
This fall the problem of DST will
be more complicated than it has ever
been to date: New \ork, the New Eng-
land states and a scattering of cities
will extend DST through October for
the first time, while the remainder of
the Da\ light Saving states will go back
on Standard Time after 24 September.
The effect of this DST extension by
some but not all of the DST areas is to
raise added havoc with network tv sta-
tion clearances and local station sched-
ules until November.
"We still haven't any idea what sta-
tion programing schedules will look
like in October." says K&E buyer
Mary Dwyer. Her opinion is shared
by most buyers contacted as well as
by network clearance and sales service
personnel.
Most seriouslv affected in October
will be tv shows originating live out
of New York before 9:00 p.m. These
are the shows which, if shown live,
would be seen in the Central. Moun-
tain and Pacific Time zones during
station option time. Take Dorse\
Brothers Stage Show, CBS TV 8:00-
SPONSOR
8:30 p.m. During October al least, this
program would be seen live .it 1 ;,M|
p.m. on the W eat < loast, 01 one houi
earlier than in Septembei ,
I Ik- i r i i j • I i • ations for the sponsor are
numerous: \ several-hundred thou-
sand dollar production investment
would I"- aired to a li » tion ol the
nighttime audience at expense "I rat-
ings, and possibl) even t" the wrong
i\ pe nf audience in tei ma oi the spon-
sor's products. Of course, the sponsor
would -jet a discount in an instance
lake iIk1 one cited above since bis show
would be going from Class ""V to a
Class "B" rate, bul small comfort tin-
in view <>f the tremendous talenl out-
lay.
There are two choices facing a net-
work i\ sponsor and Ids agenc) in
the si aiion clearance muddle: i 1 i to
-lav live and s|)ill over into an earlier
period; (2) to keep the New York
clock hour bj going t<> kine.
If the Bponsor deride- to risk taking
a beating ratingwise for the sake ol
staying h"ve, bis agenc) ma] -till Face
a bassle with individual stations thai
have an irreconcilable conflict with lo-
cal programing at the time of the pro.
posed network feed. It'- during sta-
tion option time, and the station can
refuse to clear the show liv e.
Suppose, then, that the sponsor de-
cide- to pul his -how on live in some
areas on kine in others. This, inciden-
tally, is the usual solution for shows
originating live out of New 101k.
Toast of tlir Town, for example is
o'O' ; live and 20', kine throughout
the count r\ .
Here's the situation where kines are
concerned: I he network stations in
Los Angeles are all equipped to make
so-called "hot kine-."' actually quick
kine-. The "hot kine." general!) used
for getting news events off the tubes
rapidly, is a 1(> mm. film that's read)
to uo within less than two minutes ol
the live telecast. The quick kine. used
b) the networks to have New York-
originated show- go on in the Pacific
('oast market- at New i ork clock time.
is 35 mm. film processed within three
hour- on a repeal telecast recorder.
However, such repeat telecast re-
corders are expensive equipment,
which onl) the Los Vngeles outlets
have. \ different system has to be
used for stations in the Mountain Time
Zone and Central area.
Suppose a t\ -how has been seen
live in these two time /one- through-
out the winter, hut the added hour dil-
ferentiaJ i auaed b) DS I in ipi
would put it into an undesirable time
-lot. I he ■ lient's ageru \ might then
est a move to kine in the ' entral
and Mountain I line /one stations.
I he iioi uial kine. w hi' h has to he
made in New ^oik. lake- .il'"ill -even
days to process and ship to the station.
This mean- that the sponsoi would
have to -kip one weeklv e\po-uie on
the -tatioii- involved, ami that the re-
mainder o| his -' hedule on those sta-
tions would run one week behind the
-how- seen in the rest of the countrv.
dome September, when the I >S I
area- noimallv jjo back on Standard
Time, the client would have to make a
readjustment again. \i this point he
can have his program on live again
in those two time /one-. However,
one show will be lost in the transition.
<)ne program shown in the rest of the
i ounti v won t i \ ei be seen in the
Mountain and • entral I ime /one-.
"I. ven at beat, tin- DS1 busini
an expensive one l"i the network iv
i lient, explains I rank I epore, \ I!'
I \ 't manage] "I film and kine* ope
operations and set rice*
(ii < >.iii se, even if the sponsoi w
to " mi" some inn kets with a kine,
there ma) -till be stumbling blocks to
doing -". I he most obi ious one is the
la. i that ' "l"i kine- are impel fei t
I ew ' lient- would waul to gO I" the
added expense ol having a < "l"i -how
and then have it on the an in black
and white through half the < oiin'i \ .
I In \ IK I \ coloi spectaculai - are the
most obvious example of -how- tele
c i-t live because of the coloi angle.
More typi< al of the kind- ol prob-
lem- kine- present is the situation fac-
i Please turn to page 94)
This i- air time in varied markets f"i network show in October. I nusuallj wide disparities
from N.Y. time are due to Fact some markets are ofl Daylight while N.Y. Btays on. Studying
problem: Bryan Houston's Bundgus, bus. m^r.. Doberteen, media dir., Ceoghegan,
MlAf/i/
8 AUGUST 1955
43
D.j.'s (WNEW's Klavan and Finch
above) sell for Ripley in six markets.
70% of $200,000 budget is in spot radio
J
"There's no sale like wholesale"
Slogans like this on spot radio built Ripley to 30-store clothing chain
Jf' here's no sale like wholesale."
That's the way Ripley Clothes
catches the ears of bargain-conscious
listeners in six Eastern markets. The
line is a "stopper," but more than that
it reflects the nature of the medium-
priced men's clothing business today.
I And a lot of other businesses, too,
for that matter with the way discount
houses have put the emphasis on get-
ting the merchandise at a lower price.)
Ripley is a medium-sized giant
among the medium-priced men's cloth-
ing chains. Using spot radio as its
major advertising effort. Ripley has
grown within 15 years from two small
stores in Brooklyn to 30 stores todav
spread through the East and Middle
West. By fall there will be four more
and another six are in the planning
stage.
"From the start, we've relied heavily
on local radio impressions to carry our
sales philosophv to a mass market,"
says Harry Bobley, president of Rip-
lev's advertising agency, the Boblev
Co.
The sales strategy boils down to
this: Convince the mass consumer that,
at Ripley's, he's getting the Ail-Ameri-
can bargain — a top buy for low7 cash.
It's a "pipe-rack to customer's-back"
t\ pe of merchandising operation, but
in comfortable surroundings. The
stress is on the fact that the suits are
"direct from the factory to you"
i hence wholesale I . But Ripley's plays
up quality not minimum overhead.
"Look at tropicals in the higher-
priced class. Compare with Riplevs
at $29.95 to $43.95. Can you tell the
difference?" No, says the commercial.
It's a commercial that s aired no
fewer than 20 times weekly and as
often as 50 times weekly on stations
in Ripley markets.
"Our time buying in our six radio
markets follows the pattern we bought
originally on New York's \^ NEY\ .
Max Levin. Ripley a e at the Bobley
agency, told SPONSOR.
In essence, this means frequent min-
ute-announcement buys on music and
news stations during the late after-
noon and early morning. The aim.
clearlv. is to reach a maximum of
voung people as often as economically
feasible. To do this job. Ripley buys
a quantity of announcements, general-
ly near music programs interspersed
with news, at hours when young men
are on their way from or to their
{Please turn to jxige 106)
44
SPONSOR
TIMEBUYERS OF THE U. S.
listed by cities* ntjencies ##»##/ their accounts
During ilic pasl several years the numbei oi men and women engaged in timebuying \\a-
vastl) increased. \i some ad agencies timebuying personnel has doubled and tripled overnight.
Furthermore, timebuying personnel is known for frequenl -liili-. The confusion in who handles what
account, in who has moved, in who i- new i- one oi the problems oi .1 problem-besel industry.
Some station representatives have worked bard to maintain thorough up-to-date lists oi timebuyers,
Recent 1) one such li-t, prepared b) John E. Pearson Co., was generously made available to sponsor's
readers. The li>i was published in three parts, starting with the II Jul) Fall Facts Basics issue.
Part one included New York agencies (from names beginning with A to S). Second pari in the 25 July
issue concluded New York agencies, listed other East Coast cities and Chicago. The third and final
portion, listing Midwestern, Southern and West Coast agencies, appears below
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS AG E NC Y. ACCOU NTS. ADD RESS 4 PHON E TIMEBUYERS AGE NC Y. ACCOU NTS. ADD RESS 4 PH ON E TIMEBUYERS
WHEATON. ILL.
J. M. (AMP CO.
Intact ,V Loan Bldg., K heaion H-IIH.;
K. -\ l heo Epp "Back id the Bible"
Young People'a Chun h ol the Ui
Youth on the Much | J(>»N < IMF
Radio Bible Clan
TOLEDO OHIO
EWELL * THI RBER ASSOC.
520 Wmdttom In., Maine 8205
Willys-Overland L E- c-
KIRBY, JR.
BEESON-REICHERT
/../../.. Trutt HI, It . Main 8121
) ART
BmkeveBeer l REICHERT
j CLYDE
SISSEX
FORT WAYNE. IND
DAUCHORILL ADV. SERVICE
5«1>1 FnirjirlH 4vr., Harrison 9978
Rosan Hour I.FOHRBST V.
DAI (in. mi i
INDIANAPOLIS. IND.
KEELING & CO., INC.
I hamber of lommeree Bid*.. Metro., 5-3 13 1
( asite v Hastings )
Wilson M.ik t * *R,> < '"ill.
MUNCIE. IND.
VIM'l.EGATE ADV.
-*'"> K.x.- ( oiirr. on 13
M. RAY
, APPLSGATE
Bail Brothen „XRln B1Rn
IAMBS R.
I n\
■■■■■■■■■■■1
TERRE HAUTE.
IND.
IMH.I YEA. INC.
/(.'.'>.. Ohio Si., Crawford 0707
Clabba Girl ILikiiur Powder I *,.A"U .
• J ■ ■ * ^ R A I . r. . l
K. C. Baking Powdei j M XR,K
persuing
WASHINGTON. D.
ADVERTISING INC OF WASHINGTON
102S Eye St., \. B"., Republic 7-3447
Foremost Dairies
> ) PEDI.i
Milk .<.- Ice Cream) ( PEi,i.ar
(.OR DON MANCHESTER AGENCY
I 72o Fenntvlrania Are.
C. F. Sauer
1 DON
f MAX IIFS1 t l(
j DICK
| WII.I.I VM-
BOZELL & JACOBS
711 11th Si. \. U ., Stirling 3-2 UK,
V.P. CHG. RADIO-TV - HAROLD I VI K
CAMPBELL-EWALD
1737 11 St.. V V.. Republic 7-7400
DOWD. REDFIELD « JOHNSTONE
832 Washington Ride., \.m»nal 7:><>r
ALBERT FRANK-GLENTHER LAW. INC.
102S ( ttnnrcticttt Iff., Sterling 3-335.1
HENRY J. KAl FM AN & ASSOC.
1419 /' >«.. District 7-7UIO
RADIO DIRK IOR IIIIKH \ \ 111 I
1\ DIRK IOR - ROBIRI S MAI R r R
CIO | JEFFHFV \
\. Sagna 's Son. Inc. *?■
' * " >i vi idk
Rl THRA1 FF & IO V\
I.T.; National Pr..« Rldi:.. txoemtiou l-/,7.lll
RICHMOND. VA
CARGILL * WILSON
11 S„. Second St., 3.3 III.;
A/E- ROBERT W II SON
RADIO fc TV BUYER- F MANNING HI Bl\
ROBER1
Larui Bros. / W,,M(N
(Domino Cigarettes) ( f. MANNING
in Bin
UNDSEY & CO.
Ill \... Fourth St., 7-30o5
Southern Biscuit / DOROTHY
(FFV Vanilla Wafers) \ LEE IfELMS
BENNETT-EVANS CO.
222 So. I hurch St., FR nl(,7l
"I FORRF-r I.
I ih \|,||, « «>ll DR. JR.
II Mini |i C.
J BENNETT
WALTER J. KLEIN CO.
121 I Elizabeth lee., franklin 7 1 1> It,
H & C. Coffe. , „ u „R ,
Bunker Hill Canned Mi id i Mils
BARVEY-M kSSENGALE CO.
Snou- Ill-Is. Durham. \. I.. 6177-6916
M \\ \(.f R k\<>\ \l \ss|\
B. C. Reme-h KN,,X
SALISBURY. N. C.
PIEDMONT \l>\.
fM U aihington Rldr., Phone 3978
Stan back (house) j.
S AUGUST 1955
45
AGENCY. ACCOUNTS. ADDRESS 4. PHONE TIMEBUYERS
WINSTON-SALEM. N.
LONG-HAYMES ADV.
Reynold* / ower
( \^ Headache Remedy \ CURTIS LONG
ATLANTA. GA.
BURKE DOWLING ADAMS, INC.
992 II . Peaehlree, V. W., EL. 5521
™„ «• i- -, B. D. ADAMS
Delta-C&S Airlines ] g^HEL M.
Southern Bread [ LEIBSCBER
Superior Ice Cream J Wg,*^
ALLEN, McRAE & BEALER, INC.
IS Peachtree PI., v. w., em. 6428
FLO^II
McRAE, JR.
BEARDEN-THOMPSON-FRANKEL ADV.
22 8th St., N. E., EL. 5587
J. S. Elco Food Sales
Orkin Exterminating
Redfern Sausage
Mar'Gold
Atlanta Baking Co. (NF)
WARREN
BEARDEN
MERLE
THOMPSON
NORMAN
FRANKEL
BOH JENSEN
JOE SIMON
BEAUMONT & IIOHMAN, INC.
Wm. Oliver Bide., M« 477°
Greyhound Bus Line [. J; j" ££™f
GEO. I. CLARKE CO.
144)1 Peaehlree, EL. 4834
Ga. Broilers, Inc. ~]
Pet Dairy Products ( cgO. I.
JFG Coffee j CLARKE
Home Credit Co. j
CRAWFORD & PORTER ADV., INC.
lOl Marietta Bldg., LA. 0656
Black Panther Co.
J. O. Jewell, Inc.
Mask & Gay Food Prod.
Frym aster
Drennon Food Products
Southern Frigid Dough
HARRY
CRAWFORD,
JR.
CAROL
PORTER
CAMPBELL-EWALD CO.
Hurt Bldg., LA. 3858
Chevrolet [ C. G. THOM
D'ARCY
75 8th St., N. E., VE. 8815
] J. H.
Foods L K,NSI
Lance Foods . KINSELLA
CAL
J VOORHIS
DAY, HARRIS, HARGRETT & WEINSTEIN
40 16th St., V. W ., EL 4824
Southern Airways
S.S.S. Tonic
Tuxedo Club
MARVIN
II \\l s
II IRGRETT
AUDREY
FERGUSON
HOLT
GEWINNER,
JR.
BEVERLY
kilt YEN
DAY
EASTBLIRN-SIEGEL ADV.
623 Spring St., N. W ., VE 4707
Monarch Sewing Machines | MEL FINKEL
Kil( h. n \l.,"i, ( > I MRS. TROY'
Millei Hi 1 ife Beei I cox
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
IIARVEY-MASSENGALE, INC.
IF alt on lil.ig.. U I 9117
"I R. WINSTON
Tetterine I "ARVEY
| R. WINSTON
J HARVEY, JR.
DILLARD JACOBS
; ; ir, Peaehtrea St., A. E., AT 7991
Calotabs Co
BC
BQR
JO \l
F. JACOBS
| P. W. SMITH
KIRKLAND, WHITE & SCIIELL
lOl Marietta St. Bldg., LA 3682
* J. A.
KIRKLAND
Gordon Foods \ FRANK
WHITE
JAS. B.
SCHELL
LILLER, NEAL & BATTLE ADV.
Walton Bldg., CY 6521
Pesco Chemical "
Piedmont Airlines
Brock Candy
Colonial Stores
H. W. Lay Co.
National NuGrape
Patten Food Products
Carling Brewing
Life Ins. Co. of Ga.
C. K. LILLER
WM. W. NEAL
JAMES L.
BATTLE
SARAH
WILLIAMS
BUD WATTS
LOWE & STEVENS
685 W . Peaehlree St., N. E., VE 9695
ROBERT C.
LOWE, JR.
Ashmore Sausage Co. | JOHN H.
Canton Poultry Co. I ^fVENS
tj ~ /-, ,c,- a * JULES CLYDE
Roman Cleanser (St Area) GERDING
NELL P
DONALDSON
CHAS. A. RAWSON & ASSOC.
223 Pearhtree St., Whitehead Bldg., WA 3594
Cannoline L MISS HELEN
I BULLARD
H. G. SAMPLE ADV.
302 Glenn Bldg., AL 4949
Bryant Packing Co.
Eelbeck Milling Co. i
Dothan Peanut Oil Co. f JACK VELLER
Clovcrleaf Creameries
''1
3 I H. G.
f
J. WALTER THOMPSON
Palmer Bldg., 41 Marietta St., V. W ., CY 1744
] RUSSELL
Ford Dealers L PAULSON
FRANK
) CARLSON
TICKER WAYNE & CO.
1175 Peaehlree St., A'. E., AT 3856
White Ice Cream '
Capudinc
American Bakeries (Merita)
Creomulsion
Southern Bell Tel.
Southern Dairies
BURTON E. WYATT & CO.
First Natl. Bank Bldu.. Wi 1121
Standard Oil of Kentucky }. B. E. WYATT
TUCKER
WAYNE
MRS. C. C.
FULLER
MISS ANN
BENTON
BIRMINGHAM. ALA.
ROBERT LUCKIE & ASSOC.
Frank Ac/son Bldg.
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYEF
Green Spot
Z
t Oiange Juice ~l
iegler Sausage I
SOUTH ADV.
711 Farley Bldg.
JOHN
Bama I nods [ FORNEY
Yellow Label Syrup
Jerrell's Skim Milk J. »<«•_£
BBDO
800 Pearhtree, A. £., EL. 7015
I)! so id si Area) : ROBERT A
I OLSE.N
LOUISVILLE. KY.
DOOLEY ADV.
Royal Hank Bldg.
Fehr Beer [.JIM DOOLEY
M. R. KOPMEYER CO.
Realty Bldg., Amherst 1611
Arkansas Rice Growers } KOPMEYER
Oertel Beer j WILLIAM H.
McCANN-ERICKSON
Heyhurn Bldg., Wabash 4317
Fehr Reer I L MAC WYN.
I ehr Beer f SA>DERSON
CHATTANOOGA. TENN.
CHATTANOOGA MEDICINE CO.
1715 W . 3Hth St., 5-4521
Black Draught "|
Soltice I fbaNK
Cardui | WALSCH
Vclvo
NELSON-CHESMAN CO.
240 E. 11th St., 6.4942
Fleetwood Coffee J. *IV"rIJlD H"
' 1 I 1 1 I It
PURSE & CO.
5th & Chestnut Sis.
Krvstal Hamburgers J. ™''-I.PE
1 \\('KI H
KNOXVILLE. TENN.
EDWIN C. HUSTER CO.
318 If in.-.na St., .V. E., 5-1185
Bush Brothers
Eagle Products
J. Allen Smith
Southern Fire & Cas. Co.
Supreme Foods Co.
Winter Garden Co.
LAVIDGE & DAVIS
323 Mercantile Bldg.. .,-1)1111
E. C. HUSI
Big Jack Mfg. Co. ] A. W.
JFG Coffee «™«
Terry s Pctalo Chips J d,\VIS
46
SPONSOR
.INI'Y ACCOUNTS. ADD HE S3 & PHONE I I Ml II U V I IIS
II Mtl ES TOMBR \> .v bsoc.
.,..■ > <.,., s«., 5-9434
S. . in il\ XI 1 1 Is I)..l; I •
MEMPHIS. TENN
(II I CO.
I'.IK) Sli-rirk Ht.U
Hi i |on Drug ( <<
i i Browne Drug c o
Keystone I lb
\,v ( o ,N<- J"
I I > I I II » .
lull
I I. II Mill.
.1 1/ ( RENSII \\\ \|)\.
1119 (.,...,/.,,„ l„,i,i„t... 37-3200
I Mn. kl. M„l I ..
i.KI I Ml \\\ «V Rl Ml. INC.
II s,,ri, k Bldg., 5-559o
Mill KIN
I 111 Ml
I II.
I.KI ENII \V>
iKE-SPIRO-SHl IIM V\. INC.
tmHa i ...>.■. Bldg., 5.1571
I
Blacb \ White ( o
Plough, In.
Mexsana Penetro m
Mils. I I I II I I
sIMMONs
111)111111 I.
Mill
Joseph i tspirin m g^ v,.,
tOSl NGARTEN & STEINKE, INC.
I nlom S«., ir- I5t,t,
Mr
SIMON & l,\\i\\
I I."' Poplar li. .. 62-1691
NOIlll)
ROSEN.
v>. hi I Inc. \. c.ARTET
1111 N
I i \\
S I I INKI
American Snnir c ,. ) mii ton
Humko Compani i s',i"N
1 M. v <;w i\\
Southern st\lr Foods / lt ); (.(M(1)
Alex Warner & s.m \ vv in
CI I BERTSON ADV.
Til Sudakum Bldg., 6-788.
Odoni Co. il<xxl I'r.nl "" ' •'••••
111 ill -UN
DOYNE \I)V.
115 I hurrk Si.. 12.7572
Oerst Beer T(,M
DAWSON
1 GRISWOLD-ESHLEMAN CO.
535 ( hurch Si., i-0663
Blevina Popcorn Co. IAMBS F.
sIMONs
ViRl.E-lU in & ASSOC.. INC
"M1^ ( /llirrA ,S(.. (,.:illT
Mi l Pure 1 1. mii
( hattanooga Media ine
M.irilia Whin- Hour
l leti In i \\ ibon ( o
SclFs Indian River Med.
'efferson Island Salt
Belle Camp Chocolates
1 rosrj Morn Meats
Valteydale Meats
Reelfoot Meats
VI ItFKT
NOIIM
WILLIAM
(.K VII VM
II VHOI I)
rwiTn
« 1 1 I I V M
SITTER-
« III I I
A(.i NCV. ACCOUN Is ADDRIM A PHONI T I M I II I
sIMON & I.W UN
Jill ,,..... M . .119119
w \i 1 1 R SPi IGH r \ l » n .
M.i....// // ■ II. ,1.1 ,71.-1
■■ I imi.iIo In. ( ■• / « VI I I H
I Biscuit i ■• \ si'i ii.n i
NEW ORLEANS. LA.
\btiii r vn\. SER\ ice
li,„t,.l „f Trad* III.Ik . :<JO tin*.,. ...... („,.„/ J.i:
Viii.i. i.ii I . - >..l / v(t | in H
Woll Dog i ood \ -iim
-< VI i v
B\l I.BI.I.IN \1>V. INC.
li>2t, Hlbmrnta n,„,k Bldg., Canal r.u.i
K VDIO v I \ < I \KKI SALMON, IK
Rio
Wrighl Kii.il Id. i
I'll Kill
Ml I I III
I mi \ii.i Salad < >il 1 Shorti mng
BRINCKERHOFF & \\ III I VMS
938 I.,,,. \. ./...//.. ( .1.1.1/ 6219
\l HUM
Di. I ichenor's Vntiseptii *'\' \^\"SI K
j KRIIOI I
FITZGERALD \DN.
tarn CtrcU 111,1-.. 1 1, t.m,. 3131
Southi i n Shellfish
Freedom Motor Oil
Alaga Syrup
Pan \m Gasoline
Snovi Drift, Crustene
JOE KIL-
I. UN. JK.
N| N |{ I I
O'ME VII V
Wi sson Oil f GLOR1 v
lax Beei , \\W)"
Blue Plate Foods I yilOM Vs
Godchaux Sugai
Water Maid Kin j
ROBERT KOTTWITZ, INC.
5 HI htdabon 111,1-.. Canal lllSli
American Coffee
Nai ional I oods
k.im Dog Food
\\ \I.KER SAUSSY CO.
Texas Co. BUg., 17th floor, 15(11 I ....
.,/ s/.. ( „„„; 9212
W VI KFK
Luzianne Coffe, ^JJSST^^
Tulane Shirts | ^( VN] , ^
-I villi
SEWELL, THOMPSON & CAIRE
SIS si. CharUt I.... TuUmu 2251
Mi. mum I real Coffee
Dixie Beer I «<»NN'*
iri i , ' ' XIRK
Elmer Candy Co.
rRACY-LOCKE
/.,..... Bid*., ISO! (anal s/.. I | ■tjrit
,v
IERRT
K. | il r„ - ■ MOSSM VN
I v< K III I M
A. M. SIMCOCK CO.
52fl I .inn/. I i,l„„, loll I
[nsta-Crete }.
STONE-STEVENS < 0.
Hltt Grmriar, Wmrnollm 1684
AI.INIY A DUHISS 4 I' HON I TIME II >
IMilll II I
- MINI
III I ION
DIXON
J. % Mil K I IIOMI'sON
/„..,,. ..I, ,..,.,/ /,.,./.• Mart, /../..... T6S4
V V I K Vlt- I
I .nil M I I Vi K
I I I I W II I II
w iiiii.iii K-S^ IG uir ini .
831 /'..../.. i, /.;,,... .-; hi
R Mill) | I \ DIK |l WNI PON I MM
OKLAHOMA CITY. OKLA.
L0WE-R1 nm.i; < O.
/./,,,., /(„„/. m.i- /(,„.„, t, .11:21
Muiirll I ,
' il) II. .hi Mill j
I H W IN. \\ \-| 1
t,,,i \„i. ,,,,„! n„,,k lil,lu.. H.-,,,i 6-5439
I . 1 . . 1. ( in mical 1
,, 1 1 1 1- l.lll-ON
Hi. in. i State I ifi in- N011 vi \ n
Nil hi 5ei HALI
Shawnee Milling I %n" "• ' '
, _., WILLI VM-ON
\11.I1 1-.. 11 I'm haul Oil
GALJ o\\ \'i-\\ M I \( l \|)V.
1216 V. / -•(.,; s,.. J,,.k.„„ 1.195.1
Ad. 1 Milling I ""IN u
« vino
KNOX-ACKERM \N
513 V. a . Itl, s,.. H. ..,.„, 9. j 171
11 Vll\ VIII)
Little Gianl \t..m . M V,M
P VI. 1
TULSA. OKLA.
GIBBONS M)V.
H02 Danirl 111,1-. 1-2111
III UK
Wort/ Biscu 1 GIBBONS
l>l 1 1 Kl n> vi
C. I.. MII.I.KR CO.
It, 111 S. «.,i,/,/.r
Roberts Broadcasu ^WMTl
\\ VITv PAYNE \DV.
20S s ' "' >•■.•".• I" ■ . S-BIOS
DON W \ II-
' \ I'1' ntv 1 1 »i 11
Okl.i - IIVM.IK
O/ark Nin
MIM 111 I I
\\ HITE \DV.
I lirnl IU.1- . 7 J-J !-•■■:
Brnv! I I w III II
AMARILLO. TEXAS
GHES \nv.
HtcSI
8 AUGUST 1955
47
^r
AGENCY, ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
DALLAS. TEXAS
ADVERTISING ASSOC.
Mercantile Bank BUg., l'R-2589
It) KIM WU>\
ADDINGTOV KRUTILEK & PURNELL
3722 Bouser Ive.. I.l-ll.lt
QualitJ U.k. i - illolMim llu.i.l) |.LOU PURNELL
AYRES COMPTON & ASSOC.
Kirby Bldg., PR. 6328
Scottish Kites Hospital }-£™P
COMPTON
BBDO
Mercantile Commerce Bldg., PR-3431
DeSoto ] TED HAS-
Easy Washers ™««L?NE
Fedders j MOsiER
DON L. BAXTER ADV., INC.
Melha Bldg., PR-+854
I exas Power & Light ] ROY
Carrier Air-Conditioning \ COOKSTON
PAUL BERRY
1116 Davis Bldg., PR.3623
Sealy Mattress I ^BERRx
BEAUMONT & HOHMAN
1905 Elm St., RA^388
] PALL LEECH
Greyhound Bus Lines j. MRS. FLO
LAMBETH
BLOOM
Fidelity Union Life Bldg., ST^t736
Farmer's Best Fryers ~\
Glazer Wholesale Drugs
Zale's Jewelry I
White's Auto Store |
Skillern's Drugs L ^M, *I;0J?M
„ AL LI RIE
Semtner Drug
Princess Gulf Shrimp
Orange Tommy
Pest Guard J
CAMPBELL-EWALD
Fidelity Union life Bldg., RA-2094
Chevrolet }-^^CE
COUCHMAN ADV.
25% Highland Park Village, LO-3888
Blue Cross & Blue Shield ] . „
_ , . ALBERT
Armstrong Packing I COUCHMAN
Amalie Oil [ PAUL
Southwestern Investment MILLER
CROOK ADV.
Fidelity Union Life Bldg., ST-5771 — RI-1175
Gladiola Flour
Pratt Parking
Mrs. Tucker's Foods
Texas Stvle Mfg.
S. W. Life Insurance
Walker's Austex Chili
Southland Feed Mills
Linz Jewelers
Davis Hat
Minor Baking
Sledge Mfg. (Tyler Work Clothes)
WILSON W.
I CROOK
w. w.
I CROOK, JR.
1 JAMES P.
| ANDERSON
DON MOORE
I FRANCES
I BANISTER
AGENCY. ACCOUNTS. ADDRESS S. PHONE TIMEBUYERS
D'ARCY
Fidelity Union Life Bldg., ST-1503
Tora Cola L J<»»N T-
Coca-Cola }. UWYER
IRA E. DeJERNETT
Employers Int. Bldg., PR 6389
] IRA
Combination Saw-Tractor [ DeJERNETT
Morton Foods S-JIJj'VJ.w
Southland life Ins. I mrs. k.
BONAFELD
DeLOACII ADV.
Texas Bank Bldg., RF.-4603
GE Dealers ~|
Mama's Cookies j
Mitchell Air-Conditioners f JIM DeLOACH
(Marl in Assoc.) J
JOHN PAYTON DEWEY
21 13 \. St. Paul, RI-5051
GANDY-OWENS
Texas Bank Bldg., RI-4603
PETE DEWEY
Baker's Hair Tonic
Revko Margarine [ W. P. GAND1
Carhart of Texas
GLENN ADV.
New Republic Bank Bldg., Rl^686
Lone Star Beer
Gebhardt Chili
T & P Railroad
T & P Railroad
WARD
WILCOX
LIENER
Texcrete ("TEMERLIN
JOHN
STEWART
DUKE
BURGASS
GRANT ADV.
Rio Grande \ational Life Bldg.
n, „ -. GREGG
Dodge Cars } SHERRY
Dr. Pepper ( DAVE
' GARRETT
E. R. HENDERSON & ASSOC.
Reserve Loan Life Bldg., RI-2593
Teg Glyco Inhaler ) E R HEN.
Western Hatcheries j DERSON
HEPWORTH ADV.
Reserve Loan Life Bldg., RA-2353
Breckles
Figaro i SAM W.
^ „.. HEPWORTH
Texas Citrus \ WINSTON
Lone Star Frozen Foods I BALL
Child's Grocery
Laurel Products
JIM HUFF
Gibraltar Life Bldg., PR-3139
Meletio )
Fedders Air-Conditioners j J,M HUFF
KAMIN ADV.
2520 Cedar Springs, RI-3685
Vaporcttc
Crazy Water Crystals
Span-OT.ife Battery'
U. S. Guaranty & Trust
Lee Optical (Dallas-Ft. Worth only)
LANNAN & SANDERS
Inlerurban Bldg.. PR-1583
JACK WYATT
MARY BLAIR
PAUL
FERWERDA
AGENCY. ACCOUNTS. ADDRESS i. PHONE TIMEBUYERS
1 JAMES
SANDERS
«... , , -T- •■ FRED FARR
Continental Trailways I A^ CARRELL
U'allrite f TENA
/ CL'MMINGS
', JOHN
J PALLING
LECHE & LECHE, INC.
Mercantile Bank Bldg., RI-1470 3904
Oxidine ) MILES E
Glyco Mist j LECHE
MAJESTIC
50O8 Greenville Ave., FO-8-7541
Big 12 Tonic l-Sa.i__
r TOW NER
McCANN-ERICKSON
Gibraltar Life Bldg., RI-I609
"I BILLY
Cotton Bowl Assoc. I SANSING
( TOM
J FLEWHARTY
McKEE-THOMPSON ASSO.
900 Toxcer Petroleum Bldg., RA-2191
Southland Supply "1
Binswanger Glass L MACK J.
c- r c r, I McKEE
Comfort Co. Products
McCARTY CO. OF TEXAS
Interurban Bldg., PR-4387
rexas School of Practical Nursing J. ^1
' JU
RUSS
JLRGENS
McMAINS ADV.
2011 Cedar Springs, Room 104 RA-6563
Pi-Do Corp. 1 j[M
Leeco Rug & Upholstery Cleaner f McMAINS
R. B. MORELAND & CO.
Fidelity Union Life Bldg., PR-4941
W. Shanhouse & Sons, Inc. "I
„ J"1*" Pf!"» MORFXAND
Texas Textile Mills
PAMS, INC.
3006 Indiana, PR-2900
Temtron "
Tenylhist
Nic-Rid
BILL MEEKS
B. G. POWELL ADV.
2523 Carlisle, RI-9231
Dennison Mattress ^ B. G. POWELL
RATCLIFFE ADV.
Mercantile Bank Bldg., RA^035
,. _ , I MORELLE
Magnolia Petroleum ^raTCLIFFE,
j JR.
ROGERS & SMITH
Reserve Loan Life Bldg., Rl-604-4
National Cotton Council
Burleson Honey
Dearborn Stove
Dearborn Evaporative
Fourth Army
Continental-Pioneer Airlines
Taylor Bedding
First National Bank
Uvalde Rock 8: Asphalt
Guiberson, Inc.
J-B Paints
Insurance Co. of Texas
RANDALL
BROOKS
MARY ANN
BACCUS
DAVE
McCONNELL
HOWARD
FISHER
WILSON GOSS
DOROTHY
CANTRELL
HERBERT
ROGERS
48
SPONSOR
CHANNEL t
WISH-TV
INDIANAPOLIS
the most popular programs
in trie Indianapolis area
are now on W I5H-1 w
1000 FOOT
TOWER
316,000 WATTS
SEE THE
BOLLING COMPANY
FOR
AVAILABILITIES
CHANNEL 8
WISH-TV
INDIANAPOLIS
8 AUGUST 1955
49
"=
AGENCY. ACCOUNTS, ADDRESS «. PHONE TIMEBUYERS
ERLE RACE1 & ASSOC.
SOia Vmplm, PR-3105
Delaware Punch j
Mi \ , sti i Fuel (
Vmerican Wood Window KI,IK KACEV
S.P.I.B.
RUTHRAUFF & R> \N
FUUtlit) i niun I, if BUg., Ri-otr,:i
Kracketts Co. ] } ( 8IMMONS
Rug Sheen [ ERMF. LOVAN
Fritos (ex. of Texas) f EI> GAINES
Lon, Star Gas | AI.F.X I-APPAS
SIMMONDS & SIMMONDS
2100 Jackson, PR-8064
Universal Mills
Craft Hosiery
Luby's Cafeterias
Child's Grocery
Owen Sausage
I iquid Smoke
JAMES H. SUSONG
Fidelity Union Life Bldg., ST-5593
Simple Simon Frozen Pies '
Cabell's
Power Feeds
Wendland Grain
Dallas Air-Conditioners
JACK
CRANDAIX
ROBERT T.
HERZ
CHARLIE
NOLAND
JIM SUSONG
DOROTHY
STECKLEBURG
TAYLOR-NORS WORTHY, INC.
Trinity Imirrjiil Bldg., 820 V. Horiroorf, PR-7773
Airmail
Lone
Hosiery I
Star Boat j.
"I TOM NORS-
WORTHY
PHILIP
WOLFE
American Liberty Oil 1 SHARON
'| SULLIVAN
> J. B. TAYLOR
W. W. SHERRILL & CO.
2609 Cedar Spring, RA-4-474
State Fair of Texas
Interstate Theatres
TRACY-LOCKE
2501 Cedar Springs, ST- 17 II
Buna- Mills
Rcsistol Hats
Borden
Duncan Coffee
Mrs. Baird's Bread
Comet Rice
Imperial Sugar
Fritos (Texas only)
Adleta
Reserve Life Ins.
J. WALTER THOMPSON
New Republic Bank Bldg., RI-4584
BILL
SHERRILL
GENE KEY
ERNESTINE
PARKER
PAUL
RAFFERTY
MORRIS HITE
LARRY
DuPONT
BILL JAMES
PAUL GIRARD
1 J. WILLIAM
| BRAUER
Ford Motor \ WAJ-JER .,.
.' MrGREEVY
I I1KVN
I WILLI VM>
J. D. "DOC" WILLIAMS
3908 Lammon Ave., JV-7977
Proctor's Salads ~\ DOC
Cuellar Foods i W'lLI LAMS
c i r, c i BEVERLEY
Sil-O-Shcen J upjniiN
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
TED WORKM \\
National City Bldg., PR-1247
TED
I WORKMAN
Saladmastcr | BOB PIGG
Western Co. I TOM
FLEWHARTY
Sam-Wax | t<(>|
Honey Box Salmon I MICHAELS
JOAN
J BAGGETT
FORT WORTH . TEXAS
EVANS & ASSOC.
Dan Waggoner Bldg., Edi.
Bewley Mills
Williamson-Dickie
1 ALBERT
EVANS
WM. G.
STARKE
BARBARA
SEEVER
Justin Boot Co. \
„ . . | DAN
Foremost Dairies | runuelL
(Phoenix, Tennessee, Banner)
ROWLAND RROILES
Dan Waggoner Bldg., Fannin 2261
STAN
SCHLENTHER
EARL
COLLINS
- CLAUDIA
BENGE
Bandera Hat Co. I EARL GOSS
JOHN S.
1 STEWART
GLENN ADV.
First Life Bldg., Fannin 4476
Dottie's Quickie Cookies "|
(.lobe Labs. | RAY K.
McDonald Hatcheries ^ GI
White Swan Foods
Conro Work Clothes
JOHN
STEWART
JACK HOLMES & ASSOC.
T & P Passenger Bldg., Fannin 7635
Necchi Sewing Machine Co. ~|
Ireland's Chili |
Fort Worth Livestock
Best Yett Foods j JACK HOLMES
Lazenda & Bankers Sp. Cigars K B,LL SEARS
Air. tT Tr j i TED NELSON
Archer s Champ Dog Food | jqE ev\>s
Vita-Way Corp. |
National Health it Life Ins. j
Morrison Milling Co.
WILLIAM JARY
HIS W. Fifth, Fortune 8994
I exo Feeds L BILL JARY
I JACK REID
SIMMONDS & SIMMONDS
Weil P. Anderson Bldg., Fortune 4710
Red Chain Feeds "1
W. I exas Appliance J. JACK
Dalton's Best Maid J
(RANDALL
READ-PETTY
I II I IT. Lancaster, Fannin 7605
Mission Beverage J- ,
READ
YATES ADV.
1020 Summit Ave., Edison 1173
\cn ona Boots
ATES
] TOM Y ATE
I'M I
I BERTHELOT
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
HOUSTON. TEXAS
THE ANTHONY CO.
2023 S. Shepherd, Justine 1821 & 1334
) PAUL
Southern Select Beer K ANTHONY
| MARIE
J COSTELLO
AYLIN ADV.
904 I ,.,,ii Blvd., Lynchburg 3766
DICK MINNS
General Products Co. ]
Kazmeier's Assoc. [ BOB AYLIN
Leverton & Co. Canners ] PAT GREEN
Rheem Mfg. Co. J
ALLSTATE
Hathaway St., JA 5863
BOZELL & JACOBS
Advertising Arts Bldg., Fairfax 4160
United Gas Corp. ) CARL STOREY
Consolidated Venetian Blind Co. ( JACK
> STEWART
BOONE & CUMMINGS
3003 Louisiana, Lynchburg 3677
") GRAB \M
Great Southern Life Ins. j. BOONE
MALCOLM
i I MMINCS
BRENNAN ADV.
1414 W. Clay St., Linden 7581
Texaco vMR- WHEAT
'MR rmvts
MR. CARNES
CHARLES CROSSON & CO.
3803 S. Main St., Justin 1525
1 CHARLES
AtkoCo. | CROSSON
A\ ilite of Alabama L CHUCK
, . „_ . _ , RILLING
A. J. White Co. | MR
I BERTHOLD
D'ARCY
1 715 Webster, Linden 2111
GLENN ADV.
1015 Sterling Bldg., Charier 2729
rim hewitt
ARNOLD
SHAW
GOODWIVDANNENBAUM ADV.
2306 Blodgell. Justin 0546
0JsBcaimL0,i0^DANNENBAU>
GREER. HAWKINS & AGLILLARD
4714 Fannin St., Jackson 5191
Trans-Texas Airways j. '**
KOI'ECKY
GULF STATE
Millie F.sperson Bldg., Atxrood 4385
Interstate Theatres J EDDIE MARKS
FOOTE. CONE & BELDING
510 Taft, Justin 5461
) GRACE
Grand Prize Beer I SPANIHEL
Houston World's Fair WENDELL
„ .,.,.,. I HAWKINS
So. Republic Life Ins. f ED aXXEN
Gulf States Paint I STEVE
WII.HEI.M
K AMIN
4610 S. Main St.. Lynchburg 3646
50
Mitchell Air-Conditioners >» LES KAMIN
SPONSOR
On the air
SEPTEMBER
TOWER 1151 FEET ABOVE GROUND
CHANNEL
KTBS-ty
CHANNEL ^2
SHREVEPORT, LA.
You'll want to be there. It's a
BILLION DOLLAR* Market.
. . . 1,029,000* people.
. . . 100,000 plus TV sets.*
ONLY KTBS-TV can
put you there with
MAXIMUM POWER . . .
100,000 watts VIDEO
69,800 watts AUDIO
on low . . .
•SRDS tNBC
Represented by
PETRY
8 AUGUST 1955
51
AGENCY, ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
DICK LAUCIILIN & ASSOC.
9X19 Montrose, Lynchburg 17'll
Aluminum Products Co. ^
McCANN-ERICKSON
900 I. •,,.ii Blvd., Lynchburg 1191
( hilders Mfg. "1
Humble Oil & Ref. (kern tips
Wesl l exas Cotton Oil CI til HI \nn
( ommettt Hosiery J
RJVES-DYKE CO.
2503 Roblnhood, Linden 111 tS
I Mil. RIVERS
Stewarl & Stevenson ' iom
ROOVERS
RUTHRAl FF & RYAN
1401 Melrose Bldg., Charter 1711
Texas State Optical ) TED READY
GLENN FOP
TENBEKRY
Red Arrow Labs. ( GLENN F
TRACY-LOCK F
711 Main St., (barter 5467
CLAY STEPH-
Duncan Coffee !• ENSON
TOM DALEY
SAN ANTONIO. TEXAS
THOMAS F. CON ROY
1101 Majestic Bldg., Capital 7-3456
] THOMAS
Lone Star Brewing I CONROY
(south half of Texas onlv) I MARGARET
r. *,„ STAIR
Pioneer Hour Mills | qaVE
H & H Coffee \ GUTHRIDGE
Quaker Oats i JACK SLICH-
c , _ ENMAIER
bat- 1 an | EVERETT
I LIABOE
CUSICK-SCHWERKE & WILD
20O Farm & Home Bldg., 403 E. Travis, Fannin 0974
Patio Foods I NORMAN
' SCHWKRK
SCHWERKE
GLENN ADV.
Transit Tower Bldg., Capitol 7-2369
L. H. Chessher J. JOHN FRASER
PITLUK ADV. CO.
123 Auditorium Circle, Belmont 3-6131
1 JOHN N.
i1 PITLUK
, , . ^ BOB
Starkist Tuna | HALLERAN
Pearl Beer I PAT WHITE
Alamo Livestock Commission f „A£J, .,„ ,_
PITLUK, JR.
Fab Spray LUKE
COLLINS
| DAVE
J HUBBARD
WYATT ADV.
401 Navarro, CA 6-2226
_ . . . . _ . . -, CHARLES
Freidench Refrig. } CAROLUS
Fox Company ( TOM
HOLBROOK
TYLER. TEXAS
REYNOLDS-ELKIN
271 Tyler Bank Bldg., 1-6711
Gadget Show (TV) I. BETTY'
I REYNOLDS
52
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
WACO. TEXAS
SOUTHWEST ADV.
2r,()H H aihington, 4-5501
Bluebonnet Appliances J. RAY HICKS
CIRCLE ADV.
P.O. Box 2088, 2-7301
Youngblood's Poultry iMIKl
fRINEl
HIM HART
BEVERLY HILLS. CAL.
LENNEN & NEWELL
31)11 \o. Rodeo Drive
Beverly Hills, Calif.
WALTER McCREERY
9.111 tt ilshire Blvd.
Beverly Hills, Calif.
BENJAMIN R.
1'iH I-
\\ W IER
McCREERY
ARTHUR A. MEYERHOFF 1
& CO. LYLE
328 So. Beverly Drive, Beverly Hills
GLENDALE. CAL.
WESTCOTT
HARRY G. WILLIS & ASSOC. 1
104 E. Broadway
Glen dale 5, Calif.
WILLIAM P.
STONEHAM
HOLLYWOOD. CAL.
HOLLYWOOD
FAIRFAX
I68O \o. Vine St.
Hollywood 28, Calif.
JIMMY FRITZ & ASSOC.
1680 \o. Vine St.
Hollywood 28, Calif.
KENYON & ECKHARDT
6253 Hollywood Blvd.
Hollywood 28, Calif.
McNeill & McCleery
6777 Hollywood Blvd.
Hollywood 28, Calif.
FRANK J. MILLER ADV.
1556 No. Wilcox
Hollywood 28, Calif.
RAYMOND R. MORGAN CO.
6233 Hollywood Blvd.
Hollywood 28, Calif.
WADE ADV. AGENCY
'..;.'.■/ Hollywood Blvd.
Hollywood 28, Calif.
LOS ANGELES. CAL.
ANDERSON-McCONNELL
73 1 \n. La Hrea Ave.
Los Angeles 3S, Calif.
ATCHISON, DONOHUE &
HADEN
1206 Maple Ave.. Los Angeles 15
DORIS
MORGAN
JIMMY
FRITZ
j. LES SHOLTY
J
JAMES
MrCLEERY
FRANK J.
MILLER
TERRI
BRADY
JACK KERR
SNOWDEN
HUNT, JR.
MERV
OAKNER
ROBERT C.
DONOHUE
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYER
ATHERTON ADV. AGENCY 1
8455 Melrose PI. I
Los Angeles 46, Calif.
BARNES CHASE CO.
3450 Wilshire Blvd.
Los Angeles 5, Calif.
BBDO
6363 W ilshire Blvd.
Los Angeles 48, Calif.
BUCHANAN & CO.
■t31 \o. La Cienega Blvd.
Los Angeles $Uit Calif.
FRANK BULL & CO.
1239 No. Highland Ave.
Los Angeles 38, Calif.
CALKINS & HOLDEN
71 2 So. Curson A ve.
Los Angeles 36, Calif.
CAPLES CO.
301 So. Kingsley Drive
Los Angeles 5, Calif.
MILTON CARLSON CO.
3450 Wilshire Blvd.
Los Angeles 5, Calif.
D'ARCY ADVERTISING CO.
3450 Wilshire Blvd.
Los Angeles 5, Calif.
DOYLE DANE BERNBACH
607 So. Hobarl
Los Angeles 5, Calif.
ROY S. DLRSTINE
3440 Wilshire Blvd.
Los Angeles 5, Calif.
ALFRED \.
ATHERTON
CHARI.I S \
DAVIS
LOCKE
TURNER
HdlSI >< I
WEST
MEL R.
ROACH
BLAV III M
CRAIUM
MARION
WELLBORN
RUTH
JOHNSON
I MERRIT
f WILLEY
BERNTCE
LEVITAS
WILLI \M D
SLOAN
ERWIN, WASEY & CO.
5045 Wilshire Blvd.
Los Angeles 36, Calif.
FOOTE, CONE & BELDING
90O Wilshire Blvd.
Los Angeles 17, Calif.
GLASSER-GAILEY
3416 W. First St.
Los Angeles 4, Calif.
MORT GOODMAN ADV.
614 So. San Vicente Blvd.
Los Angeles 43, Calif.
HARRINGTON-RICHARDS
5816 Wilshire Blvd.
Los Angeles 36, Calif.
WILLIAM W. HARVEY
.1717 Melrose Ave.
Los Angeles 38, Calif.
HEINTZ & CO.
611 Wilshire Blvd.
Los Angeles 17, Calif.
HIXSON & JORGENSEN
3257 W ilshire Blvd.
Los Angeles 5, Calif.
] GLENN
I BOHANN \N
\ ROBERT
/ CLARK
JUNE
K1RKPATRK
] MRS.
I R. HA
f Mi'Ri:
LYDIA
IATIon
MURIEL
J BULLIS
GRACE
GLASSER
CLAIRE
KORF.N
HI \M
WALKER
ROLAND E.
FACOBM>N
I ROLAND
f JACOBS*
ROBERT P.
HEINTZ
1 HARRIETT M
J WEIG \N1>
LEON II
III \MER
WILLI \M
BETTS
ROSS L.
-\\\ YER
ROBERT J.
DAVIS
SPONSOR
.*
In Bngland, it s:,\- here in our encyclopedia, corn means
wheat. In Scotland and Ireland, corn means o
In ii.u.-i, corn means money, from the old Indian,
wampum, qoI to b( confused with maize,
which was an old [ndian term for ;i k iml of grass :i coupl
oi rndian women domesticated bo effectively thai it
will mi longer grow wild. There is some -"it of
;i moral here, like f linu' the hand thai bites you
won 't labor H because we ha1! e
othi r com to p
Nol having been invented bj Soviet Russia, corn
- come to B tssiax attention
recently. A Soviel delegation of largeboreniks, o
ligshots, has inspei ted Lo'w a (im anted
bj Rasputin just before 1"' go1 overheated in 1916
of tlir visiting group, mi his return to the QSSE,
will shortly invent the hog, which is another
('urn. we read someplace, is the backboi
griculture. We'd be the last to deny it
billion bushels grown in the U.S.
hist year, 17'.. ame from Iowa. The I
I machine to bi called hog bj the Soviets
_ - aboui half of the corn crop, which, in turn is
got by the two-legged homo sapiens, which
:i bad arrangement. The hitter als certain amount
i without hog intervention: (owa's output
of canned corn hist .Mar was large enough to
supply each family in Iowa with 84 No. :' cans of
torn, which is a lot of sta
I'ln ■!•■ -I othi i qsi s. Without corn, much radio and
tv time wouldn't be sponsored, and if you tliink
that's snide, step. \\v mean nun makes corn
flakes which makes sponsors. It makes the
stuff laundries use too much of in men's shirt
collars, it makes an oil use.l in margarine. It D
dextrose, bourbon, and corn cob pipes, torn cobs,
among other thu - maki C II <>.. an oily liquid
railed furfural, Used to make plasl
Corn, in short, makes us and our advert j happy.
It makes purchasing power which makes sales.
WMT AM & TV
CBS for Eastern Iowa
AM: 600 Ice • TV: Channel 2 100.000
Mail address: Cedar Rapids
National Beprest / A
8 AUGUST 1955
53
AGENCY. ACCOUNTS, ADDRESS &. PHONE TIMEBUYERS
EDWARD S. KELLOGG
tttir> So* t tinmtltli I
i oj ingotm* s 7, t alif.
McCANN-ERICKSON
i / in ii Othtn Blvd.
Lot Angela 5, Calif.
DAN 15. MINER CO.
304 So. Ktngilej Drive
Lot Angelet 5, Calif.
MOGGE PR1VETT
712 Sit. Cur$on i i '■•
/.»< tngelet 36, Calif*
MOTTL & SITEMAN
till 7 Beverly Blvd.
Lot Angelet '18, Calif.
RHOADES & DAVIS
1201 W . fourth St.
Lou Angeles 17, Calif.
ELWOOD J. ROBINSON CO.
till II ilshire Blvd.
Lot Angeles 1 7. Calif.
ROCKETT-LAURITZEN
1636 So. Osford
Lot Angeles 6, Calif.
RUTHRAUFF & RYAN
3 / tit H lUhire Blvd.
Los Angeles 5, Calif.
DEAN SIMMONS
1430 So. La Brea Ave
Los Angeles 19, Calif.
BARTON A. STEBBINS
31 C2 II ilshire Blvd.
Los Angeles 5, Calif.
STROMBERGER, LaVENE,
McKENZIE
600 So. LaFayetle Park Place
Los Angeles 57, Calif.
J. WALTER THOMPSON
6399 tt ilshire Blvd.
Los Angeles AH, Calif.
WARWICK & LEGLER
2405 W. Eighth St.
Los Angeles 57, Calif.
MILTON WEINBERG ADV.
6523 Wilshire Blvd.
Los Angeler 4ft, Calif.
WELSH, HOLLANDER &
COLEMAN
350 So. Alvaradoy Los Angeles 57
WEST-MARQUIS
1220 Wilshire Blvd.
Los Angeles 17, Calif.
WESTERN ADV. AGENCY
484ft Wilshire Blvd.
Los Angeles 5, Calif.
YOUNG & RUBICAM
611 W ilshire Blvd.
Los Angeles 17, Calif.
OAKLAND. CAL.
JEWELL ADV. AGENCY
Pierce Bldg., Templcbar 2-7260
W \l I ■>
m ii.M i:
MW<\ K\l
CAIN
KAY
OSTRAMIKH
JANE
I M l>l i:
HERB
HEAVEN
I. L.
SITEMAN
1 FAYTIIE
f VENT
ROBERT C.
NEUMAN
1 DONALD C.
i LAURITZEN
[ ROBERT R.
J ROCKETT
RUTH
FREDERICKS
DEAN
SIMMONS
ART
GUDELMAN
BARTON A.
STEBBINS
GEORGE
ANTHONY
{ EILEEN
| HENRIQUEZ
JOY
MALLICOAT
JOEL
STEARNS
I JERRY
( COLEMAN
HAZELLE S.
BEAVER
EDMUND A.
LYTLE
REGINALD
SPURR
JULIE
HERRELL
AGENCY, ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
Tictlemann & M< Morran ~\
(Sun-Btet Canned Foods) ■g™^n(
Mary hllcn s Jams 8t Jellies I
SALINAS. CAL
COHAN, JOHN, ADV.
H37 S. Main St., Salinas 2-6468
Central Calif. Artichoke Grower! \
Lettuce, Inc. (
JOHN COHAN
SAN FRANCISCO. CAL.
ABBOTT-KIMBALL
405 Montgomery St., Exbrook 2-6275
General Paint J.
N. W. AYER
Russ Bldg., Suiter 1-2534
Hawaiian Pineapple (Dole) }.
BBDO
Russ Bldg., Sutter 1-2232
MJB Coffee
Pacific Tel & Tel
Standard Oil of Calif.
San Francisco Brewing
BEAUMONT & HOHMAN
Russ Bldg., Garfield 1 -0846
East Bay Producers Milk
Hannah Labs.
McCormick & Co.
Pacific Greyhound Lines
BIOW-BEIRN-TOIGO
703 Market St., Car field 1-4854
Dennison Foods
Langendorf United Baker
>ds )
ies f
HELEN
DUNNE
WILLIAM
COLDREN
BETTY
SHARE
JOAN
McGRATH
ANNE
HOHMAN
LYNDON
GROSS
ROSEANN
SPEARS
BOTSFORD, CONSTANTINE & GARDNER
625 Market St., EXbrook 2-7565
Calif. Prune Advisory Board ~\
c JiT,a?, Aif I,ineS 1 MARY
Sego Milk Products | FERRITER
Tillamook County Creamery J
BRISACHER, WHEELER & STAFF
1660 Bush St., PR. 6-260O
Crown Zellerbach (Zee Prod.)
Hershel Calif. Fruit Products
MARY
ELIZABETH
, LOEBER
Pictsweet Frozen Foods ( jean
Van Camp Seafood MALSTROM
RROOKE, SMITH, FRENCH & DORRANCE
149 California St., YVkon 6-6836
Folger's Instant Coffee 1
Granny Goose Potato Chips I 2TOR.I?...c.
„ . , _. , WILLI AMs
Guittard Chocolate
BUCHANAN & CO.
155 Montgomery St., YVkon 6-2927
Tide Water Associated Oil r P^RTRUDE
I MOLLER
CAMPBELL-EWALD CO.
235 Montgomery St., SVtter 1-8736
Rhcem
Goebel Brewing ]
Mfg. (Wcdgewood Ranges) X
Goebel Brewing } BERNICE
ROSENTHAL
AGENCY. ACCOUNTS, ADDRESS & PHONE TIMEBUYERS
CONNER, JACKSON, WALKER & McCLURE
461 Market St., YVkon 6-0196
Golden Nugget Sweets
Western Condensing
(Peebles Dog Milk Formula;
AUDREY
JANISEN
DANCER-FITZGERALD-SAM I'LL
114 Santome St., DOuglas 2-5107
GLENN
WILMOTH
SIDNEY
STIVERS
Falstaff Beer (West Coast)
Gen. Mills (Sperry Div.)
Guild Wine
Pratt-Low Preser\ing
ROY S. DURSTINE
1736 Stockton St., EXbrook 7-0456
Roman Meal
Oakland Zone Chevrolet Dealers
Flotill Products
(Tillie Lewis Tasti Diet)
Wine Advisory Board
E. E. FISHER & ASSOC.
154B Stockton St., YVkon 6-5739
Gallo Wine \ PAT LAMB
FOOTE, CONE & BELDING
Rutt Bldg., Sitter 1-2355
CVA Corp. (Roma Wine) "| HELEN
Rolley, Inc. (Sea & Ski Lotion) I STENSON
Safeway Stores f EVELYN
Southern Pacific Railroad J KLEIN
SIDNEY GARFIELD & ASSOC.
26 O'Farrell St., EXbrook 2-3420
Chemicals. Inc. (Vano Products) "1
Harrison Products (No-Doz) I MARTIN
Ore-Ida Potato Products f WOODWARD
Simon Mattress Mfg. (Serta) I
GUILD, BASCOM & BONFIGLI
130 Kearny St., YVkon 2-604O
Best Foods (Skippy Peanut Butter) "I _nn
Foremost Dairies I McDONAIJB
Ralston Purina [ DICK TYLER
Regal Amber Brewing J PEG HARRIS
M. E. HARLAN ADV.
525 Market St., DOuglas 2-5721
Nob Hill Coffee J. M. E. HARLAN
HARRINGTON-RICHARDS
256 Sutler St., EXbrook 2-6025
Avoset (Qwip) [. v:
HONIG-COOPER CO.
J27S Columbut Ave., ORdivay 3-4469
Bell Brook Dairies (Slim Milk)
Clorox
C & H Sugar
Italian Swiss Colony Wine
Girard's French Dressing
Leslie Salt
McCANN-ERICKSON
114 Sansome St., DOuglas 2-5560
Calif. Packing (Del Monte)
Calif. Spray Chemical
Lucky Lager Brewing
Nal'l Lead (Dutch Bo\ Paint)
S.O.S.
RICHARD N. MELTZER ADV.
7«5 Market St., YVkon 2-5877
Donald Duck Beverages
Harrah's Club
T re wax
MILLER
VIRGINIA
SOTH
BETH
WALKENDORI
JOHN W.
DAVIS
KEITH
LANNINC
JOSEPH
NARCISSO
MARCY
SANDERS
54
SPONSOR
1011
33/736
in 1^1 hours!
interviews
IV vll V San Vntonios leading independent, com-
pleted a coincidental automobile- listener survey .it
10 traffic light locations, June 19-25.
Here are the facts:
INDIVIDUAL STATIONS SHARE-OF-AUDIENCE
57 AM
June 20
7-9 AM
June 21
9-11 AM
June 22
11 AM - 1 PM
June 25
1-3 PM
June 19
3 5 P.M.
June 24
57 PM
June 23
KONO
31.96%
29.85%
37.79%
34.49%
31.06%
26.59%
25 53%
Station
A
11.44
6.56
6.23
11.84
9.29
10.47
10.79
Station
B
10.85
12.35
12.34
5.85
12.83
8.33
12.51
Station
C
3 23
1.83
2.60
2.74
3.81
3.06
3.80
Station
D
18.76
20.51
23.51
18.36
18.68
22.69
18.03
Station
E
2.20
1.54
1.43
2.00
2.84
2.06
2.74
Station
F
7.77
7.21
3.77
<? 55
12.65
13.90
9.68
Station
G
7.77
9.41
4.55
8.66
4.42
8.32
8.46
Station
H
6.02
10.74
7.78
6.51
4.4 2
4 58
8 46
For Complete Information and a Personal Surve) Copy,
Contact
H. R. Representatives, Inc."
Clarke Brown Co.
or
KONO
■■'After August 1 5
8 AUGUST 1955 55
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS
RAYMOND R. MORGAN CO.
jt.o California St., DOugUu 2-6073
J. A. I'olgcr Coffee (regular) J-
HERB NELSON & CO.
11,1 \t,„k,-l S/.. f\h,
Pen Hi Canning )
Ram lin Soup {
i-itlt I I It
\M>I ItSON
ill 1:1:
Ml -ON
KELSO NORM iN ADV.
22i Kearny St., DOuglai 2-5942
Golden Grain Macaroni "|
11 1 Brand I rosted I oods
Slokely Van Camp J
RUTHRAUFF & RYAN
Rum 111,1-.. l\l, ,,„.!. 2-1616
Safewaj (Edwards Coffee,]
Canterbury Tea, Lac-Mix,
Dulc li Mill Cottage Cheese.
Guthrie Biscuit) J
ROBERT R. SELBY & ASSOC.
522 Powell St., 111..,,, 2-6936
All mite Div., Stewart Warner [• NEIL HEARD
CHARLES STUART, ADV.
625 Market St., DOuglai 2-2438
Kl I Ml
NORM \N
BERYL
IHEURER
VIRGIN! \
CRAWFORD
Bank of America J.
J. WALTER THOMPSON
320 California St., GArfield 1-3510
Ford Dealers (No. Calif.)
Safeway (Lucerne Milk)
Shell Chemical
Pineapple Growers Assoc.
Kraft ( ottage ( heese 1 W. Coast)
JANET
LINDSAY
FRANCES
AUSTIN
AGENCY. ACCOUNTS. ADDRESS &. FHONE TIMEBUYERS
\\ \NK. LOUGEE, MacDONALD & LEE
(25 Bush St., EXbrook 2-6545
Cutter Laboratories 1 D
Wilson & Geo. Meyer Co. J >f
DAVE
ar DONALD
WEINER, OHLEYER, REYNOLDS
& BAKER
119 ( „t,)„r„i., St., ilk,,,, 2-27IIO
Belfast Beverages I
I oieinost I \apoiati cl \ W " ' ' XM
.... ,' , f ANDERSON
Dehydrated Produ< ts I
WEST-MARQUIS
7H5 Market St., GArfield 1-1716
Southern Star Tuna & Bonita J. HAL MARQUIS
FRANK WRIGHT NAT'L CORP.
995 Market St., DOuglai 2-5470
Calo Dog Food \ OOROTHY
I KOEMME
YOUNG & RLBICAM
Rusa Mils;., DOuglat 2-69 77
Calso Water] JAMES
W. P. Fuller faint MrMANTS
... . „ „ „,. L E. PATRICK
Mission Bell Wineries [ HE4LY'
Petri Wine ML'RLE BIRK
BOISE. IDAHO
CLINE ADV. SERVICE
First Nat'l Bank Bldg., Boise 3-2531
Bohemian Breweries
Kand
veries 1
id-Ice f
R. C.
OSTA.NDER
AGENCY, ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
PORTLAND. ORE.
SHOW ALTER LYNCH ADV.
Mderwoy Bldg., Broadway 0525
Hale) Canning ) FRANCES
( net's famous Foods ( ARNETT
SEATTLE. WASH.
BOTSFORD, CONSTANTINE & GARDNER
1 WO Touer Bldg., Eliot 3523
Olympia Brewfng } \{]*™RPly
(OLE & WEBER
920 Republic Bldg., Eliot 7377
Washington State Apple Comm. \ {?A™° FLIN1
MILLER, MacKAY, HOECK & HARTLNC
510 Virginia St., Mutual 6363
RALPH E.
Bardahl Manufacturing J. ^MQUIST
PACIFIC NATIONAL ADV.
2124 Fourth Ave., Eliot 1401
. GERTRI HI H
Washington Fruit Comm. | NYMAN
Orcgon-Wash.-Calif. Pear Bur. CORK
MOBLEY
RUTHRAUFF & RYAN
Northern Life Touer, Eliot 1572
Fisher Flouring Mills "I
Nalley's Inc. RfcR«ARI)M)N
Vernell s Fine Candies J
• • •
I. \cw stations on air*
CALL
LETTERS
CHANNE
NO.
ON-AIR
DATE
ERP (kw)"
Visual
Antenna
(ft)"*
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKETt
(0001
PERMITEE, MANAGER, REP
SAN JOSE, CALIF. KNTV 11
FAYETTEVILLE, N. C. WFLB-TV 18
21 July 5.4 2769
15 July 98.5 320
CBS
NBC
None
None
UFA Stancl?rd Radio &. Tv Co.
r,r** Sunlight B-kers.
A. T. Gilliland. sole owner
MfA Fayetteville Bcstrs
'^r** Harry B. Stein, pres
Neil A. Currie. Jr.. vp
If. !%ew construction permits*
CITY & STATE
CALL
LETTERS
CHN0NEL ' DATE OF GRANT
ERP (kw)'
Visual
Antenna
(ft)*"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER. RADIO REF
PITTSBURGH, PA.
LAREDO, TEX.
ODESSA, TEX.
WWSW
KOSA-TV
11
8
7
20 July
20 July
13 July
286
28.2
20.2
855
240
390
KDKA-TV
WENS
None
None
480
NFA
NFA
WWSW Inc.
P. G. Pub! Co. owner
(Pittsburoh Post Gazette)
Oscar M. S:hloss. prcs.
Vidicon Industries of America
H. C. Aviry. David H. Cole, owners
Orlssa Tv Co. tr-v-,-.-
Bcstg Co (KOSA) 50°o>
C. L. Trigg, pres.
Cecil Mills, vp
Tayl
roy srnnr
DUA olunt
U. S. stations on rri.r
422
253§
Markets covered
1 . S. tv sets <1 July '55)
36,477,000§
1 S. tv homes (1 June '55).
31, 200. 000?
•Both new c.p.'s and stations going on the air listed here are those which occurred betwer
1 July and 15 July or on which Information could be obtained in that period. Stations a
considered to be on the air when commercial operation starts. "Effective radiated power. Aur.
power usually is one-half the visual power. ♦••Antenna height above average terrain in-
above ground), tlnfnrmation on the number of sets in markets where not designated as belr
from NEC Research, consists of estimates from the stations or reps and must be deemed approi
mate. §Data from NBC Research and Planning, lin most cases, the representatives of a rtd
station which is granted a c.p. also represents the new tv operation. *ir\re at presstime it
generally too early to confirm tv representatives of most grantees. SPONSOR lists the repj •
the radio stations In this column (when a radio station has been given the tv grant). NFA: >
figures available at presstime on sets in market.
>r monochrome . . . WKY-TV's proven leadership in cover-
tration and audience acceptance in the large area of Okla-
ich it serves, assures the advertiser of a maximum audience
for his sales promotion "picture."
Now in its 7th year of progressive operation, WKY-TV is years ahead
in technical and production know-how in black and white TV . . and
leads the nation in accumulated color TV experience!
Contact your Katz representative for the latest Pulse and A.R.B.
evidence of WKY-TV's rating dominance . . . and while you're at it.
ask him about the Oklahoma SALES-SUCCESS of satisfied clients who
are enjoying the beautiful "sales picture" WKY-TV paints for them!
Owned ond operated by THE OKLAHOMA PUBLISHING COMPANY: The Doily Oklohomon, Oklahoma City Times, The Farmer-Stockman, WKY, WSFA, & WSFA-TV
Represented by THE KATZ AGENCY
Ill
p
.12 lllllA 1
uM
nntiis if til §
Chart covers half-hour syndicated film pi
Rank
now
Past'
rank
«
10
10
il
Top 70 shows in 10 or more markets
Period 1-7 June 7955
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
1 led Three Lives. Ziv (Ml
Itatlge 711. NBC Film (D)
!»«.<
ssport to
Danger.
ABC Film, Hal Roach
(A)
Mr
District
Attorney.
Ziv (M)
Wa
terfront.
MCA Rolan
d Reed (A)
Stories of the Century, Hollywood Tv (D)
»l«ii Bt'liittff the Badge, MCA TV Film (M)
City Detective, MCA, Revue Prod. (M)
Cisco Kid, Ziv (W)
Ethlie Cantor. Ziv (C)
Average
rating
23.7
22.fi
21.9
20.1
18.
18.3
18.1
16.9
1.1.8
15.7
7-STATION
MARKET8
L.A.
4.9 72.4
kttv
8:30pm
uabc-tv
in " n
75.9
kttv
7:30pm
6.9
kcop
B 00pm
5.8 7 7.9
wabc-tv
10:30pm
knxt
10:00pm
6.3 27.7
wabd
:30pm
kttv
7:30pm
75.4
kttv
0 :00pm
6.8 70.8
uebs-tv
6:30pm
kttv
:30pm
9.2 73.7
wplx
9:30pm
knxt
10:30pm
3.2 9.7
uabc-tv
6 :30pm
kttv
B :30pm
2.3 8.4
abc-tv
10:00pm
kttv
:30pm
5-STATION
MARKETS
Boston Mnpls. S. Fran
28.5 22.9 77.5
H liar t V
7 :00pm
kstp-tv
8:9 ii
kron-tv
10:30pm
23.7
20.5
28.7
wnac-tv
6:30pm
kstp-tv
9:30pm
kpix
9:00pm
70.2
75.8
keyd-tv
7 :30pm
kron-tv
10:30pm
78.7
35.2
27.0
wnac-tv
10:30pm
kstp-tv
9:30pm
kron-tv
10:30pm
9.7
23.4
kevd-tv
7:00pm
kron-ti
> :;m;i!m
74.5 9.0 7.7
wnac-tv
6:00pm
wtcn-tv
4:00pm
kovr
7:00pm
25.3 75.4
kstp-tv kron-tv
8:30pm 10:00pm
76.2
wmac-tv
6:00pm
79.4
kron-tv
6 :30pra
78.4 8.5 78.5
wjar wtcn-tv kron-tv
10:30pm 10:30pm 10:00pm
4-STATION MARKETS
Startle-
Atlanta Chicago Detroit Taeoma Wash.
32.4 76.0 23.7 78.0 77.6
wsb-tv
in ::iipm
wgn-tv
9:30pm
wjbk-tv ktnt-tv
9:30pm 9:00pm
wrc-tv
10:30pm
76.5 79.7 24.2 74.4
Uk'lllV
B 00pm
wwj-tv king-tv
10:00pm 9:30pm
wrc-tv
7 :00pm
72.2 78.3
wwj-tv king-tv
10:30pm 10:00pm
76.5 9.4 20.2 77.5 8.2
wib n
7 :00pm
w bkb
8:30pm
wwj-tv king-tv
9:30pm 10:00pm
wmal-tv
10:00pm
20.7
waga-tv
9:30pm
78.2 77.4 76.0
uxvz-tv komo-tv
7:30pm
wtop-tv
10:30pm
6.7
wbkb
9:00pm
73.0
wtop-tv
6:30pm
76.0
wjbk-tv
9 :30pm
6.7
wmal-tv
10:30pm
S-8TA i
MARK .
Bait. Bu
74.5 27
wbal-tv u'ht
10:30pm 9:3
73.7 79
wbal-tv wit
10:30pm 10:3
9.8 77
wbal-tv wr
10:30pm 7:0
7 7.2 20
wmar-tv wgr
10:30pm 7 :(
78
WgT
8:0
20.0
u.l, h
10:U0pm
6.9
cklw-tv
10:30pm
6.4
wmal-tv
9:00pm
74.2 7.7 8.9 77.5
waga-tv
6:00pm
wbkb
4:00pm
wxyz-tv komo-tv
7:00pm 7:00pm
8.8 72.7 72.7 73.9 6.8
whv-a
8:30pm
wnbq
) :30pm
ttjbk tv king-tv
9:30pm 8:30pm
wmal-tv
10:30pm
74.2 78
wbal-tv wbei
7:00pm 7:«
73.5 26
wbal-tv WgT
10:30pm 10:3(
Rank
now
Past
rank
10
Top 10 shows in 4 to 9 markets
Doug. Fairbanks Presents, ABC Films (D)
Foreign Intrigue, Sheldon Reynolds (A)
3
2
4
5
4
G
8
7
5
7 |
7
9
lfl
Life of Riley. NBC Film, Tom McKnight (C)
I hi ox »»» Andy, CBS Film (C)
fiuy Lotilbardo, MCA-TV Film, Guy Lombard*
Films Inc. (Mu)
Star unrl flit? Story, Official Films, Inc. (D)
Mayor of the Town. MCA-TV Film, Gross
Krasne (D)
The Whistler, CBS Film, Joel Malone (M)
Tin' Falcon, NBC Film (Ml
Victory at Sea, NBC Film (Doc)
22.0
21.4
18.9
18.2
17.5
15.3
14.7
14.7
12.2
11.2
75.3 73.2
wrca-tv
10:30pm
krea
10:30pm
3.9 7 7.3
wabc-tv
in 30pm
krea
10:00pm
70.9
kttv
8:00pm
5.4 74.4
ivcbs-tv
4 :30pm
knxt
5 :30pm
8.9 5.9
kttv
':00pm
9.8
u i « a - 1 v
7 :00pm
kttv
10 :00pm
4.8
rca-tv
11 :15pm
72.6
kttv
10:00pm
7.4
knxt
10:30pm
6.7
kttv
7:00pm
22.4
ubZ -tV
10:30pm
22.2
kstp-tv
9:00pm
2.3
kovr
7 :30pm
7 7.4
kron-tv
7:00pm
7.3
keyd-tv
7:00pm
77.7
wbz-tv
11:00pm
27.4
kron-tV
10:30pin
5.9
kr\ 1 IV
7 :00pm
76.7
kron-tv
75.5
ktnt-tv
9 :30pm
74.5
wtop-tv
7:00pm
76.2
»«n-tv
9:00pm
27.7
king-tv
7:30pm
76.7
wwj-tv
10:00pm
3.5
cklw-tv
9 30j>m
73.5
wsb-tv
10:30vm
72.0
wwj -tv
9:30pm
9.5 20.0 73.5
wsb-tv wnbq wwj-tv
2:30pm 10:00pm 10:00pm
72.2 79.5
wjbk-tv king-tv
10:30pm 10:00pm
6.0 76.6
cklw-tv king-tv
8:30pm 9:00pm
74.7
78.
WgT
7:0
8.2
wmar-tv
11:00pm
76.
uben
10:30
markeV racing"/ Hi teT'abo'vf '"Bian?1 sDaceTn'dlc.f^ fl'tm * "L.""^^""'. 1.7'er,le1 <* ln,dlTld»aj be borne in mind when analyzing rating trends from one month to "another "in" this dulC
•u e. uianK space indicates aim not broadcast in this market 1-7 to last months chart Ii blank, show was not rated at all in last chart or was in oth
June. While network shows are fairly stable from one month to another in the
which they are shown, this Is true to much lesser extent with syndicated shows. Thli|
I
1
ilk
k simis
I lly made for tv
ff
H
STATION MARKETS
Bah f. —
bin Mllw. Phil*. St. L.
4.2 23.2 10.2 79.9
|U IV k.il IV
8.5 73.9 22.2
: 10pm r oopm
79 24.9 77.9
7.2 23.5 9.0 790
10 00pm
4.7
77.5
.7
7 25.9 8.0 75.2
k»,l l
i 30pm 7:00pm I" 30pm
2.9
23.2
77.3 23.2 6.5 20.0
mix »r 1 1 i\ ;
Ipm
IIJ
!<W « ■ :
0.8 74.7
vvtinj Iv
73.9
70.9 20.4
k. i 11
JSTATION MARKETS
Blrm
Chtrlstli OiytMi
N.w. Or.
28.5
60.0 25.3
54.8
ui.u whlo tv
- 00pm
37.8
59.0 23.0
..hi,, iv
48.0 16.8
44.0
nbti »iii" >v
: oopn
m.I-ii Iv
58.3 32.8
29.0
Kin .1
I" 30pra
34.3
28.3
whlo iv
79.5
55.0
30.8
Wlilv
•
wdiu iv
31.3
37.8
whlo iv
47.0
WilMI |v
54.8
'
22.3 55.3
50.8
9 :30pm
54.8
wbti
rOpm
78.2
vv\U
74.5 7.5
U T V W
m 7 impm
30.3 54.3
vv.l.u tv
-
57.8
20.4
78.8
JT.5 11.7
38.0
mlsu iv
: (
76.0
irdsu li
'0.5 76.2 78. 5
kw k t v
10:30pm II
9.4 8.4
U X 1 \
rtpin
'**CU«alflcation as to number of stations in market Is Pulse's own.
-tntaa number by measuring which stations are actually re-
ntes in the metropolitan area of a given market even though
^wteetf may be outside metropolitan area of the market.
by ONE Television Station!
AMERICA'S 5th
RICHEST MARKET
INDIANA'S 2nd
CITY CORPORATE
AREA
Let's take a close look at the South Bend market. The Metropol-
itan Area of South Bend (population 232,000) is the Nation's
5th richest in family income. The South Bend-Mishawaka City
Corporate Area is Indiana's 2nd largest in income and sales. The
9-county primary coverage area of South Bend's television station
WSBT-TV has an Effective Buying Income of $1,165,630,000.00.
latr
Michigan
Michigan
ntlMAAT COWIA1I
Ane*
Indiana
WSBT-TV DOMINATES
THIS GREAT MARKET!
Hooper and Pulse show that no other station
even comes close to WSBT-TV in share-of-
audience. Therefore, there's only one effective
way to reach the television audience of the
great South Bend market — that's with
WSBT-TV!
PRIMARY COVERAGE AREA: 9 Rich Counties in
Sorthern Indiana and Southern Michigan.
A CBS BASIC OPTIONAL STATION
ASK PAUL H. RAYMER COMPANY* NATIONAL REPRESENTATIVES
w
Tf/t:P/dO<?&iMTt//ir& ffiOA/rP/IG£ A
®m
v.-/"- r~-t*.
D
Starri.
kHIS CREED— devotion tb duty]
HIS REWARD — unswerving
loyalty of his r
i \
^
AS HEAD OF II
t«
SENSATIONAL PRODUCTION VALUES!
FILMED ON THJE HIGHWAYS 1
... at scenes of real roadblocks, fires, disasters, investiga
... in real homes, farms, factories, along the way!
... in real State Patrol headquarters!
mertwy based on the experiences of state troopers in all 48 states •
ik /vard Winner
HIGH-OCTANE ADVENTURES OF MEN OF
SKILL AND DARING . . . stories that bring
viewers back week after week.
^4
TO
H'G>
*'Nt
Qss'»9
ort>
ei^
>A/AY PATROL
II
f
HALF-HOUR A COMPLETE STORY!
EWEST TV CAMERA TECHNIQUES!
IAGINATIVE DIRECTION!
* RAMATIC MUSIC!
DTHENTIC STORIES!
M0M>
rffftme/
*>A
°^/C
"r^o
GHW
^y
**S
AUDITION THIS FAST-MOVING SALES
VEHICLE. WIRE, PHONE OR WRITE TODAY.
•ANTIC SAFETY COUNCIL TIE-INS.
CINCINNATI NEW YOIK HOLLYWOOD
a forum on questions of current interest
to air acfrertisers and their agencies
is the radio dish jockey oi totlay its inl'luentlal a
salesman us he tens yesterday?
D.j. STILL HAS LOYAL AUDIENCE
By Herbert J. Stiefel
Vice-President
The Blaine-Thompson Co.. IS. Y.
Willi the increas-
ing importance
of merchandising
in advertising at
both the trade
and consumer
levels, today's
disk jocke) can
become an ex-
tremelj potent
sales property for the advertiser.
In our experiences, we have found
that the wholesale trade is often more
impressed with the name, personalis
and audience lovaltv to the disk jockey
than they are with the actual campaign
budget and schedule. Therefore, we
trequentl) plan trade advertising, di-
rect mail and sales presentations for
our clients built around the disk jockey
who will deliver the commercial to the
consumer.
In many instances, we have found
the disk jockeys are available and the
radio stations most cooperative toward
arranging "in person" appearances at
sales meetings, new store openings
and for new product demonstrations.
Furthermore, there isn't any ques-
tion about the tremendous mail and
sale response to specific promotions.
We find that most disk jockeys enjoy
an audience which is fiercelv loyal to
their particular program and to the
products advertised by the personalis.
Therefore, the advertiser receives an
added plus in the form of a psuedo
endorsement l>\ the disk jockey, which
also reflects itself in the increased sale
of the advertised product.
Today's di>k jockej is a smart.
super-salesman. He makes every effort
to concentrate his program and patter
on a particular audience group, rather
than to attempt to cover the field. This
makes it comparative!) simple for an
agency to select the right personal it \
for the product to be advertised.
Naturallv. there are exceptions, but
generally the radio advertiser can
make a much greater impression on
the trade and on the consumer b) sup-
porting bis product with a schedule
which includes disk jockey personali-
ties rather than by the use of a spot
radio schedule with commercials de-
livered bv anonymous staff announcers.
RATINGS, RESULTS SAY "YES"
By Richard M. Klaus
General Manager
WERE. Cleveland
Emphatically,
jlr^\ YES! Bui
<g*H member . . . "disk
jockey" is far too
general a term
these days. The
disk jockey of
yesterdaj w a s
unique. He stood
out with his pro-
gram of records, among live music,
variety and dramatic shows. But to-
day's man with the records is just an-
other juke box unless he has the talent,
promotional know-bow. personality, a
good amount of air time, and the drive
to work 24 hours a day. This kind of
disk jockey, located on the right sta-
tion, is not only as influential a sales-
man as yesterday's — he's the most pow-
erful salesman in the city ! There's
never been anything like him!
You'll find your proof in the rat-
ings. In (.lev eland, one disk jockey
consistently pulls 40 . . . 50 . . . even
609? of the audience. This, in an
eight-station market. Yesterdaj s disk
jockeys couldn't compare . . . and the)
still don't today. Look at the appeal.
The disk jockey who is strict K "teen-
appeal" belongs to that yesterday
crowd. Again in Cleveland, the high-
est-rated "personality-promoters" are
reaching the adult audience.
Look at the sales results. With this
mass exposure, you can't help but get
them. Here in Cleveland. <!()() units of
a S25 item were sold for a department
-lore in one afternoon! Count the id-
vertisers. There's your proof!
IT DEPENDS ON THE D.).
By Elmer O. Wayne
Sales Manager
WJR. Detroit
The question as
asked is a rela-
tive one because
the effectiveness
of any individu-
al handling rec-
ord shows varies
as does the effec-
tiveness of an)
individual sales-
man. In most cases, he reflects the
program policies and management
standards of practice of the station iie
represents. 1 his governs the atmos-
phere he creates when he delivers a
sales message.
Most people like music of one kind
or another. The most effective music
shows are those where the artist con-
ducts himself and his program as the
invited guest of the listener. Their in-
dividual manner of presentation, how-
ever, runs the gamut of extremes.
There are those who play it straight
with a maximum of music, minimum
of talk, outside of integrating com-
mercials into the program.
The counterpart is the individual
who is completer) fascinated by the
sound of his own voice, gets all broken
up over his own humor, which he sin-
cerely believes is the world's funniest.
62
SPONSOR
and m|1ci~ IBUflic mils a- .1 two-and-a-
half minute interval bo thai he i hi
catch his breath before again holding
In- audience t il anj ! spellbound.
\i \\ JR, we have found the morn-
ing and evening peak traffic periods
niu-i effective for a recorded-music
program, in v% 1 1 i * - 1 1 incidentall) we use
the same emcee. 1 > « » 1 1 1 pei iods i reate
an atmosphere in which the listenei i-
receptive to a sales message. Besl e\ i
den< c of the sua ess <>f this program
Music Hull. as it's called i- ili.it 52
weeks .i year it is consistentl) fi I !• -« I
wild satisfied advertisers.
THERE ARE GOOD AND BAD
By Charles I.. I. ruin
Yict'-Prcsidrttt Rndio-Tv
Thr Rockmore Co.. Y. >'.
The question here
posed reminds me
of the Floogle
Street snapper
. . . "you just
can't jiet there
from here." To
give a quaiitath e
answer to a spec-
ulative question,
when \mi have nothing bul some quan-
titative materia] to go by, taxes the
abilities, no matter how highly de-
veloped, of the advertising analyst It s
a blue sky question that even the blue
-k\ boys will have to slow down on.
Hut as long as we're guessing on the
answer and that's all we can do
let's tr\ and do it with some sense of
objectn it\ .
Surveys -how that teenagers prefer
di-k jockeys . . . and the) certainly
have their favorites ... to all other
radio fare. If we can assume that
popularity breeds contentment on the
part of advertisers, thai a mass audi-
ence is the hest climate for ma— sales,
then the answer to the question mu-t
be not thai they are as good as or
worse today, hut rather that they are
still a very effective media tool — in
direct ratio to radio"- effectiveness
today .
I don't know how to measure, com-
paratively, today's personality againsl
yesterday's. 1 know this though: the
stations and the agencies and the ad-
vertisers are most sensitive to a per-
former's hold on his audience. If the
man delivers, in term- of audience and
reflected sales, then he must be COn-
\ Please turn to paste 113 I
8 AUGUST 1955
*Z
Experience makes a world of difference when it comes to
quality TV production. On the air since 1948, WBEN-TV
is — by far — Buffalo's oldest TV outlet, with television
know-how that has been seven long \ears in the making.
Nearly every man on the WBEN-TV staff has been with
this pioneer station since its early beginning. These skilled
veterans work in two fully equipped studios that permit
staging with unhurried care.
The fact is, WBEN-TV means Q-U-A-L-I-T-Y. And in a
field where quality is crucial, here's good news: There's no
need to settle for anything less when quality production
by WBEN-TV costs no more.
^
&
X*
rt\>
*<
»«
t*
°s *&*'
N^s CBS NETWORK
WBEN-TV
BUFFALO, N. Y.
WBINTV Representative
Harrington. Righter and Parsons. Inc.. New York. Chicago. San Francisco
63
..
HOMES
SPONSOR: Tilton Homea Corp. IGEN< \. Direct
( VPS1 IK I VS1 HISTORY: ifter six weeks of adver-
tising their neu homes on WREX-TV, the TUton Homes
Corp. writes: "We have had such an outstanding response
that it necessitated putting on an additional salesman. We
also found it necessary to take a room in a hotel in Beloit
jor three days to handle the response." TUton sponsored
George Raft I am the Law (Urn shoiv for 39 weeks \syndi-
cator: MCA TV). The cost was $260 per week; live com-
mercials with photos of homes, floor plans were used.
WREX-TV, Rockford. 111.
PROGRAM: / am the Lau
ORANGE JUICE
SPONSOR: Minute Maid AGENCY: Ted Bates & Co., N. Y.
CAPSULE CASE HISTORY: When Minute Maid started
its schedule on WTOP-TV, it was running sixth in sales
in the 11 ashington, D. C market and distribution was
spotty. After six months on W TOP-TV, using participa-
tions in the Mark Evans Show and station breaks and
minute announcements at other times throughout the day.
Minute Maul was third in the market and sold in all the
major grocery chains. The weekly cost: $650.
WTOP-TV, Washington, D. C. PROGRAM: Mark Evans Show,
announcements
CARS
SPONSOR: Motor Twins
AGENCY: Direct
CAPSULE CASE HISTORY: Motor Twins sponsors the
news every Sunday, 10:30-10:45 p.m. Three used cars
are shown on each program. Each time all three cars
have been sold during the early part of the week, in most
cases during the first few hours the following day. One
Monday two 1955 Fords icere sold before 9:30 that
morning. The sponsors weekly cost is $150.
WBRE-TV, Wilkes Barre, Pa. PROGRAM: Motor Twins News
PEANUT BUTTER
>PO\SOR: llallam & Son
AGENCY: Direct
CAPSULE CAM; HISTORY: Almost a year ago the Hal-
lam Co. decided to try tv to increase sales of peanuts and
peanut butter. They bought a segment of KYTV's chU-
dren s program. \\ rangier, aired daily 4:30-5:30 p.m.
President Hallam ivrites of the results: ". . . so phenome-
nal ice liave just completed the installation of several
pieces of the latest, most modern equipment. . . . The
expansion of our plant," said he, "was made necessary by-
increased sales due to the effectiveness of the tv program."
KYTV. Springfield, Mo.
PROGRAM: Wrangler
LOANS
SHOCK ABSORBERS
SPONSOR: Columbus Shock
Absorber
AGENCY: Kostka. Bakevell &
Fox. Denver
CAPSULE CASE HISTORY: The sponsor uses announce-
ments in the Academy Theatre program, a 10:00-11 :3c
nightly film feature. Agency writes: "Our sales in the
Denver area were tenfold those of a year ago during the
same period. We can recommend these late evening spots
as a sure-fire way to reach a sizable audience." The cam-
paign consisted of 16 participations over a two-week peri-
od and cost $1,080.
KOA-TV. Denver
DOORS
SPONSOR: Seaboard Finance Co. AGENCY: Frank Bull &
Co., LA-
CAPSULE CASE HISTORY: Seaboard runs five partici-
pating announcements per week on KKTV . There are
three Seaboard loan offices in the area — one in Colorado
Springs and two in Pueblo. The announcements are film,
straight pitches for loans. Peter J. Broun, advertising
supervisor, reports 112 loans during three months direct-
ly attributed to television. Usually, "in a comparable pe-
riod, if we wrote a third of that amount we would be
happy. Statistically we are getting this business at ap-
proximately half the cost we feel indicates a successful
campaign." Each announcement costs $40.
KkT\. Colorado Springs-Pueblo PROGRAM: Participating
Announcement!
PROGAM: Academy Feature Films,
participations
SPONSOR: Cash Lumber Co. AGENCY: Direct
CAPSULE CASE HISTORY: After one live demonstra-
tion of a new type "Do It Yourself" door unit, the Cash
Lumber Co. sold 50 units within 24 hours. The demon-
stration was presented within Community Crossroads, a
6:30-7:00 p.m. interview program. Within the first week.
125 units, selling at $18.54 had been sold. The gross sales
for the week: $2,317.50. Sponsor's cost: $66.
KDl B-TV, Lubbock. Tex. PROGRAM: Community Crossroads
WOODland-TV is big territory!
The toughest fighters — trout, bass, salmon, tarpon — meet their match in Shakespeare's
resilient, gloss fiber Wonderod. It's lough, light, rugged; designed to bring in the big oncsl
Wherever the fish are biting, you'll find
Shakespeare tackle — from WOODland, U.S.A.
'"Shakespeare" is a name dear to the heart? of fishermen — from Alaska to the
Caribbean. And the Shakespeare Company, manufacturers of taekle for both
fresh and salt water use, is one of the largot in the industry.
Companies like Shakespeare give Western Michigan industry the kind of diver-
sification that makes for sound prosperity. Many world leaders are loeated here
... in Kalama/oo. Battle Creek, Muskegon, Lansing . . . and in the primary
trading center of Grand Rapids. This rich area is served by WOOD-TV —
which has the 20th highest set coverage in the country. For top sales results,
schedule WOOD-TV, Grand Rapids* only television station!
WOOD-TV
WOODland CENTER
GRAND RAPIDS. MICHIGAN
GRANDWOOD BROADCASTING COMPANY • NBC. BASIC; ABC. SUPPLEMENTARY
WFBM-AM AND TV. INDIANAPOLIS. IND.; WFDF. FLINT. MICH.. WTCN-AM AND TV.
WOOD-AM. WOOD-TV. REPRESENTED BY KATZ AGENCY
8 AUGUST 1955
• ASSOCIATED WITH
MINNEAPOLIS. MINN.:
65
EMP
ADVERTISERS'
i Refrigeration, Inc.
Amei - Corp.
\nif i i< hi Oil Companj
ipanj
Anheuser Buacri, [nc.
I mpanv
CBS-G lumbia
I H poration
l lei !m. < ompanies
■ ising Program
Faletafi Brewing Corporation
Genera] Electric Compan)
Genera] '
General Motors Corporation
Hamm Brewing Compan)
Belene Curtis Indus tries, Inc.
Kellogg * ompanj
Lehn & Fink Products Corp.
Liggett & \I\-r> Tobacco Coinpam
Lincoln -Mercury Dealers
P. I •>■ illard Company
Pel Milk Compan)
Procter & Gamble Company
Regal Amber Brewing Company
Revlon Products Corporation
R. J. Reynolds Tobacco Compan)
-. I lit/ Brewing Company
I \ . SwanSOn & Sous
The Toni I ompan)
United States Steel I orporation
Weatinghouse Electric Corporation
E M P
STATIONS*
KVOS-TV Bellingham, Wash.
KBSI 1\ Bi{ Spring, [ex
WCBI-T\ Columbus, Miss
\\ MSI I \ Dei atur, \la.
w 1 \ -i Dothan, Ala.
WFLB-TV Fayettevillej N. C.
\\ INK-TV Ft. Myers, Fla.
KFXJ-TV Grand Junclion, Colo.
WDXI-T\ Jackson, Term.
WKNY-TV Kingston, N. 1 .
\\ F \M I V Lafayette, Ind.
KLF1 r\ Lafayette, La.
KTAG-TN I ake i liarles I a
Kl .AS-T\ |
KCVO-T> Missoula, Mont.
KTVO Oltumwa, Iowa
WJDM-TV Panama City, Fla.
KOTA-TV Rapid City, - D
WBOC-T\ Salisbury, Md.
KVEC-TV San Luis Obispo. Cal.
KLIX-T\ Twin Falls. Idaho
Kl\ A 1 111!
*./• oj July 15, 1955
;
Reaching out to pull them in ...
Thirtj <M5S Television Network advertisers are
now reaching out to sell an extra market oi close to
one million families. \ml thej are doing it .it
one third less cosl than was possible bix months ago!
Their network line-ups now embrace the small-market
stations available individually or as .1 group under
CBS Television's Extended Market Plan iKMI'i.
Combined these 22 Nation- deliver a market with a
population larger than Boston . . . an effective l»u\ ing
income greater than \\ ashington, D.C — and total
annual retail sales larger than Pittsburgh. Vnd each
advertiser is reaching these 22 markets at the same
favorable cost per thousand as station- serving the
largest metropolitan areas— a cost made -till more
attractive by discounts ranging up to IV, .
The Extended Market Plan is one of the besl package
buys in all television— tor each of the participating
advertisers gets as a "bonus":
Unqualified enthusiasm of dealers now enjoying
the powerful support of network television . . .
Goodwill of millions of prospects grateful for the
opportunity to see outstanding network programs . . .
The vigorous support of each station 11 huh
recognizes that strong network programs make the
station stronger in its local community.
Call your CBS Television sales representative for
detail- on the CBS Television Extended Markel Plan.
He will show you how to make even more effective
what is already the most effective l»u\ in advertising...
The CBS Television Nettvork
'
VERA
BRENNAN
Director of
Radio &
Television
Time Buying
Scheideler,
Beck &
Werner, Inc.
says . . .
schedule
mmediate
1 action, I automatic-
ally put WNHC-TV
close to the top of
the list. While their
coverage, rating and
market story is better
than average, the on-
the-air sales results
are excellent . . .
that's what interests
me most."
Compare
these facts!
15 County
Service Area
Population
3,564,150
Households
1,043,795
TV Homes
934,448
Channel 8
SERVING HARTFORD & NEW HAVEN AREAS
represented by the katz agency, inc.
Television
Harry Bennett's favorite two models are daughters Joan and Candy (I. to r.)
agency profile
Hurry Bennett
Executive v.p.
Bryan Houston, New York
Harry Bennett claims that he got perfect training for advertising
in the Cornell School for Forestn : "I learned not to miss the trees
for the woods." It's an ability that he finds particularh valuable in
planning clients" radio and tv strategy.
"People tend to forget the differences between the two air media
because of the obvious similarities,"' Bennett told SPONSOR.
"Actuallv you deal with an entirely different theatrical appeal in
tv and radio. Take the different role that the soap opera played in
radio, and the role it's playing in tv. We feel that our Modern
Romances is a good adaptation of the soap opera concept to televi-
sion. The kev to the adaptation is the fact that the story line is con-
tinuous Monday through Friday, but different each week.
"In tv this change of pace is very important. In radio, the char-
acters are imaginary, they exist in the housewife's mind. She can
sustain interest in them, because she s projecting familiar character-
istics unto them. In tv. the image is destroyed by the reality, and
interest is harder to sustain."
Bennett is also very aware of the psychology of program selec-
tion. He feels that it's as important to suit the program to the geo-
graphic aspects of the market as it is to aim it to a certain audience.
"Take Baltimore, he explains. "\H ere running heavy spot tv
program schedules there for Gunther Brewing Co. Of course, we
chose programs in terms of the adult audience we wanted to reach.
But there were other considerations too. For example, our choice of
Waterfront. Well, it was a particularly apt choice because Baltimore
is a seaport. There might be certain parts of the Midwest where this
program wouldn't produce as complete response as in Baltimore.
Bennett adds that the idea of suiting a program to a local market
will become more important as tv costs continue to rise. "Regional
tv networks are the trend of the future." sa\ s he.
An officer of "The Societv for de Propagation of Relaxation." Ben-
nett decorates his office walls with monstrous fish that he has caught
as a member of that organization. In Bronxville. where he lives, he
loves to "take part in ham activities," acted in Murder in the Cathe-
dral. But the role he takes most seriously is that of father to his two
teen-age daughters, one of whom just became a Conover Girl. * * *
68
SPONSOR
IN OTHER WORDS, GENTLEMEN,
FOUR BILLION DOLLARS is a lot of dough!
In the great Northwest area which
KSTP-TV serves and sells, spendable in-
come is nearly Four Billion Dollars,
retail sales are more than three billion
dollars.*
KSTP-TV has long been the leader in this
rich market which includes over 600,000
television homes. It is the Northwest's
* Sales Management Survey of Buying Power, May
first television station, first with maximum
power and first with color.
The listener-loyalty which KSTP-TV has
won over the years through superior enter-
tainment, talent, showmanship and service
means sales for you! That's why KSTP-TV
is your first buy and your best buy in the
important Northwest market.
10, 1955.
8 AUGUST 1955
69
Maury Farrel
and Cal Douglas
Stars of
WAPI News Roundup
8 to 8:15 a.m., Monday-Friday
Stars Sell on
Alabama's
greatest RADIO station
Birmingham
Folks in and around Birmingham
like to start the day listening to this
popular team. Maury and Cal give
local and Alabama news and weather,
national and international events . . .
and this includes sports; Maury is a
great boy for sports! This program
received the AP award for Excel-
lence in Radio Journalism, and
Maury and Cal each got an individ-
ual award from AP.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy hearing
Represented by
John Blair & Co
Southeastern Representative:
Harry Cummings
(Continued from page 9)
thereby gains comfort and an escape from new types and
techniques of broadcasting that also are new opportunities.
Not that (some) numerical data can't be helpful. But rat-
ings alone, to name but one area, can never indicate the ad-
vertising value there is in the believability of a Garry Moore
or the charm of a Dinah Shore. And no audience projection
of a time slot can justify the opportunities that may be in-
herent in that time if it is slotted with a new show or some
new approach to the medium.
In my opinion, television and still, but to a lesser degree,
radio are the "emotional" advertising media. By this I mean
the audience, our prospects, get involved emotionally with
the editorial matter set before them. That's how strong is
the rapport and the self-identification of these media.
This rapport and identification are of great value to an
advertiser. But so elusive are these qualities and so impossi-
ble to chart that w7e constantly ignore much of the real im-
pact of tv (as we did in radio) because we are unable to
graph or pie-chart them.
This is one reason I personally am so excited by a recent
area of investigation being carried on by Gallup Robinson.
Briefly (I hope to devote an entire column to this shortlv)
Leyton Carter of Gallup Robinson is looking into the "Emo-
tional Quotient" achieved by the stars of tv shows. How
much, or how little, do people like them? This qualitative
insight into the numerical fact of viewing could be a tremend-
ous boon to all of us. Perhaps we'll be able to rate the rela-
tive E.Q.'s of such people as Groucho. Jack Webb, Lucy and
John Cameron Swayze. We may be assured of what we sus-
pect: that some high rating shows are of less value than oth-
ers with half the audience. But, of course, to get back to my
introductory remarks, even E.Q. won't make it possible for
us to avoid using imagination and courage as we try to get
something new and different into the medium. • * •
Letters to Bob Foreman are tceleomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs?" Bob and the editors of SPONSOR
would be happy to receive and print comments from readers.
Address Bob Foreman, c/o sponsor, 40 E. 49 St.
70
SPONSOR
'
r. I story bard
A column »pon*orvil by OIM of l/ir hading film producerg in Ivlvrition
S A It It A
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
I hi-, lively cartoon s<ii<s Eoi 1) \ Motoi Oils Features an animated engine
'Eddie Engine" by name who smoothly and easily puts across th<- salient
|)oiiiis about the advantages oi the Special & Heavy Duty I) X Motoi Oils.
\ fast sell message in an easy-to-take Eorm makes 1 1 1 1 ^ s\KI<\ created com
men i.il a supei salesman. For: Mid-Continent Petroleum Corporation, rhru:
R. |. Potts Calkins & Holden, In< .
SARR \. INC.
New York.'. 200 1 ast 56th Street
Chi< ago: 16 East ( )ni.u io Street
I he remarkable success oi "Millie's Millions.'' .i I \ commercial recently
produced by SARR \ Eor STOPE1 II. bas catapulted .i single test com-
men i.il into a series. I be i urrent sequel, "Tillies Hapless Holiday," is built
around an old movie-type setting with .ill the nostalgia and whimsical humoi
i>l i he (..i\ 90's. Although done in a light vein, it conveys .i hard-hitting
sales message and provides instant identification Foi ovei the-countei sales
For: [ules Montenier, Inc. I Inn: Earle Ludgin \ ( ompany.
SARR \. INC.
New V oik: 200 East 56th street
Chicago: 16 East Ontario street
Here's a s\RR\ iv commercial that won top CFAC Honors in the 13th
Annual Awards Competition. Live action with appealing baby ( ln< k ]>i<-
tures, made more appealing with a <nte little girl, sells the product with
interspersed scientific shots showing the great growth-producing qualities oi
Purina's Chick Startena — a real attention holding device. For: Ralston
Purina Company. Thru: Gardnei Advertising (
S\RR \. I\(
New York: 200 East 56th s'
Chicago: 16 Easi Ontario street
A. charming combination oi live action with an airy cartoon treatment phis
a singing Fragment gives this NUSOFT commercial great sell-appeal. This
commercial quietly but effectively presents the convincing M s<>i | "towel
test'' . . . deftly tied in with product identification. For: Com Products s
Company. Thin: McCann-Erickson, Inc.
SARRA, l\(
New York: 200 East 56th street
Chicago: 16 East Ontario street
8 AUGUST 1955
71
-
imm.w'.i
^V
^^>
.'*
£
■I
L^S.*
i4*
4««
4 -.4'
5
PRODUCED BY HAL ROACH, JR.
A ROLAND REED PRODUCTION I
**
paper
OFFICIAL FILMS, Inc
25 WEST 45th ST., NEW YORK 36, N. Y. PL 7-0100
Los Angeles— 121 S. Lapeer Drive
San Francisco — 150 Font Blvd.
Boston— 419 Boylston Street
St. Louis— 415 North 12th Blvd.
Dallas— Second Unit Santa Fe Bldg.
Chicago— 360 No. Michigan Ave.
Minneapolis — 3100 Raleigh Ave.
Atlanta — 333 Candler Bldg.
Philadelphia— 1420 Walnut Street
Memphis— 2254 Madison Ave.
w$
Wf*fM| uses mobile stutiio tor regular, remote hroatleusts
When Jacksonville, Fla.,'s WPDQ
(lei ided to focus on local coverage, it
was natural for them to turn to the
mobile studio. Their objective: to capi-
talize on the mobility of radio through
on-the-spot reporting of local news.
The next step was to get a miniature
German bus, a Volkswagen, and out-
fit it not only for remote broadcasts,
but for regular shows.
WPDQ's morning show, the two-
hour Crackerjack Show and the after-
noon Traffic Jam Session both broad-
WPDQ's new Volkswagen mobile am studio
West Coast €l.j. /adman
(fires radio philosophy
Glen King, disk jockey on KLX,
Oakland, as well as the owner of King
advertising agency in the same city,
has a double view of and a double
interest in the manner in which radio
is being sold today. From his experi-
ences in both ends of the industry he
has compiled a 24-page statement of
philosophy which has been distributed
among a number of broadcasters and
admen.
It is King's contention that the pres-
ent pattern of local radio selling often
misses the boat. He feels that instead
of being sold as a bargain-counter
commodity, the medium's strengths
ought to be defined and utilized.
The title of his booklet is "The Case
Of The Sprightly Giant Who Is Too
Busy To Attend His Own Funeral,"
and refers to the "arm-chair advertis-
ing experts" who have been trying to
bury radio since the advent of tv.
King feels that radio has certain
\ alues that cannot be reduced simply
74
cast from the mobile studio. Each is
sold out for some time to come, re-
ports General Manager Robert R.
Feagin.
Inside the air-conditioned rear por-
tion of the bus is all the equipment
for standard broadcasts, including two
turntables for d.j. shows, and a tape
recorder for remote pickups. The sta-
tion reports that they are swamped by
lequests for the mobile studio to visit
the advertisers' locations during the
various shows.
Though at present, shows are re-
layed to the transmitters by phone
lines, the station has plans to use high
fidelity fm transmitters beamed to a
central tower from which the show
would go by regular lines to the trans-
mitter. Also in the offing is the out-
fitting of a second mobile studio to
take care of demand from advertisers.
• ••
to cost-per-1,000 or ratings, and these
values must be hammered home to ad-
vertisers. The intangibles include lis-
tener reaction to the talent and matters
of programing taste. * * *
TvB presentation gives
answers to 3 tv "Hotcs"
A 67-page presentation is now in the
hands of TvB members, advertisers and
agencies. The presentation, titled "The
Three Hows Of Television," is de-
signed to answer the three questions
advertisers ask of a prospective me-
dium: How many prospects can I
reach? How much does it cost to
reach these prospects? How effective
are the sales messages to these pros-
pects?
The answers to these three questions
include two-color charts plus the final
results of the first TvB study of tele-
vision effectiveness in the grocery field.
Some of the facts offered in support
of tv are: more than seven of ever)
10 U. S. homes own a television set;
the average television family spends
more time watching tv than any other
activit) except working or sleeping;
the average cost-per-1,000 for reaching
customers on network tv is SI. 23 lor
~>\' , less than any combination of
printed media for the same number
of people ) . "* * *
Schaefer Beer commercials
use new ''Tliirsf if" cartoon .
The Brooklyn Dodgers claim that
you can always see the unexpected at
Ebbets Field, so the Schaefer Brewing
Co., sponsors of the telecasts of the
games, follow the pattern in their com-
mercials. They consist of animated
cartoon footage superimposed over a
live background.
The cartoon character, "Thirstv,"
jumps around the stands, parachutes
down onto the field and removes the
glass of beer from the Schaefer sign
in the outfield. Then he shoves it to-
ward the camera while the live an-
nouncer reads limericks or script ma-
terial describing "Thirsty's" antics.
Responsihle for the commercial at
Schaefer's agency, BBDO, were Art
Bellaire and Bernard Ryan on copy;
Larry Berger and Al Normandia on
art; Les Collins on film production;
Rocco Dellarso on live production.
Animation is by Cineffects.
I Another recent commercial using
animation techniques combined with
live action is the new Lehn & Fink
Etiquet deodorant commercial. Agency
is McCann-Erickson. I * * *
Film detects may negate
sponsor's sales approach
Improper film handling that results
in dirtv or damaged film commercials
being screened can result in a waste of
the sponsor's advertising dollars, and
even in negative reaction towards the
product by the viewer.
These are the observations of An-
thom Salese. film technician for Movie-
lab Film Laboratories. Salese. a vet-
eran of 12 years" experience in film
work, told sponsor that dust and dirt
particles on the film being shown, or
on the negative from which the posi-
tive is printed, can result in black
spots "raining" down the screen.
Salese cited the instance where a
face cream was being demonstrated on
the film. The performer applied the
product, then as the camera moved in
for a close-up. the voice-over of the
announcer spoke of the performer's
beautiful complexion. \\ hen dirt spots
SPONSOR
appeared on the screen, the imer-
rial was ruined. [Tie performei seemed
to have skin blemishes, and the -p< >m -
sor's Berious selling message turned
into .1 ludicrous situation. I his ia
exactl) opposed to the • ol tnosl
important reasons sponsors use film
i ommen ials : to insure themselves
against accidents in I i >. * - commercials
that could make then product look
badly.
Salese's suggestions to eliminate
these defects i>n the screen are a> fol-
low-: i I * sponsors who invesl heavil)
in filmed commen ials ought to Im\ e
someone in their advertising depart-
ments with enough knowledge of film
to check the condition of the films re-
ceived 1>\ the sponsor; (2) agencies
ought to keep tabs on film at all stages
of it- production and insure them-
selves against poor workmanship l>\
tin laboratories. \\ hen this is done,
Salese believes, everyone will profil
from the general!) higher qualit)
achieved. • • •
ISrlrihj . . .
KEDD, \\ ichita, Channel L6 NBC
affiliate, has petitioned the FCC to ob-
tain Channel I'.. a vhf frequency. Their
financial hopes are based on the in-
creased coverage the) could ,ui\e the
state with this new channel, and on
the new 1,200-fool timer the) are
about to erect
Stanle) II. Durwood, president of
KEDD, announced plan- to make the
station available for more hours of
educational t\. Additional emphasis
will also be placed on farm program-
ing, so that the increased power sup-
plied by the new toner will enable
man) thousands of now uncovered
farm homes to he reached b) t\ .
* * »
A book on the effectiveness of mar-
keting research has been published b)
Richard Manville Research. Called 12
More Marketing Case Histories, the
book is designed to help advertisers
to "greater profits, lower costs through
research."
Copies ma) be obtained |.\ readers
of sponsor b) addressing Richard
Manville Research, 230 Park \\e..
New York 17, N. Y.
* * #
Newest t\ \ iewer sen ice to be in-
troduced b) \\ H( \- 1 \ . starting I Au-
gust, is one called Count Sheep, a
nightly programing service direct!)
preceding the station's sign-off.
{Please turn to page 112i
\##VBUYS lOOO HOMES
IN CHATTANOOGA
Interconnected NBC • CBS • ABC • DuMONT
Represented by THE BRANHAM COMPANY
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
rat in gs
Mnrch-April
1955
SHARE OF
RADIO A'JDIENCE
Mon. thro Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon- 6:00 P M
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
wMCHC* • • • Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
8 AUGUST 1955
75
IT SHOWS
AT HOME!
THAT'S WHY LOCAL FIRMS
PUT GREATEST DOLLAR
VOLUME ON WREN!!
It's no secret here in Topeka that
WREN covers the territory best!
That's why local firms put their
greatest dollar volume on WREN.
That's why we can quote continuous
program sponsorship like this —
Kansas Power & Light for 17 years
... Ed Marling Appliance for 8
years . . . Scott Motors Chevrolet
for 7 years . . . McCormick Rug for
4 years . . . Hall Stationery for 7
years . . . Alexander Baking and
Jordan Sunbeam Bakers for 5 years
. . . Capitol Federal Savings and
Loan for 7 years. Here is a husky,
booming market that WREN covers
best ... a market that can't be
reached by Kansas City stations.
Why not contact your John E.
Pearson man for details on WREN
coverage and rates. We think you'll
be surprised.
5000 WATTS • ABC
TOPEKA. KANSAS
{Continued from page 26 I
nearly as quickly nor as well under these oppressive cli-
mates, as they could in properly cooled studios.
By pure coincidence I spent an hour or two in CBS Radio
studio 22 at 49 E. 52nd St., just before going up to tv studio
61. Radio 22 is, of course, beautifully and comfortably air-
conditioned, and rehearsals and shows run off here in won-
drous contrast to the tortuous struggles which take place in
tv. I understand, of course, that there are problems involved
in properly air conditioning vast, old-fashioned theatres,
which have been converted to tv studios. I'm certain, too,
that the networks are aware of the urgent necessity (from
the practical standpoint of producing the best possible shows
most efficiently and inexpensively) of setting up conditions
in which all workers can operate somewhere near their peak.
If this short discussion on the subject helps speed the job
along by a single day, however, it will have been worthwhile.
Talking about summer, and summer shows, it seems to be
the fashion among video critics to knock hot month program-
ing in a rather reckless and general way. While there's little
doubt that some summer fare rates the raps, there are a num-
ber of shows which stack up favorably with the best in their
class for any time of year. One of these is the Tv Top Tunes
Chesterfield showT I was discussing earlier. Lee Cooley and
his extremely able choreographer and assistant come up with
musical, dance and production numbers on this stanza, which
frequently match and surpass much more pretentious and
higher-budgeted efforts. What they lack in money is made up
for with ingenuity, imagination and plain hard work.
Using a group of three boy and three girl dancers, the
Mitchell Ayres orchestra (virtually all the men from the
Como show) and an excellent mixed choral group supervised
by Bonnie Lake, Cooley and company put together a Chatta-
nooga Choo Choo and a Singing in the Rain production num-
ber on last week's show, which would have done credit to any
network show, fall or winter, not excepting the Hit Parade
or several spectaculars.
Relate the excellence of this show to the front part of this
piece — which is to say that all parties concerned are turning
in top-notch work under the most trying circumstances, and
you'll agree that Chesterfield and Cunningham & Walsh are
lucky bankrollers — and if the engineers ever figure out a way
to cool those studios, they'll be even luckier 'cause they'll get
the same job quicker and cheaper.
• • •
76
SPONSOR
firsl
Consistently, in survey after survey*, CHANNEL 5's leadership in
"quarter-hour firsts" has climbed from around 509? to NOW over
75rr — in a '{-station VHP Market! With more than 5 years of solid
selling and programming experience, KPHO-TV is FIRST in Arizona
Audience . . . FIRST in number of National Spot Advertisers . . .
FIRST in Local Advertisers!
choice
CHANNEL 5 is FIRST in TV Entertainment! KPHO-TV has the
shows that get the audience — the shows that America and Phoenix
want most to see! KPHO-TV consistently delivers the outstanding
TOP AUDIENCE for Kid Shows . . . News Shows . . . Women's
Shows. . .Sports, Comedy and Dramatic Shows, like these top-notchers :
Colonel March
Town and Country Time
This is Your Music
Top Plays of 1955
His Honor, Homer Bell
All Star Theatre
Passport to Danger
Five Star Playhouse
Mr. & Mrs. North
Stories of the Century
Big Game Hunt
Abbott and Costello
Heart of the City
Judge Bean
Guy Lombardo Show
I'm the Law
Pride of the Family
Biff Baker
Famous Playhouse
Man Behind the Badge
AND MANY, MANY OTHERS!
Science Fiction Theatre
Ray Milland Show
Arizona TV Newsreel
Confidential File
Movietime
3 Star News
Gold Dust Charlie
Phoenix Panorama
It's Wallace?
Cook's Corner
So when you buy KPHO-TV, Arizona's First and Finest- YOU BUY
4 1st Market in Population t
45th Market in Retail Sales t
* See Pulse , ARB
t SRDS Consumer Markets '55
A MEREDITH TELEVISION STATION
iffiiiated with Better Homes and Gardens and Successful Farming ^ga:,neS
KPHO-TV
8 AUGUST 1955
fll A \ X E L
• >
PHOENIX, ARIZONA
REPRESENTED BY THE KATZ AGENCY
77
Advertisement
Tested Southern Recipe For
Sales Success
By John Pepper and Bert Ferguson
Do you realh believe that if you
want something done, you should take
it to the busiest person you know?
That if you want maximum assurance
of getting a return on your money,
you put it on a winner? If you want
to be confident of results from your
advertising, you go by proof instead
of prognostication?
All right, then. What we at radio
station WDIA will sav you're after is
one of those "magic" recipes which
turns out to have been soundly built
on quality ingredients, thorough experi-
ence and understanding care. Should
you be amazed at how it turns out?
Well — we know what a man gets with
WDIA, and sometimes we re amazed
just the same.
Ranks first: Make sure you begin
with the Memphis radio station that
ranks first in all audience surve\s. <la\
and night — and has been doing it for
four years: WDIA. This, remember, in
a town with seven other stations, some
of which have been broadcasting for
over twenty-five years.
Now add the fact that this same
WDIA is Memphis' only 50,000-watt
station. WDIA made it to 50,000 from
250 watts, in just one leap. All the
good reasons that were behind it might
In- summed up in just the one real
nason: demand. There'd been a bia
place for WDIA. And WDIA filled it.
Then, still another element. Put in
the fact that WDIA is the station re-
garded in its market of 1.230,724 peo-
78
pie as the only station, i heir station.
Certainly create- a unique position in
this area. An outstanding one in the
industry. So these are excellent in-
gredients in \our sales success with
WDIA.
One-group specialty: And there are
others. The reason WDIA went from
250 to 50,000 watts — in an unpre-
cedented move — is that WDIA was the
first to recognize the Negro market,
in the city that's first in the South in
Negro population. Memphis' trade area
is forty percent Negro. They had never
been directly reached until WDIA set
out to give them their own accents and
rhythms, using only Negro announcers
and music. To this day, no coverage ap-
proaches that of WDIA. Not only do
these people keep WDIA tuned in all
day and night — they are proud of
WDIA. This feeling is what has spelled
the difference for WDIA in power and
audience ratings. It's what makes a
sales message on WDIA produce.
Big buyers: To command this mar-
ket is to let yourself in for a surprise.
This is much more than a good market,
even aside from its feeling about
WDIA. We call it the "Golden Market."'
deliberately. This forty percent of
Memphis buys according to a pattern
all its own. They buy 53.4 percent of
all women's hosiery. 50.3 percent of
the mayonnaise. 60 percent of the
chest rubs. 64.8 percent of the flour.
This is no off-brand, country-store
buying, but buying of better and fan-
cier quality, if anything.
These folks will be making over a
quarter billion dollars in 1955. They
will spend eighty percent of it. on con-
sumer goods and services. Their inter-
est, activity and hopes must be cen-
tered on their homes, families and
friends, and their own persons. They
make the most of the day as it comes.
And they sure know their national
brands.
Now the "magic" of the recipe begins
to be revealed. You have right here in
this area close to ten percent of all the
Negroes in the entire Lnited States,
with their peculiar group habits here
of buying. You have in WDIA the one
medium — in the entire Lnited States — -
v, Inch this group overw helmingly ac-
cepts. The effect of this remarkable
combination on sales adds up to what
aptly has been termed hot — not cold —
figures. The totals may imply mere
statistical respectability. Its the infer-
ence you can draw from that whips up
your enthusiasm.
This recipe has done wonders for
many famous advertisers, including
Birdseye Frozen Foods, Stag
Beer, Tide, Godchaux Sugar,
Carnation Hi//.. Halo, TSiagara
Starch, Crisco.
\\ ouldn't you prefer, though, to take
a look at some firsthand material re-
lating to your own particular kind of
product? You can. It's simply a mat-
ter of taking a few moments to drop
us a note of inquiry.
We believe the best hope of getting a
good job done is with someone who's
already doing a good job. That surest
returns on your money come from a
going concern, rather than one needing
your help.
We believe it s only sensible to de-
liver the proof of the pudding first.
Give you a taste of what you mav ex-
pect. If it still looks good after that,
you may want to make some prognosti-
cations yourself. Our own position is
that with WDIA. the ingredients for
sales success are very definitely here
for you. And the know-how.
YA DIA is represented nationally bv
the John E. Pearson Company.
BERT FERGCSOS, General Manager
HAROLD WALKER, Commereial Manager
SPONSOR
RADIO COMPARAGRAPH OF NETWORK PROGRAMS
httime 8 August 1955
FRIDAY
111,!. ..J „f I,
"* ' iinoii
t-l M»
Bill (mm
'*v,v."m, ',",,:
Chrlilianaari
BOW
■■■■ r«
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Ftnalnna Ttra
* Uubb.rCV,
flat-. 170.0
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hw mil
fftarll
' -' '1-1'. D
• mlnllnfi
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MararhalklPrnl
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R4.H 13000
.'-■.■i. ii-
Band -i Amwld
ClIlM M...U-.
Elllnatan 10500
.lauooolliaji LH.
Y4H
Jab* VMdiri*
Daloa Prod
C-E ... f v •■•. li
km Ora*
0 15-11
N 1-1
Glbrlal HuHn
Traaaury «gi»i
M<Gann-Erl<>.«
Mul'll-aj*H| aim
Tool Co
JQOHj
Burnatt I52W
CAW M&ot
rf pirtjooliun I.
Diloo Prod
EVinlfll
m Storrt
Cutabell-Mlthi
58CB *4hr SI?"'
Myitsrle,
L. MlT
ipotllaht Story
Int'l ilimiur
BDO $7500
latin Vandartw
D~jo Erl-i
SSCB ' ISSO
Evening Newt
Eaty
Pearaon Phi
Olract
Hay Ratar*
rtodff TH*.
ioih i.
Erlckion irairt *7J00
Banaban
Tad Bataa
Jan* Plckana
I I- ■■ I M ■ .
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Ed«ardi
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Blnn Crotby
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■CB tthrttMM
mi;«i i ■'.-
Eiao Reportaf
Forbes Raportt
Oiark Jubllea
lltad Foley A
iprlagflajd
Capital
Clemkraaa
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.4N 14000
Ht»rdiS~NI~gM"
Country Style
Jalin T. flr*o
Bull H mi tar
SBC Symphony
15000 I
i
E*
D
K
A
I
S
H
EVEN AT 5 AM!
(WFBL's "Alarm Klock" is selling)
A big-big audience from 5 to 7 a.m. — the
regular urban and rural audience of rich
Central New York . . . PLUS . . . half of
Syracuse's huge industrial force at work by
7 bells.
Hd K.iish talks to them all on his "Alarm
Klock" show ... a service program of bright
miisii, news, time, weather forecasts, and a
bonill of sports reports and human interest.
Behind every message: sincere, knowing,
pure-sell! The Free SC Peters man will be
glad to quote.
One of the BIG SIX on
FREE& PETERS
fnr details
■kllFBL lias been
Syracuse's
Number One
r„4i', nation
itnrc 1922
ytime 8 August 1955
UNOAT MONDAY
RADIO COM PARAGRAPH OF NETWORK PROGRAMS
Daytime 8 August 195
U R D a
I
IfeaFIXEPrace
in the land where TV
means "taintrvisi ble"
NO doubt about it, radio's a sure thing in Big Aggie
land. 600.9511 families are staunch radio fans in the
rich, 5-state Great Upper Missouri Valley. TV
stands for "taint-visible" in Big Aggie Land; and no
one newspaper can stride this wide land day bj 1 ij
like radio. And far in the lead by several lengths is
WNAX-570. So whatever media you consider in
other markets, there's only one low-cost, high-return
way to get your share of the $2.8 billion Inlying
income in Big Aggie Land - and that is WNAX 570
WNAX-570
Vanlton, Soulh Dolofo
A Cowl., ilottoit. Under the soma
manaoom.nl at KVTV, Channel 9.
Siouk City: lowo's second lo.grit market.
Don D, Sullivan, Advertising I),. .(tor
i[T^^^^^
i.
T
CbU,,»lf
Vt. I.AT
■ ril. BlOk tllM
CI... 1 ■ ■ ■ 1 P i ■■
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Se«mari Bro*
tu, th 10-10:25
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Murlii" BBOOl
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10-10:05 m.t
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Doeskin Prods
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1-F-S
10-10:15 alt da*
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^taley Mfk- RAR
10:15-30 alt da*
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Brlitol-Myer*
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10:3u-45
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t, th 10-10:15
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tiadfrey* 10 11 M
Mil or Omaha
B&J
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10 10:15 alt daa
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SUley Mfg: RAR
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3a Hoi i Oe
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Glamorcno: HAG
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Cecil Brown new
MoBrlda
N 10-10.05 L
rjarj Fd* YAR
N. V. Peale
News ill 13-11
1'ablo Prod* Co
MClne L
Hoofer. Dleterloh
t Brown
Allan Jackson
Chrrcrolol Din
DON 10 10:05 i.
!-E J550
Galen Dr...
CAB
. H hr 11375
Allan Jackson
.'hcvrolct Din.
3 N 10:55-11 1.
awr. Tr« 0i,r
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Carl Warren'*
Guett Tlma
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Burnatt
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Curl Wirren't
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Kraft Fda
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m-f 10:30-35
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Show
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10:25-45
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Kraft Fds 0n" *""■'» Fmly
m-f 10:30-35 ll "if I
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Johnny Oltan N _ m 1 I
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Ken Banghnrt
vflil.pr'q streets
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53
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It shouldn't come as a shock
After all. KN'X has been the leading station in
Los Angeles for umpteen years. And this month, as in
so many, many months before, it's happened all
over again.. . K\.\ leads every other Los Angeles
station in a very decided manner:
IV, more audience than the second network station.
68'r more than the leading independent.
Ahead of all competitors, morning, afternoon and
ening, every daj in the week.
KXX reaches an average of 45$? of the Los Angeles
Metropolitan radio homes each day. 849? of tin- homes
in just one week. No other Los Angeles station
reaches so many people, so often or so effectively.
Get up, and stay up, with KNX RADIO
Los Angeles, 50,000 watts. CBS owned. Represented
by CBS Radio Sales.
Sourcts: The Puis* for Los Angel**. Slay-June. I9M
Cumulative Pulse Audience
KDKA
GUIDE POST
68% OF ALL FAMILIES,
ALLEGHENY COUNTY
74% OF RADIO FAMILIES
More than 12% over next station
KDKA
NIELSEN
FIRST IN 8 COUNTY FIRST IN 4 Col
WITH 34% SHARE WITH 28% I
FUST IH TOTAL AREA
WITH 23.5% SHARE
KDKA AHEAD
EVERYWHERE!
That's the short story these dapper lads are
telling the world. And what a best-seller it
is! Because KDKA makes your advertising
dollars count in every county.
Take a look at all three and see. Whatever
rating service you use KDKA comes out
on top in these latest surveys. In Allegheny
County, in 4 counties, 8 counties, 15 coun-
ties, or in the entire area!
No wonder advertisers commanding the
biggest audiences demand KDKA-Radio!
Take advantage of these rave ratings. For
availabilities, call John Stilli. Sales Manager,
GRant 1-4200. Or call Eldon Campbell,
WBC National Sales Manager, MUrray
Hill 7-0808, New York.
K D K A— Pittsburgh
w
WESTINGHOUSE
BROADCASTING COMPANY,
INC.
RADIO
BOSTON .'. PI - .". BZA
PHILADELPHIA— KYW
PITTSBURGH — KDKA
FORT WAYNE— WOWO
PORTLAND— K EX
TELEVISION
BOSTON— WBZ TV
PHILADELPHIA— WPTZ
PITTSBURGH KDKA-TV
SAN FRANCISCO KPIX
KPIX REPRESENTED BY THE KAT2 AGENCY INC
ALL OTHER WBC S**T CSS ">E'»(IES'IC B» FREE * Pf-ERS '-C
No selling campaign is complete
without the WBC stations
FLEXIBLE NET RADIO
(Continued from jxi^i- 37)
network buj tnusl be "acceptable" to
( BS, which means that it is a matter
of negotiation. Obviously, there is a
limit tn flexibility .
\n advertiser who buys under the
Selective- Facilities Plan must make the
program available to the entire net-
work. The network may sell the show
in areas where the buyer does not
sponsor it to non-competitive products.
There is no recompense to the original
advertiser, of course. Since the spon-
sor under the Selective Facilities Plan
pays the entire program cost, too small
a network means the program cost-per-
1,000 homes reached might be uneco-
nomical.
Network flexibility is quite pro-
nounced at ABC and MBS. There is
no formal selective facilities plan, such
as at CBS, but certain limited network
buys could work out the same way.
That is, if an advertiser buys a limited
network during network option time
the show would go to the entire net-
-**-#
^^>
Little Rock is
looking up!
Know why? Because that's the way things are going.
KARK-TV's new tower is going up. Way up! Now
abuilding and ready for operations by late Fall, it
will be the tallest structure in Arkansas and one of
the highest television towers in the South.
KARK-TV's power is going up, too. All the way.
The combination of maximum power and the new high
tower will mean snow-free coverage over 42% of the
state, good coverage throughout all of Arkansas.
The number of television homes reached by KARK-TV
went up 9,000 homes between March and April, up to
110,655 as of April 30th and still climbing fast.
Market figures are going up. Little Rock,
consistently on the "Sales Management" list of high
spot cities, will soon have another million-and-a-
half dollar monthly payroll with the opening of its
new SAC Air Force Base.
KARK-TV's share of audience continues to go up . .
now 54% Monday thru Friday, 7:00 AM to midnight,
according to the April Little Rock Pulse.
It stands to reason that to "UP" sales
results in Little Rock, you won't
^ find a better station
Q- v* than KARK-TV.
BASIC V % V^-^ SEE YOUR
AFFILIATE ™^-J*-- PETRTYnnM*N
Channel 4 • Little Rock • Arkansas
***«TWIM»
88
work because of the web's responsibili-
ties vis-a-vis its affiliates. Usually the
client will be asked to pay the full cost
of the show. It is hard to generalize
about this, however, because when the
webs make deals for business, no one
can actually say just where the net-
work is cutting corners. The impor-
tant thing is that there are no groups
of must-buy stations at ABC and MBS.
ABC has been pushing its regional
networks. Advertisers can buy, for ex-
ample, just the 17 stations in New
York State or California, the 26 sta-
tions in New England, the 16 stations
of the Minnesota-Iowa region or the
18 stations of the Montana-Idaho-
Wyoming-Colorado region. Even in
the case of small regional networks,
there are no 100% must-buy require-
ments.
Two of Mutual's regional networks
are well-known. They are the Yankee
in New England and Don Lee on the
West Coast. They are true regionals in
the sense that they are self-contained
and originate their own programing.
This setup goes beyond the regional
lineups of the national networks, but
Mutual offers the latter too. Coke
Time, with Eddie Fisher, for example,
is on 176 stations compared to the full
MBS web of 523 stations at night.
At NBC Radio there are no must-
buy station groups but there is a mini-
mum dollar requirement. This is 7
of the total gross dollar billing for the
time period. NBC's more stringent re-
quirements are due to affiliation agree-
ments and it is likely that this barrier
to lineup flexibility will be removed
in time.
The 75% formula only applies to
network option time, however. NBC
will tailor-make a network in station
option time of almost any lineup with-
in reason. This is true of the other
networks, too.
Within each network lineup policy
there are variations. A lot depends on
the time of day. There are also cer-
tain participation programs with pack-
age prices in which the advertiser must
buy the lineup as constituted. In many
cases these lineups contain a full or
near-full network.
Segmented programing: Probablv
even more important than short net-
works to the advertiser is the way webs
have broken up programing for sale.
As pointed out previously in the case
of CBS. advertisers can buy even seg-
ments of 15-minute shows. General
SPONSOR
^1
^n Channel 8, Des Moines
0 It s big news for Iowa viewers and big news for you if you sell in
Iowa . . KRNT-TV is now on the air with all the big popular CBS
television shows that have led Central Iowa ratings for years ...PLUS
the favorite local personalities with established audiences and
proved power to move merchandise!
% Your Iowa campaign starts with Des Moines and KRNT-TV, so
call Katz now and discuss
availabilities on the show-
manship station in Des
Moines, KRNT-TV ... affili-
ated with highly-Hooperat-
ed KRNT Radio and the
nation s largest legitimate
theater KRNT Theater.
KATZ HAS ALL THE FACTS -FULL POWER 316,000 WATTS
8 AUGUST 1955
P
ML
JACKIE GLEASON
LUCILLE BALL
^1
ARTHUR GODFREY
ANN SOTHERN
MOORE
EDW. R. MURROW —,
ROBERT 0. LEWIS
89
Foods bought 71/:? minutes while Corn
Products bought five.
The big trend is toward offering
minute announcements for sale and
the way this works out is that the ad-
vertiser in effect buys five-minutes (or
a little more) of programing.
At NBC, for example, its participat-
ing shows (once sold under the NBC
3 Plan banner) are offered this way.
Second Chance and Wonderful City,
both 25-minute strips, contain five an-
nouncements for sale. Fibber McGee
and Molly and Heart of the News, both
15-minute strips, contain three. There
is no law, of course, that you can't
buy the entire 15 or 25 minutes and
NBC would be happy if you did, but
the scatter-buying trend emphasizes a
different kind of buying.
Mutual has long had minutes for
sale in its Multi-Message Plan, a strip
of five different mystery shows at
night. The flexibility in its use is e\ i-
dent from the schedule of announce-
ments bought for the week of 1 Au-
gust: Quaker Oats, three; Pearson
Pharmacal, five; R. J. Reynolds,
seven; McFadden Publications, one;
Curtiss Candy, one, and Iberian Air-
Obviously
OUTSTANDING
MORE LOCAL AND NATIONAL
ADVERTISERS THAN ALL OTHER
PEORIA RADIO STATIONS COMBINED
,^Ss ■■";■-■ ~S
s*MI^
FIRST in the Heart of Illinois
CBS RADIO NETWORK
PEORIA
5000 WATTS
FREE & PETERS, Inc., Exclusive National Representatives
lines, one. Minutes are also available
on Sgt. Preston of the Yukon, Nick
Carter and Keepin Company.
Because participations don't always
give full program identification to the
sponsor and because news shows lend
themselves to short programs, the five-
minute sale trend has led to a rash of
five-minute news shows on the net-
works. Thus, in buying only five min-
utes of time a client can have his own
show and. very often, a well-known
newscaster.
ABC offers weekend and nighttime
news saturation packages either on the
hour or half-hour. Texas Co. now has
the 22-newscast weekend package. The
nighttime package (during the week i
is now available in a new flexible form.
ABC has set aside 28 five-minute peri-
ods for this package. Advertisers can
buy it in groups of 10, 15, 20 or 25.
Total commissionable price is $750
per broadcast for a package of 10 and
$700 per broadcast for packages of 15
or more. The sponsor has his choice
of newscasters. Five-minute shows
needn't be just news, however. ABC
had Bess Myerson on for Tintex in a
five-minute woman's strip recently.
And General Mills has used five-min-
ute Betty Crocker shows scattered
throughout the day.
Despite the fact that five-minute
shows don't fit into the conventional
half-hour pattern of radio, they have
been multiplying like rabbits. Net-
works have shown great willingness to
cut five-minutes out of existing shows
to put in one of the five-minute varie-
ty— as CBS did with Ha mm Brewing's
sports roundup strips. An interesting
method of clearing the Bess Myerson
show was used by ABC — a method
that will probably become common in
time.
Tintex bought Myerson on a South-
ern network only. To make sure all the
markets wanted by the client would be
cleared. ABC told its affiliates they
could record the show and play it back
at a later time. The show originated
live at 12:25 p.m. from New York and
Tintex accepted playbacks as late as
5:00 p.m.
This technique is now the heart of
Mutual's run-of-schedule plan, which
went into effect 1 July and represents
the first run-of-schedule deal ever of-
fered by a network. The plan is based
on one-minute commercials in five-
minute shows. The advertiser can or-
der one or more shows, which stations
could cam live or play back at a
90
SPONSOR
"You blinked just again, Jake. Lemme try a couple rounds mom
8 AUGUST 1955
91
BEFORE-TV
RATINGS
when you buy
m>
Radio Ranch, in Houston
MORNING
"Laura Lee's Ranch"
9:45 to 10:00 A.M.
3.3 IN HOME
.7 OUT OF HOME
4.0 Total Pulse
AFTERNOON
"Bill's Bandwagon"
4:30 to 4:45 P.M.
4.0 IN HOME
.8 OUT OF HOME
4.8 Total Pulse
NIGHT
"Houston Hoedown"
8:45 to 9:00 P.M.
2.8 IN HOME
.6 OUT OF HOME
3.4 Total PulseT
GET THE WHOLE PICTURE....
COUNT ALL THE LISTENERS !
in OUT OF HOME PULSE
12 neon la 6 P.M. — Mon. thru Fri.
Tied far Na. 2 mornings
* PULSE RATINGS
OUT OF HOME-Jan. '55
IN HOME - Jan.-Feb. '55
K-NUZ
NAT'L REPS.— FORJOE AND CO.
IN HOUSTON. CALL DAVE MORRIS
JAckson 3-2581
different time. Each show, however,
would fall within the certain specified
time periods. They are 8:00 a.m. to
1 :0() p.m.. 1:00 p.m. to 6:00 p.m. and
6:00 p.m. to 11:00 p.m. In other
words a client orders shows for the
morning, afternoon or evening.
One revolutionary aspect of the plan
is that the station can just carry the
i ommercial, if it can't fit in the show,
inserting it in one of its local shows.
Due to the run-of-schedule aspect of
this plan, there is a special low price
scale. Announcements start at $975
each — day or night — and, with maxi-
mum frequency discounts, go as low
as $625.
Killhoard on rudio: While the sale
of minutes has been a strong factor in
network sales, the networks realize that
not every sponsor needs a minute to
tell his story. Starting this summer,
shorter periods have been offered, go-
ing as low as six-seconds — which are
called "billboards."
NBC's Monitor is a prime example
of announcement-size flexibility. In
addition to minutes, advertisers can
buy 30 seconds and six seconds for
their messages. Mutual goes even fur-
ther, offering on Keepin Company
(the first of the MBS "companionate
radio" programs) a variety of sizes.
They are one minute, 45 seconds, 30
seconds, 20 seconds and six seconds.
In addition. Mutual offers for sale six-
second system cues opposite all shows
except those in the Multi-Message
Plan.
A reverse kind of flexibility is also
offered by Mutual in some of its par-
ticipation shows. In both Sgt. Preston
and Nick Carter an advertiser can
save monev by buving minute partici-
pations without opening and closing
billboards. In the Multi-Message Plan
shows, however, minutes and bill-
boards are sold as a group.
Partial flexibility in announcement
size, of course, is possible when the
advertiser buys a program. He can
break up his announcements into
plugs of varied length. But this is also
possible in some of the smaller, seg-
mented buys. For example, General
Foods gets 90 seconds of commercial
in its 7%-minute buys and can break
this up into two announcements of
different sizes if it chooses. Sponsors
of the new ABC nighttime news pack-
age get 75 seconds of commercial,
which can also be broken up.
Short-term buys: Despite the virtues
ill steady, consistent advertising, strate-
gy often calls for heavy bursts of ads
during a short period of time. There
are almost as many different reasons
for such strategy as there are products.
Seasonal and holiday advertising are
among the more obvious reasons. Spe-
cial promotions, contests, introduction
of new products or models are others.
Radio networks not only permit
such buying nowadays, they actually
encourage it. Rate cards have changed
from an annual dollar volume to a
weekly dollar volume basis to give the
saturation advertiser the same dis-
count break as an all-year 'round cli-
ent. Mutual's new rate card for par-
ticipation and run-of-schedule buys not
only gives discounts for annual fre-
quency but additional discounts for
weekly frequency. An advertiser who
buys 20 announcements in two weeks
gets them cheaper than a client who
buys the same number over a two-
month span.
The idea of an advertiser buying
network radio for one week was un-
thinkable in the old days. Now auto
advertisers do that very thing in their
saturation campaigns announcing new
models. They have either bought a
batch of half-hour sustaining shows or
else a hefty piece of the participation
availabilities.
A disadvantage of the short-term buy
i unless it is really massive) is that if
another client wants the same periods
for a longer term he has first choice.
While it is possible for an adver-
tiser to buy just one announcement on
network radio, it wouldn't make much
sense, since the audience would be rela-
tively small and lack of discounts
would make the buy relatively expen-
sive. Network radio's strength is in
accumulating a large audience over a
period of time at low cost.
Cut-ins: In some respects commercial
cut-ins represent the ultimate in flexi-
bility on network. They have been
available on all the networks for years
and. unlike the other flexibilities listed
above, are not a result of the large
blocks of available time or the efforts
of the webs to keep their billings from
sagging too low.
There are two types of cut-ins, re-
gional and local. In the former case,
it is merely a matter of putting on a
different commercial at one station
switching point so that an entire
group of regional stations carries the
inserted commercial and the rest of the
92
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ft
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People,
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(At <>/ May I, "55,;
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1 IMIftCj SPOT SALES
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8 AUGUST 1955
93
network the originating commercial.
The Mtlin type is the local cut-in,
where each station lias the job of cut-
tint; out the originating commercial
and running the inserted commercial
eithei live or transcribed.
Neither \MC. MBS nor their affili-
ates charge Eoi the actual j<»l> of cut-
ting in commercials, either regionalh
or locally. CBS and NBC do. A re-
gional cut-in on the latter networks is
inexpensive, since onlj one or possibl)
a few more stations would be involved.
For local cut-ins, the cost can add up.
For example, a cut-in on every NBC
station at night (which would be most
unlikel) • would cost about $2,000. It
at night and about half that days.
Because of AFTRA contracts, the
advertiser must pay an additional
charge to talent who do commercials.
However, only a handful of cities are
covered by AFTRA contracts — 29 to
be exact. An advertiser could do a
i ut -in on every station and pay no
more than about $200 in AFTRA fees
if one announcer is used. This money
is out-of-pocket costs for talent as nei-
ther stations nor networks seek to
make money on such costs for cut-in
commercials. * * •
DAYLIGHT SAVING TIME
(Continued from page 43)
ing J. Walter Thompson with The
Ford Star Jubilee which is to go on
ever) fourth Saturday starting 24 Sep-
tember over CBS TV. At sponsor's
presstime agenc) executives doubted
that kines could he the answer to the
clearance problem because certain
propertj rights and SAG regulations
would make kines economicall) impos-
sible. Such propertj and union regu-
lations are often factors, particularly
with the hour or hour-and-a-half dra-
matic shows that are the current trend.
Its obvious that spot t\ schedules,
particular!) nighttime ones, are affect-
ed by the changes in the local station's
program schedules. A client might
have bought a 9:00 p.m. I.D. next to
/ Love Lucy, and come October, find
himself either on at 8:00 p.m. next to
/ Love Lucy, or at 9:00 p.m. with an
adjacency he doesn't like.
"Actually, the spot tv DST problem
isn't as bad as the problem of clearing
for network shows," says Mrs. Emma
Whitney. Y&R assistant buyer for
Sanka. "We automatically separate
and revise station lists according to
SOUTHWEST VIRGINIA'S lJtfMte£/l RADIO STATION
whether they're on DST or not. Our
original estimates show what time zone
a station's in. And the networks help
b) sending out lists with the time ob-
served in each of the cities where thev
have outlets."
Timebuyers are then faced with two
choices: ill to move with the adja-
cencies, or l2l to stay at the same
clock hour and get new adjacencies.
In moving with the adjacencies, the
timebuyer ma\ move into a less hi<;hl\
rated time slot. Of course, if the an-
nouncement is moved into another
class, the client gets an adjusted rate.
The buyer may prefer to stav at the
same clock hour with new adjacencies,
however, a competitive situation might
make that impossible.
The timebuyers usualb follow a
standard procedure on such chai
First, they're informed by the station
rep of the revised station schedules.
Some stations automatically move the
announcements and I.D.'s with the pro-
grams. If this change is satisfactory,
the buyer has a new schedule and new
estimates made up. and notifies the
client of the change. If the change is
unsatisfactory, the buyer is back in
the position of bargaining for a better
schedule.
Main timebuyers feel that the dou-
ble rescheduling the stations will have
to do this October will upset viewing
habits and may lower ratings. Thev
add that the toughest clearance prob-
lem will be in Central and Mountain
Time zone one- and two-station mar-
kets.
The same problem that's plaguing
the tv people today faced the radio net-
works and radio timebuyers vears ago.
The solution in radio has been the spilt
network, with tape making it possible
during the past decade to play network
shows at the Xew York clock hour on
any station that wanted to carry them.
The same solution mav eventuallv
apply to tv. when video tape becomes
a commercial actualitv. RCA and Bing
Crosby Enterprises, both of which are
developing videotape. claim that
there 11 be no more bugs by spring.
Tape will have several advantages over
kines: (ll Color reproduction is al-
ready more advanced than in color
kines. l2i Videotape can be recorded
and played back virtually immediately,
therefore there's no time problem in-
volved in retelecasting a live show. It
doesn't even take the three hours of
processing the "quick " kine requires.
(Please turn to page 98 i
94
SPONSOR
? tE9MHaiai^dAfei'f&^ ^Lii^^f^kA^^^^^as^MW ^..^^^e^w^uflBbcs^iSfiaa^B&aL^TL^^ yttltoi
•^fitf*.
» . i < ** "
Mr&* ♦••- '•'
INTRODUCING the biggest
bonanza of entertainment
ever to hit 'V
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wailable for the first time anywhere!
A sensational new group of
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5 major Hollywood studios!
*
6
LOOK
<T THIS
LIST
OF
HP-DRAW
STARS!
Bette Davis
Martha Raye
Joseph Cotten
Abbott & Costello
Barry Sullivan
Nancy Kelly
Mel Ferrer
June Havoc
Sterling Hayden
Jean Parker
Richard Arlen
Ellen Drew
Lew Ayres
Olsen & Johnson
Allan Jones
Wendy Barrie
Jack Haley
Broderick Crawford
Barbara Bntton
William Gargan
Andy Devine
Rudy Vallee
'M_L, WIRE or WRITE any of these AAP offices NOW!
EW YORK
JteUtists Productions, Inc ,
5 Madison Ave.
ttray Hill 6 2323
LOS ANGELES
Associated Artists Productions, Inc ,
1908 South Vermont Ave
Republic 2 3016
DALLAS
Associated Artists Productions. Inc .
310 South Harwood Street
Randolph 7736
Paul Kelly
Rhonda Fleming
Leo Carillo
Binnie Barnes
Chester Morris
John Ireland
Sheldon Leonard
Jane Withers
Ozzie Nelson
Mary Beth Hughes
Virginia Bruce
CHICAGO
Associated Artists Productions. Inc ,
203 North Wabash
Dearborn 24040
Bela Lugosi
Richard Denning
Dick Foran
Osa Massen
Roscoe Karns
William Eythe
Robert Lowrey
Phyllis Brooks
Rory Calhoun
Teresa Wright
James Gleason
and so many, many more!
ATLANTA
Associated Artists Productions. Inc .
Barb'zoi Toners, 35 Lombard* Way N E.
tigm 3028
Ml :
/n\/n\lr ■
ASSOCIATED ARTISTS
PRODUCTIONS
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EXCITEMENT FILLS THE AIR-the same kind of excite-
ment that NBC brought to nighttime TV with its trail-blazing
Color Spectaculars.
Now NBC is going to town on daytime television. Beginning
October 3rd, a new daily hour-long series, MATINEE, will
make a dazzling daytime theatre out of the American home.
MATINEE is a program of such sweep and breadth that it
will give daytime TV a whole new importance for both view-
ers and advertisers. Every weekday afternoon from 3:00
to 4:00, viewers will see a live full-hour niyhttime-quulitij
dramatic shoic in both RCA compatible color and black-and-
white. 260 different live dramas a year will range through
the whole spectrum of comedy and serious plays, adaptations
of classics, repeats of outstanding plays successfully done
on major nighttime series. Five different production units,
under the supervision of Executive Producer Albert Mc-
Cleery, will be working full-time at NBC's vast new color
studios on the West Coast to prepare an hour of truly s
tacular theatre, every weekday throughout the year.
There's new daytime excitement all the way down the
on NBC Television. From 10:00 a.m. to noon begini
August 22, homemakers will enjoy a solid 2-hour bloc!
service programming, home will be extended 15 mini
to include a new feature, "People at Home," in which Arl
Francis interviews or tells the story of interesting peo
ding DONG school's Dr. Frances Horwich is now being s
in an additional quarter-hour segment, 10:30-10:45 a.m
which she talks informally and informatively with moth
about "You and Your Child".
WAY OF THE WORLD has already moved to the 4 .00-4 : 15 \:
position to add greater audience strength to the aftern
lineup. This fall, pinky LEE, 5:00-5:30 p.m., will switch t
new circus format, with live animal acts, trapeze artists ;
acrobats-all designed to increase his strong hold on
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£-<$-
rs. And howdy DOODY. 5:30-6:00 p.m.. will intro-
ost of new audience-winning features, presented for
time in color as well as black-and-white.
isers are already responding to the atmosphere of
excitement on NBC. Procter & Gamble has bought
■jirter-hour periods a week for 52 weeks. Dromedary,
^ nnen Co., Standard Brands, R. J. Reynolds, Sawyer's
H. French Co.. and United States Time Corp. have also
I made important new buys on XBC daytime. Fore-
Wadvertisers are signing up now for XBC's spectacular
'tltime look. How about you ?
"itig thing* arc happening on
|[H TELEVISION a servkeoj
— -.A all Urn, -a,. .V. „ ), - 7'
DAYLIGHT SAVING TIME
(Continued from page (M >
Radio and television is, of course,
not the onl) industrj affected l>y the
DS1 muddle. Ever) 1 1 of transpor-
tation and communications finds itself
caught up in a whirlpool of red tape
and paperwork resulting from resched-
ulings. The Stock Exchange, too. has
expressed a marked lack of enthusiasm
for New } ork's extension of DST.
During tliat month, the Exchange ex-
pects to lose one hour of trading in
some of the richest trading areas in
the country, such as Texas and Ari-
zona, for example.
With the considerable opposition
that DST faces, it seems logical to ask
how it was ever introduced in the first
place.
It actuall) started when Benjamin
Franklin went to Paris for a confer-
ence, noticed a waste of candlelight
and thriftily suggested pushing the
time hack an hour during the summer.
The idea never got off the ground.
In the 1'Jth century, William Willett
devoted his entire life and fortune to
promoting the same thought, died pen-
WFBC-TV Swamps Competition
in Carolina 4-County* Pulse Survey
PULSE SURVEY OF TELEVISION AUDIENCE INDEX
SHARE OF TELEVISION AUDIENCE APRIL 1955
Time
TV Sets
In Use
WFBC-TV
Station
B
Station
C
Station
D
Station
E
Other
Stations
SUNDAY
6:00 A.M. -12:00 Noon
21.3%
100%
07c
07c
07,
07c
07c
12 Noon-6:00 P.M.
33.4%
81%
12%
1%
1%
1%
47c
6P.M.-1L45P.M.
43.17c
65%
187c
6%
37c
37c
47c
MON. THRU FRI.
7:00 A.M.-12:00 Noon
14.37c
65%
327c
0%
07
07c
3%
12:00 Noon-6:00 P.M.
22.9%
63%
277c
67c
07c
1%
3%
6:00P.M.-Midnight
40.7%
61%
147c
117c
5%
4%
5%
SATURDAY
10:00 A.M.-12:00 Noon
28.27c
62%
377c
07c
07c
0%
1%
12:00 Noon-6:00 P.M.
29.37c
43%
417c
47c
1%
67c
57c
6:00 P.M. -Midnight
48.1%
52%
27%
117
37>
37
47c
'The four counties are Greenville, Anderson, and Spar-
tanburg, S. C. and Buncombe ( Asheville ) , N. C. . . . counties
with Population of 559,300; Incomes of $726,284,000; and
Retail Sales of $481,774,000.
For further information about this PULSE SURVEY and
about the total WFBC-TV Market, contact the Station or
WEED, our National Representative. Ask us also for details
of the latest ARB Study.
"The Giant of
Southern Skies"
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
niless without having achieved it. Dur-
ing World War I, however, the Ger-
mans adopted Daylight Saving Time
to conserve power. The Allies followed
along shortly thereafter.
But it wasn't until World War II
that the entire U.S. went on DST.
The difficulty started after the war.
I niformit) crumbled, and only those
states that had observed DST before
World War II continued it thereafter.
Then in 1954 the New Kngland states
decided that the month of October is
reallv still ver\ bright and felt it would
be a good idea to extend DST. Nevi
York, because of its importance to the
nation, became a pivotal point. The
radio-tv networks fought the exten-ion
bitterly, as did theater interests. How-
ever, the extension was approved 1>\
the City Council, passed on to Albany,
and this year, for the first time, DST
runs through October in New York by
state legislation.
". . . the syndicated program field has
become severely competitive. The huge
quantity of high-quality filmed pro-
grams with topflight stars presents a
wide variety of choice series for nation-
al advertisers to draw from. And both
the advertiser and the audience benefits.
The program perfection made possible
by advance filming, and the booking
flexibility permitting stations to be
hand-picked at most advantageous local
times are prompting the record spot
season now shaping up for the fall and
winter."
JOSEPH WEED
President
Weed Tr
Mete York
At the same time, the opposition to
the national lack of uniformity on DST
has become organized, and on 1 June
the National Time Research Institute
was formed by F. H. McGraw and
Company's Robert F. Kane.
'"The pendulum seems to be swing-
ing toward Daylight Saving Time
again." Kane told sponsor. "Our idea
is to have it swing in a synchronized
fashion throughout the country."
Kane's planning a study on all the
aspects and implications of DST. even-
luallv a printing and distribution of
pamphlets to inform those who're op-
posed to Daylight Saving altogether
upon its merits. The crux of the prob-
lem, he feels, is the lack of agreement
and combined action. Kane hopes that
this project will get the support of
those industries currently plagued by
the needless time disparities. * * *
98
SPONSOR
RUBINSTEIN
{Continued from poge 35)
been tin- <>nl\ Foi m "I advei tising "I
this product. Stores are said to notice
- 1 1 one consume] reaction, w iili de-
mand health) enough in some i asea
In (Iran OUl BtOCKS.
I .. Madame Rubinstein Buch e\ i-
dence ol the medium s powei is a con
\ incing ai gumenl foi the budgel em-
phasis it receives, although Bhe is -till
more al home in the pi inl media w ith
which -In- ha- had su< li long acquaint-
ance. For years she was known to
keep close tabs on prinl ads, t" go
ever them carefully, even u> re-write.
\\ i 1 1 1 t\ . howe> ei . the world's most
successful businesswoman follows a
different policy . Vware that the me-
dium is a complex marriage of t h< •
technical and artistic and that it can
l>r dangerous to l""l with, she con-
tents herself with reviewing the story-
board and reserving comments f<u ma-
joi polic) points.
This attitude makes for a smooth i\
operation, illustrating once again tin'
advantages to I"' gained by respecting
the specialized abilities of the agency.
Madame Rubinstein, oi course, ap-
proves all films before release.
Like so man] other worldly entre-
preneurs. Madame Rubinstein loses her
sophistication when broughl into a t\
studio. Intrigued by the colorful world
of show business, she allowed herseli
to acl in one of her commercials — and
had a great time doing SO.
To some it is a surprise to find
Helena Rubinstein in t\ at all. Hers
is a "quality" line, and her swank
Fifth \\enue salon appeals to the
mink-and-diamond class rather than to
the average housewife. Bui the shrewd
Madame Rubinstein has found in tv
an invaluable means of combining the
reputation ol her salon-slanted prod-
ucts with mass reach.
Her secret is adroit product selec-
tion for t\ exploitation. Only a few oi
the company's 117 products are suit-
able for promotion through mass me-
dia, the company has found, and only
four are found now in tv. Each is a
sales leader in its company group:
Color-Tone Shampoo. Water-Proof
Mascara, Deep Cleansers, Silk-Tone
liquid foundation cream.
Each possessed a characteristic that
made it unique in its field upon it- t\
introduction, according to the com-
pany. This gave it a powerful edge
in promotion! For example, the sham-
1 1- -.ml in ai\i\ > Him in tin hail
thus the theme ""\\ ash youi hail w ith
1 Him .'" I he deep 1 leansei 1- said to
li.i\ e been the fii si liquid prepai 1
tion in it- field, although it now Im-
i!lir< 1 compel ition, I In- foundation
1 ream was the firsl to be designed foi
di\ -km. i- the claim, while the m 18
i.n.i -t.i\- on even during swimming.
Important i- tin- price. Each ol the
items 1 1'< n e, w hde ni >t in tin- cheap
1 lass, i- not in the expensive < I iss
eithei . bul pi i< e.l m the "modei ate"
u 1 • > n 1 » which <an gel m.i-- usage. I he
shampoo -ell- for SI. 25, the deep
cleanser for $1.50, the mascara for
H.10, the foundation -ream foi $1.25.
Mad, line Rubinstein - missions] j ef-
luit- in beautify the women ol Amer-
ica are reflected in the wide ranging
spot schedules. Timebuyer Matl Kane
ti ies i" rea< h all t\ pes of women, will
-Int announcements in every period.
I he mature housewife worried about
an aging -kin ma\ see a Deep Cleansei
commercial dui ing a morning or aftei -
noon. The dating working girl i- apt
in cah li a shampoo or mascara pitch
during intermission of
a
lale-ni'jlil
-
mo\ ie.
Frequent \ is inqiortant. Kane -
long-range aim is to line up as many
fn-t-rate periods as crowded t\ sched-
ules will permit, within the budget
limitation-. Typical recenl schedules
found Chicago with lour Class '" V and
Hi Class "C" periods, a similar set-up
in Los Angeles, while San Francisco
carried three Class "A ' and five Class
"('." period-.
Budgets are the main determinants
of frequency. Individual market dol-
lar figures are set on the basis of ac-
tual and expected sales as well as the
potential total cosmetics sales of the
area.
Because the Rubinstein reputation
for quality is considered the most \ital
piece of ad equipment, the commer-
cials must not be permitted to lower
the tone of the line in any way. The
premi-e i- that the viewer will conneel
that quality feeling with the product
advertised if the commercial's charac-
ter is what her prior knowledge of the
company lead- her to expect.
\n agency spokesman distinguishes
the Rubinstein commercials from com-
petitors9 a- "being more eleganl than
the other-."'
Happily free from client-pre-' ribed
rules ,,r rigid formulas, the agency
team works with a sense of indepen-
QUARTER
HOUR FIRSTS
Than all other
Stations Combined
STATION
QUARTER-
HOUR FIRSTS
WKBN-Radio
129
Station B
68
Station C
27
Station D
2
Station E
0
Station F
0
Ties
8
WKBN-RADIO SHARES
Morning
38.2
Afternoon
36.6
Evening
40.0
Source: C. E. Hooper,
thru March, 1955.
Inc., Nov. 195'
The only station
completely serving
the
YOUNGSTOWN
MARKET!
WKBN
CBS-RADIO
YOUNGSTOWN. OHIO
5000 Watts- 570 KC
Represented Nationally
by Paul H. Raymer Co.
8 AUGUST 1955
99
dence that it finds refreshing. Says an
agenc) man: "] enjoy working on the
Helena Rubinstein account because of
the opportunity to do imaginative, in-
ventive things."
There is nol even the standard cop)
platform relationship. Client-agency
meetings on product points are infor-
mal, usually limited to a Rubinstein
lecture to account exec Dean on what
the product in question will do for a
woman. From this woman-to-woman
kind of talk, Mrs. Dean will come
away with a few key ideas, which will
become the copy basis of the next com-
mercial.
Up to now, tv copy has been turned
out mainly by Mrs. Dean and Howard
Connell, under the supervision of copy-
head Jud Irish.
Mrs. Dean is of the opinion that the
effectiveness of the Rubinstein copy
approach derives from its clear-headed
recognition that a woman is primarily
interested in an answer to the ques-
tion: "What will it do for me?"
"It used to be," she says, "that cos-
metics copy would be vague as can be,
sometimes making outlandish claims.
Today it has become more concrete.
Rubinstein advertising adopts a
top markets
top stations
+ + + plus
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straightforward, umnuddied approach.
It shows the woman how to solve spe-
cific ploblems."
To Howard Connell it is a pleasant
assignment to work on Rubinstein com-
mercials, for "there is a wide intrinsic
interest in the subject of beaut) ; men
are also interested in seeing pretty
girls. Beauty needs no excuse."
Advertising must tap the inner
drives and desires of human being and
promise some kind of fulfillment, he
maintains. And what is a more pro-
found drive in a woman, he asks, than
the wish to be beautiful?
"A woman is more interested in be-
ing beautiful, more desirable and at-
tractive to men than in being able to
serve the right cup of coffee," declares
Connell. "Every woman wants love."
H. . . In less than a decade, television
has become one of the major energizers
of our expanding economy. Nothing
else can exert such dynamic drive to
keep our economic flywheel turning at
the pace lo preserve todav's prosper-
ity.''
OLIVER TREYZ
President
TvB
ISew York
Thus the universal symbol of the
beautiful girl, who has become a Ru-
binstein trade-mark. In her the viewer
sees what she might become if she
follows the ad s advice.
Considerable time and effort are ex-
pended to find the right girls. There
are many kinds of beauty, some cold,
some warm; it is a matter of great mo-
ment that the girl who fits most ex-
actly the commercial's tone and feeling
be selected. Each applicant is given a
screen test, filmed in 16-mm. at the
agency.
As much attention is paid to the
gowns the models wear, for as tv ad-
vertisers well know, the ability of the
viewer to pick up costume details is
sometimes astounding. The setting re-
ceives the same care, as do the actions
of the girls.
Important, too. is the male compo-
nent. All this beauty and grace are
admired and dwelled upon by a rich-
voiced announcer. To the agency, an-
nouncer Jav Jackson seems to fit into
the mood of the whole.
The commercial in the end seems to
achieve its effect through suggestive-
ness rather than a succession of
blatant copy points, through a mood
rather than specific concepts, through
a sense of the expensive and elegant
rather than dull facts.
To Connell any effort to find a uni-
versal commercial pattern is doomed
at the start. "No matter how perfect
\ our copy story," he points out, "the
final effect is profoundly affected by
who delivers it. Take even a simple,
straight demonstration of a product —
change the pitchman and you change
the appeal and the final effect."
But not all Rubinstein products lend
themselves to the rich glamor ap-
proach. They are divided into two
classifications: 111 makeup lines, (2)
treatment lines. The "treatment" lines
almost inevitably tend toward a simi-
lar before-and-after approach. In these
cases, the pitches have to be more ex-
planatory and factual.
How long can these unusual, and ex-
pensive commercials run? No one ac-
tually knows, of course, but the agen< \
feeling is that there is no reason thev
cannot run indefinitely if they are
right.
In all of them the art director plays
a key role. Upon his sense of design
much of the final effect depends. Art
Director Bob Davis follows the pro-
duction right through. According to
manager of the tv department Frank
Brandt, the agency is training its art
directors to be all-around men. "In
the big agency where I came from,"
says Brandt, "the art director was
boxed in, isolated from production.
Here we try to make him a vital part
of production. Bob Davis is the equiv-
alent of an agency production man
"Never mind what KRIZ Phoenix
says about the weather — my corn
says it might be a tornado!"
100
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and C«».™;«„ Magazines
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now, wh<> works directlj with the out-
side producer as assistant to Howard
Connell."
In the agency's film-editing room
Brandt's point was made clear as Da-
vis handled a movieola with the as-
surance of a film editor.
< 'out pa it ij position: The character
and scope of the commercials are
deemed bj the company to be in keep-
ing with the largest quality cosmetics
house in the business. From a $9,000,-
000 gross six years ago, sponsor esti-
mates Helena Rubinstein's sales have
leaped to a present approximate level
of $20,000,000. The company consid-
ers itself the biggest complete line
house in the field.
Among "quality" competitors are
Elizabeth Arden, Jacqueline Cochran,
Alexander De Marcoff, Dorothy Grey,
Yardley. "Mass" competitors include
Ponds, Woodbury, recently Hazel Bish-
op.
The Rubinstein firm finds itself to-
day in what may be a transition stage.
Distribution in the field has moved
from the department store to the drug
store, in some instances to the variety
PEOPLE
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PEOPLE
KGVO-TV
Missoula, Montana
serves the most
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MAGNIFY YOUR SALES
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store and super market. The great mass
sales lie there, it appears. Hazel Bish-
op is an outstanding example of a firm
which has gone in heavily for mass
distribution, with remarkable success
1 see Why I'm through with big shows
2 May 1955, page 31). Rubinstein has
department store and drug store dis-
tribution, but shies away from variety
stores and supermarkets.
Competitive pressures may bring
about a marketing change, for mass
distribution appears the only way to
continue to grow today.
There is still room to grow. The fac-
tory recently built in East Hills, Long
Island, is said to be the largest ever
built by a woman. The modern,
clean-lined building is a symbol of the
stature achieved by Helena Rubinstein
in the commercial world. "Madame"
rules a cosmetics empire whose domain
includes Switzerland, Germany, Italy.
Canada, Australia, France, Mexico.
Brazil. Her salons are meccas for
beauty-seeking women the world over.
Madame Rubinstein, after 53 vears
"I think everybody in the television
and radio professions has a right to
think of himself as a man bearing a
great responsibility as a crusader and
help to do this job of education, of
ourselves and others about us, and to
bring home here an understanding of
what goes on in the rest of the world."
PRESIDENT EISENHOWER
TSARTB Convention Address
as a businesswoman — she operated her
first establishment in Melbourne, Aus-
tralia, in 1902, having originally gone
there from her native Poland at the
age of 18 — is still actively concerned
with the search for ways to make wom-
en beautiful. She spends about half
her time flying about the world seeking
new products, meeting with dermatolo-
gists and other researchers working in
her various branches.
In New York, together with her hus-
band, Prince Artchil Gourielle, whom
she married in 1937, she lives in her
Park Avenue apartment which is famed
for its art collection. She owns the
building she lives in, incidentally.
It's been a long time since the climb
began in Australia. It led to London
successes beginning in 1908, when she
came to England with her first hus-
band, whom she had married that
year. Paris welcomed her salon in
1912. And in 1915 she opened a
"Maison de Beaute" at 15 East 49th
St. in New York. • • •
HOLLYWOOD TRAILERS
{Continued from page 33)
What admen say: When is a "trail-
er" not a trailer? The answer, as
many tv admen see it, is "when it is
highly entertaining."
With the Warner, 20th and M-G-M
shows not due to start until the middle
of next month, there's no way to judge
the entertainment value of their pro-
gram material or the film clips, inter-
v iews and backstage stuff that will be
used to whoop it up for new features.
Time will tell the story.
But a high mark in both promotion-
al and entertainment value has already
been set by movie maker Walt Disney.
In one season, his Disneyland show
bounced up the rating ladder to land
consistently in the "Top Ten" and to
become ABC TV's top show. Millions
of youngsters race around U.S. homes
in Davy Crockett T-shirts, coonskin
caps and other youthful paraphernalia
developed as merchandising offshoots.
The sponsors are delighted with the
show, which draws one of the highest
viewers-per-set (nearly four persons I
of any show on tv.
But Disney sells Disney, too. Whole
sequences were devoted to the tricky,
underwater job of filming "Twenty
Thousand Leagues." Portions of "Ladv
and the Tramp" and other new: Disney
films are screened. Every kind of plug
imaginable has been used to boost
the new Disneyland amusement park.
That these "trailers" are also highly
entertaining is a tribute to Disney and
to his promotion men. As one ABC
TV official in New York network head-
quarters likes to paraphrase Churchill:
"Never have so many people made so
little objection to so much selling."
The secret, if any, is very simple:
Don't use old-style Hollvwood "tease"
methods: make it worth looking at for
itself.
No admen who saw7 the half-hour
"trailer" for "Twenty Thousand
representatives:
New York — Richard O'Connell, Inc.
San Francisco— Broadcast Time Sales
Chicago — Broadcast Time Sales
102
SPONSOR
OVER HALF THE AUTOMOTIVE SALES IN JN
DIANA
are made to the people served by WFBM-TV
*
NO OTHER INDIANA TV STATION DELIVERS SO MUCH
Automotive sales state-wide: $894, 041,000
Automotive sales WFBM-TV-wide: S500.663.000
WFBM-TV INDIANAPOLIS
Represented Nationally by the Katz Agency
Affiliated witti WFBM-Radio; WOOD AM & TV,
Grand Rapids; WFDF, Flint; WTCN, WTCN-TV,
Minneapolis, St. Paul
8 AUGUST 1955
103
Leagues.'" in which Disnej cameras
prowled through the cool green waters
off Catalina to sshow the incredibly
complex job of filming a below-depths
feature, will be inclined to argue thai
Disne) hasn't Found the formula.
Whethei the other film companies
are finding it now. or will find it after
their shows ;j" on the air, is another
matter. Here, it's mostlj a matter of
guesswork and faith, coupled with
good advertising judgment.
Colgate I ariety Hour, for instance,
is current!) following Ed Sullivan's
lead in "saluting" new feature pictures
through talent tieups. One of the most
recent and widely publicized was a
sort of news-in-depth documentan
built around the filming of Jack
Webb's "Pete Kelly's Blues," a Warner
release.
With the same careful treatment he
uses to show police methods on Drag-
net, producer-director-star Webb took
the tv audience through a sometimes-
fascinating, sometimes-dullish explora-
tion of how the movie grew from idea
to finished print.
Was the show overly commercial?
A top-ranking radio-tv executive of
Colgate told SPONSOR:
"You've got to be objective about a
FIRST
PUEBLO
COLORADO
KKIY
CHANNEL 11
FIRST IN
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Covering Colorado Springs and Pueblo
for CBS, ABC, and DuMonl
television networks
NATIONAL SALES OFFICE
KKTV, PUEBLO, COLORADO
Represented by GEO. P. HOLUNGBERY
show like this. We don't want, and
I'm sure our audience doesn't want,
a full-program trailer for films. \\ e
looked over the proposal for the Pete
Kell) show carefulhj before we OK'd
it for the program.
"It's all a question of entertainment.
If a movie studio approaches us with
a valid, entertaining way to build a
show around a new movie, why not?
It will draw- a good audience, and
that's what we want when it's time to
do our own commercials on the air.
We felt it was a good show."
Not everyone agreed with the Col-
gate adman. Snapped Jack Gould, ra-
dio-tv editor of the New York Times,
in his column the morning after the
Colgate show:
"The television screen, once a me-
dium of entertainment, again was used
for 60 minutes last night to advertise
a forthcoming motion picture. Fea-
tured in the advertisement was a tele-
vision star who hopes to extend his
popularity to the theatre screen. Lest
he jeopardize the boxoffice value of the
film, he carefully avoided on tv dis-
closing what the story of his picture
was all about. It is time for both tele-
vision and Hollywood to call a halt."
How do other admen feel about the
situation, particularly those involved
with the studio-produced film shows
that have "trailer" portions?
On 13 September, Warner Brothers
Presents will be launched in the Tues-
day, 7:30-8:30 p.m. spot on ABC TV.
Sponsor lineup: Liggett & Myers
(through Cunningham & Walsh) ; Gen-
eral Electric (through Maxon and
Y&R) ; and Monsanto Chemical
(through INL&B. Chicago).
Said Norman Gort, who heads up
radio-tv production for L&M at the
C&W agency:
"Warner Brothers will have a por-
tion of the show for 'backstage' scenes
that probably equals the total commer-
cial time on the program. But. we
have every confidence that Warner will
do it in the best of taste, and that it
will have no adverse effect on our com-
mercial impact.
"We bought the program as we
would buy any other showr — it looked
like definite production value and au-
dience potential for the money. We've
seen the production preparations for
the show at the Warner lot. Believe
me, it's really fantastic."
Other admen who have bought film-
dom's packaged shows this fall are
equally enthusiastic, and not at all sub-
scribers to the theory that the program
producers may get more value than
the show's sponsors.
A General Electric adman, who de-
clined to be quoted directly, stated
bluntK :
"I don't like the idea that Holly-
wood has played us for a sucker. This
is nonsense. GE will be in two pro-
grams this fall produced by major
studios — Warner Brothers Presents
and the new hour-long show from
20th Century-Fox on CBS TV. On
both, we've had every assurance from
the producers and the networks that
evervthing on the program will have
dramatic values.
"If there s to be a scene from a mu-
sical, for instance, it will be a com-
plete song or dance routine. If it's
from a drama, it will be a complete
scene with plenty of story value in
itself. Or, it may be film specially
shot to show the unusual location in
which a feature was made. And so on.
"The rest of the shows, we feel, will
be among the top dramatic fare on tv."
Networks, perhaps, have most to lose
if the Hollywood marriage doesn't
work out successfully. If the shows
are a hit, they have added one more
bulwark against pay-as-you-look tele-
vision, and will enlarge their already-
large tv audiences. If the shows flop,
the networks will be running the risk
of losing program control in many
cases to Hollywood studios, and of los-
ing their audiences to other shows —
or to the movies.
The network attitude of cautious op-
timism was summed up for sponsor
neatly by Dick Pinkham. NBC TV pro-
graming v.p. Said Pinkham:
"The 'picture plug' could become a
dangerous trend, if its not done in
moderation. It started with Ed Sulli-
van's 1952 'salutes,' rolled on with
Disnev. and is hitting its stride this
fall.
"You have to face the fact that anv
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8 AUGUST 1955
105
deal tv makes with Hollywood is still
quid pro quo. We're just not going to
get the really top stuff — top talent, top
stories, top film scenes — unless we give
Hollywood a chance in return to ex-
ploit its pictures. After all, they've got
to keep the exhibitors happy, too.
"Handling the Holhwoud tieups is
a matter of good sense on the part of
all concerned. The only approach pos-
sible is that whatever goes on the air
in a show as part of the 'program'
portion must be entertaining. If it
isn't, it's selling and ought to be treat-
ed as such."
That a close watch on the Holly-
wood-tv marriage is needed is stressed
even more strongly by other admen.
A former movie executive, now a well
known tv adman, warned:
"Hollywood has a reputation for
riding promotional horses, sometimes
deliberately, into the ground. You
know the cycle — a big, flashy start;
everyone in the act; the novelty value
wears thin; find something new. Tv
may be stranded on the honeymoon in
this new 'marriage' unless tv keeps
out movie 'free loaders'."
IN EVANSVJLLE INDIANA
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Who draws the line?: SPONSOR
checked with more than half of the
agencies and clients who have bought
made-in-Hollywood shows this fall to
see what operational methods have
been worked out to ride herd on pos-
sible over-commercialism. In addition,
sponsor checked with the Continuity
Acceptance departments — the tv "cen-
sors"— of each of the major tv net-
works.
This, in general, is what SPONSOR
learned:
1. Nobody has worked out an ac-
tual code of practices, other than that
already formulated by the NARTB.
2. Everybody is "playing it by ear,"
since most of the situations and prob-
lems are being met for the first time.
3. Hollywood is so far being very
cooperative. Network executives have
had meetings in every case with the
producing studios, and with producers
making program tieups, and have
checked and re-checked individual
ideas for movie promotions.
4. There's little immediate danger
that any show with a Hollywood tieup
will be foolish enough to run off the
same kind of "hard-sell" trailer audi-
ences have seen used in neighborhood
movie houses. Network Continuity
Acceptance executives will screen the
film clips used — in advance. Whether
the trailers will be entertaining is an-
other matter, admen comment.
5. Tv may even be stricter than Hol-
lywood about what can be shown in
film "trailers." The producers of "Mr.
Roberts," for instance, offered Ed Sul-
livan a free choice of scenes from the
movie. CBS trimmed down the film
clips, cutting out the famous Scotch-
making scene. ("We'd have gotten
nasty letters from the dry states," said
a CBS TV executive.)
Will it be necessary to rewrite the
basic NARTB code to cover Holly-
wood plugs, or situations in which a
program producer uses part of the
show to plug his other wares?
Dick Shafto's Code Review Board
(he's also president of WIS-TV, Co-
lumbia, S. C.) will meet in Washing-
ton on the 8th and 9th of September
■ — the eve of the Hollywood program
invasion this fall. Shafto feels that the
movie question may come up — but not
as a burning topic in any sense.
Admen agree, however, that things
will be fine so long as movie trailers
are strictly entertaining. If they aren't
tv raav be in trouble. * * *
RIPLEY
(Continued from page 44)
homes. Ripley's also buys some run-of-
station announcements, geared to
reaching the young housewife, who,
says Harry Bobley, influences her hus-
band's choice of suits.
"Our best customers are style-con-
scious young men." says Harry Bob-
ley. "And in advertising, our primary
objective is to convince any men who
spend up to 8100 for a suit that they're
out of their head if they don't buy at
Ripley's."'
Bobley undraped from his chair to
prove a point, walked to his office
closet and took his suit jacket out. It's
a conservatively styled, slit-back, sin-
gle-breasted jacket of ribbed, grey and
white fabric.
"What do you think the label is?"
asked he, adding, after a significant
pause. "It's a Ripley. ... Of course,
it's imported French fabric." But the
point was made.
The Ripley stores don't try to ap-
peal to the zooty crowd. Retailing
usually at between S43.95 and $49.95.
Ripley suits are Ripley-tailored to give
the mass consumer a feeling of style-
consciousness without excessive hep.
The company spends a SPONSOR-esti-
mated $200,000 a year for advertising.
Some 70% of this annual budget goes
into radio, the only mass medium
Ripley Clothes uses year-'round to pro-
mote store traffic and increase sales.
Except for a four- or five-week sum-
mer hiatus. Ripley stays on the air
continuously, relies on radio to beat
off stiff competition. The remaining
30% of the budget splits between
direct-mail advertising and an irregu-
lar schedule of newspaper ads to serve
as an institutional cover for the direct-
sell radio effort.
Bobley characterizes Ripley's radio
effort as "saturation," since the aim is
to pound the Ripley name, slogan and
message into the public mind.
"We prefer to hit hard on one sta-
tion in a market so that a large sched-
ule will seem all the more impressive,"
Bobley explains. "Again, New York
is typical of our pattern. In New York
we use two stations only: WNEW and
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NASHVILLE, TENNESSEE
106
SPONSOR
IUWA #
manac
TWO BILLION IN "GREEN STUFF"
Iowa farm products gross more than two billion dollars each year. Iowa factories
bring in three billion more.
WOI-TV, Central Iowa's first television station, serves more than half of the entire
area and population of this top agricultural state. You can't buy better coverage, and
at WOI-TV coverage is supported with tested, accepted network and local program-
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WOI-TV
AMES-DES MOINES (
IOWA STATE COLLEGE
ABC FOR CENTRAL IOWA
REPRESENTED BY WEEDTELEVISION
J
WMCA, with the hulk of our eflort
concentrated on the former."
On \\ NEW, Riplej buys a dailj
(Monday-through-Saturda) i L5-min-
ute segment of Make Believe Ballroom,
between 5:45 and 6:00 p.m. or 6:00
to 6:15 p.m. They're getting a young
audience, and one devoted to top-rated
d.j. Jem Marshall.
"This show has done a big job for
us," adds Bobley. "But it's character-
i-li<- of us that we base our buy on the
program format and type audience ap-
pealed to rather than on the strength
of the personality.''
That the program pulls for Ripley's
is a fact which the agency tests peri-
odically with specially geared an-
nouncements. They'll choose a parti-
cular item, such as $14.95 slacks or a
shirt, advertise it on that program
only, and wait for in-store demand to
prove the pull of the show.
Beyond the program sponsorship.
Ripley also buys as many as 50 an-
nouncements per station. Current Rip-
ley schedules on the East Coast are
typical: In Philadelphia. Ripley buys
some 30 announcements weeklv on
WPEN, WFIL and WDAS each. In
Providence, R. I., it's some 30 an-
1
ovt <X JO
kTVh first
again in wichita area
June, 1955 ARB* shows KTVH taking
seven out of top ten class "A" time
shows. WINDY says, "Once again for the
third straight survey KTVH proves domi-
nance in Wichita and 14 other important
Central Kansas communities."
To Cover Central Kansas
Better Buy KTVH
KTVH
HUTCHINSON
VHF
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WATTS
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CBS BASIC— DUMONT
12
Repreiented Nationally by H-R Representatives, Inc.
KTVH, pioneer station in rich Central
Kansas, serves more than 14 important
communities besides Wichita. Main
office and studios in Hutchinson; office
and studio in Wichita (Hotel Lassen).
Howard O. Peterson, General Manager.
nouncements each on WPRO, WHIM.
Hartford's WCCC has a schedule of
more than 40 minute-announcements
weekly. In Boston, Ripley buys 15 to
20 announcements weekly on WHDH.
Washington. D. C, hears Ripley men-
tioned 40 times a week each over
WW DC and WOOK.
Special-group advertising has long
been a part of Ripley's over-all effort.
This clothier has used Italian-language
announcements on New York's WOV,
German and Spanish over WWRL,
New York. In Providence, Ripley's
message is currently heard in Italian
on WRIB.
Come fall. Ripley is likely to be on
the air in every one of the 12 cities
w here there are Ripley outlets, from
St. Louis to Boston to Hackensack.
Wherever the Ripley store, this mer-
chandising policy is fixed: "We never
have a sale." says Ripley Clothes
President S. O. Newman. "Our prin-
cipal is that we give top values at low
prices consistently. There are no
'specials' at Ripley."
This does not mean that Ripley
Clothes doesn't advertise specific items
on radio. On the contrary, its hard-
sell copy generally revolves around a
particular line of suits, slacks or shirts.
( Starting this fall, the stores will also
carry shoes.)
The radio copy concentrates on
one item only when the firm or the
agency wants to test the value of a
particular radio program or time slot.
At other times, as many as three or
four different items may be included
in the minute pitch.
"Radio has been getting an increas-
ing share of our budget every year,"
says Bobley. It's a budget that's grown
along with Ripley sales, at the rate of
207r a year, from less than $100,000
in 1950 to nearly $200,000 in 1955.
Bobley considers the money spent
for newspaper advertising as institu-
tional advertising. "We generallv buj
full-page ads, not on regular schedules,
but sporadically," he explains. "In
these ads we set forth the Riple\ mer-
chandising principals, such as our
philosophy of continuous low-priced
top value, rather than occasion;.!
sales."
This year Ripley has added spot tv
to its advertising schedule in one mar-
ket. The firm buys announcements
within the late feature movie on Phil-
adelphia's WCAU-TV.
"Growth of the stores has been
steady, substantial, rather than spec-
tacular," he adds. Ripley's been add-
ing some four outlets a year continu-
ously. "Nor is it a hit-and-miss propo-
sition. We don't leap into an area with
the thought of pulling out fast if it
doesn't pay out. Every store repre-
sents a sizable capital investment. Rip-
ley Clothes likes to give the consumer
an atmosphere of comfort in which to
shop. We can't do this by sticking to
pipe-racks. '
The comment is, of course, keyed to
Ripley's competitors in the business,
some of whom stress the minimum-
overhead aspect of their business.
Largest of these is Robert Hall, a sub-
sidiary of United Merchants and Man-
ufacturers, who buy nearly 709c of
the clothes they sell, justify low prices
by emphasizing low overhead. A heavy
radio advertiser. Robert Hall l through
Frank B. Sawdon Agency ) precedes
openings of new outlets with a vir-
tualK barrage of radio announce-
ments, preceded by the famed jingle
"W hen the values go up, up, up" etc.
i This retailer expects to spend over
a million dollars in a radio-tv cam-
paign scheduled for fall in 125 mar-
kets. Robert Hall's air budget for
1955 is estimated to be 15^ abo\e
1954.1
Ripley too introduces its minute
commercials with a musical jingle, but
tends to vary this jingle bi-annually.
staying loyal instead to its slogan.
Though the musical jingle varies, it
generally incorporates Ripley's slogan.
To wit:
Ripley brings the prices down
There's no sale like wholesale
Ripley clothes best buy in town
There's no sale beats wholesale.
"Pretty soft for me — I listen to
Dr. Ross's 'Canine Comments' on
KRIZ Phoenix, to solve my prob-
lems."
108
SPONSOR
Take a Look at our
CITY FIGGERSf
>OPER RADIO AUDIENCE INDEX — FARGO-MOORHEAD — NOVEMBER, 1954
Share of Audience
onday thru Friday
7 o.m. — 12
17 noon — 6 p.m.
WDAY
57.9
58.3
Station B Station C
18.1
16.6
16.3
18.2
Station D
3.6
1.9
i
WDAY
FARGO, N. D.
NBC • 5000 WATTS • 970 KILOCYCLES
THESE figure? have got it ... in tlie right
places! Latest Hoopers for Fargo-Moorhead
show that \\ DA\ has more listeners than nil
other stations put together— three times as
main as the second station!
Add that to \\ I > W- o\erwhehning rural
preference (32 to 1 over the second station)
and you've got the stor\. Iny kind <>f survej
rural or city — that's ever been pulled around
these part- has shown thai WDA1 pleases prac-
tically nil the people nil the time.
For more facts, talk to a Free & Peters
Colonel
■()(ite3* FREE & PETERS. INC., Exclusive National Representatives
The slogan, with its implications of
bargain-buying, is typical of the ap-
proach taken by mass-market men's
< -lot lies retailers since World War II.
It's part of the discount-selling trend
that's taken the appliance industry and
most phases of hard-goods retailing
by storm.
Ripley's closest competitors in kind
are Howard's and Bond stores. Both
chains are somewhat larger than Rip-
ley. Both have used radio as em-
phatically as Ripley. Howard's, how-
ever (through Peck Advertising) has
thrown its entire budget into print
during the past year. Bond's I through
Biow-Beirn-Toigo) continues to be a
52-week spot radio and tv advertiser.
Currently, Bond's has three to five an-
nouncements weekly on tv stations in
Cleveland, Houston, Memphis and
Minneapolis, somewhat heavier radio
schedules in nearly 20 markets through-
out the country.
Bond's commercials too, start off
with a slogan: "More men buy Bond
suits than any other suits in Amer-
ica!" No single Bond commercial is
ever repeated on the air. This means
that two agency copywriters are as-
signed to the account, and kept busy
continuously. The one point stressed
at least twice in each commercial is
the price.
Bond clothes too are manufactured
by Bond — another fact which is em-
phasized in the copy. Bond's clothes
are also designed for the same type of
consumer as Ripley's. Bond, Ripley
and virtually every retail chain in the
Ripley price bracket plug easy-pay-
ment plans.
Somewhat closer to the Robert Hall
league in size is Crawford Clothes,
another air-conscious chain that gen-
erally picks up 5 and 15-minute news-
casts on big independents in its major
markets. In the $30 million a year
sales category, this chain is best
equipped to combat Robert Hall's
massive announcement schedules.
The originator of concentrated radio
efforts among the retail clothiers was
Barney's, of course. With a single
store in lower Manhattan, Barney's
took to the air in 1934, interspersed
hard-hitting commercials throughout
the Hauptman trial on WNEW, and
grew so rapidly that its radio budget,
20 years later, exceeded $150,000.
Prentis Clothes followed the Robert
Hall pattern with a small-size budg-
et in the mid-Forties. This chain of
eight Metropolitan New York stores
110
RAII
oh'to
dt*tr
il»ut«r*i
inc.
A.pr
VI 1*
v<)55
Bay con,
~^^^^~~ ,-eaP » good o?f'to,"n
,enaej^ Ul you r«"i„en u» °« ,a
ce3 ~?,r cll*-n,B ° Vie a*3,ire V
of ^"business- .
grateful P
Sincere W-
^•-I-er. S^e 3 & ha
/v-jlah
Buy any 2 of these stations and get a C%
» and best of all m
Buy any 3 or 4 of these stations and get a 1
WC0L
W2
DAYTON
COLUMBUS
SPRING*
SPONSOR
ETWORK..
When you sow on good soil, you reap a
good harvest. The advertising coverage you
have given us on Town View has borne tremendous
r.ults. A total of 98 sales for one week has both over-
vielmed and pleased us . . .
$1,100,000 in SALES
for an investment of $500!
iir Trails Network Stations write, wire or phone collect
Any
Representatives
Office
Ni-KK York • Chicago
Angelei • San Francisco
Pat Williams
WING
13 1 N. Main St.
Dayton. Ohio • Hemlock 3773
J.1 1 1 1 ii 1 1 1 I,
7\
WCMI
ATN
ASHltNO • HUNUNGION . IRONTOM
8 AUGUST 1955
Air Trails N
RAILS NETWORK
ad ipted the "piper* k tales approa< h
with it- "Share the-Vi ealth Prentis"
nature.
tuple] ( lothes was no johnny-come-
latelj in t d.- i lothiei battle. \< tually,
RiplC] took I" 111"' .lir ill New ^ oik.
in a modest fashion, i lose to I i yean
when it- stores numbered fewei
than five. It- radio budget has < ontin-
uousl) kepi pa< e with growth of Bales
and in' rease in numbei of outlets.
Ii i-n i enough to saj "dia ounl sell-
in ordei to dea i ibe the radio
sales approach of the mensweai chains
toda) . Actually, part oi the answer at
leasl lies in tin- background of these
retail operations. Riple) Qothes, for
example, was founded in L937 \>\ 1 1 ■ < -
two Newman brothers. However, the\
weir n. ii newcomers to the - loak and
-mi trade even then.
Their storj starts more than three
decades ago when the two young men
came to New ^ oik penniless from Rus-
sia. It was the time when New York's
Canal Street was a men's clothing 'in-
ter, lined with one small -hop after tin-
other, salesmen operating half indoors
and half on the street. It was the era
when half the sale was accomplished
at the time the sales clerk pulled a gtrj
off the street by his sleeve.
"You were a brave man if you Lot
out without |»a\ ino a buok deposit,"
Ham Boble] Bays.
\fter a few \ears of this type ol
selling, the Newman brothers opened
up a store of their own: Newman Bros.
on the Lower East Side. It still stands
today, operating under the original
name.
I he store achieved sufficient success
for the Newman brother- to begin
manufacturing their own line. "Then
in the Depression." add- S. 0. New-
man, president of Ripley, "retailers
couldn't pa\ their bill-, so we dei ided
to take a chance on the American pub-
lic instead: We opened our two Brook-
l\ n stores."
During that -am-- year, I'1 17, Harr)
Boble\ and his brother Edward, took
on the Riple] Clothes account \d\er-
ti-in- began modestl] in local borough
newspapers, grew with the success oi
the -ton-, until Boble] finalb suggest-
ed radio in I'1 10.
Riple] Clothe-, like most manufac-
turing-retail chains, ha- been a bold
merchandiser. The chain expanded
from two stores to 30 largel] on the
theor] that a consi-tent use of radio
sells. * * *
111
BRIEFLY
(Continued from page 75)
The five-minute show will star Nan-
cy Berg and innumerable sheep. Con-
lent of the show will be Nancy Berg,
combing her hair and doing other
general pre-bedtime chores to the
sound of peaceful music. She will offer
occasional tips to insomniacs, and she
will count an undisclosed number of
animated sheep jumping over a fence.
The five-minute segment is being of-
fered for sponsorship. It was origi-
nally the idea of Marilyn Rosenberg,
publicity department secretary at
WRCA-TV.
* * *
The Victor Diehm Stations have be-
come the most recent Radio Advertis-
ing Bureau members. Victor Diehm,
president of the four stations, and Kev-
in Sweeney, president of RAB, an-
nounced the affiliation late last month.
The stations are: WVDA, Boston,
Mass.; WIDE, Biddleford, Maine;
WAZL. Hazleton. Pa.; WHLM,
Bloomsburg, Pa.
Said Diehm: "I've always regretted
the fact that, because of the multiple
ownership ruling of RAB, we were not
El Paso County
5th in Texas
In Population
TEXAS' TOP TEN COUNTIES
1— Harris County (Houston) 1,012,000
2— Dallas County (Dallas) 751,300
3 — Bexar County (San Antonio) 549,200
4 — Tarrant County (Ft. Worth) 186,500
5— EL PASO COUNTY (EL PASO) 248,000
6 — Jefferson County (Beaumont) 218,900
7 — Nueces County (Corpus Christ! )
211,500
8— Hidalgo County (McAllen) 194,500
9— Travis County (Austin) 181,600
10— Cameron County (Harlingen) 159,300
•1955 Sales Mgmt. Survey of Buying Power
KROD-TV
CHANNEL 4
EL PASO texas
V CBS - DUMONT - ABC
AFFILIATED with KROD-600 kc (5000w
Owned 6 Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
in RAB membership during the past
several years. Now all of the managers
of the Diehm stations are cooperating
not only unanimously, but also enthu-
siastically in the work of the Radio
Advertising Bureau."
* * *
WMGM, New York's Jamboree Day
on 30 July, held at the Palisades, N. J.,
featured a salute to 50 prominent men
and women who worked before or be-
hind early radio's carbon microphones.
One of the outstanding women saluted
was Rosaline Greene, winner of the
1926 title "Radio's Perfect Voice."
She later became one of the first wom-
en daily newscasters. Other industry
figures saluted on WMGM's Jamboree
Day were Tommy Cowan, who inau-
gurated the WJZ test programs in
1921; Angelo Palange and Sam Taub,
two pioneer sports announcers; H. V.
Kaltenborn, first radio news analyst,
who began his broadcasting career on
the late Brooklyn Eagle; Ben Gross,
veteran radio editor of the Daily News.
* * *
WRC, Washington, D. C.'s NBC af-
filiate, entered its 33rd year of broad-
casting on 1 August. WRC was among
the nation's first radio stations, one of
the earliest to be licensed by the U.S.
Government.
* * *
Philadelphia initiated Negro tv pro-
graming on 6 August, with the airing
of WPFH's new live weekly 90-minute
show featuring top recording stars and
a teenage audience dancing to record
hits. This is the second series of pro-
grams that WPFH, Channel 12, has
aimed at a specific market segment.
The first was the Italian Film Theater,
in Italian with English subtitles.
* * *
Three Houston commercial tv sta-
tions are giving $10,000 each to the
University- of Houston to support its
KUHT-TV, pioneer educational sta-
tion. The stations are KGUL-TV,
KPRC-TV and KTRK-TV.
Says Dr. John Schwarzwalder, man-
ager of KUHT-TV: "So far as I know,
this is the first time that commercial
tv stations have directly contributed
to the operational cost of an educa-
tional tv station."
* * *
In Walter Mitty fashion, many a ra-
dio listener has wanted to take over a
local radio station for 24 hours. Tex-
as listeners recently got that chance
through a K-NUZ, Houston, letter con-
test.
Listeners had to complete the state-
ment: "If I could manage K-NUZ, I
would . . ."
Over 300 letters were received.
Most men wanted more news and ball
scores, especially at times when driv-
ing to and from work. Students
stumped for more time for their favor-
ite disk jockeys. Housewives wanted
more sweet music, more old tunes,
and less "silliness." Everybody want-
ed heavier emphasis on local Houston
happenings in newscasts. Few com-
plained about too many commercials.
Winner: Corporal Bill Ree of near-
by Ellington Field. The one-day "man-
ager" promptly declared an "Open
House," invited everyone to visit the
station, and staged a public service
lie-up with Army Recruiting Service.
♦ * »
Americans who picture Thailand in
terms of Broadway's "The King and
I," are due for an electronic surprise.
In Bangkok, the first tv station on the
Asiatic mainland has begun broadcast-
ing. Over a year ago, seven engineers
were sent by the Thai government to
study at the RCA Institutes and NBC
TV. The RCA-equipped station will
be used as a "mass-scale educational
medium."
* * »
Now it's a bicycle radio. The Huff-
man Manufacturing Co. of Dayton,
Ohio has placed on the market the
Huffy-Radiobike. with a built-in port-
able radio that is shock- and tamper-
proof. The battery is carried in the
luggage rack. Huffman claims it can
pull in stations up to 100 miles away.
No rating service has announced any
(Please turn to page 116)
Watch
For An Exciting
CONTEST
Announcement In
SPONSOR'S
Next Issue
First Prize —
RCA Color TV Set!
112
SPONSOR
SPONSOR ASKS
Continued from page 63)
Milt'i-rd "k.u. II he isn't «l«»in- tin- job,
thru In* in'iy dropped and someone else
■els i crack at it.
\|| of which add- up t<> .1 simple
conclusion upon which an affirmative
answer to tin* question must I"- baaed.
Sonic di-k jockeys yesterday did a
i sales job. Some, and they ma\
even be the same guys, are doing a
I job today. There alwa\s have
been good, bad and indifferent prac-
titioners of ever) trade. There always
THE INTIMATE SELL
llv Fred Robbina
I rtrrun dink jockey, currently heading
tiro daily i'.HS Radio shotcg
The disk jockej
today is a great-
er force than ever
in his ability t<>
sell the sponsor's
product. He has
become so close-
K an influence in
fainih life that it
is as if he were a
member of the family itself. And you
can't heat that kind of salesmanship
— the kind where you can achieve an
intimacy of whispering into a mike as
if the family were right there.
\ key factor in the disk jocke\'s
greatest value today is the fact that
tln\ are achieving their highest listen-
ing ratings in history, and this is an
important point in the fact that spon-
consequently, find this the most
inexpensive form of advertising. In
fact, a glance at sponsor schedules will
find that many "blue chips" sponsors,
more and more, are going in for the
disk jockey type of program to sell
their wares.
Of course, it's the local disk jock \
about whom we're writing, and the
prestige values built up in their areas
n\ such as Martin Block in New York.
Howard Miller in Chicago and Peter
Potter in Los Angeles have done much
to holster the sales values of their type
of program. It seemed an anomaly
that the\ could achieve star values with
the kind of entertainment that they
have projected, hut it all goes hack to
an old show business theory that
you've got a success if you've got the
kind of entertainment to please the
entire family. • • •
8 AUGUST 1955
40 E. 49TH ST.
< ( ontinued from page I i I
FALL FACTS
The brief quote from me in youi
Timebuyera at Work column in the
Fall I acts Basil - issue brought a but-
pi ising rew don, parti ulai l\ in com-
petition with tin* tremendous amount
of information this issue can ied. \
surprising number of a< quaintam ea
have mentioned those few tinea to me.
I'd -a\ that indicates your big issue
must be getting thorough and careful
reading bj radio-tt people in iln- area.
Don V.MSDEM
Radio & 1 1 Dept.
lllen cv Reynolds
Omaha
Superb! Congratulations on 1955
Fall Facta Basics. It demands cover-
to-cover reading.
. . . and while reading SPONSOR
cover-to-cover, I found an item of
great interest to US at \\ KRL. Page 33,
Timebuying Basics, an article 1>\ Stan-
ley Arnold titled. "The Super Market
Revolution.'' I quote:
"So I think that it should he borne
in mind that a cart loaded with mer-
chandise can do as good a job in main
instances as an end table display, and
that if you ask for a cart display you
might open up a new avenue of nier-
WFBL uses carts for its product displays
chandising that is not now being ex-
ploited."
\\ e agree with Stanley Arnold —
shopping cart displays do sell a heap
of merchandise. Vie should like to
point out, however, that \^ FHL for
the past year /km been exploiting the
"shopping cart displa\.
Shopping cart displays are owned
and serviced by WFBL in 34 S\ racuse
THE QUAD CITIES
Rock Island • Molinc • East
Molinc, III. • Davenport, la.
NOW
1/4 MILLION
PEOPLE
According to Sales Management's
Survey of Buying Power 'May 10.
1955' the Quad-Cities now have
250,200 people with an Effective
Buying Income of S5843 per family
or $1 794 per capita. Cover this rich
450 million dollar market with WHBF
radio or TV — the Quad-Cities' favor-
ites.
WHBF
TEIC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Aver y-Knodel, lie.
ROCHESTER
N.Y.
WVET-RADIO
•inounccment over W \ 1 1
Radio of tin.- strike settlement at .1 large
Rochester industrial plant at 6 1 ; \ M
made possible normal u ork atU ndance
that Morula) morning
Crier result proiei jcj"' tli.it \V\I 1
Radio is \l I POWERFI I for (jetting
your client's message a*, ross to the public
■ we saved the day for the plant
5000 WATTS
280 KC
6 IS O CiOOf
AND ALL S
WILL'
\
ABC
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOILING COMPANY
markets. Market managers have re- WRONG MUSIC?
ported sales increases from 50 to 40U' i
with displays under WFBL's "Market
Magi< " merchandising ])lan.
Bob Weir
Promotion Manager
WFBL, Syracuse
Your "city-agency-account" list of
the V. S. timehuyers in the Fall Facts
issue is without a doubt one of the
most valuable services that you have
ever rendered.
Since I am leaving at the end of this
week for an extended trip and vitally
need Part II of your "Timebuyers"
list covering the rest of New York and
16 other cities, please immediately air-
mail-special me either (1) the 25 July
issue of SPONSOR, or ( 2 ) the tearsheets
from this issue of the list, or (3) your
reprint of the entire list.
Lee P. Mehlig
National Sales Manager
KTLN, Denver
• Part one of the "city -agency -account" list of
U.S. timebuyers ran in the 1 1 July ( Fall Facts)
Issue, part 2 in the 25 July issue, part 3 in
8 August issue.
Always the Best
Independent
Buy in the
Market
the AIMS station!
Boston
Cleveland
Dallas
Denver
Des Moines
Evonston , III.
Evansville, Ind.
Houston
Indianapolis
Jackson , Miss.
Kansas City
Huntington, 1. 1.
Louisville
Milwaukee
WCOP
WDOK
KLIF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXLW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaha
Portland.Ore.
San Antonio
San Francisco
Seattle
Springfield,Mass.WTXl
Stockton iCol. KSTN
Syracuse WOLF
Tulsa KFMJ
Wichita, Kan. KWBB
Worcester.Mass.WNEB
WTIX
WINS
KOWH
KXL
KITE
KYA
KOL
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
Only one
m each
market
CKXL
CKNW
» Membership
l| by invitation
only
RADIO GROUP
We would like to order 50 reprints
of your excellent article, "Does radio
play the wrong music?" as printed in
the 27 June 1955 sponsor. We are
very interested in it.
John C. Gaglia.no
Sales Manager
WEMP
Milwaukee
All of us here at KPOL were very
much interested In your article "Does
radio play the wrong music?" in the
27 June issue of your magazine. It
substantiated what we have been claim-
ing for the past two years. As we play
nothing hut "Broadway Show-tunes
"Big Orchestras" "Large Choral
Groups" and "Musical Comedy or
Operatic Music," we are most gratified
to find that Ohio State study indicated
that this kind of music is very popular
with adult women.
Many thanks for your fine article
which is right down our alley and will
provide us with a little more sales
ammunition.
Fred D. Custer
Station Manager
KPOL
Los Angeles
Most interesting and useful is your
report of the Ohio State University
Study appearing on page 32 of SPON-
SOR for 27 June 1955.
I am wondering if you could sup-
ply us with 300 reprints of this or if
not could we secure your permission
to duplicate it and distribute it to our
member stations with, of course, credit
to SPONSOR?
T. J. Allard
Executive Vice President
Canadian Association of
Radio and Television
Broadcasters, Ottawa
I just finished reading. "Does radio
play the wrong music?", in the 27
June issue of sponsor. Needless to say.
I find most all of the stories in spon-
sor very enlightening, but found this
one exceptional.
It has become "must" reading with
every air personality here at WTTM.
who programs music over the air.
I shall be looking forward to more
of these enlightening studies.
Fred L. Bernstein
General Manager
WTTM
Cleveland
• SPONSOR'S thank- to the many readers »ho
ha\e expressed keen interest in •'Dors radio play
the wrong music?" <27 June, page 32). includ-
ing Columnist John Crosby *ho demoted a column
to the article recently. The article is availahlc in
reprint form. Price is 25c for quantities less
than 10: 20c for 10 to 100; 15c for quant, I,,.
over lOO.
Reprint policy
sponsor is frequently asked per-
mission to reprint articles. Permis-
sion is usually granted provided
credit to SPONSOR is given and the
request is made in writing.
SPONSOR will make reprints in
quantity at a nominal cost. Re-
print requests should be addressed
to Sponsor Services, Inc. at 40 E.
49th St., .New York 17, N. Y.
B&M TEST
I Continued from page 39 )
advertising in one or more media.
But in the case of the Green Bav
test, television was put on its mettle.
Nothing but the six weekly television
announcements were used.
True there was a WBAY-TV dinner
for the trade before the campaign and
ihe broker's salesmen told jobbers tele-
vision was coming. But this is a trickle
compared with the hoopla it's possible
for a company to create when it puts
all the forces of merchandising to
work.
Actual sales results showed it was
tv-created consumer demand alone
which was the real influence on the
grocery trade in stepping up its pur-
chase of B&M products.
During the first three weeks of Jan-
uary this year before television cam-
An
RCA Color TV
Must Be Won
Set
By A
SPONSOR Reader!
Why Not You!
Look For
Details
Next Issue!
114
SPONSOR
i 1 1 • 11 i n^z began on - 1 Januai j . the
trade Blocked up heavily. WIIX1) l\
,- respected in the area l"i it- ability
to build sales and Green !>.u grocery-
men are nol tin familial with results
obtained for firms like Red Owl, a
cerj ' li.iin nhi< h i- among the sta-
tion's local clients. But wholesale-level
sales dropped <>IT thereafter f<>i .1 time.
I ..I the first half of Pebruai \ tit -\
were below the same weeks in 1954.
Nol until consumer demand was ac-
tual!) reflected back from the retail
level did sales -tan their stead) climb.
This was no case of a forced feed to
the distribution channels with inevita-
!>l\ pulled sales totals.
Burnham S Morrill has followed the
lest closel) because it has main non-
New England markets where it- sales
problem parallels that in Cree\ Ba\.
It attributes much of the success of
the campaign to \\ I! \ 1 - 1 \ . The sta-
tion prepared eommereials tt>r the cam-
paign, based on a cop) platform pro-
vided 1>\ B&M. Most of the eommer-
eials wen- done live in front of a repli-
• a of a bean oven l>\ a \\ WW - 1 \ per-
sonality, Capt. Hal O'Halloran. Capt.
rial's commercials were a mixture oi
personal endorsement and quotation
from comments of area housewives.
The station sent a team out to get
Comments id women who tried the
product and the testimonials which re-
sulted were considered important in
establishing the point that B&M beans
are different, more flavorful, thus jus-
tifying higher price.
Capt. Hal sold the B&M brown bread
in combination with the beans. He
suggested beans and brown bread as a
television supper, in ever) wa\ under-
scored that the two went together. Phis
is what raised the brown bread up
bora a rarit) to a product which gro-
cers could detivt demand for.
Perhaps the most difficult test tele-
vision faced came between mid-June
and mid-July, the closing week- of the
campaign. During this period last year
Ik\M allowed grocers 50c off on each
dozen of the 27-oz. size of bean. This
is a big saving and grocers flocked to
buy the 27-oz. bean at $2.90 instead of
the usual (3.40. \s a consequence
B&M sales were wa\ up in this period
last year. The question: Could televi-
sion with no allowance do as well?
The answer: Television was 74^5
more effective than the price cut.
B&M sales in 1CXS4 were 3,283 dozen
HERE'S W HERE YO\
ORDER
THOSE SA1 ES WINNING
SPONSOR REPRINTS!
SPONSOR SERVICES, INC., 40 E. 49 ST., New York
17, N. Y.
PLEASE SEND WEi
H \ 1 KS
copies TELEVISION BASICS ■-*
(12pagea) )00 or
30c each
25c each
more 20c each
copies |{\l)IO BASICS ' 24
(16 pagett) )00 or
30c each
25c each
more 20c each
copies FILM BASICS ' ■"
(« pages; ioo or
25c each
20c each
more 15c each
n Payment enclosed D Hill me later
1 Minimum ordei
for billing
privileges: $2! )
Name
Company
\ > l< h ■ ■--
( ii\ Zone State
KIFM
uuiiiiiiiiiiioiiiiiiiiiioiiiiiiiiiiiniiiiiiiiiiiiniiiimiiiiiaiiiiiiiiiiiit^
| A BIG LOCAL MARKET
MORE THAN 65000 |
RADIO FAMILIES
| Fulron-Mexico-
Columbia-
Jefferson City |
SjiiiniiiiiiiaiiiiiiiuiuaiiiiiiiiiiiirJiiiiiiiiiiiioiiiiiiiiiiiiDiiiiiiiiiiiiDiF
KFAL COVERS!
30 COUNTIES — Vi MV.
INFLUENCES SALES!
FROM DAWN TO DUSK
STUDIOS & OFFICES AT
FULTON, MISSOURI
Represented Nationally By
Benton Paschall Company
8 AUGUST 1955
115
WFAS
f f LffBW WIMI
WATTS REACHKS 0\ FR 81 4. 000
RADIO homes!
WEAS
REGULARLY
DRAWS MAIL FROM 5 OF THE MOST
IMPORTANT SOUTHERN STATES !
WEAS
HAS
COMPLETE SATURATION THROUGH-
OUT THE NORTH GEORCIA "BROILER
CENTER OF THE WORLD, AS WELL
AS THE LUCRATIVE PEACH AND
CATTLE RAISING AREAS.
WEAS
BY JUDICIOUS USE
OF COUNTRY AND GOSPEL MUSIC
PROGRAMMING, HAS BECOME THE
"FAMILY'S FAVORITE STATION'".
WEAS
50,000 WATTS
1010 K.C. DECATUR, GA.
CALL STARS NATIONAL
Chicago — New York — Los Angeles
gives you
All:
NVarket • • .
Coverage • • .
Yfoarummifig
Contact us
ot call yotit
John Blaif man
TODAY!
890 KILOCYCLES • 50.000 WATTS • ABC NETWORK
for the period referred to. In 1954
the) w ere 5.719 or 74% better. ( This
covers all products. If the figures for
the 27-oz. alone are taken, 1954 shows
up as almost on par with 1955. But
I his is an unrealistic basis for evaluat-
ing results since sales of the 27-oz.
were made at the expense of the 18-oz.
lean. It's the total picture which is
important.)
In general sales figures reported to
sponsor for the 26-week test tend to
underestimate results from television.
Several major chains, for example, are
not reflected in the figures. Reason:
I hese chains buy their B&M products
outside the area in which wholesale
sales were reported to sponsor. An
effort is being made now to obtain a
separate tabulation of sales for these
chains which apply to the test area.
But it's a complex sorting problem
which may require too many clerical
hours in back-checking for the chains
lo undertake since last year's as well as
this year's records would be required.
Burnham & Morrill's Northgraves
commented that the 98% increase must
actually be regarded as 98-plus. "There
are cases, for example," he said,
"where television created sales for us
by opening up new distribution but
where the product had not yet reach jd
the distributor when the test ended.
That means the tabulations as reported
in SPONSOR wTon't show this sale."
What will happen next?
During the remainder of this sum-
mer B&M will sit it out and watch the
Creen Bay area. Meanwhile it is study-
ing plans for fall and winter. Deci-
sions are reached about the beginning
of September when the company's fis-
cal year starts.
A new agency was appointed a few
weeks ago to take over the account 1
September, John C. Dowd, Boston I and
its New York branch, Dowd, Redfield
and Johnstone) . The agency is study-
ing the entire Burnham & Morrill ad-
vertising picture and will present its
plans to the company early in Septem-
ber. (The previous agency was BBDO,
Boston. Loss of the account is not
connected in any way with the televi-
sion test which was undertaken at the
clients request.)
The company spends about 8200,000
annually and has used a variety of
media, including in-store magazines
and its present 14-market spot radio
campaign. The Green Bav television
test was its first consistent use of tv.
Whether the Dowd agency will re-c-
ommend widespread use of television
now or not isn't known. The agency
has stated to Sponsor that it intends
to make a carefuly study of all the
factors involved and will not reveal its
plans until September.
It's known, however, that Burnham
& Morrill executives have been deeply
impressed by what television did in
the difficult Green Bay area. E. R.
I Ned) Ehvell, sales vice president, and
W. G. Northgraves, advertising man-
ager, have both stated to sponsor that
television will get serious considera-
tion in future planning.
B&M's decisions and why, will be
reported in SPONSOR as soon as they
are known. If the decision is crystal-
lized in time for the next report in
this series (5 September issue I it will
be reported then. Otherwise in an is-
sue thereafter. * * *
BRIEFLY
I Continued from page 112)
plans to measure the tuning of Radio-
bike pedal pushers.
* • •
WJNC, Jacksonville, N. C., has been
purchased from Lester M. Gould, prin-
cipal owner, by Robert P. Mendelson.
Sale price: 895.000.
Mendelson, who will move to Jack-
sonville to assume active management
of the station, was formerly v.p. and
advertising director of SPONSOR. Gould,
part-owner of WLSE. Wallace. N. C,
is a board member of the NARTB.
The North Carolina outlet was estab-
lished in 1945, was one of the first
postwar radio stations.
* * *
The top CBS TV educational pro-
grams, You Are There and The Search,
will be made available for private
showings in schools, libraries and oth-
er groups through a distribution ar-
rangement with Young America Films.
The 16 mm. prints will be serviced in
the U.S. and Canada, and in U.S. pos-
sessions. They will not be available
for broadcast use.
The two shows have won main
laurels for CBS TV — including a Pea-
Don't Forget To Check The
Next Issue of SPONSOR!
See How You Can Win An
RCA Color TV Set!
116
SPONSOR
bod) Ward, Page One award l>\
Newspaper Guild, civic citations, and
commendation from the Boys Club ol
America and bave done much to
raise the sights of network education-
..I rv.
» » •
Good music 1 1 - * — be< ome .1 majoi
force in U.S. radii). FCC Commission-
er Robert I . Lee stated, earliei this
\i .11 : "I he \til.-i i. an broadcast 9) --
trin. along with il- human faults, li is
been primaril) responsible for the
tesl cultural revolution in mod-
ern times."
\- an ad medium, it- strength is
growing, too. Good Music Broadcast-
ers, a firm repping more than a dozen
good-music outlets, baa recent!) mailed
a folder presentation with Borne eye-
opening figures. Samples: More peo-
ple pay to attend concerts than 1>ii\
ticket- to l>a-el>all uames. Dallas out-
let KIXL's billing is 30^5 over the lev-
-I of pre-t\ days. Philadelphia \\ I IN
Baa more than five times as man) lis-
teners in the Si II.OlMJ-and-up income
bracket as average of other outlet- in
cit\.
Multi-market spotting of syndicated
t\ films b) major advertisers continues
t« spread. Among the latest large film
campaigns of non-network nature:
1'. Ballantine & Son. through Wil-
liam Esty, has signed Ziv's Highway
Patrol for 30 markets, starting early
in October, in a chain that stretches
from Portland to Miami. The -how re-
places Foreign Intrigue. Ballantine al-
- sponsors Ziv's Eddie Cantor Com-
edy Theatre, and will telecast both in
several key market-.
La\'s Potato Chips, a major region-
al advertiser, has bought /</ ventures
of Long John Silver for 22 southeast-
1 in markets through filler, Neal \
Battle. Produced b) feature film mak-
er Joe Kaufman 1 'Sudden Fear" 1 .
the series is syndicated by CBS TV
Film Sales. Ml 26 episodes are in col-
or. Starting date is early fall. Another
CBS sale: Amos V Andy for 26 weeks
in 18 northeastern markets to Duffy-
Mott. via Y&R.
In the southwest. Bowman Biscuit
Co. of Denver has signed for a 52-
week run with MCA-TVs Dr. Hud-
son's Secret Journal. The market list
now stands at 17 cities in Colorado.
V\\oming. New Mexico and Texas.
Agency: Ball i Davidson. • • •
8 AUGUST 1955
THE WINNER!
and still Champ
b4[Z? + I" 3 lele|iul-e Slir\C\ ju-t completed I lor M.i\.
r "f ffl L955). WAFB-TV, two-year uncontested TV
jrCl§ ' ehampion in Raton l\nti<ie. rated lir-t fui Xl 1 of the
f 331 quarter hours when both T\ stations were on
pj^ jb ma pj^ m the air. Every one of the top 15 favorite
MJ0 #•% || %Jf MT& ucrlJ\ programs h err on U 1/ ll-ll . Kiidit
Rw UGE «»" ^ \ 1 11 1 \
Monday to Frid
ay
WAFB-TV
Station "B"
Station "C"
7 AM-12 AM
78
10a
12
12 AM-6 PM
61
29
10
6 PM-12 PM
59
33a
8
WAFB-TV
Station "B"
Station "C"
3 Does not broadcast
Saturday Sunday
12:15 PM-6PM 6 PM-12 PM 1 PM-6 PM 6 PM-12 PM
76 64 76 61
la 27a 8a 33a
23 9 16 6
for complete period Audience unadjusted.
WAFB-TV
CHAN NEL 28
affiliated with WAFB, AM-FM
CBS — ABC — DUMONT 200,000 WATTS
Reps: Call Adam Young, Nationally or Clarke Brown in South & Southwest
####!•#* A. Sumple!
America's foremost producers
of filmed musical and radio
jingle commercials will work
for you!
For as little as
$
150
net
A complete AUDITION
package ready for
CLIENT SUBMISSION.
You need send us only: —
1. Purchase order for $150.
(So we have something to work
with)
2. Tear sheets and scripts
about product. (So we know
something about it)
3. Five points about prod-
uct, in order of their impor-
tance. (So we know where to put
emphasis)
4. Your client's philosophy
about account. (So we get the
feel of it)
5. Whether for television
and/or radio and lengths of
commercials wanted. (So we
can tailor-make your commercial
to fit your plans)
Insure
client acceptance of your idea
with a COMPLETE Audition Pres-
entation.
This package will be created
especially so your consumers
hum, sing and talk about YOUR
advertised message
AND BUY YOUR PRODUCT.
WRITE OR WIRE TODAY
Bob Sonde Don E*tey Del Porter Larry Greene
YOU CAN
•I SURE
if irs A
\<WfOJk»
KODUCTION
6000 SUNSET BLVD., HOLLYOOD 28,
CALIFOMA . . . Hollywood 5-6111
fieorge Abrams has resigned as v.p. in charge
of advertising for Block Drug Co. to take over the
same job jor Revlon starting 15 August. "It's a
natural transition," says he. "Revlon, like Block
Drug, has become extremely tv conscious, particularly
now with its $64,000 Question pulling such strong
returns. Also, Revlon, like Block Drug, is going
heavily into new product development. And that's
a place where I feel that air media can be most
effective." He'll be working with these agencies:
Norman, Craig & Kummel, BBD0, C. J. La Roche.
Thomas O'iVeil, president of General Teleradio,
bought control of RKO from Howard Hughes for
$25 million on 25 July. He said the purchase won't
mean a quick sale of film properties to television.
"While the tire company's subsidiary [General
Teleradio) has no finalized plan for releasing films
from the RKO library for use in television, cer-
tainly this inventory of approximately 600 feature
films was a major element of interest in the pur-
chase of RKO by our company. It is quite likely
that these films will ultimately appear on tv."
Walt Disney will account for large slice of
ABC TV's revenue by year's end. Disneyland will
go back on the air with the same sponsors, same time
starting 14 September. It accounts for $2.5 million
to $3 million in billings. Mickey Mouse, scheduled
to go on 5:00-6:00 p.m. throughout the country on
3 October, includes Armour, Campbell Soup, Bristol-
Myers. Carnation, General Mills. Mars and Welch
Grape Fruit Juice among sponsors. If sold out,
it would bring in $13 to $14 million. Big publicity
boost for show followed launching of Disney's
$17 million amusement park via ABC TV.
James J. 1%'eale, formerly media v.p. at Dancer-
Fitzgerald-Sample, takes over as radio-tv director
of that agency, to head up all radio and tv pro-
graming. Says he: "In radio and tv, as in all
advertising, creativeness is the key to payout. To
pay out most efficiently, any investment in radio
and television must be creative in programing,
in commercial coi>y, and in media planning." Jim
Xeale's move from media to the programing end of
agency operation fits in with the continuing trend
for tv programing heads at agencies to make
top media decisions, .\eale joined D-F-S some
14 years ago. when he came from NBC.
118
SPONSOR
\oi might rmton run JAYEIAX 263 FT.* —
BUT..
AMERICAN RESEARCH BUREAU
February, 1955 Report
CRAND RAPIDS— KALAMAZOO
Number of Quarter Hours
With Higher Rating
MONDAY THRU FRIDAY
7 a.m. — 5 p.m.
5 p.m. — 1 1 p.m.
WKZO-TV
144
83
Station B
56
37
SATURDAY & SUNDAY
10 a.m. — 1 1 p.m.
80
24
NOTE: Survey based on sampling in the following propor-
tions Grand Rapids [45%), Kalamazoo t/9rc),
Battle Creek (19%), Muskegon (17%).
J
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WJEF — GRAND RAPIDS
' WJEF-FM — GRAND RAPIDS-KALAMAZOO
l£^ KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD — PEORIA, ILLINOIS
YOU NEED WKZO-TV
TO BE CHAMP
IN WESTERN MICHIGAN!
The February, 1955 American Research Bureau Report (left)
-hows that WKZO I \ is the favorite station in Battle Creek
and Muskegon, as well as in Kalamazoo am! (iraru! fuij>i'/\.
B) almost 3-to-l, in fact!
WKZO-TV is the Official Basic CBS Television Outlet fol
Western Michigan. 100,000 watts — Channel 3. Serves over
half a million television homes in 29 Western Michigan and
Northern Indiana counties.
"tour \\er\-Knodel man has all the facts.
100,000 WATTS • CHANNEL 3 • 1000 TOWER
miOTV
Kalamazoo - Grand Rapids
8 AUGUST 1955
Avery- Knodel, Inc.. Exclusive National Representatives
*Bud Held set this toorlcTs record in Pasadena on August 8, 195 >'.
119
ADVERTISERS' INDEX
This Is
STRATEGIC
AIR
COMMAND
Definitely! When you
buy station KPQ, Wenat-
chee, Washington, you
COMMAND THE AIR
— STRATEGICALLY —
around the rich Wenatchee
Valley and the fast grow
ing Columbia Basin farm
area.
That's because we serve
a captive market. No out-
side stations interfere be-
cause we're surrounded by
7,000 to 9,000 ft. moun-
tains. No TV stations here,
either. Buyers for adver-
tised products can't escape
your sales message on
KPQ.
* Nearly a $300,000,000
market
•Jt Sales Performance
160% above national
average
•fc Per Capita Income
16% above national
average
In Our 26th Year!
5000 WATT?
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
(One of the BIG 6 Forjoe represented stations of Washing-
ton State)
A I.MS
Air Trails
Associated Artists
Associated Press .
BM1
CBS Radio __.
CBS TV
MCA-TV
Meredith
110,
M id-Continent
NBC Spot _
NBC TV Net
Official Films
Raeburn _
Sarra ....
Screen Gems
Skyline
Song Ads
Stars
Steinman
Westinghouse .86-87
Yankee Net _ _ 7
Ziv-TV 60-61
114
111
95
_ .. 13
115
_ 16-17
.....66-67
.....28-29
101
- 18
.....22-23
....96-97
72-73
120
71
10-11
100
118
116
3
KARK-TV, Little Rock ...
KBIG, Hollywood
KFAL, Fulton, Mo.
KGVO, Missoula
KH.T-TV, Los Angeles
KKTV, Colorado Springs
KMBC, Kansas City, Mo. .
KNUZ, Houston .
KNX, Los Angeles
KONO, San Antonio _
KPHO-TV, Phoenix
KPQ, "Wenatchee
KRIZ, Phoenix
KRNT-TV, Des Moines .
KROD-TV, El Paso
KSDO, San Diego
.100,
KSL-TV, Salt Lake City
KSLA-TV, Shreveport .....
KSTP-TV, St. Paul
KTBS-TV, Shreveport .....
KTVH, Hutchinson
KWKH, Shreveport
KWKW, Pasadena __
88
6
115
102
30
104
BC
92
85
55
77
120
108
89
112
9
15
27
69
51
108
5
102
WAFB-TV, Baton Rouge ..... 117
WAPI, Birmingham 70
WAVE-TV, Louisville 93
WBAY, Green Bay 105
WBEN-TV. Buffalo 63
WENS, Columbus, O. 12
WCHS-TV, Charleston .... 91
WCUE, Akron 75
WDAY, Fargo _ .. 109
WDBJ, Roanoke 94
WDEF-TV, Chattanooga .. 75
WDTA, Memphis 78
WEHT-TV, Henderson, Ky 106
WFBC-TV, Greenville, S. C _ 98
WFBL, Syracuse 81
WFBM, Indianapolis .. 103
WGY, Schenectady _ 122
WHBF, Rock Island ..... .. 113
WHO-TV, Des Moines 21
WIKY, Evansville, Ind. .. _ FC
WILK-TV, Wilkes-Barre _ 104
WISH, Indianapolis 49
WITH, Baltimore _ IPC
WKBN, Youngstown 9 9
WKY-TV, Oklahoma City 57
WKZO-TV, Kalamazoo ...
WLAC-TV, Nashville .....
WLS, Chicago
WMAR-TV, Baltimore ...
WMBD, Peoria
WMT, Cedar Rapids
WNAC-TV, Boston
WNAX, Yankton, S. D.
WNEW, New York
119
25
116
26
90
53
7
82
--. ... 14
WNHC-TV, New Haven, Conn. 68
WOI-TV, Ames, Iowa _ 107
WOOD, Grand Rapids 65
WREN, Topeka 76
WSBT-TV, South Bend, Ind. .. 59
WSJS-TV, Winston-Salem _ 8
WSM, Nashville IBC
WSOK, Nashville _ 106
WTOP, Washington 24
WVET, Rochester 113
WYBC, New Haven 121
DICKENS JEROME WRIGHT
(President)
WPAT, Inc.
LIKE MOST
'Newsworthy"
BROADCASTING
EXECUTIVES
MR. WRIGHT'S
LATEST
BUSINESS
PORTRAIT
IS BY...
Photographers to the Business Executive
565 Fifth Avenue, New York 17— PL 3-188
120
SPONSOR
!
Would you be interested in
a NEW IDEA in Advertising . . .
Mr. MERRILL?
Mr. LYNCH?
Mr. PIERCE?
Mr. FENNER?
Mr. BEANE?
Among tne advertisers in the United States today you have
long placed high on the list of those with Courage,
Vision, and Initiative. You have put investment as a form
of security into the hands of the average American man, and
you have explained it to him in language he can understand.
Your booth in Grand Central and your How To Invest Show in
New York have both been examples of positive forward
thinking in the field of advertising. For this reason we
are writing you this open letter.
We too pride ourselves on having vision and foresight.
Possibly you are familiar with some of the articles that
have appeared about us in such magazines as Newsweek and
Life. Or maybe you have heard of the only undergraduate
owned and operated TV station in America which we started.
Or possibly you have heard of us through the Ivy Network
started at Yale in 1948. It is this very foresight and
vision that enables us to offer another first in
broadcasting. . .a new kind of radio football network
never before dreamed about.
Imagine, if you will, an audience composed entirely of men
with five figure incomes, men who average well over $50,000
in life savings, men who are all alumni of Yale, Harvard,
and Princeton. These are the men who will be listening in
their own alumni clubs in Chicago, Los Angeles, Seattle,
Dallas, Miami, or wherever they may be, to radio broadcasts
of the Yale-Harvard and Yale-Princeton football games this
fall. At the request of these men the Yale Broadcasting
Company has completed arrangements to pipe our broadcasts of
these games into their club lounges in sixty cities. Here
is a captive audience of 50,000 men... many of them already
your customers, the rest good prospects, yours for
the asking.
We'd like to tell you more about this new idea in radio,
and our representative is in New York now waiting to talk
to you. His name is Dick Goldman, and he can be reached at
SChuyler 4-8500, extension 907. When may he call on you?
P.S. Even if your name isn't Merrill,
Lynch, Pierce. Fenner. or Beane.
we'll be glad to hear from you.
Sincerely yours.
WYBC
THE TAtt 11RO tl>< InT/M. COMPANY, /\<
4 MF.HHfR OF Tin /!> SHaoKK
VSR /Ml f V CONNECTICUT
S AUGUST 1955
121
CAN THE FARMER USE YOUR PRODUCT?
DON TUTTLE
CHARLES J. STEVENSON
Here Are
3 Big Ways
You Can Reach Farmers in New York and New England
FARM PAPER OF THE AIR 12:15-1:00 p.m.
Monday through Saturday.
With the latest market and agricultural news,
and crop reports, edited by Don Tuttle.
WGY TRAVELER 12:15-12:30 p.m.
Monday through Friday.
Now a part of the FARM PAPER, the WGY
Traveler, Enoch Squires tells of the history
and legends of WGYland.
CHANTICLEER 6:15-7:00 a.m.
Monday through Saturday.
Charles John Stevenson brings music and
human interest stories flavored with rural wit
to the WGY farm audience.
WGY
122
A GENERAL ELECTRIC STATION, SCHENECTADY, NEW YORK
SERVING 878,130 RADIO FAMILIES
Represented Nationally by Henry I. Christal Company
SPONSOR
-I
REPORT TO SPONSORS lor a Uignri IMS
(Continued from p««;<* Z)
'Monitor" gets
high cumes
$1 billion for
tv this year
Local tv news
is popular
Radio outlook for
1965 seen by RAB
Soaper tried
on Electronicam
MBS seeks
short-term buys
Awaited first Nielsen report on "Monitor" showed unusually rapid
accumulation of different homes. While average minute rating came to
1, purchase of 3 minutes increases this to 2.7 as a result of
audience turnover. Web expects "Monitor" rating to rise as more
stations join hookup. Top "Monitor" segment (5:00-5:30 p.m. Sunday)
reached 917,000 homes, which is about 2 rating. This comes to cost-
per-1,000 of 73£ for minute announcements, while cost-per-1 , 000
average for weekend was double that.
-SR-
Rocketing postwar growth of tv is reflected in estimation by latest
issue of "Television Factbook" that total tab for airtime, program
production and talent costs for 1955 will be over SI billion mark.
Ten years ago, figure was practically zero.
-SR-
Local tv news shows are watched regularly by 63% of all tv homes, who
view them average of 2.7 times per week. Figures, result of special
Nielsen tab, are contained in first of 5 TvB presentations about
"Pinpoint Concept of Tv. " TvB broke down data by time of day, dis-
closed following about morning news shows (figures are based on 83
stations in 63 markets): client who buys 2 programs a week, makes
4.26 million "sales calls" on average at cost-per-1, 000 sales calls
of $3.72. Five-a-week buy provides 9.07 million sales calls at cost-
per 1,000 of $4.10. Costs are based on 13-week schedules. Second
presentation — on local kid shows — was due for release at presstime.
-SR-
America's kitchens will become "number one radio listening post" by
1965, predicts Kevin Sweeney, president of RAB. Other forecasts from
Sweeney's crystal ball: Local-level radio advertising volume will be
riding at $700 million annually. Number of U.S. radio stations will
have grown to slightly more than 3,000. Radios in autos (70 million)
will produce as many hours of listening daily in 1965 as living room
does currently. Stations will be owned, for most part, in groups
by some 800 large firms.
-SR-
Answer to question of whether Du Mont Electronicam will solve problem
of putting daytime drama on film is being sought by Stark-Layton,
packagers of "Modern Romances" for Colgate on NBC TV. Big stumbling
block in past has been added cost of film (See "Tv dilemma: how to
put soap opera on film," SPONSOR, 18 April 1955). Stark-Layton has
scheduled a week's shooting of "Modern Romances" as test of Elec-
tronicam' s economy. Aim is to bring in show on film at price almost
as low as live, now $10,500 per weekly strip. If week of film is shot
at $15,000, that means 52-week average of 311,250 per week as result
of 13 summer re-runs.
-SR-
Extent to which radio networks have changed rate cards to attract
short-term saturation advertising is shown in new Mutual rate card.
For example, advertiser who buys 20 announcements in 2 weeks on MBS
gets cheaper rate than client who spreads 20 over 2 months.
-I
8 AUGUST 1955
123
SPONSOR
SPEAKS.
Don't go 'way, Tom
Dynamic Tom O'Neil, a chip off the
old block, is not one to miss an op-
portunity.
The deal he engineered for purchase
of Howard Hughes' RKO Radio Pic-
tures with the help of $20,000,000
from Chase Manhattan and $5,000,000
from General Tire, headed by canny,
hard-driving father Bill O'Neil, is a
remarkable tale in itself. It started with
a desire to lay hands for television pur-
poses on the several hundred old films
in the RKO archives; it ended with the
cash purchase of one of Hollywood's
biggest and most famous movie stu-
dios.
Tom O'Neil has been looking for a
way to bust into television on a scale
that will rival the major tv networks.
The RKO purchase gives his General
Teleradio firm a feature film library
second to none at this time. His sta-
tions in New York. Boston. Memphis,
and Los Angeles profit accordingly.
But the RKO motion picture business,
producing and distribution both, are
all-absorbing — and we have an uncom-
fortable feeling that Tom may not be
devoting much time to television and
radio for some months to come.
\\ r hope this doesn't happen, for the
air industry needs men like Tom
O'Neil.
* * »
Publicidad Badillo turns the tables
Late in July something new was
added to the New York ad agency
picture — Publicidad Badillo, Inc., larg-
est such firm in Puerto Rico, estab-
lished the first Latin American agency
branch in this country.
The event undoubtedly was an eye
opener to McCann-Erickson, J. Walter
Thompson and others who for years
have maintained offices in many Latin
American cities but have never experi-
enced a reversal of this procedure. It
also points up an increasing awareness
of advertising opportunities by firms
outside the U.S.
Both Samuel Badillo, president of
the firm, and Harwood Hull, Jr., exec-
utive vice president, are known
throughout the Caribbean Area as
alert, aggressive advertising experts.
Both know the United States well.
Probably the biggest factor in the
establishing of the New York office is
the tremendous influx of Puerto Ricans
to this city. Of 800,000 Spanish speak-
ing people in New York about half are
Puerto Ricans. Publicidad Badillo s
New York office will specialize in this
market, as well as similar markets.
Reminder 1 : hurry that set count
When it comes to deciding what mar-
kets to use for television, many adver-
tisers would like to base their choice
on the number of sets in the market.
( (Id considerations of metropolitan
area population and sales may be less
important for the television adverti- ei
than the matter of his tv potential.
But where is the advertiser to turn
to for this vital set count and coverage
guidance? The most-measured medi-
um in history cannot give him the an-
swer to the most basic question of
all. True, there are guesses galore.
But they vary with the guesser, ha\e
no universal acceptance, are subject to
time-devouring evaluation.
It's essential that NARTB complete
with the least possible delay its long-
fontemplated industry-supported tele-
\ ision set and coverage study. As re-
ported in the 11 July Fall Facts Ba
issue, 89% of television stations reply-
ing to a SPONSOR questoinnaire con-
sider such a study "urgent" or "im-
portant." Some 37% said they were
willing to pay for such a study; 32
felt they might be willing to pay — and
this before any buildup for the study.
We're sure, therefore, that the
\ \ RTB can win support for its study.
And for the sake of advertisers who
consider set and coverage information
as heading their most-wanted list of
facts, time must not be lost.
We're so het up about this subject
that you can expect SPONSOR to keep
reminding the industry about it issue
after issue until there's definite action.
(See article next issue. 22 August.)
ipplause
Tv test in a goldfish bowl
The most unusual media test in ad-
\i itising history would not have been
possible without the courage of the
Burnham & Morrill Co. of Portland.
Me., and WBAY-TV, Green Bay, Wis!
These two organizations, deciding that
the cause of media understanding was
more important than considerations of
secrecy and caution, agreed to cooper-
ate with sponsor in making public the
results of B&M's 26-week test over
WBAY-TV.
Both had a lot to lose. What if the
lest showed television a flop? WBAY-
TV was literally putting its reputation
as an advertising medium on the chop-
ping block. But General Manager
Haydn Evans had confidence in his
station's influence.
What if the test proved that even
the force of television couldn't wake
up B&M sales in one of its most diffi-
cult markets? B&M had a lot of stat-
ure at stake among the grocery trade
in all of its markets.
SPONSOR had pursued the opportu-
nity to present a result-by-result report
of a media test almost from the day
it began publication. But it was not
until Haydn Evans sought out and sold
B&M that the idea came to fruition
early this year. ( Articles on the B&M
tv test appeared in sponsor starting
7 February and running through this
issue when final results are reported.
See page 38.)
Charles S. Morrill, president of
B&M; E. R. Elwell, sales vice presi-
dent; and W. G. Northgraves, adver-
tising manager, deserve the thanks of
other advertisers for their precedent-
setting cooperation. This is the stuff
of which progress is made. For it's
only by sifting the facts, so often kept
secret when they are really worthwhile,
that advertisers can achieve the full
and scientific understanding of media
to which SPONSOR has always dedicat-
ed itself.
124
SPONSOR
a rich market...
4gt *
■ and the combination
that opens it BEST!
You can open a safe (eventually) with a com-
bination of hand tools — cold chisel, sledge-
hammer, blow torch, and steel drill. But you
don't. Not when you have THE combination!
That's how it is with the ( cntral South — a rich
$2,713,371,000 market — more powerful in con-
sumer spending power than the cities of Balti-
more, Buffalo, Minneapolis, Cincinnati, or
Houston.
At first glance the Central South is an apparent ly
tough market for the time buyer to reach and
sell. It's an extended market composed largely
of small towns.
If you attempt to cover it with a combination of
another Nashville radio station plus small town
stations or with a combination of a Nashville
newspaper and small town papers, the cost is
three to fifteen times as high as WSM rates.
And TV viewers in this market represent less
than half the buying power of the Central South.
There is only one combination that opens this
rich market at a cost within the bounds of the
sensible advertising budget. That's WSM's
unique combination of power, talent, and
specially tailored programming.
May a-, prove this to you?
Wi would like fo put into your hands a new brochure
about the Central South entitled "The Mystery Market."
It shows the relative costs of advertising in this n><irket
for all major media. We believe it contains facts and figures
not found in th( files of cva> the most experienced
time buyers. May "•< send you a cop
WSM&
RADIO ~
SOB COOPER Sales Manager
NASHVILLE • CLEAR CHANNEL
5 0,000 WATTS* 650 KC
.ansas City's
Most Powerful
TV Station
Now, with new
and wonderful
program flexibil-
ity available on
Channel 9 in Kansas
City, you can buy just
about any commercial
handling you desire for
fall and winter schedules
— within programs, or be-
tween programs, designed
to appeal specifically and
effectively to exactly the
audiences you wish to reach.
On September 28, 1955, KMBC-
TV joins the Swing to ABC, the
nation's most dynamic and fast-
est-growing television network . . .
and introduces, daytime, a schedule
of station-produced shows that will
set Kansas City audiences afire!
You can sponsor these shows. ..buy filmed
minute-participations... schedule live com-
mercials, demonstrations, sampling or audi-
ence - participation testimonials . . . utilize
station-breaks or IDs. Use whatever format,
frequency and scheduling you require to make
your Kansas City campaign just exactly what
you want it to be!
KMBC-TV, in joining the Swing to ABC, will
program the most imaginative daytime tele-
vision ever brought to Kansas City:
KALEIDOSCOPE* — A two-hour early-morning show.
MORNING MOVIE — Feature-length, integrated with re-
gional and local news, weather and service reports.
WHIZZO THE CLOWN* — A wonderful children's hour
which will include the famous "Little Rascals."
NOON* — Studio Party for the ladies.
MY LITTLE MARGIE — Daily, Monday through Friday.
HAPPY HOME; — With Bea Johnson, McCall award winner.
AFTERNOON THEATRE — Fine half -hour dramas on film.
MOVIE MATINEE— Full-length feature film.
BAND STAND — Teen-age dancing show; pop records.
To these add the new ABC evening schedule with Mickey
Mouse Club, Warner Brothers Presents, MGM Parade, Wyatt
Earp, Bishop Sheen, Wednesday Night Fights and Disneyland
(not to mention the older ABC favorites) — and mister! KMBC-
TV has it! Your Free & Peters Colonel can tell you how to
get with it!
C 1966-KMBC W"— <~-""lf Co. » KALEIDOSCOPE. WHIZZO THE CLOWN and NOON-Ke*. by KMBO
KMBC-TV
Kansas City's Most Powerful TV Station
DON DAVIS.
JOHN SfHIli
CfORCf HIGCINS
ICRCINIH
[Free & Peters, Inc.]
|£xi/ihm# tlitfiowl Rtprtsenuur,
Radio, it's the KMBCKFRM Team
1 DJ/n the Heart of Amer
KMBC otf Kansas City
KFRM^tU the State of Kansat
I
PM »«
lagazine radio and 1/ advertisers use
22 AUGUST 1955
50< per copy* $8 per year
wammity
S City
r Ao«; .i7>// coi/«/ ///i' audience
station
LE3ERSHIP LINE-UP:
»UCE— HOOPER
ire of audience, 7 a.m. -6 p.m.,
une-July, 1955
"-
P^CE— PULSE
re of audience, 6 a.m-.o p.m.,
■*fvlarch.April, 1955
la?
10,000 WATTS, 710 KC
Buying radio in Kansas Citj ia pi child's plaj today, be
Hooper and Pulse are unanimous in thi ir rat g
with the biggest audience. All-daj avei g - - - 15.1%
This is what Mid-Continent programming, ideas
have achieved forWHB! The same programming,
men't can achieve leadership for you. Talk to the man from Blair
or Will: General Manager George W. Armstrong.
'••CONTINENT BROADCASTING COMPANY
President: Todd Stori
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
WHB, Kansas
Represented
John Blair &
City
by
Co.
NEW RESEARCI
MUDDLE COMING
page 39
page 44
Animal soap opera
pinpoints pet owners
for cat food makers
page 46
Chunky goes national
on 100% tv diet
page 48
Low-cost auto surrey
conducted by boy scouts
page 50
CANADIAN RADIO
AND TV: 195!
page 51
Now in operation!
CHANNEL 8
with the basic
NETWORK
serving
RICHMOND
PETERSBURG and CENTRAL VIRGINIA
The rich market of Richmond, Petersburg, and Central
Virginia gets a great new TV station! WXEX-TV has
MAXIMUM POWER -316 KW
MAXIMUM TOWER HEIGHT-
1049 ft- above sea level
943 ft. above average terrain — 100 ft. higher
than any station in the Richmond market.
CHOICE AVAILABILITIES NOW-
but they're going fast! See your Forjoe man!
I
NBC mulling
night "Monitor"
New "coverage
muddle" coming?
Payment on all
tv re-runs now
DTN sport shows
to continue
Metro's movie
plug deal
Spot tv $
figures on way
NBC plans Tor "Monitor" are even broader than press reports indicate.
With well over $2 million in gross billings already recorded, NBC
Radio is mulling over 15 hours or more of nighttime weekday "Monitor."
Already reported are NBC plans for daytime weekday. Thus, total
weekly hours proposed for "Monitor" came to over 90. Weekday "Moni-
tor" still awaits affiliates' okay. Big operators are understood to
be opposed to any "Monitor" extension.
-SR-
Tv research runs to extremes. For nearly 3 seasons, admen have strug-
gled with lack of up-to-date information on set counts, tv coverage
and circulation. Last major checkup was NCS in spring 1952. Now, 4
studies are in offing — ARB, NCS, Statistical Tabulating, NARTB's
"Cawl Project." Admen anticipate confusion if plans go through—
and if figures don't agree (story page 39).
-SR-
Some, but not all, network tv film shows will go up in price as re-
sult of settlement between Screen Actors Guild and film producers
of recent strike last Tuesday. Details of final settlement were
still being hammered out as SPONSOR went to press, but it was clear
that day when producer of network film show made his annual profit
on summer re-run, when talent wasn't paid, is over. First rerun may
cost some 35°c of price paid talent on initial showing. Producer in
such fix will have to hike costs to allow profit.
-SR-
While Du Mont tv network was put on shelf by revamping of Du Mont
Labs capital structure and operations, profitable elements of web op-
eration will continue. These include Monday night boxing, weekend
pro football shows. Continuance of these is reason why there was no
specific mention of ending DTN as an organization. However, new
Du Mont Broadcasting Corp. (if stockholders approve revamping) will
concentrate on local station operation.
-SR-
Tv staff for new "M-G-M Parade" series, budgeted at weekly tab of
545,000, is not from feature production teams at Metro lot. Group
is headed by studio's radio-tv publicity chief, and staffers are all
on loan from studio's trailer department. Use of network tv shows
to hoopla Hollywood was blasted this month by film maker Fred Ziv
who termed tv output of majors as "cheap by-product."
-SR-
Look for announcement soon that spot television dollar spending by
companies will be made public, either on quarterly or annual basis.
(For background see "Let's bring spot spending out in the open,"
SPONSOR, 25 July 1955, page 25.)
SPONSOR V lutni 9 So 1" ._ \ SPONBOB r Kvvriu ,
York 17 Printed it 3110 Elm Ave . Bilttmore. Md ts • retr In V 9 » elsewhere. Entered n second elui mute* J» J»n. 1949 it BiltlBore rxn-ocV* under Art at S Mir 1»T»
ICI.IMHM TO SPONSORS for 22 August 1955
Color plans for
CBS TV revealed
Tv-to-radio is a
reverse switch
"Home" is hit
with homemakers
Storer reappoints
Katz Agency
How long to
run a jingle?
More teeth for
Tv Code?
Two big show series will be in color on CBS TV this fall. Season
will start with bang on 24 Septembsr with 90-minute "spectacular,"
NBC-style, starring Judy Garland and sponsored by Ford. On 6 Octo-
ber, automaker Chrysler returns with color "Shower of Stars."
-SR-
Reversing trend of earliest tv days, growing number of video shows
are now on radio as well. Latest is Revlon's highly successful
"$64,000 Question," a tv starter due to air on CBS Radio as a simul-
cast in September. Others in which tape of tv sound track is now
aired on senior medium: "Two For the Money" and "Face the Nation" on
CBS; Pabst Wednesday fights and "Life Is Worth Living" on ABC; "Meet
The Press" and "Youth Wants To Know" on NBC. ABC TV's "Rin Tin Tin"
now has radio version on Mutual. Surviving originally-radio simul-
casts: Two Godfrey shows, "Voice of Firestone."
-SR-
NBC TV participation daytimer, "Home," is already near top as chief
"source of homemaking information and ideas in urban U.S." New net-
work study shows "Home" is out-ranked narrowly only by "Better Homes
& Gardens." Magazine is 33 years old, and "Home" was less than one
year old at time of study.
-SR-
Reappointment of Katz Agency as national rep for 6 tv and 6 radio
stations of Storer Broadcasting Co. on 5-year contract is indication
of Storer' s belief in importance of national representative system
in face of considerable speculation. Of all group ownership firms,
Storer, with fully staffed offices in key cities, under direction
of New York v. p. Tom Harker, is best equipped to develop own national
sales setup if so minded. Remaining Storer stations are repped by
Blair and NBC Spot Sales.
-SR-
How long can a jingle run? Endlessly, if it's right to begin with,
SPONSOR found in survey of jingle craftsmen, admen and accounts using
them. Experts advise testing jingles on groups within agency and
company to avoid purely personal bias. Kenyon & Eckhardt goes to
lengths of having several creative teams — and outside writers — whip-
ping up as many as 30 jingles, then enlisting research outfit to help
winnow group down to final selection. (See "How long before a radio
jingle jangles?" page 42 of this issue).
-SR-
Admen say "no" to question posed in current SPONSOR panel feature
(see page 82) "Does the Tv Code need more teeth in it?" Edwin R.
Rooney Jr., producer-director, Ruthrauff & Ryan; William P. Warwick,
radio-tv director, Warwick & Legler ; and Don Blauhut , radio-tv direc-
tor, Edward Kletter Assoc, concur that code is fine as is. Dis-
senting voice is that of Jay Nelson Tuck, "N.Y. Post" radio-tv
columnist, who claims code has no teeth, is violated "frequently
and flagrantly."
(Sponsor Reports eontlnttes page 131)
SPONSOR
Largest Rating Increase
of any station in Philadelphia*
More Local Advertisers
than any station in Philadelphia**
Largest Out-Of-Home Listening
of any station in Philadelphia*
'Pulse March-April, 1954
March-April, 1955
**Sottrce B.A.R. Inc.
Represented Nationally by Gill-Perna
22 AUGUST 1955
WPEN
advertisers use
ARTICLES
Too many tv "set count" surveys?
If present plans go according to schedule, there will be five different surveys
launched to determine national set count, four on station coverage
How lony before your jingle jangles?
Some sponsors have felt that jingles are overused as advertising tools.
SPONSOR presents views of admen long experienced with jingles and proof
of their effectiveness. Rules are laid out for the best results from jingles
Are sponsors dropping the axe too fast?
Admen think not, say that after just a few telecasts it's possible to tell whether
your show is a hit or a flop. High cost of tv makes it necessary to decide fast
litmtal soaper pinpoints Puss 'n Boots prospects
How can you use a mass media like network radio to reach a small segment of
the population.? This W. Coast cat food manufacturer used limited-appeal serial
Chunky goes national on 190% tv diet
From bankruptcy to $5 million in sales in five years is the story of Chunky
Chocolate's experience with tv. Kid shows with integrated commercials did it
CANADIAN RADIO AND TV: 1955
1. Canada: the boom resumes
Though the Canadian econony is on the way up again, not all sales are increasing
at the same rate. Advertisers can do better with their sales in certain markets
2. Canadian radio: daytime is hot
There is a trend towards more buying of spot saturation announcement pack-
ages. Programing is being revamped as tv starts to loom on the horizon
3. id mnli tin tv: 50% saturation by end of 1955
Number of tv stations has nearly doubled in past year, but tv time is still hard to
get due to the government's policy of allowing only one station per market
4. Canadian radio facts
How many radios are in the Canadian home? How do the provinces compar.
to multi-set homes? Chart gives information at a glance for all 10 provin
e as
ces
39
42
44
46
48
52
54
50
58
60
5. (<t ii mini, i television lints
Listings of all Canadian tv stations together with a price guide provide adver-
tisers with an over-all picture of tv potential. Reps for each station are given
COMING
What the 2(i-week tv test meant to ll\)l
SPONSOR analyzes the recently completed 26-week tv market test as it appears
fo the company, broker, new ad agency, station and test area super markets 5 Sept.
You can get "tear sheets" in radio
Kansas City agency, R. J. Potts-Calkins & Holden, monitors spot radio cam-
paigns by tape, insures sponsors of correct time, delivery, sharpens radio stations 5 Sept.
Volume 9 Number
22 August 1955
DEPARTMENTS
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, James Hayes Cobb
SPONSOR BACKSTAGE
RADIO RESULTS
ROUND-UP
FILM NOTES
P.S
SPONSOR ASKS
AGENCY PROFILE, Walter Craig
TV COMPARAGRAPH
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
Editor and President: Norman R. Glen
Secretary-Treasurer: Elaine Couper Gl<
Vice President-Genl. Manager: Bernard
Vice Pres.-Advg. Director: Jacob A. h
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfredj
Associate Editor: Evelyn Konrad
Department Editor: Lila Lee Sea'on j
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Jon
Editorial Assistant: Florence Ertenberfl
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Edwin D.
(Western Manager), Alan H. Giellerup
(Southwest Manager), Arnold Alpert
west Manager), John A. Kovchok (P
tion Manager), Charles L. Nash
Circulation Department: Evelyn Sat? (
scription Manager), Emily Cutillo, Morto
Kahn, Minerva Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Eva M. Sanforc
Published biweekly by SPONSOR PUBLICATIONS
combined with TV. Executive. Editorial. Circulation
Advertising Offices 40 E. 49th St. (49th & Ma,lj
New York 17, N. T. Telephone: MTJrray Hill r-
Chicago Office: 161 E. Grand Are. Ph^ie: Sll
7-9863. Los Angeles Office: 6087 Sunset Boul«
Phone: Holly-wood 4-8089. Printing Office: 3110
Ave.. Baltimore 11. Md. Subscriptions : l-nlted S
S8 a year. Canada and foreign $9 Single copies
Printed In U.S.A. Address all correspondence t
E. 49th St.. New York 17. N. Y. MT/irav Hill ' ftk
Copyright 1955. SPONSOR PUBLICATIONS INC^
IMpM"' £ /*/«#•* JUMPIN' GEORGE
9A
' -r* .
Uh
0o°
IARDY
from New
■igtnal "H
rlranx
H
zn'a Shou JACKII
STl DIO & OFFICES— 1355 MARKET ST.
SAN FRANCISCO
MERCHANDISING TOO!
1. Movie Trailer- in Theatres 3. Direct Mail to Retail Trade
2. Taxi-Cab signs 4. Point of Purchase promotion
5. Direct contact with trade 1>\ personalities
ALL AT NO EXTRA COST!
Richard Bott
Station Manager
Represented Nationally by
Stars National Inc.
*osSif?
m
*****
w
saH
mmmm
HI
*!
§
k
#
.mi gel ;i w hale of a lot of i oik eiit ral ion
when you put this charmed WCBS i ircle
to work for you. Their area of concenl ral ion
carries them far beyond studio confines...
to local supermarkets, to client Bales meetu
to high school dances and parent-teacher
meetings. And everywhere they go, they're
constantly making new friends, building
bigger audiences.
All of which really pays off: WCBS Radio
consistently places more programs on the list
of Top Ten local daytime participating
shows than all the other New York network
stations combined.
They're a dedicated group of performers...
realistically dedicated to selling the products
you advertise. Try concentrating your
advertising with these nationally-known local
personalities . . . and let them concentrate
their selling efforts on you. Call CBS
Radio Spot Sales or Henry Untermeyer at
Nt tf .
Numbt r i m- Si
Dm M
Anybody
here
you don't
know 1
np>jQ u
uvunjrujf ui'ni.i •//
I /in ui' i
'/
I'tuii-i '.'s -V •'"/'
VUlJUft uuuf
JSi.ny.ii'iJ Cnm i ■:;
ITKBIF
^
^
^
n
<^
^ iso:
W" all s
<ii
NOW FRESNO'S #1
RADIO STATION
One year ago, Conlan's
annual Fresno survey showed
KBIF the #6 station. Summer
1955 . . . Conlan proves
KBIF . . . most popular of
all seven stations. Today
KBIF holds one-fourth of the
morning audience... one-fifth
of the afternoon and evening
tune-in... 22. 1 % average
sunrisc-to-sunset. The next
three stations cluster at 16%;
the other three, lower.
Fresno Radio reveals a NEW
LOOK with NEW KBIF:
-PROGRAMMING centered
on The Big Four Disc
Jockeys — Dave Maxwell. Bill
Barnard, Bob Ulrich, Jim
Bailey— with "Music You Like,
and Just Enough News,
All Day Long!'
'STUDIOS moved to lobby
floor of Hotel Californian,
center of Fresno business
and social life.
-TOWER... 4oo foot
center-loaded, output upped
20%, with transmitter
moved to Fresno site of top
conductivity.
COVERAGE of over a
million people in eight rich
San Joaquin Valley Counties.
PROMOTION in outdoor
spectaculars, newspapers,
theatres, on-the-air.
Check your KBIF or Robert
Meeker contact for the full
story on the NEW KBIF.
FRESNO'S GREATEST INDEPENDENT
900 kilocycles
1000 watts
JOHN POOLE BROADCASTING COMPANY
General Offices Californian Hotel
Fresno, Calif. • Telephone: Fresno 6-0791
Dorothy Hanley, MacManus, John & Adams,
New York, is on the phone all day these days with
Daylight Saving problems. "Obviously, you can't
expect uniform time all over the country," she
concedes, "but it would help if areas went on and
off DST at the same time. With the irregular pattern
initiated this year, timebuyers can't get a picture
of the program schedules various stations will carry
in October and November. There's extra reshuffling
and extra clerical work involved in realigning
times and adjacencies." And, she adds, it raises
havoc with clients who want to inform local dealers
of their schedules for the sake of merchandising
tie-ins. "The shuffling around of network shows puts
spot schedules way out of line. And many
network clients haven't decided yet whether to
stay live or to go on kine"
Jeane Jaffe, Lennen & Newell, New York, feels
that weekend radio has become a new medium over
the past few months. "Even before NBC Radio
began broadcasting Monitor," Jeane explains,
"new concepts of weekend radio programing were
changing the program structure of many stations.
It isn't only that there's more news coverage, a
greater emphasis on service programing and music
on ueekends, but the nature of the newscasts
has changed radically, to take advantage of radio's
ability to be on the spot when local news events
occur. In buying radio today, we're looking at it
as the new and changing medium it is."
Thomas J. Tifson, Ted Bates, New York,
believes that daytime radio is among the "best ways
of reaching the housewife." The results of a radio
campaign, says he, depend largely upon the buyer's
ability to key the schedule to the client's specific
needs. "I firmly believe that I'll reach more
people with a greater frequency over a period of
four weeks, if I buy a strip of high-rated an-
nouncements, rather than scattering the same number
of announcements throughout the day," says he.
"Suppose, for example, that I can buy five an-
nouncements across-the-board at noon at a 5.0
rating. Well, I'll reach more different people with
that schedule over a period of four weeks,
a higher cumulative audience, than I could by-
taking scattered lower-rated announcements."
SPONSOR
u±ious I
telephoned the othei day t<> say she saw
people doing things on W CCO-T\ all the time.
This she liked, especially since they all looked
and talked straight at her. But what had her
worried was this: Could the people on WCCO-
TV look through something and see her doing
things at home?
No ma'am, we told her, go right ahead and
relax. Take off \otir -hoe.-, and watch WCCO-
TV, confident of your.privacy.
li we could look through something into
her living room, we'd he peering into a heck
ol a lot of home-.
Because we look more Twin City and
Northwe-t viewers -traight in the eve than any
other TV Station in this market— by an aver-
age of 28,000 more people every minute, day
and night. Month alter month after month.
You can look at these figures vourself.
Just ask Free and Peters for the undraped
rating story in the Twin Cities.
The other member of the family
Minneapolis — St. Paul
22 AUGUST 1955
A Cap'***
THE HARVEST
STARTS NEXT
MONTH
In the Apple Capital
of the World
The dollar value of the
Washington State apple crop
exceeds that of the California
orange . . . and more apples
are grown in the Wenatchee
area than any other spot in
the world! This crop, plus
thriving industries, plus
brand new farm development
due to the Columbia River
dam system, gives us a per
capita income 16% above
national average, and sales
performance 160% above
national average. . . . IN A
CAPTIVE MARKET SUR-
ROUNDED BY 7000 TO
9000 FT. MOUNTAINS,
WITH NO OUTSIDE
RADIO OR TV PENETRA-
TION. Get your bite of this
(apple with KPQ, in the
niddle of Washington State.
5000 watt:
560 K.C.
WENATCHEE .:
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wos/>
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
(One of the BIG 6 Forjoe represented stations of Washing.
Ion State)
by Bob Foreman
Off-beat shuns run be 82 million gamble
The smart money boys have already figured out the odds
on going for The $64,000 Question just as they can tell you,
to the decimal point, what your chances are of winning in the
Irish Sweepstakes. I would be grateful indeed if they would
put their talents to the gamble faced by a network television
advertiser of coming up with a show that (a) rates satisfac-
torily, (b) sells the product sufficiently, (c) insures some
degree of longevity. The figures might be quite frightening,
for even those as un-mathematical as I know what a long shot
any new show is.
The columnists and other thought-provokers in our midst
are constantly twitting advertisers and their agencies for
reluctance to try something off-beat, and, by the same token,
their predilection for carbon copies (attempted, at least) of
what already is paying off in the medium.
It is all very nice that daring concepts be proposed by these
critics and the other left fielders who risk neither their own
money nor the losing of an account. But their opinions will
hardly become a motivating force.
This treatise today, however, is not intended as a defen-e
of the stereotyped nor a brickbat for the free-thinkers. It is
merely an effort to point out what a long-odds deal any buy
is today in the medium of network television and why it L8
fairly safe to expect such "new" shows as the $65,000 Ques-
tion and / Led Four Lives to be the order of the day.
What happens when you take a "different" tack? Let's
suppose you put your dough on a little crewcut comic who
has kicked around night clubs for a number of years and
shown singular lack of success here and there. Perhaps he
does turn out to be a George Gobel. But for the one real
George the number that are less than this — whether the cause
is poor writing, a weak time-spot, lack of station clearances,
or well-entrenched competition — is a deterrent to the mo*t
courageous of admen.
Remember that this gamble taken in behalf of some com-
pany will probably entail a firm commitment of two million
dollars (on alternate weeks — well over three million for
52 weeks) and no one is so unpleasant to live with as an
advertiser locked in to a long-term show who then discovers
that his opus is les> than great. As the months wear on. the
agency-advertiser relationship is bound to be come touchy mi-
(Please turn to page 80)
10
SPONSOR
On the air •
SEPTEMBER
CHANNEL
The ONLY low channel, the ONLY
MAXIMUM POWER station serving
E TEXAS — N. LOUISIANA —
S. ARKANSAS.
VIDEO . . . 100,000 watts
AUDIO . . . 69,800 watts
TOWER . . . 1,403 feet above sea level
It's a BILLION DOLLAR MARKET!
. . . 1,351.700 Population
. . . 151,941 TV Setst
SM RETMA
E. NEWTON WRAY
Preiident ond General Manager
KTBW
C H ANNE L
3
i
Nationally Represented by tdward Petry & Company
SHREVEPORT, LA.
22 AUCUST 95
11
I
i
MONITOR, NBC's new radio pattern, showed such tremendous potential that advertisers inv<
over $1,500,000 before its premiere.
Now, after 6 weeks of broadcasting, the MONITOR story can be told in hard facts.
MONITOR programming attracts a big cumulative audience . . .fast! With 15 participations sp
over a weekend, an advertiser reaches 3,670,000 different homes . . . reaches them at the
of 367 unduplicated homes per dollar.*
MONITOR gives its sponsors more homes per dollar than any weekend sponsor on the s
network. If weekend radio advertisers sponsoring conventional-type programs on the next
work were to invest comparable sums in MONITOR, here's what they would get:
more homes for your money
v.. +W
/
NSOR LENGTH
Current Show on 2nd Network
COST DIFF. HOMES REACHED
Same Money Invested in MONITOR
DIFF. HOMES REACHED GAIN
A 60 Min. $22,800 917, OOO
B 30 Min. 11,300 1,055,000
C 15 Min. 7,600 1,192,000
4,130,000
3,670,000
3,120,000
350%
248%
165%
' r; is without counting MONITOR'S huge bonus audience listening to car radios and portables.
\ fecial Advertest survey of car-riders during the last July weekend showed that more listeners
■>te tuned to NBC than to all other networks combined.
^«ich greater audiences with your advertising dollar by switching to radio's future pattern.
M NITOR is virtually sold out for the coming Labor Day weekend, but other choice weekend
r; is still available. Call your NBC Representative today.
•Nielsen Special Report, covering 2 weeks ending June 25.
VIONIT
Exciting things are happening on tin [JT [HrADIO NETWORK
a service of
now tied together!
to better serve YOU
380 Madison Ave.
New York 17. N. Y.
Oxford 7-3120
35 E. Wacker Drive
Chicago I , Illinois
RAndolph 6-6431
Harold Lindley, Vice Pres.
6253 Hollywood Boulevard
Hollywood 28. California.
Hollywood 2-6453
James Alspaugh, Mgr.
155 Montgomery Street
San Francisco. California
YUKon 2-5701
14
Clarke R. Brown, Mgr.
452 Rio Grande Notional Bldg.
Dallas, Texas
Randolph 5149
Bill McRae, Mgr.
101 Marietta Street Building
Atlanta, Georgia
Cypress 7797
Jack Lee, Mgr.
520 Lovetl Boulevard
Room No. ID
Houston, Texas
Justin 1601
/]
lfQl/i!
MADISON
sho.nsok invites letters to the editor.
Address 40 E. 49 St., New York 17.
ENTERTAINMENT SELL
\fler long da\s of sweating out re-
ceipt of my copy of the 25 July issue
containing the \oble-Dury television
commercial story I interspersed with
calls from New York friends, all of
m horn had read the story and were
quite impressed i . my only comment
is — it was worth it.
Miles David and Al Jaffe have done
an outstanding job — and the layout i-
one of the best I have seen. The story
has that SPONSOR "feel" about it. and
certainly no higher praise could be
devised. Thanks so much for continu-
ing to publish a magazine that is a
< redit to the advertising business.
Bill Graham
Vice President
\oble-Dury & Assoc.
Nashville
The article in the 25 July sponsor,
"Can commercials entertain and sell? ,
is the best I've seen on the subject. I d
•ike to send this to several national ad-
vertisers who use tv among other me-
dia. I'm enclosing S1.00 for either re-
prints of the article or a couple of the
magazines.
We have something that may be of
interest to your agency readers. I have
e pplied for a patent on a new method
of showing sound films, both for tv and
film producer or agency use. It elimi-
nates the costly and time-consuming
answer print stage in film production,
an aid to cutting producer costs. It i^
also a low-cost method for agencies to
make rough storv boards on film, with
svnchronized sound. If any agenc\ i-
interested. Ill be glad to provide fur-
ther details.
James C. Gallaghkr
Gallagher Films
Green Bay. Wis.
STORY BEHIND THE PICTURE
I enjoyed the picture of Frank Sil-
vernail, "the happv timebuyer. ' in
\our 27 June timebuyer stor\ . But
there's a story behind this picture, and
here's what you missed.
\fter a full staff meeting a few
SPONSOR
Pacific Coast Advertisers
REACH
MORE
people with the
Columbia Pacific Radio
Network than with any
other Coast network.
For the very good reason
that CPRN delivers
the largest audiences
by far...
32°o more radio families
than the second
regional network.
For availabilities,
please call CPRN
or CBS Radio Spot Sales
COLUMBIA PACIFIC
The West's Most Powerful
RADIO NETWORK
Sources on request.
months ago. I felt I had not gotten
across to the staff the importance of
their relationships with our selling
staff and with timehuyers. So, on mv
next trip to New York. I took along
m\ Rolleiflex and systematically made
pictures of the network people and
timebuyers with whom we have regu-
lar contact. The idea was that I would
have all of thc^e pictures printed and
displa\ed so that all members of our
staff could see whom they were writing
and talking to. It would not be quite
as helpful as a personal visit, but then
Kansas is quite a wa\ from New York.
Of course, Frank Silvernail was a
"must " on my list. I phoned and said
I would like to see him for a couple
of minutes. He was busy but said he
would see me, as I knew he would. He
hasn't refused to see me in about 2'l
\ears. but I knew the moment I walked
Frank Silvernail in picture by Howard Peterson
in his office that he was in no mood for
lengthy business. He was very busy.
so I said, "Hello, Frank." climbed up
on the chair and took the picture used
by sponsor. Frank said. "What's it
for?", and I answered. "To frighten
m\ staff into being accurate so the\
do not cause timebuyers any trouble.
That's how the picture was taken
and our staff got a tremendous bang
out of it. All of the photographs were
displayed with a brief caption of who
thej were and what they did. The
whole idea was resultful in that it
changed names into familiar face-,
with much improved business rela-
tionships.
Howard 0. Peterm-n
General Manager
KTVH
Hutchinson. Kansas
• Above picture of Frank Silrernail ran v» il h
article "Tips on timebuyina. from 6 \eteran buy-
ers." SPONSOR 27 Juiic 1955. It carried this
tongue-in-cheek caption: "1. So you missed the
spot. 2. I kn»M markets are people. 3. I'm
happy about the results. 1. I do not pose for
Alka Seltzer pictures. 5. I think reps are fine."
I Please turn to page 1 1") i
16
SPONSOR
Gross Farm Income in KFAB area
well over a BILLION and ONE HALF
dollars.
Chicks have been the Hill Hatchery's busi-
ness for years! And for years KFAB has
made Hill Hatchery's CHICKS their busi-
ness! As Hill Hatchery's President, Roscoe
Hill, points out, "Hill Hatchery was pio-
neering in the hatchery business at the time KFAB
was pioneering in the radio business." Together
they grew up and prospered . . . together they
learned the power of low cost selling on KFAB.
FACING THE FACTS this month with ROSCOE HILL
of HILL HATCHERY, Lincoln, Nebraska, is some-
thing we are mighty proud to do. As a radio pio-
neer, KFAB has worked with many pioneering
firms — building extra sales, extra profits through
effective advertising. If you are interested in build-
ing sales, maintaining sales, you'll find the sure
way to do it, at low cost, is to use KFAB.
Face the Facts on your sales chart now. Then face
the facts concerning results that KFAB can deliver
for you. A Free & Peters man will be glad to give
you all the facts you need. Or, get "face the facts"
data from General Manager Harry Burke.
v \\\\ \ U ' / // /
m
L/
'/
4CFAB
OmRHfl RBI radio
■^%>
Big Mike is the physical trademark of KFAB — Nebraska's most listened-to-station
. . ."the perfect family entertainment
(The New York Times, August 16, 191
The New York Times said it eight years ago,
and it is just as true today in syndicated
television as it was then of the motion picture
version. On stage, in print, on the screen or
on television. . . Life with Father is "perfect
family entertainment." And now, for the
first time, it's available to all stations for
local or regional sponsorship, on a syndicated
basis... through CBS Television Film Sales.
Probably the best-known dramatic property
of modern times, Father needs no pearly-
worded description. A few capsule statistics
tell its story. It was the longest-running play
in Broadway history, grossing close to
$10,000,000 in 3,224 performances. The movie
grossed another $6,250,000. The book sold
more than 2,000,000 copies. And Life with
Father on the CBS Television Network played
to an average of more than 8,000,000 people
per broadcast during the past season !*
Starring Leon Ames and Lurene Tuttle, Life
with Father is a prestige-packed syndicated
film series suitable for almost any time period
and any sponsor. . . in fact, the perfect vehicle
for selling the families in your sales areas.
Get details from . . .
CBS Television Film Sales, Inc.
York
Los Angeles
Deti
I "rancisco
Bost
St. /.•
Dal
A tl<'
I ■ i '•? ■ ada:
S. W. < V;
Ltd., Toronto
'
lookin' fer kiwerage
• •
look to wfmy-tv!
Davy Crockett's big business in the Prosperous Piedmont section
of North Carolina and Virginia. Include WFMY-TV in your schedule
and your product will be big business here, too.
With nearly six years TV selling experience — plus CBS (basic)
network programming — WFMY-TV "puts over" your sales story fast
to some 2 million people in the Prosperous Piedmont.
Telecasting with full 100,000 watts power to this 46 county indus-
trial area of the South, WFMY-TV completely covers this entire $2.3
billion market.
To get Crockett-like sales in the Prosperous Piedmont, call your
H-R-P man today.
Now In Our
Sixth Year
uifmy-tv
GREENSBORO, N. C.
Repreiented by
Harrington, Righter & Parsons, Inc.
New Yorlt — Chicago — San Francisco
20
SPONSOR
New and renew
SMMll
22 AUGUST 1955
1. New on Radio Networks
SPONSOR
AGENCY
STATIONS
H.n.l Bishop. NY
Raymond Spcctor. NY
CBS IM
Haicl Bishop. NY
Raymond Spcctor. NY
CBS 144
Brown & Williamson Louisv
lie
Ted Bates. NY
CBS 205
Dromedary Co. div or Nabisco. NY
Ted Bates. NY
CBS 205
Dromedary Co, div of Nabisco
. NY.
Ted Bates. NY
ABC 3-15
for cake, muffin, ginger
)read,
frosting mixes
Ccneral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down Cake Mix
Cencral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down Cake Mix
Ccneral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down C.ikc Mix
Ccneral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down Cake Mix
Cencral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down Cake Mix
Cencral Foods. White Plains.
for
Y&R. NY
CBS 189
Swans Down Cake Mix
Ccneral Foods. White Plains.
for
Y&R. NY
CBS 48
Swans Down Cake Mix
Harti Mountain Prods. NY
Ceo H Hartman. Chi
CBS 204
Lewis Howe Co. St Louis
R&R. Chi
CBS 204
Park 6 Tilford. NY, for Tintex
Storm & Klein, NY
ABC 345
Quaker Oats. Chi
)WT. Chi
MBS 400
Quaker Oats. Chi
JWT. Chi
MBS 400
PROGRAM, time, start, duration
Brik|ht,r D.ly M W F 2 45 3 00 pm h.ilf I
Aug. 52 wks
Second Mrs Burton; M, W. F 2 1 5 2 30 pm .
'half i , I Auk 52 wks
Disc Derby; T 8:30-9 15, Sat 8 30-9; 5 mm segs;
30 Aug; 1 1 wks
Amos n Andy Music Hall; 6 mm scg W 930-955
pm . 17 Aug; 18 wks
When a Cirl Marries: opening commls T. Th 10 45-
11 am; 2 Aug; 52 wks
Young Dr. Malonc; M. W. F 1 30-1 45 pm; 25
July; 8 wks
Second Mrs. Burton: M W. F 2 2 15 pm; 25
July: 8 wks
Perry Mason; T, Th 2:15-2:30 pm ; 25 July : 8 wks
Brighter Day; M W, F 2 45 3 pm ; 25 July : 8 wks
Our Cal Sunday; M. W 12:45-1 pm; 25 July 8
wks
Romance of Helen Trent; M. W 12:30-12:45 pm;
25 July; 8 wks
Backstage Wife; M. W. F 12:15-12:30 pm; 25
July; 8 wks
Arthur Godfrey Time; Th. F alt wks 10:10:15 am
22 Sept; 26 wks
Arthur Godfrey Time; alt T. W, every 4th F 10-
10:15 am: 31 Aug; 52 wks
When a Girl Marries; opening commls M. W. F
10:45-11 am; 5 Sept. 52 wks
Kecpin' Company; partic M-F 11-11:25 am; 5
Sept; 52 wks
Here's Hollywood; partic T. Th 12:05-12:10 pm;
5 Sept; 52 wks
2. Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Amer Home Prods. NY
SSC&B, NY
MBS 497
Gabriel Heatter; M. W, F 7:30-7:45 pm; 12 Sept;
52 wks
Bristol-Myers. NY
Y&R, NY
CBS 204
Arthur Godfrey Time: M, W. alt F; 10:15-10:30
am: 24 Oct; 52 wks
Kellogg. Battle Creek. Mich
Leo Burnett. Chi
CBS 200
Houseparty: T, Th 3:15-3:30 pm; 30 Aug; 52 wks
Pet Milk. St Louis
Gardner. St Louis
CBS 204
Arthur Godfrey Time; M-F alt days 10-10:15 am
30 Aug: 52 wks
3. Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
lames E. Allen
WLW, Cin. publ & prom director
Same, director of special projects
jon E. Arden
Food Fair. Miami sis prom director
WTVJ. Miami, tv mdsg director
Ralph Backlund
CBS R. oublic affairs dir
Same, exec prodcr in chg radio public affairs
programs
Clifford J Barbarka
John Blair. Chi, acct exec
Same, sis mgr. Chi office
Howard G Barnes
CBS R, NY. net program dept
Same, vp in chg net programs
Charles A Black
WSAI, Cin. stn mgr
Same, vp in chg stn rcls
Roger Bower
NBC NY. radio director
WROW. Albany, program director
William | Caroenter
WHYN-TV. Springfield. Mass
NBC Film. NY. sis rep
Emery Bud Chase
KSON. San Diego, asst stn mgr
Same, stn mgr
Donn M Chown
W|R. Dctr. asst prog mgr
Same, mgr of programs
Ralston H. Coffin
RCA Victor. NY. dir of adv
RCA. NY vp adv & prom
Ceorgc Crothers
CBS R. NY
Same, dir of educ & rcl bests
Cenc Cuny
KRLD-TV. Dallas, comml mgr
William M Davidson
WTAM. WNBK. Clev. asst gen mgr & sis director
WRCA iTVi. NY. asst gen mgr
Frederick H. Elliott. Jr.
WTRX. Troy. NY. sis stf
WELM Elmira. NY. local & regl sis mgr
In next issue: rVew and Renetced on Television (iSeticork) ; Advertising Agency Personnel Changes;
Sponsor Personnel Changesi Station Changes (reps, network, power)} (gems ippointmentt
Frank
Riord II
Donn M
Chown I 3'
Bob
Manby 3'
Harold L.
Hackett 131
C L
Richards '3>
Howard S
Mcighan <i>
22 AUGUST 1955
21
22 AUGUST 1955
\«'i* ami rfitew
Harry
Stone > 3 >
Marie
Cifford (3)
Patrick J.
White 13)
3. Broadcast Industry Executives (continued)
NAME
Charles F. Dilchcr
Dale Drake
Bill Fagan
Earl E. Fleming
Harry C. Fletcher
Arthur M. Ford
Harry H. Foster
Al Fox
Marie Cifford
Charles L. Clett
Lester Cottlieb
William Crayson
lerome D. Creenberg
Harold L. Hackett
Albert C. Hartigan
|ohn Hopkins
Carroll Hansen
Erik Hazelhoff
Terry Hatch
Keith W. Horton
Robt. Hoskinson
John P. Jefferson
Bill jockel
Charles B. Jordan
Bob Kane
James J. Kane
Wayne Kearl
Walter Kingsley
Eugene Lift
Hank Long
David E. Lundy
Bob Manby
Howard S Meighan
Jack Martin
Allen Martini
Pete McCowan
Harry Y. Maynard
Morris S. Novik
John R. Overall
William Rambo
Paul Ray
Lud Richards
Frank Riordan
Bill Roberts
John C. Rome
Paul Schiner
Peter J. Smith
Robert J. Smith
Alfred R. Stern
Harry Stone
Eugene S. Tanner
Dudley Tichenor
Jim Terrell
John Tilley
Martin Weiner
Ralph N. Weil
Charles R. White
Patrick |. White
Ted Wick
Theodore R. Wold
FORMER AFFILIATION
NEW AFFILIATION
John Blair, Chi, vp b mgr Chi office
Texas State Net, nat Isis mgr
WFBM-TV. Indpls, director-producer
Liggett & Myers, NY
Carnation Co. rep
KVOO, Tulsa, acct exec
Pharma Craft Corp. NY. natl sis mgr, grocery prods div
KTBS, Shrcveport, La, acct exec
KNXT. LA, vp
CBS R. vp in chg programs
WRC ( TV I. Wash, sis exec
WAAT. Newark, sis staff
Official Films. NY, pres
WPIX. NY, asst program mgr
KTOK. Okla City, gen mrg
KCBS. SF. dir of news & public affairs
NBC Telesales, NY. mgr
KOMO. Seattle, slsman
WELM. Elmira vp in chg sis
Jones Adv. Okla City
CBS. Deputy Program Dir, Radio Free Europe, Munich
KENS, San Antonio, in chg local & regl sis
Texas State Net, vp & asst gen mgr
AP foreign correspondent
CBS TV, NY, trade publicity mgr
KENS ITVI, San Antonio, gen sis mgr
Ziv Tv, Hllywd. western sis mgr
Forjoe 6 Co. NY, acct exec
MCA-TV
KLAC, KCOP-TV, LA, gen sis mgr
General Telcradio. NY, exec staff
CBS, vp
KOPO, Tucson, asst gen mgr
Ziv, Chi, acct exec
KWTV, Okla City, sis staff
BBDO, Hllywd
Radio consultant. NY
CBS R. Eastern sis mgr
KOVR-TV, SF. sis mgr
John Blair. Chi
WBZ-WBZA. Boston, adv & sis
WCBS-TV, Miami, sis mgr
KRLD, Dallas, asst gen mgr in chg r-tv adv sis
Leo Burnett. NY. acct supvr
KCO, SF, sis mgr
NBC Telesales, NY, writer
DuMont. NY
NBC R, NY, director of opers. "Monitor"
KCEN-TV. Temple. Tex, gen mgr
WSIX-TV, Nashville, tv comml director
WFBR, Bait, dir of sis
WKY, WKY-TV, Olka City, news staff
Telepix, Hllwyd, sis mgr
WOV, NY, gen mgr
KPTV, Portland, Ore, comml mgr
KTBS, Shreveport, La, bus & comml mgr
CBS TV, Hllwyd, publicity director
Cocdyear Tire & Rubber, field rep
prom mgr
Same. Atlanta, mgr Atlanta office
KFJZ-TV, Ft Worth, Tex, natl sis
WFBM. Indpls. acct exec
WOW, Omaha, sis rep
KSL 'TV i. SLC, mdsg dir
KOTV. Tulsa, acct exec
WFPC. Atlantic City. NJ, gen mgr
NBC TV. NY. mdsg mgr
KTBS-TV. Shreveport, La, comml mgr
Ceneral Telcradic, NY, exec staff
CBS TV, NY. director of daytime programing
Same, program mgr
Same, also WATV, Newark, director of mdsg
Same, also chmn of bd
Same, program manager
KFJZ-TV. Ft Worth. Tex. comml mgr
Same. CBS, coordinator of news & sports
NBC TV. NY, mgr of partic programs
Ziv. Calif valley territory
Same, gen mgr
KTVQ i TV I, Okla City, adv & public relati
Same, NY, asst dir of public affairs
Same, radio comml mgr
KFJZ-TV, Ft Worth, Tex, gen mgr
KSAN-TV. hd natl sis dept
Same. Hllywd. director of press information
Same, tv comml mgr
Same, natl sis mgr
CBS R Spot Sis. NY. acct exec
Same, Beverly Hills, western sis mgr
KCO. SF. asst sis mgr
Same, also vp
Same. TV. vp in chg western div
Ziv. Ariz & N Mexico territory
Same, spot sis mgr
Same, natl sis rep
KNTV. San Jose. Calif, mgr
Same, also WOV, NY. pres
NBC TV Sis. NY
KTVW. Tacoma. mgr
Same, mgr of Chi office
Westinghouse radio stns, natl acct exec
Same, managing director
Same, mgr
MBS. NY, acct exec
Ziv, Chi, western division
Same, mgr
MBS. NY, acct exec
Same, director of partic programs
WSIX-TV, Nashville, vp & director of tv
Same, also vp
Same, asst gen mgr
Same, asst natl sis mgr
MCA TV. Beverly Hills, asst prom mgr
Same, vp in chg sis
Same, exec vp
KLEW-TV, Lewiston, Idaho, gen mgr
i<TBS-TV, Shreveport, La, stn mgr
Same, mgr special projects
KSTP. Mnnpls-St Paul, tv sis staff
4. New Firms, New Offices, Changes of Address
John Blair & Co opened a new regional office, their tenth,
in Atlanta, at 101 Marietta Street, 22 August
Cunningham & Walsh's Chicago office is moving to larger
quarters in the Six North Michigan Building
Campbell-Ewald's San Francisco offices moved to larger quar-
ters in the Russ Building this month
Allen B. DuMont Labs broadcasting division (WABD, Du-
Mont tv net. electronicam production services! moved exec-
utive and sales offices to the DuMont Telecentre 205
East 67th Street, LEhigh 5-1000, 25 July
Met Coodman and Robert F. Anderson, Southern Californian
ad agencies, are merging into Goodman-Anderson Adv and
will operate out of the present Coodman quarters at 614
South San Vicente Blvd. LA, WEbster 8-3993
Norman F. Hall and Daniel P. Thompson have formed Hall &
Thompson Adv Agency. Okla City. Offices will be located
at 1510 First National Building. REgent 6-1425
Kerker-Peterson & Assoc. Mnnpls adv agency, has merged
into a corporation: Kerker, Peterson, Hixon, Hayes Inc
The company is at 2855 Park Avenue
W. Wilson Lang has opened an adv agency, aawl Offices
are at 509 Palace Theatre Building, Cincinnati
Lewis & Martin Films, Chicago producer of tv commercials,
moved its offices and studios to larger quarters at 1431
N Wells. They were formerly at 218 S Wabash Avenue
L. F. McCarthy & Co, Cincinnati agency, is celebrating its
25th anniversary and moving into larger quarters at 712
Provident Bank Building
Publicidad Badillo. Puerto Rican adv agency, has opened a
New York office in Suite 3610 of the Chanin Building.
122 East 42nd Street. MUrray Hill 2-0521
Radio Advertising Bureau will move their offices from 270
Park Avenue, NYC, to the Davies Bldg, 460 Park Avenue.
on 1 September
Storyboard Productions. Hllywd, creators of tv commercials.
moved to larger quarters at 8490 Melrose Avenue last month
-arry Stevens, local sales mgr of KGMB. Honolulu, has re-
signed and will re-enter ad agency business with offices at
835 Keeaumoku Street. Honolulu
Town Adv Agency. Phila. announced the dissolution of the
partnership. Beginning this month. Albert A. Eisenstat.
partner, will operate as Marketing & Advertising Assoc.
Penn Square Bldg ,-nd Sol E. Zub-ow. partner, as S. E
Zubrow Co. 1420 Walnut Street
22
SPONSOR
The Detroit News
World's first radio station
and ...
w uw-iv
Channel 4
Michigan's first
television station
Announce
the Appointment of
REE & JL'ETERS, JLNC
Pioneer Station Representatives Since 1932
EFFECTIVE
SEPTEMBER 1, 1955
22 AUGUST 1955
23
Milwaukee's
here's why:
"the voice
of the
BRAVES'
(the Milwaukee Braves
games are not televised)
m-fm
all-star
programming
Milwaukee's
Most Powerful
Independent
24 hours
of music
news, sports
SOOO
lowest cost
per thousand
HUGH BOICE, JR.
Gen. Mgr.
HEADLEY-REEO,
Notional Rep.
Jttmes Hays Cobb
Director of Advertising
American Airlines, New York
The story Jim Cobb, AA's director of advertising, likes to tell best
is the one of the bored wife. "This is the lonely wife of a business
exec who travels a lot," he recaps. "She wrote to thank us for our
Music 'til Dawn program, which pinchhits for her husband, or
'helps keep her company,' as she puts it."
This Music 'til Dawn effort has. in fact, become an integral part
of American Airlines' advertising, and though it still accounts for
only lO'/f of its total budget, its effects have been cumulative.
"It's not only been our principal radio advertising effort in two
\ears." say Cobb. "But it has also been one unique for the fact that
the sponsor approached the broadcaster rather than other way
around. In essence, we asked the stations whether they might not
like to be on for 24 hours a day. After all. we know what loss is
incurred by having equipment stand idle. They said 'yes,' and we
got a good buy."
This buy is currently on some nine major metropolitan stations
I independents and network affiliates both I with a five-and-a-half to
six-hour schedule starting at midnight: YA EEL Boston: Y\ BBM.
Chicago; KNX, Los Angeles WCBS, New York: KCBS. San Fran-
cisco; WTOP, Washington. D.C.: WLW, Cincinnati; KRLD. Dallas:
WWJ. Detroit. "In keeping with the nature of the program, we do
our commercials at very low pressure."' Cobb says. He works on
commercial contents with AA's new agency, Lennen & Newell, since
spring 195.5. "After all. you cant have a pitchman following
Brahms."
A mail survey conducted b\ A A in February showed that the
policy of soft music and soft pitch has garnered a 27rr sponsor
identification for American Airlines. "Yen high, we feel." says
Cobb, modestl) .
Bevond numerical response, AA feels convinced that the\"re reach-
ing the type of people who. if the\"re not alreadv. will eventuallj
become airline customers. "Our listeners, beyond the insomniacs
in our major markets, are professional people of all caliber,'
explains Cobb.
He himself sleeps rather well in his Hartsdale. \.Y .. home, listens
mainl) on his virtual!) weekl) jaunts cross-country, (via American,
of course I . * * *
24
SPONSOR
si //././;
/ i Ml' I
ST. I'l ll /»'s/;/ Ht.
HIT the Fabulous Central Florida Market
WITH
ONE SHOT!
On the ;iir September 9, L95S
CENTRAL FLORIDA'S
GREATEST ONE-STATION COVERAGE
•*» 10 Kf • 10.000 J* fills f/aaytime only.) Owned and Operated !>•/ K»K timrp«wrt«l
Tourist imfu.vO'!/: Vacationers account for Florida's largest source of income. They spent close
to $1 billion in the state last year and it is estimated that 65% of it was disbursed in W'GTO's
coverage area. Florida is rapidly becoming a year-round vacationing land, attested by the fact
that of the 5,200,000 tourists last year, 1,300,000 came during the months of June, July, August.
Citrus Intlustru: Next to tourism, citrus rates as
Central Florida's biggest business. It's practically all
located within W'GTO's coverage area — the groves, the
packing plants and concentrate manufacturers (pic-
tured below). The gross packed value of the 1953-
54 citrus crop added up to $255 million. Citrus
concentrate products grossed an additional $85 million.
W-GT0 AREA KTI
Population zooming; making;
• 1 ake a look at these facts and
figures and you'll agree that the Cen-
tral Florida market is trulv fabulous.
And remember, \V»GTO covers this
market from Gulf to Ocean and from
Gainesville to Okeechobee.
POPULATION
There were 1,384,000 people within
W'GTO's coverage as of Jan. 1, 1955,
with over 66* < of them urbanized.
"Skyrocketing" is the word that apt-
l\ describes the rate of Florida's popu-
lation growth. Central Florida has
been getting the lion's share of this
growth. Every week 1,500 new fam-
ilies are establishing residences in
Florida. Only since 1950 Florida s
population has jumped 20fr and the
state is now 15th in population rank-
ing.
A sizable percentage of the new res-
idents are of the retired white collar
class, whose pensions and imported
wealth, as Business Week recently
pointed out. have helped much to sta-
bilize Florida's economy.
INCOME AND SALES
After taxes the people in the
VX'.GTO area had 81,869.606,000 to
spend in '54. That was 23 % above
what it had been in 1952. The retail
sales for the area were Sl,347,875,000
in 1954, or 12.8% higher than the
1952 total.
Agriculture within the W«GTO area
had a whopping gross of S342 million
in '54. Polk. \^ »GTO"s home counU.
garnered $81.7 million by itself and
took 11th ranking among the nation's
leading farm income counties.
market
HI1K HOM
ffiiftfrO"**^
(FAST, VIGOROUS ECONOMIC GROWTH
1. balancing manufacturing with tourism and farm wealth
( >n the non-fai in side "I the picture,
ili,- in, ■ >m it- stoi \ i- equall) impressh e.
The l;iir-i figures foi non-farm em-
plo) tnenl and wages covei L953. I»e-
flecting Central Florida's rapidl) ex-
panding industrial and mercantile de-
velopment, these figures show that
205 persons were employed month-
Iv in non-farm pursuits within the
\\.(,T() area and for 1953 grossed
11,588,524,61 I in wages. I This data
does not include establishments en*-
plo) ing less than eight people. I
< HARACTER OF ECONOM1
Like Florida as a whole, tourism is
tlic \\ »GT0 area's No. 1 industx)
Thai tourist business totalled around
-1 billion for Florida in L954. It i>
estimated that the W »GTO area gol
about 65' i of this.
However, Central Florida is endowed
with a highl) diversified and well-bal-
enced economy. Agriculture gets
Btronger <\m\ stronger. Uthough the
manufacture ol food and allied prod-
ucts constitutes Central Florida's lead-
ing industrial group, there are thou-
sands of plants throughout the area
turning out a huge variety ol products.
In addition to all this, Central Florida
abounds in mineral wealth. \nd wealth
from other of its natural resources,
such as it- forests.
Central Florida's fast industrial de-
velopment, outside food, chemical and
lumber products, has tended toward
the light industrial type. These include
wearing apparel, ceramics and glass
products, automotive part-, leather
ids, machine part- and electronic
supplies. Since L948 hundred- ot sub-
< ontra< i"i- have I" ated thi oughoul
the area as fui nishei - "I parts to out-
of-state industi ial plants. I his dev el-
opinent i- dm- to the fact thai the mi-
gration into I l"i ida in re< enl j ears
has included man) thousands of high-
ly -killed craftsmen.
\GR1CI LTURE
\\ •( , I 0 '- i overage area is famed
not onlj for it- citrus belt but for the
w ide and i [< h diversity of it- farm
crops. \\ •< . I < >'s home count) Polk.
i- the \er\ heart ol the citrus belt, pro-
ducing b) itself 30' - oi Florida's <it-
iii- crop. About ''")'- of the state's
i ih u- h nit- were produced last year
within \\ •(,!()'- coverage area. This
represented a gross packed value of
$232,217,750 on the FOB level, ac-
cording to figures obtained from Flor-
ida Citrus Mutual, cooperative mti-
keting organization. The same season
accounted for 70 million gallons of
locall) produced citrus concentrate.
The I I \l estimates there are 60,000
people employed in the citrus indus-
trv. including feeder industries like
processing, container manufacturing
and byproduct operation- (citrus pulp,
meal, oil and molasses i . Citi us Man-
ual estimates these hv product- gro— ed
around Sin..") million last season. The
three leading can makers. American,
Continental and Crown, each maintains
a plant in the area.
\\ «GTO is also in the heart ol the
-ie.it winter truck farming area, [his
truck and non-citrus fruit farming in
the W»GTO area last year, it i- esti-
mated, brought in $160 million. The
area i- also the biggest producer of
Here's your quota of the entire Florida market
when you buy VV'TGO
POPULATION Hi',
EFFECTIVE BUYING INCOME 40%
HI I UI. >VLES 38%
FOOD SALES 10',
GENERAL MERCHANDISE 11',
AUTOMOTIVE SALES 38%
DRUG SALES 49%
GROSS CASH FARM INCOME 63%
l.irvsttH-k imiiiNlri/: Central Florida has
within but recent years catapulted into one of the
country s outstanding centers of beef and dairy
cattle. Beef sales alone last year went well over
the $50-million mark. The dairy business is in
the $60-million bracket and climbing constantly.
Truvli farmiitfi: Grown chiefly for fresh
consumption in the north via refrigeration shipment,
winter truck crops by themselves have pyramided
in Central Florida to $80 million business. Pictured
is one of the vast celery sections in W*GTO area.)
1
1 '
Sval'ooil industry: Florida ranks fourth in
seafood production, with the Coasts off Central
Florida contributing a huge share of the haul.
In 1953 about 80 million pounds of food fish,
valued at $12 million, and approximately $16
million worth of shrimp were landed in Florida.
Phosphate industry: Topping the W'GTO's
great mineral wealth are its phosphate rock mineral
deposits, 90 million tons of which were produced
here in 1953. This had a value of $55 million. Large
phosphate processing plants are also in this area.
Forestry industry: Of high importance to
the W'GTO area's total economy. Over 50 million
board logs of 1953 forest haul used for plywood
and for veneers of boxes and crates, used to great
extent for shipping crops. Industry employs 30,000.
H «<«/ Pulp A Paper: Several of
ida's vast pulp and paper mills (one
pie is illustrated above) are located i
WGTO area. In 1953 these mills h
payroll value of approximately $35 rr
cabbages and potatoes.
Florida now ranks 13th among beef
cattle states. The cattle value on farms
and ranches within the W»GTO area
on Jan. 1, 1953 was estimated at over
si 50 million, involving upwards of
800,000 cattle. The area also holds
top ranking for its dairy, poultry and
hog production.
State-owned farmer markets last
year grossed $50 million in sales, 90%
of tins within W'GTO's coverage area.
Estimated gross for these three pur-
suits in the W»GTO area during 1953
i latest figures available): dairy prod-
ucts. $60 million: hogs. $22 million
and poultry, $19 million.
MANUFACTURING
The flow of small and varied indus-
tries into Central Florida has been con-
sistently on the upbeat. Even in the
nation-wide recession year of 1953
this area showed a substantial increase
of both wages and employment foi
wage and salary workers in manufac-
turing. In 1953 the average number
employed monthly was 16.4' '< over '52.
The percentage of value added by
manufacture and increased manufac-
turing payrolls in Florida in the past
10 years has been one of the highest
in the country.
The three leading counties with
Florida's highest rate of non-farm em-
ployment and gross wages are. in that
order. Hillsborough. Polk and Orange;
counties clustered around W»GTOs
immediate transmission neighborhood.
MINERAL PRODUCTION
Florida is the largest producer of
phosphate rock in the world. The
\\ »GTO area furnished ~<)' , of all
U.S. phosphate, 70% of this coming
from Polk. \\ «GTO s home county.
The value of phosphate production in
the area for 1953. according to the
I .S. Bureau of Mines, was ovei $£
million. A number of other commer-
cial minerals are also produced in
large quantities in the \Y»GTO area.
FORESTRY INDUSTRY
Another great source of Florida's
wealth from natural resources area it-
forests, and the W«GTO area is thick
with them. The value of forest prod-
ucts delivered to the mill in 1953 wag
$35 million. Out of this superabund-
ance of timber have developed the
many veneer and packing container
plants that dot the area, and. above
all. the huge pulp and paper plants.
Outside the latter plants, the business
of cutting down trees and converting
them into various products provided
employment last year for around 30.-
000 people.
In sum, W»GTO*s coverages
area presents a surefire market
for vour advertising dollar. •
Shipping: While Tampa itself handles from nine
to I I million tons a year of ocean-going cargo,
there are various smaller ports in the W'GTO
area that collectively ship also many millions of
tons of coast-wise and Latin-American freight.
Wearing Apparel: There's been a steady and
numerous migration of manufacturers of clothing
and men's and women's apparel accessories, in-
cluding leather crafts (like factory pictured
below) into the various Central Florida cities.
Glass-Ceramics: Additional offsr
Central Florida's mineral riches are the
opment in recent years of the fanc^l
and ceramic ware crafts. Production ■
in the two fields are substantially on tf ■
market
m i « • o ftea
^fti^Oaia^
CASH IN ON THIS NEW CONCEPT OF BUYING CENTRAL FLORIDA
When you buj W »GTO you gel .1 bination "I metro-
politan coverage and might) rich urban-rural areas. Hie
17 urban centers within W'GTO coverage did a retail
business "I well ovei SI billion in 1954, according to
Sales Management. On W »GTO also your advertising
doll. 11 reaches people whosi ross income from farm
products in 1954 totalled 1342 million. On top ol ill
this, \"in Bales message liit- hundreds "I thousands 01
tourists who spend an estimated 1650 million in the
\\ »GTO area anuuall] .
TOURIST FLOW BOOSTS
AREA'S CAR LISTENING
DAYTONA
BEACH
\uto listening holds an exceptionall)
high importance in W'GTO's cover-
age area. Here s \\ li\ :
1. Well over 150,000 cars are regis-
tered in the area. Because <>f the year-
round weather, 1 1 u-~< • cars receive max-
imum usage. Since a huge percentage
ol such cars are driven b) people in
ilic higher income brackets, it can be
safelj figured, according tu the out-of-
home listening stud) Ufred l'olit/ did
for the American Research Founda-
tion, that 8095 (or 320,000) of the
area's tar- have radios.
2. There's a tremendous Bom <>f
tourisl cars through and around
\\ »GTO's coverage area. In < :ite just
part of tliis count: In L954, according
to Florida State Road Department
data, an average of 20,000 out-of-state
• .11- travelled southward dail) through
\\ »GTO territory. Using Politz's esti-
mate thai 7.V , of all cars have radio.
you've u»>t a dail) count of L5,000 ra-
dio-equipped cars southbound only.
Elxtended over the year, this add* up
to 5V2 million radio-equipped cars. •
TAMPA
ST. PETERSBURG
OS
ORLANDO
HAINES CITY
W-GTO
540 KC
10,000 WATTS
>0*T
PIERCE
..OKEECHOBEE.
• fORT MYERS
WEST
PALM BEACH
MIAMI •;
W-GTO
M 1 A « 0 I ■ O M
market
Basic market facts on IV*GT0 coverage within 0.5 contom
COUNTY POPULATION RADIO HOMES EFFECTIVE RETAIL SALES FOOD SALES GENERAL AUTOMOTIVE DRUG
BUYING INCOME MERCHANDISE
['III \ 34,000 11.070 $43,188,000 $46,755,000 $10,007,000 $2,406,000 $12,391,000 $1.48
COUNTY
POPULATION
RADIO HOMES
EFFECTIVE
BUYING INCOME
RETAIL SALES
FOOD SALES
GENERAL
MERCHANDISE
AUTOMOTIVE
DRUG
ALACHUA
34,000
11,070
$43,188,000
$46,755,000
$10,007,000
$2,406,000
$12,391,000
$1.48
Gainesville
29,500
8,350
41,971,000
13.068,000
9,857,000
2,103.000
11.109,000
1,375
HHEVAHD
27,300
3,820
30,719,000
23,762,000
7,620,000
647,000
3,661,000
73
CITRUS
62,000
2,160
5,462,000
4,630,000
1,496,000
146.000
425,000
21
UE SOU
10,700
3,030
9,218,000
6.773,000
2,162,000
213,000
1,237,000
31
FLAGLEK
3,800
1,170
3,383,000
2,619,000
658,000
78,000
214,000
4I
GLADES
1,400
440
440,000
272,000
161,000
14,000
i |
HARDEE
10,700
3,310
9,234,000
7,971,000
2,133,000
275,000
1,405,000
22
HERNANDO
7,200
2,460
6,662,000
5,486,000
1,489,000
80,000
1,742,000
17
HIGHLANDS
17,600
5,490
19,034,000
12,049,000
4,153,000
373,000
2,281,000
41
HILLSBOHO
296,500
98.990
360,644,000
304,384,000
71,932,000
37,014,000
58,584,000
13.43
Tampa
222,600
86,350
292.502.000
280.494.000
61,317.000
35,679,000
53,922,000
9.76(
Plant City
10,600
3,450
11,194,000
18,514,000
4,425,000
885.000
3,921,000
~>7.
INDIAN RIVER
13,500
4,210
16,030,000
13,065,000
4,005,000
495,000
1,835,000
5*
LAKE
43,700
13,670
45,795,000
32,077,000
9,142,000
2,118,000
5,337,000
1,3
LEVY
8,700
2,530
6,252,000
4,279,000
1,402,000
218,000
599,000
12
MANATEE
41,900
14,600
45,713,000
36,745,000
10,206,000
3,726,000
6,395,000
1,4
liradenton
17.500
6,830
22.595,000
26,155,000
6,886,000
3.254.000
5.965,000
l.lli
MARION
44,100
12,900
41,483,000
42,030,000
9,631,000
2,834,000
10,1 17,000
1,2:
Ocala
13.400
4,630
15,976.000
33.612.000
6.177.000
1.809,000
9,153.000
1,005
MARTIN
7,100
2,560
6,875,000
5,952,000
2,062,000
160,000
620,030
2.
OKEECHOREE
3,800
1,250
3,179,000
2,769,000
816,000
64,000
568,000
7
ORANGE
155,100
52,400
21 1,751, COO
167,640,000
37,953,000
19,938,000
35,671,000
M
Orlando
63.100
22,770
99,322,000
133,263,000
24,289.000
18.567.000
34,062.000
5.09 I
OSCEOLA
12,800
4,900
12,289,000
10,172,000
3,461,000
285,000
1,475,000
3
PASCA
25,900
8,110
24,464,000
14,602,000
5,301,000
365,000
2,071,000
<
PINELLAS
220,800
80,300
329,831,000
249,396,000
44,826,000
41,885,000
39,148,000
7 =
St. Petersburg
129,000
49,480
203,418,000
183.776.000
26.131.000
39,158,000
28,010.000
>.57
Clearwater
23,900
8,870
39,216,000
36.277,000
8,414,000
2,351.000
9,260.000
1.21'
POLK
153,300
46,400
179,002,000
1 18,709,000
34,753,000
7,661.000
26,580,000
42
Lakeland
37,000
13.000
54.696.000
52.192.000
11.572.000
4.365.000
13.787.000
1.78.
W interhaven
9.700
3,590
13.135.000
20.774.000
4.897.000
1.058.000
5,456,000
6>
PUTNAM
28,000
8,150
26,784,000
21,896,000
5,828,000
1,438,000
5,474,000
4<
Palatka
12,300
3,360
13.610,000
17.299,000
3.930.000
1,304.000
4.744,000
I-
ST. JOHNS
7,200
5,850
8,682,000
6,583,000
2,209,000
281,000
1,396,000
2-»
St. Augustine
14,600
4.260
8,480.000
5.905.000
1.945.000
268.000
1.189.000
•> i flf 1
ST. LUCIE
30,800
8,510
36,493,000
28,796,000
7,738,000
1,530,000
6,641,000
4 MO
Fort Pierce
18,200
5,630
22.960.000
27,286.000
6.643.000
1,286.000
6.272.000
\3 •
SARASOTA
41,300
13,760
59,170,000
55,355,000
14,237,000
2,065,000
9,594,000
!,8 0t0
Sarasota
23,300
9.020
35.604.000
50,052,000
12,256.000
1.605.000
9.225.000
1.58*0
SEMINOLE
30,000
9,380
27,719,000
22,40:000
6,202,000
857,000
3,323,000
t X
Sanford
13,000
4,500
14.004.000
19.870.000
4.931.000
772.000
3.100.000
54 m
SUMTER
12,000
3,680
10,037,000
5,975,000
1,907,000
406,000
716,000
1 OC
VOLUSIA
88,600
31,530
1 15,670,000
94,733,000
25,343,000
8,069,000
16,485,000
3,9 1
_\8.?H*
Daytonn Beach
34.700
13,200
49.90i.000
58.963.000
14,482.000
6.629.000
10.911.000
De Land
8.900
2,760
12.066,000
16,395.000
4,405.000
775.000.
3.782.000
61.W
MARKET TOTALS
1.364,000
\ 456,630
$:, £69,605,000
$1,347,875,000
$328,473,000
$133,811,000
$255,985,000
$50,63,W
SOURCES: Radio hemes, suns' 1955 'Consumer Markets"; all oilier categories, Sales Management's 1955 "Surves > Buying Power.'
Mill ■ All counties aro covered 100% by W'GTO within 0.3 contour excepting! MM 111 A. .-><)' , ; GLADES, W,
imiivn rivkk, <»<r,; i.f.vi, so'; ; m\rtin, so'.; ; si. joiins, 25%,
programing
04cftti>O<»*«^
A SUREFIRE PROGRAMING CONCEPT TAILORED TO W-GTO AREA
\\ • GTO's t • • | • 1 1 < • t < li mike personali-
ties and programing setup can'l help
bul dominate the listening audiem e in
the vasl Florida area ii covers.
The operators of W»GTO have
transplanted .1 I 1 amew 01 k and Btj le oi
aii entei tainmenl and infoi math e pi"-
graming thai has proved enormous!)
successful at K\\ k. Ilu- formula 1 1 * —
been astutel) tailored to tit the chai ac-
leristics of the \\ •»■ K> area.
In originality of program formats
and development "I <li-k jockej per-
sonalities KWK has l<>r man) years
been in tin- forefronl among tin- na-
tion's stations. I n fa< i. it did the 1
esl pioneei ing in the disk jo< ke) field
ami produced a number ol turntable
personalities h ho Bel the national pat-
ii in |mi blending the infoi mal bul po-
tent!) efifet live Bell h itli this t\ pe ol
raming.
\|i|il\ ing this < licksome histoi \ . the
operators "I \\ •< . 1 1 • have assembled
a Btafl of disk jocke) - v, ho have ma le
the grade in .1 big waj in tvhatevei
communities the) \ e functioned. I ai h
1- not onl) a raastei "I his crafl and
an individual stylisl bul is seasoned it
converting a listening audience into .1
Inn ing audience.
\\ »GTO's programing structure cen-
ters around these foui elements :
I I I lisk jo< ke) pei sonalities h ho
collet tivel) are tl igbl) at quainted
u itli all t) pes of musii ; genei a]
lot al nev - al frequent inten als, h ith
the local news of \% i < J < - regional cover-
in. I imporl : (3) a broad and inte-
- 1 ated in in sei \ ice fai 1 nmunit)
bulletins, fai m ma'i kel reports, Lai -1
developments in agi u ulture, eh .. and
Oi live programing in w hich people
from all sections '>f the W »GTO ftp 1
pai ii' ipate.
These three top flight disc jockeys highlight W'GTO's roster of personalities
BALE STARKE)
Master of the ad lib anil tin- easy, in-
formal 9tyle of delivery, Dale Starkej comes
direct Erom K.GA, Spokane, where he con-
ilucipil the same t % p.- oi d.j. session with
outstanding audit nee and commercial
cess. He numbers 15 years in the show
business world, .1- 1 band musician, radio
actor and radio-t> m.c. His is a resource-
ful, alerl and brilliant Hair for showman-
ship in both entertaining and selling.
ItOIl WKRY
In radio since 1939, Bull \\-i\ ha- built
tremendous acceptance as a personalitv-
showman in such major markets as Mil-
waukee, Louisville, Hollywood and Lansing.
More recently, on WCOL. Columbus, he
hosted the longest continuous di-k jockey
show in the < Ihio ari a. His on n oi iginal d
"Teen Dance Date" in Columbus gained
high kudos foi it- help in combatting juve-
nili- delinquent j .
UAH IMilMis
Brings 15 years of \<r-atile background in
radio. Dar Dodds began bis broadi -
career in his home town, on Boise's Mini.
in 1940. He became saturated with the
arl of selling during Eve \>,ir- of -talf
announcing on kl'HI. Boise. Kha
interval of station managing in Oregon, he
to Boise to do 1 si rit - of 1
I and varietj programs on !'>•
KBOI radio and tv.
By local news W-GTO
Means coverage that
Extends over whole area
'
1
JIM t a 1:1:1 1 1
Veteran journalist Jim Corbetl bring- to his post of
director "f W'GTO's news department a solid background
dio and newspaper w"rk. In 1952 he won an \ \H\P
award for "distinguished over-all news itions at WHY
Findlay, Ohio. His 1 porting ureer included major met-
ropolitan dailies. During World War D
lion editor in the FCC's Br i . isl [ntl
Corbett come- direct (rum W i 1 1 1. Minneapolis.
WGTO
HEARD FROM
10,000 WATTS
Establishes audirnt'es: A key factor in W'GTO's hard-hit-
ting audience promotion campaign are these huge billboards, spotted
on all main highways in area. They cash in on the tremendous
flow of auto traffic — tourist and residential — throughout the year.
W-GTO GEARED TO SPEEDIEST AUDIENCE BUILD-UP
Bent on establishing an audience as quickly as
possible, the management of W*CTO has applied
to the task a wealth of promotional background
and savvy. Plus a keen understanding of media
uses and values.
The origin of W»CTO and the planning of this
audience build-up were activated by the same line
of thinking: meeting the needs of the time.
W*CTO is not just another station going on the
air but represents a new concept of covering a vast
and singularly rich Florida market with a single sta-
tion— a concept that meets the modern require-
ments of the advertiser. In going all-out to establish
an audience as rapidly and efficiently as possible
W«CTO put together a campaign that not only
meets the needs of the time but is best suited to the
characteristics of its coverage area. It is a plan that
assures maximum effectiveness.
The keystones of W«CTO's drive for area-wide
audiences are: (1) plenty of mammoth billboards
strategically placed throughout W*CTO's listening
area and covering the main highways and (2) regular
schedules of dominant-sized newspaper ads.
For its opening W.CTO bought 20 45x1 5-foot
billboards and spotted five-column, full-page ads in
43 newspapers located in its primary, with quarter-
page ads to follow within the space of a week. In
addition to this, W«CTO has contractd for small
ads every week for the entire year to be run on
radio pages where they are available.
W*CTO's audience-building strategy also calls for
hitting hard and consistently on all publicity fronts.
Such as getting its broadcast schedules and stories
about the station and its personalities in the daily
and weekly newspapers within W*CTO's coverage
area, and arranging personal appearances.
to buy
W-GTO
write or wire W*GTO. Haines City, Fforirfri
or phone Haines City 6-2621
Thiv present! esearched on the scene end prepared
In its entiren bj SPONSOB PRESENTATIONS, INC.. under the
supervision of Ben Bodec, for WtUTO. Designed by SI Frankel
I>\ far with television viewers, l\LJL~ I w
/s again
acclaimed first in Denver, morning, afternoon and night, in) way you look at it — am time
yon look at //-KLZ-TV^ Dealer's best television
BUY
For the fourth Btraighl time this year, nationall) recog-
nized television audience surveys show K I ./- 1 \ as Den-
\ rr"> undisputed tele\ iaion leader! ( relepulse, January :
American Research Bureau, January and \pril and
now, tht- BEST YET, the June Telepulse.)
KLZ-TV leads MORNING — AFTERNOON AND
NIGHT — seven days a week! The TV sets
on the right show the way Denver viewers
divide their television viewing*.
According to the June Telepulse, KLZ-TV has:
7 of the top 10 programs
8 of the top 10 multiweekly programs
Highest rated news, weather, sports
Highest rated loeal kids program
Highest rated afternoon movie
Three times more half-hour
program firsts and quarter-hour
firsts than all other
Denver TV stations combined
• Highest rated Monday thru Friday
late movie, competitive with other
channels
More people watch Channel 7 more of the time than
all other Denver I \ Btations combined.
SEE YOUR KATZ MAN TODAY.
SELL your product on KLZ-TV!
P.S. Ask to see the ratings on 'Starr ) illitml Mutinii' ami "The
Dirk Lewis Late Shan."
Represented nationally by The Katz Agency
TV
Channel
DENVER
11 AUGUST 1955
KLZ
/// stations iId not broadcast fur these complete jirrnxls
33
1,000,000 customers in
the TSLN coverage area
are Spanish-speaking...
Actually, well over half the
population covered by the
Texas Spanish Language Net-
work is Spanish-speaking. In
the Lower Rio Grande Valley
it constitutes 76% of the
population, in El Paso over
60% and in San Antonio 49%.
Together they offer adver-
tisers a combined market of
1,000,000 Spanish-speaking
customers. And you reach this
market most effectively
through the TSLN.
TEXAS SPANISH
LANGUAGE NETWORK
KIWW XEO-XEOR XEJ
San Antonio Rio Grande El Paso
Valley
Represented nationally by
NATIONAL TIMES SALES
New York • Chicago
HARLAN G. OAKES & ASSOC.
Los Angeles • San Francisco
by Joe Csida
lfs the golden age in tv programing
Just as today's kids take the miracle of television itself
for granted, so do today's video industry grownups (includ-
ing sponsors, agencies and the networks) take for granted the
truly staggering and lavish efforts to build better programs.
This has become particularly true since Pat Weaver made
quarter to half million dollar spectacular show budgets a
part of the day's work.
The fact is (and it leaves at least this one observer rather
breathless) that in almost every programing category shows
have been and are being produced which will make previous
efforts seem like 1929 radio productions. Most obvious, and
recently most heavily publicized of all, of course, is the
Louis Cowan $64,000 Question stanza. Hy Gardner wrapped
up what Cowan's bingo has done to the giveaway category
when he quipped in his column recently, that they should
now start calling another well known and high rated give-
away program Break the Piggy Bank. There has already
been talk of giveaway formats making the rounds of the
agencies and webs, wherein such prizes as substantial stock
in producing oilwells, lifetime annuities and other fabulous
awards would go to the winners.
In the straight drama category, of course, the full hour
daytime dramas, starring top screen and stage actresses,
which NBC is planning as part of its color push, should
bring more and better drama to tv than any medium has
ever known.
Mystery drama, too, will get some strong new product.
The old master, himself, Alfred Hitchcock is producing a
39-week half hour film series, and in the choice of his first
script he has already indicated that he will bring his own
unique brand of offbeat suspense stuff to video as it's never
been brought before. He's doing, I understand, Roald Dahl's
titillating tale of the lady who kills her husband by bashing
in his skull with a leg of lamb she has just taken out of the
family freezer. Comes the cop crew to investigate friend
husband's demise, and the lady cooks up the murder weapon
and serves it to the detectives, thus destroying the vital item
of evidence.
CBS has completed and practically sold another crime
show7 in the "documentary" style, which holds some promise
of making Dragnet seem like an old Dick Tracy film. This
I Please turn to ]Hige 94)
34
SPONSOR
MORE power for
MORE COVERAGE
America's MORE Market
with 316,000 watts on Channel -8,
KFMB-TV. SAN D.EGO
* dlf^ctionol
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has CO ®r*
grown J M SO
IN POPULATION
SINCE 1950
San Diego County alone
has
grown
IN RETAIL SALES
SINCE 1950
A Market GREATER than:
Atlanta, Georgia,
New Orleans, La.,
Portland, Oregon,
Dallas, Texas,
Denver, Colo., or
Seattle, Wash.
■^ Consumer Markets, 1955
CALL YOUR
PETRY MAN
The Nations 15th*
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•
KFMB-TV's Coverage is
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if "A" San Diego Chamber of Commerce
KFMB(#)TV
WHAllltH-ALYAREZ BROADCASTING. INC. ^
HF.PRESF.NTEI> BY PETRY
SAN DIEGO. CALIF.
America's more market
22 AUGUST 1955
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EIGHTH
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NATION
N THE CAROLINAS
Top-power WBTW raises the Jefferson Standard ir
a rich new area . . . gives your ad dollars TV powei
in a fresh market of a million people.
Combine WBTW with pioneer WBTV and the
two stations create an unduplicated TV markei
comparable to the eighth largest in the nation
It's a double market of 3,375,000 people, ovei
$2H billion in retail sales and $3H billion in buy
ing power. You can capture it at a cost per thousanc
measured in pennies. Let CBS Television Spo
Sales detail the story.
ORENCE, S.C.
I l&p vwvu
JEFFERSON
38
STANDARD BROADCASTING
C O M P£N
SPONSOR
I of K services below may count sets, map tv coverage in '56
U
mvr. Hrst'tirvh Burrau
Tai -■! date : Spring 1956
2:
C. .\ic>f.<M'ii Co.
Target ilatr : summer 1956
3
Statistivtil Tabiilatitta
Target date: Nov. 1956
The •Cutri rraject"
Target date: fall L9S6
lo tv set and coverage studies,
so everyone's planning them
Admen predict 1101% tv data could breed now problem of conflicting' figures
/Another television "research mud-
dle" is now in the making. This time,
the mixup is due to come in national
and local t\ set counts, tv coverage and
circulation data.
For nearly three seasons, the t\ in-
dustry has been playing a multi-million
dollar guessing game in these matters.
Answers come from main sources:
complicated research projections, boot-
ies information, wild guesses.
During this period, which dates from
the issuance of the Nielsen Coverage
Service tv study of l()o2. admen have
campaigned for more re-can h as t\
grew rapidly. They have argued for a
continuing, industry-accepted tv set
22 AUGUST 1955
"census" to be done at the national
level, and in the 3,070 I .S. counties.
Other admen have pressured for up-
to-date data on station coverage and
week I v audience-, meanwhile arriving
at their own brand of slide-rule
answers.
sponsor has often covered the topic
in report-, and has campaigned OH it-
editorial page- t ■ » i some form of in-
dustry-supported measurement to chart
the dimensions of t\ today. There's
hardl) a t\ market that hasn't seen
new vhf or uhf station-, power chat
tower-height changes and channel-
jumping since the 1952 NCS report
CBS r\ - pro jo tion- based on Nielsen
data in 1953 have helped, but these
"bench marks arc nut -dated.
Admen certainly want new data.
"Coverage and circulation information.
as well as accurate 3el and home counts,
are basic tools in television buying,"
was the typical comment of Benton &
Bowie-' Hal Miller, a media research
executive.
Vdded the B&B man: "We need new
data, what v\ith fall campaigns in the
works, and v\e need the data quickly.'
But a new problem faces tv admen
today. Instead of a !;»■ k ■>! set count
and coverage- irculation information,
admen may find themselves with
too mam surveys from which they
39
TV SET COUNT STUDIES <(■
i ii ftl )
will have to select data.
No less than four different organiza-
tions now plan to provide county-by-
count) television set totals which will
add eventually to a national figure.
These same firms plan to provide new
station and network figures showing
television coverage and circulation.
There's a fifth set count, too, the
nearest thing in sight to an official
job. This is the periodic checkup being
made by the U.S. Bureau of the Census
for the ARF. details of which will be
summarized later in this report. The
Census-gathered data will } ield a
national set count and tv set ownership
In four U.S. regions.
This sudden burst of research ac-
tivity, after the long lull, is already
beginning to worn admen, many of
whom recall with no great pleasure the
NCS-SAMS radio coverage arguments
of 1952. and the whole industry history
of misunderstandings caused by a
multiplicity of tv rating service.
Said Dr. Leon Arons, research direc-
tor of the TvB:
'"The situation points up all the more
the need for setting up industry yard-
sticks, rather than partisan battles. If
we realh have a number of set-counts
and coverage studies to choose from,
il s bound to be tough on tv media
analysts."
Said Julie Brown, media research
director of Compton:
"Here we go again. We certainly
need new data desperately. But we
certainly cant back two or three or
four different services. We'll have to
fall back on our old standby of evalu-
ating all of them, picking the one we
feel does the best job and discarding
everything else."
Said Jack Denninger, Eastern sales
director of Blair TV rep firm:
"Tv station coverage is much more
closely matched in almost any market
than it was in radio, so differences be-
tween tv research reports may not be
DON'T MUDDY THE WATERS
As the article on these pages reveals, a new research muddle is in the
making. For the past few years the industry has suffered for lack of
authentic tv set count and coverage data. Now, lo and behold, there
may be four separate studies launched by NARTB, ARB, SAMS and
NCS fall planned for completion during 1956 i .
If there was confusion when two services last measured coverage in
1952 (NCS and SAMS), four separate studies would compound the
confusion to the point of madness.
It's obvious that what advertisers and the industry need is one I and
only one) study conducted on a high level of accuracy and accepted
universally. The NARTB plans to provide this through its Cawl study
which is designed to serve television for all the years to come as a
measurement with the kind of standing Audit Bureau of Circulations
provides for printed media.
So here's our advice to research firms interested in commercializing
a t\ set count and coverage study: If you knew what we know about the
sentiment of broadcasters who do not want a multiplicity of private
measurements, vou'd know you're running into stormy waters. Make a
careful check of your commercial possibilities before venturing heavy
outlays for tv studv. We think you'll thank us for this advice.
And here's our advice to NARTB: Tell the industry what \ ou're
(Icing. Let everyone, including firms who might be ill-advised to do
competitive set counts, know how determined station operators are to
have their own industry measurement. And work fast to get your
project into practical operation.
as wide or as explosive as radio dif-
ferences. But there will undoubtedly
be differences in any variety of tv
coverage and circulation studies. And
there'll probabl) be enough to start
arguments."
Said Gordon Grav. general manager
of New York's WOR-TV:
"So now four separate and distinct
t\ ^et counts and coverage studies are
to be made for the Newr York area by
as many separate and distinct research
and statistical companies! This news
causes us more annoyance than alarm
— history still repeats. The rating
waters have been muddied for years by
conflicting figures and the tv 'circu-
lation" figures promise to be equally
confusing. It's a downright shame that
a billion-dollar industry like ours can't
get together and come up with one
authoritative set of data by which we
could all abide."
Big research lineup: Here, in order
of their estimated target dates, is the
lineup of firms and organizations that
propose to measure television cover-
age, weekly audiences and number of
tv-equipped homes:
• American Research Bureau: I Tar-
get date: spring 1956 i ARB is a new-
comer to the coverage-charting ranks,
being best known for its regular tv
rating reports I national and local i and
for its checkups on uhf conversion in
intermixed markets.
However, ARB has already wet its
feet in tv coverage. In March, it
released a telephone survey it had
made in 140 small tv markets i from
Abilene to Zanesville) not regularly
covered by tv rating services. This
was. essentially, a "circulation" study
made in the home county of each tv
market. It showed the number of tv
homes, how many stations they could
receive, and what stations were viewed
three times lor morel each week.
Agencv response to the "A to Z
study was. according to ARB's New-
York Manager Jack Gross, "terrific."
This reaction helped make up ARB's
mind to do a national tv stud] in all
tv markets.
ARB proposes to do:
A full-scale, county-by-county study
of tv coverage, circulation, sets in
all U.S. counties. Sample: 500.000
homes. Method: personal interviews.
Cost: over $1,000,000, according to
the company. The study would be re-
peated annually, if enough subscribers
want it. The studv would be sold
40
SPONSOR
to stations, networks, agencies and
advertisers.
• Sielsen Coverage Service: I In '-i
date: summer 1956) Hie onl) nation-
it iil<' stud) ol h station coi erage in the
field actuall) made so fat w .1- the
\i N 1952 survey, which covered both
radio and television, ["he tv figures
were updated, on a projection basis
foi tin- most part, bj CBS I \ in Ma)
ami November L953.
Since that time, agencies bave used
these figures now largel) out-dated
,i~ the basis for then own projections.
Nielsen feels that it has much "I the
machinery <>f a national coverage Btud)
already set up, since the firm bas .1
large field force and a local-level
operation now with it- NSI.
N( !S proposes to tin :
\ nationwide, county-by-count)
stud) of t\ coverage, circulation, sets
in all I .S. counties. Sample: about
100,000 homes, on a probability basis.
Method: Personal interviews bj Niel-
sen field men. Costs, borne mostly by
broadcasters: "less than the last one,
according to Nielsen's John Churchill.
sponsor's rough gin'—: about §800,000.
• Statistical Tabulating Co.: (Target
date: November 1956) This organiza-
tion is the parent firm of Standard
\uilit \ Measurement Sen ices
S WIS 1 . compiler of a national cover-
age study, county-by-county, of radio
in 1952. S WIS. in turn, is a lineal
descendant of the industry-supported
il>\ broadcaster- 1 BMB. which made
its last radio coverage survey in 1949.
Tv wasn't measured by SAMS in
its 1952 study, but it will be in 1956
if the firm's present plans go through.
according to Statistical^ President
■\\ e've gotten an excel
Owen Smith,
lent response to our contract survey so
Ear among both broadcasters and
buyers," he told sponsor.
v WIS proposes to do:
\ nationwide. county-by-county
study of t\ station coverage, circula-
tion, sets. Sample: about 500,000
home-. Method: mail ballots and mail
follow-ups. Cost-: indefinite, but prob-
ably in the neighborhood of $750,000.
This would be borne almost entirely
by stations and networks, with agencies
getting subscriber data for free. Non-
subscriber data and or special tabula-
tions could be made for agencies at
additional expense.
• Thr "('awl Project" : 1 Target date:
tentatively, late 1956) This project is
as close as the industry has come so
\\ II \T THE FOI R "SET COUNTERS" PKOI'OSK
AMERICAN RESEARCH BUREAU
Already measuring t* program! via il national, local level,
\l!li plan- a full-scale national stud) "l tv'j ■ irculalion
and lets in early 1956. Proposals 1 ill i"i a sample "I 500,000
homes and 1 personal interview technique. < oal would t"i' >l million.
Service would I"' paid foi bj both broadcaster! and t\ buyers.
NIELSEN COVERAGE SERVICE
of the four firms, \. ' . Nielsen's NCS it the only one to have .iln.nl>
made .t nationwide television coverage Btud} on county-by-county
basis. NCS proposes second NCS along tame b"nea next summer.
Study would report county-by-count) tv homes, ttation coverage and
circulation with 100,000-home sample, personal interview technique.
STATISTICAL TABULATING (SAMS)
Standard Audit & Measurement Seniles, a subsidiary, did a
national radio coverage study in ~>2 along lines of old industry IIMIJ.
now proposes another, this time covering n a- well. Study would
utilize mail ballots and a sample of some .300.000 homes. Statistical
has surveyed tv ad trade interest, has set goal ol November 1956.
THE "CAWL PROJECT"
This is the nearest thing to "industry "-supported mapping oi covet
and set counts in sight, but is currently lagging behind private firms.
Study, already field-tested bj Politz, would be late 1956 series of
regional checkups of county-by-countj coverage, circulation, tv ownership.
Sponsored bj NARTB, it is brain-child of consultant Dr. Franklin CawL
far to an "industry-supported cover-
age and television set count study.
The project i- under the wing of
N \UTB. the broadcasting industry
trade association, which is handling it
through a research committee.
For nearly two years now. the
\ \KTB has kept the "Cawl Project"
under security wraps. However, some
information has leaked through.
"Cawl Project'" proposes to do:
A series of regional coverage, set
count, and circulation studies, includ-
ing county-by-count] figures. Eventu-
ally, these regional studies would add
up to a national picture, and a national
set count when the studv i- complete.
Method: under wraps, but it's rumored
to be a mixture of several existing
techniques including personal inter-
view-, diaries somewhat like SAMS,
electronic meters a la Nielsen's rating
service to check on the reliability of
diarv data, possibl) even telephone
coincidental. This combination of re-
search method- was de-inned bv Dr.
Franklin Cawl, former Kudner re-
search chief who is now an independ-
ent consultant. Field work would be
done bv \lfred Politz.
Methodologv of the "Cawl Proje- t
has gone through a series of field
tests; a test studv in one market is
planned for this fall.
Even the government: Since all of
the above coverage-and-circulation
'linkup- will produce a national set
count, if thev become realities, thev
wotdd inevitablv be compared bv ad-
men with the job being done bv the
I .S. < en-u- for the tv industry.
Currently, the Census bas bi
"'hired" bv the \l!l. the three net-
work-, the TvB and the NARTB to
make a series of quarter) reports on
the total number of tv sets and ho
in the I .S.
These checkups are being made bv
< en-u- staffers who are periodically
gathering additional Census data anv-
1 Please turn to page 111 1
22 AUGUST 1955
41
How long before a radio
jingle jangles?
You can use good jingle virtually forever,
unless eopy ehange requires new approaeh
Mw " an\ of \<hi old-time radio listen-
ers remember this singing commercial
of the late Twenties?
When the curling ivhite smoke drifts
away
To the tune of a Spanish guitar,
All the u or Id is a dream
In this moment supreme
When you're smoking a Blackstone
cigar.
Joe Stone, young cigar-smoking
Ford copy v. p. at JWT. is still able to
rattle off the lines though he was a boy
when this refrain was popular. "Twen-
ty years later, when I started to smoke
cigars," he recalls. "Blackstone was a
big name to me."
Such is the power of the singing
commercial.
It is why the jingle has become big
business today. So widespread has its
use become, in fact, since Pepsi-Colas
historic verse ushered in the jingle era
back in 1939. that the question is aris-
ing whether the jingle has outlived its
usefulness by and large.
Check the average radio station and
you will think there is nothing but
jingle advertising left, particularly in
platter shows of the early-morning va-
riety. Are there too many? Is the ear
being surfeited? Do they in effect tend
to cancel each other out?
SPONSOR surveyed clients, agencies
and jingle experts in an effort to de-
\elop a set of guiding principles for
the benefit of advertisers who are
wondering whether to go into jingle
advertising. Although there are almost
as many opinions as there are individ-
uals, there is a surprising amount of
agreement on fundamentals:
• The singing commercial remains
one of the best forms of selling via
radio; it is not that there are too manv
jingles around, but that there are too
many inferior ones which do not do a
job. runs the consensus.
• A first-rate jingle is a long-term in-
vestment that builds up an ad-equity
over the years.
• A jingles limitations should be re-
spected; it should not be loaded with
an excessive number of copy points.
• The characteristics of the good jin-
gles are what they have always been —
a catchy, simple, whistleable melodv :
i
K&E WROTE 30 TINGLES FOR RCA-VICTOR, THEN RESEARCH
30 jingles were written by Kenyon & Eckhardt and outside teams in
hopes of finding one winner. Here is one team at work, composer
Hank Sylvern (1.), and Barrett Brady, agency v. p. and copy director
Kg
m
Auditions before agency personnel in radio-tv confere
narrowed down list to nine. These were then forward*
Horace Schwerin research organization for additions
42
SPONSOR
ago, is perfect for "Modern folk- who
watch their weight," thai it i- "re-
freshing without fillin
I rom time to time, aaj - Haller, the
productions are changed, with differ-
rni arrangements and treatments, in
ordei to keep the melod) evei -I resh.
Some advertisers prefer t<» switch
jingles completel) when a new copj
Bton is developed. One of i In- most
Buccessful musi< al commercials in the
I i~t during recent years i- the Piel's
Beer bit beginning: "Piel's is the beei
for me, boys. . . •" After four years,
ii i- finally going into gradual retire-
ment and another is taking its pla< e
on tin- airwaves.
\ <-c >m | >an \ spokesman explains. I he
jingle was created in 195] i<> tie in
with the "less n-f-s (non-fermented-
sugar)" copj Btory. In \pril of this
year Piel's began to hit the theme that
its beer tastes hetter because of i(- dr\-
ness. Rather than retain the tune which
bad served so well, the firm derided to
put it- all behind a brand new one. in
the belief that it i- possible, and more
effective, to create a brand new asso-
ciation between melody and product.
Midway between those who hold on
to the musical theme and those who
drop them for new ones is Gillette,
10KOUGHLY TO FIND BEST OM TO USH
i. jingle- emerged from the group of nine as 1 result of the Schwerin testing on 1921
>t they an- held In low h\ agency <op> -upervisoi \1 Saiasohn. Vgencrj finally selected
it t»o jingle for recording by singer \ aughn Monroe for heavj advertising campaign
Don-cliched, sharp short-worded lyri »;
a distinctive charactei thai make- the
total combination impress itself on the
listener's mind for long remembrance.
• It must not be forgotten that a jin-
gle ie, alter all, advertising that it
doc- not exist a- a musical oddity,
but as an integrated, tailor-made ad
tool designed to lit quite specific needs
oi product and campaign.
■•» Ion*/? \\||\ aiul when should a
jingle be changed, or dropped entire-
K ? Let's look at a few cases.
Pepsi-Cola's refrain ha- been in use
1(> years and -how- no Bign ol aging.
Slogan "Brush your teeth with Col-
gate" has been around lor about Beven
years. The values have been going up
for Robert Hall about eight years now.
National Shoe- has been ringing the
bell for over nine years. \ml bo forth.
Pepsi-Cola account executive at
Biow, George Haller. points out thai
although the music of the Pepsi jingle
hasn't changed, the lyrics have, in or-
der to accommodate the new copj
-torv. The "twice as much for a nick-
el, toil" theme of the late-depression
dav- bas given way to the calory-con-
scious notion that the drink, whose
sugar content was lowered two years
§Mwmmmmmmmmmmmmmmmmmmmmmm
tdvertisert like (<»
stick tO /imcf-n jingle*
PI PS1 C01 \ first I
li.i- In ■ 11 sired »in< • 19 19
\\ i n i banget made ivmi »■ ti
whin product and cup. BtOI y chfl
R0B1 li l II M l jingle has bad
in « .hi angements, but do lyric
changes foi 9 years; firm also runs
(In i-iina- and ba< k to school jingles
(.11 I I I I I "Be shai p" refrain
back In 19 l"i k>, i- now used a-
theine -ollg tin BhoWS; low llligle
a-k-: "How are v a' fixed for bladi
PIEL'S BEEB prefers to change
entire jingle n iih copj story : last
i an foui yeai - in East, made bj -word
of "Piel's is the beei for me, boys"
OLDSMOBII I seems to have been
using variations oi the old favorite
"Merrj Oldsmobile" since time im-
memorial, because of unique history
I l\(OI AMI IJCI I!,. .,„ the nil,. ,
hand, like- to have new jingles foi
it- dealers every quarter, wants
exciting, to capture new -model spirit
which tries to do both. Since 1945 it
has relied on the "Be sharp" jingle.
But in recent years the copj platform
has been changed, with the new com-
panv trademark "How are you fixed
for blades" receiving the ad emphasis.
"A new jingle was created to fit the
(banned cop) platform," explains Ed
W ilhelm. Maxon agency's director of
radio and tv. "But we still keep the
').» sharp' number a- a theme song for
our various -bow-.
Despite the success of the later jin-
gle, the earlier one -till doe- a job.
W ilhelm report- that the Milton Berlc
program recently requested permission
to use it in a boxing sequence featur-
ing Rockj Graziano and Martha B
evidence of its hold on the tv and ra-
dio public.
Robert Hall i- in the enviable posi-
tion of having at least two jingles that
are popular and constant!) used, and
hopes to add more. The company is
jingle-happy because it attribute- most
of it- success to the broadcast media.
''Radio made Robert Hall a by-word,"
says a company spokesman.
I Please turn to page l1 1
11 AUGUST 1955
43
Costly Kodak series Norby premiered in January, was axed in April; as with other cancelled shows its flop-pattern was soon evident
Ire sponsors dropping the axe
too fast?
On the contrary, say admen — a few tv shows are
enough to tell you if you've got a hit or a flop
§ § before you know v\ here
you're going with your new fall tele-
vision show?
Practically no time at all. \ ou
should have a pretty good idea before
the first month is over whether you
have a tv success or failure on your
hands, and by the end of the second
month at the outside, there should be
little question left.
This conclusion emerges after a re-
\ iew of last season's show cancellations.
With an eye on the slew of upcoming
new program ventures sponsor studied
rating histories, talked with research
44
analysts and agencies and clients in-
volved in axed shows.
Television has become the most
responsive medium in ad history, with
program impact almost immediately
felt. General tendency is for a show to
reach its viewing "plateau with amaz-
ing rapidity. The show which builds
its audience slowly over a long period
of time seems to be becoming the rare
case toda\.
Common denominator of shows
dropped was their inability to increase
appreciably their share of audience
with time. In some cases, the first
figures were the highest the\ achieved.
For example, the much-heralded color
film show .\orby gathered 33.3^ of
the audience when it first came on for
Eastman Kodak on 5 January in the
7:00-7:30 p.m. slot. Wednesday, on
NBC TV. February saw Norby's share
falling to 15.3 rr : in March it was
14.0r7 l all data Trendex unless other-
w ise noted I .
Mickey Rooneys Hey Mulligan, on
jhe same network Saturdays 8-8:30
p.m.. arrived in September with a 31$
share, dropped to 22rr the next month
when rating powerhouse Jackie Gleason
SPONSOR
returned aftei the summei hiatus, and
remained generally below 20.
On CBS l\. Lorillard'a Fathei
Knou j Best i ould nevei gel < onsistent-
l\ above the 2<>' - share it grabbed
v\ ill: il- ln-l show iiii: mi 3 < tetobei .il
10:00 p.m. Sunday, while » illy, on al
10:30 p.m. Saturdays for General
Mills, couldn't move above an average
of aboul I 7' i .
In ever) case agenc) and clienl
kiu-w the score within tin- firsl few
ireeks.
I he pressure to size up a show
quickl) stems from the simple fact
thai t\ costs continue in go up. Line-
up- increase and show expenses mount.
Declares ^ oung \ Rubicam, account
man on IW istol M\ ers, 1 > ■ > I > ( Isburn :
"You simpl) can't afford am longei to
risk losing a long-term investment. The
important thing i- the abilitj to turn
on a dime. This is the onlj ua\ to
protect \ our client's interests.
It's a far cr) from the pre-t\ days
when the Madison Wenue bromide
had it that you had to give a Bhow
at least a six-month ride before you
could intelligentl) evaluate it- perform-
ance, that you had to give a show a
chance to build it- following over a
year or so.
I In- surprising fact is that today
high rating first time out appear to be
the ruli- rather than the exception, with
t\ publicity achieving a primac) never
even dreamed of in years past. Hoopla
helped deliver a health) 1 1.<>' . share of
audience to Imogene Coca's firsl solo
show effort last October, a figure it
was never able to approach again.
Highlighted here is a fundamental
difference between radio's continuous
listening and the greater selectivit) of
t\ viewing. Viewers tend toda) to
seek clues to show appeal- in news-
paper tv pages and from magazines like
/' Guide. I lu-\ respond as the) might
to theatre advertising to names of
performers and shows and descrip-
tions of program content. In addition
there is the potent promotion of t\
itself, and recentl) of publicit) via
radio as well.
Earnest agenc) and advertise] as-
- ssmenl of show values now tends to
being ver) earl) in the game. Says
a Campbell Soup spokesman: "We
regard the first four shows as of
critical importance. If the trend is
unsatisfactory, we feel it is import-
ant to take immediate steps to rectif)
things."
i Please turn to page 1 12 i
Will), iponsored t>\ General Mill ■ ■ i CBS T\ med) that i able
more than about 17'. "I the audit n< i Vg< n< y and i lienl knew il
-....il. I. ui I) I S In. 1. 1- that 10 10 1 1 :00 p.m. Saturda) il lough .i hurdle f"i -li"»
Dear 1'liocln- . , n..i dropped because ••! ratin impbell Soup, tl IBl l\
show never captured i firm, which conducts qualiiati
studies with launching "I show, concluded il wanted -li"» wiili different "chai
I* rot c-s ion ;il Father ri ' iv« I i critical drubbii iti well-rated Ceoi c Gobel, the
i BS n -li ■ ■• nevei ot very far, avei ire of audience. Still, show ma
well have Ben .1 temporary needs oi Sponsoi Heleni • urtis, and been useful nevertheless
22 AUGUST 1955
45
"Talking animals
played by human stars
in daily Hotel For Pets
on NBC Radio
Animal soap opt
It takes a pet to catch a pet owner, ca
M0° >ou like animals? Are
you a sucker for a floppy-eared,
<\ sad-eyed pup or a dainty,
frisky kitten?
Or can't you abide the
creatures? If not, then
you probably won't care
much for the odd little radio
serial, Hotel for Pets, which debuted
on NBC Radio last September for an
experimental run. And therein lies the
secret of its success.
For this is network radio in a mi-
nority-seeking mood. It represents a
„ -: carefully calculated effort
J* to "screen" the audience
screen
through program content,
to reach prospective purchas-
ers with as little waste
coverage as possible. The product is a
cat food, Puss 'n Boots.
Premise of the show is a variation
on an old saw: It takes a pet to catch
a pet owner. Featured are talking ani-
mals: Lord Byron the bull dog, Serena
the cat, and other four-legged and
feathered personalities, all guests of
the kindly Mr. Jolly, a retired mail-
man who established his animal hotel
to provide for homeless, wandering
pets. Mr. Jolly and his human com-
panions are vital to the serial, too. it
should be noted.
What makes the program significant
far beyond what its modest cost and
limited network reach might indicate
is the relative scarcity of the prospect
— in this case the cat owner — when
compared to the total available radio
audience. This means that the show
must do an outstandingly efficient job
of reaching prospects.
The fact that Hotel For Pets is com-
ing back on a regular network basis
following the summer hiatus is the
hard evidence that Coast Fisheries, the
Wilmington, Cal., division of the Quak-
er Oats Co., is apparently satisfied that
the program was able to accomplish the
goals set for it by the company and the
Lynn Baker, Inc. agency during its test
period.
The Puss n Boots radio storv has a
of
intriguing elements:
46
• It s a case where radio is becoming
an important advertising weapon, for a
product that is primarily associated
with visual advertising.
• It demonstrates that there is a dav
time audience for a whimsy-laden serial
that leans toward humor rather than
tragedy.
• It shows how network radio can be
used today. The NBC Radio lineup
employed was developed in non-option
time and was unorthodox, since it cov-
ered the country on a selective market
basis.
• It shows advertisers how it is pos-
sible to test a program and copy ap-
peals under actual network conditions
before going to a full network.
• It proves once again that radio re-
mains one of the most economical ad-
vertising buys around, that one can get
outstanding coverage and entertain-
ment via a program on a radio net-
work for a very modest sum.
To Coast Fisheries a whole new con
cept of cat food promotion was riding
with Hotel For Pets, sponsor estimate-
that the show took about 15% of the
total budget. Approximated the same
amount was spent concurrently on thi
Today show over NBC TV. With next
seasons expanded lineup on NBC
Radio, the air mediums percentage
could easily pass the 20% mark. Tele
vision plans for the coming fall have
not jelled cemipletely yet, but shoule
the firm go back on tv, it will not be
at the expense of the radio show.
Although Puss 'n Boots, which ha:
been on the market for about 20 years
got spot radio exposure in 195:
through twice-yearly 13-week an
nouncement schedules in selected mar
kets. and had done some regional net
work advertising, the past season'
venture marks its first national net
work try.
For the Lynn Baker agency it rep
resents the second of two accounts nev
to network radio. This agency brough
Woolworth to CBS Radio in the big
gest radio show in recent years (sc
"Why Woolworth went into networl
SPONSOR
^
minis Puss'n Hoots prospects
rasons. in l.iilorin-: not i-.nlio show lo attract lii^li percentage of cal-ownois
radio," sponsor, 18 Vpril 1955). Pum
'm Hoot- account executive .it Lynn
Baker, Don Cutler, explain- the media
thinking which made radio look at-
tractive:
1. Radio provides one ol tin- lowest
COst-per- 1,000 of all the media.
2. It make- possible B verv meat
amount of ad repetition for the monej
spent.
3. It i- flexible, allowing for last-
minute commercial changes.
1. \ on < an move qpiickl) in radio
when the competitive situation war-
rant-.
.s«Tc«'»iiii«j the audience: Minority -
slanted products are no novelty, ol
• ourse. \\ hat complicates the cat food
promotion problem, savs Jaek Kline.
Lynn Baker v. p. and researeh director.
i- thai it i- -o difficult to screen out
your prospects through media directl)
channeled t<> them. There are no large
circulation publications regularly read
b] eat owners exclusivel) .
This means that waste circulation is
unavoidable whatever your medium,
for onl) about 2D' - of the <-ountr\
owns cats, according to Kline. It hap-
pens, he points out. that vour general
media are also those with the most
impact.
"The electronic media." says Kline.
"aic the most general of all. But we
felt that radio could he adapted to do
a large-scale special market job.
In print, he explains. \ ou can onl\
rely on your ad cop) to select your
readership. "The air media alone.
however, give you the opportunity to
create the editorial matter. The show
i- thus an experiment whose aim is to
determine whether it is possible in
practice to create an editorial content
which can perform that selective func-
tion effect i\ el \."
How well does it succeed in attract-
ing a "dense cat-ownership.''" \ re-
cent surve) b) .1. \. Ward. Inc. reveal-
that the densitv of cat owners among
listeners to Hotel For Pets is substan-
tial!) greater than among the public
at large. The fan mail confirms this
finding.
It should be pointed out. incidental-
Is . that the shoVi ,i--unie- thai < at
owners are loud of animals in gen-
eral, rather than of cats only, and thai
therefore it- appeal i- deliberately
broadened 1 « . reach all pet ownei-.
Even if you disregard the research
c\ idence concerning the number id cat
owners in the audience reached, you
cant help being impressed l>\ the sheei
-i/e of the listenership. \nii might
think such a special!) slanted show
would develop a vnv -mall following,
but the ratings are surprises.
\ Pulse stud) of the fall and earl)
spring of la-t season -bowed the pro-
gram leading its period in Seattle with
a rating of •">.(). In Spokane it rated
•").(>. In Chicago il was the number two
show with a 4.0 I the number one pro-
gram rated 4.7 |. In New N ork. at
■">:.'•>() p.m. it was again second highest
with a 2.').
Most impressive evidence yet of the
-bow's impact to agencv and client is
a recent heavv mail-pull. At one pe-
riod last season the storv line had the
[Please turn to page Dili
NEW PUSS'N BOOTS RADIO
SHOW IS BREAKING RECORDS
FOR FAN MAIL.AND SALES!
have you heard -«.»*. .io»«»o*».. -hmu.*.-
it's proved itserf a business buMer
for your Puss n Boots Cat Food sales
VV6 HnOWi "««J» i^uli mti to uannnri tt-
tto> mi .re k> bw> yow Fm '* h. . 4. * ■ - -.. in*d . «j«cwj raauatfc
t.T Then -' w-i -MxiT.1 Mi imh mmny fwaa-tta I wawT
a record-braking rtspons
Il
iictv loftowMg ana
MMOOBdBU Of) ■ ir. h. 7 p-OpM
the biggetf fupow at tt kiad «w m
AM if. «■ kttrn cmam torn
pet lovers. ..cat owners .
cat food purchasers1
J
Hard-hitting merchandising seeks i"
overcome < asual attitude ol
Spectacular mail pull brings -mile- to Lynn Baker agency account exec Don Cutler (L),
agency principal Mary Bentley ami r-iv head David Durston. Vudience was a-k<d t<>
comment mi contemplated marriage "f lead. Interested li-tm.-r- -i-nt in over Ih.imhi |.
*
A
•
22 AUGUST 1955
47
Chunky goes national
on INK tv diet m
Spot tv buys brought Chunky from bankruptcy
to 85 million annual sales in five years
**Jf v has built Chunky Chocolate
Corp. from bankruptcy into a S5-mil-
lion-a-year business in less than five
years," Chunky's 34-year-old president.
Jeff Jaffe, told sponsor.
Chunky's success is the more spec-
tacular in view of the heavy-weight
competition from the chocolate-bar ti-
tans which the firm faced when it got
into business in 1950. Yet, starting
with a slim five-figure budget in 1951,
Chunky built distribution of its un-
usual-sized chocolate bar from New
i ork into a national operation, on a
100% spot tv advertising effort.
"We've used nothing but tv from the
start and the results have convinced us
that our course is right." says Al
Erlich, Chunky sales promotion man-
ager.
The firm set up its advertising pat-
tern in New i ork in 1951 and kept up
the same basic strategy, adding mar-
kets as the sales, distribution and ad-
\ertising budget expanded. The strat-
egy boils down to this:
1. Sponsor a half-hour kid-appeal
film show. Chunky's earliest film buv
was Talent Shop in 1951. During the
next year, the firm sponsored Dick
Tracy and Ramar of the Jungle. In
1953, 1954 and through spring 1955,
Chunky bought Abbott and Costello
for most of their markets.
2. For stronger identification with
the program, have the commercials
delivered by the stars of the show.
This provision has generallv been part
of the deal when Chunky buys a film
show. The candy manufacturer feels
the heroes of kid-appeal program par-
ticularly lend more credibility to the
commercials, make them more palata-
ble to youngsters and grown-ups alike
CHUNKY PRESIDENT JAFFE (RIGHT OF MARY HARTLINE, STAR OF SUPER CIRCUS. ABC TV) YTIUL BACKSTOP SUPER CIRCUS WITH SPOT TV
48
SPONSOR
•
h\ adding an entei tainmenl fa< toi ,
.'{. Schedule the program on a ma-
jor tv station in each market during
thai period which has the highest chil-
dren's audience, with .1 bonus 01 adults.
Chunk) feels the) achieved this bj
picking late-afternoon hours on week-
ends, rathei than mid-morning time-
on Saturdays when children dominate
the audience. The firm therefore gen-
erall) bought Saturdays "i Sundays
somewhere between 5:30 and 6:30p.m.
Originall) .... Vw York's W \HI>
with a $21,000 budget for the l(J~>l-
1952 season, Chunk) wound up spring
l().~r> i.. II markets: Abbott and Cos-
tello on Saturdays 6:00-6:30 p.m. on
\\l!( \ l\ New York; \\ l'»/ T\ Bos-
ton; WI'TZ. Philadelphia; WNBQ,
Chicago; CKLW-TV, Detroit; \\ NBK,
Cleveland; W \ \M. Baltimore; \\ RC-
T\. Washington, D. C; \\ SIM \ .
Atlanta. In Pittsburgh's KDKA-TV,
the show w .1- seen Sundays 1:30-2:00
[i.in.. and on Buffalo's WGR-TV,
Chunk) sponsored Ramarof the Jungle
late Saturda) afternoons.
"\ graphic illustration of our sales
success," says Chunk) sales v.p. Oleck
\brahamson. "would have to show
Chunk) sitting l»\ a tv set. We have
keyed our distribution to the metro-
politan centers that are major t\ .ov-
erage areas."
Today. Chunk) sells in some 250,000
retail outlets out of an estimated 750,'
000 in the country. The hulk of the
sales, perhaps 85 to 90%, however.
derive from 50 major tv markets. This
fall the firm I through its agenC) Hil-
ton \ Riggio) intends to blanket these
lilies hv sponsoring a hall-hour of
Super Circus. VBC TV, on alternate
Sundays 5:00-5:30 p.m. in 17 cities.
1 The show had a 15.2 rating in Jan-
uary-April 1955 on Nielsen's multi-
network av erage audience stud) against
NBC TV's 9.3, CBS fV's 7.7.) While
the hulk of the firm's SPONSOR-esti-
mated $350,000 budget will go into
this network tv effort, Chunk) expo ts
to use spot t\ in selected cities.
< /mi 11 /.-I/ » salt's problems: From
the beginning, tv helped Chunk) in its
tough up-hill fight. When Jeff JalTe
bought out the bankrupt Chunky firm.
he faced considerable resentment from
the trade against the previous manage-
ment. Beyond this difficult] with the
tiade. the new owners found them-
selves stuck with a product that had
not managed to get consumer accept-
ance during its previous 10 years on
( III NK V III I
the market. The main reason for this
was Chunky's odd, stubby, virtuall)
square size, thai made the chocolate
bar seem smaller than competing 5£
bars, despite its equal weight and
content.
\- if this dual handicap weren't
sufficient, Chunk) entered the field
during a critical year in the cand)
business. I he war had been over for
a sufficient) long time so that the choc-
olate demand had leveled off.
"It was a particularlv competitive
year in the cand) business," JafTe re-
calls. "In fact. Chunk) would have
seemed like a very poor bet to a gam-
■ I'.in hi .. 10-11110
bier, but gamble we did.
The new Chunk) executives man-
aged to hedge the bet fiom the s-ta 1 1
hv turning a handicap — the chocolate
bar's size — into an advantage. "In a
very competitive business, our odd size
made US -land out, -av - I i lich.
From that point onward, however,
Chunky's fight for retail outlet- and
consumer acceptance was on. The firm
and its agenc) < Peck Advertising un-
til spring 1955) decided that the ad-
vertising budget w,i- too slim to spread
over several media. And. since ever)
cand) manufacturer'- aim i- the -mall
1 Irticte continues <>n next /*</
CHINKYS TELEVISION STRATEGY
Sponsor half-hour film shows geared in juvenile audiences, bo thai produd
becomes identified with entertainment. Shows should have some adult appeal
Have stars of -how deliver commercials. Heroes of kiil-appeal proiiram-
lend more credibility to the pitch ami make commercials more memorable
Schedule program- in early-evening hour- when kill viewing i- high, bul
adult viewing i- starting. Chunky concentrates on t"ji tv outlet in eacb market
( apitalize on unusual visual angle of product. ( hunky turned size bandi-
cap into selling point by talking quality, stressing recognition oi odd shape
22 AUGUST 1955
49
!r\ primarily, t\ entertainment on a
limited scale seemed the answer to the
advertising problem.
Sales slratva i/:
ds
\ was also a par-
tial answei to building good will
among the trade. Chunk\ manage-
ment soon found that tv program spon-
sorship gave them prestige among the
wholesalers, made it easier for them
to sell the product to retail outlets.
Just to keep the pressure on the
wholesalers going from both ends
(manufacturer and retailer), Chunky
used a system of "missionary men"
whom the firm still employs. These
'"missionary men" are salesmen em-
ployed by Chunky to go to retailers
and sell them no more than one or two
boxes of Chunky in order to perk up
interest in new outlets. "A pump-prim-
ing operation," Jaffe calls it.
Chunk) actually sells directly through
brokers, who in turn sell to the retail
outlets. These outlets include many
large grocery chains or super markets,
the large syndicate stores, vending ma-
chine operators, independent grocers,
and theater concessionaires.
Chunky used two other devices to
insure a rapidly expanding distribu-
tion: (1) lower price to wholesalers;
1 2 1 trade deals to retailers. In terms
of the wholesalers this has meant that
Chunky generally undersold its com-
petition slightly, operating on a slim-
mer margin of profit. That is, Chunky
would sell to wholesalers at about 800
a box, when the going rate is 850. One
of the trade deals one can give to re-
tailers is to package perhaps 26 rather
than 24 in a box.
Expanded line: In order to get a
broader range in distribution outlets,
Chunky has continuously expanded its
line to include various price ranges
and package sizes. Five years ago, the
firm started with just the 50 Chunky
and a side-line of sugar-toasted peanuts
to somewhat equalize the seasonal sales
dip (fall-through-spring I of chocolate.
In 1951, Chunky added a line of 20
Chunkies. six months later a 100 groc-
ery package Chunky. This year the
firm is introducing a 390 family-size
bar. "The super markets really start-
ed the trend toward a wider range in
price and packaging." savs Erlich.
The firm now has the following
packages of chocolate: 20, 50, 100,
250 for theater distribution, 290 and
{Please turn In page 108)
50
SCOUTS ASK: "IS VOIR RADIO ON? TO WHAT STATION ARK YOU LISTENING?
BOY SCOUTS MEASURE CAR RADIO
KONO surveyed auto listening inexpensively using Boy Scouts,
national auditing firm. 33,736 cars were covered for $1,500
MM oy Scouts are good for more than helping old ladies cross the street
and starting fires with wet wood. With their training in discipline and
efficiency they are well suited to conduct local level surveys at a low cost.
KONO, San Antonio, recently completed a survey of automobile listen-
ing, using 11 Boy Scout troops to conduct the interviews. The San An-
tonio Police Department selected the traffic centers where the boys could
safely approach cars stopped lor traffic lights and ask: "Is your radio
turned on? To what station are you listening?"
The scouts worked in two-hour periods I from 5:00 a.m. through 9:00
p.m. I for seven days under the supervision of Scoutmasters. After each
interview period the Scoutmaster in charge assembled the questionnaires
and mailed them in pre-addressed, pre-stamped envelopes to Ernst and
Ernst, national auditing firm.
Neither the boys nor the people approached knew that KONO, an in-
dependent, was sponsoring the survey. The survey cost the station
$1,500, most of which went to the Boy Scout troop funds and to in-
dividual scouts as compensation.
The questionnaire sheets listed the number of passengers in the car,
whether the radio w:as on or off and if on, tuned to which station. The
boys also made a count of the total number of cars which passed through
each traffic center.
A total of 33,736 cars were covered. The average percentage of sets-
in-use was 25.42. The greatest listening period was between 7:00 a.m.
and 9:00 a.m. — 29.54% of sets were in use. The lowest period was be-
tween 9:00 and 11:00 a.m., when only 20.0% of the sets were on.
KONO rated an average of 30.13% in the seven-day period. Commer-
cial Manager Bob Roth commented, "Imagine the spot we would have
been in if we showed up unfavorably in the share-of-audience rating."
General Manager James M. Brown summed up the experiment: "This
plan makes it possible for even an individual station to make an accurate
survey at reasonable cost, with a heavy concentration of interviews and
still make use of an outside service."
KITE, also an independent, ranked second, earning a 19.82% average
share-of-audience. Thev sent out a letter complimenting KONO and
pointing out that its the independents in San Antonio who have the
greatest percentage of automobile listening. * * *
SPONSOR
Sift Iiiimmi/ Canmdlmm Sitiiom
\dvertiser98 yuiiti* i<> . . .
■^
j
iiiiiiiliiin radio and television: l!).l.l
I his year's radio-television highlights
ll ith last season being television s first big
one. nighttime network radio felt the brunt
of video's glamor. However, radio listening in
tv markets in general has not been affected
too much and in French-speaking homes daytime
listening is actually up. Nighttime network
sponsors are moving to spot radio and saturation
packages are in demand. Tv time is hard to
find, one reason being the single-station-per-
market policy of the government but this policy
may be on its last legs. Tv network costs are
high but considered realistic by ad agencies.
Production costs are low compared to U. S. prices.
As for the Canadian market itself, the people
are more prosperous than ever with wages rising
and prices remaining relatively steady. Farm areas
still represent a soft spot in Canada's economy.
PROJECT EDITOR: ALFRED J JAFFE
Canadian market: boom
resumes after slight re-
eession ends last year
Canadian radio: daytime.
2 saturation packages arc
in demand by advertisers
Canadian tv: Saturation
3 of ."50% in tv homes is
expected by year's end
Radio faets: charts on
4 radio saturation, multi-
set home figures
Tv facts: latest data on
5 stations on air and tv set
sales bv areas in Canada
page
52
page
54
page
56
page
58
page
60
22 AUGUST 1955
51
Malak, Ottawa
HIGH TENSION LINES SILHOUETTED AGAINST RAPIDS SYMBOLIZE CANADIAN EFFORTS TO TAME ST. LAWRENCE
Canada: the boom resumes
Economy's basic strength keeps effect of *53-*54 recession to minimum
C^ anada is like the U.S. and vet un-
like it. It is a blend of British and
U.S. influences, plus French-Catholic,
plus something indefinably Canadian.
There is nothing mysterious about it,
but you can't do very much of a job
advertising to Canada by remote con-
trol. You need experts and know-how.
Eut once you've gotten the knack
you'll find Canadians are responsive.
And they've got more money to spend
than ever as the questions and answers
starting below indicate.
Q. How is the Canadian market
doing at the present time?
A. In the words of C. D. Howe, the
Dominion's Trade Minister: "The Ca-
nadian economy is booming like never
before." Trade Minister Howe recent-
ly completed the 1955 midyear survey
of capital spending plans, a crucial
indicator of economic trends, and
upped his previous estimate of total
1955 spending in this category. The
first estimate had been $5.8 billion,
the newer one $5.95 billion. This lat-
ter figure represents a record amount
of spending for the Dominion and is
I',' i above 1954. Already disclosed are
figures showing gross national product
for the first quarter of 1955 is up.
Some of the increases in capital
spending are well above the average.
For the mining and oil industries the
expected jump over 1954 is 2!!' - . The
figure for manu
housing. 13' < :
factui
14' r : for
for government. 12' I .
Q. What's behind the Canadian
economy's post war boom?
A. Canada is rich in natural re-
sources, some of which have just be-
gun to be exploited. Most important
in terms of Canada's growth are water
power, iron ore and oil. Canada's ex-
ploitation of water power is dramati-
call\ symbolized by its work on the
St. Lawrence Seawaj i picture above i
This was begun last year as a join
project with the I .>.. following dec
ades of vacillating on the part of Can
ada s southern neighbor. First ship
ments of iron ore from northern Lab
radoi s I ngava fields also began Lasl
year. \\ Iili the di» o\ '■] \ .ii oil in ill.-
Dominion's praii ie proi im es in I1' 17.
Canada became more self-sufficient in
a resource as important to peace as n
i> to war.
The market for Canada's ever-grow-
ing production its population is al-
i i>u ing. I In- total population on I
March 1(>.~>.~> was an estimated 15,482,-
000, up 287,000 I i the previous I
June. This maj look Bmall beside the
increases registered in the I .S., which
are almost 1" times greater, but the
rate of increase in Canada about
21 •_.' - i> greater than that in the
1 '.>.. which i> less than 1' < .
( anada's population is a modern
population, buying the products turned
out l'\ an industrial society. Contrary
to the impression in some quarters
fthough less and less common), the
Dominion is not inhabited primaril]
by Indians an.l Eskimos. According
to the 195] census, there were 155,874
Indians and <>nl\ 9. I'J-'i Kskimos.
Q. Are Canadians buying more
goods now than last year?
A. Though Canada's gross national
product declined from vl2 1. 1 19 million
in L953 to 124,041 million in L954,
personal expenditures on consumer
goods and services did not lag. Vs a
matter of fact the) increased. Part of
the increase was due to a slight jump
in the price le\el l>ut even in terms of
constant dollars there was an obvious
increase in expenditures.
Actually Canada's recession was
non-existent outside of the farm pic-
ture, which, as in the U.S., has not
THESE FACTORS HIGHLIGHT CANADA'S BOOM
I
5
i \i'll\l SPENDING, in important indicatoi ol economii
mi the increoai in < anada. I stimah '"i the first six months •■( 1955
indicate tin- km. I ■■( spending will !"■ '•'•' i above
\ \ I I K \l R] -Ml R( | S, the fuel foi ' mad i's bi om, art jusl
ning to I"- exploi 5t. 1 rence S lj is I" ;«« lasl year. \l-".
shipments ol ii r< Irom I ibi idoi » ildi rn -- I i
DESPIT1 RECESSION IN 1953-54, consumer expeditui
[•vices did nol flag. Now, poss national product figures are
mi the rise again. I i L ■ ■ U.S., Farming represents soft spol ii nomj
4
5
|'|{»)|)ii I- FOR HOMI showed up among biggest rises in retail
sales during past decade and a half. Appliance, radio-h stores and
lumb r, building material dealers had »aies ini 700$
\\ VGE EARNERS hav< been getting more mone> while the price index
has remained relativelj stable during past three yi irs, shoi
rise in real income among the Dominion's five-million-plus workers
been as bright as the rest of the econ-
om\. \ccording to J. \. Calder, presi-
dent of the Canadian Manufacturers
Vssociation, the decline in physical
output (primaril) in farm production)
in the nine months from mid-1953 was
not as great as in the I .S. In addi-
tion, he said, consumer goods and ser-
vices increased relatively more in Can-
ada than for its southern neighbor.
The upturn in Canada began after
mid-1954 and was particularl) promi-
nent in last year's fourth quarter. I he
gross national product for that quarter
(excluding net income of farm oper-
ators! was higher than the peak third
quarter of 1953.
Q. What kinds of products have
Canadians been buying most?
A. Between L939 and 1954 all retail
sales increased 389'-. Vmong the
leading retail groups two stand out in
registering sales increases during that
period. Appliance and radio and h
set dealers showed increases of 7!!')' i
while lumber and building material
dealers boasted a hike of Til'- . illus-
trating that the Canadian's heart i- in
his home and that he is making it a
letter place in which to live.
\\ ith his increasing wealth, however,
the Canadian is eating out a lot more.
I let ween 1939 arid 1951 restaurant bus-
[Please turn t<> i><ik<- llf>i
Oil, WELLS in farm belt dramati/c rich'-s AYALANCHE-re-i-tani p\lni- .airs power IIIKF. OF 240rf in industrial production
oi ( ana. la in l>oih industry and agriculture l"r Famed aluminum -inciter at Ritimat at Sarnia, Ont.. mean- more ne* homes
ST Canadian Consulate General. Ne
Canadian radio: daytime is hot
Saturation buying, move from network to spot mark adjustment to video
C^ anadian radio covers Canada's vast
distances like a blanket, evokes the
loyalt) of its listeners, effectively ad-
vertises the goods of its sponsors. It
is meeting the competition of tv with
methods similar to those used in the
U.S. That's the over-all picture. Here
are the details in question-and-answer
style on the latest trends.
Q How much has Canadian ra-
dio grown in the past year?
A. There are now 176 commercial
stations in Canada, nine more than
last year at this time. Of the total 155
are private and 21 are government-
owned and operated by the Canadian
Broadcasting Corporation. The new
stations are all privately operated.
There have been no recent tabula-
tions of the number of radio homes
but based on last years figures, spon-
sor estimates the number to be about
3.850,000. This is a projection of ra-
dio homes counted last year by the
Bureau of Broadcast Measurement, the
agency-advertiser-broadcaster support-
ed measurement agency. BBM mea-
sures radio station circulation as well
as radio homes on even-numbered
vears and the count as of 1 Januan
1954 was 96.4r; of 3,866.000 house-
holds or 3,727,000 radio homes. Since
the population is increasing at the rate
of 21 o' , a vear. the number of house-
holds at present is assumed to be about
four million. ( The Dominion Bureau
of Statistics estimated the number of
radio household in all of Canada last
September at 3.598.000.)
Q. How many places to listen are
there in Canada?
A. The DBS last September estimat-
there were about five million home
radio sets in Canada plus about 850,-
000 auto radios ( or 1.6 radio sets per
household). Including radios in pub-
lic places. DBS put the total figure at
more than six million sets.
Since the DBS calculation more than
400,000 new radio sets have been pur-
chased of which about a third are in
Daytime web -hows now get bigger audiences than nighttime. Soap
operas are popular but so is U.S. -originated "Breakfast Club"
(top photo). French-Canadians also like soapers. "Maria Chap-
delaine'" (bottom photo) is on French network during the day
I *«|-^ *>
Stations are pinpointing shows to specific audiences. Kid show
sponsored by Robin Hood flour on CHUB, Nanaimo, B. C. features
bicycle prizes (top photo I. Cooking show sponsored by Swift on
CKO\ . Kelowna. B. C. pulls 3,500 women to arena (bottom photo)
54
SPONSOR
.
autos. I here are no figures on how
man) oi these sets represent replace-
ments and how man) represent new
places to listen but .1 safe guess would
be that about hall are neM places to
listen. Thus, there are about 6,250,000
places i" listen to * Canadian 1 adio.
Q. Where in the home arc these
new radios going?
A. Canada has had no studies like
those in the I .S. m hich pin dow n -|><--
cificall) how mam radios are going
into bedrooms, dens, kitchens and bo
forth. But ju-i as was apparent to the
naked eye tliai t\ in the I ,S. was dis-
persing home radios all over the house,
-11 1 1 1 i — trend is apparent in Canada u>-
da\ .
I he one million or so auto radios
\- foi Bets m the home, a look at
the types now being sold is a t i | >< > fT as
to where the) are going. RETMA oi
Canada reports that during the first
-i\ months «>f this year 1 15,1 13 non-
auto radios were sold 1>\ manufactur-
< i-. Of these more than 46,000 are
standard am receivers selling for un-
der |30. Another 35,000 fell in the
$30-$50 price range. Onl) 1,205 were
for Bale at more than $50.
In addition, there were 18.315 clock
sets, which usually <:o into the bed-
room. There were more than 20,000
batter) radios which usuall) go all
o\er the map. About .">.(>(>< ) were multi-
hand radios. 2.000 of which were for
sale at less than $65.
The remainder of the 1 15,000 sets
are accounted for by radio-record play-
er combinations, which is the only
RETMA category including the con-
Bole-type radio- which could end up
in the living room and which could
be in competition with tv. There were
14,795 sets sold in this category, of
which 3.251 were table or portable
models. The remainder were console-
t\ |>e radios.
It is apparent, therefore, that the
auto radios, the small radios, the port-
able radios — which make up about
9095 of all radios now sold in Canada
— are either not in competition with t\
"i can be easih removed from compe-
tition with tv. It must be remembered.
too. that most Canadian homes are
non-tv homes at present so that prob-
ably many of the radios bought have
no tv competition to speak of in the
first place.
1 Please turn to page 121 1
22 AUGUST 1955
BEN (Ml HI 1)1 II k OI III 1 1 K ON IIKI ) \ll\\ \t —I % It I TIIIIMII'- IN I'll OI I
5 STATIONS SELL 500 AUTOS
They teamed up, coordinated copy and promotion, helped push
$1.25 million in car sales for one Vancouver area dealer
l\ tremendous selling and merchandising campaign, in which
five Vancouver area radio stations participated as a team, re-
sulted in new car sales of $1.25 million during four weeks tlii-
spring for one auto dealer. Tlii- represented 500 car- or triple
the normal sale- volume. Total ad cost: $16,000.
The advertiser, Dueck on Broadway, said to be Canada"- largest
auto dealer, 1 ought 880 announcements on CJOR. CKW \ and
C-FUN, Vancouver; CKLG, North Vancouver, and Ck\\\. New
We-tmin-ter. An identical schedule. 30 15--econd announcements
and 1 16 one-minute announcements, was u.-ed on all outlet-. The
stations worked together coordinating copy idea- and attention-
getters.
Key gimmick in the campaign, which moved 500 Chevrolets,
Oldsmobiles and Cadillacs, was Dueck's "Partners in Profil Pro-
gram." Each new car buyer received at least 10 certificates worth
$4.50 each. The certificate- entitled the buyer to additional divi-
dends, depending on how many cats were sold. At the campaign's
end each certificate was worth $8.25. \earlv $50,000 in ca-h was
distributed to car buyers.
In addition to the new cat- -old. a reported $500,000 in used
cats were moved. Hundreds of other prospects were in Dueck's
files due to the weight of the saturation drive. The $16,000 in .\A
money was divided between radio and newspapers with radio get-
ting 55 * , . The drive began with teasers on 15 May, ended L3 June.
• • •
(A complete story will appear in a forthcoming issue.)
55
Canadian tv: .111% saturati
Time hard to find but government's one-station-per-market j
Q. What are the dimensions of
tv in Canada?
A. Last season was Canada's first
big tv year as 14 additional stations
came on the air, making a total of 27
at present. Another seven stations have
been approved, all but two of which
will be on the air by the end of the
year. Licenses for two more stations
have been recommended bv the Ca-
nadian Broadcasting Corp. Their own-
ers await final approval by the Depart-
ment of Transport, but CBC recom-
mendations are almost invariably ap-
proved.
As of the end of last May, accord-
ing to the CBC, 36% of all Canadian
homes were tv-equipped or a total of
about 1.350,000 homes. However, the
pace of tv set sales has been increas-
ing steadily since 1953 and, if this
faster pace continues, a conservative
estimate of additional tv homes bv the
end of the year would be about 550,-
000. making total tv saturation about
50%.
CBC figures also showed that at the
end of May 75% of all Canadian
homes were within range of at least
one tv signal while 49r7 of those with-
in range had tv sets. The phrase "at
least one tv signal" is used advisedlv
since, with two exceptions, there is a
government policy at present of per-
mitting only one station per market.
I The two exceptions are Montreal and
Ottawa, where the CBC operates
French as well as English stations. I
This has made it difficult to find com-
mercial time on Canadian video.
One-third of time devoted to Canadian
produced shows on CBC's tv network are
sponsored, one of them being the weekly
"Frigidaire Entertains" (see top photo)
U.S. produced programing on Canada's
tv network takes up almost half of all
time. "'Our Miss Brook-" is sponsored by
General Foods in Canada as well as U.S.
Coast-to-coast live web i- set for 1958.
L'ntil then shows like "Burns Chuck-
wagon" from Vancouver must be shown
in eastern anil midwestern markets via kine
56
SPONSOR
ear's end
ji> on las! legs
27 i\ -l.i i ii • ii -
five more w ill be on
. luding ' l<)\ rV, Si l
Nfld. Photo shown I ION l\
Q. What's behind this single-sta-
tion policy?
A. I hi- polic) was instituted b) the
government on the theory that, il there
was no such prohibition, there would
be .i rush on l>\ broadcasters t" gel
into the big markets while the smaller
ami less profitable markets would be
ignored. The government felt that,
taking Canada's vast distances i nt < >
consideration a single station policj
would proi ide national t\ sen ice soon-
er than a laissez jtiirr policy.
In carrying out tlii- policy, the g<>\-
ernment set aside for itself six top
markets in Canada. In order <>f popu-
lation the) are Montreal, Toronto,
\ ancouver, \\ innipeg, Ottawa and Ilal-
ifax. Except for the last-named area.
the) are the largest markets in Can-
ada. The other markets were left t<>
private enterprise. I luis. including the
two French stations, CBC has eight
video outlets now operating, while pri-
\ ate broadcasters have 19 now on the
air with another nine either approved
or recommended.
Q. Will this single-market pol-
icy be junked, thus opening more
time to advertisers?
A. I he government's claim that pri-
vate broadcasting would not provide
national service as quickly as under
the present policj has been denied by
broadcasters, who also point out that
Canadians are being deprived of a
choice in their programing I aside from
bonier areas i .
The single-station policy had never
been considered as a permanent affair,
of course, but until recentl) there was
little inkling as to when it would he
revoked. Early this month, however,
the government disclosed that a Royal
( ommission to study radio and t\ in
Canada will be set up soon. The sin-
gle-station policy will undoubtedl) be
one of the subjects probed 1>\ the com-
mission.
A hint of which way the wind is
blowing came from a House of Com-
mons committee which declared two
22 AUGUST 1955
months ago thai while the single-sta-
tion polic) "has pro\ I'd to be a desii •
able one . . . il- applii at ion in\ olves
i i i lain technical ami other difficult ies
which would warrant furthei stud) ol
the question.
Q. Aside from the single-station
policy, would a Royal Commission
study of broadcasting go into oth-
er areas affecting air advertising?
A. [wo other hot -uhjei I- are e\-
pected to be studied b) the lb>\ al ( lorn-
mission. One i< that ol an independent
regulator) board for broadcasting.
The Canadian Vssociation of Radio
ami IVle\ ision Broadcasters has been
urging this for some time. In tin-
words of CARTB's sales director
Charles Fenton. private stations face
a situation wherein CBC is "judge.
jury, policeman, competitor, prosecu-
tor, hangman, all in one." The C VRTB
would continue CBC as a national
broadcast and programing service, but
would not permit it to regulate the sta-
tions it competes with. I be idea ol a
regulator) bod) was recentl) rejected
b) a Commons Committee and the Ad-
ministration is opposed to it.
I he other issue is the mone\ being
spent on t\ b) CBC. Though CBC now
has a monopol) in six rich markets
and sells time to advertisers, ii spends
more than it take- in. one reason be-
ing that onl) a limited amount of time
is commercial!) sponsored. This make-
it even hauler to find time on Canadi-
an t\ than it would otherwise be.
Q. Why is commercial time lim-
ited on tv?
A. The government-owned I B( .
which controls network t\ program-
ing land network radio programing
as welli plus eight t\ outlet- i- not
primaril) interested in making mone)
but in providing what it considers to
be a national programing service, Ca
nadian-oriented and with something in
it for everybody. \- a result these
factor- discourage sponsorship:
1 . I he ' I!' wani- to en oura I
nailian talenl as a ma i ;i ol poli ■ .
Some ( nadian-] luced -how -
ood audiences but quite a numbei <l"
HOt. \t the -ame time it -et- limit- mi
the amount of I .S. programing, whi h
i- quite popular in ( lanada.
2. I he < I!' progt ams to all kinds
ol audiences, sot I which, ol i out se,
are bound to get -mall ratings.
3. I he CB( has a hard-to-des< i ibe
bul nevertheless effe< live poli< j ■ linsl
"too mu<h commercialism on thi
Q. Has there been any evidence
of a change in CBC policy toward
commercial sponsorship?
A. CBC has been more liberal to-
ward sponsorship on t\ than ii was on
radio. Even in 1953, h hen t\ h d
gotten under way in Canada, onl)
about !_'(!', ol network radio programs
were sponsored. However, according
to a stud) of last season- CBC t\ net-
work schedules, more than half of the
i Please turn to / age \V> \
l ,S. station competition in border areas
i- met by local-slanted Bhowa. Privately-
owned station CHCH-TV in Hamilton, tel-
ei I-;- < anada's natinnal sport, lacroeoe
Canadian radio facts
Charts cover multi-set homes, auto radios, other key facts
W igurea on ilii- page are
latest government data
on radio in Canada but it
has grown since last fall.
Auto radio sales are running
at twice the rate of last
year and during the first
six months of this year total
radio set sales by manufac-
turers came to 217,121,
of which 145,143 sets were
for the home. SPONSOR'S
estimate of current radio
homes is 3,850,000, a
projection of the 1 January
1954 radio homes figure
of the Bureau of Broadcast
Measurement.
*
HOW MULTI-SET RADIO HOMES VARY BY PROVINCES
HOMES WITH
ONE RADIO
TWO
RADIOS
THREE
RADIOS
OVER
THREE
NO. <C00)
%
NO. (000) %
NO. (000) %
NO. (000) %
CANADA ....
2,602
(72)
758
(21)
173
(5)
65
(2)
Newfoundland
65
(89)
(91)
(73)
7
(10)
(9)
(20)
1
(1)
(5)
Prince Edward Island
20
107
2
30
I
Nova Scotia
3
(2)
New Brunswick
89
(80)
17
(15)
4
(4)
1
(1)
Quebec
737
(79)
155
(17)
27
(3)
9
(1)
Ontario
828
(65)
318
(25)
86
(7)
35
(3)
Manitoba
144
(68)
52
(24)
12
(6)
4
(2)
Saskatchewan
175
(80)
36
(16)
6
(3)
1
(1)
Alberta
200
(73)
58
(21)
11
(4)
5
(2)
British Columbia
237
(68)
83
(24)
19
(6)
7
(2)
SOURCE: Dominion Bureau of Statistics. September 1954
*
HOW HOMES HAVING CARS AND
lR RADIOS VARY BY PROVINCES
TOTAL WITH WITH R"DI0 WITHOUT
AUTO (000) (000) RADIO (000!
CANADA
2,044
KOI
1,240
Newfoundland
16
5
11
Prince Edward Island
9
2
i
Nova Scotia
74
24
50
New Brunswick
45
16
29
Quebec
357
154
203
Ontario
885
329
556
Manitoba
126
48
78
Saskatchewan
146
63
83
Alberta
172
82
90
British Columbia
214
81
133
"Including ll.~i.000 automobile households with 2 or more automobiles where at
least one automobile Is radio-equipped.
SOURCE: D B 9 . Septembei
*-^P" PERCENT HOMES II W IV. R VDIOS
IS NEAR SATURATION LEVEL IN CANADA
NO. (000)
CANADA ....
. 3,598
Newfoundland
73
Prince Edward Island
22
Nova Scotia
147
New Brunswick
111
Quebec
928
Ontario
1.267
Manitoba
212
Saskatchewan
218
Alberta
274
British Columbia
346
96
91
92
96
94
97
97
95
96
97
96
SOURCE: D.B.S., Septembei 1951
58
SPONSOR
in Canada
■ere are the iuvts:
Since tin- inception of Canadian I \ in September 1T>_\ Canada
has experienced proportionately (In- Fastest growth "I populatioi
coverage bj l\ of any country in the world. Today, the
CBC Television Network, including CBC-owned stations a in I
privately-owned affiliates, serves 1,500,000 television homes in
25 major market areas from coast to coast.
1
2
3
5
Additional stations will soon be on the air ... in St. John'-.
Newfoundland (CJON-TV) ami Barrie. Ontario (CKVR-TV)
New stations are scheduled for operation later in the year in
Jonquieres, P.Q., Micihrooke, P.Q., Charlottetown, P. II..
\\ ingham, Ontario, and Lethbridge, Alberta.
75* < of the Canadian population i- now w itliin the sen ice range
of tele\ ision stations . . . and of this number, ~>h' , have
television sets.
More live tele\ ision programs are now produced in Canada
than in an\ countr) other than the I cited States.
Canada is second in the world in the number of TV stations, and
second in the proportion of the public who watch television.
Stations oj the
CBC Television Network
Atlantic IC< u on
CJON-TV
St. Johns Nfld.
CBHT
Halifax, N.S.
CJCB-TV
Sydney, N.S.
CKCW-TV
Moncton, N.B.
CHSJ-TV
Saint John, N.B.
Mid-Eastern Kcyion:
CBLT
Toronto, Ont.
CHEX-TV
Peterborough, Ont.
CKWS-TV
Kingston, Ont.
CBOT
Ottawa, Ont.
CBMT
Montreal. P.O.
CHCH-TV
Hamilton, Ont.
CKCO-TV
Kitchener, Ont.
CFPL-TV
London, Ont.
CKLW-TV
Windsor, Ont.
CKVR-TV
Barrie, Ont.
CKSO-TV
Sudbury, Ont.
CJIC-TV
Sault Ste. Marie. Ont.
CFPA-TV
Port Arthur, Ont.
Prairie Region:
CBWT
Winnipeg, Man.
CKX-TV
Brandon, Man.
CKCK-TV
Regina, Sask.
CFQC-TV
Saskatoon, Sask.
CHCT-TV
Calgary, Alta.
CFRN-TV
Edmonton, Alta.
Pacific* Kf'Kion:
CBUT
Vancouver, B.C.
Quebec
Region: (French)
CBFT
Montreal, P.O.
CBOFT
Ottawa, Ont.
CFCM-TV
Ouebec, P.O-
CJBR-TV
Rimouski, P.O.
The CBC welcomes the opportunity to ^ork closely v.ith advertising
agencies and their clients and to cooperate with them to the fullest possible
extent in the effective use of Canadian network telei ision, and in the creation
and production of Canadian talent programs, both French and English.
CANADIAN BROADCASTING CORPORATION
Commercial Division
354 Jarvis Street, Toronto 5. Ontario 1425 Dorchester St.. W.. Montreal. P.O.
11 AUGUST 1955
59
Canadian television facts
Set sales by areas and latest data on video outlets shown
\\ lull- Canada had 36% Iv m-i saturation by last May
figure's at right show nearly all of this was concentrated
in two provinces, Quebec and Ontario, which contained in
May all but about 270.000 sets. However, 14 stations
came on the air last season and new set sales are
expected to set a fast pace in areas other than Central
Canada. More than 75% of Canada's homes are covered
by tv signals and by now more than 50r'r of the homes in
Iv areas have tv sets. A coast-to-coast microwave
relay network is planned and is expected to be completed
sometime in 1958. It will be 3,800 miles long.
*
SET SALES VARY BY AREAS
NOVA SCOT! \
NEW BKL NSWICK
NEWFOI NDLAND
Q1 EBEC PROVINCE
TORONTO AREA
H WIILTON-NIAGAR A AREA
WINDSOR
OTTAWA AND EASTERN ONTARIO
REST OF ONTARIO
PRAIRIE PROVINCES
BRITISH COLUMBIA
TOTAL
SOURCE: BETMA of Canada, manufacturers' sales through May. 1955
NUMBER OF SETS SOLD
25,667
25,801
583
413,055
316,511
138.113
96,113
87,165
106.177
112,793
105,661
1,427.969
*
r27 STATIONS NOW ON AIR. 6 MORE EXPECTED BY END OF YEAR
City
SYDNEY, N. S.
HALIFAX, N. S.
ST. JOHN, N. B.
MONCTON, N. B.
RIMOUSKI, QUE.
QUEBEC, QUE.
MONTREAL, QUE.
MONTREAL, QUE.
OTTAWA, ONT.
OTTAWA, ONT.
PETERBOROUGH, ONT.
KINGSTON, ONT.
TORONTO, ONT.
HAMILTON, ONT.
KITCHENER, ONT.
LONDON, ONT.
WINDSOR, ONT.
SUDBURY, ONT.
SAULT STE. MARIE, ONT.
PORT ARTHUR, ONT.
WINNIPEG, MAN.
BRANDON, MAN.
SASKATOON, SASK.
REGINA, SASK.
EDMONTON, ALTA.
CALGARY, ALTA.
VANCOUVER, B. C.
ST. JOHN'S, NFLD.
CHARLOTTETOWY P.
JONQUIERE, QUE.
SHERBROOKE, QUE.
WINGH \M. ONT.
BARRIE, ONT.
LET 11 BRIDGE, ALB.
NOKTII BAY. ONT.*
TIMMINS, ONT.*
E. I.
S T A
T 1 O N
Inter-
3 ON
Class A
A 1 R
Call letters
Ch. no.
connected
1 -hr. rate
Date on a
ir
u.
s.
Rep
i.
Can. Reps.
CJCB-TV
4
no
S230
9 Oct
*54
Weed
All-Canada Tv
CBHT
3
no
$220
20 Dec
'54
CBC
CBC
CHSJ-TV
4
no
S240
23 Mar
'53
\\ eed
All-Canada Tv
CKCH-TV
2
no
$220
3 Dec
'54
Canadi
an
Stn
Repst
All-Canada Tv
CJBR-TV
3
no
$200
21 Nov
*54
Canadian
Stn
Repst
Horace N. Stovin
CFCM-TV
4
yes
$280
17 July
'54
Weed
Jos. A. Hardv
CBFT
2
yes
$800
6 Sept
'52
CBC
CBC
CBMT
6
yes
$600
10 Jan
'54
CBC
CBC
CBOT
4
yes
$320
2 June
'53
CBC
CBC
CBOFT
9
yes
$230
2 June
'53
CBC
CBC
CHEX-TV
12
yes
$220
28 Mar
'55
Weed
All-Canada Tv
CKWS-TV
11
yes
$240
9 Dec
'54
Weed
All-Canada Tv
CBLT
9
yes
S9.50
8 Sept
*52
CBC
CBC
CBCB-TV
11
yes
$400
7 June
*54
Canadian
Stn
Repst
Horace N. Stovin
CKCO-TV
13
yes
$350
1 Mar
'54
Weed
Jos. Hardy
CFPL-TV
10
yes
$370
28 Nov
•53
Weed
All-Canada Tv
CKLW.TV
9
yes
$450
16 Sept
'54
Canad
an
Stn
Repst
All-Canada Tv
CKSO-TV
5
no
$200
17 Oct
"53
Weed
\11-Canada Tv
CJIC-TV
2
no
$170
28 Nov
"54
Weed
All-Canada Tv
CFPA-TV
2
no
SI 70
26 Sept
"54
Weed
All-Canada Tv
CBHT
4
no
$320
31 May
•54
CBC
CBC
CKX-TV
5
no
$170
28 Jan
"55
Weed
All-Canada Tv
CFQC-TV
8
no
$230
5 Dec
'54
Canad
an
Stn
Repst
Radio Rep-
CKCK-TV
2
no
$235
28 July
*54
Weed
All-Canada Tv
CFBN-TV
3
no
$260
17 Oct
"54
Canad
an
Stn Repst
Radio Reps
CBCT-TV
2
no
$250
8 Oct
'54
Weed
All-Canada Tv
CBUT
2
no
$400
16 Dec
53
CBC
CBC
S T
A T 1 O N S NO
T Y E 7
ON A
1 R
CJOIV-TV
2
no
$160
15 Sept
"55
Weed
All-Canada T\
CFCY-TV
13
May
'56
Weed
All-Canada Tv
CKBS-TV
12
Fall
'55
CIILT-TV
7
1 Oct
'55
Canad
an
Stn
Reps
CK\X-TV
8
$200
1 Oct
"55
Canad
an
Sin
Reps
All-Canada Tv
CKVB-TV
3
yes
$220
1 Sept
'55
Canadi
an
Sin
RepsPj
ul Muhihill & Co
CJLH-TV
7
$160
Spring"
'56
Weed
All-Canada Tv
CKGX-TY
10
Dec
"55
CFCL-TV
6
Fall
'56
Onier Renaud
the Department of Tran
.port.
Fo
r 1 1 ttiorc pages on
r<
iifi
da see page I J 6 ►
WHAT EVERY
ADVERTISER
SHOULD KNOW^
ABOUT CANADA . . .
All-Canada provides
the best . . . the most
effective Radio-TV
Advertising Service
in Canada.
HERE'S WHY
^ All-Canada represents 30 key radio
r stations — (a combined coverage of
5,1 12,070 radio homes).
mm All-Canada represents 17 strategic
Canadian television stations — (a com-
bined coverage of 723,470 TV homes).
^f All-Canada Programs distribute the
» finest packaged radio and television
shows in Canada.
4M All-Canada offers fast, authoritative
» coverage data and Canadian market
information as a service to all clients.
ALU AX AD A^f TELEVISION
CHWK
Chilliwack
CKBI PrinceAlbert
CFJC
Kamloops
CKCK Regina
CKOV
Kelowna
CKRC Winnipeg
CKPG
Prince George
CJSH-FM Hamilton
CJAT
Trail
CJCS Stratford
CKWX
Vancouver
CKOC Hamilton
CJVI
Victoria
CKSO Sudbury
CFAC
Calgary
CFRB Toronto
CJCA
Edmonton
CFPL London
CFGP
Grande Prairie
CKLW Windsor
CJOC
Lethbridge
CFCF Montreal
CHAT
Medicine Hat
CHNS Halifax
CFNB
Fredericton
CJLS Yarmouth
CHS J
Saint John
CJCB Sydney
CFCY
Charlottetown
CJON St. John's
CJON-TV
St. John's, Nfld.
CKLW-TV Windsor
CJCB-TV
Sydney
CKNX-TV Wingham
CHSJ-TV
Saint John
CKSO-TV Sudbury
CFCY-TV
Charlottetown
CJIC-TV SaultSte.
CKWS-TV Kingston
CHEX-TV Peterborough
CHCH-TV Hamilton
CFPL-TV London
Marie
CFPA-TV Port Arthur
CKX-TV Brandon
CKCK-TV Regina
7h
CHCT-TV Calgary
<h
CJOC-TV Lethbridge
ALL-CANADA RADIO
FACILITIES LIMITED
VANCOUVER . CALGARY • WINNIPEG . MONTREAL • TORONTO
11 AUGUST 1955
61
tom the pages of the most
popular book in the world . . .
Alexandre Dumas'
mm^^^^mm^m
M
Produced for quality by
Edward Small, master
showman, of Monte Cristo
movies' fame.
•
'Timeless and boundless
in its appeal'
Andre Maurois
i p
LOOC5000C3C30I
sales
the coming idol of the TV screen
co-starring
FAITH DOMERGUE
£ romance!
I
This brand new half -hour TV series is for
advertisers who want the very best!
If your product calls for an exciting, quality,
dramatic program which appeals to every
member of the family— "The Count of Monte
Cristo" is the treasure you are seeking.
For higher sales through quality programs
4
4r adventure!
Television Programs of America, Inc.
477 MADISON AVENUE, NEW YORK • PLAZA 5-2100
CLEANING
SPONSOR: 7 Hour Cleaning & VGENCY: Direct
Laundering
CAPSULE CASE HISTORY . This laundering service of-
fered to Lunula two shirts and clean and press a suit if
a single button acre last. This "missing button" gimmick
was advertised exclusively on WFBL. tour announce-
ments a dn\ were to run six days a week for a month.
After three weeks and two days the cleaning store had
to halt their campaign as the volume of business exceeded
their capacity. The monthly cost: $450. Another shirt
finishing unit is on order which will enable them to
handle the additional business.
WFBL, Syracuse
PROGRAM: Announcements
results
CARS
SPONSOR: Pinney & Topliff AGENCY: Direct
CAPSULE CASE HISTORY: A local Dodge-Plymouth
dealer, Pinney & Topliff, liad an overstock of used cars.
The firm bought a three-day package on KXO: one hour
and 15 minutes on Thursday and Friday, broken up into
five programs, and five hours on Saturday. The dealer
himself, his sales manager and salesmen, were on the
air in a direct broadcast from the lot, but most of
the time was devoted to music. Fourteen used cars
were sold over the three-day period; usually three or
four are sold. The total sales amounted to $18,600. Total
cost of the radio advertising: S210.
KXO. El Centro, Calif.
PROGRAM: Direct broadcast
PLANTS
SPONSOR: Cedar Ave Nursery
AGENCY: Direct
CAPSULE CASE HISTORY: The Cedar Avenue Nursery
bought a five-day schedule, but had to suspend announce-
ments after three days to replenish stock. It took 25
10-second announcements over KBIF to produce what
owner Joe De Lecce describes as "without a doubt the
most successful advertising campaign I have ever had.
From this advertising 1 have had the best run of busi-
ness experienced since I have had my nursery." The
three-day campaign cost $30.
KBIF, Fresno
PROGRAM: Announcements
CRUISES
SPONSOR: Geyelin. Inc. AGENCY: Ecoff & James, Phi
CAPSULE CASE HISTORY: The client believed t.
tourist and travel section of the Sunday papers was t
accepted medium for selling ocean cruises. With eo
siderable skepticism he agreed to a campaign oj s
announcements a week on WCAL. The client's problt
was to round up 2.000 jtassengers for five Bermu<
cruises sailing late in the summer season. Within ti
weeks 1,000 inquiries were received as a result of //
advertising. They were amazed by their radio advertisi.
results. The cost: $300 per week.
WCAU, Phila.
PROGRAM: Announcemn
1
CONTRIBUTIONS
SPONSOR: Chamber of Commerce
AGENCY: DirJ
< VPS1 IK CASK HISTORY: In the spring the Fairm,
Chamber of Commerce needed $800 to send the hi
school band to the state Basketball Tournament.
Noon News I 12:15-12:30 1 KSUM asked listeners
phone their contributions into the radio station. Bej(.
the newscast was over $917 had been pledged. Anoth
$350 came in within an hour. A total of $1,297 u
pledged and the high school band got to the tournarm
in fine style.
KSUM, Fairmont, Minn.
PROGRAM: Soon Se
DRESSES
la'
Se
SPONSOR: Oslind's Shoppes AGENCY: Dir
CAPSULE CASE HISTORY: Oslind's Shoppes plan*
a sale with CFCF promotion manager T. M. Abra-
to move 2,000 dresses. Announcements went on i
air at various hours for six days. After two days ti
had to reorder another 1.000 dresses. Three complete s<
outs in five days made it necessary to stop the radio pi
motion, as no more of the dresses were available. In s<
eral of the announcements "Oslind's girl Sylvia'
mentioned as the station's contact at the store. Thousar.
of customers in the shops asked to meet "Oslind's £
Sylvia." Each announcement cost $21.00.
CFCF, Montreal PROGRAM: Announcenx
TOBACCO PLANTS
SPONSOR: Frozen Food Service AGENCY: Dir
CAPSULE CASE HISTORY: Within 50 minutes af
the first announcement on WDl'A, 244.000 tobacco pla,
had been sold by the Frozen Food Service. Ord<
210.000 more had been taken. On the next day 2
tobacco plants uere sold. Five announcements were us
during the two days — four before 6:00 a.m. on I
Virginia-Carolina Farm Hour and the fifth at 1 :30 p
on the Clyde Moody Show, a hillbilly feature. The to
cost: $16.75.
WD\A. Danville. Ya.
PROGRAM: Announcemes
:
For 3 Solid MONTHS Now . . .
LOCAL BUSINESS
Hits NEW HIGH on
KRNT, DES MOINES!
Yes — for three straight months, local
business has hit a new all-time high in dol-
lar volume and in number of accounts on
KRNT, Des Moines. Repeating — the big-
gest local weekly billings in the history of
this very successful station, regardless of
year or season, have been racked up in
the last three months. Much of this gain
was made in nighttime sales, with 66
shrewd advertisers buying nighttime radio
on KRNT.
KRNT has proved that it can sell any-
thing from aspirin to swimming pools . . .
from diamonds to cake mix. No wonder!
This is the station with the fabulous per-
sonalities that sell for you ... the station
that's the Hooper and Pulse leader in Des
Moines — morning, afternoon and eve-
ning.
22 AUGUST 1955
If you're not selling like you know you
should in Iowa, take a tip from the many
KRNT sponsors who must have cash reg-
ister results the very next day . . . put your
chips on KRNT-CBS. the BASIC BUY in
Iowa.
THE
REGISTER
UNO
TRIBUNE
STATION
KATZ HAS THE FACTS ON HOW
YOU, TOO, CAN GET THE "LOCAL SELL1
65
WA710-TV cameras help locate escapetl mental patient
Viewers of \\ NAO-TV's Summer
Scene witnessed an unexpected real-life
drama recently. The Raleigh station's
show is normally telecast in a spon-
taneous manner from the edge of the
Pullen Park swimming pool in that
city. Because it was raining, the cam-
era was kept in the studio looking out
onto the highway in front of the sta-
tion, U.S. No. 1.
The cameras picked up a man cross-
ing the highway and climbing the em-
bankment on the other side. He looked
strange to the station personnel, but
familiar to viewers at the Dix Hill
State Hospital. Soon after the "new
tv star" vanished into a clump of
bushes, a patrol car from the mental
institution arrived "on-camera." The
traditional "men in the white suits"
stepped out to pick up the patient who
had wandered from the hospital. All
of the action had been picked up by
the Summer Scene cameras.
WNAO-TV General Manager John
H. Bone commented, "This was anoth-
er example of a tv viewer rushing to
the spot to pick up just what he was
looking for, minutes after he'd seen it
on television." * * *
cine Auditorium, while disk jockey
Carl Bailey 1 010") conducts his Cat-
alina Handstand show. * * *
Department store, radio
promotion stops traffic
WAPL, Appleton. Wis., combined a
drawing contest with a department
store promotion and stopped traffic on
Appleton's busiest corner.
The contest, in which listeners were
to sketch what they thought a new
disk jockey would look like, brought
in close to 1.000 entries. Some were
so good WAPL felt they ought to be
on display in a prominent downtown
location. William H. Pifer, manager
of the H. C. Prange Company, Apple-
ton's leading department store, agreed
to the "Smiley Riley" window display,
i\ing the contest in with children's
and teenage clothes.
WAPL broadcast the event, called at-
tention to the window display, ran a
short commercial describing the mer-
chandise. * • •
Westinghouse brochure
invites continents of admen
"Hon would you have done them?"
is the theme of the brochure Westing-
house is sending to 4,000 admen
throughout the United States.
The brochure contains reprints of
what WBC considers its best ads of the
past 15 months. Each of the 13 dou-
ble-spreads is accompanied by a short
statement of WBC's particular problem
and the reasons for attacking it the
way they did.
David E. Partridge, WBC national
advertising and sales promotion man-
ager, explains the purpose of the bro-
chure as an attempt to show how WBC
solved the problem of dramatizing a
number of different phases of their op-
erations. "To the outsider an adver-
tising campaign may seem like a lot
of unrelated fireworks. But advertis-
ing people know that an ad campaign
needs unity that adds up to some-
thing."
The ads included have appeared in
the principal broadcasting and adver-
tising trade publications, in general
business magazines and in a number
of general publications. In addition
l< admen, the brochure is going to col-
lege teachers of journalism and ad-
\ertising. • • •
KBIG using mobile studio
for regular, remote shows
There seems to be a trend toward
the use of the miniature German Volks-
wagen bus for conversion into mobile
studios by radio stations. Latest one
in service is used by KBIG, Avalon.
Calif. (Catalina Island). The studio
is equipped with the latest turntables
and other disk jockey equipment. The
d.j.'s drive to various sites in Southern
California from which they proceed
to broadcast their regular shows.
I Last issue, 8 August, there was an-
other station reported to have designed
a similar rig. It is used to stir up
local interest in the music shows as
well as enable the station to have good
coverage of local events. The station
reported then was WPDQ. Jackson-
ville. Fla.)
In the photo below. KBIG s mobile
studio is in the Los Angeles Pan-Pa-
KBIG uses Volkswagen bus as mobile studio
Brieflg . . .
Not to be frustrated by time and
space, KGUL-TV arranged a helicopter
tour of their facilities when stockhold-
er Jimmy Stewart and his wife Gloria
visited the station.
The Stewarts had but two hours to
cover the station's Galveston and Hous-
ton studios, some 50 miles apart. Pres-
ident Paul Taft arranged for Stewart
to fly from the Houston studios atop
the Prudential Insurance Building past
the transmitter to the main studios in
Galveston.
Stewart proclaimed the whirlwind
tour an enjoyable way to see the
growth and expansion of the entire
Galveston-Houston area, as well as the
station.
* * *
More than one-fourth the population
of Fort Lauderdale. Fla. I 17.221 peo-
ple), helped celebrate the opening of
a bank thanks to a WGBS-TV promo-
tion.
The bank bought 21 announcements
spread over six days hailing the open-
ing and promising those attending the
opportunity to see themselves on tele-
vision. A closed-circuit telecast was
set up in the lobby. The turnout was
so large the bank ran out of soft drinks
shortly after opening. Nearby busi-
ness was also affected. Two local thea-
l Please turn to page 71)
66
SPONSOR
2
nd BIG YEAR..
RATINGS LIKE THESE
BRING QUICK RENEWAL!
Now in Production!
.30.2 In CINCINNATI
HUKKYI Here are some of the
markets already renewed!
Minneapolis
Kansas City
Dallas
Houston
Seattle
San Antonio
Toledo
Huntington
New Haven
Louisville
New Orleans
Denver
Wheeling
Dayton
Atlanta
Columbus
Oklahoma City
Des Moines
Milwaukee
PI
ISE ITS S
^ .-r«i FICTION !
1 1
^m*^z
M
1
*
:
A fresh
SHOWMANSHI
u . . . Every story basec on scientific facti
Jess dramatically demonstrated by your hosf
•>n- TRUMAN BRADLEY, famed network news
commentator and Hollywood personality.
sensational
you'll win
NEW
VIEWERS
week after
week!
^ i
ROUND-UP
i ( ontinued from page 66)
Ires showing medi • films played to
standing room onl) and restaurants
w ere jammed to capacit) .
\mi'i ican Stores < lompanj . one ol
the nation's lai gest retail 1 1 chains,
which has been sponsoring programs
on W( \l . Philadelphia foi 25 years
in entl) bought the 7:05 in 7: In a.m.
oews. I hi- means thai \mei ican
Store- has tripled it- schedule within
the last tun years from five i" 75
rams a week.
• • •
\\ T \M. Cleveland, has a captive au-
dience 369 miles awa) from their stu-
dio in the Federal Penitential*] at Terre
Haute. The acting warden i>l the 1,300-
inmate prison wrote to the station ask-
ing for a program schedule. \\T\M
sent the schedule with no puns about
"haul cell" commercials, or "the un-
seen audience.
» * »
When KTVX, Muskogee, Okla., as-
sembled its fleet of rolling stock used
in the coverage ol news in the Okla-
homa area, it included I") motor ve-
hicles plus two plane-. In the motor-
i/td section are two news cars, five
engineering vehicle-, two sales cars, a
promotion station wagon, a "remote"
truck, two prop trucks, an administra-
tion car. and a jeep-hauled circus-type
bandwagon with a calliope. The two
Navion planes are used for emergency
new- coverage and special event-.
-fc-C*
KTVX uses planes, cars to cover area news
* * »
W WT.-TY. Louisville, celebrated
the first anniversarv of their live ama-
teur boxing program last month.
Tomorrow's Champions i< telecast
each Fridav from 6:00-6:30 p.m. Safe-
tv Director of Louisville. \\ . George
Matton, congratulated the station on
the amateur boxing series. It provides
youngsters with a wholesome outlet for
their high spirited energies, he said.
i Please turn to pa^.c 107 I
Experience makes a world of difference when it comes to
quality TV production. On the air since 1948, WBEN-TV
is — by far — Buffalo's oldest TV outlet, with television
know-how that has been seven long years in the making.
Nearly every man on the WBEN-TV staff has been with
this pioneer station since it's early beginning. These skilled
veterans work in two fully equipped studios that permit
staging with unhurried care.
The fact is, WBEN-TV means Q-U-A-L-I-T-Y. And in a
field where quality is crucial, here's good news: There's no
need to settle for anything less when quality production
by WBEN-TV costs no more.
^t
&
X*
o*v
vJ*S
. v*e
>e<
*" -i °s ,o^°
,veV sV°
.*«'
CBS NETWORK
WBEN-TV
BUFFALO, N. Y.
WBIN-TV Representative
Harrington. Righter and Parsons. Inc.. New York, Chicago. San Francisco
22 AUGUST 1955
71
film shows recently made available for syndication
New or first-tv-run programs released, or shown in pilot form, since 1 Jan., 7955
Show name
Syndicator
Producer
Length
No. in series
ADVENTURE
Adventures of
Long John Silver
Adventures of
Robin Hood'
Adventures of
Scarlet Pimper-
nel
Captain Gallant
Count of Monte
Crlsto
Crunch & Des
I Spy
Jungle Jim
New Adventures
of China Smith
Passport to Danger
Rln Tin Tin'
Sheena, Queen of
the Jungle
Scldiers of
Fortune"
Tales of the
Foreign Legion
Tropic Hazard
CBS TV Film
Official
Official
TPA
TPA
NBC Film Div.
Guild
Screen Gems
NTA
ABC Film Synd.
Screen Gems
ABC Film Synd.
MCA-TV
CBS TV Film
Joe Kaufman
Sapphire Films
Towers of London
Frantel
Ed Small
Bermuda Prod.
Guild
Screen Gems
Bernard Tabakin
Hal Roach, Jr.
Screen Gems
Sharpe-Nassour
Revue
Tony Bartley
Sterling
Sterling
'Available in markets not currently bought by network adv
•Sponsored by 7-Up In 120 markets, but, many are open
30 min.
30 min
30 min
30 min
30 min.
30 min.
30 min.
30 min
30 min.
30 min.
30 min
30 min.
30 min
30 min.
IS min.
26
In production
In production
39
In production
In proJuction
In production
I (pilot)
26
39
39
26
In production
I (pilot)
In production
ertiser.
on alternate-week basis.
Show name
Syndicator
Producer
3RAMA, MTSTERV
Highway Patrol
New Orleans
Police Dept.
Paris Precinct
Police Call
Sherlock Holmes
Ziv
UM&M
UM.'.M
NTA
UM&M
Ziv
M inot
Etolle
Procter
Sheldon Reynolds
MUSIC
Bandstand Revue
Bobby Breen Show
Ina Ray Hutton
New Liberace
Show
Song Stories of
the West
Stars of the
Grand Ole Opry
Story Behind
Your Music
This Is Your
Music
KTLA
Bell
Guild
NLS
Gibraltar
Flamingo
RELIGION
Length No. in series
30 min.
In production
30 min.
26
30 min.
39
30 min.
26
30 min.
39
KTLA
30
min
6
Bell
15
min.
1 (pilot)
Guild
30
min.
In production
Guild
30
min.
In production
Althea Pardee
15
min.
13
Flamingo
30
min.
39
Randall-Song Ad
30
min
1 (pilot)
Jack Denove
30
min.
26
Hand to Heaven NTA
30 min.
COMEDY
SPORTS
The Goldbergs
Guild
Guild
30 min.
Great Glldersleeve
NBC Film Div.
NBC TV
30 min
Little Rascals
1 nterstate
Roach
10 min.
("Our Gang")
20 min.
Looney Tunes
Guild
Warner's
15 min. to
one hour
In production
I (pilot)
22—1 reel
70—2 reel
Library
Jimmy Demaret
Show
Mad Whirl
Sam Snead Show
Touchdown1
Award
NTA
RCA Programs
MCA TV
Award
Leo Seltzer
Scope Prod.
Tel-Ra
15 min.
In productlM
30 min.
52
5 min.
39
30 min.
Approx. 13
'A callable with start of fall football season. New film each week. No reruns.
DOCUMENTARY
VARIETY
Key to the City
Hollywood Tv
Prod.
Hollywood Tv
Prod.
15 min.
7
Living Past
Film Classics
Film Classics
15 min.
7
Mr. President
Stuart Reynolds
Stuart Reynolds
30 min.
3
Science In Action
TPA
Calif. Academy
of Sciences
30 min.
52
Uncommon Valor
General
Teleradio
General
Teleradio
30 min.
26
DRAMA, CENERAL
Dr. Hudson's
Secret Journal
Celebrity
Playhouse*
Confidential File
Brother Mark
His Honor.
Homer Bell
O. Henry Theatre MCA-TV
Ziv
MCA TV
Screen Gems
Guild
Guild
NBC Film Div.
Science Fiction
Theatre
Tugboat Annie
Wrong Number!
TPA
John Christian
Morgan & Solow
Screen Gems
Guild
Guild
Galahad
Gross- Krasne
Ziv
Edward H. Small
John Christian
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
•Very similar to Screen Gems' "Ford Theatre." I'llot unnecessary.
In production
None
In production
In production
In production
26
In production
In production
I (pilot)
Ziv
30 min.
In production
Eddie Cantor Ziv
Comedy Theatre*
Showtime Studio Films Studio Films 30 min. 39
•Show is sponsored by Ballantlne In 26 markets. Is aired In total of 201 markets.
WESTERNS
Buffalo Bill. Jr. CBS TV Film Flying "A"
Frontier Doctor Studio City Tv Studio City Tv
Fury
Gene Autry — Roy
Rogers
Red Ryder
Steve Donovan,
Western Marshal
TPA
MCA-TV
TPA
Republic
CBS TV Film Flying "A'
NBC Film Div. Vlbar
30 min.
In production
30 min.
39
30 min.
In production
1 hour
123
30 min.
1 (Pilot)
30 min.
39
'Available in markets nol currently bought by network advertiser.
WOMEN'S
United Feature 5 min. I (pilot)
Synd.
Balsan Produc- 30 min. In production
tions
Amy Vanderbilt NTA
Hollywood Preview Flamingo
It's Fun To Guild
Reduce
Life Can Be ABC TV Films Trans-American 15 min. 5 (pilots)
Beautiful
Guild
15 min.
72
SPONSOR
How to make
your
film programs
produce "live" picture interest
lwllK\ your film programs have the snap and realism characteristic
■"live" pick-ups, von have a client benefil thai sells it>ell and pays
> handsomely. Ii you can achieve picture qualit) which will make it
1 nil 1 1 for a television viewer t<> know whether the program coming
: i his home is "li\e"" or On film, \on re in business!
It's possible to do jusl this with good black and white films— simplj
[replacing outmoded equipment.
Sudio realism —
ghest picture quality
I V - \K-2\ Vidicon Film Camera is the
wer. This improved equipment offers
i the dimension associated with "li\e"
. iizrams. provides studio realism and
diest pieture quality. It's so life-like.
I viewer gets the impression that the
w i- being presented in the studio just
1 him! Thus, the spot advertiser is
red the psychological advantage of
t programming at the low cosl of
n. Competitively, this is your bread-
and-butter 1 »u-ini>-s and it- growth will
be measured in direct proportion to
it- effectiveness.
\ check of some of the more technical
advantages shows why the TK-21 Film
Camera is a station's best investment for
extra profits . . .
"Live" picture
sharpness
The TK-21 is the only film system with
enough signal output to use aperture
correction to bring picture detail up to
maximum sharpness (detail resolution
10095 at 350 lines) with a high signal
to noise ratio.
"Live" picture contrast
I lie \ idicon tube is ideal for film repr< ■-
duction. Ii has unexcelled contrasl range
and assures realistii de rendition
over entire picture. This mean- you can
get studio realism in your film pictures.
Edge-lighting, shading
eliminated
The RCA Vidicon operates entirel) with-
out edge-lighting, electrical shading, or
any other form of supplemental lighting.
This camera virtually run- b) itself.
&^H
(f
V ~i
i t
j^, ",,, ■
■ .
■
I sed for finesl quality reproduction of
monochrome motion picture films or
slides in a television system, the TK-21
may he mounted directly to projectors
or multiplexed.
lor complete information about the
TK-21 Vidicon Film Camera, call your
R(!\ Broadcast Sales Representative.
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION - CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
Sangamon County (WICS Channel 20
home county) ranks 58 in the nation
in GROSS CASH FARM INCOME.*
(SM, Survey of Buying Power, May 1955)
with 7 other counties of the WICS
coverage area ranking in first 171
counties, AND ITS ALSO A FACT
THAT . . . Al Pigg, WICS Farm Di-
rector, ranks top man with the farm
families of Channel 20's coverage area.
Al knows farm work and the farmers'
problems. He attends their meetings,
visits their farms — he's one of them
and they know it when Al conducts
his daily "HIGH NOON" (12 noon to
12:30) and "DOWN ON THE FARM"
(5:45 P.M. to 5:55 P.M.) shows on
Channel 20. Why not have Al sell
YOUR product?
ANOTHER BIG REASON WHY
WICS IS YOUR BEST BUY
WICS
SERVING
ILLINOIS
STATS
CAPITAL
MARKET
Channel 20
ADAM TOUNG TV CORPORATION
Ask your Adam Young rep, for complete
details and new market brochure on this
outstanding State Capital Market.
Ar,
Add iiioric mow-ins: Hollywood
studios with fall tv network tie-ups
have been making loud pleas lateh
that their programs will be "100';
entertainment." and that the\ won't be
getting a free ride for "trailers" for
non-tv films. ( See story, 8 August i .
However, the field will be watching
M-G-M Parade with considerable inter-
est. Heading Metro's tv department as
executive producer is Les Peterson, the
studio's radio-tv publicity director, for
years a master of the free air plug.
Latest additions to his staff include:
Ira Heymann. for 14 years a Metro
film editor; his assistant, Al Sarno:
associated producer Jack Atlas and
writer Ray Wander. All of these new
staffers are being transferred over
from — guess what? — Metro's trailer
department. Peterson & Co. will han-
dle the "new" film portion of the
show.
The rest of the show will be made
up of old short subjects culled from
the huge Metro library. Many have
played the theatrical circuits several
times. Yet the show has a good-sized
budget ($45,000 weekly I with General
Foods and American Tobacco carry-
ing the full load.
"For $45,000 weekly I could build
two good shows," snapped one New
^ ork independent radio-tv producer to
SPONSOR, "and forget about the free
plugs."
TvB hags client: Since early sum-
mer, the National Spot Sales depart-
ment of the TvB. headed by Ray Nel-
son, has been working closely with
the Friend-Reiss ad agency to build a
tv spot campaign for the Tov Guid-
ance Council.
The deal has just been wrapped up.
with the TvB getting credit for per-
suading another advertiser to join tv's
ranks.
The campaign will be a series of
quarter-hour films, starring Paul Win-
ched and featuring the products of
leading toy manufacturers. The sched-
ule will start on 1 November in about
m ail mm
75 markets on a budget of some $500,-
000. Acceptance from reps and sta-
tions has been virtually 100' i ■
Cartoon click: First came local live
puppet shows. Then came vintage
westerns. Now, the latest thing in lo-
cal moppet-appeal programs is a live
format built around a film cartoon
package.
A good example is the Guild Films
Looney Tunes library, once distributed
on theater circuits by Warner Broth-
ers. The big library I approximately
200 cartoons ) is sold on an unlimited
use basis to stations for a two-\ear
period. As part of the package, Guild
provides a whole kit of programing
and merchandising ideas, including
suggested formats and settings ( a live
emcee dressed as Porky Pig, a clown
in a circus, a ship captain on a schoon-
er, etc. ) for building a local show.
Delight of moppets is Guild's "Looney Tunes"
Stations have reported some high
ratings for the shows they've thus
built. In Los Angeles, for instance.
ARB gives it a 15.6 to out-pull six
competing programs including Pinky
Lee and Producer's Showcase. It gets
a 56 '"( share of audience in Cleveland,
a 61.5^ share in Houston, and so on.
Guild has available a number of
point-of-purchase and merchandising
aids with which stations and spot tv
advertisers can backstop the show. \
"mystery mask" giveaway on KMT\ .
Omaha, drew 20.000 letters in two
weeks, for instance, and a drawing
contest in New York telecasts pulled
30.000 entries. * * *
74
SPONSOR
Pulse Pounds it Home:
"Clearly Nashville's
#1TV Station'9
O. the .op 10 once-a-weo
,0 are on WSM-TV'
• _ this m a r
k shows m tnis
kct.
°f 'he top 10 mult
10 are on WSM-TV.
-weekly shows in this market
Of
the top 25 shows in this ma
rket. 23 are on WSM-TV.
V not only dominates the .,
"** -asured. bu, ^ "*« « a/, Ustening
**■ »■» 6 p.m to mi~T9 fhe m°Sf P°Pt"- ^
* Survey by The Pulse, Inc.. April, 1955
WSM-TV
Channel
h
NBC-TV Affiliate • Nashville, Tennessee
22 AUGUST 1955
CAPITAL TYPES #8
THE INSIDE DOPE
First cousin of The Unim-
peachable Source: easily-
identified by a faint
pallor. Small tipper.
Among insiders in Wash-
ington, the Word is that
you can"t go wrong on WTOP
Radio. WTOP has (1) the
largest average share
of audience (2) the most
quarter-hour wins (3)
Washington's most popular
local personalities and
(4) ten times the power
of any other radio sta-
tion. For the inside story
of what WTOP can do for
ycu, just put in a call for
Washington's top station.
WTOP RADIO
Represented by CBS Radio Spot Sales
New developments on SPONSOR stories
See: How CIO uses radio to prove "union
doesn't have horns"
ISSne: 11 January 1954, page 34
^■iliinni- Union uses network radio newscast
aunjen. as p r aid
For the third consecutive year, the CIO l through Henry J. Kauf-
man and Associates) will put $600,000 of its million-dollar budget
into sponsorship of John W . Vandercook and the I\eus, ABC Radio,
Mondays through Fridays 7:00-7:15 p.m.
The CIO executive board, under President \\ alter Reuther, author-
ized the 1955 expenditure because the news show had brought in
consistently good results. Says the CIO board:
"The results since that program began on Labor Day 1953 have
fully justified our decision. Mr. Vandercook's independent and
thoughtful commentary has established for him a well-deserved repu-
tation as a leading liberal, who fearlessly speaks out against all who
would undermine our democratic way of life.''
Since the union's purpose in sponsoring the show is entirely one
of creating good will and explaining the purposes of the CIO, the
agency explains, it was particularlj important that the "commer-
cials" be heard within the framework of an analytic news-commen-
tary program rather than anything smacking of a soap box.
Said CIO executives: "The 'commercial' portions of the program,
through which the CIO brings its message to the general public have
been received in an extremely favorable manner. All audience tests
demonstrate that this program is reaching the general public in ever
increasing numbers and acquainting it with the views and achieve-
ments of the CIO."
In the closing stages of the election campaign. CIO offered listen-
ers its "Report on Congress" showing the records of their Congress-
men and Senators on key issues. Over 6,000 requests for the book-
let were received in answer to three brief announcements on the
show. The agency considered this response particularly gratifying
since it is generally far more difficult to enlist reader interest in a
serious topic like a report on Congress rather than the usual recipe
booklet offer. • • •
CIO President Walter Reuther (right) and Vandercook talk over public relations
76
SPONSOR
few Eastman Continuous Motion Projector
siarp, bright, clean television
ctures from film— monochrome or
clor; ends faulty color registration,
siading problems and smear.
assures
CONTROL SPROCKET
GATE
NSION ROLLER
IVE SPROCKET
A o
Automatic film
shrinkage compensator
Compensation for film shrinkage is automatic — both
tor pitch of control sprocket and loi.il length ol
abjective Tension contwl, attached to linkage, actu-
ates base circle of control sprocket, moves elements
of I.mi- to adjust focal length and focus.
IMPORTANT Shift lotus for picture and sounc
emulsion (front or back) is embodied
in assembly.
Eastman Continuous Mo-
tion Projector Model 300,
mounted upon artist's con-
ception of scanner unit and
phototube pickup.
ru .Ton
OUTBOARD
MAIN BEARING BEAR'NGS
Optical system combines //1.6 lens with semi-
circular mirrors, cam-actuated to follow continuous
film advance.
Mirrors are located out of focal plane — eliminating
dust effects on the receiver.
rVhat does the new Eastman Model 300 mean to station, sponsor,
tnd home-viewer?
Because of uniform high light level, full color values are obtained
rom varying densities of color film.
Because sfuinkage compensation is automatic, film condition re-
quires little or no attention. System, in fact, is easy on all film.
Because projector is simple, sturdy and built to remarkably close
tolerances, quiet, year-after-year, trouble-free operation is assured.
For further information, consult your customary source for tele-
vision station equipment or inquire direct.
EASTMAN KODAK COMPANY
Motion Picture Film Department
Rochester 4, N. Y.
East Coast Division
342 Madison Avenue
New York 17, N. Y.
Midwest Division
137 North Wabash Avenue
Chicago 2, Illinois
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, Calif.
12 AUGUST 1955
77
it's always there to do the heavyweu
the Campana Sales Company ch
sell Ayds Reducing Candy during t\\
a 59.7% increase in sales. A
what counts most is a healthy sc\
rg (i(h)uI network radio . . .
lug. Of all the i rays to advertise,
'CBS Radio Network exclusively to
Ymest selling season. Result:
natter how you measure media,
nents of CBS Radio's Arthur Godfrey Time tipped the scales for Ayds. And of the
•s gain Campana wrote, "All in all. ice feel that you have paced the way to
'iggest year for Ayds through 1955." To assure this end, Campana has wisely
itinue on the CBS Radio Network through the heat of summer competition.
■"V
Bill Wright
Star of
"Wright with Records"
2 to 2:45 p.m. Monday-Friday
Stars Sell on
Alabama's
greatest RADIO station
Birmingham
According to the ratings, Bill Wright
is right at the top among Birming-
ham's TV personalities. Now he is
back on radio where, back in 1948,
he got his start to stardom. On this
new show of his, Bill opens with a
specially written theme song and
continues with selections he believes
"most people want to hear" and,
from the early response, Wright
must be right!
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy hearing
Represented by
John Blair &Co
Southeastern Representative:
Harry Cummings
(Continued from page 10)
less, of course, the agency man is son in-law to the sponsor.
Furthermore, the pleas that "This property has to build" are
hound to fall on unsympathetic ears hecause the building
period is so costly, these days, and a full fee has to be paid
even at the lowest point of the program's development with
no real assurance that it ever will improve.
On the other hand, this is precisely the gamble which
makes the job of buying television programs and television
time not just harrowing and harassing to that segment of
agency and advertiser which is saddled wTith the responsibil-
ity but exhilarating and rewarding as well.
Therefore, crying towels are not in order because I shall
wind up this essay with the up-beat thought that the realiza-
tion of what the medium can do when it is working for you
is what keeps people in the business and willing to take the
chances.
The above state of affairs has not only been brought home
to me and other of my contemporaries in the offices of agen-
cies and advertisers first hand. But it is made even more
apparent when we read some of the fear copy published by
competitive media in an effort to combat the effects of effec-
tive tv. The greatest example of this I know of is a recently
published newspaper page advertising a weekly magazine.
In an effort to joust with television, this ad appeals to ad-
vertisers on the grounds that "the written message is the one
that lives." The advertiser peddles its brand of boilerplate
and cheese cake by suggesting that Thomas Jefferson re-
sorted to writing to make his Declaration "calm" and "clear"
and by implication at least we are led to believe that Mr.
Jefferson had dismissed television as his means of communi-
cation because, I suppose, it didn't offer either the calmness
or clarity of print.
\\ liile this may have been the case, I don't recall the his-
tory classes I attended dwelling at any length on Mr. Jeffer-
son's media selection-. However, even if it is what took
place at Monticello I hardly think the parable applies to soap
and cigarette copv, neither of which is attempting to be
deathless prose but merely listened to and acted upon im-
mediately. To a task such as this, television despite its haz-
ards is admirablv adapted. Were Mr. Jefferson alive, I think
he'd agree.
• • •
80
SPONSOR
ARE YOU
HALF-COVERED
IN NEBRASKA?
KOLN-TV
GIVES YOU
UNDUPLICATED
COVERAGE
IN MOST OF
NEBRASKA!
VIDEODEX JULY, 1 95'5
REPORT
LINCOLN-LAND STUDY
Summary Table — Average Ratings
— % TV Homes
KOLN-TV
"Q-'
"C"
"D"
SUNDAY: 1:00— 5:00 P.M. 12.2
3.0
7.9
2.7
5:00 — 11:00 P.M. 1 9.0
7.9
9.3
3.9
MONDAY THRU FRIDAY:
1:00— 5:00 P M.
1 1.6
4.6
6.1
2.2
5:00 — 11:00 P.M.
20.3
8.5
9.3
3.3
SATURDAY: 1:00— 5:00 P.M.
16.4
4.2
5.5
2.4
5:00—11:00 P.M. 1 19.1
9.7
8.6
3.6
TOTAL: 1 :00— 5:00 P.M. ' 12.3
4.6
6.2
2.4
5:00—11:00 P.M. 19.9
1
8.5
9.2
3.4
.JT/t<> .'hffi SPiaiumb
WKZO — KALAMAZOO
WKZO-TV — GRANO RAPIDS-KALAMAZCO
WJEF — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZCO
KOLN-TV — LINCOLN. NEBRASKA
Atsoci«T*d w'rhS
WMBD — PEORIA. ILLINOIS
22 AUGUST 1955
lOU'RE HALF NAKED l\ NEBRASKA COVERAGE
IF YOU DON'T REACH LINCOLN-LAND 12 counties
with 200.000 families — 125,000 nnduplicated by anj other
station. \ ideodex proves that KOI. VIA jiets {K\Ari more
afternoon LINCOLN-LAND viewers than the next station —
116.3% more nighttime viewers!
°">.!?rf of LINCOLN-LAND is outside the Grade B area
of Omaha. This market is farther removed from Omaha
than South Bend from Fort Wayne, Hartford from Provi-
dence or >yraense from Rochester.
Let Avery-Knodel give you all the fact- on KOLN-TV -
the official CBS-ABC outlet for Southern Nebraska and
Northern Kansas.
CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA
KOLN-TV
COVERS LINCOLN-LAND — NEBRASKA'S OTHER BIG MARKET
\\eiy-Knotlel. Inc.. Exclusive National Representatives
81
a forum on questions of current interest
to air advertisers and their agencies
Does the \ lit I Si television eode need more teeth
MOST TROUBLE LOCAL
By Edwin R. Rooney, Jr.
Producer-Director
Ruthrauff & Ryan. Inc.
There are actual-
ly two parts to
this question: (1)
Are the regula-
tions strict
enough? (2) Is
the enforcement
power adequate?
First off, the
regulations as set
forth in the code are certainly compre-
hensive and adequate. In effect, they
define what is not good taste. So
actually, it is up to the networks and
stations as to what goes out over the
air. Responsibility also rests with pro-
ducers, agencies, and sponsors.
Having worked with network con-
tinuity clearance on many occasions, I
know how conscientiously and con-
structively these gentlemen labor to
keep the air waves clean. It is at the
local level that most of the trouble
occurs. Behind this is often just out-
and-out carelessness, lack of proper
management supervision, or the root
of all evil, money. Time and again
stations will take overly long or offen-
sive commercials because revenue
makes the wheels go round. If sponsors
and agencies involved in this type of
operation would own up to their
responsibilities, it wouldn't happen —
but nevertheless, the station is the one
who can accept or reject.
Aside from commercials, there is a
very real problem in regulating pro-
gram content — particularly where
arbitrary censorship destroys dramatic
\ alues or robs documentaries of the
whole truth. If the code is too strict
in this category, we will end up with
the old Hollywood standard of medi-
ocrity. Recently we have had a number
of network productions which have
treated touchy subjects with maturity
and good taste. There is no sensation
involved when situations are handled
with honesty and are placed in the
proper perspective.
When we come to the enforcement
of regulations, it's rather a bare gum
policing. The worst that can happen
to a station under the code is suspen-
sion or revocation of the NARTB sub-
scription— and this happens after the
fact. It won't put the station off the
air by any means but results only in
the black eye of adverse publicity. A
much more powerful check on stations
is the continuing pressure of public
opinion and the critical efforts of
many capable broadcast newspaper
columnists. Monitoring all stations is
obviously out of the question. Impos-
ing heavier penalties is a possibility.
But realistically we will have to depend
on the growing maturity and respon-
sibility of station management.
NO POLICING NEEDED
By Don Blauhut
Radio-Tv Director
Edward Kletter Assoc. IS. Y.
Why? Is it obvi-
ous to the net-
works and the
home audience
that advertisers
have become
/j^k abusive ol this
s^gf^^B self-controlling
^A jM :ode? Are we pre-
IJj senting programs
or commercials in bad taste . . . allow-
ing licentious acts to be portrayed as
innocence? And, at the same time, are
we taking advantage of excessive com-
mercial time?
As the code now stands it is essen-
tially basic and sound. As situations
arise, naturally modifications can
occur. Like anything else, "we can
always do better."
However, if you mean by "teeth"
— should we have some form of
policing action? Then I say no. A
method of guidance, "yes" — a police-
man, "no."
No advertiser wants to create a sale
under the stigma that he is creating
something unpalatable to his viewing
audience. It would be ludicrous for
an advertiser to expect to sell his
product by creating "resistance." One
of his primary jobs is to create "accept-
ance." No one, to my knowledge,
deliberately goes out of his way (in
trying to create a sale I to be in bad
taste and to be rejected by the audi-
ence. Remember, advertisers, too, have
morals. So the answer here is very
simple.
There are instances, however, of bad
taste. But these are the exception
rather than the rule. These attempts
to become overly aggressive are soon
controlled by the network and the
advertisers themselves. However, it
can become just as dangerous to be
so "middle of the road" in our think-
ing that we become lethargic and
naive: producing sameness, creating
dullness and accepting ennui.
When an advertiser is pa\ ing $50,-
000 or $75,000 a week for a half-hour
program and is trying to uphold the
standards set forth in the NARTB
Code, it is not unusual to receive the
Mondav morning phone call from the
broadcaster, who reports, "\ ou were
eight seconds over last night."
Bravo, then, to the advertiser who.
when selling a headache compound,
has on his 30-minute program, 12
minutes of straight commercial hard-
sell pitch, and the remaining 18
minutes devoted to suggestive burlesque
acts, a nude chorus line and a bump
and grind artist. If this ever gets on
the air. perhaps, then, we will need
more "teeth" in the tv code.
82
SPONSOR
CODE FLAGRANTLY VIOLATED
liv Jny Vei*Ofl Tuck
Rutin)- 1 1 Columnist
V«M I <>rA /'<>-». V > .
More teeth? ^ ou
me. in some teeth.
Here in New
\ ..rk. the Better
Business Bureau
;lllil tile- law en-
ion ement agen -
iea have been
biting l>i oad •
Ml a-lei- .mil some
advertisers toi commercials thai were
worse than in bad taste, but I have
yet i<> see a toothmark on the pants
of an) broadcaster that was left there
b) the \ VIM 15.
I he code provisions aovernin e
length of commercials are violated
frequent!) and flagrantly. To begin
n iili. it i- standard network practJi e
to allot advertisers 10 ""free" seconds
at the beginning <>f a program for a
billboard. The code doesn'l sa) any-
thing about a free 10 seconds; it just
lays down its limits.
On and <>IT in recent months, I've
bold a stopwatch on commercials. The
network- -a\ their continuity accept-
ance departments trv to keep sponsors
within bounds, but in practice mam
programs violate the limits ever) single
week. The George Gobel Show corn-
menials, as just one example, ran con-
sistent!) over three and a half minutes.
There i- also frequent and flagrant
violation in the business of background
signs, which are supposed to be visible
onl) for "fleeting and not too frequent"
glimpses.
I h.ir is scarce!) a moment on The
$64,000 Question when the sponsor-
name is not painfully obtrusive. Such
programs as What's My Line? and
Down ) ou Go do not -how the signs
for quite as much time, but would be
hard to surpass in obtrusive vulgarit)
when the) do show them.
To pretend that the code is enforced
in these area- i- hypocrisy. The viola-
tions are an irritation to viewers and
unfair to those advertisers who exercise
decent restraint.
The code should he either enforced
or dropped. The British will limit
their commercials b) legal regulation
far tougher than the N \I\TB code pre-
tends to be. Continued code violation
could invite the same thing here.
I Please turn to page 1 < >l2 >
22 AUGUST 1955
wbns-tv
test market station
^1<j^SS^
It takes wbnS-tV to give you the true,
complete picture of product testing in
Columbus, Ohio.
The nation's leading advertisers have found
WbnS-tv'S showmanship facilities, backed
by valuable merchandising and promotion,
a guarantee for successful test campaigns. A
wide range of products, from appetizers to
zippers, finds a reliable consumer demand in
WbllS-tV'S rich industrial, agricultural and
metropolitan area.
wbns-tv
COLUMBUS, OHIO
CHANNEL 10
CBS-TV NETWORK — A/Waled uilh Cctvmhut
Dupaich and UBSS AM • General Sates Office:
33 S ■:>■ High Si.
REPRESENTED BY BLAIR TV
83
SALES
STORV
j. Devote
otK6
fulltime^Operation
Good Proqrams
a** SALES / «
DEC JAN FEB MAR
WjHP-W
agency profile
Walter Craig
V.p. in charge of radio-tv
Norman, Craig & Kummel, New York
JACKSONV/UE,
F LOR /DA
"It's not merely the big money, it's the people." said Walter Craig.
Norman, Craig & Kummel's radio-tv v.p., referring to the stakes in
The $64,000 Question. "When they see the cop with his five kids
trying for something they get interested in his fortune."
Twenty-four hours after the first mention of Revlon's new Living
Lipsticks, sales had jumped 50-200^e. "Remember, if it doesn't sell,
it's not good," Craig recapped for SPONSOR. "Of course, it doesn't
have to be bad entertainment to be good sell."
It's a philosophy that Craig's been applying to Norman, Craig &
Kummel clients since the start of the year, with the result that the
agency now bills over $11 million in tv, "from a dead start in
January."
Craig's a dapper Madison Avenueite who lives and breathes show
business. Says he about his only child, a seven-and-a-half year old
girl: "She uses the right words in the right places, and she's learned
her vocabulary from tv."
Craig has his own theory about getting that all-important network
tv slot. As he figures it, the radio-tv brass took over media a long
time ago. A few years ago, he recalls, just before tv broke, radio
in some big companies, took 75% of the budget.
"In between, till tv grew to that point, the media department took
over," he explains. "But in a successful agency, the key today is
the tv department."
"At 4A's meetings, while I was at Benton & Bowles, I used to
scream about agencies letting the networks take over production. I
think it's wrong, because America's entertainment is being selected
today by three men: the program directors of the three networks.
The reason for it was that to try something on tv is a very costlj
proposition and the advertiser, generally without tv knowledge, was
always afraid to risk it. God knows, the agency can't afford to. The
networks got the programing pie by default."
His solution: The way The $64,000 Question developed. "Lou
Cowan brought us the idea, and I locked myself and some of the
boys into a conference room from 9:00 a.m. until 3:00 a.m.. with
the idea on paper. 1 said. "No one leaves till it's signed." and so we
worked the bugs out of it.
Because of the show's success, Revlon's putting $500,000 into a
")2-\\c('k radio simulcast. * * *
SPONSOR
WDAY-TV
WINS BY A
KNOCKOUT!
OOI'FRS show that in Metropolitan Fargo,
WDAY-TV wins all audience-preference honors,
hands down. Actually, five to six times as many
Fargo-Moorhead families tune to WDAY-TV, as
to the next station!
Look at the TV sets-in-use 65c/f at night!
But Metropolitan Fargo is really just a small
portion of the story. V» DAY-TV is the preferreil
station throughout the rich Red River Valley
one of agricultural America's heavily-saturated
t<l<\ i-inn markets. \>k Free & Peter-!
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
FREE & PETERS. INC.
Exclusive National Representatives
1
HOOPER TELEVISION AUDIENCE INDEX
Forgo, N. D. - Moorhead, Minn. — Nov., 1954
AFTERNOON (Mon. thru Fri.)
12 noon — 5 p.m.
TV-SETS-
In-Use
Share of
Television Audience
WDAY-TV Slal.on B
28
86
14
5 p.m. — 6:30 p.m.
48
88
13
EVENING ISun. thru Sot.)
6 p.m. — 12 midnight
65
85* 17*
('Adjusted to compensate for fact stations
were not telecasting all hours)
, 7.
22 AUGUST 1955
85
for low cost — area coverage
you can get on top of
3 MAJOR MARKETS in 5 STATES
with . . .
WMGTch»mnel19
ON TOP OF MT. GREYLOCK, MASSACHUSETTS
3700 FEET ABOVE SEA LEVEL
Here is a station for the buyer who has to
s-t-r-e-t-c-h his TV dollar to the utmost and yet
get solid coverage. WMGT is on top of famous
Mt. Greylock — 3,700 feet above sea level.
Everywhere you look you see people — 355,720
TV families — with money to spend! Albany
and the Hudson Valley, Berkshire Hills and
Springfield and the Connecticut Valley are all
effectively covered by the high and mighty
WMGT transmitter. No other station can cover
these 3 MAJOR markets in 5 states at such a
low cost. Alert advertisers are discovering
WMGT is the key link in their national mer-
chandising plans.
TOP TRANSMITTING SITE GIVES TOP AREA COVERAGE
(
GREYLOCK BROADCASTING CO.
8 Bank Row • Pittsfield, Massachusetts
Represented by THE WALKER COMPANY
v.
Want to know more?
WRITE TODAY FOR MARKET DATA FOLDER
AFFILIATED WITH A.B.C. and DuMont TV NETWORKS
86
SPONSOR
i.
1955
TV COMPARAGRAPH OF NETWORK PF
MONDAY
TUESDAY
WEDNESDAY
est Fdi: DF8
« 10 15-30
5- TONY L
HMt
m-f 11-11
91NY L*
K.llOfi,
eerV
Ptlliburr Mill*
lM Bur nit ft
ler Prodi
Htlm
lrl«U-Myrt.Y4R
prorrmmlDi |_eo
Uu 161 M
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(♦NT B-f L
•ltd UJO-45
Lnvr of Lit*
B™B-T*"
PfcGl
It'*
B-B-T
mm)
Tenneiae* Ernie
reith.r Yew
N*it
CoI(He-Pelmollte
Valiant Lady
0*6. K*-*R
Guiding Light
Otmttwi
Hut
Polfelo -Palnleillre
alt d 11J0-4I
. — * Ja'« P**r Show
NO network jj-y m-f L. No networ
lat\t Pear Show
Weltome
Traveler*
PAG: nrell.
Robert Q Lewie
Com Prodi Ref
I4NT I*
It Pays to bo
Proctor AGamblo
sih*
Plllibury
LB 4hr
Madarn Remance*
S)lrmt*-PaJmollTa
100NT IP alt d L
HluiUi tM. 000
No network NT
Rnme Pra No neiwt
On Your Aennint
I Win Elllottl
PAG: tide, prell
Benton & Bowie*
Pinky La*
Mow
ISHj m-r L
traod
Howdy Doody
TJNT 4«L
Bryan Houston
SSCB 8:30-4
Brighter Dear
PAO
Barker Bill'*
Cartooni S-S1S
Gen mi« iug Jet*
TINY w.f 9
Eaty *4hr MOOO.
SS Co
Bat*. %br f 18M
It Pay* t
ProrteriGamble
'Zistus:, »° ™™»
Mr. Sweeney
44NT won) 1
JWT
ii Romance*
a>1naw-P*lmollT»
Bryan HoutbMt
Pinky Lee
H« m-f
Partlc: Gen Fdt
Inil jell-o
John in & Johnsn
tOGRAMS
THURSDAY
PiMibun uiin
ii-. u, 11 11-3H
Lm 6urn.II
40Vtr L
.imultthrMTO*
Daytime 22 August 1955
FRIDAY I SATURDAY
% bi 1103*
amy "•*■•
Dins Dons Sthwl
Wwln it H»mr
I ,,l,„c. l-1-.r..l.i
-.1 ■ U!
!■.,.>. (BIN
*f Lit*
B B-l
' lOTf
fl.fj 7
pnwrimlDi Futhor YOW
Col(»l*-P«ln>olln
.ii i IlJt-U
B. J. RaynolOj:
L No ooioort
Yl'*Vb"u> 116-10
', hi MOM
Art LlnkUttir
BJHj"' *L
LB ui.tti l:>0-4l
Plllrtiun mix
mill 1 40-S
in \t nr M.OM
KT m-f U
(l.n.r»l !
41 H» Jl!
k>lItU-F»J«OjlT»
*tir M«m
Bit Plyoft
Control Ulllt:
•thoolloo. kll
BINT F
OFS tie.ooa
No
UitU lorriny
Ciw.ru
InNY L
Mcf inn-
profruolnj flftbt '
TAG lid,. prcn
BialM i BMlM
Jl
'Mli
Boot
tt Lot*
lenj Co
W Orr
World of
Mr Sweonoy
NY i
FnlMnfT BroWlOC
Howdy Doody
MUhtt 5:30-45
IcUBb; H.H-. w<
■4b.'».«
HAPPENS EVERY YEAR!
■ { & "tiU^# Toj>eka, \ComAoa
See Your
Free & Peters
Colonel Now
* Sales Managemen
1955
Basic Affiliate
During 1954 Over 115,500* Persons
(equivalent to the entire City of
Topeka, Kansas) Moved to, and
Became Permanent Residents, of
Fabulous South Florida.
THIS MARKET NOW CONTAINS 1,185,200 PEOPLE
For your best sales results use
WTVJ, Channel 4, MIAMI . . .
The only TV station giving complete
coverage of the entire market.
MIAMI M
ON *
FLORIDA'S FIRST TELEVISION STATION
100,000 Watts Power — 1.000 ft. Tower
22 AUGUST 1955
93
WATTS IN
AMARILLO
Greater
Coverage of the
Fabulous
Panhandle of
TEXAS and
Tri-State Area
1010 KC
REP: FORJOE AND COMPANY
Affiliated with tht
MUTUAL BROADCASTING SYSTEM
94
{Continued from page 34 J
is a stanza called Wanted, wherein participants in actual
unsolved criminal cases of note are the cast of the show,
The pilot episode, I'm told, dealt with the Arnold Schuster
murder, and hefore it was completed, a number of people
involved in producing the show were threatened with the same
fate which befell Schuster. Seems some of the irate still-
suspects, approached to appear before the Wanted cam-
eras, not only refused but made violent promises about what
they would do if the CBS crew didn't lay off.
This situation, it seems to me, demonstrates as graphically
as any, that the golden programing era I'm discussing here
involves not only staggering sums of money where warranted,
but whatever else it takes in the way of ingenuity, courage
and small amounts of sheer insanity. (Would you take on
the Wanted production, or direction job? )
In the children's field, substantially sparked by Walt Dis-
ney's blockbuster entry into the medium, powerful new pro-
gram efforts are also being and will continue to be made. I
don't know how many tens, if not hundreds of thousands of
dollars, Roger Muir and his NBC crew have spent and are
planning to spend on Hoivdy Doody, and to a lesser extent
on Pinky Lee. But it's substantial. And I do know that CBS,
in trying to come up with a one hour children's strip for the
8 to 9 morning spot, Monday through Friday, has alreadv
spent better than $50,000 producing pilot TVRs for the
inspection of the brass and prospective buyers. Frank Luther,
the daddy of all kid entertainers, who has sold more than
65,000.000 Decca records, turned in a kine of a show called
Frank Luther's Wonderful Island: Martin Stone and com-
pany are completing an elaborate "real child's world" T\ I!:
Bob Keeshan. ABC's Mr. Tinker, turned one in; as did
Sheriff Bob Dixon.
Nothing points up, as does this situation, how far the net-
works are going these days to invest in pre-air testing of
formats and ideas. And this condition is substantially true of
virtually each program category.
And a fellow would need two or three more columns to
talk about the golden era of new programing coming up on j
tv film. What it all adds up to, at any rate, is that tv must
inevitably win new and larger audiences than ever before,
which should make you fellows who pay the bills happy
people.
• • •
SPONSOR
More People — More Retail Sales. These are the important results
of WFAA-TV's upcoming coverage increase." From the tip of Texas'
tallest structure, 1685 feet above average terrain, Channel 8's 316,000-
watt signal will create new "A" and "B" contours which include:
1. MORE PEOPLE — a population increase of more than one-third
million over the present "A" and "B";
2. MORE RETAIL SALES — a whopping gain of nearly one -hall
billion dollars annually;
3. THREE recognized metropolitan areas — Dallas, Ft. Worth and
Waco.
As Egbert, the Chanel 8 Electron, says: Business Looks Great — for sponsors who
use WFAA-TV to cover one of the nation's top dozen markets in one easy operation.
Torgel Dale: October, 1955
'. uwONS.
Station Monager
EDWARD PETRY & CO..
Notional Rec-*-.* -
Televiiion Service ot the
DoHot Morning Newt
WIN THIS 2 UNCI
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PUSS N BOOTS
[Continued from page 47)
lead, Mr. Jolly, about to marry his
lady fair, Paulina Truebell. The audi-
ence was asked to voice its approval
or disapproval of the contemplated
marriage. The only inducement of-
fered was a picture of the cast. Seven
announcements were made on succes-
sive shows.
The letters poured in, over 10,000
of them. So unexpected was this re-
sponse that neither agency nor network
was really prepared to handle it. What
makes the mail-pull even more out-
standing, according to NBC, is the fact
that the program was carried on only
84 stations, including sustainers.
The test network: Of the total NBC
lineup carrying the program, only 31
were on the Puss 'n Boots list.
Coverage was spotted to tie in with
Puss 'n Boots marketing needs. All
of the West Coast was hit, through
N BC's Pacific Coast Network. WMAQ.
Chicago, carried the ball for part of
the Midwest, while individually select-
ed stations covered New England and
portions of the East, including Phila-
delphia, New York and Baltimore.
NBC Radio Sales Manager Fred
Horton explains that this was possible
to arrange on a network basis for two
reasons: (1) no extra line charges
were involved, since the standard net-
work lines were used; (2 1 the 75' <
minimum rule of NBC Radio need not
apply in non-option time. The 5:30
period falls in a mixed period, says
Horton. and includes non-option time
in the East, some option time as you
go West. Horton points out that any
ad\ertiser can take advantage of a sim-
ilar setup, if he is willing to trv to
clear time in non-option periods. NBC
Radio will yvork with clients in devel-
oping unorthodox network patterns in
such periods, provided they are thought
of primarily as first steps toward ulti-
mate regular network use. (For pres-
ent selling provisions on all four radio
networks see "Do you know all the
ways you can buy net radio?'" spon-
sor, 8 August.)
Economy: How small the program in-
vestment can be on national radio i?
shown by the $1,800 Coast Fisherie-
lays out yveekly for production. Thi-
is the client's share of the weekly pro-
duction nut for five programs. M!<
I. \<>ir stations on air*
OITY 4 STATE
CALL
LETTERS
CHANNEL
NO.
ON-AIR
DATE
ERP (kw)'
Visual
Antenna
(ft)*"
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGE* P
BLUEFIELD, W. VA.
WHIS-TV
29 July 50.1 1,225
None
KIFA Daily Telegraph Printing
r,r** Jim H. Shctt. pris & ....
ff. \ew applications
CITY &. STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)'
Visual
Antenna
(ft) —
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT, AM AFF'
CHEBOYGAN, MICH.
18 July 1.3
281 $ 84,730 $30,000
None
R. E. Hunt, d b as Straits E
(owns WCBY. Cheboygan
owns 80°o of WITW. Piqui I
LAUREL, MISS. 7
HAYES CENTER, NEBR. 8
18 July 100.4
11 July 28.4
472 $192,000 $90,000 None
707 $188,166 $24,000 None
S. A. Rosenbaum & Wn. S
d b as Laurel Tv C»
Bi -States Co.'-
F. Wayne Brewster, pres
C. E. Freas Jr. vp
ELMIRA, N. Y.-
18
18 July 15.1
700 $ 95,579 $30,000
None
Central NY Bcstg Corp
E. R. Vadeboncoeur. pres
17. .S, xtntinnx on a\T
422
Mnrkpt* rmierpd
f . ft. tv sets M July '551
253§
36.477.0005
•Both new c.p.'s and stations going on the air listed here are those which ocru
1 August and 15 August or on which information could be obtained in that period.
considered to be on the air when commercial operation starts. ••Effective radiated
power usually is one- half the visual power. •••Antenna height above average
above ground), tlnformation on the number of sets in markets where not designs
from XEC Research, consists of estimates from the stations or reps and must be d«
mate. §Daia from NBC Research and Planning. 'In most cases, the representaun
station which is granted a c.p. also represents the new tv operation. Since it If
generally too early to confirm tv representatives of most grantees. SPONSOR lifts
the radio stations in this column (when a radio station has been given the tv grir
figures available at presstime on sets in market. iRi-States also operates KHOI. '
Nebr.. from which all programs of proposed satellite station will origlntU
will broadcast programs of WSYH TV. Syracuse.
i ■
a
98
SPONSOR
Kadin carries tin- show sustaining or
[uesdays and rhursdays. lime costs
lasl season came to about 14,100 week-
K aftei discount.
The ' ontrai I allows NBC Radio t"
§eek other, non-competitive, sponsor-
ship in those areas nol utilized b)
-i I ishei ies. Bui so far no other
clients have shown up. "Mill \\\( Ra-
dio i- interested in can \ ing the pi o-
nam on Tuesdaj and I hursda) . e\ en
ii nol sponsored, 90 as to provide con-
tinuity foi thf five-time-a-week show,
which redounds lo the benefit ol the
advertiser in the long run. Coasl Fish-
eries will -tii k lu the three-time-a-week
schedule in the fall.
The show: Hotel For Pets \> one of
those programs vou either cotton to
strongl) or not at all. The agenc) re-
ports that while some listeners appear
to take ilu' show very seriously, others
seem to be aware ol it > basic light-
fantas) approach. It definitely has a
Bavor all of its own, which is suggested
i-i these excerpts from a typical script
by Bob Cennendella of NBC Radio.
/ N VCR: Tin* time has finally ar-
ri\fd for (lie wedding of Mr. Jolly and
I aulina. . . .
I In- pets 1 1 . i \ e taken it upon them-
selves tO :-'o In the i linn h and wait foi
glimpses ol the bride and gi .1-
the) entei and leave. Jn-i now the
nihil pets have strolled off, and Lord
Byron the English Bull Dog, and Sere-
na the cat, are left talking to ea< :>
other. . . .
i\ll SIC: Ti: \NS\ I ION TO \M\I \l.
SP1 ECH, THEN I NDER)
SER1 \ I. Meow.
LORD BYROh : What was thai Ser-
ena?
SEREh /: Nothing Lord Byron. !
was just meowing . , . nerves, I guess.
LORD Ii) ROA : Bui whj should you
be nervous. Serena, i" mi aren'l get-
ting married, Cats don't get married.
SFRF\ I: I know . . . but wouldn'l
it be nice if we did.
LORD BYROh : It isn't necessar)
with pets. We prove our love and
loyalty in other ways.
SERE1\ /: Yes, but I do love to hear
the church organ pla\ . It makes uur
purr. There's such a nice sound to 'I.
LORD BYRON: Then purr, b) al
ns . . . don t meow.
\i;< . Btaffei I red \\ eihe dire to.
Vgencj tv-radio head I in id E. I hii -
-ton prmlui es.
( oiMiiicrcidl <i|>|iro«i«'fi: | ,,, man)
j eai - the Puss n Boots campai
ha\ e been \ isuall) t on< eived. It h as
believed essentia] to •>/<"» .1 he dth) .
beautiful 1 at. Magazines In \ e thus
been the iiadiiion.il backbone of the
firm- advertising. Television is con-
sidered important lor this reason.
( "i-i I i-Ihi ies was happ) with its
I lai rowa) 1 ide last season.
Despite the loss ol \ isual abS antagee
on radio, the • ommen ial impa< t ol
the aural medium i- ■ onsidered -iron-.
Vgenc) researchei fa< k Mine outlines
the Puss n Boots commercial approach
on Hotel For Bets.
1 . I he pet owner i- presumed to be
affected b) a dramatization of some-
thing that i- of benefil to hei pet
2. It i- not enough to -In-- th<-
cat's preference for the product, Bince
you assume the animal likes what it
i- being current!) fed an) wa) .
'■'>. Women tr\ to feed their pets a
1 Please turn to page 102 1
Strong pull
e^»*^b^
• • • keeps viewers tuned to
KMJ-TV
FRESNO, CALIFORNIA . CHANNEL 24
NBC affiliate
the San Joaquin Valley's
FIRST TV station in . . .
POWER now 447,000 watts.
RECEPTION Pacific Coast Measurement Bureau
Survey (Oct. '54) shows KMJ-TV re-
ception "most satisfactory" in area.
RATINGS KMJ-TV carries 24 out of the 35 top-
rated nighttime programs in the
Fresno area ( ARB report, March '55) .
COLOR KMJ-TV was the first local station
equipped to transmit network color
shows and has presented them on a
regularly scheduled basis.
Paul H. Raymer, National Representative
22 AUGUST 1955
99
MEET THE BIG*
OVER WB
*
Meet News Director Ron macleish! He's the galli-
vanting globe-trotter who literally covers the news
for WBZ-fWBZA. He analyzes it. Reports it. With
clarity, color and completeness. Among his many
exclusives: Interviews with Adenauer, McCarthy,
many others! Articles and stories published in Satur-
day Evening Post, American, Red Book, Family Cir-
cle. Monday-Friday, 12:05-12:15 p.m.
Meet LEO EGAN! New England's number-om le
man, according to Nielsen! Most often :
WBZ's News Wagon, equipped with mob
and tape-recorder to scoop the news exactlyVl
and when it happens. At the Charlestown m
riot, for instance, Egan scored his usual Jj
Monday-Saturday, 7:30-7:45, 8:00-8:05, 8:3
8:55-9:00 A.M.
Now you know them. You know the men who make the news more
wire service copy over WBZ-fWBZA. These Big 4 are reporters
Their own eye-views, objective interpretations and presentations keepl
New England on its ear. Families by the hundreds of thousands foil!
station that keeps them dramatically up-to-date.
If you want to give your products a newsworthy pitch, do it dram; ic-
on WBZ+WBZA. Talk to lull Williamson, Sales Manager, at ALgonquin 5
Or call Eldon Campbell, WBC National Sales Manager, Ml'rray Hill 1
New York.
L
JEHIND THE BIG
"BZA RADIO!
ikiiiiK mi \ri! Veteran WBZ WBZA news
rned for on-the-spol descriptions and dynami<
ws with people who make the news, typical
taking bulletins: taped interview with com-
u ol an Alaskan aii base when Russian MIG's
iwn an American patrol plane ofl Uaskan
Monday-Friday, 6-6:05 p.m., 7-7:05 p.m., 11
5 p.m.. and 1 1 :55 to 12:00 p.m.
Meet arch macdonald! Outstanding broadcaster
recently cited for "personality, diction, adaptability,
voice, and versatility," won the d Davis
Memorial Announcer's Award. Famous program
pioneer and ad-lib reporter par excellence. Monday-
Friday, from 9:25-9:30 a.m.. 1:00-1:05 P.M., 2:00-
2:05 p.m.
WBZ WBZA Boston-Springfield
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON WBZ-WBZA
PHILADELPHIA KYW
PITTSBURGH KDKA
FORT WAYNE WOWO
PORTLAND KEX
TELEVISION
BOSTON WBZ-TV
PHILADELPHIA WPTZ
PITTSBURGH KDKA-TV
SAN FRANCISCO KPIX
KPIX BE"RESE\TEO Bv t
All other v\bc oe»resenied b> Free: a Peters isc
J 1000 WATlif
( zl
w-PAL
of Charleston
South Carolina
"Summer Radio Stations . . .
and Summer Not! w-PAL is
a summer radio station. By
that we mean we take pride in
doing a selling job for our cli-
ents all year long — including
the summer. Our clients know
this, and the majority of them
are year 'round residents with
us! To reach the lush negro
market in Coastal Carolina,
you really need w-PAL! This
'little doggy station' can really
'put on the dog' for you!"
Forjoe & Company
now
in
latest
Hooper
ratings
March-April
1955
proof positive
WCUE
FIRST
AKRON
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
yN CUQ . . . Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
PUSS 'N BOOTS
{Continued from page 99)
balanced diet, and they have their own
checkpoints — pep, coat, appearance,
contentment and so forth.
4. Women are interested in the
techniques of nutrition generally.
For these reasons, the Puss n Boots
commercials usually start with a list-
ing of benefits and follow with nutri-
tion information. The product pitch
is essentially that Puss n Boots is
made of whole fish.
Coast Fisheries claims that its cat
food is the number one in national
distribution, that it does more business
than all its competitors combined.
• • •
102
SPONSOR ASKS
{Continued from page 83)
PUBLIC IS FINAL JURY
By W illiam P. Warwick
Director of Tv and Radio
Warwick & Legler, IS. Y.
The television
code is a thor-
ough set of stand-
ards designed by
the industry to
inspire greater
appreciation of
its programs by
the public and to
forestall or elimi-
nate altogether any direct censorship
supervision by federal agencies. The
"biting action to make the code more
effective must come from two sets of
teeth.
First, responsible advertisers, ad-
vertising agencies, networks and sta-
tions must maintain moral interest in
enforcing code requirements. This
means complete familiarity and agree-
ment with contents of code.
The second set of teeth belong to the
viewing public who after all, constitute
the final jury and must be encouraged
to protect the privacy of their living
rooms by pointing out violations of
commercial excesses and bad taste.
The code is not so much a set of
rules as a description of fair play and
as long as good remains a matter of
individual conscience, there will be
violators who will take advantage of
the good intentions of their competi-
tors.
So let's ask the "jury"' to put the
"bite" on those who make mistakes.
• • *
SPONSOR
P
i
NCLE COMMERCIALS
ontinued from page I I :
Eight years ago the catch) refrain
I he values u'<> up, up, up," hit the
rwaves in New ^ ork, and Robert
.ill began a swift climb on a "low
^erhead" spiel thai has made it a na-
..ii.il t-ompam with retail outlets
iroughout the country. I he lyrics
ive remained untouched, but the ar-
ingements arc altered frequently.
In addition, Robert Hall has its
_;en»'\. Frank Sawdon, Inc., create
riiil,--. for the numerous special occa-
mi- retail operations find so helpful
1 building sales. \ full-time jingle
liter. Jack Wilshire, is retained for
us purpose.
In November, the time-tested jingle
isappears temporarih while the sec-
iid Robert Hall perennial makes il-
,vo-month debut. It begins: "I'm do-
lg m) Christmas shopping at Hubert
iall this \ear." This contrasts beauti-
jllv with the hard-hitting year-round
[all favorite, and seems more like a
»p song than a commercial.
A third Robert Hall jingle used
earK 1- geared to the going-back-to-
ehool period of late Augusl and earls
•eptember. \s for Easter, agenc) v.p.
err\ l!e>s wr\l\ comments: "We
taven't yet come up with a jingle to
ompete with Faster Parade."
Robert Hall policy general!) is to
nor the one-minute commercial, in
vhich there are 20 seconds of jingle
ntroducing 10 seconds of talk.
r/u» car companies: Following an
entirely different practice is the Ford
Motor Co.. which sees the function of
ts musical commercials to be primar-
ily that of luring CUSt< 'i- int.. the
showrooms when the new models tro
announced.
This mean- that the jingles musl be
news) . lull "i the ex< itemenl "i new-
model talk. In recent years its agen< ) .
|\\ I . has 1 reated sp« ial versions ol
hit songs, employed big-name stars and
dress) prodw dons. Vmong the num-
bers used to sell lord have been
"( !ome-On- \-\l\ 1 louse11 and " I hi
Old House" featuring Rosemary Goo-
i,e\ and Mit< h Miller- or< lie-lia | see
"I be dial J ol I "ill - I his < He HoUSC
jingle,11 I" Januai s 1955 I1 ' I .
and a "Glowworm rendition l>\ the
Mills Brothers.
\n opposite poli< ) is followed b)
Oldsmobile, whose "Merr) Oldsmo-
I ile seems destined t" go on forevei
stopping onl) foi \ earl) lyri< over-
hauls t" keep the cop) fresh.
Testing jinnies: With -,, much rid-
ing on a jingle e-pei ialls -ince it
lake- time foi an) song to ' at. h mi
WHEAT
124 million bushels of golden Kansas
wheat, moving to market in end-
less caravans of trucks, will put
$23 5,60 0
0
into the pockets of our lis-
teners, the Kansas farmers,
helping to swell their average
annual income to
*
after taxes . . . 52%
above the national
average! These
folks have the
cash — 52°0
more of it —
& to buy your
*& product!
"I'M glad KRIZ Phoenix said to
visit the Grand Canyon of Arizona
— but which way did Junior go?"
Sell these upper-income Kansas Farmers with WIBW — the
radio station they listen to most-
"Consumer Markets, 1955
Kansas Radio Audience, 1954
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep: CAPPER PUBLICATIONS. INC.
22 AUGUST 1955
103
When you say TV
m
Hartford
County
everyone knows
you mean
mm-
channel 30
210,400 watts
LOCAL
RECOGNITION
•k Civic movements . . . charity drives
public appeals: They turn first to
WKNB-TV for support, and get it.
•k More than 40 women's clubs on the
air every month — 82,000 visitors to
our new studios in first 10 months.
•k The most live shows . . . local news,
local programs... local civic service...
special studio-produced spectaculars.
* Channel 30 is the TV vehicle for
Hartford County and the New Britain-
Hartford market.
More than 300,000 WKNB-TV fam-
ilies. (UHF conversion 81%. ARB
Feb. '55)
HIGH RATINGS
Ability to capture audience with net-
work or local programs.
42.4 CBS Jackie Gleason Show
18.7 WKNB-TV Early Show
(ARB-Feb. *55)
WKNB-TV
1422 New Britain Avenue
WEST HARTFORD
Connecticut
Represented by The Boiling Co., Inc.
it becomes imperative to lower the risk
as far as possible. Sometimes, you just
know you have a winner. This was
the case with the "Man 0 Manische-
witz" jingle coining out of the Emil
Mogul agency.
Reports Chairman of the Executive
Board Seth Tobias: "The client was so
excited by the audition record that he
decided to put it on from coast-to-
coast. Those cuts ran nationally for
about a month before we were ready
with the final production. B\ that
time it had already caught on quite a
bit, faster than anything we had had
experience with before."
But what do you do when your in-
tuition is not hitting on all cylinders
and your crystal ball may be a bit
clouded? Play your audition material
before as wide a group of agency and
company personnel as possible, say the
experts. The combined judgment will
be more likely to come close to popu-
lar judgment than yours alone.
Kenyon & Eckhardts experience
with the recent group of RCA tv
set jingles leads it to the conclusion
that testing can contribute a great deal
to a jingle campaign. To make final
choices of jingles for the 1954-55 cam-
paign as objective as possible, K&E
retained the Schwerin research organi-
zation to conduct a special series of
tests.
Nine commercials created by the
agency and outside writers were tested
by Schwerin on 1,921 respondents.
Objective was to hand the agency a
list showing the ranking of the nine
jingles in terms of their ability to win
the favor of the subjects; four differ-
ent measurements were used to com-
pile the rankings.
Five of the nine were immediately
eliminated as being unacceptable, ow-
ing to their very low ratings on the
test. Number seven on this list was a
surprise, for the agency had confident-
ly expected it to rank way above aver-
age. It was dropped, however, despite
its popularity with agency personnel.
Of the four leaders, one ranked far
ahead of all the others; actually il
stood out in terms of its appeal to the
test audiences. Yet it was never used.
This illustrates, according to both the
Schwerin organization and the agency .
the limits of research in this field.
Says Schwerin v. p. Don McCullum:
"Research cannot be used mechanical-
ly. Judgment based on many othei
considerations must enter into an eval-
ALL
AGREE!
ITS
WKBN-TV
WKBN-TV RATINGS
PULSE
22 of the first 26 programs
(March, 1955)
ARB
17 of the first 25 programs
(Nov., 1954)
HOOPER
18 of the first 26 programs
(Oct., 1954)
WKBN-TV
QUARTER-HOUR
FIRSTS
PULSE
406 of 444 Weekly Quarter
Hours (March, 1955)
ARB
312 of 466 Weekly Quarter
Hours (Nov., 1954)
HOOPER
363 of 451 Weekly Quarter
Hours (Oct., 1954)
YOU NEED WKBN-TV
TO COVER THE
YOUNCSTOWN
MARKET
WKBN-TV
CHANNEL 27
YOUNCSTOWN, OHIO
CBS-ABC-DUMONT
Represented
Nationally By
PAUL H. RAYMER CO.
104
SPONSOR
nation of the research findings."
■■ \t K&E we use resean l> .1- a guide
in judgment, as one oi oui tools in 1 re-
sting bettei commercials," Btatea v. P.
Bai retl Brad) . K&E's > op) dir« toi .
The most popular jingle <>f 1 fn- group
..f nine contradii ted a pi ice polic) 01
|,'( \. reports Brad) . of which the cop)
i,.ii|i was unaware at the time. Ii was
therefore eliminated.
One of those tied for se< ond place
turned out to be too complicated, in-
volving a switch in rhythms from
bounce to square dance, in the agen-
cy's later opinion. Hiis left two pos-
sibilities.
Tin- ( i 1 — t . which has shared the num-
ber two spot, carried the now well-
known phrase "R-Dependable . . . I
|)i pendable . . . ^-Dependable" al its
theme. Tli is lit it with RCA Victor's
cop) platform perfect!) and it was the
one selected.
Not onl) did research pla) a vital
role in the selection of the two RCA
Victor jingles which were final!) used,
it played a similar role in the selec-
tion of Vaughn Monroe as company
spokesman.
Monroe was one ol .1 numbei "I pei
sonalities tested as announcers b) the
Schwerin organization. Interestingly,
the tests were not l"i radio, but t\
purposes, h itli the 1 ontestanl - app<
ance and \ isual personalit) plaj in
impoi 1. mi part. I he tests indi< ated that
Monroe and anothei announce] would
be good choi( es.
Here again you < an Bee how re-
search is besl used as a guide rathei
than .1- a met hanicall) applied tool.
Monroe could Bing, he had .1 famous
name as a musical personality, he had
., following too; these were considera-
tions which when added to In- high
ranking in the test prompted the agen-
cj t" pin their hopes on him.
\\ itli this experience under theil
belts, RCA V i< 1 < >r and its agenc) are
inclined to favor similai testing in the
future, on the grounds that it provides
for an organized and scientific, rather
than an informal procedure for pre-
testing singing commercials.
Jin*/I«' trends: \\ here once the jingle
was a simple tunc sung 1»\ a soloist
<>r small group to modest instrumental
accompaniment, toda) it i- just as like-
l\ to be a la\ ish pi odu< 1 ion on a b) m-
phonii -« ale. In man) agent ies it if
dignified with the designation "musi-
1 al ni'ii ial '>r "minute • omraer-
< ial.
"Singing imert ial- have had to
. r OW ," Bay« I W I *8 I'" Stone, \ .p. and
Ford 1 opj • hief, "from ih<- jingle, to
the populai Bong, to the musi* -il pro-
• i it- ii«>n. I he re enl Co i-CoIa
1- .1 1 ase in point -■ 1 I oke - new
look." 21 I ebi 11 u \ 1955, page 1" ! .
Stone believes this a natural devel-
opment arising out "| the importance
of this form oi advertising today.
" I he 'big < ommeri ial." he -a\ s.
"dresses up the message, make- the
product look big, is especiall) impoi
i.mi loi the comp tn) thai 1- lai
it- advertising should be appropriate."
1 .1 Stone the 1 rend to in< reased use
ol the jingle is all to the •_■ I. "1 here
are onl) three ways to advertise
radio: b) talking, dramatizing 01 Bulg-
ing. I lie on I \ reason that you are more
1 onscious ol the singing > ommeri ial is
that it lias a greater penetrating power
lull you remember it. and that's the
point."
'I he po--i],ilit\ thai all radio ad
Stoker Broodcosting Compony
TOM HA-
Represented Nationally
by K ATZ
22 AUGUST 1955
105
PUBLICIDAD BADILLO, INC.
ADVERTISING AGENCY
takes great pleasure in announcing the
opening of its new branch office in
NEW YORK
CHANIN BUILDING • 122 EAST 42nd ST.
MUrray Hill 2-0521
PUBLICIDAD
BADILLO, INC.
ADVERTISING OFFICES
SAN JUAN, PUERTO RICO NEW YORK, NEW YORK
MKOWCouni/uj...
Bigger than St. Louis!
The 50 county market covered by Wis-
consin's most powerful radio station is
bigger than St. Louis in retail sales,
more than twice as big as Milwaukee.
Like these metropolitan areas, wKOW
COUNTRY is a group of shopping cen-
ters. Unlike them, however, the land
between one rich wKOW COUNTRY
shopping area and the next produces
valuable farm products and an aver-
age annual family income of $6,921
for the producers. Madison, the capital
of wKOW COUNTRY, with over
105,000 population, has an average
spendable income per household of
$8,067. You can sell it all at bargain
rates on WKOW at one-fifth the price
you pay for St. Louis, one-half the
price for Milwaukee.
WKOW
MADISON, WIS
CBS
Affiliate
rressages may someday be sung is
amusingly dwelled upon by BBDO jin-
gle specialist Joe Hornsby. "Jingles
are now successfully used by all sorts
of products, where you might have
thought them inappropriate a few
years ago," comments Hornsby. 'Ted-
der's air conditioners, De Soto cars
are examples."
"There may be such a thing as a
saturation point," he believes, "but a
good jingle can go on for years. Mu-
sic is the basic element; it becomes a
theme which provides for instantan-
eous product association."
No matter how elaborate jingles may
yet become, say the experts, they will
fail unless they are distinctive and
melodious enough to catch on easily,
Says Chuck Goldstein, president of the
jingle-house. Goldswann Productions,
"The thing that hits your ear is liable
to stick in your mind."
On the way to camp w-ith his and
some other kids, relates Goldstein, he
started to sing some of the commer-
cials he had done recently. The young-
sters chimed in immediately. "When
they are able to do that," he says, "it
means you've got them."
At WNEW. New York, where jingle-
making is a big activity, they cau-
tion advertisers that it is not enough,
however, to have a good jingle: it
must also be used properly. Says Pro-
gram Director John Grogan, "The vi-
tal job of framing is frequently neglect-
ed. When the best of jingles is poorly
or incompletely integrated into a sur-
rounding program, and followed up by
a weak or inept comment, its effective-
ness as a sales message can be consid-
erably reduced. I've heard light, me-
lodious jingles featuring soft vocal st\l-
ing between hot and harsh open-brass
records — and vice versa! How much
more effective if the program material
preceding and following a jingle is
planned to avoid a jolting contrast of
mood and sound. I've heard an-
nouncers practically ruin the most
sparkling jingle by a perfunctory, at-
tention-losing introduction and a cas-
Represented by
HEADLEY REED CO.
THE EASIEST WAY
TO SELL THE BIG NASHVILLE
NEGRO MARKET
USE ALL-NEGRO STAFFED
WSOK
106
SPONSOR
NORTH CAROLINA'S
GOLDEN TRIANGLE
LISTENS
.,..1 T
I. nl dial B OVW k mil ill lul
GREENSBORO V
TO THE BIG VOICE
R^VD I O
WINSTON-SALEM
NORTH CAROLINA
f WINSTON-SALEM
"JIM 4}\r I GREENSBORO
TOr ^ HIGH POINT
S000 W • 600 KC • AM <M
HtADUEY-REED Representatives
•TTiiiiiiinrr^ifiirniiiriiVir
Discover this
Rich Market
Vs . i-uinvniimiiiiwivmiiiii^iijiiiu
Covered Exclusively
by KHOL-TV
30% of Nebraska's
Entire Farm Market
128,000 Families
With a ^-billion
dollars to spend
High per capita income based on
irrigated farming, ranching, light
industry and waterpower.
For information, contact Al Mc-
Phillamy, Sales Manager, or your
nearest MEEKER representative.
KHOL-TV
Holdrege & Kearney, Nebr.
CBS • ABC • NBC • DUMONT
low -up. Iii shoi i. the effei i ive jingle
i- tin- one w hich is nol onlj well-, on*
■ eived and i rested, but the one w hi< h
i- framed bj the broad* astei with the
maximum oi pacing and taste. * * *
ROUND UP
■ < 'ontinued from page > I I
\\l u\\. Norfolk, \a.. has opened
Bmall savings accounts fox local agen-
• ies and mailed the -a\ ings I k to
agenc] executives. \m accompanying
letter pointed out thai clients always
save monej when the\ use Wl.oW.
thai merchants; had been using WI.OW
for eight years and banking the profits.
["his is part of a hard-hitting sales
promotion campaign. Earlier in the
month WI.HW sent parakeets to local
agencies with a card which read, "An)
advertising campaign in Norfolk thai
iloe- not iin hide \\ LOW is strietl\
for the birds."
Talk about the flexibility of radio —
while relaxing in a shad) grove during
their \isit to Shenandoah. Iowa, the
Russian farm delegation was startled
to hear a voice speaking Russian blare
out from a P. A. system: "Gentlemen,
this is Dick Mills, representing KM \
here in Shenandoah. We hope that
you are enjoying your watermelon
i this was one of the features of the
shad) grove) and your visit. We would
like to extend to you, all feelings of
good will and hope to do so with this
message in music While you relax,
enjoy a little piece of \our native
land."
KM \ proceeded to broadcast 15
minutes of Russian music including
the Red Cavalrv Song. Caucasian Folk
songs and other traditional son--.
\ ladimir Maske\ ich. deputy ministei
of agriculture in the I SSR said. "This
is one of the finest surprises the lm--
pitahle people of Iowa have shown us
It is wonderful."
Studio Films has a promotional
booklet in the mails that i- bound to
be noticed b\ admen on the basis ol
shape alone, if not for its layout. I a h
page measures 17 b\ .'v'! ( inches.
Opened, the booklet ir- almost a yard
across while less than four inches
high. Purpose of the novel-sized book-
let is to plug Studio Films' Slum time.
WSAU-Tv
WAUSAU, WISCONSIN
ABC • DuMont
CHANNEL 7
100,000 watts
1,921 ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
Represented by
MEEKER. TV.
New York. Chi.. Los Angrles. San Frjn
Stockholders Include
RADIO STATIONS
WSAU - WFHR - WATK
NEWSPAPERS:
Wausau Daily Record -Herald
Marshfu-lil News Herald
Wis. Knpirls I)ail\ Tribune
Merrill Daily Herald
Rhinelander Daih News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
22 AUGUST 1955
107
YOU'LL SELL
MORE BREAD
with these
$60,000*
Animated Cartoon
TV BREAD
COMMERCIALS
"■"Original production cost. This has already
been paid by one of the country's largest
bakers. This is what it cost to produce
these films from the start, but you can get
them for a tiny fraction of the original cost.
Here's what you'll get:
FULLY ANIMATED FILMS -Animated cartoons are
top salesmen on TV. You get full, not partial,
animation.
SHOWS YOUR WRAPPER OVER AND OVER-Your
wrapper appears in the animated cartoon se-
quences. It's also shown full screen size repeat-
edly.
YOUR BRAND NAME REPEATED OFTEN -Your
brand name, slogan and the sales slant you are
now using are made part of each commercial.
Entire sound track is made to your order.
FAST-MOVING ACTION THAT PACKS A SELLING
WALLOP!— This series was created by baking
industry people to fill the need for top flight
television film commercials for bread. It's test-
ed and proved — is now doing an outstanding
job of increasing bread sales for bakers in one-
fifth of the countty.
EXCLUSIVE USE — No one else can use it in your
market— ever! Extra prints guaranteed available
up to three years.
POINT-OF-SALE TIE-IN— Attractive cartoon young-
sters (named for your bread in the film) offer
many possibilities for merchandising.
USE AS TV SPOTS AND IN PROGRAMS Strung
appeal to both children and adults makes these
commercials appropriate for use at any time
during the television day — as spots, in pro-
grams, or within participating shows.
TAILORED TO YOUR BRAND-You get strong iden-
tification of your brand name throughout, in
both sight and sound. These films look as
though they were specially made for you — top
quality production puts your commercials up
with those of America's biggest television ad-
vertisers.
LOW COST — Because original production costs
have been paid, this series is practical for even
LIMITED ADVERTISING BUDGETS.
AVAILABLE QUICKLY - Prints will be delivered
ready for use within 35 days.
DON'T
DELAY!
This series is
available to
only one baker
in a market.
TELEVISION DIVISION
201 Alexander Bldg., Colorado Springs, Colo.
Mail the coupon now for full details — no obligation
Television Division, ALEXANDER FILM CO.
201 Alexander Bldg.. Colorado Springs, Colo.
Send detailed description of Animated Cartoon
TV Film Commercials for bread.
FIRM
ADDRESS.
CITY
STATE.
CHUNKY CANDY
{Continued from page 50)
390. Two years ago, Chunky also be-
gan packaging raisins because "we felt
that there was a big void in promo-
tion on the part of the people who had
been selling raisins. Tv gave us a good
chance to push this line," Jaffe ex-
plains. (The raisins account today for
less than 15' '< of the total Chunkv
sales volume.)
Commercial technique: Chunk)
uses its tv programing to advertise its
entire line, but the stress is on "the
Chunky bar" of varying sizes, which
accounts for better than 75$ of the
firm's total sales. Each commercial
makes mention of the different paek-
ages and prices at which Chunky is
available. And there are separate com-
mercials for the raisins.
Most of Chunky's past commercials
have been film commercials starring
the performers of the syndicated film
shows the firm bought, e.g. Abbott and
Costello. Occasionally, the firm used
cartoon commercials and live an-
nouncements, as within Ramar of the
jungle.
This fall, on its network show.
Chunky will again use the mixture of
cartoon and live commercials — the lat-
ter in order to get the benefit of Mary
Hartline's personality. Chunky** new
agency, Hilton & Riggio, has developed
storyboards starring a boy and girl
i virtually, the Chunky kids, though
there's no intention at the moment of
developing them into a trademark),
who're heroes of brief adventures in
their search for Chunky. The projected
cartoons were still to be approved by
the client at sponsor's presstime.
The copy, also still in the tentative
stage at sponsor's presstime, will con-
tinue along the broad lines set forth
five years ago: The stress is upon qual-
il\ not bigness, though there's mention
of the odd size for identification.
This minute film commercial,
planned for Super Cirrus, is tv pical of
Chunky's approach :
Announcer (Indian staccato I :
"Big eyes bright
On hand to greet.
"Heap big shopper . . .
Lots to eat.
"Food aplenty
Food galore . . .
"Young brave scouting party
Hunt for more . . .
"Search 'urn bag . . .
SKYLINE
GROUP
DISCOUNTS
lower
selling
costs
KDYL-KTVT
. KLZ AM-TV
., KOB AM-TV
SKYLINE GROUP, RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, New Mexico
J. I. MEYERSON. 3432 RCA BLDG.. NY.
THE KATZ AGENCY ■ BRANHAM CO.
\f" *r POWER
^fi
LUMBER
AGRICULTURE,
:^i ^
•One
Co
If 1)1
,r9eSf
mQrk
oc,7;
,s the
et ;„
$1
62.
6?5.
sale*
by
last
°rth
000
*th
the
»est
»ith
m
Yea,
'St*
and
'955.
CBS.
'etail
>erveo.
C BS Kadto
5.000 WArrS-l280KC
EUGENE. OREGON
MSAWr MOKE FACrS ?
-coA/rAcr wsed e co.
108
SPONSOR
T
m-
Finding those rich Southwestern Penn-
sylvania markets hard to sell? It's
child's play with WJAC-TV. Power-
ful WJAC-TV boxes in Johnstown,
Pittsburgh, Altoona and everything in
between. Hooper rates WJAC-TV:
FIRST in Johnstown
(a 2-station market)
SECOND in Pittsburgh
(a 3-station ma-ket)
FIRST in Altoona
(a 2-station market)
You'll corner the market with the one
buy that covers three . . .
Ask your KATZ man tor full details!
Look im prize
"I \ltil tlih I. < In" I'litlr
\h ,/ the eyes , . .
"Give 'em whoop
One long blast
"< Intnl. \ in Sight ■ . ■
1/ long last.
"\\ li.it .1 heavenl) sight Chunk) bars
.in- . . . 1 1 1 1 1 1 1 1 . . . Ilium . . . will)
cashew nuts from far "II India, raisins
from miiiiiv California, brazil unt-
il "in South \iueri< .1. and lu-< ioUS,
mouth-watei ing milk i hocolate thai
gives Chunk) a delicious taste and
ai oma all it- own. I he) re bo tempt-
ing, perfect for anytime, anywhere
eating. \t school , . . work . . . pla)
. . . in ai home.
"Chunk) bars are extra thick f"i
extra flavor, everyone i>f them. The 2c
Chunk) Cutie . . . the ~>c bar, tin- twin
Chunk) ami the new half-pound fam-
il\ size bar the whole town's talking
ahoul . . . there's enough for every-
one . . . ami so economical too! Hmm!
. . . hmm!"
"Just stack delicious eating Chunk)
up againsl ordinary chocolate bars,
vou'll -it that solid size and \umim
taste i- reall) a standout.'9
Each commercial ends with a musi-
cal jungle simp to the tunc of "Mul-
berr) Bush." which is just a repeti-
tion of this line: "Extra thick chocolate
m ith raisins and nuts. . . ."
Like all chocolate bar advertising,
Chunky's cop) is slanted toward chil-
dren, with a mention of econom) and
qualit) factors to appeal to mothers.
The reall) unusual aspect of the cop)
is the stress upon size and the selling
against competition on that score It
i- b) drawing attention to the Chunk)
shape and size that the firm managed
to turn the handicap into a salespoint.
Chunky* m competitors: Chunky's
competition in the field is consider-
able. Iii a hroad sense, of course,
Chunk\ compete- with all manufac-
turers in the 1970 million-a-year can-
d\ business [The Candy Industry
Magazine). More directly, Chunk) is
a part of the $180-million-a-year choc-
olate bar business. " \ml we're one of
the top 2d cand) bar manufactur-
ers, says Jaffe, "in a business that
has thousands of major and minor
manufacturers."
The biggest and most unusual of
these competitors is Hershey, of
course, sin <• this i and) maker main-
tain- hi- No. One sales position with-
out am advertising at all. Hershev's
KNAK's Joe I ee. top new--
caster of the [ntermountain
\\ est. I' ive minute periods
every hour. "On the -< cue"
broadcasts of all LOC \ I
headline stories phi- I I'.
k\\k is FIRST with the
news in Salt Lake Cit\.
Hooper 39.1.
MUSIC
NEWS
SPORTS
J! IKH RS \ U\\
NOW GRANTED
5000 WATTS
LOWEST COST
Per Listener in
SALT LAKE CITY
p.m.)
Represented Nationally by
FORJOE & CO.. INC.
22 AUGUST 1955
109
GREATEST
Central California
» . . ami the rapidly growing
2 34 BILLION OOUAR ANNUAl
INCOMElhafgdfeswithit!
WW
351,800 f«levj«wftif|
families who love
bask CBS programs,
Kf, is a tfjwli to
tonr* *lJ$ *o 1
families as steady
nigbl Hmeaudiente.
■ • \i 10
S««ram*ntq, Calif.
H-R T&kvWon Int.
'I APIIt.l*3S
110
annual chocolate bar volume is esti-
mated at $70 million, \e\t-largest.
Mars, with an annual volume of $40
million or more, lias been a consistent-
Ij large air media user. Though Mars
is not trulj in the chocolate bar busi-
ness (the) make a chocolate-covered
nougat i. thi> manufacturer is inter-
esting for having preceded Chunk) on
Super Circus.
In fact. Mars used Super Circus in
1952 and 1953 on a weeklj basis with
a 36-station line-up. at $750,000 a
year for time and talent. The firm
used this program t<> reach mainly
kids, although Mar-' v.p. in charge of
sales and advertising, Victor Gies.
pointed out that the program's audi-
ence was half adult and half kiddie.
I See "Radio and T\ greatest sales tools
we ever had — Mars." L5 December
L952 sponsor.) It's a program that
pulled strong results for Mars. The
firm also used People are Funny on
CBS Radio to get a mixed family audi-
ence.
Nestle, another major Chunky com-
petitor, had sponsored Space Patrol
Saturday mornings both on ABC TV
, and ABC Radio to advertise not only
the chocolate bars but also two Nestle
(hocolate drinks. Nestle's chocolate
• •••••••
^'Television has changed rapidly and
very dramatically in the last few years.
If the same eight advertisers who ac-
counted for one-third of the radio hill-
ing in 1948 were to dominate tv in the
same way, they would need a combined
appropriation of over $300 million a
year instead of the $60 million they
spent to dominate radio. Obviously, even
thev cannot afford that kind of monev."
RICHARD PINKHAM
V.P.. Met Programs
MBC TV
********
bar sales are estimated at $15 million.
I he firm now advertises them mainly
through Sunday supplements, partly
with spot tv. Nestle had offered pre-
miums like plastic space ships on its
tv show. Chunk) may try premiums
this fall, but does not intend to go
into premiums too heavily.
M&M, with sales estimated at $16
million a year, uses spot tv to adver-
tise its M&M bar. Peter Paul Mounds
and 0 Henry are all currently spot
advertisers.
Despite the greater dollar weight
these giant competitors can put behind
their advertising. Chunky outgrew its
Manhattan plant within two >ears.
built a larger Brooklyn plant, then re-
opened the Manhattan one in addition
when demand continued to grow. * * *
29
of the Bes
Independent
Radio Stations
ALWAYS BEST
in the MARKET
the AIMS station
Boston
Cleveland
Dallas
Denver
Des Moines
Evanston < III.
Evansville , Ind.
Houston
Indianapolis
Jackson / Miss.
Kansas City
Huntington, L.I.
Louisville
Milwaukee
WCOP
WDOK
KLIF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXIW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaha
Portland, Ore.
San Antonio
San Francisco
Seattle
Springfield. Mass
Stockton/Col.
Syracuse
Tulsa
Wichita, Kan.
Worcester, Mass.
I
\S
K'H
a
i
A
i
V I
IN
V F
I .
M
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
Only one
jn each
market
Cl
CKV
Membei p
by invit xi
onl> t
RADIO GROUF
ATTENTION, RADIO
SPONSORS
NOW YOU CAN REACH
THAT BIG RICH
CHICAGO BILLION DOLLAR
NEGRO MARKET
721 500
LATEST FIGURES
"JAM WITH SAM
??
The disk jockey show that
is the talk of the totcn
Mondav Thru Saturday —
9:30P.M.-12:00M.
WGES~~^-000 Watts —
1390 Kc.
PARTIAL LIST OF SPONSORS
ARMOUR — Carnation — Coca-Cola
Ebony Magazine — Illinois Bell
Telephone — Lucky Strike
Miller High Life
WRITE, WIRE OR PHONE FOR
AVAILABILITIES
SAM EVANS PRODUCTIONS
203 N. Wabash Ave., Chicago, III.
Phone Dearborn 2-0664
SPONSOR
!es
TV SET COUNT
Continued ji<>m page 1 1 I
)f] wa\. I lie sample eaeh ipiaiter will lie
bf ihe "probability" variety; i.e., a
n* miniature "cross-section" <>f the I .S.
pp numhering about 25,000 homes.
if, ' Final rt'|iorts will show the follow-
i(| "p:
I lie total number "I sets and homes
throughout the nation. Vlso it will
:i\e lireaktlow ns for the number of
.ets in the lour major I .S. regions.
PosmM\. lireakdowns will even be
nade for the largest I .S. states, and
if the sample is large enough set
•mint- ( al< ulated for the largest I .S.
ities like New York and Chicago. In
tddition. the studv i« expeeled to pro-
ide data about the relationships of t\
iwnership to income, home-owning,
duration, and the like.
The figures will find widespread
se. I>\ all indication-, in t\ adveitis-
i». Tlie\ will ser\e as the national
heneh mark" against which televi-
ion's national ratings (such as those
f Nielsen. \\\\\ and SAMS) will be
rojeeted. Ihe) ma\ even stand a-
I) fie "ollieial" mark, against which the
i\era»e -Indies above ma) "correct"
BIFM
iiiiiiiiiiiii[]iiiiiiiiiiiit]iiiiiiiiiiii[]iiiiiiiiiiii[]iiiiiiiiiiiiuiiiiiiMiiii:^-
A BIG LOCAL MARKET [
MORE THAN 65000 j
RADIO FAMILIES
Fulton-Mexico-
Columbia-
Jefferson City |
iiiiHiiiiiiaiiiiiiiiiiiiniiiiiiiiiiimiiiiiiiiiiimiiiiiiiiiiiiniiiiiiiiiiiia^
KFAL COVERS!
130 COUNTIES — '2 MV.
INFLUENCES SALES!
FROM DAWN TO DUSK
STUDIOS & OFFICES AT
FULTON, MISSOURI
Represented Nationally By
Benton Paschall Company
iluii figures bo that, at least, t In- i r
national figures will be in line with an
industry-accepted count. Die I ensue
figures will also form the basii selling
tool "I national t\ networks.
Cltoatl prmrarei \\ |,V are M man)
t\ le-e.n, li in mi- getting into the t\
set count-and-circulation act after such
a long time lapse ' ( Ihieflj . the answer
lies in the fa< i that agen< ies and ad-
\ ei tiserS nerd ihi- kind nf ililm in;||ii,n.
and are stepping up the pressure cm
research firms to gel it.
Assistant Research Director Harvej
Spiegel of the TvB calculated recentl)
that the trade association gets "between
15 and 20 phone I alls per week from
large and small agencies wanting the
latest -ei counts for various markets
or counties." \nd. he added, "the
number gets larger ever) week."
One explanation for the step-up in
industr) demand for the latest t\ data
was offered to sponsor |>\ ;1 McCann-
Erickson research executive, who de-
clined direct quotation : "\\ e've been
carrying out our market estimates ol
t\ sets on a projection basis evei since
the 1952 and L953 NCS report-. \\r
revise them as often as we can, partic-
ular!) to allow for changes in tower
height, power, the coming of ulif
and intermixed market-, and channel
changing. But, a projection gets wilder
the further you get awa) from youi
original 'bench mark." That- win
we're trying harder than ever to prod
someone into doing a national survey."
• • •
| ROUND-UP
| (Continued from page 1 1 >7 <
American working women, married
and single, are mure thorough!) cov-
ered b) radio than b) am other me-
dium, two Studies made l>\ I'ulse for
l> \1> reveal.
I he studies, conducted this past Ma)
in Milwaukee. Cincinnati, Philadel-
phia. Atlanta, Los Ingeles, and \\ ash-
ington, I). C, -how that 95' i of work-
ing women listen to radio ever) week.
ihe bedroom i- the favorite listening
spot for single women, while married
women do more listening in the
kitchen.
Ihe average sets-in-household of
married women i- 2.6, in those of sin-
gle women 2.8, the -tud\ revealed. * * *
QUEEN ISABELLA
booked her je* ■ I- t or a fella
to prove the a orld wai round.
I be chance she wst taking
lather WOrld l'.''l
suppose be had I . '<1T
But < Ihristopher knew
what his three ships could do
and in discover) of A.merica
was in.
To parallel hi- feat
we repeal and repeat,
j on can discover no i
on W P 1 N.
When yon discover WIMN, you
have unearthed the daytime sta
tion preferred hy more local ad
vertisere.
W'l'IX's clear channel
a market of 790,300 people with a
buying income of $989,640, .00.
rhlS dominant new - station is the
West Coast of Florida's besl day-
time radio buy !
WPIN
680 Clear Channel
Offices and studios in the
Royal Palm Hotel
St. Petersburg, Florida
Arthur Mundor/T, Owner-Mane
Represented Nationally liv
Walkei ' '".. Inc.
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
SALES WITH SHOWMANSHIP
NANCY THOMPSON
Homemaker Supreme
I \ : i \ Minn if.i 18 months
shows \\ l III v \ \\< <i
I HOMPSON tops .:- the
l vansi ille, Indiana I ri-Stati
NUMB! R I Homemakei
PARTICIPATIONS AVAILABLE
Represented by
MEEKER TV. INC. — ADAM YOUNG
ST. LOUIS
NOW OPERATING
WEOA— CBS RADIO
2 AUGUST 1955
11
any way
you look
at it!
WLOL
IS THE HOTTEST
STATION IN
THE NORTHWEST!
Size it up from your latest PULSE
report. Or judge it by the re-
markable rush of advertisers to
WLOL. The answer comes out
the same. WLOL now leads all
independent Twin Cities radio
stations . . . outdraws three of
the four network stations . . .
delivers more radio homes per
dollar by far. And that's 372,300
city and suburban homes we're
talking about!
THE TOPPER
IN INDEPENDENT RADIO!
MINNEAPOLIS -ST. PAUL
LARRY BENTSON, Pres.
Wayne "Red' Williams. Mgr.
Joe Floyd. Vice- Pres.
112
DROPPING THE AXE
I Continued from page 45 I
From the start of a series, a qualita-
tive survey of employees within its own
ranks and a similar survey among the
employees of its ad agency.
"You know pretty fast," opines
Hank Fownes, head of the New York
office of MacManus, John & Adams,
which handled the Red Buttons Show
last season for Pontiac, "Your show
is right there and if you've got a great
hit you know it."
A dramatic example is Disneyland.
It premiered on 3 November to a
V)' '< share of audience and has stayed
up there right along. Competitor God-
frey was pulled down from 53 (7t the
month before to 34*/^, and / Married
Joan from 26 to 10' "< .
Most sensational case of the season
is that of The $64,000 Question on
CBS TV. A Lorillard spokesman sadly
reflects: "We were doing fine with
Truth Or Consequences, then along
came The $64,000 Question and mur-
dered us." Truth Or Consequences'
share of audience went down from
48.27r in May to 27.7% in June as a
result of the competition.
Why does everything happen with
such suddenness in television? A lead-
ing research analyst offers this expla-
nation:
"Let us say a program has a poten-
tial share of 30%. The first show hits
15^. Some of these viewers will re-
turn to the program next week. Some
will go elsewhere. And new viewers will
tune in. This process goes on show
after show. By the time eight shows
have passed, you will have sampled in
this way 75% of all tv homes, there
will be very little room left for "turn-
over." By this time about 30% of
the audience should be staying with
you consistently. In a way it's like a
P&G sampling operation for a new
product with product purchase telling
you the story quickh after you've given
out your samples."
Some cite the presumed gradual
growth of Gobel's popularity as evi-
dence that shows still can build slow 1\ .
Examination of two separate sets of
rating figures reveal that while Gobel's
popularity did indeed climb during the
season. 1>\ the end of eight weeks he
had reached his general plateau. Fur-
thermore, his very first month's
ratings were already in the substantial
class. In October Gobel began with
an audience share of 47', : in Novem-
BMI
"Milestones" for
September:
BMFs series of program
continuities, entitled "Mile-
stones," focuses the spot-
light on important event*
and problems which have
shaped the American scene.
September's release fea-
tures four complete half-
hour shows — ready for im-
mediate use — smooth, well
written scripts for a variety
of uses.
"V-J DAY"
(Tenth Anniversaryl September 2
•EDUCATION '55"
(School's Inl September 12-19
•TO FORM A MORE PERFECT
UNION"
(Constitution Dayi September 17
"THE FIRST BAND CONCERT"
John Philip Sousa (Plainfield. New
Jersey I September 26
"Milestones" is available for
commercial sponsor-hip ee your
local stations for details.
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
£g0*£i
AIBC
ind
C-TV
Kansas City's
owerful
at ion
Effective September 28, 1955, KMBC-TV
joins the nation's most dynamic and fastest-
growing television network, the American
Broadcasting Company. For programming de-
tails, consult your Free & Peters Colonel or:
Don Davis, First Vice President
John Schilling, Vice Pres. & Gen. Mgr.
George Higgins, Vice Pres. & Sales Mgr
Mori Creiner, Director of Television
SPONSOF
j
I
l„-r it was I- . in Decembei >< ■
Gobel illustrates thei important
factor involved in rvaluatinj: ^ln>u~.
Almost from tlir l>«'-;iiiiiin» lit* -jener-
alt-il talk am. hi- tin- publir. in the
trade, in the prrss. In almost no time
his expressions became national coin
ami take-olT> wen- bein» done b\
ers.
Hatings alone, in short, an- hardl)
enough. You've »ot In take all sorts
of reaction into account. -a\ admen,
lik.- general talk, press notice*. a}ien< \
and client responses the\ arc part
of the audience too.
The slow-starting show i- nol neces-
Mrih doomed, for it- appeal ma\ !><■
handed for the better l>\ doctoring
Efforts mi script, production or talent.
Basic changes in show treatment lifted
Is ) our Life from an audience
-hue in the !•()' I range t.« (><)' I in a
month'- time. Milton Rerle showed
the imlustn how a fundamental change
in comic character and situation ua-
able to revive a falling rating.
Person-To-Person went along a
slowK declining curve during it> first
season, beginning October 1953. Not
until the winter ol 1954-55 was it able
Ito match its opening high audience
-hare-. One of the reasons appears to
be a polic) of selecting guests with
greater popular appeal, with the em-
phasis on Hollywood names, as well as
general improvement in the pro-
gram.
The General Electric Theater i-
anothei case where basic changes have
helped lift the ratings from one season
to the next. The show is on CBS T\ .
Sunday, 9:00 p.m., opposite the long-
established Television Playhouse — al-
ternate!) sponsored In Philco and
Goodyear. This season's budget «a-
ahout doubled, with bigger names.
better scripts and slicker production
-ought. Result has been a 15-20^5
in. i.-.i-i- in share •>! audiem e "\ ei la-i
Su< h expel ien< es i ause admen t"
caution against panic il immediate
rating- aren't up t" hopes. '" \ -how
need- -i\ to right wn-k- to Settle down,
it needs a 'shake-out pet iod,
the typical comment. One agenc) man
compare- the firs! leu week- to the
tryoul peiio.l for a Brodwaj show
\ research analyst puts it this way:
"In man) cases it take- time to i rystal-
li/e the -how- appeal. Man) intangi-
bles are invoked. Wheie a show ha-
built, you will invariably find it is
associated with a changing shov*
cbara. tei a- the bugs are shaken out."
Serious attempt- were made to rectif)
troubles before cancellation in almost
ever) case last season, Bristol-Myers
casualt) Honestly Celeste was one that
Couldn't make the grade despite a I om-
plete reuphostering job on script and
production ami the \alant efforts of
charming Celeste Holm. \ big publicity
push helped start the first show in the
Nielsen mid-thirties, but it subsequent!)
dropped into the mid-twenties.
Bristol-Myers finall) concluded that
the situation corned) featuring a female
photographer simpl) did nol have the
"built-in" strength that could make it
a good property for the long pull.
The Red Buttons case shows what
can happen when a comic's basic
appeal is played with too radically.
Inder General Foods sponsorship in
1 ').").'}-.") I Buttons started out well on
CBS, but lost viewers when the format
changed t.> it- situation corned) base.
Interestingly, he began to climb to-
ward the end of that season.
I nder Pontiac sponsorship on \B("
he began the past season with a 29' <
-hare of audience on Frida) niuht at
8:00 p.m.. only to decline -wiftly
thereafter. \ mu-ieal format was tried.
but it proved too ambitious a project
Where your Boast
Meets the Coast
and Pays You
Greater Dividends
COVERING SOUTHERN CALIFORNIA
WITH 5000 WATTS
Los Angeles
541 So. Spring St.
MAdison 5-2551
I
Long Beach
3745 Atlantic Avenue
LB. 407-907
IN THE LAND OF
MILK ANDl*ONEY
THE ONLY CBS PROGRAMMING AVAIL-
ABLE TO A MILLION NICE PEOPLE!
From 7 A.M. to 1 A.M.
Yep! Bigger' n Baltimore!
HAYDN R EVANS. Gen Mjr • WEED TV. Rep
FT. WORTH-
DALLAS
formerly KWBC
HOUSTON
il order
delivers
the Negro
Population
of the
Souths
Largest Markets
...cuts cost, too!
Gill-Perna, Inc., Nat'l Repreientative*
Lee F. O'Connell, West Cooit
12 AUGUST 1955
113
to develop fresh musical corned)
material weekly. In addition. Buttons
had a spell of illness.
A costly casualty was the ill-fated
\orby, whose short, sad career ran
from 1 January to 23 March. So pain-
ful is this tv disaster to those who
cherished fond hopes at its birth,
that mum's the word at the J. Walter
Thompson agency, where they are
indulging the pleasant pretense that
it never happened at all. At least the\
prefer that the whole thing be for-
gotten.
The cases of Willy and Father Knows
Best raise the crucial question of the
time period. A D-F-S spokesman says
that while the agency was aware soon
enough of the show's faults, the most
important factor was the time period.
10:30-11:00 p.m. Saturday night. The
General Mills show stayed in the low-
Nielsen 'teens, but in some areas where
delayed broadcasts found it in better
periods, the ratings went up five
points, the agency claims.
Lorillard believes that it's Sunday
10:00 p.m. slot on CBS was working
to the disadvantage of Father Knows
Best. This is a "family-appeal" type
show on which the company set high
store. Ratings were down below that
of its previous show The Web, which
leads the firm to believe that the time
slot is too late for a family show. Loril-
lard says it tried hard to get a better
slot, but in vain. It has gone back to
a mystery-adventure show in the same
period. Appointment For Adventure.
convinced now that this type of show
has a greater appeal at that time of
night on Sunday.
A check of recent ratings shows that
the mystery show is riding higher than
the family show if you rely on one
rating service, but below it if you
rely on another.
An example of importance of time
slot is Guiding Light, the P&G serial
st in Power
and Coverage
1,000,000
WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
114
TO BIY
AIR TR,I
NETWOtl
STATION
write, wire or \m
collect:
Pat Williams, Ale 5.
Geo. Lenni i
WING, 121 N. M
Dayton, Ohio • HErrd
WKLO
LOUISVILLE %~
WING I Wi
JEPRESENTATIVES
FO R
•tfCOL • WIZE • WCMI
HJ BLAIR & CO.
FO R
WKLO
YOU CAN SELL IN
• LOUISVILLE
• DAYTON
• COLUMBUS
• SPRINGFIELD
• ASHLAND • IRONTON
HUNTINGTON
• t 1 1 1 1 1 1 1 1 1 1
7ZE
WCMI
ATN
•CIEIB 1SHUN0 • MUNNNGION • IRONTON
11 AUGUST 1955
Air Trails N
RAILS I1ETW0RR
on CBS I \ lii the !<» I rendex markets,
the show in' reased in .null, i,. , share
•il"»ui '.ii when it moved from the
--' ;" p. in. t«. tin- 12 I ' ipol immedi-
itelj follow ing high rated Sean h t oi
I omorrou .
1'i.n tii ,ill\ evei ) bod) agrees on this
fundamental : 't ou • an'l look .it \,,ur
show in isolation; it i- pari ..I a i om-
petitive situation. * * *
40 EAST 49TH
1 Continued from page 16)
BASICS
I have just returned from a \ i ation
.mil have been looking ,,\.r \,,m ninth
I .ill la. ts Basil - issue, I I Jul) . \l.i\
I ('i>iii|iliiiicnt j ,,u on the fine Bubje ts
thai \oii have published ovei .i period
of main years?
I am ver) much interested in mak-
ing distribution, nol onl) to the sales
staff associated with this station, bul
i-, present advertisers as well as pros-
pective advertisers, of Radio Basil s,
pages 183-208.
Please let me know if you have
available 100 • opies of subject infor-
mation and. if so, what would be the
i barge for the Km copies.
Again congratulations for tin- man)
splendid articles that continuall) ap-
pear and which are so helpful to the
; idio broadcasting industn .
Gaines \i i i n
// / ZB
Homewood, lla.
• I •>.->.-. Radio Basics I.,. „,u j. |, Basics,
Film ll.i-i. . .in,l I ,„,, |,„, ,,,_• Basics) irr all avail.
aMr in reprlnl l„r,„. Radio Basil ,. priced at
25c per reprint in quantities fr.,ni >r, to 100
20r p,r reprlnl f,>r Ion or • ■>•>•
D-dc'y. how aDout persuading
KRIZ Phoenix to broadcast rhythm
:nd blues?"
115
CANADIAN BOOM RESUMES
(Continued from page .*>3 I
iness went up 814' i. And Canadians
are traveling to work and traveling
around in their own cars in increasing
numbers. Automobile dealers upped
sales ~u{y , during the decade and a
half. For some reason, however, ga-
rages and filling stations showed a
business increase of only 347' r.
Canadians are eating better, too.
The Dominion's grocery and combina-
tion stores upped sales at a faster rate
than the national retail average during
the past 15 \ears. The food store per-
centage increase was 541.
Not doing so well in the long pull
as other important retail categories
were department and drug stores. The
former increased sales only 266' !
while the latter showed a 15-year hike
of 306'y — substantial, but below the
average.
Q. What do recent retail trends
show?
\LD^1
of
an^
447 Jarvis St.
Toronto 5, Ontario
Walnut 2-2103
A. W bile personal expenditures on j
consumer goods and services increased
last year over 1953. actual retail sales
were down slightly. However, a healthy
advance was shown during the last
two months of last \ear and this con-
tinued into 1955. During the first four
months of this year retail sales were
up 2.1 '/, over 1954.
The quickening of retail sales this
year is not uniform in all provinces.
The Maritime Provinces, Ontario and
British Columbia show health) jump>
for the first four months but Saskatch-
ewan and Manitoba — especiallv the
former — registered declines, a reflec-
tion of the Canadian Midwest's farm
problem.
The quickening of retail sales was
not uniform in all categories, either.
The best showing was made by gro
and combination stores, where thi-
) ears sales through April were 6.(V ,
above the corresponding period last
year. Canada's rapidly growing super
markets did better than the indepen-
dents with the former racking up high-
er sales of 11.5$ while the indepen-
dents increased their sales 3.5'y. In-
dependent grocery and combination
stores still have a bigger share of busi-
ness than super markets. For example,
independent sales in April 1955 were
$122 million while chains sold S83
million worth of goods.
Xext best increase in 1955 sales was
among the furniture, appliance, radio
and tv set groups of stores. Other in-
creases were listed by lumber and
building material dealers and drug
stores. Apparel sales in general were
down slightlv and so was the restau-
rant business.
Q. Do retail sales slump in the
summer?
A. In Canada as in the I .5. people
buy, buy, bu\ all-year-"round. Last
vear third quarter sales for all retail
outlets were well above the first quar-
ter and onlv slightlv below the second
quarter. In some businesses, the hot
quarter of the vear is the best. Ga-
rages and filling stations do their besl
business during July. August and Sep-
tember in Canada. Grocery and com-
bination stores do more business dur-
ing the third quarter than the first two
quarters. Drug store sales run practi-
callv level through the year, except for
December when they jump up. Lum-
ber and building material dealers liit
116
SPONSOR
heii peak business during the summei
.1-1 year.
\< tuall) . Canadians take in more
,i, ,,iiii- from Jul) through Septemher
ban during an) othei quartei "I the
eai . W hile the third quarter i- not
he peak spending period, ii certain!)
m- the potential to he.
3- Is the average Canadian earn-
ng more money?
\. \<~. His dollar as well as his real
ncome is going up. I he average week-
\ wage of Canadians on I \pril 1()~>.~>
>,i- 860.66. \ yeai previous it was
!|(). Since the war. the general
rend of wages has been up. while con-
mnier prices, after hitting a peak at
he end of I°">1 have been fairl) level
ml right now arc actuall) lower than
he) were at the end of L95] .
\n interesting sidelight to the indi-
vidual income picture is provided b)
he \ hum ii an Management Association
vhich released a stud) this year of
1953 salaries nf Canadian e\ecuti\es.
I he -t ml s showed thai salai iea ol I
11. nil. in executives in 19 > 3 pared
with 1952 increased more than in the
I S • .111. nil. Ill e\ei ill l\ 6S !••' <l\ 'd in-
< 1 eases ol 6.694 1 ' on the avera ■<■
while theii I ,S. counterparts received
l._" , . I he \\l \ stud) also showed
tlial 6091 "I I ail. nil. Ill e\ei lit I \ f- |e-
ceived bonuses averaging more than
one-third ol theii salaries.
Q. Do many Canadians own au-
tomobiles?
A. I he latest available government
figures on auto ownership (September
L954) -how that .*>.">', of Canadian
households own one or more autOS.
I hat mean- 2,04 1,000 households, of
whom 1,866,000 own one auto ami
1 Ti'i.i ii 11 1 own two or more. It i- es-
timated that that number of autos at
present is about 300-400,000 greater.
Ownership of auto- \aries widel) b\
province. Top ownership i> in Can-
ada- most populous province, Ontario,
where (.!'»', of all households own au-
tos I In- i- almost equal to the I S
hui r. ( Iwnership 1- ilso high in the
Midwest ami \\ est < oast w ith
kai hewan, Ubei ta ui<\ Bi i 1 ■ ~ 1 ■ < olum-
I 1.' sporting oy nei ship pen ei I
mi 11 above.
I 1-1 ol Ontario, the ownership of
autos i- lower. In I rem h Qui be* . the
figure i- '<.'■. Lowest of all 1- New-
foundland w ith _'H' I ow nil -In 11.
Q. Are different kinds of appeals
necessary in advertising to Canadi-
ans>
A. I Inn i\ |,i< al 1 omments from I a-
n. td an agero ies reflect one important
difference :
'"I would -a\ that our messages are
more Bubtle and not so full of claims,"
says D. G. McMaster, media depart-
ment manager, James Lovick ^ I 0.,
I td.
"Generall) speaking, advertising is
more conservative in tone," explains
\\ . I). Hannah, manager, radio and t\
CKCK-TY
CHANNEL 2
REGINA, SASK.
CANADA
SERVING
a Potential 50,000
TV HOMES
one year young in ambition
enthusiasm for the future
JULY 28th, 1955
ONE YEAR OLD
IN EXPERIENCE,
LOCAL SUCCESS AND
ACCEPTANCE.
\±±
22 AUGUST 1955
117
ARE YDU ADVERTISING - - -
1. IN VANCOUVER AREA?
2. ON VANCOUVER ISLAND?
CHUB — NANAIMO & CJAV-PORT ALBERN1
CAN DO THE JOB FOR YOU
AT OH — SO LITTLE COST!
CHUB — N VNAIMO i- now a suburb of Vancouver with 21 fer-
ries eacli way daily! CHUB i- always 3rd. often 2nd in
Vancouver Area Elliott-Haynes rating! CHI B'» Van-
couver Island population i- now 100.000!
CJAV-PORT ALBERNI has more than 85', of local business
firms as your fellow advertisers. CJAV covers the rich
mainland area of Powell River where CJAV is "Home"
station. CJAV has dominant listener-hip in the indu--
trial heart of Vancouver Island.
FOR FAST INFORMATION SEE OUR REPS TODAY
Stephens & Towndrow Ltd.
Horace N. Stovin & Co.
John N. Hunt & Assoc.
Donald Coolce Inc.
— Toronto & Montroal
— Winnipeg
— Vancouver
— United States
are
on
5000 friendly watts
If your products
are sold in grocery
and drug stores (and
these days xuhat isn't!),
consider this fact: In
Vancouver the big food
chains like SAFEWAY and
b & k and SUPER -V ALU,
and the CUNNINGHAM
and OWL drug chains,
all choose CKWX for
day-to-day radio selling.
Last year, cfiain stores
placed seven times more
business on CKWX
than the year before!
How's that for chain
reaction?
reps: All -Canada
Radio Facilities Limited
Weed & Company
RADIO VANCOUVER
\ Co..
department. Cockfield. Bn
Ltd.
'"The major difference lies in the
actual copy, which in Canada is more
lestrained and a\oids am extravagant
claims." states W. L. Charland. vice
president. McKim Advertising. Ltd.
Government regulations affect ad-
vertising, too. Says Henn E. Karpus.
manager, radio and tv department. E.
\\ . Reynolds. Ltd.: "Perhaps the big-
gest difference in advertising between
Canada and the U.S. — as it applies to
the broadcasting and telecasting busi-
ness— is our food and drug advertis-
ing. We are required to submit all
food and drug copy to our Department
of National Health and Welfare and
t(. the Canadian Broadcasting Corp.
before it can be put on the air."
Canadian regulations are fairb
tough and many a commercial which
would be acceptable in the States would
not get by the DNHW. An example
of official attitudes is given bv Mrs.
Hazel A. Blair, manager, radio and
********
"There is no magic to buying or selling
spot radio or spot tv. It is a businc--.
It is sound. Common sense prevails- in
the long run. and there is no sense in
tilting at windmills or slanting off at a
tangent. It is a matter-of-fact, precise
business proposition."
NED MIDECELY
Media Supervisor
Ted Bute*
Veir York
*•**•••*
t\ commercial department. Baker Ad-
vertising Agency. Ltd.:
"Two favorite adjectives applied un-
failingly to any I .S. food product
from cereals to desserts are 'creamy
and "rich." both of which are anathema
to DNHW. According to their verj
direct logic, nothing is 'creamy" un-
less you can prove it's made from
cream: and 'rich* had better be fol-
lowed by 'flavor" or else the public
might be falsely led to believe the ad-
\ertiser means rich in vitamins or nu-
trition, or something else the product
undeniably is not."
Of course, the French-Canadian
market requires another language as
well as knowledge of the people and
of the market. Like English-speaking
Canadians, the French-speaking group
are not terribly, different from modern
people anywhere in the world. I he
differences, however slight, still require
on-the-scene experts to do the job.
To get some specific ideas of how
Canadian and U.S. audiences react to
the same or similar commercials and
118
SPONSOR
;raming, sponsor went t<> S< hwerin
Kesearch ( <>i|>.. whi< h now tests audi-
•in r- for ( anadian advertisers. Henrj
II. Newell, Schwerin vice president,
reported as follows:
"In general, Canadians and \mni-
.111- seem tn absorb about the same
imounl ul infonnatioii ami cop) points
from commercials and to be jti-l as
much influenced l>\ them.
"It appears to us, though, thai I <
ladians are more impressionable than
Vmericans in at least one majoi prod-
ul eategon we have studied. Ihi-
iroduct i- cigarettes and Canadians
ligli remembrance and belie! in thi-
irea ina\ be due to tbeir not beins;
lombarded as heavil) with cigarette
laims.
"We have tested a few oi each coun-
t's programs before audiences in the
ipposite country. So far. it seems that
. S. audiences react fairl) well to
idian 'informative programs and
ml -ii well to ( 'anadian corned) . ( a-
adians strongh like certain elements
d our tup coined) and variet) and do
lot like other elements not necessar-
\\ following the same lines as \meri-
an audience- on these particular ele-
nents." * * *
CANADIAN TV
i < ontinued from page • ■
tunc was sponsored. I In- stud) was
made b\ the Canadian Television and
Malum Picture Revieu during an un
disclosed week. \' tual pen enl
were 57.28 commercial and 12. ,2 -u--
taining.
Q. How much U.S. tv program-
ing is shown in Canada?
A. \- in the ' ase of commercial
sponsorship, CBC is getting more lib-
eral toward I .>. shows. \\ bile I BC
reports that onlj aboul I '•>' I of \ a-
nadian radio network shows come in
limn the I .S., a Canadian Television
and Motion Pictures Revieu stud) re-
vealed that 11. 12' - ul programing
time mi the (\'A. t\ network was I .S.-
produced last season. The Canadian-
produced programing occupied 53. ii2' '
of t\ network time while other pro-
graming totalled 2.86' i .
Illustrative ol ( !M( '. polie\ on spon-
sorship i- the fact that twice as much
Canadian programing was unspon-
sored as was sponsored, with th<
tual figures being 9:2 i boui - spon
rored and 18:25 hours sustaining dui
ing one week's tunc. \ll ..i the I >"i
dian sponsored shows were live while
all tin- ( anadian film time (4:45
hours i was sustaining.
( tn the othei hand. in. .-t of the I S
produced programing was sponsored
nnl\ 2 : I .") hours ' all film i mil of
the total of 18:25 hours was sustain-
ing. V breakdown of sponsorship ol
I ,S. programing in Canada showed
there were 9:25 hours of live commer-
< ial time ami 1 1 :30 hours "I film • om-
men ial time.
Q. Who's advertising on Canadi-
an television today?
A. \ rundown "f tin- li-t ol h net-
work sponsors Innk- like a H ho j // ho
in I ,S. air advertising. I he purel)
( anadian firms are great!) outnum-
I red b) the Canadian subsidiaries >>f
1 .S. firms.
Some of the name- on the Knglish
network are Proctei & Gamble, Gen-
eral Foods, General Motors, Ford,
i
POWER
7
on CKCO-TV
CHANNEL! 3 KITCHENER
Serving 1 10 of Canada's
population in the rich
Central Ontario market
REPRESENTED IN USA BY WEED TELEVISION CORP
IN CANADA BY JOSEPH A. HARDY— TO RONTO-MON1 RK \I
W'l) JOHN N. HUNT .\ ASSOCIATES IN VANCOUVI
'£§$$: Canada's first buy is:
-■" ill ckco-tv^w 13
22 AUGUST 1955
119
Bristol-Mxer:-. RCA Victor, S. C. John-
-n!i. Westinghouse, Kellogg, Goodyear,
Goodrich, Lehn & Fink, Prudential.
Carnation, Singer, Nabisco, Standard
Brands, Campbell, Colgate, Borden,
Dow Chemical, Admiral. Gillette.
Swift. American Motors, Shaeffer.
Schick, Whitehall, Hazel Bishop, Pills-
bury, Remington Rand.
Q. What are the sponsored pro-
grams on Canadian tv?
A. Again, a rundown of the list of
sponsored programs looks like a
Who's Who of I .S. tv network i-hows.
Most of them are sponsored by the
same firms who sponsor them in the
States. Exceptions include Dragnet,
sponsored by Liggett & Myers in the
I .S. but S. C. Johnson and Elna in
the Dominion.
Some of the U.S. -produced spon-
sored shows this past season included
Ray Bolger Show, You Are There,
Burns & Allen, My Favorite Husband,
Our Miss Brooks, Toast of the Toivn,
Four-Star Playhouse, Howdy Doody,
Caesar's Hour, Bob Hope Show, Mar-
no matter
how you
measure***
MORE PEOPLE LISTEN TO CKRC
WINNIPEG THAN ANY OTHER
MANITOBA STATION
coverage
BUREAU OF BROADCAST MEASUREMENT
(Radio Homes)
i Listen 6-7 times a week)
DAYTIME 118,100 NIGHT TIME 93,860
■ listenership ■
| ELLIOTT-HAYNES |
CKRC— 35% Station B — 23.3%
■ Station C — 21.9% Station D — 19.8% '
Figures taken from a special Summary of city and area re-
ports for 1954 by Elliott-Haynes Ltd.
CKRC
WINNIPEG MANITOBA
Representatives:
All-Canada Radio Facilities Ltd.
Weed & Co. in U.S.A.
120
tha Have, Milton Berle, Super Circu-
Medic, Producer's Showcase, Jacki
Gleason Shou, What's My Line, Dea
Phoebe, Cavalcade of Sports. Ro
Rogers, Red Buttons, Dinah Short
Mickey Rooney, Disneyland, Jirnm
Durante-Donald O'Connor Shows.
Q. Are U.S. produced shows pop
ular in Canada?
A. Yes. indeed. Of the top 10 show-
in Elliott-Haynes" four-market l Mon
treal-English. Toronto. Winnipeg. Van
corner) Teleratings for April, sevei
were U.S. shows. Of the top 20. 1
were U.S. shows.
The top 10 in order were Toast o
the Town, Jackie Gleason Show. Dea
Phoebe. Studio One, Holiday Rand
Caesear's Hour. Our Miss Brook-
Showtime, On Camera and Four-Sta
Playhouse.
The ratings range for the top li
went from 70.4 to 41.1. It mu-
remembered that two of the markets-
Montreal and Winnipeg — are "cap
tive" markets with no station compet:
tion except for the French station it
Montreal, and an undetermined nun
ber of French-speaking homes
English tv. As for the Toronto an.
\ ancouver areas the competition i
fierce, w ith L .S. stations getting abou
half the audience. ( E-H Teleratiru
include Canadian viewing of U.S. sta
tions. I
Q. What are tv costs like in
Canada?
A. Agencies consider them high but
realistic. Production co=ts are kej
dow n for advertisers in two wax s. b
the first place, shows piped in fron
the L .S. are already paid for. In th-
second place, advertisers xvho wil
sponsor Canadian-produced live show.-
will find CBC ready to contribute fron
30 to 50' < of the production cost.
Canadian shows are not as laxish a-
those in the States, which keeps down
costs considerablx . An average Cana-
dian half-hour tv show costs about
$5,000. Costs might be even less il
Canada had a fully-developed theatre.
There are only txvo costume house- in
Montreal and two in Toronto. As a re-
sult. CBCs programing department
has to make its own costumes and wigs
very often.
SPONSOR
Private broadcasters, who maintain
Li! time rates are about hall of wli.it
he) should In-. -a\ rates are kepi down
i) I T.I.I. I »i CBC's flagship sta-
ion foi 'I"' i\ network. It i- explained
li.il CBLT rates are a kind "f yard-
ink whieh private stations must ad-
to. even though tin- CBC does not
i \ to make inn ih'\ ..ill ol it- t\ opei a-
ion and even though -nine of the
irivate stations do nol fare the same
ompetitive situation w ri i« li CBL1 has.
J. What's offered in the way of
syndicated film?
\. Mostl) programs from the I .S.
anadians find it haul to compete
Mtli I .S. programing sources, win
an bring programs north of the
lorder with their costs alread\ borne
■ \ I .S. sales ami some profit beside.
Ml Canada T\ offers the large Xi\
ineup ot -how-. S. \\ . Caldwell rep-
esents CBS T\ Film Salt- an. I Guild
ilnis. Screen Gems of Canada. Ltd..
•ft up in June syndicates Screen Gems
-how- phi- iho.-e of Telepix Movie-.
til., whose officers now head Screen
'.em- of Canada.
Q. Are tv film commercials made
in the U.S.?
A. When it comes to advertising
Canadian thinking work- best and
i.la has the facilities for making
an] kind of commercial. W hen t\ fir>t
started in Canada, ready-made I .S.
ommercials were "Canadianized. S.
\\ . Caldwell, which did quite a l>it of
this kind of work finds the emphasis
now is on Canadian-originated mate-
rial. Others doing film commercials
include tho Tv Division of Crawle)
Films. Rapid (Irip and Batten. Domin-
ion Broadcasting.
Q. Is there much done in the
way of local advertising on tv?
A. There is a substantial interest in
t\ 1«\ local retailer- and a raft of SUC-
- stories from the stations to prove
it. For example:
CKEK-TV, Begina Sask. : \n appli-
ance dealer. Sun Electric, advertised
GE "Airline" ranges on one telecast
with two commercials. The following
da\ 33 ranges were sold.
CHCT-TV, Calgary, \lta.: During a
test run. a department -tore used seven
one-minute announcements on men s
wea. . Ovei 845(H) wo[ ill ..I men han-
disc was Bold, exceeding the volume "I
a competitor who advertised the same
goods at a lowei price in a pi inle.l .nl.
CJIC-TV, -anil Stft Man.-. Out.:
Soo Mill and I lUmbei I o. advei tised
a new -ubdiv i-ion mi SatUrdaj night's
"Weaihri Window." B\ noon Monday
Eve home- were sold. No othei advei
tising was used.
\n unusual program and sales iwi-i
to attract retailers was looked up on
CKCW-TV, Mom ton. N.B. It was a
half-hour fashion show, which ran
ever] week foi four weeks and i- be-
ing planned again for the fall b) its
Sponsors, ('ailed From Head In I "< .
the program had three participating
Sponsors. \. a.lian I m-.i ut \ Shoppe.
Peake's Women's Weai and Listei -
-hoe Store. \ real — i urn projei loi
was used to give the illusion that the
fashion showings were taking place
in the stores.
CANADIAN RADIO
i Continued from page 55 I
Q. Has tv affected the amount of
time families spend with radio?
A. Not too much. \ stud) b\ In-
ternational Sur\e\- in three top t\
markets Toronto. Montreal and \ an-
• inner -indicates that t\ ha- increased
the total time families spend with both
radio and t\ compared with the time
spent on radio in radio-only homes.
The stud] was made in May, was
published last month in "Marketing"'
magazine. It shows that in the three
markets the total time per day spent
l>\ the average t\ home in listening
and viewing came to (>:<)(> hours. Of
this total, 3:32 hours were -pent before
the t\ screen, while 2:'^1 hours were
-pent listening to radio. The 2:34
hours in t\ home- compares with an
average of 3:19 hour- of radio listen-
ing in radio-onl\ homes.
\n interesting aspect t.. this stud]
are the figures in Montreal, which i-
heavil] French-speaking. The French-
Canadian has been a radio lover par
excellence and this loyaltj apparent!]
has not been shaken b] t\. \s a mat-
ter of fact, the figures suggest thai ra-
dio listening increases in Montreal al-
ter t\ comes into the home. Unbeliev-
able? Take a gander at the figures:
The Montreal t\ famil] spends more
time with radio than t\ . Total view-
ing time per average famil) per aver-
\<H HIM. I'.l I
FACTS
•ROM < Ko\. KELOl W.
BRITISH < OH Mill \.
( \ \ \ I) \
I Ik. in. • — , • 1 1 \ lllej :
19 • i Ipplt ' rop:
6,463^40 Bo* -
i \n in. i. .1-. oi 109,82 I box - OVI r
last yeai I
. /'. hi < rop:
1,645,512 B v
i \n in: reasi ol 941
/■' . ', < In n\ I'nilii tUm :
276,180 i ratea,
£ CKOV, kl I o\\\ \. ,- right in
the heart ol I anada's 125,000,000
fruit-grow i n ^ \ alley.
•^ The Kelowna ,ir. a markets ovei
1500 i ii In ids oi produce annually.
•^ With 6( » lakes within a 25-mile
radius oi ( KOV, there is a tre-
mendous Tourist business.
ir Tenders will soon 1»- called fur an
-,",.",1111.1 mi i |,i ni^, ai ross ' Ikanagan
Lake such is the Highwaj iraffir
— California to Alaska growing.
\ rec< nl check revealed visitors
from _'n States and everj Province
in < lanada.
630 K.c. W loon w \i I-
KELOWNA
BRITISH ( (HI MBIA
CANADA
Representatives
ALL CANADA RADIO FACILITIES LTD
WEED b CO
22 AUGUST 1955
121
122
EDMONTON'S GREAT CFRN-TV
PARTICIPATION SHOWS
LOCALLY PRODUCED PROGRAM FEATURES
PROVIDE PEAK A I I (HACK FOR NATIONAL ADVERTISERS
if Sports Beat
if Weatherman
if Shufflin' Shore
if Kitchen Show
At the sign of the totem pole
— top rated vehicles that
move products fast!
CFRN-TV
EDMONTON
Representatives
Radio Representatives Ltd., Canada
Adam J. Young Jr. Inc., New York, Chicago
Harlan G. Oakes, San Francisco and Los Angeles
Showmanship !
We've buill on "showmanship" with a solid foundation of local pro-
grams, involving local people. For example:
if "The Little Red School house" — a quiz show with local schools competing
against each other.
if "Teenage Forum" — conducted by the general secretary of the YMCA and
presenting four high school students discussing problems of teenagers.
if "Kids on Kamera" — a talent show of youngsters drawing talent from as
far as 100 miles away.
if "The Jack Armstrong Show" — an adult talent program conducted by the
versatile and personable staff organist after whom the show7 is named.
54 live originations a week — more than 18 hours!
Throughout the three Maritime Provinces, CKCWTV is the only station
working with CBC on a cooperative newscast including pictures, both
movie and stills.
CKCW-TV
CHANNEL 2
Moncton, N.B.
Representatives: U. S.: Canadian Station Reps.
Canada: All Canada Tv
age day is 3:00 hours. Listening time
per day is 3:48 hours. But in the Mon-
treal radio-only home the average lis-
tening time per day is 3:18 hours.
In other words, in Montreal — as well
as for the three markets as a group —
tv doubles the amount of time during
which the air advertiser can reach the
average family via radio and tv com-
bined.
Q. How has tv affected radio
sets-in-use patterns?
A. Canadian sets-in-use figures in
four big markets I where tv is now lo-
cated I during the first four months of
this year averaged 25.6' '< . During
January to April 1954 the average was
29.8',.'
These figures are from Elliott-
Haynes, the most widely-used rating
service in Canada. They cover 9: On
a.m. to 10:00 p.m. I E-H gathers rat-
ings via the telephone coincidental
method, hence does not call earl\ in
the morning nor very late at night),
Monday through Saturday daytime
and Morula) through Sunday night-
time. Markets covered were Montreal
I English and French I . Toronto. Win-
nipeg and Vancouver.
Daytime sets-in-use figures declined
slightly from 27.2 to 25.5',. Night-
time declined from 35.4 to 26.1. Top
daytime listening hour this year is
noon to 1:00 p.m. with a 30', sets-
in-use figure but there is not much
spread with 22.5% being the lowest
daytime sets-in-use figure. Similarly,
the spread at night is not great either.
the range going from 28', during tl
6:00-7:00 p.m. hour to 24.6', durin.
the 9:00-10:00 p.m. hour
For French Montreal alone, the
overall average came to 34.6' , tin-
year compared to 37.5', last year.
I i .
This average, however, hides a slight
increase in daytime listening 1 34.7'.
to 35( i ). At night there was a de
cline of 9.9 percentage points fror
43.5 last year.
Q. Have there been any signifi-
cant changes in the popularity of
national shows?
A. Bv and large, the same show-
that have been leading in popularity
in the past are still tops in popularity.
However. English nighttime network
radio has been hard hit by tv and the
top English daytime shoyvs now do
better than the top nighttime English
sh,iws. Vs a matter of fact, the top
SPONSOR
Inn. Ii -In tws in (Jinlici ,il n i -III in >w
reai h more b< tual homes than t f u-
national English nighttime network
shows, according to the \|nil report
.ii International Surveys, which uses
the dial ) method.
I he I rem Ii shows are sti ip - (mi »sl •
K -< >.i j » operas I which have always
(Otten high ratings and are holding
up well in the fa< e ol l\ competil ii in.
I he) are especially populai in rural
ureas, .1- are English soap operas. I In
top show, < n Homme el son Peche < I
\hm and His Sin i . w hich i- on al
I i p.m., gol an average daily rating
in \|iril of (><>. Imt in the farm areas
ii- rating was 80 (w ith a cumulath e
five-daj rating of !!7 i . This show go
.in 80 in \|>ril of 1954, a 76 in Vpril
td 1953 and a 66 in Vpril of 1952.
While this year's rating i- the same as
thai of three years ago, a (>o in L955
represents 190,000 homes while in
L952 a 66 represented 120,000 homes.
Q. What are the trends in the
use of radio by advertisers?
A. Spitzer & Wills, an ad agency
which handles such clients as Colgate,
Toni, Quaker Oats, RCA, report-:
Trobablj the most significant change
(as a result of t\ I has been the de-
■ rease in the use of network radio on
the part of some advertisers. Main
are dropping network radio in favor
of network and spot tv and selective
I spot i radio." Two of S&M's accounts,
I olgate and Toni. use network radio
how .
\ similar comment conies from
(ink field. Brown & Co., whose clients
include Campbell, Ford. Pepsi Cola.
Nestle, Socon\ -Vacuum. Of Cockfield's
42 air clients, four use network radio
and all but tour use spot radio.
I here is a big demand for daytime
radio. Except in the border areas,
where Canadian audiences can tune
in I .S. tv, there is no tv in the morn-
ing in Canada. Some of the private
h stations start programing about
1:00 p.m. In Canada- big markets,
which are at present monopolies of the
-> \ eminent"- Canadian Broadcasting
t orp., programing doe- not begin un-
til 5:00 p.m.
Saturation announcement packages
ii.- beginning to catch on. With the
expansion of Canadian suburban life
and the building of suburban super
markets, weekend saturation packages
aimed at weekend shopping are becom-
ing popular, it is reported In Ml Can-
ada Radio 1 . n 1 1 1 1 1 • -— . i in | m.i i.i mi i i CKOX, Woodstock, Ont., has a spe-
r.adian rep and programing firm. cial rate card foi short-term tatura-
Hiere are othei forces pushing < a i ■ . • . campaigns foi local sponsors. Its
"basii i ampaign is I '• Rashes ' 15-
nadian radio stations toward satura
lion packages. From I KOM, Saska-
toon, Sask., comes thi- explanation:
\ 1 1 1 1 1 ) nl the la rgei 1 1 1 1 1 1 1 1 1 1 1 1 1 con
< ci n-. pai ii< ul. ii K appliance manufai
turei -. are looking to the I'" al retail
outlet to advert ise thei i product on a
uo-opei aii\ e basis at the I'" al rate,
and in conjunction with thi- we look
steps some time ago to introduce the
saturation technique and establish a
new rate card foi volume pun hasing.'
sei ond annoum ements : "i spoti min-
utes I ovei 2 I houi -. I he card is i un
..I -< hedule w ith a guai antee thai I
of the announcements will fall in < lass
" \ time. I he card also pro* ides l"i
special rates foi 2<< announcements in
ul) hours, >- in -i\ days and I"! in
tWO Week-.
( I ■ 1*1 .. London, ' Int. Bells pa< k i
with announcements as short as eight
Ihr tremendous post-war growth ol industrial Canada,
-o well measured by economists, sociologists
and historians, is matched In the music
coming from the mind- and heart- of the people of Canada.
YES, THERE IS CANADIAN MUSIC!
. . . and it i- the mn-ic that Canadian- want to hear
on Canadian radio and television programs.
By encouraging and stimulating the efforts of
Canadian composers of both popular and conceit music,
BM1 CANADA LIMITED and
BROADCAST MUSIC, INC.
are making it possible for Canadian music to be published,
recorded and performed, not onh in Canada
but throughout the world.
\\ i itten and composed by Canadian-, published
in Canada 1>\ Canadian publishers, this music
should become the first choice of those advertisers and
program producer- who want their programs to find
the widest possible favor with Canadians.
For further information on the subject
of Canadian Music call or write
BMI CANADA LIMITED
229 Yonge Street
Toronto. Ont.
1500 St. Catherine Street. W.
Montreal. Que.
22 AUGUST 1955
123
SURE-FIRE
of
QUEBEC'S GIANT
French speaking
MARKET
•by-
Your advertising
French Buy
in QUEBEC area
Richer- than-evcr
Quebec area Market
Buying Income $894,462,000
Retail Sales : $410,995,000
For all the facts, write to CHRC
or ask our representatives
CANADA
Jos. A. Hardy & Co. Ltd.
U. S. A.
Adam J. Young Jr. Inc.
seconds "or less." These are called
"flashettes." Discounts are given for
packages of 15 and 25 one-minute. 15-
second and eight-second-or-less an-
nouncements.
There is less interest in programing
and more in buying circulation via an-
nouncements. Stations are buying s\ n-
dicated shows < hour and half-hour
strips are not uncommon i but they
find more interest in participations in
these shows, rather than full sponsor-
ship.
Some of the attitudes toward radio
in Canada are dictated from the U.S.
This story comes from Sid Boyling,
manager of CHAB, Moose Jaw, Sask.:
"Our station has done a great num-
ber of local productions for national
advertisers and I feel that we have
more than our share of national ad-
vertising for this. Consequently, we
are more susceptible to a number of
cuts (to put money into tv I . One of
our shows was lost despite the very
strong recommendation of the Canadi-
an advertising manager that it be kept
on our station. The orders had come
from the States to cut all local pro-
ductions and that was that."
While many stations report that this
past season saw a decline in national
business in many cases local business
more than made up for it. There is
evidence, moreover, of a new apprecia-
tion of radio among advertisers and
agencies as stations become more ac-
tive in promoting the merits of the me-
dium. James Lovick's D. G. McMaster
told SPONSOR:
"In this agency the accounts are be-
ginning to see what a good selling job
radio can do. The feeling that radio
is dead is no longer here. I expect our
radio billing to increase greatly in the
next year."
McKim Advertising's W. L. Char-
land said: "The agency's list of nation-
al radio accounts continues to expand.
This is not essentially due to the addi-
tion of new accounts. Several accounts
served by the agency for many years
have turned to radio in the past two
years. During the past year two ac-
counts, one in transportation and the
ether in the communications field,
made effective use of radio for the
first time in their long history of ad-
vertising:."
Q. What are radio stations doing
to meet the challenge of tv?
A. There is stead v activity in the
revamping of programing. J. A. Ham-
mond, manager of CFCF, Montreal,
reports:
"1 here has been a decline in the
number of contests and giveaway pro- '
grams on CFCF resulting in a more
broadly-based, overall programing ap-
peal. We are currently buying two
five-a-week daytime syndicated shows
— Eddie Cantor and Clubtime. So-
called western and folk music contin-
ues to thrive and the coming months
should show more of this type of musi
appearing on our schedule."
Hammond said that after an initial
dip national billings have been going
up "steadily but moderately." On the
other hand, he went on, "local business
shows a greater rate of increase and
now for the first time in our history,
local billings out-strip national bill-
ings on a regular basis." Weekend
saturation buys have been going well.
More and more one hears statement-
like the following from CHFX, Peter-
borough. Ont.: "We are placing great
stress on local news and special events
coverage, plus musical programs slant-
ed to the out-of-home audience."
What does a radio station do when
its owner puts a tv outlet on the air?
1 . H. Tonner. manager of CKCW Ra-
dio, Moncton. N. B., said that it works
harder than ever on programing and
sales. "Our local business has climbed
to almost unbelievable new heights,"
be told sponsor. "The station is carry-
ing more sponsored newscasts than
ever before. We are covering commu-
nity affairs like a blanket. We are tak-
ing advantage of the thing radio does
best — immediate coverage of special
events, newscasts, music and general
information type of programs." CK( \\
has had success in local selling via "on
the spot" auditions of proposed an-
nouncements. Salesmen take taped
commercials to the sponsor's place of
business so he can hear what the com-
mercial will sound like before it is on
the air.
CJBQ. Belleville, Ont., is halfway be-
tween Toronto and Montreal. Canada s
two biggest cities and is in an area
which can receive U.S. tv in addition
to Canadian video. Seven tv stations
and 22 radio stations are available to
local audiences. Yet CJBQ reports it
is doing better all the time. The an-
swer, savs the station, is in heavy cov-
erage of local and national events that
are of interest to those in the station -
area.
124
SPONSOR
THEY COULDN'T
BELIEVE IS...
HUT
THEY IM» VOII
CJOR
has the BEST
mercii a:\ihsi\g
in canada
We hired EXPERTS.
TWO Vancouver salea -uper-
\i-or- for a national food prod-
in I sold direct through food and
drug stores \<>\\ merchandise
full time for our sponsors1 prod-
BCtS.
\\ ant a survey made?
\\ ant increased sales
\\ ant proof of our claims?
Contact our Reps lor full details
Horace N. Stovin & Co
To'onto. Montreal. Winnipeg.
Canadian Station Representatives
New York. Chicago. Los Angeles
CJOR
VANCOUVER. B. C.
\\ hat does a station do in a bordei
111,11 kit covered bj .t • i osa fire oi sig-
nals from both I . S. and < ..mad.i ?
( KM;. St < latherines, Ont, says: "\\ e
find that where t^ has been in the
market Foi five n'.n- or more (as in
( ur case) the audience becomes more
selective and returns to radio foi good
music and news. W e find that d.j.
-hows art- (in populai as well as qui/
ami mystery shews. Business has been
holding it- own and we look for a big
upsw ing bj fall.
Q. Whar arc Canadian stations
doing in the way of merchandising?
A. \<l agencies report an increase
in merchandising Bupport. Fred Smith
<»f Spitzer & Mill- told SPONSOR:
"Radio station- seem to be getting
more conscious of the merchandising
oi a client's products. Some stations
ha\e always given good support, but
more and more are willing to call on
• liain stores and small ilruggists or
grocers in an attempt to net better
floor space or window displays for
their advertised products. Some will
even work in co-operation with an ad-
vertiser's sales lone and conduct in-
dependent surveys or spot checks he-
fore and after the campaign."
All-Canada Radio Facilities points
out that it wasn't so long ago that
broadcasters knew very little about
merchandising. Now, the firm said,
advertisers commonly get at no addi-
tional cost the following: ill hroad-
casl promotion. (2) direct mail pro-
motion. (3) billboard promotion, (4)
newspaper promotion, (5) window
displays, (6) point-of-sale displays,
(7) product sales checks.
Stations are hiring people with mer-
chandising know-how. CJOR, Van-
couver, now offers a merchandising
service operated by Sale- Manager
G. E. Ryan and two assistants. Ryan
was formerly, sales manager for Can-
ada Dry, Ltd., in British Columbia
and the two men under him. "Hud"
Olson and "Mike" Harris were sales
supervisors for the same firm.
Q. What kind of sales results
have stations been getting for
sponsors these days?
A. Here are four example-:
CHOV, Pembroke, Ont.: Salada Tea
switched two years ago from partici-
pating in one of the "casino shows
i quiz shows with proof-of-purchase
They got
my last scent!
Nobody, advertising to consumers,
should place all their resources in one
medium alone — nor believe that any-
thing has taken the place of radio as
a powerful, profitable medium. Re-
member— radio is the most economical
mass medium available; it reaches more
people more of the time than any other
medium ... it reaches people when
they are eating, working, playing, re-
laxing, driving, retiring, rising, reading
a book — or, yes sir, even standing on
their heads. Radio does it . . . what
else can?
In Montreal, one of Canada s biggest
and most profitable markets, your ad-
vertising can be most effective with
CFCF-RADIO. Our staff is lively, im-
aginative, and happy here. We do
great work because of it. In this
huge market, CFCF-RADIO enjoys both
MASS and CLASS audience. Your ad-
vertising will pay off sales-wise because
of it. Now, how about it? CFCF-
RADIO is represented by All-Canada
in Canada, and Weed in the U.S.A.
RADIO
MONTREAL
tns timilarit* httwrn chornrtrr* a<
pnrtra>c*i in f/ii « n>i nn*i artual aHrrr-
litmi; 9t lit n»i . r« fitirrjy ...in-
ci.lt ntat.
22 AUGUST 1955
125
BEST
NON-METROPOLITAN
BUY
IN
B.C.
All day averages
sets-in-use 44.1%
95% of listeners
41.9 program
rating
CKOK
PENTICTON, B. C
Maurice Finnerty
President $■ Managing Director
Roy Chapman
Vice Pres. 4" Station Manager
Representatives
Don Cooke, USA
Paul Mulvihill, Canada
answers I that are so popular in Can-
ada to a 10-minute money merchan-
dising quiz of its own. It consists of
a mystery jingle and an addition of
$10 to the jackpot each day it is un-
solved. Although the jackpot seldom
reached more than $375 mail pull this
year has been running at the rate of
7-8,000 letters per month. The station
said: "One of the most gratifying fea-
tures of the show has been that each
letter contains a proof of purchase and
not a facsimile, which has been a bug
in many label-pulling quiz type shows."
CJOY, Guelph, Ont. : Simpsons-Sears
opened a new store in Guelp recently
and although the manager, an Ameri-
can, was frankly outspoken in his
views that more of the store's adver-
tising should be in white space, he
decided to try a saturation campaign
as a test. Through a misunderstand-
ing as to the actual days of the sale,
the announcements started one day
early. "So many people flocked to the
store," the station reported, "that the
manager was forced to start the sale
a day early in spite of his prior ar-
rangements. Needless to say, we are
now doing a much greater volume of
business with Simpsons-Sears.
CKGB, Timmins, Ont.: Timmins has
always been a very competitive market
so far as bread sales were concerned
and Westons Bakeries decided on a
heavy effort to increase their share of
sales. The firm changed the texture
of the bread and the name to Sun-
beam. Westons then bought a cam-
paign of five announcements a day foi
a six-week campaign. "Right from the
first day the response was terrific,
the station said. "Stores were visited
by drivers at least twice a day to keep
their shelf space filled but, even at
that, it was difficult to get Sunbeam
bread unless you were right there at
the time of delivery." The station re-
ported that sales were doubled as a
result of the campaign.
CKLC, Kingston, Ont.: Last fall
CKLC asked Marion Earl, a city alder-
woman to do a woman's show. The
show attracted good audiences and
Canada Packers, one of Canada's lead-
ing soap firms bought three 15-minute
segments weekly on the daily show
for four of its soap brands. Sales dis-
tribution and display space were
checked at the beginning of the adver-
tising and after a two-month period.
Said the station: "The results showed
that the four products made large
gains in sales, distribution and dis-
play space in six of the seven chaii
and independent stores used in thi
test."
Q. Are French-speaking
ences confined to Quebec?
audi
A. No. There are groups of French
speaking people in Canada's midwest
CBC's French network goes out t<
these provinces and the stations als<
have, of course, their own local shows
many of them of a homey, intimate
nature. For example CHFA, Edmon
ton, Alia., invites listeners from al
over the province to drop in at tht
station and tell friends on the air hov
they are, how their relatives are
whether anyone is in the hospital, aru
so forth.
Two Saskatchewan French Stations
CFNS, Saskatoon; and CFRG, Gravel
bourg. were built with the funds o
their listeners, about 50,000 in all, whr
contributed $400,000 so they coulc
have their own radio stations in a se;
of English air programing.
There has been considerable inn
gration from East European countrie
(especially Slavic I since the war. Mor
than a million immigrants have com<
in during the past 10 years. * •* *
CKDA
BRITISH COLUMBIA
Your
"swim" station!
From CKDA's own boat —
Chatham Chief — B. C. lis-
teners are kept posted on all
Juan de Fuca straight swim-
mers.
CKDA
now 5000 watts
Dial 1280
126
SPONS0F
i
THOSE CLICKING NOISES
The loud, clicking noises you hear from UP
NORTH are not just Geiger Counters announcing
more uranium.
The cash registers are also clicking mightily up
here in Canada.
\\ e suggest that you explore the Canadian market,
with Core Research as your guide. Research is our
l>u>ines>. with market, media and motivation re-
search our specialties. But, basically, service is
what we offer.
\^ rite or telephone. It will he a pleasure to explain
how we can help you earn handsome returns on
your Canadian activities.
rket
motivation
medi
RESEARCH
30 Bloor Street West Toronto 5. Canada WAlnut 1-4163 • Albeit A. Shea Director
ADVERTISERS' INDEX
• 256,000 TV sets .... serving over a million
people
• Only VHF station covering this multi-billion
dollar market
• Well outside the range of either Chicago
or Milwaukee television signals (90 air
miles)
• Only VHF station feeding top CBS and
ABC network shows to this densely popu-
lated rich, midwest area
• Combined rural and industrial following
.... ideal for test campaigns
• YES, THERE'S REAL SALES POTENTIAL
IN REX-LAND
, WREX-TV
J>channel(J3)
R0CKF0RD - ILLINOIS
NETWORK AFFILIATIONS f®} • ABC
REPRESENTED BY
H-R TELEVISION, INC.
AIMS
Air Trails Group
Alexander Film _
BMI
CBS Radio Network.
CBS TV Film
Columbia Pacific Radio Net
Eastman Kodak .
Evans Productions ..
Hollywood TV
M ld-< 'diitinent Broadcasting
NBC Radio Network ._
Negro Radio South
Publicidad Badillo
Pulse
RCA
Skyline Group
TPA
TSLN
Adam Young
Ziv
110
,114-115
108
112
78-79
18-19
15
77
lin
..._36-37
F<-
.-12-13
113
106
90
73
108
62-63
34
BC
All Canada, Toronto
BMI, Toronto, Montreal
Caldwell, Ltd. Toronto
.67, 68, 69, 70
61
123
116
Canadian Broadcast Co., Toronto 59
CFCF, Montreal 125
CFRX, Edmonton _ 122
CHRC, Montreal 124
CHUB, Nanaime, B. C. 118
CJAV, Port Alberni, B. C. 118
CJOR, Vancouver 125
CKCO-TV. Kitchener, Ont. 119
CKCK-TV, Regina, Sask. 117
CKCW, Moncton, N. B. 122
CKDA, Victoria, B. C. 126
CKOK, Penticton 126
CKOV, Kelowna, B. C. 121
CKRC, Winnipeg 120
CKWX, Vancouver 118
Core Research 127
KAMQ, Amarillo
KBET-TV, Sacramento
KBIF, Hollywood
KBIS, Bakersfield, Calif.
KERG, Eugene, Ore.
KFAli, Omaha
KFAL, Fulton, Mo.
KFMB-TV, San Diego, Calif..
KGER, Long Beach, Calif. _
KHOL-TV. Kearney, Nebr. _
KLZ-TV, Denver
94
110
8
128
108
17
111
35
113
107
33
112
99
109
81
14
10
115
65
5
11
80
113
71
16
WBNS-TV, Columbus, Ohio 83
WBT, Charlotte, N. C. 38
WBZ, Boston 100-101
KMBC, Kansas City, Mo. _
KMJ-TV, Fresno. Calif.
KNAK, Salt Lake City
KOLN-TV, Lincoln, Nebr.
KONO, San Antonio
KPQ. Wenatchee, Wash. __
KRIZ, Phoenix
KRNT, Des Moines
.103,
KSAN, San Francisco
KTBS-TV, Shreveport, La.
WAPI, Birmingham
WBAY, Green Bay, Wis.
WBEN-TV, Buffalo
WBNS, Columbus, Ohio _
WCBS, New York
WCCO-TV, Minneapolis
WCUE, Akron, Ohio .
WDAY-TV, Fargo, N.
D.
WEHT-TV, Henderson, Ky.
WEMP, Milwaukee
WFAA-TV, Dallas
WFMY-TV. Greensboro, N. C.
WGR, Buffalo
WIBYV. Topeka ..
WICS-TV, Springfield, 111. __
WILK-TV, Wilkes-Barre
WJAC-TV, Johnstown, Pa.
WJHP-TV, Jacksonville, Fla. _.
WKBN-TV, Ycungstown _
WKXB-TV, W. Hartford, Conn.
WKOW, Madison
WI.i'l.. Minneapolis
WMGT, Pittsfield, Mass. .
VY< >W TV. I 'maim _
Wl'AL, Charleston. S. C.
WI'KN. Philadelphia
WPIN, St. Petersburg, Fla.
WREX-TV, Rockford, 111. _
WSAU-TV. Wausau, Wis.
WSJS, Winston-Salem, N. C.
WSM-TV, Nashville
\\ S' IK, Nashville
WSPD, Toledo
WTOP, Washington. I >. r.
WTRF-TV, Wheeling
YVTV.T. Miami. Fla.
WWJ, Detroit
WXEX-TY. Baltimore
. 6-7
9
. 102
. 85
. Ill
. 24
. 95
. 20
. 129
103
74
114
. 109
. 84
. 104
104
. 106
112
86
IBC
102
3
111
12S
107
107
75
106
105
76
. 89
. 93
. 23
-IFC
the
big
look
is
to
kbi
bakersfield
California
97
DOMINATING CALIFORNIA'S
SOUTHERN SAN JOAQUIN VALLEY
WITH POPULAR MUSIC AND NEWS
24 HOURS A DAY!
representatives :
SAN FRANCISCO DAREN McCAVREI
NEW YORK
CHICAGO
ST. LOUIS
LOS ANCELES
ADAM YOUNC |R.
128
SP0NS(
Ituhartl V. Ilvath. who has been with the
Lea Burnett < ompany for 19 of the 20 years the
lirrn has been in business, has just been elected
president of that agency. He succeeds Leo Burnett
who becomes board chairman. The agem \ is one
hi the "top 10" in air billings, ranked sixth in that
category in 1954, placing $33.8 million in ait
advertising (by sponsor's estimate). It represents
sin h prominent air-users as Procter & Gamble,
Kellogg Co., Toni Co., Philip Worris, ( ampbell
Soup. Mars. Inc. PUlsbury Mills.
Kalstoti II. Coffin has been named to the
vice-presidency of advertising and sales promotion
of the Radio Corp. of America; he has been director
of the same activities for the past 18 months,
lie is responsible for the administration of the
RCA advertising budget, of which approximately
30% is devoted to radio and television. Coffin
joined RCA in 1949 as director of advertising of
the former RCA Victor Division. He came to Rt 1
from McCann-Erickson where he had held an
account executive post tor five years.
Louis G. Cowan, creator of the Ret Ion-
sponsored tv success, The $61,000 Question, has
joined CBS TV as a producer and program de\ elopt r
on a full-time basis. His production company,
Louis G. Cowan, Inc., will continue with Harr\
Fleischman as president, Steve Carlin as executive
v.p. At CBS, Cowan will be responsible for the
creation of new tv ideas and programs. His
programing ideas have been setting trends for oier
1") \enrs with such shotvs as Kay Kyser's College
oi Musical Knowledge, Quiz Kids. Slop the Music.
It iffintll .1. Hart will take over the presidential
post at the Advertising Research Foundation on
1 November, succeeding Edgar Kobak. Hurt has
just retired after 31 years as director ol advertising
oi E. I. duPont de Nemours, Inc. He has Ions
been an active figure in advertising associations,
is a former president, vice president and director
oi the Association of National Advertisers and an
ex-V.p, of the National Better Business Bureau
anil the Advertising Federation of Imcrica. He is
also a director of the Audit Bureau oj Circulatii
has been on the ARE board since 1953.
Sell the Nation's
14th Largest Market!
. . . use WGR's
Salesmen of the Air
THE KEATONS
9:15 - 9:50 AM Mon. - Fri.
Buffalo's only Mr. and Mrs. Show.
Interesting discussions of topics of the
day. Their "Stamp of Approval" on
your product means sales.
BOB CLACY SHOW
2-6 PM
Mon. -Fri.
Music, humor and interviews. Ideal
show to reach Buffalo housewives.
PLUS
Outstanding 5 and 10 minute
News and Weather Spots
Station
■ Hotel Lafayette
M Buffalo, N. V. '
NBC Basic Affiliate
Representatives :
FREE AND PETERS
2 AUGUST 1955
129
I " ' "
ss&ss 8™
H IBM n S
nmr uS B
■■
1953
289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages l(!l
SPONSOR
The magazine radio & tv advertit « *
SPONSOR builds on a solid basis. Our polii M
issues of tangible \alue to national advcn
ad agent ies— and the advertising will foil'
sense approach to t\ and radio trade paper | '"■
has appealed to station advertisers increasing si*
first issue in November 1946. Today SPON- '
and linage are at an all-time high. And 7 "I
readers are buyers of tv and radio advertisin
Tv shows hit
peak quickly
Canada French
radio is strong
Big money
quiz cycle
60 °o gains for
atz "I.D" sales
Radio booms at
local ad level
Vdmen discount
Hearst tv rap
'Margie" to do
daytime strip
LL
REPORT TO SPONSORS tor 22 lagul IOM
With big new batch of tv shows soon to break for fall, admen are
focussing on question: "How long before you know if show's a hit?"
Consensus among advertisers, agencies surveyed by SPONSOR is that you
can tell from first few shows. (See article page 44.)
-SR-
French-Canadians, traditionally loyal to radio, are even more so
after tv comes into home. Study by International Surveys, published
in Canadian "Marketing" magazine, shows Montreal tv homes do more
radio listening than Montreal radio-only homes. Listening increase
is primarily during day, which is in high demand in Canada on both
English and French radio. For full details on 1955 Canadian radio,
tv, see section starting page 51.
-SR-
Flow of new quiz shows with spectacular prizes has begun following
meteoric rise of "$64,000 Question." First is MBS's planned "Quar-
ter Million Quiz," scheduled for fall start if sold by then. Prizes
alone, however, aren't secret of a quiz show's success, points out
Lou Cowan, "$64,000 Question" packager who joined CBS TV as producer-
idea man last week. It's appeal of contestants chosen which is
vital, he feels.
-SR-
Plan of Katz rep firm to package daytime 10-second "I.D." availa-
bilities and price them at a flat rate has paid off in nearly 60'
increase in business on Katz-represented tv outlets. Gain was made
between March and June. Under Katz plan, stations offer 15 daytime
"I.D.'s" at cost of 3 at night. Tv Sales Manager Scott Donahue now
expects a sellout on daytime "shorties" in a few months.
-SR-
Radio continues to make rapid growth at level of local advertisers,
with local business running some 12.5": better than last year on
average, says RAB's Kevin Sweeney. With May and June setting local
radio sales records, Sweeney predicts banner $390,000,000 year at
grass roots level. Biggest category of local customers, in order:
auto dealers, grocers, department stores, according to survey.
-SR-
Propaganda score of Hearst Advertising Service in listing 174 firms
who have exited network tv in past 5 years was made, many admen feel,
with loaded dice. Many firms on list (Bulova, Babbitt, Charles
Antell, Canada Dry, Max Factor, Hudson Paper, Peter Paul, Ronson, Tea
Council, etc.) merely moved into spot tv, now spend millions. Many
others were (a) too small, (b) too regional to keep in step with
network growth. Biggest laugh-getter on list is General Tire, whose
General Teleradio is now one of heavyweights of tv broadcasting, tv
film features (it just bought RKO) and tv syndication.
-SR-
Innovation in local-level daytime programing is slated by Philadel-
phia tv outlet WPTZ. Starting 5 September, station will run syndi-
cated (by Official) film series "My Little Margie" on 5-day-a-week
basis. Station believes this is first time former nighttime network
show has been given daytime strip treatment.
-I
AUGUST 1955
131
SPONSOR
SPEAKS_
Where's "Monitor" going?
In a few short weeks NBC's Monitor
has emerged as the hottest subject in
radio. Some see it as the most stimu-
lating thing to happen to network ra-
dio programing in years. Others are
convinced Monitor is a danger to the
medium's economic health. Whether
you're pro or con, this is not the
kind of development any adman or
broadcaster or national rep can ignore.
Monitor raises so many questions
for the future of radio, we haven't
space to note them all. First: How far
does NBC intend to go with Monitor?
( At presstime NBC was studying ex-
pansion of Monitor to weekdays and
night?, i
Will one or more competing net-
works follow suit with similar pro-
graming on a major scale? And is
there room for more than one Moni-
tor? Or is that segment of the audi-
ence which enjoys a pot pourri of in-
formation, service and entertainment
served sufficiently by one such pro-
gram service?
The most basic question of all is:
Will Monitor drain billings which
might have gone into spot radio to the
point where stations are hurt finan-
cially ?
You'll find the debate over the an-
swers raging hot and heavy this fall
and while it's the broadcasters and na-
tional reps who are most directly con-
cerned over the economic implications,
in the long run it's the advertisers who
will be making the most basic deci-
sions. It will be up to the advertiser
to decide whether the Monitor pattern
becomes widespread by the way he
spends his dollars.
* * ♦
Reminder 2: avoid a muddle
Since 1952 there's been no measure-
ment of tv coverage and set counts.
Now there may be four launched next
year (not to mention the Census Bu-
reau project), as a sponsor article this
issue reveals (page 39). Obviouslv
we're headed for a muddle which will
make the confusion of 1952, when
there were only two studies (NCS and
SAMS), look clean-cut by comparison.
SPONSOR believes the private organi-
zations planning studies would be ill-
advised to proceed when NARTB is
now on the verge of establishing an of-
ficial industry circulation body — to be
called Audited Television Circulation
IATC).
But as we point out in an editorial
accompanying this issues article on
the subject, NARTB can do its part in
preventing the impending muddle by
(1) moving fast and (2 1 making its
progress and intent to move aheac
clear to all (see page 40).
* * *
Before you kill that jingle . . .
The phone rang a few weeks ag(
and it was an agency man in the Mid
west calling to ask if sponsor had evei
done an article on how long you car
run a radio jingle. We hadn't recent
ly so we assigned a reporter to get th<
answer. The conclusion that emergec
after a canvass of some of the bes
words-and-music craftsmen in the busi
ness was that a good jingle can be a«<
less.
So this is what we wrote the Mid
western agency man.
"You say your client is concernet
because some of his friends ask bin
when he's going to change his jingle
Our advice is that a client's best friend
may be the worst judges of his adver
tising. If you have confidence in you
jingle, if there's no basic copy changi
requiring dramatization by a new mu
sical identification, why change?
"Radio jingles, because they com
mand attention, are frequently ma
ligned by the people who have a lo\
tolerance for advertising in genera'
But a jingle does the most for an a<
vertiser after it's become establi>li<
through long use as his radio tradf
mark. It becomes as much a part i
a company as its logo in print ad\-
tising. Like anything else, how
there are good, bad and indifferei
jingles. If you're interested in talkin
to some of the best craftsmen in th
field, drop us a line and we'll be gla
to suggest a few names."
For more on jingles see page 4:
1 p pi a use
Producer's producer
Because $64,000 Question is the
fabulous success it is, you can expect
to hear of programs proposed in which
contestants can win anything from the
Hope diamond to the state of Texas.
But those who attempt to go Lou
Cowan's brainwork one better by
multiplying the boodle, will be missing
the. point Lou grasped with his first big
hit, the Quiz Kids, 15 years ago. It's
not the size of the prizes alone that
makes a quiz show click, it's the peo-
ple themselves, the human stories
which unfold naturally in the attempt
to win.
Into each of his programs over the
years, like Quiz Kids, Stop the Music,
Doivn You Go and Conversation, to
name a few, Lou has put the kind of
attention to detail in staging and se-
lection of cast or contestants which
have given him a reputation as the
producer's producer. 804,000 Ques-
tion went through 17 auditions in front
of live audiences before Lou Cowan
had finished polishing the basic idea.
$04,000 Question has so captured
front pages and living rooms across
the nation that many are inclined to
link his current move over to CBS as
a producer and idea-generator with the
success of this one show. But it wi
back in March long before the pr<
gram started on the air that Bill Pale
Frank Stanton and Hubbell Robinsc
began discussing the assignment wit
Lou Cowan.
Lou. though he's best known for h
successful quiz show formats, hi
interests as broad as television itsd
We see him as playing an importa
role in the battle of ideas waged on tl
one side by NBC with its whirlwind ■
Pat Weaver-inspired programing ar
CBS, on the other, now tooling up
seek to swing the pendulum of excit
ment back in its direction.
132
SPONSC
5&ee-n-<A-/IN A SERIES OF
WOW-TV
ON-THE-AIR SALESMEN
Farm Service Director, MAL HANSEN
Farmers
BRIEVE
MAL HANSEN!
BECAUSE he has broadcast on Radio WOW
and WOW-TV daily for ten years.
BECAUSE he has intimate contacts with all mid-
western farm organizations and agriculture schools.
BECAUSE he knows farmers personally. Each
year he travels 15,000 miles to visit farmers and
farm gatherings. He is the most sought after
speaker in midwestern agriculture.
BECAUSE he is nationally recognized. He is
past president of the National Association of
TV and Radio Farm Directors.
BECAUSE more than a thousand farm folk have
followed his annual farm study trips, including
two to Europe.
BECAUSE he has an expert staff, headed by
Associate Farm Director Arnold Peterson.
BECAUSE he is with a Meredith Publishing Co.
station affiliated with "Successful Farming"
magazine.
MAL HANSEN TELLS AND SELLS
If you want Believable Mai to sell for you, call
any Blair TV man or Fred Ebener, WE 3400, Omaha, Nebraska.
channel
OMAHA
Max Power
CBS
NBC
Affiliated with 'Better Homes & Gardens" and "Successful Farming" Magazines
A Meredith Station . . Frank P. Fogarty, Vice Pres. & General Manager.
NOT THE CHORUS...
I
y^ When Adam J. Young Jr. Inc. represents your station, you get '
concentration on YOU exclusively. '.
In talking to advertisers, we're not selling a long list of stations—
we concentrate on YOU and the market YOU serve. '.
We represent only 20 top radio stations . . . each in a widely
separate and distinct market. ;
This policy of exclusivity of concentration gets such impressive results ■
that we can afford to concentrate on the star . . . not the chorus. *
AD AM J.YOUNG Jr.
INCORPO
477 Madis
irj Th
RADIO S~T ATION REPRESENTATIVES
New York • Boston • Chicago • St. Louis • Los Angeles • S.
prr.lVEO
SEP
7 1955
izine
radio and 1/ advertisers
■'
or
use
RFPFIVFn
VHERE THE B&Nl TEST SHOWED A 98% INCREASE IN SALES!
I HAYDN R EVANS, Gen Mgr Rep. WEED TELEVISION
5 SEPTEMBER 1955
50< per copy »$8 per year
MONITOR: DOES
IT HURT RADIO?
LIST OE LATEST
NET TV PRICE!
page 49
How radio tv helped
Vim add 41 stores
in seven years
page 54
The South's
first TV Station
is RICHMOND'S only TV Station!
In Virginia, don't be satisfied with less than WTVR's ALL-AROUND, POWER-
PACKED SERVICE from RICHMOND, "the Capital City". Buy with
the confidence and assurance that your campaign on WTVR. "the wide area sta-
tion" will he handled by A PIONEERING TELECASTER with SKILL.
KNOWLEDGE AND ABILITY. WTVR's proven record offers experience long and
varied which spells SELL AND RESULTS. Is This SUCCESS FORMl W
working for you? Call Blair TV, Inc., New York, MUrray Hill 2-5611.
WMBG AM WCOD FM WTVR TV
First Station of J irginia
A Service of HAVENS & MARTIN, INC.
WMBG REPRESENTED NATIONALLY BY THE BOLLING CO
WTVR REPRESENTED NATIONALLY BY BLAIR TV. INC
Big tv tabs on Price tags for production and talent on biggest tv shows this season
top fall shows are dwarfing big tickets on last year's shows. Hour-long programs,
like "Chewy Show" on NBC TV and "20th Century-Fox Theater" on CBS TV
cost over $100,000 mark. NBC TV spectaculars are now nearing 5275, 000
mark. Time costs are additional. Low-cost shows, however, still
make rating grade. "$64,000 Question" on CBS TV belies big figure,
costs sponsor only $25,000 weekly. (For costs of all sponsored net-
work television shows see page 49.)
-SR-
New sales plan In next few days, Katz Agency rep firm will start sales ball rolling
from Katz reps on new "group purchase" plan in spot radio. Flexible sales plan is
designed to wrap up many types of choice spot availabilities in
national-level package, and to compete with major radio networks.
Major group of stations, owned by leading broadcast firm, also plans
multi-market spot "package" for near future.
-SR-
Jew PM package Upcoming change in Philip Morris' package design, which may go into
has "tv appeal" effect this month, is due largely to television. Old brown package
with coat of arms had cluttered detail, lacked visual punch compara-
ble to PM's tv-styled Marlboro package. New design, of red, gold,
and white, will be telegenic in both black-and-white and color.
-SR-
<IBC affils weigh NBC Radio will roll out its reddest, plushest carpets when station
more "Monitor" brass of NBC affiliates gather in New York later this week. NBC is
seeking to extend weekend "Monitor" to 10:00 a.m.-to-5:00 p.m. format
during week, tailored for distaff listeners. Since affiliates rack
up something like half of all national spot revenue in this period,
elongated "Monitor" will meet opposition, hence kid gloves treatment.
NBC may offer more local slots in show as bait. (For article on
"Monitor's" economic implications for future of radio see page 39.)
-SR-
Baseball moguls Baseball management is still blaming tv, not itself, for slumps at
sk tv "blackout" boxoff ice. Yankee general manager George Weiss has proposed to
Giants and Dodgers that they "black out" night tv baseball games next
season. Combined loss of admissions, says Weiss, for 3 clubs this
year has been 600,000 attendees. Weiss' plans ignore fact, however,
that multi-market survey by p.r. firm of Stephen Fitzgerald & Co.
for Commissioner Ford Frick says prime cause of audience loss is bad
location of ball parks, poor service, parking — not tv.
-SR-
$ facts on Dollar spending in spot tv, long a subject of agency guesswork, may
spot tv due be out in full view shortly, if present negotiations of TvB and
N. C. "Duke" Rorabaugh go through. Final details of such a project
are being hammered out (see story this issue page 42).
^— — MM ^— — — — — — ^— ^^ — — — • «M — MM MM ^— MM MM MM MM MM MM MM MM ■
SPONSOR. Volume 9. Ji - - 1955 Published Mweek' SOB PublleaU - S
•'Ik. IT Printed it 3110 Blm Ave.. Baltimore. Ml S< a FMI 111 ' 9 * ' " - where. Enle-ed a- - atter 29 J«n. 1915 it Ba
It I I'OIM TO SPONSORS for .> September 1955
BAR firm steps
up airchecks
TvB revenue
hits $500,000
CBS TV's faith in
situation comedy
Local clients buy
more tv film
Tv goldmine: an
NBC or CBS link
Lucky pitch
best liked
Monitoring firm of Broadcast Advertisers Reports is pushing a stepped-
up sleuthing service to top agencies. BAR now monitors radio and tv
in 14 key markets, expects to up list to 30 by end of 1956. Firm
recently began monitoring network shows as well. Using tape recorder
method, firm provides such hard-to-get information as what brands of
multi-product advertisers are sold on network shows.
-SR- "
NBC TV is latest network to join TvB, whose membership now consists
of CBS, NBC, 152 stations, 8 reps. Revenue in TvB's first year will
probably top $500,000.
-SR-
"Situation comedy is not dead. Only bad situation comedies are
dead," stated CBS TV programing v. p. Hubbell Robinson in recent net-
work closed-circuit program previewing 2 new comedy shows, "You'll
Never Get Rich" with Phil Silvers and "Joe and Mabel." Said Robin-
son of the 2 shows: there are no jokes, they are not typical Ameri-
can families or set in typical towns, they are not "wholesome to the
point of revulsion."
-SR-
Sales of syndicated film shows to local sponsors are on big upbeat,
says MCA- TV. Two-thirds of 100 markets in which new film show, "Dr.
Hudson's Secret Journal," is being aired were bought by local admen.
In almost all cases, sales were made directly to client or agency,
not to station. MCA-TV has boosted 3 sales directors — Tom McManus,
Ray Wild and Hank Long — to v. p. level to concentrate on local level
sales efforts. They report to sales v. p. Wynn Nathan.
-SR-
FCC study of tv station income in 1954 shows that era when big tv
outlets pushed network around in matters of clearance, contracts is
ending. Affiliation with tv webs of CBS or NBC is now worth $30,000
monthly or more to station.
-SR-
Lucky Strike commercials are best remembered and best liked among
all tv advertisers, Advertest study during June 1955 found. Lucky
Strike was also leader in similar study last year. (Study is based
on sample of 745 tv homes in New York metropolitan area. ) Advertest
also found both men and women prefer male tv announcers.
More v channels
on horizon
Kefauver blast
arousing parents?
-SR-
Creation by FCC of more vhf channels is distinct possibility, Wash-
ington observers believe. Present allocations system requires sepa-
ration of channels on fixed mileage basis to prevent interference.
FCC plan now taking shaoe would drop new v's among existing channel
allocations. Directional antennas, power limitations would keep new
v's from interfering with existing channels. (Principle similar to
that long used with radio station. )
-SR-
Sponsors of action-type kid shows can expect increase in letters pro-
testing violence in wake of Kefauver report condemning "saturated
exposure" of children to crime and violence on tv. Kefauver report
called for FCC supervision of programing but at same time pointed out
no link between crime and crime shows has been proved. Trouble is,
said report, nobody's proved tv can't promote crime.
(Sponsor Kvports coittituips page 1 33 J
SPONSOR
TV Area
TV Sets
1 New York
4,730,000
2 Chicago
2,255,000
3 Los Angeles
2,107,168
4 Philadelphia
2,094,852
5 Detroit
1,553,200
6 Boston
1,308,362
7 Cleveland
1,195,000
8 Pittsburgh
1,134,110
8, "mil r In
TT^^^PVvikLf
^LANCASTER
91295ff
12 Milwaukee
774,803
13 Washington, D
C. 741,000
14 Cincinnati
724,140
15 Indianapolis
663,000
316,000 WaHs
WGAL-TV
LANCASTER, PENNA.
NBC • CBS • DuMont
WGAL-TV's 316,000-watt signal on Channel 8 beams a clear
picture from its mountaintop transmitter location to a wide area
which collectively creates the tenth largest TV market in the Na-
tion. Stations in only nine other areas reach more television sets
than those in the WGAL-TV Channel 8 Mighty Market Place.
STEINMAN STATION Clair McCollough, Pres.
ffepreienfan'ves:
MEEKER TV, INC.
New York
lot Angeles
Chicago
San Francixo
Channel 8 Mighty Market Pla
Harrisburg Lebanon Hanover Gettysburg
York Reading Pottsville Hazleton
5 SEPTEMBER 1955
ce
Chambersburg Waynesboro Frederick Westminster Carlisle Sunbury Martmsburg
Shamokin Mount Carmel Bloomsburg Lewisburg Lewistown Lock Haven Hagerstown
advertisers use
Volume 9 Numl
5 September 19
ARTICLES
DEPARTMENTS
Does Monitor sales strategy help or hurt radio?
Where does network flexibility end and affiliate business infringement begin?
Broadcasters, network executives and agencymen give their views on this
question centering around NBC's "Monitor"
Is the iron curtain on spot tv $ figures lifting?
Spot dollar figures may soon be made available to the industry, at least as far
as tv is concerned. This first step toward the removal of secrecy concerning
these vital statistics may be sponsored by TvB through data from Rorabaugh
Stunt commercials sell Sandran on tiny tv budget
Rugged "Torture Tests" on tv demonstrate floor covering getting abuse it would
never receive in actual use. Heavy merchandising of "Tonight" participations
have raised sales 108%, with tv outlay 70% of relatively small ad budget
39
42
44
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, Arthur E. Gold ■
SPONSOR BACKSTAGE
TOP 20 TV FILM SHOWS
TV RESULTS
ROUND-UP
SPONSOR ASKS
P. S. -
AGENCY PROFILE, Lloyd White ■<,.
RADIO COMPARAGRAPH
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
What the B&M test means to IUV II
What did Burnham & Morrill, its broker and new ad agency learn from the
recent 26-week tv test? How will it affect their future advertising plans? 4f»
IS'etworh tv costs: $25,000 is peanuts
Prices for the average show are rising but, despite this, there is a trend toward
more big shows than ever. Listing of network tv shows with prices is given 49
How to get "tear sheets" in radio
Kansas City agency, R. J. Potts-Calkins & Holden, monitors its clients' spot
radio campaigns via tape. Admen go directly to markets used, play tapes for
station managers and discuss any shortcomings in delivery, time or adjacencies 5Z
Vim: nearly a 300% growth in seven years
Metropolitan New York appliance chain grew from 15 stores in 1948 to 56 in
1955, allocates 35% of ad budget to the air media through Frederick Clinton 54
SPONSOR MMDEX: J.4\l/.4RY-JI7IVE 1955 57
COMING
Editor and President: Norman R ii
Secretary-Treasurer: Elaine Coup- 3
Vice President-Genl. Manager
Vice Pres.-Advg. Director: Jacob
Editorial Director: Miles David
Managing Editor: Alvin M. Hatta
Senior Editors: Charles Sinclair, All
Associate Ed tor: Evelyn Konrad
Assistant Editor: Ed Feldrrann
Contributing Editors: Bob Foremar
Editorial Assistant: Florence Ette'
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (Wester
Edwin D. Cooper, (Southwest Mai
M. Giellerup, (Midwest Manag
Alpert, (Production Manager) Jo
chok, Charles L. Nash, George Bier
Circulation Department: Evelyn
scription Manager), Emily Cutillo, Ot
Kahn, Minerva Mitchell
Office Manager: Catherine Scott
Readers' Service: Augusta B. Sheail
Accounting Department: Eva rvl
Lillian Paul
Secretary to Publisher: Hele-
]%egro Radio Section: J 955
SPONSOR'S annual look at the size and scope of the Negro Radio field outlines
programing trends and points way to most efficient method of using Negro radio 19 Sept.
IVftt/ spot business is booming
Spot radio and tv revenues are still climbing. SPONSOR analyzes major ac-
counts and their thinking, airs views of broadcasters and agencymen
19 Sept.
Published biweekly by SPONSOR PUBLIC* •
combined with TV. Executive, editorial Ctl
Advertising Offices: lu B. i'.'th St. <4»uil
New York 17. X. Y. Telephone: MUrruri
Chicago Office: 161 E tirand Ave. Pix
1^., Angeles Offlci 6087 Suns
I'b, rir Hollywood 1-8089. Dallas Office:
St. Phone STerltng 3591. l»rl"ting Offl'
Aw . Baltimore 11, Md. Subset iptioni: |
$8 a year. Canada and foreign $9. Sinsj
Printed in V 9.A. Address all eon
K I'.'th SI New York 17. X Y Ml'rr
Copyright 1953. SPONSOR PUBLICATH' ■
J.
KTHS
(LITTLE ROCK)
buzzes into Bee Branch, too:
KTHS— Basic CBS in Little Rock— is the only 50,000-
watt station in Arkansas. It is heard and
believed by hundreds of thousands of people
throughout the State.
Bee Branch (Ark.) for example, is part of our hive.
True, it only has 141 souls, hut there are
hundreds and hundreds of other such com-
munities— some larger, some smaller — which
combine to give KTHS interference-free
daytime coverage of over 3-1/3 MILLION
people!
Your Branham man has all the BIG facts on KTHS.
Ask him!
ICTHS
50,000 Watts
CBS Radio
BIOADCASTING FROM
LITLE ROCK, ARKANSAS
Represented by The Branham Co.
Uiler Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
The Station KTHS daytime primary (0.5MV M) are*
hat t pooul.ition of 1.002.758 people, of »h»m over
100.000 di not [Will primary daytime lervlee (ram
any other radio station . . . Our interference-free
ii.ivtime coverage area has a population of 3.377.433.
The NBC Radio affiliate in Seattle, Washington . . .
' 20th largest metropolitan area in the country
. . . is a 50,000 Watt clear channel station with a
frequency of 1,000 Kilocycles. It covers 617,570
families in Washington and Northern Oregon plus
a large bonus audience in Canada.
KOMO
1
otM
_ is nationally represented
NBCl SPOT SALE 8
30 Rockefeller Plaza, New York 20, N. Y.
Chicago • Detroit • Cleveland • Washington, D. C. Representing
San Francisco • Los Angeles • Charlotte* WRCA New York
WMAQ Chicago
Atlanta* • Dallas* *Bomar Lowrance Associates i»».«j. a p
Representing RADIO STATI
WRCA New York WTAM 0
WMAQ Chicago KOMO Si
KNBC San Francisco WAVE
KSD St. Louis KGU Ho"|
WRC Washington. D. C.
and the NBC WESTERN RADIO
"
The 100,000 Watt NBC Television affiliate in
Seattle, Washington, Channel 4, covers a
market area of 1,816, HI people with an effective
buying income of over three billion dollars,
A bonus market in Canada and Oregon totals
an additional 588,367 people.
QMO-TV
S E ATTLE
is nationally represented by
SPOT SALES
SO Rockefeller Plaza, New York 20, N. Y.
Chicago ' Detrmt • Cleveland • Waehington. D. c. Representing TELEVISION STATIONS
Son Francisco • Lot Angeles • Charlotte* W1CA-TV New York KOMO-TV Seattle
Atlanta* • Dallae* 'Bomar Lourrancc A—oeiate*
WNftQ Chicago KPTV Portland. Ore.
KRCA Lot AngrlrM WAVE-TV LouimlU
KSD-TV St. Louie WR6I Schenectady-
WRC-TV Washington. D. C. Albany-Troy
WNIK Cleveland KONA-TV Honolulu
lTD^
They bring
the MOUNTAIN
to MAHOMET
Some broadcasters cry in their martinis
for the good old days when thousands
flocked to see radio.
Others get off their swivel chairs and take
radio to the people.
Over one million visitors see as well as
hear Stu Wilson, veteran disc jockey and
special events director of KBIG Catalina,
broadcast from the September Los Angeles
County Fair, world's largest, at Pomona.
Daily they shaks h's hand, hear his music
and verbal vignettes, then walk away with
KBIG pictures and literature.
Focus of KBIG promotion is its Volkswagen
mobile broadcasting studio. Every day of
the year a KBIG disc jockey broadcasts
from the Volks, somewhere in the eight-
county territory served by The Catalina
Station.
Southern California millions have met such
KBIG personalities as Wilson, Carl Bailey,
Larry Berrill ... at county fairs of San
Diego, Riverside, Orange; Hemet Farmer.
Fair, Holtville Carrot Festival, San Bernar-
dino Orange Show, Los Angeles Sports-
men's Show, Hobby Show, Do-lt-Yourself
Show ... on populous beaches . . . Long
Beach, Corona del Mar, Santa Monica . . .
in window and parking lots of a market,
restaurant, furniture store.
They say radio has become a personal
companion in kitchen, bedroom and car.
KBIG mikemen go further: they're taking
themselves to the people, making the
station-listener relationship a personal
thing.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, Cclifornia
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
6T»
at
I)
IB
Howard Flynn, Walter McCreery Advertising,
Beverly Hills, was impressed recently with results
of a query to KTTV, Los Angeles, viewers asking
ij they wanted a fourth run of "Victory at Sea." This
query, made at the sj>onsor's suggestion on the last
night of the third run brought in 9.003 calls and
763 letters within 24 hours. "We immediately
scheduled the fourth run," says he. Howard feels
that the most effective way to evaluate a time period
is to check on sales results of programs one buys.
"1 do think that sales results align themselves with
ratings. That's one reason why I like to buy radio
sports events of national importance, such as the
Memorial Day Race in Indianapolis on KBIG,"
which I bought for an industrial account.
Mary "Mickey" IHcMiehael, BBDO, New
York, complains, "August is no longer early enough
to start buying for September and October starts.
It seems as if everyone is now asking for avails
in July. Some stations hold firm to the 30-day
confirmation period while others will give more time,
but subject to a firm contract. Part of the solu-
tion is in priority lists and acting immediately
when a prime spot is offered. Some of the stress
of getting 8:00-10:00 p.m. adjacencies in one-
station vhl markets will be eliminated with the FCC
grants for a second vhf in the area." Nor does
Mickey underestimate the value of working closely
and well with both station reps and management.
"It's important to be among the first to learn of
an availability, so that your client gets first choice."
Beth .Yorman. Richard N. Meltzer Advertising,
Los Angeles, worked both as talent and in pro-
duction in radio and tv back in her San Francisco
days. She adds that this background comes in
handy at the oddest times. "When you're buying
time, ratings are very useful of course." Beth admits
"But vour own background should help you evalu-
ate the selling power of a particular time slot. The
most important factor, however, can be selective
selling. For instance, the ivomen who are interested
enough to watch or listen to home sewing lessons
might not add up to a high rating but are very apt
to be good prospects for sewing machines, zippers,
or yard goods." Beth says if program and time slots
sell her product, she doesn't care about ratings.
SPONSOR
Gus Saunders' Show
2:00 to 3:00 P.M.
Monday thru Friday
Another low-cost buy
Easy Listenin
with FRED LANG
3:00 to 5:00 P.M.
Monday thru Friday
FOR A 5-DAY SATURATION OF THE BOSTON AREA
Customers who BUY your products are fed up with rock 'n roll
noise. In droves they're tuning to 680 for MUSIC easy on their
ears. They get news and weather, too. This is where your messages
will reach them. For here they find MUSIC That's MUSIC
and they stay all day for smooth, E-A-S-Y LISTENIN'.
Ask your H-R Man or WNAC Representative for availabilities
WKI A f* 50,000 WATTS
NAL 680 KC
KEY STATION OF
THE YANKEE NETWORK
DIVISION OF GENERAL TELERADIO, INC. 21 BROOKLINE AVENUE, BOSTON 15, MASS
Reprinted from WNAC's September I955 Trade Campaign
5 SEPTEMBER 1955 S
How to Look
a Gift Horse
in the Mouth
ay you look at a KSDO
3ns extra listeners
;go's billion dollar market.
KSDO delivers more home
listeners than any other station
in San Diego . . . HOOPER.
More out-of-home listeners.
These extra listeners— at no increased
cost — is our gift to you.
May we show you how a good look
at this gift will pay-off for you?
Representatives
|ohn E. Pearson Co. — New York
Chicago — Dallas — Minneapolis
Daren McCavren — San Francisco
Walt Lake — Los Angeles
y
by Bob Foreman
I v eats writers /•/.«• the Greek monster Minotaur
As I've heard it told, there once was a monster named the
Minotaur who devoured Cretan maidens and boy youths in
52-week cycles. It wasn't until recently, however, that a more
voracious Caliban came along and took the title away. I re-
fer, of course, to Television, which consumes more boys and
girls daily than Princeton plus Wellesley disgorge in a year.
But I shall not dwell on this phase of the medium's insatia-
bility; instead, I would like to shed a tear or two over the
way tv uses up material. Story matter, that is.
The Ivory Tower Boys are constantly hacking away at
television for its sameness and I guess they are right. There
is a certain similarity of situation and plotting as one twists
the dial across the various channels.
I can't say, not being statistically inclined, just how manj
situation-comedies have dwelled on the problem of inviting
the boss to dinner or how many of the current crop of
anthologies have unfolded Westerns in which the Bad Man
has turned respectable and doesn't want anyone to know of
his past, especially his curly headed daughter, only to dis-
cover he has to shoot it out with a notorious fast-draw artist,
thereby divulging his own skills in the matter.
By the same token, when the daily newspapers devote a
column or so to an item on how some intrepid denizens of
an Iron Curtain Country stole a locomotive and scrammed,
you can bet your bottom ruble there will be at least six live
shows that will work up the same plot in the next few week-.
The film shows will come along with it later, of course,
changing the locomotive to a sailboat.
But let's not be too unkind. All of Show Business since the
beginning of time did not use up as much material as tele-
vision has in the few years it has been operative. Furthermore,
each season can only increase the difficulties of making or
keeping fresh a dramatic series.
Here is the reason for the trend to situation drama which
provides continuity of characters, locale and relationship.
This type of program can lean less heavily upon plot struc-
ture and can rely to a far greater degree on familiarity, on
the running gag. and on the strengths of established character-
izations— and thus the audience tends to overlook the plot-
cliche or even the lack of plot.
When Lucy and Ethel are involved in a situation you've
I Please turn to page 74 I
10
SPONSOR
KSD KSD-TV
WJm
FOR SPOT ADVERTISERS
Re
()(faxT
Having attained a 93% penetration
for black-and-white TV in Metropolitan
St. Louis, KSD-TV is now expediting
the development of COLOR TV in
the nation's 9th largest market.
Therefore, until further notice, KSD-TV
is making its slide and film COLOR
facilities available to Spot Advertisers
without additional charge.
NBC AND NBC-TV
NETWORKS
National Advertising Representative:
NBC SPOT SALES
THE ST. LOUIS POST-DISPATCH
BROADCASTING STATIONS
££
5 SEPTEMBER 1955
11
•■'
fe^
4
WBKE'TV NOW AMERICAS
MOST POWERFUL STATION WITH
HERE'S WHY
YOU SHDULH BUY
T
Ch.28
Wilkes-Bar re, Pa.
POWER . . . PUNCH . . . PERFOR-
MANCE . . . PERFECT PICTURE ....
PROGRAMMING . . . PERSONNEL
. . . PERSONALITIES . . . PULLING
POWER . . . PEOPLE I I And now . .
... a MILLION WATTS of power to
make even our previous achievements
seem picayune.
WBRE-TV has to its record sorm ,
standing "Firsts" but none < |
than being the FIRST MILLION ,
TV STATION IN THE NA
WBRE-TV applied for and rectivi
first million watt tv station grant j
the F.C.C. It is a source of u*-
that we have been abl»^ — £^i
grant in less than \x<^
-TVCh.
NBC
|# CAARONDALE
li
4/V(J|00 BASIC BUY.
National Representative The Headley-Reed Co.
li
m
WBRE-TV Serves a 17 Count
Area in a Matter of Minute;
WBRE-TV's Regional News Cover-
age is produced by a 10 man news
staff, with cameramen strategically
located at vantage points over the
vast area served by WBRE-TV.
News is received, developed and
aired the same day it happens...
often while the news is still being
made.
For News WBRE-TV is the only
medium to cover the above 17
Counties.
Nov. 1, 19S4 Wilkes-Barre-Scrantc
Telepulse-Evening News Ratim
were ai follows:
WBRE-TV 17.4
Station B S.8
Station C
Station 0 2.4
Set Count as of March i^_- — Tq^S
245,0^ r£p^v
-TV Ch. 2
W.I
>Q 8AS
makes it an
NBC Network
First Million Watt
Ion in the Nation!
Serving 2.000.000 Population!
Verified Set Count 225.000!
md consider th.it now you can
»-r the entire Northeastern area ol Pcnn-
aaaJa \Mth the Nation a most Powerful
tfjB- WBRI I \
With .1 full schedule of NBC shows oal
standing local shows . news and sport-.
coverage <>f local! regional and national in-
terest. WBRE rV is the basic station buy
m this thuU\ popoiatcd utdustrial agrical
tural m.ukit
Wilkes-Barre. Pa.
BUY! n.H^.,4wc.
tfere*
fcProot
tf+9M0
I7tf67'l2
...of
WBRETVs
SUPERIOR SALES POTENTIAL
• mJton w«ttt co**'i 1/ of *h# 67 DJ
II! «. *-*-ing « combined r«t«d l*Wl
tqu>v«l«nt to th« N«t.o» i 12tll rnarttt B«>(.-
mo»», Md.
WBR6-TV ,i the POWERHOUSE ol Norihe-a.t-
tm Pffnn>ylv_fli« , i«r».ng 0'*' '225,000
l«ti w,th the moit powerful ptoqu
lo<«l. 't9>On«l and n«t>0"«l '
Based on 1953 Retail
Sales Figures Reported by.
O' <"« Ntdon'i 100 Mtt'opalit<>< County fell.
W.lkei B«»r Luwno County 'inked 65th ....
S<r«nton, l«l«»«nn« County 99th . . . . y,(
tht combined rtUtl l«Ul of th«it two mejor
Ptnn»ylv«n,4 merketi co't'td by WBRE-TV. H.
ceeded thoit of tht Net.on i 40tll '«*«'' wt«
m«fktt, Sen Be'nerdmo. Celifomie.
In edd.t.on to th.i ,mp.e».«e Let, WBRETV _,th
W'j'mWiS *oo©«
0/tfrT BUY!
Wilkes-Barre,
I WBRE-TV Always Head of ihe Class
<$&*
The nations first Million Watt Station servo a 70-mile
radius, comprising 17-counties (plus) in N. E. Pennsylva-
nia with a population of over 2.000.000.
ARB and PULSE surveys show that WBRE-TV has an
average weekly share of audience of over 10% and leads by
23ri- to 400rr over the other stations!
One station . . . WBRE-TV . . . delivers the viewers in the
key marketing areas of Wilkes Barrc. Seranton. Hazleton,
Sunbury and Williamsport.
Verified Set Count of 250,000 as of April 1955
fe^G
Your Headley-Reed representative has these and
more facts to
WBRE-TV . .
more facts to prove the consistent class Icjiii^-r^ i
. he will be glad to show them \ ^
wm
-TV Ch. 28
Wilkes-Barre, Pa.
Nit ■»*»'• D»#'»»»*»a* -•
QS/C BUY/ TV, M.otle, »— , Co.
I\
*t
On stage at WBEN-TV . . . and a crew of experts goes to
work ! Experts because WBEN-TV's well-knit team of
directors, announcers and technicians have been with this
pioneer station since its beginning in 1948. These TV
veterans have had seven long years of experience in the
production of television commercials.
WBEN-TV scheduling assures enough rehearsal time for
every commercial. Two fully equipped studios permit
staging effects that are polished to perfection.
Standards like this cost no more, — that's why more and
more time buyers buy WBEN-TV more and more often.
Let quality production tell YOUR story in a quality way.
*«*
x*
&
i*
«■*
CBS NETWORK
WBEN-TV
«t*-e
o^
\c
\*
^f
BUFFALO, N. Y.
WBEN-TV Representative 4
Harrington, Righter and Parsons, Inc., New York, Chicago, San Francisco
MADISOHi
iron
SPONSOR invites letters to the editor.
Address 40 E. 49 St., New York 17.
B&M TV TEST
SPONSOR certainl) deserves lots oi
credit for the Green Bay test of t\ •
sales effectiveness for B&M beans
As one who has long believed t!
media research should be concentra
on measurement of results. I can onr
hope that \our pioneering effort wil
stimulate others to make such tests.
H. M. BEVILLE
Director,
Research & Planning
NBC
• We plati to <lo more studies aloii£ -inn'.
lines. Any candidates please appl) ti> SPONsul
For a follow-up article on the KX M scries .<■
pace 46 this issue.
I would be ver\ much obliged if jroi
would send me two or three copies o
the Procter and Gamble story whit
\ou have now made up into a booklet
Robert A. Wulfhorst
Media & Space Buyer
Dancer-Fitzgerald-Sarnpl
New York
We are subscribers to sponsor bu
missed the Procter & Gamble article-
Would you please send us a copj ?
J. C. FlTZPATRICK
President
Fitzpatrick Bros.
{Determents, cleaners, soaps
Chicago
P&C SERIES
I wish to compliment sponsor f<
the thorough and splendid job done (
the P&G story. Not onlv does this 8
ries of articles obviously show a gre
deal of exacting research and invest
gation, but the report comes off as
formula — an example in a sense th
those of us in advertising media CI
refer to.
I had all members of the tv ai
radio department here read tl
series. . . .
David E. Durston
Director Radio and 3
Lynn Baker Advertisin
New 1 ork
• Reprints of the four-part Procter & Caml
■erica which appeared in the 16 Mav, 30 M
13 June and 27 June 1955 issues of SPONSI
are now available at 40c a copy. Address
quests to Sponger Ser\ ices Inc., 40 E. 4°th *
New York 17. N. Y.
I Please turn to fxtge 17 I
14
SPONSC
MAXIMUM POWER . . . MAXIMUM TOWER
HEIGHT ... IN THE RICH MARKET OF
RICHMOND
PETERSBURG AND CENTRAL VIRGINIA
WXEX-TV covers all the rich heart of
Central Virginia. Its tower is 1049 ft. above
sea level — the maximum height allowed.
It's 943 ft. above average terrain — more
than 100 ft. higher than any station serving
the Richmond market. And WXEX-TV has
maximum power — 316 KW.
So you just can't cover more land area
or more TV families with any other station!
You can get the whole exciting story of this
new basic NBC-TV station for Richmond,
Petersburg and Central Virginia from your
Forjoe man.
'WXEX-TV
Basic NBC-TV Network - Channel 8
Tom Tinsley, President Irvin G. Abeloff, Vice-President
Represented by Forjoe & Co.
5 SEPTEMBER 1955 15
KuWt*tt6 outo, (Xk&
*We ought to know . . . we were the
first with the most . . . 316,00 watts.
■
'I
But in Louisville . . .
WHAS-TV Programming pays off!
"THE HERBIE KOCH SHOW
10:00—10:30 P. M.
Sunday
(Market's only live Sunday
musical, with the nation's
largest studio organ.)
Are you participating?
VICTOR A. SHOLIS, Director
NEIL CLINE, Station Mgr.
Represented Nationally by Harrington,
Righter & Parsons,
New York, Chicago, San Francisco
Associated with The Courier-Journal
& The Louisville Times
16
Vour Sales Message Deserves
The Impact of Programming of Character
BASIC CBS-TV NETWORK
SPONSOR
Happy Wilson
of
Yawn Patrol
4:45 to 6:30 a.m. Monday-Saturday
Stars Sell on
Alabama s
greatest RADIO station
Birmingham
Happy has become Birmingham's
No. 1 Hillbilly personality during
his twenty years of entertaining on
WAPI. He builds extra popularity
by traveling all over Alabama
making personal appearances.
On his early morning record show
"Yawn Patrol" Happy has a wide
following among farmers and the
large early rising industrial popula-
tion of Birmingham.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy hearing
Represented by
John Blair & Co
Southeastern Representative:
Harry Cummings
40 E. 49TH
I < ontinued limn pa ,■ l l
ALL MEDIA
The Institute foi Motivational lf<--
sean li fui rushed us h iili -mum- n
i ill pei taining i" vai ious aspe- ta "i
motivation research, including "Whj
admen buj whal the) do" "I j oui \ 1 1 -
Media Stud) . \\ e would be vei ) glad
indeed t<> have all the othei artii les of
the study.
W <■ are i loselj • onnected « iili the
Vurnberg School of l\< onomics and
So. -i;il Sciences. W <• look for the latesl
material available both in German]
and abroad, espe< iall) in j our i ounti ) .
Dr. (.i in
InstUut Fui lbstaz-l nd
I erbrauchsforschung,
\iirnberg, German,1)
• SPONSOR'!
I- 1 alaalioa Sladj
'eaeyclomedia," ih.- "All-Medii
i- .. ,.i ,i,i. ,i - i , Uiicle copj.
BUYERS' GUIDE
W hal do j on .I., to sell the produi ts
of iin association when the brands of
ii- members are issued under differing
labels and with descriptions of the
product which van considerably? \\ e
faced thai kind of situation recently in
preparing a campaign For the Associa-
tion of Japanese Crabmeat Packers in
five major I . S. markets.
\n important part of our solution
was to use homemaking shows on t\
with strong merchandising follow-
through. We think \ou'll be interested
to learn that we used sponsor's Buyers'
Guide to Station Programing in draw-
ing up our list of t\ stations with
strong homemaking programing. It
was a big help in launching what now
looks like a quite successful promotion.
\m)|<i.u \. \ LADiMIR
Radio-Tv Plans Director
Gotham-} ladimir idv. Inc.
\ ew ) ork
a Manj readers ha*.- reperted thr> in,,l thr
Bayers1 t..iid.- an in, altiahl.- tOBree in |>rt-parin£
radio and i% campaigns. SPONSOR'! ,nri..-iiv
about thr Japanese crab meat problem b piqued
and we're rh.-rkinc reader Vladimir for the de-
tail*. Look* like thrrr'- a -lor> there.
TIMEBUYINC TIPS
Not infrequently I find interesting
.uii.le- in SPONSOR, but occasional!)
there comes one which in m\ opinion
i- especiall) so. I'm referring particu-
lar^ to "Tips on timebuying from -i\
veterans" in a recent issue. Whoever
did it deserves a pat on the back, and
so do \ <ni for running it.
S vm \ ITT
Timebuyer
Biow-Beirn-1
\ etc ) ork
WLOL
IS THE HOTTEST
STATION IN
THE NORTHWEST!
No matter how you figure it —
it's a cold fact that WLOL
always gives you more listeners
for your ad dollar. WLOL is the
top-rated independent station
— leading all other independents
and three of the four networks in
the Twin Cities, according to
PULSE. Out-of-home WLOL leads
every station. It's MUSIC. NEWS
and SPORTS that makes WLOL
your best buy!
THE TOPPER IN
INDEPENDENT RADIO
\!ZZ3£L!.
MINNEAPOLIS -ST. PAUL
5000 WATT' DN YOUR DIAL
LARRY BENTSON /' rleni
Wayne Red " Williams, Mgr.
Joe Floyd, 1" /'
5 SEPTEMBER 1955
17
o
0
0
•
0
p
9
C
0
0
c
0
o
0
0
o
0
•
o
e
t
c
The advertiser wl
0
jlked
No trade secret is more jealously guarded by
advertisers than the specific effectiveness of
their television commercials.
The other day we succeeded in coaxing one of
them into talking about a particular 90-8econd
announcement which was broadcast one night
at 8:26 on the CBS Television Network.
Immediately following the broadcast 29,972
people in the audience sat down and wrote to
an address in New York City. The postmarks
disclosed that each request had been mailed
prior to 11 p.m. the same night.
The fuse which touched off this explosion of
letter- writing was an announcement offering
free samples of Nescafe to anyone who wrote
and asked for them. The offer was made by
The Nestle Company on its CBS Television
program on the evening of September 19, 1953.
Over a period of eighteen months 15 similar
announcements, each taking no more than a
minute-and-a-half, yielded a total of 2,163,775
requests from the audience.
More than any words, these statistics speak
volumes about the extraordinary impact of
television — its power to activate swiftly and
simultaneously vast numbers of people —
and the economic consequences of this power.
Although conspicuous for its dimensions, the
Nestle story is typical of what happens when
an excellent product, effectively presented,
receives the exposure of the largest single
advertising medium in the world.
CBS TELEVISION
Cattiivg • . • • oj» Recalling
HOOPER STYLE *** PULSE STYLE •-#
HOOPER STYLE
PULSE STYLE
•'••>:-:■.
••v •••"'■ .■-•■■■»: '■
. t ..■ •■ . •mfc^.r, . ^ j
: j <•.-;.*
**£ xuiamnioi^
FIRST PLACE Hooper,* first place Pulse.**
That's WHB with nearly as many daytime listeners
as all other K.C stations combined, according to
Hooper (45.1%). Mid-Continent programming,
ideas and excitement arc responsible. The product
you're responsible for: Want more folks calling for
it and recalling il .' Call the man from Blair or
WHB General Manager George W. Armstrong.
Iveragt short of audit net 7 a.m.-6 p.m., Mon-Fri., Junt
July, 1955
** Average sluire of Qudiencc 6 a.vi.-6 p.m., Mon-Sat.,
March-April, 1955
The most listened -to station
in Kansas City is
10,000 WATTS, 710 K.C.
^Stf
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
WHB, Kansas City
Represented by
John Blair & Co.
20
SPONSOR
J\ew and renew
a
i
ft
5 SEPTEMBER 1 955
I.
New on Television Networks
SPONSOR
AGENCY
STATIONS
i
Petroleum Inst. Pittsburgh
NBC
k
Pittsburgh
Fuller & Smith & Ross,
Ckv
NBC
L
r & Co. Chi
Henri. Hurst & McDonald.
Chi
ABC 83
1 pi NY
Y&R. NY
NBC
I NY
DCS&S. NY
ABC 83
1 « Hint
Kudncr. NY
CBS 146
99*11 Soup. Camden, Nj
BBDO. NY
NBC
ZmII Soup. Camden. N)
Leo Burnett. Chi
ABC 83
»Oiough-Pond s, NY
I Walter Thompson. NY
NBC
Hi Mills. Mnnpls
Knox Reeves Adv. Mnnpls
ABC 83
«.< Mills. Mnnpls
BBDO. NY
CBS 72
«>l Mills. Mnnpls
Tatham Laird. Chi
CBS 64
4fil Mills. Mnnpls
D-F-S SF
ABC
Ail Motors. Chevrolet Div. Dctr
Campbcll-Ewald. Dctr
NBC
it n & (ohnson. New Brunswick
Y&R. NY
NBC 63
* n & (ohnson. New Brunswick
Y&R. NY
NBC
* n ti Johnson. New Brunswick
Y&R. NY
NBC 48
Masland Sons. Carlisle, Pa.
Anderson & Cairns. NY
CBS 67
Labs. Elkhart. Ind
Ccoffrcy Wade. Chi
CBS 74
Pen. Jancsvillc. Wis.
Tatham-Laird. Chi
ABC
1 & C.imblc. Cm for Ivory,
Compton. NY
NBC 126
:o & Duz
Oats. Chi. for Aunt Jemima
| Walter Thompson. Chi
ABC
< Purina. St Louis
Cardncr Adv. St Louis
ABC
•ft Ids Metals Co. Richmond. Va.
Buchanan. NY; Clinton E.
Frank, Chi
NBC 65
A Inc. Stamford. Conn.
Fitzgerald Adv. New
Orleans
CBS
UTd Brands. NY
Ted Bates. NY
NBC 63
f»"d Brands. NY
Ted Bates. NY
NBC 73
» Rolls. Hobokcn
NBC full net
*:o. chi
Leo Burnett. Chi
CBS 76
4k n Oil & Snowdrift Sales.
K&E. NY
NBC 97
t> Orleans
Kit
all Pharmacal. NY
B-B-T. NY
CBS 93
PROGRAM, tima, start, duration
1976; 4 30-5 30 pm Oct 9. one time only
To alt with Coodyur Tv Playhouse. Sun 9 10 pm
16 Oct
Mickey Mouse Club M-F 5-6 pm . 3 Oct. 52 wks
The People's Cholci Th 8 30-9 p m; 6 Oct
Mickey Mouse Club M-F 5-6 pm ; 3 Oct; 52 wks
The Honcymooners; Sat 8 30-9 pm . 1 Oct. 52 wks
Star Stage; alt F 9 30-10 pm ; 9 Sept 52 wks
Mickey Mouse Club; M-F 5-6 pm. 3 Oct. 5.
Star Stage; alt F 9 30-170 pm ; 16 Sept; 52 wks
Mickey Mouse Club; M-F 5-6 pm . 3 Oct 52 wks
Carry Moore; F 10-10 15 am; 2 Sept; 52 wks
Talcs of the Texas Rangers; Sat II 30-12 noon;
3 Sept; 52 wks
The Life & Legend of Wyatt Earp; alt 2 8 30-9
pm; 6 Sept
The Chewy Show; T 8-9 pm; 4 Oct; 17 wks
Tennessee Ernie Ford Show; T 12-12 15 pm; 9
Aug; 7 wks
Ted Mack Matinee; T 3:15-3 30 pm ; 9 Aug; 7 wks
The World of Mr. Sweeney. T 4 30 4 45 pm 9
Aug; 7 wks
Carry Moore; W 10-10:15 am; 24 Aug; 12 wks
Bob Crosby; T 3:45-4 pm ; 27 Sept; 52 wks
The Life & Legend of Wyatt Earp; alt T 8:30-9
pm , 6 Sept
Jane Wyman's Fireside Theatre; T 9-9:30 pm; 6
Sept. 52 wks
The Adventures of Ozzic & Harriet; every 4th F
8-8:30 pm; 30 Sept
Crand Olc Opry; every 4th Sat 7-8 pm
Frontier; Sun 7:30-8 pm; 25 Sept. 52 wks
Robert Montgomery Presents the Schick Tv
Theatre; alt M 9:30-10:30 pm; 12 Sept; 52 wks
Tennessee Ernie Ford Show; M-F 12-12 15 pm seg;
15 Aug; 52 wks; 27 Sept T. F
Howdy Doody; all M 5:30-6 pm; Sept; 52 wks
Pinky Lee Show; Sat 10-10:30 am: 17 Sept
Carry Moore; alt Th 10:15-10:30 am; 1 Sept. 52
wks
Valiant Lady. M-F 12 noon-1215 pm; 6 Sept;
52 wks
Name that Tune; T 7:30-8 pm ; 27 Sept; 52 wks
Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Aknum Ltd. NY
|. Walter Thompson. NY
CBS
Omnibus; Sun 5-6:30 pm : 9 Oct
n & Williamson Tobacco.
Iisvillc
• Myers. NY
Ted Bates. NY
CBS 53
Robert Q. Lewis; alt F 2-2:15 pm; 30 Sept; 52
wks
Four Star Playhouse; alt Th 9:30-10pm: 22 Sept:
52 wks
Arthur Codfrey Time; M W 10:45-11 am: 24 Oct;
Y&R. NY
CBS 98
• Myers, NY
Y&R. NY
CBS 53
52 wks
Cibell Soup, Camden. N)
B8DO. NY
CBS 71
Lassie: Sun 7-7:30 pm; 11 Sept; 52 wks
Briad Rice. Houston
Leo Burnett, Chi
CBS 76
Carry Moore; alt F 10:45-11 am; 16 Sept; 52 wks
v« al Dynamics Corp. NY
Morcy, Humm & John-
NBC 25
Youth Wants to Know; Sun 2:30-3 pm: 14 Aug;
stone. NY
13 wks
< c Battle Creek. Mich
Leo Burnett. Chi
CBS 70
Houseparty; T Th 2:30-2:45 pm: 30 Aug: 52 wks
i Bros. NY
F. C & B. NY
CBS 44
Uncle Johnny Coons; Sat 1:30-2 pm; 3 Sept: 52
wks
Appointment with Adventure; Sun 10-10:30 pm;
nllard. NY
Y&R. NY
CBS 116
25 Sept; 52 wks
• Sewing Machine. NY
Y&R, NY
CBS 110
Four Star Playhouse: alt Th 9:30-10 pm; 29 Sept:
52 wks
m Elec. NY
J. Walter Thompson. NY
CBS 91
Beat the Clock: Sat 7:30-8 pm : 24 Sept; 52 wks
oCo. Chi
Weiss & Ccllcr. Chi
CBS 75
Bob Crosby; Th 3:30-3 45 pm: 1 Sept: 52 wks
3 Advertising Agency Personnel Changes
NAME
•*• w Armstrong
<*rd M. Baker
fclanks
*-* nce Barnard
• C Black
j* F. Black
Bovraem. |r
FORMER AFFILIATION
NEW AFFILIATION
Leo Burnett. Chi. vp in charge of art
Ansul Chemical. Marinette. Wis., director of publ rels
Ruthrauff & Ryan. NY. vp
Life. NY. drug mdsg mgr
Kendall Foods. LA. adv mgr & divisional sales mgr
Benton & Bowles. NY. acct supvr
McCann-Erickson. NY. vp
Same, also member of bd
Brady Co Appleton Wis. vp in chg publ rels
Same, member of bd
Carl S Brown NY, dir of mdsg
Erwin. Wascy & Co. LA. sr acct exec
Same, also vp
Same, also director of r-tv planning
In next issue: Mete and Renetced on Radio Network*; Broadcast Industry Kxi>utn, .;
A<"ir Firms. \<>ic Offices. Changes of Address. Agency t/>l>ointmcnt*
I'.hn D
Austin A
Thomas 3
Julian
Field 131
William E
Browncll 3
5 SEPTEMBER 1955
21
5 SEPTEMBER 1955
\i>iv ami rvnew
Vernon
Bowcn (3)
Henry
Cragg (4)
Myron P.
Kirk (3)
lames F.
Black 13)
Stephen
Gardner (3)
Clarence
Hatch, Jr. (31
3. Advertising Agency Personnel Changes (cont'd)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Vernon Bowen
Ceyer Adv. NY, acct exec
Same, also vp
Thomas C. Brennan
Radio-tv producer, NY
Foote, Cone & Belding. Chi, r-tv suvpr
Julie Brown
Compton. NY. in chg media research
Same, assoc media director
William E. Brownell
Campbell-Ewald. Detr, copy chief
Erwin. Wasey, NY, vp & copy chief
John D. Burke
Erwin, Wasey, NY, vp & copy chief
Lennen & Newell, NY, vp & copy chief
Leo Burnett
Leo Burnett, Chi, pres
Same, chmn of the bd
Rufus Carlson
KVI, Seattle, special events director
Frederick E. Baker, Seattle, asst copy directo
F. Strother Cary, Jr.
Leo Burnett, Chi, admin vp
Same, also member of bd
Clinton R Clark
Dodge Div, Chrysler, Detr, coop, adv mgr
K&E, Detr, media director
Amadee J. Cole
Ceyer Adv, NY, creative director
Kudner, NY, copy chief
Shafto H. Dene
Kudner, NY, vp & copy chief
Same, also sr vp
George DePue, Jr.
Bryan Houston, NY, acct exec
Biow-Beirn-Toigo, NY, acct exec
Altred W. De Jonge
Harold M. Mitchell, NY, media director &
acct exec
Same, also vp
Ray Deitrich
tv producer, Santa Barbara
The Kemble Co. Santa Barbara, in chg r-tv d
Julian Field
Stephen Cardner
Ted Bates, NY
Lennen & Newell, NY, vp
Hazel Bishop, NY, natl sales mgr
Biow-Beirn-Toigo, NY, asst to pres
Philip E. Genthner
Scheideler, Beck & Werner, NY, vp & acct
exec
Ceyer Adv, NY, acct exec
Charles Hanson
Y&R, Detr
McCann-Erickson, Detr, sales prom acct exe
Clarence Hatch. Jr.
D. P. Brother, Detr, exec vp
Kudner, NY, sr vp
Richard N. Heath
Leo Burnett, Chi, exec vp
Same, pres-
Ray Hermann
Foote, Cone & Belding, Chi
D-F-S, NY, acct exec
Ernest A. Holmes
Joseph Katz, Bait
Carl S. Brown, NY, director of research & mk
Myron P. Kirk
Kudner, NY, vp & r-tv director
Same, also sr vp
Warren Krey
D-F-S. NY, traffic mgr
Same, coordinator of creative activity
Frank P. Lapick
F & S & R, Clev, Westinghouse apparatus
div, opers mgr
Same, also vp
William Lines
Pasadena Star-News, natl adv mgr
Erwin, Wasey, LA, sales prom staff
Eric G. Mantle
BBDO, Pittsburgh, acct exec
Same, also vp
Paul Martin
Geyer Adv, NY, tv art dir
K&E. NY. tv art director
jacquelin M. Molinaro
Foote, Cone & Belding, LA, space & timebuyer
Anderson-McConnell, Hllywd, media director
Robert P. Mountain
Y&R, NY, vp
Same, also director of r-tv dept
Russ Paulson
). Walter Thompson, Atlanta, acct exec
Same, SF
Otto Prochazka
Benton & Bowles. NY, creative supvr
Same, also vp
Arthur W. Ramsdell
Weiss & Geller, Chi, in chg of mdsg dept
MacDonald-Cook, Chi, vp & acct exec
Bob Roberts
Crosley Bcstg, Cin, prod mgr
Biow-Beirn-Toigo, NY, tv commercial dept
Maurice Sculfort
Compton, NY, hd space buyer
Same, assoc media director
Edward C. Simons
Ruthrauff & Ryan, NY, vp
Lennen & Newell, NY, vp
Ronald P. Smillie
Majestic Mfg. Huntington. Ind, sales exec
Krupnick & Assoc, St. Louis, acct exec
Charles Standard
NBC. NY, natl sales dept
Biow-Beirn-Toigo, NY, acct exec
Gordon Stephens
Gibbons O'Neill, Clev
McCann-Erickson, Clev, acct exec
Harold T. Tasker
Fuller & Smith & Ross, Clev, acct exec
Same, also vp
Austin A. Thomas
B & B, NY, art dept bus mgr; supvr prod
& traffic
Same, also vp
Jack Wormser
ABC, Hllywd, net dir
Erwin, Wasey. LA. director-expediter, r-tv de
William T. Young
Leo Burnett, Chi, vp in charge of creative
planning
Same, also member of bd
4. Sponsor Personnel Changes
NAME FORMER AFFILIATION
George Abrams
H. L. Barnet
C. W. Cook
Henry Cragg
S. Prall Culviner
Irvin Dunston
A. N. Steele
Block Drug, vp
Pepsi-Cola, NY, exec vp
Maxwell House Div Ceneral Foods, asst gen mgr
Minute Maid-Snow Crop, in charge Fla mfg
Edison Elec, NY, publ rels
K&E, NY, research dept
Pepsi-Cola, NY, president
NEW AFFILIATION
Revlon, NY, vp & adv dir
Same, pres.
Same, also vp
Same, admin vp
Sylvania Elec, NY, publ rels project mgr
Serutan & Pharmaceuticals, NY, director, mk
Same, chmn of bd
5. Station Changes (reps, network affiliation, power increases)
General Teleradio has acquired controlling interest in WEAT
■TV i. W Palm Beach
KCRA (TV), Sacramento, Calif has appointed Edward Petry
natl reps; goes on air in Sept.
KCOP. Hllywd, will increase its power to 170,000 w on 12
Sept.
KCRC-TV, Cedar Rapids, Iowa, is now operating with 316.-
000 watts of power from newly constructed 1 ,085 ft tower
KDAL-TV, Duluth, Minn has added 262'/2 ft to its tower and
antenna. It is now 8I6V2 ft above the ground and 2,049
ft above sea level
KFMB-TV, and KFSD-TV, San Diego, increased to 316 kc
on 20 July
KFOX, Long Beach, Calif, has appointed William C. Rambeau
natl reps
KFVD, LA, changed call letters to KPOP on August 1
KJBS. SF, has appointed Adam J Young natl reps, effective
10 August
KOMO (TV), Seattle, has appointed NBC Spot Sales natl reps
KTVQ, Okla City has appointed oseph Hershey McCillvra
natl reps
WAGA-TV, Atlanta, Ga, transmitting with new 1,100 ft
tower, 1.070 ft above average terrain
WBNY, Buffalo, appointed Burke-Stuart natl reps
WDEV, Wftcrbury, Vt, has appointed Everett-McKinney natl
reps
WDSU-TV. New Orleans, is now broadcasting with complete
color facilities
WCBE. Atlanta. Ca has been bought by Bartell Bcsters
Bartell operates WOKY, Milw; WMTV, Madison; WAPL
Appleton. Sale is subject to FCC approval
WCTH-TV, Hartford, Conn bought by CBS 8 July, subject tc
FCC approval
WHLI. Hempstead, NY, has appointed Cill-Perna natl reps
WHOT, South Bend, Notre Dame's commercial station, has
changed call letters to WNDU
WINS, NY, has appointed Burke-Stuart natl reps
WIRL, Peoria, has appointed H-R Reps natl reps
WJOB, Hammond, Ind, has appointed William C. Rambeau
natl reps
WJOY, Burlington, has appointed Everett-McKinney natl reps
WJRT, Flint, Mich, has appointed Harrington, Righter 6
Parsons natl sis rep
WKBH, La Crosse, Wis, has appointed H-R Reps, natl reps
WKBT, La Crosse, Wis, has appointed H-R Tv natl reps
WMGM. NY. has appointed George P. Hollingbery natl reps
WNAO-TV, Raleigh-Durham, N.C. has moved into new and
larger quarters at 2128 Western Blvd
WNOW (TV), York, Pa, has appointed Robert S. Keller natl
spot, net sis and sis prom rep.
WPAC, Patchogue, NY, has appointed Robert S. Keller s.s
prom and natl spot rep
WTSP. St. Petersburg, Fla, has appointed Forjoc natl reps
WTVD, Durham, NC, has appointed Edward Petry natl sis
rep, effective 1 Sept
WW). WWI-TV. Detr. have appointed Free & Peters natl reps
22
SPONSOR
WHO's Farm Director,
HERB PLAMBECK
gets behind the
IRON CURTAIN!
YOU'VE been hearing about the twelve American
farm experts who are now touring Russia, while
twelve Russian farmers study American agriculture
in Iowa.
We of WHO are tremendously proud that our own
Herb Plambeck was chosen as the only radio farm
news man to accompany the American delegation
to Russia. He's taking pictures and making on-the-
spot recordings. You will be able to hear these on
WHO. His material will be available to NBC, ABC,
CBS, MBS, Clear Channel Broadcasting Service and
the U. S. Department of Agriculture.
You can imagine the pressure that must have been
used by every sort of medium, for representation
on this trip. Why was Herb selected? Because, in
addition to being the favorite farm commentator in
America's most productive farm area, he was recom-
Affiliate
mended by the U. S. Department of Argiculture and
by the nation's three largest farm organizations —
The American Farm Bureau Federation, the National
Grange and the National Farmers I Hion (also by
the National Association of Radio and TV Farm
Directors, and other groups).
Herb's Russian tour is a tremendous "plus" for
WHO listeners and advertisers. It's the sort of "plus"
you always expect — AND GET — from Iowa's most
important station.
BUY ALL of IOWA-
Pius "Iowa Plus"— with
FREE & PETERS, INC.. National Representatives
Dm Moines . . . 50,000 WaHs
Col. B. J. Palmer. President
P. A. Loyet, Resident Manager
5 SEPTEMBER 1955
23
the
big
listen
is
to
kbis
bakersfield
California
970
The only popular music and news in-
dependent station in Bakersfield and
Kern county, dominating California's
Southern San |oaquin Valley 24 hour'
a day!
representatives:
SAN FRANCISCO DAREN McCAVREN
NEW YORK
CHICACO
ST. LOUIS
LOS ANCELES
Arthur E. Goldman
Director of Advertising
Gunther Brewing Co., Baltimore, Md.
ADAM YOUNC |R.
"There's a lot besides advertising that I learned from George
Washington Hill,*' Gunther Brewing Co.'s Art Goldman recalls.
"For one thing, though I was in my twenties when I worked for
him, I became a very light sleeper. Mr. Hill would think nothing
of calling me at 2:00 a.m. to make sure I'd see him at 9:00."
Goldman feels that directing advertising for Baltimore's Gunther
Brewing now is far less nerve-racking a task than his three-year
stint with American Tobacco.
"Mr. Hill had us gathered in the conference room one time to
listen to a playback of the Sophie Tucker radio show which we had
on for Roi Tan Cigars. When the transcript was finished, Mr. Hill
asked each of us how often Roi Tan had been mentioned, and after
each had guessed wrong, he shouted out triumphantly. 'Thirty-three
times!' and this, to him. was great advertising."
Of course Goldman doesn't ignore frequency impact today in his
advertising strategy for Gunther Brewing. Some 53$ of this firm's
$2 million budget (through Bryan Houston I is in television. The
firm s pattern is year-'round sponsorship of such svndicated film
shows as Badge 714 I NBC Film Division I and Waterfront I MCA-TV)
in Baltimore, their major market. Added to this are strips of sports
and news coverage over WMAR-TV and WBAL-TV.
"Selling beer is a 52-week operation," says Goldman. "Selling it
in the winter is as important as selling it in summer. It takes more
than a message during the peak season to keep a beer in top com-
petitive position."
To reach special groups, like Negro audiences, and to insure
maximum advertising impressions, Gunther also sponsors a nightlj
sports show and newscast on WBAL. "And during the summer.
we're running 400 radio announcements a week in Baltimore alone."
Gunther also uses heavy air advertising in Washington. D.C.,
Richmond. Norfolk. Lynchburg. Hanisburg. Altoona, Roanoke.
York and Lancaster.
"Mr. Hill was the master of hard sell." adds Goldman, "and I'm
of that school m\self. Our commercials make a strong, direct pitch,
tied in with the show whenever possible for easv transition.
A fast, decisive talker. Goldman doesn't even relax when at the
beach, has been known to sit down on the terrace and earn on
business during his vacation via long-distance telephone. * * *
24
SPONSOR
I
Air Trails N
(JISVILLE • DAYTON • COLUMBUS • SPRINGFIELD • ASHLAND -HUNTINGTON
MAKE MONEY
AIR SALESMEN !
PERSONALITIES WHO SELL !
IN LOUISVILLE • DAYTON • COLUMBUS • SPRINGFIELD • ASHLAND -HUNTIB
2LTN
Air Trails Network
STATIONS PONT
HAVE AIR TALENT
WE DO HAVE
AIR SALESMEN !
^n jy ^n ^n ^n ^n ^n Jfc ^n *fc ^n Jw ^ft ^s ^a 2j Tft ^v ^v ^v «& ^v ^v ^v ^v ^v
" 1 1 1 ii 11 1 ( 11
r-X* t*-,
WKLO
LOUISVILLE ^T
DISCOUNTS? Sure!!
when buying
an y 2 of the
ATN stations. . .
5 $ $ $$$$$$$$$$$$$$$$$$$$$$$$
when buying
3 or more of the
ATN stations. . .
5 $ $ $$$$$$$S$$$$$$$$$$$$$$$5
To deliver your message better
BUY
All Air Trails Network stations
J.iR Trails N
ETWORK
rKLO
MR
,b,m.,v-T.,0*EN
rem
WXNG
DAYTON
('"S /"OLDHAM \
Albanv->»"
sheTbT,
, FRAMKLINI
li.._,' !Con
- -— -,c**#-->»D{ Albany > V , ■
/'">\HARR'50NllS0N --'"'- - '.«o?.*> ; Lfi^mf J^l-r,
•'a KY ! "' /' i~*/^-WmU /w -• 53
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SAPCARP,
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_ VlckAH^M
if »»«•»
NtpM --
- -
5CIOIO
MAP KEY: Daytime coverage' large unshaded area. Nighttime coverage: smaller outlined area
Combined ATN coverage area
The consolidated coverage of the Air Trails Network— WKLO, WING, WCOL,
WIZE, WCMI — represents nearly $6 billion in buying power, $4 billion
in retail sales and 1,132,000 radio homes. Each station's market contains
thriving, diversified industries, with retail sales per family substantially above
national average, and agricultural areas where the dollar yield per acre is
a g the liijiliest in the country.
1955 foe
-J lliilliilllllillllllllllllliliilillllllllNIIIIIIIIIIII Illilllllllllllllllllllllllllll'llllllllllllllllltlllllllll mi, I mi
MARKETS
="" " i mini i iiiniiiiiiNi iiiiiiiiiiiiiiiiin inn i iiiiiiiiiinhiii
POPULATION
CITY _
METROPOLITAN
MARKET
RADIO FAMILIES
NET EFFECTIVE
BUYING INCOME
RETAIL SALES
FOOD SALES
GENERAL
MERCHANDISE
HOME
FURNISHINGS
AUTOMOTIVE
SALES
CITY
METROPOLITAN
MARKET . .
CITY
METROPOLITAN
MARKET
CITY
METROPOLITAN
MARKET
CITY
METROPOLITAN
MARKET ._
CITY
METROPOLITAN
MARKET .....
CITY
METROPOLITAN
MARKET
CITY
METROPOLITAN
MARKET
DRUG SALES
CITY
METROPOLITAN
MARKET ...
SOURCES: Radio (amili.
MAP KEY Dl large unthided vei SI r»«r tmalltr
ulna I markets and ATN combined market
j
WCOL
The Qa/ula/ Stalt^ti
WXZE
SPRINGFIELD
I I I I I M I
WCMI
ASHLAND • HUNTINGTON • IWNTON
i mi .. i.jjii.ii;.. iiuiuihii 1. 1. ii i mi liiiimiiiiiiiiiiiiiiiiiiiiiinn nun iiiiiiiiiiiiiiiiiiilliliiiiilllimililliiiliiliiillillllllllilllliiillllllliiniii i in
270,600 408,900 83,000 140,800
511,100 551,300 120,200 255,000
996,100 917,900 263,900 339,600
All TlAllS NcTWOIl
3,822,900
137,100
138,770
307,840
169,740 26,910
171,980 36,950
280,980 79,290
51,720
71,640
92,310
1,131,990
$565,655,000 $809,635,000
$999,947,000 $1,094,718,000
$1,726,778,000 $1,580,086,000
$151,692,000
$208,325,000
$428,900,000
$321,640,000
$332,941,000
$400,860,000
$5,930,875,000
$449,141,000
$596,922,000
$1,084,670,000
$597,408,000
$663,309,000
$1,137,691,000
$112,005,000
$126,115,000
$276,463,000
$187,670,000
$217,624,000
$253,299,000
S3.916.832.000
$101,245,000
$145,446,000
$263,384,000
$126,993,000
$146,360,000
$229,967,000
$26,497,000
$29,938,000
$61,573,000
$41,542,000
$53,642,000
$64,646,000
S891.726.000
$74,163,000
$79,024,000
$111,684,000
$96,475,000
$97,940,000
$119,482,000
$11,914,000
$12,058,000
$20,369,000
$22,884,000
$25,666,000
$28,779,000
S405.125.000
$22,457,000
$28,058,000
$50,905,000
$32,615,000
$34,187,000
$48,083,000
$6,559,000
$6,779,000
$13,164,000
$11,463,000
$12,532,000
$14,241,000
$184,170,000
$81,427,000
$107,267,000
$209,030,000
$118,012,000
$122,657,000
$177,595,000
$20,881,000
$22,905,000
$52,599,000
S40,799,000
$45,082,000
$52,863,000
$728,417,000
$16,768,000
$21,383,000
$34,097,000
$18,882,000
$21,118,000
$28,127,000
$3,487,000
$3,665,000
$11,363,000
$5,514,000
$6,345,000
$7,207,000
$118,930,000
her categories. sjtr> Management's iy">". Survey of Buy in* Power.'
AIR SALESMEN SELL!!
THESE TOP AIR SALESMEN
Shirley IVetu ►
fr>*
f$
promote
sales on. . .
She Also Charms Sales
As WING's Show Girl and sultry vocalist,
Shirley offers a special reason for WING's commanding
popularity among Miami Valley audit na s
ATN
An Trails Net wow
over
r=L^=L^
WKLO
loui sv i a t Tft~
WING
o«t ton
■^"'-i
WCOL
(Oimiii
QWIZE
wniiv
WCMI
a$MM0 - ii.» »C'D* ■ itOftiO*
■
WKLO
lou s v 1 1 1 f y%
J Imm) Otborn
I A biq hit-maker In
§*^ P^T' folk singer records;
^ *^-n his »fltm nomatpun
yXj/ style hypos iales
L u (f*
Jitnmj Logidon
Tiptop ad libber
with commercial*
botween his folk
nusic disk spinning
0
n
o o
/(. I I III I I I llll I.
Louisville's top d.|.
and sales stimulator'
to WKLO in
1951
I', ml i .ml, |
Top-rated d.j. from
Lenington and WLW
— land with qreat
sales success record
?
I ,
Ih,
His country music
a sensation in the
record field; biq
audience builder
O O
O
0
llinl Baldwin
Dayton's dean of
d.j. s and sales wii
whose quips are
constantly quoted
Jack Zeigin
16 years of news-
casting has made
him No. I favorite
In his local field
..,
■nr Itnrri
Comb
style
ment
ship;
ines unique
of d.j. com-
and salesman-
here 1 1 yrs.
Lea Bodine
r
A
W |
sa
we
hillbilly d.j.
o f ractu res
es records as
II as audience
£
11,11 K, 1,1
Miami Valley's lead-
ing sportscaster
whose influence
amazes advertisers
PERSONALITIES WHO SELL
for you!
Miles Faland
%. ||\ Hotshot at creating
store traffic; been
entertaining radio
audiences 18 years
SPtlNCtlllD
^
Hire I in Inn a ii
She's created sin-
gular sales rec-
ord in 12 yrs. of
women programs
Waller Furnis*
News commentator
27 yrs; has had the
same clients for up
to 15 years
o
IiiIiii Mil mill, ■>
Famed for his com-
edy characters on
sales powerhouse.
Rise with WIZE
Hull I llll till
Clicks as big in
producing sales as
he does with humor-
jus disc comment
( liii I ii'j., r
Produces maximum
sales among his big
hillbilly - western
music clientele
WCMI
ft
Buddy Cumin
Most sold d.j. in
Tri-State area pre-
sides over unique
4-hr. morning show
Q
Hill Campbell
Area s favorite all-
around mike talent:
clicks solidly witn
all age groups
Ii, i liiirlnn
Packs refreshing d.j.
style: exceptionally
effective with low-
key sales delivery
Thii presentation >u prepared In 1U entirety bj SPONSOR PRESENTA-
TIONS. INC.. under the supervision of Ben Bodec. for the Air Trills- Network
ATN
Air Trails Network
promotes sales on
directed by
Charles Sawyer
Former
U.S. Secretary
of Commerce
and Ambassador
to Belgium
It's SfiVM to d° business with us . .
WKLO
D. C. Summerford
WKLO general man-
ager; in radio manage-
ment and engineering
for 23 years; started
here in 1948 as tech-
nical director
WING
Jack Wymer
Station manager; now
in 25th year with
WING; his daily "Man
on the Street" for Coca
Cola now in its 20th
consecutive year
WCOL
William H. Spencer
WCOL manager; in
radio sales management
19 years; previously
spent two years with
other Air Trails stations
John Pattison
(Pat) Williams
Executive vice
prt sidt ni of tli,
Air Trails Nt t
work— WKLO,
WING, WCOL,
WIZE and WCMI.
Former president
of the Ohio
Association of
Broadcasters; 15
yean with Air
Trails
-* Alexander Buchan.
administrative assistant of th^
Air Trails Network. Former >
manager of WEOL, Eli/na, 0
WCCC, Hartford; 22 yd
WIZE
Mrs. V. Bennett
WIZE manager; an ac-
count executive at
WING four years,
coming from WSAI's
program supervisory
staff
WC1I
W. R. (Dick tff
Station it'
years in radio 0 '
WCMI on sale «*
casting,
news and p
for EASY BUYING :c77^ :inr or phone collect
Any H-R Representatives office [of] any John Blair & Co.
WING • WCOL • WIZE • WCMI
Pat Williams, Alex Buchan or George Lenning
or
for
WING
WKLO
121 N. MAIN STREET, DAYTON 2, OHIO
HEMLOCK 3773
IN INLAND CALIFORNIA iano western nevadai
RAD I O
These inland radio stations, purchased as a unit, give you more
listeners than any competitive combination of local stations . . .
and at the lowest cost per thousand'. (SAMS and SR&D)
In this mountain-isolated market, the Beeline serves an area with
over 2 million people and over 314 billion in spendable income.
(1955 Consumer Marl,
ENO
KFBK O Sacramento
KERN mbakersfiel0
flAC ClodtcJU/j &flGadCCL5iJA*q CofelfaOAtAf
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
5 SEPTEMBER 1955
33
CAPITAL TYPES #9
THE EXPEDITER
Calls himself "the short-
est distance between two
points": known around the
office as the Short Cir-
cuit. In constant touch
wi th a man who can ge t you
anything from a crate of
eggs to a hot motorcycle.
Favorite song: "In the
Gloaming." Writes poetry,
has a tendencyto fall out
of canoes.
In the Washington area,
one station gets more re-
sults faster for its ad-
vertisers than any other.
That station is WTOP Radio
with (1) the largest aver-
age share of audience (2)
the most quarter-hour
wins (3) Washington's
most popular local per-
sonalities and (4) ten
times the power of any
other station.
WTOP RADIO
Represented by CBS Radio Spot Sales
By Joe Csida
RCA's color tv drive repeats 45 rpm history
A couple of Backstages ago, in a piece on Pat Weaver, I
mentioned in passing, the faith, courage and financial re-
sources involved in RCA's introduction of the 45 rpm phono-
graph player and record. An elaboration upon this and a
brief recapitulation of the problems faced and dealt with in
successfully establishing the doughnut disk shed amazing;
light on the current color television situation.
To deal with ultimate effects first, it should be pointed out
that the development of the 45 rpm record has had major
effects on every person and organization in the phonograph
player and record industry, exactly as the eventual wide-
spread use of color will have on everyone in the television
business. Today, some 10 years after RCA introduced the
45 rpm record, approximately 55% of all single record sale^
are accounted for by 45 rpm, and 45% by the 78 rpm platters.
In 1945, when the 45 rpm player and disk was put on the
market there were obviously no 45 rpm phonographs in
American homes. There were some 16 million 78 rpm pho-
nographs in use. RCA met practically universal opposition
from other phonograph manufacturers and, for all practical
purposes, found it necessary to create a market for 45 rpm
records by selling 45 rpm phonographs single-handed.
Columbia had introduced the 33 1/3 rpm record, and most
manufacturers of both players and records who were inclined
to get involved in the new speeds rate race at all were going
into 33 1/3 production.
RCA put on the market a line of phonographs embodying
in one fashion or another the 45 rpm speed, along with 78.
and, in some sets, even the 33 1/3 speed. But its big gun in
the drive was a 45 rpm player attachment, not a phonograph
of itself, but a device which could be piped into any radio
or tv set via use of a simple jack. This it marketed for $12.95
retail, and occasionally, with a sample batch of good 45 rpm
records tossed into the bargain. As I recall it. RCA was los-
ing about $1.00 on every such attachment it sold. But it was
effectively developing the 45 rpm market.
The analagous nature of the current color tv situation. I
think, is glaringly obvious, with, however, some truly stagger-
ing exceptions. In the past several weeks. RCA has an-
nounced that this is the year it will establish color, by sub-
stantial mass production of sets at reduced prices. In the
(Please turn to page 86)
34
SPONSOR
"Positively, yes", say more than 150 highly-successful national, regional
and local advertisers who have used WBTW during the past year.
VYBTVY. with 316.000 watts on Channel 8, provides quality network
and local shows for 1.106.700 potential customers in the 26 Eastern Carolina
counties making up its basic service area. Those million potential customer-
have a billion dollars in effective buying income . . . and fully half of them
receive no other Grade "B" television signal.
Check WBTW by your own standards for a productive television budj
allocation. Let CBS Television Spot Sales show you how it qualit
in facilities, audience and results.
EFFERSON STANDARD BROADCASTING COMPANY
HEW PROOF. . .
one radio station dominates
he Great Lakes area
You'll start to find out about WJR's amazing
sales power the minute you put your nose in the
revolutionary new report on radio listenership
made by Alfred Politz Research, Inc.
Here's a really new method of audience study
— qualitative as well as quantitative. It proves
that radio stations, like printed media, have cir-
culations regular, faithful listeners.
Based on an extremely large sample (1,873
interviews) checked around the clock, Politz
found that in the Great Lakes market WJR is the
constant companion of more people than any
other radio station.
In fact, in an average day, 41. 4'"( of all adults
specify that WJR is their radio station.
That's even more meaningful when you realize
that in the parts of four states surveyed by
Politz there are 196 other radio stations fighting
for listeners.
Politz asked what kind of programs listeners
preferred, and what station they chose for their
favorite program.
Read this: for comedy. 52' , prefer WJR. 17
prefer WJR for drama; for the news, 12' , choose
WJR; for music (and some other stations are
nothing but) 24% choose WJR; 38 '", prefer the
sports news via WJR: and 37' ; of farm listeners
prefer WJR market reports.
Politz didn't stop there. His researchers founo
that people regard one station as best for "reli-
ability and completeness," for "handling of ad-
vertising," "types of programs," for 'helpful-
ness," and in "public spirit." Again, WJR.
That isn't all. The real payoff in station pref-
erence and trust came in answer to a question
asking what people would do in case of a war
rumor. More than 50' \ said they'd turn on the
radio. And 25',' of the total said they'd turn on
WJR.
Even that isn't all. The whole report i- must
reading for anyone concerned with advert -
and selling.
For your free copy either write directly t<>
WJR, Detroit 2. Michigan, or your local Henry I.
Christal man.
The Great Voice of the Great La
WW %J ^m Detroit
50,000 Watts CBS Radio Nctu-ork
Don't wait! Ask today for your free cop
offer is limited to those who hr.
in Detroit and the Great Lak-
38
SPONSOR
9 SEPTEMBER 1999
THE DILEMMA:
^ es, radio is powerful.
Mnt linu profitable will
it continue i<> be on the
nation. 1 1 front il sales
strategies like Monitor
become the norm? Net-
work radio revenue is
alread) discounted l>\
station- thai formerly
relied heavil) on it.
Man) managers now
feel thai national spol
radio revenue, which
in man} ea-e- is over
50* i of the total, is
threatened. (.See text. I
picture from world brorimllnc irilm Int
Does the Monitor sales strategy
help or hurt radio?
Controversy over flexible
sales plans reaehing' peak
2% ot since the palmiest radio days,
when Madison Avenue buzzed with ru-
mors of what Stop the Music was do-
ing to the ratings of its competition,
has there been a network radio show
that's caused as much talk as NBC
Radio's Monitor.
The weekend-long show is far more
than just a program brainstorm from
NBC's nimble chief, Pat Weaver. It is,
in one vehicle, the concept of network
radio "flexibility" carried to the ulti-
mate. \nd its sales strategj by which
advertisers scatter their network shots
in lengths ranging from a minute down
to -ix seconds for hours on end — is
being eyed as a pace-setter by more
than one of the other networks.
Is this brand of '""flexibility "" a help-
5 SEPTEMBER 1955
ful or harmful trend for radio?
1 ou'll get many answers, often con-
llicting. these days. But on the answer
to that question may well hang the en-
tire future of radio — both network and
spot. Eventually, an answer will have
to be found.
As mam station executives see it.
network flexibility is a noose around
their neck. The head of a group of
powerhouse outlets affiliated with a
major radio web told SPONSOR :
"If the present trend toward 'spol
carrier' programs is carried out on a
full-time l>a-i-. we'll be slowlj sque
out of business. We buill the reputa-
tions and audiences ol our stations
with local, spot-sponsored progran - -
well a< with network shows. But. if
the network continues to sell annou
ment time on our stations at a |
that i- w.i\ below what a spol adver-
tiser pays, well have to cul our •
programing and -t.itf to stay alive.
I his n ran-, in turn, a loss of pro-ram
quality . audieih e, and still mi
ie\ . nue."
\ ■ i > !»■< 1 the general man t ■n.i-
jor outlet in a ie. I • i- ■ it\ :
■"\\ I when the network
ates a Ivi rtis i s ex< itement with it-
new programing. Vnd, w< i up
ideas long ago thai we're
rich from network radio revenue.
Bui when the network moves Into di-
petition w iili us, we ma) have
to drop it and go 'independent' t>
vive. If enough stations did this, the
39
MONITOR: HELPS OR HURTS? ((onlinurdj
HELPS
MONITOR
Flexible pattern has icon
new clients, audiences for
network against n rivals
"FLEX'BLE sales strategy is
the only course by which net-
work radio can survive today,"
say network executives, point-
inq to influx of new business
brought in by flexible network
selling on all major webs. Admen
like low cost-per-1,000, high
cumulative audience ratings of
the flexible sales plans, feel that
MONITOR has spearheaded "a
revival of client interest in net-
work radio." Although few
stations make much money from
network compensation derived
from flexible sales plans, many
have picked up additional spot
revenue for slots in and
around network shows. "We're
sold out on our local slots in
MONITOR," reported stations in
Milwaukee, New Orleans, several
midwest markets. "MONITOR
has been a shot in the arm to
weekend radio," said manager of
an outlet in a large Texas city.
Flexible sales plans, network
executives say, "are not
aimed exclusively at landing big
spot radio accounts as network
radio clients, are helping radio."
network- will find that thej have them-
selves destroyed network radio as a
major advertising medium."
Said a vice-president of a leading
radio station rep firm:
""Kadio networks are in an all-nut
competition between themselves and
with us to see who can offer the lowest
prices to advertisers — all advertisers.
I his will mean e\entuall\ that reps and
station- can no longer compete for na-
tional spot radio campaigns without
cutting back drasticall) on client serv-
ices, merchandising campaigns and lo-
cal program quality ."
The whole question of network ra-
dio flexibility, and its effects on radio
advertising, is due to be aired in two
important sessions within the next few
da) s.
On Friday, 9 September, at New
York's Waldorf-Astoria, a record at-
tendance is expected at the annual
gathering of NBC Radio affiliates. The
highest-ranking NBC brass, inclu ling
Weaver and Bob Sarnoff. will he <m
hand. Since the meeting is a familv
business session. NBC Radio is being
understandably close-mouthed about
what will be discussed.
But the trade is alreadv talking
about some new program plans NBC
intends to unveil. At the top of this
list is a proposal to extend Monitor
from its present weekend length into a
program sen ice that runs across tlnj
board in davtime slots as well. Tin*
plotting: 10:00 a.m. to 5:00 p.m.
\or i- NBC Radio the onlj web witl
plans afoot to revise its network opei
alien-. Four davs after the NBC con
clave, a similar meeting of (IBS Radic
affiliates will take place at Detroit's
>heraton-Cadillac. Again high network
brass, including Frank Stanton and
CBS Radio President Art Haves, will
be on hand.
CBS Radio will he seeking the am
Mates stamp of approval on network
sales plans that center on a "segmenta
tion formula" — breaking up across
the-board shows into five-minute - _
merits, each earning a one-minute par-
ticipation but priced at a five-minute
rate.
New rate policies, hammered nut
over the course of many months, are
due to be announced at the two meet-
ing-. NBC is expected to propose n-w
packages of economy-priced participa-
tions and discount structures more fa-
vorable to agencies and advertisers.
CBS Radio will be discussing a new
"single rate"' price schedule for the
network, and a 20' '< cut in network
compensation to affiliates.
The trend doesn't end there. The
other two radio networks — ABC Radio
and Mutual — have fall plans afoot to
match the pricing, if not the sheer
"Flexibility" at work: Trend to flexible celling at network level has sharpened compe-
tition between major webs, and between network- and spot interests. Networks today -ell
participations or segments in programs, have relaxed rulings on contract lengths, size of
network lists. Quartet of programs below typify trend of network -ales tactics to ha\e
40
lentil'- m1 Moniloi and othei partii ipa
t i< hi shows mi the i«" largest webs.
(hi the eve of these gatherings "I
network ;illili;iii-s, stations are present-
ing a relath el) i aim extei ioi . al least
fin |iiil>lii ation. \\ hat is being dis-
cussed ai tg them privately, however,
i« anuthei -iurs .
The station squeeze: \|!< '- Moni-
tor, in it- present version, has won ;i
nuinln'i nl staunch supporters among
station executives, foi a pood reason.
\- the manager ol a majoi south-
western MM! Radio affiliate put it:
"Monitor's been a shot in the arm t"
the sale of weekend radio. It's caused
talk, lint!) national!) ami locally. We
ire near to a sellout on the local time
we have for sale in and around the
program.
Executives al the management level
• it stations affiliated with other net-
works made similar comments about
the wa) local sales next to network
participation shows have perked up
btely.
Miit stations are griping neverthe-
less. I his is the situation in a nut-
-lirll:
• Station executives interviewed 1»\
sponsor, almost without exception, in-
dicated that the) were resigned to get-
ting a small percentage perhaps as
little as 10' of their operating reve-
nue in the foi I ni'i work paj menl .
• Radio stations rel) toda\ foi the
hulk nl theii n-\ ciiiii- mi spol ii' i" '!•■!
I. ii g. Purelj I' ' al business, in tin
nl majoi nrtu ink affiliates, brings in
some In' ■ nl the rev enue. I he i i
of the business is national spol reve-
nue, w In Ii i an l>i in^ 50( iii more ol
a -i ,i t ion - earnings.
• \- much as 90' • <n more ol the
national s] ol business <ui the av ei i i
network affiliate todaj falls Bomewhere
I etween the hours ol 6:00 a.m. and
6:00 p.m., Monda) - through • Fi idaj .
National -| ol al othei hours does exist,
but agem \ buying pattei ns todaj are
generall) in the categorj j n~ t men-
tioned,
• Most nl the newest network "flexi-
lnlit\ plan- including the extension
uf Wonitot fall within the daytime
In ai ket. I bus, mam stations fe -I that
the newest participation plan- are
aimed primarily at grabbing a chunk
nl the stations choices! daytime spol
i r\ enue.
• Main n ajor i adin afliliates si\
ilic\ i an I fight this I"- ause the) feel
they're caught in a t\ Mjueeze. It
works likr this: \ station, let's sa\. is
affiliated with one of the big network
radio chains and is losing money.
But the station also has a money-mak-
ing affiliation with the television twin
I Please nun to page 124)
MOM I < Hi
HURTS
^something for .ill classes <>f advertisers." \i network level today, participations a- Bhorl
H - i seconds ran be had. Shown below, 1. to r.: "Martin Block," -trip on \BC Radio:
TBS Radio's "Tennessee Ernie," a segmented -trip : "Nick Carter," pari of Mutual'- Multi-
plan i $ l..i(H) per minute); NBC's "Monitor," newesl of flexible approaches.
Bargain-prit -■</ nelu orlu
mean ttatioru lost tpot
dollars, must cut quality
"Network flexibility, tpear.
headed by MONITOR, hi tlo-ly
strangling network radio say
opponent! of new brand of
teles strategy. "We're losing
money on thete dealt." taid
head of big station group We
get leu network revenue, which
meant a cut in the quality of
local programing. Thit in turn
meant lowered national tpot
revenue. Eventually, we may have
to drop our network affiliation
and go independent ." Other
station men and reps see
flexible network selling "as a
means to siphon off the cream of
national spot revenue by offering
a r.etwork spread at a price
less than the spot prices for
only 30 or 40 markets." Many
stations keep quiot and don't
buck network strategy. Veteran
broadcasters say its "because
they are a'raid of losing
valuable television affiliations."
Biggest squeeie will start, sta-
tion men say. "if MONITOR
moves in on choicest daytime
slots and daytime revenue."
5 SEPTEMBER 1955
41
Is the iron curtain on spot tv
$ tares lifting?
Formula for reporting outlays by
advertisers now being worked out
M* or the first time in the history of
the spot air media, dollar figures on
the spending of all clients may be
made available to admen.
Official announcement of this devel-
opment may come within a few weeks.
Spot television figures are involved
in the expected announcement but
on the spot radio front as well ef-
forts will be pushed firmly this fall to
crack the iron curtain on spot spend-
ing figures.
Here is the information most likely
to be made public:
1. Dollar figures on all spot tv ad-
vertisers annually.
2. Dollar figures on spot tv product
categories annually.
3. Dollar figures on the top spot tv
advertisers quarterly as well as the
total number of advertisers during
each quarter.
The above information, based upon
data gathered by N. C. Rorabaugh,
would be released through the Tele-
vision Bureau of Advertising. Nego-
tiations are now going on between the
two and while no firm commitment has
been made indica'ions are that an
agreement will be hammered out
shortly.
The release of information has been
decided upon in principle, sponsor
learned. Bugs to be ironed out revolve
about the matter of cost, method of
compilation and use of information so
that Rorabaugh's business of supplying
special tabulations would not be af-
fected. Certain special breakdowns
would be given to TvB for use in pro-
moting spot tv. Release of this data
would be allowed with certain restric-
tions depending on the nature of the
breakdown involved.
This important development in the
spot tv field comes on the heels of pub-
lication by SPONSOR of the first pub-
lished estimates on spot tv and radio
spending by many of the country's
leading advertisers. These were dis-
closed in the 1955 Fall Facts Basics
issue (11 July, see cut below).
Additionally, as sponsor reported
in one of a series of articles on the
problem of secrecy in spot spending
I "Let's bring spot spending out in the
open," 25 July 1955 issue), there are
two efforts underway to increase dol-
lar data available in spot radio — by
(1) the Radio Advertising Bureau and
1QCC MB £ QTOMET" ^ilM Published estimates of advertisers' spot tv ami radio expenditures appeared in sponsor's 11
lvvJ ITIlLkO I wllL-i ',lls i','~':' (Fall Fari- Basics) issue, may presage regular, more complete tabulations of ouilays
I.
s.
3.
J.
5.
3.
7.
3.
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1*.
II.
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13.
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13.
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II.
19.
X3.
XI.
32.
13.
XI.
25.
X«.
37.
33.
33.
33.
31.
33.
**arral Mo. or- Can,
•""«"■ * «.ambl«. C«,
*■•"* Malar Ca.
««»a*ral I oo«j, frp.
Chr.tafa.r Carp.
federal I l^irir fa.
l-e»rr Bra*. Cm.
i.illf llr Ca.
B. 3. K»>aal«b Tata**. Cm.
•"arral >IJ||, !„.
*■"'*»■ Tattaeea Ca.
U3ytt*qy— T.k,rr. cm. ...
P. ■ orillard Ca.
>atla..| Mr, Prarfaet. Cara.
*-"?*■■ "— - Pr^art. ck
<«»»aWll Smmm Cm.
»:,.ir,i,c,r,,,*r" p«*-^ <w
trkMriij ■n3aj,li|i', tmr-
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Qaakrr Oaia Ca.
HrllafK Cm.
PilKaar) tfiiu lar.
Briaial.VI.tara Cm.
*t"ea lab..
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Pblli.
1 4r«rl> Carp.
WA16.201
J <.«>:."«8
32.V18.927
0.413050
29.751.899
21.262.506
21.050.751
20.741.721
19.iO0.17J
18.098.158
ttjttajsn
16.116.836
1>. 1 18.771
I :9'-I.M7
I3M3I2S
l2Av5J17i
> 1.767.988
ll.527.20n
ll.3383.3S
9.III.H0
8.«TJU*(9
8.9 J 9.299
«. 799.1 no
871A..III
« wt.7(t:
Usl uo
8. 109. 1 1*,
7.926.18ft
IZI t
W7J91.44S
7.2.51.400
10,990.682
17.999A52
9JSI.441
11,787.5%
3.792442
6JIU1.797
2.296.936
3.100.191
3.186.118
2.623.775
9.815.175
3A28.065
1.202.177
3,138.891
latum
1.567.(71
6.718.175
2.97 l.no
6.157.600
2.267A10
-•.822.348
2.136.109
1.059AM
907.09.5
922.51..'
319.010
L74SUB77
2.181 127
$20,560 X 18
6.543.905
3.713.779
7.802.561
I0.U37.9I3
7.276.136
9458.916
2.561.151
1.341.9V,
2.799,91 1
xssijaa
4.028A33
6.601.461
£*57,43J
2.781.181
2.972.715
2358315
5.08l.ir,7
uwejtr,
2.1I7.VIJ
3.28.1.830
4.741., 16
L3S12U
2.726.988
1.511.161
1.516.827
UMOJH
92 1. 639
3.0W.617
a*.
$ 3.780.9(2
I2.H9A68
4.81.3.770
771.408
3400.129
1.867.212
949,500
1471476
5.562J78
1. 770.9*0
372 UR
1426*17
2J9M52
3.T0OA3O
8I2.KHI
1.17 4.699
S73.IV
1.0 18. 726
~ LU.622
3.5 18.756
1,57(1. i'/9
1.910.402
2.01V. 1 77
I48l.li:
6.172.592
tKuoue
23.701.228
14.089. 737
5.972.4H6
9.728,567
8320.955
6.961448
"-214.127
11440.4.52
1 1 .828.928
7A10499
9.485. 152
6.I4J.8I9
6.669 .RV
5.88 1 J 1 7
5.5 (1.517
4416.162
2.900383
1.61I.IIII
"-'..•«(
2-165. 181
i.-v.i.6.'T
IOKI.68!
2.77K.27I
1,'iS
MMM.VM
3I.7S3.33*
SI.7S3.333
•3.333.3*3
■• aailaiair
33.33*.«««
3333.333
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42
For <oiii»iiciti\ of admen on spot dollar problem see page 78
SPONSOR
by i 2 ' Executives' Radio I \ Sei i i< i
I he formei w ill concentrate on getting
stations to lilt their veili on spot dot
lar spending and I l« I S will go aftei
the ad agencies in an * - 1 1 ■ > 1 1 to till oul
die holes in its Spot Radio Report.
Unless these efforts are successful,
the publication ol -|»>t tv dollar figures
would leave gpol i adio as the onl) ma-
joi medium without figures showing
in size, importance and the li-t >>t
those who use it. Ii is the In m belief
>\ broadcasters and man) admen that
the silence surrounding — | » • * t radio
spending rather than giving it glamor
.>nl\ sen es t" hide it- \ alue.
Dollar spending in all major media
except spot has been published for
w.ir>. Network tv. network radio.
magazines and newspaper supplement
spending is published l»\ Publishers
Information Bureau. Newspaper spend-
ing (including supplement- 1 i- pub-
lished by Media Records through the
American Newspaper Publisher's As-
sociation's Bureau of Advertising.
The commonly-published lists of
leading advertisers are often mislead-
ing because lack of spot spending fig-
ure- gives onl) part of the ad picture.
The situation has been particularly had
in regard to spot radio. The thin
amount of information available in
this field lias bedeviled agencies for
mis we
FIGHT
FOR
i
"We lis'ii for regular publica-
tion of ipol iv iiml radio
expenditure* of companies
comparable lo figures
available for nil other media"
years, forcing them to spend precious
man-hour- sending questionnaires i"
stations and leading to all sorts of
cloak-and-dagger operations in an ef-
fort to hud OUl who IS -pending how
much, where and on what products.
From the beginning of -p'>t tv's com-
mercial history, however, there was
less of this secrecy-laden atmosphere.
N. ('. "Duke"' Rorabaugh (who in
1932 sold his monthly report on spot
radio advertising to James M. Boer-t -
Executives' Radio-Tv Service after 12
\ears of operation) published his first
Rorabaugh Report on Spot Television
Advertising in June 1948. Getting in
on tv's ground floor and with the help
<.f prominent u broadcasters I C • • i . »
b i ugh u.i- su< ' essful in < "in m< ing
video outlets thai release •■! -p"t iv
idvertising data would help then
well .i- the industry.
Rorabaugh's first tv report, .i thin
20 pages, • overed 20 si itiona in 1 1
• hi. - and listed 2 16 ints, >>f which
I 1 1 were retail and 16 were network
buyers, i Rorabaugh latei dropped the
network and retail ao ounts and < on-
• enl i ated on national and re ion il spot
business solel) .) His latest report, foi
the ->•' •■nil quartet ol 1955, is a thick
• oi ers 2 16 stal iona who
■i in estimated 95' i oi tv homes
and share aboul 90* I of the total dol-
lars -pent in national and regional
-pot tv . it lists some 3,977 prodw ts.
It i- this information that will be
the basis of dollat figures whi< h I v I!
would release. The report, however.
does not contain dollar figures. It i-
the cost ol converting Rorabaugh Re-
port data into dollat figures and the
que-tion of what data can be released
without hurting some basic Bources of
Rorabaugh income that are the core
of negotiations currentlv underway be-
tween Rorabaugh and TvB. In other
words, its a matter ol money. There
is nothing else in the way of data to be
gathered. It is solely a matter of < on-
I /'lease turn to page 110)
1939 MILESTONE:
Historic first Rorabaugh report on radio was for New \<,ik ( it\. had dollar figure-. \
Laugh and TvB are planning regular release of spot tv dollar figure- based on Rorabaugh data
ADVERTISERS - SPOT
ACQUA LINA MFG. CO
Aoqua Lina
AGASH REFINING CORP.
Italian Cook Salad 011
AIR CONDITIONING TRAINING CORP.
Air Conditioning
ALL-NU PRODUCTS CORP.
All-Nu Floor Polleh „„„„_„-
AMALGAMATED MEAT 4 BUTCHER WORKERS
AMERICAN BEVERAGE CORP.
Dr. Brown1 8 Cel-Ray Tonic
AMERICAN HOME-STERLING PRODUCTS
Aero inlet
Aero wax
Anacln,(and Kolynoo)
31eodol .
Cal-Aeplrln (and Haley's U-0J
Calif. Syrup of Figs
Caecarete
Danderlne
Diamond Tints
Dr. Lyon'e Toothpowder
Freezone (and Fly-Ded^
Olostora
Kalj
NYC SPOT
$ 645.00
1,930.50
4,535.62
100.00
120.00
4,740.00
27,300.00
2,112.50
2,112.50
2,112.5°
1,300.00
ADVERTISERS - SPOT
AMERICAN LEAGUE FOR PEACE
AMERICAN SAFETY RAZOR CO.
Gen Razors * Blados
AMERICAN TOBACCO CO.
Lucky Strike Cigarettes
ANDERSON, CARL
Service Station
AN30NIA DS LUXE 3K0P3
Shoe Stores
APOTKEKER, MENDEL
Shipping Agency
ARMSTRONG CORK CO.
Quaker Rugs
ARMSTRONG PUBUSHHW 30.
ARONSTEIN FURNITURE CORP.
ASTOR JEWELRY STORE
ATKINS, T. J.
Florist
Atlantic i PACin: ::.
AXT:-..-r:s:-:r? tt?a:-: ::.
20 Grand Cigarettes
at.-a: WHBRWW ::.
:■: sp:
230.00
1,050.00
240.00
210.00
30.X
30.X
213.75
0. 00
377.50
5 SEPTEMBER 1955
Sandran commercials
make impact with tiny
budget and giant stunts
Floor covering' manufacturer gets 108% sales
boost, doubles distribution from 8150,000 television
budget plus heavy merchandising to the trade
COMMERCIAL BY THE HEFTY (325 P<
II oh can you make a mouse-size t\
budget look like an elephant?
"Put spectacular type demonstration
commercials on network tv," says
Charlie Skoog. Hicks & Greist v.p. and
Sandran account executive, "and mer-
chandise the hell out of "em!
Hicks & Greist did just that for
Sandran Stainless Vinyl floor covering,
in a field where such giant competitors
as Armstrong Cork Co. and Congo-
leum-Nairn spend millions to show the
public how floor covering can beautify
kitchens. Results were immediate:
(>(>'/ sales increase in June 1955 over
June 1954 alone.
"With only $150,000 a year to do
the whole job of advertising Sandran.
we decided wed better call a different
play." fullback-sized Skoog told spon-
sor. '"The big difference we stress be-
tween Sandran and other floor cover-
ings is the fact that it's stainless and
easy to clean. And we felt that we
could demonstrate these qualities
graphically on tv."
And graphically they did demon-
strate: Commercial Number One on
Steve Allen's Tonight, NBC TV last
May, showed a roll of Sandran l\ing
across an off-Times Square street, with
heavv New i ork Citv traffic slushing
over it in the evening rain. \\ ith a tv
camera trained on the street. Steve
Allen rushed out. fully equipped with
raincoat, pail and mop. and proceeded
to demonstrate how easily all the dirt
from the traffic could be wiped off the
Sandran floor covering.
This commercial was followed the
next month by one showing an ele-
phant trampling an unappetizing mix-
ture of ingredients I eggs, grape juice,
ink. mustard, catsup, tomatoes, lemon
juice, grapes, bleach I on the Sandran
floor covering under its three-ton-plus
weight. A weighty demonstration of
Sandran's stainlessness and the ease of
TORTLRE TESTS BY ELEPHANT. NEW YORK TRAFFIC. STEAMROLLER GRINU DIRT INTO SANDRAN, SHOW EASE OK CLEANING MOOR COVERING
44
SPONSOR
.ANDRAt:
STAINLESS VINYL
=U>R COVFI
Nothing Ba: Ho thin?
STAINS
SANDRAA/
?W I
/ '*
f <W
MKMON-I l< V I I s sVMHIWs ST \I\I.FSS\KSS. IIIHH VtKH.IIT VI so l);\M\li/|s III! lll'lin (II Mil l - ■ ; l
cleaning it. along with it- durability.
\ second commercial in June
snowed Steve \ ll«*n operating a steam-
roller o\er a similar mixture ol mess)
ingredients on Sandran, with Skitch
Henderson heading the clean-up com-
mittee. Still another summer commer-
cial showed the three heftj i -\27-)
l>< Minds each) Borden sisters doing a
song-and-dance routine on Sandran
without inflicting irreparable damage
upon tlie floor covering.
Sandran's results to date, after no
more than ti< o minute-commercials a
month on Tonight, have been a spectac-
ular sales increase of 1089$ during the
first six months of 1955 over the previ-
ous year and the addition of 1.122 new
dcalt-r- in the month of Ma\ alone
both results directl) traceable to the
t\ advertising and the merchandising
of this advertising to the trade.
How did Hicks & Greist hit upon the
successful formula?
\- in the case of any advertising
campaign, the components were three-
fourths planning and one - fourth
chance. Back in 1951, when the acen-
C) took over the a< count. Sandran was
spending essential*) the same amount
on advertising as it does this year.
Bui the company wasn't doing well.
Vgency and client executives agree
thai several factors contributed to the
sad state of Sandura Co. affairs until a
lew months ago: ilia problem prod-
uct; (2) a pedestrian approach to ad-
vertising that forced Sandran to com-
pete with the giants on their term-.
The product problem is one thai
arose in 1(>3<>. alter the company had
been in business t<o some 27 unspec-
tacular years. It was during that yeai
that Sandura- president, John Clem-
ent, decided to introduce the new San-
dran. a specially treated plastic flooi
covering made of vinyl plastic fiber,
with laminated fell I n the back ol it.
The idea was fine; the prodiv t wasn t.
Sandura introduced it three different
times over fixe years, recalled and n1-
deemed the merchandise each time,
i The firm i- -till standing behind il-
original merchandise at the rale oi
some 1500,000 a year, though the bugs
are now oul oi the product; it ex-
pects to be fullv in the clear b) the
i ml ol the j ear. I
In terms of it- pa-t advertising, San-
dura was strong on newspapers and
magazines from it- birth, in Philadel-
phia in 1923, virtually until 1955.
Then in January 1955 Hicks S Greisl
pushed the product into network t\ t"i
the lirst time, with minute participa-
tion "ii M!< rV's Home. Sales re-
mained sluggish, although the show
carried into the heavy floor-covering
i Please turn to j age I 2" I
\(.l \( V (MINI \M) -I \|{
future -! u ii i commercials. I
■ ■ inewald, t\ director; Ulen; Tom
Harb rt, NBl I \ ; I. » lement, Sandrao i
5 SEPTEMBER 1955
45
B&M tv campaign was successful close to station
and in Area B (50-100 miles from WBAY-TV, see
chart below right ) . In picture WBAY-TV General
Manager Haydn Evans 'standing left) holds month-
ly meeting to discuss ways in which programing
builds WBAY-TV, Green Bay, as "area station"
fi'-
-■
How B&M views its tv test
one month after the final results
In retrospect B&M still finds it incredible that 26 weeks of tv could
revolutionize eating habits. Now it's studying what more tv would cost
o
ne month after the finish of the
Burnham & Morrill test tv campaign in
the Green Bay, Wis., area, executives
of the Portland, Me., company were
still shaking their heads over the re-
sults. In retrospect the fact that 26
weeks of tv had boosted sales of their
oven-baked bean and brown bread
products by over 98 Cr seemed even
more unbelievable than when the final
tabulations first came in. I See sponsor
8 August 1955, page 38).
\\ hat seemed to most stir up the
wonder of the B&M executive, Yankees
or adapted Yankees all, was that thev
46
could successfully change deeply in-
grained eating habits in the Green Bay
area.
"Consider this analogy," said W. G.
Northgraves, B&M advertising man-
ager. "Suppose you came to the people
on the Maine coast who are known for
their bland eating habits, and who've
never eaten anything hotter than a
chowder, and you presented them with
the ridiculous idea of forming a taste
for chile con carne — Mexican style.
That would be a gastronomic revolu-
tion. \et we've been doing something
quite similar in Green Bay.
"A high percentage of the people in
this region are of Scandinavian stock.
Molasses cookery is unknown to them.
Baked beans as thev know it is beans
cooked in the can in a tomato sauce.
\ et we were suddenly able to almost
double our sales in 26 weeks of tele-
vision after having had no such pre-
cipitous spurt during 15 previous years
in the market. This despite the fact
our molasses oven-baked bean is con-
siderably more expensive than the
tomato sauce bean."
SPONSOR sought out the views of the
Burnham & Morrill firm one month
SPONSOR
tftei completion ol the 812,500, '2t>-
veek t\ test in ordei to |>n>\ ide read-
■i> with B&M's considered analysis "I
lie test's significance. During the
ourse of the test, sponsor brought its
eader-t a blow-by-blow coverage "I
ales results oven two weeks from
i.ui ol I h<- test "ii 24 January through
is 1 1 1 1 i - 1 1 on 22 July. Ii i~ believed that
hi> i- the first time ;i media test has
\r\ been reported openl) in a trade
>apcr while it took place and SPONSOR
j now seeKing the opportunity to re-
tort other campaigns on a similar
iasis 1 9ee box) .
In addition to the views o| l\\\l.
jponsor has also gathered analytical
omment from B&M's broker in tin*
Jreen Ba) area. Otto L. Kuehn Co. ol
Milwaukee; from WBAY-TV. Green
Bay, the station which carried the test
gmpaign, literalb ri-kini: il< reputa-
tion as an advertising medium in the
process by allowing admen to see what
t could do for a product with no Facts
withheld; and the John Dowd agenc)
Boston and New V>rk i which took
over the l'»v\\l account effective I Sep-
tember from BBDI >. Boston.
i \ ii ti . > u ii< emenl ol a new agero j
dm ing the course ol the \\ teal w as in
no »a\ related to the teal m bi< h had
been undertaken al the client's request. I
Here in their own words are the
analysis of *\< I>\\1 - Northgraves;
(2) WBAY-TV's Mas, I, i Evans, the
\\ HOSE MIDI V TEST \\ MI.
BE REPORTED HERE M VI t
sponsor i- Beeking the cooperation "t
other advertisers in openl] reported
media testa like B&M. Ii you'd lik<
to cooperate, write to Wiles David,
Editorial Direi toi . sponsor-, 10 I
,9th St., New York 17, N. Y.
station's general manager (and a man
who as creator of radio's first big
quiz, Pot O Gold, is at least a God-
father to the present quiz upbeat I :
(3) Marvin Bower, advertising man-
ager of the brokerage firm of Otto L.
Kuehn Co.. of Milwaukee.
'■ "•«• ellmfi \\ G. Northgi
B&M ad mac. I be real meaning
i" ii- ol the ' Ireen Baj results is thai
we have experienced al firsl hand the
powei ol television to nol onlj sell but
also edui ite i onsumei - i" h hal for
them was a new product We feel thai
the station involved, WBAY-TV, de-
servi it deal "I i redil foi its
mastei lul development oi commer* ials
Buited to the lo< al -■ ene from ouj < opj
themes.
"sponsor readers will recall seeing
a pi< ture "I a model of a B&M oven
win. h the station built in ordei i" ] >r< >-
vide atmosphere for the commercials.
We wen- amazed al how well the oven
captured the idea ol out own ovens
which the Btation had never a< tualhj
seen. We believe the atmosphere Bur-
rounding the commercial was a big
factor in Belling the product.
"Despite our satisfaction with the
television re«ult~ am future use of
the medium will no! necessaril] follow
the Green Bay pattern. Here we were
i trticle continues next page)
B&M SALES THROUGH END OF 26-WEEK TV TEST
(1 Jan.-22 July 1954 vs. 1955)
Salt's
browi
by dozens of B&M beans and
bread at wholesale level*
18.
02.
27
02.
brown
1954 vi
bread
1934 v
. 1955
1954 vi. 1955
1. 1955
ARl
'. V A (50-mile radius
of Green Bav)
J.
MAN1TOWAC, WIS.
290
520
230
430
0
114
2.
OSHKOSH, WIS.
380
610
155
294
10
120
3.
APPLETON, WIS.
800
2,126
805
1,112
250
1,000
4.
GILLETT, WIS.
240
470
270
540
20
160
5.
GREEN BAY. WIS.
1,940
3,830
1,640
2,700
60
1,170
6.
MENOMINEE, MICH.
270
600
0
95
60
130
TOTALS A
3.920
8,156
3.100
5,171
400
2,694
AREA B (50-100 mile radius of Green Bay)
7. FOND DU LAC, WIS. 160 320 115 205 0 30
8. STEVENS POINT, WIS. 490 796 335 585 10 180
9. WAUSAU, WIS. 480 640 110 177 20 70
10. NORWAY. MICH. 410 650 700 775 40 150
11. SHEBOYGAN, WIS. 405 810 338 590 80 170
12. WIS. RAPIDS, WIS. 170 220 65 128 0 30
TOTALS B
2,115 3,436
1,663
2,460
150
630
TOTALS A and B
6,035 11.592
4.763
7.631
550
3.324
Grand total 1 Jan. -22 July 1954: 11.348 dozen cans
Grand total 1 Jan. -22 July 1955: 22.547 dozen cans
tTelevlslon campaign began 21 Jar.ua-
5 SEPTEMBER 1955
47
entering a small market with sales on
a low level and spending heavih to see
if t\ could |>as> an a<id test. In the
future we "ill probably seek out
markets with mure potential provided
we can Inn t\ economically enough."
2. Tin* station: (Haydn Evans, gen-
eral manager, WBAY-TV i . "si>o.vsok
lias commended us for courage in a tv
test whose results were made tompleteh
open. But I'd like to point out I felt
reasonably sure the results would be
excellent because we had conducted
a somewhat similar study in 1954 in
conjunction with the University of
\\ isconsin ("The Area of Effectiveness
of a Selected Vhf Television Station.
sponsor 3 Ma\ 1954).
'"Our 1954 stud) proved that we
were delivering a successful sales im-
part for nearly 100 miles in all direc-
tions— and even farther to the North
and West. So I felt sure we could do
the same for B&M. especially since our
set saturation had increased from less
than 50 to more than 70S during the
nearh 12-month interval.
"' MmuiI a month after the stud\ got
under way, I worried about the high
price of B&M beans. The distribution
had been nearly perfect for \ears —
and there was certainly no question of
quality. But I suddenly realized that
our basic job was not one of brand-
switching, but one of selling our audi-
ence off a 10c item on to a 39c item.
"Perhaps the biggest thing I learned
from this stud) was that daytime tele-
vision i.s often better than nighttime
for certain products. I can't prove this
— but I would have tried to sell the
client on a largely nighttime schedule
if I felt it would have done the best
job. Instead, while we started on a
three day and three night announce-
ments weekly basis, we soon sensed
that our daytime announcements were
carrying the heavier impact. We also
sensed that spots within personality
shows were better than one-minute
station breaks.
"Frankly, I was very concerned near
the close of the campaign, when our
job was to prove that advertising could
overcome the special price deal 1 50c
B&M SALES FOR THE MONTH AFTER END OF TV TEST
(22 July-19 August 1954 vs. 1955)
S;ilt-t> by doflseru i'l I.A-M benns ami
brown bread al wholesale level
27 DZ.
1954 vs. 1955
1954 vs. 1955
brown bread
1954 vs. 1955
AREA A (50-mile radius of Green Bay)
J. MANITOWOC, WIS
2. OSHKOSH, WIS.
3. APPLETON, WIS.
4. GILLETT, WIS.
5. GREEN BAY, WIS.
6. MENOMINEE, MICH.
20
50
10
75
20
0
60
98
0
50
0
0
240
300
10
359
70
120
50
50
75
75
0
0
460
300
235
300
20
140
70
50
0
0
0
30
TOTALS A
900
848
330
839
110
290
AREA B (50-100 mile radius of Green Bay)
7. FOND D( LAC, WIS.
8. STEVENS POINT, WIS.
9. WAVSAV, WIS.
10. NORWAY, MICH.
11. SHEBOYGAN, WIS.
12. WIS. RAPIDS, WIS.
50
30
0
25
0
0
94
150
60
75
0
60
0
24
0
5
0
0
0
0
0
0
0
0
50
80
0
60
20
30
30
0
10
0.
0
0
TOTALS B
224
284
70
165
20
90
TOTALS A and B
1,124
1,132
400
1.024
130
380
a easel which had been u>ed the pre- j i )t
vious year. But we topped that hurdle
verj nicely, as \ou know. Right no\>,J
1 in \er\ curious to see what wiln^
happen to B&M sales in this territory I
without an) advertising. How lon^
will the advertising effect last? Frank
ly, I'd prefer that B&M refrain from
spending am additional advertising
money over this station for the next six
months. Perhaps certain advertising
men have the answer — but I'm curious
to see what happens to B&M -
month by month. In other words, we I
gave B&M sales a strong push for six 1
months . . . now lets see how well their
wagon will coast.
"I believe it's important to note that I
B&M s results were strong in the outer
test area (Area B. 50-100 miles from
Green Ba\ ) as well as in the closer-bv
area (Area A within a 50-mile radiu-
of Green Bav i . This is in keeping with I
our efforts to build WBAY-TV as an "
area station.
"A true area station is made not :
born, it ought to be pointed out. The
fact that a station signal covers a
wide territory doesn't mean a thing.
'J he effectiveness of a station's area
coverage is in direct proportion to a
station's abilitv to make the folks who ,
live relativelv far away forget about I
distance — and to feel that they are I
simpl) 'on the other side of the screen.
"Here's what we do to build as an
area station.
"We insist that an average of tno
regional film stories be used each day.
Some da\s we use three — other days
only one — but we maintain an average
of better than two regional stories
daily. To do this, our news depart-
ment has two sound-on-film cameras
plus the usual photo equipment. We
think it is important to get the voices
of our area, as well as the video part.
"'Perhaps our most unique twist in
developing our area concept is what
we call our stationbreak Salutes. On at
least one stationbreak per hour from
7:00 a.m. though midnight, we salute
a different person somewhere in our
area. Perhaps at 8:00 a.m. our an-
nouncer says: 'This is WBAY-TV,
saluting Sheboygan and Mrs. George
Schmidt who has just been elected
President of the Shebovgan Garden
Club.'
"'In other words, instead of making
each stationbreak a relativeh drab and
repetitious affair, we turn it into: ill
a promotional item: (2) a news item.
i Please turn to page 127,1
48
SPONSOR
(fPRICED SHOW (ALL TYPES)
id i NBC T\
$265,000
.PRICED WEEKLY SHOW
II M'.l T\
$112,900
$3,500
PRICE OF ONE-HOUR DRAMA
$55,900
rJfVJ*^*
3E PRICE OF HALF-HOUR
SITUATION COMEDY
$26,000
M PRICE OF HALF-HOUR DRAMA
$32,380
« PRICE OF WEEKLY HALF-HOUR
1 IZ OR GIVEAWAY SHOW
$19,150
*V:»AGE WEEKLY PRICE OF
DAYTIME SERIALS
let tv show costs:
this fall 13 top $11111.111111
Spectaculars at quarter-million level with regular
program costs zooming. SI'O'NSOK sarvej reveals
ff ii the ancient days <>l television (two years ago) .1 t\ shot* cost oi
$40,000-150,000 was considered astronomical. This season al least 13
shows will crack the $100,000 mark for talenl and production.
\- with last season, it's NBC that is putting the biggest program
money behind it- spectaculars. Top-budgeted show is it- Coloi Spread,
with six sponsors pitching in a gross production total ol $205,000.
Producer's Showcase i> getting a record $200,000. Max Lie/anan
Presents is budgeted at $231,800. Bob Hope's appearances foi
Chevrolet will be paved by a $235,300 program nut. NBC T\ now
boasts 10 shows in all whose budgets exceed $100,000. among
them those ol Berle, Raye, Caesar, Como.
CBS TV has two new entries in the big-monej class: it- own
"Special Project" 90-minute Ford Star Jubilee, budgeted .it $150,000,
and Twentieth Century-Fox Theater at $123,000. Chrysler's Shower
of Stars on CBS TV has been tipped to $1 10.000.
j***^
\
N
**^,
►ka^vJ^N^"^^
\
\BC TV as well contributes to the high-cosl sweepstakes with
Disneyland at $75,000 and If amer Brothers Present ",.000.
But victor) in the battle for audience can also go to the modest
spender, as evidenced bj The $64,000 Question, easil) the season's
outstanding bargain at $25,000.
sponsor's show-cost estimates on the following page- w<
prepared with the assistance of specialists among advertisers,
agencies, and network-. Figures are gross package costs, cover
talent and production for all shows al»out which information could
he obtained by pre— time, do not include time costs.
$11,400
yftiOV<<?l
\fi
'kjWV-^
^"''''' ^T^cocAX^J^
C
hart lists only sponsored network television shows. All
figures are gross, as paid by advertiser. They include talent, script,
direction, production, but not commercials or time charges. In the case of
shows on five times weekly, cost is total for week and is so designated.
Where show is designated as simulcast cost is for both radio and tv.
Costs appear in sponsor's network tv Comparagraph every other issue.
mmm* -mm
ABC TV sponsored shows
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
LENGTH
SPONSOR
Break the Rank
Chance of a Lifetime
John Daly, Hews
Disneyland
Dollar a Seeoml
Down You Go
DuPont Theatre
Faith for Totlay
Grand Die Opry
Lone Ranyer
M-G-M Parade
Ted Hack's Amateur Hour
Hake Room for Daddy
Masquerade Party
Medical Horizons
Mickey Mouse Club
flame's the Same
Ozzie A. Harriet
823.000
810,500
819.500
5 >U hrs
Quiz
Talent
News
30 mm l/wk
30 rain. I wk
15 min. 5 wk
Dodge
Emerson Drug; Lentheric
Miles Labs; Tide Water Assoc.
Oil
Grant
Lennen &. Newell; Cu
Walsh
Wade: Buchanan
875,000
Miscell.
1 hr. 1,
wk
Amer. Motors; Amer. Dairy;
Derby Foods
Geyer; Campbell Mil
McCann-Erickson
823,000
Quiz
30 min.
l/wk
Mogen David Wine
Weiss & Gc Hit
88,500
Quiz
30 min.
l/wk
Western Union
Albert Frank-Guenther i»
835,000
Drama
30 min.
1. wk
DuPont
BBDO
82,000
Religious
30 min.
l/wk
7th Day Adventists
Rockhill ...
812.000
Barn dance
1 hr. 1
wk in 4
Ralston-Purina
Gardner
824,000
Western
30 min.
l/wk
General Mills; Amer. Dairy
D-F-S: Campbell MM
844,000
Film shorts
30 min.
l/wk
Amer. Tobacco; Gen. Foods
SSCB; B&B. YiR
814,000
Talent
30 min.
I wk
Serutan
Kletter
840,000
Situation comedy
30 min.
1, wk
Amer. Tobacco; Dodge
SSCB; Grant
820,000
Panel quiz
30 min.
1 wk
Knomark; Pharmaceuticals
Mogul; Kletter
810,000
Documentary
30 min.
l/wk
Ciba Pharm.
JWT
82.800
per 'a hr
Children's
1 hr. 5
wk
Armour; Bristol-Myers; Campbell
Soup; Carnation; Mars; Welch
Grp Juice; Gen Mills
Henri. Hurst 4. McDon : DC
Burnett: Erwin Wise Ktl
Knox- Reeves
816.200
Quiz
30 min.
1 wk
Ralston-Purina
Guild. Bascom. & Bot i
S 12.000
Situation comedy
30 min.
1 wk
Hotpoint; Quaker Oats
Maxon: JWT
50
SPONSOR
\IC< I \ sponsorril shows ( VOittilttii'tl >
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
■pon . n
AGENCY
rVntitJ. to a Million
If in Tin Till
ffi.«fi«>p Slieeii
Mar Tonig/if
•Slop Ihe >fnsir
.Super C ir«-n\
li-niMin/ Hell ill Action
Tr Render's Digest
The \i.ve
* «>!«•«• of Firestone
I rner Brothers Presents
Wednesday \ight lights
Fawrenee \\elk Show
Wuatt /(ii|i
Von .Asked For It
S 2.1.000
Bali
30 mtn.
1 »k
|2 1.000
Oram.i
HI mm
1 wk
S20.000
Discussion
HI mm
i wk
SI 7.000
Drama
30 mm
1 «k
929,999
Musical qui/
30 mm
1 »k
915,599
Childnti 't
1 hr. 1
wk
929,599
Documentary drama
30 mln.
1 wk
S2 1.000
Drama
30 min.
1 ok
S25.000
Drama
in mm
1 wk
■2 1 .000
Musical
30 min
1 wk
simul
995,990
Drama
1 hr. 1
wk
935,900
Boxing
About
1 wk
45 min
96,750
Music-variety
1 hr. 1
wk
$20,500
Western adventure
30 min
1 wk
99, loo
Quiz
30 min
1 wk
Mtiltir Pen: Brown 4 Wmswn
Natl Blteuit
Admiral
Brill.
Quality Jwlrt; Neechl Sowing
Kellogg: Chunky Chocolate
Chevrolet
Studebaker- Packard
Sterling Drug
Firestone Tire
Liggett A Myers: GE: Monsanto
Pabst Brrwing: Mrnnrn
Dodge
Parker Pen: Gen Mills
Guild. Bascom 4 Bonflgli
tvtedt: Biles
Kit
Irwin Wavy
IWI
Uurn.it Hilton 4 Rigglo
Campbell-Ewald
Ruthraufl 4 Ryu.
D-FS
4 James
Cun'qham 4 Walsh Mason:
Y4R: NL4B. Gardner
Warwick 4 Legler: McCann-
Erlckson: K4E
Grant
Tathun- Laird: D F S
Rosefleld Packing
CBS TV .sponsored shows
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
SPONSOR
fiene .Autru
Beat the Cloek
Jaek Ben nu
Big Payoff
Hi i<//ifi r Day
Burns & Mien
Captain >f irfnighi'
Johiiiiu Carson .Shoit-
Clima.v
Contest Carnival
I mil' Johnny Coons
Boh Croshy
€'rnsader
Boh C'liiiiiiiing.v Show
Deeetnher Bride
Douglas Kdwards. \ews
Ford Star Jubilee
Foitr-Sfar Playhouse
$25,000
Western variety
30 min.
1 wk
SI 7.500
Audience partic.
30 min.
1 wk
955,099
Comedy -variety
30 min.
alt wks
93,999
Aud. partic
30 mln.
5 wk
per j 2 hr
99,900
Serial drama
15 min.
5 wk
5 ' j hr*
932,599
Comedy
30 min.
1 wk
913,599
Children's adventure
30 min.
1 wk
S28.000
Comedy-variety
30 min.
1 wk
965,999
Drama
1 hr. 3
wks in 4
S7.000
Children's quiz
30 min.
1 wk
93,599
Children's
30 min.
1 wk
S.J. 700
Variety
30 min.
5 wk
per S hr
939,900
Adventure
30 min.
1 wk
S26.000
Situation comedy
30 min.
1 wk
$28,000
Situation comedy
30 min.
1 wk
$8,500
News
15 min
5 wk
per show
$150,000
Variety
90 min
1 wk in 4
$30,000
Drama
30 min.
1 wk
Wm. Wrigley Jr.
Sylvania
Amer. Tobacco
Colgate-Palmolive
P&G
Carnation: Goodrich
Wander Co.
Revlon: Gen. Foods
Chrysler
Quaker Oats
Lever Bros.
Gen. Mills: Toni: Simoniz: Scott
Pager: SOS: Gerber: Carnation
Milk: Miles Labs
R J Reynolds
R J R'ynolds
Gen. Foods
Amer. Home Preds: Amer. Tobac-
co: Ronson Carp.
Ford Dealers
Singer Sewing: Bristol - Myers
Ruthraufl 4 Ryan
JWT
BBOO
Esty
Y4R
Erwm. Wavy: BBOO
Tatham-Lalrd
Norman. Craig 4 Kummel:
Y4R
McCann-Erickson
R Baker 4 Tlldrn
McCann-Erickson
Knni-P . *
SSCB: JWT McC*"" ;
son:
Eity
Esty
B4B
B B T SSCB: Naraa*. Craig
4 Kummel
JWT
Y4R
(Listing ■ page 98 1
5 SEPTEMBER 1955
51
1.
RECORDING: Parked on highway in Colorado, Al Christy, man-
ager of radio-tv accounts of Potts, Calkins & Holden agency (Kan-
sas City) makes off-the-air recording of client's spot radio shot*
lining car radio and portable tape recorder. On recent "monitor-
ing" trip. Christy traveled 4.000 miles through 11 states, made
taped "'tear sheets" at cost of some $30 per area or city checked
How to get 'to sheets" in radio!
Using off-the-air tapes, agency reviews, improves client spot campaigns
^^xecutives of the Kansas City ad
agency of R. J. Potts, Calkins & Hol-
den ( an associate firm of New York's
Calkins & Holden) are a far cry from
the usual pattern of radio and televi-
sion "private eyes."
They aren't behind in their rent.
They wear tweed toppers instead of
belted trench coats. They don't talk
in the flip, tough phrases of Mike
Hammer or Philip Marlowe. Their
52
clients are not luscious blondes reclin-
ing invitingly on a chaise lounge in a
sexy negligee.
Instead, they are hardworking ad-
men, whose radio and television ac-
counts include such diverse clients as:
Colonial Hatchery. Cook Paint. Bran-
iff Airways, Interstate Bakery, Pio-
neer Chemical. Mid-Continent Petro-
leum. K. C. Southern, Pen Jel and
Gooch Feed.
But private e\es they are neverthe-
less for they have developed a form of
"detective work" to solve an advertis-
ing problem common to many clients.
This scene might be typical :
We're in the office of the general
manager of a miduestern radio sta-
tion. He's sitting at his desk, smiling
pleasantly, not quite sure what's going
to happen next. Across the desk. Al
Christy, one of the agency's radio-tv
SPONSOR
(executives, plug9 in his tape recorder,
Hip* a bw ii« h, .uid lets it roll.
I In- station manager's fa< <• is a mask
,,t surprise.
I )kI one of our announ* ei a do
IjAoJ?" he asks.
"Yes," replies t i 1 1 1 i - 1 \ with a grin.
I Hi- pronounced 'stilbestrol' three dif-
ferent ways in the same commercial.'
<h the checkup ma) come in the
tiirin ol .1 w 1 itten report.
This one, selected from the agem \ -
growing correspondence with radio
outlets, 1- again l\ pical :
" \- .1 service to our client, DA Sun-
ra) t hi Co. tin- agency has re* entl)
completed .1 1,000-mile trip during
which we made off-the-aii tape checks
if our client's broadcasts.
"Your station was air-checked <>n
two occasions June 1 lth. from Dix-
on. 111., ami June 15th, from Osceola,
Iowa. The program was presented in
1 onformit) with our contract, and copy
rotation was correct.
"While we do not presume to have
the right to tell you what the editorial
content of your newscast should be,
ire do feel that we are justified in re-
lating that \\c believe there i- an obvi-
ous lack ot local and regional new- in
2.
■ . ...'I . '. Ulltl
How stations view agency's "private eye" tape tactics
\i firs) stations resented PC&H 1 encj checkups on -i»-i radio latei
came t" realize everyone benefited Following 1- < 1 u- >t • from
lettei from Hill Quarton ..1 \\ M I Ced 11 R tpidi to P( &fi admen
"This ni.n sound Bti ingi coming from 1 radio station, but we actual!) welcome
this sort ot tlmi^. foi we, hk> \>.u inxioui thai the clients' *i
are being carried out. It the) are not, we would be the first
to want to know .il'"iii it. There 1- nothi mforting .1- .1 bapp) < h<-ni "
K easy to < heck, after the fa< 1 01 \>\
tuning in dm ing the -how . But -|>ot
broadcasting, with it- far-flung cam-
paigns and diversit) oi local-level per-
sonnel, is something else.
There are. of course, < onunen ial
monitoring firms operating in some
markets thai will prepare spot media
"tear sheets" to order. These include
firms like Radio Reports, Inc.; Marie
( . Longstreel ; and Broadcast Vdvei
tisers Reports. Spot announcements
will be logged and transcribed, either
in typed reports oi on tape- with costs
starting at around 5(W apiece and
running upward. Sometimes these
big . igarette and auto a< < ounts often
sel up monitoi ing U una to record < om-
petitive 1 adio activity. I 0 ex-
ecutives, however, seldom gel involved
in the a< tn.il preparation oi these
sheets. I be nearesl approai h t.. this
• omes w hen agen< ies • >• • isionall) -end
out timebu) <•! - on the road to make .1
lour ol outlets and to gel a < lott
look al lo< al radio.
Bui the l,( !&1 1 agen< j de< ided, about
a \eai ago, thai whal was needed was 1
persona] 1 heckup sj stem one thai
could work constructive!) for the sta-
tion as well as the spol advertiser.
PC&H's traveling exe< nine "prii ate
PLAYBACK: Next step for Christ) in
held checks i- t<> play recording back to
station manager, discuss handling oi cop)
3.
REX IEW: Hack at agen< y, I hrist) and
PI Ml admen replay tapes, stud} programs
for improvemenl "f commercials, formats
the two newscasts that were checked.
"We feel that if a reasonably large
portion could be devoted to local, state
and regional items, it would certain!)
enhance the value of this vehicle for
our client. We would appreciate any
comments % ou have re this."
W hat the PC&H admen have evolved
i> actual!) a variation of the standard
print media practice of sending over a
"tear sheet" of an ad. so that agency
and client can see what it looked like.
Network radio, with its tapes of net-
work performances, and network tele-
vision, with its kinescopes, is relative-
linns are monitoring commercial- to
(heck performance. Other times the)
will be acting as agero ) lookout- to
see what other competitive clients are
using spot broadcasting.
\ few agencies and clients make
regular checkup- on spot radio and tv.
For the most part this consists of -end-
ing out quarterly questionnaire- to a
long list of stations to scout out tin-
spot schedules of the competition -
article on problem of getting spot data
page 42 this issue 1. But a few —in-
cluding some P&G agencies. Colgate
agencies, and the agencies handling
eyes" were the answer for the agi
Thv "caper" starts: Here's how
Gene Dennis, agenc) radio-ft director,
desi ribes the ba< kground of the P( v\H
ageix \ - setup:
"Complaints occasional!) -how up
in ad agenc) mail when client Bales
fop e- have been continuous!) prodded
to listen ever) time possible to local
radio program- being broadcast in
support of their -ale- efforts.
"Checking oul the complaints with
the station- usually indicates that the
Please turn to page 116)
5 SEPTEMBER 1955
53
How radio-! v helped Vim
add 41 stores in seven years
New York appliance chain puts 35% of 81.75 million budget into
'round-the-clock air saturation for coverage, frequency
P ini Stores have found the secret to
righting competition (discount houses)
on their own grounds: saturation use
of radio and local television announce-
ment schedules.
For the past seven years about 35' <
of the New York City firm's $1.75 mil-
lion budget has gone into air media,
Ml' i of that chunk in radio. The re-
sults have been steady and rewarding.
In this seven-year period Vim has
grown from 15 to 56 stores, with a
rate of expansion fixed at half a dozen
stores a year.
"We've always sold hard on price,"
>;i\> Leon Mesnick. Vim's ad manager.
who has headed up the appliance re-
tail chain's advertising strategy for
some seven years now.
"Our strategy boils down to this:
Recognize that every adult in the met-
ropolitan New York area is one of our
potential customers, then launch as
much of an advertising barrage as
money will permit."
This is the theory that turned Vim
from program sponsorship to a heavy
minute-announcement campaign some
15 months ago.
"We found that we could get as
many as five times more advertising
impressions out of saturation cam-
paij;ns on the air as we could from
program sponsorship," explains Mes-
nick. "And. in the retailing business,
particularly the hard-hitting, competi-
tive end of it we're in, it's frequency
impact rather than sponsor identifica-
tion with programing that seems to re-
sult in sales."
To make up for the promotional and
identification value of program spon-
sorship. Vim uses a highly recogniz-
able musical jingle as a lead-in to its
radio commercials — a jingle which, in-
cidentally, embodies the main, price-
conscious copy-theme of the chain:
"Vim, Vim. \
ini.
Vim. V
foi
10I)\Y VIM BUYS PARTICIPATIONS IN RADIO-TV PERSONALITY SHOWS. LIKE WRCA'S "TEX ANU JINX" < L. ) . »'M< V*S (.ALLAGHER & O'BRIEN" (CF
:
54
SPONSOR
HOW VIM I SES RADIO TO
REACH SI lt\\ 11 TRADE
Saturation i \ im feels ii
gets most exposure via
announcements, nol ~ 1 1 ■ > \n ^
O Time: l"i maximum I "\
buj minutes throughout
morning, aftera i, night
3 Copj : Tell kej sales point
in musical jin^l'- follow
with direct-selling commercial
value . ." is tin- tried-ami -true theme
used must often, l>nt its variation dur-
ing bargain-happ) summer months is
a direct challenge to discounl bouses:
"Vim, Vim, Vim, Vim, Vim for dw-
counts."
\s one i>f the country's major elec-
toral appliance chains. \ im has been
paiticularl) vulnerable to the post-
World War II trend of discount bouse
selling. Part of \ im's answer to the
problem derives from its purchasing
strategy; as a 56-store chain, Vim
claims to have early access to "good,
low-cost buys."
"If there's a factor) close-out on a
l<. ii ti< ul. ii line oi elei ti k al appli-
.on es, -av \ i M i c\i-< utives, we re t"p
in line t<> 1 1 iii I out about it. Beyond
this we operate on the theorj that vol-
ume make- up toi the big mark-ups
that used to be the rule in out busi-
ness until the mid I orties. W hatevei
break we gel from manufacturers, we
pass on t ii < ustomers in the form "I
low prices and spe< ial Bales.
\ im hop- on this pi ice theme stroi
l\ m all oi it- a<lv ertising I through
Frederick < llinton Advertising I, Ft
it- L, 000-line newspaper ads in Buch
mass-appeal print media as the Ven
)oih Dnih \eW3 to it- -even dail\ ra-
dio announcement- and it- 'in t\ an-
nouncements weekl) .
Be) ond ii- competitive pricing, V im
boasts an advantage over discount
houses in support I rom manufacture] b.
First, and intangible, is the approval
that an) giant retailer mighl get from
manufacturers of such durable goods
as washing machines, refrigerators, ra-
dio and t\ sets, Second, and tangible,
is the financial support \ im gets in the
wa) of cooperative advertising bud-
gets, which manufacturers are loath to
offer discounl houses. In fact, a SPON-
SOR guesstimate pegs some 65' '< of
\ ims annual SI. 75 million expendi-
ture as co-op monej .
In radio. \ im has spread this nionev
throughout the da) and evening. The
firm's pattern i- a constant search for
'ON-Olt HALF-HOUR sliows LIKE u MIT's 'TALEN1 SEARCH" (R.)
Vim Presidenl Sam Kassover, holding
N.N .' . honoi certifii ite, built chain from
I.") i<> 56 stores through
broad i ovei age and spread of audi-
cm e. I in i ■ ntl\ . \ im i- on W lit \ and
W\l(.\. with a minor schedule on
Willi dire* ted at Neg ro .md Spanish
audiem e u \ oups.
Radio strategy: Typical of hi- time
bu) ing strateg) foi \ im. ai i ording to
Harold Reiff, president of Frederick
Clinton agenc) ami a< count ex« utive
for \ im. i- this current - hedule on
WRCA: ""We use minute announce-
ments in general, scheduled five times
\veekl\ within -even early-morning, af-
ternoon, and nighttime programs. The
types of programing we i:enerall\ huv
into are variety, interview -how-, pro-
grams headed up b) strong local per-
sonalities like Tex and Jinx. Jim I
Al Collins. Sid Smith.'"
On W \K \. Vim -pon-or- L8 10-
minute segments a week, a pa- kage
huv that gives them three minute-
announcements pei segment \
current tv schedule, patterned after the
stores" use of radio, consists of 30 an-
nouncement- wecklv all on WABD.
"'W e have no set i ule about our
choice oi station," says Mesnick. "We
continuous!) see station reps and sales-
men and keep listening for good buys.
Mainlv were interested in broad COV-
erage and in reaching both a family
and a hou-ew ife audiem e."
Hen-"- the tv pe of n ' \ im
broadcasts to it- audience; immediate-
iK after the Vim discount jingle:
"Folks, hen'- a verv unii-ual state-
ment. If von walk into any of the 56
neighborb I Vim -tori-- now durirv_'
their amazing Vnniversar) Sale, you're
assured of the greatest dollar savings
in town on the top-name tv set or ap-
i Please tarn to patze 123 |
5 SEPTEMBER 1955
55
490,000 TV SETS IN THE
FORT WORTH-DALLAS AREA
. . . will be carrying the NEW BRAND IN TEXAS
Channel 11 . . . the new brand destined for
fame . . . bringing a new view and quality
in TV entertainment . . . with 210,000 watts
power . . . 1074 foot tower.
REPRESENTED NATIONALLY BY H-R TELEVISION, INC.
REGIONALLY BY CLARKE BROWN COMPANY
56
SPONSOR
f#I#/#\V
first huh.
0
JANUARY
TO JULY
19 5 5
llued evrry 6 monthi
l<ft*<>rf i.viiif/ lf|<*nci«*.s-
(nil \. Peterson, Marschalk S Prall Division,
\lr( .inn Ei ickson, profile
Roland Martini, Gardnei Advertising, profili
Lansing H. Lindquist, Ketchum, MacLeod &
Grove, profile
I. AA alter Thompson's new w studio
Myron I. Brown, Coleman, Prentis & Varley,
profile
[, 111. Inn Toigos: Vdolph, ores., Lennen &
Newell; John, exec. \.p., B-B-T, profiles
I i - IYi-k\. Producl Services, profile
Forum: Should agencies gei production "i com-
mercial credit '
I I. The Two Toigos
F. B. Ryan, Ruthraufl 8 Ryan, profile
Ed (Shepherd) Mead, Benton & Bowles, profile
\. Kru;:. Calkin- & Holden, profile
Alfred Hollender, Grej Advertising, profile
William Bernbach, Doyle Dane Bernbach, profile
Robert S. Nyburg, Nyburg Advertising, profile
Samuel II. Northcross, William Esty, profile
Itmlil Getschal. Getschal Advertising, profile
Appliances
Sunbeam: from nothing to S-'i.tM)O.(MM) mi t\
Hi I. in. p. 71'
•i I. hi. p. 70
. I eb. p. B6
." Feb. p. 96
21 Feb. p. 59
7 Mar. p
7 Mar. p. 94
7 Mar. p. 96
21 M.ir. p. 34
21 Mar. p. 64
1 \Pr. p. 58
IK \Pr. p. 56
2 Ma\ p. 7)8
L6 Maj p. 112
1 3 June p. 60
10 Ma] p. 66
27 June p. ">2
10 Jan. p. II
Automotive A Lubricants
Esso: l'> years of radio news 17 Feb.
\ sso's tip- mi is new - 21 Mar.
WTVJ, Miami, all-night autorama Bells 300 cars 18 Apr.
Spot radio ups Boston auto dealer's sales 600$ 30 Maj
KG! I TV, Houston, stages all-night telecast 30 May
p-
34
p.
36
p-
43
p-
52
p.
53
Broadcast Advertising Problv
and Developments
I. Admen post top radio. t\ questions for 1955
^p..i radio spending: out in the open in '55?
"Radio never went away": Worth (Cramer, WJR
Biji 11>V~> push for spot radio
1 A's stand on rate deal-, merchandising excesses
II. Admen pose top radio-tv questions fur 1955
Most i\ stations agree to full-screen f.D.'s
Spni radio: off to fast '55 start
Reactions to 1 A's radio-t\ stand
Should raili.. have both national and local rah-.'
LD.'s arc available and effective: Foreman
Radio merchandising: do you do i nuch?
Summer selling: l'>.ii
Radio: -lump disappearing
T\ : six million more home- llii- July
Income, retail -ale- keep winter levels
()\er (K)rt winter audience is available
Nielsen surve) on in-home listening
10
10
10
21
24
24
24
7
7
21
Out-of-home listening al record height: Pulse
Nielsen chart on summer viewing
Do replacements mean audience loss? 7
\A rit inji to lit corporate personality: Foreman
IIIS
Jan.
Jan.
Jan.
Jan.
Jan.
Jan.
Jan.
Feb.
Feb.
Feb.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
Mar.
p. 37
p. 42
p. 48
p. 38
p. 42
p. 44
p. 48
38
41
38
34
34
11
44
47
50
51
:u
56
60
62
6
29
10 media director- give views on radio, t\ today 21
CBS Spot Sale- offers up to 26'J discount for
group buys 21 Mar. p. 38
Quality Radio covers 35 stations, -ells tape pro-
graming as a group 21 Mar.
Advice from sponsors to the sponsor about to
choose a 1% agency 1 Apr.
Tv stars should sell: Foreman 18 Apr.
The dream media -alesman: Foreman 2 Ma]
Saturation: how much spot radio do you need?. ... 2 May
Forum: Should tv sell guaranteed circulation.'' 2 Maj
Free & Peters' "Spot Radio Guide" gives rela-
tionship of spot co-Is to radio coverage 16 May p. 34
lour nets' radio presentation an impressive co-
operative venture, say Chicago agencies 16 May p. 12
N ARTB Convention section 16 May p. 44
The issues 16 May p. 44
The agenda 16 May p, 17
10
27
26
10
40
60
sponsi ir'i I . pioneers dinner
1 dm ,ii the ' onvention
Map "i AA ashington l > ' Foi
Radio progt im ■• i
I \lnliit..i - desi i iptions
\ \R I II activities which affei i admi n
If nil Street Journal corrects confusion 1"'
lo< ll in. I li. I l olio
Forum: < an i -how with intense audiei
distract too much from the i ommer< iaJ ?
I on loo ,id\. rtisers: bel I) and afti
Admen renew plea foi full »pol radio i
Forum: Can the negative approach sell?
Local radio- Btrength proven with RAB contest
. a-.- histoi ies
Commercials and Sales 1
kirk- ..If spot
16 M i. ;
16 M .
16 M i
16 M
16 Maj
16 M.n
16 Maj p. 106
16 Maj p. 110
,ii M
DC p. 10
ids
Ford's "This Ole House" jingl
radio saturation paign
How big an audienci for commercials: NB( stud]
I. Axe t\ conuneri ials getting word I a ! Art
Bellaire, BBDO
II. \rr l\ conuneri ial- getting pi< I u r«
Bellaire, BBDO
Needed: Data on how a show affects the com-
mercials: Foreman
III. \re tv commercials getting talent-lazy?: Art
Bellaire. BBDO
Should you redesign youi package foi color tv?
III. What admen think of Btation direct-mail
Forum: How elTei t ive are radio i :ommer< i a I - when
the audience i- doing something else?
The McBoing-Boing "school" of animation
highbrow for t\ : Foreman
Radio-television trade ads need a factual ap-
proach: Foreman
lasts
I. Talent Agent-: do ih.\ i ..ntrol t\ costs? 2 1 Jan
II. Talent Agent-: wbal are tin- alternatives to
paying their price
Free & Peters "Spot Radio Guide" gives relation-
ship of spot costs to radi verage
Non-morning spot radio delivers 10r; more homes,
i- lower cost-per-M
10 Jan.
p.
P-
10
16
21 Jan.
P-
U,
P-
12
21 Feb.
p.
'.
21 Feb.
21 Feb.
P-
P.
P-
12
11
1 Apr.
p.
64
10 Ma]
P-
10
27 June
P-
12
2 1 Jan.
p.
P-
36
16 Ma]
p.
13 June
P-
36
Drugs one! Cosmetics
William O. Mermen. Jr.. The Mennen Co.. pt
Emmanuel Katz. Doe-kin. profile
Walter Plaut, Lehn & Fink, profile
10()r; i\ budget gives life to 5 Das Deodorant
Foods and Beverages
Burnham & Morrill 'bean & brown bread) 28
week test in Green Bay, Wise., 1st week
B&M test, 2nd week
Coke's new look: hard-hitting copy, modernity
B&M test, 3rd week
Schweppes sales rise as Commander Whitehead
goe- on radio
B&M test, 5th week
\ irginia Dare finds spot radio powerful
B&M test, 7th week
B&M teSt, 4tll week
Robert Young, (odder, Gift 'fruit juices), profile
,ir budget helps Savarii tune num-
ber 2 in N. Y.
B&M test, Hi!; week
B&M test, 11th week
B&M test, loth week. -ale- up .HI',
70% -pot radio budget increases (.olden
'fresh juice) -ales l..ill'l',
Comdr. Edward Whitehead. Schweppes, profile
Jamc- Raven. Minute Maid, profile
H. A. Hebberd. Stokely-Van (amp. profile
B&M teat, 18th week: sales gain hit- 100fl
.n. p. 30
21 Feb. ;
21 Mar. ;
13 June p. 10
2
21 Feb. |
21 Feb. p. n
7 Mar p. Wl
21 Mar. ;
21 Mar. :
1 Apr. p. 30
pr. p. 36
18 Apr. p .36
2 M
2 Ma] p. 38
2 Mav p. U
lr, M.,v p. 10
•v p. 18
iv p. 30
13 June |
13 June ;
13 June p. U
5 SEPTEMBER 1955
57
Insurance and Finance
Forum: Hun can sponsors protect against right
of privacy and defamation suits arising out
of television shows 24 Jan. p. 72
Jewelry and Watches
Lester Krugman, Bulova, profile
4 Apr. p. 22
Soaps and Cleansers
Michael J. Cullinane, Oakite, profile 10 Jan. p. 34
Esquire hits hard, hut not often, on tv 24 Jan. p. 40
Allrich S. Harrison, A. S. Harrison Co., profile 7 Mar. p. 20
I. Why Procter and Gamhle plunged into night-
time television 16 May p. 31
II. How P&G and its seven agencies buy spot 30 May p. 38
III. What'- behind P&G's davtime radio-tv cut-
backs? ]3 June p. 34
I\ . How P&G gets the most out of its seven
agencies 27 June p. 25
Miscellaneous Products and Services
Radio I. .[nil distribution for cement coating 10 Jan. p. 50
Morning radio draws ladies to Slenderella 21 Feb. p. 32
Ho* --(Kit made Hudson number 1 paper napkin 7 Mar. p. 38
I . S Steel makes friends, sells on the air 4 Apr. p. 38
Tre\\.i\ (floor wax) grows with spot radio 4 Apr. p. 42
Jess Shwayder, Shwayder Bros., (Samson lug-
gage), profile 18 Apr. p. 22
Johnson & Johnson uses magazine plan on night
time ii. i 18 Apr. p. 32
Snorkel pen made SheafTer switch to tv 27 June p. 36
music
Admen would do well to study rhythm and blues
trend: Csida 21 Feb. p. 24
Lawrence W. Kanage, RCA Victor Record Divi-
sion, profile 27 June p. 20
Does radio play the wrong music? Ohio State
study __ 27 June p. 32
Programing
Development of talent needed: Csida 10 Jan. p. 71
Forum: What if the critics pan client's show? 10 Jan. p. 76
Nets come of age in program maturity: Csida 21 Mar. p. 29
Video tape: programing revolution on the horizon 21 Mar. p. 42
"Why I'm through with big tv shows," Raymond
Spector, Hazel Bishop 2 May p. 31
Local radio-tv increase specialized programing,
1955 Buyers' Guide reveals 2 May p. 36
Westinghouse's national programing concept 16 May p. 26
Radio programing services at NARTB Convention 16 May p. 43
Fall revamping in nighttime net lineups 13 June p. 31
Fall tv lineup 13 June p. 32
Monitor: net radio's future pattern? 13 June p. 42
Radio station KWIZ, Santa Ana, uses tabloid
approach 13 June p. 46
Fall tv lineup 27 June p. 29
Movies
7 Feb. p. 26
Jerome Pickman, Paramount Pictures, profile
Forum: Are movie companies getting a "free
ride" on television? 30 May p. 62
Research
PulseV cumulative audience report
NBC-Starch study on evening radio listening.
Tv copy town: Starch, station measure commer-
cials' recall in Altoona .
Nielsen Station Index: can it measure today's ra-
dio audience?
Blacklist probe: meaning to admen (Fund for the
Republic study on hiring practices)
NBC TV's Ft. Wayne study: what happens when
iv hit- a market?
10 Jan. p. 52
24 Jan. p. 64
4 Apr. p. 32
18 Apr. p. 40
2 May p. 42
30 May p. 40
Talent
Forum: Does it hurl radio talent lo go on tv?
Tv -tar- should sell: Foreman
Blacklist probe: meaning to admen (Fund for
the Republic study) _
1 iinim: How can prominent tv entertainers avoid
"boom and bust" popularity?
Television
Tv is a woman's world: Foreman
\udience identification; key to successful televi-
sion drama: Foreman
Forum: Can there be peaceful co-existence be-
tween subscription and commercial tv?
The Plotkin memo: implications for admen
Forum: Does it hurt radio talent to appear on tv?
Forum: How do you visualize tv ten years hence?
Forum: How to speed up production, marketing
of color sets?
Fee tv, admen say, won't gain wide acceptance
George Abrams, Block Drug: speech at sponsor's
Tv Pioneer Dinner
Tv's progress should make admen proud: Foreman
Fee tv fight will be a long one: Csida
Television Film
Commercials and Hollywood: Foreman
Film: tv's "new business'" department
Film Section: 1955
Scope: $80 million industry...
Competition: razor sharp
21 Feb. p. 48
18 Apr. p. 27
2 May p. 42
27 June p. 54
10 Jan. p.
7 Feb. p.
7 Feb. p.
21 Feb. p.
21 Feb. p.
21 Mar. p.
18 Apr. p.
16 May p.
30 May p.
13 June p.
27 June p.
24
Selling: poker face needed
New Films
Attitude towards color: "watchful waiting" —
Nielson charts on re-runs
ARB audience composition chart
Dilemma: how- to put soap opera on film
Converting film feet to time: chart
Tv film -hows available for syndication: listing
SPONSOR-Telepulse ratings of top spot film shows:
chart
Tv film at the NARTB Convention
McBoing-Boing "school" of animation too high-
brow for tv: Foreman
/
7
7
L8
2
Ki
7
4
13
24
21
21
L8
2
30
L 27
16
Timebtii/ina
Top timebuyers give ways sponsors can make bet-
ter use of air media and timebuyers' -kills
Satire: a timebuying machine: Tom Flanagan
Tips mi timebuying from six veteran buyer-
Jan, p
Feb. p
Feb. p
Feb. p
Feb. p
Feb. p
Feb. p
Feb. p
Feb. p
Feb. p
Apr. p
May p
Jan. p
Mar. p
Apr. p
June p
Jan. p
Feb. p,
Mar. p
Apr. p,
May p.
May p,
June p.
May p.
6
8
88
29
48
52
58
38
44
10
22
28
48
48
50
50
61
55
58
38
47
56
76
U
50
58
52
48
48
48
54
64
50
30 May p. 10
18 Apr. p. 29
2 May p. 46
27 June p. 34
Retail
Radio built Washington, D. C. record stores..
W\ DA. Boston, operates from store window
Department stores need tv to stop market decline
Why radio and department -tores mi-understand
each other
Why Woolworth bought net radio
24 Jan. p. 50
21 Mar. p. 36
1 \pr. p. 34
4 Apr. p. 36
18 \pr. p. 34
Travel and Transportation
North Vmeriean Airlines uses heavy spot radio ... 2 May p. 34
Bekins Van & Storage Co. finds that radio and tv
increases business 16 May p. 37
Transcriptions and Tape
Video tape: programing revolution coming 21 Mar. p. 42
58
SPONSOR
\ ' MORRIS
The Northwests TOP PERSONALITIES
sell for you on KSTP Radio!
Rill Ingram, Bee Baxter, George Grim,
Johnny Morris— these are famous names
in the greal Northwest.
These and many other top KSTP stars are
available to sell for you on KSTP Radio.
Your message is presented by a favorite
personality a familiar voice that adds
selling impact and believability to each
announcement — and builds sales for you.
Only KSTP offers you this hard-selling
combination: your choice of one of the
Northwest's favorite performers to sell
your story, plus a realistically priced pack-
age-rate plan to enable you to do an
effective and economical selling job in this
vital market of 850,000 radio homes and
Four Billion Dollars
in spendable income.
KSTP
I
,000 WATT
MINNEAPOLIS • ST. PA
ask NBC Affiliate
PRICED and PROGRAMMED" to serve today's radio needs!
EDWARD PETRY * CO., INC. • NATIONAL REPRESENTATIVES
5 SEPTEMBER 1955
59
Chart
lit
covers halt-hour syndicated film 0»
raitip m up i)
sk
.7
fop 7 0 shows in 1 0 or more markets
Period 5-7 7 July 7955
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
Average
ratine
7-STATI0N
MARKETS
5-STATI0N
MARKETS
4- STATION MARKETS
1-8
MA
Rank Past*
now rank
N.Y. LA.
Boston Mnpls. S. Fran
Seattle-
Atlanta Chicago Detroit Tacoma Wash.
Bait.
I
,
I Led Three Lives. Ziv (M)
20.2
3.7 13.4
tribe ti kttt
]u ii 8:30pm
24.4 79.0 76.0
wnie ti kstp-t» knn-ti
: 00pm B 80pm LOdOpm
74.0 77.4 78.4 75.5 78.7
mb ti wpi-ti ujbk-tv ktnt-Pi wre-ti
Dpm 9:30pm 9:30pm 9 :0Opm 10:30pm
75.0
wbal-tv i
111 -3iimd
2
2
Badge 71 4. NBC Film (D)
18.5
14.4
kttv
7 30pm
77.5 74.5 79.2
wmu ti kstp-tr kpix
• 90pm D :30pm 9:00pra
72.9 79.4 76.8 72.4
ugn-t\ uwj-iv kinu-tv wrv-t\
8:00pm 10 :00pm 9 :.i>pm 7-00pm
77.2
wbst-sj
3
3
Passport to Danger, ABC Film, Hal Roach (A)
18.4
6.2
keop
ft :00pm
9.5 73.0
keyil-tv kron-tv
7 :«>pm 10:30pm
73.7 73.8
wwi-tT klng-tv
10:30pm 8:30pm
4
4
)lr. District Attorney, Ziv (M)
17.4
4.9 73.0
wabo-tv knit
9:30pm 10:00pm
25.0 25.8 77.9
wnac-tv kstp-tv kron-tl
L0 :30pm 9 :30pm 1" 30pm
73.9 9.9 73.5 76.0 7.5 8.9
irsb-to wbkb wwj-t* klng-t. wmal-tv wbal-tv
7:00pm 9:30pm 9:30pm 9:00pm 10:30pm
9
.">
7
>l«n Behind the Badge, MCA TV Film (M)
15.4
6.4 70.3
webs-tv kttv
6 :30pm 8:30pm
72.9 8.4
wjbk-tv Btm&l-tl
» 30pm 10:00pm
6
1
8
City Detective, MCA, Revue Prod. (M)
15.3
6.3 70.8
wpix knxt
9:30pm 10:30pm
7.9 20.5 76.7
wbz-tv kstp-tv kron-tv
11:15pm 8:30pm 10:00pm
75.0 5.9 74.9 5.9
usb-tv rklw-tv king tv wmal-tv
B :30pm 1" iiipm 8:30pm 9:00pm
6
5
Waterfront, MCA Roland Reed (A)
15.3
4.9 77.7
wabd kttv
7:30pm 7:30pm
8.9 20.2
kejd-tv kjon-tv
7:00pm 8:30pm
75.9 75.4 74.3 74.2
waga-tv wryz-tv komo-tv wtop-tv
9:30pm 10:00pm 7:30pm 10:30pm
72.3
wmar-tv
10:30pm
"
8
6
Stories of the Century, Hollywood TV (D)
14.5
4.4 73.6
wcbs-tl kttv
5:00pm 9:00pm
7 7.3 8.4 7.3
wnac-tv wten-tv kovr
6:00pm 4:00pm 7:00pm
8.2 9.9
wbkb wtop-tT
9:00pm 6:30pm
9
Backet Squad. ABC Film, Showcase (D)
13.7
3.7 9.7
wabc-tv kttv
10:30pm 8:00pm
76.0 8.4
kstp-tv kgo-tv
10:30pm 9:30pm
79.9 73.9
mb-tv wgn-tv
10:00pm 8:30pm
9
10
Eddie Cantor, Ziv (C)
13.7
4.2 70.7
wabc-tv kttv
10:00pm 7:30pm
72.9 7.2 74.2
ubz-lv uicn-tv kron-tv
10:30pm SlSOpm 7:00pm
9.7 73.7 7 7.2 74.8 5.9
ulw-a wnbq wjbk-tv king -tv wmal-tv
8:30pm 9:30pm 9:30pm 8:30pm 10:00pm
70.9 :.
wbal-tv ■
10:30r
Rink Past*
now rank
Top 70 shows in 4 to 9 markets
I
3
Life of Riley. NBC Film, Tom McKnight (C)
17.4
75.4
kttv
8 :00pm
78.5 73.2
kstp-tv kpix
9:00pm 7:00pm
22.3
king-tv
7 :30pm
2
I
Doug. Fairbanks Presents. ABC Films (D)
17.3
9.8 7 7.9
wrra-tv krca
10:30pm 10:30pm
9.9
kvtp-tv
9 :00pm
72.7
klnt-tv
9:30pm
3
4
Amos *n' Andy. CBS Film (C)
15.3
4.3 9.7
wcbs-tv knxt
4 :30pm 5 :30pm
7.9
kovr
7:30pm
77.4
WW j t V
1» :00pm
IS
: ■
4
'(inirirr Story, Ziv (D)
14.4
4.2
khj-tv
8:00pm
72.0
kron-tv
6:30pm
23.9
waga-tv
9:30pm
5
5
Guy Lombardo, MCA-TV Film, Guy Lombardo
Films Inc. (Mu)
14.2
6.3 4.4
wrca-tv kttv
7:00pm 9:00pm
3.7
cfclW-tT
9 :30pm
6
2
Foreign Intrigue, Sheldon Reynolds (A)
13.9
70.7
krca
10:00pm
77.7 77.9 2.0
wbz-tv wcco-tr kovr
10:30pm 10:0Opm 10:00pm
5.3
wbkb
10:30pm
7
7
Mayor of the Town. MCA-TV Film, Gross
Krasne (D)
13.8
4.4
WTCatT
11 l'-pm
5.9
keyd-tv
7:30pm
6.5 77.0 72.4
wsb-tv wnbq, wwj-tv
2:30pm 10:00pm 10:00pm
8
6
Star and the Story, Official Films, Inc. (D)
12.8
7.9
kttr
10:00pm
74.2
kron-tv
7:00pm
72.4 70.2 73.7
wsb-tv wwj-tr kinc tv
10:30pm 9:30pm 9:30pm
9
Lone Wolf. UTP, Gross-Krasne (D)
12.6
3.2
kttv
8 :30pm
76.9 78.5
wnac-tv wcco-tv
10:30pm 8:30pm
8.7
wttf
9:00pm
n I
11 .1 !•
10
7
The Whistler. CBS Film, Joel Malone (M)
12.1
6.2 73.2
wplx kttv
9:00pm 10:00pm
9.9 78.4
wbz-tv kron-tv 1
ll:0Opm 10:30pm I
77.4 75.7
wjbk-tv klng-tv
10:30pm 10:00pm
9.4
wmsr-tv
11 :00pm
■bow type symbols: (A) adventure; (C) comedy (D) rtr»m« • iiwi H/m«_i.^. ir\ uj..
telsrast Id roar or mere markets. Tne iTirui ratine Is aa unweighted •varan * i.j iTiT.
market rating, UfM above Blank .pace lndlr.,eTnim "/"bT^aT! iTfE. l.SS^M
July. While network shows are fairly stable from
which they are shown, this Is true to much lesser
be borne In mind when analyrlnc rating trends from
to last month's chart. If blank, show was not rated
ne month to another In the ■{**■
extent with syndicated shows, n ■
one month to another in this oaerv »»•■
at all In last chart or wu In t'"
IT ION MARKETS
,. ■ Mllw.
Phil*.
8t. L
1 20.0
9.3
76.2
i. -
7 mi|.m
kid l\
|Q IM'I.TII
73 7
72 5
79.9
Hi. 11
Ml'lll lv
; gopo
k..l n
B lOpn
27 2
75.7
J i
kuk 11
i" oopn
79.5 8.7 77.5
wtmj it m »
• :30pm H> 30pm 1" 00pm
79.5 74.5 72.2
wtnu It mill lv k*.l li
; Mpm in ;i>i>iii in 00pm
20.8
Will
'.I llilprn
23.2
k-.l ii
9 30pm
76. 7 9.3
l t wtrrij tv »rau tl
10pm 8 30pm
77.4
I Mtpn
78.9 5.3 75.2
wtmj it nfll-tv kuk tv
10:30pm 10:30pm 9:30pm
» c
. I :"
8.5 75.2
iirau tv ksd-lv
7 OOpD I 80pm
2-STAr ION MARKETS
Blrm. Charl.ttt Di»1«i N,» Or
27.3 50.5 26.8 46.3
■rabl
»i,u
HrhlO lv
8 00pm
ardau ii
27.0
57.3
24.0
Bl.'V
Mhla u
26.3
35 5
77.3
40.8
ul.r.- 'i
* 10pm
wbti
7 liiipn,
w.l.ti ll
46.8
25.3
25 3
«rhlT
I SOpm
whs <l
B i
W-kll IV
in 30pm
23 3
27.0
ul.n n
B 30pn
'i 10pm
38.0
10:00pm
24.3
29.5
»liri lv
B 00pm
»li|.. tl
B 80pm
23.3 50.0
wabt
B 80pm
wbti
< 30pm
27.5
vblo If
n> 15pm
20.3 46.0
«l« .1
< 30pm
W'l.ll tv
t SOpm
7 7.2
2 77.7
»i-t? wttn
M>pn 7 :00pm
.4
72.9
wtsn
9:30pm
9.7
kuk tv
ltdOpo
9.4
rrptz
10:30pm
77.0
ks.l tv
10:30pm
'5 75.2
hk>tt wtmj-tv
^Pttt 11:00pm
45.3
wdsu-lv
9:30pm
25.3
wbre tv
9 :00 pm
47.5
HdlU li
•
47.0
Hdjrj t .
9:30pm
47.8
wbtv
9:00pm
47.8
irdsu *>
9:30pm
78.3
wbrr-tT
9 :30pm
76.8
B SOpn
ilfleallon as to number of stations In market Is Pulse's own.
mae number bj measurinc which stations are actually re-
al* In the tnetropollun area of a given market even though
but be outside metropolitan area of the market-
BETTER TAKE A CLOSE LOOK AT THIS PICTURE. WE THINK
YOU OUGHT TO BE IN IT AND HERE'S WHY . . .
WSBT-TV DOMINATES THE
SOUTH BEND MARKET
No other station, I II K or \ \1t, whose signal rem he- the ^nuth Bend
Market, even comes close to \JSBT-T\ in share-of-andlence. s<>uih
lieml it .i fringe ;irra for Chicago and Kalamazoo I \ -tation- I..
illustrate! titer WSBT-T^ began carrying the K<l Sullivan Show, iln-
program's South Bend audience increased over 300%! Kurt her proof:
W hen \J SBT-T\ vi<-ni on the air. set ok nership in South H<- n<l jumped
from 2<>''< to 80%! (Hooper. Nm.. l<r>t).
WSBT-TV VIEWERS COMPRISE ONE OF
AMERICA'S RICHEST MARKETS
South Bend'n Metropolitan Vrea lit the Nation'- "itli riehesl in familv
income. The South Bend-Mi-hawaka (ill Corporate \rea i- Indiana's
2nd largest in income and -ale-!
WSBT-TV GIVES YOU A BIG, PROSPEROUS
14-COUNTY COVERAGE AREA
Population of the »tation*« coverage area i- HI 1,600 or 248,900
home-. Effective Buying Income ... SI, 342,802,000. an exceedingly
important market!
WSBT-TV REACHES 181,953
UHF EQUIPPED SETS
95% of the TA homes in the area are I HF-equipped to receivi \\~HIIV
A CBS BASIC OPTIONAL STATION
ASK PAUL H. RAYMER COMPANY* NATIONAL REPRESENTATIVES
FLORIDA]
Market Information
Population
Radio Homes
Effective Buying Income
Retail Sales
Food Sales
General Merchandise
Furniture-Household
Automotive Sales
Drug Sales
Gross Cash Farm Income
1,384,000
456,630
$1,869,606,000
1,347,875,000
328,473,000
133,811,000
75,230,000
255,985,000
50,868,000
449,262,000
SOURCES: Radio Homes, SRDS' 7955 "Consumer Markets";
All other categories, Sales Management's 7955
"Survey of Buying Power."
WOT©
10,000 WATTS 540 Kl
Suri'Up to Sunset
WEST RADIO STATION
on the Air
Sept 9
OWNED AND OPERATED
BY KWK INCORPORATED
»
ST. PETERSBURG
horn Gulf To Ocean
diesville To Okeechobee
wire, write
phone 6-2621
City, Florida
W-GTO
MEN'S CLOTHES
M'ONSOK: Chet & Don's Style-Marl
AGENCY: Direct
< \|>M I I ( W HISTORY: Chet & Dons Style-Mart,
a men's clothing store, dropped its newspaper advertising
to give tv a six-week trial. It scheduled three live an-
nouncements per week over WMBV-TV. After one Fri-
day I.D., over 90 people in the store mentioned seeing it,
the following day. The store credited many suit sales to
its annoucemenls. plans another similar trial of tv in the
fall. Cost of the six-week campaign: $000.
\\ \lli\ I \ . Green Bay, Wis. PROGRAM: Announcements
AUTOMOBILES
SPONSOR: Hardcasile Motor Co.
AGENCY: Direct
CAPSULE CASE HISTORY: The Hardcastle Motor Co.
bought the 12:15 p.m. news program one day a week for
a trial period of four weeks. Owner-Manager Dock Hard-
castle, in extending the contract indefinitely, said: "After
just our first and second broadcasts we received calls,
letters and showroom visits from people all over middle
Tennessee and southern Kentucky. After the second
broadcast our sales people were answering telephone calls
for more than 30 minutes." Each program costs $85.
WSM-TV, Nashville PROGRAM: Midday News
HOME FURNISHINGS
SPONSOR: Laurence Mayflower Furniture
Warehouse
AGENCY: Direct
CAPSULE CASE HISTORY: In January 1955, sponsor
started two filmed announcements weekly in late movie
show, increased to five per week within a month. Sales
rose so much that in 00 days the firm bought a half-hour
country music show, which in turn boosted its sales again.
Finally the company bought an additional 15-minute news
program, now- attributes 90rv of its business directly to
tv. Tlie sponsor s dollar volume increased approximately
30% in a competitive market area in which other dealers
liad suffered volume drops of 159r and more. Total cost
of tv campaign to date: $2,250.
MM -TV, < In.,,. Calif. PROGRAM: Ozark Jubilee;
KHSI.TX World News
AMUSEMENT PARK
SPONSOR: Santa's Village AGENCY: Arthur A. M fa
CAPSULE CASE HISTORY : Santa's Village, a chi •«
wonderland 85 miles east of Los Angeles, used w
nouncements on Major Domo's North Pole Revie\pfc
a few announcements on a San Diego tv station. A'< fa
advertising was used, and the park got not one i; j
newspaper publicity. In the first 30 days they had pfj(|
paid admissions. {Children 402. adults $1.1 Cost (
tv campaign was $2,500 and the sponsor quickly re <»
KRCA, Los Angeles PROGRAM: Major Domo'.'m
Pole Review
LAUNDRY
SPONSOR: New England Laundry Co.
AGENC1
Harris*, It
CAPSULE CASE HISTORY: /„ less than four
New England Laundry Co.'s blanket cleaning depa
increased from a negligible number of jobs to over
a iveek. All of this increase was directly attributabL
sponsorship of Club 30 {Monday-Friday, 4:0
p.m.). The blanket cleaning commercials were t
small part of the advertising done on the program
is beamed to the clubwomen of the area.
WKNB-TV. West Hartford, Conn.
PROGR\M:
DRUG STORE
SPONSOR: Preston Drugs AGENCY
CAPSULE CASE HISTORY: Sponsoring the I,
TPA film program, Ellery Queen Show, Presto
sold over 1,000 aluminum tumblers after promo'
on the show. President Wayne Preston report-
previous promotion, regardless of product, has fo
sell-out." In addition, the drug stores have traced ,«r
other direct sales to the show, find "public acceptaiu it
evident with any other type of advertising." Cost ( 'k
show: $125 per iveek.
WJHP, Jacksonville PROGRAM: Ellery Qut
FLOWER PLANTS
SPONSOR: Stringer Bros. Nurseries
AGENi ^
CAPSI IK CASE HISTORY: In the first experienced
firm had with tv. it used a live one-minute announc '
on WHBQ-TI , Friday night. It was amazed when it >k
all 500 of the advertised gardenia plants in the first I
of business Saturday morning. In the following «'«
the complete stock of 1.000 plants uas sold every S ir
day following the Friday night commercial. Belien I
had a 30-day supply, the nursery advertised its I m
Magic Mulch, and was sold out on Saturday, causi. a
hurried reorder. Cost of each bQ-second announcernt
per week is $100.
WHB0-TY, Memphis
PROGRAM: Announceiits
AIR SOME !
On the air at last with the ONLY low channel, the ONLY MAXI
MUM POWER station serving the Shreveport area. We're oper-
ating at 100,000 watts Video, 69,800 watts Audio from a tower
1143 feet above average terrain, 1153 feet above ground and
1403 feet above sea level.
. . . 1,351,700 population . . . 151,941 TV Sets ^ . . . SBillion Market
SM May. 1955 'RETMA
The Best TV Buy
Between Atlanta
and Dallas
KTBW
CHANNEL
E. NEWTON WRAY
Prendcnt and General Manager
Reprtienltd by
(dward P«try A Company
B
3
SHREVEPORT, LA.
5 SEPTEMBER 1955
65
Rogers Tobacco to launch ad campaign using radio and tv
The handler- of oyer 200 different
items for smoking, including 80% of
the tobacco pouches sold in this coun-
try Rogers Imports, Inc., is launching
an intensive advertising campaign in
( '« tolier. The campaign will feature an
experimental radio and tv campaign
that the company describes as the big-
gest in its hi>tor\ .
\rmouncements will be used in the
following markets: San Francisco,
Minneapolis. Washington. D. C. and
Norfolk. \ a. The campaign may be
broadened to include other markets de-
pending on the reaction in these four
markets. Also used in the promotion
California radio contest
featuring European trip
A radio contest co-sponsored by
KFWB, Hollywood, the Thrifty Drug
Stores and Allen's Formula 25 began
in mid-August. Theme of the contest
is "Vote for Your Favorite Disk Jock-
ey," and the grand prize for both the
winner and the disk jockey chosen will
be a two-week all-expense trip to
Europe, with the wife or husband of
the winner and the d.j.'s wife included.
In addition, there will be. weekly
prizes I seven in all I until the contest
ends in October. Finally there will be
another bonus prize of $1,000 in cash.
The name of the grand prize winner
will be drawn at a huge picnic hosted
by Allen's Formula 25 and KFWB.
The promotion is being aided bv in-
store advertising, large newspaper ads
and other displays and will be cli-
maxed by a two-hour show broadcast
on KFWB featuring top recording
artists from Lincoln Park playground.
• • •
Sunday tv saturation
by Sealy begins 2 October
Monday is one of the biggest sales
days in the week for furniture and de-
partment stores. So the Sealy Mattress
Co., Northeast Division, Allston, Mass.
will be consumer magazines, trade
magazines and point-of-sale merchan-
dising. Object of the campaign will be
a 50 'y increase in the distribution of
Rogers' newly acquired Weber line,
and the eventual goal of 25.000 retail
outlets in the country.
The promotion was called the com-
pany's "most ambitious advertising-
merchandising-promotion push to date
in anticipation of the biggest year in
our 51-year history." b\ President
Leonard G. Rogers. The Dobbs Co. is
Rogers' agency and Seymour Zelnick is
Rogers' advertising manager. * * *
is going to concentrate its selling on
Sundays. A heavy tv promotion will be
launched on 2 October called "Watch
Sealy on Sunday." WNAC-TV, Boston,
will cam the MCA-TV film Water-
front, which Sealy will sponsor on al-
ternate weeks. In addition, Sealy will
scatter announcements throughout the
day before several top-rated shows on
the station. This combination is ex-
pected to give Sealy a potential family-
at-home audience of over three million
prospects.
The "Watch Sealy on Sunda\"" cam-
paign is believed to be an industry
"first," according to the station. The
project is being backed by a colorful
brochure to the 2.000 Sealy dealers in
the New England area who are being
urged to prepare for a "boatload of
sales" brought about bv tv. "the
world's best sales force in use toda\ ."
Sealys agency is Tarler & Skinner.
Inc.. Boston. * * *
Briefly . . .
Spot Radio Guide, Free & Peters'
tool for top executives (see sponsor.
Hi Ma\ 1955. page 34 l has been pre-
sented to over 4,000 adyertising and
agencymen. The guide provides fast
cost estimates for use when making
spot radio plans, giving data on 161
■ -
markets whose radio outlets reach, ac-
cording to Nielsens NCS data. ()~'',
of I . S. potential coverage.
Copies of the guide are still a\ ail-
able on request from Free & Peters.
* * *
There's an old adage among actors
warning about sharing the stage with a
cute child or a dog. The experience
that WAVE-TV, Louisville, had re-
cently indicates that colts ought to be
included in the warning as scene
stealers.
On its Farm show I Saturday, noon
to 1 :00 p.m. I the station put on a
show in cooperation with the Ameri-
can Saddle Horse Breeders Associa-
tion. Colonel C. J. Cronan. Jr..
retary of the association, traced the
history of horses, their development
and breeding. Naturally, some horses
were shown to illustrate the various
types discussed. One colt accompanied
Camera-shy colt objects to making tv debut
his mother on the show and completely
stole the scene. He reared up and in-
dicated his mistrust of humans, cables
and cameras. After a while, though,
he quieted down and the show went
on as planned.
• « *
When Omaha's KOIL turned inde-
pendent, late in August, it revised its
format, giving new emphasis to music,
news and sports, as so many other re-
gional radio stations have been doing.
KOIL scheduled 10 minutes of news
per hour, around the clock. Five-min-
ute news programs, on the hour and
the half hour, together with continuing
accent on KOIL's "Big Five"' disk
jockeys, provide listeners with the lat-
est in music and news.
* * *
Signing rep contracts with Katz is
getting to be a habit with the Storer
Broadcasting Co.. which just recently
reappointed Katz national reps for six
radio and six tv outlets under a new
long-term contract. The Katz Agency-
has been associated with Storer for
over 16 consecutive years, starting
( Please turn to page 73 I
66
SPONSOR
TRAFFIC
STOPPING
Hi
ft
O*
i»
STARRING ACADEMY AWARD WINNER
AS HEAD OF THE HIGHWAY PATROL...
| ON THE EXPERIENCES OF HIGHWAY PATROL OFFICERS IN ALL 48 STATES!
THE MOST IMPORTANT PROGRAM IN YOUR
COMMUNITY AND FOR YOUR COMMUNITY!
THE PERFECT COMBINATION ... A BIG STAR,
STIRRING ADVENTURE, TENSE DRAMA, AND
FEATURING ... A COLORFUL LAW ENFORCE-
MENT AGENCY IN ^fffT?QA//
/W
WRITE, WIRE OR PHONE TODAY FOR YOUR AUDITION! NOW AVAILABLE IN SPANISH
x&
^\C
'..OB"0"4'
K»A*
j.e'oH
o\W°°
u°«"S
coW«
,v^
o*<
* BRODERICK CRAWFORD as
DAN MATHEWS
HIS CREED — devotion to duly.
HIS REWARD — unswerving
loyally of his men.
,n*'°
, W"0'
«w«
6ii«'
t,\or>-
'•* . dot*
. *><
A***1
dot>
^1.
9
T
fe&#t4/#/z
NEW YORK
CINCINNATI
HOLLYWOOD
Already
bought
by...
Pom—.. ' ,n9nomi„_ , ove". 8u«_i '"■ "«m;
"HIGHWAY PATROL" OFFERS THE
mightiest, the most compU
PROMOTION PLAN
ever put in the hands of TV Advertis
you
G«
PFEIFFER BREWING . MW*
... In laming, Bay Cily, Grand Rapids, Cadillac
Rochester, Minn., Austin, Minn., Detroit, Minneapolis
Toledo, Ft. Wayne, Traverse Cily, Forgo, N. D
YOUR MARKET
MAY STILL BE AVAILABLE!
, employees »«»"•* lar*A*1
P«'°".rper'onner--*ded
y°° GET THE
P""'«-eult0/NGziVp
s**nr nr
f
,W" eoplfc,»„ „
'"'"'"ay so, °" <°».muni,v .
^"r TV .1, """ faia « -■■ m
*'W^Th«k.>.ncr„de,0?en"s'-
* -*. PoP::';r! ^ cte
LION OIL COMPANY
and Texorkono, Texas
„„, Oklahoma »
ROUND-UP
[Continued from page <><> i
with representation i>f WSPD, roledo,
in 1939.
Stations covered l>\ i In- latest re-
newal contra< i are: \\ \<- \ and
\\ \(.\ l\. \thmia. \\BI{< and
WBRCTV, Birmingham; \\ l\\ and
\\ \l I rVl, Cleveland; \\ IBK and
\\ [BK TV, Detroit: WGBS and
WGBS TV, Miami: WSPD and
VSPDTV, roledo.
Present at tin- signing of the i on-
tracts were, left to right, Tom Harker,
Storer v.p. and national sales director;
Lee Wailes, executive v.p. of Storer;
and Edward Codel, a director "I Kat/.
Scorer reappoints Kati after 16 years as rep
• • •
Charleston's Wl SN-T\ never looked
. >>od as when picking lovel) Robin
Williamson to be Miss W I SN-TV.
Drinking a toast with the southern
belle are. left to right, llarrv Mulford,
H-R I ele\ ision, Inc., and Biow-Beirn-
roigo's Ken Kerns and \1 Sessions.
Occasion was a cocktail part] i r>
hosted 1>\ Drayton Hastie, president
oi Wl SN-T\ and H-R Television, foe.
Admen, reps toast lovely Miss WUSN-TV
• » *
Swissair, the airline of Switzerland,
will use radio as part of its over-all
advertising for the first time this fall.
Beginning in September. the\ will
sponsor two 20-minute piano concerts
weekly on WQXR and WW HI.. \. Y.
i Please turn to page 100 I
Top
of the
Totem Pole
"Top of the Totem Pole" Hooperatings in
41 out of the total of 62 measured quar-
ter hours, Monday thru Friday. 7:00 a.m.-
10:30 p.m. See the January-February
1955 Hooper Report.
Ask BRANHAM!
RADIO
< ra;
NBC AFFILIATE in CHATTANOOGA, TENN.
CARTER M PARHAM, Pr«tident
KEN FLENNIKEN. General Mjmgtr
ONE
OF THE
TOP FOUR
INDEPENDENTS IN SOUTHERN CALIFORNIA
KPOR
The POPular station
1020
on the dial
5,000 watts serving 6,000,000 peopie
K'POIP Los Angeles
Reproented National!) b> Broadra-I Time Sale- • New ^ork • Chicago • San Franriaco
5 SEPTEMBER 1955
73
YOU'LL SELL
MORE BREAD
with these
$60,000*
Animated Cartoon
TV BREAD
COMMERCIALS
ale
^^ Original production cost. This has already
been paid by one of the country s largest
bakers. This is what it cost to produce
these films from the start, but you can get
them for a tiny fraction of the original cost.
Here's what you'll get:
FULLY ANIMATED FILMS -Animated cartoons are
top salesmen on TV. You get full, not partial,
animation.
SHOWS YOUR WRAPPER OVER AND OVER-Your
wrapper appears in the animated cartoon se-
quences. It's also shown full screen size repeat-
edly.
YOUR BRAND NAME REPEATED OFTEN -Your
brand name, slogan and the sales slant you are
now using are made part of each commercial.
Entire sound track is made to your order.
FAST-MOVING ACTION THAT PACKS A SELLING
WALLOP!— This series was created by baking
industry people to fill the need for topflight
television film commercials for bread. It's test-
ed and proved — is now doing an outstanding
job of increasing bread sales for bakers in one-
fifth of the country.
EXCLUSIVE USE — No one else can use it in your
market— ever! Extra prints guaranteed available
up to three years.
POINT-OF-SALE TIE-IN— Attractive cartoon young-
sters (named for your bread in the film) offer
many possibilities for merchandising.
USE AS TV SPOTS AND IN PROGRAMS-Strong
appeal to both children and adults makes these
commercials appropriate for use at any time
during the television day — as spots, in pro-
grams, or within participating shows.
TAILORED TO YOUR BRAND-You get strong iden-
tification of your brand name throughout, in
both sight and sound. These films look as
though they were specially made for you— top
quality production puts your commercials up
with those of America's biggest television ad-
vertisers.
LOW COST — Because original production costs
have been paid, this series is practical for even
LIMITED ADVERTISING BUDGETS.
AVAILABLE QUICKLY - Prints will be delivered
ready for use within 35 days.
DON'T
DELAY!
This series is
available to
only one baker
in a market.
TELEVISION DIVISION
202 Alexander Bldg. , Colorado Springs, Colo.
Mail the coupon now for full details - no obligation
Television Division, ALEXANDER FILM CO.
202 Alexander Bldg., Colorado Springs. Colo.
Send detailed description of Animated Cartoon
TV Film Commercials for bread.
NAME.
FIRM.
ADDRESS.
CITY
74
STATE.
{Continued from pa^e 10 i
seen or heard before (maybe a dozen time>) chances are
you'll bear with them for these two performers have a special
appeal which enables them to get away with a varn that might
cause anguish if performed by a Y.M.C.A. Little Theatre
Group. Similarly, Jack Webb can hold your interest in a
whodunit, the story for which, if reduced to bare essentials
would cause the most ungifted of pulp writers to blush.
However, it's the anthology programs that really ha\e to
scramble for stories and these are the ones that hungrily use
up plots by the thousands each season. Not only are there
many such network shows both live and on film but there
must be equally as many in syndication. As a consequence,
large producers must have staffs of readers and editors
to comb the magazines and libraries for material.
Books and newspapers too are scrutinized for plots and
sub-plots and possible vignettes. No matter how extensive the
research, the problem of producing 39 sparkling drama-,
a half hour or one hour in length, is as tough an assignment
as has been meted out. This is made even more difficult since
the rights to these plots when discovered must be cleared
at a price the producer can afford, then the story must be
submitted to a budget breakdown to determine if it can
actually be produced and, if a star or two is concerned, it
must then gain his or her aesthetic approval — -often the most
difficult task of all.
I have not mentioned, of course, another prime source of
story-matter — the original. Dramatists who have grown up
in or turned to the medium are also helping to fill the void
that is ( unprogramed) television. However, originators are
far fewer than those who are adapters. Nevertheless, this
group has already made a real contribution not only to the
medium itself but to the legitimate theatre and big screen
motion pictures. Some of the best plays seen and to be seen
on Broadway as well as top-fare flickers are not only the
work of tv writers but actual adaptations of produced tele-
vision programs ("The Rainmaker." "Marty,*' etc.).
So — rather than criticize the men and women who write
for tv as fashioners of the stereotyped and perpetrators of the
unimaginative, I think it is more appropriate to admire what
they have already been able to achieve in so few years and
to hope that many others will join them, learning the craft
of selecting and adapting as well as originating. Our modern
Minotaur looks as if it is going to get hungrier.
• • *
SPONSOR
r
"1,000
KSIA
PREFERRED
Yes, smart advertising investor-
are taking stock of the fact that
KSLA offers Shreveport's lowest
TV cost per 1,000 because KSLA
goes full-power this fall . . . but
present low rates stay in effect
THROUGH JUNE, 1956!
With maximum 316,000 watts
power coming in early fall,
affiliations with CBS and
ABC, and 20 months tele-
casting experience, KSLA's
averages keep rising in
the advertiser's favor.
Your Raymer man
will gladly issue
your shares in
Shreveport's
BEST television
buy, KSLA.
FULL
KS LA $0 1 2
FIRST ,N
SHREVEPORT, LOUISIANA
PAUL H. RAYMER CO., INC.
NATIONAL
REPRESENTATIVES
5 SEPTEMBER 1955
75
ENTRAL NEW YORK'S
JENNIE BELLE ARMSTRONG, Women's Director
They are part of the largest local talent roster maintained
by any radio station in Central New York. They
are old hands in the business of serving the needs and
tastes of this great area. They have become, over the years,
the TRUSTED daily companions of a great share of
the 428,000 radio families in WSYR's coverage. They are
RELIED UPON for good entertainment, authoritative news,
important public service. Naturally, the products
which they advertise share in their public acceptance.
76
SPONSOR
ROD SWIFT. Niwi CommenUlor
BEST SALES FORCE!
The market which they serve is one of America's truly important markets.
Mfropolitan Syracuse is ranked by Sales Management Magazine as the
n< ion's best test market. The great trade area served by WSYR
rbraces a population of 1.5 million, with annual buying
xver of $2 billion. WSYR's superior population coverage,
lib WSYR's superior local program-
ig service, is clear beyond dispute.
CARL ZIMMERMAN, Ntwt CoMMntitor
[Hi • '*
ED MURPHY. The Ed Murphy Shows
ROBERT NELSON. Newt Commentator
Represented Nationally by
THE HENRY I. CHRISTAL CO., INC.
*->s j|-»«
NEW YORK • BOSTON • CHICAGO • DETROIT • SAN FRANCISCO
5 SEPTEMBER 1955
a forum on questions of current interest
to air advertisers and their agencies
How iron 1<I publication of spot radio and tv dollar figures
be useful to advertisers and agencies
MIGHT INFLUENCE STRATEGY
By Frank B. Kemp
Assistant Media Director
Compton Advertising. !S. Y.
Although each of
us is constantly
scrambling to get
competitive ex-
penditure figures,
it is hard to esti-
mate the value of
£ // ^ *ne sPet'ific uses
/k* to which these
^^^^^^^^ estimates are put.
The general feeling is that we just
don't want to close our eyes to what
the competition is doing. In this con-
nection, competitive figures might re-
veal the following:
1. Areas in which competition is
placing extra weight ( the next step is
to find out "why?" I .
2. How much money a competitor
is spending in relation to his estimated
sales.
3. Whether competitors are divert-
ing earnings from profitable brands
to give extra support to relatively less
profitable brands.
The first item might affect our "buy-
ing strategy" — that is, where and in
what medium our money is spent. But
it is very rare that competitive media
selections influence our media selec-
tions. We just don't think it is good
business to let our competitors dictate
our advertising strategy. Our aim is
to do something better than they do.
The second and third items might
affect our "spending strategy" — that
is, the amount of dollars we are willing
to spend per unit of merchandise. Our
spending strategy has not infrequently
been influenced by competitive activity.
Competitive figures may also be
used as a crutch by agencies and sales
departments. When sales are down, a
good slide-rule man can usually dem-
onstrate that he is being out-advertised.
So the availability of competitive in-
formation is useful to advertisers and
to their agents. It is probably even
more useful to the media, since they
can check on the business their com-
petitors are getting.
There are central sources for most
of this information. . . . But no satis-
factory source for spot radio!
There are three sources from which
competitive spot radio costs can be
obtained :
1. Directly from the sponsor (or,
with permission, through his agency).
2. Directly off the air via some
kind of monitoring system.
3. Directly from the station.
Source number three is the only like-
1\ solution. Actually, the stations are
probably spending more time now fill-
ing out questionnaires from dozens of
agencies and advertisers than they
would have to spend filling out a sin-
gle questionnaire to be released from a
central source and covering all prod-
ucts. The RAB should be able to
handle this or should be able to enfran-
chise some private firm to do it.
P.S. It would also relieve the agencies
of a lot of work that might be bet-
ter spent in figuring out good
ways to spend the advertiser's
dollar.
SOLVE MARKETING PROBLEMS
By Charles J. Weigert
Media Director
Lynn Baker. IS. Y.
No matter how
well an adver-
tiser's product is
selling he must
be concerned
w ith the share of
market his prod-
uct controls and.
above all. how
and where his
competitors are spending their adver-
tising dollars. It's a relatively simple
matter to determine dollars spent for
magazines, newspapers, supplements,
network radio and television, outdoor,
etc., but it's extremely difficult to de-
termine spot radio and television ex-
penditures with present sources of
information now available to research-
ers in general.
National advertisers spend approxi-
mately 15' '< of their advertising dol-
lars for radio and television spot an-
nouncements. On the surface one can
say that if 85' ', of national advertising
can be pinpointed, then a fairly ac-
curate picture can be drawn of com-
petitive advertising. This is not true
when we consider that many adver-
tisers are heavy users of spot announ-
cements, and without accurate infor-
mation on this medium the competi-
tive picture of other media tend? to
lose its effectiveness.
Publication of dollar radio and tele-
vision spot expenditures would make
it possible to account for 100'< of
competitors' advertising expenditures.
These figures would be especially use-
ful in solving local marketing prob-
lems which may be caused by a com-
petitor's intensive use of radio and
television spots.
Currently when we are faced with
local marketing problems we contact
station representatives or station man-
agers to determine the extent of com-
petitive activity. In most cases we
have found station representatives and
station managers to be cooperative and
only in a few rare instances has this
information been refused.
With the publication of dollar radio
and television spot expenditures thou-
sands of man hours could be saved by
advertisers and their agencies, not to
mention hours saved by station repre-
sentatives and station personnel.
78
For article on spot dollar problem see page 42 this issue
SPONSOR
WOULD SAVE TIME
lt\ Hurry l'<irmi>
Mrilm Director
/><<>/(• />«((<• Bernbach, V).
?^^*»x Media Records
■m and I'll! measure
ami i<< ord |'i ml
.Mid network
I 'i oad< .i~iniL' a<
ii\ ities, and lill a
greal need in the
advertising busi-
ness, I hese Ben -
ices are so highl)
irded l>\ main | |>le in advertis-
ing thai the) are considered alrnosl
indispensible tools for the smooth and
efficient handling of their individual
operations. I hen- are othei services
thai al-ci help to keep us reliabl)
informed, such as the Rorabaugh Re-
port for -|«>t l\. and Brad- Vera and
the Vssociated Business Publications
Studies for trade papers.
What do these services do for us?
rhej first «>f all give u- extreme!) use-
ful information about the advertising
activities ol our competitors market
b) market and medium bj medium.
W iili this material available we are in
a much better position to plan our
campaigns more intelligent!) for our
clients. From a buyer's viewpoint it
gives us an opportunit) to follow media
trend- closel) and accuratel) .
For -|>ot radio. an important
medium, expenditures (or schedules)
are unavailable, and onl) the super-
optimists hold out an) hope that the
situation will be changed. Just think
of all the time and effort that would
be saved at agencies, station represent-
atives and stations if such information,
b) product and station, were available.
No calls to the reps or regular mailings
to stations would he necessary. \nd
the figures would be fairlv accurate,
not half-baked and misleading.
There are two ways to get this in-
formation: either from cooperating
agencies with the kind approval of
their clients, or from the stations
direct. 1 he latter source appears to
be the best one.
The establishment of a clearing house
to compile and release this information
would be a boon to spot radio, to
agencies and to advertisers. It would
-iv e us another valuable tool to help
us do a better advertising job. It would
also give spot radio an opportunit) to
show the advertising world its true
dimensions and should help it get a
bigger chunk of the advertiser's dollar.
5 SEPTEMBER 1955
THE WINNER !
L/f*? ^ I" •' relcpulsc Stir\c\ ju-t romplrwd l lot \I.iv.
t /* - if) 1955). WAFB-TV, two-year uncontested TV
jrClf * champion in Baton Rouge, rated fii-t I'm XI 1 <>| tin-
f 331 quarter hour- when both T\ stations \\<-re on
the air. Every one of the top 15 favorite
weekly programs were on It iFB-T) . Eignl
bhb* ^^ m m 0^. bjh of the 10 [all of the first she) favorite
fC O U (j E "daily" <»n \\ \FH-T\ .
fin
BATON
Monday to Friday
WAFB-TV
Station "B"
Station "C"
7AM-12AM 12AM-6PM
78 61
10a 29
12 10
6 PM-12 PM
59
33a
8
WAFB-TV
Station "B"
Station "C"
a Does not broadcast for
Saturday Sunday
12:15 PM-6PM 6PM-12PM 1 PM-6 PM 6 PM-12 PM
76 64 76 61
la 27a 8a 33a
23 9 16 6
complete period Audience unadjusted
WAFB-TV
CHANNEL 28
affiliated with WAFB, AM-FM
CBS — ABC — DUMONT 200,000 WATTS
Reps: Call Adam Young, Nationally or Clark* Brown In South & Southwtit
79
WOODland-TV is big territory!
i
For speed . . . excitement . . . adventure . . . there's nothing like
Chris-Craft! This is the spectacular new 18' Cobra ... a dar-
ingly styled speedster, exceptionally smooth riding at flashing
speeds ... the marine counterpart of the daring sports car.
Chris-Craft, the world's largest builder of motor
boats, contributes to the growth of WOODland U.S.A.
On major waterways throughout the world, you'll find sleek, powerful Chris-Craft
sports boats. And in WOODland — ■ in Holland and Cadillac — you'll find two
large Chris-Craft plants, which contribute to the prosperous growth of the area
as a whole.
Many other world leaders are located in this rich, Western Michigan area — in
the primary trading center of Grand Rapids; in Muskegon, Battle Creek, Lansing
and Kalamazoo. And the entire market is yours with WOOD-TV — which has
the 20th highest set count in the country. For top sales results, schedule WOOD-
TV, Grand Rapids' only television station!
WOOD-TV
WOODland CENTER
GRAND RAPIDS, MICHIGAN
GRANDWOOD BROADCASTING COMPANY • NBC. BASIC; ABC. SUPPLEMENTARY • ASSOCIATED WITH
WFBM-AM AND TV. INDIANAPOLIS. IND.; WFDF. FLINT. MICH.; WTCN-AM AND TV. MINNEAPOLIS. MINN.:
WOOD-AM. WOOD-TV. REPRESENTED BY KATZ AGENCY
80
SPONSOR
jVeir development* on SPONSOR storios
4^<>a« No |\ .il mill coverage -liiilii--. M
everyone*! planning inen
I.SSIIO! 22 \nj:»-l I 'J.V», |>aj;r 39
NiiIimm'I: lndu»trj need for an authentic
l> -it lOlllll
According to firsl figures released I > \ the I . S. Census Bureau,
there are •!_' million i\ households in ilii- country, as <>l June 19 • >.
I hi- figure indicates to advertisers thai 67' . m Blightl) more than
two out ul three, homes in the I . S. have one or more t\ sets. Figures
on multiple-sel I es are scheduled Eoi release latei in September,
with another Census Bureau surve) due in about five i iths.
\\ t ■ ilt- thf above figures give the over-all pit tun- oi t\ homes, there
i- -till a long wa\ t" go before the long-awaited county-by-count) set
count figures will be made available. According to the four services
planning these studies, the closesl date will be sometime nexl year.
I'lif services planning county-by-count) studies are: American Re-
search Bureau; \. C. Nielsen; Statistical Tabulating; NARTB's
"(awl Project."
tainf-of-the-customer: whj «i<- 1> t .
itorea n. . it lv lo lick it
See:
Issue: i \prii 1955, page a
Sullied: ' "'' "' ll °J dept. sto«
Gimbels, New York, long a leader in advertising and merchandis-
ing innovations among department stores, recently turned to tv as a
means to create interest and increase traffic in the store.
The store's two-week t\ attack was a two-pronged effort. First it
cooperated with Du Mont to have a closed-circuit color tv system in-
stalled so that shoppers in various parts of the store could see articles
Gimbels wished to promote.
Tlir second phase of the t\ ellort consisted of regular telecasts "I
Du Mont- \\ \BD. New York, for nearl) three hours one da) from
Gimbels. The stars of these and other WABI) shows then returned
to the store to be seen over the closed-circuit color t\ system.
Uso designed to boosl -tore traffic was Gimbels' offer to customers
to "see yourself on color t\. The opportunity to see the Du Mont
color l\ s\-tcm was also a nove!t\. since thi- wa- the fir-t |)til>lic dis-
(>la\ of Du Mont'- "Vitascan," which had been firsl unveiled at the
NARTB Convention in Washington last June. Du Mont also had
its complete line ol radio-, phonographs and t\ receivers on display.
During the color t\ studio's operation at the store il was open to
the public, and color receivers wen- placed in store window- to at-
tract passers-b) . * * *
Crowds flock to Gimbels' store windows to see merchandise shown on color tv
5 SEPTEMBER 1955
LARGEST
SET COUNT
in
Central California vy
K
...fork BET-TV,
your best bet
in television!
351,0(10
televiewing
families in
22 counties
watch KBETs
basic CBS
evening
programs
at a ratio
dl*2l<, toll
• ^LM «*»«< I ^^B
Sacramento, Calif.
H-R Television Int.
»«»» AMtl mi
81
+*-''
TIIVIES MOE)
7
XELO Coverage Map based on mail received Jan. 1 thru Dec. 31, 1954
Canada 195
Alaska 41
Canal Zone 4
Hawaii 23
Jamaica 1
Malaya 1
TOTAL 79.666 PIECES OF MAIL IN ENGLISH
Represented
than any U.S. radio station
1S0,000 WATTS COVERS 43 STATES
You've never seen coverage like this. XELO's nighttime
broadcasts in ENGLISH literally blanket every single state wesl of
the Mississippi and marginally cover all but five states •
of the Mississippi. (Mail also from Canada. Alaska. Hawaii...
even Malaya!) Xo English language station in the western
hemisphere is so powerful, so penetrating.
Here is the perfect teammate of television. Your current TV schedule
in combination with XELO Radio will augment your audience and fill in the
gaps in your TV coverage. . . . all at a remarkably low cost.
If your product is distributed west of the Mississippi,
you can reach more customers over a wider area with XELO
than through any other radio or television station.
;
A quick phone call to PLaza 5-9140 in New York will
bring Dick O'Connell running with the whole exciting
story, including some unbelievably
attractive availabiHl
40 Ea.it 19th Street, \'cu York IT, Xcw York
El Paso Address-. P.O. Box 188. El Paso. Texas El Paso 6-0511
LES
BLUMENTHAL
Vice
President
Wm. H.
Weintraub
& Co., Inc.
says . . .
w
"Well deserved kudos
to the WNHC-TV peo-
ple in this their 8th
telecasting year. In
the center of one of
America's most pros-
perous markets they
can produce results
and many times on
extremely limited
budgets. Here's one
case where experi-
ence, and that means
'know-how', cer-
tainly pays off."
Compare these facts!
15 County Service Area
Population 3,564,150
Households 1,043,795
TV Homes 934,448
Channel 8
SERVING HARTFORD t NEW HAVEN AREAS
represented by the katz agency, inc.
agency profile
Ivloi/c! Whitebrook
Vice President
Kastor, Farrell, Chesley & Clifford, New York
Lloyd Whitebrook's a "kingmaker."
Of course, he'd be the last one to call himself that, but as a special-
ist in political advertising, he's directed the strategy of more major
state and national political campaigns than virtually any single man
along Madison Avenue. As president of his own agency I with bill-
ings somewhat above $1 million I . Whitebrook handled the New
York Democratic State Committee. Prior to opening his agenc\ in
fall 1954 he was ad strategist in the successful gubernatorial races
won by Meyner in New Jersey. Harriman in New \ ork and Leader
in Pennsylvania.
"Main difference between selling a political candidate and selling
soap," says practical adman Whitebrook, "is the fact that in politics
you've got a one-day sale on Election Dav and a maximum five-week
campaign prior to it."
Whitebrook's only prognostication for the 1950 Presidential Race:
"Politics I including state and local elections I will rank among the
top 10 air media spenders a year from now."
Radio and tv stations were sluggish in realizing the financial po-
tential of political spending back in 1952. he says. "Timebuying was
the toughest problem, yet national candidates got ratings that heat
Max Liebman at the peak of convention and election periods."
Disclaiming any possible sour-grapes attitude. Whitebrook none-
theless stresses one inevitable by-product of the growing import,
of air media in politics. "The party with the dough has a big ad-
vantage," says he, adding, a little pointedh : "The Republicans out-
spent the Democrats five to two in radio and tv back in 1952."
Whitebrook feels there's a mutual educational process between
commercial and political advertising. "Even now," he admits, "our
handling of political advertising is influenced immeasurably In suc-
cessful product campaigns.
Among political advertising firsts. Whitebrook likes to refer to the
use of marionettes in 1952 minute election films. "We used a marion-
ette in the form of the Democratic donkey la Will Rogers tvpe char-
acter), one shaped like the Republican elephant (blustering), and
John Q. Public (patterned after Will Jonstone's taxpayer). . . .
These films were successful all right." he muses regretfully. "We just
got them on the air a hit too late." * * *
i
84
SPONSOR
* 3,199,904 automobiles are
registered in the area
served by KMPC
— a vast Outof-Home
Radio Audience.
than any other station in Southern
California — Including all Networks !**
** The Pulse "Los Angeles Metropolitan Area Outof-Home Radio Audience
— Summer 1955'' shows KMPC far ahead of all other Los Angeles Stations.
y A tremendous listening PLUS to the
HOME Audience regularly tuned to KMPC
Another reason why
your advertising dollar
is worth more on . . .
KMPC
LOS ANGELES, CALIFORNIA
50,000 watts day 10,000 watts night
Gene Autry, President
R. O. Reynolds, Vice President & Gen. Mgr.
5 SEPTEMBER 1955
REPRESENTED NATIONALLY BY A. M. RADIO SALES
85
products
ook better
an
d
sell faster
on
WMAR-TV
Baltimore
CHANNEL 2
MARYLAND'S
basic CBS station
place your
order now!
Represented by
THE KATZ AGENCY, Inc.,
New York, Chicago, Atlanta,
Detroit, Kansas City, Dallas,
San Francisco, Los Angeles
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Telephone MUlberry 5-5670
86
{Continued from page 34 I
same period, too, practically every other manufacturer of
television sets has made it abundantly clear that he is going
on no special drives to make or market color video sets.
Again history is doing a reprise. RCA is taking on the
task of moving color along virtually single handedly. But,
as a decade ago, it must continue to get its share of the black
and white set market. Two weeks ago as this is written three-
to five-page color spreads appeared in the New York Daily
News roto section, the Times Magazine section and other
media, introducing RCA's new black and white line. No
mention was made of color. And with 21" sets starting at
$149.50 the line seemed so attractive I wondered why any-
one would sit around and wait foi color. Other manufac-
turers will, naturally, have equally attractive black and white
lines, with equally aggressive selling and merchandising
campaigns behind them.
But now for some of the staggering differences. RCA could
introduce a 45 rpm player attachment at $12.95 and take a
loss of $1 per item, or $1 million to get a million gadget*
for playing 45 rpm disks in the hands of the consumer. But
can RCA, or any corporation, introduce a color television
set for under $500? And what will the loss per set sold be?
RCA could produce a recording date for $2,000, and man-
ufacture 45 rpm records (along with 78's of that same date)
for approximately 12c to 14c per 45 rpm platter. But how
long can RCA or sister NBC pick up substantial parts of the
tab on the product for color tv, the program, at $50,000 to
$500,000 per show? True, CBS is turning out an increasing
number of color shows, too, but the burden still rests with
RCA and NBC.
I mentioned the guts exhibited by Frank Folsom and Gen-
eral David Sarnoff in connection with the 45 rpm effort, and
the display of that same characteristic by Pat Weaver on the
NBC programing and sales level. It's a happy eventuality
for the television business that these gents are so amply
endowed with this faith and courage.
It's also a happy circumstance that RCA has the bankroll
to make endeavors of this nature. The corporation is shoot-
ing for its first billion dollar gross year this period. Let's
all root for them to make it, fellows, 'cause 10 years from
now we'll all be tasting of that color tv pie, which they're
now so busily baking. Just as phonograph and record indus-
try gentry are smacking their lips over that 45 rpm dish.
• ••
SPONSOR
NOW NIGHTTIME PROGRAMMING IN THE DAYTIME
k=
//
notify
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•
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99
5 days a week at 1:00 p.m. on WPTZ.
Now available for local sponsorship . . . first time in
any market.
Terrific ratings at low cost! Look where MARGIE is
scheduled! Every day, 1:00-1:30 p.m., Monday thru
Friday, when WPTZ out-rotes the combined ratings of
the competition, month after month! This is the same
time period in which Hollywood Playhouse gained the
rating of the lowest cost-per-thousand feature film
program in America.
Fit a show like "My Little Margie" which has
maintained average national ratings of 30.4 over the
past three years into such a top-notch time period,
and you have the most outstanding combination of
audience-getting elements since WPTZ's FUN HOUSE.
Another WPTZ first: "Nighttime programming in
the Daytime!" "My Little Margie" joins the long line
of successful sales producers presented by WPTZ. such
as: "Let Scott Do It," "Hollywood Playhouse." Fun
House," "Award Theatre," "Frontier Playhouse" and
"Academy Theatre."
Four one-minute commercials will be accepted per
half hour. The show is already 45% sold out, so let
Alexander W. Dannenbaum, Jr., WPTZ Sales Manager,
tell you about Margie right away! Call him at LOcust
4-5500, or Eldon Campbell, WBC National Sates Man-
ager, at MUrray Hill 7-0808, New York.
CHANNEL 3 • FIRST IN TELEVISION IN PHILADELPHIA
WESTINGHOUSE BROADCASTING COMPANY, INC.
w
RADIO
BOSTON WBZ + WBZ A
PHILADELPHIA— KYW
PITTSBURGH -KDKA
FORT WAYNE WOWO
PORTLAND -KEX
KPIX REPRESENTED BV THE KATZ AGENCY INC
ALL OTHER WBC STATIONS REPRESENTED BV FREE ft PETERS
TELEVISION
BOSTON WBZ-TV
PHILADELPHIA WPTZ
PITTSBURGH KDKA-TV
SAN FRANCISCO KPIX
5 SEPTEMBER 1955
87
CAN THE FARMER USE YOUR PRODUCT?
DON TUTTLE
CHARLES J. STEVENSON
Here Are
3 Big Ways
You Can Reach Farmers in New York and New England
FARM PAPER OF THE AIR 12:15-1:00 p.m.
Monday through Saturday.
With the latest market and agricultural news,
and crop reports, edited by Don Tuttle.
WGY TRAVELER 12:15-12:30 p.m.
Monday through Friday.
Now a part of the FARM PAPER, the WGY
Traveler, Enoch Squires tells of the history
and legends of WGYland.
CHANTICLEER
6:15—7:00 a.m.
Monday through Saturday.
Charles John Stevenson brings music and
human interest stories flavored with rural wit
to the WGY farm audience.
WGY
88
A GENERAL ELECTRIC STATION, SCHENECTADY, NEW YORK
SERVING 878,130 RADIO FAMILIES
Represented Nationally by Henry I. Christal Company
SPONSOR
ib e
r 1955
KADIO COMPARAGRAPH OF NETWORK P
AY WEDNESDAY I
ROGRAMS
Daytime 5 September 1955
THURSDAY
uf ii»r>
.n Bros
10 10:25
life
Gardnr
all dtl
Campana Sale*
f itreeu|w.;f;_H, 10:15:30
latlon
in f
vYasey
25-46
rtli
. Warner
a-f h
ighbors
||M
if L
..oil! rr y"
Mm or
B4J
I'el MIk:
10-10:15
1011 .30
Omaha:
Sialey Mfg: RAR
10 15 30 all dai
..en Molori:
FTItldalre
lu. th
FCAB
Kelloff Co
tu.lh 10:45-11
Lea Burnett
FRIDAY
Cecil Brawn n cwi
co-op
N m-l
Carl Warren't
Gueat Time
N m-r T
jcdfrey (cont'd)
Ion Chemical
McM.J&A th
Pllltbury MUU
mill 11:15 30
Lee Burnett
Make up yr Mad
Jomlnenlal Bkg
m-f (aee muni
Bates
Howard Miller
Show
,\ in Wrigley Jr
m-f L
ii tine
-f
>n with
Farrell
-f L
5-30
Wendy Warren
Jlshop, Spector
»AG. Compton
lornPrd: Miller
}F. tu. th YAR
!l»l)H
i •
vey newa
op
-I L
etwork
rice
-f
olwork
rice
-f
Backstage Wife
s" in f L
Helen Trent
im Uome Prodi
m-f (aee mon)
Murray
)ur gal Sunday
&G. tu.th: BAB
Whitehall, m-f
Murray
Slnalaer newt
Kraft Fdi
i-f 10:30-35
NLAB
Johnny Olsen
15-11
N m-f L
Mary Margaret
McBrlde
N 10-10:05 L
LfOen fds YAR
N. V. Praia
Doctkln Prods
MON m-f L
Grey 10:05-15
H Engle newt
Kraft Fd.
in t 11-11 ii".
HL1B
Storytime
i I ii
multl :
Bueen for a Jay
Lettuce lnc
tu.lh iiee lu)
I oh n Cohan
P. Lorlllard
old tolda
m f (aee mon)
.AN
One Man's Fmly
~i m-f L
Second Chance
»' m-f L
Partlcp
Ken Banghart
News 1 1
Strike It rich
Collate
m-f (aee mon)
Eity
S A T U R D A
My true itery
Sterling Drue
m.w.f 10-10:18
Uee oioni
D-F-S
ii b t rah
Brs-Myrt: OCSS ^u.!!'"?'!!". '*
Glamorene: HAG v, Qu"*Tl™«
10:15-30 alt f ■
'niepr'g etreeta
Carnation Co
m-f 10:25-45
Erwln Wasey
When a Girl
Marries
Pari & Tllford
partic
m-f T
1'i.iri I'rd: Miller I Kraft Fda
iauer&Black: LB '. m-f 10:30-35
Blaley Mfg: RAR NL&B
10:30-45 altf |
'
Companion
ai mac" pan
m-f
'aging the
* m-f
New
L
Phraae that pays
Colgate
m-f (aee mon i
Elty
McM.J&A
Mbert L Warner c-j- r— -
» m-f L r** "» " Um>
•.plliieJiial U*«
iu r tie* moo)
Kraft Star
News
12-1 :205
m f
Storytime
Here's Hllywrl
it 12:05-12:10
i op
Jean Shepherd
Show
12:10 12 30
Read ef life
P*U. tfury toap
f dee man)
Comptoa
Ma Perkins
t\\:G: oxydol
in ( (see mon)
D-F-S
Young Or Malone
Sleep-Eze
23N tu.tb L
cott
Guiding light
&U: duz. try 11
m-f (see mon)
C.mptca ._
2nd
Mra Burton
Armour
m-f (tee mon)
HHAMt
No network
lervloe m-f
Fester n
co-op
Boat m-f
Mutual
Music Bex
m-f
1 :45-l :55
Fibber McGee
A Molly
Miles Labs
V ill I T
Wade
No network
terrtee
m-f
^[?,i l0nUJ° lltrV IfeTIIHI INe ached today I Allan Jackson
Pfi^,:. QTrd?r C,,,l Br*wn "*•• ^ "•■'•"• Table Prodt Co Chevrolet Dlrs
10-10:15 alt I co-op « 10-10.01 iL .bcterly pnut ou 195N 10-10:05 L
Lewis Howe N m-f L Gen Fda YAH 'iSlClne L|C-E $550
N. V. Peale Hoeier. Oletarlch
Doeskin Prods f_Brown
T gooN
1 Grey
m-f
F 8lngiter news ,
tr.tl Mm., DCSS
10:45-11 in. w. altf
Camp an a W-F-H
10:45-11 ait f
johnny Olaen
Shew
» m-f L
Geatrey (cont'd) Mutual Morning"
-*ver Met M Engle newt
Kellogg Co Kraft Fda
Burnett alt f m ' 11:25-80
en Min: FCAB "L<tB
Hh i W&<
m-f LI
10 :05"15 I Breakfast Club I
a'c Cml., D...I
Galen Orakt
I General Fds
JY&.R 10:05-10
Dne Man's Fmly
II in f L
Second Chance
S' m-f L
Partlcp
Review
Ball Bros
Hi
Applegate
Ken Banghart
News 10:55-11
[ Strike It rich
Colgate
-f (tea mon)
Etty
Battt
Thy Neighbor's
Vale*
3h m-f L
Howard Miller
Show
IVin Wrigley J
58C m-f L
BAR
Storytime
il 11-11 05
multl llll---.li:-
ueen far a day
Sleep-Eze
Scott 11:30-45 y*»
tVm Wrigley Jr \aJ, iV
P Lorlllard
m-f (tea mon)
■ 48-11
'hraee that payt
Colgate
f (tea mon)
Famous Artists
Course
rCAB
10:45-55 seg
N L
■4 hr 81375
Allan Jaekton
Chevrolet Dlrs
95 N 10:55-11 L
:-E $550
Hall
Pint Panel
T
It's Time
11 in 11 :S5
All-league
tlubheuie
v cleat I at
m-f
Wendy Warren
Bishop. Spector 1
J. torn Prd: Millar
Gi/r.
Fibber McGee
■■. M..II.
Miles Labs
9 m-r T
Yade
Fda,
Lunehewa with
Frank Farrell
1 m-r L
11:15-10
Backstage Wile
Gen Fds: Y&K
18N m.w.f L
No network
•ott1o»
Kraft Star
News
Y&R h see ra L
Here's Hllywd
i 12:05-12 lu
Halan Trent
a Uome. JFM
Tool, Burnett
89N-L m.w.ait f
Our gal Sunday
Wblienall rTjer
Murray
No network
tarrlea m-f
No network
tervlce
m-f
!>"^a>
Read rf life
Paul Harvey newa P4(i: lnIJ |Mp
»o-op ■ m.f ,,„ mon)
m-f (tee moo) Ccmpten
Ma Perklnt
i| 1'40: oxyaul
I m-f (tee mon)
D-F-S
- O F eater newt
oo- op
Boat m-f I.
Ted
Malone
eo-op
m-f
Mutual
Mutie Box
m-r
No network
terrlea
m-r
Robt O Lewit
Miller Prod
90N 11-11:15 L
Vinlus- Brandon
Mllner Prodt
Jest 11 :55 12
89N L
■4 hr
$2000
How to Fix It
12:05-10
L
01 Ranch
.•entailer.
Beyt
L
No network
terrlee
m-f
It's Time
12:30-12:35
American
C.Waah
farmer
L
Phenerama
Tina
Phllco Corp
11:30-55
85N L
utthlat
Allan Jackson
Chevrolet Din
95N 12-12:05 L
i-E $550
Quae* etc
Liggett * Myers
«OSH T
Young Living
with Claudia
Hatch
Tex Fletcher's
Wagon Train
■s' 12:30-1 L
Navy hour
Wash
City Hetpltal
L N T
$2500
A Letter to
Lee Graham
N T
1 55- concl.
Camel Baseball
Scoreboard
Pauline Frederick
Reporting
m-f I.
Perry Mason
Gen Fds: Y&B
I'M: tide
B&B
Black
::30-4
L*T
Nora Orakt
Tom Co
m-f (tee mon)
Welaa A Cellar
Brighter day
PAO : cheer
m-r (ice mon)
Y4.R
Warmup
(5 min preceding
Game of Day)
Amei Sc.nl Home
Stdy
State Pharmacal
alt days
Olian & Bron.ter
Game ef
the Day
Jai-kson Brewing
I lJz eame m-6at
Tar L
Fitzgerald
rest co-op
Block
t'd)
L*T
House party
Kellogg Oo:
(195 II 3-3:15 T
L Burnett tu.th
Plllshury Mllli
m-th 3:15-30 seg
Fred Robbins'
Disk Derby
206N ra-f L
Hazel Bishop
Spector
5-mln seg
ittan
nee
f L
itanrt
L4T
Partttr
f
Lean
No network
lerrtce
m-f
Game af Day
(cont'd)
Jackson Brewing
and co-op
L
Fifth Army
Band
a* T
No network
service
m-r
No network
tervlce
m-r
Young Dr Malone
I Gen Fds: Y&R
jtt8y m.w.f L I
No network
tervlce
Ben Qrauer
N S-S:05 I>
Wonderful City
NT L
Game of Day
(concluded)
Camel Scoreboard
R J Reynolda
■Var tun-f L
Esty
Newt 4:55-8
N m-f
No network
tervlce
Pets
h
Ju.t Plain Bill
Mllea Labs
m-f (see mon)
Wade
No network
tervlce
m-f
Guiding
&U: dua. lv y
m-f (tee mon)
ptcn
light
A Letter to
Lee Graham
m-f 1
aullne Frederick
Repertlag
K m-f 1.
Mr*. Burton
Gen Fds: Y&R
Armour
HH&Mt
Martin Block
Shaw
m-f 2:30-4
I L4T
Perry Mason
Fa:U. Hue
m-r (see uiun)
B&B
Martin Block
(cont'di
I m-r I.AT
Nora Drake
Tom Co
m-f lea* mon)
Waist & teller
Warmup
j(5 min preceding
I Game of Day)
l\mer SchI Home
Stdy
Btate Pharmacal
alt days
iOlian & Bronner
Brighter day
Gen Fds. ni.u f
1-4U
YfcR
ctieei
Game af
[ tho Day
Jackson Brewing
4 game m-tat
L
itzgeralrj
rest co-op
House party
Larer: iurr
i.w.r (tea mon)
BDO
'
Shake the
Maraeaa
N
No network
tervlce
m-f
Allan Jackson
Chevrolet 1:25-30
19 SN h
C-E $550
Stan Daugherty
Praaaata
IN T
No network
aervlee
m-r
Ben Qraoer
Rhodet Pharm
*» m.w.f 33 :05 L
Prlagle-Gotthelf
Hawaiian
Pineapple
180H dole
Ayer f
Game of Day
(cont'd)
T Jackson Brewing
Wonderful
NY
City
Rt to happlneas
P*G: dreft. tldei
m-f (see mon!
O-F.9
Fred Robbins
Disk Derby
06N m-f L
Hazel Bishop
^Spector
5-min seg
Stella Dallas
Sterling Dnic I
m.w.f (tee mon);
D-F-8
Manhattan
Matinee
m-f
Kraft News
JWT m-f 4:30-35 Wldder Brown
Tonl Co.
to. th
Burnett
Sgt. Pre«t<m
Quaker Data
W.B4T
Detr m-f Tj
Multi-Message
Wagon Train
N m-f
Amer*s Businea
N 5:45-50
Gen Sports Tlmi
Oen Tire A Ru(
N m-f 5:50-53
D'Arty
p»np»r Viwinn
P&O : Camay, duat
m-f (aaa men)
B&B
Woman in Housoj
Mile- Labi
m-f (see monl
Wade
Larenzo Jones
Colgate
m-f (tee mon)
Erty
Traaaory
Bandstand
L*T
Musical
N ra
Exprnta
r t
terrlea
m-r
Newa 4:58-8
m-r
and co-op
Festival
(with Milton
Croat)
1-4
L4T
It's Time
2:311-1':.:.',
Hotel
Pets
L
Juat Plain Bill
Mllea Labs
_m-f (aee mon)
Wadt
Game of Day
(concluded)
Rt ta haptlnett
P4rO: dreft. tide
m-f (aaa mon)
D-F-S
Camel Scoreboard
R J Reynolda
Var aun-f U
Eaty
Kraft Neva
JWT m-f 4:30-35
Bruce & Dan
Stella Dallas
Sterling Drug
m.w.f (tee mon)
D-F-8
Wldder Brown
Sterling Drug
m.w.f
D-F-8
Pepper Yeung
PAG : camay. duzt
I m-f (tee mon)
B&B
Festival
(cont'd)
1-4
Football
Roundup
.. 9 17
New s
Football
Scoreboard
Ruby Merter
Show
U 1:30 - L
Aalical ii 4
kerne k<
AlUi-Chii a.
farm equit at
l«aC.Wetr
seg of Mir
Ittlaa ■
\.:
Mar,
Vtr
Maait*
Ruby Mercer
Show
(cont'd)
Football
Scoreboard
Mutual Reports
the News
2:25-30
Fai
Warmup
Amer Schl Home
Stdy
State Pharmacal
alt da s
Olian & Bronner
Game af
the Day
3T3O-0
Jackson Brewing
H game m-tat
Fitzgerald
rett co-ot>
Band Concert
Promenade
N T
It's Time
1:30-4 35
Bobby Hammaek
I & His What Four
H m-r T
No
•'•ell Brawn ni>
Kraft
Lone Ranger
Geo MlUs
D-F-S
Amer Bakeries
Tucker Wayne
Daniel
Gloria Parker
N m-f I
Vincent Leant
v. ta-r 1
lervtre
■ r
Sgt Preston
Quaker Oats
W.B&T m-f
Multi-Message
Woman in House
Miles Labs
m-f (see mon)
Wade
Wagon Train L#rw|M ,
N m-f I| Colgate
Amer'a Business m-f (tee mon)
N 5:45-50 U. Esty
Gen Sports Time Lone Ranger
Gen Tire A RubJ Gen Mills
N m-f 5:50-55 Ii D-F-8
D'Arty
The World
Tourist
Football
Scoreboard
Game ef
the Day
(cont'd)
Jarkton Brewing
and eo-op
Mag ■
Tar
Game af
the Day
(cont'd)
Jaekton Brewing
Maaittr
Vtr
",
Amer Bakeries
Tucker Wayne
Daniel Boone
Dinner at
Green Raw
Henry Jerome)
Football
Scoreboard
Teea-Agart
USA
5-3:55
John Flynn
6-6:15 co-op
Mtnitf
Your N
Theatre
SUNDAYS - MONDAYS and ALL DAYS
WOLF
has a lion's share of audience
Sundays (daytime)
32.6%
1st PI
ace
Monday
thru Saturday
WOLF
share of audience
Mornings 8 A.M. -12 noon 16.9%
Afternoons 12 noon-6P.M. 33.3
2nd Place
1st PI
ace
Evenings 6 P.M. -10:30 P.M. 29.7% 1st Place
RATING for RATING * RATE for RATE
in CENTRAL NEW YORK it's
t\ 1 t . . • Get the whole story Spring
1955 ' covering home-auto-store listening,
4 and 8 year trends, TV operating hours.
Included is the basic market facts on popu-
lation, labor force, industrial work hours,
automobiles, telephones, and monthly sales
comparisons. Ask for your copy of the The
Syracuse Inside Story.
M. to ztinfh*.
NATIONAL SALES REPRESENTATIVES -THE WALKER COMPANY
5 SEPTEMBER 1955
95
back in '52
we said...
RtlSU
DUMONT
now more than eve
With the recent delivery of a new DuMont 50 KW television
transmitter, KDUB-TV, Lubbock, Texas,
extends its range to reach an even greater audience.
The excellent performance record of the original KDUB-TV
Du Mont 5 KW transmitter is reflected in the purchase of
the new 50 KW model. KDUB-TV now joins the ever-
increasing list of television stations that have started and
grown with DuMont television broadcasting equipment.
Television Transmitter Department, Allen B. DuMont Laboratories, Inc., Clifton, N. J.
<?r
WEST TEXAS
ORIGINAL
RACLE
MEDIUM
NOW
X POWER
TALLEST TOWER
FIRST STATION IN WEST TEXAS
NATIONAL REPRESENTATIVES: AVERY KNODEl. INC
KDUB-TV
W. O. 'Dub" Rogers, President & Gen. Mgr.
George Collie, National Sales Monaqer
LUBBOCK, TEXAS
ESTABLISHED 1952
{Continued from jmge 51)
CBS TV sponsored shows (continued )
WEEKLY COST
PROGRAM UNLESS NOTED
TYPE
LENGTH
SPONSOR
AGENCY 1
GE Theatre
$50,000
Drama
30 Bin.
1 wk
GE.
BBOO
Godfrey A His Friends
$35,000
per Vi hr
Variety
1 hr. 1
wk
Toni: Gen. Motors; Pillsbury Mills
Weiss & Geller: Ftl
Burnett
Arthur Godfrey Time
93,995
per ''4 hr simul
Morning variety
1 hr. 4
wk
Bauer & Black: Bristol-Myers:
Lever: Pillsbury: Gen. Motors:
Kellogg: Tonl: Corn Prods:
Dow Ciiem
Burnett: Y&R: FC&B 1
Geller; Miller. MkM 1
& Adams
Guiding Light
$9,500
5 'A hrs
Serial drama
15 min.
5 wk
P&G
Compton
Gunsmoke
$35,000
Western adventure
30 min.
3 wks in 4
Liggett & Myers
Cungham & Walsh
Alfreil Hitchcock Presents
S45.000
Drama
30 min.
1 wk
Bristol-Myers
Y&R
I Love Lucy
$50,000
Situation comedy
30 min.
1 wk
P&G; Gen. Foods
B-B-T: Y&R
it's Always Jan
$32,500
Situation comedy
30 min.
3 wks in 4
P&G
Compton
Vve Got a Secret
$25,000
Panel-quiz
30 min.
1 wk
R J. Reynolds
Etty
Joe and Mabel
$30,000
Situation comedy
30 nun
1 wk
Pharmaceutical Inc.: Garter
Kletter: SSCB
Lassie
$30,000
Drama
30 min.
1 wk
Campbell Soup
BBOO
Robert Q. Lewis
$3,150
per <U hr
Variety
30 min.
5 wk
Miles Labs; Helene Curtis: Corn
Prod: Gen. Mills; S.C. Johnson
Brown & Williamson; Lanolin
Plus
Wade: Ludgin: Miller
NL&B: Bates: Due:
Art Linkletter's House Party
$4,000
per 'A hr
Aud. partic
30 min.
5 wk
Lever; Pillsbury; Kellogg: Dole
BBDO: Burnett: Ayrr
Lone Ranger
$18,000
Western adventure
30 min.
1 wk
General Mills
D-F-S
Love of Life
$8,500
5 Vi hrs
Serial drama
15 min.
5 wk
Amer. Home Prod.
Biow-Biern-Toigo
Mama
$26,000
Drama
30 min.
1 wk
Gen. Foods
B&B
Garry Moore
$3,140
per '<4 hr
Morning variety
30 min.
90 min.
4,wk
1 wk
Bristol-Myers: Prudential: Miles
Labs: Kellogg: Simoniz: Scott
Paper; Chun King: Toni;
SOS: Converted Rice: Yardley;
Staley Mfg.: Masland
DCSS: CAM R&R; 1
Burnett: Tatham-Liir
McCann-Erickson; A)
derson & Cairns
My Favorite Husband
$32,500
Situation comedy
30 min.
1 wk
Gen. Motors (Frigidaire)
Kudner
Dlame That Tune
$15,000
Musical quiz
30 min.
1 wk
Whitehall Div., Amer. Home
Prod.
SSCB: B-B-T
\avy Log
$35,000
Documentary drama
30 min.
l/wk
Sheafter Pen: Maytag
Seeds: MrCann-EriekH
Omnibus
$17,500
per i sponsorship
Variety-drama
90 min.
1 wk
Aluminium Ltd. of Canada; Scott
Paper
JWT
On Your Aeeount
$3,000
per V2 hr
Aud. partic.
30 min.
5 wk
P&G
B&B
Opening ISlight
$25,000
Various
30 min.
1 wk
P. Lorillard
Y&R
Our Miss Brooks
$30,000
Situation comedy
30 min.
1 wk
Gen. Foods
Y&R
Person to Person
$33,000
Interview
30 min.
1 wk
Amoco: Hamm Brewing: Elgin
Watch
Katz: Campbell. Mitku
Private Secretary
$32,500
Situation-comedy
30 min.
alt wks
Amer. Tobacco
BBDO
Robin Hood
$34,500
Adventure
30 min.
1 wk
Johnson & Johnson: Wildroot
Y&R: BBDO
Damon Runyon Theatre
$35,000
Story dramatizations
30 min
3 wks in 4
Anheuser-Busch
D'Arcy
Sehlitz Playhouse of Stars
$32,500
Drama
30 min.
1 wk
Sehlitz Brewing
Lennen & Newell
Search for Tomorrow
$10,000
5 V* hrs
Serial drama
15 min.
5 wk
P&G
Biow-Beirn-Toigo
The Secret Storm
$8,500
5 Vt hrs
Serial drama
15 min.
5 wk
Amer. Home Prods
Biow-Beirn-Toige
Sgt. Preston of the Yukon
$32,000
Adventure
30 min.
1 wk
Quaker Oats
Wherry. Baker & Tilde
Shower of Stars
$110,000
Variety
1 hr. 1
wk in 4
Chrysler
McCann-Erickson
Red Skelton
$41,000
Comedy
30 min
1 wk
Pet Milk: S. C. Johnson
Gardner: NL&B
(Continued on page 100)
98
SPONSOR
to cover trie
Portland, Oregon
scene!
STORER NATIONAL
£/ SALES HEADQUARTERS
TOM MARKER. V.P.. National Sales Director. 118 E. 57th St.. New York. Eldorado 5-7690
BOB W000. National Sales Manager, 118 E. 57th Street. New York, ELdorado 5-7690
LEW JOHNSON, Midwest TV Sales Manager, 230 N. Michigan Ave., Chicago, FRanklin 2-6498
GAYLEV.GRUBB.V.P, West Coast Sales Manager. Ill Sutter St , San Francisco, SUtter 1-3631
Represented
Nationally by
NBC Spot Sales
(Continued jrurn page 98)
CBS TV sponsored shows ( continued )
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
LENGTH
SPONSOR
AGENCY
Strike It Rich
S3, 000
per '/2 hr
Aud. partic.
30 min. 5/wk
Colgate-Palmolive
s,„
Studio One
$38,000
Drama
1 hr. l/wk
Westinghouse
McCann-Erickson
Ed Sullivan Show
$00,000
Variety
1 hr. 1 wk
Lincoln- Mercury
K&E
Talent Scouts
$28,000
simul
Talent variety
30 min. l/wk
Uptons: CBS-Columbia
Y&R; Bates
Tales of the Texas Rttngers
$12,500
Western adventure
30 min. l/wk
General Mills
Tatham- Laird
The Big Top
$13,500
Children's
1 hr. l/wk
Nat'l Dairy Prods
Ayer
The noneymooners
$40,000
Situation comedy
30 min. l/wk
Buick
Kudner
The Lineup
$32,500
Crime detection
30 min. 1 wk
Brown & Wmson; P&G
Bates; Y&R
The Millionaire
$28,000
Drama
30 min. l/wk
Colgate
Bates
The $64,000 Question
$25,000
Quiz
30 min. 1 , wk
Revlon
Norman. Craig & Kuni
20th Century Fox Hour
$125,000
Drama
1 hr. alt. wks
G.E.
BBDO
Two for the Money
$27,500
Audience partic.
30 min. l/wk
P. Lorillard; Sheaffer Pen
Lennen & Newell: Steal'
U.S. Steel Hour
$45,000
Drama
1 hr. alt. wks
U.S. Steel
BBDO
Valiant Lady
$12,000
5 '/a hrs
Serial drama
15 min. 5/wk
General Mills
Wmson Oil; Toni
D-F-S; Fitzgerald: W4(
Welcome Travelers
$3,000
per Vi hr
Aud. partic.
30 min. 5/wk
P&G
D-F-S
What's My Line?
$28,000
Panel
30 min. l/wk
Remington-Rand; Jules Montenler
Y&R; Ludgin
Wild Bill Hickok
$22,000
Western adventure
30 min. l/wk
Kellogg Co.
Burnett
\\ iii/.-i; Dink and You
$4,650
Children's
30 min. l/wk
Ideal Toy
Grey
You Are There
$23,000
Documentary
30 min. l/wk
Electric Cos. Adv. Prog;
Prudential
Ayer; Calkins & HtUea
You'll IMever Get Rich
$38,000
Situation comedy
30 min. l/wk
R. J. Reynolds: Amana Refrlg.
Esty: Maury, Lee 4 H«n
Phil Silvers
NBC TV sponsored shows
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
$50,000
Drama
$5,300
Sports talk
$146,700
Comedy-variety
$32,500
Drama
$32,500
Drama
$112,900
Comedy-variety
$5,000
News
per Vi hr
$35,000
Drama
$25,000
Adventure
$12,000
Bird show
$40,000
Sports
$80,000
Variety
$108,000
Musical variety
$1,600
per '/» hr
Toddler's show
LENGTH
SPONSOR
AGENCY
Armstrong Circle Theatre
Red Barber's Corner
Milton Berle
Big Story
Big Town
Caesar's Hour
Camel IMews Caravan
Campbell Playhouse
Capt. Gallant of Foreign Legion
Capt. Hartz & His Pets
Cavalcade of Sports
Colgate Variety Hour
Perry Como
Ding Dong School
I hr. alt wks
Approx. 15 min.
l/wk
I hr I wk in 3
30 min. l/wk
30 min. l/wk
I hr. 3 wks in 4
15 min. 5/wk
30 min. l/wk
30 min. l/wk
15 min. l/wk
Approx. 45 min.
l/wk
I hr 3 wks in 4
I hr. I wk
30 min. 5 wk
Armstrong Cork
State Farm Ins.
Sunbeam: RCA: Whirlpool
Amer. Tobacco: Simoniz
Lever Bros; A.C. Spark Plug
Amer. Chicle: Remington-Rand:
Speidel
R. J. Reynolds
Campbell Soup
Heinz Foods
Hartz Mtn. Prods.
Gillette
Colgate-Palmolive
Dormeyer: Int'l Cellucotton; Gold
Seal Wax; Noxzema
P&G: Manhattan Soap: Colgate;
Wander; Gerber: Gen Mills
BBDO
NL&B
Perrin-Paus; K&E
SSCB
SSCB; McCann-Eritksw.
Ogilvy. Benson 4 » '
D. P. Brother
D-F-S; Y&R: SSCB
Esty
Maxon
Hartman
Maxon
Esty
J. W. Shaw. FC&B; Ci I
Mithun: SSCB
Biow-Beirn-Toigo; SBA>
Bates: Tatham -Laird; '
(Listing continues on page 104)
100
SPONSOR
CHA
EL 8
WISH-TV
INDIANAPOLIS
1,000 FOOT TOWER
316,000 WATTS
SEE THE
BOLLING COMPANY
FOR
AVAILABILITIES
the most popular programs
in the Indianapolis area
are now on W >H"I w
i — i^&i
5 SEPTEMBER 1955
101
:s town, ratings soar!
First-run sponsorship
may still be available in your market
NBC Film Division's "Adventures of the Falcon" makes a habit of raising station ratings
substantially in its time period. Out of nineteen major ARB-measured markets where before-
and-after information is available, "The Falcon" boosted ratings in fourteen! In Memphis, fur
instance, a 11. 1 rating before "The Falcon" soared to 25.6 with "The Falcon." That's the kind
cf spectacular rating-increase scored by the series virtually everywhere it runs!
Advertisers of every description have strengthened their competitive position by sponsoring
"The Falcon." Brewers, grocers, appliance dealers, furniture retailers, banks and loan
companies, department stores — they've all discovered its built-in selling power.
"The Falcon" sells because it pulls audience . . . immediately! Exciting episodes of adventure all
around the world, the exotic flavor of authentic locales, a great new star — Charles McGraw —
whose movie fame is expanding rapidly . . . these are the strong audience-values you get with
sponsorship of "The Falcon." You also get an exclusive package of advertising, promotion,
exploitation and merchandising, unmatched in the industry!
First-run syndication sponsorship, at a down-to-earth cost per thousand, may still be available
in your market. Write, wire or phone NOW!
NBC FILM DIVISION
serving all sponsors
serving all stations
30 Rockefeller Plaza. New York 20. N. Y. Merchandise Mart, Chicago. 111.
Sunset & Vine, Hollywood. Calif. In Canada: RCA Victor. 225 Mutual St..
Toronto; 1551 Bishop St., Montreal.
O V E
THE WO
L D !
(Continued jrom page 100)
NBC TV sponsored shows (continued)
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
LENGTH
SPONSOR
—
AGENC
Dragnet
$36,800
Detective drama
30 min. l/wk
Liggett & Myers
Cun'gham & Walsh
Father Knows Best
838,000
Situation comedy
30 min. l/wk
Scott Paper
JWT
Feather Your IMest
$2,700
per -U hr
Qui;
30 min. 5/wk
Colgate-Palmolive (15 min alt
days); R. J. Reynolds (1 day)
Esty
I
Fireside Theatre
$35,000
Drama
30 min. l/wk
P&G
Compton
First Love
$2,700
Serial drama
15 min. 5/wk
Jergens
Drr
per V* hr
Coke Time (Eddie Fisher)
$28,000
for 2
Musical
15 min. 2/wk
Coca-Cola
D'Arcy
Football Scoreboard
$5,500
Sportscast
15 min. l/wk
Dow Chemical
MacManus, John &
Ford Theatre
$40,000
Drama
30 min. l/wk
Ford Motor
JWT
Tennessee Ernie Ford Show
$2,700
per 'U hr
Musical variety
30 min. 5/wk
P&G (15 min. 5/wk)
B&B
J
Frontier
$39,800
Historical drama
30 min. l/wk
Reynolds Metals
Seeds
1 '■'■■
Fury
No estimate
Adventure
30 min. l/wk
Gen. Foods
B&B
1
George Gobel
$42,400
Comedy variety
30 min. 3 wks of 4
Armour; Pet Milk
FC&B; Gardner
Is
Hallmark Hall of Fame
$105,000
Drama
90 min. 1 mo.
Hall Bros.
FC&B
Maurice Evans Presents
Pinky Lee Show
$2,800
per partic
Children's
30 min. l/wk
Sweets Co.
Moselle & Elsen
Home
$7,000*
per 1 nun. part.
Women's Service
1 hr 5/wk
Many
Many
Howdy Doody
$2,800
per </* hr
Children's
30 min. 5/wk
Standard Brands; Kellogg; Colgate-
Palmolive: Cont'l Bkg; Luden's;
Int'l Shoe: Welch Grp Juice
Bates: Burnett: Matl
HH&MeD; DCS
It Pays to be Married
$2,400
Quiz
30 min. 5/wk
P&G (15 min. 5/wk)
B&B
It's a Great Life
$39,500
Situation comedy
30 min. l/wk
Chrysler- Plymouth Dealers
McCann-Erickson
Kraft Tv Theatre
$28,000
Drama
1 hr. I.wk
Kraft Foods
JWT
Pinky Lee Show
$2,800
per '/t hr
$265,000*
Children's
30 min. 5/wk
Gen. Fds; Int'l Shoe
Y&R; H.H&McD:
Color Spread
Spectaculars
Musical comedy
90 min. 1 wk in 4
(except first show:
2 hrs)
Sunbeam: Maybelline: Lewis Howe:
Goodyear: US Rubber; Buick;
Std. Brands: U.S. Savings &
Loan
Perrin-Paus; Gordon
D-F-S: Y&R: Fit
Richards: Kudner:
■
Max Liebman Presents
$231,800
Comedy variety
90 min. 1 wk in 4
Oldsmobile
Brother
IS
k!
Life of Riley
$30,500
Situation comedy
30 min. l/wk
Gulf Oil
Y&R
Lux Video Theatre
$50,000
Drama
1 hr. l/wk
Lever Bros.
JWT
-.::
Tony Martin
$15,000
Musical
15 min. l/wk
Assoc. Prods; Webster-Chicago
Grey; J. W. Shaw
■\
Medic
$38,200
Drama
30 min. 3 wks in 4
Dow Chemical
MacManus. John & At
Meet the Press
Modern Romances
$6,100
$2,000
per Va hr
Panel discussion
Daytime drama
30 min. l/wk
15 min. 5/wk
Pan-Amer. World Airways; Johns-
Manville
Colgate-Palmolive
JWT
Bryan Houston
Robert Montgomery Presents
$47,100
Drama
1 hr. 1 wk
S. C. Johnson: Schick
NL&B: K&E
1
HCAA Football
$58,800
Football
Approx. 2'/2 hrs.
l/wk
Schick; Avco; Gen. Cigar; Gulf
K&E; Ludgin: Y&R
Louella Parsons
Interview
30 min. l/wk
Toni; Brown & Wmson
Weiss & Geller: Batt
People Are Funny
$24,700
Interviews
30 min. 3 wks in 4
Tonl; Paper-Mate
Burnett: FC&B
Pontine Hour
$67,800
Drama
1 hr. alt wks
Pontlac
MacManus, John & '■
Producer's Showcase
$260,000
(2 spon @
$130,000 ea)
Drama, comedy
90 min. 1 wk in 4
Ford: RCA
K&E
Martha Raye
$146,700
Comedy-variety
1 hr 1 wk in 3
Sunbeam; RCA: Whirlpool
Perrin-Paus; K&E
Roy Rogers
$23,500
Western
30 min. l/wk
General Foods
Benton & Bowles
Screen Directors Playhouse
$40,000
Drama
30 min. l/wk
Eastman- Kodak
JWT
Dinah Shore Show
$30,000
for 2
Musical
15 min. 2/wk
Chevrolet Dealers
Campbell- Ewald
Texaco Star Theatre
$55,000
Comedy-variety
30 min. 3 wks in 4
Texas Co.
Kudner
'Includes time and talent costs.
• Listing continues
on page 106)
104
SPONSOR
i
tisemenl
Marketing Gold Mine!
By John IV|»|M'i- ami B«*rt Ici-umhi
I remendouw Response
There's not a sales manager alive
who wouldn't he glad to give his e\e-
teelh for a hrand new market. Well.
we've got one. Not simpl) brand new.
.!ut brand new and heavily populated.
Brand new and free spending. Hrand
new and Bold Bit) percent on one
medium!
Trj and find a market like it — we'll
lift you can't! This single market is
bigger than New York City. Bigger
than Los Angeles. Bigger than St.
Louis — Cleveland — Philadelphia.
\nd it's been right under the nose of
ever) bodj in Memphis for a long time.
Rut until our radio station \\ 1)1 A be-
came the first to program exclusively
for \ri;ro listeners here, this great new
market remained undiscovered.
10% of I SA: For WDIA commands
the Negro market in this area. And
right here are close to 10 percent of all
the Negroes in the entire United States!
We call it the "Golden Market." It
numbers 1,230,724 Negroes.
Spend 80% : These folks make money.
W hat is even more important to sales
managers, they spend most of it.
It is a fact that these folks spend, on
the average. 80 percent of the money
thev earn. The) spend it on consumer
goods and services.
\nd here's something else. As has
been recently pointed out in sponsor.
these folks are not to be classified as
"buyers from a low income group."
Quality Buyers: Thev buy, if any-
thing, the better qualitv items for sale.
They buv plenty of matches and baking
soda and soft drinks. But they're also
eager customers for big items. Big car-.
Nice houses. Fancj suites of furniture.
W hat we're getting at is this. These
folk-. I'ii\ for the same reasons thai
other folks buy. But the) have addi-
tional reasons, peculiar to theii own
group.
I'he Memphis market is Hi percent
Negro an important fact to think
about in its own right. But add In it
these facts.
That Negroes buy 64.8 percent of all
Hour -old in Memphis.
Negroes buy 56.6 percent of all laun-
dry bleaches sold in Memphis.
Negroes buj 50.3 percent of all may-
onnaise -old in Memphis.
Negroes Inn OH percent of all chest
rubs sold in Memphis.
Negroes buy 60 percent of all deo-
dorant- sold in Memphis.
That is not "low income" buying.
I hat is what we might call "-pecial
group" buying. For special reasons.
\nd one of those reasons is that Ne-
groes in the South use their homes for
a great part of their social life. They
spend money on tilings for their homes.
I 'hey have larger than average fam-
ilies. They spend money on things for
their children.
The point is that thev are willing
far more willing than the average man
— to spend their money. They have
been spending it, and are continuing
to spend it.
In our WDIA area, their wages will
amount to $278,152,551.00 this year.
That's over a quarter billion dollars.
\nd remember that o'O percent of it
is going to be spent on things for home
and family — consumer goods.
Their Own Station: Now here is
where we can tell you how vou can
reach this market — positively .
You can reach it with W 1)1 \.
For W I) I A was the first station to
talk to these folks in accents lhe\ know
and understand, in the Southern city
that rank- first in Negro population.
WDIA uses Negro music, turn the
dial idly- you can't mi-take il.
W DI \ uses Negro voices. W ilia
Monroe, star of "The Tan Town Home-
maker Show." was the first Negro wo-
man broadcaster in America, lord
Nelson, star of '"Glory Train." "Hinh-
wav to Heaven" and "Tan Town Jubi-
lee." is known to every Negro for miles
and miles around.
No wonden
these folk- regard W DI \ so proud!
the <"d\ station their station! No
wonder the) keep W DI \ tuned in
' mii ■ . noon and night.
Nn wonder tlii— keen appreciation
this fierce devotion has swept W DI \
from 250 watts to 50,000 watts of povi
ei ill JUS) one big Step!
No wonder this feeling has pul
WDI \ at the top of both Hooper and
I'ul-e tabulations. \nd this, in a held
o| ;; -i.iiion-. some of which had been
on the air in Memphis for more thai
25 \ears!
Does this combination of heavy
spending, concentration of customers
and direct contact through a -inL'le
medium of unmatched acceptance
results?
Vou bet it gets result*.
Here are just a few of the nationally
famous advertisers who came to WDIA
and got results — whopping result-:
Crisvo, Halo, Kool Ciga-
rettes, Super Suds, Hrano,
I'oloer's i'offee. Hunt's To-
mato Sauce, Ki'lloqg's lorn
Flakos, Stransdotrn €'ako
Mixes, Pet tlilfc. Mifrfroof
C'reotn Oil. do Id >f e d a I
Flour, \\ rigfeu.
W e could add a list of mam more.
But wed like to talk about the kind
of product and sales problem that
pecially interest you. No matter what
the product, we II have some pertinent
information. No matter how the prob-
lem of making sales in the South has
looked to you until now. this i- a BCtl
\!<int.
You write u- a note, and tell u- what
product you're working with. Well
send you back promptly the hot not
cold figures on mir "Golden Market.
W DI \ i- represented nationally l>\
John 1. Pearson ( ompany .
f / JOH\ PEPPER, Frendtnl
HAROLD H .1/ KF.R, Commercial Sfaiaftr
5 SEPTEMBER 1955
105
-:
[Continued in>»i nam' lOli
\IIC TV sponsored shows (continual)
PROGRAM
WEEKLY COST
UNLESS NOTED
TYPE
LENGTH
SPONSOR
AGENCY
The Chewy Show
\ .ii ietj :
Hull Hope:
i'ii«» People's Choice
This is Your I,if«*
Tori « 1/
Tonight
Truth or i onseqin'nvi-s
I r Playhouse
Way of the World
Wide Wide World
Paul Winchell Show
\\orUl of Mr. Sweeney
You Bet Your Life
Loretta Young Show
Voiir Hit Parttde
Youth Wants to Know
Zoo Parade
Includes time and talent costs.
ROUND-UP
(Continued from page 73 I
\\ DEFand WDEF-TV, Chattanooga,
sent out a promotion piece to admen
recently in the form of a mouse trap.
Their "Better Mouse Trap"' doesn't
exactly catch mice, hut it's a handy
v\ a\ to hold down papers on a desk
even while the fan is going. The station
omitted any mention of anyone beating
a path to their door, hut thev do label
their promotion the "Better Mouse
Trap.' and they can hope.
si n;. too
$235,300
$35,000
858.800
* $5,900
per I mln. part.
* 5,600
per I min- part.
$2 I .000
$57,000
$2,000
per XM hr
$150,000
$28,200
$2,700
per V* hr
$42,500
$40,000
$38,000
$3,800
$13,000
Comedy-variety
(Bob Hope, 8 shows:
Dinah Shore. 2: Betty
Hutton, I ; others)
Drama
Dramatic intervnws
News &. Information
Variety
Comedy quiz
Drama
S riai drama
Documentary
Children's
Daytime dr.-imi
Comedy quiz
Drama
Musical
Question-and-answer
Children's
1 hr I wk in 3
30 min. I wk
30 min. I wk
2 hr 5 wk
I1, hr 5 wk
30 min. I wk
I hr. I wk
15 min. 5 wk
90 min. 2 mo.
30 min. I wk
15 min. 5/wk
30 min. l/wk
30 min. l/wk
30 min. l/wk
30 min. l/wk
30 min. I wk
Chivroltt Dealers
Borden Co.
Hazel Bishop: P&G
Many
Many
P. Lorillard
Goo:lyear; Alcoa
Borden Co.
Campbell-Ewald
Y\R
Spector : Ccmpton
Many
Many
Lennen & Newell
Y&R; F-S-R
Y&R
Sweets Co.
Moselle
& Eisen
P&G
B&B
DeSoto-Plymouth Dealers
BBDO
P&G
B&B
Amcr. Tobacco; Warner- Hudnut
BBDO
Gen. Dynamics
Morey.
Humm &
Quaker Oats: Amer. Chicle
NLiB
D-F-S
WDEF's "Better Mouse Trap" promotion in use
I hat die local radio programing
trend is profitable to individual radio
stations is borne oul h\ another sta-
tion's achievements. General Manag-
er John Pallottini, of WCRO. Johns-
town, Pa., announced that local busi-
ness for the quarter just finished has
increased 122.4' { over the same pe-
riod last year.
Reason for the spurt, according to
Pallottini, is the station's emphasis on
music, sports, news and local events,
with less and less reliance on the net-
work service.
E. S. Mittendorf, general manager
of KOPO-TV, Tucson, contracted with
Pan-American Telefilms Inc. for 260
Spanish feature films. One movie is
shown every Monday, Wednesday and
Friday at 10:00 a.m. and a double
feature is run on Sundays, beginning
at 12 noon.
KOPO-TV's phone lines have been
tied up with calls thanking them for
(he new program. Mittendorf explains
his plan as a thank you to the Span-
ish speaking population. "They have
been very lo\al to K0P0-T\ and its
advertisers, and in offering these Mexi-
can films for their enjoyment, I do
so as an expression of m\ gratitude
for such loj alt) .
KLAC, Los Vngeles, has premiered
a $10,000 color film called "The KLAC
Story.'' The 20-minute film outlines
the growth of radio in general and
KLAC in particular, and is directed
at ad agencies and sponsors.
Talent in the film consists of the
station's own "Big Five," disk jockeys
who describe their shows and sponsors.
The time elapsed between the writing
of the story and the final editing was
onl\ 17 davs. and the film was super-
vised bv Station President Mortimer
Hall and Sales Manager Felix Adams.
After the film was released. Hall
commented that it was "another giant
-lc|i forward in the optimism we all
feel for the future of radio.' * * *
106
SPONSOR
"Gran' pappy seen il on Garry Moore, it's a Turn.
5 SEPTEMBER 1955
107
WIN THIS 2 UNCI
in this history-making contest sponsor edb
Just as color television adds an important new dimension to advertising,
so "BUYERS' GUIDE TO STATION PROGRAMING" adds an important
new dimension to the buying of tv and radio time.
In the two years BUYERS' GUIDE has been published, we've heard of scores of ways
it has been used. But we'd like to hear still more uses so they can
be passed along for the profit of our readers.
And so this exciting contest was conceived to get the answers from SPONSOR subscribers . . .
all of whom received "1955 BUYERS' GUIDE TO STATION PROGRAMING" on May 16th.
Enter the Contest today. The rules are simple. The prizes are exciting. And win, lose
or draw . . . your rewards from using "BUYERS' GUIDE" will be great.
Extra copies of BUYER'S GUIDE are available @ $2 each.
Non-subscribers may get one by entering a subscription to
SPONSOR @ $8 for 1 year, $12 for 2 yean.
PRIZE
Mjiiili<'< ><< 21-Inch RCA
„,Jili'r < "'<>r S<l!
LUv the thrill of big screen Color TV—
lllr%« ii .I'l't "I high ill. mi. i the
itfii'iii "' I V t ■
Bjupeib performance goes stunuint
[Mlrahinrttv fin here is television's
Blhnueitr si\Iin|i .mil low show-
Mich m.ihog.im in liliiml lropii:il
Klllnisli hiino Mm all the i>nmr :i ms
jlrrj, |oo! Magnificent "coloi casts" in
(Hnlor- .mil all the othei shows in
lilai k ami white.
!CA COLOR TV SET
YiRS' GUIDE TO STATION PROGRAMING
2ND, 3RD \Mi
■1TII PRIZES —
Rl \ "Slumberette"
Clock-Radio
berette is designed to give you
round the dock. At bedtime, enjo]
hour of musii inviting sleep, then
.us off automatically. In the morn-
lUtomatii switch turns radio on and
UB ten minutes later. Automatical-
coffee-maker. Built in phonosocket.
STER, HERE'S AIL VOL' DO!
i IOC words in less tell one way you are
.- Ill ■» I RS' (.111)1 It) si \ I ION
t IMING" mailed fro. to all SPON-
bicribers on Mas, 16th )
rie will be judged on the basis of
i> mil freshness of thought by .1
lot judges that includes Pete Cash,
1 Station Relations, I \ 'B; K. David
1 Direi tor I cm al Sal< - \ Sei > ii e,
I mil I awrence Webb, Managing Di-
prizes will be given in
■ployecs ol SPONSOR arc not eligible.
cutis to
ITERS' CI IDE CONTEST
o SPONSOR SERVICES INC.
» East 49th St.. N. Y. 17. N. V.
tries must be post -marked no later
1 ptember 3D,
5TII THROICH
10TII PRIZES —
Hi \ DeLuxe "Personal*1
I'm table
■rful little performer is housed in
Me "impac", won't dent . . .
crack ... or break. Here's sensi-
on. too . . . plus room-si/c vol-
' it's nil in a portable about the
100k, less than 6 inches high. Plays
*'lv ... no warm-up ... no waiting
b) self-contained batteries.
THESE EXCLUSIVE FEATURES GIVE BUYERS' GUIDE
HUNDREDS OF USES
/catalogs the local programing of 2172 radio stations and 381
v television stations in U. S. and Canada.
/tell- at a glance the program character, audience interesl
V and facilities of each individual station.
/provides separate lists of stations appealing
to specific group- and tastes.
/shows the number of weekly hours each radio and
tv station devotes to 10 principal categories
of programing.
/gives studio facilities and film and slide
specifications of tv stations.
/gives power, national rep. network program
v hours, services.
WITH *
SPOT TV $ FIGURES
I ( ontinued from page I
verting whal is there into dollai-.
1 1 ma) well be asked: If the data is
all there w li\ don'l advertisers who
— 1 1 1 ►— < ribe to Rorabaugh Reports (cost:
S45 per quarter) do their own con-
verting? Vnswer: Some of them do.
P&G agencies, for example, divide
i mong them (lie job of converting
Rorabaugh spot tv figures into dollars.
Next obvious question: Why, then,
should TvB pay Rorabaugh for data
and I lien make some of it public? I he
first answei is that TvB is doing a
sales promotion job for the industry,
centering attention on spot tv by mak-
ing elear just how much mone\ is
spent in total and by individual adver-
tisers in the medium. Secondly, con-
verting figures is a costly and time-
consuming job. Rorabaugh contends
that because he has know-how and can
do conversions in volume, he can do
it cheaper than anyone else. The fact
that clients such as Colgate, Lever
Bros., Ted Bates buy special tabula-
tions from him lends weight to this
contention.
Rorabaugh is now investigating the
possibility of saving time and money
b) putting his report, as well as the
dollar data, on IBM and possibl)
I M\ \(] machines. Recording & Sta-
tistical Corp. has set up a system f»r
doing this and Rorabaugh was await-
ing an estimate on what it would cost
at presstime.
Rorabaugh material does not lend
itself easil) to IBM machine calcula-
tions. This is because of the tremen-
dous number of calculations that must
be worked out. The size of this task
explains, in part, some of the problems
involved in hammering out an agree-
ment between Rorabaugh and 1\B.
There are about 40,000 different
computations involved in getting all
the dollar figures from the Rorabaugh
Report. This is in addition to the tre-
mendous fart-gathering job involved
in putting out the Rorabaugh Report
in the first place. Besides recording
the fact that such and such an account
used such and such a station, the re-
port must indicate which of 27 differ-
ent kinds of activities the advertiser
bought and the number of each.
These activities include announce-
ments, participations or I.D.'s. For
each type of time buy it is indicated
whether it is on da\time. nighttime, or
late nighttime. This last classification
is a new refinement in the Rorabaugh
Report, which prev ioush lumped all
nighttime buys together. The new
classification will, of course, make
dollar calculations more accurate.
The above activities add up to nine
different combinations. In addition,
there are six different program lengths
noted together with whether the)
daytime, nighttime or late nighttime.
Ibis adds up to another 18 combina-
tions.
It would not be so bad if the same
advertisers advertised on the same
tions each quarter. But they don t.
The turnover, on the average, is about
.",<>', per quarter. So far as the pro-
posed IBM s.s'.em goes, this means
20,000 new punch-card entries each
quarter plus the dropping of another
20,000 punch cards from the s] -
for that quarter.
In calculating costs Rorabaugh
works from rate cards. Because Rora-
baugh's clients are big. the dollar fig.
I. /Veil? stations on air
OITY 4 STATE
CALL CHANNEL
LETTERS NO.
ON-AIR
DATE
ERP (kw)'
Visual
Antenna ' NET
m>••• | AFFILIATION
STNS.
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER. I
z
SCOTTSBLUFF, NEB.i
FT. WORTH, TEXAS
LUFKIN, TEXAS-
PETERSBURG, VA.
KSTF
KFJZ-TV
KTRE-TV
WXEX-TV
10
11
9
7 Aug.
9 Aug.
17 Aug.
11 Aug.
12.3
316
25.1
316
620
1,020
650
940
None
WBAP-TV 455
None NFA
None
kjCA Frontier Bcastg Co.
"rf* R. S. McCraken. pre*
Also operates KFBC-TV.
Cheyenne. Wyo.
Gene L. Cagle. pres
Forest Capital Bcastg. Co.
R. W. Wortham. pres
E. L. Kurth Sr.. v. p.
R. Lewin. v. p.
kJCA Petersburg TV Corp.
r,rf^ T. G. Tinsley Jr.. pres
I. G. Abeloff. v p.
H. C. Myers Jr.. v.p.
If. Xew applications
CITY 4 STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)*
Visual
Antenna
(MIS-
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIA
ELMIRA, N. Y.3
18
8 Aug.
16.4
438
$142,040
$65,000
None
PHILADELPHIA, PA.
23
15 Aug.
266
553
$414,100
$500,000
WCAU-TV
WFIL-TV
WPTZ
Trirngle Publications Inc. I
Television Dlv.)
Herbert Mayer (oAoi d b *
Enterprises
BOX SCORE
U. S. stations on air
Markets covered
I . S tv sets (1 July '55)
12 1
2r>:t$
36,477,0001
•Both new c.p.'s and stations going on the air listed here are those which occurred
8 August an I 20 August - I on which Information could be obtained in that peri
considered to be on the air when commercial operation start*. "Effective radiated po-"
power usually Is one-half the visual power. •••Antenna height above average terr
above ground), tlnformallon on the number of sets in markets where not itiigmied
from NEC Research, consists of estimates from the stations or reps and must lie deemed
mate. SData from M'.i Research ami Planning NFA No figures available it I
on sets In market. iSatellite of KFBC-TV Cheyenne, »i- ^Station will receive NBC
from KPBC-TV, Houston, but is not an NBC affiliate 'Application i- for a *«>
-t programs of WNlil" TV Bingharaton, N V.
110
SPONSOR
Maxwell means "MOXIE"
That's what makes the
difference in the
££
BOB
MAXWELL
Entertain, sell; sell, entertain. They're one and the same to Bob Maxwell, major-
domo of this sparkling weekend feature on WWJ-TV.
To the delight of teen-agers and young adults, astute Mr. Maxwell presents a
parade of guests from the show world— especially top recording artists who sing
their latest releases live. Other typical features are spotlight segments on current
fads, sports cars, the newest in clothes and other dominant interests of the young
in heart. Earl Stuart's orchestra gets in plenty of good licks, too.
Spice your Detroit campaign with Maxwell's "moxie". Full participation details
are immediately available at all Free and Peters offices.
BIG MAN
ON RADIO,
TOO!
From 6 to 9 A.M. weekdays on
WW J, Bob Maxwell captures a
huge home-and-high way audience
with music with a melody, news,
weather and traffic condition re-
ports . . . Better check on this, also.
5 SEPTEMBER 1955
In Detroit . . .
You Sell More
on channel
ujuij-tv
NBC T«lf».i.on N. '- ■
DETROIT
Associate AM-FM Station WWJ
FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS
• National Representatives: FREE & PETERS, INC.
Ill
ures he works up on their spot adver-
tising and that of their competitors are
based on maximum discounts — 312
times for announcements, I.D.'s and
participations and 52 times for pro-
grams. However, since most spot tv
advertising campaigns are not big
I only 500 out of 4,000 use 10 or more
stations per quarter I. the figures for
TvB will he based on the one-time rate.
This will not simplify the calcula-
tions any. There will still have to be
a dollar figure worked out for each of
40.000 entries. If Client X uses three
( lass " \" I.D.'s for Brand Y on sta-
tion Z in April, for example, the one-
time Class "A" rate for I.D.'s on that
station is looked up and multiplied b)
three. That's one calculation.
In most cases, Rorahaugh increases
the national totals of big brands 10' {
to take care of the stations which do
not report to him. However, at least
two prominent agencies have found
that Rorabaugh's dollar totals for its
brands are so close to the actual spend-
ing that they assume the same is true
for Rorahaugh figures on brands com-
petitive to their accounts.
Basic to an understanding of the
Obviously
0UTSTANVIN6
A STAFF OF 44 PEOPLE DEVELOP
IDEAS THAT SELL FOR MORE
ADVERTISERS THAN ALL OTHER
PEORIA STATIONS COMBINED
FIRST in the Heart of Illinois
CBS RADIO NETWORK
PEORIA
000 WATTS
FREE & PETERS, Inc., Exclusive National Representatives
I vB-Rorabaugh negotiations is tl
sizable cost of gathering informati(
from tv stations. Rorahaugh estimat
this comes to $200 per station. The
costs are hardly covered by agen<
subscriptions.
Rorahaugh. therefore, makes h
money on the special dollar tabulatioi
he provides. It is easy to see that pu
lication by TvB of detailed brand ar
market information would take aw;
actual or potential sales income, sim
no advertiser would pay for facts <
ready made public. TvB could, i
course, pay for any potential sales lo
to Rorahaugh which would result fro
the publication of detailed dollar dat
but the price would undoubtedly 1
way above TvB's head. As a matter i
fact, it is Rorabaugh's intention to su|
ply data to TvB at cost. In returi
TvB will help Rorahaugh in gettin
additional stations to report (TvB
president Ollie Treyz has already pe
suaded Denver stations that they ougl
to enter the fold I .
There are few important holdou;
among tv stations not reporting t
Rorahaugh, the Crosley outlets bein
the prime example. Of the total <
246 stations reporting for the secon
quarter of this year, 80' < were vhf.
The main reason stations do not n
port is their dislike of competitoi
knowing what accounts are usin
them. However, stations who do r<
port are able to cut down, if not d
away with entirely, the time-consun
ing business of answering questioi
naires from agencies about thn
bought by competitors of the agencie
accounts. They can return questioi
naires with a note referring the agent
to the station's own listing in the Ron
baugh Report.
Interestingly enough, it was static
reluctance to reveal their business th;
killed Rorabaugh's first effort to con
pile broadcast data back in 1939. H
put out one report on both networ
radio and spot radio in New York Cit
in Julv and that was that.
Dubbed "National Radio Records
it was a report to beat all report:
Never before had so many facts bee
gathered about who's buying what-
and probably never again will such
complete report on spot radio be pi
out bv anyone.
The spot report listed ill the pro<
uct name. 1 2 1 the advertiser's liami
(3) the agency which placed the bus
ness, (41 the name of the station, it
the power of the station. 16) the nam
112
SPONS0
King of a new frontierl
mif|||f MAXIMUM
I1UII POWER
WITH 25% MORE SETS THAN ANY OTHER
NORTH CAROLINA STATION
\\ SJS-TN Winston-Salem now has inn- of iln South'i Ihkki-ii I \ markets!
lis heart is ili<- rich Golden Triangle <>f kej industrial cities — Greensboro,
Winston-Salem I llit;h Point.
WSJS-TV's new maximum power laps <»\<-r I billion dollars in baring
power and reaches 627,982 TV homes — 2.V( more than anj other V < .
station !
MAXIM! M POWER — 316,000 *;.tt*:
MAXIMUM HEIGHT — 2,000 fed above
average terrain.
COVERAGE — 91 counties, in t\w states.
TV HOMES — 627,982 sets.
3,943,000 people.
$4,350,000,000 hu>in» power.
WINSTON-SALEM, N. C.
CHANNEL 12
r> WINSTON-SALEM
llHTOr GREENSBORO
HIGH POINT
HEADLEY-REED, REP.
5 SEPTEMBER 1955
113
ol the program or number (if an-
iiouniciiiciits with a separate listing
I, ii each program and for each group
of announcements on a station, (7) the
gross time cost of each program or
group "I announcements on each sta-
tion tot the month. (8) total gross
spending for time of each brand per
month, i ''i whether the program or
announcements were live or tran-
scribed, (10) whether or not the an-
nouncements were in a participating
program, i 1 1 i the exact time of the
program, 1 12 i the number of program
broadcasts for the month ( 13) time of
daj announcements were placed, (14)
the length of announcements, (15)
type of program nought.
The network section had about the
same kind of information as contained
under each advertiser's listing in I'll!.
In addition, there were all kinds of
cross-indexing of information between
network and spot.
I he stations who gave Rorabaugh
the information I there were 14) got
free copies of the report. When the)
saw it. the) changed their minds.
*%, H/^Ls".
BTV )enver
<
DENVER'S KBTV
CHANNEL 9
reThe Prettiest Picture in Denver"
will be the only TV station to ever
dominate the nation's 24th market for
3 solid hours Monday thru Friday
MICKEY MOUSE CLUB
M 5:00 toV-00 P.M^d^uJ^
1955
"QUE! N
Of
Colorado"
JOHN C. MULLINS
President
Fall Availabilities NOW BEING BOOKED!
CT3
JOE HEROLD
Station Manager
1089 BANNOCK • DENVER Phone TAbor 5-6386
Free & Peters, Inc. National Representative
114
A year later, Rorabaugh began hi>
spot radio report based on information
from agencies. He continued this until
it was sold to Boerst in 1952.
Boerst's Spot Radio Report has a
long way to go before it can approach
the degree of completeness represented
by Rorabaugh's book. Boerst's prob-
lem, admittedly, is tougher. In the first
place, there are many more radio
tions than tv — about 2,700 am outlet-
compared to about 425 video station-
Even taking into account the fact that
many radio stations do not figure in
spot business, the spread is impressive
P&G agencies check about 1,400
tions for spot radio data. Lever's spot
radio "universe'' is about 1.100 sta-
tions big.
In the second place, while Boe
seeks information from only a few
dozen agencies, these sources are un-
". . . the only technique which wa« in-
herently satisfactory to measure both
television audiences and radio audienea
at the same lime was the personal inter-
view. The reason is simple, for when
the inter\iewer is in the home it i» ea«>
to establish that the home is a television
home, and to conduct the complete
radio interview before going on to the
tv interview. There is not the possibility
of the respondent being too eager to re-
port their tv viewing and neglect the fact
of radio listening as was the case with
the combined telephone interview."
WARD DORREIJ
V.P. & Research
Director
John Blair & Co.
ISetc York
der more direct pressure from clients
not to divulge data than stations are.
Agencies are. after all, representatiu*-
of (bents, while the customer-seller re-
lationship of advertisers to station- i-
a less close one.
On the bright side, there is this to
be said. The advantages of full ex-
posure of spot radio data are begin-
ning to penetrate through to advertis-
ers and agencies. This has become
apparent in recent conversations SPON-
SOR editors have held with admen.
Main agency men are weary of the
effort put into sending questionnaires
to stations and digging up sub rosa
rumors concerning what the competi-
tion is doing.
During the past three years at one
time or another, each of the Big Three
soap firms have assented to publication
of spot data. The trouble has usualh
been that when two of them agreed.
■ > ■
SPONSOR
»»f MIGHT WIN 3 II/I/K//WOV TiTl.ES
III I
6-COUNTY PULSE REPORT
mLMAZOO-BATTLE CREEK AREA— MARCH, 1955
■ HARE OF AUDIENCE MONDAY-FRIDAY
12 noon
6 p m
midnight
/KZO
41%
37%
35%
Jjtation B
18
17
16
i C
10
12
II
^Bon D
10
9
7
i E
8
7
8
14
18
24
ets-ln-Use
20.2%
17.5°-
r Battle Creek's home county (Calhoun) uas included
h Pulse sampling, and provided SO'", ol all interviews. The
oinitics: Allegan, Harry, Kalamazoo, St. Joseph and
• aen.
,%e $<•(»<>, ff fa {(<„,.>
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WJEF — GRAND RAPIDS
WJEF-FM _ GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD — PEORIA, ILLINOIS
YOU NEED WKZO RADIO
TO "NET" BIG RESULTS
IN KALAMAZOO-BATTLE CREEK AND
GREATER WESTERN MICHIGAN!
If \c>u want 1" Mar in Western Michigan. use the 5000-watt
voice <>f W KZO — CBS radio for Kalamazoo-Battle Creek and
greater \\ estem Mi' higan.
Pulse figures, left, tell the story. \\k/<> i- the big favorite
18 hours a day— actually gets more than I H l< r /s M I \ )
LISTENERS as the next station 75\ ■ of the Hi
\ our Vvery-Knodel man has all tlie impressive facts.
WKZO
CBS RADIO FOR KALAMAZOO— BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery- Knodel, Inc., Exclusive National Representatives
h 1920. Suzanne Lenglen of -France won the U ' imbledon Women's Singles and shared* 'the title in the Stamen's Double* an.! \Iir*d .[iunhU*^.
5 SEPTEMBER 1955 115
SHORTY
SULLIVAN
captures
FIRST*
place on 7:15 a.m.
weekday show
in Montgomery, Ala.
captures
FIRST*
place on I I :30 a.m.
weekday show
in Montgomery, Ala.
V apturing first place with the immediate
city audience with both his weekday pro-
grams, Shorty is batting a thousand, but this
is only part of the story. The BEST news is
that Shorty is on the 50,000 watt
740 KC
WBAM
740 KC
the ONLY radio station covering the entire
Montgomery retail trade area, the ONLY
station delivering a Georgia, Florida and Mis-
sissippi bonus audience as well. Call Radio-
TV Reps (Peg Stone in New York, Ed Nickey
in Chicago) or Ira Leslie, Collect 6-2924,
Birmingham, Ala.
*CONLAN, APRIL 1955
r
El Paso County
5th in Texas
In Population41
TEXAS' TOP TEN COUNTIES
1— Harris County (Houston) 1,012,000
2— Dallas County (Dallas) 751,300
3 — Bexar County (San Antonio) 549,200
4— Tarrant County (Ft. Worth) 486,500
5— EL PASO COUNTY (EL PASO) 248,000
6 — Jefferson County (Beaumont) 218,900
7 — Nueces County (Corpus Christi)
211,500
8— Hidalgo County (McAllen) 194,500
9— Travis County (Austin) 181,600
10— Cameron County (Brownsville) 158,300
•1915 Sales Menu. Survey of Buying Power
KROD-TV
CHANNEL 4
EL PASO texas
CBS - DUMONT ■ ABC
AFFILIATED with KROD-600 kc (5000w
Owned & Operated by El Paso Times, Inc
Rep Nationally by the BRANHAM COMPANY
the third found some current reason
to veto. The reason lias usually been
the introduction of some new product
and the reluctance to reveal the all-im-
portant market hopping and market
strategy involved.
However, the possibility still exists
that the trio may get together in one
room and say "yes" at the same time.
And there is no doubt among admen
that once the big soap firms give the
nod, the ball will get rolling.
The percentages working toward the
release of spot radio data are helped
by the fact that two efforts are being
made this fall to unearth advertisings
biggest secret. Besides Boerst there is,
as mentioned. RAB. The radio promo-
tion outfit is playing it carefully by not
trying to get too much. It seeks data
from a cross-section of radio stations
and dollar figures would be projected
from this cross-section. If this limited
effort is successful it should be easier
to eventually get the complete picture.
• • •
RADIO TEAR-SHEETS
[Continued from page 531
vast majority of them are unfounded,
or a matter of misunderstanding.
"However, the problem of assuring
the client that the local radio features
he sponsors are being properly pre-
sented is not as simple as a reassuring
letter or an expensive long-distance
call. And a notarized 'affidavit of per-
formance' merely indicates that the
program was broadcast — not how it
was delivered, produced, or prepared.'"
Dennis himself made the first trial
run on the agency's private air checks.
Carrying a portable tape recorder, he
toured a number of markets in which
the agency had local radio schedules
going. Without station managers be-
ing aware that Dennis was within ra-
dio ear-shot, he recorded programs,
checked them against over-all running
time, checked to see if the proper copy
was being used, and judged — in the
field — the quality of delivery of com-
mercial copy, and show production.
This done, he dropped in on local
stations, playing the air checks back
and discussing good and bad points
with the station managers.
For most of the broadcasters, this
was usually a big surprise, and not al-
ways a pleasant one.
Recalls Dennis dryly:
"One hundred per cent of the mana-
gers, a year ago, were a little amazed
when an agencyman walked into their
studios to have them hear one of their
own shows. A few indicated that, per-
haps, the agency was going a little too
far with this kind of detective work.
Later, in the client's advertising de-
partment and at the Kansas City head-
quarters of the agency, programs were
again reviewed and further sugges-
tions from the admen were passed
along to the stations carrying the
audited shows.
Today, the checkups are still going
on, although PC&H Radio-Tv Account
Manager Al Christy does most of the
field work and tape recording of radio
"tear sheets." As many as 11 western
and central states will be covered, with
mileage traveled running well into the
thousands.
Cost-per-air-check, the agency fig-
ures, is now working out to about 130
per city or area.
Th«» big payoff: PC&H clients ha\e
made a net gain in improvement of the
quality of their radio campaigns as a
result of the continuing checkups, the
agency feels. Says adman Dennis:
BMI
Concert Music
Typical of BMI "service" is
the complete kit of "Concert
Music" material used by
broadcasters daily . . . scripts
and data which help solve
many music programming
needs.
Included in BMI's Concert
Music Service are:
CONCERT PIN-UP SHEET—
A monthly listing of new re-
cordings, contemporary and
standard.
YOUR CONCERT HALL — A
series of half-hour scripts for
use with phonograph records.
TODAY IN MUSIC — Dates
and facts about the important
music events of the month.
BM [licensed stations —
AM, FM and TV—can be
depended upon for com-
plete service in music.
BROADCAST MUSIC/lNC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
116
SPONSOR
Represented Nationally by Free & Peters,
No. 5 in the series, "What Every Time Buyer Should Know About KRON-TV"
5 SEPTEMBER 1955
117
B3IFM
siniiiiiiiiiiiit3iiiiiiiiiiii:3iiiiiiiiiiii[3iiiiiiiiiiiit]iiiiiiiiiiiiuiiiiiiiiiiiitJi
J A BIC LOCAL MARKET |
MORE THAN 65000 ]
RADIO FAMILIES 1
s =
I Fulton-Mexico-
Columbia-
Jefferson City |
R}||llllllllimilllllllllllC3IIIIIIIIIIIIC3IIIIIIIIIIIIC3IIIIIIIIIIIIE3IIIIIIIIIIIIC3rr
KFAL COVERS!
30 COUNTIES — V% MV.
INFLUENCES SALES!
FROM DAWN TO DUSK
STUDIOS b OFFICES AT
FULTON, MISSOURI
Represented Nationally By
Benton Paschall Company
^ THE QUAD-CITIES ^
Rock Island • Moline • East
Molme, III. • Davenport, la.
NOW
1/4 MILLION
PEOPLE
According to Sales Management's
Survey of Buying Power (May 10,
1955) the Quad-Cities now have
250,200 people with an Effective
Buying Income of $5843 per family
or $1794 per capita. Cover this good
450 million dollar market with WHBF
radio or TV — the Quad-Cities' favor-
ites.
£1*.
WHBF.:
TEIC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Avery-Knodel, Inc.
"1 he most recent air check indi-
cated that trie stations which had pre-
viousl) l>een air-checked showed great-
Is improved program quality on behalf
of the agency's clients."
1 he majority of radio stations, the
agency has discovered, do a good and
conscientious job.
"Nine out of 10 stations deliver
broadcast qualit\ exactly as called for
in the agency contract," says Dennis.
What about the 10% on the other
side of the fence?
'"Of the 10'/< who fail," Dennis an-
swers, "the majority are using client
time for adjacent one-minute an-
nouncements; rewriting agency cop)
without specific approval; scheduling
competitive copy too close to the cli-
ent's program; are guilts of poor or
unrehearsed deliver) b) the announc-
er; or have spent an inadequate time
in program preparation."
Tv -eyed" too: As a result of its suc-
cess with the radio "tear sheet " opera-
"It is mv belief that it's more impor-
tant for you to know the composition
of the audiences in the time periods
vou are buying or selling than it is to
know the sheer size of the audiences,
whether the size is expressed in terms
of total sets, total families, or total
individuals."
J. A. WARD
President
J. A. Ward Inc.
Market Research
Netc York
tion. PC&H has tried its checkup meth-
ods out on television stations, too, with
the agencymen looking at hotel room
tv sets (usually at night) while thev're
monitoring radio.
Again, the agency found that most
stations carrying the agency's spot tv
schedules were handling them well.
But. as usual, there were some maver-
icks in the advertising corral.
"For example." Dennis told spon-
sor, "in a major market we discovered
that one station was bracketing our
'prime adjacency' with one 20-second
film and two 10-second films. In other
words — four different commercial an-
nouncements sandwiched between two
important nighttime programs. This
seemed to be the rule on this station.
On another occasion, we found three
announcements between a pair of
evening tv shows on the same station.
"Instances of this nature are few.
but even these few cause considerable
concern lest the practice of 'multiple-
spotting' become widespread.""
PC&H maintains a simple-but-firni
policy. Clients using spot tv announce-
ments, the agency feels, should be
sandwiched between shows with no,
more than one other advertiser, either
a 20-second or 10-second advertiser as
the case may be.
"In the event the station policy is
such that it permits more than two an-
nouncements between programs," says
Dennis, "we seek other availabilities."
Does PC&H feel that its electronic
"'private eye" methods are worth their
costs ?
Yes. indeed. Points out Dennis:
"While this represents a substantial
operating cost for the agency, it i-
serving the purpose of providing cli-
ents, for the first time, with a 'tear
sheet' of local radio and reports on t\.
Results after one year of checking in-
dicate the agency investment is pa\ing
off in dividends of more effective u>e
of radio for clients, and in building
and maintaining sponsor confidence."'
Although stations grumbled at first
at what they felt were ""Peeping Tom
methods of the agency, most have now
come to realize that the '"tear sheet"
system works for their benefit, too.
One of the brightest mornings PCMI
adman Cene Dennis spent recently oc-
curred when the following letter ar-
rived from William B. Quarton, gen-
eral manager of Cedar Rapids" \^ Ml".
Stated Quarton:
"This may sound strange coining
from a radio station, but we actually
welcome this sort of thing for we. like
you. are very anxious that the clients
wishes are being carried out. If they
are not, we would be the first to want
to know about it. There is nothing as
comforting as a happy client."" * * *
<mw^e m\n
"KRIZ Phoenix says you have
everything — please, sir, may I have
a wolf-trap?"
118
SPONSOR
Anyone who reads
this is interested
in radio
So, h e might add, are u • . io
,<ok out for that last paragraph <
V;':
\
fJ.\'
in, i upon a time there was .1 preai hei
;ol up eai l\ . rhis was foui yeai -
III. preacher w.i- a Rev. Jones, who
lives 11. n ( I. mm ■••. Iowa. When he not up
jrl\. he turned on the radio and there was
< lank Worcester telling about Myzon, which 1-
111 additive that you feed ti> poultry, hogs oi cows
il you have poultry, hogs 01 cows, which this
preacher li :t < I because he was also a farmei on the
tide, which isn't too unusual in Iowa, bul he hadn't
heard >! Myzon before, which is. The was Chuck
carried on about Myzon made it Bound pretty good,
-.1 the preacher tried it. Today the Rev. Jones swears
>\ . . . well, let's 111-1 say he think- Myzon i- great.
hie says his flock • « » t hens 1 It) at last count ' sometimes
{hres him HH1 eggs .1 day and seldom less than 7_'. 1 1 •-
-a\- he can gel his lion- ready foi market now in ■">'•_. months,
which i- like writing an advertisement in ■">'■_. minutes. This speaks
well for Myzon, "f course, and it al-o proves that preachers
believe what the\ hear on WM'I.
Items like the paragraph above convey tin- impression that Iowa
1- full of farmer-. It i-. of course, hut il would he nice to
find .1 preacher who i- a part-time manufacturer bo we
could make another point. Our home county rank- among
tlu' hundred leading I .S. counties in the manufacture
of food ami kindred produi 1- a- well a- in the
manufacture of machinery. The industrial payroll i- -'_•
time- tin- agricultural income for the country. The
-tat.'- industrial income i- greater than it- farm income.
t.o ahead and think of Iowa a- great farm country.
But don't overlook industry. Four of the five top
industrial counties of Iowa arc located within our
J'... rn\ contour. Ml of the counties within the
-!'■_• im contour add up to two-thirds of the -tale total.
Yet, there i- no 1> i ^ concentration of consumer buying
power, industrial payrolls or farm income in Iowa.
You've got to have coverage in Iowa. Our 600 kc
■i.OOO watt signal gives it to you. Plus
listeners more, in fact, in our 33-county primary-
area than all other radio stations in the
area combined. For detail-, see the
nun from Katz.
fl/r • Mail address: Cedar Rapids • CBS
5 SEPTEMBER 1955
119
FIRST
PUEBLO
COLORADO
Kwrv
CHANNEL 11
FIRSf IN
COLORADO
SPRINGS, TOO
Covering Colorado Springs and Pueblo
for CBS, ABC, and DuMont
television networks
NATIONAl SALES OFFICE
KKTV, PUEBLO, COLORADO
Represented by GEO. P. HOIUNGBERY
more
for your
money
SKYLINE
GROUP
DISCOUNTS
KDYL-KTVT
, KLZ AM-TV
,. KOB AM-TV
SKYLINE GROUP, RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, New Mexico
J. I. MEVERSON. 3432 RCA Bl DG . N. V
THE KATZ AGENCY • BRANHAM CO
SANDRAN
{Continued from pay.*' 45)
I, I,
-eason which begins in early spring.
Driving hack from a client meeting
in Philadelphia. Ted Grunewald, agen-
cy radio-tv director, and Charlie
Skoog, discussed the Sandran problem
somewhat moroseh. Summer was ap-
proaching and both men feared that
reduced daytime tv viewing would just
about ground Sandran's tv advertising.
"How about trying Steve Allen's
show?" Grunewald suggested.
The idea appealed. For one thing,
both agencymen felt that Tonight
would reach the working girl, which
the Home show could not. Further,
they were convinced that the women
viewing Tonight tended to be the
) ounger women, mothers of small kids,
who are better customers for the
style-conscious floor-covering industry.
Thirdly, the agency felt that the for-
mat of the Tonight show would lend it-
self to a more dramatic presentation of
Sandran commercials than a home-
maker show. And lastly, the idea of
product identity with Steve Allen ap-
pealed to a firm conditioned to having
dealers associate Congoleum with Dave
Garroway half a decade after Congo-
leum ceased sponsoring Garrowav.
Today, Sandura puts 1Q','< of its bud-
get in tv, ZQc/c in print. Merchandis-
ing accounts for as big a split of the
budget as commercial time and talent.
"Let's get 'em talking about San-
dran." said Skoog. Grunewald's car
sped up to an enthusiastic 65 miles an
hour. It was a rainy, slushy afternoon
but the New Jersey turnpike, though
streaked with mud. glistened under the
drizzle like a giant sheet of linoleum.
"Wonder how Sandran would stand
up under this traffic?" one of the men
mused. I They're giving credit to each
other for the idea, so it's tough to pin
down which of the two actuallv orig-
inated it. I
However, the main thing is that the
idea for the first commercial was con-
ceived right there on the highway.
I hey decided that it would be a
graphic demonstration indeed to show
Times Square traffic grinding over a
roll of Sandran, only to have all traces
of dirt swabbed away on camera in a
few easy wipes of a mop.
The commercial would have fallen
flat on its face if the floor covering
cracked, crumbled or turned out to be
impossible to clean. Hicks & Greist
was not about to take major chances.
To test the -tunt. the agency spread a
roll of Sandran along a Pennsylvania
highway for seven days, subjecting it
to the daily car, bus and truck traffic.
Sandran not only passed the torture
test, but came out looking clean and
new after some wipes (thorough, hut
no scrubbing I w ith a mop.
Problems solved, commercial on the
air? Not by a long shot. It seems that
no one up and down the line of New
^ ork City dignitaries, would okav the
use of New York's own streets for tliU
purpose. Hicks & Greist prepared an
alternate script, but refused to give up.
At 10:00 a.m. of the day the commer-
cial was to go on, the agency still
didn t have permission to put floor
covering on the street behind the Hud-
son Theater, the studio that Allen
telecasts from.
The situation was tense, but not
hopeless. It seems that busy New York
police had to patrol other streets that
night, and someone somehow managed
to stretch a roll of Sandran across the
street. As luck would have it. it poured
that night, but the commercial was
produced as planned. Not quite a*
planned actually, because crowds of
spectators gathered as Steve Allen ap-
peared with his mop and pail, and Al-
len, carried away with the stunt, in-
vited a couple of sailors to "swab the
deck." with numerous closeups of
Sandran after traffic but before clean-
That one commercial alone was re-
sponsible for an addition of 76 new
franchised Sandran dealers in New
York Citv alone. (Since Sandran
started advertising on tv. the number
of dealers handling the product in New
York has jumped from some 200 to
700. 1 Even the agencv was swamped
with calls for Sandran. which NBC W
referred to Hicks & Greist.
The pitch itself, delivered b\ Steve
Allen, was a straightforward, direct
sales message, stressing price, written
representatives:
New York— Richard O'Connell. Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
120
SPONSOR
TV star that
nobody sees
One of the real TV network "stars" is this tech-
nician at work in one of the scores of Bell System TV
control rooms across the country.
You never see him on a television screen. But because
of Ins work, television network programs - black and
white or color - are successfully transmitted from city
to city.
His job is to keep an eye on TV-to make sure that
the picture is high quality, to switch programs from one
pickup city to another, to add stations to the network.
to change channels as necessary.
He is one of more than a thousand trained tech-
nicians who are engaged m this work.
Thcv use special equipment, like that shown above,
to provide the finest possible television transmission
on nearly 70,000 channel miles of Bell System network.
BELL TELEPHONE SYSTEM
Prorhlino transmission channels tor mtcrcir, television I I tomorrow.
5 SEPTEMBER 1955
121
THE KCCF 10 KW
SIGNAL DELIVERS
PRIM IR) COVERAGE
TO 87 COUNTIES
IN KANSAS,
OKLAHOMA, MIS-
SOURI & ARKANSAS-
U ITU A POPULATI()\
OF 2,750,000
John E. Pearson Co. Nat'l Rep.
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
SALES WITH SHOWMANSHIP
NANCY THOMPSON
Homcmaker Supreme
Every survey for 18 months
shows WEHT's NANCY
THOMPSON "tops" as the
Evansville, Indiana Tri-State's
NUMBER 1 Homemaker
PARTICIPATIONS AVAILABLE
Represented by
MEEKER TV. INC. — ADAM YOUNG
ST. LOUIS
CHANNEL 50
NOW OPERATING
WEOA— CBS RADIO
by Carl Cobb. H&G's supervisor of
t( levision copy.
*'You know, once in a while a prod-
uct comes along that's so outstanding
— so much better than anything you've
ever seen before — yet priced so right
that you want to tell everyone about it!
Well, that's how we feel about Sand-
ran — the Stainless Vinyl Floor Cover-
ing. "But it's not enough to tell you
. . . we want to prove it to you. This
afternoon, we started putting Stainless
Sand ran to the most rugged test we
could dream up. We actually put a
strip out here on the street . . . just off
Times Square . . . and all this time,
hundreds of people have been walking
over it . . . cabs and trucks have driv-
en over it . . . dirt and dust have been
pounded into it. Just look at all the
dirt . . . the tire tracks and foot prints!
Yet with all that rough treatment,
watch this: it takes nothing more than
a wet mop to wipe it clean. You don't
even need to scrub it!
Copy wound up with a strong "price
pitch" and urge to go see a reliable
franchised Sandran dealer fast.
Retailer comments began pouring in
to the Sandura Co. immediately from
the field, reported Sam Pollock, San-
dran's aggressive advertising manager.
Young's Dependable, Tampa, Fla. —
"Arranged for tie-in on tv for August
10 Steve Allen show. Will also have
window, advertisement in August 10
paper and sidewalk display."
Sears, Roebuck. Akron. Ohio —
"Since Sandran sold so well, they let
their stock go down so that felt base
stock could be cleaned out. Didn't do
a bit of good. Bought eight rolls
Sandran. Clerk sold 22 yards of
#1370 from my sample while I was
standing there. Running one-quarter
page ad on Sunday. August 14 to tie
in with August 10 Steve Allen show."
Little Neck Furniture, Little Neck.
N. Y. — "Running Steve Allen sidewalk
promotion."
The sidewalk promotions referred to
above were created by Hicks & Greist
and Sandran sales executives — then
featured in batches of broadsides the
Sandura Co. sends out to the dealers
continuously. "You too can make a
Sandran torture test," they suggest to
the dealers. "Put Sandran on the street
before your store and watch results."
Did Hicks & Greist find it impossi-
ble to top the success of its first Steve
Allen commercial?
\ot at all. For the second commer-
cial the agency merely hired an ele-
phant from the Chateau Riding Ac;
emy, had to have him trucked in fr<i
New Jersey at a total tab of $500 .
eluding trainer. The elephant arm
at 6:00 p.m., somewhat disgruntled
the rain, and Hicks & Greist execute
producer Gerry Ford prefers to forj
the evening. Oh, the commercial w
a hit all right, but Ford recalls mam
tense moment when the eleplu
seemed on the brink of doing any nu
ber of uncalled-for stunts.
With an eye to continuous ent
tainment value and novelty. Hicks
Greist is now negotiating with Nan
Walker to do the next commerci
While Steve Allen declaims about t
neatness and efficiency of the typi<
housewife. Nancy Walker would do
thorough a job of messing up the si
dio kitchen as any summer bachel
might.
Beyond that commercial, plan-
still vague. However, it is certain tl
Sandran will be buying more minu
participations than ever on the All
show- this fall. Furthermore, the age
cy anticipates that its client's bud<
will leap to half a million in 1956.
The $500,000 figure is, incidental
somewhat more in proportion v,
Sandran sales — estimated at $6 ni
lion in 1955. against 82 million thr
years ago. One reason for the n
tively small amount in advertising '
date is. of course, the burden of i
deeming the faulty earlier product.
John Clement, president of Sandu
Co., who founded the firm in 1923, e
presses some amazement still about t
"spectacular returns" of the Steve
len commercials. Says he. "If
weren't so large. I'd be tempted to ha
an elephant as a pet." * *
122
"Now that KRIZ Phoenix has an-
nounced a lay-away plan for un-
dertakers, I'm about to croak."
SPONSO
VIM SATURATION
\inued from page 55 i
iliance vou need. Bigpesl discounts ol
54 to l Largest trade-in . 1 1 1< > w ai* ea
w-i. I .nil of the ">(> neighboi hood
s mi stores i- now featui ing the all-
ien 1955 Lewyl with big wheels.
Sever, M \ I I! have \ou seen any-
hing like it. Mounted <>n big rubbei
t heels, tlii- revolutionary new Lewyt
- the world's Im-i and onl\ vacuum
iini that rolls effortlessly ;ill
lull \i>ui house. \<> lifting, no
arrying. Hull- over door -ill- . . .
dong bare Hour- . . . across scatter
- and thickest carpets. Rolls over
own cord without tangling. It not
■ m l\ swivels, hut mil- from room to
.Him. Carrie- it- own cleaning tools,
\ll this pin- more power, un-
i|uallcd quietness, instant dust dis-
I. bigger dirt capacity, no dust
to empty. Big S20 trade-in allow-
inee for your old vacuum cleaner. So
I ew\t now at \ ini- lowest price in
OWD '."
Vim changes it- commercials con-
. ii-K. not onl\ to rotate -ale- nie--
- for the various appliances that
-ore- sell, hut also to announce its
ontinuous "special sale-"' and "close-
'it- to the public.
Television strategy: I,, t\. Vim
ill) uses (he open-end films pro-
vided b\ the various manufacturers.
and add- a live store-tag to them.
Sometimes the firm -ticks to slides or
complete!) live announcements.
\ point frequentl) -tie--.-. I in \ im
idvertising, beyond low price and dis-
nts. is the chain's credit policy.
'ton pa> the same price whether
\«>u re paying cash or taking the mer-
chandise on credit," Mesnick explain-.
He feels this credit polic) has been a
factor in building the chain's sue-
as "It - a -al.- point that appeals to
the large mass of middle-class buyers."
It- a -ale- point that appeals even
p'lore to the low-income, special ethnii
and language groups, and yet onl) a
fraction of Vim's air advertising i- di-
reetl) aimed at them. The reason: "We
feel that our broad newspaper anil air
should blanket just about
everyone who reads or understands
English at all. We don't want to spread
"ur dollars too thin 1>\ trying lor each
special group in the metropolitan New
^ "rk area separately. With the wide
spread of our announcements sched-
ules plus our heavy Daily Vew/s adver-
5 SEPTEMBER 1955
HERE'S \\ HERE VOl
ORDER
I HOSE SALES-^ l\\!\<.
SPONSOR REPRINTS!
SPONSOR SERVICES, INC., 40 E. 49 ST., New York
17,
N. Y.
PLEASE SEND ME:
|{\
1 1 -
copies II 1 l\ M<>\ It iSU ^ l-M
30c each
/in , 25-99
( 1 1 pases ) ,^.
v ' 100 or
more
25c each
20c «jch
copies H \l>]< » BASH S
( U} Pag**) ioo or
more
30c cjch
25c ci<h
20c eich
copies FILM BASK S
2599
25c each
20c cjch
(K pages; ioo 0,
more
15c cjch
D Payment enclosed D Hill me la
1 Minimum ord< i
for billing
privileges: $2! )
Yurie
Company
Vddri ss
< its
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March- April
SHARE OF Mon. thru Fri. Mon thrL
RADIO AUDIENCE 8:00 A.M. -12 Noon 12 Noon-600 P M
WCUE
32.2 32.7
Station B 29.5 28.3
Station C 27.0 21.6
Station D 4.2 9.3
Wff/f' ■ ■ Akron's only Independent — we're home folkl.
TIM ELLIOT, Pretidenl
John E. Pearson Co., National Representatives
123
ROCHESTER
N.Y.
WVET-RADIO
S<zve& t£e ^cuf f
Exclusive announcement over WVF.T-
Radio i>i the strike settlement at .1 large
Rochester industrial plant at 6:15 A.M.
made possible normal work attendance
that Monday morning This "Town
Crier" result proves again that WVET-
Radio is ALL-POWERFUL for getting
\011r client's message across to the public
just as we saved the day for the plant
5000 WATTS
280 KC
ABC
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOILING COMPANY
gives you
All
Contact us
ot call your \
John Blair man ^ ,
TODAY! \
890 KILOCYCLES • 50.000 WATTS • ABC NETWORK
Using, we figure we get pretty much
most of the carriage and the subway
trade," says Mesnick. Admittedly, of
course, it's the subwa\ trade that ac-
counts for the mass volume turnover
that has built the Vim chain into a
multi-million a year business.
I util late 1954, Vim tried to woo
the subwa) trade by sponsoring a se-
ries of local radio and tv shows, pro-
moting them by having the stars ap-
pear personally in Vim stores, provid-
ing life-size cutouts and display pieces.
Vim - sponsored shows included
WNBT's Talent Search Mondays
10:30-11:00 p.m., and Quick on the
Draw, Thursdays 10:30-11:00 p.m.,
both on between 1950 and 1952. For
several years Vim sponsored Informa-
tion Please on WOR. Sundays 10:00
p.m., and, until six months ago, Walter
Whites interview show on WLIB. In
1953 and 1954 Vim sponsored another
tv interview show. City Hall 1 WPIX)
a half-hour weeknight show.
"These shows gave us unquestion-
ably good sponsor identification." Mes-
nick recalls. "Further, we were able
to merchandise the programs with in-
store displays, newdspaper ads, etc.
However, in terms of dollars and cents,
we decided that we would get more
coverage and greater impact from sat-
uration announcement schedules."
He added that each half-hour pro-
gram gave a maximum exposure of
three commercials, for a price that
might otherwise buy 15 participations
in various shows throughout the week,
with a considerably greater audience
turnover and coverage.
"This fall we intend to do a particu-
larly heavy job in the air media," says
he. "Our plan is to make Vim a house-
hold word in Greater New York from
September to Christmas, our heaviest
season. We'll do this bv buving a bar-
rage of minute announcements and
continuing our policy of scheduling
them around-the-clock on radio and
television both."
A family business, the Vim chain is
headed by the four Kassover brothers:
president is Sam Kassover. Individual
store managers report directly to them.
Warehouse and headquarters of the
chain are in Brooklyn.
"We don't feel that we're through
with our expansion plans," says Mes-
nick. "We'll always look at new sites.
And \ou can be sure that when we. do
open a new store you wont be able to
turn on the radio without hearing
about it.'* • • •
MONITOR: HURT RADIO?
1 Continued from page 41 1
of its radio network. The tv affiliatioi
might be yanked back if the radio al
filiation was junked by the station. Si
the station keeps quiet and plavs ;
waiting game. Whether anything woult
actually happen is highly conjectural
But stations prefer not to take a than- .
The whole question, in any event, i
bound to be Topic A at the upcomin;
affiliate meetings.
If the networks compromise in th
next few months to keep peace in thei
radio families, advertisers and ageiu i.
ma\ find that:
1. Costs of network radio participa
tion shows may increase. parti< ularl
those shows which stations feel •
pete for national spot revenue.
2. Stations may soon be offering a
spot availabilities more slots in net
work-originated shows, narrowing!
further the gap between "network'
"spot bu) ing.
The network view: Networks,
any adman knows, have their radii
troubles too. Most of them will 1>
very lucky to show a 1955 profit. M
Radio, for example, is expected t
ITS
KFWB
LOS ANGELES
THE STATION OF
Vju ts tan din a
pers on a titles
^sror ill lu sic
• ZEKE MANNERS
• AL JARVIS
• BOB
MCLAUGHLIN
• LARRY FINLEY
• FRANK BULL
• JOE YOCAM
~jror 1 lews
• DAVE BALLARD
• BOB KENNEDY
• BILL DANIELS
^jror Snorts
• ERIK PAIGE
• MARK SCOTT
KFWB
THE 980 STATION
LOS ANGELES— CALIFORNI.
SPONSOI
md iif' tin' vi'.n in the red somewhere
Itwrrn *>l . > million and $2 million.
\i the same time, networks can I
!-i step "iii nl the pii ture gracefully .
lying the In-hl rleai to independent
i ration. Il s understood in \l.nli
n Vvenue circles that .it least one
ijoi weh .i-kcd the ('. S. government
i it could ill ■ >| • it- i adio network. The
-tti'i : \o. I he i eason, \ oiced im
1.1IK l>\ go\ eminent authoi it ie-
Idio networks are needed in the in-
sts ol national security and com-
mirations, and the networks owe a
is to the non-t\ public.
In the case o I Monitor, most flexible
network sales plan, NBC Radio exe-
tives arc quick in point out that
tmitor provides local stations with a
m kind of spot vehii It*. I nlikc othei
itwork participation -how-. Monitor
- stations a total of three minutes
-ill locall) i or \ ia national spot l in
• h hour of the 1 I "network option"
ti r- on weekend-. During the re-
■ining L'(> hours of the K)-hour week-
id show. Monitor i- fed as a free |>r<>-
.lm sen ice. \ll of the onimen ial
Hits in it — a total of some nine min-
es per hour belong to the station
irin» "local option" period-. These
its can be sold on a spot basis to
tional and local clients. A similar
ittern i- expected to prevail if Woni-
I- extended to weekihn -.
\- NBC Radio sees it. the fact that
mute announcements via the network
les channel on Monitor cost less than
e total of equivalent spot time i-
iimterbalanced l>\ the "'free" pro-
am service offered by the network.
or more detail- on Monitor see storj
SPONSOR, 13 June 1955. I
Pointed out a CBS Radio official:
"There are \er\ few national spot
idio advertisers that reallj use the
edium on a 'national' basis. Most of
fin are using spot radio for area -at-
ration jobs, or to cover non-tv mar-
t-. or to holster a weak sales resion.
1,000,000
WATTS
st in Power
and Coverage
Wilkes-Barre
Scranton
Coll Avery-Knodel, Inc.
SOUTHWEST VIRGINIA'S fllOHee* RADIO STATION
- the tm "BIGGEST ATTRACTIONS" in the Detroit Area!
CKLW-TV penetrates a popu-
lation grand total area of
5,295,700 in which 85% of oil
families own TV sets.
CKLWrodio covers a 15,000,000
population orea in 5 important
states. The lowest cost major
station buy in the Detroit area.
Channel 9 ^^
325,000 Watts MM
National Rep. ^^JJ
i\
m m m 800 kc. Radio
ft J 50,000 Watts
J. E. Compeou. Pre».
Adam J. Young, Jr., Inc. ^^
SEPTEMBER 1955
12S
MORE
POWER
than any other Montana
TV, is the reason why
KGVO-TV
Missoula, Montana
sells 9
Montana counties
MORE
MAGNIFY YOUR SALES
IN THIS STABLE $140,000,000.00
MARKET
University City
•
Rich Lumbering and
Agricultural Area
167 Mountainous Miles from Spokane
there's an
AIMS station
in the market-
it's the BEST
INDEPENDENT/
Boston
WCOP
New Orleans
WTIX
Cleveland
WDOK
New York
WINS
Dallas
KLIF
Omaha
KOWH
Denver
KMYR
Portland,Ore.
KXL
Des Moines
KCBC
San Antonio
KITE
Evanston, III.
WNMP
San Francisco
KYA.
Evansville , Ind.
WIKY
Seattle
KOL
Houston
KNUZ
Springfield. Ma
ss. WTXL
Indianapolis
WXLW
Stockton ,Cal.
KSTN
Jackson < Miss.
WJXN
Syracuse
WOLF
Kansas City
WHB
Tulsa
KFMJ
Huntington, L.I.
WGSM
Wichita, Kan.
KWBB
Louisville
WKYW
Worcester,Mass. WNEB
Milwaukee
WMIL
Canada
Calgary, Alberta, Cana
da
CKXL
New Westminister, B.C.
CKNW
^s
&
Only one 1 1
§§
X»»i Membership
in each in
3 M Ml by
nvitation
market //*
^^/-
only
RADIO GROUP
\\ c can't chase that kind of husiness
hecause we can't become that flexible."
I Stations admit this is true, but
point out that around 30^5 of all their
national spot business comes from
multi-market campaigns big enough to
excite the interest of networks. While
this 30^5 doesn't represent all national
spot revenue, stations say, it often rep-
resents the difference between break-
ing even or making a profit at the sta-
tion level. 1
Network executives stoutly deny that
there is any connection between a net-
work radio and a network tv affiliation.
They also say there's little chance to
boost network radio prices, in order to
jump station compensation upwards, at
a time when agencies are shopping for
the most attractively priced radio buys.
l\ Inn admen say: For the most part,
admen today are trying to maintain a
classic position of neutrality. "We bu\
both network and spot radio," said a
Foote.Cone & Belding executive, '"and
we make our distinction on the basis of
how wide a coverage we want. How
can we afford to take sides in a scrap
between networks and stations?"
But admen are not unconcerned
about the brewing hassles between net-
work and affiliates. "Anything that
forces a station to cut back on the
quality of its operations and program-
ing." said the chief timebuyer of a New
York agency, "will ultimately do dam-
age to radio, since it will lower its ap-
peal to the listening public. We're cer-
tainly in favor of network operations
that work to a radio station's benefit.
But a network plan that puts a sta-
tion's back against the wall won't
benefit anyone in the long run. least
of all us."
Also, admen find many a price tag
on flexible network packages too good
a deal to refuse. Said a Philip Morris
adman recently of Monitor: "At those
prices, how could we afford to stay
out?" Admen can hardly be blamed
for buying into a national participa-
tion spread at prices undreamed of a
few years back.
A good summarj of average agency
viewpoint on network flexibility came
from the media director of a well-
known Madison Avenue agency. Said
he:
"I don I think that if Monitor and
the other flexible network plans were
unavailable that we would necessarilv
put the same monev into national spot
rsdio. We see clear-cut distinctions
and advantages to both network an.
spot buying.
"When we buy radio today, we gen
erally seek a 'scatter' basis, so man
network plans fit in with our thinking
Today, we buy on this basis in orde
to build back to the kind of radio rat
ings we used to get. As advertisin
counsel for our clients, however, we'r
obligated to check all radio offering
and to try to get the best value we cai
for them at both the national and loca
levels.
"I herefore, we draw our primar
distinctions on the basis of how man
markets we want to cover, and, later
on price."'
A solution?: At various levels of tb
radio industry, executives todav hav
their own ideas about how the diffi
culties aroused by flexible network sell
ing can be smoothed out.
They range from new methods of ra
dio selling to new ideas for networl
operation. A few:
• A number of leading station opera
tors are quietly urging that the radi'
networks drop out of the sales pktun
but not out of the program business
As these station men voice it. network
should concentrate on supplving a pi
gram service that stations would pa1
for. as they now pay for wire sen i>
news. This, at least, would mean tha
networks could maintain their "net
work" character (thus keeping the go\
eminent hapj)\ ) without having t.
hustle for business I thus keeping sta
tions happy, since thev would sell th
programs on a spot basis I .
• Station reps, who would be hai
hit if an increasing amount of what i
currently regarded as straight spot re\
enue went to the networks, are pushi;
hard meanwhile to compete with net
works. This week, for instance, th'
Katz station rep firm will unveil wha
it calls "a new spot radio pa>
plan" that will tie together spot radi<
availabilities in a long list of majo
markets. Blair. Free & Peters, Pear
son. Ravmer and others are busily put
ting together new presentations tha
stress the choicest advantages of spo
over network bins. * * i
126
$99.00 INVESTED in the
NASHVILLE, TENNESSEE
NEGRO MARKET
SOLD $3,500.00 in appliances
va WSOK
SPONSOI
L.
&M TV TEST
ontinued from / </ <■ 18)
in enumerate oui effoi ta to
tvelou area populai il\ . espei iallv in
ii go called "B" lei i itorj we:
I I se dail) sound-on-film news
■ i ie-.
•J. S;ilni«- the little guys who live
» to 100 miles awa) .
".'•{. Send >>iit speakers in address
rvke • lubs, farm groups, chun hes,
Iges, et(
" I. Keep ImiOi our Farm directoi
d farm « ■€ I i t < » r concentrating on the
h\ ities in tin- area.
".">. \\ in k h itli mil traveling units
■cheduling dates throughout Vrea
We have two such units —one
naposed ol lour entertainers and 1 1 1< -
let seven. I he) pla) an average of
• • nights weekly. Our promotion
inager acts as their booking agent
thout the usual fee.
"<>. Have Captain Hal. M.C. "f our
,1 show, stage Saturday morning kid
rt if- at various theatres during the
I and spring months, i Main back
ada are closed-in during the heavj
uti-i season and we don't care to
-appoint am children who might live
Countn roads, i "
S. Thm broken \\.u \ ,,, Bowei ad
man tger, < 'II" I Kin lm Co. ) " \\ ill
confine oui remarks to the l'n\\l sale*
in the test .11 ea dui ing the one month
pei iod l' 'N' 'W in- i ' implel n in ol the t v
i ampaign ' 22 [uly-19 Vugusi
"B&M Bales foi this period ol 1955
are i unning approximate!) >0' ■ ahi ad
of the same period in 1954. We would
have expected the figures f"i 1955 i"
be considerably highei even aftei i\
was dropped. We feel the reason lies
in the fact that Bales foi this -.i 1 1 H ■
pei iod in 195 I were abnoi mall} high.
The reason t li<-\ were bo high goes ba< k
in the 50c per case pi u e deal "I spring
1954. Readers of sponsor will remem-
ber thai alter this deal in l(>.">l the
earl) Julv figures For B&M Bunk ver)
low. The\ then snapped hack up in
late Jul\ and August probabl) because
the trade had to replenish it- b) then
depleted stock. We believe, however.
thai in the next one-month period i 10
^ugust-16 September) I5W1 sales in
1955 will be considerably higher rela-
tive to L954." (sponsor will carr)
these figures in its 3 October issue.
I. Thv new agency: sponsor had
hoped in be able t" present an outside
viewpoint on the l!\\I tv lest that of
l!\\l - ti Dowd. \
iii\ e- were relu< tanl i" • oi enl
on, howevei the)
fell the) should not intei prel a pr<
1 ' w hi< Ii thej had n
I h ■!•-< i\ '-d thai it found th.-
B&M tv results extremel) inti i
n I thai it had • arefull \ itudii d
clea which had appeared in sponsor
reportin \ on B&M progri
i uture mlmnti B&M had nol yel final-
ized advei ii-iiil plan- fm it- fiw ,il
irting I Septembei u 5PON-
sun went t" press. \- • ommenta
earliei in this report from \d M
\..i thgi r es indii ate, \t\e\ ision
figures in tl hi | ..I ii \ '- thinking al-
though it - nol vei know n whethei
this i- for immediate • impaigna oi
for future « onsideration.
sponsor's nexl followup report on
the B&M tv test will present figures
on how the brand fares in the < Ireen
I'.av area dui ing the b» ond month
M'ii the tv ' amp tign ended. It h ill
tppear in the 3 < V tobei issue "f spon-
sor ami hv thai lime it should be
possible t" cover B&M's decision on
media for the tail and winter iihui'Ii-.
• * *
TV FILM DIRECTORIES FOR AGENCIES AND SPONSORS
WHO'S WHO
& WHAT'S
WHERE AT
TV
STATIONS
vital to traffic
DIRECTORY
OF FREE
TV FILM
for the program depart-
ment
TV WHO'S WHO
& WHAT'S
WHERE AT FILM
PRODUCERS &
DISTRIBUTORS
directory of
tv feature
film
the only source directory
in the industry
series, serials
& packages--
tv film
program
directory
FACTS,
FIGURES,
& FILM
The Commercial TV Film
Directory and Research
NEWSLETTER
(in planning stage)
directory of
tv religious
film
(in planning stage)
DIRECTORY
OF TV
COLOR FILM
(now part of regular film
directories)
TV FILM DIRECTORIES FOR STATIONS AND PRODUCERS
Broadcast Information Bureau
535 Fifth Ave.
New York 17, N. Y.
SEPTEMBER 1955
127
INCREASE
THAT'S RIGHT! K-NUZ HOUS-
TON during the first 6 Months of
1955 has increased its billing 30.1%
over the same period in 1954.
WHERE is this increase coming
from? FROM OUR HOME TOWN
. . . Yes, our biggest increase is
locally, WHERE PEOPLE KNOW
THEIR STATIONS BEST.
Write for
"OPERATION TIN HAT"
(our FREE Survey on Houston's
Tremendous Industrial Market)
In Houston the swing is to
RADIO . . . and Radio in Houston
O?
Radio Ranch
Houston's 24 Hour Music and News
NAT'L REPS.-FORJOE AND CO.
IN HOUSTON, CALL DAVE MORRIS
JAckson 3-2581
o o
11 III WISH
Ban Seymour will leave his post as vice
president in charge of radio-tv programing and
production at Young & Rubicam 1 October to join
J. Walter Thompson as radio and television
vice president. During a radio-tv career that
goes back some 20 years Seymour has been a
performer, announcer, and producer. He was
with the Yankee Network from 1935 to 1936,
then a CBS announcer from 1936 to 1939,
over-lapping as a free-lance announcer for Y&R
from 1938 to 1950, when he joined the agency.
In 1953 he moved up to his present position.
Lawrence D'.Moise. vice president of Dancer-
Fitzgerald-Sample, New York, has taken on the
additional job of creative director heading up a
newly formed Creative Review Board. D-F-S has
had a Creative Committee for years but has
decided to intensify this activity. Says he: "Our
Creative Committee has had the planning respon-
sibility till now. This change reflects a broader
functioning by the board members. It will enable
us to tighten still further our regular, weekly re-
view of accounts and provide a constant check on
our thinking in creating campaigns."
Julia Brown has been named associate media
director of Compton Advertising. Formerly in
charge of media research at the agency, she
took part last spring in the timebuying seminars
held under the auspices of the Radio and Tele-
vision Executives Society (reported in Fall Facts
Issue of sponsor — 11 July), her subject: "What
does coverage cover?" Along with Miss Brown,
Maurice Sculfort, formerly head space buyer
for Compton, was also upped to associate
media director of the New York agency.
Gerhart D. H'iebe, research psychologist for
CBS Radio since 1946, has been appointed assist-
tant to the president of Columbia Broadcasting
System, Inc. Before joining CBS's research depart-
ment 13 years ago. he was a research associate in
the Bureau of Educational Research at Ohio
State University and served as a psychologist in
the armed forces. As an author Dr. Wiebe has
turned out numerous articles for professional and
trade journals and wrote the chapter on mass com-
munications in the textbook, "Fundamentals of Social
Psychology." He is president-elect of the
American Association for Public Opinion Research.
128
SPONSOR
..
vi to keep from getting lost
n NEW YORK and CHICAGO
Ever wonder whether Leo Burnett
was on North Michigan or South Worker." Ever
U orry as vou pulled out of Croud Central Station
how many important calls you forgot during your
three days in New York'/ It happens to the
best of us, at the ivorst times.
Next time you re in New York or Chicago make
very minute and rail count by using SPONSOR'S 1955
pocket-size, 16-page booklet titled -Radio and Ti
Directory of New York and Chicago." Here you'll
find names and addresses, by categories, of he)
advertisers, agencies, stations, networks, news
sen ires, representatives, TV film services, music and
transcription services, research firms, hotels.
airlines and railroads.
We'll be glad to send you a Radio and TI Directory
on request — with the compliments of SPO\ SOR.
PS. — Don't forget to call on
next time you're in town.
SPONSOR
THE 1/ IC iZINE R IDIO iND II ID) ERTISERS I SE
IfKD kirk it— th • MItmv Hill -
i Mil LGO — 161 r (.raiui • SI "9863
DALLAS II] s u.nl . sterling 3591
Ion UfCKLB •" - DM • MOlKunod '•
ADVERTISERS' INDEX
NEW CONSTRUCTION
AT FANTASTIC CLIP
IN WREN'S BACKYARD!
Just to give you an idea of the
booming Topelca market — take a
gander at these figures on con-
struction now underway in Shaw-
nee county alone:
Project
Cost
New Veteran's Hospital 2 1 -million
New State Office Building 9-million
Forbes Air Base Run-Way 10-million
Kansas Turnpike 8%-million*
'(Engineers estimate on Shawnee
County's share of 160-million total
for the turnpike)
Needless to say this leaves out "trifles"
like a new million and one-half dollar
parking lot, a 5-million dollar real estate
development by one private builder and
more than ten buildings in the under I-
million classl Why not ask your John E.
Pearson man for a really conclusive re-
port on the Topeka market, and why you
can't cover it effectively without WREN I
AIMS Group
A Ir Tra ils Group :
Alexander Film
A. T. .v- T
Broadcas t I nfo. Bun an
BM]
CBS TV Network 1
i >uMon< Laboratori js
SP( >NS( >l:
Sponsor Services ins-inn.
.\li < 'l.itiliy Broadcast n.f-*
Al i < 1 - < ',< nt in. iit I iroup
NBC Film
NBC Spc t Sales
Raeburn SI udios
Skyline Group
SRDS
Si.iiiman St itions
Y/ankee Network
102
CKLW, Detroit
KBET-TV, Sacram nto
KBIG, Hollywood
KRIS. Rakersfield
KBTV, Denver
KDUB-TV, Lubbock
KFAL, Fulti n. Mo.
KFJZ-TV, Fort Worth
KFWB, Lus Angeles
KGGF, Coffeyville, Kans.
KGUL-TV, Galveston _
KGVO, Missoula, Mont.
KKTV. Pueblo, Col.
KMBC, Kansas City
KMPC, Los Angeles
KXi'Z, Houston
KPHO-TV, Phoenix
KPOP, Los Angeles
KI'TV, Portland, Ore.
KRIZ, Phoenix 118,
KROD-TV, El Paso
CRON-TV, San Francisco
:sii-t\ . st. Louis .
:si>0. San Diego .
.SI.A-TY. Shreveport
CSTP, Minneapolis -—
KTBS-TV, Shrevepcrt
KTHS, Little Rock
KWKW, Pasadena -
12»;
5-32
74
121
1-7
116
12:.
123
33
I'u
-103
6-7
180
12(1
121
3
!•
7-72
127.
24
114
'.•7
11-
56
124
122
38
126
120
BC
85
128
[BC
72
99
122
116
117
11
in
7".
:,'.'
65
120
^
5000 WATTS • ABC
TOPEKA. KANSAS
VYAFB-TY, Baton Rouge
WAl'I, Birmingham __.
WBAM, Montgom ry
WI'.AY. Green Bay
WBEN'-TV, Buffalo
WBXS. Columbus, Ohio
WBRF.-TV. \\ llkes-Barre
WBTW, Florence, S. C.
WCHS-TV, Charleston, W. Va.
WCUE, Akron
WDBJ, Roanoke
WDEF, Chattanooga
WDIA, Memphis
WEHT-TV, Henderson, Ky. ...
WFBL, Syracuse
WGTO, Haines City. Fla.
WGT, Schenectady
W1IAS-TV, Louisville
WHBF, Rock Island. 111.
WHO. Des Moines
WILK-TV, Wilkes-Barre
WISH-TV, Indianapolis
WJR, Detroit
WKZO, Kalamazco
WLOL. Minneapolis
WLS, Chicago
WMAR-TV, Baltimore _
WMBD, Peoria
WAIT, Cedar Rapids
WNAC-TV, Boston
WNHC-TV, New Haven
WOLF, Syracuse
WOOD, Grand Rapids _ 80
WPTZ, Philadelphia 87
WREN, Topeka 130
WSBT-TV, South Bend 61
WSJS-TV, Winston-Salem 113
WSM, Nashville 122
WSOK, Nashville 126
WSYR, Syracuse 76-77
WTOP, Washington, I>. C 34
WTVR, Richmond IPC
WVET, R< Chester . 124
WWJ-TV, Detroit _ HI
WXEX-TV, Richmond 15
79
17
116
FC
14
92
12-13
35
107
123
125
73
105
122
91
62-63
88
16
11-
23
125
101
36-3 7
_____ 115
1 7
124
S6
112
119
9
XELO. Laredo, Texas
82-83
GORDO X GRAY
(Vice President)
Mutual Broadcasting System
I .
LIKE MOST
"Newsworthy"
BROADCASTS
EXECUTIVES
MR. GRAY'S
LATEST
BUSINESS
PORTRAIT j
IS BY...
Photographers to the Business Executii
565 Fifth Avenue, New York 17— PL 3-U
130
SPONSOR
■>
Agency and client •
behind closed doors •
chopping on the schedule •
your medium, your market
are mentioned • a question
is raised • the agency man
reaches for Standard Kate . . .
Brother, what a grand feeling to know thai
in a Service-Ad near your li-t intr.
For iti-' lull story on the values 1,161 media gel from their
Service-Ads, see Standard Rate's own Service-Ad in the
front of all SRDS monthly edition-: 01 I all a Standard Rate
Service-Salesman.
y,,,,,.. \ rdingtoa study of SUDS use mad. by National Analysts,
In... 8i' of all account men interviewed haw :*ki>- a^ailaM<■ at
meetings in clients' ol
TONIGHT
GRAND OLE OPRV
P.A.
picks a winner
and
packs them in!
Here's proof that Prince Albert's
Grand Ole Opry network show is
bigger, better, more popular than
ever!
Last July 2 the Opry played to the
biggest live audience of all time -
8,500 persons. And more than
12,000 additional applicants for
tickets had to be turned away.
For the first time in the Opry's 29-
year history, the entire house was
emptied in mid -show in order to
admit the thousands who were
standing in line outside hoping for
just a glimpse of the program.
The Opry has been a mainstay of
Prince Albert's advertising pro-
gram for the past 17 years, and the
record-breaking July 2 show is
further proof that P. A. picked a
winner
WSM
CLEAR CHANNEL-50,000 WATTS
650KC - NASHVILLE, TENNESSEE
Bob Cooper,
Sales Manager
John Blair Co.,
National Sales Representatives
132
SPONSOR
itrong radio set
sales in S. Gil.
Hi-fi, music arc
boost to fm
Tv expansion at
Official Films
Price cut on
CE transistors
Radios in 83%
of new autos
Post salutes
a tv outlet
Air-sold name
changeover
REPORT TO SPONSOR§ lor S September 1955
(Continued tntm |mj»;«- _•
Radio sets are outselling tv Get:; in 7 Souther:
to one, according to reports reaching Electric League l'rom :
distributors. Home and portable radios sold during July tot; .
27,973; automobile radios in new cars were <-•: ' L.700,
making radio total for month 59,673. Tv sets sold in July: 23,655.
-SR-
High-i'idelity trend and "mult iplex ;c" broad . lewed as major
shot in the arm for fm radio by NARTB executives. At recent Fm Com-
mittee meeting, chaired by KQFM's H. Quenton Cox, broadcasters told
of "increasingly vigorous interest in fm by public and m. ■ ness
of medium by sponsors. With "multiplexing" (different progr
simultaneously on one station's channel) due next summer, fm men are
also planning new round of huddles with Muzak-type licensing firms
for more fm music service.
-SR-
In their rapid growth, top film syndication firms have sprawled over
into other tv entertainment fields. Official Films now (1) sells
film programing at international, network, regional, and local levels;
(2) has subsidiary handling talent representation; (3) packages live
and film tv shows; and (4) has thriving merchandising license busi-
ness. Firm will soon double its sales force under Herman Rush, sales
v.p., and Herb Jaffe, executive v. p., and is looking for further
fields to explore.
-SR-
Watch for more "miniaturized" radios and portable record players.
General Electric has slashed prices of transistors, which can replace
vacuum tubes and are smaller from 15 to 50^. Prices became effective
Transistors now cost
"Wrist watch
1 September, represent second cut this year.
only slightly more than ordinary tubes in small radios.
radio" of fiction now comes within range of practical reality.
-SR-
More than 8 out of 10 cars leaving dealer showrooms today have radios
in them, reports RAB as result of multi-market study of 376 new car
agencies. Present estimate for nation of radio-equipped cars: 31 mil-
lion. Study, by Fact Finders, will be basis of new RAB presentation.
-SR-
Current "Satevepost" article spotlights operation of tv stations in
small video markets, shows how KDUB-TV (Lubbock, Tex.) has made home-
town hit with shows that find stray pets or help husbands with
alibis. Station was bellwether among outlets in markets under 200,000
population with President "Dub" Rogers fighting and winning uphill
battle to prove area could support station, article points out.
-SR-
Nationwide Insurance (life, auto, housing projects, security plans)
is using heavy spot radio-tv campaign in major markets to drum in
change of name from Farm Bureau, which it had for 29 years. Firm is
big believer in air advertising, owns Peoples Broadcasting Corp.
(WGAR, Cleveland; WRFD, Worthington ; WTTM, Trenton, WMMN, Fairmont).
Firm now has 3 million policies, expects further national expansion.
5 SEPTEMBER 1955
33
SPONSOR
SPEAKS^
The danger to national spot radio
I he newest evolutions of network
radio, notably, Monitor, are remark-
able for their programing ingenuity.
And millions of listeners are respond-
ing warmly to these welcome signs of
renewed network interest in radio (see
article on Monitor, page 39).
But accompanying programing prog-
ress is a trend that sponsor views with
mixed emotions. While we applaud
the successful efforts to improve and
expand radio network listening, we
deplore the inadvertent result: a fur-
ther undercutting of the already low
price structure of national spot radio.
Perhaps the networks don't see it
quite this way. But here is how the
threat shapes up to us.
When the NBC Radio affiliates meet
with the network early in September
one of the key subjects on the agenda
will be expansion of Monitor from
weekend to every-day operation. If this
comes about, and we think it will, the
competitive-to-spot commercial avail-
abilities on Monitor will be offered
throughout the week.
Competition is fine, but can individ-
ual stations compete'.'' It will be tough
competition, to say the least. Numer-
ous spot advertisers will be attracted
b\ the bargain rates — considerabh
less than individual stations can offer.
We are sympathetic to the problems
oi the networks and recognize that
their fresh efforts will bring new spon-
sor interest to radio. Their lot is not
easy. Their pricing structures are dic-
tated by what they think the traffic will
bear today. But as the prestige of net-
work radio improves the traffic may
bear more — yet it will be virtually im-
possible to boost severely-deflated
prices to what the medium is worth.
The fact is that all radio networks
compete for national spot business.
Thus the problem is broader than
NBC's Monitor.
And there are no easy solutions to
this problem. But sponsor believes
the following suggestions warrant con-
sideration.
1. The networks should operate on
the philosophy that national spot
has its special niche as an adver-
tising medium and nothing that
the networks do in their efforts
to get business is designed to in-
jure national spot or its pricing
structure. There should be de-
fined limits to network flexibility.
2. Networks should price with an
eye to increased network prestige
and value.
3. sponsor believes that the pres-
ent phase in radio networking is
only an evolutionary step towar!
program franchise services do
signed to \ ield the networks i
profit. If the networks agree.
might be better to take the con
plete step now rather than suffe(
through more years of unecc
nomical service during nlii
spot rates are impaired.
What is the advertiser's stake in all
this? If Monitor and other networl
sales plans based on extreme flexibilil
siphon off spot radio income from
tions to the point where they are bad!
hurt, the ability of the stations to invesi
in their own programing will bf
crippled. The advertiser who has use<i|
radio effectively land they are legion i
cannot be disinterested in this process
He wants radio to continue as the
strong, sales-productive medium it i~
meant to be.
* » *
Reminder 3: it's up to NARTB
At this writing three commercial re
search firms continue to indicate to
the trade that they plan county-ln
county tv set and coverage studies in
1956 ( sponsor, 22 August I . The ob\ i
ous solution to this impending research
muddle is emergence of one good
study, and one only.
NARTB has a promising studv
underway in its Cawl project. But
NARTB must I 1 I move fast I 2 l inak--
its intentions to move fast clear to all
( 3 I or leave the field clear for other?
with the hope that one industry-ac-
cepted formula will emerge. This it ha?
not yet done. Meanwhile the pressure
from admen to get an accurate set
count and coverage study mounts. It -
clearly up to NARTB at this point.
Applause
TvB's fast buildup
\\ ith the decision of NBC to join
Television Bureau of Advertising, tele-
vision's promotion arm is now as-
sured of half a million dollars in
revenue during its first year of opera-
tion. But TvB. under Oliver Treyz,
has already done a lot more than es-
tablish itself on a sound financial base.
These are some of the high points
in TvB's brief career as we see them.
• l\l>~ presentation to the sudsless
detergent manufacturers. It was based
on an original study made by Nielsen
for TvB which charted television
viewing among owners of automatic
washers. This kind of solid approach
to selling is of benefit to the bmers
as well as the sellers of television time.
The buyer wants honest facts.
• Launching of a second major
study designed to provide facts of vital
interest to the automotive industry .
• TvB's direct sales results, includ-
ing its important part in persuading
Philip Morris to launch a heavy spot
tv campaign after it dropped out of
network television.
In the offing is still another major
accomplishment. TvB is seeking to
work out an arrangement for regular
publication of spot tv expenditure* of
all advertisers I story page 42 1 .
Achievement of this goal, which SPON-
SOR has long considered essential and
campaigned for incessently in a series
of articles and editorials, will add an
important victor) to TvBs string.
134
SPONSOR
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>HO-T • • " " * 30.5%
Network Station A- ■ ' 2i.5%
Ne^ork Station B. . l3.5%
Network Station C ■
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MEREDITH £W& W lelevM** S TAT IONS
lli'llrr Homes ami Gardens ^Successful Farming
a e a z i n e s
H,e 9r0t? tb ABC
ml
&
c^i
KMBC-TV
The man who said "build a better mousetrap etc." wasn't kiddil
Ever since we announced our new ABC-TV affiliation to bell
fective Sept. 28-and plans for our new "Big Time Daytime"
programming— time buyers have not only beat a path to our d ir
. . they've darn near beat down the door requesting availabilit I
The first four weeks after our announcement we had the bigg ,\
upsurge of spot business in our history— gratifying proof t .t
dynamic, imaginative programming is the number-one ».
mand of the nation's TV advertisers!
The new ABC evening line-up of such fresh, stimulat g
shows as Mickey Mouse Club, Warner Brothers Preserj,
MGM Parade, Wyatt Earp, Bishop Sheen, Wednescy
Night Fights and Disneyland (plus the older ABC-TV n -
work favorites) will be preceded by a "Big Time Daytin
schedule that's a sponsor's dream.
Now, for the first time in Kansas City, you have fie -
bility of format that allows any type of commercl
handling you desire! You can assume complete sp -
sorship of high-rated station-produced shows . . .of fi>
syndicated film shows... or you can buy filmed minu-
participations... schedule live commercials, demonst •
tions, sampling or audience -participation testir
nials . . . utilize station breaks or IDs in saturat
schedules. See your Free & Peters Colonel for detai
You ask for it, we'll deliver it — to the farth
reaches of the Kansas City trading area from o j
1,079-foot tower (tallest in the area) and 3l6j.
watts of power. Hope we'll be ABCing you
Channel 9 this fall!
KMBC-TV
Kansas City's Most Powerful TV Static
m
DON Mm. I t'rtudtnt
JOMH ICMlwa. Vtct I'miJcnt and Gtntral Manager
tt OMf MOOJNS. '■ -■"'<•• Manager
And 'RCKFRM Te<
V ) B« Jin the Heart of Amen
KMBC a/ Kansas C
KFRM ^ot the State of Kansas
+■
ic radio and tv advertisers use
19 SEPTEMBER 1955
50< per copy»s8 per year
aid the only way
o each them is with
over spot radio plans
Radio helps boost
LA, Buick dealer
1,000% in 3 years
page 44
OVERS THE "GOLDEN MARKET" OF 1,230,724 NEGROES —
NI\RLY 1/1 OTH OF AMERICA'S TOTAL NEGRO POPULATION!
NEGRO RADIO
SECTION: 1955
starts page 107
Nielsen Circulation in Baltimore City and County!
W-I-T-H's weekly audience in the highly con-
centrated City and County of Baltimore is
230,530 families — more than any other station
in town !
When you combine this big audience with
W-I-T-H's low, low rates, you get the lowest
cost-per-thousand of any advertising medium in
Baltimore. Let your Forjoe man give you the
whole story !
IN BALTIMORE THE BIG BUY IS
Tom Tinsley, President R. C. Embry, Vice-President
Represented by Forjoe & Co.
Film marriage:
TPA, Cems
Autos top web
tv spending
Monitor" NBC's
position
Monitor": the
opposition view
Radio at
cross-roads
Merger of 2 of biggest firms in film syndicat ion — S it-m^ and
Television Programs of America — is now a fact. Result oi' corporate
blend will be new giant in movies-f or-video field. Toget: . rms
have 10 shows on networks, another 9 in straight syndication. Scr
Gems had edge in production facilities (it's a Columbia Pictu:
subsidiary) ; TPA had bigger sales force. Deal was preceded by
smoke screen of denials.
-SR-
Auto production records for 1954 insure continued heavy web tv spend-
ing by car makers. While September production will be low as all car
makers make changeover for 1956 models, 1955 production has already
passed total for all of 1954. SPONSOR figures on network tv show
costs (see article page 34), reveal that of 6 biggest nighttime pro-
gram spenders, 3 (GM, Ford, Chrysler) are auto manufacturers. Out-
pacing P&G as top spender is GM with a total of 311.3 million budg-
eted for nighttime web tv programing costs alone for 1955-56 season.
Ford is fourth with $7.5 million, Chrysler sixth with $6 million.
-SR-
Issue of whether extension of NBC Radio "Monitor" is healthful for
stations centers around do llars-and- cents, not programing philosophy,
SPONSOR checkup among NBC affiliates indicates. NBC position was
summed up by Pat Weaver at recent affiliates meeting in New York in
these words: "Network and spot are used for different purposes. .. The
network is used by advertiser who wants over-all national circulation,
Spot is used for regional or selected market campaigns. .. 'Monitor '
has not drawn off spot business, but has created new spot business
for many stations."
-SR-
Opponents of "Monitor" extension among stations contend (1) many spot
campaigns today are national; (2) "Monitor" price structure is so low
even spot advertiser using only 25 markets will be able to buy whole
NBC network via "Monitor" for price of 25-market campaign. (3) "Moni-
tor" and other network sales plans which resemble spot buys have
siphoned off accounts which would otherwise be in spot radio. Target
date for extension of "Monitor" to weekdays is 7 November with sta-
tions to signify plans on carrying new programing individually.
-SR-
Concern of radio stations over competition with network radio for
announcement schedules is dramatized by NBC "Monitor" extension.
But problem and debate is industrywide with each of networks selling
own form of announcements. CBS Radio meeting in Detroit, while
not built around announcement of new flexible selling plans,
featured plenty of behind scenes discussion among affiliates about
direction radio should travel. Five-minute segmentation of strip
shows is newest CBS flexible selling approach.
INSOR Volume 9. No. 19 - Published biweekly bj sponsor PnbUeatl •■ Inc. Executive. Editorial. AfJrertislmr. Clrculati™ Ofl
k '" •' ■ >' ! i' 311(1 Eliu Are.. Baltimore, Mil. $S ■ year in I" S 19 elsewhere. Ente e.1 n second clas« matter 29 Jan. 19IS at Balti-
REPORT TO si 'ON SO US for 19 September 1955
Spot tv $
figures coming
British land on
American tv
No film flood
seen in tv
Quiz shows need
more than money
Will wired fee
tv win out?
Urges more air
merchandising
Look for announcement within month of TvB's intention to publish
dollar figures on spot. First mention of development came in last
issue of SPONSOR (see "Is the iron curtain on tv $ figures lifting?"
5 September 1955). SPONSOR story disclosed following would be made
public: (1) dollar figures on all spot tv clients annually, (2)
dollar figures on spot tv product categories annually, (3) dollar
figures on top spot tv clients quarterly as well as total number of
spot tv users.
-SR-
Made-in-Britain label was rarely heard on American radio shows ; tv
changed that. Biggest feature deals in past 6 months have all in-
volved British pictures (NTA and /.BC TV packages, NBC TV's "Constant
Husband," etc.) and British-produced series are edging into syndi-
cated market (Official's "Robin Hcod" and "Scarlet Pimpernel").
With program packaging booming in England due to start of commercial
video this week, 22 September, watch for more English accents on
U.S. television.
-SR-
Don't expect to see flood of pre-1948 Hollywood features in 16mm.
size coming to tv as result of anti-trust consent judgment of U.S.
against Republic Pictures. Film tuyers point out that most of Repub-
lic's pre-1948 films are already available to tv through picture
firm's own tv subsidiary, and via MCA-TV. Republic move is seen as
mostly getting off the hook with theatrical exhibitors. Other 9
defendants, as a WOR-TV executive put it, "are likely to sit on
their film cans. "
-SR-
Money alone cannot build big audience for quiz show. This is
consensus among experts questioned by SPONSOR on whether big prizes
like those on "The $64,000 Questicn" insure big audience for a tv
quiz show. (See "Sponsor Asks," page 58.) Marc Goodson of Goodson-
Todman Productions — which specializes in packaging quiz shows —
says money adds to the excitement of "The $64,000 Question," "But
the way it is handled makes for ev en greater excitement."
-£R-
Claim by Jerrold Electronics Corp. that scrambled pay-tv signals
can be "broken" — meaning they can be received without payment — could
turn entire fee tv controversy on its head. Jerrold has wired sub-
scription tv system. Significance of this is that FCC jurisdiction
does not cover programs sent by wire. Jerrold has asked FCC to
turn thumbs down on fee tv, offered to prove via tests on WCAU-TV,
Philadelphia, that it can unscramble fee tv image. This would indi-
cate possibility of widespread "bcotlegging" by homeowner.
-£R-
Local dealers often don't use radio-tv commercials supplied free by
national advertiser because advertiser doesn't push merchandising
follow-through, according to Burt Harris, v. p., Television and Special
Services. Manufacturer should follow up offering of commercials with
integrated campaign to give maximum sales impact at point-of-sale,
he said. Harris formerly carried out integrated merchandising aid
to retailers while at Bulova, offers similar service at TSS.
(Sponsor Reports continues page 159)
SPONSOR
More
LOCAL
and More
NATIONAL
Advertisers use
WPEN
than any other station i_n
Philadelphia*
*Latest B.A.R. Reports, Inc. Represented Nationally by GillPerna
9 SEPTEMBER 1955
the magazine radio and tv
advertisers use
ARTICLES
II lii/ SPOT is booming
Saturation buying is the keynote in both spot radio and tv, new clients are
rushing in. SPONSOR'S survey reveals fall 1955 approaches to both media
How to get salesmen exeited over spot radio
Midwest regional brewer dramatized extensive coverage of 26-week drive for
ale with series of speeches embracing facts, figures, gimmicks
Are package goods taking a back seat in night tv?
With $IOO,000-plus net shows in the ascendency, auto and appliance advertisers
seem to be showing the way
Tfie indnstrg's personnel pool
Having trouble finding the right man for the job? Chances are the RTES'
Listening Post committee has already tracked him down
Radio helps build world's biggest Buick ageneg
Los Angeles car dealer increased sales tenfold in three years, now sells some
500 new cars a month. Strategy: Dominate your medium
29
32
34
42
44
NEGRO RADIO SECTION
starts page 107
1. ]\egro Ratlio: Hit-and-miss sales pattern
Acceptance by top-level admen is growing, but local and regional clients
still outnumber national sponsors as much as 30-to-l
2. Birth of a sale
What is a Negro radio rep up against when he makes a pitch to a lop-level
timebuyer? SPONSOR'S imaginative one-act drama gives some of the answers
3. Negro Radio: Over 600 stations strong todag
Negro-slanted shows are aired in 39 of the 48 states and cover some 3.5 million
Negro homes
More than a dozen "case histories" in story dramatize the sales power of Negro-
slanted air medium during the 1955 season
4. ISegro radio resnlts
More than a dozen "case histories" in
slanted air medium during the 1955
5. Basic facts about ISegro Radio's size
Data on size of markets, buying power, saturation; tips on buying, with a list of
major advertisers using Negro outlets, plus a cross-section list of stations
COMING
108
IJO
112
111
117
DEPARTMENTS
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, Bruce Enderv :
SPONSOR BACKSTAGE
FILM NOTES
P. S.
RADIO RESULTS
SPONSOR ASKS
AGENCY PROFILE, Rosser Re*
ROUND-UP
NEW TV STATIONS
TV COMPARAGRAPH
NEWSMAKERS
SPONSOR SPEAKS
.
Editor and President: Norman !
Secretary-Treasurer: Elaine
Vice President-Genl. Manager:
Vice Pres.-Advg. Director: Jacct
Editorial Director: Miles David
Managing Editor: Alvin M. Ha*"
Senior Editors: Charles Sinclair.
Associate Editor: Evelyn Konrad
Assistant Editor: Ed Feld~
Contributing Editors: Bob Forerr;
Editorial Assistant: Florence Erre m
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (Weste I
Edwin D. Cooper, (Southwest M. oe
M. Giellerup, (Midwest Mana •)
Alpert, (Production Manager) Ji<
chok, Charles L. Nash, Georq;
Circulation Department: Eve
scription Manager), Emily C
Kahn, Minerva Mitchell
Office Manager: Catherine
Readers' Service: Augusta B. S'e ■
Accounting Department: Eva
Lillian Paul
Secretary to Publisher: H
lion- HXM fared tico months after tv test
Followup article to SPONSOR'S series on the Burnham & Morrill test of tv
tells what happened to sales in second month after tv campaign ended 3 twCt.
11 Kiiicii on the air
A roundup report on America's air saleswomen. Their techniques, their tips,
their problems. Based on a survey of AWRT members over the U. S. 3 Ol't.
Published biweekly by SPONSOR PUBLIC '•
combined with TV. Executive. Editorial •'
Advertising Offices' 40 E. 49th -
New York 17. N Y Telephone: MVrnB
Chicago Office: 161 E GraJi I
l.os Angeles Office
l'h ne: Hollywood 4-8089. Dallas Office. I •
St. Phor.e STerllng 3591. Printing Of- J
Ave. Baltimore 11. Md. Subsci Iptionj : «■
$s a year Canada and foreign $9. »■ ,
Printed in U.S.A. Address all corns: *
E. 49th St.. New York IT. N Y W™$*
Copyright 1955. SPONSOR PUBLICATH
I
&v
This ^
*«*":v:;."»
?W.'
K*l"'
Mott
i i Paso
EL P*S°
teeners **■
Hoop l '
all °lhcl
,l.ll>'<
first in Dallas » *"
and V«>\-'
N I v,! '
WitiT — -;;;,
<-:;:::,:::-
**°l r;::> *-
Firsts I* ,n
,A0 TV MONROE
^OB .stnaUdtytcU '
station.
.» Tl EL p*s°
*'" ' ,- - "'
c hann<
Wtsented by H-R Television, Inc. aud H-R Representatives, Inc.
19 SEPTEMBER 1955
ihe Greatest Hero
I
«
t)le immortal ctesic
'JOIBRIIB « *
Goring
Starring "»*" '-;of stoge and scree*
produced by
. . -j ku millions «n
kn,v»n and .oved ^ ro'raa.o ond N.
* bookVw . n-^ °°*°
on ■ *
<$&
i i
NCE!
II
BBi
iitorical Fiction comes to TV!
Magnificent /Costume- Action
39 First- Run j half- hour programs
7
Phone, Wire or Write . . . Now I
FICI
FILMS
I
25 West 45th St., New York
Plaza 7-0100
WIEDY !
^
A
OFFICIAL FILMS, INC. Dcpt s
Gentlemen: l am m'^'eited in further Jetoili of yoor loteit
teTextion Wfl. "TKe AlMMlim ©* The Warief P.meernel
□ Pleoie hove row representative call on me.
C Pleo»e mail me full de'oJi
NAME
TITIE
COMPANY _
ADDRESS _
CITY
Only
are powerful enough
and popular enough
to register audiences
in radio survey ratings
of both Los Angeles and
San Diego.
Of these top four,
KBIG is
• #1 In San Diego
• —3 In Los Angeles
• the only independent
• the least expensive
• the lowest cost per
thousand listeners
Any KBIG or Robert
Meeker Account Execu-
tive will show you the
documents.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
Ed Semel, Compton. \ew York, sees several
significant trends in spot tv buying this jail.
"Mostly they're the result oj the tight nighttime
situation." he explains. "But they're ftartly due to
strong network programing in mornings and at
late night. Clients are less insistent upon Class A
time only, because they find that the cost of
daytime and late night frequently compensates
for any drop in audience. There's also a trend
toward buying tv like radio today — that is, in short
waves of high frequency. Radio, too, is coming
into focus this season, because it's providing
cheaper circulation than other media, and because
certain types of clients, like cold remedies and
cars, need to saturate markets. '
Doris Gould, Moselle & Eisen, New York, feels
that imagination is an essential to good time buying
in the tight tv markets this year. "Of course we
continue to use ratings and set counts as guides,"
says she. "But we've learned to look for the specific
audience segment we're seeking in some strange
places. For example, everyone knows that you can
reach kids with participations in, and adjacencies
near, the late-afternoon and Saturday-morning kid-
programing blocks. But I've got a hunch that
there's a sizable and hitherto ignored kid audience
that watches special events like sports telecasts,
particularly with their parents. Tv is far too tight
and too expensive today to be bought strictly by the
book: sometimes figures and hunches can pay off.
Brendon Baldwin, Kenyon & Eckhardt, New
York, also sees a resurgent interest in radio.
"There's no new pattern in our buying of radio,"
he says. "But the stress is upon cumulative audiences
and, therefore, high frequencies with a wider spread
in the time periods bought is the order of the day.
Spot is a top media tool. More advertisers realize
this than ever before. If here radio's concerned
we're using spot especially out of metropolitan
areas, since radio gets out from the base market at
low cost. There seems also to be more interest
in nighttime radio, because it is now adjusted to a
definite sets-in-use level. Tv has expanded to the
point where its available to 9.">r; of the country, so
the relationship between radio and tv is stabilized."
SPONSOR
y*. Cap«*c
Market^
We Have
Our Own
"Iron Curtain"
We don't purposely jam
other signals, but then we
are surrounded by 7,000 to
9,000 ft. mountains — natural
physical barriers to outside
radio and TV penelration.
And that's important,
considering the fact that
5000 watt KPQ, with ABC-
NBC affiliations, covers this
entire rich agricultural and
industrial area — a tremen-
dously valuable secondary
market.
Right now, our per capita
income and sales perform-
ance figures are well above
national average . . . and
growth potential is un-
matched, thanks to the Co-
lumbia River Dam system
with its low cost hydro-pow-
er and its irrigation waters
which will open up thou-
sands of new farms.
If you want advertising
results, pick KPQ Wenat-
chee . . . THE CENTER
OF GROWING WASH-
INGTON STATE.
5000 WATT!
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash
NATIONAL REPRESENTATIVES
Forjoc and Co., Incorporated
One of the Big 6 Forjoe Represented
Stations of Washington
by Bob Foreman
Memo to a print~prone account executive
To: Mr. Crary
From: Mr. Foreman
I don't know whether you are one of those account execu-
tives who encourages loyalty among the employees of our
various hard-working service departments. But if you are,
I am seeking to get a free tube of your shaving cream, which.
I understand from friends, as well as our advertising, is a
fine product.
To: Mr. Foreman
From: Mr. Crary
Let me be the last to discourage loyalty among our em-
ployees. However, you evidently do not seem to understand
how our business works and therefore how you can best
express your loyalty to the agency as wTell as its clients. I
will endeavor to explain.
We expend dollars, many millions of them in the course
of the year, for various companies who hope that the type
of advertisements we prepare for this money will sell many
more millions of dollars worth of their products than they
spent to advertise same.
If, on the other hand, we give away these products we do
nothing either to improve the financial status of our client-
or to prove the virtues of the advertisements they have run
via us.
Thus a more valuable expression of employee loyalty
would be your going out and buying a tube of our shaving
cream. I realize this is a radical concept but suggest that
you consider it seriously.
To: Mr. .Crary
From: Mr. Foreman
I am indeed in your debt for the interesting monologue
on how advertising works. It is gratifying to learn that you
understand at least the rudiments of the business.
Since you have shown such a grasp of surface facts, I
thought perhaps I would follow up your memo with some
real substance.
First, I did not, I must admit, realize from those handbills
you are running that you are actually attempting to sell
shaving cream. I never fathomed, from those squares of
white space which the boys on the 11th floor cleverly organ-
(Please turn to page 56)
10
SPONSOR
Filmed entirely and
exclusively with
WSM-TV talent!
Filmed entirely in
Nashville.Tennessee
WSM FOLK STARS . . .
. . . SCORE AGAIN AS .
. . . SHOWMEN TO A NATION
What better proof could you find of
WSM-TV's stature as one of America's
top television stations?
The 29-year popularity record of WSM's
Grand Ole Opry . . . and the audience re-
sponse to "Opry Matinee", "R. F. D.
Nashville", and other WSM-TV shows
featuring Opry Stars made a deep
impression on several large television film
companies. One of the largest of these,
Flamingo Films, Inc., sent a camera crew
to Nashville to film on the spot a com-
plete 52-week series of half-hour Opry
shows for television.
Although only recently released, "Stars
of the Grand Ole Opry" has already been
sold in 70 markets. Among the top-rank
sponsors: Pillsbury Mills, Borden, J. I.
Case Tractor Co., Martha White Mills.
Ford dealers, Hotpoint dealers, and a
division of Swift and Company.
For further proof that WSM-TV is
"clearly Nashville's No. 1 TV station"
contact WSM-TV's Irving Waugh or
your nearest Petry Man.
<
19 SEPTEMBER 1955
11
THE
STORY IN PORTLAND, OREGON
ALL PORTLAND
IS WATCHING
Channel
The Pacific Northwest Station
with the PUNCH that bears watching ! /
PROGRAMMING SOCK that delivers the
audience! ABC's imposing line-up of shows is
backed up by fan-winning local programming.
MARKETING SOCK that delivers one of top 25
metropolitan markets of Sales Management's
denned 233 national markets. Persuasive, profit-
able hard-sell, with proved power to move mer-
chandise, champions every advertiser.
Represented Nationally by GEORGE P. HOU.INGBERY CO.
New York • Atlanta • Chicago * San Francisco • Los Angeles
12
SPONSOR
MAXIMUM
POWER
100.000
MADISON
ITONSOR invites letters In the editor.
Address 40 E. 49 St., New York 17.
TV SET COUNT
Your excellent article in the 22 \u-
giisl issue on i\ Bel counts points up
an exasperating dilemma which, I am
sure, will plague all timebuyers until
someone comes up with an answer.
\- the article Btates, you can pro-
ject the out-dated Nielsen stud} jusl
so many times . ■ • then you wake up
and realize that it's three years later
and you're reall) in trouble. Your
client is vitallj interested in a county*
by-count] t\ set count that is eurrent
and aceurate — and there just ain't no
such animal. So you tr\ to explain
. . . you make excuses, \"ii do a l<u
projections and then you arrive at an
"educated" guess for the particular
areas that you are. studying. Mean-
while, the client i who is very much
aware of the gross costs in television)
is wondering what is wrong with his
| ageiu \ or what is wrong with the tele-
\ ision industry.
I firmly believe that two factors di-
vert money that could be spent in tv
into other media. One is this much-
discussed lack of information on set
counts and the other is the time-con-
suming aspect of tv buying. I feel that
accurate information would correct
the former and that standardized
availability sheets and other similar
improvements would go a long way
toward correcting the latter. Anyone
who is now hard at work trying to
correct either problem certainly gets
m\ \ote.
George Antiiom
Media Director
Stromberger, La Vene &
McKenzie, Advertising
Los Angeles
SPOT FIGURES
Regarding your campaign to bring
spot billings into the open, may I 9a]
that this is perhaps the most impor-
tant project being fostered 1>\ an)
magazine in the industry. The present
favorable situation in spot is the re-
sult of smart thinking on the part of
so manv major advertisers and I am
Charlie Davis
"Alabama Star Time"
I I am to 2 pm, Monday-Friday
Stars Sell on
Alabama s
greatest RADIO station
19 SEPTEMBER 1955
Birmingham
Charlie Davis is genial host to 3
hours of recorded music, interspersed
with news, weather, comment, and a
popular new feature, "Lucky House
Number." His easy manner and ex-
cellent choice of platters (Charlie is
a musician himself) lighten the home
makers' tasks . . . keep 'em tuning in
each weekday, keep 'em listening
while they sweep!
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy hearing
Represented by
John Blair & Co
Southeasttm Repretentathc:
Harry Cummings
13
W (GT(D) TAKES A B/G
10,000 WATTS AT 540 KC 1
Sells 27 FLORIDA MARKETS
FROM THE GULF TO OCEAN-
GAINESVILLE TO OKEECHOBEE
Market Information
Population
Radio Homes
Effective Buying Income
Retail Sales
Food Sales
General Merchandise
Furniture-Household
Automotive Sales
Drug Sales
Gross Cash Farm Income
1,384,000
456,630
$1,869,606,000
1,347,875,000
328,473,000
133,811,000
75,230,000
255,985,000
50,868,000
449,262,000
SOURCES: Radio Homes, SRDS' 7955 "Consumer Markets";
All other categories, Sales Management's 7955
"Survey of Buying Power."
from Gulf To Ocean
Gainesville To Okeechobee
WCGTFO
10,000 WATTS 540 KC
OWNED AND OPERATED BY KWK INCORPORATED, ST. L0UIJ
&ITE OF FLORIDA
ST. PETERSBURG
wire, write
or phone 6-2621
aines Citv, Florida
W-GTO
IN HOLLYWOOD THIS FALL...
DON'T LET YOUR CLIENTS "COOL'
PLACE THEM ON THE SUNNYSIDE OF SALES
WITH
CHANNEL
KABC-TV
V _ •
the station with /jfg
* X
40 E. 49TH
^Continued from page 13)
sure this happy situation will be im-
proved through such efforts as yours
and ours.
Thomas B. McFadden
Vice President
NBC
GROWN-UP
Back about three years ago I sub-
scribed to SPONSOR because I wanted
to see how you were doing for a rela-
tively young magazine. I followed it
for a year.
Lin Pattee, Broadcast Music, Inc..
a brother-in-law of mine, was at the
house last week and told me that spon-
sor has cut quite a niche for itself
among radio-tv people and showed me
a current issue.
So-oo, I'd like to subscribe again.
Principally so we here at New Eng-
land Printer and Lithographer can
study what you're doing and see what
ideas and inspiration we can pick up.
Check for S8 enclosed.
Thomas J. Tierney
Publisher
New England Printer &
Lithographer
OMNIBUS COST
I notice that the rundown of spon-
sored network tv programs in your
5 September issue lists SIT. 500 as the
program cost of participations in
Omnibus.
This figure, which includes agency
commission, has been the price over
the past two seasons but is not correct
for the series starting 9 October. Both
Scott Paper Company and Aluminum
Ltd. have season contracts at the new
price of 819,800.
To extend the unusual advantages of
Omnibus sponsorship to a larger
number and variety of advertiser, not
all of whom can spend seven figures
in television, we and CBS TV have
established a sliding scale of program
prices, ranging from §19,800 for 13 or
more participations up to S22.500 for
as few as three.
George M. Benson
Tv-Radio Workshop
Ford Foundation
Sew York
16
{Please turn to page 102)
SPONSOR
CHA
el a
WISH-TV
INDIANAPOLIS
1,000 FOOT TOWER
316,000 WATTS
SEE THE
BOLLING COMPANY
FOR
AVAILABILITIES
the most popular programs
in the Indianapolis area
are now on Vw II S H - 1 w
19 SEPTEMBER 1955
17
All 3 See
EYE-TO-EYE-TO-EYE
No matter who asks the question . . .
KO WH is the ^swer in OMAHA
52.6% ! That's the average share of audience Hooper (July- August gives
KOWH. Latest Pulse for Omaha-Council Bluffs gives KOWH top spot iu
every time period. Ditto Trendex. KOWH has placed first in audience year
after year . . . gradually increasing its first-place dominance, until now
KOWH is first in every time period of every survey in the Omaha market.
.Mill-Continent ideas, programming and excitement plus good (66 KC) cover-
age are doing a fine job for national and local advertisers. So no matter
which rating service you swear by, you can feel secure with KOWH because
all 3 see eye-to-eye-to-eye. Chat with the H-R man. or KOWH General
Manager Virgil Sharpe.
*m
KOWH
OMAHA
CONTINENT BROADCASTING COMPANY
President: Todd Stori
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps, Inc.
18
SPONSOR
\eiv and renew
19 SEPTEMBER 1955
\
m
1 New on Radio Networks
AGENCY
SPONSOR
» Horn* NY
Home. NY
Citruv Ijkl.md. Fla
Labs St Louis
& Myers. NY
ch Pharmacal. Norwich, NY
Irewing. Chi
, NY
Mkrftf Broi. Denver ■ S.imsonitc
I pal
| » dnui City
Y&R. NY
Y&R. NY
Benton & Bowles. NY
Benton & Bowles. NY
Cunningham & Walsh NY
Benton & Bowles. NY
Warwick & Lcglcr, NY
Norman, Craig & Kummcl,
NY
Crcy Adv. NY
BBDO. NY
STATIONS
CBS 204
CBS 45
MBS 500
MBS 500
KNX CPRN
MBS 500
ABC 350
CBS 204
NBC 198
MBS 35
23
PROGRAM, time, start, duration
Arthur Godfrey T eviry Ith F 10:30-1045 jm
30 Aug; 26 wks
Calcn Drake M F ^ 4 05 pm : 3 Oct; 26 wks
Storytimc. pjrtic M II 05-11 30 am; 19 Sept
Storytimc; partic M II 05-11 30 am. 19 Sept
Harry Babbitt Show, alt T Th & M W. F 7:45-8
am PDT; 13 Sept; 52 wks
Storytimc; partic M 11:05-11 30 am; 19 Sept
Marcuno Moore World Title Bout. 20 Sept 10 30
pm
The S64.000 Question; T 10-10:30 pm ; 4 Oct. 52
wks
Samsonitc Travel Bureau; W 9:55-10 pm; 28 Sept:
52 wks
Walter Winchcll: Sun 6 6 15 pm; II Sept; 52 wks
2 Renewed on Radio Networks
SPONSOR
i| Milling Co. LA. for Friskies
II Chalmers Mfg. Milw
to Home Products. NY
■ Curtition. LA
« n NY
' ty Razor. Boston
1 Co. NY. for Old Cold
AGENCY
Erwin. Wasey & Co. LA
Bert S. Cittins Adv. Milw
SSC&B. NY
BBDO. NY
Crcy Adv. NY
Maxon. Inc. Dctr
Lenncn 0 Newell. NY
STATIONS
KNX-CPRN 23
NBC 196
MBS 500
NBC 197
NBC 197
NBC 194
CBS 204
PROGRAM, time, start, duration
CBS-NEWS Room-Sunday Desk; <co) Sun 530-6
pm PDT 28 Aug. 52 wks
National Farm & Home Hour: Sat 12-12:30 pm;
3 Sept; 52 wks
Gabriel Hcattcr; M. W. F 7:30-7 45 pm : 12 Sept:
52 wks
Fibber McCce & Molly: W 10-10 15 pm; 31 Aug
3 wks
Dr Norman Vincent Pealc; M-F 10-10:15 am: 30
Oct; 8 wks
C'lvacade of Sports: F from 10 pm: 26 Aug
54 wks
Two for the Money; Sun 8:30-9 pm; mew time,
started 11 SepM ; 2 Oct; 52 wks
William R
Wyatt 13
Arthur |.
Underwood '31
3 Broadcast Industry Executives
Benjamin C.
Bowk
NAME
•> Agostino
■lap
• n Abrams
ft W. Behnke
W :n | Boorom
■ am C. Bowkcr
■ es Birabcn
i Blechta
tin Clark Bill'
• ts L. 'Chuck i
■'»
l,K Butler
CBuzzclli
1 Clhn
fc Callahan
- Pat' Campbell
* |. Carter
* M. Chown
* Chris
nsrenscn
»* Colic
• am B Colvin
•am Connelly
8 Craig
■ L Dennis
Jf" I Dunning
6 Ellerman
FORMER AFFILIATION
NEW AFFILIATION
WBAD. NY. director of press, promotion & special events
KHQ. Spokane
NBC Net Sales. NY
NBC TV. NY. net sales development
MPTv. sales mgr. eastern div
RAB. NY. asst dir of local promotion
own p.r. firm. Toledo
WINS. NY. sales
AC Nielsen. NY, vp
KTRH. Houston, comml mgr
AS Black Adv. vp in chg r-tv
KEX. Porltand. promotion mgr
AC Nielsen. NY. client service exec
WBC. NY. natl promotion statf
Avery-Knodel. LA
WLWC-TV. Columbus, acct exec
WHLM. Bloomsbcrg. Pa. parttime sales
Adam Young NY. in chg of sales development & promo-
tion
W'R. Dctr. asst prog mgr
KEX. Portland, continuity director
WWI-TV, Detr. sales staff
Avco Mfg. NY. director of sales promotion, sales training
W'NS-TV. Pittsburgh, acct exec
Reuben H. Donnelley. Cinn. salesman
Trlerad. Pueblo, sales director
BBDO NY. radio adv for Lucky Strike
WBBC. Flint, sales mgr
Same, director of programs
KXLY 'TV'. Spokane, sales mgr
Edward Petry. NY, acct exec
Telepromptcr. NY
Edward Petry. NY, acct exec
Same, director of local promotion
Allen B DuMont Labs. Clifton, publ relations mgr
Same, asst to vp and gen mgr
Same, NSI. NY. eastern division mgr
Same, asst mgr in chg sales
KTRH. Houston, mgr
WBZ-WBZA. Boston adv & sales promotion mgr
Same, acct exec
KDKA, Pittsburgh asst promotion mgr
Pulse. LA. hd of LA office
KDUB-TV. Lubbock, sales rep
Same, sales mgr
Edward Petry. NY. sales development
WGY Schenectady, mgr of programs
Same, adv & sales prom mgr
Same, natl sales mgr
TvB, NY, sales promotion dept
MCA-TV. Pittsburgh sales staff
WKRC-TV, Cm. sales dept
Same, also coordinator of KCS| TV
CBS. NY, net program supvr
WWTV. Cadillac, sales m;r
Charles L.
Burrow I3I
In next issue: ^etc and Renetced on Television (Network)} Advertising Agency Pertonnek Change* $
Sponsor Personnel Changes} Station Change* (rep*, network, power); i^mr> tppointmentt
Chris
Chnstenstn (3)
19 SEPTEMBER 1955
19 SEPTEMBER 1955
\eir and renew
L. W. (Lew)
Reynolds 13)
Bright 13)
Donald
Tykeson (3)
Albert B.
Shepard 13)
Ray P.
Jordan (3)
John
Harkrader (3)
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Frank Elliot. |r.
WCAU-TV, Phila. director of sales development
CBS TV Spot Sales, NY, director of sales devc
■ni
Dom Farrell
US Printing 6 Lithographing, sales
WLW, Cin, sales staff
Bob Flanigan
NBC Spot Sales, Chi
WOV, NY, sales staff
Irving Oilman
Institute for Motivational Research, Croton, NY, director
of special projects
Same, vp in chg business, admin & publ rels
Thomas Y. Corman
CBS Radio Spot Sales. NY
WEEI, Boston, gen sales mgr
Charles H. Creen
Doyle Dane Bernbach, prod mgr. r-tv dept
Ceorge Blake Enterprises. NY, acct-exec
Robert Creenberg
MCA-TV, vp in chg western stn sales
Same. Beverly Hills, western sales mgr
Del Greenwood
On the Air-lnc, promotion & publ service dir
WEHT. WEOA. Evansville. sales development
:C*
Charles W. Crinnell
WSKI, Montpelier, Vt, mgr
WCAX. Burlington, stn mgr
Johr. Harkrader
WDB|, Roanoke, comml mgr
Same, asst managing director of broadcast ope
Robert S. Harrison, Jr.
WAYZ. Waynesboro. Pa
WBFD, Bedford, Pa, mgr
John Henry
KCSJ-TV, Pueblo, sales staff
Same, sales mgr
Emmett J. Heerdt, Jr.
WEEI, Boston, sales mgr
CBS Radio Spot Sales, NY, acct exec
Andrew C. Hubbell
WNBF (TV), Binghamton, tv sales mgr
Same, general sales mgr
Don Jones
WFEA, Manchester, NH, prog director
WKAP, Allentown, Pa, comml mgr
Julian M Kaufman
XETV, San Diego, gen mgr
Same, also vp. Bay City TV
Ray P. Jordan
WDBJ. Roanoke, mgr
Same, managing dir of broadcast opers; r-tv
John A. Kellogg
Institute for Motivational Research, Croton. director of
market research
Same, also vp in chg Research Planning Div
Edward Kenefi<-k
FBI, SDecial agent
Ceorge P. Hollingbery. NY, sales staff
Frank E. Koehler
WROV, Roanoke, gen mgr
WDBJ, Roanoke, sales mgr
Hugh 0. Kerwin
UM&M. tv film acct exec
Edward Petry, tv mgr of St. Louis office
Walter Koessler
WITV, Fort Lauderdale
WCBS-TV, Miami, sales mgr
Richard C. Landsman
Harrington, Righter & Parsons, NY
Katz Agency. NY. tv sales staff
Hugh Ben LaRue
KULA, Hawaii, vp & gen sales mgr
WINS, NY, gen sales mgr
Ceorge E. Ledell, Jr.
KCCC-TV, Sacramento, mgr LA sales office
Edward Petry, LA, tv sales staff
Hank Long
MCA-TV. Beverly Hills, vp
Same. Clev. sales mgr of mideast regl office
Scott McClean
Crosley Bcstg, NY, acct exec
Same, eastern sales mgr
Edward J. Meagher, Jr.
FBI, special agent
WRC. Wash, acct exec
Jerry Moltese
Warwick & Legler, NY, r-tv timebuyer
H-R Tv, NY, sales staff
Jack Moran
WPIK, Alexandria, Va, sales
Same, sales director
M D. (Doc) Morris
WAAT, Newark, acct exec
WORC. Worcester, stn mgr
Corwin iHap) Nusbaum
WSJV-TV. Elkh'rt, acrt exec
WNDU-TV, South Bend, acct exec
Leonard J. Ostrow
Pit & Quary, NY, publisher's rep
WINS, NY, acct exec
Wendell B. Parmelee
WWJ-TV, Detr, natl sales mgr
Same, tv sales development mgr
Tom E. Paro
MBS. NY. sales staff
NBC Spot Sales. NY, eastern div tv sales stat
Harry C. Perrigo
WSKI, Montpelier, Vt, sales mgr
Same, mgr
Al Perlmutter
WRCAiTV), NY. promotion coordinator
Same, mgr of special projects
John A. Pieper
WILY, Pittsburgh, acct exec
Same, sales mgr
Robert Purcell
tv consultant, LA
KEYD (TV). Mnnpls. managing director
L. W. (Lew) Reynolds
WACA, Atlanta, sales staff
Same, sales mgr
William T. Romaine
WSAZ, Huntington, W. Va, admin assist
Same, acct exec
w>
Edward F. Ryan
Washington Post, reporter
WTOP 'TV). Wash, DC, director of news tr
affairs
WXIX, Milw, prom mgr
Willam H. Ryan
KFMB(TV), San Diego, prom mgr
1 1
Albert B. Shepard
Forjoe-TV, NY, tv sales mgr
Katz Agency. NY. tv sales staff
Douglas L. Sinn
WWJ-TV, Detr. asst sales mgr
Same, local sales mgr
Al Slep
Rpoublir Pictures, NY, publicity & promotion
WRCA i TV ) , NY. promotion coordinator
Ted L. Snider
KOAT-TV, Albuquerque, natl sales
KFMB-TV, San Diego, acct exec
Ceorge Stevens
Edward Petry, St. Louis, tv mgr of St. L. office
Same, Chi, acct exec
Jack Thompson
Free & Peters, Chi, acct exec
Same, assist eastern sales mgr
Donald Tykeson
KPTV, Portland, sales exec
Same, sales mgr
Arthur J. Underwood. Jr.
Katz Agency, Detr, sales staff
Same, mgr
Ted Varnasco
WHFB. Benton Harbor, Mich, sales mgr
WNDU-TV. South Bend, acct exec
Ceorge Vaughan
MCA-TV, NY,
Official Films. NY, sr acct exec
Frank Warren
KULA, Honolulu, gen sales mgr
Same, also vp in chg sales. Pacific Frontier Be
Paul H. Weiss
Flint Adv. NY, vp
WTVJ, Miami, acct exec
Cerhart D. Wiebe
CBS Radio. NY, research psychologist
CBS. NY. asst to pres.
William R. Wyatt
AC Nielsen, NY, vp
Same, central division mgr. NSI, Chi
4. New Firms, New Offices, Changes of Address
Associated Advertisers, Inc., Harrisburg. has reorganized as
Hood, Light & Ceise, Inc. Robert B. Light, cooy chief for
more than seven years and Ceorge H. Ceise, principals.
Betterridee 6 Co, Adv, Detr. has moved to larger offices in
the Officenter Bldg. 15800 West McNichols Rd. Detr 35.
Bu-ke-Stuart Inc. has opened a Chicaeo office at 75 East
Wacker Drive; Earl Paro has been named vd in charge of
the new operation, covering the entire middlewest.
Frederick N. Dodge has opened an office as marketing and
merchandising consultant at 115 Central Park West, NY.
TRafalgar 4-1907.
Honi«;-Conr.rr, Seattle, has moved to the Tower Bldg., 7th &
Olive: MAin 1801.
Hugh Dwight Adv. Portland. Or. has moved to 504 Hughes
Building, 115 S.W. Fourth Ave.
Don Larson, owner of Don Larson Adv. Beverly Hills, and
Ceorge A. Whittington. editorial director of Industrial
Laboratories Publ. Chi. have established an adv and public
relations firm, Larson-Whittington Associates. Offices are
at 339 So. Robertson Blvd. Beverly Hills.
Little & Co, Adv, LA, has moved to larger offices at 3719
Wilshire Blvd.. DUnkirk 9-1267.
Piatt. Zachary 6 Sutton has reorganized as Piatt, Dyson &
O'Donnel. Offices are at 7 East 44th Street.
Pulse has ODened a new office in LA at 6399 Wilshire Blvd
Edwin Cahn, previously with Avery-Knodel is head.
RCA Victor Record Division has moved its offices to 155
East 24th Street. NY 10. MUrray Hill 9-7200.
Roland Reed-Cross Krasne Tv Commercials has opened a NY
and a Chi office. NY office is at 521 Fifth Ave. Russ
Raycroft, vp. head. Chi office is in the Hearst Building.
headed by Burton Neuberger.
Arthur C. Schofield. Director of Advertising & Promotion for
Storer. has been transferred fom the company's NY office
to national headquaters in Miami.
John W. Shaw Adv. Chi, is taking on additional office space
in same building. 51 East Superior Street.
Trendex. Inc. has moved to 535 Fifth ave. New York 17.
MUrray Hill 2-1182.
Jack Trustman Ave. Detr. had moved into larger quarters at
8720 Chicago Blvd West.
Robert B. Wesley & Assoc has been succeeded by a new Chi
agency, Wesley, Heyne & Cuca. Offices will be at 333
No. Michigan. Robert Wesley is president, Norman E.
Heyne. an R&C vp, will be vp.
20
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The television
participation buy
of the year...
a piece of ABC-TV's Sunday evening
FAMOUS FILM FESTIVAL
• Top-quality feature pictures . . . never before on TV.
• Box-office stars: Alex Guinness, Jean Simmons. Rob-
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many more.
• Sunday: Class A time . . . 7:30-9 p.m. (EDT) ; 6:30--
8 p.m. (CDT); 8:30-10 p.m. (MST); 7:30-9 p.m.
(Coast Time) ... a pattern for maximum audiences.
• No minimum buy. Choice participations for any
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• Contact your ABC-TV representative. In New York,
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in Hollywood. 1539 N. Vine Street ( NOrmandy
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I Exclusively on ABC -TV
I ABC TELEVISION NETWORK
19 SEPTEMBER 1955
EVERY SUNDAY EVENING
TOP-FLIGHT SHOWS . . .
BUT DON'T TAKE OUR WORD FOR IT!
THE LAVENDER HILL MOB:
"Wackiest crime story of the year"— N. Y. Times
ODD MAN OUT:
"Powerful, superb drama"
— N. Y. Journal-American
TIGHT LITTLE ISLAND:
"A howl-heavy comedy"— Billy Rose
THE RED SHOES:
"Completely irresistible" — N Y Herald Tribune
THE IMPORTANCE OF BEING EARNEST:
"Witty, wonderful"— iV. Y.Post
CAESAR AND CLEOPATRA:
"Brilliant and provo. ati\ e"
-N. Y. World-Telegram A S ■
NOTORIOUS GENTLEMAN:
ll 9 8 pip!" — S Y. Mirror
IN WHICH WE SERVE:
Best picture of the Year"— V V 1'ilm Critics
21
Milwaukee's
's why:
"the voice
of the
BRAVES
>>
(the Milwaukee Braves
games are not televised)
m-fm
all-star
programming
Milwaukee's
Most Powerful
Independent
24 hours
of music
news, sports
5000
lowest cost
per thousand
HUGH BOICE, JR.
Gen. Mgr.
HEADLEY-REED,
National Rep.
Bruce Enderwood
V.p. in charge of advertising
Gruen Watch Co., New York
"People have been accustomed a long time now to the fart that
watches work," says Bruce Enderwood, Gruen's v.p. in charge of
advertising. "We're now planning to ride along on the wave of
America's style consciousness and make men and women feel that
it's necessary to be up to date in their choice of watches."
Which explains Gruen's plans to spend its SI. 5 million a \ear
budget this fall to promote its line of 204 watches to the public as
"fashion musts."
"We'll do it mainly with tv and radio," says Enderwood. Starting
in October, Gruen's commercials will be seen three times a week
each on NBC TV's Today and Home shows, with Dave Garrowa\
and Arlene Francis delivering the pitch. From October through
December Gruen's new slogan will also be heard 10 times weekly
on NBC Radio's Monitor.
A typical six-second Montior commercial will sound like this:
"Make room on your wrist for tomorrow. Wear Gruen. the New-
est Look in Time."
The new slogan and a freshly designed sunburst pattern will
appear in all print I Life ) and tv advertising to tie the media together.
Enderwood, a v.p. at 31, talks advertising with suppressed excite-
ment, admits that he enjoys being part of "our industry's youngest
management team." Ed Weitzen. the president, is elder statesman
of the company at 35.
Among Enderwood's biggest problems in directing Gruen's strat-
egy is the generally higher spending competition Gruen has to fight.
His solution to this problem can be summed up like this:
"When we buv radio and tv. we're buying maximum circulation.
We like Grey Advertising, our agency, to help us find a buy that
gives us good exposure at minimum cost and to work out the sales
pitch. Let the networks have the glorv of working on programing
structure. We feel they're best equipped to handle it."
An intenselv serious, dark-haired young man. Enderwood feels
convinced that young management can give a companv flexibility.
"We developed the new campaign and made our media decisions
within 30 days," he points out. "And frankly, I don't think we'd
he working at this clip if our president weren't the kind of guy
who doesn't sa\ 'no' to new ideas." * * *
22
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FIRST IN NBWS-MUSIC-SPORTS
i
(■<*M i Represented Nationally
by THE KATZ AGENCY
National Soles Director, TOM HARKER, 118 E. 57th, New York 22, MURRAY HILL 8-8630
No selling campaign is complit
SPONSOR
itiout the WBC stations!
Example:
ESSO STANDARD OIL COMPANY BUYS
50,000 NEWSCASTS A YEAR. IN EVERY
ESSO MARKET WHERE THERE IS A WBC
STATION, ESSO USES THE WBC STATION.
WHY? Well, if you figure cost-per- thousand, as Esso does in buying stations,
you'll find WBC is one of the best buys in the business. Or, like Esso, if you con-
sider "prestige," you'll find the WBC stations are the most powerful, the most
respected, the most tuned-to stations in their markets. (And they're big markets.
One-sixth of America shops in them.) If you consider the record, you'll find that
94 of America's 100 largest advertisers use WBC. Three of the remaining six, by
custom, do not use broadcast media.
Are you considering a selling campaign? Make it complete with the WBC
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WESTINGHOUSE BROADCASTING COMPANY, INC.
w
RADIO
BOSTON WBZtWBZA
PHILADELPHIA— KYW
PITTSBURGH — KDKA
FORT WAYNE— WOWO
PORTLAND KEX
TELEVISION
BOSTON WBZ-TV
PHILADELPHIA WPTZ
PITTSBURGH — KDKA-TV
SAN FRANCISCO — KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC
All other WBC stations represented by Free a Peters Inc
Support the Advertising Council Campaigns
CAPITAL TYPES #IO
THE LIBRARIAN
Born with a silver "sshh"
in her mouth: compensates
by screaming insults at
the umpire every Ladies'
Day. Addicted to Peter
Arno cartoons and seven
card stud. Has a baseball
autographed by Three-Fin-
ger Brown. Favorite food:
tapioca pudding.
There's nothing hush-hush
about which station in
Washington is a better
advertising buy than any
other. That station is WTOP
Radio with(l)the largest
average share of audi-
ence^) the most quarter-
hour wins ( 3 ) Washington's
most popular local per-
sonalities and (4) ten
times the power of any
other station.
WTOP RADIO
Represented by CBS Radio Spot Sales
By Joe C sid a
There are savvy ugeneies everywhere
In the gentle but unrelenting drizzle some 2,000 people-
men, women, and children — sat in the grandstand of the
Harrisonburg ballpark, home of the Harrisonburg (Va.)
Turks of the Valley League. Underneath the grandstand, in
the locker rooms behind the dugout, a handful of men, in-
cluding me, fretted over the blossoming dilemma. Eddv
Arnold and the four boys constituting the singing quartette,
the Gordonaires, were getting into their stage clothes, rain
or no rain. Bob Wilson of the Cargill and Wilson adver-
tising agency in Richmond, Va., came in and told me his
men were setting up seating facilities in an armory about
a quarter mile away. It was a little after 7 p.m. on Sunday
night, 28 August.
Because of the damage the weather would wreak upon
the musical instruments, Eddy decided to go out, do one
number and ask the good citizens of Harrisonburg and
vicinity to join us over in the Armory, for the show itself.
While he was doing this in a most enchanting and persuasive
manner, the big Virginia State Trooper who had led us to
the ball park placed a large hand on my shoulder.
"I'm Joe Hash," he said. "Happy to know you fellows."
Joe, it developed, was not only happy, but a mite (in a
truly nice way) envious. He was a pitcher (one of two)
for the Harrisonburg Turks and had won 12 and lost two
thus far this season. He could possibly have won a few
more games, but there were nights when he couldn't pitch
because he was on police duty. His good-natured envy
stemmed from the size of the crowd we had drawn on a
rainy Sunday night.
"We even won the pennant," said Joe, "and we're now in
the play-offs and we don't draw more than a couple hun-
dred folks."
As Eddy came back into the locker room, slightly moist
and the crowd obediently headed toward the Armory. I
began to think of trooper Joe Hash's remark. All through
the long show and on the even longer automobile ride hack
to Richmond (some 154 miles) I thought about Joe's com-
ments, and talked at great length to the Cargill and \^ ilson
agency's Bob Wilson, probing for information to fill out a
general theme which had occurred to me.
(Please turn to page 66)
26
SPONSOR
looking for coverage ?...
look to wfmy-tv!
Tee off to greater sales — greater profits — in the prosperous Piedmont
section of North Carolina and Virginia with WFMY-TV. WFMY-TV is
the only CBS television outlet in the Prosperous Piedmont that completely
covers this booming 46 county market area.
Here some 2 million potential customers for your product have $2.3
billion to spend. Last year they spent in excess of $1.5 billion on retail
purchases alone.
Full 100,000 watts power, nearly six years of successful TV selling
experience plus tops in CBS (basic) network programming add up to
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For full information call or write vour H-R-P man today.
Now In Our
Sixth Year
ujfmy-tv
GREENSBORO. N. C.
Represented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco
19 SEPTEMBER 1955
27
WHEF?
SUCH DEVOTED
The first television station in an area gets the viewers. The best tele
vision station holds them.
WBTV brought television to the Carolinas in July, 1949 and for more
than four years telecast the only VHF signal available to more than
2 ! 2 million Carolinians. Unspoiled by its single station status,
WBTV programmed, promoted, catered to its captive audience
as if beset by competition.
The pay-off is poetic. Subsidiary signals make little progress in _
WBTV's domain. Witness a current and authoritative survey* which
reveals that among a half million people to whom a second signal is
available, 96.3 f ', name WBTV first choice.
"Beian Study— 1955. Write or call WBTV for summary.
JEFFERSON STANDARD BROADCASTING COMPANY
Um wf v ^^"TfipTwv
28
SPONSOR
»
10 SEPTt MHl H 1833
EEEl
Why SPOT business is booming
Both ill i-.nlio .tiiil tv. S|»ol is hoi. S:iliii-af ion buying, new clients, hitfli n«'t-
nork t\ costs, nn il lor extensive coverage boost hillings
jPpol i. nlic .Hid — [ • < ► i u both anticipate a year apprecia-
|il\ ahead i>| 1954. In radio, the boom began during die
la-i month with a sudden resurgence <>f interest after six
months below par. The return of old clients coupled with
new business ma) lift 1955 spot radio billings as much
■ Hi'- ahr.nl. T\ bas -it'ii a rirtual gold rush for
availabilities increasing total billings one-third over last
war. In determine tin- extent "I the boom in -|i"i radio
and i\ and analyze it- causes, sponsor surveyed Btation
n-|>>. agencies and advertisers, pinpointed fall 1955 buy-
ing trends, illustrates these "itli detailed studies "I radio
and i\ campaigns representative of current buying tech-
niques (see following pages). Majoi reasons for the
-|i"i boom broadly, include a strong trend toward satu-
ration buying in both radio and t\. Such high frequent ies
a- Inn i\ announcements weekly, virtual!) unheard of
two scar- ago arc setting a pattern. Radio announcement
tonnage goes up to 500 a week per market Both media
arc attracting new clients. Radio attracts with cheap
circulation, t\ with stepped-up daytime viewing.
3»POT TIZI-IZVISSION
M'l i: i:. .! 1953 ilKurn
i ■ ■
i , .
■ ntatlvev igi
T\' outlook i-
I <lll>
buying ptcr
BILLINGS: Indications are that total tv
billings Tor 1955 will be as much as 30$ ahead of
1954 totals. SPONSOR'S estimate is based on a survey
of station reps as well as major agencies.
Biggest increase is in daytime billings.
W 1951
1952
1953
1954
1955 1
™
§80,200,000
8124,300,000
§205,200,000 *
■ 5266,760,000 1 ■
1951
1952
1953
1954
1955
$120,000,000
$124,000,000
$129,600,000
$135,400,000 *
5148,940,000 **
SPOT RADIO
BILLINGS: After six months of doldrums,
spot radio got a shot in the arm from a sudden
return of old clients, increased budgets of established
ones. Reps say if boom in short-wave
saturations maintains, year may be 10/« ahead.
SPOT TELEVISION: Wider range in time periods bought, new
popularity of daytime I.D.'s and late-night Class C eontribute to tv boom
^l»>t u i- booming.
\ru clients are flocking into the
medium.
Established clients are increasing
their campaigns.
"Spot tv billings are expected to be
30' i higher in 1955 than in the previ-
ous year," sa>s Lawrence Webb, man-
aging director of the Station Represen-
tatives Association. The figure Webb
uses as a base for his estimate is from
reports SRA received from stations
which pegged 1954 spot t\ billings at
$205.2 million.
In order to determine the probable
growth of spot tv, sponsor asked SRA
to make a survey of its members and
pin down estimates of total year's bill-
ings. Here are quotes from a cross-
section of SRA members:
"'There's an increase in tv business
this year over 1954, so far, of as much
as S0r( . Much of this increase is due
to heavy saturation campaigns in min-
utes, 20-second announcements, and
I.D.'s. A large amount of the increase
in tv billings is also due to heavy day-
time buying."
"Sales are running between 20%
and 25% ahead of 1954," says an-
other major tv station rep. "The year
as a whole may wind up at least 30%
ahead."
Still another member of SRA says:
"There's a heavy increase in the fall
spot buying with most of the adver-
tisers going heavily into daytime I.D.'s
and participation programs such as
homemaker shows, daytime movies."
Timebuyers report it's tougher than
ever to clear the kind of availabilities
their clients are after because of con-
tinuing intense demand for spot tv. As
a result of the tight situation, several
trends, started last year, are obvious
this fall in buyers' strategy:
1. Advertisers are buying a wider
range in time periods because of the
difficulty in clearing Class "A" time.
Daytime, of course, had long been ex-
plored by the soaps, detergents, foods.
Now, however, categories of accounts
new to daytime tv. such as cigarettes,
are beginning to see the value of
reaching daytime audiences. Philip
Morris is pioneering this approach to
spot tv among cigarettes this year.
(sponsor will analyze specific fall
campaigns later in this report. I
2. With the tightness of nighttime
I.D.'s, daytime I.D.'s have become a
more popular buy. To foster the awak-
ening interest in daytime I.D.'s spe-
cifically, The Katz Agency has intro-
duced a package bu\ on its stations
called "Operation I.D." which offers
15 daytime I.D.'s at a discounted
package price. This plan has at-
tracted such accounts as Lanolin
Plus, Lite-Bake Biscuits, Maxwell
House Coffee. Tetley Tea, Vitali-
ty Feeds and Wish-Bone Salad
Dressing.
3. There's increased inter-
est in late-night Class "C"
time because buyers argue
that the cost differential
and availability of min-
utes more than makes up
for smaller audiences.
4. More than ever
before, tv is being
bought like radio to-
day, with saturations be-
in" the rule rather than the exception.
Most outstanding example of this t\pe
of massive buving is the Maxwell
House Instant Coffee campaign through
Benton & Bowles which consists of
more than 700 announcements a week
in 70 markets, 9595 I.D.'s.
5. Dozens of new clients are buying
national spot tv. Some of these are
fugitives from high network costs, oth-
trs are advertisers who are finallv suc-
cumbing to competitive and local
dealer pressures. The extensive list of
new spot tv advertisers includes Japa-
nese Canned Crab Meat, Halo,
-Nabisco Shredded Wheat _^^M
Jr. and Nabisco
i Please turn to
page 84)
»P0
TIEI-IEVISSlj
These are the
1. Some advertisers buy
as they used to buy radii
waves of heavier saturations!
trend is toward shorter ten '
paigns to saturate a market '
Maxwell House Instant shots
weekly. Some cars, drugs do^ I
Servel
(Hicks & Grcist) returned
to spot tv after two years
with 50% daytime, 50% late
night minute announcements
Philip Morris
(Biow-Belrn-Toigo) puts net-
work money into spot tv
» 1th one-third day. two-
thirds night push
'*:-
*L~
f\
Old Gold
(Lenncn & Newell) con-
tinues use of Class
"A" I.D.'s. 2»'s in
expanded market list
2. I.D.'s continue to be a
buy, not only during prime m
but also during the day. Vi
and Kools, which set the trent
being followed by Hi's. Class A
continue to be tough t _
OlbGolu
t
Daytime and late-night r
becoming more popularly
Many clients find that|
cost and possibility of
ing minutes more than o: s
lcuer ratings. Strong
work programing di
night has I i
tv vi
30
spot ic mho: itt'tiirn of ol«l clients, increased inni»ris <»i
established advertisers, unusual saturation p.iiK-rn spark ratlio hillings
£ In- big rush in Bpol radio buying
activity started about a month ago.
I In- resurgence came on tin- heels
. > f a -low spring .ukI summer, could
pull total -|»>t radio billings this m.ii
up to <>i ahead ol 1954 totals. The
Station Representatives Association's
reports from stations showed spot ra-
dio with s | ;>."). I million in billings.
While Station Representatives Associa-
tion is holding oil 1955 predictions,
it points to these fore< asts from mem-
ben gathered in ;i surve) for SPONSOR:
"Radio was down for u> the first six
months of this year," reported
one major representative
firm, "but if the
trend con-
tinues
:>t
mo
s this fall
sning radio is getting a
play now that ratio between
and listening has become
Lsed, rates adjusted downward,
iucts aimed at male audiences
Tavor nighttime radio;
ttes and drug clients use it.
iblished radio clients are in-
their budgets this year, be-
Lhey've found radio gives low-
irculation. Autos use waves of
Lions to unload inventory be-
;alers get the new line.
jy old radio clients are re-
to the medium after a one-
-year hiatus. In some cases
in reason is the size of
»' budgets. Others find
tv time too hard to get.
>thers simply find
idio produces
resul ts.
as it has in tli>- past lew week-, we will
be .i- mm li as 10' , ahead oJ 1954
l>\ the end ol this year. Man) old
timers in radio advertising have in-
. reased radio budgets and a number
ol accounts who have used radio in
die past, but have Keen spending their
..(I dollars in t\. are now coming back
to radio."
Said another rep firm :
"Radio spot has been holding it-
own iii comparison with 1954, l»ut the
current fall Beason of buying should
definitely put radio out in front of
1954. I lures a lot of regional liming
in radio as well as heavy expenditures
in automotive, drug and cosmetv -."
There are. as a matter of fact, cer-
tain categories of accounts which do
stand out as particularly heavy Bpot
radio users this year. Most pronounced
ol these are the automotives in this
crucial year of car manufacture. Con-
tinuousK heavy, too. are cigarette-.
drugs, the cold and cough remedies.
Briefly, these are the characteris-
tic- of spot radio in fall 1955: I 1 i
more segmentation plans: (2)
hea\\ waves of very short-term
announcement schedules; (3)
combination package buys.
Buying strategy has swung
about and hit several reverse
trends from the patterns es-
tahlished in the \ears im-
mediately following incep-
tion of tv. Some of this
fall's trends were unpre-
dictable a year or so
ago, others are revers-
als of past years
trends. Briefly, here's
,i -iimiii.il \ ..i the i. ill 19 ' < 1 1 >|>i • >t< h
to spot radio buj in;/ :
1. Radio buying has become Eat
more mathematically foimularized than
the trend toward blanket saturations
might indicate. Buyers frequently < :ite
the "< olgate method, and apply it to
other a< . <.iint-. In e— <in e, < ol
buyers point to the following correla-
tion between rating points and week!)
share of audien< e: I" rating point- get
25' i of the audi- n< e a week on the
average; to gel 50* you
have to increase youi buj by 100
rating points; a total ol LOO rating
point- w ill give you roughly 75' i of
the weekly audien< e.
Some agencies have worked out
-imilar formula- to guide them in the
number of announcements per market
that they'll buy. In other word-, the
timebuyers operate with guidance of a
ratio between frequency of annou
ments per station, coverage. audien< e.
2. Radio clients today don't just
buy saturations, they buy "tonnage.'
It's very usual for a client to order
package buys of certain frequency,
rely on the station to place it. partly
because the numbers of announi e-
ments are such that they couldn't all
be squeezed into a single time strip
anyhow, partlv because the emphasis
is upon accumulating audience-. Out-
standing among heavyweight buys is
Maxwell House Instant Coffee, which
has gone into a market with as much
as 500 announcement- a week, and
Nescafe, with its flurries of 150 a week.
3. Evening radio is getting a bigger
play than it has for some time. |iartl\
(Please turn Id page 90
Lincoln- Mercury
K.vK never used as much
radio as today: Is on 900
stations (or short-term push
Wesca ft?
I Bryan Houston! uses
'eefcly announce
menu for four three -I
^11 week periods
IX
ze^z
Aqutt \ ffra
.rapson) use,
10 promote
offer with
-n. schedule
31
^«VWEB
STATION COVERAGE FOR ALE
DRIYE SHOWN GRAPHICALLY
Pictures to right and below on next page
illustrate how distributors of Old Crown
ale were shown at district meetings exact-
ly what kind of spot radio coverage they
wire getting. Pretty girls lifted drawing
of freckled boy to show station coverage
patterns all over Indiana and adjoining
counties. With this kind of support, dis-
tributors were told, sales would come
easier. Campaign started in May, will
last 26 weeks on 23 Indiana stations
wo how!
How to enthuse the salesmen
over your radio campaign
Midwest brewer dramatized coverage of spot
campaign for ale with speeches, facts, gimmicks
Jack Reichart, general sales manager, Cent-
livre Brewing Corp., delivered the basic spot
coverage pitch to distributors
32
M. he problem of merchandising spot
radio to dealers and distributors has
often put sales managers in a tizzy
and caused many sleepless nights.
Here's the question that goes around
their poor, insomnia-ridden brains:
"How can I get anybody excited about
just a commercial? And no pictures
yet!"
This sleeplessness is, of course, quite
unnecessary. While merchandising
spot radio is recognized as a problem.
it is no different from any other prob-
lem. It has been solved many times.
in many different ways, depending on
the product, the type of commercial,
the type of campaign, etc. It just calls
for a little imagination and more than
a little work. I For some general an-
swers to the question, see "Admen
pose top radio-tv questions for 1955.
sponsor, 24 January 1955.)
A case in point is the Centlivre
Brewing Corp. of Fort Yt a\ ne, a re-
SPONSOR
donal beer and ale concern with <li-
tribution in Indiana and adjoining
itates. Mt'i being bitten bj the t\
|,n ■■ ( i niliv re came back i" radio lasl
\|.i\ u iili .1 hea\ \ spol radio campaign
f,,i its Old Crown Me. top seller in
it, area. The radio sales drive will
, ..lit i n nt- through November.
\ kc\ factor in the sale of Old
mi i> ilit- wholesale distributor,
.nul man) distributors handle com-
peting brands. Though ale sales are
DOl a- large as those of Old Crown
beer, there arc actually more distribu-
tors handling the former. To gel these
distributors behind the campaign,
Centlivre dramatized it at -even regu-
l.n spring meetings throughout Indi-
ana. The meetings were held at
Bloomington, Tern- Haute. Indianap-
olis, Lafayette, Fori Wayne, South
Bend and Jasper. \ total of aboul
,'IH) attended, including representa-
tive- of the 2.3 radio stations used in
the ale campaign.
I he basic pitch came from Jack
Reichart, ' dentin re'i ral sales
manager. \- outlined bj the- firm's
executives and it- agency, Westheimei
v\ l>lo( k. the solution to tin- problem
of merchandising the campaign look
five t.nk-: i I i the immense size of
radio, (2) the limitation- of t\ and
the strength of daytime radio in this
situation, (3) the concepl behind the
campaign, i 1 1 the number of an-
nouncements ami (5) the coverage of
the stations used in the campaign.
The lasl tWO were u-ed as the ha-i-
of gimmick- to dramatize the size and
scope of the ad drive. For example,
at each meeting, all those attending
were given flashlights. At one point
in Reichart's talk, he would ask that
the house light- be put out. He would
then rcipie-t e\er\one present to turn
on hi- flashlight and point the beam
at the (filing. The effect was startling.
There would he -.ores of white circles
overlapping each other. While every-
body would be craning his neck,
Reichart would break in with some
comment like this: ". , , and that's the
kind of . overage that's behind vou to
help \ on -ell Old Crown ale.1 I ••
make the point even more spe< ifi<
l.. i. hart al-o unveiled a map shov
tin- < overage areas of all tin- stations
Uged in the ale di i\c.
I o In ing home th'- i n i j >.i< t of the
total number of annouih ements used
in tin- 26-week campaign, Rei< harl
broke down the total into weeks, <\.i\~
and hours. I le then pun< In, I a< rose
the poinl that during the days the ad-
vertising urn- there is one announce-
nient ever) foui minutes pushing Old
( IrOM ii ah- -oinew hen- in Indiana.
In addition to Rei< hart's ipo ■ b
local radio men at each meeting -poke
to the distributors on the spec ifi< < o\ -
erage in theii ana- I ■ •[ example,
Paul Lindsay, account executive at
\\ OW o. Fori Wayne, gave a presen-
tation on radio- effectiveness, showed
example- of how -pecific advertisers
use radio and explained how the over-
1 1' lease turn to page 7 1
ire package goods to
It's automotive^ rather than soaps and tobacco
M t may not be many years before
sponsors are shelling out $1 million
for production alone on some night-
time tv programs — regularly. Already
NBC TV has three spectaculars in the
quarter-milion dollar class. Thirteen
network shows have passed the $100,-
000 mark this season. And last season,
it will be remembered, more than
$600,000 was reported to have been
spent for Peter Pan.
sponsor's survey of this fall's show
costs reveals that the general trend is
still up, with no sign of a reversal in
sight.
While the willingness of tv's blue
chip clients to keep on increasing their
investments in video is a tribute to the
medium's sales impact, a number of
important questions arise in connec-
tion with the mounting price spiral.
Some admen envisage a future notable
for the absence of such stalwarts as
P&G, Colgate, American Tobacco, Gen-
eral Foods from the nighttime tv scene.
How, they ask, are the low-cost im-
pulse items to achieve ad frequency at
a cost that makes advertising eco-
nomically feasible if tv's price hits the
stratosphere? Will they lodge ulti-
mately in daytime alone?
Noting the heavy show spending of
the auto companies, others wonder
whether economic shocks in Detroit
could not have serious consequences
for television if the newer car clients
retrench by pulling out of the medium.
High tv costs have forced a basic
change in tv's economic structure.
sponsor's chart of the fall's network
program (see following pages) shows
that single-brand sponsorship of indi-
vidual weekly shows is largely a thing
of the past. It has given way to a
mixed pattern of alternate and co-
sponsorships, participations, one-shots.
■
Chevrolet: Bob Hope show on NBC TV costs Chevrolet sponsor
estimated $235,300. Variety show which alternates in same slot is cheaper;
it costs $146,900. General Motors night program budget tops P&G's
Ford: Judy Garland stars in first "Ford Star Jubilee" on CBS TV. 90-
minute CBS TV spectacular costs Ford estimated $150,000 each.
Chrysler is also heavy in nighttime with about $6 million for programing
New developments for fall include heightened importance of pro-
graming from theatrical film sources, including ABC TV Sunday night
movie block of films. Below left, scene from one of 20 films scheduled.
Below center, Jackie Gleason "Honeymooners" on CBS TV, which is
being filmed with Du Mont Electronicam method. Du Mont itself is out
of networking. "Wide, Wide World" with Dave Garroway (page at
right) is among major new projects NBC TV is adding this season
34
SPONSOR
mil seat in niolil If?
**l
'U't1*
lip niosi for ii i- hi i imc network tv prop rami up
■nd infrequenl hul heavy exposure via
monthl) extravaganzas.
I he chai I reveals another histoi i<
change: a shift in sponsor types to
lu-aw representation In the automo-
bile and appliance companies in eve-
ning programing.
Of the six biggest program spend-
three are car manufacturers, one
i- a soap outfit, one a tobacco corn-
pan) . and one is a food firm.
Total automobile companies' spend-
ing for nighttime production, though
less than thai of the larger food group,
i- well ahead of the soap and cigarette
tirm> . The true significance of the
auto concerns' front-running position
ig found in their concentration ol la\-
isli nighttime spectacles.
The following program costs are
figured on the basis of sponsor's esti-
mated gross costs at presstime:
General Motors leads the group with
an expenditure of about $11. 3 million
for nighttime t\ programing (exclu-
sive of time i for the '55-'56 season.
Running a close second and third, at
around $8.6 million, are I'M! and Gen-
eral Foods. Then comes I-Ord. spend-
ing about $7.5 million: American To-
bacco, about S7 million: Chrysler
about $6 million.
GTdsmobile is carrying the full pro-
gram nut of $231,800 (gross) for each
of the \BC T\ 1/m Liebman Presents
spectaculars seen on Saturdaj nights.
( \\r\ rolet ia bearing the full brunt
of the S2.T)..'{<M) budget for the one-
hour Hob Hope show, as well as the
81 16,900 for the alternating vareirj
-how- iii the same slot.
Buick'a fabulous S3 million-plus-a-
year deal with Gleason is well known.
\nd Pontiac is coming in with a
top-budgeted dramatic show to cost
$67,800.
Not to be outdone, lord is splitting
the $260,000 program cost of NBC
I \ '- Producer's Showcase with HC \ :
on CBS TV Ford is investing § 1 .">< U It H )
per 90-minute extravaganza in that
network'- "Special Project" Ford Star
Jubilee.
Chrysler has upped its Shower of
Stars budget to 1110,000, and its
Climax show has been increased to
$65,000.
Big show sponsors: The 13 shows
with program budgets above $100,000
are sponsored by 23 different client-.
but:
• Not one is a soap company !
• Not one is a cigarette company !
• Onlv one is a food company (Stand-
ard Brands), which has participations
in the $265,000 Color Spread.
• Appliance firms rank high in the
big-show group. Sunbeam, whose seri-
ous tv baptism coincided with the
(Article continues on next page I
Complete fall network U
schedule appears on
following pages including
costs of sponsored shows
53*?
ltXSW^SS^TT-W*^. >^>'^9*,i&xr tt$£*Zr*&g]f**c^^fr
19 SEPTEMBER 1955
35
birth ui the spectaculars, is a pure
product of the new "magazine" school.
In the tv race heavily nov\ is a wash-
tnachine firm, Whirlpool, with one-
tliii.l of the costlj Berle and Raye
Bhov 8.
R| \. with its co-sponsorship of
Producer's Showcase and the Berle
and Raye shows (also sponsored by
Minbeam) has cast its lot with the
i. vish in programing.
A newly emergent tv colossus is
General Electric, whose 20th Century-
Fox Hour and G. E. Theater invest-
ments add up to a better than $5 mil-
lion program budget for the coming
year.
Soap approach: The older client
groups continue to rely on the stand-
ard program fare for the most part.
The cigarette and food companies are
almost exclusively tied up with half-
hour series, as is P&G. Colgate-Palm-
olive and Lever rely on weekly hour
shows.
Only Monsanto Chemical Co. de-
parts from soap tradition and enters
network tv this fall through ABC TV's
Warner Brothers Presents, a "big"-
type show, along with Ligget & Myers,
lone cigarette firm in this type of
programing.
Though the soaps, cigarettes, and
foods stick to the older patterns, in
practice there are many similarities
to the newer participation approach.
Lever's Lux Video Theater and The
Colgate Variety Hour showcase many
brands each. In effect the two soap
outfits are running their own partici-
pation operations.
P&G's six half-hour vehicles are also
multi-product carriers for the most
part, as are those of American To-
Shous listed are those to be aired regularly during the fall season. So.-ie are already
on the air, some have not yet begun. All costs are gross, on a weekly basis unless
otherwise indicated and cover only talent and production. In the ease of multi-day
shows, costs are given under the first day the show appears.
SUNDAY
ABC
You Asked
For It
Sklppy Peanut
Btr. Div.. lies!
Food*
Guild. Bascom
ft BonOgll
Hy-L&F SD.4P0
Famous Film
Festival*
7:30-9
Series of 20
British motion
pictures
Fam«"s Fi|
Festival*
7:30-S
(cont'd)
7
pin
7:15
7:30
7:45
8
8:15
8:30
8:45
9
9:15
9:3©
9:45
10
10:15
10:30
10:45
11
•Rffen lo n»".» ihowt. al
•how* and changes laic
CBS
Lassie
Campbell Soup
alt wk BBDO
Kellog
Burnett
Hy-F $30,000
Jack Benny
alt. with
Private Sec'y
Anier. Tobacco
NY-F BBDO
$55,000
The Ed Sullivan
Show
Lincoln-Mercury
Dealers
NV-I, K£E
$60,000
NBC
It's a Great
Life*
Chrysler-
Plymouth Dealers
McCann-
Hy-F Erickson
$39,500
Frontier'
(3 weeks in 4)
Reynolds Metals
NY-F Seeds
$39,800
Sunday Hr.
(3 weeks in 4)
Colg.-Palmolive
HY-L&F Esty
$80,000
Spectaculars
IN COLOR
7:30-9
(1 week in 4)
Sunbeam,
Perrin-Paus
Maybelline Best
Lewis Howe,
D S-F
Goodyear, Y&R :
US Rubber.
Richards; Buidi,
Kudner; Std.
Brands, Bates
NY L
Chance of a
Lifetime*
Emcson Drug
L & N
Lenlheric, CS.W
NY-L
$IC.5nO
Ted Mark's
Armteur Hour*
Serutan Co
K fetter
NY-L
$14,000
Break the Bank
Dodge
NY L Oant
$73,000
No ri-
programing
GE Theatre
General Electric
NY-LAB" BBDO
$50,000
Alfred Hitch-
cock Presents*
Bristol-Myers
Hy-F Y&R
Tv Playhouse
Goodyear. Y&B
Alcoa. F&S&R
(alt. sponsors)
NY-L
$57,000
S45.000
Opening Night
P. Lorlllard
Y&R
$25,000
What's My Line*
Remington-Rand
Y&R
Jules Montenier
Earlo Ludgin
NY L
$28,000
Loretta Young
Show
Procter & Gamble
NY-F B*R
$40,000
Place the Face
II. Bishop
Spector
NY L
ABC
Kukla. Fran &
(Mile
co-op
Ch-L
MONDAY
CBS
John Daly, News
Miles Labs
NY-L Wade
$19,500
Topper*
(tentative)
Tv Reader's
Digest
Studebaker-
Packard
NY-L R&R
$24,000
Voice of
Firestone
Firestone Tire
NY-L Sweeney
(slmul) & James
$21,000
Dotty Mack Show
("inn co-op
Medical
Horizons*
Ciba Pharm.
1 W Thompson
NYL&F
$10,000
Doug Edwards
News*
Whitehall
NY-L BB&T
$8,500
Robin Hood*
Johnson &.
Johnson. Y&R
Wildroot. BBDO
$34,500
Burns & Allen
Carnation.
Erwin Wasey
General Mills
Knox Reeves
Hy-F 32,500
Talent Scouts
Toni W&G
Ted Bates
Lipton, Y&R
NY L $28,000
Simul
General Foods
Y&n
Hy-F $50,000
December Bride
General Foods
NY-L B&B
$28,000
NBC
No network
programing
Tony Martin
Assoc. Prods.,
Grey;
Webster-Chicago
•I. W. Shaw
Hy-L 7:30-45
$15.000
News Caravan
R. J. Reynolds
NY-L Esty
•A hr $5,000
Caesar's Hour
(8-9: 3 wks In 4)
Amer. Chicle.
D-FS
Remington Rand
Spcidel. sscr
NY -L $112,900
Producer's
Showcase
(Spectaculars)
IN COLOR
8-9:30
(1 week in 4)
Ford; RCA
NY -L K&E
$260,000
Medic
9-9:30
(3 weeks in 4)
Dow Chemical
Hy-L MacManus
John & Adams
$38,200
Robert Mont-
gomery Presents
9:30-10:30
S. C Johnson.
NL&B
Schick. K&E
NY-L $47,100
TUESDAY
"""""""""""""■■■""■i *"■"""■
udio One Robert Mont-
Westinghouse gomery Presents
McCann- 9:30-10:30
NY-L Erickson (cont'd)
$38,000
No network
programing
No network
programing
ABC
Kukla, Fran
& Ollle
co-op
Ch-L
John Daly News
Tide Water Oil
NY-L Buchanan
Warner Brothers
Presents*
(7:30-8:30)
Liggett & Myers,
Cungham&Watsh
GE. Maxon. Y&R
Monsanto,
NL&B. Gardner
Hy-F $65,000
Warner Brothers
Presents*
7:30-850
(cont'd)
Wyatt Earp*
Parker Pen,
Tatham- Laird
General Mills
NY-F D-F-S
$26,500
■Make Room for
Daddy
Amer. Tobacco,
SSCB
Dodge. Grant
\ Y 1' $40,000
DuPont Cavalcade
Theatre*
DuPent
NY-F BBDO
$35,000
Talent Varieties
Snringd'l co-op
NY-L
No network
programing
CBS
Doug Edwards
News*
Amer. Tobacco
NY-L SSCB
Name That
Tune-
Whitehall Div.,
Amer. Home
Prods.
NY-L B-B-T
$15,000
Navy Log*
Sheaffer Pen.
Russel Seeds
Maytag
McCann-Erickson
NY-F 535.000
You'll Never
Get Rich*
(Phil Silvers*)
R. J. Reynolds;
Esty
Amana Refrlg.
Maury,
Lee & Marshall
NY-F $38,000
Joe and Mabel"
Pharmaceuticals
K!e *er
Carter. SSCB
NY-F $36,000
Red Skelton
Pet Milk.
Gardner;
S. C. Johnson
Hy-L NL&B
$41,000
The $64. GOO
Question*
Revlon Prods.
Norman. Craig
& Kummel
NY-L $25,000
My Favorite
Husband*
Frigldaire Div..
Gen Motors
Hy-L Kutn"
$37,500
INBC
No network
programing
D.nah Shore
Cnevrolet Dlrs
Camnbell-
Hy-L Ewald
$30,000
News Cars', an
B. J. Reynolds
NT I. Esty
Milton Berle
$146,700
(13
Martha Riye
(13 shows)
8-9
Sunbeam
Perrfl
RCA : Whivlnoo,
Hy-L K.t-F
$146,700
Bob Hope
(6-8 shows)
Dinah Shore
(2 shows!
Chevrolet
Camnbell-
NY-L Ewald
Jane Wyman'i
Flresi !e Theatre
Procter & Gamble
NY-F C'mnton
$35,000
Armstrong Circle
Theatre: lit. with
Pontlae Hour*
9:30-10:30
Armstrong Ceric;
RpnO
Pontile
MacM, 1*A
NY-L
Armstrong Circle
Theatre: alt. with
Pontile Hour*
9:30-10:30
(cont'd)
Big Town*
Lever Bros.
SSCB. McC-E.
OBM
A C. Spark Plug
NY-F 3rother
$32,500
which change time slots or network. Including new
in ",i:>". nieon Whore shows have multiple sponsors.
agencies are listed in same order as clients Originations: NY m'ltw New York. Hy
means Hollywood. Ch means Chlcsgo. L meins live. F means film. All times VST
I,, i, , ,,. \ikI with several shows goi
obviously .in advertise! i an route man)
brands around a well-rated circuit t"
,,,1-rt seasonal 01 specific product
iKtods if li«' desires.
I cimoni'fs: Ih.ii participation and
alternate sponsorship in one I "r
another is the destined pattern ol the
immediate years ahead is the convic-
ii,,n of mam agencymen.
Another importanl money-saving de-
\ l ,■ is the rerun. Todaj *s practice is
t, sell on the basis of 39 first run-.
13 reruns, uitli the reruns costing
somewhat less than half price. In BOme
. ases the ei oiiotm effort results in even
more reruns, and patterns like tlii-:
29 ln-t runs, in mid-season repeats,
and 13 reruns during the summer.
The rr.il question i~ whethei flieae
\.u ions methods "i .-. onomic adapta-
tion can continue to meel th<- pressures
. rested b) ever-mounting i osts. W ill
i\. for example, be able to produce
sales increases of sufficient size t" war-
rant continuing oi the medium \<\
small-margin items in particulai ',
(This type of manufacturer tends to
look askance al spectaculars, sm< e be
feels that the big-but-infrequenl splash
does him little good; be usually wanti
high ad frequent j . I
\\ hen admen gel togethei over the
lunch table oi al advertising meetings,
there is much griping over costs. It is
known that Bome advertisers would like
i Irticle continues on next page)
i BS' \6 1 000 I ' tion i- -• ason's bai
0\Y
MIC
.»ork
programing
Coke Time
Coca -Coll
NY-L "Am
$28,000
News Caravan
mouth
N\ I. AJei
Screen Directors'
Playhouse*
Eastman- Kodak
NY-F JWT
$40,000
Father Knews
Best*
Scott Paper
NY-F
JWT
$38,000
Kr.ft Tt
Theatre
Knft Foods
NY L JWT
$28,000
THURSDAY
ABC CBS NBC
Kukla. Fran A
OUlo
eo-op
eh i.
John Daly. News
Tide Water Oil
NY I. Buchanan
Thl» Ii Your
Life
Hazel Bishop.
Spector
Procter A Gamble
Compton
Hy L
Hy-L $58.800
Lone Hanger
Oeneral Mills
Amer Dairy
CampbtU-Mlthun
N\ r $24,000
BUhnt Sheen-
Admiral
Erwln,
NY-L Wasey
$20.(«'O
Step the Music*
Quality Jewlrs
Neeehi
NY-L Grey
$20,000
Star Tonight
Brill.) SIfa
NY-L JWT
|1T,600
Doug Edwards
News*
Amer. Tobacco
NY-L SSCB
Sgt. Preston
of the Yukon-
Ouaker Oats
Wherry. Baker
NY-F f. Tltden
$32.0/^0
Bob Cummlnqt
Show*
R. J. Reynold*
NY-F Esty
$26,000
Climax
(3 weeks In 4)
Shower of Slars
IN eol.OR
(1 week In 4)
8-30.9:30
ChrriW
McCann-
lly-L I'rlcJtson
$65,000
Crimes: :
Shower of Start
8:30-9:30
(cont'd)
No n< '
programing
Dinah Bhore
Chrvrolel Dlrs.
Campbell-
Hy-L Ewald
Down You Go-
Western Union
(alt. A-rrer.
Home — P4G
NY-L
Albert- Frank-
Guenther-Law
$8,500
Outside USA
NY - -
No network
programing
News Caraean
rt I Reynolds
NY L Esty
You Bn raw
Life
DeSoto Motor
DIt.. Chrysler
NY-F BBDO
$42,500
The People's
Choice*
(Jackie Cooper)
Borden Co.
NY-F YAR
$35,000
Dragnet
Liggett A Myers
NY -V CAW
FRIDAY
ABC CBS
Kukla. Fran
A GUI*
eo-op
n i
John Daly. News
Mile* Labs
NY-L Wade
Bin Tin Tin
National Biscuit
Hy-F KA.-E
$24,000
Ozr.le A Harriet
MaTon
Quaker Oats
NY 1' JWT
$42,000
Four-Star
Playhouse
Singer Sowing;
Bristol Myer«
NY F YAR
$30,000
Johnny Carson
Show-
General Foods
Y4R
$28,000
Halls of Ivy
Int*l II
Burnett
alt wk
Natl Biscuit
NY McC-E
tsi.ooc
Ford Theatre
Ford Motor
NY-F JWT
$40,000
Treasury Men In
Aetlon*
Chevrolet
Cambell-
NY-F Ewald
$26,500
Dollar a Second
Moeen Darld
Wine
Weiss A
NY-L Oiler
$23,000
I.ui Video
Theatre
10 11
Lerer Broe.
lly-L JWT
$50,000
Doug Edwards
News*
Pnoson T-nrn
Norman. Craig ■'
NY-L Kumrt.^.
My Friend
Fllcka*
Sponsor not set
Mama
General Foods
NY 1. BAB
$26,000
Our Miss
Brooks*
Grncral Foods
Hy-F Y4R
$30,000
Crusader*
R. J. Reynolds
NY-F Esty
$30,000
I\BC
No network
programing
Coke Time
Coca Cola
NY-L 1 1 Arcy
News Caravan
riymouth
NY-L Ayer
Truth sr
CensfQuenees*
P. Lorillard
Hy-L L4N
$21,000
Life Of
Gulf Oil
NT-L TAR
$30,500
Big Story
Amer. Tobacco;
Simonlz
NY-LAF SSCB
$32,500
The Vise
Sterling Drug
NY-F D-F-S
$25,000
Name's the
Same'
Ralston- Purina
Guild. Bascom
& Bonflqli
NY-L $16,200
Schlltz Play- Star Stage
house* Campbell Soup
Sehlltz Brewing BBDO
NY-F L4N $35,000
$32,500
No network
programing
The Lineup
D A Wmsn.
Ted Bates
Procter A Gamble
Hy-F YAB
$32,500
Person to Person
Amoco. KaU
Hamm Br. CM
Elgin. YAR
SY-L
$33,000
SATURDAY
ABC CBS >HC
No network
programing
Ozark Jubilee
co-op
Spring!)
Grand Ole Opry*
8-9
I wk in 4
RaKton-Purina
Gardner
N.ishville-L
Canlcade of
Sports
10 pro to cone!
Gillette
NY L Maznn
$40.'XlO
Red Barber's
Corner*
(10:45 er at
cenel of fight)
State Farm Ins
NY-L NUB
-
SI2.O.0
lubllee
(cont'd)
Lawrence Welk
Show*
9-10
Dodge
Hy-L Grant
$6,750
Wm Wrlgler Jr
M'K MR
$25,000
Beat the Clock
Sylranla
NY I. JWT
$17,500
Stage Show*
(Jackie Gteasen)
Nestle. Bryan
Ho'iston
P4G. Compton
NY-L
The Honey-
moo ners*
(Jackie Gleason)
Buick
NY-F Kudner
$40,000
Two '
Money
p. Lorlllard
N\ I
Ifs Alwwyi
(3 wks in 4)
H-30-10
Pretter & Gamble
NY-F Compton
$32,500
Ford Star
Jubilee"
10 shows, most
IN COLOR
II wk in 4)
»:30-H
Ford
Var-L4F JWT
$150,000
Gunsmike*
10-1030
(3 weeks In 4)
Liggett 4 Myers
Hy-F CAW
$33,000
No network
prorraming
:*ofk
procramlng
Perry Come*
SB
0»rmeyer.
J. W. Shaw
Int'I Cellucotten.
FCAB
Gold Seal Was
icll-
norj
Noizcraa Ch m
NY-L SSCb
$106,000
Peovlo Are
Funny*
1-9:30; 3 wks in 4
Toni; Burnett
Paper-Mate
Hy-F . FCAb
$24,700
Tela
9:30-10: 3 »ks
In s Texas Co
Hj 1-VF K
$55,000
Spertarsilara
)|>OB
9-10:30
(1 wk In 4)
Oldamobllo
NY L Brother
Oeorge Gobel
(3 weeks In 4)
Armour; FCAB:
Pel Milk.
Hy L G
42.400
Damon Runyon
Theatre
(3 weeks In 41
Anheuser-Busch
NY F V \'cr
$35,000
Yoor Hit Parade
Amer. I
BBDO
Wamer-Hodnut
KaK
NY -L $38,000
to band the networks an ultimatum.
far no important advertiser has
Been fit to take the step. In today's
hoi h reene there is always somebod)
read) to jump and grab a good time
Blot, a fact well understood 1>n the
FALL DAYTIME TV LINEUP
10 a.m. lo 2 p.m.
For 2 p.m. lo 6 p.m. programs turn page
JHEAVY TYPE INDICATES NEW SHOW IN SLOT. SEi
I FOOTNOTE. BLANK MEANS SHOW IS NOT YET SET
networks. Which may he why the
< Ik'iit warnings, however, dire, proba-
bly sound like little more than cries
«.f'"wolf!"
Heart of the matter: More and
more advertisers find themselves in a
contradictory position: on the one
hand they complain bitterly of costs,
on the other they themselves become
key figures in the process that pro-
duces the higher program price. A
leading advertiser explains it this wa\ :
"Sure I want to buy cheaply, but
I 1 I I want a proven show, not an un-
tried vehicle; (2) I want it done by a
proven guy; (3) I want just that par-
titular star; (4) I want it right away;
(5) I want a certain time period, an.
maybe there's only one show the net-
work will let me have in it; (6) com-
petitors are after the same show, tal-
ent, time period."
I ltimately it comes down to this
basic question: How badly do you
want the show?
If you want it badly enough, \oull
pay for it, is the consensus. Says the
tv head of one of the big agencies:
"Frankly, I don't recall a single de-
cision (on whether to take a show I
that was finally determined by price."
Realistically, few advertisers can
long resist the lure of a top-rated show
that can deliver vast audiences un-
available through am other media.
SUNDAY
10
am
10:15
10:30
10:15
11
11:15
11:30
11:45
12
12:15
12:30
12:45
1:15
1:30
1:45
ABC
No network
programing
No network
programing
No nctunlk
progi Hiiiine
Faith for Today.
NY-L Rorkhill
$2,000
College Press
Conf
\\:,.|i lust
Dean Pike
NV sust
CBS
No network
piogiamlng
No network
programing
Wild Bill
Hiekok
Kellogg Co.
NY F Burnett
$22,000
Wlnky Dink and
You
Ideal Toy Corp.
NY-L Grey
$4,650
Contest Carnival
Quaker Oats Co.:
Wherry, Baker
& Tildon
Atlantic Ctty, N.I
L $7,000
No network
programing
NBC
No network
programing
No network
programing
Capt. Hartz &
His rets
Hartz Men Prods
JTartman
Ch-L $12,000
No network
programing
Amer Forum
Wa»h L
Kron tiers of
Faith
NVU1'
ABC
No network
programing
No network
programing
No network
programing
No network
programing
ONDAY
CBS
Harry Moore
Bristol-Myers
DCSS 10-10:15
Staley Mfg: R&R
NY-L Alt m
'/« hr $3,140
Arthur Godfrey
Bauer & Black
Leo Burnett
m 10:30-45
Riistl -Myrs.Y&R
m.w 10:45-11
Yar-L $3,995
V* hr simul
Godfrey (cont'd)
Lever: pepsodent
m.w 11:11:15
FC&B
Pillsbury Mills
m-th 11:15-30
Burnett
Strike It Rich
Colgate-
Palmolive
NY Y Kstv
*i hr $3,000
Valiant Lady
General Mill*
NY -L TIF R
5 V* hrs $12,000
Love
of
Life
Amer
Home Pr
NY T.
R B-T
5 'i
hrs
$8,500
Search for Tom'w
Procter & Gamble
NTT. R B-T
5 '/» hrs $10,000
Guiding Light
Procter & Gamble
NY-L Common
5 Va hrs $9,500
lack Paar Show
Sponsors not set
NY-L
Welcome
Travelers
Procter & Gamble
Ch-L D-F-S
Vt hr $3,000
NBC
Ding Dong
School
10-10 JO
P&G: B-B-T
alt m 10:15-30
Ch-L
•A hr $1,600
Parents'
NY-L
World at Home
(Arlcne Francis)
partic sponsors
NY-L&F
Home
m-f 11-12
(participations;
eight 1-min com-
mercials an hour
available)
NY-L&F
Tennessee Ernie
Ford Show
Procter & Gamble
12-12:15 seg
Hy-L B&B
'/„ hr $2,700
Feather Your
Nest
(quiz. Bud
-Collyer)
Colgate-
Palmolive
alt d 12:30-45
NY -L Esty
U hr $2,700
No network
programing
m-f
TUESDAY
ABC CBS
No network
programing
No network
programing
No network
programing
No network
programing
Garry Moore
Miles Labs
Wade Adv
tu 10-10:15
Kellogg: Burnett
tu 10:15-30
NY-L
Arthur Godfrey
General Motors
Kudner
tu 10:30-43
Kellogg. Burnett
tu.th 10:45-11
Var-L
Godfrey (cont'd)
Ton! Co
Wens & Geller
Gen Mtrs:
Kudner
Pillsbury Mills
m-th 11:15-30
Leo Burnett
Var-L
Strike It Rich
Colgate
NT L Esty
Valiant Lady
Wesson Oil
Fitzgerald
NY-L
Txive of Life
Amer Home Pr
NY-L B-B T
Search for Tom'w
Procter & Gamble
NY L BUT
Guiding Light
Procter & Gamble
NY-L Compton
Jack Paar S*"OW
Sponsors not set
NY-L
Welcome
Travelers
Procter «: Gamble
Ch-L D-F-S
NBC
Ding Dong Schl
Manhattan Sotp
Scheldeler. Beck
A Werner
t.th 10 10:15
Colgate:
P*G:
Ch-L
Bates
B-B-T
Parents'
NY-L
World at Home
(Arlene Francis)
Partic sponsors
NY-L&F
Home
m-f 11-12
partic sponsors
XY-L&F
Tennessee Ernie
Ford Show
Procter & Gamble
12-12:15 seg
Hy-L BAB
Feather Your
Nest
Colgate-
Palmolive
alt ,1 12:10-45
NY-L Esty
No network
programing
Ijrpe designate new pr. •mams, also those with changes In time slots
or network tlefon lo am NBC TV offers "Today" and CHS TV "The Morning
Show." both 7-8 a.m. Abbreviations: NY means New York. Hy means Hollywood. Co
means Chicago. L means live. F means fllin. All times, are Eastern Standard Tim*
I he reason ia that, .1- one client pots
ji "for the audience delivered, the
lop prices are not reall) high; \<>u ^-i
.,| 1 in illation at a 1. 111 pi ice."
\i bottom, saj admen, lies the old
law <>l Buppl) and demand. N" long
y tin- numbei ol greal stars and shows
remains limited, and .1- long as advei -
ii~,i^ want to present outstanding
ihows to attract greater audiences, the
competitive bidding will continue to
drive i'ii' es up.
Where the money goes: Take a
one-hour dramatic -Imw with a gross
, nsl ..I $40,000. According to an NB<
|\ spokesman, it might break down
llii- wa\ :
net cost 1 ajtet I
Ogenc) commission 1 -•', I.iihii
below-the-line 114,000
above-the-line 12 10
Below -the-line 1 osts "I pi odm Hon,
-« t-. studios, et< . are subjei 1 to cutl
w here special 1 are is taken t>> plan
well in advance and t" avoid the need-
lc-~l\ elaborate. Hut clients and agen-
cies have learned i<> accept the inevi-
table rises that the various unions de
mand as part <>f the cost <>f doing
business, and appear t" r\|>n t thai
production costs can onl) be cut bo
far. The] do not feel that these 1 osts
present the real problem. The SAG
contract, for example, is not expected
1 trticle continues on next /»/;,'• 1
\ I !( - lh Spock i- 111 1* on Sunda) Bit) 11
fAY
NBC
Dlnf Doni
0 so
Wander Co:
oralthae I" 16 SO
Tltliam I^llr.l
Parents' Time*
NYL
World at Home
(Arlent Francis)
Partle sponsors
NY-LAF
HotM
n, f 11-11
partlc -
\i i.\ r
lilt
T
e Ernie
Ford Show
Procter A Gamble
1J 13 IS seg
u> 1. bab
Feather Voui
c>igat*-
l'almollve
alt ,| 12 ao 15
W I. Esly
NV netsrork
programing
m f
THURSDAY
ABC CBS NBC
No netuork
programing
No nt-tuork
programing
No network
programing
No network
programing
Pin,: Dong F
Garry Moon in 10 15
Scott Paper
I YV Tl...inp...n Manhattan Soap
11, 10 10:15 sn.vw 10:18 SO
Chun King: JWT
Tonl: Burnett
III Hi in 13 .10
- \ I
Arthur Godfrey
Ktlcl.lr Kudner
l>.\i Chemlral
Mi Man, 1- John
A Adams lh
Kellogg Co
tu.th 10 10 II
Durnatl
Godfrey Icont'd)
CM frlgldilra
Kil'lner
D Chemical
Mi-Man, ,< .t"hn
& Adams
Plllsburv Milts
ni-tii 11 :1S SO
I.e<> nurnetl
Var-L
Strike It Rich
Colgate
NY 1.
Valiant l.ady
Tonl Co
NY I. Burnett
Lova of Life
Atner llome Pr
NY I. BUT
Gerbax Prods
D'Al-9 10:15-30
Ch-L
Parents'
NYL
World at H~me
(Arlrne Francis)
Partie sponsors
NY-LAF
Ilome
ra-f 11-12
Partlc sponsors
NY U*F
Tennessee Ernie
Ford Show
Procter & Gamble
II 12:18 seg
Hj L BAB
Search for Tom'w _
Procter A Gamble leather Your
\y 1. n n t Net*.
f*olgale-Palmotlve
alt d 11-80 i".
„ . ,. , , . , R .1. Reynolds:
..n"'Jln? _L"th,<, trtBlton clgs
ESt" * 0,n,.bll> 10 mill. 3 III In 4
Ml. Compton NY , Esty
Jack Paar Show
Sponsors not set
NY-L
Welcome
Travelers
I'uxter & Gambto
Ch-L D-F-S
No network
programing
m f
ABC
No network
programing
No network
programing
No network
programing
No network
programing
FRIDAY
CBS
Garry Monre
General Mill,
li F S
f 10 1" 18
Sunt Paper
J w TlioiDpaon
f 10:15-30
SOS \l
Tonl: Burnett
alt I 10 30 10
CorjTertad Rice
Burnett
Prudential
Cilkli
Holden
f 10:48-11
NY I.
Garry Moore
(oonl'd)
No ipa
11:15 SO
M5(
l>lng Dono Behool
Colgate: Bates
alt f 10-10:15
General Mills:
Tatham I.alrd
f 10:18 80
ci, 1,
Parents' Time*
NY-L
World at Horn-:
(Arlene Fra-ieis)
Partie sponsors
NY-LAF
Borden Foods
DCSS f 11:15-80
N\ I.
Strike II Itirh
Colgate
NY I.
Valiant I.a.lv
General Mills
l> P 9. K R
NY-L
Love of I.lfe
Anur Home Pr
NY-L B B-T
Search for Tom'w
Procter A Gamble
NY I. It 11 T
Guiding Light
Procter & Gamble
NY I. Ciimptoci
lack Paar Show
Sponsors not set
NY-L
Welcome
Travelers
Procter & Gamble
■ I. 11 c s
Ilnme
mf 11 12
Partlc sponsors
NY I.M
Tennessee Krnlc
Fnrd Show
Procter A Gamble
12-12:15 sec
Ilv I. Bsl 1!
• Feather Tout
Nest
Colgate-Palmolive
alt -I
NY I. Esty
\
programing
m-f
SATURDAY
ABC CBS MM
No nalsrork
programing
No network
pr-.k-i anting
No network
programing
No n-
programing
No 1 1
tilling
Captain
Midnight'
Wander Co
Tatham-Laird
NY-F
NY-F 113. 5C0
Tales of the
Texas Rangers
General Mills
Tatham -Laird
NY-F $12,500
Plak) 1."
11 1.
1, I.-
Paul WlnHiel.
Show
Co:
Moselle A Klsen
NY I.
Fury*
Gen Foods
NY-F BAB
Mr
■a*
Tin It
National Daily
Trods
I -
$13,500
\ ■ -.i..:k
. nlnr
l.nne Ranger
•ral .Mills
ny v n F s
sis. 000
I'nrle Johnny
Own
I.e-e;
McCann-
NY I. E-kkaon
W.5O0
.nilng
B 1
PTevlew (15 mln
before game)
to raise costs more than a few percent.
It is in the above-the-line costs that
the great fluctuations occur, sinee these
involve talent, direction, and script. \
leu "names" at the present going star
price "I $5-10,00 ' can knock \ our
1 udcel into the ashcan.
FALL DAYTIME TV LINEUP
2 p.m. to 6 p.m.
For 10 a.m. to 2 p.m. see previous page
HEAVY TYPE INDICATES NEW SHOW IN SLOT. SEi
| FOOTNOTE. BLANK MEANS SHOW IS NOT YET SET
Take Producer s Showcase, for ex-
ample. The gross price is 8260,000.
Of the net of 8221,000 only about
$60,000 usually goes for standard be-
low-the-line costs. Acting talent alone
will absorb an equal amount. Some
$25,000 will go to literary property
and script. The rest will cover the pro
ducing unit, the staging, chorus, ballet.
music. And if you want a Martin or
a Judy Garland, well — you might as
well be prepared to pay!
Is the cost problem completely out
of control? Not necessarily, is the ad-
man's view. Some believe an adver-
tiser can save considerably by owning
bis own show outright. Says one:
"Let's say I own a one-hour show
which costs me about 850,000. 1
might have to pay up to 880,000 for
the same thing if I bought it from a
packager."
A popular way of keeping costs
down is to offer material goods or
residual rights to stars rather than
cash; a Cadillac might prove very at-
tractive to a star in the 90rv tax
bracket. Plugs, such as those for air-
lines, are another method. Mutual
guesting by stars on each other's
shows is a good way of getting top
talent with no cash outlay.
Shop around, suggests an agency-
man. You may be able to duplicate a
package at a much better price.
2:1,
2:30
2:4;
3:15
3:30
3:45
4
4:15
4:30
4:45
6
SUNDAY
ABC
No network
programing
No network
programing
No network
programing
CBS
No network
programing
No network
programing
Let's Take
A Trip
Var-L
sus
Now
NY-L
Face the Nation
NY I.
5:15
5:30
Circus
5 ii
Kellogg Co
Leo Burnett
'.i hr alt wk
Omnibus
5-8:30
Aluminium Co
J\VT
5:45
Chunky ChiH'olate
& Itigglo
alt wk
NY 1,
J 15.800
Scolt Paper
JWT
(Two add'l spon-
sors not set)
\ hr $19,800
NBC
Amor Inventory
NY -L
Youth Wants
to Know
fien Dynamics
Morey Hum in
Johnstone
Wash 1/
Or. Spock
3-3 30
NY-L
NBC TV Opera*
(2:30-4)
Six peri in
'55 -'56 season
NY-L
Zoo Parade*
Quaker Oats
NL&B alt-sun
Amer Chicle
Ch-L D-F-S
alt wk sponsors
$13,000
Maurice Evans
Presents Hall-
mark Hall of
Fame*
(4-530 onee
a month)
Some IN COLOR
Hall Bros.
NY-L FC&B
$165,000
Wide Wide World
(4-5:30 twice
a month)
snonsors not set
Var-L
$150,000
Maurice Evans
Presents
(see above)
Wide Wide World
(see above)
Capt. Gallant of
i Legion
Heinz Foods
Mnxon
NY .lly-F
$25,000
MONDAY
ABC
No network
programing
No network
programing
No network
programing
Coca-Cola
l'.\T(T
General Mills
Knox-Reeves
Hy-F
y4 hr $2,800
CBS
NBC
£t£sV° !>',', 'V- ''^""'"'V"? •""«"""'• <■'•••> ""*<• «th changes in time slot, or
mtwmk From 1 , p.m <„ot charted), tilt network! have no programing esccnt on
Duggan-Phelps
2:15-30
NY-L $3,150
>A hr
Art Linkletter
Lever Bros.
BBDO
No network
programing
Pillsbury 51111s:
Rurnett
Hy-L $4,000
V* hr
Big Payoff
Dolgate-Palmollve
NY-L Esty
$3,000
•Bob Crosby
Carnation
Alt Wks
Larsen
C-M ' 3:30-15
Miles Labs
3:45-4
Hy-L $3,700
Brighter Day
P&O
Matinee
Theatre*
3-4
Hy-L
Y&R NY-L
$9,000
Way of the
World*
Borden Co
Y&R
The Secret Storm
Am Home Prods
NY-L B-B-T
5% hrs $8,500
On Your Account
(Win Elliott)
Procter & Gamble
NY-L B&B
</x hr $3,000
No network
programing
First Love
Jcicens Co
Phila-L Orr
!i hr $2. TOO
World of
Mr Sweeney
Procter & Gamble
NY I, B&B
\ hr $2,700
Modem Romances
Colgate- ralmolive
NY-L Houston
\ iir $2,000
Pinky Lee
Show
Partic sponsors
Hy-L
hr $2,800
%
Howdy Doodv
IN COLOR
Standard Brands
NY 1. Bates
\ hr $2,800
TUESDAY
ABC
CBS
NBC
No network
programing
No network
programing
Mickey Mouse
Club
5-6
TBA
Welch Grape jc
K&E
Armour
nil&McD
Carnation
Erwin Wasey
Hy-F
Art Linkletter
Kellogg Co
Leo Burnett
No network
programing
Pillsbury Mills
Leo Burnett
Hy-L
Big Payoff
sus tu, th
NY-L
Bob Crosby
Carnation Milk
Erwin. Wascy
Matinee Theatre'
3-4
Hy-L
Larsen
Campbell-Mlthun
3:30-45
Miles Labs
-3:45-4
Hy-L Wade
___■ „ Way of the World
Brighter Day (sponsor to be
NT-LP*° Y&R Uf ,U' *>
The Secret Storm
Amer Home Prs
NY-L B-B T
On Your Account
(Win Elliott)
Procter & Gamble
NY-L B&B
First Lore
sus lu, th
Phila-L Orr
World of
Mi Sweeney
Procter & Gamble
NY-L B&B
No network
programing
Modern Romances
!?olgaie-Palmolire
sp alt days
Bryan Houston
NY-L
Pinky I.ce
Show-
Part 1c sponsor:
General Foods
Y&R
Hy-L
Howdy Doody
IN COLOR
Kellogg Co
Leo Burnett
>lgate-Pa!mollTe
Tied Bates
NY-L
Sunday. On CBS TV "Oinnlbu
by Electric Cos. and Prudential In*.
runs till 6:30 p.m.: "You Are There."
is slotted from 6:30-7 p.m. NBC TV
sponsored
has "Meet
i/h' fir«p«**; Several agenc) and ;iil-
vertisei spokesmen inveigh beavil)
im, i the network practice "I t\ ing
ii|> hoi stars for l"i^ periods .«i tabu-
|om sums. Thej fear ilii* ma) l<-.nl to
i.„ km" up prices in the first few years
because "I 1 1 1 * - |>i^-il>ilii\ of the star's
dying or losing his popularit) . Kui l"
the networks, signing ii|> a star insures
exclusivity, is jusl good business. Fur-
thermore, the) argue, it doesn't neces-
- nil\ mean the contract u iili the -i.n
i- being amortized through tin- cost "I
t fit- show alone. In addition, the long-
term deal is said i<> make for stability ;
trithoul which there could verj well
be hopping back and forth between
iIk" networks as bidders lm> i n I < > action.
Networks are ui ged, too, to proi ide
I lui tion .it actual i ost Saj - an
M \ in. in : "I he nel work s basic i"l i
i- distribution <■! the message, and the
i.i twork i- doing a great sei \ i- e, 1 1
the network insists on assumin • the
responsibilit) foi produi tion it should
pi 01 ide thai produ tion .11 i osl
I he netwoi k i •-( >l \ i-. first, thai a
netwoi k i- i i<- < ulpable than an
nc) in ii \ ing to realize some profil
c M a Bhovt it pa« kages ; s< i ond, thai
nol all shows are profitable. In fact,
NBC I \ insists Btrongly, on the whole
it loses 1 1 1 < • m i • \ cm production. This is
what happened last year, a spokesman
-;i\-. Pari of the I"-- came via the
i Please turn to page "><• i
IAY
MM
No ri
programing
Matinee Theatre'
3-4
HyL
Way et the World
Borden Co
NY-L YtR
First I.ove
•larger
Phlla L Orr
Mr Sweeney
Procter A Gamble
\Y I BAB
Modern Romance)
DMgate Palniollve
so alt dure
Bryan Houston
Pinky Lee
Panic sponsor!
General Foods
r*B
Johnsn & Johnsn
1U I. T*B
How dy Doody
IN I OLOB
Continental Bkg
NT L Bates
THURSDAY
AIM CBS NBC
No netwoi k
programing
No network
programing
No network
programing
Robert Q. Lewla
NY I.
•ust
Art Ltnkletler
Kellogg Co
U'n Burnett
lu. tli I
No netwoik
programing
Plllsbury Mill*
m tli 2:45-3
I.eo Burnett
Big Tayoff
sus tu. th
NY I.
Bob f'rosby
Ton I
Weiss A Oell.r
th 8:30-45
TBA
Campbell Soups
1 . Burnett
Bristol Myers
dcss
Matinte Theatre'
3-4
HyL
Scott Paper
J \V Thompson
lly L
Brighter Pay Way of the World
P&G (sponsor to be
NY 1. 1MI set tu, th)
The Secret Storm
Amer Home Ptj
NY I. B B T
On Your Account
(Win Elliott)
Procter & Gamble
NY-L BAB
First Low
sus tu. th
Phlla-I.
World of
Mr Sweeney
Procter A Gamble
NY-L BAB
Modern Romance?
Colgate-Palmolive
sp alt days
Bryan Houetoo
Pinky Lee
Partlc: Intl Shoe
II HAMcD
lly L
No network
programing
Howdy Doody
IN COLOR
Kellogg Co
Leo Burnett
Standard
NY I.
Brands
Bate?
FRIDAY
ABC CBS
No network
programing
No network
programing
No network
programing
TBA
General Mills
Knox-Reeves
Mars Candy
Burnett
'1 I.CHll
Brown A: Winsil
alt wk 2 2:15
B iti
w.t 2:1
NY I. -i^t
Art Unkletter
I-evcr Bros.
BBDO m.w f
I)ole Pineapple
2:45 3
Hy -L Ayer
Big Payoff
Colgate
NY-L E>ty
Bob Crosby
SOS: McCann-E
Gcrber: D'Arcy
alt f 3:30 13
General Mills
u-cves
lly L
Brighter DM
PftG
NY 1. YAR
Tli.' Secret Storm
Am 11"-
NY-L B-B-T
On Your Account
(Win Elliott)
Procter A Gamble
NY I. BAB
Barker Bill's
("artoon-
Gen Mills
NY F Esty
The New
Re rue
IN i HUIIl
NY 1.
\ |;< - i/, i . 1/ ' \ub i- mow sold "iii
SATURDAY
MM AIM <I»S MM
No network
programing
m f
Matinee Theatre"
3-4
Hy-L
Way of the World
Borden
NY-L YAR
First
Jergt; '
Phlla-L Orr
I of
Mr Sweeney
Procter A Gamble
NY I. BA.lt
Mf«lrrn Romance*
Colgate Palruoliie
«n alt day*
Bryan Houston
Pink
Partlc: Gen Fds
YA-lt tu.n.f
II I.
IS i'
I. u den's
Mathes
II II*M-
alt f 5:45-6
Welch Grp Juice
alt f
NY L DCSS
No netwoik
programing
No netwoik
programing
No i ■ ■
programing
programing
College
2 pm to concl
five regional
games
(sponson
Var L
KCAJt football
concl
\ KAE;
I-udgln:
I ral Cigar
YAH
Var L
i larter
p)
College Football
(see above)
College
(«ee above |
milng
nc\a rwrban
(see ■
NCXA Football
(see above)
Scoreboard
(15 mln poet-
gamel
Dow Chemical
'lanus.
v Adamt
Var L
■ 'work
programing
the Press'' ( Pen- American and Johns-Manville) from i:-G:30 p.m.. and
(Geneial Ponds; fn>m G S0-7 p.m. Abbreviations: NY" means New Ymk II
>*h. Chicago. I. means li>e F nie»n< film
Standard Time. TBA means to b» at nounce-.l
All times listed are Eastern
The industry's personnel pool
Having trouble* finding the right man for the joh? Chanees are the
Iti T,S* Listening Post Committee has already traeked him down
J^ friend once asked Abe Kabibble
win the long puss. The Hershfield
cartoon < haracter explained he had
just landed a job at $20,000 per.
"\\ hat a job to lose!" he wailed.
That kinil <>l fear is fairly common
among radio-fr advertising executives.
The pace and executive turnover are
both fast. The worst of it is that
main a ke) man, expert enough in
his own \Nork. just doesn't know how
to go about looking for a job.
At the same time advertisers and
agencies frequently spend weeks look-
ing fur men with the right kind of
know how to fill posts as brand man-
agers, radio-tv specialists. And the
Symbol of the RTES committee,
the Listening Post will soon
be extending its area of
coverage to other key cities
demand today for executives in adver-
tising with radio and tv background
is higher than it's ever been because
of the rapid rise in the importance
of the air media.
How to bridge the gap?
One of the best places to find a job
— or get a man — is at the Listening
Post, award-winning employment com-
mittee of the Radio and Television
Executives Society Inc. It combines
the services of an employment agenc\
and a personnel counselor — and there's
no fee involved for employer or
employee.
Right now Listening Post is finding
men and women for hard-to-fill jobs
Last year's Listening Post committee at work, 1. to r. (seated):
Bill MacRae, WLW-TV; Elizabeth Clarkson RTES executive secre-
tary: Chairman Roland Van Nostrand, then with -Mutual, now with
Esquire magazine; Jock Soell, H-R Reps; Maggi Eaton, Radio Re-
ports; (standing) : Charles Bernard, WABC; Hal Mers, 4A's; Tom
Hamilton, then with CBS, now with WNDU-TV : MacRae, Eaton.
Bernard, and Mers are on this year'- committee, too. Additional
members are Chairman Roger Pryor, Foote. Cone & Belding; Robert
Gips, Mel Gold Productions: Norman Gladnev. Buloxa Watch Co.;
Wini Hall, CBS; Charles Maxwell, RAB: Carolyn Met-. \~...
ciation of Casualty & Surety Co's. ; William Morwood, Re\ue
Productions (MCA): Frieda Redder. Foote. Cone & Belding.
42
SPONSOR
nl the rate oi more than foui .1 week,
ranging from .1 I iO-a-week secretai j
1,, .1 - 30,000-a-) eai exe< utive.
The beaut) <>t the thing i- the utter
lack of red tape. Here's how it works:
\\ hen a job opens, the employe]
• implv gets in tou< li with RTES'
Listening Posl < ommittee 1 9ee \>>>\
foi how). Anyone, anywhere in tin*
1 ounti \ can - n I »m i t openings to the
( lommittee. < hances are i( alread)
on file the resumes ol ->v eral peo
lie qualified to till (In- posl ami can
refei an) number uf them before the
1- out.
\\ hal sets Listening Posl aparl from
the ordinan employment agency?
[wo things:
I. I he contact 1- much more per-
sonal, and the imli\ iduals refei red foi
the job are general!) more intimatel)
known, their qualifications better ap-
sed for the specific opening
-'. I here's no fee involved.
I here - no fee be< ause Listening
Posl is ,1 voluntar) effort. Anyone
with experience in the business side
■ ■I radio and or t\ can take advantage
ol il- services, providing he's actual!)
onl "I work 1 or within two weeks of
being sol. Talent and technicians are
excluded because il is felt, the) 1 an
fmd for themselves, or get help from
their unions.
Claude Barrere, RTES secretary,
puts it this wa\ : "People in low-salar)
brackets can use the employment
agencies. Those who've been getting
big mone) can count on help from
friends or can afford to hire a man-
agement counseling service; usually,
the) don't need so much help as the
people in the $7,500-25,000 bracket."
If the applicant lives in or near
New 1 ork he comes in on appointment
for a Thursda) night interview b)
members of the Listening Post Com-
mittee. Nothing formal. Committee
members simply chal with the appli-
cant, find out what he can do. ex-
change job information, make specific
suggestions. If necessar) they help
write or improve resumes. Out-of-
towners can send in copies of their
resumes.
On the other side, an employer seek-
ing personnel handled by the Listen-
ing Post can telephone or write in the
details of the job and the experience
he is looking for. "Every effort is
made to adapt the referral procedure
to suit the employer." explains RTES
Executive Secretary Elizabeth Clark-
son. "Il he wishes the opening kept
< on tit l«-ii 1 i .1 1 . resumes oi appli* ants
meeting the spa ifii ations are senl di-
ii-< 1 w it li< >u t the < ommittee's 01 appli
< .mi s know lei
Hi hi summaries oi new job seekers
in the ' ategoi ies "I management,
production sales, w 1 iting are maih d
ea< h month i<> RTES membei - and
anj one else w bo want- them.
But there's more to it than mere
routine distribution "I information.
1 1 » i — i- the side ol it that's leas known,
but it's the side thai make the whole
thing ti<k ami Bets ii apart from an
ordinal j emplo) menl sei v i' e. It's
the side thai has inspired hundreds oi
men and women to -it down and write
some of the sinceresl -in< ere letters ol
thanks evei received b) the persons
the) were addressed i". It's the hu-
man side. For though the Listening
Posl seems to keep regular hour- onl)
i. n<e a week, committee members ac-
tuall) work at it da) in, <la\ out. call-
ing prospective employers, taking
them to lunch, seeing them after hours.
^.~r
RTES l 1 Elizabeth < larluon ac-
plaque iwanlcil li-; ; I'u-i !•>
\nii r 11 in fradi \ iation Executrvi
running here oi there to dig up a
lead or follow one through thai ma)
|in~~ihK turn into .1 job for Bomeone.
How hard the) work at il 1 an be
judged from the in< reasing bu< • ess of
the undertaking. \< 1 ording to RTES1
Elizabeth Clarkson the ratio of place-
' Please turn to page 9 1 I
IIOW TO GET OH FILL 1 JOK VIA LISTENING POST
JOB SEEKERS:
To be eligible, applicants must have radio 01 it experience,
be out oj work or within two weeks of termination initli d<it>
known to employer). Performers, technicians not eligible.
• Register Thursda) between 9:30 a.m. and noon at RTES
Listening Posl headquarters, IlM Lexington We., New ^ ork.
Room 2731. for interview appointment. I Interview sessions
are held Thursda) evenings beginning at .1:50 p.m.)
• Bring live copies of resume to )our appointment.
• If you live outside of the New 1 <>rk area, -end resume
copies in above address, state that you are unemployed oi
about to he (with date known to employer), indicate job and
location preferences, lowest acceptable salary.
EMPLOYERS:
// preferred, all arrangements can be confidential, with
resumes of applicants sent without knowledge of committee
members or applicants.
• Call or write RTES Listening Post headquarters, 420
Lexington \\c. New York, Room 2731 (LE 2-3988).
• (live job description, including requirements and salary.
• State whether applicant should -end resumes, plume, or
come in tor appointment.
19 SEPTEMBER 1955
43
Radio Ikii
I <>s Angeles deal*
■ m '
jT he first month after Ed James took
over a Buick agencj in downtown Los
Vngeles lie sold 57 new cars.
This \ear the Ed James Buick Co.
has been selling nearly 10 times as
man) per month and James now head*
the largest Buick agency in the world.
\ll this happened in the space of a
little more than three vears.
The how-did-he-do-it question con
naturalb to a fabulous success story
like this. While there is no simple
answer, it is no coincidence that the
advertising medium Ed James has de-
pended on most during the short,
happy life of his "Jamestown" dealer-
ship was radio.
\\ hen James first took on the Buick
agenc) i he had previously been a
Studebaker dealer in Long Beach) he
(hose radio as his basic ad medium be-
cause of its low dollar cost and its low
cost of reaching people. Though he
had a small budget at the time. James
got maximum mileage out of it b\ hi-
determination to concentrate on and
dominate whatever medium (or outletl
RADIO WAS PRIME MEDIUM
l\ JAMES- FABULOUS GROWTH
1
2
3
[ Ed James took over Buick agency
! on L.A.'s "auto row" despite warn?
I ings thai suburbs were the place
I to go. Today. Jamestown boasts
! more than 11 acres of selling,
service -pace
[ Jingle on radio. "Jamestown 18
1 Buicktown," which was done bj
! Song Ads helped to build identi-
1 neat ion for auto agency. Center
| picture -how- James at piano with
Song Ads personnel
In recognition of James" sales rec-
ord-. GM president Harlow Cur-
tice center, presents him with
model of new Buick. At right U
William Hufstader. executive vice
president of GM
SPONSOR
Id world's biggest lliiirk win v
, I'lii'ohl in iIii-«m' years, says way to use i-.-nlio is io <lominnl<' ii
In- decided to use in his advertising.
He was able to do this l>\ picking
one or two oi the stations with the
lowest long-term rates. He then added
others as 9ales ro9e.
Iliis polio) oi domination and con-
centration is still being carried on.
Radio's econom) being what it i-.
James can do this without spending all
hi- ad monej in the medium. I In point
of fact, he i- spending less than half.)
He i- aide to drum a\\a\ week alter
week and blanket the Los Vngeles area
for somewhere in the neighborhood
of >7~>.ooo a year.
The James ad agency, Sale- Con-
sultants, Inc., buys a basic schedule on
Eve major independent -tat ion-: Kl. \( '.
KMPC, KFAC, KBIG and kl'OL.
loial number oi announcements
Weekl) comes to more than (><• on the
ha-i< schedule. In addition, there are
weekend saturation campaigns. Re-
cently, these saturation dri\es have
been put on almost everj weekend. For
this purpose Sale- Consultants adds
Eve to seven olhei independent- plus
-ome ol the network stations. I he total
number ol annoum ements added i-
u-ualK more than the basic schedule,
running at about 90 i" I • " > announce-
ments 1 1 oin I Ii ii i ~< la \ il igh Satui -
da\ . Rounding out the radio picture
i- a dail) 15-minute new- -how (8:30-
.".: I") a.m. ' on k I' \( '..
James alio, ates between $35 and 1 15
per cai -old to ad\ ei tising. Sin* e he
i- now selling new cars at the rate oi
6,000 a year, that means a total budget
ol' between $215,000 and $270,000.
The budget i- broken down roughl]
a- follows: Vboul a thud goes to
radio. This i- the biggest chunk.
Newspaper- net 10' «. Because of an
intensive customer relations drive
which -tarted la-t December, James
ha- been increasing the monej going
to direct mail ami this now run- be-
tween 2") and 30^1 of the budget. The
remaining 30' ! m so i- dh ided be-
tween t\ and -oine miscellaneous oper-
ation- such a- publicit) and factor)
literature. 1 In addition |<> this, James
participate- in the L.A. Metropolitan
\ ■ ■, - ad cam-
paigns. 1
lame- likes ladio - Bpeed, and i
-ii< 1 essfui auto retailei must move
la-t these days. Because ol In- fieav)
sales volume, hi- -to. k- ■ an he.
une\ en fairl) rapidly. I In- • all- foi
frequent changes in commen ial 1 opy.
It i- not unusual foi a telephone call
at noon to result in a lull-DIOM a 1 op)
idea at the ad agenc) l>* 2:00 p.m..
an announcement written and polished
I \ 1:00 p.m. and on tin an one houi
later, 01 a total elapsed time ol
hours.
Jame- and hi- a>l agew s have done
e\ en bettei than this. ( hi I '« June the
short-lived Genera] Motors strike whi h
came at just about settlement time on
the guaranteed annual wage issue, had
led to a -hai p. sudden do line in auto
-air-. \\ hile it might he e tpe< ted thai
a strike would cause a rush on auto
dealers, exactly the opposite happened.
I he theory is that cai bu) ers held
back, believing that the threatened cai
1 Please tui n i<> page 70 1
Jame- like- ratlin be< ause ii permits quick changes in sales plugs.
Changes often come out oi sales meetings, such a- one 9hown below.
Portl) Don Wilson, who "mi fame announcing for lack Benny, ha-
been retained a- "Voice "I Jamestown," does nearlj all commercials
19 SEPTEMBER 1955
45
Free & Peters represent 30 of the
Best Radio Stations in the United States and Hawaii
to get you out of the woods
Now, for the first time, with our new Spot Radio Pocket Guide,
you can estimate markets and costs — quickly, at a glance.
Your campaign plans can include getting sales messages
to everybody — everywhere, using this exclusive
Spot Radio Sales Power.
Let us present you with a copy, and explain its use.
Pioneer Station Represmtatites Since 1932
P
REE & JT ETERS, INC,
ATLANT *
Glenn Bldg.
Main 5667
DETROIT
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Woodward 1-4255
FT. WORTH
- 11 . Setentb St.
Fortune 3349
NEW YORK
:s" P..'t Atenue
Plaza 1-2-00
HOLLYWOOD
6H| Hnlhuood Blid.
Hollywood 9-2151
r UK VGO
V:.h,gin Ate.
Franklin 2
S \N FRANCISCO
Run Building
Suiter 1-3-9*
j&v \ L N ^ _ i — ; 7
*-<! \\X\ .mmuIM advertisers- JomS BcfltOF
J— ferr - J?h —
feSu thafcomes out today.
B^-rFroml950 to 1954 the nul-
fbv the I From -nenders increased in
P Min- nuXr f- 222 to 259 and in-
h ^"^ ve'eJheavily in television yjj
Itrus juice 2J* that medium nto seco ^
trough ac- lace. Magazine are .reg,
' crop divi- 27.i per cent f ™«erti8ing out-
i inc. The total national adve ^ ^
td that the lay. tdeviajj -^pXapers are a
^kadio, which as recenuy ^
years ago got a quarte r
.he spending, now gets on y uUofl
**- -jyp ef-
•WM
U in un—- |
total expeg^Jg
L
J
LACK OF SPOT DATA MISLEADS
PRESS ON AIR SPENDING
W ailure of the spot radio and tv media to publish dollar spend-
ing by individual advertisers continues to play down the impor-
tance of these two media, resulting in too much analysis of
radio-tv trends based on network billings alone.
Latest case in which a negative impression of radio's and tv's
status got wide publicity came recently when ad news columns,
like that in The New York Times (see clipping above) carried
item about story in Printers' Ink which said (1) radio's share of
expenditures by advertisers spending $1 million or more annually
declined from 25a of total in 1951 to 10'' in 1954, (2) tv
spending by "millionaires" was less than for magazines.
Pi's story treated '"millionaire" spending in seven media: net-
work radio and tv, magazines, newspapers, supplements, farm
paper-, business publications. But its release, on which the news-
paper stories were based, referred to radio and tv without speci-
fying it was network only, whereas the actual PI story did make
the distinction. As clipping shows, Times did not check the release.
Pi's managing editor, Carroll Swan, who pointed out that Pi's
story specified, in the second paragraph that the radio-tv figures
were network only, agreed that lack of air spot data represented
a vital gap in broadcast industry information. He told sponsor
leaving word "network" out of release was an oversight. * * *
48
■
m°
nrvn
Jj
Tliirc! M«'cir: Phillips Petroleum, one
of the country's biggest buyers of
syndicated film shows for multi-market
spotting, has signed for a third season
of Ziv's / Led Three Lives — six months
before the renewal date.
When Phillips first bought the series
some two years ago, the oil firm
spotted the show in 21 markets, large-
ly in nighttime Class "A" slots. Now
the list stands at 36 markets, ranging
from Minneapolis-St. Paul down
through the Midwest and South to
Florida.
According to Lambert & Feasley.
the oil firm's agency, the number of
cities will be expanded within the
next few weeks to a total of 70.
Production, meanwhile, has already
started on the third cycle. Star Richard
Carlson has signed a contract for 10
years with Ziv. involving a sum of
$2,275,000.
The show has been a substantial hit
with audiences, too. It has consistent-
ly landed in the topmost three posi-
tions in sponsor's multi-market Pul-e
chart of non-network film programs,
often outpulling network opposition
at the local level.
Rerun: The biggest deal of the year
for a former network film series was
made this month by Television Pro-
grams of America.
The transaction involved the out-
right purchase of 104 episodes of
Private Secretary, the situation come-
dy series starring Ann Sothern that
has been alternating with Jack Benny
on CBS TV for American Tobacco. \-
a down payment. TPA paid producer
Jack ChertokSl million — in lump sum.
Retitled Susie, the series will be
sold at the regional and local syndica-
tion level by TPA. A new production
cycle of Private Secretary, meanwhile.
will continue at the network level, and
will continue to be produced by Cher-
tok. The series started on CBS I \
on 1 February 1952.
Vitapix first: The first major "film
network"' operation began official b
last week.
i Please turn to jHige 50 I
SPONSOR
lingers
gives you more than 50% greater kid audience in Northern Calitornia
*">«s^
For full details of this 5 to 6 p.m.
Monday through Friday show that's
far out in front in San Francisco and
the great KPIX area, call Lou Simon
at KPIX (PRospect 6-5100),
or see your Katz man.
No selling campaign in the San Francisco area is complete without
km
■ CHAN
IX
WESTINGHOUSE BROADCASTING COMPANY, INC.
CHANNEL
S
SAN FRANCISCO, CALIFORNIA
Affiliated uith CBS Tela ision Setuort
Represented b) the Katz Agency
@@©
WBZ WBZA . WBZ-TV. Bcucn
KYW . WPTZ, nttmttlftif
KDK»«KDKATV. Putiburfb
W0W0. I .
REX. PirtUmJ
• J by Frrt O Pilrrs. Inc.
KPIX. >wi Fra-iino
Rtprrwttd by Thf Kil: Agtncy
19 SEPTEMBER 1955
49
WSAU-Tv
WAUSAU, WISCONSIN
ABC • DuMont
CHANNEL 7
110,000 watts
1,921 ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
Represented by
MEEKER, TV.
(lew York. Chi.. Los Angeles. San Fran.
Stockholders Include
RADIO STATIONS:
WSAU - WFHR - WATK
NEWSPAPERS:
Wausau Daily Record-Herald
Marshfield News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
FILM NOTES
(Continued from page 18 I
In a number of markets. Bardahl
Oil C<>. started multi-market sponsor-
ship of Guild Films" Confidential File.
Before the month is out. Bardahl will
he active with the series — on a co-
sponsorship hasis — in more than 50
prime markets.
Handled through Vitapix, whose sta-
tions had largely agreed to clear choice
time for the series, Bardahl will be
hilled with a single invoice, instead of
the man) usually associated with spot
tv film placement.
Other sponsors vary widely from
national to local advertisers, with the
co-sponsors picking it up on a local
basis.
Swashbuchle: The trend to historical
adventure filming for tv continues.
Latest deal, announced last Wednes-
day (14 September): CBS TV. in
conjunction with Goodson-Todman,
will make a tv film series based on
Random House's "Landmark Books."
The series is an anthology of adven-
ture stories based on the lives of
American heroes like John Paul Jones,
the Wright Brothers, and Sam Hous-
ton. In the four years since the Land-
mark series was launched, more than
6.5 million copies have been sold, ac-
cording to Random House's Bennett
Cerf.
With the trend in program length
currently to hour-long, rather than
half-hour, shows, producers Mark
Goodson and Bill Todman plan to
make two different pilot films for the
series. One will be a half-hour, in
case the project is developed with an
eye on syndication; the other will be a
full hour, in case the series is snapped
up for network-level airing.
No hack literary series, the Land-
mark literary stable includes such
authors as Thomas B. Costain, Pearl
S. Buck, John Gunther, C. S. Forester,
MacKinlay Kantor. Quentin Reynolds.
Samuel Hopkins Adams. Dorothv Can-
field Fisher. Approximately 16 new
Landmark titles are launched yearly.
Jackpot: Many an adman's attention
was focused sharply on the Famous
Film Festival which debuted yester-
day ( 18 September i on ABC TV net-
work as a new participating vehicle.
And. in most cases, the interest was
divided between business and personal
curiosity.
V- a gimmick to launch the film
series, which used Odd Man Out as
its premiere feature. ABC TV has
been running a guess-the-Nielsen-
iating contest among some 800 mem-
bers of agency media and research de-
partments.
The rules are simple. Admen have
to estimate the Nielsen average for the
tour telecasts of Famous Film Festival
as reported in the Nielson pocket
pieces for October (covering the
shows of 25 September through 16
• •••••••
"What is that sound we hear booming
through almost every home workshop
on Saturdays? That's radio. What's
the sound that follows men around
when they work in their gardens or
anywhere else around the house on
Saturdays? That's radio. Have we
sold to the advertisers of America the
fact that radio has a bigger masculine
audience on Saturdays (and Sundays)
than anv other dav of the week?"
'ELDON CAMPBELL
National Sales Manager
Westinghousc Broadcasting Co.
• •••••••
October). In addition, and as a
hedge against ties, admen had to esti-
mate the average number of homes
reached for the four-week period.
The contest officially closed on 11
September. First prize: $1,000 cash.
There are second and third prizes of
$500 and $250.
A. C. Nielsen, whose figures are
being used as the winning standard,
made no comment on whether ABC
TV's contest was likely to start a
864,000 trend among research-minded
agencies.
Toastmaster: Among after-dinner
speakers, George Jessels fame is
legendary. Now, the versatile perform-
er-producer is stepping into syndicated
tv film production this fall with his
''toastmaster'' act.
With Robert L. Roberts, \oung
Broadway and Hollywood producer,
Jessel has formed a production firm,
and intends to launch as his first film
series his own Guest of Honor.
The series will feature Jessel pre-
siding in the role of toastmaster at a
series of actual dinners in honor of
someone of importance on the national
scene. Lined up so far: Eddie Cantor,
Fred Allen, Joe E. Lewis. Ted Lewis,
Jane Froman. Sammy Davis Jr., Willy
Mays, Leo Durocher. Toots Shor and
others.
Business offices are currently being
set up in New ^ ork and Hollywood.
• **
50
SPONSOR
*£>'
v>
»v
*t22*<
THE PLACE TO BE
IS CHANNEL
MAXIMUM / POWER
E. NEWTON WRAY
President and General Manager
Represented Nationally by
EDWARD PETRY & CO., INC.
151,941 TV Sets
A Billion Dollar Market
1V4 Million People +
TOWER HEIGHT: 1143 Ft. Above Average Terrain
1153 Ft. Above Ground • 1403 Ft. Above Sea Level
THE BEST TV BUY BETWEEN ATLANTA AND DALLAS
19 SEPTEMBER 1955
51
£•
\i'u developments on SPONSOR stories
RIGHT
RIGHT
RIGHT
RIGHT
RIGHT
RIGHT
says Pall Mall
says Schlitz
says Fels Naptha
says Anacin
says Standard Oil
of Indiana
say these blue chip
local advertisers:
Carpenter Baking Co.
Luick Sealtest
Boston Store
First Wisconsin National Bank
Graf's Beverages
MATCH THIS COST!
33>^p per 1000 homes based
on 156 time National Rate
MATCH THIS COVERAGE!
54% ot population in
Wealthy Wisconsin
Make the shrewd
1000 watts at 920
24 Hours a Day
National Representative:
THE BOLLING COMPANY, INC.
52
See: How spot helpt-H build Paper-Mate to
No. 1 hall point
ISSUe: 22 February 1954, page 40
Subject: Spot rued to bnild ball points
"The pendulum seems to have swung considerabl) in the last 18
months."' commented Paper-Mate Eastern's advertising manager,
David Kittredge. Where spot u and network radio were tarrying
the hall as far a>- the air media were concerned in early 1954, todai
net tv and spot radio are the mainstays of the S2 million budget.
People Are Funny will he carried this fall on 143 NBC TV stations
at 9:00 p.m. Saturdays. '"Following Pern Como is a good break
for us. b) the way," Kittredge noted. He stated that the radio version
of the Art Linkletter show would definitely be dropped in favor of
spot radio, which affords a "greater local flexibility" for Paper-Mate.
\n small reason is the success of the two-tone model among school
crowds. "We were caught flat-looted by the tremendous demand for
school colors in our pens, but now that we've caught up. we're usin»
earl) morning participations on disk jockev shows to plug the idea."
Original!) the two-color pens started in auto colors, but when the
school kids picked it up, the demand swelled bevond Paper-Mate's
loudest expectations.
Spot tv. upon which the fast growing Paper-Mate pen was built, ie
still used, but onl) where it can beat out network tv for ratings in a
market, i.e. in a multi-station market.
Kittredge mentioned color t\ sadly, wishing that the high costs
and limited availabilities hadn't kept them out of it. "We ma\ use
it later, he said, "but right now it's too rich for my blood."' In
another 18 months, though, the pendulum may swing some more.
See:
International radio and tv: 1954
ISSUe: 28 June 1954, page 41
Subject: U.S. advertisers in foreign market*
Writing in a national export magazine" recently, Andrew N.
Vladimir, radio-tv plans director of Gotham-Vladimir Advertising,
New York advised American firms with ad campaigns in foreign
markets of the best way to utilize their advertising dollars. Despite
the similarities of selling some articles in all markets, \ ladimir
stressed the need for localizing the message through proper prepara-
tion and deliver) .
Some of the warnings Vladimir voiced to advertisers are familiar
ones, e.g. the need for proper supervision of delivery and adjacen-
cies and unity of advertising. His opinion was that the only wa\
a sponsor can be sure that he is getting his message across is to
have an agencv with foreign offices in the market supervise the
operation. With this control the advertiser is represented direct!)
in the markets served by the media he is using.
Citing the difference between broadcasting standards in this coun-
trv and abroad, the article went on to sketch in the advantages of
filmed or recorded commercials done in this country with foreign
talent to assure complete control of the message. Though the cost
is higher, this added cost becomes smaller in proportion to the
number of times the message is aired.
For the advertiser seeking to have control of his message, vet
needing to limit the cost of his tv advertising. \ ladimir offered
kines as a solution. They are less expensive than film, yet can do
an adequate selling job, he noted. * * *
*F,xport trade and Shipper, 9 May 1955, page 10.
SPONSOR
Out if here the west grows
fastest! That's San Diego .
a market that spent
$65,597,000 for Lumber -
Building Materials and
Hardware in 1954- In this
category, San Diego is . . .
BIGGER-
THAN
MARKET in the sale of
Lumber and Building Materials*
SEE YOUR PETRY MAN!
BUFFALO, N. Y.,
KANSAS CITY, MO.,
MIAMI, FLA., OR
DALLAS, TEXAS
'Sales Mgt. Survey of Buying Power, 1955
KFMBl^TV
HHUIIU M \ \Kyt HKOUX ISTING. l>-i
REPRESENTED nv PFIKY
s\s DIEGO, i M IP.
America's more market
19 SEPTEMBER 1955
53
BUTTERMINTS
SPONSOR: Km., [■ I Products AGENCY: Direct
( IPS1 II I w HISTORY: Seabreeze Buttermints cost
i>nl\ 29c, but <t nine-announcement-per-tveek schedule
on II II \ boosted sales $11,236 after a 20-week cam-
paign. Total sales tripled those during a similar period
without the use of radio. Cost was $63 per week. As a
result ol tin's showing, the sponsor decided to return to
II I I \ and put his entire advertising budget into the
radio campaign.
\\ I \ Y Columbus, Ohio
PROGRAM: Malcolm Richards
Show
results
SODA SHOP
SPONSOR: College Soda Shoppe
AGENCY: Direct
CAPSULE CASE HISTORY: During an IB-week media
test on WDl A. the College Soda Shoppe used no other
advertising at all. The announcement schedule chosen
was a one-minute announcement five times per iveek on
the Night Train show, rn.c.'d by Earl Stogner. Cost:
$182. Result: Business tripled over previous 18 iveeks.
WDVA, Danville, \a.
PROGRAM: Night Train
REBUILT TIRES
SPONSOR: Central Tire Service AGENCY: Hopfer-Castleman
CAPSULE CASE HISTORY: Without even displaying a
sign at the point of sale, Central Tire Service sold out its
15-day stock of 600 rebuilt tires in only five days. The
only advertising used was the company's five-minute
daily program. Date Book, on KLX. The tires sold for
$6.95, bringing in a total of $4,170 for an advertising
cost of only $80. The sponsor had to change his an-
nouncement after five days because, after the 600 tires
u <-rr gone, no more were available to the company.
KLX, Oakland, Calif.
PROGRAM: Date Book
CATALOG
SPONSOR: Grossman's Lumber Co. AGENCY: Coope: „
Advert*
I VPSULE CASE HISTORY: The 18 outlets of I,
man's Lumber Co. handle a complete line of builtt
materials. When the firm bought participations in Mo 1
Baker's Sunrise Salute it used the first two weeks o
contract to advertise a (Jr>-j>age do-it-yourself cau I
Two announcements a day, six days a week, bro hi
1,383 inquiries at a cost of $240. Inquiries came in j m
29 counties in five states at a cost of 17c per inquir
WEEI, Boston
PROGRAM: Sunrise Si,
MEAT
SPONSOR: The Meat Center
AGENCY: E«
CAPSULE CASE HISTORY: To advertise the changi*
ownership, The Meat Center bought a one-minute ■
mercial on Thursday, Friday, and Saturday on WM"t
The Gospel Train. The show was aimed at the Vil
audience of the South Florida area, offered watermeM
for 10c apiece with each purchase of meat. By the
of the week some 650 customers specifically asked v
the special. Sponsor commented that the campaign I
less than a once-a-week \egro newspaper ad he'd ij
and got far better results than expected. Cost oj u
three commercials: $27.
WMIE. Miami
PROGRAM: The Gospel) a
FARM EQUIPMENT
-
SPONSOR: Pacific Tractor & AGENCY: Del
Equipment Ltd.
CAPSULE CASE HISTORY: A $1,500 forage liar
was sold as the direct result of a five-minute interim
on CKOV's weekday farm series that cost the spo,n
$6.75. The feature, Around the Valley in Agriculte,
i*5 broadcast at 7:05 a.m. Radio time salesman h,h
Caley conducted the interview.
CKOY, Kelowna, B. C.
PROGRAM: Around the In
in Agricu rt
USED BUSES
SPONSOR: Los Angeles City School AGENCY
Bus System
CAPSULE CASE HISTORY: The market for used
buses is slim, but KRKD sold 17 within two months
the sponsor. Cop) stressed the do-it-yourself an
suggested that anyone handy with a blowtorch, mon
wrench, and screwdriver could drive his bus to a sitt'e
selected and convert the bus into a hot house, work si '.
boathouse, hot dog stand, or what have you. A tola »/
240 announcements were used, resulting in an averagtd
cost of $62 per bus. Buses sold for about $1,000 en.
KRKD, Los Angeles
PROGRAM : Announcem «
From The Desk Of DON W. BURDEN
WHEN TEXANS SAY SOMETHING IS GOOD, IT'S GOTTA
BE GOOD I READ THE ATTACHED LETTER AND SEE.'.'
THEN CALL KOIL SALES OR YOUR NEAREST AVERY -
KNODEL MAN AND LET KOIL GO TO WORK FOR YOU.J:
RESULTS COUNT, AND YOU GET TEM on KQIL-OMAHA.
KOIL 0 malms Only 24 Hour Music, News & Sports Station
LkS^'LJL-/ OMAN,
V- AVS „y-3^ VS°°X' .e^,iV-A\.#'(,*'
ro^ ^Y ,es. rf9,, V^,. » PeV- .vo^
19 SEPTEMBER 1955
55
the
big
listen
is
to
kbis
bakersfield
California
970
The only popular music and news in-
dependent station in Bakersfield and
Kern county, dominating California's
Southern San Joaquin Valley 24 hour*
a day!
representatives :
SAN FRANCISCO DAREN McCAVREN
NEW YORK
CHICAGO
ST. LOUIS
LOS ANCELES
ADAM YOUNC |R.
(Continued from page 10 I
ized out of blocks of words and a picture or two, that you
calculated to get me or anyone else to part with money in
return for shaving cream.
However, do not despair.
There is a new form of advertising, one which may have
escaped your attention since you are so busy, that is doing
wonders actually causing people to seek out and pay for
products. This development miraculouslv brings a series of
pictures right into people's homes.
Housed inside of a square box, available in various wood
finishes, is a glass convolution upon the surface of which
can be made to appear your product not merely lying there
in a state of torpor but in use. For example, a handsome
young man can actually apply the product to his jowl- in
front of an audience.
This gimmick in addition makes it feasible for your client
to have the aforementioned man talk. Properly selected
words — that is, words put into phrases which sound natural
and are believable — can actually be heard coming from
his lips.
This enables you to use sight and sound and motion to
advertise your shaving cream tubes, a sales facility that
assuredly will bring new successes to your product, yourself
and indirectly to me merely because I work in the same agen-
cy. This last link in the financial chain will enable me to
buy the product and make it unnecessary for me to bum one.
To: Mr. Foreman
From: Mr. Crary
The client and I have read your suggestion carefully.
After study and budget considerations, we would like your
recommendations on the following. How to best utilize this
newr medium you allude to. You must provide u> with
coverage in the 300 top cities. I understand that this medium
can be purchased in networks of stations and that the time
of day can be selected to fit the advertiser's needs. So we
suggest three or four minutes of time between 8:00 and
10:00 in the evening so wre can reach only men to tell a
lengthy scientific story to them. We, of course, require color
to set our brilliant new package off from competition. Our
budget for this fiscal year is $350,000.
To: Mr. Crary
From: Mr. Foreman
Enclosed please find 75c for a large size tube.
56
SPONSOR
FEATURESf ROGERS AUTRY
SMASH SATURDAY DAYTIME
RATING RECORDS
Tough Network Leaders Toppled in
Market after Market!
INDIANAPOLIS (Saturday, 1 1:30 A.M.-12:30P.M.) 14.1
MCA TV's hour-long Western Film package tops/ytough network . / Z'
competitors by 145%, 61% and 444% respectively! (ARB, July 1955) '^C^hyt^e^
COLUMBUS (Saturday, 9:30—10:30 A.M.) 12.9
/uJZf—2
The biggest*ever earned in the period. Jumped sets-in-use 75%\
most triple the previous rating for the time spot! (ARB, June 1955)
J5
HOUSTON (Saturday, 12:00-1:00 P.M.) 14.9
Beats the top-rated Saturday afternoon network show by 144% —
catapults time period rating first time out from 8.1 to 14.9! (ARB,
July 1955)
56 hour-long features starring GENE AUTRY
67 hour-long features starring ROY ROGERS
Stampede the audience to these double-barreled
*3J j£jlZ<L- W\\s in the markehof your choice. Terrific ratings —
■A , fi/ s**^ available now.' Call MCA foday.
Job No. 7917 — MCA-TVMag Ad
46410 AT 8763 Proof A
\
9370 Santa Monica Blvd., Beverly Hills
a forum on questions of current interest
to air advertisers and their agencies
Can big money prizes alone build large audiences
for a radio or television quiz show
ENTERTAINMENT ESSENTIAL
By Robert F. Letvine
Director of Tv Network Program Dept.
American Broadcasting Co.
The right answer
to this much-
asked question
could be worth
substantially
more than $64,-
000. It could be
worth millions to
the advertiser,
network or pack-
ager who attempts the first successor
to $64,000 Question. From my own
experience, and the talk in the indus-
try, many packagers are betting that
the big money quiz shows will endure
— and be bought. Here at ABC we've
been deluged with similar programs
having jackpots that run the full gamut
from $50,000 to $250,000. A few con-
servatives stop at $25,000; others dis-
dain cash prizes and offer a house and
lot, shares in a producing oil well, a
retirement income for life, "blue chip"
stocks, furs, diamonds, world cruises
and even movie contracts. The race
is on.
It doesn't require clairvoyance to
suggest that giant jackpots by them-
selves are not enough to guarantee
success. As long as the big money
quiz show can provide entertainment,
it will endure; the moment it becomes
a competitive orgyr based on the size
of the check, it's going to be in trou-
ble. Veteran successes like Break the
Bank and Stop tlie Music are among
the hardy perennials because they
entertain.
To get back to the immediate ques-
tion, I would judge that the first big
money quiz show to follow $64,000
Question has at least a 50-50 chance
of success. There seems to be room
for another. It will have to demon-
strate the same showmanship, equal
good judgment in the selection of col-
orful, interesting contestants, genuine
sympathy and comparable suspense —
in other words, again, entertainment.
After number two, the risk increases
substantially.
Let's sum it up: 1. quiz shows are
a broadcasting staple; 2. big stakes
are always appealing. Combine the
two. add showmanship, real human
interest, integrity, suspense plus one
or more generous and patient sponsors
and you should make the grade with-
out too much trouble.
MONEY AND PEOPLE
By Marc Goodson
Goodson-Todman Productions. \. Y.
In show business
if anybody could
periscope the fu-
ture he'd be able
to retire. The
identical formula
that makes show
A a huge success
might be a com-
plete flop when
applied to show B. or vice-versa.
The $64,000 Question is great for
several reasons. The fact that it is a
large amount of money that is given
away is, of course, exciting in itself.
But the way it is handled makes for
even greater excitement. The strong
carry-over from program to program,
the choice of colorful people, the high
caliber of questions, the big decision
of whether or not to go ahead being
made publicly — all add up to a great
show.
"Real people" shows, what we call
"drama with the unwritten ending."
were created by the broadcast media.
I ht'v will always be popular. A tv
drama show is a form of theater; its
technique is borrowed from the stage
and screen. But "real people" shows
i.
are unique products of radio and
"What's My Line," "I've Got a j
( ret." "Two for the Money," "This Is
Your Life" also created a lot of talk
when they began. "We the People"'
20 years ago followed the same idea.
However, it had exhausted its form b
the time it took to tv.
What is going to be needed in tele-
vision are new ways to pick up the
faces of real people and tell their sto-
ries. Quiz shows are tricky things.
There is disaster, for instance, if the
audience has the feeling that the whole
business is a snap. Nobody would be
much interested if only $100 were be-
ing offered, nor would anybody get
terribly excited if there were 100
nameless people trying for $64,000.
Big money makes the stakes, but it
alone is not enough. That would be
like getting together a group of violins
and sa\ ing vou had an orchestra.
NEED HUMAN INTEREST
By Wilbur Stark
President
Stark-Layton. N. Y.
How long or
short the poten-
tial life of the
big mone\ shows
is no one knows.
I have the feel-
ing, however,
that they may
not have a long
life. They pro-
vide excitement, thev are escapist in
character. Well, how manv of these
things can you have, riding onlv this
one facet?
It's like the first impact of the Irish
Sweepstakes, with which vou went
along at the beginning. Later you be-
pan to feel that it was bevond vou,
remote.
In radio, it should be remembered.
I Please turn to page 61)
58
SPONSOR
"THE NATIONS MOST POWERFUL RURAL TV STATION
KTVD
CBS
AFFILIATE
(kirksville. mo.) SERVING MONOPOLYVILLE, U.S.A. 168,392 tv sets
100,000 WATTS 1,101 FOOT TOWER
BUSINESS OFFICES 2513 N Court RD.
<)l Tl M\\ A. IOWA
To Whom It May Concern:
Please consider this my application
for employment.
I am young (will be born first week
in October), strong, enthusiastic and
willing to work.
Have initiative, imagination and
ability to get along with one million
people with over a billion to spend.
Write, wire or phone collect (Murray
2-4535, Ottumwa, Iowa) for immediate
interview.
Sincerely,
KTVO
Aames A. i^onrou
PRESIDENT
P.S. Am available at choice times except
when employed by CBS-Television
Serving 57 counties in Iowa, Missouri and Illinois, called "Monopolyville"
since this area is not served by any other tv station with an acceptable signal.
"A MILLION WITH A BILLION TO SPEND"
THE NATIONS MOST POWERFUL RURAL TV STATION
19 SEPTEMBER 1955 59
"1,000
KSIA
PREFERRED*
Yes, smart advertising investors
are taking stock of the fact that
KSLA offers Shreveport's lowest
TV cost per 1,000 because KSLA
goes full-power this fall . . . but
present low rates stay in effect
THROUGH JUNE, 1956!
With maximum 316,000 watts
power coming in early fall,
affiliations with CBS and
ABC, and 20 months tele-
casting experience, KSLA's
averages keep rising in
the advertiser's favor.
Your Raymer man
will gladly issue
your shares in
Shreveport's
BEST television
buy, KSLA.
FULL POWER COVERAGE
KSLA |2
FIRST
IN SHREVEPORT, LOUISIANA
PAUL H. RAYMER CO., INC.
60
NATIONAL
REPRESENTAT! /ES
SPONSOR
SPONSOR ASKS
i Continued h <>m page >!'> i
the I'i^ mone) show was short-lived.
< inl\ those -hi \ i \ « 1 1 which had good,
exciting competition. In The $64,000
Question, the competition is againsl
mone) alone.
! think il should be i leai that you
have I" have othei things besides
mone) il you m anl I" staj around foi
the long | > i j 1 1 . In "in own offering,
tmerican Sweepstakes, we seek to pro-
vide those factors we believe impor-
tant for the long pull. Premise of the
show is thai we all fa< e odds of all
kinds in life, but that il \ ou have faith,
rage and the abilit) to stick with
il. \ mi ran better \ ourself.
I Ik- contestant has .1 1 hoice of odds
in the questions lie chooses. II he
chooses the top odds, he can reach the
•IK) level in three questions. I his
qualifies him to tr\ for $100,000. \i
i!,i- point he steps back and waits
lor another contestant to come up ti>
the $7,500 mark.
An important part of the program
ii a brief salute to an outstanding per-
son who overcame great odds in life
I" achieve bis < urrent eminence. For
example, we might salute someone like
Eddie Rickenbacker, now president "I
I astern Virlines. Rickenbacker would
I1. en lend his assistance to some young
person trying to win mone) for a
scholarship to stud) for a career.
Here in American Sweepstakes you
have what you need for the long pull:
basic competition between people, hu-
man interest drama covering all facets
< I I i v i 11 i^ and perhaps the intelligent
use ol "names."
REAL PEOPLE NEEDED
By Robert Monroe
I tee President for program activities
W " 111 ul Broadcasting System
It is impossible
to sax whether
the sua ess '>f the
$64,000 Ours/ion
indi< ates a trend.
Nobod) knows
how the shows
that follow it will
go. The histor)
of big- mone)
quiz shows is an interesting one. It
isn t audience acceptance that has
stopped them in ihe past, hut the Ft I -
1 Please turn to page 1 05 I
19 SEPTEMBER 1955
WHO
O V E D
THE EIFFEL TOWER
TO 95th STREET?
*
. . . FILMWAYS did, with a new 35 mm Bell & Howell
Background Process Projector. Your needs may not de-
mand the Eiffel Tower as a background but through "rear
projection" FILMWAYS can help you produce right in
New York, background action of any scene, any season,
any sport ... for your T.V. film commercials.
Permit your creative efforts the freedom
which only rear screen projection offers.
Further information on request.
FILMWAYS
incobpobateD
241 W. 54th ST., NEW YORK 19, N. Y
Plaza 7-3396
61
Like \
Rue he t
WJHP-TV
■II''-
To R
Higher In
\. E Florida
And South
1 ;-'ia!
■I'jU.OOU
150,000
300,000
'»0,000
NOW
Iii 3 rd Year
of Operation
Serving a Population of
518,000
With A Consumers
Spendable Income Of
$507,526,000.00
NBC AFFILIATE
also ABC PROGRAMMING
CONSISTENT EXCELLENT SERVICE
WJHP-TV
Lilian net 36
JACKSONVILLE,
FLORIDA
agency profile
Rosser Reeves
Chairman of the Board
Ted Bates, New York
Three men in shirt sleeves hunched over a desk while a dark-
haired, youthful looking man in bow tie and brown suit hovered
above them. The three in shirts began singing a jingle about broc-
coli, were finally shooed out of the office by the man in bow tie.
"You'll work it out all right, boys," he said with a thick Virginia
accent, adding as an aside. "When that guy writes a six-second jingle
it costs Bates $2,500." As Ted Bates' new chairman of the board,
southern-born Rosser Reeves is in a good position to know.
Although elected chairman of the board in mid-August, Reeves
still maintains his office right in the middle of the copv department
from which he rose, there gets involved in creative problems, media
decisions, client relations.
"I had lunch with Pat Weaver yesterday," he drawled, "but I think
it's fair to say this: We find that with a Bates spot tv list we can get
a client a far higher Nielsen than with the same amount of money
put into network."
Reeves, who manages to combine quick-trigger speech with his
drawl, called for some facts Bates media researchers had dug up.
"We found that the cost-per-1,000 homes of the average minute
commercial in the average evening show is $3.55. On a spot basis.
we've dropped this cost below $.70 for some clients. Of course, this
assumes you've got a Bates spot list," he added with a grin.
Says Reeves: "We're the largest spot agency in the country. Of
$60 million total billings. 840 million are in radio-tv. and we"ll con-
tinue recommending spot until that 'gratitude factor" ever) one's talk-
ing about connected with network programs can be measured."
No man to mince words. Reeves tends to temper what he calls his
"dogmatic statements" with a grin and self-deprecaton wit. He con-
tinuously enjoys being personally involved in copy: it was he who
thought up and wrote the last-minute spot television campaign foi
Eisenhower during the last election.
Originator and publisher of a monthly trade magazine called
Boats, he claims to rib his media men when schedules are submitted:
"What? No ads in Boats?"
A man who likes to be tops in his hobbies as in business, Reeves
recently returned from Russia, where he went as manager of the
U. S. chess team. He lives year-round on Cedar Island, off Long
Island, "surrounded bv children and boats." * * *
62
SPONSOR
"Kick a home run, Finch ley, and we'll make a touchdoivn!"
THE GAME'S NOT THE SAME IN SEATTLE-TACOMA
...AND KTVW IS THE REASON WHY
Throw away your old rule book! TV ratings have changed in Seattle-Tacoma . . .
and KTVWs neiv live programming of sports events has caused the big snitch. Check
the new ratings. They mean new viewing (and buying) habits. For winning sales in the
Pacific Northwest's major market, choose KTVW, today's low-cost coverage champ.
For Information. Contact
George P. Holliugbery Co..
or Write 230 8th Ate. So..
Seattle. Washington
SEATTLE • TACOMA
Channel
19 SEPTEMBER 1955
63
fCfiffio station, ad r'lib sponsor
The Advertising and Merchandising
Club of Santa Barbara and radio sta-
tion KTMS, of the same i it\. co-spon-
sor Here's Sews For ) <>u. The show.
• mi old ihi~ month, is a weekl)
quarter-hour look al the role <d adver-
tising in the community. It is aired
Mondays at 8:00 p.m. over KTMS.
I he format changes from time to time,
luil basically it is divided into four
parts to: I 1 i tell the listener what he
has learned through advertising during
the past week: (2) interview guests
connected with advertising: (3) salute
a communit) advertiser for an adver-
tising job well done; (4) present a
"Hats Off" award for service beyond
normal routine.
The first part of the program has in-
formed the communit) of such things
as Dior fashions, nvlon tires, local
frozen food products, travel bureau's
special trips, the lending facilities of
financial institutions, local history in
the form of Old Spanish Fiesta Days
\\ cc\ i the latter being heavily adver-
tised in all media by Santa Barbara
n erchants) .
I he second part of the program has
featured Ad Club members active in
the community as well as prominent
visitors of stature. The guests discuss
proiects of interest to Santa Barbara.
I he third portion salutes an adver-
tiser who has effectively and meritori-
ously promoted his firm, product or
special public service. The fourth phase
o| the show lias outgrown the confines
of the show and has spread to a Mon-
show promoting advertising
da luncheon at which the recipient is
i :'<•(! a scroll saluting him for his
contributions to good public relations.
I be • roll li.s gen • to such diverse
v inners as a blind woman running a
cigar stand in the post ollice lobby and
a cashier in a local supermarket who
supports her disabled veteran husband,
i he public is invited to nominate the
persons to win the awards, as do the
club members who co-sponsor it.
The mistress of ceremonies for the
show is Claire Drew Forbes, who owns
an agency bearing her name. Joe
Benes, commercial manager of KTMS,
is the moderator. Much attention has
been directed at Here's News For You,
including an editorial in the Santa
Barbara !\eus-Press when one of the
award winners was the wife of a shoe-
shine stand operator who took over his
business when he fell ill.
The owner of a mobile grocery that
services out-of-the-way counties and
ranches was near bankruptcy when he
won a Hats Off award. His volume
soared and his business prospered fol-
lowing the publicity he received.
As a result of a visit to Santa Bar-
bara by Clair Henderson, president of
the Advertising Association of the
West, and his appearance on Here's
\cits For } ou, Denver may soon have
a similar program. Having heard
Henderson tell of the results of the
Santa Barbara show, the Denver Ad
Club is now seeking permission to do
a similar show. * * *
KRIfi listeners offered free
There are a great many cars in
southern California sporting a KBIG
decal on their windshields these days.
Each decal has a serial number, and
the owner can win a prize if his
number i- drawn.
Five numbers are picked each dav;
if the winner hears his number an-
nounced over the air. he calls the
station, answers a simple question and
wins Hi gallons of gas. Each week a
r tips to Hawaii, Las Vegas
winner is chosen who gets a three-day
stay at a swank Las Vegas hotel for
two. plus the use of a new Dodge for
the trip. Monthly winners get an air-
line flight to Hawaii and a seven-day
vacation for two at the famed Edge-
water Hotel in Waikiki.
All of these prizes are given with-
out winners buying an\ items or
writing anj letters. The listener need
i cl\ be registered. * * *
WEE1 nttirket study points
up size, seope of Boston
W EEI recently took a look at the
Boston market and came up with a
series of facts of interest to New
England advertisers. These facts were
compiled in a booklet that makes these
points: Boston is the number one
market in New England b\ population,
families, radio families, retail sales,
and sales of food, general merchandise,
household furniture, automotives and
drug items.
1 he station went on to show that
in this richest New England market
WEFT reaches 88.6' ; of the radio
homes. Other Bulse figures were used
to demonstrate outstanding features of
\\ EEI's coverage of the area. * * *
Briefly . . .
Christmas seems to be a little earlv
this year. Madison Avenuers have
already received several Christmas
cards. Two of the latest going around
are from radio station WWRL, New
^ ork and Sid Siegel & Rita Loman,
singing commercial writers from Chi-
cago. If the trend keeps up, agencies
ought to be getting their Easter cards
around J hanksgiving
Radio and tv dealers are advised to
reappraise their selling habits with a
view towards larger radio sales in an
article that appeared in the July issue
of Electrical Merchandising. The mag-
azine is the source for many merchan-
dising innovations among electrical
dealers.
A seven-page spread told the story of
a California dealer who found his t\
set sales slumping as set saturation
neared in his community. When he
turned to promoting sales of portable
and table model radio sets his business
soared. Now he makes it a mainstay
of his operation and use of a large
stock of radios has increased his busi-
ness even more.
* * *
When WGTO, Haines City, Fla.. was
ready to go on the air early this month,
it wanted to attract attention to its
position on the dial. Since main
tourists are in the area, and road
traffic is heavy all year round in the
warm Florida climate, the station s
answer was roadside billboards.
WGTO used 20 brilliantly colored
billboards to carry this message. ''Ride
with a smile at the top of \ our dial —
64
SPONSOR
\\i.iu 540 kc, 10,000 watts." 1
station's agency, Henr) Quednau, Inc.
,,f Tampa, announced that the signs
would I"' used foi some time after the
station NM-ni on the air, in addition to
,|,til\ and weekl) newspapei ads.
i losing date foi entries in the 195 i
competition among members ol the
National Vssoication ol relevision &
Radio Farm Directors is nearing,
Awards in the contest for besl work in
interpreting agriculture to the \meii-
. .in public are given b) \ \ I RF D and
i } i «- American Farm Bureau Federation,
for the jear ending 30 September,
though entries are accepted until 30
October.
# # 9
\ novel method ol covering a parade
was inaugurated b) WCCO-TV, Min-
neapolis during a recent summer
parade. It used .i giant "Skj Worker
Sky Worker gives tv camera bird's eye vie
from a Minneapolis electric utiliti
firm. The device has a 10-foot steel
arm that was used as a boom to enable
the two engineer-operators t<> ride with
the camera over the tops <>f the Boats
used in the parade or swing about to
an) number of positions from which
photographers might shoot the parade.
Since the arm operated smoothly,
the) got some unique camera angles
a- the arm moved into position. It was
even possible to raise the camera
10 feet directl) overhead for a pano-
rama -hot of the whole parade.
Two other cameras covered the
affair. One was mounted on the top
of a remote truck in the conventional
way, and the other took a position be-
tween the Sk\ Worker and the truck.
[Please turn to page looi
19 SEPTEMBER 1955
65
Sangamon County (WICS Channel 20
home county) ranks 58 in the nation
in GROSS CASH FARM INCOME/'
(SM, Survey of Buying Power, May 1955)
with 7 other counties of the WICS
coverage area ranking in first 171
counties, AND IT'S ALSO A FACT
THAT . . . Al Pigg, WICS Farm Di-
rector, ranks top man with the farm
families of Channel 20's coverage area.
Al knows farm work and the farmers'
problems. He attends their meetings,
visits their farms — he's one of them
and they know it when Al conducts
his daily "HIGH NOON" (12 noon to
12:30) and "DOWN ON THE FARM"
(5:45 P.M. to 5:55 P.M.) shows on
Channel 20. Why not have Al sell
YOUR product?
ANOTHER BIG REASON WHY
WICS IS YOUR BEST BUY
WICS
SERVING
ILLINOIS
STATE
CAPITAL
MARKET
Channel 20
1, ILLINOIS
OUN TV CORPORATION
Ask your Adam Young rep, for complete
details and new market brochure on this
outstanding State Capital Market.
( Continued from page 26 )
The theme is a stale and well-recognized one, no doubt,
but one I'm sure most of us who practice along Madison
Avenue and Broadway here in New York are apt to dis-
remember frequently. The theme is that there are some
exceptionally bright advertising and marketing men solving
some difficult and interesting merchandising problems for
important accounts in cities and towns all around the coun-
try. And that in many ways these advertising and marketing
men are the backbone of such phases of television as the tv
film industry. Cargill and Wilson bought the half-hour
musical tv film series called Eddy Arnold Time in two tesl
markets, Harrisonburg, Va., and Orlando, Fla.
For two other accounts they have bought two other film
series, both Ziv properties. They do not buy tv properties,
live or film, or programing or space in any medium lightly.
The decision to buy the Eddv Arnold show came as a direct
result of a long consumer study on the smoking habits of
people in various income strata, various geographical loca-
tions, etc. In short, the decision to buy the show was based
on the same kind of extensive and sound research as any of
the top 10 agencies in New York might pursue in making
plans for the biggest advertiser in the nation.
The several thousand people who sat in the rain in
Harrisonburg had paid a relatively high admission price.
Every single one of them was required to bring the top of a
carton (not a pack, a carton) of Domino cigarettes to gain
admittance to the show featuring Eddy and the other stars
of Eddy Arnold Time, Betty Johnson, the Gordonaires and
Hank Garland and Roy Wiggins. Cargill and Wilson took
the Domino Cigarette account (Larus Bros., Richmond, Va.)
away from a large New York agency, as a matter of fact.
and I believe they will hold it indefinitely. The 2.000 peo-
ple they drew to the Harrisonburg ball park came as a result
of a six-week advertising campaign, building the product,
and the tv show, climaxed by the live appearance. The
campaign embraced tv announcements, radio shows and all
forms of printed media. A similar campaign i> in progress
in Orlando, heading toward a live engagement on 25 Sep-
tember, and Fin sure it will be even more successful than
the Harrisonburg drive. And when it's recognized that
the total population of Harrisonburg is approximately
10,000 people, a turnout of over 2.000 on a rainy night
speaks for itself.
• • •
66
SPONSOR
JOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
Efl@WQ B
.can
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POOOOOOOOOOOOOOOOOOOOOOOOO O CSy \o o ooooooooooo
JRRY! HURRY! HURRY!
ankly, we're overwhelmed!
le response to MOVIELAND has
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i an even we expected.
ithin ten days after our
lening announcement, dozens
I contracts have been signed!
i hop on the MOVIELAND
pndwagon — it's really
illing! Station after station
; getting associated with
SSOCIATED. Put Your Order
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ASSOCIATED ARTISTS JUST
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OF FIRST-RUN FEATURE
MOVIES FROM 5 MAJOR
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*
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ni-Tv
<*•«, Kan.
CKLW-TV
Detroit
KPIX
San Francisco
WFAM-TV
Lafayette, Ind.
WHO-TV
Des Moines, Iowa
KONA-TV
Honolulu, Hawaii
WABI-TV
Bangor, Maine
KVOS
Bellingham, Wash.
KMBC-TV
Kansas City, Mo.
WX EX-TV
Petersburg, Va.
WATR-TV
Waferbury, Conn.
KOIN-TV
Portland, Oregon
WMBR-TV
Jacksonville, Flo.
WGBI-TV
Scranfon, Pa.
WKRC-TV
Cincinnati, Ohio
WISH-TV
Indianapolis, Ind,
w
Ward
Wl
K>
and they're still rolling in!
NEW YORK
345 Madison Ave.
MUrray Hill 6-2323
CHICAGO
203 North Wabash
Dearborn 2-4040
DALLAS
310 So. Harwood St.
Randolph 7736
LOS ANGELES
1908 So. Vermont Ave.
Republic 2-3016
ATLANTA
Barbizon Towers.
35LombardyWayN.E.
Elgin 3028
ASSOCIATED ARTISTS
PRODUCTIONS
VG
cro
LL
Jotl
II
O
I. \ew stations on air*
.ITY 4 8TATI
MOBILE, ALA.
CALL CHANSF
LETTERS NO
0 N • A I f
OATF
ERP (kw)" Antenna
NET
STNS.
Visual | (ft)*" I AFFILIATION I ON AIR
MARKETt
1000)
PERMITEE. MANAGER. Rll
WKRG-TV
29 Aug. 100 523
WALA-TV 93
WEAR-TV
Mobile Television Corp.
Edgar B. Stern, Jr., chrmn
STOCKTON, CAL.
KTVU
36
THOMASVILLE, GA
WCTV
6
WICHITA, KAN.
KARD-TV
3
24 Aug.' 151 1,630 NBC
1 Sept. 100 692
1 Sept. 100 1,000
KOVR 1,176
None
NFA
KAKE-TV 465
KEDD
KTVH
Browen Industries
Warren Brown Jr.. pres.
John H. Phipps. o&o
Wichita Television Inc.
George M. Brerwn. pres.
SHREVEPORT, LA.
KTBS-TV
3 Sept. 100 1,140 NBC
KSLA
74
KTBS. Inc.
E. Newton Wray. pres.
George 0. Wray. Jr., v. p.
IE. \<»m- applications
CITY &. STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)*
Visual
Antenna
(ft)*"
ESTIMATED
COS!
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIAT
HOT SPRINGS, ARK.
REDDING, CAL.
PRESQUE ISLE, ME.
CLOVIS, N. M.
SANTA FE, N. M.
MINOT, N. D.
YOUNGSTOWN, OHIO
ORECIBO, P. R.
22 Aug.
.061
662
$37,882 $100,000
7
15 Aug.
12.1
3,586
8
15 Aug.
.42
221
12
22 Aug.
.185
185
2
22 Aug.
.178
208
10
22 Aug.
29.5
85
73
13
22 Aug. .9
22 Aug. 10.2
317
74
Nnnn Video Independent Theatres.
"°ne Henry S. Gritting, pre*.
C. F. Motley, v. p.
C 0. Fulgham. v. p.
$222,880 $165,000 None
$53,570 $72,000 None
$38,882 $100,000 None
$40,322 $100,000 None
$122,000 $65,000 KCJB-TV
$72,500 $100,000 WFMJ-TV
WKBN-TV
$79,000 $50,000 None
Shasta Teleeasters
Thomas B. &. Evelyn F.
Frieo'man d b as Elson
Television Co.
Video Independent. Theatres. Ik.
Video Independent, Thtatrev Inc
Meyer Broadcasting Co.
E tta H osk i ns M ever . pres.
F. E. Fitzsimonds. exec. v.p.
Community Telecasting Co.
Sanford A. Schafltz &.
Guy W. Gully, owners
Caribbean Bcstg Co.
Byron M itchell, pres.
Arlstides S. Ledesma, v.p.
Antonio Vidal, v.p.
BOX SCORE
I . S. stations on air
Markets covered
l . S. tv sets (1 July '55).
423
2.»4§
36,477,000$
■Both nen c.p.'s and stations E"inE on the air listed here arc those which occurred
15 August and 3 September or on which information could be obtained in that period,
are considered to be on the air when commercial operation starts. "Effective radiated
Aural power usually is one half the visual power. '"Antenna height above average tern
power usually Is one-half the visual power. '"Antenna height above average tern
above ground), tlnformation on the number of sets in markets where not designated •
from NBC Research, consists of estimates from the stations or reps and must be deemed I
mate. 'Data from NBC Research and Planning. NFA: No figures available at P
on sets in market ^KT\ I resumed operations after being off the air since 30 April 19.1r
nally began operations 13 December 1953 "Same officers as listed under Video Tn<h
'I'lii. [Mrs. Inc. for Hot Springs, Ark.
68
SPONSOR
ertainly, fish can talk
. . when you use film !
ven a guppy (to say nothing of the
lagnificent specimens shown here)
in be made to sell for you, tell
II about your product, and—
hat is very important — get 4
Dur message right every time,
verywhere, without chance of
lisquote. Easy and economical,
k>, when you USE EASTMAN FILM.
For further information — wha
Im to use— latest processing
ics, address:
Motion Picture Film Depa
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
East Coast Division
342 Madison Avenue
Now York 17, N.Y.
Midwest Division
1 37 North Wabash Ave.
Chicago 2, Illinois
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, California
or W. J. GERMAN, INC.
Agents for the sale and distribution of Eastman
Professional Motion Picture Films
Fort Leo, N. J.; Chicago, III.; Hollywood, Calif.
Are you shooting your films IN COLOR? You should be/ You'll be needing it.
BIGGEST BUICK DEALER
( ontinued from page 15 i
shortage would make dealers hard to
mi with.
\i anj rate, a cop) conference was
h.ld at the .1 irting 10:00 a.m.
Copj was sel b) 10:30. put together
by 11:15, phoned to the stations at
i and pill on ihe air in a regularly
duled spot at L2:30 p.m.
I d Fames' basic approach, however,
i- not to change his commercial copy
as quickly or as often as possible. It
i< to promote his dealership to the
public. Here's how radio helps him
carry out this aim :
• Jingles: Less than a year after he
had been in business, James and his
ad lieutenants decided to build identi-
fication with jingles. The job was done
by Song \ds and it was called "James-
town is Buicktown." The jingle was
used heavily for two years. One reason
it was able to last so long was that
there was heavy emphasis on entertain-
ment in the words. It is still used
occasionally as an announcement or to
lead in and out of an announcement.
It is also played hourly over the p.a.
■ill!
PREFERRED
STATION . . .
WIBW-TV
IMtl I I :itlll l> FOR
NEWS
s
WEATHER
FARM SERVICE
These are cold, hard facts — proved by the Whan TV Study of the
TopekAREA — a personalized, depth study of the viewing habits of
the TopekAREA audience, made during Jan. -Feb. '55 by Dr. F. L. Whan
of Kansas State College.
A free copy of this valuable study with all facts and figures is waiting
for you. Call your Capper man or Topeka
CBS
ABC
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKKI in Kansas City
The Kansas View ftjtnt
system at the showroom. Jn recewt
months, the jingle has been tied in
with an old Buick standby. "My Buick.
My Love and I." The melody for this,
written by Frank Skinner, is used as
theme music on Buick's network t\
shows.
• Announcers: James has occasionally
used well-know n names to cut commer-
cials in the past, among them Harold
Peary, alias "The Great Gildersleeve."
Recently, portly Don Wilson, who
won fame appearing with Jack Benin,
was retained as the "Voice of James-
town."
Wilson did the 13 June commercial
referred to above as an example of
how quickly Sales Consultants gets
commercials on the air. It had an
immediate effect. Not only trafiic but
sales puked up. Despite sagging con-
sumer interest early in the week, the
commercial, put on Wednesday, pushed
sales above the daily average for this
fast-moving auto dealer.
In addition to radios economy,
speed and ability to build up the pic-
ture of his business in the public eye.
James finds radio is selective. That is.
it reaches particular prospects.
Market analysis showed James" best
new car prospect is a motorist who
owns a car two or three years old. It
• •••••••
"Someone commented on the fact that
network radio grew out of spot radio,
and now we find that spot radio is in
the ascendency again, and we have to
adapt ourselves to these changing con-
ditions. This may be difficult but cer-
tainly not impossible since many other
businesses have had to do the same and
sometimes came out of the adjustment
stronger than before."
JOHN KAROL
V.P., iSet Sales
CBS Radio
requires no great mental effort to
figure out that one of the best ways
to reach auto owners is to get em
while thevre driving.
In Los Angeles, nearly everyone
owns a car because of L.A.'s sprawling
boundaries. The comparative lack of
public transportation there means a
lot of driving around: to work, to
shopping, to entertainment, to visiting.
In shopping for announcement avail-
abilities, therefore. Sales Consultants
seeks peak driving times. This means
early morning, late afternoon and an)
time on Saturday. The commercials
are aimed at the man in the family on
the theory that it is the man who picks
the dealer lex en though the woman
may pick the color of the upholstery I ,
70
SPONSOR
OUR FIRST YEAR
Time
for a
check-up *)ZZm
AND LOOK .'...We're in excellent condition
WGR-TV HAS LED IN
TOP 15 SHOWS ALL YEAR
pulse:
Sept., 1954 -10 of top 15
Oct., 1954 - 8 of top 15
Nov., 1954 - 9 of top 15
Dec, 1954 - 9 of top 1 5
Jan., 1955 -12 of top 15
Feb., 1955 - 9 of top 1 5
Mar., 1955 - 9 of top 1 5
Apr., 1955 - 8 of top 15
May, 1955 -10 of top 15
June, 1955 -10 of top 15
July, 1955 - 8 of top 15
arb:
Oct., 1954 - 6 of top 10 Feb., 1 955 - 6 of top 10 July, 1955 -■ 7 of top 10
WGR-TV 4
CHANNEL
Not the oldest. . . but the leader !
184 BARTON ST.
BUFFALO. N. V.
19 SEPTEMBER 1955
71
More often than not, commen ials
the motorist to drive right over to
Jamestown. There is no question that
Jamestown is well located. It's right
on South Figueroa Street, L.A.'s auto
row. However, when Ed James moved
in three years ago there was some
question (though not in his mind)
whether it was a bright idea. After all,
almost all of Los Angeles' expansion
was in the suburbs, wasn't it? And
wasn't traffic strangling downtown Los
Angeles? And \ ou. know what they
saj aboul some of those South Figueroa
Street used car dealers. Gives the
street a had name to have them.
But Ed James was no novice. He
knew what he was doing. He had been
a Buick dealer in South Dakota (his
sister and brothers are still running
dealerships established 2/5 \ears ago)
before he came west. He started in
L.A. with an ailing Studebaker agency,
which he called Jamestown, and made
a big success of it.
Although he attempted to buy the
Figueroa dealership in 1947 the oppor-
tunity to pick up the Buick agencj
did not come along until April 1952.
Today Ed James has more than 11
18,747,440
Packages of Cereal!!
Just one package of your cereal sold each week to the radio
homes in WCN's area would mean 18,747,440 packages sold
in a month! !*
WCN reaches more homes than any other advertising medium
in Chicago, and our Complete Market Saturation Plan has
proven it can sell your products to these homes.
'Nielsen Coverage Service
A Clear Channel Station
Serving the Middle West
MBS
a
W^
Chicago
11
50,000 Watts
720
On Your
Dial
Eastern Advertising Solicitation Office.
220 E. 42nd Street, New York 17, N.Y. for New York City, Philadelphia and Boston
Representative: Ceorge P. Hollingbery Co.
Los Angeles— 411 W. 5th St. • New York— 500 5th Ave. • Atlanta— 223 Peachtree St.
Chicago — 307 N. Michigan Ave. • San Francisco — 625 Market St.
For your best television buy in Chicago, it's WCN-TV.
Check now for the tops in fall TV availabilities.
acres of floor space. His volume of
sales, service and repair is so heavy
he uses a control tower to shunt cars
from one mechanic to another and to
and from the parking area.
James' knowledge of the business
prepared him for his fantastic rise.
His firm is smoothly run and has the
air of an institution about it. One im-
portant aspect of this is the extras pro-
vided for customers. Auto shoppers
or those waiting to pick up cars can
relax in the "Pahnarama Lounge"
where refreshments are served free.
\lsd provided is a courtesy bus service
to and from downtown Los Angeles.
To what extent these extras sell
Buicks for Ed James it is difficult to
say. While customer service is a prime
ad theme, probabb the most important
single selling point is the emphasis on
volume. This is a potent way of telling
the consumer that he can bu\ a Bui< k
at big savings. As a recent ad pointed
out: "Doesn't it stand to reason you'll
always save more from the man who
sells the most?" The emphasis on
volume is also used to point out that
the customer has a wider selection of
models for quick deliver v.
A guaranty is also the basis of
Jamestown's used car business. This,
naturally, has also grown, but not as
fast as the new car business. When
********
". . . while the hillbilly program is
listened to more in the upper-lower in-
come group and the upper-middle in-
come group — really the heart of the
buying power — they are not listened to
or watched to a great degree in the
upper income group, however, though
strange as it may seem, hillbilly pro-
grams have a higher index in the upper
income group than do symphonic?,
operas, or what is generally classed as
good music."
ROBERT DLNVILLE
President
Crosley Broadcasting
*••••***
James took over the agency in 1952.
used car sales were running from 30
to 50 monthly. At present the average
is around 110. Each used car bu\er
is given a "12-12" guarantv. which
covers engine, transmission, differ-
ential, bearings and other parts for
12 months or 12.000 miles.
With all his successful sales methods,
Ed James is not a free-wheeling auto
retailer who promises blue-sky deals.
He has proved, he says, that auto-
mobiles "can be sold in volume on an
honest, above-board, business-like basis
— without use of trickery, deception,
fantastic, untruthful claims and all the
hocus-pocus that goes with it. ' * * *
12
SPONSOR
Some people are born leaders
...like WCAU, Philadelphia
WCAU-TV talks to more women more often in the daytime than the two other
Philadelphia TV stations combined. The WCAU-TV aggregate 8 a.m. to 6 p.m
women's audience, totaling nearly 4,000,000 women viewer impressions, is 79%
greater than Station B and 201% greater than Station C. sour« «»n rW«t
WCAU-TV is the only Philadelphia TV Station operating at both maximum power and maximum height.
The Philadelphia Bulletin Radio and TV Stations • CBS Affiliates • Represented by CBS Radio and Television Spot Sales
19 SEPTEMBER 1955 73
ENTHUSING SALESMEN
( ontinued from page 33 I
lapping of the man) stations used in
the campaign made it more certain
that radio homes in the area would
be reached.
The distributors were also ad-
dressed b) John Reuss, president of
the brewer) ; Herman Centlivre, trea-
i and advertising manager, and
Robert Centlivre, junior sales mail-
ed the firm.
Here are verbatim portions of
Reichart's speech, selected for their
interest to other advertisers facing a
similar ta>k of exciting their sales
organizations to their companies' pro-
motion efforts:
A few weeks ago, gentlemen, I
was one of a group of men from Old
Crown who kidnaped an orphan. That
orphan was radio.
Since television came into being a
few years ago, there has been such a
mad scramble b) brewers to get on
television — and to see who could have
the biggest show — or who could have
the most shows — that just a dickens of
a lot of time and money have been
spent and much of it foolishly.
Advertising at best is a darned hard
TiJicAita tiJincUf, Scuft.
"Once again, KTVH proves to he the favorite with Central
Kansas viewers. Besides taking honors with 13 out of
the top 15 network shows, KTVH has the greatest share
of the audience for quarter hours from 6 to 10 p. m.,
seven nights a week. Yes, the Pulse rating gives KTVH
credit for 100 quarter hours while the only competitor
has but 11. It's conclusive proof of KTVH's dominance
in Central Kansas. It proves, once more, that your
advertising dollar reaches more people when it's placed
on a winner. That's KTVH!
KTVH
HUTCHINSON
Kansas
240,000 WATTS
K.-.-rf O '■•*'»•-. 0.-.'.' *•"•«.<
CHANNEL m <«
CBS BASIC-DUMONT I Jk
«tp >. i N.I....H, k, H-t llfllmHHln i'<
thing to measure — I don"t care what
kind it is. You just can't lay down
a yardstick of some kind and say to
xourself. "'Well, we did this and we
got this result or we did something
else and got some other result." It ju-t
doesn't work that way.
Almost any kind of advertising i-
bound to do you some good. The main
object is — how can you reach the most
people to tell your story to.
Since the arrival of television a feu
years ago. the average person is of the
opinion that there isn't much of anx-
thing else that people pay any atten-
tion to. Gentlemen— nothing could
lie farther from the truth.
This "Radio" that is supposed to
be the forgotten baby — the one which
we kidnaped — has been doing the same
fine job for years. And. as a matter
of fact, you can still reach far more
people with radio than you can with
anything else.
"How?'" you ask? Well let's put
it this way. How many of \ou here
tonight have a radio in your car?
Hold up your hands. Now if we are
advertising on television, how do we
reach you on your way to work — or
on your wax home? How do we reach
vour wife who is in the car on her
wax to the supermarket?
Thats just one example. Do vou
lealize there are very few women who
ever turn on television during the
day? How can they get their house-
work done and xvatch television too.
It just can't be done. But — xxhat are
thex doing while they dust, wash
clothes, iron, and do manx other house-
hold duties? Thex almost invariablx
have the radio on.
Now7 it is certainly true that during
the evening television has a good-size
audience, but in the evening people
are usually home for the night. \^ e
felt it was far more advantageous to
reach people during the day when
thex are still out. or going out. to do
their buying.
Let me read some amazing facts
from an article in a recent issue of a
trade paper.
Fact I: 98'; of all U. S. homes
(44,756.000) are radio homes.
Fact II: There are 110 million radio
sets in the U.S.A.; 75 million in
homes. 20 million in autos. nine mil-
lion in public places.
Fact III: 13.5 million radios were
sold in 1954 — more than twice the
number of TV sets I 32' < of radio sales
74
SPONSOR
OVER HALF THE DRUG STORE SALES IN INDIANA
are made to the
people served
by WFBM-TV
NO OTHER INDIANA
TV STATION
DELIVERS
SO MUCH
Drug store sales state-wide:
1,059,100
Drug store sales WTBM-TV-wide
$84,826,000
WFBM-TV INDIANAPOLIS
Represented Nationally by the Katz Agency
Affiliated with WFBM-Radio; WOOD AM & TV,
Grand Rapids; WFDF, Flint; WTCN, WTCN-TV,
Minneapolis, St. Paul
19 SEPTEMBER 1955
75
so you're interested
STATIO
PROMOTIO"'
Being the dominant station in the Wheeling-Steubenville Market by every accepted
method of audience measurement, we could sit back on our laurels, but, because
we believe a good TV program will do a better job for the advertiser if properly promoted, we
give our advertisers every possible assistance,
resulting in this remarkable record:
2. MARCH, 1954
Runner-Up promotion prize "The
Bob Hope Show": Young & Rubicam
for General Foods.
3. APRIL, 1954
First Prize in Nation for promotion
of "The Big Story": Sullivan,
Stauffer, Colwell & Bayles for Pall
Mall Cigarettes.
4. OCTOBER, 1954
Second Prize in Nation for pro-
motion of "Lux Video Theatre":
Lever Brothers for their products.
5. NOVEMBER, 1954
Runner-Up merchandise prize for
Bulova spot campaign: Biow.
Strictly a merchandising award.
6. DECEMBER, 1954
First Prize in Nation for "Football
Forecasts": B.B.D.O. for DuPont
Zerone and Zerex. Promotion and
Merchandising award.
7. MAY, 1955
First Prize in Nation for "LUX
Video Theatre": Lever Brothers for
their products. Promotion and
merchandising award.
JULY, 1955
First Prize in Nation for "The Bob
Hope Most Beautiful Bride Promo-
tion": Bureau of Industrial Service
for General Foods.
In every case there were more than 75 stations competing for these awards.
And WTRF-TV has conducted some other outstanding local
projects: "Annie Oakley Shooting Match," "Clarabell the
Clown Promotion," "Spring Fashion Parade," "The
Fairmont Story," "Wheeling Old-Fashioned Bargain Days
Event," "Better Homes Shows," "Wild Bill Hickok
Shooting Match," etc.
When planning any TV program, consider WTRF-TV's
dominance; its aggressive promotion and merchandising
know-how; its 316,000 watts— truly the BIG station in a
rapidly growing Billion Dollar Market. For availabilities,
call Hollingbery or Bob Ferguson, VP and
General Manager, Wheeling 1177.
WHEELING, W. VA.
lrVTW^
TV
316,000 WATTS
Equipped for network color
were in the 15 foremost tv markets).
Fact IV: 90rf of all homes listen to
daytime radio every week.
Fact V : 40 million people listen to
daytime radio an average of 15%
hours every week.
Working very closely with our ad-
vertising agency and all of the won-
derful people in the radio stations over
the state, we found that "spot" radio
announcements would do our job best.
About 98'r of them will be daytime
spots for reasons mentioned previous-
ly. But there will be a very few at
night around exceptional radio shows
that have a high listening audience.
We decided we would buy enough
"spots" to completely dominate radio
with Old Crown ale advertising.
Gentlemen, we sincerely hope \ou will
be pleased to know that this year, you
will have the biggest ale campaign in
the history of Indiana.
As all of you know, there isn't one
other ale in the state that has the wide
distribution and the acceptance that
44()ur (radio's) selling costs are far
loo low — lower than most intangibles
and far lower than other media. . . .
We can learn a lot from newspapers
. . . they have the sales manpower to
cover their markets — not just two or
three men. They give these men the
tools to work with, they spend their
money to create sales."
KEVIN SWEENEY
President1
Radio Advertising Bureau
• ••••••*
Old Crown ale has. How much can
we boost sales with the tremendous
amount of advertising we are going
to put back of it this year? It is an
amazing product! And once an Old
Crown ale drinker — always an Old
Crown ale drinker.
What we want is for more people
to try it. It has been pretty definitely
established that when people try Old
Crown ale. quite a large percentage
of them stay with it. So — the major
purpose of our advertising this year
is to get a lot of tryers.
How best can we do this? Well, as
am psychiatrist will tell you, "curiosi-
ty" is one of the strongest forces in
the human mind. We have decided
to plav upon everyone's natural curi-
osity. And that brings me to our first
major selling point:
"You'll never know what you're
missing till you try it."
Now a surprising number of people
say they "don't care for ale" and yet
76
SPONSOR
1 1 it- \ have never tasted Old Crow n ale.
Old Crown i-> not ;i true ale it's an
alt brewed espet iall) for beer dr ink-
ers, li haa none of the Bmok) Bavoi
oi hea\ \ I"piIs of a true ale. It - light
ami \n\ ili\ and most people are
pleasant!) surprised when the) first
t. Bte it.
Be thai as it may, we are realistic
enough to realize that it j u-t isn'l | ►« >--
■ible to switch ;i /"/ <>f people who
drink beer all the time t<> drinking ale
■J] the time. But we </" tliink it's
possible to make a lot <>f beer drinkers
port-tune ale drinkers.
i onsequentl) in our second major
selling point we saj this: "So ii" mat-
ter what brand ol beer you usuall)
buy, always take along a few can- oi
bottles of Old Cmwii ale!"
In other woid-. we would like to
■ee everyone keep both beer and ale
in his icebox.
Gentlemen, there will be a total of
almost 15,000 spots! That maj oi
nia\ not seem like a lot of spots to
jrou l>nt I wonder if you realize just
how much this really is. If those are
all one-minute spots, we arc adver-
tising Old Crown ale for 15,000 min-
utes! Or 250 hours.' On most sta-
tions, these announcements began Maj
I and run till sometime in November
— an average of more than 2(> week-,
or a half a year.
With 15,000 spots for 26 week-, it
means that ever) week over the State
of Indiana, these announcements will
he heard almost 600 times. Ever)
week! Think of it. For over half a
\ ea r !
\nd look what we're doing. These
announcements will only he on the air
the last four days of each week and
for /fro ver) good reasons.
1. Because Wednesday, Thursday,
Friday and Saturda) are the days in
the week when most of the buying is
dene.
2. By hunching them on four days
of the week, we gel a much higher
percentage of repetition and satura-
tion.
Let's go hack to the figures we just
mentioned. Over the State of Indiana,
there will he almost 600 spot an-
nouncements per da) on those four
days.
If we talk about even a ID-hour day,
that would mean an Old Crown ale
announcement would he on the air 1 5
tunes an hour — or even four minutes.
of every day. of every week for over
half a year! • • •
WNOU-TV
The Notre Dame Station
Serving SOUTH BEND-ELKHART
A "TREASURE
ISLAND" Market
w in home ownership in U. S.
D — in per family income in U. S.
V — in per capita income in U. S.
Soln Manogimtnl, 1955
In This Exclusive UHF Area
263 INDUSTRIES
• • •
GIVE YOU DIVERSIFICATION OF EARNING INCOME
IN THIS TOP MIDWEST MARKET
• Total UHF sets 169,000
• Total families 206,600
• Total population 678,300
• Total retail sales $783,927,000
• Total effective buying income . . .$1,165,620,000
Call MEEKER TV Today for Availabilities!
WKOU-TV
19 SEPTEMBER 1955
77
ow much should a station
Station managers tell us til
they seldom get a straight answer to this oft-asked questkt
Yet today's strict insistence on economy in every ph;i
of station operation demands that the question be answenl
Here is what we say when someone asks, "How much should rl
tv (or radio) station put into trade paper advertising!
For three out of four stations the answer is, "not a red cen
When you advertise in a radio/tv trade publication, you W£
to attract national business. You're pinpointing your messa:
ro account executives, ad managers, timebuyers. And you mil
have the ingredients that help you and your rep convd
favorable impressions into sal
With few exceptions, we advise that you reserve your pron •
tion dollars for local use unless you have
(1) A national representative who will be stimulated ail
helped by your trade publication advertising. (2) A market sto<
strong enough to convince national and regional buyers that yoi
station is logical. (3) A station story that warrants considerati< ,
A network isn't essential, but it helps. Frequency and powr
aren't the whole answer, though they help, too. A ft'
250-watt independents have invested as much as 25% of thtr
PONSOR the magazine radio and tv adirt
Write for ihtte previously publirhed adi: (I) "Why ii a i like a teIevi«ion
i '" (2) "Mow much •iii.ul.l a itatien invert in tr^
( \ ) "Sill ( + ) "V\
llir nun behind (he ad cut!
trade paper space
;ional spot income in trade paper advertising and have
lieved outstanding results.
\ we mentioned earlier, three out of four stations have no
Iness using national trade paper space.
ou're the one-out-of-four that should, SPONSOR recommends,
i he basis of industry analysis, that you invest 4% to 6% of your
4 national spot income in this pinpointed form of advertising.
ONSOR 1S tne made-to-order prestige magazine for station
I ertising, whether tv or radio. For example:
1953 vs. 1954 BROADCAST PAPER AGENCY ADVERTISER READERSHIP
Publicilion
1953
1954
1953
1954
1953
1954
SPONSOR
63%
6 8%
3 2%
42%
42°o
48%
BROADCASTING
6 8*°
5 8%
39%
31%
31%
25%
TELEVISION
56%
4 5%
20%
24%
io%
12%
VARIETY
52%
44%
2 9%
27%
12%
io%
RADIO DAILY
62%
4 3%
3 5%
32%
2%
2%
BILLBOARD
31%
2 2%
8%
16%
3%
% repre
choice tne
3%
unli flrit
nlloni oolj
itm-cy by CORE, 195+ survey by Alan C Russell Marketing Research,
agencies and advertisers surveyed; only broadcast publications at least one year
time of survey included; only Standard Advertising Register and National
Agency List used as sources: 1100 questionnaires mailed and 245 returned.
A lay Norm Glenn, Bernie Piatt, Ed Cooper,
Arnold Alrert or Alan Giellerup tell you more
about SPONSOR
TV COSTS
(Continued from page 41)
spectaculars, which, originally bud-
geted at $200,000, cost over $300,000
in some cases.
A common advertiser complaint is
against the network practice of trying
to force a change in show when a
high-priced entry comes along before
or after it. This means that an adver-
tiser who may be well satisfied with
a modest rating delivered at fairly low
cost, may find it necessary to up his
expenses in order to hike his rating.
The usual network reply is that it
is responsible for the programing of
any given evening as a whole. When
an expensive show goes in as the an-
chor point of an entire segment of
time it becomes necessary to bring
surrounding programs up to par.
If clients want to save monev, sav
all the networks, they might well look
to their show planning operations.
Spokesmen for all three agree that one
of the most wasteful practices is to
go into actual production too late be-
fore actual show time. This invites
overtime and duplication of labor, and
generally increases costs.
At any of the networks you can get
a pretty firm estimate on production
"Somebody said, The best advertising
men are those who best understand
women . . . and I like to think. The
best timebuyers are also those who best
understand salesmen. Salesmen are the
catalyst in our whole economy . . . some-
thing like the sparkplug in your car
. . . saleswork, like timebuying, is a
profession too . . . it's not piddling nor
is it peddling."
ROBERT M. REUSCHLE
National Sales Manager
WLAC-TV
Nashville, Tenn.
costs if you ask for it several weeks
in advance and give the production
boys a script to estimate from.
Stymies: To a considerable degree,
however, the networks are limited in
their control over certain phases of
production, particularly where unions
have set rates. One network spokes-
man explains how featherbedding can
sometimes jack up costs.
"You need to rent a theater for a
show. You need five stagehands. The
union may force 12 on you. At a base
take-home pay of about $130 a week
per man, it's easy to see the costs
mount rapidly. Get a few carpenters
SPONSOR
MORE TOWER-
MORE POWER -
Mu£fcMaAtet
AREA!
319,667 ARB TV HOMES
402,974 TV Fomilies in Total Area
319,667 TV Families in ARB-0.1 MV Area
OWL AC-TV ^c cbs Nashville
HEIGHT IN FEET
ABOVE GROUND 247
ABOVE AVE. 690
THE SOUTH'S GREAT MULTI-MARKET STATION
NATIONAL REPRESENTATIVES: THE KATZ AGENCY
or painters into the act and you really
have a cost-nut to contend with."
Similarly, the networks can't con-
trol talent agents, who will fight to
win for their clients all that the traffic
will bear.
Acting as an objective control is the
over-all competitive situation. Similar
types of shows tend to fall into similar
price classifications. You will have a
\i r\ difficult time selling the average
half-hour situation comedy for $50,000
when the general asking price for the
type is around $35,000.
The program cost question is inter-
twined with the problem of time costs.
These have been rising steadily over
the years. Every six months or so the
advertiser is confronted with another
request for a rate increase.
A major advertser suggests: "Let
the networks take some of the profits
out of the O & O's and spread them so
that we can use larger lineups. It was
done in radio and advertisers flocked
to the bigger lineups. At the present
time there are 40 or 50 stations I'd
like to use but can't because they
WFBC-TV Swamps Competition
in Carolina 4-County Pulse Survey
PULSE SURVEY OF TELEVISION AUDIENCE INDEX
SHARE OF TELEVISION AUDIENCE APRIL 1955
TV Sets
Station
Station
Station
Station
Other
Time
In Use
WFBC-TV B
C
D
E
Stations
SUNDAY
6:00 A.M.-12:00 Noon
21.3%
100%
0%
0%
0%
0%
0%
12Noon-6:00P.M.
33.4%
81%
12%
1%
1%
1%
4%
6P.M..1L45P.M.
43.1%
65%
18%-
6%
3%
3%
4%
MON. THRU FRI.
7:00 A.M.-12:00 Noon
14.3%
65%
32%
0%
0%
0%
3%
12:00 Noon-6:00 P.M.
22.9%
63%
27%
6%
0%
1%
3%
6:O0P.M.-Midnight
40.77c
61%
14%
11%
5%
47c
5%
SATURDAY
10:00 A.M.-12:00 Noon
28.2%
62%
37%
0%
0%
0%
1%
12:00 Noon-6:00 P.M.
29.3%
43%
41%
4%
1%
&%
5%
6:00P.M.-Midnight
48.1%
52%
27%
11%
3%
3%
4%
'The four counties are Greenville, Anderson, and Spar-
tanburg, S. C. and Buncombe (Asheville), N. C. . . . counties
with Population of 559,300; Incomes of $726,284,000; and
Retail Sales of $481,774,000.
For further information about this PULSE SURVEY and
about the total WFBC-TV Market, contact the Station or
WEED, our National Representative. Ask us also for details
of the latest ARB Study.
"The Giant of
Southern Skies"
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
just happen to be too expensive."
What'* ahead? No one has come up
with a magic formula to reverse the
upward tv cost trend either in time or
production. Still, some discern a few
rays of hope for the future.
We are close to the time of set satu-
ration, goes one argument, or just
about at the period of maximum circu-
lation regardless of show. To pay
more dough to reach more people is
understandable; to pay more to reach
the same number is something else
again.
A spokesman for one of the impor-
tant clients looks forward toward the
rise of ABC TV as a serious contender
for national audiences. A true three-
network industry, he feels, may mean
a general lowering of costs, or at least
a leveling off as the opportunih to
chip away at audiences increases.
On the other side, there may be
good reasons for thinking that we
have not yet seen the end of the cost
spiral. The spectaculars have proven
themselves powerful weapons in the
hands of those advertisers geared to
use them. For General Motors and
Sunbeam they perform the glamoriz-
RURAL MARKET
AWAITS
YOUR SALES
MESSAGE
KUOA
AM
AND
FM
5000 Watts
SILOAM SPRINGS, ARKANSAS
Northwest Arkansas'
Most powerful station
82
SPONSOR
AROUND FARGO,
WDAY-TV
PITCHES A
SHUTOUT!
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with HBC • ABC
FREE & PETERS, INC.
Exclusive \ational Representatives
A.TEST Fargo -Moorhead Hoopers credit
\\I)WT\ with an almost clean sweep of
audience-preference honors. The chart show-
that between 5 and 6 times as man) Metropolitan
Fargo families tune to WDAY-T\ as t<> the
next station.
Look at the sets-in-use — a whopping hiy
65% at night!
Although Metropolitan Fargo represents an
important segment of W I) \^ - 1 \ 's coverage, it -
not the whole stor\. \\ I) \^ - I \ i- also the pre-
ferred station in most of the heavily-saturated
Red River Valley. Ask Free & Peters for the proof.
HOOPER TELEVISION AUDIENCE INDEX
Fargo, N. D. - Moorhead, Minn. — Nov., 1954
AFTERNOON (Mon. thru Frl.)
12 noon — 5 p.m.
TV-SETS-
In-Uie
Share of
Television Audience
WDAY-TV
Station B
28
86
14
5 p.m. — 6:30 p.m.
48
88
13
EVENING (Sun. thru Sot.)
6 p.m. — 12 midnighl
65
85*
17»
(^Adjusted to compensate for fact ttatiom
were not telecasting oil hours)
19 SEPTEMBER 1955
83
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
WCUG • • • Akron's only Independent — we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
- the two "BIGGEST ATTRACTIONS" in the Detroit Areo!
CKLW-TV penetrates a popu-
lation grand total orea of
5,295,700 in which 85% of oil
families own TV sets.
CKLW radio covers a 15,000,000
population orea in 5 important
states. The lowest cost major
station buy in the Detroit area.
Channel 9 a
325,000 Watts
National Rep. ■
. Adam J. Young, Jr., Inc.
5
K
L
■ ■ ■ 800 kc. Radio
lAf 50,000 Watts
J. E. Campeau, Pres.
ing and merchandising job these com-
panies need and regard as so impor-
tant. And they seem to sell goods.
Furthermore, they have proven
themselves a type of programing on
which tv thrives. More of them are
in the works at NBC TV and CBS TV.
Wide Wide World and Project 20 will
soon be on NBC regularh. CBS TV
is not only following through with
Ford Star Jubilee hut is devoting 90-
minute periods to major public affairs
programs, among them a study of
mental illness. Murrow's See It Now
is being expanded to longer periods,
will undertake ambitious ventures in
the season ahead. 20th Century-Fox
Hour, though only 00 minutes in
length, is basically cut from the spec-
tacular pattern. The same is the case
of the 45 minute Warner Brothers Pre-
sents on ABC TV. And how are we
to classify Disneyland?
And what is the adman to make of
NBC TV's staggering effort on behalf
of Matinee, which will present Holly-
wood-originated one-hour dramas even
afternoon five davs a week?
This trend is important from a coal
standpoint because it is universally
believed that a spectacular tends to lift
the cost level of the entire group of
shows with which it shares a lineup.
• • •
SPOT TV
(Continued from ])age 30 1
Wheat and Rice Honeys, Beechnut.
Tootsie Roll. Old Gold.' Griffin Shoe
Polish. Hazel Bishop, Whitman Choco-
lates and Scotts Emulsion, to mention
just a few.
6. The trend toward long-term tv
contracts continues as advertisers tr\
to hold on to valuable time franchises.
Tootsie Roll, for example, relative
newcomer to spot tv. buys, through
Moselle & Eisen, into kid shows on a
52-week basis partly to maintain a con-
tinuous advertising effort, partly to
hang on to choice time.
Although these general trends are
overwhelmingly apparent in a large
number of fall 1955 campaigns, thev're
best illustrated through analysis of
specific accounts:
Maxwell House Instant Coffee
Benton & Bowles. Grace Porterfield,
rimebuyer: This particular brand is
the biggest spot tv user among coffees
with a multi-million dollar budget. The
84
SPONSOR
WHAM-TV
CHANNEL 5
100,000 WATTS
LAKE ONTARIO
. . in expansion of audience
in coverage
top ratings in market
Increase in power to 100,000 watts last year gave WHAM-TV a big boost
in population and area coverage. Our measured signal now, according to FCC
standards, gives us more than a million* population in our area.
This does not include counties with another television station.
With top-rated network programs and first-class local shows sparking our
programming, take Channel 5 to do the best sales job for you in Western N. Y.
POPULATION: 1,095,781 . . . HOMES: 365,000
*N B C calculated
WHAM-TV channel 5
Rochester, N. Y.'s Most Powerful Station
I9 SEPTEMBER 1955
85
IN
SALT I
KNAK
AKE CITY
« FIRST
KNAK's Bill Hesterman (right) interviews
the popular Gaylords and Jerry Fielding. Bill
conducts 2 popular music shows each day on
KNAK and commands 45.5 percent of the
Salt Lake City radio audience.
24 HOURS A DAY
MUSIC
NEWS
SPORTS
NOW GRANTED 5000 WATTSj
LOWEST
COST
PER LISTENER. IN
SALT LAKE CITY
KNAK
Station "A"
Station "B"
Station "C"
Station "D"
27.8 Independent
27.2 Network
14.6 Network
13.7 Network
7.2 Network
(Hooper 1955)
Represented Nationally by
FORJOE & CO., INC.
bask schedule runs on a 52-week basis
with a five- to 10-week frequent).
However, periodically, perhaps ever)
eight to 10 weeks. Maxwell House will
go into a market with a short-run
(two- to four-week) saturation effort
that might consist of as mam as 50
to 100 announcements a week.
Maxwell House was among the first
coffees to make use of daytime I.D.'s.
In fact, about 95' ! of the brand's an-
nouncements are I.D.'s, the bulk of
them during Class "A" time.
The current schedule is actually the
result of two years of buying and
building. In order to get high-rated
Class "A" time. Grace I'orterfield
stressed the value of priorit) lists,
waited for the choice times when none
were open for the moment. Currently.
Maxwell House Instant is running
some 700 announcements a week in
70 markets.
The priority list approach is some-
what contrary to the current trend in
Iv buying. Top media men say that
clients toda\ shv away from "margi-
nal buys." That is they don't want
time periods in fringe time just to later
shift to better adjacencies, unless the
"fringe time" reaches a specific, im-
portant audience segment.
("Today, if you're aiming for a
theoretical five-a-week frequency."" says
FC&B's Art Pardoll, "you're likelj to
buy the two top availabilities offered,
and hold off buying the extra three
until you can have what you want.
The share-of-audience \ardstick is be-
ing applied to spot tv more extensiveK
now, and man) clients figure that it
isn"t worth buying three marginal an-
nouncements to add what may amount
to only 20' i of the total audience
leached by the five announcements.")
J*fiilip Morris, Biou-Beirn-Toigo,
Isabelle Ziegler, timebuyer: The most
outstanding aspect of this campaign
is the fact that PM is the first cigarette
advertiser to make heaw use of day-
time tv. The proportioning of the
campaign is roughl) two-thirds night-
time and one-third da\ .
"We started buv ing in July on a 52-
week basis to establish a time fran-
chise, says Miss Ziegler.
Today the campaign runs in sonic
50 markets at a frequenc) ranging
from -i\ to 25 announcements weeklv.
These announcements are mostlv I.D.'s
and 20-seconds. Money currently in
spot tv came from PM's cancellation
of / Love I. in v on CBS T\ last spring.
Old Cold, Lennen & Newell. Bob \\ id-
holm, timebuyer: This cigarette brand
had not done much with spot tv prior
to this year. However, after canceling
its half of Old Gold-sponsored network
show, Two for the Money, a large
share of the network budget went into
spot tv and radio both.
ICike most cigarette companies, Old
Golds' announcements are I.D.'s and
20's, currently running in 40 markets
during Class "A" time at a three- to
15-times weekly frequence
L&M's are newcomers to spot tv in
1055. with a campaign of I.D.'s and
20's. The) too stress prime evening
time.
Servel, Hicks & Greist, Vincent Da-
raio, timebuyer: This is the case of an
advertiser returning to spot tv after
heavy use of other media.
"And now that v\e"re back in," sa\>
Daraio. "We're using tv like most peo-
ple use radio: short bursts of hijdi
frequency."
Servel. on tv since June, goes into
each market with 20 to 30 one-minute
Independent in the Market!
Boston
Cleveland
Dallas
Denver
Des Moines
Evanston , III.
Evansville, Ind.
Houston
Indianapolis
Jackson, Miss.
Kansas City
Huntington, L.I.
Louisville
Milwaukee
WCOP
WDOK
KLIF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXLW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaha
Portland. Ore.
San Antonio
San Francisco
Seattle
Springfield,Mass
Stockton, Col-
Syracuse
Tulsa
Wichita, Kan.
Worcester,Moss.
WTIX
WINS
KOWH
KXL
KITE
KYA
KOL
. WTXL
KSTN
WOLF
KFMJ
KWBB
WNEB
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
.»»"«»
Only one
in each
market
CKXL
CKNW
Members' p
by invitation
only
RADIO GROUP
86
SPONSOR
ARE YOU
HALF-COVERED
IN NEBRASKA?
VIDEODEX JULY, 1955
REPORT
LINCOLN-LAND STUDY
Summary Table — Average Ratings
— % TV Homes
KOLN-TV
-r
..c.
••D
SUNDAY: 1:00— 5:00 P.M.
12.2
3.0
7.9
2.7
5:00—11:00 P.M
19.0
7.9
9.3
3.9
MONDAY THRU FRIDAY:
1:00— 5:00 P.M.
11.6
4.6
6.1
2.2
5:00 11:00 P.M.
20.3
8.5
9.3
3.3
SATURDAY: 1:00— 5:00 P.M.
16.4
4.2
5.5
2.4
5:00 — 11:00 P.M
19.1
9.7
8.6
3.6
TOTAL: 1:00— 5:00 P.M.
12.3
4.6
6.2
2.4
5:00—11:00 P.M.
19.9
8.5
9.2
3.4
J/te Jc/?rt SPiaiumA
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WJEF — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV _ UNCOLN. NEBRASKA
Associated w'rttt
WMBD — PEORIA. ILLINOIS
19 SEPTEMBER 1955
oii'ro half naked in \eliraska coverage if
you don't n.ir.'i I in. •oln-Laml 1_ counties with
200,000 families 12.">.<>0<> unduplicated 1»> an) other rta-
t ion. The \ ideoilev report for Lincoln-Land -how- thai
KOLN-TV leads all other stations l>v far. afternoon .m<l
ni^ht. rrcry day in the week, and twice on Sunday
The k()l.\-i\ lower i- 75 miles from Omaha! I In-
Lincoln-Land location i- farther removed from the Omaha
market than i- Cincinnati from Dayton, Buffalo from
Rochester or Toledo from Detroit.
Let Avery-Knoilel give you all the facts <>n KOLN-TV
the official CBS-ABC outlet for Southern Nebraska and
Northern Kansas.
CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA
KOLN-TV
COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET
A.very-Knodel, Inc.. Exclusive National Representatives
87
BIG VOICE
AH*
HIGH POINT
GREENSBORO
Jul
IN NORTH CAROLINA'S
GOLDEN
TRIANGLE
ifflfor
WINSTON-SAIEM
GREENSBORO
HIGH POINT
5000 W • 600 KC • AM FM
RADI O
WINSTON-SALEM
NORTH CAROLINA
HEADLEYREED. Representatives
L
POWER
Vlw ^ ^LUMBER
/})£> AGRICULTURE^
*r.t,
Cu9ene
c°tnt
sPendt
$6,
for
*£/?G
Pe<- h<
oble
413
"se/,
Vot
""eo
old
of
ns
Pr,
odu
sales
to
ct.
Sth
la
'each
'se
N
the
r9esf
°rth
'955
rnQrk
*esf
Bf.
C B5a^)
5.000 WArrS-/280KC
EUGENE. OREGON
WAA/T AfOR£ FACTS ?
-COAtrACr IVSFD € CO.
announcements weeklj for six to 10
weeks. This refrigerator manufacturer
is currentl) in 40 markets.
"Class '('.' time fines us a good
break in clearing minutes." Daraio ex-
plains. "And we also get a good turn-
over in audience. We figure that we
reach women during the day and near
late-nighl movies."
Servel's schedule is fairly evenly di-
vided between daytime and past- 10:00
p.m. announcements.
nil tl root. BBDO. Gertrude Scanlan.
timebuyer: A newcomer to spot tv.
Wildroot is planning to use its an-
nouncement campaign to supplement
its network tv show. Robin Hood,
CBS TV. Minutes and 20-second an-
nouncements will be scheduled in near-
ly 70 markets throughout the country
starting the end of September, both
in cities reached by the show and in
those without network coverage.
"We're buying on a 52-week basis
because we want continuity in our
advertising. " Miss Scanlan explains.
"Also, since were after the men. we
buy sometime between 6:00 p.m. and
midnight."
Xabtseo, K&E, Larry Donino, time-
buyer: Shredded Wheat Jr. and YA heat
and Rice Honeys are new7 Nabisco
products. Following the established
pattern in the cereal business. K&E is
introducing them through spot tv.
"with an eve to eventual sponsorship
of a network show- or spot program
buy."
Nabisco Shredded Wheat Jr.'s are
alreadv on the air in some 30 to 40
West Coast markets to promote the
introductory "$.03 off deal" on any
two packages bought. On for a 13-
week run. the "Jr.'s" are advertised
in minute participations within wo-
men's shows.
Nabisco Wheat and Rice Honeys
bought minute participations in kid
shows at a rate of three to five a week
for 26 weeks.
P&G's Cheer. Y&R, Mac Walker.
timebuyer: An extensive fall tv cam-
paign is still in the planning stages to
supplement areas where Cheer doesn t
have network coverage, e.g. certain
sections of the South and Southwest.
P&G is considering a wide range of
availabilities, minutes. 20's and I.D.'s
during da\ and night in preparation
of a massive saturation effort.
THE KCCF 10 KW
SIGNAL DELIVERS
PRIMARY COVERAGE
TO 87 COUNTIES
IN KANSAS,
OKLAHOMA, MIS-
SOURI & ARKANSAS
WITH A POPULATIOh
OF 2,750,000
John E. Pearson Co. Nat'l Rep.
iTiriiiTinffiiiiliffirfirririri
Discover this
Rich Market
Covered Exclusively
by KHOL-TV
• 30% of Nebraska's
Entire Farm Market
• 128,000 Families
• With a i/2-billion
dollars to spend
High per capita income based on
irrigated farming, ranching, light
industry and waterpower.
For information, contact AI Mc-
Phillamy, Sales Manager, or your
nearest MEEKER representative.
KHOL-TV
Holdrege & Kearney, Nebr.
CBS • ABC • NBC • DUMONT
88
SPONSOR
"Dammit. Juke. let'm watch The Hiu Top if he wanii to.
19 SEPTEMBER 1955
89
GIVES YOU
A MILLION PEOPLE
1
3
- MILLION FAMILIES
4
- BILLION DOLLARS
Annuo/ Retail Sales
If you're looking for a terrific buy
for your client (most buyers are) . . .
then buy Sunflower Network. Sun-
flower gives greater coverage at a
lower unit cost, and... one buy...
one billing means less work for
you... saves you time and the
client's money.
A Ktttffc
ik sin
KANS WREN KSAL
5000 NBC
1480
5000 ABC
1250
5000 MBS
1150
KVGB KOAM KGGF
>/oncn-«/i Mine Co., Emil Mogul,
Klaine Schachne, timebuyer: Manis-
chewitz Wine, which has had a tradi-
tion of spot tv advertising for many
years, is buying its most extensive
campaign to date this fall, following
its original pattern: main!) minutes,
some 20's during nighttime and Class
"A" time.
The firm is going into 75 to 100
markets on 2 October for a minimum
1 i-week run. Frequency of announce-
ments will range from three to 12 a
week.
Paper-Mate Pen Co., FC&B. Pennj
Simmons, timebuyer: Much of Paper-
Mate's budget, pegged at $2 million.
or $600,000 higher in 1955 than last
year, will go into heavy use of spot
l\ . The sizable spot campaigns that
are planned on tv and radio both are
made financially possible because Pa-
per-Mate dropped sponsorship of Peo-
ple Are Funny on NBC Radio. * * *
5000 NBC
1590
10,000 NBC
860
10,000 ABC
690
SPOT RADIO
(Continued from page 31)
because clients feel that today's rates
are generally in line with circulation,
partly because the ratio between tv
viewing and radio listenership during
evenings has become stabilized.
4. Established radio clients, like
Nescafe, Ford. Lincoln-Mercury among
others, have increased their radio bud-
gets substantially this fall. In each
instance, the reasons are cheap circu-
lation and good sales results achieved
during last year's campaigns.
5. New products, or products new
to the airwaves, are finding radio a
good and reasonable way of getting
product identification quickly. J. B.
Williams' Acqa-Velva Shave through
J. Walter Thompson is one brand-new
radio client which is spending virtu-
ally its entire budget in the medium,
with heavy emphasis on the 4:00-11:30
p.m. periods in the 50 top tv markets.
A brief recap of current activity
shows established old-time radio users
maintaining and increasing schedules.
Lydia Pinkham and 4- Way Cold Tab-
lets I through Harry B. Cohen ) have
increased the number of markets used.
Car advertisers rushing heavily into
radio to get rid of 1954 inventor) be-
fore the new models appear include
Lincoln-Mercury, Ford. Pontiac. De-
Soto and Pl\ mouth in short-term high-
frequencj buys. Drugs and toiletries
are in radio in full force, including
Pharmaco, Sal Hapatica, Ex-Lax. Shul-
ton, Chap Stick. Rem. 666 Cold Reme-
dy, Musterol. Heavy among cigarette
advertisers on radio are Chesterfield-
and L&M's.
In detail, the following campaigns
best reflect the look of spot radio in
fall 1055:
yeseafe Br\an Houston, John Ennis.
timebuyer: The pattern that Nescafe
is using in full-force this \ear. wa-
tablished through extensive media
tests a year ago fall. Nescafe has been
using spot radio "in waves" for the
past 12 months, going into a market
for three-to-six weeks, then going out
of it. to return some three month-
later.
"We've found that concentrated ef-
fort within limited time is better than
long, steady campaigns with less fre-
quency. " sa\s Ennis. "We try to domi-
nate the market we're in."
In order to do this, Ennis bu\s 50
to 100 minutes and 20's a week, sched-
ules them throughout the day on as
manv stations per market as neeessan
to get the desired share of listeners.
90
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J. I. MEYERSON. 3432 RCA BIDG . N. Y.
THE KATZ AGENCY • BRANHAM CO
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Affiliated with NBC, ABC, DUMONT
| IN I*C | S POT SALE S
Exclusive National Representatives
19 SEPTEMBER 1955
26 Daily Newspapers Combined!
115 Weekly Newspapers Combined!
12 Leading General Magazines Combined!
16 heading Farm Magazines Combined!
14 Leading Women's Magazines Combined!
All Home and Fashion Magazines Combined!
91
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'"If we find that we can get 70' i or
more of the listeners with two stations,
and onl) another 15' r b) adding two
more stations in that market," Ennis
explains, "we're not likeh to weaken
our frequent \ on the two stations
bought originally. The point of dimin-
ishing return is easy to measure
Not only does Nescafe like inex-
pensive coverage, but the coffee brand
insists on reaching women often and
close to shopping time. Therefore,
whenever availabilities permit, the
Nescafe announcements are hunched
on Wednesdays, Thursdays and Fri-
days before big weekend shopping.
Clapps Baby Food Y&R, Adelaide
Hatton. timehuyer: Clapp's used spot
radio last year for its baby food,
cereals and juices, took a summer
hiatus in July. This fall, the firm's buy-
ing on a 52-week basis starting 5 Sep-
tember. In 33 markets, Clapp's uses
mostly daytime minutes, some station
breaks from early morning until lunch
time in order to reach young mothers.
Frequency ranges roughly between five
and 10 a week, depending upon
Clapp's tv coverage in the area.
Generally. Adelaide Hatton tries to
buy a combination of a network affili-
ate and the top independent in each
market. She feels that the musical
programing on independents is a par-
ticular favorite of young housewives
while they're busy with their work.
Burnett's Vanilla Geyer Advertis-
ing, Carol Sleeper, timebuyer: Bur-
nett has been on radio for the past
two-and-a-half years, but never so
heavily as this year, with its budget
!'.V > spot radio, 15% newspapers. The
firm's using eight- and 10-second
quickie announcements in 25 markets
for a 13-week fall run. Frequency
ranges between five and 80 a week,
but always during the "pre-shopping
hours of 8:00 a.m. and 2:00 p.m..
when tv competition is at a low too."
Although the agency generally bu\s
more than one or two stations in each
market, the choice this year has leaned
more heavilv in favor of independent
stations.
Kiu-i Shoe Polish Gever, Carol
Sleeper: This is the case of the 100' <
tv advertiser who turned to radio.
Kiwi started with an ad budget that
was entirely tv in 1953. Today, Kiwi
still uses tv in some markets, but its
broadcast budget now splits into 00' i
radio. 40' ', tv.
The reason for the switch?
Budget. Kiwi found that "we can
make radio go further on small
money. And. with the success we've
had through radio, we've been steadilv
uicreasing our radio appropriations."
Kiwi's aim is to reach men and
women both. Its strategy is: (ll split
the budget into two 13-week cam-
paigns, fall and spring: (2) supple-
ment minute announcements with 10-
second quickies to increase frequency :
(3) run a minimum of 15 and as
many as 25 announcements a week per
market: (4) bin live, local personali-
ties between 7:00 a.m. and 3:00 p.m.
Ford J. \\ alter Thompson. Lucian
Chimene. timebuyer: Again thi~ year
Ford dealers are buying spot radio
heavily to advertise the new model.
Their pattern is flurries of two or
three-week campaigns, with 2<i to 30
minute-announcements a week.
Ford schedules are placed on almost
any type station, starting with the
powerhouses. "The money put into ra-
dio has been increasing steadily." says
Lucian Chimene. "And our increased
use of the medium speaks well for it."
Generally. Ford timebuyers seek
earlv morning and noontime in rural
areas. 4:30-6:30 p.m. to reach the
workers driving home, and 10:00-
11:00 p.m. near news and weather-
casts.
Lincoln-Mercury Kenyon ^ Eck-
hardt. Tom Yiscardi. timebuyer: New-
car announcements will run on 900
radio stations in 350 markets.
"It's the heaviest of the car cam-
paigns in radio," says Viscardi. "And
it's also the heaviest radio campaign
we've had for Lincoln-Mercun in the
past few \ ears."
Some 10 to 40 minutes and station
breaks are wedged into the 6:45-8:15
a.m. and 5:00-7:00 p.m. "driving to-
and from- work periods."' The cam-
paign will run anywhere from two to
seven weeks in the various markets.
G6G Cold Tablets Charles W. Hovt.
Doug Humni. timebuyer: Predomi-
nant!) southern in distribution, this
product is buying more Negro stations
and more markets over-all comparable
with last year. Its budget, always
heavilv radio, is now 80' < in spot
radio. 20' t in newspapers.
92
SPONSOR
How to
give your TV commercials
a "COMPiTIWe iOGB"
evision audiences toda) are conditioned" to man) ol the brilliant motion
re techniques m>\\ also used in TV productions- and the) like ii! rake
smooth switching— fades, lap dissolves, and transitions the) are used to
and jerk)
dimension.
ami commercials lnuk flat, »lul
presentations take on sparkle
mpetidve edgi .'
ami
Add these effects and the
n short, your commercials
your presentations
of date?
\.>iir commercial^ limited to "direct
hing" from scene i" scene or simple
to black— because an elemental*)
switcher i« used? II so, the sponsor
i getting the lull benefit of all the pro-
ingenuit) that could be at
isposal.
*e llo»s
he
How to make
commercials "live"
Modern video switching with special effects
i- your answer. Willi it, program directors
can produce a variet) of attention-getting
effects in an instant; horizontal and vertical
wipes, horizontal and vertical splits, con-
trollable inserts, wedges, and other optical
effects. You push the button for whatever
you want — and insert the effect wherever
you wanl it. I p goes audience interest.
\ml ii|> goes sponsor satisfaction.
Which Switcher
for you?
RC \ has a video-switching system to meet
the specific requirement <>l each and
ever) station.
For example, RCA's TS-5A i- ideal for
small >iinli<> operations provides fades,
lap dissolves
signal inputs
mper-position — handles 5
Type TS-11A is designed for maximum
utilization of facilitii for an) size opera-
tion. Ii provides all facilitii includes a
TS-5A VIDEO SWITCHER
program transfer switch for previewing
fades, lap dissolves, and special effects.
Studio programs can I"- rehearsed while
netw oris or film is on-air.
Type TS-20 is .1 rela) switching system for
the larger installations. Ii is the ultimate in
flexibility for modern programming. You
can begin with as few as 6 inputs and -
< » 11 1 f - 1 1 1 - and build ii|> t" a maximum "I
1 2 inputs and '1 "iii|uii~.
Special effects equipment
Twelve attention-getting effects at \<'iir
finger-tips . . . You push the button for the
effect v < > 11 want, ^"ii swing the "<<»iitr«»I
stick" and |>m the selected effect whi •■
you want it. Simple, inexpensive requin -
no complicated equipment "i extra 1 ami
\n\ one "I the above switchers coupled
with this special effects equipment can .
\<>u the extra sales "edg< iu want.
For expert help in planning tin- right <
switching ami special effects system, call
youi I!' \ Broadcast Sales Representative.
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION • CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
PEOPLE VS. STATISTICS
We have a feeling that in today's
radio, there's too much talk about
i outages, ratings, and projected
statistics; too little talk about
IPLE! Here, in South Texas,
an average football stadium holds
around 25 thousand PEOPLE, a
large one from 50 thousand up.
Try thinking about KTSA's audi-
e in terms of stadiums-FULL
of people.
A Daytime audience of: 3 large
and 4 small stadiums-Full
A nightime audience of: 4 large
and 6 small stadiums-FULL
That's a BIG audience — a lot of
PEOPLE — and KTSA DELIVERS
this BUYING audience — day in
and day out — -at an amazing
LOW cost!
KTSA
UNCLE SAM . . .EMPLOYER
The U. S. Government now has
15'; of all workers. Government
spent 'A2'/, of the nation's outlay
for new equipment and construc-
tion. Government owns 20'7r of
nation's stock of capital goods. IN
SAN ANTONIO, Uncle Sam's mili-
tary and civilian payroll is in ex-
cess of 256 million dollars annually
. . . more than 21 million dollars A
MONTH. KTSA has some espe-
cially interesting figures on "Mili-
tary San Antonio". Let us send
you the story about this PLUS-at-
no-extra-cost!
KTSA
MORE and MORE and MORE
RADIOS
OUT-OF-HOME listening grows in
importance daily. What with over
29 million auto radios, 10 million
in public places, and more than
10 million portable radios these
out-of-home listeners are adding a
PLUS of about 20% to the regu-
lar in-home audiences, measured
on a regular basis by the rating
services.
KTSA is a pioneer in program-
ming to this great and growing
out-of-home audience. There's a
KTSA program designed and
broadcast DIRECTLY to the seg-
ment of this audience you want to
reach.
RADIO
STATION
SAN ANTONIO
FIRST! on Everybody's Dial
Offices: 1130 Broadway - San Antonio
Represented Nationally by
PAUL H. RAYMER CO., INC.
()(>() will be on 150 stations for 22
weeks starting in October, concentrat-
ing on major southern markets during
the cold season. The firm's usual com-
bination in each market is one power-
house station for coverage, one Negro
station to get t<> tlii- special audience
segment (see Negro Radio section this
issue, page 101 l . Humm buys early-
morning, noon and anj other da\
period that shows up with a good audi-
ence according to ratings, with an aim
of being on each station 150 times or
more during the run of the campaign.
Bayer Aspirin Dancer-Fitzgerald-
Sample. Frank MoriarU. timebuyer:
A radio advertiser for more than 20
'.tars. Ba\er has been using spot radio
for the past five. The pattern and ex-
tent of the campaign has varied little
during the past half-decade.
Generally, Bayer buys a combina-
tion of stations in each market, for 39
to 52 weeks. Announcements are min-
ute-length. 20's, station breaks, and
today, more than before, D-F-S keeps
an eye open for package buys. Bayer
likes a minimum frequency of six a
week, goes up to 20 in major markets.
tiii.vHcll House Instant Benton &
Bowles, Grace Porterfield. timebuyer:
This coffee goes in for three or four
four-week flurries a year using from
100 to 500 announcements in each
market. At the moment, they're in
ladio in six markets only, but during
the past year they've bought up to 70
radio markets.
Chap Stiek and Chap-ans Law rente
C. Gumbinner Advertising. Paul Gum-
binner. timebuyer: These wintertime
products aim for a predominantly
male audience.
"Last year. " says Paul Gumbinner.
"we started with comparatively few-
markets in early October and things
went so well that by the middle of
November we had increased to over
40 markets, and increased frequency
on all stations. This year, we're start-
ing with a 42-market lineup and may
well increase before the end of the
campaign.
The agency buys mainly minute
participations in earh morning and
some in earh evening programs to
catch the men at home. However,
Gumbinner aims for family-appeal
programing, with an eye to the wo-
man's influence in drug and cosmetic
product shopping.
The frequency is usually five a week,
with a minimum set at three weekly.
As the season approaches hard winter,
the schedules are often stepped up to
10 a week.
"Spot radio nationally did such a
terrific job for us last year," adds
Gumbinner. "that more money was
allocated and our campaign extended."
• ••
PERSONNEL POOL
{Continued from page 43)
ments to applicants has been climbing
steadily and this past August was the
best month in the committee's historj
for direct placements, which does not
include jobs that ultimately resulted
from an indirect Listening Post lead
or assist.
Much of the credit is heaped by LP
workers on Roger Pryor. Foote. Cone
& Belding radio-tv v. p., last \ ear's
RTES president and this year's Listen-
ing Post chairman. Since taking over
in May he has stepped up personal con-
tacts on behalf of applicants, some-
times with a direct pitch for a specific
individual, other times merely to per-
suade the hiring executive to come
down to a Thursday interview session.
Almost invariably these visits have
paid off, immediately or eventually —
although there was the instance when
a flustered guest of Pryor's was breath-
lessly whisked through the first stages
of an applicant-type interview before
the red-faced committee members real-
ized their error.
BMI's Bob Burton, current RTES
president, two months ago wrote to
some 350 radio and tv stations telling
INSURANCE
AIL KIND*
»*iO»on
"Sorry, but KRIZ Phoenix has sold
us out of policies."
94
SPONSOR
SPONSORS \VA KM TO AP
Because . . . it's better
and it's better known.
"Don't know if
anyone's been killed..
I'll stay with it and call you back"
Case History No. 12
A lazy vacation . . . that's what
News Editor Neil Gilligan, Jr., of
K.VOZ, Laredo, Texas, and his wife
planned. A cabin on the Frio River,
roughing it.
They spent their tirst weekend,
however, in nearby Uvalde. Sunday
afternoon Neil dropped by to see an
old friend, Manager Bob Hicks of the
Uvalde station, and they drove aim-
lessly around the town, only half
aware of a dark storm cloud moving
overhead.
Suddenly it struck ... a downpour
of rain and hail, lashed by a vicious
wind. As the storm let up, they heard
that a circus tent had blown over.
Hicks' two daughters, and about
400 other people, had been in that
tent!
Gilligan made a quick, careful
check and telephoned the AP bureau
in Dallas with first details.
"Don't know if anyone's been killed,
but I'll stay with it and call you back."
He sped to the circus grounds.
Highway patrolmen told him no one
had been fatally hurt in the mass of
tangled ropes, poles and canvas.
Again he called the AP bureau. Then
back once more, sloshing through
ankle-deep mud.
Gilligan interviewed performers,
parents, children, the circus manager.
Rumors of casualties persisted, and
he checked the Uvalde hospital. The
final word: not one person hurt badly
enough for hospital treatment.
Another call to AP in Dallas.
There were bigeer stories on the
MM
CIRCUC-BTORN (MM PREVIOUS)
(1*01 SEHT)
wok— a stfooot rindstor* blo » ctins um oom or about %oo
PEOPLE AT WALK. WT K> ONE AT THE SOUTHWEST TEXAS CITY «Ai
SERIOUSLY INJURS). HANY Of THE PEOPLE AT THE CIRCUS MERE CMtLMOt,
POLICE CttlCr JOE NEWCOMER SAID THE STRONG RIND bUR OUT OF THE
NORTHEAST AND RUICtLV LEVELED THE T8«T. THE ELEPHANTS HAD JUST LEFT
THE TENT AW THE UONS AMD TIKIS RTXE ..BOUT TO CONE ON. CIRCUS
OrrtClAU *A1B TKRX ROULB KATE KEN SERIOUS TROUBLE tr THE STORM
NAB COHS SOONER OR LATER.
Ml SHERIFF, FRO TCAAY, AMD OTHER POLKS OFFICERS MERE AT THE
NA6XH BROTHERS CIRCUS AND HELPED KT THE PttPLE OHO CHILDREN OUT.
NEMCORER, THE POLICE CHIEF AT WALK, SAID IT HAS REMARKABLE THAT
■ Ml HAS BAM.Y HURT.
RAW AM HAIL FEU W MUCH OF THE WALK AREA.
CDJJ1FCS 10
TO HOI
CONdUTUUTIORS TO YOUR HCftl QIUKMN POD. Hit FMC ROM OX THE
U9ALM CIRCUS STORY.
THE AM/ttlUAS
eootrcs ao
wire that day, but not one more
thoroughly covered. Associated Press
members throughout the nation had
the full story hours before any other
source transmitted a word.
"I was on vacation," said Gilligan,
but I knew I had a hot one.' I
wanted to make sure the AP got it
fast!"
Neil Gilligan, Jr.. is <mi-
of the many thousands of
a r t i v e n e If) i in e n ic h a
make the if better . . .
and briirr known.
If your station is not yet using
Associated Press service, your AP
Field Representative can give you
complete information. Or urite—
Those who know famous brands... know the most famous name in news is IP
19 SEPTEMBER 1955
95
She's one of
1,000,000 Span-
ish - speaking
Mexican Ameri-
cans concentrated
in the Texas Span-
ish-Language Net-
work coverage
area in the South-
western Unite
States.
Over 100 na-
tional and major ■
regional advertisers are now aware ot
her typically American buying habits
and are using Spanish-language radio
to reach her.
Among the advertisers using the
Texas Spanish Language Network are
Best Foods, Carnation, Cocomalt, Gen-
eral Mills, General Foods, Maine
Sardine's and others.
For further information contact your
nearest National Time Sales office.
TEXAS SPANISH
LANGUAGE NETWORK
KIWW XE0-XE0R XEj
San Antonio Rio Grande El Paso
Valley
Represented nationally by
NATIONAL TIMES SALES
New York • Chicago
HARLAN G. 0AKES & ASSOC.
Los Angeles • San Francisco
them of Listening Post- work and
asking them to use its services. At this
writing between 15 and 20 have al-
tead] responded with descriptions of
job openings and their requirements.
Plugs for the committee are delivered
regulark now at the inonthlv RTES
meetings, reaching the ears of some
of the loftiest and most influential
brass in the radio-tv industry.
It look some might) hard work and
|ilenl\ ol stubborn plugging to get the
idea for Listening Post off the ground
onl) a feu \ears ago.
It was back around 1951 that sev-
eral men who know the broadcasting
and television industry — and the peo-
ple in it — better than most realized
the need for such a committee.
Wall\ Duncan, then a salesman for
Mutual: Marvin Kirsch, associate
publisher of Radio-Tv Daily: Murra\
Grabhorn. with Petry; Bert Lambert.
WNEW; and Warren Jennings, WLW,
began talking it over at lunch, inviting
anyone they knew happened to be
looking for a job. They pooled their
resources (each put up a buck for
current expenses) and their informa-
tion, discussed potential job sources.
Between get-togethers they passed
along job leads, set up appointments,
dug up new information on job open-
ings and tried to keep abreast of the
fluid situation.
They had pretty good luck. The
idea, being a warm, decent kind of
project, attracted men like Tom Hamil-
ton. "Chick" Showerman, Tom Harker.
Roland Van Nostrand, Jack Soell.
John Callis. Most had been through
the mill, had sometime or other gone
through the anxiety of being out of
work. They knew how it felt to have
their income cut off and bills coming
in. Theirs was a common bond of
sympathy and understanding.
Quietly and effectively the group,
dubbing itself the "Listening Post"
because that s what they did most at
first — listen — continued its work,
spreading their influence, exciting the
imagination of a growing number of
prospective employers, and interview-
ing the ever-increasing number of ap-
plicants who sought out the members.
In december 1952 the Radio and
Television Executives Society, decided
to do something about the industry's
high rate of job mortality. Bv en-
thusiastic mutual agreement it took
over the Listening Post as its employ-
ment committee. RTES »ot a hard-
working group of guys who had al-
ready been doing the job for months:
the Listening Post got the backing and
prestige of a respected, industrywide
( rganization. But most important.
RTES sponsorship opened up an in-
finite number of new sources for job
possibilities.
\\ itfa this new hacking and the re-
sulting publicity the number of job
hunters contacting the Listening Post
''Advertisers are spending \asl sums of
money today in tv. hut the broadcasting
industry i« reluctant to support a »iir\c>
which will show these advertisers what
kind of coverage they are getting. \\ e
believe that the burden of proof is on
the networks and the stations and that
they should supply the advertisers and
agencies with good sound tv coverage
data.'?
JULIE BROWN
Director
Media Research
Comptun
ISew York
swelled. Committee members became
so burdened and gave so much more
of their time and energy on behalf of
the unemployed that many of them
wondered whether they were risking
WREX-TV
KING SIZE STATION
IN A
KING SIZE MARKET
Milwaukee
WREX-TV
GIVES YOU
THE LION'S
SHARE
OF SALES
I
R0CKF0RD • ILLINOIS
ABC-CBS NETWORK
AFFILIATIONS
J. M BAISCH, GENERAL MGR.
represented by H-R TELEVISION, INC
95
SPONSOR
u-
&&al
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WJAHV |0
PROVIDENCE
OFFERS ADVERTISERS
The Powerful Double AA Food
Merchandising Program
YOUR PRODUCT GETS-
V Window Banners v'Newspaper Ads
t/Point-of-Purchase Displays %/Posters
Tour product really gets HOME in the Southern
New England Market ! Every aid to sell your
product... and gf Food Stores are
cooperating with WJAR-TV ^
in this AA merchandising plan
GET ALL THE DETAILS FROM ANY
WEED TELEVISION OFFICE
s><
\mi
.WJAR-TV
Dominant TO
PROVIDENCE \u RHODE ISLAND
«!M
£W
l»fe
=> C Represented by WEED ^ TELEVISION
U«M ^Ji B&BS 4^»d m&r. eWk ik*te?
19 SEPTEMBER 1955
97
New PULSE>oves
really
1TIES!
WKJG -T- V
delivers 28 out of 30
once a week shows !
WKJG-TV . . the NBC station
that turns "Strangers into
Customers" in FORT WAYNE
gives you the best TV buy in
INDIANA
Here's why: WKJG-TV racks up new
PULSE ratings like 42.0 for Gobel,
39.8 for Caesar, 38.3 for Ford Theatre
. . . gets the nod on the first 17 shows
before station B is even mentioned.
On LOCAL FILM SHOWS, "Pulse" gives
WKJG-TV 19 out of 20! Ratings in
the high 20's & 30's are average.
On Multi - Weekly shows WKJG-TV
takes 13 out of 15 places! Many
shows which hit top ratings are
WKJG-TV local productions.
AND SHARE OF AUDIENCE?
7-12 J2-6 6 to
noon P.M. midnight
WKJG-TV 59.8 50.1 54.3
Station B 19.7 34.1 31.7
Another 20.7 15.7 14.0
This is proof for an entire week,
WKJG-TV is your best investment . ..
day and night . . . daily & weekends
throughout 14 counties!
*Call Raymer for complete PULSE &
ARB data plus top availabilities. See
why WKJG-TV is the #1 station in
the nation's #1 test market.
P.S. Have you seen the NBC film
"Strangers Into Customers"? Ask the
NBC Promotion Department.
FOR AVAILABILITIES CALL
RAYMER
joining their ranks. The project waa
iormalized to provide weekly interview
sessions for applicants — actually an
extension of what had been going on
for months.
So quickly did the thing grow that
within a few months the group found
itself in need of help in order to keep
up with the clerical demands of run-
ning such a service, keeping records,
and maintaining all the essentials in-
volved in operating a clearing house
for job information.
Fortunately, about this time RTES
had a surplus from its usual Christmas
parly slated for charity. Bob Sarnoff,
executi\e vice president of NBC, then
president of RTES, asked the board
of governors to seek a worthy cause
more closely identified with the radio-
tv industry. It chose the Listening
Post. For the first time this hard-
working group had financial backing.
During the next 12 months — from
June 1953 to May 1954. — the Listening
Post placed 172 applicants in new jobs
and increased the rate of job openings
referred to it by 50%.
Present committee members are:
Roger Pryor, radio-tv vice president.
Foote. Cone & Belding. chairman;
Charles Bernard, sales manager,
WABC; Maggi Eaton. Radio Reports;
Robert E. Gips, production supervisor,
Mel Gold Productions; Norman Glad-
ney, tv, radio, sales promotion direc-
tor, Bulova Watch Co.; Wini Hall.
CBS: William MacRae, WLW-TV ac-
count executive; Charles E. Maxwell,
salesman. RAB; Carolyn Mers, Asso-
ciation of Casualty & Surety Co.'s;
Hal Mers. staff executive, 4A's; Wil-
liam Morwood, eastern story editor,
Revue Productions (MCA); Frieda
Redder, business manager, radio-tv
department. Foote, Cone & Belding.
Main objective is to keep spreading
the gospel, get more employers to
come to the Listening Post when the\
want help. Among the plans spear-
headed by Pryor is the setting up of
branches of the Post in Chicago and
Hollywood. The Chicago office, it is
hoped, will be operating before year's
end, Pryor told SPONSOR.
A second device, already in effect,
is the printing of summaries of avail-
able personnel right in the RTES
News, the society's bulletin to mem-
bers. This began with the current
issue.
\t the 1(> November luncheon meet-
in- of the society in honor of the
American Women in Radio and Tele-
vision the committee will also make a
pitch at the secretaries of the VIP's
who do the hiring in this business.
The latter can attend this luncheon
only if brought by their secretaries
and, since these gals can be the most
important link in getting through to
these men. the committee doesn't in-
tend to slight them.
In connection with this approach,
the Post will also woo these secre-
taries w ith a memo now being drafted
in which they will be thanked for their
cooperation and requested to continue
to do their bit for the Listening Post
whenever they can. The memo will
be printed on an attractive desk ac-
cessory such as a calendar, which the
girls will tend to keep handy.
Just how important Listening Post
activities are can be seen when you
consider the rate of turnover in radio-
tv and advertising jobs.
sponsor's own circulation depart-
ment— obviously an excellent source
for such information — recently made
this report to its editors:
"Our records show that every week
about 50 subscribers report a change
in their jobs — some for the better.
That's roughly 2,500 changes a year.
These include, of course, a number
that get out of the business altogether.
"The turnover shows no special
favorites, being equallv large among
the personnel of advertisers, stations,
agencies, networks, and the various
services associated with radio and tele-
vision.
"This may be a good business to
get into, but also one in which it
seems to be unduly difficult to stay
put." * * *
"I sure can thank those Super-six
KRIZ Phoenix personalities for
teaching me how to make money."
98
SPONSOR
Lin case you're interested..
But here are the facts to get excited about:
WFAA-TV's new 316,000 watt signal — beamed
from the top of Texas' tallest structure — wil
create new "A" and "B" contours which include
1,864,000 consumers (an increase of more than one-third
million). And Retail Sales in this new area total
S2, 279,624,000 (nearly half-a-billion more than the present
"A" and "B"). To Egbert the Electron, Business Looks
Great — for the advertiser who sells via these new WFAA-TV
facilities.*
'Target Date:
November
«J
SALK1?
L*«fc
ALPH NIMMONS, Slolion Manager
EDWARD PETRY & CO ., Notionol Representative
Television Service of the Dallas Morning News
19 SEPTEMBER 1955
99
YOU GET
1,000,000 WATTS
17 COUNTY COVERAGE
IN N. E. PENNSYLVANIA
NBC BASIC BUY
FASTEST NEWS SERVICE
TO COMMUNITIES
OF AREA
ENGINEERING
KNOW-HOW
NBCRCA COLOR
BEST PICTURE
-TV Ch. 28
Willces-Barre. Pa.
National Rep. The Headley-Reed Co.
100
HERE'S A MAN SOME ALERT
COMPANY SHOULD GRAB
Ju-t recently this top radio/iv executive
resigned a- vice president of one of the
major networks. In the course of his
11 years of employment he rose through
the rank- from a promotion copywriter
to become first, vice president in charge
of a key radio station, then vice presi-
dent in charge of a group of radio sta-
tions, and finally to be in charge of the
flagship TV station.
This man, even though he has been
associated with the Advertising and
Broadcasting profession for more than
a quarter of a century, is still young and
dynamic — a real go-getter. During these
years he has proved himself well versed
in the creative, practical, and manage-
ment ends of the business. Here's a
man some alert company can grab
with profit.
Because of his knowledge and back-
ground he may not be available for
long, so if you are looking for a person
to operate a radio or television station
(or group of stations) in a major
market, an advertising manager of a
large company, a radio and television
director of an advertising agency,
an account executive you can contact
him now by writing
SPONSOR
40 East 49th Street
New York 17
ROUND-UP
(Continued from page 65 i
Servicemen from the northeastern
Nebraska, northwestern Iowa and
southeastern South Dakota areas have
been invited to participate in WJAG's
program, The Serviceman s Mailbag.
"Operation Mailbag" enables the
serviceman to fill out a station-pro-
vided form on which he may request
a song and dedicate it to anyone back
borne. The station also passes along a
short message if the serviceman wants
it to do so.
The Serviceman's Mailbag is broad-
cast Saturdass at 1 :45 to 2:00 p.m. on
\\J \G. Norfolk. Neb. In addition to
the records and messages, the station
gives news of the boys' activities on
the show .
This month viewers of WCAU-TV,
Philadelphia have a chance to pick the
films thev want to see on tv. Popular
Demand Theatre set aside a full week
of the midnight film shows 1 12-ld
Sept. I for those pictures the viewers
selected from a list of 35 available
shows. The five pictures getting the
greatest number of votes were shown,
and at the beginning of each show, a
winner was announced who had given
the best reason for televising that par-
ticular movie.
The winners received major A
applances as prizes. These included
gas ranges, a gas dr\er, a gas refrig-
erator, and a gas water heater.
'"Home Month" began 18 September.
and 800 RAB member stations are
busily promoting three major phases
of the program: National Home Week
(19 to 26 September!, Home Fashion
Time (29 September to 8 October1,
and Old Stove Round-lp I September-
October).
RAB members have been urged to
combine the three events to make
Home Month a successful promotion.
Goal for the industry drive is set at
400,000 additional paid announcements
from manufacturers and retailers. Ibis
is an average of 500 per member
station.
Stations were advised to heavily sup-
port the three events with editorial con-
tent. An RAB Bulletin advised : ''Satu-
rate your air with items concerning all
phases of the home, including building,
do-it-yourself ideas, furnishing tip? on
home care, etc."
SPONSOR
How much is a Zillion?
Maybe you don't want all the listeners and
viewers in the great Atlanta area (there are
still some such privileged sponsors — and we
love them, too).
But if you do want them all — if you are
the average hard-headed, competitive, free-
enterprise type — take another look at this
zillion thing.
In this area you get your zillion only in a
combination of:
50,000 watts on 750 kc
Channel 2, maximum power on a 1068-ft. tower
NBC Affiliate. Represented by Petry. Affiliated with The Atlanta Journal and Constitution
19 SEPTEMBER 1955
101
\,,i unl\ are the faces ol the six
candidates foi the L956 Miss Rhein-
gold < ontesl likeh to become familiar
to New Yorkers, but their voices as
well, Ml six finalists are gi\ ing station
breaks foi W MGM, New ^ ork. Shown
below i- tin- lovelj sextet.
Standing are: Gretehen Foster:
Maggie Pierce; Hillie Merritt; Myrna
Fahey; Carol Toby; Jeryl Johnson;
Paul Hesse, official Rheingold photog-
rapher. Seated are: Peter M. Bardach,
radio- tv timebuyer, Foote, Cone &
Belding; Robert Weenolsen, Rheingold
account executive in charge of radio-tv,
Foote. Cone & Belding; Elenore Nolan,
assistant advertising manager. Lieb-
mann Breweries. Inc.; Arthur Tolchin,
director of WMGM.
40 E. 49TH
[Continued from page 16 I
SELLING SAFETY
Thanks for your "How to sell safe-
ly" letter, which ran in the 27 June
issue. Radio KMA accepted the idea
immediately upon seeing it and we
used the Christmas angle straight
through from Friday, 1 July through
4 July on many of our news pro-
grams. The reaction we have received
from the listening public has been
most satisfactory.
Anthony J. Koklker
Station Manager
KMA
Shenandoah, Iowa
• Reader Koclker is referring to the letter
SPONSOR published from Lowell E. Ja.k. Gen-
eral Manager of radio station KMAN, Manhattan,
Kansas suggesting that the death-toll from auto
.ii . nl. mi- over the July 1th week-end might he
lessened if radio stations played one ehorus of
• White Christmas" and followed it with "We are
playing 'White Christmas1 on this newscast today
for those |" <<|ili who are preparing to leave on
(heir long July 4th holiday. Some of you will
not he around at Christmas time, anil that's the
last time you'll ever hear "White Christmas"!!
is." I teach at the University of Wis-
consin and would like to have the
latest tv figures — such as: how many-
homes are now reached by television
and percentage: how distributed by
geographical areas, and city size; how
does amount spent in radio and tv
compare; how does tv audience vary
with the time of da\ ; seasonal varia-
tion of viewing: tv billings.
Arthur Towell
Arthur Towell Inc. Adv.
Madison, Wis.
• Reader Towell'g six questions (and many
others) are answered in 1955 Television Baaiei.
Reprints are available at 30e each.
BASICS
A \ear ago you published a very in-
teresting pamphlet, "Television Bas-
I read \ our Radio Basics with a
great deal of interest and I think it
is a marvelous piece of work. We are
enclosing a check for 25 copies.
It appeared to me that one factor
which might ha\e been overlooked i^
that of non-network radio. 1 notice
that paragraph 5 of .Section 3, "Cost
of radio advertising does refer to
spot radio campaigns in top markets.
However, this was not carried through
on network radio. In light of the fact
NOW! TWIN
JOE FLOYDS
. . . and he's selling double, too!
Yes, Joe Floyd now has two choice markets ... his new
KDLO-TV with 78,000 single-station homes in the
Aberdeen-Watertown-Huron triangle, and the spectacularly
popular KELO-TV in Sioux Falls, S. D. Add them
together — you get twice the audience reach, twice the
enthusiastic sell, two big markets for your one buy
across the board.
Micro-Link Interconnected 24 Hours Every Day
78%;
Coverage of South Dakota
— Plus Minnesota and Iowa
JOE FLOYD President
Evans Nord, Gen'l Mgr. Larry Bentson, Vice-Pres.
Represented by H-R TELEVISION
NBC Primary— CBS ABC DuMont
102
SPONSOR
19 SEPTEMBER 1955
103
that network radio is on the down-
grade and Bpol and local radio is on
the upgrade, I think information re-
ling spot radio would be \<*r\
helpful f«'i the majoritj of the indi-
vidual stations who are trying to sell
I heir time both to national and local
advertisers. 1 do not wish to criticize
\(.ni work as I think you have done
i wonderful job; however, I sincerely
believe that it would have much great-
er acceptance l»\ the some 3,000 radio
stations and their commercial man-
agers if there were a little more com-
parison on what they had to offer the
agency rather than the network.
Gordon P. Brow n
President
WS AY, Rochester
• 1955 Radio Basics (as well as Tv Basics. Film
BaslCfl and Timvbuylng Basics) are all available
in reprint form. Radio Basics is priced at 25c
per reprint in quantities from 25 to J 00 ; 2<)e per
reprint for 1 OO or over.
TV RESULTS
I am writing to you as a member of
a standing committee of lecturers and
students of the faculty of economics
at the University of Cologne doing
mass communications research (radio
and tv) .
As you know, academic communi-
ties in this country have had very
little opportunity to make themselves
familiar with the use of such modern
facilities. The management of the
technical apparatus and the philoso-
phy behind such management has
more or less been a state monopoly.
The result seems to have been even
worse than the most intricate system of
commercial monopolies would cause.
Now, however, the interest in commer-
cial radio and tv seems to be increased
so far as it concerns some financiers
and businessmen in Germany.
I got acquainted with your maga-
zine doing some research in the
UNESCO in Paris. Some people there
told me you would probably have ma-
terial on the advertising results of tv
plays. It is ver\ difficult to find this
material in Germany and I would ap-
preciate any information you might
be able to send me.
Wolfgang Irle
Siegen in Westjcden
Tannenbergstrabe, Germany
• SPONSOR is delighted to furnish Mr. Irle
with Information which might help him in his
stndiea. [he 1955 Television Basics and Tv Re-
Soltfl boohs carry stories of successful tv adver-
tising. The article in the 22 Angus! issue. ''Arc
sponsors dropping the axe too fast?" reveals
that tv is a responsivo medium, with program
impact almost immediately felt.
104
TO Bur
AIR TR/IL
NETWO r
STATIOI!
write, wire or pin,
collect:
Pat Williams, AleBu
Geo. Lenni
WING, 121 N. Ml
Dayton, Ohio • HEmck
WKL0
"
LOUISVILLE %~
iflllr
WING 133
SPONSOR
'REPRESENTATIVES
FO R
WCOL • WIZE • WCMI
N BLAIR & CO.
FOR
WKLO
YOU CAN SELL IK
• LOUISVILLE
• DAYTON
• COLUMBUS
• SPRINGFIELD
• ASHLAND • IRONTON
HUNTINGTON
7
jJJUUJLU-LLI
4 >
WCMI
ATN
'FIELD iSH.;i] ■ -.1 i, •> . IROHTOX
19 SEPTEMBER 1955
Air Trails N
RAILS NETWORK
NEGRO NETWORK
I should like i ngratulati
foi .i monumental contribution to me-
dia. I am .i men handising man
foi \\ I) \*> in Philadelphia, and no
Mi.iii'i how lui-\ I .mi. I always find
time i" read youi magazine.
I .mi seeking some information. I
read in youi 8 Vugusl issue In youi
I!' I". 1 1 i.. Sponsoi - something ( on-
i erning .i network being established
'"i the simplification of buj ing the
Negro market. I should like .ill and
anj infoi mation on this proje* I
Kej Btone Broad* asting v\ stem
mentioned as the agent.
Mi Fisher
Merchandising Man
WDAS
Philadelphia
• I ..r ^ . .,,„,. 1. 1,. p| i Negro K,.i,,. 1955,
lion ~ In. h nan pace I 07.
The
ua-
SPONSOR ASKS
I ( ontinued from page 61)
questioning of the existence ol lottei ..
Ii made sponsors cautious and the pro-
grams went "IT the air. In the late
Forties this was the fate of Hit the
Jackpot, Stop tin- Music, Go foi the
House. \inl these programs did not
give awaj money, l»ul merchandise.
There was a strong element of audi-
ence participation in these shows. On
Stop the Music nijzht nobody went t<>
the movies. Everybody stayed at home
and hoped the phone would ring.
Greed, however, is not fundamental to
the 164,000 Question.
\ mi a- a \ iewer do not have the
• hance to win. The interest and excite-
ment lie in watching average people
acting under pressure. \nd the con-
testants do react naturally. I doubt
that these programs are ver) much re-
hearsed. I'here are quiz shows that
are over-rehearsed and the contestants
act as automaton- rather than interest-
ing, alive people.
I he ke\ to an) audieiM e show lies
in the people you selei t t" \«- mi it and
not over-rehearsing them. The audi-
ence's interest will then follow; every-
bod) revels in other people- problems,
especially when the) are exciting ami
not painful. It i- not essential to their
existence that these i ontestants h in the
monej .
Both the (64, Question and /
h>r the Money are real games. The
audience at home feel- thi-. There are
rule- and the\ are kept. ■*■ * •
105
THE MOST POWERFUL "SPECIALIZED PROGRAMMING" STATION IN THE WEST
National and Regional Advertisers-
IN THE SOUTHERN CALIFORNIA
NEGRO MARKET WITH
000 WATT KDWL
KOWL, the only Independent Specialized Programming
Station in Los Angeles County with 10,000 WATTS and Top
Selling Personalities, gives clients a larger audience, clearer
signal and better coverage to sell their products to the over
300,000 Negroes in Los Angeles County* than any other
Independent Specialized Programming Radio Station.
'Plus coverage irom Santa Batbaia to Ensenada. Mexico.
More National and Re-
gional accounts use KOWL
than any other Specialized
Programming Station in
Los Angeles County.
JOE ADAMS
Los Angeles' first Negro
Disc Jockey now in his
8th successful year. The
recipient of many
awards for his ability
and civic contributions,
Joe has a proved suc-
cess story. His listening
audience of over 100
Million Dollar purchas-
ing power is a bonanza
for clients' products.
LILLIAN RANDOLPH
Nationally famous top
Negro Star of Radio. TV
and Screen is featured
daily on her own va-
riety show. Although on
the Station less than a
year. Miss Randolph's
program has been so
successful. KOWL dou-
bled her program time.
CHESTER WASHINGTON
West Coast Editor and
Sports Chief of Pitts-
burgh Courier brings
his audience up-to-the-
minute news and sports.
His unique capsule
analysis gives his lis-
teners more pertinent
coverage of important
happenings both locally
and internationally.
10,000 WATTS
Transmitter: Los Angeles, California
Executive Offices: Santa Monica, California
Studios in Mexico City
National Representatives:
FORJOE & CO. New York, Chicago,
Dallas, San Francisco
DORA-CLAYTON Atlanta, Georgia
GEORGE A. BARON, Vice Pres. & Gen. Mgr.
THE DOMINANT NEGRO & SPANISH LANGUAGE STATION IN THE WEST
106
SPONSOR
Ilh Imiiii/ \«»«ro .Serf ion
1
Highlights of 1955 Vegro Radio
About 30$ of all the radio outlet* in the
country now program some or all of their
shows for Negro listeners; in numbers, the
station total will be over 600 this fall. At the
national level, Keystone Broadcasting System
offers network-level buying, and Negro Radio
is making headway in landing spot business
from national advertisi rs. At the local and
regional level, the still-growing medium is
fairly booming, according to sponsor's annual
survey of stations. Listening is uj>, and
none than one out of four Negro-slanted outlets
hare more than 10 hours of Negro programing
each week; program base is steadily widening.
PROJECT EDITOR: CHARLES SINCLAIR
Top admen &. \pgro Itadio:
What key buyers say they p3g6 108
like and don't like today.
"Birth of a Sale": What
a \egro radio rep faees D3?6
daily in agency selling'.
Sales results: \ dozen
"ease histories* repeal sales
power of Negro shows.
Vefiro Kadio Basics: >e»
research facts for agency
and advertiser executives.
Trends: Size and scope of
medium is charted by annu- D3R8 12
al SPOVSOIt market studv.
page 114
page 116
19 SEPTEMBER 1955
107
Prestige: Negro Radio, when skillfully programed, can become a strong force in tin-
Negro community, can ultimately lead to top acceptance by listeners and admen. Pace-
-.11,1 in Negro field i» Memphis' WDIA. sole 50.000- waiter that is 100% Negro-
slanted. Station has evolved such public service features as "WDIA kid'^ Baseball
I eague" of 200 youngsters. Vbove, baseball vel Rogers Hornsb) gives youngster advice.
103
1. \(p Rah
Accept a nee by top-level uu
.i~mgain am' a<iai ii market research
lias come up with the same answer:
The U.S. Negroes have become a
top-qualit) consumer market for every-
thing from household items to autos.
But when a .Negro Radio broadcaster
or station rep says "All business is I
local." he ver\ often says it without a '
smile.
National recognition is. all too
clearly, the last big hurdle for Negro
Radio. There are local advertisers '
aplenty. And man) big regional ad-
vertisers have hea\ \ Negro Radio cam- '
paigns. But local and regional adver-
tisers outnumber national advertisers
on most Negro air outlets anywhere
from 10-to-l on up to 30-to-l, accord-
ing to the stations themselves.
Why? Is it due to lack of knowledge
on the part of national-level admen
about Negro Radio'.' Or is Negro Radio
failing to offer blue-chip air clients the
basic values the\ feel are necessarv in
a sound media buy?
To find out just what a sizable cross-
section of I .S. advertisers and agenc\ -
men felt about Negro Radio on the eve
of L955 s fall season, sponsor con-
ducted an extensive checkup among
well-known admen. Altogether, these
admen control the advertising destim
of some $160 million annuallv in
radio-tv billings. By title and job they
ranged from timebuyers and re-
searchers up through agency v.p.'s
and account group heads to top-level
advertising managers.
Almost immediately one fact became
clear:
No two admen at the national level
hold exactly the same view toward
Negro Radio. Here are just a few:
• "The Negro Market is an integral
and substantial part of an\ well-
rounded marketing plan. We've found
Negro Radio an effective way to reach
this market," said the ad manager of
a major drug advertiser with head-
quarters in the South.
• "Most advertisers in radio and l\
have no basic reason for appealing to
Negroes, per se, as a market. As the
SPONSOR
land-miss national sales pattern
» in;:. •>«•< lo<*al and regional rlit'iifl.H si ill oiiI-iiiiiiiImt national sponsors
\, ro's position in societ) improves,
..in likelihood of reaching him with
(general media also improves. We've
tested Negro Radio, and don I feel
it - on our 'must I > u\ li-t nl media,
said the media director ol one of the
( olgate agencies.
• "We've 1 1 -« ■< I Negro Radio for years
now and found it an excellent buy.
There are leu significant differences
between the qualit) ol cigarettes I li.it
Negroes and whites buy, but that s just
the point. We don I want to -li|> back
in our share ol the Negro market,"
said a v.p. who supervised one of the
country's biggest tobacco account
groups.
• "Negro Radio's cost-per-1,000 i-
tOO high to make it anything mure than
.1 'supplementary medium for mass
consumer products. <*n the other hand,
it might heroine a good buj for a
product that has a particularly strong
appeal for some reason to Negro
buyers." said a radio-t\ executive ol
one ol the three leading soap-detei gent-
toilet i \ in, mill. i. tin ers.
the i ange • • t opinion among na-
tional-level admen doesn't stop there.
Some feel Negro Radio is a « leai ul
-.|>ot radio medium, having won itself
the respect and loyalt) ol Negro audi-
ences. Others sa) : "Negro Radio?
Mien- reall) no such thing. Some
feel that reps and stations provide them
w ith plenty ol research ammunition to
use in planning campaigns; others are
hitter about what they feel i- "blue
-k\"' selling in the Negro media field.
Here, in more detail, i- what the
admen told sponsor editors:
The consenaua: Finding an over-all
pattern in the thinking ol top admen
toward Negro Radio isn't easy. Hut
a pattern Joe- exist. \ m I it shapes up
something like this:
1. None of the admen interviewed
by sponsor doubted for a minute the
size and importance ol the Negro
market in the I .S. Uthough some felt
it was mme rewarding from a Bales
standpoint than other-, the i hiel diss
greement lay in how to rea< h the
i.i i get.
2. I he strongest proponents in favor
ol using Negro media in< luding radio
to le.n h Negroes were those whose
|iiinliii t-. for one reason oi another,
had always been bought n ■ heavily
by Negroes than by w hites. Somi
ul. ii consumer advertisers, however,
also fell into this group.
3. I ho-e most lukewarm to the use
ill Negro Radio as part ol national ail
advertising campaigns were those who
lelt that "general media ordinal \ t\ .
radio, magazines, newspapers, etc.
rea< hed Negroes well enough. \ few
said the) didn't use Negro media ol
an\ -ml because the\ fell the market-
ing potential for their products in
Ne^io home- wa-n't -hong enough to
warrant a spex ial appi oach.
i Please turn to page L32 i
NEGRO PREFERENCE FOR "QUALITY" PRODI CTS SPELLS SUCCESS FOR UR-SOLD ITEMS
- vEMliJ %
*•--* J" 'rift I
ftAL
800 ,1
\NBOKi
M K
vh n>
E^rf
Borden's: Range of promotional backing
is shown in WHOK. New Orleans display
for Silver < "« Cream, d.j. "Oke) Dokey."
Groceries: Supermarket owner \ll.m Bass
looks over store display featuring prod-
ucts sold mi Louisville's station W I <>l .
Bread: Products of Langendorf Raking.
big regional advertiser, were featured by
KMV V.F.. at outd gathering.
19 SEPTEMBER 1955
109
ADMEN AND NEGRO RADIO (( untinued)
LOC il. PERSONALITIES IRE NEGRO RADIOS TOP SALESMEN. AIR-SOLD NATIONAL AND R\.iU\
Jello: General Food- desserl i- a featured prod-
uct on daytime d.j. shows of Pittsburgh's WHOD
in high-income, industrialized northern market.
MiFer's: Distributor R. A. Terrell chats with
WWOK, Charlotte platter-spinner Johnny Shaw.
Beer firm buys daily shows, spot announcements.
Drugs: Berjon Company's Act-On j
Ti-Kon allot 50% of $100,000 bit
Negro Radio, such as WOKJ. Jacks*
1 Birth of a sale
What is a Negro radio rep up against when he
makes a piteh to a top-level tiinebuyer?
SPONSOR** one-aet drama below gives answers
M. he ideal station rep for Negro Ra-
dio outlets should have the dedication
of a missionary- a memory for re-
search figures like a Univac, the pa-
tience of Scotland Yard and the thick
hide of a water buffalo.
The Negro Radio rep's job is far
from easy. The medium has won con-
siderable acceptance at the local level
— where retailers can see it pull daily
results. But at the national level —
where advertisers and agences are of-
ten far removed from advertising's
grass roots — the selling is frequently
an uphill job.
Tough questions must be met and
answered. Basic objections must be
overcome. The case must be proved
thoroughly, often against other media
with bigger research budgets and
more advertising glamor. And, in the
background, there is the constant bat-
tle to win for Negro Radio a place in
the sun as a national advertising
medium.
The scene which follows is imagi-
nary.
But it is a composite of many actual
scenes through which the station reps
o! Negro Radio outlets must go each
week.
Admen may recognize some of the
foibles of their friends, and even them-
selves in it, since SPONSOR drew upon
the background of several leading rep
sales executives for it.
To the national reps who serve Ne-
gro Radio stations — such as Forjoe,
Dora-Clayton, Interstate, Meeker. Mc-
Gillvra. Sears & Ayer, Pearson, Blair,
Raymer, Devnev. Branham. Rambeau.
Rurn-Smith. O'Connell and others —
therefore this vignette is dedcated.
Curtain going up!
SCENE, the large New York head-
quarters of Dibble, Dabble, Sweat &
Tears, one of the country's top adver-
tising agencies. Behind a large, limed-
oak desk near a window that overlooks
Madison Avenue is ]. P. Hardsell, the
agency's chief rado-tv timebuyer. It
is about 10:00 a.m. on a typical U ed-
nesday morning, and he is puffing on
a smelly briar pipe as he wades
through a deskful of staton contracts,
availabilities and rating reports. There
are a number of souvenir gifts on his
desk: a pipe rack from one of the tv
networks, a pen-and-pencil set from a
50 kw. station in the Midwest, a
scratch pad from a New York inde-
pendent, etc. Facing Hardsell across
the desk is Bill Watts, a veteran rep
110
SPONSOR
ajgggHHMBiag&fcMi^^ <»i*,ttmu-*ttmtt\ i ■«■——— ii^iK—tiiMi *< -
( TS R INGE y IRIOUSLY FROM FOODS *>/> Mil GS HP il'l'll INCES iM> BE) IK IGES
Di»pla> l"i M.ini-rhitt it/. big nsri
medium, i- checked l>\ Kalherine
WFRD. Vtlania radio staff.
1 1 In>lil goods: Audience show <>f
WHAT, Philadelphia drew \>\n crowds,
,iin! featured .1 " ide range of produi ts.
\rr<>« 77: Radio stai Ulan Freed signs
contrai 1 ; ' -lulu- Brew ing - Frances M 11
Namara, WEBB's Bentle\ Stecher I- ■< >k on.
m the \egro Radio field. li alts is
nrath but unobtrusively dressed, and
carries a small briefcase. Hardsell puis
his pipe down in a silver ashtray
[from a major regional web two
Christmases ago), and looks up al
Watt<.
H tRDSELL: I don't usuall) see reps,
you know. Inn much planning work
at this level. But ni\ girl says you in-
sisted on seeing me. What's on your
mind?
WATTS: I want to give you a fill-in
on our stations. You see. the stations
we. represent aren't quite the same as
you've Keen buying in the past. . .
// tRDSELL: Yes, I know Wait-. \K
girl says you represent Negro stations.
" UTS: Right. Two of our stations
in Southern market- an- 10095 Negro-
programed. The average for all of
them is around 2.V > of program hours
slanted at Negroes.
HARDSELL {filling his pipe): Mosl
of our clients" budgets are already set.
you know. Network tv, magazines,
spot radio, billboards . . . the whole
hall of wax. I'm not sure I"m your
man.
WATTS: That's just the point. I think
you're overlooking something g I in
\ our media selection.
II tRDSELL: Overlook? [stiffly 1 Not
in this shop!
// UTS: Let me put it to you this
wa\. Your clients use a lot of general
1 ledia, including radio and tv. Do you
know whether \our"re reaching Ne-
groes with these campaigns?
// [RDSELL: I M course we are. I*hej
have t\ sets. I he) lia\ e radios. I he)
read magazines and newspapers. Ju-t
like anybod) else. It's not as if the)
-poke onl) German or Spanish or
Italian.
\\ ITTS: I don't doubt you reach some
Negroes with any campaign you have
1 /'/cave turn to page 134)
Marketing confab: ( larenci rlolte, Negro media specialist ol BBDO igencj (right), dis-
cusses Madison Avenue viewpoints on Negro Radio while Henrj Lee Moon, N \ \< P
executive, and WLIB, N.Y.'s "Gospel train" star Vic Bozeman (left) form ittentive audiei
19 SEPTEMBER 1955
111
WNJR
I Megro Radio:
strong today
Negro-slanted shows are aired in 39 of 48
states, eover 3.5 million Negro homes
Singer "Hone) Chile" Home was welcomed to New Orleans and
program on WMRY recently with 25-mile parade in Crescent City.
Beauty contesl staged by Columbia, S.C.'s WOIC made local
headlines, promoted advertisers. Center girl, Lucy Jenkins, won.
Jim Ameche is star of nightly hour-long recorded music show on
Newark's WNJR. Station was first 100r; Negro outlet in area.
A recent addition to ranks of Negro-slanted outlet is Pittsburgh's
station WILY. Here. d.j. Lee Dorris shows a handful of disks.
Tacoma, Wash, outlet airs show direct from booth atop Burger
Bowl, a local drive-in, with d.j. Bob Summarise presiding.
Mi mbers of Los Angeles Safety Council look on as d.j. Joe
Adams outlines plans for public service campaign to judge.
Glenn Wilson, managing director of station, is saluted for sta-
tion's role in raising funds for Shreveport educational foundation.
Montgomery, Ala. Negroes flock annually to see WRMA's "Big
Battle of Music" contest, in which live talent groups compete.
Rhythm-and-blues shows booked by WCBR, Memphis into local
auditorium pack in local Negro fan>. boost radio listenership.
112
SPONSOR
You'll have to hunt prett) hard to liml
i Negro household thai isn't within
dialing range ol one "i more Negro-
appeal radio outlets.
\- tlic fall, 1955 advertising season
begins, a thumbnail portrail "I Negro
Radio look- like 1 1 1 i — :
• Stations: More than <>nu radio
itations aii Negro-slanted radio shows,
iccording to surveys made for "lius-
er'a Guide" and this annual se< tion.
()! this group, -< -nil- three dozen
mostl) in big Southern markets are
Iikc, Negro-programed, and largely
staffed l>\ Negroes.
• Coverage: There are Negro-appeal
itations in 39 of the 18 I ,S. -t .1 1 < --. .1
latui ation of over 80'4 . \hout -i\
nut of ever) In Negro homes are in
or near an urban area. Therefore, at
,1 minimum estimate about 3.5 million
V 10 homes are covered by Negro
Radio. \\ ith radio ownership running
ovei ''ic , . onlj .1 small amount ol the
I'.S. Negro air audience is not now
covered.
• Programing: Negro Radio stations
.in- bullish on the outlook for addi-
tional programing. Of 1 1 1 *- 165 sta-
tions who replied to sponsor's fifth
annual survey, 93/< said the) won'
airing more Negro programing than
last \car: onl) 7', wore doing less;
72' . said the) had increased their
weekl) programing "up to 10 hour-'"
and 12' i had stepped it up to "20
hours or more" weekly.
• Sational advertising: vgain, the
outlook on the part of stations is bull-
ish. Better than nine out of 10 1 97' I 1
Megro-slanted stations expect to carry
more national spot business this fall
than last. Most common business in-
crease anticipated : "about ]•>'< more."
Network buying: Keystone offers network-level \'-;:i<> Radio buying on 278 outlets. Heri
at Eiarrj li. Cohen agency, II. B, Cohen, Jr., v.p., signs Keystom contract foi Cha
Medicine while Beth Black, chief umebuyer, kli> ?.p. Noel Rhys, buyer \1 Hirscfa w
Present use ol Negro Radio at nation-
al >|iot level b) big advertisers is
spotty; one out ol three (3695 ' Ne-
gro-beamed stations has less than 10
national clients on it- list. <)nl\ l'<
of the Negro-appeal stations have more
than 70 national advertisers as of
mid-1955.
• Local, regional clients: \t the local
level. Negro Radio is a booming suc-
cess, sponsor's survey shows that
stations have anywhere from five to
100 different local spot advertisers
currently, with stations scattered fair-
ly evenl) all up the line. The largest
single categi in 1 1 1 '' i "I stations 1 had
.11 least 1 "i11 different I"' a] a< < ounts.
Regional clients are far less numerous
on the average outlet, falling into al-
most the same pattern as national ad-
vertisers.
• / acilities: <>\.-i II ' - of the sta-
tions repl) ing to sponsor's survey in-
dicated that since last year the) had
made changes in power, frequency,
studio facilities "i related broad* ast-
ing factors. \ few : W II \T. Phila-
delphia i> now in brand-new studios,
and has a new tower; KSAN, San
1 Please turn to page 1 13 I
19 SEPTEMBER 1955
13
Store: Ovei 90$ of
budgel of Baltin
I ,ilin\ii/ Departmenl store
to v mi Btatione
lik. \\ EBB in - on
Bread: Pennington's v"!i
Bread was launched in
the ( in: innati in 1
with contest on
V (p-o-beamed \\ < IN
Hair Dressine: W.TAZ,
Ubany, Ga.'s "Dr. Blues"
checks on point-of-sale
ili-play for Royal Crown
MimI-ji- Autos: "Home-
maker's Holiday" show of
KCOH. Houston
visited showroom of
local Dod^i- dealer.
4. legro Radio results
I locum on I <m I "ease histories*- in story below dramatize the
sales power of Negro-slanted air medium during 1955 season
xw ot long ago, the manager of Pitts-
burgh's Negro-appeal WILY. Ernie
Tanneri, made the following offer to
advertisers, both national and local:
''We will schedule for any account
presently using television in the Pitts-
burgh market a package of spots equal
to the cost of a single local television
commercial. We will guarantee to out-
pull the number of television sales
leads on a dollar-for-dollar basis, or
the advertiser doesn't paj us a cent!"
This kind of confidence in Negro
Radio's ability to move products off
store shelves and into the households
of Negro families is not unusual. Ne-
gro Radio's best advertising story is
still told largely in terms of sales
lesults.
And Negro Radio results continue
to be eye-opening.
Admen will find that the '"capsule
case histories" below dramatize vivid-
1\ Negro Radios sales talent. Culled
from mountains of data furnished
sponsor in its fifth annual survey of
t!ie medium, the product categories
range from autos to baked goods, and
from furniture to cosmetics.
The rise of the Negro market, and
its response to Negro-appeal radio
shows, is slowly producing a backlog
of this kind of valuable marketing
data. As Time reported last season,
after a national survey of the Negro
market. "Such figures are making
businessmen everywhere sit up and
take notice. They are paying more
and more attention to the long-ignored
114
SPONSOR
Bargain! : I ■ W
I t.ill.t- \. . i- ■• p u k-.l
lot .il retail) i when K \( )k
-. Ill -cllllr » .1- llllll/. .1
Drug? : I axtonc and /
■re displayed bj V. MUM.
M I. Illll il.|. I.il I i. ill., wlm-r
■how fi ituret products.
Maj niiiiiii-i : I ■ . I i-li> i.
indising dir« t'>r of
WDAS, Philadelphia telli
■ ol new < . 1 1 1 1 j . . i i •_- 1 1
I heatre : 1 1""
,ii New ^ < «i k "- \p.illo
was broken when
\\ Wlil '- "Di
red in show.
Negro customer." Here therefore are
a group of new attention-getters:
lido repair | KS \\. San Francisco i :
Results are whal « • t » n -v i ? i< -c^ main a
local advertiser that his Negro Radio
campaign is a good investment. This
Spring, Warren I)e Guire, owner of an
automotive repair shop, wrote to
kS \\ Manager Richard Bott about
liis spot schedule in three of the sta-
tion's top d.j. shows:
"Six months ago when I started ad-
vertising with you, I questioned the
Use of Negro programing for my type
of business because I was doubtful as
to what I would be getting myself into
i '-aiding credit.
"It makes me very bappy to tell you
that during the past six months mv
business has more than doubled, and
I have had no more problem with
credit than I would have using any
ether form of advertising to reach tin-
general public.
"i definitely consider m\ $550 per
month advertising budget with \our
station a real paying investment, and I
am looking forward to continuing it."
Furniture (WXOK, Raton Rouge):
Uthough the Butler Furniture Co.
is in a section of the business district
which has seven other furniture stores
within a one-block radius, it has
gained a clear-cut identity in the Negro
market through the u<e of Nemo-
appeal radio.
Reported Tommy McGuire, commer-
cial manager of this "OK" Group
radio outlet:
""The pattern was to run five or -ix
spots per da\. Monda\ through Satur-
day on a two-weeks-on and two-weeks-
off schedule. \boiit the middle ol
March of this year, I was able to con-
vince Butler that we could do a better
job if we ran three spots per day,
Saturda\ through Thursday, and seven
spots on Friday.
""This was onl\ about a 4095 in-
crease in the total number of anounce-
ments used, but it has definitely ac-
complished the results that we and
they desired.
""\\ ith an expenditure of approxi-
matelv S2<">H per month. the\ have
been able to show a 95* I increase in
gross sales, and at the same time a
In', profit increase over the previous
vear.
Refrigerators \\ H \|\ Philad-I-
phiai: Ibis Quaker-city Negro outlet
operates on both \M and 1M frequen-
cies, beaming program to the city's
large Negro audience segment, and
bas w.m for itself listeners, awards,
and sales results.
WHAT e\e< utives cite this example:
Lancaster Sales, a lo< al dealer for
International Harvester Refrigerators
— one of the premium '"white goods
lines — reported to the station recently
that "in one week, at a cost of $200
\\ II VI bas sold 152,000 worth of
(Please turn to page 137)
19 SEPTEMBER 1955
115
BASIC FACTS about Negro Radio's size and shape
1. STATIONS! There are now some 600 Negro-
Blanted radio outlets distributed throughout 39 of the
48 states. The li-t has grown some 5' < from the total
last fall, although the spread of Negro Radio has had a
slow-down from its first boom days in the 1945-1953 peri-
od during which most of the present trends in Negro Radio
hegan. Some three dozen stations. mostK in big Southern
markets, are now beaming ]{)()'', of programs to Negroes.
2a SETS* Radio saturation in Negro homes is high.
\r<oidiii'j to si'onsok's 1955 survey of all major Negro
markets, some 94% of Negro homes have one or more
radio sets. In the North, the figure is the same in white
and Negro homes, about 98$ . Southern markets have
lower radio saturation, hut are still mostly over 80%. Tv
set saturation is up to the local average in a few high-in-
come Northern cities, but Negro tv ownership in the na-
tion is only about 35%. Saturation level starts at 70-809*,
falls off in areas of the South to 5%.
3. NEGRO INCOME: Income of Negro
families has made striking gains in the past decade. The
median annual income of Negroes, between 1939 and 1951,
according to Census Bureau figures, multiplied four times,
while white income went up only three times. The total
annual Negro income in the U.S. is currently estimated to
be around $16 billion, of which SI billion is Negro farm
income. Negroes, incidentally, own some 40'y of the
homes in which they live. Trend toward equalitv he-
tween white and Negro incomes is continuing.
4. NEGRO POPULATION: Like Negro
income, the country's Negro population is multiplying
faster, on a long-range basis, than the white population.
There are over 15 million Negroes in the nation; latest
estimates put the figure closer to 16 million. At the mo-
ment, over 60' '< of the Negro population is urban, and this
figure may go to 709* by the end of the next five years.
The geographic trend is to move from South to North,
and from farms to cities. Metropolitan New York, for
instance, has over one million Negroes now.
IPS IN SELLING via campaigns on Negro Radio stations
1. "SOFT SELL": Avoid the use of high-
pressure tactics in using Negro Radio, admen warn. Negro
listeners are wary of the big come-on, having been stung
in the past with inferior products and high prices. The
best approach, stations have found, is to use very
straight copy, and a logically-developed "reason why.
2. BE PATIENT! Some campaigns in Negro
Radio produce overnight sales successes, but veteran ad-
men say that this is the exception. One New York ad
agency (Deutsch) figures that it takes 17 weeks in Negro
Radio, as against 13 weeks in ordinary radio, to launch a
product in the Negro market. Best bet seems to be the con-
sistent campaign that runs steadily on a 52-week basis.
Negroes are loyal to products and don't change easily.
3m QUALI T ■ : Negroes prefer to buy top-quality,
brand merchandise, surveys have shown. Admen advise
against selling second-rate products, or products that are
in some way stereotyped as a "colored" product. In some
categories, Negroes consume a lot of low-price prod-
ucts, but they usually seek out the very best hrands.
4. PROGRAMING: With more hours on the
air than ever, the average Negro-slanted outlet has broad-
ened the base of its programing. Therefore, d.j. shows are
not the only way to reach Negroes. Admen can pinpoint
their targets as to age, income status by using news,
religious shows, quiz programs, public service shows.
S« nLdkARvn! Providing national advertisers
with good research is still a financial and personnel prob-
lem for mosl Negro-appeal outlets. So, don't expect the
kind vim net from tv networks. However, checking with
local stations, reps and with client field men will
often give a picture of listening and merchandising.
116
SPONSOR
A/OW/WOMTR/
IN PHILADELPHIA NEGRO
Brand new power increase (1000
watts)
Top show and talent array (15.5
hours daily)
Leading Negro Pulse station
Plenty of drive
Full time Merchandising Depart-
ment
Market studies and research data
City wide promotion
The know-how of pioneer Negro
broadcasters
AND GET: Direct penetration
to the heart of America's 3rd
Negro market— 500,000+ brand
conscious Negroes with annual
earnings of over '3 of a billion
dollars.
fe^^ ---
Philadelphia's Oldest Independent
National Representatives: FOR JOE & CO*
NEW YORK • CHICAGO • ATLANTA • SAN FRANCISCO • LOS ANGELES
19 SEPTEMBER 1955
117
NEGRO RADIO STATIONS now total over 600 full or part-time outlet;
The station list below, arranged alphabetically by states
and cities, is a useful tool for timebuyers or admen who
want to know what stations specialize in reaching the Ne-
Numbers appearing after station call letters
refer to the number of Negro program hours per week eaclj
radio outlet has. List is based on "Buyer's Guide" update!
by special sponsor survey of all Negro outlets in mid-1955|
Average Negro outlet beams 2.V [ of shows to Negro listeners
amlng.
ALABAMA
Alexander City WRFS 10
Andalusia WCTA 3
Anniston WHMA 2</2
WSPC 5
Auburn WAUD 20
Birmingham WBCO 123"
WEDR 84°
WILD 126"
WVOK 2
Decatur WA|F 5
WHOS 3
Dothan WDIC 9
WOOF 4
Eufaula WULA 7
Florence W|OI 5
WOWL 9
Cadsden WETO 9
WCAD 7
Ceneva WCEA >/2
Hamilton WERH 3
Huntsville WBHP 4
WFUN 6
Marion WJAM 28
Mobile WKAB 18
WKRC 5
WMOZ 98*
Monroevillc WMFC 8
Montgomery _ WBAM 1
WCOV 5
WMCY 18
WRMA 87"
Opelika W|HO 5
Phenix City WPNX 21
Russelville WWWR 1
Scottsboro WCRI 2
Sylacauga WMLS 6
Tallassee WTLS 6
Tuskegee WTUS 69
ARIZONA
Flagstaff KGPH 7
Phoenix . KRUX 18
ARKANSAS
Arkadelphia KVRC 18
Crossett KACH 4
El Dorado KDMS 3
Fayetteville KCRH 3
Fort Smith KFPW 3
KWHN 6
Helena KFFA 35
Hot Springs KWFC 6
Little Rock KCHI 18
KTHS 4
KXLR 25
Magnolia KVMA 9
Malvern KDAS 3
McCehee KVSA 6
Morrilton KVOM 3
Newport KNBY 5
Osceola KOSE 6
Pine Bluff KCLA 13'/2
KOTN 18
Warren KWRF 2
CALIFORNIA
Bakersfield KBIS 17
Berkeley KRE 20
Blythc KYOR 4
Burbank KBLA 3
Fresno — KGST 14
KM) 1
Long Beach KFOX 28
KCER 10
Los Angeles KFI 1
See l/.riK Beach, KCFJ 27
Pasadena. Santa KPOL 7 Vi
Monica KPOP 22U
Napa KVON 5
Oakland KLX 2
KROW 12
KWBR 961/4
Pasadena KALI 21
Pittsburg KECC 1
San Bernardino KCSB 7
KRNO 14
San Francisco KSAN 133
Oakland,
Plttiburg, San
Jose
San lose KLOK 4
San Rafael KTIM 8
Santa Monica KOWL 34
Stockton KSTN 2
KXOB 2
Vallcjo KCYW 6
COLORADO
Denver KLIR Vl
KTLN 10
KVOD l/2
Englewood KCMC 3
CONNECTICUT
Norw.ilk WNLK 1
Stamford _. .. WSTC 2
Waterbury WATR 12
DELAWARE
Wilmington WAMS 21
WILM 15
DISTRICT OF COLUMBIA
Washington WOL 6
WOOK 133"
See Annapolis & WWDC 14
liitliesda. Md. WUST 98"
FLORIDA
Clearwater WTAN 1
Cocoa - WKKO 3
Dade City WDCF 6
Ft. Lauderdale WTFL 20
Fort Pierce WARN 14
Gainesville ...... WDVH 6
WCCC 5
Hollywood WCMA 15
Jacksonville _. WOBS 42
WRHC 45
Kissimmee WRWB 4
Lake City _. WDSR 4
Lakeland WONN 3
Miami WFEC 84"
WMBM 91
WMIE 22
WWPB 19
Milton WEBY 1
New Smyrna Beach WSBB 7
Ocala WTMC 3
Orlando WABR 16
WHOO 7
WORZ i/2
Palatka WWPF 7
Panama City _ WPCF 3
Pensacola WCOA 2V4
Plant City WPLA 1
St. Augustine WSTN 9
Sanford WTRR 7
Sarasota WKXY Vl
Tallahassee _... WMEN 14
Tampa WEBK 13
WHBO 10
WIOK 90"
Vero Beach WNTM 3
W. Palm Beach WIRK 15
W|NO 5
Winter Haven WSIR 5
GEORGIA
Albany W)AZ 46
Americus WDEC 8
Athens WRFC 8
Atlanta .. _ WAOK 135'/2
See Decatur WBCE 36
WERD 86"
Augusta WAUG 45
WBBQ 9
WBIA 6
WCAC 1
Bainbridge WMCR 7
Brunswick WMOC 6
Cairo WGRA 6
Columbus WDAK 15
See Phenix WCBA 24
City. Ala.
Covington WCFS 8
Decatur WEAS 25
Douglas ... _- WDMC 4
Dublin WMLT 6
Fitzgerald WBHB 6
Cainesville WDUN 6
Criffin WH|t 11
WRHT 14
La Grange WLAG 12
WTRP 6
Macon WBML 30
W'BB 35
Newnan WCOH 2
Rome WLAO 13'4
Savannah WCCP 12
WIIV 25
WSAV 3
T^omasville WPAX 7
Tifton WWCS 5
V^ldosta W~.AF 3
Waycross WACL 14
WAYX 7
Winder WiMO 6
ILLINOIS
Belleville W'BV 1
Cairo WKPO 1
Chicago WAAF 15
WGCS 58
WC.N 15
WCRC 70
East St. Louis WTMV ?S
loliet Wioi 1
Metropolis . WMOK 41A
Oak Park ^WO»A 23
Urbana WKID 4
INDIANA
Bedfo'd WBIW 3
Evansville WIPS 3
Ft. Wayne WANE 1
Cary WWCA 30'A
Hammond WIOB 22
Michigan City WIMS 5
South Bend W|VA 1
IOWA
Des Moines KWDM
KANSAS
Wichita KANS
KENTUCKY
Ashland WWKO
Camobellville WTCO
Bowling Green WLIB
Columbia WAIN
Covington WZ'P
Cumberland . WCPM
Frankfort WFKY
Fulton W=HI
Lexington Wl A"
WLFX
Louisville WINN
WLOU
Madisonville WFMW
Middlesboro WMIK
Winchester WWKY
MARYLAND
Annapolis
NEW YORK
LOUISIANA
Alexandria KSYL
Baton Rouge WIBR
WXOK
De Ridder KDLA
Hammond WIHL
Houma KCIL
Lafayette KVOL
Lake Charles KAOK
Mansfield KDBC
Minden KAPK
Monroe KLIC
KMI B
KNOE
Morgan City KMRC
New Iberia _KVIM
New Orleans WBOK
WMRY
WWEZ
Oakdale KREH
Opelousas KSLO
Shrcveport KANV
KENT
KWKH
7
2
10
1
14
5
3
7
1
5
7
84
5
5
2 '/2
12
16
63
6
3
12
1
28
8
2
10
2
6
14
5
60
84
126"
7
7
91
10
6
Baltimore
Bethesda
Havre De Crace
Lexington Park
WANN 84
WNAV 8
WBAL 12
W'BB 84
WITH 24
WSID IO31/4
WUST 70
WASA 2
WPTX 2
Binghamton
Buffalo
MASSACHUSETTS
Boston
Springfield
WBMS 20
WVOM 5
W|KO 7
MICHIGAN
Ann Arbor
Benton Harbor
Big Rapids
Detroit
Flint
WHRV
WPAG
WHFB
WBRN
CKLW
WILB
WXYZ
WMRP
3
3
2
2
2
73
20
10
Grand Rapids
Muskegon
Pontiac
WIEF
WLAV
WMUS
WPON
WHI.S
WSCW
SIPPI
WMPA
WB'P
WDOB
1
3
Vl
1
7
Saginaw
MISSIS
3
6
Booneville _
6
10
Centerville
Clarksdale
Cleveland
WGLC
WROX
WCLD
5
20
18
Columbia
Columbus
WCJU
WACR
WCVM
WNAC
1
6
35
12
WCCM
5
Hattiesburg
Hazlehurst
WBKH
WHSY
WMDC
WNLA
WIXN
6
5
8
6
Jackson .
15
Laurel
Louisville
Meridian
WOK|
WRBC
WLAU
WLSM
WMOX
84
31
8
10
1?
Philadelphia . ...
WTOK
WHOC
WELO
5
6
Tuppln
7
Waynesboro WABO
West Point _ WROB
MISSOURI
1
8
Charleston _ _ KCKR 8
Kansas City KMBC 2
KPRS 84"
KUDL 9
St. Louis _ KSTL 18
KXLW 78
KXOK Vi
NEVADA
Las Vegas KLAS 2
KORK 6
Reno _ KWRN 1
NEW JERSEY
Asbury Park W|LK 2
Atlantic City WFPC 3
WMID 6
Bridgeton WSNJ 1
Camden WCAM 71
Newark WAAT 14
WHBI 19
WNJR 127*
Trenton WBUD 16
WTNJ 3
Elmira
Kenmore
Kingston
New York
Bet Newark,
N. J.
Niagara Falls
Patchogue
Rochester
WINR
WCR
WKBW
WELM
WXRA
WKNY
WABC
WEVD ;
WHOM '
WLIB
WOV
WWRL
W!|l
WALK
WSAY
NORTH CAROLIN
Asheville
Burlington
Charlotte
Dunn
Durham
Elizabeth City
Fayetteville
Coldsboro
Greenville
Henderson
High Point
Jacksonville
Kings Mountain
Kinston
Laurinburg
Lincolnton
Lumberton
Mount Airy
New Bern
N. Wilkesboro
Raleigh
Reidsville
Rocky Mount
Roxboro
Salisbury
Sanford
Siler City ...
Smithfield
Southern Pines
Tarboro
Tryon
Wadesboro
Wallace
Washington
Whitesville ..
Williamston
Wilmington
Wilson
Winston-Salem
OH/O
Columbus
Akron
Chillicothe
Cincinnati
Cleveland
Columbus
East Liverpool
Fostoria
Gallipolis
Hamilton
Springfield
Steubenville
Toledo
Warren
WADC
WAKR
wb:x
WCIN
WSAI
WJMO
WJW
WSRS
WCOL
WHKC
WVKO
WOHI
WFOB
WJEH
WMOH
W!ZE
WSTV
WSPD
WTOD
WHHH
W5KY
WBBB
WFNS
WCIV
WWOK
WCKB
WDNC
WSRC
WS<B
WT'K
WCAI
WFAI
WFLB
WFNC
WFMC
WCTC
WHNC
WHPE
WMFR
WNOS
WJNC
WKMT
WEL5
WFTC
WEWO )
WLON
WACR i
WSYD
WHIT
WOOW I
WKBC
v.'NAO
WRAL ;
WFRC
WREV
WCEC
WRXO
WSAT
WWCP
WNCA
WMPM
WEEB
WCPS
WTYN
WADE
WLSE
WHED
WRRF
WENC
WIAM
WCNI
WVOT
WAAA
WAIR
(lMease turn to put "
118
SPONSOR
9 SEPTEMBER 1955
119
WIN THIS 21-INCI
in this history-making contest sponsorec i
Just as color television adds an important new dimension to advertisinj
so "BUYERS' GUIDE TO STATION PROGRAMING" adds an import..
new dimension to the buying of tv and radio tirm
In the two years BUYERS' GUIDE has been published, we've heard of scores of waV
it has been used. But we'd like to hear still more uses so the;.
be passed along for the profit of our reader
And so this exciting contest was conceived to get the answers from SPONSOR subscribers . .
all of whom received "1955 BUYERS' GUIDE TO STATION PROGRAMING" on May 16d
Enter the Contest today. The rules are simple. The prizes are exciting. And win, lo-
or draw . . . your rewards from using "BUYERS' GUIDE" will be grea
Extra copies of BUYER'S GUIDE are available (g $2 eat
Non-subscribers may get one by entering a subscription j
SPONSOR @ $8 for 1 year, $12 for 2 year,
\
Bil PRIZE
4BlilK.nl 21-Inrli KCA
,pilil.- < olor Sri!
a4> ihr llmll of Ihk u rcen Coloi TV—
§Ho4 rcalio "' high ili.irn.i llu
■&lor of Bro.iilu.n imisu.tls.
, performance goej itunnint
HLabinrliv loi Ikii' in IcIcm-
Bnourilr. stylish .uul low . . . 0n>»
TBEh m.ilioi;.Hu 01 liloml Hop
i all the programs
„ a, too! MaRiiifireut "coloi rasts" in
lr hi hi. I .ill the other slio\»\ in
. .uul while
OCA COLOR TV SET
RS' GUIDE TO STATION PROGRAMING
2M). iKI) \M)
ll'll PRIZES—
RCA "Slumberette"
■k-Radio
ilumberctic is designed to gi\c you
'round the clot k. \t bi
nir of music inviting
-huts off automatically. In the morn-
lie autnni.it ;i switch turns radio on and
buz/cr ten minutes later. Automatical-
coffee maker Built in phonosocket,
STER. HERE'S ALL YOU DO!
100 word- ov Uss tell o> - ti ay you are
Bl -i 1 Kv GUID1 rO STATION
MING" (mailed free to all SI'ON
is on May 16th)
»ill tic judged on the basis of
ility ami freshness of thought In a
of judges that includes Pete Cash.
W Station Relations. I VII; R. David
Director Local Salts v Service,
and Lawrence Webb, Managing Di-
will be given in case of
nployees ol SPONSOR are not eligible,
ul \our enlrs to:
I \\ RS'GI IDE CONTEST
o SPONSOR SERVICES INC.
Easl JVtli St.. N. Y. IT. N. Y.
ntries must be postmarked no later
rpteniher 30, 1955.
5TII THROK.II
10TH PRIZES—
RCA DeLuxe "Personal"
Portable
owerful little performer is housed in
akable "impac", won't dent . . .
crack ... or break. Here's srnsi
eption. too . . . plus room-size vol-
And it's all in a portable about the
a book, less than 6 inches high. Plays
lv . . . no warm-up ... no waiting,
bv self-contained batteries
THESE EXCLUSIVE FEATURES GIVE BUYERS' GLIDE
HUNDREDS OF USES
/catalogs the local programing of 2172 radio stations and 381
television stations in U. S. and Canada.
/tells at a glance the program character, audience interests
and facilities of each individual station.
/provides separate lists of stations appealing
to specific groups and tastes.
shows the number of weekly hours each radio and
t\ station devotes to 10 principal categories
of programing.
/gives studio facilities and film and slide
specifications of tv station-.
/gives power, national rep, network program
v hours, services.
0
PRESTIGE?
WITH f-
it started with snow tires . .
Like many retailers, the 23-outlet chain of General Department Stores in West
Virginia had looked upon television as a costly advertising medium. Predominantly,
they'd used small weekly newspapers and small local radio stations. Then, early
this year, an interesting thing happened. People hesieged General's stores, asking
for a brand of snow tires demonstrated over (of all things) television. "Hmmm,"
hmmed General's merchandise manager, "we could try TV." So they did.
$296 ventured — $32,766.60 gained
That's what happened! General selected a likely-looking bedroom suite, invested
$296, and scheduled a single one-minute announcement on four consecutive da\s
over WSAZ-TV. Well, sir, within 10 days they sold 147 bedroom suites at
$159.95 each — plus 100 mattresses at $59.95 — plus 21 box springs (same price)
— plus about $2,000 worth of bedding items . . all directly traceable to
General's timorous toe dipped into the TV swim. Total sales: $32,766.60.
"Wow!" said General. "Happens all the time," said WSAZ-TV. So . .
$410.30 more brings another $28,381.65!
This time the offer was a nationally-advertised wringer-type washing machine,
priced at $169.95. Investment of $410.30 bought six one-minute commercials on
WSAZ-TV — and the boys at General were outspokenly skeptical. But sure
enough, within 10 days, 167 washing machines moved out of the stores and another
$28,381.65 — credited to WSAZ-TV — had clanged up on the cash registers.
(More, incidentally, than all wringer-type washers sold during all of 1954!)
$410.30 again — $22,305.15 sales in 10 days!
The next month this same surprised advertiser put another $410.30 to work on
WSAZ-TV, promoting a 10-piece modern living room group. What happened?
People (synonymous down here, 3 out of 4, with WSAZ-TV viewers) came in
for 97 of these $229.95 sets, spending another $22,305.15. That did it! You
can't keep General Department Stores off WSAZ-TV these days. Every month.
a new promotion. Every month, new sales records for each item promoted!
say . . do you like to make money, too?
There's nothing mysterious about how this $83,453.40 was garnered from an
$1,116.60 investment. WSAZ-TV is the one medium that covers the whole purse-
loaded market in our industrial heart of America — an area five states wide and four
billion dollars deep in buying power. WSAZ-TV families want what you're selling.
They have the inclination and the money to buy it. BUT you have to reach them to
set off sales. Plenty of local and national advertisers know what the Channel 3 magic
of WSAZ-TV can accomplish. With their successes to point the way, people will think
you hate money if you don't get in touch with the nearest Katz office this very day!
Huntingdon-
Charleston.
West Virginia
CHANNEL S
Maiimum Power
NBC BASIC NETWORK
afllltaltd with ABC
LI
^_
^
r-'^
^.S
ll
I
WSAZ
T E
122
also affiliated
with Radio
Stations WSAZ,
Huntington A
WGKV. Charleston
Laurence H. Roger-
Vice President and
{General Manager.
WSAZ, Inc.
represented
nationally
by The Hot:
A oency
SPONSOR
SUNDAY
55
TV COMPARAGRAPH OF NETWORK PROGRAMS
MON DAY
TUESDAY W
I
WEDNESDAY
HURSDAY
Nighttime 19 September 1955
F R I DAY I SATURDAY
LBLIUi
'If. «»JTI
SAB 116,000
No network
lt'» ■ Great a, °'"! No ««»•'«
Life m nn .1 B/0O P'<ff*U)lni
MtCAE to op it 8/28 m-t
No DHootk
woti-imlnf
NO fir......*
Iwii Mu-tin
EvabaUr-CMoiso
Wade 119,500 ^TT "Tjjj
Tha Lone Waif
J. W. Shaw
III m onl 1,
1 *l 1.000
Frontier _ Great**! Sport Lobr-tooA j!>h!?i.uti
NY F Wild?-**
YAR 134.500
Eity
KY I,
1 5. IWO
par n hr
Collate Variety Burn* A Allen
..... T» H-iil--, Carnation Co
CDIiite-l'alinollTB Dlnit lull, aJI m F
liUMt L Hkudefc-kr-Partrd £. W (.*• bell
E.V tow.ooo War 124.000 lSSff** m"'r
No nalwork
Ilei.unslo'n iTiod
Valee at Taloat Stout*
Saactaiules* Fl/'lnr?*'? 1T,",• J Upton
I5NT ^ L T'Ny L *To5
$150,000 ... .1}™* ».t »«•
»*i 111,000 T5NY L
Wao tie.ooo
II 12,000
(•pstbiolm)
RCA: KAE
TV Pi.,h-i- Th, Dottl M|Kk GaneTal Fd."
0^,'..',%,. L.*"»»f4|UfJL
JOINT 41L ll- B^ "'|soi00o
£-Siffi
K4E W60.00O
M«d|.
GE B8D0
LiManua. Jttii
A Adam, lie.jno
Kukla. Fran A
N.° "'L"£5 »• "wort <""
N LA 6 .11 „k
NT F
165.000
far_* .
Plymouth No*-*
P ■■ ■ 'i,
ho Goldberg* CJmpo-?ll-Ef»ald' Hall Blicult (
',S Camel Not Ctnn ul" ' * "
,1 0/-,o X J Reynold* '
J.UU. 1 1* 4 m K4E «24.a
Allen R DuMon
NY L
Dlrett $3000
Bial lh« r i,-> proiramlna
Bj-I.mjil. Klecit
8TNT ' ' L
Ltfa I* Worth
Long John SMi
L Oitrk Jubltat
— Sprlnjflold,
""co-op o-9 ** JWT 117,500
$42,000 BAB S900O
, Qaneral M .i..ri
* lOONY F
&SCB 136,1)
BAB 128.000
I2NY
i Pant la Hour Million
ink City Aulnnment I'. "Mac MtMJIA ffheaffer Pen
oo Wbelan Dmai NT L Seadt alt »
r Produet «U with SOFfy 1
NoDlfni SSCAB
Campbells Mlltun
JWT J40.00O DFS »"■«
LAN M2.H
. TTio Big Pleture
Plata th» Faca Nn
11UNY
M*E 138.0
Batoa 123,000
Cavalcade of
Sport*
allien* B«r*iy Tomorrow
So network W2.400
proBraialoa r *'•' Milk
lUsNT L
f
proiramlal FCAB 132.5
A.C. Bptrk Plui
HcC-E 151.000
itwt «f tha
light; Sportt
f tha Night
13800 to 15750
ARE YOU
IN THIS
PICTURE?
WSBT-TV
34
BETTER TAKE A CLOSE LOOK AT THIS PICTURE. WE THINK
YOU OUGHT TO BE IN IT AND HERE'S WHY . . .
WSBT-TV DOMINATES THE
SOUTH BEND MARKET
N be? nation, I ill or VHF, >■ nignal . . ... h. ■ the South H< ,„j
Market, even cornea eloie lo W SBT-T\ in ■hare-of-audience. South
Bend U a fringe irea for Chicago mid Kalamaaoo TV outions. To
llluotratei \fi.-r ftS»T-T\ began carrying ihe Ed Sullivan s|,«>h, Una
program^ South Bend audience increased over .'»)0'i: Further proof:
When WSBT-TV went on the air, act ownership in South Bend jumped
from 2991 to BO%! (Hooper, N..»., 1954).
WSBT-TV VIEWERS COMPRISE ONE OF
AMERICA'S RICHEST MARKETS
South Bend*i Metropolitan irea ■- the Nation*! 5ih richest in Tamil)
Income. The South Bend-Mishawaka (in Coryoeate Area is ladiant's
2nd largest in Income and gales!
WSBT-TV GIVES YOU A BIG, PROSPEROUS
14-COUNTY COVERAGE AREA
Population of the station's coverage area is HI 1,600 or 24U.900
h..m.-. Effective Buying Income.. . 81. .112,802,000. An exceedingly
"l"
irkel!
WSBT-TV REACHES 181,953
UHF EQUIPPED SETS
95% of then ho
el 111 -equipped t.
[MHMplm ., ,„, (0 hpip ,.„„ M-(, ,*,(„ rhart SpmtBoru I'arfs-rt «ilplior>«*iifetitM "•••ft nffttlirtj <ind (itn«* on i
BI1DO NUC P 0:3n-10
CBB .11 Th in 15-80 an
I.,-. A lllv.-i-.i: ARC, Si J. S-J:30
r Mir' m '. :in in i.n,
Mil \V. F 7 30-15 pin: ABC.
lot. Unuitdn: CHS. M-F 1 1 :3">-
l'pmi Nil'", 'ti,'-. I', r.
" ' ■-. .Ii.rli Orut) ootl |)ri 1-mlli parllrt
»BhJu»r.B
fttTT'J,^ V'" "> T»'l»»,> <•> .".lal llnlMNI, Ulr HtlLJI "1
!••!»» Iiu ri„k,l u,n IMi rllrnit |.i ,1,1.
iian ippi« Commleilon Oolln W
i idtartlHn
*moni Uiiia*
. . a*m ii
Charle, An
.
am. CNTPi
Huel Bi'th
I', mini en- 111*
Bardaa Co.
" ** iff £uii,"l!ll,JJlJ' HM 0BI'1 •»■. «W1 SUO sslf.
of NBO TV
I-P l!:30-4! pm;
: NBC.
Dodge. Or*nt: ABC,
Falttart, DFS: CBS, Sil 3130
Ford. JWT: NBC. Tli 9 30 10 pr
General Dynamltt Mnrej-. Humr
Qmirsl ElMtrll, BBDO Cits, :
Gen.nl' Food*. YAK CI1S B :3'
DFS: ABC. Th TjSO-8 pn : CUB
pm; Biilek Olv., CBS. Rat 8 110 9 pm
Gerber Prod*.. DArcy NBC. Th 10:15-30 i
CBS. all F 3:30*45 pro
Helena Curtlt. Ludijln: CBS, Tu 2:15-30 pm;
Ideol Toy. Or..F' CBB, 9un 12-1? 30 pm
S C. li.Jirv.nn. NLAB NBC.
FC4B. Rut NBfl
i Mig. Mrwnl- *n
o«i», JWT N-BC,
CUB. Sud 8-S pm
lining. BUDOj CBS. M 10:30-1
lavld Wine. WAG: ABC. P 9-;
> Cham.. NI-ABj ABO, Tu T :3(
Pan-Am Alrwav
rdnor: NBC, Sat 10>I0:30 pm; CBS.
il*. Ine.. Klellor: ABC. all W 9-9:30
r-nrit CRs" M-Th 11:15-10 am: M-
Wli. ' v liiJ. '■ .'■
R.iMiin-Pur m.i fiulld. Basiiiiu
RCA. KAB: NBC, \1 B B:S0 1
Seort Paper. JWT N"BC
Slal*y Mlt.. BAR: CBS, all M 101S-JO i
St.nrtirrt Hrand*. U.irt NBC M « S« « nm
Sl.it- F;.rm Inn, WL1B MIC. F 10:30-1
Sterllna Drug 1) F-S VBC r i in 1« m
St.i-i.bak.f Pirk.rrt 0,\r( « UC. M n-R:30
Sunhcam. P-rrln- Paul. NTtC. T S-9 pm
S*r.,tv M.i HI.- ,-. M-..-., Mil" Sil 10 to.
S*lft. IHT M.C F. 1JTN. Th 1:15-2 pi
Svlvinla, JWT- CBS, Sal T:30-l pm
WSBT
TV
ASK PAU L
A CSS BASIC OPTIONAl STATION
RAYMER COMPANY* NATIONAL REPRESENTATIVES
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
2 Pulse interviewers now make
revisits
on every family not at home at time of origi
nal Pulse visit
Eff ective in September reports for every Pulse marked covered, this
additional verification emphasizes Pulse accuracy.
Original visit to each home, please bear in mind, is
made from probability-type sample from U.S. Census
' block statistics— absolutely uninfluenced by the in-
Second attempt, for any family not at home pre-
viously is made one hour later;
Third attempt for family not home on previous two
attempts is made at end of four hour period.
These total 3 visits shrink the "not at home" jaetor to in-
significance — whether you are talking statistics, theory, or
pockerbook reality.
PULSE VALIDATES INTERVIEW PERFORMANCE WITH
CHECK ON EVERY 10th HOME, INDEPENDENT OF
INTERVIEWERS OR SUPERVISORS' SPOT CHECKS.
Pulse delivers the accurate, raw-data tabulation of all facts exactly
as gathered!
Let us give you full facts about the many reasons why Pulse has be-
come the service with the most subscribers — and 1955 is our biggest
year yet for renewals, new subscriptions, and reinstatements. Write
— or better still, phone
Daytime 19 September 1955
This month throughout the U.S., 150,000 homes are
being interviewed for next month's "U.S. Pulse TV"
AND URBAN COVERAGE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
SUNDAY
MO N DAY
1
DCSS 10-10*15
ilu.lcrHil C&K
IBNT ift'in I
BrUtl-Hm.Y&fl
!«K
Dint Otnt
PftO: BBAT
16Ch L
'/, hr SI. 600
>
BitMtagr
Ctin Antell
tu. ID mil
NY iJ
TV
TUESDAY
COMPARAGRAPH OF NETWORK PROGRAMS
WEDNESDAY I THURSDAY
Daytime 19 Sept
FRIDAY
ember 1955
SATURDAY
II r t»- y\i.i i f. _ „
' w II miihi inn i n vim — tt I II- I I II I
to Sale!
'PARTY LINE — with Tommy
Reynolds. 12:00-12:30 PM Mon-
Fri. South Texas' most popular
emcee-salesman in San Antonio's
oldest and most successful women's
audience participation show.
*MY LITTLE MARGIE — Gale Storm
1:00-1:30 PM Mon-Fri. One of network
television's top hit shows now making
a daily appearance on Channel
A powerful Daytime Sales Vehi
*MYSTERY THEATER — presenting
"The Falcon" 10:45-11:15 PM Mon-
Fri. "The Falcon", First Run for
this market, kicks off in San
Antonio the "Mystery Strip"
idea that has proved so
successful in other TV
markets coast to coast!
THESE THREE GREAT SPOT
CARRIERS MAY BE PUR-
CHASED INDIVIDUALLY OR
IN COMBINATION. THEY ARE
PRICED RIGHT! Ask FREE & PETERS
for details.
♦First in 7 of the 8 measured periods where both stations are telecasting!
Telepulse, July, 1955
SEPTEMBER 1955
129
NEGRO RADIO STATIONS (Continued )r»m paw III!)
OKLAHOMA
Ardmore
Lawton
Muskogee
Oklahoma City
Okmulgee
Shawnee
KVSO
KSWO
KBIX
KMUS
KBYE
KHBC
KCFF
I
"2
8
10
2
9
5
PENNSYLVANIA
Beaver Falls WBVP 3
Bethlehem WCPA 1
Chester WDRF 18
Coatesville WCO| 2
Erie WERC K
W|ET 1
WLEU 5
Farrell WFAR 2
Harrisburg WCMB >/2
Johnstown WARD 2
Philadelphia WDAS 90
WHAT 93
WJMJ 7
Pittsburgh WHOD 61
WILY 60
WPIT 3
Scranton WARM Vi
RHODE ISLAND
Newport WADK 3
SOUTH CAROLINA
Aiken WAKN 3
Anderson WAIM 4
WANS 3
Barnwell WBAW 9
Beaufort _ WBEU 7
Bennettsville WBSC 14
'Indlcati LOO Negro piogiamlnj
Bishopville WACS
Camden WACA
Charleston WCSC
WPAL
WTMA
WUSN
Cheraw WCRE
Columbia WCOS
WIS
WMSC
WOIC
Florence WJMX
WOLS
Crccnville WAKE
WESC
Creenwood WCRS
WCSW
Creer WEAB
Newberry WKDK
Orangeburg WDIX
WTND
Rock Hill WRHI
WTYC
Spartanburg W|AN
WORD
Sumter WSSC
Union WBCU
Walterboro WALD
TENNESSEE
Chattanooga WAPO
WDXB
WMFS
Clarksville WJZM
Columbia _ WKRM
Franklin WACC
Callatin WHIN
Jackson WDXI
Johnson City WETB
Knoxville WIVK
WKCN
Lewisburg WJJM
Lexington . WDXL
9
5
1
53
3
50
61/2
9
3
7
77
5
9
6
10
3
10
3
12
6
11
2
9
6
191/2
30
3
6
9
12
91 *
6
2
7
3
21
1
8
10
3
2
Maryville
McMinnville
Memphis
Nashville
Oak Ridge
Abilene
WCAP
WMMT
KWEM
WCBR
WDIA
WHBQ
WHHM
WMPS
WKDA
WLAC
WSOK
WATO
TEXAS
KRBC
KWKC
Athens
KBUD
Atlanta
KALT
Austin
KTXN
Bay City _
KIOX
Baytown
KREL
Beaumont
KJET
KRIC
KTRM
Bi ( villi
KIBL
Brenham
KWHI
College Station
WTAW
Conroe
KMCO
5
2
28
84*
140'
18
22
Vi
3
38
8-1
1
Houston
Huntsville
Longview
Lufkin
Marlin
Marshall
Midland
Mount Pleasant
Nagadoches
Orange
Palestine
Pasadena
Rosenberg
San Antonio
Corpus Christi
Corsicana
Crockett
Dallas
KCOH
100
KNUZ
12
KPRC
6
KYOK
42
KSAM
6
KLTI
6
KTRE
2
KMLW
3
KMHT
6
KJBC
7
KIMP
3
KSFA
V?
KOCT
5
KNET
h
KLVL
21
KFRD
0
KCOR
9
KMAC
12
KWED
2
KEVA
2
KRRV
Vt
KANN
1
KXOX
1
KTEM
5
KTER
3
KTFS
2
KTLW
30
KCKB
V?
KTBB
6
KVOU
3
Danville WDVAl
Farmville WFLO |
Front Royal WFTR
Hopewell WHAP
Norfolk WlOw
WRAP
Orange WJMA '
Radford WRAO
Richmond WANT |
WLEE
WRNL
WXCI
Roanoke WROV I
South Boston WHLF
Wytheville WYVE
WASHINGTON
Kirkland KNBX
Seattle KING
KTW
Tacoma KTAC
Denison
El Campo KULP
Fort Worth KCNC
KNOK
Freeport KBRZ
Galveston KCBC
Conzales _ KCTI
Creenville _ KCVL
NEGRO RADIO ADVERTISERS include national, regional account!
Adam Hats
Alaza Syrup
Aetna Oil Co.
Atlantic Beer
Atlantic & Pacific Tea Co.
American Ace Coffee
American Bakeries
American Income Insurance
American Snuff Co.
Anacin
Anderson Co.
Apex Hair Dressing
Ballantine
Banker's Life & Causualty Co.
Bavarian Beer
Bayer Aspirin
Real-Kill
Burger Beer
Betsy Ross Bread
BC Headache Remedy
Birdseye Frozen Food*
Bireley's Orange Drink
Black Draught
Black II White Cosmetics
Blue Star Ointment
Bond Bread
Borden's Silver Cow Crram
Breakfast Cheer Coffee
Budweiser
Calumet
Camel Cigarettes
Canada Dry (bottles)
Capitola Flour
Cardui
Carnation Milk
Carter's Little Liver Pills
Castro Convertible
Champagne Velvet Beer
Chicago Metropolitan Mutual Insurance
Chesterfield Cigarettes
Chooz
Coca-Cola
Colonial Bread
Concord Clothes
Contadina Tomato Paste
Continental Baking
Country Club Malt Lager
Creomulsion
Dixie Beer
Dixie Peach
Doan's Pills
Domino Sugar
Donaldson Baking Co.
Dr. Caldwell's Laxative
Dr. Palmer's Skin Success
Dr. Pepper
Dodge-Plymouth (dealers)
Drano
Ebony Magazine
Peter Eckrich Co.
Edelweiss Beer
Ex-Lax
Falls City Beer
Feen-a-Mint
Fashion Hosiery Shops
Fish Lure
Fletcher's Castoria
Florida Power & Light
Ford Dealers (national, local)
Four-Way Cold Tablets
Frigidaire (dealers)
Garrett's Snuff
Gebhardt Chill Hot Dog Sauce
Gotlcfroy's Larieuse Hair Coloring
Gold Medal Flour
Gordon's Potato Chips
Gorton's Fish Products
Grandma's Syrup
Gulf Oil Co. (dealers)
Halo Shampoo
Hardy Shoes
Hensler Beer
Hi-Boy Wine
Holsum Flour
Honey Krust Bread
Hostess Wine
Hudepohl Beer
Hunt Foods
International Harvester Refrigerators
(dealers)
Italian-Swiss Colony Wines
Jell-0
Jewel Shortening
Karo Syrup
Kraft Mayonaise
Kool-Aid
Lanotone
La Royale Wine
Laxtone
Lipton Soup
Lincoln-Mercury (national, local)
Longaid
Luck's Food Products
Meadow Gold Milk
Maine Sardines
Manischewitz Wine
Mary Jane Bread
Medigum
Melody Hill Wine
Merita Bread
Miller's High Life
Mission Bell Wine
Mogen David Wine
Monarch Sewing Machines
Monarch Wines
Monticello Drug Co.
M ore -W ate
Motorola TV (dealers)
Nadinola
National Shoes
National Toilet Co.
Nescafe
N. J. Bell Telephone
Noldes Bread
0. J. Beauty Lotion
Old Gold
Omin Tablets
Ortel Brewing Co.
Pall Mall
Pennington Bread
Pepsi-Cola
Pcpsodent
Perkenson's Corn Meal
Persulan
Pertussin
Pet Milk
Petri Wine
Philip Morris Cigarettes
Lydla Pinkham
Pio Wine
Puffin
Quaker Oats
Quick Starch
Reader's Digest
Ready-To-Bake
Regal Beer
Regent Beer
Rem
Reserve Insurance
Richards Wine
Richbrau Beer
Roman Cleanser Bleach
Royal Crown Hair Dressing
Rubel Baking Co.
Ruppert Beer
Sal Hepatica
Schaeffer Beer
Sthlitz
Schweppes (bottles)
Scott's Emulsion
Sears, Roebuck & Co.
Silvercup Bread
Sinclair Refining Co.
Southern Bread
Southern Dairies
Spiegel Co.
SSS Tonic
Stanback
Sulfur- 8
Sun Oil Co.
Sutton Cosmetics
Swansdown Flour
Sweet Peach Snuff
Snyder's Potato Chips
Tall Boy Soups
Taystee Bread
Tetley Tea
Thorn McAn Shoes
Tip Top Bread
Tops Snuff
Trailways
Tuxedo Club Hair Dressing
U.S. Tobacco
Ward Baking Co.
The*. J. Webb Coffee
Wellco Shoe Corp.
White Lily Flour
Wildroot
Willys Motors (dealers)
Wilson Canned Meat
Windex
Winston Cigarettes
Wise Potato Chips
Wright Root Beer
Wrigley's Gum
666 Tonic
7- Up (bottles)
130
SPONSOR
Rhythm & muea-ivmritr mokhk
i r
9 A
0o°
■•••:•:•:•:•:■:•:
STUDIO & OFFICES— 1355 MARKET ST.
SAN FRANCISCO
MERCHANDISING TOO!
ovie Trailers in Theatres
uri-Cab signs
3. Direct Mail to Retail Trade
4. Point of Purchase promotion
5. Direct contact with trade by personalities
ALL AT NO EXTRA COST!
Richard Bott
Station Manager
Represented Nationally by
Stars National Inc.
ARDY
from New
?n,s SAeir-JACKII FORD
—
IMPORTANT: these outstanding negro personalities on KSAN-TV too!
WIRE, PHONE OR WRITE TODAY FOR combined PACKAGE RATES
SELLING
CHICAGO-
LAND
NEGROES
FOR OVER
A OUARTER
OF A
CENTURY
WJOB..
is still the favorite Chicago-
land Negro Station. WJOB
presents such personalities
as Elaina Kaye whose twice-
daily program reaches more
than 500,000 Negroes in the
Chicago and Calumet area*.
And every WJOB adver-
tiser receives free merchan-
dising and promotion sup-
port to help sell his product
to WJOB's loyal, buying
audience.
WJOB
HAMMOND. INDIANA
l;< pr< si nted by
WILLIAM G. RAMBEAU CO.
*For availabilities ask Joe Fife, WJOB
or your nearest lutmbeau representative.
NEGRO SALES
{Continued from [>age 109)
4. Admen differed in their long-
range viewpoints, and the di\ ision went
right down the middle of the "roup.
One segment felt that Negro Radio
would gradually be assimilated into
the general scheme of radio advertis-
ing as the Negro hecame assimilated
into society. The other group felt just
the opposite. Those elements which
distinguish the Negro — principally his
"social visibility," and all the prej-
udices that surround it — will continue
indefinitely, these admen believed, thus
giving the growing Negro Radio
medium greater importance.
5. All of the admen felt there was
room for improvement of some sort in
Negro Radio, although opinions dif-
fered on the exact direction. In general
the admen felt that the medium still
"lacked maturity" — particularly in
selling to national advertisers and
advertising agencies.
Radio research: \ few stations and
reps were commended by admen for
doing a high-quality job of bringing
the facts of Negro Radio to their
attention. But most admen hit hard
at what they felt was a basic lack of
research knowledge on the subject.
This situation isn't new. In New
York earlier this year the Radio &
Television Executives Society held a
forum on Negro Radio at the Roosevelt
Hotel. Some 75 timebuyers, station
executives and reps attended. Admen
at the meeting voiced a common com-
plaint: "We need more and better
proof of audience, and details of the
audience as a consumer market."
One of the buyers who spoke at the
media session, Madeleine Allison of
the Herschel Z. Deutsch agency, more
recently told sponsor:
"The spot radio buying information
we get from Negro Radio outlets is, in
general, under the level of the industry
average. This makes it particularly
tough to evaluate Negro Radio prop-
erly, since it is a specialized subject.
"We would like to know, for ex-
ample, more details on audience com-
position. Do adults listen to 'rock-'n'-
rolF shows, or is the audience mostly
teen-agers? What are the buying habits
of Negro radio listeners? How do
their brand preferences differ from
those of white families?"
A similar gripe was voiced by Alan
Brown, advertising manager of Phar-
maco, Inc. I Feen-A-Mint, Cbooz, Medi
gum). He stated:
"We don't know the degree to whicl
our advertising in non-Negro medi;
reaches the \egro market. In som.
cases we may need specialized Negr<
Radio. In other markets we just don*
know . The lack of adequate data is i
continuing problem."
This tendency of Negro Radio out
lets to offer minimum rather thai
maximum radio research — ratings
coverage data, market data, branc
data, audience studies, etc. — shapes up
as one of the big stumbling blocks tr
a wider use of Negro Radio by national
admen.
V.p. and Media Director Harold
Dobberteen of New York's Bryan
Houston Agency put it this way:
"Our research shows us that then
are differences in brand p reference-
between Negro and white homes. And
these preferences aren't related simpl)
to price or income status; there's lots
of evidence that Negroes will buv the
best products.
'"But we lack much data from Negro
media — particularly radio stations — to
prove that Negro Radio is really in-
fluential in Negro brand decisions.
Therefore, lacking this data, most of
our accounts view Negro Radio as a
specialized form of 'supplemental
media. They plan their camp.:
around general media. They expand in
general media.
"Negro Radio is used, when it's
used, to intensify the advertising effort
of a general campaign. And. with fe*
exceptions, stations and reps don't
provide us with the kind of research
data needed to change this situation.
Radio preferences: The kind of
program planning at the agency level
that goes into a network television
campaign plays little part in national
advertisers" use of Negro Radio.
As a mid-South Negro outlet with
a higher-than-ordinary amount of na-
tional advertisers on its client list told
sponsor: "Program advertisers at the
national level are virtually unknown
here.'
The situation exists, according to
admen, for two reasons:
1. There is very little program selec-
tion of a multi-market nature offered
them. None of the big program pack-
ages, for instance, are actively in the
Negro program field: most are too
busv with tv, or else haven't the time
to explore Negro program preferences
132
SPONSOR
2. Negro Radio's programing ia
often a l«x;il spot lialtj . changing w i i ri
each market. Strong local personalities
hare developed. \n<l. although it's
more lime and work for an agenc) to
buy such shows market-by-market, ad-
men have learned to cash in mi their
loyal local follow ings.
^,in! I rank Walsh, advertising man-
. r of Chattanooga Medicine < o.
Black-Draught, Cardui, Soltice, \ elvo
( ough S\ rup ' :
"Before embarking on an extensive
ij \' i" Radio, we made a survey
of listening habits. We use - 1 >< .1 an-
nouncements exclusively. We place
them in or adjacent to programs "I
e or religious music, or in programs
■ onducted l>\ popular local person-
alities/1
This is probabl) the most widel)
I formula in Negro Radio buying.
\mong those who l>u\ thus: Carnation,
Lincoln-Mercury, Camels. Maine Sar-
dines. Manischewitz Wines, Budweiser,
Ex-Lax, l>. C. Headache Remedies.
Calumet. Nescafe, Sulfur-8, \< t-()n and
nan) others. Most campaigns are
stead) business.
I here are a few exceptions, however.
/-.bom magazine, for instance, runs a
monthly saturation campaign in two
dozen major Negro markets that begins
-ome three days prior to publication
and continues through the date it hits
the stands. This announcement tech-
nique i> largel) patterned on the highl)
successful campaign run In Life. Pop-
ular local personalities, picked by the
(.rant. Schwenck & Raker agenc) in
( hkago, are used.
\nd. as the base of Negro pro-
graming gets broader, admen are tend-
ing to pinpoint the programs in which
they sopt their live or transcribed
announcements. Food and household
•roduct advertisers, for example, are
ion shopping for Negro homemaking
shows. Automotive and gasoline ad-
\ertisers are buying newscast strips or
news adjacencies. Beer companies are
buying sports or special events. Rut
the step- in this direction, so far, are
tentative as far as the national scene
is concerned.
Most buying is still a matter of
dropping a spot schedule into a show
with the highest local rating, or with
the best track record of results for a
particular class of advertiser.
IdMlN's rips: From some of the ad-
men who are veterans of Negro Radio
19 SEPTEMBER 1955
'
New Orleans (WBOK
Houston (KYOK)
Baton Rouge (WXOKi
Lake Charles (KAOK)
GROUP
1-2-3-4 SOCK!
Use Hie OK GROUP for Sock and Sell!
REACHING 1,250,000 NEGROES!
Along the Gold Coast of the Gulf Coast the one package buy of the
OK GROUP guarantees complete Negro Coverage with star Negro
personalities, all tops in their field on stations thot are first in Negro
Listening in each market area.
FIRST in Negro Listening
#WBOK, the No. I station in Negro audience . . . the leading
independent. Carries more national advertising than 6 other indies
put together. July-August Hooper puts WBOK on top of all
stations except the leading network station. Sock 'em in New
Orleans!
• fe KYOK, the No. I all Negro audience station for 220,000 Negroes
j^ty in Houstcn. July-August Hooper puts it tops in Negro and second
in Over-All audience listening. A 5C00 watt power push to sell
your products in a rich Negro market. Sock em in Houston!
• • WXOK, the No. I Negro audience station in Baton Rouge. Forty-
ILW four percent of the population is Negro. Hottest industrial town
in the South. Rich market for products seeking to capture a grow-
ing area. Sock em in Baton Rouge!
U KAOK, the No. I station for both Negro and the Folk audience
~Jm. in the highest family income city in the state. Fast growing in-
dustrial city that offers increased sales for your product. Sock em
in Lake Charles!
The Big Boys know . . . National Advertisers know about the OK
GROUP and its power to give you the extra added sales in a
segregated market that puts you first. Without the Negro audi-
ence you cannot be dominant in sales in these markets.
Represented by Forjoe and Company for the Louisiana Stations; John E.
Pearson Company for Houston.
Stanley W. Ray, Jr., Vice Pres. & Gen. Mgr., 505 Baronne, New Orleans. 12, La.
133
SEATTLE - TACOMA'S
i Fort Leu is i onl)
Negro Disc Jockey
Bob Summerrise
and
"THE DIAL 850 SHOW"
9 :30 to 12 Midnight
Nightly
KTAG
850 KC
Tacoma, Wash.
Represented by Gill-Peroa
IN ATLANTA . . .
5,000 WATTS
ONLY!
WAOK
1380 KC
Delivers the
RICH -NEGRO" MARKET
Day & Nite
* Top Negro PULSE Station
* Top HOOPER AT ED Station
More facts? Contact FORJOE
Atlanta's "OK" Station
programing came a number of useful
tips concerning the length and type
of Negro air campaigns to use and the
type of commercials to feature.
• Length of campaign: Media Buyer
Allison told SPONSOR: "Negroes are
intensely loyal to their favorite brands,
but this loyalty isn't won overnight.
We've found that it takes a little
longer — about 17 weeks, as against the
usual 13 weeks — to launch a product
with Negro Radio. Some markets are
faster, of course. Los Angeles has given
us quick successes in Negro Radio.
But in Boston — and I have no idea
why — it takes up to three years of
steady Negro Radio for a product to
really catch on."
• Type of campaign: V.p. and Adver-
tising Director Joe Taylor of Ruppert
Brewing feels that the Negro campaigns
should use related media, just as a
general campaign does. "We had a
recent campaign in New York in which
we tied together Negro Radio, news-
papers, outdoor media and store pro-
motions. The results were excellent,
and probably far better than if we had
used each of them on separate
occasions."'
• Type of commercial approach: "I
know that many sponsors have had
good results in Negro Radio by send-
ing out fact sheets and letting Negro
talent ad-lib the commercials," said
Art Harrison, timebuyer at Harry B.
Cohen agency, "but we find that we
got good results with straight, agency-
produced transcribed announcements.
Besides, we have better control over
such tricky things as the exact wording
of product claims in drug and toiletry
copy. I think most advertisers will
find that a good commercial works
just as well in the Negro market."
• • •
COM PARAGRAPH NOTES
{Continued from page 125)
pm; M. \V 11-11:15 am; alt Til 10:15-30
am; Burnett: NBO, Sun 7-7:30 pm; CBS,
Th 3:30 15 pm; Sal 8-9:15 pm
U.S. Steel, BBDO: OBS, alt W 10-11 pm
Vlcks. BHDO: W 5-5:15 pm
Wander Co.. Tathara-Laird: NBC. W 10:15-30 am
Warner- Hudnut, K&E: NBC, alt Sat 10:30-11 pm
Webster-Chicago, ,1\V Shaw: NBC, M 7:30-45 pm
Welch Grape Juice, DCSS: NBC. alt F 5:45-6
pm: ABC, T 5:15-5:30 pm
Wesson Oil. FltzEerald: CBS, Tu 12-12:15 pm
Wistern Union, Albert 1'Kink Guenthar-Law: Th
9 30-10 pm
Westinghnute. MrCann-ErlrkBon: CBS. M in 1! nm
Whelan Drugs. Product. Du Mont, T 9-10 pra
Whirlpool. K&E. NBC. T 8-9 pm
Whitehall Pharm.. Blow-Belm-Tolgo: CBS, S»t
9:30-10 pm; T 7:30-8 pm
Wrigley, RJtR: CBS. Sat 7-7:30 pm
Yardlay, A>«r: CBS F 11-11 15 am
BIRTH OF A SALE
[Continued from \>age 111)
in general media. But you can t o\er-
lcok the rise of Negro media.
HARDSELL: Rise? I'm not so sure.
I seem to remember seeing some fig-
ures from our research boys that cir-
culation of Negro newspapers is slow-
ly falling off.
WATTS: That's true. They still do a
job, but they haven't all kept pace
with the times. I was talking ahout
Negro Radio — the kind of station -
represent. That's another story. Back
in 1940, there were only a half dozen
Negro stations. Today there are more
than 600.
HARDSELL: Completely Negro-pro-
gramed ?
WATTS: No. Some of them are. Mam
are independents with big block-
Negro shows. Others are network
affiliates that have added Negro pro-
graming to hold onto the Negro audi-
ence. That's why I asked you if vou
were reaching Negroes with your gen-
eral advertising. You see, Negro Ra-
dio has put a good-size wedge be-
tween the Negro listener and a lot of
general media. Why, according ti
Pulse. Negro Radio programs have
been getting up to 50% higher in-
home ratings this year as compared
with last.
HARDSELL {lighting his pipe care-
fully): Well, Watts, I can understand
that a Negro might not have a tv set
or might not be reading Life but win
should he want to listen to Negro ra-
dio programs? There's no segrega-
tion on the radio dial.
WATTS: That's true, Mr. Hardsell.
He doesn't hare to listen to Negro Ra-
dio. But he does . . . because he likes.
to do so.
HARDSELL: Why should a Negro en-
joy being appealed to as a Negro?
Isn't that "Jim Crow" advertising.'
WATTS: No. You see, it's part of the
change that's taking place in the na-
tional Negro market. You've got some-
thing like 16 million Negroes in the
countrv today. They represent a boy-
ing power of over $16 billion . . .
their income is increasing more rapid-
lv than white incomes. . .
HARDSELL: I know. 1 know. We've
got a research department, too. And
I've heard all comparisons about the
Negro market representing something
as big as Canada. But Canada is Can-
ada, and Negroes are all around 08.
What's that sot to do with whether
134
SPONSOR
\^yw^>h j£* M &A ^y^f)^i^^^ jV)* M^s^
LIVIN' WITH VIVIAN
3 HOURS DAILY
The Second Largest
Metropolitan
Negro Market
in the
country
W WC A
John E. Pearson Company
19 SEPTEMBER 1955
135
Negroes enjoj listening to a radio
Btation supposedly programed for
Negrcn- ?
WATTS: It - a matter of psychologi-
cal identification.
// IRDSELL {smiling quietly) : You're
getting pretty far out, in left field for
a media salesman, aren't you?
WATTS: I don't think so. There's not
very much that a Negro can find in
the general run of tv and radio shows
to identif) with himself. His special
problems aren't discussed. He doesn't
often hear news that's of special inter-
est to him. And, the more his eco-
nomic status improves, the more he's
anxious to he entertained and in-
formed by Negroes. That's why he
listens to Negro Radio . . . and that's
why Negro Radio has a circulation
larger than the combined circulation
of all Negro magazines and news-
papers. That's why I think you're
missing a good media bet.
// IRDSELL (drawing thoughtfully on
his pipe) : That makes sense, I sup-
pose. Fact is, I never thought of it
quite like that. But what about the
Negro as a consumer market? What
good would it do us to sell our prod-
ucts directly to a Negro audience?
WATTS: That's easy. It would do a
lot of good. Here, take a look at this.
I He takes a set of folders from his
briefcase and gives them to Hardsell.)
These are brand preference studies
conducted by three of our stations in
different markets.
HARDSELL (looking through them) :
Ummmm.
WATTS: They all show the same pat-
tern. Negro families buy the better
brands of almost any household item
— foods, drugs, toiletries, soaps, appli-
ances— whenever they have a choice.
They'll only buy a cheaper brand if
they can't afford anything else. And,
with income rising, their brand buy-
ing is moving up. Besides, since they
don't all have equal privileges and
freedoms with whites, they spend more
time and money proportionately on
things for their homes.
HARDSELL: This is very interesting
stuff (He stops at a page, suddenly
startled) Hey, what's this on tooth-
paste preferences. . .
WATTS: That's right. Whizzo tooth-
paste, your agency's account, is tenth
in Negro brand preferences although
I think it's number tivo nationally.
You'll note that Pep-O-Foam is in first
place.
HARDSELL: Son of a gun! How did
they get there?
WATTS: Well, I think 1 know one
reason. . .
HARDSLLL: I'm due for a meeting
with the Whizzo people downtown
right after lunch. I'd like to tell them
about this.
WATTS: I don't know if you're
aware of it, but Pep-O-Foam has a
fairly heavy schedule running now on
all of the leading Negro Radio outlet:-.
Participations . . . across the board
... in disk jockey shows. In some
markets, they buy spiritual programs.
They seem to like the campaign. We
just got a renewal from them. It's a
premium-price toothpaste, you know
HARDSELL: You don't have to tell
me that. (He glances at his natch*
Look, Watts, I don't want to give yon
the rush. It's just possible that we
may be able to get a couple of client-
interested in what you've been telling
me. Can you leave me some market
dope on your stations, and some idea
of availabilities and pricing.
WATTS: I'll be glad to. (He brings
some more papers from his briefcase^
RING THE BELL AND TELL THE TIME
BUYERS THAT WAUG IS THE STA-
TION THAT FOLLOWS THE SUN IN
AUGUSTA, GA.
WAUG helps to keep cash registers ringing
in every Augusta Retail Oudet.
WAUG is the preferred station for 35,000
Negro Radio Homes in Richmond County,
Georgia, and Aiken County, S.C.
WAUG is the third station in Augusta between
6 AM-Noon; Second between Noon and 6 PM
.... This is proof of its performance.
These are
fhe salesmen
responsible for
your products
sales in
Augusta.
WAYMAN WHITE
AUGUSTA. GEORGIA
National Rep.
Joe Wootton, Interstate-United Newspapers. Ine.. N.Y.C.
Southeastern Rep.
Clarke Brown Co., Atlanta-Dallas-Houston-New Orleans
MAL COOK
136
SPONSOR
"i uii'll find a lot ol « li.ti \ on tvanl
right there.
// IRDSELL: I'll probabl) have to
preaenl tin- a- a supplementary cam-
paign. You know, tin- "specialty"
pproa< h.
// tTTS: I understand. Wert- used to
iliai. We let re-ults change peoples1
iiiiml-.
// IRDSELL: It- hard 1 II radio
today, W.111-. Our clients wil proba-
!.|\ uani a nice package price if they
buj an) appreciable amount.
II II I v \\ e're used to thai. too. Hut
I'm -mi- we «an get together.
// IRDSELL: I'll tr) pitching this
down the well with our people and
MB what kind id a splash ii makes. II
it look- good, maybe we'll all go to
'he altar together.
J( /'/ TS: Good. Til look forward to
I .\u ing from you. I'll !><■ in touch
h itli \ our secretary .
HARDSELL: Right. {Then, as II atts'
hand touches the dooi i Oh, \\ atts . . .
let's have lunch sometime.
CI RTAIN **•
NEGRO RESULTS
■'tinned from page 115)
merchandise" for the organization.
Ebony 1 WLIB, New York) Through
a combination of pouplar-appeal pro-
graming and smart public service, this
Ne« ^ ork independent outlet now
claims a "higher listening ratio among
New 1 ork-area Negro families than
that achieved by an) other indepen-
dent station or network affiliate."
\s a meaningful advertising suc-
• ess. Manager Harrv Novik pointed to
the use of his station to promote the
top Negro magazine, Ebony. Stated
No* ik:
"One ol the outstanding success
stories in Negro Radio during 1955
lias been the use of the medium for
the first time in histor\ In the Negro
publishing industry. Station WLIB was
-elected a- the exclusive New York out-
let to carry a monthb saturation cam-
paign on behalf of the Johnson Pub-
lishing Co.'s Ebonx.
" I he campaign, conducted in 23
other urban communities having large
V ^ro populations, ha? resulted in a
|great up-swing in Ebony's circulation
tiaure- during the past 12 months.
&Mm4
First in Nl GRO PROGR Wl\ll\(.
WPAL, in 1948, pioneered in bringing
to South Carolina its first negro pro
imsl
First . . in NEGRO PI R.SON \l I I ll S
Bob Nichols and Emmetl Lampkin —
known throughout the Southeast —
were tin- Inst in tlu- State . . . and are
still. I>\ 1. 11. the best!
First . . in V.UDI1 \< I \( ( 1 I' I \\( I
F01 %even years the negro audience
(comprising 50' , ol the population ol
oiu coverage area) has accepted
WPAL ol Charleston as being synony-
mous with quality negro entertain-
ment 1 information.
WPAL has succeeded in bringing to the Coastal Carolina negro pro-
grams of a higher level — always in good taste -always timely — always
first!
Our audience, ol 250,000 people, realizes this . . ami shows theii ap-
preciation 1>\ buying the products we advertise.
Place youi next schedule on w-PAL f<<> quick results!
Quietly, without fanfare, over the years w-PAL has assumed — and will
continue to hold — leadership in negro radio, dominance in molding
their buying habits.
w-PAL
of Cliarlcsto?i
South Carolina
! rjoe & Company
19 SEPTEMBER 1955
137
FT. WORTH-
DALLAS
formerly KWBC
HOUSTON
. 7
U order
delivers
the Negro
Population
of the
Souths
Largest Markets
...cuts cost too!
negro radio
GillPerna, Inc., Nat'l Representatives
Lee F. O'Connell, West Coast
Publisher John Johnson is considering
a similar weekly campaign on Negro
Radio outlets on behalf of its pocket-
size picture magazine. Jet."
Regional Fair | WAOK, Atlanta) :
Last fall, WAOK sponsored the first
day of the Southeastern Fair at Lake-
wood Park in Atlanta. Over 50,000
people attended the big regional fair,
as compared with 8.000 the previous
year. Reported the Negro-slanted out-
let: "It was the largest and most suc-
cessful day of the entire 10 days of
the Southeast's largest agricultural and
industrial fair."
With the 1955 Fair a few days off,
WAOK has already been asked to
sponsor two of the 10 days of the fair.
As part of the salute, WAOK will tie
in with the world's largest Negro uni-
versity center, composed of six Atlanta
colleges.
WAOK will produce two grandstand
shows each day headlined by The Ink
Spots, as well as the second South-
eastern Gospel Singing Contest. Thou-
sands of dollars in door prizes will be
given away, including a new auto.
Wine iWHOD, Pittsburgh): Negroes
are particularly good customers for
wines, as many advertisers — from
Roma to Manischewitz — have learned.
Two years ago, the Pio Wine Co.
brought out a new product labeled
"Hi-Boy" in Port, Sherry and Musca-
tel varieties — the three most popular
in Negro areas. District Sales Man-
ager Eugene Pio decided to concen-
trate the campaign in Negro Radi.
and purchased a 15-minute daiK
ment of the Mary Dee Show. \\ eekl)
cost: SI 75.
Since that time. Hi-Boy has become
the number-one wine seller in 87'
the liquor stores in Negro neighbor-
hoods. The original contract on the
Mary Dee Show has been renewed
consecutively, and it is the only con-
sistent advertising the firm uses.
Bread (WCIN, Cincinnati ) : With a
new product. Soft Bread, due to 1»
launched in the Negro market, Pen-
nington Baking Co., one of Oh
largest, selected WCIN as the firm-
exclusive advertising medium. Man-
ager Ralph Johnson told sponsor:
NEW YORK AND NEW JERSEY'S NEGRO STATION
JOCKO MAXWELL
RUDY RUTHERFORD
HUNTER HANCOCK
DANNY STILES
WNJR
NEWARK
AMERICA'S GREATEST RHYTHM AHD BLUES STATION
138
SPONSOR
• I he bakery, through Keelor-Stitea
, - r ) • \. signed a 1 3- week contract Eoi
total expenditure ol ovei I I.immi call-
d for a weekly schedule of -i\ 15-
linute programs supplemented bj 20
[iot announcements.
"In conjunction \\h\\ ihi- schedule,
| ( |\ , ondm ted .1 1 ontesl 1 "I I ik<-
oft Bread because. . ."). The w inner
i« to receive an all-expense-paid
oak's vacation foi two al the Lord
,il\rit Hotel, Miami, and .1 check for
240 foi spending money. Hie bakery
bo furnished a $50 Savin-- Bond to
■ ei from w liu-i store the w in-
nii\ blank from one oi >(l|>
1. .ml- was obtained.
" \i the close <>l tin- campaign, the
ili- and popularit) <>t Soft Bread grew
erond all expectations ol tin- bakery.
hm 15,000 contest entries were re-
etved. Oi thes 15,000 enti ies received,
wi JO', were from white people
roving that Negro-appeal radio not
iK reaches Negroes but also the
liite market. The bakery, in fact,
i\i- .1 comparable prize to the winning
hit.- couple. \ud. since the campaign,
te bakery has distributed the product
1 ail sections ol Metropolitan Cin
WO PA
presents the
most diversified
NEGRO
I'rngram Schedule
in
( hit ago area
8 IKH'RS DMI.i
7 DISC JOCKEYS
BIG BILL HILL'S SHOPPING BAG
D \ 1 1. Y— 8:30-70:00 a.m.
McKIE FITZHI (ill Varietj Show
DAILV 2:00-4:00 p.m.
McKIE's M.l.-MTI. HOI ND1 P
WDN1GHT- 1:00 a.m.
WO PA
1490 k( .
Oak Park: HI.
Egmont Sonderling. Genl. Mat
Represented by |oe Wootton
Interstate United Newspaper
cinnatJ aa well ,i- in all cities in the
three-slate area Pennington serves."
Hair treating (WNJR, Newark):
Mi re than a year ago, the \\«\ Hail
Products ' 0. began a Bpol advertising
campaign on \\ Nil! to reach Negroes
ii; New "S < » i k ami Ni-u Jersey. \|i< \
llaii I'iimIih 1- li.nl been sold in the
area, but nevei with radio backing.
I hrough ii- agent j . Philadelphia's
Roily and Reynolds, \pe\ used a
schedule of participations in top-rated
ili-k jocke) Bhows. \\ N.IK merchan-
dised the produt 1 to all di n;.- oudeU
in ii- listening area h ith mailing pi<
and personal calls.
\. 1 ording t" \|><\. the results ran
". onsiderahly ahead oi last
sales.' \ ii< I. the radio • ampaign 1 »
nallj -' heduled f"i a I 1-week trial, it
row well into its set ond year. I he
1 mm J budget "ii \\ N II! only N<
1 idio station used is about 16,500.
Department wore (WEBB, Balti-
more): William Labovitz, owner "f
the 50-year-old Labovitz Department
70% INCREASE
in Negro listenership
•Pulse, Max. 1955
Gives \\ (. I! II advertisers a large and loyal audience. Mil- ^reat
W C R R audience tied in with the Largest and Most \<ti\<- Ml. I!
(II VNDISING and PROMOTIONS Staff in Memphis Radio results
in greater-than-ever Sales for your product in the MEMPHIS
\kgro markkt.
To sell MEMPHIS . . .
xou need the NEGRO M \KkKT.
WCIilJ is the only Memphis Station
programming to the NEGR( ) in the Tri-State an-a exclusively
■X-
1000
watts
WCBR
im
Memphis, Tennessee
For Additional Information
contact W. M. H. "Bill" Smith, Gen. Mgr.
"From Beale Street . . where Handy wrote the blues
19 SEPTEMBER 1955
139
With 79.6% of NEGRO audience - 58.3
of TOTAL audience — 7 day avers
(O'Connor). MISSISSIPPI'S ONLY NEGR
STATION. TOP personnel — TOP progroi
ming — TOP merchandising — does it! Call
JOE McGILlVRA for the WOKJ story.
Store, uses no newspaper or direct ad-
vertising, and puts about 999? oi his
ad budget into Negro Radio. In the
past four years, since using Negro-
slanted air campaigns, Labovitz vol-
lime annually has jumped from $250,-
000 to well over $1 million.
\\ hen WEBB, a newcomer to the
ranks of Negro stations, was con-
ceived, Labovitz was the first account
to sign with the new station. After a
few weeks, since the store keeps close
track of what brings customers into
the store, the firm tripled its budget.
In the five months that they have been
on WEBB, reports Morton Levinstein
1 account executive of the firm's ad
agenc) I . Labovitz has increased sales
35$ over the same period in 1954.
The copy technique on the air is
simple but effective. Specific sales fea-
tures are pushed to encourage imme-
diate action. However, the selling is
never done in a high-pressure manner.
Announcers are coached to speak
"quietly and with sincerely," the ad
agency I Applestein, Levinstein and
Golnick) states. A "personality crea-
tion*' job has been done on the owner.
so that customers come in and ask for
"My friend William."
The campaign strategy is equally
basic. Labovitz is not a seasonal ad-
vertiser, but is in Negro Radio on a
year-round basis.
Hospitalization I WOKJ, Jackson):
This Mississippi market has the high-
est Negro percentage — 45% — for a
city of the same size or larger in the
U. S. By specializing in the Negro
audience. WOKJ has won for itself a
large share of Negro listening. In
many cases this has proved to be a
sales bonanza for WOKJ advertisers,
national and local.
One example cited by Uler Gilbert,
station manager:
"Most notable among national ad-
vertisers having success on WOKJ is
Banker's Life and Casualty Co. of Chi-
cago, and its White Cross hospitali-
zation plan. The objective of the cam-
paign is to secure 'leads" for its
salesmen.
"The account came to WOKJ last
December with a budget for five-min-
ute programs, Mondav through Fri-
day. Monthly spending ran around
$220. Since that time, we have got
the account over 400 direct leads from
a total of some SI. 600 spent in adver-
tising.
80%
NEGRO
attdiettee
58%
TOTAL
sis
cutcUence ch
JACKSON
MISSISSIPPI
'(LATEST O'CONNOR)
d Ut film
1000WATTS JACKSON
140
SPONSOR
I lii- figure, according to the corn-
ton] . i- greater than anj ol the othei
.i.liu stations' in ili<- < it\ . \nil. accord-
qb i,, tlirii managei in oui city,
\l)kj- results have been better,
oUar-for-dollar, than those ol t\ . \-
reeult, the client anticipates spend-
mm an even larger budget on WOKJ
n the coming year."
tmmma (WILY, Pittsburgh) : Late last
II. Park Builders, one of the biggest
mine building companies in the Pitts-
>axgh area, constructed it- first all-
fcgro housing development. \l hr-t.
newspapers were used, but in five
months <>nl\ -i\ uf tin- I .") houses were
Bold. I he fn in d(t idea i" ii \ Ni
Radio, and selected \\ II X
The campaign i onsisted "I I -' half-
minute announcements pei da) in two
separate campaigns, each campaign
lasting Eoui days. Ine cost: .il>i>ut
- I ',i ►.
I his n .1- the result : Se\ en "I the
remaining nine houses were Bold in
one day, and the last tw<> houses less
than a week later. The houses cost
$12,400 each, or a total ol $1 I 1,600.
I his pi oved t" be an advei tising ex-
te Ttl&T/
Latest Pulse says WMRY leads all
stations in Negro homes forty-three quarter hours
out of forty-eight.
We definitely say that WMRY is first
in the hearts and first in listening in Negro homes
in New Orleans.
We might say, as others hare, that we
are first in national, regional and local business.
Frankly, we think we are, but we're too doggone
busy building better programs to sell more mer-
chandise, and servicing our many valued adver-
tisers, to monitor other stations making these
claims.
-ffie Sepia Station
Represented Nationally by
CILL-PERNA, INC.
Mort Silverman. General Manager
itense "l less than one-half >>f lyi <>f
total sales revenue about a third <>f
uli.it tin- average real estate fii m i ""
sidei - i- g I advertising.
In turn, this < ampaign brought other
teal estate firms t'> WILY. I !■- -
pi omptl) met m ith similai -
again with advertising expenses less
than I' . of tli-- i"t.d -al<-.
n<><i,,<-ri,,,n»nih \\|)|\. Mem-
phis I : \utu dealei - have been among
Negro Radio's biggest boosters, and
h itli good reason. Reported \\ 1)1 \
Managei Berl I ei guson, '>n>- of the
most -ii' ( • — tut broad< astei - in the
Negro-appeal field :
"' I he John \\ ellford Co. is one "I
the Memphis ai ea - leading Dod
Plymouth dealers. Vftei working man)
months on them and getting nowhere,
we finall) took the approach >>f: '^<ai
wholesale most "I youi used < ars. \-
\ini are trading \er\ high, wh) not
retail these used cars and make a
profit?' '
Prior to the \\l)l\ campaign, the
Wellford firm u-ualU Bold about I11
used cars at retail per month. During
the first month it used \\ Dl \. thi-
increased to <">(> ears and held coii-i-
t< nil) at that figure. Other advertising
The only Negro station in the
8th I .S. Market (Dallas
Ft. Worth) knocking on (In-
doors of over 3L5,000t
Negroes daily— 95,803
Negro radio home with
the top j>ii 1 -t* ratings.
1 1950 Census figures.
\3r
Ft. Worth Studios
3601 Kimbo Road
P.O. Boi 71 16
Dallas Studios
2635 Forest Ave.
P.O. Box 534
19 SEPTEMBER 1955
141
had not been changed meanwhile.
Earl\ this year, as .1 t<-t. Wellford
canceled \\ 1)1 \ and put the campaign
into spol television. The new car busi-
ness did not increase, and used car
sales fell ofT to about the average 40-
per-month level before using WDIA.
Added adman Ferguson: "Needless
1 1 say, he got off tv and came back
to \\ Dl \ with continued success."
Copy for the spot announcements is
created by the station's own copy staff.
>f<ii/"»iiuti.v<> 1 \\ |) \s. Philadelphia) :
\\ hen properly promoted and merchan-
dised, Negro-appeal radio can spell a
quick success for a quality food prod-
uct. Mrs. Schlorer's Mayonnaise, a re-
gional advertiser, recently bought a 16-
week schedule of participations in
three of the top-rated WDAS pro-
grams, including a homemaker show.
In turn. WDAS arranged for prod-
uct displays in grocery stores that form
the station's group of 100 "Spotlite
Stores." These retail outlets are under
contract to the station to provide guar-
anteed merchandising; in return they
receive name plugs in a regular hour-
long show on the stat on.
200,000 NEGROES ABSORB National
and Regional advertising messages daily
from such accounts as these listed below
on WRMA, MONTGOMERY, ALABAMA
The Only Negro Radio Outlet in Central Alabama
Alaga Syrup
B.C. Headache
Black Draught
Blue Magic Hair Dressing
Camel Cigarettes
Carters Liver Pills
Carnation Milk
Sulphur 8
Tenderleaf Tea
Vaseline
Wrigley Cum
Zeigler Sausage
Domino Sugar
Carrett Snuff
Nadinola
Palmer's Skin Success
Judd Sparling,
Commercial Manager
Represented Nationally by
Joseph Hershey McGillvra
J he original campaign called fr-
eight spot announcements per week
At the close of the drive, the client re
newed — and stepped up the schedule t<
21 announcements weekly. Since, ii
the food field, advertising budgets an
closely linked to expected sales, th<
ratio gives a good indication of th<
success of the campaign for the client
4pple Wne 1 WWCA, Gary) : A sat
uration campaign on this Calumet
area station produced an astonishing
sales jump for Gary Wine & Liquoi
Co., distributors of La Royale win.
In just six months, case sales of L<
Royale Apple Wine leaped upvvan
from 15 per month to over 500.
The campaign that did the trick wa-
a schedule of 30 half-minute announce
ments each week in afternoon and eve
ning shows featuring the station's aii
personality, Vivian Carter. WWCA ad
men created for the client a series oi
catchy singing jingles, and the mer
chandising department arranged foi
point-of-sale displays and promotion
al plugs, later following this up witl
in-store spot checkups:
Total cost of airtime in the six-
month drive was $1,625, including the
merchandising support. * + *
TOPS IN NEGRO AUDIENCE
IS
1
FRESNO'S
ONLY |
RHYTHM & BLUES STATION
KGST
SPECIALIZING IN:
• Rhythm and blues
• Gospel
• Dixie
• Swing
• Hot jazz
• Spirituals
• Results for advertisers
KGST
1000 WATTS
FRESNO. CALIFORNIA
142
SPONSOR
gECRO TRENDS
l ontinued from page 1 13 1
l Prsncisco has increased it- remote
l,n,-. \\ HOD, Pittsburgh has new
i ludio* in the Negro district, as Iki>
.\(iK. Fori Worth-Dallas; WMRP,
lint has gone from 2 ">(• lo ">i)i> watts;
m I \. (ndalusia, Via. and KM>\.
Lirkland-Seatde have gone from 250
, 1,000 watts; W DIX, Orangeburg,
( . ud W I \M. Marion, Ua. are
loving up lo 5,000 watts.
Idvertising facilities: Negro Radio
omes i i all sizes, shapes and price
Vdvertisers can, fur instance,
u\ network or national -put partici-
ation schedules with a single order
n 27o stations of Keystone Mroad-
isting System. Hut the) can also
n\ a low-cosl schedule on \\ IIBI.
i nk. a religious-programed sta-
ion run b\ Jimmy Shearer and Bill
lasi which lias been operating on
undays only for the past A'2 years.
.ml. ju-t about anything in between.
Program trends: \- it was last
ear. the backbone ol Nemo Radio is
till the platter-spinning personality
ii local stations, although d.j. shows
•"** ,41* <°*"
X i^fe
!•''
!SS*4
&i
VJlTH
?»°!li*i*'*
ssSr -
WLIB
HARLEM RADIO CENTER
NEW YORK 27, N. Y.
now range from "rock *n i "II rh) thm
to gospel and classical music, Bui
new program types are appearing
everywhere homemaking -how-.
newscasts, sports programs, "man-on-
ihi'-i reel interviews, special salutes,
dot umentai ies. In a number of kej
market- -u< h a- New 'imk. Los
Ingeles, Atlanta, Nem Orleans, Pitts-
burgh, Birmingham, Houston, Phila-
delphia Negro listeners often have a
choice of programing on several out-
lets.
• Ixtulio vs. it.: I\ ownership has
made i"i ward strides in thi pasl yeai
in Negro home- .i < ombination ol
bettei incomes i"i Negroes and lowei
pi M <•- foi t\ sets. Imi t\ -till lags
behind radio ownership nationally in
\egro In. mm - \( . ording i" BPONSOB's
-ur\c\. fur which stations drew on
l<.< al studies b) -< hools and i oil
utility i . ■ 1 1 1 1 n 1 1 ie--. ( Ihambers of • lom-
men e, et< .. national t\ sel saturation
in Negro homes is -till onlj around
>.)' - w hili- i adio ow mi ship i- 94'
only slightly less than national radio
ownership figures
tOOO WATTS
Columbia
WOIC
s. c.
Serves Columbia S. C.'s Negro Audience
exclusively !
And 40 per cent of the Columbia Market is Negro
WOIC is the only Negro radio station serving Columbia's
growing mow 519,906 population), ii<h (nearly
5400,000,000 retail sales) market.
WOIC's domination ol 10 per cent ol Columbia's population
assures you a loyal audience unusually receptive to youi
sales message <>n their station. Only through WOK can you
reach 519,000 Negro customers!
NEW OWNERSHIP
1
REPRESENTED BY FORJOE FOR ALL AREAS OF U.S. EXCEPT
SOUTHEAST. IN THE SOUTHEAST DORA CLAYTON
19 SEPTEMBER 1955
143
WJAZ delivers
to a Negro
Market of
250,000
exclusively
w I \X K the only station
in >-iiiilli\w-t Georgia
programing specifically for
the 250,000 Negro market
in and around Albany.
W I \/ covers a 29 county
area of 114,000 radio
homes in Georgia's sixth
market. 48% of the
population is Negro.
\\ I \/. merchandising
augment* il- powerful
advertising influence with
bus cards, direct mail,
posters, displays and screen
promotions.
You will profit by joining
this list of national and
regional accounts on
WJAZ:
Vaseline Hair Tonic
Exlax
Sulphur 8
Italian Swiss Colony Wine
Gulf Oil
SSS Tonic
Royal Crown Hair Dressing
Fletcher's Castoria
Carnation Milk
BC Headache Powder
Anahist
Creomulsion
The James River Stations —
WTJH 1260 kc
(Atlanta) East Point, WMJM
1490 kc Cordele, WACL 570
kc Waycross, Georgia.
WJAZ
Albany,
Georgia
1000 watts 1050 kc
Represented by
I'm! joe v\ I o.
I hose are highlights of the trends
at work in the bus\. hustling Negro
Radio medium.
Now. here is the picture in more de-
tail, based on ileitis (tilled 1>\ sponsor
for advertising men from a great wealth
of data furnished by hundreds of
hroadcasters:
KtM/.vfom* It roadeat sting System:
In recent weeks a much talked-of
development in Negro Radio among
advertising agencies has been the set-
ting-up within the structure of the
KBS "wireless network" of a Negro-
appeal package.
The group of stations included in
this one-hill, one-order, one-invoice
arrangement number 278, at latest
count, of a total of 85(> with KBS
affiliations. They are primarily in
the South, and according to v. p. Noel
Rhys cover 77% of the Negro homes
in the country. Ahout a third of
these stations have affiliations with
other networks. The average station
in the group programs ahout 28 quar-
ter-hours weekly of Negro-slanted pro-
graming.
Rhys, and other Keystone execu-
tives, have already begun to pitch the
KBS operation to major ad agencies,
including BBDO, Y&R, McCann-Erick-
son and others. Pricing is extremely
flexible, since there is no "must buy"
list of any kind. However, a minute
participation via Keystone on the full
278-station list of Negro-beamed out-
lets comes to about $250 on a one-
time basis, less if you buy in quantity.
So far, KBS is offering itself pri-
marily as a broadcast facilities seller.
But Keystone, according to v.p. Rhys,
has plans to package and/or represent
Negro programs designed to be na-
tional vehicles for advertisers. "Al-
ready," he reports, "several packaged
Negro-appeal shows have been offered
to us."
KH'Bft. Oakland: In the nine San
Francisco Bay Area counties covered
by KWBR. the station estimates, on
the basis of Census data, that there are
some 175,000 Negroes earning over
$900,000 each day.
A familiar sight in grocery outlets
in this important marketing area are
the merchandising displays originated
l'\ K\\ 111!. I he station nov guaran-
tees a minimum of 100 personal calls
per week on the retail trade for every
<onsistent advertiser on the station.
Cash In On the
DAILY
Spider
Burks
Spinning
with Spider
George
Logan
"ThtG
Shews"
Playing the ponies is a gamble but
playing the jockies . . . disc jockies
Spider Burks and George "G" Logan
on KXLW ... is a sure thing! Year
after year, day in and day out,
KXLW sets the pace in the race for
the St. Louis colored market. If
you'd like to hold the winning
ticket in the 250,000 St. Louis
Negro market get your bets down
on the Spider and The G now!
1320
on the dial
the St. Lout j Blued Station
ST. LOUIS
represented nationally by
JOHN E. PEARSON CO.
144
SPONSOR
i ing .ulclftl impetus in tin- seU-
done "ii the outlet.
I bus, tin- Btation pitches to admen :
k\\ HI! personall) delivei - youi
i.mt-ol I'lin base matei ial directl) t<>
ie retailer, sees that it i- prominentl)
isplayed, ties it to youi advertising
unpaign, maintains .1 continuous
ul\ surve) <'!i .1 market-by-markel
i^i> i>! consume] a< ceptan< <• ol \ mn
...In. t."
/■«• OK Group: Multi-station broad-
1,1 operations in the Negro Radio
■1,1 .in- no longer ;t iari(\ . One ol
e fastest-moving i- the "()K (irotip"
Ai;i>k. Nm Orleans; \\ XOK, Baton
,uge; K VOK, Lake (hail.-; K i(>k.
ouston 1 .
In {.hi. the ,iin>u|) of stations have
■dt such a hit with listeners that
m\ of the more recent stations to
. into Negro programing have in-
i.ltil "OK" in their call letters: it's
icome a kind of Negro Radio si u-
iture.
President Jules Paglin told SPONSOR:
"I am convinced that the stations
oadcasting to Negroes with Neuro
i-onalities have two responsibilities:
The only station
in the rich
KANSAS CITY
metropolitan
market...
' °°° *ATTS
,990 *c
exclusively
to KANSAS
CITY'S 118,000 )
Negro Market /
KPRS (
KANSAS CITY. MO.
Represented Xationally by
JOSEPH HERSHEYMcGIUVRA,INC.
b SEPTEMBER 1955
I I I to - reate a [ I pei sonalit) and
support him with an intensive adver-
tising campaign bo thai he w ill attra< 1
the greatest numbei ol listeners t" his
program, and. (2) to support the ad
\ei t i-t-i on these programs w ith a 1 om
plete merchandise and promotion plan
that will let the listener know that
this program 1 an be heard on the sta-
tion, and that the personality endors
ing 1 1 « i — 1 lucl has a sincere interesl
in se< in ing the peration oi 1 1 1< -
listenins audience through create]
wit IF, \<,ri»iL: 1 i^ Bn) ra()i0 ,,,,1
let in a i\ market, \< 1 Rad
tions must compete with t\. James
II. Mayes, Jr., manage] oi \\ R M'
< I i -■ usses the problem thusl) :
"\\ e do not program against tele
vision. Although the t\ medium has
taken a largei 'bite from the non-
Bpe< iali/ed iadh. ~t.il i < -i i - . it ha- had
little elfc. i <.ii Negro programinf re
-ult-. I her< i- do e\ idence, ex< epl
l.u oi able, that i\ has made an) - neat-
er impression on the Negro public
than It had made a \ • n I
•
860
KC
•
•
860
KC
•
PITTSBURGH'S
PIONEER NEGRO STATION
MARY DEE
Pittsburgh's
u.il Negro
Pi ogram
Il.itnn; Bat k
to 1948.
7-8:30 A.M. Daily
2-4:30 P.M. Daily
MAL
COODE
Mat (..hkIi Comes
to WHOD from
the "Pittsburgh
■ ." Ameri-
ca's I argot N
\. •» ..paper. He
1'iiscnis Four
Newscasts Daily
with emphasis on
V »s of Spcii.il
tnti
N<
8:00 A.M. 4:15 P.M.
3:00 P.M. 5:00 P.M.
J
WALT
HARPER
Wall Harper is
Pittsburgh's Best
Known Band
Leader His
Knowledge "i
Miimi .irul l'i t
tonal Friendship
m nil the Biggi -i
Names in the
Musii World
gives bis ( liatter
between records
a unique appeal.
4:30-6:00
WALTER
JONES
u HOD
Kdv(
vc I he
benefits of an
Men bandising
and Promotion
iment
headed In
Waller Jones.
make More
calh
up Promotional
d and
Counter Displays.
Courier Women- Page of the Vir 8:30-9 Daily
Toki Schalk Johnson — Women's Kditor of the Pitts-
burgh Courier and Hazel Garland - Associate Edi-
tor of the Courier Magazine.
WHOD
STUDIOS IN THE
PITTSBURGH COURIER
860 kc
Nat'l Rep — FORJOE
145
RADIO STATION ... AM & FM
WHAT
The LEADER I
in the NEGRO MARKET
highest "NON-DIRECTIONAL" tower
Assures Maximum Coverage.
Completely Blanketing
PHILA.'S "DELAWARE VALLEY"
WHAT
1340 A.M.
Highest Rated Programs by Top
Notch Negro Personalities. De-
livers More Per Dollar Than Any
105.3 F.M. Other Station in Philadelphia.
Best Buy in Philadelphia. Represented by Indie Sales, Inc.
FIRST CHOICE
OF SOUTHERN CALIFORNIA'S
300,000 NEGROES
HUNTER HANCOCK'S "HARLEMATINEE
N0.1 IN EVERY SURVEY
?»
KPOR
The POPular station
on the dial
5,000 watts serving 6,000,000 people
K-IPOIP Los Angeles
Represented National!) b\ Broadcast Time Sales • New York • Chicago • San Francisco
"Negro Radio in Norfolk, has .
bilized considerably in recent mon ,,
It is no longer a curiosity, but a v |
factor in the lives of the residents, ;\
in the tactics of the competition 1
non-Negro fields."
WWCA, (iury. ind.: One of the i.
sons for the importance of Ne. )
Radio is the improved role of the -
gro as a member of the nation s skil I
labor force. In many areas, new 1 -
tories, plants and industries invaria
give a shot in the arm to Negro b -
ing power.
A typical story was told by Gai ;
WWCA:
"Approval has been given for
immediate construction of a new F< I
Motor Co. assembly plant in this a i
which will cost 815 million and wh I
will employ 3,500 — a goodly prop
tion of which be Negroes.
"A recent plant expansion bj
Budd Co., makers of auto bodies, u
created approximately 200 new j
opportunities. Budd employs Nej
help, and many will fill these positio
Within the past year a new plant 1
been erected by Taylor Forge & Pi
Works, who also employ Negro lab
A trend has been established in tl
area for the employment of Negr
by firms that formerly did not h
them. Examples of this are: Sea
Roebuck & Co. retail store; Gary >
tional Bank: Northern Indiana Pi
lie Service Co.: Garv-Hobart Wai
Co."
WCBR, Memphis: In many Jar
markets, particularly in the South, b
gro Radio is a competitive med
with two or more stations competi
for radio listeners.
Memphis, for example, now h
two Negro-slanted stations prograi
ing to the sizable (over 40^c) Neg
population in the area. Jack Stewa
program consultant for the newer si
tion. WCBR. told sponsor:
"Last year, you commented on t
fact that WCBR was then the laU
station in the country to make tl
change to that of all-Negro operatio
When that change was made, o
$60.00 INVESTMENT
SOLD $1,500.00 in floor covering
ALL-NEGRO
WSOK
NASHVILLE, TENNESSEE
VIA
146
SPONSC
, inn dropped in all pei i< •»!- to last
^m, ,■ thai time, we have < limbed
fun last place to ;i position where
, were tied foi fourth place in a
IK number of lime periods "I oui
,-t da) . rhis lias been despite
Mftrous fire we had last February
h complete!) gutted om main
idio and record library. Nol one
■ it- of air time was lost. Hiis
,iiit> in our ratings i- especiall)
sable when \(>ii consider the fact
tit Memphis has two i\ stations, four
letwork outlet-, and three indepen-
i un's one of which is a 50,000-
all-Negro operation.
\n interesting note in our pro-
ning is that we counter-program
uibt the other all-Negro station in
Imphis, thus giving the listeners .1
\\ hen we pla) rhythm-and-
ea, ihej pla) religious music, and
raa. This has been the first
in over seven years thai the Negro
ener lias had this kind of choice."
J.fJ, ffolfi/iroorf: Negro Radio
; former- aren't all Negroes b) an)
ana, although most of them are of
t .aiiic race as their listeners.
( tnr of the moal populai Negro ap
peal d.j.'- in the countrj 1- Huntei
I i.ni, r> k. a h 1 1 i t « - |'<i foi mei . w ho hai
often led other I.. \. di-k spinners in
populart) polls.
I he show, aired Monda) -tin ough-
Friday, from c,:(|t| to I 1 :30 p.m., ovei
which Hancock presides, has .1 loyal
following, both on the listener's side
ol the fence and on the advertiser's.
According to Sales Manager M"ll\
Low. 7-V , id his original sponsors are
-till on the -liou aftei more than
three j ears. I lalf of the cm renl spon-
sors represenl renewal business, mam
now in their second or third seasons.
One of the four current advertisers
ha\e increased their original usage.
The Huntei Hancock Show i- Bold
l>\ KGFJ in a flexible format, and i-
offered in lengths ranging from M)
minute- ($52.50 for one timei to i 31 I
Beconds 1 ^7.50) . As a running mate
in the afternoon-. KGFJ now pro-
grams the SUm GaUlard Show, which
is slanted for Spanish-speaking audi-
ence of the Los \n»eles area as well
.1- Negro listeners.
H win . IVete Orleans: \t the na-
tional level. Neero Radio often runs
WMGY
COVERS & SELLS
CENTRAL &
SOUTHERN ALABAMA
with Hillbilly
Seu - Sportt l'<>i>
Rai <■ l'i <•. ramming
Featuring
1 nele Bob Helton"
I '. in of '>
l;. i
9 years 8tnt" Capitol
Elliott 1- ' barlie I
7 year veteran with a h Bowing
Chucks- Atomic 1
WMGY
MONTGOMERY,
II. tli 11/ I
1 li u I bannel 800 k. 1000 watu
Another Independent
Metro-Market Station
Thomas W. Scwcll. Ccn. Mi;r
Rep. Forjoe, Inc . New York City
Dora Clayton, Inc., Atlanta
EASTERN VIRGINIAS ONLY
ALL NEGRO
STATION
BOB KING
DAVE RIDDICK
OLIVER ALLEN
BILL CURTIS
WRAP
NORFOLK
1000 WATTS 850 kc
DAY AND NIGHT
SEPTEMBER 1955
147
42% of Durham is
NEGRO
38% of Eastern North
Carolina is
NEGRO
The Only Possible way to reach
this fabulous Market is through
WSRC
Durham, N. C.
"Only 100% Negro Programmed
station tor IX REAM, RALEIGH
& Eastern North Carolina."
Why not join these Blue Ribbon
accounts that sell this tremendous
market through W SRC.
Chesterfield Cigarettes
L & M Cigarettes
Dulany Frozen Foods
Carter's Liver Pills
Wonder Bread
Esso
Gorton's
Maine Sardines
666
Black Draught
Feen-A-Mint
Chooz
Medigum
Sulfur -8
Palmer's Skinn Success
Nadinola
Puffin Biscuits
& many others
Top NEGRO Personalities of the
South are on
WSRC
Durham, N. C.
For full information on
how we can sell this 200,-
000 market for you call
RAMBEAU
Southeastern-Dora-Clayton
into advertiser resistance because of a
lack of research to prove its sales
points. But some Negro Radio out-
lets are filling at least part of the gap
at local level.
WMRY, for example has a regular
series of "Hostess Surveys" which are
largely studies in the field of Negro
brand preferences. Reported Manager
Mort Silverman:
"WMRY Hostess Studies are done
on a city-wide basis, using a ratio of
one visitation for every 400 homes in
the varous Census plots throughout
the city, thus giving fair coverage to
all areas.
"These studies have been most help-
ful to the station and to advertisers, as
we are able to point out to the adver-
tiser their strength or weakness in the
Negro Market, where in many cases
they have no indication other than
through these studies as to their stand-
ings.
"We also make studies, through the
Hostess, which help us in our pro-
graming. For example, through con-
tinuous surveys of program prefer-
ences, we know which of our person-
alities are moving ahead and which
are losing ground."
WDIA, Memphis: The Tiffany's of
Negro-appeal outlets is undoubtedly
WDIA. Hoving gone up in daytime
power from 250 watts to 50,000 watts
last year (5,000 at night), the station
carries the longest list of national and
regional advertisers of any Negro sta-
tion and has worked its way to the
highest rungs of the ratings ladder.
According to Manager Bert Fer-
guson, the station's coverage area
"now includes an area in the daytime
roughly from Cairo, Illinois to below
Jackson, Mississippi, with a total pop-
ulation of 3,222,955 people of whom
1.237,686 are Negroes— or 38.4% of
the total."
Added Ferguson:
"The vital importance of the Negro
of the Memphis area, this ability of
his to consume impressive quantities
of a great variety of commodities is a
direct reflection of the industrial revo-
lution that the entire South, particu-
larly the Memphis area, has experi-
enced in the last 15 years. The South
is the new industrial frontier and no
one has participated more actively and
profitably than the Negro. As a result,
the Negro of the Memphis and Mid-
WEBB
IS
Baltimore's
NUMBER
NEGRO
STATION
as shown in Pulse Xegro Survey,
May • June • July
covering Metropolitan Baltimore
MUrdock 6-3180
1360 BROADCASTINC CO.
National Representatives:
CILL PERNA, INC.
New York Chicago
TEmpleton 8-4740 75 E. Wacker Drive
New York 21, N. Y. Chicago 1. III.
148
SPONSOR
INCREDIBLE!
■ ■linn
PULSE
K,.r I '• "l every da) . . .
WILY
Pittsburgh
has more
NEGRO
LISTENERS
than all other
j STATIONS
COMBINED!
• in every quarter hour
0 per cent negro programing
one of America's great
irket-.
'livUual Negro earning power
Pittsburgh exceeds that of
ulailelphia. Cincinnati,
w Orleans, Washington, D. C,
lies, Atlanta.
Bcrnlc Howard
f STARS NATIONAL
\"rk
Hm The Story:
:
Phone
PLAZA 8-0535
FOR
WILY
lohn Kluge, pres
Ernie Tanncn, gm
1.000 watts 1080 kilocycles.
South area has greate] income and
greatei securirj than In- baa evei
know ii.
" I hi> Negi o market baa I"-' ome too
important i" bo overlooked oi ignored
.in\ longer in thia da) "I strong i "m-
petition tor the consumer dollai and
the Negro's mone) baa the same gold
en color as anyone's.
Hit>i .1, Hmttgomery, lieu: Gen-
eral Manager Ralph M. Ulg I gave
ilii- interesting view "I the problem
of programing .i Negro-appeal outlet
in a Btrongly-Negro area. Said he:
"Our experience has Bhown that
Negroes like a diversified w hedule
throughout the daj . W e don t stick to
'gut-bucket' blues, jive and religion
all da] long. W HM \ programs just
about everything possible. Granted
that Over 50' I of our programing is
rhythm, blues and religion, \\I!M\
also programs bop, pop, progressive,
semi-pop, semi-classical and classical.
The onlj music we d<> not inn-rain to
our audience is hilllulK and polka
music.
"We also program manj "speech'
shows i this breaks our program pat-
tern as smoothly as possible) and such
as a daily early-morning remote break-
fasl show Featuring a husband-and-
wife combination, an early-morning
Eve-minute news summary, plus an-
other at noon: a daily L5-minute local
church and club announcement period,
a daily 15-minute devotional period,
a daily 15-minute 'letters from the
lovelorn* show: two 15-minute combi-
nation news and sportscasts daily; a
15-minute interview show three times
a week: and twice a week a 15-minute
show featuring local social new-.
"All these programs are used to
break our program pattern from jive
to religion to pop to blues with as
smooth a transition as possible. Some
of our shows of a public service na-
ture are not for sale. Because we
program the same music heard on
other stations too, we realize a tre-
mendous white adult and teen-age au-
dience. But all of our announcers,
and all of our personalities, are Negro.
"We try to incorporate in all of our
programs the old showbusiness theorj :
Give your audience just enough, leav-
ing them wanting more." Allgood con-
cluded.
fl'OfC. Columbia. S.C.: Ocasional-
lv. executives of \ecro Radio stations
THE MOVE
IS TO
KSTL
1000 waii- 690 kc
St. Louis
Mo.
EXCELLING
with
DAVE DIXON
St Louis' top
Negro D. J.
; iPTEMBER 1955
149
WBCO
SELLS
METROPOLITAN
BIRMINGHAM
ALABAMA
Ask Our Reps.
FORJOE & CO.
CLAYTON-COSSE
(Southeast)
TO SHOW YOU
THE JULY 1955
ALL NEGRO "PULSE"
Birmingham's Only All Negro
Station Giving You All Three
1. AUDIENCE
2. PROMOTION
3. MERCHANDISING
WBCO
America's Finest Negro
Radio Station Serving
270,000
Weil-Paid Negroes
In Metropolitan
BIRMINGHAM
Jesse E. Lanier
President
Eugene P. Weil
Sales Manager
find they have to go out and do mis-
sionary work among advertisers, both
national and local. Al Fisher, man-
ager of WOIC, told sponsor:
"Lately, I've found that more and
more advertisers and agencies, even
the higgest, are becoming quite inter-
ested in the potentials of Negro Radio.
They tell me, in turn, that they're very
interested in the buying habits and
brand preferences of .Negro listeners,
and in knowing how to use Negro
Radio properly.
"One thing that nearly always
catches their eye is to find out what
you can buy in Negro Radio with
spot television budgets. Often, you
can buy 10 announcements for the
price of one on tv. For tv prices, they
can saturate the Negro Radio market.
But not too many of them have taken
the trouble to make the comparison."
KA1W, Shreveport: Negro Radio
outlets frequently find that they have
become the local experts on reaching
Negro families, and their advice to
advertisers can become the basis for
an entire campaign.
One such case occured earlier this
year in Shreveport, La. where Negroes
spend nearly 25c out of every pur-
chasing dollar in the metropolitan
area. Garmal Tonic, a local firm,
came to KANV and bought a schedule
of five one-minte announcements per
day. This fall, thanks to the sales re-
sults created in the Negro market, the
firm now distributes its product in
Louisiana, Arkansas and Texas. The
company has grown nearly ten times
in value.
Reports the station:
"The original Garmal copy, as pre-
pared by Kanv, is being used on these
media, and the officers give a major
share of credit to Kanv for the firm's
growth. Needless to say, they are still
one of our good clients."
WWRL, Dletv York: With radio out-
lets stepping up their merchandising
activities, it's only natural that Negro
Radio stations should follow suit.
Said Selvin Donneson, sales manager:
"WWRL has a merchandising crew
that works exclusively for our spon-
sors in Negro and Spanish-Puerto
Rican areas throughout all of New
York. We set up display stands of the
clients' products ourselves; put up
three-color posters in hundreds of
supermarkets and grocerv stores; in-
Let These
LOCAL FAVORITES
Put SELL In Your
Sales Message!
National and Local Sponsors*
Agree:
You Can't Sell the Shreveport
Negro Market Without
KANV
•Names on request
All-Negro Program Personnel
Willie Caston
"Red River Sun-
rise" 7:15 - 7:45
A.M. Mon. - Sat.
Spirituals
Brown E. Moore
Gospel Memories
12:00 - 1:00 P.M.
Mon. - Fri. Reli
gious Music
Hard
le rranear
'"Dr. Jazzmo" 3-5
P.M. Mon. - Fri.
2-4:45 P.M. Sat.
Top Recordings
of Pop and Jazz
From sunrise to sunset, KANV is the
listening habit of the 50,000 Negro fami-
lies in this area who enjoy a better than
average income. (U.S. Census Bureau)
Get your share of this
"above average" Negro mar-
ket by contacting Rep.
nearest you.
REPRESENTED BY:
Dora Clayton, Atlanta, Ga.
Harlan G. Oakes, /.o* Angeles, Calif.
Bob Wittig, I'nited Broadcasting, S . Y.
Richard Eaton, I'nited Broadcasting, Hash.,
D. C,
Managing Dir., Glenn V. Wilson
KANV
SHREVEPORT, LOUISIANA
1050 Kc.
250 Watrs
DAYTIME
150
SPONSOR
WWOK
Charloitr, N. <".
MHO KC.
"Firtl ia \rgrd
Pragtammima"
five star
perfoTTnance
a P|izC
The Rounsaville Bit: "5"
Hi gro Station* Own " \
Million Far-" oi the
Most Responsive
li-t- ning in
Ami
int"ese M*»CXJ\?
itlonta
„ Dor^lof tllCse
WCIN
WMBM
WLOU
WWOK
WQOK
19 SEPTEMBER 1955
151
San Francisco Bay Area
Advertisers Agree
THE BIG
3 GETS
RESULTS
POWER
There is no substitute for power.
Simple statement, isn't it? Yet, when it
comes to reaching the San Francisco Ray
Area's vast and growing Negro com-
munity, it's power that does the trick.
KWBR lias the power-packed "wallop"
that gives a clear, interference-free signal
... a signal that's easy to tune to and
easy to hold . . . wherever the Negro
population is concentrated within the San
Francisco Bay Area. That's why more
Negro people stay tutted to KWBR . . .
PROGRAMING
. . . The experience of two decades of
programming aimed specifically at the San
Francisco Bay Area's Negro community
means that KWBR knows not only what
the Negro audience wants . . . but also
how to present it. KWBR pleases the
most diverse tastes with a balanced diet
of religious, news, women's, sports and
musical programs ... all easily digested
and proven audience-holders. That's why
more Negro people enjoy listening to
KWBR . . .
MERCHANDISING
. . . KWBR merchandises for consistent
advertisers throughout the Negro com-
munity where it counts the most — at the
retail level. KWBR guarantees a mini-
mum of 100 personal calls each week
on the retail trade . . . personally delivers
point-of-purchase material direct to the
retailer . . . conducts a continuous daily
market-by-market survey of consumer ac-
ceptance for your product. Merchandising
by KWBR is tied-in directly to your
KWBR advertising campaign. That's why
your sales message gets double impact on
the Negro audience over KWBR . . .
Advertisers Agree: For Power . . .
For Programing . . . For Merchan-
dising in the Negro Market — BUY
K W B R
The Merchandising Station
1310 on your dial — 1000 watts —
Unlimited
327-22nd Street • Oakland, Calif.
National Representatives: Forjoc & Co.
serl the correct pricing in each store;
speak to the store owner or manager
about carrying the product if not in
stock.
"We get additional display space
for our clients, such as dump displays,
island displays, end-of-counter dis-
plays. We put up shelf tapes in hun-
dreds of stores for our clients, put up
streamers the client may have made
himself, make pantry surveys for cer-
tain types of products such as canned
meats, dentifrices, and other products.
WCSC, Charleston: Not all broad-
casters by any means go along with
the basic premise of Negro-appeal
radio programing.
An interesting view on Negro Radio
was offered to sponsor by John M.
Rivers, president of this CBS Radio
affiliate:
"Your survey of Negro Radio is in-
teresting, inasmuch as it comes at a
time when there is a great deal of dis-
cussion about segregation. Apparently,
in some quarters, Negro Radio is to
be separated, or segregated, from the
rest of radio.
"Charleston, S. C, has a large Negro
population, between 40 and 50/r . Eco-
nomically, the Negroes are an impor-
tant part of our service area.
WCSC is the oldest station in the
coastal area of South Carolina. We
have always had Negro programing,
or Negro talent, as a normal part of
our operation."
KTXiV, Austin: Jn a market that in-
cludes many Negroes and Mexican-
descent residents, KTXN has made a
sizable hit as a station specializing in
reaching these audiences.
Of the station's Negro programing,
Commercial Manager Cal Adams re-
ported:
"We feel that music shows still have
the most appeal for the bulk of the
Negro market. The Bible-and-Blues
formula is unbeatable, and we are tak-
ing full advantage of it as long as it
lasts. However, KTXN believes that
many of the time-worn formats and
promotions used in radio years ago
can be revived in Negro Radio, be-
cause for the first time the Negro gets
a chance to participate.
"We predict that the man-on-the-
street program, for instance, will be
revived successfully in Negro Radio.
Negro-produced soap operas could
win great acceptance in major markets."
• ••
The
word
for tops in
— Negro programing
know-how
— Public service
— Creative selling
and merchandising
— Sales results at low cost
is
WERD
Negro-owned and
operated in Atlanta
J. B. Blayton, Jr., General Manager
Joe Wootton, National Representative
ATTENTION, RADIO
SPONSORS
NOW YOU CAN REACH
THAT BIG RICH
CHICAGO BILLION DOLLAR
NEGRO MARKET
721 500
LATEST FIGURES
"JAM WITH SAM"
The disk jockey show that
is the talk of the town
Mondav Thru Saturday —
9:30P.M.-12:00M.
WGES—'S-OUO Watts —
1390 Kc.
PARTIAL LIST OF SPONSORS
ARMOUR — Carnation — Coca-Cola
Ebony Magazine — Illinois Bell
Telephone — Lucky Strike
Miller High Life
WRITE, WIRE OR PHONE FOR
AVAILABILITIES
SAM EVANS PRODUCTIONS
203 N. Wabash Ave., Chicago. III.
Phone Dearborn 2-0664
152
SPONSOR
FOND DU LAC
SHEBOYGAN
ch.
WISCONSIN
M
to the land oLJfi
WHERE THE B&M TEST SHOWED A 98% INCREASE IN SALES!
HAYDN R. EVANS, Gen. Mgr. Rep. WEED TELEVISION
? SEPTEMBER 1955
153
Yes, 1 buy covers 3 markets when you
focus that one buy on WJAC-TV,
Johnstown! Get complete coverage of
the Johnstown area — and "snap-up"
Pittsburgh and Altoona, too! Latest
Hoopers show WJAC-TV:
FIRST in Johnstown
<a 2-station market)
SECOND in Pittsburgh
(a 3-station market)
FIRST in Altoona
ia 2-station market)
Stay on the bright side of the TV
picture with 1 buy that covers 3 . . .
Ask your KATZ man for full details!
ii aire
Clifford Spiller has been named to the
newly-created post of director of marketing for
General Foods' Maxwell House Division, GFs
largest division. He will be responsible for all
sales and advertising activities for regular
and instant Maxwell House, regular and instant
Sanka, Yuban and Bliss coffees. George White,
ivho had been advertising and merchandising
manager of the division, was named manager of
operations for the division. Spiller's duties
will include supervision of the heavy radio-tv
activities of the Maxwell House coffees.
Robert \Y. Sarnoff, executive vice president
of }>BC, has accepted chairmanship of Advertising
Federation of America's committee for National
Advertising Week. 19-25 February, 1956. Observance
is co-sponsored by AFA, Advertising Association
of the West and I . S. Chamber of Commerce.
First meeting of the committee will be held 23
September in .\ew York City. Foote, Cone &
Belding again serves as task force agency for the
campaign. Roger Pry or. rice president in charge
of radio-tv for FC&B, Xew York, represents the
task force agency on the committee.
Charles R. Hook, Jr., whose resignation as
Deputy Postmaster General was announced by
President Eisenhower early this month, will
assume the post of executive vice president of
Kudner Agency on 1 October. He will also be a
member of the agency's executive committee. A
former vice president in charge of personnel for the
Chesapeake & Ohio Railroad, Hook, who will be
41 on 22 September, served in a number of
government fobs after World War II relating
to manpower and personnel problems.
Jacob A. Evans, vice president and advertising
director of sponsor, joins M cCann-Erickson today
I 19 Septembers as account executive for Bulova
Watch Co. He ivill report to Terence Clyne,
group head over the account and vice president
in charge of radio- tv. Evans joined SPONSOR
last year after eight years with XBC, his last
network post being director of national advertising
and promotion. He is the author of "Selling
and Promoting Radio and Teleiision." At
sponsor he supervised all sales operations.
154
SPONSOR
II
* * «
\w^m^^pmmmm^mMmmm mm ■
ROUTINE
ASSIGNMENT
One of the most spectacular sports accidents of all
time took place on Lake Washington in early August...
the ARB and Pulse ratings for both Seattle
covering the event, August 7. KING-TV sh
and, only KING-TV was on hand to record the
scene, live and by kinescope.
These unretouched kinephotos show the unlimited
hydroplane. Slo-Mo-Shun V, attempting to qualify for
the famous Gold Cup classic. Suddenly, while traveling
at a speed of 160 miles-per-hour. the defending champion
leaped out of the water performing a complete loop.
Landing right side up, she continued on her course
minus its driver, Lou Fageol.
The Pacific Northwest has come to expect such
exclusive coverage from KING-TV. This helps explain
superiority on both surveys of almost four to one.
GOLD CUP, 1955
Average Tele pulse rating for duplicate coverage:
Channel 5, KING-TV— 37.46
Other Seattle Channel— 10.48
Average ARB rating for duplicate co\
Channel 5, KING-1 I 50.19
Other Seattle Channel— 14.75
Channel 5— ABC
100,000 Halts
Ask your BLAIR-TXman
FIRST IN SEATTLE
KING-TV
Otto Brandt. \'ice President and General Manager
£g&*»~
Effective September 28, 1955, KMBC-TV
joins the nation's most dynamic and fastest-
growing television network, the American
Broadcasting Company. For programming de-
tails, consult your Free & Peters Colonel or:
Don Davis, First Vice President
John Schilling, Vice Pres. & Gen. Mgr.
George Higgins, Vice Pres. & Sales Mgr.
Mori Greiner, Director of Television
-7Z, O..L
COMPLETE BROADCASTING
INSTITUTION IN
r\ii Inn on it
WMBG
WCOD
WTVR
-AM
-FM
-TV
First Stations of Virginia
WTVR Blair TV |„e.
WMBG Th° Boiling Co.
ADVERTISERS' INDEX
■
ABC TV Network
AIMS Group
AIR Trails Group
Assoc. Artists
Assi c Press
Broadcast Music
Eastman Kodak
Evans Prod. ..
Filmways ..
Free <V Pet
Keystone
MCA-TV
Mid-i lontinent Group
Xegro Radio OK Group
Negro Radio South
Noemac Stations _
' ifflcial Films
Pulse
RCA Equip.
Rounsaville Stats.
Skyline Group
Sunflower Network
TSI.X
Westinghouse
CKLW, Detroit
KABC-TV, Los Angeles
KAXV. Shreveport
KBIG. Hollywood
KBIS. Bakersfield
KCMO, Kansas City, .Mo
21
86
.104-105
67
95
— 156
— 69
152
_ 61
. 46-47
— 119
— 57
-_ 18
._ 133
_ 138
:.
— 6-7
_ 126
_ 93
— - 151
90
_ 90
_ 96
24-25
... 84
... 16
_ 150
56
Hie
KELO-TV, Sioux Falls . " 102
KENS-TV, San Antonio l ■>•.
KERG, Eugene, Ore. gg
KPAL, Fulton, .Mo. ._ 9?
KFMB-TV, San Diego" li
KGGF, CoflVyville, Kans. gg
KGST, Fresno, Calif. li?
KHOL-TV, Kearney, Xebr gg
KING-TV, Seattle 1 ' ; jgg
KLAC, Los Angeles ' rjp
KLOR, P. rtland, Ore/ 1 ■>
KMBC, Kansas City, Mo i-,r,
KNAK, Salt Lake City
KNOK, Fort Worth
KOIL. Omaha, Nebr.
KOLN-TV, Lincoln, Nebr
Ko\VL, Santa Monica
KPOP, Los Angeles _
KPIX, San Francisco
KPQ, Wenatchee, Wash.
KPRS, Kansas Citv Mo
KRIZ, Phoenix [
KSAN, San Francisco
KSLA, Shreveport, La
KSTL. St. Louis
KTAC, Taccma. Wash.
KTBS-TV. Shreveport
KTRK-TV, Houston
KTSA, San Antonio
KTVH. Hutchinson. Kans.
KTVO. Ottumwa. la
KTVW, Seattle
KUOA, Siloam Springs, Ark
KWBR. Oakland
KXLW. St. Louis
KTTV, Springfield. Mo.
WAOK, Atlanta. Ga.
W.J I. M -TV. Lansing, Mich
W IOB, Hammond, Ind
WKJG-TV, Fort Wayne
WTCRG, Mobil.-. Ala. '
wl ac-tv, Nashville
WL1B, New Vork
WMBG, Richmond, Va
WMGY, Montgomery
WMKV. New Orleans
wxdu-tv. South Bend, tod
WXJR, .Newark, X. J.
WOIC. Columbia, S. C
WOKJ, Jackson, Miss.
WOKT, Milwaukee, Wis
WOPA, Oak Park. 111.
Wi'AL. Charleston, S. C
wi'i:x. Philadelphia
WRAP, Norfolk Va.
WREX-TV, Rockford. ill.
\\ I'.MA, Montgomery, Ala.
WS AC-TV. Wausau, Wis.
WSAZ-TV, Huntington. W. Va
WSI'.-TV. Atlanta. Ga.
WSBT-TV. South Bend. Ind
WSJS, Winston-Salem. X. C
WSM-TV, Nashville
WSOK. Nashville
WSRC, Durham. X. C
WTOP, Washington D 1
WTRF-TV. Wheeling, W Va
WWCA, Gary, Ind
PULSE Prove
Wilkes-Bar.
Penna.
the front-running radio stotio
reaching more than a Quarter Mi
lion radio homes.
WAPI, Birmingham. Ala.
WAUG, Augusta, Ga.
WAVE-TV, Louisville, Ky
WBAY, Green Bav, Wis.
WBCO, Bessemer, Ala.
WBNS, Columbus Ohio
WBRE-TV, Wilkes-Barre
WBTV. Charlotte, X. C
WCAU, Philadelphia .
WCBR, Memphis _
WCCO-TV. Minneapolis
WCHS-TV. Charleston, W. Va
WCUE, Akron. Ohio
WDAS. Philadelphia
WDAY-TV, Fargo, X. D.
WDEF-TV, Chattanooga
WIH A. Memphis
WEBB, Baltimore
WEHT-TV, Henderson, ky.
WEMP, Milwaukee
WERD, Atlanta, Ga.
WFAA-TV, Dallas
WFBC-TV, Greenville. S. C.
WFBM, Indianapolis
WFMY-TV, Creensboro. X c
WGN, Chicago
WGR-TV, Buffalo
WGTO, Haines Citv, Fla. 14-1S
WHAM, Rochester _ 85
avi I \t. Philadelphia _ 146
\YH«>D, Homestead, Pa. 145
WIBW-TV, Topeka 70
WICS-TV. Springfield, 111 fifi
WILK, Wilkes-Barre 156
WILT, Pittsburgh 149
WISH, Indianapolis 17
WITH. Baltimore \yc
WJAC-TV, Johnstown, Pa 154
WJAR-TV, Providence 97
WJAZ, Albany. Ga 144
WJBK-TV, Detroit 23
W.I I IP-TV, Jacksi i.\ ille. Fla 62
156
SPONS0
If it's about TELEVISION,
it's in the FACTBOOK
The
urn
ticSov^
belongs on your desk!
How mam occasions arise when you need
elusive facts or figures about some phase of
the T\ industr) ? This accepted almanac,
now in its eleventh year of publication, lias
what yon want — in a single volume, clearly
indexed, eas> to find.
This is the 21st semi-annual edition of an
encyclopedic 132-p. reference volume that
\ou will find on the desks of leading execu-
tives w herever T\ plays a role in their activi-
ties. Main companies see to it that each
k»\ man has his own copy — so that the facts
A figures are always at their fingertips —
Baving precious executive time.
Listed in the Factbook. anion- some 75 d»-
partments and directories, are all I . S. &
Canadian stations and network- with rate
digests, facilities, personnel; all other I\
stations throughout the world, operating
and projected: list- ol sales representatives;
live cv film program producers; manufac-
turers of TV sets & tubes, transmitters &
studio equipment, tower-, etc.; sel produc-
ion. distribution & inventor) figures; net-
work TV-radio hillings: station- equipped
for color: community antenna systems;
channel allocations — among other features.
I
TELEVISION DIGEST
Wyatt Building, Washington 5, D. C.
Plea
Se sent
copies of the 1955 Fall-Winter
77 Factbook \o. 21 (including 77 Wall Map) at $4 each, to
NAME
FIRM
STREET ADDRESS
CITY
ZONE
STATE
] Remittance enclosed
] Send invoice
PUBLISHED BY
WYATT BUILDING, WASHINGTON 5, D. C
1
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
J
1955
Fall-Winter
Edition
Ready Now
(including new I'i x 29-in.
TV II all Map in Color)
ONLYMR'm
19 SEPTEMBER 1955
157
T7._,x^ T_ rj,-,-,. THE CHRONICLE STATION. CHANNEL 13, P. O. BOX 12, HOUSTON 1, TEXAS — ABC BASIC
XA. J. XV XV " J. V HOUSTON CONSOLIDATED TELEVISION CO., General Mgr., Willard E. Walbridge; Commercial Mgr., Bill Bennett
NATIONAL REPRESENTATIVES: BLAIR-TV, 150 E. 43rd St., New York 17, N. Y.
158
SPONSOR
-I
Pulse rcvists
'not at homes"
Can film be
spontaneous?
Admen demand
quick ratings
Want some
free time?
Spot radio-tv
ignored
Radio set output
outpaces 1954
REPORT TO SPONSORS lor 19 September IMS
(< onf iiiii<-(/ Irmii p<i<;<* 'J)
Pulse has moved to meet criticism of its p' I intei
method by instituting call-back system to reach "not-at-homes . " Re-
searchers have held that lack of call-backs had tended to make Pul
probability sample an "at-home" sample, thus Lnflating ratings. (In
past, when no one was at home, Pulse interviewers would substitute
another home.) Effective this month, Pulse intei , /. I i i make
2 revisits to "not-at-homes" later the same evening. "Not-at-
homes" are expected to be reduced to 5' of sample by winti
-SR-
Question of whether film can have spontaneous quality of live pro-
gram receives acid test 1 October when first Electronicam version of
Jackie Gleason's "The Honeymooners " hits tv air waves. Show is shot
by 3 of Du Mont's Video-film cameras before actual audience with
real, not canned, laughter. Gleason runs show through with hardly
any interruption in 37-40 minutes. This follows Electronicam re-
hearsals without film. Gleason says fluffs will go on air, too.
-SR-
Demand among agencies for fast ratings on tv shows is increasing as
rising costs put pressure on admen for quick evaluations. Telephone
coincidental method, now used by Trendex, is quickest of 4 basic
ways (telephone coincidental, roster recall, diary, electronic meter)
now in common use. ARB, which uses diary, has added telephone co-
incidental service for 6 major western markets — Los Angeles, San
Francisco, Portland, San Diego, Seattle-Tacoma , Denver. Subscribers
are promised ARB ratings "within a matter of hours."
-SR-
Ingenious gimmick to promote radio station was run by rep Richard
O'Connell for XELO, which sends 150,000 watts booming out of Juarez
Mexico (across the border from El Paso). O'Connell advertised his
client over WPAT, Paterson, N. J., (across the river from New York
City). Announcement said first 10 timebuyers who phoned O'Connell
about XELO after hearing message would receive 5 announcements free.
-SR-
Good example of how lack of spot radio-tv figures puts both media in
background is recent "Printers' Ink" story (9 September 1955) on
media expenditures by clients who spend more than SI million annually
in advertising. Media covered were network tv, network radio, maga-
zines, newspapers, supplements, farm papers, business publications.
Spot was not covered, nor was outdoor, direct mail. While PI story
noted that air figures were network billings, Pi's release used terms
"television" and "radio" without qualification. Thus statement in
release that millionaire advertisers as a group spend one-tenth of
ad money in radio compared with one-quarter 5 years ago was mis-
leading. Newspapers, such as New York Times, picked up phrasing
without specifying spot data were not included.
-SR-
Sale of radios as reflected in production by manufacturers continues
to exceed 1954. RETMA 7-month figures for 1955 are 7,777,378, or
46~ above January-July 1954's 5,324,620. Tv manufacturers also upped
production 32~ in first half of 1955, to 7-month total of 4,173,088.
9 SEPTEMBER 1955
159
SPONSOR
SPEAKS_
"Monitor" and radio's future
If the fears of many stations prove
justified and Monitor, as well as other
network sales plans resembling spot
radio, succeed in siphoning off dollars
now going to spot, this is what could
happen :
Powerful radio outlets which cannot
hope to maintain their operating costs
on local business alone may eventually
be forced to continue on virtually a
skeleton-crew basis. Other stations able
to seek local business may nevertheless
have to operate on a trimmed-down,
less-creative standard.
National spot radio revenue (as well
as local revenue) is the foundation on
which the radio medium rests today.
Network affiliates now derive 50% or
more of their income from national
spot with network accounting for 10',
or less.
The meaning of this for the national
advertiser is that it's national spot
which plays the vital part in : ill
paying for adequate professional radio
staffs on the stations he buys; (2)
providing funds for investment in
audience-building local programing:
l 3 I building merchandising and pro-
motion staffs whose efforts add to the
impact of his campaign.
If the national spot revenue on
which the stations depend declines
dangerously, the very foundation of the
radio medium is therefore weakened.
It is for this reason that the national
advertiser who makes profitable use of
the radio medium must eye the plan
for the extension of NBC's Monitor to
weekdays with more than the usual
interest of a buyer observing the in-
ternal activities of a sales-effective
medium. The advertiser may be
witnessing events which will determine
how effective radio will continue to be
for him as an audience-attracting and
selling force.
This is a time in the radio industry
when many of the best minds are deep
in sober analysis. The medium is
literally at a cross-roads with decisions
being pondered which will have in-
fluence for years to come. The net-
works as well as individual stations are
trying to find a sound pattern. It is
sponsor's belief that Monitor as pro-
graming makes a real contribution to
the industry because it represents an
exciting new form of service-and-enter-
tainment. Creative programing experi-
mentation of this and other tvpes is
much needed and should be continued
by the networks as well as stations.
But Monitor as a sales approach is
an entirely different matter.
sponsor's belief, as stated in an
editorial last issue, is that the networks
should find means of operating on a
profitable basis without going into
direct competition with their affiliates
at prices so low that reasonable con
tition is impossible. The problemlj
the networks is an extremely tortujg
one but a solution which hurts |
stations in the long run cannot ■
constructive for the networks or |
medium as a whole.
Reminder No. 4: adman's dilemm
The problem that lack of a te,
vision set count and coverage yardsti
poses for admen has never been betl <
slated than in a letter SPONSOR ii
ceived recently from George Anthon
media director at Stromberger, I
\ene & McKenzie, Los Angeles. Vl
quote from it with no comment b
cause George Anthony's observatioij
so ably bespeak the urgency of tl
industry's need for an official set cour
which SPONSOR has been seeking t
make clear:
". . . Your client is vitally interest!
in a county-by-county tv set cour
that is current and accurate — an
there just ain't no such animal. S
you try to explain . . . you make ex
cuses, you do a few projections am
then you arrive at an educated guesi
for the particular areas that you an
studying. Meanwhile, the client (wbj
is very much aware of the gross
in television I is wondering wha; i-
wrong with the agency or what i>
wrong with the television industry.
"I firmly believe that two factors di
vert money that could be spent in t\
into other media. One is this much
discussed lack of information on ^t
counts and the other is the time-con-
suming aspect of tv buying. . . ."
(For Mr. Anthony's complete letter,
see page 13 this issue.)
Applause
Problem Solved
One of the time-consuming difficul-
ties involved in buying spot radio and
tv has always been the fact that each
representative submits availabilities to
buyers in a different manner. It's a
subject that's been talked about for
years and came up in public most re-
centh when Ruth Jones, P&G buyer at
Compton, told a session of the RTES*
Timebuying and Selling Seminar how
non-standard availabilities forms could
slow down buying (see Timebming
Basics, SPONSOR 11 July 1955). But
as a result of action by the 4A's broad-
cast media committee and a committee
of the Station Representatives Associa-
tion, SRA members have agreed on a
standard form which is now going into
use as old supplies are consumed.
Members of the SRA committee
were: Jack Brook. Free & Peters man-
ager of tv sales, chairman: Larry
Webb. SRA managing director; Tom
Flanagan. SRA consultant. Chairman
of the 4 As broadcast media committee
is BBDO's Frank Silvernail.
This solution to a perennial prob-
lem is just one of the moves contin-
uously underway to make spot an
easier medium to buy. As we see it the
next lug breakthrough will come in the
form of publication of dollar expendi-
tures in spot radio and tv with TvB
almost certain to announce such a
project for spot tv within a month.
160
SPONSOR
■VRERBDITH -RaMe. W letev&out STATIONS
affiliated with|[pllOI' IIOIIIPS illlll liilllll'IIN and Successful Farming magazines
SYRACUSE
w w
ANSAS CITY
K \ K
o \o
RADIO
81 0 kc.
ABC
TV
Channel 5
i CBS
RADIO V TV
'620 kc. \ Channel 8
ABC \ CBS
Ii»mi"id by KATZ AGENCY INC
I
JOHN ILAIB i CO. BIAIS TV. INC
yo
ur formula for S9.I0S
impact
in the
los angeles
market
national advertise
rely on klac
local advertisers
nsist on klac
nielsen reports
prove kl
eadership
during week
September 12
508 announcements
for national sponsors
107 newscasts
for national sponsors
12 sport broadcasts
for national broadcaster A
m. W. hall, president-general manager • felix adams, general sales manager • represented nationally by adam j. young, jr.
'
1
IV" .
. t>
igazine radio and m advertisers use
3 OCTOBER 1955
50< per copy • *% per year
i :<citmg things are happening on
and in the rich market of
Admen don't know their
women, survey finds
OUT SOON: SPOT
TV $ FIGURES
letersburg and Central Virginia
They happen on the basic
I NBC-TV station:
How long can B*
coast uphill after its
26-week rv test?
Radio commercials,
can entertain
show the package?
DON'T BE DECEIVED!
the proof is now available
THERE IS NOTHING FINER
WTVR
R ichmond
Virginia
the South ys First TV Station
100,000 WATTS-1049 FEET-CHANNEL 6
it can Jt even be equaled
ABC and CBS
REPRESENTED NATIONALLY BY BLAIR TV INC.
P.S.— THE PROOF IS IN THE PUDDING—
THE WTVR FALL SCHEDULE IS SOLD SOLID!
FCC split on
uhf question
Fee tv on
FCC shelf?
Stations balk
on "Weekday"
New spot radio
sales pitches
4 million new
tv homes
FCC begins formal consideration of uhf problem today (3 October) al-
ready split on question. Commissioner Robert E. Lee's proposal to
move uhf stations into vhf band was made in face of a previous att
on idea by Commissioner Rosel Hyde. Lee would relax separation re-
quirements for v's to permit dropping in of limited power v*s. He
would also move government services out of vhf portion of spectrum to
allow more room for commercial stations. Hyde is in favor of de-
intermixture so that most markets are either vhf or uhf.
-SR-
While headlines still crackle with fee tv news, fee tv appears stuck
at dead center. FCC is concentrating on vhf -uhf problem; Chairman
McConnaughey made clear agency is in no hurry to come to a decision
on pay video. Meanwhile, 2 opponents in fee tv hassle have agreed on
one thing: American people should have opportunity to decide issue.
RCA Board Chairman David Sarnoff urged that fee tv be made an issue
in 1956 presidential campaign. Zenith Radio's president, scrappy
Commander E. F. McDonald, said he agreed but felt best way for U.S.
public to decide was to give them a chance to see fee tv in operation.
-SR-
While NBC Radio is going ahead with plans to program "Weekday," its
Monday-through-Friday extension of "Monitor," number of large af-
filiates have still not agreed to carry the show. There is a strong
possibility Westinghouse ' s NBC Radio affiliates will not go along.
Problem revolves around low rates which many stations feel will
attract national spot business. Said one important affiliate:
"'Monitor' and 'Weekday' is fine for the small stations who don't
have the money to do a bang-up program job but 50,000 watters with
big overhead can't get along on pennies." Issue may be resolved with
compromise whereby stations will carry only part of "Weekday."
Westinghouse outlets currently carry only small part of "Monitor."
-SR-
While stations and reps are concerned about loss of national spot
radio accounts to spot carriers like "Monitor," they are playing down
complaints that carriers are unfairly priced. Reps are meeting car-
riers head-on with positive sales pitches and evidence that spot can
compete on dollar basis with low-priced network announcements. For
examples of such pitches and story of what's happening in spot carrier
controversy see "Spot radio fights back," page 31.
-SR-
Lack of regular tv circulation study made new ARF-f inanced, Census-
gathered figures on tv households interesting reading to admen. Fig-
ures revealed tv saturation in June was 67.2^-. This compares with
59.4" in May 1954 ARF-Politz study. In terms of homes this means
nearly 4 million new tv households in 13 months. Highlight of new
ARF study is fact it points up essentially urban nature of tv. Tv
saturation is 78. 3^ inside Standard Metropolitan Areas, 55.9=5 in
urban places outside SMA's, 45.9" in rural territory outside SMA's.
SPONSOR Volume • S 0 ■•■ 1955 Published Mnrekly bj SPONSOB l*ubllratlonj. Inc. Executive. Editorial. AdTertisinir. Circulation Off
lork. IT. Printed at :U10 Elm Ave.. Baltimore Ml >n i real • 0 B. $9 elsewhere EnU ! class matter 29 Jan. 1949 at Baltimore postofflce under
REPORT TO SPONSORS for 3 October 1955
Post-tv rise
in B&M sales
British want
straight tv pitch
Crabmeat sales
up 40% with tv
Paper-Mate won't
change strategy
ABC Radio to
revamp daytime
ANA studies
sales promotion
Uses ratings to
promote station
Burnham & Morrill sales in Green Bay test market are up 128% over lasi
year, during second month after end of test tv campaign. Rise is
startling in view of 98% over-all gain during 6 months of tv. (For
recap of B&M's tv test and analysis of current sales, see page 42.)
-SR-
Reports on British tv commercials have emphasized softness of selling.
But need for kid gloves in selling British public may have been
exaggerated. Initial Schwerin tests of 25 British tv commercials (in
such product categories as food, cleansers, medical supplies, house-
hold goods, cosmetics and beverages) indicate that "entertainment-
pitch" tends to be resented by British as a form of "sneaking-in the
commercial." That's observation made by Eric Boden, managing direc-
tor of Schwerin's British offices. Like American viewers, he says,
British prefer straight, honest sell.
-SR-
Dilemma faced by Japanese King Crabmeat: How to sell contents of crab-
meat cans on tv without promoting specific brands? Product found
solution in 13-week daytime tv participation schedules, via Gotham-
Vladimir agency. (See story in detail on page 46.) Andy Vladimir,
agency's young radio-tv plans director, now faces dilemma of his own:
2 weeks ago he won 2 round-trip tickets to Spain at New York
Premium Show. Andy, a bachelor, can't decide whom to take along.
-SR-
"We won't change our advertising strategy as a result of Gillette
buying Paper-Mate," says Dave Kittredge, company's ad manager. "Our
situation is comparable to Toni, which Gillette took over 7 years
ago." (Toni recently switched most of billings from Weiss & Geller
to new agency being formed by Don Nathanson. Toni operates autono-
mously from Gillette whose agency is Maxon. ) Paper-Mate intends to
remain with Foote, Cone & Belding. It's heavy air user with over
$2 million spent in radio-tv.
-SR-
Taking a tip from NBC, and its extension of "Monitor" concept into
weekday, daytime radio, ABC is planning to eventually extend its
5-minute show format at night to before-dark periods. ABC's radical
revamping of its nighttime programing, scheduled to start 24 Octo-
ber, will permit advertisers to buy 5 minutes at any time from 7:30
to 10:00 p.m. Price per segment is $800 with discounts for volume
buying. Each half hour at night will be divided into 5 minutes of
news together with 25-minute programs broken into 5-minute segments.
-SR-
Question of what sales promotion activities (which include various
kinds of radio-tv merchandising tie-ins) should be charged against
ad budget is being studied by ANA. Topic is one of many under survey
as part of ad group's expanded services to members. Expansion in-
cludes new Information Services department, which will be headed up
by Joseph M. Allen, ANA radio-tv director. Allen was recently named
a vice president.
-SR-
Use of ratings by stations for audience promotion may be more com-
mon in future. WNEW, New York, indie, now cites local Nielsens to
tell audience it is tops in certain time periods. Idea came from
Bud Brand, station's publicity director, who resigns 15 October to
set up own PR firm.
(Sponsor Reports continues page 110)
SPONSOR
ERICA'S lO TV MARKET
The WGAL-TV multi-city market area is comprised
of 91 2,950 TV sets owned by 3'/j million people who
have $5V: billion to spend each year. For maximum
sales in a multi-city market, advertise on WGAL-TV.
Representatives:
MEEKER TV, INC.
3 OCTOBER 1955
advertisers use
ARTICLES
DEPARTMENTS
Spttt rutin* I ights back
Reps and stations, while concerned over spot carriers, are now adopting an ag-
gressive sales attitude. An industry storm may be brewing over the carriers
\dmen don't know their women
Special survey of AWRT members for SPONSOR produced many valuable tips
on selling all types of products to women via local radio and television
Critics rap film-tv "offspring"
Loudly heralded mergers between Hollywood and tv haven't been well re-
ceived by the critics. SPONSOR reports a cross-section of views
One down, one to go
TvB and N. C. Rorabaugh will provide quarterly reports on spot tv spending
starting January 1956. Spot radio still remains unmeasured for all practical
purposes, though RAB is currently considering study
31
34
3ft
38
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, Malcolm P. Toy
SPONSOR BACKSTAGE
SPONSOR ASKS
TOP 20 TV FILM SHOWS
TV RESULTS
P. S.
ROUND-UP
FILM CHART
FILM NOTES
AGENCY PROFILE, Terence Clyr.
NEW TV STATIONS
RADIO COMPARAGRAPH
NEWSMAKERS
SPONSOR SPEAKS
Farm radio helps boost insurance sales 275%
MFA sponsors up to 50 daily public service shows on local radio; developed
air media pattern over 10 years and built premium volume from $5 million to
$13 million since 1950. Grass roots approach is basic strategy "*"
Hon- long can B&/M coast uphill after campaign?
Two months after the 26-week test ended, sales were 128% over the same period
last year. Unique marketing background of the firm may keep rate high longer
than usual. Recap of campaign is given 42
Radio commercials, too, can entertain
Standart and O'Hern agency says soft sell on radio can build goodwill and
sales better than "the loud pitch," and entertain listeners as well 44
Japanese Crabmeat takes to tv for 48% boost
Weekly participations on women's cooking shows with demonstrations of crab-
meat recipes upped Japanese Crabmeat sales from 10 to 40% within 14 weeks 46
COM I NC
Timebugers of the C. S.
An up-dated version of the list that was published in three parts in the issues
of I I July, 8 and 22 August will appear in a simpler, self-contained section for
easy reference. Source is John E. Pearson Co., reps 17 Oct.
Radio rescues a bumper prune crop
After a trial of spot radio in 23 cities, the California Prune Advisory Board is
putting $90,000 into a fall spot radio campagn to boost sales 17 Oct.
Editor and President: Norman R. {
Secretary-Treasurer: Elaine Couper tr
Vice President-Genl. Manager
Editorial Director: Miles David
Managing Editor: Alvin M. Hatta'
Senior Editors: Charles Sinclair, Alfre ..
Associate Editor: Evelyn Konrad
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Forer
Editorial Assistant: Morton C. Kafin
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (Western K
Edwin D. Cooper, (Southwest M
H. Giellerup, (Midwest Manager) V
Alpert, (Production Manager) John .
chok, Charles L. Nash, George Beck'
Circulation Department: Evelyn So' >
scription Manager), Emily Cutillo. ■■
Mitchell
Office Manager: Catherine Scott
Readers' Service: Augusta B. Shearm:
Accounting Department: Eva M.
Laura Fazio
Secretary to Publisher: Helen L. Hat I
Published biweekly by SPONSOR PUBLICATIO
combined with TV. Executive. Editorial Clrruiijt^
Advertising Offices' 40 B. 49th St. («U> * ^
New York 17. N. T. Telephone: Ml'rrar '".'.J;
Chicago Office: 1G1 E. Grand Ave. Phone 1^
7-9863. I»s Angeles Office: 6087 Sunset II "
Phone: HOUvwood 4-8089. Dallas Office: 311 •
St. PTione STerling 3591. Printing Office: ■
Ave., Baltimore 11, Md. Subscriptions: Unit'
$* a vear. Canada and foreign $9. Single «
Printed In VS. A. Address all corresponded i
E 49th St New York 17. N Y MJ'rr" HliV
Copyright 1955. SPONSOR PUBLICATION ••
KWKH
SHREVEPORT
HOPS INTO FROGMORE, TOO!
•.' H coverage will make you jump for joy, too — in-
cludes thousands of farms, hundreds of towns
like Frogmore (La.) — within our 80-county
daytime SAMS area.
7 H is the home-town favorite, too. Latest Hoopers
show KWKH leading its nearest "competi-
tor" morning, noon and night — up to 104%'
o«>er-thousand-homes is 46.4% less than that of the
second Shreveport station. The Branham
Company has the facts.
.
WKH
Nearly 2 million peoelo livo within the KWKH any-
time SAMS area (The area Include* additional eountlei
in Teia>. Oklahoma and Ne» Mexico not thown on mm
A Shrevepori Times Stafion
I TEXAS
REVEPORT, LOUISIANA
ARKANSAS
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Watkins
Commercial Manager
CASE HISTORY-FOOD
16% sales increase
from $5000 budget in
Southern California!
Would this make you
happy? It delighted Lynden
Canning Kitchens of Seattle,
who chalked up this gain in
their glass and tin packs of
quality boneless chicken
products.
Time: Summer 1955 over
1954.
TERRITORY: Santa Barbara-Tehachapi, south
to Mexican Border — a lush market of 6'/2
million.
PLAN: A dozen one-minute jingle spots
daily Thursdays and Fridays — April to August.
RADIO: Station KBIG exclusively, covering
all eight Southern California Counties from
Catalina.
OTHER ADVERTISING: Product identifica-
tion strips on backs of Los Angeles busses.
Point-of-purchase mobiles and stock cards.
THEME: "No Bones About It" — this clever
radio musical jingle with tie-in display ma-
terial was created by Rune Goranson Com-
pany, Lynden's advertising agency. Says Mr.
Goranson, "Our 'No Bones' campaign in South-
ern California really has paid off. We have
had an exceptionally fine year and we attrib-
ute a good share of the success to the cov-
erage given us throughout the area by KBIG."
KBIG was a "hot" station for this summer
product because it delivers all Southern Cali-
fornia at lowest cost-per-thousand listeners.
It can be just as hot for you this winter.
fins
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: HOIIywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
1M1JCT
All ri'd Ritter, Compton, New York, is in the
throes of working out 1956 budgets for Standard
Brands, Socony and other agency accounts. This
jail, he notes, spot radio has made a big comeback.
"Slowly, but surely," says he, "some of the old
clients who'd left the medium seem to be returning
to it for its low-cost circulation. In radio it's cumula-
tive audiences that are important. Radio today is
getting a stronger hearing in media proposals than
during the past two years." Al adds that the con-
tinued strength and growth of tv is inevitable, but he
feels that two factors are turning some low-budget
tv advertisers back to radio: (I) tight top avail-
abilities; (2) need for greater selectivity in buying
tv time because of the continuously rising costs.
William M artier, Ted Bates & Co., New York,
has often worried about the relative values of
minute and 20-second announcements. "Right now,
85% of my work is in placing minutes," says Bill,
"because we're dealing with a food product which
requires the time in order to get across the ease of
preparing the food, its nourishment value or possibly
give a brief recipe. Of course, the minute length
confines us to early and late evening or daytime tv.
We feel that a product with a well-known brand
name can usually do as effective a job with 20's or
even I.D.'s, but new products generally require the
longer copy story. The main drauback of I.D.'s
and 20's occurs when stations do multiple-spotting.
Then every advertiser is the loser because the effec-
tiveness of each message is decreased appreciably.''
Ed Kurman, Benton & Bowles, New York,
entered media buying from the analysis group a few
months ago. "I think our analysis group gave me
the best possible background for media buying.''
he says. "We did analyses for various accounts and
used almost all research tools that buyers have access
to continuously. We also had the opportunity to
get acquainted with virtually every account in the
shop. In this group, a trainee gets a broad picture
of advertising such as he never could by specializing
on a particular account from the start. We worked
with all the buyers' source materials, and we also
got insight into all types of accounts. Actually,
trainees going into various departments in the
agency can use this heavy research background.
It's particularly helpful in our media department,
since I buy both print and air media."
SPONSOR
nAomfas (AniU a*& urv^wtnv&j
* W« ouyht fo knoM we have a cuilom
built model Ihol'i an ingineer'l delight.
But in Louisville . . .
WHAS-TV Programming pays off!
"WHAS-TV NEWS"
6:15—6:30 P. M.
Monday through Friday
(Morkel'i only daily newscait
with exclusive local newsreel )
Are you participating?
VICTOR A. SHOIIS, Director
NEIl CLINE. SfofiM Mgr.
Represented Nationally by Harrington,
Righter & Parsons,
Associated with The Courier- Journal
& The Louisville Times
I OCTOBER 1955
BASIC CBS-TV Network
Your Sales Message Deserves
The Impact of Programming of Character
1
^1
1
"»"*.
r
*>'V
I
^
t^\
I
m
1
*
I
>
Ma\be you cm match up these laces, and maybe you
can't. But one thing's sure: you can't match this \\ C HS
Radio team for talent, am where.
I heir unique talents extend into every conceivable
field of entertainment . . . from the theatre to the concert
Stage to the world of sports. And their unique selling efforts
extend to every conceivable audience . . . from parent-
teacher meetings to high school dances to local super-
markets to client sales meetings. Everywhere thev go,
they're selling themselves . . . and selling their advertisers.
As a net result, WCBS Radio consistently places more
programs on the list of Top Ten participating shows than
all the other New York network stations combined.
Unscramble this matched set of nationally-known local
personalities (see answers at right), and put their
matchless talents to work selling your product. Just call
CBS Radio Spot Sales or Henrv Untermeyer at . . .
Y< w York
50,000 watts ■ Number One Station in the Number One Market
GIVE UP? Here, in c, trouble, Is
what they really look like. Put litem all together.
they spell livelier audiences
title
101 HJrucs ICl
C
\
£«.£« MW I0H1 »!»:-
.'<>■ laiifMun
tit
IV
Whether you're selling panties or
peanuts — dog food or dishwashers . . ,
KSDO tells the most people all
about it in San Diego's
billion dollar market.
Measured by the HOOPER yardstick..
KSDO is first in San Diego
. . . delivers the most audience.
May we prove we can sell something
for you in San Diego?
by Bob Foreman
Single approach to all kids is not enough
The first part of this is being scratched out following al
significant event in the life of any family. Some minutes
ago our five-year-old boy was dispatched for his first bout
with the forces of formal education. Events such as this
always cause one to reflect gravely; hence I ruminated on
the big difference when today's youngster approaches >chool,
compared to those of the pre-tv era.
At the age of five, our lad's predecessors, his two sisters a
included, had never seen a full-length motion picture, a
baseball or football game, or experienced the works of
Thorne Smith. In addition, this boy's vocabulary is un-
questionably broader than were those of his sisters, tinged
though it may be with the patois of Dodge City and punc-
tuated with interstellar references.
His understanding of what constitutes fair play, whether
fists or side-arms or the comparative calm of a business
transaction is involved, is certainly a lot sharper than if he
waited for lectures from Daddy.
His experience with aircraft, the mechanism of automo-
biles and other symbols of our times is more vivid and au-
thentic than it would be had he come into contact with these
through the comic book. Or from his mother for that matter.
Whether he is "traumatized" by what he sees before bed
time, as an MD friend of mine infers, I can't say. However,
if the symptom of the trauma is inability to fall asleep, our
new scholar has shown no trouble getting to sleep even
during "The Skin of Our Teeth."
Thus, though it may be discounted as parental puffery.
I think tv has helped to make him smarter in some ways than
he might have been without exposure to it.
But as the target of advertisers this lad is a marked person.
He and millions like him have been exposed to more adver-
tising than yesterday's children three times his age.
Consequently his knowledge of brand names, his ability
to repeat theme lines and reproduce jingles, his cognizance
of product superiorities and his appetite for scores of items,
edible and otherwise, is nothing short of phenomenal. And
typical.
The best advertising techniques which the medium has to
(Please turn to page 70)
10
SPONSOR
fe
on o\xr Qtlx anniversary,
another
u
FIRST
KMTV Chief Engineer, Ray Schroeder, with KMTV's new
RCA color television camera.
The new color facilities of KMTV represent a
tremendous achievement. Out of the 461 television
stations now on the air in the United States,
KMTV becomes the 15th to televise local studio
programs in color . . . and the 42nd station in the
nation to telecast local films, slides and movies
in full color.
TELEVISION CENTER
KMTV, Omaha, starts its 7th year
with the announcement that it is now
equipped to televise local studio shows
and film programs in full color.
With the installation of special color
TV equipment, KMTV now hecomes
the first TV station in its section of the
Middle West to telecast live programs
right from its own studios in full color.
KMTV has been televising color
network programs in full color since
December of 1953, and will carry
a greatly expanded schedule
of color programs this fall.
So whether you want your product advertised in
full color — or in black-and-white — KMTV is
equipped to give you the finest facilities and serv-
ices in Omaha — one of the nation's fastest grow-
ing markets. It's another colorful first for KMTV
and KMTV advertisers — and another reason why
— in Omaha, the place to be — is Channel 3.
CBS-TV
ABC -TV
OMAHA
CHANNEL 3
MAY BROADCASTING CO
Edward Petry tk Co., Inc.
OCTOBER 1955
11
V
\js£±
1 30,428 pieces of mail from only five broadca
That's conclusive proof of the impaci and popularity
of a radio program. For nothing beats listener re-
spouse. WCCO Radio is now counting the greatesl
audience reaction in its .51 -year history reaction to
its new As You Like It Beries. < >n<- feature alone —
the Unscramble-the-Town contest conducted by
Cedric Adams on Tuesday nights has pulled this
astonishing mass of mail. And it's come from every
one of WCCO Radio's 10!) primary counties in four
Northwest states!
Count me in, Cedric
This tremendous response is not only testimony of
the ever-growing vitality of WCCO Radio but also
of the wide appeal of the As You Like It series itself.
It's a Monday-thru-Friday strip of full-hour (7-8
p.m.) variety shows with the Northwest's five out-
standing radio personalities — Cedric Adams, Bob
DeHaven, Clellan Card, Ed Viehman and Gordon
Eaton — taking nightly turns as emcee. It's loaded
with ingredients to help your sales curve rise As You
Like It. And at an amazingly low cost!
Count yourself in by checking with us or CBS
Radio Spot Sales.
Bob !>• I!
Clellan Card
Gordon Eaton
Ed Viehman
WCCO RADIO
Minneapolis-St. Paul
The Northwest's 50, 000 -Watt Giant
KCEN-TV
LJJ_LtL/4t_
100 K.W.
Channel
STILL
Out in
FRONT!
IN THE
BIG. . .
WACO-TEMPLE
CENTRAL TEXAS MARKET
ALL
15
OF THE TOP 15
ONCE
A WEEK SHOWS A
AND
8
OF THE TOP 10
MULTI-
WEEKLY SHOWS A
ARE
ON
KCEN-TV
WACO-TEMPLE TELEPULSE
JUNE • 1955 ^
KCEN-TV rated FIRST in 356 of the 411 Quarter
Hours it was On the Air during the Survey
KCEN-TV
in 213 of the 264
quarter hours it was
on the air prior to 6 P.M.
AFFILIATE
ft
KCEN-TV
in 1 43 of the 1 47
quarter hours it was
on the air after 6 P.M.
YOUR BEST BUY IN THE RICH
FT. WORTH • . OAllAS
WACO-TEMPLE
CENTRAL TEXAS MARKET
KCEN-TV
TEMPLE, TEXAS
General Offices: P. O. Bex 118
National Rep.:
Geo. P. Hollingbery Company
Texas Rep.:
Clyde Melville Co., Dallas
Studios and Transmitter at Eddy, Texas,
Between Temple and Waco
WACO OFFICE:
506-7 Professional Bldg.
TWX: Eddy No. B4B6
t
MADISOK
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
IRON CURTAIN LIFTING
We are announcing today a TvB
program for the release of spot televi-
sion expenditures by advertiser and
product.
Your long crusade to make these
dollar data available is thus rewarded.
You can now revise that portion of |
your editorial platform which reads
i 25 July 1955 sponsor) , "We fight for
regular publication of spot television
and radio advertising expenditures
comparable to figures available for
other major media."
"The Iron Curtain on spot television
S figures" (to quote the heading of
your last article on this subject) is
about to lift.
Oliver Treyz
President
Television Bureau of
Advertising Inc.
14
RADIOS MUSIC
Three cheers for your story, "Does
radio play the wrong music" in a re-
cent issue.
We feel so strongly about it that we
posted the page, magazine and all. iu
our control room for all to see. WNNJ
is a regional station, independent, and
serving a predominantly rural area of
northern New Jersey. So. we feel, more
than ever, that hot, top tunes must be
toned down to hold our audience.
Naturally, we have our pop shows,
but we restrict it to an hour, directed
to teen-agers, from 4:00-5:00 p.m. The
rest of our broadcasting day is spread
over country-western, light classical,
nostalgic tunes: even two hours a day
of serious music — and do we have a
loyal, buying audience!
. . . We try to hold all commercial
spot announcements to 30 seconds —
delivered in an easy friendly manner.
No double-spotting, either. We feel
that our daytime audience will listen
to shorter spots, rather than the usual
one-minute announcements. Slightly
less revenue — but a surer audience.
Yes, we all liked your article, be-
SPONSOR
ure-fire attractions to draw this huge
.ew audience to KSLA's top-notch local
programming
I ON THE AIR I
• hreveport's only experienced televi-
ion staff, with 22 months of telecast-
ng to its credit.
USINESS
iRK-L A
IS GOOD in the rich
TEX MARKET...
^ore people with a higher spendable income!
)ver $203 million in grocery sales, S27 million
1 drug sales, $236 million in automotive sales.
7,390 farms with a gross income of
171,155,000.
KSLA'S
316 KW
Market
Picture
Retail Sales $ 876,193,000
Source: SRDS 1955 Consumer Markets "TELEVISION MAGAZINE
PAUL H. RAYMER COMPANY, INC. National Representatives
N«w York
Son Francisco • Hollywood • Dallas * Chicago
SHREVEPORT,
LOUISIANA
Affiliated with
CBS and ABC
OCTOBER 1955
15
S IN INDIANAPO
S IN INDIANAPO
l :! L ■ ^AAAAl '
*
L-. - . 1
m
POLIS
::\ a ;~aa
.
-
The latest ARB
for Indianapolis shows
the top 10 programs
are on WISH-TV. . .
(19 of the first 25).
See the Boiling Com-
pany for availabilities.
Channel 8
WISH-TV
LIS
CBS
CBS IN INDIAN
CBS IN INDIANA
16
40 E. 49TH
I Continued from page I I I
.-.in-.,- it proved a point we've been
pushing foi a long lime.
'I'm RSTON S. II'M mi S
General \fanagei
II \\l
Newton, 1\. J.
CANADIAN TV
I would like i<> thank you verj much
for \'>ut comprehensive article on
Canadian television. Canadian tv has
•. n so fast with so main stations
coming on the air that it has been al-
ii impossible to grasp an up-to-
date picture of the industry. I know
your article will be of meat service to
nan) advertisers and their agencies.
Stearns R. Ellis
Canadian Station
Representatives, Ltd.
.\cw York
I'U-turt's stritvlu'd
Brute Enderwood, (Jruen
W atch Co. v.p. in charge of ad-
vertising, feels convinced that
BPONSOB readership transcends
Ad Row and reaches most of the
elevator men at 630 Fifth \\e..
where his offices are located.
Mr. Enderwood Mr. Reeves
"Ever since SPONSOR switched
mv picture with that of Rosser
Reeves 'see Agency Profile and
Mr. Sponsor in the 19 September
issue), I've been having a devil
of a time getting them to let me
off at the right floor."
The situation is aggravated, of
course, bv the fact that both Ros-
ser Reeves, chairman of the
board of Ted Bates & Co.. and
Enderwood have offices in the
same building.
Drawled Reeves: "I don't
mind the elevators. That picture
made me look younger than I
have for years."
Latest surveys prove
beyond question WMCT
is dominant first TV
station serving rich Memphis
market area of more than
382,000 TV hOmeS / according to latest v
' \ distributors tigures J
WMCT carries 21* of the
top 30 shows (earning a rating
of 25 or better) . . .first" in
film and children's shows...
first* in top-rated evening shows.
Clearly, your first choice
for Memphis TV is
>
June 21-28 ARB
llAIIUI/'T MEMPHIS
WW Ivl V 1 CHANNEL 5
WMC-WMCF-WMCT
MEMPHIS' first TV station
100,000 WATTS
NBC Basic Affiliate
National Representatives Owned and operated by
The Branham Company THE COMMERCIAL APPEAL
3 OCTOBER 1955
17
SOLD IN 70 CITIES BEFORE
TV EQUIVALENT OF AN ACADEMY AWARD MOTION PI
fc
/
V\
CELEBRATED STARS IN CELEBRA1
DRAMATIC ENTERTAINMENT AT I
fSW
i
bH
OND FILM WAS COMPLETED
ULITZER PRIZE PLAY
>**
«v
I;
^m
w? ■
0 V
IVsUB'di
■
1H^
\fe
8 ha
TELEVISION SIISIDMIY Of COIUMIIA MCTUBIS COB?.
John H. Mitchell
Vice President in charge of sales
3130 Maple Drive, N.E.
Atlanta, Ga.
Exchange 6100
233 West 49th Street
New York 19, N.Y.
Circle 5-5044
230 N. Michigan Ave.
Chicago, III.
Franklin 2-3696
102-108 Peter Street
Toronto, Ontario
Empire 3-4096
4924 Greenville Ave.
Dallas, Texas
Emerson 24 SO
212 Beason Building
Salt Lake City, Utah
Salt Lake City 3-3903
157 Bradley Street
Cleveland, Ohio
Chestnut 7-6736
995 Market St.
San Francisco. Cal.
Douglas 2-1060
I 1 1 I I E E L I N G OF THE PULSE IS:
WHB IS RUNNING AWAY WITH
KANSAS CITY'S RADIO DAY
Every daytime quarter hour,
Monday-Friday, PULSE finds
WHB in first place. So does
Hooper, so it's unanimous.*
* PULSE — July-August Hooper — July-August
PULSE and Hooper have WHB first in every daytime quarter hour.
WHB has more than twice the audience of the second station. (All-day
average Hooper: 44.9%.) Mid-Continent programming, ideas and excite-
ment have achieved this dominance for WHB! The same programming,
ideas and excitement can achieve dominance for you! Run over the Kansas
City situation with the man from Blair, or WHB General Manager George
W. Armstrong.
4^j£
10,000 WATTS, 710 K.C.
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kansas City
Represented by
John Blair & Co.
20
SPONSOR
i\eiv and renew
1 New on Television Networks
SPONSOR
Corp, Chi
\| mium Ltd of On
Prig, Amaru. Iowa
- Home Prod. NY
■4 Boy jr dec div
Antcll. NY
. v. Mfg. NY
> i Nut Packing. Canajohanc. NY
Ze ny
in Co, LA
Choc, NY
Pharmaceutical Products,
unlit. N|
f Columbu, NY
lunt Co. Wilmington. Del
■„ il CnJr. NY
>t it* Brewing. St Louis
•o Motor Co, Ford Div. NY
MfcdMflMtady
x il Mills. Mnnpls
Ot-jl Motors. Chevrolet Div. Dctr
>il Motors Pontile Div. Detr
IF oodrich. Akron
<t« Co. Battle Creek
Uig Co. Battle Creek
j n Co. Crccn Bay. Wise
c Bros. NY, for Lux Liquid &
iso Blue
<0 Carbon Co. NY
•it e Co. White Plains
Q»cr Oats. Chi
it k Stamford
t Paper C», Chester. Pa
To Co. Chi
# on Oil & Snowdrift sis. New
leans
* cm Union. NY
AGENCY
Russcl M. Seeds, Chi
)WT. NY
Maury. Lee & Marshall.
NY
Y&R, NY
Product Services. NY
K&E. NY
Y&R, NY
Erwin-Wasey
Hilton & Riggio. NY
|WT. NY
Ted Bates. NY
BBDO. NY
Y&R. NY
D-F-S, NY
|WT, NY
Y&R, NY
BBD&O, Mnnpls
C.impbcll Ew.ild Dctr
McM. | & A, Bloom-
field Hills
BBD&O. Clevc
Leo Burnett, Chi
Leo Burnett, Chi
Campbcll-Mithun, Mnnpls
JWT, NY
Wm Esty, NY
Bryan Houston, NY
Wherry, Baker & Tildcn
K&E. NY
|WT, NY
Weiss & Celler, Chi
Fitzgerald, New Orleans
Albert Frank Cuenthcr,
Law, NY
STATIONS
ABC
CBS
CBS
73
CBS 57
NBC
50
NBC
NBC
NBC
-82
CBS
143
ABC
ABC
44
CBS
165
ABC
NBC
ABC
CBS
151
CBS-
102
CBS
136
ABC
NBC
118
CBS
136
CBS
121
CBS 71
CBS 50
CBS
CBS
121
CBS
CBS
NBC
84
68
127
CBS 73
CBS 76
CBS
89
ABC
PROGRAM, tima, star*, duration
Life is Worth Living. Th 8-8:30 pm ; 13 Oct
Omnibus; Sun 5-6 30 pm; 9 Oct; 26 wks
Football games; half Sat; 24 Sept
Arthur Codfrcy Time; T 10:30-10:45 am; 30
August; 26 alt wks
Search for Beauty; M W F 10:30-11 am; 12
Oct-9 March
College Football. Sat; 17 Sept; 10 wks
Dr Spock: alt Sun 3-3:30 pm; 9 Oct
The People's Choice; Th 8:30-9 pm; 6 Oct; 6
|an-29 Dec
Bob Crosby Show; co ill T 3:30-3:45 pm; 13
Sept; 52 wks
Super Circus; alt Sun 5-530 pm; 25 Sept;
Medical Horizons, M 9:30-10 pm; 12 Sept
alt W 8-8:30 pm;
T 9:30-10 pm; 13
Arthur Codfrcy & Friends;
28 Sept; 26 alt wks
Du Pont Cavalcade Theatre:
Sept; 52 wks
College Football, Sat; 17 Sept; 10 wks
Football games (\4) °* Chi Bears & Cardinals:
Sun 2 pm; 2 Oct; 11 wks
Ford Star Jubilee; every 4th Sat; 9:30-11 pm;
24 Sept. 10 telecasts
The 20th Century Fox Hour; alt W 10-11 pm ;
5 Oct; 52 wks
Burns & Allen; Alt M 8-8:30 pm; 10 Oct.
6 alt wks
Crossroads; F 8:30-9 pm; 7 Oct
Project 20; Sun 9-10 pm; 13 Nov
M 8-8 30 pm; 2 Jan 1956;
alt W, 8:30-9 pm; 26 alt
Burns & Allen; alt
20 alt wks
Codfrcy & Friends.
wks; 14 Sept
Lassie; alt Suns; 7-7:30 pm: 18 Sept: 26 alt wks
Bob Crosby; alt T 3:30-3:45 am; 20 Sept; 5 alt
Carry Moore; F 10:15-10:30 am; 7 Oct
Arthur Codfrcy & Friends; alt W 8:30-9 pm;
12 Oct, 26 Oct, 9 Nov
Stage Show; Sat 8-8:30 pm; 1 Oct; 52 wks
Sgt Preston of the Yukon; Th 7:30-8 pm; 52 wks
College Football; Sat; 17 Sept; 10 wks; Sept 17-
Dec 3
Omnibus; Sun 5-6:30 pm; 9 Oct; 26 alt wks
Arthur Codfrcy Talent Scouts; alt M 8:30-9
pm; 3 Oct; 19 alt wks
Valient Lady; T 12-12:45 pm; 6 Sept; 52 wks
Down You Co; Th 9:30-10 pm ; 15 Sept
2 Renewed on Television Networks
SPONSOR
» Oil. Balti
•rjil-Myers. NY
Cation Co. LA
Osier. Detr
% Labs. Elkhart. Ind.
T> Ch,
'iey of London. NY
AGENCY
Katz, Balti
Y&R, NY
Erwin Wasey, LA
McCann-Erickson,
NY
Jeoffroy Wade. Chi
Weiss & Celler. Chi
N.W. Aycr, NY
STATIONS
CBS
60
CBS 81
CBS
147
CBS
132
CBS
CBS
CBS
24
76
61
PROGRAM, time, start, duration
Person to Person; alt F; 10:30-11:00 pm ; 9 Sept;
26 alt wks
Alfred Hitchcock Presents: Sun 9 30-10 pm; 2
Oct: 52 wks
Burns & Allen; alt M; 8-8:30 pm; 3 Oct: 26
alt wks
Climax. Shower of Stars, Th 8:30-9:30 pm:
29 Sept: 52 wks
Carry Moore; T 10-10:15 am; 24 Sept. 52 wks
Valient Lady; Th 21-12:15 pm: 1 Sept: 52 wks
Carry Moore; F 11-11:15 am; 30 Sept; 13 wks
In next issue: ISetc and Renewed on Radio Mettcorks; Broadcast Industry Executives;
Neui Firms, ,\'pir Offices. Changes of Address. Agency Appointments
3 OCTOBER 1955
Carroll
Bowman
Hook Jr.
McCormick
Hagcdorn
3 OCTOBER 1955
21
3 OCTOBER 1955
.\#'ir and renew
Lyman
Parmete
WittCH
Whitebrook
Peak
Kruegcr
3. Advertising Agency Personnel Changes
NAME
Rodney Albright
Richard W Bowman
Thomas C. Brennan
Sanford 0. Buchsbaum
Albert Carroll
Donna DcCamp
Hugh Dunbar
lack E. Fuir
Frank Cilday
|ohn T Cratf
Horace Hagedorn
Ceoige Haight
Norman F. Hall
"^r.ncth Heffington
Kenneth H. Hieionymus
Val Holhngsworth, Jr.
Charles R Hook, Jr.
Ceo-ge Huntington
Thomas J. King
Walt E. Krueger
Parmelee Lyman
Sanford C. Smith
Harold Tuers
Lloyd C. Whitebrook
Guy S Warren. Jr.
FORMER AFFILIATION
Biow. Beirn & Toigo, NY, sr film producer
tv-copy supvr
Smith, NY, acct exec
Norman, Craig & Kummel, NY,
Official Films, N. Y.
Kieswettcr, Baker, Hagedorn 0
Merck & Co, NY, adv dir
Cary-Hill, Des Moines
WK!C, Hazard, Ky, comm mgr
N W Ayer, Phila, research analyst
McCann-Erickson, NY, bus mgr, tv dept
Fletcher D. Richards, NY
Kiesewetter. Baker, Hagedorn & Smith, NY. Prcs
Erwin, Wasey. Okla City, r-tv director
Meredith Pub Co. NY. Pub Rel
Okla Future Farmers of Am, Okla City, exec sec
Scott Paper Co, Boston, asst to gen sis mgr
Deputy postmaster gen, Wash, DC
ABC, mgr radio sis development
D. P. Brother, Detr, acct exec
Lennen & Newell, NY, acct exec for United Aircraft
Fletcher D. Richards. NY
Harriet Hubbard Ayer, NY. adv mgr
Whitebrook Co. NY, pres
D. P. Brother, Detr
NEW AFFILIATION
Sullivan, Stauffer, Colwell & Bayles, NY, tv t
supvr
Same, also vp
Foote. Cone & Belding. NY. r-tv supvr
E. T. Howard, NY. acct exec
Benton & Bowles, NY, vp & dir prof mkt d
Cary-Hill, Kansas City, cpy director
R. Malcolm & Assoc, Evansville. Ind Pub Rel
|ohn T. Hall, Phila, research, dir
Same, mgr tv dept
Same, acct sup for Footwear & Cen Prod Dr |J
Rubber Co
SSC&B, Hollywood, vp & acct exec
McCann-Erickson, West Coast, dir of r-tv pro* ,
Hall & Thompson, Okla City, pres
Cary Hill. Kansas City, cpy dir.
Cardner Adv, St. Louis, regl acct exec for farm «
Harold Cabot, Boston, acct exec
Kudner Agency, NY, exec vp & member of t
comm
D-F-S, NY, research project director
D. P. B.-other. Detr, vp
Mathisson & Assoc, Milw, exec administrate
Lennen & Newell, NY, also vp
Same, acct sup for Am Machine & Foundry Co
Charles Antell, Bait, director of adv
Kastor, Farrell. Chessley & Clifford. NY, vp &
Same, exec vp
4, Sponsor Personnel Changes
NAME
|ohn W. Brooks
Alfred F. Burton
Ceorgc D. Crittenton
George 0. Davies
Charles Fahler
Samuel C. Johnson
Robert Joselyn
Harold |. McCormick
Harris B. Parmele
Irvin H. Peak
\-ihn D. Thuet
^auience Witten
FORMER AFFILIATION
Celanese Corp, NY, gen mdsg mgr
Stamford Conn Drug, Stamford, pres
Lanolin Plus, Chi, asst s!s mgr
P. Lorillard, NY, tres
Swift, Chi, brand mgr
S. C. Johnson & Son. Racine, asst to pres
Armour, Chi, brand mgr
General Electric. Syracuse
P. Lorillard. NY. director of research
P. Lorillard. NY, vp & director of leaf activities
Sylvania Elec. Phila, district sis mgr
Allied Pub Rel Assoc, NY, vp & brd mbr
NEW AFFILIATION
Same, director of mkting, textile div
Zotox Pharmacal, Stamford. So sis mgr
Lanolin Plus. Chi. gen sis mgr
Same, also director
Simoniz. Chi, brand mgr
Same, new prod director & mbr of manjgrm.
comm
Simoniz. Chi. brand mgr
Ceneral Electric. Syracuse, adv & sis prom nil
rad-tv dept
Same, also vp
Same, exec vp
Same, radio sis mgr for rad-tv div
Juliette Marglen. NY, pres
5.
Station Changes (reps, network affiliation, power increases)
C T Smith Falls, E Ontario will initiate its first broadcast-
ing year about 1 October and will be represented in US
by Hoseph Hershey McCillvra, in Canada by James L.
Alexander
K">'in v i ubbo^k Texas achieves maximum power in-
crease with new 50k transmitter
KMTV. Omaha. Neb is now televising local studio shows in
full color
KOVR-TV, San Francisco. Calif., opens auxiliary studios in
San Francisco
KTVW-TV, Seattle-Tacoma has appointed Ceorge P. Holling-
bery natl reps
W"T> tv, Minnpls & St. Paul. Minn, will undergo an ex-
pans.on program to include more office space and an addi-
.ion.il .'udio
WFAA-TV. Dallas. Texas has announced the construction
of a tv tower 1685 feet high
WHTN-TV, Huntington. West Va. will open 2 October
WNCT-TV, Creenville, NC stepped up transmission to 316.000
watts on 29 August
WOV Bcasting. NY purchased station WOV 8 August
WTAO-TV. Boston. Mass, has appointed Robert S. Keller
Natl reps
Tenn will increase its power to
change its call letters to WTVK
WTSK-TV, Knoxville,
314,000 watts: will
Television Knoxville
WWOR-TV. Worcester,
on 5 Sept because of the UHF problem
Mass temporarily went off the air
11
SPONSOR
The truth
will out!
w,
HKN Dr. Whan made the 1955 Iowa Radio- Television
Audience Survey, 74 out of ever} 100 Iowa homes had
television sets.
Since then, the number has continued to grow tremendously.
Today we estimate that in Central Iowa, WHO-TV delivers
302,200 television homes, representing over a million
people — about half urban, half rural.
WHO-TV serves this great and growing audience in the
best WHO tradition. Free & Peters can give you
full details.
WHO--
WHO--
WHO--
^ WHO-'
\ WHO-'
LWHO-'
'WHO-'
^ WHO-'
WHO-
WHO-'
. WHO-
WHO-
HO-
•HO-
WO-
WHO-
WHO-
WHO
WHO
<S?WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
-A
WHO-TV
Channel 13 • Des Moines
^S Col. B. J. Palmer. President
f ^Q P. A. Loyet, Resident Managei
^^K£s^r"T» Free & Peters. Inc.
^^^Bl \iiliotul Reprt sentalit is AHiliole
3 OCTOBER 1955
23
CAPITAL TYPES #11
THE KING-MAKER
Waits till dusk when his
wife makes him go to the
Laundromat. Kids keep
hiding assorted small
wildlife in his slippers.
Crazy about bagpipe mu-
sic, but not allowed to
play within one hundred
yards of the house. Aunt
Margaret calls him "Cud-
dles"; hasn"t spoken to
Aunt Margaret since Ar-
mistice Day, 1939.
And in Washington, adver-
tisers call WTOP Radio a
better buy than any other
station. WTOP is the sta-
tion with (1) the largest
average share of audi-
ence (2) the most quarter-
hour wins ( 3 ) Washington's
most popular local per-
sonalities and (4) ten
times the power of any
other radio station.
WTOP RADIO
Represented by CBS Radio Spot Sales
Malcolm P. Tuylor
President
Taylor-Reed Co., Stamford, Conn.
If you should hear a duet while driving through Stamford, Conn.,
chances are good that you're catching the vocals of Charlie Reed
and Mac Taylor, former members of the Yale Glee Club, and cur-
rently co-owners of Taylor-Reed Co.
The two men have pretty fair reasons heyond joie de vivre for
singing these days: The Taylor-Reed Co. will gross close to S3
million in sales of Q-T Frosting, E-Z Pop and Cocoa Marsh in 1955.
"It's no exaggeration to say that tv built us." comments chubby,
shrewd Mac Taylor. "Our budgets 100f i spot tv because we found
that tv gives us measurable results within a month. In each of 15
markets we're in we've had upwards of 20$ sales increases during
the past year."
Taylor claims his company is living proof of the vahie of daytime
tv. "We're getting the women at a 40c or less cost-per-1,000 viewers
by buying near Godfrey or other strong daytime programing. And
I'll tell you something: it's pretty rare in advertising when you get
a formula that's good market by market."
So convinced is he of the formula that he s putting $500,000
behind it this year compared to $300,000 last. Through Hicks &
Greist, Taylor-Reed's agency, the company has made a couple of
comic cartoon films which thev call "the bop spot" and "woman in
the shoe," with jazzy musical jingles and modern, off-beat draw-
ings— off-beat in all but sales results.
"Let's face it," says Taylor. "A food company is primarily in
the advertising business."
Taylor himself is a merchandiser "from way back." Got out of
Yale in 1933. and has been "promoting something or other ever
since," including expeditions to Labrador with Charlie Reed, trips
throughout Europe with the glee club, and lately the three Taylor-
Reed products.
At home in Darien, Conn.. Taylor pretests self-liquidating kiddie
premiums on his five youngsters who range in age from three to
13, likes to "pile the family into our little 26-footer fa cruiser),"
and generally splits himself evenly between family and business.
"Too many parents pay little attention to the kids," says he,
"and then before thev know it. the kids are grown and away."
•' • *
24
SPONSOR
Fop Salesman
SOUTHER
NSIDE DETROIT OR OUT,
T'S THE SAME STORY . . .
iVJBK-TV TOPS EM ALL IN
AUDIENCE AND SALES PUNCH
WJBK-TV
I C H I G A
CHANNEL
2
DETROIT
First Choice of Viewers
in the 1,590,400 TV-Home Market of
Detroit and Southern Michigan
HERE'S MORE EVIDENCE TO SHOW
n,AT CHANNEL 2 IS THE PLACE FOR YOU!
Vfon Detroit, August, 1955 'American Research Bureau
of daytime quarter hear periods
.t ARB survey with ratings of 9.0 and above 70
! 70 periods with ratings of 9.0 and
WJBK-TV carries 60
of daytime periods rated 9.0 and above on
er Detroit-Windsor stations combined
Telepulse, August, 1. .
Of Top 10 Nighttime shows 8 are on WJBK-TV
Of top 17 Nighttime shows 12 are on WJBK-TV
(Three-way tie for No. IS in top 15)
it ke the outside area figures in Ann Arbor and Flint showed
'JBI TV the No. 1 viewer choice, the above in-Detroit figures go
gM long. WJBK-TV's top CBS and local programming, 1,057-foot
' we and 100,000 watt maximum power on Channel 2 offer a big
plu in sales in the entire "Detroit Television Market" that includes
ig sending Southern Michigan as well as Detroit. We'd like to put
ur s ling power to work for you'.
1
\
L
'4
"A\ Represented Nationally by
* ' THl KATZ AGENCY
National Sales Director, TOM HARKER,
118 E. 57th, New York 22, MURRAY HILL 8-8630
Is town, ratings soar !
Fi
First-run sponsorship
may still be available in your market
NBC Film Division's "Adventures of the Falcon" makes a habit of raising station ratings
substantially in its time period. Out of nineteen major ARB-measured markets where before-
and-after information is available, "The Falcon" boosted ratings in fourteen! In Memphis, for
instance, a 14.4 rating before "The Falcon" soared to 25.6 ivith "The Falcon." That's the kind
of spectacular rating-increase scored by the series virtually everywhere it runs!
Advertisers of every description have strengthened their competitive position by sponsoring
"The Falcon." Brewers, grocers, appliance dealers, furniture retailers, banks and loan
companies, department stores — they've all discovered its built-in selling power.
"The Falcon" sells because it pulls audience . . . immediately! Exciting episodes of adventure all
around the world, the exotic flavor of authentic locales, a great new star — Charles McGraw -
whose movie fame is expanding rapidly . . . these are the strong audience-values you get with
sponsorship of "The Falcon." You also get an exclusive package of advertising, promotion,
exploitation and merchandising, unmatched in the industry!
First-run syndication sponsorship, at a down-to-earth cost per thousand, may still be available
in your market. Write, wire or phone NOW !
NBC FILM DIVISION
serving al/ sponsors
serving all stations
30 Rockefeller Plaza. New York 20. N. Y. Merchandise Mart. Chicago. 111.
Sunset & Vine. Hollywood, Calif. In Canada: RCA Victor, 225 Mutual St..
Toronto; 1551 Bishop St., Montreal.
LOVE
THE WO
L D !
new:
KCRA-TV
changes
the picture
completely in
California's
rich
Sacramento
Valley!
channel
Complete NBC basic programming
— with TV stars and programs
never before seen in the area —
has come to the fabulous Sacra-
mento Valley!
Sacramento's new station — KCRA-
TV, Channel 3 — is the only low
band VHF station in the Valley.
100,000 watts maximum power.
The television picture has changed
in Sacramento — a change that af-
fects you, your clients and the
viewing habits of thousands of
Sacramento Valley families.
Be sure to re-evaluate your televi-
sion advertising in the Sacramento-
Stockton market. Take a second
look at your present spot sched-
ules and programs. Then call Petry.
KCRA-TV delivers one of the
country's richest markets, with
spendable income of more than
two billion dollars!
KCRA-TV
channel 3
Sacramento, Calif.
100,000 WATTS
MAXIMUM POWER
BASIC AFFILIATE
represented by Edward Petry & Co.
By Joe Csida
H hat the John Crosbys and Jack Goulds contribute
Having been one myself, I am an avid reader of the paid
critics of radio and television. Two of the most consistently
entertaining and informative pundits of the broadcast art.
to me, are the New York Times' Jack Gould and the .'
York Herald Tribune's John Crosby. I have always got an
extra zing out of Crosby.
Just a few days ago (as this is written), fresh from the
African veldt, he returned to these shores to discover that
The $64,000 Question had become not only tv's top-rated
program but a national social phenomenon as well. On an
Author Meets the Critic video show several years back I was
the anti critic opposing Henry Morgan, who spoke in favor
of a book John had just published wherein were contained
a collection of his essays and criticisms. I called John a
"Little Jack Horner" type of writer, and Bennet Cerf, from
the moderator's chair, asked what I meant. I explained that
I had a lucid picture of John rushing into his corner with
Roget's Thesaurus, Bartlett's Familiar Quotations and other
like works, sticking in his thumb, coming up with a gob of
witty remarks, plopping them into his column, and remark-
ing most self-satisfiedly, "My, what a bright boy am I."
Actually that somewhat shabby analogy was the best I
could do, at the moment, for the purpose of being as nast
possible and upholding my anti end of the controversy. I
really do believe, possibly along with John, that he is bright.
Thesaurus and Bartlett's notwithstanding. He is just so
bright that by calculatedly putting pins in the big ones, he
has become the most widely read columnist in the busine>-.
On the question of The $64,000 Question, however. I do
believe his timing was a little off. On the Tuesday following
the week in which he ripped the show to shreds. Captain Dick
McCutcheon of the U. S. Marines won the first $64,000.
I was watching the show with my wife, my daughter, who's
17 and just entering college, and my boy, who's nine. My
family, I believe, is as normal in their reactions to tv en-
tertainment as any, and I give Crosby nothing when it conie>
to my own unfortunately hard-boiled and cynical attitude
toward video shows. But, to a person, we literally thrilled to
the Captain's crack at, and capture of. the loot. I think that
if John were watching, he too must have thrilled to it. exaet-
{Please turn to page 74)
28
SPONSOR
When you count
every rated
quarter hour
When you count
all the
audience —
here's how
Boston radio
stations line
up in all
500 rated
quarter hours*
WHDH
first
368 times
Station 8 'network
first 128
Station C network
first 8
Station D (network
first 4
Station E Independent
first 2
Station F | Independent
first 1
Station G network
first 0
f /even dupfico'ioni
moke total 511
P.S. WHDH
First or Second in
486 out of 500
rated quarter
hours.*
*Pu/ie of Boifon Total Audrenc* —
Monday throvgh Sunday —
6.00 AM to 12.00 Midnight —
JulyAuguit 1955 — 500 roitd
quorter hourt
WHDH First 73.6%
of the week —
First or second 97.2%
of the week
Complete br«jkdowni by qvarttr
hour! ovoiloble — Aik yovr
John Blair man.
WHDH
850 on the dial
50,000 watts
BOSTON
Represented Nationally
By John Blair & Company
3 OCTOBER 1955
29
Again in August KGUL-TV has the Number One program
in the Galveston-Houston market. The August Telepulse
shows the $64,000 Question with a rating of 37.2.
NOW MORE THAN EVER-THE BEST BUY IN TEXAS
KGUL-TV GULF TELEVISION COMPANY GALVESTON
Represented Nationally by
CBS Television Spot Sales
30
SPONSOR
• OCTOBER tBS9
EuD
Spot radio fights hark
Defensive .ill ilntlcs toward spot carriers is plavc<l
down as reps be«:in lo sell a^ainsi them with posit i\c pitches
by tlfred ./. Jaffe
Concern among reps and stations over the multiplying number oi network spot carriers
and the \\a\ web radio is being sold toda) is mirrored in previous sponsor stories
• n - if ;rci i noic excerpts rep roc lined above). The controversy is -till very much alive I "it while
reps in particular remain opposed to spot carriers as encroachment on national spol
business the) arc meeting the price competition in a head-on manner.
3 OCTOBER 1955
Fmr the lutvst farts on rep tellSafj tactics turn the pnqc
31
► ►►
SPOT RADIO FIGHTS BACK (Continued)
^ e\v facets of the radio business
have created as much controversy as
Uic network spot carriers.
In recent months the new web sell-
ing plans — all of which are spot car-
riers in one form or another — have
been brewing a ferment that threatens
to spill over into the consumer press.
Radio, in other words, may end up
with a bad case of publicly washing its
dirty linen.
Not all of the ferment is unhealthy,
however. The spate of spot carriers,
which have been under heavy fire from
reps and network affiliates alike as an
invasion of their national spot busi-
ness, has begun to touch off some ag-
gressive sales pitches from the national
spot side of the fence.
Some of these pitches meet the spot
carriers head on. There's not only a
bold anything-you-can-do-I-can-do-bet-
ter air about them but also an effort
which can be wrapped up in the
phrase: "If you're going to sell net-
works like spot, we're going to sell spot
like networks."
Cooler heads in the industry deplore
the current excitement over the spot
carriers and urge a watchful, waiting
attitude, the idea being that this is an
interim period and no one knows for
sure whether the new spot carriers are
really the long-term answer to net-
work radio's problem. While the reps
are 'agin' 'em to a man, a number of
stations are shrugging off the resulting
loss of national spot accounts, hop-
ing that the new network program de-
velopments will put new life into radio.
There is also a feeling in some quar-
ters that bickering within radio's fam-
ily will damage radio's reputation in
the eyes of those who use the medium.
Much of the controversy has cen-
tered about NBC's weekend Monitor
and the planned extension of this revo-
lutionary programing format (called
Weekday) into daytime hours, spot ra-
dio's juciest domain. Monitor, while
it may be the most obvious spot car-
rier, is not the only one. All the net-
works are now selling, under various
'HOLD, KNAVE!"
In a recent letter to affiliates, NBC Radio's
station relations v.p., Harry Bannister, said
". . . apparently CBS called its affiliates to-
gether with the apparent purpose of attack-
ing NBC . . . Must be it hurts. Or, to para-
phrase Bill Shakespeare (a ut-Il-known
scripter) :
" 'They do protest too much, methinks.'' "
Answered CBS Radio sales chief John
Karol: "During the past year it has been
CBS Radio that has led in programing, re-
search and promotion — much of it for the
benefit of all radio. Aside:
" 'Blow, blow thou winter wind!
Thou are not so unkind
As man's ingratitude.' '
guises, announcements to advertisers,
and the competition for the shrinking
radio network advertising dollar has
reached new heights.
This competition has recently set off
an inter-network squabble between
CBS and NBC, the clamor of which
has been added to the sound and fury
emanating from the squared-off poses
assumed by the networks in one corner
and the reps-plus-affiliates in the other.
The intermural network battle was
sparked by a hard-hitting speech tc
CBS Radio affiliates two weeks ago b\
John Karol, the web's sales vice presi-
dent. Karol took some broad swipes
at the current status of NBC Radio's
sales and programing. He made it
clear he didn't think much of NBC
Radio as a competitor and character-
ized Monitor sales as actually "give-
away business."
The speech stung NBC Radio's sta-
tion relations Vice President Harrv
Bannister to an answer via a letter to
all affiliates. Bannister said CBS "has
led the way in all the negative steps —
the general rate reduction in July 1951.
the reduction in evening rates in Au-
gust 1952, and the further reduction
in October 1954."
Bannister also charged that CBS, af-
ter attacking the NBC participation
plan in May 1954, scrapped its "propa-
ganda line" and went "all-out on par-
ticipation sales under its 'segmented'
sales plan."
The NBC station relations execu-
tive defended NBC's sales record. He
compared NBC's sponsored hour fig-
ures for the first week in September
1955, as against the same week
last year, said NBC sales were up
30.1% while CBS sales were down
14.9%. He also compared PIB gross
billing figures for the two networks for
July 1955, compared with the same
month last year, said NBC billings
were up 15.3% while CBS billingi
were down 18.3%.
Karol told SPONSOR his answer in
the battle of the figures was as fol-
lows: (1) CBS Radio's sponsored
hours for September came to 342
TAKE IT EASY, BOYS
This is a pecubar period in the strange career of
radio on the national front.
This is an interim period. U eekday, the Monday
through Friday offspring of Monitor, has not yet made
its bow. The other network hopefuls, all wedded to
the strategy of commercial flexibility and participa-
tions, are still to prove their mettle.
So this could be a quiet period, albeit active in sales
planning and preparations. This could be a busy-bee
period both for station representatives and networks.
But no. The void must be filled. So network attacks
network. Reps attack networks. Networks attack
reps. The free-for-all is on.
Is this healthy for radio?
No!
I
Does this help the advertiser understand the crisis
through which radio is passing?
No!
What does the advertiser think about all this?
His only thought. "Things are pretty messy in radio.
Must be a pretty unhealthy situation. Well. I have
other things to think about. I'll think about television,
newspapers, magazines, and billboards."
Can you blame him?
Take it easy, boys. Radio is a great medium. At
spot rates, or otherwise, the finest buy many a national
advertiser can make. We can disagree without dis-
gusting the innocent bystander. Don't sell radio down
the river.
RIAL
32
SPONSOR
while the NBC figure, excluding Moni-
tor, was 24.4, (2) CBS Radio's gross
billings (PIB) for Jul) were 26'
higher than NBC's, (3) CBS Radio's
total-da) Nielsen ratings foi Vugust,
first report, are 50< , higher than
\r,i
Karol's characterization <>f \foni-
i ~.i l<- as "giveawaj business"
evokes an "amen" from man) stations
and reps who -a\ thai national adver-
tisers can in some cases buj a station
on the network for as little as one-
ili the station's spot rate. \\ hile
the new I BS segmentation plan has
not been thorough!) analyzed In affili-
and reps, there i- the uncomforta-
ble feeling thai on CBS. too, an adver-
can !>u\ an announcement which
iks down in a much lower cost per
station than a national spot buy. And
on Mutual an advertiser can buy a
Multi-Message Plan announcement on
•• than 500 stations for $1,000 or
in average of less than $2 per station.
The trend toward selling single an-
nouncements in programs bv selling
live-minute shows has reached a new
with ABC's stem-to-stern revamp-
ing of it- nighttime programing. Start-
ing 21 October, VBC's 7:30-10:00 p.m.
lime during the week will be broken
down completely into five- and 10-
minute strips. Price for five-minute
-how -trips will be as little as S750 per
-how lor single announcement).
The impact of low-cost network an-
nouncement buys has hit the stations
and reps where it hurts — right in the
middle of their profitable national spot
solar plexus. For some time now the
reps have been sending out storm
warnings to the effect that the entire
Structure of radio may be undermined
as a result of the networks' encroaching
into a field that was once the exclusive
domain of stations. To show this is
not just talk, names of products who
have dropped spot radio or cut down
on it to buy spot carriers have been
rattled off. They include Viceroy,
Swansdown, Bromo-Quinine, Pepto-
Bismol. Miller's High Life, Goodrich,
Charles Antell, Tintex.
w hile the initial reaction of reps and
station- has been defensive, there are
now signs that an aggressive fight to
sell national spot against the spot car-
riers has begun in earnest. The rep-
are not only stressing the qualitative
advantages of spot but coming up with
figures which meet the spot carriers on
tlieir own ground — that of cost. In
other words, reps say, with the right
WEEKDAY
New -pol currier plan* this full embrace two revolutionary programing il'\<l')|jment»:
NBC's "Weekday," ABC's revamping of nighttime schedule into five- and 10-minute units
kind of buying an advertiser can buy
spot at a price competitive with net-
work carriers.
Reps and stations are becoming
mindful that complaints about low-cost
spot carriers may play into the hands
of the networks by reminding adver-
tisers they can get it cheaper cl-cwhere.
Reflecting this new attitude. Law-
rence \\ ebb, managing director of Sta-
tion Representatives Association, said
that reps are beginning to come up
with presentations "which prove be-
yond doubt that, despite the cut rate
prices of some current network partici-
pation programs and programs sold on
a spot basis 1>\ the networks, the ad-
vertiser can still buy radio advertising
on a national spot basis which is
tailor-made for him and which gives
him superior coverage, qualitv pro-
graming, the kind of audience he is
looking for and at prices equal to or
lower than any network bll) without
resorting to rate-cutting."
Webb continued: "The repfl ir>
tivel) waging campaigns t<> -''11 their
represented stations on bitter lex al
programing, superior local personali-
ties, better promotion on the part of
the station- and ini reased merchandis-
ing. By so doing, stations are in- I
ing their ratim;-. thereby making such
local program- outstanding buys for
advertisers as against network pro-
graming."
\mong the reps active in selling
against network carriers is the Kit/
Agency, which is preparing a series of
individualized presentations for spe-
cific accounts. The prototype of these
presentations, made for a large net-
work radio advertiser who has can-
(Please turn to page 111)
Katz Agency's presentation on spot radio seeks to convince advertisers they <in do
better than on webs with Bame money. Shown with presentation are Katzmen Norman FV
M. S. Kellner, r.ulio sales chief; Dan Dennenholz, research head. Chart from presentation
at right makes point that spot duplication of home- reached i- osable while web is not
3 OCTOBER 1955
33
Lady broadcasters oi{\
M he man who is an expert on the
subject of "How to sell to women
cessfullv in radio and television" can
practically write his own ticket in the
ad business.
But admen all too seldom get a
chance to meet one of the best sources
of this brand of advertising knowledge
—the lady members of the American
Women in Radio and Television who
conduct women's-appeal air shows.
To most account men, timebuyew
and copywriters these distaff broad-
casters are usually just a series of
names on spot contracts, or else exist
only as pictures in station ads or pro-
AIR-SELLING SI .
lone Tracy. Syracus
make a daytime liabit of tuij
to "Milady's Almanac" on
Doltie Paige. Food produi
regular feature of Do
"What's Cookin'" WIBW-1 I
SPONSOR
know their women
(II BAYS ill m )
piactieal .iilvortisinj* tips on soiling' lo i'om.ilo «iiifliono<vs in SI*0!\SOIt siir\o\
motional mailings from station reps.
Yet, collectively, these women air
personalities represent more yean "I
practical air experience in Belling all
types <>f goods and services than the
ladies themselves are likel) to admit.
In short, thej are experts in selling
to women. Tln-v should he. There
are homemaking or other feminine-
■lasted daytime -hows on (">'< of the
nation's t\ outlets and dl'. of the
radio station-, according to SPONSOR'S
1955 timers' Guide, and a sizable
cross-section of these shows are pre-
sided over 1>\ W\ RT members.
Until now. bridging the gap between
i 1 i what these women know from
experience and (2) what admen would
like to know from them has been far
from ea-\ . An admen < ould i and
some do i grab a Buitcase and make
a Grand Tour oi I ,S. Btations, ol
course. For most, however, time and
expense rule mil such a procedure.
\ hitter solution came earlier this
year when Montez Tjaden of KA\ I \ -
KOMA. Oklahoma City, agreed to
help. Miss Tjaden. at that time chair-
man of tin- \\\ IM Publicitj Commit-
tee, agreed to make an advertiser-
slanted BUrvej of \\\ IIT members.
(The Publicih Chairman's post i-
now held b) Mai J I . \h I >"linel| of
New ,• ork, \\\ R I Presidenl J. me
Dalton announced in mid-Septemb
I he Burvej replies i ontain much in-
formation useful to admen and the)
i ontain a number of ej e-openen !
• (>nl\ about one radio-ft h<
maker in I" felt that national adver-
tisers were nut making an) "notable
errors' in agen< j -• reated i op) used
for live participations in bomemaking
programs.
• About foui out ol ever) five distaff
performer- felt that admen did not
give them enough leewa) or flexibilit)
(Article continues next page)
HhK VWRT RROADCASTERS ARK HI ILT ON SOLID KNOWLEDGE OF LOCAL AUDIENCES
i,..k. WOW-TV, Omaha's Sally Work. Guests on her WBEN,
U series appeals liulTaln feminine-slanted -how
ly and farm viewers included a well-known Republican
ir. Wll VS, Louisville
>nii-t made plea for
. n-to-earih a<l copy."
NX all £ Emma Loa. Popular air
couple, the Nielsons, rate high
with YA \ 1 1 1 1 > . New Haven viewers
Ed) tlie Fern Melrose. "Hou-c I I
Charm" show on WXYZ, Detroit
i>riuinates in lovely model home
Lidie \\ alter*. Greenville, S.C.
listeners can see and hear day-
limei .it \\ FB< remote airings
Florence talk. KM \. Mi> nandoah.
[owa listeners know her a- "The
ict's Wife" which she i-.
Mary Landis. Chicken of th<
tuna -ale* lumped when air-"ld on
fane's WBAL-TV, Baltimore -how
■ WI'^J"
3 OCTOBER 1955
35
Helen Day. \\ BAY-TV per-
sonality demonstrates newest
plastic dinnenvare on air
Anne Daly. In-store broadcasts
are regular part of Anne's radio
series on WPDQ, Jacksonville
Vivian Batten. Radio-t\ -tar
of KWTV-KOMA, Okla. City
bow [^refers live tv commercials
Connie Stackpole. Manchester,
N. II. listeners dial WKUR for
her friendly household advice
Kay Neumann. Pittsburgh tv
viewers see Kay on daytime
show, KDKA movie series
Julie 'n' Johnny. Co-stars of
morning show on WTAG, Wor-
cester "personalize" selling
Bee Baxter. McCall's Mike
Vward was won for public
service on KSTP-TV program
Margret McDonald. Fort Worth-
Dallas viewers share vacation
photos with the WBAP-TV star
to "do the commercial in my own
style."
• About one out of two of the ladies
replying to the AWRT survey felt that
commercial copy or film commercials
contained words or phrases more like-
l\ to irritate women dialers than to
send them running to their neighbor-
hood stores to purchase the sponsor's
product.
Radio gripes: Are creative radio ad-
men out of touch with feminine real-
it \ ? This was a prime gripe among
the AWRT homemakers. A typical
opinion:
"Women hate to be talked down
to," said Dorothy Shank of Buffalo's
WEBR. "They want the copy to have
a ring of sincerity. In listening to
commercials, from talking to my
listeners, and from reading copy which
comes to the station for other pro-
grams, I often feel that commercials
have been written by someone who
knows nothing about the subject.
"A copywriter just out of school,
tr\ ing to tell a woman with three
children how to wash clothes, for in-
stance. Another thing — I often feel
that copywriters sit in their agency
offices dreaming up marvelous ideas
which perhaps a housewife has known
about all along.
"In other words, copywriters should
meet the people they're writing for —
they'd learn a lot!"
Here are some other specific gripes:
• "Too much 'selF ": lone Tracy,
director of women's shows on Syra-
cuse's WHEN, complained to sponsor
"Many times advertisers are too de-
manding as to how many specific
points must be included in every com-
mercial. One sponsor went so far as
to say that unless some 10 or 12 points
were included in every commercial
every time the station would not be
paid.
"In a one-minute commercial, t his-
requires me to skip lightly from one
point to the next as fast as possible,
wth the result that none of the points
are really driven home.
"Real emphasis of a feic points in
each commercial is far more impres-
sive and does not get boring with
repetition, because different points < an
be emphasized each time."
• "Time-worn fibroses'': Many an
'minimum i mi inn i iiimiiii iiniin i oiiiiii iiiiimii mi iiiiiiiiiiiiiiiiiin: '
1. Do give local radio-tv distaff personalities freedom to do commercials in their
nun style, four out of five AWRT members replied in SPONSOR national survey
2. Don't use time-worn phrases in commercials designed for u~e in local-level
radio or tv. Pet hates of AWRT: "Yes. ladies . . ." "You know, friends . . .*' etc.
3. Do provide plenty of product samples, visual aids and other props for use in tv
"kitchen" or "home" commercial-, n homemakers said. Copy, film- aren't enough
4. Don"t try to "localize" radio-tv commercials today by remote control. A^K RT
broadcasters said commercials should be given "local slant" by local personalities
5. Don't jam too many copy points into air commercials. Some clients try to get
across as many as a dozen in each airing. "Spread them," \\\RT members urged
■in inn hi 1 1 : !:■•■.- : 1 1 1 ■ miiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiii mmiiiiiiimiii imiiiiii n iiimiiiiiiiinn iimiiiiiiiiniiiiiiiimiimiiiiiiiiniiimi miiiiiimm i milium
DO'S&DON'TS
AWRT AIR PERSONALITIES
IN SELLING TO WOMEN
36
SPONSOR
adman's pel phrases used in agenc)
, opj . ause tin- ladies w ho read th>-
cop) on radio homemaking shows to
ml linn teeth.
"I dislike the phrase 'i es, ladies1
rod commercial scripts using 'you
know1 frequentlj ." said perl and prett)
Jane Stevens ol Cleveland's W.IW.
\ veteran of air appearances, women's
.lull lunches and charit) drives, Jane
added, "When I sell to women on the
,ur. I lik.- to think lii-t : "W hat i- this
lucl going to do lor m\ listener
.in.l her famil) ?' then present the
i- without superlative adjectives."
\ \. u England radio homemaker,
blonde Julie Chase .-I" WTAG, Wor-
caster's Julie 'n Johnny dail) women's
-how. added:
"Advertisers are amiss in trying to
build their cop) on 'sale alter sale
after sale.' 1 feel that bargain sales
should be saved for special impetus;
too main sales spoil the value oi a
re.dlv big one.
*" \n.l. too mam advertisers overuse
the words 'quality' and 'value.' I feel
advertisers should pay the broadcaster
the compliment of trusting her to
judge her audience and what appeals
to them."
• "Don't know the audience": \&
the \\\ |{ I members saw it. admen
sometimes tripped over an audience
hurdle on the road to radio-rreated
product sales.
"I talk to an area that is largely
rural." said Harriet Press Iv of
Raleigh's \\ I'll', who conducts a dailv
half-hour feminine-appeal show. *'I
like, and nn listeners do too, simpler
cop) presented to sound like a part of
the average woman's conversation.
Something that sounds like her own
ordinary type of chatter, not some-
thing that is just stuck into a show l<>
make a sale."
\dded other \\\ KT homemakers:
"I would suggest agencies send
background material, quickies, and
research material for complete files
and note- to be ad-libbed. It i- ver)
difficult to adopt word) agenc) com-
mercials to the local picture. It's the
wrong vernacular," said Jane Dalton
of Spartanburg's WSPA.
Advertisers do not give practical
Uses of their product. \t the same
time, the) an- often too commercial.
I like to sell without the buyer being
aware that she is being sold. If you
can give her sufficient reasons win
[Please turn to page ~l\\
3 OCTOBER 1955
\iui-i -now mi nil- «iik: DARBY1 /\m<k- "20TH-FOX 1101 it" on mi- in
CRITICS RAP FILM-TV "OFFSPRING"
Built-in plugs for Hollywood studios in shows produced by
majors draw fire from reviewers as "too much commercial"
^WM ovie studios scouring the nation's newsp izines foi
critical hu/.zahs for tin- season's made-in-Uollywood t\ -how- an
far. in for a big disappointment.
The two premieringb) presstime so far " ornei Brothers Presents and
WGM Parade have both been received with cool notices b) tv critics,
most of whom like neither the production values ,,f the -hows nor the
extensive plugs for new ll.dlvwood movie- ..r old Hollywood studios:
• "'We are promised fascinating glimpses of backstage Hollywood,
-aid John Crosb) in the Herald ■Tribune and 90 other papers, "I he onl)
trouble with tin- i- that, after the first glimpse, it isn't fascinating.
1 foil) wood i- tinsel."
• Jack Gould, veteran iv editor of the Vew York Times, -at through
the premiere of Harrier Brother Presents, snapped next .lav: "The West
Coast hasn't l.>-t it- touch lor making old movie-. \ t\ viewer mav
tend to judge theatre product l>v the qualit) ol tv product.
• Hemic Harrison of the Washington Evening Star did like the
warmlv appealing film -lip- in the premiei M'.M -h..v\ of 12-year-old
i then i Judy Garland. But Harrison cautioned: "It look- like .■
going to have to -it through a preposterous amount of log-rolling and
clap-trap on the new \l(, 1/ Parade for sequences like this."
• Jack O'Brian, tv editor of the V. Journal- tmerican drew
a head on the brothers Warner, and let IK thusl) : " \n Indian -ift to
tv. The final 1") minutes of the hour wa- a concentrated commercial
for the film firm which, pin- the < ustomar) -i\ minutes of tv commer-
cials, again breaks all nil.- of the official network tv 'code.
• Tongue-in-cheeked l\ Guide: "Enough to make one wonder
whether the Hollywood moguls are t; - who qi i to
mention the word 'television' if there were ladies in the room."
I ate-t development: NARTB's (ode Review Hoard, in it- ^.'pteniher
Bulletin, said it wa- directing it- -t itf to compile more data on the
"trend to insert promotional material" for Hollywood.
• * *
37
I. rotaJ dollar figures spenl in spot television for gross
DSts. These will be comparable to network figures
.1 through media data services such as Publishers
Information Bureau and the ANPA's Bureau of Adver-
tising \ia Media Records for U. S. newspaper spending.
QUARTERLY
REPORT
Published after
January, 1956
2. A breakdown of •-pot i\
dollar spending by product
classification. These will
show how various important
categories, such as deter-
gents, shampoos, autos, to-
bacco products and the like
utilize spot television during
a three-month period, based
on tv data by Rorabaugh.
3. A list of the top 100 spot tv advertisers, again
comparable to those released by other media data
services. Gross time expenditures of each advertis-
er will be shown, with the biggest ones first. List
will contain most blue-chip video advertisers today.
1. High spot of annually prepared review will be
alphabetical li^t of all spot advertisers and brands,
with the gross time expenditure of each listed. List
will include all top national tv spot clients, and virtually
all regional accounts using two or more markets.
'£. Complete product classi-
fications breakdown of all
advertisers and brands, with
dollars expended by each.
This will afford cross-check
with client list to show what
brand categories have been
the biggest spenders during
the year, further charting
dimensions of spot tv today.
ANNUAL
REPORT
Published after
January, 1957
3. Interpretive comments by TvB and Rorabaugh.
Tentatively planned are a series of short reports in
annual edition which will point out the major trends in
spot television during the year covered by the TvB-
Rorabaugh research project, and give spot highlights.
-:::. :■:-.!.. .
One down, one to go
Problem of spot tv spending is
solved. Next goal: spot radio
J_ hroughout the nation, there are
some 3,000 advertisers who sell their
wares in two or more markets with the
aid of spot television.
During 1955, they will spend the
whopping total of 8275,000,000 for
spot tv time, talent and production ex-
penses, according to the latest estimate
of the Television Bureau of Advertis-
ing.
But who spends what in the spot tv
field will no longer be the headache-
creating, slide-rule-juggling problem
that it is today. The iron curtain-like
wraps that have surrounded spot tv
expenditures of national and regional
advertisers will start to rise next year.
Sometime soon after January, 1956,
TvB will release the first thick quar-
terly report on spot tv spending. At
the end of the year, a special annual
report will also be distributed.
\\ hat these reports will contain is
outlined in the box above.
But even more important is what
they mean to the industry:
• For the first time, what TvB Presi-
dent Oliver Tre\ z calls "the fullest ad-
vertising dimensions of spot tv" will be
open to evaluation by agencies and ad-
vertisers.
• The spot spending of clients, shown
as gross time, will be comparable to
THIS WE
FIGHT
FOR
.-■
From SPONSOR'S
1955 editorial platform
(25 July 1955 issue)
"We fight for regular publica-
tion of spot tv and radio
expenditures of companies
comparable to figures
available for all other media'
and "combinable with the gross ad-
vertising expenditures as shown by
such other data sources as Publishers
Information Bureau I network radio,
tv, magazines and supplements) and
Media Records of the ANPA (news-
papers) .
• Networks, station reps, individual
stations and — of course — the TvB will
be able to utilize the tv spot spending
figures in making well-aimed pitches at
various categories of advertisers, or
even at individual clients.
• Advertisers, large and small, will
be able to check on what kind of spend-
ing their chief competitors do in the
spot tv medium, and will be able to
adjust their campaign plans to meet
competition.
Tf victory: Bv all indications, the
TvB-Rorabaugh reports are a clear-cut
victory for those who have fought a
long, hard and uphill battle to chart
the dollar spending in spot tv.
38
SPONSOR
New team: N. C. "Duke" Rorabaugh (left), Dr. Leon Arons, re-
search director of TvB (center) and T\B President Oliver Treyz
discuss details of ne« project iliat will provide admen with t\ spot
spending figures starting in 1956. (Set box at left fur <I»-tail~ >
Stated [vB'a Oliver Treyz in a H>
September letter to sponsor's Editor
and President. Norman R. Glenn:
"We are announcing todav a TvB
program for the release of spot televi-
sion expenditures by advertisers and
product.
"1 our long crusade to make these
dollar data available is thus rewarded."
i See "49th and Madison" column,
page 11. this issue for full text, i
I \ B s research program, part of that
organization's continuing efforts to re-
late the values of spot tv with the more
widely known values of network tele-
vision, brought this further comment
from Treyz :
"Tins removes from the 'sex-ret" list
an approximate $275,000,000 which
national advertisers will this year in-
vest in spot television.
Also it eliminate- a situation where-
by various trade journals and compet-
ing media have measured television as
defined strictly by its network facility
dimensions, as regularly reported b\
PIB.
"Spot television, therefore, is one of
the last major elements of advertising
whose spot expenditures are lifted out
ol 'mysterj and haze' and into 'lighl
and focus'."
\- SPONSOR reported in its issue of
5 September, the information that
TvB will be releasing next year is actu-
ally the result of converting the regular
I\ spot Rorabaugh Report data on spot
tv usage into dollar figures. The proc-
ess, as the report pointed out. is large
and complicated — and fairly expen-
sive, since many individual computa-
tion- must he made.
Radio problem: While man) a tv ad-
man is rejoicing over the idea of up-
( oming tv spot dollar data, the radio
version of the same problem still stares
radio admen squarelv in the face.
\s SPONSOR has alreadv reported in
previous articles on the subject, one
of advertising's biggest guessing games
involves spot radio spending, \gen-
cies for years have surveyed stations
in all parts of the country, trying to
piece together the part- ol the puzzle.
Others have checked with reps, broad-
casters and even the recording and pro-
duction companies who prepare tran-
scribed radio commercial- in attempts
to establish the size and shape of spot
radio. Still more have monitored in-
dividual outlet- in major cities.
The sole public source of spot radio
data that can be used as ,i basis for
spot expenditures in the radio field i-
the Spot Radio Report, published
monthly by James M. Boerst's I \ecu-
live- Radio-Tv Sen ice.
Working under the handicaps of
client-imposed secrecy and stations re-
luctance to fill out questionnaires,
Boer-t nevertheless manages to pro-
vide a useful -pot radio data service,
similar in main ways to V i Rora-
baugh s t\ spot reports.
Boerst's report for August, 1955
(covering Julj activity) for example
reports on the spot radio spending for
300 product- or brand lines via s
50 agencie-. Bui Rorabaugh's tv re-
ports, on which the lv B will base its
future spot spending estimates, cover
about 10 times as many prodiK ts.
\\ hv can'l Boersl quickl) enlarge his
report, thus paving the wav for a ma-
jor organization — such as the Radio
Advertising Bureau — to convert the
figures into spending report-.'
Said Boerst to sponsor:
I Please turn to page 109 >
3 OCTOBER 1955
39
STATION ONWDIAl PROGRAM
KWKJ JOONVILlf
KWKJ
KDMO CARfHAGE
KCHI CHILLICOTHE
MkV COLUMBIA
*R.EI fARWINGTCN
KFAl FULTON
MMO HANNIBAL
KL/K JtfHHOK OT»
IxBOA KENNETf
M«A KlfUSVULE
KMMO MAX$(
KM MO
KMMO
vVV I
KXEO
KKCi
W
1370
1370
1490
1010
1400
800
900
1070
9S0
1240
830
I4S0
1300
1300
1300
[80
Music- Farm Hews
Farm Review
Music -Far* News
Man at Exchange
Man of Exchange
Music-Farm News
Music-Form New?
kews-Morkets
Gail Sank
Man at Eichonqe
Music -Form News
Man at Exchange
War xe^- News. .Vuwrt*
Mon at Exchange
CWCaSOn-Form Wsitc
Local News
Man at the Mill
County Agent
Wi/sic-Stwp Shop
to-Ag Teocher
Weather
Wusic-fijMn ve^5
TIME
12:05 P.M.
7:30 A.M. Sat.
6:»5 A.M.
12:30 P.M.
COO P.M.
12:00 Neon
12=50 P.M.
I2:4S P.M.
12:30 P.M.
'145 A.M.
12=30 P.M.
I2'45 p.M
12:00 Moon
12:15 P.M.
12=50 P.M.
5:00 P.M
12=30 PM
1 SS A V
7.-4S a v
6-'30 AV
8-55 A^
- :o p.m
'^5 A.M.
N4S A,
15 A
MFA STAFF WORKED OVERTIME FILLING 13,000 ALMANAC REQL'ES TS PRODUCED BY ITS 50 DAILY RADIO SHOWS IN FOUR STATES
Farm radio helps up
insurance sales TM
MFA Mutual Insurance Co. goes to grass roots
with §250,000 radio budget, increases policies
from 88,000 to 330.000 in five years' time
40
J^ rlmen who are "from Missouri"
might listen to the story two typical
Midwestern radio listeners, Mr. and
Mrs. Oliver Howard of New London.
Mo., have to tell. They'd been teach-
ing their five-year-old to say grace
at the table. The Howards are loyal
li-teners to the Missouri Farmer? \-
sociation dailv 15-minute noontime
news show on KHMO. Hannibal. And
here's the result :
Said son Bert at the dinner table
one day, "• . . and bless too our use
of this food, anolher service of the
MFA Mutual Insurance Co."
MFA — the Missouri Farmers Asso-
ciation— has had this major problem
as one of the country's largest farmer
organization : How to sell farmers on
more than a dozen products and ser-
vices (from insurance to fertilizer!
that its various divisions provide,
without splitting a medium-size bud-
get into too many molecules.
"About 10 years ago we discovered
that we could get to the farmer most
SPONSOR
i
cheapl) and mosl often with radio,
Judd W yatt, Ml \ Vlutual Insurance
i , tlire '"i "I advertising, told
sponsor. "The powei "I those little
ole radio stations up there is prett)
The Mutual Insui an* e Co. has lmi ■
Dered measurable results I i k<- these
from it- use ol radio:
Premiums during the past li\>' \ ears
have grown from less than v"> million
in 1950 to §13 million in 1954. I he
number of policies lias increased some
. from .".."..(Mill in 195 130.-
000 last \ear.
"It's prett) difficult for us to relate
oui advertising to even part "I our
nization." W'witt explain-. "We've
more than 250 local Fxi hanges
i retail outlets i and such major units
i- Ml \ Plant Foods Division, Seed
l)i\ ision. I ire Di\ ision, Produce
Plants, Dain Plant-. Soybean Mill.
1 eed Mills and otln-r-. \\ e can't al-
ways tell whether our advertising's
right, hut if something's wrong with
il we hear soon enough from our 600
■gents or 2">(> Exchange managers."
["he formula that MFA hit upon 10
years ago and which has been enlarged
upon as the budget has grown to near-
ly $1 million has received a maximum
ol praise and minimum ol gripes from
the various components of MFA:
1. Extensive use <>i local radio
Currentl) Ml-" \ sponsors one or more
programs dail) on 19 stations, t"i ■ >
total "i iit.nK "iii dail) bn
I hese progi ama i rail 10 and
I 3 minute -how - ol a publii
ii iture aimed -i fai mei -. such
weather* ists, market n ;wa edu itional
farming information, some music like
\\ estei n, billbilh and populai din
llovi MFA soils ils products.
scr\ ices on I hi' air:
M I- \ M iin.il In-iii. on i I
... ! [ts radio strati gj 10 years
has i "in Lnuousl] upped ii-
budgel in proportion to results,
\li \ buj - one oi mori dail]
Ben ice programs on loi -il -ia-
ii ms, slots them in i" ak farmei
listening time, ties in i on n iaJ
uiih dail) farm events and k< eps
announcers pitching haul.
at farm audiences. ^pproximatel)
one-fourth of the budget i- devoted to
radio.
2. Increasing use of tv During the
past half year. MFA lias sponsored
five-minute weathercasts and minute
announcement- on seven Missouri sta-
tions, intends to up the lineup to a
do/eu stations before end.
Pei iodi< all) , thi n bu) - I
foi it- ow n I < .iii.l .ii minute ed
.1 I. ii mi him-, on bui h buI
best uses i"i fertilize) , I he h
penditures I si t"t d ail spendii
one-third "i more "I the o\ ei -all
vertising bud
Print advertising m newspa\
iiml special farm mai o I
■ iiri.it i • • 1 1 b iween the
.in .mil print advertising, with men-
tion "i gpe< i.d Ml \ -pon-,, red pro-
ning made iii the newspapei ads.
Further, Ml \ publishes the Missouri
I m mei . the M I \ offii ial publii ation
u hich goes into more than I »5
faun homes. I his publii ation is put
out in Ml \ - own pi inting plant
Pi mi medi i take- up another thud oi
the budget.
I. Special sales meetings, promo-
tions and direct mail push Since
main ex< hange man igei - and agents
i , ,iii.t cosl ol Bales meetings as
ol their advertising i osts, it is diffi-
<ut to estimate Ml \ - ad budget exa< t-
l\. Approximately one-third of over-
all expenditures are allocated to direct
mail, -pi' ial promotions, meetings,
no\ elties.
\\\att sums up the rea-on- behind
\l I \- use ol the air media this «,n :
i|i to sell our products ami sen
(2) to acquaint farmers and con-
i ['lease I urn In /><
Typical of MFA's "grass roots" ra,li>> approach i- Kl-Kl "Man at
the Exchange" «itli announcer Brooks (1.), exchange m-r. Zaneis.
MFA exhibits, like one from State Fair, below, tie in with radio ad-
vertising. This 17-fool map lists stations carrying MF \ programing
3 OCTOBER 1955
41
_-^a
r
« V \
«.#0
>H
;j
L""»H 1 ■••till "
What 26 .««•<•/.* of <»• did for /IAH
Tv advertising alone, at a $12,500 cost for
the entire 26-week announcement campaign,
increased B&M brown bread distribution
and brought all B&M test products a total
98% sales increase over the comparable 26
weeks of 1954. It did this job without
support of any other media and without
price inducements or special deals with
the trade. Tv advertising was effective
in the face of two major problems: (1) a
high-priced product, (2 1 a product with
minimal sales in the market previously.
Interesting angle: the two-months carry-
over of advertising impact upon sales
How long can B&M coast
uphill after its tv campaign ?
In second month after tv, sales were 128% over same period last yeai
M n the second month after Burnham
& Morrill's 26-week test tv campaign
came to an end, sales in the Green Bay
area ran 128% over the same month
last year. This gain, attributed by the
broker on the spot in the area to the
carry-over effect of B&M's six-months
tv campaign, is higher than the 989?
gain during the campaign itself. (See
charts on page at right.)
Does this mean that any advertiser
who achieves strong impact with a
campaign can drop it and then coast
uphill? The sad experience of many
who've tried indicates that an eventual
decline is inevitable. But the unique
marketing background of B&M in the
Green Bay area may give the product
unusually long-lasting results from its
tv campaign.
42
The B&M oven-baked beans and
brown bread products had been dis-
tributed in the Green Bay area for
many years before the company turned
to a tv test campaign. Despite near-
100% distribution of the beans, sales
had always been low because (1) the
B&M beans are the most expensive in
the market and ( 2 I their use was re-
stricted to a small group of consumers
willing to pay more for the New Eng-
land baked-in-molasses flavor.
The conipam thought of its con-
sumers in the market in gourmet terms.
It shipped a class container shaped
like an actual bean pot into the market
rather than a large can for its 27-oz.
size on the theory that glass betokens
quality merchandise and the shape
adds novelh interest. But in markets
where B&M is sold as more of a mass-
purchase item, glass isn't considered
necessary, and cans are used there.
\\ hen the tv campaign successfully
widened the circle of B&M consumers
in the Green Bay area, the product it-
self apparently took hold with a sub-
stantial portion of families who are
continuing to buy it now. How long
this hard core will maintain its pur-
chases without advertising, neither the
broker. Otto L. Kuehn Co. of Milwau-
kee, nor Burnham & Morrill Co. execu-
tives in Portland, Me., can predict.
(SPONSOR will attempt to provide the
statistical answer in another report sev-
eral months hence.)
The B&M test of television repre-
sented the company's first substantial
use of the medium. Its schedule con-
SPONSOR
-i, ,1 of -i\ announcements tveekl) on
BAY-TV, Green Bay, at a « oal oJ
0 for ili<- 26-week campaign.
NM was putting i\ through an .1. id
>i in i.iic 11I it- most unproductive
arkets. Ii- com lusion aftei the teal
.is thai results were unbelievabl)
mil. It plans mi imi liate use of
lex ision, howe\ ei . prefei 1 ing in move
..wl\ before setting tele> ision plans.
in- firm's approximatel} $250,000
udgel must Ik- spread < arcfulh over a
ational distribution pattern, ami
,M- feeling, ami the feeling of it-
ciu\. John (!. Dowd ol Boston ami
en \ "rk. at the moment i- that I . » \\ -
ist means of using the medium will
.ive tn be worked mil carefully. The
im|>an\ can't afford In shoot too
null of il- budget in only a leu mar-
ls despite the results it is sure can
. achieved from t\. sponsok will <on-
nue to report on the company's think-
ig a- it- plans evolve.
l'lie 1k\M t\ test, reported openly in
if pages i'l SPONSOR, is believed to
e the first media test ever to he cov-
red in a trade paper while it was
iking place. Many reader- have sug-
ested that sponsor recap the high
oints of the test in digest form. So
era, week-by-week, is a summary of
te B&M t\ te-t as it happened.
B&M SALES 2M) MONTH Ml IK KM) OF IN TEST
(2i) iuguat-17 September 1954 >-. L955)
S.lrt t, .
II W
KM n. It)}
It))
H IMI
iRE v \ (50-mi!c mrim- ,,(
Green
Baj |
I. M iNITOWOC, u IS
in
-><>
IS
25
0
0
2. OSHKOSH, 11 /^
0
10
n
0
11
0
3. IPPLETON, ills
230
11
125
0
10
t. (.1111 1 1 , II is
0
in
i)
SO
0
20
r,. (.HI 1 \ I! I) . WIS
100
15
17",
50
(>. Ml SOMINEE, MK II
ion
0
0
0
JO
0
TOTALS \
l. '1 1
loll
375
10
AREA H (50-100 mil.- radhu <>f Green Bsj 1
7. FOND DU LA< . II Is
8. STFVENS POIS 7 . WIS.
9. WAX S II . WIS.
10. NORWAY, Mil II
11. SHEBOYG l\. II IS.
12. WIS. RAPIDS, WIS.
80
50
0
0
0
0
0
20
50
40
90
0
0
0
0
0
0
0
0
0
300
0
350
0
0
100
80
10
40
0
20
30
0
10
0
0
0
TOTALS B
21 11 1
130
'« 1
180
0
20
TOTALS A and It
620
890
150
8.-,r,
1(10
'reparations (7 Februar) 1955
PONSOR) : Over two \ears of meetings
receded B&M's -ivmonth tv test. It
cgan in spring 1952 when sponsok
ditor-Publisher Norman R. Glenn
lentioned to Haydn Evans, general
anager of WBAY-TV, Green Bay,
i is., that sponsor's ambition had al-
i\- been to cover a campaign as it
appened. Within a few months. Equ-
alled sponsor, suggesting the name of
n advertiser willing to cooperate and
n an ideal position to do so. Time
lapsed while station and client nego-
ated about release of sales figures,
nd finally, toward the end of 1954,
V. G. Xorthiiraves. advertising man-
of Burnham i Morrill, agreed on
n open test.
B&M provided sponsor with sales
-ure- for Green Bay and the area
■ ithin a 100-mile radius on an exclu-
de basis. The firm considered the
uirket a relativeh low -volume one,
ad used virtually no previous adver-
ting in the area, and chalked up an-
nal wholesale volume of merelj $54,-
•00 in IT, 1 f,„- i(. beans ami B&M
Town bread.
1 Please turn to page 106)
B&M SALES THROUGH E\D OF 26-WEEK TV TEST
(1 Jan.-22 July 1954 vs. 1955)
18 «.
::
n.
brr
1954
• n bread
brown bread at wholesale levelt
1954
vs. 1955
1954
n. 1955
It 1955
AREA A (30-mile radius
of Green Bay)
7. .MANITOWAC, WIS.
290
520
230
130
0
1 1 1
2. OSHKOSH, WIS.
380
610
155
2<»1
10
120
3. APPLETON, WIS.
800
2,126
805
1,112
250
1 .000
4. GIU.ETT, WIS.
240
470
270
5 10
20
160
5. GREEN BAY, WIS.
1.910
3.830
1,640
2.700
mi
1.170
6. MENOMINEE, Midi.
270
600
0
95
60
130
TOTALS A
"..<)_,D
8,156
5.171
2.001
AREA B (50-100 mile radius of Green Baj I
$a 7'
FOND DV LAC, WIS.
160
320
115
205
0
30
vm «.
STE} ENS POINT, WIS.
490
796
585
10
180
Wl 9-
WAl SAl . WIS.
480
6 10
110
177
20
70
i9 JO.
NORWAY. MICH.
410
(.50
7 75
in
1 50
rfcl 1L
SHEBOYGAN. WIS.
405
810
338
590
80
170
We i2*
WIS. RAPIDS. WIS.
17o
220
128
0
30
1
TOTALS B
_\ 1 1 5
3. 136
2.100
630
TOTAI^S A and B
1 1,592
7.631
3.32 I
Grand total 1 Jan. -22 July 1951: 11.348 dozen ran-
Grand total 1 Jan. -22 Julj 1955: 22.5 17 dozen eana
'Television campaign began 21 Janui-
= .-*•■ .AEi
Radio commercials,
too, can entertain
Standart & O'Hearn agency says soft sell radio
builds sales better than "loud pitch"
Inspired by Noble-Dury Assoeiates, discussion of entertaining tv commercials
in the 25 July issue of sponsor, Standart and O'Hern Advertising analyzes the
effects of amusing commercials on radio, gives several enlightening examples
of its soft-sell radio copy, its merchandisability and sales results it produces
*
WW e at Standart and O'Hern Ad-
vertising Agency read with consider-
able interest the article "Can commer-
cials entertain and sell," the success
story of Noble-Dury Associates of
Nashville (sponsor, 25 July 1955,
page 30).
Where Noble-Dury has leaned more
strongly toward tv as a medium, we
have used radio as our "work horse."
And the very nature of our radio ap-
proach has made it easy to carry the
campaigns over into tv, newspapers
and point-of-sale material.
While we have had a number of
successful campaigns in which radio
commercials entertained the listener
and gave him a subtle (or not so
subtle I sales message, there are two
campaigns in particular that solved
highly difficult problems:
One of our clients is Berbiglia. a
liquor store chain in Kansas City, Mo.
Like liquor dealers everywhere, Ber-
biglia could not mention his line of
products, as such, on radio or tv.
i What's more, a local ordinance does
not allow mentioning liquor prices in
any printed media.) So, our problem
then was to sell Berbiglia, generally.
in such a way that people would de-
velop a friendly feeling toward their
nearby Berbiglia store.
Our solution was to create a radio
campaign that would sell Berbiglia
as the home of hospitality . . . and our
thinking was that hospitality and the
Old South go hand in hand. We de-
cided that Berbiglia would handle
onlv "the pride of the Confederacy" —
only the best of everything. Berbidia
was officiallv declared Southern terri-
tory, "strictly for rebels." But who
would do our job of telling the storv?
We decided to create two friendly
personalities — characters who would
stress the high quality and low prices
at Berbiglia. They had to be likable,
perhaps even humorous. Because we
believe that when all things are equal
Dramatic skit commercials on radio are not only easy to merchan-
dise, says Standart and O'Hern, but they're easy to translate to tv,
like the two illustrated below. Both soft-sell commercials used high-
ly identifiable characters; the Southern belle (1.) who says " a Ber-
biglia likker stoah is always neah," and Gertrude and Claude (r.)
who "went out for Muehlebach Beer — 'it sure does break the ice'."
44
SPONSOR
price, qualit) and ease ol pun haae
people buy I > the person 01
store the) like best.
g0 We buill our emotive i ampaign
,,,,,,1,1,1 two lovable Southern char-
acters, I il) Belle and Stonewall, who
would tell all about the Southern bos-
pitalit) i" be found at Berbiglia.
l.iK Belle is a young girl from the
Old South, full ol the Southern love
l,,i courtesj and tradition. Stonewall
il .1 Southern colonel. He In- an
exaggerated drawl and uses quainl ex-
pressions 9uch as, "Shades "I Jeffer-
Bon Davis" and Busl mah Southern
suspender buttons!" He has a deep
affection foi the South and a haught)
in for 1 ankees.
Here is one of the radio commer-
cials, featuring Lil) Belle and Stone-
wall, thai will give j ou an idea ol our
uc neral approach :
Ml SIC: Fast, Southern music.
STONl H ILL: Shades of Jefferson
Davis, W hat a catastrophe! W hatevah
am ah goin' to do?
/.//.) BELLE: Stonewall, deah, Btop
tearin' youah curl) locks from youah
noble Southern brow, and tell me
what's troublin' you all.
STONEU III.: It's the Boll Weevils,
gal. The) came a chompin' and
gnawin' theah wa) crost the South
and ate up ever) bit of the cotton
crop. It'll be mah ruin.
/.//.) BELLE: But StonewalL You
all didn't plant no cotton. 1 ou got a
tobacco plantation.
STONEU ILL: I know it. gal. Un't
it terrible. Heah I sit with all thai
tobacco to harvest, while them luck)
cotton plantahs got free time to go
to Berbiglia.
/.//.) BELLE: But you'll be the
Wealthiest man in the South when you
bahvest youah tobacco.
STONEU ALL: Gal, 1 don't need all
that mone) with them low prices at
Berbiglia.
LILY BELLE: Stonewall, deah. \
Berbiglia stoah is always neah. You
all can hahvest youah tobacco an" still
go to Berbiglia.
STONEU ILL: Well, crumble mah
tobacco leaves and call me smokey,
gal, I believe youah right. Come on.
Let* sasha\ ovah to Berbiglia foah
the best.
Result of campaign: The Berbiglia
liquor stores increased sales one mil-
1 Please turn to page 103)
3 OCTOBER 1955
I Mil \\ I II vim VI I it -I I in GOES o\ I II ■Mil. I l\l 1 ■■ M VII U I I II \l( I \l I ROBERTS
"MR. FIXIT" FIXES UTILITY'S P.R.
Five-minute "Mr. Fixit" tv strip solved vexing problem of high
cost tv time for Philadelphia Cas Works, builds public relations
-»r» supper-time .-how reaches over a million homes .1 week f"i the
Philadelphia Gas Work-, and uses a distinctive low-cosl formal to do
so. The high cost ol t\ combined with beav) network usage ol prime.
evening time had almosl barred the utility from t\ though it bad used
the medium as earl) as 1948.
Earl Selbj and Mr. Fixit i- telecast from (>:_>_> to 6:30 Mfonda) through
Frida\ over \VC\I -TV. Selb\. a eolutnnisl for the Philadelphia I
ning Bulletin, had introduced the Mr. Ii\il characterization in his "In
Our Town" column to help reader- with a variet) of problems, fne
types ol things he's solved in both bis new-paper column and t\ -how
have included: advising a man with bats in his -butter-: finding a tbrift
-bop selling formal- foi $3; locating a shoe store thai sto ks odd-sized
ladies shoes in fashionable models.
Selb\ opens the show wearing a headpiece thai lip- his audience t"
the sub j eel he is going to discuss. To date these have included .1
lumberman's cap. a fashionable lad) - hal and (see above) even an
Indian headdress. Letter- from viewers are discussed on the air and
Selb\ answers ever) piece of mail either on television or with a note
re erring the writer to anoth ■! possil le sour< ■ ol help. l*he interest this
-bow has received i- demonstrated in two ways.
First, it had an average weekl) cumulative Mill rating of 52.9 in
Vugust, each week reaching 1,107,187 homes with a total of nearly
three million viewer impressions. With time, talent and production
costs amounting ti> 12,000 a week, the cost-per-1,000 - 5.67.
Second, as a sales vehicle, the show is even a greater l>",,n to the
Gas Works. Varied gas appliance manufacturers -
the -bow mi a co-op basis, often with splendid sales - \
sales benefil the Philadelphia Gas Works through additional consump-
tion and -crviie brought about b) l!i< new gas appliance installation.
Hea\ v mail < up to ">iMI pieces each week), good ratings and proven
high product identification have convinced the utilitv and the W. 5.
Robert- Advertising agency the show can sell ".a- and goodwill. * * *
45
How to sell on tv when j
yon can't show the package
Japanese erahmeat made product so intriguing, women would seek it out
j[ ou want to advertise a food
product that's high-priced compared to
competition. This product is actually
made by several competing firms, and
therefore packaged under different
brand names. You've got to show re-
sults within three months, and on a
skimpy first-round budget."
If this problem appeared on a post-
graduate advertising exam, a number
of young hopefuls might cheerfully
turn to carpentry or plumbing. But
the Japan Canned Crabmeat Sales Co.
solved just such a problem.
This manufacturers' association took
a $60,000 budget and with use of day-
time tv achieved as much as 40%
sales increases in its tv markets.
Essentially, this is the situation the
agency, Gotham-Vladimir, faced back
in June 1955 when the crabmeat asso-
ciation joined the shop:
1. Here was a trade organization
composed of four members who are
highly competitive with each other for
food broker business and food store
retail outlets. But each company real-
ized that its own ends would be fur-
thered by greater U.S. demand for the
imported crabmeat as such.
2. There's no trademark for Japa-
nese King Crabmeat. The only uni-
fying factor on any of these competi-
tively packaged brands of crabmeat
was the tiny five-point type announc-
ing "Packaged in Japan" or "Product
of Japan." It's difficult to make con-
sumers aware of such small-print in-
scriptions, especially since women
shopping for foods are strictly brand-
conscious.
3. Another difficulty stemmed from
the fact that Japan itself had for years
played down the "Made in Japan"
label because of its political unpopu-
larity. In fact, years before World
War II, the Japanese had gone so far
46
Homemaker shows like WPTZ, Philadelphia's "Pots, Pans and Personalities" with Mary
Wilson (above) provided highly merchandisable vehicles for Japanese King Crabmeat in
the five markets Gotham-Vladimir ran crabmeat recipe contest, got up to 40% sales boost
as to name a small Japanese island
"USA," in order to label products
for export "Made in USA."
4. King crabmeat, undeniably, is
expensive for a mass item. It retails
at about SI. 00 a can, when many other
competitive seafoods can be had at
virtually two-thirds the price (if you'll
take tuna or shrimp instead of crab-
meat, that is).
5. Crabmeat has to be sold as the
quality product and high-priced food
SPONSOR
it i~. However, Japan baa long been
associated with < heap-production an. I
imitation-manufactured goods.
AniK Vladimir, agencj radio-ft
plan- director, faced two more obstacles
in ti y ing to hatch air media strateg) :
I 1 | need to work t [ n i« k 1 \ to get OH
the air during the big summer season;
(2) tack of distribution, Bales and
consumer research information.
I some degree the agenc] was
forced to work in the dark. Briefly,
■i« v executives reviewed the ob-
jectives of the lii-t 13-week campaign:
increased distribution, creating de-
mand for a high-priced product, mak-
ing various area- Japanese King erab-
meat-conscious.
Trade magazine advertising was a
must for stimulating interest in the
trade. However, with tin' portion oi
the budge) left over for direct con-
sumer selling, the agenc) decided to
go into t\ and some print advertising.
i $23,000 of the total budget.
On first attempt, Gotham- Vladimir
got stuck in a blind alle\ because of a
competitive problem. I he agenc]
wanted to bu) into Garroway's Today,
but a tunafish sponsor put an end to
that thought. The thought of spot t\
arose, ami appealed because of limited
funds. Besides, the agency did not
have sales and distribution informa-
tion for the entire country. Gotham-
\ ladimir, in conjunction with members
of the Japanese Canned King Crab-
meat Sales Co. decided upon these Big
Five market-: New 1^ ork. Boston.
Philadelphia. Baltimore and Chicago.
.Solution: Vladimir noodled the prob-
lem, discussed it with agency brass in-
cluding president and account super-
visor Irwin \ ladimir. Neil Bourke.
a c. and Seymour Kagen, timebuyer.
Resulting decision: highly merchan-
disable participations in women's cook-
ing shows in the selected market-.
The meager budget was allocated in
each cit) according to the sales of
crabmeat in the area up to that time:
In New ^ ork it was decided to go on
the air four days a week, in Boston
twice a week, and in Baltimore. Phila-
delphia and Chicago one time a week.
"We felt the product needed demon-
stration." sa\s Andy Vladimir. "So,
we looked in sponsor's Buyers' Guide
to Station Programing and searched
out the tv stations in the five markets
we'd chosen that had a large home-
making schedule and which were
3 OCTOBER 1955
equipped w ith opei at ing kitchen ■ •
\- ,i result oi the stud) . the agent \
i hose \\ l.'i \ I \. New York; \\ BZ
TV, Boston; Wl'l/. Philadelphia;
\\B \I.T\. Baltim ; vTBKB, I hi
cago.
"\\ e then (.died in the i i|i- o| lln-e
five stations individually," Bays agen< )
a/e, Ned Rourke. "We explained ouj
problem, Bought recommendations."
Evidence: One problem was thai the
client i- a< tualK in Japan and tangible
evidence of the campaign bid to In-
presented in a form that could be -cut
to Japan. In other words, the stations
were a-ked to pn>\ ide extra merchan-
dising cooperation despite the -mall
television budget.
In chosing five -how- in which to
bin participation-, the agenC) also
considered factors beyond merchan-
disability. \ high rating was impor-
tant, of course, but so were program
content and audience. Crabmeat, after
all, is a rather specialized item, and
would be more likely to appeal to
women in the higher-income bracket
who are interested in gourmet cooking.
On the basis of these considerations,
Gotham-Vladimir chose WBCA-TV's
Herb Sheldon Show, \\ BZ-TV's Swan
Boat Show, WTTZ's Pots Pans and
Personalities, \\ \\ \\.-\ \ - Homemaker
Institute. WBKB's Creative Cookery.
Nexl the agency called in the various
stations' promotion managers to dis-
cuss merchandising plans. First re-
quirement: To cut a disk of the com-
mercials (delivered live by the person-
alities in close proximity to a crab-
meat display ) .
All print advertising used in each
market was scheduled to coincide with
the tv campaign and mentioned the
cooking show the crabmeat was on.
Still not content that every penny's
worth had been squeezed out of the
meager tv budget, the agency also de-
cided on a write-in campaign to be
announced on tv. The mail pull was
to be used to gauge how women wen-
using crabmeat, what their favorite
crabmeat recipes were and to stimulate
interest in the product and the pro-
gram. Four out of five station- agreed
to run a contest offering a premium
i a set of -i\ individual glass crabmeat
baking shells i to women who sent in
the best recipes.
The stations all came up with their
own merchandising packages as well,
i Please turn to page 92
PROBLEM:
Sei/iiM/
proline! n »i «•/.-« «/»'*( Milder
t'WrlOMI hrtnnl ihiiih'x
i 1 1 ; ■ , t . • ■ . King Cral
nark, uniform
nboL I be only
to identify the prodtn
through i small print innonni i
'•n cai "M id) in Japan."
2. King I itivelj
expensive f I t >r . .< i 1 1 < i for thi
market b retail* at about |1
can, though competitive -'-af I-
like Bhrimp, tuna can be bought for
two-thirds "f King crabmeat'i price.
'>. I he Japan < anned ' xabmeal
Sales Co. provided a liny initial
budget, virtual!) do distribution,
consumer oi Bales inform itiorj
ly bf-cau-i- ili'- home office i- in
Tokyo, and the members an- ri\jl-.
SOLUTION:
l se
demonstrations on wamen'M
ilnijiiiii'' television shows
1. The agency picked homemakei
-how- w it li substantial women's au-
iblj in high-income
brai kets, and had thi >nali-
ties of each -how demon-trate prep-
aration of crabmeat dishes <>n air.
2. Copy counteracted high price of
item with snob-appeal -
Stressing that crabmeat m
dinner* "whin you're expecting
company." On tv. crabmeat di-hes
were often shown in fancy Bettings.
3. Gotham-Vladimir used write-in
contests that tied in with the prod-
□test for best crab-
meat reap were rewarded
with weekly pr; - of baking
dishes for serving crabmeat meal-.
47
n forum on questions of current interest
to air advertisers and their agencies
\\ hat would you advise tv and radio sponsors whose
products you sell in your store
ASKED
OF RETAIL
DRUGGISTS
DOVT OUTSELL OUR SUPPLY
• My onl\ objection to tv is that
ii sometimes outsells the supply. There
was a product on the market here a
while ago that was advertised on tv.
\\ c stocked it and sales were good.
Then suddenly, with the demand still
high, and the campaign going good,
the product was no longer available to
us. We were out on a limb and.
naturally, we don't want that to hap-
pen to us again.
If I didn't have a particular item
in the store and I heard it was going
to be advertised on tv, I'd stock it. I
would want to make sure that the ad-
vertiser was going to continue backing
the show on tv and really push it. If
he'd do so, we'd sell it as hard as we
possibly could.
Some products sell very well up
here because of their radio and tv ad-
vertising. Colgate-Palmolive is one
product line that I can think of off-
hand. The products have been moving
steadily and I think it's due to the tv
show they sponsor. Some products
like Revlon are difficult to keep up
with at all, they sell so fast.
Geritol is a big seller too. If every-
thing sold as well as Geritol, we'd be
\cr\ happy. We also push sales with
ADVICE FROM THE SELLERS
East Coast retail druggists tell
sponsors of their experiences selling
drug and cosmetic products, list
pitfalls from their own local views
point-of-sale merchandising. At the
moment we have a display at the cash
register plugging Toni home perma-
nents. Next week it'll be another prod-
uct, but one that we think will show
a good sales record. That probably
means one that is advertised on tv.
Anthony Zanfagna
Play stead Pharmacy
Latcrence, Mass.
WHY HAVE SO MAISY BRANDS?
• There are so many products ad-
vertised on radio and tv todav that
we'd need a tremendous stock on hand
to carry all of the products available.
I know that many manufacturers in
the soap industry have competitive
brands on the market. This mav be
fine with them as they gain a larger
share of the market, but we have to
carry each one, and that takes up shelf
space that could be used to cam an-
other product. The soap companies
are not the only ones who do this,
though: the cosmetic makers have a
similar system for upping sales of
their products.
If the manufacturers don't halt this
trend, we may be up against it. We
can not hope to handle all the products
out, and they add to our burden by
such practices. They ought to concen-
trate on selling one item in each line
and sell it solidlv.
Some products do sell well, however,
as a result of their advertising on tv.
Revlon is one of the most outstanding
in this regard. Women come in here
all the time sold on one particular
product or another.
We couldn't change their minds
even if we wanted to. This works out
well for us. as we prefer to sell the
dependable brand name items because
we know the manufacturers will stand
behind us and the product. A situa-
tion of this sort is important to us as
we are a local store with a more per-
sonal relationship with our customers
than anv of the cut-rate stores have.
Joseph Seidman
Bersil Apothornrr
Neic York City
RETAIL DRUG STORES BELOW (COURTESY AMERICAS DRICG1ST) ARE AMONG THOSE GIVING VIEWS OF TVS AND RADIOS EFFECTIVENESS
48
SPONSOR
SET IHsTKIIll TIOIS Ol l< hi >
0 i Ine bi • problem thai we have
encountered was brought about by t\.
\\ i had man) n • requests l"i Pink
I. e lipstick than we i ould 611. There
u.i> no %v .1 \ i" keep up with the <!<•-
i, ,in,l thai arose aftei the product \\ .i -
shown on telev ision. I he sponsoi
should have made sure of his distribu-
tion before he pul .ill of the money
into ;i j »r< >itn >t i . >n getting people to try
to buj a product thai we local stores
i ould not sell.
\\ . ha\ e a supei market laj out in
our store, so we don't use much of
the point-of-sale display material thai
i- riven to us. I'd rather see the money
spent on this come to us dealers in a
highei margin of profit per unit sold.
Charles Vntell was a good example.
though, of a brand that wenl well for
u>. People believed the me>sages they
heard and saw, and they came in and
bought the product steadily for a long
while. I think the demonstrations con-
vinced a lot of people because they
actually saw the product in use.
( atherine Bretler
liri'ilrr's Pharmacy
Washington, I). (..
Ol HIT) U\ES SELL BEST
• We are a real drug store. You
won't find beach halls, waffle irons or
■ igars sold in our store. There are four
pharmacists here, and we do a large
prescription business in this higher
income neighborhood. Our customers
come from as far as seven miles away
because they like the service we give
and the products we sell.
Being trom a higher income group,
the people are willing to pay a little
more for the quality goods, which are
often the better brands. We don't like
to tr\ to sell the poorly known, high
mark-up items. Naturally most of the
items we sell are advertised on tv. and
we give them some display space in the
Store, and on counters by the cash
register.
Stoppette deodorant has always been
a big seller here, and I think that the
11 lull's M\ I, in,- -how has a lot to do
with its popularih. We also sell main
loni home permanents. and the) sell
plenty because of their tv show. Most
customers like to get the brands
they've seen demonstrated on t\. be-
cause they believe what they have seen.
i Please turn to page "Hi
4*
44, /KM J<7&- AWL QZ Ztif/fL S&ti&C- 471 Jmuzcuul.
Aavt ZMfpaoducZ. o&rJ* <pt jhpMvi Jot /Z&WzcL f
sdaajobt amaze, aAo€& - - aou //larrm ^c.
&OZ. JWl oottuML WfBL sdhy. on /xtiwdicT*
Central New York's FIRST Radio Station
3 OCTOBER 1955
49
I
If IB
.1 iij UJlLJ 1
.LSI nniii if
Chart covers half-hour syndicated
Past*
raafc
m
a
"ana
Top 10 shows in 10 or more markets
Period 1-7 August 7955
TITLE. 8YNDICAT0R. PRODUCER. SHOW TYPE
Averaia
rating
7-STATI0N
MARKET8
5-STATION
MARKETS
4-STATION MARKETS
Ball
•
mm
N.Y. LA.
Boston
Mnplv
S. Fran
Seattle-
Atlanta Chicago Detroit Taeoma Wash.
■■
1
I
I Led Three Lives, Ziv (M)
19.3
5.2 74.7
warb-tV kttv
10:00pm 8:30pm
27.2
wnac-tv
7:00pm
78.9
kstp-tv
8:30pm
7 7.4
krt>n-tv
10:30pm
7 7.9 73.5 20.0 75.0 75.9
wsb-tv wgn-tv wjbk-tv ktnf-tv tvrc-tv
10:30pm 9:30pm 9:30pm 9:00pm 10:30pa
73.:
wbal-
10:30p
70.:
wmal-
10 30p
77.;
wbal •
2
3
Passport to Danger, ABC Film, Hal Roach (A)
18.8
5.4
kcop
8:00pm
8.5
keyd-tv
7:30pm
7 7.4
kron-tv
10:30pm
72.6
klng-tv
8:30pm
3
4
Mr. District Attorney, Ziv (M)
17.1
4.7 I 1.7
wbac-tv knit
9:30pm 10:00pm
28.9
wnac-tr
10:30pm
22.0
kstp-tv
9:30pm
78.9
kron-tv
10:30pm
74.5 9.5 74.3 78.6 6.4
waga-tv wbkb wwj-tv klng-tv wmal-M
10:00pm 9:30pm 9:30pm 9:00pm 10:30pn
4
2
Badge 714, NBC Film (D)
16.9
73.2
kttv
7:30pm
75.2
wnac-tv
6:30pm
75.0
kstp-tv
9:30pm
20.0
kpix
9:00pm
72.4 22.5 79.0 73.4
wgn-tv wwj-tv king tv wrc-tv
8:00pm 10:00pm 9:30pm 7:00pm
5
5
Man Behind the Badge, MCA-TV Film (M)
15.8
6.7 4.7
wcbs-tv kttv
6:30pm 9:00pm
27.9
wnac-tv
10:30pm
74.3 9.5
wjbk-tv wmal-t?
9:30pm 10:00pm
6
6
City Detective, MCA, Revue Prod. (M)
15.5
6.9
wpix
9:30pm
8.5
wbz-tv
11:15pm
75.4
kstp-tv
8:30pm
78.7
kron-tv
10:00pm
74.2 6.3 76.4 6.9
wsb-tv cklw-tv king tv wmal-tv
9:30pm 10:30pm 8:30pm 9:00pm
mj
7
7
Waterfront, MCA Roland Reed (A)
14.3
4.7 75.7
wabd kttv
7:30pm 7:30pm
74.4
wnac-tv
7:00pm
7.9
keyd-tv
7:00pm
20.9
kron-tv
8:30pm
73.2 73.4 74.4 72.9
waga-tv wxyz-tv komo-tv wtop-tv
9:30pm 10:00pm 7:30pm 10:30pm
72.<
wmar
10:30p
'
9
Racket Squad, ABC Film, Showcase (D)
13.7
3.3 5.7
wabv-tv kttv
10:30pm 11:15pm
74.0
10:30pm
kstp-tv
76.5 72.9 72.6
wsb-tv wgn-tv klng-tv
10:00pm 8:30pm 9:00pm
8
8
Stories of the Century, Hollywood Tv (D)
13.7
3.9 72.6
wcbs-tv kttv
5:00pm 9:00pm
9.9
wnac-tv
6:00pm
7.5
wtcn-tv
4:00pm
2.3
kovr
7:00pm
7.5 8.2
wbkb wtop-tv
9:00pm 7:00pm
10
9
Eddie Cantor, Ziv (C)
13.3
3.2 8.7
wabc-tv kttv
10:00pm 7:30pm
7 7.5
wbz-tv
10:30pm
6.7
wctn-tv
8:30pm
72.5
kron-tv
7:00pm
75.2 9.9 J3.9 7.4
wnbq wjbk-tv klng-tv wmal-tv
9:30pm 9:30pm 8:30pm 10:00pm
73.i 15 7
*'ba! 1 wr *•
: i ..■■ :
Rank
tow
p««r
rant
Top 70 shows in 4 to 9 markets
i 1
I
Life of Riley, NBC Film, Tom McKnight (C)
17.7
74.0
kttv
8:00pm
20.5
kstp-tv
9 :00pm
75.4
kpix
7:00pm
27.0
king tv
7 :30pm
2 |
2
Doug. Fairbanks Presents, ABC Films (D)
16.2
9.4 72.4
wrca-tv krca
10:30pm 10:30pm
9.0
kstp-tv
9:00pm
77.7
ktnt-tv
9:30pm
2 I
5
Guy Lombardo, MCA-TV Film, Guy Lombardo
Films Inc. (Mu)
16.2
5.7
wrea-tv
7:00pm
5.0
ckiw-tv
9:30pm
—
4 \
6
Foreign Intrigue, Sheldon Reynolds (A)
14.5
7 7.2
krca
10:00pm
75.9
wbz-tv
10:30pm
74.9
wcco-tv
S :00pm
7.8
kvor
10:00pm
4.5
wbkb
10:30pm
5 |
3
linos 'n' Andy, CBS Film (C)
14.4
4.2 9.4
wcbs-tv fcxnt
1:30pm 7:00pm
3.4
kovr
7:30pm
73.2
wwj-tv
10:00pm
6
4
Farorife Story. Ziv (D)
13.5
3.5
khj-tv
8:00pm
70.9
wnac-tv
5:30pm
7 7.4
kron-tv
7:00pm
25.0
waga-tv
9:30pm
7
Mayor of the Town, MCA-TV Film, Gross
Krasne (D)
13.2
3.2
wrea-tv
.1:15pm
5.0
keyd-tv
7 :30pm
7
7.0 73.5 77.5
wsb-tv wnba wwj-tv
2:30pm 10:00pm 10:00pm
8
10
The Whistler. CBS Film, Joel Malone (M)
13.0
5.9 75.2
wpix kttv
> :00pm 10:00pm
70.5
wbz-tv
11 :00pm
76.0
kron-tv
0:30pm
72.2 78.2
wjbk-tv king tv
10:30pm 10:00pm
9 |
8
Star and the Story, Official Films, Inc. (D)
12.5
70.9
kttv
10:00pm
7 7.0 73.7
wsb-tv klng-tv
9:30pm
9.0
ll:00pr
10 1
9
f.one Wolf. UTP, Gross-Krasne (D)
11.1
4.6
ktti I
8:30pm|
74.9
wnac-tv
10:30pm
79.2
wcco-tv
8:30pm
6.2
wttg
9:30pm
11.7
rr-f
?mT ■S5tBr?°mu) 'mLrir'TS?; <9>rom«*t<D> drama; (Doc) documentary: (K) kids;
August. While network shows ate fairly stable fr.ini one month to another in I
which they are shown, this Is true to much lesser extent with syndicated shows
be borne In mind when analyzing rating trends from one month to another in UUJ
to last month's chart. If blank, show was not rated at all In last chart or was
ly made for tv
ATION MARKETS
• Su
I Mil*.
Phil*.
8t L.
Blrta.
Chtrlrtli Oayten
ROT. Or.
i
2/9
7.5
75.0
79.5
54.0
23.3
42.5
t m
wtmi M
(30pm
wrau tv
7:00pm
k.l t>
10:00pm
mbt
Khlo tv
8 30pm
25.7
75.2
26.0
37.5
76.8
40.0
wtml ti
k«k tv
Ul.tl
; OOpo
m 80pm
•• |Opm
s
TS 5
70.2
76. 2
48.8
20.8
24.5
1 30pm
II Mpo
i bti
«i« I
9:30pm
H'llSll-tV
10 ROpn
77.2
78.7
22.3
22.0
■ rail it
: Mpn
fcsd-IT
9:30pm
wblo-lf
10:30pm
5
79.2
16 2
77.9
27.3
28.0
■;m
wtmj ii
7 OOpm
I" ]0po
k-! lv
1 tpm
nhio tv
9:30pm
7
20.4
20.4
36 3
wilt
9 00pm
ki i n
[i 30pm
a/daU tl
10:00pm
9
78.4
8.9
72.7
23.3
26.3
w\ml tv
10 90pm
wciii tv
I SOpn
k«k ti
in oOpn
uhrr tv
9:00pm
nhlo-tv
9:30pm
77.4
7 7.4
20.8
wtmJ-tT
9 30pm
k»k it
9:30pm
nhto-tT
10:15pm
4
769
20.5
57.5
t m
WTlX
9 00pm
ivabt
II SOprrj
8:30pm
4
6.0
77.7
78.3
44.8
•■ ^
7 'lOpm
kid 'i
9 30pm
irtw-d
8:30pm
8:30pm
76.5
tori tv
9:30pm
70.4
kvrk-ts
10:30pm
70.7
k - ! h
10:30piT
»5 77.8
■^•mj-tv
>Pin 11:00pm
42 5
TfllsU-tV
9:30pm
20.0
43.5
ivabt
9:00pm
wd«u-tv
9:30pm
44.8
ivbtv
9:00pm
24.5
42.5
9 00pm
Wi1«U-tV
S :30pm
40.3
Wclsulv
9 :30pm
77.8
nbrc-tv
9:30pm
*J* 3ae»lne»Uon is to number of stations In market Is Pulse's own
«™m»s number by measuring which stations are actually re-
^J* homes In the metropolitan area or a given market even though
ten mar be outside metropolitan area of the market.
A GEOGRAPHY LESSON One of a Series
THEY CAN'T FIND
WASHINGTON, D. C,
PROVIDENCE and
CAMBRIDGE in
. WASHINGTON STATE
Of all TV stations
in the fabulous
Puget Sound area,
only KTNT-TV
covers all 5* cities
in its "A" contour.
•Seoftle, Tocomo,
Everett, Bremer-
ton, Olympic*
We, out here in the vibrant northwest corner of the nation, have
gTeat respect for Washington, D. C. Providence, and Cambridge.
That's why we are using these cities to tell our story. Our story is
this: the combined population of these three cities is about 1.200,000.
And there are more than that number of people living within the
"A" Contour of KTNT-TV, the CBS television station for Puget
Sound. In addition, there are 800.000 more living outside the "A "
Contour, well within KTXT-TVs INFLUENCE AREA. And average
incomes in the Puget Sound area exceed the national average.
In Washington State. Advertise Where the PEOPLE are . . . Buy KTNT-TV
kQHtv;
CHANNEL ELEVEN
316,000 WATTS
Antenna Height
1000 FT. ABOVE SEA LEVEL
CBS Television tor Puget Sound
Represented Nationally by Weed Television
KTNT-TV TACOMA 5
The Word Gets Around. ..Buy Puget Sound1
GARAGE DOORS
SPONSOR: Wizard Manufacturing Co. AGENCY: Direcl
CAPSI ! I I W. HISTORY As a result of a single an-
nouncement at 12:45 a.m. on Jackson's Theatre, the
rd Manufacturing Co. sold 12 radio-controlled ga-
rage doors. The ninote-operated doors can be opened
and closed while the driver remains in his car. The
announcement cost $150 and brought in $3,600 in orders
Tln\ meant >2 ! in sales for every dollar spent for adver-
tising, a much higher ratio than the sponsor had experi-
enced when it had tried sponsoring a 90-minute movie
on another station.
KTT\ . Los \ngeles
PROGRAM: Jackson's theatre,
announcements
FURNITURE
SPONSOR: WG&R Furniture Co., AGENCY: Direct
CAPSULE CASE HISTORY: Not only did tv draw local
customers to the Pulaski, Wis., WG&R Furniture Co.,
but it drew viewers living 50 to 100 miles from the sta-
tion. Participations in a polka band program, the Dick
Rodgers Show, Tuesdays from 9:30 to 10:00 p.m. boosted
sales for the store and increased store traffic noticeably.
These increases in business were apparent to the manage-
ment of the furniture store after only eight weeks of their
52-week contract. Cost: $135 per week.
WMBY-TV, Green Bay, Wis.
PROGRAM: Dick Rodgers Show
CAKES
SPONSOR: Jos. \aillancourt
AGENCY: Direct
CAPSULE CASE HISTORY: Though the French-language
program Tele-Casse-Tete revolves around a puzzle, there
teas no puzzle about the sponsors results. A total of
3,500 cakes was sold at 69c each for a total time expen-
diture of $99. On Tele-Casse-Tete, the m.c. shows a
picture of a well-known personality in the form of a
jig-saw puzzle. Viewers identify the personality and send
in proof of purchase of the tv special to win a prize.
After five 15-minute shows, proof of S2.415 in sales was
submitted by contestants.
CFCM-TV, Qu
PROGR \M : Tele-Casse-Tete
HOMES
SPONSOR: Borg- Warner
AGENCY: D. A. Green
CAPSULE CASE HISTORY: Twelve houses in the /,*.
price field were sold as the result of a single one-mi te
participation in WBBM-TV's In Town Tonight. «
builder made $.350,000 in sales at no cost on the fig.
Warner's show. L. J. Gradishaw. Berwin, III. repts
"Three people ivho have their own lots came in id
wanted to build as soon as possible. Nine others ifl
build as soon as we can get them desirable locatio ."
In Town Tonight is a nighttime variety, on which I al
contractors are allowed to show their latest homes.
WBBM-TV. Chicago
PROGRAM: In Town Ton
participation
SUMMER CABINS
SPONSOR: Eufaula Sportsmans Club AGENCY: D
CAPSULE CASE HISTORY: In order to spread the n %
of available cabins and cabin sites in Eufaula, 01 ..
the Eufaula Sportsmans Club bought a one-minut<
nouncement at 10:20 p.m. Within six days of this sir'e
announcement, it sold 100 cabins, with a gross of $60.f ).
// 5//// has 200 phone calls and 60 post cards to cht'c,
but sales were so rapid that the club hadn't time to I-
low them through at the outset. The announcemen
$120, brought in $500 for each ad dollar spent.
WKY-TY, Oklahoma City
PROGRAM: Announcenv.s
BEDROOM SUITES
SPONSOR: General Department Stores AGENCY: Di t
CAPSULE CASE HISTORY: The company, operatin. I
stores in remote sections of West Virginia, had un ■
cessfully tried newspaper and radio advertising. It i
four one-minute live participations daily on WSAZ
which covers 95 T of the company's stores. After 0
days, it had sold 147 bedroom suites totaling $32,76(i/t
sales. The participations cost $296. Cost: only 0
of sales, a remarkably low figure, pointed out the 5/ -
sor's merchandise manager.
WSAZ-TY, Huntington. W. Ya.
PROGRAM: Coffee 7
participat is
MEATS
SPONSOR: I.C \. AGENCY: Dirt
CAPSULE CASE HISTORY: Many stores sell sections!
chickens in an unspectacular way, but the l.G.A. nue
up a three-legged, triple-breasted chicken and shoul
it over its Thursday night Corliss Archer show,
though not designed as a permanent line, the item ■
came so popular, some of the stores in the chain are s I
featuring the special. The chain also ran two "Ton
Pork" sales within a six-week period, boosted sales I
pork 200 and 350% respectively. I.G.A.'s yearly ct
for Corliss Archer: $8,000.
W^M T\. Wausau. Wis.
PROGRAM: Corliss An'
Sign Your Name Atop
Texas' Tallest Structure
A goofy idea? Sure, but the roster of WFAA-TV's exclusive
Texas Topper Club is already a whopper, and thousands
more will sign up during the Texas State Fair (largest in the
world, naturally).
The Result: A Lasting Bond Between The Station And Its
Viewers — Your Client's Customers. When They Think Of
TV — They'll Think First Of Channel 8.
Now your signature (on microfilm) can be placed with our
new 1 2-bay antenna 1685 ft. above average terrain. So
sign and return the coupon and we'll take care of the rest.
And just for laughs, you'll get a Texas Topper Club
membership card!
D U M O N T
TEAR OUT COUPON
RALPH NIMMONS, Station Manage
EDWARD PETRY i. CO . Nolionol
Representative
Television Service of the Dollos
Morning News
YES INDEED, add my name. Send my membership cord
fo: (Print name and address)
Write signature on bottom line.
5-10-10
3 OCTOBER 1955
53
SPOTLIGHTING OKLAHO
WOODWARD
ELK CITY
FREDERICK
||l?5W5ip*^P
TV COVERAGE/
■Bfifrr
■
SvPSB
• •
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Pleated b
7 4
Very-Knod
el
resident
he.
-GIVES YOU
A MILLION PEOPLE
1
3
] MILLION FAMILIES
4
- BILLION DOLLARS
Annual Retail Sales
If you're looking for a terrific buy
for your client (most buyers are) . . .
then buy Sunflower Network. Sun-
flower gives greater coverage at a
lower unit cost, and... one buy...
one billing means less work for
you... saves you time and the
client's money.
KANS WREN KSAL
5000 NBC
1480
5000 ABC
1250
5000 MBS
1150
KVGB KOAM KGGF
5000 NBC
1590
10,000 NBC
860
10,000 ABC
690
New developments on SPONSOR stories
See: Should you redesign your package
for color tv?
ISSIie: 21 February 1955, page 42
Subject: Getting maximum visual impact from
package on color tv and store shelf
Color tv played no small part in the designing of the new red,
white and gold Philip Morris package (see below i to step up "im-
pact, visibility and lejiibilit\ ... in black and white and color
television." The theme of the advertising in both print and tv
is "Pardon Ls While We Change Our Dress," with prett) young
things shown suiting their actions to the words. On tv three dif-
ferent models change their dresses behind a screen bearing the
old brown package design. As the screen is turned to reveal the
new package design, the girls step out in their own new attire.
Radio, though lacking the visual ability to sell the new design, is
still much in evidence in Philip Morris' promotion plans. A revised
radio schedule is in effect now using the CBS Radio Network to
"reach the nationwide nighttime audience . . . through the diverse
appeals of Bing Crosby, Tennessee Ernie and Edgar Bergen & Charlie
McCarthy." Like the campaign in other media, it began 1 October.
The full consumer campaign now is under way after first breaking
in the trade press during September. Dealers in some localities had
stocks of the new pack as early as 20 September but the campaign
was paced to begin 10 days later to avoid the embarrassment of
creating a demand that retailers could not fill. I This very lack of
adequate distribution of a product while it is being heavily adver-
tised is one of the biggest problems reported by retailers in the
current Sponsor Asks section: see page 48 for details. I
As far as the influence of color tv went on the package, O. Parker
McComas, president of Philip Morris, Inc., notes, "Color tv is loom-
ing as more and more of an important factor in our lives, and is
sure to gather momentum in the next few years. The new Philip
Morris package, with a strong image and bright color combination,
will certainly transmit better over television than our former pack-
aging." The sharpness of the design is apparent even in the black
and white photograph below. Under normal tv conditions, it is like-
ly that contrast would be on about this level.
Philip Morris' experience with the redesigned Marlboro package
introduced in January (see below) favorably impressed the com-
pany. McComas calls Marlboro's gain "an unprecedented sales in-
crease over what it had a year ago." Marlboro is now number
three among the filter-tip?, and hopes to finish the year in the top
10 among all the cigarette brands. • • •
With color tv in mind, Philip Morris followed Marlboro in successful pack change
56
SPONSOR
peter potter
alex cooper
jtm aim cfu (Ink hayrn 8
<l> m norma n
bob hope
danny kaye
spike jones
nellie lutcher
tennessee ernie ford
3 OCTOBER 1955
thanks!
from the
ki
big five
to stars with a heart
1 (
danny thomas
hollywood bowl charity show
a record breaking capacity crowd
paid $50,000 to see Mac's
gigantic annual charity event
louts armstrong buddy t bst n
' \
johnny mi
57
WCAU RADIO
50,000 watts, Philadelphia
Please send me more Information about
the WCAU saturation plan that delivers
1,128,960 adult listener Impressions for
less than a dollar per thousand.
NAME
ADDRESS.
WBBM RADIO
50,000 watts, Chicago
Please send me more information about
the WBBM saturation plan that delivers
3,994,990 adult listener impressions for
less than a dollar per thousand.
NAME—
ADDRESS.
WCCO RADIO
50,000 watts, Minneapolis-SL Paul
Please send me more information about
the WCCO saturation plan that delivers
1,668,030 adult listener impressions for
less than a dollar per thousand.
NAME
ADDRESS
WCBS RADIO
50,000 watts. New York
Please send me more Information about
the WCBS saturation plan that delivers
4,611,180 adult listener impressions for
less than a dollar per thousand.
NAME ,
ADDRESS.
KOIN RADIO
5,000 watts, Portland
Please send me more information about
the KOIN saturation plan that delivers
644,700 adult listener impressions for
less than a dollar per thousand.
NAME-
ADDRESS.
KNX RADIO
50,000 watts, Los Angeles
Please send me more information about
the KNX saturation plan that delivers
2,379,510 adult listener impressions for
less than a dollar per thousand.
NAME.
ADDRESS.
WRVA RADIO
50,000 watts, Richmond
Please send me more information about
T*!TA$aturat,on P,an ^t delivers
904.500 adult listener Impressions for
less than a dollar per thousand.
NAME.
ADDRESS.
/
WBT RADIO
50,000 watts, Charlotte
Please send me more Information about
the WBT saturation plan that delivers
2,959,740 adult listener impressions for
less than a dollar per thousand.
NAME
ADDRESS.
■■n
WMBR RADIO
5,000 watts, Jacksonville
Please send me more information about
the WMBR saturation plan that delivers
116,550 adult listener Impressions for
less than a dollar per thousand.
NAME
ADDRESS
KMOX RADIO
50,000 watts, St Louis
Please send me more Information about
the KMOX saturation plan that delivers
1,743,800 adult listener impressions for
less than a dollar per thousand.
NAME_
ADDRESS-
fe '
KCBS RADIO
50,000 watts, San Francisco
Please send me more Information about
the KCBS saturation plan that delivers
1,248,500 adult listener impressions for
less than a dollar per thousand.
NAME
ADDRESS.
KSL RADIO
50,000 watts, Salt Lake City
Please send me more information about
the KSL saturation plan that delivers
397,320 adult listener Impressions for
less than a dollar per thousand.
NAME
ADDRESS.
WTOP RADIO
50,000 watts, Washington
Please send me more Information about
the WTOP saturation plan that delivers
590,280 adult listener impressions for
less than a dollar per thousand.
NAME_ -
ADDRESS.
WEE1 RADIO
5,000 watts, Boston
Please send me more information about
the WEEI saturation plan that delivers
1,102,500 adult listener Impressions for
less than a dollar per thousand.
NAME .
ADDRESS
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W«ftiiii«t clip coupons?
Trv burning a little midnighl oil over tin- preferred list...
a list that's sure to pa\ off. Top stations, all ol them, they're
getting top results for advertisers in fourteen <>l t lie
nation's richest markets.
\inl they're getting results at an amazingly low cost.
Everyone of the stations represented 1>\ CBS Radio Spot
Sales can oiler a saturation plan that delivers adult listener
impressions for less than a dollar per thousand.
No matter how lar<je or how small your budget, you
can't afford to overlook this kind of investment. For details
and rates on available saturation plans, just elip the
coupons of your choice... or call
CBS It VIHO SPOT* §ALE8
Offices in New York, Chicago, Los Angeles, Detroit, San Francisco and Atlanta
CBS Radio Spot Sale*
al*o represent!
the ' '■lumbia Pacific
and Bonnei iDe
Radio Network!
Source:
■ Pul~<- available.
6'
iA
^F5^
B3
l«f agency promotes itself via good music fm station
\\ hat is thought to be the first test
of an fm station as an advertising
medium for an advertising agency is
being conducted on KDFC, San Fran-
cisco. The agency-client is Bernard
B. Schnitzer, Inc., and a soft sell com-
mercial is used evenings amid semi-
classical music.
Bernard B. Schnitzer, president of
the agency that bears his name, ex-
plains the reasons for selecting the fm
station: (1) it's known to reach an
unusually high percentage of business
and professional people in the Bay
area; (2) programing is almost en-
tirely semi-classical, which keeps the
executives the messages are aimed at
listening for long periods of time; (3)
as there are few voices used during the
largely instrumental programing, the
WOOD-TV offers 3-D tour
of station's facilities
Grand Rapids' WOOD and WOOD-
TV recently launched a novel promo-
tion designed to familiarize admen
with the stations' facilities without
their having to visit the studios. Some
500 three-dimensional Sawyer View-
Masters were sent out to national
agencies and clients. When held to
the light, these viewers give a clear
picture of the studio, control room and
other points of interest at the station.
Other reels are being prepared and
will be sent out periodically to ac-
quaint the industry with "WOOD-
land." Another function of the color
reels will be as sales tools for the sta-
tion's national representative, the Katz
Agency.
• • •
Revised Spot Sales Guide
for tv released by NBC
The NBC Spot Sales Guide for
Video and Audio Standards has been
revised and is now available to the in-
dustr) upon request. The revision of
announcer's voice is welcomed during
the commercials; (4) letters indicate
above-average listener intelligence and
station loyaltx.
For these reasons, Schnitzer indi-
cated, a very soft-sell approach is used
with the emphasis on educating listen-
ers as to the function of an ad agency.
Advertising as a whole is explained
with stress on advertising as a profes-
sion, a highly respected one. Business-
men are shown that the services of a
recognized agency are as important as
those of a lawyer or accountant, some-
thing many businessmen overlook.
Three minute-and-a-half announce-
ments a night are being used, and after
the test gets underway, the agency is
planning a followup to check the ac-
tual results. * * *
the manual was made necessary by the
wide acceptance of the new method of
handling 10-second shared I.D.'s (a
full-screen seven-and-a-quarter-second
message for the advertiser and a full-
screen two-and-three-quarter-second
station identification).
First copy of the revised manual was
presented to Len Tardier, Benrus
Watch account executive at Biow-
Beirn-Toigo, by Thomas B. McFadden,
vice president of NBC Spot Sales, and
Margaret Gerz, manager of Commer-
cial Requirements for the station rep-
resentative organization. • * *
IMMl uses l%ielsen ratings
for promotion to audience
Going on the premise that people
like to ride a winner, WNEW, has be-
gun to air a series of messages de-
signed to prove to listeners that their
favorite shows are the favorites of the
majority of listeners in New York. In
v. hat the station believes is the first
instance of using Nielsen rating figures
to promote the general audience, the
independent announces its top rating
with announcements like the following:
"You're tuned to a winner when
you're tuned to klavan and Finch.
According to A. C. Nielsen, one of the
world's largest research organizations,
there is more listening to Klavan and
Finch over WNEW 6:00 to 9:30 Mon-
day through Friday than to any other
morning show in the New York area.
Thanks to you, we rate with the
raters."
All of the messages feature the
easv-listening approach. Commented
Program Manager John M. Grogan,
the listeners will hear "no dull figures,
no lengthy reports, just the basic facts
that thev're riding a winner." * * *
Briefly . . .
Many radio stations carry a lot of
local news, but exactly how much is
graphicallv illustrated by the pile of
scripts shown below at WILS, Lansing.
First copy of revised tv manual given agency
News Director John Maters shows
il. to r. ) Chuck Harmon, Bill Gill and
Clarke Manning (all members of the
news staff I nearly 4.500 pages of local
news copy. All this represents one
\ ear of coverage.
* * *
There are big tv screens, and there
are big tv screens, but there is a BIG
TV SCREEN in Lincoln. Neb., that
probablv will not be topped for a
while. The P. L. Sinton Motor Co.
currentlv sports a 210" tv screen.
Actuallv the screen is the show win-
dow of the car dealer. This is a logi-
60
SPONSOR
<;il promotion though because the
owner <>f the auto showroom ie Pep
Sin ton, star i>f t hi- Wednesday night
Sinton 3 Showroom Theatre, I IN
painted window attracts the attention
nt mam pa.-sers-ln . In the photo,
Tommj Young, K(>l \ l\ sales and
promotion manager, i- showing Sinton
what good reception tin* "screen" gets.
» » «
Foreign news with a local touch, in
tin- case a Texas drawl, is being of-
fered to li— tc-ti.-T — of KM/. Houston.
When Mayor Ko\ Hofheinz prepared
*"# Ml f
; -f . l
to go to Koine to attend the Interna-
tional Union of Mayors' Conference
late in September, he invited Houston
newsmen to attend. Two accepted.
Dr. .1. C. Schwarzwalder of Houston's
educational tv station. Kill I. i- serv-
ing as a radio, tv and newspaper re-
porter on the trip while KM / '- news
director, Bill Crawford, is covering
the events l>\ tape.
The recordings are being flown back
dail) from all of the cities the group
\isits and sponsored In a five-store
hardware chain. The owner of David's
Hardware Co.. Dave Deneburg, is
shown I left i with KM Z General
Manager Dave Morris seeing Crawford
of] at the plane. Morris plans to S) n-
dicate the tapes obtained In ('raw ford.
Mayor Hofheinz is a practical hroad-
caster whose interests include part
ownership of KTRK- l\ and KTHT.
both of Houston, as well as stations
in other cities.
• • *
1 1' I rose turn to pasce \^1 1
3 OCTOBER 1955
W°(GTOT) WRAPS Utf
Here's what you get all done up in the W-GTO package
Forty percent of the population of the entire state!
Folks with a fair share of the profits: 40% of the
effective buying income of all Florida. They spend it
too, buying 40% of the food and 49% of the drugs and
41% of all general merchandise is sold from the Gulf To
Ocean — Gainesville To Okeechobee!
Here too is where agriculture, second only to
tourist trade produces a whopping 63% of
the gross farm income. The table below
shows how all this looks in dollars and cents.
Market Information
Population 1,384,000
Radio Homes 456,630
Effective Buying Income . . . $1,869,606,000
Retail Sales 1,347,875,000
Food Sales
General Merchandise ....
Furniture-Household ....
Automotive Sales
Drug Sales
Gross Cash Farm Income .
MMMMMmmm,
328,473,000
133,811,000
75,230,000
255,985,000
50,868,000
449,262,000
SOURCES: Radio Homes, SRDS' 7955 "Consumer Markets"; All other categories, Sales Management's 7955 "Survey or Buying Power.
J
WOTCTJ
10,000 WATTS 540 KC
from Gulf To Ocean " Gainesville To Okeechobee-
W FLORIDA MARKETS
JACKSON V»U*
GAINESvilitt
T.'ETER
availabilities write
01 phone 6-2621
ines Citv. Florida
W-GTO
film shows recently made available for syndication
New or iirst-tv-run programs released, or shown in pilot form, since 1 Jan., 7955
Show name
Syndicator
Producer
Length
No. in series
Show name
Syndicator
Producer
Length
No. in series
ADVENTURE
DRAMA. MYSTERY
Adventures of CBS TV Film
Long John Silver
Official
Official
TPA
TPA
Adventures of
Robin Hood'
Adventures of
Scarlet Pimper-
nel
Captain Gallant
Count of Monte
Crista
Crunch & Oes
I Spy
Jungle Jim
Mandrake the
Magician
New Adventures
of China Smith
Passport to Danger ABC Film Synd. Hal Roach. Jr.
Rln Tin Tin* Screen Gems Screen Gems
Sea Hawk MCA-TV Rawlins
Sheena. Queen of ABC Film Synd. Sharpe-Nassour
the Jungle
Joe Kaufman
Sapphire Films
Towers of London
Frantel
Ed Small
Bermuda Prod.
Guild
Screen Gems
NBC Film Div.
Guild
Screen Gems
ABC Film Synd. Bermuda Prod.
NTA Bernard Tabakin
30 min.
30 min
30 min
30 min
30 min.
30 min.
30 min.
30 min
30 min.
30 min.
30 min.
30 min
30 min.
30 min.
Soldiers of
Fortune**
Tales of the
Foreign Legion
MCA-TV Revue 30 min
CBS TV Film Tony Bartley 30 min.
ion
Tropic Hazard Sterling Sterling 15 min.
'Available In markets not currently bought by netwoik advertiser.
"•Sponsored by 7-TJp In 120 markets, but many are open on alternate-week basis.
26
In production
In production
39
In production
In production
In production
I (pilot)
I (pilot)
26
39
39
I (pilot)
26
In production
I (pilot)
In production
Highway Patrol
New Orleans
Police Dept.
Paris Precinct
Police Call
Sherlock Holmes
Ziv
UM&M
UM&M
NTA
UM&M
Bandstand Revue KTLA
Bobby Breen Show Bell
Ina Ray Hutton Guild
New Llberace
Show
Song Stories of
the West
Stars of the
Grand Ole Opry
Story Behind
Your Music
This Is Your
Music
NLS
Gibraltar
Flamingo
Official
Ziv
30 min.
In production
Mi not
30 min.
26
Etolle
30 min.
39
Procter
30 min.
26
Sheldon
Reynolds
30 min.
39
MUSIC
KTLA
30 min
«
Bell
15 min.
1 (pilot)
Guild
30 min.
In production
Guild
30 min.
In production
Althea Pardee
15 min.
"
Flamingo
30 min.
39
Randall-Song Ad
30 min
1 (pilot)
Jack Denove
30 min.
26
RELIGION
Hand to Heaven
SPORTS
<-
UMtUT
Jimmy Oemaret
Award
Award
IS min.
In productlta
The Goldbergs
Guild
Guild
30 min.
In production
Show
Mad Whirl
NTA
Leo Seltzer
30 mln.
52
Great Glldersleeve
NBC Film
Div.
NBC TV
30 min
1 (pilot)
Sam Snead Show
RCA Programs
Scope Prod.
5 mln.
39
Little Rascals
1 nterstate
Roach
10 min.
22—1 reel
Touchdown*
MCA TV
Tel-Ra
30 mln.
Approx. 13
("Our Gang")
20 min.
70—2 reel
•Arailable with start of fall football
season. New film
each
week. No
reruns.
Looney Tunes
Guild
Warner's
15 min. to
one hour
Library
DOCUMENTARY
Key to the City
Hollywood Tv
Prod.
Living Past Film Classics
Mr. President Stuart Reynolds
Science In Action TPA
Uncommon Valor
General
Teleradio
Hollywood Tv
Prod.
Film Classics
Stuart Reynolds
Calif. Academy
of Sciences
General
Teleradio
15 mto.
15 mln.
30 min.
30 mln.
30 mln.
DRAMA, CENERAL
Dr. Hudson's
Secret Journal
Celebrity
Playhouse*
Confidential File
Brother Mark
His Honor.
Horner Bell
O. Henry Theatre MCA-TV
Ziv
MCA TV
Screen Gems
Guild
Guild
NBC Film Div.
Science Fiction
Theatre
Tugboat Annie
Wrong Number!
TPA
John Christian
Morgan & Solow
Screen Gems
Guild
Guild
Galahad
Gross- Krasne
Ziv
Edward H. Small
John Christian
30 min.
30 mln.
30 mln.
30 mln.
30 mln.
30 min.
30 mln.
30 min.
30 min.
•Very similar to Screen Gems' "Ford Theatre." Pilot unnecessary.
7
3
52
26
In production
None
In production
In production
In production
26
In production
In production
I (pilot)
VARIETY
Eddie Cantor Ziv
Comedy Theatre*
Hollywood Preview Flamingo
Ziv
30 min.
30 mln.
n production
n production
Balsan Produe
tions
Showtime Studio Films Studio Films 30 min. 39
•Show is sponsored by Ballantine In 26 markets. Is aired In total of 201 markets
WESTERNS
Buffalo Bill, Jr. CBS TV Film Flying "A"
Frontier Doctor Studio City Tv Studio City Tv
Fury* TPA TPA
Gene Autry — Roy
Rogers
Red Ryder
Steve Donovan.
Western Marshal
MCA-TV
CBS TV Film
NBC Film Div.
Republic
Flying "
VI bar
30 mln.
In production
30 min.
39
30 min.
In production
1 hour
123
30 min.
1 (pilot)
30 mln.
39
"Available in markets not currently bmit-'ht by network advertiser.
WOMEN'S
Amy Vanderbilt
It's Fun To
Reduce
Life Can Be
Beautiful
NTA
Guild
ABC TV Films
United Feature
Synd.
Guild
Trans-American
5 min.
15 mln.
15 mln.
I (pilot)
in
5 (pilots)
64
SPONSOR
*
■y^
Hail, Hail The Gang's All Here
PARADE TIME: 4-6 P. M. DAILY ON
wbns-tv
An exciting razzle-dazzle line-up of high rated I hers
parade on wbns-tv. presenting triple action impact, led by
veteran TV rating pullers.
LINE-UP SCHEDULE
BP> ^^-4:00 P.M. — AUNT FRAN — whose popular fun-packed sto-
r ies , crafts and games reach the "influence-
buying" corduroy set. This tried-and-true 6-year
old show was rated First in shows of a com-
parable nature by the younger viewing group in
a White House Conference survey.
-THE LITTLE RASCALS — introduced by wbns-tv's
Clown, Bob Marvin, are none other than those
beloved members of the "Our Gang" comedies
— Jackie Cooper, Dickie Moore, Alfalfa, Farina,
Spanky MacFarland, to name but a few. Adults
who remember them from years before, now
re-live their delightful antics with the youngsters
of today.
5:00P.M.— WESTERN ROUNDUP — the pace-setting west-
ern features starring Gene Autry and Roy
Rogers, and introduced by wbns-tv's Wrangler
Dick Zubel, ALL in one show. Western fans,
from toddlers to cane-carriers, won't miss one
of these films which are introduced by the
Wrangler in a live western setting ... a grand
climax to any parade.
Every segment of this two-hour parade has racked up unbelievably
high show and sales ratings individually. Now, wbns-tv
teams them together for TV's best buy in the middle west. Join
the parade and get your message over to the 464,756 families
in a buying income group of approximately three billion dollars.
CBS-TV NETWORK — AfhlUttd uith Columbus
Diipatch and WBSSAM • General Salti Office:
33 North High Si.
REPRESENTED BY BLAIR TV
CHANNEL 10
COLUMBUS, OHIO
3 OCTOBER 1955
65
AUDIENCE
in
Central California
:♦««:•
360,000 TV sets. , .
more than 1,000,000
televiewers watch
KBETs
basic CBS
night time
programs
__ *2^tol>
B^^ For the biggest
audience at
the lowest
COSt ^IS
per thousand,
your best
bet
wgg
KBET.
•\i 10
Sacramento, Calif.
H-R Tele vision Int.
King size: The first "spectacular" in
the syndication field may be provided
soon by Ziv. In the works at Ziv's
Hollywood studios is a project involv-
ing the possible production of a 90-
ininute one-shot film show — in color.
If the project works out, it will be the
first Ziv film show to run longer than
the half-hour length usually turned
out by the firm.
Wraps are on the project, but some
of the details have been revealed. The
story would be a full-length drama,
rather than a strung-together collec-
tion of shorter segments. The theme
will not be a topical one, since Ziv
executives feel that the show can thus
be used on an annual basis (perhaps
related to a major holiday) as net-
works repeat shows like "Christmas
Carol."
Will the show be offered to one of
the major networks as a one-shot spe-
cial? Ziv executives didn't say. Will
this mark Ziv's entry into the feature
motion picture business? Again, Ziv
officials wouldn't comment, but it was
pointed out that Ziv has the produc-
tion facilities, personnel and know-
how to do so.
Other syndicators are eyeing Ziv's
next move. Guild Films, for example,
is also said to be considering one of
the king-sized shows as a one-shot.
Seminar: Since the details of film
processing are a mystery to many an
advertising executive, one of the West
Coast's biggest laboratories — Consoli-
dated Film Industries, a division of
Republic Pictures — has been running
a series of "agency clinics" on the sub-
ject.
Admen from a number of top agen-
cies have taken the three-hour "course"
which includes a lecture on basic film
procedures, laboratory inspection tour,
projection demonstration and discus-
sion forum.
Guiding the tour has been Sid
Solow, CFI v.p. and general manager,
who has lectured in Cinema Arts at
the University of Southern California
for the past eight years. Solow con-
ducts the sessions with emphasis on
film technology and techniques that
most directly concern the advertising
agency.
Agencies who have had represen-
tatives at the CFI sessions include:
N. W. Ayer, Benton & Bowles, Biow-
Beirn-Toigo, BBDO, Leo Burnett,
Foote, Cone & Belding, J. Walter
Thompson, Young & Rubicam.
Upon completion of the present
program in November, CFI plans to
start a "slightly advanced" course for
those who have attended the initial
sessions.
Broadside: One of the heaviest area
saturation schedules in syndicated tv
has been launched by Ohio's Bavarian
Brewing Company. The schedule,
which starts this month, will involve
a total of 14 weekly half-hours in
Cincinnati, Columbus, Dayton and
Zanesville.
In reaching tv audiences, Bavarian
is using a "vacuum cleaner" approach
— several types of programs designed
to attract several different brands of
audience. The shows, all from NBC
Film Division, include: Victory at Sea;
Steve Donovan, Western Marshal;
His Honor, Homer Bell; The Adven-
tures of the Falcon; The Great Gilder-
sleeve. In terms of appeal, they range
from highly-male-appeal shows ( Vic-
tory at Sea) to family-appeal vehicles
(Gildersleeve) .
Adventure: The trend to adventure
shows in the film field continues as
strong as ever.
Official Films' Scarlet Pimpernel, on
the syndicated market for less than a
month, picked up fhree important ad
vertisers at the local level in the first
week. The series, produced by British
tv mogul Harrv Alan Towers, is also
running in England (with various
sponsors) on the new British com-
mercial tv channel in a Wednesday-
night time slot. An American-st\le
tv press party (see photo) introduced
British tv editors to star Marius Gor-
( Please turn to page 113)
66
SPONSOR
in Connecticut
is now Basic
FULL NBC PROGRAMMING
WKNB-TV becomes the first Connecticut
station to carry the entire star-studded lineup
of NBC shows.
LOCAL RECOGNITION
WKNB-TV is recognized as the "leadership
station" in community participation and local
programming . . . Civic movements, charity
drives, public appeals. They turn first to
WKNB-TV . . . 12,000 pledges and $160,000
raised in 16-hour Telethon Spectacular for
Flood Relief (August, 1955) . . . More than 40
women's clubs on the air every month . . .
90,000 visitors to our new studios in the first
year . . . The most live shows . . . local news,
local programs, local civic service . . . Highest
local advertiser acceptance daytime and night-
time.
CONCENTRATED COVERAGE
WKNB-TV reaches more than 320,000 fami-
lies . . . situated in heart of New Britain-
Hartford market, 31st biggest and 3rd richest
in the U.S.
Represented Notionolly by The Boiling Company
3 OCTOBER 1955
67
^^*^H
. ' *
*
different from anything ever developed for ral
Whatever ladies want, Ladii i g< I on
weekday. It's NBC's dramati( revitalization
i>l Monday through Friday daytimi ■ idio
pro i inn g, \iul n will be .1 new sales
medium oi the greatest importance to advertisers.
weekday's fascinating Bow "t entertainment,
mimic .mil news features will !><• timed
specifically to the daily living patterns <>! the
modern homemaker, and tailored to hex
tastes and interests.
Hour b) hour, day by day, wi i way's regular
hosts and hostesses will introduce
p linen) service and information editors,
news commentators and performers.
l ntertainment will range over the whole
gamut dI niuMi . comedy and drama. A stock
i ompany of versatile at tors will pel lorm
every type of plaj , .mil wi i kday will have
1 1 n own group i>l t'>]> popular singers.
Nationally known experts will cover,
from the woman's point of view, subjects
like Child Cai e, Money Management,
wee
PREMIERE, NOVEMBER 7th
, ■
Health and Medicine, Fashions and
Beauty, Personal Relations,
Show Business, Geriatrics, and Public
Affairs. "Easy to listen to, easy to work to"
will be the keynote of weekday programming.
Women will get to know the time-of-day of
weekday features, and each feature will have
a daily change of approach and treatment.
Just as monitor gave week-end radio a new
significance for advertisers, so weekday will
now add significant new values to Monday-
through-Friday daytime radio. Availabilities
consist of one-minute and 30-second announce-
ments and 6-second billboards; and special
savings are possible now through weekday's
Introductory Dividend Plan.
Only 15 participations on weekday will
deliver 71% more homes than the same
number of commercials can deliver with
conventional daytime programming.
Make us prove it! Call your NBC Radio
Representative for full details.
exciting things arc happening on
companion
and
counselor
to
America's
women
1
adio network
a S€TTict of
the
big
talk
is
about
i
kbis
bakersfield
California
970
The ONLY popular music and
news independent station in
Bakersfield and Kern County,
dominating California's South-
ern San Joaquin Valley 24 hours
a day!
NEW YORK
CHICAGO
ST. LOUIS ADAM YOUNC, JR.
SAN FRANCISCO re presentative
LOS ANGELES
70
(Continued from page 10 I
offer are, of cour.se, even more impression-making when the
respondent is aged five. Animation is more fun to watch.
Demonstration of all kinds is more absorbing. Music is
catchier and more infectious. At five nothing is boring or
commonplace or so trite that it will be rejected. Such is
the wonder of childhood.
Many advertisers and many agencies have latched on to
the medium for the above reasonings and have concentrated
their efforts and copy on this market. Even where the im-
portance of the kid-market is not immediate some have, with
good reason, spent their dollars on the youngsters to achieve
what can be called preconditioning.
By doing thi>. I think, some fine advertising has resulted.
But there also are the boo-boos. These come mainly not
from overshooting the mark or even talking down to the
youngsters, nor from errors of timebuying and/or program-
ing. They stem mainly from the common practice of
lumping children together.
Nothing could be more ridiculous, as anyone who has
ever watched a child grow from five to eight to 11 to 14
years of age can testify.
You'll find the very agencies that talk the biggest about
their kid-savvy using one approach for kids of all ages.
You'll hear big-time admen blithely discussing their wisdom
in the moppet league as if a single principle were sufficient
to reach all kids.
It always makes me wonder if these gents have ever sat
in front of a tv set with twro or (preferably) more children
varying in ages and have witnessed firsthand the copy ap-
peals that sink in and those that are rejected. I wish them
the chance, exasperating though it may be, to discover first-
hand what tremendous changes take place in these youngsters
about every two year- and what a fight for the dial this
change causes in families with more than one child.
The Kid Market is far from a static, simply charted little
island and. incidentally, is perhaps the biggest reason why
two tv sets to a household should soon be as common as the
multi-radio household is now. • * *
SPONSOR
DEAD END STREET
or very rigorous mortis
A tourist driving along a Texas Panhandle
road passed a cemetery with an examina-
tion and stopped to chat with the steam shovel
operator who had just completed it. "I hat
big hole over there with the ramp what's it
for? Some mass burial after a local catas-
trophe?"
"Nopp." the operator replied, "it's for one
gu\ . Funeral is due any minute."
Intrigued, the traveler waited. The hearse,
a glistening Rolls Royce limousine, followed
by a long line of ears, appeared shortly. In-
side the Rolls was a commanding figure in
snow white ten-gallon hat. silk shirt, gabar-
dine suit and hand-tooled high-heeled boots.
Close inspection revealed a long, unlighted
cigar in the man's mouth. The chauffeur
drove the Rolls down the ramp, walked out of
the grave and signalled for the steam shovel
operator to start filling.
"Man," commented the tourist, "those
Texans sure know how to live!
• • •
Amen. Amarillo is also first in the nation in
retail sales per household.
KGNC
J \
Amarillo
AM-TV
NBC, AFFILIATE
AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Kati Agency
3 OCTOBER 1955
71
Time Buyer
PETER M.
BARDACH
Foote, Cone
& Belding
"A station's popu
larity position in its |
market is important
to the success of a
sales campaign.
WNHC-TV has been
my steady choice
year after year be-
cause of its position
in the telecasting
business in Southern
New England. WNHC-
TV is an outstanding
station from the stand-
point of sales, pro-
gramming and man-
agement."
* ii *
Compare these facts!
15 County Service Area
Population 3,564,150
Households 1,043,795
TV Homes 948,702
Channel 8
SERVING MARTFORO't NEW HAVEN AREAS
represented by the katz agency, inc.
agency profile
Terence Clyne
V.p., chairman of the plans board
McCann-Erickson, New York
Terry Clyne, McCann-Erickson's new chairman of the plans board,
is a former Wall Streeter who's taken to Ad Row and television
like the proverbial duck to water. It's been a long 1 18 years) and
rewarding association, including many years on the Bulova account
which he brought with him to McCann-Erickson in January. In
this time Clyne has seen a number of changes in the relationship
between agency, client and network.
"Agencies," says he, "are best equipped to edit shows rather
than originate them. Of course, in selecting a program for a client,
you generally do a great deal toward shaping the contents of the
show. But the main thing is to have a program which will deliver
the right audience in the right mood."
McCann-Erickson, one of the fastest rising of the giant agencies,
is currently billing at the rale of $120 million in domestic business,
some $65 million of it in air media (80f'r tv).
With shifting trends, Clyne admits he's been forced to reverse
his opinions completely at times. "Take the 10-second I.D.," says
he. "I invented it for Bulova in 1949. but I'm convinced now that
I created a Frankenstein. Of course it's good business for the sta-
tions, but for advertising effectiveness — and just in the interest of
good broadcasting — it would be best if stations abolished the 10's
and 20's and sold just one 30-second announcement in the break."
A strange comment from the man who's still riding herd on Bulova,
which this \ear is spending over $7 million in the "hit- 'em hard-
and-short" station-break technique.
But then, Clyne's approach is not necessarily conventional. Take
his office, for example: no desk. It looks rather like a large, tra-
ditional living room.
"Desks inhibit people," says he, stooping low over his coffee
table to make notes.
A tall man. Clyne is unusually soft-spoken, approaches contro-
versies with diplomacy to take the sting out of indictments.
"Free plugs for the movies will probahb eventually evaporate
from television," he says, "and rightly so. But the film companies
could make major contributions to the medium. Thev have simply
not yet put up their A effort. Even when they do it's unlikely that
"l\ will go Hollywood.' Hollywood showmanship isn't likelv to super-
sede such live drama as Studio One and Philco Playhouse." * * *
72
SPONSOR
GIC NAME
LEANSER
uarantee
I. DING WASH DAY
:)AP
KIONAL LEADER
PPER
COST PER
THOUSAND
PLUS SUPERMARKETS ,MPRESSIONS
COST PER
PLUS SUPERMARKETING im'prES^ONS
•DING BRAND
GARETTES
PLUS SUPERMARKETING
COST PER
THOUSAND
IMPRESSIONS
UTHERN LEADER
?EAD
COST PER ^4^
PIUS SUPERMARKETING i^PR EsVfoNS
For your grocery product, you can
plus the power of WBT with guaran-
teed displays in all supermarkets of
three leading food chains through-
out the WBT 57- county basic service
area. The plan is simple— the tab is
reasonable; get both from WBT or
CBS Radio Spot Sales.
IJEFFERSON STANDARD BROADCASTING COMPANY
Sterling Brewer
Star of
"Star Studio"
I I to Noon, Monday-Friday
Stars Sell on
Alabama's
greatest TV station
Birmingham
When the morning chores are done, house-
wives are ready to relax. They tune in "Star
Studio". They like the cheerful smile and
friendly manner of Sterling Brewer, host
for the show. They enjoy the consistently
high quality films and well-known movie
stars. Sterling and "Star Studio" keep
them looking and listening into the noon
hour every weekday.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy seeing
Represented by
BLAIR-TV
(Continued from page 28)
ly like the some 50 odd million other folks who were tuned
in. I think John stuck a pin in the wrong one when he at-
tempted to puncture the Cowan quizzer.
Much more representative of Crosby's true talents as a tv
critic and observer, in my opinion, was his recent Collier's
piece on Arthur Godfrey. His picture of Godfrey was well
researched, judiciously and interestingly presented. Writing
about a gent whose activities have hardly been covered with
any degree of objectivity, Crosby came through with a piece
that was a model of objectivity. Among other keen observa-
tions, he pointed out that Godfrey is, and has for long been,
a truly great performer and an even greater salesman.
Crosby succumbed to none of the temptations of cheap sen-
sationalism, to which so many other writers on the subject
occasionally fell prey.
Far less flashy than brother Crosby, far more constructive
and conservative, of course, is the Times' Jack Gould. Con-
sistently Gould comes up with deeply pondered and care-
fully presented analyses of some of video's most perplexing
problems. Where the persons in the industry directly re-
sponsible for certain situations frequently seem to have too
little time to think them through, Gould seems to closet him-
self, think cooly and precisely on a problem, and come up
with a possible solution well worth consideration.
I, too, had watched the NBC presentation of Thornton
Wilder's The Skin of Our Teeth come apart before my eyes
on the video screen. I, too, had vaguely, catch-as-catch-canly
considered the reasons for its shoddy and superficial quali-
ties. In the Sunday Times of September 18 Jack did a
piece on it, and hit it right on the nose. Largely responsible,
he pointed out, was an ill-conceived overuse of the close-up.
On the subject of critics generally, it has been my experi-
ence that too few programers, advertisers or agencies take
full advantage of their efforts. Generally the tendency is to
go around quoting at great length a critic who has done a
rave over a particular show, damning as a total nincompoop
a commentator who has rapped a particular effort and other-
wise largely ignoring their writings.
A minority of radio-television men take careful cognizance
of what thoughtful, fair-minded critics say about their offer-
ings. And this minority frequently finds in the critics' words
the clue to a better, more effective show, or sounder public
relations, or occasionally even bigger sales results. * * *
74
SPONSOR
II\J PHOENIX
No matter how you count the audience,
A.R.B. or Pulse, KOOL-TV leads in more
quarter-hour periods than any Phoenix television
station. KOOL-TV is first . . . morning,
afternoon and evening.
A.R.B. and Telepulse surveyed Phoenix
20 days and 33 days after KOOL-TV
became the CBS-TV affiliate.
NO FANCY FOOTWORK OR HOCUS POCUS
CAN CHANGE THESE FACTS
TELEVISION
PHOENIX, ARi;
NATIONAL REPRESENTATIVES - George P. Hollingbery
r
J Percentage of Quarter-Hour
[Firsts Latest ARB Telepulse
1 Sunday through Saturday
TELEPULSE
Jury 5-11, 1955
Jl
ARB
ly 18 24
. 1955 |
7 30 !■ Nih li 6 00 ti
It mm 6 00 p» Mitii|tN
7 30 IB R*M tl (Mm.
ii •••• nail iiw.(ttl
|KOOL-TV
97.0
49.2
62.9
96.0
40.9
33.7 1
l
• STATION A
-
446
28 1
-
380
327 1
J STATION B
3.0
47
7 4
40
164
*j!
IsTATION C
-
1 7
1 6
-
4 7
108 |
3 OCTOBER 1955
75
f. /Vote stations on air*
OITY 4 STATE
CALL
LETTERS
I CHANNEL
NO.
ON-AIR
DATE
ERP (kw>-
Visual
Antenna NET
(ft)*** AFFILIATION
STNS.
ON AIR
SETS IN
MARKET!
1000)
PERMITEE. MANAGER. R|
SACREMENTO, CAL.
SHREVEPORT, LA.
KCRA-TV
KTBS-TV
2 Sept.
3 Sept.
100
495
100 1,140
NBC
NBC
KBET-TV
KCCC-TV
KSLA
362
74
Ewing Kelly pres. and gen.
C. Vernon Hansen, v. p.
KTBS. Inc.
George D. Wray Sr.. c'-rmn.
E Nfwton Wray, pres.
George D. Wray Jr., v. p.
mor. *
FLORENCE, S. D.
KDLO-TV
17 Sept.
25
840
None
NFA
The Hills Bcstng. Cc.
N. L. Bentson. pres.
Edmond R. Ruben, v. p.
ff. ><•»!• applications
CITY & STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)"
Visual
Antenna
(ft)***
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIAT
REDDING, CAL.
BOSTON, MASS
7 5 Sept. 27.2 271
38 12 Sept. 140 459
$156,500 $240,000
$404,100 $500,000
None
WBZ-TV
WGBH-TV
WNAC-TV
Sacremento Bestrs., Inc.
Lincoln Dellar, o&o
Herbert Mayer d b as Ajax Enter. «
Herbert Mayer, o&o
LAUREL, MISS.
7 12 Sept. 50.2
472 $192,000 $90,000
None
Laurel Television Co., Inc.
Wm. S. Smylie. pres.
Jack Rose, v. p.
BILLINGS, MONT.
8 5 Sept. 96.8
271 $316,224 $320,860
KAflK TV Midland Empire Bcstg. Co.
iwvrv it p. N. Fortin. pres.
W. J. Hancock, v.p.. seey -treis.
CLOVIS, N. M.
LEAD, S. D.
12 12 Sept. 100.4
5 Sept. 11.915
500 $150,545 $80,000 None
1,582 $95,719 $20,000 None
S. S. & S. W. Pipkin d b as
Tclepolitan B-stg. Co.
Black Hills Bcstg. Co.
Hi If S. Duhamel. pres.
J. Norman Heffron. v.p.
JUNEAU, ALASKA
5 Sept. .261
960
$50,750 $45,000
None
Alaska Bcstg. System. Inc.
Willi.im J Wagner, pres.
Irene F. Wagner, v.p.
BOX SCORE
U. S. stations on air _
Markets covered .. ..
U. S. tv sets (1 July '55)._.
127
234§
:Hi. 177.0005
•Both new c.p.'s and stations going on the air listed here are those which occurred ««•
5 September and 17 September or on which inferniatinn rimld be obtained in that period. :tto»
are considered to be on the air when commercial operation starts. ••Effective radiated "w
Aural power usually is one half the visual power. ••'Antenna height above average terra (*«<
power usually is one-half the visual power. •••Antenna height above average terril (■**
above ground), tlnformation on the number of sets in markets where not designated i; elni
from NBC Research, consists of estimates from the stations or reps and must be deemed fV*
mate. §Data from NBC Research and Planning. NFA : No figures available at pt ttw
on sets in market.
76
SPONSOR
ARE YOU
HALF-COVERED
NEBRASKA'S OTHER BIG MARKET?
VIDEODEX JULY, 1955
REPORT
LINCOLN-LAND STUDY
Summary Table — Average Ratings
— % TV Homes
KOLN-TV
••B"
"C"
••D"
SUNDAY: l:0O— 5:00 P.M.
12.2
3.0
7.9
2.7
5:00—11:00 P.M
19.0
7.9
9.3
3.9
MONDAY THRU FRIDAY:
1:00— 5:00 P.M.
11.6
4.6
6.1
2.2
5:00—11:00 P.M.
20.3
8.5
9.3
3.3
SATURDAY: 1:00— 5:00 P.M.
16.4
4.2
5.5
2.4
5:00—11:00 P.M.
19.1
9.7
8.6
3.6
TOTAL: 1:00— 5:00 P.M.
12.3
4.6
6.2
2.4
5:00—11:00 P.M.
19.9
8.5
9.2
3.4
x^-TV~'4f
WKZO TV — GRAND RapioS-KalamaZOO
wkzo radio — kalamazoo battle creek
wjef radio— grand rapids
wjEFFm — GRAND RaPiDS-KalamaZOO
KOLN-TV — LINCOLN NEBRASKA
Askx jtfd ->>h
VVMBD RADIO— PEORIA. ILLINOIS
KOL\-TV. one of America's {jn'al area sla-
lioiiM. covers l.in<*olii-l,an<l 12 counties with
200,000 families — 125,000 unduplicated bj anj other
station. Videodex proves thai KOLN-TN ^< t- 98.4$ more
afternoon LINCOLN-LAND viewers than the nexl station
— -116.39? more nighttime viewers!
95.8$ of LINCOLN-LAM) I- otTSIDK THK <;RAD1
■IV VREA OF OMAHA. This markel is farther removed
from Omaha than South Bend from Fori Wayne, Rartford
from Providence, or Syracuse from Rochester.
Let Avery-Knodel give > < > 1 1 all th<- facts on KOI VI \
the official CBS-ABC outlel for South Central Nebraska
and Northern Kansas,
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc.. Exclusive National Representative
3 OCTOBER 1955
77
WOMEN TO ADMEN
I Continued from page 37)
she should buy it, the product will
sell itself," said Gertrude Trobe of
WBVP, Beaver Falls, Pa.
Television gripes: When sight is
added to sound, a new set of stresses
and strains are often created between
agencymen and video homemaking
personalities.
"There is too much static presenta-
tion on tv. I need more 'action' ma-
terial. Most advertisers are willing
to provide material at request if there
is no additional cost. This usually
means no additional material," said
KSTP-TV's Bee Baxter. Added the
Minneapolis tv performer, who pre-
sides over an across-the-board "morn-
ing coffee" show, "Sponsors and
agencies imbue us with the desire to
do the best possible sales jobs by
leaving it to our judgment, providing
more often than not a list of 'be sure
to use' — and another of 'additional
angles.' This leaves little to our judg-
ment."
• 'Too much, or not enough tv."
1
NEW YORK
CHICAGO
DETROIT
DALLAS
ATLANTA
CHARLOTTE
ST. LOUIS
MIAMI
MEMPHIS
LOS ANGELES
SAN FRANCISCO
BRA
ll OFFICES
FROM COAST
TO COAST. ..
78
Although tv has been a major adver-
tising force long enough for most
agencies to perfect their commercial
techniques, local tv personalities told
sponsor that some admen still don't
use the medium properly for their
clients in selling to women.
"Often, material does not differen-
tiate between radio and tv. Please,
more facts and less 'copy'," said Sue
Warfield of Baltimore's WBAL-TV.
"Film is often used entirely in com-
mercials, when agencies have already
paid for production cost of a live spot.
True, the commercial will always be
letter-perfect, but the client has lost
the personalized recommendation of
the show's personality, stated Jean
Connelly, m.c. of the daily Home Edi-
tion on Pittsburgh's KDKA-TV.
Although the distaff broadcasters
generally asked for more commercial
aids, some pointed out the danger of
going "tv-crazy" in furnishing ma-
terial to stations.
Said Jean Phair. home economist of
Louisville's WHAS-TV:
"One agency sent in copy with 12
or 13 'balop' cards plus copy — all for
a one-minute participation!"
• "Lack of preparation" : More work
on the part of the agency and better
television pre-broadcast liaison would
save monev later, a number of AWRT
members felt.
"The majorit\ of our sponsors sub-
mit copy in the form of notes to be
ad-libbed," said Emma Lou Nielson
of WNHC-TV, New Haven, who con-
ducts the Yankee Peddlers show with
her husband, Walt. "But if the copy
is to be used verbatim, make several
copies of it for the station so that the
director, technical director and others
can easily follow it. If possible, have
a salesman discuss the whole story of
the product with the woman doing the
show, and let them work out together
what the best approach should be."
Added the dark-haired distaffer:
"Women know what other women
want and why — better than any man
in the advertising business!"
Helen Day, who does a half-hour
show on Green Bay's WBAY-TV daily,
reminded admen to "see that notes for
copy and production plans are avail-
able earlier." In addition. Helen sug-
gested, "Give me more visual material,
and confer with production people to
make sure the visual material is
usable."
From the Southwest. Margret Mc-
SPONSOR
-
Pulse Reveals NOW-
KRNT-TV
I has won audience
LEADERSHIP
in Des Moines
Pulse found:
KRNT-TV . . . With 14 of the"Top 15" weekly shows
KRNT-TV . . . With9 of the"Top 10" multi-weekly shows
KRNT-TV 1st — Morning Audience
1st — Afternoon Audience
1st — Evening- Audience
Several locally-produced shows listed in Top 15' and Top 10"
THIS PHENOMENAL RECORD AFTER
ONLY TWO WEEKS OF OPERATION
( Pulse Survey — Des Moines Metropolitan Area — Week of August 15-21 , 1955'
Your Katz man is loaded with NEW facts and NEW success stories about
the Iowa market and CHANNEL 8 in Des Moines.
3 OCTOBER 1955 79
Donald, who conducts Texas Living
on Fort Worth's WBAP-TV, stated:
"Send a < ■omplete script of whatever
length of lime is going to be used with
copv written so the exact points the
advertiser wishes emphasized are
clearl) stated. W hen a local tv per-
sonality doesn't receive specific in-
structions which clearly set forth the
psycholog) behind the sale, this im-
portant Factor is sometimes mishan-
dled, through no fault of the station.
\iiil. if the personality also has some
background material about the product
and is permitted to present the sales
campaign in a message suited to her
particular stvle, a more effective sell-
ing job can be done."
Distribution of the product to be
sold on a feminine-slanted daytime tv
show should also be checked in ad-
vance, others cautioned.
Said Rayleen Merman, home econo-
mist of KERO-TV. Bakersfield, Cal.:
"Tv advertising (on my show, for
example!) creates demand for a spon-
sor's products. But sponsors do not
always work with their sales forces to
see that these products are available
for purchase by viewers. This has
happened over and over in my area.
"Since advertising effectiveness is
checked through sales, no matter how
effective your presentation, if the gal
\ du talk to can't buy the product
there's no sales gain."
• "Lack oj believabilily" : As in their
use of radio homemaking shows, ad-
vertisers and agencymen can get out
of touch with local tv audiences if
the) re not careful.
Bernice Currier, one of broadcast-
ing's pioneer air personalities — she's
had a show on the air for 27 years —
at KMA, Shenandoah, Iowa, stated of
Iv film commercials:
"I think television makes a mistake
sometimes putting in a 'glamorous-
type girl' to sell washing powder or
something of that sort, instead of 'Mrs.
Average Housewife' who is the one
actually using the product every day.
and knows what she is talking about.
People can easily spot a phoney. Mid-
west listeners are a friendly, loyal type
of people, who want information they
can use in their daily lives — not
recipes using high-priced avocados,
shrimp and lobster!"
The thinking of many AWRT mem-
bers on the subject of the correct ap-
proach of advertisers to a homemaking
show was largely summed up by
another well-known lady broadcaster,
Dottie Paige of WIBW-TV, Topeka,
Kan. She said:
"We feel that many times the spon-
sor does not see the necessity of giving
us enough background material on the
product to be advertised. On many
products, we receive copy and nothing
else. In the intimate type of pro-
grams which are being done more and
more for women, straight commercial
'hard sell' copy just does not fit.
"Each of us with programs in vari-
ous sections of the country has dif-
ferent problems in presenting shows to
our audience suited to the taste of the
people who live in our area. Because
we have those problems, and work con-
stantly to solve them, we know our
audience.
"We know what they like and dis-
like, and we know generally how to
reach them with commercial messages.
Perhaps the most notable error a spon-
sor makes is his failure to realize that
Midwestern audiences, for example, do
not react to the same type of commer-
{ Please tu'rn to page 90)
SUNDAYS- MONDAYS and ALL DAYS
WOLF has a lion's share of audience
SUNDAYS (daytime)
32,6% 1st PLACE
MONDAY
thru SATURDAY
WOLF
Share of Audience
Mornings 8 A.M. - 12 Noon
16.9%
2nd
PLACE
Afternoons 12 Noon - 6 P.M.
33.3%
1st
PLACE
Evenings 6 P.M. - 10:30 P.M.
29.7%
1st
PLACE
RATING for RATING
RATE for RATE
in
CENTRAL NEW YORK
it's
rKtt . . . Get the whole story (Spring 1955' covering
home-auto-store listening, 4 and 8 year trends, TV operat-
ing hours. Included are the basic market facts on popula-
tion, labor force, industrial work hours, automobiles, tele-
phones, and monthly sales comparisons. Ask for your
copy of The Syracuse Inside Story.
WOLF
SYRACUSE, N. Y.
National Sales Representative
THE WALKER COMPANY
80
SPONSOR
But you can buy Loyalty!
Kv John IV|>|mt «uifl !?«'!•! I cr-iisun
Think how mam times you've heard
some executive exclaim, 'T ran t buy
byalt) !"
He often means loyalty of personnel.
He ran al-o mean loyalty of customers.
The principle is identical. Loyalt) is
supposed to he an elusive intangible
which nobod) has a right to count on,
much les?. he confident of obtaining
with money. But is this true?
We believe \ou can hu\ yourself a
piece of lo\alt\ that is established,
demonstrated and reliable. It is the
most concentrated, intense loyalt) that
ever ran up a sales record. And \ou
• an buy it at a reasonable price.
>eu Social Force: We use the word
"concentrated" deliberately. The
loyalty \ou can buy permeates a mar-
ket that's all in one place, not scattered
around. This is a market of Negro
consumers — 1,230,724 of them right
in our area — who had never been di-
rectl) reached until radio station W DI \
became the first in Memphis to pro-
gram exclusivelj for them with Negro
voices and music. W e call it the
"Golden Market."
W hen you reach these people — as
you ean. with WDIA — you're getting
your sales story across to a Negro mar-
ket greater than that of New York, De-
troit or Philadelphia. For right here
are ten pert eni oi all the Negroes in tin-
whole I nited States. \nd that's onlj
the firsl ad\ antage j our i li"i' e "I
\\ DI \ gets you.
Strong Group Fooling: \\ . used
ili- word "intense" from experience.
I he fa< t thai W DI \ programs entire-
1\ with Negro \<>i< es and music has had
an electrifying result on audience rat-
ings in Memphis. Since L951, W DI \
has held unchallanged the top position
on both Pulse ami Hooper surveys for
"total number of" daytime listening.
\nd that"* in a field of eight stations,
some of which have been on the air
over twenty-five years.
W 1)1 \ talks in tones and accents its
Negro listeners find familiar and wel-
< nine. Its continuity is written with
an ear for these accents. \\ DI \'s music
i- unmistakably Negro music. So, while
other groups are changing and shifting
around. WDIA's listeners stay tuned in
— for good. This is their station. As
far as they're concerned, it's the only
-tat ion.
imnzing Results: h is this combi-
nation of tailored programming, group
pride and complete acceptance which
we imply when we say ""loyalty." ^ et
there's still more to the WD I \ picture,
and that's coverage. Loyalty boosted
W DI \ in just one step from a 250-watt
station to a 50,000- watt station — the
only 50,000-watt station in town. Now,
\ ou apply that amount of power, with
a specialized approach, to the market
that concentrates one-tenth of the Ne-
groes in the 1 .S.A. \ml regardless
of what you hope, the response may
still surprise you.
For there is yet another factor in
vour favor. \ml that's the buying
habits peculiar to this group of people.
They make money — a quarter billion
dollars in 1955. But thev spend more
than lli. I he) II a- In. ills
Bpend eight] pert eni ol it, on i onsumer
Is. I <">k al Memphis, f<>i instant e:
pen eni ol the people in the Mem-
phis trading area are Negro. I bis fa t
in itself i- worth remembering. Hut —
thai fort) percent, whi< h W DI \ i an
command foi you i- buying wa) more
than ii- share. I he) bu) 56.8 pen eni
"I the salt in Memphis. 53.4 percent of
the women's hosiei y. 14.5 pen eni "f
the girls' dresa -. 64.8 pen eni ol the
Hour. The) bu) quantit) . and quality.
We frankK don't know <>f a market
anywhere with the same potential as
this "'Golden Market" .,1 W DI \. It has
alread) produced enviable re-ult- for
such advertisers as
.S'iraii.vdoirii Caiee >li.vc*. l'al
Itluelcs. Colgate Dental (renin.
.Super Suds. Knot Cigarette's.
Carnation >Iil/.\ Fitch Sham-
poo, Sim-lair fin.vofinc.
We'd really like best to -how \ou
what WDIA has accomplished in the
particular line "I produ t that interests
you. If \oull drop us a note al out it.
we'll be glad to send \ou right hack
-..Mir documentation on W DI \ - per-
formance in vour own line. W e believe
the facts about W DI Vs unusual mar-
ket and appeal have a ver\ important
hearing on the problems which you en-
counter in the South.
W DI V i- represented nationally by
the John F. Pearson Company.
BERT l El: netal Manager
HAROLD WALKER, C»mmefnal Manager
3 OCTOBER 1955
81
Measure of
S
uccess
In every field there are recognized measurements of
success. Some true; some false.
In broadcasting the true measure of success is this:
Listener preference.
In the great Tulsa market area most of the listeners
prefer KVOO most of the time.
This sure and unchanged preference for Oklahoma's
Greatest Station has remained constant for more than
30 years.
During all of this time most advertisers have also made
KVOO first choice.
When you have advertising dollars delegated to do an
important job for you in Oklahoma's No. 1 Market Area,
assign them to KVOO where more people will hear your
message more of the time and at lowest per listener cost.
Advertising dollars have more value when placed on
KVOO, the station listeners believe in!
RADIO STATION KVOO
NBC AFFILIATE
EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES
50 000 WATTS ^m ^^^^^^^^^^^^^^^^^^^^^^^^^^ TULSA. OKLA.
OKLAHOMA'S CREATEST STATION
82 SPONSOR
.
ighttime 3 October 1955
MONDAY
RADIO COMPARAGRAPH OF NETWORK PROGRAMS
TUESDAY I WEDNESDAY | THURSDa^
Nighttime 3 October 1955
SATURDAY
^p" and
' '■"-'!' •'"" '"■'' ''»•'• «'■'■••
tlmr-i, ero ButatD DHylUht
Spontorg limed «l|ili..iMMii'<illi( tciih agency and lime on all*
Billy Graham. W. P. BarroWl ,j .'.HC, Sun »:30-l
nu.roai.: b, mldnlibt; i
jf>!MMhM
or. pruduru: t. r»pee
i' NVC; 8,
BmUhwii, autladai A UH«fil(1; s.«i
,.. I , ■ I
ii A liimwicr M|i| ,iiit 13 Svi>(
III 11 -Th IOtIO-11'JO 1(0! tllllr* PrMat br«*d
■ U rOB i-r a ;i< Mr radio noli
I.JIMI. I|...II.,P, 1„T
-.-.. ".-. ... If 11 II ■..'■. :....
mm', floiiliio imnkiimiliTi id.ui .jrerlna ivxll.lilllil.
Mutual Morn I
Allstate Chrlttlamen: ABO, MP 11:30-45 pm
Amtr Bdksrici. Tuekti Want: NBC, M-F V30-
'. Murray: CBS. M-P
Amtr. Oil Co.. lot. Kir, ril*. H-F 7 IB I pTB;
Amtr, Safety Ru«. McCann-Erkkion: ADC. til
1040-11 pm
Ball Broa.. Appeals: ADC, Snt 10:30-11 »ro
Binkin L|U L Cuuilty. Gram. Bcbwenc* A
linker: Alio. Sim id in i.i r,„
Baurr & Black, Burnett: CHS. M, P 10:30-45 am
Bayuk. rt'Airr ARC. Run II II pm
Briitol-f
Church of ChMit Mir
Walron [„iiBrfl*]d: ABC,
I A Co.: ABC. Bun 1-1*0
. Mir U i- 7 -T :ir. pm;
Cltiei Scnrlce, ElUoftnrj: NBC, U 940-10 [
Coca-Cola, D'Arey: UBS, T. Tti :45-B pm
Colgate- Palm.-Paat. SMj; K ' «-p II.
em: 0 IS 30 pa
P 10:30-48 un
Gillotto, Ma*on: NBC 10:30-10:83 pm
Curtlw Candy, Miller: MBS, W 8-S:30 pm
Glamorone, Hicks A Gretit: CBS, nit P 10 16-80
Oawn Bible Student*. Wm. OI*mod: 11BS. Sub
Deleo Prodi. C-E: CDS. M-P fl:4S-T pm
Dodge. Grant: NBC. Th 8-8:30 pm
Th lO::to in r. tm; TI), V am; P 11:15-30
Hawaiian Pineapple, N. \V Ajrer: CBS. P 3:15-30
Healing Watan. Int.. Whit* Ad. : ABC. Bud
T. Th 10:45-11 no
-.'■.' mi pm
Emo Standard Oil, Merichalk A Pratt: MBS. M-P
LpwIi Howe, BAR, CBS. nil T. W 4th V
9 9:05 pm
F.,ni.-.u- Artisu. 1- r.s. 11 ■ difl. s„t lnis-55 am
vanilla: MTiS. Sim 12:15-30 urn
lack-ion Brewing. Pltiaerald Adv.: MBS, M-Sat
Flreitonu. Suo.-m-y A- .Urn.-,: .Mil'. M 8:30-3 pm
pm: CBS. Tu, Th 1045-11 am
General F...(i , .■ i: i'IIS, M 12:121-12:30 am;
Kraft Foorii Co., .1 Wiiller Tii,.ininmii; MUM
M ff '■ D > M W 1' 12:15-39 pru;
] ■ - ■ . r- pm; 1 15-8 pm; M. w
Lettuce. In*.. John Coher: MBS, T, Th 11:30-45
Bros . MeCann-Erickian: CBS. M. W.
P 11-11:15 am: CBS, M, W. P 3-3 IS
P. Lorlllnrd. LAN;
Lutheran Laymen'* Laaou*. Gotham: MBS, Bun
1:30-2 pm
McKesson A Robbing, Ellington:
Metropolitan Life. TAB: CBS, M-F 8-fl:15 pm
Mllai Labomlorlai. Geoffrey Wi4»: NBC. Tu. W.
F 7:45-8 pm: M-F T ::"!'. pm: M-P 11 15
12 n; MP 3:18-41 pm: 8-9:18 pin
Miller Prog., Wlnlus- Brandon: CBS. Sal 11-11:15
Mll>
Mir
Murine. BBDO: CBS. alt Th 9:30 55 pm. 6-niln
Muiterole, Ensln Waiey: ABC, flit A Bun, 24
Mutual of Omaha, Bozell * Jacobi: MBA. Buo
Nan BlMUlt KAK- MTtS Sun
Norwich Phnm, It Ml Mils, M
Pabit. Warwick A Lanier: ABC.
Pllhhury MilU. Leo '
in nn,: M-Th ll:la-au am
" " l#. B*B- Oompum, D-P-8. T*B:
CB8, M-F 12-1" "
Q-Tlpl, Gumblrmer:
CDS. M-TIi
ipun, D-F-l
1-1 lit nni
F 3-3:ir,
ahor A rtldan:
C, M. T 10-10:05 i
O Boymon MBS.
Bun in-in:3tr «m
Ruvlon. NCAK: i'US, 'hi 10 ur. 10.30 pm
R, J, Reynoldi Tot.. Eaiy. MMS, M Y - 1:30 Pin
iit.rin Mrime plan); NBC. flat 830 to pm;
Rhsdaa Pfiarm, Prim I a -Oat Oi alt: NBC. M. w. F
8-SOQ pm
Scholl Mfg.. Donahue A Coo: MBS. M-F 8-8 30
Seomin Brw.. Welntraub: ABC. Tu. Th 10-10:36
Sterling Drug. DP-;
VTIC. M, W. P «:tr.-*o pm
Sun Oil C*,. DAB: NBC. U-7 8 45-T par
i A Brown: ABC.
Sat 10-10:30 am
Texas Co.. Kudner: ABC. 23 rlre-mln. pensraita
each weekend thru Nn».; ABC, Sun 6-6:05 pm
Toni Co. Welu A G^llerr Leo Bumett: CBS, M.
\\ . P 1^0-45 pm. Tu. 11-11:15 am; NBC.
M, Th 7:45-3 pm; Tu 8-8:30 pm
of Praoheey, Weetem: ABG. Sup 9:80 10
T0DAV!
llteh.ll I
10:80-11
I-F 12:48-1
Wlllard Storage Barlory, Mnlrlriim
MUM T Til (i -0:15 pm
Woolworth. Lynn Bakor: CB9. Sui
Wlnos of Healing. Oentun: Mils.
Amer. Home Proda. ).
FeuamltTi.
30-45
. BAB: CBS, Sub fl-« »o pa:
RADIO COMPARAGRAPH OF NETWORK PROGRAMS
Daytime 3 Octobe ™1 9 5 5
SATURDAY
...so we hired a cement mixer
to shuffle the mail!
# ^
<d}
^
&
81/754 letters in 8 hours!
Nearly ^2 million entries in 10 sizzling days'
A
This is the kind of action KN'X Radio can deliver
now 1955 !
Less than two weeks before last September 10, the
day on which KXX Radio celebrated its 35th Anni-
versary, the station invited listeners to enter its
Birthday Bonanza of entertainment and prizes. To
enter, listeners simply sent in their names and
telephone numbers.
Hundreds of thousands of ears perked up . . . and
so did the thermometer! The mercury hit a frying-
hot 110 degrees and hovered there throughout the
ten days in which KXX promoted its Birthday
Bonanza.
In spite of this record breaking heat wave, KXX
Radio received just short of 500,000 entries, in-
cluding a whopping 81,754 letters and cards in a
single 8-hour day!
Southern California's
'Solidly sponsored.
"Cumulative Pifls* Audience.
KXX got so much mail, in fact, that it had to rent
a gigantic transit cement mixer to shuffle the mail
before each contest drawing.
Why all the excitement? KXX's BIRTHDAY
BONANZA was BIG. $65,000 worth of prizes.
Eighteen hours of programming that covered
Southern California from man-in-the-street to
man-in-the-money, from sea bottom to cloud top.*
Yes, the KXX Anniversary was something special.
But then, KXX is always special. KXX is the
Southern California station most people listen to
most often ... reaching 84 r'< of all Metropolitan
radio families in a week, 45f< in just one day.* *
Got something to sell? For special results, let KXX
sell it in its own special way!
KNX RADIO
first station in 1920. First in every way in 1955.
50,000 WATTS • CBS OWNED • REPRESENTED BY CBS RADIO SPOT SALES
WOMEN TO ADMEN
t ontinued from page <!<)i
cials or sales pitches tliat Easterners
«ir perhaps Southerners respond to.
"The personalit) who does the pro-
gram can best tell whether her par-
titular audience will respond to a cer-
tain type of commercial and in which
program that product will he hest re-
• eived."
Hadio-Tr Result*: Admen who
might \>v inclined to challenge the
opinions of the AWRT members on
ho« to -ell to women successful!)
would do well to consider the long
roster of sales successes the ladies have
achieved. The ladies have qualified
as experts — the hard way.
Here arc a few such successes selc t-
ed from the main submitted to spon-
sor in the AWRT survey :
• Groceries: Pittshurgh's Thorofare
Markets is a chain of 64 big food
stores located throughout the western
Pennsylvania, Ohio and West Vir-
ginia areas. As a high spot of its
tv advertising, it purchased (via
Ketchum. Macleod & Grove) the Gen-
TOP NIGHTTIME NETWORK
PROGRAMS AVAILABLE
MORNINGS ON WGN-TV!!
"MY LITTLE
MARGIE"
10:00-10:30 A.M.
Monday thru Friday
THE
STU ERWIN SHOW"
10:30-11:00 A.M.
Monday thru Friday
AVAILABLE FOR PARTICIPATIONS OR FULL
SPONSORSHIP AT NO PREMIUM PRICES!!
Nighttime Participations Available In FIRST RUN
GENE AUTRY — ROY ROGERS Features 7:00-8:00 P.M.
441 N. Michigan Avenue
Chicago 11
Illinois
WGN, Inc.'s New Phone Number
Is Michigan 2-7600
WGN-TV
Chicago Q
For Your Best Radio Buy in Chicago, It's WGN — Reaching More Homes
Than Any Other Chicago Medium..
eral Teleradio feature package KDKA-
TV, Pittsburgh. It was, in large mea-
sure, a $64 million success.
Ka\ Neumann was chosen to handle
commercials featuring new grocery
products. Thorofare's low prices and
the S&H Green Stamps.
Said L. B. Smith Jr., executive v.p.
of Thorofare. of Kay's abilities:
"Probably the most successful ad-
vertising medium we developed in 19o4
was the introduction of 'recent' full-
length movies, with outstanding dem-
onstrations and presentations of com-
mercials by Kay Neumann. Thorofare
Star Time Theatre had no small part
in developing the 36% increase in
sales above the previous year, brin»-
ing our 1954 sales to $64 million.''"
Kay, incidentally, is a daytime fa-
vorite of Pittsburgh homemakers. She
conducts an across-the-board cooking
program, 1:30-2:00 p.m. with a list of
blue-chip sponsors that range from
Fluffo and Oxydol to Reddi-Wip and
Youngstown Kitchens.
• Cook book: KWTV calls Vivian
Batten "Oklahoma City's most popular
housewife" — and the chances are ver\
good that she is.
She does a regular morning show
and KWTV and on its radio counter-
part, KOMA. An expert homemaker.
she shares with her audience tips on
charm, keeping fit. grooming, etiquette,
household hints, safety, cooking tips
— and even discussions on what makc-
an automobile run.
Reported Vivian:
"We made one announcement on the
show to the effect that we would send
an / Love Lucy cook book to any
viewer writing in and in the same an-
nouncement said these same books
could be obtained at the stores.
"The announcement was very brief
and no sales pitch was given. We re-
ceived, during the following three
da\s. 562 requests for this book."
• Household and food items: One of
the most popular women's shows in
the Detroit area originates in a beau-
tiful model home built on the shores
of Lake St. Clair to the specifications
of Edythe Fern Melrose. Her WXYZ
radio and tv shows, appropriately
enough, bear the title The House i?'
Charm.
She discussed sales results on her
show, which she prefers to handle in
an informal manner with largely ad-
lib commercials based on agency-
provided factual material, in an equal-
ly informal roundup:
90
SPONSOR
WOODland-TV is big territory!
Everybody loves a pickle . and there's a variety to please every
palate among the famous Heinz "57 . . gherkins — chips —
relishes dills - sweet mixed.
Heinz, one of the world's largest pickle processors
adds impetus to the growth of WOODland, U. S. A.
A year's consumption <>f pickles would encircle the equator ten time? . . . and
t)r>' < of the pickles processed 1>\ world-famous Heinz begin their earth-spanning
journey at the compan) s Holland, Michigan plant . . . tin- worlds lamest pickle
factory, a part of the thriving WOODland production area.
Heinz has many world leaders a- neighbors in this rich market area — in the
primary trading center of Grand Rapids; in Muskegon, Battle Creek, Lansing
and Kalamazoo. \nd the entire market i- yours with WOOD-TV- -which has
the 20th highest set count in the country. Tor top sales results, schedule WOOD-
1\. Grand Rapids' only television station!
WOOD-TV
WOODland CENTER
GRAND RAPIDS. MICHIGAN
GRANDWOOD BROADCASTING COMPANY • NBC. BASIC; ABC. SUPPLEMENTARY • ASSOCIATED WITH
WFBM-AM AND TV. INDIANAPOLIS. IND.; WFDF. FLINT. MICH.; WTCN-AM AND TV. MINNEAPOLIS. M NN..
WOOD-AM. WOOD-TV. REPRESENTED BY KATZ AGENCY
3 OCTOBER 1955
9*.
YOU'LL SELL
MORE BREAD
with these
$60,000*
Animated Cartoon
TV BREAD
COMMERCIALS
^^ Original production cost. This has already
been paid by one- of the country's largest
bakers. This is what it cost to produce
these films from the start, but you can get
them for a tiny fraction of the original cost.
Here's what you'll get:
FULLY ANIMATED FILMS -Animated cartoons are
top salesmen on TV. You get full, not partial,
animation.
SHOWS YOUR WRAPPER OVER AND OVER-Your
wrapper appears in the animated cartoon se-
quences. It's also shown full screen size repeat-
edly.
YOUR BRAND NAME REPEATED OFTEN - Your
brand name, slogan and the sales slant you are
now using are made part of each commercial.
Entire sound track is made to your order.
FAST-MOVING ACTION THAT PACKS A SELLING
WALLOP!— This series was created by baking
industry' people to fill the need for top flight
television film commercials for bread. It's test-
ed and proved — is now doing an outstanding
job of increasing bread sales for bakers in one-
fifth of the country.
EXCLUSIVE USE — No one else can use it in your
market— ever! Extra prints guaranteed available
up to three years.
POINT-OF-SALE TIE-IN— Attractive cartoon young-
sters (named for your bread in the film) offer
many possibilities for merchandising.
USE AS TV SPOTS AND IN PROGRAMS-Strong
appeal to both children and adults makes these
commercials appropriate for use at any time
during the television day — as spots, in pro-
grams, or within participating shows.
TAILORED TO YOUR BRAND-You get strong iden-
tification of your brand name throughout, in
both sight and sound. These films look as
though they were specially made for you— top
quality production puts your commercials up
with those of America's biggest television ad-
vertisers.
LOW COST — Because original production costs
have been paid, this series is practical for even
LIMITED ADVERTISING BUDGETS.
AVAILABLE QUICKLY - Prints will be delivered
ready for use within 35 days.
DON'T
DELAY!
This series is
available to
only one baker
in a market.
TELEVISION DIVISION
203 Alexander Bldg. , Colorado Springs, Colo.
Mail the coupon now for full details - no obligation
Television Division, ALEXANDER FILM CO.
203 Alexander Bldg., Colorado Springs, Colo.
Send detailed description of Animated Cartoon
TV Film Commercials for bread.
NAME.
FIRM.
ADDRESS.
CITY
92
"Once we jumped the gun on giving
a sale price on meat for a sponsor
whose frozen steaks were trying to get
distribution. That one error brought
shoppers into markets demanding the
steaks before the show was completed!
The sponsor was so shocked he tripled
bis appropriation on our programs.
"Another time, we demonstrated a
steam iron — and oversold the quota
for the city by several thousand. We
selected a certain pattern in wallpaper
for redecorating the Charm Kitchen,
and showed the selection to the tv
audience. The wallpaper was sold
out so much that we were unable to
get enough to do the kitchen three
days after it was shown, even though
the sponsor was carrying it in whole-
sale lots and had eight stores plus a
warehouse to draw upon.
"Last week, we offered designs for
making sofa pillows. The fabrics sold
like hot cakes; we had to call New
York for more design leaflets. We
went to Hawaii for a vacation. Came
home, prepared Cantonese dishes, and
the whole city ran out of soy sauce!
Couldn't even buy a bottle for the
show." •*-*-*■
STATE.
CANT SHOW PACKAGE?
I Continued from page 47)
New York's WRCA-TV, for example,
offered one week's use of its lighted
moving sign on Times Square to plug
Japanese King Crabmeat and also a
plug in a trade magazine, Grocer-
Graphic. Boston's WBZ-TV sent let-
ters to 800 grocers in the area telling
about the campaign. Philadelphia's
WPTZ offered a free ad in Food Trade
News, and Baltimore's WBAL-TV of-
fered to conduct the entire contest it-
self, including cost of premiums, plus
a grand prize of a Meadowbrook
Tappan Range for the best crabmeat
recipe and several GE electric skillets
as runner-up prizes. In Chicago,
WBKB arranged a personal appear-
ance by Francis Pope, star of the
show, demonstrating the client's prod-
uct for two hours at one of the leading
supermarkets.
The commercials were planned to
take advantage of live participations,
with fact sheets supplied to the tv per-
sonalities who could word the actual
pitch to suit themselves. One of the
main points of the commercials was
the contest, of course. The agency
supplied some sample commercials just
to insure that all copy points would
get across.
Within less than three weeks after
being appointed the client's agency,
Gotham-Vladimir had the campaign
on the air. Scheduled for a 13-week
run, the participations expired during
the first week of September.
While it is impossible to chart re-
sults precisely because of the large
number of different sales organizations
I mainly food brokers), involved, re-
ports from leading food brokers in
the U.S. showed the following sales
increases since the start of the cam-
paign: 30-40% in Boston; 20', in
Chicago; 10-20% in New York. There
are still no figures available for Balti-
more and Philadelphia.
"But the mail response from view-
ers in all our tv markets has been very
large," Andy Vladimir told SPONSOR.
In fact, the tremendous selling pow-
er of video was the cause for an un-
• •••••••
"It appears now that our bulky pic-
ture tube . . . will give way, in the
future, to a thin layer of electrolumi-
nescent material within which the same
functions are performed. This devel-
opment, together with the miniaturiza-
tion of other elements in our receiving
circuits, will give us mural television.
Its form will be that of a thin screen
decorating a wall and controlled remote-
ly from a small box beside the viewer
elsewhere in the room."
DR. E. W. ENGSTROM
Executive V.P.,
Research & Engineering
RCA
• ••••••*
fortunate number of letters of com-
plaint, saying in essence: ". . . but I
can't get Japanese King Crabmeat in
any of the stores. . . ."
The cause for these letters seems to
have been the relative impact of video
DR. M0ULAH
Psythiatrisf
" — and just because
KRIZ Phoenix listener,
sisted I see you."
I'm not a
my wife in-
SP0NS0R
with
WAVE
you don't buy the oysters—
YOU BUY THE PEARLS!
.J only llll /. gives you concentrated coverage of the
Bville Trading Area — Kentucky's ">//) pearl-like market!
IXX) MICH — NOT TOO LITTLE!
W \\ 1 , there's no wasted power or circulation. Our 50r^ UMB day-
irc.i is m\ almost exact duplicate of the Louisville Trading Area
e -/2.^rr <>f Kentucky's i"i,il Effective lii/yi>j^ Income is concentrated!
IKLING PROGRAMMING — BIG AUDIENCES!
i I believes in local programming — supports a radio-only staff of
» of whom are engaged in on-the-air activities exclusively.
I i-. also NBC — the only NBC station between Cincinnati and the
ssippi River. The result is balanced programming, hig audiences.
vis precious little to use WAVE — Louisville's 5000-watt gem.
NBC Spot Vile-, for the figures.
WAVE
LOUISVILLE
5000 WATTS
NBC AFFILIATE
[ni*c|spot sales
National Representative
Quick *
Watson!
For the first time in years, WMAR-TV, The
Sunpapers' television station in Baltimore, is able
to offer availabilities from 1 0-1 0.30 P.M. This is
a limited opportunity, caused by network ad-
herence to Daylight Saving time for five weeks
after Maryland returns to Eastern Standard
Time.
WMAR-TV is programming "Sherlock Holmes"
—with Ronald Howard as the classic sleuth— six
nights weekly beginning Sunday, September 25.
Each episode will be first-run in the Baltimore
market.
Each episode will run at the peak viewing
hour of 10-10.30 P.M.
Each episode will have the advantage of high-
rated lead-in programs, and powerful programs
behind.
In Baltimore's sponsor-crowded TV schedules,
this is an unparalleled opportunity for exposure
of saturation schedules and short-term cam-
paigns within a vehicle as powerfully attractive
as Conan Doyle's famous stories.
And in five weeks of consecutive-night show-
ings, "Sherlock Holmes" will have had the ad-
vantage of the most powerful audience buildup
in the history of Baltimore Television, to guar-
antee the series as a continuing vehicle in the
Baltimore market.
EVERY NIGHT (except Wed.)
10:00-10:30 P.M.
Sept. 25th thru Oct. 29th
3 participations available
within each program
WMAR-TV
* * * * ]
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
Represented by THE KATZ AGENCY, Inc.
New York. Detroit, Kansas City, San Francisco,
Chicago. Atlonta, Dallas, los Angeles
ami audio: Bince Japanese King Crab-
meat is packaged at the moment under
many different brand names without
a unifying, identifiable trademark or
symbol, the agency made up some
dummy labels reading "Japanese King
Crabmeat"' and asked the stations to
put these labels over all the cans of
crabmeat to be used on the programs.
Stations were also supplied with a
balop saying "Be sure that every can
you buy contains Japanese King Crab-
meat."
The fact sheet and explicit instruc-
tions to the tv personalities, however,
asked them to explain to their listen-
ers that there were many brands of
Japanese King Crabmeat available and
that they could be identified by the
words "Packed in Japan" or "Product
of Japan'" on the can. Despite these
explanations, many women apparently
looked for cans with the dummy label
they'd seen on tv, when they went
shopping.
Gotham-Vladimir has already sug-
gested to the Association that it de-
cide upon the picture of a King Crab-
meat as a trademark for all brands of
the Japanese product so that the cans
seen on tv in the future will be identi-
fiable in stores too.
"The selling power of television,"
says Andy Vladimir, "virtually dic-
tates a need for recognizable pack-
aging. And there's little doubt in our
mind that we'll use television increas-
ingly as the budget permits, and prob-
ably along the pattern that has proved
successful for us to date." * * *
SPONSOR ASKS
[Continued from page 49)
One complaint I have is with the
distribution of the products. We have
been in a poor selling position several
times when there has been a demand
built by television and the customers
come into the store to buy before we
have gotten our stock of the product.
That hurts our business, and wastes
money for the advertiser. When the
customers cant get what they want,
they settle for another product.
Florence Bower
Bower's Pharmacy
Ten a fly \. J.
WE VSE TV OLRSELVES
9 We are one of seven stores in a
(bain in this area, and we've had such
good results from television advertis-
ing that we've started an announce-
ment campaign on tv ourselves. So
far, it seems that it's too early to have
any real results, but it looks very good.
Of course, after the television shows
advertising cosmetics and patent medi-
cines, we get a big run on them. We've
learned that it pays to have a good
stock on hand for such products, and
we give them the best display spate
available because we know they'll sell.
Two products that we notice moving
fast after their tv shows are Toni
home permanents and Geritol. With
our large prescription business, we sell
more medicines and patent medicines
than most druggists, so we like to
know that manufacturers are helping
us sell their product.
Cigarettes sell well and we keep
them right near the register so that
customers ask for them when they get
their change. It helps when the cus-
tomer has already made up his mind
about the product, even on cigarettes.
C. P. Updike
Patterson Drug Co.
Danville Pa.
VIEWERS BELIEVE TV CLAIMS
© \\ hen a product is on tv it sells.
We have to stock the items that art-
advertised because our customers ask
for them. The most outstanding sale*
boom I have noticed occurred with the
Revlon $64,000 Question. All of those
products were in big demand after thr
show, but we managed to keep up with
the calls and didn't run short.
W e use displays on our gondolas for
advertised products, and I have enougr
confidence in the television advertising
tc stock and display a product if 1
heard it was going on tv. If I didn t.
I might be lost under a deluge of or-
ders the next day. People seem to
believe in and buy the products the\
have seen demonstrated on television.
Pearl Balotin
Balotin Pharmacy
Ellenrille N. V.
IN AMERICA'S
9th MARKET it's TV's
Ttecv ZuecK
316,000 watts of V. H. F. power
WHTN-TV^
Greater Huntington Theatre Corp.
Huntington, W. Va. Huntington 3-0185
94
SPONSOR
! IM- -
FIRST in the "Land of Hiawatha"
In the fall, the great Northwest becomes a land
of outdoorsmen . . . hunters, fishermen — en-
thusiasts for all the activities which can be
found in the "Land of Hiawatha." These are
an active people . . . and an active-buying
market for any advertiser.
In this vital market of nearly Four Billion
Dollars in spendable income and 615,000
TV homes, KSTP-TV has long been the leader.
It is the Northwest's first television station,
first with maximum power and first with color.
Through superior entertainment, talent and
showmanship, KSTP-TV has won a listener
loyalty that is important to you because it
means sales.
To put your advertising dollar to work most
efficiently and most economically, KSTP-TV
is your first buy . . . your best buy in the
rich Northwest!
MINNEAPOLIS • ST. PAUL Bask NBC Affiliate
EDWARD RETRY A CO., INC. • NATIONAL REPRESENTATIVES
3 OCTOBER 1955
95
IT SHOWS
AT HOME!
THAT'S WHY LOCAL FIRMS
PUT GREATEST DOLLAR
VOLUME ON WREN!!
It's no secret here in Topeka that
WREN covers the territory best!
That's why local firms put their
greatest dollar volume on WREN.
That's why we can quote continuous
program sponsorship like this —
Kansas Power & Light for 17 years
... Ed Marling Appliance for 8
years . . . Scott Motors Chevrolet
for 7 years . . . McCormick Rug for
4 years . . . Hall Stationery for 7
years . . . Alexander Baking and
Jordan Sunbeam Bakers for 5 years
. . . Capitol Federal Savings and
Loan for 7 years. Here is a husky,
booming market that WREN covers
best ... a market that can't be
reached by Kansas City stations.
Why not contact your John E.
Pearson man for details on WREN
coverage and rates. We think you'll
be surprised.
RADIO SELLS INSURANCE
(Continued from page 41)
sumers with the objectives of the MFA
as an organization and the various
units as parts of that organization;
(3) to acquaint "city folks with the
problems of the farmer"; (4) to pro-
mote safety.
Advertising expenditures are allo-
cated according to the needs of the
various units and localities served. At
the moment, for example, the Plant
Foods Division is working on anhy-
drous ammonia sales. To do this, the
division is using extra time and space
beyond the regular budget allocations.
Decisions for these promotions are
made by the managers working with
their individual advertising depart-
ments.
MFA uses an interesting approach
to its radio advertising. Its choice
station is generally a 250-watter, al-
though it does use one 50,000 power-
house, and a handful of 1,000- and
5.000-watters. The advantage of the
small station, according to Wyatt, is in
getting "right to the grass roots." The
radio farm director or announcer who
gives the market or farm news or
weather and newscasts will talk about
an MFA product or service, integrate
it into his editorial matter, and, if in-
trigued with the subject, occasionally
he may spend as much as five minutes
discussing it.
So closely is the programing gen-
erally tied in with the commercial pur-
pose of the shows that it sometimes
consists strictly of the man at a local
Exchange interviewing the people who
come into the Exchange, getting their
comments on, sayr, soya beans, if that's
the product being pushed at the mo-
ment. The commercials are all frank-
ly and strictly hard-sell.
Take the folksy pitch of this fire in-
surance radio commercial as an ex-
ample:
"MFA Mutual Fire Insurance is like
a good neighbor . . . right there when
you need help the most. If your house
burns, MFA Mutual will step in and
help vou shoulder the financial load.
MFA Mutual Fire Insurance with Ex-
tended Coverage will also protect you
from wind, lightning, hail and other
perils. Building costs are rising. If
your fire insurance isn't keeping pace,
call your MFA Mutual Agent. A'o
assessments or membership fees with
MFA mutual Insurance. And you get
renewal dividends. See your MF/'
Mutual agent today."
MFA doesn't take any chances oi
the number of people it reaches. Las
year, for example, the organizatioi
undertook a vast research progran
of its own to determine the precisi
viewing and listening habits of farmer
in Missouri.
During the middle of 1954, MF.'
Mutual Insurance Co. mailed a post
card questionnaire to 150,000 mem
bers of the MFA. A total of 4,64(
cards were returned; that is to say, th<
survey got a 3.8% response. Wyat
feels that this turnout, slightly bettei
than the average questionnaire return
was sufficient to indicate trends. Or
the cards were 11 questions pertaining
to set ownership, station and progran
preferences, viewing and listening
habits for time of day and night.
The results showed 63% of the
homes equipped with radios only, 37'
with radio and tv. Most MFA mem
bers reported more than one radio
On the over-all. the survey shower
that 35% of Missouri farm familie
have only one radio and no tv; 28'
have more than a radio, but no tv
13% have a radio and a tv set; 24'
of the families have more than on-
radio and a tv set too.
The survey also showed the heaviest
radio listening is done in the livin.
room (23.5%) and the kitchen (23
Furthermore, 3,381 answers indicate'
that for the period from 5:00 to 8:0C
a.m., the point of heavy tune-in u
6:00 a.m. with 1,022 sets being turner
on. During the lunch period, higl
noon was tops with 2.046 out of 3,32T
respondents turning on radio then
Late afternoon tune-ins were scattered,
with 6:00 p.m. showing a slight edg<
over the 4:00-8:00 p.m. times.
Similar figures for tv showei
heavier tune-ins later in the morning
7 UP USES
KM
PASADENA* LOS ANGELES
V Spanish Language
\ Station /
representatives:
New York — Richard O Cornell, Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
96
SPONSOR
Channel 2
tuns r/ngg around...
"
the larul of Aidk ond^mul
... and nearly a million people
live within that "B" ring!
VepmBig$et'n Baltimore!
i A » D •« " [VANS 0 - - "9.
3 OCTOBER 1955
97
The Bright New Spotj^
on the dial! ....
IB
v;
Covering one of the fastest
growing markets in the West
...the greater San Jose area!
What's more, KNTV also de-
livers the rich Monterey Bay
cities of Monterey, Salinas,
Santa Cruz and Watsonville.
Catch these prosperous home
owners with their own home-
town station, KNTV, Chan-
nel. II. ~7* fc? '
+ .'i
y As\ your Boiling Man for
specific market details. You'll
be amazed!
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
SALES WITH SHOWMANSHIP
HILLSIDE HOEDOWN
Saturdays 9:30-11:30 P.M.
Evansville's ONLY weekly Barn Dance —
televised LIVE from downtown Evansville
every Saturday night.
PARTICIPATIONS AVAILABLE
Represented by
MEEKER TV. INC. — ADAM YOUNG
ST. LOuii
CHANNEL 50
NOW OPERATING
WEOA— CBS RADIO
peak viewing at noon and graduallv
increased viewing from 6:00 p.m. on-
ward into the evening.
MFA keyed its timebuying strategy
closely to these findings, bunches its
programing during the early morning,
noon hour, early evening and pre-
midnight period. When MFA wants
to do a particularly big job in a mar-
ket, it's not unusual for the organiza-
tion to buy as many as three daily
programs on a station. In Springfield,
Mo., for example, MFA has two daily
15-minute programs and a 10-minute
program on WKTO, a 5 kw. In Mar-
shall. MFA sponsors three daily 15-
minute service programs on KMMO,
a 1,000 watter. St. Joseph's 5 kw.,
KFEQ, has two 10-minute and one
1 5-minute show on each day for MFA.
In addition to company-sponsored
time, more than 50 MFA Mutual local
agents buy radio on their own. MFA
provides these agents with MFA Mu-
tual radio commercials to insure con-
tinuity of effort. In August 1955, for
example, MFA distributed more than
2,400 radio commercials. These went
to 54 stations, 39 in Missouri, 10 in
Arkansas, three in Kansas and two in
Nebraska. (MFA Mutual Insurance
Co. is the only component of MFA
which operates outside of Missouri
as well.)
Basic in all of MFA's radio selling
is this relationship between announcer
and listener, according to Judd Wyatt:
"Our approach is straight selling, but
we like for an announcer to know the
people and for the people to know the
announcer. Programs differ from sta-
tion to station, depending upon the
personality of the announcer. Based
on their knowledge of MFA, they have
considerable freedom."
While Wyatt insists that he's got
strictly two yardsticks for advertising
effectiveness "sales and gripes, de-
pending,"' MFA does offer occasional
write-ins on the air which serve as a
gauge.
"During National Farm Safety Week
last July," says he, "we offered a red
flag sticker. With respect to this red
flag offer, it proved to us that folks do
remember radio messages for days and
weeks. We made our red flag offer
the week of July 24. During the week
of September 5 Ave were still getting
requests."
Wrote one lady listener on 6 Septem-
ber: "As this is Day after Labor
Da\ and so mennv accidents. But
I've not heard a one that Had the red
flag up so Please Send me one soon
as I heard over the Radio that You
send them free to car Drivers. Please
send at once. I'm sure they have
saved many lives. Thank You in ad-
vance. Yours Respf. . ."
\ young listener sent the following
card during the middle of September:
"Dear Sir, We Hope we aren't to late
in getting a 'red flag" for our Dadd\
"Advertising expenditures are a v»a«li
of money unless the advertiser has a
staff of competent salesmen to nail
down the orders that advertising help,
create. And a new product from a
multi-million dollar research laboratory
is worthless unless men get out and sell
it. The old saw that people will heat a
well-rutted path to the door of a com-
pany that makes a better mousetrap i-
a lot of nonsense. They won't, flu
better mousetrap, if it is to be success-
fully merchandised, must be sold }<•
salesmen."
ROBERT E. PALMEfi
President
Robert Power Corp.
Sales Training Specialist/
Santa Barbara, Calif.
to use in hauling lumber. He is build-
ing in Belt View Drive and has bea
nailing our red handkerchief on. \\ c
heard this offer but went to camp, but
would have use for it still. Send it
to . . ."
Totally, MFA got 25,000 request!
for red flags from the four states ii
which MFA Mutual Insurance Co. ad
vertises.
Says Wyatt: "We actually don't
have many examples of mail pull. All
of our commercials end by asking the
listener to visit his local Exchange of
his local MFA Mutual agent. As a re-
"The trouble with your sermons
on KRIZ Phoenix, Reverend, is
they make me feel like a sinner."
98
SPONSOR
null, when we make an offer, instead
of writing the station, the listenei jusl
riaits his Exchange 01 agent. I 01
example, VI FA |iul>li-lie- .1 farm alma-
I his yeai we had 1 20,000 copies
printed. Of this number 17,000 were
distributed h) mail in response to
1 --< 1 m-~ t «- addressed to radio stations.
I In- others were handed oul bj the
■gents and Exchanges/1
1 he most stiikim: aspect "I Ml' \-
idvertising strateg) i- the fai 1 that all
idvertising is so closel) keyed to the
audience. Radio and (\ are
nSoroughl) typical «>l this integration.
\- Wyatt puts it: "Oiii programs
more to service than entertain-
ment, with radio farm directors, the
Man at 1 1 1 * - Exchange' and his hulle-
im board, weather, news and cover-
of special events such as State
Fair. Maybe our statement that our
commercials arc stricth selling should
nodified, however, when we re-
member that our 10:00 p.m. weather
-|m>i on KOMI -I \ on Sunda) is de-
moted not to a commercial, hut to a
of scripture."
Karm Suppl) Days at Exchanges il-
lotrate another one of main ways in
which MFA ties in local events with
idio, newspaper and other advertising
activities. A special daj 1- 9el aside
in which exhibits, displays, demon-
-.nations and gifts combine to acquaint
the public with services ol the local
Exchanges. The Farm Supply Daj
gets a plug in just about ever) medi-
um. Likewise. MFA hears down on
Faun Safet\ \\ ivk. Fire Prevention
Week and other such events. Last
it the radio farm director meet-
ing in Chicago, three RFD's won Na-
tional Safetv Council Award- on MFA
Mutual sponsored programs.
Such awards or special events are
merchandised to the hilt. MFA in-
cludes mentions of its public -ervice
st in Power
and Coverage
1,000,000
WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel. Inc.
record in it- 1 < u 1 1 Vnniversarj book-
let. Which tell- the BtOI ) "I Ml \.
Founded b) W illiam Hirth, publish
ei oi I he Miasoitiri I armer, in 1914,
Ml \ was organized originall) mainl)
upon tin • "I >n. 1 11 11 1 readei - of the
fai in publii ation. His appeal to them
was "production cost and .1 reasonable
profit lot the farmer's sweat and toil."
and tin- he hammered home ovei the
years. His put pose, of com se, was
oi anizing a statewide association that
serves the farmers 01 Missouri as a
marketing and producers1 agency, as
a social and recreational service and
"a vital force in legislative matters
dealing with agriculture."
For mam years virtually ever) edi-
torial in lliith - magazine stressed that
farmers needed to increase theii bar-
gaining power through cooperation.
Bv pooling their marketings of calves
and hogs, through a cooperative ship-
»»ln watching an outstanding commer-
cial, tin viewer mnsl want t<> <-onini<-rit
upon it- originality* Word of mouth
advertising is just us potent in telling
a commercial as it i- in selling the
merit- of a new -oap powder*"
FRED A. NILES
r ice President
Kling Film Productions
Chicago
ping association, they could reduce the
large margins which livestock dealers
were taking hack in the early days and
get better prices for their livestock.
Today the scope of the organization
far transcends marketing problems, en-
compasses legislative action in state
and national law -making bodies. MFA
has gone heavily into production and
purchasing of farm equipment, petrol-
eum products, tires.
MFA Mutual Insurance Co., al-
though one of the youngest members
of the MFA organization, actually
holds first place among similar casual-
ty insurance companies in Vlissouri.
It was organized originallv in 1946,
hit first place in 1951, at least partly
by following the pattern of aggressive
advertising that was set by the Ml A
divisions. Today, close to 450 agents
provide service to policyholders though-
out rural Vlissouri and Arkansas.
Other statewide farm associations
throughout the Midwest particularly
play an equally all-encompassing part
in the life of each state's farmers.
• * *
li/l rt !:
Mother of Two, and Newly
Wed, Team up to Please
Baltimore Audience
JEAN McLANE LYNN CARROLL
.ban McLane and I ynn Carroll, vVCAO -
famous "Hi. Neighbor!*1 program team
brin;:- Baltimore women a gossip show,
featuring food, fashions, movie news, i" 1
sonal interviews. Vfondaj thru Fridaj
9:00-9:55 ajn. \-k anj Raymei Mai
about "Hi. Neighbor!" <>r call Itoh Itirh-
mond at WCAO, (lis for Baltimore,
."> k» on 600 ke.
■ THE QUAD-CITIES
Rock Island • Moline • East
Molinc, III. • Davenport, la.
NOW
1/4 MILLION
PEOPLE
According to Sales Management s
Survey of Buying Power I May 10,
19551 the Quad-Cities now have
250,200 people with an Effective
Buying Income of S5843 per family
or SI 794 per capita. Cover this good
450 million dollar market with WHBF
radio or TV — the Quad-Cities' favor-
ites.
WHBF .
TEIC0 IUILDING, ROCK ISLAND. ILLINOIS
Itpresenltd by Aveiy-KaWtl. Ik.
3 OCTOBER 1955
99
f&'z Tatting M
REE & JT ETERS, INC
Pioneer Station Representatives Since 1932
NEW YORK
250 Park A venue
PLaza 1-2700
CHICAGO
230 N. Michigan Ave.
Franklin 2-6373
DETROIT
Penobscot Bldg,
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
Fortune 3349
HOLLYWOOD
6331 Hollywood Blvd.
Hollywood 9-2151
SAN FRANCISCO
Rttss Building
Sutter 1-3798
100
SPONSOR
hm//&/b/
Willi more than [5,000,000 of them spending an average of 3 hours a daj
with the stations he represents, you'll find your F&P ( olonel well versed in the w.i_\s of
women — and ready to talk about them at the drop of his hat.
Furthermore, he has a Dumber of plans up his sleeve designed to keep your
product before the ladies who buy soaps and soups and such lor America's biggest families
. . . and do it at low rates and low. low eost-per-thousand . . . daytime.
For documentation and specific schedules, _\our F&P Colonel wants to drop his
hat in your office.
Representing
VHF Television
Stations:
EAST — SOUTHEAST
VHF CHANNEL
PRIMARY
WBZ-TV
Boston
4
NBC
WGR-TV
Buffalo
2
NBC
WWJ-TV
Detroit
4
NBC '
WPIX
New York
11
IND
WPTZ
Philadelphia
3
NBC
KDKA-TV
Pittsburgh
2
NBC
WCSC-TV
Charleston, S. C.
5
CBS
WIS-TV
Columbia, S. C.
10
NBC
WDBJ-TV
Roanoke
7
CBS
WTVJ
Miami
4
CBS
MIDWEST — SOUTHWEST
WHO-TV
Des Moines
13
NBC
WOC-TV
Davenport
6
NBC
WDSM-TV
Duluth-Superior
6
NBC
WDAY-TV
Fargo
6
NBC
WCCO-TV
Minneapolis-St. Paul
4
CBS
KMBC-TV
Kansas City
9
ABC
WBAP-TV
Fort Worth-Dallas
5
ABC-NBC
KFDM-TV
Beaumont
6
CBS
KENS-TV
XA/CCT
San Antonio
5
CBS
WE5T
KBOI-TV
Boise
2
CBS
KBTV
Denver
9
ABC
KGMB-TV
Honolulu
9
CBS
KMAU — KHBC-TV
Hawaii
KRON-TV
San Francisco
4
NBC
3 OCTOBER 1955
101
IN HOLLYWOOD THIS FALL...
DON'T LET YOUR CLIENTS "COOL"
PLACE THEM ON THE SUNNYSIDE OF SALES
WITH
CHANNEL
KABC-TV
the station with fjfe
ROUND-UP
[Continued from page 61 I
Everything on wheels seems to be
sporting a radio these days, so when
\\ FEN recently gave away three bikes
with built-in radios, they joined the
ranks of the listeners on wheels. Pic-
• x
tured astride the "Huffy Radiobike-
are (l.to r.) William B. Caskey, v.p,
and general manager: John B. White,
auto dealer; J. Cunningham Cox. ad-
vertising executive.
The bikes were awarded to a li-ten-
er, an adman and the youngster get-
ting the highest batting average
against two major league pitchers in
a charity ball game.
* * *
Another national advertiser mm
successfully promoted at the local level
when WTRF-TV. Wheeling, W. Va.
held its second annual "Wild Bill
Hickok Shooting Contest." The Kel
logg company sponsors Wild BUI
Hickok in the market, and benefited
from the publicity the event drew.
Some 200 kids showed up to com-
pete in the shoot using Crossman air
rifles. The event was officiated by a
local rod and gun club, drawing more
publicity among the club's member-
ship. Some 1,500 spectators watched
the kids shoot for prizes including
Crossman air rifles, cameras and porta-
ble radios.
« • •
KMTV, Omaha is circulating copitt
of "Focus," a fact book containing a
description of all departments involved
in the advertising process of the sta
tion. The book is being sent to a<l
agencies, clients and participants.
Published in a loose-leaf form, the
book can be updated on any change-
that occur in the listed data. This data
includes such production information
as art and film specifications, deadlines,
contracts and equipment available.
Nine pages were included in the first
edition of the book.
« * •
(Please turn to page 1131
102
SPONSOR
COMMERCIALS ENTERTAIN
[Continued from page 15)
lion dollars over the previous year.
\ml .mi two characters, Lilj Belle and
Stonewall, are -till going strong after
four years <>f southern selling!
I, iK Belle and Stonewall had such
likul>le personalities thai when the
iik rease in sales made ii | >» »— — i 1 >lt- to
go into additional media, we were able
to starl in without hesitation. Since
full animation was <>ut of the question,
marionettes of Lilv Belle and the
Colonel were created and we produced
our own dramatized t\ -pots at a sur-
prising!) low cost, i \inl. since oui
radio spots were fully dramatized,
mam of them were dubbed direct on
the sound track, and we had onl) to
write the video to match . . . an easj
job!)
••Network nntl spot nre uaed for differ-
ent piirpo-es and provide different ad-
vertising values. The network is used
lo an advertiser who wants over-all na-
tional circulation. Spot i- used Tor re-
gional or selected market campaigns
with selectivity as to market, stations
and adjacencies. On the record the ex-
perience has proved that '.Monitor* has
not drawn off spot business, but has
created new spot business for nian.v
stations.*''
si LVESTER L. WEAVER, JR.
President
I\BC
I sing the emotive technique, our
agency has created quite a "stable"
of stars. The two most recent per-
sonalities were created for the George
Muehlehach Brewing Co. of Kansas
Cits. Mo.
"Clyde" and "Gertrude" are a lik-
able, hillbilly type couple, who are
presented in humorously dramatic sit-
uations. They are friendly characters,
with Clyde featured as a fumbling.
-h\ boy friend. Gertrude loves him,
and gently encourages Clyde or cheers
him on in his victories. Here is a
typical script that shows what we
mean :
you re
GERTRUDE: Oh, Clyde .
a hero!
SOUND: BIG KISS
CD DE: A w w w w w w !
GERTRUDE: You captured the bank
robber single-handed.
(DDE: Shucks, twarn't nothin' any
normal, red-blooded American he-man
like me couldn't do!
TV time buyers like you prefer WBEN-TV because of the
production quality they've learned to expect from this
pioneer station. On the air since 1948, WBEN-TV is —
by far — Buffalo's oldest TV outlet. This medru> seven
long years of experience in giving commercials meticulous
handling by a crew of production experts who have been
with WBEN-TV since it's beginning.
These skilled crews take each commercial smoothly over
the rough spots — from sound to lighting, from camera
to CONSTANT control room shading. The result is a
quality treatment that only experienced conscientious —
specialists can produce.
So when you buy TV time in Buffalo, buy QUALITY '
Buy WBEN-TV !
V*
a V;
1 cN
CBS NETWORK
WBEN-TV
^t
BUFFALO, N. Y.
WBtNTV Representative
Harrington, Righter and Parsons. Inc., New York. Chicago. San Francisco
3 OCTOBER 1955
103
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
WCMG • • • Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
SOUTHWEST VIRGINIA'S ftlCUteeA, RADIO STATION
NIELSEN
SAMS
BMB
PULSE
HOOPER
ETC.
Mu CkxMe /
Use the measurement YOU like . . . be-
cause for 31 years ... in ROANOKE
and Western Virginia the RADIO answer
always comes out the same:
Ask Free & Peters!
Established 1924 • CBS Since 1929
AM • 5000 WATTS • 960 KC
FM . 41.000 WATTS . 94.9 MC
ROANOKE. VA.
y the TIMES- WORLD CORPORATION
FREE & PETERS, INC.. National Representatives
GERTRUDE: Oh, tell me how it
happened.
CLYDE: Well, there I was . . . back
against the wall. He had two guns
in each had, and a knife in his teeth.
He came closer . . .
GERTRUDE: And you grabbed him?
CLYDE: What-er-you-tryin' to do?
Get me killed? Shucks, no. 1 just
stood there. He came closer and
closer. Then he says to me: "Okay,
buddy. Any last words?" So I
swallows hard . . . and then I says:
GERTRUDE: Yes?
CLYDE: I pulls myself to full height.
and I says: (TIMIDLY) "Have You
Tried Muehlebach . . . Lately?" That
did it. His jaw drops open. He drops
the guns.
GERTRUDE: And you picked 'em up?
CLYDE: Naw. I just stood there
''Television is young — scarcely more
than eight years old — yet in that time
it has encouraged more original, more
creative, and more courageous thought
than motion pictures have in a half-
century. But it is a critical position;
strong forces are being mustered to
dampen that creativity and courage to
enforce conformity . . . with the emas-
culated standards of motion pictures."
WORTHINGTON C. MINER
Tv Producer
Culver City, Calif.
and told him about that mild, mellow
Muehlebach Beer . . . that well-aged,
full-bodied richness. Tears came to
his eves. And I knew I had him.
GERTRUDE: And then . . . ?
CLYDE: Then we both went out for
Muehlebach. Muehlebach Beer sure
does break the ice! Come on, Ger-
trude, me love. Let's go.
GERTRUDE: To get your reward?
CLYDE: Yep! I'm agoin' for
Muehlebach !
The phrase: "Have You Tried
Muehlebach . . . Lately?" is used by
Clyde and Gertrude to solve their
problems and still indirectly ask the
listener for the order. Like main
other agencies, we have learned that
inference is sometimes more potent
than a shouting, outspoken advertise-
ment. We have found that listeners
often respond generous to commercials
that have homey, likable characters
doing the selling for the sponsor, in-
stead of an excited, velvet-voiced an-
nouncer.
Once a°:ain. the nature of the Muehle-
104
SPONSOR
bach announcements made ii easj
i,,[ Clyde .mil Gertrude to make the
transition into t\. billboard posters,
newspapei ads, and point-of-sale ma-
terial. In fact, people have developed
such an affection for Clyde and Ger-
trude thai mam listeners i all their
radio station- to a-k m hen the) < an
hear the next ('Kile and Gertrude
•■ i
mellow ill, mi.
d Clyde and Ger-
some ol oin point-
I he populant)
litlde even solved
of-sale displa) problems! \- the pub-
lic asked for Muehlebach Ben. stores
and taverns gave Muehlebach Beer
more space to tie in u itli the satura-
tion radio campaign. Back-bar -inn-
*•. . . there seems little likelihood Bl
ilii.t time thiii color i\ »ill ever com-
plete!} replace black and white pro-
grams. I also believe there will be a
Steady market for black and while seta
even after color receivers become more
plentiful. Certainly, there Mill he a
datable price differential for several
rears at least."
J OIKS I). SECREST
Executive Vice Pre$ident
RETM i
Wathington, I). (..
i similar to our outdoor posters) ob-
tained prominent spots in taverns; pic-
tures of Clyde for the men's room and
Gertrude for the ladies' room are used
at main location-. These and other
collateral pieces have been so readil)
accepted that the) have called for re-
ordering, time after time! In fact,
Clyde and Gertrude are such well-
liked characters that the two radio
artists who so ably portra) them have
been nicknamed Clyde and Gertrude
h\ their friends.
Our experience indicates that char-
acters such as Colonel Stonewall and
Lily Belle and Clyde and Gertrude
have a long remembrance value and
that radio as a medium i- -till one of
the great "work horses" ol advertising.
In conclusion, we agree with Noble-
Dun that emotive selling ver) defi-
nite!) can do a good job where other
techniques often fail . . . that some-
times prospects get conditioned to
shouting-selling . . . but respond to
the entertainment-emotive t\pe of ap-
peal. This approach . . . which might
also he called the mood or fantas)
appeal is, in our wa\ of thinking,
really '"hard sell" with a "soft cover."
• • •
For quick, easy
reference to your
copies of
SPONSOR
get the durable
new Sponsor
~ —
binder
looks like a million
costs only
$4_
SPONSOR
40 E. 49th St.
New York 17
] 84 one binder
] $7 two binders
Please send me Biuder holding 13 issues and bill me later.
Name . —
Firm .
Address
City
Zone State.
3 OCTOBER 1955
105
NOW TWO .
Effective September 26, K I SA began
carrying lop programs of BOTH Mutual
and ABC Networks! Add .ill this to
KTSA s local programming and news
coverage and you have another reason
why Soutb Texans say, "Best radio
fare . . . anywhere" !
KTSA
NATION ON THE MOVE
Last year 30 million Americans
changed residence. 10 million moved
to another county. 5 million to
another state! South Texas got
more than its share of these new
buyers. Let us tell you how KTSA
programming is SPECIALLY de-
signed to reach these newcomers
. . . why you are reaching a con-
stantly increasing South Texas
audience.
KTSA
WOMEN ALSO LISTEN
Certainly, women like to talk . . . but
they also like to InUu! They like to
listen while they are doing something
else. In fact, 60' ; of all radio listening
today went on while WOMEN were
doing something else. That's another
reason why KTSA programming is
SPECIALIZED and beamed at SPE
CIFIC audiences.
KTSA
SPOTLIGHTS
Spot radio saturation makes good
sense. You reach a tremendous
audience regardless of the time in-
volved and the extremely low-cost-
per-impression makes advertising
dollars do double duty.
As few as 5 spots per day will
reach 21% of all the people in a
market. 20 spots on Thursday and
Friday will reach 47% of the fami-
lies in the market more than 2
times!
All of which, of course reminds us,
that KTSA's "spot-light" packages
are a wonderful buy! A phone call
or a card will bring you full
details!
RADIO
STATION
SAN ANTONIO
FIRST! on Everybody's Dial
Offices: 1130 Broadway - San Antonio
Represented Nationally by
PAUL H. RAYMER CO., INC.
B&M TV TEST
I Continued from jmge 43)
B&M decided to put 25% of previ-
ous year's sales, or $12,500, into its
tv test. This budget was allocated en-
tirely to WBAY-TV, a CBS TV affili-
ate. During the six-months run, the
firm would sponsor 156 minute an-
nouncements, or six weekly (three in
Class A and three in Class B time).
Second week (21 February 1955
sponsor) : Within two weeks of the
first tv commercial, results were appar-
ent. This is how January 1955 stacked
up against January 1954:
• The sale of two sizes of beans was
up 145%.
• The large-sized can sold some-
what faster than the sma Her size, with
a combined numerical increase of
1,680 dozen cans.
• B&M brown bread, also adver-
tised on tv, increased only slightly,
from 70 to 150 dozen cans.
In one sense, these results are mis-
leading. They do not represent the
influence of tv upon consumer demand,
but rather the effect upon jobbers and
the trade in general, who bought more
in order to prepare for the increased
demand they anticipated. The actual
tv campaign didn't start until 24 Janu-
ary.
During the same week, Puritan,
B&M's major competitor in oven-baked
beans, began couponing in the area,
probably to counter B&M's advertising
effort.
Third tveek (7 March 1955 spon-
sor) : A Green Bay broker observed
that B&M's tv advertising was having
a carryover effect on competition as
well, with Puritan beans selling better
than previously. However, after the
first enthusiasm of the jobbers, B&M
wholesale volume in early February
lagged behind the similar period in
1954, as jobbers waited for grocers to
order enough to compensate for their
original heavy splurt of buying. None-
theless, total sales of all B&M products
being tested were 59% ahead of 1954
i in cans sold wholesale) despite the
February lull.
"It won't be till the end of February
before we can begin to judge what the
consumer reaction to television has
been," Northgraves said.
B&M and its competitor, Puritan, to-
gether account for a maximum of 4%
of the area's total bean sales, and the
two firms are about neck-and-neck in
sales volume. B&M's purpose in test-
ing tv was to find out whether the ad-
dition of spot tv advertising to a low-
volume market could substantially in-
crease sale and distribution. Since
B&M had made little or no advertising
effort in that area previously, any re-
sults could logically be attributed to tv.
Fifth week (21 March 1955 (spon-
sor) : The second half of February
showed a 29% upswing in wholesale
sales over last year, whereas the first
two weeks of the month had lagged
behind by 33%. These figures were
still indications of the jobbers' reac-
tion to the tv push, but not yet reflec-
tions of consumer demand. However,
during the last week of February
there were strong signs of a consumer
swing to B&M products.
At the same time Puritan continued
to benefit from B&M's campaign, keep-
ing pace with jobber interest and
wholesale sales.
Seventh week (4 April 1955 spon-
sor) : B&M sales had picked up mo-
mentum. Through mid-March, cumu-
lative sales for the year were up 48%,
Cash In On The
Crowing Appeal of
Country Westerns
Folk Music
MM.& HERtiANCH &NL
N
A
For further information as to availability and prices in
your market, WRITE, WIRE OR PHONE
National Telefilm Associates, Inc.
60 West 55th Street, New York 19. N.Y. Pl.aza 7-2100
America's Foremost Western
All-Girl Band
with a "BIG NAME" Western Guest Star
every week. ABBIE NEAL & HER RANCH
GIRLS is a NEW SERIES OF 26 FIRST-
RUN HALF-HOUR TELEVISION PRO-
CRAMS in Clorious Color and Black and
White . . . available for local or regional
sponsors. Audition prints upon request.
106
SPONSOR
and a<l manage] Northgravefl said:
Were doing much better than could
be expected. In a territory a^ vir-
ginal a- tbi- a \i>' i cumulative in-
crease ut the wholesale level i- a jiood
hraltli\ rise. It's apparent tv has pulled
consumer acceptance and sales up bj
the bootstraps."
Sales tin- lir>-t half of March showed
pmatesl growth in the area within a
nlr radius ol \\ BA\ -TV, Green
Bai . Outside the 100-mile /one. be-
v ontl real t\ coverage, sales showed
no increase. In the 50 to 100-mile
area 1 from the test station! -ales in-
crease- were less spectacular than at
dose range.
The t\ campaign actual]) continued
l0 boost -ale- of beans altogether. Said
Shannon Wholesale Grocers of Apple-
ton. Wis.: "Sales of your competitor,
Puritan, are up 25%. Hut H&M bean
-ale- have doubled."
>iiuh week 1 18 April l^.iS st'ON-
•Ofl I : \U this time, l?\M executives
felt tv had proved its overwhelming
effectiveness. For one thing, the sales
increases were no quick flash-in-the-
pan Hurry, but continued climbing.
During the second half of March tbev
shot up over UW '< compared with
Man li 1954, Increase for the first half
ol March was 2tt' \ . The total nine
weeks on the air were 51', above the
same period in 1954.
There was no question about the
effectiveness of tv. "Were not even
doing in-store. point-of-sale merchan-
dising. ' said Marvin Bower, ad man-
ager of the Otto L. Kuehn Co., broker-
age firm in Milwaukee.
Flevvnth week (2 Ma\ 1955 SPON-
SOR*: In April, sales suddenly splurt-
ed ahead: the first half of April was
37095 ahead of the first half of April
1954
"It's startling to get an increase of
this kind in such a short period."
Northgraves said, referring to the 11-
v»eek old campaign, which had so far
produced a cumulative TV, increase
over the comparable 11 -week period in
L954.
Despite an imminent -V I tax in
W isconsin on inventory which should
have discouraged grocers from buying,
B&M sold 1.644 dozen cans of beans
during the first half of April 1955,
compared with 350 dozen in the same
period last year.
Distribution too. particularly of
brown bread, increased substantiallv
as a result of the tv campaign.
3 OCTOBER 1955
f «>l«r(«'«'ii(/i week 1 li, \I.,S 1955
sponsor): Hie second half of \piil
refle< ted the imminence of the > tax
on inventories, and grocers 1 ut their
orders so sharpl) thai the sales foi the
second half of Vpril were onlj 9
ahead of la-t year. B&M's competitor,
Puritan, had begun using tv participa-
tions in feature movie- on W B \ i I \
at the rate of one weeklv. In its com-
mercials tin- firm still rode on the
glorv of B&M advertising, saying that
oven-baked beans are "now gaining
popularity here in the \1 idwe-t."
Sixteen** week (30 Mav 1955 spon-
sor) : \- Boon as the tax period was
over, sales -urged again, to a I '. I'
increase for first half of May over
same week- in l')51 il>.2(>l dozen cans
of its test products on the wholesale
level against 975 dozen cans last year
first half of Mav I.
In terms of percentages, B&M's
brown bread made the biggest leap:
1.2(H)'; during tho-e two weeks, from
10 cans in earlv Mav 1051. to 526 doz-
en in the first half of Mav 1955.
After Id week- on tv. total -ale- for
the vear bad made an 84.1 ' '< gain:
1 ().f)( )9 do/en cans against 5,810 dozen
through mid-Maj . 1955 and I 9 i 1
BOO) livelv .
1 kjkieenih week 1 1 ; June 1955
sponsob ' : \\ here KW1 sold 1 l'» doz-
en cans la-t vear during the second
hall of Mav. it -old 1.755 do/rn m
more tin- vear. Translated into
dollars, this meant B&M grossed
"I >! in from tin- set ond half of Mi .
1955, against 11,150 (hiring the com-
parable period in 195 1.
I "oiallv . the teal pei iod sta< ke<| up
thi- wav against tin- comparable L8
weeks of 1954: 12,454 dozen cans
again-t u.220, or lDO.2',' ahead.
Twenty-firm week i 27 June 1955
SPONSOR): I ir-I half of June -bowed
an 109.8^5 ri-<- over same week- in
195 1 : I.71H dozen i .m- (< ompared
with 1.755 dozen cans during the sec-
ond half of Mav 1955 i.
I he reasons for the relatively low-
ered increase in June sale- were two-
lold: June 1951 had been exceptionally-
good, first of all. Secondly, advertis-
ing effectiveness during short-run cam-
paigns hits a plateau and can push a
product onlv -o far. The B&M products
were relative!) unknown before tv and
For about the cost
of one Martini
or
97«
^.^ (Including Tip, In
4 \ Better Joinli Orf
Modison Avenue I
we deliver
IOOO Homes
' __
And a far BETTER
STIMULANT for
SALES!
150,000 SETS
CHATTANOOGA
105,200 Watts
(Primary A & Bl
1953 Nielson Plus
RETMA lo
August 1. 19SS
260 TIME RATE
20 Second or 1 Minute
Average Cass A Rating
TELEPULSE Dec. 54
Interconnected NBC • CBS • ABC
CARTER M. PARHAM.
HAROLD Hi
ANDERSON
Represented by THE BR ANH AM COMPANY
107
FIRST
PUEBLO
COLORADO
KKTV
CHANNEL 11
FIRST IN
COLORADO
SPRINGS, TOO
Covering Colorado Springs and Pueblo
for CBS, ABC, and DuMont
television networks
NATIONAL SALES OFFICE
KKTV, PUEBLO, COLORADO
Represented by GEO. P. HOLLINGBERY
KROD-TY
CHANNEL 4
EL PASO texas
CBS - ABC
■AFFILIATED with KROD-600 kc I5000w
Owned b Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
they're high-priced. Despite these
hurdles, tv had brought about spec-
tacular leaps in sales.
In June 1954. B&M had given a
special promotion allowance which
pushed demand considerably. The firm
made no comparable ofler in 1955.
Ttcenty-fifth week (25 July 1955
sponsor I : For the entire 25 weeks of
the campaign, B&M sales were ahead
93%: 19,883 dozen cans against 10,-
318 dozen during the comparable 25
weeks of 1954.
There was no other advertising ef-
fort, and there had been no national
advertising support for the Green Bay
area during the last year. The test
was conducted in as "pure' an at-
mosphere as conceivable.
On its one test station. WBAY-TV,
B&M put announcements in a variety
of daytime slots from children's shows
to a telephone show called Party Line.
Twenty-six week figures (3 Aug-
ust 1955 sponsor) : Here's how ad
manager "Sorthgraves summed up the
test:
"The results are unbelievable (98$
increase) . They far exceeded our most
optimistic expectations. We had been
in this market for at least 15 years
and our bean sales were fixed at a
low level. Now after 26 weeks of tele-
vision B&M beans have won accept-
ance by distribution as a live item.
This can be attributed with complete
assurance to television."
Briefly, here's what the test on
WBAY-TV proved:
1. Tv can take a high-priced prod-
uct and move it twice as fast as it
moved before. ( B&M beans had a total
77% increase.)
2. Tv can multiply sales of a new-
comer (B&M brown bread) and push
its distribution to the point where it's
stocked in the majority of retail out-
lets. I B&M brown bread showed a
506% incerase.)
3. Tv can do the job alone, without
merchandising and point-of-sale, al-
though this does not mean that such
aids might not increase tv effectiveness.
4. Tv advertising is more effective
than price reductions.
One month after test (5 September
1955 sponsor I : B&M ad manager
Northgraves made the following obser-
\ ations:
"A high percentage of the people in
this region are of Scandinavian stock.
Molasses cookery is unknown to them.
Baked beans as they know it are beans
cooked in the can in a tomato sauce.
Yet we were suddenly able to almost
double our sales in 26 weeks of tele-
vision after having had no such pre-
cipitous spurt during 15 previous \eai-
in the market. . . .
Furthermore, once the habit of a
new food product is established. Ik
felt, there's likely to be a carryover
from the advertising and continued
sales increases. These have followed
through as expected by _\orthgra\e^
and his food broker in the area.
Commented WBAY-TV General
Manager Haydn Evans: "I believe it's
important to note that B&M's results
were strong in the outer test area
(Area B, 50-100 miles from Green
Bay) as well as in the closer-by area
(Area A, within a 50-mile radius of
Green Bay). This is in keeping witli
our efforts to build WBAY-TV as an
area station.
"A true area station is made, not
born, it ought to be pointed out. . . .
The effectiveness of a station's area
coverage is in direct proportion to a
station's ability to make the folks who
live relatively far away forget about
distance. ... * * *
BMI
BOOK PARADE
America's Most Widely
Listened-to Book Program
THESE BOOKS:
■Lincoln's New Salem"— Benjamin
P. Thomas
••Look Homeward, Angel"— Thomas
Wolfe
•The journals of Lewis and Clark
—edited by Bernard DeVoto
"Children of The Black-Haired
People" — Evan King
"Walden"— Henry David Thoreau
•Ethan Frome"— Edith Wharton
•The Tales of Hans Christian
Andersen"
"1,000,000 Delinquents"— Benjamin
Fine
■W. Somerset Maugham"— An Ap-
preciation
••Homebodies"— Charles Addams
THESE REVIEWERS:
Raymond N. Dooley; Sylvan Meyer;
Hon. Richard L. Neuberger; Emily
Hahn; Frederic Babcock: Elizabeth
A. McSherry; Donald Culross Peat-
tie: Dorothy Cordon; Merle Miller,
Phil Stong.
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
108
SPONSOR
ONE DOWN, ONE TO CO
{Continued from page 39 i
"Radio is so huge t * ■ < I . i n that, al best,
it's <>nl\ possible to pet .1 sample of ra-
dio stations to report theii spot radio
activities. Duke Rnrabaugh can report
virtually all of tv spot l>\ getting re-
ports from some 250 stations. In ^ | >< >t
1,1m. that would be less than I"' .
.1 the total nuinbei "I radio spot out-
"In -|><>t radio, agencies would be
ihe most practical source. Ground
85 major ad agencies spend more than
mi' , of all the national spot radio
dollars. I>ut getting agen< ies to agree
. \ eal complete spot 1 adio schedules
ol all clients is. believe me, <|iiite a
ob."
Agencies, in turn, are faced with
the problem ol getting clients to agree,
rhere the matter u-uallv bogs down.
1 lients are the one- u ho. in man)
ases, need and want the spot radio
spending data most. But the) are
iften the least willing to provide their
share of it. viewing the idea with the
same horror a Macy's executive mijdit
face a request for advance information
1 on a big clothing sale from an execu-
tive of Gimbels.
II lie situation, however, isn't com-
plete!) deadlocked. More and more
ncies are willing to go to l>at for a
lia reporting service in the spot
radio field. Boerst has recently land-
ed five more big agencies including
one <>f the largest Madison \\enue
tirin- for his monthly spot report.
\n additional 17 agencies are "consid-
ering" getting into the act.
"The more we get in." said Boerst,
"the easier it becomes to get -till more.
1 verybod) waits for the other lmiv."
Xdmen's Heirs: V recent special
SPONSOR surve) ol admen, via a ballot
contained within this publication, gives
further evidence of a brighter out-
look for agency-client cooperation in
providing the much-needed spot radio
data. Well over half of the respon-
dents some of whom asked sponsor
not to quote them directly "ju>t now"
-replied that they felt such coopera-
tion was long overdue.
These were typical comments:
"I see no reason not to release in-
formation on spot expenditures to
cover periods alreadv passed." said
Jacquelin M. Molinaro, media director
and spot buver of Hollywood's Ander-
3 OCTOBER 1955
Bon-McConnell Agency. "It is avail
able now it an ai/rin \ | bn k- lln 0U b
reps and stations. I hi- parti* ulai
checking consumes man) man hours,
ami i- a niii-am e -ei \ i< e pel formed
not too w illingl) bv the reps.1
I lom New York's Doyle Dane Bern-
bach agency, Media Directoi ll.ui>
Parnas opined: '"I do not feel com-
panies have valid reasons for keeping
data secret. liv cooperating the)
would get reliable information on Bpol
spending, and save tin ii agencies a
lot ol time eathei ins i eel 1 om
petitive material. Hie) don't complain
about I'll! and Media lf<-< ords. Vv h\
be distui bed about spot di-< losun
\(liliil anothei exet utive m ho headi
the media dip.u limnl of a hi .■>■ -.01
I 1 an< is* 0 agent ) :
"Spot expenditures are reall) pub-
lie propert) on< e aired, and the ques-
tion i- merel) one of gathering and
compiling the statistics. Figures are
av ailable i"i all other media. \\ h .
not BpOl radio and tv '.
Iii the regulai forum feature, "spon-
son Vsks . . ." "I the 5 Septembei
WFBC-TV Swamps Competition
in Carolina 4-County* Pulse Survey
PULSE SURVEY OF TELEVISION AUDIENCE INDEX
SHARE OF TELEVISION AUDIENCE APRIL 19.55
Time
|\ S.-lN
In 1 -■
WFBC-TV
Station
B
St. ttii .ti
c
Station
D
Sldtion
E
Otfaa
St.itioiiv
SUNDAY
6:00 A.M.-12:00 Noon
21.37c
100%
()-;
07c
07c
07o
07o
12 Noon-6:00 P.M.
33.47c
817.
127c
1%
17c
1%
47c
6P.M.-1145P.M.
43.1%
6.5%
IV.
67
,
■
47c
MON THRU FRI.
7:00 A.M.-12:00 Noon
14. v;
65%
32',
07c
ir,
0%
3%
12:00 Noon-6:00 P.M.
::')•
63%
27';
67c
07c
1 7c
3%
B.-OOP.M.-Midnight
■lo.T' ;
61%
14',
117
-
4';
5%
SATURDAY
10:00 A. M.-12:00 Noon
28.27c
62%
377c
07o
07©
07o
!'•
12:00 Noon-6:00 P.M.
29.37c
43%
417c
47,
1%
67o
57,
6:00 P.M. -Midnight
48.1r'r
52%
277c
iu;
v.
U j
4-;
'The four counties are Greenville, Anderson, and Spar-
tanburg, S. C. and Buncombe ( Asheville ) , N. C. . . . counties
with Population of 559.300; Incomes of $726,284,000; and
Retail Sales of $481,774,000.
For further information about this PULSE SURVEY and
about the total WFBC-TV Market, contact the Station or
WEED, our National Representative. Ask us also for details
of the latest ARB Study.
"The Giant of
Southern Skies"
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
109
BIG VOICE
WINSTON
HIGH POINT
GREENSBORO
IN NORTH CAROLINA'S
GOLDEN
TRIANGLE
fflforf
WINSTON-SALEM
GREENSBORO
HIGH POINT
5000 W • 600 KC • AM FM
WINSTON^SALEM
NORTH CAROLINA
HEADLEY REED. REPRESENTATIVES
MORE
POWER
than any other Montana
TV, is the reason why
KGVO-TV
Missoula, Montana
sells 9
Montana counties
MORE
MAGNIFY YOUR SALES
IN THIS STABLE $140,000,000.00
MARKET
University City
Rich Lumbering and
Agricultural Area
167 Mountainous Miles from Spokane
issue, still more admen voiced similar
views. Highlights:
Said Frank B. Kemp, assistant me-
dia director of Compton Advertising:
"Although each of us is constantly
scrambling to get competitive expendi-
ture figures, it is hard to estimate the
value of the specific uses to which
these estimates are put. The general
feeling is that we just don't want to
close our eyes to what the competition
is doing.
"Actually, the stations are probably
spending more time now filling out
questionnaires from dozens of agen-
cies and advertisers than they would
have to spend filling out a single ques-
tionnaire to be released from a cen-
tral source and covering all products.
"The RAB should be able to handle
this, or should be able to enfranchise
some private firm to do it."
Charles J. Wiegert, media director
of the Lynn Baker agency, pointed out
the difficulties admen face when they
try to plan strategy minus the impor-
tant spot figures. Said Weigert:
"On the surface, one can say that if
85% of national advertising can be
pinpointed, then a fairly accurate pic-
ture can be drawn of competitive ad-
vertising. This is not true when we
consider that many advertisers are
heavy users of spot announcements,
and without accurate information on
this medium, the competitive picture
of other media tends to lose its effec-
tiveness.
"Publication of dollar radio and
television spot expenditures would
make it possible to account for 100r/
of comeptitors' advertising expendi-
tures."
A veteran station rep made this
thoughtful statement to SPONSOR dis-
agreeing with the need for publication
of dollar figures while taking the posi-
tion that schedules should be pub-
lished.
"I think the issue you have raised
regarding reports on spot tv and radio
deserves serious consideration. How-
ever, I don't believe that the dollar
expenditures should be reported as
this is contract information.
"On the other hand, schedules are
public information once they have
been performed and there is no rea-
son why these should not be tabulated
except for the expenditure involved.
"Since agencies use this information
to a greater extent than the adver-
tisers, and certainly more than the
representatives or the stations, it seems
to me that the preliminary report on
this, logically, should come from the
agencies.
"I am sure that the representatives
know in advance all of the campaigns
that are breaking, and if only one sta-
tion in a city gets the business the
mere tabulation of this at the expira-
tion of any one period would not be
particularly helpful to the represen-
tative.
"Certainly, the representative, after
he lost the business, would be con-
ducting a constant sales campaign for
the station which did not get the busi-
ness, and this activity certainly should
not wait for the expiration of a quar-
terly period.
"However, in planning campaigns,
agencies cannot afford to ignore mar-
kets in which competitive products
have strong sales, advertising and
point-of-purchase drives. Therefore,
the agencies which benefit most from
this seem the logical source of the
initial information."
A solution?: With the TvB-Rora-
baugh tieup setting a pattern, and
with a full head of steam mounting
within the industry for a full-sized
report on spot radio activity, the plans
of industry members to fill this gap
are being accelerated.
Researcher Jim Boerst, has had a
series of discussions with RAB, whose
president, Kevin Sweeney, is fully
aware of the need for a spot radio
data service, and has often said so
publicly.
But an RAB-Boerst linkup would
have to depend on several things: Can
Boerst enlarge the scope of his pres-
ent accurate-but-limited reporting op-
erations? Can RAB find the funds
necessary to pay for the process of
converting straight "activity" in spot
radio to "spot spending"? Can part
of the costs be borne by advertisers
and agencies seeking special run-
downs or compilations? The next
few weeks should bring some of the
answers.
There's also a chance that the Sta-
tion Representatives Association, which
realizes the day-to-day need for regu-
lar spot radio reports, may take steps
to provide an industry solution.
SRA Managing Director Larry
Webb told SPONSOR: "Somebody's got
to do something — and soon." But
Webb had no definite plans he could
110
SPONSOR
reveal at this lime. \n SH Raided
data service might conceivably take
the form of .1 repoi I baaed on a com-
bination of data gathered from repa,
agencies, stations, possibl) \s i 1 1 1 the aid
of a consultant research service.
Tin- major research firms in the
broadcast measurement field such as
Nielsen, VRB, Hoopei and Pulse
• »VA e made headlines' when h<- sm itched
from television to radio advertising.
Hut if our experiences carry any con-
siderable significance . . . tlien, before
too long, a switch to radio Mich us »<-
have mill, will no longer be news-
worthy. It will b*> profit-worthy."
EM AN I EL K VIZ
President
Doeskin ProilurlH, Inc.
!\inc York
ha\t\ from time to time, discussed the
idea within their own shops, luit have
not developed anything final. V break
in the spot radio "iron curtain" could
abo conceivabl) be made l>\ one ol
these firms.
In an) event, main admen now feel
that such a rift in the secrecy sur-
rounding national and regional 9po1
radio is lonjr overdue. • • •
all necro PROGRAM PERSONNEL
ON KANV
SELL THE SHREVEPORT NECRO
MARKET . . . AND ITS A BIG ONE!
Approx. 30«b of the
Negro families in this
jrea own or are buying
their own homes.
Negroes spend 1 5 of
the $204 Million spent
annually in this market.
Average Negro income
in the Shreveport area
tops that of Dallas.
Little Rock. Jackson
<U S. Census Bureau)
15 mln. dally of Faye
Lossless' Sweet Talk"
sends furniture sales
up for local dealer.
KANV... and only KANV...
directs its entire programming toward this
Negro market . . . AND
RESULTS SPEAK
Wire or Call
G. WILSON, Mgr. Dir.
KANV
1050 Kc.
250 Watts
DAYS
SHREVEPORT, LOUISIANA
3 OCTOBER 1955
SPOT RADIO FIGHTS BACK
i Continued from /■" i
celed an estimated 13.6 million worth
of \m-Ip programing, is now b
shown to the clients agencies, thou
at sponsor's presstime the client him
sell had no! yel -ecu it.
Interesting*) enough, the presents
turn has also I'rrn shown tO ollin
reps, something virtuallj unheard "I
in this competitive business. \ large
group of them viewed ii about two
Weekfl ago.
\\ bile the presentations k.ii/ is
working on are individualized, there is
a bask framework on top ol whicl
specific appeals \\ ill be hung. I he
idea behind the whole thing is to com-
pare what an advertiser can get on the
networks compared to what he can get
on spot. The Kai/ story, naturally,
i- thai an advertise] < an gel more on
s|iot more circulation, more audi-
ences, more impact, more merchan-
dising. To make the comparison as
pointed as possible, it is the intentioi
of katz researchers to construct a
presentations so that the suggeste
spot expenditure will be the same a~
an actual or hypothetical network ex-
penditure and the number of commer-
cial messages will he the same, too, in
both spot and network.
Tilting its lance right at the net-
works, Katz has built its spot stor)
around a list of stations chosen to pro-
vide national coverage. In other words,
the presentations are aimed at clients
with national distribution who are
either network advertisers or pros-
pects, though Katzmen make the point
that the advantages of spot for big
clients are also advantages for smaller
advertisers.
The station list as currently used
comprises 206 stations in 104 markets.
Most of these, of course, are not Katz
stations, which is one reason why Katz
invited its competitors in for a look-
see at the presentation. With a few
exceptions the stations on the list are,
in their respective markets, the two
with tli<' largest Nielsen circulations
according to the 19o2 NC.S studv. The
picked li~t covers 94.6$ of all U.S.
radio homes at the 50* - NCS penetra-
tion level. In other words, the counties
or count) clusters where 50$ or more
of the radio homes listen to any of the
selected stations at least once a week
contain 94.6$ of all radio homes in
the country.
By getting the top circulation sta-
ROCHESTER
N.Y.
WVET-RADIO
Saoea t£e T><uj f
Exclusive announcement o\er \\ \ ! I
Radio of the strike settlement at
Rochester industrial plant at 6:15 \ N'
made possible normal uort attendance
that Mond.n morning This I.-wi
Crier result proics Jfjm that \\ \ I 1
Rad.o is ALL-POVsERFl L for getting
your client's message across 10 the public
we sated the das for the plant
5000 WATTS
tions in the first place, the presenta-
tion points out, the advertiser already
has an advantage since a network
« li.nl (annul choose the best station in
each market but must take the net-
work affiliate.
The presentation also reminds the
advertiser that duplication of radio
homes reached because of overlapping
>ijinals is usable circulation in the
case of a spot buy but not usable in
the case of a network buy. If an ad-
vertiser buys t w <> adjoining stations on
a spot basis at different times, a home
reached by both stations can poten-
tially catch the commercial on each.
But in network, a home reached by
two affiliates can only listen to a net-
work commercial on one of them at
any one time. The 206-station list
provides a duplication of 13,835.760
homes over and above the 45.053,900
homes covered at the NCS 10'; pene-
tration level.
So far as actual audience is con-
cerned, an advertiser can buy more
audience for the same money as a net-
work buy, Katz maintains. In the pre-
sentation now being shown around.
Pulse ratings for 35 markets where
Katz stations are located were used to
nail this point down. The average
quarter-hour rating of the advertiser s
soon-to-be-canceled network schedule
was compared with a list of local
shows considered representative of
what's available on the stations in
question but not including the choice
7:00-8:00 a.m. period, newscasts or
sportscasts. The average network rat-
ings came to 3.78, while the average
of local shows was 5.62. (In each of 1
the 35 markets, the length and cost of '
the local shows were equal to those ofi|
the network shows in those markets. If
Katz' radio sales head, M. S. Kell-lj
ner, emphasizes that the 206-stationJ
li.-l is not a fixed bu\ and that adver-
tisers can do even better than the pre-
sentation indicates by buying an-
nouncement packages I which were not
taken into account in the presenta-
tion!. 1>\ buying fewer stations if the
206-station list is not needed, or 1>\
buying other stations where better
ratings or better programs can be
obtained.
The Katz presentation was not
started with the idea of selling against
spot carriers, Kellner told sponsor,
but as the spot carrier situation moved
to the fore over the summer, it sud-
denly hit some of the Katz people
that their basic concept was an ideal
answer.
There are other cases where rep
promotional guns, not orginally aimed
at spot carriers, are being wheeled into
a position where spot carriers fall
right in their sights. For example,
the presentation used to sell John
Blair & Co.'s NATSAT plan (under
which discounts are given for satura-
tion buys on all Blair stations) has
been revised with spot carriers in mind
and was recently shown to Benton &
Bowles after the agency had bought
MBS Multi-Message Plan announce-
ments for three of its clients.
The Blair pitch, as delivered by
Robert E. Eastman, emphasizes the
quality aspects of spot radio. In
[summing up his arguments, Eastman
'said:
"The chief advantage of network
[spot carriers is that they are cheap
[and easy to buy. This does not neces-
sarily make them the best value.
"The principal advantages of na-
tional spot over network spot are as
follows:
"1. The quality of local program-
ing. The national spot advertiser
bins participations within strong local
An additional dollar's worth of product promotion for every advertising dollar.
. . . (me equals two on WLW
RADIO
... a distinguished member of the Crosley Group
Exclusive sales offices: New York, Cincinnati, Dayton, Columbus, Chicago, Atlanta, Miami
programs which have been increasing
dramatically in audience during the
past four years. Careful buying can
secure the clients a quality audience
advantage of at least three to one over
the network spot carriers.
"2. The service concept of radio is
local in its nature. Weather, time
signals, news reports, traffic and road
condition information is fundamental-
l\ local and cannot be effectively dup-
licated by network.
"3. The salesmanship of long-estab-
lished and well-known local home,
town personalities."
The presentation backs up Eastman's
contention that local show ratings are
going up with Pulse figures. In those
Blair markets where rating material is
available going back to 1952, the local
shows have increased on Blair stations,
most of which are network affiliates,
from 5 to 80% in audience, with the
average coming to 25f/< . Increases
were registered in 88'/ of the cases.
Another rep actively selling again-t
the spot carriers is the Paul H. Ra\-
mer Co. Lawrence Van Dolen. vice
president and radio sales manager at
Raymer, told sponsor:
"In our judgment "network spot
buying' is not a threat to spot radii
sales. It is a blinder which bedazzle*
the national advertiser momentarih
and through our efforts and the effort
of other radio representatives who are
doubtlessly approaching the problem
from the same corner it will not di
minish spot radio activity.
"As a matter of fact, it brings to
the surface a great many of spot radio s
hidden values — penetration, market-
by-market selectivity and market-In
market impact — and that should ad-
vance the cause of selective spot radio
even further in 1955-56."
Van Dolen said his firm has ana-
lvzed several "network spot buys, in-
cluding some that have not even been
made but which we know are avail-
able." He explained that in compar-
ing them with spot buys researchers
leaned over backward to give web
bins the greatest cumulative circula-
tions possible.
"Our analvsis makes it possible for
us to show buyers and non-buyers the
greater efficiency, the greater impact.
the greater penetration in profit-return
markets that can be created via intelli-
gent spot bu\ ing," \ an Dolen said.
Ravmer's radio sales chief went on
to say that, in his opinion, there is one
112
SPONSOR
bi^ fallac) behind the §pol i arnei
:oncept. It presupposes, he explained
ihai a market with 50,000 people sella
twice a- mueh <>l am produt I as i
market with 25,000 people and thai
die advertising mono) spent i<> pro-
mote a product should be in ratio I"
population.
Ilii- is 1 1 • > i true, he said. Adver-
tisers have inarkol problems that have
nothing to d<> with the size ol the
market and the purchase <»f -jxit car-
- ill n ^ not solve these problems.
"'In -liort. network -\»>i buying com-
presses into one plane all of the fac-
tors that contribute to making a sale
idvertising, marketing, distribution,
merchandising, product need, dealer
ptance, brand identity and then
hopes to create an over-all, total na-
tional desire for that product via in-
expensive, cheap-per-thousand nation-
al network spot advertising."
(^Television '"'* done m> much lo change
the Uvea t)f mo mam people alrendt
that il indeed challenges the imagina-
tion lo anticipate am further Inroad*
it might make on the experience of
living. Surely, *r can anticipate in the
mar future live television OH an inter-
national scale and if, at Mich times.
cameras can be taken behind the namer-
"»•■-* international harriers that separate
peoplo. we ran foresee its great poten-
tiality in creating an understanding that
*»ill lead to permanent peace.**
HAROLD E. FELLOWS
President
V tRTH
Ravmer is attempting to show ad
\ertisers and their agencies, Van
Dolen concluded, "how much more ad-
vertising and promotional value can
" achieved via true spot radio for the
-.ime Dumber of dollars, or even for
rer dollars."
The test of these new presentations
- jret to come. B) the time earlv
November rolls around, all the recent-
ly announced spot carrier plans will
have hit the air and the advertiser will
have a handsome varietv to choose
from. This represents no mean com-
petition and the reps are certainlv not
underestimating the appeal of such
boys. But neither are the) collapsing
in the face of them. • • *
THE EASIEST WAY
TO SELL THE BIG NASHVILLE
NEGRO MARKET
USE ALL-NEGRO STAFFED
WSOK
FILM NOTES
' •lllllllieil frOm J'"
in ■ and a be\ \ ol low-net klined dam-
sels in French Revolutionary 'ii-ininr.,
( >thei filmed swashbui klers and
( ostume <li amas in the umL-:
i onne-Stephens Prodi* tions, "I
Hollywood, will shoot pilot films w 1 1 1 1
in tin- ne\t few weeks on an trabian
Sights series, a western called The
Sheriff, and an adv eni m e-i inged juve-
nile series,
\li \ I \ u ill s,,,,n |„. show in^ the
pilot of Sea Hawk, an adventure sei n-~
with a costumed nautical background.
Rawlins-Grant produced, and George
O'Brien will star.
Producer Joe Kaufman, whose Long
John Silver series is currentlv in -\ ,,.
dicated sales via CBS TV Film, is
considering an adventure series based
on the Sir Walter Scott character.
Ivanhoe, to be filmed in Europe.
Fidrff«»r: Guild's Florian Zabach ma)
he able to take credit for a rash ol
bow-scraping young fiddlers in the
WPIX, New York. area.
The New ^ ork Board of Education
will use one of his musical films as
part of the music curriculum in 150
schools. The films will be shown in
classrooms as part of music ^tmlv. as
well as in assemblies.
General idea of the film, a gift to
the educators, according to Guild
President Rettb Kaufman is "to stimu-
late students' interest in stringed in-
struments and to show techniques of
violin playing by an established pro-
fessional." ■* * *
ROUND-UP
(Continued from jxige 102)
Television sets are apparent!) hi-fi
in Holdrege, Neb. Between 10:30
and 1 1 :30 p.m. one Fridav from 2.~>
to 30 people called the Northwestern
Bell Telephone Co. to report that their
phones rang but no one was calling.
Officials in nearbv Minden reported
the same problem. It wasn't until
Saturday morning thai Northwestern
Bell manager V. M. Hall came up with
the source of the confusion a tele-
phone rang frequent!) on a program
on KHOL-TV from 10:30 till mid-
night. Jack Gilbert, manager of the
station, promised that a change would
be made in the location of the tele-
phone on the following week. * * *
KlrM
iX3llllllllllll[JIIIIIIIMIII[3llllllllllllt3lllllllllllltJllllllllllllt]IIIIIIIIMHtJ>
A BIG LOCAL MARKET
MORE THAN 65000
RADIO FAMILIES
□ a
= X
Fulton Mcxico-
5 Columbia
Jefferson City
RjiiiiiiiiiiiirjiiiiiiiiiiiioiiiiiiiiiiiiniiiiiiiiiiiiuiiiiiiiiiiiiniiiiiiiiiiiiuS
KFAL COVERS!
30 COUNTIES — Yi MV.
INFLUENCES SALES!
FROM DAWN TO DUSK
STUDIOS & OFFICES AT
FULTON, MISSOURI
Represented Nationally By
Benton Paschall Company
is the
"routing system"
keeping you from moving
ahead faster?
Many an advertising opportunity is
missed because a new idea, a changing
trend, a vital forecast is not set
time. That's why an increasing num-
ber of Advertising and Station Execu-
tives— who formerly received copies via
the "routing system" — now have indi-
vidual subscriptions to SPONSOR.
This way they 're Mire SPONSOR reaches
them first thing every other Monday
morning — sure of getting all the latest
radio/tv facts in time to act ... in
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for the next -sues) at
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cost-
□ BUI me Q Bill company D Payment ervlneed
Name
Firm _
Address
City
_j home 3 office
3 OCTOBER 1955
13
,<M»*t
%£:»^
NOV. IW4.
HOOPER
31.1
f 1
Is
14.
II. I
It
1.3
~~ 1 7,S
I
O M N A
In
c 1
7Hu4ic • Tfavt • "Pen4a*tedtfie&
Represented by Hollingbery'
Always the Best
Independent
Buy in the
— in — MMnmiiriiiirHrnri 1
Market
the AIMS station!
Boston
Cleveland
Dallas
Denver
Des Moines
Evanston , III.
Evansville, Ind.
Houston
Indianapolis
Jackson , Miss.
Kansas. City
Huntington, L.I.
Louisville
Milwaukee
WCOP
WDOK
KLIF
KMYR
KCBC
WNMP
WIKY
KNUZ
WXLW
WJXN
WHB
WGSM
WKYW
WMIL
New Orleans
New York
Omaha
Portland, Ore.
San Antonio
San Francisco
Seattle
Springfield.Mass.WTXL
Stockton ,Cal. KSTN
Syracuse WOLF
Tulsa KFMJ
Wichita, Kan. KWBB
Worcester.Mass. WNEB
WTIX
WINS
KOWH
KXL
KITE
KYA
KOL
Canada
Calgary, Alberta, Canada
New Westminister, B.C.
<-"-°-.^
Only one
in each
market
CKXL
CKNW
Membershi
by invitation
only
RADIO GROUP
'iowiiabin
iimt
Walter H. Lurie, newest vice president at
Bermingham, Castlemun & Pierre, will serve on
the plans board and head up radio and tv for the
agency. He was formerly a vice president of
Mutual Broadcasting, in charge of West Coast oper-
ations, had been active in radio at the Blow Co.
(now Biow-Beirn-Toigo) ; Lord & Thomas; and
Foote, Cone & Belding. He joined Bermingham,
Castleman & Pierce in June as an account executive
on the Flexnit and Gala Foods (of Copenhagen)
accounts, the latter using radio in current campaign.
Harlow Curtice, head man of tv's biggest
sjionsor, is carrying out ad strategy aimed at confirm-
ing his prediction last year that car makers could
rack up and hold terrific sales gains. G.VFs SI 1.3
million budget for nighttime iveb tv programing
costs for 1955-56 season is tops. Recent buys: 60 of
Wide Wide World's 90 minutes (for 12.5 million) ;
Project 20 for Poniiac. Other shows already
bought in whole or part include: Treasury Men
in Action, Dinah Shore Show. The Chewy Show
(a/I for Chevrolet) ; Arthur Godfrey Time.
James G. Walker has been named a vice presi-
dent of Compton Advertising, New York. He is the
account executive on the Sterling Drug and Per-
sonal Products accounts, joined Compton in 1954.
Also named to vice presidential positions were: Ac-
count Executive George J. Renner (Neolite, Rem-
ington-Rand Typewriter, Goodyear Tire & Rubber,
Kelly Springfield Tire) and Secretary Henry A.
Haines, who is now head fiscal officer at Compton.
Haines joined the agency in 1953, Renner in 1951.
Victor .-litronci. sales promotion manager. Amer-
ican Machine & Foundry Co., is the new president
of the Sales Promotion Executives Association of
New York. Association exchanges ideas, data and
knowledge among sales promotion executives to
improve effectiveness through sales, also stimulates
cooperation between sales promotion and other
phases of sales management. Other officers: R. J.
Brown, U. S. Plywood, first v.p.: P. Sarfaty. Cannon
Mills, second v.p.; J. F. Forsythe, TWA, trea-
surer; D. Caust, Lily-Tulip Cup. secretary.
114
SPONSOR
A STORY ABOl T CHICKENS
you take a man with 20 I small chick< ns, h< '«
a problem. !• ith( i he sella th< m 01 f( i da thi on and
anybody al the !>• parti I ol Vgri< ultur< i an tell
you that selling is cheaper. V V\ (\ Md ra)
had 20.000 aforesaid, plua three ducklings and
Four goslings He also had sev< i 'I thousand i
which may sound like something i 1 I""
which is actually chickens in transit ["his man
McCraj was in a bind. If he didn'l I rid of
his lid. oiio chickens he would soon h iv< an awful mesa
and Ins Friends would scorn him. So Vance called
Robert Widmark, who is in chargi ..I binds al WM I
the CBS station Foi Eastern Iowa Widmark sold
Vance three one-minute spots. Those three one-
, Minute spots s,»ld 20,000 chick< ns. Vano gav<
the ducklings to a needy million. m< and what
ippened to the goslings is anybody's geese. Maytx
the man at the kat/ Agency, WMT's national
representatives, knows.
HAVE YOU REGISTERED YET?
• TIME BUYERS
• ESTIMATORS
• RESEARCHERS
• STATION AND NETWORK REPRESENTATIVES
• MEDIA DIRECTORS
• ACCOUNT EXECUTIVES
• SALES MANAGERS
THE RADIO & TELEVISION EXECUTIVES SOCIETY
presents the 1955-56
I
TIMEBUYING - SELLING COURSE
TUESDAYS . . . 12:15 P.M. SHARP
"THE OLD BREWHOUSE", 207 EAST 54 STREET, N. Y. C.
$2.50 PER LUNCHEON (Registrants) • $3.50 PER LUNCHEON (Non-Registrants)
SIXTEEN LUNCHEON SEMINARS . . . LIVELY AND PROVOCATIVE
OUTSTANDING SPEAKERS FROM THE ENTIRE INDUSTRY
(You need NOT be an RTES member to attend)
FIRST SERIES (General)
8 Tuesday Luncheons
October 18 - December 6, 1955
Registration Fee: S3. 00
SECOND SERIES (Specialized)
8 Tuesday Luncheons
January 10 - February 28, 1956
Registration Fee: $5.00
SPECIAL -
Register now for
BOTH COURSES - / < FIVE
dollars!!!
"I
Send this coupon with your check NOW to:
TIME BUYING & SELLING COURSE
RADIO & TV EXECUTIVES SOCIETY
420 LEXINGTON AVENUE
NEW YORK 17, N. Y.
\umr
Firm _
iddrest
□ FIRST SERIES ONLY $3.00
H SECOND SERIES ONLY $5.00
— bUlll SERIES ONLY JOiUU
T
E
R
R
I
F
I
C
ADVERTISERS' INDEX
| hat's what ad
agencies, advertisers are
saying about the
1955
BUYERS' GUIDE
It is yours FREE
with your subscription
to SPONSOR
One year $8 — fhree years $15
' "f SPONSOR
40 E. 49 St., New York 17, N. Y.
\ i ms Group
III i up
Uexandei Film
hi '"
CHS i:.i.i
! i I 1 1 1 K
I ■■> . . .'. III.
Meredith < (roup
M Id I '■•ni up hi c in, up
NBC Film
NBC Radio Netwi i k
Nat'l Telefilm
Raebum SI ud
Screen ■ ; ■ • i n s
si. -111111. in Stations
Sunfli « .i \. i u ork
Tlmebuj Ing & Si lling i lour Be
CKLW, Detroit
K V.BC TV, Lot V.n|
K \ \ \ sin . \ eporl
K BET-TV, Sacramento
KBIG Hollywood
KBIS, Bakersfleld
KCEN-TV, Temple Ti
K( IRA-TV, Sacramento
KGNC, Amarlllo, Tex.
KGUL-TV, Galveston
K( IV( I Missoula, Mi nl
KKTV, Pueblo, Colo
K I . \i '. i .us Angi li s
EC LZ, I »enver
KMBC Kansas Cltj
KMTV, On
k\"l'\ . Sin .1.
KN.\. LOS \iii-
K'nr.x-TV. Lincoln, Nebr
K'i ii >i. TV, Phoi
K i: I v.. Phoenix
K RNT-TV, I '■ s Moines
ECROl i-TV, El !
KS1 << '. San I »i< go
KSLA-TV, si
KSTN, Stockton, Calif.
1 STP-TV, Minneapolis
KTNT-TV, T;n ..iii.i Wash
KTSA, San Antonio
KVOO, Tulsa
kwkh. Shreveport
KWKW, Pasadens
KWTV, Oklahoma City
WABT, Birmingham
WAVE, Louisville
\\ BAT-TV, Green Bay
WBEN-TV, BufCali
WBNS, Columbus, ' Ihio
WBNS-TV, Columbus, < I
w BT, i Mi. ii lotte
WCAO, Baltimore
WCBS, New Fork
WCCO, Minneapolis
Wi'I'K. Akron
WDBJ, Roanoke
\vi »EF-TV, Chattanooga
WDIA, Memphis
WEHT-TV, Henderson
V7FAA-TV, Dallas
WFBC-TV, Greene llli
WFB i,. S\ pai use
WGN-TV, Chicago
WGTi >. Haines City, Fla.
WHAS-TV, Louisville
WHBF, R< ck Island
whimi. Boston
Win >. Des Moines _
WHTN-TV, Huntington
wn.K-TV. Wilkes-B
WISH-TV, Indianapolis
WJBK-TV, Detroit
WKNB-TV, Hartford
wi.s. Chi »go
WMAR-TV, Baltimore
\\ Mi IT, Memphis
WMT, Des Moines
WNHC-TV, New II
\\'i (LP, Syracuse
WOOD-TV, Grand Rap
WREN, Topeka
WSJS, Winston-Sal. in
WSM, Nashville
WSOK, Nashville
WTi »P, Washington
WTSP St P( ti rsb irg
WTVR, Richmond
WVET, Roi hester
WXEX-TV, Richmond
1 1 I
l 1 1
I B< '
106
1 17
I 16
96
54-55
74
93
. 97
103
_ 86
65
73
• ■
12-13
lot
104
107
81
... 98
... 109
(9
62-63
7
... 99
.. 29
_ 33
94
_ 99
16
94
17
115
go
96
110
118
113
I F( '
111
3 OCTOBER 1955
GORDOh GR I)
( I ice President )
Mutual Broadcasting System
LIKE MOST
"Newsworthy"
BROADCASTING
EXECUTIVES
MR. GRAY'S
LATEST
BUSINESS
PORTRAIT
IS BY...
Photographers to the Business Executive
565 Fifth Avenue, Xeu- York 17— PL 3-1882
117
a rich
market ...
and the one tool
that opens
'•BEST!
You can open a bottle with a vise, a wrench, or a pair of pliers. But
you don't. You use a bottle opener — the logical tool.
That's how it is with WSM and the Central South— a rich $2,713,371,000 market
— more potent in consumer spending power than the cities of Baltimore, Buffalo,
Minneapolis, Cincinnati, or Houston.
At first glance the Central South is an apparently tough market for the adver-
tiser to reach and sell. It's an extended market composed largely of small towns.
If you attempt to cover it with a combination of another Nashville radio station
plus small town stations or with a combination of a Nashville newspaper and
small town papers, the cost is three to fifteen times greater than that of a WSM
custombuilt program. And TV viewers in this market represent less than half
the buying power of the Central South.
There is only one tool that opens this rich market at a cost within the bounds of
the sensible advertising budget. That's Radio Station WSM.
May we prove this to you? We would like to put into your hands a new brochure about
the Central South entitled "The Mystery Market." It shows the relative costs
of advertising in this market for all major media. We believe it contains
facts and figures not found in the files of even the most experienced
advertisers. May we send you a copy?
WSM
RADIO
BOB COOPER, Soles Monoger
Represented by John Blair and Company
NASHVILLE
118
CLEAR CHANNEL
50,000 WATTS • 650 K C
SPONSOR
- 1
Agency's agency
for television
Tv spot figures
due January
Timebuying book
off presses
TPA-SC still
negotiating
Awards to
radio admen
KNOE is new
radio "indie"
Druggists advise
air advertisers
it i i»oic i to SPONSORS tor 8 October 1055
(< <>n<imM'<f from |»«i?»«" 2)
New agency's agency called Creativision is designed to supplement
tv staff of agencies around U.S. It was sot up in New York by Win-
field Hoskins, former tv copy supervisor at Neodham, Louis & Brorby,
Chicago, and Victor Kayfets, special purpose film production veteran.
Services stressed include creative advertising consultation; copy-
writing and art; New York City production liaison; film production.
-SR-
Wraps will be off tv spot expenditures, now estimated by TvB to be
running at $275,000,000 annually (time, talent, production), next
January. TvB and N. C. Rorabaugh have worked out deal to furnish
admen with quarterly report and special annual issue of data covering
spending by categories, companies and brand lines. (See story, page
38.) Still unsolved: problem of comparable figures for spot radio.
-SR-
Success of '54-' 55 RTES Timebuying and Selling Seminar has encouraged
group to plan new series of talks which this time will divide into
beginning and advanced sessions. Condensed text of '54-'55 seminars
has been made available by Sponsor Services Inc. in 60,000 word book
just off presses and available at $2 each. (Book is called Time-
buying Basics, can be ordered from Sponsor Services by mail — 40 E.
49th St., New York 17, N. Y. ; or by phone--MU. 8-2772.)
-SR-
Those 2 big film firms who have been working toward a merger — TPA and
Screen Gems — are still sitting on details of what has been transpiring
behind closed doors of their West Coast offices. Lawyers have been
working on complex problems of tax situation, manpower and capital
gains. Most brass have stopped denying the merger talks but no agree-
ment has yet been reached though negotiations have extended over
many weeks.
-SR-
Now there's an "Oscar" for radio admen, too. Feature of RAB's na-
tional Radio Advertising Clinic, to be held in New York 13-14 Octo-
ber, will be award of gold plaques to admen for outstanding radio
commercials of past year. Awards will be made by RAB President
Kevin Sweeney at day session on 14th.
-SR-
Latest radio outlet in still trickling but increasing stream to de-
cide to go all-out for independent operation is well-known 5, 000-
watter KNOE in Monroe, La. Starting tomorrow (4 October) outlet
owned by former Louisiana Governor James A. Noe will switch to music-
and-news format with emphasis on local spot news coverage by short-
wave mobile units, traffic and weather bulletins, service features.
Said Noe: "Radio today must reflect the life of the local communi-
ties a station serves."
-SR-
Retail drug store operators offer their views of effect of air adver-
tising as seen at local level in SPONSOR forum this issue (page 48).
Druggists cited pitfalls that can cost advertiser good-will he should
be deriving from his air dollars.
3 OCTOBER 1955
119
SPONSOR
SPEAKS_
Take it easy, boys
This is a peculiar period in the
strange career of radio on the na-
tional front.
This is an interim period. Week-
day, the Monday through Friday off-
spring of Monitor, has not yet made
its bow. The other network hopefuls,
all wedded to the strategy of commer-
cial flexibility and participations, are
still to prove their mettle.
So this could be a quiet period,
albeit active in sales planning and
preparations. This could be a busy-
bee period both for station representa-
tives and networks.
But no. The void must be filled.
So network attacks network. Reps
attack networks. Networks attack reps.
The free-for-all is on.
Is this health v for radio?
No!
Does this help the advertiser under-
stand the crisis through which radio
is passing?
\\ hat does the advertiser think
about all this?
His only thought, "Things are pret-
l\ ni("-s\ in radio. Must be a pretty
unhealthy situation. Well, I have other
things to think about. I'll think about
television, newspapers, magazines, and
billboards."
Can you blame him?
Take it easy, boys. Radio is a great
medium. At spot rates, or otherwise,
the finest buy many a national adver-
tiser can make. We can disagree with-
out disgusting the innocent bystander.
Don't sell radio down the river.
* ♦ •
Next step: radio $ figures
Next January, the wraps will come
off one of tv's biggest mysteries — how
much major spot tv advertisers spend.
A cause for which SPONSOR cam-
paigned repeatedly for years has now
been half won.
Admen can thank TvB, the newest
industry promotion association in the
broadcasting field, and N. C. Rora-
baugh, veteran of spot data gathering.
TvB will release regular quarterly re-
ports, plus an annual edition, which
v\ ill give details of gross time pur-
chases by categories, advertisers, and
brands.
But what of spot radio?
As the report on page 38 of this is-
sue shows, spot radio expenditures are
still largely something for agency men
and advertisers to guess at.
Spot radio is a huge, lively and
result-getting medium. It's been un-
charted too long, must not be allowed
to remain the only major medium
without published reports of spending
bv its clients.
Reminder No. 5: need at a peak
In a letter to stations, representatives
and agencies last month, A. C. Niel-
sen's John Churchill summarized the
status of Nielsen's plans to measure tv
and radio station coverage. Churchill
stated that a questionnaire had indi-
cated both buyers and sellers of time
were "overwhelmingly in favor of fresh
information." And promised a "Niel-
sen Coverage Service Study No. 2 to
fill this need" — provided the intere-i i-
real.
Actually there's no question that in-
terest in a solution to the tv set count
and coverage problem is real. In fact
the lack of this data is one of the most
acute problems faced by the buyer of
television time.
Whatever way the problem is solved,
advertisers will benefit tremendously,
provided : ( 1 ) sound research methods
are used; (2) one study only emerges
rather than several competing measure-
ments.
The problem on the horizon is that
several research organizations plan set
count and coverage studies: NCS.
SAMS and ARB. While all three ma]
not actually go through with their
projects, it would be far sounder for
the NARTB to eliminate any question
of a conflict by speeding its own Cawl
project. The problems of getting an
industry-supported study into the ac-
tive stage are understandably consid-
erable but it makes more sense to have
the industry's circulation measurement
start functioning at a time when the
need is at a peak. And that time is
now while television is still in a stage
of rapid change.
Applause
News maturity
The increasingly important role
played by radio and television news is
reflected in changes which have been
taking place in recent years in the As-
sociated Press' machinery for bringing
the advice of its members to bear. For
the first time this August the AP Mem-
bers Committee of radio and tv broad-
i-ters was selected by election.
This committee first emerged on an
appointment basis in 1953 as a paral-
lel to the advisory group from printed
media. Its functions are to maintain a
continuing stud} of the AP radio-tv
wire and poll members on suggestion-:
and to act as an awards committee.
Important as the actual work of this
committee is, what its existence recog-
nizes is more important. Namel) that
radio and television news today has a
mature and vital place in American
life. The advertiser or agency execu-
tive who takes an interest in the kind
of stature a good news operation builds
for a station will join SPONSOR in this
hope: that the work of the committee
will spread to even more stations the
kind of news creativity now to be
found in so manv markets.
Officers of the AP members commit-
tee who are in a position to work to-
ward this objective are Jack Shelle\
of WHO, Des Moines, president: Joe
H. Bryant. KCBD-T\ , Lubbock. Tex.,
first vice president: Daniel Kops.
WAVZ, New Haven, second vice presi-
dent; Jack Krueger. WTMJ-TV, Mil-
waukee, v. p.: H. J. Chandler. kFLW
Klamath Falls, Ore. Oliver Gramling.
assistant general manager of AP in1
charge of radio-tv activities, was re-
elected secretary. Its Gramling by the
way who deserves much of the credit
for setting up the committee.
120
SPONSOR
>. in m mtm bi puwep. . jluui j u bjj. mumr
ie:y (opposed esp. to nW, severity), easy or indulgent,
,f ults or failings. — Ant. Cruelty, harshness.
it a Jewish Antiq. The gold plate resting on
01 which the blood of sacrificial animals was
b Figuratively, the throne of God or of Christ.
') n. [AS. mxre, gemxrc.'] A boundary'.
7 A
A _ -. I. mi
j* t\<;
merit (mer'it), n. LOh. mcrite, tr. L. mcritum, f
rerc, mcrcri, to deserve.] 1. Due reward or punishi
usually, reward deserved; a mark or token of excellei
approbation. 2. Quality, state, or fact of deserving?
ill; desert; as, each according to his merit, 3. \\
excellence. 4. That which is counted to one as a cai
reason of deserving well; a praiseworthy quality, acl
A Buy-Word for Smart Timebuyers
t ere declared to be "simply what it is and nothing more ";
iii r, and suggests something that just escapes falling short
; illy is.
? . [Gr. meros.'] A combining form meaning
. as in arthromere.
'IT), adv. 1. Obs. Purely; absolutely. 2.
vise than; simply; barely; only. — Syn.
>US (meVe«tnsh'us), adj. [L. meretricius,
-ids, a prostitute, fr. merere to earn.] 1. Of,
to, characteristic of. or being, a prostitutj
i hv false show; gaudily and deceitfully
i wdry. — mer/e-tri'cious-ly, adv. —m
•J2SS, n. rftfrvfrk
W (mer.gi""
see plui
[NL., fr.
i er (bird,
d plunge
): .] Any
Merginae
lgducks, exi
a ng a sler
til at the t
lead usu
(.urj), v.
(rQrjd); mei
•ring).
, \ersum.]
eco be swe
o esce
t absorptic
Se MINGLE.
Jemur'jens)
e:ontract or interest, in another, or of a minor
m greater; with reference to corporations, the
f he control of different corporations in a single
a issue of stock of the controlling corporation in
naioritv of the stock of the others, without dis-
Tneriiici)
mer'lin (mGr'lTn), n. [OF,
Ion.'] A small Europea
co aesalon), reseml
can piseon hawl
lumbarius) to^tf P^^the
name has \\u^k Pm-inled.
Mer'lin^^^LM L. Mer-
J romance, a proph-
id magician of the oth
"century.
mer'lon (-Ion), n. [F.,
fr. It. merlone, augm. of
.men-
Mer/-e-dith — The proper name for
the four leading radio and television
stations in four major markets . . .
Kansas City, Syracuse, Phoenix and
Omaha. A name meaning smart pro-
gramming, selling know-how, well-
planned merchandising, experienced
talent and management . . . the fac-
tors which insure success for your
campaign on a Meredith Station.
Merlin. (i/$)
:>r crenels, of a b
Illust.
ere lake; maid.
represented w
er'man' (-maV
[Gr. meros p
ing partial or ir
contain conside
to holoblastic.
\ suffix meaning
oarts, as in dime
2-merous, etc.)
!/. Of or design
r France, found'
ct of merryma
RI.EST. [AS. 771
leasant; delightf
able. 2. Laugh
4. Marked by g
gu.i mum ■■■■—■ ■ ■■■■■■in iiu) ■ 8 ,
or festivity. 5. Archaic, facetious; jocular. —
Blithe, lively, sprightly, gleeful, joyous. See joctl/
Ant. Sad, gloomy. — mer'ri-ly, adv. — mer'ri-ness
mer'ry— an'drew (-an'droo), n. One whose business
make sport for others; a buffoon; a clown; a zany.
MEREDITH K<uU* cutd lekvctio* STATIONS
affiliated with lil'lIlT llllllll'N and UilTflVlIN and Successful Farming magazines
Rt pi • » • a
ie
dial (-iWl- -n'lV adi. TF. mfridinnnJ . fr. T.T..
Hmes'de-moi'selles', n., pi. of mademoiselle.
me.seems' (mc-semz'), v. impers.;_past tense
4
e
i$ &ABC and
KMBC-TV
Kansas City's Most Powerful TV Station J
SCENE:
The analysis couch in the
offices of an eminent
Kansas City psychiatrist.
DR.
US:
US: "Dot, we think we're going crazy!"
DR.: "All right, now, relax, be calm and
tell me all about it."
US: "Well, it all started when we announced the
KMBC-TV swing in network affiliation to
ABC-TV effective September 28. We knew ABC
has a wonderful line-up of new evening shows — ■
but we didn't expect the terrific sponsor response
to our nighttime programming. Orders, contracts,
teletype messages, wires, phone calls — everybody
wanting prime availabilities. The place was a
complete madhouse, Doc. Biggest upsurge in
spot business in our history. Everything prac-
tically sold out from 5 p.m. to Sign-Off — a full
month ahead of the Swing to ABC-TV!"
"From what I've heard about the new ABC
schedules, that's perfectly normal."
"But, Doc, it didn't end there. When we announced
our BIG TIME DAYTIME programming, every-
one went completely nuts over again. For the first
time in Kansas City, timebuyers could get any type
of daytime commercial handling they wanted. They
could sponsor our completely new and different
station-produced shows or fine syndicated film shows
— they could buy filmed minute-participations,
schedule live commercials, demonstrations, sampling
or audience-participation testimonials — utilize station-
breaks or IDs. We could sell 'em anything they wanted
anywhere they wanted — in shows, between shows,
everywhere a commercial could do a good selling job."
DR.: "I see. Then what happened?"
US: "Another flurry of buying that's still going on.
We never saw business so good!"
DR.: "Are you complaining?"
US: "Heck, no! We just came in for a little peace and quiet
Gotta get back to the shop now. It's been
wonderful talking to you."
DR.: "That'll be S500, please."
KMBC-TV
Kansas City's Most Powerful TV Station
in the Heart of At
KMBC d/ Kansas
KFRM joi the State
Free & Peters, Ii(J
i it n 1/ advertisers use
50* per copy»$8 per year
rest
HOOPER, NIELSEN
PULSE, TREND^X
clinch it!
t
t
IS RUNNING AWAY WITH
KANSAS CITY'S RADIO DAY
Every /////<» period.
Monday-Friday,
Hooper finds
IT HR in first place.
So does \ielsen.
So does Pulse.
So does Trendex.
So it's unanimous
\ll 1 surveys have \\ MB firsl in everj time period. \\ HB
has more than twice the audience <>l the second station (all
day average Hooper 11.3', i. Mid-Continent program-
ming, ideas and excitement have achieved tin- dominance
for Will!! The same programming, ideas and excitement
can achieve dominance for you. Run over the Kansas Citj
situation with the man from Blair, or W HB General Man-
ager George \Y. Armstrong.
WHB . . . 10,000 watts, 710 KC
CONTINENT BROADCASTING COMPANY
President: Todd Stori
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps. Inc.
WHB, Kansas City
Represented by
John Blair & Co.
TV'S $64 MILLION
QUESTIONS
page 31
■
Videotown 1955:
Oldest tv households
tune in the longest
page 34
ABC Radio's new look:
capsule programing
on weekday nights
page 37
Schick out-advertises
rivals with 90-day,
$25 million ad splash
page 44
How to keep an
and ear on competitors
page 46
sell cars in Iowa
Nielsen Circulation in Baltimore City and County!
W-I-T-H's weekly audience in the highly con-
centrated City and County of Baltimore is
230,530 families — more than any other station
in town !
When you combine this big audience with
W-I-T-H's low, low rates, you get the lowest
cost-per-thousand of any advertising medium in
Baltimore. Let your Forjoe man give you the
whole story!
IN BALTIMORE THE BIG BUY IS
Tom Tinsley, President
R. C. Embry, Vice-President
Represented by Forjoe & Co.
Significance of
$64,000 moves
Private tv set
study likely
Straw in
research wind
NBC TV must-buy
web no "must"
Angelenas like
their radio
Codwin joins
SPONSOR
Real significance of reports Revlon was promised kitchen sink by both
NBC and CBS boils down to this in opinion of Madison Ave. observers:
advertiser-agency efforts to bring own show into networks may now
be stimulated. Lesson admen haven't failed to note is that bargain-
ing power client couldn't achieve with money alone can be won back —
with ideas. But if clients can't open doors for more "outside" shows
on heels of "$64,000 Question," thinking runs, this season will be
last for long time in which net program control will be questioned
(see article page 31).
-SR-
Tv set count and circulation study by private research firm is likely
for 1956 now that NARTB Tv Circulation Committee has stated its first
study won't be out before mid-1957. ARB, Nielsen and SAMS have all
been exploring interest in study anong research buyers (with all 3
impressed demand is great). While there's still danger more than
one may actually launch studies, researchers believe field will
eventually be left to company which wins approval of networks first.
(See editorial on tv set count page 126.)
-SR-
Indicative of interest among admen in tv set count is fact McCann-
Erickson associate research director, Dr. Leo Bogart, lists need for
set study first in article this issue ("Eight big needs in radio-tv
research," page 42).
-SR-
NBC TV's requirement of 100 stations for lineups in prime evening
time is not must-buy network in usual sense. First, while sponsor
must still take 55 specific must-buy stations, he can pick whatever
other 45 NBC stations he wants. Second, sponsor can buy less than
100 stations, still stay on network if he accepts reduction in dis-
counts. Third, requirement of 100 stations does not apply to sponsors
who participate in Program Service Plan (PSP) — that is, allow their
shows to run on unordered stations with commercials deleted. As in-
ducement to sell large networks, NBC is offering 44 small optional
stations under Program Extension Plan (PEP), with discounts up to 50^-.
-SR-
Sets-in-use during average quarter hour in Los Angeles is up 60"
since 1949. Actual increase: 250,000 to 400,000 homes (Pulse).
Fact is one among many heard by agencies, advertisers who listened
to unusual presentation given by Frank Crane, president, Southern
California Broadcasters Association. Crane, now traveling around
U.S. with presentation, titled "Ultraphonic Sound," uses 5-speaker
stereophonic sound setup, has such names as Groucho Marx, Tennessee
Ernie to add zip to tape-recorded presentation.
-SR-
Charles W. Godwin joins SPONSOR today (17 October) as v. p. and adver-
tising director, resigning as director of station relations at ABC
Radio. (For Godwin's complete background see page 120.)
SPONSOR. Volume 9 Xo 21. 17 October 1955. Published biweekly t.> SPONSOR Public* ttaM. Inc. Executive. Editorial. Adrertlslnf. Circulation Office*. iO K. 49th St Rm
tort, l, Printed at 311(1 Klin Ave.. Ralttntore. M.I. SS ■ year in U 3 $• alaewhen Km. red as second class matter 29 Jan. 191S at Ralttmore pcstofflre under Act •-
Radio set sales
high in tv areas
Smog over am
spending grows
It I JPORT TO SPONSORS for 17 October 1935
Radio's best Awards for "8 most effective radio commercials broadcast during 1955"
commercials given by RAB in its advertising clinic at Waldorf-Astoria, New York,
last week. Names of 8 (alphabetically) with agencies and award
recipients follow: American Tobacco (Pall Mall), SSCB, Alan Garratt,
ad manager; Coca-Cola, D'Arcy, Paul Lewis, D'Arcy v. p. charge radio-
tv ; Esso, Marschalk and Pratt Div. McCann-Erickson, Robert M. Gray,
ad manager; Ford Motor Co., JWT, Charles Beacham, Northeast reg. sales
manager; Metropolitan Life Insurance Co., Y&R, Henry R. Geyelin,
manager adv. service; National Carbon Co., Esty, A. J. Housman, ad
manager; Nestle, Bryan Houston, Richard F. Goebel, ad manager in
charge media; Piel Bros., Y&R, Thomas Hawkes, general sales manager.
-SR-
Not generally realized is fact that pace of radio set sales is just
as quick, if not quicker in mature tv markets as in country as whole.
ABC Radio research report shows situation in 5 tv markets: New York,
Chicago, Detroit, San Francisco, Los Angeles. Radio sets (not in-
cluding auto radios) shipped to dealers in these cities during 1954
was 62% higher than number of tv sets shipped (RETMA figures). Mean-
while, RETMA has announced that radio set sales for first 8 months
of 1955 are 43% ahead of 1954, while tv set sales are 27% ahead.
-SR-
PIB's decision to discontinue reporting of radio network gross bill-
ings throws even darker fog over radio spending. Previously, with
TvB promising spot tv figures, only spot radio figures had been lack-
ing among major media spending data. PIB will continue running other
radio network data. This will permit agencies to calculate spending
of their clients' competition but calculation of over-all network
spending would be time-consuming and possibly prohibitively expen-
sive. PIB decision was based on fact that changes in am web rates,
discounts make it difficult to compare accurately one network with
another and current network figures with past data.
-SR-
ABC Radio Hadical revamping of ABC Radio's nighttime programing highlights de-
aims at top termination of web to stay in business. In tape-recorded interview
with SPONSOR editors, ABC President Robert E. Kintner expressed
strong confidence in network radio's future, said ABC Radio had good
chance of becoming "number two" network, maybe even "number one."
Kintner denied new web plan would undercut national spot rate of
affiliates. (For details of new ABC Radio programing and verbatim
text of interview see pages 37-39).
-SR-
Fee tv issue will be kept humming by debate on subject at Eastern
Annual Conference of 4A's. Three-day conference starts today (17
October). Toll tv debate, which takes place 19 October, features pro
arguments of James M. Landis, Skiatron Electronics and Tv Corp. ; con
arguments from Sidney Kaye of law firm of Rosenman, Goldmark, Colin
& Kaye. Discussion of fee tv is part of conference's tv-radio
programing meeting.
_SR-
4A's radio-tv 4A*s meeting will also feature (1) talks on radio network programing
agenda ir» tv age by Robert Sarnoff, executive vice president, NBC, and a CBS
representative unannounced at presstime; (2) demonstration of Elec-
tronicam tv-film system by James Caddigan of Dumont Labs; (3) dem-
onstration of Cellomatic, device for simulated animation of art work,
by Paul Adler of Affiliated Program Service.
(Sponsor Reports continues page 125)
Fee tv debate
at 4A's confab
SPONSOR
We Had To Turn Out The Lights
To Get Them To Leave
"Nighttime radio? Forget it — everybody's watching
television."
Tain't so in Philadelphia ... at least, not on WPEN.
From 9 o'clock at night, people come by the thou-
sands to the WPEN studios to watch and
participate in our programs. And we
don't give a thing away. (We actually
had to hire a hostess to handle the
crowds.)
Can you imagine — in staid Philadelphia — a full
house every night till five in the morn-
ing? Fact is, we have to turn out the
lights to get them to go home.
Programming like this is one of the reasons why
WPEN has the GREATEST RATING INCREASE*, the
LARGEST OUT-OF-HOME LISTENING*, and MORE
LOCAL AND NATIONAL ADVERTISERS** than any
other station in Philadelphia.
■ •
m
w
The Station of Personalities
'Pulse July, August 1955
'BAR. July 1955
■
WfBL
m
Philadelphia
Represented Nationally by Gill-Perna.
17 OCTOBER 1955
he magazine radio and tv
idvertisers use
ARTICLES
Five $64,000,000 tv questions
In its broad survey of nighttime network programing questions this fall
SPONSOR found five which sum up the issues of the season, including: How
big will ABC be? Is network program control permanent?
I idcoioirii 1955: longest owners watch most
Some startling facts were turned up by Cunningham & Walsh's annual Videotown
survey, including: viewing is generally up, with the longest hours put in by
oldest tv households; "second-set" rate slowing, showing strong interest in color
ABC turns to capsule programing
A tape-recorded interview with ABC President Robert E. Kintner and Charles
Ayres, ABC vice president in charge of radio, provides their outlook for the new
five- and 10-minute programing segments planned for 7:30-10:00 pm. weekdays
Spot radio rescues a bumper crop
Faced with an overabundance of under-sized prunes, the California Prune
Advisory Board turned to an 18-week spot radio campaign. Results were so
effective, spot radio has become a regular part of the Board's ad campaign
Eight big needs in radio-tv research
McCann-Erickson's Dr. Leo Bogart charts key goals for radio research if it
is to expand and improve the tools that it offers admen to use
Schick push has 76% tv budget
Net radio and tv are used in huge quantities in a frank effort to out-adver-
tise the competition. Newest push for product will dump $25 million into
a 90-day advertising campaign, most of it through the air media
Hon- to keep an eye and ear on the competition
Broadcast Advertisers Reports covers 14 markets with a radio, tv monitoring
service, sells summaries of taped commercials to subscribers. BAR can provide
clients with playbacks of competitors' commercials
Salty radio teaser campaign sells cars
Iowa radio listeners were treated to a real nautical teaser campaign to an-
nounce arrival of I 1-foot ship model in a car dealer's showroom. When the
gimmick was triggered, sight-seers and buyers flocked to the sale
31
34
36
40
42
44
46
48
COMING
I imebuying problems — today and yesterday
The first of a series of SPONSOR articles about the status, functions and prob-
lems of admen will deal with timebuyers and the ways in which their job and
status has been changing 31 Oct.
4th Annual Farm Section
Survey of the nation's radio and television stations with farm programing,
farm advertisers and their agencies provides the 1955 facts on how to reach
the farmer best. A self-contained section with all the facts 31 Oct.
Volume 9 Numb Ji
17 October 195
1
||
DEPARTMENTS
I
TIMEBUYERS
AGENCY AD LIBS
40 E. 49TH
NEW & RENEW
MR. SPONSOR, Max Banzhaf
SPONSOR BACKSTAGE
RADIO RESULTS
FILM CHART
FILM NOTES
ROUND-UP
SPONSOR ASKS
P. S.
AGENCY PROFILE, William SnK
TV COMPARAGRAPH
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
Editor and President: Norman R Jl
Secretary-Treasurer: Elaine Coup G
Vice President-Genl. Manager:
Editorial Director: Miles David
Managing Editor: Alvin M. Hat-
Senior Editor: Alfred J. Jaffa
Associate Editor: Evelyn Konred
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Forema J
Editorial Assistant: Morton C. Kei
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (Weste K
Edwin D. Cooper, (Southwest '
H. Giellerup, (Midwest Ma-
Alpert, (Production Manager)
chok, Charles L. Nash, George E ke»
Circulation Department: Evel,
scription Manager), Emily C-
Mitchell
Office Manager: Catherine Scott os
Readers' Service: Augusta B. She no
Accounting Department: Laura F
Secretary to Publisher: Helen L.
3
ares
Published biweekly by SPONSOR PUBLIC 10*!
combined with TV. Executive. Editorial (fj"
Advertising Offices: 40 E. 49th St. <« * ,
New Yoik 17. N. Y. Telephone: MCmp>|
Chicago Office: 161 E. Grand Aie.
7-9863. lx>s Angeles Office: 6087 Sui "
Phone: Hollywood 4-8089 Dalits Offltf.l '
St. Phone STerllng 3591. Printing 01 : 1
Ave.. Baltimore 11. Md. Subsolplloni: "»»
$8 a year. Canada and foreign $9. Sir. ««
Printed Is USA Address all cotTesr w<»
E. 49th St.. New York 17. N Y MTrrraUl •
Copyright 1955. SPONSOR PUBLICAT\S !■
Success like tliis
proves -A.nn IFtogers
"SOME SALESMAN"
Letters like this that tell of client sales
success make us very happy and doubly
so when they pinpoint large sales.
Big advertiser or spot campaigner
you can tell your sales story to
Rochester (prime Western N. Y. test
city) and 17 rich counties that make
up this market, best on WHAM-TV.
Considering the fact that this spot
schedule was inaugurated as a test of
television's effectiveness, WHAM-TV has
certainly proven its power and its point.
To tap a rich market with sales success
call the Hollingbery office nearest you.
Represented by George P. Hollingbery Co
OPULATION: 1, OSS, 781
HOMES: 36S.OOO
«r nbc calculated
WHAM-TV CHANNEL
5
Rochester, N. Y.'s Most Powerful Station
17 OCTOBER 1955
WMMl I
US PIPE EXPRESSLY FOR TV
^sc ^<feg
^4r
(,ty
m
§*
w
,V;
-r<v
'^m^i
S*
M S
* .? =: ^
S55
^ ss f
Is
2s>^
llrete
4 years by Coca Coif
g for rating, the greatest buy ever offered
jcal or regional advertiser. THE ADVENTURES
IT CARSON ranks as the Number 1 Western
I Westerns, well up in the "top ten" of all
anally rated syndicated film shows!** Don't
nyone beat you to the draw on this one—
o«MCA right aw<^^
MCA
AMERICA J NO 1 DISTRIBUTOR Of TELEVISION FIIM PROGRA*
ica Blvd.,
CASE HISTORY-PRODUCE
The Rutabaga
and Avocado Set
Never Had It So Good!
For 3'/2 years now, they've had their very own
radio program — 5 minutes every morning on
KBIG Catalina, devoted by the 23 Von's Gro-
cery Company supermarkets of Greater Los
Angeles to glamoriiing fruits and vegetables
. . . highlighting their history . . . suggesting
new ways to use them . . . telling both good
and bad points of supply and price.
Results: HOMEMAKERS NEWS has won
awards from the Advertising Asso-
ciation of the West, Radio Adver-
tising Bureau, Inc., RADIO GETS
RESULTS contest; Los Angeles Ad-
vertising Women, for creative ex-
cellence.
Item sales tests pay off consistent-
ly. Mushrooms mushroomed
32l/2%, asparagus 21%. Gift
bags hidden under checlcstands,
and given only to customers who mentioned
hearing it offered on KBIG, "sold out" 25,000
in a few days.
HOMEMAKERS NEWS, renewed by Von's for
its 4th straight year, typifies the creativity of
KBIG. Other 5-minute news features can be
tailor-made for sponsors who want something
besides saturation spots.
Your KBIG representative or Robert Meeker
man can show you topnotch results with either
technique.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
ffll°
iDiipir
ffll
v
Harry Parnas, media director, Doyle Dane
Bernbach, New York, reminds timebuyers oj several
criteria when buying announcements between pro-
grams. "We feel it's most important for the shows
we place announcements between to have even
ratings," he says. "In fact, we'll sacrifice com-
bined average rating to even rating because the
biggest threat to commercials between shows is dial
twisting. Of course we always try for a good cost-
per-1,000, but equally important is the audience
composition of the shows we're adjacent to. In
these days of tight nighttime tv availabilities, a buyer
can't get into such considerations as mood of a
show, but, on the other hand, he can't afford to
ignore the proportion of men and women his message
will be reaching in a particular time slot."
Vincent Daraio, Hicks & Greist, New York,
says that he spends a lot of time at the opening of
each fall season studying the context of network tv
programing, "You've got to be familiar with the
shows to buy adjacent to the right ones for your
client," he explains. "For example, with a women's
product, you want to have both the lead-in and
lead-out from the commercial appeal to a women's
audience. With a family product you've got more
leeway. I've found that a Roy Rogers program,
as one example, delivers a surprisingly high per-
centage of adults. Now this type of show, followed
by, say, a musical show like Patti Page can give me
a good family audience. On the other hand, some
Western shows that seem in the same category on the
surface actually deliver mostly the young kids."
Joan Starh, Grey Advertising, New York, will be
happy when October's over. "This is the month of
clearance problems," says she. "The big reason,
of course, is the discrepancy in Daylight Saving
Time. Most of New England, New York, New
Jersey and some of Pennsylvania extended DST
through October. Other DST areas went to Standard
Time at the end of September. Still other areas of
the country don't have DST at all. Where the
buyer's concerned this may mean buying and placing
three different schedules within a period of five or
six weeks. It's particularly a problem uith net-
work adjacencies because the time you may hare
ordered last summer may be filled with a different
show in October, during the time switchover, from
the show you originally intended being next to."
SPONSOR
SPONSORS WARM TO AP
Because . . . it's better
and it's better known.
"Riot at the Penitentiary
...going after more details
//
Case History No. 13
Manager Jack Vagner of KRAL,
Rawlins, Wyo., was one of the first
in town to hear about it. He grabbed
the telephone and called The AP at
Cheyenne. It was 11:37 a.m.
"There's a riot at the penitentiary,"
he said. "Prisoners seized three guards
as hostages. Don't know who the ring-
leaders are yet. They want a conference
with the warden. Got control of the
main cellblock. I'm going out after
more details and will call you back."
The state prison was about a
quarter-mile from the KRAL studios.
Vagner was there within minutes, but
the guards were as stone-faced as the
prison walls. They weren't saying
anything until the warden showed up.
The warden arrived shortly after
noon. A bit later Vagner called The
AP with the names of the three host-
ages, word that 75 of the 280 prisoners
were involved in the riot, the knifing
of a prison guard and the reasons the
rioters gave for the break.
Through the rest of the day Vagner
relayed details of the story to the
KRAL newsroom and to The AP.
After an AP staffer flew in from
Cheyenne, the two split the load and
covered every angle.
Vagner interviewed the wives of the
hostages, as well as guards and prison
employees. He also helped a photog-
rapher line up pictures which were
carried over the national AP Wire-
photo network.
Shortly after midnight, the riot was
over and the story cleaned up. After
13 hours on the job, Vagner had com-
pleted a tremendous job of news
coverage for KRAL listeners — and
AP members everywhere.
Jack J'apner is one of
thousands of active neics-
men tcho make The AP
better. ..and better known.
If your station is not yet using
Associated Press service, your AP
Field Representative can give you
complete information. Or write-
Those who know famous brands. ..know the most famous name in news is JT
17 OCTOBER 1955
The BOSTON story in CaPsu|e
IN BOSTON . . . WNAC-TV, Channel 7,
^ consistently — season after season for over
^m£l% seven years — has represented true value
j$. A %L %^ *° '*s hundreds of thousands of viewers and
?° "^^Piftif^ to its enthusiastic advertisers and their
«j»
discriminating agencies.
| Viewers watch most of Boston's top-
rated shows — network and film — on
Channel 7. WNAC-TV clients sell their
__^r-~ - products in this atmosphere of quality
taikftlCfcf \ anc' success.
**". country
V
, 340,000 TV Vto-»
Represented by H-R Television, Inc.
WNAC-TV
A GENERAL TELERADIO OWNED STATION
The Yankee Network 21 brookune avenue, boston is, mass.
10 SPONSOR
by Bob foreman
Commercials in the spevtai'tilars misfire
Perhaps it"- ihe type of Bpectacular I've been watching.
M iybe it'- the fad that I've witnessed them in culm. I can't
sa) what but it has struck me that the qualirj oi the com-
mercials I've caught of late in these epics is rather low.
Completel) apart from the aiidience--ize. rating -uccesses
or lack of them, and forgetting for the momenl whether the
shows were done well, so-so or poorly. I've been mosl
conscious of what I feel i- the poor copywriting and clut-
tered production of the -ale- message-.
Take "The Skin of Our Teeth." Whether you liked it or
not. marveled at the color or were merely confused and
fatigued by the story. I haven't since the neolithic days oi
tv been so confused l>\ copy. In addition, the commercials
were tryingly long. It seemed that one was sandwiched right
on top of another, gaining its only relief, if I remember
rightly, in two more intercepting commercial-, one at the
cha inbreak period, the other at the station identification.
One of the spots in this -how -eemed -o out of place sur-
rounded a- it wa- by erudite gihlieii-h that it nni-t have
got the biggest yak in the whole show, both at home and
in the studio. This opus wa- a rather typical and completely
Uninspired piece of animation with product packages hang-
ing from a tree. It included, a- well, an inane ditty. Neither
the animation nor the jingle nor the hackneyed concept of
the eop\ would have been so outstandingly bad it viewed in
more normal surroundings. Hut immersed a- these element-
were in Tornton \\ ilder the puerile qualities we see exhibited
so frequently in tv copy were even more apparent.
All of the above — at least to me —means that someone has
got to do a lot more thinking and use a great deal more care
on that phase of television advertising which i- inserted,
magazine-wise, into long, participating .-how- if these shows
are to pan out for the advertiser. Such program- are high
in cost regardless of the per-commercial-minute figures
blithely tossed about. High in gross COSt, that i-. \nd they're
astronomical in cosl if the) do not provide the advertised
product with more identification, more recall of sales points,
i Please turn to page
e
-/\ and U Grows,
/\ and Grows,
f and Grows!
I ' .1 <.' ir - iln- irea oi
\\ ishington - tin-
tained i in impor-
tanl aj-'rii iillur il I •
more appti - are shipped
from \\ enati hei than an]
other place in ili<- world ' <
In addition, the Colum-
bia River I). mi lygtcm has
enticed new Industrie*, Mich
as Alcoa Aluminum, be-
cause of low-cost hydro-
power; plus creating hun-
dreds of new farms with
controlled irrigation w.i-
UTS.
\iiil all ilii- i- hemmed
in — wailing for \uiir
message surrounded l>v
lii^h mountains 'li it nrevent
outside raili" and I V p
irai ion !
You're passing up an
important market if you're
not buying KPQ \\ g
natchee . . . THE CENTER
OF GROWING WASH-
INGTON STATE.
5000 WAIT!
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wo$h.
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
One of the Bis 6 Forjoe Represented
Stations of Washington State
17 OCTOBER 1955
11
WELCOME J) ABOARD
A helicopter crew from Naval Air Station, Cecil Field,
Jacksonville, Florida, practices sea rescue operations.
The soaring buying power of the area served by WMBR-
TV has rescued many a marketer of consumer goods.
All Official Photographs, U. S. Navy, except as noted.
T„
he Navy sailed into Jacksonville fifteen yrs
ago and started a business boom that has m;r
stopped gaining knots. Since October 15, H3
when the Jacksonville area was commissioned, tc
Navy has spent $349,000,000 on plant alone (\i
$17,645,000 more on deck), is currently pa\ig
its 21,000 Jacksonville-based "employees" S -
000,000 in annual salary.
The U. S. Navy, with important installati
at suburban Mayport, Cecil Field, Green C
Springs, as well as the Naval Air Technical Tr;
ing Center, the Naval Hospital, and the Naval
Station in Jacksonville, is one of 600 indust
in the area. Combining Old Southern traditi
with New Southern commercial vigor. Jacksom
is a market of 375,000 inhabitants, a mark-
place for 700,000 more, most of whom wah
WMBR-TV.
Accessibility to creeks, rivers, and ocean makes the Jackson*-'
area particularly attractive to fishermen and Navy person 1-
Shown are ships in the Florida Group of the Reserve Fit
U. S. Naval Station. Green Cove Springs, Jacksonville, Fla-
—
1
Provisions per capita over a 30-daj period aboard
ship. Annual Navj purchases of supplies and produce
in (Ik- iacksonville area total more than $4,000,000.
All in a day's work for Navy jet pilots. Powder charge
in jet election seat model simulates the experience of
rescue election from a jet plane.
\ G E
ALA. }
WMBR-TV Coverage
0.1 MV M (Estimate)
Tot\l area covered by WMBR-TV's
100.000 watt signal includes a million people-
in three states, a billion dollar market
reached exclusively by Northern
Florida's and Southern Georgia's
most powerful station.
WMBR-TV Channel 4 Basic CBS
Represented by CBS Television Spot Sales
Vapoi trails left bj Navj lets are familial ights in the
Jacksonville skj Umosl jet propelled, populal th ol
Florida, up 2691 in five years, ■•'■ill show a gain ol ! ■ foi
the decade as estimated In the I S. Bureau ol the O nslis.
A trail of visitors are welcomed aboard on aircraft irrier
,ii Mayport, neai the mouth of the St. Johns, deep eno
to permil ocean going vessels t«> make Jacksonville the top
poii of the South Atlantic states.
Naval Air Station. Jacksonville, where $6V$ million in con-
struction is authorized or recently completed Navj building,
plus sips million in public works construction authorized
for 1956. make Jacksonville a center of bustling building
activity.
Downtown Jacksonville, showing part of the networi
bridges across the St. Johns. S60.000.000 is being spent to
take COOd Care of Our Visitors I ■ .'Its Smith Studio (Jax) picture.
CAPITAL TYPES #12
TAX COLLECTOR
Not a bad fellow at heart,
someone once said, but no
one can remember who said
it. Neighbors for blocks
around keep blinds drawn
day and night. Spoils mys-
tery movies for audi-
ences: guesses murderer
by end of second reel.
Likes plain food, espe-
cially roast beef. rare.
No gravy. Married, but no
exemptions. Drives 1928
Essex— late 1928.
And advertisers in Wash-
ington using WTOP Radio
find themselves in the
driver's seat. WTOP has
(l).-the largest average
share of audience (2) the
most quarter -hour wins
(3 Washington's most pop-
ular local personali-
ties and (4) ten times the
power of any other radio
station in the area.
WTOP RADIO
Represented by CBS Radio Spot Sales
t
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
JINCLESMITHS JANGLED
We enjoyed reading in the August
22 issue of sponsor your very interest-
ing and enlightening article "How
long before a jingle jangles?" (Thanks
too for the title — it helps popularize
our slogan.)
Couldn't help feeling a little hurt,
though, that some of our long-lived
jingles weren't included, as I believe
we were one of the earliest to loudly
proclaim that a sponsor, once having
found a good jingle, should no sooner
change it each year than he might
change the name of his product.
We know the public agrees, too, be-
cause in a couple of instances when
certain sponsors switched to other
jingles, from ours, the audience reac-
tion was quickly felt and our jingles
were reinstated. In Buffalo for exam-
ple listeners actually sent in letters of
protest asking the sponsor to return
"that cute jingle with the girl and
boy on it." That was several years
ago and to this day, over 10 years
later the Lanny & Ginger Sattler's
Dept. Store jingle is singing merrily
away. They give us credit for being
the major factor in helping bring their
store from third to first place in dollar
sales within four years. Our jingles
have often received "fan mail."
Our Marlin Blade jingle was on for
eight years. Yonkers Raceway jingle
is in its fifth year.
We admired the insight and budget
that made it possible for K & E to
write 30 jingles and then sit back and
pick the best one. Not many clients
are that generous so we sit back and
do our own weeding out. then present
the two or three remaining from the
throw-away material that accumulates
in one of our very thorough and often
lengthy research-requiring presenta-
tions.
Noting that your article was based
mainly on large national accounts,
perhaps that is whv we were over-
looked. While we have had several
national accounts, we do a great deal
in the way of servicing the smaller
local and regional accounts, many of
great
station
serving
A
great markets
NORFOLK ,
PORTSMOUTH
NEWPORT NEWS
INCLUDING HAMPTON AND WARWICI
. . . the three markets
making up the greater
Norfolk metropolitan
area, 25th in the
United States . . .
714,80(
14
The Station of the
1310 on your dial
5000 watts
* enough power to cover
entire market, and more!
STEVENSON
WSM-TV
Passes Another
Milestone . . .
600 REMOTES
IN FIVE YEARS OF i
TELECASTING!
Only a few stations in the U S. A.
could equal WSM-TV s record of
remote telecasts.
Why?
Probably because they're expensive
. . . because each one involves its own
peculiarly tricky technical problems . . .
and because it's a rare remote that adds
any black ink to the profit column at the
end of the year.
Yet many important, colorful, enter-
taining events take place outside of TV
studios.
That's why a tabulation of remotes is
often the key to a station's vigor, vision,
aggressiveness, and public service — im-
portant factors in building the audience
loyalty that boosts sales for your
products. .
Incidentally, WSM-TV's 600 includes
1952 political campaign speeches by
major candidates ... the inaugural
ceremonies of Tennessee's governor . . .
Grand Ole Opry shows fed to the net-
work . . . NCAA basketball games from
Bowling Green, Kentucky (65 air miles
from Nashville) . . . steeplechases, stock
car races, baseball games, and other
events in locales where many miles and
mountains separated pick-up point from
tower — requiring supplements to WSM-
TV's two-truck, two-camera mobile unit,
plus the construction of special relay
facilities.
WSM-TV was Nashville's first (and
is still Nashville's only) TV station
equipped for remote telecasting.
tf ^
CLEARLY NASHVILLE'S #1 TV STATION
WSM-TV
CHANNEL
NBC-TV Affiliate - Nashville. Tenn.
Irving Waugh. Commercial Manager
Edward Petry & Co.. National Advertising Representatives
I'll
17 OCTOBER 1955
15
NO OTHER INDIANA
TV STATION
DELIVERS
SO MUCH
Households state-wide:
1,305,400
Households WFBM-TV-wide:
695,840
OVER HALF THE HOUSEHOLDS IN INDIAN
are
in the
area
served by
WFBM-TV
WFBM-TV INDIANAPOLIS
Represented Nationally by the Katz Agency
Affiliated with WFBM-Radio; WOOD AM & TV,
Grand Rapids; WFDF, Flint; WTCN, WTCN-TV,
Minneapolis, St. Paul /
16
SPONSOR
100 major advertisers
are now using
Spanish-Language radio.
Over 100 national and major re-
gional advertisers use Spanish-
language radio to sell the Mexi-
can-Americans concentrated in
the Southwestern United States.
Among these Best Foods, Carna-
tion, Cocomalt, General Foods,
General Mills, Maine Sardines
and others use the facilities of the
TEXAS SPANISH LANGUAGE
NETWORK.
The stations of the TSLN are all
key full time Spanish stations in
their area and offer advertisers a
combined coverage of over
1,000,000 Spanish-speaking
listeners.
TEXAS SPANISH
LANGUAGE NETWORK
KIWW XEO-XEOR XEJ
Say. Antonio Rio Grande El Paso
\'alley
Represented nationally by
NATIONAL TIMES SALES
New York • Chicago
HARLAN G. OAKES & ASSOC.
Los Angeles • San Francisco
40 E. 49TH
i < ontinued from pagt I I
which are outside "I New York. \\ «
mi|i|i|\ a . omplete pat kage <\<a\ i"i
il
fin. pel forming e> ei \ fun< lion.
I. WW I. Ill j
l.unin X Gingei Grey
Jingles thai don't Jangle
SPONSORS ..i.. I. u-ril a I.. ...II.... .imllar
lllr I u ii il s A t.lii-.'i-r .1.1.. in In • ..1 Ii n. .
Ii l'iir|in^( nl lli. .irluli WUM In -urn u|i
ml in nil I. rrafl-iiidii-liili. BOl ■ •• |it...i.l. I
|do« niilli i.lual jlnulr linn-.
JAPANESE RADIO
I inii-i express mj deep gratitude
for authorization i«> reprint I\m> arti-
. les from SPONSOR: Ham Mai Malum -
"Seven deadl) sine of t\ commercials
(13 December I'*")! issue) and '"I like
«
this t\ commercial because" (27 De-
cember issue • .
The translations of those articles
were highl) spoken of and there even
appeared a man who wants to put it
into Japanese and publish them. Those
were the most successful articles in our
organ (JOKR's Commercial Wessa{
Y. Nihira
Station JOKR
Tokyo, Japan
BUYERS SHOULD TRAVEL
Ihe writer always looks forward t<<
I lis nexl issue ol SPONSOR and the main
idea-provoking articles between its
■ n\ ers.
I've read with particular interest
I Please turn to page 48)
WHEN CLIENTS ASK
THE QUESTION...
"What's this I hear about
the Sacramento valley —
A new TV station?"
The (insu cr is:
KCRA
TV
Channel
SACRAMENTO,
CALIFORNIA
NBC Basic Affiliate
100.000 WATTS
MAXIMUM POWER
NEW STATION!
NEW VIEWERS!
NEW NBC SHOWS!
KCRA-TV delivers one of the
country's richest markets, with
spendable income of more than
two billion dollars!
\- Sacramento's new station.
KCRA TV, Channel 3, is the only
low band VHF -tuition in the fab
ulous Sacramento Valley. Full-
lino NB< ' programmin
Be sun tn review your pn
television programming and
schedules Then call Petry.
17 OCTOBER 1955
KCRA TV
Channel 3
SACRAMENTO, CALIFORNIA
100.000 Watts Maximum Power
represented by Edward Petry ft Cr
\J
•THEBES LOTS TO SEE ON CHANNEL 3-
f»iV VP *«* i "v 7
Admiration Cof?«o
Alcoa
Amallo Motor Oi!
Am«ri<jan Chicle C
AmtHcon ©airy #**«,
American H*»m® Prodta*::
American liberty Oil €o»
Am*§f$c4sn Petrol© sjitfi Institute
>.»ahbf C®*
, 5nS.
Chrysler €®rp.
Coca- Coles
Cokicjat® - ^oimollve Co,
Conflnsnfol TraMway*
.
: rX\
4«klng
I
HSX §^*i=
Slristoi * My«srs
Sulck
•:' [ . -- ■ .
Cameron lumber Co,
nartt mrg
iyehne TV Tefl
tonolin Plus
Carter Procfwct*
CSS - Columbia
General ilectrk
General r^tfd?
tee Optical Co.
rVs^ers
Lincoln - Mercury
COR Rotor Genera! Mills Lion Oil
These National Advertisers Have Ail Used the Sates Producing Services of KCMC-TV in
anvt Jiuic r»
:oods
£
l^x
' t ;. < .-" : \i til t
^Hko Corp.
^Hfp Morris
Piggiy Wiggly
Plymouth
Procter & Gamble
Puffin Biscuits
Rolston Purina
Revlon
Remington - Rand
Reynolds Metali
Richard Hudnut
Ronson
Schh k
Schlitx Brewing Co.
Sears, Roebuck
Sheaffer Pen Co.
Singer Sewing Machine Co.
Smith - Kline & French
Elec. Co.
Tootsie Roils
Turns
U.S. Rubber Co.
U.S. Steel Corp.
Viceroy
Wax Paper Council
Weaver Products
Wesson Oil
Whitehall Pharmacol Co.
Wildroot
Winston Cigarettes
Wortx Biscuit Co.
Zerone & Zerex
. . . THE POWERHOUSE
OF THE SOUTHWEST . . .
Delivering A and B Coverage in Texas, Arkansas,
Louisiana and Oklahoma
chj^Eel
texarkana, texas-arkansas
100;
TTS
r
L
KCMC - TV
Clyde
(^ b ^INTERCONNECTED D C
REPRESENTED BY
Venard, Rintoul and McConnell, Inc.
Melville Co., Dallas • James S. Ayers Co., Atlanta
Walter M. Windsor, General Manager
BUSINESS IS GOOD in the rich
ARK-LA-TEX MARKET...
More people with a higher spendable income!
Over $203 million in grocery sales, $27 million
in drug sales, $236 million in automotive sales.
77,390 farms with a gross income of
$171,155,000.
SHREVEPORT,
LOUISIANA
Affiliated with
CBS and ABC
20
SPONSOR
New and renew
New on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
, -mul Corp. Chi
,ih,st. NY
Russel M Seeds. Chi
ABC
8ishop She' n T 8:30-9:55 pm; 18 Oct
Ted Bates, NY
CBS 204
Amos & Andy Music Hall; 5 mm seg on M
9 30 9 55 pm; 19 Sept. 26 wks
ihisf NY
Ted Bates. NY
ABC 254
People in the News; F 9 55-10 pm . 23 Sept
NY
Ted Bates. NY
NBC 196
Top Ten Plan: 3 Oct; 26 wks
Corp. NY
Hearing Aid Co. Chi
L. H H.utman Adv NY
MBS
Tomorrow's World: S 5:55-6 pm: 16 Oct; 26 wks
Olian & Bronncr. Chi
ABC 332
Brcaktast Club: 5 mm seg on M-F 9-1',
13 Sept
••vers. NY
Y&R. NY; DCSS. NY
ABC 332
Brcaktast Club; 5 mm seg on M-F 9 10 am
13 Sept
MM & Williamson. Louisville
Ted Bates. Hollywood
CBS 204
Charles Collmgwood; M & F 8 25-8 30 pm, sat
8-8:05 pm; 12 Sept; 16 wks
rtcr Product?. NY
Ted Bates. NY
NBC 196
Top Ten Plan; 3 Oct; 26 wks
ickett Co. Cincinnati
Y&R, NY
ABC 332
Brcaktast Club; 5 mm seg on M-F 9-10 am;
13 Sept
I Mayflower
Caldwell Larkin. Dctr
ABC 267
News; M-F 11:30-11:35 am. M 9-9 05 pm. T
Sidcncr and Van Riper,
8:25-830 pm .W 855-9 pm; 19 Sept
Indianapolis
her John's Medicine Lowell. Mass
Hcrmon W Stevens.
Boston
CBS 30
Calcn Drake; Sat 10 30-10 35: 8 Oct; 26 wks
icral Foods, White Plains
Y&R. NY
ABC 332
Breakfast Club 5 mm seg on M-F 9-10 am;
13 Sept
1 Buick Div. Flint
Kudncr. Dctr
NBC 196
Top Ten Plan; wk of 1 Nov only
neral Motors. Dctr
Campbell Ewjld Dctr
CBS 204
Allan Jackson: Sat 10-10:05 am. 12-1205 pm;
1-1:05 pm. 9:55-10 pm; 1 Oct 26 wks
•ml Motors. Dctr
Campbell Ewald. Dctr
CBS 204
Robert Trout; S 10-10:05 am, 12-12:05 pm; 5
505 pm; M-F 9:55-10 pm
imorenc, NY
Product Services. NY
ABC 332
Breakfast Club; 5 min seg on M-F 9-10 am:
13 Sept
II Bros. Kansas City
Footc. Cone & Bclding. NY
NBC 196
Monitor; 4 Thirty sec spots. 10 six sec spots
19 Nov; 5 wks
jlmg Waters. Tulsa
C. L. Miller. NY
Oral Roberts; S 8:30-9 am: 9 Oct
kson Brewing. New Orleans
Fitzgerald Adv. New
MBS 525
Jax World of Sports: M-F 905-9:15 pm & Sat
Orleans
6:45-7 pm
ngines-Wittnaucr, NY
Victor A. Bennett NY
CBS 204
Longines Symphonettc; S 2-2:30 pm ; 2 Oct; 26
News; S-Sat 7-7:05 pm
ngincs-Wittnaucr, NY
Victor A. Bennett, NY
C8S 204
:Crcgor Sportswear, NY
Crey Adv. NY
NBC 196
Monitor, only wk of 22 Oct
Mfg. Chi
McCann-Enckson. Chi
NBC 196
Monitor; 24 min spots; 3 Oct
ilip Morris. NY
Biow-Beirn-Toigo. NY
CBS 204
Bing Crosby; 5 min seg on T & Th 7:30-7:45 pm;
13 wks
ihp Morris. NY
Biow-Bcirn-Toigo, NY
CBS 204
Edgar Bergen; 5 min seg on S 7:05-8 pm; 2 Oct;
13 wks
arson Pharmacal. NY
Donahue & Co. NY
MBS
Queen for a Day: 15 min seg M-F 11-12 am;
Al Paul Lcfton. NY
26 Sept; 8 wks
cman Bros. NY
Norman. Craig & Kummcl,
MBS
Tomorrow's Front Page Headlines: S 6:15-6:30
NY
pm: 2 Oct
non Pharmaceutical. Boomticld. N|
Crey Adv. NY
ABC 332
Breakfast Club; 5 min seg on M-F 9-10 am;
13 Sept
!. Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
>ntmental Baking. NY
Ted Bates. NY
CBS 57
Make Up Your Mind: M-F 11:30-11 45 am; 14
Nov: 52 wks
eSoto Division Chrysler Corp. Detr
BBD&O
NBC 196
You Bet Your Life: W 9-9 30 pm ; 28 Sept: 52 wks
•ncral Motors. Dctr
Campbcll-Ewald. Detr
CBS
1 wk saturation via 5 min segments Amos &
Andy. Tennessee Ernie, lack Carson: all 31 Oct
Hy Craham
Walter F. 8ennett. Chi
MBS 309
Hour of Decision; S 10-10:30 pm: 23 Oct. 52
wks
Bob Considmc. S 6:30-6:45 pm: 23 Oct
utual Benefit Health & Ace. Omaha
Bozell & Jacobs Omaha
M8S 530
CA. NY
K&E. NY
NBC 196
Monitor & Top 10 Plan: 1 Oct. 12 wks
iirmaco, Kcnilworth. N|
DCSS. NY
ABC 219
Companion: M-W-F 11-11:15 am; 3 Oct
!. Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
*iJ'lcs Bernard
<j Blohm
uce W. Bragg
irl Broome
hirles A. Butts. |r.
harles C. Cartony
ABC radio spot sales. NY, acct exec
Standard Rate Transcription Services. Chi
RCA. NY
WCTC. Crcenville. NC
TIME. Inc. Boston, district sis mgr
KIMA. Yakima, sales
ABC radio network. NY, acct exec
Same, mgr
Wcstinghousc Elcc Corp. fv-rad div. Mctuchcn N|
asst to general sis mgr
WITN-TV Washington NC acct exec
WBZ-WBZA. Boston sales staff
Same, sales mgr
In next issue: .\ptr and Renetced on Televi$ion (Nettcork) ; Advertising Agency Personnel Changes;
Sponsor Personnel Changes; Station Changes (reps, nettcork. potcer); Agency tppoiiitments
SPIISII
17 OCTOBER 1955
■ ■ ■
A
Butts. |r '3'
lames A
Mahoncy 13)1
Alfred
Mendelsohn 3
17 OCTOBER 1955
17 OCTOBER 1955
Xvir and rvnew
lames
Poston '3i
lames F
Simons i3l
|ohn |.
Kccnan (3)
Stuart
Cochran (3)
3. Broadcast Industry Executives (continued)
NAME
Win Clark
Stuart Cochran
|3ck Collins
Lcs Colodny
Dick Crago
|ohn Craig
jack Davis
Robert F. Davis
Lloyd W. Durant
Herman Edel
Albert M. Fiala
Claude Frazier
Kaye K. Gentry
Robert L. Harris
James B. Hill
William F. Hogan
Charles R. Howard
Bill Hubbach
Glenn Jackson
William F. Johnston
Donald K. Jones
John J. Keenan
Carl Kent
John Kent
Jason Lane
Lee Langer
Larry Lowenstein
Morton Lowenstein
Pete McGowan
James A. Mahoney
William A. Mapes
Alfred Mendelsohn
Robert A. Mortenson
Robert B. Murray
Curtis D. Peck
Kenneth F. Petersen
Gerard Pick
Martin Pollins
James P. Poston
George Proctor
Ellis L. Redden
Roger D. Rice
Bob Rierson
W. R. Robertson, Jr.
Donald M. Ross
William V. Sargent
Dale Sheets
James F. Simons
Charles Sinclair
Robert B. Smith
Robert L. Stone
Robert H. Teter
Meredith E. Thompson
Perry Walders
Robert W. Ward
Bert West
Hal Wilson
FORMER AFFILIATION
WVCC, Miami
WDWS, Champaign, III, sales mgr
WAGA-TV, Atlanta
William Morris Agency, head comedy wrtr & dev dept
WCBI, Columbus, Miss
Reuben H. Donnelley, Cinn
Holland-Wegman, Buffalo, producer-director
CBS-TV spot sales, NY, asst research mgr
Compton Adv, NY, rad-tv exec
WABD, NY, prom mgr
WGTH, Hartford, acct exec
WAGA. Atlanta, station mgr
KFI-TV. Hollywood, sales
WTVN, Columbus, acct exec
WOW-TV, Omaha
Commodity News Services, NY, pres
KBTV, Denver, prom mgr
KOMO-TV, Seattle, natl sales mgr
WSPD, Toledo, program director
WGRC, Louisville, acct exec
WSAV, Savannah, commercial mgr
WKZO-TV, Kalamazoo
KVAR, Mesa, Ariz, anncr
WDSU, New Orleans
NBC, film div, NY, research supvr
KTLA-TV, LA, acct exec
Benton & Bowles, NY, pub-prom director
WIBC, Phila, acct exec
KWTV, Okla City, local sales
Lennen & Newell, NY
Radio Muscle Shoals, Florence, Ala, gen mgr
Universal Pictures, NY, Eastern mgr of rad-tv promotion
Ayer & Son, NY, radio dept
KCSJ-TV, Pueblo, Colorado, sis, cpy & Prod co-ordinator
NBC, Cleve exec engineer
Du Mont, marketing mgr
NBC, NY, film supervisor
WOR-TV, NY, sales staff
Inter-City Adv, Charlotte, pres
Hunt Publications, Toronto, US space sales rep
Magnavox Corp, Ft Wayne
. I
KTVW, Seattle, sta mgr
WBTW, Florence, So Car, program director
NC Bottlers Assoc, Wash, NC, pres
KNX, LA
NBC-TV, NY, director of bus affairs
MCA-TV, NY, asst natl sale mgr
Cardner Adv, St. Louis, acct exec
Sponsor Publications, NY, sr editor
Grant Advertising, San Francisco, reg adv mgr
ABC, NY, tv prod services dept
KYW. Phila, sales mgr
WSAV, Savannah, chief engineer
WTTG, Washington, sales mgr
WSAV, Savannah
KNX-CPRN, LA, sales mgr
WIRI-TV. Plattsburg, NY, consultant
NEW AFFILIATION
phila
WTVJ-TV, Miami, acct exec
John Blair & Co, Chi, acct exec
Same, mng director in charge of sales
WKRC-TV, Cinn
WTSP, St. Petersburg, asst mgr
NBC, NY, comedy development director
Transfilm, Inc. NY, production supvr
Same, research director
Commercial Telecast Networks, NY, pres & u
programing dirctor
Sterling Television, NY, adv-prom mgr
Avery-Knodel, NY, radio sales
Same, mng director
KTVW, Seattle-Tacoma, acct exec
WKLO. Louisville, sales
Same, sales coordinator
Commercial Telecast Networks, NY, vp
KFEL-TV, Denver, prom mgr
Same, sales mgr
WAGA & WACA-TV. Atanta, vp & tv opitt
director
KWLO. Louisville, sales
Same, vp in charge of radio
WNEM-TV, Bay City, sales mgr
KTVK, Phoenix, program director
Same, aast sports & Spec events director
Same, research mgr
Blair-Tv, LA, acct exec
CBS-TV, NY, press info director
Forjoe & Co, NY, vp of sales in
Avery-Knodel, NY, tv sales
CE Hooper, NY
WOWL, Florence, Ala, exec vp & gen mgr
Same, United World Films, NY, asst sales mgr
WIIC, Pittsburgh, general mgr
KNTV, San Jose, sales-prod co-ordinator
WTAM-WNBK. Cleve, director of operations
Same, tv transmitter sis mgr
Animated Productions, NY, industrial film d
NBC spot sales, NY
Same, Textile Radio Group, Greenville, SC. pr.
S W Caldwell, Toronto, radio sales rep
Same, also RETMA. Wash, pub rel & adv cc v
chairman
WIIC. Pittsburgh, sales mgr
WBTV, Charlotte, prod director
WITN. Wash. NC, pres & gen mpr
KNX & Columbia Pacific Network. LA
Same, director of administration
MCA-TV. Beverly hills, regional sales direr r I
western div
John Blair & Co, Chi, acct exec
Rogers & Cowan, NY, acct exec
KUTV, Salt Lake City, natl sales mgr
WABC-TV. NY. general mgr
Same, gen mgr
Same, operations mgr
Same, acct exec
Same, commercial mgr
KNX & Col Pacific Network, LA, general mgr
WITN, Washington. NC, director of operatio
Robert
L. Stone
4. New Firms, New Offices, Changes of Address
John
Craig (31
Animation, Inc . Hollywood, has moved to new offices lo-
cated at 8564 Melrose Ave, Hollywood 46.
Bryan Houston. Inc. has moved to 730 Fifth Ave, Plaza
7-6400.
Bureau of Broadcast Measurement, Toronto, has moved to
larger quarters at 96 Eglinton Ave East, Toronto 2.
Creativision, a new tv production firm, has opened at 1780
Broadway, New York 19, Circle 5-4830.
Elan-Porter Productions. NY. and Nejelski & Co, NY, have
become formally associated in an advisory capacity. Both
companies, however, remain autonomous.
Fuchs, Zemp & Celander, Inc., St. Petersburg, has opened
a market and product research department, will expand
its tv department for production of tv films.
Mort Goodman Advertising, LA, has reorganized as Coodman-
Anderson Advertising: Robert F. Anderson became exec vp.
John J. Kehoe has resigned his management executive posi-
tion with KCCC-TV. in order to open an advertising agency
located at 4612 Robertson Ave, Sacramento.
Lohmeyer, Adleman & Montgomery, Inc. Phila. has reorganized
as Robinson. Adleman & Montgomery, Inc with new offices
at 1714 Walnut Street.
Andre Luotto Productions has opened a Connecticut branch
located at 1044 Chapel Street, New Haven.
Frank McFadden & Associates. Culver City. Calif., has re-
organized as McFadden & Eddy Associates.
Meeker TV, Inc. and Robert Meeker Associates have moved
their New York offices to 521 Fifth Ave. New York 17.
The Personnel Laboratory, Inc. has moved to 1 Park Ave,
New York 16, MUrray Hill 5-8738.
Reela Films. Inc., Miami, has moved to larger offices in the
Wometco Building at 17 N. W. 3rd Street, Miami.
Roberts. MacAvinche & Senne. Chi. has reorganized as Henry
Senne Advertising. Inc.
Charles R. Stuart Advertising, San Francisco, has reorganized
as the Charles P. Johnson Co.
TV Cuide's New York advertising offices have been moved
to 10 Rockefeller Plaza. JUdson 6-4300.
ZIV has opened a new Chicago office at 520 North Michigan
Ave in the McCraw-Hill Building.
22
SPONSOR
NBC-TV AFFILIATE
KMJTV
FRESNO, CALIFORNIA
1 i
f
TR
more than ever - the STR
station in the \
San Joaquin Valley
!/
Added NBC shows give KMJ-TV program-
ming more audience pull than ever — make
this station a better -than -ever -buy.
KMJ-TV is this area's FIRST tv station in
POWER
RECEPTION
COLOR
m
447,000 watts
Viewer survey shows KMJ-TV
reception is rated most satisfac-
tory and snow free in the Fresno
area
KMJ-TV was the first local sta-
tion equipped to transmit net-
work color shows and has pre-
sented them on a regularly
scheduled basis.
Paul H. Raymer, National Representative
17 OCTOBER 1955
23
LINCOLN'S VIEW:
one of a series of paintings
of Washington by William Walton
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Represented by CBS-TV Spot Sales.
1
' 1
I
UM&&,
LINCOLN'S VIEW by William Walton.
First of a series of paintings of Washington.
Commissioned by WTOP Television
at Broadcast House. Washington, D.C.
Originally published in Broadcasting-Telecasting,
September 26, 1955.
Reprints of this series available on request.
Ifci.v Hum ha I
Advertising Manager
Armstrong Cork Co., Lancaster, Pa.
"We don't want our -liou to !>.■ saccharine; we want it to be the
-ton behind the headlines." So says Ma\ Banzhaf, ad manage)
of Armstrong ('ork Co., discussing the new Armstrong Circle
Theater currentl) being produced b) talent Associates in it- new
one-hour format.
On NBC TV, Tuesdays 9:30-10:30 p.m.. this show came in for
some \eiled publicit) in recenl week- when it was rumored
that Armstrong- agency, HHDO. was behind the NBC offers to
Rev Ion as an inducement to switch the top-rated 56 1.000 Ourstion
from its CBS T\ niche opposite Armstrong over to NBC. Banzhaf
• ategoricall) denies the rumors.
"I won't say that I'm crazy about the strength of the show op-
posite," he will tell you, "but I feel that this is something which
could be documented if anyone ever did the research: When there's
a one-hoar show opposite a strong half-hour, and preceding the
half-hour b\ 30 minute-, it's the half-hour show that loses audience."
Hence the emphasis upon timeliness and immediacy in the new
one-hour Armstrong Circle Theater -how. which kicked off on 27
September with a script about Korean orphans.
"Incidentally," Banzhaf elaborated, "we feel that, the Pal Weaver's
magazine concept notwithstanding, -how sponsorship still offers a
valuable plus factor."' I mean that we get a brand image carryover
to the show which i< \er\ important in 'considered purchase item-
like our flooring and floor covering. On impulse purchases this ma\
not be as important a factor.
Banzhaf. whose offices are in Lancaster, come- to New York
monthb for frantic shuttlings back and forth between commercial
and show rehearsals.
"We feel that a sponsor has a social responsibility," he said in a
cab rushing him from the NBC Rockefeller (enter studios to the
commercial rehearsal up on l<K>th Street. "In other words, our
scripts avoid crime, sex and violence. We want viewers to feel
after they've seen our -how that they're glad they did."
Banzhaf takes his responsibility toward Armstrong stockholders
Strongly. "People in tv seem to feel that anyone who can afford to
bankroll a show is a Santa Claus. Well, we're spending main
millions on this effort, and were determined to see it used eco-
nomicalh ." * * *
K'~
Milwaukee's
best
here's why: \ '
"the voice
of the
BRAVES"
(fh« M<lwauk«« Iravfi
Oanti arm not i«l«vit«dj
am-firi
all-star
programming
Milwaukee's
Most Powerful
Independent
24 hours
of music
news, sports
HOW
5000
•vrztte
lowest cost
per thousand
HUGH BOICE, JR.
HEADLEY-REED
17 OCTOBER 1955
27
The Notre Dame Station
An "Island Market"
w in home ownership in U. S.
5 in per family income in U. S.
V — in per capita income in U. S.
Sales Management, 1955
• Total UHF sets .... 169,000
• Total Families .... 206,600
* Total retail sales $783,927,000
* Total effective buying
income .... $1,165,620,000
Call MEEKER TV Today!
By Joe Csida
Remember when i;oti were just breaking in?
Let me ask you something. How did you get started in
this business? Did some guy in the business help you?
When I was a kid, fresh out of DeWitt Clinton High
School, I was working as an office boy-errand boy on a one-
man tradepaper, and after a while I joined a club called the
Association of Advertising Men. One of the older member-
of the club, and one of the most active guys in it, was a man
named Leslie Anderson. He was advertising manager of
The Billboard. Next thing I knew I was a junior copy and
layout man in Tlie Billboard's advertising department.
Years later when I was doing a regular weekly column,
as editor-in-chief of The Billboard, I often found myself
doing pieces on new kids in show business. I did the firs!
piece ever written on the McGuire Sisters, when Gordon
Jenkins had just brought them in from out in the sticks and
gave me a quickie private audition in the upstairs room at
Danny's Hideaway. Another time I did the first column
anyone had ever done on a kid named Steve Lawrence. Mr.
Godfrey and a few million record and television fans can
now tell you all about the McGuire girls if you've been
hiding in some cave, and Steve Allen can fill you in on the
Lawrence boy. These were just two of the newer kids about
whom I wrote pieces.
I really don't say this to build myself as any great dis-
coverer of talent or a benefactor of struggling youth. I'm
just coming all the way around the mountain to make a
point I had forgotten until very recently and which I suspect
many of us forget from time to time. The point is that we
get so busy doing our day-to-day jobs that we disremember
that there are always new people eager and able to take a
crack at our wacky business and that guys like us, who were
given a helping hand into it. more or less owe it to these
new kids to do likewise. We owe it. too, I think, to the
general health of our industry, and maybe even our soul-.
Industry clubs are, of course, always a good way to help.
I'd been a member of the Radio & Television Executive-*
Society for many years but never a particularly active one
until recently. Then a while back my friend Bob Burton.
newly elected president of the club, called me and asked me
to edit the RTES News. I said okay and have since been
(Please turn to jxigc 72)
28
SPONSOR
The EYES of
44 COUNTIES
are on
KTBSTj/
C H ANNE L
SHREVEPORT, LA
No Wonder! . . .
. . . yes, it's no small wonder that the more
than a million people in this area are in love
with us . . . they now enjoy the finest of
viewing on their more than 167,000 TV sets
. . . thanks to KTBS-TV's top-flight program-
ming, low channel, 1153 foot tower, and .
MAXIMUM POWER
E. NEWTON WRAY
President and General Manager
Represented Nationally by
EDWARD PETRY & CO. INC.
17 OCTOBER 1955
29
^
one PACKAGE DISCOUNT
NOW
for
two great area stations
Lmnm ,m%T^
Lmm^mmT^
and you get .' . . DOMINANCE DOUBLED IN THE CAROLINA
One package discount now gives your product special delivery to one of the nation's
top 10 TV markets! Advertisers earn 15% discount on WBTW in addition to
regular discounts — by combining top-power WBTV and WBTW.
The buying habits of more than 50% of all Carolinians are directly influenced by
these two great area stations. That's 3,375,000 Carolinians with S31 2 billion
in effective buying power . . . over $2V£ billion in retail sales!
Here's a package of sales power, wrapped and ready to work for you.
Place your order with WBTV, WBTW or CBS Television Spot Sales.
JEFFERSON STANDARD BROADCASTING COMPANY
17 OCTOBER 1835
is hoi n wood m\kiv. mi GRADE?
On answei i" thai question binges audience
i.. i two Icej nights al Mi' . \- artii le
below points out, discouraging Brsl pro
pruin- nf two ABC studio-buill shows ma)
mil In iiii.il Btory. Hopeful sign Holly-
wood Btudios can mastei t\ impact ».i- pro-
vided bj strong showing oi < BS' 20th Cen-
tury premiere, "Cavalcade" (picture .it r.). 20th
used »iar- lik<- Michael Wilding, Merle Oberon
Five $64,000,000 i v questions
Patterns of network tv\s programing future will be set in next six months.
hinging around questions whieh inelude: How big ean ABC heeome?
Is show eontrol shifting? Will situation comedy survive?
*
Alt one of television's kingpin agen-
cies they're plav ing a game this season
called Nielsen Roulette. It's said that
each executive in the television hier-
archv has guessed the ratings of kej
programs for the last month of 1955.
The adman who comes closest on ea< h
show stands to win a dollar per rating
point by which his contemporaries
mis- the mark.
Rather than reflecting a hlithe atti-
tude toward client investments in the
dozens of millions, the game suggests
an old truth in showbusiness made
even more pertinent in the most vola-
tile, changed and changing season of
television's history: Nobody, not even
the Ziegfields, the Goldwyns, or the
weavers, can take the gamble out of
show production. In the end the office
boj ma\ turn out to have as good an
17 OCTOBER 1955
eve for the public taste as the vice
president in charge of programing.
(Even the program with the most
meteoric rise in television hislorv
$64,000 Question slipped through the
fingers oi al least one major Madison
\ve. shop, although in this case it
w as more a question of letting Nor-
man, Craig i\ Kummel snap the -how
up first rather than outright rejection.)
What i- certain about television's
most dynamic season to dale is that in-
dustry histor) will be made on the
basis of what happens in the next six
months. These are some of the ques-
tions awaiting answers which will
( ome more from the nation"- 36 mil-
lion television householders than from
telev ision's foil v ice president-.
/. Ili// ABC make it big? VBC,
under the American Broadcasting-
Paramount Theatres banner and
financing, ha- •ome a long waj from
il- -tain- a- a nominal network. \nd
behind the - enes advertisers ami a
• ies even those v\ho have no pro-
grams on the network constitute a
silent cheering section. Everyone
want- to see VBC make it big. Ihis i-
true even though in the - MM
< ant help but cut into the ratings
longer-running NB( and • l>v -how-.
Irticle continues on next pa
•Mult; 1,000 by five .iiui. by nuinernloei. :il rha'
total advertNrr investment in network tv (PIB i And the
I with interpretations herein add np to another gross total:
the )iro:nl p cfure of ti
31
FIVE $64,000,000 QUESTIONS (Continued)
Despite the risks to their own audi-
ences, admen have told SPONSOB re-
peatedly over recent months that on
\I!C maj hinge their own opportunity
to exert leverage in their buying rela-
tionship- with the two longer-estab-
li-hr<l television networks.
\l!<: ha- come into the '55-'56 sea-
son with a strategy built around reach-
ing for the audience early in the eve-
ning with movies three nights a week
and children's appeal shows in-be-
tween.
Sun da \ night at 7:30 it's Famous
Film Festival. This collection of 20
late-vintage British movies is ABC's
'Kin unite attempt to grab and hold
audience for the rest of a name-studded
evening on the senior networks; on
Tuesday it's Warner Bros. Presents.
again at 7:30 to do the same lead-off
job; and on Wednesday at 7:30 Dis-
neyland continues this season with
MGM Parade following at 8:30.
In-between the movie nights it's
Topper on Monday, Lone Ranger on
Thursday. Rin Tin Tin on Friday —
all at 7:30 and designed to start the
family on the right channel through
the children. (CBS, of course, has the
same thing in mind with its own new
block of early-evening kid shows.)
Up to sponsor's presstime the two
Hollywood-built movie shows were
weak. The one-hour Warner Bros.
Presents, for example, got a Trendex
of 9.6 in its third week on the air
(Tuesday, 4 October). That's a slim
return on the SPONSOR-estimated
Mi~>. 000 program cost. By contrast
Name That Tune (7:30-8:00 on CBS)
costs onl) si 5.000 to produce anrl got
a 7.3 Trendex.
MGM Parade on Wednesday, 5
October, lost about half the 22.5 Tren-
dex delivered that evening by the
immediately preceding Disneyland.
with the program sliding to an 11.9
for the half hour. MGM Parade costs
$44,000. Godfrey, the opposition on
CBS, costs $35,000 per half hour to
produce and hit a 20.8 Trendex op-
posite MGM Parade. Father Knows
Best, the opposition on NBC. costs
$38,000 and got an 18.2.
Famous Film Festival, facing the
strength of a CBS Jack Benny-Ed Sulli-
van lineup and NBC's Colgate Comedy
//our-cum-Spectaculars has an even
tougher row to hoe; initial ratings
were below those for the two Holly-
wood shows. (The show is available
in participations and was nearing a
sellout at presstime but at a special!)
reduced "introductory" price. I
Since tv shows tend to reach these
rating plateaus quickly — unless drastic
changes are made — its already ap-
parent ABC's movies ma\ be in for
overhaul.
A producer whose activities bridge
multiple facets of live and film tele-
vision made this appraisal of the ABC-
nun ie situation:
"Do not conclude that Hollywood
cannot do short-length television mag-
nificently. The studies mastered one
entertainment art and they can master
this one. It ma\ take time for them to
use up the shows that were shot before
the audience reaction was in. But
wait until they get rolling later thi*
season after some of the contempt
has worn off and the studios realize
getting all that free promotion isn't
going to sell pictures if the programs
don't deliver big audiences."
A West Coast v.p. of a major agenc)
not tied in with any of the studio shows
added: "As bad as Warner Bros, and
MGM looked in their initial show-,
that's how well 20th Century Fox came
off in its first show of the season. If
20th can do it on CBS, the other two
studios will e\entually find the wa\ on
ABC. Even the plugs on 20th's hour
had tremendous pacing and class. To
me two studios out of four that hit it
right away — Disney and 20th -is a
great hatting average."
The Trendex on 20th Century Fox
Hour in its 5 October premiere was an
32
SPONSOR
average 19.8. The program's Wednes-
da) night bIo! from In t" I I bad been
warmed up, however, \<\ alternate
weeks of the I . v Steel Horn: and ii
follows an evening's program rathei
than leading oil. It- budget, moreover,
ii the highest among the HoU) wood
entries with a SPONSOR-estiraated $125,-
000 production mil per show. That's
almost twice the nut on Warnet />'/<"..
Presents and 20th mustered .i stai < ;i-l
i ontrasted w iih \\ ai ner - freshman
h am.
Production quality, too, was good
ompared with the Warner Bros, pre-
miere in which the sound was actuall)
out "I sync with the lip motions "I
performers for about ;i quarter hour.
[This during a |>i o<?ram in which
\\ ai iu'i Bros. de> oted pei haps 10
minute- to a gee-whiz about its >id-
\ in. ed audio equipment, i
2. II ill network program ctmtrol
become permanent? I |> until tlw
$64,000 Question came alon-i there
weren't man) advertisers and agencies
who could see the point in debating a
fait accompli. M!(! and ('BS had a
seller's market at ni^lit. To a varying
degree both believed the) could (a)
insure larger audiences, < l> i maneuvei
better competitivel) and (c) fulfill
{Please turn to page 1 1() i
Battle of the ratings:
//• / . art- in \t (h lobe I
Trendei ratings averaged loi each of tin- networks night /<> night
ABC CBS NBC
Saturday (I Oct.) 5.9 1 8.7 21.0
Sunday (2 Oct.)
Monday (3 Oct.)
7.8
S.6
205
229
13.3
19.8
Tuesday (4 Oct.)
9.2
21.0
19.9
Wednesday (5 Oct.)
14.0
19.7
17.2
Thursday (6 Oct.)
5.1
16.7
23.7
Friday (7 Oct.)
10.8
18.7
13.7
WEEKLY AVERAGE
8.3
19.7
18.4
VOTE: Trendex ratings cover metropolitan area of I .*■ citiet which
gel live feeda from all thi Iti Trei
riewera wire results from telephone inquiries to Mevi fork, where
show ratings are tabulated. Network averages above are an indies
tion of relative strengths on the various > n thouirh •
three networks are not
ample, has no daily Trendex- asured nighttime pn
pi:00 p.m., while ABC and < BS do. i
i lis and NBC an- within one raiinir point of each other on Tuesday
■i 1 1-; li t even though that's tin- nigl ted t64,ooo O"-
Question of whethei long -how- can liccoiin i" rm.iiH nt fixtures depends
on audience reaction to frequent scheduling of spectaculars. CBS' nvm
additioD to 90-minute shows is in form of Ford "Jubilee." (Mary Martin
and Noel Coward, shown together, go on for Ford Saturday, 22 0
Success of "$61,000 Question" (firsl October Trendex '• J has sent
-hows opposite searching for new audience lure. Armstrong moved in
with news] scripts like Korean orphan story, pictured, to fight quiz.
Ratings of new MK "lli- Surprise" ma] d termine how far quizzes go
With constant fluctuations in popularity of show types, programing
execs wonder whethei situation corned) i- fading i format.
are scheduling fewer situation comedies this - ison "Joe and M
i- one' of only three new CBS f this type f"r the '.W.V> lineup
17 OCTOBER 1955
33
ANNUAL VIDEOTOWN SURVEY IS DIRECTED BY C&W RESEARCH DIRECTOR GERRY TASKER (FAR LEFT) A.ND STAFFERS; FIELD WORK IS DOM>
Videotown 1955: the longer
they own, the more they wateh
Latest C&W study puts tv ownership at 8ft % , radio-tv use up to new highs
#v;»-l May. the local newspaper in
New Brunswick. New Jersey — a tv-
minded community well within range
of New York's seven video channels —
proudly carried a lead story, the gist
of which was:
"Here come those men from Cun-
ningham & Walsh again!"
And come to New Brunswick they
did. Interviewers rang the doorbells
of 1,000 homes, about one in every 10
in (lie community, and C&W research-
ers supervised the data gathering for
the agency's eighth consecutive Video-
town panel >ur\ ej .
34
As usual, the survey proved an ex-
cellent chance for C&W admen to size
up the 1948-1955 growth of television
and its impact on a typical, model
town that is largely representative of
the whole U. S.
And, as C&W Research Director
Gerald W. Tasker pointed out to SPON-
SOR when the Videotown analysis was
completed this month, there were "a
lot of surprises in store for us."
A few :
• The public hasn't lost its appetite
for enormous helpings of tv. Panel
members reported that 96$ of all
sets were tuned to tv on the average
weekday evening, as compared with
927c in 1954 and 919c the year be-
fore. The average number of hours of
evening viewing use for all sets was up
from an even four hours to 4.08 hours.
And the average person in Videotown
spends 2.64 hours per evening watch-
ing tv, as compared with 2.34 last
year — a gain of nearly 13%.
• The newest tv owners are not the
families that do the most tv viewing.
As C&W puts it, "now that saturation
is nearlv 87%, the new tv set owner
of today cannot be a 'typical' or 'aver-
SPONSOR
I\ VIEWING VM>
l!\lt|(i
1)1 ULING
TOPS
LAST VI
UTS
WATCH TV DURING:
IN 193 1
1932
1933
i B •• -i
19SS
WIVES
HORNING
tl 1 1 SRNOOh
EVENING
tl 1 DAI
r
!
in'.
H',
II'.',
'
12$
19$
IT'.
27',
92$
ALL PEOPLE-AVERAGE
HORNING
tl TERNOOh
EVEN1N G
III. I> 1)
•
11'.
ir.
. i
ll'.
20
8.-,',
87',
LISTEN TO RADIO:
IN 1951
1952
1933
1954
1933
WIVES
HORNING
r
25
15
79!
19$
1 '.',
1','.
1.".
1 ,',
1 -.'.
13 .
tl TERNOOh
E\ ENING
til l> t)
1.5',
1 »',
52$
ALL PEOPLE— AVERAGE
HORNING
tl TERNOOh
in'.
6$
5$
16$
IV,
8$
Ill',
2.".',
8',
FA ENIh G
10$
til DAY
33$
OLDEST TV HOI ShTIOLDS MEW TELEVISION MOST
Hit : N-W II K. N.J. NOMK-
DATE OF PURCHASE OF TELEVISION SET
PRE- 1951 1951
1953 15 MOS.I ALL SETS
1954
family. First-time owners todaj
,>r<- mostl) either newlyweds <>r oldei
couples." Families buying sets in the
Brsl half of L955 for tin* firsl time
tuned onlj an average of 3.8 hours
each weekday evening.
• Other leisure-time activities arc
slowl) climbing back, having been
knocked to a low point back in 1952
and 1953. Bui the climb las noted
above) is not at the expense of t\.
Families. C&\T reasons, are rearrang-
ing their living schedules t<> accommo-
date t\ -and other pastimes. Radio
usage, for instance, is up slight!) in
the morning as it was last year. News-
paper reading i~ holding up strongl) :
magazine reading i> climbing back
-l"\\l\. Hurt most today: entertaining
at home, or visiting other people.
• The "second set" t\ home pattern
has bogged down. The number of two-
Bel homes climbed only from '->' '< in
\pril 1954 to 7'; in June 1955. Most
people feel the) "don't need it. or
"the bouse is too small."' But. impor-
tantly, manv of those with large-screen
l\ sets are waiting patiently to bu\ a
color tv set. Manv of the two-set
homes have as their second set a re-
ceiver that simpl) wasn't traded in for
i Article continues on next page)
"o SETS
TUNED
AVERAGE
HOURS USED
WHEN SET
IS ON
AVERAGE HOURS
ALL SETS
( INCL. THOSE
NOT IN USE)
PEOPLE
VIEWING
AVERAGE HOURS
VIEWING PER
PERSON
WATCHING
AVERAGE HOURS
VIEWING ALL
PEOPLE
( INCL. THOSE
NOT WATCHING)
TOTAL HOURS
VIEWING PER
PERSON. PER
WEEK (ALL
PEOPLE. WEEK-
DAY EVENINGSi
IT, I
1952
IT,;
1954
1955
1951
1952
1953
1954
1 955
1951
1952
1953
IT, I
1 953
IT, I
1952
1953
1951
1935
1T1
1952
1953
IT I
1955
1951
1952
1953
1954
1955
1951
1952
1953
195-1
1955
H7', 85$
87', HI'; 827o 86%
91% 90$ 87$ 93% 91%
93' ; 93$ 88f7 94$ 80% 92%
07', 98', 07', 90', 81', 90',
I.-'.;
1.64
1.2:,
1.51
4.49
3.66
k.04
3.87
1.2D
4.43
67.4$
70.2%
73.0%
75.T ,
85.2'r
3.16
3.41
3.25
1.22
3.20
2.13
2.39
2.37
2.44
2.73
10.65
11.95
11.85
12.2(i
13.65
1.00
4.20
1.56
1.37
4.31
•,111
I. in
1.07
4.27
69.1%
7',.')',
77.3$
87.6',
1.18
3.28
2.94
2.20
2.52
2.63
2.58
11.60
12.60
13.15
12.90
4.83
1.05
I.:,.;
1.20
(.96
1.52
3.98
1.15
76.0$
68.9"
69.4$
88.1',
2.77
;.i 1
3.08
2.11
2.11
2.18
2.72
in.:,".
12.05
10.90
1 3.60
1.00
1.29
1.72
1.21
76 I
69.1*
85.5'
2.86
3.15
2.78
1.97
2.69
13.90
13.45
2.75
3.62
2.20
3.18
73.8',
2.00
2.76
L14
2.04
5.70
10.20
I. in
k52
1.25
L35
1.25
3.89
3.87
1.08
73.1$
85.0fr
3.16
3.29
3.16
3.11
2. 1 5
2.29
2. Ki
2.64
10.75
11,15
12.00
11.70
13.20
17 OCTOBER 1955
35
JAN. 1948
U inn 2.7
M ■■ 1.3
L ■ 0.7
TOTAL ; 14
JAN. 1949
u iiiuiuiiniuiniiiiiiiiiiiii \ia
M ^^^^^™ 78
L ■■^■1 5.6
TOTAL 8.0
JAN. 1950
U III II NIIIIIHI 24.4
M ^m^—^—^^^^^ 21.5
L ^^■■nHHIB 16.1
TOTAL 20.9
JAN. 1951
U uuiiiiiiHiiHiifiHtiiHiiiniiiuiiiuiiiniiiiiiiiiiiniiiiHiitiJiiaintiiiiiHititiiiiMiiitfiiriniiHfit'iiuiainitrtiiriijJHtiiriiitiiiiiiiiiiuriifiHiififiiifiiiiiiiimtiif]
ONE HOME IN 100 HAD TV IN VIDEO-
TOWN IN '48; TODAY: 85.5% ARE OWNERS
Booming growth of tv, as well as class breakdown
of owners, is reflected in Cunningham & Walsh
Videotown figures from latest annual study.
Penetration into income levels is now-
topping 90% for upper and middle groups,
is passing 60% in lower family income level.
40.2
M
L
TOTAL
48.1
33.8
44.2
JAN. 1952
U iiiiiniiiilillllililliii illllllllllililllllllllllllllllllilllllllllli. 55.5
M
L
TOTAL
63.7
..-J-.:;;.;;.-;: .,.., ,.„.....,.
43.4
58.3
JAN. 1953
U lllllllllllllllllllllllllllllllll llllilllllllllllllllllllllllllllllllllllllllllll I1UIIIII 58|
73.7
TOTAL
JAN. 1954
u
M
68.1
80.2
^^■^^^"^^^^"■^^■"^^^■^■^^"■i 79.5
59.6
TOTAL
76.0
JAN. 1955
U mi. Illllllllllllllllliilllllllllll
M
L
TOTAL
U,M,L refer to upper, middle and lower class.
All figures are percent homes with tv.
the larger one now in the living room,
with the older model relegated usu-
ally to the recreation room (33%) or
the bedroom (44%).
• At the same time, manufacturers
who think that Videotown residents are
straining at the leash for color sets re-
gardless of cost are in for a jolt. Ac-
cording to C&W research chief Task-
er, the average Videotowner is willing
to spend "only slightly more than
$330" for a color set. No small screens,
either; Videotowners want their color
sets to be at least 19-inches or larger —
at the price mentioned above. The
percentage of respondents who have
actually seen a colorcast, incidentally,
has doubled over last year. Hut the
figure stands in 1955 at onlj 17'v of
the viewers.
Lore that tv: What makes Video-
towners so fond of tv?
Adman Tasker offered this choice:
"'The people who are the most avid
television fans seem to fall into two
groups. Either they are seeking a
painless, pleasant escape from what
might be called 'executive tension'
or else thev have never been able to
entertain themselves by a mental
process."
Whatever the reason, there s plenty
of tv viewing in the model commu-
nity's panel. But it tends to vary In
individual members of the familv.
62.7
855
I sing total hours of evening week-
dav tv viewing. Monday through Fri-
day, as the index, husbands spend 14.3
hours and wives 15.3 hours in front
of their tv receivers in "Videotown."
Children, under 10, spend the least
amount of time — 11.0 hours — but tlii-
is caused for the most part by bed-
time restrictions, rather than anv lack
of television interest. Their viewing
is highlv concentrated in the late after-
noon and earlv evening. About one
out of three moppets is watching t\
between 5:00 and 6:00 p.m.
Tv s "lost audience." as C&W re-
searchers found it. consists primarib
of older children and teen-agers in the
i Please turn to jxi-ge 102)
36
SPONSOR
I tili-st ill iicl rtlffio ri'i-<Wiilion:
lltC turns to capsule programing
\«'\\ iiinhi lineup is kckv«Ml lo iii-;iml~oui listening uifli I' i\ ('-minute shows
g\ ma) well turn out that L955 will
be the year thai network radio found
the answer to it.- chronic headache "t
the (v era: programing.
Certainl) the past few months have
teen more changes (and proposed
changes) in programing than during
,m\ time in radio's historj .
It has been network radio's problem
hi recent years to come up w itli a
programing format thai is indisputabl)
it- own. It's been prett) well agreed
all along what network radio shouldn't
do. Tor example tr\ to compete with
video's bis show- and glamor or com-
pete "itli local Btations b) turning it-
schedule into a disk jockey's paradise.
Bui what network radio should do i-
another problem.
The ln-t big answei to what (he am
webs should do was NBC's Monitor.
\ow \1U! has come along with a night-
time programing revolution as radical
a- the) come, and the) come prett)
radical these days. Whether VBC's
formal i- more or less revolutionai v
thail Monitor i- of little moment.
What i- important i- that \\\(. has
taken a seven-league stride, broken
w i t li tradition and formulated a pro-
gram c on< epl m huh it feels spells N<
work Radio 1955.
I details "i tin- new programing will
he unveiled t<> admen in an elaborate
presentation "i> 20 < '■ tobei in New
Please turn to \><izr 1 117 <
Analysis <>l MM Radio's new
nighttime programing It given in
storj starting ilii- page. For the
long-term thinking going on at
the network, torn page for tape>
r«'«'<>r(lr(l interview wild it- ih<»
top men, Ituliert I . Kintner,
iBC president; Charles \>n-.
v.p. in rharge of Mil Radio
► ►►
>i\ months of research preceded decisions on UK Radio's new
nighttime programing. The decision-makers are (1. to r.) Don
1 ". director <>t special events ami operation- for ABC; Fred
Sheehan, news and special events editor; Raj Diaz, the national
program manager; Nancj Mazur, assistant to the executive pro-
ducer "t new programing : Drexel Hines, the executive produce!
17 OCTOBER 1955
37
KINTNER ON ABC RADIOS FUTURE: GOOD CHANCE OF OUTPACING NBC AS NO. 2 NET*
>//(. /WW M-.K
For a frank discussion of ABC Radio's prospects in the tv era,
SPONSOR editors tape-recorded a talk with ABC President Robert
/•-'. Kintner and Charles Ayres, vice president in charge of ABC
Radio. In the interview, which covered such controversial subjects
as the effect of ABC's neiv pricing on affiliate's income, questions
were asked by SPONSOR'S Miles David, editorial director, and
Alfred J. Jaffe, senior editor. The verbatim text is run below
MR. AYRES
T Till- l> VUI\I UK RADIO Will PROGRAM AT NIGHT STARTING 24 OCTOBKR
EVENTS OF THE DAY
7:31-7:35— Today's Sensational Story— The top tabloid story of the day
7:35-7:40 — Inside Washington — Controversial news from the nation's capital
7:40-7:44 — Transatlantic Exclusive — Tabloid story of the day from Europe
745-7 50 — Personality of the Day — Hero or heel of the headlines, profile, interview
7 50-7:54 — News You Live By — Farm, financial, medical, industry, labor, science
7:55-8:00 — News — iRegular newscast)
THE WORLD AND YOU
8:01-8:05 — Arrivals and departures — On spot interviews with famous people
8:05-8:10 — Let's Visit — On spot visits to famous cities and landmarks
8:10-8:14 — Yesterday at Midnight — on spot recordings with interesting people in
interesting places during the late hours
8:15-8:20 — America at Work or Play — Close-ups — factory, farm, beach, ball park
8:20-8:24 — From Broadway to Main Street — Visits backstage, Broadway to front
row, town meeting
8:25-8:30— News
YOUR BETTER TOMORROW
8:31-8:35 — Your Living Thoughts — Words to live by from spiritual leaders
8:35-8:40 — Your Marriage and Family — Practical, expert advice on problems that
touch everyone
8:40-8:44 — Your Personality — How to be a more popular, happier person
8:45-8:50 — Your Success — How to be more attractive, more successful
8:50-8:54 — Your Home — Do-it-yourself for kitchen, workshop, house and garden
8:55-9:00— News
SOUND MIRROR
9:01-9:10 — Sounds of Today — sounds of modern life
9:10-9:14 — Sound of No Importance
9:15-9:20 — Sounds of Yesterday — Stories, readings and voices that make the past
come alive
9:20-9:24 — Soundings — Short editorial-type features. Soundings of people.
9:25-9:30— News
OFFBEAT
9:31-9:35— Offbeat humor
9:35-9:44 — Beyond Tomorrow — Sound picture of the future, science fiction, new
music for tomorrow's tomorrow
9:45-9:54 — Soloscopc — Readings by expert storytellers and authors themselves.
9:55-10:00— News
Q.
I JAFFE) What is the reason for the complete re-
vamping oj your nighttime programing?
A.
(kintner) Before I answer that question. I would
like to give you the American Broadcasting Co.'s philos-
ophy concerning radio. We're in an extremely difficult
period in radio as it concerns the network. The reason.
I believe, is that basically radio has lost its so-called
glamor in comparison with television. As a result, we
are faced with creating radio networks that produce for
the advertiser an excellent cost-per-1.000 and. for the
listener, a type of program which is available at various
times of the day in large — for want of a better word,
111 call — hunks.
As far as ABC is concerned we have reviewed over the
last few years our radio picture and we intend to stay in
the radio network business. We believe that this medium
is so important that a company engaged in broadcasting
should remain in it. We also have extreme confidence
in its future.
Nighttime has been a problem for all the networks.
About six months ago we started a research study under
Don Durgin, who is head of our sales presentation and
research department. What we wanted to find out is what
type of program service ABC could bring to its stations
and their listeners which would be different from other
programing available and which should attract listeners
and, as a result, attract advertisers. We were also look-
ing for a plan whereby advertisers could buy in relatively
short-term periods, and could also get — what for want of
a better word. Ill call — saturation.
These research studies showed that there was a great
abundance of music through the country, but in their
shift away from the old radio patterns, practically all of
the stations had resorted to music as a means of attracting
listeners — not only in the daytime but also the nighttime.
We also found that there was a demand on the part of
listeners for what I will call personalized information.
This obviously includes news, weather, but it also includes
such types of information as can satisfv the emotional
anxieties of people, can satisfy their desire to improve
themselves physically and can satisfy their desire to live
better. The results of these research studies was very
clear: That ABC could serve the purpose by redoing its
entire nighttime from 7:30 until 10:00 p.m.
a week.
five nights
SPONSOR
Note: TitlM ire trnlallvc
IPS A CHANCE TO SUPPLANT CBS IS \<>. I
in rim n:\\
HIGHLIGHTS
inuim What about the economics oj this move?
Hon can you (t/J<>r</ to tell time at 1800, less discounts,
pet minute announcement?
\.
(kintner) I would like in answei the question
generally and then a-k Charles Vyres to answei in particu-
lar. First of all, tin- new nighttime programing is going
to cost us many, man) thousands oi dollars more than our
existing programing. This indicates our faith in tin- future
of nighttime radio. Because the desire of the advertisers
i- to obtain a verj low cost-per-1,000 in radio it is neces-
-ii \ perhaps to price network radio lower than we actu-
ally think it's worth.
In other words we have t<> meet the market. But our
-ales plan i- -o designed, not onl) to give the advertiser
a verj low cost-per-1,000, but if it i- successful, to ^i\e
the ABC Badio network and il- Stations a profit. I would
not sa) it was a substantia] profit, but a profit which will
-ati-l\ ii-. In pursue the point further, let me ask Mr.
\\ re> to give his comment.
(AYRES) I think the best wax to answer that i- -impl\
this. We don't expect that main advertisers will Inn one
Bingle five-minute period at >''>00 so. let"- talk in terms of.
a strip: SJ'.OO time- five is $1,000 per -trip. Now, let's
relate that to what our rate card is. if you please. We
sell quarter hours in a strip on a contiguous basis: bv that
I mean quarter hours at 2.V ( of the hour rate. Now. in
round numbers, a quarter-hour strip in the evening would
-ell in the neighborhood of $12,000. If we sell five-minute
strips at £4. 000 and if we sell three of those within a
quarter hour, we will have recovered substantially the
same amount of motiev that we would have recovered had
we -old a quarter-hour strip.
Q.
( DAVID ) // the plan works out. it is apparent from
what you just said that your potential will not be reduced.
However, the difficulties for a radio network in obtaining
that potential have been considerable. A lot of people are
asking for that reason just why does an organization like
ABC want to continue in the railio business? Is it par-
tially because the o&o's continue to be profitable even
though the network itself may not be profitable? In other
words does the network in effect provide a service for
the o&o's?
A. !
Iimmnkki Id say. Mr. David, that was a verj
pertinent question. But I think people underestimate radio
by comparing it to 1944 when it was the leading medium
in the country. The reason we want to stay in the radio
business is that there is a substantial volume of advertis-
ing business in it on which we believe we can make a
profit. Instead of comparing radio of 1955 with radio of
1944, the volume of radio should be compared with adver-
tising in magazines, newspapers, outdoor billboards, etc.
To answer the second part of your question: It is cor-
rect that basically the profits of our radio operation come
t Please turn to page 110)
\ In i Mil i- miiiI we I
iln- l.i-i few m.ii - "in i I'll" pii tur< ! i"
-i i, in ili. radio network business. Wi believe thai Uui
medium it -•• importanl thai ■< company engaged in
broadcasting should remain in it. We also ha
(idem e in it- futun .'
— Kintnet
", . . tiii- new nighttimi programing i- z ^ '" cosl us
many, mi.uo thousands "I dollars more than oui
existing programing. Tin- indicates our faith in the
future • > f network radio. Bei tuse iln- desire "I the
advertisers is t" obtain i »er> low cost-per-1,000 in
i, i,ln. ii i- nii.--.il'. perhaps t" price network radio
lowej than we actual!) think it's worth. In othei
words we have i" meet tin- market."
hintmr
"We believe we have a ti<»"l possibilitj ■•! certainly
becoming the 'number two* radio network and perhaps
the 'number one' radio network.'
Kintner
•• j| j, possible that some "i our own "&" -tatinn-
could I"-- some spol business. On the other hand.
their opportunity of getting new business \ia this
network plan i- considerablj enhanced."
Arret
'"It i- incorrect that tlii- new nighttime program is
patterned after Monitor . . . \- you know Monitor has
the unexpected quality You don't know 'xacllv
v.hu i- coming up. ".-• believe that our concept of
fixed positions is better."
— Kintner
"There's nothing sacred in the radio business about
a 15-minute and a half-hour concept. It just grew
up in that way."
— Kintner
17 OCTOBER 1955
Spot radio rescues a bumper
prune crop
Largo yield of small prunes was tough to sell
until radio put over their bargain appeal
j( oward the end of L954 the Cali-
fornia prune industry faced up to an
emergenc} marketing problem that
called for some drastic promotional
activit) in a hurry. Use of saturation
spol radio played a big part in the
events which followed.
An overabundance of small-sized
prunes complicated the industry's sell-
ing plans. The 1954 total prune crop
was a record breaker in the tonnage
produced. And the overloaded fruit
trees bore an unusual volume of small-
er sizes, which normally are marketed
to juice processors. It early became
apparent that a large tonnage of these
small-size "economy*" prunes would
have to be absorbed by retailers.
A price differential of 5c to 10c per
pound over the larger sizes more in
demand was the appeal broadcast to
thrifty shoppers — and it worked. Bots-
ford. Constantine and Gardner, agency
for the California Prune Advisory
Board, proposed a $75,000 spot radio
campaign in 21 selected metropolitan
markets for the "buy economy prunes"
drive.
The impetus of the campaign
aroused dealer interest, and leading
supermarkets used big space to ad-
vertise small prunes at a price. At the
end of the crop year, 1 August 1955,
the prune industry statistician report-
ed a sales increase over the year before
of 4,100 tons or 8.2 million pounds —
the biggest gain since 1949. Much
credit was given by agency and client
to the special spot campaign, supple-
menting the regular advertising activi-
ty carried on the past three years.
To increase the demand and im-
prove prune sales, the California Prune
Advisory Board has to keep in mind
a number of problems that have
plagued the industry recently :
1. With the steady decline of ample
three-course breakfasts, eating of
prunes to start the day is not the habit
it once was. In the Thirties particu-
larly juice-and-coffee snacks began to
replace hot-cereal-and-eggs breakfasts.
Prunes, considered a daily staple in
earlier days, went the way of the
flapper.
2. In the 1930's the prune industry
began suffering from excessive produc-
tion. From 1930 to 1940, and in the
face of declining prices for all agri-
cultural products, California produced
a 225,000-ton-a-year average.
The Depression hit the California
prune growers hard and finally forced
a decline in acreage and production
through subdivision of land and diver-
sion to other crops. The war was a
Cc3o5©
They were snowed under by prunes
Not big luscious prunes, but an unusually large yield
of small ones, hard to sell to consumers. The California
Prune Advisory Board put up $75,000 for a spot
radio campaign, and within aeeks saturations of
announcements pitching "the bargain breakfast prune"
had stimulated sale of 8.2 million pounds over 1954
I low long
fifalOB \ou
enogy to
efttBB ?
PRUNES
Girl ikaling (in prinl ad shown above J
represent* radio iheme, "top ol ^ • -i ! < I feeling"
lemporar) boost to the prune industr)
as to most food industries and halted
the decline in production somewhat.
Bui after World War II California
prune producers and packers faced
four more lean years and production
went on the -kids again. This decline
wasn't arrested until this year; acreage
i- estimated at 95,000 aero compared
with 94,600 in 1954; total output
averaged 156,000 tons during the past
tive years.
Mter 1949 came five years "I g I
prices, helped along hv a Federal mar-
keting program which brought prune
producers' income close to or over
parity. However since 1951 there's
been no Federal aid. such as export
subsidies granted to the prune industry.
3. Prunes hair always been '""
motel) associated unit theit laxative
function. Hut this is not the type ol
role a f I must necesaaril) plaj dail)
ni a home, 1 1 • > i t • • i ever) membei in
the family. Then-Ion-, in ordei t"
promote dail) eating ol prunes, the
California Prunes Advisor) Board
fell it should come up h ith some tea
-«'ii~. for eating prunes regularl) which
would better lit into current American
eating habits. Nutrition is the big
theme <>t the day. However, Borne
prune packers, members of the board,
-till stress the effects their product will
have upon "regular habits." This is
a theme the board's advertising plays
in a far lower ke\ .
f. The 21 members nj tin- Cali-
fornia Prune Idvisory Board repre-
sent 6,000 Lionels ami 11 puckers.
The California Marketing \< t of L937
provides that none ol the advertising
placed b) the hoard can make use of
or reference to a specific brand. In-
stead it has to he designed to promote
prune eating and prune juice drinking
in general, with strong emphasis upon
"California prunes."
This marketing agreement program,
assented to in writing by 55* < of the
producers and "()'< of the packers in
1951, provides for assessments made
hv the hoard I usuallv $1.50 per ton
for each grower and packer), en-
forceable through the state law. While
this method assures a budget, it also
implies that all growers and packers
are \itall\ interested in seeing results
pi odi* ed ii "in then . onti ibutions.
In fall 1952 the < ilifornia Prune
\d\ is(.r\ Board, undei Robert V \1<
\i thin. < hail man ol tin- board, I"
iii advertise in majoi markets pri
maril) to increase demand, regain the
i onfideix e "I the food trade which had
been shaken b) instabilit) w it h i n the
industj \ . Mi.- relativel) small budgel
i undei a quartet million I and de-
cision to advertise intensivelj dictated
advertising in selected markets rathei
than use ol national media. I mil
Vugusl L955, the board divided its
budgel aim. ml- newspapers, trade pub-
lications and participations on wo
mens |V programs, with some radio
programs used in one or two cities
ea< h \ eai -
I In- board's peak advertising budgel
wa- the one in L954: - 180,000. This
veai th.- hud-ei i- - ; I ..uiiii. hut tin
■ onsumer advertising figure run- 1 losei
to s2!!7. iido. The main reason for the
discrepanC) i- that the hoard spends
a substantial sum in trade advertising
and with the California Dried Fruil
Institute for its share in a mer< ban-
dising program to gel grocers to put
dried fruit in advantageous locations
The hoard also has funds for possible
export development activities in ordei
to build up exports again.
For fall-through-spring L955-56 con
sumer advertising, the hoard s >2!!7.
(Mil) budgel breaks down this way:
$89,000 for s|„it radio in nine mar-
kets: $182,000 in black-and-white
i Please turn to [xige 96)
HKoi.i.IK \ss| HOARD M<;H. (Willi PIPK). SWANBERG, IGENCI V E IH HlKi: MIKE), vxolihin WITH sn\<. Mis in ||HNs| uim. \ It HIIMF
17 OCTOBER 1955
41
McCann-Erickson's Leo Bogart ►
// all the needs pointed to by Dr. Leo Bogart
in the article below were fulfilled, radio-tv
research's milleniurn would be well on
the way. Dr. Bogart, who is associate director
of research at McCann-Erickson, Inc., here
speaks out for types of data not now available
as well as a better basis for evaluating
existing data. The need he places first on his
list is for accurate tv set and coverage data.
big needs in radio-tv research
If researchers are able to fulfill goals Leo Bogart sets, admen
n ill get accurate picture of tv set circulation, better idea
of what competition does, sounder media evaluation
WW hat kinds of research on radio
and tv would be helpful to advertisers
and agencies? This question might
be answered either in terms of what
we want or in terms of what we ideally
need. What we most urgently want
i probably the type of "routine" in-
formation for which we get day-by-
day demands, and which for one rea-
-"ii or another we cannot fully supply
• in the basis of the services to which
we subscribe or the research supplied
u- l>\ stations or networks.
Here are some of the question areas
that come under this heading:
J. Tr station coverage data:
This represents information on how
many homes in an area have tele-
vision, how many can receive a given
-tat inn. and how many actually watch
thai station in the course of a week.
42
In estimating tv station coverage to-
day, we make (or use) projections
from long-outdated sun e\ s.
Four different research organiza-
tions (Nielsen, SAMS, ARB and
YARTB) have indicated plans to get
into this field. It would certainly be
economically disastrous for two or
more such major studies to be under-
taken simultaneously — and probably
this will not come to pass. The real
need is for a service to be offered on
a regular basis, at least once a year
for at least the next five vears.
2. Spot expenditures: Knowledge
of what the competition is doing is
\ ital to all advertising planning. With
broadcast media advertisers making
increased use of spot, it is harder to
keep track of competitors' expenditures
and media strategy. In this respect all
national advertisers are in the same
boat.
Our knowledge in this area has been
full of great gaps, despite the useful
services of N.C. Rorabaugh and Spot
Radio Reports (whose releases cover
activity rather than expenditure- 1
The tough part is getting cooperation
from stations and their representa-
tives, who must dig up, at sometimes
considerable bother, information thej
often consider confidential. The spot
radio problem is more complex and
the available information more mea-
ger— though the trend to spot is even
more noticeable in radio than in tv.
Recently there have been some en-
couraging developments. Hooper
Monitoring Reports provide detailed
information on spot activity in a limi-
ted number of cities for particular
product fields. Now it has been an-
SPONSOR
pounced thai the I ele\ ision Bureau "I
Advertising Ik< - engaged Rorabaugh
t<> prepare pei iodic estimates "I t\ spol
spending (sponsor, 3 October 1955,
Our ideal ouuht to l»e a
■ei \ ice which produces accurate ii
■ ■I t — on a frequent and continuing
basis, along the lines of P.I.B. and
Media Records.
;;. audience charucteristlcMt \\ c
don't know .ill we would like to know
about tin- marketing characteristics of
individual program audiences. The
rating services can ti'we n- audience
compoaition data, but 1 1 1 i — i- limited
to i fen major \ bj tables : sex, family
size, age of housewife, family income
and bo on. An advertiser "■ agency •
man uho compares programs with lii^
own special marketing problems in
mind must eithei make assumptions
baaed <>n this kind of limited evidence
or must undertake the expense of i on-
ducting a full-scale Burvej of his own.
l'»\ contrast, the big magazine audi-
ence surveys t * - 1 1 him how many read-
ers "I Look keep canaries and how
mam readers <>l the Post drink whisk] .
The three questions just raised are
all immediate in the sense that if we
hail the answers we could put them t"
work \n ithout delay , Bui tl
other problems which really ought to
l>r on i In agenda, although we're not
a- apt t" come op against them das \>\
day.
I. Mere I vequcttt ratimis on
m»»r«' market*! In the course "I the
last broadcast season, McCann-Erick-
-on either subscribed t<> nr did
• ■ ■ — with Nielsen, Mill. Hooper, Pulse,
\ idroi|r\. Ticndcx and Cnnlan. \\ •
i Please turn in page 105 1
II anted: suggestions from readers on host ways to attain research goals article <it«-»
I.
n ST I //ON COVERAGE DATA: Dr. Bogart
feels set fount tu nl circulation studies
must lie done on annual basis for at
/<•«>/ next five years of tv's growth era.
SPOT EXPENDITURES: » hat admen really
need trill he available nhen both radio and li
are covered and data is available on
frequent and continuing basis.
:i.
MARKETING CHAR4CTER1STICS OF AUDI-
I \< I Magazine* can furnish detailed data
on buying habits of their readers. Similar
data needed on individual shoic audiences.
4.
MORE FREQUENT RATINGS OK MORE
MARKETS: Research firms ought to agree
informally to space reports far apart as possible
in markets where ratings are infrequent.
.7.
HITTER BASIS FOR EVALUATING
K ITINGS: ARF has made a contribution tcith
its ratings analysis. Hut the need note is
for actual experiment out in the field.
COMPARATIVE EFFECT1VE\ESS OF
MEDIA: Like many of those SPONSOR quoted
in its All-Media Evaluation Study, Dr. liogart
cites need for ways to compare media.
7.
GETTING FILL VALUE FROM AIR MEDIA
We need to know more; for example, what
are tlie benefits of full program sponsorship
rx. today's big-show fr participations?
8.
ul OJTATIVS RESEARCH: Radio mat once
qualitative research-conscious. Tv can
use analysis today to determine hotc its
program typet should differ from radio.
17 OCTOBER 1955
43
Schick bids for razor supremacy
with m tv budget
90-day ad splash puts most of
$2.5 million budget on the air
] \, the heart of the Pennsylvania
Dutch country, where long, flowing
heards are often a matter of family
pride, stands the shiny new plant of a
company dedicated to a never-ending
war on America's morning whiskers —
Schick, Inc.
And, in his trimly modern plant
headquarters near Lancaster last
month, Schick President Joe Elliott
ruhhed his clean-shaven chin thought-
fully and told SPONSOR:
"Electric razors are the biggest
thing in U.S. small appliance sales
today. One out of every three Ameri-
can men today uses an electric razor.
The annual retail volume of electric
shavers in this country has gone from
$50 million in 1950 to more than
twice that much today.
"We're setting the pace. More men
are using Schick Electric Shavers than
any other make. But that's only the
beginning. We'll be shaving the bulk
of American men 10 years from now."
Selling the steady stream (the
amount is secret, but it runs into five
figures daily) of white-plastic-and-
chrome "Model 25" razors that pour
from the Schick assembly lines is not
Board Chairman Ken Gifford
(left) of Schick shows detail of
new plant production to
Robert Montgomery whose NBC
TV show is sponsored by Schick in
major-minor pattern, via K&E.
Firm also uses NBC TV
football games during big sales drive
S
\«-w plant! ('n site ol Fonnei Pennsylvani
plant, moved in and started nem model rollini
precision manufacturing methods are heavilj
i Duii li I. ii in St hii k ImiiIi iuu I am
: in i u- 1 urn- \i-.ii at Si million i-"-t.
plugged iu Schick's televis mmercials
quite as eas) as tall, lank) Joe Elliott
or jovial Board Chairman Kenneth
Gifford make it seem.
It takes plentj oi Bales strategy.
\ihI plent) ol advertising. I hat a
where television enters Schick's pic-
ture toda\ .
There are few ad budgets oi major
advertisers that are a> heavilj t\-
minded as that oi Schick. \n<l there
are few one-product manufacturers
who will be making the kind of video
-plash that Schick will cause this fall
during its peak sales season.
In the next ')!> days:
• Schick will spend -nine >2.~> million
to advertise its razors and repair ser-
vice facilities -slightl) more than 10
times as much as the company spent
for advertising during the entire 12
months of 1940.
• Three out of every four dollars of
this $2.5 million 7(>' . will wind up
in network television, or spot radio
and television on a dealer cooperative
basis, via the Kenyon \ Eckhardt
ageiu \ .
• Schick "2.~>V" will he the most air-
sold razor in the field. The company
is out-advertising am of its principal
competitors (see box at right) In a
noticeable margin.
• According to K&E account execu-
tive Joe Moss. Schick will be reaching
some 30 million viewers each week
with its alternate-week, major-minor
ad schedule on Robert Montgomery
Presents I NBC TV) and another ID
million or so with NCAA Football
(eight national, five regional, also on
NBC TV i.
• Backstopping this tv barrage will
be a print splash of 18 full-color ads
(spreads and single pages) at the rate
of more than an ad a week in Life and
Sateiepost which K&E estimates will
reach a combined audience of over 75
. .in in. unit. i< turing i brand new i i/"i
model < osl to St hick : some v '> mil-
lion ami it was paid mil of i ompanj
funds, not borrowed money.
\- ii tin- problems ■•! corpoi ate
logistit - • reated b) the move
Chi enough, V| hit k fat es i fit i
• ompetitive lineup of riv al In ms toda)
Remington and Sunbeam are out
vc hit k - sales st alp and use •> hi
schedule oi network television in theii
enoi ts. I )tit< h< onti oiled Nort co1 -m<\
Ronson < t m rent!) impoi inc.- its i izoi
wm k- from < "i man) but plannii
make them soon in, of all pla
S< hit k - old Stamford plant I are also
crowding on 5< hi- k's heels. ' >thi i
low-priced European and [apanese
electrit shavers are beginning to ap-
peal on the I ,S. market.
But 5< hick's top bi iss feel thai the
vanillic w ill pa) "If. In fa< I. the) talk
confidentK ol a 125 million sales yeai
about "2 million highei than last.
Reoaon: Tv, the) feel, will pla
major role in accomplishing the big
goal. The visual air medium has al-
read) racked up an impressive record
for Schick.
In the second half of 1951, Schick
bought', via the Kudner Vgenc) (then
Schick's ad counsel), a CBS 1*\ pack-
age, Crime Syndicated. The program
was aired in some 33 markets
stor) in sponsor, 25 August 1952).
Within a few week-, the results were
startling. Tv-COvered market- ran
loir, or higher in sales vs. Don-t\
market-. \nd the dealers loved tv.
I Please turn to page '•'<>'• I
SCHICK OUT-ADVERTISES RIVALS UN TV, RADIO
Features razors (among othei Remington products) in it*
REMINGTON alternate sponsorship of "What's Mj I ine" (CBS I
one-third slice of "Caesar's Hour,'1 Mondays on NB< l\
Features razors 'and other appliance-i in participa-
Sl NHEAM tions iii "Color Spread" spectaculars, part-sponsorship
of Milton Berlc, Martha Rave shows. Uso in u "Home"
, Plugs new line of Razors (and cigarette lighters) on
RONSON Wednesday, Frida ts oi "Douglas I Iwai
the News" on < Hv TV, with periodic -pot campaign*
Primarih ■ magazine user (four-color sj
NORELCO Norelco is enrrentrj considi oi tv. either booI
1 \ ia dealer co-op i or network fur its imported i
„*«■ «* v" "> ,s
million readers from September to
Christmas.
• Schick- 57 salesmen and -i\ dis-
tributors will l>c out hustling for or-
der- in a stepped-up sales program,
and will be plugging the I>i^ h and
print campaign, as well as pushing
the advantages of a co-op program ia
liberal 50-50 deal I that includes such
dealer aid- a- radio commercial Copy,
t\ film announcements and other air
material.
Big gamble: Behind this concerted
advertising and sales push there is a
major gamble on Schick's part.
In just 12 months. Schick execu-
tives picked the site near Lancaster for
its new plant, authorized the design
ami construction of the factors b)
Austin Co., moved ')2 families and
tons of equipment from Stamford.
Conn, i the old headquarters), paid a
sizable sum in severance pay to other-.
moved Into the new quarter- and be-
17 OCTOBER 1955
45
How to ki
Broadcast Advertisers lt<»,
M he staid citizens of Darby, Pa.,
were startled one da\ -everal years ago
Lo see what looked like a full-fledged
horseroom operating in the heart of
their downtown business area. Through
the windows over a barber shop sev-
eral men could be seen from the street,
earphones clearly visible, bending in-
tently over a battery of mysteriously
whirring machines.
Someone \elled for the cops. The
raid, however, was a disappointment.
No front-page stuff: not even a pinch.
Instead of bookies, the investigation
uncovered a quiet group of unobstru-
sive men alternately fingering the con-
trols of ordinary tape recorders and
turning to scribble hurried notes on
nearby pads.
The suspected bookies were not on
a direct hookup with the track; thev
were simply tuned in to the local radio
stations, and what they were doing
was noting the time, the name of the
show, station, and sponsor.
This was Broadcast Advertisers Re-
ports at an early stage in its historv.
Darby was its first and, at that time,
onl) base of operations.
That was three years ago. Toda\
the firm is doing a similar monitoring
job on both radio and television in 14
markets. Here's the way BAR goes
about providing a service which is as
yet not widely known among admen
I though its in use already at shops
like JWT. Y&R, Dancer, and accounts
like Toni I :
BAR executives (1. to r.) Bob Morris,
exec, v.p.; Phil Edwards, pres. ; and David
Allen, v.p., discuss plans to expand from 14
markets (x's on map) to 30 (circled areas)
Recording equipment is synchronized by
technician in Chicago hotel room for week-
long monitor of local radio and tv stations.
Scene is duplicated in 13 other markets
Transcribing at BAR headquarters in Dar-
by, Pa., takes less time than actual recording
as trained listeners can skip program
1 * 1 1 — between commercial announcements
i eye anil ear on (ho competition
e lor.il. spot, in'i radio «in«l iv commercials; io he iii 20 markets lliis year
For a full week, once ever] two
months, BAR tape records the signals
of all stations in these markets. Trained
technicians then plaj back the tape al
,m adjusted speed thai enables them
t ndense the transcribing time to
■ small fraction of the original record-
ing time. I In- firm then publishes two
summaries within a single mimeo-
,
.
:
.
• I
: . -
Report, compiled fur week-long period, li-i-
programs. sponsor, specific brands plugged,
station, time, and length of announcement
graphed report: one a complete break-
down, by product*, of each advertiser's
schedule: the other a chronological.
minute-by-minute operating log of
each station showing, in order of oc-
currence, every commercial broadcast.
There are. of course, monitoring
firms that record a specific program
or commercials for a gi\cn product
category, on assignment. But B SB
does a blanket job. including everj
minute of the broadcast day, then sells
its service to subscribers. Along with
its West Coast affiliate. B \R of Sher-
man Oaks. Cal., owned 1>\ Pat and
Tonie Kelley. it is believed to be the
only service of its type operating on
a multi-market basis.
I/SC for admen: With a complete
schedule of his own and his competi-
17 OCTOBER 1955
tors' radio-tA acth itv in the 11 l'» \ I!
markets an advertise] has a tool with
whi< li be <an analyze his relative posi
tion. I! \K provides or can provide:
• \n accurate rundown on c peti-
loi-' ,i. li\ it\ In each of the I 1 market-.
together with data on the type of time
tbe\ buy.
• \ basis foi judging availabilities
in the ligbt of -in rounding program-
ing and c menials on a given station
and those opposite, with incidental in-
formation about the commercial spot-
ling practices of each station.
(One national advertiser who
thought he wii* doing a successful mid-
morning job of whetting his listeners1
appetite for bis brand of biscuil
learned, he told SPONSOR, that in at
[easl "tic Western market the whetting
was being somewhat offset immediate-
ly beforehand bv a minute announce-
ment for beer and. immediately follow-
ing, by another plug for a laxative.)
• The opportunity to review. Hy lis-
tening to tapes or reading transcripts.
am announcements aired by competi-
tors in the market- concerned.
• A wa\ to figure expenditure- ol
competitors I bv applying station rate
cards against BAR's poop on an-
nouncement the competition is using I .
• The means for critically analyzing
the substance and format of successful
shows with a view toward creating a
comparable effort or improving a
going one.
Besides providing local broadcast-
telecast information in these 1 I mar-
kets. B\R constantly monitors and
compiles similar data on all network
programs. Separate reports for net-
work radio and television are pub-
lished ever) week describing all an-
nouncement bv product and brand
name and giving the length "I each
commercial.
Suppose v on re laving oul a cam-
paign. W ith the B \R data v ou
have the complete rundown on what
jrour competition is doing and. per-
haps most important, how much back-
ing each specific brand gets.
r. using the network report* and
the Io. il .in.- a- fa i a- thev
advertise] has a < omplete record ol
a< tiial pei foi man. e in the areas mi
tored. \t present these iw lude -■
in w hi< h b<.lh ladio ami telei i-ion .ir.
monitored: New ^ < < i k . Chicago, Los
Vngeles, Philadelphia, Boston, San
I i ancist o, and San I tiego; six w ith
tv onlv : I letroit, Baltimore, < lleveland,
Washington, I). C, Minneapolis, and
( lincinnati ; one h ith radio onlj : Pitts-
burgh.
During the nexl few months B \ I!
j)lan- to include -i\ more markets:
St. Louis, Atlanta. Denver, Seattle,
Portland, and Salt Lake (a'tv. l!v the
end of 1956 these additional market-:
Dallas. \ew Orleans, Kansas * itv.
Milwaukee. Indianapolis, Miami. Hous-
ton, and Buffalo for a total of 30.
\\ ith this extende I i overage the n
port- could conceivablj open the wa)
toward obtaining -pot radio dollar
expenditure- of national and regional
advertisers — at least in those 30
markets. Using BAR- compilation
of activitv in these market-, tabulating
the outlays would be a matter of arith-
metic, i Spot dollar figures for tele-
vision will be available through the
i Please turn to page 119)
ill mm m
Librarj ol B\R hold- somi "inch
47
RADIO LISTENERS DID MORE THAN LOOK AT SHIP MODEL: THEY BOUGHT CARS
SALTY RADIO TEASERS SELL CARS
Local radio station draws attention to car promotion built around
11 -foot Japanese ship model. Visitors' gift certificates boost sales
MM urlington, Iowa, radio listeners were surprised to hear ship's whistles
blowing recently. When Japanese voices were added they became more
than curious. Which was the whole idea. KBUR's, that is, or, more
accurately sponsor Harry Murray's. This Chevrolet-Buick dealer was
launching what turned out to be a highly successful promotion for his
Hawkeye Motor Co.
The entire plot hinged about an 11-foot model of the Japanese ocean
liner Hikara Maru, the only major Japanese ship to survive the war.
The model came into the hands of Murray, an ex-coast guardsman, who
decided to place it in his showroom for inspection.
Incredibly detailed, complete with workable winches, tiny deck furni-
ture, and wheel house steering, the model was used to draw listeners to
the car showroom. There they were given gift certificates to apply toward
the price of new or used cars bought at Hawkeye.
The promotion began with a teaser campaign of ships' whistles and
voices in Japanese describing features of the model. As soon as there
was interest in the promotion, announcements began to describe the one-
ton miniature ship, and gave the date and location of its exhibition.
Despite the extreme night heat, the showroom was so jammed by
unveiling time that the announcer had a struggle to get near the model
to broadcast the proceedings. A 20-minute broadcast created additional
interest by describing the ship first-hand, and that kept the flow of
\ isitors coming in. In three days over 10,000 gift certificates were given
out, 27 of which were turned in on new and used cars. More were
turned in (lining Lhe weeks that followed, with the latest figures totaling
98 used cars and 31 new ones, with more likely to arrive. The promotion
cost Hawkeye $615, in addition to its regular campaign over KBUR.
Says Murray: "I'm still getting little thrills from the way this pro-
motion paid off, is continuing to pay off. and apparently will continue
to pay off for months and years to come. It has proved conclusively
that a radio campaign carefully thought out and enthusiastically- pur-
sued is tops."
Says KBUR: "He's right." • * •
40 E. 49TH
{Continued from page 17)
your articles concerning the promo-
tional material which national repre-
sentatives and timebuyers say they'd
like to receive from stations in the
field. We always supply whatever
material is requested, and much that is
not requested, and often wonder where
this evidence of a station's popularity
ends up.
Even so, I cannot help but wonder
if either national reps or timebuyers
can really know a station from the
material which we send them.
Certainly I recognize the value of
promotional data but I also contend
that reps and timebuyers alike could
get a far more comprehensive picture
of any market if time could be taken
to visit given cities. I think that
safaris — not all the markets, naturally,
but the major ones. Especially those
with seven to 10 stations. Not that
our corporation can't stand a cold
yardstick test — in Dallas KLIF is first
in both Hooper and Oulse; in El Paso.
KELP has Hooperatings which break
all records; in Milwaukee, WRIT has
in only 150 days risen to nip-and-tuck
fight for first place in that city's
Hooperatings. So, all our stations are
willing to subject themselves to any
survey. And all of us are virtually
sold out. Even so, in the very best
interest of national reps and time-
buyers, we believed that buyers and
sellers would be better off if they
visited the few highly competitive top
cities, went to our night clubs, talked
with people on the street, visited briefly
wtih local agency personnel, played
golf and, through brief but intensive
questioning, sought to implement the
information gleaned from ratings and
promotional data. In many cases, a
national rep or timebuyer might be
surprised at what he or she learns. It
won't jive with a lot of the promotion
pieces they receive. But they 11 be
prepared to do a better job for their
client. First hand information is always
more accurate than hearsay.
To sum up what I've tried to sa\ :
be very careful when you apply that
slide rule — when not used properly,
it's as dangerous as a fifth of whiskey.
It can promise you more and give you
less than anything I knoyv.
Cecil Hobbs
General Manager
KLIF
Dallas
48
SPONSOR
EVERYBODY WHO HAS
SOMETHING TO SELL
WILL WANT A STAKE
CBS RADIO'S SEGMENTED
PROGRAM PLAN... THE
MOST DYNAMIC, FAR-
REACHING, PROFITABLE
SELLING FORCE EVER
OFFERED TO NATIONAL
ADVERTISERS. ELEVEN
BIG-REALLY BIGTIME-
SHOWS ARE LINED UP ON
A BASIS THAT COMBINES
LARGEST AUDIENCES AT
LOWEST COST, GREATEST
MERCHANDISING VALUES
MIX 'EM OR MATCH 'EM
FLEXIBILITY. FOR THE
FIRST TIME, THIS PLAN
MAKES POSSIBLE TESTED
SHOWS AND TOP STARS IN
FIVE-MINUTE SEGMENTS
TO BE COMBINED BY YOU
TO FIT YOUR NEEDS.
1. Bing Crosby Show
S. Kathy Godfrey Show
3. Juke Box Jury (Prter Potter)
i. Bergrn-McCnrthy Show
5. Amos 'n' Andy Music Hall
6. The Mitch MUlerShow
7. 7". >••■. ■. i Bn • >hov>
S. Galen Drake SI
9. On A Sunday Afternoon (Del Sharbutt)
10. Jack Carson Show
11. Young Ideas (Fred Robbins)
Turn to next page for examples
...If you want big-name, low-cost advertis-
ing the year round, here's one possibility. A
five-minute segment weekly on the galen
DRAKE SHOW, KATHY GODFREY SHOW and EDGAR
BERGEN-CHARLIE MCCARTHY SHOW:
GROSS WEEKLY LISTENERS' IS. 040,000
WEEKLY COST" $4,710
...For an impressive and merchandisable star
line-up, with daytime, nighttime, Sunday
through Saturday spread : bing crosby, amos
'N' ANDY, PETER POTTER'S all-star JUKE BOX
JURY, BERGEN-MCCARTHY and GALEN DRAKE.
CROSS WEEKLY LISTENERS' 22,393,000
WEEKLY COST" S8.400
'Eat. from NR1 full net AA, Jan.-Apr. 1955; Auto-Plus to SIU, Feb.-Apr.; Audience composition, Feb. **For 52 weeks.
...And for concentrated, saturation selling,
here's a powerhouse plan. Twenty-five seg-
ments a week for two weeks on bergen-
MCCARTHY, ON A SUNDAY AFTERNOON, THE
MITCH MILLER SHOW, GALEN DRAKE, KATHY
GODFREY, JUKE BOX JURY, TENNESSEE ERNIE,
BING CROSBY, JACK CARSON and AMOS 'N' ANDY !
CROSS WEEKLY LISTENERS' 92268. 000
WEEKLY COST S48.000
THREE OF A BIG RANGE
OF SALES-POWERED, LOW
COST COMBINATIONS
Those are just three examples. Whether your budget is large or small. ..whatever your sales problem,
there's a combination of stars and shoivs tagged to sell for you in the Segmented Program Plan. . . on
THE CBS RADIO NETWORK
GASOLINE
\i.l \( "i Din • •
SPONSOR : Majoi Gasoline < "
,,( El Centra
i \pm i 1 ( \M HISTORY / sing only K KO radio, the
advertise i has become the second largest gasoline dealei
in El Centro, selling 60,000 gallons per month. Radio
schedule consists of regulai usage of one announcement
daily in the \tonday to Friday Afternoon Varieties thou
- ; mi each) plus sponsorship oj the five-minute Let's
Swap program, also a populai local strip. In addition,
tli,- sponsoi sometimes runs special seven-second an-
nouncement salutations oj ll> pei da\ foi five to 111 <lu\s
to feature a special phase oj its operation.
KXO. El Centro. Calif. PROGRAMS: ijternoon Varieties,
announcements and Lets Swap
•■ r
results
JEWELERS
WM.O. Louisville
PROGRAM': Soontime Roundup, p.m.
segments and announcements
1
SPONSOR: Lord"s Jewelers VGENl Y: Tel-Ra Productions
CAPSULE CAS1 HISTORY: Since Starting a six-an-
nouncement per wee/, schedule on ll hi A) jour years ago.
the sponsor has grown from one location to six outlets.
Today Lord's uses two quarter-hour programs and two
announcements each day on ll kl.O. credits the station
with .id' i of its total volume. Despite the growth of the
jeweler, it has retained the same hillbilly vehicle for its
radio advertising. The original schedule had been in
Jimmie Osborne's Moontime Roundup, and the present
sponsorship is of the same show.
OUTBOARD MOTORS
SPONSOR: Island Outboard Motors \(.K\( 't : Direct
CAPSULE CASE HISTORY: \ single Hash [15-second]
announcement over ('HI II. \anaimo. B. ('... resulted in
the sale of $1,600 worth oj boating equipment at an ad-
vertising cost of SO. ".41 the Beachcomber" aired the
annoucement in his Beach House shoic. plugging an out-
board motor. An American tourist heard the broadcast.
traveled to the store and bought the motor plus a 28-foot
boat to go with it. Beach House' is a personalized shou
designed to serve advertisers with limited capital.
CHL'B. Nanaimo, B.C. PROGRAM: Beach House.
Vnnouncemenl
DOG FOOD
•( i\m iR Sturd) Do| I
M.I \i "i Mi r I
i U'-i i i i \»i HISTORY \lnst advertisers an not
happy to report that theii bu
I ut Sturdy Dor Food President Craig Sandford is very
happy about it. I sing only KBIG on a reai round '
Sturdy sabs gained IT1-', m 1954 ovei 1953 and has
already notified a 22' _■' . increase foi th< first ■
months oj L955 as compared to the same period fast
\cai. Sturdy spot, so is the 9 .' • ' ' '■" " "I. inn s strip on
a yearly basis. |mn 123.25 pet shou and is nearin
cm! i>i its second yeai <</ sponsoring the same neu i thou
KltlC. tvalon, Catalina Island, PROGRAM r\HH. Sewt
I alif.
HELP WANTED
SPONSOR: N.< , Si iti Employmi . - • AGENCY: D
CAPSUL1 CASE HISTOR1 WFNC saved the dam when
it looked doomed. Is a /loud breach threatened to nasi,
out the city reservoir's dam. the \orth Carolina State
Employment Service called WFNC, Fayetteville, and
usl.ed it to broadcast tu<> nam ads foi 2~> to 50 laborers.
Less than an how aftet the ad was aired, there wen
enough men on the job t" stem the breath and save the
dam. Only one annoucement mis needed and tin second
mis cheerfully canceled.
WFNC, Fayetteville, Y I .
I'Roi.l! \M : Vnnouni i
PEACHES
SPONSOR: I ollins' Open Vir Market \U N< ^ D
i iPSl I I I \H HISTORY / ,,/„„„■ rail to ll 1)1 \
silled Hani (ollins' stock of i'esli pern he-. Hi > ailed
Farm Director Homa Thomasson while I h<' Virginia-
Carolina Farm Hour uas on the air and asked him to
insert a one-minute commercial OS soon *;v he could.
ll ithin 1") minutes of the 7:1") a.m. comma, ml. Collins
had sold the entile 1250 worth of perishable iruit. Be-
fore this he had unsuccessfully tried other media to move
the same stock. Cost oj the commercial uas |3.50 oi
just 1.1', of the sales pi i, e.
\\l)\ \. Danville, Va.
PROGR Wl. The I irginia-Cm
! '
MEATS
SPONSOR: Rutland M< it Mark I \G1 NCY: D
I VPS1 I I I w HISTORY ion., „s, advertising
radio can mean the difference bet ling and not
selling at all. The Rutland Meat Market d off
the main Okanogan lalb\ Highway, seven miles north
of Kelowna, ll. (... in a sparsely populated a-
S only two announcements per week costing a total
oj 14.70, it draws customers from Westbank, which is
14 miles am! a [5-minute ierrx ride aua\. 7 his despite
the fact that there an two butchers in ll estbank.
I ko\ . Kelowna, B.C.
I'Ki K .1! \M \nnnunrn
film shows recently made available for syndication
New or first-tv-run programs released, or shown in pilot form, since 1 Jan., 7955
Show name
Syndicator Producer Length No. in series Show name Syndicator Producer Length No. in series
ADVENTURE
DRAMA. MYSTERY
Adventure* of CBS TV Film
Long John Silver
Adventures of Official
Robin Hood'
Adventures of
Scarlet Plmper-
nel
Caataln Gallant
Count of Monte
Crlsto
Crunch & Des
I Spy
Jungle Jim
Mandrake the
Magician
New Adventures
of China Smith
Passport to Danger ABC Film Synd.
Official
TPA
TPA
NBC Film Div.
Guild
Screen Genu
ABC Film Synd.
NTA
Joe Kaufman
Sapphire Films
Towers of London
Frantel
Ed Small
Bermuda Prod.
Guild
Screen Gems
Bermuda Prod.
Rln Tin Tin*
Sea H awk
Sheena. Queen of
the Jungle
Soldiers of
Fortune"
Tales of the
Foreign Legion
Tropic Hazard
Screen Gems
MCA-TV
ABC Film Synd.
MCA-TV
CBS TV Film
Hal Roach. Jr.
Screen Gems
Rawlins
Sharpe-Nassour
Revue
Tony Bartley
Sterling
30 min.
30 mln
30 mln
30 mln
30 min.
30 mln.
30 min.
30 mln
30 min.
Bernard Tabakin 30 min.
30 min.
30 mln
30 min.
30 min.
30 mln
30 min.
15 mln.
Sterling
•Available in markets not currently bought by network advertiser.
•Sponsored by 7-Up In 120 markets, but many are open on alternate
26
In production
In production
39
In production
In production
In production
I (pilot)
I (pilot)
26
39
39
I (pilot)
26
In production
I (Pilot)
In production
week basis.
COMEDY
The Goldbergs
Guild
Guild
Great Glldersleeve
NBC Film Div.
NBC TV
Little Rascals
1 nterstate
Roach
("Our Gang")
Looney Tunes
Guild
Warner's
30 min.
30 min
10 min.
20 min.
15 min. to
one hour
In production
I (pilot)
22—1 reel
70—2 reel
Library
Highway Patrol
New Orleans
Police Oept.
Paris Precinct
Police Call
Sherlock Holmes
Ziv
UM&M
UM&M
NTA
UM&M
Ziv
30 min.
In production
M inot
30 mln.
26
Etolle
30 mln.
39
Procter
30 min.
26
Sheldon
Reynolds
30 mln.
39
MUSIC
Bandstand Revue
Bobby Breen Show
Ina Ray Hutton
New Llberace
Show
Song Stories of
the West
Stars of the
Grand Ole Opry
Story Behind
Your Music
This Is Your
Music
KTLA
Bell
Guild
Guild
Gibraltar
Flamingo
Official
KTLA
30
min
6
Bell
15
mln.
1 (pilot)
Guild
30
mln.
In production
Guild
30
min.
In production
Althea Pardee
15
min.
13
Flamingo
30
mln.
39
Randall-Song Ad
30
min
1 (pilot)
Jack Denove
30
min.
26
RELIGION
Hand to Heaven NTA
30 mln.
SPORTS
Jimmy Demaret
Show
Mad Whirl
Sam Snead Show
Touchdown*
Award
NTA
RCA Programs
MCA TV
Award
Leo Seltzer
Scope Prod.
Tel-Ra
15 mln.
30 mln.
5 mln.
30 mln.
In production
32
39
Aparoi. 13
•Available with start of fall football season. New film each week. No reruns.
VARIETY
DOCUMENTARY
Key to the City
Hollywood
Prod.
Tv
Hollywood Tv
Prod.
15 min
Living Past
Film Class
ics
Film Classics
15 min
Mr. President
Stuart Reynolds
Stuart Reynolds
30 min
Science In Action
TPA
Calif. Academy
of Sciences
30 mln
Uncommon Valor
General
Teleradio
General
Teleradio
30 mln
DRAMA, CENERAL
Dr. Hudson's
Secret Journal
Celebrity
Playhouse*
Confidential File
Brother Mark
His Honor.
Homer Bell
0. Henry Theatre MCA-TV
Ziv
MCA TV
Screen Gems
Guild
Guild
NBC Film Div.
Science Fiction
Theatre
Tugboat Annie
Wrong Number!
TPA
John Christian
Morgan &. Solow
Screen Gems
Guild
Guild
Galahad
Gross- Krasne
Ziv
Edward H. Small
John Christian
30 mln.
30 mln.
30 mln.
30 min.
30 mln.
30 min.
30 mln.
30 min.
30 min.
7
3
52
In production
None
In production
In production
In production
26
In production
In production
I (pilot)
Eddie Cantor Ziv
Comedy Theatre*
Hollywood Preview Flamingo
Showtime
Studio Films
Ziv
Balsan Produc-
tions
Studio Films
30 min. In product!*
30 mln. In producti*
30 min. 39
•Show is sponsored by Ballantine In 26 markets. Is aired In total of 201 markets
WESTERNS
Buffalo Bill, Jr.
Frontier Doctor
Fury*
Gene Autry — Roy
Rogers
Red Ryder
Steve Donovan.
Western Marshal
CBS TV Film Flying "A"
Studio City Tv Studio City Tv
TPA TPA
MCA-TV Republic
CBS TV Film Flying "A"
NBC Film Div. Vlbar
30 rain.
In product io»
30 min.
39
30 min.
In production
1 hour
123
30 min.
1 (pilot)
30 mln.
39
Available In markets not currently bought by network advertiser.
WOMEN'S
•Very similar to Screen Gems' "Ford Theatre." Pilot unnecessary.
Amy Vanderbilt
It's Fun To
Reduce
Life Can Be
Beautiful
NTA
Guild
ABC TV Films
United Feature
Synd.
Guild
Trans-American
5 min. I (pilot)
15 mln. i5fl
15 min. 5 (pilots)
54
SPONSOR
i
on i*aii'l— in Yiiiiki
m
/*## # ...
IN EACH OF THE OTHER -^f Mi TELEVISION
MARKETS IN THE UNITED STATES
on <;in
ENJOY AT LEAST ONE OF OUR
GREAT PROGRAMS EVERY WEEK
\alioiial \<'<\vork
Ford Theatre presented by Ford Motor Compan)
Adventures of Kin Tin Tin presented by National Biscuit Company
Father Knows Besl presented by Scott Paper Company
Damon Runyon Theatre presented b\ Anheuser-Busch
■r^ Tales ot the Texas Rangers presented by General Mills
Captain Midnight presented by Wander Company
\ulioiial Spot
•4.
■ lill
■ ■III
...Ml H > UK
nun'"! j;;
...■■■■1111
*6i
II
ill III ■ iiliaiaa tl t, Sllliaaa
I \ -el- in Yuma. Arizona . . . 18.'>00
f\ .fl- in tlic rest of the I'nile.l Stale- . . . Ui.OH 1 . 1 00
Falstaff Celebrity Playhouse presented by Falstaff Brewing
The Patti Page Show presented />\ Oldsmobile
>alional Syndication
Celebrity Playhouse— Premiere Oct L955
Jungle Jim — Premiere Oct 1955
All Star Theatre
Top Pla>> of 1955
Jet Jack-mi
Big Playback
"■iiilll--
----- .111!
Inc.
TELEVISION SUBSIDIARY 01" COLUMBIA PICTURES CORP.
233 WEST <i 9 T M STREET NEW YORK 19 N Y • CIRCLE 5-5044
ENTRAL NEW
They are part of the largest local talent roster maintain -
by any radio station in Central New York. The
are old hands in the business of serving the needs arl
tastes of this great area. They have become, over the yeai,
the TRUSTED daily companions of a great share ?
the 428,000 radio families in WSYR's coverage. They ajf ;
RELIED UPON for good entertainment, authoritative nev,
important public service. Naturally, the produ'S
which they advertise share in their public acceptan<
\t.
56
SPONSOR
ROD SWIFT. Niws Comminlilor
IEST SALES FORCE!
Te market which they serve is one of America's truly important markets.
t politan Syracuse is ranked by Sales Management Magazine as the
til's best test market. The great trade area served by WSYR
taces a population of 1.5 million, with annual buying
•>* r of $2 billion. WSYR's superior population coverage,
;e/SYR's superior local program
in service, is clear beyond dispute. •C ■
\
CARL ZIMMERMAN. Newt CowMntitor
l»i : F*c
ED MURPHY, The Ed Murphy Shows
Represented Nationally by
THE HENRY I. CHRISTAL CO., INC.
NEW YORK • BOSTON • CHICAGO • DETROIT • SAN FRANCISCO
'"**« :m">*°4'
L
17 OCTOBER 1955
57
\ REASONS
WHY, WICS
IS YOUR
BEST BUY
\ \ I II I / ,
' ' /i
ILLINOIS
STATE
CAPITAL
MARKET
SPRINGFIELD
' I fr" > *
k wics
* SPRINGFIELD
ONE OF THE BEST UHF
MARKETS IN THE U.S.
(98% Converted, March 1955 ARB)
That'. Right . . . SERVED ONLY BY WICS
WICS hat the biggest audience with all top
15 once-a-week shows and all top 10
multi-weekly shows. (Pulse, Nov. 19541
WICS has a TELEVISION market— not a "U"
market. 91% conversion home (Sangamon)
county (ARB, Mar. 1955) and 17.1% con-
version other primary counties. (Videodex,
Jan. 1955).
WICS, and WICS only, puts a consistently
clear, excellent picture into ALL homes of
ILLINOIS' STATE CAPITAL MARKET.
WICS
Cko««e£20
Call, write or wire for further into or con-
tact our national reps — Adam Young Tele-
vision Corp.
A„
M
Oi
i
Reruns: Despite the obvious suc-
cess of reruns, advertisers are often
bothered by certain questions: How
many viewers of my sponsored re-
run are seeing it for the first time?
Are most rerun viewers watching a
show they saw before? One reason
for these questions is the feeling that
a viewer who is seeing the show again
may not be watching as intently and,
hence, ma) not watch the commer-
cials as intently.
If the figures on the film show
Topper are any indication, most of
the tv homes watching a rerun will
be seeing it for the first time. Topper
reruns are being shown for the 1955-
56 season on ABC TV, Monday nights,
7:30-8:00. I The show had been run-
ning first run on CBS TV Fridav
nights.) At present Standard Brands
is sponsoring the show on alternate
weeks.
ABC researchers calculate that the
chances of an average tv home seeing
this coming season a Topper show
that it had seen during the 1953-54
season are one out of 32, assuming
the show gets an average rating of 20.
If the average rating this coming sea-
son is 25.9, the chances are one out
of 24.
When the odds are narrowed to
those homes likely to be tuned to a
typical 1955-56 Topper repeat tele-
cast, the figures are as follows: The
chances are one in six that the home
viewing a repeat had seen it during
th 1954-55 season I assuming an av-
erage rating of 20 for the repeats)
and one out of four if the rating av-
erage comes to 25.9.
In other words, according to ABC.
the odds are about five to one that a
tv home viewing a Topper episode
this season will be seeing it for the
first time.
One of the reasons for these odds
is the fact that new tv homes are ap-
pearing constantly. It is estimated that
36' < of all tv homes in January, 1956,
did not have a t\ set two years pre-
viouslv and. hence, were unable to see
am Topper telecast. Of course, in the
case of most shows, most of the homes
with tv sets do not watch a particu-
lar episode. That is, most shows get
ratings under 50.
Employee promotion: Most em-
ployees of large companies using spot
tv film don't know (1) the name of
the show, (2) the time it's on the air
or (3) the channel on which it's
shown.
This has been brought out in a
series of surveys by the Ziv Tv Re-
search Dept. It was discovered that
between 50 and 70% of employees
were not aware of this information.
In the belief that the success of an
advertising campaign is partly depend-
ent on a company's employees' aware-
ness of what it's all about, Ziv has
brought out a special "Enthuse Kit"
for employee promotion in connection
with all future film show sales. The
company states the kit was first tested
out with Science Fiction Theatre, now
placed in well over 150 markets, and
has been used for more than a month
with Highway Patrol, newest Ziv tv
property.
The kit embodies suggestions and
ideas on four levels:
1. Executive level: suggested mem-
os, plans for previews and staff meet-
ings to brief corporate brass on details
of the show and its advertising.
2. Salesman-dealer level: suggested
mailings, telegrams, "citation'' tickets
and the like to acquaint salesmen and
dealers with the program series.
3. Office-factory worker level: Sug-
gested cafeteria streamers, public ad-
dress announcements, letters to em-
ployees, postage meter designs, pay-
roll enclosures to generate interest
among employees and word-of-mouth
advertising to friends of employees of
the company.
4. Follow-up: Additional ideas for
house organ publicity, contests, meet-
ings of employees, coordination with
local tv stations are outlined. * * *
58
SPONSOR
BIG ONES
for little ones . . .
Tou have a problem? Want to
demonstrate how something tiny
works? Want to bring something
enormous into the studio before the
TV camera? Your answer is. . .Film —
for shows that fell all about
everything, without change or "fluff,''
day after day, on or off network.
What s more, it's easy, economical to
USE EASTMAN FILM.
For complete information, write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, NY
East Coast Division
342 Madison Avenue
New York 17. NY.
Midwest Division
1 37 North Wabash Avenue
Chicago 2, Illinois
AND BE SURE to
_
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, California
or W. J. GERMAN, INC.
Agents for the sole and distribution of Eastman
Professional Motion Picture Films
Fort Lee, N. J.; Chicago. III., Hollywood, Calif.
COLOR . . . You II be needing it soon
Ill Yf» promotes auto advertisers with free ear offer
To |)romote some of its adver-
tisers in conjunction with the annual
picnic of the Dayton Retail Merchants,
WII\C whipped up a novel hole-in-one
contest. The station offered a $3,000
new (ai to the first person to get a
hole-in-one on any of the three three-
par holes. All of the auto dealers
who advertise on WING were offered
an opportunity to have one of their
cars on display for the winner to pick.
When the picnic day arrived, 10
brand-new cars were drawn up with
WING signs on them awaiting the
winner's choice. The models included
Ford, Chevrolet, Oldsmobile, Mercury,
Buick, Studebaker and Packard.
Signs were posted throughout the
picnic area telling of the opportunity
h.11 1 \ uranium stock grows
2,000% since its delivery
When Denver's ABC TV affiliate,
KBTV, sent uranium stock certificates
out to admen recently it did not
expect to enrich the recipients with
much more than information about
its new fall lineup. But 25.000
shares of penny stock given away are
now worth 20c a share.
The first 10 shares went to Alfred
R. Beckman, ABC TV's director of
station relations. In the photo below
Beckman, right, is shown receiving his
slock certificates from KBTV's general
manager. Joe Herold. KBTV didn't
mention whether Herold's look of plea-
sure was due to the fall schedule or
the stock. • • •
to win a car. The station personnel
who attended all wore "hole-in-one"
pins, and good-looking young gals
were guards at each of the qualifying
greens to certify the winner.
Although there was no winner, the
station felt that the promotion was a
success from the amount of favorable
interest it aroused both among the pic-
nickers and dealers who participated.
The idea for the promotion was
evolved to take the place of the cus-
tomary door prize WING had been
contributing. After the success of this
year's picnic attraction, station officials
indicated that they would be inter-
ested in another off-beat promotion for
next year and hope to receive a similar
response from the public. * * *
$64,000 Question tvinner
to star in own ttew show
The $64,000 Question has not only
captured a large share of the audience
in its own time segment, but now it
has given birth to another show. One
contestant who appeared on the show
as an amateur expert in the Bible is
going to have her own tv show. Mrs.
KBTV s fast-growing uranium stock is issued
Catherine Kreitzer took $32,000 as her
reward for her knowledge of biblical
subjects, and in so doing captured the
imagination of the viewing audience.
Now under the joint guidance of Mon-
umental Films and ERB Productions,
both of Baltimore, she will be the star
of her own tv and radio show called
The Bible and Mrs. Kreitzer.
General format of the five-minute
show will be Mrs. Kreitzer reading her
favorite passages from the Bible. The
shows are to be syndicated by Monu-
mental to radio and tv stations
throughout the country. • * *
Bavarian Brewing starts
heavy tv film campaign
A tv film campaign totaling 14
weekly half hours in four markets has
been launched bv Bavarian Brewing
Co. This buv of five NBC Film Di-
vision shows in Cincinnati, Columbus,
Dayton and Zanesville is said to be one
of the most intensive regional advertis-
ing campaigns in brewing history.
Properties involved include Victory
at Sea; Steve Donovan, Western Mar-
shal; His Honor, Homer Bell; The
Adventures of the Falcon. * * *
Briefly . . .
When WRCA, New York, an-
nounced The Bill Cullen Show, it
had an edition of the New York Jour-
nal-American printed with a replated
front page all about Cullen and the
show. Some 1.800 issues were run off.
The effect was probably startling for
some people, as the paper's style was
followed exactly down to the red
"fudge headline" reading "WRCA
Finds Morning Man." Needless to say,
the Journal-American is one of the
sponsors of The Bill Cullen Show. The
issue was the brain child of Max E.
Buck, director of advertising, promo-
tion and merchandising for WRCA.
and Sumner Collins, promotion direc-
tor of the paper.
* * *
Hedges Pontiac Indianapolis, pla\ed
host to a flagpole sitter for a month
recently and managed to attract a lot
of attention to its used car lot in the
HEDC6S
SPltOWAY LOT
SED CARS
9
Ann Wagner talks by phone to pole sitter
process. Flagpole sitter Curt King
clammered up to his perch above the
lot in August as radio station \\ FBM.
covered his ascent with a broadcast
directly from the scene.
For three days Make Mine Music
was broadcast from the lot. with disk
jockey Ann Wagner describing the
situation. Three times a week during
Kings record attempt. Monday.
Wednesday and Friday, a five-minute
recorded phone interview with him
was aired at 4:45 p.m. This segment
of Make Mine Music was used because
it marked the time that King went up.
I Please turn to page 65 I
60
SPONSOR
The ( V\*x<ric
£vcc is not for
sale..
'
<* 4 ... *
s •
+
1 u z>*
4
i
1,
.•»
■M
***
f
»
1
%i
>
t
\
The (/Vi^orvc £vcc is a
program which re-creates the fairy
stories loved through the ages.
In presenting it, WDSU-TV render
real service to a large
IK. New Orleans audience
(Latest Pulse Rating: 25)
r
r>
<
*
pet*
» , » • L
:
i
;ft
*t
» »
\
The 3w Orleans TV audience has shown
by its w m response that WDSU-TV's unsponsored
p Dgrams not only fulfill a station's public
responsibility, but satisfy a public need.
That is why the (/W^xa'Cc £vec
is not for sale.
ROUND-UP
i ( iiniuiiirtl from page 60)
I he interest in the flagpole Bitter
drew listeners t" tli<' lot, «ln> while
there bought man) used • ars. I Iven
after Kinu climbed ba< k (■> the ground,
people remembered the l"i and thai is
what Hedges wanted them to do.
During the recent anti-Peron revolt
that resulted in t h<- ousting ol t li«-
\ i ;entine dictatoi . KM I. San \n-
tonio, jioi a phone call through to 1 1 1 « -
I nited States Consul in Buenos Vires,
recorded In- description ol the rebels
tank attack, and aired it along with
news of Texans in the < iu on business.
The station scored a beat with the
on-the-spot voice report, it Bays, though
the wire services later got the account
of the Buocessful junta lank attack.
* * •
Ground the country cue of the ways
in which Negro radio stations build
the loyalty of their audiences is
iliroiiuli beauty contests like 1 1 1 i — one,
in-ill recently at WMIO. New Orleans.
Winner, dubbed Miss \\ MRY, isshown
\sh\\ two runners-up.
* * »
When Lee Jahncke visited Seattle on
a tour of \P'<: affiliated station-. KING
helped him celebrate his 13rd birthday.
Singing "Happy Birthday" to Vice
President and Assistant to the Presi-
dent Jahncke are. left to riiiht: Mel
Anderson, director of promotion and
publicit) for klNC: Bill Jalin. t\ edi-
tor of the Seattle Post-Intelligencer;
Harvey Long, editor of the Pacific
i Please turn to page 1 1") i
17 OCTOBER 1955
65
Rockford, Illinois4
1st in FOOD SALES in
Illinois
(except Chicago)
2nd largest machine
tool center
IN THE NATION
WROK
is the ONLY STATION
in this $809 million market
OFFERING LOCAL SPORTS
COVERAGE
"10th Annual Consumer Analysis Survey
(Continued from ]>age 11)
and more attention-holding value than what appears before
ns these days.
Color itself, while startling and lovely and a tremendous
sales plus (the cars recently shown were gorgeous), is also
a bear to work with. Unless extreme skill is used, back-
grounds submerge the important close-up elements. Distrac-
tions are common. And the biggest of these, as it will be for
a long time, is the very wonder of color per se.
Integration too is a big problem in these participations.
Complete lack of integration puts the advertiser in the cla»
of a spot buyer, not that there is anything unsound about
being a buyer of spots since many successes have been
attained via chainbreaks and minutes and I.D.'s. But in this
case the products sponsored must bear sizable talent costs;
also they have available to them, unlike the spot-user, a
segment of a show. This does or should permit some copy
flexibility which can be used in some manner to make that
copy a part of the program rather than apart from it.
One of the simplest techniques of integration, far from
complete, however, is the lead-in delivered live by a narrator
or announcer who comes on laughing at the joke or with
some verbal reference to the show-portion which immedi-
ately preceded the commercial. Unfortunately, the same gent,
wearing the same grin, usually follows each product par-
ticipating in the program; furthermore, The Human Tran-
sition has no real part in the program so the integration
is to a degree contrived.
Smoother, but more difficult to achieve, is the commercial
lead-in that takes some show element and warps it to the
copy (with no loss of commercial time). This technique
adds relevance to the commercial copy and interest for the
viewer, assuming, of course, these lead-ins are plausible.
But it also means no filmed copy (unless the films are altered
each time they are projected).
There are dozens of other methods of integration, each
of which requires effort, ingenuity, and perhaps money. All.
however, are well worth it. Ask Gallup-Robinson, Schwerin
or anyone. Even your wife.
• • •
66
SPONSOR
How adequate
louse monitoring can
HtLP YOU sal
-wi
fHEN a client visits your office, are you able to punch up any on-air signal . . .
color or monochrome ... on the channel selector of your nearest TV
eiver? Or, are you limited when it comes to station monitoring? Wouldn't it
ii a selling aid" to be able to go to your channel selector and receive:
a. \n\ rehearsal . . . live program . . . preview of sponsor's film
Ii. Any on-air show . . . from studio . . . from transmitter
c. Other local stations' off-air signals . . .
sales plus in the
ales Manager's office
ith a modern RCA ^iiiiial distribution
stem \i'U can flip the switch and bring in
utmrr your customer requests. Handles
I studios in rehearsal, on-air signal, or am
• j| station. Up to seven channels are avail-
tailored to your own special require-
• ill- . . . for monochrome and color.
ow the house
monitoring system works
CtJ and remote signals (audio and video)
e fed to a closed circuit transmitter of the
outran type. \n RCA monitran handles
CtJ Bignals — one monitran i< used for
'.'Ii signal.
lie output of the monitran is then fed to an
1" amplifier. Off-air signals go directly to
ie input of the amplifier. Ml signals are
a via a -ingle coax cable to an\ standard
\ receiver. In the RCAsy- tern, the receiver
eed not be "jeeped." No expensive video
lonitors are required since standard
ceivers are used.
Fully rated for color
\\ hether for color or monochrome you'll
find the RCA house distribution system —
low in cost, easy to install and operate,
and fully satisfactory for picture quality.
Your RCA Broadcast Sales representative
will be glad to advise you on the equipment
be-l -uiled to vour needs.
SEVEN PICTURE SOURCES TO ANY LOCATION
VIA A SINGLE CABLE
FROM YOUR STUDIO
"OFF-AIR"
Studio 'A1
Program
Studio 'B'
Rehearsal
Network
Show
Film
Preview
Your Local Local
"Off-Air" Station 'B' Station 'C
Signal
Station Mgr's.
Office
Ask.
the W
inee'
~he
k„o»s
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION • CAMDEN, N.J.
In Canada: RCA VICTOR Company limited, Montreal
He walks
and runs well wherever he goes !
J
MuTTl Hi
M 3^^?^s®^fe^-
rs.
l
I
The Whistler is death on criminals . . .
but he breathes new life into television
programming wherever he's scheduled.
Evidence? Here's how this syndicated
series is doing in representative markets
around the country . . .
SAN FRANCISCO: Wednesday 10:30 pm.
Sponsored by Signal Oil and White King
Soap. It's the highest-rated show in its
time period — with virtually twice the
audience of competing programs on all
other television stations combined !
DETROIT: Friday 10:30 pm. Sponsored
by Household Finance Corporation.
Highest-rated show in its time period!
BOSTON: Saturday 11:05 pm. Sponsored by
Block Drug. Tops in the time period!
TULSA: Thursday 9:30 pm. Sponsored by
Safeway Stores. Tops in the time period!
PORTLAND, OREGON: Sunday 9:30 pm.
Signal Oil. Tops in the time period — with
more audience than competing programs
on the other two stations combined!
And so it goes. For The Whistler is one
of the most successful film series in all
television. Suggest you contact us and see
whether it's available in your area.
CBS TELEVISION FILM SALES, INC.
New York, Chicago, Los Angeles, Detroit,
San Francisco, St. Louis, Dallas, Atlanta, Boston.
In Canada: S. W. Caldwell, Ltd., Toronto
Source: ARB. latest report*
ZZ^^m^
~*
Ik'SM
a forum on questions of current interest
to air advertisers and their agencies
How vtt 11 advertisers mtthe the most effective use
of elosed-eireuit telecasts
Richard H. Depew
Television Operations Manager,
ABCTV
UTILIZE ITS UNIQLEISESS
• With the ever-increasing expan-
sion of advertising and the tremendous
impact and growth of television, it
seems only practical for the advertiser
to turn the medium to his own internal
use. More and more meetings, con-
ferences and liaison are necessary for
the advertiser to keep both himself
and his far-flung representatives
abreast of what's going on. Old fash-
ioned meetings and get-togethers result
in high costs for travel, entertainment
and the ever-present detail work. Prob-
ably of greater importance is the loss-
of-time element
In this age of television and inven-
tiveness there must be an easier way.
Indeed there is.
Today the advertiser has closed-
circuit television, a money saver and
a time saver. Take a look at the ad-
vantages:
1. Selected, pin-pointed audience.
2. Can have more than one point
of origination.
3. Immediate audience reaction by
audio and video, if desired.
4. Information is fresh and first-
hand.
70
5. Viewing facilities can be tailor-
made, as conservative or lavish as re-
quired.
6. The program content may be
preserved on film for reference and
further use.
7. Audience impact, created by the
immediacy and presence of the tv
screen.
8. Lower per- viewer cost than the
old-fashioned conference involving
travel and subsequent time loss.
9. Arrangements and details form-
erly handled by the advertiser can be
made by closed circuit personnel.
These are the facts. The advertiser
can best use closed-circuit television
by merelv turning his attention to it.
Peter J. Smith
Manager. TeleSales
\ BC
COLOR INCREASES REALISM
• Because of the nature and pur-
pose of closed-circuit telecasts, there
can be no hard and fast rules as to
how one can be more or less effective
than the next. An advertiser who
recognizes that a closed-circuit tele-
cast is uniquely "his own," and that
each closed-circuit should be tailor-
made to his own merchandising goals
will at least be starting properly.
However, regardless of all other
considerations, the show is the thing,
and showmanship should be a com-
pelling factor in any closed-circuit
plans. Whether the advertiser is in-
troducing to his dealers a new line
of cars, announcing to his entire dis-
tributive organization the new tele-
vision show he has just purchased, or
even holding his regular sales meeting,
his manner of presenting should
complement and take full advantage of
the most exciting and dramatic of the
communications arts.
Today the most exciting closed-cir-
cuit telecasts are those done in color.
Not only does the attraction of color
television insure the high pitched en-
thusiasm of the viewers, but the re-
sultant trade "talk," the prestige factor
of utilizing the ultimate — all have
proven to be more than worth the
comparatively slight extra cost of color.
Color, besides bringing a new life
and dimension to the tv screen, always
draws the plaudits when products are
shown. And because the association of
the tv picture of the product with the
"real McCoy'' is one of the most im-
portant factors in the advertising busi-
ness, color tv becomes increasingly
more important. A closed circuit in
color gives the advertiser, perhaps for
the first time, a chance to gain in-
\aluable knowledge of color.
At NBC, the TeleSales Department
was organized to implement Pat
Weaver's and Bob Sarnoff's philosophy
that it should become the networks
aim to aid the client in completing
his advertising and sales program by
making available to him all the great
resources of NBC to maximize the
merchandising possibilities of his tele-
vision sponsorship. Aside from the
technical-facilities advantage of NBC,
the client is able to draw on the talent
and producing wealth of the experi-
enced NBC staff.
SPONSOR
( Common sense di'( rees thai multi-
million dollar consume] advertising
campaigns incorporate pre-orientation
of wholesalers, jobbers and dealers to
insure their maximum cooperation.
Similarly, since modern advertising
campaigns break simultaneously
throughout the nation, the\ cannol
tolerate antiquated, Blower techniques
thai require many months to introduce
new products to dealer-' shelves.
Ol course the personal contact
achieved hy route salesmen is valu-
able, it slow. How much more valu-
able is the personal contact between
idling agents and a company's presi-
dent, -ales and advertising managers
and other top executives that closed-
circuit large-screen telecasts can
achieve dramatically, authentically,
simultaneously in cities all over the
country ?
( losed-circuit t\ is todaj serving
national advertisers in e\er\ brand
category, helping them to introduce
new products, kick off a new i\ or radio
show, or establish new polic\. Yord
and Chrysler have used Bos Office
Television for national sale- meetings
ind contest inaugurals in a- mam as
39 cities. Kaiser-Willys introduced
new models simultaneously to all its
dealers. Dow Chemical, Pontiac and
mam. main other national network
advertisers killed off expensive t\
Bhows with closed-circuit telecasts cal-
culated to arouse dealer enthusiasm
and cooperation.
Pan American \irwa\s briefed in-
dependent travel agents with detail- of
new foreign travel plans. Wvdli
Pharmaceutical Lahoratories told phy-
sicians details of a new drug prepara-
i Please turn to page 112i
IN HOUSTON
FOR OVER SEVEN YEARS THE LEADING
INDEPENDENT RADIO STATIOIS
IN HOISTON HAS BEEN . . .
K-NUZ
V LOWEST COST PER 1000
V FIRST IN PERSONALITIES
V FIRST IN NEWS
V LEADS ALL LOCAL STATIONS IN RATINGS ALL
THE TIME . . . MOST NETWORK STATIONS, TOO.
N AT L
IN HO
REP :
USTON
t-orjix- i\l- ( ompanj
Dave Morri- • J tckson 3-2581
17 OCTOBER 1955
71
around
thg^ clock
WLOL
IS THE HOTTEST
STATION IN
THE NORTHWEST!
Whether it's five after five in
the evening, or it's quarter
to three in the early morn . . .
Twin Citians always get the
best in Music, News and
Sports from WLOL.
The "1330 Habit" is really
goin' strong right around the
clock. WLOL leads all
independent stations and three
networks in Day and Night
Pulse ratings. . . Take the
time now to buy WLOL for
one of your important clients.
THE TOPPER IN
INDEPENDENT RADIO
MINNEAPOLIS -ST. PAUL
1330 on the dial — 5000 watts
LARRY BENTSON, Pres.
Wayne "Red" Williams, Mgr.
Joe Floyd, Vice Pres.
Represented by AM Radio Sales
^Continued from page 28)
attending committee meetings regularly, and laboring lightly
on the paper. What this little activity has done is to bring
home to me anew that things haven't changed much since
the days when a nice older fellow named Leslie Anderson
hired me for The Billboard.
Anderson and a handful of other guys did all of the work
in the Association of Advertising Men, and. similarly, Bob
Burton and a handful of other guys, year after year, do all
the work in the RTES. Anderson and Burton and the guy>
who were working for the AAM then and the RTES now
were and are just as busy as you and I, but they find time
to do a little extra in the way of working in industry organi-
zations, a substantial part of whose purpose is to help young-
er and newer people get into, and progress in, the industry.
In the RTES, for example, there are three separate com-
mittees doing a really fine job of helping younger people
in the industry. The first is the Listening Post (see "The
industry's personnel pool," sponsor 19 September 1955.
page 42) chairman of which is Roger Pryor. But to repeat
or re-emphasize here, the simple task of the Listening Post,
and one on which Pryor and his committeemen spend hun-
dreds of hours, is to help people (particularly younger
people) in the industry to get jobs.
A second activity of the RTES is the Radio-Television
Seminars. Here a group headed by Frank Pellegrin of H-R
Representatives, Inc. and Mary McKenna of \^ NEW, run
season-long timebuying and selling seminars. This com-
mittee didn't feel it had done enough work last year with a
single course, so this year they've split the operation up into
two seminars, one a basic course, and the second an advanced
course on these complex phases of our business. Each of
the courses runs eight week-. Many a young man and lady
will derive benefits from these seminars that will help their
careers immeasurably.
A third operation of the RTES is the Radio-Tv Workshop
headed up by Don McClure. Always one of the industry's
hardest workers. Don has built the workshops into one of the
finest sources for practical knowledge of current industry
problems any group has yet devised. The workshops last
season were attended by an average of 100 people per meet-
ing, and there's little doubt that this year's workshops will
break all previous record-.
• • •
72
SPONSOR
LOUD
& CLEAR
OTCD
from Gulf To Ocean • Gainesville To Okeechobee
THE COMMENTS BELOW ARE TAKEN FROM THOUSANDS OF LETTERS RE-
CEIVED AT OUR STUDIOS DURING OUR FIRST TWO WEEKS OF OPERATION.
< Names and addresses furnished upon request.)
Bradenton
"Heard your station Saturday and enjoyed it very much"
Wis. S. I). S.
Sarasota
"Like roar news and choice of anisic." Mrs. M. \.
Titusville
"('onics in good h ere." \Ir>. C. C.
Tarpon Springs
") our signal strong. Heard you on auto radio — no jading. \ . C.
St. Petersburg
") oar friendh station first on the dial. It is clear and powerful." I.D.
Hollywood
"Heard your station with good volume" Mr-. W. G. S.
Tampa
") "// have a terrific signal in Tampa." V. Y |{.
Orlando
■") our announcers are exceptionally good." Mrs. I'.. \. \\ .
Cocoa
"Reception is good and enjoyed morning news. ' P. <i. S.
Culfport
*'/ cry good reception." \\r<. J. F. C.
Included in our mail up-to-date are letters from 7 97 (owns and cities in Florida,
os well as Atlanta and Thomasville, Georgia, and Gulfport, Mississippi.
10,000 WATTS
540 KILOCYCLES
17 OCTOBER 1955
W°GTO
II V 1 \ I - i li K FLA.
P II () N E (> - 2 6 2 I
owned and operated
hvhWk. s/. Louis, Missouri
Represented by
WEED & COMPANY
73
Pioneer Station Representatives Since 1932
REE &
R
ETERS, INC. 2vr„1
NEW YORK
venue
2700
CHICAGO
230 N. Michigan Ave.
Franklin 2-6373
74
SPONSOR
and we can tell you why
If you really want more business and will tell us a few
basic facts about your sales policy, distribution,
and sales objectives, we will research your industry,
competitive sales strategy and media patterns. If
our study shows promise of greater impact, economy and
RESULTS through Spot Radio, we will submit campaign
ideas and budgets. You then decide for yourself.
Product and media research is one of the many
services we offer to advertisers and their agencies.
Please call or write us today.
EAST, SOUTHEAST
WBZ+WBZA
WGR
WWJ
K."W
KDKA
WFBL
Boston Springfield sijhmi
Buffalo 5,000
Detroit 5*000
Philadelphia 50,000
Pittsburgh 50,000
Syracuse 5,000
wese
Charleston, S.
c.
S.ooo
WIST
Charlotte
S,(
WIS
Columhi.i. S
c.
5,000
WPTF
Raleigh — Dur
ham
50,000
WDBJ
Roanoke
S.OIMI
MIDWEST, SOUTHWEST
WHO
Des Monies
woe
Davenport
5,
WDSM
Duluth — Superior
5,000
\\ DAY
Fargo
5,000
WOWO
1 I >rt \\"a\ ne
50,000
WIRE
Indianapolis
5,000
KMBC-KIRM
Kansas City
5, '
KFAB
Omaha
SO.!
\\ MBD
Peoria
S.I
KFDM
KRIS
\\ BAP
Kl NS
MOUNTAIN AND WEST
KBOI
KVOD
KGMB-KHBC
Kl X
KIRO
Beaumont
Corpus Christi
It Worth— Dallas
San Antonio
:
Denver
Honolulu
Portland
Seattle
H.I..
%
DETROIT
Penobscot BIdg.
Woodward 1-4255
ATLANTA
Glenn BIdg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
Fortune $349
HOLLYWOOD
633/ Hollywood BUd.
Hollywood 9-2151
S \N IK WCISCO
Russ Building
Sutter 1-3798
17 OCTOBER 1955
75
KNAK's "Uncle" Will Wright
Will conducts 2 shows daily. "Original
Old Corral," oldest western show on
the radio in the Intermountain area.
5 to 7 a.m. Western music. Max. share
of audience 46.1. "Wright side of the
day" 7 to 9 a.m. Popular music. Max.
share of audience 31.5.
AVAILABILITIES MON. THRU SAT.
MUSIC
NEWS
SPORTS
24 HOURS A DAY
NOW GRANTED
5000 WATTS
LOWEST COST
Per Listener in
SALT LAKE CITY
(Hooper Feb. 1955 12 noon to 6 p.m.)
Reptesented Nationally by
FORJOE & CO., INC.
Sec: What spot did for Old Spice shave
lotion
Issue: 6 October 1932, page 40
V||l» ■<>!•< * Spot radio and tv use made Old
' * Spice lotion largest seller
Shulton's Old Spice Clipper Ship has sailed out of the shallows
of 1951 and 1952 when its radio and tv budget sounded a depth
of onl) $300,000 and $350,000 respectively. Today the Clipper ship
is in waters sounding $1.3 million annualK : $300,000 to spot radio
and SI million to spot tv, according to trade estimates.
The campaign that Shulton runs today in 30 tv and 36 radio
markets differs in size too from the campaign it ran three years ago.
In 1952 one-minute tv commercials were used in 20 markets and
radio announcements in 70 market to plug the line, especially the
lotion. In 1955 30 markets are covered via tv announcements in
one-minute and 20-second lengths, 20 markets are covered with a
half-hour s\ ndicated film show, and 76 radio markets get announce-
ment schedules, though only 10 on a 52-week basis
Shulton carries the UM&M film series Paris Precinct in 20 markets
on a 13-week spring and fall schedule, taking a 12-week hiatus in
the summer. Other campaigns run from time to time during
the year in both radio and tv to plug special events and boost prod-
ucts at special times. Examples are the spring and summer week-
end radio saturation pushes given to Bronze Tan. a sun tan lotion:
the special gift package promotion for Father's Dav and Christmas
sales; the April promotion for Old Spice Stick deodorant.
The extent to which these special promotions have been effective
when tied to the regular advertising program is readilv seen in the
case of the stick deodorant. First promoted a year-and-a-half ago.
it is now the company's number two seller. Shulton also has a
leading after-shave lotion in the industry.
Media Director Joe Knap Jr. of Shulton's agency, The Wesley
Associates, states Old Spice's change-over from strictly morning
use of radio to a combination of minutes in morning and late after-
noon is based on a realization that men are more likelv to take the
time to buy the product when they are not caught in the rush on
their way to work. Tv time is bought in both one-minute and 20-
second segments.
seet Timebuying Basics
Issue: 11 July 1955, page 209
V.|l»ior»i» Summary of the 13 RTES
SUlljlH.li Timebuying seminars
The second annual Radio & Television Executives Society Time-
buying and Selling Seminar will open in New York on 18 October.
The aim of this year's series is the same as the first one: to reduce
the confusion existing between the buyers and sellers of time and
to give them both knowledge of the basic tools which they have
to work with.
This year the lectures will take the form of two series of eight
lectures each: last year there was one 13-week series. All lectures
will be held at the Old Brewhouse Restaurant in New York.
Reason for the two series is to provide one of a more basic
nature and another with more advanced courses in such subjects
as color tv, specialized uses of radio, trends of timebuying and the
like for the more experienced members of the industry .
Last year's seminar was condensed in the Fall Facts Basics issue
and the 40,000-word, edited text of the talks has been published as
a book by Sponsor Services Inc. (price: $2.00). * * *
76
SPONSOR
Look like EVERYBODY watches
TV s TOP TAMILY PROGRAM
"For the past three months
OZARK JUBILEE has led
all other programs in
viewers per set with a
decisive 3 40 (ARB, May,
June, July 1955) No
other program in tele-
vision attracts a more
even percentage of men,
(31%), women, (38%),
children, (31%), than
the OZARK JUBILEE!
RED FOLEY
with other top country-music artists
^^^ZARK JUBILEE, with it's informal format, is a relaxing kind of program . . .
enjoyable to look at . . . easy to listen to. That's the secret of its phenomenal success.
Headed by Red Foley, a star who has stayed at the top in his field for over
14 years . . . augmented by a versatile regular cast and visited weekly by some
of the biggest names in the business . . . the OZARK JUBILEE presents a per-
fect balance of country music, comedy and variety that Increasing millions
of people watch and enjoy each Saturday night.
There's no getting around it, the OZARK JUBILEE has "caught on" . . . not
only in smaller towns and rural areas where you would expect it . . . but in
cities, too. Tulsa, for instance, with a recent local ARB rating of 26.0; Minne-
apolis, 13.8; Denver, 23.6; Washington, 15.0; Atlanta, 17.2 and Fresno, 22.3.
Twenty metropolitan areas averaged 19.6.
Late Nielsen gives Ozark Jubilee 13.6 national rating . . . 23.6 share of audience.
Ask your ABC-TV Representative for full particulars.
I a Crossroads TV
production
SPRINGFIELD, MISSOURI
17 OCTOBER 1955
TELEVISION NETWORK
77
Jacksonville. Florida ... a City whose
metropolitan area now has 363,000
residents. A city that has become
the insurance center of the southeast;
the industrial, financial and distribu-
tion capital of a vast southeastern
area. Jacksonville has grown.
WJHP-TV
has grown too!
MORE . . . Spot Sales
MORE
. Conversions
MORE
. Satisfied
Clients
MORE
. Happy
Viewers
MORE
. Quality
Programing
NBC AFFILIATE ABC
WJHP-TV
Channel 36
JACKSONVILLE, FLORIDA
agency profile
William PJtfKg Smith
V.p. in charge of radio-tv
Charles W. Hoyt, New York
When it comes to putting animals on tv, Bill Smith. Charles W.
Hoyt v.p. in charge of radio-tv. wishes he could forget the evening
that made him a full-fledged expert. It was last spring, right in the
midst of Kentucky Club Tobacco's annual contest which promised
an honest-to-goodness live racehorse to the contest winner. This
same horse was appearing on Steve Allen's show in conjunction with
the contest announcements, and here's how Bill tells the story:
"Well,'" says he, "we wanted to get the horse on from the side
entrance during the last possible minute because we were afraid
he'd get nervous, but Steve wanted him there early, and apparently
the horse did have a nervous reaction, because while I watched on
my tv set, the close-ups on the horse were getting tighter and tighter,
and finally the horse just grinned into the camera with a very
benign, thoroughly relieved expression and the audience roared."
Anyway the contest pulled well for Kentucky Club, and the firm
has already bought its racehorse for next year, as well as time for a
six-week campaign this fall on the Steve Allen show.
Bill Smith, whose agency radio-tv men have been with Hoyt
for an average of seven years or more, has seen the air media
billings grow rather spectacularly from $300,000 three years ago,
to $700,000 in 1953, to $1.2 million in 1954 to a guestimated S2
million this year. "Out of a total $9 million in thoroughly diversi-
fied accounts," he says, "we figure that's fairly nice going."
Bill has his own pet theory about wise uses of the tv medium.
"If a sponsor has millions to play with, he can do well either with
a snow job (saturation announcements) or by sponsoring a show
of his own. But if you're dealing with the smaller fellow, we feel
that you often do best with participations in top-talent shows like
Garroway and Allen. That way you're getting personality identi-
fication virtually for announcement cost."
A versatile showman even when not engaged in agenc) -tv ef-
forts, Bill Smith has had paintings hung on 57th Street and at the
Provincetown Art Association. He sums up his life thus:
"Born in New York City. Went to school there. Never left the
island, except to go back and forth to Europe with my father.
Consider my age and salary my own private business. Will show
scripts and paintings upon request."" * * *
78
SPONSOR
Philadelphia's
Sunday Best!
Ever since August 14th, when WPTZ introduced "Silver Screen
Theatre," more and more people are going to WPTZ for the finest
full-length feature films ever seen on television in Philadelphia!
Films like "Algiers," with Charles Boyer and Hedy Lamarr
"Pardon My French," with Paul Henreid and Merle Oberon.
At 6:30 on Sunday evening it's a family time and a family
audience . . . two-thirds adults, one-third children and teen-
agers, an amazing three viewers per set!
Commercials are carefully integrated, so that even a one-
minute participation rates a big payoff. "Silver Screen Theatre"
is Philadelphia's "Sunday best" in entertainment . . . Sunda)
best in advertising value. Get the complete scoop from Alexander
W. Dannenbaum, Jr., WPTZ Sales Manager, at LOcust 4-5500.
or Eldon Campbell, WBC National Sales Manager, MUrray
Hill 7-0808, New York.
WPTZ
Firs! in Television
in Philadelphia
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON WB7*WBZA
PHILADELPHIA — KYW
PITTSBURGH KDKA
FORT WAYNE WOWO
PORTLAND KEX
TELEVISION
BOSTON WBZ-TV
PHILADELPHIA -WPTZ
PITTSBURGH KDKA-TV
SAN FRANCISCO— KPIX
KPIX REPRESENTED BY THE K*T2 AGENCY. INC
ALL OTHER WBC STATIONS REPRESENTED BY FREE A PETERS
No selling campaign is complete without the WBC stations
17 OCTOBER 1955
79
AROUND FARGC
irs WDAY-T1
BY A COUNTRY MILI
HOOPER TELEVISION AUDIENCE INDEX
Fargo, N. D. - Moorhead\ Minn. — Nov., 1954
AFTERNOON (Mon. thru Fri.)
1 2 noon — 5 p.m.
TV-SETS-
In-Use
Share of
Television Audience
WDAY-TV Station B
28
86
14
5 p.m. — 6:30 p.m.
48
88
13
EVENING (Sun. thru Sat.)
6 p.m. — 12 midnight
65
85*
17»
(^Adjusted to compensate for fact stations
were not telecasting all hours)
.TaRGO-MOORHEAD Hoopers prove I
WDAY-TV outruns all television competifc
by a comfortable country mile. Day and n h
WDAY-TV gets 5 to 6 times as many Urt
politan Fargo viewers as the next statm'
Look at the TV sets-in-use — 65% at ni K
With the next nearest stations 50, 185 ■
200 miles away, you can be sure WDA"bl)
is amazingly popular throughout the hea W
saturated Red River Valley. Let Free & P
give you the whole story — it's really sIe
thing!
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
41p-
FREE & PETERS, INC., Exclusive National Represen
Nighttime 17 October 1955
SUNDAY
TV COMPARAGRAPH OF NETWORK PROGRAMS
WEDNESDAY
Nighttime 17 October 1955
foiM to help yttu nne ffll* churl
Sell, in 5-
-.r Ifi tl.ttof
I. urtuully (
participation I
I. Ornu ent par
ittlliini. Segment* are bvuIIhiiI. i i-.n i imi.
rhi.p ■nvrliln* from one «hot to an Inlenilre
muflil (iHlbJHU the ilaluiof Hi adftrllieri
Spansorg Vnted alphabetically
Aluminum Co. of Canada, JWT, CBS, Sun 5-
A C. Spork"pluo. Qrother: NBC. Tu 10-lftrao pm;
A mono, Maury, Leo A Minimi! CBS, »II Tu
8S.30 pm; Bal im 10 pm I Osl IS Oct
Amrr. Cluck J> I" S MIC, M s.s ;m pin
Amer. Onlry Ann., CniupuHI-MIll iUC, tilt W
Amer. Oil i
NBC. i
Chark* Anlcll. MIC. M. W. F 10:30-11 a
Armitrono. DBDO, NBC, HI I [0-10:10 i
Ailtt. Prodi.. Grey: NBC. Tu » :30 B pn
T:30-4G pm
Av«», Ii. in. .ti a li..«i. Mic, ^iil ,n.<
H.-U.I Bt«h(p, Si-,'... M-.c \v in i |.
Bordefl C*.. TAR: NBC. Th 8 SO 9 pm;
ni. [■■ n l.-. :i.i ,,„; Nile, m.iv.f m
Brlllo Mfg.. JHT ARC. Th 8-9 30 pm
BrUtal-Myirv TAR CBS. Sun 9 30-10 p
10-10:15 am; M \v 10 isn nm; CB
9:30-10 pm; ABC. To 5:30-5:45 pra
if h agency and time on air
Carter Pfedi.. SSCB: CBS. (It Tu 9-0:30 l
Chef Bny-Ar-Dre. YA-R: CBS, Tu 10:30-15 Bi
Chevrolet. C«uiphell_F." aid: ARC. P 8:30-9 :
CBS. Th 8:30 11:30 ;
Colgnte. Esty. Rat**. Houston: CBS. M-F 11:1
U noon: U. W, V 3-3 JO it.. Rat-s: NT
Sm, t-B pm; NBC TU im {BI M
li: :."■ I' (im; U.uiilun: NBC Ml '■
Continental Bkg . Blip, Mil' \V 5 30.1 pm
Converted Rlrr I . .> Iinrr„i' i'Hs F 10 IS- 11
Corn Prod*. C I. Miller; CBS, W 2-2:15 pm;
10:30-46 am
Darby Fdi , M, > ,„,, Kil.h..,u: ABC. W 7:30-8
DeSote Motor. RR1XI MIC Th 8-8:30 PIT
Dodge, Grant: ABC, Tu 9 930 pm; Sun 10-10
Dcilf Sales. Ajar* CBS, V S4S 3 pm
Dorrmvyer. Jehu Shaw- Sut. NUC. 845-9 pin
Dow Chemical. MacM.IAA: NBC. M W-9:3i> pm;
Sat 5-5:15 pm CHS. Th 10:30-45 am
DuMont Lnbs., direct: DTN. F 7:30-8 pm
DuPont. BBDO: ABC, Tu 0:30-10 pm
Esitman-Kodik, .TOT: NBC, W B-8S0 pm
Emerson Druo. LiX: ABC. all Sun 9-9:30 pm
Faith for Today. Rotkrilll ARC. Sun 1230-1 pm
Fal.taft, DFS:
Fireitonn, Siieenai A; Jimei: ABC. M 8:30-9 pm
Ford. JUT: NBC. Th <■ 30- Hi i.m; K*E: #• 4th
M 8-9:30 pm; et 4th wk CBS. Sm 9:30-11
R. T. Frenoh, JWT: NBC, W 4:30-45 pm
General Cigar, YAR, Nile. S,,i nrtprnuon name
Goneral Dynamic*, M,.ri-y. Unmin & Jotmsluno:
NBC. sun 2 ;,ii-:; ,„„
General Electric. RRDO: CBS Sun (1-9:30 pm:
OBB 111 W [<J 11 ARC. Tu 7:311-8:30 pm
General Foods \AK CHS. 'i 30-10 pin; NBC.
■ ,' - .til M 9 9 :;o ,„„; lull:
■'li- r - r.. Th 10 10:30 pm ; NBC.
3'Arcy: NBO. Tb
CBS. lit P 3:30-45 pm
Curti*. I^ideln: CBS, Tu 2:15-30
i-ManwIlle, JWT: NBC. lit Sim 0-8:30 p
son & Johnson. YAR CBS ^ 30-8 pin
. Johnion. M.AB: NBC all M 9:30 10:80 p
Fink, LAN: CHS, Sun ri-f, fill I
. CAW: ABC. oil Sim 9-9:30 I
Broi,. Mo-E: CBS, M. W 11-11:15 am F
1-,-lu :.<• iiih. S;it 1 30 -J i.r.i. (v. I'M--
W I : " . .:,. inr I1C. Til 10-11
Llbby. JWT: DTN. Th 1:15-2 pm
Llooe-tt A Myerv, i\\\V NBC. Th 0-0
ABC] Tu ;:3h'N:3i)''|.m
Llntoln-Mereury. km. CBS. Sun 8-0 :
Thomw I Llptnn Y.vR CMS " 8:30-1
P. LiMllkird, ■
I I
-1(1 .in
Ludon's, Int., J. ,M Muth.. NUC. F f
Mailnnd, AndotlOTI A Calrni: CliS. W II
MattBl, ABC, alt \V B:80 i;4E pm
Maytag. UcCBoD-Brlckfon: CBS, oil T
Manhattan Soap, SBAW; NBC, T, '
CO.. MrCllll
Kfii>
It, McC-B: ABC. P 7;30-8 i
Nat'l Carbon, 1
Natl Dairy Pr
N- l . lii. Qroy: ,
Norwich Pharm , BAB CBS. Sun 11-11:15
Nowema, SSfAB. Snl NBC. S r,-8:30
Olrt Dutch Clint. Pu \l m. _n> 7 3»-S pm
Oldsmoblla. Broitier: NUC. Jill Sal 9-10:30
Pan-Am Alrwayv JWT NBC. all Sun «-«:
Pnper Mate, FCAB. CBS, S.it 9 15-9:30 |
Parker Pan. Tolliam-l-nlrJ: ARC. cu S 30 0
Put Milk. i;.u.lrnT NBC. Silt 10-10:30 pm;
:»K. 1
: ABC, alt \
CBS.
9-8:30
Pin
: CBS.
:-Th 11:15
I M. •» 1
i «a I p
. . ir NBC » o/
Ponllac, M.MI.va NBC
CHS \V 9-10 urn; all \\K%
Proetar & Gambia. D-F-8, BAB, Blow, Bolro i
Toleo. Ctnnptim CBS, M V 12:30-1 pm ; 1:30
s 30-0 inn; NBC. MP
nitlduui: CBS, alt M
Revlon, BBDO. Norman. Oil* & Kummel: CBS,
pm: CHS 'Th .> « :ID ihii. T i ..ii -i ,,'m . V
9-0:30 Pm
Ronton, Norman, dale 4 Kunimol: CBS. W. F
ABC. Sun T-T-30 pm
:30-10:3O pm; Sat ofler-
RS F PS SO pm
W *:.(0 ■■' pm: CliS M
alt W 0-'i:30 pm; CB8.
JS. Th 8:30-10 pm
CBS. alt F 8:30-15 nm:
ABC. alt W 5:30 -5:43
S.D.S. MfCann-1
Sn-'irt.'!. SSCIV MIC S.it 7:30-8 pm
Staley Mfg.. R.\R: CBS. alt U 10:15-30 tn
Standard Brandt, FUiin' NBC. M 5 50 fl nm
Statt Farm Inc. NLAB. NTIC. F 10:30-11
Sterling Drug, DPS ABC. F 0 .3" I" Pin
Studebakor-PMkard. R*B: ABC. SI 8-8:30 P
Sunbram. Purrln-Paui, NBC. T 8-0 pm
Sweet*. MPi.OI- A 1 l-.-n NBC. Sit 10 30-11
[PlaUfl lum In pane 119)
THE DOMINANT
TV STATION IN A
2 BILLION DOLLAR
MARKET IS WTRF-TV,
WHEELING, WEST VA.
By every accepted standard of audience measurement.
WTRF-TV is the dominant station in the 2 billion dollar
Wheeling-Steubenville market. This important and fast
growing market, called the Ruhr Valley of America, con-
sists of 416,210 families, 1,409,300 people, owning 307,400
television sets, with a combined spendable income of
$1,973,985,000, an average of $4,742 per household.
WTRF-TV, operating on channel 7 with 316.000 watts,
penetrates the Wheeling-Steubenville market with amazing
results. Intelligent programming combined with alert,
aggressive promotion means your budget buys more sales
impact than offered by any competing media. Take a
long, concentrated look at the important Wheeling-
Steubenville market, bearing in mind that WTRF-TV is
the dominant TV station— the BIG selling medium.
ATTENTION FOOD ADVERTISERS
Have you heard about our sensaliona
Mcchond.smg Plan?
Bob Ferguson, VP & Gen. Mgr.
Represented by Hollingbery
NBC Primary— ABC Supplementary
WHEELING, WEST VIRGINIA
Equipped for network color
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
Total
3
properly spaced attempts to
interview in home each family
before including alternate
This month throughout the U.S., 150,000 homes are
being interviewed tor next month's "U.S. Pulse TV"
AND URBAN COVERAGE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
W LOS ANGELES — 63TO WILSIIIRF BOULEVARD — WEBSTH! 1 1411
Daytime 17 October 1955
SUNDAY I MON DAY
333333^ 3 33
interview attempts for
"Not -at -Home's" in sample!
1 original personal interview try
1 revisit to same family, hour later
1 additional revisit, end of 4 hours
Garry Moor*
Brletol-lljere
DCSS 10-10:1!
Brtatl-Hyra.YAR
BOVar I,
ifmul V* hr $3995
& HI) Pett
Hertf, Mm Prods
Hart man
Strlk* It Bleh
Colgate: llhDit:
•In
mitt l
Eaty 3.000
Lady
hlnoV
li.ooo
B-B-T 18300 No
reliable
t le'l S70OO
ItnMtMt Ernli
Ford Shew
Procter ,!i Gamble
Faiu. (or Today.
I1NT "* «• *■!" .
Search for Tom'w
Cmnnt $9,500
Jart Pmr Shaw
Traveler!
PAR- nraffl,
BAB '/, hr $3000
a>ii»i»- PfttmollTi
S2VY T
D nan *n-Ph it Ins
Talk wound
3 ■3:30
Adventure
■till
3:30-4
K.I
lit
Yl
DtQC Am Borne Prodi:
119NY ro-f L
Y&RI'/t hrS2600
Medarn Rom inc.
Mnift-Palmoll'
10ONY ip all d
Pinky Lea
UB> n-r
COMPARAGRAPH OF NETWORK PROGRAMS
I WEDNESDAY I THURSDAY
Daytime 17 October 1955
Halloa i, Buraatt
SUV at L
timul 'A hrS390S
FMB
PlllBuurr wins
Welcome
LB M.i I40M
The Secret Stern
Slmonlt
SSCB O FS
No
II wk
Dm, 0»ng
Sen Ml
Wander Co:
oraJtlne 10:19-30
Tatham-Laird
Cn tn-l L
•/a hr SI, BOO
Arthur Godfrey
Corn Prodi. Miller
w 10:30-15
Brlttl-Myrt.Y&R
m.w 10:46-11
Cllai Antell mwf
NY. ' Lr
m.w' ii-ll:U
FC&B
Leo Burnett
liaa mon A i'ul
l-mln partle:
time A lul (7000
Btrlka It Rich
Collate
EetJ
Valiant Lady
OFS, K-R
Love a( Lite
B-B-T
No
,=r;
Tenneaiee Ernie
Ford Show
11-13:15
B&B
By ax-t L,
Search tar Tim1*
PAG: Joyt
B-B-T
r.
Big Fight
Feather Yaur
Nail
Guiding Light
all d 11:30-11
Plllibury Utile
La* Burnett
almul ■/« hr 13905
Slrlka It Rlah
i ..-Mi. .„ A !■....;■
Faathar Yaw
Hut
CrjIcaU-PaloiollTa
all d 11:80-15
it. J. Barnolda;
"AG: Ivory, duat
m-r (tea mon)
Comatm
lack Paar Shaw
Welcome
P*Q prell,
All Abavt BaCy
Mtibf. McNeill
A T.lbbybaby fd
Way erf the
World
Botiten Co
NBC't Matlnae
Plllibury Mllti
m-th 1:48-8
LB li hr 14,000
B«b
Grainy
Wain
th 3 '30-49
Way of the
Borden Co
On Your Account
i Win Elliott)
PAG: tide, prill
Bantoa A Bawl*
Brighter Da)
PAG
fhe Secret Storm
aenton A Bowie*
Bryan Heuiten
FRIDAY
SATURDAY
(cont'd)
Enrdley of Lndn
Valiant Lady
nek Paar Shew
Robert O Lewie
Reevee 13100
PAG: tide, prell
Benton A Bowie,
Billon Memo JW
Co-op wttf NY
5.30-0
FDAB 5JII-5:'
Erwln Waeay
TSNT ML
Bits-. '/« hr$2800
Bate* V, hr $2800
ML per ", nr J2.80O
Ding D
ng School
Pule ne
"4
10-1015
And Yeu
i
12-12 15
R* m-r
t3i nl.in >. Bow In
Natl
Faattiar Yetjr
Naat
iilfaU-Pal(nollti
alt d 11 30-41
Erlakion tV>
Big Ten
P.K.Ill i ■■
Robl W Orr
Big Ten
P.,tlHr r ■
FowtbiN
Bertl ■ ■
"Pa . . . afore you answer . . . by all means lake the full 30 seconds."
17 OCTOBER 1955
87
I
SCHICK
(Continued from page 45 i
Schick ha9 been in tv steadily ever
Bince, |>i<king up a one-third sponsor-
ship of the Jackie Gleason Show on
CBS TV in 1952 and pulling out only
recentl) when CBS IN gave full spon-
sorship of the show to Buick la move
the Schick brass felt was dismaying
since they were well satisfied with
Gleason I .
Sales patterns: Sales in the electric
shaver business closely parallel the
seasonal pattern found in the jewelry
business, according to Schick execu-
tives.
The first quarter of the year is usual-
l\ prett) good, thanks to tin- impetus
of holiday advertising and buying.
Sales fall off in the second quarter,
start climbing slowly in the third quar-
ter, and shoot up to a peak in the last
quarter as Christmas buying becomes
a big factor, and Christmas advertising
efforts hit their stride.
Schick, like others in the electric
shaver industry, has tried to smooth
out the sales curve into a steady year-
round business. A good deal of prog-
ress has been made; Schick used to
sell 80-90% of its razors as gift items,
mostly around Christmas.
But. according to Sales Manager
"Doc" Petty, "about 40% of Schick
sales at the retail level are still made
between Thanksgiving and Christmas."
Progress has also been made since
the war in persuading American males
to buy Schicks for their own use, not
just as a present for someone else.
Today, about 42% of Schick pur-
chasers are men who are buying for
themselves. But Schick would like to
raise that figure several notches.
Price, of course, is a factor that
keeps electric razors largely in the
luxury class. A blade razor can be
had for as little as 50c; a new "Model
25" Schick is fair-traded at $29.50.
with a $5.00 trade-in allowance for
a customer's present electric razor.
One of the big tasks of Schick-spon-
sored tv is to persuade potential cus-
tomers that they should spend tliis
kind of money for something to re-
f. ISlew stations on air*
CITY & STATE
CALL
LETTERS
CHANNE
NO.
ON-AIR
DATE
ERP (kw)" Antenna
Visual (ft)*"
NET
VFFILIATI0N
STNS.
ON AIR
Stls in
MARKLT
I 000 1
PERMITEE. MANAGER, I
SHREVEPORT, LA.
WASHINGTON, N. C.
ROANOKE, VA.
HUNTINGTON, W. VA.
KTBS-TVi
WITN
WDBJ-TV
WHTN-TV
3
7
7
13
3 Sept.
27 Sept.
19 Sept.
2 Oct.
100
316
316
316
1,140
270
1,997
1,270
NBC
NBC
CBS
ABC
KSLA
None
151
NFA
KTBS. Inc
E. Newton Wray. pres.
Headley-Reed N. C. Television '
W. R. Robertson, Jr.. pres. & tre
WLVA-TV NFA
WSLS-TV
WCHS-TV 491
WSAZ-TV
Times-World Corp.
Free < *»■
Grxater Huntington Radio Corp
A. B. Hyman. pres.
S. J. Hyman. v. p.
:
If. \<'u* construction permits'
CITY & STATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP (kw)«
Visual
Antenna
(ft)'"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE, MANAGER. RADKIEP1
ORLANDO, FLA.
HAYES CENTER, NEB.^
LAS VEGAS, NEV.
PHILADELPHIA, PA.
18
6
13
23
19 Sept.
19 Sept.
26 Sept.
26 Sept.
20.9
28.4
6.38
537
228
707
98
340
WDBO-TV
None
K LAS-TV
WCAU-TV
WFIL-TV
WPTZ
75
NFA
21
2,074
Orange County Broadcasters, lot
R. H. Gunckel, Jr., pres.
Bi -States Co.
F. W. Erewstcr. pres.
Mcntz Zencff. o&o
Herbert Miver (o&o). d b as
Ajax Enle. prises
Iff. \<*tr applications
CITY t STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)'
Visual
Antenna
(ft)"*
ESTIMATED
C0S1
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT, AM AFFILIA
YUMA, ARIZ.
PRESQUE ISLE, ME.
IRONWOOD, MICH.
BUFFALO, N. Y.
13 23 Sept. 26.7 618 $320,000 $300,000
8 16 Sept. 11.8 354 $178,256 $188,000
12 23 Sept. .370 562 $59,004 $80,000
59 23 Sept. 25.08 419 $86,500 $155,000
BOX SCORE
U. S. stations on air
Markets covered .. ._
U. S. tv sets (1 July '55)
4J3§
2;>8§
36,477,©0©§
KIVA
None
None
WBEN-TV
WBUF-TV
WGR-TV
Wrather-Alvarez Bestg. Inc.
J. D. Wrather. pres.
Mrs. M. H. Alvarez, v.p. & trM
Aroostook. Bestg. Corp.
H. E. Umphrey, pres.
Upper. Michigan- Wisconsin Bestg ( ■
W. L. Johnson, pres. & gen. mgr
Frontier Bestg. Inc.
B. I. Obletz, pres.
R. S. Levy. v.p.
•Both new c.p.'s and stations going on the air listed here are those which occurred •"•
19 September and 1 October or on which information could be obtained In that period. U»
are considered to be on the air when commercial operation starts. "Effective radiitecW
Aural power usually is one-hair the visual power. •••Antenna height above average t*m <«"
power usually is one-half the visual power. •••Antenna height above average terra <»»
above ground), tlnformation on the number of sets in markets where not designated i*"*34
from NEC Research, consists of estimates from the stations or reps and must be deemed *■
mate. §Data from NBC Research and Planning. NFA: No figures available at p«l»
on sets In market. iRcprinled from the issue of 19 Sept. which incorrectly listed the I '
the market as 74.000 rather than the correct 151,000. =New station is to be a sat' « *
KIIOI. -TV. Kearney. Neb., from which oil programs will originate.
88
SPONSOR
KOIN-TV
ut the VffiltSimifi^m NWefc
TOP qoVB-RAG-B....
Exclusive coverage of the full 30-county
Portland Market with KOIN-TV's highest
tower, maximum power.
TOP P,ATITST(3-0....
KOIN-TV has 80% of the top shows-
weekly, multiweekly . . . 63% more av-
erage audience than Station B, 115%
more than Station C.
TOP VAIitJE....
Lowest cost per viewer any way you
figure it ... in coverage, in audience
delivered morning, afternoon, night.
June 1955 Portland ARB
KOIN-TV
CHANNEL 6
THE BIG
PORTLAND, OREGON
MR. SIX
E WEST
REPRESENTED NATIONALLY BY CBS TELEVISION SPOT SALES
17 OCTOBER 1955
89
move theii whiskers, and thai a & hick
i- indeed a long-term (five years or
i ven Longer > investmenl in i omforl
and convenient e.
Harhetl Certainly, the market is there.
\- the authoritative trade publication
Electrical Merchandising stated in its
L955 "Statistical and Marketing Is-
sue :
•The market for electric shavers is
like no other market in the appliance
industry. It is figured on the number
ol men in the countrj of shaving age
— roughly over 50 million men, plus
an estimated 1.5 million boys who
reach shaving age each year.
"Obsolescence and replacement also
occur more frequently in the shaver
business. The constant wear and tear
of daily use limits the average life of
a shaver to approximately five years.
"Todav. approximately one out of
three men owns an electric shaver.
KANSAS MACK
Western Film M. C.
JOE MacCONKEY
News, Sports Editor
KTVH REACHES MORE KANSAS
TV HOMES THAN ANY OTHER
TV STATION!
• 4 out of the last 4 PULSE
REPORTS show that KTVH
delivers more homes in
Kansas.
• 2 out of the lost 2 ARB's
give KTVH a vast ma-
jority of the rich Kansas
TV audience.
And Talk About Coverage —
• KTVH covers 2 times as
many Kansas homes as
Kansas' largest news-
paper...and reaches this
audience with undup/i-
cafed CBS coverage.'
CHARLOTTE BRISCOE
Kansas Kitchen
GENE McGEHEE
Popular M. C. of
Million Dollar Movie
To Sell in Kansas... Buy KTVH!
SAMMY SCARECROW
Loved by Thousands of
Kansas "Little Kids"
VHF
240,000
WATTS
KTVH
HUTCHINSON
fCANSAi
CHANNEL
12
CBS BASIC
Represented Nationally by H-R Representatives, Inc.
KTVH, pioneer station in rich Central Kansas, serves more than 14 important communities besides
Wichita. Main office and studios in Hutchinson; office and studio in Wichita (Hotel Lassen).
Howard O. Peterson, General Manager
But approximately 02' < do not own
electric shavers."
Other marketing facts about Schick:
Younger men outnumber older men
when it comes to shaving electricalh.
Schick has learned. This makes the
young market of key importance in
Schick advertising and sales strategy.
Other surveys have shown that nine
out of 10 boys of high school age who
own electric shavers receive them as
gifts from parents.
Although Schick "Model 25" razors
couldn't be a more masculine product,
probabK over half of them will be
bought as gifts — mostly by women.
Effect on tv: All of these marketing
and selling factors influence the shape
and direction of Schick television ad-
vertising, according to Advertising Di-
rector Charles Whitmer.
For example, tv film commercials
(made under K&E's supervision bj
MPO in New York) for the new Schick
model usually feature younger men
using the razor, or show attractive
young wives buying them as gifts.
To impress the high-school and col-
lege set with the Schick brand name,
Schick is using NCAA college football
games as part of its NBC TV schedule.
And commercials are aimed at this
age group — even though many won't
actually pay for their razors but will
receive them as gifts.
Schick's slick black-and-silver pack-
aging for the new model, too, pla\s a
role in marketing. Its bold lettering
and handsome design were tailored
with television in mind. But, more
importantly, the package is designed
to catch the eye of style-conscious
women who are shopping for gifts for
their menfolk.
Marketing factors also played a role
in the selection of the Robert Mont-
gomery show. Analysis of the audi-
ence bv Schick and K&E revealed that
it was just what Schick had ordered —
a sizable (the show gets ratings in
the low 30's) audience, primarily
young adults, with a better-than-aver-
age income picture, balanced about
evenly between men and women.
Technique: On the air, Schick's tv
commercials — supervised by K&E ac-
count chief Tom Fry, account execu-
tive Joe Moss, and tv film producer
Jud Whiting — are fairly straightfor-
ward and contain plenty of "sell."
The commercial used on the 12
September introduction of the "Model
90
SPONSOR
portrait of a market
. . . where these factors combine for your sales' success
. . . a proven high-income industrial
area . . .
. . . where, with outstanding local
and network productions, one sta-
tion brings dreams to life for
446,200 television families.
Serving Albany, Troy, Schenectady, N. Y. and 30 counties of New York and New England
WRGB
A General Electric Television Station * Represented Nationally by (niicI SPOT SALES
17 OCTOBER 1955
91
Benrus and its agency,
Biow-Beirn-Toigo, Inc.,
are Sold On Spot as a
basic advertising medium
More and more advertiser! are switching t"
Sjiut Radio and Spot Television. Benrus, for
instance, now places 99$ of its total adver-
tising budget in Spot . . . 52-week schedules
in selected markets
The k<'\ word is selected. Benrus, I i W « -
man) other advertisers, must reach varied
consumer groups men and women, young
and old, in all income strata. Spot enables
Benrus in select it- markets, time periods,
and types nf audiences. In tlii- manner
Bciirussales messages arc a-Min-d nf real li
ing a wide range of potential customers.
Spot can sell for you, too . . whether
your prospects are in a specific audieni e
group or in a cross-section of consumers.
Call your agency or an NBC Spot Sales rep-
resentative. You'll see what Spot can do for
your campaign in twelve major market-, ac-
counting for IS /y of the nation's retail sales.
tISPOT S VLES
30 Rockefeller Pla:a. Hem York in. \. Y.. Chicago.
Detroit. Cleveland, Washington, San Francisco, Lot Angeles,
Charlotte' . Atlanta*. Dallas* *Bumui Immarnt I
representing Radio Stations:
KNBC Son Franctteo. KS[) St. Louit, WRC Washington. I> '
WTAM Cleteland. KOMO Seattle, WAVE Lountille. kf.l
Honolulu. Haunt,. WRCA Vira ) • WMAQ ' ■ago. and the
Mil. Western Had:., N KTWORK
representing Television Stations:
KRCA Los Angeles. KSD-TVM. Loon. V.
WNHK Cleveland. KOMO-TV Stall!*, KI'TV Portland, Oregon,
WAVK-TV /. ymisvilU, ViKCS Schenectadx-Aloany-Troj KONA-TV
Honolulu. Ho;.:,:. \\HI\T\ \'* fort, WSRO < h.eaga
Left to ripht:
Len Tardier -Account Executive. BiouBetrn-Toign
Bill Decker —Television Salesman. \BC Spot Sales
Oscar M. Lazarus Benrus Watch Company
lack Tardier - 1 .P.. Account Supenisor.Btotc-Beirn-Toign
Harvey Bond D rettW n/ idxcrtisinc. Benrut Watch Co.
25" on tli«' Montgomery show is a
good example.
It opened on the interioi ol a tv
Btudio, hare except for equipment,
some t\ people at work, a Btage man-
ager and Schick announce] Bill Nim-
mo. The Schick medallion was struck
with a tympanist's mallet, cameras
went into a closeup ol the "Model 25"
display, and Nimmo went into his
sales pitch :
"Now. let's take a close look at the
world's newest and finest electric
shaver. Take il out of the new black
and silver Caddie Case. Admire its
handsome shape. i\or\ sides . . . new
silvery look. Now, the big question
— how does it shave?"
A sequence in the dressing room of
a tv actor on the Montgomery show
answered that question in a hurry. It
worked just fine.
Meanwhile. Nimmo was filling in the
audience with product details and
closeups of the new shaver's features:
"Let me give you the three reasons
why the new Schick '25' shaves you
closed and smoother than anything
ever invented.
"One: Exclusive Super-Honed shav-
Obviously
OUTSTAmm
EMIL "FARMER" BILL TALKS WITH
MORE FARM PEOPLE FOR MORE FARM
PRODUCT ADVERTISERS THAN ANY
OTHER PEORIAREA FARM PERSONALITY
FIRST in the Heart of Illinois
CBS RADIO NETWORK
PEORIA
5000 WATTS
ing heads, precision-finished to a
sharpness unmatched by any other
shaver.
"Two: Schick's exclusive curved
combs. The curve presses down the
skin around,each whisker. The combs
guide them into shaving position.
"And Three: Schick's exclusive Hi-
Power motor . . . goes twice as fast
as an airplane engine at 300 miles per
hour, yet it's so quiet you hardly know
it's on . . . zips through your toughest
whiskers."
Included in the commercial was one
of Schick's best sales points. Said
Bill Nimmo:
"Buy the new Schick '25' on the
14-dav money-back home trial — at
your Schick dealer's right now. It
must give you the easiest, closest,
smoothest shaves you've ever had. or
your money back."
Future:
turer in
can't afford to stand around with egg
Like any major manufac-
a competitive field, Schick
FREE & PETERS, Inc., Exclusive National Representatives
• •••••••
'^Generally speaking, rates have always
been too low in radio; and I venture
the opinion that had television entered
the arena of advertising media 10 years
(or perhaps even five years) later than
it did, there would have been many ra-
dio broadcasters throughout the country
who would have much higher rate cards
today."
HAROLD E. FELLOWS
President
JSARTB
• •••••••
on its corporate face. New ideas, new
products, new7 sales slants must be con-
stantly developed.
Under wraps right now in Schick's
testing section is a new Schick product
that will be launched — with a major
t\ ad campaign — early in 1956: a
women's electric razor.
It isn't really a new product: Schick
made and sold a woman's razor back
in 1937, dropped it, picked it up again
in 1940, and dropped it again when
the war came. Also, it won't be the
only one on the market; Remington
currently markets one, and sells it on
the air.
Schick is also considering foreign
markets as its next sales target — a sort
of counter-invasion, since Schick now
competes in the U.S. with several for-
eign electric razors. Schick sells now
in Canada, and is eyeing the South
American and European markets.
New sales outlets are being explored.
Currently, Schick's biggest sales chan-
nels are, in order, credit jewelers, de-
94
SPONSOR
Bob Noble, Nightpi
ATLANTA, GEORGIA
Ted Hightower, S'ightbeat
rcfiortrr covering dn»
Atlav'n Sri
NBC Affiliate. Represented by Petry. Affiliated with The Atlanta Journal and Thr Atlanta Constitution
17 OCTOBER 1955
95
partment stores, electrical appliance
and drug stores, hardware stores, gift
shops and incus furnishing stores.
\rw target: supermarket! drug Btores.
I.fttl: Schick executives arc confident
thai their current h splash will indeed
Familiarize practicallj ever) American
male with the merits of Schick and
turn an ever-increasing number from
prospects into customers.
Recently, on a visit to K&E's -New
^ nrk headquarters, Schick President
Joe Elliott was walking down a corri-
dor with a group of K&E admen when
he drew up before a picture on a wall
a large, framed portrait of the Civil
\\ ar President of the I .S. Elliott
looked long at the kindly, familiar,
angular face with its dark beard.
There was an uneas) silence.
"Let's put a television set across
from the picture," quipped Elliott,
suddenly, " and see how long he can
hold out." • • •
At presstime Schick announced it
had switched its account to Warwick
& Legler effective 1 January. The
change does not alter the campaign
described in this article.
Here's a
Market
52%
Above
U.S.
Average
W.830 — after taxes— 52% above the
national average — that's the yearly income
of the average Kansas Farm Family!*
Kansas is boomingl Kansas Farm families are
buying as they have never bought before!
And they listen to WIBW more than any
other radio station/}"
Give us the word and we'll sell 'em your
product in volumes you never thought
possible. We've done it before, and we've
got a stack of success stories
to prove it.
Consumer Markets, 1955.
Kansas Radio Audience, 1954.
TOPEKA, KANSAS
Ben Lady, Gen. Mgr.
WIBW & WIBW-TV in Topeko
KCKN in Kansas City
Rep: Capper Publications, Inc.
RADIO SAVES A PRUNE CROP
i Continued from page 41 I
newspaper atls (eight 1,000-line ads
in two papers in each of nine top
markets): Sl(>.()0() for transit station
posters.
It's interesting to note that the fall
1955 approach to spot radio is quite
different from the Januar\-May 1955
effort. In the case of the board's first
use of spot radio, the objective was to
move a specific type of item, the small
prune, in as many markets as fast as
possible. Therefore, the $75,000 radio
budget went into singing quickie an-
nouncements on stations in 21 cities.
These announcements stressed that
''the small, economy prune" is the
bargain breakfast food. It was main-
1\ on radio that the board advertised
this bumper crop of tough-selling mid-
get prunes. Newspapers and transit
station posters just carried on with the
regular message, promoting California
prunes in general. Tv also stressed
foreign prunes.
This fall, tv has been dropped in
favor of a radio announcement sched-
ule. The radio copy this time will co-
incide completely with the newspaper
copy, rather than promoting any spe-
cial item. Generally, the pattern is
use of two radio stations in each of
the nine markets for a total of nine
weeks in the 1955-1956 season: four
weeks this fall starting 10 October,
and then from 9 January through 22
April. Newspaper advertising will ap-
pear during the same period.
Here's a profile of the radio sched-
ule:
On the average. Botsford, Constan-
tine and Gardner advertising agency
bought 30 announcements a week per
station, with a minimum of 12 weekly,
maximum of 43 a week. The stations
in each market are used on an
alternate-week basis, one station carry-
ing its quota of announcements one
week, the other one the next. Empha-
sis is upon earlv-morning and daytime
for maximum women's coverage. In
each instance, stations were picked
for the type of audience and circula-
tion they can deliver. In some mar-
kets, the announcements will be on
two independents, in others on two
network affiliates, in one market only
one is used for 18 weeks.
These are the stations the board is
using and the number of announce-
ments weekly that will be heard on
each of them: New York. WRCA
96
SPONSOR
as advertised in
the sensational
NdeHac
independent stations
Kill. Dallas — number one in both Hooper and Pulse
KELP9 El Paso — highest rated station in radio history
W\OK. New Orleans — tops all independents in Angus! Hooper
WRIT, Milwaukee — in 6 months nearly first in Milwaukee Hooper
K\OE , Monroe, La. — first by far in Hooperatings
and
K\OE-TV. Monroe, La. — Channel 8
KOKE-TV. El Paso — Channel 13
Nde Mac
STATIONS
News Music
klif. Dallas
WNOE, New Orleans
WRIT, Milwaukee
KNOE, Monroe, La.
KELP, El Paso
KNOE-TV, Monroe, Li
KOKE-TV, El Paso
Represented by H'n
DOUG ARTHUR
FRED KNIGHT
JOE NIAGRA
RAY WALTON
BOB KNOX
TONY BOURG
TOM DONAHUE
TOP
AIR SALESMEN
in Philadelphia
Combining STRONG LISTENERSHIP with
SPONSOR APPEAL is a MAN-SIZE JOB.
WIBG Announcers do BOTH effectively and consistently.
Every WIBG sponsor also gets EXTRA PROMOTION BONUSES
. . . Car Cards with sponsor credit throughout the year . . .
24 Sheet Billboards blanketing the complete
Philadelphia market, Window Displays of Sponsor's Products
right on busy traffic-heavy, center city Walnut St.
PLUS hard hitting DIRECT MAIL to regularly scheduled lists.
If you want to do a TOP SELLING JOB in Philadelphia
you'll jump on the WIBG bandwagon.
Just ask RADIO REPRESENTATIVES for the facts!
Pennsylvania's most powerful independent
WIBG
10,000
WATTS
PHILADELPHIA 2. PENHA. Rl 6-2300
15), W \i:<: i L5) ; Philadelphia,
KH\ I W); \\ 1 1* I 13); Detroit, \\ \\ J
20), \\ XYZ(24); Cleveland, W I \\l
,21 i. WERE (24); Pittsburgh, KQ\
(20), \\WM\ (24); Ho-ton. \\ \ \i
\\ IIDII (12); Loa togeloB,
KMP< (28), KI'W B (38) ; San Fran-
, iaco, KNBC (22), KCBS (17); Chi-
\\ \l KQ (21).
I In- majoi i opj theme "I the i am-
paign i~ "Gel thai t<>|> oi the world
feelin', eal California prunes." I)n
radio tlii> theme is carried through
will) a musical jingle sung to a jazz)
tune. rhe announcements varj in
length between 20's, 30s and minutes,
but each cue kicks oil with (he
J'»i
lie:
Get thai top of the world feeling
Eatin California prunes
Foi health and verve, be sure to
serve
( alifornia prunes.
Prune* give energy, pep to spare
and ii ings to your feet
So get tiuit top of the world feeUn'
hit California prunes.
Actually, the jingle itself contains
all the ideas the board is Irving to get
■cross in its effort i<> go beyond the
"-ii i< tl\ laxath e approai b i<> pi une
selling.
" I be \ tm i ii .in houses ife todaj is
verj nutrition conscious, Stan Swan-
bei g, agem j a e, told sponsor. "\ ir-
tuall) evei j food prodi* t advertised
thai stresses vitamin contents, em
aspects and health factors have shown
I. n ge sales gains. < .ilii"i nia pi unes
are rich in several healthful ways
which have nevei been adequately ex-
ploited in the advertising."
"Besides," added the board's I larold
Brogger, "the bask qualit) of prunes,"
land he grinned) "lia* been exploited
t.i the point h here prunes • ould be-
c ome a joke."
I In- recorded jingle Is always fol-
lowed \\itb a li\«' announcement which
stresses the 1955 reasons for eating
llii- dried fruit:
"Yes . . . eat California Prunes . . .
they're so good and they're so good
for \ou! Prunes are extra rich in
iron, minerals and vitamins tbe life-
giving nutrients >ou need to enjo) that
top of the world feeling!"
The newspaper copj translates the
"top of the world feeling" into mod-
ern, story-telling, emotional 1,000-
line ads. I "i i nample, there - tli<-
ad which will appeal the weeks ol I"
Octobei and 2 1 Octobei in such papers
.i~ the ^ eu ) '"/■ Itaih \ in i ,ind
World-Telegram, Los tngeles Times
and I caminer, Philadelphia Bulletin
and Inquirei and l'» othei tnetropoli
tan newspapers:
Headlined, "How long since you fell
like this?", it shows a 1"- 01 ll-yi
old l">\ in .1 llii< klebei i \ I inn outfit,
fishing rod ovei his shoulder, two
small h-li in hand, walking along
fool h iili a w ide gi in on Id- fai •
Vmong the projei ts foi the future,
but ahead) underway, is development
■ I new ret ipes thai will incorporate
prunes. Currently, the board i- spend-
ing 15,000 for development of such
new king ideas. It also plans to
have a booklet, "The Nutritive Values
of California Prunes," printed and
distributed to borne economists, pedia-
tri< ians, and ilirtii ians all over the
i ounti j . I here are no plans for mak-
ing these booklets available to con-
umers on a m rite-in basis.
Subwaj and Ln-store posters put
equal emphasis on "top of the world
feeling" and tbe implication of youth-
hub of the nation's
spray painted world..
Look around you — there's almost nothing which ha
not been coated with some sort of spray. Whether
for protection, beauty or decoration, the De-
Vilbiss Company is internationally famous for
spray equipment that does the job.
Here's just one more reason why the
area is a billion dollar market — why !
can offer you a top dollar area cc
age that racks up sales.
Got your sh
get it by calling your nearest
Katz representative or FUlto
6201 in Toledo, direct.
WSPIT
—RIDKT
TELEVISION
TOLEDO, OHIO
Storer B'oodcait'ig Company
Represented Nationally
by KATZ *
17 OCTOBER 1955
99
WREX-TV reaches the finest
test market in the midwest — a
perfect cross section of industrial
and agricultural market poten-
tial!
1,000,000 pairs of eyes in a
Billion Dollar Area! Top CBS
and ABC New York shows cap-
ture the attention of this vast
market and DELIVER your sales
message.
For positive coverage in this
area, contact H-R for availa-
bilities!
WREX-TV channel 13
ROCKFORD, ILLINOIS
CBS-ABC AFFILIATIONS
represented by
H-R TELEVISION INC.
ful energy. In bright multicolors with
a sunny yellow background, these
posters show such photographs as a
girl figure skating, a man playing
tennis, and always, on the bottom, a
brightl) colored dish of a prune and
cottage cheese and apricot salad, or a
bowl of breakfast prunes.
"When you're working with a rela-
tively small budget," Swanberg ex-
plained, "you can stretch it immeas-
urably 1>\ following some basic rules:
(1) be choosx about your markets or
you'll spread yourself too thin; (2i
pick the most active-selling months of
the season and bunch your entire ad-
vertising effort in short waves of satu-
ration to get real impact; (3) make
sure that all your media get across the
same message, simply, strongly and
memorably."
It's a formula that has already paid
out for the California Prune Advisorv
Board.
As prunes evolved from store bins
some decades ago to attractive con-
sumer packaging, opportunities for
promoting them in a big way became
ripe. As far back as the 1930's the
Prune Prorate, a state marketing asso-
ciation, used spot radio (through Lord
& Thomas) to promote the consump-
tion of prunes. During the Depression
years it eventually died, to be replaced
by the California Prune Advisorv
Board under the 1937 state law. After
a laps of nine years, the board re-
sumed an industry advertising pro-
gram.
One of the fastest growing prune
products today is prune juice, which
has had a considerable share of the
boards and private brand promotion.
It recently increased distribution
through newly evolved processes and
fewer shipping and marketing prob-
lems. Prune juice has increased from
4.5 million case sales in 1949 to
over six million in the season ending
in September 1954. This year, in-
creases are even greater, at a rate of
10 to 33 ' i a month nationally.
"Part of the reason for it," says
Brogger, "is the popularity of juice
in general. Today the housewife looks
for easy-to-fix products. Prune juice
fits into people's search for the con-
venient."
As one of 32 marketing orders in
California, the California Prune Ad-
visory Board estimates that it ranks
fourth in size of appropriation, behind
California peaches, wine and lemon
products. Its effort on behalf of the
prune industry is comparable to the
large-scale advertising done by such
other state marketing organizations
as the Florida Citrus Commission
I through Benton & Bowles), which
is a heavy spot tv user.
There seems to be something of a
trend in fruits taking to the air. The
California -Washington -Oregon Pear
Bureau took to stations in metropoli-
tan markets last spring, liked the re-
sults of its intensive two-week pitch
sufficiently to return to radio in fall
1955.
The largest effort in the fruit indus-
try is marshalled by the Florida Citrus
Commission. The latest phase in the
Commission's strategy is the use of an
intensive campaign of tv I.D.'s via
• ••••••*
• •I In public appetite for radio is on a
constant increase. Here at WMGM, we
are currently enjoying our biggest audi-
ences in years with business at an all-
time high for the past five years. Our
over-all programing of music, news and
sports has been carefully brought to
new and high standards of delivery
which has shown a remarkable increase
of some 30% in listening audience to
WMGM alone in the past vear."
ARTHUR TOLCHIN
Director
WMGM, New York
• •••••••
Benton & Bowles. These tv I.D.'s are
designed to sell oranges, grapefruit,
grapefruit sections, etc., separately.
In the past the Florida Citrus Commis-
sion had lumped its messages for the
various Florida produce.
Benton & Bowles won the Florida
Citrus Commission account in compe-
tition with its previous agency, J. Wal-
ter Thompson, and other agencies with
its proposal for the current I.D. cam-
paign. * * *
"No, ye don't!" KRIZ Phoenix
says we Arizonans gotta conserve
water!"
100
SPONSOR
Buy the Maximum —
1
lJOf J
m
ICrff
s 319,667
TV Homes
w/f/i WIAC-TV
CBS BASIC /
NASHVILLE L
WLAC-TV's vast multi-market total service area
contains 2,601,300 people, 726,300 families, and
407,795 TV homes. Fully documented to date are
319,667 TV homes within WLAC-TV's ARB
Area Survey and Measured O.l MV/M Contour.
Buy the maximum — buy WLAC-TV, Channel 5 —
the only big area station with positive market
proof/
an®
y AREA Impart on WLAC-TV, tin Souths Great MULTI-MARKET STATION
If. BAKER, JR.
£» ufive Vice-President
""I General* Manager
NATIONAL REPRESENTATIVE: THE KATZ AGENCY, INC.
NEW YORK
ATLANTA
CHICAGO
DALLAS
DETROIT
LOS ANGELES
KANSAS CITY
SAN FRANCISCO
ROBERT M. REUSCHLE
National Sales Manager
VIDEOTOWN
' Continued from page 36 >
L0- through -18 -year -old group. Al-
though ilir\ have more freedom t<>
watch t\ than the under-10 group, the
average total hour- • >! evening week-
da\ viewing for the teen set is ahout
12.7 hours.
Said Taskei
''Teen-agers are the least Likely to
In- home and watching tv in the eve-
ning."
Davtimc viewing is on an upbeat;
20'. ol all \ ideotowners watch some
tv during the afternoon now. up from
Li in L954andl4$ in 1952. Morn-
ing viewing is also on a steady in-
crease, is now just about half the after-
noon level.
Housewives are viewing somewhat
less in the mornings this year as com-
pared to last year's "Videotown"
checkups ilT'i in 1955; 229c in
1954; 129c in 1953). But the basic
trend is upward.
Afternoon viewing by housewives is
up even over last year (279c of them
viewing in 1955; 25% in 1954; 19%
in 1953). The total hours of viewing
on the average weekday in 1955 is
2.97 for all people and 3.54 hours for
housewives.
Effects on radio: Radio usage in tv
homes took a nosedive in "Video-
town" in the early days of the visual
medium. The percentage of people
listening to radio on weekdav eve-
nings in tv homes dropped down to
5% in 1951.
Since then, the picture has grad-
ually changed. The percentage listen-
ing to radio in the evenings has slow-
ly crept upward. In 1952. the figure
was 8% ; in 1953. it was 9« { : in 1954.
the figure was 10%>. In 1955: no sig-
nificant change. The trend for the
present at least has stabilized at 10%.
About one out of every four \ ideo-
towners listens to radio in the morn-
ings— a gain of nearly 9\ c over last
year's level. The figure for afternoons
— 8% — remains the same as last time,
as does the 10% evening figure.
In terms of hours. Videotowners re-
ported that they spend about the same
number of hours each day listening to
radio as they did in 1954 — despite in-
creases in the amount of tv viewing
being done.
As they do nationally. Videotown-
LUCKY
HOUSE
NUMBER
. . . featured on several
WAPI shows, averages a
winner a week. This proves
how regularly people stay
tuned to WAPI.
"I was ironing a dress," says pretty Nannette Parrish.
"Of course I had the radio tuned to WAPI. The program was
Wright with Records. Suddenly I heard our own house number
called. I put down the iron (not on my dress) and called WAPI.
The next day I went up to WAPI
and Bill Wright handed me the
check. I have given 10% to my
church and the rest is in my edu-
cation fund." Miss Parrish is a 15-
year old Junior High student.
Birmingham
Represented by John Blair & Co.
Southeast, Harry Cummings
<-r> who own tv sets were more likelv to
have more than one radio set in their
homes. Of all families, 95% had at
least one set. a bit under the national
average; 49' ; of tv homes, however,
had more than one radio, as opposed
to 32% of the non-tv homes being
multiple-set homes.
Tv, as it has in the U. S. generally,
has "dispersed" radio listening in
radio-tv households of Videotown,
C&W noted again this year.
Half of the multi-set radio homes
that also have tv sets, for example,
have a radio in the kitchen. But onlv
about a third ('349r I of the non-tv
homes have a kitchen radio.
The effect of tv is most clearlv seen
in homes that have just one radio and
which may — or may not — have a tv
set as well. In the tv homes owning
just one radio, only 32% reported that
they had it in the living room — and
even then around 13% of these radios
were part of a radio-tv combination.
In a one-set radio home that didn't
have a tv set. the situation was practi-
cally reversed. Two-thirds (67%) of
the radios were in the living room;
the rest were scattered around the
house.
The popularity of car radios, how-
ever, stood up well in both tv and non-
tv homes, although tv homes had the
edge both in number of cars and in
the level of radio saturation of those
cars.
Among tv owners, 76% owned a
car (up from 72% last year I. And
85% of the cars were radio-equipped
(up from 80r; in 1954 l. Of the non-
tv households, 29% owned a car
(down from 33re last year) and 73' >
of these cars had radios (up from
70% in the previous study I .
Other effects: The latest checkup in
Videotown confirmed something that
Hollvwood has been happily observing
for the past couple of seasons: movie
attendance is picking up.
In the earlier days of tv in Video-
town, when a tv set crossed the thresh-
old of a home the movie boxoffice took
a beating. The number of people at-
tending a movie on a 1951 weekdav
evening fell off a whopping 77r<. in
fact. The downward trend continued
until 1953 when a 17% increase over
the 1952 level began to show. In
1<>54. the increase was substantial;
about twice as many people reported
movie attendance on weekday evenings
as compared with 1953.
102
SPONSOR
vol Miaur win 3 ii i\iitu:no\ titles
ill I
6-COUNTY PULSE REPORT
KALAMAZOO- BATTLE CREEK AREA— MARCH, 1955
SHARE OF AUDIENCE MONDAY-FRIDAY
o a m
12 noon
12 noon
6 p.m.
6 p m.
midnight
35^
WKZO
41%
37 -c
Station B
18
17
16
Station C
10
12
II
Station D
10
9
7
Station E
8
7
8
Others
14
18
24
Sets-ln-Use
20. 1 %
20.2%
17.5%
\0TE: Battle Creek's home county (Calhoun) uas included
in this Pulse sampling, and provided 30% of all interviews. The
other five counties: Allegan, Barry, Kalamazoo, St. Joseph and
I an Buren.
if %
one >JJt>fyt ! J 'fa fit :/t .)
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KAIAMAZOO-BATTIE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLNTV — LINCOLN, NEBRASKA
Associated wifh
WMBD RADIO — PEORIA. ILLINOIS
YOU NEED WKZO RADIO
TO "NET" BIG RESULTS
IN KALAMAZOO-BATTLE CREEK AND
GREATER WESTERN MICHIGAN!
If \<>u want to star in Western Michigan, iw the ~>imh
voice of WKZO — CBS radio for Kalama/m>-Hattlt- « nt-k ami
greater Western Michigan.
Pulse figures, left, tell the story. WKZO i- the big favorite
18 hours a day — actually «ets more than Til l< I \ s 1/ I \ }
LISTENERS as the next station 75\ < of the time!
Your Averv-Knodel man has all the impressive facts.
WKZO
CBS RADIO FOR KALAMAZOO— BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery- Knodel, Inc., Exclusive National Representatives
•/» 1920, Suzanne Lenglen oi Frame won the Wimbledon Women's Singles and shared the title in the Women's Doubles and Mixed Doubles.
17 OCTOBER 1955
103
I he latesl < \W checkup shows the
-anic trend < ontinuing. I oda) . about
more people are going to moA ies
on weekdaj nights .1- 1 ompared w iili
lasl scat a fad for man) an adman
in pondei .
Similarly, magazine reading is
. limbing upward. During the first big
yeai id l\ in the home, magazine read-
ing (in weekday evenings dropped ofi
In 1953, the downward trend
was reversed, and magazine reading
was up v. over tv's first year. There
was an additional T* > ' - increase in
1954, and the trend i- continuing. One
big reason, according to Cunningham
Si Walsh: "We've noticed that house-
wives will rearrange their dail\ work
schedule in order to free themselves
for evening television viewing."
Newspaper reading has been least
hit li\ t\. In 1951, newspaper read-
ing among adult tv owners was up
about *■)'(. In V)sl. the gain was
20'; : in 1953 it was \2c/( . Levels in
i ')."> 1 and 1955 arc about the same as
those of 1953.
Effects on CAW: The findings of the
Videotown checkups are considered
* NBlv
\
70
NOW!
MAXIMUM
POWER
with 25% more sets than
any other N. C. station
WSJS-TV Winston Salem — now one of
tin South 's biggest TV markets! Its
maximum power t;ips over 4 billion
dollars in buying power and reaches
636,421 TV homes— 25% more than any
other X. C. station! And its heart is
the rich Golden Triangle of key
industrial cities Greensboro,
Winston-Salem and High Point.
NEW — MAXIMUM POWER— 316.000
watts!
N E W — MAXIMUM HEIGHT — 2,000
feet above average terrain.
MORE COVERAGE — 91 counties, in
five states.
MORE TV HOMES — 636.421 sets.
3,943.000 people.
84,530.000.000 buying
power.
WINSTON-SALEM, N. C.
CHANNEL 12
WINSTON-SALEM
GREENSBORO
HIGH POINT
HEADLEY-REED. REP.
v;:-:v/:-\k:w:k^:-«W<S
■•....•■--.■•■
■■■■■< ■ !•"'.:. .' '
:::>:>.N:Wv: SS&
extremel) important by Cunningham
& Walsh executives. particularly since
comparisons with various national fig-
ures (Nielsen tv usage levels, for in-
stance 1 show a close correlation.
"The) re not the only yardstick we
use in picking media or buying pro-
grams." said Research Director Task-
er, "but Videotown eertainh |ila\> an
important role."
In addition, \ideotoun has served
as a laboratory to test out research
techniques that have ultimately re-
sulted in similar "model city" research
operations.
Cunningham \ Walsh now has two
other "towns functioning. The new-
est of these is Movietown. a large cit\
— probably in the Midwest — in which
researchers check a standing panel to
determine factors of movie attendance,
likes and dislikes towards stars, audi-
ence composition and other items of
high interest to C&W client Universal
Pictures. Movietown is now in its sec-
ond year.
Another is Durable Goods Town, in
which C&W makes panel studies of
consumer interest, purchase intention
and preferences concerning such house-
hold items as china, sewing machine
attachments, home movies and the like.
This project is now going into its third
year.
C&W is naturallv reticent about the
findings of these operations, and about
the results of special studies 1 on audi-
ence composition, tv commercials.
etc. I that are conducted in Videotown
between the major annual surveys.
1 nlike the big Videotown stud\.
which is released to the trade as an
industry service and a prestige-build-
er for Cunningham & W alsh. the re-
sults of the other studies are usually
marked "Top Secret " — and are used in
making important media decisions b\
C&W s various air-minded or research-
minded clients.
Outside of C&W. the Videotown
operation has stimulated considerable
interest among researchers, and is said
to be one of the models on which NBC
TV drew for its recent television panel
studies in Fort Wayne. Ind.
What about the effects on New
Brunswick. N. J. — the real-life \ ideo-
town?
According to C&W's Tasker. New
Brunswickites are peculiarly proud of
the fact that they are a sort of elec-
tronic guinea pigs, to be measured an-
nually b\ big-cit) admen intent on ac-
quiring new tv knowledge.
104
SPONSOR
raskers favorite stor) about the
,. \ '- big panel stud) . ill fai t, goes
like this:
Tv\i> small-frj members "I New
Brunswick's youngei set one da) were
having .1 school-yard argument about
whose family was "best.
I he .11 gumenl m axed hot < me
youngstei glared .11 the other, and
shouted "My family has .1 brand-new,
three-toned, automatic, air-conditioned
Inn "In ( iapri.
\\ ith lordly disdain, the other mop-
pet drew himself up for the Pei fe< 1
Squelch.
••\1\ family," he said, "is part "I
\ ideotoM n. * * *
RESEARCH
' ontinued from page 13 1
learned something from every one "I
these services. Ml <>f them have a
part ii> play iii helping to make broad-
cast advertising more effective. But as
group, the services duplicate each
other in providing a considerable
amount of rating information tor the
major market- and all-too-infrequent
reports { or no reports 1 on the minoi
one-.. No individual service can eco-
nomically provide a rating reporl on
Eureka, Cal., with the same frequenc)
a- one for Chicago. But buying time
in Eureka can l>e complex too.
I here is n<> eas) solution to this
dilemma, because ever) organization
which report- local ratings seeks to
offer a complete service — although in
fact a substantial number of reports
in each rase arc for different markets.
No one is going to be foolhard)
i enough to suggest that the rating ser-
- establish a cartel arrangement
to divide big and little markets among
them so that the timebuyer can have
a maximum of up-to-date information
OB all markets at all times. If this
i> not the answer, we should not be
discouraged from looking for an an-
swer.
(hie first step might be to get the
services to agree informall) to tr\
to time their surveys and releases for
the l< — frequentl) reported market-
in such a ua\ that they'd be spaced
as widel) apart as possible. Of course
this would require the cooperation of
stations which underwrite the surveys
in the smaller cities.
.». Better basis far I'valuating
rating methods: The Vdvertisine
Research Foundation's committee on ods of the servici For example, hi
the rating services has moved the dis- are some "I the thin - thai remain t"
cussion "I tin- perennial problem sub- I"- l< •< -k • ■ I into
stantiall) ahe.nl l»\ setting up criteria al What kinds "i biases and dis-
foi appraisal. But the Mil commit tortious, il any, arise in k. •
tee's judgments of the strengths and diar) ' Vre certain types "I viewers
failings ol the individual servi es are 01 listeners more prone than others to
not the last word on the topii - show these biasi - and distortions, and
llii-ie i- -till .1 surprising degree "I il bo, does this affect the 1 il
naivete about the meaning ami validi- -ome types "I programs more than
t\ 11I ratings in some sectors ol the others?
broadcasting industry. We are now lb) To what extent, il at all, does
at a stage where what is mosl required .1 long term panel begin to -how bias
1- empirical research comparing oi in it- composition? Do the people
investigating experimental!) the meth- who staj laiihiulK with the panel ovei
11,717 TONS OF FLOUR!
Mr. Flour Miller — Just one five pound sack of your
flour sold in a month to the radio homes in VVGN's
area would mean more than 11,717 TONS sold per
month!*
WGN reaches more homes than any other advertis-
ing medium in Chicago, and our Complete Market
Saturation Plan has proven it can sell your products
to these homes.
Nielsen Coverage Service
A Clear Channel Station
Serving the Middle West
MBS
c*
Wfj
Chicago
11
5OJ00O Watt*
" 720
On Your
Dial
Eastern Advertising Solicitation Office
220 E. 42nd Street, New York 17. NY. for New York City. Philadelphia and Boston
Representative: Ceorge P. Holhngbcry Co
Los Angeles— 411 W 5th St • New York— 500 5th Ave • Atlanta— 223 Peachtree St
Chicago — 307 N Michigan Ave. • San Francisco — 625 Market St.
For your best buy in Chicago television, its WGN -TV — delivering top
audiences for spot advertisers.
17 OCTOBER 1955
105
.i period of time become untypical in
their viewing habits, or in an) other
M'specl ?
(c) Is there a substantial difference
between cooperators and non-coopera-
tors in surveys made by the various
methods?
id i What, if any, are the limitations
of the recall method in surveys of
daytime viewing or listening, where
the character of individual programs
may be indistinct in the minds of the
audience?
i. What percentage of diaries are
actually filled in at the time of view-
ing or listening?
The above are only illustrations of
the range of problems to which we
hope the ARF will shortly turn its at-
tention in the form of actual research.
6*. Comparative effectiveness:
The biggest question advertisers and
agencies ask about radio and television
is the big question for every adver-
tising medium. What is its actual
dollars-and-cents effectiveness in sell-
ing a given product? Every medium
has case histories of success, and NBC.
for example, has convincingly docu-
mented the case for tv's sales effec-
tiveness. But in advertising we are
never called upon to judge a medium
in and of itself, without relation to
other media which might be even bet-
ter buys. Studies which compare the
effects of various media on sales are
lull of methodological pitfalls.
Yet the scarcity of such compara-
tive studies makes it hard to compare
media on any basis other than cost-
lier-1.000 v\ith oranges and apples all
mixed up. The only solution, over a
period of time, is to accumulate case
histories in which specific compari-
sons are made. These will sureK not
tell us that one medium is superior to
another by a given degree. I hey will,
however, begin to define for us the
kinds of product fields and marketing
situations in which each medium per-
forms best.
7. Effective utilization of the
broadcast media: The fixed pro-
gram schedule in which radio and tele-
vision shows appeared at predictable
times and with predictable frequency
is today a thing of the past, as sched-
uling becomes more fluid and flexible.
This is the era of the one-shot, of the
spectacular, of the multiple participa-
tion plans. Isn't this worth some
scrutiny from the advertiser's stand-
point? What differences has it made
in the pattern of television viewing and
HERE'S WHERE YOU
ORDER
THOSE SALES-WINNING
SPONSOR REPRINTS!
SPONSOR SERVICES, INC., 40 E. 49 ST., New York 17, N. Y.
PLEASE SEND ME: RATES
□
copies TELEVISION BASICS NM 30c each
,19 . 25-99 25c each
C1^ pages; ,00 or more 20c each
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(Minimum order for billing
privileges: $2!)
Name
Company
Address
( iiv
Zone State
in the association which the viewer
draws between a particular product
and a program?
This leads to a basic, and still un-
answered, question. What value does
an advertiser get out of being the full
sponsor of a program as opposed to
being a participant sponsor or simprj
a buyer of spot? We have always as-
sumed that the U.S. Steel Hour, the
• •••••••
"One does not ha>e to be an Einstein
to see how great a function public
service advertising could perform in
helping to build a new and decent
foundation under our system of politi-
cal finance. Through tv, magazines, ra-
dio, newspapers, billboards, ear cards —
even match boxes — the average decent
American could be reminded, and re-
minded again of the importance of
good government."
PHILIP L. GRAHAM
Publisher
Washington Post. Times Herald
• •••••••
Calvacade of America — or for that
matter Jack Benny's association with
Lucky Strike or Arthur Godfreys with
Chesterfield — contributed a special
value to the advertiser beyond what it
brought him in air time for his com-
mercials. It is time we examined this
assumption in the light of fresh evi-
dence.
8. Qualitative research: \n radio-
growing years, the difficulties of con-
ducting broad-scale quantitative sur-
veys with the resources then available
to the industry created an interest in
qualitative research. Out of this in-
terest came the pioneer studies of ra-
dio's psychology by people like Paul
Lazarsfeld, Herta Herzog. Rudolf Arn-
heim. Hadley Cantril, and Ernest
Dichter. For a while in the 30"s and
40's there was vivid interest in learn-
ing what listeners got out of soap
operas or quiz shows, of investigating
v\ ho wrote fan letters, and of examin-
ing outstanding cases of radios in-
fluence, like Kate Smith's marathon
war bond appearance or Orson Welles
over-realistic dramatization of the \^ ar
of the Worlds.
At about the time television ap-
peared on the scene, interest in this
l\pe of studv declined on the part of
the broadcasters, though under the
rubric of motivation research it
marched on to dazzling success in the
general area of marketing. Probably
the main reason that television re-
106
SPONSOR
March ha - nol followed tin- qualitative
In-ill i- ill. it the medium haa • hanged
things bo fasl that we have had « >u r
hands full jusl keeping oui statistics
nil in date without worrying about
their deepei interpretations.
It has also been generall) assumed
that what was inn- foi radio was also
applicable in i\. that the reasons wh)
.1 woman listened in a radio Boap opera
were no different from her reasons l"i
****••*•
fcfOver 'M) ilruj; item* miti- introduced
in 19SS. I doubl if I here are ■><> left.
I'lic Ihkki'-i reasons for product failure,
iln lurk of research and consumer lest-
hi;, are onlj a pun of the inevitable
warning signs. Failures follow a pat-
tern— there i- t li «- lack of sufficient
funds, marketing nn<t merchandising
kiiovtlioH, even (town to proper pack-
aging, pricing anil design."
JOSEPH I NGAH
UirGCtOT of Marketing and
Salm Development,
Grey Advertising
^«•l«• 1 or A
• *••*••*
watching a l\ daytime serial. Iliis
nia\ he so — but we cannot explain
the success of the $61,000 Question
audience in terms of the answers we
l:i>I lui tlie S>) i Question.
take television new-, as an exam-
ple. Can there be am question that
the listenei t" radio news is Bftei
something entirel) different from the
viewei "I a television news show ?
I In- radio news listenei wants to know
the latest, something he hadn i \ el
heard. I he t\ news viewei probabl)
expects a pictorial round-up oi m hat
he ahead) knows, so thai he has a set
oi visual reference points to make the
new- real ami intelligible. Most t\
news shows todaj are a kind ■>! cross
between a movie newsreel and the old
radio news format Maybe thej should
Ik altogethei different. W e • an nevei
li-ll without lining -nine research.
What Utilit) does this kiml of Btud)
have fin the advertiser? Simprj thai
it gives u~ a better basis, b) under-
standing oui audience, i" produce the
kiml- ul programs, and the kind of
commercial messages, than can com-
pete successful!) for attention amidst
the ever-growing tumult of demands
on the public's leisure time.
If all the questions posed here seem
unrealistic or over-ambitious, it must
be remembered that this is a prelimi-
nar\ attempt to set down our agenda
for the nexl five years or 10 years, and
nol a detailed proposal on which we
can act tomorrow. * * *
ABCS NEW SCHEDULE
1 1 ontinued ii <un
't oi k City s I lnii-1 Piei re and also in
( In' ago |">--ilil\ iln- -.inn- da) . 1 1
ever, some of the details "i this pro-
graming a- well a- some basi< think*
iiil' about \l'-( Radio I pr< enl and fu-
iiin- have been elaborated in ■ onver-
sations between sponsor and VBC
President Robert I . Kintner, as well
.i~ ( harlea \\ rea, v u e president in
i harge of \L< Radio. I \ i ondei
verbatim report of these conversations
is reproduced Btarting on pa
I he talks \\iih \l!( '. executives and
a look al the programing itself makes
i ii tain things apparent:
I . \P>( Radio's nighttime progi ant-
ing which Mai i~ 21 October, is tailored
lor the in-and-out listening habits of
radio s audit- m e hulas . I his is a< I om-
plished b\ breaking down the two-
and-a-half-houi evening b< In-dule
' 7:30-10:00, Monda) through Frida) |
into five-minute segments \miIi .< few
LO-minute segments thrown in. Thus,
\l!(. hopes, the listener will be at-
tracted to it- network shows b) the
assurance thai he can turn off th<
dio at almost an) time without an)
TV FILM PERSONNEL. FILM REQUIREMENTS, SLIDE REQUIREMENTS AND EQUIPMENT OF STATIONS
IF YOU USE
FEATURE FILM
There's Only One "Buvine Guide" and Yardstick
TV FILM PROGRAM DIRECTORY OF FEATURE FILM
O H
o <
Listing Titles, Stars, Story Line, B&W or Color, Gauge, Year Produced, TV Distributor, His Name and Address, Theatrical Distribu-
z H
O tor, Case History. r-
<
Test | Introductory | Directory Si 5.00 1^^^^°^]
2 n
i BROADCAST INFORMATION BUREAU ^E^TS* =
i-
< PUBLISHERS OF "WHO'S WHO AND WHATS WHERE AT TV STATIONS . TV WHO'S WHO AND WHATS WHERE AT ^
FILM PRODUCERS AND DISTRIBUTORS" "
« ^
O I
fJ33N 3H1 llld 01 1561 H3aW31d3S Nl Q 3 H S IT 3 V 1 S 3 S V A\ fl V 3 a fl 8 N 0 I 1 V ri a 0 i N I 1 S V D Q V 0 a 8 "
17 OCTOBER 1955
107
108
the
big
talk
is
about
kbis
. bakersfield
California
970
The ONLY popular music and
news independent station in
Bakersfield and Kern County,
dominating California's South-
ern San Joaquin Valley 24 hours
a dayl
NEW YORK
CHICACO
ST. LOUIS ADAM YOUNC. |R.
SAN FRANCISCO representative
LOS ANCELES
fear of missing the rest of the show.
This i- particular!) important in auto
listening, when the end of a trip makes
tune-out mandatory.
2. In a neat compromise with long-
ci length program demands of listen-
ers, these miniscule segments are tied
together in units of 25-minutes, with a
common theme dominating each unit.
(The half-hour is filled out with the
network's regular fi\e-minute news
-hows, i Moreover, ABC takes issue
with Monitor land its emphasis on the
"unexpected") bj programing these
units at the same time ever\ night —
that is. in strips. ABC feels scheduled
programing is fundamental to radio
listening, if onl\ to make it easier for
the listener to remember what is on.
3. The five-minute segments also
serve another, and possibly more im-
portant, purpose: they permit the net-
work to sell single announcements in
a clearly defined program segment
The sale of individual announcement-
is certainl) not new. The network prin-
ciple is well ensconced in radio net-
work practice. ABC. however, has
added a new twist by surrounding
each announcement with its own piece
of programing.
4. The programing itself is clearly
programing of the new era. It is
notable for the absence of music.
1 here is nothing coincidental about
this. The network put in six months
of research before putting together its
new lineup. "These research studies
showed." Kintner told sponsor, "that
there was a great abundance of music
through the country, but in its shift
away from the old radio pattern, prac-
tically all of the stations had resorted
to music as a means of attracting lis-
teners." There was no need. obviousU.
for more music
But the studies also showed a de-
mand for what Kintner calls "person-
alized information. This includes
news and weather but also includes
such information "as can satisfy the
emotional anxieties of people and sat-
isfy their desire to improve themselves
physically and can satisfy their desire
to live better. Thus, the first group
of segments contains news and news-
teatures: the second, visits to interest-
ing people and places: the third devotes
itself to home. famil\ and personality
problems; the fourth emphasizes the
aural nature of radio bv bringing
"sounds" of various kinds into the
home, sounds of people, stories, modern
life and sounds of no importance at
all: the fifth unit provides off-beat
material, including humor, science
fiction and story -telling.
The cost picture: The face-lifting
that is taking place this year on the
various radio networks involves a
variet) of different program and sales
• ••••••*
»*The segmented and regimented net-
work plans (for spot programing) offer
little on the program side that local
m.c.'a and talent, news wire sen ice* and
record and transcription libraries can-
not equal or surpa--. And on the plu-
side for genuine >pot are program
identity, community merchandising and
>ales tie-ins and promotions — right in
the local area* where the programs are
heard and consumer sales are made."
JOSEPH J. WEED
Founder
Weed & Co.
plans but there are man\ similar
aspect-.
For one thing, all the am webs are
aiming at one thing insofar as salr-
are concerned and that is to provide
the advertiser with a flexible method
of buying announcements so he can
reach large cumulative audiences over
a period of time and at a low cost-per-
1.000.
NBC does it with Monitor and will
do it with Weekday. CBS does it with
its new segmentation plan, in which
certain nighttime and weekend sin m
are offered on a participation basis
Mutual does it with its long-running
Multi-Message Plan and its run-of-
schedule plan under which advertiser-
can buy five-minute shows which the
stations can play back at am time
during either the morning, afternoon
or evening.
"I got the idea from KRIZ
Phoenix — it's advertising with a
punch!"
SPONSOR
I hese spol cai i ier plana ai e almost
invariably in the low-price category,
though, "I course, cost-per- 1,000 is
inothei question. In man) cases, the
i osl ol an inili\ idual station on the
network is less than the national spol
i. id- ul the station and this pri< e spread
has ben attacked, parth ulai K b)
station representatives, .1- .1 Factor thai
1 .in undei mine tin- economic base "I
station operation and thus effect the
entire medium.
I he final 1 ate "I \T>< !'s new e\ ening
programing plan was m>t set at
sponsor's p r ess t i m e but it w ill
probabl) be similai to the pri< e lor the
five-minute news shows which are
now on at night ami which will be
incorporated into the new nighttime
■schedule. Hiese are sold at $800 pei
show with frequency discounts bring-
ing the price down to $700.
Kintner told sponsor thai the pri< es
now being charged for \\\(. Radio
during both daytime and nighttime
"are comparable to the prices that
our affiliated stations arc charging for
spot. In other words, there is no
real incentive other than the ad-
vantages of a network l>u\ for an
advertiser to bu) the network rather
than l>u\ ing locall) ."
Vyres added he "could, perhaps.
disagree a little bit with" Kintner to
the extent that it i- possible that sta-
tions would lose business to the new
nighttime sales plan. Hut. \\res said,
the chances of getting new business
are enhanced bj the new programing.
\ comparison was made 1>\ sponsor
between what advertisers pa\ foi \IU
stations on a spot basis and what the)
could gel them for, assuming the
evening announcement rate on the net-
work was set at the $700-1800 level.
In making this comparison, sponsor
chose four typical large stations and
four typical small stations. To find out
what an advertiser pays for a station
in a network buy, the following was
done: The network's gross one-time
evening rate was divided into the sta-
tions gross one-time evening rate to
find out what percent of the gross net-
work cost was apportioned to each
station. I hi- percentage figure was
applied against both the $700 and
$800 cost and this was compared with
the station'- published rate for one-
minute evening announcements, the
one-time station rate against the sta-
tion's share of $800 and the maximum
published station rate against the
station's -hare of $700.
In the figures below, the right-hand
< oliimn show - the spol 1 ate, the lelt
hand 1 olumn the 1 "-1 "I the stal ion
to the advertise) in 1 nel w 01 k buy. I he
top ol each p. in ..1 figures 1- the
time rate, while the bottom 1- n
mum 1I1-1 1 unit 1 ate :
STATION
Ml 1 WORK
■pi > t
\ ill ) nrl,
/ M3.12
j
|9
WIS
( hu ago
/ -2:.m
\ 24.22
k< MO
Kansas Citj
/ 14.64
\ I2.H1
IH.no
\\ J\\
< In eland
/ 9.20
t 8.05
15.00
10.50
KOAT
ilbuquerqut
/
t 2.69
B >0
5. 19
KPMC
Bakersfield,
(,il.
} 2.05
1 1.79
12.00
5.00
WELL
Hm '/<• ( reefi
Mali.
) 1.02
\ .90
T.r.u
5.00
WTNT
Tallahassee,
Hn.
j .47
5.75
ABC Radio's future: The new night-
time programing offered h\ \1>C 1- .1
dear vote of confidence in network
radio'- future. The cosl ol putting
on and promoting the new schedule
in\ ol\ es, said Kintner, the la 1
radio expenditure "I M!< since I '' M
I In netw 01 k exei utives feel sure
there 1- enough advertising money
around i"i VB( Radio to exisl and
make .1 profit V- a mattei ol facl
the) feel the) have improved theii
competitive position vis-a-vis M'.<
Radio so thai then- 1- .1 g I possibility
thai \l'>< Radio will bei ome the
numbei two netw oik : the) e\ en
have theii sights on the numbei one
position. Kintnei made 1 leai in lalk
inv to sponsor thai while "basil all)
the pi ofits of out 1 ad Deration 1 ome
from our own stations, VBI Radio
i- not in business merel) to suppl
programing i"i the o&o's. He said he
actually believed thai the o&o's could
make the -.inn- ini.nn .1- independents
a- the) make as network affiliates
and. perhaps a little more.
Kintnei al-o indicated that while
\l!( had considered the possibility of
converting itself into a program serv-
ice a la the Associated Press kind of
operation, the idea was rejected be-
cause ABC believes the presenl opera-
tion combines the ad\ anla-res of hoth
a program service and a conventional
network sen ice. * * *
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M. -12 Noon
Mon. thru Fri.
12 Noon-600 P M
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
\nf Cllf* ■ ■ ■ Akron's only Independent— we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
17 OCTOBER 1955
109
JAZZ-UP YOUR SALES
IN THE SHREVEPORT AREA
with DR. JAZMO
Hardie Fraziear
"Dr. Jaimo",
. . . rinqinq the bell
with a selling tell
that makes
cash registers
chime all the
time . . .
Rhythm and Blues for 2
"well listened to" hours.
3-5 P.M. Daily.
KANV can proudly boast of its all Ne-
gro Air Personnel . . . who know the
Negro Market and know how to sell it.
Contact our Rep. in your region. He's
got the KANV facts for you.
Dora Clayton. Atlanta, Ca.
Harlan C. Oakos, Los Angeles, Calif.
Bob Whittig, United Broadcasting, N. Y.
Richard Eaton, United Broadcasting,
Wash., D. C.
KANV
1050 Kc.
250 Watts
DAYS
SHREVEPORT, LOUISIANA
KINTNER-AYRES
iConlinitrd jrom page 39)
from our own stations. However, we
are not in the radio business to supply
a program service for our own sta-
in ms in order to let them realize a
profit. We actually believe that our
own stations as independents, could
make approximately the same amount
of money or perhaps a little more than
they do as affiliates to our radio net-
work. The reason were staying in the
network business is because we have
made a profit on the radio network.
We have improved our basic position
as it relates particularly to NBC. We
believe we have a good possibility of
certainly becoming the "number two '
radio network, and perhaps the "num-
ber one" radio network. We're in the
radio network business to make a
profit; not to supply program service
for our own stations.
Q.
(jaffe) Is is possible that you
will be taking revenue from the o&o's
they are now getting from national
spot by segmented selling, thus losing
revenue at that end?
A.
(kintner) I'd like to have
Charles Ayres answer this more in de-
tail, but 1 think there was a great
fallacy growing up. particularly con-
tributed to by the arguments of the
associations for spot representation.
First of all. the prices at which we
are selling the ABC Radio network in
the daytime and at nighttime are com-
parable to the prices that our affili-
ated stations are charging for spot.
In other words, there is no real incen-
tive other than the advantages of a
network buy for an advertiser to buy
the network rather than buying locally.
If you'll make a study of the spot
rates through the country and the net-
work rates you will find that they are
comparable and that we are charging
for stations in proportion to the prices
that thev themselves set upon them.
I don't believe that the theory that the
networks are destroying spot business
is a correct one. It is true that there
is only a certain amount of advertis-
ing dollars which must be divided
among various media. Rather than
pose spot versus the network. I think
the problem should be posed in con-
nection with all media. There are
certain advantages to local buying and
national advertisers will always use
local stations. There are certain ad-
vantages to buying networks for na-
tional coverage. We do not think that
our local stations that we own will
lose any spot business to the new ABC
Radio network plan. Charlie, perhaps
\ou would like to elaborate on this.
i ayres l I could perhaps disagree a
little bit with Mr. Kintners last state-
ment, in that it is possible that some
of our own o&o stations could lose
some spot business. On the other hand,
their opportunity of getting new busi-
TIMEBUYING BASICS
(jUSt OUt)
40.000 key words by 33
limebuying and timeselling
specialists in the only book
of its kind. Invaluable to
timebuyer. account execu-
tive, ad manager, station ex-
ecutives, reps. S2.0O. Write
Sponsor Services. Inc., 40
E. 49th St., New York 17.
ness via this network plan is consider-
ably enhanced. Within the last week.
for example, we have signed six new
advertisers to this network on the
Breakfast Club. Now. whereas we all
know that the amount of revenue that
our affiliated stations receive on net-
work business is considerably lower
than on a national spot, you can theor-
ize this way: That here is some busi-
ness that ABC affiliates are going to
get. which, chances are. they others i>e
would not have received had it not
been through a segmented plan.
The same thing applies to some
other five-minute operations: our news
operation in the evening as well as the
1,000,000
WATTS
st in Power
and Coverage
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
110
SPONSOR
experimental program thai wt used
in testing tlii^ five-minute, oi rather
aented, plan It lien a Girl Marries.
Ili.it was tin- li r>t program we used
,i- sort >>l a blueprint t<> see whether
in m>t this thing bad enough sex ap-
peal for advertisers to come aboard.
So you can argue the pro's and con's
of network versus national spot, but
the fact remains that main \\\(. -ta-
tions will be getting business that t h<-\
had not heretofore received.
Q.
DAVID ) Issitming that then-
ar r it number of a (filiates who feel
you're in competition with them for
the spot dollar, hare you considered
the possibility instead of providing
this programing to the affiliates and
charging them for it? The) would
then sell it on a spot basis.
A.
(KINTNER) It would obviously
be possible to supply a programing
service for a fee — somewhat similar to
the Associated Press or the United
Press. However, we have decided not
to do it because we believe our pres-
ent plan combines the advantage of a
program service together with the ad-
vantage of the present affiliation con-
tracts. If you look at the segmented
plan that has been developed both in
the daytime and nighttime on ABC,
Mm will find certain definite periods
that have been allocated to the sta-
tions for local and spot sale without
payment to the ABC Radio network.
We believe that a combination where-
by our programing is made available
localK as well as nationally and the
continuation of the basic affiliation re-
lationship is the proper course. As to
the future, it's anybody's guess, hut I
believe we are quite aways away from
this so-called program service concept.
I [i.iaffki If hat is the status of
the affiliates now as far as the neu
programing is concerned?
A.
i kintner I The ABC segmented
plan in the daytime and nighttime is
$99.00 INVESTED in the
NASHVILLE, TENNESSEE
NEGRO MARKET
SOLD $3,500.00 in appliances
-i. WSOK
ir> accordance with the basic contracts
between \K< and it- affiliated stations,
which permit the -ale of five-minute
segments bj the network, rherefore,
thru- i- no neceasitj l"i a < ontrai tual
change in our relationship. We have
discussed the nighttime plan and the
daytime plan with our stations' \<\
visorj ( ommittee, w hi< h i- unanimous-
l\ fa\ orable to the idea. \\ e've ob\ i-
ouslj fulls informed oui affiliates and
H hile there i- no ne< easit) l"i a n-
sponse we've received approximate!)
LOO responses from our top stations.
\ll hut a \er\ feu were favorable.
(jAFFE) How large an irn est-
merit does the neu programing and its
promotion represent/ It e would as-
sume that it's important uitli a neu
concept life this to get the entire coun-
try aware of the fact tlmt something
is happening on ABC.
A.
i KINTNER i I don t think we
should tell you the exact amount of
mone) that we are putting into the
nighttime programing and into the
improvement id the da\ ftime. hut I
ran tell that its the largest radio ex-
penditure that ABC has made since
1944. lou're correct in that we be-
lieve our sales promotion extremeU
important, as is audience advertising.
I (DAVID I Well, one question that
has just occurred to me — and it may
he that I am not sufficiently familiar
with the neu pattern fait it somehou
seems to be reminiscent of Monitor.
And I note that ABC has stated in the
past that you are beating Monitor all-
hollou on the neck end. Why go into
a Monitor operation therefore?
A.
|_ l(KINTNER) It i- correct that
our weekend news out-rates main
times the Monitor operation. It is in-
correct that this new nighttime pro-
gram is patterned after Monitor, al-
though as you say. am time you break
a program from a 15-minute and halt-
hour concept into a five- and 10-minute
concept, it may be reminiscent ol
Monitor or of the CBS segmentation
plan which has been used in the day-
time on Columbia. The difference be-
tween this program and Montitor in
our judgment is that we have created
five basic themes and that the seg-
WSAU-Tv
WAUSAU, WISCONSIN
ABC • DuMont
CHANNEL 7
110,000 watts
1,921ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
ft eprt tented by
MEEKER. TV.
Haw York. Chi., las Anfala*. San Fran
Stockholders Include
RADIO STATIONS
WSAU -WHIR - WATK
NEWSPAPERS:
Wauvau Daily Record-Herald
Marshfield News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
17 OCTOBER 1955
111
i, „nl- will he set as to the type of
program on the same time each day,
Monday through Friday. As you know,
Monitor has the unexpected quality.
^ mi don'l know exactly what is com-
ing up. We believe that our concept
,,| fixed positions is better. As you
will see when you hear the program,
we arc devoting a great deal more
attention to m to solve the personal-
ized demands of the individual. I
think when you hear the ABC night-
time programing you will see how dif-
ferent it is from Monitor.
We feel that our research shows the
people would be more satisfied if they
knew of a particular time of the night
a particular type of program was com-
ing on, which, of course, is the basic
concept of radio over its 28 years of
history. I'd just like to add one thing:
There's nothing sacred in the radio
business about a 15-minute and a half-
hour concept. It just grew up in that
way. Basically what we are putting in
are five- and 10-minute segments of
half-hour theme programs, which is no
different than having a show that
changes its tempo and no different
than having a variety show that brings
on different acts because each of the
five half hours will have a common
theme. * * *
SPONSOR ASKS
(Continued from page 71)
tion, thereby saving themselves some
six months' time on normal methods.
Cost? About that of a one-hour
network telecast to a similar number
of markets.
William P. Rosen sohn
Executive Vice President,
Sheraton Closed-Circuit Television, Inc.
SHOULD AID AD CAMPAIGN
• Closed-circuit television is basical-
ly a medium of communications. It is
a medium which employs the full tech-
V
jfoieji
Lexington Avenue
at 48th Street
niques of television as we know it at
home, but which, by its method of
transmission, allows only selected audi-
ences to be reached. In short, it is
private television.
The marvels of television itself are
known to all of us. The impact that
can be achieved, the demonstrations
that can be made and the program
matter that can be covered are familiar
to every set owner. To these basic
advantages, closed-circuit adds three
important ingredients.
First, it provides the use of a
threater-size screen for viewing pur-
poses. Needless to say, the impact of
any program so viewed is heightened
tremendously. The fact that you san
see the president of your company or
your sales manager addressing you on
a 15x20-foot screen makes it a most
effective form of communication.
Second, closed-circuit television is a
completely flexible medium. It does
not require audiences of several thou-
sand people in each city, but networks
can be set up so that a handful of men
can be made to feel at home. This
flexibility means that cities on the net-
work can have audiences ranging from
10 to 2,500. In addition, the telecast
can provide the highlight of a meeting.
The men who assemble for the closed-
circuit program can remain to hear
their local leaders discuss matters of
local importance.
Third, one of the unique and per-
haps most important advantages of the
closed-circuit medium is that it offers
a real opportunity for local participa-
tion. This can be done through the
utilization of two-way audio lines. This
would make possible questions and
answers from any city on the network.
The foregoing qualities of closed-
circuit have been outlined without any
reference to the basic advantages in
using the medium, such as the great
economy that can be effected, the
travel time that can be saved, the time
away from the job that can be mini-
mized, the fact that the real leaders of
a company can now become familiar
figures to each employee or agent of
the company.
As to the best method of using the
medium, my own feeling is that it
should be used as a regular means of
communication. It is a well estab-
lished policy of many companies to
hold scheduled sales meetings either
once a month, once a quarter, or twice
a year. Closed-circuit, if used in this
manner, could well establish a highly
112
SPONSOR
desirable, close-working relationship
between a compan) - top tnanagemenl
ami it- field l"i' es.
The medium should be used nol onlj
in launch a new product. It should
In- used not onlj t«> discuss startling
new -air- plan- foi a < oming cam-
paign. It should also be used foi a
discussion ol the day-to-day, week-to-
week, ami month-to-month problems
that confront all the men in tin- field.
\- business conditions grow more
< ompetitive, tin- need l"i selling ami
haul selling \% ill become a more
dominant factor in the market. Closed-
< in mt offers a tremendousl) powerful
ami economical mean- ol getting a
maximum amount of selling power
from one s -ales force.
Interestingl) enough, the power of
the medium is perhaps best attested
to 1>\ thi' lad that most ol the major
((Giving i In- | • 1 1 1 • I ■ • a chance t<> tee rab-
■eription television in operation and to
determine ft»r itself whether it can have
t 1 1 . i i^lii tti i>.i< lor tnhacription pro-
gram- -urli a- thr recent Marriano-
Miiinc heavyweight championship figlii
ami great first-ran motion pictures
v» liit-h cannot otherwise l>t- seen in the
.'M> million tv homes is tin- only waj it
ran be decided. . . . I'roliilntinj; Mili-
■cription tv before the pnblic has a
chance to try it is l'roli it>it ion in its
«or-t form."
COMMANDER E. F. McDONALD
President
Zenith Radio Corp.
• •••••••
companies which have used closed-
circuit have alread) come hack for a
rid and. in some instances, a third
use ol the medium. In the month of
September, for example, we put on
telecasts for the American Manage-
ment Association and W'yeth Labora-
tories. In each instance this marked
the third time that these organizations
have used closed-circuit within a one-
Mar period.
we look forward to an expanding
use of the medium l>\ a continuously
growing number of companies. It is
m\ firm belief that closed-circuit tele-
vision, because of its impact, its flexi-
bility and its unique abilit) to let local
audiences participate, offers a dra-
matic, effective and unique medium
of communications. I think that ad-
vertisers who now rel\ on home tele-
vision to sell their products to the
public will soon come to relv on
closed-circuit television to sell their
ideas and enthusiasm to their field
forces.
Fanshawe Lindsley,
General Sales Wanagei
T.\ 1 Tele-Sessions
FOR MEETINGS, NOT ADVERTISING
• Closed-circuit t\. as conceived by
I \ T for business and indu-lr\. means
a simultaneous, private, bigger-than-
life-size tv presentation to selected
groups assembled by the sponsor in
meeting places ol his choosing.
By taking people and products di-
rect to the field whenever and wherever
the Bponsor desires, closed-circuit t\
brings a completely new and exciting
tool to -.ilc- promotion ami merchan-
dising.
B) bi inging top management dire< i
K to -ale-men. dealers, distributors
and othei people with whom a national
compan) doe- business, closed-circuit
t\ performs a vital and effective role
in inloi ming the field direi tl\ from
the hoi se's mouth. \- bu< b, « losed-
circuit t\ i- .i « ompletel) different
medium 1 1 ..in lu oadl aSl lele\ ion.
Vmong the mosl i ompellii ele-
ments in closedn ii< mi t\ i- tlr tre-
mendous impat t delivered b) bi
than-life-size pictures. \ml it i- b
thai I N I differs from tin- broad*
networks thai oiler a small-size picture
in studios on ordinary home sets for
the pi imai \ put po-e ol men handising
llieii own programs either to potential
sponsors oi new sjionsor- who have
boughl programs to be televised into
the home. The type ol Bmall-size
closed-circuit u offered l>\ broadt a-t
network- in Btudios hasn't brought
forth either the sponsoi oi audien< e
satisfaction thai INI- highl) special-
ized and careful!) tailored big - 1 1 "ii
presentations have. \t the present
time, TNT is the only compan) win. h
own- and operate- bi.L' -non facilities
IS
^^%%%%%%^0°J
The third largi st metropolitan
market in Canada is tin I tuv r
retail trading area. Tl>< first
radio station in this rich but)
is CKWX
and...
(In fact is more p< ... to CK WX,
day (in<} night, month iii and month out, than to
any otln r station serving this market.
RADIO VANCOUVER
rIRST IN CANADA^ THIRD MARKET
reps: W pany • A" -Canada /■' • I
17 OCTOBER 1955
113
YOU GET
1,000.000 WATTS
17 COUNTY COVERAGE
IN N. E. PENNSYLVANIA
NBC BASIC BUY
FASTEST NEWS SERVICE
TO COMMUNITIES
OF AREA
r
ENGINEERING
KNOW-HOW
NBCRCA COLOR
BEST PICTURE
-TV Ch. 28
Wilkes-Barre, Pa.
National Rep. The Head ley- Reed Co.
EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
SALES WITH SHOWMANSHIP
HILLSIDE HOEDOWN
Saturdays 9:30-11:30 P.M.
Evansville's ONLY weekly Barn Dance —
televised LIVE from downtown Evansville
every Saturday night.
PARTICIPATIONS AVAILABLE
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
CHANNEL 50
NOW OPERATING
WEOA— CBS RADIO
from coast to coast, and it should he
noted that a TNT closed-circuit net-
work is, in effect, a highly mobile sys-
tem of disseminating important busi-
ness information in hotel ballrooms,
theaters or auditoriums.
The creation of a closed-circuit pro-
gram requires different techniques
from home broadcast programs. The
stars on our medium are corporate
management, their products and ser-
vices. Thus the use of big-name talent
is apt to distract attention from the
job at hand. This does not mean that
talent is inappropriate for closed-cir-
cuit tv, but rather that it occupies a
position of second billing.
It is fast becoming apparent that in
this age of specialization, successful
closed-circuit business presentations
require the knowhow, experience, facil-
ities and services of a company such as
TNT that is wholly commited to build-
ing a substantial business from closed-
circuit tv alone.
Morris A. Mayers
General Manager
Closed-Circuit Operations
Du Mont Television Network
EFFECTIVENESS WITH ECONOMY
• Closed-circuit telecasts are prov-
ing to be a most effective means of
closing the gap between the adver-
tising and sales departments in many
organizations. In the days before this
modern medium of visual communica-
tion was readily available, it was a
common experience for an advertiser
to find that while his heavy expendi-
tures for advertising developed con-
sumer and trade interest in his prod-
uct, a desired volume of sales failed
to materialize because the salesmen on
the firing line were not securing the
orders.
An attempt to correct this condition
resulted in the familiar sales meeting
— usually at the distributor level and,
for the very-well-heeled organization,
even at the dealer level. These meet-
ings gradually became more and more
costly in both money and time and,
strangely enough, their effectiveness
diminished proportionately. The rea-
son for this phenomenon was that the
increase in cost was due largely to
non-essential trimmings — entertain-
ment, liquor, parties, etc. which actual-
ly interfered with the main purpose
of the meeting. The decrease in effec-
tiveness was partly due to the distrac-
tions mentioned above but even more
to the fact that the increased cost
made it necessary to limit attendance
to the distributors' or dealers' "top
brass." Another factor contributing
to this result was the time taken up
by these meetings, not only during the
meeting itself, but in traveling to and
from the place at which the meeting
was held.
Closed-circuit television has made it
possible to maintain closer, more ef-
fective and more continuous contact
with a widely dispersed organization
than was possible with the old-fash-
ioned sales meeting — and at lower
NEW
CLEANS
U order
delivers
the Negro
Population
of the
Souths
Largest Markets
Houston ...cut$ cost too!
WORTH-
>ALLAS
srmerly KWBC
negro radio
Gill-Perno, Inc., Nat'l Representatives
Lee F. O'Connell, West Coast
114
SPONSOR
, osl in both mone) and it^ important
equivalent, time.
It i- almost ti ite to refej to the sales-
man's area "I operal ion .1- the "fit ing
line." II. however, we think of it ;h
inch, we vv i 1 1 recognize the importance
of keeping thi> front line soldier \s ill
equipped with ammunition and, <>f
equal importance, doing everything
possible in maintain his morale. Noth-
ing is more demoralizing to soldier
01 salesman that to feel that he is
winking alone directed bj some re-
mote and faceless commanding gen-
eral who doesn't know he exists. The
proper use of closed-circuit telecasts
will enable an advertiser to feed sales
ammunition, not just to the top brass
in his distributing organization, but
directly to the front line salesman. It
makes it possible for these men and
women to know the men who direct
their destinies and to feel that they are
part of a team and not a group of
isolated individuals.
If anyone doubts the effectiveness
of television as a motivating force, he
will be interested in a statement made
to the writer by Billy Graham, the well-
known Evangelist who used closed-
circuit television in Scotland and
Canada to sell salvation. Dr. Graham
said that it was found that among
those people who attended these cru-
sades, the results, in terms of "de-
ciaions" and contributions, were at a
higher level among those who saw and
heard him on television than among
the people who were actuallv in the
auditorium where he spoke.
It is a regrettable fact that salvation
is harder to sell than toothpaste, tele-
vision sets or automobiles. Adver-
tisers would do well to take a leaf
from Billy Graham's book, putting
this electronic tool to work more con-
sistent!} to build bigger sales. * * *
SPONSOR'S FOURTH
ANNUAL FARM SECTION
(.11 October issue I
The industry's annual anal-
vms of farm radio and tele-
vision. How admen buy
lime lo reaeh farm homes,
latest trends in commercial-,
programing for farmers.
ROUND UP
1 Continued ji nm p
Northwest edition ol T\ Guide; John
Eichhorn, assistant to the general
manager ol KING; Jack Sullivan and
Ed Baker, manager and assistant edi-
toi respectivelj of the Pacific North-
west edition of TI (rliitle; ()||,, Brandt,
\.|>. and general manage] ol KINK;
Lou Guzzo, drama-h editor of the
Seattle Times; \'ed Eiullinger, dir toi
of station relations for rYBC, who ac-
companied Jahncke on the tour; Jack
Lynch of the promotion and publicity
department at KING.
» • •
\ new -roup of radio and t\ Stations
have formed an advertising alliance
called \Ol.\I \C. The name is derived
from the names of Trinity Broadcast-
ing President Gordon McLendon. and
his father-in-law. former Governor of
Louisiana James A. Noe.
Five independent radio stations and
two tv stations are members of the
NOEMAC group at this time, but more
may be added at a later date. The sta-
tions involved include. Trinitv's KEIF.
Dallas: WRIT. Milwaukee; KELP, El
Paso; KOKE-TV, El Paso; (which
on the aii in I )e< embei 1 and
Noe's \\ NOE, N< • Orleans; KNOE
and KNOl TV, Monroe, I 1.
I't initj Bro tdi a entlj an-
noum ed it- intention oi acquit
other ,1111 and t\ propel I 1 ipidl)
possible. Ti inits - '•• it ition,
Kill, i- affiliated ial< with
Kl 1/ Fort Worth.
• • •
I he M inneapolifl < hambei 0 I
men e Promotion and Publicity
mittee re< entl) completed a 1 klet
called " I'w in < it\ Kadio-'l ele\ ision
I tin-' tory. I hi- booklet is designed
for local publi< its < hairmen anxious to
gel theii matei ial on the air.
'I he booklet de» ribes the pnx edures
for utilizing the publii service f.u ■ i 1 i t i • -—
of the 1 1 radio and four t\ stations in
the area, including the propei prepara-
tions of material, persons to contact
and deadlines. The purpose of the
project is to standardize the material
fed to these stations to enable them to
do a better job.
» • •
St. Louis' KMOX received the Cer-
tificate of Merit for outstanding co-
operation with the U.S. Army Recruit-
ing Service last month. In presenting
"Vvh.it are people doing with all
the radios they're huying? Using
them for door stops?"'
*Big Brother WMT (also a
radio station) gave me permis-
sion to reprint the above. I
just couldn't resist it. Any-
thing they say about radio I
subscribe to. too!
w-PAL
of Charleston
South Carolina
Forjoe & Comp
17 OCTOBER 1955
115
SKYLINE
GROUP
DISCOUNTS
worth
investigating
NOW ... .
KDYL-KTVT
i KLZ AM-TV
i KOB AM-TV
SKYLINE GROUP, RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, New Mexico
J. I. MEVERSON. 3432 RCA BLDG.. N Y.
THE KATZ AGENCY • BRANHAM CO.
mmmmmmmm
Discover this
Rich Market
Covered Exclusively
by KHOL-TV
• 30% of Nebraska's
Entire Farm Market
• 128,000 Families
• With a 1/2-billion
dollars to spend
High per capita income based on
irrigated farming, ranching, light
industry and waterpower.
For information, contact Al Mc-
Phillamy, Sales Manager, or your
nearest MEEKER representative.
KHOL-TV
Holdrege & Kearney, Nebr.
CBS • ABC • NBC • DUMONT
the award, Lieut. Col. Allen M. Hunter,
recruiting commander in the area, com-
mended KMOX for its "fine contri-
bution toward adequately maintaining
our defense position with its public
service announcements in behalf of
the recruiting service".
* * *
The latest step in the expansion of
service facilities of KWWL and
KAVWL-TV, Waterloo, Iowa, is the
completion of the 1,125 foot tv tower
which was just completed in Septem-
ber. The tower and the 316,000-
watt transmitter were rushed to early
completion.
Present at the ground breaking cere-
monies when the tower was started
were (1. to r. ) ; Lyle Harvey, public
relations; T. W. Kirksey, director of
engineering: R. J. McElroy, general
manager; Don E. Inman. sales direc-
tor of the station.
• • •
FIVE $64,000,000 Q'S
{Continued from page 33)
public interest responsibilities more
effectively with their own programing.
But $64,000 Question makes those
who have not wholeheartedly accepted
network program control more hope-
ful. For the first time in years the net-
works have been seen to be eager to get
something from a client I of all
people). One red-hot idea has been
able to accomplish what having mil-
lions of dollars to spend could not do.
It's probable that the promises of NBC
to Revlon and the counter-proposals of
CBS have been exaggerated in trans-
lation. But the irrefutable moral for
the advertiser is that if you can find
a property with surpassing sex appeal,
and then get a slot for it, you have
obtained the bargaining position of an
advertiser five years ago with money
to spend in telex ision.
If the stimulus of 864,000 Question
doesn't prove sufficient to partially
bring back the independent packager
and the client-oxxned shoxv, it's con-
sidered likely this season will mark
the last occasion on which network
program (luminance is seriously ques-
tioned.
It's a matter, perhaps, of how long
$64,000 Question keeps Revlon in a
commanding position, not to mention
its agency, Norman, Craig & Kummel.
The succesor to William Weintraub
Co., NC&K had only a toehold left in
big-stakes network television after the
decline of Weintraub from its major
status in network television four or
five years ago. With the success of just
one show, the agency is suddenly re-
established among those shops able to
go to the head of the line when a time
period opens up. Hence it looms as
more attractive to nexv clients, a lesson
which will not be lost on other agencies
MAKE
YOUR
HEADQUARTERS
FOR
« 2 >
STOP
MOTION!
LIVE
ACTION!
+°*t^V
a*t
x&
NEW YORK
357 W. 44th St.
CHICAGO
1331 S. Wabash
116
SPONSOR
if there's a noticeable pay ofl foi NC&K.
Editor's note: \ sign "I progress
in the making is the reporter's inad-
vertent bestowal <>f initials on the
ap'iH'N . a l"i in "i abbre\ iadon w bal
ii usuall) 5 ears in coming, i
.'{. Will tin' long slum- he a perma-
nent fixture'/ Wherever tlir cognos-
centi gathered at the beginning of last
season, ii was -.ml thai the Bpectaculars
were built with color i\ in mind.
The assumption was thai NBC wanted
to light a fire under color television,
ami as a result decided to turn to
Broadway -length shows. Hie poop had
- well thai NBC sought to dominate
the audience, and leave gaps in the
Nielsen pocket piece where the other
networks used to live.
I he spectaculars have become es-
tablished to the point where CBS has
allied it- own 90-minute series simplj
nise even at ratings which are
onl) good rather than stupendous
spectaculars have something certain
idvertisers want: namel) conversation
value, merchandisabilit\ to dealers.
stature over and beyond their circula-
tion.
\\ bat remains to be seen is (a)
ATTENTION, RADIO
SPONSORS
NOW YOU CAN REACH
THAT BIG RICH
CHICAGO BILLION DOLLAR
NEGRO MARKET
721 500
LATEST FIGURES
"JAM WITH SAM"
The disk jockey show that
is the talk of the toxen
Mondav Thru Saturday —
9:30P.M.-12:00M.
WGES^S.000 Watts —
1390 Kc.
PARTIAL LIST OF SPONSORS
ARMOUR — Carnation — Coca-Cola
Ebony Magazine — Illinois Hell
Telephone — Lucky Strike
Miller High Life
WRITE, WIRE OR PHONE FOR
AVAILABILITIES
SAM EVANS PRODUCTIONS
203 N. Wabash Ave., Chicago, III.
Phone Dearborn 2-0664
m bethei ihi- stature m ill carrj through
a season in w hi< h the spe< ta< ulai be«
• mum'- a frequent part of the s< hedule
ami (b) w bethei the automotivea w hi< h
have been the majoi supporters ol
the spei t.i' ulars • an < ontinue to sell
cars at a i ate which en< oui ages ex>
ti.n aganza ad> ei tisin
\\ liai.\ ei the Future of the I
shows, there Beems little question
among adi ertisei - and agen< iea thai
the half-hour Formal will remain a
staple on networks toi man) seasons
in come. Most types of products, ad-
men poinl nut. h ill alwa) - depend on
regular advertising impressions which
a client can get 1 1 ona a half-how -h<>w
of his own, and which the COSl <>f
spectaculars make- prohibitive.
/. W ill the big-money quia cycle
develop ami last? The sen mil Lou
Cowan big-monej show, Big Surprise,
premiered on NBC just prior to SPON-
SOR'S presstime. Capsule comment from
sponsor: Slick reshaping of the
$64,000 Question elements a hi Ii I-
son-Todman's multiple variations on
the original B hat's My Line? format
lint what work- with a low-kej panel
programing may not work with emo-
tional-appeal programing like the big-
mone\ quiz. In an apparent attempt to
build the money excitement quickly,
the m.c. on Big Surprise twice told
contestants in the premiere show that
he "was sure they could win the $100,-
000." if they came back to tr\ again.
It remains to be seen whether news-
paper editors will give the second
round of suspense stories the same
continuing play as was accorded
$64,000 Question. Missing, too, from
Big Surprise is the natural story quality
of paradox: in other words, the switch:
the shoemaker who knows opera, the
cop who knows Shakespeare. Big Sur-
prise contestants start out answering
questions about their own past, a
subject they should know.
Too. Big Surprise is an early-eve-
ning program i Saturday 7:30 to 8:00)
contrasted with $64,000 Question on
Tuesday night at 10. If the show over-
comes these obstacles, it will encourage
other imitators; there's no patent on
giving nice people money. It could,
moreover, help the Perry Como Show
with its audience carryover. How-
ever, on its opening night, Big Sur-
prise scored a mere 11.5 against Beat
the Clock's 20.4 on CBS.
Whether Big Surprise pulls well or
not, $64,000 Question's- future could be
fit
POWER
LUMBER
rV!'*> AGRICULTURE
I
Tht
•fob
N
°rth
" Sth
■°unf
u/0f
So/c,
*Ojf
on.
5TjC.
Sth
>th
th
}95S
y Ma
^
e P,
"cifi,
9or
M
4<y
'Sto
955.
for
*cr*
«nd
"» Pop.
Xeta,i
}"Wn0
M
s O,
"of;
°"o/
C BS K*d*o
5.000 WATrS-l280KC
EUGENE. OREGON
WANT MOR£ FACTS ?
-co/vrAcr tvssp e co.
liiiCe 1/tei<M
IN THE LAND OF
MILK ANDl*ONEY
THE ONLY CBS PROGRAMMING AVAIL-
ABLE TO A MILLION NICE PEOPLE!
From 7 A.M. to 1 A.M.
Yep! Bigger'n Baltimore!
HAYDN R EVANS. Gei Mfr • WEED TV. -t:
17 OCTOBER 1955
117
adversely affected. The accompanying
newspaper publicity is pointed to as
a big part of $64,000'?, phenomenal
suspense buildup. If there are two
suspense stories for newspaper editors
t<. choose from, one may cheapen the
other. In any case $64,000 Question
is running into tougher sledding as the
season unfolds. Its Trendex the first
week of October was down 9 points
to 45.2 from the week before. This
may be a reflection of the fact no big-
winnings were in the cards for that
evening, however.
5. Will situation comedy fade as
a major tv format? At NBC situa-
tion comedy has virtually washed
out. Today only Life of Riley and It's
a Great Life are left from a lineup
which last year included the following:
Mr. Peepers, Dear Phoebe, Mickey
Rooney's Mulligan, I Married Joan,
My Little Margie, Ethel and Albert,
Red Buttons — in addition to the two
Lifes.
A possible indication of the decline
in situation comedy popularity may be
the fact that Lucy began this season
with a 33.3 Trendex — some 10 points
below its 1954 fall opener. (One of
the new program types being intro-
duced this season is the "adult West-
erns." They don't seem to be starting
with the strength shown by the first
situation comedies, however. Their
first ratings have been low.)
An even dozen situation comedies
go on CBS this fall, down four from
last year's peak. The dozen: Burns &
Allen, Private Secretary, Lucy, Decem-
ber Bride, Phil Silvers' You'll Never
Get Rich, Joe ami Mabel, My Favorite
Husband, Bob Cummings, Our Miss
Brooks, Mama, Damon Runyon Theatre,
and Jackie Gleason's Honeymooners.
Three of the dozen are new (com-
pared with last season's spate of new
CBS situation comedy entries). It's in
these — You'll Never Get Rich, Joe and
Mabel and The Honeymooners— that
most interest centers. If the situation
comedy form can't keep coming up
with fresh hits, it's destined for a fade-
out as older entries lose appeal.
The Phil Silvers half hour achieved
a 13.3 Trendex the first week of
October opposite the debut of the
Milton Berle show at 30.7. Silvers is
at his best as an army sergeant with
more side business ventures than a
squad of GIs in the Paris of 1945. But
Silvers on a $38,000 budget with a new
show is outclassed against Milton
Berle; Berle has a near-$150,000
budget for a one-hour semi-spectacu-
lar which rotates with Martha Rave
and the over-$200,000 Bob Hope shows.
Joe and Mabel, scheduled to follow
Silvers, had not premiered as scheduled
late in September. CBS stated there
weren't sufficient shows in the can to
keep the original starting date, despite
the fact that it had previously given
Joe and Mabel closed-circuit buildup
on the same press showing as the Phil
Silvers show.
The show, from the sample shown
the press several weeks back, is built
on winsome values rather than big-
laugh contretemps and as such faces
tough competition in the long-running
and recently revamped Jane Wyman
Fireside Theatre on NBC.
The Honeymooners, Gleason's most
popular characterization of seasons
past, translated into a half-hour film,
is still a moot question in terms of
audience-appeal. Its opening night
37.2 Trendex reflected the star's popu-
larity last season. On its second ex-
posure, the show dropped to a 28.6
Where your Boast
Meets the Coast
and Pays You
Greater Dividends
COVERING SOUTHERN CALIFORNIA
WITH 5000 WATTS
Beverly Hills
419 So. Robertson
Boulevard
BRadshaw 2-3429
I
Long Beach
3745 Atlantic Avenue
LB. 407-907
against a sharpened Como program.
Como introduced Gino Prato of $64,-
000 Question headline fame just at the
8:30 p.m. station break. This helped
pull his Trendex from 15 the week
previous to 22.1.
Whether or not Gleason holds on
to his edge on Como will depend as
much on the popularity of the new
Honeymooners format as it will on
NBC's ability to introduce top-draw-
ing acts at the crucial switchover time.
What Big Surprise and its $100,000
prize money will attain in the way of
early-evening ratings on NBC with the
possible building effect on Como; and
how much the switch to film will de-
tract from Gleason, time will tell.
In any case it seems a fair assump-
tion that CBS will fight to keep situa-
tion comedy alive. As the network's
programing v.p., Hubbell Robinson,
put it recently "only bad situation
comedies are dead." Said Robinson:
"At CBS it is our belief that it is
not what you do but how well you
do it. The entertainment business is
loaded with cases in point. Formula is
nothing. Execution is everything . . ."
• • *
NEED A PRO TO
RUN YOUR STATION?
More than 20 years a prac-
tical broadcaster, writer,
producer, commentator, sales
manager, station manager,
agency executive, station
representative.
Now employed as station
manager of a network station
in a southern market.
Seeking a greater outlet for
talents. Creative, hard-work-
ing, steady, professional. Top
references.
Write or wire box 1017. SPONSOR.
40 E. 49th St.. N.Y. 17. N.Y.
118
SPONSOR
EYE, EAR ON COMPETITION
(( 'ontinued from page 17 I
joint efforts of N.C. Rorabaugh and
T\B beginning tlii* January. See
sponsor, .'> October L955, page 38. )
Uready a by-product lias been do
reloped l>\ HA It in conjunction with
V.. E. Hooper in what they < all "Moni-
tored Commercials with Audience
Ratings." Using HAH's transcribed
reports of aired commercials, Hooper
adds its audience ratings to each ad-
TIMEBUYING BASICS
(just out)
40,000 k.y words bj 33
iiim liiniii: and tinM'M'lling
SS>M lalllll in thf only hook
of its kind. Invnluultlr to
timclim it, arrount execu-
tive, ad niunagcr, station ex-
tTiiti\«->, reps. $2.00. Write
Sponsor Services, Inc., 40
E. 49th St., N«w York 17.
\ertised brand within separate cate-
gories, thus providing advertisers with
an index of commercial exposure of
each brand in relation to its competitors.
accuracy: One Washington, D. C.
radio station reamed BAR out for
allegedly submitting a completely
wrong report for a half-hour period
one Saturday. The program, a home-
making show interspersed with music
and commercial announcements, was
presented live Monday through Friday,
taped on Saturday. As it turned out,
the engineer had put the wrong tape
on the air. BAR Exec. V.P. Bob
Muni- likes to cite this instance to
illustrate the stark accurac) of reports
actually monitored off the air, as con-
trasted with information obtained
ndhand.
for
time and space
sales personnel
contact
richard brough, director
time and space
sales division
salesmen unlimited agency
509 fifth avc, n. y. 17 murray hill 7-7892
the employment agency for sales personnel
Station-, however, with few excep-
tions, saya Morris, have become "<it-
s|Kikrn and paying supporters <>f
the Service. Wrote Don l.ir> Nile*
Vice Preaidenl Norman Boggs to H\K
recently: ". . . While, a- a Inner of
\oiir service, I shouldn't put myself
in this position, I will confess thai we
Could continue it for a good m.m\
\ears on the traceable revenue il bas
produced from the fir-t three reports.'1
Cost: Charges for the Bervice, <>r por-
tions of it. vary with the type of cov-
erage and the < ii-tmnn. \<1\ erti-ers
and agencies pay much less f"r the
Bervice than stations per market but
large agencies are usually interested
in the reports on a multi-market basis
which ups their over-all outlay.
Reports are sold on a \ early con-
tract, with reports for some markets
with fewer stations issued only four
times a year instead of six.
For a large agency the annual cost
based on the current 14-market reports
at $35 per radio or tv report (55 com-
bined I and including the weekly net-
work radio and tv product study, is
$5,500.
Stations pay from $250 to $500 per
report, per market, depending on the
number of stations monitored and the
frequency of the reports.
Recalling its early Darby days, when
it aroused the suspicions of the local
constabularv, BAR executives still
bristle when someone jokingly calls
them "touts to the trade," prefer to
describe themselves as impartial re-
porters who merely provide their
clients with an extra set of eves and
ears. *
COM PARAGRAPH NOTES
[Continued from page 86 1
Swift, .iwt HeC-B: 1>TN. Tli 1:45-J p«
Sylvania. JWT: CBS. Sat 7:30-8 pm
Texas Co.. Kudner: XBC, Sal 9:30-10 pin
Tide Water Assoc. Oil. Buchanan: ABC. T, Th
7 15-30 pm
Tonl Co.. W&G. CBS M 8:45-8 pm : W SS 30
pm; M. W 11-11:15 am; alt Th 10:15-30
am; Burnett: NBC Sun 7 7 :3ft pm ; CBS.
Th 5:30-45 pm: Sat 9-9:15 pm; Tatham-
Lalrd ABC 3 3:30-9 pm
TV Time Foods, direct: CBS. Tu "• 5 1"> pm
US. Steel. BBDO: CBS. alt W 10-11 pm
Vleks. BBDO: W 5-5:15 pm
Wander Co.. Tatham-Lalr 1: XBC. W 11 13-30 an
Warner. Hudnut. K&E: NBC. alt Sat 10 30-11 pm
Webster-Chicago. JW Sh»w NBC U " "15 pm
Welch Grape Juice. DC3S: NBC. alt F 5:45-6
pm; ABC. T 5:15-5:30 pm
Wesson Oil. Fitzgerald: CBS. Tu 12-12:15 pm
Western Union. Albert Frank Guenlher-Law: Th
9:30-10 pm
Westlngh.Mise. MrCenn Erlrkson CBS M « II »
Whelan Drugs. Product. Du Mr.nl. T 9-10 pm
Whirlpool. K&E. NBC. T S 9 pm
Whitehall Pharm.. Blow-Belrn Toiro CH^ - <
9:30-10 pm: CBS M "
3 pm: NBC W 10:30-11 pm
Wngley, RaR: CBS Mat 7-7 JO pm
Yardley. Ajar: CBS F 11-11 15 am
OL On/,
COMPLETE BR0ADCASTIN6
INSTITUTION IN
f\it fimortu
WMBG
WCOD
WTVR
-AM
-FM
-TV
First Stations of Virginia
WTVR Blair TV Inc.
WMBG T>»« Bolli"9 Co.
STATEMENT Hl.'Jl [RED UY T11K MT <>r
\1 (',1 ST 24, 1913. AS I MEND ED BY TIIK
OF M UBCH 3. 1933. AND II I.V
■ le. Section 233)
SHOWTNG TIIK OWNERSHIP, MANAQMENT,
IND ' lltrn.M'luN ill'
SPONSOB published bi-weekly at Baltimore.
Maryland lor October 1. 1955.
1 Tlio names and addresses of the publisher,
managing editor and business managers
are:
Publisher and Editor: Norman R. Glenn. Minis-
ronflck, Nm York.
Editorial Director: Miles David. New York
.Manager: Bernard Piatt. New Y'ork, N Y
! Tl 0N8OB Publications Inc.
New York, New Y'ork.
• Mors owning or holding 1 percent or more
of total amount of stock:
Norman It Glenn. Mamaroneek. N. Y. ; Eta
' Mamaroneck. N 1 . lu-n Strouse. Balti-
more. Md ; Ruth K. Strouse. Baltimore.
William O Neil. Cleveland. Ohio; llenry J Kauf-
man. Washington. D. C ; Pa, ell Bloom. New York.
\ 1 : Pauline II Poppele. New York. N
I). Cooper. North Hollywood. Calif ; Henry
ii. Bra v- Y. : Judge M. S Kron-
helm. Washington nan fW-l. Wath-
Ington. H C : Allele Lebowltx. McLean. Vi ;
.1 P Williams. Dayton. Ohio: Jerome Saks. Wash-
ington. D. C. : Catherir Hawthorne.
\ 1 : William B Wbtf, Washington. I
Harold Singer. Washington. D. C. : Bernard Piatt.
N Y.
8. The known bondholders, mortgages, and
ocurlty holders owning or holding 1 percent
or more of total amount of bonds, mortgages, or
other securities are: NONE.
I Paragraphs 2 and 3 include, in cases where
the stockholder or security holder appears upon
■*s of the company as trustee or In any
other fiduciary relation, the name of the person
;>>ration for whom such trustee Is acting:
■ statements In the two paragraphs show
the affiant's full knowledge and belief aa I
circumstances and conditions under which stork-
- and security holders who do not appear
the books of the company as trustee!
ind securities In a capacity other than that
of a bona flde owner.
Bernard P
Business Manager,
rlbed before me this 14th day
■
Marra
ommission expires March 30. 1954.)
17 OCTOBER 1955
119
That's right! When you buy a slice
of WJAC-TV, Johnstown . . . you
get a generous portion of the entire
Southwestern Pennsylvania market:
Johnstown, Pittsburgh AND Al-
toona! Check these Hoopers on
WJAC-TV:
FIRST in Johnstown
(a 2 station market)
SECOND in Pittsburgh
(a 3-st.ition market)
FIRST in Altoona
(a 2-station market)
Sure recipe for fast sales is the 1
buy that covers 3 . . .
Get full details from your KATZ man!
■am
J. Ward Irlaurer, new vice president for ad-
vertising for Wildroot has been with the company
26 years. He entered the advertising department
in 1935, became advertising manager in 1942, and
director of advertising in 1947. Three years ago
he was elected chairman of the board of the ANA,
is currently vice chairman of the Advertising
Research Foundation and a member of the ANA-
AAAA joint committee for better understanding
our economic system. His other interests include
publicity work for local Community Chest activities.
Charles W. Godwin joins sponsor today as
vice president and advertising director, having just
left the post of director of ABC Radio Station
Relations, which he held since October 1954. He had
previously been assistant to ABC V.P. Ernest
Jahncke and immediately prior to that director of
Radio Station Relations for the Mutual Broadcast-
ing System. Active in the broadcast industry since
1933, he has experience both in actual broadcast-
ing and station management. His duties at
sponsor will include supervision of all sales
operations. He will headquarter in New York.
j Wendell B. Campbell becomes new vice presi-
dent in charge of CBS Radio Spot Sales. The newly
created post is necessary because of the increasing
ini]>ortance of the spot sales operation to the radio
division, CBS Radio President Arthur Hull Hayes
commented. In his 17 years with CBS Radio, Camp-
bell has held the following posts: Western sales
manager for CBS Radio Sales; sales manager and
general manager for KMOX, St. Louis; general
sales manager of CBS Radio Spot Sales; vice
president in charge of station administration. The
latter, Campbell' s most recent post, will be filled
by J. Kelly Smith. CBS Radio administrative v.p.
William D. Slum- has been named network sales
manager for CBS Radio, having been with the net-
work nearly 16 years. He joined CBS Radio in the
sales departments of KNX, Los Angeles, and the
Columbia Pacific Radio Network. From 1948 to 1950
he was assistant sales manager for the CPRN and
eastern sales manager for CBS Radio Spot Sales
from July 1950 until his appointment as general
manager of KNX and the CPRN in September
1951. He has been succeeded in both slots by
Bert S. IT est, former general sales manager
under him in both KNX and the CPRN.
120
SPONSOR
JOHN S. COLEMAN
Portrait by Fabian Bochrach
;'I am proud that
80% of Burroughs
Employees . . ."
'I am proud that 80% of Burroughs employees are
enrolled in systematic savings in U. S. Savings Bonds
through the Payroll Savings Plan. The record of the
response of our men and women to our recent campaign
speaks for itself. It is evidence of the desire to save, and
to save in a way which benefits both the individual and
the nation. I hope that every employer will take advan-
tage ot this opportunity to serve the interest of both his
employees and the country by cooperating with the
Department of the Treasury in the U. S. Savings Bonds
campaign."
JOHN S. COLEMAN, President
Burroughs t orporation
What is the percentage of employee participation in
i/our Payroll Savings Plan?* If it is loss than 50 , your
State Sales Director will be glad to shov you how easy
it is to raise participation to 60% or higher. He will
furnish Payroll Savings Application Blanks, and all the
printed promotional material you can use. Write today
to Savings Bonds Division, I . S. Treasury Department,
Washington 25. D. C.
*lf your Company does not have the Payroll Savings Plan, your State
Sales Director will help you to install it.
The United States Government does not pay for this advertising. Tin- Treasury Department
thanks, jor their patriotic donation, the Advertising Council and
SPD\SDR PUBLIC ATID\S. I\C.
How Service -Ads help agencies
select TV markets and stations
ABC iBasicHluMont Networks
rrm tmmkndousi
I
TOWII-1I0S ft • POWfl- Jit 0O0-»ti. ■ MTwOU -A.IC I
WISN-TV
purposely positions
its Service-Ad
next to its
listing for your
convenience
when using
SRDS.
The Service-Ads that hundreds of stations place in
Standard Rate help advertisers and their agencies
by giving them more of the kind of information
they are looking for . . . when they ivant it. They are
called Service-Ads because they offer service
information in a service position.
an agency man says
"We are continually adding new TV markets . . . what we
keep watching for is favorable TV situations for a client
in markets we think he might be interested in ; improved set
saturation ; suitable, well-rated programs on stations
with good coverage, etc. . . ."
KB
%n CJqQ
Standard Rate & Data Service, Inc.
" The National Authority Serving the Media-Buying Function
Walter E. Botthof, Publisher, 1740 Ridge Ave., Evanston, 111.
Sales Offices: New York, N. Y. • Evanston, 111. • Los Angeles, Cal.
122
SPONSOR
I
? ixclusive
vys
kvice-Ads
nSRDS
. p i/ou
I > hey provide useful infor-
Hn that expands the listed
i make it quickly avail-
|Bo you in client meetings,
Vnen you're working late
tl: office or at home week-
ley give you the gist of a
u et or medium story, help-
er ou recall all the informa-
wyou have absorbed from
^Urture and from represen-
hey boil down facts to
■ .0 terms that you can ex-
and include in your
proposals.
■
Jtihey give you the story
• when you are entering a
v market, or preparing a
'(tlule for a new account.
». hey give you a handy
' of media information
« protect you against the
■equacies of central filing
7 -ms that may be unable to
a ly what you want when
ft want it; or worse, may
wiin only out-of-date mate-
5. They give you information
A le very time you seek it,
■ do not intrude or ask for
rtntion at any other time.
7,.'hey give you quick access
» ditional information when
« 'dium's general promotion
uises your interest.
oThey give you a "last
el1 ice" source from which
T« can get a final briefing on
» edium's story before you
m e your final decision.
ADVERTISERS' INDEX
CBS Radio • Ic '
CBS TV Film
Kodak
Film
1 1. .i.i i ■
m i,i i '..ii' ii ■ i ■ ' :• oup
NBC Sp< ' Bales
Radio Soul b
RCA TV ] '
Radlosark
Salesmen ]
ii i (ems
su\ line Group
SPI us.. I- S.i'\ i. •
SRDS 122
is Spanish Langua irk
0 s Bonds
JTankee Network
1!"
B
1 17
i ia
i ii
KI-
CK u'\. Van com er, I '.s
l 19
118
17
121
10
113
K \ \ V, Shreveport
KBTG, Holljrw I
KBIS, Bakersfleld
Ki !M( !-TV, Texarkana
KCMO, Kansas City
KCB V-TV, Sacramento
KERG, Eugene, Ore.
KGER, Long Beach, Cal.
K Hi >i.-tv. Kearm j . x, br
KMBC, Kansas City
KMJ-TV, Fresno
KNAK, Salt Lake City
KNUZ, Houston
Ki UN-TV, Portland, ( >re. _
KPQ Wenatchee, Wash.
KRIZ, Phoenix
KSLA-TV, Shreveport
KTBS-TV Shreveport
KTRK-TV, Houston
KTVH, Hutchinson, K'ans
1H»
18-19
[BC
17
1 17
118
_ 116
123
2n
76
71
89
11
.100, 108
20
29
124
90
WAPI, Birmingham _
WBAY, Green Bay
WBNS, Columbus, I (hio
WBRE-TV, Wllkes-Barre _
WBTV, Charlotte, N. C.
WCHS-TV, Charlesti n, W.
well:, Akron
WDAY-TV, Fargo, X. D. _
\vi >sr. New < Orleans
WEHT-TV, Henderson, Ky.
WEMP, Milwaukee .
WFBM Indianapolis
wmi. Norfolk
WHX. Chicago
WGT< >. Haines City, Fla.
wham. Rochester
wir.i;. Philadelphia
winw, Topeka
WICS Springfield, ill.
wn.K-TV. Wilkes-Barre _
wixs. New York
with. Baltimore ...
WJAC-TV, Johnstown, Pa.
WJHP-TV, Jacksonville
WK/.i >. Kalamazoo
WLAC-TV, Nashville
WLOL, Minneapolis
WMBD, Peoria
WMliG. Kirhmond
Va.
WMBR-TV, Jacksonville, Fla.
WNDU-TV, South Bend
wr.\i.. Chariest n, S C
WPEN, Philadelphia
WPTZ Philadelphia
WREX-TV, Rockford, 111
WRGB, Schenectady
WROK, Rockford. 111.
WSAU-TV, Wausau, Wis
WSB, Atl.n m
WSJS-TV, Winston-Salem
WSM-TV, Nashville
WSOK, Nashville
wsim i. Toll do
WS YR, Syrai is
WTOP, Washington
WTOP-TV, Washington
WTRF-TV, Wheeling
102
1 17
65
114
30
87
. 109
. 80
61-64
.114
27
16
14
105
73
5
9S
96
58
_ 110
_ BC
[PC
12"
7^
... 103
_ 101
7-'
_ 94
_ 119
12-13
_ 28
_ 115
3
79
_ 100
... 91
_ 66
111
111
_ 99
14
_ 83
US
iam**i
r^Ap c
rind
l\KMBC-TV
Kansas City's
owerful
at ion
"BIGTTMBDAYT1MI ,ming w.th mi
commercial h^nJling von «jnt . h»r unim'
llwayi .iv.ubhle.
"IlU.IIMI DAYT1MI puccrfri the wrinnil
new ABC-TV evening »cheJulc». Contact I re e
ev Peten or:
I Don Oovii. First \'ne President
John Sthill.nq I :., I'rft. 6 Gen. .M.rr
George Higam. I ICt Pn 6 ">-;.'<- 1 IHgT.
Mori Grelner. Director of Tela
17 OCTOBER 1955
123
THE PIED PIPER
OF HOUSTON
KiTiRiK-Channel 13's black magic mascat has enchanted the children of Houston, and changed the Houston
market in less than a year. Houston has become Hamlin Town with the grateful parents joining in the parade
to KTRK-TV.
July ARB shows our daytime combination of children's programs, films and family features leading network
competition in 56 out of 160 weekly quarter hours, and a close second in 60 others. More than 60% of the
audience hears KiTiRiK's "Piper's tune" at 5:45 daily to lead into the great new lineup of ABC family shows —
Warner Brothers Presents — Disneyland — Lone Ranger — Rin Tin Tin. And KTRK-TV still programs more sports
for Dad each week. Good shows make good adjacencies. Call us or Blair-TV.
THE CHRONICLE STATION, CHANNEL 13 XV 1 JVJA.- J. V P. O. BOX 12, HOUSTON 1. TEXAS — ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO., General Mgr., Willard E. Walbridge; Commercial Mgr., Bill Bennett
NATIONAL REPRESENTATIVES: BLAIR-TV, 150 E. 43rd St., New York 17, N. Y.
124
SPONSOR
Tv allocation
mcrry-go-round
Film merger
complications
New RTES talks
start this week
Products trade
I.D. schedule
Campbell Soup
spot buy
Vitapix sales
staff in offing
REPORT TO SPONSORS tor 17 October 1955
(Continued from pmgo - I
FCC session today (17 October) on l - . :' de-intermixtui' jus
may provide tip-off on what agency will do re allocation. Common
talk is that extensive de-intermixture is not likely if vhf :v-j\.-
policy proves practical. One vhl' drop-in plan uluiitted by CHS
on 7 October. Plan provides for dropping in 25 new "v's" in existing
tv spectrum via mileage-power cuts with de-intermixture in 2 markel
(Peoria, Madison) only. Second CBS plan would eliminate uhf if 3
more vhf channels could be obtained from government, military, fn
bands. Latter plan assumes significance in light of FCC's exploring
possibility of giving military 3-4 uhf channels in exchange for same
number of vhf channels. ABC allocation plan, submitted same time
as CBS', proposes saving uhf via extensive de-intermixture.
-SR-
On-and-off merger negotiations between Screen Gems, TPA have dragged
so long that memo was distributed to TPA staff for guidance in an-
swering questions. Memo expressed management's feeling that less
said the better at present since no agreement has yet been hammered
out. It also said that if 2 parties get together, merger could not
take effect before first of year.
-SR-
Air advertising analysis frequently overlooks one of most basic fac-
tors in selling: markets. Markets is subject of first meeting of RTES
timebuying and selling course, which starts tomorrow (18 October) in
New York City's Old Brewhouse. Spsakers will be H. H. Dobberteen,
v.p. and media director, Bryan Houston; Eugene Petterson, v. p., Niel-
sen food and drug division. This season's RTES Seminar is divided
into 2 parts: 8 luncheons in October-December period on general sub-
jects, 8 luncheons in January-February on specialized subjects.
-SR-
Saturation I.D. campaign for Maxwell House instant coffee (via Benton
& Bowles) has multiple usefulness for General Foods. Same schedule
is also used for Sanka (although in this case agency is Y&R) . With
Maxwell House tonnage I.D.'s as well as I.D. campaign for Florida Cit-
rus Commission, B&B is probably biggest user of nighttime tv I.D.'s.
-SR-
Spot radio campaign for Campbell Soup in 64 markets (via BBDO) asks
stations to provide dividend of extra announcements in return for
extreme flexibility in manner announcements may be scheduled. BBDO
bought more than 15 announcements in each market but requires that
only minimum of 15 weekly be used — sometime between 7 a.m. and 7 p.m.
Request that stations provide dividend brought letter of protest to
BBDO President Ben Duffy from John Pearson Co. salesman, William M.
Wilson. BBDO official, commenting on campaign, expressed view it
was unlikely to set precedents. "It's based on faith in stations and
we doubt many will want to enter a voluntary arrangement of this type."
-SR-
While Vitapix, in wake of dissolution of exclusive ties with Guild
Films, will probably set up own sales staff, fall is bad period in
which to start selling. Station time is committed in most cases, so
big sales push may not begin until next spring. Vitapix will not
make another exclusive tie with a film firm, officials state.
17 OCTOBER 1955
125
Are net radio billings out?
The campaign which sponsor is
waging to bring advertisers the kind of
dollar data on tv and radio appropria-
tions that they get on magazine and
newspapers was rewarded when TvB
announced that spot television figures
will soon be available.
But on the heels of that cheery re-
port we learn that Publishers Informa-
tion Bureau, as of August 1955. has
dropped publication of net radio
billing figures. This is a decision
which we keenly regret. Our regret is
based not only on our conviction that
sponsors and agencies are entitled to
the same up-to-date comparable dollar
data on the four radio networks as on
other ad media, but because the action
may be grossly misinterpreted.
PIB's decision came solely because
the new network rates and discounts do
not lend themselves to comparable data
for all four. The problem is that the
ratecards of three radio networks
(CBS. ABC, MBS) allow only a small
gap between gross and net prices.
NBC's ratecard shows a substantially
larger gap between gross and net.
PIB traditionally shows onlv gross
billings — whether the medium be mag-
azines, newspapers, net tv, or net radio.
We don't know the answer to this
one. But there must be an answer.
We believe that the health of every ad-
vertising medium is closely linked to
the steady flow of vital statistics which
the medium makes available to its
clients and prospective clients. Spot
radio has suffered because it hasn't
provided such data. Now net radio
data is withdrawn. All other major
media are fully represented.
Will radio broadcasters sit back and
let this happen?
Tv set count
Report #6: Good news to adver-
tisers and agencies, as well as to all
tv broadcasters, was contained in a
release issued last week by the NARTB
Committee charged with development
of an industry tv set count formula.
Signed by Chairman Robert Swezey,
the statement contained these points:
(1) the NARTB's goal is one system
acceptable to the whole industry. In
this it seeks to eliminate confusion and
provide the industry with the counter-
part of ABC for printed media; (2)
the process of getting one valid system
has been a long one and the method
is now being field tested by Politz;
(3) the Politz results will be ready
for analysis early in 1956. If the
method proves sound a full-scale pilot
study will be done in two markets
during 1956; (4) the Committee hopes
that the NARTB's first national tv
set count will be available by mid-
1957; (5) The Committee pledges
itself to proceed with all possible speed
and to keep the industry informed.
Chairman Sweezey told SPONSOR that
these three steps are the big ones: (1)
develop and decide on a suitable
method, (2) set up an industry corpor-
ation as soon as the tested method is
ready, (3) farm out the tested method
for implementation. He said that the
Politz conclusions, to be ready in early
spring, will go to the NARTB Research
Committee for further analysis and
conclusions, then to the NARTB Tv
Board.
sponsor's articles and editorials
calling for an industry set count were
commended during the Committee's
New York meeting on which the re-
lease was based. The profusion of
present tv set estimates, and the danger
of still more to confuse the advertiser,
was cited as sufficient reason for a
"full speed ahead."
The Committee contains some of the
nation's top tv broadcasters, including,
in addition to Chairman Swezev:
Campbell Arnoux, WTAR-TV, Nor-
folk, Va.; Richard A. Borel, WBNS-
TV, Columbus; Kenneth L. Carter,
WAAM, Baltimore; Harold Hough,
WBAP-TV, Fort Worth; Clair R. Mc-
Collough, KGAL-TV, Lancaster, Pa.;
Ward L. Quaal. WLW-T, Cincinnati:
Paul Raibourn, KTLA, Los Angeles;
J. Leonard Reinsch. WSB-TV. Atlanta:
Donald W. Thornburgh, WCAU-TV,
Philadelphia; Lee B. Wailes, Storer
Broadcasting Co., Miami Beach: Hugh
M. Beville, Jr., NBC; Donald \\ .
Covle, ABC; Oscar Katz, CBS.
1 pp I a use
Radio's unusual pitch
For most of October and November,
timebuyers, account executives, adver-
tisers and station representatives in
seven key cities will listen to an un-
usual sales presentation on Southern
California radio prepared by the
Southern California Broadcasters As-
sociation, probably the most active
group of its kind in the industry.
The presentation is unusual in its
conception and presentation. It is un-
usual in its use of arresting techniques.
126
including ultraphonic sound and six
speakers scattered throughout the pre-
sentation room. It is unusual in the
conversational technique between
Frank Crane, president of SCBA who
makes the presentation, and taped
comments of such personalities as
Groucho Marx, Mel Blanc and Bill
Thompson. It is unusual in the mar-
ket and result facts it presents.
The presentation will go from New
York to Philadelphia to Detroit to
Chicago to Portland to Los Angeles to
San Francisco. The Portland show-
ing came about when members of the
Oregon Broadcasters' Association,
eager to get the advantage of this out-
standing radio pitch, pledged a gather-
ing of 1,000 and two plane loads of
timebuyers from Seattle.
Four Southern California broad-
casters, in addition to Mrs. Crane, will
assist Mr. Crane in the presentations.
We've just heard the presentation —
and we label it one of the most ef-
fective in radio's historv.
SPONSOR
MtRBDITH IZcicUo. and IdevUio* STATIONS
YIIit Homes and (hardens and Successful Farming magazines
affilr
KANSAS CITY
c c
o o
RADIO \ TV
810 kc. \ Channel 5
ABC \ CBS
SYRACUSE
w w
RADIO \ TV
'620 kc. \ Channel 8
ABC \ CBS
B » o '•■•<■» d by K A T Z AGENCT INC
JOHN BIAI5 i CO. BLAH TV. INC.
RADIO
W.MS HEW YORK
MEVI YORK* t AS"ST
WINS
SHARE OF AUDIENCE
RATINGS . . .
UP
IT
138*
50,000 WATTS NEW YORK
Average V4 hour increase radio families 6:00 Am|
12midnite Monday- Pri. Sept. 1953-Sept. 19^
New York Pulse average 14 hour increase ratinl
6:00 AM to 12 midnite Monday through Sat Se
1953-Sept. 1955.
"«■""&
<Sfud(j0
WINS
Represented by:
Burke Stuart Co.
75 East Wacker Drive, Chicago
DEarborn 2-0826
KYA
Fairmont Hotel, San Francisco
DOuglas 2-2536
ill p mini i il ii 1 1 id
Ml 1 1 n I
]
28 West 44 St., N. Y., BRyant 9-6000
50,000 Watts Day and Night
One of America's 2* Great Independents
*KYA San Francisco
The WINS Story
194 new advertisers have si
our two year growth. We'd •
tell you the WINS Story. C<
or write, WINS, 28 West 4 i
New York City, BRyant 9-6( 3
or our representatives.
The r^
President, J. Elroy McCaw
Vice President, John Keotinc
President General Manager, Bcj^
lagazine radio If advertisers use
31 OCTOBER 1955
50< per copy ©^ per year
'
1e network that has everything!
NBC
Tops in shows, stars, color! And in
the rich market of
RICHMOND
Petersburg and Central Virginia
the basic
NBC-TV station is
WXEX-TV
Ask your Forjoe man for the story!
fM TINSLEY, President
IRVING G. ABELOFF, Vice Pres.
HEADACHES
page 31
How Manischewitz spent
$2 million in spot
radio and tv
page 34
how much? how good?
page 36
Pag
The great debate over
network shew control
ge 38
Top eight radio
commercials of 1
page 40
4th ANNUAL
FARM SECTION
starts page 43
Are admen provincial
about tarm air media?
page 44
the south' s first tv station
is Richmond's only tv station!
YOUR campaign in Virginia isn't complete
unless you use BIG WTVR. "The Wide Area Station."
From Richmond . . . Virginia's Capital City, WTVR IS COM-
PLETELY DOMINATING WITH OR WITHOUT AN
AERIAL, and you have the assurance your cam-
paign is in the capable hands of a PIONEER TELE-
CASTER WITH SKILL, KNOWLEDGE AND ABILITY,
backed-up by a PROVEN SUCCESS FORMULA that
assures AN ALWAYS QUALITY JOB. Don't
be satisfied with less than the best . . . BUY BIG WTVR,
"The South's First Television Station."'
MAXIMUM POWEI
100,000 WATTS
MAXIMUM HEIGH
1049
CHANNEL 6
RICHMOND, VA.
ABC & CBS
INTERCONNECTED
WMBG AM WCOD FM WTVR TV
First Stations of Virginia
A Service of HAVENS & MARTIN, INC.
WMBC REPRESENTED NATIONALLY BY THE BOLLINC CO.
WTVR REPRESENTED NATIONALLY BY BLAIR TV. INC.
Clcason Realignment of CBS TV's Saturday night schedule may come about
time switch? shortly. Reason: Perry Como ratings on NBC TV are beginning to catch
up with Gleason on CBS tv. In past 3 weeks, Como not only topped
CBS TV "Stage Show" (24.8 to 16.5 Trendex on 22 October), but ap-
proached "Honeymooners" with his latest 21.5 for 8:30-9:00 p.m.
against Gleason's 23.8. Como's average for the hour is 23.2 against
CBS TV's 20.2. Kudner agency is urging switch of "Honeymooners"
into 8:00-8:30 p.m. slot.
-SR-
Marlboro sales Air media are pushing Philip Morris' new filter-tip, Marlboro, to
hit new high new sales heights. PM's executive vice president, Joseph F. Cullman
3rd, reports Marlboro is top filter seller in important metropolis
New York market. More than half of Marlboro's ad money goes to
air media. (See "Fastest-growing filter tip," SPONSOR, 25 July 1955.)
Cullman also predicted that slide in cigarette sales will be reversed
for year with 3% rise in cigarette consumption.
-SR-
Spot tv concept Some hot tv sales battles on network-vs.-spot level are in wind. Ziv
pushed by Ziv Tv has appointed free-wheeling sales development representative,
Bernard Musnik, to serenade agencies for national accounts on value
of spot as opposed ton network. Appointment is part of Ziv campaign
to up proportion of multi-market buys. Recent Ziv analysis showed
62% of dollar volume of Ziv tv sales come from single-station buys.
-SR-
Who controls Though networks are far more active in creating and acquiring control
tv programing? of television programing than in years past, almost half shows on
air now are "outside" packages. (For breakdown on who controls net-
work tv shows see article this issue page 38.)
-SR-
Should buyers Sentiment is growing among some reps that growing complexities of
specialize? radio and tv require more specialization among timebuyers. These
reps feel that radio and tv should be split between different
timebuyers, as is often case on the selling end. Buyers themselves
prefer retaining broad view of ad campaigns by handling both media,
though many complain of extra problem created by having to see
separate radio and tv reps.
-SR-
Upbeat in day Trend to bringing nighttime qaulity to daytime tv programing is ad-
tv programing vanced by premiere of NBC TV's "Matinee Theater" today (31 October).
Trend has been given fillip by growing local sales of syndicated shows
previously scheduled on nighttime network tv. However, in contrast
to these shows, new NBC one-hour strip will be live. Series starts
with show titled, appropriately, "Beginning Now," is one of nearly
120 scripts on hand for series. At presstime "Matinee Theater"
sponsors included P&G, Motorola, Alcoa, Bab-0. Each hour has 8
90-second positions for sale.
SPONSOR. Volume 9. No. 22, ;11 October 1955. Published blweeklj •■>' BP0W30H Publications. Inc. Eiecullte. EdltoriiJ. Advertising. Circulation Office*. 40 R 4Jth 8t New
Tork. 17. IMnteJ at 3110 Blm Ave . Baltimore,, Mil. $S a year In I' S $9 elsewhere Entered as second class matter 29 Jan 1949 at Baltimore poatoffice under Act of i Hal
REPORT TO SPONSORS for 31 October 1955
Mood commerc'ls
work: Schwerin
Kintner to talk
to ANA members
More spot radio
facts in offing
De-intermixture
feared dead
Say FCC bows
to pressure
More tv sets
than telephones
Extent to which radio audience remembers specific sales points in
commercials has long been important measure of sales effectiveness.
But warning against over-emphasizing number of ideas remembered has
come from Horace Schwerin, president, Schwerin Research Corp. He told
4-A's Eastern conference that "mood" commercials can be effective
even though audience cannot remember much about commercial itself.
Schwerin also told admen first returns from tests of British tv com-
mercials show trying too hard not to offend public is just as bad as
over-selling. "Only approach that definitely will not work," he said,
"is apologizing for your brand or feeling that it offers nothing. ' '
-SR-
Air media's contribution to creative marekting will be outlined to
top national advertisers (1 November) by ABC President Robert E.
Kintner. He will speak at ANA's 46th annual meeting, being held in
New York City today, tomorrow and Wednesday as member of panel of
media leaders. ANA members will be entertained by program arranged
by CBS and will be able to see tv through courtesy of NBC, which
installed receivers at fashionable Plaza Hotel.
-SR-
Boerst publishes spot radio use based on information from ad agen-
cies. He told SPONSOR that, within past two months, he's added 15
agencies to his list of 47. Three ad shops — Hicks & Greist, Ross
Roy, Silton Bros. — were in September "Report." Others are The Buchen
Co., D-F-S, W. B. Doner, Doyle Dane Bernbach, Hepworth Advertising,
K&E, Dan B. Miner, Sherwin Robert Rodgers, U.S. Advertising Corp.,
Wesley Associates. Boerst said 30 more agencies are interested
in giving data.
-SR-
Though FCC's expected denial of de-intermixture petitions in 4 mar-
kets is not, according to FCC spokesman, indication of policy, pro-uhf
quarters fear de-intermixture will never get real test. One reason
for fear is FCC's increasing interest in getting more vhf spectrum
space from government-military. Office of Defense Mobilization has
agreed to discuss this question with FCC shortly. FCC spokesman sug-
gested that if "substantial" number of vhf channels can be acquired
this way, Commission may seriously consider all-vhf service. If not
enough new "v's" can thus be 'acquired, then FCC will have to keep
"u's," said spokesman. Uhf sources point out that new "v" channels
will require converters — like uhf — thus provides no immediate solution
-SR-
Behind-scenes talk by pro-uhf sources is that FCC shows no inclina-
tion to fight pressures seeking status quo. Feeling is that certain
interests have been promised support by politicians for vhf applica-
tions in mixed markets so that FCC is afraid to upset things by de-
intermixing same to all-uhf status. FCC is also criticized for per-
mitting unused vhf educational channels to lie fallow.
-SR-
While Puerto Rico's tv saturation does not sound high, there are more
video sets on island than telephones. Jose Ramon Quinones, president,
WAPA-TV, San Juan, points out there are 91,559 sets, against 48,000
phones. Set figure does not include those brought in by armed forces.
(Sponsor Reports continues page 143)
I
SPONSOR
Channel 8 M u 1 1 i - C i t y Market
WGAL-TV
LANCASTER, PENNA. NBC and CBS
Just as a fingerprint is distinctive
for its individuality, the WGAL-TV
Channel 8 market is distinctive for
the unique advertising opportunities
it offers you. It is a multi-city
market — stable and diversified. It
is a market of 2>x > million people
who have 912,950 TV sets and spend
$5'/2 BILLION each year.
STEINMAN STATION
Clair McCollough, Pres.
Reprcsenfcrt.'ves:
MEEKER TV, INC.
New York
Chicago
Lot Angeles
Son Francisco
31 OCTOBER 1955
advertisers use
ARTICLES
DEPARTMENTS
Why today's timebuyer should have ttvo heads
One head isn't always enough for the headaches — and expanding responsi-
bilities in satisfying both client and station needs «»*
"Mom, oil Manischetvitz" — what a spot campaign
Of $2,000,000-plus advertising budget last season Monarch Wine Co. put
nearly 100% into intensive spot radio-television in continuing campaign to
sell kosher brand to minority groups via saturation announcements 34
Eleetronieam: how fast? how much? how good?
Du Mont's tv-film camera is being tried by a wide variety of both program
and commercial producers. Its claim of economy looks good •>*»
The great debate on net show control
Here are the issues being argued behind the scenes by admen, packagers
and the television networks as to who should hold the strings on programing *>©
Top radio commercials of 1955
Winners in Radio Advertising Bureau poll of admen include four jingles, four
spoken messages but none use hard-sell, brand-repetition techniques 40
"There's room for everybody-9
Veteran broadcaster George Burbach, general manager, KSD, KSD-TV, St. Louis,
says "amen" to SPONSOR editorial on network vs. spot competition for
advertising dollars / —
4TH ANNUAL FARM SECTION — starts page 43
1. Are ad men provincial about farm radio-tv?
Madison Avenue takes ivory tower approach to farm air media, say experts.
Few nationally advertised consumer products take full advantage of their
impact and selectivity 44
2. A buyer and a seller look at farm air media
Veteran agency account supervisor gives, in recorded interview, views based
on long experience buying farm radio-tv. On the other side of fence the
farm director of well-known rep reflects outlook of those who sell these media -16
3. Why farm director sells more per ad dollar
High radio saturation, growing number of farm tv homes assure circulation,
and confidence of audiences in RFD's build sales via air media 48
4. Farm radio-tv results
Capsuled case histories show sales ability and actual accomplishments of radio
and television beamed to prosperous U.S. farm families 50
5. Farm radio-tv stations — form tv penetration
Listings in this section include cross-section of farm stations and number of
farm hours they program; also a 26-state breakdown of tv ownership on farms 103
COM I NC
TIMEBUYERS
AGENCY AD LIBS
49TH & MADISON
NEW & RENEW
MR. SPONSOR, Henry R. Geyelir
SPONSOR BACKSTAGE
SPONSOR ASKS
TOP 20 TV FILM SHOWS
TV RESULTS
AGENCY PROFILE, Myron P. Ki
ROUND-UP
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
Editor and President: Norman R. a:
Secretary-Treasurer: Elaine Coupe aW
Vice President-Genl. Manager: Be ro
Editorial Director: Miles David
Managing Editor: Alvin M. Hatts!
Senior Editor: Alfred J. Jaffe
Associate Editor: Evelyn Konrad
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman. *C
Editorial Assistant: Morton C. Ka-
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (We
Edwin D. Cooper, (Southwest
H. Giellerup, (Midwest Manage f
Alpert, (Production Manager
chok, Charles L. Nash, George Be M
Circulation Department: Evelyn S
scription Manager), Emily C
Mitchell
Office Manager: Catherine Scott Rj
Readers' Service: Augusta B. Shear*
Accounting Department: Laura C
Fazio
Secretary to Publisher: Helen L. H«s
Advertising headaches: part two
Second in SPONSOR series on the headaches of admen takes up problems of
account executives. Series will also cover ad managers, station reps 14 \oi'.
Timebuyers of U.S.
Complete in one section, the city-by-city rundown listing names of timebuyers
with their accounts, agency address, phone number 1A \ t>i-
Published biweekly by SPONSOR PUBLICAfg
combined with TV. Executive, BdltorUI W «-
Advertising Offices- 40 E. 49th St. (4Mb ■
Xew York IT, N. T. Telephone: MUnW »J
Chicago Office: 161 E - Grind A«o. Ph» £>
7-9863. Los Angeles Office: 608, Suiue "— T
Phone: Hollywood 4-8089. Dallas Offl«L,%]i|
St. Phone STerling 3591. Printing Offln""',
Ave., Baltimore 11. Md. SubiolPtionj- l«
$8 a year. Canada and foreign $9. Stall" "-
Printed is USA. Addrws an «£«»«» ,.
E. 49th St.. New York 17 N Yo Xflrr.7 (£
Copyright 1955. SPONSOR PUBLIOATI0
$50 cashier||
)to track")
KTHS
(LITTLE ROCK)
PAYS OFF IN COSH TOO!
When you pick up the check for time on 50,000-watt
KTHS, you're buying coverage of a lot more
than Metropolitan Little Rock.
KTHS pays off — in Cash (Ark.), for example. This
little Craighead County town isn't much of
a market in itself. But combined with hun-
dreds of other hamlets, towns and cities, it
helps account for KTHS's interference-free
daytime coverage of more than 3,370,000
people!
In Arkansas, use the BIG radio value — KTHS, Basic
CBS in Little Rock.
ICTHS
50,000 Watts
CBS Radio
BUADCASTING FROM
ITLE ROCK, ARKANSAS
Represented by The Branham Co.
n?r Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
The St.lt. on KTHS d»y1im« primary (0 SMV M) ar«a
h»« a papulation vi 1.002.75a (Malt. *i arhaaa mrr
irmiyv) da net r.tuvr primary dayllm* tervicf fr»m
any attiar radio ttatian . . . Our
daytima cmrtrage arta hat a papulation of 3. 372.433.
CASE HISTORY-AUTOMOBILES
ALL DAY is
Automotive Traffic Time
in Southern California
Here's proof .... the K-BIG success story of
Avalon Motors, Buick Dealer in Wilmington,
California, as told by Jack Frost of Hunter-
Willhite & DeSantis Advertising Agency.
"We can show a positive increase in volume
of new Buicks sold at Avalon Motors; from 30
cars per month to 60 cars per month, in a
period of approximately eight weeks. We
and the dealer are very pleased, inasmuch as
KBIG produced this 100% increase with a
KBIG budget of only $1,200 per month, (100
spots). No other radio station was used, and
the spots were placed with only small regard
for strict automotive hours."
And the buyers came from the mountains,
deserts, orange belt as well as Los Angeles
and San Diego.
"Well, that's it . . . another smash success for
KBIG. . ."
In Southern California, you are "IN" when
you are "ON" KBIG.
For more proof of KBIG successes, ask your
KBIG representative or Robert Meeker man.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
—m
Donald E. Leonartl. Marsckalk & Pratt Divi-
sion of M cCann-Erickson, New York, feels that his
job of working with the stations and reps is made
easier anil smoother by an instruction booklet which
M&P sends out to stations carrying the Esso Re-
porter. "These booklets include the home phone
numbers of five people at the agency" Don explains,
"and we ask agencies under all (auditions of pre-
emption, delay or catastrophe to let someone at
the agency know before they do anything. Only in
the case of catastrophe, e.g. a local fire, do we feel
they should use their own judgment about pre-
empting our commercial time if they can't reach
us. By the same token, we try to work hand-in-hand
with the reps. For example, we send them carbons of
all station correspondence with their own stations.
It's amazing how well our system works for us."
Warjorie Scanlan, Kudner, New York, says
that most of the reps she sees make their presenta-
tions in a compart, easy-to-read format. "A few
would be more helpful if they would submit the
information typed u]>," she says. "Fm miserable
at deciphering handwritings. Also, there is a lot
of information about local programing that could be
helpful. I'd lore it if they'd supply a standard form
giving an outline of the show, time, rating infor-
mation, etc." At the moment, what with DST-
affected time differentials, her main problem is one
of pre-emptions and make-goods. "We find that big-
city stations are generally more interested in letting
us know ahead of time about pre-emptions. I work
on network clearances, in addition to local pro-
graming, and it's very important because of
dealer promotions to know about pre-empts."
Thomas O'Donnell, Piatt, Zachary & Sutton,
New York, says the reps should "give us 'dope
sheets' on shows, especially in tv. if hen they come
in to see us, they could leave such dope sheets
instead of taking our time telling us about show
contents which we then hate to take notes on if
we're not to forget the stuff." He adds that it's
rerv important for him to know the personality
of a show, format and audience composition before
buying a participation. "Here's where the tv reps
could do a real selling job, but I guess some of
them feel they don't have to. If e find that the
tt reps have a tendency to try to sell their station
and then fit the program they offer to the budget
available. In that way we might end up with a
kid show to sell food products on the theory that
the kids will pressure mama into a buy."
SPONSOR
Of all the food merchandising programs in Philadelphia . . .
D JACK SHOW
\
F
Every major station in Philadelphia has a food mer-
chandising program. According to Pulse*, the WPEN
entry — The Pat & Jack Show — leads all the rest,
including the 50,000 watt "giants" of the networks.
The cost per participation in The Pat & Jack Show is
lower than any of the other food merchandising pro-
grams. Again, WPEN delivers the highest rating and
the lowest cost per thousand.
Furthermore, there is a GUARANTEED merchandising
program throughout the Penn Fruit Company chain of
supermarkets available to all participants at no
extra charge.
PAT AND JACK
Mondmi thru Saturday
9:05- 10:00 A M
Represented Nationally by Gill-Perna, Inc
* Pulse July- August '.v>
31 OCTOBER 1955
KPRCTV
ma ffo*
NIGHTTIME QUARTER-HOUR FIRSTS*
The overwhelming dominance of
KPRC-TV in the Houston Gulf Coast
area has been conclusively proved
again. Latest ARB gives KPRC-TV
a gusher of quarter-hour firsts that
would put old "Spindletop" to shame.
Whether you are just now "spud-
ding in" in the Houston market or
reworking an old producer, you'll get
bigger and better sales results by going
with KPRC-TV . . . the one station that
really reaches the Houston Market.
KPRC-TV
CHANNEL
fa&«m
HOUSTON
JACK HARRIS Vice President and General Manager
Nationally Represented by
EDWARD PETRY & CO.
*ARB-July 1955
I
:
SPONSOR
hv Boh Foreman
Tv can carry the ball for established products, too
Mam advertisers have had startling (and gratifying) ex-
perience with television in the marketing of a new product.
From Saran Wrap to pink light hulls and hack again, stories
have been bruited about by word of mouth and published in
the trade attesting to the fabulous sales potency of tv. Some
of these case histories are nothing short of sensational: how.
for example, a single announcement on the Big New Quiz in
the medium moved traceably more product than months of
Spending in other media and in other forms of broadcasting.
It all sounds nice unless you take into account that one
research organization has noted these signs of success and
then made the statement that television is great only for the
introductory phase of a product, hut costly and ineffectual for
products that have been around. A pox on this outfit!
Obviously, a medium as new as tv imbues new products
with the appeal of novelty, a big advantage. Ohviouslv. it
offers facilities for selling that no other medium does (I re-
fer, of course, to its much discussed combination of sight,
sound, motion and personality'). Naturallv, such a medium
i- ideal to make people quickly and forcibly aware of some-
thing new. Naturally, if this new product contains advantages
that fulfill a basic need or can whet appetites to create a need,
that product's exposure on television should be sensational.
But tv can perform well for products that are well past the
introductory stage.
(Please turn to page 62)
<■*;■: >~: w ^:^;;^;^:::
YVfii/ to remains effective for oltler products
1. Tv adds excitement, newsiness, immediacy to many familiar
products assumed to be around too long to profit economically
from what the medium has to offer.
2. Trouble is, the very age of the product makes copyuriters
take it too much for granted. Anything sold today can be
made refreshingly new by television.
3. Public often remains interested in a product longer than
advertising people realize. By using tv's facilities to exploit
new selling angles, old products can still sell ucll.
&
FOLKS
ARE
oju-meo
You've got
to catch 'em
to sell 'em . . .
but
wherever
they're going,
KSDO
RADIO
goes
right
along
with 'em!
More radios are tuned more to
MUSIC, NEWS & SPORTS ON
KSDO RADIO in the San Diego
Market than to any other sta-
tion! Get your clients on-the-go
in Billion-Dollar San Diego on
KSDO!
1130 KC
5000 Watts
KSDO
San Diego
LOWEST COST PER THOUSAND!
Represented by
John E. Pearson Co — New York,
Chicago, Dallas. Minneapolis
Daren McGovren — Son Francisco
Walt lake — Los Angeles
Hugh Feltis & Assoc. — Seattle
H Quentin Co« & Assoc —Portland
31 OCTOBER 1955
GUNSMOKE
■tarring Jimti Amen
H.ilrd by ctiim M IC« 'High Noo
u b* t»u»hl up Ui thr UTtsori • hurli han«> <rm •
d fronlir community, and to ap)>Uud a mt
a MrviMcn Tonight at 10, chtnntl a
"CBS would appear to
have a winner"
JACK GOULD, NEWYOKK TIMES
"Got off to a fine start"
N.Y. JOURNAL AMERICAN
"Top notch quality . . .
superb photography,
realism and pacing. . ."
ST. LOUIS GLOBE DEMOCRAT
"Will outdraw its
Western competition"
N.Y. DAILY NEWS
"The best (of the new
candidates)..." time magazine
"Loaded with suspense,
full of realism,
authentic. . ." n.y.he
lEKALJJ TRIBUNE
neve
"An irresistibly funr
television series"
N.Y. HERALD I
"A very funny and
well done show . . .
Silvers is a great
comedian" newymh
"Packed with hum<
(Silvers) is superb
NEWYOr TO
"We haven't laugh*.
so much in years .
Silvers. . . will be ie
comedy standout
of the 1955 season
N.Y. Da: I ■
"Perfectly wonderfl"
HARRIET VAN IIORNE, N. Y. WORLD «*»
A/ mr~«-~i»>
%^\ Robin
Hood
1
0#;V • ssr
J
Ijfc^ * s fc
1
?n?y\iiiS:'
NEW -inKK TIMES
iumphant production" "Rousing entertainment
. . . First l'clte . . . newyork mm
"The answer to those
who have been crying
for entertaining
quality shows for
youngsters ... of
interest to old and
young alike" n.y. daily *«ws
"here's never been
; ything like the one
Lilian show staged
I Judy Garland . . .
cer CBS . . . pure magic.
HS had the best
sectacular to date"
1 HIETMS HOKNK. N.^ U OKI ll-TEl.ECRA M
141 ill go down as
nother triumph. . . an
I'Ur-and-a-half of
t cellent televiewing"
RADIO DAILY
lie proved herself
great a performer on
Revision as in the
lovies and on the stage"
BEN GROSS. N.Y. DAILY NEWS
AS ADVERTISED
The excitement of the critics over the new
CBS Television programs was matched by the
enthusiasm of the audience. (More people,
for example, watched the first "Ford Star
Jubilee" than any other 90-minute program
on any network in television history. And it
was identified with a simile sponsor ! >
To advertisers the real significance of this
achievement is that with each program the
performance was equal to the promi-< .
For the past four years they have known that
CBS Television has delivered more of the
most popular programs at a lower cost per
thousand than any other television network.
Now they can count on CBS Television to
enhance its value even further during the
coming season.
This confidence is perhaps the underlying
reason why American business continues to
invest more on CBS Television than on any
other single advertising medium in the world.
CBS TELEVISION
THE WINNER !
and stiff /Champ
pit*? 0 In a lelepulse Survey just completed (for May.
f /* #/t 1955). WAFB-TV, two-year uncontested TV
jrCkT ■ champion in Baton Rouge, rated first for 324 of tlie
f 331 quarter hours when both TV stations were on
the air. Every one of the top 15 favorite
weekly programs were on WAFB-TV. Eight
—^ ^^ » n £Kj n of the 10 (all of the first six) favorite
R %& U %J E -'daily" programs were on WAFB-TV.
BATON
Monday to Friday
WAFB-TV
Station "B"
Station "C"
7AM-12AM 12AM-6PM
78 61
10a 29
12 10
6 PM-12 PM
59
33a
8
WAFB-TV
Station "B"
Station "C"
Saturday
12:15 PM-6 PM 6 PM-12 PM
76 64
la 27a
23 9
Sunday
1 PM-6 PM 6 PM-12 PM
76 61
8a 33a
16 6
a Does not broadcast for
complete period. Audience unadjus
ted.
WAFB-TV
affiliated with WAFB, AM-FM
CBS — ABC 200,000 WATTS
Reps: Call Adam Young, Nationally or Clarke Brown in South & Southwest
/I
Si
11 W
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
ADD TO RESEARCH NEEDS
Here's one afterthought to the big
needs in radio-tv research that I should
like to add to those published in the
last issue of sponsor ("Eight big
needs in radio-tv research," 17 October
1955, page 42). Another big area
for research is the diagnosis of tv
commercials.
By now, every large agency research
department and a number of experi-
enced independent research firms have
acquired a body of knowhow on what
makes a tv commercial tick. Yet it is
evident to anyone who spends a few
hours in front of a television receiver
that a lot of what is known in princi-
ple is often forgotten in practice.
There is a challenge to apply what we
already know, but there is also more
to be learned about what makes a com-
mercial more or less successful in per-
forming specific kinds of selling jobs.
This means we need more new studies
and experiments, and also more
thorough analysis of the studies al-
ready in the files.
Dr. Leo Bogart
Associate Research Director
McCann-Erickson
New York
12
CANADIAN SECTION
Who is your Canadian representa-
tive?
Your excellent and much appreci-
ated Canadian Section in a recent is-
sue of sponsor was spoiled, for us,
by the omission of our illustrious name
in the paragraph on Canadian-made
tv commercials and producers.
In 1949, we made what we believe
was the first tv commerical ever made
in Canada (incidentally for use in the
United Slates). We have won the
only two Canadian Art Directors
Awards yet given for tv commercials
in 1954 and 1955, sharing the latter
with U.P.A. Today we are one of the
busiest Canadian production compa-
[Please turn to page 15)
SPONSOR
ecla
C El S ■
CBS
i ! ' F •■
'''■[J ' I
: ) i
CBS IN INDI
CB
«..
di
mi
C B
CB
CB
C B
CB
C B
IN IN
IN IN
CBS IN INDIANAPOLIS
31 OCTOBER 1955
13
NEW RCA TURNTABLE
Now ready for
immediate delivery.
The BQ-2A mechanism
is also available
separately as
MI-1I830. Call your
Broadcast Sales
Representative /or
'urt her details.
BQ-2A
Designed from the ground up
for 3-speed operation
RCA's answer to the need for a new turntable designed specifically
for 3-speed operation at moderate cost, with highest performance
characteristics. Features include:
• Smoother, simpler speed changing, with snap-up spindle hub fo
provide improved 45 RPM operation.
• Smooth, half-turn starting at all speeds for easy cueing. Simple,
sure-fire, self-compensating rim drive mechanism.
• Modern, practical 2-tone grey cabinet of ample functionalized
proportions. Accommodates booster amplifiers inside, tone arms
and other accessories on top of cabinet.
RAD tO CORPORATION of AMERICA
ENGINEERING PRODUCTS DIVISION, CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
nics, and have recentl) produced wli.it
has been described, l>\ <>nc who
knotty as the "best animation yet pro-
duced in Canada." Tomorrow wo will
be doing more work for I .S. pro-
ducers and advertisers.
Neil Snetd
Sales Manager
Film Production Ltd.
Graphic tssoc.
I or onto
• SPONSOR'! manttoa ..f lla nmunlil pro.
durrr* wa. tiut meant lo 1m- complete, l>nl onl*
an imllcatinli uf i.iiii. in lli, llrlil.
MONITOR
Forgive mj delaj in writing to con-
gratulate you on your article '"Moni-
tor: does it help or hurt radio?" (5
September L955, page 39) I think
your treatment was entire!) fair and
should prove of value to even phase
of the industry. Maj I add. too, that
\niir editorial in the same issue was
excellent.
As you are so well aware, the Na-
tion representatives are not fighting
the networks and have never done so.
No one is more cognizant of the value
of networks as a vital part of the sta-
tion's operations. It is only those
things that a network does beyond the
sphere of what a true network should
be to which we object.
I like the following paragraph taken
from a letter written by a manager
of a Katz-represented station, which
expresses this better than I:
"Networks are important to the wel-
fare of the stations: stations are im-
portant to the welfare of the networks;
spot business is vital to stations. An
atmosphere of live and let live must
prevail for healthy progress of all."
Edward Codel
Katz Agency
New York
P&C REPRINT
One of my associates here has ob-
tained "The Procter & Gamble Story"
from a recent issue of your magazine.
I found this interesting reading and
wonder whether I might get a copy for
my personal use.
K. \Y. SONNER
Procter & Gamble Co.
Cincinnati
• The Procter ci Gamble series, in four parts,
baa been republished in reprint form. Copie-
available at nominal coat.
31 OCTOBER 1955
15
. . . /& Abppe/g Id ttsn/e a
.Free & Peters, inc
Pioneer Station Representatives Since 1932
NEW YORK
250 Park Avenue
PLaza 1-2700
CHICAGO
230 N. Michigan Ave.
Franklin 2-6373
DETROIT
Penobscot Bldg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
Fortune 3349
HOLLYWOOD
6331 Hollywood Blvd.
Hollywood 9-2151
SAN FRANCISCO
Russ Building
Sutter 1-3798
Wvse Of The Cfytfeh
DliFORE Television, children were assigned a special comer ol their own in the
American marketing scene ... a place labeled I 01 ( lnldren Only".
The picture is very different today. To be sure, Television is selling candy, solt
drinks and cereals as they've never been sold before, but minors are now a major factor
in the purchase of almost everything that comes into the house
Two lessons are to be learned from this phenomenon:
( 1 ) The so-called "kid's show" is a terrific place to sell anything a youngster can eat or use.
(2) The presence of small fry in the audience is an immeasurable blessing to a/13 com-
mercial television program.
Your Free & Peters Colonel has some specifics on the subject . . . and some of
the finest "station produced" programs in the land to illustrate the point.
Representing
VHF Television
Stations:
EAST — SOUTHEAST
VHF CHANNEL
PRIMARY
WBZ-TV
Boston
4
NBC
WGR-TV
Buffalo
2
NBC
WWJ-TV
Detroit
4
NBC
WPIX
New York
11
IND
WPTZ
Philadelphia
3
NBC
KDKA-TV
Pittsburgh
2
NBC
WCSC-TV
Charleston, S. C.
5
CBS
WIS-TV
Columbia, S. C
10
NBC
WDBJ-TV
Roanoke
7
CBS
WTVJ
Miami
4
CBS
MIDWEST — SOUTHWEST
WHO-TV
Des Moines
13
NBC
WOC-TV
Davenport
6
NBC
WDSM-TV
Duluth-Superior
6
NBC
WDAY-TV
Fargo
6
NBC-ABC
WCCO-TV
Minneapolis-St. Paul
4
CBS
KMBC-TV
Kansas City
9
ABC
WBAP-TV
Fort Worth-Dallas
5
ABC-NBC
KFDM-TV
Beaumont
6
CBS
KENS-TV
u/rrT
San Antonio
5
CBS
WEST
KBOI-TV
Boise
2
CBS
KBTV
Denver
9
ABC
KGMB-TV
Honolulu
9
CBS
KMAU— KHBC-TV
Hawaii
KRON-TV
San Francisco
4
NBC
HOOPER* says it.
NIELSEN* says it.
PULSE* says it.
TRENDEX*says it.
15 running away with
Kansas City's radio day
Have a pet rating? Doesn't matter. A.M. or
afternoon? Doesn't matter. WHB is first in every
time segment per every rating service. All
day average Hooper: 46.4%. All day average
area Nielsen: 39.2%. All day average Trendex:
42.8%. Every daytime quarter hour Pulse
finds WHB in first place. It's the Mid-
Continent formula that does it. So whatever
rating you buy by, feel secure in your choice
of WHB for Kansas City selling. Talk
to the man from Blair, or WHB General
Manager George W. Armstrong.
* From most recent reports available.
WHB
10,000 watts, 710 kc
*w
CONTINENT BROADCASTING COMPANY
President: Todd Storx
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps. Inc.
WHB, Kansas City
Represented by
John Blair & Co.
18
SPONSOR
New and renew
SMASH
3 1 OCTOBER 1 955
L. New on Television Networks
SPONSOR
m«r Home Products, NY
mcr Home Products. NY
M-PAR R.-cord Corp. NY
rmour, Chi
wo Mfg. NY
T. 8abbitt, NY
tltone Hearing Aid Co. Chi
-utol-Meycrs. NY
BS-Hytron, NY
jrnjtion Co. LA
jrter Products. NY
hryslcr Corp, Dctr
Chrysler div
>cj Cola, Atlanta
;neral Motors. Frigidairc Div, Dctr
oover Co. No. Canton
C. Johnson & Son, Racine
ihnson & Johnson, New Brunswick
rttuct, Inc, Salinas
:wis-Howc. St. Louis
jngincs-Wittnauor, NY
llrs, Inc, Chi
attel, Inc, LA
cCraw Electric. Elcin
ilcs Laboratories, Elkhart
iinnesota Mining, St. Paul
lonsanto Chem Co. Springfield
lorton Salt, Chi
itional Prcso Ind. Eau Claire
Cedar Corp. Chi
ijrmaccuticals. Newark
ulip Morris. NY
OS.. Chi
\ :ott Paper Co, Chester, Pa
\ :rt» Assoc, Chi
•\ oni Co, Chi
iV V Time Foods, Chi
ick Chemical Co, NY
ick Chemical Co, NY
Met Crape |uicc, Wcstficld, NY
AGENCY
BB&T, NY
BB&T, NY
Buchanan, NY
Henri. Hurst &
McDonald. Chi
E.iil • Ludgin, Chi
DFS. NY
Oli.m & Bronncr, Chi
SCSS. NY
Bennett & Northrop,
Boston
Erwin, Wasey, LA
Ted Bates. NY
McCann-Erickson. Dctr
Erwin, Wasey, LA
Kudncr, Dctr
Leo Burnett, Chi
Ncedham, Louis & Brorby,
Chi
Y&R. NY
John Cohan Adv, Salinas
DFS. NY
Victor A. Bennett, NY
Leo Burnett, Chi
Carson-Roberts. LA
Erwin, Wasey. NY
Ccoffrey Wade, Chi
BBDO. Minn
Needham, Louis &
Brorby, Chi
Ncedham, Louis &
Brorby. Chi
Courgain-Cobb. Chi
Turner Adv. Chi
Edward Kletter Assoc, NY
BBT
McCann-Erickson,
San Fran
|WT. NY
Bozell & Jacobs, Omaha
Tatham-Laird. Chi
Ruthrauff & Ryan, Chi
BBDO. NY
BBDO, NY
Kcnyon & Eckhardt, NY
STATIONS
CBS 10-1
NBC 60
ABC 83
ABC 83
NBC
NBC
ABC 58
ABC 83
CBS 145
ABC 83
ABC 58
ABC 58
ABC 83
CBS 144
ABC 58
ABC 83
ABC 58
ABC 83
ABC 58
CBS 73
ABC 83
ABC 83
ABC 58
ABC 83
ABC 83
CBS 82
ABC 83
ABC 58
ABC 58
ABC
ABC 58
ABC 83
CBS 55
CBS 63
ABC 58
ABC 83
ABC 58
ABC 83
ABC 83
PROGRAM, time, start, duration
Wanted; Th 10 30-11 pm: 20 Oct: 52 wks
Today; M-F 7-9 am; 5 Oct; 52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct;
52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm ; 3 Oct;
52 wks
Midwestern Hayridc; alt W 10:30-11 pm ; 9
Nov-21 Dec
Matinee Theatre; part. M-F 3-4 pm; 31 Oct
23 Feb 56
Famous Film Festival; S 7 30-9 pm : 2 Oct: 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct;
52 wks
Carry Moore; alt F 10:30-10:45 am; 14 Oct;
52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct:
52 wks
Famous Film Festival; S 7:30-9 pm: 2 Oct; 8 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct: 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm ; 3 Oct;
52 wks
My Favorite Husband; T 10:30-11 pm; 4 Oct;
52 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct; 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm ; 3 Oct;
52 wks
Famous Film Festival; S 7:30-9 pm: 2 Oct; 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Famous Film Festival; S 7:30-9 om; 2 Oct; 8 wks
Conquest; Sat 11-12 pm, 22 Oct, 19 Nov
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct; 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct;
52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Winky Dink and You; Sat 10:30-11 am, S 12-
12:30 am; 10. 11, 7, 8 Dec.
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct; 8 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct; 8 wks
Ted Mack: S 9:30-10 pm: 30 Oct
Famous Film Festival; S 7:30-9 pm: 2 Oct; 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Bob Crosby; M 3:30-3:45 pm; 3 Oct; 26 alt wks
Carry Moore; alt M 10:15-10:30 am; 52 wks
Famous Film Festival; S 7:30-9 pm; 2 Oct; 8 wks
Mickey Mouse Club; M-F 7:30-8:30 pm; 3 Oct
52 wks
Famous Film Festival; S 7:30-9 pm: 2 Oct; 8 wks
Mickey Mouse Club: M-F 7:30-8:30 pm; 3 Oct
52 wks
Mickey Mouse Club; M-F 7:30-8:30 pm- 3 Oct-
52 wks
!. Renewed on Television Networks
SPONSOR
rown & Williamson, Louisville
cllogg Co, Battle Creek
lies Montcnier. Chi
rocter & Camble. Cincinnati
emington Rand, Bridgeport
AGENCY
Ted Bates. NY
Leo Burnett, Chi
Earle Ludgin, Chi
Y&R, NY
Y&R, NY
STATIONS
CBS 138
CBS 67
CBS 73
CBS 130
CBS 86
PROGRAM, time, start, duration
The Lineup- alt F 10-1030 pm. 7 Oct: 52 wks
Arthur Codfrey Time; T & Th; 10:45-11 am;
Oct: 52 wks
Whafs My Line; alt S 10:30-11 pm; 30 Sept;
52 wks
The Lineup: alt F 10:10:30 pm: 30 Sept: 13
What's My Line; alt S 10:30-11 pm; 2 Oct;
52 wks
Letter W
Craaikjmp 14)
Edward
Hobl.
Townscnd
Criffin 13)
John D.
SWM i
Ken
McAllister <3>
In next issue: /Veic and Renciced on Radio Mcttcorks; Broadcast Industry Executires;
IS'eto Firms, Mete Offices. Changes of Address. Agency Appointments
^ Ralph C.
Ta"-
31 OCTOBER 1955
3 1 OCTOBER 1955
\#'i/ and rvnew
Harry H.
Enders (3)
Horace E.
Curtis 13)
Herbert
Berger <3t
Dorman C.
Ingraham (3)
Heber C.
Wolsey (3)
Roger M.
Shea (3)
3. Advertising Agency Personnel Changes
NAME
Roger L. Albright
Ken McAllister
Arthur A. Bailey
Herbert Berger
Ri" CamDbell
William A. Chalmers
horacc t Cu us
Lawrence W. Davidson
Harry H. Enders
Jack Farnell
Joseph Forest
Dr. C. Dorsey Forrest-
Dorothy Furman
Townscnd Criffin
John C. Halliday
Edward Hobler
Dorman C. Ingraham
Wilhim A. Johnson
Jay Kacin
Peter Kcveson
William M. Kline
Norris Konheim
Booth Luck
Ken McAllister
Alvin I. Miller
Winston Norman
Richard C. Rothlin
Roger M. Shea
John D. Swan
Ralph C. Tanner
Alman J. Taranton
John V. Tracey
Louis C. Van Akin
Joseph 0. Wilson
Heber C. Wolsey
Cordon Zern
FORMER AFFILIATION
McCann-Erickson, Clevc, tv writer-producer
S5CB, NY
Ward Wheelock, Phila, pres
Cuy Lombardo Enterprises. NY, Cen mgr
Footc, Cone Cr Belding, LA, vp
Campbcll-Ewald, Detr, vp and rad-tv director
BBDO. NY, acct supervisor
Ceoftrey Wade, Chi, creative director
Young Cr Rubicam. NY, secretary-treasurer
Ceoffrey Wade, Chi, rad programs director
Transfilm, Inc, NY, vp and creative director
Indiana University, prof, of marketing and research
Joseph W. Hicks, Chi
Benton Cr Bowles. NY, acct supervisor
Ogilvy, Benson Cr Mather, NY
Benton Cr Bowles, NY, acct supervisor
Erwin Wasey, NY, acct exec
Halsted Cr VanVechten, Red Bank, NJ
Gardner Co, St. Louis, asst rad-tv director
Lennen Cr Newell. NY, vp and rad-tv copy chief
Seabrook Farms, Bridgeton, NJ, mkting director
Kenyon Cr Eckhardt, NY, assoc. group supervisor
Ceoffrey Wade, Chi, tv director
SSCB, NY
Mass Mutual, Wash div
Cenc K. Walker Co, mgr
Free Cr Peters. Chi
WTTC-TV. Washington, producer-director
WCAX— WCAX-TV. Burlington, Vt
Mooresville Mills, Mooresville, NC
Ted Bates. NY, vp
Fuller Cr Smith Cr Ross, Cleve, bus development sis mgr
Anderson Cr Cairns, NY, vp, secretary Cr director
MacManus, John and Adams. NY, acct exec
Cillham Adv. Salt Lake City
Fuller Cr Smith Cr Ross, NY, acct exec
NEW AFFILIATION
Marcus Adv, Cleve, rad-tv dept head
Benton Cr Bowles, NY, vp Cr acct sup
Marschalk & Pratt, NY, exec vp
DFS, NY, rad-tv bus mgr
Same, exec vp for western div
Calkins & Holdcn, La, mgr of LA office
Same, vp
Same, product service director
Same, vp Cr sec
Same, tv net director
William Esty, NY, exec producer in tv commerc
dept
Hicks & Creist, NY, marketing and research direw
Walter McCreery, Beverly Hills, publicity direetc
Same, vp
Ncedham, Louis Cr Brorby, Chi, asst media direc
Same, vp
Same, vp
Blaine Thompson, NY, acct exec
McCann-Erickson, NY, tv film production direc
DCSS, NY, rad-tv commercial copy director
Ellington Cr Co, NY, acct exec
Crey Adv, NY, copy group head
Same, director of spot tv and film dept
Benton Cr Bowles, NY, acct supervisor
Francis M. Sharkey Agency, Wash, sales prom n
Roy S. Durstinc, San Fran, creative acct exec
Needham, Louis & Brorby, Chi, acct exec
Cordon Schonfarber Cr Assoc, Providence, rad
Dorrance, NY, vp Cr Act exec
Anderson Cr Cairns, NY, vp Cr acct exec
Same, sr vp and secretary
McCann-Erickson, Cleve, acct exec
director
J. M. Hickerson, NY, exec vp
Grant Adv, NY, vp
Same, vp
Same, copy chief
4. Sponsor Personnel Changes
NAME
Joseph C. Bannon
Thomas R. Bartlett
John R. Basset
Andrew C. Freimann
Lester W. Craaskamp
Augustine R. Marusi
Raymond W. Saxon
). W. Stack
H. L. Waldrop
Robert H. Zitzmann
FORMER AFFILIATION
RCA Victor, NY, tv div field sis mgr
Bendix Aviation, Detr, gov sis dept
Stahl-Meyer, NY
General Motors, Dayton, Delco Div, gen sis mgr
Amer Can, NY, vo in exec dept
Borden Co, NY, Chem Div, pres
RCA Victor, TV Div, gen sis mgr
Oldsmobile, San Fran, zone mgr
General Motors, Detr, oil mdsg mgr
Sterling Drug Co, Monticello, III, ind rel director
NEW AFFILIATION
Same, gen sis mgr
Same, sales mgr
Same, mdsg and adv mgr
York Corp, York, Pa, vp in charge of mkting
Same, vp in charge of operations, central div
Borden Co. NY, vp
RCA, Boston, north eastern regional mgr
Ceneral Motors, AC Spark Plug Die, Flint, adv r
Same, mdsg co-ordinator
Piel Bros, NY, ind rel director
5. Station Changes (reps, network affiliation, power increases)
KAFY, Bakersfield, calif, has appointed the Daren F. Mc-
Gavern Company its West Coast representatives
KCRG, Cedar Rapids, Iowa has appointed Everett-McKinney
natl reps
KDAL-TV. Duluth, Minn, will become an affiliate of CBS
30 October
KMTV, Omaha, Nebraska aired its first color program 28
September
KPAR-TV, Sweetwater-Abilene, Texas becomes affiliated with
CBS about 1 November
KQTV, Fort Dodge, Iowa will return to the air 29 October
KTSA, San Antonio, Texas became an affiliate of MBS 26
September
WDBJ-TV, Roanoke, Va, went on the air October 3rd for
the first time
WDOK, Cleveland, Ohio had appointed H-R Representatives
WEEI. Boston, Mass has appointed Thomas R. Young natl reps
WNOW-TV, York, Pa, has appointed Robert S. Keller natl
reps
WOAI-TV, San Antonio, Texas is telecasting in full color
as of 15 October
WTOP, Washington, D.C. has announced the addition of a
news and public affairs division
6. New Agency Appointments
SPONSOR
American Can, NY
Bristol-Myers, product div, NY
Bristol-Myers, product div, NY
Champion Spark Plug Co, Toledo
Coca-Cola Co, NY
Colonial Sugars. New Orleans
Doyle Packing Co. Long Branch,
Clamorene, NY
Monsanto Chcm Co, Springfield
Murine Co, Chi
Schick. Inc. Lancaster
Whitehall Pharmacal, NY
N)
PRODUCT (or service)
metal & fibre containers
Mum Mist deodorant
Sentry dentifrice
Champion Spark Plugs
bottled beverage
Sugar
Strongheart dog food
carpet cleaning preps
Farm chemicals
Murine eye wash
electric shavers
Duplexin
AGENCY
Compton, NY
DCSS. NY
BBDO, NY
J. Walter Thompson, NY
McCann-Erickson, NY
Rutledge & Lilienfcld. St. Louis
C. Wendel Muench. Chi
Product Services, NY
Gardner Adv, St. Louis
J. Walter Thompson, Chi
Warwick Cr Legler, NY
McCann-Erickson, NY
20
SPONSOR
WHO listener fights crime with radio!
" Tin I
•rut one I
i Kins
■c(»
)n«
Dif.
inn
Bp:i.
18
how
Account!
suing
nade
<e»». Sportt
SIGN OFT
40
ST 1.
Gene and Shirley
Tomasxewski —
WHO Salutes You!
When this story went out over the
vires of the nations news serv.es a
Week ago, it made each man and
w0man who heard U feel « little bit
bigger, a little bit prouder, to know
about the Tomoszewskis.
The heroism of these wonderful people
should be of real inspiration to all of
M It's this kind of bravery, and tnis
kind of people, that can always make
the final difference m the war against
crime and delinquency.
WHO, and all of Iowa, salutt our
solid-citizen neighbors - Gene and
Shirley Tomaszewski, of Princeton,
Ulinois. We hope they're always in our
audience, even when they go back
home!
And just to make sure they will be
WHO is honored to present them with
a new R.C.A.-IMPAC (the case has a
5yt warranty against breakage) port-
able radio to replace the set that Mr,
Tomaszewski used to such excellent
effect on the head of a thug.
In all the excitement, no one's really
certain just what station the Tomas-
zevskis* old set was tuned to. But
™, anrees it couldn't have made
everyone agrees, n <■«
much greater impact even if »l ««
tuned to WHO!
m>>. ml
^^e^^the^ooung of one of
a pair of abductors. ^ ^
The heroes of the _ story princeton,
JffioPBK ?SSSS and their story
highway west ofQarg driving They
night to reatlrora w armed with
were awakened by two m , ordered
a 22-caliber target P«to^ they took
them into the back : eat wn identified
over the front. TMP> chlcago, held
later as Ogden Denner^ identified
£e PE^rdh,LeehlVa°mpPbell of Natural
Bridge. Virginia, drove. &bduc.
The Tomaszewskis offered t {of
tors some of the '°od*ey arinks. Then,
the trip, including some so ^^ ^
hoping for e-.^^oft drink Inside one
Illinois man hid a son. u
of his socks. hed Toledo, Iowa,
As the car e-PP^^y were getting
the highwaymen said tney s
sleepy • . • OX n ne_n They pulled off the
o'clock this mornmg. They ^^^ q{
highway, and ,aPPa"^jyy attitude toward
Illinois couple s f "^^toi in his holster
them, tenner put his Pisto ^ & nap
and both men settled ^le-in-
Tomaszewski took me poi^ head
the-SnTsk wife, Simultaneously slugged
StmpWl w th a portable radio, etc
■ •>■
D"OJ
■ •"
•■•I
»•«
• II
l-Murfa "> Alr|
D-Ne»'«
*-F»rra y»cl»
WHO dial 1040
S5 "Ji Voice of the Middle Wes^
31 OCTOBER 1955
21
•#
^fegapp**
'm
I
/
\
A
•^*&
\
/
Jm
^WM
.%**-
from
a
sponsor's
viewpoint
ed Taylor and da vi hi i \i k .m Marketing Vice
President and Advertising Directoi respectively
ni Motorola, Iii« Like the company they work
for, they an progressivi and imaginative <|in<k
to I in iik (i w Ik ii .1 ik \s opportunity com< dong.
Perhaps that's w hy nbc matinei rm \mk firsi
piqued thei} interest. Ii w.is different and un-
conventional... a different full-houi drama
every weekday from 3 00 to I 00 p.m., in both
black and white and color, featuring produc-
tion, writing .m<I stars ol nighttime calibn
Intrigued, Missis. Tayloi and Kutnei dug
deepi r. I Ik \ found:
...thai according to ARB, horn long dramas
arc the most popular form in the daytime jusi
as tin \ .ii i m iIk- evenin
. . . thai \i-.c \i \ i im i i in \ 1 1 k will have an
estimated coverage ol J2.500.000 homes (90%
of all TV homes in tin- United Stai
... th. ii the commercials will be 90 seconds in
length allowing each selling message to bi
veloped fully and powei fully
. . .that, for all of its unique features and quality
production, matinee' s total cost comes to only
$10,326 gross per commercial position.
Then Motorola considered the new audience
that this fresh, quality program would inevi-
tably attract; the prestige ol association with
top stats and top production; the growing
advantages ol color commercials. Motorola
added all these things together and signed as a
long-tt i in i lient.
Other disc riminatingadvertiserslike Aluminum
Company oj America, Procter 8c Gamble, and
B. T. Bahhiti Company — have ana!
matinei and come to die same conclusion.
Take a long, examining look yourself. You'll
find you top can enjoy major values on
NBC
MATINEE
THEATER
the
big
talk
is
about
kbis
bakersfield
California
970
The ONLY popular music and
news independent station in
Bakersfield and Kern County,
dominating California's South-
ern San Joaquin Valley 24 hours
a dayl
NEW YORK
CHICACO
ST. LOUIS ADAM YOUNC. JR.
SAN FRANCISCO representative
LOS ANCELES
Henry ft, Geyelin
Manager of advertising services
Metropolitan Life Insurance Co., New York
A little over two weeks ago Metropolitan Life's radio commercial
(Y&R is the agency) won an RAB award as one of the eight "most
effective radio commercials" of the year.
It is difficult to determine degree of effectiveness," Henry
Geyelin, Metropolitan Life Insurance Co.'s ad manager, told SPON-
SOR, adding, "But since one out of every five people in the U.S.
is a Metropolitan policyholder, I guess our advertising (50% in
radio) does do the job."
Geyelin, who joined Metropolitan less than three years ago after
a five-year stint at Du Mont working on tv set advertising, says
advertising falls into three categories:
"There's 'sell,' 'p.r.,' and 'public service' advertising. At first
glance it might seem as though there's some overlap between p.r.
and public service, but we feel the two are different. Our approach
is public service advertising; by that we mean creating an aura of
goodwill for the company. But our campaign is not institutional in
the sense that a p.r. campaign might be. Instead we give tips on
good health and devote each week to particular health problems,
such as heart conditions, etc."
A strapping ex-Yaleman, Geyelin keeps dozens of Metropolitan
health booklets (radio listeners are urged to request them for addi-
tional information) in his desk. Geyelin himself claims to be the
best possible insurance risk.
"Of course, the easiest kind of radio campaign to evaluate is one
that's trying to sell a product," he adds. "If the stuff moves, your
commercials are good. If it doesn't, there may be something wrong
with your strategy.
"Without an opinion poll it's a little tougher to evaluate the ef-
fectiveness of a public service campaign. You might sum it up by
saying you're doing a good job if you're reaching a maximum
number of people with useful information."
A born New Yorker, Geyelin lives in his own house in Manhattan
with his wife and "a man-size, girl-type child of six whose major
distinction for the moment is being the classmate of many tv ex-
ecutives' kids."
During his leisure time, Geyelin likes to take his family sailing.
What kind of boats? "Anybody else's." • • •
24
SPONSOR
The only captive audience
that counts is the one that's
captured by the sheer excellence
of your commercials.
YOUNG & RUBIGAM, INC.
Advertising: New York • Chicago • Detroit • San Francisco • Los Angeles • Hollywood • Montreal • Toronto • Mexico City • Londo
31 OCTOBER 1955
25
/f you want
NEW ENGLAND'S
use
youcdareof
N0.1 MARKET
rcron
BOSTON
By Joe Csida
Tv responsible for recortl agency switching
The past several weeks have witnessed some of the most
drastic account switches ever seen for a like period of time in
the advertising business' history. As most observers are
aware by now, Coca-Cola dropped the D'Arcy Agency and
took on McCann-Erickson (and this after a 49-year associa-
tion with the former ad shop); Warwick & Legler snatched
the Schick shaver billings from Kenyon & Eckhardt but lost
an even heavier purchaser, Pabst Beer, to Leo Burnett. Other
less dramatic switches have developed, and only a handful of
hard-working, perhaps frantic agencymen know how many
more transferrals are in the making.
Any number of factors involved in these switches are note-
worthy, possibly not the least of which is that McCann-Erick-
son, in picking up the Coke business, may be pushing total
billings of $200 million by the end of 1956. Even more note-
worthy, however, is the obvious fact that the advent and tre-
mendous growth of television is probably most responsible
for these advertiser-agency upheavals.
To take up only two of the many considerations involved
in effectively utilizing the tv medium for a client is enough to
give one a severe case of heebeejeebies. Dwell for a moment
on the always prime consideration of which show do you
buy. Think of the several agency gents who conceivably
could have turned down The $64,000 Question. Think of the
repercussions on the client level if it got back to the v.p. in
charge of sales and/or advertising that the agencv had
turned down the sizzling Louis Cowan package.
And take the case of The Big Surprise. A $100,000 jack-
pot, developed by substantially the same crew as the sensa-
tionally successful $64,000 Question. It sounded, and still
sounds like, a can't-miss show if ever there were one. Still,
anyone who has viewed the first several stanzas must be
aware that it lacks to a tremendous degree the ingredients
that made its predecessor such a walkaway winner. Most of
all must the client and agency be aware of its shortcomings.
On what does the viewer acceptance of these shows hinge?
On what does the viewer acceptance of an\ show hinge? On
all the obvious factors, to be sure: careful planning, good
writing, good casting, good direction, good staging. Yes, all
of these. But Lou Cowan mentioned during a behind-the-
scenes talk about 64 that his office had almost passed up
(Please turn to page 68)
26
SPONSOR
IN INLAND CALIFORNIA iand western nevadai
RAD I O
\MS;V\jfr
These inland radio stations, purchased as a unit, give you
more listeners than any competitive combination of local
stations . . . and at the lowest cost per thousand!
(SAMS and SR&D)
In this mountain-isolated market, the Beeline serves
an area with over 2 million people and more retail sales
than Colorado, Kansas or Kentucky! (1955 Consumer
Markets)
NO
RAMENTO
x KERNmBAKERSFlELD
i
/iAc CAaicJUxj &fioaAjCcLsijA^ CoutfboA^f
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
31 OCTOBER 1955
27
and now a word
from o
*
I
ponsori
Ssii
li — 1 1 * > t rare when a WCBS-TV sponsor says "well dour.""
Bui when he goes on record and spells ou1 specific results—
as ilif Advertising Manager of the Proctor Electric ( iompanj
did— best thing to do is quote him, word for word. Like this . . .
"Want to know why Vm continuing on \\ (IBS-TV? Because On-
demand created from our Twelve Plan announcemenl campaign
has increased our distribution to 3700 dealers in the Ne\* York
metropolitan area where we had 100 at the start. Because our
New lork sales are up 70% over the comparable period before
we went on WCBS-TV. Why, New York's largest departmenl store
alone is selling five times more Proctor ironing tables than
before. WCBS-TV has established Proctor as one of the leading
names in housewares in the New York market. '
Almost invariably good things begin to happen to sales and
distribution problems when an advertiser uses the station thai
provides largest audiences day and night . . . most adult viewers,
more in the daytime than all six other television channels
combined . . .and the economy of the famous Iweli e Plan.
Take our word — or listen to OUT sponsors : to sell the Number
One market it takes the Number One tele> ision station . . .
- nir \FJ)
WCBS-TV
Channel _'. ^ en York
Represented by CBS Television Spot Sales
Area Coverage Means
More Viewers Per Dollar
The Texas Gulf Coast Television Market is
nearly twice the size of the Galveston-Houston
Metropolitan market alone.
Galveston-Houston Gulf Coast TV Market*
Families 333,000 544,800
Income $2,075,371,000 $3,076,812,000
Sales $1,347,228,000 $2,091,153,000
KGUL-TV-the CBS Basic Affiliate for the Gulf Coast
Area — completely covers the fastest growing major
market in the country.
More audience every day means your advertising
dollar buys more . . . every day on KGUL-TV.
Measured by Research Department of Television Magazine
Represented
Nationally by
CBS Television
Spot Sales
Gulf Television Company
Galveston, Texas
30
SPONSOR
31 OCTOBER 1S33
Why today's (imeliujcrs
IIOIIll 11 II |W|*| || 11 °m' Im*;hI lor *4vloriial iK-oiiaiions.
Ill A II HI U 111 lllllj lli<- other lor work h<> h - Ir
j he timebuyer <>f 1955 should have
two heads:
• One with which to negotiate [or
I i\ time from representatives and
stations; and,
• One with which to explain the new
Functions of radio to agencv men and
clients.
Because of the unprecedented hull
market in tv and the revolution in ra-
dio programing structure and listening
habits, todav's timebuver lias to fill
distinctl) different jobs in the two air
media :
1. As a t\ Inner he proves his ef-
fectiveness 1>\ carving out a niche for
his account on overcrowded stations,
which can afford to attach conditions
to sale of time preference to long-
term contracts, for example.
2. As a radio Inner he has to shift
from virtually wooing the sellers of
time to do a dual job of representing
and Belling the changed medium to cli-
ents and his own agency in such a w.i\
that the) gel the most out of radio as
the Belling force ii is today.
The timebuy er i- the key liaison be-
tween client and station, ye\ his own
channels of communication with both
all too often pet bogged down. It's an
era of dynamic change in timebuying
and. inevitably, there are snarls to con-
tend with.
To show just how these dynamic
changes in the radio-tv industry affei t
the work (d admen involved in setting
up air media campaigns, SPONSOR will
publish a series on the problems of
timebuyers; of account executives;
advertising managers: station rep-:
and station managers. For it> studv of
current timebuyer headaches, sponsor
surveyed buyers in several dozen
agencies, conducting intensive inter-
views with the men and women who
i oni i ..I -.nil.- of the key i mts in
air advertising.
I rom this bui vey emerge a number
of problems thai < ause timebuyers
daily headai hes. Some oi these prob-
lems result from the vei \ n iture of
advertising. < libera < ould I"- i ured
through greatei understanding bv the
people the timebuyer mint work with
in building a campaign.
Here then are some ol the heada< be-
that plague the timebuyer, presented
here to ] > i i t hi- problems in pel spective
for tin- guidance ol those who work
with him. For their own part, it
should be -aid. buyers are usually too
busy — working — to do much in the
way <>f airing their headache*.
Had briefing on client needs: This
i- the most fundamental problem of
all and. happily, is encountered less
(Article continues on next pa
ADVERTISING HEADACHES
/ scries of articles designed to put in perspective
the air media problems of:
1. Timebuyer* this issue
II. Account executives // \ovemhrr
111. Ad malingers 28 November
If . Representatives 12 December
t . Station managers 26 Deccmlirr
"TSgfn®
<i
TIMEBUYER HEADACHES (Continued)
frequent I \ todaj than in years past.
Bui it still exists and with the in-
creased complexity of the air media.
the harm done i- magnified. In ex-
treme cases, a buyer may get a market
list handed to him by the account ex-
ecutive with a Bhorl me telling him
to buy minute participations in wom-
en's shows in said markets, but not a
word about local dealer problems the
client maj have or distribution difficul-
ties in certain areas.
"1 might pick one woman's show be-
cause the local talent makes personal
appearances in super markets, and
find out weeks later that the client's
been trying to expand his distribution
among the independent grocers," the
timebuyer of a major package goods
agency remarked. "Here I'm sacrific-
ing cost-per- 1,000 for goodwill in su-
per markets, when I might have done
as good or better a job with another
show if I'd known the particular dis-
tribution problem in that market."
Discrimination against small ac-
counts: Timebuyers with medium-size
budgets sometimes find it tough to get
the quick service for which they de-
pend on reps. They feel that some tv
salesmen have got so choosy they don't
bother with the "small fry."
"When I had a $100,000 budget. I
had to call one rep five times before I
got any idea of availabilities," one lady
timebuyer complains. "A couple of
months later I was assigned to a big
account, and almost before the news
about the budget was out, the same
salesman was sitting in my office with
a list of his stations and their sched-
ules. Some reps forget that if we do a
good job for the small advertiser, he
may have a lot more money to spend
the next time around."
Failure to sell creatively: All buy-
ers agree that the better the reps arm
them with information, the better the
job they can do in representing the
medium to the account men and clients.
"The more creative the approaches
to selling radio to us, for example.'"
the head buyer of an agency heavy in
drug accounts remarked, "the better
we can present the medium to the ad
manager. The same goes for the wax
the) sell tv, if you can call it selling
in some instances. Tv has gotten to be
an 'over-the-transom' business, a real
sellers' market. So some of the reps
are sitting back and making it tough
for you to get information. But even if
nothing's available at the moment, you
want to have up-to-date information
for the time when there's a break."
Some veteran timebuvers have bones
to pick with radio salesmen particu-
larly. Said one: "They don't have to
run to the client for an appropriation.
If more of them made pitches to me
like one guy did recently, we'd have
ammunition for better radio recom-
mendations. This rep assembled sta-
tistics showing that eight radio sta-
tions, including two not his own. would
theoretically cover 30$ of the people
who use our product. On the basis of
this information, we were able to prove
to the client that a small additional
budget could give his over-all cam-
paign more intensity ."
Loss of availabilities because cli-
ent is sloiv to O.K.: This has been a
perennial timebuyer headache. The
buyer does his best to keep on top of
schedule changes, new campaigns, ex-
piration dates; he maintains good re-
lations with reps and stations, so that
he won't miss out on a good buy.
Finally, be gets a call from a rep
friend telling him that a couple of
Class "A" announcements have opened
up. So he pleads with the rep to hold
on for a couple of hours, and tries to
get the account executive or the client
to give him the go-ahead.
"And what happens?" one exasper-
ated timebuyer remarked. "It takes
you two hours just to get to the a/e,
Most headaches in timebuying boil down to one 1
▼ Ad manager Account Executive ▼
*—4\t
Breakdown
Ad manager may not give
a e information about over-
all sales strategy, objectives
of campaign, sales and dis-
tribution problems of prod-
uct to guide buying plans.
32
SPONSOR
and three days t" gel an O.K. t i
id.- client H"» long do ih«-\ think .1
-h.t next to $64,000 Question's ■■■
to ki<k around?
Preemptions : The worst season i"i
pre-empts, most buyers agree, 1- the
football season. But, "I < ourse pre-
empts there will In- -u long a- there
.in- ,in\ spe< i.il events or, for 1l1.1t mat-
ter, a- long a- there's t\. Mill, saj
the buyers, couldn't networks and sta-
tions Id them know about pre-empts .1
week or bo in advance?
Here's what happened i<> one time-
buyer because .1 network didn't pass
the pre-empt i 1 1 1 • > 1 1 ■ 1 ^1 1 i < > 1 1 along quick-
ly:
The daj before In- client's half-houi
network -how was i<> go mi tin- air,
tin- network let the buyer know that a
station in the S. >ut li refused to clear
the show. I'lic client had set up ex-
pensive dealer promotions in that mar-
ket to tie in with the premiere ol the
program. He was in the agenc) that
day, and dropped in on the Inner just
a- the latter got the station manager
on the phone.
"Young man. I explained to \\\
network two week- that I wouldn't
earn your show, the station man was
saying. "'M\ primary affiliation is
with ^ \ ^ network, anyhow." \ml
then the station managei hung up.
"\\ ell, let's t ilk again latei about the
time the show will said the
buyei into die dead phone, while die
. In ni sal by. I lie buyei -till hoped
against hope that he 1 ould pei suade
the -~ t . 1 1 i < iii to put the -how on. But, if
he d know n about the pre-empt even
in-i one week earlier, he could at least
have stopped the dealei promotion in
the III. II kel.
Daylight Saving headache: Septem-
ber has always been a dirt) word in
tiraebu) ei \ ocabulai j . because il - the
time when those area- whieh observe
Daylight Saving lime Bwitch back to
Standai d I ime, making it net essai \
foi buyers to re> ise schedules, negol i-
ate 1. in e again Eoi better adja< e -.
plow through added paperwork.
This year some oi the 1)^1 areas de-
cided to extend Daylight Saving Time
through the month ol October (spon-
sor, .'! Vugusl I .
"Actually, that means that you maj
have to buj 600 announcements for a
200-announcement campaign," said
the head buyer of one of the top In
radio-t\ agencies. "Within the space
<d five week-, you've got to set up
three different campaigns because the
programing at the local level keeps
switching around. Their network feeds
are thrown out "I line. \ buyei mas
in. 1 see the li hi i-i fivi weeks run-
ning hei .in-.- ..I the ii iple work."
The squeewe pfcrj : I
1 rep '■■ i" -' e thi- < lieni dm 1 tly,
we're on the . ai pet ti ) ing t" ju
• bu) we 10 11 told
sponsor, aftei ha\ ing i .i "t just
-in h a two-houi meeting w ith a'
■ I'lllil e\e. ij||\ e.
More 1 . 1 • ! i • ■ 1I1. 111 u reps go din 1 t"
the .11 count M.im reason foi thi- is
thai radio reps feel they're selling < li-
eni- mi allot .iin .1 radio budget rath-
ei than just selling their parti< nlai
stat i"n-.
"i i| < 1. in-.-, we prefer to have them
. nine to the auem\ in all instant e»,
-aid the < hief Inner id a major air
media agent \ . "But if thej dei ide t'>
go io the client, thej < ould -till -
us wasted time in meetings bj just tell-
ing 11- what their presentation to the
ad mangei is all aboul before the)
see him."
I iicre are actuall) few time-, buy-
ers contend, when a pitch dint I to the
client i- justified. "It's up to the buy-
er to give the n-p an explanation foi
turning down certain availabilities. In
that way, you can brief the rep on the
sort of campaign that- planned. But
1 Please nun to /-"-■
0MMUNICATIONS
This diagram shows where communis ations can break down
In in '■en the people from whom a timebuyer must get his information
▼ Timebuyer
Some stations don't keep
rep up to date on schedule
changes, don't let him
know of preempts and
make-goods until they're on
the air or often long after.
Breakdown
Network
9
Breakdown
Network can slow down
flow of information from
stations. May hold up pre-
empt info in hope of last-
minute clearances from sta-
tions that have canceled.
31 OCTOBER 1955
33
HOW MANISCHEWITZ
'MAXIMIZES' ITS DOLLARS
1. Budget. Spot radio-tv
get practically entire ad
budget (over $2 million last
season) in belief these
media give greatest impact
2. Media. Usual pattern is
to use both radio and tv,
but some areas are covered
by radio alone, some tv only.
Am independents mostly
3. Impression-Impact. Ra-
dio delivers frequency of
impressions via saturation
spots. Tv adds impact. Stag-
gered scheduled ups effect
4. Markets. Extensive client-
agency knowledge of indi-
vidual markets guides selec-
tion of stations, with possi-
bilities for extensive tie-ins
5. Appeal. Minority groups,
especially Negro, Polish-
and Spanish-speaking, are
primary consumer targets and
copy emphasizes kosher angle
"Man, oh llanisi ihewitz"
Of $2,00O,000-plus ad budget last year Monarch \\ h
m here are a number of reasons why
Manischewitz wine should not be a
success.
• It is a kosher-type sacramental wine
which should appeal to the Jewish
market only.
• Its brand name is a mouthful, de-
fies the trend toward short, punchy
names, is foreign-sounding and should
be almost impossible to work into a
jingle.
• It is sweeter than most sweet wines.
While sweet wines lead the popularity
parade in the U. S., their sales have
been stable. On the other hand, dry
wine sales have been going up, a re-
flection of the growing U. S. consum-
er's interest in non-sweet beverages
with low caloric content.
All of which is an indirect way of
saying that Manischewitz wine (1) is
a success, (2) appeals to the non- Jew-
ish consumer too, and (3) has been
worked into a jingle with a potent
sales kick in which the brand name has
been a help, not a hindrance, in con-
sumer indentification.
The Monarch Wine Co., which
makes Manischewitz, has been boost-
ing sales of the brand with some of
the heaviest spot campaigns around.
Last season Monarch placed an aver-
age of about 5,000 radio announce-
ments a week for Manischewitz. These
were heard on about 175 stations in
over 100 major U. S., Canadian, Ha-
waiian, Alaskan and Puerto Rican
markets. In tv, Monarch used 80 sta-
tions in about as many markets.
The Manischewitz ad story is actu-
ally an all-spot story (execpt for
one Negro magazine.) Monarch put
over $2 million into spot last season
and during this coming season the bud-
get will go even higher In spending
this money Monarch and its agency
Emil Mogul, have come up with some
shrewd answers to air media buying
problems.
It is pretty safe to say that radio and
tv have been the ad media chiefly re-
sponsible for the growing ihirst Amer-
icans have shown for kosher-type
wines. Not only Manischewitz but the
Mogen David brand leans heavily on
the air media ( see previous stories on
kosher wine in sponsor, 5 April 1954
and 26 January 1953.)
Manischewitz was the first kosher
wine on the market, entering the field
in the middle 30's. Until World War
II it had things pretty much its own
way. Today it shares 90% of the
kosher wine market with Mogen David.
It is one of the six national leaders
among all wines.
The Monarch air approach, as de-
veloped by the Mogul agency, is not-
able for the following:
1. While valuing all ad media, Mo-
gul does not want to spread Monarch's
comparatively limited funds too thin,
feels it should get the most out of one
or two media before adding others.
The agency feels it can get the most
mileage initially out of radio and tv.
2. In some areas radio will be used
alone, in some tv alone, but usually
both are used in combination.
3. Generally, radio provides "con-
sumer impressions" through saturation
schedules; tv provides "impact."' Ideal-
ly, radio provides the market ad base,
with tv performing the supplemental
service.
4. Station selection is based not
only on standard timebuyer measure-
ments, but to a large extent also on
personal agency knowledge of the in-
dividual markets.
5. Manischewitz appeals via radio
to minority groups, principally Negro
but also to Polish- and Spanish-speak-
ing consumers, in addition to the ex-
pected Jewish market.
fnriitirituil market approach: "I
can't tell you how much we spend on
radio alone or tv alone." says Nort
Wyner. Mogul account executive on
Monarch, "since we don't break down
SPONSOR
fiat a spot campaign !
it yearly 1 00% into spoi r«itli«»-i\ saturation schedule
the budget thai way. \\ <■ work on an
individual market basis starting with
a lump sum and try to 'maximize1
ever) dollar."
Sometimes this means t\ has to go
because of expense. In Bo-ton last \ear
Monarch found h too expensive in
view of the company's fair, but not
completely satisfactory distribution,
.mil ran schedules totaling 60 an-
uouncements per week on three radio
stations.
In Green Bay . \\ is., on the other
hand, radio rates were deemed too high
to permit saturation campaigns. I \
periods were bought in-trad. \ n ■
common pattern is found in Sy racuse.
Radio stations WOLF, \\ I Id.. \\\I)K
shared oo announcements per week.
\\ HEN-TV carried a 20-second Manis-
chewitz Wine announcement at 11:00
p.m. Sunday, a one-minute announce-
ment at 11:15 p.m. Thursday and an-
other in the Wednesday oighl llmir of
Mystery beginning at 11:15 p.m. On
WSYR-TV Monarch ran a one-minute
announcement Sunday at 11:00 p.m.
New Yorkers received a blast last
Bpring via saturation campaigns on
seven radio stations: \\ ll()\l. Wl.li;.
WMCA, WMGM, \\\i:\\. \\(t\.
WRCA. In addition. \\ \i;ci\ car-
ried seven one-minute and five 20-sec-
ond announcements. \ similai radio
campaign run- this fall, while the t\
schedule moves over to WRCA-TV.
flexibility: Spot's seasonal advan-
tages endear it to Monarch, \lthough
the kosher wine outfit-, as well as othei
wine firms, have labored valiantly to
weeks, 60 bj uncements the next
four, 10 annoum ements dui ing the
final weeks. • •> j ou may find s 21 ' M '
60 relationship in anothei market
\\ hile I '• week -< hedulet are • om-
monlj used, shortei sellii as in
some markets may require only I"
weeks ol ail ads ei rising. ( h the
< \> le may require a I >week < ampaign.
ffmfiu sutttrututn: \,,i| \\ \ n. i de-
fines saturation as starting with from
■I' to I" aiinoiiiK ements pei week.
I In- do.-- not mean that -mallei -■ hed-
ules are not used, -in* e there is often
quite a spread usually i aused by a
simple lack oi money between the
theoreti< ally ideal and the realistic ally
possible.
"W e try to a< hieve market satura-
tion thi ough saturating the .m>\i> n< e
oi as many stations as the budget tor
that market pei mits," sa . - \\ \ ner. *'lf
I had 11,000 to -atiiiair a market, I
would buy as many stations as I could.
But 1 would want to saturate the audi-
New package (left) features familiar opening to successful jingle, lend- itself to in-store
merchandising in cooperation with dealers prompted bj stations' missionary work
Sales Manager Meyer II. Robinson (above),
Emil Mogul's Nort Wyner head ad drive
induce wide consumption of wine
"coolers" during the summer. Manis-
chewitz is still a fall-winter-spring
seller.
But within the season there are cy-
cles, carefully measured in each mar-
ket. Monarch tries to make each sched-
ule match the sales curve, to employ
maximum frequency at the time of the
sales peak.
For example, in a given market the
sales peak may he reached in the mid-
point of the spring season. \ typical
Monarch 13-week drive might call for
20 announcements during the first four
ence ol each station 1 bought rather
than buying as main stations as there
were in the market.
In other words, where radio i- i
cerned, Monarch would rather do a
thorough selling jol> on one station's
audience, though it may he a -mall one.
than scatter it- shots over a big audi-
ence. Reason goes back to the tl ■
of radio usage as employed in the
Monan h case: radio's effei threness foi
wine i- believed to be a function of ad
repetition. This means that it i- not
primarily the penetrative power of the
Please lurn to page 7 1 1
31 OCTOBER 1955
35
JACKIE GLEASON (SHOWN PEERING INTO ELECTRONIC AM) FEELS TV-FILM CAMERA OFFERS ADVANTAGES OF BOTH LIVE, FILM METHODS
Eleil roniia m: how fast ?
how much ? how good ?
Du Mont's tv-film camera is being tried by a
wide variety of both program and commercial
producers. Its claim of economy looks good
36
SPONSOR
/ he live-vs.-film argument on t\ baa
waxed hoi almosl From the inception "I
commercial \ ideo.
Now, the proponents of Electroni-
cam, I'ii Mont'a film-h camera, come
along ami -a\ the w hole thing i- a< a
demic. Electronicam, -a\ it- support-
ers, haa advantagee '>l both film and
li\ c l\.
I he li\c\ -.-film battle haa been
waged along these lines: Hiose who
carr) the banner for live t\ use such
terms as "spontaneity, "presence,
"the living theater." In other words,
live i\ means the excitement <>f watch-
ing something at the moment it ia hap-
pening. \nd. live i\ i- initiall) more
economical than film.
The pro-film legion points out that
film offers a more polished product
through elimination «>f fluff-. |
shots, poor staging; a more varied
product through use "I outdoors, .1
more profitable product through earn-
ings on reruns.
How due- I In 1 1 nil i. a III combine the
advantages of l>otli live and film?
Basically, in two ways, sa] it- — 1 1 1 > -
porters: 1. It provides film as an end
product, yet is cheaper than conven-
tional film production methods. 2. It
permits staging in the manner of a live
-how and 1 1 » 1 1 — gives a spontaneous air
to programs shot with Electronicam.
1 \- will be pointed out later, the idea
that Electronicam allows staging "in
the manner of a live show" has got
Ihi Mont in the middle of a jurisdic-
tional hassle between two unions. I
Though Electronicam has got wide
notices and evoked much interest in
advertising and production circles,
SPONSOR editors found man\ miscon-
ceptions about what this tv-hhn cam-
era system can do. So here's a hriel
description of what Electronicam i>:
Technical problems aside, the basic
idea ..I lie tronii am, w hii h ia the
brain-child oi I »u Mont - lamea I ,
Caddigan, ia reall) quite simple. It in-
\ olvea mounting a film < amera and a
t\ i amera side bj Bide. Both camei as,
however, use the same lens.
\. tually, dial- all there ia to it. Bui
ii should I" te <-\ idenl t>> anj one
familiar with i\ i amera i haina and
film cameras thai i ei tain ad\ anl
are apparent i edit awaj . adi anl
that neither the u noi film camera can
boasl ol il used alone.
Electronicam in brief
IK m WAST?
I iei utfvi i In. • i ol " I be
Honeymooners" says rehearsal
final filming isn't air} longei
than ili"' live version
BOW Ml CH?
Production i osta ol the
i .1. ason show run about
_'",' | . heaper than film,
but W • more than li\>-
how coon?
i I dm thai Gleason Bhow
on film looks like it
i- live does uot com im e l\
i i ii ics and some admen
In the first place, the use of a com-
mon lens means that the picture
picked up l>\ the i\ camera and the
picture picked up bj the film camera
are identical. This is made possible l»\
splitting the light beam coming
through the lens (don't ask how) so
that one part activates a tv image and
the other exposes film.
From the t\ camera's point ol view,
something is added: a permanent tv
picture on film. This could he done
before with a kinescope recording but
kine quality < annol • ompare m ith a
film exposed dire tly.
I i "in the film - point of
view, something ia also added: an ew> -
tronic viewfinder oi monitor. Film
I .unci. i- have v iew fni.l.i- but I | lb.- .
are small, I _' I the a* tual picture b<
exposed on film cannot be seen while
the < amera ia "rolling" and I onl)
the < ameraman i an use the \ iew findei
dui ing the shooting. \\ ith a tv cam-
el a < I i.i in. the cameraman haa an elec-
tronic image oi what ia being picked
up "and exposed on film) and BO doe-
ihe dire* toi oi the show \ ia a monitor
in the control booth. Vnd, nol bo in-
i idi ntallj . pei foi met - i an also
themseh es in a< tion I if onlj out of the
I 01 in i - ..| lb. ii ,• . es i w ith l\ in. .ni-
hil- .hi the Bet
I he advantage oi a monitoi ia not
onlj that it pei mita the direi toi i" Bee
w hat ia being exposed on film but how
ii w ill look on a home t\ screen, foi
hi- monitor i- nothing more nor less
than a home i\ screen.
One more thing. \- in live l\ BhoWS,
more than one i amera is used. I r i i —
gives the dire- toi a • hoi< e « . t angle- or
film shots. Most important and this
i - the heal t of 1 lc< limiii am - l
omj —it allow-, as in live t\ shoi
. ontinuitj "I a< tion and doc- awa)
with stopping the cameras and labori-
ous!) setting up for another shot.
Electronicam results: The theon
of Electronicam's econom) ia one
thing. Are the actual results another?
Three widel) different types "I pro-
grams have already been filmed with
Electronicam, offering admen a wide
field for comparison. \ number of
agencies have also shot commercials.
Attention has been centered on Jackie
Gleason's The Honeymooners (which
i Please turn to pi
'three cameras film "The Honi ntinu-
ously. Onlj majnr break i- to reload film in cameras
Show director decides from i ontrol booth monitors
which camera shot will appear ..n kin.- editing mastei
Viewer with kine editing master helps •■•< i i t • >r pick
out which one of the three -trip- .4 film corresponds
to shot chosen by director during filming oi pr..gram.
■ time- it i- decided to substitute another and
r -hot for the one chosen bi -how'- din
31 OCTOBER 1955
37
.
The great debate on
network show control
WHO CONTRlLS
SOURCES: List at righ
teas obtained from the |
nets themselves. Of
844 total network houn
a little over one-half-
424 \ ■> hours — are nettc. It-
controlled. Client, agei ■
or packager control tin
remaining 419 Vi hours
Behind scenes these are the issues being argued
by admen, packagers and the television networks
WW ne of the great revolutions of the
television era has been the assumption
of responsibility for creating and con-
trolling a high proportion of their own
programing by the television networks.
This step gives the networks the oppor-
tunity to move fast when changes in
the program lineup are necessary to
meet competition. And, say the net-
works, it is a way of assuring that a
balance of programing is maintained.
Advertisers and their agencies in
recent years have accepted the new
pattern, some enthusiastically and oth-
ers reluctantly. Among the reluctant,
debate continues with some expressing
new hope that the advertiser who wants
to bring in his own show will have
more opportunity to do so now because
of the stellar success of one indepen-
dently produced package, $64,000
Question.
To provide a balanced report on the
usually behind-scenes discussion of
network programing control, SPONSOR
took two steps: (1) Got from the net-
works a breakdown on shows they con-
trol and "outside" shows. This ap-
pears at right. And (2) conducted a
series of interviews with executives
whose views reflect every shade of
opinion. Presented in a sequence
which frequently gives one side the
opportunity to answer the other, the
quotes below are the reader's ringside
seat at the great television programing
debate of 1955.
Debate starts with the question: Can
an outside show get on the air toda\ ?
NETWORK: "Definitely! We want
good shows. You bring us a program
that's an audience getter, and you"\e
got no problem. A successful program
i- worth a lot to us, not onlv in its
38
own timeslot. but as an audience build-
er in the adjacencies. We don't care
who brings us such a program, or
who controls it. We want it!"
SPONSOR: "The networks have sur-
rounded themselves with a brick wall
called Nielsen and wecan't get through.
We don't sell to everybody. Our prod-
uct is bought by a select few and we
need a program that will reach this
group. We're looking for audience
composition. But they block us."
PACKAGER: "We've got three pro-
grams tailored to the needs of certain
sponsors, and we've got sponsors who
want them. But the networks won't
make time to try them out. Conse-
quently we can't sell the programs.
If things don't change, we'll be out of
business."
NETWORK: "Any packager who's
got a good property can come to us.
We won't only listen to him. We'll
spend money to put his show on film
or kine and we'll go out of our way
to try and find him a sponsor. We've
bought more independent shows than
those developed by our own people."
PACKAGER: "There is bound to be
a general re-evaluation. Look at the
ratings and reviews some of those net-
work-produced or -controlled 60- and
90-minute wonders are getting. The
audiences won't go along and neither
will the sponsors. As soon as thev
find that one or two announcements
stuck into a giant program don't sell
their merchandise, they'll come back
to us. They'll have to!"
SPONSOR: "I want a program to be
identified with my product. I want
(Please turn to page 901
ABC
80
NETWORK
CONTROLLED
HOURS
CBS
174
NETWORK
CONTROLLED
HOURS
NBC
180^
NETWORK
CONTROLLED
HOLRS
nl I -1 l»I
( MM HOI I Ml
I HOI K
SIDE I
;oi I i
i i<*
1IW0RK
T\l DD III l# A R/l INP RcC^ frPe: program* networks control (though they may not be the actual producers)
■ ' II W 11^ III I ll\J Black type: programs outside packager, agency or client controls
(IPP PROGRAM
HDU BREAKDOWN
| >/) II :
nth For Todaj
illi'Ki- Prrsii
■a Pike
i re II-.
>u Atkt'il l'»r It
mom Film Festival
,.,nii- of a Lifetime
,1 Mick
ONDAY:
,k. > Mouse Club
iklu, Fr;in and Ollie
lni Dal; . Nrx b
pper
■adrr's Digest
r— tone Hour
,ll> Mark
.•die. Horizons
| ESDAY:
.irncr Bros. Presents
..lit Earp
mm for Daddy
iiPont Cavalcade
H.lilr I SA
EDISESDAY:
me) land
Ol Parade
usquerade Party
i ik the Bank
ed. Night Fights
HI USD AY:
•ne Ranger
-hop Sheen
op The Music
ar Tonight
)»n You Go
RID AY:
n Tin Tin
vie iV; Harriet
aaaroads
>llar a Second
ie Vise
liel £ Albert
ITVRDAY:
ark Jubilee
and Ole Opry
wrence Welk
Morrow's Careers
'PPLEMENT:
alure Horserace
CBS
PROGRAM
BREAKDOWN
Sf Mi IV:
Wild Mill Mi, k..k
\\ ink. Dink A \«u
< onteal < larnival
I ,,|'. I ik. .1 Trip
Nn» and Then
Face the N.itiim
Omnibus
Lassie
Jack Bennj
Pst. Secretary
I .I Snllivan
GE Theatre
Alfred Hitchcock Theatre
Opening Night
\\ hat's M> Line
MONDAY:
GaiTJ Moore
\rlliur Godfrey Time
Strike It Rich
\ alia nt I nl.
Love Of Life
Search For Tomorrow
Guiding Fight
Jack Paar
Welcome Trasellers
Roben O. Lewis
Art Finkletter
Big Payoff
|{..b Crosbj
Brighter Day-
Secret Storm
On Your Account
Douglas Edwards, News
Robin Hood
Burns <£ Allen
Talent Seout«
I Love Fue>
December Bride
Studio One
TUESDAY:
Name that Tune
Navj lx>g
^ ou'll Never Gel Rich
Joe & Mabel
Red Skelton
■So t.OOO-Question
Favorite lln-hand
WEDNESDAY:
Barker Bill's Cartoons
Brave Eagle
Arthur Godfrey •£ Friends
Millionaire
I ve <>ol a Secret
20th Cent. Fox Hour
U. S. Steel
I III RSD i) : i BSi mfi .
Sgt. Preston
Bub Cummlngi show
< .liuiax
four "slar Playhouse
Juli mm > < arson
II. ,11- <,f |vj
Hill) iY:
Nim Review
M> Friend Flicka
Mama
Our Miss Brooks
( Irusader
Schlits Playhouse of Stars
I In- Lineup
Person to Person
S ITVRDAY:
Captain Midnight
Tales of the Texas Rangers
Big lop
Lone Ranger
I ncle JolmiiN Coons
College Football
(.cue 4utrj
B.at the Clock
Stage Show
Hones mooners
Two For The Money
It's Always Jan
Ford Star Jubilee
Gunsmoke
Damon Runyon Theatre
MRP PROGRAM
IDV BREAKDOWN
SUNDAY:
Capt. Hartz & Pets
American Forum
Frontiers of Faith
American Inventory
Youth Wants to Know
Dr. Spock
NBC-TV Opera
Zoo Parade
Hallmark Hall of Fame
\\ i.l. V. ide \x orld
Capt. Gallant
It's a Great I ife
Frontier
Colgate Comedy Hour
Spectaculars
I \ Plaj house
I oretta N oung Show
Jn-tice
MONDAY:
Ding Dong School
Search I or Beaut}
I loine
Tennessee Ernie
Feather hmr Ne»t
| Monti
Matinee
\\... ol lb. W.irld
I ir-t Love
\\ orbl of Mr. Sweenei
Modern Romances
Pink) I • •
II.l.iI. Itiiiid.
l'on\ Martin
New - ( .i r.i \ .i n
I ii -.ii - I lour
Prodlli ' r- ^lliiwrase
Medic
Robert Montgomery
II ESD IY:
Dm. ill Shore
Milton Berle
Martha Raye
Bob Hope
Dili. ib Shore
Fireside Theatre
Armstrong Circle Theatre
Big Town
WEDNESDAY:
Coke Time
Screen Director's Playhouse
lather Knows Best
Kraft T\ Theatre
This I- ^mir Fife
Midwestern Hayride
THURSDAY:
You Bel Noor Life
People's Choice
Dragnet
Ford Theatre
Lux \ ideo Theatre
FRIDAY:
Truth or Consequences
Life of Rilej
Big Story-
Star Stage
( avalcade of Sport*
Red Barber'- Corner
SATURDAY:
Paul Winchell
I nrj
Mr. W izard
Press Box
\l \\ Football
Scoreboard
Perrj Como
People ^r^' 1 linn.
TexaCO Mar The. lire
Spectaculars
George Gobel
Hit Parade
SI PPLEMENT:
Big Surprise
I iii|.I>
I onight
4merican Tobacco <<». (Pall Mall): Donald H. Dugan ac-
cepts l> VB award earned l>> l'.dl Mall iii\ i>ii>n for it- jingle
Sweet Betsy From Pike"
Esso Standard Oil Co.: W. L. Rusher is receiving award.
Long an exponent of presenting stories of company development
to the public, Esso won for its news-documentary treatment
TOP radio
commercials
of m
Winners in RAB poll of admen
include four jingles, four spoken
messages but none use hard-sell,
brand repetition techniques
Ford Motor Co.: Charles Beacham represented his company
at the RAB awards luncheon. The Mitch Miller arrangement
of ".Yellow Rose of Texas" for the '56 Ford was winner
Metropolitan Life Insurance Co.: Harold A. Richmond ac-
cepts the award. Company uses an institutional approach in
its radio commercials providing "Good Hints For Good Health"
40
M f the opinions of 200 admen, radio executives and
tradepaper editors can be taken at face value, the un-
adorned spoken commercial is going out of favor. For
of the eight commercials chosen as the most effective of
1955 in a poll by Radio Advertising Bureau I sponsor 17
October I . not one is an old-fashioned hard-selling piece
of copy built around frequent use of the product name
and the invocation to buy now.
The RAB's awards to the eight top commercials took
place the middle of this month at its National Advertising
Clinic in New fork's Waldorf-Astoria (pictures of re-
cipients appear these pages). They were the first prizes
given by an industry association for radio commercials
and the RAB hopes to make the awards an annual event.
(Needed at this point: some form of nickname to give the
RAB awards an identity equivalent to the Oscar or
Emmy.)
Like the Oscar. RAB's awards are based on a poll of
the industry, the people who create, air or write about
commercials. The RAB's panel of 200 was surveyed by
mail and wire and, from responses, RAB chose the eight
companies mentioned most often. They were American
Tobacco's Pall Mall: Coca-Cola; Esso Standard Oil: Ford
Motor Co.: Metropolitan Life Insurance Co.: National
Carbon's Eveready Battery: Nestle's Nescafe: and Piel
Bros. (beer).
Of these advertisers, four use jingles; one uses a nar-
rated anecdote; two use what might be termed documen-
tary messages; one uses a numerous dialogue, sponsor,
in the attempt to analyze what makes for effectiveness in
each of the commercials chosen, interviewed those respon-
sible for their creation. SPONSOR also sought comments
SPONSOR
from each winnei on the efforts ol fellow .us. ml n-. ipients.
The analysis which emerged follow-:
Imerican rotate* i/\,// [fall): Vgency: 5SCB; \>\
manager: Man Garratt; Type: jingle; Text: bj agenc)
-i. ill; Music: public domain ("Swcel Bets) from Pike");
Arrangement: Ralph Cummings li) different arrange-
ments ol same song lu.ili/. tango, Hawaiian, swing etc. i ;
Singer: Ralph Cummings; Recorded by: Gotham; I Be:
nationally, with saturation campaigns in New ^oik. New
I li ■I.iikI. ( hicago, < .ilifoi nia.
Lyrics: I'll tell you a stor) you'll never forgel a Btor)
about you ami your cigarette enjoj smoothei smoking,
choose wisely, choose well smoke longer ami finer ami
milder Pall Mall. . . .
tmihsi^: 111.- Tall Mall commercials an- designed for
pleasurable listening. Inserted in the middle of a <l.j.
show, the) arc hard to tell from am well-on hesitated pop
tune. Tin' plea-ant music i- in keeping with the Tall Mall
"reward yourself" eop\ line which urges the listener to
Id up from the pressure ol activities with a cigarette he
deserves (an approach which doubtless motivation re-
search's Dr. Dichter would cite as an effective «a\ around
tin- guilt feelings of the consumer worried over the effects
on his health of smoking a non-filter cigarette).
The Tall Mall commercial i- a song rather than a jingle
in the sense that it- smooth and full orchestration i*
melodic rather than a bounc) rhythm designed to pound
on the memory. It's one of the many musical commer-
cials toda) which are produced with all the values of a
best-selling record and it's about as far as you can come
from the strident sound effects of the e.t. which helped
put Pal] Mall on the map. "On land, on sea and in the
air . . ." went the Pall Mall commercials of war days with
accompanying noises and sirens, i For Pall Mall story in
SPONSOR see 23 March V)r>3, page 28.)
Coca-Cola: Agency: D'Arcy; Type: jingle: Text: by
agency staff; Music: Ben Ludlow; Performers: five male
singers, one female singer. 11 musicians under the direc-
tion of Ben Ludlow; Becorded by: I) Arcy; Use: nation-
ally: Theme of campaign: "50 Million Times a Day."
i McCann-Lrickson takes over the Coca-Cola account effec-
tne 31 March L956.)
Lyrics: There are times every day — as you work or as
you play — when a pause would be welcome to you. — And
it's then that }ou find — the bright thought in your mind —
that only a Coke will do — 50 million times a day — at
home, at work or on the way — there's nothing like a
Coca-Cola. — nothing like a Coke. . . .
Analysis: Here it appears that homage is being paid to
Coke's conviction that a unique product deserves a unique
treatmenl via its commercial. Sluing awa\ from public
domain tunes or the well-known melodies of current hit-.
Coke hired a composer, gave him time to learn about the
company, the product and the people who use it. The
result is a catchy jingle, supplemented by copy which
covers the company's current "'50.000,000 times a day"
theme. With Coke's unique problem of increasing the
per-capita consumption of a product, which already is
being used by nearly everyone, the creation of a brand-
new hit melody via its commercial appears to be con-
-T w
National < ;irli<m < ii.: \. I. II:-. I wiin ti\
■ • • i ■ 1 1 ■ . ■ ■ i % fur ii- human interest treatmenl in iti I reread) com-
il-. which tell il the produi I
Nestle Co.: Richard I. Goebel i- - ring the award
nun bj Nescafe. The combination of music and humor with
a -nfi Belling rpproach brought plaque to the -i"
Piel Brothers: Harold Masterson was recipient ol RAB award.
Piel's series of humorous lialogues between Bob and Ra>
acting part ..f Piel Bros, makes selling n tertaining
sidered effective by the voting advertising men.
SPONSOR article 21 Februar\ 1955, pane 10.)
-
Ksso Stamlard Oil Co.: Vgem J : Mar-balk & Pratt Di\.
of\IcC.-E.: Ad manager: Robert M.Gray; Type: research
story, straight cop) - ; Text: Gordon Page: I'd
former-: cop) read b) local station announcers; I -•
stations from Maine to Louisiana.
Copy: Toda) modern jet plane- guard our shores. Put
the heat of jet power ami the cold of high altitudes made
a problem. It was a lubrication problem. Some -aid it
was impossible for the same oil to lubricate at <>~i below
zero ami !"><> above. Esso research tackled this problem.
Irticle continues on next /><
31 OCTOBER 1955
41
TOP RADIO COMMERCIALS (CotUinumd)
They developed an oil that did the
impossible, and jet planes roar on.
Esso research has invented more oil
products and processes than any other
laboratory in the world. . . .
Analysis: Here the award went to a
company which apparently believes
that telling the listener something of
the goings-on behind the scenes helps
to condition him to accept the selling
copy. That this belief is shared by
others appears obvious from the grow-
ing number of firms, mostly in the
heavy industry class, who use this
method in both radio and tv. In the
case of Esso this type of commercial
lends itself to integration into its Esso
Reporter spot radio news shows. The
local reporter's voice is identified with
straight news and therefore with re-
liable information, and it is this voice
identification, which gives additional
impact to the commercial copy. Where
a hard selling product-pitch might im-
pair this impression of authority, the
Esso approach seems to leave it un-
harmed. (See SPONSOR 7 February
1955, page 34.)
Ford Motor Co.: Agency: JWT;
Northeastern Regional Sales Manager:
Charles Beacham, award recipient;
Type: jingle (a series); Text: Joe
Stone of JWT; Music: Mitch Miller,
"Yellow Rose of Texas"; Performers:
Mitch Miller, orchestra and chorus;
Recorded by: JWT; Use: nationally.
Lyrics: Mitch Miller has great news:
It's here, the '56 Ford. It's all new,
all new for you. With styling like the
Thunderbird and power like it too.
You can have the Y8 engine, 202
horsepower fine. And in this '56
Ford, there's new lifeguard design. . . .
Analysis: This is the fourth year
Ford has used a known hit melody to
announce its new car line. On the
heels of Rosemary Clooney ("Come
On A My House") 1952, the Mills
Brothers (Glowworm) in 1953; and
again Rosemary Clooney ("This Ole
House") in 1954 comes Mitch Miller
with full orchestra and chorus and
"Yellow Rose of Texas."
The Ford jingles, probably among
the most expensive in the industry,
because of their use of big name stars,
seem to have become a regular yearly
fall-feature in advertising. While talk-
ing in detail about the product and
its specific sales features, the lyrics
still lean toward the soft sales ap-
( Please turn to page 100)
42
"THERE'S ROOM
FOR EVERYBODY"
. . . says veteran broadcaster
Ceorge Burbach of the network
vs. spot competition for ad dollars
KSD, KSD-TV, St. Louis Gen. Mgr.
Burbach wrote article in response to w
SPONSOR editorial (in box below)
Your logical editorial, "Take It Easy, Boys," (sponsor 3 October 1955)
is responsible for my taking pen in hand and putting these few words down
on paper.
Twenty-five years ago radio was as young as Hector's pup, and I was the
advertising director of the St. Louis Post-Dispatch. In those days, radio
attracted the attention of this nation's ablest advertising and marketing
people . . . including many of my best friends.
More than a few of these advertisers and their agencies sincerely felt that
magazines, billboards, and even the daily newspapers would be hard put to
retain their share of influence. As they put it, "There just isn't room for all
of them . . . along with radio."
In the late 30's the picture changed! The total advertising dollars spent in
newspapers, magazines, and billboards rose to an all-time high . . . AND
RADIO CONTINUED TO GROW! As history is measured, it took the
American public a very short time to bring in their verdict that "There's
room for everybody."
About 10 years later, in '47, another new marketing-advertising tool came
down the pike. Yes, television sure changed "the old picture." Radio — now
grown to manhood — was hardest hit by advertising's new electronic wonder;
profound as were these effects, it is a tribute to radio's fundamental and
undying values that the impact brought about by television was not greater.
Many of us expected it to be so!
What of the future! Most of us agree. I am sure, with Sylvester (Pat)
Weaver that "self-sustaining radio networks are indispensable to the over-all
radio picture." Aided generously by their affiliates and in cooperation with
them, it seems to me the networks are now making progress in coming to
grips with their sales and programing problems.
There is concern on the part of some leading national sales representatives
and some station owners that the expanded network spot program carriers
will reduce national spot income. Perhaps so, temporarily. Let's remember,
though, that many important national and regional advertisers, perhaps 90%,
never bought network radio or national spot.
Radio is a great medium . . . the finest buy many a national advertiser
can make. Both network and national spot flexibility now gives these adver-
tisers a new "test pattern" — the results of which radio can confidently look
forward to.
Local advertisers have made a "discovery." It is that radio can move their
goods and services at a modest cost that yields them a profit.
Isn't this another proof of performance that "there's room for everybody"
. . . including radio and the yet-to-be-born successor to television . . .
whenever it comes along and whatever it is.
TAKE IT EASY, BOYS
This is a peculiar period in the
strange career of radio on the na-
tional front.
This is an interim period. Week-
day, the Monday through Friday
offspring of Monitor, has not yet
made its how. The other network
hopefuls, all wedded to the strategy
of commercial flexibility and partici-
pations, are still to prove their
mettle.
So this could be a quiet period,
albeit active in sales planning and
preparations. This could be a busy-
bee period both for station represen-
tatives and networks.
But no. The void must be filled.
So network attacks network. Reps
attack networks. Networks attack
reps. The free-for-all is on.
Is this healthy for radio?
Not
Does this help the advertiser un-
derstand the crisis through which
radio is passing?
No!
"What does the advertiser think
about all this I
His only thought. "Things are
pretty messy in radio. Must be a
pretty unhealthy situation. Well. I
have other things to think about.
I'll think about television, news-
papers, magazines, and billboards."
Can you blame him?
Take it easy, boys. Radio is a
great medium. At spot rates, or
otherwise, the finest buy many a na-
tional advertiser can make. We can
disagree without disgusting the in-
nocent bystander. Don't sell radio
down the river.
Editorial from 3 October 1955 SPONSOR
|2Z3
lilt liniiKif i firm Section
FARM RADIO & TV
Highlights of 1955 farm air section
Farm radio-tv is big business. Literally
hundreds of stations in U.S. and Canada run
some farm programing each week, according to
sponsor's "Buying Guide." This year's farm
issue tells what kind of firms support this
immense amount of farm programing, as well
as who doesnt. Also discussed is the vieu
of big national accounts toward farm radio-tv.
A veteran buyer of farm radio-tv gives the
benefit of his experience in a frank, recorded
interview. A seller of farm radio-tv gets in
his licks, too. The how and why farm air media
can sell is described in a story about the
station farm director, a programing keystone.
Are admen too provincial
about farm radio and tv?
Few consumer advertiser*
use farm air media
Buyer and seller speak in
question-and-answer in-
terviews on farm oppor-
tunities and farm radio-
tv problems
Reason farm prof>ramin^
is economical is to be
found in greater-than-
usual sales effectiveness
Farm radio and tv results
capsuled here show hou
clients of man> types get
sales impact from air
Listings in this section
include cross-section of
farm stations. 2ft-state
breakdown t\ ownership
page
44
page
46
page
48
page
50
page
103
31 OCTOBER 1955
43
Ire admen
provincial about
farm radio-! v ?
Madison Avenue takes ivory tower
view of farm air media, say experts
JWm assed in review at right is a world of radio and tv
which few Madison Avenue practitioners know about first
hand.
1 1 is the world of farm radio and tv, a specialized field
which requires as much know-how as any facet of air ad-
vertising, a field which has been providing results to adver-
tisers for more than two decades.
It is a big world with more U. S. stations having some
farm programing than not having any, with a market of
about 22 million people and $15 billion in annual income
— not including people whose economic interests are close-
ly allied with the farm population.
The gulf between this world and Madison Avenue is
more than geographical. For few consumer products on the
national level have begun to make use of the high impact
and audience selectivity of the farm radio and tv program.
This was one of the standout facts in sponsor's survey
of farm air advertisers for its 4th annual farm radio and
tv issue. The survey covered farm programs on stations in
every state of the union and was supplemented-in-depth by
a survey supplied to SPONSOR by the National Association
of Television and Radio Farm Directors.
The medium so thinly used by national advertisers con-
tains literally hundreds of stations with farm programing.
1 he extent to which farm shows have become a part of
station scheduling is dramatically illustrated by figures in
SPONSOR'S 1955 Buyer's Guide, covering outlets in both the
U. S. and Canada.
Fully 70% of the radio stations responding to question-
naires for the Buyer's Guide reported they scheduled some
kind of farm programing each week. The actual total was
L,531, of which 679 ran five or more hours a week of such
programing. In 1954, 64% of radio stations responding
scheduled at least one farm show.
In tv, 56% of the stations reporting — or 205 stations —
said they had regularly scheduled farm shows. This com-
pares with 48% in 1954.
Obviously, with this pattern of growth there are plenty
{Please tuVn to page 136)
FEW BIG-CITY ADMEN SEE FARM RADIO- 1
Station farm: Many station? own their own farms, air shows direct
from them. Here, WLW, Cincinnati's RFD, Bob Miller (center) dis-
cusses show qualities of prize animal at WLWs "Everybody's Farm"'
Sales ability : Shirley Anderson, right, WAVE-TV, Louisville farm
director and Paxton Marshall, farm manager discuss farm video show
while Cameraman Bob Roth watches. Show sold $41,000 Hereford
New Yorker: Few admen think of New York city as a site for farm
broadcasting. But farmers and suburbanites in the area regularly
tune to Phil Alampi's farm and garden shows on WRCA, WRCA-T\
44
SPONSOR
>N. HERE'S AN "ARMCHAIR TOUR" OF THE DAILY LIFE OF FARM BROADCASTING
Prise winner: P. A. >nii<z. manager of WKY-TV, Oklahoma City
was presented with scroll award for station's role in making land
judging a means of teaching importance of careful use of -"il
Leadership: Farm outlets and broadcasters are leaders in commu-
nity affair-. KWKH's .lark Timmons served as instructor at meet-
ings of Future Farmers of America as part of station's farm role
Traveler*: KCMO's Farm Study Tour group toured Europe, met
the Minister <>f Agriculture in Pari-. Farm Director Jack Jackson
made tape-recorded interview*, reported to li-tener< at home
31 OCTOBER 1955
Demonstration: Television has given visual dimension to farm
broadcasting. Hue. station K\IHT\ compares quality of grand
champion Hereford with one that topped its class back in '31
Congressional: Farm reporters Burt Johnson and Guy Popham of
Galveston-Houston's K < . I I 1\ interviewed ' a 'lark
Thompson as he left f..r extensive tour of farm* in the Southeast
Cabinet: Secretarj of Agriculture F/ra T. Benson chats with
( onwav Robinson, WBAL, Baltimore, farm director in one of the
Baltimore outlet's frequent farm-slanted Washington interviews
45
A
looks at fur in air mi>iiia
In recorded interview John Doic, Bozell & Jacobs,
Omaha, vice president, here presents vietcs based on
15 years of supervising accounts with big stake in air
media, including Staley Mills and Gland-O-Lac Co.
Q.
lust how do you buy farm radio?
A.
Our basic theory in farm scheduling is that, first,
we prefer programs over announcements; second, we pre-
fer noontime, between 12 and 1 o'clock over any other
time. If we can't get noontime we buy early morning time.
We don't like anything earlier than 6:30 and we don't like
am thing later than 8:00. We have a strong feeling that
programs are actually cheaper than announcements, based
upon their effectiveness.
\\ lierever possible we like to buy a program which fea-
tures a local personality. Usually, the farm director of
the station. If he is not available we try to buy time in a
block which either precedes or follows one of his programs.
Frankly, most of our programing is of the "talk" variety:
farm commentaries, market reports, weather, news.
Frankly, too, we think that this program has some dis-
advantages. Farm program today has a weakness: there is
too much talk and not enough music. We would like to see
farm stations develop more musical shows; by that I don't
mean the old fashioned hill-billy type music, but popular
music; the same kind of music that appeals to the town
and city audience.
At the same time I don't think such music should be kept
to the top 20 tunes as is the case in so many of the music
and news stations in the metropolitan areas. I know of
several very successful music shows which have been on
the air beamed toward farmers for a number of vears: I
think more could be produced and sold to farm advertisers,
although I must admit it's going to take a little harder
work on the part of the stations' sales force because it's
obviously easier to sell a talk show than a music show.
Tom Ragland is in a good position to reflect the
vieivpoint of those ivho sell farm air media. He is
farm director of John Blair & Co., radio representor
tive firm, headtpiartering in Chicago. And he is a
veteran executive of stations in farming regions.
Q.
Is there a trend towards increased use of farm
radio by consumer products advertising?
A.
Not yet. During the past few years, farm radio
has been growing in importance, both from the standpoint
of the consumer and the advertiser. They are still too far
apart. However, all indications point in the direction of a
much wider use of farm radio for consumer products in
the near future. In other words, the "trend" has not yet
become established, but we are most certainly on the
verge of it.
With the attention that enterprising stations have been
giving to their local programing during the past few years,
farm programing, for many stations, has had a consider-
able amount of development work done. It stands to rea-
son that this improved farm broadcasting will help attract
more consumer product advertising because it is sound
programing and has a record of proven sales effectiveness.
Do you feel more consumer product advertisers
ivould do well to use special air media campaigns directed
at farmers?
A.
Definitely. It is common knowledge that farm
families buv consumer products in larger quantities than
urban families. It is my opinion that special air media
campaigns directed at the farm audience would result in a
considerably higher sales unit — per dollar spent. This
1 tJ|j|J|J|Jll looks at farm air media
Tom Ragland (left) at farm meeting brUNbUK
Has there been a trend that you've noticed toward
use of farm radio and tr 63 consume) advertisers?
I'l.mkU. I don't think there baa been a definite
trend in ihi< direction. However, I do know thai farm
radio stations have benefited from a wider) held theory
during the paal few years thai television did ool reach
farmers. 1 feel strongly thai this ia nol true. I know from
m\ ins n experience farmers <l<> have television Beta and do
watch television and thai their pattern oi radio listening
and television watching ia verj Bimilar to that in the < ii\.
I do also think thai mosl nonfarm advertisers could do a
more effective job, particularly in Btrong agricultural mum-.
1>\ making greater use oi farm air media.
<>•
Do you notice advertisers making mistakes in use
of farm air media?
A.
I feel that advertising in farm media, either air or
print, could profitably he slanted more directly toward the
farmer. I think, for example, that advertising of ordinary
food and drug products in farm media should take into
consideration certain basic differences between living on
a farm and living in town. 1 would also like to point out
that while I think advertising copy for farm media should
opinion is based on the history of responsiveness of farm
radio audiences to advertising on radio stations providing
good farm service features and entertainment of the type
enjoyed by farm audiences.
Q.
// you hod to boil down the best tips on how to
reach the farmer to six points, what would they be?
A.
1. Careful studv of all available information per-
taining to farm audience listening habits and to farm char-
acter of the area served by stations.
2. Scheduling on a market-by-market basis as opposed
to a set national pattern because listening habits varv and
there is no "one best time" which will hold true across the
country.
3. Effective farm radio campaigns are long range, usu-
ally 52 weeks. In addition to frequency benefits, the ad-
vertiser retains the valuable association of a top farm
personality.
4. The advantage of local impact is afforded by use of
local personalities, gaining the prestige and loyalty of their
local following. Most outstanding farm radio successes
have come from live copy done locally.
5. Copy should be prepared with farm audience appeal
considering that todays farmer is primarily well educated
and interested in honest, factual information about the
be slanted toward the farmer, it would I"- particularly un-
wise to talk down to the farm readei "i 1 1 - 1 . n< 1 in any v
One < 1 1 1 i • k example that comes to mind ol the difference
between farm living and 'its living could I"-. I"i example,
the commercial devoted toward the use ol loup foi chil-
dren's -' hoo] Iuim hes. Iii the ■ ii\. < hildren usually come
home from school foi lunch. 'm the farm th< go 1 lo
ua\ to school, and take then lunches with them. School
lunches on the farm consequently are no problem, the)
don 1 exist. ^ ou ve got to keep the way oi life in mind or
fall on \ "in i.i' e w hen \ on i the fai mei .
<>•
II Inn is the 11: hi wan in sell to the farmer?
A.
One ol the ba-i' and ino-t < oinmon < li.i i . i !< ii-Il -
ol the farmers I've noticed is that they all Ikim- a < < 1 1 .1 i rt
1 Please turn to page 133 1
Both buyer and seller agree on this point
Picture above of barn dance performer is way rural groups kid
selves. Rut advertiser who looks at today's farmers as hayseed is
on wrong track. Farmers are businessmen, must be sold as such
product and how it benefits him and his family.
6. Merchandise campaigns to dealers. I se youi farm
service feature to full advantage.
<!•
What are lite types of information most adver-
tisers and agencies most frequently request?
\d\ertisers and agencies, whose interest and ap-
preciation of farm broadcasting are at a high level, seek out
a good deal of important, vital information stub as:
A. At what hours are farm program-.'
B. Who are the farm personalities? Describe.
C. Give "proof of performance" success stories.
D. Give effective coverage of station.
E. Give general farm market information.
F. Availabilities.
G. Cost. * * *
31 OCTOBER 1955
47
Why farm directors sell more pi
High radio saturation, increasing farm tv homes assure circulation; confident <
J{,iu\\i>-\\ farm (lirvrlor-. talk the
tanner's language on the air as inti-
mately as il (lic\ were swapping in-
formation over a back fence. And,
they know what they're talking about;
most of them are professional farmers
themselves, and not professional sales-
men. \\ hen they sell a product, it
<aiiics a priceless personal endorse-
ment that can't be synthesized on
Madison Avenue.
But no amount of personalized sell-
ing will do the trick unless there's
sufficient circulation for the ad media
used. Again, farm radio and tv score
high. Electronics are as much a part
of modern farm life as they are of
big-city living.
• Radio: There's practically no such
thing as a farm home that doesn't
have one or more radio receivers.
Every recent survey, from the last NCS
study to the latest checkups by sta-
tions and independent researchers,
shows that radio ownership on U.S.
farms is well over 95% — a closer guess
might be 99%. This doesn't mean sev-
eral million one-set homes, either; the
average farm home today has at least
two radio receivers. Often, it has
more.
Radios are likely to be everywhere
on a large farm — on tractors, trucks
and cars; in barns and farm buildings;
in kitchens, living rooms, workshops,
basements, bedrooms.
• Television: Rural electrification,
more leisure time, the steady spread of
tv beyond its pre-freeze big-city con-
fines— all these have brought tv within
electronic reach of the farmer. Lower
tv set prices and substantial farm in-
come has brought tv within reach of
the farmer's pocketbook as well.
A nationwide study by the U. S.
Census of Agriculture — in which about
one out of every four or five farm
homes was checked — shows that farm
tv saturation today is climbing up to-
ward city levels.
• Tuning pattern: When do farmers
listen to their radios? When do they
watch tv?
This seems to be the pattern:
Farm-slanted radio shows reach
their biggest audiences — usually the
whole family — just before breakfast,
and again around the noon hour.
Farm housewives continue to listen
during the mornings and afternoons.
Radio-only homes dial strongly during
the evenings.
Television becomes an increasingly
important part of daily farm life with
the noon meal, although there are a
few examples of morning tv shows at-
tracting farm audiences. The major-
it\ of farmers prefer their farm radio
shows in the morning, some like them
at noon. But, when it comes to farm
shows on tv, most farmers like to watch
when they stop work for the noon meal,
or at suppertime.
The general result: Farmers start
their workdays earlier than most city
folks, snapping on their radios almost
as soon as they rise. Radio follows
them at work, with auto and vehicle
radios, portable and outside-the-home
sets. Thus, according to Nielsen an-
alysis of county-size listening, farmers
spend some 25% more time with ra-
dios over the week than do citv folk.
KCBS'S GORDON ROTH HAS ATTRACTIVE HELPERS AT LIVESTOCK SHOW. BUT A FARM DIRECTOR'S LIFE IS OFTEN HARD WORK
dollar
■(fences builtls air sales
But, where t\ baa I"' ie pari "I the
farm living room, television receiyea
plant) of attention. A whopping
100.0' ! of the tv-equipped farm bomea
in Kansas, for example, indicated to
researcher Dr. Foreal Whan during
hi- annual Btud) of the radio-h audi-
,.,„,. underwritten b) W IBW, Topeka
that thej watched their t\ seta at
eight
Fanners are ataying up later to
watch t\. too. A typical commenl on
the change wroughl 1>\ tt in farm
life waa made to SPONSOR b) Merrill
C. Ludwig of WOl (an am-fm-fc out-
l,.t i in tones, Iowa. Said Ludwig:
"We believe national advertisers are
misled by the stereotype of the farmer
who goes to bid with the chickens and
gets up at down. Most of our farmers
do put in a long day, especialK during
the crop season, but they definiteh do
not go to bed at 6:00. The average
adult in a farm home in this area
doesn't go to bed until 10:15 or 10:30
p.m. which mean- there is an excellent
opportunity to reach him during news
programs as well as other late evening
tv periods."
Those are the broad patterns of farm
radio-tv today.
To get a closer look at the details,
since the media are primarily bought
in spot fashion to reach farmers, isn't
easy. Only a few advertisers^ like
Purina— have the time and personnel
available to make a swing around the
country, observing the latest program-
ing and commercial trends.
SPONSOR, therefore, presents the fol-
i Plecue turn to page 124)
"Studio" is ofieii outdoors
Traveling hundreds of miles weekly I"
conduct tape-recorded interviews, radio-tv
farm directors are aluays on the go. Top to
bottom: Ted Mangner, farm director o)
KMOX, St. Louis interviews sheep raiser;
Farm Directors Joy Gould {WOWO) and
Herb Plambeck {WHO) chat at plowing
contest; Deuey Compton of KTRH. Houston
seeks out a Texas farmer to get on-the-spot
information ior his audience. RFD's them-
selves are usually farmers or former farmers.
31 OCTOBER 1955
EXHIBITS, CONTESTS DRAW FARM AIR RESULTS. WTBX'S ED SLUSARCZYK COVERED FERGUSON DEMONSTRATION ; WMT PUSHED PFIZER JUDGING
Farm radio-l v results
Capsuled case histories show sales ability of radio
and tv beamed to prosperous U.S. farm families
JF arm-slanted radio and tv inform,
educate and entertain — but they are
often at their best in the role of star
salesmen.
The loyalty of farm audiences to
farm air directors and stations that
serve agricultural needs pays off for
many products and services.
The capsuled "success stories" that
follow, rounded up by sponsor edi-
tors from the many submitted for this
annual report on farm radio-tv, detail
the role of the farm air media in sell-
ing a wide variety of items — every-
thing from a sale-priced shirt to a
prize bull worth more than $40,000.
They help illustrate the fact that
U. S. farmers, although fewer in num-
ber, comprise an above-average mar-
ket for both farm-use and regular con-
50
sumer products for the farm home.
They also help explain the longevity
of many farm radio and tv contracts.
The Texas Co., for example, has been
a program advertiser (current sched-
ule: six 15-minute newscasts weekly)
for 25 years on KFBB, Great Falls,
Mont. Keystone Steel & Wire Co., one
of the largest manufacturers of fenc-
ing, has also been a farm air advertiser
on WLW, Cincinnati, for 25 years. A
few others: Sioux City Stockyards has
been on WNAX, Yankton, S. D., for
17 years; DeKalb Agriculture Assoc,
(baby chicks, seed corn) has been on
WIBW, Topeka, for 15 years; Carbola
Chemical has been on WRCA, New
York farm programs for 10 years;
Rodman Chevrolet Co. (cars, trucks)
has been using farm shows on KFRE,
Fresno for five years. And so on and
on.
Generally speaking, farm buying is
more cautious than in previous years.
But, the buying is certainly there —
particularly when farm radio-tv is
doing the selling.
Farm feeds: An important consump-
tion item on almost any farm is feed
for animals or domestic fowl. Almost
every major feed company, therefore,
is a heavy user of farm radio through-
out the U. S. Many, like Nutrena
Mills, have been on the roster of farm
air clients for 10 years or more, relying
KMMO, MARSHALL, DRUMMED UP $15,000 Wi
SPONSOR
heavih <m local radio farm director! I"
keep prodl* I -ah--, active.
Frank Berry, advertising director <>f
Nutrena Mills, recentl) wired k\Vk.ll.
Shreveport'a Farm Director Jack Tim-
DBOna when the feed lu m -tailed it-
fourili contract year on rimmons1
nooti-timt' farm -hmv :
"I or the first seven months of thia
year, sales in j our area were up 27* I
over the same period "I last \ car. '
Further commendation for kWkll's
sales ability was offered at about the
Mini' time 1>\ Ralph Smith. Nutrena
Mills territory manager for a five-
parish area in northwest Louisiana:
'"Nutrena feeds have enjoyed a nice
9ales increase in mj territory.
'"There is no one factor responsible
for the increase, hut it is the result
of a combination of forces working
together- quality product; factual, ag-
gressive advertising; service-minded
dealers; farm calls and the use of farm
radio advertising.
"I am blessed in having all of these
forces working. K\\ kll. with Farm
Director Jack Timmons, is doing an
excellent job for us. Jack's thorough
knowledge of agriculture, along with
his unique method of working adver-
tising and agricultural material to-
gether, plus personal contact with
customers in my territory has made
him a very effective farm director. I
am a firm believer in farm radio adver-
tising, but to be effective, it must be
thorough, factual and consistent."
Fair exhibit: JVot long ago, Ralph
kirkham \ Sons, of Powell, Ohio, re-
ported to WRFD, Worthington, Ohio
and Farm Director J. D. Bradshaw
on the results of a farm radio cam-
paign. The schedule had been run
on \\ RFD in connection with a Kirk-
ham exhibit at the Ohio State Fair
I arm taction <*»llf illlM'.v Oil j»(i(|c
103
Hon many farm hours <lo radio slalitms program?
\ state-by-state li-t ol stations, together with the numbei "I
hours devoted to fanning subjet ta begins on page I" I.
How many farms have television?
Beginning on page 118: a county -by-count) tall) ol (1) the number
of farms in the country, (2) the numbei of farms with t> and
(3) the percentage ol t\ farm- in each county.
show inn neu t\|ies of farm buildings.
Said the client :
'"I thought \<>u would be pleased to
know the results we obtained from the
announcement we ran over WRFD
calling attention to our exhibit at the
Ohio State Fair.
"As a direct result of these an-
nouncements we were swamped with
prospects at our exhibit. Better yet,
these announcements resulted in 10
immediate sales for construction of
our Pole Type Farm Buildings.
"Plus this we now have 50 more
very live prospects, the greatest per-
cent of which we believe will result in
sales.
"In all of our advertising experience
we have never encountered such out-
standing sales results."
Razors: People don"t usually think
of "farms" when they think about San
Francisco, one of the nation's most
cosmopolitan cities. But drive out of
the city, and in a few minutes you're
in the center of farming. In fact, the
northern California market contains
-i\ of the top 22 agricultui.il counties
in the U.S. These six counties have
a farm income — from as man) as 230
different commen ial < rops that is
greater than that of 26 whole states.
Small wonder therefore that farmers
in the area are alert to prodw t- Bold
to them on farm-slanted radio -how-.
-inh as the Farm Revieu -how of
KCBS, directed by Gordon Roth.
When Gordon offered Durham-
Fndor razors to his listeners, he re-
ceived requests from 44 out of the
total 58 counties in the state. Exclud-
ing the mail received from the metro-
politan centers of San Francisco, 75%
of the mail came from the farming
areas, and only 25' « came from the
urban sections.
As a topper, 50% of the return-
came from the six counties mentioned
above (Merced, Monterey. San Joa-
quin. Santa Clara, Sonoma and Stan-
islaus) which are up in the top bra< k
ets of farm income counties in the
whole country.
i /'lease turn to page 130)
TRADE; WSPD-TV, TOLEDO, ADVISED ON CHICS RAISING) KSOO COVERED CORN-PICKING Ml r I | KGNC-TA -III- lo COTTON RAISERS
~,-L! -_
31 OCTOBER 1955
51
KTV02
'4 MILLION WITH A BILLION TO SPEND"
(Including Fringe Area)
Monopolyville, U. S. A.
"THAT AREA OF UNDUPLICATED COVERAGE-
UNSERVED BY THE GRADE B OR BETTER SIGNAL
«.
OF ANY OTHER TELEVISION STATION."
Now - - COMPARE KTVO'S "MONOPOLY MARKET"
With the Nation's Ranking Metropolitan Markets*
CITY POPULATION TV STATIONS**
1 NEW YORK 13,630,800 9
2 CHICAGO 5,885,100 8
3 LOS ANGELES 5,254,300 9
-i | ,_ I, i I, in i > »_ i. — -|,_
78 DULUTH-SUPERIOR 267,900 2
79 CHATTANOOGA 262,900 2
80 READING 262,400 2
KTVO'S M0NOP0LYVILLE g^ XI
81
SPOKANE
254,700
3
82
HUNTINGTON-ASHLAND
254,000
2
Others
83
DAVENPORT-ROCK ISLAND-MOLINE
253,600
2
89
DES MOINES (AMES)
240,400
3
159
CEDAR RAPIDS
111,100
2
fs
iff*
2a
''Oi
©
s jlo
Des jloines
Cedar Rapids
\
Ottumwa
<§>
r-
Kirksville
^J Channel ^^
KTVO
100,000 Watts
CDU
KTVO
OTTIMW \. low \
I \MI - I. CONRCN . President
Represented Nationally by
The ROLLING CO.
New York, Chicago, Boston, Los kngeles, San Francisco
THE NATION'S MOST POWERFUL RURAL TV STATION'
a forum on questions of current interest
to air advertisers and their agencies
is television doing enough to develop its
own new peviovming talent
Richard Pack
National Program Manager
Westinghouse Broadcasting Co.
TV MUST BUILD NAMES
• I wonder if television doesn't suf-
fer sometimes from underestimating
its own power and overestimating the
magic and glamor of Hollywood and
Broadway. That tv can bring into
many millions of homes great film and
stage stars is good; that it continues
to rely so heavily upon Hollywood and
Broadway stars for its big shows can
be harmful to the present and future
of broadcasting. Tv can and should
build more of its own stars, particu-
larly in the performing fields. In
writing and production, tv has already
demonstrated that it can develop its
own major talents — men like Reginald
Rose, Paddy Chayefsky, Rod Serling,
Fred Coe. But the industry now is not
doing nearly enough to build its own
performing big names. For instance,
tv discovers an Eva Marie Saint, and
then, oddly enough, waits for Holly-
wood to make her a star.
Surely a medium that can make an
international figure of a Bronx shoe-
maker, a hero out of a freckled mario-
nette, or a celebrity out of a small
chimpanzee has the resources to make
stars of its own! Tv must not only
discover; it must build stars. Perhaps
one way is to put behind new talent
the same kind of publicity and ex-
ploitation campaigns as Hollywood's.
In any case, the development of new,
young talent is a responsibility not
only of the television networks, but of
local radio and television stations. I
said: radio and television stations. For
sometimes we may forget that some of
tv's top talent are alumni of the local
radio circuits — like Steve Allen, Arthur
Godfrey and Dave Garroway. Local
stations will help strengthen and en-
rich the broadcasting medium if they
devote time, energy and imagination
in the next crucial years of television
to finding and developing fresh talent.
We can't rely on other media to do
the job for us. In the long run this
will provide far greater reserves of
talent, make tv less dependent on
Hollywood and Broadway, and even-
tually avoid the pyramiding of astro-
nomical talent costs, which is becoming
one of video's great problems.
Robert Dale Martin
Director of Talent & Casting
CBS Television
HAPHAZARD METHODS FAIL
• Television was born hungry. The
day it arrived it started screaming for
performing talent and has not ceased
its clamor.
Satisfying the performer needs of
early television seemed easy. Get the
people. Do the show.
But now the baby has taken on some
age. It has grown affluent, and it has
acquired a taste for expensive morsels
— fine talent, with names.
While neglecting the seedlings in
its own patch, the monster is hanging
over the fences of its neighbors:
theater, pictures and the variety world
begging for names, names, names,
names — at any price.
Television provided experience and
early training for almost ever)' young
star now rising in the entertainment
world. Television first exposed most
of them to the public and provided
them living funds on which to con-
tinue their careers. Without contracts
to hold these people, they were lost as
properties to other mediums, and tele-
vision finds itself in the position of
having to buy them back on complex
contracts and at elevated prices.
Of course television has made and
owns some big talent, but only hap-
hazardly. Now the demands for name
talent are so acute that haphazard
methods will no longer serve. The
backlog of people from other mediums
has been run through. And only a
special program of development can
fill the needs for the future.
The old legend that only Broadway
and Hollywood can make stars has
been shattered by the impact of recent
programing. Television can build,
groom and own its own stars with a
program — a program that includes
planned grooming from the affiliates,
special programs with first-rate impact
dedicated to exposing young or un-
known talent, and mass contracting on
long term of likely but unknown pros-
pects. These are all methods either
started or under examination at CBS
for building the stars of tomorrow.
(Please turn to page 65)
54
SPONSOR
"SEE-PAY" TELEVISION!
2,770,52!t
People.
491000
TV Sets
(At of Jul-, I, '55;
in Kentucky
and Indiana
VIA
WAVE-TV
LOUISVILLE
Reaching As Many Families in Its Kentucky
and Indiana Area As:
Affiliated with NBC, ABC, DUMONT
| IN I*C1 SPOT SALE S
Exclusive National Representatives
31 OCTOBER 1955
26 Daily Meuspapers Combined!
115 Weekly Newspapers Combined!
12 Leading General Magazines Combined!
16 Leading Farm Magazines Combined I
14 Leading Women's Magazines Combined!
All Home and Fashion Magazines Combined I
55
CAPITAL TYPES #13
iVeti? developments on SPONSOR stories
THE QUADRUPLICATOR
Childhood ambition was to
join the Rockettes: got
mixed up with the Four
Hawaiians instead. Fond
of roundelays, notably
Three Blind Mice and Row,
Row. Row. Holds girls'
junior high school record
for the sixty-yard low
hurdles. Weeds garden
while tuned to Cool jazz;
keeps carbon copies of
notes to the milkman.
But advertisers in Wash-
ington using WTOP Radio
are getting unduplicated
results. WTOP has (1) the
largest average share of
audience (2) the most
quarter-hour wins (3)
Washington's most popular
local personalities and
(4) ten times the power of
any other radio station
in the Washington area.
WTOP RADIO
Represented by CBS Radio Spot Sales
Sees All-night \ ii i <>r :ui i.i sells 300 cars;
"Deal-O-Rama" autothon
Issue: ?8 ^P"'1^5' page *3;
.50 May 19oo, page o.i
Subject: Dealers use all-night
telecasts to sell ears
Car dealers are finding telethons a natural as sales getters. Latest
one to use the technique successfully is Garner-Randall, Amarillo
Cadillac-Oldsmobile dealer, who rang up 131 sales and over half
a million dollars in sales as a result of a round-the-clock stint on
KFDA-TV this past 19-20 August.
As usual in these all-night events, the acompanying promotion was
applied with a thick brush. Objective was to push the '55 Olds
models before the '56 line arrived. KFDA-TV executives suggested
an "Olds-A-Thon." Co-owners Bob Garner and Ken Randall okayed
the idea and Rosenwald, Krupp Advertising Agency set to work.
Account Executive Cliff Lambert and President Monte Rosenwald
lined up talent, prepared the entertainment for the promotion.
Amarilloans began learning about the coming event on Sunday
preceding the show via a heavy radio-tv announcement schedule
that continued throughout the week.
On Friday morning passers-by watched KFDA-T\ engineers and
production staff roll broadcasting and telecasting equipment into
the Garner-Randall showroom. (This in itself was no small accomp-
lishment, since KFDA-TV has no mobile equipment; it moved two
complete camera chains to the location.) By 9:00 a.m. some 1,500
persons had gathered there to watch the festivities and the orchestra
on hand struck up to signal that the fun was beginning. At that
moment the folks in downtown Amarillo saw a parade of Oldsmobiles
begin a tour that was to take them through the business section of
the city and on to the Garner-Randall showroom — drawing a number
of interested citizens along with them. The advance publicity had
already succeeded in attracting many from other towns 50 to 100
miles away.
Entertainment was continuous till 10:00 the next morning. The
15 Garner-Randall salesmen, meantime, swung their deals right on
camera before both live and home audiences — deals that included
allowances such as $500 on a 1941 Ford, $3,300 on a 1954 Buick.
When the carbon monoxide had cleared away, 131 cars had been
sold, $526,227 was in the till; and dealer, agency and station were
revving up ideas for another telethon next vear. i Cost of this
year's effort was $8,000. i
KFDA-TV camera trains on Garner-Randall salesman as car enters appraisal lane
56
SPONSOR
The New Petry Pocketpiece
of TV Market Data
Television Set Count
and Market Data
by County and State
it Ctx.lnc-
Edward P»<
Edward Pa
ItCoInc '
Bdwwt wry * c
Ed^ w * Co.Xnc • K*~* P..* * Co-'-
B^ P*ry * C<v;Inc . Edward * - - - **"
I ft C*.lnc ■ Edward Mqr * Ca.Ine • Bdv^rd M
THIS handsome new research tool provides
you with updated TV set count and mar-
ket data on each of the 3,071 U. S. Counties.
For the first time in handy booklet form you
will have Television Magazine's latest TV
family estimates combined with Sales Man-
agement's 1955 Survey of Buying Power
data on Population, Families and Retail
Sales.
You'll find the county-by-county, state and
regional breakdown an effective aid in your
national and regional TV advertising plan-
ning.
TO GET YOUR COPY OF THIS HELPFUL
TV MARKET FACT BOOKLET, CALL OR
WRITE YOUR NEAREST PETRY OFFICE.
Now available to
Executives and Personnel
of Advertisers and Agencies
TELEVISION STATIONS REPRESENTED BY
EDWARD PETRY A CO.,
INC.
WSB-TV
Atlanta
WSM-TV
Nashville
WBAL-TV
Baltimore
WTARTV
Norfolk
WFAA-TV
Dallas
KMTV
Omaha
KOA-TV
Denver
WTVH
Peoria
WTVD
Durham-Raleigh
]<CRA-TV
Sacramento
WICU
Erie
WOAI-TV
San Antonio
KPRC-TV
Houston
KFMB-TV
San Diego
WHTN-TV
Huntington
KGOTV
San Francisco
WJIM-TV
Lansing
KTBS-TV
Shreveport
KARK-TV
Little Rock
KREMTV
Spokane
KABCTV
Los Angeles
KOTV
Tulsa
WISN-TV
Milwaukee
KARD-TV
Wichita
KSTP-TV
Minn. -St. Paul
*
ABC Pacific Television Regional Network
Edward Petry & Co., Inc.
NEW YORK • CHICAGO • LOS ANGELES • DETROIT • ST. LOUIS • SAN FRANCISCO • ATLANTA
31 OCTOBER 1955
57
im
.1 u2 illllA L
(BIB „
iS"
Mi) 113 11
w
ID
ins if to
Put*
rank
Chart
covers half-hour syndicated film ,
Of.
i
Top 70 snows in 10 or more markets
Period 6-72 September 7955
TITLE, SYNDICATOR. PRODUCER. SHOW TYPE
Average
ratings
7-STATION
MARKETS
5-STATION
MARKETS
4-STATION MARKETS
S-8T/
MAR
t»
Rank
now
NY
LA.
Boston
Mnpls. S. Fran.
Seattle-
Atlanta Chicago Detroit Tacoma Wash.
Bait Bi
u
i
:t
Mr. District Attorney, Ziv (M)
18.8
8.6
.valic tv
70.0
knxt
10:00pm
30.5
24.7 72.7
k>tp kron-tv
9:30pm 10:30pm
76.9 70.9 76.5
waga-tv wbkb wwj-tv
10:00pm 9:30pm 9:30pm
12
■2
i
I Led Three Lives, Ziv (M)
18.4
4.7
i" OOpm
75.8
kttv
8:30pm
79.4
7 00pm
20.4 76.7
kstp-tv kron-tv
8:00pm 10:30pm
73.0 7 7.4 76.9 74.3 20.0
wsb-tv wgn-tv wjbk-tv ktnt-tv wrc-tv
10:30pm 9:30pm 9:30pm 9:00pm 9:30pm
7 7.4 7
wbal-tv u
10:30pm 10
m ■
:i
2
Passport to Danger, ABC Film, Hal Roach (A)
18.2
70.7
bcop
7 :30pm
7.2
kevd-tv
7:30pm
70.6
king-tv
- ;iipm
4
4
Badge 714, NBC Film (D)
17.7
72.7
kttx
7:30pm
75.7
wnac-tv
0 :30pm
78.9 78.7
kstp-tv kpli
9 :30pm 9 :00pm
73.2 20.7 72.0
wgn-tv wwj-tv wrc-tv
8:00pm 10:00pm 7:00pm
20.4
wbal-tv
10:30pm
5
5
Man Behind the Badge, MCA-TV Film (M)
16.1
7.3
webs-tv
>; :;ni„,i
7.2
kttv
9:00pm
27.0
wnac-tv
10:30pm
72.7
kron
10:30pm
9.7 72.9
wjbk-tv wmal-tv
9:30pm 10:00pm
7<
wg
8:(
•
6
6
City Detective, MCA, Revue Prod. (M)
15.5
8.7
ivplx
9 :30pm
73.0
wbz tv
11:15pm
74.5 73.7
kstp-tv kron-tv
8:30pm 10:00pm
7.2 7.7 5.9 7.2
wsb-fcv wgn-tv cklw-tv 10:00pm
10:30pm 9:30pm 10:30pm wmal-tv
3
)
7
10
Eddie Cantor, Ziv (C)
14.8
2.0
'. ;{!ic- tV
!> :00pm
7.3
kttv
7:30pm
73.9
wbz-tv
10:30pm
6.0 70.2
wtcn-tv kron-tv
»:30pm 7:00pm
74.2 7 7.5 75.0 5.5
wnbg wjbk-tv king-tv wmal-tv
9:30pm 9:30pm 8:30pm 10:00pm
77.4 7.
wbal-tv w
10:30pm 10
tv
•a <
8
7
Waterfront, MCA Roland Reed (A)
14.7
3.3
wabd
r :30pm
78.8
kttv
7:30pm
75.5
ivnao-tv
7:00pm
6.9 75.5
keyd-tv kron-tv
7:00pm 8:30pm
72.2 74.2 76.7 7 7.5
waga-tv wxyz-tv komo-tv wtop-tv
9:30pm 10:00pm 7:30pm 10:30pm
72.4 7.
wmar-tv wr
10:30pm 7:'
;
9
8
Racket Squad, ABC Film, Showcase (D)
14.4
3.6
wabc-tv
1(1 :30pm
6.3
kttv
11.15pm
72.8
kstp-tv
10:30pm
27.2 74.5 77.6
wsb-tv wgn-tv kinE-tv
10:00pm 8:30pm 9:00pm
10
Cisco Kid, Ziv (W)
13.8
3.9
vabc-tT
7:30pm
70.4
kttv
6 :30pm
70.0
Wllac-tV
G:0flpm
20.0 77.4
weeo-tv kron
5:00pm 6:30pm
70.5 9.0 8.7 73.0 9.5
waga-tv wbkb wxyz-tv komo wtop-tv
3:30pm 4:00pm 7:00pm 7:00pm 7:00pm
7 7.2 7:' I
wbal-tv wb^H
7:00pm 7:<Ji*
10 |
Science Fiction Theatre, Ziv (SF)
13.8
4.4
wrca-tv
7:00pm
72.9
kttv
8:00pm
70.2
wgbh-tv
: ""..in
74.0 70.7
weeo-tv kron
9:00pm 7:00pm 1
27.0 7.0 75.7 6.4
wnbg wxyz-tv king wmal-tv
10:30pm 9:30pm 8:00pm 6:30pm
6.9 7 1
wbal-tv wtoeg} }
7:00pm 7:0&4
Rank
now
Past*
rank
Top 70 shows in 4 to 9 markets
i
2
Doug. Fairbanks Presents, ABC Films (D)
18.5
72.4
wrra-tv
HI Mlp.li
7 7.2
kcra
10:30pm
73.5
kstp-tv
9 :00pm
72.6
ktnt-tv
9:30pm
!
■
2
5
Amos 'n' Andy, CBS Film (C)
16.1
3.7
wobs-tv
1 30pm
9.3
knxt
7 :00pm
76.7
wwj-tv
10:00pm
7.
wg
3
2
Guy Lombardo, MCA-TV Film, Guy Lombardo
Films Inc. (Mu)
14.4
9.8
kcra
10:00pm
20.7
wbz-tv
10:30pm
9.7 2.0
weeo-tv kour
10:00pm 10:00pm
3.3 70.0
wbkb wxyz-tv
10:30pm 10:30pm
4
4
Foreign Intrigue, Sheldon Reynolds (A)
14.9
6.2
nrra-tv
7 :00pm
70.0 3.7
waga-tv cklw-tv
10:30pm 9:30pm
5
Famous Playhouse, MCA Revue Prod. (D)
13.6
2.7
fcCOD
10:00pm
70.4
wbz-tv
1 1 :00pm
72.0
kgo-tv
7:30pm
70.2 5.2
■vatra-tv wt-kb
6:00pm 9:30pm
6
7
Mayor of the Town, MCA-TV Film, Gross
Krasne (D)
13.3
3.0
wrca tv
11 1'inn
4.5
keyd-tv
7 :30i>tn
7 7.2 72.9 72.7
wsb-tv wnbq wwj-tv
1:30pm 10:00pm 7:00pm
7
8
The Whistler, CBS Film, Joel Malone (M)
13.1
5.7
wplx
10:30pm
76.3
kttv
10:00pm
75.5
kron-tv
10:30pm
72.7 75.7
wjbk-tv 10:15pm
10:30pm klng-tv
8 1
|
Sherlock Holmes. UM&M Sheldon Reynolds (M
12.7
8.7
W tea tv
4.3
kttv
7:30pm
77.7
witac-tv
10:30pm
8.2 6.7 7 7.0
wiw-a wxyz-tv wrc-tv
9:00pm 10:30pm 7:00pm
70
wbev
9:3a
9
10
Lone Wolf, UTP, Gross-Krasne (D)
11.9
3.3
wabd
7:30pm
4.8
kttv
8:30pm
20.0
ivnac- 1 v
10:30pm
24.2
weeo-tv
8:30pm
7.5
wttg
10:00pm
1
•
11
JO
9
Star and the Story, Official Films, Inc. (D)
11.5
9.9
kllv
10:00pm
8.7
kron-tv
11:00pm
73.4
u.l, tr
10:30pm
7.0
tvmar-tv
11:00pm
market 6-12 September. While network shows are fairly stab.© from one month to anoth t> I
markets in which they are shown, this is true to much lesser extent with syndicated s°4H
should be borne in mind when analyzing rating trends from one month to another in tfl^B:
"Refers to last month's chart. If blank, show was not rated at all in last chart or was* *■
"ill!.
Mllw
Phlla.
SI L
3.0
19.4
9.9
76.9
tmu
4.4
29.4
70.2
27.7
utmt Iv
7:00pm
1.9
29.9
72.7
14.2
lUlllJ IV
k«k tv
1 phi
70.2
22.0
; DOpm
40
24.5
9.4
77.2
»n
wtmj-i»
7 :00pm
k. 1 n
4.0
79.4
200
■hr c
VSVU
k- 1 n
2.5
7.0
72.7
1 IT
wrau-tr
7 :$$pm
kid-lT
9:30pm
4.5
20.2
11.7
78.0
:0pm
ni-tT
10:00pm
wtiuj-iv . 30pm
k«k tv
79.4
78.0
wlmj IV
9:30pm
kwk-ti
9:30pm
7.2
73.7
iw-e
KtmJ tv
t SOpm
9.9 79.0 9.4 76.0
wrm J IV
» :30pm
4.4
22.8
26.8
47.0
vrbtf whlo-ti
8:30pm
B lOpm
27.0
75.8
43.8
in 10pm
■ lOpn
24.3
24.3
■ ti
lOpa
■ 10pm
26.8
22.8
Uu- IV
IOpO
39.0
10:00pm
78.0 44.0
w hv il
S :30pm
8:30pm
5.6
brt it
OOpm
75.3
whlo-ty
6 15pm
27.8
whio-tv
10:30pm
72.3
brc-tr
00pm
48.5
B 30pm
75.3 33.5 76.0 32.8
«htv
:30pm 1
10:00pm
.
77.4 79.4
„,ii in i h
9:00pm
46.3
wdsu-tr
9:30pm
76.5 49.0
lire IV
i nopni
74.2 6.2
•m-tv wisn-tv
30pm 6 :00pm
75.4 9.8
mdi k»k tv
9:30pm 10:30pm
49.0
wotr
9:00pra
74.7
vcvlr.
9:30pm
20.5 43.8
■
9:30pm
8.7
ms-t»
30pm
45.8
7 :30pm
0.2 7 7.4
'.'Vm
40.3
wdsu-tr
73.5
tad-t»
],i O0pn
34.0
Wlsll-tV
10:00pm
7 7.2
wtmj-tv
11:00pm
.4
wbrc-tv
9:30pm
10. Classi: numbei
lie determines number by meas
by homes in the metropolitan ar
tself may be outside metropolita
of stations in market is Pulse's
urine which stations are actually
ea oif a given market even though
n area of the market.
TV time buyers like you prefer WBEN-TV because of the
production quality they've learned to expect from this
pioneer station. On the air since 1948, WBEN-TV is —
by far — Buffalo's oldest TV outlet. This means seven
long years of experience in giving commercials meticulous
handling by a crew of production experts who have been
with WBEN-TV since it's beginning.
These skilled crews take each commercial smoothly over
the rough spots — from sound to lighting, from camera
to CONSTANT control room shading. The result is a
quality treatment that only experienced conscientious —
specialists can produce.
So when you buy TV time in Buffalo, buy QUALITY !
Buy WBEN-TV ! , .
CBS NETWORK
\*
\*a& WBEN-TV
BUFFALO, N. Y.
WBIN-TV Representative
Harrington, Righter and Parsons. Inc.. New York. Chicago. San Francisco
SPORT SHOES
U.S. Kul.!'-'i \GENCY: Fletcher D. Richards, N.Y.
CAPSULE CASE HISTORY: More indication that chil-
dren respond to tv commercials on juvenile shows:
Among the sponsor's five commercials a week in KRON's
Fireman Frank, was one that featured a puppet called
"Curl the Carrot." In connection with it, three-color
plastic buttons were made up and sold to dealers at 6c
each to be given with the sale of each pair of U. S.
Rubbers' Keds. Within six iveeks 25,000 buttons were
gli en out, most of them representing sales. Cost of the
campaign was $555 per week.
KRON-TV, San Francisco
PROGRAM: Fireman Frank
BEDDING SUPPLIES
SPONSOR: Sanitary Mattress Factory AGENCY: Direct
CAPSULE CASE HISTORY: Around-the-clock program-
ing in Spanish is not very common on tv, but it is suc-
cessful for advertisers in the San Antonio market. The
Sanitary Mattress Factory, using only three announce-
ments a week on KCOR-TV , reports a 30% gain, in
business. Commenting on the results achieved through
tv, the sponsor wrote: "There is no doubt that KCOR-TV
reaches the homes where our business comes from."
Tlie price of the announcements is $23 apiece.
KCOR-TV. San Antonio PROGRAM: Announcements
SCREEN DOORS
SPONSOR: The Yancey Co.
AGENCY: Drect
CAPSULE CASE HISTORY: After a single demonstra-
tion on the Hank Thornley and the News show, 22 in-
quiries were received about a brand-new product: a de
luxe model, all-aluminum screen door for $59.50.
Of the 22 inquiries, eight were converted into sales of
the model shown, despite the fact that less-expensive
models were displayed at the point of purchase. This
ivas a total of $476 in sales for an advertising outlay
of only $75 for the five-minute news show.
KBET-TY, Sacramento
PROGRAM: Hank Thornley and
the News
SEWING CENTER
SPONSOR: The Fabric Center of Sioux City AGENCY: Dire
CAPSULE CASE HISTORY: When the client opened h
store in November 1953, he bought a single announc
ment to herald the event on KVTV . Results persuadi
him to sponsor a sewing program on tfie station twit
a week. It's Fun to Sew has been on (10:45 to 11:0C
twice a week ever since. The fabric sales led to the sa
of sewing machines, and business has blossomed. Tl
store won two national prizes for high sales, and 19£
sales are still setting records, currently running 250<
ahead of those of 1954. Weekly show costs are $152.
K\ TV, Sioux City, Iowa
PROGRAM: It's Fun to Se
FISHING TACKLE
SPONSOR: Phil Judd, Hardware and AGENCY: Dire
Sporting Goods
CAPSULE CASE HISTORY: A Montana tv static
helped a fishing tackle dealer catch more than his norm*
quota of customers on opening day of the fishing seasoi
KXLF-TV got a car from one of its other accounts an
sold it to Phil Judd ivith a two-week announcement paci
age immediately prior to the opening of the season, h
advertised the car as a prize for the largest fish caugl
on opening day, and reeled in more sales than evt
before on opening day in his 25 years in business.
tv special of spinning outfits was sold out just two hou.
after the store opened. Campaign cost: $300.
KXLF-TV, Butte, Mont. PROGRAM: Announcemen
HOME APPLIANCES
SPONSOR: Kelvinator-DuMont Dealers
AGENCY: Dire
CAPSULE CASE HISTORY: A group of 17 Kelvinato
DuMont dealers in the Ozark area have been sponsorii
a 30-minute live program called Search For Talent ov
KYTV for over a year. The show gets 90% of the
combined budget. To test the pull of the program, tl
dealers offered a toy truck to viewers for $3.50 if tfu
visited any of the dealers for a product demonstratio
Over 2,000 trucks were sold, each representing a sto
demonstration obtained by the show. Cost: $102 p
show.
KYTV, Springfield. Mo.
PROGRAM: Search For Tale
COFFEE CAKES
SPONSOR: Eisners
AGENCY: Din
CAPSULE CASE HISTORY: To get some idea of t,
strength of the Florian ZaBach Show, which it sponso
on WICS-TV, this grocery chain ran a special offer. \ ie.
ers were offered a coffee cake and a pound of coffee at t,
special price of 99c. The special was advertised on on
a single weekly show, and the stores sold 500 mo
coffee cakes than ever before. There was such a gre'
demand, the sponsor had to have a special bakery ord
to meet it. Program cost: $250.
WICS-TV, Sprinfgfield. 111. PROGRAM: Fhrian Zabach Shi
There's a NEW SOUND on KSTP!
The best music in town, presented by the
Northwest's top personalities. That, in a
nutshell, is the story of the New Sound
at KSTP Radio.
KSTP's extensive music library of more than
30,000 selections has been completely re-
stocked with the finest music ever recorded,
and KSTP programming has been revised in
order to present this fine musical entertain-
ment to best advantage.
KSTP stars Bill Ingram. Johnny Morris,
Jimmy Valentine, Don Riley, and Rodger
Kent will deliver these all-time favorite tunes
into the Northwest market of more than
800,000 radio homes and Four Billion
Dollars in spendable income.
KSTP will continue its unmatched news and
sports reporting and other top shows, com-
bined with the New Sound,
providing the type of
entertainment today's
radio audience demands.
50,000 WATTS
MINNEAPOLIS • ST.
BC Affiliate
PRICED and PROGRAMMED" to serve today's radio needs!
IDWAtD rtTtr A CO., INC. • NATIONAL tEflf SENTATIVIS
31 OCTOBER 1955
61
a
NORMAN BOGGS
V.P. in clmrge of sales
Don Lee Broadcasting System
LIKE MOST
Newsworthy"
BROADCASTING
EXECUTIVES
Mr. BOGGS'
LATEST
BUSINESS
PORTRAIT
IS BY...
Photographers to the Business Executive
565 Fifth Avenue, New York 17— PL 3-1882
(Continued from page 9)
In fact, I can't see why success with new products has any
bearing upon what tv can or cannot do for products the pub-
lic is aware of. To think these are necessarily doomed to
failure on television or that tv is too costly, that these prod-
ucts are not for the medium, is ridiculous. To be sure, it is
harder to advertise them on tv just as it is in any medium.
However, it is television's meat to bring neivsworthiness and
excitement and immediacy to the most thoroughly accepted
of products, to create interest about products being taken for
granted, whether they be well-known bottled drinks or cigar-
ettes or anything else that is already an accepted part of our
daily life.
I think the lack of success that some products may have
had on television, causing them to vacate the medium amid
loud wails, should be placed solely at the door of the copy
people who created the campaigns. There is much copy in tv
(probably in print advertising as well) which assumes the
public knows all about the product. Or cares about the prod-
uct. Likewise too much copy is a lukewarm presentation of
facts, devoid of inspiration, excitement and forceful reason-
why. This perhaps is caused by the fact that copywriters as
well as the public know the product too well, accept it too
thoroughly, therefore see it with a familiarity that subcon-
sciously causes them to reject it.
There isn't a product offered for sale today that can't have
something new said about it — that can't be made revealingly
different to a person who has never used it or who has stopped
using it.
How often we take introductory phases for a new car or a
new soap and limit it to several weeks or for a month or two
when a new car, for example, is new right up to the day the
next model appears.
It is only in the minds of advertising people who see cam-
paigns as complete campaigns, who are aware of the stages
and chronology of them, that product news becomes dated.
The public is not interested in campaigns and hasn't the op-
portunity to be even if it were. Following the so-called intro-
ductory stage (which should be for a period that is six times
as long as the advertising manager thinks it should be), the
copy boys must sweat to find more news and newer news about
the product. Then they should harness this news to tv and
create announcements that incite and excite interest. By so
doing, almost every product in the medium, old or new, can
be successful. * * *
62
SPONSOR
T. I spot editor
A column ipanmiml /<> DIM <>/ tin- leadiiiR film protlucrrt in Irln ItlotX
S \ It It A
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
Dignit) .Hid reputation are the keynotes in this curtain raise i and closing lot
Ciha\ television program "Medical Horizons." Designed bj Lestei lie. ill,
with an unusual musical accompanimeni composed b] Edgard Varcse, tl
commercials give Ciba a totally different attention-getting prestigi film thai
remains Eresh aftei repeated \ iewing. Produced hj SARRA foi CIBA PHAR-
MACEUTICAL PRODI ( rs, INC. through f. Waltei rhompson < omp
SARRA, INC.
\- w York: 200 East 56th Street
( !hi< ago: 16 1 asi ( mtai io Si
Wesson Oil Instani Liquid Shortening goes all oui to captun the shortening
market in tin's major series of 90 and 60-second commercials b} SARRA.
Advantages to the housewife are sharply outlined in live action sc< ties show-
ing the product in actual use. "No smoke," "no burning" and perfect results
whether baking, frying or in salads are selling points ol the product, high-
lighted through excellent camera work. A free recipe offer ties in with strong
product identification. Produced by SARRA to, WESSON Oil b SNOW
DRIFT SALES CO. through Fitzgerald Advertising Agency.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
The drive-in business is a big business and these 20-second spots b) SARRA
arc designed to capture a big share for Big Boy Drive-ins. Major enticement
is the Big Boy Hamburger, appeti/ingly shown in (lever animation and
described in a catchy jingle as "a meal in one on a doubledeck bun." Message
is aimed at everyone from family to the "younger set'! aft< t a "day at tin
game" or a "night on the town." A livelv series produced bv s\RR\ for
FRISCH'S RESTAURANTS, INC. through Rollman Advertising Vgency.
s\RRA, INC.
New York: 200 bast 56th street
Chicago: 16 East Ontario Street
Hitting the "Do It Yourself" market and building a loyalty i"i Cook's Paints
are the objectives of this series of 1 minute and 20-second commercials by
SARRA. Clever animation and live action visualization are combined per-
Eectly with a sales message that brings out the advantages of using Cook's
Indoor and Outdoor Paints and Floor 1 uamel. A free color chart, available
at point of sale, is merchandised to move consumers to the retailer, finale
finish stresses that Cook's Paints are "best for beauty, wear and weather and
best lor von." Created by SARRA for COOK PAINT & VARNISH ( O.
through R. ]. Potts — Calkins fc Holden, Inc.
SARR \. I\(
New York: 200 1 ist 56th Street
Chicago: 16 East Ontario Street
31 OCTOBER 1955
63
A
SINGLE
BIRMINGHAM g/
MARKET STATION
IN A SEVEN STATION AR
The expected is a reality ....
"Pulse" proves that in the rich 25
county "Southeast Alabama" market,
WSFA TV is winning . . . WINNING
BIG . . .
SHARE OF AUDIENCE
Total
WSFA TV
7 AM— 12 Noon 77
12 Noon— 6 PM 68
6 PM— I I PM 64
Total
six TV
stations
23
32
36
COLUMBUS
DOTHAN
PENSACOLA
Dominant in all phases . . . More dominant
in local news coverage . . . Fully equipped
for remote pick-up or film.
Producing continuous up-to-date AREA
news coverage makes WSFA TV a home
town station wherever viewed.
Owned and operated by
THE OKLAHOMA PUBLISHING CO.
The Daily Oklahoman, Oklahoma City Timet,
The Farmer-Stockman,
WKY, WKY-TV, WSFA, A WSFA-TV
THE OLD ORDER CHANGETH . . .
Giving way to the new . . . thru the
miracle of television . . . WSFA TV
. . . Powerful . . . 316,000 watts . . .
NBC affiliate . . . programmed by
men of experience to such perfec-
tion-that most people-view WSFA TV-
during all periods . . . morning . . .
noon . . . and night . . .
Your message will be
seen more . . . mean more.
Represented by THE KATZ AQINCY, INC.
WSIA-TVL
CAhOAUrVU 12
REMOTE
UNIT
IHcwtQCmebi
AJUwo/rYia,
64
SPONSOR
SPONSOR ASKS
i Continued from page 5 1 1
Charles I anda
lice President in charge oj Television
WCAX li
Philadelphia.
YES AND NO
• As Colonel Jacobowsk) would
say, "There's two sides to that."
If you pose this question to the net-
works and to the tv stations, the an-
swer is unhesitatingly "yes." If you
include advertising agencies and their
clients, then the answer, again un-
hesitatingly, is "no."
In defending with my "yes"' I point
out that almost all new talent has heen
tailored by my side of the business,
and in offending with my "no" I state
that few agencies or clients have
walked in with the programs and peo-
ple new to television. If they haven't
the money (a debatable statement)
they haven't the inclination, perspica-
city or need (an undebatable state-
ment) to cruise these unchartered
waters. They leave us (and we like
it) with the problems of preparing the
programs and they step in and buy
them (we also like itj when our shake-
down cruise is over and the public has
rendered its verdict — by preview or
preference.
Agencies and clients still buy rat-
ings, they still buy established pro-
grams and they still buy established
people (and I hope they always do).
So, including them out of your ques-
tion, I say that the basic industry is
doing, has done and must do every-
thing possible to find new faces and
promote new programs because only
after this is done will the agency and
client manifest passable, if not pur-
chasable, interest. * * *
xi
>&7afA>t CJmouh{ aAo€a. - - aw /TiarrUL ^cc.
Central New York's FIRST Radio Station
31 OCTOBER 1955
65
HOWARD
SPOKES
Time Buyer
Cunningham
& Walsh, Inc.
says . . .
Q
4
"In its 8th telecast-
ing year WNHC-TV
has done a consist-
ently fine selling job
to a highly concen-
trated New England
audience.
WNHC-TV's cost-per-
thousand viewers is
one of the lowest in
the Country too . . .
which is still another
reason why I find
WNHC-TV a good
buy"
COVERS CONNECTICUT COMPLETELY
316,000 WATTS MAXIMUM POWER
Pop. Served 3,564, 1 50 - TV Homes 948,702
represented by the katz agency, inc.
Channel 8 • Television
agency profile
Myron P. Kirk
V.p., radio-tv director
Kudner Advertising, New York
Milton Berle said in a recent TV Guide interview that he was
asked to do a weekly half-hour show for Buick before Jackie Glea-
son. But Berle says he turned down what later became known as
the coup of the year among top-priced talent.
"Berle's a very resourceful man, but he's wise to cut down to 13
from 35 shows a year," comments Myron Kirk, Kudner's radio-tv
v.p., about the agency's former star.
"William Morris approached us about 39 Berle films last \ear.
I knew he'd been very successful with the hour format but they
approached us without a format. Gleason already had a story, a
terrific gimmick, so we started talking to Gleason about this deal
over a year ago, when Berle had only been on the air for us a week.
Kirk has built a reputation on Madison Avenue as a man who can
spot talent when it's hot, or, as in the case of Sid Caesar and Imo-
gene Coca, give it a chance to develop.
"I think I've got a nose for it," he admits.
In many ways Kirk seems like the personification of showbusi-
ness behind the scenes. He 11 call a client and sell him some talent
or an act in a barrage of picturesque telephone phraseology:
"I thought that was a terrific bit with the dogs last night," he'll
tell a lukewarm sponsor long-distance. "Are you getting jaded out
there, son? I thought it was an excellent show. Look. kid. brighten
up. Get a smile on your face. We've got a new act there."
On the sober (money) side of the business, Kirk has some bones
to pick with the networks. "The rising costs are driving us crazy,"
says he. "And it's the networks that have been the big offenders.
Our top fee for Berle was maybe $15,000. Now he's supposed to
be getting $35,000."
A man who hasn't got over a boyhood enthusiasm for performers
and showbusiness, Kirk deplores network control of programing
today. "Just from the strict business aspect." says he.
"We wanted the half-hour behind $64,000 Question to get its
audience carryover, so we had to take My Favorite Husband, and
some 15 other agencies were lined up to grab. Now maybe we could
have come up with a stronger package. Show packaging's never
frightened us as an agency. It's not as profitable in tv as in other
media, but it's part of an important job an agency can do." * * *
66
SPONSOR
WEAS
ts
. Atlanta's 50.000 natter
TOP Nielsen- --
. . . rated in this highly competitive market
in the crucial 12 hour period 0 a in -Opm*
tilh ••i.i-,, li. in of 0 am-t am, liip/i.-.l />v unZv I «l<J/i'.>n.
I i • - »►
NIELSEN STATION l\I)EX REPORT
TOTAL STATION AUDIENCE SHARES— Aug., 1955
(Based on Quarter-Hour Homei Reached by Local Stations only)
MONDA1 una FRIDA1
local , •■ ,
am. radio MORMM. IFTERNO0N
STATIONS 6AM-9AM 9AM-I2N I2N3PM 3PM-6PM
%
WEAS 20.9 35.6 :*3.8 28.3
Station A 9.1 5.9 20.9 o.7
Station B # 4.7 5.6 4.7
Station C 3.8 13.8 11.0 17.9
Station D 5.7 5.3 5.1 4.6
Station E 57.3 27.2 L5.3 28.1
Station F # 3.4 6.6 7.1
Others 1.6 1.1 - #
W I \S delivers more homes at a lower <<>»t per thou-
sand than ani other Atlanta station.
~---j NS1 VKEA: Includes Metro area
1 1 MKTRO AREA: Inner portion -
WEAS Atlanta, Ga.
SO.OOO WATTS
10IO KC
A "Dee" R
31 OCTOBER 1955
TOTAL HOMES (July I. 1955)
327,400
220^00
RADIO HOMES (July I. 1955)
315,500
21. {.-.no
NATIONAL REPRESENTATIVE
STARS NATIONAL. INC.
■ >rk. Chicago, San Francisco, Los Angeles
67
Betty Lee
Star of
WOMAN'S PAGE
WAPI 1 :05 to 1 :15 Monday-Friday
NOON EDITION
WABT 12 to 12:30 Monday-Friday
What interests women in and around
Birmingham? Features, people, news
... as presented by Betty Lee! A typi-
cal young mother and housewife with
more than typical experience, Betty
Lee knows how to reach and hold
women. A leading figure in music and
dramatic circles of the city, her public
appearances help her to present an
arresting account of happenings in the
woman's world.
Stars Sell on
Alabama's
greatest RADIO station
Birmingham
Represented by John Blair & Co.
Southeast, Harry Cummings
greatest TV station
ST
Represented by BLAIR-TV
I Continued from page 26 I
Shakespearean expert Patrolman Redmond O'Hanlon as one
of the show's first contestants. A preliminary interviewer had
rejected the erudite cop. And except for the fact that Steve
Carlin, executive producer of the show, bothered to recheck
the cop's application and saw in him the stuff of which great
programs are made, Mr. O'Hanlon would still be pounding
a beat unheralded and unsung.
And if you saw7 the earliest Big Surprise shows you'll
agree, I'm sure, that it was vital to the success of 64 that
people with the warmth and appeal of O'Hanlon, Mrs. Kreit-
zer, Gino Prato, Gloria Lockerman and Captain Dick Mc-
Cutcheon be found. The contestants on Surprise just haven't
had that kind of overwhelming appeal to date.
This, of course, goes beyond just choosing the vehicle. It
embraces the realm of how one makes certain that a package
that looks like a top-10 rater on paper plays that way.
But when you're through with the question of finding what
seems to be the right show, and developing it to perfection,
you may start to play with the problem of finding the time,
clearing the stations. Several weeks ago I had lunch with that
well-loved veteran Frank Silvernail of BBDO. Frank has
traveled, as is well known, many a weary mile, talked tril-
lions of words with station brass and others on the clearance
chase. It was Frank's opinion that the unbelievably difficult
situation surrounding station acceptances and time slots was
not likely to be relieved in the foreseeable future. More and
more it becomes apparent that the 400-odd tv stations operat-
ing today are, possibly, not too far short of what may turn
out to be the total number of effective and profitable stations
this nation may ever see in operation. And the hard-driving
gents over at the ABC TV web, among others, can tell you
how vital it is that more stations be available in more markets.
These, as I said up front, are just two of the problems
which our friends in the advertising agencies must face in
these turbulent television times. Bob Foreman has done
scores of pieces in his fine Agency Ad Libs column covering
hundreds of other small, middling and large problems which
the agency has to successfully contend with to satisfactorily
service its clients in using television.
The wry rib used to be that agency men inevitably got
ulcers. I shudder to ponder what new disease may be brought
on by the accelerated pace and pachydermal problems still
budding. * • •
68
SPONSOR
WHAT CAN
AGENCY MEN
LEARN FROM
THE ALLIGATOR?
from Gulf To Ocean • Gainesville To Okeechobee
there's a powerful new selling force. Radio W«GTO,
reaching a million and a half potential buyers,
You know they buy — each year they spend nearly a billion
and a half dollars! But do they listen? Just write
for the signed comments of enthusiastic listeners from
Gulf To Ocean — Gainesville To Okeechobee. Listners who,
because of the superior programming, music and news,
prefer to keep their dials set at 540 kc.
How can a new station catch on to fast? It's no accident —
and it's no secret. W«GTO is owned and operated by
KWK, St. Louis. Selling navvy pays!
10,000 WATTS
540 KILOCYCLES
W*(GT(Q)
HAINES CITY, FLA.
PHONE 6-2621
oicned and operated
by KWK, St. I.ouis. Missouri
Represented by
WEED & COMPANY
irram
two to Rome, workshop tools, several
gas ranges, clothing and dozens of
portable radios.
To be eligible to receive these prizes,
listeners had only to mail in an entry
blank or drop it in a barrel at one of
the 83 Owl Drug stores in the city.
The mail set what the station believes
to be a record for the most number of
pieces ever received by a radio station
in a single day. One day 81,472 sepa-
rate pieces were delivered; the contest
total is estimated at half a million.
(See picture above right.)
The entire day of programing was a
salute to Southern California. Listeners
who dropped into the station to watch
the festivities were served a 2,000-
pound birthday cake contributed by
h Wx :t.~tth birthday contest pulls a lutll'-tnillion letters
\\ hen KNX, Los Angeles, observed
its 35th anniversary last month, the
station planned an 18-hour birthday
celebration that helped the community
remember the day too. The entire pro-
motion was called a "Birthday Bonan-
za" and listeners were awarded a total
of $65,000 in prizes during the anni-
versary day. Prizes included six autos,
,000 mink coat, a round trip for
Contest letters deluge KNX general manager
Swansdown flour and 120 pounds of
coffee. While at the station, listeners
saw a replica of the 5-watt transmitter
that first began broadcasting at KNX
in 1920. Parts to rebuild the trans-
mitter were borrowed from other sta-
tions as the original no longer exists.
The station is now 50,000 watts.
General Manager William D. Shaw
was temporarily dispossessed from his
office while pictures were taken of the
pile of mail on his desk. After the
photos were taken, he was named
network sales manager for CBS Radio.
(See Newsmakers, SPONSOR, 17 October
1955, page 120.) * * *
Ratlio stations promote advertising among local bakers
Over 175 radio stations in the coun-
try are profiting from the 1955 adver-
tising campaign being conducted by
the Waxed Paper Merchandising Coun-
cil through Ruthrauff & Ryan. Tapes
of waxed-paper commercials were for-
warded to more than 350 radio sta-
tions scattered throughout the country
and more than half are reported to
have sold bakers on using them in
their advertising.
This promotion is part of the nation-
al campaign by the Council to demon-
strate the superiority of waxed paper
as a protective wrapper for enriched
white bread. The national campaign
is designed to help local bakers tic
in on a local basis; according to R&R
it has resulted in a return of $6,000 in
advertising for every $1,000 spent by
the waxed paper industry group.
One phase of the campaign featured
a traveling group of three midgets and
a young lady titled Miss Waxed Paper.
The group toured selected markets at
a scheduled pace, visiting local super-
markets where the midgets entertained,
drew crowds for Miss W. P.'s talks on
the advantages of waxed paper and
the nutritional values of enriched white
bread.
Advertising is conducted on radio
and tv as well as in print media in
these markets to draw consumer at-
tention to the visits of Miss Waxed
Paper. This local radio and tv busi-
ness is in addition to the tapes supplied
by the Council for sale to bakers in
other markets wishing to join in this
over-all campaign. * * *
Chicago shopping center
boosts sales via radio
One of the latest RAB folders deals
with the problem of getting downtown
Chicago's businessmen to advertise on
radio. Ihe four-page success story
relates the effect that a year-and-a-half
of radio advertising had on business
in the city's State Street area. While
using radio in 1954, State Street in-
creased its share of the total business
in the vicinity, although the period
was considered a particularly difficult
one by most merchants.
The State Street Council found that,
after the 18-month effort. 71' r' of
the shoppers in the Chicago area could
identify its slogan. In the promotion
piece, "State Street Fights Back —
\\ ith Radio," the council president,
Randall Cooper, comments, "We rec-
ommend it (the campaign) heartilv to
other downtown associations for their
joint advertising efforts. * * *
Briefly . . .
Another example of television sta-
tions and their personnel doing able
work toward community projects was
noted when Lawrence H. Rogers II,
vice president and general manager of
WSAZ and WSAZ-TV Huntington, W.
Va., received a community service
plaque for his activities in organizing
the annual United Fund appeal. Rogers
Rogers (r.) gets United Fund plaque from Fox
served as the first president of the
Huntington United Fund and was
honored for "outstanding community
service and leadership in behalf of
Health-Welfare-and-Recreation Services
of Huntington, \Y. Va." The 1955
United Fund president, Dave Fox Sr.,
made the award on the WSAZ-TV
News Picture late last month.
i Please turn to page 80)
70
SPONSOR
Riddle:
Why is nighttime radio
like a rambunctious boy?
They've both been sent out of the living room!
rhe family isn't sitting in the living room listening to radio any more.
'eople are listening a new way — in the bedroom, the workshop,
he kitchen, the car. Radio listening today is a personal pleasure ... an
ntimate activity for the individual rather than for the living-room
rroup. Because of this new kind of listening — personalized listening —
ABC Radio has developed a new kind of nighttime radio . . .
onalized programing!
NEW SOUNDS FOR YOU
starting Oct. 26 — and continuing every Mon. thru Fri. (7:30—10 PM,
I VT). NEW SOUNDS FOR YOU are specially tailored programs
for today's listener. Each regularly scheduled half hour is made up of
< cjularly scheduled 5-minute and 10-minute feature segments . . .
plus a 5-minute newscast. For the first time, listeners can tune in to five
minutes of radio, ten minutes of radio . . . and get a complete unit
..lively, informative, personalized listening on a continuing basis.
Sponsorships of regularly scheduled segments of this
NEW SOUNDS FOR YOU concept are available at a remarkably
low price. Get in on nighttime radio's newest, most efficient buy.
Phone ABC Radio today !
Ill,
G
...the new sound of ABC Radio
TOP WINNER.
FIRST PRIZE
Paul Miller, Timebuyer
Couchman Advertising Agency, Dallas
I In- only thing an agency has to sell i- it- labor. Labor
is governed by time. And time is precious. The more
you ran save, tin mori there is available to 'I" bigger and
better things for your clients.
In this agency we never buy stations. We bin
"listeners". The most listeners. The right kind of
listeners, as governed by product potential. And
in line with the listening habits and preferences
of a particular market.
A quick glance at the "Buyers' Guide'" provides
the preliminary screening without searching
through mountains of material."
21" RCA Color TV Set
11 WINNERS IN SPONSOR
RESTIGE?
WITH*
THE BUYERS' GUIDE contest is
over, and the winning entries of
11 advertising men and women are
reproduced on these pages.
Contestants were asked to furnish
TO$in statements on "How I Use the
BUYERS' GUIDE to STATION
PROGRAMING."
Up to deadline time 126 entries
were received, of which 118 were
from Agencies and Advertisers.
The Judges were R. David Kimble, Director of Local
Sales and Service, Radio Advertising Bureau;
Lawrence Webb, Managing Director,
Station Representatives Association; and
Pete Cash, Director of Station Relations,
Television Advertising Bureau.
Paul Miller's First Prize victory was clear-cut.
But the Judges inform us that beyond that
point the selections were difficult.
To all who entered and didn't win, we say thanks
and better luck next time. To all who intended
to enter but didn't . . . sure you could have written
a better answer, but why didn't you!
And to the 11 winners, whose names and entries
are listed below, we sincerely hope you
enjoy your prizes as much as we
enjoy sending them to you.
WINNERS 2 THRU 4 . . .
Second, Third, and Fourth Prizes — RCA Clock Radios
2ND PRIZE
Jayne Shannon, Timebuyer
J. Walter Thompson, New York
"I use it as a "tool" in pre-selling. It's used in determining
whether it's possible to deliver to clients a spot campaign
to a specific segment of the market."
3RD PRIZE
Kay Knight, Timebuyer
Cordon Best Co., Chicago
"My biggest practical use for the "1955 Buyers' Guide" is in
an Account Executive's Meeting or a Client Meeting. When
called into a meeting with no warning and consequently no
preparation, I collect my Rate Book, myself and my "1955
Buyers' Guide" and off I go, con6dent that if I don't have the
answer on a station's programing, my "1955 Buyers' Guide"
will come to the rescue. Quick as a flash, with a turn of the page,
the "1955 Buyers' Guide" furnishes the programming character,
audience interests or the facilities of the individual stations.
It saves the day."
4TH PRIZE
Cliff Botway, Timebuyer
Dancer-Fitzgerald-Sample, New York
"I use the "Buyers' Guide for Station Programing" as an
invaluable aid in judging the character of radio and television
stations. The things that cannot be measured by surveys,
ratings, rates and engineering data is the influence of a
station on its listeners or viewers. This attitude of the consumer
towards the media makes all the difference in the acceptance
of a product advertised on a station.
The "Buyers' Guide" by giving program information,
audience interest and appeal, provides this key to station
"personality" in one handy unit— information that previously
had to be gathered from long experience and contact."
HOXORABLE MENTION: Mary Ellis, BBDO, New York • £*"
New York • Af. /. Stephan, Allen & Reynolds, Omaha • AllcUA
John Moreno. Cunningham b Walsh, New York • Nelson L. Gi *
BUYERS' GUIDE" CONTEST
-»•
WINNERS 5 THRU 11
Filth through Eleventh Prizes,— RCA Portables
."^ III PRIZE
Evelyn R. V audi >rplo< ■£, Timcbuycr
Arthur Meyerhoff, Chicago
"With clients interested in special audiences, such as
farm, negro, mcxican-amcrican, etc., we have been able to
come up with some quick, specific facts about these groups.
We just consulted the little "vignettes" introducing each of the
special sections in the BUYERS' GUIDE. The terse, pointed
data made us look real "great" in the minds of questioners.
M H PRIZE
Edward A. Fonte, Director of Media
Joseph Katz Co., IN'ew York
'I look upon it as a valuable reference in the planning stage of a
campaign. To get down to brass-tacks on how various stations
progTam there's nothing die like BUYERS' GUIDE.
It pinpoints the up to call."
7TH PRIZE
George Polk, TV-Radio Supervisor
B.B.D.O., New York
'BUY'ERS' GUIDE is a tantamount to calling all the reps:
When a client wanted a particular audience in a hurry, I use
the Guide to establish I) which stations were catering to the
audience (in one instance Negro, in another, foreign.) Then
2) to determine which stations specialized most in a
particular area and would be most effective."
8TH PRIZE
Kay Ostrander, Timebuyer
Dan B. Miner Co., Los Angelc-
l vise BUYERS- GUIDE TO STATIC PROGRAMING
as a key to safe buying for clients who v live commercials
since it is impossible to police or monitor out-of-town buys
satisfactorily I have found that a local personality will give
my clients more than their monev's worth— commercial-wise
and merchandise-wise. Even though the ratings may not be
.is high as daytime movies or film properties, the loyalty of
viewers and the impact of live commercials are There."
9TH PRIZE
Arthur 5. Pardoll, Dir. of Broadcast Media
Foote, Cone & Belding, New York
"One of Buyer's Guides great advantages is that it saves time
by providing information in easy to use form Of particular
value are the specialized directories.
Recently two different clients wanted to know in a matter of
hours which stations had kitchen and fashion programs. It was
desirable to disseminate information about a food ingTedient
and a woman's apparel in a climate, where the audience v..n
geared for cooking tips and good grooming. Through
Buyers' Guide we were able to gather this information quickly.
Buyers' Guide is the only service that defines the program content
of homemaking programs throughout the countiv
10TH PRIZE
Lester Rosskam, Jr., Adv. Mgr.
Quaker City Chocolate & Confectioner} Co. Inc.. Phila. Pa.
"PROBUEM: Which T.V. Station in 11 Major Market!?
PROGRAM: "Ramar of the Jungle"
COMMERCIALS: Film.
SOLUTION: Used BUYERS' GUIDE data for name of station
with high per cent of child shows.
\t Agencj I eve! lontacted Station Representative as indicated
in BUYERS' GUIDE.
At SPONSOR level contacted station personnel as indicated
in BUYERS' GUIDE.
Double envelopment tactics yielded fine time slots on he«t station.
Thanks for assi-t. rtuscrs' Guide."
11TH PRIZE
Vim Janovricz. Tinulm v 1 r
Ogilvy, Benson. Mather. Inc.. New 1 ork
"I have used the "BUM R-- GUIDE to STATION
PROGRAMING a number of times. It is an invaluable aid
in preparing an analvsis of stations to use in any given schedule
when a specific program tvpe is the objective. It has also helped
us evaluate copv needs for specific areas by an immediate check
of exposure opportunity of stations in that area for
maximum copy effectiveness."
'••■Siern-Tiogo, New York • .Vina Flinn, Doyle, Dane, Bernbach, Sew York
Vompson, Sew York • James J. Neville, Dancer-Fitzgerald-Sample, Sew York
**~ Richards.. Sew York
Ka\ Lloyd, Soiman. Craig c kummell, Sew York • Elenore Scanlon, BBDO.
J. T. Hart, Lynch & Hart, St. Louis • Fran* Sihernttil, BBDO, New York •
Wm. hi. Monaghan, John C. Dowd, Boston • Vera Brennan, Scheideler. Beck it It • • ■. \ ■ York
MANISCHEWITZ
Continued from \ ■
individual commercial that counts, but
the accumulated frequency.
I\. bj contrast, is valued for its
al>ilit\ to achieve "impact." For this
reason high frequency i- not as vital
when used in conjunction with a satu-
ration radio schedule. At the same
time, Erequenc) is naturalh desirable
where it is available within the budget
limitations.
Monarch's radio saturation approach
employs the "stagger" method. The
firm seldom buys announcement strips,
but will tr\ to vary them within an
hour or half hour of each other on suc-
cessive days. For example, an an-
nouncement that is heard at 2:00 p.m.
on Monday might be heard at 3:00
p.m. Tuesday, 2:30 p.m. Thursday, and
so forth. Since there may be as man)
as 10 announcements on the station
during the day, it is easy to see how
"staggering" can create the impression
that Manischewitz Wine is on all da\
long.
Add to this bombardment a few
well placed tv announcements and you
come up with a pretty hard-hitting
campaign. A case in point is the S\ i a-
cuse example mentioned earlier. To
the 90 radio announcements were add-
ed the following: the 20-second period
on WHEN-TV Sunday at 11:00 p.m.
following What's My Line, which Pulse
rated at 37.0 last February. The suc-
ceeding news show rated a 24.7.
On WSYR-TV at the same time, the
Monarch announcement followed The
Bob Cummings Show, rated at 19.0.
The two after-ll:00 p.m. one-minute
periods on WHEN-TV pulled a 10.5
and an 11.0
Daytime radio, nighttime to: Ra-
dio schedules are strictly daytime oper-
ations for Manischewitz Wine, with
6:00 p.m. as announcement curfew in
tv markets. Leslie Dunier, director of
the radio-tv department, reports that,
with the adult male and female audi-
ence desired, announcements will usu-
ally start with the wake-up period,
arond 7 a.m., and continue strongly
through the morning drive-to-work
period.
In Binghamton, N. Y.. the schedule
starts at 6:30 a.m., for in this town
several large plants begin the morning
shift at 7:00 a.m.
As might be expected, the drive-
f. \cic stations on air*
CITY 4 STATE
BISMARCK, N. D.
MAYAGUEZ, P. R.
01 TY t 8TATE
BOSTON, MASS.
MINOT, N. D.
CALL CHANNEI
LETTERS NO.
ON-AIR
DATE
ERP <k*)«* Antenna NET
Visual (ft)"* AFFILIATION
STNS.
ON AIR
SETS IN
MARKET*
(000)
PERMITEE. MANAGER. REP
KBMB-TVi 12
WORA-TV 5
10 Oct.
1 Oct.
13.2 310
1.48 1,990
KFYR-TV 25
None NFA
North Dakota Bestg. Co. Inc.
John W. Boler, pres.
Radio Americas Corp.
Alfredo R. de Arellno. Jr., pres.
II. JVetc construction permits*
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT ERP (kwV
Visual
Antenna
(ft)"*
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER. RADIO RE
38
10
12 Oct.
5 Oct.
140 459 WBX-TV 1,332
WGBH-TV
WNAC-TV
29.5 90 KCJB-TV 28
H"her« Mayer (o&o), d b as
AJax Enterprise*
Meyer Bcstg. C«.
Etta Hoskins Meyer, pres.
F. E. Fitzsimonds, exec. v.p.
Iff. \ew applications
CITY tV STATE
MONTROSE, COL.2
CLOVIS, N. M.
ROSEWELL, N. M.
COOS BAY, ORE.
DEAD WOOD, S. D.
CHANNEL
NO.
DATE
FILED
ERP (kw)"
Visual
Antenna
(ft)*"
ESTIMATED
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATE
10 30 Sept. .186 —91 $24,000 $15,000
12 30 Sept. 29.74 219 $210,500 $144,000
10 30 Sept. .305 200 $50,767 $138,000
16 7 Oct. 21.7 590 $74,800 $48,000
5 30 Sept. 1.221 568 $52,933 $78,000
None
None
Western Slope Bcstg. Co. Inc.
Rex. G. Howell, pres.
Ruth Howell Kendrick, v.p.
KICA. Inc.
Mae Strauss, ehrtnn.
Garfield C. Packard, pres. &. treas.
i/c\a/C TV Taylor Bestg. Co.
r\3YTj-iT Wm c Jaylor pres
Gene Relschman, v.p.
None
None
Pacific Television Inc.
Robert P. Booth, pros.
C. H. Fisher, v.p.
John. Eli &. Harry Daniels d b as
The Heart of the Black Hills Stations
BOX SCORE
U. S. stations on air
Markets covered
U. S. tv sets (1 July '55) _
4I3§
258 §
36,477,0001
•Both new c.p.'s and stations going on the air listed here are those which occurred betwe
19 September and 1 October or on which information could be obtained in that period. Static
are considered to be on the air when commercial operation starts. "Effective radiated pow
Aural power usually Is one-half the visual power. •••Antenna height above average terrain (i
power usually is one-half the visual power. ♦••Antenna height above average terrain (t
above ground), tlnformation on the number of sets in markets where not designated as bet
from NBC Research, consists of estimates from the stations or reps and must be deemed approi
mate. §Data from NBC Research and Planning. NFA : No figures available at presstli
on sets in market. 1KBMB-TT will rebroadcast programs of KXJB-TV, Valley City, N.
^Station will operate as a satellite of KFXJ-TT, Grand Junction. CoL for first year and reoel
no revenue.
74
SPONSOR
Out where the west grows
fastest/ That's San Diego .
a market that spent
$65,597,000 for Lumber -
Building Materials and
Hardware in 1954. In this
category, San Diego is . . .
BIGGER-
THANW
MARKET in the sale of
Lumber and Building Materials*
YOUR PETRY MAN!
BUFFALO, N. Y.,
KANSAS CITY, MO.,
MIAMI, FLA., OR
DALLAS, TEXAS
*Sale$ Mgf. Survey of Buying Power, 1955
KFMBl^TV
WRA7IIERALVAREZ BROADCASTING. ISC.
REPRESENTED BY PETRV
SAS DIEGO. CALIF.
America's more market
31 OCTOBER 1955
75
home period comes in for special at-
tention. This, too, may vary from a
common 4:00-5:00 p.m. segment to a
3:00-5:00 p.m. period in a city like
L09 Angeles.
As a rule, Monarch does not buy
radio programs, but since it concen-
trates on independent stations for the
most part, its announcements usually
are found in music-and-news shows.
Special care is taken to avoid partici-
pations in shows with large teenage
audiences, for obvious reasons.
In tv, Monarch is up against the
common problem of finding good peri-
ods. Garrett Wine Co. of Brooklyn
pulled out of tv completeh this year
for this reason and is concentrating
all its air funds in spot radio. (See
"Virginia Dare comes back to 'full
strength' radio," sponsor, 4 April
1955.) Garrett says it prefers strong
radio schedules to fringe tv periods.
Monarch takes quite another view.
It is in the fringe periods that the
kosher wine house has built its tv
niche. The thinking is explained by
Dunier: "Naturally good 'A' time is
desirable and we like a Dragnet spot
along with everybody else, but 'C'
WFBC-TV Swamps Competition
in Carolina 4-County Pulse Survey
PULSE SURVEY OF TELEVISION AUDIENCE INDEX
SHARE OF TELEVISION AUDIENCE APRIL 1955
TV Sets
Station
Station
Station
Station
Other
Time
In Use
WFBC-TV B
C
D
E
Stations
SUNDAY
6:00 A.M.-12:00 Noon
21.3%
100%
0%
0%
0%
0%
0%
12 Noon-6:00 P.M.
33.4%
81%
12%
1%
1%
1%
4%
6P.M.-11:45P.M.
43.17c
65%
18%
6%
3%
3%
4%
MON. THRU FRI.
7:00 A.M.-12:00 Noon
14.3%
65%
32%
0%
0%
0%
3%
12:00 Noon-6:00 P.M.
22.9%
63%
27%
6%
0%
1%
3%
6:00P.M.-Midnight
40.7%
61%
14%
11%
5%
4%
5%
SATURDAY
10:00 A.M.-12:00 Noon
28.2%
62%
37%
0%
0%
0%
1%
12:00 Noon-6:00 P.M.
29.3%
43%
41%
4%
1%
6%
5%
6:00 P.M.-Midnight
48.1%
52%
27%
11%
3%
3%
4%
*The four counties are Greenville, Anderson, and Spar-
tanburg, S. C. and Buncombe (Asheville), N. C. . . . counties
with Population of 559,300; Incomes of $726,284,000; and
Retail Sales cfi <U» 1,774,000.
For furthei lruormation about this PULSE SURVEY and
about the total WFBC-TV Market, contact the Station or
WEED, our National Representative. Ask us also for details
of the latest ARB Study.
"The Giant of
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
time offers much, too. In the first
place, you can usually get a one-min-
ute period easily in the late-evening
hours, while it is scarce, indeed, earlier
in the evening. So far as we are con-
cerned, a one-minute period offers far
more opportunity to do a real sales
job than the shorter period.
"Second, you are often able to get
a more efficient buy. For example, let
us say that in a two- or three-channel
market a station has a period at 8:00
p.m. with a rating of 30 and one at
11:00 with a rating of 15. The 8:00
p.m. period is 20 seconds long and
costs $175. The later period is one-
minute long and costs $60, or less
than half.
"The eight o'clock period may give
a larger absolute audience, but the
later one will cost less proportionate!).
In other words, the later period can
often deliver a better cost-per- 1,000.
You can buy three commercials in
'C time for the price of one in 'A'
time, get 50% more gross impressions
and nine times the commercial length."
Judging stations: On radio it's the
station as a whole that is bought rather
than the individual period; therefore
the station as a whole is judged in
the competitive situation. The Mogul
Agency works with three primary
criteria: average ratings, coverage and
cost, audience composition.
So far independents have been the
backbone of Monarch advertising be-
cause Wyner believes they can deliver
saturation at extremely low cost, aver-
aging under $1 -per- 1,000, which is
the ceiling informally set (The tv
ceiling has been set at $2.) Occasion-
ally network radio stations are em-
ployed, particularly where program-
ing resembles that of the independents.
Where there is only one channel in
a market, tv station selection is ob-
viously no problem, and heavy sched-
ules are often desirable. As the num-
ber of channels increases, price con-
siderations begin to loom larger along
with competitive ratings. Monarch
likes to buy package plans, which may
give as high as 50% discount on heavy-
long-term commitments.
Merchandising is regarded as an im-
portant adjunct of air advertising by
Emil Mogul, and stations are requested
to provide store visits, dealer letters,
etc. But a station's merchandising
support is not basic to evaluation and
selection for use in the campaign, the
agency maintains.
76
SPONSOR
-^. W c—
"You mean to tell me they got other stations too? What in tarnation fer?"
31 OCTOBER 1955 77
l\
4I.5X
WatchX Channel 2
:^::i'f^;::vi:;::^iiK^i-^^i To,o! Mome* ' v *
TJ NSl'AREA Induda M*,o A,.. 491,400 436,000
I I METRO AREA: Inner portion 416,300 375,900
•NIELSON STATION INDEX (A C NIELSON CO. JULY 19551
SHARE OF AUDIENCE- July 1955
Sunday thru Saturday
6.00 A.M. to Midnight
(Based on Quarter-hour Homes reached
by THREE Baltimore TV Stations)
WMAR - TV, Total Area 46.5%
WMAR-TV NSI Area 44.8%
The Nielsen report embraces all viewing
in the area shown on the above map,
i.e., homes sampled include Baltimore
City, small towns, farms, telephone and
non-telephone, etc., on an accurate
county-by-county basis.
6.00-6.45 P. M.
CARTOON FUNNIES
and GENE AUTRY
WMAR-TV Share of Audience:
NSI AREA-51.6%
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York, Detroit. Kansas City, San Francisco,
Chicago, Atlanta, Dallas, Los Angeles
Assisting the timebuying operation
is the specialized knowledge of Nort
Wyner, who is also account supervisor
on the Rayco seat cover account. An
important part of his job is visiting
Rayco markets and working closely
with stores and stations. At one peri-
od he was on the road for months at
a time.
As a result, he reports, he will often
he able to bring personal insight based
on direct knowledge to market evalua-
tion. "There are certain stations," he
says, "which you know are no good
for your purpose. Experience has
taught me in those cases that to use
them is to throw money down the
drain. Similarly, you know from first-
hand experience that some stations
are powerhouses."
Wyner's direct knowledge of and
feeling for many markets is obvious
in conversation. To many account
men a station is just a series of call
letters in some vague town west of
the Hudson that the timebuyer has
suggested. To Wyner it is an indi-
vidual entity with a definite personal-
ity, known strengths and weaknesses.
The Mogul agency is regarded by a
number of reps and stations as a hard
bargainer when it comes to buying
announcement packages. Mogul is
proud of the reputation. Says Wyner:
"Our job is to buy as much time for
the client as we can with the budget
we have. We ask for no exclusive or
special deals not available to anyone
else. But we want the best buy we
can get."
Successful jingle: Heart of the
Manischewitz commercial approach is
a jingle running in both media. It was
composed by agency v.p. and copy
head Myron Mahler at the time the
agency took over the account in Jan-
uary 1954. Seth Tobias, Chairman of
Mogul's Plans Board, relates that
Meyer Robinson, general manager of
Monarch, was so enthusiastic over the
audition record, he decided to do
something about it immediately.
Tobias relates that a number of ver-
sions of the jingle were sent to about
200 d. j. personalities to find out
which one they felt would be most
effective. One version stood out above
the others, in the opinion of most of
the d.j.'s. The response was so defi-
nite, Tobias says, that the audition
recording of this version was put on
the air for a month before the final
disks were readv.
The jingle is regarded as one of the
outstanding of recent years. It is the
famous "Man oh Manischewitz" re-
frain, whose copy points are signposts
of the great change in wine prefer-
ences that has taken place in the United
States:
Man oh Manischewitz Kosher Wine
for me
Man oh Manischewitz sweet as wine
should be
Manischewitz Wine is balanced —
sweet, you see
Yes, the best there is . . . is Mani-
schewitz's
Man oh Manischewitz . . . what a
wine.
Talking copy goes on to claim that
Manischewitz is "the "largest-selling
wine of its kind — even in Southern
California . . . Manischewitz is found
in more homes than any other brand."
It makes a special point of kosher and
pure.
The background: The kosher, or
sweet, wine story starts back in 1936,
when the Monarch Wine Co. began
producing a Jewish holiday wine for
the B. Manischewitz Co., which was
known primarily for its matzoh, a
large unleavened biscuit traditionally
A GOOD REASON
Brown E. Moore,
Newscaster
Fifteen minutes twice
daily
7:45 A.M. and 12:45
P.M.
High Hooper Rating
WHY 77 ADVERTISERS RENEWED
AND 17 INCREASED SPOT SCHED-
ULES ON KANV . . . THE ALL NE-
GRO AIR PERSONNEL STATION IN
SHREVEPORT
The 50,000 Negro families in the
Shreveport Market area earn more and
spend more on the average than Ne-
gro families in the Dallas, Little Rock
and Jackson, Miss, areas. (U.S. Census)
KANV directs its entire programming
toward this group.
KANV personnel know their audience
. . . know how to sell their audience.
This know-how is ready, and most will-
ing to serve you.
Merchandising your advertising with
car cards and newspapers is part of
KANV service.
Call or wire C. Wilson, Managing Director.
V All II 050KC
KANV
SHREVEPORT, LOUISIANA
78
SPONSOR
Looking for coverage? ...
look to wfmy-tv!
Keep your prospects well covered in the Prosperous Piedmont
section of North Carolina and Virginia with WFMY-TV.
Since 1949, WFMY-TV has been the key salesman to this top TV
market where some 2 million potential customers live, work and buy!
WFMY-TV's 100,000 watt coverage of this $2.3 billion — 46 county-
market means greater sales and profits for you.
Call your H-R-P man today for the full story of WFMY-TV . . .
basic CBS for the entire Prosperous Piedmont.
Now In Our
Sixth Year
uufmy-tv
Cnasi/iec/ £-
GREENSBORO. N. C.
Reprnented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco
31 OCTOBER 1955
79
eaten instead of bread during the
Jewish Passover holida>s. At the time
there was no thought of making the
wine a nationally-advertised product.
Vmong Jews wine had never meant
more than ;i graceful accompaniment
of holida> or wedding ceremonies.
Therefore kosher wines were plugged
mainl) at the Passover period, which
sees much sacramental wine bought
for use at the traditional celebration.
Monarch noted that stocks con-
tinued to move after the holidays, in
time came to the conclusion that the
wine had a greater potential appeal
than bad been realized. It was not
until after the Second World War,
however, that the firm began serious
promotion on a national level. It oper-
ates under a licensing arrangement
with the B. Manischewitz Co.
Continual consumer testing has led
Monarch to believe that the ideal wine
for American tastes should fall some-
where between the sweet and dry cate-
gories. It has just introduced such a
wine, which it classifies as medium-
dr\. and reports that first stocks are
moving swiftly.
Monarch is convinced now that an
(k NElv
NOW!
MAXIMUM
POWER
with 25% more sets than
any other N. C. station
WSJS-TV Winston Salem— now one of
the South 's biggest TV markets! Its
maximum power taps over 4 billion
dollars in buying power and reaches
636,421 TV homes— 25% more than any
other N. C. station! And its heart is
the rich Golden Triangle of key
industrial cities — Greensboro,
Winston-Salem and High Point.
NEW — MAXIMUM POWER— 316,000
watts!
NEW MAXIMUM HEIGHT — 2,000
feet above average terrain.
MORE COVERAGE — 91 counties, in
five states.
MORE — TV HOMES — 636,421 sets.
3,943,000 people.
$4,530,000,000 buying
power.
WINSTON-SALEM, N. C
CHANNEL 12
important factor in growth ol -weet
wines has been the kosher angle. Mon-
arch is loathe to reveal trade secrets,
but it appears likely that the historic
association of the concept of kosher
with cleanliness and purity has con-
tinued to this da\ and that it has made
a greater impression on the country
at large than anyone had suspected.
• • •
TIMEBUYING BASICS
[just out)
40,000 key words by 33
timebnying and timeselling
specialists in the only book
of its kind. Invaluable to
timebuyer, account execu-
tive, ad manager, station ex-
ecutive", reps. $2.00. Write
Sponsor Services, Inc., 40
E. 49th St., New York 17.
ROUND-UP
(Continued from page 70)
The radio audience on wheels does
not mean only car radio listeners these
day. Bicycles with radios are making
their appearance and, naturally, broad-
casters are interested.
Shown demonstrating the operation
of the Huffv Radiobikes is CBS Radio
Radio executives check Huffy Radiobikes
President Arthur Hull Hayes (left).
Trying out another set (right) is
Worth Kramer. WJR, Detroit, general
manager, as Kenvon Brown. KWFT,
Wichita Falls. Tex.. CBS Radio affili-
ates chairman, watches.
WILY, Pittsburgh, recently hosted
a dinner at which ad agency officials
80
SPONSOR
I
^
=7
/
Commander C — , Radio-tv-man Extracurricular,
Arrives Early This Year For the Husking Bee
Who is the distinguished man with the pro-
liferating heaver? Good friends, it will pa)
you to watch for him in a few months. Neither rain,
nor snow nor gabled thatch shall stay his arrival on
the fin-de l'annee scene.
Rut wait! Why is he making his distinguished ap-
pearance in October?
Dear people, the locale is Iowa, where the elixii ol
heady incomes (average gross income of an Iowa
31 OCTOBER 1955
farmer: >IJ.ihhi a year), the \ast prospects (Mr.
We. la. Farraei owns his farm, which is about 178
acres big and worth about $35,000) , and practically
unconstitutional schleppeii'escence*, make it Christ-
mas all tin time. Ah. connoisseurs, you guessed it!
He\ Commander S. Claus, come to shop at the
UNIT stations, completely by-passing (the gay
dog!) out national reps, the K.at/ Agency.
'Roughly translated: Sloop-shoulderednesi derived from ■ -loola
to the 'mpomtm
81
were addressed on techniques of radio
buying in Washington, D. C. Alvin
Q. Ehrlich, vice president of Kal,
Ehrlich and Merrick, was the speaker
and he illustrated his remarks with
transcriptions <d announcements devel-
oped by his agency, the largest buyer
of radio time in the nation's capital.
Alonji with the admen attending the
dinner was John W. Kluge, president
of the Pittsburgh Broadcasting Co.,
operator of WILY.
* * *
As part of the promotion for the
Count of Monte Cristo film series,
TPA recently sent out money clips
fashioned from Napoleons, pieces of
French currency of the period in-
volved. The coin is an important part
of the story line on one show.
* * *
Advertisers will probably be inter-
ested in the recent book out by "Boxtop
King" Duane Jones. The Printer s Ink
publication. "Ads, Women and Box-
tops," was written as told to Mark
Larkin. Packaged goods manufactur-
ers will find the "how-to" sections
valuable, as Jones has 30 years experi-
ence in using premiums in selling pack-
age products. * * •
ELECTRONICAM
{Continued from page 37)
represents Electronicam's network de-
but) for obvious reasons. But the two
other shows have also disclosed some
interesting facts about what Electroni-
cam can do.
One of them is Modern Romances,
sponsored by Colgate, a quarter-hour
self-contained (complete story in a
week) daytime drama strip on NBC.
Wilbur Stark-Jerry Layton Inc., pack-
agers of the show, have shot a week's
worth of film as a test of Electroni-
cam's economy. The test was a severe
trial for Electronicam, since in day-
time tv programing every penny
counts.
The filming of Modern Romances is
also significant in the light of past ef-
forts— none of which have succeeded
— to solve the economic riddle of put-
ting daytime drama, such as soap op-
eras, on film. The riddle in a nut-
shell: How to shoot daytime drama on
film as cheaply as possible since (1)
daytime programing must be low-cost
and (2l rerun potential is still a m\s-
tery. (For a detailed analysis of the
problems of putting daytime drama on
film see "Tv dilemma: how to put soap
opera on film," sponsor, 18 April
1955. i
Another show put on film via Elec-
tronicam is Les Paul and Mary Ford
at Home, a five-minute show placed
on a spot basis for Lambert & Feaslev.
While five-minute film shows are not
common, like daytime drama they can
stand or fall on the issue of economy
and, so, also offer an excellent subject
for Electronicam's cost-pairing claims.
So far as The Honeymooners are
concerned, Jack Philbin. Cleason"s ex-
exutive producer, told sponsor he esti-
mated that production costs were about
25' t less than the multiple-camera
operation used in filming similar
shows, such as / Love Lucy. The latter
show, Philbin explained, is filmed just
about the same way as The Honey-
mooners except that Desilu Produc-
tions uses three regular film cameras
instead of three Electronicam tv-film
cameras.
This means, apparently, that while
the shooting of / Love Lucy is more or
less continuous, with three cameras
rolling at the same time, the lack of
the electronic monitor makes a sub-
stantial difference.
key to the sea • • .
iedo and its industrial wealth are the hub of W
Alar market Toledo is the 10th largest port in tonnage in the
nited States, and will play an even greater part in the nation's
conomy with the construction of the St. Lawrence seaway.
Along with Toledo, WSPD gives you complete saturation of
our 18 county, billion dollar market.
Your sales message will be heard, and your product will be
WSPD — for 33 years the voice of Northwestern Ohio.
WSP
Storer Broadcasting Company
TOM HARKER. NA! SALES OIR. 118 E 57th STREET. NEW YORK
TELEVISION
TOLEDO, OHIO
Represented Nationally
by KATZ
82
SPONSOR
more people
... all the time
watch KPIX
than any other
San Francisco
Station
so says ARB for September
KPIX
Station B
Station C
Mon.- Fri.
Sign-on to noon
69.0
28.9
5.3
Mon.- Fri.
Noon to 6 p.m.
41.9
24.8
30.2
Sunday
Sign-on to 6 p.m.
40.0
36.9
21.5
Saturday
Sign-on to 6 p.m.
40.9
40.3
20.8
Sun. thru Sat.
6 p.m. to Midnight 36.8
34.2
25.8
Call Lou Simon at KPIX (PRospc
>ct 6-5100)
or see your Katz ma
n for specif
ICS.
NO
SELLING CAMPAIGN
IN THE SAN FRANCISCO
AREA IS COMPLETE
WITHOUT. . .
kpi
CHAN
■^f WESTINGHOUSE BROADCASTING COMPANY, INC.
s ©
CHANNEL
SAN FRANCISCO, CALIFORNIA
WBZ WBZA . WBZ TV. tUin..
KYW . WPTZ. PhUJtlphi*
KOKA'KDKATV. P,//,4»^A
WOWO. / ■; uJ}„r
tUwJ
Rtprruwtrd by free C Prien. Inc.
KPIX. Sa» Fnuafcv
Rfpwtwltd by Thf KmIz Agtwcy
31 OCTOBER 1955
83
on the Pacific Coast,
"Women consider Don Lee
more influential..."
from a survey by Dr. Ernest L. Dichter
Using techniques which have made Motivational Research a by-word in the advertising
industry, Dr. Ernest L. Dichter and the Institute for Motivational Research, conducted a
survey of Pacific Coast network radio for the Don Lee Broadcasting System.
excerpt from the survey: "58% of all women responding mentioned a Don Lee station
as the one most listened to; only 42% named all other stations combined. 66% of
these respondents mentioned a Don Lee station as the most influential in shopping
decisions.'*
That "Women consider Don Lee more influential" was only one of
the many personality traits Dr. Dichter found responsible for the
dominance of the Don Lee Broadcasting System in Pacific Coast
radio. The Institute for Motivational Research was able to isolate and
measure many such characteristics, which taken all together, con-
stitute a new dimension to be added to the factors of cost and rating.
Don Lee is
Pacific Coast
Radio
For a viewing of the film presentation, "The Depth of Penetration
of an Advertising Medium," write to H-R Representatives, Inc.,
or to the Don Lee Broadcasting System, 1313 North Vine Street,
Hollywood 28, California.
84
SPONSOR
The Honeymooners \ia Electronicam
i- -till more expensive than li\<-. W bile
an actual comparison with last yeai i
show i- not possible, since it was an
hour long, Philbin estimates thai even
though rehearsal time would be the
same, below-the-line costs for the
Electronicam version of the program
are about 109! more than ■ li\«' half-
hour version would be. Film stock
;iiiil processing is, of course, an im-
portant factor here. \l>o\ i-tlw-linr
. oats are higher, but only where union
minimum- Bpplj (SAG, rather than
\l I I! \. minimum- are being paid)
since, of course. Gleason, Carney,
Meadows, el al get well above mini-
mum.
Based on these estimates, l.lectroni-
Cam puts the cost of a show some-
where between conventional film and
hve. Just where. Philbin points out.
depends on the type of program. \
panel show, he said, would be much
simpler to shoot than a varietj -how.
Though Electronicam shooting is
more expensive than live. Gleason ends
up with his show on film, with all the
rerun possibilities that implies. Buick
will rerun L3 of the Gleason show- thi-
ooming summer. When the Gleason
shows were live, said Philbin, kines
were used only in emergencies, one
reason being union regulations.
In the shooting of Modern Ro-
mances. Wilbur Stark told SPONSOR,
total camera time for the Electronic am
version was not much longer than the
live version, including on-the-air time.
The Electronicam took a total of nine
hours, compared to seven-and-a-half
for the usual live strip. However,
Stark said, the Electronicam's nine
hours could have been cut. He ex-
plained that as long as the show was
going to be on film he and his partner
figured the\ might as well take advan-
tage of it. So a story that involved
costume changes was used. (Of course,
the live version can accommodate cos-
tume changes in between daily epi-
sodes, i
Stark said he was able to keep addi-
tional film "takes'" to a minimum.
lake- came to a 1.3-to-l ratio. That
ir. lor the 60 minutes of program time
Modern Romances takes up over a
week's period, the actual shooting took
•W i longer, or about 78 minutes.
Hollywood-type camera work (aside
from multiple cameras ) , Stark said, in-
volves a 3-to-l ratio of takes: 60 min-
utes of program time would take 180
so you're interested in
STATIO
PROMOTION.'
Being the dominant station in the Wheeling. Steubenville Market by every accepted
method of audience measurement, we could sit back on our laurels, but, because
we believe a good TV program will do a better job for the advertiser if properly promoted, we
give our advertisers every possible assistance,
resulting in this remarkable record
2. MARCH, 1954
Runner-Up promotion prize "The
Bob Hope Show": Young & Rubicam
for General Foods.
3. APRIL, 1954
Firtt Priie in Nolion for promotion
of "The Big Story": Sullivan,
Stauffer, Colwell & Bayles for Pall
Mall Cigarettes.
4. OCTOBER, 1954
Second Prize in Notion for pro-
motion of "Lux Video Theatre":
Lever Brothers for their products.
5. NOVEMBER, 1954
Runner-Up merchandise prize for
Bulova spot campaign: Biow.
Strictly a merchandising award.
6. DECEMBER, 1954
First Prize in Nation for "Football
Forecasts": B.B.D.O. for DuPont
Zerone and Zerex. Promotion and
Merchandising award.
7. MAY, 1955
Firtt Prize in Nation for "Lux
Video Theatre": Lever Brothers for
their products. Promotion and
merchandising award.
8. JULY, 1955
First Prize in Nation for "The Bob
Hope Most Beautiful Bride Promo-
tion": Bureau of Industrial Service
for General Foods.
In every case there were more lhan 75 sfafroni compering for rfieie owordi.
And WTRF-TV has conducted some other outstanding local
projects: "Annie Oakley Shooting Match," "Clarabell the
Clown Promotion," "Spring Fashion Parade," "The
Fairmont Story," "Wheeling Old-Fashioned Bargain Days
Event." "Better Homes Shows," "Wild Bill Hickok
Shooting Match." etc.
When planning any TV program, consider WTRF-TV's
dominance: its aggressive promotion and merchandising
know-how: its 316.000 watts— truly the BIG station in a
rapidly growing Billion Dollar Market. For availabilities.
call Hollingbery or Bob Ferguson, VP and
General Manager, Wheeling 1177.
WHEELING, W. VA.
TV
y
316 000 WATTS
Equipped for network color
31 OCTOBER 1955
85
minutes of actual shooting time.
The cost imperatives faced by Stark-
Layton make it necessary to process as
little film as possible. Film stock is not
expensive but developing costs can add
up. In the script for the Modern Ro-
mances show that was shot before the
Electronicameras, the "taking" cam-
era is noted. This means that only the
film that will eventually be used on
the air (and, perhaps, a few extra
shots just in case) is processed. The
rest is thrown away.
In the Gleason operation film from
all three Electronicameras plus a kine
from the "take" monitor is processed.
The kine is used as an editing master.
However, at times Gleason or whoever
second-guesses the director may sub-
stitute another shot for the one in the
kine.
The Les Paul-Mary Ford show,
which is placed locally as a strip, is
shot with a kitchen background. Be-
fore Electronicam was used, the actual
kitchen of the couple's New Jersey
home was used. Last season the first
35 of the 105 shows they did was shot
at the rate of about one a day. This
year the first third of the shows was
wrapped up by Electronicam in nine
days with the kitchen duplicated at
the Du Mont Telecenter.
Live on film?: When it was first an-
nounced that Gleason would use the
Electronicam system there was a big
to-do about how the system would en-
able Gleason to provide the same live
atmosphere even though the show was
on film.
This could be accomplished, Gleason
felt, because the show would be shot
as it was shot live: in continuous ac-
tion. The Honeymooners is wrapped
up in about 35 to 40 minutes with ma-
jor breaks taken only for reloading
the cameras, which can shoot 22 min-
utes at a time. There are also occa-
sional breaks for set and costume
changes.
Gleason also felt that shooting be-
fore an audience would provide a live
atmosphere. The audience of 1,200
at New York City's Adelphi Theatre
could give the lift that veteran per-
formers need to keep them at peak
form and the audience response would
keep the actors from stepping on one
another's laughs.
The CBS comic tries hard to main-
tain this live feeling. If a joke lays
How to "Make Yourself at Home" in . . .
TOPEKA!
To get your product in the home,
you've got to get your message
there first. And there's nobody
visiting more Topeka homes these
days than Bob Richmond (top
picture) and Frank Jones. Bob,
known for his easy-going manner,
builds a healthy rating on "To-
peka Timekeeper Time," 7:20 to
7:55 mornings. From 2:35 to 5:00
afternoons, Frank Jones builds his
"W'REN's Nest" of the top tunes
and late news flashes. Why not
ask your John E. Pearson man for
full details? They're both avail-
able for participating spots.
5000 WATTS TOPEKA, KANSAS
an egg, he lets it set in stately silence
while the cameras grind on. Fluffs and
bloopers appear on the film just as
they did when the show was live.
The idea of shooting before a live
audience is not new with Gleason. /
Love Lucy is shot the same way and
the production methods of this show
differ from The Honeymooners only in
the use of different equipment. How-
ever, there has not been any particular
association of the Lucy show with a
live atmosphere.
If some of tv's critics are correct,
there will be no such association with
The Honeymooners either. Jack Gould
of The New York Times said of the
show's debut: "The sketch was pre-
sented on film recording, which was
not the same as seeing it live, special
process or no." Jay Nelson Tuck of
the New York Post wrote that the
Electronicam "delivers a tv picture as
good as film can do, though still in-
ferior to a live picture." A number of
admen contacted by SPONSOR agreed
in part with these comments.
Said one Madison Ave. agencyman
who expects to film commercials with
Du Mont's system : "It's a remarkably
life-like show, although I think some
of the cuts and technical work could
have been better. It doesn't have quite
the quality of a good film but it does
have some of the impact of a live
show'."
A veteran agency tv v.p. observed:
"That aspect of Electronicam was over-
sold by Gleason's publicity. To me
the point is not whether Electronicam
can masquerade as live. Rather, the
point is: Can it be shot as quickly as
live and at less cost than film? And
can you achieve the spontaneous 'feel"
of a live show, if you want it, even if
v ou cant get a picture that has the
same tonal values as the live pro-
gram (
The publicity regarding the live at-
mosphere of the Gleason show may
have been responsible for a switch in
AFTRA's position regarding its atti-
tude toward jurisdiction over talent
performing in front of the Electroni-
cam's lens.
Last May AFTRA granted writ-
ten approval for SAG jurisdiction over
actors on Electronicam shows. Early
this month (October) a letter sent out
by Alex McKee, acing national execu-
tive secretarv of AFTRA. warned pro-
ducers that the AFTRA code covers all
programs produced "by kinescope or
>imilar device done in the manner of
86
SPONSOR
i.ii
aa an
W
HI
PH
The eyes and ears of more than
1,000,000 homes in Northern California
are focused on Miss KRON-TV
9
rial M
» K ^@B
HH i-tW^M
QQ
120
GOLDEN GATE PLAYHOUSE
AGAIN TOPS LOCAL DAYTIME
PARTICIPATING SHOWS
. . . "Golden Gate's" average 8.6*
rating reaches 98,821 homes each day
. . . 86.9°o of tune-in from 1-3 p.m.,
Monday through Friday . . . weekly
cumulative rating of 25.2 delivers
289,568 unduplicated homes per week
. . . Bonnie Kever's gay and natural
showmanship gives sales-appeal to
live commercials — in color, at no
extra COSt . . . 'August 7955 ARB
SQ
SB,
SQ
K.
Scut 0?%cutcc4ca
AFFILIATED WITH THE S. F. CHRONICLE
AND THE NBC-TV NETWORK ON CHANNEL
]mjmiwMMN^M' ]^
Represented Nationally by Free & Peters, Inc.
No. 6 in the series, "What Every Time Buyer Should Know About KRON-TV"
31 OCTOBER 1955
87
/f you want
NEW ENGLAND'S
use
yours/iareof
No.1 MARKET
wim
BOSTON
live broadcasts." He referred spe-
cifically to shows produced via the
Electronicam system.
When questioned about this stand
in the light of the previous approval
given, McKee said the Electronicam
system had been changed and was no
longer the same as that demonstrated
for AFTRA executives earlier this
year. Du Mont denied any change in
the system of program production and
said that only an improved camera
had been put into use.
So far, no further action has been
taken by AFTRA. The union's action,
however, is a fortaste of the AFTRA-
SAG battles that may come as a re-
sult of technological progress making
obsolete the line now drawn between
live and recorded tv. Video tape, for
example, promises such a battle.
Because of Electronicam, video tape
and the possibility of fee tv's becom-
ing a reality, there have been propos-
als that SAG and AFTRA merge or
develop some kind of joint working ar-
rangement. Such a proposal was
brought to light following AFTRA's re-
versal on the Electronicam issue. It
was learned that Henry Jaffee, AFTRA
counsel, had suggested at AFTRA's
national convention in July that a com-
mittee be appointed to discuss this
and other problems with SAG and
Actors Equity.
Commercials: While use of Elec-
tronicam for programs grabs the head-
lines, there is just as much, if not
more, activity with commercials. A
number of commercial producers are
exploring the possibilities of the Du
Mont system and some advertisers have
already made commercials for air use.
Among them are Beechnut, Ronson
and Blatz, the latter for its new beer,
Tempo.
Electronicam commercials can be
turned out fast, say admen. Beechnut
has made a series at the rate of five a
day. Du Mont reports that one com-
mercial producer completed four com-
mercials in as many hours with Elec-
tronicam, one of them a two-minute
announcement, the others one-minute
ads. The four hours included rehear-
sal time, two takes and titles.
An example of the self-correction
possible with Electronicam was related
by Rex Marshall, one of tv's top an-
nouncers. He said that he was making
a test for a cigarette commercial before
an Electronicamera when he noticed a
flare on the monitor. He quickly ad-
justed the package to wipe out the
reflected light.
"I made a filmed coffee commercial
last week," he went on, "and it took
12 hours. When we saw the rushes, we
found a light flare and we had to do a
retake. *
Another example: During the film-
ing of a commercial an actress held
the product casually toward the cam-
era. The agency production man
watching the monitor asked: "Could
vou hold it squarelv facing the cam-
era?"
"The director told me to handle it
nonchalantly."' she replied. There was
a huddle and it was decided to change
the original shoot in favor of the
more direct advertising angle. In this
case if the adman had to wait until the
rushes, there would have been trouble,
for the actress, carefully chosen for
the commercial, would not have been
around; she took a plane for the coast
right after the job.
Although opticals cannot be made
electronically on film, Electronicam
provides a kine that serves as a guide
for the lab to duplicate the effect on
film. However, camera work can help
set up optical effects that are com-
pleted in the lab. Here is one example:
A commercial made recently with
Electronicam was used to show beer
disappearing in a bottle. Two Elec-
tronicameras were used. One was
trained on a full bottle, the other on
an empty bottle. The two shots, iden-
tical in background, were superim-
posed on one monitor until the bottles
matched perfectly and then the cam-
eras were locked together. Some foot-
age was then run off. The lab then
paired the films and made a dissolve
with the strip of film showing the full
bottle, thus giving the impression of
beer fading out inside the bottle.
What now?: While there appear to
be many advantages to Electronicam,
CHEER DETERGENT USES
KWK
PASADENA* LOS ANGELES
V Spanish Language
\. Station y
representatives:
New York — Richard O'Connell, Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
88
SPONSOR
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with WIAC-TV
CBS BASIC
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contains 2,601,300 people, 726,300 families, and
407,795 TV homes. Fully documented to date are
319,667 TV homes within WLAC-TVs ARB
Area Survey and Measured O.I MV/M Contour.
Buy the maximum — buy WLAC-TV, Channel 5 —
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Buy AREA Impact on WLAC-TV, the Souths Great MULTI-MARKET STATION
. B. BAKER, JR.
xecufive Vice-Presidenf
nd Genera/ Manager
NATIONAL REPRESENTATIVE: THE KATZ AGENCY, INC.
NEW YORK
CHICAGO
DETROIT
KANSAS CITY
ROBERT M. REUSCHLE
National Sales Manager
DALLAS
LOS ANGELES SAN FRANCISCO
there has been no great rush by the
film business to adopt the combination
camera. Yet Electronicam seems des-
tined for a bigger future. Exactly
how big this future will be depends,
apparently, on two things: (1) the
extent of its economy, (2) the speed
with which video tape or other com-
petitive devices are developed.
Economy: Any new device has to be
used a while before all its advantages
can be realized. Producers report that
some of the early estimates on Elec-
tronicam show production costs by
Du Mont were higher than film. One
program packager told sponsor, "The
key to whether Electronicam catches
on right away depends on how Du
Mont intends to amortize its cost of
developing and operating Electroni-
cam. If just a few guys use the cam-
eras and Du Mont piles all its over-
head on them, people are going to be
scared away. Du Mont should price
Electronicam at a rate which it would
charge if a lot of people were using
it."
It is expected that further experi-
ence with Electronicam will teach crea-
tive people and technicians tricks and
methods that can bring down its cost.
Next season should see more activity
on the Electronicam front, since many
advertisers were already committed to
conventional film production methods
this season, when Du Mont's combi-
nation camera appeared on the scene.
And, as time goes on, the people who
wait for someone else to try something
first will finally look over the system.
Other devices: Electronicam is not
the only combination tv-film camera.
A similar camera has been developed,
with RCA cooperating, by McCadden
Productions, the Burns & Allen Holly-
wood producing unit. This is also a
single-lens device. Another West Coast
firm has mounted tv and film cameras
side by side, each with its own lens,
corrected for parrallax — that is, cor-
rected so that the tv camera sees al-
most the same picture as the film
camera.
A British firm, High Fidelity Ltd.,
has tried to interest agencies here in
a high-definition kinescope. This is
a closed circuit device with tv (but
not film) cameras in an 850-line sys-
tem. The idea here is that the 850-line
system would produce a high quality
kinescope recording, thus doing away
with the need for the combination tv-
now
in
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri.
8:00 A.M.-12 Noon
Mon. thru Fri.
12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
W CU6 • • • Akron's only Independent — we're home folks.
TIM ELLIOT, President
John E. Pearson Co., National Representatives
film camera. However, admen who
have seen the system say the kine is
not quite as good as motion picture
film shot the conventional way.
Most important, for the tv-film
camera's future, is video tape. There
appears little question that this future
is tied directly to the rate at which
video tape is perfected. A number of
producers consider the tv-film camera
a stopgap until tape is introduced.
RCA has been talking about intro-
ducing tape in the spring, but it is
considered doubtful that it will com-
pare in quality with regular film right
away. This will give Electronicam
and the other tv-film cameras time to
make the most of their advantages for
the next year or two at least. * * *
TV PROGRAM CONTROL
(Continued from page 38)
the people to know that I'm paying
for what they see. But what do I get
for my $70,000? A minute and a half
announcement in the middle of a big
thing that's got no connection with me
or my product!"
NETWORK: "A minute and a half
in a spectacular costs the same as a
color-center-spread in Life. Have you
ever seen anyone look for a minute
and a half at a center-spread in Life?
Even 20 seconds seems like an eternity.
And they can't tell me that the readers
of Life buy the product, because they
reason that the ads pay for the maga-
zine! Life gets bought by six million.
Last Sunday's "Color Spread" reached
15 million homes. Even conservative-
ly that means 45 million viewers.
Which $70,000 do you think sold more
merchandise?"
AGENCY: "It's supposed to be our
function to kick around ideas with our
clients. To come up with something
that we feel will help sell his product
and then to develop it and try it out.
It used to be like that, but no more.
Today all we can do is look at the
for
time
sales
and space
personnel
contact
richa
rd brough,
d
'rector
time
and space
sales
division
sal
« - in < ii u n 1 i m i
ted
Bg
e ncy
509 fifth ave
, n. y. 17
murray
hill
7-7892
the
employment agency
for sales
re
r son net
90
SPONSOR
it
They talk of Pigeons and Glitch
"Pigeons" are not birds to .1 BeU System
technician. They arc impulse noises causing
spots which seem to fly across the I V picture.
And when lie talks of "glitch" with a fellow
technician, he means a low frequency inter-
ference which appears as ,1 narrow horizontal
bar moving vertically through the picture.
It is important that our technicians ( ,\w de-
scribe the quality of their signals in terms which
mean the same to Bell System technicians in
television operating centers along the line.
Thev continually check their monitors and
oscillos( opes to guard the quality ol the
as it wings .11 toss the nation. If one of them
notes any defect in the picture, he may want
to compare the signal he is receiving with those
received l>\ monitors back along the line. It is
import. nit that thev talk a uniform langi
with prei ise definitions. I hat way they quickly
isolate the point of interference and corrcc t it.
This teamwork along Bill System lines is an-
other item which assures the network that the
signals represent the best possible service that
Bell System ingenuity can provide.
i±~&L
'-VJ
4
t—
(tt&
■
BELL TELEPHONE SYSTEM
PROYiniM; TRANSMISSION I IIXNNlIs l < ,R INIIRIIIY TELEVISION TODAY AND TOMORROW
31 OCTOBER 1955
91
lists of \\ hal the networks have to
offer, and if we're luck) we can find
a participating position somewhere."
PACKAGER: "We used to have a
large number of potential buyers. Now
we have three, the networks. And most
of the time, even if we should come
up with a show they want, they'll cut
themselves in and try to take over
control."
NETWORK: "It's all got to do with
the fantastically high cost of television.
\\ here an agency used to be able to
cut audition transcriptions at a cost
easily within its budget, the companies
able and willing to spend some $30,000
for a pilot film or audition kinescope
are few and far between. That leaves
it up to us. Television is a growing
medium. Things change all the time
and it's our job to present top enter-
tainment to the public. So we scout
around for new programs. We try
to keep our program schedule flexible
to be able to present important special
shows when the occasion arises."
SPONSOR: "The worst thing is that,
with the irregular network schedules,
it's nearly impossible to count on regu-
lar weekly exposure of a program to
our audiences."
NETWORK : "There are still a large
number of regular weekly positions.
Hut the flexibility of our program>
helps a lot of sponsors. When in the
past could a chocolate manufacturer
buy participation in a big show just
once or twice a year, maybe before
Christmas and Easter? The big boys
have no problem. They can always
find top-notch programs and buy the
time for them. It's the little fellow
and the one in between who profits by
shows like Today, Home, Tonight and
by the spectaculars and the specials.
Show me an agency that is willing to
spend $400,000 for an hour-and-a-half
program on speculation, only to then
try and sell it to its clients. If there
is one, our doors are wide open!"
PACKAGER: "I call what we're
doing Operation Vulture. We develop
programs and then we wait for an
existing show to drop dead. Then
we'll jump in and, with luck, we can
sell one of ours."
PACKAGER: "They're going to be
in trouble — the networks, I mean. With
SOUTHWEST VIRGINIA'S PlOrte&l RADIO STATION
NIELSEN
SAMS
BMB
PULSE
HOOPER
ETC.
%6u (%HXfi
/
Use the measurement YOU like . . . be-
cause for 31 years ... in ROANOKE
and Western Virginia the RADIO answer
always comes out WDBJ:
Ask Free & Peters!
Established 1924 ■ CBS Since 1929
AM . 5000 WATTS . 960 KC
FM . 41.000 WATTS . 94.9 MC
ROANOKE, VA.
Owned and Operated by the TIMES-WORLD CORPORATION
FREE & PETERS, INC., National Representatives
control over programing and time, it's
a clear-cut case of monopoly. Like
with the major companies in Hollv-
wood, the government is going to step
in one of these days. I don't know
when, but they're going to. And then
there's going to be another "divorce-
ment decree." You can't have pro-
duction, distribution and exhibition all
in the hands of two or three com-
panies."
NETWORK: "There is nothing even
resembling monopoly. There's strong
competition. Competition between the
networks themselves, competition be-
tween the independent packagers and
us, and even competition between the
sponsors. All we really control is the
time.
AGENCY: It s a fight for supremacy
between the networks. All thev want
is to kill the ratings of the other fellow.
It makes no difference if we and our
client like a program. If the other
network gets a better rating, we know
we're on our way out."
NETWORK: "Certainly we want rat-
ings. We would serve our sponsors
very poorly if, for the sake of one
who happens to like a weak program,
we'd be willing to lose the audience
for an entire night. All following spon-
sors would be hurt."
AGENCY: "The practice of dumping
a sponsor is a viscious thing. We may
have spent millions on developing a
program and an audience and sudden-
ly, when a competing show gets a bet-
ter rating, we're out."
NETWORK: "The term 'dumping'
is unjustified. When we find that we
have a weak program, we try and sug-
gest a change or improvement in order
to strengthen it. We are willing to
work with the sponsor, to help him
along. Only sponsors who are un-
willing to see the necessity of protect-
ing our program lineup will ever face
a refusal to renew a franchise. We
try to bend over backwards to avoid
such a situation. But sometimes it
does happen.'"
$60.00 INVESTMENT
SOLD $1,500.00 in floor covering
via ALL-NEGRO
WSOK
NASHVILLE, TENNESSEE
92
SPONSOR
»
I
the one-station network
in southern California
IX.
liWiinili'.iliil! S'marvelous!
how business keep up — and UP — and UP! at KMPC, Los An-
geles. Of course there's a reason — the wonderful coverage and
SELL-ABILITY of KMPC in Southern California.
Loyal listeners, who keep 710 Los Angeles timet! in regularly,
prompt h respond in buying goods or services advertised by our
( lien is.
If you really want to be "in business" in this fabulous ana — line
up for a preferred selling position on KMPC, the one-station South-
ern California network.
You could buy 38
Stations in Southern
California and still
not get the great
KMPC coverage.
KMPC
710 KC LOS ANGELES
31 OCTOBER 1955
50.000 WATTS DAYS • 10.000 WATTS NICHTS
CENE AUTRY. President R. 0 REYNOLDS. Vice Prcs 0 Cen Mgr.
Represented Nationally by A. M. Radio Sales
Chicago • New York • Los Angeles • San Francisco
93
KKTV
CHANNEL 11
FIRST IN
COLORADO
SPRINGS, TOO
Covering Colorado Springs and Pueblo
for CBS, ABC
television networks
NATIONAL SALES OFFICE
KKTV, PUEBLO, COLORADO
AGENCY: "The networks are per-
fectly justified. There is more at stake
here than the sponsor's right to con-
trol a show or even the packagers'
ability to continue to function as in-
dependent operators. Our entire con-
cept of commercial television was in
jeopardy some years ago when the
complaint about the terrible lack of
quality in tv programing was ram-
pant. If the fee-tv boys had been on
their toes then, free tv today might be
a thing of the past. They weren't
ready then, but they are now, and
they are well financed and determined
to succeed. What is going to happen
to networks, sponsors, agencies and
packagers alike, when they, with huge
sums of cash available through a box-
office gimmick, sign up the Jackie
Gleasons and George Gobels and Max
Liebmans is not hard to figure out."
NETWORK: "We are on record
against fee-tv. The public is being
told that they will get better entertain-
ment at low cost In fact they would
be paying for what they're now seeing
free. There isn't any talent or visual
form of entertainment that we're not
willing to pay for and experiment
with. What better things could they
possibly hope to present? Cinema-
Scope? VistaVision? When things
like this become feasible for the tele-
vision receiver, we will be ready to
present them free!"
NETWORK: "We pride ourselves on
the fact that our programs are the re-
sult of the thinking of many people.
No one man's opinion is reflected.
There are individual producers and
program directors and numerous ex-
ecutives, who have the power of de-
cision on groups of programs. No one
man could possibly be concerned with
the content of all the programs. Even
over-all network policy is not the re-
sult of one man's decision, but rather
the sum total of the thinking of a
group of executives."
PACKAGER: "When we create a
program, we try to achieve artistic
merit, coupled with an appeal to a cer-
tain group of sponsors and the largest
possible audience potential. We do
not take into consideration whether
what the program has to say will ap-
peal to Pat Weaver or Bill Paley. But
every time such a program is sold to
a network something invariably
changes. I do not believe that these
changes are intentional. I believe that
they are the automatic result of people
trying to please their superiors in or-
der to protect their jobs. After all,
that's only human."
FORMER CHAIRMAN OF THE
FCC: "Government intervention is a
two-edged sword. Justified or not, it
usually results in long, drawn-out in-
vestigations, during which all con-
cerned are exposed to influence-ped-
dling and sometimes out-and-out brib-
ery. In the final analysis it is even
hard to convince the anti-monopoly
forces to testify effectively, because,
quite naturally, they feel that their
future livelihood may be jeopardized
if they antagonize the networks. And,
after all, network domination, whether
abused or not, is not the only thing.
Personally, I am not at all certain that
the licensing of a manufacturer and
holder of a patent-pool, such as RCA,
to be the mother company of a net-
work, was not a mistake in the first
place. But that is academic today.
What about the virtual monopoly fel-
lows like MCA and WUliam Morris
have on talent? They can play both
ends against the middle and even the
networks have to do their bidding.
And they like the network position
because, with huge salaries paid their
talent, the 10% commission keeps on
growing."
AGENCY: "In a way, I suppose we
are to blame. We've been selling our
clients on bigger and bigger name
stars, knowing all along that the astro-
nomic salaries could be paid only by
the networks. We haven't got that
kind of money and neither have the
independent packagers or even the
sponsors, who have to resort to alter-
"KRIZ Phoenix warned me to
watch out for pickpockets at the
Fair."
94
SPONSOR
■hirrnrnl
The South Is Different!
By Harold Walker
Have you heard that selling the
South takes a different formula — a
special effort? Wondered about stories
of "a changing South?"' All right,
here's a way to sell the South, in terms
of it's own individual structure.
Let us get over one point at the out-
set. You can make sales in the South.
It is being done right now. There is
one formula that's different. And suc-
cess is not so much a matter of special
effort, as special choice. To get the
best and quickest results you never
peck away with a hairpin, you go get
a tool designed for the job. You never
wade through the final details, but find
a specialized assistant, agent or sales-
man whom you can rely on to under-
stand your problems and interpret
them. In radio station WDIA, Mem-
phis, you have at hand a medium
shaped by the South's own character,
ready to be fitted to your organiza-
tion's needs.
They listen to it: Ten percent of the
Negro population in the United Slates
live inside the WDIA coverage area.
This in itself is a heavy-spending mar-
ket bigger than the Negro populations
of Chicago plus Philadelphia plus Los
Angeles: the biggest market of its kind
there is.
In the Memphis area alone, the bus-
tling and prosperous center of this mar-
ket, 40 percent of the population is
Negro. And these people had never
really been approached until WDIA
31 OCTOBER 1955
started programming for them, there
is still do medium, even those designed
for the Negro readers in metropolitan
sections of the North, which attains a
fraction of Wl'l \ - coverage and ac-
i eptance here.
For WDIA uses Negro voices anil
Negro music. You hear it as you drive
past a barbershop or lunch stand, or
when you turn the dial on \ our own
set — and you can't mistake its rich
flavor. This was a wondrous and joy-
ful thing to these folks from the start.
Their pride and happy sense of owner-
ship— their habit of keeping WDIA
tuned in day and night — their whole-
hearted welcome to the way WDIA
came to them with their rhythms and
accents — have had pretty fabulous re-
sults and still do.
Just one result is the fact that with
WDIA you get the top audience rat-
ings, on all surveys, day and night, in
a city that has seven other stations —
some of them on the air twenty-five
years. The WDIA listeners don't shift
around. They're listeners for good.
Good results, too.
It was this feeling about WDIA, too,
that pushed WDIA from 250 watts up
to 50,000 watts in one great move.
WDIA is still the only 50,000-watt sta-
tion in Memphis.
Willing to spend: Yet there's still
another aspect of this "Golden Mar-
ket," in addition to its proven devo-
tion to WDIA; and that's the fact that
it consists of a group of people who
actually buy more things than the av-
erage, and often better. They are eager
customers. They know quality and na-
tional brands.
The Negro 40 percent of Memphis
buys 56.6 percent of all the laundry
bleach. They buy 60 percent of all
deodorants. 4 f.5 percent of the girls'
dresses, 64.8 percent of the flour. That
will give you some idea of the favor-
able situation already there when you
start advertising over WDIA. These
people are earning over a quarter bil-
lion dollars this year. They are spend-
80 pen eni of h hat i li>\ make, on
consumer ^-oods and s,-r\i<es. They
Bpend what they make. 'Iheii families,
homes and friends are the most im<
portanl elements in their life. \nd
they are 100 percent sold on VI I'l V
Only One in Amerien: In short,
WDIA's Memphis and Mid-South op-
portunities are these. A market of
1.230,724 Negroes, more than in any
other one place in America. A market
of 80 percent spenders who buy quan-
tity and quality. A market in which
nothing else comes near the coverage,
much less the special appeal of WDIA,
which hits them where they live. A
market whose loyalty has lifted WDIA
to the top — and kept it at the top — of
power and audience measurements. A
market where — to borrow the legend-
ary remark Gen. Forrest may never
have uttered — you get the mostest with
the fustest.
Just how much weight is carried by
a solid 40 percent can be seen in suc-
cess stories of such accounts as
Wrigleu's Gum, Breast ©'
< /ii< /.<-M Tuna, Pan-Am fiat
and Oil. Calumet Baking Pnu -
der, Wilier** High Life Beer.
And there's a good record made by
WDIA in the line that interests you
most. Would you write and let us
know the kind of product on which
you'd like to see some eloquent fig-
ures? We believe they'll add up to the
one formula for selling "a changing
South" which would be of real advan-
tage to you.
WDIA is represented nationally by
the John E. Pearson Company.
JOHNTEPPER, President
BERT FERGUSON, General Manager
t^K^f-i-f
HAROLD WALKER, Commercial Manager
95
>/}%***
jE7**~
NOV. 1954.
HOOPER 27.5
14.6
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1.3
7.5
g
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0
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Represented by Hollingbery '
2
2
Where do
the ears
^
have it?
See Sponsor,
-3
2
November 14
3
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2
2
^
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3
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Q
It
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-3
nate or split sponsorship in order to
pa) the tab."
NETWORK: "'When we can offer
our sponsors l>i<z names, we know that
we can sell the time. But name talent
today is increasingly resentful of the
tremendous tax bite the government
takes every year. Painfully conscious
of its short span of top earning power,
it therefore insists not only on big
salaries, but on contracts of extreme
length (10, 20, even 30 years) to give
assurance of continued income far be-
\ond the years of big earning expec-
tancy. With no one else willing to
take this financial risk, it was left to
us to bring these people to tv." * * *
TIMEBUYER HEADACHES
{Continued from page 33)
if he then goes to the client direct, he's
being unfair to you. Chances are the
client will turn him down anyhow,
since the buyer is working along set
criteria. But it may still mean ques-
tions from the ad manager to the ac-
count executive to the buyer, and time
wasted with laborious explanations."
Client calls are justified, buyers
feel, when the main purpose is selling
the medium, not attempting to get on
a schedule. Buyers will work with a
rep if their aid is sought and they are
briefed in advance on what the rep
has to say. Many a well-received cli-
ent call has drawn on the experience
and guidance of the buyer.
Time-wasting sales calls: The de-
mands on a timebuyer's time are suffi-
cient without adding to them with un-
necessarily lengthy presentations or
long, chatty visits from reps, buyers
complain.
"A few reps come in even if they've
got nothing for the campaign you're
busy with, and they just blab on about
business in general, and the wife and
the kids. Then they get offended if
you try to cut them off, even though
they're trying to sell you a group of
stations in the Rocky Mountains when
you said clearly you're looking for
New England sports adjacencies."
The ratings battle: Ratings are a
major cause for misunderstandings be-
tween timebuyers and ad managers.
Clients tend to use ratings as a yard-
stick of success in evaluating cam-
paigns, say the buyers.
"Thev overlook the fact that a low-
rated show or time slot might give
them a lower cost-per-1,000." the head
Inner of one of the top three radio-tv
agencies explained. "Say you've got a
half-hour show with an 8.1 in A mar-
ket, compared with a 27.0 for a show
in B market. Well, you may have paid
$500 for the time in A, some $2,000
for B market, and your cost-per-1,000
in A market, with its 8.1, might still
be lower than the figure for the higher-
rated time period. Yet often clients
don't figure beyond the raw rating."
ISo information on results: After
the timebuyer has placed a schedule,
he's often expected to retire from the
scene. And if he tries to get sales re-
sults, the account executive or ad man-
ager frequently brush him off.
"But how else can you tell whether
you've made a good buy?" one time-
buyer complained. "If the stations
sent you results on your schedule and
the account fed you sales and distri-
bution information while the campaign
was underway, you might be able to
work revisions that could produce bet-
ter results."
Incomplete availability informa-
tion: Many stations send their reps
availability lists on Monday for that
week, without indicating that nine
other times will open up two weeks
later. Since buyers often decide on
schedules weeks in advance, they may
be forced to base their buys on a par-
tial picture. Of course, some reps sup-
plement station availability lists by
adding information about forthcoming
expirations. But all too often it's up
to the timebuyer himself to call reps
and prod them to complete the infor-
mation, based on what the buyer knows
about other advertisers' campaigns on
those stations.
Lags in giving schedule changes:
"You buy next to Lucy, and suddenly
vou find you've been running next to
IN AMERICA'S
9th MARKET it's TV'S
Tfeca 2.uee*t
316,000 watts of V. H. F. power
WHTN-TV^
Greater Huntington Theatre Corp.
Huntington, W. Va. Huntington 3-0185
96
SPONSOR
lili
and not maybe!
WWDC (MBS) 22.6%
Station "A" 16.2%
Station MB" 12.0%
Sta. "C" 8.4%
"D" 6.1%
rE" 4.8%
3.5%
3.0%
3.0%
2.7%
In Out- of -Home Audience
This is a survey — not just an opinion.
PULSE made it — this summer — of the huge
out-of-home radio audience in Washington, D. C.
WWDC has this big extra bonus audience locked up tight.
About one-quarter of this entire listening audience sets
its dial to WWDC — and stays there, day and night.
WWDC is dominant 83.5% of the time.
What are your plans for selling the
always-rich Washington market? You can hardly
do without WWDC. Get the whole story about this sales-producing
station from your John Blair man.
In Washington, D.C it's
Th» Pufsc, Int. Report: Summtr, T955
31 OCTOBER 1955
97
a kids' Western for three weeks," the
buyer on a coffee account complained.
"Sometimes it's the station that's slow
in <retting schedule changes to its rep,
and other times a rep will sit on the
information. If only more of them
realized that servicing an account is as
important as selling it."
Time-consuming presentation par-
ties: Timebuyers, like other admen,
like lunch and cocktails, hut when a
presentation lunch, for example, takes
three hours and keeps the buyer in his
office until 9:00 p.m. to get through
that day's paperwork, another head-
ache develops.
"Usually, the best presentation is a
short one," the chief buyer of a major
agency sums up. "When they start
taking hours, it's often because not
enough thought went into organizing
the pitch. You can often lose a valu-
able sales message in a jumble of too
many figures."
See ad manager only when there,s
trouble: The main reason some buy-
ers can't find out the over-all sales
strategy and campaign objectives of
TED CHAPEAU
For 7 lush years WJHP basked in the power of a guy named
Chapeau to win clients and influence listeners. Then came
8 lean years while a competitor grew rich and fat with him.
But tides ebb and flow and dawn follows the night. We've
finally lured Jacksonville's "Mr. Radio" back home and
we're crowing. Who wouldn't be proud to have the personality
who's dominated the market for more than 1 5 years despite
the best of all comers . . . the man who's almost as much a
part of Jacksonville as the Main Street Bridge?
The best way to reach Jacksonville when people are getting
up, going to work and coming home is with the Chapeau
morning show 6 to 9 AM and his "Ole Lazybones" 4 to
6 in the afternoon. Both shows are the favorites of the people
who buy more of the goods advertised on radio — and
that's important.
WJHP RADIO
radio services of the
Jacksonville Journal
their accounts, they say, stems from
too little direct contact with the client.
"The ideal situation would be regu-
lar, brief weekly meetings with the
client where he brings us up to date on
changes in strategy, sales results, and
new product information," one time-
buyer said. "Of course, the a/e and
media director both brief us, but a lot
of information is lost because of the
many go-betweens between client and
buyer. The only time I see the ad
manager on one of my accounts is
when something goes wrong."
Paperwork: It's a necessary evil to a
degree, timebuyers recognize. But it
could be reduced partly through addi-
tional help from estimators and partly
through the cooperation of stations.
"They send along so much puff
stuff in their direct mailings," time-
buyers complain. "And the trouble is
that nine times out of 10, we've got to
go through the mail ourselves, because
the secretary can't judge what's im-
portant information for us, and what
isn't. There's too much of a turnover
in secretaries to train them thorough-
ly. So an hour and sometimes more
every day is shot on sifting through the
mail, and maybe one piece of useful
information comes out of a dozen piles
of promotion."
Offer availabilities, then withdraw
them: The worst pain a rep can in-
flict is to sell the buyer on a batch of
availabilities, put him to the trouble of
selling the account man, get the client
O.K., and then say, "Sorry, but they're
sold." And all too often, the buyers
claim, the reason availabilities are
withdrawn is because the station was
able to sell them locally and get its
full rate without deduction of com-
missions. * * *
"Sorry, but they're all listening to
KRIZ Phoenix."
98
SPONSOR
To drive home your message — to sell those with money
to spend as well as time to listen — hop into Detroit's
teeming traffic with this high-octane trio.
These gentlemen mean business. They program smartly
and intelligently, keep chatter within bounds, appeal to
a wide audience rather than to just one age group. That's
why Pulse consistently gives them such healthy ratings.
To get folks coming and going — to and from work, on
business and shopping trips, on weekdays and weekends
— make it Maxwell, Mulholland, and DeLand.
UIUW
AM
FM
6os/c
Aff.M*
AM-S50 KIIOCYUES-SOOO WATTS
FM-CHSNNEl 746—97.1 MEGACYCLES
Aitoo'ofe Televiiion Slotion WVVJ.TV
WORLD'S FIRST RADIO STATION • Owned and Operated by THE DETROIT NEWS
Nationul Representatives: FREE & PETERS
31 OCTOBER 1955
99
TOP RADIO COMMERCIALS
i Continued from page 42)
proach, telling the listener positive sell-
ing facta without the bludgeoning you-
must-go-out-and-buy approach. (For
story about the Ford popular song
approved see sponsor 10 Januarj
L955, page 40).
Metropolitan Life Insurance Co.:
\-riK \ : Y&R; Ad Manager: Henry R.
Geyelin (see Mr. Sponsor, page 24
this issue i ; Type: public service,
straighl copy; Text: Y&R staff under
direction of Bill Whitman; Perform-
ers: copy read by local station an-
nouncers; Use: nationally; Theme of
campaign : "Good Hints For Good
Health/"
Copy: (One of 250 variations on 12
different subjects.) Even on hands
that look perfectly clean, doctors say
that they can often find 20 or more
Who offers
"The World Now"
around the
clock?
See Sponsor, November 14
different kinds ol bacteria. Should a
cut occur — even a small one — these
bacteria could cause infection.
Analysis: The insurance selling
sponsor has a unique problem: After
making his sale, it is to his advantage
to keep the public educated on good
health practices and thus prevent his
customers from making use of his
product. It is therefore understand-
able that the commercial copy of the
company concentrates on telling the
public how to remain healthy. (See
sponsor 17 May 1954, Page 52.)
National Carbon Co. \ Kveready) :
Agency: Wm. Esty ; Ad manager: A.
J. Houseman; Type: straight copy;
Theme of campaign: Stories about
people's experiences with the sponsor's
product; Text: Wm. Esty-staff; Per-
former: Kenneth Banghart; Recorded
by: Wm. Esty; Use: nationally.
Copy: This is Kenneth Banghart
with another feature story: Robert
Grovosky was driving his jeep care-
fully along the road, cut out of a high
canyon wall, when suddenly at a curve
a car came rushing toward him at top
speed.
Analysis: The sponsor uses as his
basis for the commercial a factual
documented story. His product appears
logically as an integrated part of the
story, thus making a natural transition
to the selling message. By identifying
the names of both the people to whom
the story happened and the announcer,
who is reading the copy, a feeling of
documented authenticity prevails.
Mestle (Nescafe); Agency: Bryan
Houston; Ad manager in charge of
madia: Richard F. Goebel; Type:
jingle; Text: Emerson Cole; Music:
Copy Dept. Bryan Houston; Arrange-
ment: Bobby Swanson I variations of
original tune include Western, boogie,
calypso, others); Performers: Gold
Swan Group; Recorded by: Audio-
Video; Use: nationally with biggest
saturation over WNEW, New York.
Lyrics: Ooooo. What a wonderful
vacation I had in old Mexico. I met
a dashing caballero. Senorita! We
danced the rhumba until dawn. That
Latin lover, oooh, what technique. M\
heart beat faster, my knees were weak.
As he bowed and gently kissed im
hand I felt like dancing the fandango.
... To satisfy your coffee hunger,
coffee hunger, why, Nescafe's the only
buy. . . .
Analysis: Nescafe combines two im-
portant factors: Music and humor.
Client foregoes mention of his product
until the middle of the commercial in
order to create happy and receptive
mood among his listeners. In creating
his own original music, Nestle like
Coca-Cola is trying to establish a tune
identified solely with the product. (For
more about Nestle ad campaign, see
sponsor 19 April 1954. page 34.)
Plel Bros.: Agency: Y&R; Gen. sales
manager: Thomas Hawkes; Type:
Humorous dialogue; Text: Ed Graham
in co-operation with Ben Maugham of
Y&R; Performers: Bob & Ray; Re-
corded by: WOR; Use: New York
area.
Copy: (Bob:) How do you do. I'm
. . . (Ray cuts in:) Always start with
an attention getting device, Harry!
(Bob:) Hmmm, I'm Harry Piel and
along with my brother Bert, here, I
brew Piel's Light Beer, a product of
Piel Brothers. Brooklyn, New York.
All right, cannonier, fire! (SOUND
OF CANNON). (Ray:) You see,
Piel's shoots for dryness. ( Bob : ) Oh,
that's because Bert and I know that
the drier the beer, the better the taste.
I Ray: I And we don't miss! We hit
the bullseye every time. . . .
Analysis: To judge by the copy
alone, this is probably the hardest
selling of the eight prize-winning com-
mercials. But though it mentions the
sponsor and his product from the very
beginning, the sales message is con-
verted into entertainment by the horse-
play of Bob and Ray.
In choosing this particular example
of humor in commercials, admen seem
to be refuting the often-repeated theory
that making even good-natured fun
of either sponsor or his product is
bad sales technique. * * *
PULSE Proves
100
Wilkes-Barre
Penna.
the front-running radio station
reaching more than a Quarter Mil-
lion radio homes.
Call Avery-Knodel, Inc.
SPONSOR
Some people are born leaders
.
/^k^
itiC
like WCAU, Philadelphia
WCAU Radio's supremacy is even more evident in its 33rd year. The latest
Pulse report shows WCAU's audience share to be 38% greater than the next
nearest station, while sales records for the first eight periods of 1955
surpass the same period last year — an all-time high in station history.
The Philadelphia Bulletin Radio and TV Stations
31 OCTOBER 1955
CBS Affiliates » Represented by CBS Radio and Television Spot Sales
101
Call on onr
FARM DEPARTMENT
to help strengthen your sales contact
with America's great Farm Market
Day by day — even hour by hour
—Radio is essential to modern
farm operation.
Radio— and ONLY Radio-
provides the farm with around-
the-clock weather information, so
vital in planning farm activities.
Radio— and ONLY Radio-
brings up-to-the-minute market
estimates and quotations, so vital
in making decisions to buy or sell.
Radio— and ONLY Radio-
can provide the farm family with
current news several times each
day.
Why Spot Radio Is Needed
Farming is regional. Farm crops
and farm customs vary from state
to state, across the nation. To be
effective, radio's service to the
farm must be essentially local in
character — hence, effective use of
radio by the advertiser is logically
scheduled on a spot basis.
Special Characteristics
Since farm-living still differs from
urban-living in many essentials,
the advertiser and his agency need
complete information on the spe-
cial ways in which radio serves the
farm and the farm-home today —
and hence the ways in which it
can best serve the advertiser seek-
ing to increase his share of Amer-
ica's great farm market.
To Serve Advertisers
Recognizing this need, John Blair
& Company led in establishing a
Tom Ragland, farm director of John Blair & Company, and Sam R. Honegger,
President of Honegger's, Inc., Fairbury, Illinois, take a look at one of the famous
Honegger Leghorns shown at the WLS Farm Progress Show held recently at
Belvidere, Illinois.
Farm Department, with the basic
purpose of gathering, analyzing
and presenting pertinent farm-
and-radio information of value to
marketing executives.
Experienced Direction
This department is under the per-
sonal direction of Tom Ragland.
With a broad knowledge of current
farm practices in every section of
the country, and with radio expe-
rience covering more than a score
of years, he is thoroughly quali-
fied to help you make the most
effective use of Radio to increase
your business with farms and
farm-homes.
Among stations which have un-
disputed leadership in farm-serv-
ice, many are represented by John
Blair & Company. These are sta-
tions on which you can depend for
farm-audience and farm-influence
capable of strengthening your
farm-sales.
To your questions regarding the
extent of today's farm market for
your products — or the complete-
ness with which radio reaches
farm-homes in any section of the
United States — or new ways in
which farms might utilize your
products, our Farm Department
is ready to provide or find the
answers.
JOHN
BLAIR
l COMPANY
Representing Leading Radio Stations
NEW YORK • BOSTON • DETROIT • CHICAGO • SAN FRANCISCO
ATLANTA • ST. LOUIS • DALLAS • LOS ANGELES • SEATTLE
102
SPONSOR
m\ mum .
on tinned front //•**■.*/#' .7/
Cross-section of radio and tv stations with farm programing
Stations listed below represent only a cro — ection
of those with farm programing. To stations whose
farm directors are members of National Associa-
tion oi Television and Radio Farm Directors, spon-
BOB added stations replying to its own survey. Re-
spondents t<> sponsof Burve) indicated v>itli star.
For more complete li-t of Btations with farm pro-
graming, see sponsor's Buyers' Guide to Station
Programing. New issue of the Guide is due Feb-
ruary L956. (Current issue is -till available.)
fCricfio station list stmts heloiv. Television starts page 112.
ALABAMA
City
Stations
Tn%.
Power
National
Network Rep.
Wkly. Hra.
F«rm Proo.
R.F 0.
ALBERTVILLE
FOLEY
WAVU
WHEP*
WBAM
WCRI*
630
1310
740
1050
500w
lOOOu
Indie Sales
12
3%
Jesse A. '
Jim Stewart
MONTGOMERY
SCOTTSBORO
50kw
250w
ABC Radio-Tv Reps
8
Cra Ford Roquemore
Gene Brown
ARKANSAS
LITTLE ROCK
KARK
920
5kw
NBC Petry
2%
Bob Buice
KLRA
1010
LOkw
\l'.( Raymer
4%
Jim Moffct
KTHS
1090
50k w
CBS Branham
—
Marvin \ inea
ROGERS
KAMO*
1.W0
500*
Best
_"<
Smoky Dacus
CALI FORN 1 A
BAKERSFIELD
KERN*
1410
lOOOw
CBS Raymer
5
Dirk Martin
FRESNO
KFRE
940
50kw
CBS Avery-Knodel
6
4%
Uallv Kri'k«<>n
SACRAMENTO
KFBK
1530
50kw
ABC Ravmer
Raymond Rodgers
SAN DIEGO
KCBQ
1170
5k w
ABC
3
1 Imvard Keddie
SAN FRANCISCO
KGO
810
50U
ARC FVtn
2
Bill Adams
KCBS*
7 tO
50,000w
f:BS CBS Spot
2%
Gordon Roth
KNBC
680
50k w
NBC NBC Spoi
4
ll.nrv Srhacht
SUSANVILLE
KSUE*
1240
250w
Tracv Moore
3
Hal Houston
COLORADO
DENVER
KIMN
950
5kw
_. ....
Gus Swanaon
KLZ
KOA
560
5kw
CBS Katz
l'i
Carl H<r/man
850
50kw
NBC Petr>
18
Chin k Muller
GREELEY
kl K \
1310
lkw
Hoi man
12
Larry Kirk
CONN ECTICUT
HARTFORD
WTIC
1080
50W
Mil Chn
8
1 ■ V ■■
DELAWARE
GEORGETOWN
WJWL*
01 Ml
1000w
Zimmer
25
.
FLORIDA
TAMPA
WFLA*
TO
5000w
N Bl Blair
Mardi Liles
31 OCTOBER 1955
103
IDAHO
City
Stat i (Hit
Freq.
Power Network
National
Rep.
Oakes
Wkly. Hr,
Farm Prog.
15
R.F.D.
CALDWELL
KCID*
I 190
251 »
Duane Wolfe
CHICAGO
MT. VERNON
PEORIA
URBANA
ILLINOIS
WIH'.M
Wl S
Till)
890
50w
50k v
( liS
VBC
CBS Spot
Klai
2%
29
v. (;n
720
DECATUR
WDZ
]().-,()
LINCOLN
WPRC*
L370
\\ MIX*
910
.'.Oku
1U
500w_
1000m
MBS
Hollingbery
Free & Peters
Rambeau
9
15-20
Pearson
12
WMIil)
I !7i)
5k w
< lis
Free & Peters
5U
Will.
580
5k w
(,i mi-, M.-nard
Maynard Bertsch
Dix Harper
Harry Campbell
Bill Mason
Bruce Davies
Norman Kraeft
Harvey C. Alltop
William M. Brady
Cur! Bradley
Emil Bill
Jobn F. Weidert
EVANSVILLE
FT. WAYNE
HAMMOND
INDIANAPOLIS
JASPER
KOKOMO
INDIANA
WJPS
WK.K.
WOWO
1330
1380
1190
5kw
5W
50 kw
ABC
MBS
NBC
Hollingbery
Raymer
Free & Peters
71/.
3
191.'.
WJOB
1230
250w
WFBM
1260
5kw
Willi
1070
50kv
ABC
MBS
Katz
Blair
WITZ*
990
lOOOw
2%
4
12
11
WIOU
1350
lkw
CBS
Weed
K us-ell Wood
Wayne Rothgeb
Jay Gould
Jerry Mitchell
Harry Martin
Harry Andrews
Carl Holler
Ray Watson
LOGANSPORT
SALEM
W. LAFAYETTE
WS\I*
1230
250w
MBS
7%
WSLM
1220
250w
B -i
WBAA
920
5kw
\ ictor H. Sterling
Erwin Eisert
Horace Tyler
AMES
IOWA
CEDAR RAPIDS
DAVENPORT
DES MOINES
WOI
640
5kv
7%
W MT
600
5kw
( I'.s
Katz
KSTT
1170
lkw
MBS
Walker
WHO
1040
50kw
NBC
Free & Peters
12
~6~
~6~
KIOA
'iKi
lOkw
H-R
25
Dallas McGinnis
R. C. Bentley
Bob Nance
Chuck Worcester
Bill Allen
Dick Roberts
Herb Plambeck
Keith Kirkpatrick
Bill Hitt
DUBUQUE
MASON CITY
SHENANDOAH
SIOUX CITY
WATERLOO
KDTH
1370
lkw
KGLO
1300
5kw
KMA
960
5k w
J^BS
ABC
Weed
1',
Petry
15
WNAX
570
5kv
KWWL
1330
5kw
CBS
MBS
Katz
Headley-Reed
Gerald McAleece
Al He
Merrill Langfitt
Jack Gowing
Warren Kester
Bob Newborough
KANSAS
COLBY
LAWRENCE
SALINA
TOPEKA
KXXX
790
KLWN*
1320
KSAL*
1150
5kw
500w
5000w
H-R
18
-4%
WIBW
580
5kw
MBS
CBS
Pearson
Capper
181-
Bud Clem
Bill Drake
Sonny Slater
Wes Seyler
Wilbur Levering
Dick Nichols
WICHITA
KFBI
1070
lOkw
ABC
5
Lester Weatherwax
KENTUCKY
BOWLING GREEN
WKCT*
930
lOOOw
ABC
Pearson
Hank Brosche
LEXINGTON
WLAP
630
500w
\i;c
Pearson
l'/2
Paul Everman
LOUISVILLE
WHAS
840
50k v,
( IIS
Christal
4%
Burnis Arnold
Ilavden Timmons
MAYSVILLE
WFTM
1210
250*
MBS
6
Scott True
WINCHESTER
WWKY*
1380
LOOOw
MBS
1!, -i
35
Herman Kelly
LOUISIANA
NEW ORLEANS
WWL
870
50kM
CBS
Katz
Scars & Aver
-1,
25
George W. Shannon
OPELOUSAS
KSLG*
1320
250w
VBC
Flovd Cormier
SHREVEPORT
KWKH
1130
50k u
i BS
Branham
3%
Jack Timmons
104
SPONSOR
HARVEST a BUMPER
SALES
CROPinOHIO
( ftiio i- .1 fei tile field for sales. 1 arm income is
nearlj ONE BILLION DO! I VRS annually. Excluding
tin' man) thousands <>l dollars Ohio farmers -["-ml
for machinery, livestock, fertilizer, seed, .mil other
production needs, the average net farm income i-
8339]. 00 annual!) .... among the highest in the nation.
A persona] interview survey conducted among 1,000 farm families at the Ohio State Fail showed
Will'!) to be tin' preferred radio station in Ohio. Of a total of one thousand persons interviewed,
()ll -aid they listened to \\ RFD regularly. Interviewees wen- also asked "which station has the most
helpful and interesting farm programs?" \\ RFD ranked highest in listener preference in 33 of
Ohio's 88 counties, -frond in 22 counties.
There i- a good reason for \\ RFD's leadership in li-t 'tier preterenee among farm and rural people of
the Buckeye State. \\ HFD has consistently broadcast more farm service programs and special features
than am other station serving the State. And, WRFD lias tied this hig service package together with tin-
kind of entertainment features preferred by rural people. A talented -tail with agricultural know-how
and years of experience is ready to serve you.
Blue chip farm advertisers prefer W RFD hecause it sells. "You cannot adequately cover the rich
Ohio farm market without \\ HFD. Put your sales message on WRFD and get deeper penetration in
rural Ohio at lower cost than is possible with any other advertising medium. Check the following
advertisers who -ell Ohio farmers via WRFD; then contact your MEEKFR man for availabilities:
Ford Tractor
Pfistcr Assoc. Crowers
Omar Bakeries
Djvco Fertilizer
Pitman-Moore
Robin Hood Flour
International Harvester
Standard Oil of Ohio
Borden Company
Farm Bureau
Allied Mills
Swansdown Cake Mixes
Cobey Corp.
Sinclair
Pinex
DcKalb
Producers Livestock
Kroger Co.
Murphy Products Co.
Sacco Fertilizer
Plus Many Others
Ohio's Rural Station
I where town and country meet . .
national representative
5000 Watts* 880 Kc
WORTHINGTON,0.
31 OCTOBER 1955
105
MAI NE
City
Stations
Freq.
Power
Network
National
Rep.
Wkly. Hrs.
Farm Profl.
R.F.D.
HOULTON
WABM-*
1340
250\»
All
Webb
30
Ted Coffin
PORTLAND
won
970
:>u
NB<
Weed
Jake Brofee
WGAN
560
5kw
( BS
3
G-eorge Hunter
MARYLAND
BALTIMORE
\\B\I.
L090
50kw
\r,(
Christ*.!
14
Conway Robinson
FREDERICK
WFMD
930
lku
ens
Meeker
John A. Zufall
BOSTON
MINNEAPOLIS-
ST. PAUL
NEW ULM
KANSAS CITY
MASSACHUSETTS
WBZ
\\i i:i
10.30
590
51kw
NBC
& Peters
6M.
5kv
CBS
2Vi
KSTP
1500
50kw
NBC
Petry
16
WCCO
830
50kw
CBS
CBS Spot
KNUJ
860
Ikw
7%
KCMO
810
50kw
ABC
Katz
KMBC
980
5kw
CBS
Free & Peters
KMBC
550
5kw
CBS
Free & Peters
NEBRASKA
Malcolm McCormack
Louis A. Webster
GREENFIELD
WHAI
1210
250w MBS
Walker
7
Woody Brown
MICHIGAN
ADRIAN
WABJ
1 190
250w
Bc-i
5 V,
Don Dean
BAY CITY
WBCM
WHFB
I lid
Ikw ABC
1 [nllinghei \
ViVj
Fd \ allender
BENTON HARBOR
1060
lku
1 lolman
4>i
John Chase
BIG RAPIDS
WBRN*
1460
-
Holman
2%
..
DETROIT
WWJ
950
5kw NBC
llnllingber)
2
John Merrifield
EAST LANSING
WKAR
870
5kw
11
Art W. Boroughs
KALAMAZOO
WKZO
590
5kw < BS
\\( r\ -Kliodl'l
7%
Carl Collin
ROGERS CITY
\\ 1 1 \ K *
960
5000w
1%
Jack Brown
MINNESOTA
FARIBAULT
KDHL
920
Ikw
Lawson
4V2
Dean Curtiss
MANKATO
KTOE*
1420
EOOOw
ABC
I'rai -on
1'V,
Cliff Adams
Cal Karnstedt
Mavnard Speece
Jim Hill
Bob Christianson
ROCHESTER
KROC
1340
250w NBC Meeker
Gerald Boyum
ST. PAUL
KUOM
770
5kw
2%
Raymond S. Wolf
MISSISSIPPI
HATTIESBURG
WBKH*
950
5000w ... Indie Sales
28
Terry R. Speights
JACKSON
WJDX
620
5kw NBC Hollingbery
5%
Forrest Cox
Howard Langfitt
WRBC
1300
5kw MBS Branham
2y2
R. A. Miller
MISSOURI
JEFFERSON CITY
KLIK
950
5kw Walker
12
Jack Kroeck
Jack Jackson
Jack Wise
George Stephens
Phil Evans
Phil Evans
KIRKSVILLE
KIRX*
I 150
250w
ABC
--....
6
Charles Porter
MARSHALL
KMMO
1300
Ikw
Pearson
Dudley R. Cason
ROLLA
KTTR*
1490
250w
....
12
. ..--
SPRINGFIELD
KWTO
560
5kw
ABC
Pearson
10
Loyd R. Evans
ST. JOSEPH
KFEQ
680
5kw
MBS
Headley-Reed
6
Harold J. Schmitz
ST. LOUIS
KMOX
1120
50kw
CBS
CBS Spot
7
Ted Mangner
MONTANA
GREAT FALLS
KFBB
1310
5kw
CBS
Bollina
15%
W. C. Blanchette
GRAND ISLAND
KMMJ
750
Ikw
ABC
H-R
22%
George C. Kister
Dutch Woodward
NORFOLK
WJAG
780
Ikw
Walker
12
Jim Deitloff
WJAG
780
Ikw
Walker
13V4
Hickson, Wells, High
Meier
106
SPONSOR
IMPACT RADIO ROLLS
IN THE GREAT SOUTHWEST
Because of Shows Like These:
LIVE TEXAS MUSIC
FROM OUR STUDIOS
DOROTHY KILGALLEN
AND RICHARD KOLLMAR
w tf
* ^L
L^*^ ] ^L
jM>"j^
f'i\
i ii
The "Cedar Ridge Boys" bring toe-tapping
tunes, instrumental and vocals . . . with plenty
of friendly chatter to WBAP listeners. Here's a
Texas musical show that's tops with everyone!
Twice daily, 8:30 to 9:00 A.M. and 12:30 to 1:00
P.M. Contact your Free and Peters man.
HERE'S HOW NDC MONITOR
STACKED UP
.
"Dorothy and Dick" — with informal, neigh-
borly half hour visits designed to please
ladies of every age, 1:00 to 1:30 P.M. daily.
Miss Kilgallen's popular newspaper col-
umn is carried in (he Fort Worth Star-
Telegram, with the largest circulation in
Texas. Contact your Free and Peters man.
~J
IN SEPTEMRER
mm-
Yes, here's how impact
MONITOR scored in the Fort
Worth metropolitan area, in
September*. On weekends,
MONITOR heads all radio
programs on all radio sta-
tions heard in metropolitan
Fort Worth.
MONITOR — first in 18 out
of the 20 half hour periods
carried on Saturday
(8:30 A.M. to 10:30 P.M.)
MONITOR — first in 8 out of the 1 1 half hour periods carried
on Sunday (12 noon to 10:30 P.M.)
Total weekend score . . . Rates first in 26 out of 31 half hours
carried over all radio stations.
Contact your Free and Peters man.
•SOURCE: Conlon Radio Reporl 1.000 call co-incidental September 19SS
YES, IMPACT RADIO ROLLS IN THE GREAT SOUTHWEST...
WBAP
Since 1922
"E THIS »H»P
IVIONIT&R
STAR-TELEGRAM
Amon Carter, Jr. Harold Hough
President Director
Fort Worth, Texas
31 OCTOBER 1955
107
City
Stations
FreQ.
Power
Network
National
Rep.
Wkly. Hrs.
Farm Profl.
R.F.D.
OMAHA
WOW
.-,90
5kw
CBS
Blair
6
Mai Hansen
Arnold W. Peterson
KFAB
1110
50k w
NBC
Free & Peters
5
Lloyd Oliver
Bill Macdonald
NEW
YORK
AMSTERDAM
wcss*
1 191)
250w
Mi Gillvra
2%
Walt Gaines
BUFFALO
WKI'.W
1520
50k vn
\i:<
Avery-Knodel
9y2
Wally Wagoner
JAMESTOWN
WJT\
WHC1
1310
870
250*
ABC
\ en., Rin. & McC. 30
Robert S. Webster
ITHACA
lkw
( BS
i%
Louis W. Kaiser
Till Kichards
NEW YORK
WRCA
660
50k*
NBC
NBC Spot
.;',
Phil Alampi
WOR
711)
.-.Oku
MBS
ill;
Jin- Bier
SCHENECTADY
WGY*
810
50.000 u
NBC
1 hri-lal
4:45
Donald A. Tuttle
UTICA
WIBX
950
:>u
CBS
Walker
17 '4
Ed Slusarczyk
WALTEN
WDLA*
1270
lOOOw
Kambeau
13
Clarence Denton
NORTH CAROLINA
FAYETTEVILLE
WFNC*
L390
.•,()()()«
MBS
Walker
18
V estal C. Taylor
KINSTON
WELS*
1010
1000*
Devney
20
,
LAURINBURG
WEWO
1080
Ik*
.
3
J. R. Dalrymple, Jr.
RALEIGH
( N C State College)
Tarheel
2%
Ted Hyman
Hank Wilkinson
WINSTON-SALEM
WSJS
600
5k w
NBC
Headley-Reed
5
Harve\ Dinkins
NORTH
DAKOTA
DEVILS LAKE
KDLR*
1240
250w
MBS
Lawson
almost all
FARGO
WDAY
970
r.ku
NBC
Free & Peters
10
Ernie Brevik
GRAND FORKS
KNOX*
mo
5000*
MBS
Rambeau
15
Ko\ \\ . Gundi r-un
OHIO
CINCINNATI
WLW
700
50kw
MBS
NBC
WLW Sales
9
Bob Miller
Bill Alford
COLUMBUS
WOSU
820
5kw
Artur H. Smith
WBNS
1460
5k w
CBS
Blair
VA
Bill Zipf
WTVN
610
:>U
MBS
Katz
4
Glenn F. Lackey
George L. Zeis
MARION
WMRN
1 190
250w
ABC
9
Charlie Might
PIQUA
WPTW*
1570
250w
Best
2 5/6
R. C. Bubp
SANDUSKY
WLEC*
1450
250w
MBS
Hal-Holman
40min.
Bill Brock
TOLEDO
WSPD*
1370
5000w
NBC
Katz
3%
Chuck Parmelee
WORTHINGTON
WRFD
880
5kw
Meeker
22
Clyde E. Keathley
Mary Lou Pfeiffer
OKLAHOMA
ARDMORE
KVSO
1240
_>:.<iu
ABC
Ven., Rin. & McC. 6
W. A. McGalliard
CHICKASHA
KWCO*
1560
1000w
Best
13
Nick Sander>
GUYMON
KGYN*
1220
lOOOw
Best
7%
T. M. Raburn. Jr.
OKLA. CITY
KOMA
1520
50kw
CBS
Avery-Knodel
4
Wayne C. Liles
WKY
930
5k «
NBC
Katz
6
Jack Stratton
Bob Stevens
STILLWATER
KSPI*
780
250«
MBS
Thos. Clark
9
Jim Wells
TULSA
KVOO
1170
50U
NBC
Petry
10
Sam Schneider
OREGON
EUGENE
KERG
1280
lkw
CBS
Earl Britton
PENNSYLVANIA
DOYLESTOWN
WBUX*
1570
250w
Indie Sales
8
Richard J. Alliger
HARRISBURG
WCMB
1460
5kw
MBS
( i.ok
4
John A. Smith
PHILADELPHIA
WFIL
560
5kw
\B(
Blair
3
Howard Jones
WCAU
1210
:,(iku
CBS
CBS Spot
4%
Amos Kirby
MEXICO
WJUN*
250*
40
Charles Moore
PITTSBURGH
KDKA
1020
50kw
NBC
Free & Peters
5%
Homer H. Martz
YORK
WSBA
910
lkw
MBS
Young
—
Herman E. Stebbins
108
SPONSOR
fi* ?
How's THIS for
GOING TO TOWN?
WDAY 3 to 1 FAVORITE IN FARGO-MOORHEAD
HOOPER RADIO AUDIENCE
INDEX
FARGO-MOORHEAD — NOVEMBER, 1954
Shore of Audience
Mondoy thru Fridoy
WDAY
Slali i n B
Station C
Station 0
7 a.m. — 12 noon
57.9
18.1
16.3
3.6
T2 noon — 6 p.m.
58.3
16.6
18.2
1.9
^F
WDAY
FARGO, N. D.
NBC • 5000 WATTS • 970 KILOCYCLES
FREE & PETERS, INC., Exclusive Motional Representatives
SURE, we're Hayseeds, bul when u<- go to
town, we really go! Look .it the latest
Hoopers — WDAY i- preferred 3 to 1 over the
second station, and 1>^ more listeners than all
other stations combined!
Top thai with our staggering 91.795 prefer*
ence in 41 neighboring counties, and ili<-
listenership Btorj here in the Red River Vallej
conies into -harp focus. It l>oil« down to tlii- —
no matter where (town or country I or when
(morning, noon and night W LI All i- the un-
disputed leader, with do challengers in Bight.
Lei .i Free & Peters Colonel fill you in on
the details.
SOUTH CAROLINA
City
COLUMBIA
FLORENCE
110
Stations
WIS*
Freq.
560
Powtr
5000w
Network
NBC
National
Rep.
Free & Peters
Wkly. Hrs.
Farm Prog.
10
\\.l\l\*
970
5000v,
\i;<
Walk.
50
R.F.D.
Bob Bailey
Ervin T. Melton
GREENVILLE
\\ FBI ;
1330
:,ooo« NBC
2%
Paul L. Fisher
ORANGEBURG
WTND*
920
lOOOw
Thos. Clark
7%
L. Richard Rhame
SPARTANBURG
WSPA
950
5k w CBS
Hollingbery
6
Cliff Gray
SOUTH DAKOTA
SIOUX FALLS
KSOO
1140
loku ABC
Avery-Knodel
21
E. C. Stangland
YANKTON
WNAX
570
5kw CBS
Katz
11
George G. German
Chet Randolph
CHATTANOOGA
WDOD
1310
TENNESSEE
5kw CBS Ramer
6%
Lee Barger
KNOXVILLE
WNOX
990
lOkw CBS
Branliani
4
Cliff Allen
MEMPHIS
WMC
790
5kw NBC
Branham
Derek Rooke
NASHVILLE
WSM
650
50kw NBC
Blair
8
John A. McDonald
TEXAS
AMARILLO
KGNC
710
lOkw N B( :
Katz
10
Cotton John Smith
AUSTIN
KTBC*
590
5000w ( BS
Ba\ rin i
5%
Dave Shanks
CENTER
KDET
930
lkw
Best
3%
Charlie H. Slate
COLLEGE STATION
WTAW
1150
lkw
__
Dick Hickerson
CORPUS CHRISTI
KRIS
1360
lkw N B( .
Free & Peters
6
Jack Lozier
DALLAS
WFAA
\ 820
(570
50kw NBC
5kw ABC
Petry
lVtr\
3'a
Murray Cox
EL PASO
KEPO
690
lOkw \BC
Pearson
1%
John Thomas
EL PASO
KROD*
600
5000w CBS
Branham
4
Cecil Herrell
FT. WORTH
WBAP
820
SOU NBC
ABC
Free & Peters
7
W. A. Ruhman
HILLSBORO
KHBR*
1560
250w
Best
4
J. K. Lane, Jr.
GAINESVILLE
KGAF
1580
250w
Melville
6
Jerry Talley
HOUSTON
KPRC
950
5kw NBC
|Vtr>
George Roesner
KTRH
740
50kw CBS
Blair
10%
Dewey P. Compton
L. O. Tiedt
LUBBOCK
KFYO
790
5kw ( BS
Katz
6
Jack Creel
SAN ANTONIO
KENS
680
50kw CBS
Free & Peters
12
Bill Shomette
WOAI
1200
50kw NBC
Petry
2y2
Bill McReynolds
KONO
860
:»u
Forjoe
3
Blake McCreless
SULPHUR SPRINGS
KSST*
1230
250w MBS
MBS
9
James V. Anderson
TEXARKANA
KCMC
1230
250w ABC
Yen., Rin. & McC.
3
Jack Tompkins
TEXARKANA
KTFS*
1400
250w k BS
Forjoe
2
Les Eugene
WACO
KWTX
1230
250w M BS
Pearson
3
Johnny Watkins
WESLACO
KRGV
1290
5kw NBC
Raymer
3
Charlie Rankin
UTAH
SALT LAKE CITY
KSl.
1160
50kw CBS
CBS Spot Sales
—
Elvon Orme
VIRGINIA
BRISTOL
WCYB
690
lOkw
Gill-Perno
10%
Frank Raymond
DANVILLE
WDVA
1250
5kw MBS
Keller
15
Homer S. Thomasson
HARRISONBURG
WSVA
550
5kw NBC
Pearson
12
Homer M. Quann
RICHMOND
WRVA
1140
50kw CBS
CBS Spot
4y2
Alden P. Aaroe
ROANOKE
WSLS
610
lkw NBC
Avery-Knodel
Glenwood Howell
WASHINGTON
BELLINGHAM
KVOS*
790
lOOOw ABC
Forjoe
i'-j
Hal Reeves
MOSES LAKE
KSEM*
1450
25(hv
Everett McK.
10
Bill I Minnmiya
WENATCHEE
KPQ
560
5kw VBC
NBC
Forjoe
6
Wynn Cannon
YAKIMA
KYAK
Ki'NI
Iku MBS
Walker
10
Richard J. Passage
WEST VIRGINIA
CLARKSBURG
WPDX*
1000*
3%
Dewitt Wvatt
HUNTINGTON
WSAZ
930
:,u NBC
ABC
Kalz
3
W. D. Click
SPONSOR
BIG AGGIE BEATS
THEM ALL FOR BROAD
FARM COVERAGE
«NV£j ,
BIG AGGIE LAND:
Where 80r'< of tlie homes
hear WNAX-570 from 3 to 7
times a week.
in the land where radio reigns
Nothing covers the i .ist farm lands
ni the great l ppei Missouri Valley like
\\ \ \\ -.71). I Ins rich .ii i 190
counties in parts ol 5 stat< 8 is
really "Big Aggie Land."
For example: the combined circulation
of 3 top farm publications in the
area amounts to 533,377.
WNAX-570 has a circulation "I 660,950
homes — 2\/2 million people!
Now, about cost. A one niinutr spol on
WNAX -.70 costs SI 8.00— less than
a L -column, 1-inch ad in any one of
i hese 3 fai m books.
Hi i ..id coverage? You Ik t'
1 i "i in .il (mirage, too.
WN \\ J70 demotes o\ci Id hours .i
week to specialized farm programs: plus
iiiiisk . news, and weal he i piogiams
with our large l.nin audiem i in
It's little wondei thai fai m famili< s
in !Sig Aggie Land are loyal fans.
These programs do a greal s< Uing job
l"i their sponsors. I hat's why 6
of 70 farm programs pei week are
sold. Vnothei good n ason why
Vmei it a's Bit inn accounts
depend on the Big Vggie station —
WNAX -.70.
You: Katz man can tell you lots more
WNAX-570
Yonkton, South Dakota
A Cowles
as KVTV Channel 9.
Don D. Su 8 Director.
CBS Radio
imJm
31 OCTOBER 1955
111
WISCONSIN
City
Stations
Freq.
Power Network
National
Rep.
Wkly. Hrs.
Farm Pros.
R.F.D.
EAU CLAIRE
WE \ 1
790
5kw NBC
Iliilliimhcr)
....
Bert Hutchison
GREEN BAY
wim
1360
r.ku ens
Weed
11
Dave Lindsay
Hob Parkei
WJPG
1110
5kw MBS
Bui ii -^milli
4
Les Sturmer
MADISON
WKOW
1070
LOkw CHS
Headley Reed
20
Ku\ Gumtow
WHA
970
5kw
3
Maurice E. White
MILWAUKEE
WTMJ
620
5kw NBC
Christal
6
Hig Murray
SHAWANO
WTCH*
060
lOOOw
1 AtW -'III
24
CANADA
BELLEVILLE
( IHQ
1230
250w
Dom.
Sup.
Stovin
Young
3y2
I'l.il K. Flagler
LONDON
CFPL
ono
5kw
Dom.
All-Canada
3
Ko' F. Jewell
TORONTO
CFRB
Kill)
50kw
CBS
10
John Bradshaw
VANCOUVER
CKWX
980
5kw
MBS
All-Canada
Weed
3
Norman W. Griffin
( HI
600
lOkw
CHC
2
1 ciin Leai h
WINGHAM
CKNX
920
lkw
Duni.
Alexander
9V2
liulp ( arbert
Television list starts below. Radio starts page 103.
ARIZONA
City
Call
Letters
Chan-
nel
Visual National
Power Network Rep.
Wkly. Hrs.
Farm Prog.
R.F.D.
PHOENIX
KTVK*
3
lOOkw ABC Weed
ARKANSAS
%
Don Tuckwood
EL DORADO
KRBB*
10
24kw NBC
6
Medlock Smead
LITTLE ROCK
KARK-TV
4
58kw
N,D
Petry
1
Bob Buice
KTHV
11
316kw
Branham
15min
Marvin Vines
KATV
172kv
C,A
Avery-Knodel
5%
Johnnie Holmes
CALIFORNIA
FRESNO
KMJ-TV*
24
447kw
NBC
Raymer
2
Ed Sturgeon
SAN FRANCISCO
KGO-TV
7
316kw
ABC
Petry
Bill Adams
SAN FRANCISCO
KPIX*
5
lOOkw
CBS
Katz
1
Sue Burnett
COLORADO
DENVER
KLZ-TV
7
316kw
CBS
Katz
1
Carl W. Herzman
KOA-TV
4
lOOkw
NBC
Petry
Chuck Muller
ILLINOIS
CHICAGO
WBBM-TV
2
lOOkw
CBS
CBS Spot Sales
1
George Menard
WGN-TV
9
120kw
D
Hollingbery
....
Norman Kraeft
PEORIA
WEEK-TV*
43
175kw
NBC
Headley-Reed
6
N. Fletcher
ROCKFORD
WREX-TV*
13
202kw
C,A
Headlev-Reed
1%
Les Davis
ROCK ISLAND
WHBF-TV*
4
lOOkw
C,A
Averv-Knodel
1%
Bruno Olson
INDIANA
BLOOMINGTON
WTTV
4
lOOkw
N,C,D
Meeker
2y2
Bill Anderson
FT. WAYNE
WKJG
33
270kw
N,D
Kavmer
1%
Wayne P. Rothgeb
INDIANAPOLIS
WFBM-TV
6
lOOkw
All
Katz
2%
Harrv Martin
TERRE HAUTE
WTHI-TV*
10
316kw
C,A
Boiling
2
. - ...
IOWA
AMES
WOI-TV
5
lOOkw
A,C,D
Weed
4
Dale McGinnis
R. C. Bentley
CEDAR RAPIDS
WMT-TV
2
lOOkw
CBS
Katz
1
Bob Nance
Chuck Worcester
DES MOINES
WHO-TV
13
316kw
NBC
Free & Peters
2%
Herb Plambeck
Keith Kirkpatrick
FORT DODGE
KQTV*
21
315kw
NBC
Pearson
2
Vernon Gielow
MASON CITY
k(.l ()-T\
3
lOOkw
C,D
Weed
2
Al Heinz
SIOUX CITY
KVTV
9
288k u
C.A,D
Katz
Warren W. Kester
WATERLOO
KWWL-TV
7
50.1kw
N,A,D
Headley-Reed
3
Bub Newbrough
112
SPONSOR
WOWO is the only single medium that covers
southern Michigan, eastern Indiana and
western Ohio.
The 4,000,000 people living here make it
one of America's major markets. Last year's
retail sales totalled almost $4,000,000,000.
And to give you an indication of how
WOWO covers it the latest 26-county Pulse
gives WOWO 476 firsts out of the total 476
weekly quarter hours.
You should know more about "The 4,000,000
Market Between."
Call Tom Longsworth, Anthony 2136, Fort
Wayne, Indiana, or Eldon Campbell, WBC
National Sales Manager, MUrray Hill 7-0808,
New York.
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON— WBZ+W BZ A
PHILADELPHIA — KYW
PITTSBURGH — KDK A
FORT WAYNE— WOWO
PORTLAND — KEX
TELEVISION
BOSTON— WBZ -TV
PHILADELPHIA— WPTZ
PITTSBURGH — KDKA-TV
SAN FRANCISCO — KPIX
KPIX REPRESENTED BY THE KATZ AGENCV
All other WBC stations represented by Free a Peters Inc.
31 OCTOBER 1955
113
') '
CONSUMER MARKETS TABULATIONS, 1
1 U. S. TOTALS
NON-KEYSTONE
COVERAGE
KEYSTONE
COVERAGE
KEYSTONE %
OF U. S.
r
FARM POPULATION
24,559,100
5,109,500
19,449,600
79.4
FARM HOUSEHOLDS
6,307,470
1,373,080
4,934,390
78.2
FARM RADIO HOMES
6,099,100
1,329,670
4,769,430
78.2
[gross FARM INCOME
($000)
33,133,071
8,986,733
■ ■' - '
24,146,338
72.9
rl
tbidta
lam doMufoj
ptml
Check the chart above and see the most
amazing coverage figures in all your media
experience.* If you have a product or
products you want to sell by the carload,
boatload or trainload to this rich and ready
market, Keystone will crown your sales
efforts with glory and profits. There's 860
Hometown and Rural American Stations
at a cost per 1,000 families so low that
you won't believe it until we prove it to you.
Just ask us . . . we'll be glad to show you!
*Stondord Role and Dato Survey
• WRITE, WIRE OR PHONE FOR
CH I CAD 0
111 West Washington SI
STate 2-6303
LOS ANGELES
3142 Wilshue Blvd.
DUnkirk 3 2910
NEW YORK
580 Fifth Avenue
PLaza 7 1460
SAN FRANCISCO
57 Post Street
SUtter 1-7440
^^ TAKE YOUR CHOICE
A handful of stations or the network . . .
a minute or a full hour . . . it's up to
you. your needs.
I^MORE FOR YOUR DOLLAR
No premium cost for individualized pro-
gramming. Network coverage for less
than "spot" cost for same stations.
f^ONE ORDER DOES THE JOB
AM bookkeeping and details are done
by KEYSTONE, yet the best time ond
place ore chosen for you.
AND
AMERICA
114
SPONSOR
KANSAS
City
TOPEKA
LOUISVILLE
LOUISVILLE
PORTLAND
BALTIMORE
DETROIT
GRAND RAPIDS
KALAMAZOO
MINNEAPOLIS-
ST. PAUL
Call
LMt.r,
Chin-
•tl
Vliual
Vi.ujI
WII'.W l\
I I
H7.IU
Nrt.ork
I \ I)
N.tlon.l
I ippi r
KENTUCKY
W W I l\*
Wll \- IA
lUdku
11
316kw
V \
< BS
WCSH l\
MAINE
lOOkw N.D
\Bl I \ I poi
II R&i
Weed
\\i;\i T\
II
MARYLAND
316kw NBi Petri
W W I T\
WOOD-TV*
WKZO T\
KSTP-TS
Wi CO-TV
MICHIGAN
97.7k\
NB<
Hollingbi rj
.iP.U
NBI
k.it/
100k*
I ,\.D
\\ti\ -Knodel
MINNESOTA
W.l» Hr.
Farm Pro«
i
■>i.
I'.
1 .,
lOOkw
M!«
Petrj
lOOkw
< .1)
Frei 8 I '
10
- ■ \ I- 1
W illini I ■
Nichola
>liirl<\ \ndi i -"ii
Burnii Arnold
1 'i Timmoni
Brofee
Robinson
Merrifiel
( .irl < oil in
i ..I Kamstedl
MISSISSIPPI
JACKSON
WLBT
3
lOOkw
NBI
Hollingberv
3%
Howard 1 ..iiiirlin
MISSOURI
KANSAS CITY
KCMO-TV
5
Tl.lkw
C,A,D
Kat/
iy*
.lark Ja< kson
Ja<k \\ ise
George Stephens
SEDALIA
KDRO-TV*
6
I6.4kw
IVar-nn
5
Jack Call
SPRINGFIELD
KVTV
3
lOOkw
N,A
Hollingl i n
1%
Loyd R. 1
ST. JOSEPH
KF1 Q-T\
2
50.1kw
CD
Headley-Reed
1
Harold J. Schmit/
MONTANA
GREAT FALLS
KFBB-TV
25.4k*
( .\.n.N
Hoag-Blair
Paul Rahdi-r-
NEBRASKA
KOI N T\
10
KEARNEY-HOLDREDGE KHOL-TY* 13 & 6
LINCOLN
OMAHA
OMAHA
I'lllku
< BS-ABl Meeki i
-".
316kw
( .\.l>
Avery-k'"l.l
2%
kMT\*
100W
i BS-ABC Petn
All Erkdalil
Bill I . Morris
Bill Tallxitt
WOW-TV
lOOkw
YD
Blair
Mai Hansen
Arnnl
SCOTTSBLUFF
KSTF*
10
12k»
( .Y\
Holluigbery
Byram
NEW YORK
NEW YORK
Will \ -T\
;?0.2U
NBI
NBI Spol Sales
',
Phil \lanipi
GREENSBORO
RALEIGH
NORTH CAROLINA
Wl MY-TY*
lOOkw
< \\
U.K\ P
1'.
W \ NC-TV
lOOkw
Pi
Ted Hytnan
Hank Wilkin«"n
WINSTON-SALEM
BISMARCK
VALLEY CITY
WSJS-TV
12
H16U
NBI
Headl>-> !•'
NORTH DAKOTA
kFMJ-TN
lOOkw
( W.n.N
_ Blair
KX.Ifi T\
lOOkw
< I)
W
W|)\Y-TV
66kw
N.N.i
Free 8 Peters
■,kin*
Ernie Br-\ik
31 OCTOBER 1955
115
OHIO
COLUMBUS
WBNS-TV
10
218.HU
ens
Blair
V-i
Bill Zipf
TOLEDO
WSPD-TV*
13
316kw
C,A,N
Katz
2%
Jim Nessle
OKLAHOMA
ENID
m,i:ot\
5
lOOkw
ABC
Pearson
VA
Ewing Canady
OKLA. CITY
KWTV
9
316kw
C,D
\\> r\-Kno(lcl
1%
\\ asm- C. l.ilr-
WKY-T\
1-
lOOkw
N,A
Katz
iy*
Ja('k Stratton
Bob Stevens
TULSA
KVOO-TV
2
lOOkw
NBC
Blair
6%
Sam B. Schneider
PENNSYLVANIA
WILKES-BARRE
WILK-TV*
34
lOOOkw
ABC
Avery-Knodel
%
James Hutchinson
SOUTH
CAROLINA
CHARLESTON
WUSN-TV*
2
lOOkw
NBC-ABC
H-R; Ayers
1
Henry Hoppe
FLORENCE
WBTW*
8
316kw
C,N,A
CBS TV Spot
%
Tom Rogers
GREENVILLE
WFBC-TV
4
lOOkw
NBC
Weed
y2
Paul L. Fisher
SOUTH
DAKOTA
RAPID CITY
KOTA-TV*
3
].->U
C,N,A
i
Gene Taylor
TENNESSEE
NASHVILLE
WSM-TV
4
lOOkw
N,D
Petry
y2
John A. McDonald
TEXAS
AMARILLO
KGNC-TV
4
lOOkw
N,D
Katz
2
Cotton John Smith
CORPUS CHRISTI
KVDO-TV*
22
16.6kw
N,A,C
Young; Brown
2
Bart Boyd
FT. WORTH
WBAP-TV
5
lOOkw
N,A
Free & Peters
y2
W. A. Ruhmann
GALVESTON
KGUL-TV
11
235kw
CBS
CBS TV Spot
5
Guy Popham, Jr.
HOUSTON
KPRC-TV
2
lOOkw
NBC
Petry
George Roesner
LUBBOCK
KDUB-TV*
13
316kw
CBS
Avery-Knodel
3%
Dave Sherrill
SAN ANGELO
KTXL-TV*
8
;;ou
C,N,A
Melville
3
Doug Thompson
TEXARKANA
KCMC-TV
6
lOOkw
C,A,D
Ven., Rin. & McC.
2
Jack Tompkins
WACO
KWTX-TV
10
107.2kw
ABC
Pearson
3y4
Johnny Watkins
WESLACO
KRGV-TV
5
28.8kw
NBC
Pearson
%
Charlie Rankin
UTAH
SALT LAKE CITY
KSL-TV*
5
30kw
CBS
CBS TV Spot
j:, L2
\\ auie F. Richards
VIRGINIA
PETERSBURG
WXEX-TV*
8
316kw
NBC
4
Loren Hiddleson
WASHINGTON
SEATTLE
KING-TV*
5
lOOkw
ABC
Blair
y2
YAKIMA
MARINETTE
KIMA-TV* 19 & 29
15kw
C.A.N
Wrrd
WMBV-TV*
11
240kw
NBC
\ en., Rin. & McC.
%
l'/2
Tom Reading
HUNTINGTON
WSAZ-TV
WEST VIRGINIA
46.8kw
NBC
Katz
1%
W. 1). Click
GREEN BAY
MADISON
WAUSAU
WISCONSIN
WBAY-TV
WKOW-TV
WHA-TV
\\-\l -T\*
27
21
lOOkw
< II-
Weed
162kw
CBS
Headley-Reed
11.9kw
lOOkw
C.N.A
Meeker
1%
y2
7'.
Da\e Lindsay-
Robert Parker
Roy Gum tow
Maurice E. White
Buck Leveston
LONDON
VANCOUVER
CFPL-TV
10
( HI T
CANADA
117kv
CBC
All-Canada
89.4kw
CBC
'-■
%
Roy Jewell
Tom Leach
116
SPONSOR
1 1 1 Madison Avenue is a i a RF] >
Beld, Mo. Pounding pavements and peddling
pations aren'i the same .i- milkini
5 a.m. Hut John Pearson, Rubs Walker, and
have In id ap nicely. The) hav<
:i sprinkling il d around th>ir persoi
Lo gel back to the farm tnd i deep interesl in rural
\ni- i ii a i" in. nk the transition.
Mayb< ii - onlj coincidence thai so man) ai
JEPCO come from the farm. M
jusl nostalgia thai Old Man .11 P( 0
bimseH (John E. Pearson)
his gold 1936 Future Farmers
"t \tin i it i pin i- hL. most
tr< isured memento, and for 20
-in . r --iw years has given an
award to a prize-winning young-
ster at tin- FFA Livestock
Shovi in Springfield.
liui it's more than coincidence
thai in addition to such stand-
out farm -tations as KWTO,
Springfield, Mo., an. I KOAM,
Pittsburg, km-.. JEPCO repre-
- such farm-oriented groups
as Dairyland Network "f Minne-
sota (10 stations), Tall I
work of Io«a (16 stations), Sun-
flower Network of i 6 sta-
tion- i, and Big Five of Oklahoma
1 5 statioi
Got a farm problem that JEP< 0
can tai kle ' vi
JOHN PEARSON
COMPANY
Nearly half U.S. farms now have television sets. Here's county breakdown
According to the Bureau of the Census study of tv sets
i June L955), 42.39? (,f f;l,m homes have television. The
era in which television could not he said to cover the
farmer intensively is over.
Starting below is the county-by-county picture of tele-
vision set ownership by farms in 26 states. The county
figures are from another Census study, the U.S. Census of
Agriculture, conducted October-November 1954 in a 20%
sample of U.S. farms. The Bureau of the Census had re-
leased figures for 31 states at presstime of which the 26
below were available in time for compilation here.
Totals for the five states not shown follow: Arizona,
41 % farm tv ownership; Delaware, 60'y ; Florida, 23.4' , :
North Carolina, 47%; Wyoming 7.6' i.
Lag in releasing the 1954 Census figures is due to the
time necessary for tabulation. While the October-Novem-
ber 1954 figures are now behind actual set count figures,
they are valuable in indicating trends. Projection of the
figures to 1955 requires individual analysis of each coun-
ty. In general those counties with low percentage of
saturation in the 1954 study can be expected to have risen
in saturation most rapidly since.
sponsor sought guidance from researchers at agencies
and networks to determine if some logical formula could
be derived for making farm county projections. Best
advice from the researchers: take each county individual-
ly, check RETMA set shipments and other local reports.
This can provide at least a rough index of growth since
the Census date. The Census itself is considered reliable
since a 209? sample is sufficient for statistical accuracy.
ARKANSAS
Clear Creek
11
6
42.9
Franklin
1 098
103
38.7
Monona
1.825
1.314
72.0
Conejos
Costilla
7:;2
:;mi
53
12
7.2
3.2
Fremont
Gem
-91
916
372
211
41.8
26.3
Monroe
Montgomery
1,317
436
967
33 1
Total
Farms
% Farms
69.2
Farms
With Tv
With Tv
Crowley
442
155
35.1
Gooding
1 038
49
4.7
Muscatine
1.713
1.362
79.5
Custer
171
33
19.3
Idaho
1,090
79
7.2
O'Brien
1.948
1,030
52.9
Arkansas
1,661
606
36.5
Delta
1,416
94
6.6
Jefferson
1,247
-.88
47.2
Osceola
1,268
451
35.6
Ashley
2,135
319
14.9
Denver
107
66
61.7
Jerome
1,122
135
12.0
Page
1.824
1,110
60.9
Baxter
Sll'i
-.2
6.4
Dolores
203
Kootenai
1.324
19 1
1
Palo Alto
1.833
475
25.9
Benton
1.1!!.'
696
15.5
Douglas
350
152
43.4
Latah
1,309
445
9! (I
Plymouth
2 722
1,887
69.3
Boone
! 769
853
20.0
Eagle
179
3
1.7
Lemhi
491
4
0.8
Pocahontas
1.907
770
40.4
Bradley
1.092
151
13.8
Elbert
733
300
40.9
Lewis
391
78
19.9
Polk
2,329
1,788
76.8
Calhoun
756
98
13.0
El Paso
897
328
36.6
Lincoln
113
7::
17 7
Pottawattamie
3.330
2.610
78.4
Carroll
1,828
232
12.7
Fremont
88:;
245
27.7
Madison
902
413
45.8
Poweshiek
1.991
1,157
58.1
Chicot
1,855
270
14.6
Garfield
677
7
1.0
Minidoka
1,067
208
19.5
Ringold
1,544
584
37.8
Clark
1,658
266
16.1
Gilpin
17
7
41.2
Nez Perce
938
156
16.6
Sac
1,894
1.125
59.4
Clay
2 605
694
26.6
Grand
191
20
10.5
Oneida
185
246
50.7
S-ott
2.030
1,590
78.3
Cleburne
1,420
193
13.6
Gunnison
221
Owyhee
711
310
41.7
Shelby
1 978
1.427
72.1
Cleveland
1.231
252
20.5
Hinsdale
10
Payette
1,113
387
34.8
Sioux
2,-12
1.151
40.5
Columbia
2.214
201
9.1
Huerfano
353
34
9.6
Power
397
154
38.8
Story
2.123
1.663
78.3
Conway
1,633
212
11 8
Jackson
112
18
16.1
Shoshone
168
11
24.4
Tama
2.537
1.416
57.0
Craighead
3,759
2,290
60 9
Jefferson
1.171
752
64.2
Teton
447
102
22.8
Taylor
■
912
49 6
Crawford
!.|. v.i
328
19.4
Kiowa
1 13
57
12.9
Twin Falls
2. 166
279
11.6
Union
1.376
489
35.5
Crittenden
1.517
1,019
22.6
Kit Carson
1,085
16
1.5
Valley
206
17
22.8
Van Buren
1,532
491
32.0
Cross
2,454
790
32.2
Lake
17
2
11.8
Washington
776
12 1
16.0
Warren
2,081
1,304
62.7
Dallas
856
120
14.0
La Plata
833
24
2.9
TOTAL
38.729
11,1(11
29 4
Washington
2.057
1.110
5 1 0
Desha
2.420
326
13.5
Larimer
1,521
913
60.0
Wapello
1.61(1
-.16
32.0
Drew
1,788
217
13.8
Las Animas
818
49
6.0
lOW/i
Wayne
1,618
386
23.9
Faulkner
2, 176
1 . 156
■
173
20.3
11.9
Lincoln
Logan
656
1,327
160
206
24. 1
15 5
1 \J TT t
Webster
Winnebago
2.463
1.629
1.806
685
73 3
Franklin
Total
Farms
Farms
With Tv
f'r Farms
Willi Tv
42.1
Fulton
Garland
1.282
1,078
82
2'. 7
6.4
24.8
Mesa
Mineral
2. 1 13
20
414
16.9
Winneshiek
Woodbury
2.580
2.781
615
1,930
23.8
69.3
Grant
886
226
25.5
M off at
329
1
0.3
Adair
1,932
990
51 2
Worth
1,468
632
43 2
Greene
2,636
946
35.9
Mo tezuma
941
20
2.1
Adams
1 355
772
53.3
Wright
1 -'.-.
1.256
67.7
Hempstead
2,123
464
21.9
Montrose
1,316
90
6.8
Allamakee
1,898
383
._.,, L,
TOTAL
192,933
105.809
54.8
Hot Spring
1.539
326
21.2
Morgan
1.370
745
54.4
Appanoose
1.1.92
507
30.0
Howard
1.272
1 11
11.3
Ctero
955
293
30.7
Auburon
1.661
1.100
66.2
KANSAS
1 ml. 'in 111!
2.084
315
15.1
Ouray
118
1
0 8
Benton
Black Hawk
2.434
2.199
[,596
1.127
65 6
Izard
1,403
45
3.2
Pack
1 59
12
7.5
64.9
Total
Farms
% Farms
Jackson
1.98(1
690
34.8
Philips
560
35
6.3
Boone
2.17!
1,576
72.5
Farms
With Tv
With Tv
Jefferson
3.660
761
20.8
Pitkin
82
Bremer
1,917
730
38.1
Johnson
1.129
90
6.3
Prowers
904
21
2.3
Buchanan
2,218
1.080
48.7
Allen
1,499
243
16.2
Lafayette
l.l::i;
199
17.5
Pueblo
1.037
564
54.4
Buena Vista
2.019
962
47,6
Anderson
1,273
376
29.5
Lawrence
1,777
340
19.1
Rio Blanco
228
Butler
2.2:;6
915
40.9
Atchison
1,408
767
54.5
Lee
:i.2::n
592
18.3
Rio Grande
53 1
Calhoun
1.930
1.090
56.5
Barber
732
260
35.5
Lincoln
-jo:: 1
319
15.7
Routt
531
13
2.4
Carroll
2,045
1.307
63.9
Barton
1.510
525
34.8
Little River
936
207
22.1
Saguache
302
9
3.0
Cass
1.984
1.316
66.3
Bourbon
1.622
382
23.6
Logan
1,944
178
9.2
San Juan
0
Cedar
2.1111
1.663
79,2
Brown
1,703
754
44.3
Lonoke
2.992
857
28.6
San Miguel
112
10
8.9
Cerro Gordo
1,988
l.li:l2
51.9
Butler
1,935
630
32.6
Madison
1,918
120
6.3
Sedgewick
117
16
3.8
Cherokee
1,765
1.112
63.0
Chase
548
161
29.4
Marion
993
63
6.3
Summit
36
1
2.8
Chickasaw
1.948
695
35.7
Chautauqua
796
149
18.7
Miller
1,548
lis
27.0
Teller
95
11
11.8
Clarke
1,260
626
49.7
Cherokee
1,551
593
38.2
Mississippi
5, .812
2,274
39.1
Washington
1,162
262
22.5
Clay
1,783
655
36.7
Oheyenne
787
19
2.4
Monroe
1,885
198
10.5
Weld
1,(187
2,773
67.8
Clayton
2,715
910
33.5
Clark
502
37
7.4
Montgomery
931
40
4.3
Yuma
1.307
63
4.8
Clinton
2.518
2.01,-.
81.2
Clay
1.335
266
19.9
Nevada
1,420
298
21.0
TOTAL
40,749
11,101
27.2
Crawford
2,364
1 363
77 7
Cloud
1 ,338
224
16.7
Newton
1,261
46
3.6
Dallas
2.123
1. 198
70.6
Coffey
1,488
299
20.8
Ouachita
Perry
1.:
670
3,895
211
697
15.7
11.5
17 9
CONNECTICUT
Davis
Decatur
Delaware
1.535
1,561
2.177
361
412
1,030
23.7
26 1
47.3
Comanche
Cowley
Crawford
118
l,99:i
1,873
97
675
481
23.2
33.9
Philips
Total
Farms
Farms
With Tt
% Farms
Willi Tv
25.8
Pike
Poinsett
924
3.399
109
1,389
11.8
40.9
Dcs Moines
Dickinson
1,394
1.204
817
318
58.6
26 1
Decatur....
Doniphan
870
1,289
121
563
14.3
43.7
Polk
1 536
11.-,
9.4
Fairfield
1,104
779
70.6
Dubuque
2.042
981
48.0
Dickinson
1.866
432
23.2
Pope
1,753
199
11.4
Hartford
2 6 28
1.817
69.1
Emmet
1.199
396
33.0
Douglas
1,435
831
57.9
Prairie
1,332
: 1
25.9
Litchfield
1,618
1.097
67 8
Fayette
2. 81.8
1.19".
42.4
Edwards
174
29.8
Pulaski
2.581
mm
55.5
Middlesex
835
537
6 1 3
Floyd
1,766
716
40.5
Elk
818
140
16.5
Randolph
1,558
284
18.2
New Haven
1 ,636
1.307
80.4
Franklin
2.076
1.306
62.9
Ellis
1,065
Kll
12.3
St. Fran.
3,689
786
21.3
New London
1 982
1,219
63.1
Fremont
1,321
1,118
84.6
Ellsworth
858
248
28.9
Saline
1,176
312
26.5
Tolland
1.322
909
88 8
Greene
1.914
1.161
76.3
Finney
7 26
33
4.5
Scott
1.102
45
4.1
Windham
1,688
1,094
64.8
Grundy
1.765
1.066
60.4
Ford
1.299
167
12.9
Searcy
1,322
62
4.7
TOTAL
12.753
8,759
68.7
Guthrie
2.015
1.193
58.3
Franklin
1.696
789
46.5
Sebastian
1,610
289
18.0
Hamilton
2.016
1.518
74.2
Geary
-■'.2
82
14.9
Sevier
1.121
183
16.3
Hancock
1,974
835
42.3
Gove
644
34
5.3
Sharp
1,156
63
5.4
IDAHO
Hardin
2.021
1.391
68.8
Graham
711
51
6.9
Stone
1,068
87
8.1
Harrison
He^ry
2 152
1,703
1,609
87".
7 1 8
Grant
218
5
2 0
Union
1,763
313
17.8
Total
Farms
% Farms
51.4
Gray
67 2
50
7.4
Van Buren
1,358
264
19.4
Farms
With Tv
With Tv
Howard
1 661
135
26.2
Greeley
267
8
3.0
Washington
4,094
580
14.2
Humbolt
1.4W
910
64.5
Greenwood
1.148
133
11.6
White
3,470
6811
19.6
Ada
2.007
879
43.8
Ida
1.403
996
71.0
Hamilton
106
7
17
Woodruff
1,910
306
16.0
Adams
28:;
38
13.4
Iowa
1,939
111'.'.
60.1
Harper
1.217
191
403
Yell
1,465
145
9.9
Bannock
873
267
30.6
Jackson
1.992
1 235
62.0
Harvey
1,368
450
32.9
TOTAL
145.075
29,400
20.3
Bear Lake
759
73
9.6
Jasper
2,696
1.802
66.8
Haskell
306
16
5.2
Benewah
4 10
109
24 8
Jefferson
1,601
::l 7
Hodgeman
587
98
16.7
Bingham
2.160
840
38.9
Johnson
2.211
".-. 2
Jackson
1 7 27
797
42.7
COLORAD
Blaine
Boise
Bonner
::2o
142
1,150
55
33
373
17.2
23.2
S2.4
Jones
Keokuk
Kossuth
1,959
2.1 in
3.070
1.272
1.077
1.226
64.S
50.3
39.9
Jefferson
Jewell
Johnson
1,585
1,558
1 342
817
170
51.5
10 9
Total
Farms
% Farms
949
70^7
Farms
WlthTv
With Ti-
Bonneville
1.482
684
16 2
Lee
1,751
781
1! 6
Kearny
318
20
6 3
Boundary
596
128
21.5
Linn
3.133
2.1 -.2
68 7
Kingman
1.320
497
37 7
Adams
1.286
843
es. 6
Butte
271
67
217
Louisa
1.199
858
71 6
Kiowa
"
71
11.0
Alamosa
398
19
4.8
Camas
131
12
9.2
Lucas
1,345
593
44.1
Labette
2,048
731
35.8
Arapahoe
674
390
57.9
Canyon
4,183
1,725
11.2
Lyon
1.878
7 10
39.4
Lane
362
53
14.6
Archuleta
225
1
0.4
Caribou
578
115
25. 1
Madison
1,857
1,131
60.9
Levenworth
1 7 18
992
Baca
934
41
4.4
Cassia
1,225
296
21.2
Nahaska
2.:; 20
7 16
82 2
Lincoln
1.015
163
16.1
Bent
66
11.5
Clark
67
42
62.7
Marion
2.106
1.071
-,11 9
Linn
1.977
616
41 7
Boulder
990
625
63.1
Clearwater
336
62
16.1
Marshall
2.151
1.755
81.1
Logan
345
5
1.4
Chaffee
199
34
17.1
Custer
290
51
18.6
Mills
1.209
936
77 1
Lyon
1.8:;-,
290
15.8
Cheyenn*
434
16
3.7
Elmore
407
91
23.1
Mitchell
1.658
758
15 7
McPherson
2,123
684
32.2
118
SPONSOR
The mm who
jSi tkm boot*...
reachOO^
of oklahoma's
farm income!
JACK STRATTON
WKY, WKYTV Form Direc-
tor. Jock was born and
raised on a farm and has
hod over fifteen years of
experience in various phases
of farming. Stratton hos
done considerable extension
work and served for severol
yeors as a county ogent
before coming to WKY,
WKYTV. He is a man well
qualified and well known In
forming circles.
WESLEY TURNER
WKY, WKYTV Associate
Form Director. Wesley, too,
was born and raised on a
form, in fact he still owns
and manages a 200 acre
farm. Turner came to WKY,
WKYTV with 8Vj yeors of
vocational ogriculture teach-
ing experience, a back-
ground well suited to farm
reporting.
Oklahoma farmers know these mud-caked
boots and the men who wear them . . . and thej
know them personally. WKY and WKY-TV
Farm Reporters wear these boots and with them
they wear the honor of being "personal friends"
with the most important share of Oklahoma's
rural population. These friendships were
won by our Farmer Reporters, not only through
their radio and TV Farm Programs, but from
meeting and talking to the farmer on his
"home ground."
WKY and WKY-TV Farm Reporters travel
more than 60,000 miles each year . . . make
over 300 personal appearances . . . and spend
countless hours "just visitin' with farmers."
These "circuit riding" trips pay dividends with
a devoted and ever-growing audience for
WKY and WKY-TV's Farm Programs.
Programs that reach the people who make 88' <
of Oklahoma's farm income. A vast, fertile
audience that is "sold" on WKY and WKY-TV.
These Oklahoma farmers can be "sold" on
your product, too ... if you take advantage of
the "personal" friendliness that they have for
WKY, WKY-TV and their farm reporters.
AGRICULTURE IS OKLAHOMA'S NO. 1 INDUSTRY!
WKY *X> WKYTV
OKLAHOMA CITY
Owned and Operated by The Oklahoma Publishing Company:
The Daily Oklahoman, Oklahoma City Times, WSFA, WSFA-TV, The Farmer-Stockman
Represented by The Katz Agency
CHANNEL
Marion
Marshall
Meade
Miami
Mitchell
Montgomery
Morris
Morton
Nemaha
N. Mho
Nest
Norton
Osage
Oibornt
Ottawa
Pawnee
Phillips
Pottawatomie
Pratt
Rawlins
Reno
Republic
Rice
Riley
Rooks
Rush
Russell
Saline
Scott
Sedgwick
Seward
Shawnee
Sheridan
Sherman
Smith
Stafford
Stanton
Stevens
Sumner
Thomas
Trego
Wabaunsee
Wallace
Washington
Wichita
Wilson
Woodson
Wyandotte
TOTAL
1.928
2.083
1.845
1.057
2.045
1,067
1.800
1,691
1,011
si I
1,198
1,520
860
2,712
972
'.Ml
1 7 '.I
2,158
380
1,720
573
1,050
282
1.111
327
366
1.317
815
] 009
120. 167
457
348
872
714
216
430
111
200
348
413
21
1,072
192
L89
210
194
437
21
1.036
12
900
54
6
585
444
II
15
;i7 7
17
117
325
4
301
11
278
121
715
34,004
23.7
16 7
7.1
47.3
14.9
20.2
1.7
21.2
28.3
20.1
39.1
10.6
33.4
35.3
16.7
27.2
19 1
2.6
39.5
11.3
20.4
22 2
20.5
30.1
5.0
48.0
3.2
52.3
7.0
1.0
11.0
42.3
5.0
5.7
44.6
64.
117.
29.2
1.2
15.0
3.0
21.1
14.8
70.9
28.3
MAINE
Total Farms % Farms
Farms Willi Tv Willi Tv
Androscoggin
Aroostook
Cumberland
Franklin
Hancock
Kennebec
Knox
Lincoln
Oxford
Penobscot
Piscataquis
Sagadahoc
Somerset
Waldo
Washington
York
TOTAL
1.009
1,749
968
1 252
2,132
806
975
1,392
530
368
i 378
1,553
1,120
1.477
490
354
242
994
10
497
501
1,109
257
202
679
077
273
810
- 021
48.6
9.0
55.2
25.0
45.1
46.6
37.8
51.0
36.0
50.0
48.5
54.9
36.2
43.6
24.4
54.8
38.2
MASSACHUSETTS
Total Farms % Farms
Farms With Tv With Tv
Barnstable
Berkshire
Bristol
Dukes
Essex
Franklin
Hampden
Hampshire
Middlesex
Nantucket
Norfolk
Plymouth
Suffolk
Worcester
TOTAL
512
l.oss
1,610
72
1.197
1,541
1.412
1.610
2,245
11
915
1,846
35
3.267
17.361
210
752
1.287
30
921
729
904
872
1,762
666
1,364
15
2.420
11.968
48.0
69.1
79.9
41.7
76.9
47.3
64.0
54.2
78.5
7TS
73.9
42.9
74.1
68.9
MINNESOTA
Total Farms
Farms With Tv
Aitkin
Anoka
Becker
Beltrami
Benton
Big Stone
Blue Earth
Brown
Carlton
Carver
Cass
Chippewa
Chisago
Clay
Clearwater
Cook
Cottonwood
Crow Wing
Dakota
Dodge
Douglas
Faribault
Fillmore
Freeborn
Goodhue
Grant
Hennepin
Houston
Hubbard
Isanti
Itasca
Jackson
Kanabec
Kandiyohi
Kittson
Koochiching
Lac qui Parle
Lake
1.805
1.194
2613
1,676
1.395
9 S3
2.7S1
1,978
1,630
1,875
1,487
1,629
1 618
1,988
1,305
31
1.959
1.283
1.839
1 691
2.283
2 779
2 698
1 286
1.095
1.170
1.711
2,254
1 381
2,540
10
'.MM
152
932
783
453
80
461
91
1,552
sil
610
1.150
170
326
965
979
46
0
536
215
1,127
996
300
863
854
1 300
1.491
146
1.7113
220
60
721
165
516
661
866
42
281
46
",- Farms
With Tv
18.4
65.6
17.3
4.8
33.0
9.3
55.7
12.7
37.4
01.7
lis
20.0
59.6
49.2
3.5
0.0
27.4
19.1
77.6
58.9
13.1
36.1
30.7
44.7
55.3
11.4
70.8
13.6
5.5
49.0
9.6
22.9
47.9
34.1
3.3
3.3
14.3
30.3
Lake of the Wood!
Le Sueur
Lincoln
Lyon
Mahnomen
Marshall
Martin
McLeod
Meeker
Milli- Lacs
Morrison
Mower
Murray
Nicollet
Nobles
Norman
Olmsted
Otter Tail
Pennington
Pine
Pipestone
Polk
Pope
Ramsey
Red Lake
Redwood
Renville
Rice
Roek
Roseau
St. Louis
Scott
Sherburne
Sibley
Stearns
Steele
Stevens
Swift
Tcdd
Traverse
Wnbasha
Walena
w iseca
Washington
Watonwan
Wilkin
Winona
Wright
Yel'rv* Medicine
TOTAL 11
632
1.863
1.511
1,911
850
2.299
2,585
2,003
1.711
2.20 1
■■ B9 I
1 . 1 52
2 152
1 107
:: 860
1 781
15 1
S5I
2,597
3.010
2,197
1,404
8,568
1.171
i 009
4,308
1.233
1 5 15
1 ■; 13
1.511
1.121
1.183
1 7s7
3.177
2,103
1,095
197
373
175
230
856
1,317
1,131
678
5 5S
1.219
451
786
667
585
958
931
792
111
'■-,]
282
390
65
840
1,285
1.365
53
900
991
5 IS
1 250
'is:
no
366
5115
no
651
110
1 070
50
477
520
1.910
57 1
:-. in-.
ii g
10 5
20.6
9.7
34.2
!
in i,
48.3
22 5
30 2
:;i 2
42.3
4.9
32.3
::l 7
15.1
02 1
43.9
2 5
■J 5 2
67 I
513
33.5
21.2
15.3
11 7
12 i
7" 7
40 3
29 1
60 !
17.8
333
MONTANA
Peverhead
Pin Horn
Riaire
Proadwater
Carbon
Carter
Cascade
Chouteau
Custer
Daniels
Dawson
Deer Lodge
Fa'lon
Fergus
r'-."-f~,|
Gallatin
r-ar«eld
Glacier
's-'rien Valley
Granite
HIM
Jefferson
Judith Basin
Lake
I ewis and Clark
Liberty
I incoln
Madison
M»Cone
Meagher
Mineral
Missoula
Musselshell
Pa'k
Petroleum
Phillips
pondera
Powder River
Powell
Prairie
Ravalli
Richland
Roosevelt
Rosebud
Sanders
Sueridan
Silver Bow
Stillwater
Sveet Grass
Teton
Toole
Treasure
Valley
Wheatland
Wibaux
Yel'owstone
TOTAL
Total
Farms
339
815
215
896
432
1.132
1,064
153
609
687
117
184
1.070
1,434
1.011
360
385
197
181
899
27 1
4S9
1,490
382
337
387
508
010
155
85
042
259
550
140
711
696
424
222
257
1.396
1.0O4
S0O
isi
.591
905
142
0 13
366
952
in;
1 Is
1.097
201
290
1.401
33.059
Farms
With Tv
32
84
10
0
188
1
290
337
Farms
With Tv
9.4
10.3
2 2
2.8
21.0
0.2
31 7
9
61
o
71
98
50
1"7
2.5
30
5
1.0
0.9
11.1
1.8
5 9
6.1
1.2
1.6
l.o
12.7
5.0
6.8
0.7
115
0.0
13.1
31.8
6.5
5 9
0.8
33
23
19
3
7
80
69
3
18
18
34
25
28
117
16
201
50
1 I
5.1
8.9
3.5
2.1
1.0
11.5
0.5
4.9
0.3
2.1
3.7
5.8
2 6
19.7
18.2
4.4
21.4
11.2
9.5
II 5
1 5
0,7
9.0
NEBRASKA
Tolal Farm- Farm
Farms With T\ With Tv
Adams
Antelope
Arthur
Banner
Blaine
Boone
Box Butte
Boyd
Brown
Buffalo
Burt
Butler
Cass
Cedar
Chase
Cherry
Cheyenne
Clay
Colfax
'58
107
25 1
17S
1 531
707
703
518
■j 1 1. ii i
1.321
1 685
1.597
1.948
012
S12
953
1.079
1.313
319
309
1
494
12
32
2
677
941
883
1.005
1 n ;-,
20
20
119
27 2
035
25 1
17 6
II 'I
30.3
1.1
32.3
1.7
1 o
0 1
33,9
71 2
52 I
00 7
53 1
3.3
■> -
15 6
25 2
48.4
Cuming
Custer
Dakota
Dawson
Deuel
Dixon
Dodge
Douglas
Dundy
Fillmore
Franklin
Frontier
Furnas
Gage
Garden
Garfield
Gosper
Grant
Greeley
Hall
Hamilton
Harlan
Hayes
Hitchcock
Holt
Hooker
Howard
Jefferson
Jo tnson
Kearney
Keith
Kcya Paha
Kimball
Knox
Lancaster
Lincoln
Logan
Loup
McPherson
Madison
Merrick
Morrill
Nance
Nemaha
Nuckolls
Otoe
Pnwnee
Perkins
Phelps
Pierce
Platte
Polk
Red Willow
Richardson
Rock
Saline
Sarpy
Saunders
Scotts Bluff
Seward
Sheridan
Sherman
Sioux
Stanton
Thayer
Thomas
Thurston
Valley
Washington
Wayne
Webster
Wheeler
York
TOTAL
1.801
688
1.759
411
1.321
1,011
1,432
527
1,377
908
873
1.00.1
2,274
571
70
800
1,343
430
1,873
78
1.201
1.347
1,042
59 I
::77
2,07 I
1,596
211
■ w i
loo
1,731
1.130
854
s.,.,1
1.17s
1 1 7 J
1.021
998
1,191
1,892
1,242
828
1,562
397
1,644
801
2.203
1.711
1.071
1,018
1.021
525
1,150
1.309
123
91!
1.038
1.309
1,393
1.013
272
1,563
100,846
971
214
21
578
792
1 238
1.20 1
lis
203
113
282
862
17
8
167
53.9
8.2
3.1
32.9
8.0
75.4
84.1
11
32.5
22 I
12.9
28.1
37.9
3.2
2.2
29.9
Somerset
Sussex
Union
Warren
TOTAL
1.033
1.U21
208
1.120
22, osi,
874
751
105
882
84.4
: -
79 3
78.8
89.9
87
551
400
8
23
157
llll
306
520
5 10
9
7
10.,
590
1 130
88
12
4
663
13
201
no
!,li:;
318
8
117
401
862
571
130
714
9
511
163
845
19
117
29
561
207
5 15
80
1,026
BOO
17S
46
571
10.9
39.8
29.8
in ::
1.8
3.4
7.3
15 9
22.5
49.9
57.0
1 5
1.9
22 !'
.,i, -
5,5
5 7
1.8
1 2
-
26.8
5 I.
57,1
12 7
31,1
1 2
II s
35.0
15 7
45.7
2.3
31.9
.,7 5
61 7
9.4
50.5
1.9
11.5
5.5
48.8
21.7
4.1
51. .
7s 1
57.4
17.0
10 9
33.4
NEVADA
Total farms <~r Farms
Farms With Tv With Tv
Churchill
Clark
Douglas
Elko
Esiroralda
Eureka
Humboldt
Lander
Lincoln
L yon
Mineral
Nye
Ormsby
Pershing
Storey
Washoe
White Pine
TOTAL
619
210
121
278
22
36
113
33
134
327
53
134
33
117
11
465
148
3.2
10.5
3.2
4.3
1
1
181
3
0.9
9.1
38.9
2.0
8.8
NEW HAMPSHIRE
Total Farms r'r Farms
Farms With Tv Willi Tv
Belknap
Carroll
Cheshire
Coos
Grafton
Hillsborough
Merrimack
Rockingham
Strafford
S"llivan
TOTAL
575
467
817
,;7il
1.393
1,831
1.512
1,678
660
77S
10.411
27 s
239
14
211
378
1.252
950
1.111
in.;
20 s
5.17,5
48.3
51 2
42.0
31.5
27 1
68.4
02 0
66 I
01 5
38.3
NEW JERSEY
Total Farms % Farms
Farms With Tv Witli Tv
Atlantic
Bergen
Burlington
Camden
Cape May
Cumberland
Essex
Gloucester
Hudson
Hunterdon
M ercer
Middlesex
Mcnmouth
Morris
Ocean
Passaic
Salem
1,279
5 17
1,835
058
315
2.237
154
1.608
52
2.2M1
SL'S
1.070
2 is.;
1.023
1.211
51 1
1.178
1.012
467
1.431
575
210
1.926
111
1.425
13
1,705
002
978
2.110
si:
1.009
255
1 .225
79.1
85 I
7^ ii
S7 1
78 1
SO 1
72 1
88.6
82 7
so 1
Sll II
91.4
86.3
-
81.2
NEW MEXICO
Total
Farms
', Farms
Farm*
With Tv
Willi Tv
Bernalillo
883
402
45.5
Catron
315
30
9 5
Chaves
07 2
367
5 1 0
Colfax
442
13
2.9
Curry
957
65
6.8
De Baca
267
31
11.6
Dona Ana
1,119
561
50. 1
Eddy
030
202
32 1
Grant
31
9 1
Guadalupe
333
27
8.1
Harding
23
8.7
Hidalgo
175
4
2.3
Lea
717
193
25.8
Lincoln
418
62
14.8
Luna
165
511.8
McKinley
419
1
0 2
Mora
75i|
29
3.9
Otero
:(..'.!
53
111
Quay
.803
55
o 1
Rio Arriba
1 ,880
161
» 9
Roosevelt
144
9.1
Sandoval
105
11.9
San Juan
830
0
0.7
San Miguel
Santa Fe
705
128
Is 2
Sierra
22
s.o
Socorro
105
26.4
Taos
1 'isj
73
0 7
Torrance
551
125
22,7
Union
..s||
93
Valencia
1.074
-
32.4
TOTAL
21,070
17.3
NORTH DAKOTA
Total
Farms
5S Farms
Farms
With Tv
With Tv
Adams
S55
37
.; 7
Barnes
1,798
521
Benson
1,331
96
Billings
7
2.0
Bottineau
1,077
490
29.2
Bowman
537
5
0.9
Burke
892
57
6.4
Burleigh
1.026
296
28.8
Cass
58.8
Cavalier
1.701
43
2 1
Dickey
1.171
197
10 S
Divide
907
24
Dunn
1,059
31
Eddy
556
29
5 2
Emmons
261
2» 7
Foster
612
7s
12 7
Golden Valley
1
0 2
Grand Forks
1 886
166
21 7
Grant
1.018
115
11.8
Griggs
sir,
jiil,
218
Hettinger
887
62
7.0
Kidder
871
111
16.2
La Moure
1,365
247
Is 1
Logan
827
67
8.1
McHenry
1 596
478
29.9
Mcintosh
Bgg
22
•> -i
McKenzie
1,202
in
0 8
McLean
1,859
16.8
Mercer
40
5.4
Morton
1 155
127
29.4
Mountrail
1.270
17.5
13.7
Nelson
1.104
93
8 1
Oliver
5 5 5
97
17 5
Pembina
1,519
120
7 9
Pierce
'•57
62
6.5
Ramsey
1,269
82
6.5
Ransom
1.140
393
34.5
Renville
270
32.4
Richland
939
40.4
Rolette
1.001
88
8.8
Sargent
1.108
295
Sheridan
s.; 5
67
7 7
Sioux
::is
47
14.8
Slope
447
5
1.1
Stark
1,169
87
7.4
Steele
802
353
41 0
Stutsman
2 0 12
288
11 1
Towner
42
1.8
Traill
1.320
669
Walsh
-
159
7,0
Ward
ins:;
603
30.4
Wells
1.391
89
6.4
Williams
1.536
28
1.8
TOTAL
61.939
11.178
18.0
OKLAHOMA
Adair
Alfalfa
Atoka
Beaver
Beckham
Blaine
Bryan
Caddo
Canadian
Carter
Cherokee
Choctaw
Cimarron
Cleveland
Coal
Comanche
Cotton
Craig
Creek
Custer
Delaware
Dewey
Ellis
Garfield
Garvin
Grady
Grant
Greer
Harmon
Total
Farms
1,590
1,406
1.489
1,275
1.572
1.0 2i i
2.117
1.848
1,544
1,798
1,017
5 5! I
1.211
I
1.477
1.011
1.002
1 55'.
1.010
1 071
1.193
970
2.211
1.800
8.493
1 792
1.026
Farms % Farms
With Tv With Tv
207
575
235
91
285
843
307
1.607
1.178
422
380
187
52
582
105
686
491
572
678
585
300
402
99
1.142
885
1.443
731
120
112
13.0
40.9
15.8
7.1
18.1
52.0
17.3
55.6
63.7
-
21.1
11.6
9.3
47.9
20.8
10.4
47.2
35.7
43.5
36.1
18.2
33.7
10.2
64.3
47.6
57.9
11 o
117
12.8
120
SPONSOR
More Farm Programs Make
KMA Your Best Farm Buy
KMA has 22 Hours of
Farm Programs Weekly
in the Nation's No. 1
Farm Market.
Farm Programs on 18
other Leading Corn
Belt Stations Average
only 8V2 Hours Weekly.
— Locations of stations
shown on map at right
s
• Moion City
\#Tontlon
Sioux City,
NEBRASKA
f^r. j A Wolirloo#
fort Dodo>- 0 w
\ Cedar Rapid, (
• D. 1 Mom, ,
Grond I, land a i _
W hum
KMA's .5 M.V. PRIMARY MARKET*
Population 2,859,000
Farm Population 720,200
Radio Homes 817,379
Farm Income. . $1,989,914,000
Retail Sales $3,081,010,000
•SMSRDS filimoloi
Withita
You'll sell more to farmers when you use the station that serves
them best. And for 25 years in the Nation's Number 1 Farm Market
that station has been KMA. Figures in the October, 1955, Spot Radio
Rates and Data show that KMA carries almost three times as much farm
programming as the average of stations in the Corn Belt.
Farmers listen faithfully to KMA to get the news and information
that interests them most — complete and frequent weather forecasts and
market information, up-to-the-minute coverage of important agricul-
tural events, stories on new advances in farming, human interest features
about people in their area.
KMA's two full-time farm directors are both Ag college graduates.
They travel over 75,000 miles every year to make sure Corn Belt farmers
get the information they want . . . and you get the big, loyal audiences
you want.
Jack Gowing, KMA associate farm service
director, follows down a lead on more profit-
able hog raising.
Merrill Langfitt, KMA farm director, inter-
views a member of the Russian Farm Dele-
gation that visited Iowa.
'THE HEARTBEAT OF THE CORN COUNTRY
ikxuw/a
5000 WATTS • 960 KC
£L! SHENANDOAH, IOWA
"^^5tT?^^:****-Represented by Edward Petry & Co.. Inc
31 OCTOBER 1955
During 7955 the
following Farm
Advertisers have
successfully
used KMA
Allied Chemical b Dye
J. I. Case Tractors
DeKalb Corn and Chicks
Ford-Dearborn Farm
Machinery
Cenuine Pfister Hybrids
Cooch's Feeds
Goodrich Farm Tires
International Harvester
Kewanee Farm Machinery
Keystone Fence Co.
Larro Feeds
Myzon
Nitragin Co.
Nutrena
Oyster Shell Products
Pioneer Hy-Line Chicks
Ralston-Purina
Reynolds Aluminum
Farm Buildings
Swivax Vaccine
Wayne Feeds
Plus — 64 other regional and
national farm accounts selling
everything from feeds to
fence posts.
121
122
SPONSOR
Harper
Haskell
M iiuiici
lUkMM
Jert.-r.un
Johnston
Kay
Kingfisher
Klu.a
Lalimor
La F tore
Lincoln
Logan
Lovo
MeClaln
Mel.urlain
Mcintosh
major
M a. >li. ill
Miyri
Murray
Muskogee
Noble
Nowata
Okluskee
Oklahoma City
Okmulgee
Osage
Olla.a
Pawnee
Payne
Pittsburg
Ponlotue
Pollaw.tlomle
Pushmata'ia
Roger Mills
Roaert
Seminole
Sequoyah
Stephens
Texas
Tillman
Tulsa
Wagoner
Washita
Wis mgton
Woods
Woodward
TUIAL
..■II
79
ii i
1.171
1 '•
0 8
I ■ ..
31 >
33 1
1. ,.2
21 7
VUU
.. .1
131
1 . 7
•J. in.
40 Ii
1 .. ,t
1.017
i.l 3
l.i. I-'
41 3
8.1
1,141
41 7
1.
1 . I
■^2
2 .1
18 1
1.494
r«4
II 1
I, ... ,
•-'1 tl
•J 7 0
Ii 1
1,83(1
3 1 7
i ..i
709
33 5
l.i.'i
31 7
1.397
111
32 3
•-*. . 1 1
l.tiiS
09 0
II .
1,048
1.301
483
1 : 1
1.741
7..I
43 3
1.071
1. .1
l.i. OH
1.163
l.n.7
II |
1
S3
4 3
I.I II
107
0 2
1.0 20
108
45 0
l.il 1
71}
41.3
1.771
11 5
1.771
073
3s I
10 1
1.418
383
4i 7
l.uu3
Ml ■
1.471
334
1.447
031
3< 1
W7
:i .s
J 7 |
1.3X3
3si
■> |
1.101
lots
IB 3
118.979
41. DOS
35.0
OREGON
Baker
Benton
Clackamas
Clatsep
Columbia
Coos
Crook
Curry
Oeichutes
Douglas
Gilliam
Grant
Harney
Heed River
Jackson
Jefferson
Jsse phine
Kl.imatM
Lake
Lane
Lincoln
Linn
Malheur
Marion
Morrow
Multnomah
Pelk
Sherman
Tillamook
Umatilla
Union
Wallowa
Wasco
Washington
Wheeler
Yamhill
TOTAL
Total
1'ai ins
393
1.133
5.1.07
i Hi
1.773
1,408
303
3J0
1,007
1,135
111
I".!
322
1.002
1.647
:.!ii)
1.413
in
4.012
i:77
3. 196
2.116
4,643
183
1,080
2U5
!'>7
638
803
3.1176
173
2.173
34,441
Farms
Willi Tv
101
3:0
2.497
172
15
17
41
II
233
27
3
10
275
1.22S
1. 'J
481
8
1.229
71
033
801
1.0.11
21
886
831
82
215
113
51
33
111)
1.558
Willi Tv
10.1
32 1
41 I
21 7
40.6
1.1
4.3
In .
I 1
In I
12 7
0.5
3 I
17.4
4n I
11 7
333
53
1.0
30 I
in 5
2'J 3
36.4
42.6
5.2
81 7
33 I
30.0
2. 1
7 ll
5.2
4.8
13 .7
42.4
RHODE ISLAND
Bristol
Kent
Newport
Providence
Washington
TOTAL
Tolal
Kai ins
100
310
1,1
819
322
2.001
Farms
Wan iv
70
lie
330
632
211
Farms
70.0
77 .1
7^ g
SOUTH DAKOTA
Armstrong
Aurora
Beadle
Binndt
Bon Homme
Brookings
Brown
Brule
Buffalo
Butte
Campbell
Charles Mil
Clark
Clay
Codington
Corson
Custer
Davison
Day
Deuel
Dewey
Douglas
Edmunds
Fall River
Fauik
Grant
Gregory
Haakon
Hamlin
Tolal
Farms
10
m:
1.818
336
1.368
1,341
711
184
631
636
1 807
1,133
1.07S
777
3*0
892
1.000
1.2ns
181
883
978
415
711
1.264
1,036
4:u
1.023
Farms £ Farms
Wiih Tv wan tv
7
457
512
1H3
19
2
23
163
84
703
51
1
35
46
132
40
40
4.2
5 1
1.8
33 4
10.5
13
1.1
3.6
10 4
4.9
61.0
7 .1
6.6
0.3
9.5
2.9
10.9
8.3
4.5
2 I
h7
5.3
1 1
0 8
8.5
Hand
Han.on
Harding
Huguet
Hutchinson
Hyde
Jackson
Jerauld
Jones
Kingsbury
Lake
Lawrence
Llnco.n
l VIM II
Marshall
Mce.00*
MePfiorson
Meade
Mellette
Miner
Minnehaha
Moixiy
Pennington
Perkins
Poller
Roberts
Sanborn
Shannon
Spink
Sian.oy
Su.ly
Todd
Tripp
Turner
Un.on
Walworth
W..n.uaugh
Yankton
Ziebach
TOTAL
1 ... 1
1.J2I
l.lul
1,01 •
0
71)5
I'll
810
140
1 ... 7
111
112
l.lul
1.360
.ill
II
1 >'J
2
0
337
H
I
37
235
II
230
371
0
13
.212
11
21
in
50
I
102
8
1
21
856
850
12
7
7
10.600
4 0
l> i>
I I
1 I
I 0
00
53.3
429
1 I
I -
1 . 1
1. I
II I
09
1 'J
0 2
1 1
3'. 2
2 I
2 0
2.0
17 1
TENNESSEE
Total Karma % Farms
Faiuis Willi Tv Wan TV
Anderson
Bediord
benion
Biedsoe)
biount
Bradley
Cimpbell
Cannon
Carroll
Carter
Cheatham
Chester
C.aiborne
Clay
Cocke
Coffee
Crockett
Cumberland
Davidson
Decaiur
De Kalb
Dickson
Dyer
Fayette
Fentress
Franklin
Gibson
Grainger
Greene
Grundy
Hanibicn
Hamilton
Hancock
Hardeman
Hardin
Hj.kins
Haywood
Henderson
Henry
Hickman
Houston
Jackson
Humphreys
Jefferson
Johnson
Kno«
Lake
Lauderdale
Lawrence
Lewis
Lincoln
Loudon
McMmn
McNairy
Macon
Madison
Marion
Marshall
Maury
Meigs
Monroe
Mocre
Montgomery
Morgan
Obion
Overton
Ptrry
Pickett
Polk
Putnam
Rhea
Roane
Robertson
Rut. erlord
Scott
Sequatchie
Si vh r
Shelby
Smith
Stewart
Sullivan
Sumner
Tipton
Trousdale
Unicoi
Union
Van Buren
Warren
Washington
Wayne
Weakley
White
1.883
1.033
827
2.817
1,430
1,407
2. Mi.
1.2.12
1.300
I." 9
1.151
1.098
2.1.07
I.S48
2.371
1.016
1.527
1,698
2.653
4.1s3
l.H.1
2.262
4.830
2.2 10
5.055
1008
1.713
2.710
2.UH3
3.646
4.201
2.123
1,303
1,407
823
1,884
1.040
1,084
1,807
3.509
700
2.368
3.2O0
520
3.107
1.400
2.016
2.409
3.50 I
SOI
1,887
3.010
, -1
2.540
Ti',4
2.17".
908
715
788
770
2.5 14
1.005
1.308
2.002
3.441
1.016
1,877
5.115
1.131
3.499
3.522
3.006
• I
954
1.4X8
3.541
1.447
3.401
475
11..
84)
916
306
300
370
500
255
317
123
309
537
801
1.676
.,1
520
1. II
1.007
613
119
519
1.337
206
077
120
260
787
135
5 12
527
3110
417
413
1 ...
80S
200
346
101
1,280
2 '2
ii>0
550
1U6
697
351
191
301
721
852
115
620
1,021
103
350
150
669
102
667
349
46
113
231
"7 2
1.411
76
71
466
2.100
835
237
1.083
1.314
260
335
83
649
•
470
321
30.5
37 0
15.0
7.0
32 2
21 I
20.1
13 I
11.5
41 3
18 2
13 I
11.3
12 ..
31 6
30.7
13.4
70.6
5 3
31.1
33 8
41.3
116
8.1
22 0
2 7 I
0 2
10. I
20.1
1U.7
41 2
8.9
20.0
7 I
14.5
10.4
12 1
16.7
29. 1
IS. 1
20.8
23.8
16.0
14.4
35.6
29.2
20.4
17 1
20.0
2, 1
14 4
19 3
20.9
18 2
32.9
33 9
15 1
13.3
10.6
27.0
21 1
15 9
8.7
59
14.9
22 5
23 3
20 3
47 0
40.6
7 5
16.6
1- 1
42.6
33 3
20.9
31.0
81 3
39 0
30.7
12 ■;
23.5
17 r
32 1
59
13.3
17.6
Williamson
Wilton
IUI AL
1.094
TEXAS
Total
..mi Tv
Anderson
Andrews
Angelina
Archer
Armstrong
Ataicosa
Austin
banoy
ba mora
bastrop
b. ylor
bee
Bell
beiar
bianco
II..11I. n
botque
bowie
Brsuorla
bruoe
Brewster
Briscoe
Brooks
brown
bur.eson
bui net
Caluwell
Ca.houn
(. 1. ..in. in
Chambers
Camp
Carson
Cass
Castro
Cameron
Cherokee
C.ildress
Clay
Cochran
Coke
Coieman
Coiun
Collingsworth
Co.oraJo
Comal
Comanche
Concno
Cooke
Coryell
Coiue
Ciane
Ciockctt
Crosby
Cuiberson
Dallam
Dallas
Uawson
Dual Smith
Delta
Denton
De Witt
Dickens
Dimmit
Don.ey
Duval
ta.i.and
Ector
Edwards
Ellis
El Paso
Erath
Fails
Fannin
Fayette
Fisner
Floyd
Foard
Fort Bend
Franklin
Freestone
Frio
Gaines
Ga.veston
Garia
1. 11.. .Die
G.as.cock
Uu.iaJ
Gonzales
Gray
Grayson
Gregg
Grimes
Guadalupe
Hale
Hall
Hamilton
Hansiord
Hardeman
Hardin
Harris
Harrison
Hartley
Haskell
Hays
Hemphill
Henderson
Hidalgo
Hill
Hockley
Hood
Hopkins
Houston
Howard
Hudspeth
Hunt
Hutchinson
Irion
Jack
Jackson
Jasper
Jeff Davis
Jefferson
Jim Hogg
Jim Wells
Johnson
Jones
Karnes
Kaufman
1,481
in
1.121
101
1-1
3U3
191
931
2.836
3,076
078
178
419
1,427
1,100
I.1.1.2
607
2.002
1.700
1.575
22
147
770
61
370
1.101
874
1.117
2.221
2.213
201
619
652
77
269
2,885
690
2.021
3.773
1.101
1. 184
2,407
810
1.711
510
503
715
436
1.306
139
2.117
523
857
2.007
1,703
1.406
421
652
1.141
3.363
2,581
203
1.330
310
803
178
171
843
1.074
101
1.033
129
2.106
1 1
638
III
loo
1.444
1. II
317
21
2ol
312
37 1
83
337
60
238
422
3'.1
55
1- .
127
93
268
55
371
2. >
131
671
465
46
2
9
631
1
130
1,8 ,1
626
270
211
1.168
413
"US
151
13
200
36
25
470
5 43
723
730
533
3',5
167
868
184
108
200
436
225
130
47
207
li.l
236
689
80
298
88
187
313
172
100
393
41
539
1.307
904
90
31
271
306
8
917
10 8
li 1
39.8
31.0
1 1 0
10 1
Su.l
21.6
61.0
11.7
7.8
40. 6
17 I
22 2
18.8
62.1
1, I
22.3
31 9
13.1
14.1
30.5
20.5
9.8
9.1
6.1
81.0
1.6
35. 1
72.6
5o.9
40.1
21.0
52.6
18.7
EM
21.1
2.3
17.8
46.8
9.3
53.3
63.1
20.0
26.7
21.7
14.2
30.6
50.0
38.1
36.1
17.9
16 6
38.0
41.1
61.0
51.6
13 8
33.8
23.9
31.0
30.6
36.3
10.1
16.3
32.9
10.7
19 9
20.9
23.7
30.0
64.9
49.3
2H.3
45.6
13.2
24.1
32.1
41 0
43.6
18 3
31.7
41.0
39.8
52.6
27.0
31.4
7.9
50.9
1X0
slTe
23.9
43.5
K>n,l.ll
Kenedy
Kml
Kerr
Kimble
K ng
Kinney
Kl-lrig
Knot
Lamar
Lamb
Lampasas
La Salle
Lavaca
Lee
Leon
Liberty
Limestone
Llpsctmb
Live Oak
Llano
Loving
Lubbock
L ynn
Md iilloeh
M'l r nn.m
McMullen
M ili»,..i
Marlon
Martin
Mason
Matagorda
Maverick
M-dlna
Menard
Midland
Milam
Mills
Mitch. II
Montague
Montgomery
Moore
Morris
Motley
Nacogdoches
Navarro
Newton
Nolan
Nueces
Ochiltree
Oldham
Orange
Palo Pints
PlMll
Parker
Parmer
Pecos
Polk
Potter
Presidio
Rains
Randall
Reagan
Real
Red River
Reeves
Rctuglo
Roberts
Robertson
Rockwell
Runnels
Rusk
Sabine
San Aug.
San Jacinto
San Pat.
San Saba
Schleicher
Scurry
Shakelford
Shelby
Sherman
Smith
Somervell
Starr
Stephens
Sterling
Stonewall
Sutton
Swis' er
Tarrant
Taylor
Terrell
Terry
Throckmorton
titus
Tom Green
Travis
Trinity
Tyler
Upshur
Upton
Uvalde
Val Verde
Van Zandt
Victoria
Walker
Waller
Ward
Washington
Webb
Wharton
Wheeler
Wichita
Wilbarger
Willacy
Williamson
Wilson
Winkler
Wise
Wood
Yoakum
Young
Zapata
Zavala
TOTAL
713
■
117
571
948
293
680
107
222
2.360
322
270
113
425
1.473
3. 1 89
913
1.002
927
212
321
2.799
3.HH
352
1.023
88
r.3
150
3.043
107
968
436
1.633
191.948
:io
29
41
310
701
8
022
31
64
10 1
79
316
699
113
802
90
51
toe
219
171
379
21
30
35 1
II
49
39
217
214
406
69
77
111
191
80
269
90
612
41
32
81
34
131
10
2. 238
630
91
16
113
331
9
636
9
951
356
295
39
90.323
13 7
la.8
« 7
7 6
7 1
30 3
79 J
60 9
9.8
30.3
30
9 5
I
116
9.6
33.9
67 1
9 1
22 2
31 3
193
31.7
26.8
12 3
8.2
71 1
09
26 9
4.3
315
13.4
50.4
27 6
15.1
73
7 7
16.6
3.1 4
123
20 5
26.5
9.6
31 8
3 1
10 3
33.6
28.9
73 5
0 9
67 9
21.8
15 8
11 9
23.1
2 7
333
18 0
10 2
13 4
33 5
79
46 0
39 3
2-5 0
19 4
31 4
SO 7
SO. 8
UTAH
Boi Elder
Cac>-e
Carbon
Daggett
Davis
Duchesne
Total
Farms
342
1.333
->2
With Tv
1.033
989
24
0.0
e»8
47 3
11 7
0 0
31 OCTOBER 1955
123
Emery
Garfield
Grand
Iron
Juab
Kane
Millard
Morgan
Piute
718
21
1 8
Windsor
1.6S9
411
25.7
Wahkiakum
376
137
36.4
Kewaunee
1.829
1.035
56.6
329
let
as?
1
0.3
TOTAL
15.881
6.0G8
38.0
Walla Walla
1,001
152
13.8
La Crosse
1.154
310
21.3
1
1 7
W atom
4.036
1.555
38.5
Lafayette
2.025
691
34.1
969
r,:i l
0.0
•-'■J 1
57 1
00
WASHINGTON
Whitman 1.961 1,157
Yakima 6.775 3.077
TOTAL 65,175 29.172
WISCONSIN
59.0
45.4
44.8
Langlade
Lincoln
Manitowoc
Marathon
Marinette
Marquette
1,358
1.512
3.321
5.691
2.014
1.018
552
1.110
1.901
1,1 -.3
919
215
40.7
16.4
Adams
Total
Farms
639
Farms
With Tv
309
% Farms
With Tv
57 7
57.2
20.3
47.1
21 2
Rich
275
13.8
Asotin
465
88
13 5
Total
Farms
% Farms
Willi Tv
Milwaukee
1.065
796
74.7
Salt Lake
77.1
Benton
1,488
293
19 8
Farms
With Tv
Monroe
2.784
395
14.2
San Juan
872
5
1.8
Chelan
1.87S
184
9.8
Oconto
2,529
1,276
50.5
Sanpete
40.8
Clallam
1.008
531
49.7
Adams
989
114
14.8
Oneida
416
46
11.1
Sevier
928
1117
11.6
Clark
4.100
2,091
51.1
Ashland
916
120
14.2
Outagamie
3.188
1.902
59.7
Summit
4J3
219
19 I
Columbia
356
112
31.5
Barron
3.510
1.405
39.7
Ozaukee
1.234
902
73.1
Tooele
809
214
69 3
Cowlitz
1,862
585
43.0
Bayfield
1,257
313
27 3
Pepin
735
276
37.6
Uintah
7
0.8
Douglas
990
228
23 0
Brown
2.672
1,792
67.1
Pierce
2.393
1.548
64.7
Utah
3.179
71.2
Ferry
403
SI
20.8
Buffalo
1.682
457
27.2
Polk
3.258
1.791
55.0
Wa«nteh
:tio
109
32 1
Franklin
413
57
13.8
Burnett
1.179
407
34.5
Portage
2.415
590
24.4
Washington
637
0.0
Garfield
300
1"7
85.7
Calumet
1.772
895
50.5
Price
1.619
200
12.4
Wayne
299
0.0
Grant
l.O'iO
213
19 5
Chippewa
8,157
1.011
32.0
Racine
1.704
1.362
79.9
Weber
1.477
973
65.9
Grays Harbor
1,324
521
39.6
Clark
4.274
876
20.5
Richland
2.150
235
109
TOTAL
22.825
9.795
42.9
Island
857
430
85 1
Columbia
2.615
963
36.8
Rock
3.138
1.3'5
42 9
J'flerson
356
226
C3 5
Crawford
1.I-.74
256
153
Rush
1.865
470
25.2
VERMOw
King
5.181
3.127
66.1
Dane
5.091
2.347
46.1
St. Croix
2,665
1.878
70 5
Kitsap
Kittitas
] 550
1.181
1,091
96
70.4
8.5
Dodge
Door
3.954
2.024
2.178
980
55.1
48.4
Sauk
Sawyer
2.913
739
473
126
16.2
Total
Farms
Farms
% Farms
With Tv
17.1
Will) Tv
Klickitat
Lewis
796
2.793
180
887
22.6
31.8
Douglas
Dunn
1.152
2.870
505
1.388
43.8
48.4
Shawano
S ehoygan
3 197
2.900
1.285
1.806
40 2
62.3
Addison
1.318
769
56.2
Lincoln
1,051
678
51 3
Eau Claire
1.857
578
31 1
Taylor
1.568
456
17.8
Bennington
690
422
61.2
Mummi
528
306
58.2
Florence
316
90
28.5
Trempealeau
2.698
315
12.8
Caledonia
1.332
337
25.3
Okanogan
1.770
89
5.0
Fond Du Lac
3.479
1.906
54.8
Vernon
3.185
465
13 3
Chittenden
1.186
513
43 3
Pacific
665
138
20.8
F oi est
467
HI
23.8
Vilas
168
30
17.9
Essex
SRI
127
3.1 2
Pen Oreille
461
221
48.6
Grant
3.533
1.068
30 2
Walworth
2.113
1.373
65.0
Franklin
1.704
872
51 2
Pierce
8,611
2,338
64.7
Green
2.189
782
35.7
Washburn
999
350
350
Grand Isle
302
130
43 9
Sm Juan
295
177
60.0
Green Lake
1.217
491
39.6
Washington
2 215
1.505
67.0
Lamoille
828
277
33.5
Skagit
2 352
1,048
44.6
Iowa
2.268
517
22.8
Waukesha
2.669
1.988
74.5
Orange
1.355
328
24.2
Skamania
210
7.',
31.3
Iron
276
70
25.4
Waupaca
2 931
1.127
38.5
Orleans
1.527
477
31 2
Snohomish
4.345
2.512
57.8
Jackson
1.787
286
16.0
Waushara
1.762
495
28.1
Rutland
1.409
783
55 6
Spokane
3.594
2.2S7
63.6
Jefferson
2.782
1.628
58.5
Winnebago
2.152
1.091
50.7
Was* Inqton
1.321
333
252
Stevens
1.918
507
26.4
Junrau
1.740
202
11.6
Wood
2.536
482
190
Windham
989
286
28.9
Thurston
1,760
936
53.0
Kenosha
1.385
1.032
74.5
TOTAL
153,558
60.333
39.3
WHY FARM AIR SELLS MORE
(Continued from page 49)
lowing "armchair tour" of a number
of leading farm stations. As much as
possible, sponsor editors tried to se-
select various types of highlights, add-
ing to a diversified picture of the sta-
tus of farm radio and tv today.
iron curtain lifts: Most radio-tv
farm directors do plenty of traveling —
often hundreds of miles each week —
to tape or film interviews in the field,
at agricultural test stations, county
fairs and farm shows.
But one of the longest junkets re-
cently was made by Herb Plambeck of
WHO, Des Moines. Plambeck repre-
sented U. S. farm broadcasters on the
recent American farm exchange tour
of Soviet Russia.
The WHO newsman had a busy time
of it with tape recorder and cameras
on the other side of the Iron Curtain.
He returned armed with several hours
worth of recordings made with the
American Farm Exchange delegates in
Russia, Central Asia and Siberia.
In addition, Lambeck returned with
several hundred black-and-white still
pictures for tv use or radio-tv publica-
tions that farm broadcasters prepare.
(Cracked Lambeck: "Life magazine
used 17 of these in their September
19th issue, so they must not be too
bad.") For tv stations, Lambeck shot
more than 2,000 feet of 16 mm. film.
All of the program material, of
course, has been made available for
use by other radio-tv farm stations.
At last report, it was being snapped
up eagerly, since U. S. farmers — who
rightfully consider themselves the
world's most up-to-date — have been
quick to want to "see" Russian farms
through the eyes of man they can be-
lieve— a farm broadcaster.
Changing market: A good farm-
area station keeps close tabs on the
various changes in local farm condi-
tions. Les Davis, farm director of
WREX-TV, Rockford, 111. gave the
following report on farm homes in
the station's viewing area — where av-
erage per- farm income (mostly from
corn raising) now stands at a solid
$12,860 and farm tv saturation is now
at 80%:
"41,000 farm homes throughout
northern Illinois and southern Wis-
consin are loyal viewers of WREX-TV.
They are alert to up-to-the-minute farm
market information — information
gathered and presented by farm ex-
perts who talk their language.
"Farmers here are concentrating on
a money crop, and spending less
money on the old concept of trying to
make the farm self-sufficient. As this
trend continues to grow, farmers
throughout the area are on the alert
for faster, easier and more profitable
ideas.
"Survey after survey has proven
that the farmer in this area is planning
his day's work with the WREX-TV
schedule. The majority of them have
their noon-hour break scheduled from
11:30 a.m. to 12:30 p.m. so that they
will be in the house and near the tv
set for channel 13's noon markets and
news headlines. This 15-minute pro-
gram is sponsored on a 52-week basis
by Murphy Products Co., of Burling-
ton, Wis., they are more than en-
thusiastic about the results they have
obtained."
Fan mail: Farm radio and tv do get
overnight results for advertisers and
broadcasters. But, generally speaking,
the media are geared more to the long
haul. Fort Wayne's WOWO recently
provided sponsor with some interest-
ing evidence. Reported farm director
Jay Gould:
"WOWO rural mail (with return
addresses) continues to grow in pro-
portion to metropolitan fan mail re-
ceived. In 1954, over 200,000 pieces
of fan mail were received, and more
than 509c came from rural listeners.
Popularity of artists who make pub-
lic appearances such as the Weather-
ford quartette and Nancy Lee and the
Hilltoppers is definitely rural."
Also indicative of the long-haul
philosophy is the way the station keeps
listeners informed of certain running
campaigns. About two years ago,
Gould held a campaign in which he
gave away castor beans to all who
would write for them. Later, photos
began to arrive in the mail showing
how the seeds had grown into bushes,
and later trees, in many parts of the
world.
Money market: A recent review of
the farm market reached by WLS,
Chicago— one of the first farm-slanted
stations in the country — contains some
eye-opening vital statistics:
• The Prairie Farmer Station has
a major coverage area that includes
124
SPONSOR
Facing The Facts this month are
many faces . . . thousands of faces
that make up the 100,000 people
o saw or took part in KFAB shows at
Nebraska State Fair this year.
s year, as has been the case for 27
consecutive years, KFAB promoted the
Fair to the hilt . . . and presented pro-
grams on the grounds amounting to
eight hours daily for the entire week.
KFAB's dominance above all media at
the fair, over a period of many years, has
resulted in the station becoming known
as "the Nebraska State Fair Station."
It's one more example . . . one more
proof of performance that KFAB is Ne-
braska's dominant station . . . the Num-
ber One Farm Station . . . and the most
powerful influence in the daily lives of
thousands of Midwesterners.
Face the Facts and find out more about
KFAB and how it can help your sales
chart curve upwards. Talk to a Free and
Peters man ... or check with General
Manager Harry Burke.
8
hi/// '
>KFHB
omRNn nit mm
r
Big Mike is the physical trademark of KFAB — Nebraska's most listened-to-station
285 counties. And in this number are
45 of the nation's 200 top gross cash
income farm counties.
• WLS covers, at latest count, 551,-
213 farms with a total farm popula-
tion of 2,367,291. In population
terms, this is about 15% of the total
number of people within reach of the
50 kw. outlet — an important audience
segment to say the least.
• The value of farms in the cover-
age area is estimated to be a whop-
ping $10.7 billion dollars. And, about
93 ' ! of them are electrified.
• There are more tractors (630,-
131) and autos (580,782) on farms
in the WLS area then there actually
are farms (see above). Trucks aren't
far behind; there are 230,712 of them
in the WLS area — all providing a
ready-made market for gasoline, tires,
batteries, insurance, accessories and
other automotive products.
Community projects: The roots of
a popular farm station are deep in the
farm community it serves, and most
stations have a wide variety of proj-
ects, contests, awards and public ser-
vice features.
A typical one was described to
sponsor by Farm Director Chet Ran-
dolph at one of the nation's best-known
farm outlets, WNAX, Yankton:
"The WNAX Leadership Award is
presented as token of recognition to
the Rural Youth member who has done
the most to boost his local club. The
state member of the year is selected in
each state on the basis of the young
man or woman who best exemplifies
local club leadership. The state win-
ner receives an all-expense-paid trip
to the Western Regional Conference
of Rural Youth as a guest of WNAX.
The Leadership Award is sponsored
by WNAX in cooperation with the
Agricultural Extension Services of
South Dakota, Minnesota, Nebraska,
Iowa and North Dakota.
"We believe this award recognizes
leadership and at the same time
teaches leadership. The attractive pin
and certificate recognize those young
people who have done a job of ser-
vice. Several states are using this
project as a guide at the district lead-
ership training meetings and point to
it as the culmination of a leadership
development program."
Promotion: Farm stations will often
really go to bat for their advertisers.
Not long ago, one of the major farm
air clients on WMT, Cedar Rapids —
Pfizer — was holding its third annual
820,000 Livestock Judging Contest.
WMT aired 72 promotional an-
nouncements, plus three interviews
with previous and prospective winners.
The promotion campaign was extend-
ed into all part of WMT's farm pro-
graming schedule, in addition to the
regular Pfizer time of 12:45 to 1:00
p.m., on a three-days- weekly schedule.
Better living: Every now and then,
the U.S. tendency to work vast im-
provements on the landscape pays off
for farm broadcasters — and their ad-
vertisers — in a suddenly increased
audience. Such a change recently took
place in central Washington state, in
the apple-growing section served by
Wenatchee's KPQ.
Reported Pat O'Halloran, sales man-
ager, to SPONSOR:
"Our farm programing has in-
creased. Reason: we now have a vast
new farm audience in the Columbia
basin where soon one million acres will
be under irrigation. There are hun-
dreds of new farms producing new
crops to this area, such as sugar beets,
corn, peas, melons, potatoes, onions,
peppermint, beans and many other
new crops.
"Since KPQ's farm area has been
primarily fruit, wheat and cattle, this
is quite an addition. Farm income is
up — we expect one of the largest apple
crops in several years. The soft fruit
crop was worth S25 million which
certainly adds to the economy of any
market.
"\\ ynn Cannon, KPQ farm direc-
tor's daily broadcasts on the station
always include one or more interviews
with local agricultural people. His
success, and ours, has been due to
local programing to rural people."
Coverage: Farm-slanted radio sta-
tions, by the spread-out nature of
farming itself, often provide eve-open-
ing coverage figures. Such an outlet
is KFYR Radio of Bismarck, North
Dakota.
The station reaches farm homes
regularly in a whopping 95,000-square-
mile farm area. Thanks to a well-
planned schedule of farm-appeal pro-
grams, KFYR also walks off with a
sizable farm audience.
In April, 1955 Pulse made a 50-
county checkup on the station. Figures
showed that KFYR had garnered 36%
of the daytime audience, and 45% at
night — against seven other outlets. Ac-
cording to Pulse, this was twice as
high as the next station's daytime
audience and three times the level of
the evening audience of the runner-up
outlet.
Keystone: You can cover most of the
nation's six million-odd farm homes
with a network-level purchase. That's
one of the principal sales stories that
Keystone Broadcasting System, with
860 radio outlets in what it calls
"Hometown and Rural America," has
to tell.
KBS research analysis shows that
Keystone outlets cover nearly eight
out of 10 people among the nation's
more than 24 million farm population.
And, more than 78% of the coun-
try's farm radio households — with a
gross farm income of over $24 million
annually — are included in this cover-
age pattern, KBS reports.
Regional buy: You can purchase
farm-slanted broadcasting at the re-
gional level, too.
A good example is Minnesota's five-
station "Linder Group" — KWLM.
Willmar; KMHL, Marshall; KDMA.
Montevideo; KLGR, Redwood Falls;
KTOE, Mankato — headed by veteran
broadcaster Harry W. Linder.
The five outlets cover a billion-dol-
lar market in which half of the agri-
cultural state's farmers live, a total of
some 1,250,000 people.
These farmers depend on their ra-
dios for everything from news to en-
tertainment; the stations are located
80 miles from the nearest television
outlet. That the group of outlets sell
the sponsors' product is attested to in
the contract renewals broadcaster Lin-
der has achieved. An average of seven
out of 10 advertisers have renewed
continuouslv since the Linder Group
was formed.
Local men: Radio-tv farm directors
are almost invariably local men.
For one thing, they know the agri-
cultural conditions of the territory.
For another, they know the farmers
of the area, and understand their prob-
lems, in a way that no big-city new-
comer could hope to match.
A typical example is Jim Deitloff,
farm radio director of WJAG, Nor-
folk, Nebraska. Deitloff is a native,
126
SPONSOR
merchandising
^ofw^«ltt)&('
(and still growing!)
kf y r
radio
Bismarck, N. Dak.
'■■■•-•■::■.;;■..:■:-■.:■■■
Latest Pulse Rating Gives KFYR 3 To 1 Preference In
363,000" Family, Big-Income Market!
* within 0.5 MV contour, U. S. & Canada
Wherever you roam in the BIG 95,000 square mile* KFYR
MARKET, the result's the same. KFYR is heard over a larger
area than any other station in the nation! In the 50 county
sample area surveyed by Pulse teams in April. 1955, KFYR —
competing with seven other stations in the area — captured
a whopping 36 % of the daytime radio audience . . . increased
the figure to 45% of the evening listeners! More than TWICE
the daytime audience and THREE times the evening audience
of the area's second-rated station.
* 50% audience or better, BMB
Send
"Giant" out to do a "Giant's" Job!
KFYR-land is BIG in mileage — BIG in sales potential! Locat-
ed in an area DOUBLY rich in oil and agriculture, KFYR-
listeners rank 10th nationally in retail sales per household . . .
with KFYR's home county of Burleigh 26th in the nation, with
retail sales per household of $5,748 in 1954!
Any John Blair representative will gladly fill in more KFYR
facts and figures on this booming Midwest Market!
5000 WATTS -- 550 KC -- BISMARCK, N. DAK.
NATIONAL REPRESENTATIVE — JOHN BLAIR AND COMPANY
127
brought up on a big farm near the
farm-area radio outlet.
When he tours farms and agricul-
tural special events in the area, cover-
ing them with tape recordings, he in-
variably finds himself sought out as a
source of neighborly news. When he
is invited into a farm home for a big
Nebraska meal, he's treated more like
a member of the family than a stran-
ger-
Deitloff conducts two shows on
WJAG: the Farm To Market Time,
daily from 6:45 to 7:15 a.m., and the
Noon Farm Features, daily from 11:55
to noon. Each year, he presides over
a special bus trip to the state fair
attended by his listeners. Altogether,
the station airs 12 hours weekly of
farm programs, plus a lot of farm
news in the 17 hours weekly of news-
casting carried by WJAG.
Sieves beat: Talking into microphones
or facing tv cameras are only two of
the things that farm radio-tv directors
do. These farm broadcasters, and the
stations they represent, are active in
a wide variety of community, govern-
mental and agricultural activities rang-
ing from university educational work
First1
ON THE FARM
and the
FULL-TIME
FARM SERVICE
DEPARTMENT
SERVING THE WEALTHY
BLUEGRASS
COUNTRY
Fully equipped farm car. Farm and
Livestock News and Markets. On-the-
farm Interviews. Special Weather Re-
ports and Tobacco Markets.
5000 WATTS ON 630 kc
WLAP
LEXINGTON, KY.
to annual state fairs to seek out farm
news.
A typical case is the "news beat" of
Kentucky's WIAP, located in the heart
of the prosperous Bluegrass country.
WLAP's Farm Service Department
maintains regular contact with over
200 farm and livestock organizations
and sources. From these groups — in-
cluding county agents, University of
Kentucky Agriculture College and Ex-
tension Service, 4-H clubs, FFA
groups, livestock associations and the
like — WLAP staffers constantly gather
information for the station's farm
programs.
In addition, the station has a news
network of farm "stringers" all over
the state, leased-wire agricultural news
service, and special on-the-farm in-
terviews.
Station farms: Almost all of the
country's radio-tv farm directors are
themselves professional farmers. And,
a growing number of stations airing
farm programing are carrying this a
step further by operating working
farms to which farmers can come to
watch the latest agricultural methods
in practice, and to meet with the sta-
tion's farm program staffers.
One of the biggest and best of these
operations is WLW, Cincinnati's
"Everybody's Farm." No experimental
setup, the farm is owned and operated
strictly on a pay-for-itself basis by the
station.
This fact, in turn, works to the bene-
fit of the station's farm program per-
sonalities— Bob Miller, farm program
director; Bill Alford, his associate;
Jack Conner, manager of the farm, and
his wife, Jean; Judy Perkins, the sta-
tion's farm-and-home director.
Reported WLW's Bob Miller:
"Not only are we able to give per-
sonal endorsement to sponsors' prod-
ucts used on the farm, but we also are
able to keep constantly in step with the
fast-changing farming picture, and the
many variable factors such as weather.
"Upwards of 10,000 school children
and another 10,000 adults visit the
farm annually to meet the people they
bear — and the farm operation they
bear about — 365 days a year.
Motorized farms: Some of the larg-
er farm-area stations do an unusually
complete job of mapping out their
market. One such station is WCCO,
Minneapolis-St. Paul, whose Research
Director, Charley Smith, has prepared
a series of studies on farm conditions,
gasoline consumption, tire usage and
the like.
Here are some thought-provoking
facts and figures from the WCCO study
titled "Barnyard Motor Pool":
Smith started off by summarizing
the fact that the number of farms in
the 109 counties WCCO serves have
diminished in number but have grown
in average size in the past few years.
He added:
"A principle reason for this shift to
larger farms (and greater productiv-
ity, which we will touch on later) is —
wheels, thousands of them, many
driven by gasoline or diesel power,
most of them rubber-tired for greater
mobility. In brief, more working
equipment per farm.
"To begin with, more farms have
tractors than have passenger cars. The
1955 Census of Agriculture shows that
93.9% of all the farms in our area
have one or more tractors. They have
1.61 tractors to be exact, giving us
315,343 tractors operating in these 109
counties. That's a jump of 26% in
the number of tractors on farms here-
abouts in just five years. (Quite a tidy
number of tires to be replaced here, at
a rough average cost of $200-250 per
tractor.
"Automobiles on farms are pretty
much dual-purpose affairs, used for
pleasure and business. The Census of
Agriculture found 91.5% of the farms
reporting an average of 1.26 cars per
farm in 1955 to add up to a quarter-
million cars. That's about as many
cars on farms alone as we find for the
metropolitan areas of Providence,
Kansas City or San Diego. As a mar-
ket for insurance, figures at only $100
a year premium, it amounts to nearly
a quarter-billion dollars."
Portable power: Familiarity with
both the ways of farming and the pro-
motional aspects of broadcasting some-
times makes the radio farm director
a valuable ally to the advertiser.
Not long ago, WGN, Chicago's well-
known farm broadcaster, Norman
Kraeft, sold International Harvester a
special half-hour tape recorded sum-
mary of highlights of the National
Plowing Matches held in Wabash
County, Indiana. The reason is inter-
esting.
Reported Kraeft on his gimmick:
"I suggested to them that this re-
cording could be made with power
furnished bv Electrall, a Harvester
128
SPONSOR
(i
fZ
u b
MENOMINEE
STU»6E0N »AY
ch.
WISCONSIN
At
in the land tL/ft
WHERE THE B&M TEST SHOWED A 98% INCREASE IN SALES!
HAYDN R. EVANS, Gen. Mgr. Rep. WEED TELEVISION
31 OCTOBER 1955
129
product which is a generator attached
to the side of a tractor and furnishing
a mohile source of electrical power on
the farm.
"I suggested to International Har-
vester that the publicity potential of a
recording 'made in the middle of a
farm field' with a mobile source of
electric power should be substantial.
"They agreed."
Tv "school": Farm broadcasting has
always played an educational role, but
television has offered a new dimension
of sight and motion to the older one
■ /I -'mild.
This spring, during the slack season,
two North Dakota outlets— KX J B-TV,
Valley City and KCJB-TV, Minor—
********
"Television as a 'communication tool'
was barely known in the beginning of
1955, despite tv's spectacular success as
an entertainment and news medium.
Today, however, the greatest advances
in tv are being made in its application
to industrial and educational problems;
closed circuit television is unquestion-
ably emerging as an electronic giant."
JAMES L. LAHEY
General Manager
Dage Television Division
Thompson Products Inc.
Michigan City. Intl.
**••••**
operated a full-fledged extension course
on tv covering the latest information
on wheat raising and farming.
Promptly, an estimated 50,000 farm-
ers sat down by their firesides and
went to school — with tv.
County agriculture extension work-
ers were contacted when the tv series
was planned, and through letters and
personal contacts they built up interest
among farmers in the project. Deal-
ers were encouraged to set up tv sets
in community buildings, and farmers
with tv sets were asked to invite other
farmers in to see the series of pro-
grams.
Result: tremendous interest on the
part of farmers, and much good will
for the two stations.
Said one North Dakota wheat grow-
er:
"We stayed at home and got more
information than we generally get at
our county farm meetings, and we
didn't have to drive 20 miles in zero
weather to get it."
John W. Boler, president of the
North Dakota Broadcasting Co., is
planning to continue this brand of
rural tv education. The five one-hour
shows were produced and directed by
Dave Bateman. * * *
No.
1 Farm Station
of the Golden Gulf Coast Area
• riDCT |n coverage area (80 Texas counties and Louisiana
"lid I parishes)
9 riDCT 'n number of farm radio families in listening audi-
ri"dl ence (110,625)
FIRST
FIRST
FIRST
in top farm experts (Dewey Compton, Farm Di-
rector and L. 0. Tiedt, Farm Reporter)
in sponsorship of Farm programs (16 quarter
hours per week)
in farm services (field work, speaking engage-
ments, sponsor-promotion work, and the audience
call-in program "Capitol 7-4361")
National Representative
JOHN BLAIR & CO.
Southwestern Representative
CLARKE BROWN CO.
50,000 WATTS
CBS RADIO
KTRH
740 KC
HOUSTON
FARM RADIO TV RESULTS
{Continued from page 51)
Travel: Few admen think of the farm
market as a travel market, but the
above-average income of most farmers
and their increasing amount of leisure
time means that many farmers are
perfectly willing to go globe-trotting
— often at a considerable cash outlay.
Jack Jackson, director of agriculture
for Kansas City's KCMO, told spon-
sor:
"Our recent experience in selling
an 'Around the World Farm Study
Tour' is evidence that farm radio can
sell more than the items commonly
considered as farm production prod-
ucts— feed, seed, fertilizer and the like.
"By advertising and promoting this
project, as we would any sponsor's
product, we have sold this tour — with
22 and 36-day European sections — to
25 mid-American farmers and farm
leaders.
"Five will participate in the com-
plete globe-circling section of the tour,
while 10 will participate in each of
the 22 and 36-day sections. Thus, we
have sold 844,120 worth of foreign
travel, something not commonly
bought by farmers of this area, and
an item which certainly could not be
considered as a farm production prod-
uct.
"I think, too, that it is significant
that this tour has been sold at a time
when our farmers are seriously affect-
ed by a severe three-year drought, and
at a time when farm prices have
dropped sharply, and when the gen-
eral attitude toward farm income is
at a low ebb."
Livestock: Within the coverage area
of WAVE-TV. Louisville— an 80-
county area with a total of some 154,-
000 farms of which nearly 84,000 were
tv-equipped at the beginning of the
year — one of the most-viewed pro-
grams is a live, farm-originated show
called Farm.
And, Farm's director, Mr. Shirley
Anderson, made this comment to
SPONSOR on farm-slanted television's
ability to sell:
"Farmers in this area are pretty
much limiting their purchases to prod-
ucts contributing directly to increas-
ing the efficiency of their farming op-
erations. The emphasis is on cutting
costs and increasing production. Thus,
a nationally advertising farm product
manufacturer, offering increased pro-
130
SPONSOR
(faction at lower coat, i- missing a good
bet bj no! using farm-directed tele-
v ision."
Docs tin- mean thai fai men are sit-
ting ob their pocketbooka, even for
products and sei \ icea helpful to them
in running their agricultural busi-
nessas? Nol at all.
Not long ago, the \ el \ a I faven
farms, of Prospect, Kentucky, held ■
■ale of 1,500 head of registered Here-
ford livestock, the largest Hereford
livestock sale e\er held in the I nited
vi ales.
The sale extended ovei a period of
five da\s. On the Saturday prior to
the Morula) Btai i ol the sale. \ el \ a
Haven Farms sponsored a L5-minute
cut of \\ A\ ]■'.- 1 \ - Farm show to
highlight the sale.
Reported WAVE-TV'a Charles W.
Hill:
" Uthough t lie sale \\as M'heduled
to -tart on Monday, some seven auto-
mobile loads of prospective buyers
drove out to the Vel Va Haven Farm
before the television program — on
.Saturday — was over!
"I he livestock sale was an out-
standing success, with receipts in ex-
of $500,000. On the first day of
the sale following the telecast, a pure-
hid hull uas sold foi - 11,500 to ■■
/ arm \ iewei '"
ifiiHiitiioii romitngt | asl fall. la al
representatives <d Re) nolds Metal •
to I [ouston's K I III I m ith a majoi
I > r oblem. I hej had been ii \ ing, u ith
little Bucceas, to break into the farm
market in the area t" sell theii alu-
minum roofing and siding, and also
had been having trouble in obtaining
a dealer who could do the installation
«o| k.
Kllill executives, including Farm
Director Dewej Compton, went to bat,
and Boon found a construction expert
who had experience in a j i i< ultural
building, and who wanted to hc< omc
the Rej aolds dealer. Soon alter. Re)
Dolds went on the air. using the -la-
tion's farm -how.
Compton busil) Bold the merits of
Reynolds metal roofing, on and olT the
air. He helped arrange for special
point-of-sale displays, and lined up an
extensive schedule for a touring Rey-
nolds Metals van that carried samples
of the Ke\ nolds products, including
those for farm home and building use.
All attendance records for the Rey-
nolds traveling exhibit in the area
were broken.
I mm the I" • lompton
worked i loeel) w ith the Re) nolds
dealei erector, often accompanyii ■ him
,,n field ii ipa and anawei ing spei ial
quel tea from his listei
\i l.i-t repoi i- U' nolds offi< ials i --ti-
mated ih.ii theii new Houston dealer
was going to d.> about I i i,l " K) worth
of business this yeai prai ti< ally all
of it generated bj farm radio whi< b
Li- i ..-i Re) nold- onl) about |8,6l K).
Frozen meetoi The growing number
of freezer-equipped 1 .S. farm homes
toda) in turn -p.uk- increased sales
ol l I products tailored to 'In- needs
of the modern farm famil) .
Repoi ted I rank Vtwood, farm di-
rector of W I EC, Hartford:
'"( lonnei ticul Pa< kin lt ( !o. is a fam-
il) -on ned h-< al In m running a -mall
packing plant and both retail and
wholesale meat business. In 1950, as
part oi a Farm Safet\ Week promo-
tion the) agreed to furnish prizes
which consisted of orders for mer-
chandise in a farm safety contest on
our farm program. This experience
of having their products talked about
OH the air led them to bu) a few spot
announcements, and they have been
sponsors ol the Frank Atuood pro-
KWLM
Willmar
KMHL
Marshall
KDMA
Montevideo
KLGR
Redwood Falls
KTOE
Mankato
An average of 70% of
our advertisers have used
these stations continuously
since we began broadcast-
ing— proof that Linder Sta-
tions move merchandise.
Sell +0 HALF of ALL Minnesota FARMERS With The
5-Star Linder Radio Group
. . . families with 60% of Minnesota's Farm Income!
• OUTSIDE FRINGE TV AREA!
(80 Miles From Nearest
TV Station)
• OVER 1,250,000 PEOPLE!
• OVER $1,000,000,000
IN RETAIL SALES!
It's easy to do business with
the Linder Radio (".roup!
All stations arc under one
ownership, and you ^et one
billing. Station- are avail-
able indi\ idually or in com-
bination. Ideal -tations for
test campaigns!
RADIO I- BIGGER THAN EVER in this Billion
Dollar agricultural market! Thi ation
of the radio homes in our area . . . and 68% of the
600.000 autos are radio-equipped. You'll find radio-
in most Sti "id harns — even on
the traitors in the field. The Linder Radio Group
completely dominates this pi farm- and
urban audience of a million and a quarter \ »
ire loyal, receptive listeners who prefer their
"home-town" station!
For Brochure write to HARRY W. LINDER, Executive Offices, Willmar, Minn.
Represented by John E. Pearson Co.
31 OCTOBER 1955
MEET
WAYNE ROTHGEB!
* »V%
WKjC-RADIO & TELEVISION
FARM DIRECTOR
• • • •
FARMS AND FARMING
ARE IMPORTANT IN THE RICH
WKJG-RADIO AND TELEVISION
AREA!
Wayne has the cooperation of
COUNTY AGENTS
HOME DEMONSTRATION AGENTS
SOIL CONSERVATION
SERVICE TECHNICIANS
VOCATION AGRICULTURAL
TEACHERS
to keep ALL the rural folks
up-to-date in many important
phases of their work and recreation.
The FARM MARKETS portion
of "FARMS & FARMING"
is now sponsored daily on
by MURPHY FEEDS!
Check this valuable market
when mapping out your campaign!
Call the PAUL H. RAYMER CO. now
for availabilities on Wayne's
"FARMS AND FARMING" shows
seen and heard daily on
RADIO AND TELEVISION
FORT WAYNE, INDIANA
gram ever since that modest start.
"In 1950, the frozen food idea was
catching on, and the Connecticut Pack-
ing Co. used its radio time to build
new business with freezer customers.
They now cater especially to this
trade, specializing in Aberdeen-Angus
steer beef purchased on the Chicago
market, and their freezer meat volume
now represents 40% of their total
business.
"Customers come regularly from
throughout Connecticut, many from
Massachusetts, some from Rhode Is-
land, New York State and Vermont.
They wait for especially favorable
prices to be announced on my pro-
gram, then make a long drive to the
plant and buy meat in large quanti-
ties."
Another development has come
about for Connecticut Packing as a
result of farm radio. Atwood added:
"The program has also built a sub-
stantial volume of custom slaughtering
business with farmers bringing their
home-raised hogs, cattle or lambs to
the plant, and returning later for the
processed meat. This business has been
built entirely through radio advertis-
ing. Another specialty is the handling
of game animals, deer and occasional-
ly bears, during the hunting season.
This was a new venture also built by
radio."
The WTIC farm-slanted schedule
often outpulls other media. In June
of this year, Connecticut Packing ran
a special sale on beef forequarters, at
39<* per pound. Advertising consisted
of one ad in the Hartford Sunday
newspaper (three columns by 15
inches) and four one-minute announce-
ments on Atwood's farm show. Sales
for the week broke all company rec-
ords.
Customers were queried on what
brought them to the plant; 85% indi-
cated that they'd heard about the sale
from the radio schedule. Cost of the
newspaper ad: $135. Cost of the radio
announcements:
Silos: The silo — a tall storage build-
ing for corn and feeds, and other
grains — is a common sight on almost
any big farm. Radio recently proved
it could do a first-class job of selling
them in the Nashville area via a sched-
ule on one of the nation's pioneer
farm air outlets, WSM.
Reported Farm Director John Mc-
Donald:
"Marietta Concrete Co., world's
largest builders of pre-cast concrete
stave silos, bought a 10-minute early-
morning radio program on WSM and
called it Marietta Farm Journal. They
featured farm news, brief market and
weather reports, country music and
facts about Marietta Silos. I did the
commercials.
"Within a few weeks, eight separate
crews of silo builders were hard at
work in the area, and seven silo sales
resulted directly and immediately from
one week's inquiries drawn by the
program.
"Jack Anthony, Marietta's advertis-
ing manager, says: 'This one week's
sales would have made our entire in-
vestment in WSM programing worth-
while.' F. L. Christy, president of
Marietta, says: 'We consider this
advertising on WSM the most success-
ful radio advertising in our experience.'
Bob Barger, sales manager for Mari-
etta, wrote me a personal letter in
which he said: T wish to take time
out during this particular period in our
1955 sales program to tell you, and
others at Radio Station WSM, how
much we appreciate the fine job you
are doing for the Marietta Concrete
Corporation in the promotion of the
Marietta farm silo in the Nashville and
Kentucky areas. We have had letters
from prospects in Indiana, Ohio and
North and South Carolina as a direct
result of WSM's program."'
Sewing Machines: Farm families
were in the "do-it-yourself market
long before it became a popular pas-
time with the urban and suburban
trade.
Herman Burkart. manager of KVOS,
Bellingham, Washington, told SPONSOR
of the following success stories with
the station's daily noon-hour (12:30-
1:00 p.m. I farm show featuring Hal
Reeves :
"Hal has a letter from Howard
Higgerson's Sewing Center, showing
his program sold 90% of all the
machines Higgerson's sells.
"Washington Farmers Co-op sold
$3,700 worth of dried winter peas for
cattle feed on the strength of one
three-minute commercial and two
'tags.'
"Knapp & Knapp Furniture Store
sold out completely twice on a mattress
special last month. I could give you
manv such results, but the fact remains,
Hal's sponsors seldom vary. His first
two are still with him alter six years.
"Bellingham is the county seat for
132
SPONSOR
the progressive Whatcom County farm
area, and audience consists of an o(>' i
steady faun family listening (which
includes both the farmer, his wife
and grown children I phis a good-si/e
audience in the neighboring Skagit
County fanning area, plus a LOO !
dairy audience in the Olympic Penin-
sula, with a bonus audience sprinkling
in British Columbia.
"Hal Reeves spends his entire time
on the farm program, sells mosl <>f his
sponsors, does all his own advertising
service, and records on-the-farm pro-
grams in this county, Skagit, British
Columbia and chew here." ***
BUYER OF FARM MEDIA
{Continued from page 17 I
sense of humor. They like to joke
about things. Consequently, we try to
take a light touch in much of our
advertising.
One of the ways in which we do this
is bv giving somewhat outlandish
names to some of the. products that we
market. For example, the best-selling
products that the Gland-O-lac Co. man-
ufactures is a liquid wormer called
"Chirk 'n Tee." There is no rhy me or
reason for a name like "Chick 'n Tee"'
except it attracts people's attention and
it is easy to remember. Also it gives
the farmer something to kid about
when he goes in and talks to his wife.
It's been our observation that 99
of all farm copy is deadly serious and
we think in a lot of cases it's too deadly
serious. The farmer isn't that serious
about things.
Another basic premise of our farm
copy approach is that wherever possible
we like to talk about a quick easy way
to do some particularly arduous task.
There are a lot of chores to do on a
farm and one thing that's bound to
get the farmers interested is in a
quicker way to do something with less
trouble for him. He knows that in the
long run such conditions beyond his
control as weather, market prices are
going to have a major effect upon the
profit he makes, so he isn't too greatly
impressed frequently by strong claims
of the profit nature. W hen it comes to
saving labor, that's something he
knows he can do and he's all for any
means of doing it.
We had an example of this with the
Gland-O-lac Co. two years ago. One of
our best selling products was an anti-
septic for poultry drinking water. For
years we had advertised the product
on the basis oi the tad thai ii cured
bactei is in di inking w atei and thereby
prevented the spread ol disease to an
entile Hock of bab\ < hick-. It j t J — t
happened thai it was detei genl as well
as an antiseptic and thai as an uninten-
tional h\ -produ< t oi its use di inking
water Eountains were easiei to keep
clean.
Two years ago we almost entirel)
dropped the bacteria-killing-abilitj of
the product in our advertisin ; and
stressed the f.:< t that Use of the produd
saved time for the poulti 5 raiser. She
didn't have to scrub or worrj aboul
it ; she could merely use I ungol. whi-h
the water around when -he was ready
to change the water and throw it out.
The slime and the scum that normally
formed wouldn't be there and -he
could save several hours of work. This
change in approach we feel was almost
entirely responsible for a very con-
siderable increase in sales that year.
Actually the sales increase was better
than 3095 .
Q.
What do you think of farm
television programing':
Frankly, I don't feel that much
of the so-called farm programing on
television has been too successful to
date with some exceptions. I think
there are two reasons for this. First,
most television farm programing is not
basicallv an improvement on radio.
Another important factor has been
the reluctance of farm advertisers to
go into the television field.
It's my belief that until television
devises an effective format and method
of handling farm programing it's not
going to become successful. We feel
strongly that the farmer, like his city
cousin, is listening to radio in the day-
time and watching television at night.
We feel the farmer still depends upon
radio to bring him such things as
market reports weather, news, farm
commentary and interviews. The type
of program that has been known as
farm radio for many years.
On the other hand, for entertainment
the farmer relies on nighttime tele-
vision. M\ thinking on this subject is
exemplified by the present schedule of
the Staley Milling Co. Staley has been
on farm radio for many, many years
during the early morning and noon
period. For most of that period we
This is
San Francisco .. .
where the daily KCBS Farm
Review reaches one of the
rich.'-; farm areas in die nation-
a market with a farm income
greater than that of any one of
37 stat.-- throughout the country.
50,000 WATTS
Represented by CBS Radio
Spot Sales
31 OCTOBER 1955
133
Wenatchee,
Washington
Serving a
I)ogvn-io-Earth
FARMERS' MARKET
Wa:hington State is an agricul-
tural state, and any map will show
you that KPQ, Wenatchee, is
located in the very heart of this
diversified farm area.
Right now KPQ is
serving one of the richest farm
areas in the nation (check any pro-
duction reports).
But the
MIGHTY COLUMBIA
MIGHTY DAMS
are creating a
MIGHTY PLUS-MARKET
Each day new farms are being de-
veloped. Eventually, 1,000,000
new acres of irrigated farm
lands will fill the famous Colum-
bia Basin .... all within easy
range of 5000 watt KPQ, ABC-
NBC. Located in the Apple Cap-
ital of the World, KPQ presently
covers more than 46% of Wash-
ington State's farm income ....
WITH MORE TO COME.
When You're Bending Over
a Budget. Make KPQ a
"Must Buy."
PER CAPITA INCOME
16% above national average
SALES PERFORMANCE
160% above national average
AND STEADILY INCREASING!
Certainly we assist our clients
.... glad to .... in every way
possible.
PARTICIPATIONS IN FARM
SHOWS AVAILABLE
6:15 to 7 AM & 12:30 to 1 PM daily
5000 WATTS
560 K. C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
(One of the Bis; 6 Forjoe Represented
Stations of Washington State)
have bought farm programs, markets,
weather, news, farm commentary. We
are continuing with daytime farm pro-
graming on radio. However, we have
added nighttime television to our
schedule and we are now sponsoring
a half-hour film show Mayor of the
Town with Thomas Mitchell on 15
stations.
Today we think that both the night
television show and the daytime radio
are doing an excellent job for us. One
of the reasons that we feel that Mayor
of the Town has been so successful
as a television vehicle for us lies in
the close integration of the commercials
with the program content. Thomas
Mitchell, the star of the show, appears
in each commercial, usually with other
members of the program cast. The
commercials are made on the same sets
that were used to film the program
itself. Consequently it's rather difficult
to tell when you leave the program and
enter a commercial. Usually it sneaks
up on you; your first indication that
you're listening to a commercial is
when the name of a Staley product is
mentioned.
I Do you think there is room for
improvement in farm radio program-
ing?
A.
1 do think there is room for
improvement. I feel that many farm
radio stations and farm radio directors
do an outstanding job of programing,
but I also feel that there is another,
perhaps smaller, group that has tre-
mendous room for improvement. For
one thing I think that too many farm
radio directors feel that their job is to
educate the farmer. As a result, too of-
ten their programs get prosy and dull.
I think the first requisite of anv
farm program should be simply that
it is interesting. For example. I think
it's extremely important for a farm
radio director to get out in the country,
meet his audience, attend meetings
make as many acquaintances among
the farm population as he possibly can.
Most good farm directors are doing
that now and most of those are doing
an execellent job.
A.
No, the farmer is still a good
market. In fact, he represents an
enormous market. However, the farmer
for the past few years has been
squeezed between constantly declining
prices for the products he sells and
constant increases for the merchandise
he buys. As a result he hasn't had as
much money to spend during the last
few years. I think the general farm
conditions have hit the bottom and are
perhaps on the upgrade. At least I
look for a better farm year in general
in 1956 than in 1955. However, don't
let anybody tell you that the farmer
is broke or that he is going out of
business. Neither statement is true. But
at the same time let's admit that he's
a little short of money.
What could air media do to
provide the farm advertiser with better
facts on the media?
What is the economic outlook
among farmers? We hear of declining
farm income, does that mean the
farmer is no longer a good market?
A.
Solid reliable facts on audi-
ences have always been extremely
difficult to obtain. I personally feel
that concrete examples of farm ser-
vice, success stories from farm adver-
tisers and other examples of station
influence are more valuable selling
tools for the station, however, than
mere statistics.
One type of statistic that I would
like to see is some kind of figure on
radio set ownership on farms. For
example, whether there is one radio,
two radios or three radios in the aver-
age farm home. I have a suspicion that
the farmer has been buying bedroom
clock radios just as fast as the city
dweller has these last few years, and
I think that he's got a radio in several
different rooms in his house. I've also
been told that there are radio sets
installed on a great many tractors in
the state of Iowa. Personally, I've
never seen one, but they may be there.
I'd like somebody to find out if they
actuallv are. I've also heard lots of
talk about radio sets in barns and other
farm outbuildings. I'd like to see some
sort of investigation made on that
situation, too.
W hat else do you want from
air media?
134
SPONSOR
A,
Naturally, I'd like i<> have
more choice availabilities. However, I
tliink tin- onlj waj \ "U get more choice
availabilities is t<> gel more good fat m
stations i>n the ail . I hat's one thing
I'd I"- verj happ) ti> see. I tliink there's
a place for a great man) more g I
[arm stations than we have today.
I hose remai k- were directed towai >l
radio, i»f course. In television 1 il like
to see stations cast a little more friend!)
eye toward ^| >< >t film programing.
I lien"- a I' n\it ilrinailil fur regional
advertisers foi good time foi ~ | >< >t film
shows. 1 « > » » often (at least it Beems bo
to mej the station seems to be extra*
ordinaril) u.m ol spotting a film
show in a good time segment.
<>•
U hat's the effect o) television
on hirm radio, in \our opinion'.''
Frankly, I dont think thai
television has had an) great effect upon
farm radio. For some other types of
programing, rarlio went away for
awhile and is now coming back. Faun
radio has hern with us all the time. I
personall) feel that farmers are listen-
ing to radio, fai m radio and b) fai m
i I mean da) time i adio i- mm h
to i as the) evei did, possibl) n
I also feel that on tin- fai m, as in the
city, the radio has moved from the
living room and into the kitchens,
the bedrooms ami other parts of the
house. I think that most farms have
television. I think the farmer is wat< h-
ing television f"i entertainment at
night and I think he's listening t" i
ini news and Information and musii
in the daytime.
// the farmei today /■> going
it> hi- like ili<- city dweller in his listen-
habits, why use farm air media to
reach him/
A.
The answer to that is because
the farmer has certain requirements
from farm air media which the cit)
dweller does not have. The farmer is
vitall) interested in market reports, for
example. He wants to hear them daily,
sometimes several times a day if he
ha- stork himself. The regular pro-
liramim; doesn't uive him that. The
fai mei is als< il de d more inter
I m certain farm questions; crop
ind farm legislation are
examples <>f that whi< h ■!
in tin- .1 ■ it\ listener. I
quently, the farmer is in< lined to listen
to his own farm radio station in prefer-
to a metropolitan radio station.
I Iowe\ er, I will admit this : I think
in Borne i tses the fai mei is tuning in a
Farm station t" gel n nd othei
ifi< in m pro d in between
times In- ma) In- listening to a < ii\
music-and-newa station t" get music.
The reason I Ba) this i- because I feel
thai if the average farm radio station
ha- a weakness it'- tin- lark of mii-i. .
loo much talk.
// hat do Mm think oj tin- farm
directors1 clinics that have l>fn held
recent I \ .'
A.
I onl) attended one of these in
Chicago about a \ear ago when I
appeared on the program. I tliink that
the clinic, judging b) the one that I
saw. i- an excellent thing. It gives the
farm directors a chance to get together
^
I DON'T LISTEN TO VV8AM
BUT MY OWNER DOES
WBAM is the definitive agricultural medium for its
four-state Montgomery market. Here are just a few
of the reasons.
5:55 a.m. I.INESTOCK LISTENING POST.
A knowledgable editing of cattle, sheep & poultn
news from I nited Press, Extension Service re-
leases ami other local sources. Live from the
WBAM newsroom Mondays through Fridays-
Alabama weather only.
6:00 til 7:00 a.m. Crawford Roquemore's
SOUTHERN FARM & HOME HOUR direct
from 587-acre Shenandoah Farms 15 miles west
of Montgomery in cotton, peanut-. egg faiim\.
hogs, cattle and truck farming. Markets, music,
genera] and farm news, humor and frequent out-
standing breakfast guests. Detailed weather.
Mondays through Saturdays. Biggest city audi-
ence at 6:15 in Conlan, April 1955.
11:45 til noon CAPITAL STOCKYARDS
Our Farm Cirl in New York is Peg Stone
Our Farm Hand in Chicago is Ed Nickcy.
Both are in your phone bsok under Radio-TV Reps. Incorporated.
Or call Ira Leslie. 6-2924 collect. Birmingham.
BROADCAST direct from salo artna of largest
livestock auction market in Southeast. Noontime
weather roundup. Mondays through Fridays.
Biggi -: ( ii\ audience in Conlan, April 1955.
12:30 til 12:45 p.m. t mo\ STOCK-
\ \KD^ BROAD* MSI direct from receiving pens
of largest and only terminal livestock market in
beast, W rather included. Mondays tin
Fridays. Biggest city audience in Conlan, April
1:00 p.m. Thursdays only. DEMOPO-
LIS STOCKYARDS BROADl \-l din I from
-air- arena of the market in Demopolis, Ala.
1:00 p.m. Fridays only, i I I \ \\
STOI fO \RDS BROADl 1ST direct from
arena in Eutaw < Green County). Ala.
*f
*• hm I'm near thr barn,
thr farmhouse, the irartor ^ it h thr
radio on it. thr port a Mr arret l>*
ihr pond, or thr pickup tnirk.
I hi B I r.in't hrlp hearing thl—
31 OCTOBER 1955
135
and compare notes on what they're
doing in tin* \arious areas; it affords
agencies' creative people a chance to
talk to the farm director who is, after
all. the man in < losest contact with the
farmer. I think possihly they've also
helped to open the eyes of station man-
*»I believe with deep conviction that
AM has ways and means of microphon-
ing any program idea as well as tv can
screen it. Techniques have already been
found that will make possible the
broadcasting and popular acceptance of
any sound idea that may occur to a
program manager."
CARL HAVERLIN
President
Broadcast Music, Inc.
agement to the importance of good
farm programing in some cases. I
think it's a very fine thing. I know that
I certainly enjoyed the contacts I made
at the clinic that I attended. I had an
opportunity to talk to a number of
people whom I had known by reputa-
tion for many years and a chance to
compare my views with some other
individuals in the same line of work.
• • •
Form Facts in WREX-TV Land
Farms with TV sets 44,697
Farm population 167,366
Gross Farm Income
(1954) $622,927,000
WREX-TV serves over 44,697
farm homes almost wholly de-
pendent on Channel 1 3 for
good signal service and rural
coverage of market informa-
tion and farm news.
WREX — supreme in this rich
agricultural area — now TELE-
CASTING IN COLOR.
WREX-TV channel 13
CBS-ABC AFFILIATIONS
represented by «■■/
N-R TELEVISION INC.
BOCKTOnD. ILLINOIS
ARE ADMEN PROVINCIAL?
{Continued from page 44)
of advertisers who are getting results
from this immense amount of farm
service and entertainment on the air.
Heading the list in sponsor's survey
are advertisers who have something to
sell to farmers as farmers. The list in-
cludes seed, feed for cattle, hogs and
poultry; fencing, crop and soil insecti-
cides, mechanized farm equipment,
vaccines and biologies for farm ani-
mals, barn and silo contractors, auc-
tions and fairs, breeders, etc.
These include firms of all sizes — the
big automotive and chemical businesses
like Ford and du Pont, as well as the
local feed store, the manufacturer as
well as the distributor.
On another level are the local retail
and service firms, most of whose busi-
ness comes from farmers in their areas.
These include banks, drug stores, groc-
eries, building material dealers, appli-
ance shops and the like.
Paradoxically, while the manufactur-
ers they buy from often by-pass selec-
tive farm programing on radio and tv
the local dealers who sell consumer
goods beam their messages directly to
the farmer. And there are cases where
manufacturers who sell both special-
ized farm products and consumer prod-
ucts use farm programing for both.
Why the paradox? Aren't consumer
goods advertisers interested in the
farmer?
Obviously, they are. This seeming
paradox boils down to the question of
what the best way is to reach the farm-
er. So, sponsor sought the views of
admen on the subject, got the frank
appraisal of those who feel farm air
shows are not essential, as well as
those who say that, sooner or later,
the consumer advertiser will have to
change his tune.
Nobody says that farm programing
isn't effective. It is generally agreed
that farm radio is firmly established
and has air salesmen of high repute
and programs with loyal listening. It
is also generally agreed that while
farm tv is not as highly developed as
farm radio and doesn't reach out as
far it is well on its way to becoming
established. And no one denies that
farm air media can sell goods effective-
ly and efficiently.
The main reason advertisers of non-
farm products don't try to reach the
farmer with programing aimed spe-
cifically at him, admen say, is that
these advertisers feel their other air
advertising is able to reach him.
1 he answer given by the pro-farm
advocates is this:
Selective programing, such as farm
service shows, has an impact on the
listener and viewer that can't be mea-
sured with cost-per-1,000 figures. The
farmer listens intently to market and
weather reports, to tips on farming, to
farm - slanted entertainment. Conse-
quently, he is more receptive to com-
mercials.
Futhermore, the popularity of many
farm shows is such that they are good
cost-per-1,000 bu\s. One radio farm
director reported that after he had
taken the word "farm" out of the title
of his show he began getting national
brand accounts who bought the show
basically because it was a good pur-
chase for any kind of audience.
This shows, say the proponents of
farm radio, one of two things: Either
the agency isn't really familiar with
farm programing and the impact it
has or has some kind of bias against
it, probably the former.
Farm radio and tv is something that
can't be understood from an office
overlooking Madison Avenue, the farm
programing boosters maintain. The
only way to understand what impact it
has is to go on the road, talk to station
farm directors and the farmers who
listen to and view farm shows.
To come right down to it, this group
argues, the big city adman is isolated
and, in his own way, provincial. While
he may pay lip service to farm pro-
graming's effectiveness, deep inside he
can't understand how farm people re-
act to shows that reflect their interests.
Another plus cited for farm air ad-
vertising is that farm audiences pre-
sent an excellent target because the tar-
get is so well defined. By that they
mean the audience is not a mixture of
people with different economic inter-
ests and backgrounds. The farm-
slanted commercial can be more spe-
cific in its tone and appeal, hence has
a chance of being more effective. With
mass audiences. uhieh represent a con-
glomeration of types, the commercial
must hew to a line which cannot ham-
mer on a potentially effective angle
because it may alienate certain groups.
In other words, says the pro-farm
group, the mass-minded manufactur-
er, who had so much success in selling
to the mass, has lost sight of the fact
that the mass is actually a conglomer-
ate of different markets, each of which
136
SPONSOR
should be liii v\ith a differenl sales
ingle in appeal.
The cllii ienC) of mau -elling of
mass-produced product! was central to
the discussions SPONSOR held wiih ad-
men. One <>f those oriented toward the
mass-selling school said the problem
could be reduced to the following:
'We know that our mass market is
composed ol man) smaller groups.
Ifou could almost sa) there are as
man) differenl kind- of appeals as
there are people. But it i- prohibitive!)
expensive to match cadi customer with
■ tailor-made sales message."
\ tjmebuying executive put it in a
ilightl) differenl way: "There have
been plent) i>f times when we've want-
**•*••••
((Through continuing research, iln
famil> <>f these new materials («'!«•<•-
Ironically active solids — within which
lln action of the electron ma> he con-
trolled uith unprecedented precision
.iiul efficiency) is steadilj growing. One
after another, new snbstancCS are being
created to perform not onlv the tasks
which were previously performed with
Conventional materials, hut also totally
new function- which ha\c never before
been possible of attainment. Our elec-
tronic science i« rnpidl> overcoming the
physical limitation- imposed by ihe
material- with which today'.- electronic
-\-teni- have been created."
DR. E. W. ENGSTROM
Executive Vice President
Research and Engineering
RCA
*••••••*
ed to go out and buy pood farm show*.
Rut we were faced with the fact that we
just didn't have enough money. If all
our clients had all the money thev
wanted for advertising, the) would cer-
tainly all huv farm programs."
Actually, as sponsor's survey showed,
a number of important national manu-
facturers, including such blue chip ac-
counts as General Foods and R. J.
Reynolds, buy farm programing. As
a rule these buys do not involve a
general policy of seeking farm pro-
gram availabilities. They are usually
made to meet specific problems for
specific brands in specific markets.
Thev may back up an extra sales push
or fill in holes because a certain station
is not reaching certain areas.
On occasion a certain economic
group is aimed at. Armstrong, which
-ell- low-priced Quaker Rugs all over
the country, finds that farm radio in
the South can reach low-income
families.
Farm broadcasters feel that certain
consumer products have better poten-
tial in rural than in urban areas —
products for baking, foi example, be-
cause farm women an- further awa)
hum shopping and, hence, don't shop
as often, Hume freezers, for the same
reason, i \ recent Department of \gri-
culture report covering 27 states
showed thai numbei of home freezers
in farm homes has gone up 1 1 >' in
five yean. I
\\ bile fat m hi oad< a-tei> have faith
in the future of farm air adverti
there aic do recent trend- indicating
an increased interest among consumer
,ul\ i-rii-i'i-. ( tne reason i ited b) agen-
cies i^ their feeling there arc not
enough top-rate farm shows to pick
from. Tbc good ones, admen say, arc
-ulil mil. II the) add farm shows to
their mass advertising, the agencies go
mi. the) want buys that are compara-
ble to it.
Our of the reasons Ralston Purina
i- canceling it- localized farm service
radio advertising (though it i- contin-
uing to spend around Si million for
co-op farm radio I is. according to
M iiii\ Matin, Purine's Chow advertis-
ing manager, that "we have been un-
able to find enough good farm radio
programs I unsponsored i to give uni-
form advertising support to all of our
dealers."
(Strictl) speaking, Purina is not
pulling mil uf farm ail advertising,
however. It has bought a farm appeal
network t\ show, Grand OU Opry,
ulm h i- -< beduled on an every-fourth-
week basis on VB( I \ Saturda)
nights. Matin also said thai Purina
"has found fai m set i ii e radio to be
mn iiiu-i effet tive lot a] medium." i
While some advertisers are pointing
their fingers at the farm pro
problem, the active farm advertisers
ami the farm stations turn t" the othei
Bide i>f the picture: ib<- high esteem in
which station farm directors are held
b) aii audiences and the undoubted
effectiveness their own programing
has. I'hc professionalism acquired b)
station farm directors through Imiu' ex-
perience i- highlighted b) the existent e
of the National Vssot iation <T Tele-
vision and Radio Farm Directors, ii is
pointed mil |>\ farm air boosters.
bnong the stories in sponsor's 1955
farm issue is one on the multi-faceted
activities of the farm directoi as tech-
nical guide, counselor, entertainer, pro-
gram executive. Other stories covet
results of farm radio and tv selling and
recorded interview- with a prominent
buyer and seller of farm broadcasting.
• * •
w
J
A
G
NEBRASKA IS BIG
Farming is Nebraska's
BIGGEST Business
FARM RADIO
OUR BIG BUSINESS
FOR 33 YEARS
1000
WATTS
ON
7
8
0
K.C.
NEBRASKA
NORFOLK in NEBRASKA
WRITE. WIRE or CALL
432
or see The WALKER CO.
31 OCTOBER 1955
137
PEOPLE
PEOPLE
*<** MORE
PEOPLE
KGVO-TV
Missoula, Montana
serves the most
populous area in
Montana
MAGNIFY YOUR SALES
IN THIS STABLE $140,000,000.00
MARKET
University City
Rich Lumbering and
Agricultural Area
167 Mountainous Miles from Spokane
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
The Answer To Tired Movies
"The Nightcappers"
MON. thru FRI.— 10:30-11:30 P.M.
— bright music with
LOREN BLAKE'S BAND
—Emcee JIM STEWART
—Starring PETE DOOLEY
Participating Spots Available
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
CHANNEL 50
NOW OPERATING
WEOA— CBS RADIO
!1 illioiii E. Robinson, president of Cora-Cola,
made the biggest news about an agency rhange
in years with the announcement that Cora-Cola
will switch from D'Arcy to WcCann-Erickson by
the end of next March. D'Arcy hail placed
Cora-Cola advertising for the national company
as well as many oj its bottlers lor nearly five
decades. McCann-Erickson had been Coke's agency
tor overseas advertising. (On day before switch
hci ame known officially Coke radio rommerrials
created by D'Arcy won award from RAB as among
most effective oj year. See page 40.) Coke
billings are estimated at $15,000,000.
Charles IV. Tennant Jr. beeomes director oj
advertising for Miles Laboratories Inr., filling a
newly rrealed position. Before joining Miles he
was ereative dirertor oj Geoffrey Wade Adver-
tising, which, as agency for the company, handles
its heavy network and sjiot tv schedule. Tennant
entered the advertising field in 1937 with the Aurora
Beacon News, switched to a Chicago ad agency
in 1940 and has been in advertising sinee then
exrept jor wartime service as a bomber pilot.
He had been with Wade sinee 1950.
Robert R. lXewell, vire president in charge of
creative production and chairman of the Operations
Committee. Cunningham & Walsh Inr., New York,
has been named executive vire president of the
agency. Newell has been with the company 23
years: he joined it in 1932 when it was the
Newell-Emmett Co. to work on the Liggett &
Myers tobacco arrount. Sinre then he has directed
the agenry's creative activity on various accounts,
currently serves in an exerutive rapacity on Lenlhrric,
Sunshine Bisruits, Eversharp-Schick, Smith-Corona.
A. C. Nielsen made news this month, particu-
larly among researrhers anxious for tv set eoverage
and set data, with announcement of plans to
proreed with a 1956 Nielsen Coverage Service study.
The Nielsen project, which will provide the in-
dustry with the first coverage data since 1952
when there were studies by both NCS and SAMS,
will in cluil e both radio and television. Pre-
viously the NARTB had stated that its own coverage
and set count study for television would not be
out until some time in 1957 (SPONSOR, 17 October).
\ iRTB prop-it is now undergoing lengthy tests.
138
SPONSOR
, . . Schenectady, N. Y.
Represented Nationally by Henry I. Christal Co.
New York, Boston, Chicago, Detroit, San Francisco
* For complete information on the Politz Survey in WGYIand write WGY Sales Deal, or any Henry I. Christal office.
31 OCTOBER 1955
139
THE QUAD-CITIES
Rock Island • Moline • East
Molinc, III. • Davenport, la.
NOW
1/4 MILLION
PEOPLE
According to Sales Management's
Survey of Buying Power (May 10.
1955) the Quad-Cities now have
250,200 people with an Effective
Buying Income of $5843 per family
or SI 794 per capita. Cover this good
450 million dollar market with WHBF
radio or TV — the Quad-Cities' favor-
ites.
£**
WHBF;:
TEIC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Avery Knodel, Inc.
ROCHESTER
N.Y.
WVET-RADIO
Saue4 £&e 'Day f
Exclusive announcement over WVET-
Radio of the strike settlement at a large
Rochester industrial plant at 6:15 A.M.
made possible normal uork attendance
that Monday morning. This "Town
Crier" result proves again that WVET-
Radio is ALL-POWERFUL for getting
your client's message across to the public
just as we sated the day for the plant.
5000 WATTS
280 KC
ADVERTISERS' INDEX
lllllllll ii iiiiiiiimuuiiiiiniiiiim iiiiiiini iniiiiiiiuiiiiii iiiiiiiiiniiiiui
ABC Radio Network
Air Trails Group
A. T. & T.
John Blair & Co
Broadcast Music Inc.
CBS-TV Network
Crosley Broadcasting
Free & Peters
Keystone Broadcasting
Don Lee Broadcasting .
hinder Station*
McClatchy Broadcasting
Mid-Continent Group
NBC TV Network .....
John Pearson & Co
Petry TV
Raeburn Studios
RCA Engineering
Salesmen Unlimited
Sarra, Inc.
Sponsor
Sponsor Services ...
Stars National
Steinman Stations
Young & Rubicam
KANV
KBIG,
KBIS.
KCBS.
KDMA
R'PAB,
Shreveport
Hollywood
Bakersfleld. Cal.
San Francisco
71
94
91
102
140
10-11
.96, 100. 140
_ ..16-17
_ 114
... 84
_ 131
27
18
22-23
117
57
...... 62
.. 14
90
63
.. 141
72-73
... 67
3
... 25
... 78
6
... 24
... 133
131
... 125
... 75
Montevideo, Minn.
Omaha
KFMB-TV, San Diego
KFRC, San Francisco _ .. 142
KFYR, Bismarck, N. D. 127
KGUL-TV. Galveston . 30
KGVO, Missoula, Mont. 138
KHJ, Los Angeles .... 142
KKTV, Pueblo, Colo. 94
KLGR, Redwood Falls, Minn 131
KMA, Shenandoah, Towa 121
KMBC-TV, Kansas City BC
KMHL, Marshall, Minn 131
KMPC, Los Angeles 93
KPIX, San Francisco _ 83
KPQ, Wenatchee, Wash. 134
KPRC-TV, Houston 8
KRIZ, Phoenix 94, 98
KRON-TV, San Francisco 87
KSDO, San Diego
KSTN, Stockton, Cal. ..
KSTP-TV, Minneapolis
KTHS, Little Rock ......
KTOE, Mankato, Minn.
9
96
61
5
131
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
KTRH, Houston ... _ 130
KTVO, Ottumwa, Iowa . ...52-53
KWKW, Pasadena
KWLM, Willmar, Minn 131
WAFB-TV, Baton Rouge ...
WAPI-WABT, Birmingham
WAVE-TV, Louisville
WBAM, Montgomery
WBAP, Fort Worth
WBAY-TV, Green Bay
WBEN-TV, Buffalo .....
WBNS, Columbus, Ohio
WCAU, Philadelphia —
WCBS-TV . ...28-29
WCHS-TV, Charleston, W. Va
WCUE, Akron
WDAY, Fargo
WDBJ, Roanoke,
WDIA, Memphis .
WEAS, Atlanta
WEEI, Boston
WEHT-TV, Henderson, Ky.
WFBC-TV, Greenville, S. C.
WFBL, Syracuse
WFMY-TV, Greensboro. N. C.
WGTO, Haines City, Fla.
WGY, Schenectady
WHBF, Rock Island, 111 140
WHO, Des Moines 21
WHTN-TV, Huntington, W. Va.
WILK-TV, Wilkes-Barre
WISH-TV, Indianapolis
WJAG, Norfolk, Nebr. ....
WJHP, Jacksonville, Fla.
WKJG-TV, Fort Wayne, Ind.
WKY-TV, Oklahoma City
WLAC-TV, Nashville
WLAP, Lexington, Ky. _.
WLS, Chicago .. 122
WMAR-TV, Baltimore
WMT, Cedar Rapids ...
WNAX, Yankton, S. D.
WNHC-TV, New Haven ..
WOW, Omaha
WOWO, Fort Wavne
WPEN, Philadelphia
WREN, Topeka ....
WREX-TV, Rookford, 111. _
WRFD, Worthington, Ohio
WSFA-TV Montgomery
WSJS-TV, Winston-Salem
WSOK, Nashville
WSPD, Toledo
WTOP, Washington
WTRF-TV. Wheeling
WTVR, Richmond
WVET, Rochester, N. Y
WWDC, Washington
WW J. Detroit
WXEX-TV, Richmond
BMI
"ACCORDING
TO THE
RECORD"
Continuities for December
A daily almanac . . •
each a five-minute pro-
gram packed with infor-
mation about the impor-
tant happenings through-
out the world.
December's "According
to the Record" includes
stories about Christmas
Day, New Year** Eve, The
Legend of Kit Carson and
other significant and enter-
t a i n i n g highlights and
sidelights of the years past.
BMI's "According to the
Record" package contains
a full month's supply of
continuities Highly
commercial . . . Now in its
11th successful year.
For sample scripts please write to
Station Service Department
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
Who
offers
the
only
broadcast
"CAP"?
See Sponsor,
November 14
140
SPONSOR
ow to keep from getting lost
in NEW YORK and CHICAGO
Ever wonder whether Leo Burnett
teas on North Michigan or South W acker? Ever
worry as vou pulled out of (Wand Central Station
how many important calls you forgot during your
three days in New York'.'' It happens to the
best of us, at the worst times.
\ext time you re in New York or Chicago make
every minute and call count by using SPONSOR'S 1955
pocket-size, 16-page booklet titled "Radio and TV
Directory of New York and Chicago." Here you'll
find names and addresses, by categories, of key
advertisers, agencies, stations, networks, news
services, representatives, TV film services, music and
transcription services, research firms, hotels.
airlines ami railroads.
We'll be glad to send you a Radio and TV Directory
on request — with the compliments of SPONSOR.
P.S. — Don't forget to call on us
next time you're in town.
SPONSOR
if Advertisers
if Agencies
if Air Lines and Railroads
if Associations
if Hotels
if Networks
if Researchers
if Representatives
if Services
if Stations
if TV Film Sources
THE MAGAZINE RADIO AND Tl \l)l ER USERS I Si,
HEW M)RK 17 — 40 E. 49th • Ml rrav Mill -
CHICAGO — 161 t (.rjtwl » 51 '»863
DALLAS — 311 S. Aljr.l • STerling 3591
LOS AN6SU9 — 6087 Surutt • nonfood 4 8089
So what if he has
a high average?
He'll win no pennants
for YOU if he's
not available
.400 hitter . . . ? Sure, but it's the player you can buy
that you build your team around. Babe Ruth never
hit a homer for the Cubs and Lefty Grove won
no games for the White Sox. In radio, as in baseball,
it's the rating you can buy . . . not the one the other
fellow has . . . that counts.
And KHJ Los Angeles and KFRC San Francisco have
consistent heavy hitters, with specific ratings,
available to you.
Compare the complete coverage, intense penetration
and low single day and night rates of these two
key Don Lee stations, with any other stations ... or
for that matter, any other media.
Go for extra bases in two of the nation's richest
markets . . . with programs, participations or spots on
KHJ Los Angeles and KFRC San Francisco.
Represented Nationally
by H-R REPRESENTATIVES, INC.
142
SPONSOR
Farm air media
paradox
NCS ^1 may be
less costly
Spot carrier
battle renewed
Premiere of
"Weekday" nears
"Monitor"-type
shows go local
Who's afraid
of politics?
REPORT TO SPONSORS tor :t I October l»55
( ( onf iniM'<( I rum |i(i<f<r ' i
SPONSOR survey or station:; with farm programing shows consumer
product:; are frequently advertised on farm service shows by local
dealers but rarely from national level. Retailt : familiar with
farm programing impact, say farm air media specialist:;, w: tional
admen frequently don't understand what farm directors can aooomp]
(See farm section this issue Starting page 43.)
-SR-
Proposed NCS #2, which will be first tv coverage study since freeze
and first radio coverage study in 4 years, may be less costly to
subscribers than NCS #1. Extensive personal interviewing used in
NCS #1 may be replaced with smaller interview sample but with addi-
tional quality controls, such as Audimeter. Nielsen can also use
data from NSI, now in 22 markets, to get final NCS #2 figures. One
reason Nielsen is seeking less costly method is more stations, more
people than ever must be surveyed.
-SR-
Network-rep battle over spot carriers flared up again in wake of
speech by NBC's executive vice president, Robert Sarnoff, before
4-A's Eastern confab in New York City. Sarnoff said opposition to
flexible sales plans, such as "Monitor," was "short-sighted," added
that "everybody in the radio business ought to be concentrating on
getting more total nourishment for medium, instead of fighting over
diminished scraps." SRA President Adam J. Young answered that Sar-
noff was evading issue, said reps do not object to "Monitor" pro-
graming as such but to web per-station rates which come out to small
fraction of national spot rates.
-SR-
Helping keep spot carrier battle alive, too, is premiere of NBC
Radio's "Weekday" 7 November. This Monday-through-Friday, 8-hour
daytime program service involves first extensive use of spot carriers
during weekday daytime, has evoked fear of some stations, reps they
will lose more business to webs. Admen, however, are more interested
in how "Weekday" programing will pan out, have noted that there
will be more set scheduling of segments than in "Monitor." "Weekday"
is like "Monitor" in sale of one-minute, 30-second and 6-second com-
mercials plus special low-price introductory offer.
-SR-
"Monitor" concept of programing has caught on at local station level.
Among most ambitious adaptations is "The World Now," which kicks off
at WLW, Cincinnati, 6 November. Premiere will feature several NBC
stars and will be fed to "Monitor." Show will have "Communications
Center" a-la-"Monitor , " which will be staffed around the clock.
Tied in with new programing concept is WLW's Certified Audience Plan
(CAP) which guarantees advertisers that cost-per-1, 000 homes,
based on Nielsen data, will not exceed SI. Minimum number of par-
ticipations per week is 3, but station, in unusual move, also puts
ceiling on buy: 15 per week.
-SR-
Trade stories to effect that Pontiac cancellation of CBS TV's "See
It Now" and NBC TV's "Project 20" was connected with domestic and
international politics have been labeled "hogwash" by agency,
MacManus, John & Adams. Official reason given for axing was
"budgetary misunderstanding" but behind-scenes talk is that internal
personality hassle on client-agency side was behind it. Agency,
meanwhile, is shopping around for one-shots.
31 OCTOBER 1955
143
SPONSOR
SPEAKS.
Hollywood's "free tv" strategy
Now that the Hollywood movie
makers have hit on a strategy that
harnesses television to the problem of
picture exploitation they intend to
work it for all its worth.
The strategy consists mainly of what
sponsor calls "the expanded trailer
technique." Unlike the brief disjointed
glimpses of a picture afforded in the
old-fashioned trailer, the expanded
trailer gives the television audience an
entire scene or two. The pull is un-
deniable.
This strategy, and how it separates
the air media from printed media with
respect to a movie maker's ad appro-
priation, is well documented in a
Variety ad (four pages, no less) bally -
hooing Paramount Pictures' "The
Desperate Hours." In a heavily-budg-
eted five-point plan referred to as its
"modern marketing program" Para-
mount specifies (1) spreads in Life
and Look, "powerful ads" in Satur-
day Evening Post and Collier's, and
in 12 other national magazines; (2)
an all-out "local press" cooperative
campaign; (3) concentration on "all
other media outside the national and
local press with special emphasis on
tv and radio promotion." The state-
ment reads "Main important network
program swill be utilized. This effort
will be aggressively duplicated on the
local level."
It will be interesting to note whether
Paramount pays for any of its net-
work shots, whether any appreciable
amount of its local money goes to tv
and radio stations. The unwritten
formula would indicate "no" — the idea
is that Holly wood gets it for free.
It appears that this "for free"
strategy will be the norm as long as
broadcasters permit. The follow-the-
leader philosophy is a Hollywood
standard, and from the movie maker's
point of view "advertising in exchange
for picture exploitation" makes sense.
But it can't make sense for long.
Broadcasters will not continue to give
for free what printed media are paid
handsomely to advertise. And Holly-
wood needs tv and radio. These are
the facts on which a more realistic
policy must be forged.
* * *
Farm air paradox
sponsor's fourth annual study of
farm radio and television (see page
43) uncovers this paradox: Automo-
bile dealers, department stores, banks
and many other local consumer busi-
nesses make considerable use of farm
radio and television programs. But
the list of national consumer adver-
tisers using farm programing is small.
Why?
We think it's because national adver-
tisers haven't caught on to the extra
impact they can attain in farming com-
munities by teaming up with radio and
television's farm directors. Too few
admen have seen at first hand the kind
of stature a farm director acquires in
his area.
Applause
Vitality insurance
How does a business insure its
vitality and grow with the rapidly
changing times? We think it's through
the kind of activity represented by the
New York RTES Planning Committee
which this year for the second time
is conducting a series of seminars on
timebuying and selling.
For their work in organizing the
new seminars, sponsor applauds the
following members of the RTES plan-
ning committee: Mary L. McKenna,
WNEW, and Frank Pellegrin, H-R
Representatives, co-chairman ; Peter
Bardach, Foote, Cone & Belding; Vera
Brennan, Scheidler, Beck & Werner;
Tom Buchanan, Joseph Hershey Mc-
Gillvra; Robert Collins, The Pulse;
Frank Coulter, Y&R; Gordon Gray,
WOR WOR-TV; Jack Gross, American
Research Bureau; John Hurlbut, Free
& Peters; James Luce, JWT; Frank
Silvernail, BBDO; Peggy Stone, Radio-
Tv Representatives; Larry Webb, Sta-
tion Representatives Association.
How successful the work of the
committee has been is apparent to
sponsor from the many comments re-
ceived after we published a 40,000-
word edited compilation of last year's
seminars under the title Timebuying
Basics in our 11 July issue. (Time-
buying Basics has now been published
in book form by Sponsor Services Inc.
— copies available at S2 each.) * * *
We make this suggestion: Look up
the farm director of a nearby station.
Get to know- the essential service he
performs for his listeners or viewers.
And read sponsor's farm section.
There are extra dividends to be earned
for those who realize that the best ua\
to sell the farmer is through his friend
— and fellow farmer — the farm direc-
tor.
» » *
Tv set count progress
Report #7: Since sponsor first be-
gan this series of reports, activity in
the field of tv set and circulation re-
search has been mushrooming. With
so much thought now being given to
filling the gap, advertisers can look
forward to real progress within the |
coming months.
This is the way it looks.
NARTB has indicated clearly that it
will vigorously seek to perfect its Cawl
method of measuring tv circulation
with the target date for a first report
to be some time in 1957.
The American Research Foundation j
is studying methods of deriving coun- I
ty-by-county tv set data from Census |
figures in order to give the industry
interim reports on set growth during
1956.
A. C. Nielsen has announced defi-
nite plans to go ahead with a study of
both radio and television circulation
in 1956.
American Research Bureau has
made no definite statement of its
plans but it does have a project in the i
planning stage.
All this activity reflects the great '
need for tv set and circulation facta
which are up to date and reliable. It
is also a sign that advertisers will get
facts sooner than we had hoped when
we began calling for action. * * *
144
SPONSOR
4,175,580,000
ONLY RADIO WOW serves this
Big . . . Rich . . . Ready market!
John Blair man or write Bill V.
sales manager, WOW, <
5.700.000.000
EFFECTIVE BUYING INCOME
Frank P. Focakty
Vice President and General Manager
Meredith stations are affiliated with Belter Homes and Gar
SYRACUSE
WW
iirfl
sful Farming m^unes
RADIO V TV
620 kc. \ Channel 8
ABC \ CBS
8 • p . • i • r. I • d by (AT! AGENCY INC.
JOHN BlAiB 1 CO. HAIR TV. INC
HE MARGI
ON CHANNEL 9
KMBC-TV
Kansas City daytime television has gone "Big Time" in a big way! With a
schedule that's tailored to the tastes of the stay-at-home audience, KMBC-TV
has introduced fresh, daring new program ideas that have revitalized viewing
and have made daylight hours more highly productive for advertisers.
With this new format of daytime entertainment, KMBC has developed a
versatile handling of commercials that answers every sponsor demand. Full
sponsorship of sparkling station-produced shows or fine syndicated film
shows; filmed minute-participations; live commercials; demonstrations;
sampling; audience-participation testimonials; station-breaks; IDs — you
name it, we'll deliver it! Ask your Free & Peters Colonel for the new
schedules of Kansas Citv's most dynamic TV' station.
lagazine radio ai
advertisers use
A
>>ouc vorlety (how feature* Emcee
-t Norma Sincloir, Announcer John
•■•■I W. ii Rongert, Horry Jenki
lond ond N* >ude Pour
• Doytimel
ItNOSTAND Eitkh John Bilyeu tpim top record! on
mil show -while doncing teen ogerj from the high
schools in the Chonnel 9 areo take part in the fun
Celebrities and recording (tan vititing Kontos Cltv
make perioral oppearancet.
KANSAS CITY IS SWINGING TO
ON CHANNEL 9
KMBC-TV
CADEMY MOVIE -
stess Sue Bowen en-
|rtains with top-notch
l-length motion pic-
e features chosen
maximum appeal
women viewers —
tfies of romance,
Jy. drama, mys-
adventure.
Kansas City daytime television has gone "Rip: Time" in a
big way! KMBC-TV has introduced fresh, daring new
program ideas that have revitalized viewing and have made
daylight hours more highly productive for advertisers.
This formal of daytime entertainment, new to Kansas City,
provides a versatile handling of commercials that answers
every sponsor demand. You name it — we have it: full
sponsorship of sparkling station-produced shows (5 min.,
15 min., 30 min., full hours); fine syndicated film shows;
filmed minute-participations; live commercials: demonstra-
tions; sampling; audience participation testimonials;
station-breaks; IDs. Get the details now!
This page shows only four of the eleven exciting, new, well-
balanced programs that are changing the daytime TV picture
in the Heart of America. There's more — much more —
behind the terrific impact of "Big-Time" Daytime programming
on KMBC-TV. It will pay you to get the full facts straight
— straight from us or your Free & Peters representative. Phone,
write, wire or holler — we'll tell you everything about this
precedent-bieaking new idea for daytime television selling.
P m. news &
fEATHER-A lote-
jfternoon summary of
pws and weather pre-
ored by the area's
est and biggest TV
Jews Bureau. Deliv-
fed by Lionel Schwan,
ansos City's No. 1
newscaster.
fe
*B
Free * Pi - - -. Ini
DON DAVIS, First Vice President
JOHN SCHILLING, Vice Pres. & Gen. Mgr.
GEORGE HIGGINS, Vice Pres. & Soles Mgr.
MORI GREINER, Director of Television
Today's account eiec:
funnel (or agencies'
expanding operations
page 34
Air-print teamwork
sets sales records
for Bon Marche
page 36
Alcoa enters era of
"get-out-and-sell" wilt
$3.6 million
page 38
Don't let fear of
glare dull your
live tv commercials
page
TIMI
OF THE U. S.
page
om. cml tmck
( 1/ (/mum wcih /utk nuvtMtafy
RICHMOND
^timwm mi (jtitfKol \)m'mioidlii
BASIC NBC -TV
/ofefe*u
WXEX-TV
channel 8
Tom Tinsley, President • Irvin G. Abeloff, Vice-President
Who gets
McCann post?
Alcoa's first
consumer product
Early evening
CBS TV worries
A/e headaches:
doubled by tv
Color tv and
department stores
Key radio-tv director post at McCa-m-Eriekson expected to be filled
shortly. Appointment, reputed to be agencynum in similar post at one
of top 10 air media shops, was still unconfirmed at presstime. Job
is considered pivotal in agency's operation, with estimated 40% of
agency's total billings in air media. Agency is reputed to be billing
at rate of $170 million, may end year in tie with Y&R for position
as number one radio-tv shop.
-SR-
Look for new Alcoa product in January. Along with effort to sell
aluminum against up-and-coming competitors, firm is bringing out its
first consumer product, Alcoa aluminum wrap, in direct competition
with Reynolds Wrap. New product will serve as spearhead for all
Alcoa consumer advertising; it will get big air media support, in-
cluding NBC TV Alcoa Hour.
-SR-
Audiences for the 7:30-8:00 p.m. weekday strip are causing worried
frowns at CBS TV. Despite complete revamping of these 5 half hours
with new shows, ratings are below year ago. ARB figures for October
show average of 12.7 compared with 15.8 year before, a 20% decline.
ABC TV's success in this time period (which was reason for CBS re-
vamping job) continues with ARB rating ABC 82% higher this October
than last. NBC ratings are 33% down. During 8:00-8:30 p.m. weekday
strip ABC ratings were up 115% while CBS and NBC were down 15 and
24%, respectively, in same time period.
-SR-
"Jack of all trades" is most fitting description of today's account
executive whose changing role in major accounts is becoming increas-
ingly complex as result of air media growth. In 1955, a/e has to be
advertising strategist, showman, ratings expert, marketing and
merchandisingman, salesman and, of course, diplomat . For analysis of
most common current account exec headaches, see story page 34.
-SR-
Ever-tantalizing question whether color tv will be able to break down
anti-air attitude of many large department and specialty stores is in
wind again following announcement of NBC's new 39 million color plans.
Of special interest is plan to convert WNBQ, Chicago, to world's
first all-color tv outlet. Admen peering into crystal ball point out
that local color tv will have it all over 4-color process in newspa-
pers which is limited by quality of newsprint. This advantage, they
say, will interest those retailers of apparel and home furnishings
who have hitherto been married to black-and-white print.
SPONSOR, Volume • N Published biweekly I •• sponsor Publication- i'ire. Ealtorial. Advertising. Circulation OftVes. =
Yoik. 17. Primed it 3110 Kim Art.. Baltimore. Md J8 a rear in D.B 19 elsewhere Entered as second class matter 28 Jan. 1949 at Baltimore poatoOee under Act of 3 Mar. 1«7»
REPORT TO SPONSORS for 14 November 1955
How to judge
viewer mail
Every market
is different
Coverage conflict
averted
Convention price
going up?
Codfrey's
master stroke
Ratings treated
like box score
Are protest letters from viewers cause for concern? One advertiser
who's expert on subject is Alcoa which sponsored Ed Murrow "See It
Now" for 3 years on CBS TV. Despite drumfire of critical mail (along
with plenty of plaudits) Alcoa found respect for its name rising con-
tinuously during sponsorship, based on opinion research. Alcoa also
found almost any subject is considered controversial by some. For
full story on Alcoa's experience with controversy, see page 40.
-SR-
Until development like video tape recorder makes it possible to orig-
inate shows in same time slot all over U.S. (via rebroadcasts region-
ally), close study of individual markets is essential for effective
timebuying. Case in point is "Lux Video Theater" in 2 widely sep-
arated markets, Houston-Galveston and Portland, Ore. Lux show is on
in Houston-Galveston at 8-9:00 p.m. Thursday when Pulse shows peak
homes-using-television. Rating for first week in October is a high
34.9. In Portland show is on at 10 p.m. when homes using tv is
lower. Rating is 20.4.
-SR-
Danger of conflicting coverage studies during 1956 has now passed.
SAMS, which was planning study, bowed out late last month; NARTB had
previously indicated its own study couldn't commence until 1957.
Firms remaining in field are Nielsen, which has announced definite
plans to do NCS No. 2, and ARB. But it's unlikely both will go
ahead. ARB has based its pricing on inclusion of all 3 networks
among its clients and it's known NBC has no intention of buying com-
plete national coverage study in 1956. That will probably leave
field clear for Nielsen. (See story page 29.)
-SR-
NBC TV is thinking of raising price set on presidential convention
coverage if no client is signed up within next few weeks. Reasoning
is that convention will loom as increasingly strong audience attrac-
tion with rising heat of competition for nomination in both parties.
-SR-
Agencies with accounts using Arthur Godfrey shows are putting current
Godfrey biography in "Saturday Evening Post" on "must" reading list.
It's first big favorable publicity for Godfrey since longer than most
of clients and Godfrey agencies like to remember. Consensus among
several admen involved with Godfrey shows: SEP piece is master stroke
in effort to silence Godfrey critics.
-SR-
Same old pattern in evaluating ratings popping up again this fall.
Conversation about ratings frequently takes on aspect of football
discussion. Feeling seems to be that object of ratings is to see
who "beat" whom, with little thinking beneath surface to question of
client's objectives, cost-per-1,000, audience composition. As re-
search specialists point out, it's unimportant to isolate raw rating
of one show vs. another. "What's the use," commented one research
v.p., "when they virtually write off 'I Love' Lucy' as slipping with
a current 46% of the available tv homes!"
(Sponsor Reports continues page 151)
SPONSOR
14 YEARS WITH THE RIGHT WOMEN
the
For 14 years, The 950 Club has made life more pleasant
for hundreds of thousands of women — and men — who
have enjoyed the five hours of popular music played
daily from 1 till 6.00 P.M. In 14 years, it has built up
quite an audience, a prize package full of Pulse "firsts",
and a list of advertisers who signify their satisfaction
with continued renewals.
The 950 Club is only one shining example of WPEN's
great acceptance: more local advertisers and more
national advertisers use WPEN than any other station
in Philadelphia.
950
club
Cal Milner and Larry Brown
The 950 Club Personalities
The Station of Personalities
Represented Nationally by Gil-Perna, Inc.
WPEN
PHILADELPHIA
950 on your dial
14 NOVEMBER 1955
advertisers use
ARTICLES
mil tv's buying-blind era end in 1956?
Ad agencies, sponsors have long been spending millions of dollars on the basis
of figures up-dated from the Nielsen coverage study of 1952. New Nielsen
study is due in 1956; NARTB study in 1957; ARB (tv-only) still undecided 29
Is radio overdoing music-and-news programing?
Too many stations are spinning disks without creative planning, say many admen,
attacking copy-cat tactics ♦»<•
Totlay's account man: funnel for extra services
Second article in the five-part SPONSOR series on advertising headaches points
up role of the account executive as a man who must know merchandising,
marketing,, showbusiness t»4
14 November 195S
Volume 9 Number 23
DEPARTMENTS
TIMEBUYERS
AGENCY AD LIBS
49TH & MADISON
NEW & RENEW
II
I
MR. SPONSOR, Robert A. Seidel
SPONSOR BACKSTAGE
P.S. |i(/)
FILM CHART
FILM NOTES
RADIO RESULTS
SPONSOR ASKS ,ii
AGENCY PROFILE, John Sheehan ,>
Q
ROUND-UP
TV COMPARAGRAPH
NEW TV STATIONS
NEWSMAKERS
SPONSOR SPEAKS
i a
(Z
Radio-print teamwork sells for Bon Marche
Forced ino air media by newspaper strike, Seattle department store forged a
radio-print advertising link that has set sales records '.Hi
Alcoa uses S3.H million in tv to '"get-out~and-sell"
Company promotes its customers' products to boost its own sales figures and
seeks high ratings to do the job *Jg
Don't let fear of glare dull live tv commercials
There are other ways besides excess spraying to reduce bothersome light reflec-
tions when you want your product to shine 4 J
Timebuyers of the U.S.
A current, 23-page version of the timebuyers list by cities that ran in the I I
July, 25 July and 8 August issues of SPONSOR. Complete data on accounts,
agency addresses and telephone numbers 42
COMING
'Mm» agency in transition
Why are so many accounts changing agencies? Television is one great un-
settling force but there are other even more basic factors which this article
will set into focus 28 \OJ'.
l<fr<>rf i.vitia headaches: part three
SPONSOR series on problems of admen turns next issue to advertising managers
in companies using air media heavily
Editor and President: Norman R. Gle
Secretary-Treasurer: Elaine Couper G
Vice President-Genl. Manager: Bernar \ *
-
Vice Pres.-Adv. Dir.: Charles W. Godw s
Editorial Director: Miles David
Managing Editor: Alvin M. Hattal
Senior Editors: Alfred J. Jarre, Evelyn
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Jo<
Editorial Assistant: Morton C. Kahn
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: (Western Mi
Edwin D. Cooper, (Southwest Manage
H. Giellerup, (Midwest Manager)
Alpert, (Production Manager) John /
chok, Charles L. Nash, George Becker
Circulation Department: Evelyn Sata
scription Manager), Emily Cutillo, I
Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearma'
Accounting Department: Laura Oken,
Fazio
Secretary to Publisher: He'en L. Ham
28 Nov
Published biweekly by SPONSOR PUBLICATIOI
combined villh TV. Executive. Editorial Circuit
Advertising Offices 40 E. 49th St. (49th ft
New York IT. N. Y. Telephone: Ml" my Hil
Chicago Office: 161 E. Grand Ave. Phone:
7-9863. lx>s Angeles Office: 6087 Sunset B
Phone: Hollywood 4-8089. Dallas Office: 311 j
St. Phone STerllng 3591. Printing Offlce: J
Ave.. Baltimore 11. Md. Subsoiptlons: Unlit
$S a year. Canada and foreign $9. Single re-
printed In USA Address all MrrMPOOdaw
E. 49th St., New York 17. N Y. Mirny Hll
Copyright 1955 SPONSOR PUBLICATIONS
The BIG CHANGE in Washington
WGMS NOW CAPITAL'S BIGGEST"
GO
CO
1/2 MILLIVOLT DAYTIME
SERVICE CONTOURS
WGMS
AM
570 KC
5000 W
WGMS
■FM
103 5 MC
20000 W
WMAL
630 KC
5000 w
WRC
980 KC
5000 W
WWDC
1260 KC
5000 W
WOOK
I340KC
250 W
WOL
1450 KC
250 W
WTOP
1500 KC
50000 W
Mop by Ftdtral Groptiics
WGMS
the Qood z3\Cusic Station
NOW BROADCASTING WITH HIGH POWER AND NIGHTTIME AM
M. Hubert Rogers, President • Bote! Harrington, Washington \. D. C. • EXecntivi
REPRESENTED BY GOOD MUSIC BROADCASTERS and THOMAS F. CLARK
«j:New day half-millivolt contour covers:
lino more sq. land miles than WTOPj 3200 more than W.MAI.: 3300 more than
WRC: 7000 more than WWDC
Only
are powerful enough
and popular enough
to register audiences
in radio survey ratings
of both Los Angeles
and San Diego.
Of this top trio
KBIG is
* #1 in San Diego
* #3 in Los Angeles
* the only independent
* the least expensive
* the lowest cost per
thousand listeners
Any KBIG or Robert Meeker
Account Executive will show
you the documents.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
Frank Thompson, Ted Bates, New York, com-
ments that specialized timebuying departments —
one for radio, one for tt> — have been suggested as
a way to help the timebuyer cope with the flow of
facts. "Specialization has long taken hold among the
station reps, who often divide radio and tv selling
completely," says he. "There also tends to be more
specialization in the media buying end where
large accounts are concerned. Some agencies are
evolving media groups with buyers for tv, radio and
print, whose work is coordinated by a media group
head. However, on small and medium accounts
there seems to be a demand for buyers versed in
all media. Generally, it adds to the client's ad-
vantage land to the buyers efficiency) for one
buyer to coordinate radio and tr."
Jan Gilbert, Product Services, \'ew York, feels
strongly that radio and tv buying should not be
split. "But then I'm prejudiced, because my back-
ground has been in all-media buying where you have
a better concept of the over-all needs and objectives
of an advertising campaign," she says. "Of course,
the radio-tv buyer does face the problem of dupli-
cate effort, such as hating to see two reps from the
same rep outfit, to get radio and tv availabilities.
Still, the advantages and similarities between the two
air media outiveigh the appeal of specialization. In
air media particularly you want to know exactly
how radio and tv will mesh in a campaign. You
don't want to duplicate your effort in the same
market, but you might be using radio-tv differently.'
Bill Abrams, Leber & Kalz, New York, feels
that radio reps are leaving one potential source for
business uncovered: "The radio reps rarely gear
their thinking sufficiently to the small-budget ad-
vertiser or the small agency. There are exceptions,
of course, and when they occur, we find an oppor-
tunity to put our clients on the air. Both CBS and
XBC Spot Sales have done a fine job of selling
radio creatively with small budgets in mind. The
main problem the air media present for us is one
of maintaining both coverage and continuity of
advertising on the sort of money made available
by our clients. And we feel a good job of selling
b\ the rep, a good presentation, makes it possible
for us to point up the advantages of the air
media better to our clients."
SPONSOR
IE BOSTON SUNDAY POST
PROCLAIMS
WMUR-TV
'"»»» IK.
'••"-I l.«-«| rt,
' |1...o ,.( r,r|«J^
«n.l -Ii,r-
Hwh
'" n HL
pffnUrH IV^. |
, iewers in the greatei Boston
ire been limited I" two \ 1 1 1 Stations
m> program selections
Now WMUR-TV
Provides Exclusive Service For
».<l«y Mitbt Flghu VIII
ik ABC
L Film FwUitl ABC
r..f Kirr.lunr \ll(
I Jubll,- Mil
■ to IVr.,.11 I BS
I jlr Koolball CBS
-iaal. Pro Kooll.all 111 M
PLUS 14 HOURS OF OUTSTANDING LOCAL "LIVE"
PROGRAMMING FOR THE BEST TV BUY
call your Weed Representative or Gordon Moort .If \tl R-
Tf National Sales Manager, for current availabilth
Norman \.
Gittleson
Executive
\ ice President
and Oneral
Manager
ABC
AFFILIATE
WMUR-TV
CHANNEL 9
MANCHESTER, N. H.
/f you want
NEW ENGLAND'S
use
yours/iareof
N0.1 MARKET
rcraa
BOSTON
by Bob Foreman
Hon to prepare a job-getting resume
Since there is so much turnover in the agency business —
a deplorable fact to be sure — it might be worth a few sen-
tences for me to outline what older and wiser heads than
mine are thinking and have thought about one job-hunting
tool — resumes.
A man or woman looking for an account executive job or
that of an assistant account executive, they believe (and I
concur), should mimeograph his or her experience. This
data should be in reverse order — that is, most recent experi-
ence first and thence back to college or high school days.
Don't relax! Presentation of these facts requires the
utmost ingenuity. What to leave out is as important as what
to include. For example, the individual reading through the
resume of the applicant is searching for relevant experience.
What is irrelevant is time-consuming and puts the job-seeker
at a disadvantage. But don't be discouraged! Many thing-,
beneath their surface, do have a bearing upon the business.
For example — business manager of a college paper or year
book or running a Community Chest campaign in a local
area. In fact, any business-like activity. However, the bald
statement that the person-looking-for-the-job has run such
activities or been involved in same is not enough. Clippings
regarding the success of the venture, a capsule description of
what specifically was done by the person concerned, outside
testimonials to the fact that these tasks were intelligently
performed and with perseverance should be included.
Another suggestion. Before making your approach why
not look through McKittrick's and find out exactly what
accounts the agency has? If they are heavy in package goods
and your father ran a grocery store (in which you worked
for three summers), it's amazing how important this factor
can be considered bv agency personnel. Similarly a depart-
ment store, drug store or any other retail shop.
A word about friendship, or what is vulgarly referred to
as "pull." Sure, this can play a part in the original place-
ment of a person. Social contacts do help get jobs in every
business. But they won't hold the job. So use what you've
got to get your chance. If anyone in your family has been
successfully engaged in agency work or with some account.
I certainly wouldn't feel shy about bringing this matter up.
And get a letter from the individual about yourself!
I Please turn to page 64)
SPONSOR
Represented
Nationally by
CBS Television
Spot Sales
14 NOVEMBER 1955
f
*r& %»
Florida Citrus Commission
and its agency,
Benton & Bowles, Inc.,
are Sold on Spot as a
basic advertising medium
To move Florida fruit, processed or fresh, the Florida I
Commission puts more than 50 r'c of its advertising budg "
Spot Television. The use of day and night Spot in se on
drives provides them with flexibility, economy and inn I
selected mass audience markets.
Spot Television and Spot Radio can sell for you. t •<
whatever your product, whatever your desired audience "0*i
-
V
ision-makers who require immediate market-response are
LDONSPO
BC Spot Sales Representative will show you how Spot can
a your sales messages in twelve major markets, accounting
1 of the nation's retail sales.
> BCl S I M >T S V LE S
30 Rockefeller Plaza. New York 20, V. Y.
o, Detroit. Cleveland. San Francisco, Los Angeles. Charlotte*,
r , Dallas* *Bomar Lou ranee Associates
From left i" right, above, rot! Swann, Chairman
Advertising Committer, mar vim h. walker, Vice
Chairman. PAUL S. PATTERSON, Dirt tor of 1 ■ ertising,
Florida Citrus Commission; (back to camera . n vrrv
\\ \KRh\. I ice /'resident. Benton & Bowles, in charge
Florida operations; and robkkt ( . WOOTi N, Chairman,
Florida Citrus Commission.
representing radio stations:
WMAQ CI k>bc San Francisco, km> Si. 1 « «c • o.'i
utftoa. l>. I " t »m ' . EOMO St* « n i
KG l //-;..'.. // ;u ; WBCA fVrt 1 "»R( <n t - i t B n
RADIO nCTWOU
representing television stations:
kon»-tv Honolulu. H-.u-.i-. «rc»-tv Vu )'i, ykbq CAi-
cue", KRCA i"i Angrlr*. ksd-tv Si. Louis. wic-tv ffasAutflon,
B.C., wn»k Clrxrland, komo-tv Seattle, kftv Portland, Ort..
»«ir-TT LamisvUle, wkcb Schtntctady-AlbanyTroy.
BUSINESS EQUIPMENT TOUGH TO SELL?
NOT ALWAYS !!!
Head this letter and see ....
And 26 other sponsors AGREED that KERC's "Operation Pioneer"
(broadcast from the Lane County Fair) brought IMMEDIATE
results.
LET KERC CO TO WORK FOR YOU IN THE PACIFIC NORTH-
WEST'S 5th LARGEST MARKET.*
EUCENE is OREGON'S SECOND MARKET
advertisers.
essential to national
*SM 1955
TuTHORllED SALES A
One Buiinei* Shipment Center
,,30 OAK STREET -EUGENE. OREGON
Phone: 5-3381
^^TA^^T^i^ToN RAND
September 21, 1955
Radio Station K. E R G
P.O. Box 506
Eugene, Oregon
Gentlemen:
K»rk for S16-C0 covering our
Enclosed is our check lor
Lane County Fair time. ^ ^
power. We naa display only *h -lmost a hundred
Very truly yours.
^BUSINESS EQUIPMENT CENTER
/>* /^rX^r-Mana9er
Don Fersinger^/Cwner
DI : !
,.„,„ . Calculators • Machine Suppl —
for Adding Machines ■ T y p e w r , te Ma c h i n e s • S a . e Cabinets
Ka.d.x • Fi.ina Cab, nets • Bookk..p.
More Facts?
Contact
WEED b Co.
5000 WATTS
h, EUGENE, OREGON
CBS fb&BJFtinWEm VALLEY
/l
lfoy
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
B&M TEST
I have followed with great interest
sponsor's running account of the
B&M media test. The wa\ I feel,
ratings and audience measures are in-
adequate and the only true measure
of a media's worth is whether it sells
anything and how much it sells. I
want to compliment sponsor for its
part in the study and especiallv the
Burnham & .Morrill Co.
I think the whole studv should be
a guide for other manufacturers that
have their doubts about television.
I would like to have a dozen re-
prints of the August B&M article.
Cyrus D. Crites
Director of Research
WAVE, Inc.
Louisville, Ky.
• SPONSOR plans to follow up the B&M serial
with at least one more report on how the com-
pany is faring! in (ircen Bay after its tv campaign.
COFFEE AND TEA
W e are writing to request your im-
mediate assistance in a matter of great
urgency and importance to us.
We are seeking information on the
subject of coffee (and tea) sales, mer-
chandising, sales promotion methods,
and advertising — and would like to
examine am articles which you have
published, bearing on this subject,
within the past several years. If it is
possible for you to send us clippings
of such articles, this service will be
greatlv appreciated: if clippings are
not available kindly give us titles of
articles and dates published.
Edward Prager
Edward Prager
Advertising Agency
Baltimore
• SPONSOR published six pertinent case '"--
toric- in 1953 anil I *>."i 1 : I Ma* 1953, 16 Novem-
ber 1953. 8 February 1 <<5 1. 19 April 195 1. 14
June 1954, I October 1954.
JAPANESE ORIGINAL
I read with a great deal of interest
in your "49th and Madison"' column
of October 17 the letter from Y. Nihira
12
SPONSOR
Inland California's Beeline stations,
purchased as a unit, give you more
listeners than any competitive com-
bination of local stations . . . and at
the lowest cost per thousand!
(SAMS & SR&D)
...J VST LOOK AT
FRESNO
KMJ has MORE LISTENERS than any competitive sta-
tion, daytime or nighttime, according to May '55 Pulse survey
of seven major cities in Fresno area.
kmj has MORE TOP RATED SHOWS 9 out
of the 10 most popular programs in the Fresno area are KMJ
shows, reports latest Pulse.
KMJ has WIDER COVERAGE than any competitive
station, daytime or nighttime. (SAMS)
/ULcCAodtcJUq &toadccLstiAiq C*y+«J\poj*A\
SACRAMENTO, CALIFORNIA • Paul H. Raymer, National Representative
14 NOVEMBER 1955
13
IN CINCINNATI . . .
EVERYBODY LOVES MUSIC, NEWS AND SPORTS
*)/~\ M^ *$&* ?& P y*&*sr\\ r?L
^
/•' .
my, how he's growing!
X() DOUBT ABOUT the ap-
peal of Music, News and
S] nuts ! And Cincinnati's 1st
Station for Music, News and
Sports is WSAI-Radio!
IF YOU WANT the station
with the confidence of more
local merchants, with spec-
tacular rating increases from
sign-on to sign-off, and with
Cincinnati's most popular
air salesmen, you must buy
the station that sells Cincin-
natians — WS A I -Radio.
Yes, 'SAI, our Weatherbird says, "There's always
fair weather for bigger sales on WSAI-Radio!"
National Representatives
for the new sound in Cincinnati
Weed & Company
w
SHERWOOD R. COROON, PRESIDENT AND GENERAL MANAGER
THE NEW SOUND IN CINCINNATI HAS A CASH REGISTER RING!
ill li>k\t). Japan. Would u be possible
lui me i«> gel the original from which
you reproduced the cut? I would verj
much likr to have it l"i m) files.
II IRK\ \\ U M Ml \1 Ml V\
/ ice President
McCann-Erick ton Inc.
\ eu ) ork
• iiritiii.il- in. ■■■ ~lii.li SPONSOR Illustration!
ii. in-i-|iiiri-il .jrr m •'.I'iniulli svallable. W f an-
I,.,,.,., n. i.l.li,...- r..,.l.r MeMakaa.
FM FOR AGENCIES
In an article entitled " \<l agencj
promoted itself via fm radio," jrou
>,i\ : "\\ hal is thought to be the first
test "f an fm Nation a- an advertising
medium for an advertising agencj is
being conducted on K 1)1- ( !. San Fran-
. i-i n.
For the record, I think you might
be interested to know that our agency,
\|i|ilcstcin. Levinstein ami Golnick,
i an a campaign about a year ago mi
the local fm station. \\ [TH-FM, for
Beveral months.
\ number of friends told u- tln\
heard our commercials, and there
were other favorable comments, al-
though no direct action.
Ilii-. of course, is the pattern lot
i great deal of self-advertising done
li\ agencies, namelj : direct action and
immediate- business- negligible; good-
will considerable, plus the fact that
agencj advertising does help presell,
so that when a call is made on a pros-
pective client, the selling job is infi-
nitely easier.
Morton Levinstein
Ipplestein. Levinstein ami Goldnick
Baltimore
NEGRO SECTION
I am doing a thesis at the I niver-
-it\ of Texas on programing to the
Negro market and I am finding it
rather difficult to secure sufficient (lata
on the subject. Having read several
articles in your magazine pertaining
to the Negro market. I should like to
inquire as to the availabilitj of re-
prints of those articles. If reprints are
available I would like to have at least
one of even article you have printed
on this subject or related to it.
I would appreciate it if you would
advise me of the quantitj of reprints
available and the total cost Uso,
your policj regarding such requests
i cash in advance, c.o.d.. bill. etc.).
Larry E. Joni -
KTX\
I u st in. Tex.
WFBG-TV
channel 10
yl
o
o
i /; ofj
with A lie, \/;<
Sett . i
You need only buy WFBG-TV to cover all of central
and Western Pennsylvania. With maximum power of
316,000 watts, WFBG-TV blankets the rich, heavily-
populated areas between Pittsburgh and Harrisburtr.
In addition to the 537,452 tv sets in its coverage
area, you get a bonus of 131,556 television homes in
Metropolitan Pittsburgh.*
WFBG-TV
Altooha\ Pa.
BASIC
NE I'WORK
also ABC, NBC affiliate
Represented exclusively by H - R Television l-c
\ 1955 Give* WFB( Pittsburgh,
14 NOVEMBER 1955
15
Living dangerously ... in Hew Orleans
You can do a lot of living in New Orleans' lot of past . . .
but in radio it \s dangerous. Not could be. Is
Because until as recently as two years ago the heretofore
showed a radio station named "VVTIX smack on the bottom
of an eleven station market.
Then Mid-Continent took over and ten months later AVTIX
was New Orleans' number 1-rated station.
It's been at or near the top ever since.
A drastic upset in time-buying habits has followed this
upheaval in the New Orleans listening habit. How old is your
New Orleans story? That old? Call Adam J. Young, Jr., or
YVTIX General Manager Fred Berthelson.
^S#
■tLv&d
-CONTINENT BROADCASTING COMPANY
KOWH, Omaha
Represented by
H-R Reps. Inc.
16
President: Todd Storx
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
W1X
New Orleans 16, La.
SPONSOR
New and renew
SMIMt
14 NOVEMBER 1955
] New on Radio Networks
SPONSOR
A State Insurance. Skokic. Ill
C er Products, NY
Pub. Phila
C fngidjirc div. Dctr
C ril Foods. Assoc Products, White
AGENCY
Christiansen Adv. Chi
SSCB. NY
BBDO. NY
Kudncr. Detr
Crcy. NY
STATIONS
MBS 553
ABC 340
NBC 198
NBC 198
NBC 198
Buick Div. Flint
Kudner, Dctr
MBS
485
C ml Tire & Rubber. Akron
DArcy. NY
ABC
Hmjrk, Chi
Footc, Cone & Bcldmg,
Chi
NBC
198
Hit, Upturn, NY
Lewin, Willi.ims & Savior.
Newark
ABC
40
k ion Co. Morristown. N|
Crcy, NY
NBC
198
mm Products. lackson
Cordon Best. Chi
ABC
332
lurj Co. Phila
Hicks & Creist. NY
ABC
332
..■baker. So Bend
B&B. NY
NBC
198
PROGRAM. tim«, start, duration
Army-Navy football; Sat 1:15 pm to concl; 26
Nov
When a Cirl Marries; M & F 11:45-12 am 21
Nov: 26 wks
One Man's Family: M-F 10 15-10:30 pm
Fibber McCcc 6 Molly M-F 10-10:15 pm : 8 & 9
Nov. 15 & 16 Nov; 6 & 7 D, c
One Man s Family, M-F 10:15-10:30 pm ; 25 Nov-
9 Dec
Weekday; M F 10 am-6 pm; 7 Nov: 8 wks
Cabriel Hcatter; 7:30-7 45: 1 Nov & 3 Nov
Dctr Lions vs Creen Bay Packers; 12 noon to
conclusion; 17 Nov
Monitor; 19 Nov-18 Dec
Wall Street Final; M-F 5:55-6 pm; 31 Oct 52
wks
Weekday; M-F 10 am-6 pm ; 7 Nov; 8 wks
Breakfast Club; segment on F 9:35-9:40; 6 |an
Breakfast Club; seg on Th 9:40-9:45; 17 Nov;
13 wks
Top Ten Plan & Monitor: wk of 20 Nov
. Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
C stian Reform Church
irenee Manion. Chi
I ed Motors. Dctr
Clcnn. Jordan. Stocticl.
Chi
Victor Adv. So. Bend
Campbell Ewald. Dctr
MBS 235
CBS 204
MBS 526
PROGRAM, time, start, duration
Back to Cod Hour; S 9:30-10 am. 27 Nov-
18 Nov 1956
Manion Forum of Opinion: S 9 30-9:45 pm; 6
Nov-28 Oct
Lowell Thomas: M-F 6:45-7 pm; 31 Oct; 52 wks
Broadcast Industry Executives
NAME
ft Accas
v Clay Adams
k C Atkinson. Jr
Cries T. Ayres
H Baker
II Belford
Brits W. Besosa
Iv Buskctt
Cishaw Bonner
(<in C. Cass
' Chioda
> rt L. Coc
li Cole
|i Condon
'Constant
liard Corwin
f Crumley
del M Curtis
' i-J I Dc Cray
h Devinc
I cs C. Dodgson
I Durgin
''■son W. H. Eagles
I' H Eckstein
I Enis
• y B. Frank. |r.
I'd B Cibson
' ham C Cillogly
I y Cordon
1 ->ard H. Cravctt
lA. "Bun" Hassett,
'one D. Hill
FORMER AFFILIATION
ABC. adv. pub. prom director, NY
ABC rad-tv co-op mgr
ABC. NY, vp in charge of radio network
KMTV. Omaha, p-om mgr
KFWB. Hollywood merchandising director
A. C. Nielsen. Chi. acct exec
KLAC. LA general mgr
MCA-TV NY
Adam Young, NY
Westchester County Publishers. White Plains, adv-sales
staff
DuMont. sta rel mgr
KFMB-TV. San Diego, promotion
KTAC. Tacoma. acct exec
KBAK-TV. Bakcrsfield. Calif
WWOR-TV Worcester
TELEVISION Magazine. NY. research director
NBC. Chi. gen sales mgr
Vitapix Cuild Films. NY. station relations director
KVOO-TV. Tulsa, promotion mgr
WHIO. Dayton, regional sales
WMAR-TV. Baltimore
ABC. asst to adv. pub. prom director. NY
KELP. El Paso
DuMont. NY. natl spot sales
WBBF. Rochester, sales mgr
ABC-TV. Chicago, acct exec
Muzak. Wash. D. C. mgr
KFRC. San Fran, sales
WMT-TV. Cedar Rapids, tv sales director
WORZ. Orlando, general mgr
NEW AFFILIATION
Same, sales development director
CBS TV. NY. film prod operation dept. mgr
Same, radio sta rel. eastern regional mgr, NY
NBC. NY. radio network hd
Same, acct exec
Same, also director of adv and publicity
^mc, vo. rad-tv dept
KC8Q. San Diego, general mgr
TPA. NY. acct exec
H-R Rc-s. NY. sales
WFMY-TV, Creensboro, NC. promotion director
ABC TV. sta rel, regional mgr
Same, tv director
Same, asst mgr
Same, vp
TPA. NY. acct exec
Adam Young Television. NY. research director
Same NY. eastern sales mer
ABC Radio NY. station relations director
Same, commercial mgr
Hoae-Blair. NY. acct exec
ABC Radio. NY vp in charee of radio network
XETV. San Diego, mcrchandising-prom mgr
Same, adv-prom di'ector
KNOE. Monroe. La program mgr
ABC TV. NY acct exec
WHAM. Rochester, sales
Same, eastern sales mgr
KSCJ-TV. Pueblo. Colo, natl sales mgr
KNBC. San Fran, acct exec
KDUB-TV Lubbock. Texas, natl sales director
WCTO Haines Citv Fla mgr
In next issue: iS'ew and Renewed on Television (Hrttcork) ; Advertising Agency Personnel Change*;
Sponsor Personnel Changes: Station Changes (reps, nettcork. pmrrr);
John H
Eckstein 3'
O W
M
14 NOVEMBER 1955
17
14 NOVEMBER 1955
y«-n- and rrnew
Edward |.
Dc Cray <3>
Lloyd B.
Gibson (3)
Bill
Crumley <3i
William H.
Quinn (3)
|ohn
Devine (3)
Erwin
Rosner (3)
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
Pctie Houle
KLAC, LA, traffic
Edwin R. Husc
WXYZ, Detr, acct exec
Andrew P. Jaeger
Procter TV Enterprises, NY, vp in charge of sales
Dick Jensen
WCCO-TV, Minneapolis-St. Paul, natl sales rep
Maitland Jordon
KJR, Seattle, mgr
Edward E. Kash
Henri, Hurst & McDonald. Chi, sr producer
Henrietta Kieser
Bozcll & Jacobs, Omaha, vp
Marian Y. Komar
KLAS-TV, Las Vegas, commercial mgr
|. L. Kaufman
Grant Adv. Detr, vp
Lou Kravitz
Filmack Studios & Trailer Co, vp in charge of sales & adv
L. A. Larson
WISN-TV, Milwaukee, commercial mgr
Boyd W. Lawlor
WIP, Phila, station mgr
Anthony Leighton
ABC. NY, publicity
Marvin Levey
WFDF, Flint, sales prom mgr
Jim McEaneney
Weed & Co, Detr
Henry H. McMahon
Yankee Network, Boston, sales service
Robert S. Mandeville
Everett-McKinney, NY, eastern sales mgr
Joseph 0. Meyers
NBC. NY, central news chief
Ken Morton
KOOL-TV, Phoenix, asst mgr
Edward A. Montanus
NBC, NY, central sales supervisor
Dana S. Murray
All-Canada Radio & TV, Toronto, program div
Bernard Musnik
Crosley B'casting, NY, vp in charge of sales. Eastern div
0. W. Myers
Cerity Broadcasting, Bay City, vp
Benton Paschall
WNOE, New Orleans, gen mgr
Richard J. Passage
KYAK, Yakima, commercial mgr
John C. Ponic
Fawcett Pub, NY, adv-sales rep
Doug Peterson
WCCO-TV, Minneapolis-St. Paul, sales service rep
William H. Quinn
A. C. Nielsen, NY, acct exec
Edythe Rein
Natl Telefilm Assoc, NY, asst tres
Erwin Rosner
WPEN, Phila, local sales mgr
Adolph L. Seton
ABC, NY, asst publicity mgr
James T. Shaw
Henri, Hurst & McDonald Adv, Chi. rad-tv director
Mary Smith
Trendex, NY
William E. Spahr
Montana State University, rad-tv program director
William H. Spencer
WCOL, Columbus, mgr
Joseph Stamler
WABC-TV, NY, acct exec
Ernest E. Stern
ABC-TV, NY, publicity mgr
Robert F. Tait
All-Canada Radio & TV Winnipeg
Kit Tyson
WBAL, Baltimore, wrtr
Leonard C. Warager
NBC, NY, eastern sales mgr
Bill Warner
Ziv TV Programs, NY
Ray Watson
WKRC-TV, Cincinnati, asst director
V. Byron Williams
WTRF-TV, Wheeling, asst program director
Philip H. Weil
CE, NY
NEW AFFILIATION
Same, sales service rep
Patterson-Richards Stations, West Va & Ohio, vj
Ziv TV, NY, sales rep
Same, regional sales rep
KOMO-TV, Seattle, mgr
WEEK, Peoria, station mgr
AWRT, Heart of America Chapter, pres
Same, gen mgr
UPA. Burbank. adv-publicity director
Lewis & Martin Films. Chi sales director
Same, asst mgr
WWCA, Gary, station mgr
Same, asst publicity mgr
Same, commercial mgr
Everett-McKinney, NY, sales staff
Same, retail merchandising director
H-R Reps, NY, sales
Same, news manager
Same, station manager
Same, central sales mgr
Same, radio program div mgr
Ziv TV, NY, new business development
Same, also WNEM-TV, Bay City, general mgr
KBAK, Bakersfield, Calif, gen mgr
Same, mgr
ABC TV, NY, sales dept, acct exec
Same, natl sales rep
Same, vp in rad-tv div
Same, vp
Same, gen sales mgr
Same, publicity mgr
Ziv TV, NY, sales rep
Same, vp
KFBB, Great Falls, Montana, adv-prom director
Same, vp
Same, sales mgr
Same, LA, adv, prom, pub director
Same, western supervisor
Same, asst program mgr
Same, administrative sales mgr
NBC Film Div, NY, sales rep
Same, producer-director
Same, program director
CE, NY, rad-tv dept, district sales mgr
4. New Firms, New Offices, Changes of Address
Adrian Bauer Advertising, Philadelphia, has reorganized as
Adrian Bauer and Alan Tripp, Inc.
Burroughs Corp, Detroit, has announced the establishment of
a Defense Contract Administration branch for military
business
KC~R. Los Angeles, has moved to new offices at 419 South
Robsrtson Blvd. Beverly Hills
Lowe and Hall Advertising, with head offices in Greenville,
SC. has opened a branch in Asheville
CBS Radi? Spot Sales, NY, has moved to 460 Park Ave as of
31 October
The National Television Film Council has established
manent offices at 1639 Broadway. New York
North Advertising, a new agency, will open 1 December at
430 N. Michigan Ave, Chicago. Don P.
be its president
Radio Advertising Bureau, New York, has
Park Avenue
W. A. Sheaffer Pen Company has opened a branch plant in
Utrecht, Holland
per-
:r at
Nathanson will
moved to 460
5. New Agency Appointments
SPONSOR
Diamond Crystal Salt Co, St Clair, Mich
Elgin Softener, Elgin, III
Jacquelin Cochran, NY
McCormick & Co, Baltimore
Pabst Brewing Co. Chi
Purex Corp. South Gate, Calif
Oakland Zone Chevrolet Dealers, Oakland
Revlon Products, NY
PRODUCT (or servu.e)
salt
water conditioning equipment
cosmetics
tea and spice importers
Pabst Blue Ribbon Beer
Purex liquid bleach
Chevrolet cars
Touch & Clow liquid make-up
AGENCY
Ogilvy. Benson & Mather, NY
Phil Gordon, Chi
Al Paul Lefton, NY
Lennen & Newell, NY
Leo Burnett Co, Chi
Foote, Cone & Belding. LA
Campbell-Ewald, NY
BBDO. NY
18
SPONSOR
WXLW changed its broadcast frequency on March 12, 1955,
to 950 on the dial. To help Indianapolis area motorists con-
vert their automobile radios to the new frequency, WXLW
and 63 Texaco service stations in metropolitan Indianapolis
promoted free push-button conversions. Eight one-minute
spots a day announcing the WXLW-Texaco radio frequency
conversion began March 5, 1955, and ran through
April 22, 1955.
The 63 Texaco service stations averaged 50 to 60 radio
conversions for each of the first ten days of the promotion!
The IMPACT on Texaco's sales figures during that period?
Here's what the "SELL STATION" did for Texaco!
"Our March, 1955, gallonage increased 10.07 per cent
over March, 1954, at those stations participating in the pro-
gram. During the same period, according to state tax figures,
gasoline consumption was up only 5.95 per cent.
"During April, 1955, those stations participating in this
joint program enjoyed an increase of 22.43 per cent over
the same month in 1954; whereas, according to state tax
figures, overall consumption was up only 6.92 per cent."
So says Mr. H. L. Knearl, Assistant Division Sales Promo-
tion Manager of the Texas Company, Indianapolis, in his
letter to WXLW of July 1 5, 1 955.
ASK TEXACO!
Represented nationally by the John E. Pearson Compony
14 NOVEMBER 1955
19
f/OOll S{fi»
&*U*JL,
» be itt !
%
ihnr hit I 9 tire
r
a les policj tm
in advertise] who wants to go p] • • • fast.
' ■■ ' bettei to hop rd the i.i-'< st-mo\ ii
effective medium there i- spot television and
ride ii for .1 II it's worth.
I hat's i cai il> whal the Genera] Bakir I
panj did when ii wanted to introduci < Irossini er'a
Rye liicnl inthe Philadelphia market. Grossinj i r's
u ^ unknown there, and local brands were firml)
established. I lou to move in fast? < m BB1 >< »'-
advice, the client bought a Twelve Plan schedule
1111 WCAl - 1 \ . \nd what happened then? To quote
BBDO's own words: "In five weeks we hit the
sales quota we had expected to achieve in 13 weeks.
Vfter seven week- we passed .ill other rye breads
and moved into Erst place in the market." Ind...
;ii a cosl per thousand viewers oi onlj 3 1 cents!
No fable this. It's another true case history,
which illustrates so well why more than 300
national spot advertisers arc currently using sched-
ules on one or more of the 12 television stations
land the regional network) we represent.
Good spot to be in!
VttS Television Spot Sales
Representing: WCBSTA New York, WCAU-T\ Philadelphia,
WTOP.-n Washington, \\iu\ Charlotte, \uw\v Flon
WMBR.-H Jacksonville, u\i\ Milwaukee, WBBMTV CI
KS1 i\ Sail Lake Gty, KGUL-'H Galveston-Houston, KOIN-TV
Portland. KWi Los Angeles, ( BS TELEVISION PA( [FICNETH
3^
CERTAIN THINGS
STAND OUT!
Yes, certain things are all-
important to the advertiser.
Like the dynamic sell-power
of the JOE FLOYD Stations . . .
the two-market impact you get
for your one smart buy . . .
the spending power of these big
multiple markets.
What a terrific spot for you!
THE BIC TV COMBO
78 % of total Soutn Dakota Market,
western Minnesota, northwestern Iowa
mm
JOE FLOYD, President
Ev^ns Nord, Cenl. Mgr. • Larry Bentson, V.P.
NBC Primary
Represented by H - R TELEVISION
Robert A. Seidel
Executive v. p.
RCA Consumer Products, New Yorlc
"It's a damned sight easier to breed minks than make color tv
sets." says Robert Seidel. RCA Consumer Products* executive v.p.,
about the current pricing of color tv sets.
"But the same people who are buying Cadillacs, cruises and trips
to Europe will want color sets. And the time will come when all net-
work transmission will be in color."
An energetic, friendly man with a long career in merchandising
and retailing to back him up. Seidel sits in a Rockefeller Center
office overlooking most of Manhattan, some of New Jersey, Queens
and the Hudson. He feels most comfortable when flanked by an
RCA tv set. hi-fi unit and the new portable RCA radio-phonograph.
"The trend toward color has been established." says he. "Take
Chicago. Starting next April all shows originating out of our Chi-
cago o&o station will be in color."
Seidel puts a lot of persuasion and advertising into RCA sales
promotion. This year alone RCA Consumer Products will be spend-
ing some S20 million I including the co-op budget I on selling the
public on its line. Naturally enough. RCA is a heavy radio and tv
advertiser on NBC. with numerous commercials on Monitor, Dragnet
and Playhouse, as well as Berle. Producer's Shoncase.
"If I were still a retailer. Id stock up on any product that's being
advertised on tv." he comments. "There isn't a manufacturer of a
product in No. One position who can afford to stay off the medium if
he wants to hold on to his advantage."
RCAs tv set* have held that choice position for some time against
new and es'abli^hed competitors alike.
"Sure. I'm sold on the power of tv." adds Seidel. "But the secret
of advertising effectiveness Pes at lea^t partly in media balance."
Demonstration-minded, Seidel illustrates his comments with charts,
a quick walk to his office hi-fi set. which he'll turn on full-blast to
play a bell-clear, if deafening, rendition of Star Dust, a switch over
to the new portable radio-phonograph on his bookshelves for a few
bars of modern jazz.
"I was excited about RCA before I ever came here in 1949." savs
lie. (lipping proudlv through color catalogs of the RCA line. "You
should see our apartment (Sutton Place. Manhattan i : We've got two
tv sets and half a dozen radios in 4"^ rooms." * * +
22
SPONSOR
You're In Gooc/Cb/npznt/ On
LADIES' DAY
Channel 2
WESTERN MILLS
VOL
ER
iER HOSIERY MILLS
I
I ACON
I ENTERPRISES
MUS
:•: FARM BREAD
I GAMBLE
GARETTES
NUT OIL
IGEST
MESERT FLOWER
A
ECT SPRAY
»EN
I BRANDS
/AN CAMP
•»LA
IOOMS
You I
'</ Nationally by
i^TZ AGENCY
5OR :S°les Director
' HARKER
New York 22
' HILL 8-8630
* Why Do America's
Top Advertisers Choose Ladies' Day?
1:00—2:00 P.M. Monday through Friday
The list of outstanding advertisers shown at left do not buy "blue sky" claims.
Their agencies include many of the sharpest time buyers in the business. Their clients
have been on Ladies' Day in the past 90 days for purely mercenary reasons, as
they should be.
They buy because Ladies' Day is tops in ratings . . . tops with Detroit-Southern
Michigan viewers. In the last 6 years, more than 65,000 women from over a thousand
women's clubs in Southeastern Michigan and Canada have appeared on Ladies'
Day, the only program of its type in the Detroit area.
These advertisers are on Ladies' Day because Chuck Bergeson's versatile
showmanship means more sales for more products in more than 1,500,000 Detroit-
Southern Michigan homes.
Want to make your sales soar in this big-spending mid-western market? Use the
selling power of Ladies' Day or other potent participating programs' on WJBK-TV
with its maximum power of 100,000 watts, 1,057 foot tower and top CBS and local
programming on Channel 2.
*such as Nightwalch Theatre, Early Show, Cartoon Classroom, or Sagebrush Shorty.
WJBK-TV
CHANNEL
2
DETROIT
When that 1 buy is WJAC-TV, Johns-
town, you not only steer your way into
the rich Johnstown area, but you
coast right into the Pitt burgh and
Altoona markets, as well!
Latest Hoopers show WJAC-TV:
FIRST in Johnstown
(a 2-Station market)
SECOND in Pittsburgh
(a 3-Station market)
FIRST in Altoona
(a 2-Station market)
Smooth the way for more sales with
the 1 buy that covers 3 . . .
Get full details from your KATZ man!
by Joe Csida
Does everyone dig Noel Coward?
It is more or less the custom of this corner to make pass-
ing comment on anything widely hailed as new, different and
exciting. And certainly the two-person spectacular presented
on CBS TV, Saturday; 22 October, 9:30 to 11 p.m. EDST,
was so hailed. Together with Music, you'll recall it waa
called; and Mary Martin and Noel Coward were its stars.
I go along. It was new, different and, I'm sure, to a cer-
tain segment of the population, exciting. Dear, dear Noel
was just the sweetest thing. The elderly elf pranced and
danced and managed, in his songselling, nuances which no
mere man could possibly muster. Only the brilliant Coward
could sing lines like "rolling in the hay" and conjure up a
picture of a sweating farmhand tossing restlessly in a wagon-
ful of dried grass.
There is, of course, virtually nothing in showbusiness that
Coward has not done. For these many years he has delighted
legit audiences, night club mobs and record collectors with
his sharp wit, his wonderfully incisive words and music, his
supreme gloss and glitter. And now that he has brought his
endearing qualities to television, only the unsophisticated,
the uncultured and the uninitiated will fail to cry with deep
emotion and abandon: "Hip, hip, hoorav! Do let us spend
another evening with Noel soon."
The 15-city Trendex for the three separate half hours of
the show do create the suspicion that there may well be vast
numbers of unsophisticated, uncultured and uninitiated peo-
ple hidden in remote sections of this country. In its first
half hour Together with Music topped Jimmy Durante on
NBC with a substantial 24.3. But in the second half hour
(10:00 to 10:30) against George Gobel's 23.7, Mr. Coward
and Miss Martin tallied a 17. In the last 30 minutes, against
the Lucky Strike Hit Parade, the spectacular got back a little
more than a point, but -till ran second best to the top seven
songs, 21.1 to 18.7.
There wasn't (to get to the non-Coward aspects of the
show) anything spectacular about Mary Martin. She was
just plain, old. everyday great, as she always is. She sings
a sad song sadder, and a gay song gayer and any song bet-
ter than any lady around, voice or no voice.
I Please turn to page 70 I
24
SPONSOR
WLW radio offers a great new
programming concept
It's here — "The World Now" — WLW Radio's spectacular new programming
operation that takes you to every town or country, day or night... to
bring you on-the-spot news, interviews, happenings ... interest-packed
people, places, and things that are vital forces in "The World Now!"
Yes, WLW Radio has a crew of roving reporters, announcers, writers,
editors to cover the water front, home front, world front and back — to bring
you the newsy-est, most entertaining programming in broadcast history.
And this human-interest, cover-all programming spearheads a
sensational new "Certified Audience Plan" unprecedented in
the entire broadcasting industry!
So tune your ad dollars to WLW Radio for "The World Now"
programming punch with the smash "Certified Audience Plan!" —
Se
14 NOVEMBER 1955
25
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Here's another Crosley first — revolutionizing broadcast media! WLW Radio
now offers you a smash "Certified Audience Plan" with announcements to
deliver the greatest possible unduplicated home coverage. You get a
pre-determined audience at a low one dollar per thousand home broadcasts
or even less. . .certified by the official NIELSEN REPORTS!
This sensational, unique "Certified Audience Plan" is spearheaded by
WLW Radio's new dynamic programming operation "The World Now" — plus the
famous Crosley power-packed merchandising and promotional services.
WLW's big new "C.A.P." will give advertisers the greatest selling
package ... anytime .. .anywhere — proving the ears have it!
So tune your ad dollars to WLW Radio for the only "Certified Audience
Plan" in any broadcast media backed by "The World Now" programming!
CROSLEY BROADCASTING CORPORATION, A DIVISION OF
0
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radio
SALES OFFICES: NEW YORK, CINCINNATI, DAYTON. COLUMBUS, ATLANTA, CHICAGO, MIAMI.
award winners
No stranger to awards, WBT Radio starts its 34th year
by winning five firsts and one second out of seven categories in the
1955 North Carolina AP News Broadcasting Competition.
Alert, imaginative, mature, WBT's news service to its 2,500,000
listeners typifies an overall program service which wins an average
share of audience attained by few American stations
{47%— 1955 Pulse of Charlotte).
Relate this radio rarity to your own selling
problem by calling WBT or CBS Radio Spot Sales.
1. "Big Bill" Ward, Sports, Superior; 2. J. B. Clark,
Special Events and Documentary, Superior; 3. Phil
Agresta, State and Local News, Superior; 4. Jim
Patterson, Commentary, Superior; 5. Jeanne
Alexander, Women's News, Superior; 6. Jack Knell,
Comprehensive News, Excellent.
JEFFERSON STANDARD BROADCASTING COMPANY
NORTH
14 NOVEMBER 1»S5
<:o\kk\<;k STl'in STATUS VI \ GLANCE
PROBLEM: There has nol been .1 comprehensive coverage stud) since
L952. Agencies spending millions <>| dollars in t\ are panting foi detailed
and up-to-date data on who views where on \vliai I . N. television stations.
["WO SOLI riONS: \. C. Nielsen, which did a national radio-tf covei
stud) in 1952, will ili> similai one [01 1956. Mil! has proposed .1 11.2
million stud) with 500,000 home sample to covet television stations only.
DISP1 I!.: Two 01 three t\ networks are '""I to national coverage -tml\
at 1 1 1 i — time. NBC urges concentration i»f research funds in areas where
data an- needed most, wants t" wail foi NARTB industry-backed -t u < I \ .
FUTURE: N MM B has set 1957 target date. Meanwhile, Mil', will go
ahead with stud) of 300 small markets. \n VRB national stud) seems unlikel)
without tin' support <>f the t\ webs, which must put up most "I the money.
Will \u li in iii;> W 1 mi era end
At least one national coverage study looks definite,
though not everybody wauls one at present time
M he long drought in data about tv
set saturation and station coverage may
be drawing to a close.
It can't come too soon for admen
who have been ladling out millions of
dollars in video while working with
projections from out-dated studies,
fancy guesstimates and piecemeal re-
search.
At least one national set count and
coverage study seems assured for 1956
with A. C. Nielsen Co. having stated
it will definitely so ahead with its
Nielsen Coverage Service No. 2 cover-
14 NOVEMBER 1955
by Alfred J. Jaffe
ing both radio and tv 1 for previous
developments see 22 August 1955 issue
of sponsor). It will be the first such
study in four \ear-.
Meanwhile, after years in which ef-
forts to provide a comprehensive,
county-by-count) picture of ti have re-
mained virtually dormant, the cover-
age-set-count pot i- boiling over, with
these other research developments all
having come to a head in recent week-:
1. ARB has laid before the network-
it- plans for a 500,000-interview -am-
ple. $1.2 million tv stud) for next year.
The future oi M!l>- stud) lies entire!)
with the tv web-. If the networks
along with ARB. there will be. unless
Nielsen reverses itself, a repetition of
the Nl S-SAMS battle in lf)52. 1 In an]
MUi will tin another "Ahilet ■
Zanes\ille" stud) of small tv markets
h ith about tu ice .1- man] • ities
ered as in the first study, which had
data on about 150.)
2. \HI is exploring the possibilit)
of turning out detailed t\ -et count
figures based on the recent June stud]
of the Census Bureau. ARF i- -eeking
29
TV SET COUNT (Continued)
a formula wherebj tlie Census Bureau
data could be broken down into coun-
ty-by-county figures.
3. NARTB has taken itself out of
the 1956 picture. It expects, however,
lo start working on a national tv sta-
tion circulation study next year. The
trade association has set up a 1957
target date for release of its study, de-
tails of which have long been a closely
guarded secret. Clair R. McCollough.
president and general manager of
WGAL-TV, Lancaster, Pa., and an im-
portant figure in NARTB efforts to set
«3F
up an industry -supported tv set count
and circulation study, has said there is
no doubt in his mind about the study's
getting under way next year.
4. SAMS has withdrawn from the
coverage picture. It abandoned plans
for a 1956 radio-tv coverage study and
has returned provisional contracts to
stations (mostly radio) which signed
up for a second SAMS study.
5. One of the efforts to fill the need
for information until a comprehensive
field study is undertaken was made re-
cently by the Edward Petry & Co. rep
firm, which released tv set data pre-
pared in cooperation with Television
Magazine and Sales Management.
Symptomatic of the long drought in
tv data and the problems of getting
accurate research at reasonable cost is
the fact the tv networks are split wide
open on how to get coverage data dur-
ing 1956. NBC favors interim meth-
ods until the NARTB group can show
what it can provide. CBS favors a
national coverage study as soon as
possible and veers toward Nielsen.
ABC is taking an it-depends-on-a-lot-
NBC'S BEVILLE IS AGAINST NIELSEN OR ARB COVERAGE STUDY, URGES H
Because so few radio-tv researchers are
willing to talk at length for the record on the
burning current subject of a national radio-tv
coverage study, a frank, outspoken view, in
sponsor's opinion, merits special attention.
The opinions below, in question-and-answer
form, are those of Hugh M. Beville, director
of research and planning for NBC. Beville,
a widely respected figure in the broadcast
industry, views the rapid and complex
developments hi research from a
particularly strategic vantage point.
\^» In a recent speech before the Radio and Television
Executives Society, you expressed some views on the ques-
tion of a national radio-tv coverage study. Is it correct to
say you are against such a study at present?
_if^M» Not exactly. It's more a question of what informa-
tion we can expect to get in relation to what we pay for.
I don't think anyone is against the idea of getting more
station coverage and circulation data. But I don't feel it's
possible at this time to do a sufficiently accurate county-
by-county coverage study at reasonable cost . . . and, I
might add, one that would be widely accepted and used and
be provided on a continuing basis.
\#» \\ h\ do \ou feel this way now? Weren't you all for
the Nielsen Coverage Service #1 in 1952?
^JL» ^ esr that's true. We bought both the radio and tv
material from NCS #il. As a matter of fact, I might say
we were the initiators of NCS #1. We put up $300,000
for it. That's a lot of money, even for NBC. But we were
disappointed in the acceptance of NCS #1 by advertisers
and agencies. We found thev were more interested in rat-
ings. We got little use out of the radio data, but some use
out of the tv material, even though the tv part of the stud\
was secondary at the time. The NCS tv data was mainh
confirmatory of the coverage and set estimates we were
already using. Then, there's another thing. These one-shot
coverage studies have their limits. You make a studv — and
then what? In a short time, the information is outdated.
In fact, it's obsolete before it's published because these
studies can take as long as a year.
%£• There are a lot of people calling for an up-to-date set
count and coverage study. Doesn't that indicate a need for
that kind of information?
J%_m There is definitely a need for information. But the
question is: what kind of information? I want to stress
at this point that that is the key to the problem. Now,
you mentioned two things — set count and coverage studv.
I think a set count is two-thirds of the problem and I'm
talking about a tv set count. The tv side is more important
than radio right now because the picture is changing more
rapidly. Now, as you know, the Census Bureau made a
survey of tv homes in June, with the financing coming
through the ARF from NARTB, the tv networks and
TvB. There will be another one in Januarv and we hope
to have such nationwide set counts every six months in
the future.
%^» But this doesn't provide county-by-county figures.
Aren't they important?
J^_m Yes, they are. But the ARF is exploring the possi-
bility of breaking down the Census Bureau figures into
county-by-countv data. This would be done mathematically,
through some kind of formula. It's true the results would
be estimates but I prefer good statistical estimates to esti-
mates based on inadequate sampling. We hope to have
them by earlv next year. One virtue of these ARF figures
is that thev have the support of the tv networks, the TvB
and the NARTB.
Q
• You said that a tv set count is two-thirds of the
30
SPONSOR
of-factors stand bul is decidedl) cool
toward a national coverage stud) .ii
thi- time.
Thfl interim methods proposed l>\
NBC are detailed bj Hugh M. Beville,
ii- c 1 1 1 1 -1 tor ill resean Ii and planning,
below. NBC's attitude, as well as thai
nl \l'.t a, appears to pul the quietus
mi Mill'- hi^ stud) since the research
firm has priced the stud) so thai the
nets paj 7.")' , nl' the cost. I hi the
other hand Nielsen, while it would feel
the absence of network support, Iki~
the financial resources t" uo ahead
u ithoul the webs ii ii n ishee.
\\ .ii. rung these developments on 1 1 1 « -
sidelines, admen are, "t course, vitall)
• inn el lii<l. \\ lulr -nine ini|ini I. ml n
searchei - go alon u iih B<-\ ■ ] I < - mi the
idea "I i on entrating on getting data
in "problem areas i athei than la) oul
mone) foi .i national -t 1 1 > f \ . sponsor
found .i ma jorit) "I rese irch exe< ntiv es
panting foi data as Boon as possible.
I hi- parallels the findings of .i Niel-
sen questionnaire sen! i" both buyers
and sellers "I air time. I he qui si ion
naire, which Nielsen -.inl was senl oul
lo .i • arefull) sele* led sampli islced it
interest in .i national radio t\
stud) was "intense,1 "moderati
ni "nil.1 I he resean Ii fii m told
sponsi hi retui n- from 81 > rep-
resenting i • i • • lion <i( the field
showed Mir , expressing intenst in-
h n -i in .i i\ Btud) .mil 85' . expi
intense" interest in .i radio stud) .
I he resean Ii firm had pre\ iousl)
reported thai 72 ol the replies from
radio stations and 86' • ■! the replies
frmn t\ stations indicated intense in-
i Please turn to \'<> e 143
•iRCII MOM^ BE SPEN1 ' WIIKKK INEKDEI) MOST IMIL \\ WKTII.MU)^ COMES iLONG
problem? Doe- thai mean \ » »n don'l feel coverage data
stacks up ,i- particularl) important?
^4» Lei ""' give you a little background on that You
must realize thai radio and t\ coverage problems arc dif-
ferent. There was a good reason l<>r the interest in radio
station coverage in the past The power of radio stations
differs tremendously. \ ou have 50,000-watt clear chan-
nels and you have 250-watl outlets. Chen \ mi have differ-
ences in ground conduct i\ il\ . \nd then the important dil-
ference between day and night signal strength of radio
stations. These differences are much more pronounced
for radio than tv and. of course, it's very important to
know the detail- of these differences. Radio engineering
data cant give it to you. Now. with tv it is quite different.
The FCC sel up regulations for power, antenna height
and so forth and these tend to equalize the geographical
reach of \hl station-. Engineering contours are easy to
estimate and are relatively accurate for measuring tv cov-
erage. The trouble is that there is too much outmoded.
conventional thinking on the subject ol coverage. People
think about t\ in the same terms as radio and the) are not
the saint1. NCS -1 would never have been done were it
in >t for radio.
<?
Then, you don't think tv station coverage data is
necessar\
J%_m \gain. I want to stress thai it's a matter of what kind
of information and of what cost. Let me put it this way.
Do you think an) advertiser want- to know what New i oik
City stations get into Manhattan.-' Or Queens? Or Brook-
lyn? Or. take an\ big market. Is there any doubt about
which stations cover Los Vngeles. or Chicago? Now. you
can sa\ that doesn't show which station is listened to most.
But what are rating services for? I maintain we do ii"t
need coverage data for area- where we have rating reports.
We made a study to find out what pen t-nt of tv home-
are covered by rating services or some kind of coverage
14 NOVEMBER 1955
service, and when I -,i\ coverage Bervice nOM I mem
things like the \I!B Abilene- to-Zanesville Btudy. Well, we
found out, lor example, that 88^ ol the t\ home- in New
York State ami ' •."■', ol the t\ homes in California are
covered b\ some kind ol local rating oi coverage study.
i mi know there's a lol "I concentration <>l t\ homes in cer-
tain states and in urban areas. For example, 71' » of all
households are located in Standard Metropolitan \
defined h\ the Cen-u- Bureau. It'- in these SMA's where
\mi find the rating services naturally. Now. in man) ai
there are onl\ one or two stations. In I tali then- are onl\
two stations, both in Salt Lake City. There is not much «f
a problem in deciding what t\ station to bu) t ver I tab.
I he -aine -ituatimi prevails in most "I the western half of
the country. Actually, there's an awful lol of information
around, more than the agencies realize. I know we \e been
putting out a lot of it.
<P
• Well, what information is it necessar) to gel riuht
./J.. There are -till plent) "I area- where there i- I need
f«>r up-to-date l\ data. I'm talking about the area- w
several stations operating in different markets overlap and
the area- representing the outer rea< h of a station - signal.
\l-o. areas where there i- no rating information. \I!P. -
\bilene-to-/ane-\ ille stud) provided helpful data and
they're going to do another one in January including even
more area-. \\ h\ throw awa\ a lot of mone) on a national
surve) that provides a one-time -nap-hut ol coverage?
Let's use the mone) now where it'll do the most good until
we gel a stud) thai will be provided on a i ontinuous !
and that ha- the support of the entire industry.
^F» You're talking now about the NARTB's plan for a
regular t\ sel < ounl and station cin illation n at?
^_\m i - -. Out of thai we hope to uet more information
i Please turn in p<i^< L2 I
31
Is radio overdoing music-and-nen
Too many stations are spinning disks without creative planning, sayw
M lie programing bread-and-butter of
radio today is music-and-news. But not
all bu\ers are happy about this post-tv
trend.
"The only way to tell a lot of radio
stations apart these days," grumbled
the chief buyer for an auto account
last week, "is by listening real hard for
their call letters at station-break time.
Otherwise it's often the same records
spun by same-sounding guys who are
reading the same newscasts from the
same wire services."
It's true there are many switches on
the formula. Some stations air hill-
billy music and farm news. Some use
classical recordings and special news
analysis. Others rely on dreamy mood
music and soft-voiced news.
But from the major network pro-
gram headquarters to small-town 250-
watters, the basic music-and-news
formula is king. A study based on
sponsor's latest Buyers' Guide to Sta-
tion Programing indicates that more
than half of the hundreds of thousands
of program hours beamed annually by
U.S. radio stations is composed of a
program marriage of popular music
and news. I See photographic bar chart
below I .
As the trend mounts, many admen
are beginning to ask themselves a few
pointed questions, such as:
• Is the formula making stations lose
their identity and causing them to
sound like so many peas in radio's
pod?
• Although music-and-news has shown
itself to be a natural "companion"
medium, indoors and out, are there
some important segments of the radio
population being overlooked in the
m&n barrage?
• Is radio developing into a promo-
tional medium for the record business
and song publishing field — at the spon-
sor's expense?
POP MUSIC, NEWSCASTING NOW 01
Photographic bars on these pages siW
what radio stations program today. hf
by tv and the influx of postwar inde »'c
stations, radio has moved increasi5l1
direction of music and news (see bl(
All programing types total
100%
Popular Music
45.1%
Concert Music
12%
Folk Mi I
14.5C
32
SPONSOR
fininiino ?
in. at lacking copy-cal ladies
What lln'il think: SPONSOR Bought
the opinions of buyers "I radio, oi
broadi asters, researchei s, and radio
performers. This seemed to be the
consensus :
] Music-and-news is here to ^ta\.
\- a program attraction, it has proved
itself t<>|>-. w hen handled properl) .
I'h-iii- timel) .mil nonpictorial, it tan
lock horns successfull) with even the
biggest television programs, and will
probabl) ('0111111111' to do so.
2. idmen Wee music-and-news. "I
feel much safer when a 52*week 9po1
radio contract is riding in a popular
music-and-news -how." i- a feeling
often voiced 1>\ admen who si t for
wide audiences with both radio and
television.
Vewcomers to music-and-news
imitate established station* in the
music-and-news held, not always tiith
commendable results. The temptation
ISV. Ml that's needed to net into
the a< t i- .1 Bta< k oi re I- ' often
gotten free ti om pi 01 promotion
men 1 . .1 "list" 01 "poll" of populai
re lings such .1- those in Billboard
or / ariet) . and \P and 01 I P wire
new-. \i least, that's all it seems to
lake.
1. / small l/it important local
counter-trend is developing, \dmen are
discovering, on analyzing main a
broadcast audience of music-and-news
shows, thai it - a \ 01111- audiem >■.
\liernoon blocks attract the teenagers
particularly. Some buyers with prod-
ucts lo -ell lo older li-lener- are iIik k-
tng the m&n appro* h and are hunting
other vehicles. Some stations are buy-
ing up syndicated radio transcriptions
and programing them in blocks or
-trip-.
The networks: Dick Tack, program-
ing chief o| the Westinghouse stations
and a former executive of \\ \ I \\ the
III V\ MALI OF ALL THE HOURS IN RADIO
best-know n m&n station in the bun
stated recently:
"Dran 1 ind large-! de pi eduction
in radio is 1 thing of the past I
networks hai > 1 hai d time 1 ompeting
with the moie glamorous t\. Hut there
1- an important and somewhat new
function foi radio.
" I In- luii' tion i- to prot ide a back-
ground against which to gel up in the
moi uing, eat breakfast, go i" the offi< e
or do the 1 hor< - al home. It i- best
Idled bj intelligent programing on the
music-and-news level.'
Network radio 1- meanwhile trying
to walk an interesting path: while hold-
ing on to some oi the things that I
given it network prestige in the past —
p. 11 ti( ulaiK worldwide news •
and -tai personalities it ha- .it the
same time been borrowing liberal!)
from the music-and-news Bales pattern
along wiili some innovations in short-
1 Please tain to page 111
RUB
COME FROM CROSS-SECTION OF STATIONS REPLYING
-I -1 WW\ MADE FOR SPONSOR'S "BUYERS' Gllhl."
\H MOW LOCAL PROGRAMING IS KEYSTONED TODAY
If&IS FORMULA. Some admen feel "sameness" is
K. WHIM: lauding well-planned music-and-news
Coming: SPONSOR'S 3d
annual "Buyers' Guide"
"A Scar- catalogue E01 time-
buyers" - that's hov» one
top agencyman describes
sponsor's annual "Buyers'
Guide." N<\t edition of the
buying aid, based on an ex-
tensive survey "l the local
radio and t\ programing ol
all outlet- in I .S. and
Canada, is in the works.
Publication date: Februan .
••.1 , SetOSCOSts
4; 11.3%
... H NOVEMBER 1955
Other types
17.1%
33
PART TWO
Today's account executive:
funnel for expanding services
Tv aceounl man must bo marketing-merchandising expert as well as adman
/[ odaj the typical large advertiser
with a stake in tv expects his agency's
^talT to serve as marketing, sales and
merchandising consultants as well as
advertising strategists. The tv sponsor
is spending millions a year. He feels
he's got to insure this investment by
thorough merchandising and exploita-
tion, and he wants to feel that his ap-
proach to marketing and sales prob-
lems is in harmony with his advertis-
ing effort. The ultimate responsibility
for the various services the agency per-
forms for today's client falls upon the
shoulders of the account man.
This is the second of a sponsor
series analyzing the effect the growth
of the air media has had upon agency-
men, client admen, reps and station
personnel — the new and old headaches
that complicate their job. In the 31
October issue sponsor anal) zed the
problems of the timebuyer in 1055.
The third article in this five-part series
will deal with the headaches of ad
managers.
"Tv didn t just add the headaches
of one more medium to worry about,''
the account executive for a major cos-
metics advertiser told sponsor, be-
tween a series of phone calls from his
client and from within the agency
i ibii'cur'TfiKMir"
ADVERTISING HEADACHES
A series of articles designed to put in perspective
the uii media problems of:
I. Timebuyer* 31 October
II. tecount executives this issue
III. 1/1 managers 2ft November
I V, Representatives 12 December
\ . Station executives 2t> llci-vmher
checking with him about ilia whole
saler convention. (2 I the new tv com
mercials and (3) a magazine campaigi
about to break. "Tv actually force*
account executives more and more hit'
fields other than advertising. To do i
top job in 1955 a guy should probabl
have spent five years each as a show
man. merchandiser, district sales man
ager. media director, researcher, a
well as in the many phases of adverti-
ing he was always expected to know.
So complex are the functions an
responsibilities of today's account ma
for a major advertiser that some of th
top air media agencies have develop
two-man teams of account executivi
to service a client. The team is ofte
composed of one man who's the advei
lising expert, and another who's pri
marily a marketing and mechandisi
man.
However, it is still far more usual
for one account executive to bear a
of the headaches implicit in servicin
a particular air advertiser.
sponsor's survev of account men n
\caled that while their background
varj considerably, account executive
tend to work on a particular category
of accounts even when they chang
agencies. For example, the accoun
man for a beverage at a major radio
ia
te
al
»
-
SPONSOI
h agenc) has been in the agero j busi-
De8S i,, i geven years, working always
| on eithei I I "i bei erage bo ounts.
Prior to coming into agencj \\<>\k he
worked in Bales and sales management
w illnn the food industi j .
Some account executives ha> e come
out of the media department, others
nlll ii| COpy, MM U ■• i 'III nl m. II krl 1 1|
radio-t\ research, but on< e 1 1 1< \ re in
Bccounl work, t ti< \ become specialists
in products, e.g. toiletries, foods, hard
goods, automobiles. I he trend i" f»pe-
■ ialization seems far more ingrained
than ever because "l the increasing
I complexities in sales and distribution
set-ups w iiliin each industry .
Here then are some oi the most com-
moii complaints and woi ries thai a< •
count men face:
Selling top management on iv:
Be ause dl the ii emendous cost ol a
i\ campaign, top management on tin'
client's side lia~ become intimately in-
volved with advertising plan-. Very
often llif account executive has to jus-
til\ the ad managei - and the agency -
recommendations to men who are not
advertising men at all.
"Ii makes for a rough communica-
tions problem sometimes, said one
account executive who had ju>t spent
two solid days in meetings with top cli-
ent executives. "You're trying to sell
tin' president of the- company on the
merchandisahility of the network show,
hut he's a financial genius, and all he
wants to know i- how come it costs so
much."
"We feel that for an impulse-pur-
chase item like cigarettes an announce-
ment campaign is very effective," said
the account man on a major brand.
"Mut you talk cost-per- 1,000 and fre-
quency impact to the chairman of the
hoard till you're blue in the face and
he says, "I don t care. I want George
Gobel.'"
ipa
foi
■t
h-
in
A!
■
tr,
Ivd
is
ii
0
elof
:utii
id
rvKl
ile:'
ckait
Department heads bypassing
a e's: When there's a struggle for
power within the agency, or if the
head of one department i^ consider-
ably stronger than the head of another,
it- frequently the account executive
who suffers most. In the first place, it
makes it harder for him to make as
objective recommendations as he
might want to. Furthermore, the de-
partment head may be templed to go
over the account exec's head to the cli-
ent directly .
1 1 'I ease I urn to page 12!! >
14 NOVEMBER 1955
When reps or station men run around the a/e's end to the client direct,
if* the account man who'j left holding the ball. He'i the one who's
got to go back to the ad manager and justify agenc/ strategy over again.
It's the account man's neck that's way out when show ratings fall down
one week. Clients who're "ratings-hawks" have him on the carpet regu-
larly to explain the ratings when their show dips below the week before.
All too often an account executive finds himself caught between client
and star — the former asking for on unreasonable number of personal
appearances, the star refusing to listen to the account man's pleading.
Radio -print teamwork breaks
sales records for Bon Harelip
Forced back into air media by newspaper strike. Seattle department
.store now puts 10% of its ad budget into radio — and some television
J^M ost local retailers move grad-
ually and smoothly into air advertis-
ing— once they've been sold on the
idea.
But when Seattle's Bon Marche de-
partment store moved into it, it prac-
tically catapulted through the door.
It was July, 1953. The store was
getting ready for one of the largest
retail promotions of the year. Then —
a strike that was to drag on for three
months hit the Seattle Times, the
i it\ - evening newspaper and a pri-
mary advertising medium of Bon
Marche.
As the Times' s presses stopped, Bon
Marche's advertising toppers — Sales
Promotion Manager John Keeler, Ad-
vertising Manager Shirlcs McKown.
and Account Executive Peter Lyman
of the Frederick E. Baker agency-
started reaching for the phones. An
advertising schedule had to he built
— but quick.
With a small mountain of merchan-
dise to move. I lie trio had little choice.
I hey bought up practical!) everj
available news period, local program
and spot announcement slot on the
city's seven radio and one tv outlets.
Then they stopped long enough for
black coffee, and started writing air
copy on the specials due to be featured
in the storewide sale.
Overnight. Bon Marche — which
hadn't used radio or tv in any amount
since 1949 — was practically saturating
Seattle's airwaves. And, overnight. Bon
Marche executives eot a liberal edu-
Men's wear sale. Kadio-tv combined to help give store big-
gest Father"? Day -ale- among all 7."> -tores in Allied Stores chain.
Warehouse sale, plugged hea\ily \ia radio and tv. cracked Bon
Marche's 56-year record for weekly gro<- with more than §500.000.
cation in ili«' selling powei oi the two
local air media.
gtoeeeae ttmryi The 1953 crisis bad
.1 happ) ending foi the .iii media.
I mi two weeks, the store (actually,
there are four Bon Wan he stores in
the area > pounded awaj in radio-t\ .
;ukI in tin- * i t n ~-~ linn— tiii< k morning
paper, the Post-Intelligencer. In~tc.nl
of dropping off, Btore sales edged up
nicely, and executives and admen oi
E > • • 1 1 Marche started to catch theii
breath.
\n media, and pai ticularl) i adio,
have been high on the Btore's media
li-i ever since.
In 1953, Hon Man he spent about
120,000 on the air.
Iii 195 1. the figure jumped to a to-
tal of $50,000.
In L955, tlic air budget figure will
be over $60,000. B) the latest local
estimates, this will be about 1<>'» of
the store's entire advertising appropri-
ation about 21 ■_• times as high as
the "normal" percentage for depart-
inent Btore aii advertising as checked
l«\ the National Retail Dr) Goods As-
sociation.
Currently, Bon Marche's radio line-
Dp in Seattle look- like this:
• Four five-minute ""Blue Streak Bul-
letin" newscasts dail) on 5,000-watter
KOL, plus announcements.
• I'liree five-minute new- periods
dail) on 50,000-wattei KIM., plus
announcements.
• I |ea\ \ and i onsistenl innoui
meiii campaigns on k \^ < • and k II!
both 5, watt outlet-.
• I ii addition, spei ial pi omotions foi
individual -tore- in the four-store
chain are used in the Se ittle I a< oraa-
I \ eretl m<a on othei i adio outlets.
|\ i- a la. toi . although it- use is
geared mostl) to special seasonal pro
motion- i -ii< h a- ( 1 1 1 1 i-tma- | ami not
as a stead) item in the store - aii
advei tising.
Hon- if it-arLs: |,, the In-t hecti<
da) - of the mid- 1953 ci isis, as agenc) •
man Peter L) man re< alls, "little
thought was given to the sel« tion of
stations oi the time of da) beyond
spotting specific male 01 female-ap-
peal items in evening 01 in daytime,
and such other obvious choices.
Hut when the shouting died down
and the empt) -tore shelves gave evi-
dence of the success of the campaign,
Hon Marche executives had a chance to
evaluate some of the le— on- they'd
learned. SPONSOR considers many of
them particular!) applicable to a wide
variet) of retailer- using, or planning
to use, aii advertising, and commends
them to the attention of admen.
• Approach: \ lot of department
store executives, for one reason or
another, feel that radio-t\ ad\ erti-inii
HOW BOIV MARCHE AIR FORMULA WORKS
Copy slant : Store's admen avoid institutional air approach
and use radio to sell specific items or to promote special store
sales. They feel radio has special "urgency and action value"
To keep "news value" of radio, however, regular-priced items
area t stressed: listeners know announcements mean specials.
Radio-print team: Store generally picks one or two of its top
price bargains for daily radio featuring and heavy newspaper
hack-up. Both media drive home the same basic tales points
with coordinated copy, iir copy changes alter Mondays to
keep in step with newspaper ads ior specific item or event.
Scheduling: Bon Marche uses transcriptions featuring hand-
picked group of announcers to build store identification and
control the exact delivery of eop\ points. Programs {short
newscasts) and spot announcements are used on lour local
radio outlets, with time slots scheduled by store in run-of-
schedule and fixed (ur positions getting over 50* ■ of audience.
John Keeler (1.), I>"i. M in pro-
i . hi. I Peter I >j nun,
.11. It I '
i hi ii i.. nr in. -.Ii i he 1. 1 co
foi a Btore has to be "institutional.
Newspapers, the) f< el, are the medium
thai < an -.11 a pi i< e spei ial. Bon
Man he, < aught in 1953 witln.ui its
usual newspapei space, had no time
|..i the institutional pitch and hasn't
tried it Bince.
Regarding the Btore - announceemnt
pa< kages on foui lo< al radio outlets,
Lyman told sponsor:
"Downtow ii retail men hants in Se-
attle remain open On \Iomla\ nights
until 9:00 p.m.. -.. Monda) is gener-
ally the top da) ol the week foi -al.-.
"Naturally, then. Sunda) i- the
heav) da) for uewspapei promotions
for Monda) business, and oui us<
radio ties in with this pattern. Gen-
erally, one oi two of the most pro-
motional items oi events are selected
for the radio ba< k-up. and the spol an-
nouncements are run on Sunda) and
Monday. Or, if the event warrants,
they are continued through Tues-
day Wednesday and sometimes even
through Friday. Generall) ouj radio
expenditure is roughl) equal to the
newspaper budget for the items adver-
tised.
"In ever) « ase, we tr> to make full
use of the urgem j and action \ alue <d
radio a- a medium. Because radio ac-
complishes it- a< tion-impelling job bo
well, we feel that the use of radio for
regular men handi-e at regular pr* es
would "water down' it- effectiveness
when we need it to produ< e a< tion.
Therefore, we restri< t our use of radio
to the advertising of highl) pro
tional men handise and events onl) .
Our feeling i- thai when listeners hear
'Bon Mar. lie' on the air the) always
know thai it tells them about unusual
values a\ ailable at the sfc
• Radio-print team: Bon Man he
doesn't seU one wa) in print and an-
. Please turn to page 125
14 NOVEMBER 1955
37
MLi
%M
m
WBESES*
ALCOA IJROPPED MURROW TO GET BIG RATINGS IT HOPES TO ATTRACT WITH STARS LIKE WENDELL CORY, ANN TODD ON AL4.0 I HOI R
Alcoa enters "get-ont-and-sell"
era with $3.6 million in tv
Aluminum company fights competition by heavy consumer
promotion of its customers* products
ALUM
\lcoa label Mill sell brand name
Ihoa's streamlined sales strategy revolves
around promotion of its customers' finished prod-
ucts to consumers. Firm will slum aluminum
furniture, for example, on its tv program. Alcoa
labels on customers' products will tie in
[Icoa name to customer advertising, promote brand
38
SPONSOR
/>v Evelyn Konrad
J his fall \l< ".i made .1 sharp change
in it- telei ision strategy , li boughl al-
ternate-week sponsorship ol a maM
appeal drama »hov oil NBC l\ Sun-
da) nights aftei three years h itli I d
Mm inu - uppei brow . 1 onti o\ ere)
-in 1 ing See If V mi on CBS I \ .
\\ .1- the sw n< li .1 delayed rea< tion
1,, years "I -iuinj: on the hoi Beat al-
ter a succession ol < ontroversial Bhows
m luding tin' lam. mi- Mm row indict-
ment of Senatoi Mc( iarth) ?
Mam a head on \ladi-on \\eniie
nodded yes last spring when the deci-
sion to drop Murrow became known.
Mul Bpend some time with Alcoa's ex-
ecutives and agenc) people and you
come awaj with the impression this
question gets more I" the hear! ol the
matter:
\\ hat's the reasoning behind Al-
coa's emphasis on ma— t\ circulation,
since the company i- one thai has
little direct contacl with the broad
public?
V.mong the several answers: I I 1
Wartime aluminum shortages have
linalh petered out, and with the pass-
ing oi huge government contrail-, the
aluminum industry finds itsell in a
buyers' market. < 1 > The growth ol
Ucoa's two competitors (Reynolds
and Kaiser) and Reynolds's strong en-
tr\ into consumer product manufac-
ture is forcing Ucoa - hand.
Now the giant in t he aluminum
business is fighting for its -hare of
the market. The new Ucoa strategy
is based primaril) upon promoting
tin- finished product- of il- customers
in all its advertising, therein inducing
the customers to bu) Ucoa aluminum,
and making the public Ucoa-con-
Bcious. It feels, therefore, that it needs
mass audiences rather than the upper-
level, select group which constituted
the major Murrow following.
Getting o slot: The storj behind Vl-
coa - recent network l>u\ could make
an exciting show on the firm's own
drama program. It started a number
oi months ago, when \rt Duram. v.p.
in charge of radio-tA at Fuller \ Smith
& Ross, one of Alcoa's two agencies.
alerted the three tv networks to the
fact that Ucoa was in the market for
a top-grade time franchise.
"'We told each network ahoul two
or three time periods that we had our
eye on,1 says Duram. "One ol the McKee, the firm's v.p. "I field sales,
timet we were wati hing was The Phil awaj from his dinnei table [01 a qui* k
1 0 I'lm house on NB( I \ . We figured telephone briefing f*he following
the) d been on i\ i"i seven years, and morning, he talked to such othei \l-
maybe the) were getting read) i"i a coa executives at Don Wilmot, t p
Bwitch. I lie hunch paid out. sales products managers, and Frank
• in a Monda) aften earl) tin- L. Mi •• Ucoa < ■ > • il v.p.
fall I'll il< 0 did cancel. B) rueada) af- "We held informal conferences ill
ternoon, Joe Culligan, Ml* I \ a man morning, says Hunt. "B) two o'clock,
igei "I national Bales, was on the we fell read) to recommend both the
phone wiih Duram. Duram in turn time and the new program to li
reached Ic-dd Muni. Ucoa's new ad \\ . (( hiefl Wilson, oui president.
manager, in hi- Pittsburgh office at Actually, we didn't go to him until
6:00 p.m. the -aim- day. 1:45 p.m., and b) 6:00 p.m. I was on
\ blondish, quiet man in his thii the phone with Dm. on again. B)
ties, Hunt calls himself "a neophyte Wednesday, Joe Culligan had Duram's
in advertising hut recognized the lettei "I intent i" buv."
import ol the phone call immediatel) .
' \rt Duram and I talked long-distance
about the -how for about hall an
hour." In- recalls. "The biggest stum-
bling block could have been the facl
thai Vlcoa normall) makes decisions
■ ■il a committee basis.
Hunt knew, however, thai network
i\ doesn'l permit time for dawdling.
From his home he called Arthur P.
Hall. Ucoa's advertising and public
relation- v.p. He then go! Robert
During U< oa's lD Day" Hum had
also been on the phone several times
Please turn to /"/- < I 13)
lor 1 1 con's philosophy
on sponsorship <>f controversy'
stirring Ed Hurrou "See It Vow,"
turn In next pane m m
Vertical taturation i- Pal Weaver-Alcoa philosophy behind |12S,000 >■ buj giving Alcoa
everj available network program foi its '• hristmas reations ol Vlcoa aluminum" promotion
[uesday, '> December. Firm expects to reach ovei l<> million viewers at leasl once tl
ALCOA DAY-ALL DAY
Tuesday-Dec. 6 -NBC-TV
V '1
HOME
Will:
^
*
9
MATINEE!
•■
14 NOVEMBER 1955
TV's star salesmen will be selling
CHRISTMAS CREATIONS of ALUMINUM
for a FULL DAY on NBC-TV
How Alcoa looks at tv controversy
• Man) t\ sponsors become extreme-
ly concerned over any unfavorable
mail about their show. They worry be-
cause it's difficult to gauge whether
two bad letters represent 1,000 viewers
or 200 potential customers, or whether
they're indicative of a loss in sales.
Alcoa i> one h sponsor who had
good cause to ponder these questions
when Ed Murrow's McCarthy indict-
ment and his interview with Oppen-
heimer hit newspaper headlines and
caused a stir throughout the country.
As sole sponsor of Murrow's See It
Now, Alcoa found itself in the center
of the storm.
sponsor interviewed public relations
executives at the company to find out
how Alcoa had felt about its associa-
tion with controversy-stirring program-
ing and whether its Murrow sponsor-
ship had boosted or hurt sales. Their
frank answers and comments can guide
advertisers who are concerned about
controversy issues on their own shows.
Why Alcoa bought Murrow initially
— The purpose of Alcoa's original tv
venture was to make the Alcoa com-
pany favorably known to the public.
To do this job. the firm sought a pub-
lic service type program.
"We felt we needed the support of
the people who would tend to watch
the Murrow show," one Alcoa public
relations executive explained. "Of
course, it was a revelation to Alcoa to
find out the number of ways in which
matters of current interest could be
controversial."
When Alcoa bought the show ( in a
deal made directly with Ed Murrow),
it was agreed that Murrow retained
< -oniplete control of the programs
i which Alcoa never even saw before
they went on the air) and Alcoa main-
tained control of the commercials.
Which shows were most contro-
versial?— "Because the company is so
big and widespread, some subject
which has no connection whatever with
Alcoa could kick back," an Alcoa pub-
lic relations executive said candidly.
"A show about book-burners in Cali-
fornia might involve a big client's wife
for all we know."
Most of the Murrow shows pulled a
considerable amount of mail. 99ft of
which the firm answered. ("We don't
answer obscene or ridiculous letters." )
The only show on yvhich there was no
critical mail yvas the one tracing a pint
of blood on the way to the battlefield
in Korea.
Said one Alcoa public relations man :
"On a program about Eisenhower.
half the mail said Ed had sold out to
the big companies. Others commented
Ed was trying to sabotage Eisenhower
by including a shot of him shaking
hands with a Negro and remarking.
"Glad to know you.' The critical letter
w i iters said Murrow was trying to
make Ike unpopular in the South and
that this might prevent him from
breaking the solid South."
Alcoa executives recall a program
that showed a mail-call scene in Korea.
A fruit cake yvas shown arriving in
poor condition. Within days there-
after Alcoa got mail from a fruit cake
packers association protesting that
their cakes always arrived in good
shape.
How did Alcoa feel about the Mc-
Carthy shows? — "We made some en-
emies yvith these shows, and some
friends," said an Alcoa public relations
man. "I don't know if we would have
vetoed the show if we had the chance.
Probabh so. We would have been
readier to say 'yes' if yve felt the net-
works had first taken responsibility
along these lines. Wh\ should yve be
the fall guy for netyvorks who didn't
have the courage to do it?
"We want to sell everyone aluminum
as long as they're not subversive. It
isn't our job to go around and make
any segment of the population mad."
Public opinion research surveys con-
ducted by the Psychological Corp., how-
ever, shoyved public opinion continu-
ously moving upwards about Alcoa.
There yvas no fluctuation during the
i Please turn to page 142 I
Reason for dropping Murrow?
Many speculated that shows like Murrow's
interview with Oppenheimer and the Mc-
Carthy shows caused Alcoa to cancel spon-
sorship. Actually, Alcoa attributes switch
to marketing strategy (see story on page
39) . Alcoa knew controversial nature of
programs before McCarthy. Even Ike's
handshake with a Negro on one show
aroused ire of some of Murrow's viewers.
40
F.dgar J. DoikiIiI-oii. associate radio-t\ director, Ketchum,
MacLeod 8 Grove Inc. Pittsburgh, here tells how he has
fought and won the continuing battle ol the spraj gun.
Don't let fear of
glare dull pr live
Jv roiiinieiTJiil
There are other ways besides spraying
to reduce bothersome* liir'lii reflection
if you want your product to shine
f p ith approximate!] 70' i of t\
programing throughout the country
on film, ami an increase in this per-
centage an almost certain prediction
for the future, the networks have ever]
reason to worn about how the) are
going to amortize the considerable in-
vestment they have in equipment and
Studios and people for live television
production.
There is probably no way to com-
pletely stem the tide. But those of us
who believe in a healthy percentage
of "live production" do not want the
film industry to be able to add "qual-
ity" to the advantages of film over
live. And yet if the production ex-
perts responsible for many of the live
commercials currently being aired do
not begin to pay more attention to de-
tail, this will be the case.
Take, for instance, the use of '"dull-
ing spray." a liquid wax or plastic
normally used in a studio to dull a
"hot spot"' on a shiny surface. If
properlv and artistically applied, un-
due glare from an object can be avoid-
ed without making it apparent that a
"doctoring job" has been done.
This is very important when appli-
ances and automobile- are being sold
via television. The flitter of chrome
and enamel is one of the main reasons
why a new car or a new refrigerator
or a new toaster looks attractive. When
the showroom shine is removed, or
14 NOVEMBER 1955
covered up, it looks dull and unev it-
ing.
We, at Ketchum, MacLeod and
Grove are very familiar with the pres-
sure exerted by the engineers of a
television station or network to avoid
glare. These technicians seem to ab-
hor any type of light reflection. They
point out that glare from a strip of
chrome drags down the over-all picture
level. They work so hard to get a
technically perfect picture that the
star often suffers. And, let's face it!
the star of any commercial is the
product being sold.
When handling automobile commer-
cials, we spray only the problem areas.
If light hits a bumper, or a strip of
chrome in such a way that we cannot
avoid tremendous glare by changing
the camera angle or repositioning
lights, we spray the offending area
delicately. We spray in such a wa\
that the glare is reduced, not elim-
inated.
Automobiles are shiny. The manu-
facturers mean them to be shiny.
They arrive shiny at the dealer's. He
gives them an extra coat of shine and
puts them out on the showroom floor
to glisten their way into the hearts of
prospective customers. When these
customers see their dream boats on
television, they expect them to be
shiny. They do not expect them to
lock as dull and drab as the "old bus*'
they're planning to trade in.
Ml chromium-plated appliances are
lighting hazard-. We are frequentU
faced wilh such everydaj problems
as how to get a shot of the inside of
a chromium-lined oven. The every-
daj solution to this everyday prob-
lem seems to be to give it a good soak-
ing down with dulling Bpray. But
suppose you want to say something
nice about chromium-lined ovens?
You can't ... if it doesn't look like
chromium. And chromium, covered
with dulling spray, just doesn't look
like chromium.
A close-up of a large chromium sur-
face, like a toaster or an automobile
bumper, will act exactly like a mirror.
Not only do you have the problem of
light reflection, you have to avoid
giving the viewers a behind-the-scenes
shot of the camera, the cameraman, the
Boor manager or anything that hap-
pens to be in the reflective path
of the mirror-like chromium suri
being televised. In most • ases a change
of angle will eliminate the close-up re-
flections of camera and crew. But
some part of the studio will
overhead must be avoided since
it is a solid mass of lights S >me other
parts of the studio can be reflected
without too much harm, provided :
i- no movement on the floor durina
the shot This is certainly far more
desirable than a shot of a toaster with
what looks like a quarter of an inch
[Please turn to page 131
41
■
Tinuebuyers of the U.S.
The li-i ol timebuyers starting below i> designed
in be used b) all t h< .~«* who tnusl communicate with
buyers. Ii is probabl) the most complete list ol
national and regional buyers ever assembled and is
based on the John K. Pearson Co. liiiit'hincr lisl
supplemented l>\ a sponsor survey. Agencies appear
alphabetical!) h\ states and cities. This list will he
published in reprint form for hand) reference; for
prices "I single copies or quantities, write to Spon-
sor Services Inc., in E. 19th St.. New York 17. N. Y.
This index gives you page where list for each vity starts
Atlanta
45
83
Birmingham. Ala.
42
88
Bloomfleld Hills. Mich
88
Boston
83
88
116
72
1 14
Cleveland
114
Dallas
118
Washington. D. C 45
Denver _ 45
Des Moines 78
Detroit
Durham. N. C.
Fort Wayne. Ind.
88
I 14
7K
Fort Worth Tex. 121
Glendale. Cal. 42
Hollywood. Cal. 42
Houston 121
Indianapolis 78
Kansas City. Mo. 90
Knoxville 116
Lincoln. Neb. ... 95
Los Angeles 42
Louisville. Ky 83
Memphis 116
Milwaukee 123
Minneapolis 66
Muncie. Ind 78
Nashville 116
New Orleans 83
New York 95
Oakland. Cal. _ 43
Oklahoma City 114
Omaha 95
Philadelphia 114
Portland, Ore 114
Richmond. Va 122
San Antonio 122
Salinas. Cal _ 43
San Francisco 43
Seattle
St. Louis
Ttrre Haute. Ind.
Tulsa
Tyler. Tex
Waco. Tex.
123
95
78
114
122
122
AliENCY. ACCOUNTS. ADDRESS S. PHONE TIMEBUYERS
BIRMINGHAM. ALA.
J. HOWARD ALLISON & CO.
Suite 215 Town House
BBDO
BOO Peachtree, N. E., EL. 7015
DE SOTO (SE Area) I J?*""=*T A>
I OLSEN
KEEGAN ADV. AGENCY
Titlt- Guarantee Klfiji-
ROBERT LUCKIE & ASSOC.
Frank Kelson II hi-.
\ FORBES
j McKAY
Green Spot Oiange Juice 1
Ziegler Sausage I johN
Bama Foods ( FORNEY
Yellow Label Syrup J
PARKER & ASSOC.
Carrier Btdg.
SILVER & DOLCE, INC.
Brawn-Marx Bhlg.
SPARROW ADV. AGENCY
Farley Bldg.
T. O. WHITE ADV. CO.
Title Guarantee Bldg.
} WAYNE
| PARKER
< T. O. WHITE
BEVERLY HILLS. CAL.
BIOW-BEIRN-TOIGO, INC.
M07 ff ilshire Mid.
BYRON H. BROWN &
ASSOC.
112 1 1 W ilshire Blvd.
EISAMAN-JOHNS
9155 Sunset Blvd.
IRWIN— LOS ANGELES
22t. V. I anon l>r.
/ AVIS
| PHILBROOK
I SALLY
I WALKER
' DON FRANK
J B. BROWN
) JESS
| JOHNS
) GEORGE
f IRWIN
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
( BENJAMIN R.
£ POTTS
) WALTER
I McCREERY
LYLE
ESTCOTT
LI
.' w:
LENNEN & NEWELL
308 V. Rodeo Drive
WALTER McCREERY
Q344 W ilshire Blvd.
ARTHUR A. MEYERHOFF
& CO.
32B S. Beverly Drive
GLENDALE. CAL.
HARRY G. WILLIS & ASSOC. \ william p.
W4 E. Broadway \ STONEHAM
HOLLYWOOD. CAL.
BROOKS ADV.
KtlO N. A r gyle Ave.
LEO BURNETT CO.. INC.
1680 V. Vine St.
CALIFORNIA ADV.
loBO V. Vine St.
FAIRFAX
16H0 V. Fine St.
JIMMY FRITZ & ASSOC.
IbSO V. Fine St.
GRANT ADV.. INC.
lhBO (V. Fine St.
GUILD. BASCOM &
BONFIGLI
IT II V. Ivor
HUNTER-WILLHITE ADV.
;.> to V. Highland Blvd.
} JEAN
| SHAY
) NANCY
f MYERS
) WALTER V\N
[ DeKAMP
> BOB WARD
I BOB
\ NOURSE
I JIMMY
j FRITZ
I JOHN
f GAUNT
I GEORGE
' ALLEN
BILL
HUNTER
EARL
WILLHITE
AGENCY, ACCOUNTS. ADDRESS 4. PHONE TIMEBUYE
KENYON & ECKHARDT
6253 Hollywood Blvd.
McNeill & McCleery
67"7 Hollywood Blvd.
I GORDON
) WALKER
) JAMES
j MrCLEERY
RAYMOND R. MORGAN CO. ) terri
623.? Hollywood Blvd.
M. B. SCOTT & ASSOC.
9155 Sunset Blvd.
THE TULLIS CO.
£000 Sunset Blvd.
WADE ADV. AGENCY
63«I Hollywood Blvd.
DAL WILLIAMS & SONS
2112 i.ahuenga Blvd.
BRADY
JACK KERF
I BOB SMITH
MILT SCOT
DON OTIS
LOU NOLS1
BY NEIMAM
HOWARD
I TULLIS
[ RUSTY
MeCLTLOU
) SNOWDEN
( HUNT, JR.
DAL
/ WILLIAMS
( DON
' BREWER
LOS ANGELES. CAL.
ANDERSON-McCONNELL
731 V. I.a Brea Ave.
ATCHISON. DONOHUE &
HADEN
120n Maple 4ve.
ATHERTON ADV. AGENCY
S4SS Melrose PI.
BARNES CHASE CO.
:tl->l> W ilshire Blvd.
BBDO
6363 II ilshire Blvd.
BROOKE. SMITH. FRENCH
& DORRANCE
1250 IT ilshire Blvd.
JACKIE
OVKNTR
MOHLINERI
ROHI.HI I
DONOIUK
I ALIRKD A.
j ATHr.RTOH
I CHARI I S t
\ DAVIS
) LOCK I
\ Tl'RNER
HARVE1
WEST
42
SPONSOR
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMIUUVI It-,
Id ( II VN VN £ CO.
j ; I V I „ < Irnrga III,. I
I |< VNK Kl II «V CO.
Ul; V Highland I..
I VI MNs ,v HOLDEN
* ' n I..-.
< VI'I.IS CO.
nil H Klngilaj Drln
Mil ION ( VKI ><>N < O.
I / ;» it ,1,1,,,.- HI,. I.
JCIKSOVKOHI IMS
KM I tlilrn lit.
www \ vdmkiisim. hi.
I | .11 II il./ljrr III,, I.
DOYI I DAN1 BERINBACH
- Iluhart
KHV S. 1U RSTINE
, 1 1 ■ ii ■;,/,„. ;i/i./.
I hW »RDS VDV. IGENCi
I KW IN. \\ VS| ^ £ CO.
I<M .". II ,(./■!>■■ W,,/.
POOTE, CONE £ BELDING
>«hi II llthlre Bird.
GLASSER-GAILEY
c in, u l ,r<i St.
i.I I N\ 1DV.
. 199 » llthire Bird.
GOODMAN-ANDERSON VDV
.1 I S. Nn.i I 'irenlr Blvd.
Mil'. VDV.
1165 Saiiwl Bird.
HARRINGTON-RICHARDS
-.Hit, a iUhire Bird.
\MI II VM W. HARVEY
■ 717 M.I,.,.. I,...
II INTZ £ CO.
■•/I VlUhlrm III,, I.
IHIXSON & JORGENSEN
MS 7 Wihhire Blvd.
rilK JOKDVN CO.
I'll a 7ih Si.
KDWARD S. KELLOGG
»*S S. I arondelmt
W< E ADV.
'<*M Sunsrl fl/i-i/.
HIE MAYERS CO.
!30l U . 3rd Si.
McCANVERICkSON
IK) WiUhire Blvd.
II. .Ill HI
W I ^1
Mil II
1(11 VI II
III \\l III M
I. II Ml VM
M Villi. \
Will III. UN
1(1 III
IIIMNMlN
II VI I'll
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Ml 1(1(1 I
WHIM
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MI(Kl'\ri(l( E-
MBS. LYD1 V
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III I I I-
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I.I VW II
RAYMOND I
PROI IINow
(I VIHE
MIIIIV
VI VK-II VI
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III NNV
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KOI VNIl F .
J kCOBSON
ROBER1 P.
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SF.IDLER
lOl l
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AI.INI.Y ACCOUNT! AODHESS L I'Ml.NI IIMlliUYIMS
I !l \|,( VIC I ^ < O.
I t »..,.!. I..
DVN it. MINER < 0.
in •> K,,._ ./. . Drln
.-/_••• ( ... ..... I. .
MOGGE-PRH I I i
MOTTL rf --I 1 1 M vn
/.Mr n.,.,1. in,. i
RHOADES «V l> v\ l»
i jiii ii fourth St.
El. WOOD J. ROBINSON < 0.
1 1 1 1 ii ,i.i,,,, in, ,i.
Itoi Mill VI Kl l/l \
16 I,. - Otford
HI THR VI II £ Hi VN
i / ii ii ,i.i,,,, in, ,i.
DEAN SIMMONS
/ 150 S. In II,, „ I..
SM VI I IV LEVITT £ SMITH
oil S. «»;...• Si,
BARTON V. STEBBINS
3J »-' II ,1.1,, r,- llh, I.
II VI STEBBINS
.-/ / II Olympic III,, I.
STODEL VDN. CO.
r,t,ll Heir Ire,
STROMBERGER, LaVENE,
McKENZIE
600 s. Lafayette Park Place
J. W ULTEB THOMPSON
6399 II il.hire Blvd.
I DKOFF-SHOEMAKER VDN.
1,1,112 s,-lma
W VHWK k * LEGLER
2405 " . Eighth Si.
MILTON W EINBERG VIA.
6523 » ilshirv III,, I.
WELSH, HOLLANDER *
COLEM VN
ir.ii S. Ilvarmdo
WEST-M VHoi l>
1220 If IUhire Blvd.
WESTERN VDV. AGENCY
Ulllt II il.hU,- III,, I.
VI. MN WILDER CO.
lOVO S. I.a Brea ive.
iiH NC £ HI BICAM
1,1 I IT lUhire Blvd.
Ill llll l
HIIOW N
K V\
o- I II v nip: ii
I VNI
I I ll.l l(
III llll
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M VIII. O
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I I II I
I E\ INK
i.i iHii.i:
VN I IIONN.
EILEEN
in NRIQ1 E/
BOB I I. Koi I
STEVE
MIOI V| VKHI
JOY
MAI I II o v 1
IOEL
STEABNS
IERR1
COLKM VN
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I V I I I
VI \ IN
WILDER
HI. .IN VI II
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Jl I IE
III lilil I I
OAKLAND. CAL.
VSOCIATED ADV. COUNSELLORS
1,11) . I6lh M.. 7 I i, —">'.-•
igomen Ward
" " ^Vk'inm.n
M .u' .iron i I
kOOHl U '- PHOHI IIMEBUYIRS
Ml KM I . Ill Vllt VDV
.11 I .11. -1 / / ■'!.•
m'r;,;
i i
i in i i i mi i vi. i ni v
/ -n i.,, i ii i / ."
MMO, I
II WELL vdv i it l IMM. v<. I n< v
i,. i | li, „„./„... / 1 2-7260
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Mai v f 11.
ii n I
II VI M
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(.1,1,1. n West 1 l in i i n
Kl NN| |.V
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Ml I KCHMII.II VN VDV.
V--<>< .
1415 ii . '. .. , Si '/ .' " mi.
P VI II II VDV. s| \| |
1624 Franklin Si / / J-JHir,
H VV
II..II VNN VN
Mayflowi . Warehi
(.ckmIuii. ..I ( alifoi n ioiin
III KM l\-k>
Wcllman-P I
REINHARDT VDV.. |N( .
/ 736 I ,„,,kl,„ v. . / / _>._' //;«
Vami Yogurt
Pacifii I in v Ki.l. I., i ( ,,
K. ■ 1 1 • in ii V. Bakei n-
1 aula ( oti i
Sprei it I- Rii--. ii now m v\
i-
I'.u I Pak
Boysen P
RYDER X IN(,|{ VM. LTD.
I-'JI Franklin Si
Hi i ki li i N.n in. I
- Famoui Foods J , '/' ' f
McCarthy Seat I
SALINAS. CAL
COM VN. JOHN. VDV.
837 5. Main St., Smltnmt J-i,l6S
Central Calif. Vnirhoke Gro*
Lettuce. In , J,,,,N ""^s
SAN FRANCISCO. CAL.
Vl.ltOTTMMItVl I
!■>-. »t..nl«<.
-I / V
14 NOVEMBER 1955
V
III H I
Mi .1 .mi e in nni
l»i Western Ft
VI.HEHT. FH VNKi.l I N I III H. I V V\ . IN( .
(_■-. Both m . 1 1 '•• I', ll
Miss S
u!m-H„M
43
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYERS AGENCY. ACCOU NTS. ADD RESS 4 PH ON E TIMEBUYERS
N. W. AYER & SON
Run Bldg.. SI 1-2S34
Hawaiian Pint ap] | WM.
Plymouth Deal( rs t COLDREN
i \
BBDO
Ru„ Bid*.. SI 1-2232
Pacini
Mill ( ..II. (
Pacific Tel & Tel
Standard Oil of ( alii
San I rancisco lli< » ing Co.
Cling Peach A(h isorj Board
BEAUMONT & IK HIM W
Rust B/./l.. <■ i 1 -on It,
East Ba) Produt en M ill-
Hannah Labs
McCormick & Co.
Grei hound Lines
Hawaiian Pa< ific I ines
BIOW-BEIRN-TOIGO
703 Market Street, CA 1-4854
BETTY
SHARE
I It \N( I -
I ^ Mill
AW K
IIIIIIM \N
Dcnnison Foods 1 LYNDON
Langendorf United Bakeries
CROSS
. ROZZANNE
Pepsi Cola J SPEARS
PHILIP S. BOONE & ASSOC.
Monadnock Bldg., DO 2-4309
Hiller Helicopter
Interstate Baking Corp.
Krey Meats ,
Spice Island
Sterling furniture
FRANCES
COCHRANE
BOTSFORD, CONSTANTINE & GARDNER
625 Market St.. EX 2-7565
Calif. Prune Advisory Board
Japan Air Lines
Sego Milk Products I M^ITER
Iillamook County Creamery
Poultry Producers of J,'. Calif, j
BRISACHER. WHEELER & STAFF
1660 Bush St.. PR 6-2600
Crown Zellerbach (Zee Products)
Hershel Calif. Fruit Products
Pictsweet Frozen Foods
Van Camp Seafood
Butternut Bread (Langendorf)
Anglo Bank
MARY
ELIZABETH
LOEBER
JEAN
MALSTROM
FAYE
HANGER
BROOKE, SMITH, FRENCH & DORRANCE
149 California St., YC 6-6836
Folger's Instant Coffee
Granny Goose Potato Chips
Guittard Chocolate
Gantncr & Maddox
BUCHANAN & CO.
155 Montgomery St., YL 6-2927
Tide Water Associated Oil
DORIS
WILLIAMS
GERTRLDE
MOELLER
CAMPBELL-EWALD CO.
Ruts Bldg., SU 1-8736
Goebel Brewing "1
Rhecm Mfg. (Wedgewood Ranges) I berj<iC(;
United Motors Div. (Delco Batteries) | ROSENTHAL
Chevrolet I
L. C. COLE CO.
406 Sutter St., EX 2-2565
Jenkel-Davidson
Roos Bros.
Slim Milk
KATIE
SPANN
( ONNKR. JACKSON, WALKER AMcCLURE
It, I Market St.. Jf 6-0196
Golden Nugget Sweets |
Western Condensing [ AUDREY
(Peebles Dog Milk Formula) f JANISEM
Turkey Growers Association J
RAY CORMIER ADV.
11)11 Haanl Bldg., SI 1-6376
(..in uav ChevroU i / john
Tom Ray Pontiac | ALLEN
I) VNCER-FITZGERALD-SAMPLE
/;/ Santomm St., DO 2-5107
Best Foods
Falstaff Beer (West Coast)
General Mills (Sperry Div.) i.knn
Guild Wine f WILMO'IH
Pratt-Low Preserving
Peter Paul Mounds
DIAMOND & SHERWOOD, INC.
821 Market St.. 1/ 2-1457
Fashion Sewing Center "I
Tappan Stoves j, gg^
John Oster Company
DOREMUS & CO.
125 Bush St.. Yl 2-41)80
Crocker Bank \ \^^
ROY S. DURSTINE, INC.
i736 Stoekton St., EX 7-0456
Roman Meal 1
Oakland Zone Chevrolet Dealers I
Flotill Products \ ™J™
(Tillie Lewis Tasti Diet) j ^val,ss
Wine Advisory Board
E. E. FISHER & ASSOC.
1548 Stoekton St.. Yl 6-5739
Gallo Wine J. PAT LAMB
FOOTE, CONE & BELDING
Ruse Bldg.
CVS Corp. (Roma Wine)
Rolley, Inc. (Sea &.- Ski Lotion)
Safeway Stores
Southern Pacific Railroad
SIDNEY GARFIELD & ASSOC.
26 OFarrell St., EX 2^420
Chemicals, Inc. (Vano Products)
Harrison Products (No-Doz) i yn
Ore-Ida Potato Products [ PELTON
Simon Mattress Mfg. (Serta) J
:;OLDTHWAITE-SMITH
26 O'Farrell St.. M 6-4048
General Electric } BERNA
Sherman Clay & Co. j SCHEFFLER
GRANT ADV. AGENCY
593 Market St., DO 2-OS69
DodgelJJlLT
MEYERFELD
GUILD, BASCOM & BONFIGLI
130 Kearny St.. YV 2-t,0 W
Best Foods '
(Skippy Peanut Butter)
Foremost Dairies
Ralston Purina
Regal Amber Brewing
ROD
McDonald
DICK
TYXER
PEG
HARRIS
AGENCY, ACCOUNTS, ADDRESS 4. PHONE TIMEBUYEI
M. E. HARLAN ADV.
525 Market St., DO 2-5721
N„bH,ll(.o,l,el«ARLAN
HARRINGTON-RICHARDS
256 Suffer St., £.\ 2-6025
Avoset (Quip)
Western Pacific Bank I ^T.^WA.?T
Morris Plan '
HOEFER, DIETERICH & BROWN. INC.
405 Sansome >•/.. Yl 2.0575
Mayda; Oil")
I .
ligan Water Softener }. ,
Culligan Water Softener }. KII>I>EI L
Marin Del Dairies J
IIONIG-COOPER CO.
1275 Columbia l,e.. OB 3-4469
Clorox
C & H Sugar
Italian Swiss Colony Wine
Girard's French Dressing
Leslie Salt
United Grocers
KENYON & ECKHARDT
620 Market St.. Yl 2-3070
VIK«.1NIA
SOTH
JOHN W.
DAVIS
American President Lines j
Lincoln- Mercury Dealers \ *\™¥:R%
Leo J. Meyberg Co.
KNOLLIN ADV.
105 Montgomery St.. SI 1-6110
Mannings j. ««B™T
LONG ADV. INC.
681 Market St., CA 1-4244
Dri Zit ) GERTRUDE
Pioneer Savings ( MLRPHY
ri Zit ) (
vings j !
LYKKE. WILKIN & ASSOC.
6«1 Market St.. Yl 6-5842
Ice Follies } **«*„,
McCANN-ERICKSON, INC.
114 Sansome St.. DO 2-5560
Calif. Packing (Del Monte) '
Calif. Spray Chemical
Lucky Lager Brewing
Xat'l. Lead (Dutch Boy Paints)
S.O.S.
RICHARD N. MELTZER ADV.
7«5 Market St., Yl 2-5877
Donald Duck Beverages
Harrah'saubfjOTO,
Trewax
MERCHANDISING FACTORS
3f?0 Montgomery St., SV 1-6280
KEITH
LANNING
JOSEPH
NARCISSO
Sears. Roebuck ]
Emporium
Hobbs Batten'
;
RAYMOND R. MORGAN CO.
260 California St.. DO 2-6073
HAL
HKtll SE
PORTER
Folger Coffee (Regular) \ ££*TR-*ON
HARRY MORRIS ADV.
821 Mark.l St.. DO 2-7018
Cecil Whitebone (Ford) } HARRY'
Appliance Mart (, MORRIS
44
SPONSOR
JfMCY ACCOUNTS ADDHESS A PHI1KI IIMEBUYtHH
IERB NELSON A < O.
„/ Mmrkrl -• I \ 7-0933
I llll t I >'< kIIi ( | / m |t|1
K in. I... Soup | Nl I ^"^
v II SO NOIOI VN \l>\ .
*i l>i> .-.ioij
Golden Grain Mai a <
H"ii"i Hi. mil I i . >> r c ,1 I .hhK
Stokel) \ .in i imp
Dubuque I'n L-inn
/Hi. .I.. ii L Papi i < ■ •
I0AOES A DAVIS
< „...,..... ,,.; Si., t \ 1-3870
III IIM
i in i ii m
Rh II I.I I immIs / ||J | I N
7-Up j OSBORNI
;i i in; u i i & in vn
»u.. HI.IL f\ .'-H.lt,
I
\ IHI.IM \
Safeway Edwards ( offee,
Canterbury ' • ■< La' Mix,
Duii h Mill Cottage < beese,
Guthrie Biscuit ( RAR KURD
Reddl w ip
P.ltk.llll
HO \ltl> B. SCHNITZEB »DV.
ii A...,,.. Si., >( 2-3690
Protex Wax / BERNARD b.
Red Goose Shoes \ SCHNITZER
i III ODORE SEGALL ADV.
Markrt 5t„ "»l 1-65S7
MflaM lewelers V™\,,
KOBERT B. SELBY & ASSOC.
.22 I',».tII M„ 11 >.<,<t:n,
Pausons ]
los Vogrl " v/l '
.. . -ON
I'liinn Furm"
Vogcl K
liturc
HARLES R. STUART
*ark,t S«., IHI 2-3439
LAYMOND I.. SINES ADV.
•'I I .;,,, M . s( MI37
Eureka Federal Saving! I Loan I RAV
MM*
Bank of kmerica t JANET
I LINDSAY
W U.TER THOMPSON
CmHfomim -i.. I. I 1-4510
lot. I Dealers of No. ( .ilit.
Safi mj 1 ucerne Milk) I
Shell Chemical \.
Pineapple Grim, is ASSOC.
Kraft Cottage Cheese W. Coast
VERNOR ADV.
-•«! l.,w, Si.. EX 2-7o.-,l!
Ellis Brooks ( bevrolet ) wn i i \>i
(.tt.it Western Furniture \ VERNOR
DEL WAKEMAN
IJW i .,..\. .. i,,-.. pk 5-34O0
McAllister Buick 1 DEL
Thompson Holmes \ \x kKEMAN
Jl VMv, LOUGEE, MacDONALD & LEE
Cutter Labs. ) jjwj;
Wilson & Geo. Meyer Co. ( MacDONALD
AI.INCY. ACCOUNIl AIIIIHISM I'HONt T I M I BU V I IIS
w I INI R, OUT I n It. Ri J NOl l>^
.V It V K I Ii
I SO I .,/,(... ..... || I / ■ • ....
B
I I I > ipoi 111 .1 ■• U II I I \ M
Ii. hydrated Prod kNDI it-o>,
M in.
I II WENGER \l>\.
100 • I/,,,/., I St., PA II ■:,.
< i).. 1 Klang M •
I ii. ' ' '
« i v
on ■ |
WYCKOFF A ASSOC.
i 10 '-• •■" 5i . » / <.-/<-._'
inn k.i Sa> ingi I I ■■ in
Rom- I \li i mini
I iii ift Federal Sa> \uk.- -. i o
ii.... Paints
( alii Ink
tOl \(. & Rl BICAM
RlAx* Building
Bordens
< also W ii. i
Miss Bill \\ inn us
Petri \\ mi-
W. P I nii.i I'.unt
DENVER. COLO.
II 111 IH II V
iii n-in ^
j \mi -
Mi M v\l 9
1- . V\ I XI I K
III M >
Ml HI I
milk
BALL & DAVIDSON. INC.
6 70 OiltnnwTT, Main :l-1291
Bowman Biscuit ^^trand
CONNER ADV.
431 W. i ../..., Ii.-. (it, Kmyttons 5351
Colorado Peaches iCBOT^
GALEN E. BROYLES CO., INC.
713 Midland Saringi Hldg., Tabor 1293
Com
TED LEVY ADV.
515 In.iironrf Bldg.. Main 71.1.1
~| ROBERT B.
in. -ui.il Airlines I "??i!iLIAMS
f GALEN E.
GALEN E.
BROYLES
1
Tr 1) I FVY
Ellis Canning l BarbaRA D.
J A I TON
PRESCOTT * PILZ
1765 Shrrman -Ir*.. Alpine 5-2H69
) BILL
Tivoli Beer l PRESCOTT
LINE PILZ
K1PPEY-HENDERSON-KOSTA
rir.l \nlinnal Bank (2), Tabor 0221
Coors Beer j. REV fox
ADVERTISING INC. OF ^ kSHINGTON
lr,2.-> fw St., X. H .. Rrpuhlir 7-3 I tT
Foremost Dai
(Milk i Ice Cream
™1kim.
im> ) run mi
<;OKDON MANCHESTER W.IM1
i :.>„ ivmi<.iian..i ii... ■fR>iu|i«Hf BJMtiO
1 DON
C. F. Saner g^™8"™"
I W II II VM-
Al.l MOV. ACCOUNTS. ADORCbK A PHONC llMIHUVtM*
llll/l I I | J M i » I* —
71 I I Ilk Si \ II , M.,/,,.e I ./."-
V.P < IK. K 1DI0 I \ DON UNDERWl
( NMI'III I I I \\ \l II
CHARLES M will I i
\l III It I I l( WKI.I I M III It LAW, IN< .
/.. ■ . i ....... . ... „i i, . in ,/,„. i . i . i
K M . I llltl l( II A Ml Klllt K
1/ ; <•■.,. III.' I : <»«
K \l \ IHkl I ink DAVI I HUM \s
HI U k SELLA \l\Nls
III MCi J. K M FM \N A tSSO< .
1419 '/ >' /*../,.. i 7-7 mo
RADIO DIRECTOR M I I ki \ \ kBEl
l \ DIRECTOR ROBI KI i MAI
(lit j i i i ni > \
\ >m i
i \u """"" s
U.A.W. j KAURER
KI THRA1 II «V Ki \N
I.T.; %.!/.. mill /'i... Ill.l:, I. ..mi... I '.."III
\( ( ol \ I I \n i i i\ l DONALD J. WILKIN9
LEW Is EDWIN l<^ \N M»N.
r.v, )„.k...,, /•/.,-.. \ u . tBpmbUi 7-7r,iu,
DIRK urn k \lil(> v I \ WILLIAM I Gl
\ss|M \\ I I ol !M s< III iM \S
ATLANTA. GA.
J. HOW \KD OJJSOIN & I 0.
600 !'•'•' nlr.-<- M . \ u
BURKE DOW LING ADAMS, IN*
992 W. r,-athlr<v, .V. IT.. FA.. S531
Dclta-C&S Airliu. jimi \\
Southern Brcail LEIBSCHER
Superior Ice Cream J°E V-
> ERH I KG
ALLEN, HcRAE * BEALER, IM .
15 r.a.ht,., PL, ^. W., KM. 1,1211
H in 11
HcRAE, JR.
BBDO
HOO Prarklrer. V I . II r"l".
DE SOK) SI V • IV/'Vs ' V
BEARDEN.THOMPSON-FRANKEL \l>\
22 «|A M , \ } H . 5507
J. S. Elco Food Sales '
Orkin Exterminating
Redfcrn Sausage
Gold
Atlanta Baking Co N 1
BEAl MOM A HOHMAN, INC
ITm. O/11-.-r Bldg.. HI I77H
111 VHI'I N
MIHI I
raoMPSOJi
NORM \N
I II \Nkl I
lion JINMN
Greybound B [ j ^j*™^
GEO. I. CLARK! < <».
; mi P-.f hi,. ■ . II U134
Ga. Broiler-. Inr
CEO. I.
Pet Dairr Products , , vHM
JFG Coffee [ BV1
Home Credit Co OOLRMAH
14 NOVEMBER 1955
45
/ isiino coiitiiiiirs pni/c 72
be
TELL0-TES1
Are Doing It! Doing Whrti
For further details on IcIIU'lCol and lUllo'lbul consult the radio stations
below, or get in touch with America's "hep" radio representatives who know that
TELLO-TEST and TUNE-TEST hypo ratings, and are a fertile field for national spot business.
Stations desiring further information on
1 6 1 1 0 ~t G S t and t U n 6 ~t 6St write Walter Schwimmer, Pres.
Radio Features, Inc., 75 E. Wacker Drive, Chicago 1.
tello-test & tune-test stations
Aberdeen, Wash KXRO
Albany, Oregon . . KWIL
Albert Lea, Minn KATE
Alton, III WOKZ
Amarillo, Texas
KGNC
Ashland, Oregon
KWIN
Astoria, Oregon
KAST
Atlanta, Georgia
WGST
Augusta, Maine
WRDO
Bakersfield, Calif.
KBAK
Baltimore, Md.
WITH
Bangor, Maine
WLBZ
Batavia, N. Y
WBTA
Bellingham, Wash.
KPUG
Bend, Oregon
KBND
Billings, Mont.
KGHL
Binghamton, N. Y.
WENE
Boston, Mass
WNAC
Buffalo, N. Y
WEBR
Burlington, Vermont WJOY
Centralia, Wash. KELA
Chicago, III. WGN
Chico, Calif. KXOC
Cincinnati, Ohio WKRC
Cleveland, Ohio WJW
Coeur d'Alene, Idaho KVNI
Coldwater, Mich WTVB
Columbus, Ohio WTVN
Coos Bay, Oregon KOOS
Corpus Christi, Texas KRIS
Dallas, Texas WRR
Decatur, III WSOY
Denver, Colo KIMN
Des Moines, Iowa KWDM
El Centro, Calif KXO
El Paso, Texas KTSM
Eugene, Oregon KORE
Eureka, Calif KIEM
Everett, Oregon KRKO
Fresno, Calif KYNO
Garden City, Kansas
Grants Pass, Oregon
Guymon, Okla
Hazleton, Penna.
Hornell, N. Y.
Houston, Texas
Indianapolis, Ind.
Jacksonville, Fla.
Jamestown, N. Y
Kingston, N. Y
Klamath Falls, Oregon
Lafayette, La.
Lewiston, Idaho.
Lockport, N. Y.
Longview, Wash.
Los Angeles. Calif
Louisville, Ky
Marysville, Calif.
Merced, Calif
Miami Beach, Fla
V
l
M
K
KY
WX
perspicacious time-buyers
cing spot radio business!
TUNE-TEST
king
sales!
tello-1
.00 l and its
musical counterpart,
tune-t
U0 1 j its musical twin, fits
into those
TUNE-TEST, are the
most successful, syn-
stations with the music, news and sports
dicated
radio quiz s
hows in America . . .
format,
and is neck-and-neck wi
th TELLO-
the raa
io shows that come up with top
TEST as
a BIG result-getter.
listenership ratings,
plus King-size sales
If you i
are buying spot radio programs or
results,
just like in the good, old-fashioned,
choice !
spot announcements — check the list
pre-TV
days.
below of the Blue-Chip radio stations carry-
TELLO-TEST is the
oldest and the Bell-
ing TELLO-TEST and TUNE-TEST. If there are
Ringer
of all radio telephone quizzes — the
any availabilities in these two
premium
show that started the
craze for give-aways
shows,
you're in luck, and your
sales are
through
out the country.
away and running!
polis-St. Paul. Minn.
KSTP
Rock Island, III.
WHBF
Stockton, Calif.
KXOB
N. D.
KLPM
Roseburg, Oregon
KRXL
Storm Lake, Iowa
KAYL
le, Tenn.
WSIX
Sacramento, Calif.
KXOA
Syracuse, N. Y.
WSYR
• leans, La.
WDSU
Salem, Oregon
KSLM
Terre Haute. Ind.
WBOW
i. Okla.
KNOR
Salina, Kansas
KSAL
Toledo, Ohio
WSPD
ma City, Okla.
KOCY
Salinas-Monterey, Calif.
KSBW
Topeka. Kansas
WREN
N. Y.
WHDL
Salt Lake City, Utah
KALL
Tulare, Calif.
KCOK
), Wash.
KGY
San Antonio, Texas
KTSA
Tulsa. Okla.
KTUL
)bles, Calif.
KPRL
Santa Barbara. Calif.
KDB
Utica. IM. Y.
WRUN
iphia, Penna.
WIP
San Bernardino, Calif.
KFXM
Ventura. Calif.
KVEN
rgh, Penna.
KDKA
San Diego, Calif.
KGB
Walla Walla. Wash.
KUJ
i, Maine
WCSH
San Francisco, Calif.
KFRC
Wallace. Idaho
KWAL
1, Oregon
KGW
San Luis Obispo. Calif.
KVEC
Watertown. N. Y.
WATN
1 Oregon
KPOJ
Sarasota, Florida
WSPB
Wenatchee. Wash.
KWNW
'e, Penna.
WPAM
Savannah, Georgia
WTOC
Wheeling, W. Va.
WWVA
mce, R. 1.
WRIB
Sayre, Penna.
WATS
Wilkes-Barre. Penna.
WILK
: City, Quebec
CKCV
Scranton, Penna.
WGBI
Williamsport, Penna.
WWPA
evada
KATO
SeattleTacoma, Wash.
KVI
Yakima. Wash.
KYAK
nd. Va.
WLEE
Spokane, Wash.
KNEW
York. Penna.
WNOW
ter, N. Y.
WHEC
Spokane. Wash
KHQ
Includes complete Don
Lee Network
Dan Daniel
STAR OF NOON EDITION
WABT 12 to 12:30 Monday-Friday
NEWS, SPORTS, WEATHER
WABT 6:30 to 6:45 Monday-Friday
AUBURN DAILY NEWS
WAPI 12:30 to 12:45 Monday-Friday
These stations are recognized for their superior
handling of Birmingham and Alabama news,
as well as world-wide news . . . Birmingham's
only stations using Photofax and direct tele-
type to weather bureau. Dan Daniel is now in
charge, coordinating the complete coverage.
Stars Sell on
Alabama's
greatest RADIO station
Neiv developments on SPONSOR stories
See:
Birmingham
Represented by John Blair & Co.
Southeast, Harry Cummings
greatest TV station
Represented by BLAIR-TV
Issue:
Network tv, color
11 Julv 35, page 100
Subject: Station* equipped to transmit color
Questionnaires sent out for the Fall Facts Basics Issue determined
that, as of July, 02^6 of the television stations in the country could
transmit network color shows hut onlj W\ could originate their
own color telecasts. Onl\ 2% of the stations unable to originate
their own color shows thought they would he able to do so by the
end of the year. One reason for the low figures in the local color
programing field is the lack of experience in this new medium and
the expense in learning about it.
NBC recently announced the forthcoming conversion of its owned-
and-operated Chicago station, WNBQ, to all-color transmission.
Significantly, the network announced the creation of the first all-
color originating station by way of a two-city, closed-circuit color tv
press conference — also a first.
When the move was announced by Brigadier General David Sar-
noff, chairman of the boards of both RCA and NBC, he stated, "All
the know-how, all the lessons we learn in this Chicago pilot operation
will be made available to other television stations interested in ad-
vancing color television service to the public. ... I believe [they]
will follow Chicago's lead and produce their local programs in color."
Target date for WNBQ's total conversion to color is 15 April 1956.
By then the station expects to have 10 hours of color dailv on the
air, including all local live shows. Five live and two film color
cameras will be used to pick up the action in the three color studios.
Visitors will be able to look into the studios from the hall, watch the
shows being made and see them on color receivers placed around
the station.
The need for more color programing to interest viewers was pointed
up at the press conference by NBC Executive Vice President Robert
W. Sarnoff, who pointed to the amount of color tv the networks are
airing. He indicated that NBC's present schedule of 40 hours of
color each month is five times as much as it telecast a vear ago.
• • •
WNBQ visitors will see color shows simultaneously in the studios and on receivers
48
SPONSOR
they listen
while they work
yHV--"
A variabilities
EARLY BIRDS
7:15-8:30 a.m.
820
LADIES FIRST
10:00- 10:30 a.m.
570
ROSEMARY JOHNSON SHOW
11:45- 12:00 noon
820
MELODY-GO-ROUND
(minute participations)
1:15-3:00 p.m.
570
Whatever else they're doing, women-folks in
North Texas are also listening to WFAA! They keep
their radios tuned while they're sewing . . . cleaning .
cooking . . . and looking after little North Texans.
No other station in Radio Southwest offers such a
variety of on-the-go entertainment. And no other
station has as many listeners as WFAA.*
Music and drama, news and sports, grand opera
and soap opera, WFAA gives busy people their
own brand of listening enjoyment.
Why not tell them your brand of merchandise?
They've got money to spend, and time to listen . . .
when you're selling on WFAA.
Ask the Petry man for details.
'Source: 1955 Whan Study
A Cloar Channel Service ot th* Datlat Morning Ntwi
w
Alex Keese, Manager
Geo Utley. Commercial Manager
Edward Petry t Co., Inc., Representative
14 NOVEMBER 1955
49
film shows recently made available for syndication
New or tirst-tv-run programs released, or shown in pilot form, since 1 Jan., J 955
Show name
Syndicator
Producer
Length
No. in series
Show name
Syndicator
Producer
Length
No. in series
ADVENTURE
DRAMA, MYSTERY
Adventure? of
Long John Silver
C»»taln Gallant
Count of Monte
Crlsto
Cross Current'
Crunch & Des
Dateline Europe*
Headline
I Spy
Joe Palooka
Judge Roy Bean
Jungle Jim
New Adventures
of China Smith
Overseas
Adventures*
Pasiport to Danger
Kamar Of The
Jungle
Rln Tin Tin
Sea H awk
Sheena, Queen of
the Jungle
Soldier* of
Fortune"
Tales of the
Foreign Legion
Tropic Hazard
CBS TV Film Joe Kaufman
TPA
TPA
Official
NBC Film Div.
Official
MCA-TV
Guild
Guild
Screencraft
Screen Gems
NTA
Official
ABC Film Synd.
TPA
Screen Gems
MCA-TV
ABC Film Synd.
MCA-TV
CBS TV Film
Sterling
Frantel
Leon Fronkess
Sheldon Reynolds
Bermuda Prod.
Sheldon Reynolds
Gross- Krasne
Guild
Guild
Quintet Prod.
Screen Gems
Bernard Tabakin
30 min
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min.
30 min
30 min.
Sheldon Reynolds 30 min.
••Sponsored by 7-Up In 120 markets,
•Formerly titled "Foreign Intrigue."
Hal Roach. Jr.
Arrow Prod.
Screen Gems
Rawlins
Nassour
Revue
Tony Bartley
Sterling
but many are open
39
In production
39
In production
78
39
In production
26
39
26
26
39
39
52
39
I (pilot)
26
30 min.
30 min.
30 min
30 min.
30 min.
30 min
30 min.
15 min.
on alternate-week basis
In production
26
In production
CHILDREN'S SHOWS
Animated
Fairy Tales
General Teleradio Lotte-Reinger
26
COMEDY
The Goldbergs
Great Glldersjleeve
Halls Of Ivy*
I Married Joan
Life With
Elizabeth
Little Rascals
My Little Margie
("Our Gang")
Looney Tunes
Susie*
Trouble With
Father
Willy
Guild
NBC Film Div.
TPA
Interstate
Guild
I nterstate
TPA
Guild
Repf
Guild
Mathew
TPA
Joan Davis
Guild
Roach
Warner's
Hal Roach, Jr.-
Roland Reed
Chertok Tv
Hal Roach, Jr.
Roland Reed
Desilou
30 min.
30 min
30 min.
30 min.
30 min.
10 min.
20 min.
15 min. to
one hour
30 min.
30 min.
30 min.
30 min.
DOCUMENTARY
Key to the City
Hollywood TV
Hollywood Tv
15 ralil.
Prod.
Prod.
Living Past
Film Classics
Film Classics
15 min.
Mr. President
Stuart Reynolds
Stuart Reynolds
30 min.
Science In Action
TPA
Calif. Academy
of Sciences
30 min.
Uncommon Valor
General
Executive
30 min.
Teleradio
Prod. Inc.
In production
39
39
78
39
22—1 reel
68 — 2 reel
Library
52
130
39
7
3
52
26
Ellery Queen
Highway Patrol'
TPA
2iv
Norman &
Irving Plncus
Ziv
30 min.
30 min.
32
In produetl
New Orleans
Police Dept.
UM&M
Motion Picture
Adv. Sve. Co.
30 min.
26
Paris Preclnrt
UMiM
Etoile
30 min.
3»
Police Call
NTA
Procter
30 min.
26
Sherlock Holmes
UM&M
S. H. TV Corp.
30 min.
39
Stories Of The
Century
Hollywood Tv
Service
Studio City Tv
Prod.
30 min.
39
•Sponsored by Ilallantine in 24 Eastern maikets.
MUSIC
Bandstand Revue
Bobby Breen Show
Frankie Laine
Abble Neal & Her
Ranch Girls
New Liberate
Show
Song Stories of
the West
Stars of the
Grand Ole Opry
Story Behind
Your Musie
This Is Your
Musie
Florian ZaBach
KTLA
Bell
Guild
NTA
Guild
Gibraltar
Flaming*
Official
Guild
KTLA
Bell
Guild
Warren Smith
30 min
15 mis.
15 & 30 min.
30 min.
6
1 (pilot)
78 & 39
26
Guild
30 min.
In produetl
Althea Pardee
15 min.
13
Flamingo
30 min.
39
Randall-Song Ad
30 min
1 (pilot)
Jack Denove
30 rain.
a
Guild
30 min.
39
RELIGION
Hand to Heaven NTA
NTA
SPORTS
Bowling Time
Sterling
Discovery Prod.
1 hour
13
Jimmy Demaret
Award
Award
15 rain.
In produetl**)
Mad Whirl
NTA
Leo Seltzer
30 min.
26
Sam Snead Show
RCA Programs
Scope Prod.
5 min.
39
Texas Rasslin'*
Touchdown'*
Sterling
MCA-TV
Texas Rasslin'
Inc.
Tel-Ra
30 min.
or 1 hour
30 min.
In production
Approx. 13
'In continual production.
"Available with start of football season. New film each week. No reruns.
VARIETY
DO-
IT-YOURSELF
Eddie Cantor
Comedy Theatre
Hollywood Preview
Ziv
Ziv
30 min.
In product In
Walt's Workshop
Sterling
Reid Ray Prod.
30 min.
39
Flaming*
Balsan Produc-
30 min.
In production
Movie Museum
Sterling
tions
Paul Killiam
15 min.
DRAMA. GENERAL
93
Showtime
Studio Film*
Studio Film*
30 min.
39
Camera's Eye
Sterling
TeeVee Prod.
15 min.
In production
Dr. Hudson's
MCA-TV
Screen Gems
Solow & Morgan
Screen Gems
30 min.
30 min.
In production
None
Secret Journal
Celebrity
Playhouse*
WESTERNS
Confidential File
Guild
Guild
30 min.
In production
Douglas Fairbanks,
ABC Film Synd.
Douglas
30 min.
78
Adventures of
MCA-TV
Revue
30 min.
104
Jr.
Fairbanks
Kit Carson
HI* Honor,
NBC Film Div.
Galahad
30 min.
In production
Buffalo Bill, Jr.
CBS TV Film
Flylnt "A"
30 rain.
In prsductiea
Homer Bell
Invitation
Sterling
TeeVee Prod.
15 min.
26
Frontier Doctor
Studio City Tv
Studio City Tv
30 min.
39
Playhouse
Gene Autry — Roy
MCA-TV
Republie
1 hour
123
1 Led Three
Ziv
Ziv
30 min.
52
Rogers
Lives"
Red Ryder
CBS TV Film
Flying "A"
30 min.
1 (pilot)
Charles Laughton
Sterling
TeeVee Prod.
15 min.
26
Steve Donovan.
NBC Film Div
Vi-bar
30 min.
SO
Little Theater
Sterling
TeeVee Prod.
15 min.
52
Western Marshal
O. Henry Theatre
MCA-TV
Gross-Krasne
30 min.
26
Tales Of The
Screen Gems
Screen Gems
30 min.
26
Mr. District
Ziv
Ziv
30 min.
52
Texas Rangers
Attorney***
Conrad Nagel
Guild
Andre Luotto
30 min.
26
Public Defender
Science Fiction
Interstate
Ziv
Hal Roach, Jr.
Ziv
30 min.
30 min.
69
In production
WOMEN'S
Theatre
Sterling
TeeVee Prod.
30 min.
26
Tales Of
Tomorrow
NTA
United Feature
5 min.
Tugboat Annie
TPA
Chertok Tv
30 min.
n production
Etiquette
It's Fun T*
Synd.
78
Wrong Number!
John Christian
John Christian
30 min.
1 (pilot)
Guild
Guild
15 min.
ISO
•Very similar to Screen Gems' "Ford Theatre." Pilot unnecessary.
Reduce
Ll in third
production cycle, sponsored by Phillips
in 60 markets.
Life Can Be
ABC TV Films
Trans-American
15 min.
5 (pilots)
■w is in second production
sponsored by Carter
Products In 40
markets.
Beautiful
50
SPONSOR
•
OVER HALF OF THE POPULATION OF IN
I AN A
lives
in
the
area
served by
WFBM-TV
Population st.'
Population WFBM-TV-wid<
14 NOVEMBER 1955
WFBM-TV INDIANAPOLIS
Represented Nationally by the Katz Agency
Affiliated with WFBM-Rodio. WOOD AM & TV,
Grand Rapids; WFDF, Flint, WTCN, WTCN-TV.
Minneapolis, St. Paul
51
WSAU-Tv
WAUSAU, WISCONSIN
ABC • DuMont
CHANNEL 7
110,000 watts
1,921 ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
Represented by
MEEKER, TV.
New York. Chi.. Los Angeles, San Fran.
Stockholders Include
RADIO STATIONS:
WSAU - WFHR - WATK
NEWSPAPERS:
Wausau Daily Record-Herald
Marshficld News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
his al trails
Growth: Largest single sponsor of
an) syndicated film program is now
the Carnation Co. of Los Angeles, with
a total of 140 markets covered l>\ its
Annie Oakley film series, according to
CBS TV Film General Sales Manager
Wilbur S. Edwards. He made the an-
nouncement as Carnation added 17
new stations to its schedule.
The company's \lbers Division uses
innie Oakley to sell cereals and dog
food in 129 markets; Fresh Milk Divi-
sion is the sponsor in 11 markets. The
shows star. Gail Davis, aopears in
Carnation commercials as well as meet-
ings with the company's brokers and
salesmen.
Distribution: MCA-TY has appoint-
ed Tom McManus to the new position
of international sales manager to han-
dle the diverse nature of its business.
An increase in worldwide distribution
made the new post necessary, accord-
ing to the svndicator. which has 20
offices throughout the world.
With 28 properties. MCA-TY claims
to be the worlds largest film distrib-
utor and is currently preparing a cat-
alogue of tv films for foreign markets.
McManus will work out of New York
and keep track of the rapidly expand-
ing foreign market for American tele-
vision films.
Tradition: The reading of Dickens's
A Christmas Carol by Lionel Barry-
more is something of a tradition for
radio listeners. This \ear tv viewers
will have the opportunity to begin an-
other by seeing Alastair Sims version
of the storv. It has been contracted
for on 80 stations. The SI million mo-
tion picture, distributed in theaters in
1951, plaved on 40 stations last year.
Distributor is Associated Artists.
S-D Day: Ziv"s High nay Patrol se-
ries will carr\ a special episode on
behalf of President Eisenhower's Safe
Driving Da\ during the week of 1 De-
cember. The 23 Eastern markets in
which Ballantine sponsors the show
will be sure to see the feature with no
difficulty as Ballantine runs the same
episode in all of its markets even
week a la network operation. This sys-
tem makes for ease of ratings, since
(lie identical show is measured in each
instance. Other sponsors are also ex-
pected to tie in with the S-D Day pro-
motion in the 160 markets in which the
program plays.
The Ballantine system was evolved
1>\ Ziv and Ballantine's agenc\. \\ il-
liam Esty. a few weeks ago. As in the
case of other multi-market operations
of sponsors like Carter Products.
Emerson Drug and Phillips Petroleum,
a fresh print goes to each station every
week (instead of "bicycling" between
stations I and the commercial is in-
serted in New York.
Episode selected bv Ballantine for
S-D Dav was the one recently screened
for 200 top police executives at the
International Association of Chiefs of
Police Conference in Philadelphia.
Highway Patrol is given dual-expo-
sure in New ^ ork each week. It pla\ s
on WRCA-TV Mondays and on WPIX
on Wednesdays. The same episode is
used to pick up on Wednesday am
audience missed on Monday. The same
sponsor has both telecasts.
Reversal: The usual pattern of film
companies in television is Hollywood
first and tv second. Parsonnet &
Wheeler, originally producer of tv fea-
ture films and commercials as well as
industrial films, has expanded its oper-
ations to produce full-length feature
films for national theater distribution.
The company's first property for its
new venture is A Lion Is Loose, which
will begin early in Januar\ under the
personal production-supervision of
Marion Parsonnet. * * *
52
SPONSOR
^
ft
>\
1
ft
•^
*
... as the shadows
lengthened across
the field, State
threw into high the
drive that's destined
to linger long in
football memory . . .
~>mr>
East Coast Division
342 Madison Avenue
New York 1 7, N. Y.
Midwest Division
1 37 North Wabash Ave.
Chicago 2, Illinois
West Coast Division
6706 Santo Monica Blvd.
Hollywood 38, Calif.
OT LATER . . .
SHOW EARLIER
with Eastman Tri-X
Reversal Safety Film,
Type 5278 (16mm only).
Mere is a new motion picture film
material of great value to the newsreel
services. Twice as fast as Super-XX
Reversal Film, it can be processed
interchangeably with Plus-X Reversal
Film; also it can be processed at higher
temperatures than either Super-XX
or Plus-X.
Result: Faster— and better— news
coverage under minimum conditions —
with or without supplementary lighting.
Graininess and sharpness character-
istics, furthermore, are equal to or
better than those of Super-XX.
For further information address:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
or W. J. GERMAN, INC.
i Agents for the sale and distribution of
vd. Eastman Professional Motion Picture Films
f. Fort Lee, N. J.; Chicago, III.; Hollywood, Calif.
Not so with radio where they unvaryb^
can produce. In the nations bimt
of the top ten programs come from t
with more than twice as mir
clearly the listeners' overwhelrM
mng ways arc often unpredictable,
ft lo hear the big shows that only networks
rketSyfor example, more than 90 per cent
'works! And the CBS Radio Network,
iners as all other networks combined, is
1 J Uriels" reported: Sew )"rk
■ Los Angeles, Philadelphia,
n, San limit Km.
■ h, St. Louis, li ashington
fc January-April 1955.
Out "f 200 possible ''top ten" placements — ten daytime
and ten nighttime m each often markets— there uere
IS-f network wins, and of these, 152 for < />'s Radio.
In the ten biggest markets, a clear-cut verdict on 195 Vt
peak programming season. More happy returns ahead!
CUCKOO CLOCKS
SPONSOR: Stat [mporl Co VGENCY: Fitzmorris Vgencj
I iPSVU I \-i iii-nuo : On the premise that the
best time t<> sell listeners a cuckoo clock would be when
they were getting up in the morning, the sponsor used a
six-week announcement schedule <>u Sunrise Salute. De-
spite the relatively high pru e "I $5 for a mail ordet item,
the sponsoi grossed $4,495 with u schedule of one and
two announcements daily. Cost of the announcements on
the Monday through Saturday morning disk jockey show
was $1,4 I".
tti \l . Philadelphia
PROGR Wl: Sunrise Salute.
Announcements
USED CARS
SPONSOR: W. C. Barrow Used Cars AGENCY: Di.t
CAPSULE CASK HISTORY: Newspapers have long hi
the lions share of used-car advertising, but listen^
in Longview, Tex., have responded to the use of ran
for same. The sponsor has been using a one-minute (■
nouncement daily in the Lunch Time with Uncle Jo i
show, allowing KFRO Commercial Manager John Alu
(o ad lib the commercials. Two cars are featured dai.
In the course of a month, eight cars, grossing $6,8(.
were sold at a rmlio time cost of $156.
KFRO. Longview, Tex.
PROGRAM: Lunch Time with I
John, Announcenv -
results
DRY CLEANING
SPONSOR: V'alel I leaners
AGENCY: Direct
CAPSULE CASE HISTORY: This sponsor boosted his
door-to-door dry cleaning business by devoting his five-
minute portion of the early morning show, Big Jim's
Perk-u-lalor. to the promotion of a gift offer. Customers
were offered a polyethylene clothing-storage bag for
every cleaning order of $2 or more. After one month
of exclusive radio promotion the routemen had 13,000
requests, 3,000 of which were from new customers.
Total cost of the month's promotion: $158.
WFEA, Manchester, N. H. PROGRAM: Big Jim's Perk-u-lator,
Participation
DANCE COURSES
SPONSOR: I i . .1 Wan Dance Studio AGENCY: Direct
CAPSULE CASE HISTORY: When a new Fred Astaire
Dance Studio opened in Dayton, the main advertising ef-
fort was not made with radio. Despite the fact tliat only
two one-minute participations were used on the Betty
Vint Horstman show {Saturdays from 5:00 to 7:00 p.m.),
/lie dance studio noted that "results were tremendous."
For the $25 the sponsor spent on Wli\ G radio advertis-
ing", the sponsor credited the station with producing
75% of the studio's initial business.
\\l\<.. Dayton
PROGR Wl: Betty Ann Horstman,
Participations
■1
GAS COMPANY
SPONSOR: Worsham Gas Co. AGENCY: Dirt
CAPSULE CASE HISTORY: Radio announcemer..
brought the Worsham Gas Co. so much business that I:
home office sent this telegram to the station: "Cancel I
advertising. Unable to handle all the business your s-
tion has developed for ms." The company had used thr
announcements daily advertising bottled gas service >
subscribers anywhere the announcements were heai.
Three weeks of announcements cost $153.90 and brou.
responses by mail and phone from listeners up to 1 1
miles away.
WMIX, Mt. Vernon, 111.
PROGRAM: Announces •
REFRIGERATORS
SPONSOR: B. F. Goodrich Store AGENCY: Did
CAPSULE CASE HISTORY: /„ order to test radio ai
medium for specific sales, the B. F. Goodrich Store m< •
ager placed an order for 18 announcements in three sho<
in one week. Six announcements each in Cuzzin Al, 1 .
Jive and WDAKapers led to the sale of 11 Kelvina.r
refrigerators. The successful test cost only 854 and ■
suited in the steady use of 20 announcements a week
the store since. No other advertising medium was u
during the test week.
WDAK. Columbus, Ga.
PROGRAM: Announceim -
FURNITURE
SPONSOR: Smith Furniture Co. AGENCY: Ideas I
CAPSULE CASE HISTORY: /„ order to check the ejj ■
tiveness of it~ advertising campaign for its client. Idei
Inc. kept cost figures on the advertising done by the !
Furniture Co. The agency discovered that gross busin I
for three months of 1955 teas 62% above the same peril
in 1954. The advertising that produced the jump was »
announcement schedule on KL1F. Dallas. Cost of ft
productive announcement campaign for the three-mot i
period was 8521.
KKIF. Dallas
PROCR Wl: \nnounceme-
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALB
'-SCHENECTADY
CBS RADIO I
CBS RADI
CBS RAI
CBS RAD'
CBS RADI
The Number 1 Network
moves to the Capital District's
NEW WROW. . . 5,000 watts at
590 on the dial. . . to blanket
Eastern New York (the state's
third market).
See Avery- Knodel, Inc.,
for availabilities.
ENECTADY
ECTADY
TADY
CTADY
ECTADY
CBS RADIO IN
CBS RADIO IN ALBANY
.HENECTADY
WROW
Albany, N. Y.
TADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
CBS RADIO IN ALBANY-TROY- SCHENECTADY
14 NOVEMBER 1955
57
SNISIt Asks...
a forum on questions of current interest
to air advertiser* and their agencies
\\ hat advanttiaes do ffoffi/teoocf and \<*ir York each
offer for television production
Stan Lomas
Vice President
William Esty
New York
ADVANTAGES VARY WITH JOB
• There are advantages for the pro-
duction of television programs in gen-
eral and commercials in particular on
either coast, and the divers governing
factors in each case make a blanket
answer impossible. Breaking it down
into specifics, here are some of the
points to be taken into consideration:
1. Studio space: By using the large
Hollywood sound stages it is practical
and cost-saving to have three or more
sets standing, thereby eliminating the
expensive striking, rebuilding and re-
rigging time. While studio space as
such is usually cheaper in the East,
the Western facilities are unequaled
anywhere in the world and can result
in greater efficiency, more than offset-
ting the basic rental charges.
2. Technical know-how: On the
West Coast every man from camera-
man to grip is an expert. Though min-
imum crews in the West are usually
larger than in the East, they work
fast and have the problem of division
and integration of the various chores
down to such a science that the in-
creased payroll in the final analysis
may result in an over-all saving.
There can be no question that Holly-
wood knows how to make film, like
Detroit knows how to make cars.
3. Climate and topography: In
cases where exteriors are important,
where else but around Hollywood can
one find snow-covered mountains, a
palm-lined shore and barren desert all
within a stone's throw? And the
weather i the much-publicized smog
not withstanding ) is ideal for exterior
shooting nearly 12 months out of the
year. On the other hand, the police
departments and chambers of com-
merce in New York and New Jersey
are more cooperative by offering free
support.
4. Talent: There is a large pool of
professionally qualified performers on
the West Coast, while New York offers
the majority of "name" commercial
announcers and a greater number of
performers who have specific experi-
ence in handling the live commercial.
With most of the important talent
agencies, as well as Screen Actors
Guild, being headquartered in the
West, negotiations concerning talent
are more easily handled there. And
in cases where stars are involved it
is usually difficult, in view of other
commitments, to persuade them to fly
East to do a series of commercials.
5. Special effects: This important
phase of motion picture making is
used in ever-increasing quantities in
the production of commercials, and in
this field, which embraces miniatures,
matte-shots, animation, rear-projection
and hundreds of other specialties, Hol-
lywood undoubtedly has the edge on
anv other production center anywhere
in the world.
6. Unions: New York has fewer
unions to deal with than the West.
Also, we don't face the necessity of
supplying salan bonds here. In addi-
tion, the "don"t-touch-that" rules on
the West Coast can be most bother-
some and have got many an Easterner
supervising production on the coast
into trouble.
7. Program distribution: \^ ith New
} ork being the heart of distribution, it
often means more efficient handling
and faster cut-ins when the negative
material is here in the East.
Of course in many ways all of this
is an oversimplification, as the com-
bination of requirements for each par-
ticular production must govern the se-
lection of production locale.
Robert Broekman
President
Robert Broekman Productions
New York
NEW YORK IS MORE CONVENIENT
• To the independent producer of
television commercials one of the most
important elements is the proximity
of agencies and sponsors here in the
East. It gives us a chance to discuss
commercials in advance in all detail at
no expense to either the client or us.
Further, it makes it possible for all
concerned to pass on important per-
formers, props, sets. etc. during the
all-important preparation period.
One of the most important consid-
erations in commercial production is
58
SPONSOR
tin- crew . I [ere in the East il ia possi-
ble to work vn itli ;i -in. ill. -i r 1 1 1 1 1 1 1 >t - 1 oi
technicians, and as a general rule these
technicians during the past /ears have
grown into efficient units, used to
working with each other, rhej look
upon the making oJ .« commercial, do
matter how short, a~ an important un-
dertaking, unlike their Hollywood col-
leagues, who are prone to shrug them
nil as one-day-nuisances which the)
perform onlj in order to rill in be-
tween the more important chores of
i\ or motion picture film production.
This sincere interest or the lark of it
in a crew W ill ine\ itabl) -how in tin-
end result as well a- in the COSt.
Uong with the smaller crews, there
i- less emphasis on jurisdictional is-
sues in the East. No one i- going to
get an ulcer just because the prop man
who happen- to stand next to a light
moves it a fool in accordance with the
director's request. General!) mosl ol
the Eastern crew members make it
their business to know as much as
possible about the other man's job and
problems.
Hollywood, on the other hand, of-
fers advantages based on years of mo-
tion picture production which can not
be duplicated here. The easy accessi-
bilit) of an immense variet\ of props,
the different locations, the general!)
excellent -hooting weather and the un-
equaled know-how of the special ef-
fects men in man) cases make a move
to the West an absolute necessity.
Animation, so important in today's
tv commercial, is as good here in New
^ oik as it is on the West Coast, and
it is often easier to have specialized
types ol animation done here, where
the most important phase is the com-
mercial rather than the full) animated
Disne) feature.
The actual laboratory work is equal-
1\ good on both coasts, but Eastern
labs in recent times have been so
jammed beyond capaeiu that delays
are incurred, whereas the HolUwood
labs are adequate!) equipped to han-
dle the ever-increasing quantity of
footage and. therefore, will often ap-
pear more efficient.
To sum it all up. 1 personally pre-
fer to work here in the East, where
the commercial producer is considered
an important part of the business rath-
er than someone asking for coopera-
tion from men who prefer to work
with the motion picture giants.
{Please turn to page 138)
let's
get down
to bare facts
The One Outstanding
Milwaukee Radio Buy is WEMP!
If you were right here, in the country's 15th largest
population center, you'd get next to the facts
in a hurry. The Big One is that the important local
advertisers . . . the guys who know the market
best . . . buy WEMP. 24 hours a day of music, news
and sports delivers Milwaukee's largest audience
at the lowest cost per head. And this is based
on facts compiled by two rating services.
Pretty good, don't you think?
Because: how often do two of 'em agree?
24 HRS. A DAY OF MUSIC,
NEWS AND SPORTS
Milwaukee's Best Buy ^^^M F M V^
5000 Watts at 1250
1935-1955 ... 20 years of seriiee to Milwaukee • Represented nationally hsUeniiles-Heed
14 NOVEMBER 1955
59
TWO GREAT NEV
STEVE DONOVAN, WESTERN MARSHAL starring Doug/as Kenrd.
A rugged new Western star in 39 half-hour films of thundering action for youngsters and adults.
Star personalities head up these two new audience -pulling prograi
your exclusive local sponsorship in your markets. Early ratings prove >tn
shows have what it takes to bring in large audiences even again?"
network competition. .
| 3
And you get unprecedented merchandising rights at no addition;.
Use the name and character of Steve Donovan, Western Marshal, ancfh<
Great Gildersleeve to sell for vou.
TV SALESMEN
two
personalities...
the same
big payoff!
HE GREAT GILDERSLEEVE
starring Willard Waterman- A favorite comedy star
at program for the whole family. After 13 years as a top radio success, now even better in 39 half -hour TV films.
:se great salesmen to work selling your products. For complete
4 ils and prices for your markets, phone, wire or write today.
fBC FILM DIVISION
serving all stations. . . serving all sponsors
Wiktfeller Plaza. Xeu- York- to, S. Y.; Merchandise Mart. Chicago. III.; Sunset & Vine, Hollywood.
Calif. In Canada: RCA Victor. 125 Mutual St.. Toronto: 1551 Bishop St, Montreal.
We're
Not Being
KITTENISH
But —
It's Purr-ty Nice
to b. WELCOME m
90,000 HOMES
This Winter! ! !
NBC Affiliate
WJHP-TV
ABC
Jacksonville, Fla.
agency profile
John Sheehan
V.p., radio-tv director
Cunningham & Walsh, New York
"We rarely recommend that our client* angel shows, and, after
all, that's what it essentially is when an agency, with the client's
money, goes into tv show producing," savs John Sheehan, Cun-
ningham & Walsh's radio-tv v.p.
"Of course, ideally the tv exec at an agency today should be
showman, businessman, advertising man and media man in these
times," Sheehan explains. "Personally. I add another requisite,
and it holds true for virtually everyone in our radio-tv depart-
ment: we want our people to have worked at some out-of-town radio
or tv station before they come to us. We like our people to know
something about the U.S. beyond one coast or the other."
Nor does Sheehan, originally from Schenectady, N. Y., under-
estimate the sophistication of U.S. audiences. "The opera couldn't
survive without Cleveland and Columbus and Denver and other
cities around the country," he says. "The biggest danger in making
commercials is really two-fold: talking down to people and being
so intent on entertaining that you forget to sell."
A big, bespectacled, soft-spoken Irishman, Sheehan lives in the
middle of a farm in Princeton with his wife and two small kids,
likes to use the two hours daily he spends on the train to read his
papers and "switch point of view" from agencv to home.
"We love living in Princeton, and it isn't only for the peace and
quiet, because there are lots of parties. But ina\ he one of our
friends is fresh back from the Geneva Atoms Conference, another
has been excavating old villages in Italy; it's nice not to talk ratings
and cost-per-1,000 after 12 hours in the shop."
Cost-per-1,000, incidentally, is Sheehans most unfavorite ex-
pression. "You can't measure commercial effectiveness with a cost-
per-1,000 yardstick. Sure, maybe you've got a lower cost-per-1,000
from 18 seconds adjacent to a show than from a minute within the
network program. But there are a lot of factors accruing from
show sponsorship that can't be discounted, particularly for products
outside of the impulse-buying categories.
"I've got a lot of respect for the researchers in radio and tv.
But a lot of agencymen and clients yield too much to the temptation
of overusing ratings and cost figures. Advertising's still a field re-
quiring judgment." * * *
62
SPONSOR
There 'i
saB
Represented
Nationally
by
THE
HENRY I. CHRISTAL
COMPANY
NSC
IG DIFFERENCE
between
NEWSCASTING
and
NEWS COVERAGE
You can hear newscasts on any radio station.
A newscast can be any announcer's voice read-
ing the latest summary torn trom a news
machine.
It's news coverage which distinguishes a su-
perior radio station from just another station!
At WSYR a staff of five newsmen produces a
complete, distinctive news service. They gather
and write the home town and area news. They
edit the reports of the national news wires
with an experienced eye for news that's impor-
tant to the 1.5 million population of WSYR's
service area. The result: complete news digests,
reported ten times daily by men who know
news.
Central New Yorkers have come to rely on
WSYR for all the news, all the time. This kind
of news coverage — like WSYR's distinctly
superior geographical coverage — is one of the
important reasons for WSYR's head-and-
shoulders leadership in the S2 billion Central
New York market.
5 KW . SYRACUSE - 570 KC
14 NOVEMBER 1955
63
HAVE THE AUDIENCE!
HERE'S WKBN-TV'S
SB VKE OF AUDIENCE!*
WKBN
Stat
ns
TV
B
C
D
F
F
Time Period
Mon.-Fri.
7 a.m.-No»n
44
31
14
3
3
5
Noon-6 p.m.
44
29
11
3
8
6
6 p.m. -Midnight
45
33
7
3
9
3
Saturday
Noon-6 p.m.
50
31
6
3
3
7
G p.m. -Midnight
47
35
6
2
4
6
Sunday
Noon-6 n.m.
52
17
12
6
8
6
C p.m. -Midnight
49
34
6
2
5
3
Station B is Youngstown. Stations C. 0 & E
arc Cleveland. Station F is Pittsburgh.
CLEVELAND OR PITTSBURGH STA-
TIONS DO NOT COVER THE YOUNGS-
TOWN MARKET! WKBN-TV SHARES
OF AUDIENCE FAR SURPASS LOCAL
AND OUTSIDE OPPOSITION. WHAT'S
MORE, CHANNEL 27 HAS THE 16
TOP RATED PROGRAMS* IN
YOUNGSTOWN AND 366 OF 442
QUARTER HOUR FIRSTS.*
Source: Telepulse. September 18-24, 1955.
' Continued from page 81
I said that resumes should he stenciled. This doesn't mean
that the same copy is equally suited for each agency to be
contacted. It's been my experience that a resume should
be tailor-made to the specific agencv visited. It never hurts
to >how you know something about the agency. What would
be wrong in demonstrating that you are aware of their ac-
counts, how many out-of-town offices they have, whether they
are involved in export advertising or institutional? It indi-
cates the job-seeker has some sense. Not a bad sales ar-
gument.
Don't, however, attempt to solve die agency's problems or
point out where their mistakes are. Even if you happen to
have the answers (which is dubious), this is infuriating.
Which brings me to the applicant for a creative job —
that is, one seeking work in broadcast copy or in tv art. Here
a proof book as well as resume is essential.
For goodness sake, have it nicely mounted and tidy. I've
seen so many dog-eared proof books, it's appalling even to a
disorderly person such as myself. Such can only reflect on
the tidiness, mental as well as physical, of the applicant.
Make sure to include a short resume about the campaigns
you worked on or what phase of them you helped on. But
don't overdo this. A cub copywriter who attempts to take
100% credit for a four-million-dollar campaign will not be
believed (and chances are he shouldn't be!).
Underplay the successes of these campaigns because any
intelligent agency man knows that copy or art alone is not
the only factor in success.
It takes time to prepare a sales pitch about one's self.
It's the toughest job a person may ever face. But it's cer-
tainly worth the time and effort.
• • •
Letters to Bob Foreman are weleomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs?" Bob and the editors of SPONSOR
would be happy to receive and print comments from readers.
Address Bob Foreman, c o sponsor. 40 E. 49 5/., New York.
64
SPONSOR
Jl-
est Virginia's
harleston -
untington
~7
/
CBS
Television
tation
Chorleston
$35,543,000
61,122,000
6,058,000
Huntington
$15,976,000
26,250,000
3,813,000
For complete coverage
data (sets-in-area figure
passed 475,000 in July,
1955) and information
about availabilities,
please check with our
national representatives.
The Branham Company.
WCHS-TV
Mail Address:
Charleston, W. Va.
IMIIiMllil
American show pulls 94% of uudience on British tv: Nielsen
An American show stole the spot-
light when commercial tv debuted in
England late in September. According
to A. C. Nielsen, / Love Lucy drew
9 1 ' . of the homes equipped to receive
commercial tv on a Sunday night. An
English product was very close: Sun-
day Night at the Palladium drew 93^5 ■
Both were offerings of the new Inde-
pendent Television Authority, com-
mercial competitor of BBC.
ITA is at a disadvantage because of
the small number of homes equipped
to receive commercial programs I the
figure was set at a low of 169,000 by
the British Attwood concern, 188,000
1:\ Nielsen and 370,000 by Gallup I .
Oddly, one source of rating figures
now used by ITA is its direct rival,
the BBC. For about S3 weekly, BBC
supplies results of its highly reputed
aided-recall roster system. The figures
do not show commercial effectiveness
but only tv set count figures in the cov-
erage area, share of audience for BBC
and ITA, and both size and composi-
tion of audiences by sex, age and social
groups. * * *
I! lit 1- 1 \ tucks viewers into bed, wakes them in morning
"Count Sheep" helps viewers get to sleep; "The Eye Opener" wakes them up in the morning
Television is now so much a part
of its viewers' home life, it puts them
to bed at night and wakes them up in
the morning. At least WBCA-TV, New
York, offers this service to its audi-
ence. Monday through Friday at
1 :00 a.m. it airs a five-minute show
soporifically titled Count Sheep.
Cover girl-model Nancy Berg goes
through a getting-ready-for-bed rou-
tine, commenting meanwhile on topi-
cal events, and giving hints for insom-
niacs before climbing into bed. As
tlii- pretty sleepy -time gal closes her
eyes she counts visible, animated sheep
jumping over a fence.
Englander Mattress Co. has pur-
chased the sign-off show, effective in
December. Count Sheep is slated to
begin its appearance soon on other
NBC stations.
The sign-on companion piece begun
by the station is called The Eye Open-
er and is telecast Monday through Fri-
day from 6:55 to 7:00 a.m. for the
early riser. Humorist and critic Mar-
tin Levin, also dressed in sleeping at-
tire, lampoons the news and brightens
up the day for viewers in an informal,
across - the - breakfast - table approach.
New to the air, the early morning show
has not yet landed a sponsor. * * *
WRVA's 30th year launched
tvith Southern cruise ship
\s a part of its recent 30th anniver-
sary celebration, Richmond's WRVA
sponsored a nine-day cruise to Nassau
and Havana. The ship was the first
ocean-going passenger liner ever to
'-ail from the Port of Richmond, and
the station threw a Bon Voyage party
for the 210 vacationers that drew
8,000 listeners to help send the S. S.
Tradewind on her way.
Other aspects of the celebration in-
cluded salutes to 30 outstanding Vir-
;
WRVA listeners attend Bon Voyage party
ginians, 30 communities in the sta-
tion's primary coverage area and a re-
view of 30 of the state's industries. A
letter-writing contest and a beauty and
baby sweepstakes gave the listeners an
opportunity to share in the celebration,
and an hour-long commemoration
broadcast was also featured. Besides
all of the state's living ex-governors,
several persons who were on the sta-
tion's inaugural broadcast appeared on
the show with CBS Radio personality
Galen Drake. * * *
Texas tv station boasts
remote rainfall indicator
To give weekend sports enthusiasts
and vacationers an advance look at the
weather picture, Fort Worth's WBAP-
TY has installed what it believes is the
first remote rainfall indicator designed
for tv. Patterned after the precision
devices used by the Weather Bureau,
the indicator is mounted on WBAP-
TV's roof-top weather station with an
electrical connection to the studio
weather board and a dial to indicate
the rainfall.
The station gives its weekend fore-
cast on Thursdays via Weatlier Tele-
facts, though the official Weather Bu-
reau forecast is never more than two
days in advance. * * *
Briefly . . .
Another harbinger of color tv was
the recent announcement by Magna-
vox that it has opened its second school
66
SPONSOR
tu train servicemen in the repaii "i
coloi t\ sets. I he Bral school opened
.1 ghoi i time ago in San Francis* o and
the compan) plana to set up more
throughout the countr) .1- color Beta
become more aumei oub.
Need foi the new s* I Is stems from
the (act that color circuitrj 1- vast!)
different from those of the black-and-
white sets, reports Magnavox's general
service manager, l!.t\ Yeranko,
Butte, Mont., was treated t" a "Tele-
vision Week" last month l>\ the Pa-
cific Northwest Broadcasters. Object
ol the promotion was to sell more tele-
vision sets in the area. The group
printed banners plugging the event and
offered them to local dealer- with a
promise to plug the week with radio
ami tv announcements.
All tv dealers in the 1 it\ were in-
vited to a luncheon at which the cam-
paign was promoted, and then it got
underway. In a single day one dealer
sold 1(> sets; another more than 10.
A third dealer ordered a carload of
seta, plans an announcement schedule
to sell them.
1 he promotion cost the broadcasters
about $250 and they consider the
money well spent because it made the
community conscious of their fall pro-
graming schedule.
New WI.W. Cincinnati, program,
The World Now, providing local-level
listening service a la Monitor, kicked
off 6 November. Program will be sold
under unique Certified Audience Plan.
Shown in picture with promotion piece
for "C.A.IV* are. left to right: Dick
\ll ten of the Midwest's favorite programs
and seven of the ten most popular television
grogram- in the U.S. are carried l>\ South
end's WSBT-TY! Is it an\ wonder that more
dials here are tuned to Channel 34 than to
any other— and that no other station. I HI' or
VHP. whose signal reaches the South Bend
Market even comes close to W SBT- T\ in
share-of-audience!
Prosperous 14-Coonty Coverage Area
Population of WSBT-TYs coverage area i»
814,660 (248.900 home-). Total Effective
Buying Income is $1,342,802,000.00. \nd
family income in the South Bend Metro-
politan \rea is 5th highest in the Nation!
95% of TV Homes Equipped
to Receive WSBT-TV
No I HP conversion problems here. Before
WSBT-T\ went on the air. sel owner-hip wa-
only 2')'. Immediately after, it jumped to
BO^ir. Todav many sets in the area are equipped
to receive only one I IIP -tat ion \\ SB'I-T\ .
Jones, director of client service. Cros-
ley Broadcasting Corp.: John Balnock,
director. World Now; Robert Dun-
ville. president. Crosley Broadcasting:
James Allen, director. World Now;
James D. Shouse. chairman of board.
Croslev Broadcasting.
14 NOVEMBER 1955
67
^^F '1 W
:T
ADIO'F
-====^=T • ^
A
ANOTHER 2D™ ANNIVERSARY FEATURE FROM RCA THESAURUS
RECORDED PROGRAM SERVICES
RADIO CORPORATION OF AMERICA RCA VICTOR RECORD DIVISION
155 East 24th Street, New York 10, N. Y.-MUrray Hill 9-7200 522 Forsyth Building, Atlanta 3, Ga.-LAmar 7703
1016 N. Sycamore Ave., Hollywood 38, Cal.-Otdfield 4-1660 445 N. Lake Shore Drive, Chicago 11, lll.-WHitehall 4-3530
1907 McKinney Ave., Dallas 1, Texas-Riverside 1371
TMKS® 0"CA
II
/ITH
ik
FRANK LUTHER,
AMERICA'S FOREMOST EDUCATOR
THROUGH ENTERTAINMENT
This unique radio show is the culmination
of 25 years of entertainment "know-how"
by the one and only Frank Luther. As a
composer and recording artist, Frank
Luther is known and loved in millions of
homes. As a story-teller and entertainer, he
offers a very special kind of folk-appeal
that makes this show simple and universal
enough for children, warm and
appealing to adults.
You can sill man children and adult-, with this show
because it builds a big, all-family audience with
• Original snugs recorded exclusively lor R( A Ihruturu.
by I r.mk I Utbei . comic songs, ballads, lolk numbers.
holiday songs, s.icred songs, educ.ition.il tunes
it limericks, riddles, jokes .nid character dialogues 10
tickle any youngster's or oldster'* - funny bones.
it Sparkling Safety, Health and Public Serviee
Jingles . . . many of them endorsed by the
National S.ileis ( ouncil.
it Special Birthday Announcements.
it Musical accompaniment by the Tony Mottola Group.
You can sell more children and adults with this
show because sponsors (jet these bi(j F.X'l RAS —
it Frank Luther will record special announcements wherein
he will identify himself with a sponsor's product or service.
it Recorded commercial jingles by Frank Luther provide a
"built-in" extra for participation buyers in local
sponsor categories such as ice cream manufacturers,
supermarkets and department stores, drug stores,
furniture stores, insurance companies and banks,
laundries, frozen custard stores, shoe stores,
bakeries, milk and butter companies.
it Free sales promotion kit to help you
promote and merchandise the show.
The most versa tile
transcription radio show ever —
All voice tracks and musical portions
have been created and recorded for
complete flexibility. A half-hour program
format is provided weekly, plus sample
five, fifteen and sixty-minute formats, so
you can have any length show . . . for
as many times per week as you want!
AVAILABLE ONLY THROUGH
RCA THESAURUS SUBSCRIBER STATIONS
This uniquely different children's program shows
again how RCA Thesaurus and subscriber
stations are first with the biggest, finest,
audience-building programs:
26 different, big-name programs
Fully recorded open end shows
"Shop-At-The-Store" merchandising promotion
2,000 commercial singing jingles
Complete weekly continuity service
Listener-selling recorded sell-effects
Voice-tracks, brochures and 52 new
releases every month.
For complete information about The Frank Luther
Fun Show and other RCA Thesaurus big-star shows.
ask your radio station or write, wire or call your
nearest RCA Recorded Program Services office.
Dept. S-ll. today!
/f you want
NEW ENGLAND'S
use
yours/iareof
N0.1 MARKET
rciarsn
BOSTON
{Continued from page 24)
Another incident — new, different, and exciting — recently
was an off-tv Person to Person in which Ed Murrow inter-
viewed Hollywood producer Sam Goldwyn at a Radio and
Television Executives' Society luncheon in New York. Lis-
tening to Mr. Goldwyn's simple, basic, down-to-earth answers
to Murrow's questions, I was impressed with the notion that
Sam Goldwyn is about as different from the sensational novel
concept of a major Hollywood producer as a man could be.
He has a talent for stripping every issue down to its essen-
tials. Murrow asked him what the television networks might
do to induce him to try his hand at tv.
"'What would I prove?" said Goldwyn. "It takes me years
to find a story or a property I want to do. And then it takes
me years to do it the way I think it might be good. It costs
millions of dollars. What could I do for television, working
like that?"
What about new talent, asked Murrow. How does new
talent get a break?
"Well, fellows like me," said Goldwyn, "we have to take
a chance on new talent we believe in. Sometimes we're right
and sometimes we're wrong. When I first saw Gary Cooper,
I thought here was a handsome, intelligent young man. May-
be we can do something with him. And it worked out. But
one time we brought a young lady over from Europe, Anna
Sten. On her we spent a million dollars and lost it, and got
nothing but a lot of grief."
At one point Goldwyn was stressing the fundamental im-
portance of the story. Many a story has made a star, said the
producer. But no star has ever made a bad story. In this
connection, he pointed to Robert Sherwood, sitting alongside
him, and said:
"This man, when he wrote The Best Years of Our Lives,
gave me one of the greatest stories I have ever had the
pleasure of doing. He deserves all the credit for the success
of that picture."
Sherwood got to his feet.
"I can't take this sitting down, Sam," he said. "I wrote
some of your biggest flops, too."
This, of course, brought a roar of laughter from the
audience.
Goldwyn waited until the laughter subsided. Then he said:
"Bob, I've had flops without you!" • • •
70
SPONSOR
WOODland-TV is big territory!
Norge, one of the
nation's best known
appliance manufacturers,
is growing greater in
WOODland U. S. A.
In their huge Muskegon Heights plant, the .\nrge
Diiision of BorglTarner Corporation produces the
exciting new Xorge "Customatic", with double-
deep "Handidor" on both freezer and refrigerator
compartments.
Norge expects this year to be the most profitable in its history. Lively merchan-
dising, strategic planning, new products and expanded facilities reflect in the
tremendous activity of 82 Xorge distributors and more than 15,000 retail dealers
across the nation.
Xorge's sales record is typical of the enterprising industries in WOODland's
thriving production area — a rich market that enrompasses Grand Rapids,
Muskegon, Rattle Creek. Lansing and Kalamazoo. This market — with the
country's 20th highest TV set count — is all yours with WOOD-TV, Grand
Rapids' only television station.
WOOD-TV
WOODland CENTER
GRAND RAPIDS. MICHIGAN
GRANDWOOD BROADCASTING COMPANY • NBC. BASIC: ABC. SUPPLEMENTARY • ASSOCIATED WITH
VVFBM-AM AND TV. INDIANAPOLIS. IND.; WFDF. FLINT. MICH.; WTCN-AM AND TV. MINNEAPOLIS. MINN.;
WOOD-AM. WOOD-TV. REPRESENTED BY KATZ AGENCY
14 NOVEMBER 1955 71
# tit ##*/### tJ1»rS ©/ t§t€> UmSm (Continued from page 45)
AOENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYERS AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYE
CRAWFORD & PORTER ADV., INC.
tot Marietta /(/./«.. / I. '">■".'>
Black Pantba ( o.
J. O. Jewell, Inc.
Ma>k St Gay Foo<l Prod.
Fr\n
Drennon I <>< ><l Products
Southa n I iikicI Dough
HARRY
CRAWFORD,
(•JR.
CAROL
PORTER
Southern Airways
S.S.S. Tonic
Tuxedo Club
CAMPBELL-EWALD CO.
Burt Bldg ., II. 3858
Chevrolet }. C. C. THOM
D'ARCY
75 8th St., V f . I h. II815
} J. H.
Lance Foods I KINSELLA
| (VI.
J VOORHIS
DAY, HARRIS, HARGRETT & WEINSTEIN
40 16th St., A. W„ EL 4824
MARVIN DAY
DANES
HARGRETT
AUDREY
FERGUSON
HOLT
GEWINNER,
JR.
BEVERLY
KIRVEN
EASTBURN-SIEGEL ADV.
6*3 Spring St., N. IF., VE 4707
x. u c ■ w u 1 MEL FINKEL
Monarch Sewing Machines 1 mrs. TROY
Kitchen Magic Co. L COX
MiUer Hi-Life Beer J |AMineman
HARVEY-MASSENGALE, INC.
Walton Bldg., WA 9117
"I R. WINSTON
Tetterine I HARVEY
f R. WINSTON
J HARVEY, JR.
DILLARD JACOBS
1 145 Peachtree St., N. E., AT 7991
Calotabs Co.
BGO \ J- F- JACOBS
BQR ' P- W- SMITH
KIRKLAND, WHITE & SCHELL
101 Marietta St. Bldg., LA 3682
Gordon Foods
J. A.
KIRKLAND
FRANK
WHITE
JAS. B.
SCHELL
LILLER, NEAL & BATTLE ADV.
Walton Bldg., CY 6521
Pesco Chemical
Piedmont Airlines
Brock Candy
Colonial Stores
H. W. Lay Co.
National NuGrape
Patten Food Products
Carling Brewing
Life Ins. Co. of Ga.
LOWE & STEVENS
685 W. Peachtree St., N. E , VE 9695
\shmore Sausage Co.
Canton Poultry Co.
Roman Cleanser (SE Area)
C. K. LILLER
WM. W. NEAL
JAMES L.
BATTLE
SARAH
WILLIAMS
BUD WATTS
ROBERT C.
LOWE, JR.
JOHN H.
STEVENS
JULES CLYDE
GERDINC
NELL P.
DONALDSON
CHAS. A. RAWSON & ASSOC.
223 Prachtree St., Whitehead Bldg., WA 3594
Cannoline J. J"? f HELEN
l HI I Mil)
II. 6. SAMPLE ADV.
102 Glenn HIiIk-. il. l<> t>t
Bryant Packing Co. '
Eelbeck Milling Co.
Dothan Peanut Oil Co.
Cloverleaf Creameries
J. WALTER THOMPSON
Palmer Bldg., 41 Marietta St., \
H. C. SAMPLE
JACK VELLER
W., CY 1744
RUSSELL
FRANK
CARLSON
TUCKER WAYNE & CO.
1175 Peachtree St., N. E., AT 3856
White Ice Cream
Capudine
American Bakeries (Merita)
Creomulsion
Southern Bell Tel.
Southern Dairies
TUCKER
WAYNE
MRS. C. C.
FULLER
MISS ANN
BENTON
BURTON E. WYATT & CO.
First Natl. Bank Bldg., MA 1121
Standard Oil of Kentucky \. B. E. WYATT
CHICAGO. ILL
AUBREY, FINLAY, MARLEY & HODGSON
230 A. Michigan Ave. (1), Financial 6-1600
Double Cola ]
Williamson Candy I CENE
International Harvester J FROMHERZ
BBDO
919 N. Michigan Ave. (11), Superior 7-9200
Murine ] RUSSELL
Peter Hand Brewery ( Meisterbrau ) I TOLG
1 :u t, j (CORA
Zenith Radio J HAWKINSON
BEAUMONT & HOHMAN, INC.
6 A. Michigan Ave., Central 6-4230
, CLARKE
I TRUDEAU
Greyhound Buslines l JEAN
HECKSCHER
> W. W. O'NEIL
WALTER F. BENNETT CO.
20 N. Wacker Drive (6), Franklin 2-1131
Assemblies of God ] WALTER
Light of Life Hour L BENNETT
„.„ _ , (JANE
Billy Graham J GUNTHER
GORDON BEST CO., INC.
228 N. LaSatle St. (1), Slate 2-5060
General Finance ") E A TRiZIL
Milner Products I FRANK MOOR
Maybelline f RICHARD
I BEST
Helene Curtis J j^y KNICHT
E. H. BROWN ADV. AGENCY
20 A. Wacker Drive (6), Franklin 2-9494
Funk Bros.
Southern Farmer
R. CRABB
ELLEN
Pralt Food | KORNGIEBEL
BUCHEN CO.
44)0 W. Madison St. (6), Randolph 6-9305
Oliver Tractor ") WIS FISHER
Fairbanks-Morse I HOW,ARD
, , . , ' ROSE
Club Aluminum J LEE CARLSON
LEO BURNETT CO.
360 y. Michigan Ave. (1), Central 6-5959
Corastock Canning
Toni
Tea Council
Pure Oil
Buster Brown Shoes
Pillsbury Mills
Farina
Mars, Inc.
P & G (Lava, Joy)
Bauer & Black
Kellogg
Pfizer Feeds
Globe Mills
Santa Fe R. R.
Converted Rice
Green Giant
Marlboro Cigarettes
Heileman Beer
DICK COON
BOWEN
MUNDAY
HELEN
STANLEY
KEN FLEMIJ
JOHN HARPI
KAY MYER.'
JOHN BODE
REX FRENCI
NICK WOLI
PHIL ARCH1
DAVE
ARNOLD
HAL TILLSt
DICK
FOERSTER
HARRY
FURLONG
ESTHER
RAUCH
JOHN
DEACON
CARL GLYF1
CALKINS & HOLDEN, INC.
333 ,V. Michigan Ave. (1), Randolph 6-3830
Berlitz School of Languages
Amboy Milk Pr
nguages \
Products (
MICKIE
HARRINGTO
CAMPBELL-MITHUN
919 N. Michigan Ave. (11), Delaioare 7-7SS3
American Dairy Assoc.
Charmin Paper Mills
John Morrell
MINNIE
KAPLAN
ELSIE
LAUFER
CLAY
ROSSLAND
CHRISTIANSEN ADV.
135 S. LaSalle St. (3), Central 6-2434
Allstate Insurance ) MARTIN
Bruce Cleaner ( FRrJz„._„
> PAT BIRD
COMPTON ADV., INC.
141 W. Jackton Blvd. (4), Barriton 7-6935
Garst & Thomas Hybrid ) WM. B. HI1
Seed Corn ( BEVERLY
seed Corn j HALDEMAN
D'ARCY ADV.
8 S. Michigan Ave. (2), Central 6-4536
1 BETTY
Standard Oil of Indiana , jj^ATT^
J RAN DUNNEI
DANCER-FITZGERALD-SAMPLE
221 N. LaSalle St. (1), Financial 6-47O0
Pfaff Sewing Machine ] BARRY PIC
Consolidated Products }. KATHERINE
Sterling Insurance J
ROACH
W. B. DONER CO.
203 N. Wabash Ave. (1), Dearborn 2-4676
Tavern Pale Beer
Plastone
1"
fK<
KOSTMAN
Mail Order J
DUGGAN-PHELPS
307 y. Michigan Ave. (1), Randolph 6-1076
Consolidated Drugs
Lanolin Plus
FRANK
DUGGAN
GEORGE
LEARY
WILLIAM
CLINE
NORMAN
PHELPS
0t
I o-:
fwi
ERWIN, WASEY & CO.
230 y. Michigan Ave. (1), Randolph 6-4952
Knox-Carbon
Hyde Park Beer
Stag Beer
Chamberlains Lotion & Ayds
Clyman Canning
Dad's Root Beer
JOHN GWYN
f HELEN WOO
72
SPONSOR
Listing continues page 76 ►
For outstanding service to Georgia
agriouilfuire trie top radio a^Ararci goes
to "W"SB, trie Voice of trie Somtri
K • |
I Ins award was made by the Georgia Farm Bureau Federation
on October 10 in recognition of WSB Radio's progressive and
active farm programming for the betterment of Georgia
farmers and farming in 1954-1955. It is another laurel to
be added to the scores already earned by WSB Radio
throughout thirty-three years of broadcasting in the
public interest. No other Georgia radio station — or
economical combination of Georgia stations — gives advertisers
an audience as large and as loyal as does WSB Radio.
NBC affiliate. Represented by Edward Petry k
Co. Affiliated with the Atlanta Journal and
The Atlanta Constitution.
ATLANTA
14 NOVEMBER 1955
73
Y
5^
If you have trouble identifying these people there
are more than 40 million of your fellow citizens
who can do it for you.
Each of them became famous faster perhaps than
anyone else in history. Outside the intimate circle
of their families, friends and neighbors no one had
ever heard of any of these people until a Tuesday
night at 10 o'clock. Thirty minutes later each of
them was known throughout the United Stat'
They became famous so fast for one reason — the
phenomenon of television, and more specifically,
a phenomenal television program.
Today television is the shortest distance between
obscurity and fame. This popularity applies not
only to people, but to the products they use and
the companies that manufacture them.
Many of these companies are convinced that CBS
Television is the quickest path to popularity in
all television. They know that day and night CBS
Television broadcasts the majority of the most
popular programs. They know too, that on the CBS
Television Network they can reach their custom-
ers at a far lower cost per thousand than on any
other television network. These facts may help to
demonstrate why the largest single advertising
medium in the world today is CBS TELEVISION.
AGENCY, ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS AGENCY. ACCOUNTS, ADDRESS 1 PHONE TIMEBUYERS AGENCY, ACCOUNTS. AUUKESS &. PHONE TIMEBUYE
FIRST I MUD BROADCASTERS
201 N. Weill St. (6), Randolph 6-7800
, HUGH RACER
Willard tablet } maryellen
CONVERY
FOOTE, CONE & BELDINC
155 E. Superior Si. (11), Superior 7-4300
Armour
Beatrice Creamery
Hall Bros. Cards
Libby McNeill & Libbj
(Pineapple Juice)
S. C. Johnson & Sons (Carnu)
GENEVIEVE
LEMPER
CWEN
UARCEL
DOROTHY
' FROMHERZ
ROHERT
HUSSEY
RITA HART
CLINTON E. FRANK, INC.
Merchandise Marl (54), Whitehall 4-5900
Reynolds Metals 1
Quaker Oats [ jack
Dean Milk J. MATHEWS
ToniCo. (Pamper Shampoo) j HELEN DAVIS
Fould's Macaroni I
FULLER & SMITH & ROSS
105 W. Adam, Si. (3), Andover 3S041
Ferguson Tractors ) CHARLES
Keystone Fences j BILLINGSLEY
GLENN-JORDAN-STOETZEL
307 N. Michigan Ave. (1), Slate 2-8927
„ „.. . 1 R. R. ROZEMA
Christian Reformed Church \ GEORGE
j McCIVERN
GOODKIND, JOICE & MORGAN
919 N. Michigan Ave. (11), Superior 7-6747
Planters Peanuts and Peanut Butter
Illinois Canning
FLORENCE A.
NEIGHBORS
GRANT, SCHWENCK & BAKER
520 N. Michigan Ave. (11), Whitehall 3-1033
JAMES E.
SCHWENCK
FRANK
BAKER
Bankers Life & Casualty \ BETTY
ARMSTRONG
MARSHALL
EDINGER
TOM ELVIDGE
GRANT ADVERTISING
919 N. Michigan Ave. (11), Superior 7-6500
Monroe Chemical (P
Dr. Pepper j
mil. mi Dies) j
FRED
NORMAN
GEORGE II. IIARTMAN CO.
307 N. Michigan Ave. (1), Stale 2-0055
Mystik Tape
Bcrghoff Beer
Joanna Western (TV)
Manchester Biscuit
Sawyer Biscuit
VIRGINIA
CALDWELL
HENRI, HURST & McDONALD
121 W. Worker Drive (1), Franklin 2-9180
Ready-To-Bake
Trior 1
(Puffin) j
LAURA HALL
H. W. KASTOR & SONS ADV.
75 E. Waclcer Drive (1), Central 6-5331
Infl Milling (Robin Hood Flour) 1 J(M WfSJ,
P & G (American Family Flakes) f john TRICE
Union Starch & Refining | HARVEY
Pennant Syrup j MANN
LAUESEN & SALOMON
520 A'. Michigan Ave. (11), Superior 7-0738
Dulane Corp. j BOB
Sylcon Corp. I SALOMON
EARLE LUDGIN & CO.
121 W. Wacker Drive (1), Andover 3-1888
Rath Packing
Rit and Shinola
Manor House Coffee
Stopette Deodorant
Wrisley
Linco Bleach
Bendix
MARK T. MARTIN CO.
59 E. Van Buren, Harrison 7-9199
JANE DALY
RUTH BABICK
KAY MORGAN
MARILYN
BEILEFELDT
Churches of Christ I GLADYS
I JOHNSON
THE MARTIN CO.
201 \. Weill St. (6), Dearborn 2-5910
Amion ) g_ j_
Reber Packing j LEWINSKI
MAXON
664 N. Ruth St. (11), Whitehall 4-1676
LES SHOLTY
Hotpoint I PAUL KELLY
DICK LARKO
McCANN-ERICKSON
318 S. Michigan Ave. (4), Webster 9-3701
Milnot '
Derby Foods
Swift's Ham & Bacon
Swift's Swifties
Swift's Ice Cream
JOHN COLE
PAT
CHAMBERS
ESTHER
ANDERSON
HOWARD
HELLER
PAT CRAY
EVELYN VAN-
DERPLOEG
ARTHUR MEYERHOFF & CO.
410 \. Michigan Ave. (11), Delaware 7-7860
Owen Nursery '
Wrigley Chewing Gum
111. Meat (Broadcast Corned Beef
Hash & Redi-Meat)
Brach Candy
Myzon
D-Con
Heet (Demert & Dougherty)
Ratner Promotions
MacFARLAND, AVEYARD & CO.
353 N. Michigan Ave. (1), Randolph 6-9360
. „ . BEVERLY
Alemite Corp | HICKS
Drewry's Ltd. L BUD TRUDE
Zenith Hearing Aid JAMES
J SHELBY
C. WENDELL MUENCH
75 E. Wacker Dr. (I), Financial 6-3481
Fox De Luxe Foods
Monarch Beer
Visking Corp.
VICTOR
FABIAN
NEEDHAM, LOUIS & BRORBY, INC.
135 S. LaSalle St. (3), Stale 2^151
Campbell Soup
Phenix Foods
Household Finance Corp.
Johnson Wax
Parkay Margarine
Nesco, Inc.
Kennell Products
Morton Salt
Wilson— (Canned Meats and Soap
Sporting Goods)
Monsanto Chemical
DON
DeCARLO
PAT
BROUWER
ARNOLD
JOHNSON
OLIAN & BRONNER CO.
35 E. Wacker Drive (1), State 2-3381
American School
Atlas Beer
Edelweiss Beer
Beltone
Sealy Mattress
Princess Pat Cosmetics
KAY
KENNELL*
O'NEIL LARSON & McMAHON
230 N. Michigan Ave. (1), Andover 3-4470
w , . -. NELSON
Mail Accounts ) McMAHON
Imdrin (Rhodes) (GRACE
; MORAN
PRESBA, FELLERS & PRESBA
360 N. Michigan Ave. (1), Central 6-7683
Flex-o-Glass
Olson Rug
Hi-Life Dog Food
WILL PRESI
CHARLES
DABNEY
FRANK STE
GRANT SMIT
GLENDA
ALLEN
REINCKE, MEYER & FINN, INC.
520 N. Michigan Ave. (11), Whitehall 4-7440
CBiQRR) WALLACE
Anco Windshield Wipers j MEYER
L. W. RAMSEY CO.
230 N. Michigan Ave. (I), Franklin 2-8155
Sawyer Biscuit (Iowa) "1
Mickelberry Sausage I DORQTHV
Squire Dingee [ PARSONS
L. H.
COPELAND
(Ma Brown Products)
Marshall Canning
Brown Beauty Foods
ROCHE, WILLIAMS & CLEARY
135 S. LaSalle Si. (3), Randolph 6-9760
Hardware Mutual
Milwaukee RR
John Puhl Products
Nadinola
CHARLES G.
BRODERSE.N
ROGERS & SMITH
20 N. Wacker Drive (6), Dearborn 2-0020
Little Crow Milling
RAY H.
REYNOLDS
RUTHRAUFF & RYAN
360 V. Michigan Ave- (1), Financial 6-1833
Wrigley Chewing Gum "I
Strong Heart Dog Food )■ ire>*e HES'
American Breeder
Allied Florist
EDMUND
KASSER
ROSS ROY, INC.
307 .V. Michigan Ave. (1), Randolph 6-7000
Lake Central Airlines t. g^^"YA
RUTLEDGE & LILIENFELD, INC.
121 W. W'acker Drive, Dearborn 2-6326
Puritan Foods (Realemon)
National Tea
ANNE COYLI
HARRY SCHNEIDERMAN. INC.
141 W. Jackion Blvd., Webster 9-3924
State Finance ) DORIS
Lane Bryant ( GOLOW
76
SPONSOR
YOU MISS FLORIDA
IF YOU DON'T USE
W*(GT(D)
' V.
Jfii^y ..„
/rom CjfuI/ JLo Ocean • VJainesfiHe JLo Kjkcechobee
Judge for yourself. There are some mighty
pretty figures in the Florida market. For instance,
with a powerful new radio station you reach 1,500,000 peo
pie. These same people huy SI, 443,330,000 worth of
products each year. Tourists swell the coffers with an
additional §630.000.000 annually.
The residents of the W«GTO coverage area cruise around in
484.000 automobiles while another 1,600.000 automobiles
bring in money laden vacationers every season.
This all adds up to a really important market. This is the
market W«GTO delivers.
10,000 WATTS
540 KILOCYCLES
14 NOVEMBER 1955
W°GTO
HAINES CITY. FLA.
PHONE 6-2621
oxcned and operated
by KWK, St. Louis, Missouri
Represented by
WEED & COMPANY
77
AGENCY. ACCOUNTS. ADDRESS «. PHONE TIMEBUYERS
R. n. RIEMEN-
SCHNEIDER,
JR.
SCHWIMMER & SCOTT
SI* V. Michigan Ave. (11), Whitehall 4-6886
hist Beverages
Schutler Candy
Walgreen
Kceley Beer
Salerno- McGowan
Hawthorne-Melody Milk
Spiegel, Inc.
H-A Hair Arranger
Red Dot Potato Chips
Brown Food Processors
RUSSEL M. SEEDS CO.
SI E. Superior St., Mohawk 4-6323
Pinex
Brown & Williamson
(Wings and Raleigh)
Elgin American
W. A. Sheaffer Pen
JOHN W. SHAW, INC.
SI B. Superior St., Mohawk 4-6323
Lehon Mulehide Roofing "j
Armour [ SHEAFFER
Quaker Oats Co. (Corn Meal f BOBBIE
and Pack-O-Tcn)
MERLE
MYERS
VIRGINIA
RUSSET
LANDERS
CHARLES SILVER & CO.
737 N. Michigan Ave. (11), Superior 7-6625
CHARLES
SILVER
Solomon
maxine ziv
SIMMONDS & SIMMONDS, INC.
S20 N. Michigan Ave., Michigan 2-3360
] PHIL
B-l Beverage J. TOBIAS, SR.
I STEPHANY
J SEEDER
SMITH, RENSON & McCLURE
S S. Michigan Ave., State 2-1931
Sterling Beer }JAC|oeder
TATHAM-LAIRD, INC.
64 E. Jackson Blvd. (4), Harrison 7-3700
Armour (Ham, Bacon, Sausage)
Simoniz
Toni (Bobbi)
Wiedemann Beer
General Mills (Korn Kix,
Surchamp Dog Food)
Swanson Chicken
Wander Co. (Ovaltine)
Norge
PAUL
SCHLESINGER
JOE PERRY
JIM MADISON
CEORCE
BOLAS
HAROLD
. BENNETT
DON GRASSE
JACK RAGEL
JIM ZITNIK
SYLVIA RUT
BERNICE
McTAGGART
BOB ATWOOD
J. WALTER THOMPSON
■410 N. Michigan Ave. (11), Superior 7-0303
Kraft Foods
Swift & Co. (Allsweet)
Indiana Bell Tel.
Libby, McNeill & Libby
Quaker Oats (Aunt Jemima
Pancake & Cake Mixes) I
Seven-up Bottling I
TURNER ADV. AGENCY
1 01 E. Ontario St., Michigan 2-6426
O'Cedar
E. R. FITZ-
GERALD
ELLEN
> CARLSON
T. V. WATSON
BILL
KENNEDY
KARL F.
VEHE
AGENCY. ACCOUNTS. AOORESS& PHONE TIMEBUYERS
IT. S. ADVERTISING CORP.
23 E. Jackson Blvd. (4), Webster 9-0911
Wilson & Co. Ideal Dog Food '
Wilson & Co. Salad Dressing
Wilson & Co. Bakerite
M & R Mfg. Co. (Sno Bol)
Schulze & Burch
A. J.
ENGELHARDT
AL BONK
C. E. RICKERD
GEOFFREY WADE ADVERTISING
20 X. Wacker Drive (6), State 2-7369
Miles Laboratories I NELSON
(Alka Seltzer, Nervine) f DAVE
' WILLIAMS
WEISS & GELLER
400 N. Michigan Ave. (11), Whitehall 3-2100
Monarch Foods *| JACK BABD
College Inn Foods ^RA
<f MARCUS
Tom Co. f ARMELLA
Cudahy Packing SELSOR
WESTERN ADV. AGENCY
35 E. Wacker Drive (1), Andover 3-2445
FRED PAINE
De Kalb Hybrid Assoc. "1 LIMMERICK
Allied Mills \ DEL GURLEY
Pure Milk Assoc. £• ,w- H£"R
J KEITH FRED.
ERICKSON
WHERRY, RAKER & TILDEN
919 N. Michigan Ave. (11), Delaware 7-8000
Quaker Oats
(Full-O'-Pep Feeds)
CLIFF
BOLGARD
HARRY
BARGER
MARCELLA
O'NEIL
GORDON
HENDRY
YOUNG & RURICAM
333 IV. Michigan Ave. (1), Financial 6-O750
American Bakeries (Taystee Bread ] MARION
Grennan Cakes) | REUTER
Elgin Natl. Watch Co. I RUTH LEACH
l VERA
Marathon (Northern, Waxtex) ("tabOLOFF
Intl. Harvester PEGGY
Borden (Milk, Ice Cream) J McGRATH
FORT WAYNE. IND.
RONSIR ADV. AGENCY )
700 W. Wayne Bank Bldg. \ JOHN BONSIB
CHAMRERLIN-JUNK ADV. )
5233 Coldwater Rd.
DAUGHDRILL ADV. SERVICE
5021 Fairfield Ave., Harrison 9978
CHAMBERLIN
Rosary Hour ^ORRESTV
DAUGHDRILL
WILLIS S. MARTIN CO. } ?AMES H
525 W. Wayne Street
SUEDHOFF ADV.
921 I., ill. Bldg.
HOLTHOISE
CARL
SUEDHOFF
| O. FERBER
RICHARD M.
, KATT
LOUIS E. WADE. INC. ADV. } edward p.
204 Paramount Bldg. ( WADE
' LOUIS E.
WADE
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYE
INDIANAPOLIS. IND.
CALDWELL, LARKIN & SIDENER-VAN
RIPER
BRAD DeMARCAS - RADIO-TV DIRECTOR
KEELING & CO., LNC.
Chamber of Commerce Bldg., Melrose 5-5434
Casite & Hastings )
Wilson Milk J
MARY C. Di;
RUREN ADV. AGENCY , ?fARYBRUBE
966 N. Meridian St. J ^*|«
MUNCIE. IND.
APPLEGATE ADV.
206 Rose Court, 6643
1 M. RAY
u ii u .u. APPLEGATE
Ball Brothers I HARRY BIR
JAMES R
FOX
POORMAN, BUTLER &
ASSOC.
1801 W. Jackson St., 34375
ROB ROBINSON AGENCY
612 S. Elm, 2-2263
SADIE
BOSWELL
BOB
/ ROBINSON
( BOB STASSE
' DON KLOCK
TERRE HAUTE. IND.
POLLYEA, INC.
822*6 Ohio St., Crawford 6707
"j KENNETH
Clabber Girl Baking Powder I j^^P^!^,
K. C. Baking Powder f MARIE
PERSHING
DES MOINES. IOWA
ADCO, INC.
211 Home Federal Bldg., 8-6539
"I ROGER
Felco Feed JOHNSON" ^
FRANKEL
AMBRO AGENCY
314 Shops Bldg. (9), 8-0071
) BILL
j NELSON
CARY-HILL ADV.
20O AIB Bldg., 4-0375
Thompson Seed '
Tones Coffee
Armand
Occo Chemical
DAY. WESLEY & CO.
2818 Ingersoll, 8-0236
FAIRALL & CO.
830 Liberty Bldg., 3-5255
TAMES HILl
TOE LaCAV;
JOAN
ANDERSON
BEN GIBSO>
. DONALD H.
/ WALLACE
( MARY B.
} ALEXANDER
Associated Serum Prod. 1 . _
„ . . _ J JOHN
Sargent & Co. [ McLAREN
Fox-Bilt [ROGER
Corn King BARNETT
J. M. HICKERSON, INC.
2021 Grand Are., 2-0221
Townsend Engineering l RO
MORGAN
78
SPONSOR
Why the media department moved to Cloud Nine...
The elevator operator noticed it first — for the first
time in weeks the media director was whistling.
"What's up, Mr. Timebuyer?"
"I've got it all figured out, Joe, and it's so simple!"
What he meant was that his problem of finding the
radio buy that would give his client (a) a real live
market at (b) sensible cost and (c) with lots of plus
merchandising was (d) solved. KBS!
Cloud nine is a rare place to be, but Keystone
clients are "at home" there, and keep coming back
for more of the same. 60 million listeners in Key-
stone's great 820-station primary coverage area are
your customers in Hometown and Rural America.
• WRITE, WIRE OR PHONE FOR
CHICAGO
111 West Washinjlon St.
STite2 6303
LOS ANGELES
3142 Wilsh.re Blvd.
Dunkirk 3 ?910
NEW YORK
580 Fifth Avenue
Plm7 1460
SAN FRAN CISCO
S7 Post Street
SUtlet 1-7440
COMPLETE MARKET INFORMATION AND RATES
y^ TAKE YOUR CHOICE
A hondful of stotioni or the network . . .
a minute or a full hour . . . it's up to
you, your needs.
(^MORE FOR YOUR OOLLAR
No premium cost for individualized pro-
gramming. Network coverage for less
than "spot" cost for same stations.
j... ONE ORDER DOES THE JOB
All bookkeeping ond details are done
by KEYSTONE, yet the b*st time and
place ore chosen for you.
14 NOVEMBER 1955
79
•i^vtiV's'
.
i * . -
ifJS??3
*sl
t: •
e'ncy on the part of most radio and
men to start and stop with the timebuyer.
Which reminds us of a comment made by a prominent timebuyer
recently. Said he, "I'm pretty much on top of the xxx account.
But my zzz account is different — the account man and ad
manager put their heads together on this one. I can't
roadcast this information, but it's no state secret,
printed media boys play this bit of intelligence 1
tnd radio bovs bark up the vvror
sure-nre way to lose out in the battle tor
werlook the decision-mak<
behind the ad curt;
ortunately, the industry (at long last) is shunting trac
aside. The RAB, TvB, NARTB, station representatives,
salesmen and many others are training their sights
only on the timebuyer but on the people behind tl
timebuver,
'his is
Kttfl
SPONS<
Mi
its editoi
toward the firm head, the ad manage
PONSOR the magazine radio and tv advert
Write for I • like •
il trade pj| >gl"
( ! I I low much il,
(4) ; j well :■ .
[ay Charles Godwin, Bernie Piatt, Norm
Glenn, Ed Cooper, Alan Giellerup or Arnold
Alpcrt tell you more about SPONSOR?
Sure-fire attractions to draw this huge
new audience to KSLA's top-notch local
programming.
I 23 MONTHS 1
I ON THE AIR I
Shreveport's only experienced televi-
sion staff, with 23 months of telecast-
ing to its credit.
BUSINESS IS GOOD in the rich
ARK-LA-TEX MARKET...
More people with a higher spendable income!
Over $203 million in grocery sales, $27 million
in drug sales, $236 million in automotive sales.
77,3 90 farms with a gross income of
$171,155,000.
KSLA'S
316 KW
Market
Picture
Retail Sales $ 876,193,000
Source: SRDS 1955 Consumer Markets 'TELEVISION MAGAZINE
PAUL H. RAYMER COMPANY, INC. Notional Representatives
Now York * Atlanta * Detroit • San Francisco * Hollywood * Dallas * Chicago
SHREVEPORT,
LOUISIANA
Affiliated with
CBS and ABC
82
SPONSOR
AGENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYHIs
HURLEY \l»N -
_-U Ucurttl— IU.lt, 4-6289
jH.
Ill KIM.
J VI K
| III Id I V
I i SSINC 1DV.
V,,< Walnut BUg.. .til*'*
SI. Mill. II .1 Si i .1
1 utheran \ espt h
Bern Poultr, ™ ""^
HENEOI (.11 MUM IN «
>| WIOIK. IN( :.
, ,„,,-r »/./([., 3.121' I
E. M.
MIM (»l (.11
DICK Nil SON Vl>\.
' tonic Tmmpl*, 0-6555
Viking lin! IMc K Ml son
I I s s()\
M>\ 1)1 Kl (.(.I 11 ADV. CO. ) .1. id... i u
■MO Locust, 3-3185 \ GUS
' STKAI'SS
R. J. TRI I'I'l. ADV.
/ ten. Bldg. (9 ). 3-7427
1(1 ^- J
Ho.pi«lS«vi« JjMJj
U U I Ml. ADV.
.•I.' »f.i..»ii<- Temple, 4-8173
Hybrid Corn Chicks |.5£S
VI A I I. ACE
Y V. WINTER ADV.
1106 Paramount H/./c.. 4-9154
] .V A.
tsburj I abs I HARi
Dr. Sal'
LOUISVILLE. KY.
WINTER
RVEY
j BROWN
FRED BECKER ADV. AGENCY
100R Washington Bldg., Wabash 5268
I imoln Income Li
Paramount Foods
FRED
fc Ins. 1 BFCKE
s, Inc. j Ror.KP
FRED
KER
| | ;
M VIH-ON
DOE-ANDERSON ADV. AGENCY
Hmriin Brown Bldg., WA-3193
Commonwealth I.
1 ederal Chcm
-ife Ins. |
ical Co. j
DOOLEY ADV.
310 W. Liberty, Jackson 0238
LJIM DOOLEY
FARSON, HUFF & NORTHLICH, INC.
111(1 Republic Bldg., Wabash 3227
Delraonico Foods
Cochran Foil Co
1 ) WH. S.
. j KNAPP
M. R. KOPMEYER CO.
Kealty Bldg., Amherst 1641
. M. .R.
Arkansas Rice Growers ) KOPMEYER
Oertel Beer I WILLIAM H.
' HILL
Ml LLICAN CO., INC.
310 W. Liberty, Clay 8883
LIN Railroad \ H^RD
W. J. SMITH COMPANY
Martin Broirn Bldg., 14-2163
Aubrey Feed Mills J.
14 NOVEMBER 1955
AI.INCY. ACCOUNTS. ADOHESS A I' HUN I I IMI HUYI Ms
NEW ORLEANS. LA.
vit rill i; \D\. SERVICE
li„, u.l „/ I,,,, I. iii.u . t-'H Mafaafaa, Canal
\ni.Miii Poods
Willi Hon i i
II... i
JOHN
MM III I.
I'll II. ^
Kim.I I1.-.-I | MtKIII M
li VI I lll.l IN \l>\. INC.
ii)jr, ii.l,,-,,,,,, ii„„k Bldg., Caaal ■'• "■ '
R \|.lo fc I\ (I \KKI SAI MON.'JR.
on ii k Rice
Wri( hi (tool Be i
I mi \ii.i s. ii.nl Oil I Shortening
1 1 . .N.i mi 111. i.l PIERRE
I ,, M.h Market ( off© N "
Dixit Bee
Sub Ross. Deodorani
K11114 Ki.n.'ii Meats
BRINCKERHOFF £ WILLIAMS
<>2ii (.... . %;. hoUt, < '•"«' 6*1*
Dr. in In inn's Antiseptic I auhhi •*
Browns Velvel I" Cn mi 1 WILLIAMS
FITZGERALD ADV.
/,-. I irele Bldg., Tutojm 3131
Southern Shellfish
Freedom Motor Oil
Alaga Syrup
Pan Am Gasoline
Snow Drift, Crustene
Wesson Oil
Jax Beer
Blue Plate Foods
Godchaux Sugar
Water Maid Rice
Jet Dog Food
MILTON HANSMAN AGENCY
it 2 l.aux Manor Drive, CE 9267
JOE KIL-
LEEN, JR.
MARIE
O'MEARA
GLORIA
BONIN
BILL
THOMAS
Chiscsi Packing Co. 1
Monogram Wine l
ROBERT KOTTWITZ, INC.
540 tudobnn Bldg., Canal 8158
National Foods |
Kam Dog Food i
WALKER SAUSSY CO.
Texas Co. Bldg., 17th Floor, 1501 Canal St., Canal 921 2
Regal Beer (Fla.) ] WALKER
Luzianne Coffee SALSSYhields
Tulane Shirts f STANxeY
Sans Souci J STARR
SEWELL, THOMPSON & CAIRE
315 St. Charles Ave., Tulane 2251
Morning Treat Coffee "I
Fungo \ RONNI
General Gas f CAIRE
Elmer Candy Co. J
TRACY-LOCKE
T.xaeo Bldg., 1501 Canal St., CA 9278
1 KVN
Regal Beer I BROWMNT.
JACK BB ■
A. M. SIMCOCK CO.
>28 Canal. Tulane 1684
Dubon Foods
Insta-Crete
World Sew Vac
At.lNlY At COUNTS. ADDRISS 4 PHONE TIMIBUYI HI
s|(lM Ml \ I N-. CO.
mil Crmoimr, Wac...l..i Ir.iit
I
J. I tLTEH THOMPSON
fnlarnaflonal li",l. Mart. I ..!,,. ■
It. mi li I
B I..M
III I in\
lil\n>
r Co.
i'»i kvicr
I M K
I I I I U II I II
w rUTLOCK-SWIGART IN< .
//.'/ /'..>./,. . / larasi -'I t"
K U)IO v I I 1»IK II \\M FON1 UNI
BALTIMORE. MO.
CAHN-MILLER
( L. Jlil, s, . II. I,,,.,,, i 5-2S20
W. B. DONER A CO.
22.> U ■ Faymtts St., Mulbarrj r,-IHOO
National Bohemian ) [jjf^jjf*1
AGENCY MANAGER ■ IHKI'.IKI I RIF.D
I i\li HI Uk LOUISE < ROCKER
JOSEPH KATZ CO.
lO W. Chase St., Lexington 9-1500
SPACE U TIME BUYER -JEAN MITCHELL
American Oil "I
Chas. Antell I jj v\
Madera Wine it liquor f Ml K III I I
Maryland Pharmacal (Rem & Rcl) J
KAUFMAN-STR01 SE, INC
130 W. Hamilton St., Saratoga 7-2111
Kl IF & FELDSTEIN
233 E. 25th St., TV 9-1485
S. A. LEVYNE CO.
343 St. Paul Place, Mulberry 5-3390
Baltimore Paint & Color
Cat's Paw
Recipe Foods
Jl M
j m.i i iM.itr
EDWARD PRA6ER U)V. \<.l \< >
(()(/; V. lalrert St., Vernon 7-2525
Webster Clothing (Brooks Clothes) } ^-'JJ't'i'n
V\Ns\NT. DIGDALE & CO
15 E. FayttU St-, Castaatoa 9S40Q
Crosse & Blackwcll
Fram
F. S. Roystrr Guano
San Giorgio Mac. Inc.
Fi-rvw
ROBI I! I V.
Faco Products, Inc. ' R|TA
American Brewery, Inc.
Black & Decker. Mfg. Co.
Sakrctc. Inc.
I s FJtC.
BOSTON. MASS.
U.l.ll I) vi)\ . IGENCY
lOO Bmjlmtau s,.. Ill 2-ttoo
Beacon Wax
Floor Wax
Furniture Polish
HOWARD
SfLAMRVN
83
AGENCY. ACCOUNTS. ADDRESS <v PHONE TIMEBUYER8
\It\OI I) & CO., [N< .
261 H 5l /(' S-1220
Supermarket
( bain)
Daint) Dol Hosiery I ARNOLD Z.
Duran < onf« lionery f ROSOFF
I ormaid Company I Bras!
North Vmerican Packing
BBDO
it, 2 BoyUlon S«., I <> 7-78O0
Ml in \ DIR 1 I 1/ Mil I II PARSONS
i National Bank
Hum. .ii i rings
ierrj Mutual Insurance Co. | george
Savings Bank Asso. of Mass. I WRIGHT
l nderwood Deviled Ham I
\. u l ngland < oke
N, vi England Mutual I ife Ins. < o.
BENNETT & NORTHRUP INC.
71 J BoyUlon M .. Kt 1,-3820
James O. Welch (Confectionery) 1
Kyanize Paints \
BADGER, BROWNING & PARCHER, INC
75 Federal St., LI 2-3364
Schrafft Candies "1 frank
Parker Brothers (Games) I BROWNING.
Star Markets JR-
AL BLAGK AGENI Pi
260 Tremont St., Hancock 6-1000
MEDIA DIR. n\N ( OMRAS
Seymour Chevrolet
Wilson Lines (Excursion Boat)
Boston Cinerama
E. M. Loews
I oxboro Raceway
BRESNICK & CO.
216 Tremont St.. LI 2-7751
Hathaway Bakery (Life Bread)'
Keystone Mfg. (Cameras)
Emile Bcrnat & Sons (Yarns)
Garland Knitting Mills (Sweaters) GEORGE T.
Green Shoe Manufacturing l CARF
Jay Shoe Manufacturing
Rose Derry (Mattresses)
A. Sandler & Compam shoes
J I I UN BRIGHTMAN CO.
702 Beacon St.. CO 6-0430 & 6J143I
Clinton Clothes "1
Northeatsern Distributors (Appliances) K IShl^L.. ..,
». r ,, n . » .. . . ~ 1 BRIGHT .MAN
Norfolk Paint & Varnish Co.
II \BOLD CABOT & CO., INC.
136 Federal St., HA 6-760O
MEDIA DIR.-DAVID R. WILLIAMS
H. P. Hood & Son (Dairy Products)
N. E. Tel. & Tel.
S. S. Pierce (Food Products,
Overland Cigars)
Carling's Beer & Ale
Clicquot Club (Beverages)
Boston S: Maine
Boston Consolidated Gas Co.
Allied Gas Companies
N. E. Electric System
Stone X: Webster Engineering Corp.
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
CHAMBERS & WISWELL, INC.
250 Par* Stptarm Hide., LI 2-7565
Ml Dl \ D1K HELEN ( HORRIG VN
|..lm I. Cain i o. I Potato (hips) '
Hospital Brand I < ougb Drops
( lm ml. t 1). .ili is ASSOI iation
S. C. Clayton < ompan] i/.arex)
( urtis Bros. Blue Label (Ketchup)
Habitant Soup
Vdams it Swett Rug Cleaning
Kimball Company I Ki .1 ( .m>
Refresh-R I
William I ih in 's it Company
\\ luting's Milk
Rum ( raft Greetings
Food Specialties Vppian U .iv Pizza)
Ingcrsol Products (Canned ( hicken)
Northeast \irlines
Prudence Food Products (Canners)
Webstei rhomas Company (Matchless
Brand Food Products)
Narragansett Racing Assoc.
JAMES THOMAS CHIRURG CO.
114 Park Square Bldg., HA 6-7310
MEDIA DIR.-HERMAN \ UK \l MULLER, JR.
Better Heat Council
International Shoe Co. (Sundial)
Hogan I ire
\il.i-. Plywood |
DOREMUS & CO., INC.
53 Stale Si., LA 3-O770
MEDIA DIR.-Rl IH SIMONDS
Automatic Heating Corp. (Timkins
Silence Automatic)
Cities Service of Boston
H. J. Seller's Food Products
Pastene Wines
Pepperall Manufacturing Company
Diamond Match
JOHN C. DOWD, CO., INC.
208 Park Square Bldg., HC 2-8050
MEDIA DIR.-WILLIAM H. MONAGHAN
Cott Beverages
Megowan-Educator Foods
Walthnm Watch |
Albany Carpet Cleaning I
Babijuice Corp. I
First National Stores
Boston Edison Co.
Boston Globe
P. H. Revell-Zippy Starch
Martin L. Hall (Victor Coffee & Tea)
Harvard Brewing
House of Old Molineaux (Wines)
R. G. Sullivan 724 Cigars
Sweetheart Cosmetics Co.
HARRY M. FROST CO., INC.
260 Tremont St., LI 2-6140
Nash Dealers Assoc. )
Gentle's Baking Co. I
Daggett Chocolate Co. |
Winslow Potato Chips |
Gorton- Pew Fisheries f
LePage's Inc. (Glue) f
National Cranberry Assoc. I
Durkee-Mower Inc. (Marsh-
mallow Fluffl I
Suffolk Downcs Race Track J
HOAG & PROVANDIE, INC.
136 Federal St., HA 6-8580
Brigham's Inc. (Candies, Ice Cream)
(Dorothy Muriel)
Deerfoot Farms (Dairy Products)
Diamond Spring Brewery
General Ice Cream Corp. (Scaliest)
Holiday Brands (Instant Coffee)
N. E. Bakery (Harvest Bread)
Suift S: Company (N. Eng. Plants)
HARVEY P.
NEWCOMB
PAUL
PROVANDIE
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYE
H. B. HUMPHREY, ALLEY & RICHARD
INC.
1235 s,,„/Pr Bldg., LI 2-/, 1(H)
Bird it Sons i Rooting products &
floor covering)
M I A
Raleigh Industries (Bicycles)
stetson Shoe
INGALLS-MINITER CO.
137 Yewbvrj v.. (O 6S767
MED1 \ DIR \1 l( f I IDDELL
MAR-k V\N
[ MEOLI
VALE
Groveton Papers (Vanity Fair Tissues
Blue Ribbon Napkins,
paper products)
Moxie Beverages
Kenned] it Company ( reamer] Stores
( harlestown Savings Banks
I .i I ouraine Coffee
Raymond's (Department Store)
Friend Brothers, Inc. (Beans, Food
Products)
O. Donald Hughes tt 1 isher (Tabby
Cat Food)
(.'i.i H.ikiiiK Company (Bakery'
Food Products)
LASKER-RISEMAN INC.
120 BoyUlon St., HA 6-4422, 6-4423
R. H. White (Department Store) ")
Shawmut Tv |
M^'s Appliances I ^
Able Rug Cleaning
Niagra Massage (Products) I
JEROME OTEARY ADV. AGENCIES
115 Chauncy St.. LI 2-1312, 2-1313, 2-1314
Weathermaster ")
Prince Macaroni
Bella Pizzarettes L JEROME
,i ,, i OT.EARY
Warner Bros. (Local) |
Waleco Candv Bars
THE REINGOLD CO., INC.
t>9 Newbury St.. CA 7-7611
Dawson's Beer k Ale ~|
D'Arrigo Bros.. (Andy Boy |
Farm Products) |
Statler Tissues I DOROTHY F.
Table Talk Pies [ STEWART
Nissen's Bread I
Quinn. K. J. (Scuffy Shoe Polish) |
Mr. Boston Distillers I
SILTON BROS., INC.
131 Clarendon St., CO 7-3730
Barcolene Co. (Household Cleaning
Products)
Boston Bonny Fisheries
Cratfsman Insurance
Sears, Roebuck & Co.
Elm Farm Foods
N. E. Provision Co.
Spencer Shoes
Homestead Motors
MARIE
KIDJENSKY
HERMAN W. STEVENS, AGENCY
9 Nncbury St.. CO 7-2757
MEDIA DIR.-SANIO J. CRUPI
Salada Tea '
Haffenreffer (Pickwick Ale 8c Beer)
New Hampshire (Planning & Develop-
ment Commission
Father John's Medicine
Houghton-Mifflin Co.
84
SPONSOR
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AGENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYER8 AGENCY. ACCOUNTS. ADDRESS 4. PHONE TIMEBUYERS AGENCY. ACCOU NTS. AD DRESS &. PHON E TIMEBER
DANIEL F. SULLIVAN CO., INC.
216 Trrmom Si ., Ill 6-7648, 6-7644, 6-764S
I || Snow < .mning Co.
i I Products)
Wonderland Race Track
i- S. k..i»i. Company robi R i S.
Kv\t ( ai Rentals ( sullivan
Granada Wines
Eastern Ma St. Railway
Vi Lit I raining
>l I1IERLAND-ABBOTT ADV. AGENCY
234 Clarendon St., HE 6-1472
Blue Cross- Blue Shield 1
Barrelled-Sunlight Paints i THOMAS R.
Voss's Vanilla f COVEY
American Optical j
GABRIEL M. STERN ADV.
120 BoyUton St., CO 7-036S
Jordan Marsh
The Boston Post
VHes & Fisher Inc. (Cigars)
Kasenof's Bakery Inc.
United Farmers Dairy Products j
Slumberland Products Co. (Mattresses) j
U. S. Trust Co. J
HERBERT S.
STERN
CAMBRIDGE. MASS
EDDY-RUCKER-NICKELS CO.
I Brattle St., 1/jV 4-9300
William Wrigley, Jr. (Gum) "j
Savings Bank Life I , K1 ,, H
Porter Chevrolet | NICKELS
Lewando'S Cleaners I
BIRMINGHAM. MICH
STANLEY G. BOYNTON CO.
159 Pierce St., Midwest 4-2346
„ . „ . STANLEY
Calvary Hour ) BOYNTON
Radio Bible Hour ( MARJORIE
SMITH
BLOOMFIFLD HILLS. MICH
MacMAM S, JOHN tV ADAMS
Midwest 0.1 tWO
BILL
BUSHWAY
Dow Chemical 1 |OHN
Pontiac Motors | HARDIGAN
Cadillac Motors l £HlJCJ£ ..
. c _. (CAMPBELL
S. S. Kresge
Ferry Morris Seed Co.
DETROIT. MICH
BBDO
Penobscot Bldg., WO 5-0620
BROOKE, SMITH, FRENCH & DORRANCE
84t>9 E. Jefferson (14), Valley 2-9700
Hudson Motor Car ) "*•; RUMBLE
\ BILL
Ironntc J HAMMOND
D. P. BROTHER
4-135 Ceneral Motors Bldg. (2), Trinity 2-8250
JOE HENRY
PHYLLIS
Oldsmobile \ BRANCH
AC. Spark Plugs C{J|CKfman
WATTS
WACKER
CAMPBELL-EWALD
Ceneral Motors Bldg. (2), Trinity 2-6200
Chevrolet Motors ] J. J.
IIARTICAN
JIM TELISKY
JOHN
PASSMORE
BOB
CROOKER
Gocbel Brewing
Rhccm Mfg. Co.
United Motor Service, Delco
Battery Div.
CLARK & ROBERTZ, INC.
826 Fox Bldg. (1), Woodward 1-5500
R. J. TER-
Kasco Dog Food and Farm Feed ] BRUECGEN
Citizen Mutual - ™™MAN
Moto- Mower J CAROL
NEWELL
DENMAN & BAKER, INC.
Buhl Bldg. (26), Woodward 1-550O
Vernon Ginger Ale "1
Sunshine Chicks I j?RN.|f,T W
( Is AKhlt
Buhl Sons
Jit.
DeSoto l WOODY
' GROUSE
W. B. DONER CO.
505 Washington Blvd. Bldg., 234 Stale St., Woodward
5-7400
Easy Pop Popcorn ~|
Speedway 79 j ELLEIy
Presto-Whip j. HUAN
National Bohemian Beer
D.W.G. Cigar Co.
GEYER ADV.
14250 Plymouth Bd., Webster 3-5520
American Motors } ROBERT
Nash j CLARK
GLEASON ADV. AGENCY
726 Fisher Bldg. (2), Trinity 3-8181
Aunt Jones Pickels 1
Roman Cleanser I peggY
Kretschmer Wheat Germ | VAN CAM]
Solvintol
GRANT ADVERTISING
290O Guardian Bldg., Woodward 3-94O0
Dodge Motors 1 JIM BROWN
Iodent Toothpaste ( ^YI^?
MAXON
2931 E. Jefferson Ave. (7), Lorain 7-5710
Pfeiffer Brewing 1 J&«™
H. J. Hem/ j RAY REESE
McCANN-ERICKSON
Penobscot Bldg. (26), Woodirard 2-9792
KELSO
Chrysler Div. )TAEGERne
Chrysler Corp. j LIXIE
BILL DAVIS
POWELL-GAYEK, INC.
Penobscot Bldg. (26), WO 1-4321, WO 3-6580
Lee & Cady Packaged Foods | fran
Chateau Wine j URKI Hr
ROSS ROY, INC.
275J E. Jefferson, Lorain 7-3900
Dodge Truck* \ ™*1- H -SI
< RON I'd
RALPH W. SHARP AGENCY
736 Lothrop, Trinity 3-3350
Sliedd Bartush Foods
(Keyko Margarine, Old Style Sauce) v
Frankenmuth Brewing J
J. WALTER THOMPSON
2130 Buhl Bldg., Woodward 2-8890
Ford Division of Ford Motor Company
(Cleveland and Detroit Division)
Blue Brass
W. E.
HAZARD
I It v l\(.
MacKEN,
W. I.
Evans Products Co. I HOI lit N
John w 1
ZIMMER. KELLER & CALVERT
1900 Mutual Bldg.. Woodward 1-9151
Stroh's Bohemian Beer ) fxYDE
FfcM Beet Sugar Assoc. f VORTMA
E & B Beer )
Velvet Peanut Products (
DICK HI II-
BBDO
northwestern Bank Bldg. (2), Lincoln 8401
Doughboy Feed "|
Cream of Wheat |
Gamble Store-. J
Ceneral Mills (Betty Crocker) |
Hormel Packing ;.HALE(H
Northern Pacific RR |
Minnesota Mining j
N. W. Bell Telephone |
Norlhrup-King Seeds J
BOLIN-SM1TH
2652 Lyndale Ave. So., Locust 2609
American Food Plan | >OL WER Cfc
BOZELL & JACOBS, INC.
40I WCCO Bldg.. Main 4527
Fruen Milling
BalmArgenta[KAlKM,
Burma-Shave
BRUCE B. BREWER & CO.
400 Foshay Tower (2), Atlantic 3314
General Beverage of Minn., Inc. "
Cargill, Inc. (Nutrena Feeds)
American Crystal Sugar
Lan-O'Sheen j" MARY AN
Ocona Chicken I SCH~
Nutrena Dog Food
CHARLES
STROTZ
LOV M.
BOOTON
WARREN
MICHAEL'
ALFRED COLLE CO.
2446 Park Ave., Lincoln 0661
RITA
LMHOEFE
SPONSOR
vol mii.iii nun i :ii7.i Mil is i\ 24 mts
III I
AMERICAN RESEARCH BUREAU
February, 1955 Report
CRAND RAPIDS— KALAMAZOO
Number of Quarter Hours
With Higher Rating
MONDAY THRU FRIDAY
7 a.m. — 5 p.m.
5 p.m. — 1 1 p.m.
WKZO-TV
144
83
Station B
56
37
SATURDAY & SUNDAY
10 a.m. — 1 1 p.m.
80
24
NOTE: Survey based on sampling in the following propor-
tions Grand Rapids (45%), Kalamazoo (19%),
Battle Creek (19%), Muskegon (17%).
WKZO TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOOBATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS KALAMAZOO
KOLN- TV — LINCOLN. NEBRASKA
Associated with
WMBD RADIO — PEORIA. ILLINOIS
YOU NEED WKZO-TV
TO SPEED UP SALES
IN WESTERN MICHIGAN!
WKZO-TV, Channel 3, is the Official Basic < l!v [elevisioi]
Outlet for Western Michigan. With over half a million tele-
vision homes in 29 counties, thi< i» one of America's "top-
20" TV markets!
American Research Bureau figures, left, prove WKZO-TV'a
tremendous popularity not only in Kahuna/..,, and Grand
Rapids, l»ut in Battle Creek and Muskegon as uell.
Let Vvery-Knodel fill \<>u in.
100,000 WATTS • CHANNEL 3 • 1000 TOWER
WKZO-TV
Kalamazoo - Crand Rapids
Avery- Knodel, Inc., Exclusive National Representatives
■Donald Hoaley and a five-man team set this ivorld's record in an Anslin-ltealey lOOS, in tnunst. /'A>/.
14 NOVEMBER 1955 89
AGENCY. ACCOUNTS. ADDRESS 4 PHONE TIMEBUYERS A GE NC Y. ACCO U NTS. AD D RESS & PH ON E TIMEBUYERS
CAMPB1 I I MITHUN
Northwestern Bank Bldg. (2), Lincoln 11112 t
Mt I III It II.
I I Ml
lill K
I OK 1ST
III I \ A.
h ISP1 l<
BOB WOLD
IMMI BI.EGEN
M Mil \N
MANZER
Malt o Meal
GoM St il Wai
Hamm'i Beet
1 .mil (> Lakes
Ballard & Ballard
Pilbbury reeds
Pillsbury Country Style Biscuits
Nash Coffee
JAFFE-NAI GHTON-RICB
llill Currie Ave., Main 5465
Scaley Mattress }. SID RICH
RAY JENKINS ADV.
1240 Builders Exchange, Main 4421
Pearson Candy } ™J£^
■V-
G~lney Foods J FREY
53
lies "1
ills \
MARTIN-WILLIAMS, INC.
1212 Roanoke Bldg. (2), Lincoln 0653
Creamcttcs "| ROYCE C.
Larabee Mills MA«T>ENCEI
Rose-Kist Popcorn j WILLIAMS
MANSON-GOLD-MILLER, INC.
1004 Marquette Ave. (2), Geneva 9619
Gilt-Edge Paint ]
Chartex Sales (Mouthwash) \ Seller" *"
Goodrich-Gamble J
NELSON-WILLIS, INC.
Syndicate Bldg., Lincoln 4753
Archer-Daniels Midland
National Tea
CLYDE LAKE
NICOLIN-GOUSHA ADV.
130 South Tenth, Fillmore 6831
King Midas Feed J. BOB NICOLIN
OLMSTED & FOLEY ADV.
1200 Second Ave. S. (4), Atlantic 8166
Russell-Miller Milling
Minnesota Macaroni
Owatonna Canning
Ft. Dodge Labs. J MORISON
VANCE PIDGEON & ASSOC.
Builders Exchange (2), Bridgeport 6801
] VANCE
BOB PYLE
WARREN T.
WAY
BRAD
Gluck Brewing
PIDGEON
J.
WHITBECR
in
\ W
J w
KNOX REEVES ADV.
600 First National Bank Bldg., Bridgeport 7701
Gamble- Robinson
General Mills (Whcaties, Flour)
Art Instructions
Grain Belt Beer
RUTHRALFF & RYAN
2650 University Ave., Midway 7711
Minn. Consolidated Canneries '
Janney Sample Hill
American Pressure Cooker
Blue Cross
Erickson Oil
Rock Spring Soda
SAVAGE-LEWIS INC.
1807 Lyndale Ave. S., Kenxcood 6282
J. F. Anderson '
Kid Owl Stores
Twin (m ( iuvrolet Dealers
Great Western Sugar Company
I In I u.iris Company
I horpe Bros., Inc.
I be Farmhand Company
RUSS NEFF
COY BENDER
PERRY
CHUCK
ANDERSON
BIRTON
BROWN
JIM RAHDAR
LOREN
SORENSON
ERWIN WASEY & CO. OF MINN
523 Hariiu.lt,- Ave. (2), Atlantic 1233
Watkins Products
* 1 WIU
« , win
Peters Meat J BILL nee
, WILLIAM
Ballard & Skcllct \ « 111 TK
KANSAS CITY. MO.
ALLMAYER & FOX-RESHKIN
7<t7 F.. l.imrood Blvd., Jefferson 14O0
Crawfords Maternity Wear
Goldman Jewelry Co.
Wishbone Salad Dressing
BKNN
allmayter
jf:rry
RESHKIN
ARCLEE ADVERTISING
215 Pershing Rd., W. (8), Victor 6450
United Farm Agency J. K-
CHRISTOFER
{EATTY-IIENDERSON, INC.
1 115 Grand Ave., Baltimore 7820
. , HA1
Ashmore Pontiac ( Rpj
I. ingle Refrigeration ( WE
HAROLD
BEATTY
ELSH
HENDERSON
BEAUMONT & HOHMAN, INC.
921 Walnut St. (6), Victor 3063
American Dairies, Inc. ") MONT-
Hogue Merc. I GOMERY
Crown Coach [ DICK
Percy Kent Bag Co. HALSTEAD
BOZELL & JACOBS
1016 Baltimore Ave., Baltimore 4997
Staley Milling Co. ] BERT
Stanton Construct. Co. I {j™^!^
Parkview Drugs J HUGHES
BRLCE B. BREWER & CO.
900 Walnut St., Harrison 4890
Katz Drug Co.
Faultless Starch
Western Auto Supply
Boyer Chemical
James Dishwasher
Spencer Chemical
Miracle Green
Skelly Oil
CARTER ADV. AGENCY, INC.
609 Minnesota Ave. (12), Harrison 1356
American Hereford Assn.
Broadway Mtrs.
City Natl. Bank
R. B. Jones & Sons, Insur.
Scidlitz Paint
Missouri Co-op
May Potato Chips
BRUCE B.
BREWER
JACK
f KIRWAN
MARY KLEIN
CHARLES
CARTER
W. G. ROWE
COMER & POLLARD ADV.
3207 Summit, Harrison 3964
Geo. H. Weyer-Surlay
Croft Trailer Co.
Bareco
Universal TV School
CARY-HILL ADV. AGENCY
lt)28 Braadutix, } nlvntine 3754
C. ALEC
POLLARD
Van Chevrolet Co. ~|
Trough-Nichols Co. \ WM. DIETZ
United Austo Sales j
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUY s
ECKENROED & FARDON
9 East 45th St., Logan 2404
Rudy Fick Ford Co. ] VIVIAN
U. S. Cold Storage Co. •. ECKENROE
i o d a i Z (WILLARD
Lyon & Rooney Appliance Centers J FARDON
GALVLN-FERRIS ADV. AGENCY, INC.
329 Dierks Bldg., Victor 1746
Webb Hatchery 1 J.™0.^ c
Columbia Natl. Bank Co., "
heryWE
Inc \ FR
FRED FAR1
JONES & HANGER CO.
612 W. 47th St., Jefferson 2365
Traders National Bank ] frank J0'4
Badger Lumber Co. J BOB in v.
RICHARD LANE & CO.
307 West 14th St., Victor 4232
Sam Schwartz Pontiac 1 D
LAN!
, JOSEPH
Burlington Trading Post ( LAPifjES
CARL LAWSON ADV.
4722 Broadway, Jefferson 5155
Kitty Clover Potato ChipsJOHN R.
Mid-Way Coal IL/WSON^
Dempster Pump J Rogg
LITMAN-STEVENS & MARGOLIN
2201 Grand Ave., Baltimore 2996
Clasen-Morse Chevrolet Co."!
_. . . MARVIN
Diamant Jewelers I LITMAN
Maurer-Neuer Corp. [ MARIAN
Midwest Motors MARGOLIN
MERRITT OWENS ADV.
New Brotherhood Bldg. (11), Drexel 7250
Home Federal Savings & Loan "1 MERRITT
Allvine Dairy OWENS
Nourse Oil f EARL
DeCoursey Ice Cream J ALLVINE
R. J. POTTS, CALKINS & HOLDEN
2233 Grand Ave. (8), Grand 5775
Colonial Hatchery
Cook Paint
Braniff Airways
Interstate Bakery
Pioneer Chemical
Mid-Continent Petroleum, Elko, D-X
K. C. Southern
Pen Jcl
Gooch Feed Mills (Foods)
Coleman Stove Co.
J. B.
WOODBURi
C. C. TUCK
. BILL BREW
r.ENE r>ET>
CHARLES
JONES
JAMES R. REESE ADV.
200 Riss Bldg., Victor 5269
;ds )
ain j
Superior Feeds
Mid-Continent Grail
Great Western Paint i GARDNER
Mid-Central Fish Co. [ REAMES
First Natl. Bank
PHILLIPS REICH & FARDON
1012 Baltimore (6), Harrison 7650
Braemoor 1 JQnN Q
Ball Clinic I REiCH
Benson Mfg. Co. f RALPH PAC
ED FARDON
Natl. School of Aeronautics J
90
SPONSOR
FIVE OF A KIND
ALL DIFFERENT
ALL WINNERS
DALLAS
First in both Hooper and Pulse
EL PASO
•
Highest rated station in radio
history
NEW ORLEANS
•
Tops all independents in
August Hooper
MILWAUKEE
In just 6 months a record breaker
MONROE, LA.
First by far in Hooperatings
A basket full of
prize winners
Pick any one, pick 'em all, each is a winner. Yet, each is dif-
ferent. And the same is true of the five NoeMac stations.
Use one, use them all, you can't go wrong ... for each is
tops in its market. Operating under separate management-
yet all following the same proven pattern of programming
—each is an independent local station giving wide, intensive
and responsive market coverage. Check the ratings, get the
facts, for definite proof that if you have a job to do in a
NoeMac market, you can do it better with a NoeMac station.
For Availabilities, Ratings and Market Facts, call your H-R Man.
FIVE OF
A KIND
OEM AC
N E WS
James A. Noe
STATI O
MUSIC
Gordon B. McLendon
ALL
DIFFERENT
Nationally represented by
H-Pjgfljj
■ •(« roil* (ail
REPRESENTATIVES
'Oil - cttictSO • (OS lamis. Sia fiiadua • ltu»i • iTuaU. aoisioa
14 NOVEMBER 1955
91
Today, advertisers judge good and bad advertising in terms of sales results.
National Spot Radio can get sales — and not stop with building consumer demand
or gaining good will. We have the formula For Selling Americans Today that
demonstrates "how" to use the medium.
This presentation has proved so exciting that many top agencies and
advertisers have arranged meetings with their management men, plans boards,
account executives and creative staffs, as well as their media people. And a great
main have asked for repeat performances, for further inspiration and study!
f you know how to use it
We want to show \ou "how" — with our new
Formula For Selling Americans Today. We're ready
to demonstrate, individually or in group meetings
with planning and creative people — as soon as you
give the word. Why not call or write us today?
EAST, SOUTHEAST
WBZ WBZA
WGR
WW J
KYW
KDKA
WIBL
Host, ,n Springfield 51,000
Buffalo 5,000
Detroit 5,000
Philadelphia 50,000
Pittsburgh 50,000
Syracuse 5,000
wese
Charleston, S
C.
5,000
WIST
Charlotte
5,000
WIS
( olumbia, S.
c.
5,000
WPTF
Raleigh — Durham
5(1,00(1
WDBJ
Roanoke
5,000
MIDWEST, SOUTHWEST
WHO
Des Moines
50,000
woe
Davenport
5, 1
W DSM
Duluth — Superior
5,000
WDAY
Fargo
5,000
W'OW'O
Fort Wayne
50,000
WIRE
Indianapolis
5,000
KMBC-KFRM
Kansas City
S, HI III
KFAB
Omaha
50,000
W MBI)
Peoria
S.ooii
KFDM
KRIS
W BAP
KENS
MOUNTAIN AND WEST
KBOI
KVOD
KGMB-KHBC
KEX
KIRO
Beaumont 5,
Corpus Christi 1,000
1', Worth— Dallas 50,000
San Antonio
Bo isc-
Denser 5,000
Honolulu— Hilo 5,000
Portland 50,
Seattle 50,000
Droit
ATLANTA
FT. WORTH
HOLLYWOOD
SAN FRANCISCO
■" Bldg.
Glenn Bldg.
406 W. Settntb St.
633/ Hollywood BUJ.
Run Building
M-d. 1-4255
Main 566'
Fortune 3349
Hollywood 9-2151
Suuer l-3"98
WHAT'S IN A NAME?
The names you see on this page are the men behind the John E. Pearson Company.
They represent 300 years of tv and radio experience. They are "pros" that
know this business — your business. They know their markets — your markets.
They know how to sell individually. They are self-starters, creative hard hitting
salesmen — they know the tough sale. These men behind the John E. Pearson
Company are our greatest asset. They can be yours, too. You can put them
to work selling for you — and you will know how you can get maximum sales
effort — and maximum results when you select JEPCC to represent your station.
JOHN E. PEARSON
RUSS WALKER
NEW YORK
8ILL WILSON
NEW YORK
m ^^fefc m r^
TOM MURPHY
DALLAS
RAY HENZE
NEW YORK
|L-s f^kW
B
3^
^^^^
DAVE CASSIDY
NEW YORK
BOB WALKER
LOS ANCELES
BAMBIE HERRINCTON
LOS ANGELES
ROCERS PARRATT
SAN FRANCISCO
SUE MASTERSON
SAN FRANCISCO
JOE KELLER
SAN FRANCISCO
IEPCO KNOWS
HOW THE WIND BLOWS
JOHN E. PEARSON COMPANY
Radio and Television Station Representatives
NEW YORK. CHICACO. MINNEAPOLIS. ATLANTA, DALLAS. LOS ANCELES. SAN FRANCISCO
94
SPONSOR
, ICY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
bERS \M) SMITH, POTTS-TURNBULL
r,.kulek Bldg- it. i. Baltimore 4567
I in, i Hi! ( ,.
Ru h m.miI Margai Inc
I lallkllll Ii .' ( I, Mill
\iihi nan Beauty Mai iron!
Conke) Feed Mills
l( 9. I I'll k»
BRICBAM
DICK SI Mil
IERS, JONES, C()\r.(.!(l\
Hr .. if In "\ , Jffft.rt.tn 5650
lohnton 1 1 ci i 'i ■ . » l-
MUgram I ,><*! Stores m I in R9
Old American l He [na | John i \n
,.\|)MU * O'HEKN
I ttHmnre BIiIk-, Victor 6078-79
Ulen ( hevrolel
( onranoi
Mm hlebai h Brer
FALTI l< TIIOMP t»\
i ( Mm«rn Trust Bt'lu-
1 < Mil '
tF/NSEND & WILLIAMS
. Main, I ■'. lor 9065
K. c:. I id- Insurance
K. C. Philharmonic Assn.
Bonus Stamp Co.
Traflhouse Restaurant
I MINE-RADFORD
» Central St., Vlct.tr 5104
I, Kansas ( it\ . Health IM.ni-.
Shied, Kansas (m. Health Plans
Commerce Trust Co.
l>.n is Paint Co.
Dannen Mills
Gustin-Bacon Mfg. < <>•
Interstate Oil Co.
Marie) ( ...
Marsh Steel c:orp.
Pla/a Bank oi ( ommerce.
tichards ,<: Conovei Hardware Co.
It. WASSON ADV.
W. 8th St., Victor 7139
\x M
-I \ M>\ It I
John li.
O'lll UN
l)X\ I
I OKI \/
i;i>i:i u I
-xii I ||
MORI FY
dxx ii 9
ROBERT
Toxx nsfnd
xin in it
VX III I XM*.
Ill i; ii
X XI ENTINE,
JK.
F.ARI
It X1IIORD,
JR.
Ald.n Hatchery x J- B WASSON
I W. P. COOPFR
ST. LOUIS. MO.
'17 MIODCSON-NEl WOEHNER
V. 7lh St., Central 1-8907
a.
s I EU COOMBS
; xxohinfr
uRCY
I onri-Pacific Bldg., Central 1-nTOO
Rcardon Paint
Anheuser-Bust h
Coca Cola
Brooks Foods
J. C. coxx 1IFV
ROBERT
THEIS
J DOLAJ1
• WALSH
HARRY
RFNFRO
XX II 1 .1.4 M
II OI MES
JOHN 1IVXTT
■LEIGH R. FRENCH & ASSOC.
I! Lindell Blvd. (8), Jefferson 1-0037
C.
H. P. Coffee) PA>(,MAN
Hotel Jefferson I OAKLEIGH
FRENCH
AGENCY. ACCOUNTS ADOHISH A ('HONE TIMIIII
CARDN1 R M>\. < O.
•ii , in... m. t i i, t aural I t.-nn
Duni an 1 1 i ••
Pet M.ik
Barton Dynashine
Southwi iti i ii Bell i • Ii idu Mir
sn iii Jewel Shortening i
Ralston' Pui mi
HIRSCH-TAMM-1 LLM VN
in, \ lifftlA Si., i.mi.il I --' SOT
XX Mild S
u II I II XI II
I. II XI I
M.MIIIIN
I XIII IIMI/I
I It X\k
III X-ION
Old |n |. \ |
MOsi | | x
KKl PNICK A tSSOC, INC
.-.L't) \ t.r.m.l Blvd. CI I
MatricChel ['.Y,,""1" N
01 I \N M>\. CO.
tlllll I in, I, II Blvd., J.ffer.itn l-l'ITT
Manhattan < offi • \\ inius Brandon,
in, .
Dining Car— Rutledge !i
I Mi, ni, I.I. in. .
s.uni.iii Soap Products
PRATER ADV. CO .
7115 I h.ttnul St. (1), Carji.1,1 I t, fill
HXItOI I)
raoM x-
I GEORGE I
Falls ( itx Beei ' ™*I™.
ItXItltXIl X
J BLOCK
KII1CW \i CO., INC.
noon t nrondelet, Parkrieu> 1-3755
Itll K Mills
Owcr Six II Prod. 1 JOHN
Lion Oil ; yun
I .nun nil ■
1 IMIX
111 XKFV
CASPER YOST
Rl THRU FF & Rl \N
K.n/ir.is Exchange Bldg.. fill Olive St.. Main 141121
< • -< Xlt
ZA1INER
n xx i MARS
. ROUT. IFF.
Grisedieck Bros. Beer J roger
11X1 ON
Krc\ I'. ii k
Banquet Can
king ] :
niiig \.
RUTLEDGE & L. LILIENFELD. INC.
317 ,\orth 11th St.
WH, WIDER
Dr. I tC.i.ir Midi. in. I. It XNX II.I.E
HI III IX. r
SIMMONDS & SIMMONDS, INC.
611 Olive St. (1), Chestnut 1-1162
B-l Beverage
Xnu ruan Beaut) M.i. .ir
Arrow
caroni f
Feeds j
WESTHEIMER & BLOCK
Chase Hotel
Cemlivre Brewing ,|Sg*™OM.
-IIMtXX IN
I Dili X-
GEORGIA
MU'.I X-
I. t»C XXI-I.
IN 1 II XI
WIMIS-BRANDON. IN< .
1706 Olive St. (3), Chestnut 1-6380
M,:icr Chemical 1 V|.R>.0>. ,
American Packing I MORELOCK
Deep Rock Oil [ MRS. R. A.
Carling Brewing I PIr1' ' "
AI.INCV. ACCOUNTS AD0HIHS4PH0NC TIMEBUYERS
OMAHA. NEB.
M.I I N A Rl i Mil II-
; MM ii ii ii hi. i ii I,,,,,,
lit.
Men I
I. I
( ill
lini Ii
\\ dnut ■
Mil I
- I I III IX
DON xsi-lil \
-x mi
in m.i. in -x
tNDERSON A I! ML
I'm I r ,,,,,.„,, M. t J I. I... I
,, Inn
II \ I
Intel | , ,i |
Omaha I Ivi loci jinx xi v i
III II K I
BEA1 MOM A IIOIIMW. INC
516 Insurancm Bldg., Atlanta 0869
. i . indd hound J x< k k i it it y
BOZELL A JACOBS MJV.
-in I I., I,,, Bldg. (2), J,„l...,„ 8030
l ii now
MORRIS I .
JX( OBS
S. J. txooii.
BRIDGE
< I I I I IUMV
RAPID ALL
I'll k Xltll
Jill kl I I V
J I It HX
I III I X|AN
J. K.
BILLINCS
in. k Johns
Milling
t .land O-Lac
Skinn< i Mi^
Stor/ I'.i i i
Mutual of Omaha
Lucky Tiger
Omar Baking
BUCHAN iN-THOM \S ADV.
112 S. 19th St. (2), Atlantic 2125
Med Beer
Paxton & Gallagher Coffee
I', rfex ( I idy House)
Dwarfies
Vitamin Stores
Reliance Batti rj
XllXM
HHMMI Ml
I II XRLES
IIARDIM. II
GENE E.
I I MllllXl k
THE CAPLES CO.
1504 Dodge St. (2), Jackson 7795
Union Pacific RR ) JAMES D
Mission Pop \ FARRIS
JOE II. LANGHAMMER
Omaha Sail. Bank Bldg. (2), Jackson 6190
Crown Products L '•
I NIYERSAL ADV.
SIJ S, l.'tl!, Si.. )„, k.„n lit III
Cooper
Frito
llxxixti k
J \ M I -
I IPS! X
LINCOLN. NEB
'.lKES. SWANSON & V»>(IC.
1325 X" St.. 2-4426
W. H. Bull Co.
Driftmicr
Interstate Nurseries
Sweet Lassy Feeds
(Schreibci
Anchor Serum
XKIHCR
\» MITE
W J. VMtls
XX XRItl N
-XX XN-.lS
XMH RSON A < MKNs
lllll Mndit ,,n t,r. I 12 I. Ml 8^HtrO
Rootes Motors 1
Martinson's Coffee Sc Tea \ V10 5E^ "FL
14 NOVEMBER 1955
95
AGENCY. ACCOUNTS. ADDHESS 4 PHONE TIMEBUYERS AG E NC Y. ACCOU NTS. A D D RESS & PH ON E TIMEBUYERS
Mill IRTON .V CI RRIEB
(20 Vmatngton t,.. ii7i. It 2-8795
id \ li reem
Cuticura Soap ] gt ill H I
I mulsion
N. W. IYER & SON
30 Rockef,ll.r PI. (JO J, (I O.O200
SI II K\ ls()R - CHARLES M. WILDS
Electric Companies Adv. Pgm i
Atlantic Refining I ''','•'•
(Mho Oil
B. ( Remedy
Johnson & Johnson
MRS. ELAINE
OGLE
iucts "I
erica I
National Dairy I'rocln
Insurance Co. oi North America i ^ v>\>
Charles E. Hires [ NOI IN
Yardley of London J
SUPERVISOR - RICHARD BUNBURY
Hills lims ( nffce]
Plymouth Div. - Chrysler I S!^"^?."
... ..... I BL.NHI.Kl
L nited Air Lines I
Knouse Foods '
Seabrook Farms [ PAUL KiZEN.
Tasty Baking \ BERGER
Zippo Manufacturing
:]
Chrysler |
ith Co-op j
Plymou
Bell Telephone
Illinois Bell
Michigan Bell
Reuben H. Donnelly
LYNN BAKER, INC.
720 Fifth Ave. (19), JV 6-3900
Puss "N Boots Cat Food
TED BATES & CO.
630 Fifth tie. (20), Jl 6-O600
HELEN
II VH TWIG
MARGE
FREEMAN
MARY A.
BTRAK
SI PI KVIsOR-ED SM \I I
Colgate-Palmolive
CHRIS
I Dental Cream. Octagon Products, [ LYNCH
Palmolive Soap, Palmolive Shave f Charlie
Cream & Lotion) J Theiss*
I \\ | \
Continental Baking J. KIRCHERT
Bob Graff*
SUPERVISOR NED MIDGLEY
Brown & Williamson I BILL
I BILL
, kl \\
NEDY
(Kools) U"HN
*INNOI I
1
(Viceroy & Tube Rose Snuff) I NORMAN
f CHESTER
CBS Columbia, [nc. 1
TOM
i tv sets & receivers) TILSON
Standard Brands (Royal Desserts, [ Dan
Blue Bonnet Margarine) I Monahan*
SUPERVISOR - MAC DUNBAR
American Chicle (Beeman's Pepsin, ) DON
Chiclets. Rolaids) j CHAPM US
Anahist (Anahist, Mist n plus, ) , ,,,. ,.
Sup i Vnahisl \ M.VYBAUGH
Cartel Products (Carter's Pills, 1 CAMERON
Nair, VrridSpraj Deodorant) I higgins
| "Vmn-soN
SUPERVISOR - JOHN HAIGHT
American Sugar Refining (Domino,
Franklin & Sunny Cane Sugars)
( antrell & Cochrane
(Super Soft Drinks)
Grocer) Store Products (Cream of
Rice, kitchen Bouquet)
Minute Maid (frozen fruit juices)
Morton Packing (frozen meats & pics)
Dromedary (cake mixes)
BILL WARNER
Jack
Dougherty*
•AsslsUnt
BBDO
303 UadUon Ave. (17), EL 3-3800
(.KOI P HI \l)s KlI I BORCHER I ,
\l si IN BREW, HI KB MANE1 OV, LOU Mil. LOT
\nii i it an Safety Razor
VmericanTobacco
Armstrong-Cork.
Bon- Ami
Bristol-Myers | Ban I
Campbell Soup
Curtis Publishing (Sat. Evening Post,
Ladies Home Journal i
De Soto
DuPont (Cavalcade & General)
DuPont— Zerone, Zerex
Electrolux
General Baking
General Electric lamp Division
General Mills
Goodrich Rubber
Hamilton Watch
I ever Bros. (Surf, Breeze, Swan)
Nehi
Maine Sardine Industry
N. Y. State Dept. of Commerce
Penick & Ford
Readers Digest
Remington- Arms
Revlon
Rexall Drug
T.W.A.
United Fruit
U.S. Gypsum
U.S. Steel
Wildrool
ART unit \
MILLIE
I III Ull \I(|J
TROW
ELLIMAN
ED FI.ERI
HOPE
MARTINEZ
MICKEY
McMICHAEL
ELIZABETH
MOORE
MILLIE
PADOVA
ELENORE
SCANLA.N
CARRIE
SENATORTE
FRED
STOLTLAND
TED
WALLOWER
VICTOR A. BENNETT
511 Fifth Ave. (17), Ml 7-2166
Longines-Wittnauer \ EDWARD
( KAHN
BENTON & BOWLES
444 Madison Ave. (22), MV 8-110O
General Foods
ASSOC. MEDIA DIRECTOR-M. DONOVAN
ASST. MEDIA DIR. (cereals) - I. MAHON
ASST. MEDIA DIR. (coffees) - B. BALDWIN
Diamond Crvstal Salt 1
Gaines Dog Food \ TOM MAHON
Post Toasties '
Post Tens
Raisin Bran
Sugar Crisp
Bran Flakes
Corn Fetti
Grape Nuts
Grape Nut Flakes
krinkles
Wheat Meal
BILL
MLRPHY
AGENCY. ACCOUNTS. ADDRESS 4. PHONE TIMEBUr.
" I—
Instant Maxwell House Coffee ]
General Foods- L GRACE
Inst. &MiSc.jPORTERI»
Bliss Coffee "|
Regular Maxwell House Coffee
Yuban Coffee
Procter & Gamble
ASSOC MEDIA DIR. -LEE RICH
ASST. MEDIA DIR. (case goods) -RAYMOND H I
ASST. MEDIA DIR. (drug brands) - LEE (
. I PAUL
J REARIm
_.. 1 BERNKA Ei
T,de | Gr.n. j .
j Joe F«n I,
Ivory Snow IjONY L1
Crest
I)(l\ In
Zest J. JttK
. FANNU I
Secret
JAY
Canada (All Products) f WASSER'.S
1
Prell 8c Pin-It J. TOM ,
J
1
Wh,rl \ BEN DA\
I'... r-il,. .1 Products (1)
ASSOC. MEDIA DIR.
ASST. MEDIA DIR.
M. KIEBLER
S. HAVEN
Benson &.- Hedges "1
Florida Citrus l *RA.*K
Johnson & Co. I
Norwich Pharmacal (Pepto-Bismol)
Buckeye Cellulose
Grove Labs
Mutual of N.Y.
Pream
Pepperell Mfg.
lit I is
KOWALs
irewing 1
Match J.,
Carling Brew
Diamond Matcn v
Gen. Electric J
1
Contimental Oil \
nt\NK
LIONET!
Diversi6ed Products (2)
ASSOC. MEDIA DIR. - E. BOWMAN
ASST. MEDIA DIR. - D. HARRIS
American Express
Assn. of American Railroads
Cigar Inst, of America
French Govt. Tourist Office
Railway Express
Studebaker
IBM
llll«MI\
H\RR1<
(temporir
bermim;iiam. castleman & pierc
136 East 38th St. (16), LE 2-7550
1
Griffin Polishes J. BOB ro» 1
BIOW-BEIRN-TOIGO
640 Fifth Ave. (19), PL 9-1717
VI'. \. DIRK 1 OR RADIO/TV- JOHN K
ISABIT I I
Philip Morris Tobacco Co. Ltd. 1 £'EB ^gj" . n
Armstrong Rubber f HORSOff
Sol I-n"
American Home Products "j
Bond Clothing Co. I
Knickerbocker Beer f AI SF'*" '
Natl Shawmut Bank
96
SPONSOR
I isiintf <<>>K iniK'v page 10&
HEART
and
makes sales
friends
I
)
letters like this that ap|>eared
as a welcome "thank-you" to
Dick Doty in the Democrat
and Chronicle and Times
Union are tangible evidence of
selling "heart" and the human
approach.
► i
f
J
s
When WHAM Radio per-
sonalities talk to the more
than 2 million people in
our WHAM-land area they
listen because it's done
with a "heart." y
Whether selling a spon- ^
sor's product with a capi- \
tal "sell" or asking lis- \
teners to help a friend, <,
WHAM-landers listen and { ,?43 S" Ta]m<
S. Chicago 29, ju
act. .
A fateful Patlent
when someone does 10m,
"<"* "Pecially wonderful™."
««'teou, response I to hnk
them, either ;„ manic
mail Th , Person or by
««ki» indeed magnified
The city to which I owe an
enormous debt is your ^
generous Rochester, m fac(0b7
cause of Dick Doty of c ', '"
w l have «it
^ends from your arpa
">« over a thousand. Just .
week ago I wa* r„i 1
so i was released from
I Ch'««o hospital following
" month's confinement *
absolute qufet°7„nog ' ""^
Mr nn( , ( ° v,s'tors)
to Rohe?ljSled the aid «'
^e-Sdintht€ -
ceived by Adlai Vt. °Se re"
ing his^nnes S/neVe"S°ndur-
hospitaj. Jn the "me
Although r hsi...
'he good 1 Vrtuhna C ***"**
y™S city, through Mr n,?"*
nightly program Th Wr. D°ty s
extremU S o/^ beC0me
EILEEN MACK
■ Talman Ave.,
act.
Folks like Dick Doty on
WHAM put their "heart"
in it when they sell for you. They go to work on your
sales force as though in your employ, which they are.
Ask Hollingbery to tell you about top local and network ratings
— Western N. Y. coverage of an area where people have more
money to spend — prime test market and other pertinent facts.
RADIO SELL FOR YOU
ROCH ESTER RADIO CITY
The STROMBERG-CARLSON Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc
GEORGE P. HOLLINGBERY COMPANY, National Representative
14 NOVEMBER 1955
97
Riddle :
Why is nighttime radio like
taking a batt
It' S SO Very personal ! Once upon a time, radio listening was a "family affair." The
family had one radio. The family listened as one. Nowadays, you catch radio by yourself. In
your car. Your kitchen. Your bedroom. Your cellar workshop. In short, radio has become the
personal medium. And ABC Radio has developed an entirely new concept of personalized
nighttime programing!
EW SOUNDS FOR YOU
LISTEN !
LISTEN !
A brand-new idea in radio programing, designed for today's listening habits.
It's the up-to-the-minute way to buy network radio . . . full sponsorship of
regularly scheduled program segments. Only $800 buys a complete program
segment on the full ABC Radio Network.
• LISTEN! On the phone or in person your ABC Radio Network salesman can give you
the exciting story of personalized listening— the new sounds for you.
i.
Il'niii,
. . . the new sound of ABC Radio
98
SPONSOR
jhttime 14 November 1955
SUN D
TV COMPARAGRAPH OF NETWORK PROGRAMS
Night ud
■HI
Sport* ol Ihi
Night
No BMWWt
m.l.ui.f
■4
orommtni
,* •*»|o»'nilMi» (o help you use (hit
" '■""■ <ln not lDcludt TOQuntrclali or tt
* U* fcul, r ' "xnmi.nl. tii i,j Hie ri|r„[ (tome D][
&1 »i it*u, ""ni •"■iMh ud .o muij moni. Ii
'■ ■■■ .ht ■!.,■ r ill ituon mie
■kf„ n M'^tlij only. U>il toret, Uie ,hfn. fc
?""»: Bin R.ii, «.
',"">'". pi ■ .;*■ P1- CTikito: By, Hollywood; NT.
Jill Jiini ■ 1"i"11 "NY "■»"■ ihM li "irrlfd ™
MF 7-( un n.w.-TirMy Belli In S-mln. letmetiU, With
*i*?!,n" <"* Ul«,i r„ i "* ,3,<:' f"f U ,taUon' to 0.885 for 69
5>™t* i>o.' to'SlnS" tmrt,'"f »njihl'ne"fTOm*roiie-thi>t to "in" InTaniii
'w,"*l»«f DHL tS2C,i**,B1,wW B«lhlUl» Ull tltlm of It. tdvrrtliti
S» *£■ Jwr. '■■ !"' M,Bel«>i 0"«t lib. . Hirry B
■: ■„
lilllll "w**«l in tht uiiTi ln Ul> C80"11 «"»•■ Oommwcu:
I*** r» ?"a 1**Ubt V.r ii -an . .
STEEL
The Wheeling Steel Corporation, with el
modern plants lo<ated along a 2S mile reac
the Upper Ohio Valley, employ! IS, 000 people
Wheeling Steel hot an onnual capacity
than 2 million torn, making it the tenth
steel producer In the US An abundance
urol resources, skilled labor, and adequai
portotion, particularly low (ott transporli
the Ohio River, has allracted many otri
and allied plants.
The steel industry, combined with glass and
pottery moking. chemicals, tobacco, ond other
diverse industries, forms the backbone of the
healthy and solid industrial economy of the
Upper Ohio Valley, aptly called "The Ruhr Valley
of America '
This great Wheeling-Steubenville market is a
rapidly expanding orea consisting of 416,210
families, 1,409,300 people, the combined spend-
able income is $1,973,985,000, on overage of
$4,742 Big industry means employed skilled
workers, which results in good, substantial in-
comes and a rich, thriving market.
The dominant advertising medium to reach this
fertile market is unquestionably WTXF-TV,
Wheeling I
WTRF-TV has proved that power plus good pro-
gramming ond intelligent promotion mean high
ratings and successful advertisers By every
accepted standard of audience measurement,
WTRF-TV
NBC Primary
WHEELING, WEST VIRGINIA
WTRF-TV has proved to be the BIG station in a
BIG morket With 316,000 warts, great network
shows via NBC and ABC. plus imaginative local
programs, ond unusually active promotion that
has netted FOUR important FIRST PRIZES in
nationwide competition, WTRF-TV has amassed
the lion's share of the audience in the Upper
Ohio Valley.
The Wheeling-Steubenville market is NOT a fringe
area of any other morket, nor con it be covered
as well by any other TV station than WTRF-TV.
Make sure the growing importance of America's
rich Ruhr Valley " ond the powerful advertising
strength of WTRF-TV go hand-in-hand to make
your advertising campaign a success.
Interested In WTRF-TV's mer-
chandising plan? Ask for details.
Equipped tor nefworJr
M-F 11 JO po-.i «,,
CVmmsreuU
Of NBC TT
.._. NBC.
Brdta C«.. T&R: NBC. Tb *:S0-»
CBS. P 11 15-30 am; NTJC, -
Miu . JWT: ABC. Tb ■-
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
Daytime 14 November 1955
SUNDAY | MONDAY
TV GOMPARAGRAPH OF NETWORK PROGRAMS
Daytime 14 November 1955
TUESDAY
WEDNESDAY
PAG
each
Arthur Qodfray
10.30-46
Hollywood
B.ifkitaga
Ctiaa Anioll
m-w-r
iu»t lu, U.
H«H
m-t 11-13
Brlitl-U7T».Y4B
■. mini ' . lir S399S
Oadfray (raot'dl
Each month Pulse interviewers visit in their homes
more than 150,000 different families to bring you a
thoroughly scientific and accurate measure of audi-
ence size and other important characteristics.
Just think, for a single program rating of a network
show, Pulse interviews more families than are reported
by any other services for their entire data!* And Pulse
facts, please remember, are gathered personally, face
to face, right in the home. Interviewing for the brief
periods checked is concentrated beginning at the end
of the afternoon, to bring you total family reaction.
In September Pulse included in all its reports three
(3) attempts on "Not-At-Homes", standard procedure
henceforth. For years theorists have beaten Pulse with
that stick.
The actual facts? The "Not-At-Home" is of no
valid statistical significance in affecting ratings!
Pulse accuracy even without that triple-visit check
has been uncanny, a maximum error possible of only
six-tenths of one rating point.
So that you can verify Pulse accuracy for yourself,
let us send you the test data, a copy of our informative
booklet, "Pulse Pluses", and a sample report for you
to study.
Conleit Carntrtl
No iwtwork
program IB!
WlrtV Din* *•*)
Ideal Toy .
BflKY L
1M5-12:S0
' ..it. for T**g»
r* a™*
| 11NT L
Wild Bill Hltkt*
F*rd 8h**
12-12:15 iff
follT.ri
rnlnii rilwilln
MKT -r i,
■11 A 11 1" t»
NY mt0° L
FIBBTtld
Lav* rf l If.
Amor Hon* Pr
THURSDAY
Manhattan SoaD
SB AW 10-lt>:lB
Gerber Prodi
D'Arty 10:15-30
Hollywood
Backitage
C1ia« A nUU
fMttir Y*or
HMl
Colfal* Palmall.e
Saareh If Turn'*
PAO: Joyt
B™B-T
Guiding
PAO Iro
Light
Foathor Ywr
Procter A Qambi*
Ht m-r l
Binl*B A Bovlea
Faerthor Yaw
NMt
OnliaU-t'mla.llv,
•II rf 11 1* 49
B. J. fUrooldj
*Pul$e interview* 25,000 difiort
tamilici per nighttime program.
tamilies per daytime program — 6,000
This month throughout the U.S., 150,000 homes are
being interviewed for next month's "US. Pulse TV"
AND URBAN COVERAGE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
in LOS ANGELES — 6399 WILSHIRE BOULEVARD — WEBSTER 1-3412
bra
RtWt Q L»lt
Co nit warn
LB tu.lh »:3n-4B
Ptlliborr MHIi
m-tii I-4B-S
L B * t, I4.IM
NT'" ST «,
>TJt 1U.tb
B*b CrMby
W*I» & Galler
Bryu Houitao
Pinky LM
JohniD A JobDID
On Your Account
Bentm A BmIm
S:46-fl
Oafnnbe]] Soupt
BBOO
f.:lB-B:30, B:46
HrHtol-Mjari
NT
. P*r '/« hr |2.«
Brvu Hountaa
Plaky Lm
UHr m-f L
Partle: Inll Shoe
Handy Daody
Eeltoit Co
L«* Burnett
FRIDAY
BOS: M*C-E
alt f 10:S0-i5
BAN ' 10:30-15
ConTertad Rle*
i
DF9
K-R
,^'
n *4 Lift
r Home Pr
B-B
T'*** °"m'
S-ar.
h '*■ Jew'*
B-B
;■- ""'
alMUn
4 11 I* tS
Love Slory
PAO: proll.
"
Way of tha
World
NT L
No
No oatwiirt
programing
m-r
Jerioot Co
Phlla m-t L
Rent W. Orr
World *f
Mr Sweeney
m-f
Bob Cratby
RO»: MeCann-E
Gorfier- D'Arty
Way of ttl*
World
Borden Co
NT m,ir.f L
YAR
SATURDAY
Ding Oang S*h*»i
Tathmn-Lilrd
Wlnky Dink
And You
10 30-11
Th* Big Tat
National Diln
Prod*: teeJteo:
Uat liH prpdj
Am !■*.•
BINT
atwort PF»
UMla J and
Big Tan
Paelflt Can'
Football
No BJtwork Aniens
prgajramlfig R^frlrerv:
A Manhtli
s o«. n o
..:x\
5:30-8:4
On Your Attouirt
'Win Elliott)
PAO: tlds, pr*ll
m-f
BentM A BmIn
Don \Ot : i
Th. Net*
loiliirrun
First Lova
Phil* m-t L
R*bt W Orr
World at
Mr 8»**n*y
NT L
No DWwork
protT amice
• Oct.
n tx
No n
■"■"*
Qolfat* - Palmollr*
DCSSalt ( S 46 ■»
IINT Ml
VI he f2.«00
Big 4 Shows! Big 4 Markets!
Big 10 Does It!
^^ Embraces All Of Southern New
England . . . PLUS Brockton, Taunton,
New London and The Cape as well.
Details on BIG 10's BIG 4 from
any WEED TELEVISION office.
WJAR-TV PROVIDENCE, RHODE ISLAND
Represented by WEED TELEVISION
105
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
Pepsi-Cola )
-\\l Ml I
Benrus Watch UjNcHEB
, RV1SOR 1 I ill 1 w 11 Dl K
Kl NNETB
Dorothy
Houghcy*
STATION kl I \ I ions \l(,k -DON SEVERN
I'lUI 1(1 ,v
„ S M NNt
t Gamble (ITuffo, / kearn
i, s Span sli.ista) I Doro
■) u
< UU. S. BROWN ( 0.
.,,,/■ Ave (20), PL 7-4610
M I.D1A DIRECTOR -HERB STOTT
Sterling Drug Di i i dwell, I letcher's |
Cas a, / B I Babl Powder) | ROSE MARIE
ZA
Colonial Sugar f Ml \nz-'
Hal oj
BUCHANAN & CO.
ISffJ Broadway (36). BR 9-7900
Pai .i 1 1 ii m i
Eskimo Pics )
mil Pu tints |
MILDRED
I NOV ALL
CALKINS & HOLDEN
247 Park Ave. (17), PL 5-6900
MEDIA DIRECTOR - THOMAS YOUNG
Oakite ]
Stokely-Van Camp Food [ TIMOTHY
Preen ( O'LEARY
Prudential J
CAYTON
9 East mil, St. (16), LE 2-1711
TV DIRECTOR - DONNA QUIGLEY
Hanovia Chemical
Miracle Adhesiv
lical |
ives I
CHRISTOPHER. ALLEN CO.
30 East 60th St. (22). MV 8-9445
Various Mail Order Accounts
LOUIS
FIGENWALD
LUCILLE
DREHER
HARRY B. COHEN ADVERTISING CO.
41 East 42nd St., OX 7-0660
HEAD TIMEBUYER-BETH BLACK
Block Drug (Amm-i-dent, Green Mint, "|
Py-co-pay, Nytol) [
Groves Labs (Four Way Cold Tablets, ( BOB KELLY
Fitch Shampoo, Fitch Ideal Hair Tonic) J
Glim ]
Black Draught I ARTHUR
Utica Club Beer [HRAR«i0^IER
Lydia Pinkham I
COMPTON ADVERTISING INC.
261 Madison Ave., OX 7-24O0
HEAD OF DEPT. - HENRY CLOCHESSY
1st. COORDINATOR -RUTH JONES
Pro'-lrr it I. .in, 1,1, ■
Crisco 1 frank
Ivory Flakes (SWEENEY
Dash ( ROB
Drene I LIDDEL
Standard
Personal Prodiuts
}!
Duz }j
Gleem J ?
iap 1
a)}
lard Brands 1
1 1 I issues) (
BERT
MULLIGAN
Ivory Soap 1 THELDA
Sterling Drug (Fizrin) ( CORDANI
GENEVIEVE
SCH1 IIERT
•Assistant
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
Chase & Sanborn Colin |
Instant Chase .v Sanborn Collie ' j. (, sKMEL
Tenderleaf Tea | AX RITTEK
Instant Tenderleaf Tea
M. K. Goetz Brewing 1 >,ART,N
/ HANSEN
ROBERT CONAHAY & ASSOCIATES
270 Park Ave., EL 5-6017
1
Chesapeake & Ohio I DOROTHY E
{ DELBASCO
CUNNINGHAM & WALSH
260 Madison Ave. (16), MV 3-4900
V.P. & MEDIA DIRECTOR - NEWMAN I. McEVOY
GROUP MEDIA HEAD - WILLIAM WHITE
Colgate-Palmolive ) CHARLES
Eversharp ( HELFRICH
1
J.A.Folger J.JIM nLCEY
E. R. Squibb ) W|LLiAM
Universal Pictures ( WHITE
1
Northwest Airlines \ ,ACK GiEBel
J
GROUP MEDIA HEAD - JEROME FENIGER
] HOWARD
Liggett &M\ers j. J™*65
) MORENA
GROUP MEDIA HEAD - JOHN LUCINATEL1I
Super Coola l JEBRY
' SPRAGUE
GROUP MEDIA HEAD - EDWARD BACZEWSKI
1
Sunshine Biscuit j- JOE GAVIN
J
DANCER-FITZGERALD-SAMPLE
347 Madison Ave. (17), OR 9-0600
ASSOC. MEDIA DIRECTOR - KEN TORGERSON
. , ] FRANK
American Chicle I HOWLETT
Nestles [ GERTRUDE
DINEEN
General Mills f w ulfHORST
Guild Wine f LIONEL
FURST
ASSOC. MEDIA DIRECTOR - IRVING SLOAN
Procter &
Gamble (Oxydol) j. J"SS
' H A w
PAT
HAW LEY
1
Procter & Gamble (Drefl) \- |>Ete SAMAN
Best Foods (Nucoa) V CLLFF .
| BOTWAY
Hellman's Mayonnaise \ ?Fx*™i/-k-
Lewis-Howe (Turns) "1
B. T. Babbitt \ J*™ ^TACK
„ , ( VAL RITTER
Peter Paul J
ASSOC. MEDIA DIRECTOR - ED SCHERICK
I .ilstaff Brewing lj|M NEVILLE
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYE
\ssOC. MEDIA DIRECTOR - LOUIS FISCHER
Sterling Drug (Bayer Aspirin) r I'01RII<ARTY
FRANK
MORIAP
LOUIS
DORKIN
Centaur Caldwell D'v.
STANLEY
HAMER
D'ARCY ADVERTISING CO.
430 Park Ave. (22), PL 8-2600
Coca-Cola
Bavuk Cigars \ ,RFJNE MARS
Gerber Products
1
General Tire |.JIM MARIN(
HERSCHEL Z. DELTSCH & CO.
575 Madison Ave. (22), PL 3-1788
E. T. Brown Co.
Palmer's Skin Success
Palmer's Soap
Palmer's Ointment
Household Products (Sulfur-8)
Lander Co. 'Dixie Peach)
MADELEINE
ALLISON
Dorothy
Glasser*
JERRY
DOHERTY. CLIEFORD. STEERS &
SHENFIELD
350 Fifth Ave. (1), BR 9-0445
MEDIA DIRECTOR -DON QU1NN
Ammen's Powder
Bristol Mvers (Ipana, Minit Rub,
Vitalis, Mum)
Duff Baking Mix f GIBSON
Phaiiii.no. Inc. (Feen-a-minl,
Chooz, Medigum) j
Borden's Instant Coffee \. LEE GAYNOI
J
DONAHUE & COE
1270 Sixth Ave. (20), CO 5-2772
SUPERVISOR - EVELYN |o\Is
CAROLYN
Burlington Mills (Cameo Hosiery ] JJ'^HM .
~ #.,,,. BARBARA
Dr. Scholl s | joNES
Loew's M-G-M f MARIE
Wash •„ Dry j COLEMAN
LAFFERTY
DOWD, REDFIELD & JOHNSTONE
501 Madison Ave. (22), ML 8-1275
1
Block Drug (Omega Oil) I JEAN ciLBO!
Bristol-Myers (Mum Mist) J
Century Brewing (Champale) j
SANDY LYNN
DOYLE DANE BERNBACH INC.
20 W est 43rd St. (36), LO 5-7878
MEDIA DIR.- HARRY PARN \s
American Pencil Co. ]
Columbia Tobacco Co. j. [^ 2 ., . „
. , „ ,' SIMPSON
Polaroid Corp.
Max Factor S: Co. J.
NINA FLINN
DOYLE. KITCHEN & McCORMICK
501 Fifth Ave. (17), MV 7-2090
Mathieson Chemical . ?'AR?|:-N
, HO I) A I
ROY S. DLRSTINE
655 Madison Ave. (21), TE 8-4600
Strong Heart Dog
Food 1 o
Flako j Ma.
ANNE
MAN! *
106
SPONSOR
li"lt
1(1)
born in Louisville...
DIAL 970"!
WAVE is its Mother!
MONITOR is its Father!
WEEKDAY is its Kissin' Cousin!
WAVE
LOUISVILLE
5000 WATTS • NBC AFFILIATE
NIftC| SPOT SALES
Exclusive National Representatives
Yes! — -on November 7, WAVE premiered DIAL 970. its own exciting
version of Monitor and Weekday, putting area flavor and
emphasis into a proven national format !
DIAL 970 utilizes all of WAVE'S unusually large programming
facilities ... all its well-known personalities ... all
its localized radio know-how. It's a coordinated group of programs
heard eleven sparkling hours each weekday — hours filled with
news, weather, sports, traffic reports, music, interviews, household
tips, etc., etc. Hours that are skillfulh hlended with Weekday,
to provide good fun, good company, good listening — from
early morning till late at night!
DIAL 970 is sometimes light and gay . . . sometimes prions md
informative . . . sometimes relaxed and soothing — hut
always intensely listenable!
Participations and spots available as early as 6 a.m. — as late
as 11:59 p.m. — or in between. Available NOW, hut \ou'd
better hurry!
Let NBC Spot Sales give vou the realK impressive stor\
on DIAL 970.
WAVE'S DYNAMIC NEW RADIO SERVICE
FOR A DYNAMIC NEW LOUISVILLE!
Well,
that's
the way
the ball
bounces
Every couple of months our competitors come smack up against the facts of listening.
Pulse does the measuring. We try to look modest. Take the last survey: July-August.
KNX has half again as many listeners as Southern California's second-place station.
KNX delivers over 25,000 more families in the average quarter-hour than the leading
independent. KNX reaches more people more often, morning, afternoon or evening,
weekdays or weekends, than any other station in the area. For wider and deeper
penetration of the Southern California market, KNX is your best buy by far.
For more details, call CBS Radio Spot Sales or KNX RADIO
Loa Angeles • 50,000 watts • CBS Owned
£NCY. ACCOUNTS.. APORESS 4 PHONE TIMEBUYEH8
LINGTON .v < <>.
. tlt,h <■• (17), VI 7 1 tOO
,„R K VDIO [\ riMI Bl \ ING l> \n k \\l
( idea Service | j om
Mi Ketton \ Robbln SM > mi lis
Red Stai Brand Veasi
ll.UOl EST> CO.
I fail Ji>,„/ X. f/">. OX T-li.ixi
HI Mi 1 IMI I'.l \ I K RICIIARD (.K Mil
Ballantlne Beer
( olgate Palmollve l I ab, Vel,
Rapid Shave)
i .. nt i .il Mills Sugai lets,
Si.lt .1 Silk
National ( arbon f veready
Battel lei, Prestone Anti 1 reeze)
Pat ( j 1 1 1 1 1 -i Hand ( ream
R. J. Reynolds
IWIN, \\ W.Y & CO.
9 Uxinglon Ave. (IT), LE 2-8700
M I IHA DIRECTOR - KEITH SHAFFER
\ilniiral
Barbasol
Dulaney Frozen Foods f ,IAL DAVIS
tfaiterole
•oil-. CONE & BELDING
• Fmrk Av». (17), MV 8-50OO
>1R1 CTOR OF MEDIA- ARTHUR PARDOLL
B.O.A.C. "I
>«« Bro. (Spry Shield) ™ACB
Rheingold Beer
JUK HOlsF
I \ w \» || s()\
I If V\k
M MION
IIM I IIMIIN
CI M
M U.ONI
TOM PINS
roM hoi -
I INGSH] \l>
II M
SIMPSON
Paper-Mate Pe
nlPE-
PENNY
MMONS
BERT FRANK-GUENTHER LAW
I Cedar St., CO 7-5060
Kiplinger's Changing Times \ j^JJoN
LLER & SMITH & ROSS
0 Fmrk Ave. (17), MV 6-5600
Aluminum Corp. of Amu ica
Commercial Solvents Corp.
Hercules Powder Co.
Sherwin-Williams Paint Co.'
Westinghoose
EYER ADVERTISING
1 Fifth Ave. (22), PL 1-330O
RERNIE
RASMUSSEN
American Home ProdllCtl ) BFTTY
American Motor f POTEI.I.
KelvinatOT "|
kiwi Polish l^4ROi'„
_ .. _ [ SLEEPER
Tctlcy Tea
REY ADVERTISING AGENCY
0 Fork Ave. (22), PL 1-3500
■SUPERVISOR - HELEN WILBUR
Block Drug (Polident, Sentrol) \ "J11-.™
' BRANCH
Chock
5-Day Deodorant
I1
Full O Nuts ) MA
xlorant Pads j JO?
■li
VRION
KIM -
Necchi Sewing Machines I J.0*?. . „
[ RVTM VN
-:»:.v •
14 NOVEMBER 1955
AUENCY. ACCOUNTS. ADDHES8 & PHONE TIMIBUYEHS
If. II. II tCKETT CO.
f H,..k. t.u,, ft i WO), < I 6-1950
\llll I 11 .III 1 nil. M I II
Herbert I ireytoni JJeaRNS
Mi i -In v ( li I ill I 0
HICKS £ GREIS1
ii'<» EaataatMi Im . VI
( rial II K'l-' l
l>l\ll (
" ' I I II I I N
up \ < i mmini.s
ll»ll \ .11 IIHMI I II .1111 1- |
Broil Quii k Roti ■ • . | \ | m i \ i
Si IM I R< Ink, ,.,!,, is II Ml MO
Servel ill ' onditiom n
I5IO \\ IIOl SHIN
10 Rocke/elhr VI. (MO), I'l. 7-1, WO
MEDIA DIRECTOR - II M<"l I' HQBHERTEEN
SUPERVISOR ON NESTLE PROD. - JOHN ENNIS
Colgate-Palmolive (Halo,]
Chlorophyll rooihpaste, Ajax Cleanser, I
Cashmere Bouquet Cotmetii l Ine, I joiin
( .ishiiii u Bouqui t Soap, Cashmere [ COLLINS
Bouquet Beauty Bar, I ooihpowders-
Regular, Ammonialcd. Chlorophyll)
\i n .il,
Nestle'a Instant Coffee
HI \NI is
JOHN
IIOH I II UN
CHARLES W. HOYT CO.
380 Madison Ave. (17), MV 2-2000
Mm in. in Home Products
(G. Washington Coffee)
Colgate- Palinolisc I kirkman Soaps)
Mail Pouch Tobacco
Mercl
Monticello Drug (666 Products)
LAWRENCE KANE
171 Madiion Ave., MV 5-7216
DOIG III MM
Waverly Fabrics I TOM m:EFI s
KASTOR. FARRELL. CHESLEY &
CLIFFORD
400 MmdUn Ave. (16), PL 1-1400
Dr. Pierce's Proprietaries "|
Jeris Hair Tonic \ JACK PETEB9
I ite Die) Bread j
KENYON & ECKHARDT
217 Park Ave. (17), MV S-5TOO
MEDIA DIRECTOR- JOSEPH P. BRAUN
\>si MEDIA DIRECTOR- PHILIP KENNEY
American Maize (AMAZO) J. M vn^ ],« ^ | g
, MAI
Ford Motor 1 tOM
Lincoln Mercun NetworkSpot) J-VISCAR1
Hudnut Cosmetics
MARY I)V« v. I li
Mcnnen (Men's Line)
National Biscuit
I oi
kl \\l D.
I VRRV
RC
Schick
CA)uiCl
iCJ \ KHi« IN
A(.l NCY. ACC0UNT8. AD0HE8» k PHONE TIMEBUYERS
Kl I IV NASOM
•/ /■ ... ,i / : ,. htl ii i MM
Henri Hi ■ w" "' "
III IIMOIM
Kiiiiif'Hit '
EDI \itn K li I il u \^n(m i \ 1 1 -
./ . w„ ,(,..,„ i,. . M ,, ;•; / 1*90
l( Mild I \ 111 s MI.K III !■ Bl I K
llll .
Ill I II IHUII
I'll! I II. li ill I IS INK
M DMH \l.l N« i
-,7r, VaJUon Im | ■•■■• sfl n-t,7oo
Buld J°45gICB
Texan, Producu \ An"
l.inHD.r1
a
Collier'. Il"'"
mi Hi-in
LAMBERT £ FEASLE1
130 Park Ave. (22), MV 8-6*61
MEDIA DIRECTOR -JOE BURLAND
Lambert Pharmacal Co. "1
Phflgas »'"ivm
Phillips "66 '.as and Oil
C. J. LaROCHE AND CO.
247 Park Ave. (17), PL 5-7711
RADIO He TV MGR.-STI \K I li LUDLUM
is i obaci ii
1
IIOHIH 111 Iti.H
LENNEN & NEWELL
380 MadUon Ave. (17), Ml 2-5 <'«'
MEDIA SUPERVISOR -GEOR(. I kl R\
Colgate-Palmolive (Lustrc-( ■
Dorothv f.i.ii. I ..I n VN I vl ' ■
I ehn & Fink Products (Lysol) J
Ml HI \ si l'| k\ IsoR ( \ I1KIK kl R
hi Drug (Bromo-SelUer)
Schlitz Brewing
' llll II Mill H.
i ra \n
Ml HI \ si pi R\ ISOR Willi \M li ^Ml I H
P. Lorillard Co Inc. 1- wi OHoS?
I» V\ II) J. M LHONE1
21,1 »/a,/,.,>n Im (16), OX 7- II till)
Co. (Virginia Dai '•"■■
Gai in „.i ii
- irks-Witbins, - Bl MSTI M'
radii
CONKLIIS M \N> & mi\
3 12 Ifii./i.i.n \,e. (17 . I I 6-5577
American Cyanamid- ]
ni< k HANK
Lederle l.al>oratorics Div. j
1
eW. Helm Co. Viking Snuff R(IH pvlviMI
J
109
AGENCY. ACCOUNTS. AODRESS i. PHONE TIMEBUYERS
MARSCHALK <* PRATT CO.
A l>i*. oi Wcl .inii-l rickaon
535 5th Ave. (17), VA 6-2022
MEDIA DIRECTOR-EUGENE J. COGAN
] DON
, ss„ LEONARD
fill MM
l II I I I
J. M. MMIIES
260 Hadtion I... (lt>>. IF. 2-7450
Canad.i l)i \
Luden's
Carbola Chemical
\(ii Ih. mi H .ii ri n
Pun I OOd
Wagner Baking
MRS. KDNA S.
' CATIIEART
MWON
12 East 53rd St. (22), PL 9-7676
DIRECTOR <)l RADIO & TV - ED WILHELM
Clinton Foods "j
i Electri< (tv i e< fivers I G.?:10,!,G,E„
f II1FI.SKR
& replacement tubes)
HUELSER
Gillette }RAV stone
H.J. Heinz )
Hot Point J
TOM
MAGUIRE
McCANN-ERICKSON
50 Rockefeller PI. (20), JV 6-3400
RADIO/TV SUPERVISOR- MILDRED FULTON
Bulova Watch Co. j. M'l°qND
FULTON
RADIO/TV SUPERVISOR - AL PETCAVAGE
Crowell-Collier
Holmes & Edwards Silver Co.
Lehn & Fink
Norwegian Canners Assn.
Seeck & Kade (Pertussin)
FRANCES
r VELTHUYS
RADIO/TV SUPERVISOR -TED KELLY
Barrett Division (Allied Chemical)
Congoleum-Nairn
Esso
Standard Oil of N. J.
National Biscuit
JANE
PODESTER
PAUL CLARK
RADIO/TV SUPERVISOR -WILLIAM PELLENZ
Chesebrough } ROBERT
Owens-Corning j ANDERSON
Mennen ~|
Pacific Coast Borax |"wiLLARD
Nestle's J
RADIO/TV SUPERVISOR - MURRAY ROFFIS
American Safety Razor
B. F. Goodrich
Hood Rubber
Junket Brand Foods
Westinghouse
Columbia Records
MURRAY
ROFFIS
C. L. MILLER CO.
521 Fifth Are. (17), MV 2-1010
Corn Products (Karo Syrup, Link ) MRS RITA
Starch, Mazola, Niagara Starch) ( DRISCOLL
EMIL MOGUL CO.
250 West 57th St. (19), JV 2-5200
BUS. MGR. RADIO & TV - LESLIE PUNIER
Rayco Seat Covers ]
Block Drug (Alkaid, Minnipoo I LYNN
.. „ . F . [DIAMOND
Shampoo, Poslam) j
Esquire Boot Polish 1 ELAINE
Manischewiti Wine j sch.achne
AGENCY. ACCOUNTS, AODRESS &. PHONE TIMEBUYERS
MOREY HUMM & JOHNSTONE
350 Fifth Ave. (1), LO 4-2240
Sinclair Refining l KATHRYN
[SHANAHAN
MORSE INTERNATIONAL
122 East 42nd St. (17), OX 7-2100
MEDIA MANAGER - ORRIN CHRISTY
Vic k ( hcinical (Vaporub, Va-tra-nol, "1
Cough Drops, Cough Syrup, I RAV
... . ' ' f M.ARDLE
Sorskin, Seaforth)
JOHN F. MURRAY ADV. AGENCY
22 East 40th St. (17), l.E 2-800O
Whitehall Pharmacal 1 ALICE CARLE
NOBLE, ALBERT, SIDNEY ADVERTISING
52 V underbill Ave. (17), MV 6-87 OH
Allied Chem
Nitrogen
ical & Dye )
n Division I
TROY
FERGUSON
NORMAN, CRAIG & KUMMEL, INC.
488 Madison Ave. (22), PL 1-0900
Blatz Beer ]
.... MARY
Kaiser-Frazer I UOWLINC
Revlon j JL'LIA LUCAS
OGILVY, BENSON & MATHER, INC.
589 Fifth Ave. (17), MV 8-6100
MANAGER - MARTIN KANE
Helena Rubenstein ]
Lever Brothers L FRANK GIA-
,D. , /NATTASIO
(Rinso) J
Lever Brothers (Good Luck) ) ANN
Pepsi-Cola (Schweppes) j JANOWICZ
Melville Shoe Corp. (Thorn McAu) !. MARTIN
[KANE
Philip Morris Co. Ltd. (Dunhills) l R'TA
[ BERSEILING
PARIS & PEART
370 Lexington Ave. (17), MV 9-2424
MEDIA MANAGER - WEYMOUTH SIMMS
Great A & P Tea ]
Joe Lowe Corp. (Popsicle, Fudgicle) I
Rockwood & Company (chocolate) [
Spratt's (dog food) I
PARKER ADV.
11 West 42nd St. (36), OX 5-3565
Better Living [- DAVE RATKE
J
White House Co. (18 top hits) I CHARLENE
j HIRST
Scott Mitchell i set of drills) J. BOB de^t
J
PRODUCT SERVICES GROUP
17 East 45th St. (17), MV 7-O204
Brook Park Dinnerware 1
Tress-Kit I MARTHA
Roto-Broil "400- j R°SE
REACH, BATES & MATTOON
720 Fifth Ave., PL 7-7676
MEDIA DIRECTOR - RICHARD B. GORDON
N.J. Bell "I
Red Top Brewing ROSE ,TALU
Red Top Beer — Wundcrbrau
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEB ERS
FLETCHER D. RICHARDS
10 Rockefeller PI. (20), JV 6-5400
Eastern Airlines 1
U. S. Rubber Company
(Footwear Division, Keds) [ J'M KB A
(Naugatuck Chemical Division) I
IUTIIRAUFF & RYAN
405 Lexington Ave. (17), MV 6-6400
MANAGER MEDIA IIMEBUYING DIV
\ l\< I N I DELUCA
Sun Oil
\iihui Murray
Vmerii .in Airlines
Frostee
I rilos
Eastco (Clearasil)
Bosco
< II \Hl
• ORBE
GORDO
HUGHE
George
Heffern •
Edward
Sherinii*
BEN SACKHEIM AGENCY
2 West 57th St. (19), PL 1-2200
Flex-Let Corp
u
RITA
O'SI II t
SCHEIDELER. BECK & WERNER
487 Park Ave., MV 8-8866
SUPERVISOR - VERA BRENNEN
or
Hueblein "|
Manhattan Soap (Sweetheart, Protex) j. J!^?.1',*
Mcllhenny Co. (Tobasco Sauce) I
International Salt J SALLY
Mueller's Macaroni ( REYNOH
REGGIE SCHLEBEL, 1>C.
7 East 47th St., EL 5-7785
PRESIDENT -REGGIE SCHUEBEL
Salada Tea ) JEAN
United Automobile Workers I SULLIVi
SCHWAB & BEATTY
38 East 57th St., PL 1-1557
"j GEORGE
Readers Digesi \ J^"*^'
J ALEXAM
RAYMOND SPECTOR CO.
445 Park Ave. (22), MV 8-4407
DIR. RADIO TV- RICHARD BLAINE
Hazel Bishop J. {j^"*"1
STORM & KLEIN
45 West 45th St. (36), CI 6-1700
ARTHUR
^•lT
MARLED
STREET & FINNEY
45 If est 45lh St. (36), CI 6-1700
V.P. & RADIO TIMEBUYER- HELEN THO?
SECRETARY TO HELEN THOMAS - JEAN
Doan"s Pills ]
Florient Deodorant j. ,HE
Kan-Kil |
THOMAS
SSCB
477 Madison Ave., Ml' 8-1600
Carter Products, Inc.
Arrid — U. S. (Regular & Chloroph
Arrid — Canada (Regular & Spray
WD ) JEAN
ay) j CARF
CARROI.I
Rise - U. S.
Rise — Canada \ STEVE SI
Bingo - U. S.
110
SPONSOR
Look into tlae^ F'vitvi
i***
in'
Representing:
Albuquerque. New Mexico
KOAT-TV
Augusta. Georgia
WJBF
Bakersfield. California
KERO-TV
Bangor. Maine
WABI-TV
Baton Rouge. Louisiana
W8RZ
Champaign. Illinois
WCIA
Cheyenne. Wyoming
KFBC-TV
Chicago. Illinois
WGN-TV
Columbus. Georgia
WRBL-TV
Dayton. Ohio
WHIO-TV
Eau Claire. Wisconsin
WEAU-TV
El Paso, Texas
KTSM-TV
Eugene. Oregon
KVAL-TV
Jackson. Mississippi
WLBT
Lynchburg- Roanoke, Va.
WLVA-TV
Nashville. Tennessee
WSIX-TV
Pensacola. Florida
WEAR-TV
Phoenix. Arizona
KOOL-TV
Portland, Oregon
KLOR
Pueblo-Colorado Springs, Colo.
KKTV
Rochester. New York
WHAM-TV
Salt Lake City. Utah
KUTV
Santa Barbara. California
KEY-T
Scranton-Wilkes-Barre. Pa.
WARM-TV
Seattle-Tacoma. Washington
KTVW
Sioux City. Iowa
KTIV
Springfield-Holyoke. Mass.
WWLP
Springfield. Missouri
KYTV
Temple-Waco. Texas
KCEN-TV
Tucson. Arizona
KOPO-TV
Wheeling-Steubenville
WTRF-TV
. . . \nd we think you will agree that merchandising,
in all fields, will hecome more and more important to
maximize TV advertising effectiveness.
. . . That is why we, together with our Television
Stations, have studied and drafted a plan to help you
merchandise your schedule on all Hollingherv stations.
We call it the . . . Ilollingbery Four-Point Plan.
Call your Ilollingbery man for details —
George I*.
Hollingb
Co.
Offices: New York Chicago San Francisco Los Angeles Atlanta
14 NOVEMBER 1955
111
!;
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYER9
It. -t Fll.lll.
Presto "I
HO Quid cOau M<nKiN(
HO Cream Farina J
Lever Bros.
Lifebuoy J. •»EAN .
' I CARROLL
Silvi i
Dust \
JACK
CANNING
Vim ^A1TER
! BOWE
Noxzema Chemical
Simoniz
JEAN
CARROLL
Pall Mall J. SALTER
j BOWE
Smith Brothers ]
Whitehall Pharmaral (BiSoDol — |
Regular Mints, Chlorophyll Mints, | _____ CIT_r„
Powder; Infra-Rub) [
Mrs. Filbert's (margarine, mayonnaise. |
salad dressing) J
Clark Candy ) jack
Blue Coal J CANNING
J. WALTER THOMPSON CO.
420 Lexington Ave. (17), MV 3-200O
HEAD TIMEBUYER - JAMES O. LUCE
, - , 1 MARTO
Atlantis Sales \ K,RCHER
1 ALICE WOLF
B'illo ,2_JH
I SMITH
Champion ) MARIO
Purolator Products J KIRCHER
1 LUCIAN
CHIMENE
CLINT
Ford Dealer Adv. I PACKARD
I PAUL
DOUGLAS
J SY GOLDIS
Ford Motor Central Fund L LUCIAN
CniMENE
Shell Oil UOE BARKER
ALLEN SACKS
J.B.Williams \. AIXEN SACKS
J
HEAD TIMEBUYER- JAYNE M SHANNON
Devoe & Reynolds "1
Kilmer I MARIO
K.Imer I IRCHER
Mentholatum I
Eastman Kodak
Scott Paper
\i
FR\NK
MARSHALL
1 JOE BARKER
Johns-Manville ^TOM GLYNN
DEWEY YATES
Oneida j. ALICE WOLF
Pan-American
* Assistant
TOM Gl/i \\
DEWEY YATES
AGENCY. ACCOUNTS, ADDRESS _ PHONE TIMEBUYERS
Standard Brands I ^E^BARKE^
U. S. Lines )
W.F.Young ) NANCY SMITH
HEAD TIMEBUYER- ANNE C. WRIGHT
Aluminium Ltd. ]
Blue Cross j. NANCY SMITH
urch fe Dwight I
Ch
Irving Trust ) MARIO
National Fisheries ( KIRCHER
Lever Bros. I TOM GLYNN
JOY ADRAGNA
Owens-Illinois Class )
Pacific Mills \ NANCY SMITH
Pharmacraft 1 MARIO
Pond-s Extract f KIRCHER
J ALICE WOLF
Alexander Smith I ™ArNKall
Sylvania I TOM GLYN*
f DEWEY YATES
king \
Ward Baking I po"-Y ALLEN
J
ALLEN SACKS
N. Y. Central I ALLEN SACKS
WILLIAM H. WEINTRAUB & CO.
(See NORMAN, CRAIG _ KUMMEL, INC.)
WESLEY ASSOCIATES
247 Park Ave., EL 5-2680
Shulton, Inc. (Old Spice) \ {g,SAE£H,£
YOUNG & RUBICAM, INC.
285 Madison Ave. (17), MV . 9-5000
V.P. AND DIRECTOR OF MEDIA-
PETER G. LEVATHES
EXECUTIVE ASSISTANT-
WILLIAM E. MATTHEWS
ASSOCIATE DIRECTOR-FRANK COULTER
ASSOCIATE DIRECTOR-THOMAS M. HACKETT
ASSOCIATE DIRECTOR-CHARLES T. SKF.LTON
ASSOCIATE DIRECTOR-HENRY L. SPARKS
ASSOCIATE DIRECTOR-SAMUEL THURM
(All Borden;
Institutional; Cheese Division)
Duffy Mott (Apple Products; Sunsweet
Prune Juice; Clapps Baby Food)
Borden (Starlac, Evaporated Milk; )
Instant Hot Chocolate; Eagle Brand) j
Bristol-Myers (Sal Hcpatica; Buffcrin;
Yitalis Hair Cream)
}=
ARTIN
I RPHY
Sy Drantrh*
Drackett (Drano; Windcx)
1 WILLIAM
DOLLARD
Thomas
Comerford*
Ford Motors (Continental
Div.) J.
EDWIN BYRNE
Robert
Kowalski*
AGENCY. ACCOUNTS. ADDRESS i. PHONE TIMEB'ERs,
General Cigar (White Owl Cigars; Wm.
Penn, Robert Burns Cigars &
Cigarillos; Van Dyke)
General Foods
VANCE -NC.
Arthi
Meagl •
VANCF
Marie
FitzpiUk*
All Products; Corporate "1 JOSEP!
D-Zerta I L,"c<»
Jell-O J
Baker Coconut "I
Birds Eye Div. L KA^
(Jack _ Jill Cat Food) J
Calumet Baking Powder
Certo & Sure Jell
Kernel Nuts
Log Cabin
Maple Del
Sanka
Swans Down Cake Flour
Baker Chocolate
.' GARRET
Swans Down Mixes I BAHR
Postum [ Geor*.
Ma. .
La France _ Sat
Minute Prod
tina ) A.
ucts J
B. PUT
Ma— ' I if*
Goodyear Tire & Rubber "|
(Goodyear Tires; Lifeguard I {.??*
Tubes; Institutional) I
Gulf Oil
I li \NK
GRADY
John
Warne
International Silver '
(1847 Rogers Bros.: International
GEORGE
Genet i •
Sterling; Stainless by International) J hoff.Ma
Johnson & Johnson (baby product-
Surgical Dressings
[ucts; )
Div.) \
Life Savers
Lipton Tea & Soups
Lorillard (Kent Cig.)
KIRK
CREINEF
Joseph
O'Brle
FREDERK
WEISS
Bert raj
Hopt*
THOMt-
COMERF 0
JOHN
BENDER A
Martin
Luka-I • «
Metropolitan Life Ins. I floi rv
Simmons | Betie I -
I White-
», ■ , - - - . I ARTHUR
National Sugar Refining I jo.NES
(Jack Frost; Arbuckle Sugars) | Kennet
Phelps
Procter & Gamble (Cheer)
Remington Shaver
WILLIAM
\\ \l KUC
M arris
Robert*
\ A-MJarfRK!-
112
SPONSOR
The swing ain't to KING ^&C&'
\*
i*
oo
tve
KING -TV
Seattle Station "B"
Tacoma Station "A"
Tacoma Station "B"
KING-TV—Starting its 8th consecutive year
of leadership in the Nation's 12th largest
market — the great Seattle-Tacoma area.
Channel 5— ABC
100,000 Hans
Blair-TV
PULSE
52.0
24.6
19.3
6.1
ARB
58.2
26.9
16.5
3.3
Total Weekly Aivrages, August, 19i.
FIRST IN SEATTLE-TACOMA
KiNG-TV
Otto Brandt. lice-Pres. and Gen. Sfgr.
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS AGENCY. ACCOU NTS. AD D RESS &. PH ON E TIMEBUYERS
Time (Life Magazine; Time Inc.;
Sports Illustrated Magazine
Timi
M MITIN
MURI'in
CeorKf
II ... I . > '
GEORGE
Mill I MAN
Crnn lei «•
Hurley*
WARN I N
I1AIIK
Georf.'i-
MarDow.ll'
DURHAM. N.
II\K\1 VMVSSENGALE CO.
>.,.... Ill.lt:., Durham, i\. C, 6177-6916
\l \\ \(.F.R - KNOX MASM ^
B. C Remedy I KNOX
'. MAS- I ^
RALPH H. JONES CO.
I „r,„ Tower (2), Garfield 1-2300
Nu-Maid Margarine
Kroger Company
Happy Family Baking
Strictmann Biscuit
Duncan Hines Macaroni
ANN SMITH
. EULA REGGIN
EDNA
HAVERKAMP
MIDLAND ADV. AGENCY
firtt Salt. Bank BWg„ 105 E. Fourth. Main 1-2112
Burger Beer IB. B. FISHER
PECK-HEEKIN
411 Walnut, Garfield 1-1520
Bavarian Beer (. R'CHARD
• PECK
CINCINNATI. OHIO
STOCKTON-WEST-BURKHART
1303 First Natl. Bank Bldg., 105 E. 4lh, Dunbar 1-5600
Jergen's
Hudepohl Beer
Gibson Wine \ DOUG BURCH
Island Creek Coal J
CLEVELAND. OHIO
BEAUMONT & HOHMAN, INC.
W« Bldg. (14), Cherry 1-3656
Greyhound Bus 1
McKesson & Robbins I WM-
Whirlpool Washers J JASINSKI
FOSTER & DAVIES, INC.
2116 Keith Bldg. (15), Cherry 1-0711
Alliance Tenna-Rotor
Alliance Boosters
) MILES F.
? McKEARNEY
> JESS TAYLOR
I I LLER & SMITH & ROSS
1501 Euclid Ave. (15), Cherry 1-6700
W G
\ uininum Co. of America ) CHAIKLEV
Sherwin Williams Paint ( LOU J.
BOYCE
GREGORY & HOUSE, I\< .
2157 Euclid Are. (15), Main 1-7822
'Assistant
I ' I ' ( I M I IN
Duke Amoniated Chewing Gum 1 HOUSE
Wilson Plastics ( MRS. MARION
REEVES
GRISWOLD-ESHLEMA.N CO.
27IIO Terminal Tower (13), Tower 1-3232
Tappan Ranges I R. C. (DICK)
B F. Goodrich \ WOODRUFF
(Mood and Miller Tires) I ppjERS
LANG, FISHER & STASHOWER, INC.
1020 Euclid Ave. (5), Main 1-6579
Brew. Corp. of America
(Carlings Black Label Beer) I McKELVEY
Grand Industries, Inc. (Stoves) f DAVID
Richman Bros. J STASHOWER
McCANN-ERICKSON
3SS Euclid 4ve. (14), Cherry 1-61150
Standard Oil of Ohio 1 BRUCE
,,i » ii t i i HARDY
Ohio Bell telephone | john
Perfection Stove [ SALTIER
Leisy Brewery j *»**,,
MELDRUM & FEWSMITH ,INC.
1220 Huron Road (15), Cherry 1-3510
Willard Batteries
Glidden Paint
Dearborn Motors ( Ford Tractor) STAUDERMW
Stewart Co. of Dallas f MURIEL
Durkee Foods | MACK
Seiberling Tires J
NELSON STERN ADV.
Film Bldg. 2108 Payne Ave., Tower 1-5255
CDR Rotor (Cornell- 1 BRUCE
Dubilier-Radiart) \ STERN
SWEENEY & JAMES
510 Bulkley Bldg., Main 1-7142
Firestone Tires [ DOROTHY
OF.STERLE
OKLAHOMA CITY. OKLA.
lvNOX-ACKERMAN ASSOC, INC.
1411 Classen Blvd., Jackson 42211
Little Giant Vaporizer
Nil hols Seed Co.
Nichols Fertilizer & Chem. Co.
Progress Brewing Co.
Central Merchandise Stores (T G & Y)
Servus Bakers
Brownie Potato Chip Co.
ER\UY WASEY & CO.
First \al'l. Bank Bldg.. Regent 6-5429
WILLIAM C.
5HROUF
HARVARD
PAGE
Central Dairy Products j
LeFcvre Chemical I ELLIS GIBSON
Home State Life Ins. 1 A- v-, FIECEL
ci wii- I >"TCHELL
Shawnee Milling | WILLIAMSON
Indreson-Pritchard Oil I
GALLOWAY-WALLACE CO.
UK. \F 23, Jackson 41953
Vda Milling Co. } WALLACE
Colonial Mfg. Co. f HIGH
« U.LACE
AGENCY, ACCOUNTS. ADDRESS & PHONE TIME
LOWE-RUNKLE CO.
liberty Brink Bldg., Regent 63521
Amber Liquid 1
Cains Coffee Co. KEITH
Superior Iced Mill ( MATHlk
Arkansas ( it\ 1 lour Mill
TULSA. OKLA.
DL FELICE ADV.
11.17 S. Main St., Cherry 2-0267
YF?
F.llis Home Appliances ) pfter
Christian Echoes ( DeFELI.
GIBBONS ADV.
802 Daniel Bldg., Luther 7-24-14
BIRR
Won/ Biscuit \ CIHIIO
DEE llllu
C. L. MILLER CO.
1648 S. B.mlder, Luther 2-5205
Oral Roberts Broadcasts t. MARC
i ruvvi
CUNB
WATTS, PAYNE ADV.
900 S. Main St., Diamond 3-9108
Malt-A-Plenty ] | pS| |^"'
Okla. Tire & Supply J. HAI \.\
O/ark Nursery I lJO\
WHITE ADV.
V lical Bldg., Riverside 2-2428
Gables Ranch House Sausage ]
Renee Teen-Age \ £• E- '
Crusade (Evangelist) J
^ i
WILSON ADV.
123 E. 21st, Gibson 7-7101
Wichita Federal ) JOHN (
Savings & Loan ( WHITY
PORTLAND. ORE.
SHOWALTER LYNCH ADV.
Alderway Bldg., Broadway 0525
Chefs
Haley Canning } pRA
s Famous Foods ( AR.N"
AITKLVKYNETT CO.
/ tOO S. Penn Square. Rl 6-7810
BARt I I
II U.LOVII
ARNDT, PRESTON. CHAPIN, L\MB <S
KEEN
160 >. 1 5th St., LO 4-1 Kill
FLORA
1'OJACK
THE BUCKLEY ORGANIZATION
2106 Lincoln-Libert] Bids-- Rl 6-0 mo
UHLE A
HI t KLI'JR
114
SPONSOR
IN PORTLAND, OREGON
KLOR BRINGS 1,798,000
EYES* INTO FOCUS ON
TOP SPOT ADVERTISERS!
\\Y WAY Vol LOOK AT IT. KLOR-( IIAWI I 12, Portland,
( )regon, is one of the West's top SPOT bu) s ! ( )regon Territorj m\ et
looked better... never was riiher! KLOR-Channel 12 gives you a big,
prosperous 27-county coverage ... embracing 310,000 TV homes...
2.9 viewers per set*... 7595 saturation. IT'S LASY TO SE1 thai
KLOR's top SPOT leadership has been achieved with top program-
ming, both ABC. network and local.
TAKE A CLOSE LOOK at some of KLOR's local participating programs Portlanders go for:
LADY OF THE HOUSE /'
with Vere Kneeland
Noted Food-Fashion Authority
Mondaj through Friday
3:30-4:00 p.m.
RON MYRON SHOW
\ ariety Program
with Guests and Music
Monda) through Fridaj
2:30-3:00 p.m.
Till KIDS \KI GOGGLE-
EYED (»cr lln'» live, local
participating program now ■.ecu
In iir a >«cck 1>> popular demand:
FRONTIER SCOUTS
Happy ( ombination
i>/ Do-It) our self,
'Sntiirt' I. ore and
) outh Activities
Tuesda) and Thursday
4:30-5:00 p.m.
Programs AND
ADVERTISERS are
Switching to . . .
and Ratings are
Zooming at . . .
KLOR
ACADEMY THEATRE
( film participating )
Ist-Hitn Million $ Features
Saturday, 7:00-9:00 p.m.
TV SPORTS DESK
(local participating)
»ith Charlie LaFranchise
\\ ednesdaj . Thursday . I ridaj
6:30 p.m.
915 N.E. DAVIS ST. ■ PORTLAND, OREGON
Represented Nationally by GEORGE P. HOUINGBERY CO.
New York • Atlanta • Chicago • San Francisco • Los Angeles
14 NOVEMBER 1955
115
AGENCY. ACCOUNTS ADDRESSi PHONE TIMEBUYERS
mm |- S. CANTOR VIA. iGENCl
171 1 ii ../..„. Si n> in. <■ i
-(il l- 9
( \\ Hill
Mil t LEMENTS ( <>.. INC.
Ii, ill I I,,. inui St., HI (,-(1236
\l V l\ KIM.
I ( I NNINGHAM COX, INC.
1622 Chmttnul St., in l-l-'.',n
JOSEPH I
i (i\
DITTMAN & KANE ADV., INC.
/. ir/i / - Bldg., PI 5-1546
J. JESSI1
h l\l
Nil DOR1 MUS-ESHLEMAN CO.
1522 locu$l St., hi 5-2590
JOSEPB It.
ROLLINS, JR.
THE ELKMAN CO.
i:i.-,ii Suburban Station Bldg., LO 4-5715
JOSEPH
ELGART
I I l(. i:\I5U M-WERMEN ADV. AGENCY
1922 S/„-„r,. St., I.O 7-1466
DAVID
\\l UMKN
I'M I
PHILLIPS
THE RICHARD A. FOLEY. ADV. AGENC1
I52A 11 ,,l nui s/.. hi 5-1560
ILICE L.
MOONEY
ERNEST WM. GREENFIELD, INC.
220.I Spruce Si., I.O 8-2945
RALPH A. DART, INC.
iron ii „/„„, s,.. pf s.st77
HLENING & CO.
225 S. ;.»#/. s,.. A/ 6.3838
ERNES!
GREENFIELD
RALPH A.
II VRT
I . UK Ul
HENINC
[IOPSON ADV. AGENCY
919 Commercial Trust Bldg., Kl (,.. ~,t, u,
H. G. HOPSON
PHILIP KLEIN ADV. AGENCY
( nivertlty Bldg.. 16th & Locust Sts., PE 5-7696
ED. FELBIN
I. M. KORN & CO., INC.
1528 Walnut St., hi 6-O6O0
I M. KOR\
I W KNSON RUREAU OF ADV.
IJI2 I heitnul s/.. hi 6-1O30
hvkio. \.
ECBERl
1 VKKETING & ADV. ASSOC.
'*'"" ^iiuare Bldg.
Phillips Parking Co. I, PAT
GESHERVILLE
nil. MARTIN AGENCY
" ilford Bldg., 13rd &■ Arch St:., Ill 2.121,5
-I Ml KIIAGEN, INC.
Ii.til t hmilnul Si., in l-l l<) i
georce
MARTIN
I . II.
Si I!. KM M.I \
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUYERS
SAMUEL TA1 BMAN & CO.
ir.ll SanMoma s,.. Ill l-t>792
MM
I U IIM \N
TRI-STAGE ADV. CO.
/' s / - lll.lt:.. Room 2909, » I 2-1952
\\ UK, HTM AN ADV., INC.
1619 Chestnut St.. I.O 4-3526
>OI
Ml SSE1 M w
N \TIIAN
\l I \ VMM II
CHATTANOOGA. TENN
CHATTANOOGA MEDICINE CO.
1715 W. 311th St., 5-4521
Black Draught \
Soltice I FBANK
Cardui f WALSCH
Velvo |
LOOKOUT ADV. CO.
1084 Duncan Ale., 9-3219
Happ\ Valley Farms
Firsl Federal Savings (
& Loan Assoc, f CARI GIBSON
Grapette Bottling j
NELSON-CHESMAN CO.
240 E. 11th St., 6-4942
Fleetwood Coffee \ RICHARD H.
i LEI PER
POWER & CONDON ADV.
217 Spring St., 7-7338
Cavalier Mfg. I GEORGE
B I POWER
THE PURSE CO.
5th & < hestnut St., 7-1264
Krystal Hamburgers I
Kay's Ice Cream
Newton Chevrolet . PJmlp
», ■ , I WORTH
American National
Bank & Trust Co.
KNOXVILLE. TENN.
EDWIN C. HUSTER CO.
318 Winona St., N. E., 5-1185
Bush Bros.
Winter Garden Co.
Brown Greer Co.
East Tennessee Packing Co.
Tennessee Valley Bank
Rodgers & Co.
Kimballs
I. S. Hall & Sons
Indoor Comfort Distributors
( leveland Milling Co.
LAVIDGE & DAVIS
Fidelity Bankers Trust Bldg., 5-0418
Lay Packing Co.
Home Federal Savings &
Loan Assn.
Mi \u\ Knitting Co.
Swan Bros.
( \I McClung & Co.
, E. C. HUSTER
'JACK KRESS
A. W.
LAVIDGE
CHAS. B.
DAVIS
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEB ER>'
i
CHARLES TOMBRAS & ASSOC.
502 S. Gar St., 5-9424
|. Vllen Smith Co. ) jq
Security Mills ( Mc
MEMPHIS. TENN
KIM
MILL"
COLE CO.
15O0 Stcrick Bldg., 5-3604
Berjon Drug Co. I .
I- -r n rw r- I LESTER
t. I . Browne Drug Co. I loLE
K( \stone Lab. | E. I. BjJK
Nix Co. I 'NG, JRM
GETZ CRENSHAW ADV.
619 Gooilwyn Institute, 37-3200
J. Strickland Co.
GREENHAW & RUSH, INC.
641 Stcrick Bldg., 5-5596
LAKE-SPIRO-SHURMAN, INC.
Radio Center Bldg., 5-1571
Blach & White Co. '
Plough, Inc.
Mt \saiia— Penctro— St.
Joseph's Aspirin
. GETZ
< IIIVSH
M It- I I
SIMMON
RORERI
KEEFE
ART - I
ROSENGARTEN & STEINKE, INC.
483 Union St., 37-1566
Stewart's Inc.
SIMON & GWYNN
3329 Poplar Ave., 62-1691
American Snuff Co.
Humko Company
NORTON
ROSEN-
GARTEN
LYNN
*TEINK1
MILTON
sIMON
H. N. ClfN>
NASHVILLE. TENN.
C. P. CLARKE CO.
James Robertson Until, r, 11 79
COGGIN ADV.
5 1 11-211 Stahlman Bldg.. 42-6481
Associates 1 inance Corp.
Colonial Coffee
State of Tennessee
CULBERTSON ADV.
714 Sndekum Bldg., 6-7882
Ulster Batteries
( Mom Sausages
Vietti Foods
DOWE ADV.
415 Church St.. 42-7372
Ainu Bout Co.
\t .in Boot Co.
N.C. & si I. R>.
Neuhofl Packing
Washington Mfg. Co.
Werthan Mills
D. G.
I.UOIIWI
CHAS.
COGGIN J
BILL
I II III Ii I
TOM
II \v, -us
116
SPONSOR
VERY MINUTE
IES ON THE AIR
TOP MAN
PHILADELPHIA
3
y HOURS
'* DAILY
Doug Mm!js>
DANCELAND
Daily for 3' 2 hours Doug Arthur TOPS
WIBG
EVERYBODY. . . . EVERYTHING
indie) even comes close!
No other station
(network
or
MONDAY
-FRIDAY
SATURDAY
MORNINGS
WIBG Sta.B Sta.C
Sta.D
Sta.E
MORNINGS
WIBG Sta.B Sta.C
Sta.D
Sta.E
10:05
4.9
4.8
4.5
3.2
3.0
10:05
5.3
2.8
1.3
2.5
3.6
10:15
5.5
5.1
4.2
2.7
2.6
10:15
5.3
1.8
1.8
2.3
2.8
10:30
5.9
5.3
4.4
2.5
2.7
10:30
5.8
2.5
1.5
2.3
3.0
10:45
5.8
5.2
4.2
2.7
2.9
10:45
5.8
2.3
2.0
2.5
3.3
11:00
6.1
5.6
3.9
2.7
2.9
11:00
6.5
2.8
1.8
2.5
3.8
11:15
6.4
5.8
3.7
2.5
2.6
11:15
6.6
2.3
1.5
3.1
3.5
11:30
6.5
5.3
3.2
2.2
2.7
11:30
6.8
2.6
1.8
3.0
3.8
11:45
6.2
4.5
3.2
3.0
2.8
11:45
6.8
2.5
1.8
3.3
3.6
EVENINGS
EVENINGS
6:00
5.7
3.9
2.0
3.2
3.3
6:00
4.8
3.0
1.8
2.8
3.5
6:15
6.1
3.5
2.2
2.9
3.3
6:15
5.1
2.8
1.5
3.3
2.8
6:30
6.4
3.5
2.4
2.9
2.9
6:30
5.8
2.5
2.3
2.6
2.8
6:45
6.0
3.7
1.7
3.8
3.0
6:45
5.3
3.0
1.5
2.5
3.3
7:00
4.1
3.0
2.0
2.4
1.8
7:00
5.3
2.8
2.1
2.3
2.8
7:15
3.9
2.5
1.9
2.2
1.8
7:15
5.6
2.5
1.8
2.5
2.5
took at the Pulse! Monday thru Saturday ... in the mornings ... in the
evenings . . . whenever he's on the air . . . every minute . . . Doug Arthur's
Danceland enjoys the HIGHEST RATINGS!
What's MORE . . . WIBG backs DOUG ARTHUR'S DANCELAND with BILL-
BOARDS, CAR CARDS, DIRECT MAIL, SPOTS AND WINDOW DISPLAYS
OF SPONSOR'S PRODUCTS. Don't Delay
Call RADIO REPRESENTATIVES Today!
JULY AUGUST PULSE
Pennsylvania's most powerful independent
WIBG
10,000
WATTS
PHILADELPHIA 2, PENNA. Rl 6-2300
AGENCY. ACCOUNTS. ADDRESS A PHONE TIMEBUYERS
\<>Ki l IU in & \^<>< .. INC.
i ',„,./. >, ,,..(/ 1:
< amp < bocolates
Cartel Chicken
Shoes
( hattanooga Mi
Davis Cabinet Co.
Dortch siovl \\ kv
Fidelity Insurance
Fortuni I • • d Mills
I rosty Morn Mc ats
Indian Ki\< i Medicine
Jamison Bedding
I. it. i -.< in Island Salt
National Life &
\. i ident Insurance
O' Bryan Bros, (work clothes)
Reelfool Pa< ki rs
Temco Inc. (furnaces,
In .hi is. dryers, etc.)
1 1 mil ssic Packers
Valli ydale 1'ackers
Warren Paints
Martha While Mills
(flour, meal, etc.)
U BERT
MHII 1
BILL
GRAB \m
ll iimi n
rwiTTi
HILL SATTER-
WHITE
l III I K
III! \N< II
>IMO\ * CWlW
924 Stahlmm Bldg., 5-8909
American Tea & Coffee]
Blevins Popcorn [ W. H.
Rigo Chemical (Kill-Ko) f "OLDER
Hester Batteries |
DALLAS. TEXAS
ADDINGTON. KRITILEK & PI RNELL
3722 /I..,,., r Ave., LA-4134
Quality Bakers (Holsum Bread) J. Jrf.^,
' ILK.
ADVERTISING ASSOC.
Mercantile Bank Bldg., PR-25H9
AYRES COMPTON & ASSOC.
Kirby Bldg., PR-6328
PIRNELL
BERT CLARDY
Scottish Rites Hospital j-AYB
COMPTON
BBDO
Mercantile Commerce Bldg., PR-3431
DeSoto ) TED HAS-
Easy Washers L BROUCK. SR.
' . I MADALINE
Fedders J MOSIER
DON L. BAXTER ADV., INC.
Melba Bldg., PR-4854
I exas Power fc Light } LARRY
Carrier Air-Conditioning ( COULTER
BEAUMONT & HOHMW
1905 Elm St., RA-5388
PALL LEECH
Greyhound Bus Lines I MRS. FLO
LAMBETH
I'M I BERRY
1116 Davit Bldg., PR-3623
MITCH LEW I>
N\M BLOOM
AL LURIE
SAM PRICE
AGENCY. ACCOUNTS. ADDRESS «. PHONE TIMEBUYERS
«<\M BLOOM ADV.
Fidelity Vnion Life Bldg., ST-4736
I ,ii iiki 's Besi I in is
Glazer Wholesale Drugs
Aiii \ Jewelry
White's Auto Store
Skillern's Drugs I.
Scmtner Drug
Princess Gulf Shrimp
Orange Tommy
Pest Guard
CAMPBELL-EWALD
Fidelity Vnion Life Bldg., RA-2094
Chevrolet ^£?°RGE
' BACK
COUCHMAN ADV.
25»/2 Highland Park Village, LO-3888
Blue Cross & Blue Shield
eld "\
ing (
. ALBERT
Armstrong Packing | coiCHMAN
Amalie Oil \ PAUL
Southwestern Investment
MILLER
CROOK ADV.
Fidelity Vnion Life Bldg.,
ST-5771 — Rl-1175
Fant Milling Co. "
Pratt Packing
Mrs. Tucker's Foods
Texas Style Mfg.
S. W. Life Insurance
Walker's Austex Chili
Southland Feed Mills
Linz Jewelers
Davis Hat
Manor Baking
Sledge Mfg. (Tyler Work Clothes)
D'ARCY
Fidelity Vnion Life Bldg., ST-1503
WILSON W.
CROOK
W. W.
CROOK, JR.
JAMES P.
ANDERSON
DON MOORE
FRANCES
BANISTER
R. B.
LAINHART
Cora-Cola I JOHN" T.
Coca Cola J. DWVER
IRA E. DeJERNETT
Employers Ins. Bldg., PR 6389
I'M I BERRY
\i ii i in i
] IRA
Combination Saw-Tractor DeJERNETT
Morton Foods \ ^V.l^f..
. , , .... T ! GILLIAM
Southland Life Ins. MRS. K.
BONAFELD
DeLOACH ADV.
Texas Bank Bldg., RE-4603
GE Dealers
Mama's Cookies
Mitchell Air-Conditioners
(Marlin Assoc.)
JOHN PAYTON DEWEY
2113 N. St. Paul, Rl-5051
AGENCY. ACCOUNTS. ADDRESS &. PHONE TIMEBUY $
GANDY-OWENS
Texas Bank Bldg., RI-4603
Baker's Hair Tonic
Keyko Margarine
Carhart of Texas
GLENN ADV.
New Republic Bank Bldg.,
R1.6686
Lone Star Beer
Gebhardt Chili
Tcxcrete
T & P Railroad
JIM DeLOACH
PETE DEWEY"
W. P. CANDY
RAY K.
(.1 ENM
WARD
WILCOX
LIENER
TEMERLIN
DUKE
BIRGASS
GRANT ADV.
Rio Grande National Life Bldg.
_. _ . GREGC
Dodge Cars ] sherry
Dr. Pepper ( DAVE
GARRETT
L. R. HENDERSON & ASSOC.
;;../.. Loan Life Bldg., Rl-2593
Teg Glyco Inhaler | g r ujN
Western Hatcheries j DERSON
IIEPWORTH ADV.
Reserve Loan Life Bldg., RA-23S3
Breckles
Figaro I SAM W.
_ _.. HEPWORTI
Texas Citrus [WINSTON
Lone Star Frozen Foods | BALL
Child's Grocery
Laurel Products
JIM BUFF ADV.
Gibraltar Life Bldg., PR-3139
Meletio }
Fedders Air-Conditioners | JIM HUFF
KAMIN ADV.
2520 Cedar Springs, Rl-3685
Vaporette '
Crazy Water Crystals
Span-O-I.ife Battery
U. S. Guaranty 8c Trust
Lee Optical (Dallas-Ft. Worth only)
LANNAN & SANDERS
Interurban Bldg., PR-1583
JACK WYA
MARY BLA1
PAUL
FERWERDA
"I JAMES
SANDERS
_ ., FRED FARR
Continental Trailways I AL CARREL
Wallrite f TENA
/ CUMMING-
I JOHN
J PAULING
MAJESTIC
5008 Greenville Ave., FO-8-7541
Big 12 Tonic ^.oHmr
McCANN-ERICKSON
Gibraltar Life Bldg., Rl-1609
BILLY
SANSING
Cotton Bowl Assoc. J. FLORENCE
RICHSTAT-
TER
McCARTY CO. OF TEXAS
Interurban Bldg., PR-4387
Texas School of Practical Nursing L R¥V!| * ...
McCRARY ADVERTISING
2717-A Elm St., ST-2919
Texcrete ]
( rown Western Investments | swiTZER
Oak Cliff Savings it Loan ("McCRARY
Anco Co. J
MckEE-THOMPSON ASSOC.
9QO Tou-er Petroleum Bldg., RA-2191
Southland Supplv "1
Binswanger Glass I ?!A^iLJ-
Comfort Co. Products
M.MAINS ADV.
201 1 Cedar Springs. Room 104
-RA-6563
Pi-Do Corp. ) MeMAHe
Leeco Rug & Upholsterv Cleaner ( HARRY
M. MAINS
118
SPONSOR
on the Pacific Coast,
"Community Merchants prefer Don Lee...
//
from a survey by Dr. Ernest Dichter
Grocers... and butchers and bakers and candle-stick makers ... don't really have it this easy
when Don Lee is working for them— a really accurate picture would show our grocer suffering
from "cashiers' elbow" from ringing up sales.
In a survey of Pacific Coast network radio, conducted by Dr. Ernest Dichter and the Institute
for Motivational Research, community merchants showed their preference for Don Lee by their
answers to these questions :
excerpt from the survey: "What radio station reaches
the greatest number of people? 68 °» named a Don Lee
station. What radio station reaches the people who do
the most shopping? 50 "o named a Don Lee Station!'
This is only one of many significant factors Dr. Dichter found
responsible for the reputation of the Don Lee Broadcasting
Svstem on the Pacific Coast.
Don Lee i_s
}acific Coast
Radio
For a viewing of the film presentation, "The Depth of Penetration of an
Advertising Medium," ivrite to H-R Representatives. Inc.. or to the Don
Lee Broadcasting System, 1313 North Vine Street, Hollywood 28, Calif.
RADIO
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
fUf6£ 3me tOOio SpcHMted,
i
THE NUCLEUS OF A 114-HOUR WEEKLY SCHEDULE THAT
SERVES AND SELLS 161,360* TV HOMES IN 4 STATES.
•Television Magazine — Nov., 1955
DOUG EDWARDS
A.H.P.
ROBIN HOOD
Wildrool
J. & J.
DOUG EDWARDS
Pall Mall
NAME THAT TUNE
Whiteholl
DOUG EDWARDS
Ronson
MOVIE QUICK
QUIZ
Dillard's
DOUG EDWARDS
Pall Mail
LONE RANGER
Gen. Mills
ADA.
DOUG EDWARDS
Ronson
FRANK LEAHY
Dupont
ANNIE OAKLEY
Carnation
PEOPLE ARE
FUNNY
Toni
Papermate
FRONTIER
Reynolds
GRAND
OLE
OPRY
Purina
YOU ARE THERE^
ECAP ^^-""^
.^^ P. & C
"THIS IS YOUR LIF
GUY LOMBARDO
Dillard's
PRIVATE SECRETARY
Lucky
Strike
.uck
Strik
JACK BENN
TV READERS
DIGEST
Studebaker-
Packard
TEXAS IN REVIEW
Humble Oil
BURNS & ALLEN
Carnation^ Ton,
TALENT SCOUTS
EDDY ARNOLD
Butternut
ARTHUR GODFREY
AND HIS FRIENDS
Toni
CBS-Columbia
Kellogg
Prestone
Pillsbury
BISHOP SHEEN
Admiral
CITY
DETECTIVE
Fal staff
STAGE SHOW
Nestle
I LOVE LUCY
P. & G.
Gen. Foods
DANNY THOMAS
Dodge
Pall Mall
MILLIONAIRE
Colgate
CLIMAX
and
SHOWER OF STARS
Chyrsler
Corp.
CRUSADER
Camels
JACKIE GLEASON
Buick
Lincoln-Mercury
CROSSROADS
Chevrolet
TWO FOR THE
MONEY
Old Gold
Sheaffer
G.E. THEATRE
G.E.
DECEMBER
BRIDE
Gen. Foods
RED SKELTON
Pet
Carter
MEET MILLIE
I'VE GOT A
SECRET
Winston
FOUR-STAR
PLAYHOUSE
Bristol-Myers
Singer
PLAYHOUSE
Of STARS
Schlitz
IT'S ALWAYS
JAN
P. & G.
MR
AND MRS.
NORTH
Holsum
$64,000 QUESTION
Revlon
STEEL HOUR
U.S.
Steel
BOB CUMMINGS
Winston
THE LINEUP
P. & G.
Viceroy
GUNSMOKE
Chesterfield
BADGE 714
Evergreen Mills
MY FAVORITE
HUSBAND
Frigidaire
20th CENTURY
FOX HOUR
CELEBRITY
PLAYHOUSE
Dillard's
PERSON TO
PERSON
Elgin/^ Remington
'HATS MY LINE
DAMON
RUNYON
THEATRE
Budweiser
HITCHCOCK
PRESENTS
Bristol-Myers
STAR
JUBI-
LEE
Ford
APPOINTMENT WIT
ADVENTURE
Kent
Revlon
HIGHWAY PATROl
Lion Oil
GROUCHO MARX
DeSoto
MASQUERADE
PARTY
Esquire
Geritol
JUSTICE
Tareyton
IT'S A GREAT
LIFE
Chrysler
MILTON BERLE
MARTHA RAYE
Whirlpool
Sunbeam
RCA
Chevrolet
BOB HOPE
BETTY HUTTON
LORETTA YOUNG
P. & G.
DOLLAR A
SECOND
Mogen David
HIT PARADE
Lucky Strike
Hudnut
BREAK THE BANK
Dodge
PEOPLE'S CHOICE
Borden
CAMERA FOUR
Kay's
PROOF OF ADVERTISER ACCEPTANCE ON THE
LAWRENCE
WELK
SHOW
Dodge
THE WORLD
TOMORROW
Armstrong
THE HUNTER
Tafon
VotvekAotw- o£ ife Sotitfcwejt
KCMC-TV
CB
100,000 WATTS
INTERCONNECTED
ABC
CHANNEL 6
TEXARKANA
TEXAS • ARKANSAS
Now Telecasting Network Color
Represented By
Venard, Rintoul & McConnell, Inc.
Walter M. Windsor, Genera/ Manager
;y, ACCOUNTS. ADDRESS t PHONE TIMEBUYERS AG E NC Y. ACCOU N TS. A D D RES* «. PH ON E TIMEBUYER8 A I. E NC Y. ACCOU N I I AODRKM A PMONI "MinuTERS
I I SHEPHERD ADV.
i iimi
\mh in. in U ml Import
Hollywood Overhead i i
i exllnc Painl
sluink I III'
ii, u,i. hi ni Dallas
MOREI \m> & CO.
. I n Life Rldg.. PR- ft I
vv SbanhouM I Soni, In< .
Pratt Palnta
I c\.i^ I extile Mills
BOB
shi phi in
JHtm
Mill I I I I
B. H
MORI I tMl
\ INC.
,.,..... PR-2V00
POWELL ADV.
mrli.le. RI-9231
I illltnill |
I enylhisl '■ tin i mi EK9
NicRid J
k vi ni
HI II /\(ll V
km:ey & Assoc.
pit. PR-3105
Delaware Pimm ii |
Mi Alester Fuel I cvcti \
Vim i ii .in Wood Window [ WESTFALL
S.P.I.B. KBLB RACEY
(Ml IMUin \l)\.
Im. Rldg., PR-3729
liniMiMB n Moton
Boedekei Vernei Moton
Modern Olds
Maher Bros.
Dallas Morning News
SR.
JIM
It VNDVLL,
JIM
K \M> VI. I., JK.
I II FE ADV.
iil« Rank Rldg., R.t-8035
M. RAT-
I CLIFFS, SR.
Magnolia Petroleum j. MORELLE
RATI I II I I.
I JR.
KS & SMITH
Loan I. if.- Bldg., Rl-604-t
National Cotton Council '
Burleson Honey
Dearborn Stove
Dearborn Evaporative
Fourth Army
Continental-Pioneer Airlines
Taylor Bedding
First National Bank
Uvalde Rock & Asphalt
Guiberson. Inc.
J-B Paints
Insurance Co. of Texas
IRAl'FF & RYAN
i Baton Life III, I-.. R I -6453
Kracketts Co.
Rug Sheen
Fritos (ex. of Texas)
Lone Star Gas
I OINDS & SIMMONDS
ckton, PR-8064
Universal Mills
Craft Hosiery
Luby's Cafeterias
Child's Grocery
Owen Sausage
Liquid Smoke
14 NOVEMBER 1955
B VNDALL
BROOKS
MAR1 ANN
BACCL'S
DAVE
McCONNEU.
HOWARD
nSHEB
\v II SON coss
DOROTHY
I VNIRELL
HERBERT
ROGERS
J.C.SIMMONS
ERNIE I. OWN'
ED GAINES
VI I \ I' VIM- V-
AL
PF.RKINSON
JACK
CRANDAIX
ROBERT T.
HERZ
CHARLIE
NOLANI)
J iMES H. SI ^<>n<.
I, .1.1,,. Union Life Rldg., SI-SS93
Simple Simon i ran n Pia
Cabell'i
Powi i 1 1 edi
VVrinll.iml (.i.iin
Dallai \u ( lond
JIM s( MIM,
DORO I in
— 1 i < Kl I III III.
rAYLOR-NORSWORTHY, INC.
Trlnilr Inlitrwal Bldg., 1120 V. HawWOOd, PR-7 7 73
Airmail Hosiery
roM nors.
w oit i in
rim. ip
I inn Si ii It" il VX Ol I I
American Liberty Oil I SHARON
s| 1 I IV VN
J. B. IA1 I OH
W. W. SHERRILL & CO.
J<>09 Cmdmr Spring*, Rl it: t
State Fair of Texas
Intentate i heatres
J. WALTER THOMPSON
,\W Republic Rank Ride., RI-45I1I
I BILL
, ~in I
1 I.I N|
Itltll I
E KEY
"I J. Will I VM
| ItHAUER
Ford Motor L »'A1 I I H
.' MrCREEVV
III VN
J WILLIAMS
TRACY-LOCKE
2501 Cedar Spring,, ST-4741
Burnis Mills
Resistol Hats
Borden
Duncan Coffee
Mrs. Baird's Bread
Comet Rice
Imperial Sugar
Fritos (Texas only)
Adlcta
Reserve I ife ins.
rout. i.
PRIES
III Kit E.
I HIM VN
ERNESTINE
PARKER
LARRY
DnPONT
PAUL i. ii: v l: n
J. D. "DOC" WILLIAMS
3908 Lrmmon .Ii.-., 71-7977
Proctor's Salad-. ] DOC
Cucllar Foods I WILLIAMS
en r> ci. i BEVERLEY
Sil-O-Sheen UTTI.EJOIIN
TED WORKMAN
Volionol City Bldg., PR-4247
Saladmastcr
Western Co
1
TED
WORKM VN
BOB PICG
Honey Box Salmon I JOAN
BACGETT
:;
FORT WORTH . TEXAS
ROWLAND BROILES
Dan Waggoner Bldg., Fannin 2261
CLAUDIA
"j BEN'GE
Bandera Ha. Co. JVkwvht
M V\W Fl I
i.OODM VN
I \ \N> A \>-»(M .
/■ ■ » ., «<•"<-' /"•'« . aVU
Mills
Will
J II
Banner)
VI III HI
MIVs
u M ..
s| M1KI
I II
IMN
HI N|i| I I
sUV
■si III I N I III II
I Mil
I III I INS
HVV K
I I s.N
JOHN
-IIU VIII
V I.
M. IUMI I
Ml III I III I I
J VI K IIO! Ml S
III) Nil SON
Jul I \ VNs
GLENN \l>\.
Fir. I /■/.■ Bid . Imiiiln II
Mil'
Willi.
Conru \v
J \< K HOLMES & »SSO< .
T & P Patienger Bldg., Fannin
Ni cchi Sew rig M u ne Co. '
id's Chili
I orl H .nil I
Best Yett Foods
ula & Bankers Sp. Cigars
Archer's Champ Dog Food
v ' • u i Corp.
National Health \ I I
Mm i ison Milling Co.
WILLIAM JARY
1115 W. Fifth, Fortune tlQ'J 1
Tcxo Feeds HI! I J VRY
READ-PETTY
1111 W. Lanrattvr, Fannin 7605
Mission Beverage JIIIVN
f READ
SIMMONDS & SIMMONDS
AMI P. Anderton Bldg., Fortune 4710
Red Chain Feeds 1
W. Texas Appliance [j*^^
Dalton ! Best Maid
^ VIES ADV.
1020 Summit ire.. F.diion 1173
POM YATES
Nocona Boots I P v t I
III HIIIII 01
HOUSTON. TEXAS
\LLSTATE ADV.
:ll,t>7 I oakum. JArkion 2-5063
A. M.S. ADV. CO.
1903 Iravi,, J Irk, on 8-3176
111! k MINNs
Rin.il ( rown Bottling 1
Daniel Tire (
AL
s|l VI Kl HOI I
THE ANTHONY CO.
.1.111 »f„nlr,,.r llh.l . f trkton 8-1821 * HI 111
PAD!
HlVIVs
Xil.lN \I)V.
•>l>t l mi It llh.l.. J Irkt.m °-3766
ial Products Co.
Ka/meicr's Assoc.
Leverton & Co. Conners
Rhcem Mfg. Co.
Second Natl. Bank
Childers Mfg
BOB VM IN
JO MOORF
121
AGENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYERS
A. S. BLACK
mi i itm \\
\. S. BLACK <* CO.
s,,/. Jacinto, lAckion 9-HOl
Mi Milli.in
Houston Packing Co.
[- Roebw k
BOONE <* CI MMINGS
1003 Louisiana, JAckson 8-5577 ;
I. It Ml VVI
Great Southern I if<- Ins. ] BOONE
( it) National Bank | "rafflllNGS
town Developmenl Co. j LAI m
~< II ITT
BOZELL & JACOBS
/_•; Carolina, F Air fax 3-4106
, CARL
United <..ts Corp. j STOREY
( olidated Venetian Blind ( JACK
-I I \\ Mi I
BRENNAN ADV.
lilt W. Clay, JAckson 4-7581
Houston Bank & Trust I ,,0l,^JjIS'A?i
Mcgary
CABLE & ASSOC.
1281 Poden, JAckson 3-4433
Roto-Rooter [. IACK CABLE
CARMONA & ALLEN
1607 Jefferson, C A pilot 4-2801
Greater Houston Motors y VALE BROWN
CHARLES CROSSON & CO.
3803 Main, JAckson 8-1525
D'ARCY
1715 W. Webster, JAckson 4-2111
CHARLES
CROSSON
Hou. Ltg. & Power Co. \ BOB WILSON
FOOTE, CONE & BELDING
510 Toft, JAckson 8-5461
1 STEVE
WILHELM
EARL
RICHARDS
I GRACE
J SPANIHEL
GLENN ADV.
1015 Sterling Blag., CApitol 4-2729
JOHN ERASER
GOODWIN-DANNENBAl M ADV.
4814 LaBranch, JAckson 8-0546
O. J'S Beauty Lotion ] JOHN pall
Texas National Bank L £°°PW IN
Napko Paint J DANNENBAUM
GREER, HAWKINS & AGUILLARD ADV.
4714 Fannin, JAckson 2-5191
Trans-Texas Airways ] WENDELL
Houston World's Fair I "'VW^]NS
„ „ . .. , -r , !■ JO ANN
S. Republic Life Insurance [ KOPECKY
Gulf States Paint j ED ALLEN
GREGORY-GIEZENDANNER CO.
3005 Louisiana, JAckson 3-7383
Al Parker Buick
J. A. Walsh
Paty General Tire Co.
LLOYD
GREGORY
CHARLES
GIKZEN-
11VNVER
HYRA
WHEELER
AGENCY. ACCOUNTS. ADDRESS4 PHONE TIMEBUYERS
GULF STATE ADV.
2714 DanvlJla, J Ickson 9-9193
U c ingarten's "1
interstate Theaters [ a. D. MARKS
Robinhood Eggs ( D0,(ALESSAV'
Shelb) Biscuit Co.
KAMIN ADV.
4610 Main, JAckson 6-1181
Finger Furniture
Levit's Jewelers
Mosk's
Gulf Coast Stores
Golden Age Bottling
McCANN-ERICKSON, INC.
<>00 Lovetl Blvd., JAckson 9-1191
Humble Oil & Refining
West Texas Cotton Oil
First National Bank
Hou. Natural Gas System
Texas Rice Growers Assoc.
Dentler Maid
Rutin's Paint
RITCHIE ADV.
Bank of Commerce Bldg., CApitol 7-1828
LESTER
KAMIN
BILL
BLL'MBERG
kern tips
' gend heard
i • r \ DAV
aking Co. J-R|TC
E
RITCHIE
LOU GLAVIS
Fehr B
RIVES-DYKE CO.
2503 Robinhood, JAckson 4-8143
Stewart & Stevenson "j
Metallic Bldg \ EARL RIVES
, i>iug. s roM ROGERS
National Bank of Commerce J
RUTHRAUFF & RYAN
111,1 Voll. Life Ins. Bldg.. 5615 Fannin, JAcgson 4-7531
Texas State Optical ) TED KEADY
Red Arrow Labs. (
GLENN FORT.
TRACY-LOCKE
2332 W. Holcomhe Blvd., MOhawk 7-3306
„ „ I CLAY
Duncan Coffee J- STEPHENSON
J TOM DALEY
VARGA ADV.
West Bldg.. CApitol 7-6956
Acme Airco 1
Star Steel Supply [
Bob McDougal Sewing \ DAVE VARGA
M.ii hint- Co.
SAN ANTONIO. TEXAS
THOMAS F. CONROY
1101 Majestic Bldg., Capital 7-3456
Lone Star Brewing
(south half of Texas only)
Pioneer Flour Mills
] THOMAS
CONROY
MARGARET
STAIR
DAVE
H & H Coffee f GL'THRIDGE
Quaker Oats I JACK SLICH-
1 t.l.MAILK
Saf-Tan EVERETT
I LIABOE
CUSICK-SCHWERKE & WILD
200 Farm & Home Bldg.. 403 E. Travis. Fannin 0974
Patio Foods "I
l inn v Home savings & Loan ' ^''/^RKE
Knowlton Hun
AGENCY, ACCOUNTS. ADDRESS & PHONE TIMEErERs
GLENN ADV.
Transit Tower Bldg., Capitol 7-2369
L. H.Chessher y j»°B
HOLLE1N
PITLUK ADV. CO.
I 23 Auditorium (.ircle, Belmont 3-6131
,
1 JOHN
PITLUK
_ . , _ PAT W TV
Starkist Tuna JACK
Pearl Beer | PITLUK J|;
Alamo Livestock Commission f J:J;JtE .,■
_ , _ J COLLIN
Fab Spray | DAVE
I HI'RHAI
', CHARLI
' CAROL!
WYATT ADV.
4fll Navarro, CA 6-2226
Freiderich Refrig. ) CHARLI
Fox Company ( CAROL1
TYLER. TEXAS
REYNOLDS-ELKIN
271 Tyler Bank Bldg., 4-6714
Gadget Show (TV, ^fj™,
WACO. TEXAS
CIRCLE ADV.
P.O. Box 2088, 2-7301
Youngblood's Poultry lM1,^1E0,_
KI!SEH.4jH
SOUTHS EST ADV.
2508 Washington, 4-5501
Bluebonnet Appliances } RAY HI
RICHMOND. VA
ADVERTISING ASSOC, INC.
1 V. 6th St.
CABELL EANES. INC.
I (HI W. Main St.
JllKil'
mi l
I'ROPEI
JOE EA|
a. w.
\\ 11. 1 IA|
CARGILL & WILSON
II So. Second St., 3-3485
A/E - ROBERT WILSON
RADIO & TV BUYER- E. MANNING Rl ■
Larus Bros.
(Domino Cigarettes)
ROBERT
( WILSO>
j E. MAW'S
Rl BIN
RALPH L. DOMBROWER CO., INC.
EASTERN ASSOC.
2902 W. Clay St.
KALPH I
DOMBRl
RAYMOl
BERRY
W II I !\
SHOTWIL
122
SPONSOR
,( ICY. ACCOUNTS ADO REM* t'HONF TIMlBUYf Hs
, i .NEACLE, IM :.
,g franklin Si.
it v* MONO
II VI I
(.. 1 . M U.I I
MRS. VI l( I V
TIMKW H I
I fCIIl M, MACUIOD tV GROVE, INC
, J \ali„nal Hank 111,1k.
.G-SMITH ADV. AGENCY
| Fmurlh St., T-806S
I II VHI Ks
< HOW llrlt
HI SSI | I
I VM.
It VI I'll
SMI 1 II
DSEY & CO.
, ,„urth Si., 7-8065
Southern Bbcnll / DOROTH1
(FFV Vanilla Wafers) j IKK NELMS
. i. ST AIM IS ASSOC.
Ijll Building
1\E, HEFFNER & COOKE
| I . C.ra,;- Si.
I I I /III (.11
STAPI I-
II I
KI1 STO>K
M VR\ l\
HEFFNER
TEMPLE
COOKK
AI.INCY.ACCOUNTsAlllllliss.vl'HllNt DM I '. AOUHISSAI'HONI II M I HUYIHS
SEATTLE. WASH.
BOTSFORO, CONSTANTINE ** GARDNER
<""'"•'•• »»• ■ !!;",„,,
COLE .V WEBER
920 h. ipublle lit.u . KUoi r.177
Washington State tpple Coma ) DAVID i ■ 1 1 —
\v m State Potato Growi n \ FLOYD i LIM i
MILLER, MacKAY, HOICK * RARTUNG
Sio Virginia >,., hfatnal 6868
BardaM Manufacturing j. EPJiX,
r\( IFIC N VIION \l. \1>\.
8124 Fourth Ave., BUot l toi
I ishei I lourillK Mills t I.KHIIU 1)K \|.
Washington I nut ( mum. ' ||,,%!.X>'
Oregon-Wash. ( alii Peai Bur. | jpraci i-
RUTHRAUFF £ R1 \\
\nrthtrn Life Tuiwr, //,.., 1572
Nalley's Inc. ]
Vi in, II* 1 ine ( .in, lies i £|':,R.RI
,. ■> -r-- RICIIARIl-ON
MI) Tissue
MILWAUKEE. WIS.
it \Kl ic. JOHNSON .v DICKINSON
10 \ PUwnmlnion | (/ /i, ...,./..... .-/./mi
Huntei Pn king mmi- v
Pa in mk
' I II VM IK
sinipltuiy C.arucn Ii.i,i" kih-><iish»
Sunnyland Pai i
BARNES \l>\. tGENCl
"-' I « .„ (M), />■•'> II 2. IV 3
JOHN IIVHSI^
Kingsbur) 1 |U^
u inn in a >
< VMM. ( OS! H. W l\< .
PI" \ /"/„,, /,,„,..„ I,. . II, .„„(„„, |.|,l. .
Mi, Co. | ii D. "VMM
Northwt It) i ii II mil. i Fuel ( •■ i J '
' < OSTICAN
CORMACK, IMSE-REAUMON1 vnv. I\< .
.'r.l.l V .(,</ S( . franklin 2-6440
Marathon ( orp. )
,, , '■ u I*™
\v [si onsin Hydraulii ■ I
CR UWER-KRASSELT CO.
r.i.i v. r,in /i„r,„ si. (2 1, /)„(> 8~8SO0
I \ tnrude M
R Leather Accessories (TV only) iohktta
Phocin\ Ha ii rj M vii vit
Phoenix Ho
Wise insin l eli pi
BROADCASTERS THROUGHOUT THE COUNTRY FIND.-
SUBSCRIBER TO NARTB
ORTHWES
RADIO & TELEVISIO
(school "om8oWce. | ;-:d^9rr
Time, worry and expense can be saved by
calling Northwest Fir^t. John Birrcl, our
Employment Counselor may have just the
person you need. There's no charge for this
service and you are assured of well-screened,
professionally trained people.
Here's why Broadcasters prefer
Northwest's graduates . . .
• Over 16,000 square feet devoted to studios, con-
trol looms, and student servicing.
• Five complete image orthicon camera chains.
• Six complete control rooms with professional con-
soles, rack-mounted tape recorders, disc recorders,
turntables, monitors, switchers.
• Film editing equipment.
• An outstanding staff of professional instructors
who are presently working at network affiliates —
NBC. CBS. ABC.
• Practical training. Professional trainees learn by
doing — actually participating in closed -circuit
productions.
Your collect wire or call is always welcome.
Call Northwest first. Our Employment
Counselor . . . John Birrel . . . assures you of
immediate, personal attention.
HOLLYWOOD, CALIFORNIA 1440 North Highland
HO 4-7822
CHICAGO, ILLINOIS 540 N. Michigan Avenue
DE 7-3836
WASHINGTON, O. C 1627 K Street N. W.
RE 70343
14 NOVEMBER 1955
23
AGENCY. ACCOUNTS. AODRESS «. PHONE TIMEBUYERS
DUFF1 & ISSOC, in< •
-nit v Uh Si., '<" »'7BSl
(-°- ) P. A.
Ha r Co. \ LIMACHEB
BERT S. GITTENS ADV.
739 % Broadway, UK. 6-59*8
iMIimn DIR GERALD S. SEAMAN
i balmers I ractoi D
BOFFMAN & YORK
808 IV. Third Si. (3), Hrua.licay 6-6510
Grafs Soda Water "I
'■""'"'•", B°er f MIXVANNEY
Shalei Rislonc J
KLAI N VN PIETERSOM-DUNLAP
744 N. Fourth St. (3), Marquette 8-6780
HoImuh Produ< t-> j
Robert A. Johnston ( LEE I.
Cookies t- **.r.Aim. rARC
General Mills (Feed
MATHISSON & ASSOC, INC.
411 E. Mason St. (2), Broadway 6-7181
ies & Oandies (
eed D'\ ision) I
iOC, INC.
roadivay 6-71K
WISN TV ) 5E
ill, i High Life Beer I ED
E. P. RITZ
JACK
SEVERSON
. ED BALL
Petco (Clark's Super Gas) j |}£"ryT
MAERCKLEIN NELSON
622 N. Water St., BR. 6-9844
West Bend Brewing Co.
PAULSON-GERLACH & ASSOC.
uOii W. Wisconsin Ave.
AGENCY. ACCOUNTS. ADDRESS* PHONE TIMEBUYERS SEVILLE VIEWPOINT
I Continued from page 31 )
KEN SEITZ ASSOC.
7 to \. Planklnton, BR. 2-0805
Hoi lit k's Malted Milk 1 DON
Fromm Dog Food f MoCLELLAH
WM. G. TANNHAEUSER
623 V 2nd St., BR. 6-7555
K\I)I() IV DIR. -JAMES JEFFORD
• • •
Otis E. Glidden | u u> i I I;
Rippon Cookies ( KUSWA
COM PARAGRAPH NOTES
(Continued from page 104)
State Farm Inc.. NL&B. NBC. P 10:30-11 pm
Sterling Drug. D-F-S: ABC. F 9:30-10 pm
Studebakw- Packard, R&R: ABC. M 8-8:30 pm
Sunbeam, Perrin-Paus, NBC, T 8-9 pm
Sweets. Moselle & Klsen : NBC, Sat 10:30-11 am
Swift. JUT: McC-E: I)TN. Th 1:45-2 pm
Sylvania. JWT: CBS. Sat 7:30-8 pm
Texas Co.. Kuilner: NltC. Sa! 9:30-10 pm
Tide Water Assoc. Oil, Buchanan: ABC. M Th
7:15-30 pm
Tonl Co.. VV&O. CBS. M 8:45-9 pm: W 8-8:30
pm; M. W 11-11:15 am; alt Th 10:15-30
am; Burnett: NBC. Sun 7-7:30 pm: CBS.
Th 3:30-45 pm; Sat 9-9:15 pm; Tatham-
Laird: ABC panic S 8:30-9 pm
TV Time Foods, direct: CBS, Tu 5-5:15 pm
U.S. Steel, BBDO: CBS. alt W 10-11 pm
Vlcks, BBDO: W 5-5:15 pm
Wander Co., Tatham-Lalrd: NBC, W 10:15-30 am
Warner- Hudnut, K&E: NBC, alt Sat 10:30-11 pm
Webster-Chicago, J\V Shaw: NBC. M 7:30-45 pm
Welch Grape Juice, DCSS: NBC, alt F 5:45-6
pm; ABC. T 5:15-5:30 pm
Wesson Oil, Fitzgerald: CBS, Tu 12-12:15 pm
Western Union, Albert Frank Guenther-Law: Th
9:30-10 pm
Westlnghouse. MoCann-Erlckson: CBS, M 10 11 n»
Whelan Drugs. Product. Du Mont, T 9-10 pm
Whirlpool, K&E, NBC. T 8-9 pm
Whitehall Pharm.. Blow-Belrn-TolKo: CBS. Sat
9:30-10 pm; CBS. M 7:30-7:45 pm; T 7:30-
8 pm; NBC W 10:30-11 pm
Wrigley, RAK: CBS. Sal 7-7:30 pm
Yardley. Ayer: CBS F 11-11:15 am
more often
thing new.
been done,
what will come
NARTB is trying some.!
Much work has alread;
We at NBC want to set
out of it. I don'
know exactly what it's going to be bu
I hope it will be more acceptable thai
the old methods which stem back t(
radios BMB method. I don't knovj
what Nielsen will come up with either
but if NCS #2 is like NCS #1, it i!
unsatisfactory so far as I'm concerned
The industry must develop somethin}
that is acceptable and unassailable
We think that, like the NARTB study
any coverage study should be submit
ted to the ARF for approval ant
should be thoroughly field-tested an<
validated before broadcasters, adver
tisers and agencies are asked to sub
scribe large research funds for it. ARI
and Nielsen each have a proposal for i
1956 survey so that the present outi
look is for more confusion than er
lightenment. I believe we should tr
to fill the gaps in our present data t<
get up-to-date information we can us.
in 1956. * *
124
SUNDAYS -MONDAYS and ALL DAYS
WOLF has a lion's share of audience
SUNDAYS (daytime)
32.6% 1st PLACE
MONDAY
thru SATURDAY
WOLF
Share of Audience
Mornings 8 A.M. - 12 Noon
16.9%
2nd
PLACE
Afternoons 12 Noon - 6 P.M.
33.3%
1st
PLACE
Evenings 6 P.M. - 10:30 P.M.
29.7%
1st
PLACE
rKtt . . . Get the whole story (Spring 1955) covering
home-auto-store listening, 4 and 8 year trends, TV operat-
ing hours. Included are the basic market facts on popula-
tion, labor force, industrial work hours, automobiles, tele-
phones, and monthly sales comparisons. Ask for your
copy of The Syracuse Inside Story.
RATING for RATING
RATE for RATE
in
CENTRAL NEW YORK
it's
WOLF
SYRACUSE, N . Y.
National Sales Representative
THE WALKER COMPANY
SPONSOF
BON MARCHE
i Continued from poge 37 I
othei wa\ on the air. Instead, the
itore teams the two media togethet
and 9teps up the effectiveness of each.
Said Sale- Promotion Manager John
Keelei :
•'In virtually ever) instance, radio
cop) calls attention to t he newspaper
ids "ii the same item. Generally, a
lound effect or other attention-getting
device is used and the lead calls at-
ir-u! on tn the primary sales point nf
the item or event.
"We seldom, if ever, expect the lis-
tener to remember more than one
price, particular!) if comparative
prices are used. \Uo. we do not ex-
pect listeners to remember what we
«.i\ toda\ any longer than tomorrow.
"Monday-morning copy, refer- to
•yesterday's a<\' and urges the listenei
to be there early when the -tore opens
at noon, reminding them that they can
-hop until 9:00 that night. Monday-
afternoon e<>[>\ is aimed largely at
evening shopping and the fact that the
event i- now in progress.
"I nless a follow-up newspaper ad
b run, radio copy after Monday morn-
ing does not refer to the newspapei
advertising, but carries on with spe-
cific items and prices for the event,
building up to 'last day' cop) at the
close of the event.
" I he results of this radio plan have
been most gratifving. Increases in
business for annual events have run
from lair to phenomenal with great
consistency."
(NOTE: Individual results of Bon
Man he air campaigns will be detailed
later in this report.)
• Live-vs.-recorded : "To maintain
store identification and consistencv in
our air campaigns, and to avoid the
tendency of some disk jockev announc-
ers to overemphasize the 'personalis*
at the expense of the copv. we tran-
scribe all our announcements, said
agencyman Peter Lyman, "using one
or two of a trio of announcers who
were selected from an audition of ap-
pro\imatel\ 15. By rotating between
the three, and by the use occasionally
of two-voice — but not dialogue — an-
nouncements we keep some variety.
"\*\ e also vary the sound effects and
other attention-getters so that our copy
does not hit a 'pattern' that will make
listeners tune out mentallv through fa-
miliarity. A musical jingle is used
\
.^~*~L
the SPOT
heard 'round
the world!
^2*^^
&-**.**•
/
1 866 people responded to
one week's announcements on KSL
Radio's "Music After Midnight." Letters
poured in from 38 of the 48 states, Alaska, Hawaii,
Mexico, Canada and as far away as Guadalcanal, over
6200 miles from Salt Lake City.
. . . and the spot heard 'round the world RESOUNDS
in the VA billion dollar Mountain West Market
where each day two-thirds of all the radio
families hear KSL Radio, and 9 out of 10
listen throughout the week.
KSL radio . . Salt Lake City
Represented h\ CHS Radio Spot Sales
50,000 Watt Voiee of the M
Mail Response maps available upon request.
14 NOVEMBER 1955
125
for promotion of one sp<-< iii< credit
plan, and we are currentl) planning
the production of another jingle for
anotli' i storewide promotion that will
extend ovei ;< considerable period of
time."
• Program commercials: As men-
tioned earlier, lion Marche is a ma-
jor Seattle program buyer, using a
total of seven capsuled newscasts daily
on two local stations, KOL and KING.
"One news period per day is used
for the promotion of an exclusive
paint line carried by the store," Ly-
man revealed. "About every second
week a special value in the paint de-
partment is advertised. When there is
no special to advertise, general mer-
chandise copy, featuring the brand
name and completeness of the line and
the service, is used.
"On the other six newscasts each
da) we either feature big, storewide
promotions with copy similar to our
spot announcement packages, or de-
vote these commercials to the promo-
tion of credit plans. In no case do
we ever use radio — or announce-
presents
"MILESTONES"
for
DECEMBER
BMPs series of program continuities, entitled "Milestones,"
focuses the spotlight on important events and problems which
have shaped the American scene.
December's release features four complete half-hour shows
— ready for immediate use — smooth, well written scripts for a
variety of uses.
"LATIN AMERICAN CARNIVAL"
December 3, 1955
"THE FINNISH MASTER OF SYMPHONIES"
(Sibelius' 90th Birthday)
Born: December 8, 1865
"FUN WITH MUSIC"
(Best Jokes of 1955)
December 24, 1955
"YEAR END REVIEW— 1955"
December 31, 1955
Full half-hour presentations . . . simple to do, saleable, excellent listening.
Usually four per month, sometimes five. Each script commemorates a special
date or event of national importance.
"Milestones" is available for commercial spon-
sorship — see your local station for details.
BROADCAST MUSIC, INC.
589 FIFTH AVENUE • NEW YORK 17, N. Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
126
ments or programs — for a strictly in-
stitutional approach."
• Timebuying tips: Bon Marche, al- j
though it had used radio as far back
as 1935, had to make up most of its
own ground rules on timebuying
when the newspaper strike of two sea-
sons ago forced it into a heavy air
schedule.
This is how7 Lyman describes the
store's philosophy in radio purchas-
ing:
"When the extreme pressure of the
storewide promotion was over and
after the strike ended, a considerable
amount of study went into the selec-
tion of the stations, days and times
to be used for continuing radio pro-
motion.
"During the three months of the
strike, we had built up a sizable quan-
tity discount on most of the Seattle
stations, and with plans to continue
********
"We have found that radio is unbeat-
ably flexible — and its elasticity is one
of its greatest assets."
ROGER BUMSTEAD
Media Director
David J. Mahoney, Inc.
New York
********
the use of radio throughout the year
we were able to contract for enough
time to earn further sizable discounts
on three or four stations.
"The problem was to decide which
three or four stations would be to our
best advantage.
"A study of the survey ratings in-
dicated that the network stations, while
carrying top-rated network shows, had
fairly high average ratings, but when
broken down by periods when they
were not carrying top network mate-
rial, they were frequently even lower-
rated than the better independents in
the area.
"And, since most adjacencies to
high-rated network shows were al-
ready sold to national spot buyers, |
it was possible, generally, only to buy
their lowest-rated adjacencies and par- <
ticipations.
"On the other hand, while the inde-
pendent stations never reached the
high peaks attained by the network
stations, their averages, hour-in and
hour-out, w ere quite healthy. \\ e
could see that several of them together
offered an average audience coverage
total that far exceeded the individual
network station averages.
SPONSOR
"Further comparisons "I the ratet,
figured on the basis of tin- possible
earned >\\-< ounts through the end oi
the j ear, showed thai we i ould bu)
.in announcemenl on I • • i five in-
dependents for the cost of .1 single an-
nouncemenl mi one network station.
"\\ e average approximately »0' I
to 55' . of the total sets in n~<-
throughout the da) with the foui sta-
tions three of win. h are independent
and the fourth an 'independent type'
network operation. So, l>\ using run-
..I schedule ~[ >< >t packages on the four
independent stations, we find that we
bun the greatest 1 overage foi the low-
est cost that i- available."
The bl*i pay-off: Does the formula
Initio results? Admen can judge for
themselves from these examples:
• Last June using both radio and
television fur a sale of Hlaek Hear
men's sportswear and work clothing,
lion Marche racked ii|> '"the largest
increase for the week preceding Fa-
ther- Da) among an) ol the 7"> -tores
in the \llied Stores chain of which
Bon Marche is a member.
• Vgain teaming radio and t\. Hon
Marche staged a warehouse sale lasl
August during which the store grossed
the largest week's sales in the 56-year
histon of the establishment over
1500,000.
• Radio has e\en enabled the store
to -witch some long-standing tradi-
tion-. "Last November." ageneyman
Lyman recalls, "it was decided to
make a change in the date of the reg-
ular "Month End Clearance.' For 56
years. 12 times a year, it had been
held on the last Friday of the month.
This past year, because of the annual
Santa (Ian- Parade, it was moved up
a week, with a possibl) disastrous
effect on this important event. We
used a heav) radio spot schedule along
with the usual newspaper space. The
result? \ 10'. increase instead of
the expected loss."
• Uso traditionally, retailers feel
that "nothing i- deader than the da\
after Christmas." Radio (hanged even
that for Bon Marche. Reported Ly-
man: " Another spot radio schedule on
Sunday. December 20. tied in as the
others were with newspaper spate.
gave us a bigger day on the 27th of
December than the day before Christ-
mas was. That. too. was the first time
this had occurred in the history of
the store!" •'• •
EXCLUSIVE
n
♦ ♦
OUR OWN
FOREIGN
CORRESPONDENT!
K-NUZ Neu /> ■,■ ■ r, Bill
for,/, rep I
ing direct from
ion
1
Frankfurt
Berlin
Madrid
■JS
I !:•!'> Ill
A msterdam
Europe
A nd the Middle East
Exclusively
reported for
Hou ton, by
Houston's
favorite
Newscaster,
exclusively on
Houston's
favorite
station.
1 his world report is another first for K M fZ, the st n
Houston looks to for "firsts". First in News, Music, and
on the spot report- from "Big Mike" our roving -ration on
wheels, and first in personalities with Paul Berlin. I
No. 1 Radio personality. This exclusive program is spon-
sored by David's Hardwar Si s f Houston.
Nat'l. Rep.: Forjoe & Company
In Houston: Dave Morris — jAckson 3-258 I
14 NOVEMBER 1955
127
ACCOUNT EXECUTIVES
i Continued from page 35)
"That's what happened to my ac- ;
count a couple of months ago," said
one unhappy-looking account man. The
memory of the problem had him chain
smoking. "The media director and the
rarlio-tv director have been at each
other's throats for six months now.
Well, we had sold this client on using
spot radio in a number of major mar-
kets to supplement his network tv
show, when the media director put a
bug in the guys ear about newspapers.
Of course, I looked like a fool when
the client wanted to discuss newspapers
further with me. because we had al-
ready gone ahead and worked out
tentative radio schedules for him."
Want immediate results from tv:
Many clients make the account man's
job a rough one by expecting tv to
double sales overnight. They're more
than a little wary because of its cost,
and then they panic if the results of
their campaigns don't become obvious
immediately. It's up to the account
executive not to mislead them, to start
with, about the outcome of a tv adver-
tising effort.
"You've got to hold their hands
more when it comes to tv," a weary-
sounding agencyman commented. "But
this is more true of the smaller com-
pany, particularly the family-type busi-
ness where everyone from chairman
of the board to son-in-law-in-charge-oL
paper-clips considers himself an adver-
tising expert. So they want tv all
right, but they get cold feet if you're
not around to reassure them all the
time."
Said the account executive for a
jewelry item: "Sure it's an effective
medium; sure we know the client's
spending a couple of million a year to
be on it. But I wish he didn't expect
miracles. The week after our tv debut
the client was polling sales results all
over the country. Of course, he's
right to do that, but he kept asking me
"how come, sales aren't catapulting
ahead?' Let's face it — continuity of
advertising is as important in tv as in
other media."
Some account executives pointed
out that interpreting the media rec-
ommendations of the agency to the
client can become a real tug of war
in extreme cases.
"But even under favorable circum-
stances advertising directors often re-
128
SPONSOR
lire i ihe media prejudices "I eithei
the management or their own particu-
I. ii ba< kground," .1 seasoned \ eteran
of tin- — « » i 1 drink business remarked.
"Thai's when a sophisticated adver-
tise 1 uiih his nun well-balanced Btafl
bet omes ideal t.> woi k w iih. He won't
itarl doubting the effectiveness oi his
radio -< hedule, lor example, ju-( be-
cause lii- competitor has taken a sud-
den hi.iiu-.''
"II hy can't tee be on network?":
Most clients, account men agree, are
sufficientl) educated about air media
trend- these days to realize that net-
work t\ is not a buyers' market these
days. \nd yet, there is -till more than
one companj president with a con-
siderable advertising budget who can't
understand win he can't ^ct an 8:30-
9:00 p.m. slot on NRC or CBS. pron-
to.
''The problem,"' said the account
executive for a drug product, "is that
there's a lot of ego flattery invoked.
and also their own personal habit-
tend to make clients too tv-conscious.
However, it's up to the account execu-
tive to guide the client's media think-
ing, calling in his agency's depart-
ment heads to support his theories
when necessarv."
Said a former media man now ac-
count executive for a cigarette brand:
"It's often difficult to get a client to
accept the fact that he can't buy tv.
I ven in the jammed-up radio days you
could get exposure of your show. These
days an advertiser can say. 'I need a
half hour of tv.' and if the agency
can't come up with one, the account
man's a bum. As it is, all big agen-
cies plant spies in the networks to
find out 20 minutes earlier that some-
thing's loose."
Clients 10/10 are ratings hanks:
It s up to the account executive to in-
terpret and explain ratings to the cli-
ent. His job is made twice as tough
b\ sponsors who lend excessive im-
portance to Trendex or Nielsen fig-
ures.
''I had an automotive account that
had me on the carpet regularly once
a week to explain why we were .05
under our last week's rating, or why
the show opposite was two points ahead
of us," one account exec complained.
"But it never occurred to the client
that we had a network show at a
fine cost-per-1.000, that it was selling
i"i 11- ii • in. ill. thai the dealei - tup-
poi ted ii » itb all kind- of men hai
ing. \ll In- n atched was tin- (Vendex."
'•I ' "in se, -'.mi- ,i I-'- u ho've been
plagued with this particulai headache
add that in .ill laii in--- to tin- fretl
.id in. 111. in . it - mil tin- .'i|\ ri tising
manage] - fault. I le often in tui n has
to ju-!i!\ tin- -Ih.u to tin- client brass,
who are budget- and tv-conscious, but
don't quite understand tin- meanin
ratings.
II hen stations slip...: The ultimate
responsibilit) loi .ill tin- .1 -.oik
nut I. ill- back on tb' 11
' ..nut exei utive I
ids mi «.i- sharp]
minded of this jusl .1 week b<
sponsor's presstime. \\ bile poui
ovei u 1 op) . In- u..t .1 f ran ti< pi
I .ill from the client. It seems thai the
ii asurei 01 the companj had been
m atching t\ in a Bubui b ovei the week-
end and when the • lient's sho« -
on he not.-. I to his horroi that th<
II lii mmercial was a< ompanied b\
the wrong Bound.
4:30-5:00 p.m.
Monday thru Friday
"FOR KIDS
ONLY!"
The show that
keeps KIDS
glued to their
Television Sets
Locally produced for local sales!
Helen Kelly directs this wonder-
f u 1 audience show — with
"BREEZY" the clown and skill-
fully enacted stories— Kids "write
in" for tickets — every show
there's "standing room" only!
Call, wire, or write for details.
The only television station covering the heart of
Louisiana with its $580,937,000 retail sales.
N B C - A B C
Represented by Hollingbery
BR
Channel
Power:
100,000 watts
Tower:
1001ft BATON ROUGE, LOUISIANA
2
14 NOVEMBER 1955
129
'"\\ i had i-wii -'ill special print- to
the stations carrying our network
-how where we wanted to use the new
commercial," the worried agencyman
Bighed. "Bui the station didn't run the
print nil ln-l. derided that the sound
duo tK oil ili«- cable is better than the
track, -<■ the) got (lie right pictures all
right, but tin' words didn't match."
U hen buyers slip . . .: "It doesn't
happen all the time, but even once is
too much," one account man said,
pointing to all the spot schedules wait-
ing on his desk for him to check over.
" \ll that happened is that our time-
Inn rr figured out estimates for our
schedule based on minimum costs
rather than maximums, and by the
tine the client was rcad\ to O.K. the
schedule, I had to ask for 20% more
budget for the campaign if he didn't
want to cut down on markets. Of
course, the buyer's the bum, but I'm
the one who's on the carpet with the
client.
A complaint voiced by many a har-
assed account man caught between the
KTVH Wi*a OLqain. . .
f^MfVi^ r%£]f] AiM*i^iMM
K
9 10 11 12 13 14 15
with
9 OUT OF 15
TOP SHOWS*
WICHITA WINDY
SCORES ONCE MORE!...
For the fifth straight time, the latest
Pulse survey covering Wichita (Sedg-
wick County) proves conclusively that
KTVH dominates. The September
1955 Pulse* gives KTVH 9 out of the
top 1 5 shows and 5 out of the top 1 0
multi-weekly shows. In addition to
Wichita, KTVH covers 14 other im-
portant central Kansas communities.
KTVH, with unduplicated CBS cover-
age, can sell for you!
TO SELL IN KANSAS . . . BUY KTVH
VHF
240,000
WATTS
KTVH
HUTCHINSON
Kansas
CHANNEL
12
CBS BASIC
Represented Nationally by H-R Representatives, Inc.
KTVH, pioneer station in ricli Central Kansas, serves more than 14 important communities
besides Wichita. Main office and studios in Hutchinson; office and studio in Wichita
(Hotel Lassen). Howard O. Peterson, General Manager.
client » pressure and the weight of
work necessary in setting up spot cam-
paigns was that a timebuyer can make
things rough by not having the smooth
kind of rep-relationship that makes for
getting availabilities quickly.
Reps who bypass a/e's: Account
men who've had this problem agree
with timebuyers that radio sales-
men are more apt to go to the client
than tv salesmen.
"1 know the) re angling for an ap-
propriation," said the account man for
an instant coffee. "But actually the
agency's done just as well by them
when they've come to us with their
presentations. If their ideas fit into
the client's sales objectives, well pitch
the medium to the client. But when
they go over the head of the account
executive, they force him to justify all
media decisions all over again and
they don't give him the even break
he'd have if they had seen him first
and told him what their pitch was all
about."
"You mean the star won't be
there?'''': Clients, particularly those
spending vast sums on network t\
shows, tend to feel that their tv stars
should find time for sales meetings,
dealer conventions and visits to local
retail outlets.
"Then it's up to me to see Miss V
who's about to start a run on Broad-
way besides the tv show, and ask her
to spend three days at a meeting be-
cause it would build dealer morale."
complained one account man. "Of
course, a clients got a right to mer-
chandising support from his talent.
But he should try to keep demands for
personal appearances down to the es-
sential one or two major events a
year."
Station managers tcho bypass
a/e,s: The account man is responsi-
ble and accountable to the client for
everything from over-all strategy to
network station line-up to pre-empts.
It doesn't help him if station managers
run to the ad manager without telling
him first in their attempt to get the
client's network show on in their mar-
ket.
•"When they do that they usualh
go in armed with a couple of letters
from local dealers, and right away the
ad manager's in a stew." one account
man said. "Then I'm railed in to ex-
130
SPONSOR
f. \<'IC ii|i|iliinl ion s
ITV 4 STATE
CHANNEL
NO.
OATE
FILED
ERP (kwl
Vliual
A nlmm
ESTIMATEO
COS1
FSTIMATED
1ST VEAH
OP EXPENSE
TV «.T A T I 0 N >.
IN MANKil
APPLICANT. AM AFFILIATE
. BAY, ORE
10, UTAH
I E, P. R.
16 24 Oct. 20.5 836 $155,655 $125,409 None
11 17 Oct. 3.029 414 $64,780 $96,000 None
7 17 Oct. 1.408 199 $56,100 $67,200 None
KOOS. Inc
Shrldon F S.-krtt pt.»
MtTMdM P Young. « p
- Mtlflf Corp
Samuel B Nml'i. pr<->
Arthur R Rllry. v p
A Mayoral L Wm Cortada
partner*
V. S. stations on air
Markets covered
I . S. tv sets ( 1 July '55 I
BOX SCORE
IHfi
JUOi
36,477,000!
•Both new c.p.'i and itatlocu «olng on the air lined here are LhoM which occurred between
IT O
are considered to be on the air when commercial oporatlon nana ••K^T^ciIre radiated power
Aural power usually li one hair the ritual power. •••Anirnna height abore ■Term terrain (not
abort irroundl. tlnfnrmatlon on ihe number of icu In market! where not Lurneted aa beln*
from NEC Reiearch. conilsti of estimates from the stations or repi and muit oe deemed approil
mate. SData from Mil Beeraich ind I'latmlnu. NK.\ No Ocurei arallahle at preeitlm.
on sets In market.
plain whj the show isn't in Kokomo,
Di '1st' the ail manager decides that it
real!) should In- there, forgetting that
that'll take mone) awav from an im-
portant spot campaign in Ice) mar-
ket-."
"If station men brought their gripe
to us or to our media department
first, wed tr\ In give them an over-
all view of the clients problem, or. if
the) had a good point in favor of ex-
tending the Line-up of our show, we'd
go along with them." commented an
unt man whose client recent!) add-
ed nine stations to his line-up. "But
at least give us a break and make the
pitch to the agenc) first."
The a e's got to be a showman :
Ihe whole question of program values
has hecome a problem for account ex-
ecutives. Account men for an) major
client get involved toda\ in all kinds
ol phases of show business that radio
never required.
"I ve got to cast, hire producers and
directors, check on scripts and visual-
ize them. etc.. etc.." said the account
executive for a cereal. "And its a lot
different from radio. I was in one job
tor some five years till recently, and
in that time I hired and fired 11 pro-
ducers. You never had that kind of
pressure in radio."
\ more subtle headache that can de-
velop when the account executive isn't
on top of program values is that he
loses stature and control to the radio-
tv head of the agency. This trend is
becoming more and more apparent,
since it i- USUall) the head of tv plus
another top executive of an agency
who negotiate for network t\ time.
"Since m) client went on t\. he's
had more personal contact with the
t\ \.p. here than with me," an account
man remarked candidly. "You might
sa) that our radio-tv head has hecome
an ex officio account executive for all
network t\ advertisers in the shop. Of
course, in main ways this is unavoid-
able, but the account executive himself
has to protect himself by becoming
more knowledgeable about showbusi-
ness values."
Immense traffic problem in tv:
"You've got problems of film filing
and traffic control that can stagger the
mind. one account man said. "It
would help if you had a couple hun-
dred eves to keep track of things; oth-
• i w ise ) on can't be sure that the sched-
ule that's supposed to ki< k off to tie
in with a certain grocer promotion is
actuallv on the air at the right time.
And you can t depend on stations, reps
and Inner- only. You've prett) well
got to check yourself to keep yourself
covered."
Client with factional disputes: A
major problem arises from a lack of
concentrated authoritv to make strat-
egv decisions on the client side of the
ledger.
V "I'm trying to sell the client on
using a spot radio and t\ campaign,
ihe account man for a gasoline « om-
plained, ''and the sale- promotion l'u\
i- a strong believer in print, while the
advertising director goes along with
the air media. The onl) problem i-
that their budget- Interlock and the
two have to agree before we can make
a move."
"Try and sell client o/i neticork
radio!": Sometimes emotional fa-
tors take the place of judgment on
agency and client side both. But man)
account executives agree that the emo-
tional factor- are at a peak when you
talk network radio.
"I tame to the ad director armed
with tons of figures, statistics and a
hell-of-a-fine network radio recom-
mendation,9 a young account execu-
tive recalls. "I showed him that we
needed rural-area and small-town cov-
erage and that we could get it cheapl)
through network radio. Do \oii think
I could convince him, even though I
had the figures? He'd been hearing
a hunch of the bo) - at the kx al bis-
tros sneering at network radio, and his
feelings were too strong to budge with
any amount of reason.
Getting sales figures: There are
-till a tew i lients w ho are co) aboul
giving sales figures to their agencies.
"The) don't understand they're cut-
ting their own throat- if the) don't
keep u- up to date." the account su-
pervisor for several pa- >ods
brands of a major network t\ -
14 NOVEMBER 1955
131
375,000 strong! WM8Q's
ike nos+kfaedrfo sfaifeh/
(♦v tfie area Prodis ^tesf
~%e ZoiAJesiiriiMgo* U/MBR
>uf oua, (U)QfperrtcMSa#d!
L/ou/e'Booke/L'
■
Mrtfeflru:fflurwi,
C&fUofytSate
4<ZS Madison A^
CARTER M. PARHAM, President
HEADS 'N
SHOULDERS
ABOVE THE REST!
Top "Hooperatings" in 41
out of a total of 62 meas-
ured quarter hours (7:00
, a.m., - 10:30 p.m.) Mon-
day thru Friday. See the
January-February 1955
Hooper Report.
It's aTERRIFIC Story!
AskBRANHAM!
D A r\tr\ NBC AFFILIATE IN
K AUIVJ CHATTANOOGA, TENN.
KEN FIENNIKEN, General Manager
132
said. "We were rotating commercials
for three products on our network
show. Well, it turned out that product
A sold so fast that the client couldn't
keep up with shipments, while prod-
uct B continued to lag somewhat. If
he'd kept me informed about sales
and distribution information, I could
immediately have switched copy or
asked the tv department for new copy. 1
As it was, valuable time and lots of
money was lost because the client con-
sidered sales and distribution figures
too confidential for the agency."
A/e's relegated to position of liui-
son rather than policy shaper:
This, some account men agree, is the
danger of working with a client who
has a huge advertising staff of his
own. For each agency specialist, the
client has a counterpart.
"This can make for verv effective
"There are programs on radio and tele-
vision— there is advertising on radio
and television — that (in my opinion)
should not be there. But generally, the
broadcaster is less likely to engage in
bastardizing his privilege to communi-
cate because his method of communica-
tion so intimately touches the inner
family circle. What he does, he does
before millions — instantly and within
the sight and sound of all members of
the family. Everything is on page one
— occupying full attention at the mo-
ment of contact."
HAL FELLOWS
President
1SARTB
team work." the account man for a
soap company said. "However, there's
the danger that the specialists will
outweigh the account executive and,
unless the account man has consider-
able stature, he can become little more
than a high-salaried messenger bov."
Other headaches: From an $18,000-
a-year man. at one of the top 30 radio-
tv agencies, who was a radio producer
nine \ears ago: "Tv departments play
it cozy. Don't like account men to be
around when they're working on tv
shows."
From a S17,000-a-year man on a
floor wax: "We need definition of
coverage in station line-up for network
tv shows, an efficient 'cut-off' point in
tv station line-ups. Another pain in
the neck is the lack of production con-
trol over live commercials on local tv
shows."
SPONSOR
•( ,,,| is tin- bi^; heada< lie in t\ ,
one :{i)-\ear veteran grumbled.
*■ 1 low can we merchandise radio-t\
|„is ing dramaticall) to the trade with-
out investing a -mall fortune?" a
toiletries account executive asked.
■ | he trade can see proofs of ads. But
|he trade has to take our word I'M it
that t\ and radio advertising exist lor
our product.
S ml the account supen isoi for a
major dint; manufacturer: "We can
demonstrate with a test t\ -pot cam-
paign that we can increase -ale- in a
■elected area, hut we're unable to
prove that the same busing projected
on a national basis i- worth the in-
vestment, mainly because of ill dif-
ficult) of duplicating all factors used
in test area programing, personality
of m.c, competitive station pull, etc..
(2 1 inability of t\ to saturate small-
population markets like oilier media
can."
Said one account exec who's con-
sidered the wit of some of the choicer
Madison Wenue -pa-: " \- an ac-
count man. I"ve got only one major
ambition: to become a client!" * * *
ALCOA ENTERS SELL ERA
[Continued from page 39)
with Joe Culligan I of "Culligan's Raid-
er-'" fame of World War II days, when
the NBC TVs sales chief landed on
the Normandy beaches 20 hours be-
fore D-Day). From him Hunt got a
fill-in on the other Alcoa execs.
"It was lucky," says Hunt, "this
opportunity for our own network
drama came up on that particular day,
because Chief Wilson had landed in
New ^1 ork from a six-week trip to
Europe at 10:00 a.m. the same day.
and had flown back to Pittsburgh in
one of the company plane-."
Actually. Alcoa executives would
have been free to move in on this tv
purchase without the sanctions of \\ il-
son. but they felt happier to have him
approve ahead of time. ("You run
the business here while I'm away." the
-
+
*
c
111
-1
E
<
•
YONKERS RACEWAY 5TH YR
•
>
31
=
O
z
z
-<
•
"JINGLES
that don't
JANGLE!"
LANNY & GINGER GREY
18 E. 50 St.. N.Y.C. 22 EN. 9-7777
VOICES OF ADAM HATS + 10 YRS
tall, dignified president oi \.V oa had
-aid before leaving foi I urope. I fon't
bold up an] naajoi dei isiona
While Wilson doc- in. i generall)
gel in on advertising de< isiona, the
large investments Involved in network
\\ bus- ami the public relations ovei
tones "l such decisions brings them
within his realm of interest
The alternate-week -pon-oi-hip of
the Sunday Bight drama will cost \i
coa $3.4 million for the year, com-
pared with the S2.() million annual
outlay on the Murrow -bow which
\|. oa had ipOOBOred t"i thn
In othei word-, bettei than one third
,,l \|. oa'- t..t illiou advertil
budget i '"t" thai on.- -how
al •■
Ucoa [ "i iti cl the time
slot \.i< ated b> PhhV o even though
M;i ahead, h i.l two orders f"r that
two othei potential spon-
sors. I he feeling al tie- agencj is that
Fullei & Smith & Ross's biggest advan-
- ovei the other bidder- wen- two-
I,, Id : I I naon i lienta
,,,, M;i I \'- Home aho%< than an]
s^**
NOW!
UP TO MAXIMUM POWER
WITH THE
BIGGEST TV BUY
IN THE SOUTH
636,421 SETS!
MORE THAN ANY OTHER STATION
SOUTH OF WASHINGTON, D. C.
More than top power — here's top coverage,
tool WSJS-TV's new mountain top tower
is 2000 feet above average terrain . . . beams
your sales story to the Golden Triangle
cities of Winston-Salem, Greensboro, and
High Point, plus 91 counties in 5 states . . .
with a whopping total of 3,943,000 people!
A 4'2 BILLION DOLLAR MARKET
WINSTON-SALEM, N. C.
CHANNEL 12
WINSTON SillM
GlHNSSOtO
HIGH KXNT
HEADLEYREED. REP.
14 NOVEMBER 1955
33
..tliii single shop, and. Bays Duram,
"You < an always get buyers for night-
time tv, bul the networks are nice to
the gu) who buys daytime. (2) Al-
coa contracted for another pet Pat
Weaver idea, "vertical saturation."
Weaver's concept: "Vertical satu-
ration" refers to I'at \Yea\er's concept
of combining a maximum audience
turnover, mass circulation and a pow-
erful, concentrated advertising impact
through sponsorship of all program-
ing in one particular day. rather than
-pleading budgets through the week
01 on a once-weekly basis. Along with
tli is idea, Alcoa has bought sponsor-
s-hip of all available NBC TV pro-
graming from Garroway's Today to
Steve Allen's Tonight for Tuesday, 6
December, which will be known as
"Alcoa Day on NBC."
•The 'Alcoa Da\ on NBC works
into one of our five separate customer
product promotions for 1955." Ar-
thur P. Hall. Alcoa advertising and
public relations vice president, ex-
plains. "It's part of our 'Christmas
TWO TOP CHILDREN'S SHOWS
on WGN-TV in CHICAGO!!
"GARFIELD GOOSE
AND FRIEND"
5:30-6:00 P.M.
Monday thru Friday
Consistently one of the highest
rated children's shows in Chicago
. . . average ratings of 5.6% in
Telepulse and 5.7% in ARB in
September! An offer in September
pulled 42,932 requests!
This powerful, proven show is available for either full sale or announcements.
"Lunchtime Little Theater"
12 Noon-l:00 P.M.
Monday thru Friday
Featuring Uncle Bucky and Uncle Dan,
1st run Looney Tunes and a peanut gal-
lery, this potent noontime show reached
an average of nearly 75,000 homes per
quarter hour in September.
Ward Baking sponsors one strip — the re-
mainder is available Eoi sale l>\ strip or
by announcements.
Check your WGN-TV Salesman on these two great buys
441 N. Michigan Avenue
Chicago 11, Illinois
WGN-TV
Chicago Q
For your best radio buy, it's WCN radio, reaching more homes than any
other Chicago advertising medium.
creations of aluminum' promotion.
This promotion is part of Alcoa's
big switch in advertising policy. From
its primarily institutional and public
relations approach, the firm is now
plunging headlong into direct sell.
Says McKee, Alcoa v. p. of field
sales: "We're no longer selling only
the Alcoa company or just the use of
aluminum. We're now selling Alcoa
aluminum, and we're selling it pri-
marily through our customers' prod-
ucts. The new look in our advertising
strategy will generate sales of con-
sumer items in the near future."
The "Christmas creations of alumi- ,
num" promotion centers on 28 differ-
ent direct consumer items made of
aluminum which can be attractive
Christmas gifts. This promotion will
kick off on 3 December with a three-
page gatefold ad in four colors in the
Saturday Evening Post, showing a
large store window with the 28 items
in it. "The Alcoa Day on NBC" follows
three days later as the clincher of the
campaign.
"With our participating programs
on the network on that Tuesday we
expect to reach a minimum of 40
million people in 20 million separate
homes," says Hunt. "In most in-
stances, the program stars will do the
commercials."
To get this promotion off the
ground, Alcoa arranged for a closed-
circuit presentation through NBC TV
on 15 September. This half-hour
show was carried in color to 20 cities
all over the country where 700 Alcoa
sales people. 200 customers and over
175 representatives from cooperating
department stores heard about the
promotion.
"The closed-circuit showing cost us I
only 815,000." sa\s Hunt, "but it put
the promotion over, and therein in-
sured our $125,000 investment for Al-
coa Day on NBC" (With the $3.4
million for Alcoa Hour and tv partici-
pations, Alcoa's tv budget is running
now at about S3. 6 million.)
All the stars of the Alcoa Day ap-
peared on closed circuit, uave tvpical
commercials, while Dave Garroway
m.c.'d the proceedings and explained
the point-of-sale material and display
support to the guests. As a result al-
ii lost each of the 63 cooperating de-
partment stores will give at least one
window displav and one interior dis-
play to the "Christmas creations of
aluminum."
134
SPONSOR
'*()m- interesting aspect «»1 oui ap«
proach to ilii- daj on tele\ ision is the
l,i,t thai the women's programs will
feature gifts for men ami children
Mich a- aluminum canoes, fishing
tackles, etc., while the Steve Ulen
show, for example, will feature gifts
[01 women," says Hunt.
Ucoa's approach i<> ii- commercials
on The II' "a Houi i- .iI-ip a rather
radical departure from the institution-
■J and | > i j 1 > I i < relations content ol \l-
oa commercials on the Ylurrow -how
until la>t June. I line an', ol course,
continued public relations aspects t<>
Alcoa's advertising strategy, rhe com-
pany's long l>a< kgi uiind ol dragged-
oul government investigations on vary-
ing monopol) charges from 1939 on-
ward (with one decision >till pend-
ing) make an enlightened public rela-
tions program a must for the uianl in
the aluminum industry.
One public relations idea lathered
In Vrthur Hall i- incorporated into
occasional Ucoa commercials on the
NBC I \ drama. The firsl of these was
introduction ol the program on its
premiere, 1(> October, 1>\ Chief Wilson
himself. Said he to the viewers: "I
hope that \ou will find our occasional.
brief references to the aluminum busi-
ness of interest and in good taste."'
This appearance, of course, is the
corporate or public relations aspect
still to he found in Alcoa advertising.
It is part ol a plan to personalize
management — a plan that has prece-
dents among other giant industrial
concerns whose main public relations
problem has always been the fact that
management was unfamiliar to the
public and. hence, suspect. Such -other
heads of major industrial concerns as
Morehead Patterson, chairman of the
hoard of American Machine & Foun-
dry Co.. and Hen Fairless. former
president of U. S. Steel, made their
tv debuts on their own company-spon-
Bored shows.
The hulk ol Ucoa commercials,
however, will be devoted to promoting
consumer products made b) \lcoa cus-
tomers. With an e\e to making the
most ol its t\ investment, Ucoa has
made reciprocal arrangements with
main of its customers. \n aluminum
garden furniture manufacturer, for ex-
ample, nun see his products displayed
on tv and incorporated into Ucoa's
commercials. In return for this, he
mentions Ucoa in his own promotion-.
And buys Alcoa aluminum.
I In- MM laht'l: |„ 1 1 1< - 1 1 effort to
-ell Ucoa as a brand, exe< utives ol
the .iliiiniiiiim giant have had -'- dif-
ferenl labels ol the same basi< pattei n
designed to be used l>\ its customers
on the finished prodm i-.
"I he \h oa label is the gimmii k foi
the customei to he in to our manifold
-pe< ial customei produ< I pi omotions,"
sa) - I liini. "' I In- \ e.n we're ha\ iug
five ol these. In 1956 we expeel i"
have I-' different customei product
promotions. We give these labels (see
cut page 38) i ir customers, who
then plai e them on theii prodt* I
thei on tags "i on do als.
Saj - I lall : ' \l< oa - promotion ol
tin- label will make a minimum of
Iiiii million impressions on the publh
in 1955. ' ustomci - tie-in promotions
ami advei tising "I the label is expo t
ed i" in' rease these impressions to an
estimated 800 million."
\ ii iii.ilK ih<- entire advertising ef-
fort oi Ucoa i- ol.\ ii .ii-l % di\ oted to
reaching the largest numbei of people
h iih -ell messages. I hi- is the reason
Ucoa e\e. uti\ .•- give foi the sw ii< h
'i1
I'll II
PREFERRED
STATION
FOR
NEWS . . .
WIBW-TV
...AND ALSO PREFERRED FOR SPORTS, WEATH-
ER. AND FARM SERVICE by viewers in TopekAREA.
This was proved by the Whan TV Study of the Topek-
AREA— a penetrating depth study of the viewing
habits of this region, made during Jan. -Feb. 1955 by
Dr. F. L. Whan of Kansas State College.
A call to your Capper man or Topeka will bring you
this enlightening study without cost.
CBS
ABC
TOPEKA, KANSAS
Ben Ludy. Ccn. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep: Capper Publications. Inc
The Kansas View Point
14 NOVEMBER 1955
135
new:
KCRA-TV
changes
the picture
completely in
California's
rich
Sacramento
Valley!
channel
Complete NBC basic programming
— with TV stars and programs
never before seen in the area —
has come to the fabulous Sacra-
mento Volley!
Sacramento's new station — KCRA-
TV, Channel 3 — is the only low
band VHF station in the Valley.
100,000 watts maximum power.
The television picture has changed
in Sacramento — a change that af-
fects you, your clients and the
viewing habits of thousands of
Sacramento Valley families.
Be sure to re-evaluate your televi-
sion advertising in the Sacramento-
Stockton market. Take a second
look at your present spot sched-
ules and programs. Then call Petry.
KCRA-TV delivers one of the
country's richest markets, with
spendable income of more than
two billion dollars!
KCRA-TV
channel 3
Sacramento, Calif.
100,000 WATTS
MAXIMUM POWER
BASIC AFFILIATE
represented by Edward Petry & Co.
from Ed Murrow's See It Now to The
Alcoa Hour.
"\\ lli our new show we hope to
reach 30 million people per Alcoa-
sponsored hour," says Hunt, "com-
pared with the eight million Ed Mur-
row reached. Mr. Murrow's contract
ran out in June, just a couple of
months after our basic sales strategy
within the company was undergoing
an overhauling."
The Alcoa Hour, produced through
NBC T\ h\ Herbert Brodkin and his
assistant producer, Philip Barrie Jr.,
is expected to have wider family ap-
peal.
The first show, on 16 October,
"The Black Wings," starred Ann Todd
and Wendell Con .
"Since it's a Sunday night show:,
we hope to be able to feature some
of the top Broadway talent, who
couldn't appear on any other night, "
says Hunt.
"Ed Murrow's program was fine,
but it reached a very adult and very
elite audience. Today we want to
reach mass consumers," he adds.
Indicative of the change in strategy
is the fact that the Ed Murrow show
was under the jurisdiction of John
Fleming, Alcoa's assistant director of
public relations, whereas The Alcoa
Hour is under the jursidiction of
Flemings counterpart in advertising,
Todd Hunt, the advertising manager.
Said John Fleming about the Mur-
row program: "While the show {See
It Now) was a public service, it was
not out of the realm of controversy.
It had to be controversial. You cant
find an item in the papers that people
won't argue about. There was seldom
a Murrow show7 which wasn't contro-
versial to someone. But this was all
right with us. \^ e were just concerned
about the treatment of the material."'
i For detailed analysis of Alcoa's
reactions to the Ed Murrow programs,
including the much debated McCarthy
shows, see page 40.)
Alcoa is not satisfied to judge its
advertising by ratings or write-ins
alone. In spring 1955, for example,
Alcoa ordered some opinion research
surveys.
"We've done opinion research in-
« luding studies before tv and after,"
John Fleming told sponsor. "We sur-
veyed our commercials for sponsor
identification and irritation factors.
These all tended to support the con-
tention that the show (Ed Murrow's)
was doing us good."
With its strong emphasis upon de-
veloping an Alcoa-brand conscious-
ness, the firm is even now running a
survey to determine the success of its
labeling program among the public.
"We introduced the labels in April
1955." says Hunt, "and we wanted a
control, so we began our public opin-
ion survey very soon after the intro-
duction. We'll continue to run such
surveys every six months to determine
how Alcoa-aluminum conscious the
public is becoming."
\eir product coming: Alcoa's most
significant attempt to woo the mass
consumer will occur early in 1956
when the company introduces its first
consumer product, Alcoa aluminum
wrap.
"This product," says Hunt, "will
form the spearhead of all our promo-
tional activity. Behind it Alcoa will
place one of the largest advertising ex-
penditures the company has ever allo-
cated. And television will, of course,
be particularly important in our
plans."
This product will naturally be in
direct competition with Reynolds
Wrap, which is currently advertised
on Frontier, NBC TV Sundays 7:30-
8:00 p.m. On this half-hour film show,
Revnolds Metals Co. advertises its line
of aluminum raw product which com-
petes both with Alcoa and with Kaiser
Aluminum Co. Reynolds also uses
spot radio. Kaiser is currently not on
tv, but does use some spot radio.
Competition is a very recent prob-
lem in Alcoa's history. Lntil 1940,
the Aluminum Co. of America I owned
and managed by the Mellon, Davis
and Hunt interests I actuallv controlled
"Hey, look — somebody must've
been advertising over KRIZ
Phoenix!"
136
SPONSOR
100( , ol the I . S. aluminum market.
I,, 1940, partly because ol New Deal
monopoly actions begun in 1937 and
parti) because of a pre-war need foi
tei aluminum |>i oduction, the go>
ernmenl created two competitora arti-
ficially b) gi\in;: contracts and sub-
sidies both to Re) nolds and to Kaiser.
During the past 15 /ears, Ucoa's
-line of (lie market has shrunk from
100 (o 10' , . luit it- -ale- have in-
creased four-and-a-hall limes. Sales for
the three I .S. aluminum pnxlm ers
looked like this in 1949: Ucoa, $34 LO
million; Reynolds, $131.9 million;
Kaiser, $76.2 million. In 1953: Ucoa,
.5 million; Reynolds, >L.';!7.!! mil-
lion: Kaiser, $182.6 million. In 1954:
'...'5 million: Reynolds,
| 106.7 million; Kaiser, $226.6 million.
In 1955, Ucoa's sales may be up
some SI 12 million over 10.11. partis
through its aggressive sales and ad-
vertising program, and parti) through
a low-cost, long-range program ol
buying aluminum ingot from its for-
mer affiliate, \luminium Ltd. of Can-
ada. * * *
SPRAYING
[Continued from page 11 |
ol bacon urease smeared over it.
\\ hen producing the Tappan Range
commercials on The Bob Crosby Show,
for example, we had a battle with tech-
nicians to let the beauty of the range
show through. The first thing they
wanted to do was give each range a
coal of yellow water paint. This works
beautifull) if you are doing a dramatic
scene in a kitchen and you want the
"white goods" in the background to
pale into insignificance. But if you
want a range, or refrigerator or dryer
or any similar product to appear on
the screen with the same personalis
it would have on the dealer's floor,
don't camouflage it with water paint.
It will look like a pl\ wood mock-up.
Don't give it a bath in dulling spray.
It will look drab and lack luster. And
it will dull the appetite of Mr. and
Mrs. Consumer for your product.
After winning the "battle of the
water paint." we conducted a continu-
ing campaign of wiping off the "dull-
ing spray." This was intensified dur-
ing the weeks we featured a range
called the "Chrome Queen." Needless
to say, the "Chrome Queen"' was a
lighting problem. It had so many
chrome facets that it reflected light
14 NOVEMBER 1955
PAL .4
€U£4\
\ IOodrWAT?if
j ' "i
w-PAL
of Charleston
South Carolina
(.in-- mIiii i i i - 1 .r.ii.l. <l into (In kin
llrl Hilll Hi . . . it lirtuitl niu . 11 -/' 1/
pertonolitj ROCK1 BODGES!
V n.il. frantic jm . . . top* in bia line
as i negro deejaj . . . straight from
Lot tnajelet to <mr Coastal Carolina
audience! klreadj In - lac sensation
ol tin- station with lii- Introductory
ovation !
Thia miike^ w-l'\l. Ml)', negro In ii«
programming now. . .
I In- iiiiIn Station in inir inn t;i);i .in.i
ili.ii can nuke that statement!
|{> the \*»y. RoeJky's mi at some hoi
times ... 6 to ft a.m., and I I a.m. in
I : 15 p.ni.
another ir-l* il. star toietman for your
product'.
As Itorlo would mi>, "All right. <»/"
ttaeetie — whaddaya waitin* for, hunhf"
Forjoe & Company
Dora Clayton,
Southeast
now
tn
proof positive
WCUE
FIRST
AKRON
latest
Hooper
ratings
March-April
1955
SHARE OF
RADIO AUDIENCE
Mon. thru Fri. Mon. thru Fri.
8:00 A.M. -12 Noon 12 Noon-6:00 P.M.
WCUE
32.2
32.7
Station B
29.5
28.3
Station C
27.0
21.6
Station D
4.2
9.3
Wcue
John E. Pearson Co., Notional Representatives
Akron'j only Independent— we're home folks.
TIM ELLIOT, President
137
[ike .1 diamond. There was a chrome
lop roll as well as « limine stripping
a< ross the front. Pari <>f the chrome
was in a satin finish and pari in a
brush chrome finish. Naturally it was
necessary to delineate between the
two. But (ill chromium bloomed black
on camera. Dulling spray was rushed
to the scene ami the hath began. Ten
minutes later it was no longer a light-
ing problem; it also no longer looked
like the ""< Ihrome Queen."
So \\e removed all dulling sprav.
We rigged a cheesecloth tent to serve
a- ,i shield between the range and the
main source of light. The tent diffused
the light sufficient!) to enable us to
treat the most offensive "hot spots"
with dulling spray. Even with these
precautions, we had glare. But the
"Chrome Queen" looked like the
"Chrome Queen."
The moral of the story is this: Tele-
vision can take pretty pictures of your
product. If you sell sterling silver,
diamonds, automobiles, appliances, or
anything that shines, you will have to
work a bit longer to achieve it. These
same television engineers and studio
technicians, who at times are obstruc-
tionists, are capable of some wonderful
things. If thej know your problem
and are given a creative voice in solv-
ing it. they can be the most helpful
and cooperative people in the business.
Give them a challenge. * * *
SPONSOR ASKS
{Continued from jxtfie 59)
■i
Hubbell Robinson
V.P. Network Programing, CBS
CHOICE OF PERFORMERS
• When it comes to deciding where
to produce one of our programs, the
first and foremost consideration is al-
GET
4f6*£WU...
WITH THE
MOST POWERFUL TEAM IN THE DETROIT AREA!
CKLW-TV penetrates o popu-
lation grand total area of
5,295,700 in which 85% of all
families own TV jets.
Channel L
325,000 Watts
National Rep.
Adam J. Young, Jr., Inc.
CKIW rodio covers a 1 5,000,000
population area in 5 important
states. The lowest cost major
stotion buy in the Detroit area.
800 kc. Radio
50,000 Watts
ways talent. By talent 1 don't neces-
sarily mean only performers. In mam
cases writers, directors, producers,
even technicians are a prime consid-
eration.
Take a show like / Love Lucy or
Our Miss Brooks. Here not only are
the stars West Coast residents who
could not easily be persuaded to move
to the East, but it took the know-how
of a Hollywood camerman such a-
Karl Freund and his crew of experts
to develop a filming method which, to
date, has proven to be the most effec-
tive way of combining live sponta-
neity with filmed excellence.
Studio One, on the other hand, is a
program leaning heavily on theater-
trained actors and personnel, and as
such has set a standard in the presen-
tation of live television drama here in
New York. The real criterion is qual-
itv. And to get quality we will go
wherever the talent is. be it New York,
Hollywood or anv other part of the
globe.
Guardian Bldg., Detroit
Richard Pinkham
I .p. in charge of television network
programing, l\ H(
EACH COAST HAS ITS SPECIALTIES
Obviously both coasts have much to
offer to the television program pro-
ducer and. especially now that the cost
factors are fairly well leveled off. the
true advantages of either production
center are more and more the govern-
ing factor.
In vears past it used to be that a
filmed program for instance might be
produced in the East simply because
the cost of production per finished foot
of film was less. This is no longer
true and today we are more likelv to
consider the availability of talent, fa-
cilities, technicians, etc.
On the performing talent level. Hol-
lvwood seems to boast a considerably
138
SPONSOR
i quantitv ill reliable prolession-
,iU wiili primaril) him experience.
iiii.iliis wise, mi tin- nthii hand, there
inn .ill\ bettei pel formers among
the no-name talent in the I ast, this
el\ (lue In tiie proximitv nl Hi oad-
and tin* Mi ingenl requii ements
which the stage demands ol il- at tors.
\\ riters appeal to be more plenl iful
in the West. I don't know whethei the)
like to lull in the sun u hile <li earning
up plots or whether il is the proximit)
of the motion picture studios with theii
iii% iting big-mone\ potential.
Live drama, especiall) ol the hour-
»how type, seems to he consistent!) bet-
n in the East, \gain. I believe thai
proximit) ol Broadwa) and the in-
ible excitement ol theater a- a con-
epl arc largel) responsible l"i that.
\\ hile the East is learning, film, on
be other hand, is still Hollywood's
iirai. \\ ith motion picture technique
ing been developed al the expense
the mm H' industr) m er hall a cen-
urv. we benefit immensel) b) drawing
>n their know-how and experience.
Of course in addition there are cer-
ain physical advantages to working in
he West. I hese are the availability
>f any kind of props, the proximity of
i variety ol locations, the usuallv good
-hooting weather and dozens of little
kings that are the result of wars ol
notion picture production or of geo-
graphic location.
To us at NBC actual shooting facili-
- are no problem, as we have devel-
iped excellent plants on both coasts.
Hut often the preference of a kev per-
ionality, usually a name star, will
us to override other considera-
ons.
W hile the proxiinit\ of sponsors
here in the Fast is rarel) an advantage
n the creation of a program, this fac-
i- important in the- production of
oinmcnials and 1 believe that, for
that reason, the majorit) of commer-
ial production will remain here.
st in Power
and Coverage
1,000,000
WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
• \\ hile the Easl m Y\ est question
some years ago coul I easily have been
called synonymous with film or live,
this is no longer true. \\ illi the grow
ing importance ol tv. technician- from
cither coast have invaded the other.
Techniques which used to l>e the sole
secrets ol a select few in Hollywood
are known today to their New York
colleagues and. similarly, it is possible
today to find fully efficient crews with
which to produce a program live on
the West Coast.
In the light ol thi-. while the terms
Film and Hollywood and Live and \cu
York are still synonymous in our
minds simpl) 1>\ virtue of past asso-
ciation, there is no real reason to take
a show to either coast in preference to
the other, except the availability of im-
portant talent or the geographic ad-
vantages, which one may offer over
and above the other. In the light ol
this latter, it goes without saving, that
I would not attempt to produce a \\ est-
ern or, let us sav. a Kin Tin Tin in
New York when Hollywood offers not
only the year-round weather advan-
tage but also fully equipped motion
picture ranches and otherwise the type
of Western landscape which i- essen-
tial.
In addition to these features, a i ase
such as this would draw on the trained
horses and dog-, the wrangler- and
stunt men that have been part of the
Hollywood 3cene ever since the motion
picture industry began and which
could not be duplicated in the Easl ex-
cept at unwarranted expense.
Ill the matter ol available studio
-pace, it seems that whenever spa
needed it can be found even here in
the East, and it seems ironic that tele-
GIVES YOU
A MILLION PEOPLE
1
3
- MILLION FAMILIES
4
- BILLION DOLLARS
Annual Retail Sales
If you're looking for a terrific buy
for your client (most buyers are) . . .
then buy Sunflower Network. Sun-
flower gives greater coverage at a
lower unit cost, and... one buy...
one billing means less work for
you. ..saves you time and the
client's monev
■41**
Hie SUNFLOWER NETWORK
KANS WREN KSAL
5000 NBC
1480
S0OC fcBC
1250
SOW MBS
1150
KVGB KOAM KGGF
5000 NBC
1590
10.000 NBC
860
10 000 ABC
690
14 NOVEMBER 1955
139
This announcement of expanded service to the advertising industry was published in October
"but*
ill "■
Standard Rate & Data Service announces
its most significant editorial improvement in 37 ye;
v
%
. . . making CONSUMER MARKETS' state maps and market
statistics readily accessible, monthly, in SRDS itself
Starting in May, 1956, each of the regular monthly
issues of Standard Rale's Newspaper, Spot Radio, and
Spot Television books will include all three of the
vital tools of market and media selection —
1. The regular standard listings of newspaper, radio
and television rates and data
2. CONSUMER MARKETS' state maps for easy geo-
graphical analysis and quick identification of avail-
able media by types
3. Up-to-date Consumer Markets' statistics . . .
state, county, city and metropolitan area data on
population, households, spendable income, retail
sales by store types, farm data, and other vital
market information that provides the gauge of a
market's potential and the basis for measuring a
medium's coverage of a market.
Over a ten-year span, Standard Rate <£ Data Service
has made Consumer Markets an incomparable
source of geographical and statistical data, compiled
especially for the advertising industry. One of many
marks of its universal acceptance and widespread use
is the frequent and regular quotation of Consumer
Markets' statistics by media in the presentation of
their own market and market coverage stories.
However, the Executive Committee of Star. I
A Data Service, aware of today's dynamic |
tion of change in America's markets,
intensive study that the publication of ma
only once a year was not enough It recofl
need for current market information, rcflecti \
changes as they occur, and in a form that «. I
it more accessible to more people who in ail
any time, participate in the media-buying [
So now, instead of publishing CONSl mikM
information in an annual \olame, we art
where it belongs. . .in Standard Rate itst I!
This expansion of Consumer Ma-
matches the trend of increasing agency par|
in clients' over-all marketing operai
today's real and growing need for convenicl
to good, reliable market information, at the t
plans and media decisions are being ma
Starting with the May, I9;'
Newspaper, Radio, and Television book
the advertising industry will find I
maps and data, and the standard media lis
where they belong ... all together, in ,SKOS,|
tising's work book of market and media info
S&VS Standard Rate & Data Service, Inc.
The National Authority Serving the Media-Buying i
Waller E. Bonhof. Publisher. 1740 Ridge Avenue, E«a|
Sales Offices: New Yort. N Y • Esansion. Ill • Los Anil
ere's what
ill mean to
dio and Television
stations when
ONSUMER MARKETS'
>ps and statistics
e added to SBDS
The ready accessibility of market
maps, market data, and media data,
all together, every month in SRDS,
brings radio and television stations
these important sales advantages:
More cyc-trallic lor your Service-Ads.
Twice the opportunity to catch the right
people at the best time with the right story,
by placing your market and market
coverage story in a Service-Ad near the
Consumi k Markets' data, and your sta-
tion story in a Service-Ad near your listing.
Greater coverage of more agency and ad-
vertiser people of importance to you.
Improved flexibility that permits you to
dramatize significant changes in your mar-
ket story as they are reflected in SRDS.
Yes, this expanded service to the advertis-
ing industry makes SRDS a natural fit for
your market story and your station story;
gives you new opportunities to sell both.
The May, 1956, issues of the Spot Radio
and Spot Television books will be the first
to carry the CONSUMER MARKETS' maps
and statistics. No matter how many subse-
quent monthly issues you plan to use, don't
miss May! You can imagine the intense
agency-advertiser interest in these first issues;
the multiple use they will get. We suggest that
you act just as soon as you can to reserve the
advertising positions you want mar your
market data and near your station's listing.
STRVS Standard Rate & Data Service, Inc.
#
m
OEP
The National Authority Serving the Media-Buying Function
Walter E. Botthof, Publisher, 1740 Ridge Avenue, Evanston, III.
Sales Offices: New York, N. Y. • f:\anston, III. • Los Angeles, Cal.
There Must Be
Something To It
WHEN 77 ADVERTISERS RENEW
SPOT AND PROGRAM SCHEDULES
. . . here is the Something.
KANV DELIVERS THE
Shreveport Negro Market
LIKE NOTHING ELSE CAN.
OUR ALL NEGRO
AIR PERSONNEL
HAVE THAT GOLD-
EN TOUCH WHEN
IT COMES TO CON-
VERTING LISTENERS
TO CONSUMERS.
THEY PROVE IT DAY
AFTER DAY WITH
PRODUCT AFTER
PRODUCT. GOOD
PARTICIPATIONS
OPEN.
WHY NOT TALK TO OUR REP?
DORA-CLAYTON, Atlanta, Ca.
HARLAN OAKES, United Brdcstng,
Los Angeles, Cal.
BOB WITTIC. U.B.C.. N. Y.
RICHARD EATON, U.B.C., Wash., DC.
ERNEST MILLER
Sportscaster
5 PM til SINE.
Well known in
Educ & Social Fids.
Open for sponsor
KANV
1050 KC
250 Watts
Days
SHREVEPORT, LOUISIANA
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
The Answer To Tired Movies
"The Nightcappers"
MON. thru FRI.— 10:30-11:30 P.M.
— bright music with
LOREN BLAKE'S BAND
—Emcee JIM STEWART
— Starring PETE DOOLEY
Participating Spots Available
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
CHANNEL 50
vision, which was the cause of mam
of tlic neighborhood theaters' closing,
should now be forced to rent these very
same theaters in order to accommo-
date its "rowing demand for space in
which to produce its shows.
We here at ABC have of course al-
ways drawn heavily on Hollywood for
both talent and production. \<>l onl\
were we the first network to fully real-
ize the need for large production space,
which resulted in our acquisition of
the Biograph Studios in Los Angeles,
but we also pioneered the use of major
motion picture studio-produced pro-
graming on tv by bringing Disneyland
to the television viewers. With dis-
tances in this age of the airplane being
no longer of any real importance, it is
my belief that programs in future will
be produced wherever the important
talent happens to be found or wher-
ever geographic considerations will
dictate the choice of location. The cost
factor, which some years ago used to
be an important item, no longer even
bears discussion, as costs have largely
leveled off and economy is no longer
more important than quality. * * *
NOW OPERATING
WEOA— CBS RADIO
ALCOA CONTROVERSY
\ Continued from fxige 40 I
the McCarthy shows. No effect was
seen on sales either, because of these
programs.
The mail, which was very heavy for
these programs, broke down about five
to four against Murrow. Said Alcoa:
"This was a lot less overwhelming than
we would have thought, when you con-
sider that many who wrote in attack-
ing Murrow did so out of loyalty to
McCarthy. In some cases, people sat
down and wrote 10 postcards so the
mail count is not a true indication of
public sentiment. Also, it was appar-
ent that some who wrote had not even
seen the show."
Why did Alcoa drop Murrow?—
"We're now in a big buyers' market
for aluminum." Alcoa admen say.
"There is competition to sell aluminum.
We don't make consumer products but
we must advertise the products our
buyers make. Our competition does
it." I For detailed analysis of Alcoa's
new advertising and sales strategy see
story on page 39.)
"When we tell our customers we'll
help sell their products through our
advertising, they're encouraged to buy
from us. Their ears light up when we
NATIONAL SPOT
TV ADVERTISERS
using programs
in the El Paso Market
are on Channel 4
KROD-TV
CHANNEL 4
EL PASO texas
CBS - ABC
AFFILIATED with KROD-600 kc (5000w )f
Owned & Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
142
SPONSOR
IB) tv, Iiui when we talked Murrow
the) asked, 'What's the rating?' The
■how had 95' i adults, I'm an audiet* e
of i >r 1 1 \ -i\ to seven million in about
three million homes. \\ e needed a
laraei audience. * * *
TV SET COUNT
[Continued I rum page 31 •
leresl in a remeasuremenl of station
< irculation.
Hue thing can Ik- -aid without feai
ol contradiction. Everybodj wants
more lad-, especial!) about i\. Every-
bodj agrees on the need foi up-to-date,
county-by-count) i\ set ownership fig-
ures, for instance. Bui tin- question
rai-i'd l.\ NBC's Beville and such agen-
cy research chiefs a- Maxwell I If of
Kv\l i- whether spending research
fund- <in specific problem areas
wouldn't he more worthwhile than
laying mil mone) for a full-die— na-
tional < overage study. These problem
areas include places where stations in
different cities overlap. The) also in-
clude those areas representing the out-
el reach of each t\ station- signal.
The Beville position also comes down
to a let's-wait-and-see-what-the-NARTB-
can-do attitude. The agenc) people.
since they ha\e no idea of what the
\ \KI~B method is. are not inclined to
< onsider the trade association stud) a-
a solid reason for waiting. But there
are other reasons win the\ feel the
piecemeal approach unsatisfactory.
Here s the opinion of an agenc)
man who heads up radio-t\ research
at a major agency :
"I want nothing less than a full na-
tional study, one that will hans to-
" — but Honey, just because KRIZ
Phoenix makes housekeeping seem
so easy — "
gethei B) thai I mean i stud) that
(an he compared with Census Bureau
Jala '.i . an he < hc< ked against the
material we ahread) have. Bui more
than that, I want to have a -i-l.nl.
0\ ei -all BOUn e .i| infoi malion. I don't
n ant data 1 1 !>m a \ ariet) of bout< es
"li doesn i do me \ ei \ much good
to have to put togethei rating figures
from the iiinei metropolitan -ii<.\ and
othei i overage data from the outei
metropolitan ana. I he figures would
probabl) not be comparable. II I
wauled to know, for example, what
proportion ol the lull station audience
the citj audience of a Chicago station
i-. how could I tell accuratel) unless
I had one coverage stud) with consis-
tent data? \ml how can I get good
i ost-pei -1,000 figures ?
'"I agree that rating information i-
more useful than coverage data. \\ here
you have rating data, maybe you don't
need information as to which station
i- viewed most. But a coverage >tud\
is useful if for no other reason than
to establish the outer boundaries of a
station's audience."
Another pro opinion came from
Mrs. redd) \nderson, radio-ti re-
search chief at BBDO:
"I would like to see a national cov-
erage stud) as soon as possible. \\ e
need county-by-count) figures for both
radio and tv. I know that some of the
data will tell us things we ahead)
know hut most of it will he new. We
need a national stud) rather than
piecemeal information because we have
equivalent data for all stations at one
point in time.
"We have to ha\e radio informa-
tion, too. We spend a lot of money in
radio and at present go through a lot
of mental gymnastics to find out how
well we do it.
\ media research executive at an
important agenc) moving up fast in
radio-tv billings said :
"1 can't wait for the N UtTfi to
come up with something in 1()~>7. I
don't even know for sure they'll come
up with anything at all. And if the)
do come up with something, how do
I know it'll be good.' Sure. I don't
know what Nielsen i- coming up with,
either. If Nielsen comes to me with
something I don't like. I'm in a spot,
because we need information in a
hum. We're spending a lot of mone)
every dav.
"Mai Beville sa\< why spend mone)
to find out listening in New ^ oik and
SALT LAKE CITY
KNAK « FIRST
KNAK's Mel Remy
Mel is the DJ of three popuiar music shows.
12 noon to 3:30 pm and 7:30 to 9:00 pm
Mon. thru Fri. Sunday afternoon record |
12-5 pm. Share of audience 35.2.
24 HOURS A DAY
MUSIC
NEWS
SPORTS
5000 WATTS)
[ NOW GRANTED
COST
PER LISTENER IN
SALT LAKE CITY
KNAK
Station "A"
Station "B"
Station "C"
Station "0"
27.6 Independent
27.2 Network
14.6 Network
13.7 Network
7.2 Network
(Hooper 1955)
Represented Nationally by
FORJOE & CO.. INC.
14 NOVEMBER 1955
143
This Station
Manager Knows
How To Make A
Profit
More than 20 highly
successful years as a
practical broadcaster,
writer, producer, com-
mentator, sales manager,
station manager, agency
executive, station
representative.
Now employed as station
manager of a network
station in a southern
market.
Seeking a greater outlet
for talents. Creative,
hard-working, steady,
professional. Top
re
feren
ces.
Write or wire box 1114
SPONSOR,
40 E. 49th St.,
N.Y. 17, N.Y.
Chicago. My answer is: Where we do
have rating reports which tell me what
I can reach county by county?
"One reason for getting coverage
data is that you get a tv set count with
it. For practically the cost of the same
interview you get additional informa-
tion. Yes, I know the ARF is working
on a way to come up with set count
figures, hut, after all, they'll just be
estimates. Look, we need a set count,
anyway. So you might as well set up
a coverage study to get it."
\n associate research director at
one one of the top five agencies had
this to say:
"Mai Beville has logic on his side.
There are lots of areas where we know
the picture. But there are also a lot of
areas where we don't know the pic-
ture. I don't think it would be any
great advatnage to leave out the areas
where we know a lot. The saving in
money probably wouldn't be very
great. And with piecemeal material
you won't have data on a standard-
ized basis.
"We need a national study and we
need it now."
K&E's Maxwell Lie, however, begs
to differ. He told SPONSOR:
"To tell you the truth, I haven't
given the subject of a coverage study
much thought. The reason is it's not
a burning question in my mind. The
problem is only acute in areas of over-
lap, like certain areas in New England,
such as around New Haven and Hart-
ford. And between New York City
and Philadelphia. And there are other
areas, too. But the important thing
is we don't buy a station primarily
because of the families it reaches out-
side the city. After all, the city popu-
lation often amounts to 70 or 80cc of
the station's total audience.
"It may be necessary to find out
where viewing tapers off but you don t
need a national study for that. Now.
I'm not saying that a national study
wouldn't be helpful. But samples are
too small. What you do is substitute
one kind of ignorance for another.
A vice president in charge of re-
search at one of the top 10 air agen-
cies agreed. He said :
"We need a semi-national study. Re-
search money should be put into areas
where \ou need information. If you
sample according to population in a
national study you would have a big
sample in New York and a small sam-
ple in let's sav Oshkosh. But it's in
Oshkosh where \ou need the informa-
tion most. It may be that the economy
in piecemeal research is not so great
but I think it will turn out to be an
economy.
"On the subject of radio, we may
need data but can we afford to pay for
reliable data? It's not true that add-
ing radio to a tv study is inexpensive.
Radio is a lot different from tv. You
have radios all over the house and a
lot of personal listening. That means
you'd have to interview practically
everybody in the family. That costs
money. If you decide to measure listen-
ing to one radio per home, what set
would you pick? The one with the
best reception or the one with the
worst? The set in the living room, or
the bedroom, or the kitchen? Or the
auto? It's really a big problem."
• •*
MUSIC-AND-NEWS
{Continued from page 33)
segment programing.
On the heels of Monitor, NBC Radio
has come up with Weekday, a Monitor-
styled daytime strip. It has a solid
core of music and capsuled newscast-
ing, but it also has a variety of listen-
ing fare that can be easily absorbed by
the housewife. Weekday will offer such
items as daily dramatizations of pub-
lished short stories that are a consid-
erable cut above the literary level of
soap opera, a running dramatization of
full-length novels, public service fea-
tures galore, and even poetry readings.
ABC Radio, following out the radio
thinking of President Robert Kintner,
is programing its nighttime schedule
around a series of five- and 10-minute
segments tagged AW' Sounds For You.
Again, although it is reminiscent of
the potpourri style of programing often
used by independent stations, it is a
program formula that makes use of
non-musical entertainment segments.
Said an ABC executive:
"During most music-and-news pre-
sentations the listener pays attention
with only half an ear. This cant help
but adversely affect the impact of com-
mercials. In experimenting with New
THE EASIEST WAY
TO SELL THE BIG NASHVILLE
NEGRO MARKET
USE ALL-NEGRO STAFFED
WSOK
144
SPONSOR
Sounds tor ) i>n we hope to ^ct maxi-
mum listenei attention and thus create
a new awareness, not onl) "I the pro
gram, but equally the commercial."
Wrnnger tone: One aspect <>f the
music-and news trend thai '- been over-
looked bj all bul a few thoughtful ad-
men i- .1 question thai occasionally
pops up behind closed doors:
"W no's being helped bj 1 1 1 i — music-
■nd-news trend the sponsor or the
music business?"
It's no small question, either. The
music business I nvonU. publishers,
arti>t>. managers, "pluggers"' i has
about the same view inward the music-
and-news style thai Hollywood's major
studios have toward t\ variety shows
tfaat go strong for the promotional tie-
in. Music-and-news shows, in short,
arc an enticing target for free publicity
for a few big firms.
Every big station that lias ever
shifted over to the m&n approach
quickly finds that its disk jockeys (the
newscasters are largely exempt) are
ver\ quickly the target of a well-oiled
promotion machine.
Various record companies and pub-
\?k/ I
NEW
>RLEANS
KNOK
FT. WORTH-
DALLAS
i srmerly KWBC
HOUSTON
U order
delivers
the Negro
Population
of the
Souths £j
Largest Markets
...cuts cost, too!
negro radio
^ \ <Qoutk
Gill-Perna, Inc.. Nat'l Representative*
Lee F. O'Connell, West Coast
li-liei- -end aiolind -t.uk- nl the latesl
records, often giving an "exclusive"
on a new release to a top i anking
jockey. Contact men wine and dine 1 1 1.-
d.j.'s iii the best restaurants from Park
\\enue in Sunset Boulevard, \iii-i-
■'.n -i identally " drop in on d.j.'s dui
a -liow. It - a situation which stations
fighl in control but is probably not as
greal a dangei to tin- m&n foi mat as is
imitative programing without creative
thought.
Future?: Showmanship seems to be
the ureal ke\ tu success in the music-
and new- sl\le of radio programing.
I hose stations which have lifted it con-
••In lrlc\ i-ion, we are getting a trifle
more than lOr out <»f everj dollar that
K<>e- into advertising! To get what is
rightfully our share of the advertising
dollar, Me are going to have to liru-h up
our program technique- and evaloa-
tion-, learn from the past, not only lin-
early days in tv hut radio, at well, and
geek new methods of improvement in
programing, for let's face it. the
-how'- the thing.**
WARD L. QUAAL
V.P., Asst. Gen. Vgr.
Crosley Hroailcasting Corp.
********
siderably above the ordinary unpro-
gramed platter spinning and "rip-and-
read" type of newscasting deserve their
success.
The charts on pages 32-33 of this
issue show the extent to which music-
and-news programing has established
a general foothold in radio.
Not immediately evident in the chart
is the growing influx of local, inde-
pendent-station operation-, some of
whirl) have dropped their network ties
to concentrate on the m&n brand of
radio. Today, it's estimated, three oul
of four independent station- rely en-
tirely or largely on music-and-news
programing to operate.
Whether or not music-and-news pro-
graming remains a stronghold of radio
or an easy way out seems to depend on
the follow ing:
1. How well stations manage to
program, promote, merchandise and
exploit m&n programing.
2. How original they can be in their
formats and general presentation, and
how well they can police it.
The next two or three seasons should
>pell out the answers. * * *
more
for your
money
SKYLINE
GROUP
DISCOUNTS
KDYL-KTVT
.KUAM-TV
0uE*ouE KOBAM-TV
SKYLINE GROUP. RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, Now Moxico
J. I. MCVERSON. 9432 MCA Ml DO.. N. V.
TM« KATZ AGENCY - BRANHAM CO.
RURAL MARKET
AWAITS
YOUR SALES
MESSAGE
KUOA
AM
UNO
FM
5000 Watts
SILOAM SPRINGS, ARKANSAS
Northwest Arkansas'
Most powerful station
14 NOVEMBER 1955
145
the
big
look
is
to
kbis
bakersfield
California
970
DOMINATING CALIFORNIA'S
SOUTHERN SAN JOAQUIN VALLEY
WITH POPULAR MUSIC AND NEWS
24 HOURS A DAY!
representative
NEW YORK
CHICAGO
ST. LOUIS
LOS ANGELES
ADAM YOUNC. |R.
i WSMBI I
11 mm
146
Charles T. Ayres, former ABC Radio p.p., has
joined ABC as lire president in charge of the radio
network. Of his 20 years in broadcasting and selling
he had spent the last seven with ABC. During
that time he had been Eastern sales manager,
director of radio sales and vice president in charge
uj radio sales. Before that he had been vice president
and general manager of the radio and tv de-
partment of Ruthrauff and Ryan and, earlier,
salesman for the National Carbon Company.
He recently served as host at ABC's preview to the
trade of its New Sounds for You format.
Fred €i. Robbe is the new advertising man-
ager for the P. Lorillard Co., makers of Old Gold
and Kent Cigarettes. He has been with the tobacco
company since 1950, when he joined as assistant
director of advertising. For more than 10 years
prior to that he had been an executive at Young &
Rubicam. In his new post, he is responsible for
all phases of Lorillard's advertising, including export.
Present network tv shows for Old Gold and Kent
include Truth or Consequences (Friday, NBC TV) ;
Two For The Money (Saturday, CBS TV) ;
Appointment Willi Danger (Sunday, CBS TV).
Jack H rather heads the syndicate that recently
bought tf'NEfT, New York for over $4 million.
The price is reported to be the largest ever paid
for a radio station, and its purchase, subject to
FCC approval, makes him one of the country's
leading holders of radio and tv property. Last year
he bought all rights to The Lone Ranger, the radio
program that has blossomed into a multi-million
dollar tv, motion picture and comic book property.
Another member of the syndicate is WNEW President
Richard D. Buckley, who headed a group which
bought the station in 1954- for about $2 million.
Don Durgin has been named vice president in
charge of the ABC Radio Network, succeeding
Charles T. Ayres (see above). Durgin joined ABC.
in 1948 as a television sales development writer,
next became manager of ABC owned-and-operated
stations, director of television sales development
and, in September 1954, director of advertising,
promotion and publicity for the company. He
in turn is succeeded in this position by Gene
Accas. In other ABC moves John H. Eckstein
becomes director of advertising and promotion,
and Adolph L. Seton manager of publicity.
SPONSOR
-family -f^
JOHNNY .44!withGENE AUTRY-ROY ROGERS FILMS galloped into eva
seventh home in the Minneapolis-St. Paul area . . . according to their first ARB ratings.
They join WCCO-TV's AXEL AND HIS DOC in the hearl oi the Northwest family
circle. Nationally recognized as a program with one of the lowest costs-per-thousand-homes
available on television, AXEL drew a smashing '2.2.2 in September ARB t<> top
all local cumulative ratings for Monday-through-Friday programs!
That's a phenomenal 67o per thousand viewers.
/ , W Both of these sparkling participation programs were part of
((if\
\\ CCO-'I \"s 9 of the top 1 1 multi-weekly shows measured by
September Telepulse. Free & Peters can put your product
into Twin City focus.
The Other Member Of The Family
Minneapolis St. Paul
14 NOVEMBER 1955
147
Discover this
Rich Market
Covered Exclusively
by KHOL-TV
• 30% of Nebraska's
Entire Farm Market
• 128,000 Families
• With a 1/2 -billion
dollars to spend
High per capita income based on
irrigated farming, ranching, light
industry and waterpower.
For information, contact Al Mc-
Phillamy, Sales Manager, or your
nearest MEEKER representative.
KHOL-TV
Holdrege & Kearney, Nebr.
CBS • ABC • NBC • DUMONT
7UUe 1/Uio*t
IN THE LAND OF
MILK ANDltONEY
THE ONLY CBS PROGRAMMING AVAIL-
ABLE TO A MILLION NICE PEOPLE!
From 7 A.M. to 1 A.M.
Yep! Bigger'n Baltimore!
HAYDN R. EVANS. Gen Mgr. • WEED TV. Rep.
ADVERTISERS' INDEX
lililllilllilllllllillllllllliiiiliiiiiiuiiiiiiiliimiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiii.
V.BC Radio Network
Air Trails Croup
Associated Program Service
Broadcast Music. Inc.
CBS Radio Network
CBS TV Network
CBS TV spot Sales
Crosley Broadcasting
Eastman Kodak
Free & Peters, Inc.
Lanny & Ginger Grey
Hollingbery Compa
Keystone Broadcasting
1 ii 11 Lee Net work
McClatchy Broadcasting
Mid-Continent Group
NBC Film
x i;< ' Radio Net work
NB< ' Spot Sales .
.. 98
_ 142
85
126
.54-55
74-;;.
20-21
25-27
92-93
133
11 1
_ 79
... 119
... 13
... 16
60-61
.86-87
10-11
145
91
Negro Radio South Group
Noemac Group
Northwest Radio and TV Scl 1 123
Pierson _. 94
Pulse, Inc. 102
RCA Thesaurus 68-69
Schwimmer Productions _ ...46-47
Skyline Group . 14",
Sponsc 1 80-81, 147. 149
Standard Rate & Data 14<i-141
Sunflower Network _ I3!t
Adam Young Jr., Inc. _ BC
CKLW, Detroit
CKWX, Vancouver, Canada
KAXV, Shreveport _
KBIG, Hollywood
KBIS, Bakersfleld
ECCBN-TV, Temple, Tex.
KCMC-TV, Texarkana ......
KCMO, Kansas Ctiy
KCRA-TV, Sacramento .....
KDLO-TV, Florence. S. D.
KELO-TV, Sioux Falls, S. D.
KERG, Eugene, Ore.
KGUD-TV, Galveston ...
KHOL-TV, Kearney Xebr.
KING-TV, Seattle ' . -
KLOR-TV, Portland, Ore.
KMBC-TV. Kansas City _
k'XAK. Salt Lake City....
KNUZ, Houston
KXX, Los Angeles ..
KRIZ, Phoenix 136
KR< >P-TV, El Paso
KSL, Salt Lake City
KSLA-TV, Shreveport
KTRK-TV, Houston
KTVH. Hutchinson. Kans.
KUOA. Siloam Springs. Ark.
WAVE, Louisville
WAPI-WABT, Birmingham
WBAY, Green Bav
WBNS, Columbus, Ohio
WBRZ-TV, Baton Rouge
WBT, Charlotte. X. C.
WCCO-TV, Minneapolis
WCHS-TV, Charleston. W. Va.
WCTJE, Arkron
WDEF, Chattanooga .
WEEI, Boston
WKHT-TV. Henderson, Ky.
WEMP, Milwaukee
WFAA, Dallas
WFBG-TV, Altoona .
WFP.M. Indianapolis
WGMS, Washington
WGN-TV, Chicago
WGTO, Haines City, Fla.
WHAM, Rochester
WIBG, Philadelphia
WIBW-TV, Topeka _
WILK-TV, Wilkes-Barre
W.I AC-TV. Johnstown, Pa.
WJAR-TV, Providence _
WJBK-TV, Detroit
W.I HP-TV, Jacksonville, Fla.
WKBN-TV, Voungstown
WKZO-TV, Kalamazoo ..
WMBR-TV, Jacksonville, Fla.
WMUR-TV, Manchester, X, II
W( 'I.!-'. Syracuse
\\'i k iD-TV, Grand Rapids
wpap. Charleston, s. C,
WPEN, Philadelphia
WROW, Albany
WSAI. Cincinnati
WSAU-TV, Wausau, Wis.
WSB, Atlanta
WSBT-TV, South Bend
WSJS-TV, Winston-Salem
WSi iK. Nashville
WSYR, Syracuse
WTRF-TV, Wheeling, w. Va
WXEX-TV, Richmond
wx l.w. 1 ndianapolis
138
14s
142
6
146
148
120
IBC
130
22
22
12
9
148
113
11.-)
FC
143
127
108
143
142
125
. 82
. 150
130
145
PiT
4S
14S
. 12s
. 1 2D
. 28
. 147
. 65
. 137
. 132
8, 70
. 142
59
49
. 15
:,1
.".
134
. 77
97
. 117
. 135
139
24
. 105
23
. 62
64
. S!>
. 132
'. 124
71
137
3
.-•7
. 14
52
7::
67
. 133
144
. 63
101
1 F< '
11"
who's first ?
IN CANADA'S
THIRD MARKET
ITS
RADIO VANCOUVER
r*eps: Weed & Company
All-Canada Radio Facilities
KCEN -TV
^ON THE BEAM
with
CONSISTENTLY TOP PROGRAMMING
CONSISTENTLY TOP RECEPTION
from the
WACO -TEMPLE
"HUB"
TO THE REMOTEST CORNERS OF ITS
17,000 SQUARE MILE COVERAGE
of the
MULTI-MILLION DOLLAR
CENTRAL TEXAS MARKET
KCEN -TV
TEMPLE, TEXAS
General Offices: P. O. Box 188, Temple
Sales Offices: Professional Bldg., Waco.
Studios and Transmitter at Eddy, Texas —
between Waco and Temple.
TWX Eddy, Texas, No. 8486
Representatives:
Notional: GEORGE P. HOLLINGBERY COMPANY
Texos: CLYDE MELVILLE COMPANY,
Melba Building, Dallas
CHANNEL ^^VHF MAXIMUM POWER
NBC INTERCONNECTED _
148
SPONSOR
a BRAND NEW chmt™
gift idea designed to bring
your company
BRAND NEW BUSINESS
Win settle for an ordinary ^\\\ when ii
takes just a few moments to give clients, prospects
and business associates one that reflects your
thoughtfulness at Christmas . . . keeps
them reminded of you throughout 1955 . . .
and shows them how to make their ail
advertising more profitable.
You actually give -\ gifts in one
all for as little as J^
Ih> youi business ^iti shopping today . . . right on
the special form provided in this issue.
1
B fop
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switch?
'Alii: |J
rOU GIVE A FULL YEAR
26 ISSUE SUBSCRIPTION TO SPONSOR
Starting at the Holiday Season and continuing
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got from no other source.
YOU CIVE SPONSOR S
"REPRINT-OF-THE-MONTH
You know what a great selling job the right
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and is pinpointed directly to the reader's interests.
Under this new service your clients and prospects
receive reprints of SPONSOR'S "top article of the
month" — every month direct from SPONSOR
150
■who lived in a shoe--
she had so many children,
but she knew just what to do.
KTRK-TV
THE CHRONICLE STATION, CHANNEL 13
PO. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO.
General Mgr., Wlllard E. Wolbridge
Commercial Mgr., Bill Bennett
NATIONAL REPRESENTATIVES:
•LAIR-TV, 150 E. 43rd St., New York 17, N.Y.
Daytime, Houston mothers and their youngsters have
been happy with Channel 13's right combination of
children's programs, film features, and women's
programs, giving us top or second audience in 1 16
out of 160 daytime periods.
Nightime, ABC's great new Fall lineup of family shows
plus our strong sports lineup and syndicated
shows make KTRK-TV Houston's Best Buy.
SPONSC
L
Itll'Oltl TO SPONSORS lor II \oN«>n.lM-r If*."*
(Continued from pngm 2)
Urges stress on Radio broadcasters were warned by one ol' their own colleagues ti. I
am programing they don't pay enough attention to programing. Admonishment came from
Worth Kramer, v. p., general manager ol" WJR, Detroit, at NARTB's Re-
gion 7 conference. He cited more attention to programing as part of
3-point policy to overcome sagging radio price structure. He said
radio is indulging in "most colossal giveaway program in the annals
of advertising. n
-SR-
KDKA on KDKA, Pittsburgh, took look into future as well as recalling ,t
radio's future on 35th anniversary of station's Harding-Cox election returns broad-
cast early this month. Chris Witting, president of Westinghouse
Broadcasting Co., which owns station, pointed out KDKA was fountain-
head of broadcast industry. KDKA station manager, L. R. Rawlins,
looked to radio future based on: (1) small sets, even tie-clip size
and hence even more personal listening; (2) "new programing concepts
which are changing radio from a big, loud entertainment medium to a
subdued household friend" ; (3) tape-recorder techniques which add
human dimension to news and open up exciting new program forms.
-SR-
Elections to tie Advertisers will find it rough going to clear prime time on tv next
up tv periods fall. GOP has already plunked down %2 million in advance commitments
for time to avoid expensive pre-emptions. And this is just start.
Democrats have not yet bought, but expect to corral time before end
of 1st quarter, 1956. Dems, who hope to have $5 million radio-tv
kitty, are aiming at 8:00-9:30 p.m. periods rather than cheaper
marginal periods they settled for in 1952. Republicans are expected
to cop some juicy slots under timebuying guidance of BBDO.
-SR-
Ed Ebel is ANA Indicative of growing importance of marketing in total ad scheme is
chairman fact that new ANA chairman is marketing man. He is Edwin W. Ebel,
v.p. in charge of marketing for General Foods. Ebel succeeds Johnson
& Johnson v.p. Edward G. Gerbic. Named vice chairman is George E.
Mosley, Seagram Distillers v.p. Paul B. West continues as president,
post he has held since it was created in 1935.
-SR-
Mickey Mouse" First Nielsen report on ABC TV's "Mickey Mouse Club" bodes well for
tops in day tv "third network's" future in daytime video. "Club's" first week on
air showed it to be highest-rated show on daytime tv. Top quarter
hour (sponsored by Carnation) had 17.9 rating, reached 5,300,000
homes. Show clobbered competing "Howdy Doody, " whose top quarter
hour got 9.5, reached 2,800,000 homes. Latter show, fifth-highest
rated on network tv before 6:00 p.m., was beaten by 3 CBS TV soapers,
"Search for Tomorrow," "Guiding Light," "Love of Life." All 3
soapers fall within 12:15-1:00 slot.
-SR-
Tv ads basis of Greater use of art from tv commercials as basis for all-media cam-
all-media drive paigns may be upcoming trend. One example is series of animated
commercials just completed by Harris-Tuchman Productions for Seaboard
Finance Co. via Frank Bull & Co. on West Coast. Though commercials
were originally destined for tv only, client and agency liked them
well enough to use in newspaper, point-of-sale ads.
14 NOVEMBER 1955 151
SPONSOR
SPEAKS_
Godfrey knows better
In his current Saturday Evening
Post biography, Arthur Godfrey proves
all over again that he is a master at
public relations. As we see it, the
first article in the series sets up a
picture of Arthur which is so appeal-
ing!) human as to disarm any critics
past or future. I confess, he says in
effert at one point. I used to snitch
postage stamps from the boss when I
was a lad — though always returning
the stamps on payday.
The real question an advertiser must
ask who studies the present Godfrey
biography and the recent record of
Godfrey public relations blunders is
how such a master could ever have
fallen into the mistakes which made the
present biographic rebuttal a necessity.
The answer, simply, is that Godfrey
is not an infallible human being, as
he points out. But he is a multi-million
dollar vehicle for advertising messages.
And companies who link the well-being
of their products to a fallible human
being deserve more protection than is
provided by the whims of one man's
temperament.
Godfrey has been allowed to rule
his programs, his public utterances and
policies without restraint or counsel.
He is an autonomous department of a
major network seemingly answerable
to no one. Bui one way or another the
networks must exercise businesslike
control o\er those who perform via
their facilities.
The issue of businesslike restraint on
l lie impulses of stars goes far bevond
Arthur Godfrey. There are other God-
freys in the making i at least one star
at another network shows all the signs
of outgrowing the bounds of common
sense). And the problem can become
increasingly acute because in this mag-
azine concept era the performer is freed
from dependence on only one adver-
tiser for his support. He knows he
has a whole group of clients and that,
moreover, there may be a line of others
waiting outside the network's door.
In this atmosphere, particularly
under the gruelling demands made by
television, temperamental outbursts are
bred. But it is the responsibility of
the networks to keep them behind the
scenes where they belong.
-;:• * *
Tv set count
Report #8: We ought to be gratified
by progress made thus far toward
giving advertisers and agencies the
reliable tv set count and coverage
figures they need so badly. Since we
printed Report #1 in this series, ac-
tivity has become intense I see article
this issue page 29) .
But what is disturbing to us as well
as those who wait eagerly for the data
is the length of time required to pro-
duce, results. Nielsen needs till the
latter part of 1956 to produce figures
for its announced second Nielsen
Coverage Service. Advertising Re-
search Foundation, which is working
to adapt regional census figures into
county-by-county set count estimates
will probably be months in the process
NARTB must spend another year test
ing its Cawl method of measuring h
circulation.
We recognize the desire of re
searchers to insure precision in theii
figures. But we can't help but think o1
other scientists who had to move fasl
— and did — during the war days. Ii
was said that certain radar develop
ments which "couldn't" be perfected h
two years were completed in months
We won't be satisfied until we set
the television medium proceeding to a
satisfactory solution of its set counl
problem with all the speed of those
wartime researchers.
* * *
Did papers make $64,000 Q.?
Editor & Publisher recently pro
tested in an editorial that newspaper-
were aiding a competitive advertising
medium by going overboard to publi
cize $64,000 Question. Newspaper-
were largely responsible for building
the show, E&P contends, and now il
seems to wish they'd forget the whole
thing (and get back, we imagine. t<
their proper business of building circu
lation with giveaways and puzzles.)
We don't know to what extent $64.
000 Question could have sprung to the
heights without intensive newspapei
coverage. But we do know why intel
ligent newspaper editors played anc
are playing the show to the hilt. It"?
simply because they are sensitive t'
the down-to-earth yearnings and emo-
tions of the reading public and knov.
that stories about this show help ti
sell newspapers. E&P seems to bt
recommending that newspapers turt
their backs on a phenomenon which ai
Nielsens latest count was reaching
nearly 19 million homes. Who will
that hurt. E&P?
Applause
Gen. Sarnoff's determination
Advertisers and agencies watching
the progress of color television must
applaud the determination of Brig.
Gen. David Sarnoff as he moves for-
ward steadil) to build color television.
Advertisers now using television, espe-
cially those who have sponsored shows
in color, realize what a fabulous sales
medium i- being forged for them.
Other advertisers who are not now in
television but who use color in other
advertising media are eagerly await-
ing the prospects color tv promises.
We're convinced that Gen. Sarnoff's
determination as well as the natural
course of progress will bring about
rapid growth of color television within
a short span of years. The General
predicts that next year over 200,000
color sets will be sold. And bv spring.
the first station broadcasting all of its
local programing in color, WNBQ.
Chicago, will have completed its con-
version from black-and-white. All told.
NBC is investing $9 million in e\
pansion of its color facilities.
The problem, eventually, will not be
getting advertisers to use color tv. but
finding room for all the new adver-
tisers who will crowd into the medium.
Thus progress in color television is
linked to the broader picture of how to
get more television stations on the air
so that all advertisers as well as the
general public can be better served.
152
SPONSOR
CBS Radio moves to
KCMO • 50,000 watts ("
,ooo\
watts J
ight /
A
ffliimi|ii'iini|M
i-Ll » ' ' ' / llll|lll|lllf mirjirj
•
City, Mi
I lid b, KATZ ACINCT INC
RADIO
590 kc. \ Channel €
CBS \ NBC
OMN BtAlB 4 CO »l»l« IV. INC
MEREDITH IRadcc W tdeuttio*. STATIONS
affiliated with lll'lll'l' llllllll'S anil liill'lll'IlN and Successful Farming magazines
When Adam J. Young Jr. Inc. represents your station, you get
concentration on YOU exclusively.
In talking to advertisers, we're not selling a long list of stations—
we concentrate on YOU and the market YOU serve.
We represent only 20 top radio stations . . . each in a widely
separate and distinct market.
This policy of exclusivity of concentration gets such impressive results
that we can afford to concentrate on the star. . . not the chorus.
ADAM J.YOUNG Jr.
INCORPORT
477 MadisonA
New York I
I O STATION
N T A T I V E S
New York • Boston • Chicago • St. Louis • Los Angeles • San Frart
$ ' I
I
-
- 4
e-' v
1
*.' *
RECEIVED
NOV 2 8 1955
1/ advertisers use
28 NOVEMBER 1955
50< per copy»$8 per year
■HHH
IVE OF A KIND
ALL DIFFERENT ... ALL THOROUGHBREDS
Radio stations, like race horses, should be judged by the record. It's
no wonder that smart time buyers are selecting the NocMac stations.
Look at the ratings and market coverage facts . . . and you'll dis-
cover that in each of the rich five NoeMac markets, your best buy
is the NoeMac station. Although under separate management, each
follows the same proven pattern of programming. And each of the
five operates as an independent local station. Each gives wide, inten-
sive and responsive market coverage. Buy one, buy all, they are
five of a kind. Each is different. Each a thoroughbred.
DEC S
For Availabilities, Rat
Market Facts, call your H-R Man.
STAT I O
MUSIC
ALL
DIFFERENT
The most talked about station
in the midwest
KNOE
MONROE, LA.
First by far in Hooperalings
DROP AGENCIES
■
Interview
Witting, broadcaster
now turned sponsor
ge 32
How Aborn stretches
its radio coverage
at low cost
ge 35
hat radio at*
to a tv campaign
page 36
Are you nonchalant
about tv's lost
production dollars?
page 38
The advertising manager:
his biggest headaches
age 40
timesavers for
timebuyers speed
cost-per-1,OOOestim<
page 42
You can reach
TV families in
the rich market of
RICHMOND
Petersburg and
Central Virginia on the basic
station
Channel 8
Ask your Forjoe man (or full details
Tom Tinsley, President
Irvin G. Abeloff, Vice-President
Americana shows Look for Americana trend among tv programs upcoming for spring and
next tv cycle next fall. ABC TV half-hour film shows include: "RFD, USA," "Sam
Houston," "Jim Bowie," "Circuit Judge." NBC TV has half-hour film
shows including "Tom Sawyer" and "Johnny Mocassin." Not including
spectaculars and one-shots, the 3 tv networks have 41 new program
series in preparation for February-April program buying season.
-SR-
Spot radio to get Client with sufficient size and stature to be considered bellwether
big new client expected to make big news for spot radio with announcement one of its
major brands will switch to two-thirds spot radio budget next year.
-SR-
Will nets tailor Will television networks tailor show to needs of specific client?
show for you? Here's answer: ABC — It's impractical for us to create a show based
on one client's needs. Since most of our shows are on film, by time
production is complete client's needs may have changed. CBS — Program
created for specific needs of one advertiser extremely rare though
it happens. NBC — When it happens it's usually case of demand for
certain show type which is hot. If sponsors cry loud enough for a
show type, we'll try and find it.
-SR-
P&C plunges with Pat Weaveresque "vertical saturation" concept got big boost last
participations week when P&G used 8 network tv shows on single day (21 November) to
push its new Fluffo shortening just before big Thanksgiving food-
buying period. (Alcoa will have similar one-day push on NBC TV 6
December.) Use of network saturation technique via regularly spon-
sored P&G shows on CBS TV as well as participations in NBC TV shows
is something new for P&G. F. Kenneth Beirn, president of Fluffo
agency, Biow-Beirn-Toigo , termed one-day campaign a "commercial
spectacular" but pointed out it afforded 20 minutes of commercial
time contrasted with 6 minutes provided in program spectaculars "de-
spite their vast cost." You can take that as answer to those who
term P&G "sucker" for having failed to buy spectaculars while at
same time noting P&G has now clearly evinced interest in flexible
network participation technique.
-S3-
Why Drewrys Story behind purchase of "Private Secretary" reruns from TPA by Mid-
bought Susie west brewery, Drewrys Ltd. , points up importance of creative merchan-
dising ideas in making film shows productive for advertiser. Problem
Drewrys faced with program, purchased at price said to be record for
a rerun, is that first-run sponsor on CBS TV (American Tobacco) is
identified with show. TPA and its merchandising consultant, Stone &
Associates, came up with new name for series, "Susie," and created
pert animated figure of Susie to be used as symbol of show in mer-
chandising instead of star Ann Sothern who plays Susie.
SPOXSOR. Volume 9. No Jl U November 1966 Published biweekly bv SPONSOR Publication*. Inc Eiecutlre. Eoltorlil. AdTtrtlirnr. Circulation Offleea. 40 B. 49th 3L. NkM
lor*. 17. Printed it S1I0 Elm Are.. Baltimore. Ml JS t jemr In D 3 19 elsewheie Entered a. second elm roiuer 29 Jin 1949 it Baltimore p*«tonV* under Act of 3 Mar. 18T»
REPORT TO SPONSORS for 28 November 1955
'Matinee" boon
to color sales
Untapped source
of research
Spot radio $
figures coming?
The agency in
transition
Extending am
audience reach
Radio vet heads
Gardner agency
Tv set dealers in New York metropolitan area regard NBC TV's new
"Matinee," afternoon show in color, as best boon yet to sale of color
tv sets. "Now we have something to show customers during day," was
comment SPONSOR reporter got consistently in making rounds of shops
in plushier neighborhoods. "Color can sell itself once people have
seen it," was frequently held opinion, provided price comes down.
One dealer felt big problem was repeated publicity about possibility
of price reductions with potential purchasers afraid to buy now and
feel foolish 3 months later if price reduction comes.
-SR-
Could admen and universities work together to uncover useful research
facts at low cost? Subject matter of recent MA and PhD. theses
reaching SPONSOR indicates admen might do well to contact leading
universities and suggests projects for graduate students. Recent
study by former radio news editor Erling S. Jorgensen might well have
been subsidized by tv news sponsor. Subject: Is the film clip the
best means of presenting tv news? Conclusion: No. It was least
liked way to get news, based on reactions of 142-person test audi-
ence. Newscaster alone was best liked; still pictures second best.
Research was done for PhD. at University of Wisconsin. Jorgensen is
instructor of radio and tv at Michigan State University.
-SR-
Look for developments soon in attempt to provide dollar figures on
client expenditures in spot radio. There's activity brewing, particu-
larly among station reps who are anxious to see gap filled.
-SR-
Major cause of account shifting and reorganization at major agencies
is current trend toward broadening of services agency gives client in
television era. Client now wants marketing-merchandising aid as well
as more traditional advertising services. While jumping to get on
bandwagon, some admen fear agencies will spread selves too thin and
neglect creative aspects of advertising. (For discussion of changing
agency role, see start of SPONSOR series called "The advertising
agency in transition," page 27.)
-SR-
Advertisers who buy radio stations with similar program formats are
limiting their audience reach, WOR, New York, warns. Point is made
in recent sales presentation Mutual flagship aimed at music-and-news
outlets. WOR's pitch is that buying only music-and-news stations
means high duplication in homes reached. These Pulse figures are
cited: Total daily' audience of 4 top music-and-news stations comes to
64.9% of families in metropolitan area. Unduplicated total, however,
is 42.6%. (For more details on WOR presentation, see "How Aborn
stretches radio coverage at low cost," page 35.)
-SR-
Rise of admen with radio-tv backgrounds into high echelon agency
posts has been feature of recent agency history. Latest example is
election of Charles E. Claggett as president of Gardner Advertising
Co., St. Louis. Claggett formed Gardner radio department in 1935,
had been senior vice president and general manager since last year.
He replaces Elmer G. Marshutz, who had been president since 1934,
and who becomes board chairman.
(Sponsor Reports continues page J 0.3)
I .
SPONSOR
the spectacular Channel 8 Multi-City Market
WGAL-TV
LANCASTER, PENNA. NBC and CBS
Sales results are spectacular, too. in the
Channel 8 Multi-City Market. Advertise
your product in this vast, SPEEDING
market where the owners of 912,950 TV
sets spend $5*/> billion yearly. Make the
3Vii million prospects who live here your
customers.
STEINMAN STATION
Clair McCollough, Pres.
Representative* :
MEEKER TV, INC.
New York
Chicago
Los Angeles
San Francisco
28 NOVEMBER 1955
advertisers use
28 November 1955
Volume 9 Number
I
ARTICLES
DEPARTMENTS
The ferment underlying today's account shifting
The first in a four-part series covering the new agency-advertiser relationship,
with opinions of top men on both sides of the fence about what's ahead. List
gives 10 wants of modern consumer goods advertiser 27
\\ h teli one is you?
Timbuyers take gentle spoofing in book of baby portraits by Tri-State Stations'
New York office manager, Don Chapin. First printing went in a week 30
Broadcaster-turnetl-sponsor looks at air media
Chris Witting, in unique position to scan the radio, television and advertising
scene, gives his views on subjects ranging from network radio s future to color tv 32
ffoir Aborn stretches its radio coverage
By purchasing the same time on all six Boston stations on Thursday and Friday,
Aborn has its ad rating equal to the sets-in-use figure. This late-week buy is
calculated to reach women when they are preparing their shopping lists 35
II /i«i you get when you add radio to tv campaiyn
Advertiser can either add homes or hit the same ones for added impact. It
is important to decide in advance which are preferred and concentrate on them 36
Are you nonchalant about tv's lost production 88?
With big budgets required in network tv, too little emphasis is placed on
saving here and there. Admen are shown how a few safeguards can cut costs
5 to 10% and allow that money to go into auxiliary campaign in weak market 38
Ad manager woes: attaining stature, keeping it
Top eight gripes of ad managers are aired in this third article in a five-part
series on advertising headaches. Gripes include interference by other company
executives; agency pitches based on fancy, not fact; budget fights -|0
Timesavers for timebuyers
Circular slide-rules soon to be distributed make it possible to calculate cost-per-
thousand in fraction of usual time J2
COMING
Is marketing responsibility an agency "must1 *".'
One of the main reasons for agency jumping by some clients has been the
availability of an adequate marketing section, say some admen. 1 2 Iti'f.
Station reps: how their headaches have grown
Among problems: necessity of working with buyers who may not have last
word in buying time. Part four of the five-part series J2 Dec.
AGENCY AD LIBS
AGENCY PROFILE, Norman Math
49TH & MADISON
MR. SPONSOR, Benjamin Abranv
NEW & RENEW
NEW TV STATIONS
NEWSMAKERS
P. S.
RADIO COMPARAGRAPH
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TIMEBUYERS
TOP 20 TV FILM SHOWS
TV RESULTS
Editor and President: Norman R. C
Secretary-Treasurer: E'aine Couper SM
Vice President-Genl. Manager: Bernd
Vice Pres.-Adv. Dir.: Charles W. God jj
Editorial Director: Miles David
Managing Editor: Alvin M. Hattal
Senior Editors: Alfred J. Jaffe, EveK -c
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, J C
Editorial Assistant: Morton C. Kahn
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Arnold Alt*
sistant Advertising Manager; Ec |
Cooper, Western Manager: Alan r-
rup, Southwest Manaqer; John A. *ck
Production Manaqer: Charles L N
George Becker.
Circulation Department: Evelyn Sa
scription Manager; Emily Cutillo, I
Mitchell
Office Manager: Catherine Scott Ros
Readers' Service: Augusta B. Shearmj
Acco
Faz
xounting Department: Laura Okei Lau
cretary to Publisher: Helen L. Har
Published biweekly by SPONSOR PUBLICATION I'
combined with TV. Executive, Editorial Cireul ».
Advertising Offices: 40 B. 49th St. (49th ft utaW
New York 17. N. T. Telephone: MUrray Hi »■**
Chicago Office: 161 E. Grand A»e. Phone: f»
7-9863. Los Angeles Office: 6087 Sunset 'il«*»^
Phone: Hollywood 4-8089. Dillis Office: Sll *»
St. Phone STerling 3591. Printing Office: 1
Ave.. Baltimore 11. Md. Subscilptlons: Dull *"
$8 i year. Canada and foreign $9. Single «•> '
Printed Is U.S.A. Address all corresponded »
E 49th St.. New York 17. N. T. MUrray HI »/
Copyright 1955. SPONSOR PUBLICATIONS «■
KWKH
SHREVEPORT
Doesn't Stop at START!
ie space-devouring strides of KWKH range far out
into rural areas, covering hundreds of places
like Start (La.) in our big, 80-county daytime
SAMS area.
e're first in the sprints, too. Latest Hoopers show that
Metropolitan Shreveport prefers KWKH over
the second station, morning, noon and night —
up to 104%!
jst-per-thousand listeners is far, far less than any other
station in the area. Get all the facts from The
Branham Company.
KWKH
-A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
Nearly 2 million people live within the KWKH day-
time SAMS area. (Area Include, additional eountm
in Teia, Oklahoma and Ne» Meiico not ihown in map I
ARKANSAS
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Wotkins
Commercial Manooer
r
fer. Sjmbt^KJ^
1
9 m T^M^HIHl
t^^K:™
Latest Survey Shows
KJEO-TV First— Morning,
Afternoon and Night
J
E
...THE GREAT CENTRAL
CALIFORNIA MARKET
(the richest per capita market in the worli
0
WITH EXCLUSIVE
CBS-TVandABC-n
O'NEILL BROADCASTING COMPAN1
P. O. BOX 1708 Represented Nationally by the Branham Company FRESNO, CALIFORNI/
f.<»i*<'iui«i Tf«ii/cr, Campbell-Ewald, New ) ml.
stresses that the buyer's responsibility to the client
demands that he 01 the buy as efficiently and cheaply
as possible, "lis up id the stations to establish
rtiirs and a i ode of ethics about maintaining them
ii thej feel rate-cutting is harmful to the industry.
The agency can't do that job for them. I think
that it's better not to make deals, but ii a station
offers good programing and is willing o sell below the
card, a bin ft should consider it. but not cm mirage
it. it c do feel that the bargain-basement atmosphere
which rate-cutting generates is bad not only tor the
stations but tor the clients and agencies in the lorn:
run. because how can you be sure that a station that's
witting io bargain isn't giving your competitor a
better deal? If c don't object to package plans."
Knbvrt Painter, Conklin, Mann and Son, New
York, sins thai it would be a big help to agencies
it \ARTB tvere to define and encourage enforcement
ol local rates. "There's a crying need for uniform-
ity." says he. "Too mam stations will give a client
a local rate only because they can't get the business
any other way. Of course, it's a big problem for
Station reps particularly. The agencies would prob-
ably support any in linn SRA might take. First of
all, local rales should be 30% less than the national
rate and should be applicable only to local retail
outlets. Just because a particular manufacturer mm
have distribution in only that one market, it does
not mean he's eligible for a local rate. Generally.
he's competing with other manufacturers in the
same market who are forced to pay national rates.
Only local dealers and retailers should qualify."
Hal Kirk ffalpiirn. president, Hoot Advertising
[gency, Sew York, feels that the Spanish-speaking
market in this country is not sufficiently exploited.
"Of course, special language programing on tv has
grown tremendously in the last collide of years.
particularly in large metropolitan markets where
foreign-language groups are sufficiently sizable. \eu
York alone has a Spanish-speaking population of
800.000. IT hen an advertiser gets ready to buy tv
time with an eye to the Spanish market, he should
be made aware of differences in viewing habits. For
example, daytime tv get'; rery little attention
from these people, since the women generally work
too. Also, you tend to lose ft •ur audi-
ence after 10 p.m. because many of them work
on jobs that require very early rising. They
favor light musical, variety entertainment."
Only
STATIONS
arc powerful enough
and popular enough
to register audiences
in radio survey ratings
of both Los Angeles
and San Diego.
Of this top trio
KBIG is
• the only independent
• the least expensive
• the lowest cost per
thousand listeners
Any KBIG or Robert Meeker
Account Executive will show
you the documents.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: HOIIywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
28 NOVEMBER 1955
cLA/ere is a scene duplicated many times across the
country.
Thanks to CBS Television's Extended Market Plan,
this family . . . and thousands like it . . . for the first
time are able to share in the wholesome enjoyment
of virtually all of the CBS Television Network
programs:
Programs that are made easily available with con-
sistent, dependable reception delivered through the
facilities of a local station.
WJDM-TV is proud to be a member of this vigor-
ous network group and prouder still to be playing
a leading role in the elevation of the cultural stand-
ards of its people.
F*
WJ DM -TV, Pat
MEL WHEELER
General Manager
WJDM-TV WEAR-TV
:tion with W E A R - T V , Pensacola, Serves the Fabulous Northwest Florida Coast
represented nationally b) George P. Hollingber) Company.
THERE'S
ONLY
ONE
iMEDIUM
IN
THE
BILLION-
DOLLAR
San Diego
MARKET!
f<3^6~
Only ONE offering your clients
Greatest Audience
Greatest Coverage
Greatest Pulling-Power
Greatest RESULTS
(at lowest cost-per-thousand)
That ONE MEDIUM is
RADIO KSDO!
For Billion-Dollar Action
In The Billion-Dollar San Diego
Market . . .
KSDO
San Diego
1130 KC
5000 Watts
LOWEST COST PER THOUSAND!
Represented by
John E. Pearson Co. — New York,
Chicago, Dallas, Minneapolis
Daren McGavren — San Francisco
Walt Lake — Los Angeles
Hugh Feltis & Assoc. — Seattle
H. Quentin Cox & Assoc —Portland
by Bob Foreman
Tv outside \ <•»<• York does good job at less cost
About 17 years ago, when the company which employs
me committed its original sin, I had never been west of
Eighth Avenue (New York City). To broaden my horizons
and enrich my experience, this concern immediately dis-
patched me to Lancaster, Pa., the beginning of many jour-
neys westward and the end of my N.Y.C. -Provincialism. It
should have been, that is, since I still feel amazement when I
witness anything superbly done (tv-wise at least) outside of
our city.
However, most of my production experience since that date
has come from New York or Hollywood, those twin cities
reigned over by cost and confusion. So it was a revelation
indeed — exciting as well as educational — to witness what I
suppose is routine production at WBNS-TV in Columbus,
Ohio, several weeks ago.
I witnessed three live shows from 10 to 10:30 p.m. The
first was in the hands of a most capable newscaster, Chet
Long, whose local and national news is the top-rated show in
town. That evening his show consisted mainly of an interview
with some young coeds from whose midst the "Queen of
Homecoming Week End" was to be selected.
Next came Bob McMasters's 10-minute weather show. Also
a fine job. Then Earl Flora on sports, which was tops as well.
What struck me most forcibly about all three shows was
the fierce pride which the people I met had in these local
personalities. Quite a lesson for a New Yorker! And com-
pletely justified from what I saw.
The gents themselves were appealing and facile even to a
man from the land of Nathan Detroit. Frankly, they were
as good as any of the people I've encountered in our metrop-
olis or in Hollywood — network as well as local.
But what reallv bug-eyed me was the footwork of the pro-
duction crews which scrambled about during the three opera-
tions. This activity took place in one studio. It included live
commercials, integrated film, several sets, all changed at
breakneck speed. The sets were shifted during a dissolve,
cameras were rushed to and fro. and, believe it or not. at one
point (this would be an insurmountable problem in New
York) one of the two cameras went out. So thev winged the
rest of the show and no one could've known the difference.
There were about three men involved in the set changes
(Phase turn to page 56)
10
SPONSOR
V'.J t
? £»;
"*<
*m
KTHV, Channel 1 I, went on the air yesterday, November 27, telecasting daily
5 to 10:45 P.M. — 4 to 10:45 P.M. on Sunday.
For the next few weeks we will be using our auxiliary tower (on top of
1300-ft. Mt. Shinall) awaiting completion of our new 1000-foot super-tower
( 1800 feet above average terrain!)
What is KTHV's significance in Arkansas? We believe the list of CBS and
ABC shows below — already scheduled — tells the story.
Watch for further news — and meanwhile, ask vour Branham Man!
OMNIBUS
BISHOP SHEEN
G. E. THEATRE
ALFRED HITCHCOCK PRESENTS
APPOINTMENT WITH ADVENTURE
FAMOUS FILM FESTIVAL
ROBIN HOOD
BURNS & ALLEN
GODFREY TALENT SCOUTS
THE VISE
DECEMBER BRIDE
STUDIO ONE
NAVY LOG
THE PHIL SILVERS SHOW
MEET MILLIE
RED SKELTON SHOW
Plus LOCAL NEWS,
"•i*».-~fc.
GODFREY AND HIS FRIENDS
THE MILLIONAIRE
I'VE GOT A SECRET
U. S. STEEL HOUR
FOUR STAR PLAYHOUSE
MAMA
OUR MISS BROOKS
CRUSADER
WANTED
PERSON TO PERSON
BEAT THE CLOCK
STAGE SHOW
HONEYMOONERS
TWO FOR THE MONEY
IT'S ALWAYS JAN
DOUGLAS EDWARDS NEWS
WEATHER, SPORTS
316,000 Watts
Channel
OW AFFILIATED WITH CBS AND ABC
wan
©
Affiliation on April 1
K. A. ENGEL, Pn
Henry B. Clay, Executive Viet President
B. G. Robertson, General M.
Affiliated with KTHS. Little Rock
and KWKH, Shreveport
/I
VQV
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
MOTIVATION RESEARCH
Sometime during L955 (1 believe il
was in the late spring) 1 came across
an article — and I believe it was in
,.nr magazine — devoted to several ad-
vertisers' successful experience with
studies in motivation research.
Among the cases cited were the Tea
Institute's discovery that they must
"'masculinize" their ads after motiva-
tion studies indicated that tea drinking
was considered "sissy" among men,
and the elimination of the word "la-
ger" from the advertising of a beer
company after association tests proved
that the word carried unpleasant con-
notations.
I am ver) much interested in locat-
ing that article, but have no recollec-
tion of its title, author's name, or the
issue in which it appeared. Research
in the libran's periodical index has
proven fruitless. Can you help?
Jane Callomon
Lando Advertising Agency
Pittsburgh
• SPONSOR has done two articles on motiva-
tion research. These are included in the All-
Mi-di.i Evaluation Study, availahlc at S-t per copy.
NEW RADIO AND TV DIRECTORY
I read with a great deal of interest
that you have assembled a 1955-56
radio and television directory.
I would greatly appreciate if it you
could send us along about 15 copies
so that each of our salesmen might
have one as a handy reference.
These directories have proved very
helpful to us in the past, and you are
to be commended for this truly use-
ful service.
Russell R. Gaudreau
Sales Promotion Director
George P. Hollingsbery
New York
• An up-to-date edition of SPONSOR'S Radio
and Tv Directory ha- been made availahle. as
nana] at no charge.
SPOT RADIO $ FIGURES
I have followed with much interest
your crusade for some clearing house
for spot radio billing information.
Why shouldn't this project be taken
12
WLW radio offers the oil-
i i
By George, it's the truth! You get a pre-determined audience
at a low one dollar per thousand home broadcasts or even less
... certified by the official NIELSEN REPORTS! That's WLW Radio's
sensational new "Certified Audience Plan" with announcements to
deliver the greatest possible unduplicated home coverage.
And this bang-up "C.A.P." is power-packed by WLW's dynamic new
programming operation - "The World Now" - which brings home the biggest
coverage of on-the-spot news and candid variety in broadcast booking.
WLW's "The World Now" operation certifies to pack a bigger
captive audience into every one of your ad dollars . . . than
any other broadcast media - ever!
So tune your "time" to WLW Radio for the spectacular "Certified
Audience Plan" and "The World Now" powerful programming!
CROSLEY BROADCASTING CORPORATION, A DIVISION OF
3D
SPONSOR
iTIFIED AUDIENCE PLAN in any "broadcast media
«h .#MM*ttttM*ttttMttt MM* it
arm inn Mil WT . W ^ < „
l^Ljil'AV II VVXiVV radio
SALES OFFICES: NEW YORK. CINCINNATI. DAYTON. COLUMBUS. ATLANTA. CHICAGO. M1AML
28 NOVEMBER 1955 13
Greatest Sports FIRST on TV
COLLEGE
BASKETBALL
the latest WPFH Exclusive
featuring
LA SALLE, PENN, TEMPLE,
VILLANOVA AND ST. JOSEPH'S
against
NATIONAL CHAMPIONS
CONFERENCE CHAMPIONS
TOURNAMENT WINNERS
30 Games * Dec. 3rd thru March 10th
9:30 P.M.
This great attraction is aw&able
Wednesd^Z^^^xin d
spon^\ ^^^<t game,
quar^^or one-sixth basis.
See your Meeker TV Inc.
Representative.
The greatest audience attraction in the Greater Delaware Valley.
It's the first time all 5 Philadelphia teams play under the same roof.
First time all 5 meet in round-robin City Series.
WPFH
CHANNEL
12
the Sports First station-serving the Greater Delaware Valley with 316,000 Watts
over by RABV What objections do
you get from stations for furnishing
this information?
When Rorabaugh wrote us about
establishing such a service several
years ago, we were delighted and
agreed quickly to furnishing the nec-
essary information.
I sincerely hope you will continue
to hammer away at this project until
some action is taken which is for the
good of the industry.
Alex Keese
WFAA
Dallas
• SPONSOR intends lo do just that. We were
encouraged in our efforts to stimulate publica*
tion of spot figures by I \ I' - decision several
weeks ago to publish spot tv figures as calculated
by N. C. Rorabaugh. Next step, spot radio.
NEGRO RADIO
It was my pleasure to see a copy of
your 19 September issue of radio and
television news.
I am particularly interested in the
article covering the Negro market. We
use railroads as our chief means of ad-
vertising.
Your magazine is fresh and inter-
esting.
R. T. D'Avenporte, Sr.
Guild Craftsmen
Mobile
Will you please send to us five re-
prints of your section, "What adver-
tisers should know about Negro ra-
dio," from your September 19, 1955
issue:
George W. Patton
General Manager
WBML
Macon, Ga.
• Single reprints of the Negro Section are
available at 50c each. Since there has been a
demand for bulk orders, the rate for 23 to 99
reprints is only -40c each.
SPONSOR IN SCHOOLS
I have asked that my entire class
of 23 students subscribe to SPONSOR.
I would regard it as a considerable
favor if an extra <•<>[>} were sent in
each shipment for my own use in
teaching and instructing the use of
sponsor Magazine.
Gale R. Adkins
Radio House
University of Texas
Austin, Tex.
• An increasing number of radio and tv classes
are using SPONSOR as a li\ ing textbook. The
student rate is SI per year.
14
SPONSOR
AD MEN
ARE TALKING
ABOUT
FLORIDA'S
NEW STATION
from vjulf Lo yjcean • vjainesville Lo vJkeechobee
Of course people in Florida are talking
■bout this new station too. They like our ex-
cellent News coverage* our fine pro-
gramming and our three outstanding disc
jockeys, Dale Starkey, Dar Dodds and
Boh Werv.
Resides nil available news aires. W »GTO
etnploys correspondents in 27 loans within
oar coverage area, thus assuring oar listen-
ers of getting nil important Florida, IVa-
tioaal and International news.
10,000 WATTS
540 KILOCYCLES
GTO
HAINES CITY, FLA.
PHONE 6-262 1
oxened and operated
by KWK, St. Louis, Missouri
Represented by
WEED & COMPANY
28 NOVEMBER 1955
15
what do you
buy by?
HOOPER?
NIELSEN?^
PULSE? 8
TRENDEX?'
all have
WHB FIRST!
10,000 watts— 710 kr
has run away with
Kansas City's radio day!
*W
All day overage Hooper: 46.4% — First place!
'All day average area Nielsen: 39.2% — First place!
"Pulse — every daytime Vi hour — First place!
4 All day average Trendex: 42.8% — First place!
Call the man from Blair or WHB
General Manager George W. Armstrong.
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps. Inc.
WHB, Kansas City
Represented by
John Blair & Co.
IVeiv and renew
28 NOVEMBER 1955
l. New on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
hjrlct Antcll. Baltimore
Product Services,
NY
ABC
ABC
85
Ozark Jubilee; '? hour each wk alt on 2 periods
Sat 7:30-9 pm, every 4th Sat 7:30-8 pm; 5
Nov; 13 wks
Hudson Thanksgiving Day Parade; Th 10:15-11
hryslcr. Dctr
McCann-Erickson,
Detr
am; 24 Nov
olSJtc Palmolivc. Jersey City
Ted Bates, NY
CBS
146
Adventures of Champion; F 7:30-8 pm; 28 Oct-
11 Nov
urtiss Candy Co, Chi
C. L Miller. Chi
CBS
64
Talcs of the Texas Rangers; alt S 11:30-12 n;
29 Oct; 26 alt wks
ever Bros. NY
JWT, NY
CBS
71
Carry Moore; W 10-10 15 an 10 nov; 52 wks
ongincs-Wittnauer, NY
Victor A. Bennett
. NY
CBS
166
Thanksgiving Day Festival: Th 5-6 pm; 2-1 Nov
H. M.isl.ind 0 Sons. Carlisle. Pa
Anderson & Cairns. NY
CBS
60
Carry Moore; alt F 11:15-11:30 am; 18 Nov; 52
Tcnn Erm: Ford Show; alt W 12-12:30 am; 2
linutc Maid Corp. NY
Ted Bates. NY
NBC
55
Nov-17 Oct 56
jlston-Punna, St. Louis
Cuild. Bascom &
San Fran
Bonfigli,
CBS
65
Carry Moore; alt F 11:15-11:30 am; 11 Nov; 8
alt wks
lllton Punn.l
Cuild, Bascom &
San Fran
Bonfigli,
CBS
51
Robert Q. Lewis; alt th 2-2 15 pm; 3 Nov; 13 alt
wks
,'vlon Products, NY
Norman. Craig &
NY
Kummcl,
CBS
119
Appointment with Adventure: alt S 10-10 30 pm;
23 Oct; 52 wks
J. Reynolds. Winston-Salem
Wm Esty, NY
CBS
15
Pacific Coast Football: S 2 pm to concl; 5 Nov
& 12 Nov
oto-Broil, NY
Product Services,
NY
ABC
33
Super Circus; alt '2 hour each wk S 5-5:30 pm,
5:30-6 pm; 13 Nov
I. Renewed on Television Networks
SPONSOR
orden Co, NY
onsolidatcd Cosmetics, Lanolin Plus,
Chi
■crbcr Products, Fremont, Mich
Ijmm Brewing Co. St. Paul
AGENCY
STATIONS
Y&R, NY
NBC 56
Duggan & Phelps, Chi
CBS 86
D Arcy. NY
NBC 60
Campbcll-Mithun. Minn
CBS 36
PROGRAM, time, start, duration
Date with Life; M-W-F 4-4:15 pm; 2 Jan 56-28
Dec 56
Robert Q. Lewis: M 2:15-2:30 pm; 11 Dec; 13 wks
Ding Dong School; alt M 10-10:30 am; 14 Nov-
29 Nov 56
Person to Person; alt F 10:30-11 pm; 9 Sept; 52
wks
3. Advertising Agency Personnel Changes
NAME FORMER AFFILIATION NEW AFFILIATION
-il Babbitt
trthur S. Bostwick
George A. B'adford
tarman Bradford
-harles E. Claggett
om Carson
ames A Clarkson
Ccorge Clouticr
),ivid R. Coey
erry Coleman
'aul Foley
•tewart L. Fritche
)onald C. Craves
Villiam C. Crcenc
Villiam J. Criffiths
tobert Murray Haig
ordan T. Hargrove
ohn W. Harper
V. E. Hatch
ohn Hickcy
ohn T. Holloway
Hilton Hufflin
Robert C. Hughes
iuss Johnson
Vrthur M. Jones
(obert L. Jordan
Mvin Kabaker
Hilton L Kieblor
jdward Klein
Gregory A. Langley
Rowland Laughlin
ohn C. Legler
MBS. NY, exploitation director
Fuller & Smith & Ross. Clove, publicity director
CE, Schenectady, rad-tv adv mgr
Atherton & Currier. NY
Cardner. St. Louis, sr vp & gen mgr
Benton & Bowles. NY. time buying supervisor
Ted Bates. NY. acct exec
J. Walter Thompson, NY copy group hd
Ccorge H. Hartman. Chi. acct exec
Welsh. Hollander & Coleman, LA
MacManus. |ohn & Adams. Detr. exec vp
Robert Otto & Co. NY acct exec
KLAS-TV, Las Vegas, operations mgr
C. M. Basford. NY
Carmona & Allen. Hlywood. sr acct exec
J. Walter Thomoson. NY. vp and tv cpy director
Kelly. Nason. NY. acct exec
Leo Burnett, Chi
Ted Bates. NY, asst vp and controller
Ccorga Pacific Plywood. NY, adv mgr
Ccorg? H. Hartman. Chi. vp
Saks Fifth Avenue. White Plains, gen mgr
Ted Bates. NY
McCann-Erickson. NY. vp in charge of radio production
J. Walter Thompson. NY
Standard Public Relations, NY. exec vp
D-F-S. NY. vp in charge of Hollywood office
Benton & Bowles. NY. associate media director
Storm & Klein. NY. exec vp
Albert Frank-Cucnther Law, NY. acct exec
Ceorge H. Hartman. Chi. vp and director
Electronics Corp of America. NY, adv and public rela-
tions director
Robinson. Aldeman & Montgomery, Phila, creative
services
Same, public relations director
Compton Adv. NY. acct exec
Product Services. NY, creative director
Same, president
Compton. NY. time buying supervisor
Same, vp
Marschalk 6 Pratt, NY. vp
Sime, vp
Wade. Hlywood. acct exec
McCann-Erickson. Detr. vp & chairman of plans board
STne. pres
Zimmer. Keller & Calvert, Dctr. rad-tv dept
Same, vp and treasurer
Same, general mgr
Kudner. NY, tv copy supervisor
Kudner, NY. acct exec
chief time byr
Standard Oil 'Indi-
D Arcy, Chi,
ana' acct
Same, vd and controller
D-F-S. NY. acct exec
Same, vp end gen mgr
Crcy. NY. acct exec
B-B-T. NY. copy group hd
Marschalk & Pratt. NY. vp
Benton & Bowles. NY. vp and acct supervisor
Benton & Bowles. NY, public relations mgr
Compton. West Coast operations director
Same, vp
Emil Mogul. NY. sr vp and group hd
Same, vp
Same, exec vp
St. Ceorgcs & Keyes. NY. vp and acct supervisor
In next issue: ISetc and Reneiced on Radio Mettcorks ; Broadcast Industry Executives;
Xetc Firms. Pie* Offices, Changes of Address
28 NOVEMBER 1955
I.e.
Legler (3)
^#^
|ohn
Hicke* 3'
17
28 NOVEMBER 1955
\t-ii 4i ml rrni'tf
lames A.
Clarkion (3)
Edward
Klein (3)
Robert Murray
Haig (3)
lerry
Coleman (3)
|oscph
Ungar 3-
Donald C.
Craves (3)
l,k
3. Advertising Agency Personnel Changes (cont'd)
NAME
Philip Lcserman 3rd
Arthur P. Livingston
Joseph McParland
Leon Michel
William C. Munro
S. H. Niewcnhous, Jr.
Harry Rauch
Lee Rich
Anne Sass-Wilson
Robert E. Stark
Joseph Ungar
Henry F. Woods
William A. Wylic
William M. Zeigler, Jr
FORMER AFFILIATION
Albert Frank-Cuenther Law, NY, special services director
McKee & Albright, Phila, vp
Kudner, NY
Fletcher D. Richards, NY, publicity director
McCann-Erickson, NY rad-tv research hd
SSCB, NY, acct exec
Y&R, NY, rad-tv publicity mgr
Benton & Bowles, NY, associate media director
CJON, St. Johns, Newfoundland
Y&R, Chi, research mgr
Crey Adv, NY, mkting director
Y&R, NY, gen publicity mgr
ABC, NY, sta rel director
Ross Roy, NY
NEW AFFILIATION
Same, vp
Cray & Rogers, Phila, merchandising
Same, control dept mgr
Cole, Fischer & Rogow, Beverly Hills, vp and ere i
director
Marschalk & Pratt, NY, vp
Harry B. Cohen, NY, acct exec
Same, vp
Same, vp
S. W. Caldwell, Ltd, Toronto, adv, prom, pub
head
Y&R, NY, research mgr
Bi&w-Beirn-Toigo, NY, vp in charge of sales pronvi
Same, vp
McCann-Erickson, NY, acct exec
Compton Adv, NY, acct exec
4. Sponsor Personnel Changes
NAME
T. E. Alwyn
B. M. Barrett
Charles P. Baxter
Milford Berman
Donald D. 8urr
Karl H. Carstcns
C. H. Carter
Samuel H. Cuff
Joseph Daffner
Douglas H. Ewing
R. M. Fenner
E. J. Fitzmaurice
" Cellert
E. Johnson
Morrison
Norman C. Owen
Creg Rouleau
H. A. Shull
Rod Smith
John L. Sullivan
Evans Taylor
James M. Toney
Abraham A. Vogel
D. R. Moore
E. B.
John
I. C.
FORMER AFFILIATION
American Can, NY, vp in exec dept
RCA Victor, NY, gen mgr of consumer products
RCA Victor Television, NY, Cen mgr
Malco Wholesalers, Wash
Hazel Bishop, NY, vp in charge of sales
Magnavox, Fort Wayne, retail adv mgr
Vick Products, NY, group product mgr
Allied Stores, NY, rad-tv consultant
Norex Laboratories, NY, natl sales mgr
RCA Laboratories. Princeton, research service director
Vick Products, NY, product mgr for cough drops
Electric Storage Battery, Phila, sales engineering mgr
Vick Products, NY, product mgr for cough syrup
Vick Products, NY, group product mgr
Zenith Radio Corp, Chi, vp in charge of distribution
KXCI, Ft Madison, Iowa, pros
Vick Products, NY, new product development mgr
Real Cold, Kansas City, central and midwest sales mgr
A. C. Nielsen, NY, service exec
Electric Storage Battery, Phila, sales
RCA Victor Radio, NY, gen mgr
Emerson Corp, NY, controller
Vick Products, NY, asst product mgr
NEW AFFILIATION
Same, Atlantic div, operating vp
Same, appliances mkting director
Same, vp and gen mgr
Autoyre, Oakville, Conn, sales rep
Same, pres
Same, adv mgr
Same, operating vp
Same, rad-tv director
Same, vp
Same, vp
Same, product mgr for cough syrup
Same, Boston branch. Exide div sales mgr
Same, product mgr for Sofskin
Datamatic Corp, Boston, sales director
Same, operating vp
CBS-Columbia, NY. vp in charge of sales
Sheaffer Pen Co, Ft Madison, Iowa, public relau
director
Same, vp
Same, Redlands. Calif, natl adv and sales prom rr
Carter Products, NY, media director
Same, Exide div, sales mgr
Same, vp and gen mgr
Same, vp
Same, product mgr for VapoRub
5. Station Changes (reps, network affiliation, power increases)
ABC Radio and Television now have separate station relations
and cooperative program departments
CKCO-TV, Central Ontario has built a new 680 foot high
transmitting tower
KBCF, Great Falls, Montana, has become an affiliate of the
Keystone B'casting System
KHAD-TV, Laredo, Texas will join the CBS TV Network
about 1 December
KLMR, Lamar, Colo has become an affiliate of the Keystone
B'casting System.
KNCM, Moberly, Mo has announced that the station news
department has been expanded to cover North Central
Missouri
The Trinity Broadcasting Co, Dallas now makes plans for a
new 10.000 watt radio station in Houston
WAYE, Baltimore is now affiliated with the Keystone B'cast-
ing System
WBFD, Bedford, Pa. has become an affiliate of the Keystone
B'casting System
WCTV, Thomasville-Tallahassee joined the ABC Television
Network 1 November
WFRP, Savannah has bcome an affiliate of the Keystone
B'casting System
WMFS. Chattanooga has become an affiliate of Keystone
WNLA. Indianola has become an affiliate of Keystone
WOSH, Oskosh, Wise, has become an affiliate of Keystone
WTVY, Dothan, Ala. became an affiliate of ABC Television
1 November
6. New Agency Appointments
SPONSOR
Consolidated Royal Chem, Crand Rapids
Flcxiclogs, New Holstein, Wis
Seaboard & Western Airlines, NY
Sunkist Crowers, Ontario, Calif
Temple Frosted Foods, Brooklyn
R Wallace & Sons Mfg, Wallingford, Conn
PRODUCT (or service)
Krank's shave cream
footwear
air travel
frozen orange juice
frozen foods
silverware
AGENCY
Cordon Best, Chi
Grant, Schwenck & Baker, Chi
Hazard, NY
Foote, Cone & Bclding, LA
Blaine-Thompson, NY
Biow-Beirn-Toigo, NY
SPONSOR
The truth
will out!
w,
HI \ Dr. What! made the 1955 Iowa Radio-Television
Audience Survey, 74 out of every 100 Iowa homes had
television sets.
Since then, the numher has continued to grow tremendously.
Today we estimate that in Central Iowa, WHO-TV delivers
302,200 television homes, representing over a million
people — about half urban, half rural.
WHO-TV serves this great and growing audience in the
best WHO tradition. Free & Peters can give you
full details.
WHO-TV
WHO-TV
WHO-TV
HfWHO-TV
^ WHO-TV
\ WHO-TV
1 WHO-TV
IWHO-TV
MWr who-tv
^JU WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
O-TV
-HO -TV
HO -TV
WHO-TV
WHO-TV
WHO-TV
WHO-TVl
(SWHO-TV^i
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV h^^
^/l WHO-TV
WHO-TV
Channel 13 • Des Moines
4|p-F
Col. B. J. Palmer, President
P. \ Loyet, Resident Manager
Free & Peters, Inc.
Sational Representatives Affiliote
28 NOVEMBER 1955
19
I can get a
It's quite simple, if you know the trick. All you need
is some of my secret potion which is a five-letter word spelled
C-H-A-R-M. This powerful stuff does things in an amusing
and pleasant way, and the beauty of it is it works so smo-o-o-oth.
Yes, it'll get a bird out of a tree, but more important, it
will get a customer to listen to your sales talk. That's the
stuff that made "Private Secretary" such a smash TV show.
t P
i iimf
for higher sales through quality programs.
~
Television Programs of America, Inc.
477 Madison Avenue, New York 22, N. Y.
360 North Michigan Avenue, Chicago 1, 111.
5746 Sunset Boulevard, Hollywood 28, Calif.
lown out of a
The warm, easy humor of the show consistently charms
the viewers, and puts them in such a warm, receptive mood
that they even love to hear the commercials.
Call the TPA man and get the complete information on
"Private Secretary" now being offered first-time-off-network
under the title of "SUSIE."
"known on its CBS network run os "Private Secretary",
starring Ann Sothern. A Chertok TV production
Bill Wright Cliff Holman
Howdy-Doody Mickey Mouse
Stars of
FUN-O-RAMA
3:30 to 6 pm, Monday-Friday
Stars Sell on
Alabama's
greatest TV station
Every afternoon Two and a half full
hours, jam-packed with fabulous en-
tertainment— that's FUN-O-RAMA!
(What a place for announcements!)
Bill gets going with Channel 13
Theatre (Loony Tunes, Little Ras-
cals, an exciting serial). Tip-Top
Clubhouse where Cliff works his
magic and puppets. Howdy-Doody
is in color. Mickey Mouse Club
winds up the show — FUN-O-RAMA
— the mos'est of the biggest and the
bestest !
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy seeing
Represented by
BLAIR -TV
Benjamin Abrams
President
Emerson Radio and Television Co., New York
"It's very different selling tv sets on tv today, compared with
1948 or 1949," says Ben Abrams, president of Emerson Radio and
Television Co., first sponsor of The Ed Sullivan Show.
"Back in the early days," he recalls, "there were far more view-
ers per set than today. Anyone who owned a set would have his
whole family and two blocks of neighbors in to watch shows. Today
the audience, while larger, is also more dispersed. Today on tv
you're selling a second set."
Nonetheless, through a 50-50 arrangement with the company, vir-
tually all Emerson dealers and distributors sponsor either local radio
and tv programing or announcement schedules to push the extensive
Emerson air conditioner, tv set, radio-phonograph line. Emerson
itself currently sponsors one tv program on its own: Tex McCrary.
WABD, New York, Monday through Friday, 7:15-7:30 p.m.
Abrams, who's been dubbed "king of the small radio" by some
members of the trade, feels that revolutions in programing tend to
do more for set sales than any single promotion can. He refers
specifically to the "immediacy and urgency of radio programing
which so often today on the local level tends to be patterned like
Monitor."
"Programing that makes radio a throughout-the-day companion
has been the biggest boost to our small set sales," says he. "Within
two years we will manufacture portable radios the size of a pack of
cigarettes. A few years after that we will see the realization of a
wrist radio."
But Abrams recognizes advertising as a vital factor in showing
the public the advantages of radio and tv innovations. To do this
job Emerson appropriated $8-million for 1955-56 advertising
(through Grey Advertising), some 15% of it currently in tv.
"This fall we abandoned hard-sell in advertising," Abrams says.
"But we haven't abandoned tv. When we find a vehicle we like, we
may increase our air media appropriation.
In his Plaza Hotel office Abrams sits surrounded by elegant clock
radios, pocket-size radios and pictures of three of his four grand-
children. "The fourth was too young to be photographed when these
pictures were taken," says he. apologetically. * • •
22
SPONSOR
J.
NBC AND RCA ANNOUNCE
THE FIRST ALL-COLOR
TELEVISION STATION IN THE WORLD
WNBQ CHICAGO ^
WORK ALREADY IN PROGRESS. ALL
STUDIOS NOW BEING COMPLETELY
CONVERTED TO COLOR. MORE THAN
50,000 SQ. FT. ADDITIONAL SPACE LEASED.
WORLD'S FIRST LOCAL ALL-COLOR
TV STUDIOS TO BE PILOT OPERATION
FOR OTHER STATIONS TO FOLLOW.
ALL LOCAL LIVE STUDIO SHOWS WILL
BE IN COLOR. ALERT ADVERTISERS CAN
HELP ASSURE SALES LEADERSHIP IN
THE FUTURE BY LEARNING NOW
TO HARNESS THE FULL POWER OF
COLOR TV. . . ON WNBQ.
IMPORTANT. GET ALL THE FACTS TODAY.
The Proof
of the Pie-
"The Woman's Angle," with Ann Mar,
is a Baltimore institution which de-
livers the audience on a year-in-year-
out basis. Ann also follows through
with her homemaking bulletin, her reg-
ular appearances at new store open-
ings and her every Thursday cooking
column in the Baltimore Evening Sun.
WMAR-TV also runs regular ads in
The Sunpapers on the "Woman's
Angle."
It all adds up to valuable extra sales-
help for participants. Contact The
Katz Agency for information on par-
ticipation in this "proof of the pie"
for your product.
ANN MAR'S GUESTS
(A partial list of
appeared on
Fay Bainter
Blackstone
The Magician
Jackie Cooper
Reed Hadley
Loring Smith
Signe Hasso
William Inge
Veronica Lake
Gene Lockhart
Joshua Logan
those who recently have
The Woman's Angle)
Walter Slezak
Ralph Meeker
John Newland
Zasu Pitts
Ivy Baker Priest
Basil Rathbone
Bob Turley
Ronald Reagan
Pat Rooney, Sr.
Lillian Roth
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York. Detroit, Kansas City. San Francisco,
Chicago, Atlanta, Dallas, Los Angeles
by Joe Csida
Profit is a many-splendored thing
Various elements of showbusiness continue to blend with
the whirlwind speed of ingredients in a Waring mixer. Tele-
vision and motion pictures, of course, continue as the most
potent, most active of these ingredients, but other ingredients
are definitely present. Some of these, on occasion, are not
readily discernible.
A tip-off, however, on the activities which make up the
sum total of the industry's major operations these days comes
from a study of two recently released documents. The first
is the Publishers' Information Bureau figures on tv network
grosses for the first nine months of this year, and the second
is the CBS consolidated statement for the same period.
Most of us have the loose and general impression that
both CBS and NBC are deriving the biggest share of their
gross incomes from network tv operations. This impression
is due largely to the increasingly spectacular nature of the
medium, the floods of continuing and exciting publicity
stemming from it.
But did you notice? The CBS TV network grossed $138,-
474,755 for the first three quarters of 1955. The CBS con-
solidated statement for those same nine months shows a gross
of $302,589,748. In short, less than half of CBS's gross in-
come derived from network television. The consolidated
statement doesn't show the sources of the balance of the
$302,589,748, but certainly substantial portions of it derive
from the radio web, the record division, the phonograph and
radio-tv receiver division, and from a multitude of other
properties and operations, most of them known to a handful
of insiders.
A couple of the more intriguing of such generally lesser-
known operations are the CBS interests in Bing Crosby Enter-
prises and Amusement Enterprises Inc. CBS's holdings in
these two properties (and there were others in this category)
stemmed from the famed 1948 talent raids. In the deal with
Bing, William Paley and company picked up 25% of BCE.
And it is entirely conceivable that that 25% may turn out to
be a bonanza. It is certainly recognized that, among other
projects, BCE has managed to stay out in front in the devel-
opment of color tv on magnetic tape. Every industry prac-
titioner connected in any way with tv programing or the pro-
{Please turn to page 58)
I
24
SPONSOR
How to
nake your film programs
produce Llwt picture interest
Pg HEM your film programs have the "snap" and realism characteristic
"live" pick-ups, \<>u have a clienl benefit thai >clls itself and pays
handsomely. If you can achieve picture quality which will make it
i lieult for a television viewer to know whether the program coming
ito his home is "live" or "on film," you're in business!
It's possible to do just tins with good black and white films— simply
I replacing outmoded equipment.
udio realism-
lighest picture quality
' V- rK-21 Vidicon Film Camera is the
kwer. This improved equipmenl offers
; the dimension associated with "live"
ms, provides studio realism and
I best picture quality. It's so life-like.
!• viewer gets the impression that the
? m is being presented in the studio just
him! Thus, the spot advertiser is
1 Teil the psychological advantage of
re" programming at the low co-t of
li. Competitively, this is your bread-
ll-butter business and its growth will
t measured in direct proportion to
leffeetiveness.
. Tng*eet
A check of some of the more technical
advantages shows wh) the TK-2] Film
Camera is a station's best investment for
extra profits . . .
"Live" picture
sharpness
The TK-2] is the only film system with
enough signal output to use aperture
correction to bring picture detail up to
maximum sharpness (detail resolution
100rc at 350 lines) with a high signal
to noise ratio.
"Live" picture contrast
The Vidicon tube is ideal for film repro-
duction. It has unexcelled contrast range
f ■1J
and assures realistic graj scale rendition
o\ cr entire picture. I his means j ou
gel studio realism in your film picture-.
Edge-lighting, shading
eliminated
The RCA Vidicon operate- entirely with-
out edge-lighting, electrical shading,
an) other form ol supplemental li_'ht
llii- camera virtually run- l»\ itself.
I sed for finest quality reproduction "I
monochrome motion picture films <<r
slides in a television system, the TK-21
ma\ be mounted directly to projectors
Or multiplexed.
for complete information about the
rK-21 Vidicon Film Camera, call your
R( \ l!r - S ilc- Representative.
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION • CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
things
afoot
for
Washington!
Washington, already the 10th largest market in the United States, is going to be filling much bigger
shoes before long. A study released by Sales Management Magazine reports that within the next
ten years Washington will jump to 8th place among the nation's markets. Its metropolitan popu-
lation will rise as high as nearly 25% to 2,305,000.* And it is estimated that buying power and retail
sales will increase proportionately.
But there's no need to wait ten years. Today, Washington offers advertisers all the selling oppor-
tunities of an established major growth market. Every day, more advertisers recognize Washington
as one of their prime markets, with its . . .
• 1,827,200 population in the metropolitan area • $4,532,064,000 in effective buying power • second-
highest family income in the country.
Farseeing advertisers recognize WRC and WRC-TV as the fast-stepping stations in this growing
market. And advertisers spend more with these stations because they sell more with them.
Step right out in front in big-and-getting-bigger Washington. Call
WRC am-fm WRC-TV
in Washington represented by NBC Spot Sales
*20 Years Population &
Economic Growth Study &
Projection. Sales Management,
November 10, 1955
28 NOVEMBER 1955
^
yhe advertising field is currently in a process of much ferment.
The core of this ferment relates to changes in agency function and
extension of agency responsibilities to the client.
Leading advertisers and representative agency top management ex<
utives are urgently advancing the thesis thai the agenc) can't much long-
er merely function in a creative copy capacity. The) are advising the
agencies to re-tool their functional and personnel structures to meet the
new need: complete integration of the agency's advertising planning
with the advertiser's marketing planning.
Or, more pointedly, if the agencj
\\ ants to protect its ad\ ertising budg-
et, its planning and services must
be realistically geared to the adver-
tiser's total marketing budget and
strategy. To this end the agency
must substantially expand its re-
sources for marketing assistance.
sponsor, always alert to signifi-
cant trends or groundswells affect-
ing advertising functions and media,
particularly those impinging on tv
and radio, has embarked on the ex-
ploring, analyzing and evaluating of the significance of this ferment.
In researching the accompanying article and the others to follow,
sponsor talked to a fairly extensive cross-section of national ad man-
agers, top agency management, marketing directors for both agencies
and clients, merchandising specialists, account group heads, marketing
research directors and management consultant firms assigned to recruit
key account personnel.
The client organizations and agencies covered in this survey repre-
sent in the aggregate over a half-billion dollars in advertising billing.
THE
ADVERTISING
AGENCY IN
TRANSITION
PART I
THE FERMENT BEHIND TODAYS SWITCHING OF \( < Ol MS — Tlll>> /W/
PART II IS MARKETING RESP0\SIBIL1TY AN AGENCY "MUST,* i\h H<>V ■ 12 DEC.
PART III— THAT AGENCIES NOW DEMAND OF ACCOUNT SI PERI 1S0RS IN D EXECUTIVES 26 DEC-
PART TV— IS THE IMPACT OF TELEVISION CHANGING MARKETING < <>\< I 9 JW
(Other related articles uill be announced /o/-
28 NOVEMBER 1955
27
THE
ADVERTISING
AGENCY IN
TRANSITION
The ferment underlying
today's shifting of accounts
lllue-chip advertisers now require expanded services and
more intensive marketing assistance from agencies
M t used to be that when you asked
the average agencyman why adver-
tisers changed agencies, you got this
quick and pat answer:
"If sales are favorable the adver-
tiser sticks with the same agency. If he
feels he's not getting the volume of
business he's entitled to, he starts look-
ing around for another agency. ... Of
course, there are some exceptions, like
politics and personal differences."
by Ben Bodec
SPONSOR has been hard at work be-
hind the scenes exploring the accel-
erated shift of blue-chip account- in
recent months. It finds that the above
answer still holds — but with this
marked difference: the exceptions have
increased in number, character and
magnitude.
This publication, devoted to tele-
vision and radio, became interested in
the subject because it had reason to
.-...;-...,.:...-,;■,...--. -. .::-;?;.-''.■>.-;..;..., .._-.';::;;(.' ->. ~.»>'. . ~;^ -''. y VVJ-V^- WWj\ ^
10 THINGS CONSUMER GOODS
ADVERTISERS WANT MOST FROM THEIR AGENCIES
(Listed in order of importance as admen surveyed by SPONSOR see it)
1. A top management that is endowed with genuine leadership, imagination
and sensitivity to changing conditions. One that is keenly aware of today's broad
business problems, operational structure and objectives.
2. A sound and strong marketing agency. One that has been contributing much
to the broad field of marketing — if not to the client's own field — and is capable
of integrating its own planning and services with the over-all marketing strategy
and planning of the client. One that is preferably staffed with marketing or
merchandising specialists who have had broad experience in the field.
3. Ability to furnish type and quality of market research that will indicate to
the advertiser where he can sell his goods or more of them; can contribute sound-
ly to the client's product development, packaging, distribution, dealer relations,
sales promotion, deals, sampling gimmicks and other marketing factors.
4. Alertness to new ideas, not only in advertising but in the advertiser's prod-
uct field— to the end that it will not only help the client in his day-by-day prob-
lems but indicate new directions and growth potential for the company.
5. First-rate knowledge of latest advertising techniques and how to apply them
with maximum effectiveness.
(j# A staff of topflight personnel; technical services in media, research, and
radio and television production.
1 m Outstanding performance in creative functions with regard to all forms of
copy — print, radio-tv, sales promotion.
8. A good record in client-agency relationship.
9. Agency executives who can explain the agency's thinking and plans and
work in the client's own language.
10. Stability in personnel relations within the agency and in all the opera-
tional areas that bear importantly on the account's well-being with the agency.
v.
t :. -:'
believe that the sales impact of tele-
vision, as well as such factors as costs,
was to a large measure influencing
clients to re-evaluate the entire ap-
proach to marketing.
The inquiry among clients who, as
could be expected, asked that they not
be quoted, made these two things
sharply manifest:
1. The top ad spenders in, especial-
ly, the nondurable consumer goods
fields are sold — lock, stock and barrel
— on the currently advanced concept
that the agency's responsibilities today
include the development of marketing
plans and strategy as well as advertis-
ing plans and strategy. In other words,
such services are not viewed as an op-
tion, but rather as a "must."
2. The vast majority of these multi-
million-dollar migrants (see list of
agency changes on pages 17 and 18)
landed in agencies which the ad trade
recognizes as solidly equipped market-
ing or merchandising agencies.
If there's any sort of pattern to the
wholesale switching of accounts that
has highlighted the current advertising
year, it's this:
Agencies can depend less and less
on the old family ties and personal
relationships to keep the business in
the shop. The founder or builder of
the enterprise is progressively passing
out of the dominant picture, and the
command of corporate management is
passing into the hands of "recruited"
top personnel. Strictly factual and
grounded in hard and fast precepts of
modern management, these newcomers
to the old autocrat's chair are bent on
seeing the sales and profits graphs
show an acceptable gain each year.
SPONSOR
\l. rgers, absorptions b) purchase, and
diversification oi i lucts are also
contributing to .1 whole new gallerj "I
top tnanagemenl faces. \- Kenneth
Laird, "I I atham-1 aird, has been
pointing out, the changing character of
the corporate management is changing
the character of the agency's responsi-
bilities.
In ii» searching for tin- basic reasons
[oi -nmc of the more important agenc)
changes, sponsor frequently was tol<l
thai ii is largely a natural result of
the "marketing re\ olution."
\ client v.p., whose company
l budget over SI ^-million, <>f which
c>\ it 50' I is in air media I iliil some
agency changing this year, was asked
|.\ sponsor whether the foregoing rea-
son applied t<> bis firm. He replied:
"That's wrapping it up too dramati-
cally and Bnugly. We changed for a
diversity of reasons, l>ut I can sa\ that
the big thing thai loomed in our minds
was the previous agency's unsatisfac-
tory participation in our over-all mar-
keting planning and strategy. The new
agenc\ has a broader sense of market-
ing responsibility, plus an enviable
creative record. It's better equipped to
serve us in our over-all marketing as
well as advertising needs. I don't care
how big or how old a company in our
field is; it stands ready to welcome any
marketing intelligence or direction it
can get from any agency."
The bigger the company the more
complex its marketing problems. On
this theme the advertising head of a
consumer products company in the
|10-million-dollar-plus ad bracket had
the follow bag theory i
"*\\ hen a big corporate organization
gets too unwieldy, it's often broken
into smaller operating units. The time
may come when the same concept will
apply to a big consumer-selling corpo-
ration with numerous products, when
it conies to administering its advertis-
ing budget. As competition gets into
some product's field, the product's
marketing problem gets more complex.
The answer to better efiiciencv and
sales results might be to assign fewer
products to each agency. By a wider
spread of your products, the marketing
assistance from the agencv could be of
greater value in depth and effective-
ness."
The cost of doing business and its
rate of increase is one of corporate
management's greatest concerns. One
multi-million-dollar account was sub-
stantiallv influenced in its change of
THESE ARE SOME OF THE MAJOR
ADVERTISERS WHO SWITCHED AGENCIES IN WH*
ADVERTISER
FROM
TO 1
( oca-Cola
D'Art |
►
Mi 1 .mil 1 1. k-iin
\\ estinghonae
1
1 nil. 1 A S A l{
►
Mi < .11:11 1 1 Ilk -ml
Itu li>\ ii
Bio*
►
M ■ 1 inn 1 1 n k-nii
Swiii a: Co.
JW 1
►
M. ( hi 11-I in k ton
:
Slnililiakrr Rochl . \\ illiam- A < I. .11 I
Florida Citrus
S. < !, Johnson
1 Jnhtl. I II
Frigidaire
unerican Airlines
Pabsl
Campbell Soup
Toni
Schick
N.l.i
Ballantine Ale
Pepsodent
Parker Pen
Magnavox
Electric Antolite
Campagna
JW I
Needham, I. & B
I ( I!
K & R
W auricle & Legler
\\ ard-W beelock
W ci- & Geller /
Leo Bnrnetl *
K & E
BBDO
JW I
McCann-Erickson
JWT
Klaxon
R & R
Wallace-F-II
Benton A Bow U -
Benton A I >n» lei
Benti n A I ! 1 > %% 1 1 -
K miner
I 1 inn 11 A Mitchell
I in Bnrnetl
I Im ■£( in 11 -
North ( lieu ag< in v )
\\ arw ick A: l.cjjlcr
< iimplon
W illiam I -l%
I ( IS
latliam-l aird
FCB
Grant
V.rv, in. W B8ej
TIMATEO BUDGET
- 15,000,000
5,000,000
6,000,000
7.000.000
1 1,500,000
.',..-,00.000
1,000,000
16,000,000
i.:,oo.(M)0
1.000.000
12,000,000
r>. 000.000
2,500,000
3,000,000
6,000,000
2.:>00.0(H)
2.r,oo.ooo
2..">oo.ooo
2,350,000
2. 1 10.000
agency this year by that agency's ap-
proach on the profits theme, which, in
gist, was:
"i>\ our methods of account man-
agement and broadly expanded mar-
keting services we can make your ad
dollar work hard and more penetrat-
ingly for you. In other words, for the
same budget we'll get you more sales
and more net profit on each dollar
expended for selling."
Patently, the efficiency ac< enl is
catching on in the advertising field.
The theme came up in an interview
with an ad manager whose compan) is
among the top-spending advertisers,
with 6595 "f tne budget in air media.
He remarked that the management of
the advertiser's dollar has become
mighty important in judging an agen-
cv. and he continued:
"Sheer magnitude of dollar spend-
ing is not the answer to controlling a
market for a product, "i even for mak-
ing mone) . Ii - the degree of efficii
and imagination with which \ou han-
dle the components of marketing that
tells the profits story, i ou stri\r foi
leadership in sales bul \ "ii can'l over-
look the progress of your net profit
\n agenc) that can redu< e J our selling
cost and at the same time in< n
\oiir share of the market i- an asset."
The agen< j strong in marketing
manpower now maki - a habit ol •
centrating attention on the clii
marketing dire* toi as well as top man-
ager. This tacti - - ntial
help to one agency in landing one of
the juiciest account plum- of the
Commenting on this turn of agency
strategy on the bus
well as account-handling) front, the
advertising administrator of a near-
$15-million account, with 55 in air
[Please turn to page 87)
28 NOVEMBER 1955
29
-***. ,- ~* _ . W .J-,,
MO?.
latebnyera are the- lattvst .spc-oitvs to Im* l«nii|iooii<ktl «ioo«l-
iiatiircclly via ih<- bab> -portrait technique in "Timebayer'fl MImiiii"
j9 ho wn here in their gray flannel rompers are some ol ili<- characters in "The Timebuyer's
Ubum." The album, current!) making the rounds of ad agencies and networks, i- tin-
brainchild of Don Chapin, manager of the New \ ork Office of Tri-State Stations
iWkliC. (Cincinnati; WHIO, Dayton; WTVN, Columbus), with an assist from Constance
Bannister, former NBC T\ Home show baby editor who started the sophisticated-baby-
picture-book craze and is well known for her calendar date hook. greeting-, playing '.inl-
and other baby-starred productions. Chapin put the whole thing together, wrote t hi*
caption-, had 500 copies printed, and, hesitantly, tendered the first feu to timebuyer
acquaintances. They ate 'em up! In a week the first printing was exhausted — some
getting cut apart and framed as convenient desk-top ego deflaters or mailed anonymously to
grown-up counterparts along Madison Avenue. Chapin, who Bays it's the best
promotion piece he ever sent out. is reprinting the album, will furnish single
copies on request. Meanwhile . . . see anybody you know?
• • •
"BV'r<> buying network!*'
'B hat'. The client's mining "l)i> ire have to comply tcith
here?" the cancellation clause?"
'Pre-empted? A or whamf
"That's the trouble icith
you peddlers. All I get is lip
service."
Ratings I
'That icas a very interesting
pitch. I'll pass it along"
"Ju*t talked to the account
Tinn — looks like ice'll hare
to cancel. NO rlirnt"
28 NOVEMBER 1955
31
/Voir Witting is a client too: In picture Chris {fining (r.) is shown celebrating
Esso's 20th anniversary on Westinghouse stations with S. C Hope, president
of Esso. Today Witting is a client as head of Westinghouse' s consumer products
A broadcaster-turned-sponsor
looks at the air media today
Chris Witting is in unique position to scan the radio, television and
advertising scene. Here are his views in tape-recorded interview
^ hris \\ itting is a rarit\ among executives of major
national advertising firms. Although he has just become
vice president and general manager of consumer products
of Westinghouse, he has spent most of his business career
as a broadcaster. Most recently he was president of the
Westinghouse Broadcasting Co.
Witting has been in the focus of attention among broad-
casters since he took over the Westinghouse Broadcasting
post in 1953. He revitalized the company's group of
50,000-watt radio stations with the result that local radio
sales soared an estimated 44% for 1955 over the 1953
level. This as well as the sparkle put into the entire
32
WBC operation, through programing and promotion in-
novations, was considered a spectacular accomplishment
throughout the industry.
Because of Witting's record as a sparkplug and his long
experience as a top-level broadcaster i he was managing
director of the Du Mont Television Network before he
joined WBC) sponsor sought out his views on questions
of broad interest to admen and broadcasters.
The questions and Witting's answers las tape recorded)
start on the page at right. Questions range from Witting's
view on network radio selling tactics to his estimate of
how many color sets there will be five years from now.
SPONSOR
WITTING VIEWS SUBJECTS RANGING FROM Ml RADIO FUTURE TO COLOR TV
<*.
I// hut specifically were the step* you took to build
ll B( i i nt/it> stations as more effective undid for tin'
advertiser when you took over ihr organization in 1953?
\.
I In' Westinghouse organization has been in broad-
casting for main \ears, .">■"> \rars to he e\a< t. In 1')")^.
Westinghouse bad five high-powered radio Btations, which
traditionally had been simpl) network outlets. In L953,
thpsr hvi- ">(t.0OO-\vati stations were, in large measure, with-
out audience and without respectable billing totals.
Basically, the reason was that WBC had been depending
on one supplier of "product" that is, programs — sinre
tin- radio network idea originated.
So in 1953, as a firsl Btep, we examined our relative
ratings in each market. We discovered that, instead of
being first, we were, in man) cases, second, third, fourth,
and even worse.
Westinghouse radio stations traditionalK considered
their competition to be the other network station in town.
In reality our competition wasn't the other network sta-
in m — or stations — but instead the towns independent
stations. The independents had recognized that the tradi-
tional methods of selling goods by radio had changed,
that all business was local, and they had gone after the
local and regional merchant. In the process of programing
for this business, they had built local personalities who
were widely accepted in their cities. The resulting ratings
attracted a lot of national spot business.
This study changed our view as to who WBC's com-
petition reall\ was. \\ e also recognized that the era of
network radio had passed awa\ .
We sel out sights on the best independent! in town and
v%e went to work. \\ <• broughl to oui stations the already^
successful "ii iL- in personalities, and oui ratings started
to grow .
\\«- looked ovei oui sales staffs. Ih.\ were all good
salesmen, bul the) had no incentive to sell \\ <• set np
incentive compensation plan- f..i oui sales people. I he
effects oi the n«u programs on the ratings made it eaaiei
for "in salesmen to sell. With the heel product in town,
the WBC radio Btation was -""ii looked al as the majoi
radio medium iii the market.
«*.
// hat were the results <>/ these steps?
A.
Our first pronounced Buccess was in local sales, of
course. Our IT>1 local radio -ale- were 30?5 higher than
IT>.Vs. Eldon Campbell I national -ales manager of \\ I
told me today that he estimates conservatmK that 1955
local sales of WBC's five radio properties will be 41
higher than 1953's.
Q.
{How about national spot?
A.
I hat took longer. For one thing, the whole na-
tional trend was against us. But we have turned the corner.
Campbell's reports shows that WBC radio will have na-
tional spot sales, iii 1955, ()' i above L954. Campbell sax-
he thinks our national spot business in '56 may be back
Accomplishment scored b) Witting \\.i- l>ig gain for WBC radio
Btations. Witting (al left) is shown with WBC station managers
(1. to r.) : Paul Mills, WBZ-WBZA, Boston; Les Rawlins KI>K\.
Pittsburgh; Carl Vandagrifi. WOWO, Kurt Wayne; Franklin \.
ke, then manager, KYW, Philadelphia, now gen. manager,
W BZ-T\ : Steve Conley. K.K.Y Portland, Ore., general manager;
Joseph E. Baudino. WBC vice president, Washington, D. C.
Purchase of K.P1X. >.m Francisco, and K.DK \-TV took place dur-
ing Witting's term at \\ B( . Witting i- shown seated at center
with KI'IX executives (in the usual order) Herb Bachman, sales
promotion manager; Bill Dempsey, program manager; Loo Simon,
-ales manager. Seated beside Witting are G. H. Mathiesen, .*-
lanl to the general manager; and Philip C. 1 • ral man'
Mure recent events at Westinghouse are shown on next |
28 NOVEMBER 1955
33
lii L948 level— or close to it. And the way things have
i ..i \\ BC radio this fall he may well he right
Hou 'liil )(>n go about enthusing the organization
• , i and getting attention outside?
Well, just 1" go back a bit. One of the first things
we did was to take a look ;it our job application file. We
had verj few applications from people who wanted to go
to work for us. This seemed to me to be a pretty good
yardstick. People in the industrj did not think we were
a hot outfit. \ii<l we weren't. Our new policy was that
we had to be No. 1 — No. I in the industry as station
operators, No. 1 in each city.
We brought in Ketchum, McLeod and Grove with this
polic) in mind, and they went work. In our ads, we ex-
plained what W BC meant. The only reason we did heavy
trade advertising, quite frankly, was to begin to stir up
trade interest in our group as a unit. We had to do things
above and beyond ads. The ads were ringing the bell,
ol course. But we were also starting to publicize our men
and the things our men at the stations were doing.
I)a\e Partridge, advertising and promotion director,
has played an important part in this whole picture.
In short order, our job application file began to swell
substantially. But we made very few7 additions to our
staff. WBC today has as its operating staff most of the
same people it had two years ago. They are the same
men, but all are doing a better job.
It ou used KM&G more than an agency has been
traditionally used in the broadcasting field?
A.
ideas. It seems to me they did not handle us in the typical
Madison Avenue fashion. They didn't tell us what they
thought we wanted to hear. They treated us as they might
a compam which had a product to sell.
We had certain unusual problems in creating WBC
identity, for example. The first thing they did was run a
series of large-size car cards in the New Haven and New
York Central passenger trains where so many ad people
who are commuters travel ever) day. This was the first
step in the campaign to identify our organization.
KM&G also worked closely with the programing people
at our stations, with our promotion people, and with our
sales people. It's been largely through their interest that
an awful lot of results were achieved.
Q.
Just hou- did you go after local business after years
of concentrating on the national scene?
I think so. They brought to us a lot of unique
A.
I be typical 50,000-watt radio station in the past
w as supported financially by national spot business. Na-
tional spot was sold as an appendage to a network show.
A 50,000-watt station's rate card took into account its
great coverage. These rates were beyond the requirements
of the average local advertiser.
These same stations, when they lost their high network
ratings, found they were losing both network and national
spot business, which frequently were sold in tandem.
We were in that position. We adjusted our sales policies
and went after local and regional business in a big way.
For example, in the Philadelphia market we sold our
large coverage. W e pointed out to advertisers that it is
not unusual for a person living 35 miles out of Phila-
( Please turn to page 90)
35th anniversary of first regularly scheduled radio program on
KDK \. Pittsburgh was celebrated recently with Chris Witting look-
ing on as L. K. Rawlins, gen. manager, accepts plaque from Charles
Clayton of St. Louis Post Dispatch. Donald H. McGannon. at right,
is new president of WBC. McGannon was then a WBC v.p.
First problem for Witting in new post is strike in progress among
Westinghouse production employee-. Shown a- new Witting job was
announced in mid-November are (1. to r. ) : Mark W. Cresap, exec-
utive v.p. of Westinghouse Electric Corp.; E. V. Muggins, v.p. for
corporate affairs of Westinghouse Electric; Witting and McGannon
34
SPONSOR
THEORY, PRACTICE OF BUYING RADIO 'ACROSS-THE-BOARD1
Problem: Inderson & Cairns got low«
budget \lioni coffee account this year.
&gencj wanted to reach large number of
homes in Boston and because of limited
budgel had to avoid too much duplication
Practices Vgenc) researchers probed
Pulse figures to find time of da) before
normal shopping when listening was high-
est as well ,i- die time when proportion
ol women listeners to radio was highest
Theory: One excellent wa\ to avoid dupli-
cation is to I mi \ same period on different
Btations. I nder ideal condition-, adver-
tiser can -weep into ad net practical!)
every listening home during period bought
tccomplishment: \gen<\ found 7:00-
8:45 a.m. time best bought end ol week,
picked half do/en gtations to can*) mes-
sages. Two remaining problems: finding
good availabilities and. ol course, mone)
How iorn s-t-r-e-t-c-h-e-s
radio coverage at low cost
Buying' same period on different stations avoids loo niiieh duplication
M be advertiser who wants to extend
his coverage in a market via radio
often comes up against this problem:
\s he buys more and more radio in
the market, his duplication mounts.
Since he is reaching the same homes
more often, the cost of adding new-
homes becomes more expensive.
Now. this is not a bad thing. As a
matter of fact, this duplication is what
most of the big advertisers seek. This
is what gives them the repetition they
need.
However, the advertiser with a lim-
ited budget may not have enough
money to buy the number of radio
homes he wants. That is. unless he
starts using his head and doing a little
bit of creative research and timebuy-
ing.
28 NOVEMBER 1955
\ case in point i- the \l>orn coffee
campaign in Boston. This brand had
been around in New England's homes
for more than 7n years but since World
War II hadn't been getting anywhere.
Two years ago. Ahorn was bought by
Joseph Martinson X Co., a coffee and
tea house with distribution in -elected
I'. astern markets.
During L954, the client pondered the
long-term future of Ahorn and used
advertising as a holding force. Early
this year, the Ahorn account came to
\nderson ^ Caims. Head man on the
account i- Victor Seydel, who. fortun-
ately for Ahorn- air advertising, is
also radio-t\ chiel at \M .
The technique Seydel latched on to
as a means of spreading Aborn's radio
coverage in Boston was not new to
\M! but was particularl) applicable
because of Aborn's limited budget
Significantly, mosl "f the money came
from a t\ buy axed thi- summer. And
not onl) that. The canceled buy »
single Class ** \ V" announcement run-
ning every week, which was dropped
1 1< •> ause it was felt that one video plug
ever) Beven days couldn't make a
worthwhile dent.
Thus, a saturation radio can
I Please turn to rwge B8 »
on this page discusses limebuying
problems involved in avoiding duplication of
radio homes reached. Similar problems are
faced in buying radio and to as a team. For
some of the answers to question of radio-
tv overlap see ston- beginning on next page
35
A hefty sin r
nl n homes reat hed
/s reat hed In 1 1 only
RADIO GIVES CLIENT
BIGGER SLICE OF
HOMES-REACHED PIE^
How a big spol radio-
1\ client extends
his t\ coverage with
radio i- shown |i\ break-
down ol a recent four-
week audience tabulation
bj Nielsen. Full
"pie" represents total
radio homes I which
also includes tv homes)
in his distribution
area. This area was
80fc saturated by tv
at time of survey
While these homes were
missed during period surveyed,
they are hit at other times
TV
HOMES
REACHED BY
RADIO AND TV
(16.1%)
TV
HOMES
HOMES
NOT REACHED
REACHED BY
BY EITHER
TV ONLY
RADIO OR TV
(28.3%)
(33.6%)
This radio-tv
overlap provides extra
impact to sales plugs
RADIO-
TV
ONLY HOMES
HOMES
REACHED BY
REACHED
RADIO
BY
(11.2%)
RADIO
ONLY
(10.8%)
This figure represents
more than half of all
radio-only homes in
Despite the heavy
the area surveyed
saturation of li homes
in client's area,
radio still hits homes
that tv
misses
What yon get when yon
add radio to a tv campaign
Depending on your needs, you ean add homes or hit the same ones
again, hut make sure you know whether it's one or the other
36 SPONSOR
g here's one thing thai makes time-
buying (in the best and broadest sense
ol the word > such a tough i £H ket these
daj ».
\iiil that's the changing charai tei
oi both i .nil" and i\ and the fact they
are so closel) intertwined. When a ra-
dio home becomes a h home some
thing happens to I •< >i h media. there is
.in instant change in both viewing and
listening patterns. Nothing like this
happens when .1 Eamil) which reads
newspapers takes out .1 magazine sub-
scription.
I lie result is that the men who make
decisions about air media cannot make
• decision about one "I them w ithout
making a decision, il onlj tacitly,
about the other. In actual practice
u I1.1t this often comes dow n to is that
advertisers Inn one media rather than
the other. \n<l more often than not
these <la\- it is t\ rather than radio.
I5ut the fact remains that radio is
just as complementary as ii is competi-
tive to tv, ami m.i 1 1 \ advertisers find
that, for the same money, they ran gel
more <>ut ol teaming up radio and t\.
tlian making an "either-or" decision.
Station reps are Inning increasing
success in convincing advertisers that
l>\ putting, say, M> or 20$ of the tv
budget into radio, they will reach more
people at a lower cost-per-1.000 for
the same money. Clients who have
done this recently include Robert Hall,
Manischewitz wine Prestone anti-
freeze and some Lexer brands.
Let's start with some basics and
work tlii- thing out Let's say the
problem is: Why should 1 add radii.
to my l\ schedule?
Stripping this matter right down to
fundamentals there are only two rea-
sons why this should be done:
1. To reinforce a t\ campaign by
reaching the same homes via radio.
2. To fill in the holes in tv cover-
age of either market- or people.
Of course, an advertiser can land
does) kill two birds and accompli-h
both objectives.
Lets take the reinforcing concept
first. Why should an advertiser use
radio to reinforce a t\ campaign?
\\ ell. in the hr-t place a competent
timebuyer can often make more eco-
nomical bins on radio than tv. And
where money is at a premium land
when isn't it? 1 this can be important.
Last April the \\er\ -Knodel rep
firm made a studv of radio and t\
rates in 13 large- and medium-size
markets. I he firm 1 oinpared all day
saturation radio rates with minutes
ami 20-se I slots m < lass " \ \\
time. \\ bile al first glance this 1 om-
I .11 ison ma) Beem foi 1 ed, it should be
pointed out thai these rates represent
common ways ol buying each medium.
I he < ompai ison showed the median
ratio ol i\ minute 1 ates i" I"- I > times
the minute radio rates, while -*1
<>nd annoum ements were 1 2 times
highei . This means, in the • ase 01
20-second announcements that, l"i the
same money, an advertiser can buy
',ii times the air Belling time on radio
than nn t\.
Thus an advertiser who may covei
,1 large percentage ol homes in his
weak market- with h I an ice Ii these
homes again without a big drain on
\\\< budget.
Did somebody ask whether the
impact ol a radio commercial is equal
to a i\ commercial? Verj good ques-
tion. One answer is this:
\ particularly powei Eul h commer-
cial can get added mileage at low 1 "-1
on radio when ii hits those homes
which viewed the commercial on tv.
\\ hether or not the actual u sound
track i- used, the radio version can re-
activate the i\ image. "Radiovision
some people call it.
\ dramatic example came up in a
recent sponsor story (see "Can com-
mercials entertain and sell? 25 July
L955). The stor\ was about some ver>
successful t\ commercials made for a
meat firm by Noble-Dur) \ Associates
of Nashville. The sponsor story said:
"Agency head | Albert] Noble has
an interesting trick he uses at sales
meetings to prove what an effective
tie-in radio can be for 1 the meat prod-
uct-1. After running through some t\
commercials he will ask those present
to elo-e their eyes and see what comes
to mind as he plays the sound-track.
Naturally, everybody visualizes the
film. Noble then points out this is
exactly what happens when the an-
nouncement- are played on radm.
For the timebuyer the question of
how to reach tv homes with radio to
get the most overlap i- a crucial one.
Generall) speaking he should buy ra-
dio when t\ viewing is not high. I his
means daytime and early evening ra-
dio. Il should be obvious that the
more people are viewing t\ the less
likely they are to listen to radio. Fur-
thermore, research on the network lev-
el has shown there i- little duplication
between nighttime network radio and
t\ audiem
I he -itu.it ion, as any expei ien< ed
timebuyei know-, i- not quiti
pie as ii ibove. It is quite pos-
sible to buj 1 daytime network radio
and nighttime l\ -how ami ;_'el \ei\
little dupli< ate. n. I lere's an example:
I he advertise] in point, h ho shall
remain nameless, had, last sprii
half In hi 1 u network show al nighl on
..Ii. 1 11. it,- week-. He also had .1 radio
network 15-minute -trip during the
day. \ Nielsen four-week tabulation
showed he 1 e,K In-. I 21 ■ , of all I S
radio homes w ith his t\ -how and i
..I all I ,S. 1 i.li" homes w ith In- radio
-how . I he two -how - 1 ombined
ie.i. hed '. I . \ little qui< k arithme-
1 Please turn to , ■
28 NOVEMBER 1955
37
Ire you nonchalant about net
tv's lost production dollars?
Widespread attitude is to do it up brown and hang the expense, but many
valuable purposes eould be served with just "few dollars" saved
M t took up nearly a third of the huge
New York network television studio.
But it was a designer's dream of a
stage set.
Four full rooms of a modern sub-
urban home had been put together
in record time. They were fully and
tastefully furnished, down to a rug
pattern painted on the floor, lamps on
the tables, a working fireplace and
fancy wallpaper on the walls. The
production price tag had run well into
the thousands.
There was only one thing wrong
with the set.
It wasn't needed.
When the show finally went on the
air, all that the audience of the popu-
lar Monday-night dramatic show ever
saw of the beautiful set was an actress
standing in one corner of one of the
four rooms — answering the phone.
Then there is the story tv admen
like to tell at Michael's Pub and Che-
rio's about the "ghost actors" on a
well-known one-hour show. The scripts
had been turned over to the casting
director. Actors had been called, audi-
tioned and cast for the script parts.
Then, as rehearsals began, an assistant
director noticed that the script was
long.
About 15 minutes too long.
Result: A frantic round of blue-
penciling. At least half a dozen small
parts in the "over five lines" union
category were trimmed down to "un-
der five lines."
But, since the talent contracts had
all been written, the actors had to be
paid the full amount — even some who
were left on the cutting room floor.
38
The program was one of the best —
and best-rated — the series had aired
all season. So nobody squawked. But
the show that night cost well over
$2,000 extra for acting talent that was
never used.
Ridiculous?
Not at all. Incidents like these take
place frequently in big-time network
tv. Reliable estimates by producers
willing to lift the gray flannel curtain
that surrounds tv show costs indicate
that anywhere from 5 to 10r < or more
of all tv production dollars spent this
season will go for unnecessary produc-
tion charges.
Why save?: These lost television dol-
lars could buy a lot of things.
They could :
• Be turned into a spot campaign
to give extra push in a weak sales ter-
ritory. A show that tosses away as
much as $1,000 a week on avoidable
production charges — and many do —
could save a neat $50,000 annually.
And, if the sponsor could control these
salvaged dollars, they could make quite
a local splash via spot radio or tv.
• Allow a tv show a sort of reserve
fund with which it could go "over
budget" occasionally when it is oppo-
site a spectacular or new competition
created by a program change on a
rival network.
• Upgrade the quality of a show.
Good tv writers are high-priced to
begin with, and the movies are bid-
ding more and more for their literary-
properties (Marty and Patterns are
good examples). A show that has sev-
eral thousand extra dollars in the till
can bid strongly for top-notch scripts.
The same thinking applies to star
names; the best actors and actresses
aren't cheap.
The list could go on and on. Why.
then, don't more tv producers and
packagers knock themselves out to save
every possible dollar they can?
The answers are not always what
you'd expect.
Easy money: Have you ever taken a
V.I. P. or a client to lunch on your
expense account? Then you know how
"So what's a few bucks here and there . . . ?"
1. Maybe enough, added up, to bankroll an extra spot
radio and/or television campaign in a weak market
2. Mad money in case a show budget gets out of hand
or needs a transfusion in face of stiff competition
'.I. Extra talent bait with which to upgrade the quality
"f a show by adding better but higher-priced talent
SPONSOR
eas) ii is to -^j ><-m 1 nej in a liberal,
casual manner. ^ ou know bow i idi<
ulous ii seems to be counting a few
dollars.
So long .1- they're nol yours.
This, in a nutshell, is one of the
l>riinai\ reasons wh) i\ admen adopt
a glass) stare <>r a look "I injured in-
nocence when the sub j eel "I wasted
mone) in t\ comes up.
■■\\ hat's a few bw ks here and there
a> long a- the rating is fine and the
sponsor Bells his product?" is the
typical attitude.
This attitude probabl) ao ounts foi
at least half of the "lost dollar >" in
television today. It is not that agency-
men, |u ' mI u< its and network execu-
tives arc irresponsible dreamers. It's
ju-t that it hardl) seems worth the
effort i or just "not cricket" I to starl
clamping down hard on l\ costs when
things are going well.
There are other reasons, loo.
Take the case of packaged shows,
lor instance.
Networks and independent packag-
ers generall) price their packages to a
client to allow themselves a profit and
a small "cushion" against over-budget
expenses. The price is generall) as
low as it can be made — on paper.
Once a show gets into production,
it's a different matter. Sometimes,
things just go badl) for a few weeks.
and the show runs in the red. When
a packager sees a good opportunit]
t,i save money, he'll generall) snap at
it — and sa\ nothing. If the producer
has several shows going, the profits
from one will help pa\ the expenses
of another.
This isn't true in 100', of cases,
however. One package house that spe-
cializes in panel and quiz shows. SPON-
SOR learned, controls costs on e\er\
show. No special gimmick, stunt, or
departure from standard production
is ever undertaken without checking
costs first. Every production bill is
analyzed and compared with others
not only for errors but for possible
mistakes in judgment. Costs of all
special effects are weighed against
production value.
Said the president of this package
firm. "We're in business. Y\ e have to
run it like one. The days of wild
spending and experimentation are over
or us.
Not all wasted production dollars
are the fault of producers or network
{Please turn to page 74 i
These are some of places lehere Iv tlollars cum gn (Imrii the -Irnin
Areas where dollars can I" include the set workshop •• n in the
top picture, a ere* "f art iplete an intricate street dr'>p for a musical program or.
next, a designer la>s out .:n overdoor panel for the benefit of scenic -jr - - -tly.
detailed work i- wasted if. as has happened, only fractions of completely finish)
are actually used on the show. Similar - >e costuming, tailoring 'bottom pic-
lure- i become money traps if - later cut out of the show when performed.
28 NOVEMBER 1955
39
PART THREE
OF FIVE PARTS
Biggest ad manager headaches:
attaining stature, keeping it
Growth of air media, sizable gain in budgets have eontributed to
greater recognition for advertising, but tripled admen's problems
DO YOU AGREE THAT THESE ARE THE TOP EIGHT GRIPES OF AD MANAGERS?
sponsor's survey of top advertising execu- Q Strong pressure is exerted on many A Many ad managers with t\ shows
lives of major air media advertisers shows ao«* managers bv sales department for put the finger on networks, stars for
that ad managers consider the following . , ., f . . ,. . .. a; • .1 ■ u
• 7.1,1°/ j , . ° speeial consideration of certain stations. not cooperating sumcientlv in merchan-
eight headaches (appearing in order of im- ^ ... r .
portance) to be among the most severe because of letters from local men dising as an assurance of show s success
problems that plague them in their work:
, m, _ , , e , . . . . 4. Mam ad managers find it difficult 7 Ad managers often deplore the lack
lhe lack ot stature accorded to ad- "*•'■•* •• r
to plan strategy for six months ahead ol control over tv packages since they
because they can't be sure they'll have feel networks can't evaluate whether
same network time or spot tv franchise script violates the company's policy
vertising within the organization of
many companies makes ad managers too
far removed from top management
2# Budget allocations are invariably C Since high cost of tv brings top man- g^ Some ad managers complain agen-
preceded by a competitive fight between agement into the act, ad managers in cy presentations are sometimes based on
ad manager and those who want plant small companies particularly still have hope, not facts, sell top management on
expansion, extra personnel, cost control to contend with self-styled tv experts use of tv agency can't really deliver
J. oda\ 's advertising manager
should be an outstanding expert in
17 different jobs," former adman Roy
W. Johnson, now executive v. p. of
General Electric Co., said recently.
And he went on to list the jobs:
"Accountant, market and media re-
search expert, art critic, graphic arts
specialist, psychologist, economist.
showman, design engineer, teacher,
writer, banker. la\\\er (he must know
all the rules and all the angles, from
FTC to SAG), scientist, diplomat, su-
per-salesman, traveling man and evan-
gelist."
So complex a job has advertising
management become that a number of
major I . s. companies decided t<> re*
view ami possibl) reorganize their ad-
vertising departments during 1 1 1 « - past
Veal .
I ii ordei i" help national ad\ ei
users with this problem, the Associa-
tion oi National Advertisers formed an
"Advertising Management Committee
under the chairmanship ol Henn
Schachte, advertising v.p. <>l Lever
Bros., Borne months ago to guide mem-
bers in their pi oblems "I din ienl ad-
vertising management.
Russell II. Colley, a management
consultant, was called in l>\ \\ \ to
work on this -tu<l\ . I le has been in-
terviewing the 12 > member companies
at the rate oi about one a month, mak-
ing extensive analytic reports about
the biggest, toughest problems fa<
manj advertising managers today:
Stature: It's been the age old head
ache ol ad managers that adverti
has been considered a Btepchild "I the
~.il<-- department b) top management.
Ill- fight [oi stature has gon ■ on since
the daj - "I the fii -t foui -sheet.
In the past 12 t" 18 months, how-
ever, the position "I ad manage] has
been undergoing a re\ olution. I hei e -
been an undeniable trend toward giv-
ing advertising a place at the top man-
agement council table.
I his trend becomes e\ ident from the
rash of r« ent \ i< e presidencies given
to directors of advertising .<t majoi
companies. During the past year K<l
\ eai oi two. Vnothei l.i' i«ii i- tin-
move toward diversification which has
throw n food manufai turei - into -
produi tion, ~« •.» | » manufa turei - into
i licini' .il- produ tion, and i hemii al
• ompanies into a sweeping arraj of
in. mill. !• tured bj -pi odm ts.
Vnothei single fa< toi demanding
in. hi i .1 -i tture i"i ad> ei tising m ith-
m a company's organization is, of
< ourse, the tremendous growth "I ad-
\ ei tising budgets dui ing the past
oi thre< ui-iil parti* ularl) bj
the investment implii it in using t\ .
\\ here advertising has a< hieved the
n in Ii Bought .ill' i stature, the advei •
tising executive's job has usuall) been
expanded to in< lude .i numbei of new
responsibilities and functions, i
THIS IS Till; \VA> M) MANAGER'S DAY SOMETIMES LOOk>
When station managers get dealers to
complain about air coverage in a mar-
ket, they're knifing the ad manager
Too many directors spoil show, say ad
managers, wishing management would
stay out of showbusiness side of tv
On way to treasurer for ad budget,
ad manager gets trampled in rush for
plant expansion, extra personnel funds
his findings. \\ bile there is no date
set as Net for the release of a final re-
port. \\ \ has been feeding informa-
tion to it- members as it bei omes
a\ ailable.
To show what the current problems
of ad managers for major air media
advertisers are. SPONSOR consulted with
\\ \ members and interviewed ad-
vertising directors of top companies.
This artiele about advertising man-
agers is part of a SPONSOR series deal-
ing with the headaches which the size
and scope of the air media cause for
timebuyers, account executives, clients,
reps and station managers.
Here. then, is sponsor's analysis of
l.hel of General Foods was appointed
v.p. in charge of marketing. Hill Smith
of Lipton moved from ad manager to
v.p. in charge of advertising. John
McLaughlin of Kraft Foods became
v.p. in charge of sales and advertis-
ing. Paul Willis, formerlj advertising
dire* tin. i- now v.p. in charge of ad-
vertising at Seagram.
The reasons behind this trend are
as complicated as the \erv nature oi
big business and the sales and market-
ing revolutions man) industries have
been undergoing. One influence on
the growing importance and status
advertising is increased competition in
most area- of selling during the past
fraught with it- own problems. I
example, it isn'l unusual todav to find
the advertising \ .p. heading up all mar-
keting activity. Or he maj have the
additional sales promotion and mer-
chandising departments reporting to
him. Getting the greater stature alone
i- not enough; the advertising
live -till has the problem of justifying
and keeping it.
In the companv where the ad man-
agei has not been given the -tature
and recognition he seeks, he f»
number of problems in his deal
H ith top management :
1. He mav have t.i work through
i Please turn in page 84
28 NOVEMBER 1955
41
Eight-year-old daughter of Joseph P. Iiiaun (1.) v.p. charge of
media at Kenyon & Eckhardt, catchi s on quickly to use of new NRC.
Spol Sales Kadio-Tv Spot Estimator. At right explaining device b
(ark Ryan, tv salesman. I See NBC, WBNS-TV calculators below)
Timesavers for timebnyers
Circular slide-rules soon to be distributed to timebuyers make it
possible to calculate eost-per- 1.000 in fraction of usual time
M. imebuyers will soon be getting two similar devices for saving time in calcu-
lating cost-per- 1.000. One (shown at top, left) was created by NBC Spot Sales,
the other by WBNS-TV, Columbus (below, left).
While the devices differ slightly in operation, they are designed to do the
same thing: speed up calculation of cost-per-1,000.
Commented Thomas B. McFadden. v.p. of NBC Spot Sales: "Anyone famil-
iar with the information on our Estimator will be able to come up with a cost-
per-1,000 ... in less than five seconds." Such estimates, he pointed out. nor-
mally entail use of calculators or comptometers, slide-rules — plus "time-con-
suming mental mathematical gymnastics of varying intensity.
Both the WBNS-TV and NBC Spot Sales devices, coincidentally, were due
to start going into the mails last week. Again, coincidentally, each is distrib-
uting about 3,000 of the slide-rules. (NBC's McFadden asked that admen hold
off on requests for calculators until 7 December. Requests then can be directed
to Mort Gaffin, manager, new business and promotion, NBC Spot Sales.) * * *
4
At top, new 1\BC Spot Sales calculator for timebuyers.
Below, similar device WBISS-TV, Columbus, has devised. Both
calculators will soon be in hands of timebuyers (see text)
SPONSOR
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28 NOVEMBER 1955
43
IP ID)
lllflMlll
(^UJ -
M rains rt til
lui
Chart covers half-hour syndicated film-.
Rank Put'
n»w rank
Top 70 shows in 10 or more markets
Period 5-7 7 October 7955
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
Average
ratings
7-STATION
MARKETS
5-STATION
MARKETS
Boston Mnpls. S. Fran.
4-STATION MARKETS
Atlanta Chicago
Seattle-
Detroit Taeoma
I Led Three Lives. Ziv [Ml
21.6
2.7 9.4
23.4 23.5 75.4
7 7.9 70.2 78.4 74.3 78.0
wplx
111 llllpm
kttv
8:30pro
wnac-tv
: 00pm
kstp-tv kron-tv
8:30pm 10:30pm
WSb-tV
10:30pm
wgn-tv
9:30pm
wjbk-tv kmt-tv
9:30pm 10:00pm
wre-tv
3:30pm
24.7
wbal-tv
10:3npm I
Mr. District Attorney, Ziv (M)
20.4
77.3
knxt
10:00pm
28.5 22.5 74.7
wnac-tv kstp-tv kron-tv
10:30pm 9:30pm 10:30pm
76.0
waga-tv
10 00pm
76.7 75.4
wwj-tr king-tv
9:30pm 9:00pm
76.5
wbal-tv
9:30pm
Stories of the Century, Hollywood TV Ser
Inc. (W)
17.8
4.9 8.2
webs -tv
5 00pm
kttv
6:00pm
)lan Behind the Badge, MCA TV Film (M)
17.1
7.9
kttv
9:00pm
Passport to Danger, ABC Film, Hal Roach (A
m.:
7.4
kcop
":30pm
Badge 714, NBC Film (D)
J 6.2
4.6 77.J
wplx
8:30pm
kttv
7 :30pm
linos 'n' Andy, CBS Film (C)
15.9
4.9 7 7.3
webs-tv
2:00pm
kruct
5:30pm
I
10 I 10
Svienee Fiction Theatre, Ziv (SF)
14.4
4.4 76.2
n rca tv
:00pm
kttv
8:00pm
«
9 I 6
Waterfront. MCA Roland Reed (A)
16.2
4.2 75.4
wabd
:30pm
kttv
7:30pm
City Detective, MCA, Revue Prod. (M)
7.3 4.8
14.7
tvplx
9 :30pm
kttv
9:30pm
77.9
wnac-tv
n :00pm
7.5
wl.kb
9:30pm
72.5
wtop-tv
10:30pm
79.7
wnac-tv
10:30pm
73.7
kron-tv
10:30pm
72.0
wjbk-tv
9:30pm
73.5
wmal-tv
9:30pm
5.7 76.0
keyd-tv kpix
7:30pm 7:00pro
6.6
king-tv
10:00pm
74.7 78.5 23.5
72.5 78.8 76.9 73.8
wnac-tv
6:30pm
kstp-tv kpix
9:30pm 9:00pm
wgn-tv
8:00pm
uu j-tv
10:00pm
klng-tv
9:30pm
wrc-tv
6:00pm
76.2
wbal-tv
9:30pm
8.9
wnac-tv
2:30pm
77.2 75.0
n t,kb
9:30pm
uu j-tv
10:00pm
77.5
wtop-tv
6:30pm
76.5
whal-(v
6:00pm
70.5 76.5 72.9
wbz-tv weeo-tv kron-tv
B:i:.pm 9:00pm 7:00pm
23.2 7 7.0 6.9 7 7.7 6.0
waga-tv
9:30pm
wnbg
10:30pm
wxvz-tv
9:30pm
klng-tv
8 :30pm
wmal-tv
5:00pm
7.9
wbal-tv
74.7 5.2 74.7
73.2 6.4 76.7 73.2 27.7
wnac-tv
8:30pm
keyd-tv kron-tv
8:00pm 8:30pm
waga-tv
9 :30pm
wgn-tv
9 :00pm
wxyz-tv
10:00pm
komo
8 :30pm
wtop-tv
9:30pm
77.7
wmar-tv
10:30pm
7 7.2 20.2 78.2
wbz-tv kstp-tv kpix
11:15pm 8:30pm 10:00pm
75.4 74.5 8.9 73.3 9.0
wsb-tv
9:30pm
wgn-tv
9:30pm
cklw -tv
10:30pm
king-tv
10:30pm
wmal-tv
9:30pm
Rank Past'
now rank
Top 70 shows in 4 to 9 markets
Doug. Fairbanks Presents, ABC Films (D)
Paragon Playhouse. NBC Film (D)
«
Sherlock Holmes, UM&M Sheldon Reynolds (M
The Visitor. NBC ID)
Meet Corliss Archer, Ziv (C)
Foreign Intrigue, Sheldon Reynolds (A)
Vfnt/or of tlie Town. MCA-TV Film, Gross
Krasne (D)
Dr. Hudson's Secret Journal. MCA-TV
Film (D)
» 7
The Whistler. CBS Film, Joel Malone (M)
Gin/ I omhardo. MCA-TV Film, Guy Lombardc
Films Inc. (Mu)
16.0
14.4
I 1.6
14.0
1.9.8
12.5
12.2
11.8
11.2
11.1
13.0 13.4
wTca-tv krea
10:30pm 10:30pm
3.2
kcop
8:00pm
73.5
kstp-tv
9:00pm
6.8 3.7
wrca-tv kttv
7:00pm 10:00pm
2.2
kcop
8:00pm
2.5 7.6
wpix krea
10:00pra
8.9
kttv
9:00pm
5.7 74.4
wpix kttv
4.7 3.4
kttv
7:00pm 10:30pm
75.8 76.5
« Iv kstp-tv
10:30pm 8:30pm
7.4
weeo-tv
ll:0Opm
7.0
cklw-tv
9 :00pm
72.0
ulw-a
9 :30pm
9.0
wxyz-tv
10:30pm
7.0
wmur
7 7.4 2.0
weeo-tv
S:30pm 10:00pm
8.4
kej 1 iv
7:30pm
72.7
wrco-tv
74.7
kron-tv
10:30pm
7.0
kr>vr tv
5.9
wbkb
10:00pm
75.3
komo
S :30pm
3.2 9.7
wgn-tv wxyz-tv
8:00pm 10:30pm
75.0 77.9
10:00pm 10:00pm
6.0
vnvj-tv
6:00pm
7.9
wgn-tv
7 7.6
king-tv
10:00pm
9.2
2.2
rklw-tv
9 :00pm
78.5
wmar-tv
10:30pm
market VII October. While network shows are fairly stable from one month to anot
markets in which they are shown, this Is true to much lesser extent with syndicated i!
should be borne in mind when analyzing rating trends from one month to another In
•Refers to last month's chart. If blank, show was not rated at all in last chart or wi
'y made for tv
ATION MARKETS
165
tbu> Mil.
9 26.7 11.0 23.2
rail Iv
Mpm in 00pm
9 13.4 9.5 21.7
1" I ipo 10
5.0
11:30pm
I6J
'H
.5 72.7 8.7 14.5
•it wlmj tv inn tv kid I?
?m 1 10pm 10 :>■[-■ r i li> OOpn
.4 22.4 73.4 73.7
k»k iv
;<iii H) 30pm 10:00pm
72.3 23.9
WC1UIV
I OOpn 9:30pm
76.7 8.5 72.9
vilnij-lr vvfl! tv k- I iv
>pm B :30pm « :30pm 10:00pn
: .7 22.0 76.5 75.5
l-tT Utmj tV MTClU tv kuk f \
tpn 10:00pm 6:30pm 10:00pm
4 7.7
Iv wl.ntv
m •: Mpm
4 27.0
Will
*pm 9
79.0
in nopm
2STATI0N MARKETS
Charlotte Dayton Nrw. Or
27.3 55.8 25.8 50.3
vvaM
I SOpm
MblO tv
■
55.0 22.0 29.5
1:80pm
ivliv .1
»:30pin
27.3 56 0
»>iit
■
Uhfv
28 3
30.3
1 :30pm
uhli- tv
8:30pm
36 5
77.3
-
whlO-tY
25.3
26
win
10pm
28.0 27.5
irbrc tv
9:00pm
uhtv
1 :00pm
54.2
wdsu-tv
8 :80pm
78.8 33.8 24.0 35.3
waht
vvhtv
C :00pm
uUv ,1
1 M'!!l
10:00pm
42.0 29.0
• :00pm
!> :30pm
26.5
irbre-tv
77.7 26.2
iv \ i x k - 1 ' v
m B SOpm
47.5
9:30pra
:'
74.0
ksd-tv
10:00pm
34.8
10:00pm
47.0
wdsu-tv
9:30pm
27.7 5.5
.v*mj -tv wptz
8 :30pm fi 00pm
76.8 33.7
12:30pm
77.5
k»k-tv
10:30pm
45.8
wbtv
10:00pm
>.7 72.9
is-tv
<0pm 10:30pm
76.9
ksd -tv
B30pa
7.7
weau-tv
11:30pm
75.7
Wxl2
9:30pm
78.3 40.3
wabt wdsu-tv
9:00pm 9:30pm
10. Classification as to number
l*e determines number by meas
Vf homes In the metropolitan ar
"" —
of stations In market is Pulse's
urlng which stations are actually
ea of a given market even though
> area of the market.
THE WINNER !
and stf If /Champ
Lff^% J In tlic lat.-st 'I'.-l.-pulx- Surv .WAIT. TV.
f ^ //i? year Uncontested TV champion in Baton Rouge,
jrC^l ' I'atrd first I'nr :;l'4 of tin- Til <|itart<T liour> when
f both TV stations were on the air. Every ovu of
the top 15 favoriU weekly programs
were on WAFB I V. Eighl of the LO
■_p^ ^^ | I ^a> aw ' "^ °f fl" I""1 N" ' favorite "daily"
IC^^^ [ | >r> i mh WAIT TV.
BATON
WAFB-TV
Station "B"
Station "C"
Monday to Friday
7AM-12AM 12AM-6PM 6 PM-12 PM
78 61 59
10a 29 33a
12 10 8
Saturday Sunday
12:15 PM-6 PM 6PM-12PM 1PM-6PM 6PM-12PM
WAFB-TV 76 64
Station "B" la 27a
Station "C" 23 9
a Docs not broadcast for complete period. Audience unadjusted.
76
8a
16
61
33a
6
WAFB-TV
affiliated with WAFB, AM-FM
CBS — ABC 200,000 WATTS
Reps: Call Adam Young, Nationally or Clarke Brown in South & Southwest
I
V
WBm
^^^^^^™
' *.-
Oru-c out of the darkroom, there's nothing
negative about this hunch. Their personalities'
area positive sensation in living rooms, kitchens,
dens, bedrooms, automobiles— in every
one of the millions of places their voices reach.
"Reading from top to bottom at riRht, they are: Herman Hickman,
Martha Wright. Jack Sterling, Bill Leonard. Bob Haymes. Galen Drake.
John Henry Faulk. I.anny Ross and Kill Handle.
WCBS RADIO
.Y, . York' Number <>»r Station in the Numbt r Ota M
Want positive proof? WCBS Radio consistently
places more shows on the list of Top Ten
participating programs than oil the other New York
network stations combined.
Advertisers cash in on the popularity of these ^"•n
nationally-known local personalities — because their
selling efforts extend far beyond the studio,
to client sales meetings, P.T.A. groups, high school
dances, and to your corner supermarket. And
everywhere they go, they're selling themselves,
enlarging their audiences — and developing sales of
the products you advertise.
Want to put your selling on the positive side?
Just get in touch with CBS Radio Spot Sales or
Henry Untermeyer at WCBS Radio.
r a
JOHN SCOTT
Smooth salesmanship
by John Scott plus audi-
ence-building music by
top recording artists,
combine to make his
shows your best bet to
sell more of your product
to his legion of listeners
in the Greater Boston
market!
/f you want
NEW ENGLAND'S
use
yowsfareo/
N0.1 MARKET
wim
BOSTON
See: AnteH's SlO-million hair spiel
Issue: 28 January 1932. page 28
3UlljeCi: Antcll's humorous pitchman deli\
Three years have made a big change in Charles Antell's ad ap-
proach. In 1952 the company's pitchmen were delivering 15- or
30-minute lectures (in medicine-show fashion) on proper hair treat-
ment, decrying the usual methods and ending, of course, with a
high-pressure push for Charles Antell Formula 9 and Shampoo. \t
one time the firm used this tub-thumping approach to reach hirsute
listeners over more than 400 radio stations, and viewers via 15 to
20 tv outlets.
Today the Antell t\ commercials omit the carnival atmosphere,
concentrate on offering beaut\ tips. The entire Antell ad campaign
has, in short, evolved to a more conventional approach as the com-
pany expanded, with over-the-counter selling in retail stores sup-
planting mail-order selling.
Two network programs get the lions share of Antell's steads $2-
million ad hudget, carry almost the whole campaign, supplemented
with sorties into radio and newspapers. Search For Beauty I M.-W -
F., NBC TV 10:30-11:00 a.m. I features Ern Westmore. who shows
women in the audience how to use their make-up to better advantage.
This ties in well with Charles Antell Liquid Make-up with Super Lan-
olin, which is plugged on the show. Ozark Jubilee (Sat., ABC TV,
7:30-9:00 p.m.) is a co-op show that Antell has in 55 markets.
While Antell is satisfied with the Search For Beauty show. NBC TV
may drop the program to get a higher lating in the mid-morning
slot, though nothing definite had been announced at presstime.
Product Services, which got the Antell account early this vear,
stresses that the old spiel used by Antell in its early days just is not
acceptable today. The agency keeps a close check on the two net-
work shows and tries to keep commercials well integrated for maxi-
mum impact.
See: Ho* tv made Jim Moran top Hudson
dealer in the U.S.
ISSUe: 22 March 1954, page 44
Subject: *'ar dealer's use of tv
"Tv owners as a group are must prospects for car dealers, states
MCA-TV in a new 16-page booklet designed for circulation among
new- and used-car dealers. Citing a wealth of statistics from such
sources as Nielsen, Automobile Manufacturers Association and an
NBC Survey, the presentation attempts to prove that tv advertising
is the best way to reach a large segment of those people who are or
will be in the market for a car.
Advantages of integrated commercials are stressed and the name<
of sponsors of various syndicated properties of MCA-T\ are listed,
by title. Comparisons of audience in tv and newspapers make the
point that the male head of the house is most effectively reached
through a tv advertisement.
A newspaper clipping reproduced as part of the booklet tells about
Jim Moran. a Chicago car dealer who claims to sell more cars than
any other dealer in the world. Moran credits his growth to the use
of a Chicago tv station that moved him from 1,500th Hudson dealer
to tops in the count r\ . * • •
48
SPONSOR
OW All Of FLORIDA
fefcmeo a \mm Studio
Represented Nationally
by FREE & PETERS, INC.
Basic Affiliate
10 matter where or when, if you originate your
show from Florida, WTVJ can do the job for you !
WTVJ's NEW 34 FT. "NETWORK CONTROL ROOM
ON WHEELS" IS EQUIPPED TO HANDLE ANYTHING
UP TO, AND INCLUDING 12-CAMERA REMOTES.
THIS UNIT WAS DESIGNED AND BUILT BY THE WTVJ
ENGINEERING DEVELOPMENT STAFF.
COMBINE THIS FACILITY WITH THE EXPERIENCE OF
HUNDREDS OF REMOTES FOR QUALITY SERVICE
ANYWHERE IN FLORIDA. IT IS NOW READY TO
ROLL!
For Complete details of WTVJ's remote facilities
call or write to Mr. Jack Shay, WTVJ vice president
in charge of operations.
WTVJ ^W4
FLORIDA'S FIRST TELEVISION STATION mm I A JU| I ^K
llW IWI VA7 ATTC D/-1U7ED . 1 IW1 FT TC1U/ED fVl I CX iVl I
1 00,000 WATTS POWER • 1 ,000 FT. TOWER
28 NOVEMBER 1955
49
■*
Announcements help sponsor's product itgo to the dogs'"
Despite the fact that he is using
what is thought to be the heaviest ra-
dio announcement schedule in the his-
tory of his industry, one of the adver-
tisers on WCCO, Minneapolis-St. Paul,
is watching his business go to the dogs.
He is quite pleased about the situa-
tion; his company makes dog food.
Nutrena is using 25 announcements
a week on the station to introduce a
new type of dog food to the Northwest.
The new preparation is said to be the
first canned dog food containing milk
and eggs in addition to the regular
meat diet. Another stimulant to sales
is the radio offer to consumers to try
the product on a money-back basis.
After using the food, customers return
,three labels to the company and get a
50<* cash refund.
• • •
'Little S«/li/" introduces WSLS-TV to viewers
HECES SOMETHING
HEVSAM-
WE'VE GOT
NETWOBK
TPOUSLE/
todays
Viewers in the Roanoke area are be-
ing introduced to WSLS-TV through
the station's trademark, ''little Sally."
Station breaks and announcements of
all sorts feature slides of the blonde,
two-year-old Southern belle.
The station reports acceptance favor-
able as evidenced by receipt of a num-
ber of unsolicited letters commenting
on the unique personification of the
channel 10 NBC TV outlet. It is be-
lieved that this is one of the first in-
stances of a tv station's taking on the
character of a young child, though sev-
eral do associate themselves with car-
toon figures in animated or still form
for station breaks and other adver-
tising. * * *
Timebuyers really get local coverage i'rom M L.AC-TV
Timebuyers with national accounts
on WLAC-TV, Nashville, recently re-
ceived a pair of coveralls of the type
Kati man presents coveralls to timebuyer
worn by the station's production staff
in the studios. Accompanying the (ov-
eralls is a letter that reads, in part:
"You have seen fit to measure WLAC-
TV's 319,667 ARB tv homes and
bought it as your best basic buy. Now
we ha\e taken \ our measurement, but
il the enclosed is a little too large try
to remember we have grown by leaps
and bounds and tend to look at things
in a big way. Meanwhile, Ave hope it
will give you basic coverage where it
counts!"
Fred Nattere, left, of the Katz Agen-
cy presents Carol Sleeper of Geyer Ad-
vertising with her own special pair
of coveralls. * * *
Multi-station radio pitch
works in Australia, too
The trend toward multi-station radio
pitches to clients, fairly well estab-
lished in this country, seems to be
spreading to other countries with good
results. Such a radio promotion took
place in Brisbane, Australia, recentlv
when the four commercial stations in
the market got together with the Cos-
sey-Waite Advertising Agency to plan
an attack on the hitherto untouched
Brisbane radio sales managers, admen confer
suburban shopping center of Wool-
loongabba.
"Bargain Week At Woolloongabba"
was evolved at a meeting of the agency
and radio people. Each of the partici-
pating stores pooled its advertising
monev and got equal time on all four
-tations for the eight days of the pro-
motion. Posters in store windows and
a prize for the listener writing the best
reason "Why it pa\s me to shop at the
Gabba" helped stir consumer interest
in the promotion.
Shown planning the promotion are
radio sales managers and agency per-
sonnel as follows (1. to r.) : L. W.
Beioley. 4KQ; Radio Sales Manager
G. C. Turner; P. C. Cossey; T. H.
Waite, seated; B. Klemm. 4BK; G. V.
Lovejoy, 4BH: E. J. Stevens, 4BC.
"The success of "15. W. A. W." proves
that an all-station promotion makes a
tremendous sales impact . . . and could
be applied to am metropolitan shop-
ping center with equally gratifying re-
Milts," reported Turner.
* • •
Briefly . . .
The Shenandoah, Iowa Evening Sen-
tinel printed a special section on the
30th anniversary of KM \ recently.
The paper carried profiles of impor-
tant station executives: Edward May,
president; Raymond Sawyer, executive
vice president and general manager of
the May Seed Company; J. D. Rankin,
vice president as well as other station
[Please turn to page 51 I
50
SPONSOR
t*7***U*
■'
B
Wk
UNPRECEDENTED
TV DEVELOPMENT
**&*&#"
New satellite officially approved.
Signing the agreement are
(standing) Harold J. Hamilton,
secretary-treasurer Bi-State Co.;
John K. Miller, secretary South-
west Nebraska TV Committee;
(seated) William Maucher,
co-chairman of the TV Committee;
F. Wayne Brewster, M.D.,
president of Bi-States, owners
and operators of KHOL-TV; and
William Simon, co-chairman
of the TV Committee.
I
9 i
New Bonus Market of People So Eager for TV
They Raised Money to Build a Satellite Station
PEOPLE
CONTRIBUTE
$142,000
A BONUS
MARKET FOR
ADVERTISERS
ECONOMICAL
WAY TO
SELL NEBRASKA
A project unprecedented in the history of television has just been su
cessfully completed in Southwest Nebraska. People in this area were so eag
to enjoy television they decided to raise money themselves to help KHOL-T
build a satellite station. They contributed more than $142,000 for the ne
station now in operation at Hayes Center, Nebr.
To advertisers, this means a new market of 32,000 families who prow
with their own dollars how much they want to watch TV. You can profit no
from the "television fever" in this rich farming and ranching area at no ext,
cost — as bonus coverage on KHOL-TV!
KHOL-TV's basic channel 13 has exclusive coverage in prosperous Centr
Nebraska — that means 131,000 families with an effective buying income
$505,000,000. With the new channel 6 satellite station in operation, adve
tisers get one of the biggest bargains in television.
Now, KHOL-TV's coverage is increased to 51 counties that include ;
the major trading areas in Central and Southwestern Nebraska, Northweste
Kansas, and Eastern Colorado — more than 161,715 families with an effecti
buying income of $884,394,000.
This new satellite station puts KHOL-TV far ahead as Nebraska's 2n
big market. More people and more buying power than any other area in tl
state, except Omaha. KHOL-TV picks up where Omaha leaves off. Yc
cover Nebraska economically and effectively . . . and pay for no duplicate
coverage. Make sure your advertising plans include this important, new liri
in mid-continent telecasting.
Profit from the "Television Fever" in this
Bonus Market at No Extra Cost on KHOL-TV
New Satellite Station Puts
KHOL-TV Far Ahead as
Nebraska's 2nd Big Market
Picks Up Where Omaha Leaves Off
KHOL-TV Now Covers
161,715 families with
effective buying income
of $884,394/000
fere's
Reach
Why KHOL-TV Is the Best Way to
Nebraska's 2nd Big Market
• KHOL-TV is strategically located in rich Central Nebraska ... its
signal picks up where Omaha TV stations leave off.
• KHOL-TV's new satellite station 100 miles further West gives
advertisers bonus coverage, at no extra cost, of an additional 32,000
families.
• The two stations combine to provide unduplicated coverage of
51 counties — over a half-million people with $884,394,000 in buy-
ing power.
• KHOL-TV's popularity has been proved by amazing mail pull,
surveys, and the unprecedented financial support of people in the
satellite station area (details upon request).
• KHOL-TV covers more than 70 per cent of Nebraska high-income
irrigated farm land — nearly one million acres.
• This prosperous KHOL-TV market has a high per capita income
based on ranching, irrigated farming, water power, and light industry.
KHOL-TV and Satellite Station
MARKET FACTS*
Population 501 ,700
Homes 161,715
Effective Buying
Income $884,394,000
Total Retail Sales $597,924,000
Farm Population 1 77,500
Farm Homes 52,710
Gross Farm Income $538,313,000
"From SRDS Consumers Markets' 1955
KHOL-TV
CBS — ABC
A Statement of Policy Concerning Rates
To make available to all national and regional
advertisers the biggest possible out-state Nebraska
market at a cost per thousand that matches any
available in advertising, both Channel 13 and the
powerful Satellite Channel 6 are available as one
buy at one rate on KHOL-TV.
This combination ties together one vast natural
rural market — that is uniform in continuity and
make-up. This television combination is the only
means of reaching this important market area with
a single buy.
CHANNEL 13 • KEARNEY, NEBRASM
l_"^l__^=-<*^*%Tir-»*
Satellite Station Channel 6, Hayes Center, Nebr.
Owned and Operated by
BI-STATES COMPANY
Holdrege, Nebraska
JACK GILBERT, Station Manager
Phone: Axtell, Nebr., SH 3-4541
AL McPHILLAMY, Sales Manager
Represented nationally by MEEKER TV, Inc.
ROUND-UP
(Continued from page 50)
personnel. Idvertising cop) con-
gratulated the station on its service
to the COmmunit) these 'M) years.
typical comment is this one from Jack
Burton, local Ford and Mercurj deal-
er: "I remember listening to radio
KMA through a pair <>f earphones,
neaiK 30 j ears ago. . , V our Btation
bas always served our communitj well
and it's nice to liave the opportunity
to use your facilities close at hand."
• • •
To announce its new facilities for
color television, KPTV, Portland, Ore.,
is sending out cardboard folders with
celluloid color inserts showing the
station's I. I), in color. Theme of the
piece is: "First in black and white,
now first in Portland with local color
telei ision. '
* • •
Clients were recentlj given a look
at WPIX, New York, programing in
the form of a slick, 18-page book
showing scenes from it> regular
shows. Also included is the price of
sponsorship or participations. En-
titled "Great New Look." the booklet
indicates the availabilities for the vari-
ous shows as well as its scheduled time
on the -tation. Hep i> Free & Peters.
• « »
The (ireat Western Network and
Skyline Radio Groups are sending out
a brochure pointing out that there's a
new fourth market in the U.S. ranking
with Los Angeles and Chicago in popu-
lation, families, radio homes and retail
sales.
Sixteen stations and supplementaries
in Montana, Colorado, New Mexico,
Utah, Idaho and Nevada comprise the
network. Research includes U.S. De-
partment of Commerce figures and
reveals such things about the area as:
2.V i more mone\ per famiU -pent on
food than in New York City; 28$
more on drug store items than in New
\ ork. 21 ' '< more than in Philadelphia.
* « •
Yardlej (through N.W. Ayer) is
going to use a combination of media
in its special Christmas promotion of
luxury toiletries for men and women.
The cosmetics firm is using network tv.
black-and-white as well as color pages
in 40 Sunday supplements, and double
spreads in national consumer maga-
zines. Point-of-sale promotion will be
an important factor in this campaign.
I Please turn to page 96)
New
Successful
SELLING
Approach to
Denver Nighttime
Radio
DENVER
at
NIGHT
5:00 p.m. to Midnight
The Dynamic
New Program
That "Lives
With the
People"
People are interested in people , . .
People buy from people who sell .
These KLZ people can SELL
and they are reaching the people
who BUY with "I tenvei At Night.
CBS in Denver
TOM CARLISLE
KLZ
RADIO
560 K.C.
CHARLIE ROBERTS
WARREN CHANDLER
CALL YOUR KATZ MAN OR
KLZ RADIO SALES TODAY !
Denver's Personality Station
28 NOVEMBER 1955
51
SEAT COVERS
CLIPPER
SPONSOR: Rayco Seal Covei Co. VGENCY: Direcl
i VPSULI l VS1 HISTORY: When the sponsor tested
1 os Ingeles air media, it spent money on three tv stations
and on,- radio station. Rill produced ~>1 sales for a
■ L/\ ad outlay of $500 bettei than jour times the
sides produced by the next highest ranking station, and
at only half the COst. Most of the announcements on
Kill were placed in Jackson's 1 heatre, which had lower
ratings than the announcements offered l>\ the other sta-
tions. Rayco dropped the rest of its tv advertising in
the city and gave kill a 26-week contract.
Kll\. Los Vngeles PROGRAM: Jackson's Theatre,
announcements
SPONSOR: National Appliance & Television VGENCY: Dire
CAPSULE CASE HISTORY: Participations in a lat
night movie on WREX-TI brought this reaction jroi,
the client: "To put it mildly, we arc more than pleases
with our advertising." Seven participations were bough
to plug the Falls Koto-Clipper but after the first two, th
client's entire carload was sold out. A reorder was neces
sary to fill a waiting list, and then a third order was mad
to fill the demand brought about by the remaining an
nouncemenls in the late night movie on Friday nights
Cost of the participations is $70 weekly.
WREX-TV, Rockford. 111. PROGRAM: Movie Tim,
participation i
MAIL PULL
results
SPONSOR: Wishbone Salad Dressing Co. AGENCY: Direc
CAPSULE CASE HISTORY: Wishbone Salad Dressing
Co. sponsors the Thursday portion of the 6:00-6:30 p.m
children's strip. The Little Rascals, on WEWS. To tes.\
the effectiveness of the show, hostess Mary Ellen invitee
viewers to enter her Funny Face Cartooning contest
Only one announcement was used in the Thursday shou
but 6.000 letters were received in response to the an
nouncement. Wishbone's time outlay for the show on i
weekly basis is $406.
WEWS, Cleveland PROGRAM: The Little Rascal
DEPARTMENT STORE
DEPARTMENT STORE
SPONSOR: Weinstock-Lubin & Co. AGENCY: Direct
CAPSULE CASE HISTOID : When this department store
began its sponsorship of The Players Showcase (alter-
nating every other week with a new car dealer i it
offered viewers a holiday tv special by mail, phone or
across the counter. A total of 41 phone orders resulted,
and before the counter traffic became too heavy in the
store, salesgirls found 59 customers who specifically
mentioned the tv show in making their purchase. The
mail order department as well was swamped by orders
for the holiday tv special. Cost of The Players Theatre
is $171 per week.
KBET-TV, Sacramento PROGRAM: The Players Theatre
SPONSOR: Hartley's Department Store VGENCY: Direi
CAPSULE CASE HISTORY: Hartleys, a large Miam
department store, received a jolt from its first contai
with the power of television advertising. WGBST)
wanted to demonstrate the drawing power of its pro
grams, so it had the m.c.'s of two children's show.'
appear at the kids' department in the store. With onl .
two announcements on each show, two days in advanct
of their appearance, the stars drew crowds of children all
morning. For only $147.50 worth of announcements, th
store increased traffic appreciably, requested a visit b\
WGBS-TV's salesmen to discuss an ad schedule.
WGBS-TV, Miami PROGRAMS: The Little Rascals.
Romper Room, announcement-
DAIRY PRODUCTS
FOOD MIXER
SPONSOR: Holland Dairies AGENCY: Direc
I VPS1 1 E 1 VS1 HISTOR1 : The Monday evening Ho]
land Talent Spot i 7 :30 to 8:00 p.m.) features amateu
i ontestants u ho vie for a trip to New York and an audi
tion on a network talent show. Viewers vote for thei
hn orite contestant by sending in bottle caps or trad
marks from the sponsor s packages. One iveek's voting
brought in 75,000 votes, each with a label or seal as <
proof oj purchase oj the client's advertised products
II eekly cost of Holland Talenl Spot is $135.
WFI1 1\. Evansville. bid. PROGRAM: Holland Talent Spo
t
-
r
r
e
y
1
t
SPONSOR: S. II. DeRoy Jewelry, Inc. VGENCY: Jay Reich
CAPSULE CASE HISTORY: Using its weekly televi-
sion show to put over a new product paid off for this
sponsor. The Knapp- Monarch Liquidizer was shown on
Diamond Theatre every week during a nine-month pe-
riod. Despite the fact that the product was relatively
new to the locale. 1,050 Liquidizers were sold at $39.95.
Only commercials used were 9Q-seconds during the fea-
ture films. Diamond Theatre costs the sponsor $382.50
per week on a yearly basis.
WJAC-TV, Johnstown, Pa. PROGRAM: Diamond Theatre
FIRST in the big Northwest!
During the important evening viewing hours,
6:00 PM until midnight, KSTP-TV leads all
other Minneapolis-St. Paul television stations
in average program ratings— seven days a week.*
In this important Northwest market which
offers an advertiser more than 600,000 active-
buying TV families and a spendable income of
nearly Four Billion Dollars, KSTP-TV has
long been the leader. It is the Northwest's first
television station, first with maximum power,
first with color TV and, of course, first in lis-
tener loyalty.
This listener loyalty which KSTP-TV has
won through superior entertainment, talent,
showmanship and service means sales for you.
To put your advertising dollars to work most
effectively and most efficiently, KSTP-TV is
your first buy and your best buy in the big
Northwest.
♦Weekly average, ARB Metropolitan Area Report, Sept, 1955.
KSTP-T
100,000 WATTS
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
EDWARD PETRY A CO., INC. • NATIONAL REPRESENTATIVES
28 NOVEMBER 1955
53
• • • /~f6^
Fi
P
& ir ETERS, INC,
Pioneer Station Representatives Since 1932
NEW YORK
250 Park Avenue
PLaza 1-2700
CHICAGO
230 N. Michigan Ave.
Franklin 2-6373
DETROIT
Penobscot Bldg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
Fortune 3349
HOLLYWOOD
6331 Hollywood Blvd.
Hollywood 9-2151
SAN FRANCISCO
Ritss Building
Sutter 1-3798
54
SPONSOR
i m T/Mf/
Till'. Colonel got wind o\' an advertiser who likes to have a "big tune program
of his own, but also has a problem in tilling the push he puts behind his various products
in different parts of the country.
Here's a client who can have his cake and eat n too
pointing out.
as the ( olonel is
The top spot stations land here are 23 of the best i more often than not have
top flight programs that are well established, well rated and read) lor sponsorship. ( )i
they have a good place for your own pet program, if you prefer it that way.
As the old saying goes "Spot is Flexible" . . . and your I ree & Peters ( olonel
would like to show you just how easy it is to do business with the best!
Representing VHF Television Stations:
EAST — SOUTHEAST
VHF
WBZ-TV
WGR-TV
WWJ-TV
WPIX
WPTZ
KDKA-TV
WCSC-TV
WIS-TV
WDBJ-TV
WTVJ
Boston
Buffalo
Detroit
New York
Philadelphia
Pittsburgh
Charleston, S. C.
Columbia, S. C
Roanoke
Miami
MIDWEST — SOUTHWEST
WHO-TV Des Moines
WEST
WOC-TV
WDSM-TV
WDAY-TV
WCCO-TV
KMBC-TV
WBAP-TV
KFDM-TV
KENS-TV
KBOI-TV
KBTV
KGMB-TV
KMAU — KHBC-TV
KRON-TV
Davenport
Duluth-Superior
Fargo
Minneapolis-St. Paul
Kansas City
Fort Worth-Dallas
Beaumont
San Antonio
Boise
Denver
Honolulu
Hawaii
San Francisco
CHANNEL
4
2
4
11
3
2
5
10
7
4
13
6
6
6
4
9
5
6
5
2
9
9
PRIMARY
NBC
NBC
NBC
IND
NBC
NBC
CBS
NBC
CBS
CBS
NBC
NBC
NBC
NBC-ABC
CBS
ABC
ABC-NBC
CBS
CBS
CBS
ABC
CBS
NBC
28 NOVEMBER 1955
55
An" Island Market'
Serving
SOUTH BEND -ELKHART
Is* in Home Ownership
Is' in Per Family Income
l_ in Per Capita Income
Sales Management 1955
FIRST IN THE STATE!
Rediscover this valuable
growing midwest market.
* Total UHF sets .... 176,700
* Total Families .... 206,600
* Total retail sales $783,927,000
ir Total effective buying
income .... $1,165,620,000
Represented Nationally by
MEEKER TV
WNDUTV
CHANNEL 46
Continued
front
page 1 0
and prop arranging and they never stopped to breathe. The
only pace I've seen that compares is on stage when Your
Hit Parade is televised.
Compared to the methodical, over-rehearsed, and over-
populated production I'm used to, I felt as though I were
watching a different medium. As for the laborious and tedi-
ous techniques of making film as prescribed by Hollywood
and its environs, well — in contrast here — what I saw was
unheard of.
The film integration at WBNS-TV was adroit; telops and
live art work were combined beautifully with the personali-
ties on the programs. But, above all, as I said, I was most
startled to discover there was such charm presented on cam-
era by the personalities of these shows. These men were at
ease. They chose their words intelligently. It is not hard to
see why they are looked forward to so much and appreciated
so honestly in their own domain.
Which brings me to the point of this tract, if it has one.
Maybe it would be a good move if some of the production
people from New York got back where they came from for
a few days a year and refreshed themselves on what happens
outside the city. It could make our whole television pattern
simpler, less costly, and perhaps more honest (aesthetically
speaking) . Maybe we could get rid of a lot of the trappings
that are strangling us right now. Who knows?
• • •
56
piiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiii;iiiiiiiiiiiiiiiiiiiiiiN
index to recent Bob Foreman columns
Readers frequently write in to ask when a particular
Bob Foreman column was published. For your con-
venience a complete six-month index appears below.
• How to prepare a job-getting resume 14 Nov.
• Tv can carry the. ball for older products, too ..... 31 Oct.
• Commercials in the spectaculars misfire 17 Oct.
• Single approach to all kids is not enough 3 Oct.
• Memo to a print-prone executive 19 Sept.
• Tv eats writers like Greek monster Minotaur ..... 5 Sept.
• Off-beat shows can be %2-million gamble . 22 Aug.
• Mickey Mouse may up 5-6 p.m. sets-in-use 8.4ug.
• Compared to tv, print copyuriting is cinch 25 July
• Full program pivot: tr's 7:30-8 "feed-in" block 11 July
• Radio-tv ads need more factual approach 27 June
• Tv's record: one for admen to be proud of 13 June
• "New school" of animation too highbrow for tv 30 May
lllllll Illlllll Illllllllllllllllllllllll Illllllllllllll Illlllllllllllllllllllll II Ill Illl Illllllllllllllllli :hiiiihiiiiI
SPONSOR
Gretchen didn't gel the job. WMT-T\
has circulation to spare, with more
audience in it- 25-county priman area
than all other stations combined dur-
ing 87r< of the telecasting week.
We referred Gretchen t<> the Los
Angeles office of our national repre-
sentative, Tlie Katz Agency, and nevei
did hear how she made out. The} sent
us an order, thoiieh.
AGAIN...
WREX-TY
Dominates this
BILLION DOLLAR
market!
&0&
£ W\C»**
■>-#• *-
...AGAIN
all of the top 15
once-a-week shows
are on
WREX-TV
Rank Show
Station
Rating
1
$64,000 Question
WREX
57.0
2
I've Got a Secret
WREX
48.3
3
Waterfront
WREX
48.0
4
Millionaire
WREX
46.5
5
Ed Sullivan Show
WREX
46.4
6
Meet Millie
WREX
46.0
7
What's My Line
WREX
43.0
8
Make Room For
Daddy
WREX
42.0
9
Racket Squad
WREX
42.0
10
Whiting Girls
WREX
42.0
11
Disneyland
WREX
41.4
12
G. E. Theatre
WREX
40.8
13
Honeymooners
WREX
40.8
14
Badge 714
WREX
40.3
15
You'll Never
Get Rich
WREX
39.8
AREA SURVEY BY PULSE, INC.
SEPT. 1955
WREX-TV channel 13
ROCKFORD, ILLINOIS
CBS-ABC AFFILIATIONS
represented by
H-R TELEVISION INC.
Continued
from
page 24
duction of films as we know it recognizes the tremendous
revolutionary potential of color tv on tape.
Amusement Enterprises Inc., of course, was the Jack
Benny company. Recently, when Benny won his battle in
the U. S. Tax Court to pay a capital gains and not an income
tax on the monies involved in the CBS purchase of AEI,
several fascinating facets of this type of deal were revealed.
For example, CBS agreed to pay a penalty to the sponsor,
American Tobacco Co., should the Benny show's ratings drop
as a result of the switch to the CBS web from NBC. Turns
out it did cost CBS better than $150,000, as a result of
rating drops during 1949 and 1950.
CBS was also forced to picked up a stiff motion picture the
Benny company had produced — a turkey called, appropri-
ately enough, "The Lucky Stiff." But here, after the film
had had its theatrical run, the Benny group had to reimburse
CBS for the difference between the full production costs of
the picture, and the amount it grossed in theatrical showings.
The big bargaining for talent continues at an ever-wilder
pace, but not so well publicized is the bargaining for non-
performing talent. NBC's recent purchase of a substantial
share of Joe Mankiewicz's Figaro Productions is probably
the most notable recent example of the blending of major
showbusiness forms and the battle for the best brains avail-
able. Anyone who has seen Mankiewicz's job on Sam Gold-
wyn's "Guys and Dolls," or any of a dozen other Mankiewicz
performances as producer, director and/or writer realizes
how vast a factor this kind of film veteran may prove to be
in NBC's tv future.
Possibly the most noteworthy of all nonperforming, ad-
ministrative talent juggling to crop up in recent weeks is the
return of Bill Dozier to RKO, now owned, of course, by Gen-
eral Teleradio's Tom O'Neill. Way back in January of this
year Charlie Gett was a CBS v. p. in charge of network pro-
grams in Hollywood. Gett left his CBS job to go back to
RKO. Dozier was made CBS v.p. in charge of network pro-
grams in Hollywood upon Gett's departure. Last week (as
this is written) Dozier left CBS to return to RKO as v.p. in
charge of production, under Gett, who is executive v.p. for
RKO. Dozier, of course, originally came to CBS from RKO
in 1951. At that time he was executive assistant to studio
head Charlie Koerner.
This talent and brain rustling between tv and motion pic-
tures is, of course, inevitable and obvious and figures to con-
tinue for a long time. No field of endeavor, however, seems
entirely exempt. Enough has been written, for example, of
NBC's hiring of Leo Durocher. And recently station \X IS-TV
in Columbia, S. C, while kudoing its web, NBC, for having
acquired the services of Miss America, has been taking its
own bows for having signed Miss Universe.
• • •
58
SPONSOR
KENSTV
KENSTV
KENSTV
KENSTV
KENSTV
ITV
]ou
J c • San Antonio
. aao. Channel S » Expr ess
^^STV.^esUUonot
became Kt» ny ptesen*
publishing ComP t u„de s JJ
»i.« station s " ar ot PIU^ trpKS-"v
C°Unt^nrmorehomeSn^botb daV and »«
We now have ^ back«P
merchandise ^ducts "*f\ bul more
we carry and the P q1 ploqres ^ ^
Yes. B has been » Y we woUld \ ^ rich
now to Plan °^a P w56. ly te us.
San^omoare Colonel,orci
A caU l° Yr°o\ans rolling- adver»sers tor
YOr^-pa--a
YsoSUccesslul.
NSTV
.w I*
TV
KENSTV
HPHIl-NIWI STATION
KENSTV
NSTV^ W KENSTV
,AN ANTONIO, TEXAS
28 NOVEMBER 1955
59
Florida Citrus Commission
and its agency,
Benton & Bowles, Inc.,
are Sold on Spot as a
basic advertising medium
■r.
To move Florida fruit, processed or fresh, the Florida Citr
Commission puts more than 50% of its advertising hudget inij
Spot Television. The use of day and night Spot in seasonl
drives provides them with flexibility, economy and impact
selected mass audience markets.
Spot Television and Spot Radio can sell for you, too .
whatever your product, whatever your desired audience grou
**i
#\
l
revision-makers ivho require immediate market-response are
Sold on spot a
n NBC Spot Sales Representative will show you how Spot can
eliver your sales messages in twelve major markets, accounting
)r 45^' of the nation's retail sales.
\BC|SP()T SALES
30 Rockefeller Plaza. New York 20, N. Y.
hicago, Detroit, Cleveland, San Francisco, Los Angeles, Charlotte*,
flanta*, Dallas* *Bomar Louranre Associates
From left to right, above, TOM ^mw. (hair man
Advertising Committee. M\i!\i\ m. hiikiii. I
Chairman. PAUL S. PATTERSON, D rector of Advertising.
Florida Citrus Commission ; (back to camera^. H vrry
\\ xhiikn. J ire President, Benton & Bowles, in charge
Florida operations; and Rorkrt c. WOOTEN, Chairman,
Florida Citrus Commission.
representing radio stations:
« M «; | kMU - .' . BSD - « KC U a<h
I' ' « T > M ' K . . M ■ • - .' llll
M.I '■ «R. i NBC WUIUUI
R »IUI> >> t» I'HK
representing television static
koM-t\ Honolulu. Wj-. :. . i«f>-tv \'u > -.. iviiQ Chi-
cago. k>r> / i <-..•' K-Ii-T% - ' >»i-n I
D.C., vrxaK. Cleveland, komo-tv S^aitl', kptv Portland, Ore.,
« 41T-TV Louisville. TICl Schrn'ctady'Albany-Troy.
DOROTHY
HANLEY
Radio and
TV Timebuyer
MacManus,
John & Adams,
Inc.
A FACT ABOUT
CONNECTICUT
TELEVISION . . .
"Being the dominant
station in the Con-
necticut market, by
every method of au-
dience measurement,
should be reason
enough to place your
buying confidence
in WNHC-TV. It's
enough for me!"
COVERS CONNECTICUT COMPLETELY
316,000 WATTS MAXIMUM POWER
Pop. Served 3,564, 1 50 - TV Homes 948,702
Channel 8 • Television
agency profile
Norman Mathews
V.p., manager, radio and tv commercial production
Dancer-Firzgerald-Sample, New York
Evan Llewellyn Evans, in the Hucksters, used to say that an ad-
vertising idea has to "be on the beam." No one would agree with
him more than the man responsible for all commercial production
at Dancer-Fitzgerald-Sample: Norman Mathews.
"The point is that an idea can be creative as hell, but if it doesn't
sell, you might as well forget it," he says. "Not that there are firm
criteria for a commercial that will produce dollars-and-cents re-
turns," he adds. "But if you turn out 400 commercials — live and
film both — as our department did last year, vou figure you can
work up a pretty fair batting average."
Mathews supervises a staff of live and film tv producers who get
together with his tv art men and copywriters. "Together," he ex-
plains, "they come up with the ideas that then must be passed by
a kind of jury, the creative review board. '
Trends in types of commercials become as apparent as tv pro-
graming trends. Off-beat cartoons may be strong one year, as they
seem to have been in 1955; then there's the year of the testimonial
(currently not a strong trend), or the year of the documentary.
"We did some interesting documentary commercials for P&G,'
says Mathews. "The problem from the start, as in most commer-
cials, was one of casting people who'd be so believable the first
second on screen that no copy need be wasted explaining them. We
found that the best way to handle that problem was to go to a real
diner, for example, and show a real short-order cook, go to a real
airport and show a real ticket agent.
"Not every product can take this type of treatment, and, too,
every commercial idea is only as good as the sales it produces."
Mathews feels that the documentary technique, as such, has not
yet been explored to the fullest. Possibly one of the problems is
selling it to the client from storyboards, since the biggest advantage
of this way of shooting a commercial comes from the believability
intrinsic in handling natural locale.
"However, generally, an old-time tv advertiser can get a lot of
satisfaction from running off some of the commercials he had on
some five years ago, and then some of his 1955 commercials. Tech-
niques, production, know-how have improved enough to offset in-
creased competition and cost of air time," says Mathews. * * *
62
SPONSOR
AROUND FARGO,
WDAY-TV
WINS "GOING
AWAY"!
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
FREE & PETERS, IV
Exclusive \ational Representatives
TWT
^-r
A.TEST Hoopers show that \\ I > \ ,( - I \ jusl
doesn't have much competition in ami around
Fargo. Day and night. \\I)\VI\ gp its 5 to 6
times a> many viewers as the next station!
Look at the sets-in-use — 28' ', in the earl]
afternoon, 48% 'ate afternoon. 6.">< \ at
night!
Since the nearest "competitive" T\ station is
50 miles away, it's a cinch thai WDAY-T\ also
wins "going away", in most of the rich Red
River Vallev. (.heck with Free & Peters.
HOOPER TELEVISION AUDIENCE INDEX
Forgo, N. D. - Moorheod, Minn. — Nov., 1954
AFTERNOON (Mon. thru Fri.)
1 2 noon — 5 p.m.
TV-SETS-
In-U.e
Shore of
Television Audirnce
WDAY-TV
Stotion 8
28
66
14
5 p.m. — 6:30 p.m.
48
88
13
EVENING (Sun. thru Sot.)
6 p.m. — 12 midnight
65
85»
,7.
(*Adju«ted to compensate for foci notions
were not telecasting all hourjl
28 NOVEMBER 1955
63
a forum on question* of current interest
to air advertisers and their agencies
ffott* is the puhlie reuetinif to eolor tv
itt the ret nil level
PR!< ' s STILL TOO HIGH
Meyer Lehman
Lehman Radio & Tv, i\eiv York
• I here can be no question that the
public's interest in color tv is tremen-
dous. But they're not buying. If we
sell a set — and we've sold four in one
week, but none since — it's always a
special occasion, like Christinas or
Thanksgiving.
I've got three sets in the store — one
RCA and two Magnavox — and one of
them is permanently hooked up to use
for demonstrations. That's extremely
important. Most of the people who
come into our store (and they repre-
senl primarily the higher income
brackets) have never seen color tv.
But they've read about it and they're
( urious. So if they come in the after-
noon, when Matinee is on WRCA-TV,
we turn on the set and let them watch
a while.
"'It's magnificent," they say "how
much?" And here's where the sale
falls through. The sets are just too
expensive for the amount of programs
that are presented in color. If I could
oiler set> for s.7).">. preferably includ-
ing the service guarantee, then I'd be
able to sell one every day or two. As it
is, the reaction usually is that they'd
rather wait: "They'll get cheaper!"
People seem to remember how much
black-and-white t\ used to cost and
they compare those with today's retail
prices and assume that color will be
available for less, pretty soon. Then
they can always trade in the old set
or use it as a second for the kids.
We're lucky that NBC finally came
through yvith Matinee. Now, at least,
we've got something to shoyv. Before,
all we could do y\as talk about it or
arrange for a special showing some
evening. And that's no way to sell sets.
That's one of the big troubles all
around. People don't have enough
chance to see color tv in action. If they
did, there'd probably be more who'd
be willing to pay the price. But thev
don t know how beautiful it is, and as
long as they're happy yvith their black-
and-white set at home they're not going
to come in here and find out.
ONLY CARRIAGE TRADE SO FAR
Wallace Germaine
Liberty Music Shops, New York
• Color tv and Hi-Fi are the tyvo big
things we're pushing right now. \\ e
set up a special color tv theater in the
store and hundreds of people are
coming in to see Matinee and the oilier
daytime color shoyvs. That's the secret.
People have got to have seen color in
order to realize that thej want it.
Once they've gotten a good look at
color, then the price is no longer a
serious objection. Of course, there are
people who simply can't afford the set.
For the time being it's a luxury item,
and it will have to be sold as such.
One of the big reasons for color
tv's sloyv start is that the black-and-
white sets have taken away the
urgency. When tv first started, you
just weren't a full-fledged member of
your circle if you didn't have a set.
But color is different. It isn't as if
you couldn't see the good shoyvs at
all. You just see them minus the color,
and you can talk about them and
criticize them to your friends just the
same.
People yvho complain about the price
often forget that in color we're starting
with a full-fledged 21-inch screen. If
black and yvhite had started immedi-
ately that size, they'd probably have
sold for $600 and more in the
beginnng.
Those yvho could afford to buy color,
but cant make up their minds, u-ually
feel that the number of color programs
doesn't yet warrant the expense. At
best there are an hour or tyvo of color
programing each day of the week and,
figuring that some programs do not
appeal to everyone, they come up yvith
the arument that for an hour of color
a day it'll cost them $2 a day for a
year. We knoyv from experience that
people who figure that wa\ are not the
potential customers.
Of course, we know as well a- the
public that the price will be reduced in
time. But our gue -. prompted l»\
statements from RCA in the trade
pres». is that it'll be from tyvo to three
years before there is any marked re-
duction. But it's hard to convince
people of this. So for the time being
there's the Cadillac trade, who bin
color-tv because they yvant color.; then
there are those who can afford it but
prefer to yvait and see: and then, of
course, there are many who cant
64
SPONSOR
afford ii and who have to wail for it.
Technicall) the seta are ex< ellent. It
takes .1 little pra< lice t" leai n bow to
tune them right, and some "I the re*
mote programs i spoi ting <-\ ents and
such ild > nun- ovei I ettei . bul gen
erall) there are i mplaints on thia
level.
W e carrj I!' \ Vlagnavox and ( lape-
li.ni Bets and the customer'a choice is
usuall) determined b) his taste in
< abinets. I he Bets themseh es are .ill "I
equal '|u.ilii\ .
SELLING STRONGER EVERi h M
Dai e II agman
Bruno-Neii Yorh Inc., \eu ) orh
• It's a lumn thing with color tv.
Some of our dealers do a terrific job,
and others won t move a muscle. The)
saj thej want color sets to sell for
$100 or the) won't bother.
lo date we have about 300 dealers
in our area who are handling coloJ
t\. and it'- selling stronger and
stronger ever) day. One trouble is
that some of the dealers, especiall)
those in downtown locations, can't get
reception For demonstration purposes.
It - a luck) thing thai practical!) no-
bod) lives downtown, because the
reception i- \er\ bad there.
We know that color is a thing that
must be -con in order to sell. For this
reason we have made arrangements t<>
sell color sets to all our sales person-
nel at great discounts and we're now
doing the same thing with the dealers.
I hat wa\ the dealers ran invite people
to their homes for the important
shows, and -how what color can do.
I know From m\ own experience that
too main people haven't -ecu color.
One out of ever) three people whom
I ve had at m\ house -<>< iall\. and who
have had a chance to see color there
has later gone out to bu) a set.
{Please turn to page 95)
BALL
SCORES
h/T~''
^W:
TIME
.^T-v ^
Wedtie*
NEWS
NAMES
'//A rctftcs
•■/ / VEm
v Jrfff/t
REQUESTS
A y/Ue
»1
Hi ... I in Hill Thorpe. Ever) one of the "audience
appeals" checkered above is a pulling pari oJ m\
MUSICAL MATINEE. ind the) can pull hi you,
tiu> . . . six days a week . . . 3:30 to (>:()() p.m.
I reach customers in the kitchen, the car, or wherever
the) arc. I -peak to young and old, male and female
listeners alike.
Here's '"wide appeal" programing thai provides
wide audience for any sponsor uli<> want- in sell
S) racuse and Centra] Vu ^ ork.
Ask Free & Peter- . . . they'll tell you more aboul it.
Hc-t w i-lif-.
&
Ai \h^\^
Central New York's FIRST Radio Station
28 NOVEMBER 1955
65
r i
I
Welcomes
WWJ, a pioneer in its own right, salutes
NBC for this imaginative new
approach to daytime radio programming.
The World's First Radio Station is happy
to join with the network in presenting
"Weekday"— happy to welcome the
many advertisers who are scheduling
network, local, and national spot
participations.
The popular appeal of "Weekday"— plus
the proven power of its forerunner,
"Monitor"— plus the established
popularity of WWJ's local features and
personalities— make WWJ, more than
ever, your number one radio buy
in Detroit.
AM-950 KILOCYCLES— 5000 WATTS
FM-CHANNEL 246-97.1 MEGACYCLES
Associate Television Station WV/J-TV
WORLD'S FIRST RADIO STATION • Owned and Operated by THE DETROIT NEWS
National Representatives: FREE & PETERS, INC.
66
SPONSOR
httime 28 November 1955
iNDAY I MONDAY
network blcUODol
RADIO COM PARAGRAPH OF NETWORK PROGRAMS
TUESDAY | WEDNESDAY | THURSDAY
Nighttime 28 November 1955
FRIDAY | SATURDAY
IR
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I HraJlinc*
U Craig,
.!-:[■,(! |
Bill Star*
Christ I enief
35 ON m-f 1
world Traveler
i in 1*1 lit AMD
Global frontier
m-t e-o jo c&
Evrnts ol the
'World nnJ V0'
Caldwell. Lark
Vol*. at Fli
Plr**lon* Tin
A BubbatOo
Edward I
IfUW t
T*nne»*** Era I
(i. R Murrn
ir Godti
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Inl 1 Barrett**
Etao RbddtW
Etin tHl.1 Oil
MaraehalkAPrntt
Jar. World of
Sport*
Var 11 30-55 I
nilon« In help you u»*» this cliarl*
m rcDMI timet, ere Eastern Dijlliht
•■■'•(■: cine, Cincinnati: D. tti>tr. Detroit: H. Holly
v- Vwk: Tllrh. Rlc-timnnd; St L. fit. I
Vn, various
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MM !„..! |. Mr*. T ir»n.rtlh»d: TBA.
Iitloni. orlilnilN In NYC: S. tltnuleasl.
Ddtan OlUn .v B irtiiol-S
T*1r.Dh*n
10SN'
Band et Amerli
udmiin B*u
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Life it Worth
Start In Action
ta- R Murr<
Gabriel Hoatltr
Dance Or*h
I to -tat 1
L* 10:35-""
On* aiai't (asll
kfllM L"'
Wado ' 5hr"
Liggett A Mj
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300H
No network
m-t «-o JO
Tannat*** En,
Newt tu-f 8:55
Sound Mim
S
EvenTno Newt
Newt tuf 9:55-1
Edward Morgan
Blr-glna <
th* au
My Son Jeep
Yourt Truly
R Trout Chorrolo
C-E ro I 9 .'.5-1
Dane* Orch
m-iat
10:35-11
Futton Lewi* Ii
MflWaiti i
Gang Busters*
Fli.rl.l,, I'lirii-
Family Theatre,
No network
m't i-s'-in
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of Grouch
loU Mnio
■ Chrrilei
l!-13:S0tn
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Travel Bureau
Newa ot World
'Morgan B salty
Wash
Serenade Rooti
Dole* Prod
m-f [■<• moo)
Campball-Ewald
V Btnnott
Fullan Lewll Jr
asawaeh m-f
My Son leap
Yours Truly
Arthur Godfrey
II Stem
..Jam Boor:
Chrlitl insert
R4R
Eta* Reporter
m-f B-9:05
MarsehalkAPratt
IX I Dance Orch
Front & Center
10 JO- 11
Waah
nglng <
th* at*
Late loortt
roundup
C.Delr m-f I
Tar 11:30
Now* 11:55- 12t
Newt A analytli
Oanca bandi
The Book Hunter
The Goon Show
Ken Banghart
. IB.
Sengs by Olnl
Campbell-Ewald
T*nn*tatB Ernli
r _ <v
7:30-7 M5
Gen Fds
Yin
Edw R Mui
2ltt Precinct.
Disk Derby
. analytli
ibgerald
Mutual Reports
Long John A
Charlie
11:30-13
I ml HarreeUr
K.llr.|(l.lM'<lfJ«
B
9-0:05
Phtta Orch
Guy Lombard o
Orch
10:30-11
w*rld Traveler
Lomba/doland
Country
J imbnrr>«
11-11:30
Airman n N*
$»«»»««»*-* li"''-*i <ii|<i>«'"'i''i<"i' with .■<,«•». --■ and time on air
Aero.Mnyflow.r Ball IBO U I' I I '■ OBI
itoty Raior. "McC*nn-aVlc*ioo: ABC. alt
"baeeo! n™m>: CBS. W -P 8:15-30 om;
1 M-1
» 11 SO am: fMlte Prtrtae bro*'t-
1 ■■ r.,,1o i
ilmuU'..t. "li.'TnB neeon.rier hour; tor Ti.llo onl*.
not. orlilnaiei NTC. oUier polnta.
'Hi: VI v l-l;30 pm, Oott: (1500 per partlrlptllno ner ipnntnr
'.''l ■: > Metk. Mutual Morning. M F 11-11 :2n am. part of
main riMihif panittDiUon plan oBaatoi a.aiiabimin rug-
■
thll gmmii IndlitU Initi Moluii n*ver;
1 ■■ ■ '■!. .1 '■ '.!■ K. Mr ■ ... II I' •'■■ .hIN.Ii
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B..rBF^./A°,n"'c»««,,-'''»'»' s" lo:lu "
Bankers Lit* A &uu*lty. flratil Schwei
Baker; ABC. Sun 10 10:15 pit)
Bauir A Black, U.irntd CHS M. I" ^ l«i
HM.^mBlihoJS,Sr.''i.".r1:',rils, M™f 13-12:0
ABC. MP 10:25-4
ate*: CBS, M-F 1
D»»n Blbl* 8tud*n
3n- 10:00 |.n ABC
tc Pratt: J1B3. MP
*Tir, \{ s 30 fl nm
Tiro. I) 'Am-: MBS, M-F 5:10-55 pm
)Ho. Mnxon: NBC 10:30 -ID 3B On
lorone, llltk, \ Groin: CBS. alt P 10:15-
Hart? Mountain Prwluctt, Prlend-Krlegel A [Uilei
Healing' Waters, la*.. Whin Adi : ABC. Bun
3-1:30 pm
Lewli Howe. KAR. CBS. alt T, W Hh F
l-A-H: KBC M-F 7-T15 pm
FlUeeratd Ade.: MBS. M -Sat
. Burnett! CBS. Tli. T>. a S:1H
LeWu**. In*.. John Orrhar: MB8 T, Th 11:30-4
Lovor Brot,, MeCann- Bricks on: CBS. M. W. a!
Longlnoe-Wlttnauer, Bcnuott: Sun 2:0G-3 am
Llaoan A Myers <Ch*ttarfl*ld). Punnlnebam *
Walsh: NBC. Tu 8:30-0 pm; CBS, Sat 12.80-
Tnev J, Linton. TaVB* CBR. Moo S.90-C pm
P. Loril'lard, IANl MBS. M-F n;,0-IJ n; CBS.
Lutheran Laymen's Laagua, istaiiam ■ MBB, Bun
MeKo«on & Robblns, Ellington: CBS. F 8:15-25
Musterele, Entln Weiey: A11C,
Mutual of Omaha. Bir/ell A Jaj
Nafl Blseult. KAR- kIBS Sun
Norwirli Pham, ItMl Ml1.- M
Pabst, Warwick A Legler: ABC,
0:30-55 pm, 6-mla
t. Sat A Run. 24
lecoba: ifiiB. Bun
in 5-5:30 nm
▲
: NBC, alt T 8-S
Plllshury H
Q-Tlpt. Gutobl
Bible Clatt.
IM.,111 MfUif. plan!; NBC. Sat 1:80-10 I
Socman Brot., Wolntr
ABC, Tu, Th 10-10.2
A. E. Staley Mfg.. nmhr.ulT A Byanrl: C
Standard Braniv T< I Batai NBC Weekday
Star Klit Eds., lt.vl>: NBC, W 10-10:05 am
State Pharmecal, Ollan A Dronnor: MBS.
daji, 5 coin preceding Game of Day
Bttrllna Drua. D-F-S: ABC, M-F 10-10:18 I
NBO. M. W. F 4:1B45 pm
Oil 0«.. BAB: NBC. ' "
The Entry:
The V inne
KEN LOMAX
DITTO! !
KERG's Ken Umax — TOP DISC JOCKEY IN THE
STATE OF ORECON . . . outside of Portland.
At Portland's "Kitchen Carnival" Ken competed against top
radio personalities from around the state. \iul —
he was voted lie-t. . . .
OREGON'S TOP D.)
His smooth salesmanship ami tasteful choice of music makes the
8 to 8:45 a.m. M\ LI >M W SHOW your best bet to sell more
of your products to His legion of loyal listeners.
KEN is read) to go to work for you in the P;tvili- Northwest's 5th
Largest Market*, exceeded 0NL"V b] Seattle. Portland,
Tamm. i. and Spokane.
*SM 1955
MORE FACTS?
Contact
Weed & Co.
CBS for the WILLAM6TTE VALLEY
- UK is the RftDlO schedule far TV Mr
(The wonderful story of ABC Radio's new sounds for you
'** ^JF* written especially for grown-up advertisers)
\>l
7 \ ^
"EVENTS OF THE DAY"
7:30 Today's Sensational story
7:;tf> Inside Washington
7:40 Transatlantic Exclusive
1 i i Personality of the Day
7:50 The News and You
7:55 News
"THE WORLD AND YOU"
8:00 Arrivals and Departures
8:05 Let's Visit
8: 10 Yesterdaj al Midnight
s r> America ;>t Work and IMay
8:20 Elm Street to the
Great White Way
8:25 News
'YOUR BETTER TOMORROW"*
8:30 Part 1-worrls to live by
8:35 Part 2— advice on your
marriage and family
8:40 Part 3— improving your
personality
8:45 Part 4— your Bui c ess
8:50 Part 5— advice on your home
8:55 News
SOUND MIRROR"
9:00 Sounds of Yesterday
9 05 Sounds of Today
9:15 Sounds of No Importance
9:20 Soundings
9:25 News
OFFBEAT"
9:30 Offbeat Humor
9:35 Futurescope
'.< l.i Soloscope
9:55 News
»w /,.«>{ f/w^('ulvv!rV>!v)5;''V'^;
• MONDAYS
I be Voice ■ ■(
tone
TUESDAYS
- I Bishop Sheen's
"life Is Worth Living.
A'ifr$) it.
W'<
nee upon a time almost every living room had a radio. And almost every nighl
the family gathered 'round to listen. Today, almost every living room has a TV set.
Radio has moved to other quarters. The kitchen, bedroom, den. workshop, car. Even
an occasional bathroom. Who listens? The family does. Not as a group, but individually.
Not indiscriminately, but selectively. NEW SOUNDS FOR YOU - ABC Radio's new
concept of nighttime programing — was built for this new kind of listening. It 's personal.
It's bite-size. Regularly scheduled 5- and 10-minute segments. Each attracts it- regular
listeners. Each can be sponsored night to night or as a "strip." Only $800 buys a
5-minute segment full network. Your ABC salesman will be tickled to tell the full story.
the new sound of ABC Radio
LISTEN
LOST PRODUCTION DOLLARS
(Continued from page 39)
executives, by any means. Agency-
men and clients are frequently the
cause of over-budget spending, al-
though they don't always realize it at
the time.
These client-created problems usu-
ally take the form of last-minute
changes. True, one of the advantages
of live television programs, and live
commercials, is that a last-minute al-
teration in script, casting, settings or
commercial pitch is possible.
But a late switch is usually an ex-
pensive one. If union labor is in-
volved, it is often on an overtime basis
as the deadline is rushed. There is no
time to cut corners.
Every major tv network has its own
private case histories of clients who
make last-minute changes that run up
the tv bills a few hundred or a few
thousand every week. In vain, say
some network executives, do the net-
works point to "flow charts" that show
how far in advance the components of
a show must be ordered (usually,
about two weeks before air date) in
order to avoid overtime work. The
same people just repeat the same mis-
takes, the networks say.
It can be done: The cost picture isn't
completely bleak, sponsor's editors
found that several package firms and
ad agencies are extremely cost-con-
scious and budget-control their shows
down to the last dollar, passing the
savings along to clients.
Mama, a CBS TV-Carol Irwin pro-
duction, is a good example. On this
durable show, cost control starts at
the very conception of the script.
While a Mama script is being
hatched, the show's production staff
works with writers to keep out un-
necessary and extraneous items. The
number and types of sets are carefully
restricted. Cast size is limited. The
running time of scripts is figured close-
ly. And scripts are scheduled for com-
pletion so far ahead of actual air dates
I. Xew stations on air*
CITY & STATE
CALL
LETTERS
CHANNE
NO.
ON-AIR
DATE
ERP (kw)"
Visual
Antenna
(ft)"'
NET
AFFILIATION
STNS
ON AIR
SETS IN
MARKET*
1 000 1
PERMITEE, MANAGER. IT
LITTLE ROCK, ARK. KTHV 11 14Nov. 316 1,736
KIRKSVILLE, MO. KTVO 3 7 Nov. 100 1,082
CBS
KARK-TV 113
KATV
None
NFA
Arkansas Tv Co.
K. August Engel, pre*.
Henry B. Clay, exec. v. p.
KBIZ. Inc.
James J. Conroy. pres.
Merrill Gilmort. v.p.
If. New construction permits*
CITY $l STATE
CALL
LETTERS
CHN0NEL DATE OF GRANT
ERP (kw)«
Visual
Antenna
(ft)'"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER. RAD
TWIN FALLS, IDAHO
YOUNGSTOWN, OHIO
JUNEAU, ALASKA
13 9 Nov.
73 2 Noy.
8 2 Noy.
12.4
17.9
.260
588 KLIX-TV
317 WFMJ-TV
WKBN-TV
—960
None
|\jFA Magic Valley Tv Corp.
George M. Davidson, pres.
Florence M. Gardner, v.p.
151 Community Telecasting Co.
Guy W. Gully & Sanford A.
Schafitz, co-owners
|s|FA Alaska Bcstg. System Inc.
William J. Wagner, pres.
Irene F. Wagner, v.p.
f . ><•*»■ applications
CITY & STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)*
Visual
Antenna
(ft)*"
ESTIMATED
COST
ESTIMATED -««-«—.„.
1ST YEAR TV ST A TT 0 iNS
OP. EXPENSE IN MARKET
APPLICANT. AM AFFILIA:
ENSIGN, KAN.
PONCE, P. R.
4Noy.
28 Oct.
26.9 683
.826 2,524
$193,032 $81,900 None
$18,937 $45,000 None
Southwest Kansas Tv Co.
Leigh Warner, pres.
Wendell Elliott, v.p.
American Colonial Bcstg.
Ralph Perez Perry, o&o
Corp.
:
BOX SCORE
V. S. stations on air.
Markets covered _ _
420§
260
'Both new cp.'s and stations going on the air listed here are those which occurred I
31 October and 11 November or on which information could be obtained in that period. ■
are considered to be on the air when commercial operation starts. "Effective radial**
Aural power usually it one-half the visual power. "'Antenna height above average terr. I
above ground), t information on the number of sets in markets where not designated iM
from NBC Besearcb, consists of estimates from the stations or reps and must be deemed •
mate. "Data from NBC Research and Planning. NFA: No figure* available at tm
on sets In market.
74
SPONSOR
MENOMINEE
STURGEON iAV
3
ch.
WISCONSIN
to the land ot. Jfc
WHERE THE B&M TEST SHOWED A 98% INCREASE IN SALES!
HAYDN R. EVANS, Gen. Mgr. Rep. WEED TELEVISION
28 NOVEMBER 1955
75
that am rewrites do not involve actors
already cast for their parts or sets
already constructed.
A New York ad agency that pro-
duces its own weekly musical half-
hour show has another answer. To
keep costs within reasonable limits,
the agency lets out contracts at a flat
price to suppliers of scenery, props,
drapes and other production raw ma-
terials. The price the client pays for
the show has been agreed on in ad-
vance. As long as the agency can keep
within this price — and it has for sev-
eral years — the client and agency are
satisfied.
Networks, for the most part, are
the strictest at maintaining a proper
sense of budget control — but the con-
trols are kept primarily on the net-
work's own packages. As pointed out
earlier, networks will seldom go to a
client to seek additional budget dol-
lars if the price has been set in ad-
vance for a series.
At the same time, networks who
New York
Chicago
Detroit
Dallas
Atlanta
Charlotte
St. Louis
Miami
Memphis
Los Angeles
San Francisco
BRANHAM
package shows are slanting most of ;
their budget-control efforts toward
keeping shows at just about the budget
mark, rather than attempting to re-
duce the original selling price. Net-
works will, however, aid an outside
producer or agency in setting up a
budget-control s\stem — if he wants it.
Experienced network cost estimators
can actually do a lot to bring down
production costs, many agencymen
have come to realize.
How to save money: This seems to
be the consensus of experienced tele-
vision executives:
1. Cost-cutting starts with the script.
It's far cheaper for a good story editor
to work with a writer long before air-
time in keeping costs down than it is
to make changes during camera re-
hearsal. Extra characters can be cut
**Our company works for many small
local radio stations. We have developed
for these radio projects a series of (re-
search) questions that carefully detail
the musical tastes of the potential audi-
ence. And for a station that devotes
90% of its air time to playing records,
you can see how important that can
be."
SEYMOUR SMITH
Director
Adrertest Research
out or cut down, elaborate sets can be
avoided, and locales can be adjusted
to take advantage of "stock" scenery
and film clips.
2. No rushing means lower union
charges. There isn't much a tv adman
can do to lower union charges. But
money can be saved — as compared
with the "normal" practice of many
shows — by planned scheduling, avoid-
ance of wasted rehearsal time and,
above all. by cracking down hard on
last-minute scenic changes.
3. Plan as far ahead as possible.
Producers will get a good long-range
view of their cost picture if they sit
down and total up all of their fixed
expenses for a contracted series — stu-
dio costs, scripts, contract players, sal-
aries— and subtract this from the com-
plete budget available. This will show
the total budget that can be spent
(without going over the top) for varia-
bles.
Knowing this amount, a producer or
agenc\man can then estimate costs —
preferably from scripts — in advance
76
SPONSOR
San Diego is no« the Nation's I Mh Market
in the sale of Lumber and Building Materials.
(Sales Management. Survey of Buying Power. 1955)
Bigger than — Buffalo. New York; Kansas City, Missouri;
Miami, Florida or Dallas. Texas.
There are more people, building mori .
making more, spending more,
and watching Channel 8 more than ever before!
KFMB
WRATHER-ALVAREZ BROADCAST
SAN DIEGO. CAUE
REPRESENTED BY PETRV
America's more market
28 NOVEMBER 1955
77
NOW!
KCRAtv
WRAPS UP AND DELIVERS
CALIFORNIA'S FABULOUS
SACRAMENTO VALLEY!
Channel
SACRAMENTO
Full-line NBC Programming
100,000 WATTS
MAXIMUM POWER
NEW STATION!
NEW VIEWERS!
NEW NBC SHOWS!
KCRA-TV delivers one of the
country's richest markets, with
spendable income of more than
two billion dollars!
As Sacramento's new station,
KCRA-TV, Channel 3, is the only
low-band VHE station in the fab-
ulous Sacramento Valley. Full-
line NBC programming.
Be sure to review your present
television programming and spot
schedules. Then call Petrv.
KCRATV
Channel 3
SACRAMENTO, CALIFORNIA
100,000 Watts Maximum Power
represented by Edward Petry It Co.
"THERE'S LOTS TO SEE ON CHANNEL 3"
for each show in a series. Some shows
will be over-budget. But others, be-
cause they can be trimmed, can be
brought in sufficiently under the bud-
get mark to allow a balance and possi-
bly a savings to the client which he
can well use in other areas.
Is it worth it?: Television has a long
way to go before it reaches the kind
of cost-control economies that are prac-
ticed in the automobile or clothing
industries.
But, despite its lost dollars, televi-
sion has managed to become an ex-
tremely efficient advertising medium,
reaching more people more powerful-
ly than any advertising medium in
history.
Because of its generally excellent
success, tv has been able to afford the
luxury of tossed-around dollars with-
out being hurt. And with both bud-
gets and audiences on a steady, up-
ward march, and with most tv admen
working long and hard during the
course of any given week, there hasn't
been much time available for hard
thinking about cost cutting.
Nevertheless, a growing number of
clients and agencies are beginning to
feel that a cost expert, particularly one
with a production background, is a
valuable staff member. Television
prices — even when they can be fully
justified on the basis of audience size
or sales results — are now so high that
a saving of only a few percentage
• •••••••
f There is no law, no regulation that
compels the American Broadcasting
Company, or the other companies, to
stay in the network radio business. We
can stop being a radio network merely
by letting our advertiser and station
contracts expire; by paying off our
phone bills; and running, at a profit,
our own radio stations as independents.
Speaking only for ABC, we have no in-
tention of doing this. We are in busi-
ness for a profit, as are all companies.
We continue to have faith in the opera-
tion of radio networks, to believe that
they represent, in addition to a great
force for good, a means of making sub-
stantial money."
BOBERT E. KINTNER
President
ABC
points in the weekly dollar budget of
most shows can mean a sizable ad-
vertising nest egg for clients to spend.
Creative people traditionally dislike
cost experts. But the job will have to
be done if the medium is going to
operate in a businesslike way. * * *
ADDING RADIO TO TV
[Continued from page 37)
tic will show that the duplicated total
of both shows comes to 36% (21 plus
15%). Therefore, the duplication was
only 2% of all U.S. radio homes.
There is some evidence, though not
conclusive by any means, that more
duplication can be gotten by combin-
ing network tv with independent radio
stations. Even if true, however, this
fact would be too general for any prac-
tical timebuyer use.
To get specific data on radio-tv au-
dience duplication the timebuyer often
goes to Nielsen, which is the only re-
search firm providing such data on a
regular basis. Nielsen has this data
available at extra cost not only for
national network radio and tv but for
local radio and tv in those markets
where the Nielsen Station Index is
operating. In addition, users of spot
on a national or regional basis can buy-
data based on the national radio-tv
indices when their use of spot is broad
enough to cover a usable portion of
the Nielsen sample.
Here are some examples, cited from
Nielsen, of what kind of overlap ad-
vertisers can achieve:
Client A, a national advertiser, uses
all four air media in Detroit, with par-
ticular emphasis on spot tv. The
April NSI report showed that, over a
four-week period, the client reached
1,020,100 homes with both tv media.
Each home viewed the shows or com-
mercials an average of 4.2 times.
Spot radio alone reached 103,000
homes but the combination of spot ra-
dio with the tv advertising reached
1,036,000 homes. This means that
only 16,000 of the homes reached by
spot radio were not reached with tv.
Or, to put it another way, 87,000 of
the 103,000 homes reached by spot
radio were tv homes that had also been
reached by tv, an overlap of 84%.
The frequency of viewing was in-
creased to 5.1 times per home during
the four-week period.
If this begins to sound complicated,
there's still more to it: Adding net-
work radio to the other three air me-
dia brings the grand total of undupli-
cated homes reached to 1,146,500.
This is 110,000 additional homes not
reached bv spot radio, spot tv and net-
work tv. Since network radio reached
214,000 homes by itself, this means
the overlap was about 50' \ with the
78
SPONSOR
21F|»
1 r*|
-COVERED
MARKET?
THIS
AREA
IS
LINCOLN-
LAND
42-COUNTY
LINCOLN-LAND AREA TELEPULSE
Share of Audience — September, 1955
KOLN-TV
"B"
"C"
"D"
MONDAY THRU FRIDAY:
1:00— 6:00 p.m. 50
21
13
11*
6:00— 11:00 p.m. 53
18
14
11*
SATURDAY:
1:00 — 6:00 p m 52 15
15
8
6:00 — 11:00 p.m. 50
13
15
17
SUNDAY:
1:00— 6:00 pm 34*
36
13
16*
6:00— 11:00 p.m. 35
22
14
23
•Does not broadcast for complete period and
the sha
re
of audience is unadjusted for this situ<
ition.
J/h '.'h'/yt.'J/fr/t'ort
WKZO TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF. Fm — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Atiecxled -.th
WmBD RADIO — PEORIA. ILLINOIS
KOI \- I \ delivers Lincoln-Lam! 12 counties with
200,000 families, 125,000 of them unduplicated 1»\ .m> othei
TV station.
95.5% OF LINCOLN-LAND I- OUTSIDE THE GRADE
"ir AREA OF OMAHA! This importanl market Le as
independent of Omaha as South Bend La <>f fort \\ ayne . . .
Syracuse of Rochester ... or Hartford of Providence.
New Pulse figures prove that KOLN-TA gets 194.4$ mor<
night-time Lincoln-Land viewers than the aexl station —
138. \' f more afternoon viewer*.
Vvery-Knodel has all the facts on l\t»| N-TV — the official
CBS-ARC outlet for South Centra] Nebraska and Northern
Kansas.
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
28 NOVEMBER 1955
79
other air media. There was also con-
siderable overlap between spot radio
and network radio and between spot
i\ and network t\.
One reason the advertiser can ac-
complish so much overlap is that the
Detroit market is heavily saturated
with tv. When an advertiser uses ra-
dio in such a market, he is bound to
hit a large number of tv homes.
This is illustrated in concrete terms
with two other examples from Nielsen
four-week tabulations. (As used be-
low, the term "radio homes" means
radio-tv as well as radio-only homes.)
Client B, a regional spot advertiser,
last spring checked two large distribu-
tion areas — one more heavily saturat-
ed with tv than the other. The follow-
ing was discovered:
1. Where tv saturation was heavy,
the client reached 32.6 /y of all radio
homes in the distribution area through
tv only, 15.5 % of all radio homes
through radio only and 17.3% of ra-
dio homes through both radio and tv.
2. Where tv saturation was not so
heavy, the client reached 17.4% of all
radio homes in the area through tv
onl) . 38.6* < of all radio homes through
4
«
***** M
**ch
for
"fjv.s
Seve„ , """«*
d"-«lo1.8 "5 "lrea(J j„, Fringe nf ""*■
ms onN house in«> gtan'
HE N'CHT 6ff0.c ft* hnr . fj
STa;ion BReE;^ (hJjs*
2,000 YEARS o ' 3°' -" 60V S
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IS
minute Qh
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BROADCAST MUSIC,INC.
NEW YORK . CHICAGO . HOUTWOOD
radio only but 12.8% of all radio
homes through radio and tv.
Client C, also a spot advertiser, j
checked his radio-tv coverage in met- 1
ropolitan areas and nonmetropolitan I
areas (see chart on page 37).
1. In metropolitan areas, the client )
reached 35.6% of all radio homes with i
tv only, 15 f/f of the homes with radio 1
only and 20.59c with both.
2. In nonmetropolitan areas, where I
tv saturation is not so heavy, of course, I
he reached 22.4% of all radio homes
with tv only, 27.5% of the homes with
radio only and 12.5% with both.
Note that in the case of both clients,
radio was used to hit at least half of
all the homes reached, even in areas
where tv saturation was heavier. This I
points up the fact that radio's impact
can be added to tv in three ways. I
First, radio can reach homes also
reached by tv. Second, radio can reach
tv homes not reached by tv. Third,
radio can reach radio-only homes,
which cannot be reached by tv.
One last Nielsen tabulation to pin
this down:
Client D, seeking information on his
radio-tv coverage, got a Nielsen break-
down of tv and radio-only homes. The
figures below are four-week cumula-
tive audiences during the latter half
of March and the first half of April,
1955. (A pie chart of these figures is
shown on page 36.) However, the chart
combines radio-only and tv homes into
one base. This permits examination of
the figures two ways.)
Of the total tv homes in the clients
distribution area, 35.3^ were reached
by tv only, 20% reached by both radio
and tv and 13.4% with radio only.
Adding this up, we find the client
reached 68.7% of all tv homes in the
area with either radio or tv. A little
more playing around with these fig-
ures shows:
1. The client reached 33.4% of all
tv homes in the area with radio. Thus
the client reached almost as many tv
homes with radio as he did with tv.
2. Of the total tv homes reached,
nearly 20% were hit by radio alone.
In addition to this, the client also,
of course, reached radio-only homes
with radio. During the period cov-
ered, the percent of radio-only homes
reached was 56.9' V .
All of which leads to the second
reason cited earlier in the story as to
why radio should be added to a tv
80
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WHICH MEANS:
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To sell this rich marKex y
is WFAA-TV, Dallas
^&ZH*te/ I g
A I C
RALPH NIMMONS, Station Manager
EDWARD PETRY & CO., National Representative
Television Service of the Dallas Morning News
28 NOVEMBER 1955
81
schedule, namely, to fill the holes in
the television coverage of either mar-
kets or people.
>on-ir homes: The most important
hole in tv coverage is, of course, the
non-tv home. There are still a sub-
stantial number of such homes.
The latest authoritative figures are
those from the June survey of the
U.S. Census Bureau. At that time,
the percent of U.S. households with
tv sets came to 67.2. Taking into ac-
count the rate at which new tv homes
had been popping into existence dur-
ing the previous 13 months (that is,
since the ARF-Politz study of May
1954) , it can be assumed that tv satu-
ration is about 70% at the present
time.
This means there are about 14 mil-
lion homes that do not have tv. Prac-
tically all of them, of course, have
radio.
The non-tv universe can be looked
at from two angles. One is geography;
the other, family characteristics.
Tv saturation is far from evenly
read over the country. The June
Census survey, which broke down tv
saturation by regions, showed a range
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from a high of 79.7% in the North-
eastern states to a low of 53.2% in
the South.
Then there is the difference in tv
saturation between rural and urban
areas. For the U.S. as a whole the
Census count disclosed that Standard
Metropolitan Areas had a tv satura-
tion of 78.3%, while in areas outside
the SMA's the percent of homes hav-
ing tv was 49.7%. In the South the tv
saturation outside SMA's was onlv
39.7%.
This means, obviously, that the ad-
vertiser who wants to reach the small
town and farm family cannot do a
complete job without radio.
With heads-up timebuying an ad-
vertiser can team up radio and tv to
cover all areas of the country with
practically no waste circulation, as-
suming he is not seeking radio-tv
overlap.
An actual example of how well this
can be done comes from the Nielsen
files. The advertiser cannot be named
but he is big enough to use radio and
tv, network and spot. Here's what he
was able to accomplish with the four
air media in a veritable classic of the
art of timebuying backed by adequate
market research.
For the country as a whole the cli-
ent reached, during a week's time,
12% of U.S. radio homes with radio
and 35% of radio homes with tv. His
unduplicated total was 46%. Dupli-
cation? Only 1%.
Now note how this breaks down by
county size:
In the "A" counties, the advertiser
reached 4% of radio homes with radio
and 53% with tv. The unduplicated
total: 56%. Duplication: 1%.
In the smaller "B" counties the ad-
vertiser reached 209? of radio homes
with radio and 29% with tv. The un-
duplicated total: 46%. Duplication:
3%.
In the smallest counties, the "C"
and "D" groups, the advertiser reached
16% of radio homes with radio and
19% of radio homes with tv. The
unduplicated total: 33%. Duplica-
tion: 2%.
ftficfio-ottf!/ homes: The other side
of the non-tv universe is the radio-only
family itself. On the average it differs
from the tv family in that it is older,
smaller and generally on a lower in-
come level.
This does not mean they are any le^s
of a customer for the package goods
that are so widely advertised on the
air. For some products, such as low-
priced "linoleum" rugs, they are ideal
customers.
The make-up of the radio-only fam-
ily leaves a clear imprint on the audi-
ence composition for network radio
shows. For example, if you were to |
break down the age of housewives lis- .)
tening to a "typical" radio web pro-
gram, you'd probably find, according
to Nielsen researchers, that the larg-
est group is over 51, the next largest
between 35 and 51 and the smallest
between 16 and 34. With the "typi-
cal" tv show, it is exactly the reverse.
Of course, the radio-only families
will be smaller in number as time
goes on, so more and more attention
is being paid to reaching people via
radio when or where tv can't reach
them.
Most tv-proof of all is the auto
radio. With autos selling at the fastest
rate ever, the number of auto radios
is, despite the growth of tv, almost as
big as the number of tv sets. The last
comprehensive survey of auto radio
ownership was the May 1954 ARF-
Politz study which showed 28,810,000
auto radios associated with U.S. house-
holds (of which 26,180,000 were in
working order) and 25,500,000 U.S.
households with auto radios (of which
23,180,000 had auto radios in working
order). The difference in the two sets
of figures is accounted for by house-
holds with two or more cars and two
or more auto radios. The total num-
ber of auto radios is probablv well
over 30 million at present.
Auto listening is becoming more
important for two reasons. First, there
are more auto radios. It can be rough-
ly assumed, according to James Cor-
nell, manager of audience measure-
ment for NBC, that auto radio listen-
ing is going up in proportion to the
number of new auto radios. Further-
more, auto listening as a share of in-
home listening is increasing because
of the long-term decline in in-home
radio listening at night.
Nielsen "Auto-Plus" figures, taken
from NSI reports, show auto listening
at times approaches the total amount
of in-home listening. Here are some
of the more sensational examples from
last summer. The figures are auto
listening as a percent of in-home lis-
tening:
82
SPONSOR
NA/BZ-TV sparks all of New England!
The postcards piled higher and higher!
From the day WBZ-TV began its big contest to promote
fire prevention within its coverage area to contest close,
an avalanche of postcards poured in from all over New
England. Winner of the National Board of Fire Under-
writers' Gold Medal for 3 successive years, WBZ-TV
continued its national leadership in Fire Prevention.
Thousands vowed to exercise caution against those
tire hazards which cause the greatest loss of life and
proiierty in New England. Interest was heightened by
WBZ-TV's offer of life-saving pneolators (respirators)
to fire departments of towns with best pledge records,
but no prizes were offered to individuals. The response
to the WBZ-TV appeal was completely selfless.
Tons of mail, with dramatic undertones of warmth
and human interest, were received, representing more
than 50,000 pieces in all. For example
• 35 Boy Scouts in rural Boxboro, Mass. (population
476) canvassed the entire village on a dreary
Sunday afternoon, in driving rains that caused
floods in New England!
• All officers and men at the South Weymouth Naval
Air Station sent in pledges!
• Clergymen in Holbrook solicited from the pulpit
to bring in close to a 100% response from town
citizens!
• Entire Boston College football team stopped long
enough in the middle of scrimmage to sign fire
pledges!
And on and on and on. Here was the greatest evidence
ever of the powerful pull of WBZ-TV, in the nation's
sixth largest market. If you're thinking about giving a
special spark to your sales story, start by calling Herb
Masse, WBZ-TV Sales Manager, at ALgonquin 4-5670.
Or call Eldon Campbell, WBC National Sales Man-
ager at MUrray Hill 7-0808, New York.
XVBZ-TV Channel A- Boston
Qq<M>
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON — WBZ* WBZA
PHILADELPHIA— KYW
PITTSBURGH — KDKA
FORT WAYNE — WOWO
PORTLAND— KEX
TELEVISION
BOSTON -WBZ-TV
PHILADELPHIA— WPTZ
PITTSBURGH — KDKA-TV
SAN FRANCISCO— KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC
All other WBC stations represented by Free & Peters Inc
28 NOVEMBER 1955
83
94% in Chicago, July, on Saturday
al 8:15 p.m.
82.8% in Washington, D. C, July,
on Sunday at 7:45 p.m.
74.5% in Seattle-Tacoma, June, on
Sundaj at 7:15 p.m.
Daytime radio is partially tv-proof.
Radio sets-in-use are higher than tv
up to about the middle of the after-
noon during the week. One of the ex-
amples given earlier in the story shows
how beautifully nighttime network tv
and daytime network radio work to-
gether to reach a large number of un-
duplicated homes.
In the final analysis the teaming of
radio with tv must be viewed in the
light of specific marketing objectives
and the type of product involved. The
facts above are general guides. They
are not intended to supplant the crea-
tive timebuying that is so necessary to
get the most out of the advertising
dollar. But they do show that off-the-
cuff attitudes about radio are danger-
ous and can overlook the substantial
radio audiences that can be gotten
through smart timebuying. * * *
AD MANAGERS' HEADACHES
{Continued from page 41)
the top sales executive in presenting
his advertising plans to top manage-
ment. Going through these channels
may influence and reshape the nature
of the advertising program he presents.
For example, the sales executive may
think of advertising principally as a
tool to get his men's foot in the re-
tailer door and he may overlook the
long-range value of developing a con-
sumer franchise.
2. As the adman's contact with top
management becomes more indirect,
the breach in communications between
top management and admen which
many advertising managers complain
about is necessarily widened. It's of-
ten very important for the advertising
manager himself to explain to manage-
ment how the various media fit into
the over-all strategy, since top man-
agement is usually composed of men
who are experts in fields quite differ-
ent from advertising.
W. B. Potter, advertising director of
Eastman Kodak, gives this advice to
admen who want to gain manage-
ment's understanding and support for
their advertising:
"You have to present advertising
plans factually and in management
language. Advertising is not an exact
science. We can't reduce selling ap-
peals to a formula or promise that X
advertising dollars will increase our
business Y percent. But we can sort
out incontrovertible facts and authori-
tative opinions, then try to establish
areas of reasonable and sound judg-
ment. We can avoid the impression
that we are perpetually in an expan-
sive mood."
The competitive fight for an ad
budget: This is among the most uni-
versal problems of ad managers, and
it's an annual problem.
Says Wildroot Co.'s director of ad-
vertising, Ward Maurer: "If we could
position advertising in our companies
where we think it belongs, thinking in
terms of long-range planning, a great
step would be made in the right direc-
tion. When you think in terms of top
management receiving a request for
plant expansion, shall we say, or for
an increase in personnel they are going
to need five years or 10 years hence,
the long-range plans of the company
or corporation are pretty well laid.
But when top management thinks of
advertising, they still do so on a calen- .
dar-year basis."
The budget problem tends to bef
most serious in companies with a de- f
centralized, divisional type of organi-
zation with several product or brand
ad managers.
"The sales v.p. and at least three *
other vice presidents outrank me." one
l.rand ad manager told SPONSOR.
"If I'm called in to a budget dis- I
cussion at all, and that's generally only
the last session, when all decisions have
been made, the financial committee al- I
ready has before it the recommenda-
tions of the various agencies, the rec- i
ommendations of the top sales execu-
tive. I sit there alongside of some four I
or five other brand ad managers, each
one of whom is anxious to get as much
money as possible to work with. How
much attention do you think is paid
to any single one of us at this point?"
A few ad managers even complain
that their budget is allocated on a rig- ;
id formula basis and that they can do
little in the way of recommendations
to amend it.
"Our budget is always a fixed per-
centage of the past year's sales allo-
cated by district," one ad manager
told SPONSOR. "I can't even shift funds
from one market to another without
consulting with the sales department,
and in the case of a special spot tv
buy this means that I lose out every
time. No good schedules will stay
open until I can get the appropria-
te "
tion.
Pressure from the sales depart-
ment: Among the most common
plagues ad managers endure are the
weekly bombardments of letters from
local dealers or district managers tell-
ing the ad manager how the money
should reallv be spent in a particular
market. Ad managers using air media
INDUSTRIAL HEART
OF THE TRI-STATE AREA
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316,000 watts of V. H. F. power
WHTN-TVB»ABsi°
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84
SPONSOR
(iii eithei a spot oi network basis have
ihis problem in common: the ques-
tions From the local men as t" wh)
station \ doesn'l have a spol schedule
(>r the company's network show.
"Some ol these station managers
must have a batch of letters read] f"i
ever) occasion and waiting t<> be fired
,,H," Baid the advertising director f<>r
.1 majoi drug compan) , pointing to .1
dozen Inters he had received during
the pre\ ious two weeks.
"I have to check into al least two
markets a week because OUT local or
onal men put the pressure on the
sales department, which in turn comes
running to me. Of course, I make up
our market list in cooperation with the
sales manager anyhow, and we review
ii together ever) 30 days. The ava-
lanche of letters which station man-
Bgers so often instigate jusl mean-, sev-
eral hours a week wasted by our de-
partment."
This is not a problem peculiar to
the drug industry, but rather inherent
in use of the air media. Oil companies
are pressured by /one and division
managers, food companies by whole-
salers, car companies by dealers.
"I have no objection to reviewing
our market list," the advertising man-
ager of a top oil compan) told SPON-
SOR. "But I'd be grateful if the reps
or station men came directly to me or,
better vet. worked through out agency.
\\ hen they fire up the zone managers,
the\ cause unnecessarv internal dis-
sent and dissatisfaction and they don't
reall) gel anywhere. Our advertising
is determined here and not bv the zone
or division men. who can't know the
over-all picture."
Lack of tv time franchises: This
problem varies partly by budget if
the advertiser is a spot tv user and
partly by rating, if the advertiser's on
network. However, a large number of
advertising managers consider the
tight tv situation a big headache even
if their position on the air seems se-
cure at the moment.
'it's hard to plan ahead for the
next season on network tv,"' said one
man who had just bought a choice
nighttime half-hour. '"The networks
have such an arbitrary attitude these
days that there's no more time fran-
chise. Regardless of how well a show-
sells for you, you can't be sure you'll
have that time slot a few months from
now."
*2
Fills
Bill
Th
ESTING products and
advertising campaigns is becoming
more important all the time
to advertisers and agencies.
THE MOUNTAIN WEST MARKET, served
by KSL-TV, is a perfect test area. It is isolated
from outside influences and advertising.
Distribution is governed from the market
center, Salt Lake City. Retail sales total over
a billion dollars annually.
FOR MORE INFORMATION on this boom-
ing market and its importance as either a
test area or as a valuable part in any national
or regional campaign, contact CBS-TV
SPOT SALES, or call If CI-TW
Salt Lake City
V
f f of Buying Powtr
28 NOVEMBER 1955
85
Ad managers with spot tv schedules
complained that the only way to hold
on to a time period was to buy it on
a 52-week basis. "Otherwise," said
one, "you might lose it in the next
cycle to an advertiser who's buying a
heavy saturation package. Priority
alone is no full-proof criterion on tv."
High cost of tv brings all into act:
There's the now well-known, true story
of American Machine & Foundry Co.'s
entry into network tv three years ago.
Chairman of the board Morehead Pat-
terson made the proposal for an extra
$26,000-a-week budget allocation to
his board of directors.
"How much commercial time will
that give us?" one director (a banker)
asked.
"Two minutes."
"Good God," said the banker and
left the room hurriedly.
The moral is implicit: the high cost
of tv has brought top management in-
to advertising decisions. And the glam-
or of the medium has made a number
of presidents or other top executives
want to be showbusiness experts.
Said the ad manager of a medium-
size appliance manufacturer: "When
we first went on network tv years ago
the president of the company not only
watched our show every week but sent
a memo of his critique to me every
week.
"And I used to go through dress
rehearsals, as well as ride herd on
the independent producer who made
our commercials. Since everyone posed
as an expert, a couple of our commer-
cials finally had to be reshot.
"Since that time a lot of real spe-
cialists have been developed, and I
find that it's more advantageous for
me to leave the ultimate responsibility
to the agency. We send someone from
our department over just to make sure
our product is displayed the way we
want it to be."
Network tv, particularly, is still a
decision that, where budget allocations
are concerned, is made on a top man-
agement level. Many ad managers
comment that the number of self-stvled
showbusiness experts in top manage-
ment have diminished. But, particu-
larly in family-owned companies and
WGH serves 710,000 people in 5 great
Metropolitan areas. WGH ser
710,000 people in 5 great Met
tan areas. WGH serves 7'^
pie in 5 great Metropo
WGH serves 710.000 peopl
Metropolitan »»•«»«$. WC
000 people
areas. — ''"j^f 1 jf
in 5 grl
serves 710.'
ropolitan a
people ir
WGHs.
Metropc
000 pe
areas. WGH se
5 great Metro
serves 710.000 i
politan areas.
pcoplSm 5 great
Metropolitan areas. WGH selves 710.
000 people in 5 great Metropolitan
areas. WGH serves 710.000 people
86
TKeStattw^Std^r
those with one-man ad departments,
the ad manager must still contend with
advice on the making of the commer-
cials, the show format, etc.
Lack of cooperation in merchan-
dising: This is virtually a unanimous
complaint from network tv advertisers.
The feeling frequently is that network
program exploitation is still in an early
stage and that the merchandising that
is done is sometimes "too little and
too late."
One advertising director, with a 78-
station line-up for a weekend half-hour
show, made a survey of the stations
and found that 42 received newspaper
mats, brochures and promotional ma- j
terial from the network a week or
more after the show originally went on
the air. Only 11 received the material
two weeks in advance, and therefore
with time sufficient to do something in
the way of merchandising.
"Our show is costing us over 83-mil- ;
lion a year," he told sponsor. "You'd
think the network could get on the ball
and speed up the stuff they send out.
Vfter all, they're as interested in rat- l
ings as we are."
Merchandising can also cause a big
headache when the star of the show
won't cooperate. Most admen say that
the seasoned tv entertainers realize that
merchandising is as much a part of '
• •••••••
"Major advertisers are rediscovering
that frequency and reception are still
the hallmarks of advertising, and the
only medium that provides these solid
values at such a low cost is network
radio."
JOHN KAROL
V.P. in charge of Network Sales
CBS Radio
• ••••*••
their responsibilities as their appear-
ance before the camera, but, as one
put it, "the Ed Sullivans are the ex-
ceptions. Most stars put a very narrow
limit on their availability for merchan-
dising. And, of course, the pressure's
on the ad manager from the sales de-
partment and top management both."
Lack of control of tv packages:
"In the beginning the sponsor's word
was law," a veteran tv advertiser re-
called wistfully. "I used to practically
rewrite the scripts when there was a
policy problem. Now the network
won't even let me see the show till it s
on the air."
Even advertising managers whose
program buy provides that they have
SPONSOR
a final okas on the script find that
script su|mt\ i-imi cau-.es a ninnhei ul
headaches.
"These boys with dramatic shows
have a heyday," one advertising direi -
tot 9aid, waving his < igar expressive!)
■cross the desk. "The) should have a
comedy-variet) show like we do. [Tiat's
where the scripl headaches come in.
\\ hal the I ■<- 1 1 good does it do me to
pass on the script? It's usually all
changed b) the day of the show any-
how. And what the star thinks is a
* reamingl) funn) -kit could lose us
hall the Southwestern territory."
Agency relations: \d\ertising man-
ager-' relationships with their agencies
arc a> varied as the backgrounds from
which they come. There's no one right
way, most of them agree, to get the
most out of an agen<\. Some adver-
tising managers make a point of main-
taining personal contact with as many
of the agency specialists as possible,
********
"Farm radio reaches more farm family
homes more frequently and more effec-
tively, at a time ulnn they are in a more
receptive mood, and al a lower cost per
listener than am other media."
PHIL ALAMP1
Farm & Garden Director
WRCA, WRCA-TV, .\crr York
********
even though this cuts into their time
considerably. Others deal almost ex-
clusively through the account execu-
tive and delegate a greater amount of
responsibility to him.
However, most advertising directors
feel that television has further compli-
cated their already-difficult communi-
cations problem with agencies. "Tv is
a major consideration today even in
the choosing of an agency," the ad-
vertising director of a watch company
told sponsor. "You have to work with
a larger number of specialists in tv
than in all other media combined."
\ number of admen complained thai
the agencies, in their effort to get
larger budget appropriations, occasion-
ally base their presentations on prom-
ises they're not sure tbe\ can fulfill.
"I got the size budget which was allo-
cated for this year mainly on the basis
of an agency presentation that leaned
heavily on nighttime spot tv." one man
complained. '"Then when we were
ready to go ahead, the agency couldn't
deliver, and I had to go back and ex-
plain to the treasurer and financial
committee." • • •
SHIFTING ACCOUNTS
i ( ontinued from page 29 i
media, offered these words ol caution:
"Mai keting men exert ise .1 bi
ihiem c on top management, because,
obviously, the) talk their language. In
the agencj the orientation is basically
toward consumer Belling, not the
wholesaler and the retailer. Hence the
agency must guard itself, hoth from
the client position and within the
agency, against the marketing direc-
tor's putting too much emphasis on
other quarters and undervaluing the
consumer-sell objective. If you go
overboard on your marketing man
relationship within the client organiza-
tion or put the marketing man within
the agency in too strong a strategic
position, the result can be a threat to
good advertising. It takes a lot of
background and experience to know
what makes a good media campaign,
and if, for instance, these marketing
people don't understand television,
their influence would add up to bad
advertising."
\\ bile SPONSOR'S inquiry disclosed
that the groundswell of expanded agen-
' \ services and the shifting of corpo-
rate management control w ei e the 1
spit uous l.i' t"i- influent ing the n 1 enl
wave "t quite ■ own-
I" 1 "i othei reasons prevailed some
new, Ipui man) old.
I bej re all • ombined in the follow-
list 1.1 1. 1-.. n- of wh\ advertisers
1 bange agenx ii b :
► Change in top management! I be
president "i 1 bairman oi the board,
holding a big block oi sto< k and who's
been in fin utrol f"i man) . man)
\ ears, has been replai ed l>\ "< ontrai •
tual management," "i 1 lined top-
managemenl ex< • utive.
► Mergers nnd absorption oj corn-
pan) by pun hose: Pari of the 1 tu rent
big trend toward divei sifi< ation of
business or product. Top management,
oi the new ad manage] 1- .1 rule pre-
fers to swing the budget to an igency
In- knows and has been happy with
what he deem- a "ln>t agency.
► Not keeping pace with servicing
trend or responsibilities: Agency ha-n't
geared itself to meet what the client
regards as new and essentia] services,
particularly in the broad areas of mar-
keting, and even merchandising b)
itself. (In its inquiry among important
national advertisers sponsor found
t»e
top
o^c
ace
to
abov»l
tve-«s
bt°a'
bo<*
rkei
BeUeI r set ^oC
• ^elte , \ea«»
be^eI *
(0
osvc
nc»6v
-it ^ , ne^s
to
*****
tbe
b*S
bv
aYs'
oeveI
do*° *" ^beo V
tb"vr»&
o«
iv;
ie»c
0«r V ._„ 0M1 '
at«cu\»«
John E. Pearson Co.. National Representatives
b'^&
28 NOVEMBER 1955
87
that the failure to assume such respon-
-ihilitics may in due time become the
Nil I reason for shifting accounts in
the nondurable consumer goods field. I
► Output not up to standard: Agen-
cy's genera] service has been slipping
when compared to what the client has
been getting from its other agencies.
\\ ilh a competitive yardstick at hand.
it's easier to support a decision to
make a change.
► Weak management approach:
Agency lacks manpower with the sea-
soned business experience and stature
that can counsel with top client man-
agement (a la, for example, Ben Duffy,
Marion Harper Jr., and Sig Larmon).
► Failure to deal with tv competent-
ly: Agency either didn't get going
fast enough to match the growth or
change in television — via creative and
technical services — or its commercials
haven't produced the desired sales re-
sults. Or it could have made a "bad"
program recommendation.
► Losing too many accounts: It's
human to climb on bandwagons, and
it's equally human to sidestep a loser,
if convenient. Says the departing cli-
ent: "Something must be amiss in that
CAPTIVE
*
KGVO-TV
MISSOULA, MONTANA
*Because of its unique geographical lo-
cation, only KGVO-TV . . . and we
mean ONLY . . . airs an acceptable
signal into this stable area having more
than $140,000,000.00 retail sales. Di-
versified economy including agricul-
ture, lumbering, manufacturing, Uni-
versity and government workers makes
these 9 counties
IDEAL AREA TO TEST YOUR
SPOTS' "SELL"-ABILITY
MAGNIFY YOUR SALES
IN THIS STABLE $140,000,000.00
MARKET
University City
•
Rich Lumbering and
Agricultural Area
167 Mountainous Miles from Spokane
bailiwick and it ain't going to be my
account that's last to hold the fort."
► Loss of product, or field, leader-
ship: The product has been riding the
crest for many years, and it has either
slipped or is slipping from the top.
Poor coordination with its agency on
the client's part may have contributed
much to the situation, or the blame
may have stemmed from antiquated
marketing, planning and strategy, but
it's human to rationalize that a clean
agency slate might be one step to re-
habilitation.
► Lack of new ideas, or "they went
stale" : Often the letdown in excitement
is mutual, with the client as culpable
as the agency. After years of the same
faces meeting and the same minds scin-
tillating, the relationship could turn
blase. Or the ad manager had a
tendency to play it cozy: he barred the
agency from getting to the marketing
director or sales manager with creative
selling concepts or techniques and
fumbled over making decisions, with
the result that the agency wras working
in a vacuum much of the time.
► Personal relations: This can be
anything from the client's wife's not
liking the agencyman's wife, to serious
personality defects. Veteran admen
contend that theirs will always remain
fundamentally a personal-relations
business, but there are strong indica-
tions that, because of the changing
character of corporate management,
the client-agency relationship is be-
coming quite coldly businesslike. * * *
ABORN
(Continued from page 35)
was developed from the money from
one tv announcement plus a little extra
new money.
The theory behind Aborn's Boston
campaign is a simple one. It is this:
A good way to avoid too much home
duplication and get wide coverage in.
a market is to buy the same time slots
on a number of stations. In other
words, have commercials compete with
each other.
If, for example, an advertiser bought
an 8:00 a.m. commercial on every ra-
dio station in Boston his combined
rating would be equivalent to sets-in-
use at that time. This across-the-board
technique wrould sweep up into his ad
net practically every listening home.
There would be no duplication except
for homes with two or more radios i
tuned in and this duplication would be
small. There might be some listening
in Boston to stations from outside but
in most cases this would be insignifi- j
cant.
In carrying the theory into practice,
the agency sought to milk its advan-
tages. Starting off with the premise ,
that the advertising would be run to- I
ward the end of the week to catch the
shopping audience, A&C researchers
sought two facts: (1) time of day
when sets-in-use were highest before
the normal shopping hours and (2)
time of day when the percentage of j
women listeners was highest. The
source was Pulse.
It was found that the best combina-
tion of these two was between 7:00-
8:45 a.m. A half-dozen stations were
found generally to be the leaders in
this time period. They are WBZ-A,
WCOP, WEEI, WHDH, WNAC,
WORL — three network outlets and
three independents (all Boston),
nouncements were bought in
around news and music shows,
campaign kicked off 1 October
will run until the end of the year.
To say you're going to buy six sta-
tions at around the same period in
prime listening time is one thing. To
do it is another. The effectiveness of
the technique depends a great deal on
availabilities and budget.
If this were a world without such
problems, A&C's Seydel explained,
the ideal campaign would be set up as
follows: The agency would buy an-
nouncements every 15 minutes during
the 7:00-8:45 a.m. period on Thurs-
day and Friday.
The number of stations that would
be bought for each time period would
not necessarily be all six. If three of
the six stations get a very high per-
centage of the sets-in-use at 8:00 a.m.
only three would be bought. Seydel
1,000,000
WATTS
st in Power
and Coverage
An-
and
The
and
^-^Wilkes-Barre
Scranton
Call Avery-Knodel. Inc.
88
SPONSOR
t
* I
You're
"RIGHT
ON THE
%m
mm
SPOT"...
9
#1
•
I
##
f
. . .the very instant the
spot campaign is being
decided . . . with your ad message
in the 956 BUYERS' GUIDE
TO STATION
PROGRAMING
1 to raj** j--' n ««•"*• pr.<r><*
PRESTIGE?
##ft
i
• J
See how buyers
Coast-to-Coa8t
applaud . . .
and use
BUYERS' GUIDE
U-:
How buyers
everywhere acclaim,
use— and buy from—
'.VCTPQ*
IDE
GEORGE POLK
TV -Radio Super.
BBDO
New York
"When a client wants a particular
audience in a hurry, I use the
BUYERS' GUIDE to establish |
1) which stations were catering t
the audience (in one instance
Negro, in another, foreign.) Then
2) to determine which stations
specialized most in a particular are'
and would be most effective."
ARTHUR B. PARDOLL
Director of Broadcast Media
Foote, Cone & Belding
New York
"One of BUYERS' GUIDE'S great
advantages is that it saves time
by providing information in easy
to use form. Of particular value
are the specialized directories."
ELAINE OGLE
Timebuyer
N. W. Ayer
New York
"In the last year we've had severa
accounts interested in reaching the
Negro market. Before BUYERS'
GUIDE to Station Programing ib
was difficult to find stations that
beamed broadcasts to this markej
Now we find it with ease."
ANDREW VLADIMIR
Radio-TV Plans Director
Gotham-Vladimir Adv.
New York
"In our campaign for Japanese
King Crabmeat I looked in
SPONSOR'S BUYERS' GUIDE
and searched out the TV stations in
the 5 markets we'd chosen that
had a large homemaking schedule
and which were equipped with
operating kitchen sets."
JOHN MORENA
Tihiebuyer
Cunningham & Walsh
New York
"One day recently an account
executive called me and said, 'I hav
a client in my office who is
interested in Negro and Spanish
television. What stations program
for these groups?' I was able to
answer this question immediatel;
through BUYERS' GUIDE.
KATHRYN SHANAHAN
Timebuyer
Morcy, Humm & Johnstone
New York
"The BUYERS' GUIDE is most
valuable recommending a campaign
for a product to reach women,
for instance. Almost at a glance
you can ascertain the stations
with Homemaking programs. It's a
great timesaver in many ways."
LESTER ROSSKAM, JR.
Advertising Mgr.
Quaker City Chocolate
& Confectionery Co., Inc.
Philadelphia, Pa.
"Problem: Which TV Station in
eleven major markets?
Solution: Used BUYERS' GUIDP
data for name of station with
high percent of child shows. At
agency level contacted station
rep as indicated in BUYERS'
GUIDE. Double envelopment
tactics yielded fine time slots on
best station for us. Thanks for
assist BUYERS' GUIDE!"
JOSEPH BUDACK
Timebuyer
Warwich & Legler
New York
"I like the whole idea of the
BUYERS' GUIDE. The most recent
example I can give of the
innumerable hours that it has
saved me is in the Negro
and Spanish station sections."
JEANE SULLIVAN
Timebuyer
Wyatt and Schuebel
New York
"Many times clients ask us which
stations are best to reach their
market. I've used BUYERS'
GUIDE innumerable times to get
the answer for them."
LLOYD
\ubuyer
At Kiiinnii II
■ York
"The way I've used it is to gel »
picture of the personality of the
different stations In the different
market*. This is n< in 01 dei
to get a stat ion that Bupplie -
the right mood for tin' product
we are advertising."
U
IACDONALD
JorgriiNoii Inc.
Vnn.lis
•• $6,000, I local agency
handling national accounts leans
heavily on BUYERS' GUIDE."
N I . GROSS
) <1 TV Director
. Humphrey.
§ & Richards
» Nork
"I can definitely attribute a $170,000
campaign to BUYERS' GUIDE."
CLIFF BOTWAY
Timebuyer
Dancer-Fitzgerald-Sample
New York
"BUYERS' GUIDE, by giving
program information, audience
interest and appeal, provides the
key to station 'personality' in
one handy unit-information that
previously had to be gathered
from long experience and contact.
Ml RPHY
tebuyer
IBDO
w York
"When one of our clients decided
buying a 15-minute TV show on a
local basis over 192 stations in
major markets for 26 weeks, we
turned to BUYERS' GUIDE
for information on the selection of
the best stations that would help
us reach a young adult market."
EVELYN R.
VANDERPLOEG
Timebuyer
Arthur Meyerhoff
Chicago, III.
"With clients interested in special
audiences, such as farm, Negro,
Mexican-American, etc., we have
been able to come up with some
quick, specific facts about these
groups."
[ ! SHANNON
mebuyer
I er Thompson
York
"I use it as a 'tool' in pre-selling.
It's used in determining whether
it's possible to deliver to clients a
spot campaign to a specific
segment of the market."
KAY OSTRANDER
Timebuyer
Dan B. Miner Co.
Los Angeles
"I use BUYERS' GUIDE TO
STATION PROGRAMING as a
key to safe buying for clients
who use live commercials."
1
1
KAY KNIGHT
Timebuyer
Gordon Best Co., Inc.
Chicago, HI.
"When called into a client meeting
I collect my Rate Book, myself
and my BUYERS' GUIDE and off
I go, confident that if I don't
have the answer on a station's
programing my BUYERS'
GUIDE will come to the rescue."
•
:.!
Why BUYERS' GUIDE exerts so powerful
an influence on spot buying decisions
J_. 1956 BUYERS' GUIDE tells timebuyers how many hours per week
your station devotes to each of 10 principal programing categories.
o
i-t. 195G Bl/iERS' GUIDE gives timebuyers invaluable directories of
stations appealing to specific groups and tastes -
fits your station into the program categories you concentrate on.
1956 BUYERS' GUIDE gives timebuyers basic data on studio facilities
film specifications, and slide specifications of TV stations.
1956 BUYERS' GUIDE for the first time enables timebuyers to
pinpoint character, audience interests, and facilities
of your radio and TV stations.
1956 BUYERS' GUIDE encourages
advertisers to use MORE spot!
-L. It makes it quick and easy to whip up a spot campaign.
9
Li, It brings to spot new advertisers who previously thought their
product too specialized.
9
O. It gives current spot advertisers new campaign objectives.
t:. It makes spot campaigns more effective by permitting more
scientific selection of station - thereby enhancing the value of all spot
1956 BUYERS' GUIDE ADVERTISING FORM
SPONSOR SERVICES INC., uo east mh st., new york i7,n.y
Please reserve following space in the
1956 BUYERS' GUIDE TO STATION PROGRAMING
□ double truck . . $900
□ full page
$450
7x10
□ two-third page . $330
vertical i^%ilO" deep
□ half page .... $265
horizontal 7xi% deep
NOTE TO CONTRACT ADVERTISERS: Earned contract rale Including frequency
discounts, applies to BUYERS' QUIDK and PALL FACTS liASlcs in addition
to regular Issue.
NOTE TO ALL ADVERTISERS: ir HIYtKS GUIDE and FALL FACTS
BASICS are purchased In combination, additional 10% discount applies.
□ I prefer placement in Master Directory
□ I prefer placement in category listings
n I prefer front of book
Firm
City
Zone
^State
CATEGORY
LISTINGS
RADIO
Children
Classical Music
Farm Service
Folk Music
Foreign Language
Mexican^A merican
Negro
Popular Music
TELEVISION
Farm Service
Feature Film
Homemaking
Special Facilities &
Film & Slide
Specifications
Specialized Appeals
Sports
Name
estimates thai under ideal « onditions
of tin- radio seta in use during
a given morning time period on eithei
Hun -il.i\ and Frida) could be cor-
raled on the -i\ stations with thi-
technique.
In actual practice, of course, a lot
of good slots are jn-t nol available
and budget limitations crop up, too.
However, during .1 recent week the
talk of announcements came t<> 25
over a period of two d.i\-. On ihv;i-
sit»n. A&C will bu) Wednesday oi
Saturday morning to fill in holes and
it is. natural!) . alwa) - on the lookout
■ Mid availabilities opening up.
This i- nol the firsl time Seydel
ha- used this method. For the first
National Home Furnishings Shom in
New \ork (at\*s Grand Central Pal-
ace -i\ years ago, the agenc) boughl
time across-the-board on almost ever)
Station in town, morning, afternoon
and evening during peak listening pe-
riod-. Client spenl 82,000 a day for
eighl days. Objective: a big box office.
I lie idea of spreading out Stations
buys to capture a liijih share of audi-
knee 1- getting increasing attention
tlie-e days. \ variant of the \\C ap-
proach i- being pushed |.\ \\()R. New
■ ork. The station, in aiming its sales
ammunition at the music-and-news in-
I dependents, uses Pulse figures to argue
that the advertiser who buys a num-
ber of them is duplicating his audi-
ence. By substituting a station with a
Bifferent type of program for one or
more of the music-and-news stations,
the presentation says, the advertise]
can actually reach more different
homes.
Here are some figures \\ OR uses to
nail down its point. An advertiser
who buys, say. three music-and-news
stations in New York i\\\l\\
WMCA, WINS) has a daily undupli-
cated audience potential of 40.6r; of
all radio families in the area. Substi-
tuting \\ OR for WNEW increases the
potential to 50.9; substituting WOR
lor WMCA increases the potential to
K : substituting WOR for WINS in-
reases the potential to ">(..]'; .
All advertisers do not seek disper-
sion of audience, of course. Many
eek to hammer at the same homes
iver and over. And. in some instances,
gencies and advertisers have different
deas as to the best Way to saturate a
narket. F.mil Mogul, agency for Mon-
rch Wine Co., prefers to do a fairly
omplete job on one station in a mar-
et before buying another 1 see " 'Man.
ob Mania* hewitz' what ■ spot
paign!" sponsor, I] O tol ei 19 •
SPONSOR'S \lani-. h.w i|/ ;(< ..
in part : "Monan h would rathei do a
thorough selling job on one
audieni e, thou ;h it ma} I e .1 small
one, than a attei its shots 01
audience. Reason ;oes back to the
theor) oi radio u employed in
the M..11.11. I, . ase radio's effi
foi wine is believed to be a function
"I ad repetition. I his means that it
ia not primaril) the penetrative powi 1
"I lnr individual commercial thai
counts, bul the accumulated
quencj ."
>s"1 thai \l 0111 1- going all out in
its across-the-board t© hnique. \- .1
matter of la. t this to hnique is onl)
part ol it- over-all ait advertising ai d
onlj part of it- air advertising in Bos-
ton, which i- on.- of two New I ngland
market- where \M i- putting extra
pressure.
This can be-t be explained l>\ going
back a bit. The Aborn people had
been coffee blenders for about 70 years
but until World War II. had blended
most!) for private labels. W hen the
war-caused coffee shortage came,
Aborn -aw a - hance t.> sell more cof-
undei it- own nun. .n,,| . 1 ■ • 1 -.,
W hen tin- w.u w.i- over, however, the
firm lost ii- 1.1 id outlets to the 1
lished brands • . on the
market, thorn m ide little use -f
*'" "d met! I the brand -lid
down 11
tei Martinson bou hi tl,.
it did ver) little hut sporadii
until lh,.
"i with problem.
I In- ■ offee I u
liv an. I while ll;c \|..,-
known somewhat, thi 1 mm h
1 step foi tl.
was 1.. stop the downward sal
Hie -ii.it. . wa- t.. push ..- hard
possible in Boston, ami -,-. ondl) Pi. -v.
idence, while performing a holdinj
tion 1l11.aiLd1.Mit the rest ..f \
I he budget proi ided foi I" ..t the
mone) to go int.. air advertii
the rest to print. I h • I -,.t-
of trad.- magazin - in the gro er) field,
the consumi 1 ,-. / ,
(distril iit.-d in New England bj I irst
\ itional Stores, V u I ngland's I
esl
newspaper ads in Boston and Pr..\i-
den< e.
SOUTHWEST VIRGINIA'S ftlCUte^i RADIO STATION
NIELSEN
SAMS
BMB
PULSE
HOOPER
ETC.
wu uAowe
/
Use the measurement YOU like . . . be-
cause for 31 years ... in ROANOKE
and Western Virginia the R WHO answer
always comes out WDBJ:
Ask Free & Peters!
E»tabli«hed 1924 • CBS Sine* 1929
AM > 5 OOO WATTS • 960 KC
FM . 41.0O0 WATTS ■ 94.9 MC
ROANOKE. VA.
Owned and Operated by the TIMES-WORLD CORPORATION
», FREE & PETERS. INC.. National Representatives
a NOVEMBER 1955
89
For its holding campaign, A&C
bought two regional radio networks.
I in the Yankee Network the agency
bought two announcements a week in
early morning news. It bought a worn-
an's service show, that accented food,
on the Granite State Network, a seven-
statiou chain, most of whose outlets
are in New Hampshire.
In Providence, the schedule called
for six radio participations a week and
the agency also arranged to have the
coffee given away as prizes on other
shows. In Boston, it called for four or
five a.m. announcements a week in
women's service shows, some early
morning radio announcements plus, as
mentioned previously, a nighttime vi-
deo announcement, later canceled to
buy the across-the-board campaign.
So far, these are the results of
Aborn's 1955 campaign, according to
the agency.
Aborn still has a long way to go,
hut Martinson and its agency feel it
is on the way. * * *
ROCHESTER
N.Y.
WHERE THERE
IS A
WILL
THERE 15
A WAY'
s4*tct tHe
cutty id
cvitfi . . .
WILL MOYLE
Leading deejays today across the coun-
try include WILL MOYLE, WVET
Rochester . . . refreshingly different."
BILLBOARD said it and we're glad —
and your client will be glad, too, with
results the Will Moyle way on WVET.
the "Independent'' Network station.
5000 WATTS
80 KC
Honored by
Stan Kenton's
recording—
"ACCORDING
TO MOYLE"
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
WITTING
{Continued from page 34)
delphia to come into town to buy. We
sold the idea that "if they can't hear
you, you can't sell them." And the
local and regional advertisers under-
stood and our business zoomed.
\At the same time, did the na-
tional business go up?
A.
I | Oh, yes. The typical agency
timebuyer is a slide-rule guy. He bu\s
ratings in each market. By now WBC
radio began to look pretty darned
good in ratings. So, wherever he had
been buying, the timebuyer stopped
buying, and he began to buy ours.
\l\oiv. at the same time, you es-
tablished something fairly new — your
own programing setup. You brought
in Dick Pack and, later, Bill Kaland.
Did this contribute to progress?
A.
I Very much. Dick Pack was the
first new program man who agreed to
join us, and Dick had the happy com-
bination of having been exposed to
both network thinking and indepen-
dent station thinking. Dick had been
at NBC before he joined us.
Dick knew the problems of multiple-
station operation. He had both radio
and television station experience. He
understood the station program man-
ager's problem of programing around
network option time. He had, in our
opinion, the right combination of ex-
perience to solve our problem. Bill
Kaland had heavy independent experi-
ence. And he, too, is extremely crea-
tive, and he has demonstrated that
at WBC.
Q.
\How do they operate? Do they
go around to your stations and analyze
the troubles?
I A.
I * They keep a constant check not
only on the ratings of WBC stations
but on the other stations in each mar-
ket. They are, you might say, the
traveling trouble shooters.
They have produced a highly suc-
cessful jingle series for us. This series
is being used on all our radio stations.
Pack and Kaland also serve as pro-
ducers of our headquarters-produced
public service programs.
\ oiv, Chris, let's move away
from the specifics of the WBC stations
to the industry at large. In what direc-
tion should radio programing move
today, to build the largest possible
audience for advertisers?
A.
(The broadcaster must be a man
who has his fingers on the pulse of the
public; who knows what they want;
who is quirk to recognize a change in
its taste; and who doesn't hesitate to
trust his own judgment in meeting the
change.
I think, for example, that if a broad-
caster is convinced that the music-and-
news concept is the ultimate formula
and retires and gives no further atten-
tion to his station, he will probably be
out of business before long.
He must be alert to change.
He must also remember that what
the public wants in New York City
isn't what they want in Fort Wayne,
Indiana.
If he spends his time at the 21 and
the Stork Club or on Madison Ave-
nue exclusively, he certainly won't
know what the people in Fort Wayne
want. He must know his community to
run a station successfullv.
W hat are some of the mistakes
you have seen advertisers make in
selling via radio?
"It's just that KRIZ Phoenix al-
ways insists on 'point-of-sale-tie-
in'."
90
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STARR
YELLAND
Here's
Your Man!
for SELLING afternoon
Women's Audience • Sports
Audience in DENVER
You're face to face with
Starr Yelland — sellingest
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Check into it with your KATZ man.
CBS Television in Denver
|\L& Channel^
Denver's Highest Powered Television Station
A.
I he principal mistake advertis-
ers have made was with the typical
shoestring commercial. I believe that
the average individual doesn't want to
know when he is being sold.
If he can be subtly informed that a
product is good, he will buy it. The
message should be sincere and, if pos-
sible, fun to listen to. Despite the
heavy commercialization in certain
time periods which follows this pat-
tern, the audience sticks and the show
is sold out. Klaven and Finch on
\\ \ I \\ prove this point, it seems to
me.
Good radio today turns away from
the disturbing "pitch" which you and
1 used to hear some vears back.
Q.
On the subject of network radio
— you were one of the foremost oppo-
nents of Weekday on .\BC. What is
your present thinking about this net-
work radio selling technique now that
you are a client?
A.
1 knew this question was going
to come up.
I have opposed the efforts of the net-
works to get into the national spot
business, because in my opinion the
formula they had devised was not good
from the station operator's point of
view.
The network plan, it seemed to me,
was directed toward taking away what
had been traditionally considered sta-
tion revenue.
A buyer of time, doing his job.
should want as much coverage and
time as he can possibly get for the
least number of dollars. Now, as you
say, I have become a buyer. Does my
viewpoint on Weekday change? Obvi-
ously it does. But I still say the station
shouldn't suffer to the advantage of
the network.
Q.
\There are those who say that
the networks are now making a valiant
effort for which they should be highly
commended but that following this, if
not successful, the networks will be-
come something akin to a franchise
service, very much like the AP or UP.
Do you feel that this will be the future
in network radio?
A.
I iAs a matter of fact, I have
suggested to NBC that a programing
service for which the station operator,
would pay might be the answer. I be-;
lieve not a single station operator
in this country wants the networks to;
lose money. But, in like token, I be-
lieve the network should not expect
to make money at the expense of the
station.
Our own economic study, at WBC,
of Monitor has indicated that we would
lose money is we accepted it from
one end of the day to the other. Our
studies further indicate that the net-
work would make a lot of money with
Monitor. The revenue which would
customarily be earned by the stations
would be transferred to the network.
I am certain that no network wants to
see its stations go out of business.
Therefore, I believe that ultimately
there has to be some compromise.
Stations must continue to perform
a local public service. This responsi-
bility must not be abdicated. The net-
works, at least in the past, have also
performed a national public service.
If the economics of advertising can no
longer support a national network as
we have understood it, this doesn't
necessarily mean that the public should
be deprived of either the national or
the local public service.
I am certain that everv radio station
operator in this country would be will-
ing to subsidize the network on some
sort of fee arrangement, so as to pro-
vide the public with continued national
and local public service.
I truly believe great harm would be
done to our communication system if
stations found that their revenues
would only permit them to act as slave
stations to the networks.
Q.
[What problems did you face
with the WBC television operation
when you took over in 1953?
■i,
A.
Fortunately. WBC television
was healthy. We had the first televi-
sion station on the air in New Eng-
land. That was WBZTV in Boston.
Westinghouse had started that station
from scratch. Westinghouse had al-
readv purchased WPTZ in Philadel-
phia several months before I joined
the company.
Since that time we purchased KPIX
92
SPONSOR
111 San I i .UK i- n and K I >K \ I \ in
Pittsburgh. Both of these stations were
in health) condition and 1 •• »t li were
under able managers. Harold Lund in
Pittsburgh is an able man. Phil Laskj
in San Francisco is probabl) the finest
example <>f a successful Vmerican
broad* ,i~Iit.
\\ I- had n<> real problems in televi-
lion, except perhaps in certain operat-
ing area- an over-emphasis or an nn-
der-empbasis. from the new WBC point
Of \ iew.
H hat about It estinghouse and
color tv?
A.
.We announced this week that
«i' are in production with a new 22-
inch rectangular color tube.
\.>u. this is the first announcement
by am manufacturer of a rectangular
color tube. Westinghouse is going to
do plenty in color.
But at this time I would rather not
disclose the number of color sets we
plan to put in production when the
present ~t r ikr is o\ er.
Q. I
// hen do you think color telex i-
sion will hare its first big year?
A.
.» I'll, that depends on the na-
tional economv.
W lien I got into television, people
thought of the tv set as something like
wltitiu all tires or like a second car.
Nice if you could afford it. Pretty
soon, though, tv wasn't a luxury any-
more. A black-and-white tv set became
a necessity, like any other appliance
in the home.
Now today people think of the color
"Good morning, gents. Been listen-
ing to the All Night Club' on
KRIZ Phoenix?"
28 NOVEMBER 1955
-it the waj the) thought <>f the black'
and-white set in L947 oi L948. Well
see the same pattern in public think-
Color tv will become a necessity.
//<>/< nell tue \oill h StOtWnJ
handling the problem of finding time
jot all those advertisers nli<> want in
on tv?
A.
\\ e had bettei a-k the nl\ ei tis-
bout that.
<!•
) on are nou an a<li ertisei .
It hni do you think the advertisei is
entitled to as far as that is concerned?
A.
It's fundamental that the fel-
1d\\ who gets the best corner to sell his
newspapers makes the most money.
\nd the advertiser who had sense
enough to get into television in the
earl) days and now has a good spot-
well. I think the Johnny-come-latebj
should not get anything of an advan-
tage over the man with foresight.
Is it important for the televi-
sion station to be strong in its origi-
nation of programs?
A.
Definitely. I think our histor)
in radio demonstrates that we can't be
dependent upon networks for all of
our programs.
I I/5 film programing important
to a station as a source of local pro-
graming?
A.
fes. However, I think we must
watch with vigilance the public's feel-
ing about film programing. At the
moment, film has wide acceptance.
Phis might change . . . next vear.
Q.
There are a lot of film ti shows
today far better than anything that
was developed for radio by the tran-
scription people. ) 011 agree?
A.
Yes.
Q.
) mi feel that this development
healthy tlung?
A.
I do. I 1» lieve thai the 1 il
would indii ate th it in most time
riods the networks dominate probabl)
80' i of thi available audien e. Man)
majoi 1 'i iea have m< ins than
there are networks. New 1 "ik has
-1 ven - 1 . 1 1 i • » 1 1 - . I he Ioh ratings <>f the
non-network stations Bhow th<- pro-
. raming fare the) pro> ide 1- not com-
petitive. G I lilm will do much to
1 ven "II the dominant e <>( the network
stations, and the public will benefit.
1 Jf you were to return to broad-
casting five years hence, what chai
<lo you thinh you uoithl find?
A.
In telc\ ision I think J ou would
probably find lots of color. I think
we would find miniature sets bem-
used. More programing on film. More
remote pick-ups. Better news shows.
We »ill ^ee most commercials in color.
WHEN PROGRAMMING IS
RIGHT FOR AN AUDIENCE,
A SPONSOR CANT MISS
. . . and if you want
TO HIT THE Shreveport
NEGRO
MARKET,
HERE'S THE
Man WHO CAN
HELP YOU
. . . IT'S WILLIE CASTON,
Uncle Bill to 50,000 Negro
Families — Faithful KANV Followers
From 8-10 AM. Mon thru Sat Uncle
Bill with his daily Spiritual Program,
moves his audience to move stock from
merchants' shelves.
It's PERSONALITY SELLINC that mar
be equaled, but never bettered.
Contact Rep. nearest you or write, wire
or call C V. Wilson. Mgr. Dir for
availabilities.
KANV
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250 Watts
DAYS
SHREVEPORT, LOUISIANA
93
portrait of a market
. . . where these factors combine for your sales' success
. . . a proven high-income industrial
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Serving Albany, Troy, Schenectady, N. Y. and 30 counties of New York and New England
WRGB
A General Electric Television Station • Represented Nationally by rxncl SPOT SALES
94
SPONSOR h
1'hi- will cause a great change in the
;ing of merchandise.
If hat kind of sutiuation do \<>u
tlnnL we ii ill have in color?
, 1_ Probabl) W, ■ . Bui ask me thai
bin in L957.
\lloii about rmlio five years
from now?
A.
Radio w ill be e\ en 1 xt i cr than
ever, and television will be better than
aver.
<>•
1 1 on man) television stations
will there be five years hence?
A.
from now.
I think 800 stations five years
<>•
/// profitable?
A.
I think stations can't live ver)
bng unless they are profitable.
^* \There are about 2.7DI) radio
stations noic. How many do you think
there will be five years from nou ?
A.
No more than there are at pres-
ent. 1 think the air is just about sat-
urated. * * *
representing*!:
New York — Richard O'Connell, Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
SPONSOR ASKS
i Continued from \
I o help this situation, we are nom
trying t<> make ai rangements for a pub-
lic viewing room in midtown Manhat-
tan. \\ e expe* i i<> have from eight to
In ( oloi Beta working all the time, and
if our estimates hold up, about a mil-
lion people should come in to see coloi
[\ their during about a Bix-week
period.
In that Bame vein we're giving all
possible assistance t" dealers who -how
initiative in trying to Bell coloi Bets to
restaurants, tavei ns and bai -. I lere a
large number "I people will be able to
Bee color and, in turn, the) II want it
at home. Mid all, the Bets in public
places w ere a verj important factor in
the quick saturation "I black-and-
white t\ .
While I can't reveal actual figures,
General Sarnofi has stated that Bruno-
New "loik'- billing for color tv set-
will far exceed those for black-and-
white sets in 1956, and we know that
he'll be right. That should indicate
that RCA, as well as we, feel strongly
that color will be seen in more and
more homes all the time.
MOT f,\V>i M/ COLOR SHOWS
Manager, tv ilepartment of big
Veil York department store. (Store policy
prohibits the use of names)
• \\e\e got two on the floor — a
Magnavox and an RCA — and one of
them is connected for demonstrations.
But it hasn't proven a good investment
for us. We've sold one set to a Bronx
housewife in all of 1955.
It isn't only the price. Certainly, if
we could offer sets for $400 they'd be
a lot easier to sell. But still, first of all.
there aren't enough programs. On
Channel 4 they've got quite a few now.
and Channel 2 has one every once in
,i while. 1 > ■ 1 1 there are ill the othei
■ bannels, and even on those two I
mentioned, most oi the real hi:-' favor-
ites -He in Mi' k and white. I he) .i-k
me: "It I bu) the set, will I be able
t'. see / / ."' '• I ii< \ in « oloi . \\ ell.
the) v. on i and I have t" sa) so. I he
e w nil Dragm t and v'* I 000 Q
tion and liiliui Godfrey and all those
othei shows.
\n.l \ .,ii have i" be a real expert to
tune these sets. Before Matinee the)
have thai kaleidosi ope effect on the
screen. It looks real pretty, but we
don t know what the i olon are - u |»-
posed t" be. So we tune it in as best
we know how and tin- ln-t time a face
-how- on the screen, it's green. Then
we've gol to -tart fiddling again and
before we gel it right, the customer
think- that the set isn't reall) mu< h
good j el and decides t" bMi k m itb
black and white or. worse yet, with
the old set he's had for a couple of
years alread\.
It would help us an awful lot 'and
I should think that one of the main
reasons for Matinee'* being in color, is
so that we dealer- have something to
show our customers i if the) would,
for five minutes or so, transmit a color
photograph of a face or a color < but
NORTH CAROLINA'S
GOLDEN TRIANGLE
ALU
HIGH POINT
GREENSBORO I
*
TO Tr- BIG VOIC
RAD I O
WINSTON-SALEM
NORTH CAROLINA
JEQ
f WINSTON-SALEM
4*}f ! GREENSBORO
'^ i HIGH POINT
SOOO W • «CC KC • w«
HEADLEY-REEO RtPotSEST»TivE»
28 NOVEMBER 1955
95
oi something bo that we have time to
tunc the sets.
And there.- another problem. A
color set isn't much good in a small
room. You've got to be about 15 feet
away to get a good picture, anil that 8
true whether you look at a black-and-
white or color show on a color set. But
how many people in New York apart-
in. tits have roo menough for that?
They get up close to those 21-inch
colo rscreens and they see all the dots
and in black and white they see the
color spill, and they decide the set's
no good.
And last, but by no means least,
whoever keeps putting out that pub-
licity about sets getting cheaper is
hurting the sales. People don't want
to pay over $700 and then find out
that three months later they could
have gotten the same set for a couple
of hundred dollars less. But you read
it all the time: "As soon as color re-
ceivers get cheaper. . . ." Well, if you
ask me, the only way they'll get
cheaper is if enough people buy them
so that they can produce them in
larger quantities.
IT'LL TAKE THREE YEARS MORE
gives you
All:
Market • • .
Coverage • • .
ftogramm/ng
Contact us
ot etll your
John Blair man
TODAY!
890 KILOCYCLES • 50.000 WATTS • ABC NETWORK
Leonard Agins, manager, tv department
Kurvette Stores, Mew York
• We cater to all kinds of people —
rich and poor, housewife and business-
man. But we're a discount house and
when a customer comes in here we
know7 he's looking for a bargain or a
good deal. They seem to know all the
angles before we have a chance to start
selling.
The price isn't too bad, at least not
the way we sell. It's about like the
high-priced black-and-white sets. But
you take the service contract. . . . The
distributor insists that it goes with the
sale, and we're all for it because it
takes us off the hook. But the buyer
knows immediately that as long as he's
forced to buy a service contract, some-
thing is likely to go wrong with the
set. So he gets cagey.
People don't realize, hut it takes
months to learn to tune those sets cor-
rectly. In the meantime they get fuzzy
pictures and color-drift and the next
thing you know, they're dissatisfied
w ith their sets.
We had three this year and we sold
them. I don't have any now, but I
guess I'll put a few in again. One of
our troubles is that here, with electric
gadgets goin all over the place, wre
don't have ideal reception ourselves.
And you've got to be able to show
how it looks. Usually the people who
buy color tv sets from us are those
who've seen one in operation some-
where else under ideal conditions. They
already know that they want to buy
one when they get here, and the only
reason for coming to us is that they
save money.
Still, to sell regularly it's got to be
on display. People are funny: they
want to touch and fool around before
they buy.
Personally, I think it'll easily take
another three vears before color tv
stops being a novelty and gets to be;
the regular thing, like black and white
is today. Too many people still say,.
"It's beautiful, but who needs it?"
It's when there are enough of them
around that the keeping-up-with-the-
Joneses element enters into it, that
color will really begin to take hold.
Then it'll be a matter of pride, like
trading in last year's car, though
there's nothing really wrong with it.
But that's a long way off.
Of course, if RCA went into it whole
hog, like they did with the 45 rpm
records, they could shorten this time
considerably. But it would cost them
millions. Still, with RCA one never
knows. * * *
ROUND-UP
{Continued from page 51)
Portable tv sets are now a sales tool
for time salesmen. K ABC-TV, Holly-
wood, has just introduced a new sales
method for its seven time salesmen.
When calling upon clients and agencies,
each of the seven men is fully equipped
with the traditional briefcase plus a
32-pound portable tv set.
KABC-TV salesmen already report
noticeabale sales increases. They claim
that negotiations that had previously
taken weeks or months to complete
because buyers couldn't get away to
watch the shows, are now signed in
record time, particularly when it's a
question of a morning or afternoon tv
show.
The idea was introduced by Elton
Rule, KABC-TV's general sales man-
ager. Says he: "Radio has long used
this method with portable radios. But
who would have thought a tv set would
one day be developed that would be
light-weight and functional enough for
such similar selling?'"
Tv produced quick results for Necchi
Sewing Machine Sales Corp.'s contest
Within three weeks on NBC TV's Ding
Dong School, the letter contest, "When
should children begin to learn how to
V
m
$99.00 INVESTED in the
NASHVILLE, TENNESSEE
NEGRO MARKET
SOLD $3,500.00 in appliances
v. WSOK
96
SPONSOR
sew?" 1 through Gre) Advertising) iz«»i
ID.iMM) replies.
\li»* I- 1. in. r~ i Frances Hoi h ich » .
founder and stai ol the t\ -~ I k > ^^ - had
announced the contest, with ii* prizes
ol 1,000 children's sewing machines in
■ward fur the best letters.
• • •
Animated movie techniques are now
possible with motorized camera and
hi work mechanisms. John Oxberry,
The Animation Equipment Corp., New
Rochelle, N. Y.. is currently exhibiting
,i new 30-minute, 10 ram. sound film
\Nitli one color sequence to show the
nrw techniques anil how they're
achieved. The entire film is devoted to
animation techniques.
Several zooms are shown, with auto-
matic camera focusing from a 30 field
to a 3 field at high and low speeds
both. There are Buch samples of hi-
motion as a zoom combined with a
pan or an east-west pan combined with
a north-south pan. There are sequences
in 3-D color animation, explanations
of varying uses of art work.
Virtuallj every technique is illus-
trated through clips from already exist-
ing commercials, such as Griffin polish,
Marvel oil, Ipana toothpaste. Yonkers
Racew ay, Tastykake. Chatham blankets,
Lysol, Lustre Cream Shampoo. Modern
Form foundations. Black Flag. Old
Cold and Croslev Rendix.
"Strong public service programing
pays off," says WKLO, Louisville.
This station took an unsponsored
afternoon newscast and built it around
worthy public services. It selected the
Ground Observer Corps to benefit from
the time on a continuing three-day-a-
week basis, the remaining weekdays to
go to other good works. And instead
of using "canned" plugs, WKLO built
each one-minute Ground Observer
Corps commercial around an interest-
ing member of the Louisville chapter.
Results were immediate in terms of
listeners gained: one featured volun-
volunteer gathered some 30 women
from her woman's club around her
radio the day her story was aired. A
recent broadcast brought the Louisville
Air Defense Filter Center five tele-
phone responses within 15 minutes fol-
lowing the broadcast. Said Air Force
officials: This individual recognition of
volunteers will help keep members
after the noveltv has worn off. + * *
n Television commercials represent creative
energy expended during countless man-hours
of hard work.
To let the slightest element in their presentation
go wrong is a waste of talent, time and adver-
tising dollars.
That is why VVBEN-TV "guides your com-
mercials" from copy checking to control-room
shading . . . from film room to studio floor.
And no television station in Western New York
is better equipped for this important job. Pio-
neer since 1948, VVBEN-TV has developed
skills and techniques to the point of perfection
that counts most when "you're on the air."
You buy "QUALITY" when you buy WBEN-
TV — and it costs you no more. In considering
vour next TV move in the Buffalo market, con-
sider — first — WBEN-TV.
Your TV dollars count for more on CHANNEL 4.
WBEN i^TY
WBEN-TV DELIVERS
Western New York is the
second richest market in
America's richest Stale. And
— WBEN - TV delivers this
market as does no other
television station.
CBS NETWORK
BUFFALO, N. Y.
we
INTV
rtttm flirt T
Harrington, (lighter and Parsons. Inc.,
New York, Chicago. San Francisco
28 NOVEMBER 1955
97
"My Little Margie"
Mondays thru Fridays
4:00-4:30 P.M.
Three l-minute spots
available within the
show at regular rates
"Million Dollar Movie"
Sundays 1:30-3:00 P.M.
— also —
Sundays 11:00-12:30 Nite
Minutes available
at no premium . . .
film and slide com-
mercials only.
Write, wire or phone
WEED or the Station
for rates and avail-
abilities.
Channel 4
WFBC-TY
Greenville, S. C.
NBC NETWORK
Represented Nationally By
WEED TELEVISION CORP.
wsiatars
11 ate
«&
C. If. Carter has been named vice president in
charge of the cough syrup, cough drops, and Sof-
skin departments of Vick Products Division, Vick
Chemical Co. In addition, he heads up the sales
and sales promotion departments. Since joining the
firm as a divisional salesman in 1945, he has been
assistant sales manager, Canadian manager, product
manager, and. most recently, group product man-
ager. Other vice [/residents appointed to the prod-
ucts division are J. G. Morrison, in charge of
I upoRub, Va-to-nol, Inhalers, and Lozenges: and
H. A. Shall, in charge of new product development.
G. Warren Sehloat Jr.. young veteran radio-
tv producer, has joined Compton Advertising Inc.
as vice president in charge of television commercial
jiroduction. At William Esty for the past two years
he was senior executive producer and administrator
of the television department. Before entering
agency work Sehloat spent several years as a de-
partment editor for Look. His career started with
Walt Disney's Holly wood studios, where he was an
animator and story director. Sehloat has also
authored a series of books for children.
floiifilri ff. .tfc'Gaimoii becomes president of
II estinghouse Broadcasting Co. Inc., succeeding
Chris J. Witting, who has switched to the post of
vice president-general manager, Westinghouse Elec-
tric Corp.'s consumer products division (see page
32) . McGannon had been vice president-general
executive of WBC since January 1955. Before that
he was associated with the Du Mont Network as
assistant director and was general manager of its
oivned-and-operated stations from 1952 to 1955.
Only 35, he has practiced law in A ew York and
been active in the construction business.
Irving .4. Fein has been appointed to the newly
created position of vice president of CBS Radio in
charge of sates promotion, advertising, and press
inojrmation. He will headquarter in New \ork.
Previously he was director of publicity and exploi-
tation tar CHS Radio. Hollywood, since 1953. Fein
joined the network in 19 18 after it had bought
Amusement Enterprises Inc., of which he was
advertising and publicity director. He had, prior
to that, been the publicity and or exploitation direc-
tor for several motion picture companies.
98
SPONSOR
looking for coverage
look to wfmy-tv!
For on-the-ball coverage — for outstanding sales results in the Prosper-
ous Piedmont section of North Carolina and Virginia — make sure you look
to WFMY-TV. WFMY-TV can play your entire sales-game. No substitutes
are needed.
With more TV selling experience than any other station in the Pros-
perous Piedmont, WFMY-TV completely dominates this 46 county area
where there are more than 2 million potential customers for your product.
Full 100,000 watts power, plus the only basic CBS programming in
the Prosperous Piedmont means increased sales and profits for you.
Call your H-R-P man today for the on-the-ball sales story of this
$2.3 billion market and WFMY-TV.
ujfmy-tv
GREENSBORO, N. C.
Repreiented by
Harrington, Righ+er & Parsons, Inc.
New York — Chicago — San Francisco
Now In Our
Seventh Year
28 NOVEMBER 1955
99
ADVERTISERS' INDEX
FIRST
PUEBLO
COLORADO
KKIV
CHANNEL 11
FIRS! IN
COLORADO
SPRINGS, TOO
Covering Colorado Springs and Pueblo
for CBS, ABC
television networks
NATIONAL SALES OFFICE
KKTV, PUEBLO, COLORADO
ABC Radio Network
Air Trails Group
Branham Company
Broadcast Music, Inc. .
Buyers' Guide
Crosley Broadcasting .
Free & Peters, Inc.
Mid Continent Group .
NBC Spot Sales
Noemac Stations
RCA TV ICquipment .._
Sponsor
Steinman Stations
Televisir n Programs of America
KANV, Shreveport , ' ...
KBIG, Hollywood
73
100
76
80
Insert p. 88
12-13
54-55
16
60-61
FC
25
91
3
20-21
KCRA-TV, Sacramento _
KENS-TV, San Antonio
KERG, Eugene, Ore
KFMB-TV, San Diego
KGVO-TV, Missoula, Mont.
KHOL-TV. Kearney, Nebr. Center Spread
9a
7
78
59
69
77
KJEO-TV, Fresno
KKTV, Pueblo
KLZ, Denver
KLZ-TV, Denver
KMBC-TV, Kansas City _
KMPC, Los Angeles
KOLN-TV, Lincoln, Nebr.
KPHO, Phoenix
6
. 10.0
61
. 92
. BC
. 101
. 79
IBC
KRIZ, Phoenix 90,93
KSDO, San Diego
KSL-TV, Salt Lake City
KSTN, Stockton
KSTP-TV, Minneapolis
KTHV, Little Rock
KTVX, Tulsa
KWKH, Shreveport
KWKW, Pasadena
WABT, Birmingham
WAFB-TV, Baton Rouge .._
WBAY-TV, Green Bay
WBEN-TV, Buffalo
WBNS, Columbus, Ohio
WBZ-TV, Boston
WCBS, New York
WCUE, Akron
WDAY-TV, Fargo
WDBJ, Roanoke
WDIA, Memphis
WEEI, Boston
WEHT-TV, Henderson, Ky.
WFAA-TV, Dallas
WFBC-TV, Greenville, S. C _
WFBL, Syracuse
WFMY-TV, Greensboro _
WGH, Norfolk
. 10
_ 85
._ 100
... 53
_ 11
... 84
a
9 5
... 22
._ 45
_ 75
_ 97
_ 70
_ 83
46-47
63
89
102
48
82
81
98
65
99
86
WGTO, Haines City, Fla. 15
WHBF, Rock Island __ 100
WHO, Des Moines 19
WHTN-TV, Huntington, W. Va 84
WILK-TV, Wilkes-Barre _ 88
WJDM-TV, Panama City, Fla 8-9
. 96
24
WNBQ, Chicago
WNDU-TV, South Bend
WNHC-TV, New Haven
WPFH-TV, Wilmington
WRC
WLS, Chicago
WMAR-TV, Baltimore
WMT, Cedar Rapids 57
. 23
_ 56
62
... ___ 14
26
58
_ 94
43
95
96
49
90
66
WREX-TV, Rockford
WRGB, Schenectady
WSIX-TV, Nashville
WSJS, Winston-Salem .
WSOK, Nashville .
WTVJ, Miami, Fla.
WVET, Rochester _.
WWJ, Detroit ..
WXEX-TV, Richmond IFC
^" When the surveys indicate that ™
WHBF am • fm • tv
is the
"QUAD-CITIES' FAVORITE"
. . . we believe that this dis-
tinction has been earned and
achieved through the 25 years
of continuous, reliable WHBF
service in the broadcasting of
news, education and entertain-
ment to an appreciative Quad-
City community . . . now Va
million people.
Les Johnson, V.P. and Cen. Mgr.
whbf ;:
TELCO BUILDING, ROCK ISLAND, ILLINOIS
lepresented by Aver y-Knodel, Inc.
NOV. 1954,
HOOPER
31.1
I
Is
14.
II. 1
It
u
— I 7.5
M
I
O M N A
In
c I
Represented by Hollingbery
100
SPONSOR
/
the one-station network
in southern California
/
You could buy 38
Stations in Southern
California and still
not get the great
KMPC coverage.
S' wonderful! !i iiiiinnlnns!
how business keeps up — and UP — and UP! at KMPC, I^>s An-
geles. Of course there's a reason — the wonderful coverage and
SELL-ABILITY of KMPC in Southern California.
Loyal listeners, who keep 710 Los Angeles tuned in regularly,
promptly respond in buying goods or services advertised by our
clients.
If you realh want to he "in business" in this fahulous area — line
up for a preferred selling position on KMPC. the one-station South-
ern California network.
KMPC
710 KC LOS ANGELES
28 NOVEMBER 1955
50,000 WATTS DAYS • 10,000 WATTS NICHTS
CENE AUTRY, President R. 0. REYNOLDS. V.cc Pres & Cen Mgr.
Represented Nationally by A. M Radio Sales
Chicago • New York • Los Angeles • Ian Francisco
101
Advertisement „ «•
The South-Problem or Opportunity
By John Pepper and Bert Ferguson
-
)
Does it actually cost you more to get
sales in the South? Is it really a diffi-
cult area for \our sales organization?
Then — is it possible that you may have
been missing the key to the whole
problem?
There's good reason for saying the
South is different. You'll see it in the
wa\ people walk along the street. The
way they catch a bus, talk things over
during a coffee break, get a day's work
done in the office. The way they offer
to serve you in the stores. And: the
u ay they buy.
Decisive element: All the things
people live with in a place will make
it different — things like weather, in-
come, density of population, quality of
leadership, a changing economy.
But there's one important factor —
perhaps the most important of all to
men who think of the South in terms
of sales — which until just recently has
been overlooked. This factor is the
size and power of the Negro market.
You take a market the size of Mem-
phis, for instance. The Memphis area
i> forty percent Negro. Not many
people stopped to think of that when
the) got reach to break into the Mem-
phis market.
This group had never been directly
reached until our radio station WDIA
became the first to program exclusively
for them. It wasn't long before we
were impelled to call this market the
"Golden Market." Here is why this de-
scription is more true than ever right
now.
In the first place, there are in the
WDIA coverage area 1,230,724 Ne-
groes. That is more than there are in
Chicago, plus Los Angeles, plus Cleve-
land. In this one area are concentrated
al most ten percent of the entire Negro
population of the United States!
Second, this "Golden Market" is ab-
solutely dominated by WDIA. WDIA
is the only 50,000-watt radio station in
Memphis, the area's hub and metrop-
olis. It jumped to 50,000 from 250
watts in just one move.
WDIA is regarded by the Negro lis-
teners as their own station. As far as
most of them are concerned it's the
only station. It uses only Negro voices
and Negro music. You turn the dial
just once — and you'll know when you've
got WDIA. It has a language and a
flavor these listeners know, enjoy and
respond to. They take pride in it.
Still another result of this devotion is
that WDIA has shot straight to the top
of both Hooper and Pulse ratings day
and night. And it has stayed there five
straight years. For these listeners stay
put.
Theij spend 80%: And there's still
another consideration that counts heavi-
ly for WDIA. That's the fact that when
you present your sales message to these
people, you're singling out a group that
by actual record spends eighty percent
of their income. And they "11 earn a quar-
ter billion dollars in 1955.
Look at that 40 percent of the Mem-
phis trade area. That 40 percent buys
more than you'd think it would. It
buys 56.8 percent of the salt. 40.6 per-
cent of the women's dresses. 53.4 per-
cent of the hosiery. 60 percent of the
deodorants. 64.8 percent of the flour.
Nor is this low-income buying.
either: these folks buy national brands
and quality items like other folks — onh
more of them. They have special rea-
sons for doing this way. Habit — and
the circumstances from which habit
grows. The necessity of centering most
of their social activities at home, for j
example, and therefore buying all the
comforts they can for their homes. The '
comparatively large size of their fami-
lies, and their affection for them. The
willingness to enjoy and make the most
of the present, when the future may be |
problematical. These are some of them.
Because we've had the customers and
the medium, we've been able to see the
healthy effects of WDIA's impact on a
lot of advertisers. We've got success
stories aplenty at WDIA, including
those of
Colgate Dental Cream, Dodge
Automobiles, Folger's Coffee,
Fleteher's Castoria, 666 Cold
Remedy, Carter's Little Liver
Pills. Continental Trailways,
Cheer.
That's a few of them — there are many
more.
But the important thing is to give
you a clear idea of what results this
combination of market, medium and
approach can deliver, for the partic-
ular products that interest you most.
We believe we can do that.
All that's necessary is for you to drop
us a note here at WDIA on \our letter-
head, indicating the kind of product
you've got in mind. Leave it up to us
to get the proof of performance into
your hands promptly. There's some
first rate factual data on how WDIA's
powerful advantages can turn your
problems into profits. It's yours if you
want it.
WDIA is represented nationally by
the John E. Pearson Company.
kCa
BERT FERCUSOX, General Manager
HAROLD WALKER, Commercial Manager
102
SPONSOR
"
REPORT TO SPONSORS for 28 N«venlier 1955
(foiif iniH'tf from poor '2)
I iielscn to revise Wei 1- informed trade talk has it that Nielsen will revise its pocket
| -ating data form piece and "top 10" press releases to give equal prominence to aver
minute and six-minute ratings. Latter figures are o:i' red to
when term "Nielsen ratings" is used. Reason for move: 6-minute rat-
ings do not permit fair comparisons between shows of different
lengths. Half-hour and 90-minute shows, for exampi iden-
tical average minute ratings, yet longer show will almost i: I ly
have bigger 6-minute rating because it has more time to accumul
audience. While total audience to long show is important, idverti
who sponsors segment of long show has better picture of audience from
average minute rating. Six minute ratings in "top ten" shows also give
disproportionate number of pJaces to long shows, like spectaculars.
-SR-
Low cost tv One of background factors in whole tv allocations picture is question
plant offered of how many stations U.S. can support. Part of answer lies in whether
or not cheap enough transmitting equipment can be built to permit
small, local stations to exist as in radio. In light of this, claim
by Dage Tv Division of Thompson Products makes interesting reading.
Dage has announced new tv equipment which, it says, makes possible
"local tv advertising time costs in a community of 50,000 . . . ap-
proximately the same as low time charges made by small 250- watt
radio stations in similar population areas." Its complete new
stations, says Dage, cost about $50,000.
-SR-
Syndicators seek Biggest problem facing newly organized Association of Tv Film Dis-
more outlets tributors is how to expand market for their product. Problem impinges
on such issues as uhf, tv channel allocations and network domination
of prime time in 2- and 3-station markets. While trade group is too
freshly organized for concerted action now, it is no secret syndi-
cators feel more tv stations are needed to permit kind of big budget
shows they would like in order to compete with video webs. Decisive
third meeting of group, held in New York's Roosevelt Hotel 17 Novem-
ber (1) decided on name, (2) opened membership to all firms engaged
in tv film distribution, (3) set 31 December date for membership
applications so steering committee can call year-end meeting to elect
permanent officers and plot initial moves.
-SR-
VlcCann air chief Naming of McCann-Erickson ' s own George Haight as vice president in
:omes from inside charge of the agency's Tv and Radio Department came after McCann
brass thoroughly scouted the outside without finding a man for the
post. Announcement came 23 November, takes effect 1 January. Haight
is now director of programing for McCann in Hollywood. In new post
Haight will report to Terry Clyne, vice president and "management
supervisor" of tv and radio.
-SR-
New regional Never-ending fight between powerhouse and locally oriented am outlets
net formed is reflected in newly organized Georgia Big Five, to be repped by
Avery-Knodel starting with new year. Big Five replaces Georgia
Trio's efforts to meet competition of WSB, Atlanta, an "umbrella"
station. Trio, which will dissolve at end of year, consists of WAGA,
Atlanta; WMAZ, Macon; W'TOC, Savannah. Big Five will be WGST, At-
lanta; WGAC, Augusta; WRBL, Columbus, plus WMAZ and WTOC. Buyers of
Big Five will get discounts for full group, which will claim
superior coverage in WSB area.
28 NOVEMBER 1955 103
SPONSOR
SPEAKS
Agencies in transition
What may well turn out to be the
tradepaper story of the years starts on
page 27 of this issue. Its subject: the
• hanging role of advertising agencies
brought about by the client's insistence
that agencies furnish marketing-mer-
chandising guidance as well as the
more traditional agency services.
We feel, not too shyly, that this is a
history-making series on which we
have embarked because it bites right
through to the basic nature of the way
advertisers today are fulfilling the sell-
ing function. The broadening of the
agency's service occurs simultaneously
with the growth of television and is
linked to it. The sales impact of tele-
vision has, sponsor believes, been a
major factor in causing clients to re-
examine their approach to marketing.
While delineating the changing role
of advertising agencies, we suggest one
note of caution: In their eagerness to
bring agencies into an active market-
ing role, advertisers must be careful
not to put traditional creative services
into the shadow. The best-planned
marketing strategy will not properly
harness the power of television and
radio as well as other media if in the
end the selling is given cursory thought
or placed under the control of men
without the background to cxaluate it.
* * *
NCAA's medieval approach
The NCAA's tactics in refusing to
allow WJIM-TV, Lansing, to carry the
game between Michigan State and Il-
linois late last month strike us as more
in the tradition of medieval craft
guilds than representatives of free
American universities. We are aware
of the fact that even though a game is
sold out, the NCAA may rule for a tv
blackout on the grounds that other
sjames will lose out in the area.
But this kind of approach smacks of
coercion. NCAA puts a big price on
the football fan's enjoyment of tv.
Enough fans must contract in advance
to not only (1) fill up the stadium of
the big game in an area but (2) also
buy out the smaller games before
NCAA will permit the vast majority of
those who can't get to any of the
games to enjoy football at home.
We doubt NCAA can succeed in fill-
ing stadiums where fans don't want to
turn out by this kind of tactic. We
particularly doubt they can do it if the
Applause
Radio's service era
During decades past, radio was sat-
isfied to entertain. But today radio
stations throughout the country are
pioneering new concepts of local radio
programing designed to give the lis-
tener something more than recreation
— and incidentally something outside
tv's scope.
It's service that they're stressing.
Service to the listener in the form of
on-the-scene news coverage, local and
regional feature stories, time, weather
and traffic information designed to
keep listeners tuned in.
This type of programing has been
called the Monitor concept, although
many local pioneers turned to it long
before the NBC Radio weekend show-
went on the air. Monitor seems to be
accelerating the trend to service, how-
ever.
On 6 November, The World Now
premiered on WLW, Cincinnati. The
entire programing of the station be-
comes a part of this new approach to
radio, with a large emphasis upon "co-
mex," or communications exchange,
which is the news part of World Now.
World Now is a newspaper in sound,
with its sports page, human interest
features, comics and women's items.
WAVE, Louisville, has coordinated
a series of its programs into its Dial
970 local service operation. This sta-
tion too stresses on-the-spot news and
features, typified in its show, Night-
beat: The pulse of Louisville after
dark.
Two NBC 0&0 stations began their
fans realize what NCAA is up to. For
this reason protest action like that of
H. F. Gross, president of WJIM-TV,
who wired Attorney General Brownell
requesting his department's interven-
tion, is important in marshaling
awareness of NCAA's stand.
Other stations which have made a
major contribution along these lines
include: KRNT-TV, Des Moines, which
defied the NCAA and brought its view-
ers the Iowa-Minnesota game; WMT-
TV, Cedar Rapids, which ran a printed
card during the entire Wisconsin-Illi-
nois game, explaining NCAA had
blacked the game out; KVTV, Sioux
City, which carried the same game, as
fed to it by CBS TV.
* * *
Tv set count
Report # 9: We think at this point
that the best hope for usable tv set
count figures — fast — is from ARF's at-
tempt to make projections from the
spring 1955 Census study. This is a
case where the raw data are in hand
and what's needed is a computation
method and then some computations.
But we're disconcerted on hearing
that ARF, with a heavy roster of proj-
ects on its drawing boards, does not
seem to be in a position to move at
the pace the situation requires. Were
well aware that many matters require
urgent consideration by ARF. It's our
hope, however, that figures which
every advertiser and agency needs for
proper evaluation of television alloca-
tions will be made available rapidly.
own local version of Monitor on the
same day, 7 November: WRCA, New
York, with Pulse and WMAQ. Chica-
go, with Chicago Calling.
Independent stations like WCUE,
Akron, have been acquiring equipment
over recent years making it possible
for them to telerecord local news sto-
ries, rebroadcast stories that were orig-
inally reported on stations in distant
cities. WCUE even initiated a service
paying $5 for each story phoned in by
an out-of-town radio station and re-
broadcast on WCUE.
Stations that have invested in new
equipment and innovated fresh pro-
graming ideas get rapid response
among listeners. This willingness to
experiment inspires advertisers' con-
fidence in radio's long-range vitality.
104
SPONSOR
ilcd b| K A T Z AGENCY INC
JOHN BLAIB 1 CO »IAI» TV, INC.
MEREDITH "gada> and IdevoUo* STATIONS
affiliated with Itrllcr Humes a ml liiii'ili'iis and Successful Farming marines
After 2,500 broadcasts, we ask you
BEA JOHNSON, Director of Women's Activities
for KMBC-KFRM-KMBC-TV and winner of the
1953 McCall Magazine Golden Mike Award for
outstanding public service, completed her 2,500th
broadcast for the KMBC Broadcasting Company
November 22, 1955.
A WHIRLWIND of energy with a world of talent,
Bea Johnson has established an enviable record
of accomplishments during her nearly two decades with the
KMBC Broadcasting Company.
In addition to earning some of the most coveted laurels in her
field (the McCall Magazine Award, the Zenith Television Award
and the Ohio State Award), Bea has received a long list
of civic and other professional honors.
The results of her tireless participation in community,
national and international affairs show up consistently in the
ratings for her daily show, "Happy Home" — the highest-rated
women's TV program, network or local, in Kansas City.
Audience figures prove that Kansas City women appreciate
the tremendous interest Bea takes in keeping abreast
with important happenings in the world of women.
Like all of the high-calibered personnel on the KMBC staff,
Bea is more than, a face on a TV screen or a voice on the air.
She is an important community figure — a person who is
respected, admired and emulated by her thousands and
thousands of Radio and TV fans.
The station's policy of providing topnotch air personalities
explains, in part, the amazing sales ability of KMBC Radio and
Television. To find out more about the terrific influence of
KMBC-KFRM-KMBC-TV on the Kansas City market,
see your Free & Peters Colonel.
to a *
left
whose »<> iCrx
iier morl
Woman of I
Jill, 10.
herited oil the charm a
■ ful |iaf*nti; and the
Sugar, the only mrrr
M*mi juit to take life easy
CHRISTIAN DIOR, NOTED DRESS DESIGNER, BBC TURNS THE TABLES
THE JOHNSON'S
situated in a fashion-
urb, is proving ground for Beo's homemaking
activities Here Bea experiments with home decorating, cooking
and entertainment ideas that are later passed on first hand to
Tid TV listeners.
following a foshion show staged tor her
party. This personal glimpse into the
world of women >
the kind of program material Bea relays
to her Radio and Television cil
Europi ' Bea
programs and fi
age points up one of th
the only wo
the 1°5o
Who in Radio and T.'
■■■■■I
the Swing is to
on Kansas City's Most Powerful TV Station—
)u.
si
*&$?* KMBC-TV
KMBC Radio a£ Kansas City KFRM Radio fa% >he Slate of Kansas
I
Free & Peters, «
DON DAVIS, First Vice Presid
JOHN SCHILLING, Vice Pres.
GEORGE HIGGINS, Vice Pres. ft
MORI GREINER, Director of T*r^
5
'
magazine radio and 1/ advertisers use
OF THE
EMPHIS oA '
!ADE AREA
IS
-"<.,.
lea ro
find the only way
I reach them is with
VDIA
Of*
Co-
VERS THE "GOLDEN MARKET" OF 1,230,724 NEGROES -
ARLY 1/1 OTH OF AMERICA'S TOTAL NEGRO POPULATION!
12 DECEMBER 1955
50< per copy* $8 per year
MARKETIN
TOOL OR CLIC
page 29
LICHE?
Radio-and-giveaways
world's fastest,
cheapest sales tool
page 38
So you think you've
got a headache!
page 40
How film sponsors
promote shows with
tie-ins on local level
I in
page 42
Can a tv symphony
sell a supermarket?
pag<
Are you neglecting
talent research?
"■•"
Take your choice
We don't care which rating service you prefer.
Because W-I-T-H's big audience always puts us
up with the leaders— night and day!
At W-I-T-H's low, low rates, this big audience
means listeners for you at the lowest cost-per-
thousand in town! Get your Forjoe man to tell
you the whole W-I-T-H story!
In Baltimore buy
Tom Tinsley, President
R. C. Embry, Vice President
What's Weaver's What changes now that Pat Weaver is chairman of board and Bob Sarnoff
new role? is president of NBC? One theory in informed quarters is that change
means very little, that team of Pat and Bob continues in pattern
established over past 2 years with Pat sparking creative ideas and
Bob bearing brunt of management responsibility. If anything, goes
theory, Pat Weaver will now be freer to create concepts like magazine
plan, long shows which he pioneered. Speculation among those who
know Weaver best is that he'll be active chairman of board, particu-
larly in programing. He's said to have long term contract.
-SR-
Bob Sarnoff At 37, Bob Sarnoff is believed to be youngest ever to hold post of
youngest prexy network president. Elevation of Sarnoff to presidency and Weaver to
top policy post followed wide speculation such a step was forthcoming.
Sarnoff has more and more in recent months borne brunt of administra-
tion and, it's said, Weaver prefers creative roll to management re-
sponsibilities. Active Weaver role would offset speculation in some
quarters that he is on way out.
-SR-
Y&R again top Young & Rubicam is again top agency in tv-radio billings this year,
air agency SPONSOR survey reveals. Y&R has $72 million in tv-radio billings
this year compared with $64 million last year. BBDO remains second
with 560 million this year compared with §59 million in 1954. McCann-
Erickson moves into tie with BBDO, also with §60 million. McCann-
Erickson was No. 4 last year with $46 million in radio tv billings.
For breakdown on top 20 agencies in radio-tv billings, see page 36.
-SR-
First details First details of NCS No. 2 have been revealed by Nielsen in prelimi-
on NCS No. 2 nary letter to stations under date of 30 November. It is understood
letter promises larger sample than NCS No. One, more area breakdowns,
fast reporting, up-to-date data on radio-tv set ownership, including
auto radios, out-of-home listening and viewing. Timetable : field
work during spring 1956; computation and analysis during summer; re-
port production during late summer; delivery by early fall. There
will be separate radio, tv questionnaires, separate day and night
radio, tv reports. Data will be similar to NCS No. One, will answer
following questions: What areas, homes does station cover? How many
families tune regularly to station? What outside signals come in?
— — — — — — — — SPONSOR announces major editorial expansion — — — — — — — —
In a major editorial expansion SPONSOR has promoted Miles David to executive editor
and appointed James E. Allen editorial director. The move will enable Mr. David, for
the past 6 years managing editor and editorial director, to devote his full atten-
tion to creative ideas, leadership projects and further improving SPONSOR'S editorial
content. Mr. Allen, who has just resigned as advertising and promotion director of
Crosley Broadcasting Corp. and, prior to that, was city editor of the Cincinnati
Post, will have charge of all editorial administrative functions.
SPONSOR, Volume 9, No 25. 1J December 1955. Published biweekly bv BP0N90B Publications. Inc Executive. Editorial. Adrertlsin*. CircuUtlon Office*. 10 E. 19th .-
York. IT. Printed at 3110 Elm Ave Baltimore M I H ■ real < - S9 elsewhere Entered a- milter 29 Jan. 1918 at Baltimore poalofflce under Act of 3 Hal
REPORT TO SPONSORS for 12 December 1955
Pepsi, $8 million,
Bcirn leave Biow
CBS TV evening
ratings up
Total radio, tv
1954 spending
P&C buys more
participations
Can symphonies
sell groceries?
B&M's post-tv
gain: 107%
Record for number of upheavals has been set at Biow-Beirn-Toigo with
(1) sudden loss of Pepsi-Cola, $8 million account, (2) coincidental
exit of President F. Kenneth Beirn, (3) resumption of presidency by
Milt Biow. Rupture in Pepsi-Biow relationship is reported to derive
from factors far removed from advertising efficacy and likely to lead
to further headline developments. D'Arcy has been mentioned as new
Pepsi agency on basis of its long experience with Coca-Cola account
(which it lost to McCann-Erickson) . At presstime Pepsi-Cola was mum.
-SR-
Early indications CBS TV early evening weekday strip (7:30-8:00) was
doing badly compared to 1954 are now reversed. November ARB ratings
show increase of 16% over 1954. ABC TV, whose successful programing
in that time period last season was behind CBS TV revamping of strip,
showed increase of 9% over 1954. October ARB ratings had told an-
other story. They showed CBS TV down 20% compared with 1954 with ABC
TV up 82%. Big reason for this ABC showing was fact that "Disney-
land" and "Rin Tin Tin" were not yet on air in October 1954, hence
ABC increase in October 1955 looked good.
-SR-
Recently released FCC figures on 1954 broadcasting income does not
represent total advertiser spending in 2 media. In addition to
$1,042 million in network and station revenue reported by FCC there's
$133 million in commissions to agencies and reps plus $193 million
for talent and program production paid to non-broadcasting firms.
Thus, total comes to $1,368 million, which is identical to 1954
estimate of McCann-Erickson' s research department.
-SR-
P&G's purchase of 30 participations in ABC TV "Famous Film Festival"
is another indication Cincinnati soapmaker is becoming participation
minded. Previous P&G participation buy was on NBC TV as part of
pre-Thanksgiving one-day splurge for Fluff o (Sponsor Report, 28
November 1955). ABC TV buy is for Shasta shampoo at cost of $195,000.
P&G in past had concentrated on half-hour show sponsorship. Biow-
Beirn-Toigo is agency for both Shasta and Fluffo.
-SR-
Can long-hair tv show sell for mass-market product? One advertiser
who flouted traditional belief "you can't sell soap with a symphony"
and made it pay is North Carolina food chain, which sponsors Char-
lotte Symphony at program cost of $1,300 weekly. September Tele-
Pulse: 47.5. See story page 44.
-SR-
In third month after Burnham & Morrill 26-week tv test had come to
end in Green Bay, Wis., sales of New England firm's bean and brown
bread products were 107% over same month previous year. That's carry-
over effect of tv campaign. No advertising was used at all during
period when these sales were recorded and furnished to SPONSOR.
Sales increase for post-tv months actually topped 98% gain scored by
tv campaign itself. B&M is now back in tv in Green Bay on WBAY-TV
with participations in local morning show, "Party Line." (Complete
figures for B&M's third month following tv campaign will appear in
26 December issue of SPONSOR. )
(Sponsor Reports continues page 123)
SPONSOR
NETWORK
STATION
11%
no ifs ands or buts
. . . not even maybe
WPEN
IS
FIRST
in out of home
listening
*
No additional comment is needed .
The Pulse figures speak for themselves
/;/ Philadelphia ifs . . .
*Pulse Sept.-Oct. 55
Represented Nationally by Gill-Perna Inc.
14%
INDEPENDENT
STATION I
limn
12 DECEMBER 1955
advertisers use
ARTICLES
Is "'marketing" a new agency tool — or cliche?
Advertisers ask an ever-increasing number of marketing services. This second
SPONSOR article on agencies in transition traces the results of these demands
Tv impact lor the price of radio
Using tv sound tracks on radio recreates the tv images the listener has seen
before. "Radiovisior" cor.cept is product of KVVKH's Henry Clay, Shreveport
Beauty, brains . . . tvhat a combination
Viewers are getting a chance to see both Miss America and Miss Universe
as the beauties turn their talents to tv and make merchandising easy to take
The top 20 air agencies
SPONSOR'S annual survey of air media purchases among the top 20 air agencies
finds an over-all increase of $86 million, total air billings of $673 million
33
34
36
AGENCY AD LIBS
AGENCY PROFILE,
William R. Hillenbrand
FILM CHART
FILM NOTES
49TH & MADISON
MR. SPONSOR, Edward Gellert
NEW & RENEW
NEW TV STATIONS
NEWSMAKERS
P. S.
RADIO RESULTS
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TV COMPARAGRAPH
TIMEBUYERS
Radio-and-giveaways: cheap, fast sales tool
You've got to give to get is what Ray Morgan tells advertisers, and the
best medium for the job is radio, when it's intelligently bought and used 3H
''So you think you've yot headaches!"
Part four of SPONSOR'S six-part series on industry headaches eavesdrops on a
radio rep and tv rep as they discuss their respective problems over lunch f©
Ffoir film sponsors promote their shows
Promotions using the stars or themes from their syndicated film shows
pay off for those sponsors willing to do a little extra work and spending _f2
1 symphony selling for a supermarket?
Harris Supermarkets in Charlotte, N. O, is using a symphony program on tv
to sell itself. While breaking all of the usual supermarket selling rules, it has
managed to break some of its previous sales records, too 44
\re you neglecting talent research?
Why pay high prices for your big-neme talent today when you could have
picked up the same entertainer last year for a song? A small investment now
in talent research might turn up a Gleason or Gobel for your show tomorrow fff
COMING
Editor and President: Norman R Gle
Secretary-Treasurer: Elaine Couper G(| A
Vice President-Genl. Manager: Bernarl
Vice Pres.-Adv. Dir.: Charles W. God*
Editorial Director: Miles David
Managing Editor: Alvin M. Hattal
Senior Editors: Alfred J. Jaffe, Evelyn
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Jo«
Editorial Assistant: Morton C. Kahn
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Arnold Alpe
sistant Advertising Manager: Edw
Cooper, Western Manager: John A. K(
Production Manager; Charles L.
George Becker.
Circulation Department: Evelyn Satz.
scription Manager; Emily Cutillc
Mitchell
Office Manager: Catherine Scott Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Laura Oken. >'
Fazio
Secretary to Publisher: Helen L. Hane
Role of account supervisors, executives
Third part of the agency-in-transition series will show how account super-
visors and executives are being affected by the emphasis on marketing 26 ReC,
Headaches of radio and tv directors
Radio and tv directors air their gripes in the fifth of a six-part series
on industry headaches, tell why they need decision-making authority 26 Dc*C*«
Published biweekly by SPONSOR PUBLICATIONS
combined with TV. Executive, Editorial Clrculttl
Advertising Offices: 40 K. 49th St. (49th A Mj»
New York 17. N. Y. Telephone: MT'n-ay Hill »
Chicago Office: 161 E. Grand Aw. Phone: S'
7-9863. I-os Angeles Office: 6087 Sunset Bo*
Phone: Hollywood 4-8089. Dallas Office: 311 S.J
St. Phone STerling 3591. Printing Office: 31
Ave.. Baltimore 11. Md. Subsci lptloni : United*
JS a year. Canada and foreign J9. Sirgla copl
Printed in VS. A Address all cOTTespoodencaN •
E. 49th St.. New York 17. N. Y. JiTrray Hill *
Copyright 1955. SPONSOR PUBLICATIONS I ■
come on in, Diogenes
If you're looking for a plan that will deliver in;i.\iimmi
honest value, we're your men. Or— collectively the 36
stations of The Quality Radio Group arc your medium.
We believe in RADIO— its ability to move goods
and services, its tremendous power of personal
persuasion, its unmatched mass coverage — 120
million sets in the U.S. today, an anticipated 14
million new set production for the year 1955. We
know that RADIO, used intelligently, with re-
sourceful imagination and boldness is the most
effective, low-cost mass advertising medium for
national advertisers.
We're equally positive we've evolved a successful
formula for the profitable use of RADIO. B<
we have honest faith in the medium, and the un-
doubted worth of our plan, we're starting a second
year this month with this reaffirmation of certain
basic principles—
^pT" QUALITY in stations and programs builds audiences.
Jk EFFICIENCY in coverage— minimum duplication— means a more efficient investment of advertising funds.
-ft ECONOMY of increased sales at lower costs is a necessity for national advertisers.
And this, briefly, is what we offer—
The facilities of 36 of the nation's great radio
stations, delivering 90' < of all U.S. Radio Homes.
Daytime and night-time program formats— from
five-minutes to half-hours, priced for one-time or
frequency use for cumulative circulation.
An economical rate clay and night- tailored to fit
one-time or frequency requirements. Lowest for
the circulation provided. And easy to buy: one
order, one invoice.
The merchandising know-how at the local level
of our member station-
There are more details, of course. They're waiting to be
revealed to smart advertisers, keen for the profits to be
gained from the best use of today's greatest mass me-
dium. RADIO. If you're the Diogenes type, look no
further. PLaza 1-0116 is our number.
uality radio group, inc.
Ward L. Quaal. President
W. B. Ryan, Executive Vice President
21 I .i-t ~>2ml Street, N.-xs York, V V
12 DECEMBER 1955
Wliatzis I hear abo
. ^
">
»
uiorama Pacific"?
Yep. J list added
the two big
Northwest markets,
Portland and
Seattle -Tacoma.
Now 91% of all
West Coast
I derision Jain Hies
are within reach
of the Coasts
favorite morning
show, on the
CBS Television
Pacific Network/
'"Panorama Pacific" is seen on KW' KITX B
KFMB-TV San Diego, KOIN-TV Portland, KTN1 ma,
ni Monday- Fridaj (also 7-8 am on KN\ I. KI'IX and KFMB-TV only).
For details and availabilities, call th< < BS I rk
or CBS T< l. ni-!. t: Spol Sales.
In Southern
California
there's
only
Independent
powerful enough
and popular enough
to register audiences
in radio survey ratings
of both
Los Angeles
and San Diego.
Reach BOTH
these great markets
via the saltwater route
from Catalina by
KBIG ... at a lower
cost-per-thousand
listeners than any
other station.
Any KBIC or Robert Meeker
Account Executive will show
you the documents.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California
Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Int
Anne Wright. J. Waller Thompson, was one of
four timebuyers who reviewed radio-tv trends in
"Timebuyers at work" two years ago (December
1953) . At the time she saw a "greater surge to-
ward creative thinking in use of radio." This
description has been borne out both in terms of
timebuying and such program developments as
those on network radio. Miss Wright is now an
associate media director at JWT, a post created
when agency revamped media buying functions.
Charles IH. Wilffs. note roving around Europe,
was at N. W. Aver two years ago when he pre-
dicted that tv "will enter the competitive stage"
in 1954. His statement, made at the beginning
of the tv thaw, has become especially prophetic as
regards network tv. The season following his state-
ment saw the beginning of spectaculars, the up-
surge of ABC TV, the battle to sign up star tal-
ent. Clearances have also become easier for
timebuyers. Rumor has it Wilds will set up some
kind of advertising service in Switzerland.
Grace Porterfield. Benton & Bowles, pre-
dicted at 1953's cml an increased interest in using
nighttime radio to reach the lower-income radio-only
families. This use of nighttime radio has become
more pronounced as tv saturation has increased.
A recent SPONSOR Story, "What you get when you
add radio to a tv campaign" 28 Xovember 1955,
pointed up the use of radio for low-priced products.
Miss Porterfield. now as then, works on the Instant
Maxwell House Coffee account for Genera! Foods.
John H. C*»llilis. Benton & Bowles, was at
Sherman & Marquette [now Bryan Houston), when
he said the era of the all-media buyer was at hand.
In Decern her 1933. Collins was buying space and
time tor three products. In moving to B&B re-
cently, he became an assistant media director in
the agency's semi-integrated media buying setup,
supervises both time and space buying lor a group
of products. His prediction looks better than ever
now with .1. Walter Thompson being the latest
to integrate air and print buying functions.
SPONSOR
Represented
Nationally by
CBS Television
Spot Sales
12 DECEMBER 1955
Gulf Television Company
Galveston, Texas
9
SANTA
LOVES
KPQ-WENATCHEE
Mr. Clans knows the
Christmas items he delivers
to this area will sell like
mad — if they're advertised
on KPQ. He knows that
KPQ, an ABC-NBC affili-
ate, is located in a rich
area that outside radio and
TV can't penetrate because
of the high mountains.
Santa recommends KPQ
for year 'round use, too.
Agriculture, industry, and
growth potential make the
Wenatchee market a dog-
gone good buy.
IN CASE WE DON'T GET
ANOTHER OPPORTUNI-
TY BEFORE CHRISTMAS,
SEASON'S GREETINGS
FROM KPQ
5000 TO
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
'One of the Big 6 Forjoe Represented
Stations of Washington State)
by Bob Foreman
Recommended rettiliny for ciffiiit'it of off ages
To those who despair that the art of reading will, like the
vermiform appendix, become atrophied. 1 -ay: take heart.
Your correspondent, of all people, has read a book, and by
"book" I refer not to one of those paper-backed erotica which
grace the spinning racks at airline terminals and railroad
depots, but to an honest-to-goodness tome, board-covered and
replete with pages and fine print. May I say with justifiable
pride that this here book is 568 pages long. It is heavy with
substance.
It was written by Charles L. Whittier, one of advertising's
statesmen. Whit looks 10 year.- younger than his age, has the
vigor and interest and courage of a man 20 years younger.
As a person he is tops, as an agency competitor he is rough,
as an advertising consultant he is inspiring. In no way does
he ever resemble a man in a gray flannel suit or a huckster.
Whit has written about the heart of the advertising busi-
ness, all of it relevant to readers of this publication. For
this reason alone the book should not be missed. But his book
is of even greater importance than as a source of information.
Call this added factor the spirit of the book, if you will, which
is pure Whittier, 100 proof. This spirit is a joy of working,
an enthusiasm for the profession of advertising and a sincere
belief that the business is essential. What a marked contra -t
to most of the book writing done on the subject of advertising
these days when authors seem to try so hard to muckrake our
business and put its denizens on a par with dope-peddlers
and keester-operators.
In addition to wisdom and practicality, Whit's book gives
access to such vital documents as Clarence Eldridge's outline
for writing a marketing plan and Mr. E's exposition of what
the agency-client relation ought to be.
But to come back to that big plus mentioned before. There
is a rather strange and quite wonderful quality in the book
which makes it ideal reading for the newcomer to advertising
a- well as for the long-time practitioner of the business. This
quality is one that I've never before seen achieved in books
on our business. Generally speaking, they are too elemental")
for the person who*.- been in the business or too difficult for
the student to comprehend. Not so, however, with "Creative
Advertising" by Charles L. Whittier.
Since Whit's is a comprehensive book. I doubt that there
(Please turn to page 59)
10
SPONSOR
\t
Te&pi
t
\IWjM
H.
li>
Mm.
i Hie ummmhiauj
WISH-TV
^ channel Q A
TELEVISION
12 DECEMBER 1955
II
/]
I
Yes . . . we're the BIG SHOT when it
comes to play-by-play sports in Milwaukee.
Our Earl Gillespie does the Braves Broadcasts,
Marquette University and Green Bay Packers
football. And, for good measure, we round out the
year with University of Wisconsin basketball.
To over a million "sports" in Milwaukee,
radio means WEMP. So a pretty healthy hunk
of the population is ready and waiting to receive
your message . . . over WEMP. . . at the
lowest cost per thousand. Local buyers know it . . .
and take advantage of it. Why don't you?
Milwaukee's Best Buy
WEMP
5000 Watts at 1250
1935-1955 . . . 20 rears of sen ice to Milwaukee ■ Represented nationally by Headley-Reed
™ MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
CAMPAIGN WAS LARCER
Your recent capsule case history (28
November issue) on our experience
with Rayco Auto Seat Cover Co. in
Los Angeles failed to indicate that the
Emil Mogul Co. is the advertising
agency.
In addition, please note that our ad-
vertising effort in Los Angeles was not
limited to four stations as indicated
but, as a matter of fact, included
KRCA-TV, KCOP-TV. KTTV, as well
as KMPC, KLAC, KFMB, KFOX and
newspapers.
The KTTV buy definitely produced
maximum results per dollar invested,
but I would prefer to refrain from any
dollar-investment and station-pull anal-
ysis between the various stations, as
you present it, in view of the differ-
ence in character between the buys.
Our success with KTT\ was not antic-
ipated in view of the fact that we were
using live commercials in Jackson's
Theatre, whereas our buys on the other
television stations were both 20's and
minutes — on film. I think the differ-
ence between the two types of buys
renders comparison on a "dollars of
sales for dollars of advertising invest-
ed" basis virtually impossible.
In addition, the data presented on
numbers of sales produced for our
weekly outlay on the station which, in
turn, is related to sales produced on
the other stations at the various invest-
ments made of them, are misleading in
view of the fact that the alleged sales
and advertising budget figures do not
embrace a long enough period to make
the case statistically.
I should point out for the record
that for Manischewitz we have been
running a very heavy schedule on
KRCA-TV (as well as KMPC, KLAC,
KFMB and KOWL) and have enjoyed
excellent results — completely dominat-
ing the kosher wine market of Los
Angeles for years now as well as being
one of the more important supermar-
ket and liquor store call items in
southern California.
\<>KT WtNER, Account Executive
Emil Mogul Co., New York
(Please turn to page 17)
12
SPONSOR
W°(GT(Q)
FIGURES BIQ
IN THE
FLORIDA MARKET
^
from yjulf Lo yjcean • Kjjainesville Lo vJkeechobee
Here's why the scales are tipped so
heavily in favor of the W«GTO
advertiser. 95% of Florida's golden
citrus belt lies well within the 0.5 m/v
contour of W»GTO. That's a lot of
vitamin C.
Florida has come into its own as a cattle producing
state — 800,000 graze in the lush pastures from Gulf to Ocean
— Gainesville to Okeechobee! High in protein!
And in minerals, well, nobody anyplace produces
more phosphate than the state of Florida and 79% °f tnat
lies almost at the feet of the W«GTO tower.
This and other diversified industry brings in an
effective buying income of £1,869,606,000 annually.
On top of this W«GTO is heard by hundreds of thousands
of tourists who each year spend £650 million
in the W»GTO area.
When these thousands of buyers return
to their home states, they remember
your message heard on W»GTO.
Hon' can an advertiser reach so many
people from so manx different states at
one low cost? Use W»GTO, of course.
10,000 WATTS
540 KILOCYCLES
W°(KT(D)
HAINES CITY, FLA.
PHONE 6-2621
oicned and operated
by KWK, St. Louis, Missouri
Represented by
WEED & COMPANY
■
0
Men H'lio
■
Imi hi brand leadership
an
sold
on
spot
Miller Brewing (loin puny and its
agency, Mathisson & Associates. Inc..
are Sold on Spot as a basic
advertising medium, oi the nation's 388 beers
Miller's High Life ranks among the top ten in sales volum<
Product quality is one reason. Effective advertising is another
...and Miller's sound use ol Spot contributes heavily to the
success of its overall campaign.
Sports tans are among Miller's best customers. On a Spot
basis. Miller sponsors many major sporting events in specific
markets for low-cost precision sellingto its choice prospects.
Your product message may require a different program-
ming environment, your distribution pattern a different bin inn
approach. But you can tailor Spot Radio and Spot Television
schedules to your own selling situation.
Call your agency or an NBC Spot Sales representative.
You'll see how Spot can build your sales volume in twelve
major markets, accounting for 45? of the nation's retail sales
SPOT SALES
30 Rockefeller Plaza. \< u York 20, N. )
Detroit. CUveland. - I \
Charlotte', Atlanta, Dallas *Bom<ir Lowrana
representing television .stations: representing radio stations:
whgb Schenectady-Albany-Troy, wrca rk, vpmaq
kunv-tv Honolulu, Hawaii, wri \-i\ ^»c San Free ksd
New York, wnbq Chicago, krca 1 wm Washingi /» ( . «i\m
Angeles, ksd-t\ ««i-i\ oeland, komo Seattle. mtati
Washington, D.C.tinnK Cleveland, Louisville, «n Honolulu, and the
KOMO-tv Seattle, ki-tv Portland. sue "immis h\i>io ifBTWDUC
Ore., wave-tv Louisille.
now available- tlir greatest boon to time buyers ana the inven-
tion of the coffee break. The \w spot sales radio-t\ spot estcm u»n
• [nstantly determines "audience size
• Instantly determines "cost per thousand.'1
For your free copy, write to: NBC Spot Salt's Research Department,
GO Rockefeller Plaza, X. w York 20. X. V.
People on the Pacific Coast say. .1
"Don Lee is 'Our' Station'
from a survey by Dr. Ernest Dichte*
When Dr. Ernest Dichter, of the Institute for Motivational Research, surveyed Pacific Coa
network radio he asked listeners which network most nearly typified the West. Results of tl
survey showed that listeners strongly favor Don Lee.
Don Lee is
Pacific Coast
Radio
/PfyZtia&
D&tyLgE:
RADIO
EXCERPT FROM THE DICHTER SURVEY: "85°^ of OUr respOn(
ents consider Don Lee typical of western living .
far more typical than any other network.
>>>
70°^ of the respondents say, 'Don Lee is our station!
For a viewing of the film strip," The Depth of Penetration of a
Advertising Medium" illustrating Dr. Dichter' s survey, writ
to H-R Representatives, Inc., or to the Don Lee Broadcastin
System, 1313 North Vine Street, Hollywood 28, Calif ornh
40 E. 49TH ST.
i Continued from page 12 1
JOB SEEKERS TAKE NOTE
Bob Foreman's Novembei I I article
about "How to prepare .1 job-getting
resume'1 \\a~ ex< client.
^i ou are i ighl aboul Buch a job be-
ing "the toughest." Bui whal is there
about selling one's Bell thai Boors the
man who ran sell most anything else?
I [earned this during the I930's
w 1 1 1 ■ 1 1 . with job competition keen, I
worked on the Man Marketing Clinic
run b) the New 1 ork Sales Executive
C.luh. W e helped hundreds of top bus-
iness men and women prepare their
resumes. It was amazing the wa) ex-
cellent executives flopped at selling
themselves.
\l*o, ahum the lines of your article.
I have another observation. Recently
1 had to get a sale? manager lor a cli-
ent. 1 ran an advertisement which
brought in hundreds of resumes. To
ins amazement, about 10',' Had been
prepared by some outfit that evidentl)
employed stereotyped paragraphs or
format and just dropped in the indi-
\idual's facts. It wa> >o ohsious, I
felt sorry for those job seekers who
paid out good money thinking the)
were each getting a "tailored" resume.
Gkorce G. Felt
Felt Advertising
East Orange. A. ./.
BON MARCHE RADIO SUCCESS
We arc ver\ much impressed with
your fine story 1 I 1 November) on the
wa\ Bon Marche uses radio. We would
like to spread this gospel among the
local department stores.
I imagine j ou will have main la-
vorable comments on this article, in
which case you ma\ make up reprints.
If you do so, we would like to have
200 copies. If you do not make up
reprints, we would like to a-k that you
send us .'}."i copies of the magazine.
Rich uto 11. \ oorhis
Manager
ll MC-U MCF
Memphis
• Reprints <>l" "Ratlin-print trantfnrk lin-.ik.
kales records for Hon Marrhc" are available at
15r earh.
1 Please tarn to page 109)
12 DECEMBER 1955
17
ASK THE MAN
IN THE GREY
FLANNEL SUIT!
BERNIE HOWARD
Stars-National, New York
HE KNOWS!
1. THE BEST RADIO BUY
2. THE BEST AREA BUY
3. THE BEST MARKET BUY
PLUS
Complete Product Merchandising
all at NO EXTRA COST!
94% NEGRO PROGRAMMING
KSAN
SAN FRANCISCO
RICHARD BOTT, Station Manager
Edward Gellert
Manager of Sofskin Products
Vick Chemical Co., New York
"We moved to network tv because we want the prestige of net-
work associated with our product," Ed Gellert, Vick's manager of
Sofskin Products, told sponsor.
"Also, we want to make Sofskin a brand name covering a variety
of cosmetics products. At the moment, we're marketing Sofskin
Regular Hand Cream and Sofskin Moisture Magic."
"Our budget has increased 2001 over last vear," says he, "partly
because Moisture Magic, as a new product, needs dynamic advertis-
ing support to launch its first year of national distribution."
Starting last October. Sofskin has been on XBC TV's Home,
ABC TV's Film Festivals and Mickey Mouse Club.
"The wav Arlene Francis does the commercials for us is most
representative of the t\ pe of thing we like." Gellert explains.
"1 here's a live lead-in showing flowers that are drooping on the
desk, then a pan to some flowers that are fresh. The moral, of
course, is that your skin, just like the flowers, needs moisture. Ar-
lene sells the products with such enthusiasm, that we feel confident
of results."'
Gellert. a tall, blond young man in his early thirties, might qual-
ifv for a sort of "Jekvll and H\de" title in advertising: a knowl-
edgeable, very intently serious adman during the day. he loves to
spoof "Madison Avenuese" and the foibles of the air media when at
home in Westport. or relaxing over a drink at the ^ ale Club. "1 m
all ham at heart," he admits candidly. "Onl\ at home I've got com-
petition." He's referring to his 15-month-old son and four-\ ear-old
daughter.
"We're working on a unifying theme for all our advertising now, '
savs Gellert. He works with Vick's agency. Morse International.
"The basic theme will still be 'everyday use of Sofskin.
When not painting the Westport house or building new shelving
or kids' tovs, Gellert occasionally retires into his cellar workshop-
office to pound out a tv script. He generally prefers to keep any
artistic inclinations under wraps but cannot deny being the creator
of a glamorous "studv in red" oil painting of his wife in the
living room. * + *
18
SPONSOR
FIVE OF A KIND
. . . ALL DIFFERENT
ALL FABULOUS VALUES
Whether you're selling mink coats or motor ears, cheese
or cosmetics, smart time buying prescribes the selection
of stations that reach the most responsive markets at the
lowest cost. In the five NoeMac markets that means the
NoeMac stations.
While each of the five is an independent local station,
operating under separate management, all five follow the
same proven programming pattern. Programming that
has produced a wide, growing and fabulousl) responsive
audience.
You can buy one or all five NoeMac stations, the\ are
live of a kind . . . all ditTerent. Each the best buy in its
market.
For availabilities, rates and
market facts, call your H-R MAN.
Nationally Represented by
FIVE OF
A KIND
Representatives, Inc.
N O E M AC
NEWS
Mink Coot Anitocrott
From Evons Fur*, Chicago
America'* Matter Furrier
KLIF
DALLAS
First in both Hooper and Pulse
KELP
EL PASO
First in Hooper and Pulse
WNOE
NEW ORLEANS
Tops all independents in
August Hooper
WRIT
MILWAUKEE
•
The most talked about station
in the midwest
KNOE
MONROE, LA.
First by for in Hooperatmgs
STAT I O
ALL
DIFFERENT
MUSIC
12 DECEMBER 1955
19
MCA TV HLM SHOWS
CORE AGAIN !
m>Xm\ MM)
»OYAL CANAD.ANS SECRET JOURNAL
8 34.4
Birmingham (Pulse)
Pittsburgh, 40.9 (Videodex)
Shreveporl, 29.4 (ARB)
WESTERN FEATURES
STARRING
Pittsburgh (ARB)
St. Louis, 28.7 (Videodex)
Buffalo, 26.4 (Videodex)
WESTERN FEATURES
STARRING
GENE AUTRY ROY ROGERS
21.9
Phoenix (ARB)
lumbus. Sat. AM, 12.9 (ARB)
anapolis. Sat. AM, 11.6 (ARB)
Phoenix (ARB)
Boston, Sat. aft., 13.9 (ARB)
Houston, Sat. Noon, 14.9 (ARB)
For both Western features: 27.1 weekly cumulative
rating in I. A. Lowest cost per 1000 homes per
comm'l minute in TV film programming — 42 cents I
PRESTON FOSTER
ATERFRONT
FAMOUS
PLAYHOUSE
40.5 45
Charlotte (Pulse)
San Francisco, 21.4 (ARB)
Toledo, 36.4 (Videodex)
New Orleans (Pulse)
Dallas-Ft.Worth, 26.0 (Videodex)
Atlanta, 16.6 (ARB)
ALL AMERICA!
Choose your rating service — ARB, Pulse,
Videodex. One thing you'll find they all have
in common: Film shows syndicated by
MCA TV are top-rated* everywhere.
Big audiences that spell big sales for you!
'September-October, 1955, ratings are shown.
Norfolk (ARB)
Kalamazoo-Grand Rapids, 26.0
(Videodex)
Toledo, 18.8 (Videodex)
n»w show— prt- syndication
network ratings shown
Buffalo (Pulse)
Columbus, 22.7 (ARB)
New Orleans, 39.0 (Pulse)
tone, wire or write
>ur MCA TV office
f your audition
If nt today!
AMERICA'S NO.
GRAMS
Serving you with
30 offices in
principal cities
allihree hear EAR
-to -EAR- to
HOOPER
\u matter who asks the questions in wITICillO/
the answer is
KOWH
43.7%! That's the average share of audience Hooper (October-November)
gives KOWH. Latest Pulse for Omaha-Council Bluffs gives KOWH top
spot in every time period. Ditto Trendex. KOWH has placed first in
audience year after year .... gradually increasing its first-place dominance,
until now KOWH is first in every time period of every survey in the Omaha
market. Mid-Continent ideas, programming and excitement plus good cover-
age (660 KC) are working hard and getting good results for national and
local advertisers. No matter which rating habit you have — you can feel
secure with KOWH because all 3 hear Omaha radio ear-to-ear-to-ear. Chat
with the H-R man, or KOWH General Manager Virgil Sharpe.
^#
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
22
SPONSOR
New and renew
12 DECEMBER 1955
1. New on Radio Networks
SPONSOR
AGENCY
Armstrong Nurseries. Ont.ino. Calif
C jli r Piunc 0 Apricot. S.in |osc, Calif
Drjckett Co. Cinn
Easy Washing Machine
Krr> Morse Seed Co. Detr
Ccncr.il Motors. Dctr
Cenor.il Motors. Detr
Cener.il Motors, Dctr
Olson Rug Co. Chi
Rjdio Bible Class, Inc.
R. | Reynolds. Wtnston-Salcm
Seven Up Co. St. Louis
Seven-Up Co. St. Louis
Stanback Ltd . Salisbury. NC
lordjn Co. LA
Long Adv. San |osc
R.ilph H Jones. Cinn
BBDO. NY
M.icManus. |ohn & Adams.
Bloomficld Hills. Mich
Kudncr, Detr
Kudncr. Detr
Kudncr. Dctr
Presba. Fellers & Presb.i.
Chi
I. M. Camp. Whcaton. Ill
Wm Esty, NY
|WT. NY
|WT, NY
STATIONS
CBS 47
CBS 203
ABC
CBS 203
CBS 203
CBS 203
CBS 203
CBS 203
ABC
MBS 232
MBS 409
MBS
MBS
Piedmont Agency. Salisbury ABC
PROGRAM, time, start, duration
Rose Circus; Sat 1 30-1 45 pm; 5 Nov. 4 wks
House. Party Th 3-j 15 pm 5 Jan; 26 wks
Breakfast Club; 9 35-9 40; 21 |.in
Arthur Codtrey Time. W O every 4th F 10:30-
10 45 am; II Jan; 26 wks
Garden Gate; Sat 945-10 am; 25 Feb. II arid
Bine, Crosby. F 7 30-7 45 pm ; 5 mm scg; only 9
Dec
Galen Drake; Sat 10:40-10:45 am; 26 Nov and
10 Dec only
Helen Trent; M & W 12:30-1245: 28 Nov &
7 Dec only
Breakfast Club; M 9:25-9:30 am; 23 |an; W 9 20-
9 30 am 25 |an
Radio Bible Class; S 10-10:30 am: 18 Dec: 52 wks
Ccncral Sports Time; T & Th 5:30-5 55 pm ; 28
Nov
Tomorrow's World: S 5:50-5:55; 10 Dec-31 Dec 55
Stand by with Bob and Ray; M F 5 30-5:45. 5
Dcc-30 Dec
When a Cirl Marries; W 10:45-11 am; 28 Dec
K. nni In H
Bochm- ■
2. Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
AMSt.ite Insurance. Chi
Christiansen, Chi
ABC
Sports Today with Bill Stern; alt M-F 6 30-6 45
12 Dec; 52 wks
Hazel Bishop. NY
Raymond Spector. NY
CBS
203
'2 sp ship of following: Backstage Wife; T Th
F 12:15-12:30 pm 2 |an; 13 wks; Our Gal
Sunday. T. Th. F 12:15-12:30 pm; 2 |an: 13
wks; Second Mrs. Burton; M. W. F 2-2:15 pm
2 Jan. 13 wks; Perry Mason; T. Th 2:15-2:30
pm; 2 |an; 13 wks
Free Methodist Church ol
NA
W. F. Bennett
ABC
Light and Life Hour: S 8 30-9 pm; 23 Nov
General Motors. Detr
Kudncr. Detr
NBC
195
Henry |. Taylor News; M 8-8:15 pm ; 12 Dec;
52 wks
Goodyear Tire & Rubber,
Akron
Kudncr. Dctr
ABC
Greatest Story Ever Told; S 5 30-6 pm
Miln r Products. Jackson
Miss
Cordon Best. Chi
CBS
203
Robert Q. Lewis: Sat 11:45-12 n; 5 Nov; 52 wks
Sun Oil. Phila
Ruthrauff & Ryan. NY
NBC
37
Sunoco 3-Star Extra; M-F 6 45-7 pm : 9 Jan: 52
wks
3. Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
Seymour Abclcs
Thomas E. Belcher
John Bendik
Ewart M Blain
John Boescl
Walter Brown
John Burns
Robert Burris
Charles Burge
Jack Chapman
William Clark
Charles M Conner
Robert J. Dean
Jack Donahue
Joseph P. Dowling
Ch.irles Edwards
William W. Firman
James A. Cates
William Colding
James A. Gunn
Leonard E. Hammer
Richard W. Jolliffe
David Kaiglcr Jr.
Robert M. Kiley
David Kitrcll
Walter M. Koessler
David A. Lindsey
Les Lindvig
Carroll R. McKcnna
William B MacRae
mgr
CBS Radio. NY
KCEO-TV. Enid. Okla. commcrcia
Robert S. Atkins. San Fran
KYW. Phila. sales
A. C. Nielsen. NY, client services exec
RAB. New York, sales exec
ABC film syndication. Chi. midwest mgr
Ccncral Photo. San Fran
KXOX. St. Louis, asst sales mgr
ABC film syndication, midwest mgr
WOOD-TV. Crand Rapids, acct exec
KM|-TV. Fresno
Associated Artists Productions. NY. sales rep
WSAV-TV. Savannah, commercial mgr
KSFO. San Fran, sales
_Same. sales mgr
Same, acct exec
Same, sales development mgr
Same, vp and natl sales director
-KSFO. San Fran, sales
KMOX. St. Louis, sales mgr
. WHRV. Ann Arbor. Mich, president and general mgr
Same, vp and western sales division director
WTCN-TV. Minn-St. Paul, acct exec
WFIE. Evansvillc. Ind. general sales mgr
XMI-TV. Fresno WFIE. Evansvillc. Ind. general sales mgr
CBS Radio. Chi, spot sales, acct exec Same. Pacific Coast network sales mgr
Hcadley-Reed. NY. research and sis development mgr WTOP-TV. Wash. D. C . sales promotion director
WWCA. Cary. Ind
CBS Radio. Chi. acct exec
TPA. New England rep
• ■ l~f . Iltn Lll(,l 1MU > t yi
Avco. NY. Croslcy div. sales promotion mgr
KTVW. Seattle, sales mgr
MCA-TV. NY. sales
CBS Radio. NY acct exec
*_ u _i i\ou>v, ri 1 owvi 1. a t- v
Adrian Bauer Adv. Phila. vp of rad-tv
WMBD. Peoria, regional sales mgr
Katz Agency. Dallas
WROK. Rockford. III. general mgr
Omaha World Herald.'' natl adv mgr
KPHO-TV. Phoenix, acct exec
■?AB NY. asst natl promotion director
Crosley B'casting. NY. acct exec
WTOP-. -
Same, promotion and merchandising
CBS Radio. Dctr. network sales mgr
Yankee Network, national sales service, merchandise dir
Ziv International. Cinn. acct exec
KONA-TV. Honolulu, general sis m?r
WABC-TV. NY. acct exec
Same, sales service administrative mgr
WPFH. Wilmington, president
Same natl sales mgr
WTVD. Durham. NC. sales
WCBS-TV. Miami, mng director
WOW Omaha, promotion mgr
Same, local sales mgr
Same, natl sales exec
TvB NY. sales
In next issue: ISetv and Renetced on Television (Nettcork) ; Advertising Agency Personnel Changes;
Sponsor Personnel Changes; Station Changes (reps, netirork. pmcrr);
4.
Rch.ird
loliffc 3i
David
|r. <3>
12 DECEMBER 1955
23
12 DECEMBER 1955
>#i# and rvnew
David A.
Lindscy (3)
Stephen C. Rid-
dleberger (3)
Robert M.
Riley (3)
Frank A.
Tooke (3)
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Richard P. Morgan ABC film syndication, NY, asst to president _
|ohn R. Porterfield Storer B'casting, Chi, eastern natl sale mgr
Henry R. Poster MBS, NY, sales plan mgr
Earl Rast KANC-TV, Waco
Stephen C. Riddlebcrger ABC TV, network program admin mgr
Ccorge Rice WABC-TV, NY, film director
Robert M. Riley WMBD, Peoria, regional sales mgr
Tom Rook Filmack, Chi, production
Harold P. See KRON-TV, San Fran, station mgr
John E. Surrick WAKR. WAKR-TV, Akron, asst to president
James E. Szabo Adam Young Television, NY, sales mgr
Franklin A. Tooke KYW, Phila, general mgr
Ernest M. Walker ABC Radio, NY, acct exec
Daniel P. Weinig Katz, NY
Same, vp in charge of business affairs
. WABC-TV, NY, acct exec
ABC Radio, NY, sales development mgr
-KFSD-TV, San Diego, sales
ABC Radio, NY, business mgr
Same, program director
Same, natl sales mgr
Same, tv sales rep
Same, general mgr
WPEN, Phila, local sales mgr
WABC-TV, NY, acct exec
WBZ-TV, Boston, general mgr
..Same, central division, sales mgr
Storer B'casting, NY, Eastern Radio Sales Mgr
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Benton & Bowles, NY
-WJ6K-TV, Detr, merchandising and promotion mgr
William Esty, NY _
Robert S. Otto, NY, acct exec
Edward R. Beach _
Kenneth H. Boehmer
Julian Field
Stewart L. Fritche
Fred Hale _
George Haight McCann-Erickson, Hllywd, programing dir
Charles P. Hirth ...Biow, NY, acct exec
Leonard H. Russell Warwick & Legler, NY
Kerry F. Sheeran Weiss & Celler, Chi, acct exec
Utica Drop Forge & Tool, Utica, adv mgr
McCann-Erickson, NY, vp and chrmn of mkt plans
Ralph Sharp Adv, Detr, vp
Lennen & Newell, NY, sr vp and creative dir
Same, vp
Wilson, Haight, Welch & Crover, NY acct exec
Same, NY, vp in charge of rad-tv
North Advertising, Chi, vp and acct supvr
.Same, vp in charge of research
.North Advertising, Chi, acct exec
5. New Firms, New Offices, Changes of Address
Anderson & Roll Advertising, Omaha, has reorganized as The
John V. Anderson Agency
Associated Artists Productions, New York, created a national
sales division 1 November
Ceorge Blake Enterprises, New York, will use additional space
at their present address for major expansion
Bryan-Houston, New York, announces the location of their
new offices at 730 Fifth Avenue
Compton Advertising, New York, will move to new quarters
at 625 Madison Avenue about 1 March
Forbes and Associates, new tv and motion picture con-
sultants, have opened offices in the First Federal Bldg.
Richmond
Kennedy, Walker & Wooten. a new Los Angeles agency, has
opened at 8743 Sunset Blvd
The Quality Radio Croup. New York, has moved to larger
quarters at the Berkshire Hotel, 21 East 52nd Street
RCA. headquartered in New York, announces the creation of
new sales posts in Latin America
Warren R. Smith, Inc., Pittsburgh film producers, have ex-
panded their studio space and enlarged their staff
WMCA. New York, will move to new quarters located at
415 Madison Avenue about February
Ernest M.
Walker i3>
Daniel P.
Weinig 3
/
6. New Agency Appointments
SPONSOR PRODUCT (or service)
Brown & Williamson Tobacco, Louisville du Maurier cigarettes
Coca Cola Bottling, NY soft beverage
Dc Prcc Co, Holland, Mich. pharmaceuticals
E & J Callo Winery, Modesto wine
B. F. Coodrich. Akron flooring products
Firestone Tire & Rubber Co, Akron auto supplies
Jacoby-Bender, Woodside, NY watch attachments
Norcross, NY greeting cards
J. F. O'Connor & Sons, So. Calif. Lincoln Mercury cars
John Oster Mfg. Co, Milwaukee home appliances
Pillsbury Mills, Minneapolis ___cakes and mixes
RCA Victor. Canadian div, Montreal radio and television receivers
Shaler Co. Waupon, Wise. Rislone motor oil alloy
Weston Biscuit Co. Passaic, NJ biscuits and cookies
York Pharmacal, St. Louis pharmaceuticals .
AGENCY
Ruthrauff & Ryan, Chi
Marschalk and Pratt, NY
Grant, Schwenk & Baker, Chi
Doyle Dane Bernbach. NY
McCann-Erickson, NY
Foote. Cone & Belding, NY
. Crey Advertising, NY
Young & Rubicam. NY
Kennedy. Walker & Wooten, LA
Mathisson & Associates, Milwaukee
Leo Burnett, Chi
Kenyon & Eckhardt. NY
Walker B. Sheriff. Chi
Biow-Beirn-Toigo, NY
Warner & Todd. St. Louis
24
SPONSOR
lOOO-ft .^0*
will bring most of Arkansas to
J
arm
CHANNU II
una rock!
KTHV, Little Rock — onl) on the air since November 27 is now building
a new 1000' super-tower, 1SIX) feet above average terrain!
With maximum 316,000 watts on Channel 11, KTHV will deliver an excellent
picture to most of Arkansas. Presently on the air from 5 to 10:45 p.m. daily,
and 4 to 10:45 p.m. on Sunday, KTHV will soon be going full time,
becomes Basic CBS Television Outlet on April 1 !
The star-spangled CBS and ABC shows below are already scheduled. Better
ask \our Branham man for 'availabilities NOW!
OMNIBUS
BISHOP SHEEN
G. E. THEATRE
ALFRED HITCHCOCK PRESENTS
APPOINTMENT WITH ADVENTURE
FAMOUS FILM FESTIVAL
ROBIN HOOD
BURNS & ALLEN
GODFREY TALENT SCOUTS
DECEMBER BRIDE
STUDIO ONE
NAVY LOG
THE PHIL SILVERS SHOW
MEET MILLIE
GODFREY AND HIS FRIENDS
THE MILLIONAIRE
I'VE GOT A SECRET
U. S. STEEL HOUR
FOUR STAR PLAYHOUSE
MAMA
OUR MISS BROOKS
CRUSADER
WANTED
PERSON TO PERSON
BEAT THE CLOCK
STAGE SHOW
HONEYMOONERS
TWO FOR THE MONEY
IT'S ALWAYS JAN
DOUGLAS EDWARDS NEWS
Plus LOCAL NEWS, WEATHER, SPORTS
316,000 Watts
Channel
©
slOW AFFILIATED WITH CBS AND ABC
Affiliation on April 1
Hcnn B. < lay, Executivt ' ideml
B. G. Robertson, General M
Affiliated with KTHS. Little Rock
and KWKH, Shreveport
When it's cold outside and you'd like
to create a warm feeling in three
choice Western Pennsylvania mar-
kets, start burning up the wires to
WJAC-TV, Johnstown. What a siz-
zling Hooper! WJAC-TV is:
FIRST in Johnstown
(a 2-station market)
SECOND in Pittsburgh
(a 3-station market)
FIRST in Altoona
(a 2-station market)
You really put the heat on sales . . .
with the 1 buy that covers 3 —
Ask your KATZ man for full details!
by Joe Csida
ifs not uluii you pluy, Ws how you proyram
Four or five years ago I played a string of one-nighters
as a speaker on a BMI Program Clinic tour through the
West and Northwest. In my own ineloquent manner I tried
to point out to the assembled station people in town after
town the vast, unexplored opportunities for great, yet inex-
pensive, music programing. It is probably a tribute to my
lack of talent as an orator that all evidences point to the fact
that to this day I made only the very smallest kind of dent.
If any.
The most recent documentation of my failure was a piece
in the 14 November SPONSOR asking the question: "Is radio
overdoing music-and-news programing?" This piece, you
may recall, revealed that by far the biggest segment program-
ing is popular music.
My ready answer to the question is the very point I tried
so hard to make from the rostrum a half-decade ago. Radio
isn't overdoing music; it's simply underdoing intelligent se-
lection and imaginative usage of the available music, both re-
corded and transcribed.
When I made my point some four, five years ago that
there was a wealth of non-top- 10 material available on disks
and ET's which, with a little showmanship, thought, and in-
genuity, could be utilized for powerful programing, the
point, I believe, had great validity. There was considerable
material around. Since that time, and virtually year by year
(for reasons it is unnecessary to dwell upon here) literally
thousands of additional packages of recorded material have
become available. And scores of new packages are being
made available every week.
For ever since RCA Victor and Columbia introduced the
45 rpm and 33 1/3 rpm Extended Play and Long Play
records, respectively, every record manufacturer has in-
creased his output of packaged merchandise. Most of the
major manufacturers, as a matter of fact, have set up sep-
arate divisions to handle their package output and their
single record output. EP's and, especially LP's exist, or are
being produced, on just about every conceivable subject and
theme, featuring every variety of artist and embracing every
known style of music.
Ignoring the single offerings of the record makers, and
(Please turn to page 68)
26
SPONSOR
Chatiml 2 MeunA BiaaUmaa
M
ut
.serving more than 500 healthy cities and
towns in Wisconsin and Upper Michigan.
Yep •Bi^et 'n Baltimore I
MATDNO EVANS Orn M9
Beo WHO TELEVISION
12 DECEMBER 1955
27
ONLY ON
Sound-est investment
Only on WBT Radio can you associate for your product the
massive, traditional selling power of "Grady Cole Time", now in
its twenty-sixth year and stronger than ever. Grady gives each of
his forty-six current sponsors individualized benefit of his
8.7 average Pulse rating (5:45 to 9 a.m., Monday
through Saturday) plus canny commercializing
and immense influence with consumers,
retailers and wholesalers.
The rarity of availabilities underlines the prudence of
regular contacts with your CBS Radio Sales man.
12 DECEMBER 1935
Is "marketing" the newest
ad agency tool - or cliche ?
ADVERTISING
AGENCY IN
TRANSITION
PART TWO: Advertisers9 Insistence on broader m a r /»•«»< in ?/
aid Irani agrnrivs stirs controversial points of ri«»ir
////. SECOND article in what sponsor regards as
its most important series to date starts helmi .
Researched for months, the series collates am/
analyzes tin- thinking oj the men who arc shaping
the marketing revolution at the nation's major
advertising agencies. {See also editorial page 121.'
by lien Bodec
* - the expansion of marketing services by advertising
agencies buill on a sound foundation or i- it destined to
pass away in a few years as ju-t another fad?
Or does this development offer the agency an oppor-
tunity to establish itself more firmly than ever as an
integral tone for selling goods?
These are the two basic questions yet to be resolved
as the "marketing revolution*' take- shape.
Agencymen are al>o asking Mich questions as: (a) Is
the expansion of marketing services an assurance or a
threat to the agency'- economic and professional Stabil-
ity? (1)) Is "marketing" becoming an agency tool — or
cliche? (c) Will marketing upset the authority and
Stature ot the creative, media and other traditional
sen ices in the agencj ?
One top management agencyman, in discussing this
quandary with sponsor, compared the agenc) field's
predicament to the old wheeze about holding a hear by
the tail. He added this observation: "Regardless of
what we may think about all the talk about the agency's
widening role, we've got to hear in mind that ours i- a
highk competitive and opportunistic business. If we
find that business judgment dictate- that we conform to
the client's new requisites we'll to it graciously and as
Jack Williams. ( \\\ \.(... (right) symbolizes agencies' trend to k
evaluate client's marketing activities l>> mean- .<f direct retail contact r
w
Cunningham & Walsh
executive v.p. at work
i
THE
ADVERTISING
AGENCY IN
TRANSITION
MARKETING" NEWEST AD AGENCY TOOL OR CLICHE? < vontinued )
efficiently as possible.
■ »r has been inquiring into the
, hange in client-agenc) relationship
Ughl about b\ whal is referred to
as the "marketing revolution," the
- reactions t<> tin- change and
the part that television has played in
changing marketing concepts as well
as that relationship. For the purposes
of this -cries sponsor surveyed a repre-
sentative cross-section of top level
business management, ad managers,
market directors and sales managers in
client organizations, agency top man-
agement and agency marketing direc-
tors. These companies and agencies
represent collectively over $500-million
a year in advertising expenditures.
Before going into the findings of
sponsor's inquiry, here's a quick link-
up of the factors in this "marketing
revolution":
• Business management's shift of
the activity and problem center from
production capacity to marketing.
• The increased frequency of new
products and brands. (Example: 25%
of today's grocery business derives
from products developed only in recent
years. I
• The rapid growth of self-service
supermarkets. (They account for about
O.V, of all grocery and 55% of all
drug product sales.)
• The emergence of television as a
super-potent facility for preselling the
consumer.
• Arm-in-arm, the cascade of new
products, the spread of supermarkets
and the impact of television have in
combination so intensified competition
for the manufacturer — meaning the
advertiser — that he has had to sharply
orient his marketing concepts, strategy
and planning. Broadly speaking, he
now bypasses the dealer and concen-
trates his sales attack on the consumer.
His new focus makes the manufacturer
the direct seller to the consumer.
In effect, the big grocery and drug
products manufacturer says to his
agency now:
"We've got new marketing ap-
proaches and concepts and we want
you to assist us in those aspects with
counsel and services. Of course, you'll
have to shift your orientation as far as
\our relationship with us is concerned.
We're beginning to feel that your func-
tion in general marketing counsel and
services is about as important as your
preparing and placing of advertising
copy. So we suggest that you retool
your approach and give us as much of
a hand as you can in helping us solve
our marketing problems.
"And we also suggest that you gear
your advertising plans realistically to
our total marketing budget and that
your planning of any nature for us be
integrated with our marketing strategy.
To us you're not just an advertising
agency but a general marketing serv-
ices agency."
And what are the highlights of spon-
sor's observations emerging from the
inquiry? Here they are under nine
headings:
J. What clients expect: The die
seems to be pretty well cast as far as
the big advertisers are concerned. They
welcome and "expect" a broader
variety of marketing services. It may
be because bigger companies have
more complex marketing problems.
And sponsor's collection of comments
from advertisers spending $5-mil!ion
and up indicates that the pressure for
expanded marketing service from these
quarters is getting progressively firmer.
Take, for instance, these comments:
Donald S. Frost, advertising v.p.,
Bristol-Myers (56% of $8-million
tv-radio budget) : "It is not only ex-
tremely desirable but urgent that the
agency participate in the client's over-
all marketing operation. The agency
can't do a thoroughly efficient adver-
tising job unless it has a full concep-
tion of such factors as product de-
velopment, packaging, pricing, sales
promotion and merchandising."
Henry M. Schachte, advertising
v.p., Lever Bros. (68% of $18-million
budget in air media) : "The big agency
or little agency that's making the big
impact on the client are those who
have got themselves integrated to a
substantial degree with the client's
general marketing picture — that is,
taken responsibility for everything that
can help sell a product. When Lever
Bros, launches a new product, it dis-
cusses all aspects of the product — the
entire selling strategy — at a meeting
with the agency on the product, and
the result invariably is sound ideas
BBDO MARKETING
DEPARTMENT PROVID
THESE SERVICE!
•
MARKET ANALYI
Development of over-all marketing straJ
by determining basic consumer fj
PROMOTION PLANS, PROGRAl
Themes designed to increase consu|
sales stimulate trade activity,
TRADE SURT
Drug, grocery, department stores,
dicate, specialty shop, jewelry,
SALES PROMOTION SERVK
Contests ( consumer and trade), premi^
and additional sales hypodern
NEGRO MARKl
Experienced specialists interpret
ent's marketing programs, potend
PACKAGE DESII
Package analysis, consultation
design ser
STORE TEST OPERATIC
Product testing of labeling, pricing, pij
uct display, location; traffic, sampling,
PURLICATIONS, TRADE RELATIO|
Food, drug and department store staff
sentations, newsletters, slides, book]
TRADE GROUP PRESENTATIol
Food. drug, department store staff stir
and seminars to colleges, trade asso
SPORTS CONTA
Liaison for radio-tv of special sport
events, testimonials, endorsements, f
SALES ANALYS
Analysis of clients' sales and disfl
tion, competition, market service repr
from the agency on the marketing of
the product. Aware of all these things,
the agency's marketing plan is a lot
sounder. . . . How can you create a
piece of copy unless you put the end
results of the various specialists that
compose marketing in the right pro-
portion to the products needs.''
LOOK FOR THESE UPCOMING ARTICLES
PART III — H HAT AGEM IES NOW DEM AS D OF ACCOUNT SI PER! ISORS AXD EXECUTIVES—
PART IV — IS THE IMPACT OF TELEVISION CHANGING MARKETING CONCEPTS __
(Other related articles will be announced later)
26 DEC.
9. JAN.
SPONSOR ESTIMATES THIS BBDO MARKETING DEPARTMENT REPRESENTS $.'57.>.00<) ^E\Rl.>i I' O KOI I.
BUO's marketing setup contains specialists in wide varietj of product fields.
i picture from left to ri^-lit. seated John Procope, Negro marketing; I
earn, drui marketing; Edward Hoare, Jr., grocery marketing; Lyle Purcell, v.p.
charge of marketing department; Alfred Sparks, crocery marketing; Adrian
taker, premiums, sales hypodermics; Louis Kruli. jewelry mark- - tiding:
ahame Enthoven. - 1 . i iT presentations; Joseph Spencer, administ ative assistant
to Pun ell : Paul Frej A, marketing
Mullen, ,i Moultak. j
Robert ott, department store marketing; B
market ng CI 0 • trke, drug mark. nt: Willi.
ing group supervisor; Wilton Haff industrial marl
marketing; C J. Villante spi I and Edward Wan
Executive v.p.. whose firm is in the
over-$15-miIlion bracket (58r< tv-
radio): "We're in an era of ever-in-
creasing competition and specializa-
tion. To be successful we must do
everything we can to minimize our
risks, to eliminate guess and put our
marketing program on a semi-scientific
basis. To help us. it is important that
our agencies gear their functions, as
well as planning, to our entire market-
ing 'spectrum'.''
Edicin W. Ebel, v.p.-marketing,
General Foods (S'26-miUion advertis-
ing, .>/', tv-radio): "We bring the
agencies in on our marketing planning
because we believe thej cannot give
the full measure of their advertising,
promotion and merchandising re-
sourcefulness unless they're brought in
mi the whole picture. . . . They are in
a position to produce advertising thai
i~ keyed to the marketing objectives."
However, sponsor encountered a
number of smaller advertiser- who
preferred the old relationship. Said
one of these: "We've done very well
through the years by just letting our
agenc) service us with advertising.
Whenever we End ourself in need of
special marketing services we eng
a marketing, or merchandising
ant. (iced marketing or merchand -
men are hard to find and I <!<>n I
bow small . .i- .ni afford on a
permanent basis the qualirj of market-
ing man whom we'd take seriously.
'*. lr/<>n<-i/ thlitkinq: Mosl of the
topline agent ies bave on their stafl
seasoned, professional marketing <>r
trticle continues next
12 DECEMBER 1955
31
ADVERTISING
TRANSITION
IS "MARKCTING" NEWEST AD AGENCY TOOL OR CLICHE? (, .„„„•„„,.,/ ,
n
handising pi i sonnel or are in the
ol expanding theii marketing
services, The i * i — 1 1 to hire among some
i eater than the a\ ailabilit)
oi topflight marketing men. Mosl "I
them i ome li tin- manufactui ing
field, u here the) ve sen ed as sales
manager or product manage] "i mer-
chandising manager.
There's a wide variance among
agencies mi what constitutes marketing
services and also the meaning and
scope of merchandising. Suffice to say,
few of the agencies in sponsor's fairh
substantial cross-section were found to
maintain an in-depth marketing divi-
'ion or a large staff of merchandising
men working in the field with the
client's people.
sponsor encountered among top
management agencymen a disposition
to talk but not to be quoted. Here are
some quotes that span the range of
opinion among them:
Chairman of the board whose oper-
ation is in the $50-million-plus class
(60' < air media): Our agency offers
marketing services to help the client's
marketing director which are his to
use at his discretion. As we see it, the
object of the client's bringing the
agency into the marketing picture is
to improve the agency's function not
onl) on advertising but as a general
i id to selling goods. The agency ma\
not fie able to handle all the marketing
i unctions of an account but it mu^t
know how each of these functions is
performed so that it can offer intelli-
gent counsel on the client's marketing
strategy and planning as well as
execute an appropriate advertising
campaign. Otherwise, you can (unc-
tion in a vacuum.'
Executive vice president of an
HOW THE AGENCY CAN BEST RENDER MARKETING ASSISTANC
Summarized from expressions obtained from advertisers by SPONSOR
Orient the agency's thinking and marketing approach to the client's broad
marketing problems and goals; both in immediate and long-range terms.
Provide the type of research which will aid him in his forecasting and tell him
where his growth potentials are and where he can expect to increase sale
Include in the agency's campaign presentation a professional fabricated
marketing plan, which will serve as a keystone to the advertising campaign
and prove flexible to change if the need arises.
Call to the advertiser's attention the latest marketing techniques,
whether they are techniques developed and applied in his particular field
or, having been used in other fields, are of value to his field.
The agency's manpower should include marketing or merchandising
personnel who have mature, professional backgrounds in the practical fiel<
of marketing and who have, as executives in the manufacturing or retail
field, had the responsibility for building a product's sales.
Show an interest in all the processes of the client's business, including
production. In other words, try to understands the dynamics of the advertiser's busines
so that the agency can harness its selling techniques to the
advertiser's productive ability with maximum effectiveness.
agency with ovei t W million m billingi
i .')H' , iv-radio) : "An agency should
In- particular!) qualified to oner Bound
marketing advice because it functions
in wider and mm!' diversified fields
than the client, and ii encountei - data
<>ii marketing situation thai should be
of \ alue to the client \\ e look upon
the expansion oi the agency - services
in marketing .1- a challenge and an
opportunity, I > ut we have yel i" de-
termine how widel) we can spread
ourselves in marketing manpower and
service until the questions oi agenc)
cost and compensation bave been re-
solved.1
Partner in a < III million class
agency (about 65% in air media): "It
i> as important to keep a client sold
on the agency's over-all Bales plan as
on the advertising plan. Hence the
expanding importance oi the market-
ing or merchandising executive in the
agenc) at least in ours, rhese days
Mm. a- an agcncv. must lia\e a direct
line of contact to the marketing or
Bales director of an account as well as
the ad manager.
President of an agency in the
$15- to $2()-millioii ranitc 1 III' < tv-
radio): "The talk about marketing
and the agency's responsibilities to the
client for a lot more of it have the
earmarks ol somehodv selling a new
glamor babv . \nvhodv who is a sound
advertising man in approach has to be
a basicalhj pood marketing man. and
vou can't isolate the two. \\ e've alwa) -
been an active merchandising agenc)
and a successful one. hut were going
to -tav within our depth. When an
agenc) undertakes to offer genera]
marketing counsel or service, it's
taking on a big load. and. in mj
opinion, a very precarious one. I'd
rather create good advertising and
build sales b) merchandising thai ad-
vertising properly."
:i. Hole of tv: The impact oi tele-
vision as a presetting instrument has
influenced the thinking and structure
of todav S marketing strateg) and
tactics. Television has produced a new
element of flexibilit) an emotional
interest and reaction which is caus-
ing the advertiser to revise periodicall)
his concept of the relation of the
medium to his entire marketing plan-
ning. For instance, he has found out
that the merchandising value of his
product to the dealer is greatly en-
hanced hv a telev ision campaign and
(Please turn to page X 1 0 1
A 'C
S3
TELEVISION
I
TV IMPACT AT THE PRICE OF RADIO
That's what you get, says KWKH's Henry Clay, when
you put sound track of tv commercial on radio
]% adio can achieve virtual!) the same impact <i- television
I at a much lowei cosl if advertisers use the same sound
track for both their radio and tv C rjercials. I hat -
the thesis of Henr) B. Clay, executive vice president and
I general manager of KWK.II. Shreveport, La. He calls his
I concept "radiovision." Says Clay: "When the listener hears
the message, his mind recreate- ami visualizes what he's
seen on television." In addition to h advertisers who
want to extend their impact to radio at low COSt, CU) feels
radiovision should figure in the thinking of (1) the advertise]
now in radio and (2) the advertiser-to-be. The current radio
advertiser can create tv commercials "that will I"- re» ognizable
I immediatel) to viewer- who are also listeners. I he
advertiser with a low budget who i- about to -tart using radio
can build a commercial readil) convertible to tv when he's
I able to afford it. In fact, says Clay, the new radio advertise]
might do well to work out his visual message in advance. * * *
RADIOVISION
12 DECEMBER 1955
33
i
bi.
5ks
Miss Universe of 195'
Miriam Stevenson, is
shown (big picture)
relaxing after day wh
includes two tv shows
on WIS-TV, Columbi
She trained for wee
to learn tv under WISVi
Dixon Lovvorn (with f
in top picture). Besi %
the work there are
some light moments a I
in picture (middle)
with Tom Cureton anc"
Charlie Roman. Amol I
most important activi 1 >
MISS UNIVEl
for Miriam is work
clients. She's shown
(bottom picture) with
Robert H. Lovvorn,
president of Calhoun
Life, who is seated on"l
right. They're planning
sales meeting with dii
supervisors. Miriam
also works closely wi)
Calhoun's agency, Br I
Graham and Hamby,
with William Hancock]
Buick dealer who is a
sponsor. Miriam's all-
visit to Hancock showr
helped draw capacity i '■'•
-::
Beauty, braiiiL.wkt a combinatioo
Beauty contest winners are proving able as tv performers and lncrchand*
Mill America of 1955,
Loe Meriwothor, adds
ilLan't touch to "Today,'
JJ everything from news
ML weather to interviews.
■ I ive Garroway (in big
picture) clowns with
K M over tears she shed
when she won title.
1 She's in on football
I iredictions fun (bottom
picture farthest left).
• he interviews J. Fred
M}9* (center) and gets
.Bihide "Today" studio
I for sidewalk interviews
ISS AMERICA
| St). Lee is available
o "Today" clients for
opearances at conven-
tions and other
merchandising activity,
^pending on her sched-
Among recent trips
I e has made from New
York headquarters of
'cdey" were to Chicago
where she was hostess
•t National Association
of Food Chain Stores
convention and to
Hollywood, Fla., where
she attended air
(>nditioning convention.
1 I
Mil to be that all a girl needed to win a beauty contest was the right
nent and a bathing suit. But with the emphasis on brains and ability as
i- beauty which emerged in the Mi- America requirement.- and in the newer
I Diverse competition, beauty contests today are an ideal source of feminine
for television. The two organizations which recognized tlii- mosl recentl) and
t simultaneously — are wis-tv. Columbia, S. C, and mx tv. wis-tv
Miss Universe of 1955. Miriam Stevenson, this fall to do two daily shows
II as appearances. NBC tv recruited Mi- America of 1955. I.e.- Meriwether,
•egular member of the cast of Today. The picture- above reflecl die hard work
Iris are putting into their new tv careers. They're also a reminder to admen
hen it comes to hiring talent who can he merchandised to a client"- trade,
g beats the value of a beautiful girl — with brains. * • •
12 DECEMBER 1955
35
The TOP 20 air agencies
Total tv-radio billings among' top 20 increased S86 million in 1955
Mw urin,- the calendar \ear 1955 the
lop 20 air media agencies will account
for more than $673 million in radio
ami television billings, according to
SPONSOR'S third annual survey of agen-
cies. This s'!(> million increase over
the 1954 total of $587 million is ac-
counted for predominantly by televi-
sion's continued growth.
Here are some of the highlights of
the hectic year past: The most spec-
tacular increase in air media billings
was made by McCarm-Erickson, with
% I I million more in radio-tv than dur-
ing 1954 and by Ted Bates which also
had a SI 4 million increase in air
hillings; K&E follows close behind
with $13.5 million over 1954 radio-tv
hillings. This year again Dancer-
Fitzgerald-Sample remains the larg-
est radio agency, but the margin be-
tween D-F-S and radio billings of oth-
er major agencies has narrowed. In-
teresting too is the fact that the pro-
portion between tv and radio at D-F-S
has virtually reversed itself this year,
from $12 million in tv and $18 mil-
lion in radio in 1954, to $19 million
in tv and $13 million in radio in 1955.
Trends emerging from sponsor's
survey are mostly a continuation of
developments taking shape two years
or more ago:
• The air media continue to take up
an ever-increasing proportion of total
agency billing, even in the fact of gen-
erally substantial rises in over-all bill-
ings within these agencies.
• There's been an over-all decline in
radio billings among the big shops,
which is more than offset by the tre-
mendous growth of tv.
• Radio billings continue to derive
principal!) from spot, whereas network
accounts for the bigger chunk of tv
hillings.
While 1955 has been a big year for
account switches, many of these
' hanges do not show up in the 1955
billings (hart. For example, some 815
million out of (lose to $40 million in
new McCann-Erickson hillings (the
36
by Evelyn Konrad
Coca-Cola account), won't actually be
in the shop until spring 1956. although
the agency change has been announced.
Another recent change will affect
Biow-Beirn-Toigo billings in 1956: The
agency has lost the $8 million Pepsi-
Cola account. At sponsor's presstime,
Pepsi-Cola had not yet announced its
new agency.
Here's a breakdown on top agencj
billings in 1955:
1. Y&R: radio-tv billings, $72
million: tv. 860 million; radio, $12
million; radio-tv share of over-all bill-
ings, 40%.
During 1955, Y&R had 73 different
tv shows sponsored by its clients either
on network or locally, 23 different
radio shows. The agency s major tv
clients were Borden, General Electric.
General Foods and P&G. On network
tv, Y&R had eight quarter-hour show-.
1955
THE TOP 20 AIR MEDIA AGENC
Rank Rank
now 1954
Aieney
Tv 1955 Radio 1955
(mllllMM)
Tv-radl* % air It af T»
tatal 1955 tetal 1*55 IK
Y&R
$60
$12
872
40
BBDO
$49.5 $10.5
860
40
McCANN-ERICKSON
$49.5 $10.5
860
38
B&B
$41.5 $ 8
849.5
55
]WT*
$39
$ 8
847
27
BURNETT
$36.3 $ 5.8
842.J
60
10
BATES
$35
$ 7
$42
70
12
K&t
$29
$ 5
834
57
9
8
DFS
$19
$13
$32
60
10
9
ESTY
$28
$ 3
$31
60
11
7
B10WBE1RNT01GO
$25
$ 5
830
68
12
11
COMPTON
$20.2
$ 4.1
824.3
53
13
15
AYER
$16
$ 7
823
25
14
13
FCB
$14
$ 7.5
821.5
27 }
15
13
LENNEN &
NEWELL
$16
$ 4
$20
50 ll
16
19
D'ARCY
$14.5
$ 5
819.5
36 1
17
17
C&W**
$15
$ 4
819
46 !l
18
18
SSCB
$14.5
$ 3.3
817.8
54 I
19
20
MAXON
$13.5
$ 1
814.5
48
20
16
KUDNER
$11.5 $ 2.5
$14
23
•Including International. "Estimate bated on account activity
released or confirmed figure* In above chart.
At other 18 agencies, top management
il half-how shows, eight one-how
shows. On radio, 11 quarter-houi
shows, two half-houi shows.
Y&R is the undisputed Numbei One
agenc) l>ntli in aii media and ov ei .ill
billings.
2. HUM): radio u billings, 860
million; i\. 849.5 million; radio, S10.5
million: radio-t\ share "I over-all bill-
ings, Hi', .
Ili i — agency had I"') active radio ac-
counts, 100 active i\ accounts during
1955, four network radio shows, 17
network i\ Bhows, I'1' -|>ot radio ac-
count-. 93 spot t\ accounts, it- big
network radio l»u\ tor the year was
Walter Win. hell on MBS For TWA.
2. McCanii'Erickson: radio u
billings, $00 million; t\ . Si1).") mil-
lion; radio, $10.5 million; radio-tv
share of over-all billings, 38%.
This agencj Lo>t four major accounts
in 1955, although one ..I these won t
.ic tuulls bill through the agem \ until
-pi ing 1956: < o .i < ola 1 1 i million :
\\ estinghouse i onsumei and lamp di
visions, $5 million; Bulova, 86 million;
S m 1 1 1 & I " . . |7 million.
It i- estimated w ithin the ti ade that
tin- agenc) is one ..I the three likelj
to lot v2ii" million over-all billings in
1956. The agenc) - air media billi
are expected to hit an estimated
million next J ear.
(The fact that BBDO and McCann.
I i ickson's radio and tv billings l"i
1955 are identical is Bheer coinci-
dence. In the ease, of these two agen-
cies as in the < a-e of I!! out of the 20
in the chart, sponsor obtained 1955
estimates from top management within
each agency. Neither agenc) knew the
billings of the other before stating its
own 1955 billings.)
/. ///'ii/zi/i & Botde$: radio-b
I dim - - I 1.5 million; t\ - I I , mil
lion : radio, 88 million ; radio-t\ -
of over-all billings, < >' < .
I In- agent v a< |uired 818 mill in
new billing during the past
Studebakei . v I 1.5 million; | [oi ida
( it i ii- ( oramission, 83.5 million
(!. Johnson, 8 I million.
5. /. U dlirr Thompson: i idio-
t\ billings, 8 IT million ; t\ . 839 mil-
lion ; radio, 88 million ; radio-t\ share
of over-all billings
'I his agen< j . lonj tone Numbei ' tne,
relinquished it- Bupremac) in over-all
billings to ^i M!. through I"-- "l •
821 million during the past year, in-
cluding thes< ini-: Ballantine,
Swift. Iloiida Citrus, Parkei Pen.
6. Leo Burnett: t idio-tv, 842.1
million: Iv. 836.3 million: radio, 85.8
i Please turn i<> page I 1 ■"> >
^53-54: FOR COMPARISON, STANDINGS IN PAST SURVEYS
— 7 ~ -
Raak
iwa
Aaen<y
Tv 1954 Radio 1954
(Billions)
Tv-rmdlo
total 1954
Tv-radio
total 1953
°o air It oi
total 1954
% air Is of
total 1953
Total billing.
I'l A< million.
Total billing.
1953 (millions!
2
Y&R
$50
$14
864
S48
40
31
$160*
$140*
1
BBDO
$46
$13
S59
$49.5
40
36
$149
$137
3
JlfT"
$38
$12
850
$39
27
24
$185*
$161*
10
VCANNER1CKSON
$35t
tilt
$46
822.5
35
22
$131*
$103*
1
B&B
$30
$ 7.5
S37.5
$36
55
60
$ 68
$ 60
9
BURNETT
$27.6
$ 6.2
S33.8
$24
64
56
$ 53
$ 43
5
BlOW
$27.8
$ 5.6
S33.4
$28
70
55
$ 48
$ 51
5
DF-S
$12
$18
$30
828
59
55
$ 51
$ 51
7
EST1
$26
$ 3
$29
827
65
60
I 15
$ 45
8
BATES
$22
$ 6
$28
$25
62
61
$ 45
$ 41
15
COMPTOh
$16.8
$ 5.5
$22.3
$15
54
43
$ 41.4
$ 35
13
K&E
$13
$ 7.5
$20.5
$16
41
40
$ 50
$ 40
12
LENNEN &
\ i a ELL
$16
$ 4
$20
$18
57
55
$ 35
$ 33
11
FC&B
$12
$ 8
$20
$19.2
24
25
$ 82
$ 77
AYER
$12
$ 6
$18
21
$ 87
$ 83
13
K! l)\ER
$15.5
$ 2
$17.5
$16
39
36
$ 45
$ 44
17
C&ff
$12
$ 4
$16
$13
42
37
$ 38
$ 35
17
SSCB
$12
$ 3
S 1 r,
$13
50
50
$ 30
$ 26
D'ARCY
$ 9
$ 5
$14
28
—
$ 50
$ 46
16
MAXON
$ 9.5
$ 3.5
$13
$14
37
40
$ 35
$ 35
itnK international. ••E6timat*
i Indicate teener was noc amotif
based on account activity,
top 20 for 19S3.
tBreakdo«Ti
between tr and
radio Is SPONSOR
estimate Toul air billing; come from
McCann Erie* son
Radio-and-giveawajs: "world's
fastest, cheapest" sales tool
That's Ray morgan's opinion and his experience with "giving to get" dates
back four decades. His first radio giveaway customer: Norma Shearer
Raymond R. Morgan, president of
the Hollywood agency bearing his
name, has achieved giveaway-
results like these in radio:
4,500.000 box tops in a few years
for White King soap in an area
of only 7,000,000 families;
600,000 unwinding bands in a
recent offer for Folger's coffee.
The article at right expressing
Morgans vehement faith in radio
is adopted from a recent speech
at NARTB's San Francisco
meeting.
£ was born up in the gold country,
near a little town called Sonora, Cal.
The main street was three blocks long
and on it were 37 saloons. I think
that must have been where Alcoholics
Anonymous came from. Because there
were plenty of alcoholics, and most of
them were certainly anonymous.
In this little rough and tumble foot-
hill town, I learned two lessons that
have helped me sell many millions of
dollars of radio time — and helped ad-
vertisers use this time with great profit
to themselves. I would like to tell you
about them.
When I was about eight or nine
years old I had to go to work. So I
sold the Saturday Evening Post. A
"Queen for a Day" is one of many shows Morgan has created. (L. to r.) Nicholas Keesely.
Lennen & Newell v.p.; Miss Hawaii of 1954; Ray Morgan; Jack Bailey, m.c. of "Queen"
Post sold for a nickel. It cost me 3c.
So I made 2c a copy.
Now I didn't want to work, any
more than any other youngster wants
to work. It was no fun trudging
through the mud and snow trying to
sell magazines.
But the Curtis Publishing Co. built
its circulation by having boys sell their
magazines, copy by copy, from door to
door — from saloon to saloon. And
they did this by offering the boys
prizes! Toy steam engines, magic lan-
terns, magnifying glasses.
One month I did particularly well,
and what do you suppose they unload-
ed off the Sierra Railroad for me? A
Shetland pony! The point is, Curtis
sold magazines by giving away ponies!
They made young boys who are all
notoriously lazy, into hustlers and
rustlers, by giving them a plus induce-
ment to get them into action and keep
them going.
About 1911 I got the agency for the
Ford car. I was about 15 years old.
Still in Sonora.
Price of the Ford Touring Car was
$685, 15% commission to me. No
self-starters. You had to crank the
things. And if you didn't shove the
spark lever back, it kicked back and
broke your arm. Tail light was a
kerosene lantern. Headlights burned
gas made by water dripping over car-
bide in a contraption hooked on the
car's side. A hand throttle but no gas
foot feed. Tires blew out every 50
miles or so and had to be pumped up
by hand.
I thought I was some salesman be-
cause I had been a whiz selling the
Saturday Evening, Post. But I couldn't
seem to sell a Ford. I gave demon-
SPONSOR
Btration after demonstration. 1 i an-
vassed prospect after prospect M\
nerve was weai ing out \ml tn) Ford
was wearing out
( me da) I had a fai mei w itli a pen-
cil in his hand, about to sign tin- i on-
bract. M\ firsl Ford sale! Bui he
backed awa) from it Ml of a sudden
I ^ni a bright idea. I said to him,
"Have you and youi wife ever been i"
the cit) ?" I |> there in the tall timber,
people called San I i anciw <•. ""I he
( ity."
1 don't have to tell jrou the rest of
the Btor) . But in a few \ ears in this
little mountain count) I was Belling
300 Fords a year. The point i-. the
best wa) to get something i- to give
something. The hire of a trip to the
city sold main Ford ear-, gave man)
people happiness, made me many dol-
lars ami much si* cess.
Years went by. \ war was fought
and won. I found myself Bales man-
ager for a gasoline eompany. A little
COmpail) in Long Heath called the
\!a< millan Petroleum Co., and it? fond-
est dream was to sell 8,000 gallons of
gasoline a day, through 200 stations.
Obviously, there i- some competi-
tion in the gasoline business — and
some sizable companies such as Stand-
ard and Shell — and an equally fond
dream of theirs is to keep any little
company from selling 8,000 gallons a
day. Or eight gallons lor (hat matter.
\n\wa\. there was a radio station in
Beverl) Hills, located in a back room
of a furniture store owned by one E.
J. Krause. He called tin- station KFJK.
We bought the radio station and
moved it over in back of a uas station
and changed the call letters to KMPC.
The MPC came from Mai inillan Petro-
leum Co. I never did know where the
K. - on radio stations came from.
\t this early date, no one had ever
thought of selling radio time. We just
wanted to talk about our gasoline.
\nd that we (/ii/. Not only half an
hour a ueek — or 15 minutes a day. We
were on the air for Macmillan Gaso-
line 16 hours a day. And our radio
station and towers were part of our
-well new service station across from
the Beverlv Wilshire Hotel.
On opening da) we sold 200 gallons
of gasoline. Vftei three months on the
air, 16 hours a day for our product,
our gallonage was — 200 gallons a day.
Obviously there was little power in
adjectives to sell gasoline.
So. one evening we went on the air
and offered a budget book. All you
1
IPS IKOM \{\\ M<>K<.\N ON I s|\t. |{ \|)|o
Don't I' i rating! Fool \ iu. I'd rath< i 'ilk to 100
people and -• 11 In than talk i" .i million i
# end up -• Uing to n ■ • •! them.
I It's the i ••mill' rcial on thai - II- ■ ■< doesn't. I
no i"'ini to buying i 140,000 ihow when the commercial*
• , are « i itten bj ■ 140 i u. • k ha
3
IM rather reach four people out "I ever) 100
than H1 people out "f everj Mm ono i eelc.
4
When Mm Bell on radio -'II bard and Bel] straight. V.
-.lli-in. in ever cam< out "l a grocer) store with an order by
( singing a jingle or "entertaining" thi grocer.
6
Nobod) ever heard a watt. Nnlmdj ever heard ition.
The listener bears die program and maj bear the com-
in srcial that's on it
To get something, givi something. If you are ^"in^ to < ■ tT«r
a premium, look for the concealed value. V can openei sounds
# like a dime m> matter if it's worth $5.
7
Be patient. Look at years instead of weeks "i months. Once
you start something on radio, never, never stop. If you can't
# -tick, don't Btarl "r youll lose your shirt.
s.i iiiuiiiiiiiliiu illiuimmmnuiliii
had to do to get it was to drive in and
ask for it. It was a simple little book.
It only cost a few cent-.
Inside of five minutes a long Isotta
Franchini wheeled into the station,
bought 20 gallons of gasoline. It was
Norma Shearer. She had come in for
a budget book.
\t the end of 30 days, our gallon-
age was 2.000 gallons a day, in one
station. We then put our attendants
out in the neighborhood, calling house
to house and giving away coupons
good for two gallons of gasoline. We
used radio to tell people about these
coupons and to bring them to our sta-
tion.
People came in by the hundreds.
Nobody ever said. "Put in two gal-
lons." They said "put in five — or 10
— or — fill her up."'
The point is — the best way to get
something is to give something. The
Bible says it is more blessed to give
than to receive. It says also. "Cast
your bread on the waters and it will
return twofold."
All right. What has all this got to
do with making radio sell — at a profit.
Just this. Radio offers the fastest.
cheapest, surest wa\ of inducing peo-
ple to bu) merchandise the world has
ever known. This, providing \mi have
I 1 I the right angle, (2) the right offet
and (3) the right cop\ . I ex< hide tele-
vision from this statement because it's
too new a medium to accurately ap-
praise as yet.
What do we mean b) ii^lil offer?
Well, when President Roosevelt was
alive. Mrs. Roosevelt Eleanor got a
bill put through congress which per-
mitted a book of an) >ize to be -cut
through the mail anywhere 1"i just
one penny postage. ^ "ii could mail
a 20-pound volume from here tn Hon-
olulu for a perm) postage, if you want-
ed to.
We found a dictionary for a dime.
\ g I big book. Bound in Fabrikoid.
With colored maps, and the name
"\\ ebster" in gold on the . over. W .
bought a 100-word announcement
from Kd Franklin up af f\ll!v off<
thi- dictionary for a dime and the
unwinding band from a tin of I ■'>•';_
Coffee. Next da\ we got 700 letters.
And 700 unw inding bands.
We quickly added other stations and
it wasn't long until we were buying
a carload of dictionaries a week. \nd
' Please turn to page L13)
12 DECEMBER 1955
39
PART FOUR
OF SIX PARTS
S'riicf the tv rep to the radio rep:
So you think i ojlvp got headaches !
I lion, as they talked, it turned out they had many migraines in common
// there is any resemblance between the two characters portrayed in the
story below and any persons living or dead, it is purely coincidental.
If there is any resemblance between the topics discussed and the actual
headaches of station representatives, it is purely deliberate. There are feic
headaches like a business headache and no headache like your oicn. But
the station rep. as the dialogue brings out. has a peculiar migraine
syndrome. While he is first and foremost a salesman, his job, in the
best sense, involves service to tico groups: customer (the agency) and
client (the station). And he sometimes gets the frustrated feeling that
neither — especially the agency — permits him to do the best job he can.
On top of this, his client is often affiliated with a network, which he
must sell against (though it creates adjacencies for him), and his customer
is linked to an advertiser. wht> must be both satisfied and pacified.
Mo wonder, as this fourth story in SPOMSOR's series on '* Advertising
Headaches" shows, his temples sometimes throb like a runaway jackhammer.
by Alfred
%P ne day recently a tv rep met a
radio rep on Madison Ave.
After exchanging the customary
greetings, the tv rep asked the radio
rep, "Hows business?"
The radio rep moaned.
"It's enough to make you want to
give it up," he said. "Nobody seems
to understand spot radio. Nobody
seems to recommend it any more. The
timebuyer won't go to bat for it. He
says everybody and his cousin wants
tv. The dealer wants it. So the client
wants it. So the account executive
want- it. So the timebuyer wants it.
Everybod) wants glamor and nohod\
is interested in a bread and butter
buy that can't do anything but sell
goods at a low price."
•i h-huh," said the t\ rep. "And
how's business?"
'" \nd not only that."' the radio rep
wenl on. "How the hell can you sell
spol radio against those damn network
spot carriers? ^ on can't compete
40
/• Jaffe
against those prices. I go to a time-
buyer and I show him some good
availabilities. So he says what's the
rate as if he didn't know. And I sax
$50 per. Then he comes back at me
and says he can buy the station with a
spot carrier for $15."
"Yeah," nodded the tv rep sympa-
thetically, "that makes it rough."
"Sure," said the radio rep, "I can
tell him that I've got buys that come
down to a lower cost-per- 1.000. And
1 can tell him that I've got a personal-
ity on my station who can sell any-
thing from vacuum cleaners to tooth-
paste by just saying boo. He just tells
"cm. 'It's a good product. Take m\
word for it.' And you know what the
listener does? He runs right out and
buys it. But that S50 versus $15 has
got a bad sound."
"I know what you mean." said the
t\ rep. "Hut how's business?"' he per-
sisted.
"Terrific!" said the radio rep. "You
know a lot of our stations are sold out
in the morning? It's tighter than a
stubborn oyster in September."
At 51st St. the tv rep cheerily
flagged down a timebuyer he knew
well. They chatted a few moments
about the timebuyer's hobby, photog-
raphy. As they parted, the tv rep
slapped the timebuyer on the back and
said, "So long, pal."
"You think you got headaches?"
the tv rep said to the radio rep. "Now
you take that guy. I do a slow burn
inside now every time I see him. Let
me tell you what happened recently.
His account has a big announcement
schedule on one of my stations. Every
time I used to see him. he d asked me
if anything good had opened up so
he could switch one of his late eve-
ning announcements to "A" time.
Now, wouldn't I tell him if I had any-
thing good, a big account like that?
\n\way. a couple of months ago.
somebody canceled a 20-second slot
next to Lucy.
"Switched to spot radio?" the radio
rep asked hopefully.
"First thing I do," the tv rep con-
tinued, "is call this guy up and tell
him I'm handing him the spot on a
silver platter. I And I have to buy him
Christmas presents.) So he tells me
to hang on to it and not to breathe a
word about it. He's got to check the
account man because it means more
money. It's just routine, of course, he
says. Can you imagine that? A time-
buyer having to get an okay on a spot
next to Lu<\ ?
"I'm getting hungry," said the ra-
SPONSOR
> — 1 \ \ — ~~>
Repi. often in dark about an advertiser's
ttrategy, feel they can't do a good job
in \ifting the best air evailabilitiet
• lio rep, "How about Toots Shoi
"Oka\." The\ turned down 52nd St.
•'>«> I -aid I'd hang on but please,
please, get an answer quick. That -| n >t
i> money in tin- bank, yon know."
"I don't know," said the radio rep.
"I don't watch Lucy so much an\
more. It's the same old thing. I bet a
lot of people are getting tired of it.
Did I show vou the latest radio s.t-.
in-use figures for . . ."
This is Monday morning at 11:00
a.m.," the tv rep went on. "I figured
if I don't get an answer by noon, some-
thing's wrong. I didn't, so I called
back. The guy's not in. At two
o'clock, I called again. He's at a meet-
ing. What do these agency guys do
at all these meetings, anyway? I final-
ly catch him at four and he tells me
the account man is out showing the
client the town. When I ask him how
long it's going to take to get an okay,
he asks what's the hurry, the guv still
in there still has 30 days to go. So I
tell him — in a nice way, of course —
that he's not the only advertiser in
the world and there are plenty of time-
buyers who would give their right arm
for that spot. . . ."
"Do you really think Lucy is such
a wonderful show?" asked the radio
rep. "I . . ."
". . . Naturally, he comes back at
me with. 'Well, you're not the onlv sta-
tion in the world and look at all the
money the account is spending.' I get
the point and hang up. Well, would
you believe it. that an okav didn't
come in for two and a half weeks. He
tells me they had to go to the account
and get a little extra monev to buy in
"A" time in that market. Extra mon-
ey. I could just about buy you a lunch
for that extra money. As a matter of
fact, I think I will." the tv rep fin-
ished as they went into Toots Shor's.
The radio rep protested mildly.
"Oh, hell," said the tv rep, "it's on
the expense account." As thev walked
to the bar the tv rep said, '"There's
(Please turn to page 93)
12 DECEMBER 1955
Reps complain they don't always get a fair
crack at new business, say some timebuyers
keep on using same stations over and over
Timebuyers resent reps going over their
heads, but, reps say, this sensitivity
isn't found among buyers of print media
Chaining timebuyers to desks doesn't give
them a chance to travel and get first hand
data about market differences, reps say
Program-Product Ads: Goodman's Noo-
merchandises Long John Silver in
ads featuring products, show premium*
(top); Franz Butter-Nul Bread uses theme
! un To Reduce" Elm -how and tune-in
plugs to sell enerpv values of its bread prod-
ucts; Domino Cigarettes uses endorsement
from syndicated star Eddy Arnold in print.
h
1
\M
or %[iiyl
\*1H ml tlii
wS limits
ITS FUN
i TO
\ REDUCE
\ KOIN-TV
......
• -
...TO FOIK5 WHO KNOW A GOOD BUY!
^yifr^wir
DOMINO-the
cigarette
that saves you up to 30< a carton '.
How film sponsors
promote their shows
Effectiveness of syndicated film series is boosted
as much as one-third, distributors say, when
advertiser backs films with promotion drives
2 w ational or regional advertisers
who sign for multi-market campaigns
with a syndicated film series often de-
velop a cold, glassy stare when some-
one suggests an extra budget to back
the show with a big merchandising or
promotion campaign.
With what seems to be crystal-clear
logic, the advertiser is likely to ask
"Why can't the program do a job
without extra help? Why should I
have to advertise my advertising?"
As sponsor found by an extensive
checkup among leading program buy-
ers and top film distributors, the an-
swer seems to be this:
The additional expenditure is well
worth it in terms of larger audiences,
higher sponsor identification and
stepped-up product sales.
Here's how two film industry execu-
tives expressed themselves.
"Even the best film show can get
lost in the television shuffle of dozens
of weekly programs today unless the
advertiser makes every effort to keep
the show, and the products he sells on
it, constantly before the viewing pub-
lic through program promotion," said
M. J. Rifkin, sales v.p. of Ziv Televi-
sion Programs.
"A close examination of the prac-
tices of top film advertisers tells the
best story," added Television Pro-
grams of America's v.p. Michael M.
Sillerman. "Successful advertisers are
convinced that a great deal of the mag-
ic in the medium evolves from thor-
ough and continuing merchandising."
With few variations, you'll hear the
same basic advice urged sincerely
throughout the syndicated film indus-
try. And with good reason. The con-
sensus of film industryites queried by
sponsor boils down to this: the film
program advertiser who lets his show
exist in a promotional or merchandis-
ing vacuum, once it's on the air, is cut-
ting its potential effectiveness by as
much as one-third.
Basic aids: Where does a non-net-
work advertiser look for assistance in
backstopping a film show?
The best answer is the simplest:
check with the firm that sold you the
show. (See also box at right.)
Personality creation: Susie cartoon char-
acter created to give new sponsor iden-
tification with rerun of Private Secretary
aided TPA in landing tv sale. First run
of show is continuing at network level for
American Tohacco, hence retitling of show.
42
SPONSOR
\ 1 1 1 1. >~t nn \ -\ tiilicalur w li<>'- ••! i
mmi o] rerun program series foi sale
baa an extensive line up of promotional
aids a sponsor can use,
Usually, there's a basic promotion
Iril which contains detailed advice for
in-advance promotion (advance mail-
ings, on-the-air teasers, billboards, use
oi company promotional media, etc.),
ami the outline o! a running promo-
tional campaign good for the dura-
tion of the -how's cycle. In addition,
there arc prepared |>ul>li< it\ releases,
photos, ail mats for tune-in reminders
in newspapers, and suggested point-
of-sale materials.
'"Just these basic promotion aids
alone " said Official Films' John New-
man, "make an advertiser! program
compete promotionally with all hut the
biggest national program offerings;
Such stock promotion kit- arc a fea-
ture of show- offered b) top-rank
film distributors like, alphabetically,
ABC Film Syndication, CBS Televi-
sion Film Sale-. Flamingo Films, Guild
Films, MCA TV Ltd., NBC Film Divi-
sion, National Telefilm \— ociales. Of-
ficial Films, Screen Gems. Television
Programs of Vmerica, 1 .M.&M., and
Zi\ Television Programs.
But, under the competitive pressures
of today's telefilm industry, such basic
promotion kits — to be used jointly \<\
sponsor, agency and outlets — are onlj
the beginning of promotional hoopla
for todav's syndicated film shows.
I (MM steps to lake in promoting a syndicated film show
I. |{;i-i<- Lit-: Syndici erally make available to advei
promotion kit containing samplt ial display material, outline
inr u running promotion cam i d publicity material. Kit can usu-
ull\ In- used as is, oi adapted easily to v
2. Tie-in merchandise: I obtain <it cost tpe<
merchandise items tied in with the show, tuch as Western lints, sluji
models, parlor games, etc. These "/» be used as self-liquidating premi-
ums, prizes iii contests, give-away
.'{. Star values: s'«n of syndicated shows are often available, <it norm
mil i usts. to make "customized" commercials on film lot national, >■
gional or local clients to boost sponsoi identification, tlso, many stars
are available, again at modest cost, to make special personal appearaj
4. Time!) promotional With a httl<- ingenuity,
In- tied into l<" nl community, civic or charitable campaign. For • tample,
it slum featuring \m\ activities could tie in with n local \"'i recruit-
ing drive, <t slum stressing highway safety can be tied to
campaigns. Sometimes, telefilm stars appear in current feature mc
and promotions are possible with local theaters, tv stations, newspc
^iiiiiiiiiiiiiiiiiniiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiuii uiiiiiiimiuiiuiiiiiiiuuiiiiuiiiiiiini mm
Special gimmicks: There are an
endless variety of gimmick promo-
tions, often pretested, available to film
program advertisers from distributors.
Here's a quick round-up that will -how
the range.
• Franchised merchandise: Ever
since the radio days of Tom Mix, pro-
gram producers have been quick to
realize the value of tie-in deals with
everything from sweatshirts and toy
guns to do-it-yourself kits and parlor
games. Often, the) are an important
source of extra revenue to the produc-
er, enabling him t<> keep In- -lmw . ..-t-
down. But, more importantly, thej of-
fer promotional opportunities to the
sponsor, since most of the men handise
is available to the advertiser at re-
duced prices through the film distrib-
utor.
Sometime-, the merchandise avail-
able for a tie-in promotion ha-, in ef-
I /'lease turn to />age 102)
Topical tie-in: Promotion Director Leo Gutman of Ziv
T\ Programs shows off barrage of promotional aids, store
posters, car cards, etc. available to sponsors of telefilm
Highway Patrol scries. Show'- strong safety slant- make
it possible for spon-ors. such a- Ballantine, Carnation,
Kroger and others to tie in with traffic safety campaigns.
Kid's club: Juvenile-slanted telefilm- offer man) promotional opportuni-
ties to spot i\ advertisers, such .i- Steve Donovan, Juniot Western Marshal
Club plan outlined below. The show, from NBC film Division, can be
n-ed a- -pringboard for club campaign in which moppet viewers mail in
boxtops for club badge or ring. Followup campaign of club meet
civic activities, tie-ins with police authorities are also in club plan.
12 DECEMBER 1955
43
IIIIHiiMie
iMiivrn"
£mK5K
Big gamble taken by supermarketer Bill Harris, president (left),
and J.J. Earnhardt, ad manager, in using live symphonic tv show
to sell soap and cereal* has had hig payoff in increased store sales,
gratitude of cultural interests Show has popularized classics.
Who ever heard
of a symphony
selling for
a supermarket ?
Charlotte's Harris food chain spends
$1,300 weekly to produce a live, long-hair
music show on tv 1 lull's doubled sales
44
J%_ decade ago. Charles Luckman.
then president of giant Lever Broth-
ers, laid down what has since been
generally regarded as one of the basic,
unbreakable rules of radio-tv adver-
tising.
Said Luckman: "You cant sell soap
with a symphony."
But. in Charlotte. N. C, a local firm.
Harris Supermarkets, is busih prov-
ing once again that making advertis-
ing rules is tricky business.
Not only does Harris sell everything
from soap to sausages with the aid of
symphonic music, it sells them on tele-
vision, where serious music is regarded
as one of the most un-visual program
ingredients in the book.
The selling takes place once a week,
on Charlotte's WBTY. where Harris
sponsors a half-hour symphony con-
cert featuring the live 30-piese Char-
lotte Symphony under the direction of
Dr. James Christian Pfhol I see cut
on opposite page). Weekly program
costs: about $1,300.
A waste of time? Hardly.
Reports Charlie Kincaid, of the Kin-
i aid-Chandlee ad agency that handles
the Harris account:
"Acceptance of the program by the
SPONSOR
' * . *^<M
144
■ 41
Production ingenuity .•! WBTV staffers and Charlotte's pride in
local symphon) g i> have made weeklj live video show t"i Harris
I I i li mi ili. top loi ! ion. Here, l»>
i hristian Pfhol leads the 30-piece orchestra in rehearsal .ii Btudio.
t\ public has been tremendous. Sep-
tembei TelePulse rating for the show
was 17.5 which means thai it i- one
of tin- highest-rated locall) produced
shows in the nation.
Bui even an enthusiastic t\ follow-
ing, however large, is meaningless to
an advertiser unless tin- program can
produce sales. \gain. the program,
known as Carolina Hour, rates in (lie
upper brackets.
Here, as rounded up !>\ tv-minded
Kincaid, the young and dynamic pre -
ident of the ad agency, are some "I
the results achieved with the program
series :
• \ single 20-second announcement
on the shovt 1 oosted the sale of Swi t
and Hormel hams lo 1 1,000 pounds in
one week. Top figure for a n w-paper-
centered campaign previously had been
8,000 pounds weekb .
• J. J. Earnhardt, se retar) and trea-
surer of the Harris chain who directs
the firm's advertising, decided recent!)
t< test the s! ow's pull with a specialty
item a t\ table. In jus! one week, the
chain of lour st ires sold 90 > tables,
the entire suppl) .
• New products in the Hani- stores
have 1> en lifted from obscurity over-
night tn the stra ns "I Beethoven and
Bartok. \ new starch, Kleer Blu, was
at the bottom of the li t "I products
of its type in sales. Vfter being fea-
tured on the classical-music t\ shovi a
few times, it bounced, a cording to
Earnhardt, so high that it "now beats
all other brands of star It put to-
gether!
• In Charlotte, where fried chicken
i- one of the culinary specialties "I
mosl home-, fryers had been -riling
con istently at 8,000 per week. Once.
during a special newspaper drive, the
sale had jumped to 12. DIM) chickens
weekly. Then came a single t\ com-
mercial in Carolina Hour. Result:
15,000 chii ki ii- wi re sold the follow-
ing week. In term- ui pound-, fryers
jumped from 26,000 to i 1,00 I pound-.
• Ice i nam hi- been given a big
sales boos! by the -how. V ording to
adman Kincaid: "Nevei before had
the stores moved any quantity ap-
proaching the $10,000 worth the) sold
the week following a < arolina Hour
plug. Now the) are in the
gallon bracket with Borden's.1
Offbeat start: The - -- of the
show has been attributed to man)
i Please turn t<> / a ■ 92
Vi planning session Foi "< irolina Hour": Gil Stamper, announci Waltenbui
Charlotte Symphon) manager; Tom Cookerly, WBTA i.e.; Charles Kii ud pres i^ni,
Kincaid-Chandlee Advertising; Boh Rierson, W*BT\ production supervisor; Di •hoi.
conductor; Kenneth Tredwell Jr.. WWW v.p., programs and | Mellott, prod
12 DECEMBER 1955
45
Bill Smith, who wrote the article below,
knows talent from two strategic van-
tage points: For many years he was
talent reporter and editor of The Bill-
board, and currently he represents tal-
ent and lakes an occasional flyer as a
smail investor in Broadway plays (this
month he's casting a musical comedy).
It's Bill's belief thai advertisers can
do something about the high cost of tv
talent if they themselves lake an active
role in the search for new — hence in-
expensive— talent. Bill ought to be
money-conscious. He doubled as a
stock market expert and theater col-
umnist at one point in his career.
ire yon neglecting
talent research ?
Maybe there's no reliable formula for creating
a star, but here are some of the ways to
find the kind of performers you want
M. o throw an old saw at you: "Noth-
ing succeeds like success." Today
you'd like a Jackie Gleason to sell
your product; or a George Gobel; or
an Ed Sullivan — or take your choice
of any of the top-rated people.
A few short years ago if the Glea-
sons, Gobels and others were offered
you, you'd be indignant. You were
spending zillions of dollars. You
weren't spending that loot to run a
school for talent. You didn't want
unknowns or has-beens identified with
your product.
Well, dear reader, listen here:
Before Gleason caught on at Du
Mont — that was about 1950 — he was
marked off by the trade as washed up.
He had been knocking around night
clubs for some years; he was too fat
and liked the night life too much. Oh
yes, Gleason was a good sketch comic.
But that was all. Just about the same
time there was a play going the Broad-
way rounds entitled, "The Buffoon," to
star Gleason.
"Gleason?" asked the boys who
"know." throwing their hands up in
horror. "Are you kiddin'? That guy
has no box office."
George Gobel was what the trade
called a "standard club date act." He
worked out of Chicago in the Midwest.
About 1951 he got his first New York
exposure at La Martinique, a night
club now closed but then riding high.
Gobel failed to impress, was canceled
and returned to Chicago.
Tv was already making a noise;
performing talent was in great de-
mand. But who wanted Gobel? Don t
all yell at once.
Gobel came back to New York a
year later, this time to the soignee
Pierre Hotel. He was funny, genuine-
ly funny. His Midwestern twang as
he described his domestic problems
bred chuckles and spread warmth. But
most of all, his comedy had audience
identification.
We. liked him so much we urged in
print that tv talent searchers grab this
boy. To our knowledge at least four
network reps took a look at young
Gobel. Result? Lh-huh, you guessed
it. Nothing.
We met Gobel in a Broadway shoe-
shine parlor I he paid for our shine).
He was feeling very low. "What do I
have to do to make a dent in this
AUTHOR BILL SMITH. CENTER, IS SHOWN CHATTING WITH MILTON BERLE AND HIS MANAGER. IRVING GRAY, AT BERLES WEDDING
46
SPONSOR
I nwantc
and Glea
i: Gobel,
son, put t i n
shown 'a
tin- .11 in
iving
on I
NB< ?.p. Durochex some up,
arnej . were struggling nightclub
performers onlj .1 few years ago until someone suddenl) "di*
ered" them <>(T tin- beati n enti iir-i
town?" be asked disconsolately. "Ev-
erybody, including Dave (that was
Dave CMalley, liis Chicago agent who
i- his partner toda) • tells me I bave
to make it in New York. Well, here I
am. After this j<>!> I've got nothing
else. Looks like 111 have to go hack
to Chicago and club dates. \t least
people know me there."
At this point I should step forward
and tell you how I advised him what
to do. And how be went out and did
it and promptly became the success be
is today.
But if memory serves me correctly
what I actually said was. "Uh-huh.
Yeh things are tough." If my ob-
servations were any more profound I
don't recall them.
In 19i4 Gobel came back to New
\ ork at the W aldorf-Astoi ia preceded
by an NBC drum-thumping campaign
as that weh's "new" comedy find. Go-
bel was a hit. In the parlance of the
trade, he "killed the people." But
\ou know something? He did about
the same act at the Waldorf that he
did at the Pierre and La Martinique.
I don't know why I cited Gobel and
Gleason as examples. I could have
picked on any number of currentlv
high-rated tv personalities who. when
they first started knocking on doors.
were regarded with disdain — if they
were regarded at all.
Before you start thinking that I
wrote the hook, permit me to admit
that I was one of the many "experts"
who thought Ed Sullivan was a tepid
cup of tea. I even went further than
that. I wrote a piece that brought
him and his producer. Mario Lewis,
to my office ready to tear my bead
right out of my collar.
But SPONSOR isn't giving me all this
white space to reminisce or brag.
There's a point to all this. The point
is there is as good performing talent
around today as there was four or five
years ago — talent that can he bought
comparatively cheapl] and. if nursed
along and developed, become the
star salesmen of tomorrow, and not at
astronomic prices.
You, Mr. Cosmetic Manufacturer —
\ou. Mr. Automobile Maker — all of
vou who spend thousands, perhaps
millions of dollars on research: how
much research have you done in show-
business? You have a training period
for your engineers, chemists, sales
stalT. It is out of this research that
you come up with new products that
keep you in business.
So now you're in t\. You're in
showbusiness whether you like it or
not. You can call it sales promotion
or whatever name it suits you best to
call it. But whatever it i-. brother,
you're in showbusiness. Directly or
indirectly, you're hiring talent — com-
ics, singers, writer-, directors, produc-
ers, announcers and g Iness knows
what else. I lie chances axe that all
you know ot these strange people is
that the\ cost a lot of monej .
Sure, you want the best there is
until you find out how hi^ the tab is
that you'll ha\e to pick up each week.
So you seek the second best. Second
best performers? Not necessarily.
Second best known? Maybe they're al-
so too high. No \ ou go .1 step lower
until you final!) hit what you hope is
the happy medium.
Was there any research involved?
Hardly. It was bit and miss, ending
in hope.
\ou where do you uet tin- per-
forming talent/ \. tu allv voii don't
get it Your ad agem - up with
it. Where did they get it? Ihej got
it from a talent agencj or from a
work. The talent a§ in he a
packager, which mean- it gives you
the whole shebang performing talent.
writers, dire, tors, produ i The
sani' : the network-. I'hev also
give vou the whole kit and kal die —
performer-, w [-iters, etc.
There will he times when \>
and 9 - • rin^ w here |
talent agen< ies or w< bs got this talent.
how the) put it together. How ■
these people trained/ Where did they
heir experience. \ lot ..f research
must have gone into it. Or so you
use turn to |
12 DECEMBER 1955
47
fy
L- J- 'fljv.. "1n» "'//„
V, '"<?
-V;<^ -; ^
^<fc^?V'
*;>*: «<*n^v-
A,./"'".
. /^e'A
% , • «sf> (
'■Hi
In.**** *"
H>
s'c .■'">,.' '"
The Voice of St. Louis
CBS Owned — 50,000 watt;
Represented by
CBS Radio Spot Sales
DICK LEWIS
^
Here's
Your Man!
FOR SELLING THE LATE
MOVIE AUDIENCE
IN DENVER
"Controversial" Dick Lewis . . .
Denver's TV "pitchman" . . . gets
more salesmanship into 'tween-
reel minutes than any cinema-
jockey in The Denver area! Buy
the Dick Lewis "Late Show" on
KLZ-TV for SALES RESULTS !
Your KATZ man knows.
/ CBS Television in Denver
[
|%L«channei#
Denver's Highest Powered Television Static*
See; \\ JKit happens when tv hits a market
Issue: 30 May 1955, page 40
Subject: Effect of tv on a previously unex-
posed market
Dr. Thomas E. Coffin, manager of NBC research, recently re-
leased part two of the NBC TV Fort Wayne tv study. This portion
of the study dealt with attitudes toward television in the food and
drug trade.
Information obtained by SPONSOR gives a breakdown of the figures
showing the effect of television in answer to specific questions put
to the retailers, before and after tv. Among the questions, and re-
plies (not shown in the two charts below, were: "Which form
of advertising seems to cause the most comment among your cus-
tomers?": Tv, 65' i : "Which form of advertising would you advise
a company to use in a national advertising campaign?": Tv, 73%;
"What is your opinion of tv as a national advertising medium?":
Very good, 62%; Good, 25%; Fair, 5%; Poor, 1%; No Opinion,
7%. Here are two key questions with before-and-after data:
Which form of national adver-
tising influenced you to give
more shelf-space to a brand?
Before
After
Relative
tv
tv
change
Cave more
or
better space
33%
37%
+12%
Television
8%
25%
+213%
Newspapers
17%
10%
-41%
Magazines
7%
4%
-43%
Radio
9%
4%
-56%
Have you recently noticed
any national advertising for
products you carry? Where?
Before After Relative
tv tv chang*
Noticed advertising 77% 94% +22%
Television 21% 71% +238%
Newspapers 36% 33% —8%
Magazines 22% 19% -14%
Radio 22% 16% —27%
See: Tea Council puts 100^ of budget
into tv
Issue: 14 June 1954, page 42
Subject: Tea Council's use of spot tv
The young lady surrounded by
posters boosting hot-tea drinking
symbolizes the promotion which
will be put behind a spot tv cam-
paign on behalf of tea. The tea
council launches its "Take Tea
and See Week" (15-26 January)
as the main effort in its eight-
month hot-tea promotion, which
has a spot tv budget of $650,000.
(This figure is exclusive of the
croup's four-month summer push
for iced tea.)
The spot tv campaign will be
supplemented with in-store dis-
plays, local publicity and mer-
rhandising. * * *
50
SPONSOR
The September -October PULSE shows how
dominates the field in Metropolitan Atlanta
ATLANTA METROPOLITAN AREA
THE PULSE, INC. SEPTEMBER 6-12, OCTOBER 5-
11, 1955
T 0 P T
E N E V
Evening
E N I
N G &
DAYTIME SHOW
Daytime -
S
5 a week
Program Average
Program Average
Ratine
Rating
Sep
Jul
Sep
Jul
Oct
Aug
Oct
Aug
Boxing;Misc(Fri)
WSB
5-7
News (7AM) WSB
9-9
9-5
Network Program
Sta.B
5-7
5-3
News(7:i+5AM) WSB-
9-9
9-3
Network Program
St a. B
5-7
Merry Go Round WSB
9.k
9-1
Lone Ranger , Mi sc,
World News Roundup,
(6:30PM,Mon-Sun)
WSB
5-3
U.8
(8AM) WSB
8.3
7.2
Sports Parade,
Morning Melodies WSB
6.3
5-6
(6:15PM,M-F)
WSB
5-3
5-1
Young Widder Brown WSB
5-5
fc.9
Band of America
WSB
5.2
l*.8
News(12Nn) WSB
5.*
5-6
News ( 6PM, M-F)
WSB
5.2
5-0
Stella Dallas WSB
5.3
k.l
Barn Dance Jamboree
WSB
5-1
Pepper Young's Fmly WSB
5-3
Groucho Marx
WSB
5-1
Farm News(12:15PM) WSB
5-2
5.0
Drew Pearson
WSB
5-0
Right To Happiness WSB
5-2
Network Program
(6:1+5PM,M-F)
St a. B
5-0
SATURDAY .i SUNDAY DAYTIME
Program
Average
Rating
Sep
Jul
Oct
Aug
News(7:^5AM,Sat)
WSB
7.3
7.0
World News Roundup(8AM,Sat)
WSB
7.0
6.3
Nevs(7AM,Sat)
WSB
6.0
5-5
Merry Go Round(Sat,AM)
WSB
5.8
5-7
Morning Melodies, Misc.
WSB
J*. 8
lt.1
Football, Mi sc( Sun, 2-5PM)
WSB
h.5
Nutrilite,Misc(Sun)
WSB
h.3
News (12Nn, Sat)
WSB
U.3
3-8
Football,Misc(Sat,l: U5-3: U5PM)
WSB
it .2
Parade of Music(Sat,AM)
WSB
lt.1
3-7
AVERAGE QUARTER HOUR RADIO SETS -IN -USE FOR THE WEEK STUDIED
Entire Week, 6 AM - 12 Midnight
la
September-October, 1955
July-August, 1955
September-October, 195**
September-October, 1953
18.3
17-9
17.6
16.6
12 DECEMBER 1955
51
film shows recently made available for syndication
New or first-tv-run programs released, or shown in pilot form, since 1 Jan., 7955
Show name Syndicates Producer Length No. in series Show name Syndicator Producer Length No. in series
ADVENTURE
DRAMA. MYSTERY
Adventures of
Long John Silver
Culaln Gallant
Count of Monte
Crlsto
Cross Current*
Crunch & Oei
Dateline Europe*
Dr. Fu Manchu
Headline
I Spy
Joe Paloeka
Junfle Jim
Mai Called X
New Adventures
of China Smith
Overseas
Adventures*
Passport to Danger
Ramar Of The
Jungle
Sheen*. Queen at
the Jungle
Soldiers of
Fortune**
Tales of the
Foreign Legion
Troplt Hazard
CBS TV Film Joe Kaufman
TPA
TPA
Official
NBC Film Div.
Official
Hollywood Tele-
vision Service
MCA. TV
Guild
Guild
Screen Goata
Ziv
NTA
Official
ABC Film Synd.
TPA
ABC Film Synd.
MCA TV
CBS TV Film
Sterling
Frantel
Leon Fromkess
Official
Bermuda Prod.
Sheldon Reynolds
Studio City TV
Prod.
Gross- Krasne
Guild
Guild
Screen Gems
Ziv
Bernard Tabakin
30 min.
30 mm.
30 min.
30 mm.
30 min.
30 min.
30 min.
30 min.
30 min.
30 ml.
30 mm.
30 min.
Sheldon Reynolds 30 min.
Hal Roach. Jr.
Arrow Prod.
Nassour
Revue
Tony Bartley
Sterling
30 min.
30 min.
30 min.
30 min
30 min.
15 min.
3*
In production
39
78
39
In production
39
In production
26
26
In production
26
39
39
52
26
In production
26
In production
■Formerly titled "foreign Intrigue."
•• Sponsored by 7-lip In 120 markets.
but many are open on alternate-week basil.
CHILDREN'S SHOWS
Animated
General Tel
eradl
o Lotte-Relnger
10
min.
26
Fairy Tales
Flash Gordon
UM&M
UM&M
30
min.
39
Jet Jackson
Screen Gems
Screen Gems
30
mm.
39
COMEDY
Duffy's Tavern
UM&M
UM&M
30
min.
39
Thr Goldbergs
Guild
Guild
30
mm.
In production
Great Glldersleeve
NBC Film
Div
Matthew H.i.n
30
min
39
Halls of Ivy
TPA
TPA
30
min.
39
1 Married Joan
Interstate
Joan Davis
30
min.
98
Life With
Guild
Guild
30
mm.
65
Elizabeth
Little Rascals
1 ntir state
Roach
10
min.
22—1 reel
("Our Gang")
20
min.
68—2 reel
Leoney Tunes
Guild
Warner's
15
min. to
Library
one hour
191
My Little Margie
Official
Hal Roach. Jr..
Roland Reed
30
min.
126
Susie (Private
TPA
Chertok Tv
30
min.
52
Secretary)
Trouble With
Guild
Hal Roach. Jr.-
30
min.
ISO
Father
Roland Reed
willy
Official
Desilou
30
mm.
39
DOCUMENTARY
The Big Idea
Donn Bennett
Donn Bennett
30
min.
22
Kay to the City
Hollywood
Prod.
Tv
Hollywood TV
Prad.
15
01 IB.
7
Living Past
Film Clasili*
Film Classic*
15
min.
7
Mr. President
Stuart Reynolds
Stuart Reynolds
SO
mlo.
S
Science In Altlon
TPA
Calif. Academy
of Sciences
30
min.
52
Uncommon Valor
General
Teleradlo
Executive
Prod. Inc.
30
min.
26
Ellery Queen
Highway Patrol'
New Orleans
Police Dept.
Ziv
UM&M
Paris Precinct
UM&M
Police Call
NTA
Sherlock Holmes
UM&M
Norman &
Irving P Incus
30 mlo.
32
Ziv
30 min.
In product!
Motion Picture
Adv. Svc. Co
30 min.
2s*
Etoile
30 mlo.
36
Procter
30 mlo
a
S. H. TV Corp.
30 mlo.
St
•Sponsored by llallantine in 21 Eastern markets.
MUSIC
Eddy Arnold Time
Bandstand Revuo
Bobby Breen Show
Frankie Laina
Abble Neal & Her
Ranch Girls
New Llberace
Show
Song Stories of
the West
Stars of the
Grand Ole Opry
Story Behind
Your Music
This Is Your
Music
Florian ZaBaeh
Walter Sehwlri
mer Co.
KTLA
Ball
Guild
NTA
Guild
Gibraltar
Flamingo
Official
Guild
Walter Sehwlm-
mer Co.
KTLA
Bell
Guild
Warren Smith
Guild
Althea Pardee
Flamingo
Randall-Song Ad
Jack Diaov*
Guild
30 min.
30 mlo
15 psln.
15 & 30 min.
30 min.
30 min.
15 min.
30 min.
30 min
30 min.
30 min.
26
6
I (pilot)
71 & 39
26
la product I.
13
SI
I (pilot)
■
39
NEWS
Drew Pearson UM&M UM&M 15 min.
Cavalcade of 1955 United Press United Press 30 min.
Assoc. Assoc.
RELIGION
Hand to Heaven
NTA
30 Bin.
SPORTS
Big Playback
Screen Gems
Screen Gems
15 min.
52
Bowling Time
Sterling
Discovery Prod.
1 hour
13
Championship
Bowling
Walter Schwim-
mer Co.
Walter Schwim-
mer Co.
1 hour
52
Jimmy Demaret
Show
Award
Award
15 ml*.
In productloa
Mad Whirl
NTA
Lao Seltzer
30 min.
26
Sam Snead Show
RCA Programs
Scope Prod.
5 min.
36
Sport Review
of 1955
United Press
Assoc.
United Press
Assoc.
30 min.
1
Texas Rasslio"
Sterling
Texas Rasslln'
Inc.
30 min.
or 1 hour
In production
Touchdown'*
MCA-TV
Tol-Ra
30 min.
Apprset. 13
DO-IT-YOURSELF
'In continual production.
"Available with start of football season. New film each week. No reruns.
VARIETY
Eddie Cantor
Zlv
Ziv
30 min.
la product los
Junior Science
UM&M
UM&M
15 min.
39
Walt's Workshop
Sterling
Raid Ray Prod.
30 min.
39
Hollywood Preview
Movie Museum
Showtime
Flamingo
Sterling
Studio Films
Balsan Produc-
tions
Paul Killiam
Studio Films
36 rain.
15 mlo.
30 nilu
In production
DRAMA, GENERAL
S3
All Star
Screen Gems
Screen Gems
30 min.
117
36
Theatre***'
T.V. Court
UM&M
UM&M
30 rain.
26
Camera's Eye
Sterling
MCA-TV
TeeVee Prod.
Solow & Morgan
15 min.
30 min.
In production
39
Or. Hudson's
Secret Journal
WESTERNS
Celebrity
Screen Gems
Screen Gems
30 min.
39
Playhouse*
Adventure* of
MCA-TV
Revue
30 Bin.
104
Confidential File
Guild
Guild
30 min.
In production
Kit Carson
Janet Dean
UM&M
UM&M
30 mm.
39
Buffalo Bill. Jr.
CBS TV Film
Frylm "A"
M airs.
In productloa
Douglas Fairbanks,
Jr.
ABC Film Synd.
Douglas
30 min.
78
Frontier Doctor
Hollywood Tela
Studio City Tv
SO min.
In production
Invitation
Sterling
TeeVee Prod.
15 min.
26
vision Serviee
Playhouse
Gabby Hayes
UM&M
UM&M
30 min.
52
1 Led Three
Lives**
Ziv
Ziv
30 min.
52
Gen* Autry — Roy
MCA-TV
Republic
1 hour
123
Charles Laughton
Show
Sterling
TeeVee Prod.
15 min.
26
Judge Roy Bean
Scree nc raft
Quintet Prod.
30 min.
39
Little Theater
Sterling
TeeVee Prod.
15 min.
52
Tim McCoy
UM&M
UM&M
15 min.
39
Mr. District
Attorney**'
Conrad Nagel
Ziv
Ziv
30 min.
52
Red Ryder
CBS TV Film
Flying "A"
30 mis.
1 (Pilot)
Guild
Andre Luotto
30 min.
26
Steve Donovan.
NBC Film Div
Vi-bar
30 Bin.
3*
Public Defender
Interstate
Hal Roach. Jr.
30 min.
69
Western Marshal
Scattergood Baines
CBS TV Film
John Loveton
30 min.
1 (pilot)
Stories Of The
Hollywood Tv
Studio City Tv
30 min.
39
Science Fiction
Theatre
Stage 7
Zlv
ZIV
30 min.
In production
Century
Service
Prod.
TPA
Don Sharpe
39
Tales Of The
Texas Rangers
Screen Gems
Screen Gems
30 min.
26
Tales Of
Sterling
TeeVee Prod.
30 min.
26
Top Plays of 1955*
Screen Gems
Frank Wlsbar
30 min.
44
WOMEN'S
Tugboat Annie
TPA
John Christian
TPA
Chertok Tv
John Christian
Various
30 min.
30 min.
30 min.
n production
1 (pilot)
52
Wrong Number!
Your Star Showcase
Amy Vandertoilt's
Etiquette
NTA
United Feature
Synd.
5 min.
78
•Very similar to Screen Gems' "Ford Theatre." Pilot unnecessary.
Ifo Fun To
Guild
Guild
IS all.
156
"Show is In third production cycle, sponsored by Phillips
in 60 markets.
Reduce
Is In second production cycle,
on Is "Ford Star Theatre" in
sponsored by Carter
syndication.
Products In 40
markets.
Life Can Be
Beautiful
ABC TV Films
Trans-American
15 min.
5 (pilot*)
V •AfS
w
<*
You Asked For It
KING-TV's late news show took viewers out of this world
recently for a close-up look at the moon... using the
KING-size telelens, naturalh.
You've probably seen this super lens in action vourself.
It was demonstrated Nov. 13 on the popular "You
Asked For It" program. Kinescopes of the now famous flip
of the hydroplane Slo-Mo-Shun V were shown to
illustrate the tremendous power of the lens.
This Fall, both the ABC and NBC networks borrowed
the Super KING-size lens to bring the nation's sports fans
closer to the action of pro football from Detroit., .the Ohio
State-Stanford game from Palo Alto... jet speedboat
thrills from Lake Mead.
KING-TV's own
staff designed and built this
lmenme engineering -.
exclusive close-up lens, to provide KING-TV viewers wiih far more
dramatic coverage of sports and special events than ever before possible-
Such ingenuity is still another reason why Channel 5*s audicn^\
kl\G-size too, and wh\ KING-'H is beginning its eighth \e«r
dominance in the booming Pacific North
Channel 5— ABC
100,000 Watts
Blair -TV
FIRST IN SEATTLE-TACOMA
KiNG-TV
From the pages
off The
Saturday
>Osi ™ Evening
POST
powerful
dramatic
NEW
TV Seri<
For more than 17 years, millions of Saturday Evening Post readers
have looked forward eagerly to the appearance of each new CRUNCH
and DES adventure story by best-selling author Philip Wylie.
Now, millions more will await each new television adventure of these
two favorites . . . Crunch, captain of the charter fishing boat "Poseidon,"
and Des, his mate. Each week a completely new story . . . new people
. . . new action, romance, suspense, comedy, drama ... all spectacularly
filmed by RKO-Pathe in Bermuda.
i
4
Forrest Tucker, Hollywood star with more than 70 top
pictures to his credit, stars as Crunch. Everything about this
series of 39 exciting half-hours bears the mark of sure success
. . . stories, author, star, production, location, promotion. Sign up
CRUNCH and DES for your markets today. Write, wire or call.
NBC FILM DIVISION
serving fl// sponsors . . . serving fl// stations
30 Rockefeller Plaza, New York 20, N. Y. Merchandise Mart. Chicago. 111. Sunset & Vine.
Hollywood. Calif. In Canada: RCA Victor, 225 Mutual St.. Toronto; 1551 Bishop St.. Montreal
WSAU-Tv
WAUSAU, WISCONSIN
»ihis mnmtn ADviRustwuT is uddresseii io in fouowihg men
WE'RE READY TO ROLL ON TUGBOAT ANNIE...
...Btrt we re leaving ttW casting of this key character to
one of you gentfemen wfw may hove a Safes ProoJem...
J
01111111111 lull vD 1111 1111
show before the public viewed it. A
"sneak preview" of MCA TV's Doctor
Hudson's Secret journal was held for
a select group of agencj men, the San
Francisco office of Brisacher. Wheeler
& Staff.
After the two films were run, the
admen "talked back" by means of
questionnaires, later evaluated by Tv
Department head Bob Hayward. He
passed the information on as a part
of the agency's recommendation. The
show is produced by Eugene Solow
and Brewster Morgan.
ABC • DuMont
CHANNEL 7
110,000 watts
1,921 ft. above sea level
540,000 population
$662,899,000
spendable income
152,000 homes
Represented toy
MEEKER, TV.
New York, Chi., Los Angeles. San Fran.
Stockholders Include
RADIO STATIONS:
WSAU - WFHR - WATK
NEWSPAPERS:
Wausau Daily Record-Herald
Marshfield News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
TfifvisiON Programs of America
' T«» Pitcitus if »■
Help wanted: Television programs
of America ran the above full-page ad
in The New York Times on the back
page of its 7 December issue. Placed
through Abbott Kimball, the ad ex-
plains that the network or national
sponsor of TPA's upcoming Tugboat
Annie show can have one of the prin-
cipal characters in the series as his
personal saleinan. The idea is that
the series has not been filmed yet.
hence the advertiser can select his rep-
resentative to appear in all of the
filmed versions and then act as a per-
sonal salesman throughout the \ear at
conventions, sales meetings and the
like.
The novel idea for inclusion of a
character to represent the sponsor
came from Milton Gordon. TPA presi-
dent; Michael "Mickey" Sillerman,
TPA exec, v.p.: and Paul MaiAainara.
v.p. and general manager of Chertok
Productions, which produces the show.
B€tektalk: \dinon recently got a
chance to say just what they thought
was wrong (or risht) about a tv film
Interest: To help sponsors stir the
enthusiasm of employees and rep-
resentatives, Ziv has had charts such
as the one below printed up to herald
the new Man Called X series. The
17 x 22-inch two-color posters are de-
signed for display on bulletin boards
and exits of the sponsor's facilities and
are imprinted with the client's name
and station as desired.
Man Called X is another former ra-
dio property modernized into a tv
property. The Ziv version stars Barry
Sullivan in the role that was performed
on radio by Fredric March.
• * •
THE MAN TO WATCH IS
4
A
CP2^')P1 '
yll
f/Wuimm
mtwrMwM
^OHTV!
. AUTHENTIC
1 ADVENTURE
mw
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STARRING ^^M
^
BABBY 1
Sullivan)
^ Jk
♦DANGER
►>» *SECRECY
l!
THIS IS YOUR PROCRAJ
* tali
n Up<
TELL FRIENDS AND NEIGHBORS All ABOUT II
Th. HCCiS the Audlcnca Tht BICCEH our Bunion
Channel O - Friday} at 10 30 P M
COMPANY NAME
56
SPONSOR
Best foot
forward...
I
MJ
Bfflv
■
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A rAdigsc-HeduLE For PBoyle who #aYe
ev £ryiV\)Y\6- — includine- *eLEv\si&xl\
(The abc's of ABC's new sounds for you—
written and illustrated for advertisers
age 25 and over.)
*was the night before television. The family settled in the living room
for a long evening of radio. When TV was installed, the family began lis-
tening to radio a new way. Ma tuned in her kitchen radio. Pa listened in his car,
his den, his workshop. And the children played their bedroom radio. Radio lis-
tening became a personal affair. To fit this new listening, ABC Radio created
NEW SOUNDS FOR YOU . . . personalized programing. Handy 5- and 10-
minute segments. Each is regularly scheduled. (Every week night, same time.)
Each wins its own audience. Each can be sponsored as a "strip" or night by
night. Surprisingly little money buys a 5-minute segment, full network. Your
ABC salesman is ready with all the facts.
Hi P a
the new sound of ABC Radio
Continued
/n>ni
page 10
is .hi individual in t h« • business, regardless ol the length <>l
his tenure, who will nol find area- ol information where bis
own experience is limited. \l-<>. none ol the pages is so con-
structed thai the tyro will nol be able to u«'t the message
readily.
Perhaps if- the fact thai Wliii wrote this book thai makes
Buch a seemingl) contradictory approach possible. Personal-
ly, I attribute it to the fact thai Whit approaches advertising
as a young man would. His enthusiasm is thai oJ youth. His
eagerness to seek out new facts and to tackle new problems
(unlike most people who have been in the business a long
tinu — i.e., he seems to enjo) television) make- his I k nol
only comprehensible to the newcomer hut also an inspiration.
The IK leal states what seemingl} i- impossible — that
"Creative Advertising" i- intended for accounl executives,
advertising managers, arl directors, copj writers, cop) chiefs,
executive vice presidents, marketing specialists, media buy-
ers, presidents, radio commercial writer-, research special-
ists, sales managers, sales promotion managers, t\ commer-
cial writer-, vice presidents. Take m\ word for it. this i- fact.
Vmong the chapter head- are: The \rt ol IVr-ua- ion. Media.
Research, Retail Advertising, Radio and tv, to name a few.
Being an egomaniac, I'm proudesl of the lines thai appear
in my copy on the first page. They are written in pen and go
like this: "To Bob -with regard lor hi- idea- and admiration
for his ability — Ho\ Whittier." doming from Roy, that en-
title- me to hu\ a larger homburg. * * *
Evnluution of television
(From "Creative Advertising" 1>\ Charles I. Whittier)
It an advertiser has the means to enter television, the
cost of hi- program time ami talent i- unimportant
provided it helps to produce sales at a profitable ratio.
For example, if an advertiser can afford to invest in ad-
vertising .V, ol hi- -ale- dollar volume, it makes no
difference if hi- television venture call- for an annual
expenditure of S2.000.000 ,,r * 1.000.000 if the figure
represents no more than .V , in dollar- of the sales it
help- to create.
There are two other measures of a program's effective-
oess, however, that should he known from week to week
or from month to month. One i- the size of the audience
tin- program attracts. The other i- the sponsor identifica-
tion the program achieve-: that i-. what percentage of
viewer- can correctly associate the name of the product
with the program on which it i< advertised. Two pro-
gram- may have audience- that are -imilar in -i/e. hut
one ma\ have a 659! sponsor identification while the
other ha- 91%. Obviously, the impact of the advertising
i- greater in the program with the larger sponsor identifi-
cation.
SALT LAKE CITY
KNAK « FIRST
KNAK's Joe Lee. top news-
caster of the Intermountain
W est. I' ive minute periods
ever) hour. "< in the - ene"
broadcasts of all I.< )(. \ I.
headline stories plus I I'.
k\\k i- ni!>T with the
new- in Salt Lake Lit v.
Iln, , per 39.1 .
MUSIC
NEWS
SPORTS
24 HOI RS \ \>\\
NOW GRANTED
5000 WATTS
LOWEST COST
Per Listener in
SALT LAKE CITY
(Hoop. - to fi p m )
Represented Nationally by
FORJOE & CO.. INC.
12 DECEMBER 1955
59
7a if],
Based on
material from the
files of one of
AMERICA'S
FOREMOST
INTELLIGENCE
EXPERTS!
* Chief Analyst,O.N.I.
+■ Special Consultant to
the Joint Chiefs of Staff
^ The man who pene-
trated the intelli-
gence services of ^Lim
the World's Great W
Powers! -~
/
DANGER is his constant companion!
SECRECY is his way of life!
THE WORLD is his field of operations!
As Master of
International Intrigue
NTRIGUE
n in the cen-
of secret di-
acy and un-
ound activ-
known by a gigantic audience built
! ears on network radio Hooper rated
I TOP 10 month after month.
* SUSPENSE Every ad-
venture is a thrilling ex-
perience charged with
constant danger!
FULL POWER KARK-TV delivers your sales message with
maximum power — a full 100,000 watts on channel 4.
HIGH TOWER KARK-TV's new antenna is one of the tallest
in the South — 1,693 feet above average terrain, 1,807
above ground.
TOP SHOWS OF NBC KARK-TV, now as before, is the
only exclusively NBC station serving Arkansas. And the
great list of shows featured by NBC this year will increase
the Pulse-proved audience lead of KARK-TV.
QUALITY LOCAL PROGRAMS KARK-TV's "home-grown"
shows are also top-rated. Specialized local programming
such as Pat's Party for the children, and News Final, with
KARK-TV's award-winning cameramen, are favorites
throughout the state.
BIGGER MARKET KARK-TV's new power and tower carry
your message to thousands more viewers — to almost all of
Arkansas. Here's the 100 mv/m contour coverage:
KARK-TV Stote Total
Counties 44 75
Population 1,038,800 1.892.000
Households 290,100 527.100
Effective Buying Income $1,024,507,000 $1,807,618,000
Retail Sales 724,199,000 1,399.040.000
Gross Farm Income 218,119,000 528,901,000
(Source: 1955 Sales Management Survey of Buying Power)
COLOR FACILITIES KARK-TV is now equipped with full
network color facilities — will carry all of the season's
NBC color spectaculars.
Your license to succeed
in the Land of Opportunity
See Your Petry Man TODAY !
62
SPONSOR
agency profile
William If. HUtenbrand
President
Bryan Houston, New York
"An advertising agenc] todav musl be able to give a clienl man)
Bervicea beyond the ones required five or in vears ago." sus I'.rvan
Houston's new president, Bill Hillenbrand. "We've been moving
toward thai type of organization for years, and now we're equipped
to be sales and marketing consultants as well as advertising experts.
(See "Tbe advertising agenc) in transition."' this is-ue. page 29.1
Hillenbrand's own background as a I'Mi product manager some
years ago instilled in him the concept that effective advertising must
be part of an entire marketing philosophy.
"That - one ol the reasons I like our present agencv -Hup." he
adds. "Everj ke\ man in our account department has been in
marketing positions on the client's side as well as in advertising."
\\ ith current billings at the rate of nearly $19-million, the agency
is looking forward to added expansion after New Year's. During
the past year Houston added two air media accounts: Gunther
Beer, with heavy spot programs in the Baltimore-Washington area,
and J. P. Steven- Textiles, to go on Omnibus. Heaviest-spending air
accounts are still tin- agency's Colgate and Nestle products.
"M\ feeling on the hour show has changed over the past two
years," Hillenbrand told sponsor. "The hour format has lost the
prestige that used to be intrinsic in the sheer length of the -how.'"
A tall, slender man with graving hair, Hillenbrand has a lanky
9tride reminiscent of Jimmj Stewart's, breaks into occasional slow
smiles, talk- with thoughtful deliberation. He's a man who gives an
impression of single-minded determination ("1 planned to go into
advertisng even before college, joined I'ivT, right after I graduated
from Miami I .").
"There's a strong temptation for sponsor- to want to crowd as
main commercials as possible into an expensive program," says he.
"However, it'- easj to reach a point of diminishing return-. Obvi-
ously, though three commercials might be effectivelj handled in a
half-hour show, that doesn't necessarily mean you can get away with
nine in an hour-and-a-half. The number of commercials alone, how-
ever, is not the determining factor. We try to integrate the commer-
cials in order to entertain and sell at the same time. When commer-
cials break the mood of a show, then thev can be harmful." * * *
12 DECEMBER 1955
We're
Not Being
KITTENISH
But —
It's Purr-ty Nice
TO Be WELCOME ..
90,000 HOMES
This Winter! ! !
NBC Affiliate
WJHP-TY
ABC
Jacksonville, Fla.
63
FURNITURE
Fu I o. AGENCY: Direct
!i i iS\ HISTORY: This sponsoi has been act-
ing on U 1)1 I since the station began operations in
In order to run u check on the effectiveness of its
rtising, the client offered <> free gift to listeners who
would drop in. The announcements ran before 6:30 a.m.
Monday through Friday for two weeks and brought 2,400
people into the store, each of nhom was given a yard-
stick. In addition to store traffic rising, sates climbed to
an all-time high. The success of the $35 worth of an-
nouncements resulted in an advertising increase to six
tuc minute program segments per neek.
\\\)\ \. Danville, Va. PROGRAM: Announcements
results
ROSE BUSHES
SPONSOR: House & Garden
Specialties
AGENCY: Parker Advertising
Inc.
CAPSULE CASE HISTORY: Figuring that if an early
bird can catch a worm the ideal place to catch a gar-
dener is on an early morning program, the sponsor
turned to WC All's Sunrise Salute (6:30 to 7:00 a.m.
Monday through Saturday) to sell rose bushes. Using
three announcements the first week and six tlie second,
the client sold a total of 283 rose bushes at $3.98 each.
Sales totaled $1,126.34 as a result of the nine-announce-
ment schedule that cost House & Garden Specialties $375.
WCAU, Philadelphia
PROGRAM: Sunrise Salute,
Announcements
SOAP PRODUCTS
SPONSOR: Gorden's Super-Valu
AGENCY: Direct
CAPSULE CASE HISTORY: Wlien the first freight car-
load of Procter & Gamble soap products arrived in
Kelowna, B. C., the sponsor launched an eight-day, 105-
announcement campaign over CKOV. During the first
weekend of the promotion, seven tons of soap, fully half
the carload, were sold. By the following weekend, two
thirds of the carload amounting to $4,000 had been sold.
This was normally a four-month supply of soap for the
store. Cost of the eight-day campaign: $244.50.
CKOV, Kelowna. 15. C.
PROGRVM: Announcements
WOMEN S APPAREL
SPONSOR: Ron Kay Fashion Shop AGENCY: Direct
I \l'-l I I : i ISE IHSTOm ; Once you get the gals intd
a women s clothing store, you can usually get them tc
buy more than they intended. In order to get them in
and also get an idea of the effectiveness of the two one
minute announcement schedule he has daily on WDOK
the sponsor tried a radio special. With each siveatei
sale made, the store offered the ladies a French hand-
kerchief if they mentioned tliat Norman Wain "pushea
them through the door" A total of 125 handkerchief i
were given away, each marking a radio sale. Daily an
nouncemenls cost the client $24.
WDOK, Cleveland
PROGRAM: Announcement-
FLOOR COVERINGS
SPONSOR: Ohio Floor Covering
AGENCY: Direc
CAPSULE CASE HISTORY: A Cleveland radio station
sold so effectively that it lost business as a result.
When Ohio Floor Covering planned a three-day sale, a
'.\2-announcement schedule was bought. Eight announce-
ments were planned for the day preceding and each day
of the sale. Before the end of the first day of the sale.
Pat Michaels, president of the store, called to cancel tin
remaining tivo days' schedule. All of the merchandise-
had been sold out. Cost of the 16 announcements: VI2<':
WJMO. Cleveland
PROGRAMS: Polka Party and Jockey-
John Show, Announcement-
FURNITURE
SPONSOR: Furniture Mart
AGENCY: Murphy & Lang
CAPSULE CASE HISTORY: After having tried a variety
of other advertising vehicles with little or no success, the
Furniture Mart tried radio. The first buy made was a
Gene Barry remote disk jockey show Monday through
Friday from 2:30 to 3:30 p.m. Encouraged by the initial
attempt, the sponsor then purchased a Saturday after-
noon program from 2:00 to 5:00. The combination
proved so powerful that business rose 30% from August
1954 when the schedule began. Weekly cost: $520.
WING, Dayton
PROGRAM: Gene Barn
BOATS
ft/
SPONSOR: Bob Stacey's Fuel Service AGENCY: Direct
CAPSULE CASE HISTORY: Al the Beachcomber pre\ $
sides over The Beach House, a program, specifically de-
signed for the advertiser with a small budget. Clients
can buy from one to five announcements a week. This jtj
client bought one announcement weekly and used his
first 15-secoiul flash announcement to advertise two
small unpainted boats he had for sale. He immediately
sold both boats for $50 apiece. The flash announcement
cost $2.50, and was the only advertising he used.
CHUB, Nanaimo, B. C.
PROGRAM: The Beach House,
Announcements ,
YOU MiGBIT SCOHE 10 POINTS U\ ONE GAME
BUT..
6-COUNTY PULSE REPORT
kLAMAZOO-BATTLE CREEK AREA— MARCH, 1955
SHARE OF AUDIENCE MONDAY-FRIDAY
o a m.
12 noon
12 noon
6 p.m.
d d m
midnight
WKZO
41%
37;-
35^;
Station B
18
17
16
Station C
10
12
II
Station D
10
9
7
Station E
8
7
8
Others
14
18
24
Sets-ln-Use
20.1%
20.2%
17.5%
VOTE: Battle Creek's home county (Calhoun) was included
this Pulse sampling, and provided 30% of all interviews. The
ther five counties: Allegan, Barry, Kalamazoo. St. Joseph and
''an Buren.
^"V^
one* JJ<{i:<> t Ufa /i< / 1 j
WKZO TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KAIAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEFFM — GRAND RAPIDS-KALAMAZOO
KOLNTV — LINCOLN. NEBRASKA
Associated with
WMBD RADIO — PEORIA. ILLINOIS
YOU NEED WKZO RADIO
TO MAKE POINTS
IN KALAMAZOO-BATTLE CREEK AND
GREATER WESTERN MICHIGAN!
WKZO— CBS for kalamazoo-Battle (luck an. I greatei West-
ern Michigan — is one of America's mosl obvious radio boys.
New Pulse fiaures. left. prove it. \\ K/( ) leads in all 72 quar-
ter hours — pets more than III ICE </* many listeners si the
next station in 54 of the 72 quartet hours!
\\ rite direcl or ask Wery-Knodd f'>r rates anil a\ ailahilities.
WKZO
CBS RADIO FOR KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery- Knodel, Inc., Exclusive National Representatives
*Ernie Meiers of the Chicago Cardinals set this X.FJ.. record in a 1929 game against the Chicago Bears.
supermarket
delivery
■
i
...WITH WCBS RADIO!
When it comes to delivering the goods, WCBS Radio
personalities keep the supermarket boys hopping.
And that's a tribute to the loyalty and trust they've
won from their audiences, who consistently place more
WCBS Radio programs on the list of Top Ten local
daytime participating shows than all the other New
York network stations combined.
Because people trust this warmly human WCBS Radio
team— just as they trusted the advice of the old-fash-
ioned grocery clerk — they walk into supermarkets
pre-sold on the brands they choose.
Make sure your products are among those pre-sold by
the Number One Station in the Number One Market.
Simply call CBS Radio Spot Sales or WCBS Radio.
9 f?
JACK STERLING BOB HAYMES MARTHA WRIGHT GALEN DRAKE
JOHN HENRY FAULK HERMAN HICKMAN BILL LEONARD BILL RANDLE
LANNY ROSS
HAVE THE AUDIENCE!
HERE'S WKBN-TV'S
SHARE OF AUDIENCE!*
WKBN
Stat
on;
TV
B
C
0
F
F
Time Period
Mon.-Fri.
7 urn -Noon
44
31
14
3
3
5
Noon-6 p.m.
44
29
11
3
8
6
S p.m. -Mid night
45
33
7
3
9
3
Saturday
Noon-6 p.m.
50
31
6
3
3
7
8 p. m -Midnight
47
35
6
2
4
6
Sunday
Noon-8 p. a.
52
17
12
6
8
6
8 p.m. -Midnight
49
34
6
2
5
3
Station B is Youngstown. Stations C, D & E
are Cleveland. Station F is Pittsburgh.
CLEVELAND OR PITTSBURGH STA-
TIONS DO NOT COVER THE YOUNGS-
TOWN MARKET! WKBN-TV SHARES
OF AUDIENCE FAR SURPASS LOCAL
AND OUTSIDE OPPOSITION. WHAT'S
MORE, CHANNEL 27 HAS THE 16
TOP RATED PROGRAMS* IN
YOUNGSTOWN AND 366 OF 442
QUARTER HOUR FIRSTS. *
•Source: Telepulse, September 18-24, 1955
WKBN
YOUNGSTOWN, OHIO
1171.000 WATTS
CHANNEL 27
CBS-ABC
Continued
from
page 26
utilizing EP and LP packages exclusively, any imaginative
program director can build an unlimited number of pro-
grams with specific and powerful and continuing adult audi-
ence appeal-.
I will cite just one example with which I happen to be
thoroughly familiar. It deal- with an RCA Victor album
entitled "Passions in Paint." This is an LP consisting of
12 original compositions by Henri Rene, each named for
one of the world's great paintings. This collection of works
was recorded by RCA with an orchestra consisting of some
50 of the best musicians in the world. It is a fine work of
intriguing and excellent music performed with great in-
tegrity and artistry.
NBC took this album, arranged to have the art critic of
the New York Herald Tribune and the serious music critic
of the New York World Telegram on a show to discuss the
relationship between good music and fine art. The modera-
tor was Ben Grauer. This made for a full hour program,
which would be difficult to equal for genuine interest and ap-
peal to lovers of serious music and art. RCA also had scripts
written, suitable for 15-minute, half-hour and full-hour shows
in which the paintings and their creators were literately d^-
cussed. These were sent to some 750 radio stations, who also
received the "Passion in Paint" LP itself. I had occasion to
see the actual performance loggings of the works in this fine
package some three months after it (complete with scripts)
had been laid in the stations' laps. To say that the perform-
ances were minimal is an understatement.
Here was an example of a fine musical program idea vir-
tually handed to programers on a platter, with very few
takers. This would indicate. I believe, not only a lack of
imagination and ingenuity on the part of many program men
in radio, but quite possibly just plain, ornery laziness. This
might indicate also that some station managers, eager to de-
velop larger audiences for more advertisers, might well -it
down with their program people and explore this area.
Any station manager or program man who embarks seri-
ously on such an exploration will find more than enough
classical, jazz, popular, country, general albums of any kind
in any category to build countless program series with vast
audience and sales appeal. Any radio man will also find the
record companies, promotion departments more than eager
to cooperate in the intelligent exploitation of packaged di-k-.
If I can be of any help in supplying to interested readers the
names of such promotion men at the various record com-
panies I'll be glad to. This, as I said in the beginning, is a
point I've been trying to make for a long time. It would give
me considerable satisfaction to make it effectively. * * *
68
SPONSOR
OVER HALF OF THE SPENDABLE INCOME IN INDIANA
is in the
hands of
people served
by WFBM-TV
Spendable income state-wide:
Spendable income WFBM-TV-wide:
S7.iWj.872.727
3.232.000
WFBM-TV INDIANAPOLIS
Represented Nationally by the Kali Agency
Aflil.oicd ~;th WFBM-Rod.o. WOOD Am & TV.
Grand Rap.di. WFDF. FIWil, WTCN. WTCN-tV.
Minneopo'-v St Poul
12 DECEMBER 1955
69
a forum on questions of current interest
to air advertisers and their agencies
Uow would you udvise clients on handling and
interpreting mail drawn by shows
JUDGE WELL OR TEMPT OBLIVION
Storrs Haynes, v.p. in charge of tv-radio
Compton Advertising, New York
• Two things must be borne in mind
when considering the value of pro-
gram mail to the advertiser. One is
that the amount of such mail is usu-
ally microscopic by comparison to the
number of viewers or listeners a pro-
gram may have. The second is that,
in my opinion at least, the letter-writ-
ing public is not a cross-section of the
audience. The motives which prompt
people to write to the sponsor about
his program may be very subjective,
and thus they cannot be relied upon to
reflect the attitudes of the audience as
a whole. Letter writers are a self-
selected sample, which is, of course,
no sample at all.
Program mail is therefore a very
thin reed indeed to lean upon in mak-
ing program judgments. Yet I vividly
remember one sponsor who assembled
his entire board of directors to con-
sider dropping a noted newscaster on
the basis of one letter.
This is not to say that program mail
should be ignored entirely. I think it
should be read by someone, either in
the advertiser's organization or at his
agency, who has a reasonable amount
of judgment. It should be tabulated
if it reaches any proportions, though
this tabulation need not be any more
complicated than "likes program,"
"dislikes program," "thought story was
silly," etc. The tabulation should then
be forwarded to those directly con-
cerned with the program in question
for whatever value it may have. Frank-
ly, however, anyone who alters a sound
program judgment on the basis of a
handful of letters is tempting oblivion.
Should program mail be answered
as a matter of public relations? Gen-
erally, I don't think the advertiser
need go to this expense, though the
judgment of the initial reader will un-
doubtedly help select some letters
which would be worthy of acknowl-
edgment.
ACKNOWLEDGE, ACT CAREFULLY
Paul Gumbinner, director of tv & radio
Lawrence C. Gumbinner Adv., New York
• Letters, particularly spontaneous
ones, written to a sponsor as a result
of his program can be made very
valuable. They tell him that an indi-
vidual was impressed enough with the
program to write a letter about it. If
the letter is not a crank or pressure-
group weapon, it deserves an answer.
We advise our clients to get the
greatest benefit from these letters by
analyzing them and making whatever
adjustments thev feel the suggestions
merit. If there is no action that can
be taken, the sponsor ought to at least
answer the writer to thank him for his
TIPS ON HANDLING CONTEST ENTRY BLANKS
Much contest mail consists of entry blanks, but they
have their pitfalls. Various FTC. postal, state and lo-
cal regulations must be carefully considered. Rules
must be specifically stated and then remain un-
changed throughout the contest period. For example,
a contest cannot be extended to pull in more entries.
Here are a few pointers from the Reuben H. Don-
nelley Corp., one of the top contest-fudging organi-
zations in the country :
• Entry blanks. If you want all entries sub-
mitted en official blanks, provide for adequate dis-
tribution at the dealer level throughout the contest
period. If you will accept faesimilies. you must
announce this fact.
• Contest rules. If they're not printed on the
entry blanks, make them available to the contestants
in written form, either in other advertising or at
your offices or at your distributors'. Stress the
need for strict adherence to rules. As many as 20 to
30% of entries are rejected because the contestants
did not follow the official rules, left off their names
and addresses, or for similar disqualifying reasons.
70
SPONSOR
interest and tell him thai it ia ;i| >i >i ■•-
ciated. Such answers, even il not fol-
lowed l>\ companj action, can do a
fine public relations i"!> on the indi
\ idual w ho w i » * t «- the letter.
Some letters are obvioual) the work
of pressure groups. Ii is general!)
eas) to Bpol them from the concentre
tion in a given geographic area and
the similarit] in wording "i message.
Sponsors can expect bursts "I these
from time to time, but for the most
part the) can be ignored as easil) a~
the occasional unsigned crank letter
we get. However, il there is a genera
feeling b) man) \ iewers in all areas
thai a given program was in poor taste,
I'm certain a sponsor would lake swift
action to correct the situation, fie can't
afford to antagonize hi- customers.
Of course, it i- nut always bad to
letters "I criticism from the audi-
ence. \ program dealing with a con-
troversial subject i- bound to draw
some honest remarks that will he un-
favorable. Still, those people who write
in about the show nut) he the spon-
-"[ - best customers because the) will
remember the show if the) are inter-
ested enough to criticize it. Their in-
terest can he converted into enthusi-
asm even with a thank-you form letter.
t\*lTER EVERY ONE AMIABLY
James C. Douglass, p.p., radiotr director
Ted Hates & Co., New York
• The reasons why people write let-
ters about radio and television shows
are as numerous as the hairs in the
heard of the Prophet. The reasons are
also fairly mysterious. There is little
mystery, however, in why Buch letters
should be answered. Here are three
fundamental reasotis:
1. It protects the best interests of
the client.
2. It's common courtesy, and com-
(Please turn to page 1161
12 DECEMBER 1955
71
Pioneer Station Representatives Since 1932
REE &
P,
ETERS, INC,
NEW YORK
250 Park Avenue
Plaza 1-2700
CHICAGO
230 N. Michigan Are.
Franklin 2-6373
72
SPONSOR
and we can tell you why
If you really want more business and will tell us a few
basic facts about your sales policy, distribution.
and sales objectives, we will research your industry,
competitive sales strategy and media patterns. If
our study shows promise of greater impact, economy and
RESULTS through Spot Radio, we will submit campaign
ideas and budgets. You then decide for yourself.
Product and media research is one of the many
services we offer to advertisers and their agencies.
Please call or write us today.
EAST, SOUTHEAST
w BZ w BZ \
W(,R
WW |
KYW
KDKA
WFBL
Boston Springfield 51,000
Buffalo 5,000
Detroit 5,000
Philadelphia 50,1
Pittsburgh 50,000
Syracuse 5,000
wcsc
Charleston, S
C.
5,000
WIST
Charlotte
5,000
WIS
Columbia, S.
c.
5,000
WPTF
Raleigh — Durham
50,000
WDBJ
Roanoke
■>,()(i(i
MIDWEST, SOUTHWEST
WHO
Des Moines
50,000
woe
Davenport
5,000
WDSM
Duluth — Superior
5,000
WDAY
Fargo
5,000
wowo
Fort W.u ne
so,
WIRE
Indianapolis
S.ooo
KMBC-KFRM
K.uisas City
S.OOO
KFAB
Omaha
W MBD
Peoria
<>.<
KFDM
KRIS
WBAP
KFNn
MOUNTAIN AND WEST
KBOI
KVOD
KCMBKHBC
KFX
KIRO
Beaumont
Corpus Christi
Ft Worth — Dallas
San Antonio
Boise
Denver
Honolulu-
Portland
Seattle
-Hilo
5,
1,000
50,000
50,000
So.ooo
;
DFTROIT
Penobscot Bldg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 IT. Seventh St.
Fortune 3349
HOLLYWOOD
653/ Holhuood Bhd.
Hollywood 9-2151
5 \x rK\\( IX n
Run Building
Sutter 1-J"98
12 DECEMBER 1955
73
' "%
Midwestern tv viewers help finance satellite tower
\\ hat is believed to be the first at-
tempi bj residents to contribute their
money to open a satellite station in
their area will soon bear fruit. This
is the solution to a three-fold problem
around Hayes Cit\. Neb.: a commu-
nity antenna was impractical because
of the scattered ranching population;
a local station was unlikely because of
the low population; and a satellite sta-
tion was too expensive an investment
for the stations nearby.
Despite this dismal atmosphere, lo-
cal residents formed the Southwest
Nebraska Television Committee to col-
lect $150,000 to finance the building
of the satellite. With the cooperation
of the local weekly newspaper, which
held a dance drawing 3,000 persons,
and a nine-hour radio marathon that
netted over $12,000, the Committee
succeeded in bringing tv to the com-
munity.
The latest word on the satellite sta-
tion is that it is due to go on the air
within the month. * * *
Local stations produce daily community " newspaper*'
Several radio stations have begun
publication of their own daily free
news sheets in order to promote the
stations' news coverage or supply
printed news in communities where
there are no Sunday or Monday morn-
ing papers printed.
Among these stations, five come
out at noon with a Tablegram; they
are: KLZ, Denver; KGGM, Albuquer-
que; KOLF, Scotts Bluff, Neb.; KVOP,
Plainview, Tex.; KVWO, Cheyenne,
Wyo.
KVWO does one of the most exten-
sive jobs with its Tablegram, pub-
lished Monday through Saturday. Be-
cause no Sunday or Monday morning
paper serves the area, the station's
Monday morning edition is in particu-
lar demand and is thus its major ef-
fort of the week.
Though the stations' Tablegrams are
too small to actually compete with the
newspapers in the area, they pride
themselves on the fact that some issues
carried stories that were beats on the
regular newspapers in their area. Rou-
tine fare consists of market news,
weather and local and national news.
• • •
Eilison Foundation supports film show "The Big idea"
The Thomas Alva Edison Founda-
tion will cooperate with the producers
of the syndicated film show The Big
Idea to keep Edison's spirit of "inven-
tive-mindedness" alive. The show will
be syndicated nationally by Donn Ben-
nett Productions.
Inventors appear on the show and
demonstrate their ideas with the hope
of interesting someone in the audience
who has capital or manufacturing fa-
< ■ilities. During its seven-year live run
in Philadelphia the show has presented
such unknown idea men as Llo\ d Kudd
and Cyrus Melikian, inventors of the
now famous Rudd-Melikian automatic
coffee dispenser. (See "How tv put
over a coffee vendor," sponsor, 22
September 1952, page 32.)
The Foundation selected the show
on the basis of a study conducted in
its behalf by Albert Frank-Guenther
Law to determine the most suitable
vehicle to encourage invention. At
sponsor's presstime The Big Idea had
been sold in 39 markets starting 1 Jan-
uary, but local sponsorship may up the
figure to 70 by that date. * * *
Radio Mm ion plugs self
on car record players
Station Manager Bill McGrath of
Boston's WHDH came up with an idea
for recapturing any part of the sta-
tion's car radio audience that might
switch to using the new auto record
players. He cut a record of the type
normally played on these sets and
made arrangements with car dealers to
put it into the hands of the people
bin ing the players.
The record is labeled "For your lis-
tening pleasure, courtesy of radio sta-
Station manager McGrath readies car disk
tion WHDH. Boston. 850 on your ra-
dio dial.' The listener hears music
played by the station's musicians with
an announcer cutting in inquiring
whether the listener is missing the
sports, road conditions and the like
that only a radio station can provide.
• • •
li\T\ polls country for
21st Century guesstimates
A metal receptacle is being built into
the wall of KVTV's tv and radio stu-
dios. The Sioux City station is collect-
ing guesstimates from people in many
walks of life about what the world will
be like in the year 2000. All of the
answers will be sealed in the metal
container on or about 15 December
and left there until 1 January 2000.
When they are opened, the station
will determine how good present-day
business people were at looking into
the future. Many of the "guesstimat-
ers" are, of course, in the broadcasting
industry. * * *
Bank vice president
delivers tv commercials
A Wichita bank vice president may
find himself becoming a tv personality.
The v.p.. Ken Johnson, appears on
KT\ H alternate weeks, when the Kan-
sas State Bank sponsors the Liberace
show, and takes part in the program's
74
SPONSOR
Bank v.p. does tv film show commercial
two commercials in an informal man-
ner,
( rther bank Btaffers appeal m iili bira
and demonstrate the waj a customer
can bank bj mail, open .1 checking ac-
1 ounl nr borrow monej . I be bank bas
been very enthusiastic over tin- results,
baa said: "We believe thai the success
of our commercials is due to the [ac!
thai -ta!T members represent the bank
on the air. giving the l\ audience a
chance to meet the people \\ li< > serve
tin-in. and showing the actual services
available to them." * * *
ISrU'lhf . . .
Shortl) after sales were combined al
WMI R and \\ Ml R-TV, Manchester,
N. K.. the Clyde Garfield Ford Co.
bought a schedule of announcements
on both stations. The schedule made
use oi $500 worth of announcements
and stressed the idea of a one-cent sale.
Customers buying a new Ford at
list price could obtain a Ford acces-
-or\ for each additional one cent.
Sales were impressive: 56 in the 21-
hour sale period.
* * •
Timebuyers in more than a thou-
sand American and Canadian ad agen-
1 tes received copies of the special tele-
vision sections thai appeared in both
newspapers in Calgary, Uta. The sec-
tions were the combined work of the
newspaper staffers and CHCT-TV's
promotion department who supplied
main of the photo- used.
Purpose oi the special sections was
commemoration of the station's intro-
duction of local, live programing. Un-
til \l November the station had been
originating its broadcasts from it-
transmitter facilities, \fter completion
of its $750,000 studio facilities the sta-
tion started a schedule of 2d hours of
local, live broadcasting a week. This
gives the station one of the hea\ iesl
such schedules for an independent in
the dominion. * * *
You need only buj WFBG-T\ to cover all of central
and Western Pennsylvania. With maximum power of
316,000 watts, WFBG-TV blankets the rich, heavily-
WFBG-TV
channel 10
Basic
CBS affiliate.
\BC
Network Coverage
populated areas between Pittsburgh and Harrisburg.
In addition to the 537,452 tv sets in its coverage
area, you get a bonus of 131,556 television homes in
Metropolitan Pittsburgh.*
WFBG-TV
Altoom, Pa.
BASIC
XF.TU'ORK
also ABC, XBC affiliate
Represented exclusively by H - R Television, Inc.
•Videodex January IS, 1955 Gives WFBG-TV 11.6^ in Pittsburgh, or more than 130,000 home«.
12 DECEMBER 1955
75
1 Ilfiflfllfl
I. I\'cu3 stations on air*
CITY & 8TATE
CALL
LETTERS
CHANNE
NO
ON-AIR
DATE
ERP (kw)" Antenni NET
Vlitul (ft)"' AFFILIATION
STNS
ON AIP
SETS IN
MARKET'
IOOOI
PERMITEE. MANAGER. REP
EL DORADO, ARK.
BISMARCK, N. D.
GRAND FORKS, N. D.
WAILUKU, HAWAII
KRBB
KBMB-TV
KNOX-TV
KMVI-TV
10
18 Nov.
24
630
NBC
None
NFA
12 14 Nov.
10 21 Nov.
12
7 Nov.
13.2 310
2.95 220
30 5,910
KFYR-TV 25
None NFA
South Arkansas Tv Co. Inc.
Dr. Joe F. Rushton. pros.
W. C. Brewster, v. p.
North Dakota Bcstg Co. Inc.
John W. Boler, pres.
Community Radio Corp.
Carroll E. Day, pros.
Don E. W hi tertian, v.p.
Adolf Lund, v.p.
Elmer 0. Hanson, v.p. &.
NBC
KMAU
NFA
Maui Publishing Co. . ..
J. Walter Cameron, pres.
gen. mgr.
NBC Spot Sali
ff. Voir construction permits*
01 TY 4 8TATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP (kw)'
Vliual
AnUnna
(ft)"'
STATIONS
ON AIR
SETS IN
MARKET?
(006)
PERMITEE. MANAGER. RADIO REP
BILLINGS, MONT.
BUFFALO, N. Y.
8
59
23 Nov.
23 Nov.
87.1
25.1
574
419
KOOK-TV
WBEN-TV
WBUF-TV
WGR-TV
27 Midland Empire Bcstg. Co.
P. N. Fortin, pres.
982- Frontier Tele»is;on Inc.
Bernard I. Obletz. pres.
Richard S. Levy, v.p.
BOX SCORE
U. S. stations on air
420§
Markets covered
260§
•Both new c.p.'s and nations gmnc on the air listed here are those which occurred betwees
31 October and 11 November or on which information could be obtained in that period. Stations
are considered to bi on the air when commercial operation starts. ••Effective radiated power
Aural power usually Is one-half the visual power. •••Antenna height above average terrain (no
ab"ve ground) tlnformation on the number of sets in markets where not designated m beta
from NTH* Research, consists of estimates from the station* or reps and must be deemed appros
mate. SData from KW Reeea'rh and Planning NT * N., flmirrc available n nrrwtiw
on sets in market. *Plans to retransmit programs <>t KONA, Honolulu, ^includes Canadiai
sets covered.
Strong pull
& $b
• . • keeps viewers t uned to
KM J -TV
FRESNO, CALIFORNIA • CHANNEL 24
Basic NBC affiliate
the San Joaquin Valley's
FIRST TV station in . . .
POWER
now 447,000 watts.
RECEPTION viewer survey shows KMJ-TV reception is
rated most satisfactory and snow free in
the Fresno area.
COLOR
KMJ-TV was the first local station equipped
to transmit network color and now trans-
mits local color slides and films.
76
Paul H. RaymeT, National Representative
SPONSOR
SI. 509.05 2.000* consumer
spendable income in 1954.
More than Dallas, Miami, Denver,
Columbus, or Indianapolis.
San Diego has more people, making more,
spending more, and watching
Channel S more than ever before.
'Consumers Markets 1955.
KFMB
WRATHER-ALVAREZ BROADCASTING PNC
REPRESENTED BY PETRY
IECO. CALtr
America's more market
12 DECEMBER 1955
77
RT TO DANG E
ABC FILM SYNDICATION, INC.
NEW YORK
10 E. 44 St.
SU 7-5000
78
CHICAGO
20 N. Wacker Dr.
AN 3-0800
HOLLYWOOD
1539 N. Vine St.
HO 2-3141
DALLAS
3123 McKinney Ave.
RA 6302
ATLANTA
267 Colonial Homes
Or. N W. • EM 4621
SAN FRANCISCO
277 Golden Gate Ave.
UN 3-0077
NEW ENGLAND
Reed St.
Western Circle
Westfield, Mass.
LO 2-3487
SPONSOR
I Wian
I brri
Baltimore; Ch,
' prodiine: rAU,
fBC TV| "Tod«r-
• •>! Bur Ttdfty hei t
i lo help M«" "*** "»** rharl *pon»or» lotted alphabp(frall|/ with ntipnrtf nnif (ime on air
y. do BM iOclQO. mMtlil. or time tbatie. Thee Alum. nl^^Co. cf Canada, JWT «
.)..». .ht i lie f, ..on When a prlre for en m"n*; (. ""^ ■ s',' .', ;'„"'.,„"', „
ndU onlT, ihn «><*r. ih. «ho« for Hi* wert Anm ch|(|fp ,, F.S: ndc M „.a
1,1
1 ruin pertl<H|iellim ranfea
' IWT; Waahlnstor, Bute Apple Commit
■ Calif. Parkin*. IfcCann-Erlckaon; Comn-
' ■'«> The iho« ft actually Iclecaet for tt
i* Central ion*. Cororoerclela
ere alao put of WBO TT
: ADC. ilt W
BIm, Bairn ft Tolfo: CBS,
i pm: M-F 4:15-30 pm; Th
„. v :n> HI pm: NBC. \V 10 [in
II Antell. NBC, U, W. F 10-30-1
ir K Co . FCAB NBC. Set Id- I
long, nril'n. NBC, *ll T 10-10::
Prodi.. Ot»> NBC, T\j 130 0
o am: NBC. m.w.f 4-4:15 pa
I Mf|., JWT ABC. Th t-B SO pm
J-Myec, TAR. HCSS: CBS. Sun 0:30-10
Camphel
Th 0-30-10 ptn; ABC. Th 5:30-8:45 pm
VI II lam ion. rtf.iH- CBS. F 10-10 So pm;
IB pm: ABC. tit W 0.30*10 pm
Soup. BBDO: NBC F 0:30-10 pm:
Sun I ! 10 pm, ABC. Th 6:15-5:30.
rodi, SSCB- i iw *li Th 0-0:30 pm;
-Ar-Dae. TAR: CB3. Tu 10:30-4(1 im
CemnDeLI-Ewild: ABC, Y 8:30-8 pm;
, Tu. To T:30-45 pm
. Bale*. H«ialon: CBS, M-F 11:30-
M. W. F 3-n:.1fl pi,,; B.l,, xnc.
pm. S'HC. Tu r> 16-6 pm: NBC M-F
pm; Unutiuri MIC M-F 4:40-3 pm
lk|.. Bum: NBC W 530-fl pm
:*, !-'" It-iTnrtt : CBS F 10:15-11 im
M.f.n.i Krkk«.m ABC W 7 DOS 30
r. BBDO: NBC. Th 8-SJO pm
Dodoa. Otwit: ABC. Tu fi-»:30 pm
Dole Silt.. Am: CBS. P 1:45-8
Dermeyer, Jchn Shew, Sol, NBC.
D ii Mont Lab) ', AJmt: DTN * F 7 3
DuPorrt. BBIlO ABC. Tu 0:30-10
Eattman-KoOeli. JWT: NBC. W 8
Elgin. '
l Drug. LAN: ABC,
l.,M.,l
ABC. Sod 13:30-1
ABC.
Ford. JWT: NBC. Th fl 30 lo nm: KftE: e» 4lb
M 8-9:30 pm; er 4th wk CBS. Sit B 30-11
R. -f^Freneh. JWT: NBC. W 4:30-46 ptn
General Dynamic*. Mrwej, Humai A JilmjUJna:
NBC. Sun 2-30-3 pm
General Electric. HHllil CB^. Sun 9-9:30 pm ;
CBS. all W 1" U [in.: ABC. Tu 7:30-8:30 pm
General Foods. YAB CBS 9 30-10 pm: NBC,
Sun «:30-T pm; CBS. alt M 0-9.30 pm; BAB:
CBS. F 8:30-0 pm ; Th 10-10:30 pm; NBC.
General Mill*.
DFSr ABC. Th
BBDO: CBS, F
_ . _: T-L: CBb,
Sat ir.so-i2n: m r 5 r. '.to ; 15 n Dm
General Motor). Frioldalre. FCAB: CBS. Tu, 11-
11:15 am; W 10-10 15 am; T 10:30-11 pm;
Bulck Dlv., CBS, Sat 8:30-0 pm
Garter PTad*.. DArcj: NBC Th 10:15-30 to;
CBS.
alt F
3:30-45 pm
Qlllottl
A. Goodn
8:30
S F Guo.tr,,-.
Gulf Oil,
TAB
NBC
F 8:30-1 pm
Hall Bro)
. FCAB Su
. NBC 4-5 pm
Harti Ml
Prods, H
tman. NBC Su
«. M
won:
)TN, Tu «;S0-»
Hetene Curtis,
Ludglo: CBS, Tu '.'
DBtt: ABC panic S 7
Ideal Toy
CBS
H, H A M
cD: NBC all F
lohn)-Mani*lllo, JWT NBC! all Sun 6-8:30 I
Johnson A lohr,,n. \,ui -lis : 30-s pm
S. C. Johnson. NT.AB NBC, alt M B 30 10:30 |
Kraft Food*. .IWT- NBC. W 9-10 pm
Lanolin Plui. Dm ean-PhflPi : CBS. M 2 15-3
Lee Ltd.. Milton Weinberg: NBO. M 8-9
Latin aV Fink. LAN: CBS. Sun 6-8:30 pm
Laver Br«.. McB I
Aye.*: CBS. M,
Lloby. JWT HTN.
Liggett A Myert, •
ABC, W 8:30-0
15-10 30 am; Sit :30-3 pm:
,-. F'.' 30-15 pm; JWT: NBC,
us T lo-io:15 pm
ABC F 5:30-5:45 |
Mattel. AL_, .
M.iYt.ig. M.i'.ir.r. -I ■ ■' -" P"S. alt T 8:30-'
Manhattan Soap, BBtW: NBC, T. Th 10-10 l
Mennen Co., McCa-m F.rlckion. Kenyoo ft
hardt: ABC. « 10 pm to tonrl
BBDO; CBS. M
Nonzema. SSCAB. .
Old Dutch Coffee, Du_
Pan-Am Alnroya. 1
: NBC. 4th Sat »-10
rWT* NBC. all Bun '
FCAB. CBS. Sat 0:15-9:3
Partar Pen, Tath am -Laird: ABC, T *""
; NBC. Sal
It, IM„ Kletlei
BDAT: ABC
i; CBS.
.' 9-0:30
1.15-30 us. U
.. W <I6-Iaa
NLAB; NBC. Bon 3:30-4
Baker A Tlldon:
CBB. Th T:30-B
Raminoten Rand, TAR: CBS. alt Sun 10:30-11
Bevlon. BBDO Norman. Cralc A Kummel; CBS,
alt T 10-10 .In |.m: Sun 10-10:30 pattlC
R. 1. Reynoldi. Esty: CBS. S of 4 Th. 12 30-1
pm; CBS. Th 8-8:30 pm; T 8-8:30 poi; F
floncon. Nonnan, Crali ft Kummel: CBS. W, F
Reaefleld" Pk|™ O.BAB: ABC. Sun T-T;S0 pm
Schick. KAE: NBC.
CRrl F B 9 31
Seott Paper. JWT; NBC. W 8:30-9 pi
Th 3:li-l"pra: CBS; Sun 5-6:30
Sorts, Bozella ft Jacob) : CBS. M
CBS M
>:15 am:
:15-10 30
SheBfTDf Pen, Si
0-9 30 pm
• laa—ii O. Hit
W 10I5-3f>
Slnger Sewing,
NBC. Sat 0
i: CBS. alt T 8-8:30
: NBC. alt T 9-1 :30 c
0 0 0
The glois industry, employing thousands
of skilled workers, is one of the most im-
portant industries in the Wheeling-Steu-
benville market. Among the outstanding
companies are The Fostorio Ctass Com-
pany, the largest manufacturer of hand-
made glassware in the country; The Im-
perial Glass Corporation, whose produefs
are sold all over North America and in sev-
eral foreign countries; The Hoiel-Atlas
Glass Company, with 10 plants and 27
safes offices throughout the United States.
Glass is but one of many important industries in
the Wheelrng-Steubenville motket. Others include
Steel, Tobacco, Textiles, Plastics. All of these
industries have recognized the great industrial
potential of the rich Ruhr Volley of Americo— rich
in natural resources, centrally located, and
rapidly becoming one of the great industrial
areas of America.
The Wheelrng-Steubenville market is a healthy
market from all standpoints. It is a full-fledged
industrial market in its awn right, growing
at a faster rate than the national average.
Current figures show 416,210 fomilies, 1,409,300
people, with a combined spendable income of
$1,973,985,000— an average of 54,742.
The best woy to reach this thriving market ot
the lowest cost is to use the dominont medium—
WTRF-TV, Wheeling. The eyes of the valley are
focused on WTRF-TV, the prime source of enter-
tainment and, consequently, the strongest odver-
WTRF-TV
flJKjaTT^"- For availabilities, call Hollingbery
Pi 'B'-Iij-I or 8ob Feffiuson. vp and GM 0f
Needtiam Smith. SM
tuing medium. In every acceptable method of
audience measurement, WTRF-TV has far out-
distanced the competition. Current Telepulse
figures show
13 of the top 15 weekly shows are on WTRf-TV!
10 of the lop 10 multi-weekly shows ate on
WTRMV!
Seven days a week, from 12 Noon to 12 Mid-
night, WTRF-TV dominates with an average
S2.I6 sho
I of audie
WTRF-TV is BIG in POWER, blanketing the upper
Ohio Volley with 316,000 watts. WTRF-TV is BIG
in PROMOTION, with FOUR important FIRST
PRIZES in nationwide competition!
for any campaign aimed at the growing
industrial vVhee/ing-Sfeubenvi'lle market —
choose vVTRf-rV— the dominant medium
in the rich Kuhr Valley of Americal
w Wheeling 1177.
WHEELING 7, WEST VIRGINIA
Equipped for network
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
The- Satrvt Sturm
Am Hum* Prodi :
B-B-T
■vF'
Flnl Lot*
Jerieni Co
PhlU ra-f L
R»0( w On-
£>■ Your Account
(Win Elliott 1
PAG: tide, prell
Bontra 4 ImIh
World of
Mr S.tt/i.,
NT L
Solute- PmimoiH.
Brru H i 35 ■
No nnwort
Drorrualnx
PftfO LM
St n-f L
funk: o,„ Mi:
V4.R tn.».f
6 The Ni«
:
Ho%d. D*Mb>
I-udeC »
MtTtiM 1-30-45
InU 8b: N.Hiai
W.lrt Qro Jo1e*
OCM lit flrtl
B
n
ng.ng
iothefTation...
J /
Florida's First
Television Station
100,000 WATTS
1,000 FT. TOWER
Represented Nationally
by Free & Peters, Inc.
Basic Affiliate
SNOW, SLEET, HAIL AND ICE?
Not In Sunny Florida!1.
More and more network producers and adver-
tisers are finding that a Florida setting adds
glamour to the program and points to the RAT-
INGS.
Plan now to originate your show from fabulous
Florida by using the facilities of Miami's Channel
4. WTVJ has the personnel, equipment and ex-
perience to assure you of quality service.
MIAMI #
12 DECEMBER 1955
85
TALENT RESEARCH
I ( ontinued jrom j>a^e 47)
think. Il«»ld on, Mr. Executive. Tal-
. nt agencies do not develop talent.
The) do no researching. Talent, like
Tops\. just grows. Talent agencies
acquire what they call "properties" by
main and devious methods. Few. if
;ui\ arc interested in representing the
tyros, beginners.
Instead, they prefer the well-estab-
lished properties; those who arc in
demand and are regularly employed.
Talent agencies operate on the the-
ory, "Let them knock themselves out
first; let 'em get a rep. If they're any
good we'll get 'em one way or another.
If necessary we'll steal them."
So how does one of their artists
( that's what the talent agencies call
their properties when they speak to
you) become big and possibly appear
on your show, at a big price?
Here's one pattern. The scene is the
office in a major talent agency and X,
11-11:30 a.m.
Monday thru Friday
//
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this $129,460,000 food market!
Lorelei Stroble's daily cooking program is locally produced
to produce local results. Put her sincere personality and
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reach the audience you want!
The only television station covering the heart of
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N B C - A B C
Represented by Hollingbery
WRR-7— Z
Channel
Power:
100.000 watts
Tower:
1001ft. BATON ROUGE, LOUISIANA
a comic, is on the phone with Y, his
agent.
X: "I've been with your office for a
year. I signed with you because you
promised to get me my own tv show.
Up to now you haven't even gotten me
a guest shot. If you guys don't come
up with something very quick I'm
gonna ask for my release."
Y: "Don't get impatient, kid. We're
working on something pretty big. We
ought to be getting word about it any
day now. Now don't ask me what it
is because if it leaks out we'll blow the
whole deal. So sit tight. And don't
call me. I'll call you."
That evening the talent agency has
its department head meeting. This is
the confab where all the problems are
thrown out on the table and the agents
discuss it.
Y; "X was in today raising hell.
He's getting tough to handle. If we
don't get him a tv shot he may demand
his release. Anybody here got any
ideas?"
The agents, all department heads,
ruffle their papers, look up at the ceil-
ing, out of the window, at each other.
Nobody has an idea. One lad who is
in charge of guest tv shots finally says,
"Maybe I can get X a shot on Garry
Moore or Steve Allen."
"That's it!" is the general agree-
ment. At least X will get some expo-
sure and who knows."
So the next day our enterprising lad
calls on the producers of the Garry
Moore show or the Steve Allen show,
or both. He describes X's talents in
the most glowing terms, boasts how
much money the office gets for him in
night clubs and theaters and how many-
people want him. "But as a special
favor we'll let you have him."
The producers, who've heard agents'
tales before, are cynical. They prefer
to "see" the comic first. This means
an audition and the agent doesn't know
if X will stand still for that. However,
he goes back and reports to agent Y,
his boss.
Y phones X: "We finally cane up
with just the thing for you. Steve
(or Garry) has been after us for you
for a long time. But we wanted just
the spot. Well, we finally got it. Bat
some of the boys haven't seen you for
some time and wanted you to come in
for a quickie run through of your ma-
terial. So when can you come down
this afternoon?"
So our comic takes the date after
86
SPONSOR
NO SELLING CAMPAIGN
IN THE SAN FRANCISCO AREA IS COMPLETE WITHOUT
kpix
r
A N N E L
SAN FRANCISCO, CALIFORNIA
WESTINGHOUSE BROADCASTING COMPANY. INC.
* r ©
WBZWBZA • WBZTV. P-,nm
KYW . WPTZ. I
KOKA • KDKA-TV. r !.;i*rgh
WOWO. / ■; Wkjm
UmJ
RifratnteJ h Frtr & Pttcn, lme.
KPlX. >Jlf [rj-irlf
RtpratnleJ hy Tf* fUt; Agrmtj
12 DECEMBER 1955
87
e demurring. The talent agenc) is
i. ni. ii iU relieved because X will
gel lii~ first exposure.
\ goes on, is pleasant without being
outstanding, and that's that. The net-
work people who were supposed to
have watched him forgot to, were
busy doing something else, playing
gin, or drinking it. or simply were
not interested.
Suddenly in comes a load of mail
asking who that "new face" is and the
talent agency starts to move. It is now
. \< itrd. They get X, add a girl (also
displeased with her lack of progress),
gel an outline of a format -and presto!
a new package is born.
If you wanted the hoy before you
could've bought him for $500 tops.
The girl for perhaps another $400.
Now the package price, along with mu-
sic, props, etc., is $20,000.
So much for the research or devel-
opment by talent agencies.
The networks operate differently.
One web, XBC TV, has recently start-
ed a nationwide campaign for (1) new
writers and (2) new performing tal-
NOW!
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your sales story to the Golden Triangle
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A 4'/2 BILLION DOLLAR MARKET
WINSTON-SALEM, N. C.
CHANNEL 12
f- WINSTON-SAUM
TOT CREENSBOIO
HIGH POINT
HEADIEY-REED, REP.
• x ^--^
ent. I think this is the third such tal-
ent-hunt launching started by this net-
work. The plan is laudable and neces-
sary. Somebody will have to come up
with new stars when the present flock
outlives its usefulness. How does it
operate?
A comic, for example, is placed un-
der contract to the network for a nomi-
nal sum — with options, of course. No
network is so crazy as to tie itself up
without some out. A writer or writers
are assigned to create a format and
write appropriate material for this new
comic.
A format is finally developed and
material outlined. I will skip the many
hands it has to pass through before
it is finally approved. Well, the show
is now on paper and arrangements for
a kine are made. The kine is viewed
by the brass and assistants and every-
body is crazy about it. They'd better
be. Money has already been invested
and heads can roll if the enthusiasm
isn't there. The web's sales force now
goes out to sell the show. I'm assum-
ing that time has already been made
available.
The preliminary work, research, sal-
aries and kine costs now amount to
• •••••••
"Radio set sales are greater than tele-
vision; most people have more than one
radio set; there is less radio set listen-
ing in living rooms and more in other
rooms and cars ; radio is listened to by
individuals and not by the family; radio
listeners look for both personal guid-
ance and entertainment; and last, and
probably most important, most daytime
listeners do other things while they lis-
ten, while two out of three nighttime
listeners concentrate only on the pro-
gram. To put it another way, about as
many people listen to radio as before,
but thev do not listen as extensively."
ROBERT E. KINTNER
President
ABC
• •••••••
about 525,000. A tidy sum. You need
a show. You like the kine. You feel
it will help sell your product. The
price to you. S40.000 a week.
If the show represents your product
successfully you get increased sales.
If the show builds to a respectable rat-
ing and option time comes around,
^ our cost has now risen to $60,000 — if
you want to keep the show. And so
it goes. If the figure gets too high for
you, you share the cost with another
sponsor, and still another sponsor.
Do you think the foregoing isn't a
fair example? How do you think the
Red Buttons show was built? The
88
SPONSOR
'In the Omaha Area
Beatrice Foods selects KMTV for its
survey leadership and merchandising help."
says Jim Switzer, Vice President, Foote, Cone 8C Belding, Chicago
~iO. DAKOTA,
1 1 W^E wanted Beatrice Foods advertising to be on Omaha's most
popular TV station and we wanted lots of merchandising
help," Mr. Switzer said. "So naturally we chose KMTV."
"Our 15-minute Sports For The Family film secured a fine rating,"
said Mr. Switzer, "and the Omaha manager for Beatrice Foods was
highly pleased with the help KMTV gave him in merchandising and
in promoting a contest among Omaha youngste-s."
According to the latest Pulse survey (Sept. 6-12), KMTV has 13
of the top 15 weekly shows ... 8 of the top 10 multi-weekly shows
. . . and leads by wide margins in most of the weekly Pulse time classi-
fications.
So profit from the experience of many successful national adver-
tisers. Contact KMTV or your Petry man today for more information
on many choice KMTV availabilities.
IT'S NO DRAW— IN OMAHA
SMART ADVERTISERS ALL AGREE: IN OMAHA THE PLACE TO BE IS CHANNEL 3
KMTV mark:t data
Population
TV Homes
Retail Sales
Buvirv Income
1 500.850
337 500
1.712.656.500
2.229.121.000
SM-SRDS Estimates
TELEVISION CENTER
A
Kimrv-
CHANNEL 3
MAY BROADCASTING CO.
OMAHA
Edward Petry A Co., Inc.
12 DECEMBER 1955
89
thai ii fell b) the wayside is an-
other <U>i\ .
what ran mhi do about it? A
long «a\ back we told you you're in
showbusiness. If \ou're in it you'd
better think of research and develop-
ment. Go where the talent is and learn
something about it. What makes it
click? What do \ou see in it that
would appeal to your market? Get
acquainted with it before the asking
price makes you faint. If you're go-
ing to buy Hollywood and Broadway-
names you'll always pay through the
nose.
So meet the performing talent in it-
own home grounds. With fewer places
where talent can display its wares,
the task isn't too great. You'll have to
stay up late. You'll meet and talk to
strange people. You may even have to
learn a jargon that will puzzle you.
But in the long run your chances of
success in coming up with something
you'll like will be as good as, if not
better than, anything you're given by
either the talent agency or the network.
And the price won't be something that
will raise \our blood pressure.
Comedians are the most widely
Obviously
OUTSTANDING
SIX FULL TIME NEWSMEN OUT OF
A STAFF OF 44 GIVE PEORIAREA
THE MOST COMPLETE COVERAGE
OF LOCAL AND WORLD NEWS
FIRST in the Heart of Illinois
CBS RADIO NETWORK
PEORIA
5000 WATTS
FREE & PETERS, Inc., Exclusive National Representatives
Bought, so go out and watch them.
Don't bother with the well known.
They already have a price tag, are
usuall\ too expensive, and have al-
ready been on tv. What you w-ant is
something new, different.
Avoid the comedian who stands and
tells jokes on the order of "my girl
wears open-toed army shoes." These
sland-up comics seldom are actors, and
tv needs actors, not just bad joke
tellers.
Don't mistake overacting for com-
edy. Underacting is often the hallmark
of the basic comedic art. It requires
more intelligence than just learning
lines. Also, look for a pliable face
and expressive eyes.
You're not going to find the him
or the her right away. It takes time.
So where to look?
If you're in or around New York
try the Catskill Mountains (commonly
known as the "Borscht Circuit") or
the Poconos.
Don't bother with the headliners;
watch the supporting acts instead. The
smaller night clubs — not the Copas or
Latin Quarters or hotel spots — are
good hunting grounds. The Blue An-
gel, Ruban Bleu and occasionally one
or two other places are recommended.
If your fraternal organization, club,
or business gives some kind of a din-
ner where entertainment is provided,
pav particular attention to the per-
formers. They're usually young people
known only to the entertainment di-
rector.
Once you find what you think is it,
the hard work begins. You've done
some research: now begins the train-
ing. The person vou choose will need
coaching, material, lessons.
If you already have a network tv
show, use your influence to put your
protege on sustaining local tv shows.
When he's had enough seasoning put
him on your show for a few minutes
at irregular periods. Your producer
may object. Let him. Chances are he
doesn't know any more about comedy
than you. All opinions are subjective.
As a general rule, avoid singers.
They're too often artificial products of
a record hit. Thev can't act, have lit-
tle personalis and frequently have
little else but a trick voice. Your Per-
ry Comos and Bing Crosbys don't hap-
pen often.
That's about all for this session —
so good hunting . . . it's open season!
• • •
90
SPONSOR
FIRST IN AUDIENCE
IN METROPOLITAN SHREVEPORT
19-20
68
SHOWS
0/ O F THE NIGHT-
IME AUDIENCE M! Ve'non
61
J/OF THE DAY
IME AUDIENCE
Sandy
Leads in 150 out of 168
nighttime quarter hours.
Leads in 108 of 199 day-
time quarter hours.
*Based on ARB Survey of television
viewing — week of October 9-15.
KSLA offers you audience leadership . . . full power coverage of over
155,000 sets ... 23 months on-the-air experience . . . AND THE
LOWEST TV COST IN SHREVEPORT. Present low rates stay in effect
through June of next year for advertisers established by the end of
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TV BUY. See your Raymer man right away.
PAUL H. RAYMER COMPANY, INC. National Representatives
New York ■ Atlanta ■ Detroit • San Francisco ■ Hollywood ■ Dallas • Chicago
TlRST
SHREVEPORT,
LOUISIANA
Affiliated with
CBS and ABC
12 DECEMBER 1955
91
SUPERMARKET SYMPHONY
I ( ontinued from 'page 15 I
Factors: ;i bang-up promotional job 1>\
client, agenc) and station WBTV; the
general rise of interesl in classical mu-
sic stirred up bj hi-fi and low-priced
longpla) records; the upbeat of cul-
tural interest- lliat i- part of the post-
war growth in the South.
Rut the actual idea for a live televi-
sion symphony came from the success
of a pop concert of the Charlotte Sym-
phony sponsored by Bill Harris, presi-
dent of the grocer} chain that now
averages over 1200,000 weekly in sales
volume. A capacity audience packed
the local armor) to hear the concert.
Eight months later, customers were
still talking about the show'.
Harris reasoned that the symphony,
on the larger stage of television, would
arouse widespread interest, and pro-
vide a civic-minded program vehicle
to promote the store chain. As events
prove, he was right.
Says supermarketer Harris:
"The people of our city should have
SUNDAYS, MONDAYS and Att WAYS
WOLF
has a lion's share of audience
SUNDAYS (daytime)
32.6%
1st PLACE
MONDAY
thru SATURDAY
Mornings 8 A.M. - 12 Noon
WOLF
Share of Audience
16.9% 2nd PLACE
Afternoons 12 Noon - 6 P.M.
33.3%
1st PLACE
Evenings 6 P.M. - 10:30 P.M.
29.7%
1st PLACE
everywhere you go . . .
MONDAY thru FRIDAY 9 A.M. to 5 P.M.
Barber Shops _.___ 50% (tie) 1st PLACE
Beauty Shops 31% _ 1st PLACE
Cleaners 23.1% 2nd PLACE
Dentists 24.6% __ 1st PLACE
Drugstores 36.4% 1st PLACE
Grocery Stores 47.3% 1st PLACE
Service Stations
.51% 1st PLACE
RATING for RATING - RATE for RATE
m CENTRAL NEW YORK
it's
PR EC • • • Cet the whole story (Spring
1955) covering homc-auto-store listening. 4
and 8 year trends, TV operating hours, also
new I October 1955) Business Establishments
Survey. Included are the basic market facts
on population, labor force, industrial work
hours, automobiles, telephones, and monthly
sales comparisons. Ask for your copy of
The Syracuse Inside Story.
WOLF
SYRACUSE, N. Y.
National Sales Representatives
THE WALKER COMPANY
an opportunity to see good musicians
perform. In this nervous world, we
need to listen to music. Good music
i- for everyone. Believing this, we
have given our wholehearted support
to this community program.
"It's certainly gratifying to us to he
in a position of gaining materially as
a result of a civic enterprise."
The Carolina Hour has also dis-
proved the notion that only the upper-
bracket shoppers will "dig" a s\ m-
phony. Says adman Kincaid: "Its
been amazing to the sponsors that peo-
ple of every stratum seem to like the
show. More folks of the lower- and
middle-income class mention the show
than those in the higher-income brack-
ets, by the way."
Is a show of this type out of line
with other local tv shows available to
the supermarket chain? According to
Harris executives, the answer is "no."
"Production costs of the program."
Kincaid states, "have been slightly
". . . the more people your ad calls
upon, the more sales you are going to
make for your product or service. It is
true that a good many advertisers be-
lieve there are advantages in owning a
paticular show that outweigh this em-
phasis on frequency. But either way,
network radio is now in a position to
fulfill the individual requirement of any
acceptable product."
JOHN KAROL
V .P. in charge of Mettcork Sales
CBS Radio
higher than ordinary live local pro-
grams, but sales results have proved
it a profitable venture."
Show stopper: The show has become
a phenomenon and a pattern-setter in
musical circles as well.
A representative of the Charlotte
Symphony traveled to the American
Symphony Orchestra League meeting
in Evansville, Ind.. last June for the
annual musical conclave.
Amidst the talk of Mozart and Mah-
ler, of flatted fifths and sharp-tongued
sopranos, there ran a leitmotif: How
can symphony orchestras sta\ within
their budgets in ati era of rising talent
costs?
The Charlotte man finalh spoke up.
and told about the sponsorship of the
Charlotte musicians by a supermarket
92
SPONSOR
< bain. \i iii at, the othei B) mphonj
managers though) be was kidding.
Now. sei ioua n i u - i« iana all ovei the
counti j are eyeing the < bai lotte i\
show as .1 sort <>f musical pilot opei a
lion. Since .1 local — v iti|>ti««rii- i\ show
..in In' a commercial as \\ «-l I as artistic
success, the feeling runs, wh) can'l the
idea be repeated in other < - i 1 i « - — thai
bave local serious niu-i« groups?
< o«f«i: |M a coda-like summation <>f the
>hciu. and its effects i>n the commu-
nity, adman Kincaid told sponsor:
"Never bave I seen an) advertise]
realize such immediate and consistent
results from an advertising \ rhi« le or
medium. We feel that the Carolina
Hour excites civic and educational in-
teresl bj programing good music and
providing the opportunit) for area tal-
ent to perform in a professional man-
ner.
"Primarily, we are delighted to offer
prooi thai televised Bach and Beetho-
ven can sell everything from soap to
• igarettes for our client and compete
favorably with the best of tv program
fare." * * *
REP HEADACHES
1 ( ontinued // om page 1 1 1
. ii.- more thing I gotta tell ) ou. BV
fore I gol the oka) the 1 ommen ial
manager of the station < ailed i" tell
me thai it I was ha> ing su< Ii .1 hard
time selling a g I spot, what would
I d<> when something haul in sell 1 ame
along. Bo) ! I feel like a double
& "t< h.
"I'll bave a double » ot< h," the i\
rep -aid to the bartender.
"Me, too," Baid the radio rep.
Each was silent w ith bis <>u n
thoughts foi a leu moments. Finally,
the radio rep said, "1 on know, we
often gel -ore at timebuvers hut they're
really good guys. The) bave their
problems. There are a lot of things
going on the) don't like, hut the) can't
do anything about it. Like, suppose a
timebuyer calls me and a-k- me foi
morning availabilities during the week.
Well, as I said before, there's little
around so I tr\ to get some informa-
tion about the campaign. You know,
maybe I can come up with something
that'll lit the prodix 1 even il it's not
me.
fe /. I know jii-i h h ii you r<
in ■ to say," the l\ rep s lid. " Vnd j ou
■ .in «.i\ that again."
"You didn't ;ive m< a < han< 1 I
ii the firsl time," -aid the radio rep,
finishing his di ink. °\\ bat I wai
ing to -.i\ was that if you a-k .1 time-
buyei foi infoi mation about 1 imp lign
strategy ,nn\ he Bays he's not allowed
to 1 1 Ik about ii even though he want-
to. \ on . an believe him. Vftei all. a
timebuyer know- we can help him it
we know what they're trying to do
w ith the produ* 1. W e 1 an shorten bis
work and ju-i give him the best avail-
abilities instead of all of them.*1
""i e.ih." said the ti rep, "but those
account men. You might think they're
protecting the -<■< ret oi the atom bomb
the way the) keep campaign strate-
gies secret."
wl eah." -aid the radio rep, "some
secret Two days later, a competitive
timebuyer calls up, tells you what the
campaign is all about and a-k- you if
the competition is buying time on youi
-tations."
"Jeez," said the t\ rep, "you 1 an -a\
it's a plane?
it's a jet?
it's LEE KNIGHT!
Constantly looking for unusual, audience-getting
material, Lee Knight, hostess of WSPD's daily
'&:. "Homemakers' Institute" program, boarded a jet
plane recently to make a tape recording.
-; And this summer, Lee toured England, France,
Italy and Switzerland gathering some 40 taped
_ ■ interviews for outstanding program content.
"Homemakers' Institute" programming gets the
. audience. Your advertising mes- —
• sages get the sales results in
- WSPD's 16 county, billion
'dollar market.
fr Call Katz or
CHerry 8-6201
in Toledo.
RADIO
— TELEVISION
TOLEDO, OHIO
Represented Nationally
by KATZ
12 DECEMBER 1955
93
•id;
Lil
THE
Li!
all1
Li
i
Dick Pack
WBC National Program Manager
Grady Edney
Program Manag
WBZ, Boston
Bill Dempsey
Program Manager
KPIX, San Francisco
Tom Bennett
Program Manager
KDKA, Pittsburgh
Guy Harris
Program Manager
WOWO, Fort Wayne
Byron Dowty
Program Manager
KDKA-TV, Pittsburgh
Gordon Davis I
Program Manci
KYW, Philadel-4
Month in, month out, these WBC program managers develop a steady
stream of ideas for new shows. Exciting, out-of-the-ordinary ideas that
produce big audiences and big payoffs for advertisers!
Like Swan Boat, on WBZ-TV, Boston a morning variety show that
successfully combines big-time quality with local home-town atmosphere.
Like teaming up the city's five top disc jockeys Moon Mullins,
Barney Keep, Bob Blackburn, Al Davis, Al Priddy, on a single
station KEX, Portland and then alternating the five flavors prac-
tically around the clock.
Like the crusading documentary WPTZ's Telescope that uncovers
and covers current serious problems of Philadelphia.
Ljke new, fast, first-hand coverage of local news by KDKA, Pitts-
burgh, on the scene instead of only in the newsroom.
Like many, many more bright, imaginative programs on WBC's five
radio and four TV stations.
On location in six big markets, and at Headquarters in New York, WBC
idea-hunters are eternally at it. Result No. 1: brilliant programming.
Result No. 2: big audiences. Result No. 3: WBC stations are the best
buy in six markets where 26 million people live and buy. Get all the
facts. Call Eldon Campbell, WBC National Sales Manager, MUrray
Hill 7-0808 in New York City.
No selling campaign is complete without the WBC stations
WESTINGHOUSE BROADCASTING
COMPANY, INC.
w
RADIO
BOSTON -WBZ + WBZA
PHILADELPHIA -KYW
PITTSBURGH — KDKA
FORT WAYNE — WOWO
PORTLAND — KEX
TELEVISION
BOSTON -WBZ-TV
PHILADELPHIA — WPTZ
PITTSBURGH — KDK A-TV
SAN FRANCISCO-KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
All other WBC stations represented by Free a Peters. Inc
*!S
Mel Bailey
Program Manager
KEX, Portland, Oregon
Stan Lee Broza
Program Manager
WPTZ, Philadelphia
Bill Kaland
WBC Assist. National Program Manager
Gordon Swan
Program Manager
WBZ-TV, Boston
Gordon Hawkins
WBC National Educational Director
that again. Gimme another double
-. otch," he said to the bartender.
"Me, too," said the radio rep.
"Say," Baid the n rep, "isn't that
i rregor) IV. k ./ I heard he was tour-
in- Madison \\<-. to get the feel for a
nu>\ ie about advertising.
"Nah, tluit'~ not him," said the ra-
dio rep. "'\ih1 what if it was? What's
he sold? Just because \ou can recog-
nize a gu) doesn't mean he's so great.
We've got personalities on our stations
that could sell circles around Gregory
Peck and it am one of them walked
in here nobod) would recognize him.
"That's the trouble with you radio
guys," said the t\ rep. "You're too
sensitive. Let's get a table and eat.
\la\he we'll feel better."
"This business would he a lot eas-
ier," said the radio rep after they were
seated, "if the agencies gave every-
body a crack at new business."
"Jeez."' said the tv rep. "you . . ."
"Okay," said the radio rep. "I'll saj
il again. This business would be a lot
i asier if the agencies gave all the reps
a crack at new business. Now. mind
2,343 TONS
OF COFFEE!!
Just one pound of your coffee sold to the radio homes in
WGN's area would mean 2,343 tons sold— $4,217,400 at ninety
cents a pound!*
WGN reaches more homes than any other advertising medium
in Chicago and our Complete Market Saturation Plan has
pioven it can sell your products to these homes.
'Nielsen Coverage Senile
A Clear Channel Station
Serving the Middle West
MBS
a
WN
Chicago
11
50.000 Watts
720
On Your
Dial
Eastern Advertising Solicitation Office.
220 E. 42nd Street, New York 17, N.Y. for New York City, Philadelphia and Boston
Representative: George P. Hollingbery Co.
Los Angeles — 411 W. 5th St. • New York— 500 5th Ave. • Atlanta— 223 Peachtree St.
Chicago — 307 N. Michigan Ave. • San Francisco — 625 Market St.
I"i youi best television buj in Chicago, it's WGN- IV,
( hannel 9. "M\ I ittle Margie" and "St u Erwin Show"
available foi announcements Monday-Friday 10:00-11:00 \M
sou. they're pretty fair a good deal of
the time. But, boy. it gripes me when
a timebuyer buys his favorite station
list without giving me a chance to
show what I can offer. What are you
going to have to eat? '
"I think I'D have Yankee pot roast,"
said the tv rep.
"Me, too," said the radio rep. They
ordered.
"Just between \ ou and me," said
the tv rep. "with all this talk about the
agencies and timebuyers keeping things
back, let's face it, some of my stations
aren't exactly angels in this respect."
"You don't even have to say it
again," said the radio rep. "You want
"Today in media research, too much of
our effort is concentrated on proving
that something happened. Researeh is
being done to provide post-faclum ego-
building material. Its dedication is flat-
tery rather than fact. And some re-
search is even being done to prove that
someone else has over-flattered them-
selves."
SEYMOUR SMITH
Director
Adrertest Research
to know what a station pulled on me'/
This station manager comes in town,
see, and begins giving me the business.
I'm not doing so well, he says. His
competition is getting some juicy na-
tional business that he thinks ought to
be on his station. And at night, too.
I felt like telling him that if he'd do
something about his crumby nighttime
programing, maybe he'd get some bus-
iness. Talk about dogs. Well, he's a
kind of temperamental cuss, so I just
kept my mouth shut. I got enough
trouble without his switching to an-
other rep. Hey. \ou stole m\ butter."'
"You're getting too fat. anyway,"
said the tv rep.
"Do vou ever look in your mirror.''"
said the radio rep. "Anyhow, where
was I? Oh. yes. Now. get this. No
sooner do we \ isit the fir.;t timebuyer
when he begins spouting about some
new programing he's putting on at
night. Well, you know, it was a terrific
idea. But does he tell me about it
first? No, he does not. And it's been
on the air for three weeks. Meanwhile,
the timebuyer is looking at me with a
where-have-you-been expression. Then
he tells the station manager that this
puts a different light on things and
that his station will certainly get more
96
SPONSOR
z&i
J
T
They talk of Pigeons and Glitch
"Pigeons" arc noi birds to .1 Bell System
technician. 1 hey are impulse noises causing
spots which seem to fly across the TV picture.
And when he talks of "glitch" with a fellow
technician, he means .1 low frequency inter-
ference which appears as .1 narrow horizontal
bar moving vertically through the picture.
It is important that our technicians can de-
scribe the quality of their signals in terms which
mean the same to Bell System technicians in
television operating centers along the line.
They continually check their monitors and
oscilloscopes to guard the qualit) oi the signal
as it wings across the nation. II one oi them
notes .mv defeel in the pi< ture, hi ma} want
to compare the signal he is receiving w ith those
received l>\ monitors back along the line. It is
important thai the) talk a uniform language
with precise definitions. Thai way the) quickly
isolate the point of interference and correcl it.
This teamwork along Hell System lines is .in-
other item which assures the network that the
signals represent the best possible servi< e that
Bell System ingenuity can provide.
.em
Zb>
/
BELL TELEPHONE SYSTEM
PROVIDING TRANSMISSION CHANNELS I > >R INTERCITY TELEVISION TODA^ \M> TOMORROW
12 DECEMBER 1955
97
1
serious consideration, especially since
this kind of programing is just what
he was looking for. And when we
walk out the station guy has got one
of those smug that's-the-way-to-sell-
radio-son looks. Brother! I could have
another double scotch."
"Hey, take it easy on my expense
account," said the tv rep.
■\\ hat? \\ itb the tax bracket you're
in. a (I i ink doesn't cost you more than
a dime," said the radio rep.
"Boy, you have had too much to
drink."' said the tv rep.
"I'm only kidding," said the radio
rep. "I wonder if that station guy de-
liberately held back on that nighttime
show just to prove to me he was a
good salesman?"
"Hey, you're letting things get you
down," said the tv rep. "My guess is
that he figured if he sprang the new
show on timebuyers during a personal
visit it would have more effect."
"Well, maybe," said the radio rep.
"But those things sure can be aggra-
vating."
"Yeah," said the tv rep.
— that's the yearly income*
of WIBW farm listeners!
Here's the man to sell. He's got plenty of cash to buy your
product.
Kansas farm families are buying like mad these days, buying
cars, tractors, tools, appliances, luxuries. They're building barns,
sheds, homes, granaries. They're using services like never before.
Remember that figure $8,830, after taxes — it gives them
plenty of cash to play with.
And remember too that WIBW is the radio station Kansas
Farmers listen to most.f
'Consumer Markets, 1955.
tKansas Radio Audience, 1954.
TOPEKA, KANSAS
Ben Ludy, Sen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep: Capper Publications, Inc.
SERVING A MARKET 52% ABOVE U. S. AVERAGE
"You say, 'yeah,' " said the radio
rep, "but you tv guys got it easy.
\\ e've got to sell our medium in addi-
tion to selling our stations. We're not
glamorous like you. We're under-pro-
moted. And I'll be the first to admit
that part of the fault lies in our laps."
"We've got our problems, too," said
the tv rep. "Don't kid yourself. We
can talk about terrific impact but then
the advertiser comes back with, 'I can't
afford it.' It's hard to argue with that.
And for tv to have a big future, we've
got to bring in small guys as well as
the big guys. And there's another
problem we face in common with you
guvs. It's hard to go over the head of
a timebuyer and try to sell the account
man or ad manager. For some reason,
timebuyers seem to resent it, although
on the print side it's very common."
"Yeah," said the radio rep, "I've
noticed that, too. Still, I think if you
talk to the timebuyer first it helps."
"It helps a little," said the tv rep.
"but the magazines and newspapers
have tradition on their side. The\ ve
been selling themselves for years and
********
'^Although there has been one asbstain-
irrg member, the Board of Directors —
which establishes our policy — has been
substantially unanimous in their action
regarding Toll Tv. Our position is clear:
We don't want any kind of change in
free-enterprise television which will
lessen to any degree its free character-
istics."
HAROLD E. FELLOWS
President
TSARTB
years. We've got to get the same kind
of acceptance."
"I'll tell you what we've got to get,"
said the radio rep. "We've got to get
those timebuyers off their backsides
and get west of the Hudson River."
"You can . . ."
"There are some markets you just
can't understand unless you get out
there and walk around the town, talk
to the people, the dealers, listen to the
local radio shows. . . ."
"There are local tv shows, too, \ou
know," said the tv rep.
"You talk about your headaches,
I'll talk about mine," said the radio
rep. "This business about Madison.
Wisconsin, not being the same as Mad-
ison Avenue, has become a cliche. But
there's a helluva lot of truth to it. It's
amazing the differences vou find be-
98
SPONSOR
Head of his own firm, Santa
Claus is, without a doubt, the best known
of all accounts . . . and hell be visiting
every home in the KFAB area long about
December 25.
It's going to be another great Christmas
in the KFAB area . . . with business at an
all-time high . . . and communities smal
and large bursting at the seams . . .
growing bigger and better.
As we count our blessings, we extend
our good wishes to our many advertis-
ers, old and new, who make our service
possible and to the thousands of loyal
listeners who have made our record
great.
Everyone at Free and Peters . . . join
Harry Burke and the entire KFAB staff
in wishing you . . . MERRY CHRISTMAS.
v x \ \ \ \ \ I / / / / /
omflHR nBC RROIO
I.
1
BOYD EVANS
Star of
ALABAMA FARMERS' JOURNAL
WAP I 5:45 to 6 am
(fed Statewide Network)
ALABAMA FARMERS' TIME
WAFM 12 to 12:15
— all Monday through Friday
NOON EDITION
WABT 12:18 to 12:23
These programs of Farm Service (not
"Farm Entertainment") are heard and
heeded by substantial farmers all over
Alabama. Boyd is well fitted for this
work. He attends about 2 farm meet-
ings a week and speaks to more than
100,000 farmers every year.
Stars Sell on
Alabama's
greatest RADIO station
Birmingham
Represented by John Blair & Co.
Southeast, Harry Cumminqs
greatest TV station
Birmingham
Represented by BLAIR-TV
tween one market and another, the)
maj seem subtle at first hut when you
really learn about a market the differ-
ence becomes tremendous."
"Well, it's not always the timebuy-
er's fault. He can't get out and travel
around." said the tv rep.
"You took the words right out of
m\ mouth," said the radio rep. "The)
don't like getting a secretary's spread.
They're dying to hop on a plane and
see the country. Still, when you talk
to them about a market they've never
\i»ited and tell them there's something
special about it. they put on a blank
look. You know, as if to say: 'Aren't
you overdoing it a bit, old boy?' or
'Well, it's your job to sell the market
and you have to say it's something
special.' '
"Many's the blank look that's come
my way," said the tv rep. "Sometimes
I feel like dragging these guys out of
their offices and putting them ri>dit
smack in the middle of Main Street
and telling them, 'This is the U.S.A.' '
"Just between us girls," said the ra-
dio rep, "I wouldn't hit that Main
Street angle too hard if I were you.
After all, what covers Main Street like
radio — 2,700 stations, count 'em,
2,700. And what've you got that com-
pares to a 50 kw. clear channel?"
"Okay, okay," said the tv rep. He
burped. "You know, I always eat too
much for lunch. Makes me groggv all
afternoon."
"And another thing." said the radio
rep, "if you're going to drag anybody
out of their office it might be a good
idea to start with agency presidents or
some other agency brass. They're the
guys that have to decide to give the
timebuyer time to travel. When they
chain a timebuyer to a de?k they save
pennies and lose dollars. Have a
cigar?"
"Thanks," said the tv rep. "I'll save
it until after dessert. I think I'll have
banana cream pie and coffee."
"Me, too," said the radio rep. "I
really shouldn't but I can't resist gooey
pies."
"' two gooey banana cream pies and
coffee," the tv rep said to the waiter.
"You know, today's a great day for
golf." said the radio rep.
"Yeah, I might as well have pla\ed
it yesterdaj for all I accomplished,
said the t\ rep. "I had an appointment
with a media director at 2:30. When
I get there, his secretary tells me that
an emergency plans meeting sudden-
K came 1 1 j > and would I want to take
a chance on waiting or make another
appointment? Well, it was hard get-
ting the appointment so, foolish fellow
that I am, I said I'd wait. So I wait
and I wait and I wait. At 4:00 the
secretary comes out and says it looks
like this thing is going to drag on
until early in the evening."
"Occupational hazard," said the ra-
dio rep. "All salesmen suffer from it. '
"\\ hat makes you so philosophical
all of a sudden?" said the tv rep. "Do
all salesmen have to call up a station
and ask them to move a big local client
out of a juicy spot for a national ac-
count who may spend a lot of money
in the future but isn't spending much
now?"
"I'm just trying to forget my trou-
bles," said the radio rep. "Boy, is this
pie good!"
"Do all salesmen have to worry
about selling guys who buy only cost-
per-1,000 and forget about impact?"
"Stop it, please," said the radio rep.
"Don't get me started or I'll give you
an earful. You haven't sold radio in
recent years. Did you ever hear of
rate cutting?"'
"Rate cutting? Rate cutting? Mmm.
Seems to me I've heard something
about it. What is it?" said the tv rep.
"It's the quickest way to sell a me-
dium down the river," said the radio
rep, "that's what it is. Once you do it
and it gets around — brother! Most of
my stations stick to the rate card but
there are a couple that have gotten
themselves into a nice, vicious cycle.
Bov, the way they play around with
local accounts! Sugar?"
"No, thanks, I gotta start watching
my diet, and coffee without sugar is a
good place to begin," said the tv rep.
"I think I'll skip coffee," said the
radio rep. "All this talk about head-
aches has given me a headache.
"Me. too," said the tv rep. * * *
IN GEORGIA
you can
have your cake
. . . and eat it, too
100
SPONSOR
STORER BROADCASTING C
WSPD • WSPD-TV WJBK • WJBK-TV
Toledo, Ohio Detroit, Mich.
WAGA • WAGA-TV
Atlanta, Ga.
WGBS • WGBS-TV
Miami, Fla.
KPTV
Portland, Ore.
WWVA WBRC • WBRC-TV WJW • WXEl-TV
Wheeling, W. Va. Birmingham, Ala. Cleveland, Ohio
NATIONAL SALES HEADQUARTERS:
TOM HARKER, National Sales Director BOB WOOD, National Sales Mgr.
118 E. 57th St., New York 22, MUrray Hill 8-8630 230 N. Michigan Ave., Chicago 1, FRanklin 2-6498
111 Sutter St., San Francisco 4, Calif., SUtter 1-8689
12 DECEMBER 1955
101
the
big
listen
is
to
kbis
bakersfield
California
970
DOMINATING CALIFORNIA'S
SOUTHERN SAN JOAQUIN VALLEY
WITH POPULAR MUSIC AND NEWS
24 HOURS A DAY!
representative:
NEW YORK
ST.' WWS ADAM Y0UNC ,R
LOS ANGELES
EXPLOITING A FILM SHOW
{Continued from page 43)
feet, preceded the show, and is already
solidly established.
Eddy Arnold, star of Walter
Schwimmer Productions' Eddy Arnold
7 one, has for years been one of the top
folk-music recording artists in the busi-
ness. In the past decade, his record-
ings for RCA \ ictor have sold more
than 30 million copies — a score
matched only by disk sales of Bing
Crosb\ and Perry Como.
To advertisers using Eddy Arnold
Time. Schwimmer makes a\ailable, at
a rock-bottom price of 27<? apiece, spe-
cial Ldd\ Arnold records I "Barbara
Allen.'" "Careless Love," "Red River
\alle\." etc. i that can be used in a
wide range of give-aw a\ s. prizes or
promotion stunts. Special song folios
are also available to advertisers, the re-
sult of a tie-in with Trinity Music, Inc.
TPA has a productive tie-in with
Pocket Books to plug the telefilm ad-
ventures of Ellery Queen whereby the
sponsor can buv at cost a standard
Pocket Book display rack filled with
Ellery Queen titles. Special wrap-
around binders can carry the pro-
gram's time and channel, complete
with the sponsor's logo or slogan.
\BC Film Division has a tie-in with
the manufacturer of a line of plastic-
model warships to promote its film
syndicated series Victory at Sea. CBS
TV Films can offer its advertisers on
the filmed Gene Autry or Annie Oak-
ley series the opportunity to cash in
on franchised Western gear. And so
on and on.
• Personal appearances: The per-
sonal appearance of a film star in New
^ ork, Chicago or Hollywood arouses
interest, but nothing like the whoopde-
doo that's generated in the major cities
that are not program origination
points when a tv star comes to town.
I his fact is not lost on tv syndicators,
some of whom make arrangements to
share the tab with regional or local
advertisers for a splashy local appear-
ance b\ a tv favorite who works for
them.
Zi\ Tv, for example, plans exten-
sive routes for stars like Duncan Re-
naldo I Cisco Kid), Richard Carlson
i / Led Three Lives). Ann Baker I Cor-
liss ircher) month- in advance, work-
ing the tours in between shooting cy-
cles. Many regional and local adver-
tisers thus find the\ can easib afford
to share the transportation costs, since
they often represent only the carfare
from a nearby city, rather than all the
wa\ from Hollywood.
The effect on local sales, and the
publicity value of such appearances,
is eye-opening. In a recent tie-up be-
tween TPA, Good V Plenty, Lit Bros.
Department Store, and WFIL-TV, a
special jungle show starring Jon Hall
iRamar of the Jungle) was staged in
the big Lit store in Philadelphia. Store
traflic jumped sky-high; more than
20.0(10 Philadelphia-area fans crowd-
ed in at 25c a head. Cost to the ad-
vertiser: nothing.
NBC Film Division's Steve Dono-
van. Western Marshal recently \ isited
Rockford and Champaign, III., for the
show s sponsor. Purit\ Bakeries. A
total of 100.000 "Junior Western Mar-
shal ' kits ordered from NBC Film Di-
vision for the occasion were promptly
snapped up b\ small fry viewers who
crowded to see their Western hero in
person.
There's a long list of junketing tele-
film stars available for personal ap-
pearances I depending on their sched-
ules at the time a request is made).
A few : Official Films" Gale Storm, star
of the s\ ndicated reruns of My Little
Margie;' CBS TV Film Sales' Gail Da-
vis, who stars as Annie Oakley : MCA
TV's Thomas Mitchell, the Mayor of
the Town: Guild Films curb -haired
pianist star. Liberate.
A typical \isit is likely to include:
a visit to the sponsor s plant or big re-
tail outlet. civic and community group
lunches, guest appearances on local
radio and tv shows, press interviews
w ith local tv editors I many of whom
"They both enjoy KRIZ Phoenix —
she likes Sinatra and he likes
Sibelius."
102
SPONSOR
FRANKI
which tv\radio trade magazine
should top your list in 1956?
\ BRII 1 \M) ISIIl I SPONSOR ANALYSIS
Hi
FOR IH'S^ STATION EXECl MM S
At the right are 10 key points
which will help you evaluate SPONSOR
in your 1956 trade paper plans
The
UNVARNISHE
i
PO!\S()R ADVERTISING FACT SHEET
EDITORIALLY, SPONSOR IS rOTALLl BEAMED IDWARD NATIONAL
B7ERTISERS \M> ACENCIES. OUR MISSION I- 1*0 GIVE "THI Ml n
hii FOOT I in BILLS" CU1DANCI in ink EVAL1 \ in in \ni> PURCHAS1
1 i \ \NM R Mini I [ME \M> PROCRAMS.
SPONSOR'S ( llti I l.\ IIun l> Nil PURES1 FOR mill PURPOSES IN mi
\ RADIO rRADI PAPER FIELD. OF 10,00 ICULATION, ABOUT
I GO ro NATIONAL WD REGIONAL AGENCIES AND IDVER1 ISERS;
I ro ADVERTISERS, 3,300 rO AGENCIES. rHAT'S 7 OU1 "I In
V REMARKABLE PINPOINTED CIRCULATION.
\ SPONSOR I- iiu I'SI \!\(.\/1ni OF nil: INDUSTRY. T\ BASICS, RADIO
kSiCS, l\ RES1 I rs, RADIO RESI I I s. FILM li\H<>. T\ DICTIONARY,
IMir.i YINC BASICS, l\ \ni> RADIO STATION BUYERS' GUIDE, TIME-
OVERS OF nil i. S., AND MANY, MAN! MORE PROJECTS Mil: EXAMPLES
IF SPONSOR USI VALUE. SPONSOR AVERAGES 250 INFORMATION REQUESTS
iONTHLY FROM ADVERTISERS \NI> AGENCIES.
j# Ml. IMPARTIAL \(.l N< \ - \NH- \l>\ KKTISER-TIUDE-PAPER-READERSHIP-STUDIES
.UDK IH KINO THE PAS! rWO Yl IRS PROVE SPONSOR'S DECIDED
KADERSHIP IN ITS FIELD (DETAILS ON REQUEST).
5. SPONSOR AVERAGES Nl \n\\ 20 PAID SUBSCRIPTIONS I AT ITS QUALITY PRICE
i] 88 per year) at the 33 top timebuying agencies at jwt,
1BDO. Y&R, \NI) Mi: SPONSOR HAS FROM ID TO 60 PAID SUBSCRIPTIONS.
m.I Ni 1 LIBRARIANS REPORTED, IN A TRADE PAPER STUDY, THAT SPONSOR
IS KEPT ONE YEAR OR LONGER AS A REFERENCE SOURCE, THE AVERAGE
PUBLICATION SIX MONTHS OR LESS.
6. RECENTLY, SRDS COMPLETED A STUDY OF ADVERTISING GAINS OR LOSSES
IMONC THE TRADE PUBLICATIONS OF OUR FIELD. OF THOSE LISTED ONLY
TWO SHOWED GAINS SPONSOR AND SRDS. SPONSOR'S <<\IN w \S OVER 250 PACES.
/. ALTHOUGH TRADE PAPERS ARE FREQ1 ENTLY REGARDED AS INTANGIBLES,
BPONSOR IS ABLE TO SHOW SPECIFIC RESULTS (FOLDER
OF EXAMPLES ON REQUEST).
O. SPONSOR IS A PRESTIGE PUBLICATION. YOUR PRESTIGE MESSAGE GETS
THE ADVANTAGE OF SPONSOR'S EXCELLENT STANDING IN ITS FIELD.
7. SPONSOR FIGHTS FOR WORTHWHILE INDUSTRY IMPROVEMENTS, PROJECTS,
AND REFORMS. IT IS REGARDED AS THE FOREMOST ADVERTISING MAGAZINE
IN THIS RESPECT. THIS HELPS PRODUCE A HEALTHY, ACTIVE
CLIMATE FOR YOUR MESSAGE.
1(J. NATIONAL REPRESENTATIVES LIKE SPONSOR. THEY KNOW HOW
THOROUGHLY IT'S READ AND USED. ASK YOURS WHAT HE THINKS OF SPONSOR.
HE*LL BE GLAD TO TELL YOU. HE KNOWS SPONSOR.
the magazine
tv and radio
advertisers
THE INFORMATIVE RROCHLRE
"HOW MUCH SHOULD A STATION INVEST
IN TRADE PAPER ADVERTISE
IS AVAILABLE TO YOU ON REQUEST.
Radio
Houston
is
lowest cost
per 1000
in HOUSTON
have never met a real live tv star),
\i-its to local schools and hospitals,
and often a parade through town.
• Custom commercials: Advertisers
buying syndicated shows are some-
times surprised when they learn that
the star of many a show is available,
at nominal costs, to make commercials.
Film veterans are fully in agreement
that advertisers should, wherever pos-
sible, take advantage of the opportu-
nity to order such custom commer-
cials although they're not available
M ith all shows.
For one thing, they're not as expen-
sive as they look. If a show is in pro-
duction when the advertiser buys it.
commercial lead-ins or lead-outs can
be sandwiched in with shooting sched-
ules, using sets already built and cos-
tumes alread\ rented. Often, the stars
v\ill work at rock-bottom scale, since
it's "found money" for them. Some-
times telefilm stars own a piece of
the package and — although the money
doesn't mean much in their tax brack-
ets— will do custom commercials pri-
marily to boost the show in advertis-
ing circles.
I his approach is similar to the per-
sonal-appearance technique (see above)
widely used today in film syndication.
I he two are closely related; personal
appearances by a star and "custom-
ized" commercials team up to give the
non-network advertiser strong ammu-
nition with which to tackle his re-
gional or network competitors.
Availability of stars for custom com-
mercials, and prices for the finished
commercials, vary. It's best to check
this with the film distributor from
whom you're buying or are thinking
of buying a show.
Other gimmicks: Many an outstand-
ing promotional stunt on a local or
regional basis is possible through clev-
er use of basic potentials in the film
show being used, or through cashing
in on local tv conditions.
For example:
In Cleveland, the Society for Sav-
ings sponsors Guild Films' Liberace,
probably the best-known syndicated
show in the business. Since the show
is a musical one, sponsor and distrib-
utor evolved a simple tie-in stunt that
has helped the Cleveland firm to in-
crease its deposits a whopping $20-
million in less than two years.
For opening an account of $25 or
more, or for adding S25 to an existing
account, Society for Savings depositors
were given free special recordings by
Liberace of "Dark Fyes" and Brahms'
"Lullaby ."
1 he promotion was backstopped
with a teaser newspaper campaign two
weeks prior to the show, 24-sheet bill-
board advertising before and during
the first month of the show, special
radio and tv commercials, window dis-
plays and carcards, special mailings to
depositors, lobby displays, inserts in
pass books, and other attention-getters.
The promotional pressure, during
the long-range campaign, has paid off
many limes in increased business for
the Society for Savings. Over 60.000
Liberace records have been distribut-
ed. Hundreds of new- accounts were
opened, with the average balance
standing at $875.
In California, the 40-store shoe re-
tailing chain of GallenKamp'S started
its sponsorship of Screen Gems' Jun-
gle Jim at the end of October with a
sizable promotion campaign aimed at
viewers and its own store employees
in the San Francisco area.
A special "Jungle Jim" television
bulletin was sent to all store execu-
tives by the Berbard B. Schnitzer ad
agency to tell them:
"We all know by now that tv sells
shoes, and with Jungle Jim as the at-
traction, it is bound to get a bigger
audience than ever, so we're all in for
another fine year of GallenKamp'S
television entertainment. We firmly
believe that this series will draw a tre-
mendous family audience."
Prior to the kickoff of the neyv se-
ries, commercial time on the last epi-
sode in the Hopalong film series then
being sponsored bv GallenKamp'S yvas
turned into a tv "trailer" for Jungle
Jim. Instead of the usual program
commercials, clips from the first three
episodes and details of the new show
were used. Meanwhile, life-size blow-
ups of Jungle Jim. with a poster show-
ing time and channel, were spotted in
stores in the San Francisco area.
In New York, Goodman's Noodles
sponsors CBS TV's syndicated Long
John Silver show on WABI). The pro-
motion-minded advertiser needed a
SEE PAGE 100
106
SPONSOR
good stunl i<> help laun< h it, and found
one in the basi< concept "I t hi • show
itself.
The telefilm series, produced in \u--
tralia while a feature film sequel t<»
Treasure Island was being made, is
based on the famous characters ol
Robert Louis Stevenson. \n«l Steven
-dh i> a basic part "I English liters
lure courses.
Result : I In' sponsoi had -i pi ofes
sional actor tour N<-« York ( ii\ area
schools ;i- "Patch," one <>f the color-
ful characters in the story. He lec-
tured on Stevenson's works, particu-
lar!) (lie Treasure I slum/ Btory, and
distributed souvenir gold coins and
other promotional gimmicks, thus help-
ing to luiild a l»ii: juvenile viewing au-
dience while winning 1 1 1 * - cooperation
d| edi* ators.
Sucli public service stunts are not
confined t<> the younger viewers, ei-
ther. Nut long ago, Gold Seal \\;i\
Bigned to s|)oii-iii the Guild Films-dis-
tributed Confidential File on \c\v
^ oik s WPIX. I he program i- a hard-
hitting show, telling in unvarnished
(runs the facts about such problems
.i- alcoholism, narcotics, sex molesters,
and abortion.
Since the recent premiere, the spon-
sor has been snowed under with letter-
of commendation, and with requests
for use of prints of the show. Most of
these requests are being met. includ-
ing those from the Board of Educa-
tion, the New ^ ork State Congress <>f
Parents and Teachers, the New ^ ink
Police Vadeim (which want- to show
prints to police officers and rookies in
training), from the National Associa-
tion for Mental Health, the Better Bus-
iness Bureau, and the Salvation \rm\.
The publicity value of servicing
these requests, and in seeking other
public ser\i(c tie-in- lor the -Imw. is
sizable— but the costs are relativelj
low .
Dr. Hudson's Secret Journal, an
MCA l'\ vehicle, i- promoted in a
book-band flyer around copies of
Lloyd Douglas's Grosset & Dunlap
edition. The handed honk- are -old to
sponsors at cost lor use in resale or
give-awa) promotion-. One of the Dr.
Hudson sponsors, Northwestern Bank
ot Duluth, gives each new depositor a
cop\ of the hook.
In addition to the Grosset & Dun-
lap affiliation, MCA T\ recent!) ran
a contest to select a teenage bo) to
play the role of "Tim" in this series.
we deliver
TERRIFIC
softener
tO SdU'S
resistance!
1000 Homes
IN CHATTANOOGA
105,200 Watts
*»*
154,413 SETS
(Primary A & B)
RETMA
Aug. 26, '55
260 TIME RATE
20 Second or 1 Minute
Average Class A Rating
TELEPULSE Dec. '54
NBC • CBS ■ ABC
CARTER M PARHAM, President 'HAROLD (Hap) ANDERSON, Manager
Represented by THE BRANHAM COMPANY
ACCOUNT EXECUTIVE to Sell
OUTDOOR ADVERTISING
to Qualify
• Creative Salesman With Business Background —
Merchandising Experience
• Know Top Business Executives of Firms Using Outdoor
Advertising. New York Agency Acquaintance Will Help
• Essential Requirements — Reputation and Character Reference
Owned and Operated by Kansas Citians. A Position With
This Nationally Known Firm Will Allow Top Starting Salary
Plus Opportunity for Long Term Cain.
• Ipplicants tbsolutel) Protected
Mail Full Information to
STALCUP, INC.
3126 Main St.. K. C. Mo
Do \or CONTACT l>IHt < 1
12 DECEMBER 1955
107
5,000 contestants responded,
sending audition tape recordings, pho-
,i|ili~ and biographies. I he w in-
ner. Joe Walker of Houston, w as se-
lected bj a panel ol judges including
Raj Milland, Jane \\ 5 man and the au-
thor's daughter, Bett) Douglas Wilson.
There are some important new
trends developing in syndicated film
promotion.
Last summer, for example, Ziv Tele-
vision Programs made a series of in-
dependent research checkups among
employees of several large manufac-
turing concerns with heavy tv expen-
ditures. Interviewers sought to find
out what percentage of the average
large company's employees could suc-
cessful!) name the following three
things: (1) the show being sponsored,
(2) the time slot, (3) the outlet or
channel being used.
The checkup showed that between
50 and 70% of employees couldn't
give the complete set of information.
The result is the special ''Employee
Enthusiasm Kit" that's now a standard
item in Ziv promotional backstopping
offered to show clients. In this kit,
Zi\ maps out a four-point program de-
signed to aid advertisers in boosting
interest and recognition among the
sponsor's own employee- — executives,
salesmen, factory workers, officer per-
sonnel, and so on — through the use of
gimmicks ranging from special public
address system announcements to em-
ployee contests.
Response to this plan by adyertisers
has been enthusiastic. Currently, spon-
sors of Ziv's Highway Patrol such as
Ballantine, Pfeiffer Breweries, Lion
Oil, Kroger, Carnation, Safeway Stores
and others are beginning their promo-
tional efforts within their own corn-
pan) structures, then branching out to
aim at the general public.
Also indicative of the rising interest
of telefilm sponsors in finding new
merchandising opportunities is the
case of Drewry's Limited, U.S.A., Inc.,
a brewer who recently signed for the
rerun of Private Secretary, now dis-
tributed by TPA under the title of
Susie.
The problem here was a special one:
Ann Sothern, star of the show, is still
under contract to American Tobacco
Co., which still is airing the network-
level run of the show. How could
In a recent CHCH-TV contest to determine total population in the primary coverage area
(A & B Contours), the winner was Mr. R. L. Johnston, manager and advertising director of
Acousticon Dictograph, Toronto. He is shown receiving his 51,000.00 cheque from station
Commercial Manager, J. R. Peters.
'SOURCE—
ELLIOTT-HAYNES
LIMITED)
2,151,778
PEOPLE WITHIN OUR PRIMARY COVERAGE AREA
REPRESENTING
437,404 TV HOMES
CHCH-TV,
HAMILTON I
REPS
CANADA— ALL CANADA TELEVISION
U.S.A.— ADAM J. YOUNG INCORPORATED
Drewrj s build its own sponsor identi-
fication in the face of national promo-
tion and publicity by American To-
bacco and CBS TV?
TPA, the distributor, and Stone and
Associates, the firm's merchandising
consultants, found a way out by creat-
ing a pert animated figure, Susie, that
acts as a "new" characterization to
link with the show. Present Drewry's
plans call for creating strong identifi-
cation with the Susie theme.
She will be used in the firm's future
advertising, in special opening and
closing commercials, in the form of
self-liquidating leather and plastic-
pocket secretaries, imprinted Susie key
chains, magic kitchen pads, and even
a plastic "Lazy Susie" that holds a
can of beer.
Most of the examples of successful
promotion mentioned have been drama-
type series. However, any form of tv
film show can be promoted successfully
by heads-up audience-building tech-
niques. NTA's roller derby show, for
example, Mad Whirl, doesn't have
drama characters to build around for
its tie-ins. But there's plenty of op-
portunity for premiums, such as roller
skates. Other tie-ins are roller derby
team buttons, etc.
Y\ hat of the future of film syndica-
tion and program promotion? Syndi-
cation has certainly earned for itself a
sizable portion of television advertis-
ing, ranging from first-run "national"
campaigns like Carter Products (40
key markets coast-to-coast with Mr.
D.A.) down to advertisers who spon-
sor a third-run show in just one
market.
But the booming growth of syndi-
cation among spot tv clients is not al-
ways being matched by a growth of
understanding of the values that lie in
backstopping films with hard-hitting
promotion campaigns, distributors feel.
ABC TV's Lee Francis, promotion di-
rector of that network's lui>\ syndica-
tion offshoot, told SPONSOR she some-
times found that "only about 2r>r'( of
the advertisers using a syndicated se-
ries really take advantage of the pro-
motion kits and other materials made
a\ affable to them."
Does this mean that the use of pro-
motion campaigns In advertisers using
syndicated shows will not gain in the
future? Not at all. distributors feel.
Said Walter Scanlon of CBS TV
108
SPONSOR
Film Sales: "I he da) <<\ merchandis-
ing ami promoting a syndicated iilm
show is here t" sta) . Vgen< ies,
sponsors and distributors have,
through promotions, proved to deal-
en and jobbers thai a good merchan-
dising job i- going to mean additicui.il
sales for them. Nobody, at least not
with 1956 at hand, wants t" overlook
.1 - ile. Merchandising is a technique
thai will increase in significance and
effectiveness in tin- years ahead." ***
40 E. 49TH ST.
(Continued from page 17 i
STUDENT AIDS
I me of the toughesl problems in
t tii i 1 1 i 1 1 Li students for professional tele-
vision and radio broadcasting is the
BVailabilit) of current information in-
formation about a Fast-changing in-
dustry .
sponsor Magazine i- one of the best
sources of BUch information. It is a
primary Bource of current statistics
thai help define the fast-changing di-
mensions oi the broadcasting industry.
Specifically, what reprints or other
SPONSOR-assembled information are
available for classroom use? The la~t
reprint thai I am aware of was your
*" I 'ele\ ision Basics," the reprint of your
Fall Facts issue, Julj 1().~>.'>. Are re-
prints of (in rent articles of thi- nature
available? If so, how do we obtain
copies for our -Indents? How mighl
we receive such reprints for use in our
classes on a regular and continuing
basis? What about class-quantit) sub-
scription rates for sponsor?
• Reprint! <>f man; correal and popular SPON-
SOR article* are available. Ordan •b.eold ba ad-
iuaiaad la -poii-nr Serviee* ami the ehancea are
»»»■ ran help the n-.nl.-r nlit.iin ulial In- *.ml-.
L9S5 I* Baalca .ir»- aTallabla at 30c each.
FARM SECTION
The October 31 issue of SPONSOR
i- one of the hest I have ever read.
The fourth annual Farm Section is
terrific: you did a good job on it.
You have rendered an invaluable pub-
lic sen ice by publishing this pertinent
information about farm radio and t\ .
and I. for one. want to thank you for it.
Pun. \i.\mim
Farm anil Garden Director
WRC t. II RC /-/l/. // RC l-li
PAL 4
^ToOOWATTif
"1 ndisputed domination "I
the negro market !
That's w -PA I. in Coasl a I
Carolina. . . .
If yon want to reach ilii- tre-
mendous buying audience,
contact our reps and gel the
story completely."
w-PAL
of Charleston
South Carolina
Forjoe & Company
Dora Clayton,
Southeast
** \adc\e
0
V-1
o^*
0hvo* Bcuct e
*■* vice *°>*
to
setvv'""' \ „« vV\e
b^dcaS\e scene oi *
to in -«i a°d
b°lS l° , tV»e ^ pV
do*'°
v#her»
o«r
P*1
use
o^1
tot
out €
Vet
uc>v
AV'O0
i s 0r>
T>v
spec
Bosses
Yung.
<**°*e let*
|ohn E. Pearson Co . National Representatives
12 DECEMBER 1955
109
SATELLITE LAUNCHED
*; ' '
in Nebraska
':■:.:■■.:■■.<■• ::■■■■:*■■;
>«*:.;•••
KHOL-TV's New Satellite Station, Built by
Viewers' Funds, Gives You Bonus Coverage at
No Extra Cost in Nebraska's 2nd Big Market
KHOL-TV and Satellite
Station cover rich Central
Nebraska — the State's 2nd
Big Market.
KHOL-TV picks up where
Omaha leaves off — you
buy no duplicate coverage.
One buv on KHOL-TV
gives vou bonus Satellite
coverage at no extra cost.
Investigate Nebraska's 2nd
Big Market toda> con-
tact KHOL-TV or your
Meeker representative.
KHOL-TV
Owned and Operated by
BI-STATES CO.
CBS ABC
CHANNEL 13, KEARNEY, NEBRASKA
Channel 6 Satellite Station,
Hayes Center, Nebr.
Represented nationally by Meeker TV, Inc.
EL PASO
among top 30
in Rate
of growth*
'■:~: ■'—' —- * :
5th City in Size in America's
Biggest State . . . and growing
faster and sounder all the time.
• 16th in Effective Buying Income
Growth in U.S.A.
• 22nd in Total Retail Sales
Growth in U.S.A.
• 19th in Food Sales Growth in
U.S.A.
ONLY KROD-TV effectively covers
all of El Paso's market.
Managi mi nH Survey of Buying Powei
\ i in i . . -. -,
KROD-TV
CHANNEL 4
EL PASO texas
CBS - ABC
AFFILIATED with KROD-600 kc (5000w
Owned & Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
FIRST CHOKE
IN A
FIRST RATI
MARKET
BEST Facilities
I
BEST Circulation
I
BEST Local Programs
I
BEST Production Service
I |
BEST Customer Service
NBC Affi
irvice
ate J
Get the tacts about WSYR from
The HENRY I. CHRISTAL CO.
WSYR
P3 KMSES BMEiU
MARKETING: NEW TOOL
{Continued from page 33)
that to get choice promotional display
in shelf space in a supermarket it is
imperative his product get the presell
treatment from television.
Because of his hig financial stake in
advertising today, particular].) in and
because of tv, the advertiser wants
more counsel on the strategy and
tactics of using that money. As Henr\
Schaehte, Lever Bros. v. p., expressed
it to sponsor: '"When \ou put your
t\ dollars on the line (and because the
medium requires so many of them)
you have to be surer than ever that
you're right when \ou adopt an adver-
tising campaign. That in itself is a
good reason for any agenc\ to he right
in on the ground floor of the planning
of a product's marketing strateg\ .
And here's another angle that brings
television graphically into the market-
ing picture as far as the advertiser is
concerned : the ability of television to
shorten the selling process I from man-
ufacturer to consumer I and therebv
eliminate several costly intermediate
steps. Sidney Dean Jr.. McCann-Erick-
son v.p. on marketing, described it this
way :
"When the advertiser became
equipped with a medium that could
impel people to prompt and direct
action, the agency at that point was
< hallenged to figure out whether the
advertiser could or should substitute
television for other selling functions,
such as high-cost point-of-sale promo-
tion, high-cost missionary selling, high-
cost wholesale margins and discounts,
etc."
4. Small agency's problem:
The accent on marketing services has
created a widening sense of uneasiness
among the smaller agencies. The basic
reason is economic. The type of
marketing man who can meet client
management on an equal level of ex-
perience and authority comes quite ex-
pensive and a set of such marketing
personnel would throw a small agency's
payroll way out of whack. The other
reason revolves around the fear that
big agencies with extensively staffed
marketing divisions may use this as
an added approach in going after the
medium-size account. This anticipation
is somewhat bolstered by something
SPONSOR noted in talking to adver-
tisers: Those who haven't well-rounded
marketing staffs of their own are look-
110
SPONSOR
FLORIDA PAYCROUND
On Jacksonville's only VHF station
you reach an area containing
322,736 tv sets, at a cost-per-
thousand-family- impressions as
low as 33c.
WMBR-TV
Jacksonville
Basic CBS
Channel 4
CBS Television Spot Sales
ing to tlirii agem ies l"i bi oadei
narketing set \ >• ea Here'i i ■ ommenl
from .in agent j president w hose fii m
is in the appi oximatel) I i-million
il. in \ :
"I was present it i lA's meeting
when Kenneth Laird said thai the 'ad-
vertising' agenc) was on the waj out
.iml the 'merchandising agent j was
on the waj up. I admit il sounded
verj formidable, but I think thai the
smallei agenc) %.% i J I be loath to step
nut and rendei these added services
until a definite formula for compensa
lion for mii li sei \ ii es has been de-
veloped. In the meantime we, the
smallei agencies, will have t < « stand
pal with tin- waj we're now organized
and take the chance "I raids from the
bigger agencies.'
5< Battle for control: There's .1
prospect for a big intramural power-
plaj in the emergence o'l the marketing
man as a figure <>l consequence in the
agency. Some marketing directors
have alread) disclosed their thinking
mi who should control media.
Practical!} all the agencj marketing
directors taiked to said that eventuall)
the decision-making on media strategy,
planning and selection will fall within
their authority. These marketers con
tend that the choice of media and how
it should be used is logicall) and
strategical!) the responsibility of the
agencj marketing director. How else,
he ask-, can the agenc) be sure that
the recommended advertising plan will
mesh effectivelj with the client's
marketing plans and goals? Here's a
quote from the marketing division head
of one of the top four agencies:
"The marketing people who repre-
senl the client's marketing plan within
the agencj must be thoroughly index
trinated on how the agenc) can best
serve the client's marketing needs. If
he has faith in his convictions, he
should go so far as to lol>l>\ in favor
of Or against some media or medium
and assert the right to coordinate the
advertising plan within the client's
marketing plan. The marketing plan
should be built before the advertising
campaign is determined, instead ol
building the marketing plan around
the advertising plan. Your marketing
man insures efficient coordination 1>\
playing an active role when li comes
to media decison-making."
Implied in these comments from
marketing directors is a curious point
of view and altitude. I he\ -rem to
WANTED
PAUL SIMPKINS, alias "MISSIS-
SIPPI SIMPKINS", whereabouts
reliably reported as Montgomery,
Ala., attempting to hide out on
50,000 watt WBAM, 740 KC,
newscasting at 7 a.m., 10 a.m. &
12 noon, disc jockeying during
midmorning on weekdays. WARN-
ING: this man is armed with ex-
plosive sales impact. REWARD in
terms of tremendou". sales for
advertisers having knowledge of &
using this regionally famous
personality. For further information,
contact SPECIAL INVESTIGATORS
at Radio-TV Reps, Inc., New York,
Chicago, Hollywood, or call
DETECTIVE Ira Leslie, collect
6-2924, Birmingham, Ala.
12 DECEMBER 1955
111
KVWO
Radio
Wm. T. Kemp
Box 926 2-6433
Cheyenne Wonderful
Wyoming
Hooper and Other Surveys
Prove
KVWO
Wonderful Wyoming's Most
Listened-To Station
rw//f
says
no matter how we dress
it up — the thought
is still the same —
from all the gang at
WMRY
600 KC-THE SEPIA STATION
NEW ORLEANS, LA.
GILL-PERNA, INC. - Nat'l Rep.
Mort Silverman, Gen'l Mgr.
be under the impression that the gen-
eral run of advertising man and media
specialist permits himself to be taken
in by the glamor of a particular
medium, and that this alleged tendencj
should be curtailed. They vigorously
deny that this view stems from the bias
of self-interest and that, because thev
are so steeped in the problem of
getting the product on the supermarket
shelf and surrounding it with the
proper in-store promotion, they tend to
overlook the complex job of preselling
that product.
Said the ad manager of one of the
big soap and drug companies on this
theme :
"There's a decided shortage of
people who have been through the
different aspects of marketing and can
be considered professionals. However,
such people, by being put in a strategic
decision-making position, could be a
serious threat to advertising. If you
put into such positions men who
haven't a specific knowledge of how to
put together a media campaign, who
don't know how to mix media and, im-
portantly, don't understand television,
vou'll probably get bad advertising.
It would be better if the marketing
men were picked and developed from
sales research, creative advertising, or
even the statistical part of advertising;
they're better prepared as a whole for
determining the value and place of an
advertising campaign."
6. iVeie liaison procedures: The
trend to broader marketing services
within the agency is creating a new
relation and protocol in client-agency
contact. Because of the multiplicity of
services he performs and the fact that
he talks top business management's
language, the marketing director has
moved into the upper strata of client
relationship, whereas the general run
of account supervisor is confined in his
contact to the company's ad manager.
This new juxtaposition is already
posing some ticklish problems of inter-
personnel procedure within the agency.
Nevertheless, the trend, it appears, is
toward a more intimate working rela-
tionship between top business manage-
ment and its agency.
Contributing to the increasing
stature of marketing services and the
agency's professional marketing man
within the framework of client-agency
relationship is this: the change taking
place among big business management
in the area of coordinated responsi-
bility. The management setup in many
manufacturing firms has been recon-
stituted so that the vice president in
charge of sales coordinates the activi-
ties of the sales manager, the adver-
tising manager and the marketing
director. The other device, one just
adopted by Kraft Foods, is to set up a
"marketing unit" under a marketing
director, who coordinates the activities
of the sales manager, the advertising
manager and the merchandising man-
ager. All marketing facts and opera-
tions fall within the domain of these
coordinating heads. Their biggest
function is to forecast sales and de-
termine marketing policies, strategies,
tactics, and techniques.
7. Billings acceleration: Tilt-
ing ad agencies are in a particularly
strategic position to boost their billings
enormously through still further expan-
sion of services. They've got the
organizational setup and qualified
personnel for it. The trend among
business today is for services that can
supply total communications needs —
for services that will integrate the uses
of all media for reaching the people
the company wants to influence, in-
cluding sales promotion, public rela-
tions, direct mail, the preparation of
speeches, etc. In other words, a central
service that will pull the whole "com-
munications" plan together. The pros-
pects are that this trend will put more
and more agencies in the category of
big business. Several agencies are
already heading toward the $200-mil-
lion mark.
8. Payment: The question of who
pays for what marketing services is a
perplexing one to the agencies. So far
as could be learned by sponsor, no
agency has come up with a formula
for charging. Meanwhile some, top-
bracket agencies are rendering their
marketing services without extra com-
pensation and others are charging for
it. It is estimated that the cost of
maintaining a substantially staffed
marketing division for an agency over
the SlOO-million class can run between
a million and a million-and-a-half dol-
IN GEORGIA
you can
have your cake
. . . and eat it, too
112
SPONSOR
i. ii- .1 year. Ii is estimated 1 1 • ^ » t
McCann-Erickson'a marketing division
in terms <>f pa) roll and expenses comes
to around $1.5-million.
Several important advertisers ex-
pressed themselves to sponsor as quite
willing to pa) extra Fees i" theii
n< ies fnr marketing assignments, it
thej make special requests foi services
thai entail added expense to the
nc) .
Our solution offered for putting the
n< y's marketing sen ices on a pa)
as-you-go basis i- this: separate the
marketing or merchandising functions
from the general agenc) and set up a
separate unil much as the big agencies
have clone with their publicity depart-
ments. However, the idea isn't expected
to make much headway. The chances
are it wouldn't be acceptable to ad*
vertisers, since marketing or merchan-
dising is t"D much of an integral part
of the over-all advertising campaign
lo make such dual operations workable
or convenient * * *■
i //<>/< the marketing junction is car-
ried on in various agencies will be
sketched in <t subsequent article in this
scries. I'lus pertinent comments ob-
tained from agency marketing depart-
ment administrators, i
RADIO GIVEAWAYS
[Continued from page 39)
selling main carloads of coffee a week
because of radio and a hot offer.
Now what about cop) ?
I'd like to show you a piece of bail
copy. This was sent out to us for
broadcast by a large Ea-tern advertis-
ing agency. It was released for one
week over 583 radio stations. Now
this is really a pip.
'"Ladies. Realetnon. Realprune and
Realiine are three ways to get the most
out of refreshment. Take wonderful
Realprune Brand Prune Juice, the de-
lightfully different prune juice. Real-
prune, you know, is the onlv prune
juice in the world that's zipped up
with a touch of Realemon Lemon
Juice.
"Then for a delicious tangy lime-
ade there's Realime Reconstituted
Lime Juice — real lime juice in bottles
instantly ready to pour. If you prefer.
you can make limeade with Realime
Frozen Limeade in the handy six-
ounce can.
"I .i-t Inii not least, lb' n R< dem-
on Brand Lemon Jui< e, real lemon
jui< e in bottles. ^ on know youi best
bin i- Realemon. So buj Realemon,
Rl \M \K >\ lb onstituted Len
Juice. Real Pi inn- ami Real Lime and
Realime Frozen Limeade.
Ml ou'll like them all. ^ oui mone)
cheei lull\ refunded il you don't
agree.'1
Now that classic must have reall)
been written b) a vice president in
( barge of confusion. I he) have prob-
abl) quit radio. The) -aid it didn t
pay. The) must have taken Hill Field's
ads ice. i on remember \\ . C. Fields.
I le -aid : "II at first \ ou don t su< < eed,
quit. There's no need to make a damn
fool of \ ourself."
Now here i- a piece of good cop) ■
It isn'l from radio but it- g I copy.
It- a bighwa) Bign. You know those
hi» billboards that say "Welcome to
Modesto" or "Welcome to Watson-
ville" — or something like that?
Well, most of them are deadly dull
and godawful. But here's one I saw at
the Outskirts ol Stanton. Te\.:
\ COMMl NUN OF 2,400 HAP-
\'\ PI 0P1 l and .i I 1 w "I D
SOR1 Ml \li- wel omes you to
Stanton !
Il you want to get somethii
omething, even it it's onlj a smile
that will make p.-opic remembi i
W bat d<> we mean b) the i ight
e? I w ill give you two examples.
I will start b) asking a question. How
h mild \ mi Iik>- to lose 8091 "I youi
1 ustomers in -i\ ■• ai - '
I 01 the past 25 ) ears m) < ompan)
has been closel) identified with the
ol W bite King soap. In
I'roi tei ^\ ' ramble, < olgate and Level
I '1 os., W bite Kmj has some lust) ,
free-wheeling, free-spending competi-
tors. I he) are reported to use 1 adio,
too. \ml telex ision.
Six bi ief years igo, 100 homes out
df Km used Boap for washing clothes
ami dishes. In came the detergents.
Tide, Surf, Vel, (beer ami dozens of
other brand-. I he) took |H' , ol the
soap market then 20 30 50 70
80%.
Now there are le - than 20$ of the
home- from Denvei west that use soap
for washing clothes or dishes.
Resolved in '56
nail down more sales for advertisers
with these powerful tools.
Channel 9
325,000 Watts
National Rep.
Adam J. Young, Jr., Inc.
CKLW
Y^P
800 kc. Radio
50,000 Watts
J. E. Comp«ou, Pr«s
Guardian Bldg . Detroit
12 DECEMBER 1955
113
I 7,000 square miles is a lot of territory
750,000 people is a lot ot TV audience (B Ring)
100,000 watts is a lot of TV power (maximum)
(Tower 833' above overage terrain)
they get together
KCEN -TV
Channel 6 VHF
to reach the
BILLION DOLLAR BUYING POWER
of the
WACO -TEMPLE
Central Texas Market
FOR RESULTS
K-CENtralize your SALES STORY
on
KCEN - TV
Temple, Texas
MAXIMUM POWER * NBC INTERCONNECTED
General Offices:
P. O. BOX 188
Temple, Texas
Studios and Transmitter at Eddy, Texas
(between Waco and Temple)
Sales Office:
Professional Building
Waco, Texas
Representatives:
National: Texas:
GEORGE P. H0LLINGBERY CLYDE MELVILLE COMPANY
COMPANY Melba Building, Dallas
who's first ?
IN CANADA'S
THIRD MARKET
ITS
RADIO VANCOUVER
reps: Weed & Company
All-Canada Radio Facilities
I'ut it another way. There are 7.-
000,000 homes in White King land.
Some 5,600,000 of these homes have
tipped over from soaps to detergents.
Surely then, to keep a l>ig factors
going with <'!(>', ol its consumers ir-
i<\oeably lost is a severe test for ad-
\ertising. Now mark \ou. White King
made soap and soap alone.
Recently. White King has started to
market a detergent. But for six long
years the battle lines had to ho held
on soap — and b"0' '< of the housewives
didn't want any part of it, am place,
an) time, anyhow. Obviouslj with
!'.()', of potential users blown out of
the window, we had to sell four times
as much product to the 20' ', of the
possible customer homes that were left.
We just bought more radio. White
King has always been a radio success,
since the days of the first soap opera,
(lunula the Magician, many vears ago.
True, there are two other basic
planks in the advertising strategy. Use
of full color pages in the American
Weekly. And giant painted bulletin-,
wherever highways curve throughout
the west.
But for the quick stimulus — for the
very existence of the company itself —
the heavy load of the vanishing cus-
tomers was laid on radio's broad back.
For 16 years, without interruption.
White King has been broadcasting
Frank Hemingway and the news six
days each week on the full facilities
of the Don Lee Mutual network. That
great regional network of 80 stations
and that fine newscaster and great
salesman has been the cornerstone of
White King advertising success.
Part of the strategy was that of the
offer and the contest. And nothing,
but nothing but radio delivers box
tops so fast — from such an area — in
such dramatic quantities.
Let me tell you that in the last few
years, radio has produced the return
of more than 4.500.000 box tops for
White King. Why there are only 7,-
000.000 families in our area!
This means that 4.500.000 times
that we know of — people did what
W Lite King asked them to do on its
broadcasts. 1 hey went out and bought
a package of White King. They
proved it 1>\ sending in a box top.
1 know what some of \ ou are think-
ing. Win use up expensive radio com-
mercials for begonias as a box top
offer — or a Laundromat contest when
we should be talking about soap.
Let me point out that a radio com-
mercial with an offer or a contest gets
twice the listener attention that a
straight soap-sell commercial produces.
So if only half the copy talks about
soap, the attention is doubled and the
box tops are pure, cost-free bonus.
Not everyone who sends in a box top
remains a customer. We know that.
But a lot of them do. Of that we are
certain.
Suppose we cut out one box top
offer from a series of Frank Heming-
way newscasts that would send 250.000
people to the stores for White King.
\ quarter of a million! That's a loss
of more than 20.000 cases of soap!
You see a White King cuctomer pick
up a package of Tide. Well, it's only
a package of soap. That isn't impor-
tant. But it isn't just a package of
soap. If she stays with Tide, that's
two cases she will use in a year. That's
two cases \ou will lose in a year.
A customer is two cases of soap a
year. Never forget that. And if vou
are a radio salesman — don't sell time.
Sell cases!
Lose 5.000 customers. Your sales
will not just be down 5.000 packages,
but 10.000 cases. f speak in round fig-
ures. Give a little. Take a little.
Here's a second example of what I
mean by the right angle in radio ad-
vertising. Now I am going to discuss
coffee. Coffee is far and away the
biggest single volume item in a gro-
< ci \ stoic. More than S40 out of every
thousand spent in a grocery store goes
for coffee. Soap is the next largest
item. About SI 2 out of every thou-
sand or something like that.
Grocers tell me that they can't make
mone\ on coffee or on soap. I point
out that coffee and soap are items to
make monej with, not on. But they
must be wanted coffee — and wanted
soap.
Find the bait that the most fish want
and you'll catch the most fish. Find
the coffee or the soap that the most
PULSE Proves
Wilkes-Barre
Penna.
the front-running radio station
reaching more than a Quarter Mil-
lion radio homes.
Call Avery-Knodel, Inc.
114
SPONSOR
women want and you'll bring the moat
through .1 market. Yes, through a
market and to a market.
Let's l>'ok .'i what 1 1 »* - Bupermarkel
operatoi is up against. I le Btarts with
H-ni. I hat's about $1.65 .1 square
foot, whethei he does an) business 01
not. The cheapest help he employs,
the bo) who stacks the shelves, « osts
him $1.90 .in hour. I his supermarket
has '_:"i i" have volume and '-:"i i<>
have profit i<> stand that kiml nl < osts.
The supermarket must have Fasl
turnover items to lead w ith so that he
..in sell high percentage markup items
such as floor wa\ and Kleenex t" live
dm. I've seen a supermarket sell W hite
King at (>' ic below cost. \nd bring
more than 10,000 people into the back
end <>l the store <>n a single Saturday !
\iid that's where the soap section
and the coffee section should l>« — in
the rear of ili<- store so the custom-
ers have I" pass 1>\ all the deviled ham
and stuff thej don't want to n<-\ to the
soap and coffee the) do want.
Impulse buying vsill load baskets on
the w.iv. Do vmi know an) oilier kind
of magic that will deliver women into
a store foi ()' |< apiece?
Coffee i- a great customer leader.
But I" I"- a leading leader, it must he
a leading coffee. Well, how does a cof-
duct.
•-.IT.
hat s a
fee become a leading c
$64,000 question.
B) talking about flavor strength
aroma econom) last drops or >hak-
ing cans? Now you know and I know
that ever) kind ol coffee has a last
drop. Even Folgers. \nd the house-
wife can shake an) kind of coffee she
damn pleases until her arms fall off.
The grocer won't care unless she
knocks tin- stack down. \ml as for
tired old adjectives, flavor, strength,
aroma and economy, the light of their
power is flickering, if not entirel) out!
Folger's Coffee is Number One coffee
in sales in the area where it is sold.
It has passed Chase and Sanborn. Max-
well House, S & \\. M..I.P... Hills Broth-
er- and all the rest. It i- the most
wanted coffee.
The formula for tin- success i- not
difficult to discern. Ill give you the
one-two-three of it. (1) \ superb
Nothing evei :"t i" I"- first
|i\ being worst. ' - ' Fine management
.iinl great, aggressive sellii I "
ceasing, relentless radio advertU
that nevei stops!
I he bai kg] "uidI "I I olgei - Coffee
advertising 1- radio. I rank Hen
u.i\ on Don Lee Mutual -i\ 1
week. I hat ho inula hasn 1 1 hang< ■ ! "i
faltered l)'i 16 years. < Ince you start
radio j ou must nc\ ei nevei stop. I 0
sta) >>n top you must staj with the
for '• thai put \ mi there.
The business of Folger's advertising
i- the business «>l ai ithmetic. I he a\ -
erage famil) uses 63 pounds ■)! 1 offee
.1 \ ear. So, to sell a million pounds "I
) offee, j ou just need 16,000 families
that use j our coffee all the 1 ime. 1 1 -
as simple as that. But don't forget
some ■ ustomei - will die. Some w ill
move awa) and some will even take
up Sanka.
To build million-pound territories
foi Folgei salesmen, we bu) millions
ol dollar- worth ol radio time and
hope and pra\ lor million dollar ideas
to use with it. Because nobod) ever
heard a watt. Nobod) ever heard a
radio station.
One offer which ran recentl) on Fol-
gei - Coffee radio pulled in a few
week- more than 600,000 unwinding
bands! I hat- 30 cars of coffee car-
rying 20,000 pounds of coffee each.
Brother, that's pressure grocers can
feel. \nil brother, that's results from
radio. * * *
TOP 20 AGENCIES
1 Continued from page 37 1
million: radio-h -hare of over-all hill-
in--. 60' < .
The onl) outside-of-New 1 > >rk agen-
c) to sta) consistentl) among the top
10 air media hillings iziants. I.eo Burn-
ett gained close to $10 million in t\
billings alone over the past year, over
116 million in total agenc) billings.
7. Ted Hates: radio-h billings,
$42 million: t\. $35 million: radio. >T
million: radio-tv -hare of over-all bill-
ings, to' ; .
This agency's increases derive most-
ly from expanded budgets for existing
agenc) accounts. The next year, how-
ever, ma) see an increase in air media
billings due to the recent purchase b)
\ icero) of one-third of The Colgate
Hour time relinquished l>v Colgate on
NBC TV, and a lu-av v spot lmv for
Continental Baking; the Annie Oaklej
BMI
MILESTONES
BMI'i -••"- "" i-'"-'''/"
rontinultle*, enlitled VUU
-. -.- I.....--- '».. ipot
URhl • •>> Important cv< nti
and problem! which bav«
ihaped do \i>" '" ■"' -"'"•
J.„, uary'i '.I..- l).o...-
foar complete balMioui
iBOwi r....l< l<T Immedi-
ate ,,., -in,,.. 1I1. well writ-
ten icripli l<>r ;• varietj <•'
uses.
■■\lih slow s" for
January i
1999 WORLD OF TOMORROW
Predictions By Th
|inu«r> B 1956
THE WITTY SAGE FROM
PHILADELPHIA
i Benjamin Franklin— 250th
Anniversary)
Born January 17, 1706
•THE GENERAL AND THE LOST
CAUSE
) Robert E
Born |anuary 19. 1807
•200TH ANNIVERSARY SALUTE
TO MOZART
iWolfijanq Amadeus Moiarti
Born January 27. 1756
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
albuquerque
denver
salt lake city . . .
buy
all 3
SKYLINE
GROUP
DISCOUNTS
kectyKDYMTVT
oenverKIIAM-TV
out-oucKOBAM-TV
SKYLINE GROUP. RADIO-TV
Covering the Uranium
Triangle — Colorado, Utah, N«w Mexico
J I. MEYERSON. 3432 RCA HOG N Y
THC KATZ AGENCY • BRANMAM CO
12 DECEMBER 1955
115
W90*»i)
AKC
land
j^KMB|C-TV
Kansas City's
Most Powerful
TV Station
"BIG TIME DAYTIME" procramming with any
Commercial handling von want . . . live cameras
always available.
"BK; TIME DAYTIME" precedes the sensational
new ABC-TV evening schedules. Contact Free
& Peters or:
Don Davis, First Vice President
John Schilling, Vice Pres. & Gen. Mgr.
George Higgins, Vice Pres. & Sales Mgr.
Mori Greiner, Director of Television
half-hour film show, Btarting January
1950 (syndicate! is CBS TV Film
Sales) .
6. K&E : radio-tv hillings, $34 mil-
lion: tv, $29 million; radio, $5 mil-
lion; radio-tv share of over-all, 57%.
The hulk of k&E's tv increase is due
to the 24 spectaculars sponsored hy
existing K\K clients, i K&E lost the
$2.5 million Schick account to Warwick
& Legler late in the year.)
9. D-F-S: radio-tv hillings, $32
million: tv, $19 million; radio. SI 3
million; radio-tv share of over-all,
60%.
Most significant change here is the
fact that tv. for the first time in D-F-S
history, has outstripped radio hillings.
There's been no significant account
turnover within the agency.
70. Wm. Esty: radio-tv hillings,
$41 million; tv, $28 million; radio.
$3 million: radio-tv share of over-all
hillings. 60%.
This has been an active tv year for
Esty. The Ballantine account, close to
$7 million, billed through the agency
starting last summer, and the existing
agency clients expanded considerably.
Esty's network tv shows this year in-
clude five shows for R. J. Reynolds;
four for Colgate; Mickey Mouse Club
for General Mills and High nay Patrol
for Ballantine.
There's been considerable activity
in a number of agencies which will
affect 1956 billings: Bryan Houston,
which slipped down to $7 million in
tv. S2.8 million in radio, added three
new accounts late in 1955: Gunther
Brewing. J. P. Stevens and the food
division of Hueblein. The agency ex-
pects air media billings to exceed $12
million next year.
Norman. Craig & Kummel. with $7.5
million in the air media in 1955, is
adding another $1.8 million through
the Big Surprise billings for Speidel
in Januarv, may find 1956 a decisive
year, depending upon continued suc-
cess of Revlon's $64,000 Question.
Weiss & Geller's loss of Toni. not
yet reflected in the agency's $10 mil-
lion air media billings in 1955. will
show up in 1956 hillings. During
this year, however, the Chicago agency
added two new clients. Hollingshead
Corp.. and Purex Corp., sponsor of
Big Surprise on alternate weeks.
Tatham-Laird. Chicago, upped its
air media hillings from $9.5 million
in 1954 to $12.3 million in 1955,
mainly through nearly $3 million in
added tv billings.
Needham, Louis & Brorby, Chicago,
remained close to its 1954 air media
hillings total with $12 million for 1955.
Monsanto's All is its newest network
t\ i lie.nt. * * *
SPONSOR ASKS
( Continued from page 71)
mon courtesy is a small, inexpen-
sive investment that can bring
big returns.
3. It's just good, plain public rela-
tions.
And for those who regard the task
of answering listener mail as nothing
but a big headache, here is a medium-
size truism: There is something much
worse than a listener who writes in;
it's one who doesn't. With the ones
that write, you have at least a fighting
chance to tell your side of the story on
a person-to-person basis. Those who
don't write are merely anonvmous fig-
ures in the Nielsen Report.
Now as to the three fundamental
reasons. Reason No. 3 — good public
relations — is, obviously, what results
when reasons 1 and 2 have been effec-
tively applied. For Reason No. 2 —
common courtesy — let's go back to an
old newspaper precept, since news-
papers were in on the ground floor of
this letter-writing business and. indeed,
have learned to capitalize on it. The
precept goes: "If people are interested
enough in your newspaper to read it
and pay money for it, the least you
can do is to acknowledge their support
by answering their letters." Surely,
the same applies to radio and tele-
\ ision.
Let's explore Reason No. 1. Cus-
tomers are something very few busi-
nesses can do without, and the sole
reason radio and tv shows are spon-
sored is that the sponsor wants to get
customers and keep them. He wants
them happy and satisfied. It isn't long,
however, before he discovers that the
show has taken on the identity of his
company, is representative of the com-
pan) and what it stands for. So he
IN GEORGIA
it takes
5 slices
SEE PAGE I 12
116
SPONSOR
wants 'I"' -'",NV '" keep tin- custornei
liai>|>\. too. Thii effort then becomes
the responsibilit) <>f tli<- sponsor's ad-
vertising a enc) . the program - stars
and the broadcaster. In turn, answer-
ing letters becomes pari and parcel <>l
the effort.
II the lettei w i iter ^.i\ - tic dislikes
the show or takes umbrage at one <>f
the thousand-and-one things viewers
take umbrage at, he should be an-
swered in ;i letter thai has iw<> aims:
(a) to calm his troubled Bpiril and
1 1) i hold promise ol improvements
that will encourage him to keep watch-
CC (Concerning) i ti <- life expectancy ol ■
filmed commercial: tor .ill practical
purposes, it i» g<>o<l forever, 'tin- onrj
fator itiai iiiiiisnti'- against it- perm-
anence ts ■ change in the prodnet, cop]
lint- or the discovery of a better waj t<>
tell ilit- story. In this way, the initial
COS! ran be aniorli/cil over a- Ion}; a
period as it ran ilo the job for which
il wa» intended."
ItOlt II Vl\\ MJI)
Director of Radio and Tv
llrisat lur. Wheeler & Staff
<*an Francisco
ing the show. It the viewer like- the
show, he should l»c informed thai the
sponsor, the ageitC) and all concerned
are delighted that he should have taken
the trouble to -a\ ni. If he writes in
for tickets or want- to gel 1 1 i — aunt on
a give-awa} show, tie should receive
a prompt, informative reply.
The reason people write letters i>.
perhaps, partly, psychological and
parti) because t h<-\ are. in the Ameri-
can tradition, exercising the franchise
guaranteed them in thai clause of the
Bill of Rights which begins, "Bj Cod.
I'm gonna w > ite a letter. . . ." I here it
in\ olved the desire t" I"- pari ol some-
thing, to belong, i" have ownership.
I hese feelings are vei j real and
should not be taken liylitls . I vei ) BO
often j "ii heai someone sa) . " I he
Sentinel is m » papei . and th< re an
man) people who tliink \ i ilim God-
I r i\ i- their o\k n personal disi ovei j .
Ii Bhould be obvious thai these are
Bentiments to encoui a
II you icad much listener mail,
you'll also find thai people relate them-
selves to big companies in terms ol
David and Goliath. Some think all big
concern- are basicall) \en.il and ,u>-
caustic. Others think of companies as
big, sprawling monsters and their lei
ters begin: '"Dear Sir. I know you'll
never read this, but. . . ." The sim
pie act of answering these letter-, in
an amiable fashion, goes a long waj
toward humanizing business concerns.
\t Ted Hate- & Co. the problem of
letter answering is no different from
the problem elsewhere, nor are our
procedures. There is one exception.
One of our -how-. The Millionaire
sponsored b) the Colgate-Palmolive
Co. — is a fiction series based on the
gimmick of a billionaire who likes to
ui\e awa\ anonymous <:ifts of one
million dollar- to unsuspecting souls,
(ncredibl) enough, a majorit) of the
Millionaire letter- are from people who
actually believe money mow- on trees,
since the) write, quite forthrightly :
"Dear Sir, I would like to receive one
of your millions. . . ." Then the) tell
j mi how the) "II spend it.
The rest, though, i- Fair!) standard.
Letter- reach our agenc) from the
sponsoi and from the network-, some-
times being forwarded b) the owned-
ancl-operated stations or affiliates. \
lot of it is fan mail for the actor-. Sur-
prisingl) and happil) complimen-
tar\ letters usually outweigh the criti-
cal ones. Some letters contain stor)
idi bs and these an retui ned a!<
m ith oui covei 1 1 1 l- lettei m hi< h. m hile
« out lied in -tint legal terminolog) . ii
.1 polite rejet tion. I lure are lettei -
from people w ith spet ial a i ind.
I hen- are letters m ln< h tell pitiful
storii »vert) and illness. Some
are in foreign langu i i Some are
nearl) illegible.
I hi an dl answered. Each lettei
i- typed, instead of mimeographed,
-in- c wr believe the personal equation
i- important. I orm lettei - are used,
because of the hulk of mail and be-
i ause man) tou< Ii on the same Bubjet t.
Bui we do not "w rite down" to .iii\ ■
one, Bince we believe this a< hieves
nothing foi oui client- bul enraged,
insulted i ustomers.
\nil. basii all) . we ha\ e no formula.
I \< epl the firm belief thai a lettei
writer deserves the • ourtes) of a reply.
• • •
COMPARACRAPH NOTES
[Continued from page 84 '
Quality Jewalen. 0<>y: ABO. Th S30-9 nm
State Farm Int., NL1B. NP.C. F 1030-11 pm
Sterling Drug. D-F-S: ABC, F 9:30-10 pm
Studebaker- Packard. BAR: ABC. M 8-8:30 pm
Sunbeam, Perrin-Pau,. NBC, T 8-9 pm
Sweets, UOMlla * BUao: MIC. Sat 10:30-11 am
Swift, iwt KcC-B: I>TN. Tli 1:45-1 pai
Sylvan ia. J\VT: CBS. Sat 7:30-8 pm
Texas Co.. Kmlner: NBC. Sal 9:30-10 pm
Tide Water Assoc. Oil. Buchanan: ABC. SI Th
7:15-30 pm
Tonl Co.. W&r,. CBS. M 8:15-9 pm: W 8-8:30
pm; M. W 11-11:15 am; alt Th 10:15-30
am; Burnett: NBC. Sun 7-7:30 pm : CBS.
Th 3:30-45 pm; Sat 9-9:15 pm; Tatham-
\KC panic S 8:30-9 pm
TV Time Foods, direct: Cl'.S. Ti ' 5:15 pm
US. Steel. BBnO: CBS. alt W 10-11 pm
Vlcks. BBDO W 5-5:15 pm
Wander Co.. Tatham-Lalrd: NBC. W 10:15-30 am
Warner- Hudnut. K&F.: NBC. alt Sat 10:30-11 pm
Webster-Chicago. J\V Shu: NHC. SI 7:30-45 pm
Welch Grape Juice. DCS8: NBC. alt F 5:45-6
pm; ABC T 15-5:30 pm
Wesson Oil. Fitzgerald: CBS, Tu 12-12:15 pm
Western Union. Albert Frank Guenther-Law : Th
9:30-10 pm
W«stlngh.>use. SlrCann-Erlckson: CBS. M 10-11 p»
Whelan Drugs. Product. I"; MM. T 9-10 pm
Whirlpool. KAE. Mil'. T 8-9 pm
Whitehall Pharm.. Blc«-Belrn-Tol*o CBS
9:30-10 pm; CBS. St 7:30-7:15 pm: T 7:30-
8 pm: NBC W 10:30-11 pm
"It happened right after Bill Bailey
said over KRIZ Phoenix, Here's
a hot bargain for you."
Where your Boast
Meets the Coast
and Pays You
Greater Dividends
COVERING SOUTHERN CALIFORNIA
WITH 5000 WATTS
Long Beach
374S Atlantic Avenue
LB. 407-907
Beverly Hills
419 So Robertson
Boulevard
BRadshaw 2-3429
12 DECEMBER 1955
117
WHEN CLIENTS ASK
THE QUESTION...
"What's this I hear about
the Sacramento valley —
A new TV station?"
The answer is:
KCRA
TV
Channel
SACRAMENTO
CALIFORNIA
NBC Basic Affiliate
100.000 WATTS
MAXIMUM POWER
NEW STATION!
NEW VIEWERS!
NEW NBC SHOWS!
KCRA-TV delivers one of the
country's richest markets, with
spendable income of more than
two billion dollars!
As Sacramento's new station,
KCRA-TV, Channel 3, is the only
low-band VHF station in the fab-
ulous Sacramento Valley. Full-
line NBC programming.
Be sure to review your present
television programming and spot
schedules. Then call Petry.
KCRA-TV
Channel 3
SACRAMENTO, CALIFORNIA
100,000 Watts Maximum Power
represented by Edward Petry fc Co.
'THERE'S LOTS TO SEE ON CHANNEL 3"
George llaight. new vice president in charge of
the television and radio department of McCann-
Erickson, takes over in New York on 1 January.
His present post is in Hollywood as director of pro-
graming for the agency, where he has carried the
agency responsibility for the Chrysler Corp. tv
shows, Climax and Shower of Stars. Earlier, he
was the producer of Robert Montgomery Presents
and Four Star Playhouse. His background also
includes producing for MGM and RKO, legit stage
work in New York, co-authorship of "Goodbye
again," and "Sweet Mystery of Lite."
Charles G. Wright has been named by Kraft
Foods Co. as vice president in charge of the mar-
keting department, a merger of the sales, adver-
tising and consumer service departments. The
consolidation was made to meet the problem of
today's food sales and distribution business by cor-
relating these marketing functions, stated Kraft
exec. v.p. J. C. Loftis. Wright's former position
was vice president in charge of sales and adver-
tising. The company sponsors the Kraft Tv Theatre
on the NBC TV network (Wednesday 9:00 to
10:00 p.m.) through J. Walter Thompson.
Charles E. Claggett has been named president
of Gardner Advertising, succeeding Elmer G. Mar-
shutz, now chairman of the board. After joining
Gardner in 1931 as a copywriter, the new president
worked up to the position of senior vice president
and general manager in 1954. He was responsible
for the development of The Tom Mix Show, one
of the pioneers of the now-traditional radio and tv
shows with cowboy heroes. One of his major ac-
complishments was the formation of the agency's
radio department in 1935 and the development
of several network shows.
John McDonald, farm director of WSM, Nash-
ville, is the new president of the National Associa-
tion of Television and Radio Farm Directors. For
the past year he has been vice president of the
association. He has been in charge of WSM farm
activities for the past 10 years, currently writes
and produces Noontime Neighbors, an entertain-
ment show with guests from prominent agricultural
groups. His background is strictly "local boy
makes good": born on a farm, he was educated
and taught agriculture in Tennessee schools
before joining the staff oi If S V.
SPONSOR
WAVE
LOUISVILLE
5000 WATTS • NBC AFFILIATE
INBCI SPOT SALES
Exclusive National Representatives
ALTHOUGH only a few weeks old, WAVE'S exciting new radio
service — DIAL 970 — has already made a BIG name for itself
in the Louisville Area!
Listeners love its Monitor-like format ... its informality . . .
its immediacy. Advertisers love DIAL 970's "new look in radio"
— its freshness and vitality — and the way it stirs
people to action.'
DIAL 970 is a coordinated group of programs that's skillfull
blended with Weekday to provide a continuous flow of music, news,
weather and traffic reports, interviews, sports and household
features. It's heard eleven sparkling hours each weekday,
with participations and spots available as earl}
as 6 a.m., or as late as midnight.
Better hurry! Ask NBC Spot Sales for full details.
DIAL 970—
WAVE'S DYNAMIC NEW RADIO SERVICE
FOR A DYNAMIC NEW LOUISVILLE!
-TV Ch. 28
Wilkes-Barre, Pa.
National Rep. The Headley-Reed Co.
IN EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
The Answer To Tired Movies
"The Night-cappers'7
MON. thru FRI. — 10:30-11:30 P.M.
— bright music with
LOREN BLAKE'S BAND
—Emcee JIM STEWART
—Starring PETE DOOLEY
Participating Spots Available
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
CHANNEL 50
OPERATING ^^
NOW OPERATING
WEOA— CBS RADIO
ADVERTISERS' INDEX
VBC Film 78
.\l!<- Radio Network 58
Air Trails Group 116
A..T.&T. ,)T
Avery-Knodel, Inc. Km. km;, 112, no
Broadcast -Music, In,- ' jj-
CBS-TV Pacific Network 6-7
Eastman Kodak 57
Free & Peters, inc. 72-v:!
Don Lee Network ik
MCA-TV 20-2]
Mid-Continent Group 2'
NBC Film
NBC Spol Sales 14-15
Ni 1 inac Croup 19
Pulse, Inc. 82
Quality Radio Group 5
Raeburn Studios 120
R( 'A TV Engineering 121
Skyline Group 115
Sponsor 103-105
Stalcup, Inc. 107
Storer Broadcasting 101
Westinghouse Broadcasting 94-95
Ziv-TV ^60-61
CHCH-TV, Hamilton, Ont.
CKLW, Detroit
CKWX, Vancouver, B.C
KARK-TV, Little I lock
KBIG, Hollywood
KBIS, Bakersfleld, Calif
KCEN-TV, Temple Tex
KCMC-TV, Texarkana ...
KCMO, Kansas City
KCRA-TV, Sacramento
KFAB, Omaha
KFMB-TV, San Diego
KGER, Long Beach, Cal.
KGUL-TV, Galveston
K I Ki 1, -TV, Kearney, Nebr.
KING-TV, Seattle ..
KLZ-TV, Denver
KMBC-TV, Kansas City
K.M.I -TV, Fresno
KMOX, St. Louis
K.MTV. Omaha. Nebr
KXAK. Salt Lake City
KNTJZ, Houston _
KPIX, San Francisco ...
KI'Q, Wenatchee, Wash
KRIZ, Phoenix
KROD-TV, El Paso ...
KSAN, San Francisco
KSLA-TV, Shreveport
KTHV, Little Rock
KTRK-TV, Houston
KVWO, Chevenne .
.102,
ins
113
114
62
8
102
114
BC
IBC
118
99
77
117
9
110
53
50
116
76
8-49
89
59
106
87
10
117
110
18
91
25
122
112
WAPI-WABT, Birmingham
WAVE, Louisville
WBT, Charlotte, X. C.
WBAM, Montgomery
WI'.AY, Green Bay
WBNS, Columbus," Ohio
WBNS-TV, Columbus, Ohio
TORE-TV, Wilkes-Barre 120
WBRZ, Baton Rouge - 86
Wi'BS, New York 66-67
100
119
28
111
27
71
W<TK. Akron
WDEF-TV, Chattanooga
WDIA, Memphis
WEHT-TV, Henderson. Ky
WEMP, Milwaukee
109
ln7
PC
120
12
75
69
96
13
98
114
11
WFBG-TV, Altoona
WFBM, Indianapolis
WGN, Chicago
\VCT< >, Haines ( 'it v. Fla
VVIBW, Topeka __.
W 1 i.K, Wilkes-Barre
WISH-TV, Indianapolis
WITH, Baltimore . ifc
WJAC-TV, Johnstown 26
WJHP-TV, Jacksonville
WKBN-TV, Xoungstown
WKZ( I, Kalamazoo
I 'ecria
TV, Jackson\ ille
New Orleans
Syracuse
Charleston, S. C
WMBD
WMBR
VVMUY
W< »LF,
W'l'A I.,
WI'KX.
Philadelphia
WSATJ-TV, Wausau, Wis
WSB, Atlanta
WSJS-TV, Winston-Salem
w S( >K, Nashville _
WSPD, Toledo
WSYR, Syracuse
WTRP-TV, Wheeling
WTVJ, Miami. Fla
63
68
65
90
111
112
92
109
3
56
51
88
115
93
110
81
J. GLEN TAYLOR
(Vice President)
General Teleradio, Inc.
120
LIKE MOST
Newsworthy"
BROADCASTING
EXECUTIVES
Mr. TAYLOR'S
LATEST
BUSINESS
PORTRAIT
IS BY...
Photographers to the Business Executive
565 Fifth Avenue, New York 17— PL 3-1882
SPONSOR
/
How to
give your TV commercials
"competitive edge"
television audiences toda) arc "conditioned to man) oi the brillianl motion
ctiirc techniques now also used in TV productions— and the) like ii! Take
sa\ smooth switching — fades, lap dissolves, and transitions the) are used to
■tching— and commercials look Bat, dull, and jerky. Add these effects and the
pe presentations lake on sparkle and dimension. In short, your commercials
me a "competitive edge"!
ire your presentations
>ut of date?
\rc vour commercials limited to "direct
witching' from scene h> scene — or simple
pdes (o black — because an elemental-)
rideo switcher i- used? II so, the sponsor
- nol getting (he lull benefit of all the pro-
ramming ingenuity that could be al
lis disposal.
How to make
commercials "live"
Modern video switching with special effects
i> your answer. Willi it, program directors
can produce a variet) of attention-getting
effects in an instant; horizontal and vertical
wipes, horizontal and vertical »|>lii-. con-
trollable inserts, wedges, and other optical
effects. You push the button for whatever
you wanl — and insert the effeel wherever
you want it. I p goes audience interest.
\nil up goes sponsor satisfaction.
Which Switcher
for you?
I!( I \ has a video-switching system to meel
the specific requirement of each and
ever) station.
For example, RCA's TS-5A is ideal for
small studio operations- provides fades,,
lap dissolves, super-positions- handles 5
signal Inputs.
[ype IS- 1 I \ i- designed for maximum
utilization oi facilitii — for an) size opera-
tion. Ii provides all facility — includes a
TS-5A VIDEO SWITCHER
program transfei switch t • * r previewing
lade-, lap dissolves, and special effects.
Studio programs can be rehearsed while
network or film is "on-aii ."
I \ | >•• rS-20 i- a rela) switching system for
the larger installations. It is the ultimate in
Hexibilit) for modern programming. You
can begin with as few .1- 6 inputs and 2
outputs and build up to .1 maximum of
ll! iii|nii- and 6 outputs.
Special effects equipment
rwelve attention-getting effects al your
finger-tips . . . You push the button for the
effect you want. You swing the "control
stick" and put the selei ted effeel wherever
you want it. Simple, inexpensive — requires
no complicated equipment or extra cami
\n\ one id the above switchers coupled
with ilii- special effects equipment can \
you the extra salt \ ou want.
For expert help in planning the right video
switching and special effects system, call
\ our l>'< V Bro S » Re| tentative.
Ask
the W
ineer
he
knovts
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION • CAMDEN. N.J.
In Canada: RCA VICTOR Company limifed, Montreal
THE PIED PIPER
OF HOUSTON
KiTiRik — Channel 13's black magic mascat has enchanted the children of Houston, and changed the
Houston market in less than a year. Houston has become Hamlin Town with the grateful parents
joining the parade to KTRK TV.
October ARB shows our daytime combination ol children's programs, films and family features
frequently leading network competition. In the late afternoon more than 68% of the audience hears
KiTiRik's "Piper's Tune" at 4:30 daily to lead into "Mickey Mouse Club" and the great new lineup
ill ABC family shows — Topper — Warner Brothers Presents — Disneyland — Lone Ranger — Rin Tin
I in — Wyatt Earp — Ozzie and Harriet. And KTRK TV still programs more sports for Dad each
week. Good shows make good adjacencies. Call u> or Blair-TV.
KTRK-TV
E CHRONICLE STATION. CHANNEL 13 XY X XVXY" X V P. O. BOX 12, HOUSTON 1. TEXAS — ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO., General Mgr., Willard E. Walbridge; Commercial Mgr., Bill Bennett
NATIONAL REPRESENTATIVES: BLAIR-TV, 150 E. 43rd St.. New York 17, N. Y.
122
SPONSOR
REPORT TO SPONSORS lor 12 December 1955
(i onf iniK-W from |>fi<M* - >
Sulliv.in vs. Trade and consumer press stories about Ed Sullivan Leading $64,000
"Question" Question" in viewers, according to November ARK, overlooked story be-
hind story, gave misleading impression to laymen unfamiliar with rat-
ing data. ARB release gave Sullivan credit for 47.5 million viewei
"$64,000 Question" credit for 43.6 million. Release also showed
Sullivan had 49.8 rating (in third place) while "Question" had 57.3
rating (in first place). Actually, latter show reached 2 million
more homes. Disparity is explained by higher viewers-per-set for
Sullivan: 2.9 versus 2.41 for "Question." Interesting sidelight:
High viewers-per-set of Sullivan show indicates high percentage of
kid viewers, who probably have little or no influence on auto buying.
-SR-
Film "rough" "Rough" film commercials to be used for pre-testing and as guide to
advocated finished production were advocated recently by Donald H. McCollum,
Schwerin Research Corp. v. p., in talk before National Television Film
Council. Idea has apparently been gathering interest among admen and
McCollum feels only resistance to it comes from film companies. (Film
rough costing $207 was described in 29 November 1954 issue of SPON-
SOR. It was made by DCSS to take place of storyboard for demonstra-
tion commercial.)
-SR-
Nature next Nature documentaries, which have been one of components of "Disney-
tv upbeat? land" show on ABC TV, make up entire content of new syndicated film
series being released by RCA Recorded Program Services. Called "The
World Around Us," series was filmed by John H. Storer who did portion
of Disney's Academy Award-winning "Water Birds." If show does well,
look for more efforts to tap interest in nature subjects for tv.
-SR-
Importance of commercial to tv advertiser was highlighted in Grey
Advertising's December newsletter in way worth thought. Said Grey:
"Research has demonstrated that commercials for one brand can achieve
as much as a 40 to 1 advantage over another brand. . ." That means,
said Grey, a tv show costing $80,000 can vary in selling effective-
ness to degree of being worth anywhere from $2,000 on up. Key to
getting full money's worth, Grey contends, is close adherence to
concept that on tv you sell to individuals like door-to-door sales-
man rather than lecturer.
-SR-
Era of pre-sell Pre-selling of goods sold in supermarkets via air advertising is con-
just dawning sidered essential today. But decade hence need will be acute beyond
anything now known if predictions made at recent National Association
of Food Chains convention in Chicago come to pass. Among them: Con-
sumers will shop once a month for groceries because home storage
facilities will have tremendous capacity. Pressure will be on to get
consumer into store via advertising and in-store showmanship.
-SR-
Heavy ABC ABC is milking its Walt Disney tie-in for all it's worth. To back up
Disney plugs Disney's 3d show on ABC ("Walt Disney's Magic Kingdom," on ABC Radio
11:35 a.m. to noon on weekdays), web devoted all on-air promotion on
day of premiere, 5 December, to new show. This applied to tv web as
well as all o&o's. Radio affiliates were also asked to plug new
show, dealing with Disney's amusement park, Disneyland. Disney's
other ABC shows, "Disneyland" and "Mickey Mouse Club," are on tv web.
Best commercial
40 times better
12 DECEMBER 1955
123
SPOJVSOR
SPEAKS_
Perspective on marketing
The more deeply we get into the
fascinating and truly basic marketing
revolution which is now underway at
the nation's major advertising agen-
cies, the more we are convinced that:
1. In many respects the broadening
of the agency's services to include
counsel in the actual strategy of mar-
keting reflects the changes television
has wrought in our national economy.
2. There can be real dangers for
advertisers and agencies in the broad-
ening of services. As the second arti-
cle in SPONSOR s searching series on
the "Advertising agency in transition"
points out (this issue, page 29), a
number of admen are already con-
cerned that specialized media and cre-
ative functions of the agency may fall
under the control of marketing men.
sponsor undertook to delineate the
changing role of the agency in order
to provide its readers with guidance in
depth about what may be a real turn-
ing point in the history of the adver-
tising agency. While we are profound-
Is in s\mpath\ with the concept of an
agency as the counselor of the client
in every facet of his Belling operation,
we urge caution midstream in the
process of change. We've already been
exposed to marketing men at agencies
who've argued that the) should be
placed in charge of media strategy,
planning and selection. To us, this
statement made to sponsor by an ad-
vertising manager of one of the five
biggest firms among national adver-
tisers strikes the right note:
"'The marketing man and the adver-
tising man have basically a different
perspective, even though their goal is
the same. Only the seasoned advertis-
ing man understands the philosophy
and implementation of what constitutes
a good and sound advertising cam-
paign. Any course which overshadows
good advertising and good media strat-
egy is inimical to the manufacturer's
best interests."
Sloppy film projection
We were having lunch with a tele-
vision director at one of the impor-
tant Eastern agencies and one of his
clients the other day and both harped
on a problem they felt needed solving:
variations in quality of film projection
at stations around the country. "It
could make you sick the way our com-
mercials look as projected by some of
the stations on our schedule," said the
client.
"What's needed," said the agency-
man, "is a firm which might check
quality of projection for spot tv ad-
vertisers."
We agree and wonder what firm
already set up to offer allied services
will be first to offer reports on projec-
tion quality. Industry efforts to pro-
vide quality standards are helpful as
well, of course, but there's no substi-
tute for having trained eyes keep a
careful watch on commercials. It can't
be said too often that the commercial
— and the way it is presented — is the
payoff. Sloppy handling shouldn't be
allowed to destroy the opportunity to
sell for which the advertiser is paying
handsomely.
# * *
Nielsen's timetable
Report No. 10: The news that Niel-
sen has given preliminary specifica-
tions for its second NCS study and
committed itself to a timetable is
welcome news (see Sponsor Reports,
page 1 i . This means that by this
time next year agencies will be study-
ing avidly the data on station cover-
age and popularity and. presumably,
making switches in spot and network
buying. If the changes between BMB's
last report and the first NCS are anv
indication. NCS No. 2 should reveal
some fascinating I and unexpected I de-
velopments in station popularity par-
ticularly since no coverage studv has
measured in detail the effects of the
t\ thaw.
Meanwhile, there has been no word
on ARFs attempts to come up with a
formula for breaking down the June
Census study into tv set count figures
by counties. We hope something will
be forthcoming soon.
Applause
Tv in the courtroom
The impact of television and radio
in covering national events has been
aptly demonstrated to advertisers and
agencies many times in recent years.
The political conventions, the various
Congressional hearings all come across
with a you-are-there immediacy un-
matched by other media. But in one
area, that of covering the courts, radio
and television are frequently shut out
bj regulations refusing entry of such
equipment as cameras and recorders.
As head of the \ MM B's Freedom
of Information Committee, Robert D.
124
Swezey, executive vice president of
WDSU-TV, has been spearheading
NARTB's battle to widen the scope of
television and radio news coverage in
the courts. Recently Bob, who is him-
self a lawyer, dramatized for a group
of lawyers the degree to which the ban
of tv-radio equipment has become out-
moded. During a panel session of a
nine-state regional meeting of the
American Bar Association in New-
Orleans, he paused and said. "I don't
know7 whether you've noticed it. but
this meeting is being covered by three
television film cameras." Later film
taken at the sessions was shown to the
attorneys during a luncheon.
As Swezey pointed out. films and
cameras have now been improved to
the point where tv news cameras can
cover almost any court proceeding
using no special lighting and soundless
cameras which can be completely un-
obtrusive and in some cases hidden
altogether. Swezey, in demonstrating
this advance to the attorneys, is help-
ing to pave the way toward a wider
scope for t\ coverage which can't help
but be reflected in audience and stature
expansion for the air media.
SPONSOR
It»'tn.t(d by KATZ AGENCY INC
MEREDITH "Radio W Idevitio* S TAT IONS
affiliated with lll'lilT llllllll'.S illlli dill'lldlS and Successful Farming magazines
Pulse Proves
Dominance In
26 Counties
75 100
HL^l__J • • • with nearly TWICE the AUDIENCE
of ALL other TV stations combined • • •
Jeff«nan
In SHARE of AUDIENCE
for the entire area.
morning, afternoon and night
In EVERY SINGLE PROGRAM PERIOD
seven days a week (7:00 a.m. to 12 midnight).
day and night,
the 26 counties. Second i
in
In TOTAL AUDIENCE ,„ 19 *
five counties; third in two counties.
Here Are the Facts that Make KCMC-TV the Powerhouse of the Southwesl
'Area Telepulse
MONDAY thru
FRIDAY
SATU RDAY
SUNDAY
TOTAL
September, 1 955
MORN.
AFTN.
NITE
MORN.
AFTN.
NITE
MORN.
AFTN.
NITE
AUDIENCE
KCMC-TV
68
69
61
66
57
66
73
64
75
65
Station "B"
6
11
12
12
14
13
12
17
17
12
All Others
Combined
25
21
27
23
30
21
15
19
8
23
These counties form the primary core of the full KCMC-TV service territory. Your order buys complete dominance of this
area — PLUS — substantial audience in 17 additional counties in 4 states.
Now Telecasting
Network Color
REPRESENTED BY
Venard, Rintoul & McConneN, Inc.
KCMC-TV
C HANNEL 6
TEXARKANA TEXAS - ARKANSAS
V_/ D>lNJERCONNECTE.[\ Q|
100,000
Watts
WALTER M. WINDSOR
General Manager
-
» : *
1/ advertisers use
26 DECEMBER 1955
50* per copy«$8 per year
<* % 4
ch. ^WISCONSIN
inthelandoL^/G
Where two more Agency Test Studies are under way!
HAYDN R EVANS, Gen Mgr Rep. WEED TELEVISION
V
^
TOP TV, RADIO
EVENTS OF 1955
page 25
Tv 1955: Big spending
(I programs, but no
n growth
Radio 1955: New
to net programing:
spot upsurge
page 28
Pepsodeot: Spot radio's
biggest 1956 client?
page 30
r-6*-
Account executive
tells his psychoanalyst
about "marketing
page 32
'
What makes the radio-ft
director run?
page 36
Three months atter
B&.M sales are up 107 °o
page 38
» ' * »*
merry christmas .... 4
W O
%
$$
$ $ $
$ $ $ $
i i i ^ J)
$$$$$$
$$$$$$$
$$$$$$$$
$^^^^^^^^^^^^
$(t((t(tCC(t((t usage of the "First Sta-
$ccccc<:$c<:£cc<:c cHons of Virsinia" Sales
*PP3>4>4>4>4>3>3>$3>,?3>4> 4\>ower based on creative pro-
$$$$$$$$$$$$$$$ $g$mming and public se,
$<t<t<tCC<tC<t<tCC<tCCC ,i(n4Prs Havens & Martin, Inc
$;j>;>;>3>}$;j>;>$;>$$$ ^suj|.iJe bet for Santa<s stop^
in Richmond and the rich surr<
area throughout Virginia. A pi
advertiser's year to you from
r*( <^^^
WMBC WCOD WTVR
First Stations of Virginia
1
Radio-tv 1955 Tv ' s first billion dollar year was recorded in 1955. This is among
highlights highlights of SPONSOR'S Year-end Report on radio-tv. Other high-
lights: spot radio's upsurge during year's last quarter; dominant
program trends on network tv ; network radio's new sales plans; an-
nouncing of publication of spot tv figures; color tv predictions for
next year; outlook for new tv stations and uhf. (See page 25.)
-SR-
Tv set figures County-by-county tv set count figures will be available by early
by counties spring or before. Advertising Research Foundation has okayed tech-
nique of breaking down tv set figures by working from available in-
dustry figures and Census count of June 1955. Census data broke down
data by regions, rural and urban areas. Sample was not considered
big enough to give county figures. Working from variety of sources,
ARF researchers must come up with count figures which add up to total
shown in Census study. Figures will be nearly year old when released
but will be useful in projections for getting 1956 data.
-SR-
Radio-tv's There's a peace-on-earth-good-will-between-networks spirit in air
peace on earth this Xmas. Network publicity battles have been rare in recent
months. General David Sarnoff hit a good-feeling note at NBC TV
affiliates meeting in Chicago when he patted the Bill Paley-Frank
Stanton CBS team on back, called CBS "our worthy and formidable com-
petitor." Friendlier atmosphere is also noticeable at network
affiliate confabs.
-SR-
What's happened Is the account executive being pushed aside by an invading tribe of
to the a/e? marketing experts? For a novel discussion of the subject and some
background on how the new a/e differs from the old, see Part 3 of
The Advertising Agency in Transition: "The account executive and the
psychiatrist," page 32.
-SR-
Prices for NCS Prices to agencies and stations for Nielsen Coverage Service No. 2
No. 2 revealed were disclosed in mailing of thousands of brochures by Nielsen.
Agencies who subscribe will pay from $250 to 515,000 after discounts.
Price depends on agency billings and amount of data they get. Sta-
tions will pay from 3500 to 518,000. Discounts can go as high as
40%, include discount for subscribing to NCS No. 1, discount for sub-
scribing before certain dates. Network rates require special han-
dling and negotiation. Complete network radio-tv reports will be
priced in the 6-figure range.
-SR-
It's spot radio Switch in Pepsodent ad strategy will give spot radio one of biggest
for Pepsodent bonanza's in recent years. According to SPONSOR estimate, Pepsodent
agency, FC&B, will plunk down 52 million of 54 million budget on
spot radio in 1956. One factor in strategy switch: Dr. Ernest Dich-
ter's Institute for Motivational R3search found consumer wants
white teeth basically, is not impressed with germ-killing claims.
Agency will use light jingle. For details see page 30.
SPONSOR, Volume i, N> M, V< Deccmlx* 1955 Publlcbed bl 9PONSOB Publications. Inc. Executive E.lii.>ri«l v
York. 17. PriMed at 3110 Elm Ave . Baltimore. Mil. $8 • yeir In O.S. $9 elsewhere Entered is second cliss matter » Jtn. 1948 it Btltiroore postoftVe under Act of 3 M.
N.Y. listening
up: Hooper
1957 big tv
color year?
RCA, CE back
uhf strongly
1(1 I'OIM TO SPONSORS for 26 December 1955
"Lucy" rerun Potent argument for effectiveness of reruns contained in first week
scoring of December Trendex ratings. "I Love Lucy" reruns on Saturdays
achieved 25.7 rating tied with Jackie Gleason "Honeymooners" as
number 10 among top shows. First run of "I Love Lucy" is in No. 2
Trendex spot with 40.6 rating.
-SR-
Radio sets-in-use in New York area is up nearly 30% over last year,
according to latest Hooper survey. Figures compare home listening
during October, November 1955 with 1954. Increase in nighttime
listening (6:00-11:00 p.m.) was 37.2%. Saturday, Sunday daytime
listening was up 51.6, 35%, respectively. Weekday increases were
as follows: 7:00 a.m. to noon, 25.8%; noon to 6:00 p.m., 22.1%.
Over-all hike was 29%. This year's sample was extra-large 72,155,
which comes to 900 per quarter hour. It was largest sample ever used
in New York market by firm. Increase was noted with grim satisfac-
tion by reps, stations, many of whom felt Hooper had underrated radio
in past. However, study of Pulse figures indicated no such increases
in radio sets-in-use figures in New York market.
-SR-
Indications that color tv may be just around corner comes from ABC,
which plans starting tint programing in fall 1957. ABC has done no
color programing; one reason being it's only national tv network with
no set manufacturing interests.
-SR-
Strong llth-hour support for uhf came from 2 electronic giants as
FCC closed files on comments re its proposed allocations rule-
making. (Those wishing to answer comments have until 6 January.)
The pair were RCA-NBC, GE. Former urged uhf be preserved, favored
de-intermixture on "sufficiently broad basis." GE wants FCC to make
sure all-uhf system is not workable before taking other steps.
-SR-
Timebuyers at major agencies predict sharp changes in spot buying
concepts in 1956: (1) interest in spot radio is expected to extend
to marginal afternoon and evening time as result of package deals;
(2) package plans, too, are expected to make daytime tv big buy next
year; (3) 1956 may be year of rate stabilizations because of number
of new tv stations going on air. For predictions of 3 top agency
buyers see page 6.
-SR-
What explains appeal of "$64,000 Question"? Dr. Ernest Dichter's
Institute for Motivational Research did some brain picking to get
answers for Revlon's agency, Norman, Craig & Kummel. It discovered
viewers yearn to emerge from anonymity, be appreciated in own right.
They liked way ordinary people were transformed into VIP's, treated
with dignity. Study also revealed viewers found show sincere and
spontaneous, liked suspense, found contestants "real and natural."
-SR-
Sign of increasing importance of ad agencies' field marketing serv-
ices to advertisers: William L. Young, v. p., charge William Esty's
marketing and merchandising department, has just been made member
of copy and planning board. Similar appointment recently came to
Everett F. Braden, who fills similar function at FCB.
(Sponsor Reports continues page 103)
1956: changes in
spot buying seen
Why is "$64,000
Question" liked?
Signs of
marketing era
SPONSOR
a sales
beauty
e ever-Dioommg
Channel 8 Multi-City Market
WGAL-TV
LANCASTER, PENNA.
NBC and CBS
Ever-growing sales are yours in the
Channel 8 Multi-City Market. It's a vast,
diversified region — a buying market. Sell
the 31 v million people who live here, who
own 912,950 TV sets and who spend
$5^2 billion annually.
STEINMAN STATION
Clair McCollough, Pres.
Representatives :
MEEKER TV, INC.
New York Lei Angeles
Chicago San Francisco
26 DECEMBER 1955
advertisers use
26 December 1955
Volume 9 Number 26
ARTICLES
DEPARTMENTS
Top (r and radio developments of 1955
Many air advertisers switch agencies . . . Marketing services continued to ex-
pand . . . Station shortage continued as allocation problem came to head . . .
Spot radio stayed healthy, kept attracting national advertisers . . . Longer net-
work tv shows grew in popularity . . . ABC progressed as third network
I r 1955: big spending, big programs
1955 was network tv's first $1,000,000,000 year. Fierce competition caused
many show changes. Spot tv also had good year, with even better prospects
for 1956. More interest in early-evening slot, use of package plans. Demand
for night time remains high because of shortage of stations
Radio 1955: webs revamp programing
Revolutionary changes in programing formats marked network radio's year;
use of flexible spot carriers reached a new high. Spot radio sales picked
up toward year's end and advertisers found new ways to use the medium to
reinforce their tv coverage in major markets. Trend toward single rate continued
Will Pepsodent be spot radio's top 1.956* client?
Lever brand switches 50% of its budget to saturation announcements on
52-week basis. With other dentifrice makers preparing hard-hitting campaign
themes for big share-of-market battle, Pepsodent relies on light touch
In a/e tells his psgehoanalgst about marketing
Gone are the days of the one-man department. With the increased need for
expanding marketing services, his scope of operations (not to mention his
power and glory) have been distributed among marketing specialists
The HI IS prize winners
Society's annual Christmas party gains $9,000 for its welfare fund as raffle
sale sets record. Some 800 attend, see Syd Roslow win 1956 Packard
What makes the radio-tv director run?
Account executives' unrealistic promises to clients are compounded by the
increasing tightness of network television time plus the aggravations involved
in the negotiations for first-rate talent
Three months after tv: B&M sales are tip 107%
Following 26-week tv test campaign, sale of bean and brown bread products
continued sharp rise over last year when no tv was used
.92 ratlio capsule case histories
Brief and to the point, each contains the important facts on advertiser ob-
jectives, costs and specific results obtained. You may find ideas you can use
COM I NC
25
26
28
3©
32
35
36
38
3.9
AGENCY AD LIBS
AGENCY PROFILE, Arthur E. Durar
49TH & MADISON
MR. SPONSOR, Jerold C. Hoffberge
NEW & RENEW
NEW TV STATIONS
NEWSMAKERS
P. S.
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TIMEBUYERS
TOP 20 TV FILMS
TV RESULTS
Editor and President: Norman R. Gle
Secretary-Treasurer: Elaine Couper G
Vice President-Genl. Manager: Bernar
Vice Pres.-Adv. Dir.: Charles W. Godw
Executive Editor: Miles David
Editorial Director: James E. Allen
Senior Editors: Alfred J. Jaffe. Alvin
Evelyn Konrad
Assistant Editor: Ed Feldmann
Contributing Editors: Bob Foreman, Jc*
Editorial Assistant: Morton C. Kahn
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Arnold Alpe
slstant Advertising Manager; Edw
Cooper, Western Manager; John A. Kcl
Production Manager: Charles L. "ii
Georqe Becker, Jean Engel
Circulation Department: Evelyn Satz S
scription Manaqer; Emily Cutillo, Kh>
Mitchell, Dorothy O'Brien
Office Manager: Catherine Scort Rose
Readers' Service: Augusta B. Shearman
Accounting Department: Laura Oken, a
Fazio
Secretary to Publisher: Helen L. Ha»«
I in role in agencg transition
Fourth article in the agency-in-transition series will measure the extent of tele-
vision's contribution to the marketing revolution and vice versa 9 •1(111,
lleatlaches <tf station executives
The men on the other side of the fence get an opportunity to list their long
list of complaints in this last in a series on industry headaches 9 Jan.
ml
Publiihed biweekly by SPONSOR PUBLICATION!
combined with TV. Executive. Editorial Circuit! .
Advertising Office*: 40 E. 49th St. (4»th & ■
New York 17. N. Y. Telephone: MUrTty Hill I
Chicago Office: 161 B. Grind Ave. Phone: IP*
7-9863. I»s Angele* Office: 6087 Sumet R*»
Phone: Hollywood 4-8089. Dallas Office: 311 Sal J
St. Phone STerling 3591. Printing Offlee: II
Ave.. Baltimore 11. Md. Subicilptloni: Dnlt*»
$8 a year. Canada and foreign $9. Single cor
Printed In U.S.A. Addren all correepondeooi*
B. 49th St.. New York 17. N. Y MTrray Hill »
Copyright 1955. SPONSOR PUBLICATIONS B.
KTHS
| I^V I I 1^ (LITTLE ROCK)
easily courts Pocahontas, TOO!
KTHS is Basic CBS Radio for Little Rock — but with
50,000 watts, it also reaches hundreds of
small towns and cities throughout the State.
KTHS does heap big job in Pocahontas (Ark.), fo"
example. Only slightly under 4,000 souls
there, it's true, but scores of other such
communities combine to give KTHS inter-
ference-free daytime coverage of over 3-1/3
MILLION people!
Ask your Branham man for all the facts.
KTHS
50,000 Watts
CBS Radio
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
Represented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
The Station KTHS daytime primary (05MV Mi area
has a population of 1. 002.75* people, of whom over
100.000 do not receive primary daytime service from
any other radio station . . . Our interference-free
daytime coverage area has a population ef 3.3/2 433
L
CASE HISTORY-PRODUCE
The Rutabaga
and Avocado Set
Never Had It So Good!
For V/i years now, they've had their very own
radio program — 5 minutes every morninq on
KBIG Catalina, devoted by the 23 Von's Gro-
cery Company supermarkets of Greater Los
Angeles to glamorizing fruits and vegetables
. . . highlighting their history . . . suggesting
new ways to use them . . . telling both good
and bad points of supply and price.
Results: HOMEMAKERS NEWS has won
awards from the Advertising Asso-
ciation of the West; Radio Adver-
tising Bureau RADIO GETS RE-
SULTS contest; and Los Angeles
Advertising Women, for creative
excellence.
Item sales tests pay off consistent-
ly. Mushrooms mushroomed
32'/2%, asparagus 21%. Gift
bags hidden under checkstands,
and given only to customers who mentioned
hearing it offered on KBIG, "sold out" 25,000
in a few days.
HOMEMAKERS NEWS, renewed by Von's for
its 4th straight year, typifies the creativity of
KBIG. Other 5-minute news features can be
tailor-made for sponsors who want something
besides saturation spots.
Your KBIG representative or Robert Meeker
man can show you topnotch results with either
technique.
JOHN POOLE BROADCASTING CO.
4540 Sunset Blvd., Hollywood 28, California
Telephone: HOIIywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc.
nn°
ro
il/Ji
\
Isabel Ziegler, Biow-Beirn-Toigo, New York,
foresees an upsurge in daytime tv in 1956. "Because
of the continued popularity of nighttime 10's and
20's," says she, "it's become more and more to the
station s advantage and to the advertiser's to consider
package deals including large chunks of daytime tv.
Such packages as the Six, Eight and Twelve Plans
have sprung up and have been accepted. These
package deals are one of the newest trends and
a boost to daytime tv. Today, daytime is a
good buy, attracting an increasing number of
different categories of accounts. In the pa<t few
months, for example, Liggett & Myers followed
Philip Morris' lead into daytime tv. More clients are
realizing that daytime is a good time to appeal
to the woman, who after all, spends the money."
Frank Thompson. Ted Bates, \ew York, says
that conceptions of timebuying will change in 1956
because of three developments: (1) the large num-
ber of new tv stations; (2) increased use of syndi-
cated film: (3 1 the new NCS study. "The first,
growth in number of tv stations, will loosen clear-
ances," Frank says. "But inevitably, cost efficiency
will decrease because the audience is being split
three or four ways. Of course, in some markets
stations may have to go down from their previous
monopoly rates. The new stations, particularly those
that cannot get network affiliations, will probably fill
out their schedules with more and more syndi-
cated films. The third factor which will affect
buying methods is the forthcoming NCS county-
by-county study which may reveal a whole
new coverage picture to guide buyers."
Frank Carrel!, Benton & Bowles, New York,
says that 1956 is likely to continue to be the year
of "fluid tv station schedules." because of two fac-
tors: (1) the constant reshuffling of network
schedules for competitive reasons; (2) increased use
of syndicated film. "At the same time, the stations
and reps have been getting increasingly lax about
informing agencies of their schedule changes,"
Frank adds. "This has caused a loss of revenue —
stations have been getting cancellations for schedules
that might have been successful had the agency
had a chance to mike time or adjacency adjustments.
We're now handling the problem by sending form
letters to all the reps for all their stations. On these
simple forms the station can let reps know changes."
SPONSOR
That's maximum power
in the rich market of
RICHMOND
Petersburg and Central Virginia
In addition to top power, WXEX-TV has maximum tower height
— 1049 ft. above sea level; and 943 ft. above average terrain . . .
more than 100 ft. higher than any station in this market. WXEX-
TV is the basic NBC-TV station; and there are 415,835 TV families
in its coverage area. Let your Forjoe man give you all the details
about this great buy.
Tom Tinsley, President Irvin G. Abeloff, Vice-President
Represented by Forjoe & Co.
26 DECEMBER 1955
WE'VE GOT
BILLION-
DOLLAR
EARS
in San Diego!
They're tuned to
KSDO RADIO
KSDO
San Diego
1130 KC
5000 Watts
LOWEST COST PER THOUSAND1
Represented by
John E. Pearson Co. — New York,
Chicago, Dallas, Minneapolis
Daren McGavren — San Francisco
Walt Lake — Los Angeles
Hugh Feltis 8. Assoc. — Seattle
H. Quentin Cox & Assoc —Portland
by Bob Foreman
Revolution: many print ads now come front tv
Something of substance was demonstrated to me as "The
Caine Mutiny Court Martial" (in color) enthralled a dozen
snow-hound tv viewers at our house of a recent evening. It
proved the medium's singular effectiveness when the proper
translation from another medium is made — that is, an adap-
tation for tv and making full u>e of what television can do.
In this case, our baby provided a means of expression
which outdid itself. For example, the close-ups called for by
Director Franklin Schaffner, the mobility of interest he
achieved and the ability of his skillful camera work to put
the home viewer right next to each character on the witness
stand gave a new dimension to the production — one the
Broadway show could not have. We could "get inside" Queeg
far more effectively, we could actually feel his disintegration
and share with him his mounting terror so much more di-
rectly than was possible when watching the play in the theater.
By making certain that all his tight-shots were strictly
relevant and important, Schaffner kept the tv cameras from
being obtrusive. A heightened interest and an increased ten-
sion were the result of this treatment. It provided entertain-
ment that had no peer in my opinion.
(Please turn to page 74)
Foreman sap this ad
stems front tv copy
Current Colgate "Missing
Missing, Missing" ad is good
example of new agency tack
in giving tv head in devel-
oping initial copy theme. Tv
writer came up with original
idea that later was trans-
lated to radio and print. This
is reversal of past method
which often saw print copy
sent to tv for video fashioning
WhatsNew
in Colgate Dental Cream thats
MISSING-MISSING-MISSING
in every other leading toothpaste?
Clean* Yovr Breath T Guards Your Teeth
SPONSOR
How adequate
liouse monitoring can
HELP YOU sales-wi
i^^hi n a el icii I \i>it> your office, are you able to punch up an) mi -air signal . . .
'w color or monochrome . . . on the channel selector of your aearesl I \
Ijeiver? Or, are you limited when i! comes to station monitoring? Wouldn'l it
.' you a selling aid to be able to go to your channel selector and receive:
a. Any rehearsal . . . live program . . . preview of sponsor's film
1). Any on-air -how . . . from studio . . . from transmitter
c. Other local stations1 off-air signals. . .
sales plus in the
ales Manager's office
ith a modern RCA signal distribution
stem \ou can flip the switch and bring in
hatever vour customer requests. Handles
I studios in rehearsal, on-air signal, or anv
cal station. I p to seven channel- are avail-
pie. . . tailored to \ our o\\ n special require*
rents . . . for monochrome and color.
low the house
nonitoring system works
ocal and remote signals (audio and video)
I re fed to a closed circuit transmitter of the
tonitran type. \n RCA monitran handles
>cal signals — one monitran i- used for
ach signal.
Fully rated for color
\\ hether for color or monochrome you'll
find the RCA house distribution system —
low in cost, easy to install and operate
and fully satisfactory for picture quality.
Your RCA Broadcast Sales representative
will be glad to advise you on the equipment
best suited to \ our needs.
he output of the monitran i> then fed to an
{F amplifier. Off-air signals go directlj to
he input of the amplifier. All signals are
ed via a single coax cable to an\ standard
rV receiver. In the RC \ system, the receh er
teed not be "jeeped." No expensive video
DOnitors are required since standard
receivers arc used.
SEVEN PICTURE SOURCES TO ANY LOCATION
VIA A SINGLE CABLE
FROM YOUR STUDIO
"OFF-AIR"
Studio 'A'
Studio 'B'
Network
Film
Your
Local
Local
Program
Rehearsal
Show
Preview
"Off-Air"
Signal
Station 'B'
Station "C
u ft""'
RADIO CORPORATION
of AMERICA
ENGINEERING PRODUCTS DIVISION ■ CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
is the sDic
Today Good Radio should contain a combination
of Information and Entertainment. Some like
drama, some like comedy. And everyone wants
music and news. That's why KTUL and KFPW
along with the CBS Radio Network gives the
listeners variety — programming for the entire
lami"J m%
HDHlrl 'A 1 -AVi
TULSA U Wj FT. SMITH
Owned and Operated by
TULSA BROADCASTING CO.
Box 9697, Tulsa, Oklo.
AVERY KNODEL, Inc.
Nat I Representative
f]
[
ILQD
ft 111
madison
10
sponsor invites letters to the editor.
Address 40 E. 49 S*„ New York 17.
TV ADS: UNIVERSAL APPEAL?
"Blowing my top1"
Radio has been accused of playing
"down ' to the intelligence of the lis-
tener. Most radio stations have cleaned
house in their copy. But what is hap-
pening in tv?
A typical cigarette tv commercial:
''A couple lighting up a cigarette, and
then stiff-necked, they puff, and smile
at one another. Real natural!
Next is the parade of floor waxes —
the before-and-after test. Every house-
wife would like to get the results dis-
played on tv, but not many can afford
to pour milk on their floor to test the
finished product.
The public might be peculiar — but
it isn't stupid.
Pat O'Halloran
Sales Manager
KPQ
Wenatchee. W ashington
• Reader O'Halloran speake for many viewers in
both professional and lay circles. In any eaae,
we like to hear from people who pel their dander
»pl
OUT OF CHARACTER
WNOX radio, broadcasting from one
of the nation's finest radio centers at
Whittle Springs in Knoxville, is alwavs
most appreciative of any publicity giv-
en to the popular personalities on the
staff. However, it is much more grati-
fying to us when photographs of our
staff men are correctly identified in
print.
On page 47 of )our October 31 is-
sue of sponsor you carried a picture
of one of our oldest and most sold per-
sonalities, "Uncle Tom More," with
the cut line, "Both buyer and seller
agree on this point."
"Uncle Tom More, the Nation's Re-
lation," is not a barn dance performer.
He is now celebrating his 10th anniver-
sary as a "character" disk jockey on
radio station WNOX. He is featured
Monday through Saturdav on Sun Up
Jamboree at 5:01 a.m. and on Meetin
Hall at 7 p.m.
Uncle Tom More. William Sherman
when out of character, plays a typical
"country" character but his appeal has
been to all persons in all age groups.
SPONSOR
It was quite a year for KSTP-TV!
In 1955, KSTP-TV enjoyed the greatest selling year
in its history — broke every sales record in the books.
And in ratings, too, KSTP-TV was a consistent
leader. The latest available figures show that during
the important evening viewing hours from 6:00 PM
until sign-off, KSTP-TV leads all other Minneapolis-
St. Paul television stations in average program
ratings — seven days a week*!
We'd hate to see the year end if it weren't for the
fact that 1956 looks even better.
In this growing Northwest market which offers
an advertiser more than 600,000 television homes
and a spendable income of nearly Four Billion
Dollars, KSTP-TV has long been the leader.
It is the Northwest's first television station, first
with maximum power, first with color TV and first
in listener loyalty.
To put your advertising dollars to work most
effectively during the new year, KSTP-TV is your
first buy and your best buy in the important North-
west.
*Weekly average, ARB Metropolitan Area Report,
October, 1955.
AND A HAPPY NEW YEAR TO YOU!
KSTP-T
CHANNEL
100,000 WATTS
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
"The, fl/otfAMfed/'t- Ceadttu? StetfaC
EDWARD PETRY A CO., INC. • NATIONAL REPRESENTATIVES
26 DECEMBER 1955
IT
H,
igh atop Queen Anne Hill, in
the heart of Seattle, the KING-TV
tower each year is transformed into
the world's tallest "Christmas Tree"
...a brilliant part of the holiday
spirit... a bright promise of more
great entertainment and community
leadership in the years to come.
FIRST IN SEATTLE ,« TACOMA
ABC Television, Channels, 100,000 watts !
ABC Radio, 1090 Ac, 50,000 watts /
KING
Bill (himself) Sherman, right, and as he ap-
pears when in character as "Tom More," left.
( * i j i I [oopei o\ it the |>a~t 10-j eai pe-
riod will prove this to be true.
\\ Inn out of character, W illiam N.
Sherman is quite the opposite of the
role be plaj -. He holds .1 Ph.B. degree
in Commerce from Notre Dame and
an II.. I?. I r o m the I niversit) of Lou-
isville \\\i\\ .1 license to practice law
in Kentucky. Sherman has completed
graduate work in marketing at the
I niversitj <>l Tennessee.
You see?
Gene Miller
Promotion Department
II \()\
Knoxville, Term.
e s.irr* are iliKv a il.j. Instead of barn dmrr
p.rlorinir In aiu-lr.it. u point ,,u *hlrh we're
• iirr Render Millar will agree ■ nam*]) ihai rtnreo-
Irpe "• farmer ii- haTseed i- arena, »;i? for the
advertiser la look at i ....... today.
TIMEBUYERS LIST
I hat li-t ol timebuyers that you're
publishing is a real great thing. \xe
you going to do a reprint of it in hand)
catalog form so each station could use
i! as a mailing li-t'.-' . . .
Ralf Brknt
Vice President
WIP
Philadelphia
• »«'>r anticipated render Brent. The timrbuy
■ r- li«t (about 1. 301) ....... in SO titles) in avail.
ahrl at 50c a ropy. Quantity prleea on request.
You did it again. I think \our list-
ing of the Timebuyers of the U.S. re-
printed from the November 14 issue
is the best yet . . .
Harry Noyik
General Manager
WLIR
Xeic York
1 our directory of Timebuyers of the
I ,S. is one of the most practical, use-
ful compilations I have seen in a long
time. . . .
Carl S. \Y\rd
General Manager
WCBS
New York
• Additions to the Tinirbuyrr- of the V.S. ap-
pear on pages 62 and 63.
BALL
SCORES
hi
Wr * ^^nlaaaV
TIME
' -*»*Trv,»
)tlertUt
NEWS
NAMES
'n/< weeeva
'' n//
REQUESTS
y Jrcf'ff/
( (//(f/(/ai
^^ ;//,<**
«\
Hi . . . I'm Bill Thorpe. Ever) one of t lx- "audience
appeal.-*' checkered above is a pulling part of my
MUSICAL MATINEK. And they ran pull for pou,
too . . . six days a week . . . 3:30 to 6:00 p.m.
I reach customers in the kitchen, the car, or wherever
they are. I speak to young and old, male and female
listeners alike.
Here's "wide appeal*" programing that provides a
wide audience for any sponsor who wants to sell
Syracuse and Central New York.
Ask Free & Peters . . . they'll tell you more about it.
Best wishes,
fe^T^i
t*-
OTTO
Central New York's FIRST Radio Station
26 DECEMBER 1955
13
„**«*
10,000 watts — 710 he.
m
The man from Blair has
4 surveys to state his case:
has run away with
Kansas City's Radio Day!
All Day Average HOOPER— 47.7%— FIRST PLACE!
All Day Average AREA NIELSEN —39.2% — FIRST
PLACE!
PULSE— every daytime quarter hour— FIRST PLACE!
All Day Average TRENDEX— 42.8%— FIRST PLACE I
Call the man from Blair or WHB General Manager
George W. Armstrong
CONTINENT BROADCASTING COMPANY
President: Todd Storz
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
KOWH, Omaha
Represented by
H-R Reps., Inc.
WHB, Kansas City
Represented by
John Blair & Co.
New and renew
26 DECEMBER 1955
1. New on Television Networks
SPONSOR
Amina Refrigeration, Amana. Iowa
AGENCY
Maury. LM 0 Marshall, NY
STATIONS
CBS 20
American Chicle Co, Long Island City D-F-S and Ted Bates. NY
American Home Products. NY B-B-T, NY
Bristol Myers. NY
Florists' Telegraph Delivery Assoc. Dctr
General Motors. Chevrolet div, Dctr
Culf Oil Corp, Pittsburgh
Harti Mount.nn Products. NY
Lewis Howe Co. St Louis, tor Turns
Mennen Co, Mornstown. N]
Njtl Presto Industries, Inc. E.iu Clair,
Wise
Norwich Pharmacal, Norwich, NY
Pharmaceutical, Inc. Newark Edward Klottcr, NY
Procter & Camblc, Cinn, for Ivory Flakes Compton, Cinn
Procter 0 Camblc, Cinn, for Shasta B-B-T, NY
YCrR. NY
Crant Adv. Dctr
Campbcll-Ewald. Dcti
Y&R. NY
George H Hartmann.
D-F-S. NY
McC.inn-Erickson, NY
Gourfain-Cobb, Chi
Benton & Bowles. NY
Chi
Quaker Oats. Chi
Seven-Up Co. St. Louis
Scott Paper Co, Chester,
1 P Stevens & Co, NY
Tom Co. Chi
Zenith Radio Corp, Chi
Pa
Lynn Baker
JWT. NY
|WT. NY
Bryan-Houston
T.itham- Laird,
BBDO. NY
N\
NY
Chi
ABC
CBS
95
CBS
55
ABC
CBS
114
ABC
ABC
ABC
NBC
55
ABC
A8C
CBS
77
CBS
88
ABC
ABC
CBS
51
CBS
72
CBS
74
ABC
ABC
PROGRAM. tima, start, duration
Pacific Coast Conference Basketball Sat 2 J 45 pr
24 Dec. 12 wkt
Famous Film Festival, part S 7 30-9 pm . 4 D< ( ! »
Doug Edward! N. ws. W 0 f 6 45-7 pm & 7 15 7 3
28 Dec; 52 wks
Arthur Godfrey Time; Th 10 30-10 45 am; 5 (an. 40 w.
Famous Film Ftltival part. S 7 30-9 pm II
Garry Moore; part W 10-15-10 30 am; 30 Nov. 52 art
Sugar Bowl Football. M 1 55 to concl. 2 Jan
Super Circus; 'j hour on alt wks S 5-6 pm 1 fan
Famous Film Festival; part. S 7:30-9 pm ; 27 Nov 2 w
NBA Pro Basketball; Sat 3 pm-concl; 10 Dec; 13 w.
Famous Film Festival; part. S 7:30-9 pm; 27 Nov.
wks
Adventures of Ozzic & Harriet; cv 4th F 8-8 30 pn
6 |in
Sunday News Special; S 11-11:15 pm ; 8 Jan; 52 wks
Bob Crosby; M 3 45-4 pm ; 5 Dec; 52 wks
Famous Film Festival part S 7:30-9 pm; 27 Nov ;
wks
Tournament of Roses; M 11:45-1 45; 2 |in
Bob Crosby; W 3:30-3:45 pm; 7 Dec; 4 wks
Valiant Lady; M 12-12 15 pm; 5 Dec; 26 wks
Omnibus; S 5-6:30 pm ; 1 Jan; 16 wks
Famous Film Festival; part. S 7:30-9 pm ; 27 Nov;
Famous Film Festival; part. S 7:30-9 pm;27 Nov;
^
"homii B
.ooktrl, >
Matthew |
.ulligan i
2 wl
2 w!
2. Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Bristol-Myers. NY
Y&R. NY
CBS 113
Alf.ed Hitchcock Presents; S 9 30-10 pm; 8 Jan; 52 wl
Bristol-Myers. NY
DCSS, NY
CBS 70
Carry Moore Show; M 10-10:15 am; 5 Dec: 52 wks
|WT. NY
NBC 40
Meet the Press; S 6-6:30 pm; 1 Jan; 53 alt wks
Westinghousc Corp. Pittsburgh
Y&R. NY
CBS 100
Studio One; M 10-11 pm; 2 Jan; 52 wks
Michael H
Jann '3
3. Broadcast Industry Executives
NAME FORMER AFFILIATION NEW AFFILIATION
Thomas P. Bashaw KFH, Wichita S'mc. general mgr
Edward C. Bishoff ABC Radio, NY. sales service mgr f~BC Radio. NY, acct exec
A. Robert Bonagura NBC TV. NY. network sales CBS TV. film sales, acct exec
James H. Carmine. Ir. Philro Distributors. Phila. sales KYW, Phila, sales
Thomas B. Cookerly WBTV, Charlotte Same, sales mgr
Matthew J. Culligan NBC TV, NY. natl sales mgr Same, vp and natl sales director
Michiel H Dann N'BC TV. NY. program sales director Same, vp in charge of program sales
Gordon W. Davis KYW. Phila. program mgr *ame. general mgr
Robert E. Dunville C'osley B'casting.. Cinn. pres Crosley B'casting. Atlanta, prcs
John F. Hardesty Westinghousc B'casting, Eastern div, sales mgr RAB, NY. vp
Jules Hcrbuvcaux WNBQ-WMAQ. Chi. general sales mgr Same, vp and general mgr
Cordon R "Don'' Kerr WEAT-TV. West Palm Belch Same, general m«r
Bob Kilpatrick KINC-TV. Seittle. local s'les mgr KTVW. Scattle-Tacoma. sales mgr
Harry Lc Brun WLW-A (TV), general mgr Crosley B'casting, Atlanta, vp and general mgr
Seattle Chamber of Commerce, construction and civic
Robert F. Lewis development mgr KOMO. Seattle, acct exec
Keith Mathc-s I n-e-Runkle Adv. Okla City, rad-tv director WKY. WKY-TV. Okla City, public relations director
Frank C. O'Halloran NBC TV. NY. plans Vimc. exec vd
Dorothy Rabell K^ON San Diego Sterling Television. NY, sales mgr
Jack Rayel NBC. NY. program sales director CBS TV. Hllywood. network program director
|ohn Reynolds KH|-TV Hllywood, general mgr Same, vp
James Richards KHI-TV. Hllywood. eastern sales mgr Same, vp
Frank J. Riordan WGBS-TV. Miami, managing director KPTV. Portland. Ore. managing director
Ralph M Sacks United Films. NY Cuild Films. St. Louis, sales rep
Alfred Schaeffer WIP Phila KH|. Hllywood. acct exec
Walter D. Scott NBC. NY. sales mgr NBC TV. NY. natl sales mgr
Harry B Simmons Official Films. NY. sales rep ABC Radio. NY. acct exec
Dick Sloan WGBS-TV. Miami, sales Same, sales mgr
Willard S. Smith Brooke. Smith, French and Dorrancc, Detr, rad-tv dir WIBK-TV. Detr. promotion and merchandising mgr
"Buddy'' E. Starcher WMIE. Miami, mgr
Robert H. Tetcr KYW. Phila. general mgr Westinghousc 8 casting. NY. asst to the president
Ceorge ThaHv K*A San Fran. s*les K^'X Columbia Pacific Network. LA
Bernard L. Thomas WNDU. South Bend, acct exec WNDU-TV. South Bend, acct exec
Fred E. Walker WPTZ Phila. publicity and public relations director WTTM Trenton, general mgr
Mort Werner NBC TV. natl program director Same, vp
Ben Wickham WXEL. Clcvc. program mgr Same managing director
William C. Wilson Free & Peters. Chi ABC Radio. NY. acct exec
• In next issue: A'eir and Renetced on Radio Meticorks; Broadcast Industry Executives;
Mete Firms. ,\ptr Offices, Changes of Address
)av,d R
tayes 141
lies
tcrbuvciui 3
•sob
(ilpatrick 131
26 DECEMBER 1955
15
:
26 DECEMBER 1955
>«•/< and renew
Keith
Mathers (3)
Frank ).
Riordan (3)
Walter D.
Scott (3)
Dick
Sloan (3)
Willard S.
Smith 13)
Robert H.
Tcter (3)
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Theodore Braude Kastor, Farrell, Chcsley & Clifford, NY
Towle Silversmiths. Newburyport, Mass, midwest mer-
Edmund R. Dewing chandising rep
Arthur L. Desmond Chicago Journal of Commerce, Chi
Arthur E. Duram Fuller & Smith & Ross, NY, rad-tv dept head
Jerome Harrison ABC TV, eastern sales mgr
David R. Hayes W. E. Long, Chi, rad-tv
Ernest A. Jones MacManus, John & Adams, Bloomfield Hills, Mich, exec
vp
Ted Liss KWK-TV, St. Louis, Production mgr
John R. Little Foote, Cone & Belding, NY, vp
Robert P. Lytle _ ..Ketchum, MacLeod & Crove, Pittsburgh, vp
Forrester Mashbir KPIX, San Fran, staff director
George M. McCoy, Jr. ....Colgate-Palmolive Co, Jersey City, media
Charles H. Myers Benton & Bowles, NY
Peter C. Peterson McCann-Erickson, Chi, vp and mkting services director
J. B. Pollock BBDO, San Fran, acct group supervisor same,
Joseph Katz, Baltimore, acct exec
Harold Cabot. Boston, acct exec
William Hart Adler, Chi, public relations mgr
Same, agency director
McCann-Erickson, NY, rad-tv exec
Same, rad-tv director
Same, prcs
Malcolm-Howard Adv, Chi
Same, mgr of San Fran office
Same, new NY branch, mgr
J. Walter Thompson, San Fran, rad-tv director
N. W. Ayer & Son, NY, mgr in timebuying
Fuller & Smith & Ross, NY, acct supervisor
same, plans board mgr
vp
William H. Simpson
Charles J. Weigert .
BBDO, San Fran, copy chief
.Lynn Baker, NY
.same, vp
.Joseph Katz,
Baltimore, media director
5. Sponsor Personnel Changes
NAME FORMER AFFILIATION
W. R. Allen Hazel Bishop, Salt Lake City, district sales mgr
Charles Arnold Hazel Bishop, NY, district sales mgr
Dr. George H. Cerlach Vick Chemical Co, NY, scientific director
Robert A. Craef S. C. ohnson & Son, Racine, Wise, market research
Willard L. Hemsworth .... RCA, estate range div, regional sales mgr
Irving Halperin Hazel Bishop, Boston, district sales mgr
Emil Heuer Hazel Bishop. Dallas, district sales mrg _
Chandler Holmes . Monsanto Chem Co, St. Louis
Ames Howlett Hazel Bishop, Detr. district sales mgr
J. R. O'Donnell Eversharp, Inc, NY, sales
Irving E. Russell ..Webster Corp, Chi, natl adv mgr
Daniel M. Sharpe ....American Bosch Magneto Corp, Springfield, Mass, sales
Howard Solomon Hazel Bishop, Chi, district sales mgr
NEW AFFILIATION
Same, western regional sales mgr
Same, eastern regional sales mgr
Same, vp and new product development director
Same, marketing coordinator
CBS-Columbia, Long Island City, sales
Same, New England sales mgr
Same, southwestern regional sales mgr
.Same, corp adv mgr
Same, east central regional sales mgr
Autoyre Co, Oakville, Conn, West Coast sales
CBS-Columbia, Detr, general mgr
Auto-Lite Co. Toledo, regl sis mgr in west central div
Same, regional sales mgr for midwest
6. Station Changes (reps, network affiliation, power increases)
KCMO, Kansas City, became affiliated with CBS 1 December
KOLD, Yuma, Arizona, has been added to the Keystone group
KOSA-TV. Odessa, Texas, will join the CBS Television Net-
work effective 1 January
KRUX, Phoenix, was purchased by Bartell Broadcasters, Inc.
WBBQ, Augusta, Ca, has appointed Everett-McKinney natl reps
WCEM, Cambridge, Maryland, has become an affiliate of the
Keystone Broadcasting System
WHBY. Appleton, Wise, was also added by Keystone
WORA-TV, Mayaguez, Puerto Rico, joined the CBS Television
Network recently
7. New Firms, New Offices, Changes of Address
Belden & Hickox Advertising, Cleveland, has reorganized as
John B. Hickox, Inc.
Carter Products, NY, has moved to new quarters at 53 Park
Place, NY 8.
Calen E. Broyles Advertising, Denver, has moved to larger
quarters at 200 Clayton St, effective 7 December.
Cary-Hill Advertising, Kansas City branch, has incorporated
the Townsend-Williams Advertising Agency, Kansas City,
into its organization.
Cillomatic Corporation, NY, has added a new television
department.
Franklin Fader Advertising, Newark, will reorganize as the
Carpenter-Proctor Co on 1 January.
Ketchum, MacLeod & Crove Advertising, Pittsburgh, will open
a NY office 16 January to be located at 155 East 44th St.
McKim Advertising Ltd., Toronto, has moved to new quarters
at 1407 Yongc Street, Toronto.
Necdham, Louis & Brorby Advertising, Chi, has moved its
headquarters to the Prudential Building in Chicago, effec-
tive 16 December. Phone WH 4-3400.
R. J. Potts. Calkins & Holden. Kansas City, has reorganized as
Potts Woodbury, Inc effective 1 January.
Walker a Downing Advertising, Pittsburgh, has reorganized
as two separate corporations, W. S. Walker Advertising,
and Downing Industrial Advertising.
16
SPONSOR
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WMT
KRNT
WOW
KGLO
KMA
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KDTH
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32.9%
14.8%
5.3%
3.7%
3.3%
3.0%
2.8%
2.5%
2.2%
1.87o
T
HE chart above is lifted intact from the authoritative
1955 Iowa Radio-Television Audience Survey — the
18th consecutive study by Dr. Forest L. Whan of Iowa audiences.
The 1955 Survey proves that except for working, listening
to the radio is still the principal activit} in the
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FREE c* PETERS. INC., National Representatives
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
26 DECEMBER 1955
17
1 9H-\^$*< MARTIN ^fefZC
GREBNE^&ft ^vu« yiBEAUFOl
;. BEAUFORT
«r-
IS
witnland
witn
channel
JB
t
serving eastern north Carolina
transmitter at grlfton, n. c.
studios * offices at Washington, n. o.
316,000 watts
headley-reed co. , rep.
Jerold C. Hofiberger
President
The National Brewing Co., Baltimore, Md.
"We just do what comes naturalh." savs National Bohemian's
president. "We put out the finest quality beer possible, and then we
let people know it's for sale."
Hoffberger's main means of letting "people know it's for sale" is
via intensive spot radio and tv campaigns, particularly in Philadel-
phia, Baltimore and Detroit, three major Bohemian marketing areas.
Some 80 % of National Boh's budget is in the air media. (For de-
tails about National's approach, see 8 February 1954 sponsor. I
"We believe that commercials should be fun," Hoffberger told
sponsor. Consequently, together with his agency, the W. B. Doner
Co. of Detroit, Hoffberger and his admen work with a central char-
acter for all National Bohemian beer commercials: "Mr. Boh," a
happy little man with a whopping mustache. A cartoon in tv, he ex-
presses himself musically on radio, singing such jingles as "Cheery,
beery, Boh. . . ."
"Most of our customers are very sports-minded," adds Hoffberger,
himself a sports fan. "We find that our radio programs, for exam-
ple, attract a sizable and stable audience of fans for the particular
teams we sponsor. In Philadelphia, for instance, we started this fall
with co-sponsorship of the Philadelphia Eagles' pro-football games
over WCAU. These shows pulled well for us, and we followed them
up by signing for co-sponsorship of 22 games of the Warriors'
basketball team starting this month through February."
Throughout the East, wherever National Bohemian has distribu-
tion, the accent is on radio-tv sports events.
"Since the arrival of big league baseball in Baltimore in 1954,"
says Hoffberger, "National has sponsored the Baltimore Orioles in
many eastern markets. Customers and friends in Washington, D. C,
see and hear their hometown baseball team, the Washington Na-
tionals, sponsored by us.
"Since we went heavily into air media and sports events back in
1946, our sales have tripled. Our intensive coverage of sports
through tv and radio has proved a happy marriage of productive
sales efforts and sound community relations."
Hoffberger's favorite vacation-time recreation? Watching foot-
ball or baseball games, of course. * * *
18
SPONSOR
May we be serious a moment?
News Editor
Jim Shirek
^r**l^
Bill Roberts
26 DECEMBER 1955
This is the big gold traveling trophy which has just been
awarded to WMT by the Radio-Television News Di-
rectors Association.
Named "The Outstanding Radio News Operation in
1955," WMT salutes the newsmen who earned this
award.
The WMT Radio news staff consists of 7 newsmen with
a combined total of 100 years in news reporting. The
operation also includes 50 news-gathering correspond-
ents throughout Eastern Iowa, and 6 major leased-wire
news-services.
All the news that's fit to hear — including much heard
nowhere else — thanks to complete local, regional, na-
tional and international coverage. That's WMT's objec-
tive. We believe that our staff comes pretty close to
achieving it.
Dick Cheverton
Nens Director
Bob Bruner
Henry Lippold
Cole McMartin
19
HOW! FROM ATOP TEXA
WFAA-TV Deliver „ Fabulo*
New Selling P„n<h
DALLAS-FT. WORTH
..to the
Market !
Tear out coupon and mail
MAIL TO:
WFAA-TV
3000 Harry Hines Blvd.
Dallas, Texas
Yes, please send me WFAA-TV's new "Market Facts" folder.
Name
Firm
Address
Title
Better start throwing away all your old
facts and figures on the DALLAS-FORT WORTH
market. When the switch was pulled on Texas'
TALLEST man-made structure, the entire con-
cept of what an advertising dollar can deliver
in this double-barreled market was knocked
into a cocked hat.
COMPARE OLD "B" AND NEW "B"
COVERAGE AREAS:
19.7% increase in retail sales! 28.8%
increase in population! Almost a HALF BILLION
DOLLARS increase in Effective Buying Income!
But that only begins to tell the story! Avail-
able now is WFAA-TV's new "Market Facts"
folder which will be sent upon request. It's
one of the most complete, most useful com-
pilations ever devised to bring time buyers up
to date on the nation's 12th ranking metro-
politan market!*
(*Based on retail sales)
City
State
A LL E S T STRUCTURE
ASTATION AND A MARKET GROW IN STATURE
The new DALLAS-FORT WORTH market, as defined by "Television Maga-
zine," covers 42 counties, including 3 in southern Oklahoma.
* $3,477,072,000.00 Effective Buying Power!
* 42-COUNTY Population -2,272,600!
* 552,740 Television Homes!
* $2,582,192,000.00 Total Retail Sales!
This brings more people, more buying income, more retail sales into the
WFAA-TV picture!
MONTAGUE
FANNIN
nham
DELTA
JACK
>ALOPINT
HOPKINS
oon
« MITH
inXtf \^°n«
^mclennanV^^
-^caco^ ViDuer
ONE
'TREES
ia\ •-r.
;k>ne V/Pa
?ague
lestine
D
CORYELL O ^^>
Gatesville
GRADE A
GRADE B
RURAL
71 DBU
56DBU
FALLS
°Marlin
49 DBU
* TOWER FACTS
51 FEET TALLER THAN
THE EMPIRE STATE BLDG.
ENOUGH "STEEL"
TO BUILD 320 AUTOMOBILES
ENOUGH "PAINT"
TO COVER 95 FIVE-ROOM HOMES
ENOUGH "CONCRETE"
FOR 5 MILES OF SIDEWALK.
1,521' high, including antenna
1,685' above average terrain
^Ajuvk&C
®
RALPH NIMMONS, Station Manager
EDWARD PETRY & CO., National Representative
Television Service of the Dallas Morning News
■i
316,000 WATTS VIDEO • 158,000 WATTS AUDIO
First in Viewers
jjggiBa
First in Service
First in Baltimore
WEEK AFTER
WEEK . . .
MONTH AFTER
MONTH . . .
YEAR AFTER
YEAR . . .
WMAR-TV
LEADS ALL OTHER
BALTIMORE
STATIONS
See ARB Ratings
WMAR-TV
• • • • r
CHAN Nil
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF [HE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York. Detroit. Kansas City, San Francisco,
Chicago, Atlanta. Dallas, Los Angeles
22
by Joe Csida
Bob Foreman: Rare mixture of sales-show savvy
A season or so ago I had the pleasure of working from
time to time with Bob Foreman. One of BBDO's clients, Vita-
min Corporation of America, had bought Kathy Godfrey for
presentation on the ABC TV network, and Bob moved into the
picture on occasion. I was impressed then, with Bob's in-
sight and analytical powers, first insofar as the show (as a
show) was concerned, and secondly insofar as its values as
an advertising vehicle were concerned. It seems to me that
from the time of the first radio broadcast through today's
super spectaculars, advertising agency men have had the not
inconsiderable task of developing simultaneously in two di-
rections. It has become more and more necessary for them
to mature and grow as showmen, while never losing sight of
any show's major function (from their standpoint): the sim-
ple yet intricate function of selling goods.
Psychologically and temperamentally these two capacities
are somewhat contradictory, i.e., the average showman is
not a very sound merchant, and the average seller of goods is
not usually a creative talent. Over the years, nevertheless, a
small group of agency men have managed by constant appli-
cation and the hardest kind of work to become rather expert
in both these directions. Bob is certainly one such agency
man.
Life in our industry being what it is, I hadn't managed to
get together with Bob very frequently, but a week or so ago
(as this is written) we finally made it for lunch. Eddy Ar-
nold was along, and the conversation naturally enough ran
to a discussion of various shows, not only on radio and tv,
but in legit, films, virtually the gamut. Since Bob does a
regular piece here in sponsor himself, I hesitate to elaborate
any of the points he made in our luncheon discussion for a
column of my own. (I'm sure, Bob — come deadline time —
is frequently faced, as I am, with the what'11-I-do-it-on this
time dilemma).
Suffice it to say, then, that Bob makes it his business to
catch most of the excellent theater which hits our Broadway
stage. He stays even with the best of Hollywood's theatrical
film product. He is precisely up-to-the-minute with the new-
est tv fare, daytime or nighttime. He is keenly aware of the
non-show problems, which constantly evolve and grow to
make sound advertising usage of the broadest media ever
more difficult. He clearly appreciates great performer tal-
(Please turn to page 79)
SPONSOR
looking for coverage
• • *
look to wfmy-tv!
It's a Merry Christmas and happy jingle bells for every cash
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GREENSBORO. N. C.
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Now In Our
Seventh Year
26 DECEMBER 1955
23
YOUR DOLLAR
BUYS COMPLETE
COVERAGE OF THE
ENTIRE GULF COAST
MARKET ON
KGUL-
CBS Television
Spot Sales
24
SPONSOR
26 DECEMBER 185!
The yeai was one <>l starts and stops, greal plans, hesitanl implementation. \ yeai thai marked a turning
point, ;i year thai 1 1« * I < I greal portenl for the future, .1 yeai thai said, in effect, the course is plotted, let's a< 1.
There was indecisiveness on some fronts, greal activity on others. Here are ....
I955'a MOST IMPORTANT TV-RADIO DEVELOPMENTS IS SEEN B\ SPONSOR EDITORS
• NEAR RECORD number oi account-. mosl ol them J n ■. 1 \ i I \ in air media, chai
agencies. Changes furthei heightened marketing emphasis al major agencies with big
shops offering expanded services t<> the advertiser. The impact oi television on sale oi
good- undoubtedly was major factor in speeding arrival oi the marketing revolution.
• fcc faced with banging headaches with t\ allocations, uhi and fee i\ problems
waiting for remedies. FCC considering steps to gi\e t\ more stations and relieve
plight of uhf broadcasters. Issue is of prime importance to admen who have to wail
in line for desirable time in main markets. FCC heard propo-al- from supporters
and foes oi fee tv, foes including most broadcasters. Vdmen patientl) eyed battle.
• spot radio continued weathering storms created l»\ rapid rise of t\ with clear signs
there won't be sharp decline which has characterized network radio in recenl years.
Local boom gave strong evidence of medium"- continued attraction for advertisers.
• long snow in network t\ made big strides with CBS TV expanding numbei oi
over one-hour show- following NBC TV's introduction of long -how emphasis lasl
year. It was apparent that over one-hour shows could now be considered pari oi norm
in network tv programing with public settling down to and liking the -pecatcular-.
• \bc tv made major progress in becoming strong third network, ending a situation
in which advertisers were limited for practical purposes to two major entities in pur-
chase of big national network audience-. Progress pleased affiliates battling top net-.
• color tv. while only beginning, marked progress in actual -ale of sets, began to
grow in public prominence as NBC TV added color programing heavily to L955
schedule with CBS TV adding color -hows, too. Most agencies were waiting i"i
greater set count before including use of color t\ .1- .1 major pari "t commercial effort.
• NETWORK RADIO underwent major programing overhaul with NBC and ABC intro-
ducing long -how- consisting of short and varied segments and sold on a participation
basis. MBS and CBS, while keeping their programing change- on .1 more traditional
basis as far as programing length was concerned, also emphasized sale oi short •
ment- on flexible basis. Incipient QRG taking short segment tack also to speed sales.
• Hollywood majors made their first big move into television with four companies
now making t\ -how- under their own nam"-: Disney, MGM, Warners on \B<. TV;
20th Century-Fox on CBS TV. Program- included liberal promotion for studio's
theater product. Public frown- at length) plug- forcing promotion re-examination.
• THE DILEMMA for film indicator- became more apparent. Top films came forth in
a steady stream. The problem became more acute with each passing month: where to
put them. Network- wanted no encroachments on prime time, neither did stations.
Syndicator- probably will seek solution in better relation- with nets and stations.
FOR Fl'RTHER DETAILS OF HIGHLIGHTS AND OTHER DEVELOPMENTS DL RING TEAR, -EE FOLLOWING PAGES
Advertising expenditures soar 25% to top billion
mark despite what amounted to new "freeze*9 in station growth
TV 1955: big spending, big program
The big picture
Tv continued to exhibit lusty signs
of growth in 1955. The medium hit
the SI billion dollar mark in total ad-
vertiser expenditure, up 25% from the
year before. (This includes time, tal-
ent and production.) Tv home satu-
ration grew at a healthy pace with no
evidence of any real slowing down.
The year ends with about 70% sat-
uration and an estimated number of
tv homes, according to NBC, at 33.5
million. The last authoritative figures
on U.S. tv saturation date back to the
Census study of June which came up
with a figure of 67.2%. This com-
pares with 59.4% in May 1954, when
the ARF-Politz survey of radio and tv
sets associated with U.S. households
was made.
Tv set sales will probably hit about
1955 tv billings
7.7 million in 1955 and, according to
one industry estimate, won't be much
under that next year. James D. Se-
crest, executive vice president, Radio-
Electronic - Television Manufacturers
Association, predicted a 7.3 million
figure for 1956 and he included in
this figure an estimate of at least 250,-
000 color sets.
In one area, however, tv has come
to a standstill. At the year's end, the
total number of commercial video out-
lets— 420 — was no larger than the end
of 1954. While a number of new sta-
tions came on the air, a number of
uhf stations have gone off. Of the
150-odd "u's" which went on the air
since FCC lifted the freeze on new tv
stations in April 1952, fully a third
have thrown in the towel. Some of
the "u's" still on the air are flounder-
ing and some would-be uhf broadcast-
crack billion dollar mark
Oliver Treyz, president
of TvB, sits on figure
which represents what he
intimates advertisers
spent in video this year.
About half of this went
for network programing,
the rest was divided
fairly equally between
spot and local
ers gave up their CP's without even
trying. Meanwhile the FCC, with the
problem of allocations thrown back in
its lap, is restudying the tv picture.
I The allocations issue will be dis-
cussed later in this report.)
The burning allocations issue has
held up important station grants by
the FCC. These grants would not af-
fect materially the total number of
stations but involve strategic "third
v" grants in such key cities as Boston,
Pittsburgh, St. Louis, Omaha, Miami
and San Antonio. As such, they are
particularly important to the network
picture, particularly for advertisers
now on ABC TV or thinking about
buying the up-and-coming third web.
Naturally, the number of new tv
markets for advertisers is not changed
much over last year. As of 11 No-
vember, the total was 260, compared
with 252 at the beginning of Decem-
ber 1954. The figure at the end of
1953 was 214, at the end of 1952 it
was 75 and at the end of 1951 (the
last pre- freeze year) it was 63.
Network trv
Programing: There will probably be
no disagreement with the assertion
that 1955 was a distinguished year for
network programing at night. It was
good enough to almost satisfy the egg-
ii . but no station growth
heads, who. while kinder in thru pro-
gram criticism, kept u|) a dramming
attack on what they considered exces-
sive <>r misplaced commercialism.
The year saw spectaculars firmly
entrem lied ami a good ileal ol atten-
tion paid to one-hour li\e dramas.
some of which proved to be gold
mines for their writers when the -lo-
ries were snapped up b\ Hollywood.
The increasing attention being paid
to writers of drama. a> well as other
program tspe>. was both a tribute to
their art and a realization that t\ B
devouring of talent made necessary a
greater reliance on good material for
the performers.
It was a good \ear for talent agents,
too, with stars pulling down what one
trade paper might call "much coin.
The network battle for star names
reached a high pitch with sponsors
uttering their usual complaints but
opening their pocketbooks all the
same. In a number of cases over-the-
budget deficits were borne by the net-
works.
The fierce network competition was
evidenced in the tremendous number
of program changes in the network
lineups — well over 50 in all. Biggest
casualty of the 1954-55 season were
the situation comedies. There were
over a dozen of these hitting the can-
cellation trail, about ball >>i them on
( BS TV.
A major program trend was the ef-
loit to hike ratings during the earl)
hour- of network option time. The
strategy was to use the kid- to bring
in the entire family \ ia programs
popular with the younger set. ABC
TV started this off last season with
Disneyland and Rin 7 in Tin. The
shows proved successful enough to
cause CBS TV to completely revamp
its 7:30-8:00 p.m. weekday strip ol
shows for the 1955-56 season.
A key tactic in this program battle
i* the use of outdoor adventure shows.
CBS TV threw in such shows as Robin
flood. Brave Eagle, Sgt. Preston of
the Yukon and Adventures of Cham-
pion. While ARB ratings foi Novem-
ber show an improved CBS TV posi-
tion over the previous November,
sponsor reaction has been less than
overwhelming.
The interest in outdoor adventure
spilled over into the so-called adult
W estern this season with ABC TV
coming up with Wyatt Earp, CBS TV
with Gunsmoke and NBC T\ with the
somewhat offbeat Frontier.
The use of youngsters to lure the
entire family to the tv screen has also
been accomplished in another pro-
gram area. The format of Sadler's
\\ ells Ballet presentation of "Sleeping
Beaut] on Prodtu er's v//""
■ |( nix Blanted toward the youngi i set
Petet Pern is another example. So is
\la\ Liebmann's production of Heidi.
\ll three examples, incidentally, were
on NBC TV.
The new »■ I ■•• a [o\ e mat' li
between t\ and Hollywood. While it
was a Ion- time in < omin-. it i- too
Boon to sa) whethei this match will
be ( on-uinmalcd in a more permanent
marital arrangement. ABC TV is the
foremost cupid in this affair. It- suc-
cess with Disneyland last season re-
Bulted in two additional Btudio tieups
— one with Warner Bros. {Harrier
Bros. Presents), tin- other with \b.\I
i \l(, \l Parade I . The latter show i-
back-to-back with Disneyland on Wed-
nesday. CBS TV tied up with 20th
Century-Fox, which is producing an
alternate-week dramatic hour for Gen-
eral Electric.
In addition. \BC TV came up with
a 90-minute feature film "spei ta< ular
on Sunday, the fruit of a deal with J.
\rthur Bank. It is the fir-t regular
program of feature films on any net-
work and, as it turned out, is the fore-
runner of a similar Bank deal for day-
time (more on this later!. Finally .
NBC TV showcased on it- Sunday
spectacular this season a movie pre-
miere— Hex Harrison in "The Con-
i /'lease turn to \xige 95)
How do admen view coming year?
See SPO\SOR ASK>. Page 70
Four million set increase, provocative programing, new
sales approaches help holster radio's new-found belief in future
I! 11)111 1953: new look for
Overall look
The interest in radio by the consum-
er was highlighted in 1955 by the
heavy sale of radio sets. It looks like
it will be a 14 million-set year, com-
pared to 1954, when 10.4 million sets
were sold.
The actual productive figures for
this year through October came to 11.-
527,568, according to RETMA, which
gathers figures for a large proportion
of the electronics industry. This com-
pares to a 10-month figure of 8,040,-
230 for last year. The increase was
43.4%.
Most of the increase was in auto
radios, as might be expected in view
of the fact that 1955 will be the auto
industry's biggest year. The 10-month
increase over 1954 came to 77' < .
Actual production figures for auto ra-
dios are: 1955, 5,631,747; 1954, 3,-
180,423. This year 83% of new cars
were radio-equipped. In 1954 the fig-
ure was 81%.
\\ hile production figures are not
sales figures, RAB reports that a close
approximation of sales figures can be
gotten b\ allowing a two-month lag
between production and sales. RAB
points out that radio set dealers do not
keep large inventories, which is shown
by the fact that factory production
figures and factory shipment figures
run pretlN <ln-e'.
\\ hats happening to the new ra-
dios? Are they replacing sets thrown
out or do they represent new places to
listen? RAB had Pulse study the sub-
ject during a six-month period ending
in May 1955. It was discovered that
7.9% of the households studied cre-
ated new places to listen during that
period. In terms of sets bought, it was
found that 71' '< of the sets represented
new places to listen while 29' '< in-
volved replacement purchases.
RAB estimates that the total number
of radio sets in the U.S. was 121 mil-
lion as of 1 July 1955. This is broken
down into the following: 80 million
in the home, 31 million in autos, 10
million in public places. RAB research-
ers guess that the total by the end of
the year will be about 123 million.
Radio spending, aided by a sudden
rush of spot business during the latter
part of the year, ended up about even
with last year, according to one au-
thoritative research source who has
just completed making estimates on the
subject.
The researcher said he saw a good
possibility that radio spending would
increase a little in 1956 but added that
it depends on a lot of factors, one of
them being a continuation of this
year's prosperous econonn .
His estimates of ad spending in ra-
dio during 1955 were as follows: net-
work down more than 15%, spot down
about 2%. local up about 8'^ .
According to McCann Erickson esti-
mates, 1954 spending in radio was as
follows: network, SI 14.5 million; spot,
$135.4 million; local, $315 million.
Network radio
Programing: Easily the network ra-
dio highlight of 1955 were the revo-
lutionar) program formats introduced
bj NBC Radio and ABC Radio.
These changes covered every listen-
ing period except early morning time
during the week, which is now a bill-
ings bonanza for local stations. NBC
revamped its weekend and weekday
periods, while ABC rearranged its
weekday nighttime schedule.
The NBC and ABC approaches dif-
fered. NBC's Monitor and Weekday
stresses I except for sponsored shows
that remain unchanged within the
over-all framework) the unexpected.
Aside from local cut-ins and news
there is little scheduling of program-
ing. The NBC theory was that people
don't tune in radio to hear any specific
program any more but basically tune
in to the station that appeals to them
most.
ABC set up a definite schedule,
which was the same each day of the
week — in other words, strip program-
ing. The schedule is composed of five-
minute program units, grouped by sub-
ject matter into larger 25-minute units.
(The other five minutes of each half
hour was news. I Strip programing
which is becoming common at night on
all the networks, is considered neces-
sary these days because it is easy for
the listener to remember. The idea is
that with most homes concentrating on
tv programing at night, it is too much
to expect them to remember specific
programs on radio, too. for each night
of the week.
At CBS Radio programing changes
were less evident. Soap operas remain
the staple of the web's daytime sched-
ule and at night CBS Radio is selling
its stars via strips, a development that
Spot radio off to fast 1956 sm
■fo-year surge for spot
started in L954 and firmed up thi*
year. Stars being strip programmed
include Tennessee Ernie, Bing Crosby,
lack < arson and Vmos 'n' Vndj ,
\t Mutual, the "Companionate Ra-
dio" concept is being carried out via
two daytime shows, Stand By with Boh
and Ray in the lair afternoon and
Storytime in the late morning. The
"Companionate Radio" idea, which is
being carried out in various ways on
all the networks, aims to reach indi-
vidual listeners rather than fainiU
groups. It also undertakes to provide
programing which people can listen to
while doing something else. Like most
radio programing toda\ it is not de-
manding of the listener but rather pro-
vides a background to the listeners'
non-radio activities.
Sales: Programing For network ra-
dio in 1955 was closeh related to the
need for selling the medium through
participations. I bis year it can be said
more than ever that network radio is
selling announcements rather than
programs. There are exceptions to
this, such as the Woolworth Hour on
CBS and Your Nutrilite Theatre on
NBC. But the small number of excep-
tions onlj proves the rule. In L955
this trend became more evident on
daytime, too. CBS' strong block of
soapers, for example, are being sold
more and more in segments, usually
in the 71 ^-minute size.
\BC's five-minute nighttime shows
are tailor-made for selling minutes to
advertisers. While NBC's Monitor and
II eekdaj do not have set times for
program unit, -ales llaxihilitv is car-
i /'lease turn to page 98)
$2,000,000 client. See next page
I I million Bets
sold in banner year
Ke\ m Sv eeni \ . 1! \ I!
pr< sident, pen hea on >
representation of radio set
production througb Octobei
l'J.")."), which is running
43.4% ahead of the same
pel mil I. i-l m .ii . ai I "i 'Iiiil: I"
111 I M \. Biggest iniii|i was
in auln radio-; production
77% ahead of 1954, with
83% radio-equipped
V .- —
.-■'
. , ' --
\
a_i
V
v - -
pt jo ,
_
1 \ U
/
Will Pepsodent be spot
radio's biggest 1956 client ?
Lever Bros, brand switches 50% of act budget to saturation announcements
m* luoride-schmuoride — who cares as
long as it gets teeth white?
Pepsodent, at least, is convinced
that the public has finally had enough
germ-killing, sweet-smelling, antibiot-
ic dentifrices literally shoved through
its teeth. So convinced, in fact, that
it's betting an estimated $4 million
(its 1956 ad budget) that it's right.
About 90(/( ($3,600,000) will go
to broadcasting media, and the remain-
ing $400,000 to print.
Over $2 million of this, sponsor
estimates, will go for spot radio —
making it one of the biggest spot ra-
dio campaigns in recent years and pos-
sibly the biggest spot radio campaign
for a single brand in 1956.
\,
•*, REASONING BEHIND
Pepsodent j
PEPSODENT'S $2,000,000
SPOT RADIO CAMPAIGN
Why the light copy approach: People are tired of
medicinal copy for dentifrices stressing ecstasies of
using chlorophyll, anti-enzymes and other additives,
"'are ripe for a change," Pepsodent executives feel.
Why radio: Vehicle for light approach is merry jingle
that lends itself to strong aural presentation on both
radio and tv. Pepsodent is on tv already but radio offers
less competitive pressures, chance to dominate medium.
Why spot: To maximize the impact of new slogan and
jingle, Pepsodent is after frequency in selected markets
with minimum overlap. And it wants to get its message
across at a particular time of the day: early morning.
Why early a.m.: Mama buys toothpaste but papa, teen-
agers influence selection of brand. Pepsodent wants to
get them all before they leave for work, school and in
morning, when people are more receptive than at night.
30
Why spot radio?
Last spring Dr. Ernest Dichter of
the Institute for Motivational Re-
search "put the $147-million denti-
frice market on the couch and psycho-
analyzed it," says Account Supervisor
Augy Becker of Pepsodent's agency.
Foote, Cone & Belding. Dichter's re-
search confirmed what Pepsodent and
FCB executives had sensed: deep
down, people just want white teeth.
True, in the past six years the ther-
apeutic angle has had quite a vogue.
Customers have been on an antiseptic
orgy and many manufacturers are still
frenziedly trying to keep pace with
their fast-changing desires by coming
up with a new additive every year or
so. Ammonium ion, chlorophyll, anti-
enzyme — now fluoride. Its gotten so,
some of the brands now sell like new
cars and household appliances, deliv-
ering a new model each year.
That's past, Pepsodent executives
feel. Says Bill Scully, ad manager of
the Pepsodent Division of Lever Bro9..
"We believe the public is ripe for a
lighter approach." The only question
was format. The agency came up with
the answer in the form of a jingle
which, agency and client feel, simpli-
fies Pepsodent's message and gets it
across lightly. It's a two-line couplet
(shown in the cuts opposite). Already
being used in some markets, it will be
the basis for Pepsodent s entire cam-
paign during the coming year.
"Being a jingle," Scully says, "it
lends itself to audio impact primarily.
That's why we're putting most of our
budget into radio.
"Of course, an aural presentation
can be effectively presented on tv. too,
but we're on tv already.
"Also," adds Scully, whose office on
the 20th floor of New York's Lever
House faces the new 24-story Colgate-
SPONSOR
LISTEN. MR. DEALER, AND YOU SHALL HEAR
PEPSODENT S MESSAGE FOR THE COMING YEAR!
J3
jiT wc
YOU IE WONDER WHERE
1 s sll
THE YELLOW WENT
J3
WHEN YOU BRUSH YOUR TEETH
WITH PEPWDENT!
YOU'LL WONDER WHERE THE TOOTHPASTE WENT WHEN YOU STOCK YOUR SHELVES WITH PEPSODENT<<. !
r\EW PEPSODENT ADDITIVE: THE LIGHT TOUCH
1N-TKU) OF TALKING ABOLT MKDK.IWI. IM.i; KDIENTS IN ITS
TOOTHPASTE, PEPSODENT IS STRESSING WHIN: Ml III. I \i:-
TOON STRIPS ABOVE ARE FROM FOLDKI5 GIVEN TO DEA1 ERS IN
\I\SSI\K MERCHANDISING EFFORT TO ENLIST THEIR -I PPORT
IN ( I KUKNT SPOT RADIO AND TELEVISION SATURATION PUSH
A "Susie-Q," character created for campaign tie-ins, «a- introduced to
by singers (L to r.) Cathy Johnson. Wyoma Winters. Elsie Rhodes. With them
are T. K. Hick-, marketing \.p.. ,mr| Pat Pinch, Bales mgr., Pepsodenl Division
Palmolive Building four blocks south,
"there are less competitive pressures
on radio at the moment."
It's no secret, in any case, that L956
is expected to be Y-Yeai in the den-
tifrice battle.
\T hat factors will make it so?
Manufacturers have one more in-
gredient up their test tubes: mone\ .
Big money. Especially the top three,
who have three-quarters of the market
in their pocket. Marketing strategists.
considering I 1 1 the vast resources
these giants have in the soap market.
(2) their sawy absorbed through
rough infighting for their share of
the market over the past quarter-cen-
tury, and (3) their determination to
expand their stake in the dentifrice
market, feel sure the struggle looming
directly ahead will make the efforts <>l
the past few vears seem like mere
warmup skirmishes.
Says Pepsodent Sales Manager Pat
Finch: "More dollars are going to be
spent to capture consumers next year
and 1956 looks like the biggest in ad-
vertising in the dentifrice field."
At the moment Pepsodent. with 10-
12*7 of the market, is in third place
behind Colgate and Procter & Gam-
ble's Gleem. Colgate, of course, i-
way out front with about l"'- of the
market. Gleem, after spending some-
$15 million in If-- than two vears.
has zoomed into second place with
20-2.V , . ( lose behind Pepsodent. \sith
about 10' < . i- Ipana. widen na- sec-
ond before Gleem nxketed up.
Gleem's -hare. -a\s an FCB ad man.
for whatever consolation it may pro-
\ide competitors, "is largely a com-
posite of the hysterical crowd that
buvs all the new kinds of toothpaste
i Please turn to page 88)
26 DECEMBER 1955
31
The product group at McCann-Erickson, recruited from seven
c 1 1\ i -ions of specialists, meets at the inception of a campaign to
hammer out the selling theme for the product. Pictured above is
the Gem Razor product group. Left to right are: Jack DeWitt, art
director; William Fricke, associate media director; William Frame.
print media buyer; William Jayme, print media copy chief;
Donald La\ ine, radio-tv copy chief; Dr. Virginia Miles, director
motivational research; Helen Kaufmann, manager print copj re-
-earch: Harold Graham, radio-tv account executive; (standing)
Murray Rofhs, radio-tv media supervisor; Charles Tanton, associ-
ate director marketing; Arthur J. Kemp, account service group
supervisor; Robert David, account executive on Gem Razor account
PART
THREE
The psychiatrist
and the account executive
Why marketing brought them together is the subject of this fictitious
account of what is happening to the old-line account man in agencies today
by Ben
THE THIRD ARTICLE in what sponsor considers
its most important series to date starts at right. Re-
searched for months, it represents the thinking of
the men who are guiding the needs of the marketing
revolution in major ad agencies. While the role of
the account man is treated lightly here, it does
not reflect lack of recognition of his importance to-
day. I For the more serious side, see 10 "musts"
for (Ik- marketing eras account executive opposite.)
32
Bodec
WW hat follows is not a transcript of something that's
actually taken place. It's merely sponsor's way of rolling
the end products of an inquirv it conducted into one big
hall of conversational wax. The theme of that inquiry:
how the marketing era is reshaping the function and status
of the account executive and the account group supervisor.
The setting and the stream of consciousness techniques
used here are only borrowed props. They are not to be
taken as even suggesting an occupational hazard or con-
tributing to the stock fables that have attached themselves
to one of the ad agency field's most consequential and
SPONSOR
hardworking itrata. With thai foreword, the curtain rises.
The place', an intimate-type office with s desk and chair,
lows of shelved books, a couple <>f academic certificates on
(lie wall and another (hair located at the head of a long
black-leathered conch. The conch and aearb) chaii are
presently occupied*!
The characters: a psychoanalysl and his "subject," an
account executive.
The lime: Immaterial.
The analyst speaks: "Comfortable? Wecan now pro-
ceed. As \ < > 1 1 were starting to sa) when we broke olf our
previous analysis then then- came a drastic turn of events
in \oiir professional lite. 1 OU go on and tell it in \our own
way and I'll tr\ not to Interrupt.*1
Account executive: "All right. Now. jus! Fancj \ «>ur-
self an account executive — or an BCCOUnl supervisor.
"You've spent aboul 20 years in the advertising field.
You've gol n broad knowledge <>f the creative Function.
You've learned how to interpret the client's Deeds in terms
of consumer selling through cop) and media. You've sat-
urated yourself, among other things, with what there is to
know about television and radio as sales tools.
"You've mastered the complexities of agenc) procedure,
the art of administering a sizable account, or j:roup of
accounts, and the knack of keeping both your client and
your co-workers stimulated and happy. You've got a good
record of performance and have earned a certain amount
of prestige at your trade.
■'Then- something separates \ ou from your job. Or. you
wonder why you were overlooked when the big new ac-
count landed in your shop.
"in the formalized custom of your field you make your-
self 'available1 for other agency pastures. You come in
contact with people who make a business of recruiting per-
sonnel for key jobs such as yours in the bigger agencies.
"You learn through these sources — management con-
sultants and executive employment agents — that the prime
requisites for account men have changed. 'Sure,' they tell
\ou. 'we're interested in a man with a sound advertising
background, but. sorry, we're under instructions to focus
our recruitment beam on men who've had experience as
product managers, sales managers or general marketing
executives for some big packaged goods manufacturer
(say P&G or General Foods) . . . people who have been
close to wholesaler and retailer channels.'
"You're pu/zled by all this, but then you recall a theme
they've been featuring at recent ANA and 4A"s meetings.
Something about the "marketing revolution' and the need
for agencies to gear themselves to it. Like identifying
themselves more intimately with the advertiser's over-all
marketing picture through offering broader and more spe-
cialized marketing guidance and services. You put one and
one together and you realize that vour career has run
right smack into the 'marketing revolution,' or vice versa.
Analyst: "\ ou talk as though this were an unsurmount-
able upheaval. "
Account executive: "'It's not as bad as that, but before
you can understand what this all means to me in terms of
human as well as professional relations. I'll have to recall
what it was like in the pre-marketing era. or the old days.
"In those days we were supposed to know all the answers
by ourselves. We could exercise our own initiative and
judgment on copy, layout, research, media and even on our
(Article continues next pi:
26 DECEMBER 1955
FOR A SUCCESSFUL iGENCl iCCOl NT
EXECUTIVE IN THE MARKETING ERA
Profiled from employer-stipulated qualifications
gathered 6) bponsoh in interviews with management
consultants and other services that recruit /-''> [»•'•
sonnet for major agencies in onler oj importance
1. He must have a broad knowledge <>f marketing
obtained a- a product, brand, Bales oi merchandising
manager for an outstanding manufacturei in the [>aek-
• i good- field (for instance, P&G or General Foods).
2. He must have at hi- finger lip- a tua-- of infor-
mation about his client's product and market and
bow to take advantage of all the marketing-special-
ist supports available to him in the agency.
3. He mibt have a strong leaning for research and a
trained capacity to analyze and evaluate the facts,
after they've all been* collected, and to translate his
findings appropriately to the client.
4. He must be a good administrator and bu-ir
man, affable with people hut firm in his purpose, deci-
sive in his viewpoint and able to support hi- opinions
with facts, logic, and felicity of expression.
5. He must be a pretty mature person and well inte-
grated so that when he's under extreme pressure lie
can think straight and administer bis job with maxi-
mum effectiveness and control.
6. He must possess a good deal of drive and a de-
termination to succeed. At the same time he must be
honest with himself and the people around him and
not resort to rationalization when in error.
7. He must be capable of handling details, hut at
the same time capable of delegating tasks, and not
function as a compulsive do-it-yourselfer. Also capa-
ble of creating ideas and judging the ideas of other-.
8. He must have a diversity of cultural interests,
such as music, art and literature, with this ultimate
objective: a better means of communications with his
contacts in business — not to mention socially.
9. He must have the intelligence, scholastic back-
ground, breadth of intellectual-recreational inter
and appreciation of the finer things of living that will
rate him among the "top 5%" of the population.
10. He must be personable, in vigorous health, pos-
sess the requisites for organizational advancement and
happily married to a women who helps him socially.
Account supervisor's FUNCTIONS
In marketing-conscious agencies today
THE
ADVERTISING
TRANSITION
iconfdl ACCOUNT EXECUTIVE AND PSYCHIATRIST
• Participate in meetings of product group; market
plans hoard, creative group, plans review board.
• Assume basic responsibility for integrating client
policy and viewpoint with agency plan.
• Assume responsibility for long-range thinking
about the client's business and reflect this thinking
in his work with account executive and plans boards.
• Consult with business manager in the development
of the master work schedules for all his accounts.
• Assume responsibility for client presentations and
all major advertising plans.
• Give special attention to research requirements of
each account under his supervision and furnish nec-
essary leadership in these activities.
• Take lead in integrating publicity and public rela-
tions work with planning activities of the agency.
• Assume responsibility for reviewing all foregoing
activities with the account executive and giving him
counsel and guidance.
Account executive's FUNCTIONS
In marketing-conscious agencies today
• Supply business manager with presentation dead-
line necessary to the development of work schedule.
• Prepare "start work" report for the product group.
• Participate in meetings of the marketing plans,
creative plans and plans review board.
• Follow all activities on start work report with the
production and traffic departments.
• Prepare presentations to the plans review board.
• After plans review board approval, organize all
material to be presented to the client.
• Prepare written report following client review of
presentation material.
• Maintain account book under over-all direction of
service group head.
choice of radio shows. We went out and solicited our own
accounts and if we picked up one we'd make sure that we
ourselves handled it. When we decided to leave, we'd be
in a position to take our own accounts with us. And often
also the people that worked with us on the account.
"In those days we usually wrote our own advertising
plan and presented the program personally to the client.
We were a kind of law unto ourselves and agency manage-
ment was something that took care of the bookkeeping and
provided us with such services as art and research pools.
Of course, we worked through a plans board, mainly for
two reasons: policy determination and the sound practice
of having a problem or project appraised by a group of
varied specialists.
"Those were the days of the individualists in even the
liiggest of agencies. Those were the da\s when you could
function as a rounded-out advertising man and when such
creative giants as the 0. B. Winters, the Bill Days, the
T. F. MacManuses and the Lou Wase\ s ruled the roost in
the big shops. Those were the days when the function of
the agency was to concentrate at creating consumer de-
mand— an era when MacManus crowed, 'Give me a pin
and 111 create a business' — meaning that he could write
copy of such persuasion that he'd create the consumer
demand which would get the product on the counter or
shelf — and not as a result of any of your so-called "mar-
keting" gimmicks.
"And those were the days when you could count on
close personal, and even family, relationships with the
client. The president of the company was quite often
one of the founders of his business and he took a direct
interest in knowing as much about the man handling his
account as the job he was doing."
Analyst: "An interesting bit of nostalgia, but how does
this differ from the way things are today in personal stat-
ure, agency procedure and human relations? I'd like to be
able to understand this whole picture."
Account executive: "In many, many ways. Basically,
it's a complete reversal of the roles of top level manage-
ment in the agency versus the account man. The philoso-
phy that the majority of the agencies in the top 15 or so
have apparently got around to is this, in a nutshell: In the
marketing era you must have strong managerial direction
with a corps of individual experts supplying the thinking,
planning and general marketing strategy for the product.
And, in addition to the traditional responsibility of pre-
paring and placing advertising, the agency must now con-
cern itself with how the product is displayed, promoted,
merchandised and distributed.
"Lets roll this up into smaller pellets and see how that
marketing era approach works:
"The account man — lets say in the very top agencies — ■
now gets the benefit and services of from 10 to 20 indi-
vidual experts, whose departments are often headed — espe-
cially in merchandising or marketing — by the best people
that money can buy. These specialists all contrihute to the
planning of strateg\ . preparation and execution of the
campaign, and they're referred to as a product group.""
Analyst: "Yes. hut where does the account man fit in?
Account executive: "I'm coming to that, hut I'll have
to do it in stages.
{Please turn to page 86 i
SPONSOR
' * »v'
RTES
Svd iCosiow draws l!K>(> Packard at society's annual Christmas party in
Now York. Welfare In ml <>ains over SJMMM) as raffle* sale sets record
j in sluding Ja< k Van Volkenburg, Some 800 crowded the grand ball- Tex ^ntoine, who m.c.'d; lane Pick-
who won a yeai - suppl) oi bab) talc, room ol New York's Roosewli Hold ens. who Bang ami led Bome comma-
.") 1 members ami friends of the Radio lor luncheon, cocktails, dancing^and nit) warbling; I rnie Kovacs, who re
\ television Executives Socierj got an the RTES welfare fund. More than cited the East Side version of "The
earl) Christmas this year. The) wen- 9,000 raffle t i« kets were sold, at SI a Night Before Christmas"; and Jan
the luck) oiio who claimed door and throw. Net proceeds go to the Listen- August's orchestra,
raffle prizes at the society's annual ing I'ost and other charitable activi- Below are the names of the top prize
)uletide get-together II December. ties. Entertainment was provided l>\ winners ami their loot.
Sydney Rosloiv, Pulse Inc., New Y<trk.
1958 PACE I l:l> < /.//'/•/ /.'
Elizabeth Isaac. Mew York,
WEST1 VOHOl SE ( <</ <</,' / i S I I
Edwin Jameson. MBC, New York.
u l TOBBD SE I OF Ua< 0R1 '."l: OOLF I / ' B&
Carmela I'riore, CBS Film. New York,
CBSCOLVitBl l .'/" / t SE1
Robert Manby. General Teleradio, New York.
CKOSLEl LEATHER GLEAM TOP 17" n SE1
John Cavanagh, Great Neck, New York.
EASTMAE BROWNIES MM PROJECTOR l \ /> I IMBRA
Sheldon Sackett, KROW . Oakland. Calif..
BI ICE FUR STOLE
Hugh Half). If (HI. San Antonio, Tex..
TACATIOE FOR m < > 1/ RON El /'/.i/i MIAMI r.l Mil
Carl Tillmanns, XBC, IS etc York,
li ELSE I 1.1:1:1 1. 1: /'' IT)
Dwight Martin. General Teleradio. Vew Ytirk.
l:riii\ 1 vi, ui 1 /././ ////.■/ / 11 1 ) /,■ IDIO
Roper Pryor, I (II. New York.
KM v / ONOl \ / S 11 HIS 1 hi/'//
Arthur Church, KMIIC, Kansas City, Mo..
HANNAH 1 /.'") ORIGl VA 1. 1>1: 1 S S
George Scaglione, Carlton House. Sew York,
11 031 i'\ S 1:1 \'/.' v 11 i:isi 11 A nil
Dorothy Marsh. Marsh Tonrs. \eu ) ork.
SE 1 "I LIONEL I 1: M \>
The Katz igency, "Sen- \ork.
M 1 \ v 1.1:1 / \ '11 RISH 11 ITCH
J. Harrington. Harrington. Righter iV- Parsons, \. V.
11 OMAE S QRl I \ " HIS / WA 1 < II
T \1
\*
HAPPY
NEW
YEAR
What makes the radio -tv
director run ?
One minute he's racing after network time,
next he's producing tv commercials yesterday
THIS ANECDOTE IS APOCRYPHAL . . . AND THAT'S
A TRIBUTE TO WIVES OF RADIO-TV DIRECTORS
This story didn't actually happen, hut . . . doesn't it prove a point?
Dateline, Las Vegas, December 1955. Two women bump into
each other outside The Flamingo. The brunette bursts into tears.
"It's a mess, isn't it?" says the Monroesque blonde, sighing.
"Awful," sighs the brunette, shrugging shoulders hopelessly.
"Mental cruelty, of course?"
"Of course. He's a wonderful man but I never saw him."
"I know what you mean, mine's a radio-tv director."
The brunette stopped crying. "Mine too," she whispered.
Within minutes, the two ladies were comparing problems, notes
(and wires). And here's what they read:
"\ IRGINIA CITY 25 NOVEMBER. MARY. STOP. DON'T GET YOUR
IRISH UP. STOP. PRODUCER'S SCHED GOT LOUSED UP. STOP. WILL
BEBACKliU \ETER THANKSGIVING. STOP. LOVE, JACK."
"< IIICAGO. 28 NOVEMBER. SORRY TO MISS OUR ANNIVERSARY.
STOP. CLIENT MEETING DRAGGING. STOP. LOVE. TED."
36
I ime is the greatest problem of the
radio-tv director:
• Time to spend with his wife and
family (see anecdote left) .
• Time on the networks for which he
must constantly battle in a seller's
market.
• Time discrepancies between East
Coast and West Coast which reduce the
audience potential he can deliver.
• Time commitments which others
in the agency make for him so that
he's constantly striving to deliver yes-
terday what takes till tomorrow.
As the radio-tv director's job has
grown in importance within the agen-
cy, it has brought with it a series of
new headaches. For example: the new
production techniques continuously
cropping up, which he must keep up
with; research tools with which he
must be familiar in order to evaluate
his judgment and justify it to clients;
complicated union and contract nego-
tiations involving him and millions of
the client's money.
To explore the current problems of
top radio-tv executives fully, as part of
its series on headaches of admen.
sponsor interviewed a cross-section of
radio-tv directors at top, medium-
sized and small agencies.
Many of the problems are the same
for all types of agencies. However, the
title of radio-tv director frequently en-
compasses different functions depend-
ing upon the amount of billing within
the department. In the large agencies,
for example, the head of the radio-tv
department is a combination showman
and network negotiator above all. In
the medium-sized agency he often be-
comes involved in decisions about spot
radio-tv. doubles as media-man and
Inning supervisor. In the small shop,
his functions would generally concern
spot only and might include the actual
bu\ ing of time.
It is true today, however, that the
radio-tv director has more stature
SPONSOR
within the agency regardless of it- size
than he has evei bad before. I oday it
i • doI unusual lot the radio-ri \ .p. <>f
a major agent j t<> be as highly paid
an ex« utive as the president of the
agency. Here his status, without ex-
ception, is that <>f a key Bgure on the
plans board. Furthermore, it's not un-
usual these days for the radio-rv direc-
tor to have greater control <>f a lai
.in media account than tin' account
execute e.
Inevitably tin- growth of the radio-b
director's stature lias brought with it
a plague of new problems, along with
the almost continuously increasing
demand on his time. Here arc the
headaches mentioned most frequently
by a representative sampling of radio-
t\ directors in agencies of all sizes:
Network tv time problem: Its no
se< ret that it'- tough to gel network tv
time. It's also no secret that the hrunt
of the responsibility for so doing rests
with the radio-t\ director these days,
since network lime i> so intimate!) tied
in with programing. When an agency
decides upon a certain available time
slot for its client, it must in effect also
make a programing decision.
"This can be a pain in several
ways," said a radio-tv director who re-
cently made news 1>\ getting a choice
time slot on a major network for a cli-
ent who's a relative newcomer to the
medium.
"Suppose you've pot a pipeline to
the hierarchy at the nets, and believe
me e\er\ agency has feelers out and
virtually a corps of spies working on
the problem. All right, so you get first
crack at some choice time, even though
your agency isn't spending some $30
million on that web I and that can be
a sizable factor in getting an availabil-
it\ 1. Well, \ou may be forced to buv
a quiz show in that time period, when
youi < lient's got a sen ice to sell that
-ciii- In 1 1 \ fol a diamati- -how • '
Said anothei radio-ri director:
"l.et- face ii. Getting network t\ time
i- based on something beyond tin- re-
lationship of the radio h head w itb
the network brass. 1 1 an agero
a client in a ke\ network -lot who
could help th<- program ratings by
shelling out biggei coin, 01 w ho no ;hl
Inn into the network'- pet plan, the
radio-tv man's hand i- strengthened in
getting another time -hit that may be
opening up. It'- -till a chess game, hut
the network- -tart with the white- ."
One fact was agreed upon by all
radio-h dire tors inten iewed by spon-
sor: Not only i- his record in getting
network t\ time a major factor in the
radio-tv director's relative strength
within the agency, but it may even be
the ke\ rea-on why he doe- or does
not keep a strong hold on his job.
Itaiilr with media men: During the
past year particularly tlii- question has
become a major problem at a number
of top agencies, with jurisdictional
battles raging. In a broad srn-e. this
I roblem relates to the one ment*oned
above: the tightness of t\ time. Here's
how a veteran showman, now radio-tv
director at one of the top 15 air media
agencies, puts it:
"Time and programing are increas-
ing interlocked. For example, the
choice of a syndicated film buv should
be as much within the radio-tv direc-
tor's orbit as choice of network pro-
graming. However, in a seller's mar-
ket, the time buy often precedes the
program choice and in a way dictates
or limits it."
The implications of such a situation
are obvious: The radio-tv director feels
1 Please turn to page 92 >
nCftf" Tir r
Network, talent negotiations are
kej lo radio-tt v.p.'s ]i 1* 1 1 ii:
agencies. KM 's Wick "n<l
from r. • disi w H ith < BS
I v's Hubbei] Robinson (1. to r.),
Sullivan, CBS Tv's Win. Hylan,
rv's I ick \ an \ olkenburg K^s I -
Don Miller. ' .nial
Interpreting storyboards
herd on producers who film commer-
cials is another ra<lin-t\ ?.p.*s respon-
sibility. Al Hollendei
to - 1 filming himself
Studio and control room
time-consuming but important func-
tion for : :ir ctoi with brce
network tv. Wm.
I - - ^!an Lom.:- - - - -how
Three months after tv:
are up
Following 26-week tv test campaign, sale of bean and brown
bread products continues sharp rise over 1954
Mm ow long can you coast uphill
after dropping a tv campaign?
One company which has learned part
of the answer is Burnham & Morrill of
Portland, Me. In the third month af-
ter completion of its 26-week test tv
campaign in Green Bay, Wis., B&M
sales were 107% above the same
month last year when there was no tv
campaign — or any other advertising.
Just how much longer can the re-
sults of its $12,500 test on WBAY-TV
continue to be felt?
No one will ever know because B&M
shortly after the third month without
tv decided to go back into the medium
in Green Bay. The company is now
using two announcements weekly on
WBAY-TV's morning show, Party Line
(via John C. Dowd, Boston).
B&M SALES 3RD MONTH AFTER END OF TV TEST
(18 September-18 October 1954 vs. 1955)
i
9 02.
27
02.
brown
bread
brown bread at wholesale level
1954
vs. 1955
1954
re. 1955
1954 v
. 1955
AREA A (50-mile radius
of Green
Bay)
I. MANITOWOC, WIS
60
0
45
50
0
0
2. OSHKOSH, WIS.
50
50
10
25
20
0
3. APPLETON, WIS.
90
100
60
75
40
150
4. GILLETT, WIS.
0
40
0
110
0
20
5. GREEN BAY, WIS.
190
530
190
375
0
50
6. MENOMINEE, MICH.
0
100
0
25
0
0
TOTALS A
390
820
305
660
60
220
AREA B (50-100 mile radius of Green Bay)
7.
FOND DU LAC, WIS.
0
50
0
15
0
0
8.
STEVENS POINT, WIS.
0
80
0
50
0
0
9.
WAUSAU, WIS.
40
50
15
0
0
0
10.
NORWAY, MICH.
100
0
0
0
0
0
11.
SHEBOYGAN, WIS.
60
110
47
30
0
20
12.
WIS. RAPIDS, WIS.
0
0
0
0
0
0
TOTALS B
200
290
62
93
0
20
TOTALS A and B
590
1110
367
755
60
240
While B&M had a natural interest in
seeing just how long it could coast on
the results of its test campaign, the
desire to insure further sales increases
outweighed scientific curiosity.
Results of the B&M tv test were re-
ported openly in the pages of SPONSOR
from the 7 February 1955 through 8
August 1955 issues. This was the first
media test ever to be reported in the
pages of a trade paper as it happened.
For the 26-week period of the test,
B&M scored a 98% gain over the same
weeks of the previous year when it
used no advertising at all in the mar-
ket. This was termed "unbelievable '
by the client because Green Bay previ-
ously had been one of its most unpro-
ductive markets.
In the first month after the test end-
ed, sales were 58% over the same
month of 1954. Then, in the second
month after tv, eyebrows really lifted
in the Portland, Me., headquarters of
B&M: Sales were 128r; over the previ-
ous year. The third month sales gain
of 107%. while down from the previ-
ous month, is still considered a remark-
able testimony to tvs staving power.
It's the brown bread sales which
show the biggest rise over the previous
year. They're up, as the chart at left
shows, 180 dozen over the previous
year, a 300% gain.
The 27-ounce size of B&M beans this
fall has shown consistently larger in-
creases over the 18-ounce. This prob-
ably reflects the fact that repeat pur-
chasers are inclined to seek the econ-
omv of larger-size cans. The 27-ounce
size showed a 106% sales gain in the
third month after tv compared with
88' ; for the 18-ounce size. (See 5
Sept. and 3 Oct. 1955 issues.) * * *
38
SPONSOR
WAYS TO MAKE RADIO WORK
v
( apaule tasr historie* proving
radio's ability to nunc prtfduct$
Each case history tells a radio i • - ~ i j 1 1
stoi j . one thai w ill apply to your
in. 1 1 kel in tin- coming j eai . I he results
arc categoi i/'-d and contain -.ili<-nt
Facts on objecl h es, costs and
tin' results obtained.
SPONSOR next iuue mil
provide a similar li^liti^ for fr
amusements cruises
SPONSOR: Geyelin, Inc. AGEV Y; Ecoff & James, Phila.
I APSUL1 CASE HISTORY: The client believed the
tourist and travel section of the Sunday papers was the
accepted medium for selling ocean cruises. With con-
siderable skepticism he agreed to a campaign of six
announcements a week on WCAU. The client's problem
teas to round up 2,000 \mssengers for five Bermuda
cruises sailing late in the summer season. II ithin tuo
weeks 1.000 inquiries were received as a result of this
advertising. I he\ were amazed by their radio advertising
results. The cost: $300 per week.
WCAU, Philadelphia PROGRAM: Announcements
amusements
dancing
SPONSOR: Fred Astaire Dance Studio AGENl 1 : Direcl
CAPSULE CASE HISTORY: When a new Fred Astaire
Dance Studio opened in Dayton, the main advertising ef-
fort uas not made with radio. Despite the fact that only-
two one-minute \Hirticipations were used on the Betty
Ann Horstman show 'Saturdays from 5:00 to 7:00 p.m. i.
the dance studio noted that "results were tremendous.*'
For the $25 the sponsor sj>ent on WING radio advertis-
ing, the sponsor credited the station with producing
75' < of the studio's initial business.
WING. Dayton
PROORVM: Betty Ann Horstman,
Participation-;
amusements
restaurant
SPONSOR: Island Tug & Barge Co. AGENCY: Direct
CAPSULE CASE HISTORY: 50 //,„/ //,,•„ emp
would have a handy place to eat, the Island Tug & Barge
Co. built a distinctive restaurant from a con in led ship v
galley and superstructure. But the restaurant lost money
because of Ion volume. Then the turn bought two an-
nouncements daily for a month on (II I. In '■pile of the
location — across a bridge, under two railroad tracks,
amid shipyards— the restaurant got so much business
the announcements hail to he discontinued. Daily cost
of the short-lived campaign: $9.50.
CJVI, Victoria, R. C. PROGRAM: Announcement
amusements
sightseeing
SPONSOR: Crystal Cave Co. AGENCY: Ad-Ari A-.c-iation
CAPSULE CASK HISTORY To promote tourist interest
in this natural wonder, the cave company bought one
participation weekly for 13 weeks on the Hi Neighbor
shou with Ralph Collier, a daily program aired at 1:00
p.m. In the first announcement, which cost $45, the
company offered listeners a folder describing the
and featuring a map showing the different routes to the
attraction. More than 200 ri'ipiests for the folder*, acre
received from the single announcement and requests
continue to come in.
WCAU, Philadelphia PROGRAM: Hi Neighbor
26 DECEMBER 1955
39
RADIO RESULTS
amusements
theotre
SPONSOR: Martina's Waring Theatre AGENCY: Direct
CAPSULE CASE HISTORY: To advertise Cinemascope
and The Robe this theatre- -unlike all others offering the
same show at the time (February) — bought 10 announce-
ments on WRNY and only a 1" newspaper ad. The spon-
sor says the picture was shown on Thursday night, down-
town night in Rochester and a "very poor night for neigh-
borhood theatres." Yet sponsor's theatre had standing
room only and biggest box office receipts in Western New
York while other neighborhood theatres played to only
half- filled houses. Cost: $5.70 per announcement.
WRNY-AM-FM, Rochester PROGRAM: Announcements
amusements i
ravel
SPONSOR: Olsen Travel
Organization
AGENCY: Gencliff-Breslich,
Chi.
CAPSULE CASE HISTORY: Harvey Olsen, to boost his
travel organization s all-expense tours to Europe, spon-
sored a 4:0-minute classical d.j. show. The show is m.c'd
by Norman Ross Jr., who formerly conducted tours for
Olsen, and is on Saturday mornings. This was Olsen s
first venture in radio. During the first week, mail in-
quiries credited to the program brought in estimated
business of over $84,000. The cost of the program is
$350 per week.
WMAQ, Chicago PROGRAM: Classical records
automotive M
automotive
fuel
SPONSOR: Bob Stacey's Fuel Service AGENCY: Direct
CAPSULE CASE HISTORY: Al the Beachcomber pre-
sides over The Beach House, a program specifically de-
signed for the advertiser with a small budget. Clients
can buy from one to five announcements a week. This
client bought one announcement weekly and used his
first 15-second flash announcement to advertise two
small unpainted boats he had for sale. He immediately
sold both boats for $50 apiece. The flash announcement
cost $2.50, and was the only advertising he used.
CHUB, Nanaimo, B. C.
PROGRAM: The Beach House,
Announcements
automotive
new cars
SPONSOR: Johnston Motors AGENCY: Direct
CAPSULE CASE HISTORY: This Plymouth Dealer
bought CKWX's "New Car Package" consisting of 21
one-minute announcements, 15 eight-second I.D's and a
■iO-minute "on the spot" broadcast from the dealer's show-
room. The campaign ran one week. No other advertis-
ing was used. All the new cars in slock — 33 — were sold.
Additional orders and an excellent list of future pros-
pects was also gained. The total cost was $550; resulting
sales volume about $83,000.
CKWX, Vancouver PROGRAM: Announcement
SPONSOR: Carlin Motor Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Carlin Motor Co. de-
cided to spend $100 in one day on KTRI strictly as an
experiment. The test day began quietly, but things got
hectic quickly in the auto showroom. By late afternoon
hundreds of people had come and gone. Fourteen cars
were sold that day, and eight others in the following
three days. Carlin found it didn't have enough sales help
to handle the traffic. Impatient customers even wan-
dered into competitors' lots. Commercials incorporated
a straight sales approach. After using all media com-
pany feels no other $100 ever did as much for them.
KTRI, Sioux City PROGRAM: Announcements
automotive rebuilt tires
SPONSOR: Central Tire Service AGENCY: Hopfer-Castleman
CAPSULE CASE HISTORY: Without even displaying a
sign at the point of sale, Central Tire Service sold out its
\5-day stock of 600 rebuilt tires in only five days. The
only advertising used was the company's five-minute
daily program, Date Book, on KLX. The tires sold for
$6.95, bringing in a total of $4,170 for an advertising
cost of only $80. The sponsor had to change his an-
nouncement after five days because, after the 600 tires
were gone, no more were available to the company.
KLX, Oakland, Calif. PROGRAM: Date Book
automotive u
sed buses
SPONSOR: Los Angeles City School AGENCY: Direct
Bus System
CAPSULE CASE HISTORY: The market for used school
buses is slim, but KRKD sold 17 within two months for
the sponsor. Copy stressed the do-it-yourself angle,
suggested that anyone handy with a blowtorch, monkey
wrench, and screwdriver could drive his bus to a site he
selected and convert the bus into a hot house, work shop,
boathouse, hot dog stand, or what have you. A total of
240 announcements were used, resulting in an average ad
cost of $62 per bus. Buses sold for about $1,000 each.
KRKD, Los Angeles PROGRAM: Announcements
automotive used
SPONSOR: Homer C. Thompson
AGENCY: Direct
CAPSULE CASE HISTORY: When Homer Thompson
picked up 13 1953 Fords recently, he bought two
announcements daily on Mutual' s Major League Game
of the Day over KDB. (This is a network co-op show
which is sold locally.) Game of the Day was the only
advertising he bought. Furthermore, Thompson was not
offering discounts as large as those given in nearby Los
Angeles for the identical model. Yet in two weeks' time
all 13 cars were sold. Cost: $100.
KDB. Santa Barbara
PROGRAM: Game of the Day
40
SPONSOR
RADIO RESULTS
automotive used
SPONSOH : w.i. Barrow I ied I ."- M»l N< \ Direct
CAPS! ii I VS1 HISTORY: Newspapers have long had
the lion's share oj used-cat advertising, but listeners
in Longview, Tex., have responded to the use oj radio
for same. The sponsor has been using a one-minute an-
nauncemeni daity in the Lunch Time with I nele John
show, allowing KFRO Commercial Managei John Allen
to ,i,l lib tin- commercials. Tun cars are featureJ daily.
In the course of a month, eight cars, grossing so, ;.<)(».
were sold at a radio time cost oj $156.
KFRO, Longview, Tex.
PROGRAM: Lunch Ton,- with Uncle
John, Announcement!
automotive
used cars
SPONSOR: Pinmy & Toplill AGENCY: Direct
CAPSULE CASE HISTORY: A local Dodge-Plymouth
dealer, Vinney & Topliff, had an overstock of used curs.
The firm bought a three-day package on KXO'. one hour
and 15 minutes on Thursday and Friday, broken up into
five programs, and five hours on Saturday. The dealer
himself, his sales manager and salesmen, were on the
air in a direct broadcast from the lot, but most of
the time teas devoted to music. Fourteen used cars
were sold over the three-day period; usually three or
four are sold. The total sales amounted to $18,600. Total
cost of the radio advertising: $210.
KXO, El Centro, Calif. PROGRAM: Direct broadcast
bank and loan general
SPONSOR: First Federal Savings AGENCY: Halvorson-Denis
& Loan Assn.
CAPSULE CASE HISTORY: About five months ago the
sponsor bought the 6:55 p.m. newscast on KOA six nights
weekly at a cost of $47.80 per program. In this five-
month period, the sponsor has "enjoyed a full years
growth . . . and brother, that's successful advertising,"
F. M. Halvorson, of the agency, remarked. "This pro-
gram," Halvorson said, "pulled immediate inquiries
[and] caused our client to take a second look at night-
time radio. . ."
KOA, Denver
PROGRAM: Newscast
bank and loan
general
SPONSOR: The Northern Trust Co. AGENCY: Waldie & Briggs
CAPSULE CASE HISTORY: The Northern Trust Com-
pony of Chicago had been using radio for 23 consecutive
years as a goodwill builder. In that time the company
had increased tenfold. In January of this year, the for-
mat of their program uas changed. The show and com-
mercials were revamped to cause people to listen more
attentively — stereophonic sound was introduced with dra-
matic readings given by top actors and actresses. Wil-
liam If. Rentschler, Northern's ad manager, says: "The
results have amazed us. We like the future of radio."
WMAQ, Chicago PROGRAM: The Northerners
bank and loan
savings
SPONSOR: I .l.i.r. \'.l v '. I
< IPS1 ii CAS1 HISTORY This savings and loan as
tociation, t<> induce more of the former, offered a "bud.
get slide ml," on II KZO*s < offee ' lub. Rule prills out
to recipient's income bracket, tills what he ought to allot
foi food, clothing, entertainment, shelter, savin
H ithin three weeks oj the starting dale. 3,000 rules were
given nit in ,U a , ,,st oj three rents en, It. During the
same period $106,000 in savin ■ added in the in-
stitution. Cost oj the campaign uas $90.
WKZO, Kalamazoo, Mich. PROCH \M I
bank and loan
savings
SPONSOR: California Savings \<A\< V KnoDin
CAPSULE CASK HISTORY: California Savings appoint.
ed Knollin Advertising its agency on 1 September L952
when the bank's total resources were a little over $9
million. Notv the resources are around $13 million and.
according to James C. Knollin of the agem \. "the larg-
est gains have taken place since we started on kl [R
Results continue excellent. Client reports that 'the money
continues to pour in' and also that the\ have had a num-
ber of loan applications from hi IR / t ost oj
30 minutes daily is $42 for time.
KEAR, San Francisco PROGRAM: Candlelight & Wine
cleaning shirts, suits
SPONSOR: 7 Hour Cleaning & AGENCY: Direct
Laundering
CAPSULE CASE HISTORY: This laundering service of-
fered to launder two shirts and clean and press a suit if
a single button were lost. This "missing button" gimmick
was advertised exclusively on WFBL. Four announce-
ments a day were to run six days a week for a month.
After three weeks anil two days the cleaning store had
to halt their campaign as the volume of business exceeded
their capacity. The monthly cost: $450. Another shirt
finishing unit is on order which will enable them to
handle the additional business.
WFBL, Syracuse PROGRAM: Announcements
cleaning storage
SPONSOR: Valet Cleaners IGENI Y: D
CAPSULE CASE HISTOID This sponsor boosted his
door-to-door dr\ cleaning business by devoting his- five-
minute portion of the early morning show, Rip: Jim's
Perk-u-lator. to the promotion of a gift offer. Customers
were offered a polyethylene clothing-storage bag for
every cleaning order of $2 or more. After one month
of exclusive radio promotion the routemen had 13,000
requests, 3.000 of which were from new customers.
Total cost of the month's promotion: $158.
WFEA, Manchester, N. II. PROGR \M: Rig Jim's Perku-lator
26 DECEMBER 1955
41
RADIO RESULTS
cleaning
SPONSOR: Henderson's Cleaners & Dyers AGENCY: Direct
CAPSULE CASI HISTORY: [n keeping with the Cana-
dian government's theme "have your spring work done
in the slack winter months and aid unemployment,"
Hendersons cleaners ran a campaign in March for the
cleaning and sterilization of pillows. A weekend "pack-
age" of six 30-second announcements and six \S-second
flashes on a Sunday, Monday and Tuesday doubled the
"pillow" business. For an expenditure of $25.00 the spon-
sor look in $05.00 in pillows alone, and the majority of
orders were accompanied by dry cleaning business.
CKOV, Kelowna, B. C. PROGRAM: Announcements
cleaning
drive-in
SPONSOR: Baxter Careful AGENCY: Direct
Launderers & Dry Cleaners
CAPSULE CASE HISTORY: Before opening a new drive-
in laundry and dry cleaning store, the company arranged
for radio announcements. Lewis A. Sperry, Division Man-
ager of the Company, reports: "I have never before heard
the response ive got from that advertising. Over 50 peo-
ple mentioned to us that they heard the advertising on
WKBZ and many of them said they brought ivork in to
try us because of it. While the number 50 isn't a large
amount, it is significant." The campaign lasted nine days
with a total cost of $170.
WKBZ, Muskegon, Mich. PROGRAM: Announcements
Cleaning launderette
SPONSOR: West Street Washette AGENCY: Direct
CAPSULE CASE HISTORY: When the Washette opened
last spring, it budgeted $100 monthly for advertising,
divided between newspapers and radio. William Hether-
man, the owner, reports that ". . . we get greater returns
from our investment in four half-minute radio announce-
ments each week than we do from our newspaper adver-
tising." He said that he found his $100 monthly appro-
priation for advertising was not too high. And he has
renewed for another year on WKNE, best testimonial
possible for radio pull power.
WKNE, Keene, N. H. PROGRAM: Announcements
Clothing credit store
Cleaning laundry
SPONSOR: Pilgrim Laundry AGENCY: Direct
CAPSULE CASE HISTORY: The Pilgrim Laundry peo-
ple did not feel their new "Fluff and Fold" service was
gaining public acceptance, although they were advertis-
ing. They decided to try radio. Tom Brooks, a WSAZ
morning personality toured their main office and plant
to acquaint himself with the "Fluff and Fold" operation.
A six-week campaign of 22 announcements each week,
ad libbed by Brooks, so increased business that the an-
nouncements had to be switched to another service. The
weekly cost of the campaign was $92.84.
WSAZ, Huntington, W. Va. PROGRAM: Announcements
SPONSOR: Union Clothing Stores AGENCY: Direct
CAPSULE CASE HISTORY: A retail credit clothing
store owner has discovered that he can use a radio show
to build store traffic immediately. He sponsored a quiz
program, in Spanish, which offered listeners small dis-
counts on purchases for the correct answers instead of
prizes. Three five-minute announcements at 11 a.m. on
Monday, Wednesday and Friday for one week brought
446 customers into the store with the correct answer.
The cost per show was $8.65 or a total of $25.95.
KCOR, San Antonio
PROGRAM: Announcements
clothing
dress
SPONSOR: Oslind's Shoppes AGENCY: Direct
CAPSULE CASE HISTORY: Oslind's Shoppes planned
a sale with CFCF promotion manager T. M. Abrams,
to move 2,000 dresses. Announcements went on the
air at various hours for six days. After two days they
had to reorder another 1,000 dresses. Three complete sell-
outs in five days made it necessary to stop the radio pro-
motion, as no more of the dresses were available. In sev-
eral of the announcements "Oslind's girl Sylvia" was
mentioned as the station's contact at the store. Thousands
of customers in the shops asked to meet "Oslind's girl
Sylvia." Each announcement cost $21.00.
CFCF, Montreal PROGRAM: Announcements
ClOthing dresses
SPONSOR: Dress-Eteria House AGENCY: Direct
CAPSULE CASE HISTORY: The sponsor signed for six
participations weekly on the Steve Allison show (11:05
p.m. to 2:00 a.m.). After two weeks A. M. Knopf (of the
Dress-Eteria House) wrote WPEN: "IT IS AMAZING!
I would never have believed that a radio program in such
a short period of time could do so much business. . . . On
the strength of the additional business plus the tremend-
ous publicity we have received, this letter will advise you
that we will continue our contract . . . do not expect a
cancellation at the end of 13 weeks. . . ." Cost: $133.00
WPEN, Philadelphia PROGRAM: Steve Allison Show
ClOthing nylons
SPONSOR: Wilbar's AGENCY: J. O'Leary, Boston
CAPSULE CASE HISTORY : To advertise its annual "ny-
lon carnival," Wilbar's in New Haven scheduled 39 an-
nouncements for the week. Newspaper and window ad-
vertising were aho used. By the end of the week Wilbar's
had sold 4,000 pairs of nylons, leading the other 27
stores in the chain. The store credits the radio advertis-
ing with at least 50% of its sales and has been a regular
radio advertiser since it came to Neiv Haven last year.
The cost of the 39 announcements, which were heard
throughout the day, was $234.
WAVZ, New Haven, Conn. PROGRAM: Announcements
42
SPONSOR
Like a real "pro" in any field, WWJ tackles every radio selling
assignment with the skill and know-how that produces solid results.
The Grant Company, for example, wanted mail orders for its
Robot Gardener. Here's the way WWJ came through.
"WWJ has produced more orders at a lower cost per
order than any other station in Detroit and ranks among
the top five stations for us in the whole country."
John M. Phillips, Jr.
Phillips and Cherbo
Chicago, Illinois
That's just one of the many success stories in WWJ's
brimming files— success stories covering mail orders, over
the counter sales, distribution, increased prestige for the
advertiser and his product.
Name your aim in Detroit. WWJ, a real "pro", will deliver.
AM-950 KILOCYCLES— 5000 WATTS
FM-CHANNEL 246-97.1 MEGACYCLES
Basic
Affiliot*
Anooofe Wev.j.on Sfoli'on WWJ. TV
WORLDS FIRST RADIO STATION • Owned and Operated by THE DETROIT NEWS Nofioflo/ l«pw«lal»«: FREE A PETERS, INC.
26 DECEMBER 1955
43
RADIO RESULTS
clothing
women s
SPONSOR: The Lerner Shops Agency: Direct
CAPSULE CASE HISTORY: To promote a new shop in
Salt Lake City, the Lerner Shops organized a 15-week
campaign. This was the first trial of radio for Lerner, a
national chain. Lerner bought 60 announcements a week
on KDYL and no other advertising. The sponsor said he
would renew if the campaign produced results and he did
— for 52 weeks. This marks the national firm's first
solid entry into radio advertising, creates the possibility
of a future trend toward radio use. Weekly cost: $185.
KDYL, Salt Lake City, Utah PROGRAM: Announcements
dept. store
food
clothing
SPONSOR: Bon Kay Fashion Shop AGENCY: Direct
CAPSULE CASE HISTORY: Once you get the gals into
a women's clothing store, you can usually get them to
buy more than they intended. In order to get them in
and also get an idea of the effectiveness of the two one-
minute announcement schedule he has daily on WDOK,
the sponsor tried a radio special. With each sweater
sale made, the store offered the ladies a French hand-
kerchief if they mentioned that Norman Wain "pushed
them through the door." A total of 125 handkerchiefs
were given away. Daily announcements cost: $24.
WDOK, Cleveland PROGRAM: Announcements
CIOpTa SlOre drinking glasses
SPONSOR: Simpsons-Sears Ltd. AGENCY: Direct
CAPSULE CASE HISTORY: In May of this year Simp-
sons-Sears Ltd. opened its second Canadian store in Na-
naimo, B. C. Since then the store has offered a "radio
special" periodically on CHUB as a test of radio. Nine
announcements — all in one day — are broadcast (total
cost: $36.00) for each "radio special." No other adver-
tising is used. To dale the specials have included feather
pillows, aluminum cannister sets, jockey shorts and drink-
ing glasses. All have been completely sold out; the drink-
ing glasses, for example, were sold out in 20 minutes —
and 100 dozen were offered.
CHUB, Nanaimo, B. C. PROGRAM: Announcements
dept. store dry goods
SPONSOR: Cookeville Dry Goods Assn. AGENCY: Direct
CAPSULE CASE HISTORY: Habits can be changed by
radio. It's customary for the dry goods shops in Cooke-
ville to close on Wednesday afternoons. This year the
group of stores decided to remain open on the Wednes-
day afternoon before Thanksgiving. Not knowing what
to expect, the stores bought air announcements to run
only on Tuesday and Wednesday, spending just $50.
Every store in town reported brisk business. One store
did five times the volume of business, another reported a
volume seven times greater.
WHUB, Cookeville, Tenn. PROGRAM: Announcements
AGENCY: Direct
A Christmas family
SPONSOR: Koenig's Stores
CAPSULE CASE HISTORY:
night," designed to show that a family could eat at
Koenig's lunch counter for very little, was promoted on
KSUM. Turkey dinners at 50c were offered from 5-9
p.m. and "Santa Claus sundaes" at 15c from 8-9. Store
traffic during those hours: 2,897. Volume for the lunch
department was $243; for the rest of the store, $787.
E. E. Koenig, owner, writes: "There is no way of measur-
ing the volume of good ivill secured here." Cost of the
radio campaign was $67. Campaign ran 48 hours.
KSUM, Fairmont, Minn. PROGRAM: Station Breaks
dept. store »h
irts
SPONSOR: Leeds Shops AGENCY: Direct
CAPSULE CASE HISTORY: Bob Udoff, manager of the
Huntington Leeds Shop, put all his advertising eggs in
one basket — and it paid off. Using participations [at a
13-time cost of $9.50 each) on the Stan & Sam show,
Udoff said "I have had numerous and continued successes
in merchandising particular items. One of the most suc-
cessful promotions was the sale of 600 T-shirts in a two-
day period, advertised only on the Stan & Sam show. . . .
I am highly pleased with the whole venture. . . ."
PROGRAM: Stan & Sam Show
WSAZ, Huntington
farming com seed
SPONSOR: Traywick & Traywick AGENCY: Direct
CAPSULE CASE HISTORY: The sponsor bought a se-
ries of announcements on a 13-week contract to sell 5.000
bushels of corn seed. After eight weeks, however, the con-
tract was canceled. Reason: The seed was completely
sold out. Radio advertising expenditure was $1,185, and
gross sales totaled $50,600. Traywick & Traywick has
ordered 25,000 bushels of corn seed for next season, in
anticipation of a neiv radio advertising campaign to top
the one so successful previously.
WBT, Charlotte
PROGRAM: Announcements
farming
harvester
SPONSOR: Pacific Tractor & AGENCY: Direct
Equipment Ltd.
CAPSULE CASE HISTORY: A $1,500 forage harvester
was sold as the direct result of a five-minute interview
on CKOV's weekday farm series that cost the sponsor
$6.75. The feature, Around the Valley in Agriculture,
is broadcast at 7:05 a.m. Radio time salesman High
Caley conducted the interview: Pacific Tractor & Equip-
ment utilized a particular show uith a particular audi-
ence to move a particular item, pin pointing radio's sell-
ing poiver, says company official.
CKOV, Kelowna, B. C. PROGRAM: Around the Valley
in Agriculture
44
SPONSOR
.\ili ertisement
Tested Southern Recipe For
Sales Success
IBy John IV|»|mt ;intl ll<»rl I Vr^iison
Do you really believe that if you
want something done, you should take
it to the busiest person you know?
That if you want maximum assurance
of getting a return on your money,
you put it on a winner? If you want
to be confident of results from your
advertising. \ou go by proof instead
of prognostication?
All right, then. What we at radio
station WDIA will say you're after is
one of those "magic" recipes which
turns out to have been soundly built
on qualitv ingredients, thorough experi-
ence and understanding care. Should
you be amazed at how it turns out?
Well — we know what a man gets with
WDIA, and sometimes we're amazed
just the same.
Ranks first: Make sure you begin
with the Memphis radio station that
ranks first in all audience survevs. day
and night — and has been doing it for
four years: WDIA. This, remember, in
a town with seven other stations, some
of which have been broadcasting for
over twenty-five years.
Now add the fact that this same
WDIA is Memphis' only 50.000-watt
station. WDIA made it to 50.000 from
250 watts, in just one leap. All the
good reasons that were behind it might
be summed up in just the one real
reason : demand. There'd been a big
place for WDIA. And WDIA filled it.
Then, still another element. Put in
the fact that WDIA is the station re-
garded in its market of 1.230,724 peo-
26 DECEMBER 1955
pie a- the ""/* station. I heii station.
Certain!) creates a unique position in
this area. \n outstanding one in the
Uldusl i \ . So these aie eX( eUenl in-
gredients in your Bales Buccesa with
\\ DI A.
One-group specialty: \n,l there are
others. The reason \\ DI \ went i
250 to 50,000 watls — in an unpre
(i denied mo\e is that \\ l>l \ was the
first to recognize the Negro market.
in the city that's first in the South in
Negro population. Memphis' trade area
i- forty percent Negro. They had never
been directly reached until WDIA set
out to give them their own accents and
rhythms, using only Negro announcers
and music. To this day. no coverage ap-
proaches that of WDIA. Not only do
these people keep WDIA tuned in all
day and night - they are proud of
\\ DIA. This feeling is what has spelled
the difference for WDIA in power and
audience ratings. It's what makes a
sales message on WDIA produce.
Itig buyers: To command this mar-
ket is to let yourself in for a surprise.
This is much more than a good market,
even aside from its feeling about
WDIA. We call it the "Golden Market,"
deliberateK . This forty percent of
Memphis bins according to a pattern
all its own. They buy 53.4 percent of
all women's hosiery. 50.3 percent of
the mayonnaise. 60 percent of the
chest rubs. 64.8 percent of the flour.
This is no off-brand, country-store
buying, but buying of better and fan-
cier quality, if anything.
These folks will be making over a
quarter billion dollars in 1055. The\
will spend eighty percent of it. on con-
sumer goods and services. Their inter-
est, activity and hopes must be cen-
tered on their homes, families and
friends, and their own persons. They
make the most of the day a* it comes.
And thev sure know their national
brands.
Now the "magic" of the recipe begins
to be revealed. You have risht here in
this area close to ten pen en! of .ill the
Meg roea in the entire I nited Si
with tli' ir pe uliai group habits
oi buj ii '-• ^ ou lie- e in W DI \ the • ■<"■
urn in the entire I mi- I States —
whirh tin- group overwhelmingl)
et-pts. The elf.-, i <,f this remarkable
combination on sales adds up to what
aptl) has been termed hot not < old —
I : • tOtak impls |
statistical respectability. It's the infer-
i n< •■ you < .in draw from that whips up
\ ' in enthusiasm.
I bis re ipe has done wonders for
many famous advertisers, including
Itirtlst'fiv Frozen food*. .Slag
lteor. Title. Godchmtut .Sugar,
Carriafiou tfillt, llu/o. \iogara
Starch, Crisco.
W ouldn t you prefer, though, to take
a look at some firsthand material re-
lating to your own particular kind of
product? You can. It's simpl) a mat-
ter of taking a few moments to drop
us a note of inquiry .
We believe the best hope of getting a
good job done i- with Bomeone who's
already doing a good job. I hit -urest
returns on your money come from a
going concern, rather than one needing
your help.
We believe it's only sensible to de-
liver the proof of the pudding first.
Give you a taste of what you mav ex-
pect. If it -till looks good after that.
you may want to make some prognosti-
cations yourself. Our own po-ition is
that with WDM. the ingredients for
sales success are very definitelv here
for you. \nd the know-how.
WDM is represented nationally by
the John E. Pearson Company.
HAROLD II ALKER, Commercial Manager
45
RADIO RESULTS
farming
hoists
SPONSOR: Harsh Hydraulic Hoisl Co. AGENCY: Direct
CAPSULE CASK HISTORY: A 13-week radio campaign
provided valuable follow-up leads for the Harsh Hy-
draulic Hoist Co. Using early morning radio, the com-
pan) scheduled five announcements per week. Announce-
ments were geared towards arousing enough listener
interest to request a booklet on hoists. Farmers were
told that for 16c a day they could unload harvest and
other farm products with the Harsh hydraulic hoist and
a pick-up, trailer or truck. Company received 650 re-
quests for booklets, sold six hoists at $300 each.
KOA, Denver
PROGRAM: Western Breakfast Bell,
Announcements
farming
tobacco
SPONSOR: Frozen Food Service AGENCY: Direct
CAPSULE CASE HISTORY: Within 50 minutes after
the first announcement on WDVA, 244,000 tobacco plants
had been sold by the Frozen Food Service. Orders for
210,000 more had been taken. On the next day 236,000
tobacco plants were sold. Five announcements were used
during the two days — four before 6:00 a.m. on the
Virginia-Carolina Farm Hour and the fifth at 1:30 p.m.
on the Clyde Moody Show, a hillbilly feature. The total
cost: $16.75. Total result: 690,000 tobacco plants sold
with live announcements.
WnVA rtanville, Va. PROCRAM: Announcements
farming
tractors
SPONSOR: Manning-Westbrook Truck AGENCY: Direct
& Tractor Co.
CAPSULE CASE HISTORY: A single mention about a
used tractor buy brought 30 walk-in inquiries to the
Manning-Westbrook Truck & Tractor Co. The company,
a local International-Harvester dealer, co-sponsors a 15-
minute program of religious music three times a week.
Program, Harvest of Hymns, has brought numerous
advertising and sales promotion successes to the sponsor,
company reports. Cost per program to Manning-West-
brook is $4. Sponsor calls its radio advertising budget
"the best money we ever spent."
WBAW, Barnwell, S. C. PROGRAM: Harvest of Hymns
fOOd bakery
SPONSOR: Goodco Bakery
AGENCY: Direct
CAPSULE CASE HISTORY: When the Goodco Bakery
decided to test radio's ability to sell baked goods, they
bought two 50-word announcements a day scheduled be-
tween 1 :25 and 1 :30 in the afternoon. The test was called
"Operation Sugar Cookie" as cookies selling for 30c a
dozen were advertised over WKNE at 10c a dozen for the
test. The result was an unqualified success for radio: By
Wednesday of the test week the normal sale of 13 dozen
had been far exceeded.
WKNE, Keene, N. H. PROGRAM: Announcements
food
candy
SPONSOR: Kern Food Products AGENCY: Direct
CAPSULE CASE HIM OK! : Seabreeze Buttermints cost
only 29c, but a nine-announcement-per-week schedule
on WTVN boosted sales % 1 1 ,236 after a 20-week cam-
paign. Total sales tripled those during a similar period
without the use of radio. Cost teas $63 per week. As a
result of this showing, the sponsor decided to return to
WTVN and put his entire advertising budget into the
radio campaign. Sponsor said the return uas near fan-
tastic for the high-volume. Ion-cost item.
WTVN, Columbus, Ohio
food
PROGRAM: Malcolm Richards
Show
canned meat
SPONSOR: Burns & Co., Ltd.
AGENCY: James Lovick & Co.,
Toronto
CAPSULE CASE HISTORY: Sponsor signed for 10-min-
ute segments, five times weekly, of CHUB's TreaSure
Che$t and CJAV's ISame the Famous, beginning last Jan-
uary. After three months at a daily cost of $8.27 {time)
plus $10 (cash giveaway) on CHUB and $7.29 (time)
plus $5 i giveaway) on CJAV, Burns & Co. reports that
sales are up 100' \ in the Nanaimo area and up 75% in
the Port Alberni area. The sponsor attributes the in-
crease solely to the CHUB and CJAV programs.
CHUB, Nanaimo
CJAV, Port Alberni
food
PROGRAM: TreaSure Che$t
Name the Famous
chicken
SPONSOR: Piggly Wiggly AGENCY: Direct
CAPSULE CASE HISTORY: Using five quick announce-
ments on early morning radio, the Piggly Wiggly Super
Market sold 500 pounds of chicken an hour after the
store opened. Radio was only advertising used for mar-
ket's Wednesday morning special. Announcements start-
ed at 7:15 a.m. At 8:30, when the doors opened, a large
crowd was already waiting. By 9:30, when the last an-
nouncement was used, all the chicken had been sold.
Store personnel ivere so busy they didn't have time to
call WBAW to cancel last announcement. Sales amount-
ed to $145; announcements cost $5.
WBAW, Barnwell, S. C. PROGRAM: Announcements
fOOd dairy
SPONSOR: Darigold AGENCY: Rune Gorenson
CAPSULE CASE HISTORY: To stimulate sales, the Dar-
igold Co. participated in the Kavo Kashbox. Kashbox,
programed in 10-minute sponsor segments during mid-
morning, gives a riddle with daily clues. Listeners sent
in a Darigold label with each answer. In one week
KAYO received 10.857 "proofs of purchase" — letters
with Darigold labels. In a 10-month period the show-
pulled over half a million labels. The cost of the cam-
paign per week was $220.
KAYO, Seattle, Wash. PROGRAM: Kayo Kashbox.
Participations
46
SPONSOR
PACIFIC COAST ADVERTISERS reach fai more
people with Columbia Pacific than with any other
(-oast network. \ lull .>()'' more than can be
reached with the second Coast network.
For the ver) best availabilities, call CBS Radio
Spot Sales or COLUMBIA PACIFIC
The West's Most Powerful
RADIO NETWORK
RADIO RESULTS
food
fiour
SPONSOR: Quaker Oats Co. AGENCY: Clinton E. Frank Co.
CAPSULE CASE HISTORY: hi an effort to increase
sales for Aunt Jemima Selj-Rising Flour in the New
) ork area, the Quaker Oats Co. launched a radio cam-
paign. With two daily programs on WWRL, Doc Wheel-
er's Morning Spirituals and Dr. Jive, in the afternoon
(three 15-minute segments a week each), sales soared
"considerably" in a year's time. Cost was $250 a week.
WWRL and the Quaker Oats Co. started a joint mer-
chandising campaign using window displays, posters,
counter cards and contests.
\\ \\ I! I „ \,u \ rk
PROGRAM: Doc Wheeler's Morning
Spirituals; Dr. Jive
food
frozen
SPONSOR: Seiler Foods Inc. AGENCY: Doremus & Co.
CAPSULE CASE HISTORY: After a four-month ab-
sence, this advertiser of quality frozen food specialties
(most popular of which is clam chowder) resumed a
schedule of 16 announcements weekly on four stations.
After the first week back on the air, Seiler reported a
60% increase in radio-advertised products compared with
a 15% increase in non-advertised products. Seller's con-
centrates copy on one or two items at a time, now uses
participations (mostly morning) in programs featuring
local personalities.
WBZ, WEEI, WHDH, WN AC, Boston PROGRAM : Participations
food
meat
SPONSOR: Hunk & Chunk Slaughter House AGENCY: Direct
CAPSULE CASE HISTORY: A WSPD salesman was try-
ing to increase the Hunk and Chunk schedule of 16 an-
nouncements per week on Thursday, Friday and Satur-
day. The salesman was told the company wasn't even sure
the announcements they had were doing any good. That
weekend, without the client's knowledge, the salesman can-
celled all 16 announcements. The following Monday the
client reported he was sure the announcements weren't
doing any good because his Friday and Saturday sales
were $1,500 less than they'd been the week end before.
Now the client is convinced of the power of its schedule
WSPD, Toledo PROGRAM: Announcements
food mea*
SPONSOR: The Meat Center AGENCY: Direct
CAPSULE CASE HISTORY: To advertise the change in
ownership, The Meat Center bought a one-minute com-
mercial on Thursday, Friday, ami Saturday on WMIE's
The Gospel Train. The show was aimed at the Negro
audience of the South Florida area, offered watermelons
for 10c apiece with each purcliase of meat. By the end
of the week some 650 customers specifically asked for
the special. Sponsor commented that the campaign cost
less than a once-a-week Negro newspaper ad he'd used
and got far better results than expected. Cost of the
three commercials: $27.
WMIE, Miami PROGRAM: The Gospel Train
food
sodas
SPONSOR: College Soda Shoppe AGENCY: Direct
CAPSULE CASE HISTORY: During an 18-week media
test on WDVA, the College Soda Shoppe used no other
advertising at all. The announcement schedule chosen
was a one-minute announcement five times per week on
the Night Train show, m.c.'d by Earl Slogner. Cost:
$182. Result: Business tripled over previous 18 weeks.
Sponsor agreed that initial campaign was chance-taking
measure but results more than proved value. WDVA sale
in this unusual category, sponsor says, was excellent
creative selling effort.
WDVA, Danville, Va.
furniture
PROGRAM: Night Train
general
SPONSOR: Smith Furniture Co. AGENCY: Ideas Inc.
CAPSULE CASE HISTORY: /„ order to check the effec-
tiveness of its advertising campaign for its client, Ideas
Inc. kept cost figures on the advertising done by the Smith
Furniture Co. The agency discovered that gross business
for three months of 1955 was 62% above the same period
in 1954. The advertising that produced the jump was an
announcement schedule on KLIF, Dallas. Cost of the
productive announcement campaign for the three-month
period was $521.
KLIF, Dallas PROGRAM: Announcements
furniture
general
SPONSOR: The Cole Furniture Co. AGENCY: Direct
CAPSULE CASE HISTORY: This sponsor has been ad-
vertising on WDVA since the station began operations in
1947. In order to run a check on the effectiveness of its
advertising, the client offered a free gift to listeners who
would drop in. The announcements ran before 6:30 a.m.
Monday through Friday for two weeks and brought 2,400
people into the store, each of whom was given a yard-
stick. In addition to store traffic rising, sales climbed to
an all-time high. Campaign resulted in advertising in-
crease to six five-minute segments per week.
WDVA, Danville, Va. PROGRAM: Announcements
fUmitUre general
SPONSOR: Furniture Mart AGENCY: Murphy & Lang
CAPSULE CASE HISTORY: After having tried a variety
of other advertising vehicles with little or no success, the
Furniture Mart tried radio. The first buy made was a
Gene Barry remote disk jockey show Monday through
Friday from 2:30 to 3:30 p.m. Encouraged by the initial
attempt, the sponsor then purchased a Saturday after-
noon program from 2:00 to 5:00. The combination
proved so powerful that business rose 30% from August
1954 when the schedule began. Weekly cost: $520.
WING, Dayton PROGRAM: Gene Barry
48
SPONSOR
You reach more people... and sell more people
in New York's Capital District
and in 33 counties of New York and New England
when you use
the General Electric Station
•According to a recent study of radio homes by Alfred Politz Research, Inc.
Represented Nationally by Henry I. Christal Co.
New York, Detroit, Boston, San Francisco, Chicago
This ad appearing in Broadcasting Magazine, Sponsor and Broadcasting Year Book
26 DECEMBER 1955
49
SUNDAYS, MONDAYS and ALL WAYS
WOLF
has a lion's share of audience
SUNDAYS (daytime)
MONDAY
thru SATURDAY
Mornings 8 A.M. -12 Noon
32 6% 1st Place
WOLF
Share of Audience
16.9% 2nd PLACE
Afternoons 12 Noon-6 P.M.
33.3% 1st PLACE
Evenings 6 P.M. -10:30 P.M.
29.7% ..1st PLACE
everywhere you go . . .
MONDAY thru FRIDAY 9 A.M. to 5 P.M.
Barber Shops 50% (tie) 1st PLACE
Beauty Shops 31% 1st PLACE
Cleaners 23.1% ..2nd PLACE
Dentists 24.6% 1st PLACE
Drug Stores _ 36.4% 1st PLACE
Grocery Stores 47.3% 1st PLACE
Service Stations 51 % .....1st PLACE
RATING for RATING - RATE for RATE
in CENTRAL NEW YORK it's
FREE
. Get the whole story cover-
ing home-auto-store listening, 4 and 8 year
trends, TV operating hours, also new (October
1955) Business Establishments Survey. In-
cluded are the basic market facts on popula-
tion, labor force, industrial work hours, auto-
mobiles, telephones, and monthly sales compari-
sons. Ask for your copy of The Syracuse Inside
Story.
50
WOLF
SYRACUSE, NEW YORK
National Sales Representatives THE WALKER COMPANY
SPONSOR
RADIO RESULTS
furniture
general
SPONSOR: \V;iy.i.l«- Furniture AGENCY: Direci
I U»S1 i i i \SE HISTORY; The Wayside Furniture < <•
n i/\ current nnlio advertising last December at the
Millie time that it dropped all its newspaper advertising.
Using nine announcements weekly i<// */ cost oj I*
weekly ), John Mingle, manager, •></>>, he now "can point
to facts in black and white which show thai our sales have
increased 30' i , /// fact, we'll go further and say that oni-
on! of every lour customers is the direct result of out
radio advertising on It KHX. . . ."
WKBN, Youngrtown, Ohm PROGRAM: Announcements
gardening pi™* food
furniture i
ablcs
SPONSOR: Blackstone Corp. AGENCY: Direci
CAPSULE CASE HISTORY: To announce the close-out
sale of its subsidiary, the Elite Furniture Co., this James-
town firm decided on a special campaign of announce-
ments and participations oier a six-week period. Ad Man-
ager James E. Peters selected radio "primarily to get
penetration in an area encompassed in a 50-mile railius
jrom all sides of Jamestown." The results justified the
expenditure 62 to 1 : The tables sold brought in more
than $62 of sales revenue for every $1 spent on radio
advertising, Peters told WJTN officials.
WJTN, Jamestown, N. Y. PROGRAM: Announcements
gardening consultant
SPONSOR: John I). Lyon, Inc. AGENCY: Direct
CAPSULE CASE HISTORY: This spring the sponsor
signed for two live-minute programs weekly at the early
hour of 6:00 a.m. — but it signed somewhat reluctantly
since it didn't think a program at that time would reach
enough home and gardener listeners. Results started
coming in. however, on the very first day. The sponsor
increased the schedule to three programs weekly and
u. . . there has never been as much direct result from
advertising as has been occasioned through these . . .
programs," John D. Lyon told the station. Cost: $27.
WBZ. Boston
PROGRAM: New England Farm Hour
gardening Piant
its
SPONSOR: Cedar Ave Nursery AGENCY: Direct
CAPSULE CASE HISTORY: The Cedar Avenue Nursery
bought a five-day schedule, but had to suspend announce-
ments after three days to replenish stock. It took 25
10-second announcements over KBIF to produce what
owner Joe De Lecce describes as "without a doubt the
most successful advertising campaign I have ever had.
From this advertising I have had the best run of busi-
ness experienced since I have had my nursery." The
three-day campaign cost $30.
KBIF. Fresno PROGRAM: Announcements
SPONSOR I Del tntad Cardan AG1 NCY: 1
i M'Mii i \s& HISTORY: Sponsor matched product
to mow u thought most likely to reach potential cus-
tomer and had tremendous success. Enchanted Garden
nt tin announcements pei week on early morning
Hill Country Journal between 3 June ami 11 August.
To bring the total up to 66 announcements for the bal-
ance of their contract they uud .', announcements a week.
It the end oj the campaign Enchanted Garden had re-
ceived 788 orders; or just about 12 orders per announce-
ment. ( ,,,/ pei order was 1J.
UMI- l;"->ton PROGRAM: WEE] Countrj Journal
gardening
rose bushes
SPONSOR. Hou & Garden
Sjiei
V.GENCJ Parka \ Irertiaing
Inc.
CAPSULE < IS] HISTORY: Figuring that if an early
bird can catch a norm tin' ideal place to catch a gar-
dener is on an early morning program, the tponsoi
turned to WCAU's Sunrise Salute (6:30 to 7:00 a.m.
Monday through Saturday) to sell rose bushes. Using
three announcements the first week and six the second,
the client sold a total of 283 rose bushes at |3.98 each.
Sales totaled $1,426.34 as a result oj the nine-announce-
ment schedule that cost House & Garden Specialties $375.
PROGRAM: Sunrise Salute,
Announcement!
WCAU, Philadelphia
grocery products general
SPONSOR: Lewis Jones Grocery AGENCY: Direct
CAPSULE CASE HISTORY: This grocery launched a se-
ries of announcements on WDAK's Drain \1 Show in
June. It was so successful that by October Lewis Jones
decided to expand his advertising, bought a schedule con
sislmg of an hour anil 2D minutes of solid time on Sat
urday mornings for the Lewis Jones Open House show
After the first broadcast, business rose $500 above pre
vious Saturdays; by the third week, it was up SI. 100
Since June, reports Jones, his over-all sales have in
creased 30' < . His Saturday radio show cost^ (60 a week
PROGRAM: Announcements;
Lewis Jones Open House
WDAK, Columbus, Ga.
grocery products
soap
SPONSOR: Knolar "Nola" Hake At.l.M Y: M cKee & Albright
CAPSULE CAM! Ill- loin : 4fter developing a new,
larger-size package of soap flakes, the sponsor minted
I 1 I to get the new packages on grocers' shelves, and [2]
to get housewives to take the packages off the sh*
Two participations weekly were bought on Kitchen
Kapers at a weekly cost of $120. titer 13 weeks, the
president of Knolar said. "The Xola advertising on IT' IP
has done the best job of any single advertising effort to
increase Xola sales, ft provided the extra distribution
anil extra push which was necessary to start our sale-,
curve rising in this competitive mark*
WIP, Philadelphia PROGRAM: Kitrhm Kapers
26 DECEMBER 1955
51
...{& Qm:)6u &)OtjA
\
E
P
REE & JT ETERS, INC
Pioneer Station Representatives Since 1932
NEW YORK
250 Park Avenue
PLaza 1-2700
CHICAGO
230 N. Michigan Ave.
Franklin 2-6373
DETROIT
Penobscot Bldg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
Fortune 3349
HOLLYWOOD
6331 Hollywood Blvd.
Hollywood 9-2151
52
SAN FRANCISCO
Russ Building
Sutter 1-3798
SPONSOR
'$
'M MM 7fe lac///
■ HE lady who selects cartons and cms and bottles from the shelves "I hei
Favorite Store has an unbelievable number of suitors . and ever) one ol them trie
every trick in the book to persuade her to pick up his package
The Colonel has observed that one of the best tneks ol all is to practicall) live
with the lad) at home ... to call on her again and again ami again at times when she
in the mood to think about soap or soup, or whatever you sell dial she buys regular!)
Moreover, the Colonel has a carefully worked out selection ol Plans designed to turn thai
trick through daytime television — where rates are lou and feminine interest is high.
These Plans are neither difficult to achieve nor expensive to buy, und it costs
absolutely nothing to find out how they work. Your Free & Peters Colonel would like to
drop his hat in your office and show them to you.
Representing
VHF Television
Stations:
EAST — SOUTHEAST
VHF CHANNEL
PRIMARY
WBZ-TV
Boston
4
NBC
WGR-TV
Buffalo
2
NBC
WWJ-TV
Detroit
4
NBC
WPIX
New York
11
IND
WPTZ
Philadelphia
3
NBC
KDKA-TV
Pittsburgh
2
NBC
WCSC-TV
Charleston, S. C.
5
CBS
WIS-TV
Columbia, S. C
10
NBC
WDBJ-TV
Roanoke
7
CBS
WTVJ
Miami
4
CBS
MIDWEST — SOUTHWEST
WHO-TV
Des Moines
13
NBC
WOC-TV
Davenport
6
NBC
WDSM-TV
Duluth-Superior
6
NBC
WDAY-TV
Fargo
6
NBC-ABC
WCCO-TV
Minneapolis-St. Paul
4
CBS
KMBC-TV
Kansas City
9
ABC
WBAP-TV
Fort Worth-Dallas
5
ABC-NBC
KFDM-TV
Beaumont
6
CBS
KENS-TV
ll/rfT
San Antonio
5
CBS
WEST
KBOI-TV
Boise
2
CBS
KBTV
Denver
9
ABC
KGMB-TV
Honolulu
9
CBS
KMAU — KHBC-TV
Hawaii
KRON-TV
San Francisco
4
NBC
26 DECEMBER 1955
53
RADIO RESULTS
grocery products
soaps
SPONSOR: Tid) House Products Co.
AGENCY, Buchanan
Thomas, Omaha
i \PSI II c\M-: HISTORY: The sponsor, a heavy re-
gional air advertiser, made a premium offer on 74 radio
and sia it stations for a period of 10 weeks. Listeners
could fiel eight large food save/ plastic bags for 25c and
one box top from Perfex Super Cleaner. When the pro-
motion was over mid the result tabulated, the average
i ost per-order was 39.18c. KMA led the field with a
cost-per-order of 3.95c about 10% of the average cost.
Stations used 15-minute homemaking strip, as did KMA.
KMA, Shenandoah, Iowa PROGRAM: Edith Hansen
home appliances dock radios
SPONSOR: Hill Tv and Radio AGENCY: Direct
CAPSULE CASE HISTORY: A man who was inclined to
doubt that radio had any listeners at night — he's installed
more tv sets than any other mercliant in Hamilton — dis-
covered that nighttime radio greatly increased his sales.
He moved $15,000 in merchandise in a three-day period
following an offer on a two-hour request show. Announce-
ments were made on the 8:30-10:30 p.m. program that
new clock radios, valued at $69.95, would be sold for $30
with the trade-in of any old clock. Two days later 115
clock radios had been sold. Cost: $225.
PROGRAM: Two-hour
All Request Show
CHML, Hamilton, Ontario
home appliances radios
SPONSOR: Goodyear Service Stores AGENCY: Direct
CAPSULE CASE HISTORY: Three Goodyear Service
Stores used radio to announce the fact that they were giv-
ing away turkeys with every purchase of a GE Refrigera-
tor. Morning and evening announcements Monday
through Saturday in one week cost $450. After all the
turkeys were sold out, hams were given with the refrig-
erators and after all the refrigerators were gone, GE
Ranges were pushed. In that week the sponsor took in
$26,000 and believes much of it was due to the radio
announcements.
WMIE, Miami PROGRAM: Gospel Train "Cracker Jim"
hOme applianCeS refrigerators
SPONSOR: B. F. Goodrich Store
AGENCY: Direct
CAPSULE CASE HISTORY: /„ order to test radio as a
medium for specific sales, the B. F. Goodrich Store man-
ager placed an order for 18 announcements in three shows
in one week. Six announcements each in Cuzzin Al, Dr.
Jive and WDAKapers led to the sale of 11 Kelvinator
refrigerators. The successful test cost only $54 and re-
sulted in the steady use of 20 announcements a week by
the store since. No other advertising medium was used
during the test week, allowing sponsor measuring tool in
future ad campaigns.
home appliances
television
SPONSOR: Roche, Inc. AGENCY: Direct
CAPSULE CASE HISTORY: During Roche's "Pioneer
Days" promotion, the store sponsored a mystery tune con-
test on WSCR. In three days special operators handled
more than 1,800 contest phone calls. The turn-out of
customers for radios, tv sets and other appliances was
described by the sponsor as "overwhelming!" Dubious
at first of the results radio could produce, Roche now is
a confirmed and regular WSCR advertiser, according to
the station, ready for new radio promotions.
WSCR, Scranton PROGRAM: Freddie Chapman
home appliances
unit installations
SPONSOR: Mabee Plumbing Co. AGENCY: Direct
CAPSULE CASE HISTORY: A guessing contest on ra-
dio pulled 17,312 prospects for the Mabee Plumbing Co.
A 20-acre pumpkin field was selected and contestants
were asked to guess the number of pounds to be har-
vested from it. Clues were displayed in the Mabee show-
room and 78 announcements were run over WPEO. Cost
was $7.65 an announcement. After the contest the sales
staff went to work on the mailing list compiled from the
postcard answers. Months later, sales are still coming
into the Mabee Co. for their kitchen installation units as
a result of the contest.
WPEO, Peoria, 111. PROGRAM: Announcements
home appliances unit installations
SPONSOR: Dresser Equipment Co. AGENCY: Direct
CAPSULE CASE HISTORY: A Hartford firm specializ-
ing in new and remodeled kitchens was a bit skeptical
about radio as a source of leads. The product cost often
ran into four figures and presentation was technically
difficult. On the advice of the local station a test vehicle
was selected: a program of good, classical music heard
on Sunday afternoons. This had adult appeal and would
be heard by men as well as women. The commercials
were designed to be unobtrusive and personal. Result:
Shotv produced many choice leads and sales.
WDRC. Hanford PROGRAM: Music of Distinction
household
blankets
SPONSOR: Crown Furniture Store AGENCY: Direct
CAPSULE CASE HISTORY: Crown Furniture Store de-
cided to test radio pull with a special Sunday morning
telephone promotion on 90 blankets it had in stock. Store
bought eight announcements for 7 November. Blankets
sold for $7.77 and were available for 77c down and $1
a week. A number of special operators were placed in
the store to take calls. By afternoon the 90 blankets in
stock were completely sold out and 90 more had to be
ordered from Atlanta. Store also opened 54 new accounts
as a direct result of the radio promotion. The cost to
sponsor was $36 and netted company $1,398.60.
WDAK, Columbus, Ga.
PROGRAM: Announcements WKAB, Mobile
PROGRAM: Announcements
54
SPONSOR
IN GEORGIA...
you can have your
and eat it, too!
The
GEORGIA
Buy the GEORGIA BIG 5-
get the added sales power ot
local merchandising support!
The sale you start with your spot
is clinched hy the point of sale
merchandising support supplied
by each Georgia Big 5 station. In
addition you can count on a full
array of selling aids: trade calls
bj station personnel s\ ho are your
dealers' neighbors . . . trade mail-
ings and tune-in announcements.
Your Avery-Knodel man will gi\e
you full details!
CHECK these important
FACTS ABOUT GEORGIA
In the two year period ending 1954:
□ Georgia radio homes UP 22°o
Q Georgia population UP 17%
G Georgia automotive sales . UP 43%
□ Georgia retail sales UP 13%
Four good reasons why Georgia
deserves deeper penetration than
ever before . . . deeper penetration
than one-station coverage can
give! Ask for nil the facts about
the big new growth of Georgia!
the station group that gives you all
the practical advantages of a
network... plus all the local
impact of home-town programming!
You know the intense listener loyalty that stations command locally. You
know the Strong dealer influence that stations wield locally. \ou you sail
have these local advantages of five long-established stations. ..PI l S time-
saving network economies— with the GEORGIA BIG 5! Five leading
stations in one buy . . . involving only one bill.
The
GEORGIA BIG 5
is your big Georgia buy...
more Georgia homes
at less cost per minute!
The Georgia Big 5 delivers 83
yes XV' — tit" all Georgia radio
homes! More Georgia homes— at
less cost per minute— make the
Georgia Big 5 your big buy— your
best buy— in the nearly S3 billion
Georgia market.
WGST
Atlanta
S.OOOW ABC
WGAC
Augusta
S.OOOW ABC
WTOC
Savannah
5.000W CBS
WRBL Columbus S.OOOW CBS
AVt KY-KNUU Li-, InC. National Representatives
26 DECEMBER 1955
55
RADIO RESULTS
household
bottled gas
5P0NS0R: Worsham Gas I o. AGENCY: Direct
i VPSULE i VSE HISTORY: Radio announcements
brought the Worsham Gas Co. so much business that the
home office sent this telegram to the station: "Cancel all
advertising. I noble to handle all the business your sta-
tion hus developed for us." The company had used three
announcements daily advertising bottled gas service to
subscribers anywhere the announcements were lieard.
Three necks of announcements cost $153.90 and brought
responses by mail and phone from listeners up to 100
miles away.
\\MI\. Mi. Vernon, 111. PROGRAM: Announcements
household
clocks
SPONSOR: Star Import Co. AGENCY: Fitzmorris Agency
CAPSULE CASE HISTORY: On the premise that the
nest time to sell listeners a cuckoo clock tvould be when
they were getting up in the morning, the sponsor used a
iix-week announcement schedule on Sunrise Salute. De-
spite the relatively high price of $5 for a mail order item,
the sponsor grossed $4,495 with a schedule of one and
two announcements daily. Cost of the announcements on
the Monday through Saturday morning disk jockey shoiv
was Sl,440. Results reversed sponsor's thoughts on early
morning radio.
PROGRAM: Sunrise Salute,
Announcements
WCAU, Philadelphia
household cookbook
SPONSOR: Cookbook Sales AGENCY: Direct
CAPSULE CASE HISTORY: The sponsor, publisher of
the Encyclopedia of Cooking, offered a new cookbook
every week for 26 weeks on WHAM. The cookbooks
were available in four grocery chains in the WHAM
listening area. However, the radio announcements were
the only advertising used by the publisher. At the end
of the campaign, the sponsor wrote to the station and re-
ported that more than 427,000 cookbooks and binders
were sold as a result of the WHAM advertising. Sales
lopped an} previous campaign, the sponsor said.
WHAM, Rochester PROGRAM: Announcements
household
diaper service
SPONSOR: Dy-Dee Service AGENCY: Direct
CAPSULE CASE HISTORY: Up to a year ago, Ed Price,
manager of Dy-Dee, spent up to 14% of the firm's sales
revenue for advertising; it went into direct mail and di-
rect contact with about 70% of the prospective mothers
in the area. Since using radio advertising, however, the
company has increased sales by one-third, yet appropri-
ates only 7% of its sales total to radio advertising.
Price uses participations (260-time rate, $8). "We be-
lieve that in radio we have found the most efficient
method of selling," he says enthusiastically.
KPHO, Phoenix PROGRAM: Make Mine Music
household
flooring
SPONSOR: Ohio Floor Covering AGENCY: Direct
CAPSULE CASE HISTORY: A Cleveland rculio station
sold so effectively that it lost business as a result.
When Ohio Floor Covering planned a three-day sale, a
'.^-announcement schedule was bought. Eight announce-
ments were planned for the day preceding and each day
of the sale. Before tlie end of the first day of the sale,
Pat Michaels, president of the store, called to cancel the
remaining two days' schedule. All of the merchandise
had been sold out.
WJMO, Cleveland PROGRAMS: Polka Party and Jockey-
John Show, Announcements
household
plumbing
SPONSOR: Montoya Bros. Plumbing Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Montoya Bros. Plumb-
ing Co. says: "When we took advertising with Jose Galle-
gos we were sure we would get good results, because of
his large listening audience and sales ability." They do
no other advertising. "However," they state, "we didn't
expect anything like the response we have received."
After the first eight one-minute announcements on his
program, and as a direct result of this advertising, they
sold $30,000 worth of plumbing and construction, with
orders still coming in. Each announcement costs $3.30.
KABQ, Albuquerque, N. M. PROGRAM: Jose Gallegos
household
pumps
SPONSOR: Fairbanks, Morse & Co. AGENCY: The Buchen Co.
CAPSULE CASE HISTORY: At 9 o'clock the morning of
a flood in Chicago, the company called the station to place
as many station break announcements as possible to in-
form the public that sump pumps, de-watering pumps,
electric motors and emergency generating sets were avail-
able. Some 40 announcements went on the air — the first
at 11 a.m. and the last at 10:48 p.m. On that day alone
375 sump pumps ranging in price from $65 to $140 were
sold as ivell as every de-watering pump in stock at double
that price. Sales continue to be made as a result of con-
tacts made all that day.
WGN, Chicago PROGRAM: Station breaks
hOUSehold saw sets
SPONSOR: Pennsylvania Saw Sets (Penn Saw) AGENCY: Direct
CAPSULE CASE HISTORY: The sponsor, selling a han-
dle with four interchangeable saw blades, contracted for
four weeks of participations on Sunrise Salute. Results
were so good, however, that he renewed four times (in
two week cycles). At the end of 12 ueeks he had re-
ceived 1,351 orders at $2.98 each. Thus, for an advertis-
ing expenditure of $1,440.00, he got $4,025.98 worth of
business. The schedule ran from 1 February 1954 through
24 April 1954 between 6:00 and 6:45 a.m. Results, says
sponsor, makes him top radio supporter.
WEEI, Boston PROGRAM: Sunrise Salute
56
SPONSOR
More Farm Programs Make
KMA Your Best Farm Buy
KMA has 22 Hours of
Farm Programs Weekly
in the Nation's No. 7
Farm Market.
Farm Programs on 18
other Leading Corn
Belt Stations Average
only 81 2 Hours Weekly.
— Locations of stations
shown on map at right
You'll sell more to farmers when you use the station that serves
them best. And for 25 years in the Nation's Number 1 Farm Market
that station has been KMA. Figures in the October, 1955, Spot Radio
Rates and Data show that KMA carries almost three times as much farm
programming as the average of stations in the Corn Belt.
Farmers listen faithfully to KMA to get the news and information
that interests them most — complete and frequent weather forecasts and
market information, up-to-the-minute coverage of important agricul-
tural events, stories on new advances in farming, human interest features
about people in their area.
KMA's two full-time farm directors are both Ag college graduates.
They travel over 75,000 miles every year to make sure Corn Belt farmers
get the information they want . . . and you get the big, loyal audiences
you want.
Jack Gowing, KMA associate farm service
director, follows down a lead on more profit-
able hog raising.
Merrill Langfitt, KMA farm director, inter-
views a member of the Russian Farm Dele-
gation that visited Iowa.
'THE HEARTBEAT OF THE CORN COUNTRY
IK<fMJ/A\
5000 WATTS • 960 KC '^Cf\
EMBER 1955
_ SHENANDOAH, IOWA
Represented by Edward Petry & Co.. Inc.
During 7955 the
following Farm
Advertisers have
successfully
used KMA
Allied Chemical & Dye
J. I. Case Tractors
DeKalb Corn and Chicks
Ford-Dearborn Farm
Machinery
Genuine Pfister Hybrids
Cooch's Feeds
Goodrich Farm Tires
International Harvester
Kewanee Farm Machinery
Keystone Fence Co.
Larro Feeds
Myzon
Nitragin Co.
Nutrena
Oyster Shell Products
Pioneer Hy-Line Chicks
Ralston-Purina
Reynolds Aluminum
Farm Buildings
Swivax Vaccine
Wayne Feeds
Plus — 64 other regional and
national farm accounts selling
everything from feeds to
fence posts.
57
I
At the right are 10 key points
which will help you evaluate sponsor
in your 1956 trade paper plans
The
2P0NS0R ADVERTISING FACT SHEET
I t EDITORIALLY, SPONSOR IS rOTALLl Bl IMED rOWARO NATIONAL
ADVERTISERS \\l> \(.l Ni li S. OUR MISSION I- rO CIV] Mil Ml N
Mm I mi i I ill BILLS" GUIDANCE IN PHI EVALUATION IND PURCHASE
iff i v \mi i; Mini 1 1 m i WD PROGRAMS.
/> SPONSORS CIRCULATION 1- Mil PURES1 FOB MM U PURPOSES in Mil
IV RADIO IHADE PAPER FIELD. 01 10,000 CIRCULATION, IBOl I
7,000 (.t) TO NATIONAL VM) REGIONAL AGENCIES \XD ADVERTISERS;
;.i \n\ i in [sers, .vino in \i.i m ii -. miat's 7 oui 01 H>
I— A REM \Kk \H\.\ PINPOINTI ICULATION.
I SPONSOR IS Mil USE MAGAZINE 01 im INDUSTRY. i\ BASICS, RADIO
(ASICS, l\ RESIT.TS, RADIO RESULTS. FILM BASICS, T\ DICTIONARY,
riMEBLVLNC BASICS, I\ \NI> RADIO STATION BUYERS' GUIDE, TIME-
BUYERS OF THE I. S.. \\n MANY, M\\\ MOKE PROJECTS \I(E EXAMPLES
iff SPONSOB USE VALUE. SPONSOR AVERAGES 2. "ill i\Hiii\iMiii\ REQUESTS
MuN MI1.Y FROM Al>\ I i; I [SI RS \M> \'-l M II 5.
4. ALL IMPART! VL M.IM 1-\M)\I>\ ERTISER-TRADE- PA PER-READEKSH IP-SI I DIES
\Mlil DURING THE PAST TWO \E\RS TROVE SPONSOR'S DECIDED
(SADERSHIP IN ITS FIELD (DETAILS ON REQUEST).
B SPONSOR AVERAGES NI \l!ll 20 PAD) SI BSCRIPTIONS I VI ITS QUALITY PRICE
01 $8 per year) at mm 33 rop mmebuying agencies, at jwt,
BBDO, Y&R, \ND M-E SPONSOR II \- FROM 10 TO CO PAID SUBSCRIPTIONS.
IfcENCY LIBRARIANS REPORTED, IN \ TRADE PAPER STUDY, THAT SPONSOR
IS KEPT one YEAR OR LONGER AS A REFERENCE SOURCE, THE AVERAGE
PUBLICATION SIX MONTHS OR LESS.
about SPONSOR
6. RECENTLY, SRDS I OMPLETED \ ST1 D\ OF ADVERTISING GAINS OR LOSSES
AMONG THE TRADE PUBLK ATIONS OF Ol R FIELD. OF THOSE LISTED ONLY
TWO SHOWED (\IN^ SPONSOR \ND SRDS. SPONSOR^ (.\IN \\ \~- ()\ER 250 PAGES.
/. ALTHOUGH TRADE PAPERS ARE FREQUENTLY REGARDED AS INTANGIBLES,
SPONSOR IS \BLE TO SHOW SPECIFIC RESI ITS i FOLDER
OF EXAMPLES ON REQUEST).
O. SPONSOR IS A PRESTIGE PUBLICATION. YOUR PRESTIGE MESSAGE GETS
THE ADVANTAGE OF SPONSOR'S EX< ELLENT STANDING IN ITS FIELD.
". SPONSOR FIGHTS FOR WORTHWHILE INDUSTRY IMPROVEMENTS, PROJECTS,
AND REFORMS. IT IS REGARDED AS THE FOREMOST ADVERTISING MAGAZINE
IN THIS RESPECT. THIS HELPS PRODUCE A HEALTHY. ACTIVE
CLIMATE FOR YOUR MESSAGE.
1(J# NATIONAL REPRESENTATIVES LIKE SPONSOR. THEY KNOW HOW
THOROUGHLY IT'S READ AND USED. \Sk YOURS WHAT HE THINKS OF SPONSOR.
HE'LL BE GLAD TO TELL YOU. HE KNOWS SPONSOR.
the magazine
tv and radio
advertisers USE
THE INFORMATIVE BROCHURE
"HOW MICH SHOULD A STATION' INVEST
RADE PAPER ADVERTISING"
IS AVAILABLE TO YOU ON REQUEST.
RADIO RESULTS
household
sewing
SPONSOR: Reliable Sewing Machine Co. AGENCY: Direct
CAPSULE CASE HISTOID The sponsor, whose home
office is in Lincoln, Neb., bought one five-minute pro-
gram from 1:00 to 1:05 p.m. on WNAX one day recent-
ly. The Class "B" one-time rate was $30.00. After the
program, II. E. Donohue, partner in the sewing machine
company, wrote WNAX that "The [program] . . . gave
us excellent results. We were very well pleased and shall
probably be wanting the services of your station again
in the near future. . . ." Donohue told the station that
the program produced 326 inquiries.
WNAX, Yankton, S. D. PROGRAM: Five-minute show
nOUSeS new homes
SPONSOR: John J. Eilers, Home Builder AGENCY: Direct
CAPSULE CASE HISTORY: To advertise a new model
home, builder John J. Eilers used 10 announcements in-
viting people to inspect it. The radio announcements,
which ran on two successive Saturdays and Sundays were
the only advertising used. As a direct result, over 2,000
people visited the model home and all 18 available units
were sold. Houses were priced at a little over £6,000.
Cost of the campaign was $120. Sponsor, pleased with
radio result, is looking forward to new campaigns.
KSO, Des Moines, Iowa PROGRAM: Announcements
houses
new homes
SPONSOR: Carl Moore AGENCY: Advance Advertising
CAPSULE CASE HISTORY: Carl Moore, a builder, had
55 neiv $9,000 homes to sell in Clovis, Cal. Clovis is lo-
cated 15 miles outside of Fresno. In order to reach as
many potential buyers as possible in a limited time,
Moore decided to schedule 50 one-minute spots over
KBIF within a six-day period. He also bought eight one-
minute announcements over KBID-TV which he scat-
tered throughout Thursday, Friday and Saturday. By
the end of the week only one house remained; 54 were
sold. Total gross was $486,000. Cost: $336.
KBIF, Fresno PROGRAM: Announcements
HOUSeS new homes
SPONSOR: Hutchinson Realty Co. AGENCY: Direct
CAPSULE CASE HISTORY: As its first venture in radio
advertising, this sponsor bought a two-hour remote pro-
gram broadcast from its Sunny Acres and Mar-Lee Man-
or developments. After the first show, three houses were
sold (time cost was $182). Pleased with the results, the
firm signed for 13 more remote shows, one weekly, and
five announcements daily for 13 weeks (26-time rate
for one-minute announcements is $9.35). At the end of
the second week, six homes were sold; after the third,
nine were sold until the firm reached a peak of 29 sold
in one week. Sponsor called results "fabulous."
KTLN, Denver PROGRAM: Two-hour remotes, Announcements
houses n
hor
ew homes
SPONSOR: John F. Long, Home Builder AGENCY: Al Pole
CAPSULE CASE HISTORY: Saturation announcements
on five Phoenix radio stations, along with some tv and
newspaper ads sold 225 homes in six weeks for Builder
John F. Long. The competition in this area is keen, as a
great number of housing projects are being built simul-
taneously. John F. Long is convinced that the radio cam-
paign, which costs approximately $4,000 a month, plays a
large part in popularizing his Maryvale Terrace homes.
The schedule is for six months with good chance for
healthy renewal.
KPHO, KOY, KOOL, KRIZ, KRUX, PROGRAM:
Phoenix, Arizona Announcements
hOUSeS trailers
SPONSOR: Conolly Motor Service AGENCY: Direct
CAPSULE CASE HISTORY: The Conolly Motor Service
bought one announcement daily on WFOR, using the
same time each day. Results were good and one day W .
B. Conolly, owner of the firm, decided to advertise a
house trailer — the first time he had used radio to adver-
tise such an item. "Almost immediately," he says, "we
began to get phone calls and personal visits from people
who ivere prospects . . . we sold the trailer after only
four announcements. . . ." The announcements cost $4.05
each on a 105-time schedule.
WFOR, Hattiesburg, Miss. PROGRAM: Announcements
VariOUS baby chicks
SPONSOR: Bridgeport Lumber & Supply Co. AGENCY: Parker
CAPSULE CASE HISTORY: Company ran a large ad in
local evening paper offering 25 high-quality baby chicks
free with every purchase of 25 pounds of chicken feed.
By 11:30 the next morning not one sale had been made.
A call placed six announcements on WKNX for the same
day between 12:30 and 3:30 p.m. Five minutes after the
first announcement calls started pouring in. By 3:30
that afternoon 3,500 chicks had been given away and
over two tons of Kasco Feed were sold. Total cost was
$35, or one-fourth that of the newspaper ad. Lumber
officials comment: "Who said radio was dead."
WKNX, Saginaw, Mich. PROGRAM: Announcements
various book
SPONSOR: North American Stevens Co.
AGENCY: Direct
CAPSULE CASE HISTORY: To promote its car book in
the Los Angeles area the North American Stevens Co.
bought lo-minute e.t.s on Sunday evenings for four
weeks. Orders started pouring in so fast that one com-
pany official, Mr. E. Schwartz, said, "KNX gave us our
lowest order costs of any station used during our cam-
paign. Orders keep coming in even from repeats on the
same time spots." Program cost $169.97 a week. As a
result, North American has started a 13-week series on
KNX this month (January).
KNX, Los Angeles PROGRAM: 15 minute e.fa
60
SPONSOR
RADIO RESULTS
VariOUS catalog
SPONSOR: Grossman*! Lumber Co. IGENCTi Cooperative
Advertising
CAPSULE CASE HISTORY The L8 outlets of Gross-
man's Lumber Co. handle a complete line oj building
materials. " hen the firm bought participations in Morgan
Baker's Sunrise Salute it used the first two weeks <>) the
contract to advertise a 95-page do-it-yourself catalog.
Two announcements a day, six days a week, brought
I. 18 I inquiries at a cost -'/ $240. Inquiries cume in from
2'J counties in five states nt n cost of 17c per inquiry to
gain (in extra salute for If III from Grossman's.
Will. Boston PROGRAM: Sunrise Salute
VariOUS cement blocks
SPONSOR: White Block Co. \U \< } : Direct
CAPS! I I I VSE HISTORY : Harold U hite went into the
cement block business seven years ago. Five years ago
he started advertising. He used only one medium — ra-
dio. And lie used only one radio station. KREM. Each
year It hite put 2' ', of his total volume into the KREM
advertising on a ycnr-'rouml basis, even though the con-
struction industry is a seasonal business. White happily
reports that his advertising has paid off ; at the end oj the
fourth consecutive year of advertising his annual sales
volume has doubled.
KREM, Spokane
PROGRAM: Announcements
VariOUS drug products
SPONSOR: The Lexino Co. AGENCY: Direct
« APSUIi CASE HISTORY: This sponsor sells direct to
drug stores but uses radio advertising to stimulate con-
sumer sales. Lexino has been running participations on
the daily Polish-American Hour (9:00-10:00 a.m.), plus
an announcement schedule at various times. After re-
neuing the full schedule recently, the sponsor wrote
If SCR: "Congratulations on a mightily well-run radio
station and a proved receptive group of listeners." Class
"II" announcements and participations, at the 200-time
rate, are $6.10 each over JVSCR.
WSCR, Scranton PROGRAM: Polish-American Hour, Anncts.
VariOUS employment
SPONSOR: Natl Employment AGENCY: Max Walter Adv.
Information Service
CAPSULE CASE HISTORY: The sponsor used six an-
nouncements, one each day, on the JT/A'G Dave Jacobs
Hill Billy Show to invite phone call or letter inquiries
from potential employers and employees. The shotv is on
from ri-.Oo to 6 p.m. These announcements alone brought
484 phone calls and letter replies. The cost for each an-
nouncement was $15 or a total of $90. Sponsor felt that
results in the employment field has excellent testimonial
to radio's inquiry ability.
WING, Dayton, Ohio
PROGRAM: Dave Jacob? Hill Billy
Show, Announcements
VariOUS enrollment
SPONSOR Depl ol Veti rani Ml lirs,
\ . i- I md \' i
■
( IPS" M. I w: HISTORY The sponsoi recently ran a
campaign to enroll veterans in a special construction
emu, e. The schooling wis offered at HontreaPs Techni-
cal School and mis being promoted in various media by
the Department of I eterans Affairs, Veterans Land Act.
Shortly after the end of the campaign an official of the
i claims' affairs department wrote to the station and $aid
its objective enrollment of 240 veterans in the course —
was attained through the < K If campaign,
I K \C, Montreal PROGR \M: Announcements
various ,
ixativc
SPONSOK: McMillan Products Co. \<.l\< Y: D
1 tfSl M I VS1 HISTORY The ip« who lays
a< res of cement floors, developed a product which would
allay the "dusting" common to such floors, (.ailed Dus-
Top, the product was so successful on McMillan's own
jobs the firm decided to offer it on the retail market.
Last \ in ember McMillan bought six announcements over
a two-week period on W]HK. Bui results were so good
company signed for five announcements weekly on a
"till forbid" basis. The firm, which started with 2">
dealers, now has more than 200 Ml the Detroit area.
WJBK, Detroit PROGRAM: Announcements
VdriOUS greeting cards
SPONSOR: Hudson's Bay Co. AGENCY: Direct
CAPSULE CASE HISTORY: Year after year the Hud-
son Bay Co. found it had at least 50 dozen cards left
after Mother's Day and Father's Day. To alleviate the
situation this year Hudson's turned to radio advertising.
Company bought a segment on a daily show called
Casino. Sales began to soar and after the holidays Hud-
son's had only a little over a dozen cards left. In addition
to sales results the general mail-pull from the program
has been excellent. At the end of 28 weeks of sponsor-
ship 48,000 letters received. Cost: $15.56.
CJYI, Victoria, B. C.
PROGRAM: (
various
insurance
SPONSOR: A. H. Cox AGENCY: Direct
CAPSULE CASE HISTORY: When the CIV1 salesman
suggested that Cox buy one announcement nightly on
the station's after-midnight Niteshift program, the in-
surance agent agreed to a trial run -but didn't have
much faith in either the time or the program's ability to
sell insurance. "The trial run is now over," Cox recently
wrote the station, "and I can safely say that Niteshift
has been responsible for more insurance sales than any
other advertising promotion . . . we are renewing for
one year." Daily cost of the campaign is S2.50.
CJM. Victoria PROGRAM: Niteshift
26 DECEMBER 1955
61
Timebuyers
■ I
Timebuyers of the U.S.- Additions
Dozens of readers have written to sponsor since the
I 1 November Timebuyers of the U.S. list appeared.
The consensus: a l>iji thank you for compiling a
list which main commented provided more data on
buyers and their accounts than they'd ever seen
previously, sponsor heard, too, from agencies with
additions and corrections, reflecting the fast-moving
pace of agenc) timebuying departments. The addi-
tions below are intended as a supplement for the
I 1 November list, which is also available in reprint
form; for single copies or quantities i 50c each, quan-
til\ rates on request! write to sponsor Services,
Inc., Kl E. Wth Street. New York. \. Y. Tear out
additions and add to the earlier listin".
Timebuyers from these cities included in original listing
Atlanta
Cincinnati
Glendale, Cal.
Milwaukee
Baltimore
Cleveland
Hollywood. Cal.
Minneapolis
Beverly Hills. Cal.
Dallas
Houston
Muncie. Ind.
Birmingham. Ala.
Washington.
D. C.
Indianapolis
Nashville
Birmingham. Mich.
Denver
Kansas Ctiy. Mo.
New Orleans
Kliiiiruiii hi Hills. Mich.
Des Moines
Knoxville
New York
Boston
Detroit
Lincoln. Neb.
Oakland. Cal.
Cambridge. Mass.
Durham. N.
C.
Los Angeles
Oklahoma City
Chattanooga
Fort Wayne.
Ind.
Louisville. Ky.
Omaha
Chicago
Fort Worth.
Tex.
Memphis
Philadelphia
Portland. Ore.
Richmond. Va.
San Antonio
Salinas. Cal.
San Francisco
Seattle
St. Louis
Terre Haute. Ind.
Tulsa
Tyler, Tex.
Waco, Tex.
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
HOLLYWOOD. CAL.
ANDERSON-McCONNELL
7.11 V. lMBrea (38), Webster 1-1761
JACQUELIN
M. MOLINARO
CHICAGO. ILL.
TATIIAM-LAIRD, INC.
64 E. Jackson Blvd. (I). Harrison 7-3700
GEORGK BOLAS- DIRECTOR
GEORGE STANTON - ASSISTANT
SUPERVISER - PALI. SCHLESINGER
Toni (White Rain, Bobbi, Viv) \ DON GRASSE
Parker (Pens, Pencils) |
Weidemann \ *IM ZTOUK
SI PI RVISOR - ROY BOYER
General Mills (Trix, Surechamp)
Simoniz (Bodyguard, Hilite, [ HAROLD
Ivalon Sponges) { BENNETT
Swanson (Chicken & Turkey Products) J
General Mills (Ki\. Vnswer Cake) 1
Wander } JACK RAGEL
SUPERVISOR - linn SINGLETON
Armour (Ham, Bacon, Sausage, ]
t iimed Meats) j jqhn
Fulham (Fish Products) f SINGLETON
Ibbott (Sucanye)
J. WALTER THOMPSON
HO V. Mirhiuan Air. (11). Superior 7-V303
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
E. R.
Kraft Foods ] FITZGERALD
Swift & Co. (Allsweet) j ELLEN
Indiana Bell. Tel. | ^ y watSON
Libby, McNeill & Libby J. BILL
Quaker Oats (Aunt Jemima | KENNEDY
Pancake and Cake Mixes) | BeR>|£eRLT
Seven-Up Bottling j McTAGGART
BOB ATWOOD
FORT WAYNE. IND.
CLEM J. STEIGMEYER ADV.
Central Bldg., Anthony 1230
Indiana Univ. ~)
Adult Centers | clem j.
Little Toidy f STEIGMEYER
Ridin' Hi Auto Seat I
APPLECATE ADVERTISING AGENCY, INC.
1 00 Minnetrisla Blvd. 3-7707
Ball Brothers, Inc. ~|
National Homes Corp. j. fl
Ninth American Van Lines. Inc.
R. O'SIIEA
DES MOINES. IOWA
LESSING ADV.
910 Walnut Bldg., 3-1149
Stadard Seed
Berry Poultry
Lutheran Vespers
Monroe Co.
Berry Seed Co.
(.11 -wold Seed Co.
Michael-Leonard Co.
Sioux Steel Co.
Super Valu Stores
NELSON ADVERTISING COMPANY
309 Masonic Temple, 8-6555
ED LaGRAVE.
JR.
1
AGENCY. ACCOUNTS. ADDRESS & PHONE TIMEBUYERS
BOSTON. MASS.
THE REINGOLD CO., INC.
69 \eubury St., (16) KE 6-3900
DOROTHY F.
STEWART
DICK NELSON
DETROIT. MICH.
SIMONS-MICHELSON CO.
Lafayette Bldg.. Woodward 3-3000
E. & B Beer } DICK
Velvet Peanut Products \ HUGHES
BROOKE, SMITH, FRENCH & DORRANCE
8469 E. Jefferson (14), Valley 2-9700
V.P. RADIO-TV -HERB BOYLE
MINNEAPOLIS. MINN
OLMSTEAD & FOLEY ADV.
1200 Second Ave., S. (4), Atlantic 8166
AusseU-Miller Milling]
Owatonna Canning
Ft. Dodge Labs
Cloverleaf Creamery Co.
Northland Milk Co.
WARREN T.
WAY
Poplar Canning Co. ( BRADLEY G.
Boutell Bros.
Marshall Wells Co.
Watei man-Waterbury Co.
American I iff SL- Casualty
ST. LOUIS. MO.
MORISON
D'ARCY
Missouri-Pacific Bldg., Central 1-6700
Reunion Paint
1
J. C. COW IDA
I ROBERT
THEIS
J. DOLAN
Anheuser-Busch [. WALSH
Brooks Foods I HARRY
] RENFRO
WILLIAM
JOHN HYATT
62
SPONSOR
.GENCY. ACCOUNT*. ADDRESS & PHONE
UYERS
;\BI)NF.It \l>\. CO.
»J5 Otiv S<r,.f III, l.-ntiul I IJIXI
Dtllll .III 1 1 1 in— . ( ill Mun |
Godefroi Mfg « UUU N
II. III. Mi Dt.isliin, „, M| | I I N
Southwest! in Bell I.I. phoni i mii HOI /i
SwUl l.u.l Shortening) ] J^1 V^((N
K.iNtun Pui hi .
Bavai i ni it. . i
kill I'MCK & VSSOC, INC.
Si'o \ Grand Blvd. (3) laffmrtom 3-1733
It V >
-I Mill M I I II
oi i v\ vn\. CO.
UIH> I in, 1,11 III,. I., J.-ffer.
Sayman Soap Producti Stomas
Kl mi: VI IF £ in \\
Jtoi/u.M Exchange /!/./-.. 611 Ofi,,- S|r,..-i, Main 0-OI27
Kre, Packing] g*-**,,
Banquet < inning 1 ROBEB1 i i i
Grisedieck Bros. Beei ROC1 h
it v< ON
Rl'TI.EDCE & I. Ill II.NFFIl), INC.
317 \.,rlh I III. s/.. W.iin t-32S2
1 1 1 I I v M
Dr. LeGeai Mediant | uiiiik
Dining ( at Coffee i GRANVILLE
I rutledge
FRANK BLOCK AND ASSOCIATES
< ha.r Until, (ft) Furetl 1-62O0
Centlivre Brewing |.
sin hioom-
ENTHAL
WINll S-BRANDON, INC.
1701, Oltvm St. (.1). Chmftnut l-t,380
Miller Chemii .il |
American Packing | % EBNON i
Deep Roik Oil HOBELOCK
_ , „ MBS. R. v.
Carling Brewing | pfETUI M
Manhattan Coffee I
N. W. AVER * SON
30 llockefeller Plaza (2I>). li 64)20(1
SUPERVISOR VAI ENTINI KM I HR
BFNTON & BOWLES
III Madison ivf. (22). Ml IlllOO
Pin-It ) TONY LEE
Prell J'",IN
I GERSTLE
BIOW-BEIRN-TOIGO
I, K> fifth Arr. (19), PL 9-17/7
Al.l NCV . AIXUUNIk. ADDRESS t 'HONE TIMEHUYERS
Donnin
( orp
Plough, lni . i Mittol M ■
i I'i.kIii. U ( .ii p Sti .hi
Irons, Heating
Albert I hit i>. i nt
Mull,. n Wine
■
< l III' II V III. Hi 1 '
i;
Mi tropolii Brewi > v .,i \ I
In. . it hampale
K.m kwell Pharmat .1 t ..
\n n Mi dli lni I". Dandruff)
An.ii. i Radio <
Coll Bevei ige Corp I
i lull I .il >n . Cm. |
it i I ( pound <
Al.l NCY, ACCOUNTS. ADDRESS*. I' HUNT IIMEBUYEHS
I MM. MIH.I I
I ../ II ..'I/. -I I f> 'I ■ ■ "I'
111 s MI.K K \|IH> s I \ LESLII 1)1
I II MM
-I II \< list
J I \\ M
l.ll HON
Rapidol Distributing Corp. ")
Zotox I'll. it in. i. .1 Co |
I / \ s Hydi M |
Block Drug t ... I Minipoo & |
Stera KIeen) ' BETTY NASSE
Rilling I), i inn. in n Oramisi |
I I lui.i i
f layton I abs, Inc. |
< Uroid i und) J
FRIEND-R1 [SS M)V.
:■-•; » . -,iu h St., ( l" i l-l. 7-8O30
ED RATNER RADIO, IV DIKICTOR
Levoloi \ . in tian Blinds '
t .inuu ( III Lulls
I he I"oj ( .iiiii.ui. . t icil
\.l mi Hal stuns. Inc.
shut. i. lit shuts
Dejur Cameras
Standard Unbreakable Watch ( rystals
Pi, •.
VOgUe Dulls
I he Playst hool Mfg. Co.
Christ\ Chemical Co.
y ankee Metal Products
Bill Bread
Rayi
III WMlMl
l
K UtK\
11 It
Ml VN
Kl VMI It
I
•ml |
I., in Oil ||, | v-MJUN
v I llford
Ron]
i n \
1 PARTRIDCI
Cold Medal I nomo)
SSCH
ITT M.,.1,
Kl DNER ACF.NCi
r,7.; VadUon Ive. (22). Ml 8-6700
MEDIA DIRE< H)K 111 (.11 JOHNSON
\ssot MEDIA DIRK rOR-E. C. WEYMOUTH
Amerii.m Home Products] >AT t: yy STf R
Whitehall Pharmacal GERALD
Bond Clothmg Co. I V*JB5°fRS1 V
Nat'l Shawmut Bank | WIENER.
Knickerbocker Beer I SAM VI XT
DOWI). REDFIELD & JOHNSTONE
SOI Madison Irenue (22). Ml 8-1275
VSSOt Ml PI \ DIKICTOR - JOHN MARSICH
Frigidaire , JQW ^K
Goodyear Tire & Rubber (
Iislui ltu.lv Division— GM 1
l. . in i.il Motors Institutional |
CMC rruck .,.-,1 Coach Div. ^..INKR
General Motors (Buick) Natl Spot I
I . \.is Company :
/- ii- t JOHN
Colliers j. >u RPHV
U. S. Tobacco Company ) m\RJORIE
General Motors (Buicki Network f SCANLON
DOYLE DANE BERNBACH, INC.
20 ff. t:ir,l -i. f.-u>>. lO 5-7»7fl
' ""0 n",CljAN GILBERT
Max I actoi v Co. (
MONROE CBF.FNTHA1. ( ().. INC.
lt.% Park In. (22), PL 9-86W
United Artists Corp.")
1 " s'humvn
. li. . (22) Ml n.ii.iHi
t \K I I K PRODI (Is |\(
Vrrid is. (Regular & Chlorophyll, | g^BOIJ
Rise l S tSTBVI
Bingo- Us -I Kl s
CINCINNATI. OHIO
(.1 FNTIIF.R. BROWN £ BERNE, INC
//;,; Bnqutrn Btdg., (2) l.;t)„l.l l-IJIt
HWIIi \
BROU N
..Hi GOBI
Mi li It
MEMPHIS. TENN.
MERRILL KRFMER. IN< ,
l-rin Bxehangm Bldg., (S) Jackson r,- 1 1 1 I
I RNI -I If!
MARSHAL!
SMI Ml
HOMER
i.i \ im
(Stanley-Warner Corp.) |
SAN ANTONIO. TEXAS
CI SICK-SI HWIKKF * NX I l,I>
Jill) farm A II, .m: /t/./c. Ill I" I !';<••. <o,.,l..l
6-9206
IMTI.l K \l)\. ( 0.
12 i iudlUtrimm Ctrctm, ( ■ > / Hrtmnnt 3*6131
The FACS Co. 1 pn, , K ,„
Fchr Baking Co. | Pvr w III! F
Hamh \n.l% Community Stores P' K v
... , -r r PITLIK JR.
J°" LOUIS
Pearl Brewing Co. | pixi.l K
Rocgclcin Provision Co. DR. lot IS
ROSENBERG
26 DECEMBER 1955
63
Here is the first of ABC-TV's major
efforts for L956. Starting January 16, \i:c-
TV is giving afternoon television the big,
nighttime look. Every weekday (3 to 5 I'M
EST) Afternoon Film Festival will present
a different, top-flight J. Arthur Rank movie.
These will be modern films of the type that
is doing so well on ABC-TV Sunday nights.
This means you can sponsor outstanding,
pre-tested TV entertainment (i.e. The Cruel
Sea, The Captive Heart, Always a Bride ) at
a new, low, daytime price. The buying plan
is flexible, designed for large and small
advertisers. The ratings should give one of
the lowest costs-per-thousand in daytime
television. Personable Allyn Edwards as
master of ceremonies will be available to
deliver your sales message. In all aspects
ABC-TV's Afternoon Film Festival should
be one of television's best buys.
abc television network
7 West 66th St.. New York '-■'•. New Yo ~>000
20 North Wacker Drive, Chicapo. Illinois, Andover 8-0800
277 Golden Gate, San Francisco, Underbill J-0077
GO
WEST
To Sell
RICH
ACTIVE
IMPORTANT
Eugene
and
Springfield
OREGON'S SECOND
METROPOLITAN
MARKET
and
FIFTH LARGEST IN
THE ENTIRE
PACIFIC NORTHWEST'
Exceeded only by
Portland, Seattle,
Tacoma & Spokane.
the VAST KERG CBS
Audience in
WESTERN OREGON
IS
ESSENTIAL to
National Advertisers
Represented
Nationally by
WEED b CO.
*SM 1955
CBS^.-lTTwilLA/VlETTEVALLEV
See: Aging-of-the-customer: why dept.
stores need tv to lick it
Issue: 4 April 1953, page 34
Subject: Tv usage by department stores
\iu Jersey's largest department store has signed a 52-week con-
tract with the state's only tv station and its radio affiliate. Bam-
bergers New Jersey will build its campaign gradually on WATV and
WAAT. Newark, with the height of the promotion featuring eight
hours of t\ programing with a heav\ radio and lighter tv announce-
ment schedule.
The air campaign is designed to reach the suburban communities
that have a Bamberger store nearb\ but are not serviced by a news-
paper. Bambergers stressed that there was no print media slash to
accommodate the air selling program, but that the new advertising
is in addition to the other ad media used.
The Bremer Broadcasting system, operators of WATY and WAAT,
stated that the contract would bring in "a million dollars by the end
of 1956." WATV is the only tv station in New Jersey because of
the proximity of the New York and Philadelphia markets. The sta-
tion's research figures pointed out that its state has 96r^ set-owner-
ship, said to be the highest state ownership figure in the country- ***
See: A seller looks at farm air media
Issue: 31 October 1935, page 46
Subject: Getting advertiser interest aroused in
farm air media
If you are an advertiser of an item sold to farmers, you will
probably be seeing a John Blair & Co. presentation shortly. A prod-
uct of the company's newly formed farm department, the color slide
offering makes these points among others:
• Farm service radio is necessary . • . immediate . . . local:
• Farm stations give the farmer entertainment he wants:
• Farm stations deliver large local audiences throughout the day :
• Radio farm directors are qualified agricultural experts, acthe
in local organizations, influential, have prestige and believability.
Success stories illustrate specific reactions to campaigns on the
Blair farm stations. They bring out the fact that farmers listen to
farm radio stations seeking new and better methods of operating their
farms, so are readily sold on products advertised bv the farm
directors. * * *
Opening color slide in the Blair farm radio service presentation sets the theme
FARM RADIO
JOHN BLAIR & CO
Farm Department
TE ROAD TO GREATER FARM SALES
66
SPONSOR
Looking ahead...
cV. .1 the most Mm in n die
Mm \ ol \ mil i< .in radio and tele* ision
h;i\< In en ui itten ai w m \<> and w
1 hrough 34 y< ars ol » rvice, Radio
Station m m \o has piom ered an
ini|.M ssive lisi ol "firsts." Vnd it is
the Midwesi leadei in programming
dev< lopments whi< h today an
mm ngthening radio's vital, dynamic
role in the age ol tele\ ision.
Television Station wnbq, entei ing its
8th year, has sei the pace !<>i the whole
industry w ith its renowned "< ln< ago
School" ol television. In ev< r area ol
programming, wnbq lias always l><<n
in the vanguard <>t innovation which
prov< (1 i" be jusi what the i>ul>li< want) d
from us i\ sets.
1956 will see wnbq and wm vq moving
still hntlm ahead. It lias already be< n
announced that this spun- wnbq will
become the In si i\ station in the country
to go Color exclusively! All li\<- local
studio programming will be transmitted
in RCA compatible color -an opportunity
for advertisers to <4i\r a dramatic
new framework i<> i lit ii messages, wnbq
will be the pei fei t testing ground
foi the techniques ol color presentation
of advertisers' produc ts.
From theii vantage point ol established
leadership in Mid America, wmaq
and wnbq look ah« ad to continued progn «
and pioneering ...to even greatei service
to audiem < s and advei t is
WMAQ
WNBQ
\IU R\IH<)
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26 DECEMBER 1955
67
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Chart covers half -hour syndicated film pt,,
Top 70 shows in 10 or more markets
Period 1-7 November 1955
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
Averaqe
ratings
7-STATION
MARKETS
5-STATION
MARKETS 4-STATION MARKETS
S-8TATI
MARKE -
Hank Part'
M» rink
NY LA.
Boston Mnpls. S. Fran.
Seattle-
Atlanta Chicago Octroit Tacoma Wash.
- «
Bait. Buna
1
2
Mr. District Attorney, Ziv (M)
20.0
9.9
knxt
10-00pn
24.5 7 7.8 76.0
unac-tv kstp-tv kron-tv
10:30pm 10:30pm 10:30pm
20.5 75.8 78.2
"aeatv wwj-tv kine-tv
10:30pm 8:30im 9:00pm
76.2 22]
ubal-tv war-i
10 -30pm 7:00p .. -
2
1
f Led Three Lives, Ziv (M)
18.8
2.2 72.7
wpix kttv
10:00pm 8:30pm
23.5 78.2 7 7.2
unac-tv kstp-tv kren-tv
7:00pm 9:30pm 10:30pm
76.2 7 7.9 78.2 76.7 73.0
usb-tv WRi-tv ujhk-tv ktnt-tv ivc-tv
7:00pm 9:30pm 10:30pm 10:00pm 10:30pm
76.4 20.C
wbal-tv wer-t
10:30pm 10:30p
3
7
Waterfront. MCA Roland Reed (A)
18.1
7.3 74.3
"and kttv
7:30pm 7:30pm
73.9 7.2 22.5
unac-tv keyd-tv kron-tv
7:00pm 8:00pm 8:30pm
77.2 8.5 75.4 78.6 22.8
uaea-tv uftn-tv wjw-tv komo wtop-tv
7:00pm 9:00pm 10:30pm 8:30pm 10:30pm
73.7 76.4 Vt
wma'-tv wer-tt
10:30pm 7:(Npi
4
4
Man Behind the Badge, MCA-TV Film (M)
17.8
22.7 3.0 75.0
wnac-tv kstp-tv k'nn-tv
10:30pm 5:30pm 10:30pm
73.5 70.5
w»bk-tv
10:30pm 10:30pm
20.9 2I
WKT-tvl r
8:00pD
5
6
Badge 714, NBC Film (0)
17.1
4.7 18.8
wplx kttv
8:30pm 7:30prn
77.7 22.0 24.5
unac-tv kstp-tv kilx
6:30pm 9:30pm 9 m
76.9 7 7.9 78.8 75.4
tvgn-tv u-u]-tv kine-tv urc tv
8:00pm 7:00pm 9:30pm 7:00pm
72.2
ubal-tv
10:30pm
5
flighted!/ Patrol, Ziv (A)
17.1
7.9 8.2
wrca-tv kttv
7:00pm 9:00pm
73.0 72.4 8.2
ub7-tv wooo-tv kron-tv
1:15pm 10:00pm 11:00pm
74.5 6.9 76.0 72.5 72.9
waea-tv wbkb ujhk-tv komo wtop-tv
7:30pm 9:00pro 10:30pm 7:00pm 7:30pm
77.2 a '
W«T-|V
10:30)
72.4 70.9
wbal-tv uben-tv
7 :00pm 1 :30pm
7
8
Amos 'm' Andy. CBS Film (C)
16.7
3.4 73.7
u-rbs-tv knxt
2:00pm 5:30pm
72.9
unac-tv
2:30pm
75.9 8.7 12.0 72.2
"■aga-tv wbkb wwj-tv wtop-tv
7:00pm 9:30pm 7:00pm 7:30pm
8
Sujkthimii (Flamingo) (K)
15.5
70.4 72.2
wrca-tv kttv
6:00pm 7:00pm
20.5 70.5 72.9
OTlac-tv wten-tv ken-tv
6 30pm 6:30pm 6:30ptu
27.2 75.5 73.7 74.4 74.5
usb-tv wbkb wxyz-tv kine-tv wr tv
7:00pm 5:00pm 6:00pm 6:00pm 7:00pm
72.7 20.4 i 1
ubal-tv uben-tv i-t >
7 :00pm 7 :00pm
9
Cisco Kid, Ziv (W)
15.4
3.9 5.3
wabc-tv kabc-tv
6:00pm 6:00pm
74.8 22.4 74.7
unac-tv weeo-tv kron-tv
9:00pm 4:30pm 6:30pm
74.9 78.4 76.2 73.0 74.9
waaa-tv wbkb wxyz-tv komo wtop-tv
5:30pm 5:00pm 0:30pm 6:00pm 7:00pm
77.2 27.01 iJ 1
ubal-tv uben-tv
7:00pm 7:00pm
10
Range Rider, CBS Film (W)
14.4
23.4 6.9
"bm-tv kpix
7:00pm 5:00pm
7.9 72.7 73.8
wbbm-tv ktnt-tv wtop-tv
12:O0X 7:00pm 6 0
74.5 :
wben-tf a
6:39pm 1
1
Rama Part*
«•» rank
Top 10 shows in 4 to 9 markets
I
Eddie Cantor, Ziv (C)
19.3
7.9
kttv
10:00pm
7.0 75.2
wtcn-tv kron-tv
9:30pm 10:00pm
75.4 9.0 77.7
wrbq wjbk-tv kine-tv
9:30pui 10:30pm 10:00pm
9.5 -
wbal-tv
10:30pm
2
Passport to Danger, ABC Film, Hal Roach (A)
18.8
6.0
kcop
7:30pm
4.7 17.2
keyd-tv kplx
7:30pm 7:00pm
3
1
Doug. Fairbanks Presents, ABC Films (D)
17.3
8.7
kstp-tv
6:00prj
7.9 7.2
wbkb wxvz-tv
10:00pm 7:00pm
78.5
wben-tv
10:30pm
4
I Seareh for Adventure, Bagnall (A)
13.6
7.8 73.8
vvplx kcop
7:30pm 7:30pm
22.4
kovr-tv
7:30pm
7.7 22.7
wxvz-tv kine-tv
10:30pm 7:00pm
5
Count of Monte Cristo, TPA, (A)
13.3
9.2
kttv
8:00pm
70.9 75.2
wcoo-tv wpix
7:30pm 10:00pm
9.9
"aeatv
7:00pm
78.5
wben-tr j
7:30pm
6
7
Mayor of the Town, MCA-TV Plm, Gross
Krasne (D)
12.3
5.2
keyd-tv
7 :30pm
7.2 76.2 73.5 73.0
«sb-tv wrbq u-wi-tv komo
3:30pm 10:00pm 7:00pm 6:00pm
75.5^
WBT-tT
7 :00pm
7
Meet Corliss Archer, Ziv (C)
12.2
.9
wmur
8:00pm
7.5
n bk tv
: 00pm
70.9 73.7
whnl-tv ubpn-tT
6.00pm 7:00pm
8 1
8
Dr. II ml son's Secret Journal, MCA-TV
Film (D)
11.6
70.9
k'tv
9:00pm
74.7
woon-tv
9:30pm
75.0 5.5 8.7
iraen-tT wwj-tv kine-tv
10:30pm 7:00pm ft :30pm
78.7
. 'I
wer-tv
10:30pm
9
Gene Autry, CBS Film (W)
11.5
4.0 3.7
■' ibe tv kc^p
6:00pm 9:00pm
70.4
ivnac tv
6:00pm
7 7.2
ulu-a
7 :30pm
-
72.4
wb"n-tv
5:30pm
10
Plat/house, The, MCA-TV Film (D)
10.9
3.2
10:30pm
74.7
wl'kb
9:"0am
8h
(V
hi
w» type symbols: (A) adventure: IC) enmeriv: (T)) drama: (Doe) dor
1 mystery: IMul musical: ISFI Science Fiction: <\V> Western. Films
f-hour leneth. telecast In four or more markets The averace ratine Is a
Individual market ratines listed above. Blank space Indicates film r
tmentary: (1-
listed are syr
n umvclchted
ot broadcast
> kids: it
dloated. n
average s
In this
a"-ket 1-7 November. Whlli
atkets In which they are sh
>nnl(i be borne In mind whe
Refers to last month's chart
rk shows arc fairly stable from one m<
wn. this is true to much lessor extent with
n anal\-7lne ratine trends from one month to
If blank, show was not rated at all in last
mth to another In '
vndleated shown. Tl » !
an. i her in this cha
chart or was In otl H '-
i hi
ir
i stows
i/y made for tv
1
5
6.0 72.9 8.2 18.9
-
Ir utm) It »MI iv kwk t1
pm 10:30pm 10 90pm
'7.2 77.4 17.7 10.0
bns rv u hn tv v ■
:00pm 6 :30pm 7 :00pm
$16.0 12.9
»!>' I u|<n tr
i:0Opin
12.4
k. ! h
6.9
Ifrtir-c
1:00pm
10.4
ll:30air
> T A T I U N HAHKII:
Ulrm Charlotte Dayton New. Or
54.3 16.8 34.0
in lOpa i"
24.0
59.0
27.3
\< Mi
wlw-d
9 30pm
19.8
57.5
20.8
««iii
<•)•■>
irhlo i»
7:00pm
25.0
29.3
I 30pm
whlo t»
9 30pm
30.0
25.3
< ii
whlo Iv
10:30pm
'llirp |V
lo 00pm
\>h'» Vfhln-tT
0:00pm
22.8 26.3
trbra h
10:00pm
irbti
26.0 35.3 32.3 38.5
57.8
25.8
25.8
wdsu-tv
30.8
• o
13.8
wbre tv
i: tOpm
73.6 30.8
wlw-d
■ 00pm
5:30pra
57.3 35.3
whtv wthn-tt
9:30pm 10:00pm
■ 30.9 30.2 J 7.0
■ wbnstv wtmj-tv repan-tt
■# 9 SOpm 8:00pm 10:30pm
30.0
wn*e-tv
9:30pm
I 18.2 14.9
1 wbns-tv wrti
ra 10;onpm
11.8 50.8
wlw-d w.U'i-tv
7 :00pm 9 :00pm
75.8
Ml,",- t«
Ii :00pm
17.5
1 ftbrs-tT
i (:30pm
24.7 6.5
wtmj-tv vnti
9 r.npm fi-nnpm
27.3
11 SOpm
10.7 13.7
1 wbns-tv ksd 'v
1 10:30pm
27.3
whio-tv
7:00pm
36.3 6.3
„ '■, |
m 2 :00pm
\ top 10 Classification U to nnmhr
) Pulse determines ntimher hv mea
■Ttd hv homes in the metropolitan a
Eon Itself may be outside mrtropollta
r nf stations In market Is Pulse's
urinir whlrh itatlnni are arfunllv
ea of a Riven mffket even though
n area of the market.
from ROLL FILM"
to SWITCH TO NETWORK
WBEN-TV FILLS SECONDS
with YEARS and YEARS of EXPERIENCE
Into each precious second of your WBEN-TV spots
goes the accumulation of years of technical television skill.
Projectionists, control engineers, cameramen and
directors represent the ultimate in combined experience
in handling your television commercials.
And to this background of mature skills and television
know-how WBEN-TV adds its station philosophy of an
uncompromising and scrupulous regard for QUALITY
inherited from a quarter century of successful radio
service and continued in 1948 when WBEN-TV pioneered
television in Western New York.
To get the best from your commercials use the station
that gives you the best in quality production . . .
best in coverage. Use WBEN-TV !
YOUR TV DOLLARS COUNT FOR MORE ON CHANNEL 4 . . . BUFFALO
WBEN
CBS NETWORK
TV
BUFFALO, N. Y.
WBINTV Keprtientotivt
Harrington, Righter and Parsons, Inc., New York, Chicago, San Francisco
SNHSIt Asb.
o o
a torum on questions of current interest
to air advertisers and their agencies
What major trends and developments in television
and radio do nou see ahead for 19.76
HALF-HOUR'S THE STAPLE OF 1956
John Sheehan, v.p., radio-tv director,
Cunningham & Walsh, New York
• In looking ahead. I don't agree
that the half-hour show is dead. I
think that the history of success of the
long show is encouraging, and when
the 60- or 90-minute program is well
done, it's much in the best interest of
the public, and therefore. I hope that
it will never be less popular.
However, if our industry has ever
failed, it may have been in not always
basing decisions upon the real desires
of the public. For example, when the
networks force the public to watch
competing shows that are comparable,
like two quiz shows or two situation
comedies opposite each other, then
they're not thinking of the public.
Of course, programs like Peter Pan
and tbe ballet are wonderful, and I
hope they "II always be with us. On the
other hand, I think there'll always be
public loyalty to regular weekly half-
hours that people look for. The net-
works must be careful about too fre-
quent preemption of these shows, or
the public will resent the spectacular.
There's a definite limit to the long
show — tv cannot be composed of long
shows only. And the saturation point
may be reached in 1956.
Furthermore, the advertiser seeks
one basic which is not intrinsic in long
shows: an element of repetition. That's
another limiting factor on the expan-
sion of long programing. Tv shouldn't
forget the value of repetition or it may
change the basic characteristic of tv to
spectaculars and to pay tv rather than
fulfilling its function as an advertising
medium. Half-hour shows kept right
on being popular. Let tv remember
lest it become a box-office medium.
SPOT TV UP, TV COSTS UP ALSO
better. They have learned not only the
\alue of the medium but that it cannot
be done with the left hand. Even a new
producer such as Mark Stevens who
formed his own company only this
year can match in production quality
the efforts of the major studios be-
cause of his knowledge of both the
television and motion picture tech-
niques.
As far as the perennial question of
tv costs is concerned, sum it up this
way: Television costs will be substan-
tial. Television will also sell goods.
SPECS ARE HERE FOR SOME TIME
Philip H. Cohen, up., SSCB, New York
• One of the most interesting de-
velopments of 1956 I believe will be in
the field of spot television. As we all
know the choice and even marginal
times on the networks are virtually froz-
en. Therefore, the clients who are just
getting into television or those who
want to backstop current operations,
will have to put their energies into
buying local personalities, syndicated
shows and such good spots as are
available. We have found that you
cant do this completely by telephone
or through representatives. It means
it is vital that we send task forces
throughout the country to study closely
local opportunities.
Another 1956 development: The
television product of the major mo-
tion picture companies is sure to get
Arthur A. Porter, v.p.. in charge of
media. JIT T. New York
• Spot radio's outlook will be much
rosier in 1956. Everyone already real-
izes the value of time periods outside
of network option time, such as early-
morning radio. Radio will continue to
help solve many marketing problems
and fill in coverage holes. Earl\ in the
morning, of course, you get a top dual
audience. But there's likeU to be a re-
surgence of other time periods during
the next \ear. There has been no
downgrade in spot radio, and it is like-
ly to continue as an important buy.
One of the big questions in televi-
sion is a network programing ques-
tion: What's the future of the long
70
SPONSOR
shows? It's i"" earl) l"i finite an-
swers. From the standpoint <>l big
blockbusters tike < .'<////<■ Mutiny and
/'<•/<■/ /'</// shows like these couldn'l
be done in half-hour pei iods. \ ou
i in i expect people toda) to watch half-
houi -~ 1 1 < ■ w ^ week aftei week unless
they're top programing fare, <>n the
other hand, the advertiser and agencj
Imili feel prett) desperate il 90 minutes
and $450,000 go down the ratings
ili .mi.
Mill, ii seems likelj that the trend
touanl the longer time periods in i\
programing will continue, except for
tup half-hour shows. Mso, while the
advertising dollar isn't as effi< ienl in a
spectacular, such a show does offei an
advertiser a chance for more spread
since lie can gel into several vehicles
on a multiple-sponsorship basis. Hut
the cost is up when it comes to a spec-
tacular unless you iln gel Peter Pan
ratings. To date the average Bpectacu-
l.ii -till doesn't gel ratings proportion-
ate to the cheaper half-hour Bhow.
\n important step forward was
taken 1>\ the t\ industry in 1955 when
it organized TvB. We're looking to-
ward this organization to fill a num-
ber of voids in t\ research. They will
he able to undertake such projects as
t\ in-i t\ coverage and penetration into
product use: That is, analyze a prod-
uct and how much viewers use.
HtLt- HOI RS \<)T FOR MIT RADIO
Arthur Par doll, manager of broadcasting
media, Facte, (.one & Belding, New ) ork
• Spot radio will be strong in L956.
You'll find advertisers continuing the
trend toward saturation use of the me-
dium, but there'll still he a rush for
morning time. Stations are compen-
sating for this one-sided popularity by
offering packages that include after-
noon and nighttime periods at lower
[Please turn to page 94)
26 DECEMBER 1955
71
WILLIAM
KENNEDY
Time Buyer
Ted Bates
& Co.
"Good things happen
when a commercial spot
or program campaign
begins on WNHC-TV.
The significant reason
for this sales activity,
which I have watched
over the years, is obvi-
ous . . . viewing habits
since 1948 have re-
mained the same.
WNHC-TV rating-wise
proves this point. Check
the cost-per-thousand
figures, it's a picture
'worth ten thousand
words'."
COVERS CONNECTICUT COMPLETELY
316,000 WATTS MAXIMUM POWER
Pop. Served 3,564,1 50 • TV Homes 948,702
'represented by the katx agency, inc.
Channel 8 • Television
agency profile
Arthur E. Durum
V.p., director radio-tv
Fuller & Smith & Ross, New York
"The industrial advertisers problems on television don't differ
from the problems of consumer goods manufacturers," says Art
Duram. radio-tv v.p. at Fuller & Smith & Ross, an agency that is
particularly heavy in industrial accounts.
"He too seeks circulation, but tends to be more sticky about
prestige programing, since he generally uses his tv advertising to
sell to his wholesaler or manufacturing customers, rather than to the
general public."
It is with marketing and merchandising considerations in mind
that Duram recommended Alcoa's fall 1955 buy of The Alcoa Hour,
drama show on NBC TV Sunday evening (alternate weeks).
"With Alcoa we've also set a precedent in buying Alcoa Day on
NBC TV," Duram added. He was referring to 6 December, "Alcoa
Day on NBC TV," when Alcoa sponsored every available network
program on NBC throughout the day and evening.
"We feel that there's likely to be a sizable trend toward this type
of vertical saturation for all types of advertisers. P&G, for example,
has just done it for a new product (See Sponsor Report, 28 No-
vember). The reasoning behind Alcoa's all-day sponsorship of net-
work programing is this: ill You couldn't buy a nighttime spec-
tacular for the price, that is for $110,000. (2) We expect our total
audience was equivalent to being on Nielsen's top 20 list, or over 10
million different homes. (3) We had eight different stars to mer-
chandise. (4) There's only 5% duplication in audience between To-
day, Home and Tonight, which were among the shows we bought."
Duram talks very persuasively about subjects he's sold on. "I
guess I had pretty good training in speechmaking. I used to be a
sportscaster in the Midwest."
Television advertising, he feels, can't get into a rut because of the
intense competition. "However, new ways of using the medium crop
up continuously," says Duram. "For example, the old idea of dem-
onstration commercials will probably die out. The stress and the new
trend will be on motivational selling, making the product irre-
sistible, rather than just showing the mechanics of how it works."
Duram commutes to Chappaqua. N. Y., "with 7nr'< of Madison
Vvenue, where he lives with his wife and ei<rht-\ ear-old son. * * *
72
SPONSOR
IN INLAND CALIFORNIA iand western uyadai
RAD I O
\Wwvwf
These inland radio stations, purchased as a unit, give you
more listeners than any competitive combination of local
stations . . . and at the loicest cost per thousand!
(SAMS and SR&D)
In this mountain-isolated market, the Beeline serves
an area with over 2 million people and more retail sales
than Colorado, Kansas or Kentucky! (J 955 Consumer
Markets)
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
26 DECEMBER 1955
73
Why be shy about it??
Latest PULSE ratings
prove that hour by hour . .
nite and day . . more
Twin City dials are on
"1330" than ever before!
Our happy sponsors know
why-it's MUSIC, NEWS and
SPORTS $ELL-POWER
that make WLOL your
best buy!
THE TOPPER IN
INDEPENDENT RADIO
\2TJGQ
MINNEAPOLIS -ST. PAUL
5000 watts — 1330 on your dial
LARRY BENTSON. Pros.
Wayne "Red" Williams, Mgr.
Joe Floyd, Vice-Pres.
AM RADIO SALES
Continued
from
page 8
The foregoing, believe it or not, brings me to tv commer-
cial?. This added dimension I mentioned as possible in tele-
vision has already wrought a mighty change in the business
of ad-making, too. Several years ago I alluded to a new facet
of our business in one of these colyums and said it was
apparent on a distant and dim horizon.
I was wrong. The change — revolution, if you will — has
already taken place. It is already true that the tv-able copy
idea is the one that gets bought by the advertiser.
By the same token tv-copy campaigns are now being trans-
lated into print frequently and with varying success depend-
ing upon the skills of the copy people concerned as well as
the difficulties of the video elements involved.
A case in point: the "Missing, Missing, Missing in every
other toothpaste" which Colgate is using on the printed page
is a translation, I am sure, designed to simulate the drama
of the tv-zoom and audio-with-echo chamber of the tv device.
It came out of tv. It went into print. And a tv copy writer,
I believe, developed the idea. How many similar instances
have you noticed?
In our own shop I've seen literally scores of tv copy ideas
become the basis of the print campaign.
Perhaps it is the theme line taken from a jingle. It may be
a video device that becomes the logotype in the newspaper
advertising. Or then again it could be that the very frame-
work of the magazine series leans upon the television copy
to the extent that the layout is set up like a story board. Or
the same models (announcers) are used in print as over the
air. There are scores of tie-ups.
What a fascinating reversal of what so long was the case:
print copy writers sending their handiwork, via the office
mails, to the youths in tv copy with a request that the "pic-
tures be added."
Not only are we finding that sound copy is starting in tv
these days and is then making its way into other media, but
that the revolution has struck at the heart of the agency in that
the young men and women of tv copy are starting to do some
of the basic thinking. This last is the real achievement. They
are becoming recognized (justifiably) as admen and ad-
women and have been awarded their visas at the various
agencies where they work. This permits them to cross over
from the Ellis Island where they have been kept as aliens for
all too long a stay. • • •
Letters to Bob Foreman are welcomed
Do you always agree with the opinions Bob Foreman ex-
presses in- "Agency Ad Libs?" Bob and the editors of sponsor
would be happy to receive and print comments from readers.
Address Bob Foreman, c/o SPONSOR, 40 E. 49 St., New York.
74
SPONSOR
It's not a secret ingredient . . . it's
Specialists In Visual Selling
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Television Commercials
26 DECEMBER 1955
Photographic Illustration
Motion Pictures
Sound Slide Films
75
4
maps . . . market sta-
tistics . . . not once a year . * .
EVERY MONTH. ..right where
they belong, in SRDS together
with monthly listings of rates
and data.
Agency reactions
to Consumer Markets
announcement
spell sales opportunities
for Radio and
Television stations
When Standard Bate & Data Service
announced in October that, starting in
May 1956, the Spot Radio and Spot
Television books would include market
maps and market data right
along with the monthly listings of
rates and data, agencies and
advertisers everywhere reacted
with great enthasiasm.
Read what some of them said
about the ways they will
use these market ^naps
and statistic?
<
Fletcher D. Richards. Inc.
Mrs. Virginia Monf redini - Media As Traffic
"Putting in.ips and Consumi k MakKI is' d«U in the News-
paper, Radio and Television books is an excellent plan.
Imagine gelling maps and market data every month. It is
simply wonderful. Your company certainly has come up with
wonderful ideas to help us buy advertising.
'The market figures will help me justify any advertising
change suggestions. Now Consumi r Mamu is figures will be
easy to find. In the past, others have borrowed my Consumi r
Markets and I've had to hunt for it so I could use the data.
Now I won't lose any time that way."
Aocount Executive; Large Agenoy
(names withheld because of agency policy)
"Man, you've got a real good idea here. You know what a
'nut' I am on market figures. I've used your Consumer
MAUI is data like, I guess, no one else has. In fact, just this
last week the sales manager of one of our accounts asked me
where I got all my information. I showed him Consumer
Markets. He was amazed and said he'd order one right away.
"I do lots of traveling and I always needed your media books
and Consumer Markets with me. Now I'll be able to save
space in my luggage with all this material in one book.
"I like your Metropolitan Area ranking tables. I've had them
reproduced on mimeograph. Here, I'll show you. Now I sit
down with the client and talk distribution in each major
market one at a time. It's surprising how many times the
client will have all but ignored one or a couple of major
markets. This table shows him what share he's missing by not
being more aggressive there. That's only one way I use
Consumer Markets. You've seen what I do with your maps
and other data. Yes, I know this will be very helpful."
Goodkind. Joice and Morgan, Inc.
Miss Florence Neighbors - Media Director
"Why, I think this is a fine idea. I certainly would like to have
the data and maps added to these books. When we plan a
spot schedule, we use population to help us evaluate markets.
With all these in one book, imagine what a big help this will be !
"I service a couple of accounts, too. Whenever I see them I
always have at least one copy of SRDS with me. Now, I know
that I will have sufficient market data with me. This will be a
very helpful addition."
McCann Erickson. Inc., Chioago
John Cole, Broadcast Media Supervisor
Wonderful Idea' You people must be psychic. Only a few
days ago I was thinking how wonderful it would be if we did
not have to jump around to so many sources for the informa-
tion we need in making up 1, i M.my is the time
when I could have used an immediately available map when
I had the rate hook with me in a meeting. Likewise having the
basic market data only a page or two away from the rate data
makes a lot of sense to me. This will make it possible to spot
check coverage and potential quickly without taking valuable
time to gather data from files or other sour.
Russell M. Seeds Co.
Miss Merle Meyers, Radio and TV Time Buyer
"I think this will be helpful. It certainly is a new idea. The
more I look at it and think about it the better it seems. Sure
I use market data in my planning. Sometimes it hasn't alv.
been your book; but with the data right here, I will use
Consumi r Markets estimates. I think the maps are fine, too."
Beaumont & Hohman, Inc.
Clarke Trudeau - Media Director
"You mean put maps in like you had years ago in the News-
paper Book? Yes, we'll like that. It would be extremely help-
ful having listings, maps and market data all together in the
same book. We could save a great deal of time. Also, we
would know that we have maps, market data and listings if
we just have your SRDS books. This would be a fine thing
when we are in clients' offices. Then, we usually have the
SRDS TV or Radio or Newspaper book with us."
Time Buyer; Large Agency
(names withheld because of agency policy)
"I think it's an excellent idea. It's only logical to have both
media and market information together ... a real contribution.
Yes, I do use market data. Here, market selection includes
both the media and research departments and the client's
marketing people. It's not cut and dried — we all put our heads
together. Spot TV is what we are using now for one of our
clients. Their marketing people will tell us where their sales
indicate a good market. Then we take this data and correlate
it with our population information. The result is a list of
markets that we are going into."
Note: Just a few of many. Your SRDS District Manager will be glad to let you see all of them.
new sales opportunities
for radio and television stations
With market maps, market data and media data all
together every month in SRDS, you get:
More eye-traffic for your Service-Ads.
Twice the opportunity to catch the right people at the
best time with the right story, by placing your market
and market coverage story in a Service-Ad near the
Consumer Markets' data, and your station story in
a Service-Ad near your listing.
<
Greater coverage of more agency and advertiser people
of importance to you.
Improved flexibility that permits you to dramatize
significant changes in your market story as they are
reflected in SRDS.
Yes, this expanded service to the advertising industry-
makes SRDS a natural fit for your market story and
your station story; gives you new opportunities to sell
both, with appropriate advertising positions near your
market data and near your station's listing.
S/RVS Standard Rate & Data Service, Inc.
?.??
5* o:°
The National Authority Serving the Media-Buying Function
Walter E. Botthof, Publisher, 1740 Ridge Avenue, Evanston, 111.
Sales Offices: New York, N. Y. • Evanston, 111. • Los Angeles, Cal.
USED CARS
COOKIES
M'oNSOR: Sar^aik Motors AGENCJ : Culpepper
I VPSVU I \H HISTORY: Sarwark Motors, one of
Phoenix' largest used cat dealers, drew 297 responses to
a single one-minute participation on KPIIO-'I I . '/lie par-
ticipation cost $25.80 and was one of the used car deal-
er's regular schedule run on the station six days a week.
The annual campaign costs SarwarJt v0.708 and produces
results that are stated thusly by the owner: "67 // of our
total sales can he attributed directly to television adver-
tising."
kl'IIO -T\. Phoenix
PROGRAM: Participations
SPONSOR: Schaible-s Bakery AGENCY: Dir
CAPSULE CASE HISTORY: For the three weeks befc
Christmas, Schaible's Bakery sponsored A Visit Wi
Santa Monday through Friday from 5:45 to 6:00 p.
Children wrote letters which Santa read on the show a
they also visited him in the studios. Commercials ft
lured Santa eating the sponsor's Christmas cookies. T
81,200 outlay brought this response from the baker
sales manager: ". . . our sales of Christmas cookies bro
all previous records — increasing 2o% over last year."
WGLV, Easton, Pa.
PROGRAM: A Visit With Sat
BAKED GOODS
TV
results .
SPONSOR: Keebler Baking Co. AGENCY: McKee-Albrig
CAPSULE CASE HISTORY: Stonbook House, a dr
malization by puppets of children's classic stories, do,
bled its mail pull each week for the first four weeks
ran on WPTZ. Weekly drawing contests are run for tl
children to depict one of the show's characterizatior.
Entries are submitted with a Keebler label, and can w,
the child a 20-volume set of the Book of Knowledge. Tl
sponsor states its philosophy this way: "We recognize tl.
importance of children as customers." Time costs for tl.
15-minute Saturday morning feature: $323 per week.
WPTZ, Philadelphia PROGRAM: Storybook Hou
FURNITURE
• Coming next issue ... a whole year
of Tv Results listed alphabetically
by product categories. This issue
see 92 Radio Results, starting page 39
SPONSOR: Standard Furniture Store AGENCY: Dire.
CAPSULE CASE HISTORY: When the Standard Furn
ture Store switched to sponsorship of China Smith (AT.
syndicated film show) they decided to test its d ran in
power. The closing announcement teas used to advertis
an inexpensive item of furniture. The sponsor said th.
about the Monday night show, "Our viewers evident!
like the new show, China Smith. . . . We sold 26 unit
before noon Tuesday." Standard Furniture Store pay
$77.50 per shoiv, ivhich they sponsor every other week.
KXLF-TY, Butte, Mont. PROGRAM: China Smit
CLEANING
PET SHOP
SPONSOR: Yerbury-Dana Co. AGENCY: Direc
CAPSULE CASE HISTORY: When renewing its 26-weet
contract with WHBF-TV for the Saturday night Quad
Cities on Camera, the sponsor wrote "results are expect
ed, and required, if any long-term advertising plan i
continued." The results that convinced the client to re
new included more drape cleaning jobs in the singl
month of July than it had gotten the entire previous sum
mer. The 15-minute show was credited with all the in
crease by the sponsor ivho pays $76 per week for Quad
Cities on Camera.
WHBF-TV, Rock [eland, 111. PROGRAM: Quad-Cities on Corner
t
s
o
1
SPONSOR: Northwest Seed & Insecticide Co. AGENCY: Dire.
CAPSULE CASE HISTORY: A single 15-minute shou
Jungle Town, brought a response that astounded th
sponsor. He offered 10 baby parakeets to the first 1
people who identified an animal he displayed. The m«
brought 1,057 letters, phone calls tied up his three bus)
ness phones for two days and customers so flooded th
store that all parking space uas taken for a quarter-mil
around the store. Besides all of this tumult, a $10,00'
gift inventory was reduced to $200 in three days. The I
p.m. Wednesday show costs $114.30 per week.
KXLY-TY, Spokane, Wash. PROGRAM: Jungle Tou-
( nnltlturd
from
cut. hut i- not (as so many business men are) ever him. led
b) tin- Btardust, which much such lalenl gives <>IV. He values
and know- writer- and writing, back and superb.
We got around, inevitably and at one point, to discussing
the spectaculars. Boh raised jusl one question, in this con-
nection, which, I believe, speaks volumes for his powers of
appraisal and cold common -cum-. I wonder, lie wondered,
how much of the $250,000 to $500,000 plus which is tossed
into some of these spectaculars ever gets on the tv tube?
And how much is wasted? Good question? I surely think
so. and typical of the down to earth approach Mr. Foreman
uses. It may seem peculiar for a magazine columnist to go on
in this manner about a companion writer, hut I have no hesi-
tation in doing so in connection with Boh. I read his pieces
every issue and I think you're missing a bet if you don't.
And talking about spectaculars, I for one, was greatly-
pleased to see the dizzy rumors which have been clouding the
air for the past several months re the daddy of the specs, Pat
Weaver, set to rest. When the RCA-NBC Board of Directors,
at the urging of Brigadier General David SarnofT. made Pat
the Chairman of the Board of NBC, I felt it was high tribute
to one of the most daring, imaginative, far-sighted gents, who
ever put his mark on television. I, and I'm sure, thousand-
of other industry ite-. are equally delighted to see young
Bobby SarnofT get the presidency of the network. Little
thought is given, I'm afraid, to the simple truth, that it's just
as much of a handicap as a help, to try to make your way to
the top, as the son of one of the industry's all-time great fig-
ures. Bobby has done it by working hard, quietly, effectively,
and with great dignity. He'll make a fine web president.
And swinging back to agency men, their talents and prob-
lems: A few pieces back we did a commentary on the un-
precedented shuffling of multi-million dollar accounts and the
accompanying headaches for the agency lads. One of the
latest, of course, is the departure of the $10,000,000 Pepsi-
Cola account from the Biow-Beirn-Toigo shop. The effects of
this -witch won't be apparent to the naked eye for many
months to come, but that they will be tremendous in several
directions is obvious. And if you're looking for another in-
triguing agency-account situation, take a gander at the di-
lemma of Norman, Craig and Kummel. Having become the
season's fair-haired boys by snapping up Louis Cowan's
$64,000 Question for Revlon. the agency is set to take over
the Speidel account. Speidel. of course, sponsors the rival
quizzer ( produced by Cowan, too) The Big Surprise on NBC.
Word is around that the Revlon brass is not going to sit still
for Norman, Craig and Kummel, working on any other big-
money quizzer than $64,000 Question. It will be fascinating
to see how NCK come out of this one. * * *
"My Little Margie"
Mondays thru Fridays
4:00-4:30 P.M.
Three I -minute spot*
available within the
show at regular rates
"Million Dollar Movie"
Sundays 1:30-3:00 P.M.
— also —
Sundays 11:00-12:30 Nire
Minutes available
at no premium . . .
film and slide com-
mercials only.
Write, wire or phone
WEED or the Station
for rates and avail-
abilities.
Channel 4
WFBC-TY
Greenville, S. C.
NBC NETWORK
Represented Nationally By
WEED TELEVISION CORP.
26 DECEMBER 1955
79
Now! Live Color Commercial!
"3V" Color Film System as arranged for pickup of color opaques and live action commercials.
RCA Pioneered and Developed Compatible Color Television
JvithyourRCA"3V"!
i
Simple lens system added to RCA "3V"
Film Camera picks up live-action color
commercials... and color opaques of all kinds
NOW jrou can go to "live" color in the least expensive waj imaginable.
RCA engineers have worked out an extension lens system which
can be us til with anj RCA "3 V" Camera to pick up all kinds of product
displays . . . live ... in action ... in highest quality color. And the
same system can be used tor televising color opaques in the simplest
possible manner.
Products to be colorcast are set upon a small, fixed stage (as shown on
opposite page). Any type of action which can be carried out in a
limited area is practical. You can turn products around, upside down,
etc. . . . show liquids foaming . . . real bottle pouring . . . use of tools
. . . appliances in operation . . . wind-up toss in action . . . all kinds
of animation.
Color opaques can be artwork, charts, maps, diagrams, magazine pages,
comic strips. They can be mounted on an easel, on a flip-over stand (as
shown at right), or held in the hand. You can use artwork or catalog
illustrations and thus avoid making slides. Color rendition is nearly
perfect; there are no density problems as with color slides.
Both products and opaques are televised in the open ... in fully lighted
rooms. No need for light covers or strobe lights. Pictures have high
resolution inherent in vidicon type camera. Picture quality and color is
equal in every wav to that attained with studio type color cameras.
Development of a push-button operated 4-input multiplexer makes it
possible to use an RCA "3V" camera for televising "live" color com-
mercials, color opaques, color transparencies, color slides and color
films. Such an arrangement provides maximum usefulness of equip-
ment— gets you into color in the fastest and least expensive way.
And remember, the RCA " sV" Film Camera System is the system which
most broadcast engineers believe to be the best.
For complete technical information on the new RCA "3V"
Color Film System, call your RCA Broadcast Sales Represen-
tative. In Canada: write RCA VICTOR Company Ltd., Montreal.
RADIO CORPORATION of AMERICA
BROADCAST EQUIPMENT, CAMDEN, N. J.
Color opaques in series, at a flip of the wrist.
Live color commercials with a minimum of props,
showing hands, etc.
1
RaiUo pulls ear driving audience to yas station opening
Car radio listeners account for a
good percentage of a radio station's
audience ol a summer da\ in Canada,
too. Capitalizing on this note, a new
Royalite gas station opening in British
Columbia scheduled a radio announce-
ment campaign and remote broadcast
from their site. I he announcements
ran several days before the opening
and a remote broadcast started at
1 1 :30 a.m. and ran until 7:30 p.m. on
the opening day. all for an ad budget
of $600.
CKNW, New \\ est minster, B.C., con-
ducted interviews with customers as
crowds gas station
customers
well as programed entertainment bj
station personalities.
The result of the heaw broadcasting
was a h< lux ol customers. The
station became so mobbed that even
with four pumps handling 160 autos
an hour, police had to be called to un-
snarl the traffic. The Ro\ alite house
organ termed the results ''a record dav
of sales" as more than 10,000 gallons
of gas were sold. Not only was busi-
ness outstanding on opening day, but
the advertising impact kept sales high
for several weeks. As a result of the
initial effort and to keep business at a
high level, the manager of the Royalite
station signed a one-year dail) an-
nouncement contract.
CKNW reports the success of the
promotion has caused other oil com-
panies in the area to launch similar
radio campaigns. Since the Royalite
opening in August, some eight other
sen ice stations have featured CKNW
broadcasts from their stations to high-
light their openings. -k -k -k
Campbell begins hot soup sales from automatic vendors
Over 30 million bowls of soup are
served daily for lunch in this country
but Campbell Soup Co. is taking steps
to raise the figure by making hot soup
available to more people at lunchtime.
In their second major soup innovation
within the year, the company has be-
gun sales from automatic vendors in
public buildings and factories. Earlier
this year the company had launched
a soup-on-the-rocks promotion to bol-
ster soup sales in the hot weather.
A number of machines are already
in operation with high sales reported.
Since the machine was first displa\ed
at a trade convention in November, the
manufacturer has received several hun-
dred orders for the vendors. Each has
a 210-can capacity of eight-ounce tins.
Campbells agency, BBDO. has stat-
ed that there are no plans for using
anv of the client's three network tv
shows to promote the mechanical sales-
man at this time. As production of the
machine mounts and they assume a
more significant role in the sales de-
partment, this thinking may be re-
vised. * * *
Master's thesis studies movie commercials on television
A master's thesis prepared recently
by a USC student, Curtiss R. Hunger-
ford, studied the effectiveness of
movies advertising on tv and revealed
that in the test area, 60' c of the peo-
ple attending drive-in theatres did so
because of the tv commercial.
On the basis of the movie houses
checked, the author stated that: about
half of the tv set owners in the movie
audiences were influenced by the tv
advertising; and at the lowest, one-
third of the audience attended each
show because of the tv. • • •
If -ft Reps stutlg market
iirst-hand in Boston
A frequent industry lament used to
be that reps weren't familiar with the
markets or stations they were selling.
H-R Representatives moved its entire
Chicago and New York offices to Bos-
ton recently to further dispel the ..Id
wheeze and to get an on-the-spot view
of WNAC, WIN \C-TV and the Yankee
Network.
The staff from Chicago flew up to
ISoston while the New Yorkers took the
more leisurely train ride. All arrived
in time to hear their host, Norman
Knight, executive vice president and
general manager of the stations, report
on programing, promotion, public
service and sales.
I be entire transportation bill topped
SL000 but everyone agreed that it
was a good investment because the
people are now acquainted with and
better able to sell the market. Shown
in the photo are the H-R Reps with
their Boston hosts. From left to right
ibottom row i Dwight Reed. Art Kelh.
Boston station plays host to its visiting rep
Jim Gates. Stu Lewis, Don Softness.
Red Slavin i second row i Jack Soell.
Duncan MacDonald, Louise Morgan.
Marguerite Phillips. Sis Mullane\.
Aver) Gibson. Phyllis Dohertv. ..
Gilman. I third row) Frank Pellegrin.
Harry Martin. Joe Rose. ;|l"r. Nat
Herman. Jim LeBaron. Jin.
( fourth row I Don Donahue, rioii
Kochenthal, Bob Manderville. George
\Y. Steffy, Henn McMahon. Paul
Weeks, Jerrj Molfese, (fifth row) Nor-
man Knight. Murray Davis. Dave Har-
ris, Walt Dunn. Ed Pearle, (top row i
Frank Headle\. Cal Cass. Max Fried-
man. Proc Jones and George Hall-
berg. * * *
82
SPONSOR
IV film show star siuns
n«'tr IH-marlu't contract
Preston Foster, who appears as
Cap'n John in MCA-TV 'a " aierfront
series, has signed a contract in appear
in commercials in l<> West Coast mar-
kets for Ubers Oats and Ubers Flap-
jack Mix <>f the Carnation Co. Ubers
1956.
-j >< > i i-i • r
III.-
jhow throughout
Cap n John to sell Albers in "Waterfront"
Shown at the contract signing are
i I. to r. > Cor} ('. (lark. Jr.. ad man-
ager for Ubers cereals; Sid Gilmore,
\ 1 1 ><-rs cereal product manager; Kos-
ter; Frank. McMahon, Ubers Milling
account executive for Km in Wasej S
Co. The agenc] set up the contract for
Foster's service* with Roland Reed
Productions through MCA-TV. * * *
Off-beat tv commercial
leads to local campaian
A warehouse mix-up resulted in the
premature delivery to Electrical City,
a Grand Rapids appliance firm, of
more than 100 major household appli-
ances. Having no place to stock them,
the store hired a policeman to guard
the overflow in the street.
The idea of the policeman outside
the store appealed to the store mana-
ger and he bought three one-minute
live announcements on WOOD-TV to
burlesque the policeman in *'K.e\*tone
Cop" fashion in front of the store. \f-
ter three announcements the merchan-
dise was sold out.
The success prompted the manage]
to continue the three-announcements-a-
week schedule. He decided that the
off-beat approach could work best in
the after-dinner and late-nighl period-.
The campaign was dubbed Electrical
(.M Playhouse and old time movie
routines were redone in a light vein
as part of the overall campaign.
The same type promotion later was
used to help push the stock of GE
Portable Tv Sets, a slow mo\er. In
one month 250 sets were sold. * * *
out
get**1
Ohio'*
4*
iiva
cVtct"
.her »-" get *°nC
,ou
to
QVJf
to*
the
bto»ut" a.. sc^c " d sP^
V>ot*
io
of ^c
ctoise*
fr« atV _,vet«
tV»c^
h*
aV4'
Oo*n """ ^wco VoU'
out
tot
|T\»t
out ft
^tUC
use
oVat
out
ke*
ucst1
^V<°°
tf*«
|ohn E. Pearson Co , National Representatives
MORE THAN EVER
Stoc6ta*t'4 7%&4t ^.ittetied fo Station
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF.
OCTOBER -NOVEMBER, 1955
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
IN DSS
c
1
KSTN
A
M
OTHER
AM 4 FH
SAMPLE
SIZE
1W.8
25.2
7.1
37.6
1W.9
9.0
6.1
6,629
MONDAY THRU FRIDAY
12:00 N00N-6:OO P.M.
RADIO
S2T3
ID USE
C j
Xn
fKSTN
A
M
CTHER
AM & FH
SAMPLE
SIZE
12. y
^0.1
7.9
33.2
lfc.2
7.7
6.9
7,939
Fall 1955 Hooperatings show
KSTN increases dominance of
Stockton Radio Audience.
*America's 92nd Market
Represented by Hollingbery
26 DECEMBER 1955
83
•*
m
*
s
For an hour and a half on the evening of December 12tl
millions of Americans had their first, dazzling exper
ence of a new television art form— full-length classical ba
let. NBC's color presentation of "The Sleeping Beauty
by the Sadler's Wells Ballet was seen by an estimate'
30 million viewers. This is six times as many people a
have seen 2,000 performances of this celebrated balle
company on two continents over a 10-year period.
i
Jack Gould in The \. V. Times described it as "an
exquisite joy and delight."' Variety judged it "a stunning
'success.'' Sid Shalit in the N. V. Daily News wrote that
it was a "magnificently beautiful presentation"
On the NBC calendar is another distinguished pro-
gram combining the same kind of audience-appeal and
cultural value. It is an unprecedented 3-hour television
event — the American premiere, before its release to
movie houses, of Laurence Olivier's "Richard III." This
film, which is available for sponsorship, has all the sweep
and scope and dramatic fire of Olivier's previous box-
office successes with Shakespearean plays. It is bound to
attract one of the year's greatest audiences.
Right to the point for advertisers.
exciting things MM tdeviS iOIl
arc happening Otl — H— # n^rviccof
A/E TO PSYCHOANALYST
(Continued from j>age 34)
i all) feasible to the agency their serv-
ices are spread over many accounts.
They counsel the account man on his
client's marketing problems and objec-
tives and apprise him of what they've
been doing directly with the client's
field force. But. unlike the old days,
these are really footloose members of
your team and they, because of the na-
ture of their highly specialized work,
have direct access to your client. That's
big difference No. 1.
"And now for big difference No. 2.
In the old days the account man of
standing in the agency called the sig-
nals. In the larger agencies today the
power of final decision derives from
the management group. The individ-
ual control is not vested in the account
man. As a cog in the machine his free-
dom of action and decision is pretty
well curtailed. He's got to know good
planning, good copy and art, good
marketing practices and how to make
the most efficient use of television and
radio. He must be able to balance all
these and keep the whole ball of wax
moving toward the objective of the
client's marketing plan. He must know
how all the techniques of marketing
work so that when he comes before the
client he can talk to him and answer
questions with authority.
"But with all expansion of the ac-
count man's areas of knowledge and
responsibility for getting the utmost
1. Veic stat ions on air*
CITY 4 STATE
LEWISTON, IDAHO
MEMPHIS, TENN.
CALL
LETTERS
CHANNE
NO
ON-AIR
DATE
ERP <kw>#
Visual
Antenna NET
(«)•" AFFILIATION
KLEW-TV
WREC-TV
7 Dec.
5 Dec.
13.8 1,260
100 1,002
STNS.
ON AIR
None
SETS IN
MARKET*
1 000 1
NFA
WHBQ-TV 373
WMCT
PERMITEE. MANAGER. REP
Lewiston Tv Co.
Thcmas C. Bostic. pres.
J. Barry Watkinsan, v. p.
WREC Bsttg. Service
Hoyt B. Wooten, o&o
ff. Sew construction permits*
01 TY & STATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP (kw)"
Visual
Antenna
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER. RADIO RCP1
IRONWOOD, MICH.
CORPUS CHRISTI, TEX.
RICHMOND, VA.
12 30 Nov.
6 9 Dec.
12 30 Nov.
.785 540 None NFA
53.5 651 KVDO-TV 49
Upper Michigan- Wisconsin Bcstg. Co. In-
William L. Johnson, pres. A. gen. mgr.
Archie Johnson, v. p.
Gulr Coast Bestg. Co.
T. Frank Smith, o&e, pres
T. Frank Smith, Jr., v. p.
Free I Peter
316
790 WTVR 494
WXEX-TV
Richmond Television Corp.
C. T. Lucy, pres.
William T. Reed. Jr., v. p.
Barron Howa-d, v. p. & gen. mgr.
Morton G. Thalhimer. v.p.
Iff. \ctv applications
CITY 4 8TATE
CHANNEL
NO.
DATE
FILED
ERP (kw)'
Visual
Antenna
(ft) —
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATE
ROCHESTER, N. Y.i
ROCHESTER, N. Y.
ELLENSBERG, WASH.-
27
27
29
25 Nov.
25 Nov.
3 Dec.
19.86
19.86
405 $74,350 $60,000
405 $74,350 $60,000
WHAM-TV
WH EC-TV
WVET-TV
WHAM-TV
WHEC-TV
WVET-TV
.84
1,215 $14,830
$6,000 None
WHEC Inc.
Frank E. Gannett, pres.
Glover DeLaney. v.p.
Paul Miller, v.p.
Veterans Bcstg. Co.. I
Ervin F. Lyke. pres.
Paul C. Louther, v.p.
Kittitas Valley TV Assoc.
Cy Morgan, pres.
BOX SCORE
U. S. stations on air
4201
Markets covered
2601
•Both sew cp.'i and itatloni going on the air lilted here are those which occurred between
2S November and 9 December or on which Information could be obtained in that period. Stations
ar» considered to be on the air when commercial operation start* "Effective radiated power
Ajiril power usually is on* hair the visual power. •••Antenna height above average terrain (not
sbOTe around), tlnformailon on the number of sets in markets where not designated as belnt
from NBC Research, consists of estimates from the stations or repi and must be deemed apcrmrl
mate. SData from NBC Re«ea'rh and Planning. NFA- No figures available at presstlns*
on 6ets In market. i-2AppllcanU will sharp time and facilities with one another as the*
currently do with the channel 10 outlet. 'Proposed station would be a satellite to KIMA-TV,
Yakima.
86
SPONSOR
out <>f his widening crop «>f specialists,
bis area of authoi ii\ o\,-r the a< i ounl
has progressivel) narrowed. From s
one-time proud individualist, with
some claim i<> leadership, his role baa,
in essence, been reduced to thai <>f an
administrator. Oi evm, a- tin- . a-e
ma) I"-, as tnerelj a business mana-
ger."
Analyst: "This marketing knowl-
edge sounds complex, but wherein is it
far removed from the previous range
of operation of iln- account man?"
tf-count executive: "In the old
days we account people would toss in
merchandising as an after-thoughl
when making a presentation to a pros-
pective client more as a frill than an
obligation. Todaj more and more of
the top agencies are making ii the No.
1 item on their services parade. Onl)
toda) it's called 'marketing.
"Included among the marketing
*'We believe that lln- present nc»* ami
music eoneepta have i>r<>\«-<) that people
want to ho free in rudio listening.
Watching television, people report thev
feel a lack of this freedom in that the
l\ «ct demands and command- the ma-
jor portion of their attention while the)
are viewing. Our research indicate- that
we -In mi hi try to meet the demand- of
the viewer for freedom, hut at the MUM
time supply to him not ju-t continual
music, hut real and vital information
with a sense of excitement."
ROBERT E. KJNTNER
President
ABC
steps that an account man must take
note of are: (a) how the product is to
gel its fullest distribution, ihi getting
the product on display so that it can
he seen in the store (c) tieing in the
product with chainstore and super-
market promotion periods, i il i display
contests for dealers (to make sure the
product gets the hest \ isual breaks!
and le) prohahU a closed-circuit of
the tv campaign announcements for the
salesmen's education. And on top of
this the account must remember how
much television has speeded up con-
sumer reaction to a new product and
make sure the product's distribution
is properly timed with the break of the
tv campaign."
Analyst: "I don't know much about
business, but I should think a well co-
ordinated checklist and an efficient as-
sistant would be the kev to such added
responsibilities."
tccount executives "You maj be
i ight, bul I ■ oil resist recalling how
much easiei and simplei it was in the
I'M da) - in personal relations. It used
in be thai a presidenl oi board oi 'Ii
rectors picked the la) outs 01 campaign
thai pleased them. Toda) the influ-
ent e "I the ni.ii k • • t iii 1 1 -.in Ii and
held sei \ u '■- people has ■■ rown so
Btrong thai you find the presidenl 01
board oi directors picking the - am
paign thai the marketing people tell
'em u ill mosl appeal to the type ol peo-
ple the product i- ti \ ing t" rea< h. It
-rein- thai in some < lienl organizal
marketing Bpei ialisU
move into top-level i m<l
that's nol to make il an) easiei
foi ii- 'old fashioi ml men.
\nul\ tf : \\ ill. \ mi know \ ..11 • in I
resist technological progress . . .
lecouni executit « - ire ) ou
m\ anal) -t. oi are j ou taking sid« -
insl me ? lb re am I Fat ed v\ ith nol
onl) lia\ ing to adjust m) sell to the
much broadei responsibilities of a job
lint !•> i oropetition from outland ra [oi
It
(Laa&SUtA^ ^yuAA
^
all
adds
+ 273*
+ B2*
+ 3*
up
The latest ARB report (October, 1955)
on the Rochester television audience
tells a mighty impressive story about
what Rochesterians think of Channel 10!
Of the 461 competitive quarter hours
weekly Channel 10 rates first in 273,
and ties (or rust 11 times!
Daytime, Mondays through Fridays,
7 AM to 5 PM, Channel 10 rates first
132 times-better than 2 to 1!
Three ot the tour top-rated programs
are heard on Channel 10!
SECONDS
177
60
1
WRITE US TODAY FOR
CHOICEST AVAILABILITIES
IN ROCHESTER!
CHANNEL 10
V H F
125,000 WATTS
OPERATED SHARE TIME BY
WHEC-TV AND WVET-TV
CSS BASIC
A8C Affil/ATf
ROCHESTER,N.Y.
EVERETT. McKINNEr. INC • NATIONAL REPRESENTATIVES • THE BOILING CO INC
26 DECEMBER 1955
87
m\ job, and you tell me about techno-
logical progress."
Analyst: "Sorry — but who are these
outlanders?"
Account executive: "Those field
marketing people I've been telling you
about. Don I \"ii recall my mentioning
the t\ pe i'l account man some manage-
rnent consultants have been retained to
recruit for agencies — product mana-
gers, sales managers, brand managers?
Analyst: "Why should thev cause
you deep concern?"
Account executive: "How would
you feel if, after \<>u have been selling
a certain brand of psychoanalysis,
somebody moved in across the hall
with a hot competitive brand?"
Analyst: "I don't quite see your
analogy."
Account executive: "Let's forget
it. But let me tell \ou this: It strikes
me as all a new pitch to impress cli-
ents. 'Marketing' is the latest cue word
to show a big client — particularly
one in the packaged goods field — that
you're right on the ball.
"You're agency top management
with an account that spends upwards
of $5 million. The client makes a
speech in which he says the client-
agency relationship is changing and
that it would be a good idea for agen-
cies to get in on the total marketing
strategy and planning of the client. If
you're smart you pick up the cue very
fast, 'i ou put out lines not only for a
'marketing' director but field market-
ing executives for account supervisor
and account executive jobs. But where
does that leave a well-rounded adver-
tising man like me with all those years
of ad experience? . . ."
Analyst: "You shouldn't with your
broad background find it too dillieult
to adjust yourself and the sights of
your job to the new requisites of what
you call the 'marketing era'."
Account executive: "Maybe you're
right. Now that I churn it over in my
mind — these field marketing special-
ists can't deliver as effectively as I can
the primary functions of an agency ex-
ecutive.
"It's a two-way street, as I now see
it. The marketing man by the nature
of his job may tend to overfocus his
thinking on the problems of moving
merchandise from the factory to the
trade.
"That might be all right for the
short-range approach to please agency
WSRS
• TOPS N POPS
• WONDERFUL MUSIC
• RHYTHM N STUFF
Plus • CONCERT CLASSICS
+ HEADLINES AND WEATHER REPORTS WITH
TOP LOCAL AND WORLD NEWS EVERY 30 MIN.
GREATER CLEVELAND'S
NUMBER 1 STATION
John E. Pearson Co., National Representatives
and client. But eventually the adver-
tiser will realize that the long-range
thinking of the ad-oriented account ex-
ecutive or supervisor is to the adver-
tiser's best interest. That is, determin-
ing whether the product is right and
how it can best be represented and
sold to the consumer. You know, I've
^ot deeply enough in my time into the
advertiser's field marketing problems
and traveled enough with field sales
forces to. . . ."
Analyst: (Glancing at his watch)
"It's been a very interesting revelation
of what s been disturbing you. In
fact, I think your job most fascinating.
. . . Tell me, would it be difficult to go
from my field into yours. You know,
I've always envied your charge ac-
count at the Stork Club and your easy
access to the private bar at the '21'."
• • •
PEPSODENT
i Continued from page 31)
as fast as they come out."
Obviously, Pepsodent's hygienic-less
approach is aimed at recapturing some
of these so-called faddists. Actually,
Pepsodent itself contains an anti-en-
zyme (IriumJ and was one of the first
to drum the "miracle ingredient" idea.
But the new copy theme deliberately
disregards it in favor of the cleaning
properties of the brands other addi-
tive, "IMP" I insoluble metaphos-
phate) .
In the opinion of Pepsodent's VIP's
and those of its agency, to carve out a
quick niche for a new slogan without
the help of another glamor additive
calls for a saturation campaign.
What's planned is a 52-week effort
averaging close to 100 spot radio an-
nouncements a week in the top 50 or
so markets. These will include all the
major metropolitan areas, some of
which will get over 300 announce-
ments a week.
Added up it comes to the biggest
st in Power
and Coverage
1,000,000
WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
88
SPONSOR
saturation Bpol radio campaign Bince
thai "I Maxwell I louse, a ding to
Becker. Maxwell House, \i.i Benton
S Bowles, urni .1- high aa I'111 in some
markets hut these were sporadic sor-
ties for shorl clui.iin.n~. I Pall Mall,
as well, via s^< B, has reached high
saturation levels bul on .1 more bus-
tained basis than Maxwell House.)
Specific objective is to reach more
than TV , of the nation's homes. Nol
only the housewife, bul the whole fam-
ily. \inl nol jusl .m\ time, bul earl)
in the a.m.
Kca.-onin^ i- thi-: Teenagers and
eves dad arc influential in choosing
the brand of toothpaste the Famil)
puts in its mouth. So, time to gel
them i- before the) leave foi -< Ik><>I
or work. Chances are mom's up any-
u.i\ bustling everybod) off so she can
-it down and watch or listen to God-
lux 1 who'll deliver Pepsodent com-
mercials, bj the waj 1 .
W b) not radio-impact them in the
evening, too, when (In- dan is hack
together again? \ good question -.i\-
Bill Steele, account executive fur the
client And there's a 1: I answer for
it too:
"People are more suggestible in the
morning. Sure, thej brush their teeth
at night, hut they're less re-i-tanl then
and tend to go along with whatevei
brand's around so the) can crawl into
bed without delay."
I he announcements mostl) min-
utes plus 20's and 10's — have been
bought for all seven days of the week.
to hit. generally Mondays through
Fridays.
Tx is included, hut the ratio of an-
nouncements is 5-to-l in favor of ra-
dio. One reason is that no other den-
tifrice is heavily in spot radio and
Pepsodent hopes to dominate the me-
dium in 1956.
\ second reason is that the Levei
entry is substantially in tv alread)
with spot and network show-. Name-
l\ : Arthur Godfrey Time (CBS simul-
cast), Art Linkletter's House Part)
'CBS TV). Lux Video Theatre (CBS
TV), Unde Johnny Coons (CBS TV),
and three local teenage shows: Ted
Steles Bandstand (WOR-TV, New
York), Jim Lounsbur/s Handstand
Matinee (WGN-TV, Chicago), and
II Jarvis's \take-Betieve Ballroom
(KABC-TV, Los Vngeles).
Godfrey got the new jingle fir-t.
sang it on his 20 October "program
before playing the e.t.. which was cut
26 DECEMBER 1955
b\ ( lascade Studios. 1 1 ■ * - 1. .
-how-, incidental!) . take less than
of the total budget.
Planning 1 adio satui BtJon and •■ I
liu^: saturation are two different
things. It's particularl) tough to
1 9 .1.111. spots on 1 1 radio sta-
tions. Still, in an ordinal j < ampaign,
Bi oad .i-t Media Manage] \ rthur
Pardoll point- out, one bu) ei 1 an
usual!) handle the job. Bul bei ause
ol the impoi tan< >• oi this assignment,
Pardoll has pul two buyers on the
ta-k.
I "i tunatel) . hi both repa
and stations have been extremel)
operative. I he) • ize this •
1 challi opportunit)
i" show h I1.1t spot radio • an do."
I he onl) iv eption to the
n orning bu) ing pattern was made in
I os Vngeles. !!■•< ause oi the distant <•-
involved, an extraordinai il) high num-
ber ol suburbanites drive to work and
• 1 there relativelj late, "-lot- were
Bought .1- late as 9:30 i.m to
maximum impact. Vnd, "i ■ '.in -.-.
I. iii- afternoon Bpots wen- bought !■>
* NEty
NOW!
UP TO MAXIMUM POWER
WITH THE
BIGGEST TV BUY
IN THE SOUTH
656,675 SETS!
MORE THAN ANY OTHER STATION
SOUTH OF WASHINGTON, D. C.
More than top power — here's top coverage,
too! WSJS-TV's new mountain top tower
is 2000 feet above average terrain . . . beams
your sales story to the Golden Triangle
cities of Winston-Salem, Greensboro, and
High Point, plus 91 counties in 5 states . . .
with a whopping total of 3,943,000 people!
A 4'/2 BILLION DOLLAR MARKET
WINSTON-SALEM, N. C
CHANNEL 12
/- W1NSTONSAIIM
TOr* G»«Nsaoto
HIGH POINT
HEADIEY REED. REP.
89
\theViewer'sChoice
ALL OF THE TOP 15 ONCE-A-WEEK
SHOWS are on WREX-TV
Rank Show Rating
1 $64,000 Question 57.0
2 I've Got a Secret 48.3
3 Waterfront 48.0
4 Millionaire 46.5
5 Ed Sullivan Show 46.4
6 Meet Millie 46.0
7 What's My Line 43.0
8 Make Room for Daddy 42.0
9 Racket Squad 42.0
10 Whiting Girls 42.0
1 1 Disneyland 41 .4
12 G. E. Theatre 40.8
Honeymooners 40.8
Badge 714 40.3
You'll Never Get Rich 39.8
ALL OF THE TOP 15 SYNDICATED
FILMS are on WREX-TV
Rank Show Rating
1 Waterfront 48.0
2 Racket Squad 42.0
3 Badge 714 40.3
4 City Detective 32.0
5 Kit Carson 29.5
6 Mayor of the Town 27.5
7 Guy Lombardo 24.5
8 Big Playback 24.0
9 I Led Three Lives 22.8
10 Town and Country Time . 20.8
1 I Frank Leahy Football. ... 19.5
12 Ames Brothers 17.5
13 Highway Patrol 16.3
14 Million Dollar Movie 16.3
15 Studio 57 15.8
Area Survey by Pulse, Inc., Sept. 1955
Represented by H. R. Television, Inc.
CBS-ABC Affiliations
Now Telecasting in Color
WREX-TV «&w 13
ROCKFORD, ILLINOIS
take advantage of the returning An-
gelenos.
Pepsodent salesmen have found re-
tailers and wholesalers enthusiastic
too. Lever made sure they would be.
At the tail end of November the com-
pany sent a number of its key distrib-
utors an unusual promotion kit — a
live one. Not only live, but vocal. It
dispatched singers Cathy Johnson,
Elise Rhodes, and Wyorna Winters as
personal envoys to a cross-section of
dealers. All professional vocalists, the
girls have numerous recording credits.
Their assignment: To introduce
Pepsodent's 1956 war chant and, as
they were naturally equipped to do,
stir up a little entente cordiale.
In two weeks' time the girls visited
nearly 40 cities and more than 100
dealers and distributors to knock them
dead from Pauling to Pomona.
Here's how they did it. Cathy took
the West Coast, Elise covered the East.
and Wyoma worked the states in be-
tween. Wearing fetching yellow full-
length capes with white linings (see
picture page 31), each girl walked up
to the proprietor and introduced her-
self with this chant:
Hi there, Mr. , how are
tricks? I've a message for you from
T. E. Hicks (marketing v.p., Pepso-
dent Division).
(CHANT) Listen, Mr. , and
you shall hear
Pepsodent's message for the coming
year !
It's the hottest commercial you've ever
heard,
A snappy jingle to the very last word!
Hear it on radio! Watch your tv!
It's the happiest campaign you ever
did see.
(SING) "You'll wonder where the
yellow went
When you brush your teeth with Pep-
sodent."
(At this point the girls dramatized
the disappearance of "The Yellow"
by flashing open their yellow capes so
that only the stark white linings re-
mained in sight. I
(CHANT) Now— here's a jingle that's
sure to prove
Pepsodent toothpaste is in the groove.
Yes- Pepsodent offers a believable
thought.
Pepsodent's the paste that must be
bought !
So listen, kind sirs! Don't dare miss —
This hard-sell jingle; it goes like this:
(SING) "You'll wonder where the
yellow went
When you brush your teeth with Pep-
sodent!"
(Again the business with the capes.)
"You'll wonder where the yellow went
When you go steady with Pepsodent.
(CHANT I There's just one more thing
we'd like to say —
Here's the story in your own sweet
way:
(SING) "You'll wonder where the
toothpaste went
When you stock your shelves with
Pepsodent . . .!"
". . . people are demanding more radio.
There is no more impressive proof of
an article's popularity than the facts of
manufacturer's making more of it and
people buying more of it. In the first
nine months of this year, over nine
million radio sets have been built — an
increase of 40^ over the same period
of last year."
JOHN KAROL
V.P. in charge of Network Sales
CBS Radio
(SPEAK) Maybe this was the first
time you heard Pepsodent's new
jingle — but any day now you'll
begin hearing it everywhere you
turn — Lux Video Theatre . . .
Arthur Godfrey Time . . . lots
of tv spots . . . and the biggest
campaign of early morning radio
spots on the air. In fact, your
market will be saturated with it
. . . and before you know it your
customers will be singing it. too.
(Again the capes.)
(SING) "You'll wonder where the yel-
low went
When you brush your teeth with Pep-
sodent! "
I SPEAK l Before I go, gentlemen,
Mr. Ed Hicks — at Pepsodent —
sends his best regards and asked
me to leave you this colorful lit-
tle booklet — (see illustration page
31). Read it — you'll enjoy it.
And don't forget — "it pays to
go steady with Pepsodent!"
IN GEORGIA
you can
have your cake
. . . and eat it, too
SEE PAGE 55
90
SPONSOR
(SING) Yoiili WOndei where the
tooth\ aste wenl
Winn Mm -lock your shelves with
Pepsodenl ! Pepsodenl ! Pepso-
dent! (FADE OFF)
I In- In. ,il stations extended their
cooperation in < »t lur \\ .1 \ -. I>i-k jock-
eys and other local personalities in-
terviewed the singers on their shows,
got in mentions "I their visits i" l< >< a I
merchants and generall) injected their
own warmth into the spirit of the
promotion. I he) also had the jjrirls
sing the jingle on the air.
The) wenl further. Many of the
stations sent representatives i" make
trade contacts, help pul up displays
and otherwise cooperate in mer-
chandising efforts at supermarkets,
druji stores, \ariet\ and department
stores. (Supermarkets, incidentally.
Bell more toothpaste — 46', of the to-
tal market in 1954 than any other
kind of retail outlet, according to both
Food Topics and Super Mm kit Mer-
chandising. |)ru» stores account for
31%, according to Drug Trade
Vews.)
Dealers Will jivl the u-ual -Inn- of
men handising aids streamei -. flooi
stands, counter cards j »1 n - print ad-
vertising, including cooperative deal-,
in support ol special promotions. \ml.
• •In the procesi <>f adjusting from a
-itiialion ulnrr 20 to M) :i < I \ <■ 1 1 1 - < r -
reallj controlled most radio advertising
to iln- present lituation where tent of
thousands of advertisers an- Involved,
radio mil a challenge unequalled in
modem ila\ l»u -i ii*-"."..-*
KEVIN s\\ EENE1
President
R til
lo tie all media together visually, '*Su-
sie-Q," the little pigtailed charactei
created Bpeciall) lot this campaign
i -re page 31), will be included wher-
ever she can he -Imnn on animated
t\ commercials, in newspaper ads, and
all point-of-sale material.
Not all counties have been heard
from yet. But comments and letters
filter i mi in to headquarters at Lever
House are, says Finch, "encourag-
ine.
One <»f the most em out vel
opmenta in the entire projei t is thi
operation of l."th reps and stations.
Rep In in-, foi example, i in hiding \ \1
Radio Sales, Wery-Knodel, Blair,
Branham, < BS l<' idio Spol Sales,
( bristal, Free 8 Peters, NBC Spot
Salt - and Vdam ^ oung, mel w ith . h
enl and agero j numi rous times to -t<\-
\ i-e on setting up si hedules. I he)
brought in -taiion people to talk with
ups ami. between them,
helped to determine the spei ifi< me. ha
needs oi the i ampaign and how to
meet them.
The rep- weie -ellinj tin-it ..nil -ta-
tions primarily. Bui the) wen- also
Belling the spol radio industr) as a
whole h\ convincing l.e\ei liio-. and
I i. nt. Cone & Belding that Bpol radio,
among all media, had the most to offei
for their 1956 ad drive. "Free 8 Pe-
ters was particular l\ helpful in lln-
respect," says Pardoll. who feels much
of the success of the campaign will he
based on cooperation from the radio
industr) . • * •
ihv onv-slalhm nvlirorl:
in southern California
1
710 KC in LOS ANCELES • 50.000 WATTS DAYS
CENE AUTRY. President
10.000 WATTS NIGHTS • Represented Nationally by A. M. Radio Sales
R. 0. REYNOLDS Vice Pres. & Cen. Mgr.
26 DECEMBER 1955
91
YOU
NAME lills
THE DAY...
HAVE THE AUDIENCE!
HERE'S WKBN-TV'S
SHARE OF AUDIENCE!*
WKBN
Stat
01 s
TV
B
C
D
F
F
Time Period
Mon.-Fri.
7 «_m -Noon
44
3!
14
3
3
5
Noon-6 p.m.
44
29
11
3
8
6
6 p.m. -Midnight
45
33
7
3
9
3
Saturday
Noon-6 p.m.
50
31
6
3
3
7
6 p.m. -Midnight
47
35
6
2
4
6
Sunday
Noon-6 p.m.
52
17
12
6
8
6
6 p.m. -Midnight
49
34
6
2
5
3
Station B is Youngstown. Stations C, D & E
are Cleveland. Station F is Pittsburgh.
CLEVELAND OR PITTSBURGH STA-
TIONS DO NOT COVER THE YOUNGS-
TOWN MARKET! WKBN-TV SHARES
OF AUDIENCE FAR SURPASS LOCAL
AND OUTSIDE OPPOSITION. WHAT'S
MORE, CHANNEL 27 HAS THE 16
TOP RATED PROGRAMS* IN
YOUNGSTOWN AND 366 OF 442
QUARTER HOUR FIRSTS.*
'Source: Telepulse, September 18-24, 1955.
WKBN
YOUNGSTOWN, OHIO
'"c^kY^CBS-ABC)
Raomaotad Nationally by tha P.vl H. R.,mar Co.
RADIO-TV HEADACHES
{Continued from page 37 I
that his choice of an appropriate pro-
gram should determine the time buy-
ing strategy. The media man, who is
usually by-passed in network decisions
because of the close relationship of
time and program implicit there, con-
siders all decisions about spot within
his orbit. Yet, by developing the time
buying strategx . he axiomatically af-
fects choice of syndicated films or ap-
proaches to production of commercials.
Main radio-tv directors at medium-
sized agencies agreed that the relative
power of the head of the radio-tv de-
partment hinges upon his decisions
about spot tv. "In network buys today
there s little proof of skill," said one.
"All you can do is to go in on a split
with another sponsor or, even more of-
ten, buy into participating network
shows. Spot is the key to the radio-tv
director's strength in the medium-sized
agenc\ .
It's a matter of fact that in the
smaller agency the radio-tv director
generally supervises all time buying
automatically, with either a staff of
timebuyers under him, or else with
himself functioning as media buyer.
The struggle for supremacy between
media and radio-tv departments actu-
ally applies mainly to the large opera-
tions, with the specialization between
media selection and programing.
"Eager account executives" : After
radio-tv directors finish praising the
general abilities of account executives,
they usually admit that account men
have one weakness in common: "Most
of them tend to promise clients rush
jobs on unrealistic budgets, not realiz-
ing that they'll still be the ones to bear
the brunt of necessarily later delivery. '
This headache actually applies to a
diversity of fields ranging from pro-
duction of commercials to spot or net-
work time availabilities. And, the
temptation to the account executive is
obvious. As the chief liaison between
client and agency, he is understandably
eager to please the client.
"But," added a radio-tv director
who'd been on the phone with a dis-
gruntled client most of that morning,
"the account executive just makes
things rough for himself, not to men-
tion us, in the long run by making un-
realistic promises to clients. Just take
what happened with his particular cli-
ent, for example. The account man's
been in this business for close to three
decades. He knows that it takes sev-
eral weeks to put together a good mag-
azine ad. Yet he told the client he
could see the new tv commercials with-
in three weeks. Now the client's chaf-
ing, even though I could have told him
to begin with that it would take twice
that time."
Another t\ pe of "rash promise" that
has radio-tv directors sitting at the
edge of their seats is the glamor appeal
of network tv which account executives
or other top agency men are occasion-
ally tempted to wave before new cli-
ents particularly.
"They'll include network tv in their
<»\ er-all presentation," one radio-tv
lead told SPONSOR, "when they know
perfectly well that you can't get time
franchises. So, even if they've got a
certain network property, with another
client ready to move out, there's still
no guarantee I though there's a fair
chance I that the agency will be able to
hold on to the time."
A young radio-tv director at a me-
dium-sized agency put the "account ex-
ecutive headache" more succinctly:
"They'll hang you. if you let 'em,"
said he. " 'You'll have a script tomor-
row,' they'll say, or, 'Sure, we'll deliver
a show in 40 cities in three days.' It's
amazing how account men can over-
simplify the operational problems in
tv, because they don't have the produc-
tion background. Most of them know
that a four-color job in a magazine
takes six or seven weeks too. And there
are certainly more stages for a film
than for four-color plates. There's need
for more coordination between radio-
tv departments and the service or ac-
count departments.'
\;> '
"Junior listens regularly to the
news over KRIZ Phoenix."
92
SPONSOR
The number *>\ /»«•«»/»/«' /<> §eei
" \nil thai includes you, the head oi a
large radio-h departmenl t « > 1 « 1 3PON«
son. He softened i h«- indictment l>\
adding. "There seems to be s < losei
relationship between the trade papers
in this business than in mh'-i other
phases oi industry, probahl) because
news is so constant and breaks so
fast."
I be real demands upon their time,
radio-tA directors agree, stem from i i n ■
fact thai the) 're Bubjecl to pitch) -
from such a diversit) oi people: Bhov
pa< kagers I live and him > . commen ial
producers, network salesmen.
'"In a way, we in the less depart-
mentalized, medium-sized agenc) Like
the big brunt "I that," one harassed
radio-t\ man commented. "Our time-
buyers take some "I the burden <>IT our
shoulders h\ doing the day-to-daj pe-
gotiating with the media reps, lint in
this size agency, big media-buying de-
cisions an- generall) made In the
radio-tv head to whom the buyers re-
port. So you can figure out yourseli
what a typical daj (if there is such a
thing > might be like.
"NBC alone for example, has one
gu) calling on me for the agenc) as a
whole, another guv for particular
show.-. 1 hen there are specific guys
from NBC who'll call on me on spe-
cific account.- to follow up rumors
land the) reall) bird-dog you). Then
double that figure for the two air me-
dia and multipl) it b) the number of
network-. \M to it NBC S|>ot -ale-
and all the other radio-tv reps i gener-
all) one for each medium I."
\n old-time showman, formerl) a
radio announcer now heading up a
large radio-tv department, talked about
the time problem with unusual resig-
nation. "It's kind of flattering to an
old ham. at first, at least, to have all
this talent and the agents and produc-
ers (basing you around. But," he
added, "it's a real drain on \our time
to take care of the operational, admin-
istrative, not to mention creative prob-
lems. Guys'll come in with show pack-
ages and film -how- to sell, and even
though mo-t agencies know who they'll
do business with these days i it';- hard-
IN GEORGIA...
it takes
5 slices
.i i.>i new producers i" i ■ a< k it | . you
-till don I daic miss oul on something!
v<> \ < • 1 1 see these u - and screen
-how s. I hen there are the salesmen
from recording studios, premium gu) -.
announcers, people who re sent b) peo-
ple \ "ii il" business with. It - end-
less. . .
The budget problem: I hi- problem
i. in neck and neck with numbei oi peo-
ple to see in tei ms oi mentions b) t li« •
radio-h directors intei \ iewed. Mow -
ever, while most of them agreed thai
the problem wa- perennial, the) take
il w iili a degree "I resignal ion.
"It's inti insic in the nature oi t\ to-
day,' -aid the administrative v.p. oi
one oi the top agera j radio-ft depai t-
ments. '"lake commercial production,
Eoi example. \\ hen wf work w ith an
independent producer on the estimates,
we trv to figure OUt and justify all
sorts oi contingent ies. Bui the produc-
er himseli has a tough tune giving an
iron-bound figure when he's making
the bid, because of the number of in-
dependent operators we'll be working
w ith. I here are lab costs w hi< h < ould
gel wa) out of hand il the client de-
cides to just add a couple of optical-
like extra dissolves, i"i example. In
"III i mill m I". We like to pill III
tingero \ i lauses. I \ en -.,. m - r
clear-cut ,i payment-and-deliven deal
i ordering i ton "i Bteel, w hei ship-
ment cosl i- likel) to he the onl) i
abli
" I h>- -i.ii hin- and networks don t
help up on thai -• in inothei ladn.-
\\ directoi i ommented. " I here's no
-in h thing as holding the i osl line, and
you ' an find j ourseli w ith a time
■ hai ge im n i-i ..I extra line i osts
righl aftei you got approval on the
original budget. This make- u particu-
larl) tough to plan ahead for an)
length of time.
Client headaches: Most radio-h ad-
men agree thai client problems are as
numerous as • bent-. \- .i general rule.
there are more people to deal w ith in
the client bierarch) h hen it come- to
t\ . and more ,,] them know less about
this medium than about an) other.
Ihi- problem, however, i- diminishing.
"Clients rel) on the experts more to-
da) than five years ago when there
were fewer expert-, said the radio-tv
v.p. of one oi the i"p five agencies.
"Ill admit that thev'll interfere as
SOUTHWEST VIRGINIA'S ftiCUteeA, RADIO STATION
NIELSEN
SAMS
BMB
PULSE
HOOPER
ETC.
%tu Ckxxfi
/
Use the measurement YOU like . . . be-
cause for 31 years ... in ROANOKE
ami Western Virginia the RADIO answer
always comes out WDBJ:
Ask Free & Peters!
Established 1924 • CBS Since 1929
AM . 5000 WATTS ■ 960 KC
FM . 41.000 WATTS ■ 94.9 MC
SEE PAGE 55
26 DECEMBER 1955
ROANOKE. VA.
the TIMES-WORLD CORPORATION
FREE & PETERS. INC.. National Representatives
93
much as ever with commercial produc-
tion if you let them. And in a way we
encourage them to ride with a com-
mercial through the various stages to
avoid costl) changes later. But where
programing is concerned, of course,
they realize they've got little to say.
The control's out of the agency's hands
and far removed from the sponsor."
"The biggest client problem is the
one that forces radio-tv men to be re-
search experts," said one radio-tv di-
rector whose desk was literally covered
with reports from various ratings serv-
ices. "You can understand the guy
watching ratings when he's got several
million bucks tied up in a property,
but you just wish he'd learn to inter-
pret ratings be'ter. No matter how
often you explain to him that there
need be no correlation between ratings
and sales effectiveness, he'll still keep
you on the phone for hours if his show
slips a point below last week, or drops
under the competition."
In a sense, top agency management
compounds this problem, many radio-
tv men say. "Agency management con-
tinuously drags me out of my office to
explain things to the client, forgetting
that I'm not a liaison man primarily
KVWO
RADIO
Wm. T. Kemp
Box 926 2-6433
CHEYENNE
Wonderful Wyoming
Jos. Hershey McCillvra
NEW YORK, CHICACO, ATLANTA
SAN FRANCISCO, LOS ANGELES
Mary Briley
DENVER
Hooper & Other
Surveys Prove
KVWO
Wonderful Wyoming's
Most Listened-To Station
and have a couple of other things to
do. But the coin involved in tv is so
high, that clients feel they've got a
right to consult with the top expert on
all minor problems. And agency man-
agement has a way of getting dispro-
portionately nervous when the client's
problem concerns tv."
Account shifts: This headache, al-
though it does not concern the radio-tv
director alone, frequently falls on his
doorstep. It's the major reason why
top agency management encourages
close relationships between client and
radio-tv head, since the trend in ac-
count shifts has been: as go the rat-
ings, so moves the client.
Today, the reputation of an agency's
radio-tv department (its record in
picking shows, getting network tv time,
particularly) is a decisive factor in a
client's choice of agency.
"We're all aware of this," the radio-
tv v.p. of an agency billing over $20
million in air media, said. "Of course,
we're human, most of us. So, if an
account leaves, we say we're not to
blame. But if there's a new one in the
shop with a solid air media budget, it's
because of the great job we did for our
other clients. Seriously, though, tv is
a far bigger factor in account shifts
today then any single medium ever
was."
Trouble clients: "This headache is
getting less important by the day," one
radio-tv exec told SPONSOR. "And I
think that you'll find that true in most
agencies. Clients who're new to the
medium still have naive ideas at times.
But most of them have read enough,
even if they haven't used tv before,
to show an awareness of the trend
of the times. The two aspects of
the business they're most naive about
are (1) unreasonable changes in com-
mercials like an excessive emphasis on
gimmicks; 1 2) trying to evaluate pro-
graming according to their own per-
sonal tastes rather than realizing that
their consumers generally differ con-
siderably from top company execu-
tives."
The "ivonder boys'"': Just as tv is
glamorized, so are some of the people
who work in the medium. There's a
tendency these days, some of the vet-
erans of the old radio days claim, to
overestimate the "bright, \oung new-
comer" in the tv department, who
maybe was lucky and latched on to one
show or one special piece of talent.
"Since personal contact can some-
times play a disproportionate role in
such a competitive field and under
conditions of a sellers' market, a guy
who's no expert in the field, can make
a lucky hit," one of the veterans said.
"He's the fair-haired boy at the shop,
consulted on decisions he may not have
one idea about, like spot program
Inns, for example. But lack of knowl-
edge has rarely kept one of these guys
quiet. The less they know, the more
glibly they talk. But that's life. * * *
SPONSOR ASKS
l Continued from page 71)
rates. Therefore, more marginal time
will be bought during the next year.
Network radio will continue its radi-
cal shift away from half-hour and
hour-long programing segments to ac-
commodate advertisers who're seeking
more spread in order to insure bigger
audiences. The trend toward segmen-
tation will continue into daytime peri-
ods, and the buckshot rather than rifle
method of advertising will be the rule
for network radio. ABC Radio's pro-
graming structure is closest to the type
of personalized service approach to ra-
dio programing which is the network
trend of the future.
On tv, longer programing segments,
on the other hand, are likely to con-
tinue strong. Onl\ through them can
advertisers with medium-sized budgets
afford the medium. Such advertisers
also find the long shows valuable mer-
chandising vehicles, particularly since
most can't afford to bankroll a half-
hour show of their own.
There's a new emphasis on broad
coverage by the tv networks. For ex-
ample, the Pep Plan I Program Exten-
sion Plan) that NBC TV is promoting
gives as much as a 50 ^c break off the
INDUSTRIAL HEART
OF THE TRI-STATE AREA
71/'* %*» 2«ee*
w\'///
316,000 watts of V. H. F. power
WHTN-TVBAA!ic
Greater Huntington Theatre Corp.
Huntington, W. Va. Huntington 3-01 85
94
SPONSOR
card rate in small markets, ihu- ex-
tending coverage of network program-
ing. NBC I A also offers other induce-
menui t<> broad coverage, such aa its
recently instituted penalt) for using
lees than lt|() stations. These vai ioua
plan- are a boost to the .illili.ur> and
make it possible for stations in smaller
markets to acquire the amount of net-
work programing essential for their
economic sun iv aJ * * *
TV 1955
[Continued from page 27)
stanl Husband" and is scheduled to
present Sir Laurence Olivier'a "Rich-
ard III" next year.
With the exception oi Disneyland,
and feature films aside, the Hollywood
produced shows have not exactl) been
setting tv on tire. Mread] the "'King's
How " format on 8 arncr Bros. Pre-
sents has been scrapped in favor of
BOme kind of adventure program.
There has been sponsor irritation with
the length and nature of the "behind-
the scenes" plugs. These involve pro-
motional material which the movie
Studios bave incorporated into their t\
shows and which was the price ex-
acted for allowing the webs to air the
Btudio's product. There is also a feel-
ing among certain broadcasters and
admen that tv is cutting it- own throat
In permitting a competitive entertain-
ment medium to promote it-elf at lit-
tle or no cost.
ABC T\ feels, however, that the en-
tertainment value of movie -tars jus-
tifies the use of movie studio plugs
and holds that such promotion can be
intrinsically interesting if handled
properly. The final judge of this ar-
gument will be. of course, the tv au-
dience.
During the da) the network- were
in about the same position a- last year.
( H.^ IA programs practically through-
out the entire daj and has a nice roster
of sponsors. It- success with daytime
is the major reason for CBS TV's bill-
ings leadership. NBC T\ i- -'ill seek-
ing program formulas and ha- been re-
arranging and switching programs all
\ear. Following the abortive trial of
IN GEORGIA /
you can
have your cake
. . . and eat it, too
SEE PAGE 55
Breakfast Club a- •> morning simul-
. .i-i. \l!( '. I \ was w ithout an) da) -
time programing until >t struck gold
with the Mickey Mouse Club. The web
will use the latter -bow a- a beachhead
for it- upcoming 3:00-5:00 p.m. movie
-trip.
To both \BC l\ and MIC TV the
sliding fortunes ol the soap opera
Beemed to indicate a need foi prot id-
ing nighttime dramatic \ .due- dm ing
the dav. NBC TV's answer was 1/"/-
inee Theatre, a huge program project
involving one-hour live diama- evciv
dav from 3:00-4:00. \i:< l\ will pre-
-eni. starting 1(> January, tit<in<><>n
Film Festival, with such l>riti-h fea-
tures as "Hamlet." "Genevieve and
'The Cruel Sea."
Spending: Network spending ac-
counted for more than half of all ad
revenues spent on tv ihi- vear. TvB
estimates the l(r>."> total will be $549,-
500,000. This compares with -117.-
900,000 for 1954, the final McCann-
Krickson calculation.
The increased spending, while due
to a number of factors. actualK boil-
down to one: the greater number of tv
homes available to the advertiser. I hi-
ini reased audience was converted into
greater costs via increases in rates and
talent prices. The competition of the
networks for talent, the dominance of
such talent agents as the \\ illiam Mor-
ris Agency and MCA, tin- demand
among advertisers for time slots at
night all contributed to boost prices
but these factors would have been
minor were it not for tv'- constantly
g] mi ing audience.
While it might seem that rising tv
time costs would call for stringent
economies on the talent and produc-
tion level, it actuall) works the other
wav. With sponsors plunking down
million- lor network tv. they are not
inclined to economies which might en-
danger a -how - appeal. The networks.
I"i competitive reason-, an' not in-
clined to let show qualitv suffer.
The incerasing amount of tv film
product available has tended to put a
ceiling on half-hour shows. Most of
them run about (30-35,000. However,
in the case of such show- a- / Love
Lucy and The Honeymooners, the
prices paid to star talent bring up the
-how - cost well above that ceiling.
Spot tv
Like network, spot tv had a banner
vear. \dvertisers spent about $275.-
Stars Sell on
Alabama's
greatest RADIO station
Birmingham
Latest addition to the VC'API an-
nouncing staff. Ken comes to Bir-
mingham from Peoria, III. There
he was program director, musical
personality, and commercial an-
nouncer. He has a fine musical
background. With his proven ability
to please housewives, Ken is doing a
strong selling job for the products
tied into his programs.
You can SELL
Your Products
to Alabama folks
If you TELL
them on programs
they enjoy hearing
Represented by
John Blair & Co
Southeastern RepretcrttJtjy c:
Harry Cummings
26 DECEMBER 1955
95
000,000 111 the medium this year, ac-
cording to a TvB estimate. This com-
pares with McCann-Erickson's figure
,,i -2ir>.200,000 for 1954. Thus, in
both years, spot spending was about
half thai of network.
Top user of spot tv is P&G, with
Brown and Williamson a strong sec-
ond. The auto companies, so liberal
with their network 1\ dollars, were
lairK active (espccialK (irneral Mo-
tors and Ford i hut were not among
the top 1". according to "Rorabaugh
Report."
Other big spenders include Colgate.
General Foods, Sterling, Toni, Bio. k
Drug, Standard Brand-. National Bis-
cuit. Bulova, American Chicle, Miles
I aboratories, Kellogg.
Just how much each spot tv adver-
tiser spends has been a deep, dark
secret for the most part. But this year
TvB and the N. C. Rorabaugh Co. an-
nounced the regular release of spot tv
dollar figures by clients. First figures,
covering the last quarter of 1955, will
probably be out in early March. This
is considered a great victory insofar
as promoting the medium is concerned
and it will relieve ad agencies from
the onerous chore of digging up or
paying for dollar figures themselves.
EVANSVILLE INDIANA
WISE
BUYERS
CHOOSE
The Answer To Tired Movies
"The Nightcappers"
MON. thru FRI.— 10:30-11:30 P.M.
— bright music with
LOREN BLAKE'S BAND
—Emcee JIM STEWART
—Starring PETE DOOLEY
ParticiDating Spots Available
Represented by
MEEKER TV, INC. — ADAM YOUNG
ST. LOUIS
"B,"
plans
effect
wide-
NOW OPERATING
WEOA— CBS RADIO
(See "One down, one to go,"' sponsor
3 October 1955.)
Spot buying of announcements in
1955 did not take any markedly dif-
ferent paths than the \ear before.
Nighttime periods remained in high
demand, naturally, and the fact that
new l\ stations did not come on the air
in large numbers made it just as hard
as the year before to find good avail-
able spots. There was evidence of a
heightened interest in early evening
periods, one reason being it's the next
best thing after "A" time.
Stations continued pushing
"C" and "D" time with package
carrying hefty discounts. The
of these plans, if they become
spread enough, will be to destroy the
conventional formula, which came
down from radio, of charging half
of nighttime rates for daytime. The
oQc/c formula doesn't sit well with ad-
vertisers, am way, since many main-
tain that daytime viewing on the aver-
age is more nearly one-third of night-
time sets-in-use.
Film syndication
Despite the many problems faced by
syndicators, they had a good year.
The amount of product increased, in-
come went up. the substantial syndi-
cators became more substantial. Screen
Gems, as one example, almost doubled
its sales in 1955.
New grist for the syndication mill
mounted. Some quarters felt the sup-
ply was becoming greater than the de-
mand. But the big firms still did well
in the net profit area.
An increasing flow of network shows
appeared in syndication channels for
re-run use. The backlog is now big
enough so that syndicators can (and
do) sell re-runs in strips, which
has been solving a lot of programing
headaches for stations. A number of
made-for-syndication films were of the
costume drama type.
Feature films continued strong. Just
as on the networks, a number of good
quality British films have been show-
ing up in local station programing.
The outlook for feature films on tv is
for more of it. There's the RKO li-
brary bought by General Radio's Tom
O'Neil. After four years National
Telefilm Associates finallv made a deal
with David 0. Selznick. The firm
bought 11 Selznick features at about
SI 00,000 per.
The much-sought-after status of be-
ing strong in both national and local
sales occupied syndicators' thinking
during 1955. The almost-merger be-
tween Screen Gems and TPA was an
attempt to set up such an outfit. The
would-be merger contemplated a join-
ing of Screen Gems' national and net-
work know-how with TPA local sales
staff and local know-how. At Ziv,
where about 60$ of tv sales are in
single markets, one man, Bernard
Musnick, was given the job of doing
nothing else but selling the idea of
spol to national advertisers.
Tv and government
Three major issues involving tv
came to a head in Washington in 1955.
They were (1) allocations and uhf,
i 2 l fee tv, l 3 I network probe.
Most immediate and pressing was
the allocations issue as the uhf situa-
tion worsened and it became clear that
something would have to be done to
assure a truly national and competitive
tv industry. The FCC threw the entire
allocations issue open to rule making
as it denied (presumably until the is-
sue was thrashed out) petitions for
deintermixture. The one positive step
taken, a drop-in of a vhf channel in the
Albany area, was held up by the U.S.
Court of Appeals on the petition of a
nearby uhf station. The effect of this
decision may stall any vhf drop-ins ap-
proved by the FCC in areas where de-
intermixture petitions have been de-
nied.
The question of whether uhf has anv
future at all was implicit in the ap-
pointment of an ad hoc committee by
the Office of Defense Mobilization to
see whether it is possible to transfer
an) new vhf channels to commercial
video s use. However, in an announce-
ment early this month, ODM pointed
up the problems that would have to be
solved before anv channels are trans-
ferred. These were listed as ill ef-
fects on national security of channel
switches. (2) cost of such switches.
(3) availability of equipment and l4i
time required to make the switch. Not
100% NEGRO PROGRAMS
I'M*] :i
IN NASHVILLE, TENNESSEE
96
SPONSOR
mentioned b) the I 'l)\l was the fat i
that new \hl channels would require
com ii ti r - foi l\ Beta QOW ill use JUSI
.1- ulii does.
Ilc.u does the FCC feel about allo-
cations? \- a group, it cannot agree
on an answer. I lif interests fear that
the commission will not take snj dras-
tic steps.
I In- fee i\ issue was joined in L955
as the public first began to Irani what
it might mean. The FCC was clearl)
in iki burr) to make am final decisions
on the question after it received com-
ments from interested parties, \nti-
fee t\ groups, which includes most of
the broadcasting industry and movie
exhibitors, were joined in spirit l>y the
newly-merged AII.-('K). whose last act
at it- founding convention was to at-
tack fee l\. I lie fee t\ issue i- related
to the allocations problems in that
some uh (broadcasters Bee fee tv as
their Balvation.
The FCC's probe "I networks will
probabl) get under waj in earnest next
year. This \ear saw the appointment
of the staff for the study. The staff's
headed h\ Roscoe L. Harrow, dean.
I niversit) of Cincinnati Law School,
while executive secretary is Louis II.
Mayo, assistant dean. George Wash-
ington I niversit] I. aw School. The
statl includes Harr) .). Nichols, who re-
ccnth retired as senior vice president
and part owner of \luiiim. Malloj ^
Ni( hols ad agency. He will serve as
advertising; and marketing consultant.
The staff appointments followed in-
formal discussions between the FCC
and the national radio-U networks last
month. The discussions were to help
the FCC determine the scope of the
inquiry. While the FCC said it had no
"What if I do have a new sled! I
can't hear KRIZ Phoenix this far
from Arizona!"
intention oi disrupting normal network
operation in it- quest foi data, the net
woik representatives, who included
David Sarnoff, Pal Weavei ol NB(
Frank Si mton, Ri< hard Salant of I BS
Robert Kintnei "f \1>< and John P
oi MBS, felt the FCC was asking foi
information whose need was question-
able.
Color Iv
So fai a- Bet production is con-
cerned, 1955 was a quiet year f"i coloi
but it ma) be the calm before the
storm.
\lioiit 50,000 color -els were pro-
duced this year, most <>f which were
installed in homo. Indications are
that '><>' i of color t\ production i- now
coming from RCA. which i- turning
out sets for other manufacturer- in
addition to its own line. RCA's Board
Chairman David Sarnoff revealed at
an NBC color tv press conference in
November that his firm was producing
and installing l.(MK) color sets a week.
He also said at that time \'.i Novem-
ber i that lO.OIH) color receivers had
been purchased.
About 100 color sets a week are
coming off the West Coast production
lines of Hoffman Electronics. II. Leslie
Hoffman, president of the firm, said in
a speech this month that to his knowl-
edge onlj two companies (RCA and
Hoffman) are turning out 21-inch
color receivers engineered and manu-
factured in their own plants.
Hoffman predicted a 300.000 color
set \ear in 1956. This compares with
a 200,000 estimate by General Sarnoff
;:nd a 2">l •.()(>() set estimate In James
D. Secrest, executive vice president of
RETMA. Backing up Secrest's esti-
mate was a similar one from Arthur L.
Chapman, operations v ice president of
S) K ania.
A 300.000 set year would easilj fit
General Sarnoffs definition of mass
production which, he said, requires
-ales of 20-25,000 a month. Such sales,
the General said, would enable the in-
dustry to bring down price- substan-
tially.
Just how cheap color tv receivers
would be at that production rate was
not indicated, but it i- significant that
RC V has just brought out a color table
model at >(>''i. This model i.- one of
fi\e RCA introduced to its field reps
12 December. RC As tv vice president
.mil managei < harles P. Baxtei said
R( \ plana to turn out tn it e aa man)
• oloi id eivera dui ing the fit -i half oi
1956 a- it did dui ing the set ond hall
of 1955. Sint e tin- would invol
produt tion E iboul >' 1,000, it
seeme apparent lt< \ ia expo til
numbei of othei m tnufai turei - to get
undei wa) in 19
One good indication thai 1956 ma)
be the jreai of coloi breakthrough i-
tbai \li< . w lin Ii baa done no • oloi
programing, feela it i an start in the
fall oi L957. lln- starting date i-
predicated upon Ml' - anal) -i- oi
some industr) estimates there ma) be
as man\ as five million coloi receivers
1>\ that time
NBC I V uh reased its coloi pro-
graming in 1956. It i- now running
two daytime -trip- Howdy Doody
and Milliner I heat re in coloi regll
larl\ in addition to BOO tat ulars and
other show-. CBS TV color program-
ing remained at about the same level
It i- running the dene \uli\ Shou and
the Red Skelton Shou in color as well
as the honl Stai Jubilee and some of
it- other periodic shows.
A color highlight ol the yeai was
the announcement that NBC wa- con-
GET BEST
COVERAGE IN
BOTH
COLORADO SPRINGS
AND PUEBLO . . .
mi
CHANNEL 11
Tronsmitter atop Cheyenne
mountain, ONE MILE above
market area.
126,000 families equals
America's 108th market.
CBS and ABC
for
Pueblo, Colorado -Springs
and Southern Colorado
THE BOILING CO., INC.
Southern. Clarke Brown Co.
26 DECEMBER 1955
97
verting WNBQ, Chicago, into the
"world's first all-color tv station," as
part of a $12 million plan to push
color programing. At the tv affiliate's
convention in Chicago later, new NBC
president Rohert Sarnoff said the NBC
I \ o&o's would be likewise converted
one by one. * * *
1955 RADIO
[Continued from page 29)
ried to new heights with the offering
of six- and 30-second announcements
in addition to minutes.
Probably the most far-reaching sales
plan insofar as network flexibility is
concerned is Mutual's run-of-schedule
plan. Under this plan advertisers can
buy five-minute shows which can be
plaved back on affiliate stations at any
time within certain time periods. There
are three of these time periods: 6:00
a.m. to noon; noon to 6:00 p.m.;
6:00 p.m. to Midnight. There is even
a provision under which only the com-
mercial would be played back. In such
a case it would be spotted in a local
show (within the time period speci-
fied) by the affiliate. Despite the fact
YOUR
CLIENTS will
enjoy a happier
1956
(and so will you)
IF
you schedule
their messages
to
MAGNIFY YOUR SALES
IN THIS STABLE $140,000,000.00
MARKET
University City
Rich Lumbering and
Agricultural Area
that announcements under the run-of-
scheduled plan are priced especially
low, there have been no takers as yet.
CBS this year opened up a total of
nine shows for participation buys un-
der a special segmentation rate of
$2,100. This includes five minutes of
programing, time and talent. NBC is
selling one-minute participations at
night in a group of eight "Top 10"
shows, the reference being to the fact
that a number of the shows have ap-
peared high in the rating lists. Some
of these are strips (such as The Great
Gilder sleeve) , some are conventional
half-hour programs I such as Dragnet
reruns), one is a 110-minute show
{National Radio Fan Club).
Many of these spot carriers are be-
ing offered at rock bottom prices.
Though cost-per- 1,000 is in some cases
higher than locally-produced shows,
the actual price per station is usually a
good deal less than the station's spot
rate, a fact that has irritated both sta-
tions and reps.
Advertisers with fast-moving pack-
age products have shown more than
usual interest in spot carriers. Philip
Morris and Brown and Williamson are
segmentation sponsors on CBS. Grove,
Pearson and Norwich were participa-
tion sponsors on Mutual. Pearson and
Norwich are in Mutual's Multi-Message
Plan at night plus Storytime during
the day.
The appeal of five-minute segments
is shown by what happened to ABC's
long-running and popular Breakfast
Club. In September the show, which
was sold in 15-minute participations,
was sponsorless. Later in the fall, the
sale of five-minute segments was in-
stituted. By the middle of December
the show was three-quarters sold out.
Network rate structures underwent
some changes in 1955. In most cases
there was not much change in actual
rates but rather a simplification of the
enormously complicated discount ta-
bles of the past. Mutual came up with
a drastic simplification of its rate card.
This involved formalizing the single
rate that was, for practical purposes,
already in effect, setting up one dis-
count schedule for participation shows
and another discount schedule for run-
of-schedule announcements. The other
networks also have special discount
structures for participation buys. This
tends to bring back some of the com-
plexity which was done away with in
the rate card for conventional bu\s.
The rate card changes had one bad
effect. Since gross rates were substan-
tially changed for the first time in
many years, PIB was hard put to come
up with gross billings figures that were
both comparable as between networks
and comparable with past PIB figures.
After an unsuccessful attempt to try
and get the networks to get together on
some kind of rate structure that would
be comparable, PIB dropped is report-
ing of gross time sales last summer.
Radio was thus without both published
figures on network and spot, a situa-
tion which many broadcasters felt
could only hurt the medium.
Ad agencies, which have a hard
enough time figuring out spot spend-
ing by competitors, now have to spend
time on network calculations. This is
not as hard as working on spot but it is
more difficult than it was during the
early days of network radio when sin-
gle show sponsorships were the rule
and discounts were simple enough for
almost anybody to understand.
Spot radio
After a slow start at the beginning
of the year, spot radio picked up
mightily follow ing the summer. Speak-
ing of this rush of business, Lawrence
Webb, managing director of the Sta-
tion Representatives Association, said:
"The fourth quarter of 1955 in spot
radio parallels another famed fourth
quarter — the last three months of 1954.
when the upswing of the general econ-
onn resumed. Spot radio, too, resumed
its upward swing in a happy fourth
quarter. Not only were spot radio time
sales on the upswing late in 1955, but
campaign plans, requests for avail-
abilities, intimations of more spot busi-
ness for 1956 are on the highly opti-
mistic side."
Webb said the year was marked by
more saturation campaigns for grocery
and drug products and "a remarkable
New York — Richard O'Connell, Inc.
San Francisco — Broadcast Time Sales
Chicago — Broadcast Time Sales
98
SPONSOR
increase in auto business." Individual
1 1-| >- al-< > reported an in< rease in sat-
uration campaigns and laid -nun- of
this increase to a greater varietj <>f
pa< kage plans and plans pro\ iding for
bigger campai
Package plans in the main are used
io |ui-.li times ""I in great demand,
such a- nighttime and eai l\ aftei noon.
Early-morning time remained in high
demand with Webb reporting an "oc-
casional shortage "I f d availabili-
ties." I here appeared t" be a grow ing
interest in late aftei n i to i atch men
driving home from work, a further
indication <>t the growing importance
<it auto listening.
Some stations have been setting up
alternate package plans, one of which
would include earl) morning time
m bile the other wouldn t. \- an ex-
ample, one large metropolitan station
otTcrs 12 announcements for $180 out-
side of earl) morning time or foi $225
to include Cue announcements during
that premium period. In some ca-e-.
stations count early-morning announce-
ments as credit toward a package plan
rate hut charge separatel) for the
earl) -morning announcements.
Package plans also offer special low
rates for i im-of->chedule announce
ments. In some cases, reps complain,
stations use this as a rate-cutting de-
\ ice. I hat is, the) charge a lower
price For the run-of-schedule order but
give the advertiser the fixed positions
he wants an) wa) .
I he trend toward the single rate
continued. SRA's Webb told sponsor
that the overall differentia] between
da) and night rates for the nation's
2,700 stations has been reduced to
about 10%. In other words, daytime
is now In cheaper compared t<> the
50 figure during radio's halcyon
days. However, heeause of pa ka-e
plan prices and rate cutting, the differ-
ence is probabl) even less and in main
cases nighttime i an be bought more
cheapl) than daytime. One rep re-
ported than on one of bis stations the
"single rale" applied oni) until 8:00
p.m.. after which the rate was reduced.
Much spot activit) in 1955 was con-
centrated in the top markets. Since
IN GEORGIA...
it takes
5 slices
SEE PAGE 55
these are also the top t\ markets, the
explanation in most i ases is thai adv< i
tisera a< live in i\ have been using n
dio basicall) to beel up theii t\ sched-
ules m the lai ge i il ies. Man) reps,
realizing this, have been selling clients
on the idea oi taking some tnone)
sa) l»> "i 2 it ol theii i\ budget
and putting it into radio. The reps
make the point that radio's <■• onom)
i an result in man) more aiK ertising
impressions w ithoul loss oJ t\ impa I
Vided \>\ the kind of data pi o\ ided
b) Nielsen, advertisers are finding out
that adding radio to i\ also add- a
substantial audien e. Advertisers not
onl) can reinforce theii t\ message
w ill] economical radio bu) 8, but I an
1 1 i reach t\ homes not reached b) t\
and (2) reach radio-onl) homes, which
still represent aboul 30' I of U. S.
households.
Among the programing trends in
1955 was the adaptation ol \B( '-
Monitor to local use. \\ bile music and
new- remained strong stations in-
creased their efforts to idenrjf) them-
selves with their communities. One
trend noticed was the use of the tele-
phone to call listeners and ask them
what the) think about local issues.
Both questioner and questionee are
heard on the air. Sometimes public
officials are questioned. While this
type of programing has been most no-
ticeable at niiiht. it i- beginning to ap-
pear during the day, too. One advan-
tage of this kind of programing is that
talent costs are low .
I be problem of \ oice clarit) over
telephone lines has come up. It has
been noticed that fidelit) of telephone
voice reproduction varies in different
cities. However, it was discovered thai
careful engineering 1>\ the station can
improve voice quality.
One thing is certain, however, in the
extensive use of the "beeper" phone
b) stations, the) are trying to reach
out into communities and lurther de-
fine their identit\ much like a new-pa-
per does.
Perhaps this thinking on the part of
local stations will be radio- lour <!>■
force in the coming year. More and
more radio in general is coming
around to the idea that community
identification is jn-t as important as
the programing content. Linkage with
a communit) brings recognition, rec-
ognition brings additional listeners,
additional listeners brings a greater
revenue potential.
!!•■! rowin • a paae from the ni
papers, perhaps i adio has now rea< bed
the point when it feels "all ;
ami will in I''
even greatei inroads into i ommunit)
activity.
Ii - apparent tl re of
the Wonitoi approai h h ill burst forth
• rreatei depth will be given
i" news coverage, more thought given
to the like- and di-like- of the area in
all programing forms. I here uill be a
itei effort on the part ol -i itiot
be< ome i ommunit) -poke-men. usurp
ing Bomewhal the role held bo long b)
newspapi i s.
\\ hatevei the result it h ill be i'
esting to watch. Radio has undergone
a distinct mutation and. although -till
in the proi ess, is leai nil to sun ive
in the new environment. Further
changes will take place but the \
ous, l-ha\ e-|o uml-m\ -mark assertion
that marked radio in 1955, will become
moie pronounced in the coming year.
* * *
ROCHESTER
N.Y.
WHERE THERE
IS A
WILL
THERE IS
A WAY!
s4*ut tHe
catty c'j
tvctH . . .
"WILL'moyle
Leading deejays todav across the coun-
try include WILL MOYLE, W \ I I
Rochester . . . refreshingly different
BILLBOARD said it and we re glad—
and your client will be glad. too. with
results the Will Moyle wa) on \\ \ I I
the [NDEPENDENl Network station
5000 WATTS
1280 KC
Honored by
Stan Kenton's
recording—
•ACCORDING
TO MOYLE"
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
26 DECEMBER 1955
99
gives you
All:
Market ...
Coverage • • .
Yfogrammiiig
Contact us h
or call your \.
John Maif man \
TODAY! X CHICAG07
890 KILOCYCLES • 50,000 WATTS • ABC NETWORK
^ When the surveys indicate that ^
W HBF am • fm • tv
is the
"QUAD-CITIES' FAVORITE"
. . . we believe that this dis-
tinction has been earned and
achieved through the 25 years
of continuous, reliable WHBF
service in the broadcasting of
news, education and entertain-
ment to an appreciative Quad-
City community . . . now 1/4
million people.
Les Johnson, V.P. and Cen. Mgr.
I
I
I
I
I
I
WHBF;:
TF.LCO BUILDING, ROCK ISLAND, ILLINOIS
Represented by Aver y-Knodel, Inc.
wsi iters
11 MTCFllll
o o
.Alfred IK. Steele, chairman oj the board of
Pepsi-Cola, announced the account will be taken
over by Kenyon & Eckhardt, effective 1 April 1956.
The $S million account had been the subject of
much speculation when it dropped Biow-Beirn-
Toigo earlier this month after having approved the
1956 ad campaign at a bottlers' convention in
Miami. Rumor had been rife that D ' Arcy would
land the account, replacing the $15 million Coca-
Cola billing that went in \1< (ann-Erickson. Steele
had been with U Arcy in 19.J9 on the Coke account,
later a Coca-Cola vice president.
John F. Hardesty joins the Radio Advertising
Bureau as vice president on 1 January. His last
position was Eastern sales manager for the West-
inghouse Broadcasting Co., although he had been
with RAB from 1951 to 1953 as director of local
promotion. RAB President Kevin Sweeney com-
mented: "Our (utilities are multijdying and our
budget is expanding considerably over the next
few years. These facts make it doubly fortunate
that Jack Hardesty is rejoining us. He is familiar
with our operation and enjoys an excellent repu-
tation . . . for his ability to get things done.''
Harry W. Chesley has been named executive
vice president and a director of D' 'Arcy Advertising
effective 2 January. He joins the agency in St. Louis
after leaving Philip Morris where he was vice
president in charge of marketing. Having started
with Philip Morris in 1952. he directed the
"change of dress" promotion during this past
year and introduced the new Marlboro cigarette.
Earlier he had been vice president and national
sales manager for Pepsi-Cola, national sales pro-
motion manager for Pabst, package goods sales
manager for Swift in the eastern I .S.
II ifficim Miesegaes, president of Trans film,
revealed that the company would enter the theatrical
motion pidure and television film programing
fields in 1956. Transfilm began in 1941 as an indus-
trial film producer, turned to tv commercials in
1951, then formed three separate divisions in July
of this year to handle industrial films, tv commercials
and sound slidefilms. A new division. Special
Projects, has been established to work on theatri-
cal and tv films. It is headed by Walter Lowen-
dahl, executive vice president, iormerly in the
industrial films division.
100
SPONSOR
ADVERTISERS' INDEX
i
TELEVISION
TALKS
transcribed from the
BMI TV CLINICS— 1954
A most practical . problem-
solving book on Television
Management and Production
. combine- the knowledge
and experience- of 32 T\
leaders in every phase ol TV
programming and production
. factual, informative and
down-to-earth . . . novi a sec-
ond printing.
"One of the more authorita-
tive industry volumes, tanta-
mount to a college course in
updated thinking within the
industry. " Variety
Published bj BMI and made
available as an industrj serv-
ice at the cosl of transcribing
and printing.
340 pages — clothbound
$4.20 post paid
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
\ i-.i ■ TV Ni tworfc
Mr Trail Q i>
101
Km di 1, ii"
•
\ I . Iih'
101
Channel 10, Rochester, N. v.
i lolumbl -■ ' woi k
17
i i . . A Peteri i nc
M, i :iatchj B ng
73
\iiii Conl Inenl ( :i oup
ii
NBC tv \. i wot k
84-85
RCA in; ii g Prod
!», 80-81
Sana. In,-
76
si'i »NSOR
58-59
Standard Rate A Data
78 t;
Stelnman Stations
3
Tlmebuj inkr Ba
M
KBIG, Hollyvt i
6
KERG, Eugen
K Ki'u . Port Smith, Ark.
10
Ki INC, Amarlllo
102
is- ;\ i i-TV, Missoula Mont.
■
KOI i. TV, ' lalveston
24
KING-TV, Seattle
12
KKTV, Pueblo
97
k M a. Shenandoah, I< wa
B7
K.\ir.r-T\'. K;iiinis i'iIv
RC
KMPC, Los A.ngi lea
11
KRIZ P in v
92, 97
KSDO, San Diego
8
KSTN, Stockton
83
KSTP-TV, Minneapi lis
1 1
kt i is. i.ii tie Roi k
5
KTl'l.. Tulsa
1 0
KVWii. i'li.\,im.
94
KWKW, Pasadena
9S
WAIT. Birmingham
95
WBAY, Green llav
PC
WBEN.TV, Buffalo
69
WBNS, Columbus, Ohio
71
W<TK, Akron
-. 83
WDBJ, Roanoke, Va, .
13
WDIA, Memphis _
4.".
WEHT.TV, Henderson, Ky.
91
WFAA-TV, Dallas
-. 20-21
WFBC-TV, Greenville, S. C
79
WKI'.I.. S\ raeuse
13
WFMY-TV. Greensboro
23
WCY. Sehenectadv
4'.'
WHBP, Ri ek Island, 111.
100
WHTN-TV, Huntington, W. Va. _
94
will e Des Moines
17
wii,k-tv. Wilkes-Barre
it
wiTX-TV. Washington, x C
18
Wk'r.x-TV. foungstown
12
WI.Mf,, M imieapolis
74
wi.s Chicago
ion
WMAQ-WNBQ, Chicago
- 67
WMAR-TV, Baltimore
22
W.MT. Cedar Rapids
19
WNDU-TV, South Bend
101
WNHC-TV, New Haven
7«
W< »LP, S\ rai use
WOW-TV, Omaha
IRC
WREX-TV, Rockford, 111.
90
WSJS-TV, Winston-Salem
89
WSOK, Nashville
WSRS, Cleveland
WTVi: Richmond
IFC
WVET, Ro< hester
WW J, Detroit
43
WXEX-TV, Richmond
7
In looking
over the
O BVIOUS
Don't
ove r I o o k
the
POSITIV
It's this simple!
In only 114 days of commercial opera-
tion WNDU-TV has achieved the Number 2
position* of audience dominance in the
South Bend Elkhart market. This impressive
showing expresses eloquently the accep-
tance of WNDU-TV by the more than 200.000
families it serves and ihe confidence
shown this station by its advertisers both
local and national. We are proud and thank-
ful for this auspicious beginning. In only
114 days, we couldn't ask for more.
Total "Ftrstt" by quartc-hour jeg-
menft according fo AKB Nov. 6-12.
Represented Nationally
by MEEKER TV
WNDU-TV
CHANNEL 46
26 DECEMBER 1955
101
SUBOURBON
LIFE
or I ain't looking for work—
I just want a job
The manager of a candidate for county
office, so a Texas story goes, awakened
his charge from an afternoon nap and said,
"Tex, according to a story making the
rounds, you ain't taken a sober breath since
Thanksgiving. How'm I going to get you
elected judge with that kind of conduct?"
"You etcetera," the man answered, "you
wake me up for that? I can't pay no mind
to talk like that — I'm spending all my wak-
ing hours fighting false rumors."
The rumor that our ten thousand watt a.m.
signal covers New York is false. The fact
that it covers 78 counties with a population
of approximately 2 million is true. The
rumor that Amarillo is first in the nation
in retail sales per household is true.
K GNC
J \
Amarillo
AM-TV
NBC AFFILIATE
AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Katz Agency.
102
SPONSOR
L
REPORT TO SPONSORS lor 2€ December IMS
( CoiifiiiiMMf i'roin /><!<;«• 2>
Small market Problem of spreading network programing to small tv markets moved
tv progress significantly toward solution during 1955 with establishment of CBS
TV Extended Market Plan and NBC TV Program Extension Plan. At year's
end, for example, CBS TV reported EMP in first year acquired 26
participating stations, 46 national advertisers placing 59 network
programs on EMP stations. Index of progress is fact CBS TV couldn't
sell EMP stations before plan, but since has voluntarily granted 10
of them rate increases.
-SR-
RAB-SRA action Close cooperation between SRA, RAB in promoting spot radio and
for radio hailed radio in general was cited by Adam J. Young, Jr., president, Adam
Young, in annual report to SRA members. Young was elected to SRA
presidency for second term. Other officers: H. Preston Peters,
president, Free & Peters, vice president; Robert Meeker, president,
Robert Meeker Associates, secretary; Eugene Katz, president, Katz
Agency, treasurer. Elected to Board of Directors: Joseph Weed, presi-
dent, Weed & Co. ; Lewis H. Avery, president, Avery-Knodel ; John P.
Blair, president, John Blair & Co.; John E. Pearson, president, John
E. Pearson Co. Elected to SRA membership were H-R Television, H-R
Representatives, both headed by Frank M. Headley ; Broadcast Time
Sales, headed by Carl L. Schuele.
-SR-
"Bonus" on ABC Tradition of special discounts to charter members of new program
daytime movie innovations to get show off ground is continued with ABC TV's "After-
noon Film Festival." Charter discounts range from 25 to 30%. There
are also regular frequency discounts for participations in 2-hour
daytime strip. Web offers 4 participations per half hour: one 90-
second, 3 60-seconds. Price per minute starts at 52,500, goes down
to $1,600, per 90 seconds, 33,750 to 32,400. Special discount, or
bonus, offers 2 free participations for every 8 bought, 3 for 10,
6 for 20, 9 for 30, 12 for 40. Bonus offer starts with show
premiere, 16 January, runs until 2 March.
-SR-
Radio-tv directors Survey of major and medium-sized agencies shows key agency executive,
headaches radio-tv director, plagued by (1) continuously expanding functions,
(2) need to be multi-faceted expert, (3) lack-of time. Many radio-tv
directors today have far stronger hold on large air media accounts
than account executives, also play vital role in influening advertis-
ing strategy through their position on plans board. For detailed
analysis of radio-tv directors' problems and headaches, see page 36.
-SR-
Du Mont burial Hardly mentioned in trade press in wake of latest PIB gross tv net-
is official work time billings was fact that October marked first month when
Du Mont billings were nil. While it is not news that Du Mont is out
of network picture, lack of dollar figures from PIB makes it official.
-SR-
Hollingbery Hollingbery, station reps at a Chicago meeting made following promo-
re-aligns staff tions effective 1 January. George P. Hollingbery to chairman of the
board, F. Edward Spencer Jr., vice chairman; Fred F. Hague, presi-
dent, radio division; Harry Wise, president, tv division; George
Lindman, director, West Coast operation and Ray Edwards, manager,
Los Angeles office.
26 DECEMBER 1955 103
SPONSOR
SPEAKS.
Station stalemate
Through a peculiar coincidence, at
year's end the number of commercial
tv stations on the air exactly equals the
number when the year began. This
doesn't mean that no stations at all
were added. Some important news sta-
tions have come on the air. But there
has been a corresponding mortality in
ulif and uneconomical market stations.
The sad commentary is that the al-
location and deintermixture problems
Facing the FCC have so severely cur-
tailed new station growth that every-
body has suffered. And everybody in-
cludes not only the public, the adver-
tiser and the suffering uhf outlets but
the healthiest tv stations as well.
It may be hard for a New York ad-
vertiser or agency to appreciate it. but
highly prosperous stations in markets
which need more outlets are plagued
more than a little by ( 1 ) an inability
to accommodate advertisers with no
place to go. I 2 I the problems of agen-
cies who have proven highly coopera-
tive and feel that thev deserve better
than a "sorry, no time," and (3) the
complaints of viewers who justifiably
want a fuller choice of programs.
Because of the severity of the situa-
tion we are of the opinion that the bot-
tleneck will vanish before many months
are out. After all, the FCC isn't happy
about the state of things either.
* » #
Audimation
In the past few years, since radio
broadcasters have stirred themselves
out of their lethargy, we've run across
a number of revitalizing techniques,
good and otherwise.
One that has caught our fancy is
Audimation, which KMOX, St. Louis,
defines as, "The creation of responsive
mass audiences through deft radio pro-
graming."
We're happy to note that radio set
sales will total 14 million or more this
year. No doubt a goodly portion of
this great demand is due to what
KMOX fondly labels Audimation or a
reasonable fascimile thereof.
* * *
Tv set count status
Report No. 11: What has been ac-
complished in 1955 to bring advertis-
ers the tv set count and coverage in-
formation which is not now available?
Week by week as we record progress
on this vital front we are amazed at
how much has happened since Report
No. 1 in this series of editorials ap-
peared. As the year comes to a close,
this is the picture with our interpreta-
tion:
ARF's set estimates: The Advertis-
ing Research Foundation has now de-
veloped an approach to calculating
county-by-county tv set counts based
on all available raw material. Work is
in progress with a useable report ex-
pected by early spring. We predict
that this report will be used eagerly
by advertisers and agencies. It will be
the first set count in tv industry his-
tory of a county-by-county nature
which comes from advertising's own
research group.
The pity is that ARF has to turn to
projection methods to fill a gap which
should have been filled from the be-
ginning by an industry-supported re-
search organization doing regular field
research.
Nielsen Coverage Service: The sec-
ond NCS, Nielsen has assured its cus-
tomers, will be available by next fall.
Radio and tv station coverage infor-
mation as well as tv set count data will
be furnished. We predict, again, that
the new data will be eagerly used.
But, again, it's our observation that
it's a pity the industry itself hasn't
been doing studies all along of like
nature.
NARTB' s Caul project: Providing
that the Nielsen Service (or some other
that springs up) does not become an
industry fixture, the solution to the
problem of getting circulation on a
(1) regular and (2) industry-accepted
basis probably lies with the NARTB's
Cawl project. The NARTB and its
Committee has pursued this goal
through the long stages of testing a
new research method. It has an-
nounced 1957 as a target date for ini-
tial figures.
We urge NARTB to step up its pace.
If it can provide a single accepted
source of figures, NARTB will once
and for all end the tv circulation data
problem in what is to us the most logi-
cal manner.
Applause
Pepsodent puts spot across
"Sure, spot radio has a lot of im-
part on the consumer. But how are
you ,^<>mg to merchandise it to the
dealer?"
For years SPONSOR has heard admen
summing up the spot radio merchan-
dising problem in these terms. They're
defeatist terms. They're terms which
don't fit the experience of dozens of
advertisers who have learned how to
dramatize spot radio. But because
this seems to be a fixation with so
many admen we were particularly
pleased to get a look behind the scenes
at a new Pepsodent merchandising
campaign which began this fall.
Pepsodent started with a jingle. It's
a simple refrain which goes, "You'll
wonder where the yellowr went, when
\ ou brush your teeth w ith Pepsodent."
Pepsodent decided to invest over $2,-
000,000, more than half its total ad
budget, for airing the jingle via radio
during 1956.
Next step, how do you dramatize
that decision? Too many advertisers
would have kissed it off with a few
buckeye mailing pieces. But Pepsodent
embarked on a campaign to sell its
dealers in keeping with the thinking
and intensity of the consumer cam-
paign. As one major step, it hired
three attractive girl singers and dis-
patched them cross country to visit
dealers.
We predict that with this kind of
showmanship behind its campaign this
refrain from Pepsodent's presentation
to dealers will prove apt:
"You'll wonder where the toothpaste
went, when you stock your shelves with
Pepsodent." I For the Pepsodent story,
see page 30 this issue. I
104
SPONSOR
IV BUYERS
OUTLET
^
in
OMAHA
Hi *<*
IS
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WOW-TV
FRANK P. FOCARTY, \ ice President and General Manager
\
channel
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We supgost that you chock your availabili-
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TODAY with Blair-TV or Fred Ebener.
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MEREDITH "£<uU* <utd lehoi^m STATIONS
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BC-TV people
are putting new life into
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KM BC-TV
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The way Kansas City is swinging to "Big-Time" Daytime on
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11 Bea Johnson — Kansas City
1 homemaker. Her "Happy i
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12 Sam Molen — Director of
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No. 1 TV newscaster reports
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The Swing i
[tJl 9 *%t */ Kit *»*;
■■■■■Mbbh
City's Most Powerful TV StatV
KMBC-TV
DON DAVIS
JOHN SCHIUINO,
GEOROE HiGGIM
MORI GREINER.
•"kkk * Pi i i RS, H
ti ..... -■
Radio i City
KFRM Radio tor the State of Kontoi
I