NATIONAL BROADCASTING COMPANY, INC GENERAL LIBRARY JO ROCKEFELLFR PLAZA, NFW YORK, N. Y Digitized by the Internet Archive in 2013 http://archive.org/details/sponsor54sponno2 zine radio and tvl advertisers use 50< per copy* *8 per year Oth FALL FACTS MAJOR ARTICLES Key fall trends 35 All-Media summary 38 Wildroot's approach 42 10 top case histories 45 TV FEATURES SPOT SECTION 73 NETWORK SECTION 117 TV BASICS 159 FILM BASICS 183 The customers' choice ! People's tastes vary so widely that radio manufacturers offer more than 200 different models and colors. No matter what their taste in radios. Southern Californians agree on ia marked preference for radio. And buy more than 266,000 radio sets a year-70% more than tv. ( They use them, too. Westerners meat. spend an average of 17.394 more time with their radios than the national average.) One other point Southern Californians agree on. Having free choice of radio stations to listen to, they listen more to KNX—day and night, month after month, year after year— tliati to any other station. LOS ANGELES • 50,000 WATTS JVfN J\. Represented by CBS RADIO SPOT SALES RADIO FEATURES SPOT SECTION RADIO BASICS NETWORK SECTION 195 229 251 CONVENIENT IN to all subjects covered appears at front of book 8 GENERAL BAKING COMPANY do ES A COMPLETE JOB SO DO HAVENS AND MARTIN, Inc. STATIONS . . . WMBG WCOD WTVR Maximum power — 100,000 watts at Maximum Height- 1049 feet For nearly half a century, the bakers of BOND BREAD have grown steadily in a most competitive field. The word "quality" has been a keystone in that success . . . quality of product ... of selling . . . of service . . . and of advertising. In broadcasting, quality in every respect adds up to a complete job, too. Top quality programming and public service over the Havens and Martin, Inc., stations in Richmond deliver sales results throughout the rich areas of Virginia. Join the other advertisers using WMBC, WCOD and WTVR, the First Stations of Virginia. WMBG am WCOD m WTVt FIRST STATIONS OF VIRGINIA Havens & Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV, Inc. WMBC represented nationally by The Boiling Co. Fall Facts issue hits new records CM replaces P&C as top spender 5 network execs cite fall trends ABC Radio offer: 4 hours weekly Tv radio" set to debut soon All-Media book to be out soon Firm Total Radio 1. Gen. Motors $61.8 $2.5 $7.8 2. P&G 44.0 14.3 14.7 3. Colgate 33.7 5.6 11.1 4. Gen. Foods 29.9 6.7 6.4 5. Ford 29.3 0.2 4.3 SPONSOR'S 8th annual "Fall Facts" issue breaks some records: It's first to hit 268 pages, first to include Film Basics (as companion to popular Radio Basics, Tv Basics), first to chart complete data on each of 6 major rating services and many others. For full scope of this fact-filled issue, see index page 8. For summary of hot trends, see lead article page 35. -SR- Here are 10 top advertisers, according to PIB and Bureau of Adver- tising figures (newspaper sections included only once): Net Net Net Net Tv Firm Total Radio Tv 6. Chrysler $27.3 $0.9 $3.0 7. Reynolds 18.8 3.2 9.0 8. Gen. Elect. 18.5 1.5 4.6 9. Am. Tobacco 18.3 2.4 7.2 10. Gen. Mills 16.0 4.6 5.5 Note: Above covers newspapers, magazines and gross network radio and tv time only (no spot or talent charges. All figures in millions. -SR- Five network execs discuss fall trends in radio, tv advertising in "Sponsor Asks" starting page 56. They are: Bob Kintner, ABC; Adrian Murphy, CBS Radio; Ted Bergmann, Du Mont; Tom 0'Neil, Mutual; Pat Weaver, NBC. FC&B's Arthur Pardoll, Biow's Dr. Larry Deckinger and Katz Agency's Dan Denenholz also contribute. -SR- Leo Burnett's Art Porter told SPONSOR he doesn't think forthcoming NBC, CBS Radio nighttime "rate" cuts will exceed 10% saving to spon- sors, won't stimulate interest in nighttime. But others disagree. Ollie Treyz, ABC Radio director, intrigued large agency with pitch for solid hour 4 nights across board on ABC for about $50,000 weekly time and talent (stars). Treyz' reasoning: "Too many advertisers have been using a thimble when they should have been using a bucket." -SR- "Tv radio" nearer than you think. Firm ready to bring fm-am set out soon which will receive sound on all tv channels, no picture of course, plus regular am stations. This will enable harried housewife to follow favorite tv program around house, also permit beach, car listening. See editorial page 268. -SR- SPONSOR's 26-article All-Media Evaluation Study now being reprinted. Copies available in August at $4 each. For summary of 26 articles and more details of book, see article page 38. SPONSOR, Volume 8. No. 14. 12 July 1954. Published biwwkl? by SPONSOR Publics ions In . at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial, Advertising. Cir- culation Offices 40 E. 49th St.. New York 17. $8 a year in V. S. $9 elsewhere. Entered as second class matter 39 January 1949 at Baltimore. Md. postofflce under Act of 3 March 1879 Id POICI TO SPONSORS lor 12 Julv I !».-» I Men behind TvAB merger plans Summer Hour under $25,000 Wildroot allots 1 3 to spot radio U.S. has 380 tv stations 92% of homes listen to radio Canadian section out 23 August Credit NARTB President Hal Fellows, Dick Moore of KTTV, Los Angeles, W. D. (Dub) Rogers Jr. of KDUB-TV, Lubbock, Tex., for saving adver- tisers new headache: 2 Television Advertising Bureaus. Dick Moore's TvAB, which barred networks, is merging with NARTB' s bureau. All- industry committee meeting in Washington 22 July to make plans. Networks will be represented. -SR- "Colgate Summer Hour," featuring new talent, reports 3 acts being solicited for separate shows of their own. Program over NBC TV costs under $25,000, not $70,000 as reported previous issue. Ted Bates, Bryan Houston are agencies. -SR- J. Ward Maurer, Wildroot 's ad director, not only firm believer in 100 ad budgets (one for each market) but also mathematical wizard as well. For how he totted up how much he might have lost had he bet 10c a hole doubled at golf — and lost each hole — see Wildroot story page 4 2 . Firm's spending 1/3 of 55 million-plus budget on spot radio. -SR- U.S. tv stations on air, including Honolulu and Alaska, hit 380 as of mid-July. Uhf stations continue to go off air. KNUZ-TV, Houston, uhf ch. 39, went off 25 June, hopes to return if solution to uhf problems is found. WKJF, Pittsburgh, Pa., ch. 53, has suspended operations till outcome of Senate committee uhf hearings. Uhf sta- tion coming on air recently is WMSL, Decatur, Ala., ch. 23. Three vhf's recently on or about to go on are: WISH-TV, ch. 8, Indianapolis; KGV0-TV, ch. 13, Missoula, Mont. ; KGE0-TV, ch. 5, Enid, Okla. -SR- Radio's vigor never better demonstrated than in recent Nielsen report showing close to 43 million homes or 92% of all U.S. radio homes listened to their sets in typical week (March 7-13). Average listen- ing per home came to 2034 hours per week. Report also showed evening tv program audiences averaging VA million more homes than last year. -SR- SPONSOR's 4th annual Canadian section, scheduled for 9 August, has been postponed until 23 August issue. It will cover growth of radio, tv, list all stations, detail advertising case histories. iVeiv notional spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Chcscbrough Mfg Co, NY Duffy-Mott Co, NY Monarch Wine Corp, Atlanta National Biscuit Co, NY NjuiMtuck Chemical Div of US Rubber, Naugatuck. Conn Pharma-Craft Co, NY Pharma-Craft Co. NY Vaseline brands Clapp's Baby Foods Hebrew National All prods Ar.'mitc, Phygon, MH-30.40 Ting Ting McCann-Erickson, NY Y&R, NY Rockmorc Agency, NY McCann-Erickson, NY Fletcher D Richards. NY McCann-Erickson, NY McCann-Erickson, NY 47 non-tv mkts 22 mkts in Eastern, East Cen- tral states 10 Eastern mkts 10-12 mkts throughout coun- try 'additions to current tclicd) 20 Southern, Southwestern mkts 'keyed to ti of crop growth) 17 mkts throughout country New Orleans. Dayton. Dallas Radio: min anncts: 5 Jul; 26 wks Radio: dayti min. partic: 21 jun. 28 |un. 8 Jul; 8 wks Radio: dayti, nightti min anncts beg Sep: 13 wks Tv: 2 nightti 20-sec anncts a wk; early Jul: 52 wks Radio: early-morn min anncts in farm progs: 2 Jul- 1 3 Aug; 4-6 wks Radio: early-morn, nightti stn-brks: 5 Jul : 8 wks Tv: nightti. preceding baseball 20-sec anncts, 5 Jul : 13 wks SPONSOR One of America's Pioneer Radio and Television Stations GOOD PL TO BUY Since 1922 WGAL • 33rd year WGAL-FM- 7th year WGAL-TV- 6th year Lancaster, Penna. Steinman Station Clair McCollough, President Represented by 316,000 WATTS MEEKER New York Los Angeles Chicago San Francisco 12 JULY 1954 the magazine radio and tv idvertisers use Volume 8 Number I 12 July 1954 II! ARTICLES DEPARTMENTS \\ hut ore the hot radio and tv trends this lull? A quick look at the major trends in the field culled from the four main sections which comprise SPONSOR'S annual Fall Facts issue »>«* Highlights of (fie Iff- Myelin stutlg Here is a summary, in capsule form, of each of the 26 articles in SPONSOR'S just-completed media study. Study will be available in book form by August »*o Why Wildroot has 100 atl budgets Wildroot breaks the U.S. into 100 natural product distribution areas, plans each market's budget separately. Firm believes this approach avoids waste in spend- ing. Firm spends $1.1 million for spot radio •»<• 10 fop ease histories From among the many radio-tv success stones w^ich SPONSOR published last year, here are 10 ovtstandinq ones, updated and condensed. These chronicles of resultful techniques used by other advertisers may spark ideas for you ~*5 FALL FACT*.: 1054 (See complete index page S) Spot tv report: Availabilities, rates, tv commercials and syndicated films, costs, color status at stations, set counts are among topics covered 73 \ettVork tv report: Up-to-date buying guide covers availabilities on the networks, clearance problems, franchises, program and time costs, uhf, color 117 Tl" Basic*: Latest data in chart form profiling the tv medium today, from growth and penetration to programing and audience composition 159 Him Kaslvs: Facts and figures on the film side of tv; explores status of film locally and network, syndication, audience potential of reruns /«>.'» .S'po* radio report: Goes into sales trends, availabilities, rates, transcrip- tions, special-audience programing, the "hi-fi" boom, other pertinent topics 195 Radio ttttsU's: Dimensions of radio today in easy-to-read chart form; a comprehensive guide to both in-home and out-of-home listening 229 \ettvorli r«diO report: An examination of network rates, new develop- ments in programing, important advertising buys, latest research 25 I COMING Ire lOI a Ira id? More than a dozen advertising agency executives give their reactions to SPON- SOR s media study findings about the psychology of fear on the part of adman 2(i •' If f 1/ Kotisseries on the air How tv helped the rotisserie manufacturers convert their product in the house- wife's mind from a luxury to a necessity they cannot do without 2fi •/ It/if TIMEBUYERS 49TH & MADISON AGENCY AD LIBS P. S. NEW & RENEW MR. SPONSOR, Henry A. Morkus J( TOP 20 TV FILMS TV RESULTS SPONSOR ASKS ROUND-UP AGENCY PROFILE, Stanley A. Loma .' NEWSMAKERS TV COMPARAGRAPH RADIO COMPARAGRAPH SPONSOR SPEAKS Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Editorial Director: Ray Lapica Mrtnaqing Editor: Mtate, regularly. The result — greater listt wing to KTHS— j Ireater values for vou advertisers. !0,OOO Wafts . . . CBS Radio Represented .by Tbe Branham Co. Under Same Management as KWKH, Shreveport Henry Clay, Executive Vice President B. 6. Robertson, General Manager KTHS » BROADCASTING FROM LITTLE ROCK, ARKANSAS <7, WINKLING Wl :-/-a/-?$o?2c*-.^C.S i ~ UGH AFTER LAUGH! ATION COMEDY HELLO, I'M CORLISS.. MILLIONS HAVE APPLAUDED ME ON RADIO, STAGE, IN MOVIES, BOOKS AND MA6AZ/NES! NOW I'M READY TO SELL FOR YOU on TV! ^ * rite famil Y F. HUGH HERBERT / ^ +~s / - Starring ANN BAKER Pert, Pretty, Perfect for the —13J 1529 MADISON ROAD, CINCINNATI, OHIO NEW YORK U/li i'»u/Ann 9 contract** effect on spot tv l).'i Syndicated tv films 94 Subscription tv 100 Farm tv 102 NETWORK TV REPORT .starts page 117 i 1 (lilabilities for timebuyers 1 18 Color tv set aronth chart 120 (hart of uhf conversion 120 Problem markets for clearance 122 ( osts for fall 124 Status of uhf /// V umber of color sets by fall / 10 M umber of color markets by fall 1 IH Color programing on networks by fall... 150 Color costs 130 Time franchises 7/52 Tv unions 1 ■~>2 SPOT RADIO REPORT starts 195 Availabilities for timebuyers \en buying yardsticks General outlook for fall Program services ... U.S. farm market iical music Folk music After-midnight shows i-language programing Fm radio 'Hi-fi' 8 100 200 200 21 I 21 H 220 220 221 221 22.i 22.i Radio rates for fall Kate change effect on network busines Guide to net radio rate cards 25 I Fall programing news 256 Programing format changes 256 Spttt carriers J.~iH Cost of participations, segments 258 Radio research pndtlems 260 Out-of-home listening measurement 200 \en research data 200 Setwork radio advertisers 202 i Jit II. 1 Sit 'S TV BASICS /. Dimensions of tv's audience II. Television viewing habits III. Cost of televisitm advertising IV. Television's billings * * * ITEM BASICS /. Extent film is used in television II. Reruns of film prttgrams III. ivailability of time for film IV. Tips on buying film RAOIO RASICS -tart.- |>.t_. 22H /. Dimensions of radio's audience II. Radio listening habits III. < ost of radio advertising l\ . Radio's billings SPONSOR All these clients on television and/or radio are expected back in the sponsors' booth this fall. Many of them, in fact, continue broadcasts right through the summer. American Radiator and Standard Sanitary Corp. American Safety Razor Corporation The American Tobacco Co., Inc. Armstrong Cork Company Barcalo Manufacturing Co. Boston Five Cents Savings Bank Burnham & Morrill Company The California Oil Company Campbell Soup Company Consolidated Edison Co. Cream of Wheat Corporation Crosley Div. of AVCO Manufacturing Corp. Curtis Publishing Co. De Soto Div., Chrysler Corporation Detroit-Michigan Stove Co. Doughboy Industries, Inc. E. I. du Pont de Nemours & Co. (Inc.) Easy Washing Machine Co. Ethyl Corporation Farmers & Mechanics Savings Bank Fedders-Quigan Corp. The First National Bank of Boston Fort Pitt Brewing Company E. & J. Gallo Winery Gemex Company General Baking Company General Electric Co. General Mills, Inc. General Time Corporation The B. F. Goodrich Company Hamilton Watch Company Geo. A. Hormel & Co. International Minerals & Chemical Corporation The Iron Mining Industry of Minnesota Lever Brothers Company Libby, McNeill & Libby Maine Sardine Industry The Marine Trust Company of Western N. Y. Minnesota Mining & Manufacturing Company M • J • B Company The Murine Co., Inc. The National City Bank of N. Y. National Gypsum Company Nehi Corporation Thomas Nelson & Sons New York State Dept. of Commerce New York Telephone Company Niagara Mohawk Power Corp. Northrup King & Co. Northwestern Bell Telephone Company Oneida Ltd. The Pacific Telephone and Telegraph Co. Penick & Ford, Ltd., Inc. Pfeiffer's Products Co. Polaroid Corporation Reader's Digest Ass'n, Inc. Rexall Drug Company Savings Bank Association of Massachusetts The F. & M. Schaefer Brewing Co., Inc Jacob Schmidt Brewing Co. Scudder Food Products, Inc. Sea Breeze Laboratories, Inc. Shreve, Crump & Low Co. The Southern New England Telephone Co. Standard Oil Co. of Calif. R. H. Stearns Company Timken Roller Bearing Co. Trans World Airlines, Inc. Treesweet Products Co. United Fruit Company United States Steel Corp. Vick Chemical Company Vitamin Corporation of America Western Condensing Co. White Sewing Machine Corp. Wildroot Company, Inc. J. R. Wood & Sons, Inc. Wynn Oil Company Zenith Radio Corp. BBDO BATTEN, BARTON, DURSTINE & OSBORN, INC. Advertising NEW YORK • BOSTON BUFFALO . CHICAGO • CLEVELAND • PITTSBURGH MINNEAPOLIS SAN FRANCISCO HOLLYWOOD • LOS ANGELES DETROIT • DALLAS ATLANTA 12 JULY 1954 C WANT BIG RESULTS in Los Angeles use BIG The proof "RADIO . . KBIC wins TWO GETS RESULTS" awards of Broadcast Advertising Bureau, Inc. In this year's national annual BAB competition, KBIG was the only sta- tion in the greater Los Angeles area to win, place or show. Von's Grocery Co. won Second Place in the Food and Grocery Classification for "Homemakers' Edition of the News." J. B. Finch Company won Third Place in the Home Furnishings Classification for its saturation spot campaigns. These national awards honor the sales effectiveness of KBIG for two charter sponsors whose distribution is confined to Los Angeles County. KBIG's 10,000 watt "salt-water-coverage" on the 740 kc channel makes it even more result- ful for advertisers who want oil South- ern California. 10,000 WATTS AT740 KBIG STUDIOS IN AVALON AND HOLLYWOOD GIANT ECONOMY PACKAGE OF SOUTHERN CALIFORNIA RADIO The Catalina Station John Poole Broadcasting Co. KBID-TV • KBIF • KBIG 6540 Sunset Blvd., Hollywood 28, Calif. HOIIywood 3-3205 Nat. Rep. Robert Meeker Asso., Inc. Phil BrtiHvh. Ruthrauff & R\an, ffeu York, says that .">:.';() to 7:00 pjn. is the most undersold period in radio. "Often an advertiser can reach muity men for less dollars during that period than in early-morning radio." J'hii told sponsor. "Beyond that, it's the transition period when men are driving home and are susceptible to impulse buying. Urine it's a good lime tor soft drink, beer or other refreshment buys, not to mention the usual produi Is sold along roadsides like gasoline, eigareltes or. actually, any male-appeal product." .Viiid If inn. Schddeler, Beck & Werner, \ n< York, says that the increased radio set sales alone are proof of radio's continued growth. "Tv costs are still out ol range lor many small advertisers" Nina explains. "Radio's low cost-per-lj00O, on the other hand, makes it a medium one can't afford to overlook. The main firoblem is with the radio industry itself, which lends to undersell itself. Rate cutting, lor one thing, is doing more harm than good, giting the medium a 'bargain-basement' atmosphere. We've found daytime radio unbeatable." Koger Bumstvatl, media director, David J. Mahoney. New York, feds that more constructive selling on the part of reps and station men would help timebuyers in their work. "Many salesmen could give the media people a lot more information about their stations and their markets," Roger told SPONSOR. " llso. it would help them and the agents- men it these salesmen were better informed about the products lor which they prepare availability lists. A lot of time can be wasted if a rep can't correlate an advertiser's needs to his station." II iff imii I*. Vvllvnz.. McCann-Erickson, Sen )nr/.. says that one oj his most timet unstinting problems is getting information on special-group radio, especially NegTO and foreign language. "In order to convince clients of a special group's value to them, a great man\ specific facts are needed, like size and characteristics of a station's special audience." Hill explains. He suggests that it would be helpful lor timebuyers to hate a central source of informa- tion on special groups, perhaps one rep to handle one spet ial group program tarried on all stations. 10 SPONSOR ALFRED G. WAACK Director of Advertising Household Finance Corporation Our business in the greater Roches- ter market is better than ever be- fore in our history. A great deal of thanks is due to the effective sell- ing of our service by radio station WHAM." LEI WHAM RADIO SELL FOR YOU The STROMBERG-CARLSON Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 12 JULY 1954 11 'I for the best in HISTEM- APPEAL" it's SOUTHERN CALIFORNIA KGER 5,000 WATTS Los Angeles * Long Beach for y» inspirational programs KOME 5,000 WATTS OKLAHOMA Tulsa for your musical Jfi moods KUOA 5,000 WATTS Siloam Springs for it regional farm features The Stations of the American Home Owned and Operated by BROWN SCHOOLS, inc. John E. Brown, Sf., Pres. You can get choice program or spot availabilities in these three great market areas. Buy all three stations as a package, or any one individually. Call or write today. Represented nationally by Gill-Perna Inc. I\ ttlll MADISON sponsor invite$ letters to the editor. Address 40 K. 49 St., New York 17. HUCKSTERS We liked the hucksters article bv Miles I)a\id very much ["Hucksters: what you can do about them," 31 Ma\ L954, page 27]. It shows what can be done about the hucksters in adver- tising and how to do it. sponsor is to be congratulated for its leader-hip in encouraging the advertising fra- ternity to make more and better use of the facilities available for effecting improvement from within. I sincerely hope that as a matter of policy you will continue to discuss abuses in advertising and how to solve them through self-regulation. We will he vcrv happy to cooperate with you in such continuing efforts to promote the integritv of advertising. Kenneth B. Willson President National Better Business Bureau New York PRODUCT ISN'T STOCKED The people of kittery appeal to you as the guide of the great tv and radio industries: Hundreds here have a habit of lis- tening lo Our Miss Brooks, sponsored h\ Colgate. It is a swell program! But — when these hundreds go to local stores to ask for "Guardol"' (spelling not guaranteed — it is not spelled out in the commercial i the stores do not have it. M\ own experience as one wishing to preserve the steak-biters I have left, is that two groceries and the local drug -ion' can provide me with noth- ing except "Guardol's" chief competi- tor. It's anti-enzyme. So we take that ami feel hurt at all that air advertising dough going to waste. This same situation exists for some other products bul we have no definite evidence <>n them. \\ hat i- the sense "I spending money to create a desire to buj something \ mi can't gel easily ? Hut. at the least, \iiss Brooks makes ii- a very < lose and deep friend of Colgate. How many other firms are creating friends? Horai i Mitchell Publisher The Kitter) Press Kittery. \l<\ MEDIA BOOK We have read an article in the May '< Lbs ue of sponsor headlined, "HI. Psychology of media: whv admen buy what thev do" [page '> 1 . We under- stand there were two arti< •!<•- which preceded this article. If so, wed ap- preciate receiving the previous two. With vour permission we would like to reproduce the article referred to above. This reproduction may take the form of a mailing piece. Obvi- ou-lv. SPONSOR will be given full credit when and if permission is granted us. Michael Skmbrat Manager Advertising & Prom. Putman Publishing Co. (,/iieago • Material published in SHON-oK mar be re- printed pro* ii not onlj from tin- clients who bought it hut from man) agencies and businessmen who wanted to Bee if the idea could be made applicable to theii < Lients or products. We are bo encouraged thai our second supplement was held the weekend of June 18 on the subject of domestic tra\el and again there are already encouraging -ales si^ns. A group of Tan Vmerican countries have come to ii- to explore the possibility of doing a supplement on vacation and travel in their areas. I think SPONSOR can rest assured that in keeping with its editorial pol- icy you have performed another serv- ice to the industr) 1>\ bringing the de- tails of a fresh new idea to the atten- tion of \our readers. Hamilton Shea General Manager WNBC-WNBT New York SPONSOR INDEXES Did sponsor publish an index prior to 1953? We have the indexes for the first and second half of 1953. \\ e have also saved practically all of the spon- sor magazines since you started pub- lishing, and this collection would he more useful if we had an index of the earliei issues, (dancing through copies for a couple of years prior to 1953. 1 could not find where an index was in- cluded. Perhaps you published those separately. Frank S. Proctor Manager WTJS Jackson, Tenn. e SPONSOB publishes Indexes to ii~ srtieles semi-annually, in January and July. The Index for ill.- fir-t ~i\ months of lu5» « ill appear in the next Issue, 2<> July. SPONSOR has been publishing the*.- Indexes since I'MT. NEGRO ISSUES Will Mm please -end us five copies of \oiir first annual Negro Section if still available. In addition, if you have am reprints on an} articles concerning V gro radio, please -end five copies. John M. M< Li pcdon Indianola, Wiss. O SPONSOR'S lliiril annual N.urn Section will be out 2i> September 195*. Bach Israel bob* lainint: previous Mesju sections ar<- in short sup- ply, However. il»e 19B4 Pr9grmm Coaste devotes an e«lir lion lo Negro railio an page 2o."> > AN opmdoM to the Nation's Test Market! WLBC-TV Muncie . . . sometimes called Mid- dletown, U.S.A. . . . has been the nation's recognized test market for years. Reach this rich Muncie area market via WLBC-TV. * 70,000 UHF sets V»T 65% tuned to Channel 49 ■^T $200 Base Rate y{ All 4 networks 7»T Proven Test Market CHANNEL 49 MUNCIE, INDIANA Houston hits a MILLION! flh .: i uup . 41 .. 1111 Hi II Metropolitan Houston reached the million population mark on July 3rd. This fabulous industrial giant of the Gulf Coast, representing a net effective buying income of $1,856,123,000.00, becomes the first million population metropolitan area in the South. Tremendous expansion of the city itself barely keeps pace with the ever-increasing demands of industry. A million strong today, with the promise of an eminently greater future, Houston proudly claims the slogan of "Industrial Frontier of the South." KPRC is FIRST KRPC radio and television remains FIRST in the hearts of the metropolitan million. First in morning . . . afternoon . . . evening . . . first all the time. NBC and TQN on the Gulf Coast JACK HARRIS, Vice President and General Manager I NBC • ABC CHANNEL 2 Nationally Represented by EDWARD PETRY & CO. first in the Booth's FIRST MILLION MtTROPOLITAN MARKET! 12 JULY 1954 NATIONAL BROADCASTING COMPANY, INC GENERAL LIBRARY 30 ROCKEFELLER PLAZA, NEW YORK, N, Y 19 Getting Attention Where it Popularity is determined by how many listen. In San Diego, more people listen to KSDO than any other station, according to HOOPER. Whatever it is, you can sell it faster, for fewer dollars-per-sale on San Diego's FIRST station . . . KSDO. May we show you why KSDO gets more attention than any other station? by Bob Foreman Although thi> is the Fall Facts issue of SPONSOR, the following epic delves into a fact that is with us without regard to season. Since fall, however, i- the beginning of the big tituc if- a- good a season a- any to launch this subject The testimonial has long been considered one of adland's liig guns, as well it should. For this approach to selling has the same basic appeal a- the over-the-fence conversation, the telephone-tip, the friend-to-friend suggestion. In addition to these virtues, advertising has brought the appeal of emulation to the testimonial technique so that the beautj secrets of movie stars, the vigor of shot-putters and the -kills of racing drivers are imparted through testimonial advertisements — to name just a fewr of the vicarious virtues available. Now along comes television and makes these ad\ ice-givei s, whether of the star variety or the common garden genus, appear in person utilizing their voice and their visage and perhaps perform a few seconds ot their specialty which could be anything from kissing Robert Tax lor to driving a car through fire. Then come- the sell. As usual, television places added burden- on the advertising folk- I meaning everyone from copywriter to film directori. since tv always tend- to expose the phoney in short order. The gi\er of the testimonial ha- to know what he or -he i- talking about — and. more important, ha- to appear to or the total elled i-. instead of convincing, detrimental to the product. Main are the campaigns, it turn- out. that cannot stand this new onus. In other wind-, what make- t\ a- great a- it i-. i- al-o it- greatest handicap. \\ hen you mi--, you mi-- l>\ the proverbial country mile. \\ hat the al ove woidage lead- me to is the broader aspects of the pom l\ conceived testimonial campaign the aftermath of phoniness created on and in television. The harm done i- not niereK to the product for which the cop) was designed but to a more or less degree for the entire medium of television, then in turn for all advertising. The degree is i Please turn to page o_> | 20 SPONSOR IN INLAND CALIFORNIA (AND WESTERN NEVADA) DELIVERS MORE FOR THE MOMEV These five inland radio stations, purchased as a unit, give you more listeners than any competitive combination of local stations . . . and in Inland California more listeners than the 2 leading San Francisco stations and the 3 leading Los Angeles stations combined . . . and at the lowest cost per thousand! (SAMS and SR&D) Ringed by mountains, this self-contained inland market is 90 miles from San Francisco and 113 miles from Los Angeles. The Beeline taps a net effective buying income of almost 4 billion dollars. (Sales Management's 1953 Copyrighted Survey) WCIXTCHY BROADCASTING COMPANY SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative 12 JULY 1954 __/0 RENO KFBK ° SACRAMENTO KWG O STOCKTON r \ KMJ ° FRESNO KERN 21 the outstaying Adapted jrom ^ 0jJ starring HUuH IVIAKLOWt with Florenz Ames as Inspector Qi Y-^-7 tpa sales builder Here's a new TV show that's as reassuring as money in the hank ... a first-run series that's backed by a 25-year habit of success. A SUCCESS IN EVERY MASS MEDIUM In print ... on the screen ... on the air— "Ellery Queen" has consistently spelled "box-office". On TV live— on a handful of Du Mont-cleared stations— "Ellery Queen" demonstrated an amazing ability to dominate its period, without any "inheritance" . . . against any competition. Now, specially filmed for TV . . . starring the man who created the radio role, "Ellery Queen" is marked for new highs. A TREMENDOUS READY-MADE AUDIENCE The readers who made "Ellery Queen" a 30,000,000-copy best-seller ... the movie goers . . . the former listeners and viewers— these are the people who give this new series a ready made, multi-million audience. Marlowe fans who have enjoyed his work on stage and screen ("Voice of the Turtle" . . . "Twelve O'Clock High" and many others) will swell the figure. And top production— all down the line— will win and hold new viewers for this series. A SHOW THAT CANT MISS To the proved commercial impact of mystery shows, "The Adventures of Ellery Queen" adds the power of a great name . . . the prestige of fine dramatic programming. Call, write or wire for the full story, and for franchises in areas where you need a show that can't miss. 'elevision J&rograms of tMmerica, inc 77 MADISON AVENUE, NEW YORK 22, N. Y. • 1041 N. FORMOSA AVENUE, HOLLYWOOD 40, CALIF THE CLOVERLEAF STATION SALINAS MONTEREY SANTA CRUZ WATSONVILLE . ■.'."> FAST GROWING MARKETS SERVING 300,000 LISTENERS 5000 WATT SALINAS CALIFORNIA REPRESENTED BY WEED & CO. \<»ir developments on SPONSOR stories S«'**: "Foreign-language radio: 19.>.'i" Issue: 2(» Jannarj 1953 Subject: New Spanish-language tv alum on \\ OR- T\ appeal* to large market New York's 847,000 Spanish-speaking people might be called America's ninth largest market: the group not onlj tops Boston, hut also is growing at the rate of 1,135 Spanish-speaking people weekly, according to the Mayor's Committee on Puerto Rican Vffairs. \\()|{-'l\. New York, is seeking to cash in on the market with a weekl) hour-long Spanish Hour. Station reports it i- booked solid with advertisers, and that there's a waiting list for fall. According to a special Pulse survej done for the station, Spanish Hour ha~ a 27.5 rating among ihe Spanish-speaking population — the No. 1 show among the Puerto Rican group at thai time ' Monday, 10:00-ll:()0i: it is seen in half the Spanish-speaking home- where tv sets are in use; it tops the next closest program h\ 141%; reaches 170 families in every 100 Spanish-speaking home- watching the program: is viewed h\ 389 viewers per ion sets; has a circulation exceeding that of two Spanish-language newspaper-. The program features visiting celebrities of the Latin American world. Five-minute film < -lips of current Spanish-language movies when shown drew such a large response that Azteca Films 'one of the worlds largest producers of Spanish-language films) bought a quarter-hour segment of the program. Other quarter-hour sponsors include Gustone Vitamins. Busch Jewelry Stores and Colony Motor-. Albert Ehlers (for Cafe Carihe coffee I has just finished a 13-week cycle, will hiatus for the summer and return again next fall. The program draws about 7.000 pieces of mail weekly, of which about 2-V ; is written in English. Ten out of the 273 tv stations responding to SPONSOR'S Program Guide questionnaire reported Spanish-language programing. The Program Guide, just published, lists specialized programing bj 1,568 radio and 273 tv stations. The tv stations reporting special- ized programing for the Spanish-speaking population of the L.S. are general lv located in the Far West and Southwest. * * * S,«m; '"What you should know about film service firms'" ISSIIC: 8 February 1954. page IS Slllljt'C't; Service- available to film -v ndicatnr-. tv stations T\ executives were surprised recentl) when a plan was announced for saving them, rather than costing them money. According to the Bonded Film Storage Co.. the tv industrx could save at least 20' i of the cost of transporting film — if it were all shipped from a "pool" maintained in central film "warehouses bj Bonded Film Storage. I nder the Bonded plan, the shippers would take advantage of lower freight rates due to increased weight shipped. For example, a reel of film weighing five pound- costs a- much to ship as 10 reels weighing 50 pounds. However, film distributer-, network-, agencies and stations don't have time to wait around until the) gel a big shipment of film— all to be shipped to just one destination. Therefore, the) have to ship in -mallei and more expensive) lots. Bonded would also service the film (clean, inspect, repair). Chester M. Ross, president of Bonded, said the plan for consoli- dated film shipment- would save at least $1 million of the more than $5 million -pent annuall) for t\ film transportation. * * * 24 SPONSOR M The Land of Milk and Honey is Not a Test Market! 12 JULY 1954 25 WAITING FOR YOUR SHIP m 10 COME IN You won't have to wait very long in Cleveland — for this inland port (along with all its other bustling activity) set a new all-time record for itself last year in volume of dry, bulk freight moved. During 1953, the Great Lakes fleet carried almost 200 million net tons — and over 80 r '< of its 286 vessels call Cleveland home. The movement of Cleveland-made goods to the rest of the world is matched in magnitude only by the influx of goods Clevelanders want to buy. (How competent they are to do this is reflected by their 1953 banking balance of $33,387,000,000.) Industrial action is the mounting keynote in the Cleveland area, geared to America's industrial progress. And the one TV station that's really geared to Cleveland's thoughts and tastes is WXEL. It follows that the shortest route between two points (i.e., Cleveland pocketbooks and your advertising) is via the television station iden- tifying itself most closely with this remarkable market. As other advertisers are happily finding, your ship comes in every day when you sign aboard WXEL. Ask the KATZ agency for details. Cleveland WXEL Channel 8 New and renew ' SNISII 12 JULY 1954 1. Oleic on Television Networks 2. SPONSOR Borden Co, (Instant Cof- fee), NY Brown & Williamson Tob (Viceroy), Louisville, Ky Campbell Soup Co, Cam- den, N) Chrysler Corp, Detr Chun King Sales, Inc, Duluth, Minn Doeskin Prods, NY Firestone Tire & Rubber Co, Akron, 0 Florida Citrus Comm, Lakeland, Fla Ceneral Mills, Mpls Dorothy Cray Cosmetics, NY Creen Giant Co, LeSueur, Minn Hawaiian Pineapple Co (Dole), SF Int'l Shoe Co, St. Louis Int'l Shoe Co, St. Louis Johnson & Johnson, New Brunswick, NJ Lehn & Fink, NY Liggett & Myers (Ches- terfield), NY Minute Maid Corp, NY John Oster Mfg Racine, Wis Pharmaceuticals, Newark Pharmaceuticals, Newark Pillsbury Mills, Mpls Procter & Gamble, Cinci Procter & Camble (Tide), Cinci Procter & Camble, Cinci Procter & Camble, Cinci Procter & Camble (Cheer), Cinci Reardon Co (Dramex), St Louis R. J. Reynolds Tob, Winston-Salem, NC R. J. Reynolds Tob, Winston-Salem, NC Serutan Co, Newark SOS. Co, Chi A. E. Staley Mfg Co, Decatur, III C. A. Swanson, Omaha Toni Co, Chi Toni Co, Chi Toni Co, Chi Toni Co, Chi Toni Co, Chi W'lider Co, Chi AGENCY CCSS, NY Ted Bates, NY BBDO, NY McCann-Erickson, Detr JWT, Chi Crey Adv, NY Sweeney & James, Cleve JWT, NY Tatham-Laird, Chi Lennen & Newell, NY Leo Burnett Co, Chi N. W. Ayer, SF Henri, Hurst & MacDon- ald, Chi D'Arcy, St Louis Y&R, NY Lennen & Newell, NY C&W, NY Ted Bates, NY Henri, Hurst & MacDon- ald, Chi Edward Kletter, NY Edward Kletter, NY Leo Burnett, Chi Benton & Bowles, NY Benton & Bowles, NY Compton, NY Dancer-Fitzgerald- Sam- ple, Chi Y&R, NY Krupnick & Assoc, St Louis Wm. Esty, NY Wm. Esty, NY inward Kletter, NY M-Cann-Erickson, SF Ruthrauff & Ryan, Chi Ta;ham-Laird, Chi Leo Burnett, Chi '-co Burnett, Chi Loo Burnett, Chi Weiss & Celler, Chi W-ss & Celler, Chi Ta!hcr- L^ird, Chi STATIONS PROGRAM, time, start, duration CBS TV 69 Carry Moore Show; F 11-11:15 am scg; 9 July; 52 wks CBS TV 86 Viceroy Star Theatre; F 10-10:30 pm; eft 2 July CBS TV Lassie; Sun 7-7:30 pm; eff 12 Sept CBS TV 70 Title TBA; Th 8:30-9 pm; 30 Sep; 52 wks CBS TV 70 Carry Moore Show; alt Th 10:15-10:30 am seg; eff 15 July; 52 wks CBS TV 45 Robert Q. Lewis; M 2-2:15 pm; 13 Sept; 39 wks ABC TV Voice of Firestone; M 8:30-9 pm; 14 June; 52 wks; simulcast ABC TV Twenty Questions; T 8:30-9 pm; 6 July; 52 wks CBS TV 60 Captain Midnight; alt Sat 11-11:30 am; 4 Sep; 52 alt wks ABC TV Ray Bolger Show; joint sponsor F 8:30-9 pm; 17 Sept; no. wks not set NBC TV Mickey Rooney Show; alt Sat 8-8:30 pm; 28 Aug; no. wks not available CBS TV 46 House Party; F 2:45-3 pm seg; 30 July; 52 wks NBC TV Howdy Doody; alt F 5:45-6 pm; 6 Aug; 7 telecasts NBC TV Ding Dong School; alt T 10:15-30 am seg; eff 28 Sept NBC TV 76 Imogene Coca Show; partic sponsor Sat 9-9:30 pm; 2 Oct; 39 wks ABC TV Ray Bolger Show; joint sponsor F 8:30-9 pm; eff 17 Sept CBS TV 73 Tv's Top Tunes; M, W, F 7:45-8 pm; 28 June; summer repl Perry Como; 8 wks ABC TV 51 Super Circus; Sun 5:30-6 pm scg; incr from alt wk to every wk; eff 27 June NBC TV 49 Today; partic sponsor M-F 7-9 am; 28 Sept; 15 partic CBS TV 66 Juvenile Jury; T 8:30-9 pm; 22 June; summer repl for Red Skelton CBS TV 86 Two in Love; Sat 10:30-11 pm; 19 June; 52 wk- NBC TV Mickey Rooney Show; alt Sat 8-8:30 pm; 28 Aug; no. wks not available CBS TV 122 On Your Account; M-F 4:30-5 pm; 5 July; 52 wks NBC TV Concerning Miss Marlowe; M-F alt das 3:45-4 pm; 5 July; 52 wks CBS TV 67 The Seeking Heart; M-F 1:15-1:30 pm; 5 July; 52 wks CBS TV 89 Welcome Travelers; M-F 1:30-2 pm; 5 July; 52 NBC TV Golden Windows; M-F alt das 3:15-3:30 pm; 5 July; 52 wks NBC TV 49 Today; partic sponsor M-F 7-9 am; 8 Sept; 14 partic NBC TV The Hunter; Sun 10:30-11 pm; eff II July CBS TV 32 Morning Show; T-F 7:45-50 am; alt das; 1 June; 31 wks Du Mont 51 The Stranger; F 9-9:30 pm; 25 June; 13 wks CBS TV 56 Bob Crosby Show; alt F 3:30-45 pm seg; 9 July; 52 alt wks ABC TV Don McNeill's Breakfast Club; T, Th 9:30-9:45 am seg; 27 July; 52 wks CBS TV 67 Bob Crosby Show; alt Th 3:30-3:45 pm seg; 5 Aug; 56 wks NBC TV College of Musical Knowledge; Sun 7-7:30 pm; 4 July; 11 wks CBS TV 57 Carry Moore Show; alt Th 10:15-10:30 am seg; eff 8 July; 52 wks NBC TV People are Funny; alt Sun 7-7:30 pm; eff 19 Sept CBS TV 48 Bob Crosby Show; T 3:30-3:45 pm seg; 15 June: 52 wks N'BC TV Dollar a Second: Sun 10-10:30 pm; eff 4 July CBS TV 60 Caotain Midnight; alt Sat 11-11:30 am; 4 Sept; 52 alt wks fteiieu-erf «n Teferi.vioii Networks SPONSOR Brown Shoe Co, St Louis Cokite-P-'Imolive, Jersey City, N) Continental B3king, NY Ceneral Mills, Mpls Ceneral Moto-s, Frigidaire Div, Det oit Hotpoint Co, Chi AGENCY Leo Burnett, Chi Wm. Esty, NY Ted Bates, NY Wm. Esty, NY FC&B, Chi Maxon, Chi STATIONS ABC TV 60 CBS TV 116 NBC TV 35 CBS TV 71 CBS TV 52 ABC TV 67 PROGRAM, time, start, duration Smilin' Ed's Cang; Sat 10:30-11 am; 21 Aug; 52 Strike It Rich; W 9-9:30 pm; 7 July; 52 wks Howdy Doody: W 5:30-6 pm; 9 June; 52 wks Barker Bill's Cartoons; W, F 5-5:15 pm; 2 June; 52 wks Arthur Codfrey Time; T, Th 10:30-45 am; 8 June: 52 wks Adventures of Ozzie & Harriet; alt F 8-8:30 pm; 2 July: 52 wks \ umbers liter names refer to Aew and Re- new category . If. Finley(3) Rodney- Erickson (3) H. D. Talbot Jr. (4) E. H. Weitzen (4) E. Gelsthorpe '4) 12 JULY 1954 27 2 JULY 1954 \«'ii ami renew 2, Renewed on Television Networks (continued) SPONSOR Int'l Srivcr, Mcridcn. Conn Kellogg Co. Battle Creek. Mich Nestle Co. White Plains. NY Pillsbury Mills. Mpls Pillsbury Mills, Mpls Plymouth Div. Chrysler Corp, Detroit Ralston Purina, St Louis Revere Copper & Brass, NY Simmons Co, NY AGENCY Y&R. NY Leo Burnett, Chi Cecil & Prcsbrey. NY Leo Burnett. Chi Leo Burnett, Chi N W. Aver. NY Gardner, St Louis St. Ccorgc & Keycs NY Y&R. NY STATIONS PROGRAM, time, start, duration CBS TV 56 My Favorite Husband; alt Sat 9:30-10 pm; | Sept. 22 alt wks NBC TV 48 Howdy Doody: T & Th 5:30-5:45 pm; I June J ABC TV 53 Space Patrol; alt Sat 11-11:30 am; 4 Sept; 52 CBS TV 51 Arthur Codfrcy Time; M-Th 11 15-30 ami June; 52 wks CBS TV 50 House Party; M-Th 2:45-3 pm; 1 June; 52 wl CBS TV 139 That's My Boy; Sat 10-10:30 pm; 10 |uly; 13 , ABC TV 53 Soacc Patrol; alt Sat 11-11:30 am: 4 Sept; 52 NBC TV 22 Meet the Press; alt Sun 6-6:30 pm; 11 July j pgms CBS TV 56 My Favorite Husband; alt Sat 9:30-10 pm I Sept, 22 alt wks 'See page 2 tor New National Spot Radio and Tv Business i 28 4. 5 Advertising Agency Personnel Changes NAME I FORMER AFFILIATION NEW AFFILIATION C. Ralph Bennett Barry Blau Albert R. Bochroch Douglas K. Burch Christopher Cross Harold H. Dobbcrtecn Rodney Erickson Ceorge M. Finley Ted Cravenson Mary Harris Sander Heyman Kingsley F. Horton Howard S. Johnson Russ Johnston Franklin P. Jones Edward J. Labs, Jr. William W. Lewis Phillip L. McHugh Joseph C. Meehan William S. Oliver Roger Purdon Daniel Welch Granville Worrell Fred Gardner Co. NY, partner & creative dir Huber Hoge & Sons. NY, media dir Gray & Rogers. Phila, contact dept & in chg new bus Benton & Bowles. NY. asst tech dir tv. assoc redg dir radio K&E, NY. asst publicity dir Foote, Cone & Bclding, NY, vp & dir media Y&R, NY, mgr acct planning Bryan Houston, Inc. acct exec Ben Sackheim Co. NY Free lance r-tv dir, prod, writer Schenley Ind, LA, adv & sis CBS. Pacitic Coast, sis mgr C&W, NY, dir pub rels r-tv Ward Wheelock. Phila, in chg r-tv Gray & Rogers, Phila, publicity dir Allied Bdctg Co, Syracuse, genl mgr Geyer, NY, comml dir Tracy-Locke Co, Dallas, r-tv dir Geyer Adv, NY, pr acct exec Ayes, Swanson & Assoc, Lincoln, acct exec Wm Weintraub, NY, copy chief Foote, Cone & Bclding, Chi, acct exec Cray & Rogers, Phila, contact dept Same, exec vp Emil Mogul Co. NY, traveling r-tv time buyer Same, vp Stockton. West, Burkhart, Inc. Cinci, mgr of • progrmg Same, dir exploitation div prom dept Bryan Houston, Inc, NY, vp & dir media Same, vp Same, vp & acct supvr Wexton Co. NY. vp & chmn plans bd McCann-Enckson. NY. prodn supvr Roy S. Durstinc. Inc. LA, exec staff, head | r-tv activities McCann-Enckson, NY, r-tv acct exec Same, vp McCann-Enckson. NY, acct exec Same, vp Flack Adv. Syracuse, acct exec Same, dir r-tv Campbell-Ewald. Detroit, r-tv dir. Same, dir pub rcl dept Curt Freiberger & Co, Denver, acct exec Bryan Houston. NY. vp & creative dir Necdham. Louis & Brorby, Chi. acct exec Same, vp Sponsor Personnel Changes NAME FORMER AFFILIATION Charles Derrick Pepsi-Cola, NY, display mgr Edward Gelsthorpe Bristol-Myers, NY, dir specialty sis. new prods devel dept Robert M. Lehman Du.inc Jones. NY, mdsg mgr Norman V. Osborn Ward Wheelock Co, Phila, mgr plans-media dept Harold D. Talbot Jr. B. F. Goodrich. Watcrtown. Mass., sis prom mgr floor covrg div Edward H. Weitzen Bulova Research & Devel. Labs, NY, prcs & dir NEW AFFILIATION Same, adv mgr Same, dir sis prom. prods div American Safety Razor Corp, NY, asst mdsg - Thomas Lipton. Inc. Hoboken, media dir Sylvania Elcc, Salem, Mass, adv mgr. lighting I American Machine & Foundry. NY. vp in chg n /Veto Firms, New Offices, Changes of Address ABC's Western Film Synd. Hywd. new address. 1539 North Vine St, Hywd 28 Fred W. Amend Co, Chi. new sales office. 1603 Orrington Ave, Evanslon. Ill Amer Merchandising Org, Phila. new radio-tv prize supplier. 2038 Pine St. Phila BMI, new exec office address. 589 Fifth Ave, NY, PLaza 9-1500 Campbell-Ewald. NY. new addicss, 488 Madison Mu 8-3400 Ettinger Co, Hywd, new address, 8120 Sunset Blvd Ccneral Adv Agency, new agency. Markham Bldg. 1651 Cosmo St. Hywd; owner John M. Kemp Mel Cold Prodns, new NY film prodn co at 1639 Broadway. Mel Gold, prcs, formerly head of N^t'l Screen Service, East Coast div William W. Harvey Co. new offices at 5747 Melrose A. Headley-Reed, new New Orleans office. 504 Delta I Baronne St KB.F, Fiesno, new address. KBID-TV blag. 1117 "N" Si Lew King Adv. Phoenix, becomes Lew King Prodn* P'odn sc.-v avail for radio & tv McCann-Erickson, NY absorbs Wilkinson. Schiwctz & 1 Hnus'on agency McCow.-n Prodns. LA. new telefilm prod firm, add' Studios, La Brca Ave. LA Official Films, new West Coast offices. 275 So Bcverlt Beverly Hills. Cal Pelican Films, new co at 41 W. 47 St. NY. formed by Thoi J. Dunford. Jack Zander & Elliott Biker William G Rambeau Co. Chi, new offices at 185 N Ave. Chi 1 Numbers utter names refer to Neu and Re- neu category II v Johnson Douglas t\. Ilur, hi I) Roget Purdon (3) // illiam E. I ewis (3) //. //. DobberteenO) Granville U orreli > S » t. R. Bochroch I hi n 1. 1 in I'. Jones (3) Ted (rim enson (3) / / Labs Jr. (3) SPONSOR Buy mr H \J and get Iowa's METROPOLITAN Al LUS the mainder of low S.A.M. DAYTIME STATION AUDIENCE AREA NEBRASKA Iowa has six Metropolitan Areas which, all combined, do 32.8*^ of the State's Retail Sales, as shown at the right. iiiifliiiiap saaa1 "'aciaag iqbejbbhbh^- B MISSOURI *•• Quite a number of radio stations can give you high Hoopers etc., in ONE Metropolitan Area. WHO gives you high coverage in virtually ALL the State's Metropolitan Areas, plus prac- tically all the REMAINDER of Iowa, too! RETAIL SALES PERCENTAGES 5.4% Cedar Rapids • 4.2% Tri-Cities • 11.4% Des Moines 2.9% Dubuque • 4.6% Sioux City 4.3% Waterloo • 32.8% TOTAL METRO. AREAS | 67.2% REMAINDER OF STATE | 100.0% (1954 Consumer Markets figure*) At 9 a.m., WHO gives you 74,526 Actual Listening Homes for only $47.50 (15.7 LISTENING HOMES per PENNY!) According to the authoritative 1953 Iowa Radio- Television Audience Survey, 74,526 homes all over Iowa are actually tuned to WHO at 9 a.m., every aver- age weekday. Figuring time costs at our 1 -minute, 26-time rate, WHO gives you 15.7 actual listening homes, per penny! That's the result of ALL-STATE programming, ALL- STATE Public Service, ALL-STATE thinking, here at WHO. Ask Free & Peters for all details ! FREE & PETERS, INC., National Representatives BUY ALL of IOWA- Pius "Iowa Plus"-with Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager 12 JULY 1954 29 CFCF SELLS 'EM!* In 1953, 278 individual local accounts got sales results from CFCF. "you can't fool a cash register. MONTREAL INU.S-WEED IN CANADA-AIL CANADA Milton Berle, Henry Markus and Jan Murray discuss mock money problems Henry A. Markus Vice President Wir.e Corp. of America, Chicago It all started late one afternoon in 1947 when Henry A. Markus, v.p of the Wine Corp. of America, walked into the storage room and drained 40,000 gallons of wine into the Chicago sewers. This decision helped double the firms sales within a year. The reason? Pouring 40,000 gallons of Barloma wine down the drain made room for Mogen David wine. This kosher wine with mass appeal has gotten all the firm's advertising backing from 1947 on. "On a sales trip in Peoria I met a jobber who wouldn't buy any Barloma," Markus explained to SPONSOR. "He did want 50 cases of Mogen David — and 50 cases is a lot of wine! Our sales records showed Barloma just holding its own while Mogen David sales were climbing. "The answer was obvious — promote Mogen David. But we didn't have enough room for Mogen David, so I got rid of Barloma."' Markus also applies his marketing and sale- experience in guiding the advertising strategy of the wine firm. The bulk of this adver- tising, through Weiss & Geller, is in tv. Here's how Mogen David Wine's $1,986,000 budget for 1954 breaks down: $1,238,000 for tv: S448,000, billboards; $300,000. newspapers, radio, spectaculars. During the past year Mogen David sponsored Dollar A Second, Du Mont, Mondays 8:00-8:30 p.m. over 93 stations. This show cost the sponsor $10,500 a week to produce. An audience-participation quiz program, it was m.c.'d by Jan Murray. For the 1954-1955 season show will move to VBC TV, with a 130-station lineup. Mogen Davids network t\ advertising is aimed at a mass family audience. The firm switched from sponsorship of dramatic pro- graming in 1952 when it dropped Charlie Wild. Detective. "Ours is an ideal family wine," Markus told SPONSOR. "Therefore we like to reach the famiU when it is gathered in group entertain- ment before a tv set. And we prefer to reach them with light entertainment rather than heavj or disturbing dramatic shows." This formula has paid off: For the first six-month period of 1954 sales are up 30' over '53. And if sales ever slip? Markus grins at this question: "We have another wine formula with even better consumer tests than Mogen David. Now if we only had the space. . ." * * * EQ SPONSOR -.-•■ 5 M OOTH QJL Set your course on Channel 2 for the rich Midwest market, and just lean back and relax! You'll breeze in first when you speed sales with all the full power impact of WJBK-TV 'Way out in front with 100,000 watt power, new 1,057 foot tower, top CBS, Dumont and local programs. ■^rcz^*- • l3*«*^.: t-;-)^ **&5* '.»---- ^ V /«* " iff. P*^ 4 - • - » -*& ^K' - ■?- ^-^^Wfll ^gjgcg epresenfed Nationally Y THE KATZ AGENCY National Sales Director, TOM HARKER, 118 E. 57th, New York 22, ELDORADO 5-7690 The product cost — of all things — S 1 00- The advertiser wanted leads. First MUTUAL broadcast rolled in .1,300 and in — hold tight- US weeks. 46,000! Man had to advertise for extra salesmen. Sure we've an audience lift (even listening at night is up on Mutual over last year in the latest Nielsen report— M-F 7:30-10 pm.) Sure we've a billing gain (the only network to have one in fact— Jan. -April '54 over Jan. -April '53). Sure we lift our voice in 328 markets other nets and other media miss. That's the great strength of Mister Plus. But the lift that counts, we think, is the lift Mister Plus gives clients' sales. Want a lift, Mister? Mutual Broadcasting System A Service of General Teleradio for All- America ...PL US w STORM COMINC" BY CLYDE BFOIM |trL (^niiinJunZitLEA. ITH a promising Fall Season, thousands of farm families are ready to turn to the adver- tiser . . . for the products their well-earned money will buy. How can the advertiser most effectively send his sales message directly to the working families in the Midwest? Naturally, through the media that has helped build this market by serving its people. That media is . . . WLS! It has given these working families the kind of entertain- ment, news, markets and other services that have won their complete confidence and loyalty. Yes, it's time for the advertiser to reap the harvest that awaits him when he concentrates his sales message in the Midwest powerful selling of WLS! through the CHICAGO 71 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY. 34 SPONSOR 12 JULY 1954 HAL FELLOWS, NARTB PRES., SOUGHT MERGER WITH TVAB R. A. MOORE, KTTV, ACTING CHAIRMAN OF "OLD" TVAB ISIetC facts for sponsors: Advertisers will get increased flow of facts about tv soon. Industry should have Television Advertising Bureau before summer's out which will furnish facts about tv as part of its promotional function. New TvAB will be result of merger be- tween TvAB, which stations had organized, and planned tv promotion bureau of NARTB. Pictures above are of two of industry's leaders who helped bring about merger: NARTB President Harold Fellows and Dick Moore, KTTV, of station-organized TvAB. Also in offing for advertisers is official count of tv sets in all U.S. markets by NARTB's planned Television Audit Circulation. (See page 76) The 20 trends yon must know about in fall radio-tv Here from the pages of SPONSOR'S 8th annual Fall Facts issue is your over-all look at this fall's hottest trends I his is the eighth in sponsor's series of Fall Facts is- sues. It is also the largest issue in sponsor's history, hav- ing 268 pages. To help give you the over-all picture quick- ly, sponsor's editors have prepared the brief report which appears on the next two pages. Its paragraphs are high- lights from the complete coverage which follows later in this issue. This issue's function is to help you make im- mediate buying decisions and to serve for the year-round as a manual. It is divided into seven main sections: re- ports on spot tv and network tv, on spot radio and net- work radio; and three Basics sections, one on radio, one on tv and one on film. The Basics give you fundamental industry facts, many of them in chart form. 12 JULY 1954 ■'.--/ You'll find complete index for this issue on page 8 In addition to usual Digest Page appearing with each issue of sponsor, this issue has com- plete subject index to its seven main sections. You'll find it helpful in looking for subjects you are most concerned with. See page 8. - - 35 Color tV is starting growth on local as well as national level. Above, one of WKY-TV, Oklahoma City's live color shows. For color coverage this issue sse Spot tv starting page 73 and Net- work tv starting page 117. Results of SPONSOR survey of U.S. tv stations and their color equipment appear page 76. Shown above (I. to r.): Bob Doty, WKY-TV production supervisor; Prissy Thomas who does announcements for client, Club Cracker; Milt Stephan, Allen & Reynolds; Leonard Fox, Oklahoma sales mgr, for client SPOT TV TRENDS ■ '■■ r , r> j'urt starts pagt '■'■ 1. Stations are gearing up for color telecasting, special SPONSOR postcard survej of all I .S. outlet show-. More than seven out of ever) l<> outlet? hope to have equipment to televise color shows From network lines he- fore the end of the year. About 20', expert to install color slide and film equipment for local-level telecasts. \im the problem rests with equipment makers. Adver- tisers are expected t<> move in on color spot t\ "experi- mentally early tin- coming fall. 2. Official industry tv set count may soon be on the way. Politz research firm has been retained b\ \ \l!Tli to stud) methods "I counting t\ sets in I .S., cir- culation of t\ stations. Uso the station-formed T\ \H will become all-industr) promotion bureau to distribute facts and figures of television to advertiser-. .'i. Heavy pressure is still on from advertisers seeking nighttime spot slots. Reps report that night- time turnover of advertisers in largest markets is often less than l'». Result: Man) advertisers are moving in on afternoon and morning slots rather than sweat out the long "priorit) lists. /. Tv film industry is booming. Willi network costs at all-time high, man) advertisers are using multi- market campaigns built around syndicated 61m programs. Somi 25 I -I today's syndicated \idpi\ business is in tin- field. In film commercials, trend is toward more animation and Eewei non-extra actors, larger per-filra budgets and smallei numbers of film commercials, leading prodw '-I- report. N ETWOR K TV TRENDS I <•'. [( n port starts pagt 1 IT /. The SRO signs at nigHl are up earlier for this fall than in previous seasons. Nighttime availabilities on CBS and NBC are non-existent. \BC and Du Mont have time available, though former i- filling up it- evening pe- riods nicely. 2. Clearances uill he easier this fall than last though it is hard to generalize about this complicated subject. There are -till a number of problem area- and there is no relief in sight in a few of them. The agent ies -till have men traveling around the countr) trying to clear time for specific show-. 3. Costs will he up for most advertisers. One reason: fierce network competition i- bringing forth more expensive shows, such as the NBC spectaculars. There are also the "normal" increases [or talent, -rript. etc Time costs are increasing with more t\ homes and larger -ta- lion lineups. 4. Economic pressures an' causing many uhf stations to go of] the (dr. There is no apparent spon- sor prejudice againsl uhf stations \«-r se. Most sponsors realize that rate of uhf conversions i- closel) linked with ee <>f \hf competition a uhf station Faces. • >. Despite paucity of color sets in homes, color programing and station conversion to transmit color is continuing at a healthy rate. The number of color sets i- likel) to be much below earl) estimates. 6. Time franchises are more vulnerahle. The bumping of I .S. Tobacco's Martin Kane and / oice of Firestone From NBC program lineup, the "right-of-wa) programing of spectaculars and strong grip on programing b\ network- are all evidence of this trend. 36 SPONSOR SPOT RADIO TRENDS Completi report stints pagi 195 1. Major shifts have taken place in spot radio sales strategy of reps, stations. Among key develop- ments: more "service"' packages of news, weather, traffic bulletins aimed at in-home and out-of-rfome radio audi- ence; more efforts to stretch Monday-through-Frida) morning programing to Include Saturdays thus giving sta- tions an "extra morning'" to sell: more nighttime low-cost saturation plans; more programs beamed toward pin- pointed audiences. 2. "Total" measurement of radio to he feature of fall spot buying. As timebuyers become more re- search-conscious, new research tools are being developed. Nielsen expects to start his new area radio-tv measure- ment service, Nielsen Station Index, in October. Pulse plans to conduct more full-area studies, more out-of-home lating. Time buying today also makes use of audience composition data, cumulative ratings, turnover. 3. Spot business outlook continues to be general- ly optimistic. Spot program hours of mornings, after- noons, early evenings and late at night have been least hit by tv, are most popular with agency radio buyers. Annual level is over $135 million. 4. Radio's '"''specialties'''' are gaining favor with audiences, buyers. More than six out of 10 stations air one or more farm shows. Nearly 140 radio outlets pro- gram more than 10 hours weekly of classical music. Some 375 stations aim programs at Negro market; 22 outlets are 100% Negro-programed. Foreign-language broadcasts are holding their own in many of the nation's largest metro- politan areas. NETWORK RADIO TRENDS pli It if pen t . '. 1. Nighttime costs will take a dron ill the fall with time discounts set for an increase on CBS and NB( ABC is expected to follow suit. Mutual will ontinui its "automatic rate cuts" as new i\ outlets come on the air. i Vdmen quoted in this section explain whal effect t li«-\ think cost reduction m ill have. > 2. Programing trends will be marked by greater use of strips at night. CBS will add an houi of them. There arc four reasons for this trend: i I i reduced show costs per advertiser. (2) sponsor can gel large cumulative audiences quickly, (3) networks can sell them as spot car- riers and ill audience- can remember them more i tsil) than different programs each day. 3. More spot carriers will he offered for sale in the fall. Mutual i^ expected to gel an O.K. on carriei strips in the morning and afternoon from its affiliates. NBC has added a spol carrier .it night and CBS ma) sell its new strips in 71 ■j-niiniitc segments. 4. New set count figures and radio listening data will shed additional light qu radio and will -park new radio promotion efforts \<\ broadcasters. >>u order the hound volume due to be published in August at $4 a copy. Here are the 10 most important conclusions of the series i for a full discussion, see 28 June 1954 issue) : 38 1. Media evaluation lags far behind copy, market. 2. Much money is wasted on noa-scientific practices. 3. Lack of research on much advertising is appalling. 4. On the other hand, widespread acceptance of many new "tools" is equalK had. 5. Refusal to experiment in use of media is notorious. 6. Methods for choosing media, especiallv for new products, are often primitive. 7. Much research to prove one medium "best is useless. 8. It is possible to set up an accurate intermedia test. 9. Reasons given by some advertisers for not using air media are incredible. 10. Psychology, especially study of motivations, has a vital place tn media evaluation. * * * SPONSOR PART 1. "Why evaluate ad media?" Ten pages of charts including 30 tips to advertisers, agencies and media on evaluation. Two-page chart spells out how typical agen- cy analyzes each major market. Another chart gives figures through years to show how all major media complement each other after initial period of competition (all prosper or show revenue declines simultaneously). Article shows why media selection still is in "cave man stage," cites ex- amples of various yardsticks (20 April 1953 issue). qp 9fi ff* PART 2. "Media Basics I." Two pages, including one full page of charts and figures, are devoted to each of the following media: newspapers, direct mail, radio and maga- zines. Advantages, limitations, biggest clients and growth charts are given for each medium. Spokesmen foT each medium tell why advertisers should include their particu- lar media in total advertising schedule (4 May 1953 issue). qp 2ft qp PART 3* "Media Basics II." Two pages, including one full page of charts and figures, are devoted to: television, business papers, outdoor and transit. Advantages, limita- tions, biggest clients and growth charts are again given for each medium and media spokesmen tell why advertisers should include their particular media in total advertising schedule (18 May 1953 issue). JPART 4. "I. How to choose media." Different agencies use different yardsticks in selecting media for ad campaigns. The various techniques are discussed here. Tips from spon- sor's All-Media Advisory Board and executives of research organizations are given on setting up research, choosing objectives. Chart comparing billings of magazines and air media rebuts Life's claim that it leads media parade in an- nual billings (1 June 1953 issue). .PART 5. "II. How to choose media." Debate on wheth- er some advertisers' newspaper backgrounds and complex- ity of air media create bias in favor of print. Twenty-six advertisers, agencymen and researchers discuss factors they personally consider most important in selecting and rec- ommending media (15 June 1953 issue). PART 6. "What sponsors should know about Life's new 4-media study." Article debates whether Life's study is really impartial, reprints charts from study to show mis- use of statistical data. Network researchers' and agency- men's opinions on the study are quoted. Highlights of the report are given with comments by air and print experts on various points (29 June 1953 issue). *e * * * PART 7. "Beware of these media research pitfalls!" Why both the print and air media are guilty of over- reaching in their research. Various media sales tests — including tests made by radio networks — are examined to show validity or non-validity. Four principal methods of measuring sales effectiveness are given, with their weak- nesses. Chart points up 10 media research traps for the unwary (27 July 1953 issue). 12 JULY 1954 <•<• 1) ) tht ill-Media Evalua lion Study will bt published in SPON80B soon; (1) Da I, Dunne's analysis of media trends which hi inn, I. for Sullivan, Stauffer, Colwell d Bayles when tru dia >■ sean h dv • ■ tot ; (2) Advi rtt st /.'- search's test oj a half-how segment oj Your Show i>i Shows vs. a doable-pagi spread in Life on ad r< i all. Gu< sa who won! PART 8. "II. Beware of these media research pitfalls!" Entire text of Advertising Research Foundation's criteria for advertising and marketing research is reprinted. Twen- ty-one researchers, agencymen, advertisers and air experts lell how the) set up tests and use media research i 2 1 VugUSl 1953 issue i. PART 13. "Win these 31 advertisers DON'T use air media. Results of mail-and-phone survey of 199 advertis- ers who are non-users of the air media. Easy-to-read chart li-l- name oi company, product it manufactures or dis- tributes, agency, 1033 advertising budget and the reason* it gave for not using air media. Among reasons most common!) cited: product '"unsuitable"' for air advertising; radio and or t\ are "too expensive": radio gives too much coverage where product isn't being sold; radio and/or tv "flopped" in past, firm hasn't tried them since i 16 No- vember 1953 issue). I*/1RT II. "'What's wrong with the rating services." Comprehensive reference chart gives point-by-point com- parison of the rating services from the standpoints of basic data supplied: techniques; sample bases; limitations, and advantages. Includes sponsor's own ideal rating system and how the six existing services compare from aspect of sample size, breakdown of figures given, and so on. In- cludes seven important DONT'S in using ratings (28 De- cember 1033 issue). PART 9. "How 72 advertisers evaluate media." Four pages of charts tabulate answers each of 72 advertisers gave to sponsor's 16-part questionnaire on media evalua- tion. These advertisers spend total of S137 million annu- ally on advertising. Questions are explained and sponsor's conclusions given. Includes information on advertisers' sources for media data; methods of determining media ef- fectiveness; which medium advertiser considers most ef- fective. Includes list of 1 1 most important facts learned in survev of 2.000 advertisers I 7 September 1953 issue). PART 10. "How 94 agencies evaluate media." Four pages of charts tabulate answers each of 94 agenevmen gave to sponsor's 16-part questionnaire on media evalua- tion. Includes information on agencies' sources for media data: methods of determining media effectiveness; which medium agenc) considers most effective. Background of admen answering questionnaire is also given. List of 10 most important facts learned in this surve) of 1.000 agencv - men (21 September 1953 issue). PART 11. "How BBD0 evaluates media." Bernard C. Duffy, presidenl of Batten. Barton. Durstine \ Osborn, one ol worlds largest agencies, gives personal opinions on the various media, tells what his agencv wants to know about media before planning an advertising campaign. Included are specific examples of which media are best to lill special needs of certain products (5 October 1953 issue) PART 12. '"How I. mil Mogul tests media weekly for Rayco." Customers fill out card- while thev wait to get their auto seat covers fitted. These cards indicate what made customei come to Rayco for seat covers and in what media they've noticed Rayco ads. Article i:ivc> results "I such tests, with detailed explanation of how agency can go about Betting up similar Bystem for its own clients. Full page of charts shows Low vmi can profit bv being able to check media on weekly basis (19 October 1953 issue). PART 15. "What's wrong with print measurement ser- vices?" Facts about the three readership sendees includ- ing their sampling methods, questioning procedures and how much each one costs. List of basic questions adver- tisers raise about readership sendees. Article includes opinions of researchers on the services, explains win know- ing the facts about each one is vital to advertisers and agencies ill Januarv 1954 issue). PART 10. "How different rating services vary in the same market." Ward Dorrell, research director of John Blair & Co. and Blair Tv, station rep organization, peints out the fact that different sendees often come up with widely divergent ratings and sets-in-use figures for the same market. Dorrell underscores importance of using other criteria besides ratings when planning advertising campaign. Three easy-to-read bar charts give examples of variation in same markets I 25 Januarv 1034 issue i . PART 17. "Can you set up an 'ideal' media test?" Most researchers assert it's impossible to set up a fool proof or ideal intermedia test. Includes descriptions of three agencv attitudes towards testing and explanation of win testing i< so important and so difficult to perfect Three table- describe the "ideal" intermedia test based on interview- with 150 media expert-, li-t 10 do's in media testing and -bow some variables that make testing difficult '22 February 1954 issue). PART 18. "II. Can you set up the "ideal' media test?" Article quotes -even media authorities on bow to solve the media-testing problem. \n analysis of the four meth- od- of market resean h recommended bv one independent researchei is given. List ol 51 advertisers who have tested media, chart ol media tests used bv various agencies and advertisers and 10-point market testing check list bv \. C. Nielsen are included (8 March 1954 issue). 40 SPONSOR PART 19. "How Block Drug tests media." George J. Abrams, advertising director of the Block Drug Co., Jer- sey City, tells what his firm has learned from hundreds of media and copy tests and the steps it takes to set one up. Block Drug spent $5.5 million in advertising last year, 6595 'n air media. Among Abrams' tips: use markets typical of the U. S.; don't accept statistics blindly (22 March 1954 issue). P/XRT 20. "I. The psychology of media." Article gives results of tests to indicate which media are best under certain typical conditions. Findings by sociologist Joseph T. Mapper on 20 years of pre-tv testing on psychology and media are given in chart form. Objective reports on Prof. Paul F. Lazarsfeld's newspaper-vs. -radio study and other experimental studies are included. Among the tests discussed are experiments by Dr. Frank Stanton, now pres- ident of CBS. while he was an instructor at Ohio State in 1933 (5 April 1954). *n "v *x* PART 21. '41. Psychology of media." Nine statements by leading philosophers, psychologists, researchers, adver- tising executives and college professors on the psychologi- cal values of media are included. Article examines which media contribute most to raising the cultural level of the American people; explains why air media are "dynamic" and print media "static"; tells why one psychologist feels all media evaluation should be put on a psychological basis (19 April 1954 issue). PART 22. "III. Psychology of media: Why admen buy what they do." Adman's own personality and charac- ter may have more direct bearing on his media choice than the physical or psychological qualities of the various media themselves. Article reveals inner motivations of ad- men in their choice of media may derive from background, job security, personal bias, desire to win recognition. Dr. Ernest Dichter, president, Institute for Research in Mass Motivations and Media Advisory Board member, explains why he feels fear and insecurity often hit admen. Due to fear, he says, admen often fall back on substitutes for creative thinking such as the cost-per-1,000 concept and repetition (3 May 1954 issue). 2f» Jfr ^f. P. ART 23. "Do radio and tv move goods?" Two charts document fact that most large advertisers, in all product categories, use air heavily. A total of 66 advertisers spend- ing $178 million this vear (nearlv $50 million of it in air SPONSOR thanks Its advisers For 22 months 12 leaders in tin a< g /,,., fession (names printed below) helped spi maintain a high h i - 1 o) .,;-,,, ,/ in its All-Media Study. Now sponsor wishes i<> thank these 12 ad experts / th< do ■> men, advertisers, media n psycholo- gists, broadcasters and others who ha to tin series during tin two-yeai span. media) answer sponsor's four-part questionnaire, tell what media they use and how will they sell. Article quotes 47 heavy air advertisers on why they like radio and l\. what are strengths and weaknesses of both media and what re- sults they have had (17 May 1954 issue). PART 24. "Media article 24: Conclusions by Advisor) Board." sponsor's Editorial Director Ray Lapica asked the 12 members of the \1I-Media \d\ isor\ Board to write down their comments, summaries, interpretations or refu- tations of the previous articles in the series. Six of the 12 discuss such topics as magazine-of-the-air tv concept; out- of-home radio audience; 10 questions to consider in time buying (31 May 1954 issue). PART 25. "Media article 25: Conclusions by Advisor) Board." The last six of the 12 members of the All-Media Advisory Board present their comments, criticisms, inter- pretations of the previous articles in the series, \inong the topics discussed: relationship among distribution, product and media: importance <>f cumulative advertising impressions; ratings as a yardstick i I 1 June 1(J54 issue I . PART 26. "SPONSOR'S conclusions." Final article in the series gives personal observations, conclusions drawn from hundreds of interviews, -urveys conducted in course of 22-month study. The stud) involved interviewing per- sonally some 200 of the leading advertising experts in nine cities. It meant 14 trips, 11 separate mail surveys, one "t them alone covering 1,000 advertisers and 1,000 agencies. Among SPONSOR'S conclusions: The advertiser, agency or broadcaster who stops trying to find a better method of evaluating media will fall behind (28 June 1951 issue I . SPONSOR'S All-Media Advisory Board George J. Abrams ad director, Block Drug Co., Jersey City Marion Harper Jr. president, McCann-Erickson, Inc., New York Vincent R. Bliss executive v. p., Earle Ludgin & Co., Chicago Ralph H. Harrington ad mgr., Gen. Tire & Rubber Co., Akron Arlyn E. Cole president, Cole & Weber, Portland, Ore. Morris L. Hite president, Tracy-Locke Co., Dallas Or. Ernest Dichter pres., Inst, for Research in Mass Motivations J. Ward Maurer ad director, Wildroot Co., Buffalo Stephens Dietz „ v.p., Hewitt, Ogilvy, Benson & Mather, New York Raymond R. Morgan pres., Raymond R. Morgan Co., Hollywood Ben R. Donaldson ad & sales promotion director, Ford, Dearborn Henry Schachte senior v. p., Bryan Houston, New York 12 JULY 1954 41 I his map is J. Wttrd >I«iur«'r'.v gitidt" in ml planning Wildroot breaks U.S. into 100 natural product distribution areas, plans each market's budget separately. Maurer, ad director, buys as many radio announcements in each market as budget permits, uses at least one comic-strip weekly per market. Left- over money goes to other media. Budgets are based on sales, past experience Whj Wildroot has 100 ad budgets Company believes niarket-bi -market approach avoids waste in spending', helps achieve proper balance between loeal and national ad media \\ ildroot is unique because: 1. It has 100 a ad- vertising program? Win doe- he split the country up into a hundred mar- kets.' Here's what he says: "I believe that all national advertis- ing should be looked at carefully. When you break down your national advertising media on a county-by- SPONSOR county basis — or, as we did, on a mar- ket-by-market basis — you see that you can't cover the country with national advertising alone. "In too many markets you'd be over- spent. "To cover the country, you need both local and national advertising. But that poses a toughie: How do you know how much you should put into national? How much into local? "So we break the country down in- to natural distribution areas. Then we get the circulation figures for na- tional and local media for each county which is within the distribution area. From these figures we can determine exactly what each medium costs us in the market. "Maybe we discover we're not get- ting good coverage from national me- dia in a certain market. Then we know we should use more local media. We can figure out how much money we should spend in local media by know- ing the population of the market, the cost-per- 1,000 of reaching potential customers and the cost of the national media in that market." For every color (representing a dif- ferent market I on the big map on Maurer's office wall there is a separate budget. When Maurer and his staff figured out the Wildroot wholesale trading areas, they just happened to end up with an even 100 markets. "When I say we have 100 markets, it looks as if we arbitrarily divided the country into a hundred pieces. We didn't. That's how many wholesale dis- tribution areas we have," he explains. There are other advantages, besides allocation of national and local media budgets, to working on a market basis. For one thing, says Maurer, you can get county-by-county statistics that will help you figure out what your sales for the whole market should be I by add- ing up the counties in the market). On the county level, Wildroot uses Commerce Department, Census and Nielsen figures, among others. Maurer told SPONSOR: "I believe that our 100 market ap- proach is at least somewhat unique. I have no doubt but that Procter & Gam- ble, and a few similar companies, who are so research minded, have been working on this same principle, and perhaps have perfected it to a finer degree than we have been able to do. However, from my knowledge of imtui MtttM ii in ■ Hiiiiiininiiiiiniiii iihh ■■■iiiiuii iiimiii i mi ihiimii imiii Wildroot's approach bulls down to: LOO advertising budgets one for each wholesale distribution area Cost of national advertising broken down by a count} bj county basis Each Ideal ad budget (lepra. Is partly upon national media COSl in Entire radio advertising budget — $1.1 million into spol Wildroot retains campaign theme, changes media, way media are used Agency considered business partner rather than strictlj idea factory aiMiiiuuiiiiii n ii mi hi iniiiiiii iiiiiiiiiiiiiiiiiiiiiniiiiiiiiiii minimum h mimimmimi iiimmmiiimii mmuii what other companies do, and the peo- ple that I have talked with in connec- tion with my ANA activities, I be- lieve that any companies who have em- ployed this approach are certainly in the minority and if sponsor can do no more in this article than to stimulate the thinking of the majority of the companies who have not attempted this approach, I think it is a worthwhile contribution." The budget for each of the 100 mar- kets now is based on Wildroot's sales figures and die company's own past experience. But Maurer says: "We do not consider only the sales and advertising relationship, but also take into consideration such factors as the total hair tonic industry sales, on the market-by-market basis; share of market figures which are furnished by the A. C. Nielsen Co.; male popula- tion figures according to the 1950 census, etc." At present 11% of Wildroot's $3 million-plus media budget goes into national media — and currently nation- al media consists of only magazines. Thus, about $2.7 million is going into local media. This is fairly new for Wildroot which, in the past, allo- cated most of its budget to national media. "But when you look at it from a market-by-market basis." savs Mau- rer, "it becomes apparent that a com- bination of local and national adver- tising is the only thing that makes sense. "I do not mean to take a crack at national advertising. However. I think most people who serious!) study the proposition will find out that a combi- nation of both national and local is ideal." Two basic media for all W ildroot markets are spot radio and dail\ news- papers. More than a third of W ild- root's total ad budget goes into spot radio, with the company currently us- ing more than 500 stations. In each market. Wildroot bins at least one COmic -trip per week in a newspaper. And as many radio an- nouncements as it can afford. If there is money left over for u-c in a partic- ular market, it is invested in car card-, television, outdoor and other media. While each of the 100 budgets now is based on sales figures and past ex- perience. Maurer believes that it i- onl) a matter of tune until he can fig- ure out the potential sales figures for each market. With this data, "it rna\ be more intelligent for us to base ad- vertising budgets on each markets po- tential," says Maurer. "If that happens, and with the op- portunity to sales test in those mar- kets, then we may get close to finding the answer to a problem we've won- Copy tests sold Maurer on using Fearless Fos- dick for '54 campaign. Fosdiclt ads embody "Get Wildroot Cream Oil, Charlie" jingle theme used past 12 years. Maurer wrote jingle ^EARLESS /^bSDICK OETT?C"nvE 3v Cvg. On fifa- *4I an -. • , I 'J**-.. ***** 1 ** AG <^>4,f-4>WE I TuEiaLTOO- - .-f C -m ~ *„. M»4 &U^ L T~% IN ""« ftOCV * : ^^J -•? !•■■*. , i - • W*0» TXAT *«i„ r— — — jP^v, -* • cue - f NEU,BL£»» - C«»X»-E=> | LOC* ► wfc>-)" WLEHOOT CBtAM DO TWE T».\» " ASO saOic Ann-face- moOi^touXK i >oua A«Msr~ Jl dimin- ishing returns? •'It took .in awfull) long time to work ciii "in I'111 markets, and to make u|> a different budget Eoi each market," Maurei add-. "It's -till time- ( onsumin For Maurer. however, the problem «l«>iil>tt«-—— was a lot easier than !"i oth- ers less mathematically inclined. \i an advertising convention in White Sulphur Springs a year ago Maurei was asked l>\ a sponsor re- porter after a golf game how much a golfer would lose it lie lost every bet at 10c a hole, to he doubled on each hole. In less than one minute — be- tween soaping and showering — Mau- rei had it figured out: "Over $13,000." (Exact figure: $13,107.20.) In discussing \\ ildroot's advertising hi-torv. Maurer will tell you that "'there are two wavs ol advertising oui kind of product. "One: lake your pick of media. then stick with it with bulldog deter- mination, changing only your theme. "Two: Take a theme, stick with it, ami change onl) your media and the wa\ you use the media. "We do the latter. We've used the same theme — 'get Wildroot Cream Oil Charlie' — for 12 years. Instead of changing our theme, we've changed media and our media use. Now spending 35' < of it- budget in spot radio. \\ ildroot i- not won ied about the nuinhei uf tv stations in am given market. It due- buj radio time to avoid tv competition, however, insofai as the period of daj is con- cerned. Maurer. through \\ ildroot's agency, BBDO, u-uallv buys radio announce- ments in the earl) morning, late in the afternoon I to catch teenagers since Maurei i- convinced it is important to ■jet customers while tin-vie young), some late at night. Maurer tries to reach a male audience. "Of course, he savs. "it's hard to reach an all-male audience, but we do want a pretty good pari of our audience to be male. We also want a voting audience. Prac- lieallv all our advertising the past 10 or 15 years has been planned with the idea of not onlv reaching men. but also young fellows.' As basic to Wildroot's advertising strateg) a- it- never-changing theme is its use of the W ildrool singing com- mercial— now considered a classic in the realm of musical announcement-. Maurer wrote the words and music to the jingle in 1942. He won't -av it made Wildroot the largest selling hair Ionic overnight, but he's prettv sure it helped in boosting Wildroot to its claimed No. 1 position. Wildroot's jingle has been on the ,iii since 1943 but it didn't mark the company's first radio experience. Wildroot used air media as eariv a- \(y\2. but until Mautcr's jingle came along the firm's radio results were somewhat discouraging. Back in '32 W ildroot sponsored a weekK 15-minute program featuring an "Elizabeth May" who gave women hints on the care ol the hair. I here also was some spot activity; Wildroot bad participations, foi example, on Ar- thur Godfrey's Sundial on W JSV | now WTOP), Washing D. C. There was a three-year hiatus, then W ildroot sponsored a program in it- home town of Buffalo during the la-t 13 weeks of 1935. The compan) want- ed to build it into a show of network calibre but it nev er quite came oil. The vear 1936 Wildroot would just as soon forget. Everything went into radio thai \eai neailv ever) nickel of the $250,000 budget. Results were less than astonishing. About the time Wildroot was look- ing around for a program in '36, led Husing had just published a hook. 10 Years Behind the Mike. W ildroot hired Husing on CBS. put him on a show named after the hook, gave him mii-i- cal support from a group called The Charioteers lone of The Charioted-. [Please turn to page 224) li|i'iici/ is "blUineM partner": Wildroot, BBDO ad execs hold frequent meetings to exchange ideas, information. BBDO has been firm's agency for over 40 years, is regarded as "business part- ner" by Mcurer, is in on all planning from beginning. Below, I. to r., Alan D. Lehmann, BBDO a e (seated), Earl Obetmeyer, asst. to Wild- root ad dir. (standing), J. Ward Maurer, Wiidroot ad director, Jay Larman, asst. a e, BBDO (standing right), Charles Dentiger, Wild- root media director. In center: star of Wildroot commercials, Fosdick 44 SPONSOR 10 TOP CASE HISTORIES Updated condensations of SPONSOR articles appear below. Many other condensed articles plus capsule result stories appear in Radio Results and Tv Results, out this month ERICAN AIRLINES: ALL-NIGHT RADIO MUSIC GETS BIG AUDIENCE AT LOW COST .1 rtifl, (tjijt, ared 4 May 1953 Few businesses are as competitive as airline operation, and no airline can stay on top of the heap unless its management comes up with a steady stream of fresh ideas — particularly in the twin fields of advertising and airline promotion. In summer '52 C. R. Smith, the hard-driving Texan who is AA's president, spotted a new advertising opportunity for his airline. An executive who often sits up half the night to go over detailed reports from far-flung AA regions, Smith just as often keeps a radio going at his elbow. How many others, Smith wondered, also tune their radios to all-night broadcasts? Research executives of CBS and Ruthrauff & Ryan, AA's agency, scheduled a meeting. The findings: audiences are big and costs are low in nighttime radio. By the end of 1952, there were many concrete developments. CBS Radio Spot Sales had quietly checked with five owned-and- operated CBS outlets— WCBS, WEET, WBBM, KCBS and KNX —and a key affiliate, WTOP. When the contract was signed it proved to be a corker. Con- vinced that it had the right time slots and the right program format, AA made ■< deal for the largest single block of radio airtime in broadcasting history — 30,000 hours over a three-year period. Cost for time and talent: an estimated $1,500,000. The midnight-to-dawn (five and one halt' hours) shows fli plenty of advertising coverage to the sponsoring airline. By a conservative CBS estimate, something like 80% of AA sales territorj is within easy reach of the six CBS outlet-. Program 'policy: The problem which faced AA and CBS from the beginning was to find a program with wide appeal. AA's shows feature a smooth blend of com tunes, operatic excerpts and popular symphonies. Commercial policy: Early in the game, AA and Ruthrauff & Ryan decided commercials would be live, in semi ad-lib st During the first two hours of any of AA's shows, the mercials are tailored to the particular market. The last three-and-a-half hours of AA's all-night shows ture institutional pitches which are general. * * * What's happened since: AA's radio contracl as reported above runs until 13 April 1956. Air advertising today is unchai - PALL MALL: AIR GETS OVER 50% OF BUDGET, HELPS MAKE CIGARETTE NO. 4 IN SALES Artich appeared 23 March 1953 One of the hottest trends in the cigarette business today is the sizzling sales climb of king-size brands. And the hottest king size brand is Pall Mall. T.ike all big cigarette advertisers, American Cigarette and Cigar (division of American Tobacco) places over 50% of its budget for air. sponsor estimated that somewhere between $5.5 and $6 million would be spent to advertise Pall Mall in 1953 and about three-quarters of this would go into radio and tv. The tv cost trend had been hitting Pall Mall hard, what with it carrying two network shows, The Big Story and Doug Ed- wards and the News. So American Cigarette and Cigar and its agency, Sullivan, Stauffer, Colwell & Bayles put a tv show on alternate weeks. The program affected was The Big Story, the alternate-week partner, The Simoniz Co. The new surplus was diverted to other media. Half went to magazines and Sunday supplements, half into spot radio. The campaign is Pall Mall's biggest in spot radio since its famous saturation drive during 1941- '42. It 's in 45 markets daily. Tobaccomen have been watching Pall Mall 's meteoric rise for 12 JULY 1954 a number of years wi bow did Pall Mall do it .' One of the keys to the solution is another question Pall Mall sales on the rise because it is king size, or are king- size sales on the risi of Pall Mall.' It should not be surprising to learn that Paul M. Halm, presi- dent of both American Tobacco and American Cigarette and Cigar, favors the latter viewpoint. Those who take the opposite viewpoint, namely that l'all Mall has been riding a king size trend anyway, come up with this analysis: (1) King size cigarettes are on the way up because consumers feel that the extra length filters out nicotine. (2) Kings an popular with women. (3) Appeal to economy-minded. Two more reasons are often given to explain 1. Co '■ Copy themes are fairly stable. 2. The pi color. The design and color ("Pall Mall red") of the pack had a lot to do with it- * * * WTiat's happened since: Firm sponsored ABC TV- l: show this past season, is switching to Danny Thomas, ABC TV, in fall. The radio drive continues through '54. 45 LO L°LC_ASE HISTORIES CASTRO CONVERTIBLES: ONE STORE BECOMES $10 MILLION BUSINESS WITH AID OF TV Artich appeared 18 May 195 I Can a local retail store tit t\ into its advertising budget .' Castro Convertibles, until 1948 n Bingle store with a handful of salesmen, found thai the small advertiser can afford tele vision, and, furthermore, thai clever use of air media can lie the Bkj rockel to success. Today, Castro Convertible sofas are manufactured in several plants, are sold in seven stores in the New York metropolitan area. Until his debut in television in 1948, Bernard Castro, incident of Castro I mi \ci t ildes, ne\er sold more than LOO units a week in his small L' 1 st Street and Sixth Avenue store. A SPONSOR guesstimate places Castro's present sales volume at well over $10 million. Agency: Newton Advertising. Known since L948 for his memorable tv commercial, Castro began using radio in October 1950 to gel frequency of impact. Here is Castro's formula: Use tv tor product demonstration, and to identify copy theme (iu Cast id's case: "easy to operate") with product. If your product is bought by women for the home, place your com mercials near earlj evening programing to create demand bj the .utile family. Castro gol the idea for a film commercial the firm lias been using e\er since I'.Us when he s:iu P.ernadette, his live year old daughter, trot into the living room and open the living room sofa unaided, it hit him immediately: show Bernadette in the film actually opening a t'astro Convertible. Copy theme: "So easj to operate, even a child can open it." 'I his i',ii second film was shown once weekly starting July ll'ls, then gradually, as ('astro saw the results of the demon stration, the schedule was increased. Today the film runs about nine times a week in New York and as often as 1 ."i times weekly in other areas where Castro recently opened new showrooms. Yarioiis factors not connected with advertising may have help.-d toward his growth: (1) The housing shortage in the late Forties was verj acute, hence the trend towards smaller, com pacter apartments in the metropolitan area. '2' The market for convertible sofas was wide open. Though they'd been available in some form since the Twenties, they were little known to the public. (3) Castro was among the tirst designer- manufacturers to develop a convertible which tilled both the need for comfortable Bleeping at night, and was a handsome piece Of furniture during the day. However, the little girl opening up a ('astro sofa by herself in his television commercial probably contributed more than anything else toward making ('astro a household word in the New York area. Castro belli sponsor estimated that Castro spent Bome $400,000 annually on radio and television in L953. He places hi* newspaper adver tising direct -full-page ads announcing a special sale. On radio Castro uses on second announcements, also sponsors 10- and 1" minute segments on four d.j. shows. Announcements are preceded by jingle sung to mandolin accompaniment. * * * What's happened since: Today Castro has added four show looms outside N.Y. in the East, has expanded air to new areas. SHELL CHEMICAL; SPOT RADIO IS FLEXIBLE, SPEEDY MEDIUM FOR INSECTICIDE MESSAGES Article appeared 26 January 1953 There are few businesses as unpredictable as the business of supplying agricultural insecticides to farmers. Linked as it is with farming itself, it is plagued by the wanton habits of weather, by floods and drought, by the sudden appearance of insect pests. An advertiser seeking to put across his message to farmers when it is most timely needs a flexible medium. Shell Chemical Corp. has found that flexibility and speed in spot radio. Here, in a nutshell, is why Shell Chemical needs a medium like spot radio to reach farmers: Item: Shell advertises its insecticide, Aldrin, for a varietj of cotton pests. Ad\ertising must be timed with the appearance of each pest. Item: shell's soil fumigant, D-D, must be applied before clops are planted. Moreover, the ground must li,. just right — ■ not too hard, not too soft. Therefore. Shell, its tield reps and its agency. .1. Walter Thompson, must be on the Kail to catch the farmer with radio commercials at the proper time. \ shell insecticide was approved bj the I', s. Depart mint ot Agriculture for a certain crop iu a certain area last ag. It was i,,,, [ate to applj the insecticide by the usual method and special instructions for the farmer were necessary. Tie fastest u;,,\ to gel tins, instructions to him was by radio. Shell'- advertising manager, Merton Keel. said. "We can have COPJ on the air I s' hours alter a call for hid]) from our reps, There's no other ad medium that will do a .job for US as fast as that. ''We like radio for its economy, too.'' Keel added. "Actually we spend less than lnrr of our ad budget on radio, hut don't forget that farm radio is pretty cheap. We can buy two an- nouncements a day on a station for as little as .*s or $10. That means $100 or less for a two-week campaign." Shell Chemical confines its radio advertising to four agricul tural chemicals: Aldrin, Dieldrin, D-D and ammonia. The first two are new synthetic insect icid-s. I) |t is aimed at sulimicro SCOpiC pests. Ail Manager Keel says this about radio: ''It can command the' farmer's attention during certain periods when no other me. 1mm will work. Through research, we know these periods are in the early morning and during noontime. When the farmer is busy, he generally takes tim< out only to eat and listen to weather, market reports. Shell Chemical's time buying approach, therefore, is mow or fixed to one pattern two announcements per day during the week, one in the early morning and one around noon. Time- buyers look for adjacencies to newscasts, especially those con- taining weather and market reports. * * * \% hai*> happened since: With its products "oversold," Shell says it will us, little radio this year unless emergencies occur. In '53 there were radio campaigns for Aldrin. I> 1> and Dieldrin. 46 SPONSOR MINUTE RICE: RECIPE PROMOTIONS ON TV STRETCH IMPACT OF SHARED NETWORK SHOW ArticU appeared 30 November 1953 Ten years ago, quick cooking Minute Rico was just a gleam in General Foods' corporate eye. Today, Minute Bice is a fast-selling, nationally distributed product backed by a SPONSOR-estimated $2 million ad campaign which includes shared sponsorship of two of tv's top network programs— Bob Hope (NBC TV) and Mama (CBS TV)— maga zinc color spreads {Life, Satevepost, women's magazines) and extensive point-of-purchase material. All of General Foods' leading competitors in the sl05 million annual (U. S. consumption at retail level) rice business admit that Minute Rice ranks in the top three in sales and is the most advertised rice brand on the market today. Here's how the Minute Rice ad campaign shaped up: In 1946 General Foods' marketing experts selected Atlanta and Philadelphia as the first targets for Minute Rice. Local ad drives in these markets were spearheaded by radio announce nients and newspaper insertions via Young & Rubicam. January 1949 marked an advertising landmark in the growth of Minute Rice. The product reached a sufficiently advanced state of distribution to warrant a switch to national-level ad media. On the air, Minute Rice began to share sponsorship i with other GF products) of Second Mrs. Burton, a radio daj time serial. In 1951 television was reaching stature as a full-fledged ad- vertising medium. Early in 1951, GF added Minute Rice hitch- hikes to the afternoon tv Bert Parks show (NBC TV), concen- trating on visual demonstrations of Minuti .cook qualities. Wiih producl sales 3till climbing the next year, Minuti Bic< stepped up its t\, radio and magazine expenditures, passing the si ,000,11(10 annually mark. The tv approach was shifted to an evening show, and .Minute Rice became one of the featured GF products on Mama (CBS T\ , Hitchhikes tor Minul uei,- added to the nighttime radio Hub Ilo/>> Sim,, Radio). In the first halt' oi I'-1'-; Minute Bice continued to be featured on Mama, and advertised heavily in magazines and newspapers. (SPONSOR estimates that ii. this January through .lunc period, GF spent about soihhiOii gloss in tv, and about the same amount in magazine .md newspaper ads.) Later on in the year. Minute Rice's advertising emphasis shifted even more strongh in favor of big-time tv. Minute Bice, as mentioned earlier, was an alternate week sponsoi of \fama, seen Friday nights on CBS TV. But much of the Minute Rice air effort was concentrated on the monthly Bob Worn show, Been once a month on Tuesday nights on NBC TV. GF has evolved a system for making the high-priced impact of network tv last and last. The secret: periodic recipe promo- tions which are featured on tv and then plugged heavily at point-of-sale and in print. * + * What's happened since: The sponsor is now taking a summer hiatus, plans to return to Hob Ho»< and Mama in the fall. BORDEN; DETAILED RESEARCH IN EACH MARKET INFLUENCES LOCAL RADIO PERSONALITY BUYS Article appeared 29 June 1953 The Borden Co. 's air media buying primers are stacks of ' ' target folders ' ' loaded with vital information pertaining to the radio and tv habits of people who live in major TJ. S. markets. In 1953 Borden spent every nickel of its $2,350,000 air budget ($1.6 million for spot tv, $750,000 for spot radio) on the basis of these ' ' target folders, ' ' or " blue books. ' ' Borden lays out its air media plans on the basis of distribu tion of its products in specific territories. Each market is treated as a separate entity and many factors are considered in planning. It uses three agencies: Young & Rubicam, New York; Tracy Locke Co., Dallas; Griffith-McCarthy, St. Petersburg. In L953 only one of its divisions, the Food Products Co., was sponsoring a network show: Treasury Men in Action on 43 NBC TV outlets. Here are some tips on buying local radio time from William B. Campbell, Borden 's assistant advertising manager in charge of radio-tv, gathered from practical experience and on the basis of extensive research contained in the bluebooks : 1. Decide what audience should be reached. Establish age level of best prospects so you can program to reach them. 2. Determine what time of day you can best reach prospects. 3. Determine if you want large tumour. Do you want to hit a limited but loyal audience at the same time each day several days of the week; a larger number of people at the same time several times a day several days of the week ; still more people with spots at varying times during the week? 4. Analyze the various stations' programing. Which has greater share of audience? Programing usually reflects management. 5. Try to buy best local radio personalities. You're going local, and you want your advertising to have strong local ap] 6. Explain strategy to local p< rsonality. Knowledge of prod- uct, strategy by local personality will make messages convincing. 7. Know your local station management personally. Show station how it can help merchandise program. 8. Advise local managers of air strategy. 9. Constantly reevaluate programing. Know what compel is doing in the market. Constantly reevaluate your commercials and programing to insure they're doing best job fur products. To achieve its aims Borden airs approximately 11,001 mercials on 50 tv stations and over lnii.iiini commercials on 162 radio outlets annually. In radio Borden leans heavily on the leading local female personality who has won acceptance with a hard core of housi wives in the area. Campbell's research bluebooks are updated at least oi year and always include data from previous examinations of the same market for comparison purposes. Campbell says, "With the aid of these analyses we can spot a trend in a hurry." * * * What's happened since: Today Borden is continuing its heavy use of spot radio in about 130 cities (160 Its primary tv effort consists of a network show, Justice, over : XBC TV stations. Spot tv is used only in key cities which do not get the network show. The Food Products Div. is now considering buying into the Garry Moore Show, daytime CBS TV program. 12 JULY 1954 47 MOGEN DAVID: PSYCHIATRY AND TELEVISION CREATE "PHENOMENAL" SALES RISE FOR WINE limit appeared 26 January 1953 Television and psychiatry have helped build a sacra i u inc into a leading table « ine in t n David has swept to the top among Bweel Concord a manj markets across the country. In fact " .r i in, a calls it probably tin brand in 1\ s. wine history. Agency: Weiss & Geller. I hi 1953 budg round - 1. 1 million (up $100,00 10, I in t\. $350,000 for radio. The Wine Corp.'s first tv Bhow, ( on I m Fop This . ABC TV, ran on about 15 2l in 1950. tsl According to Marvin Mann, Weiss' v.p.. direct radio -ft and Mogen David account director: '"I'ln in immediate sales response to t\ thai hadn't • m the other media. We knew then we were going concentrat ft as long as it brought such results." firm's second ft show, Charlu Wild, Detective, on LBC TV and I'ii .Mont, Mann says "Proved conclusivelj Mogen David aged "ii tv. With proper ael and show, they could effectively large-scale tv operation. For example, we offered a wine recipe i k free. Requests ran to 2,000 a week, A Burvey showed thi ■ 87' of the people who had written to requesl the liook liatelj bought Mogen David." Starting 2 September 1952 Mogen David began spons When Was I. a panel shew on :',!• Du Mont stations. And Benry Markus Bays of t\. "We're sohl on television because we can Bhow the product and talk about it at the same time. This \ i - n:i 1 and a mpact makes it twice as effective ether medium." II. i« does psychiatry enter into Belling Mogen David Weiss i,a> been interested in the Bubject since he majored in sociology at the University of Chicago (Ph.B., V.^l- . Sis .v lias made an intensive Btudy of how socia can help advertisers uncover consumers' real feelings. II. says of Mogen David, "It-- a sweet Concord grape wine with Bugar added and onlj I)'- alcohol by volume. It's differ- ent from the regular California and French imported wines. •■First we consulted the social scientists and from them came man;, ideas, but there was one in particular that stood out in almost i \ei > disi ussion we had. "One psycholof - related to festive childhood memories, to early family closeness and gaiety.' "W( quickly realized the copy themes that would set this mood would have to be a doorway to the pleasant world of yesterday. Among the themes that embody this idea: 'A I Of the g 1 Old days.' " • • • What's happened since: Mogen David has been sponsoring Dollar .1 Second over Du Mont (93 stations). Next season the show is moving to ABC TV, with a 130 station lineup. SEARS, ROEBUCK: RADIO HELPS SELL MEN IN MORNING, WOMEN IN AFTERNOON Artich appeared 23 February 1953 The myth that radio can't do a good, consistent job of selling for d lias been exploded many times but m with a louder bang than in Tucson, Ariz. The Sears, Roebuck store in that city has been doing an effective job with radio selling for nearly Beven years. The Tucson Sears manager, Edward B. Carmack, Bays: important as an adver diun I'- effectiveness, though, depends largely on programing and presentation. Radio should look in the mirror to see why they are nol selling more time to depart inelit This s Si rs' over all air - 1. An early-morning 8:15 to 9:00 show called 15 Minutes from Broadway on KM'1 sic from Broadwaj seven daj - a week. l'. A la- show entitled Arizona Hayridi on IO \ \. Run by dis Bob McKeehan, it is on five days a week, combines Western-hillbilly music with folks} chatter. Special sale announcements using all five TuCSOH stations. The morning show is an excellent exam; •■■. a radio station can do an imaginative job in programing. The program [TUC's genei i aager 1 mself, Lee Little. Little handles tin program with an informal touch. II- dvertising material from Ralph Knapp. Sear's ad manager, i>ut ail liKs around it. it hi Bees an unusual item in the mass-market store (recently it was mink coats . he'll add a about it. Carmack considers this type of programing unusual for a morning Bhow, si in bis experience. But he feels that it - the purposi of bringing into the store a type of customer — such a- professional men who might otherwise have Di ome acquainted with the Sears line oi [f the morning Bhcw is tops in selling hard goods to men. the n show excels in selling other types of merchandisi M.K.ehan is a well known di-k jockey in the To ana. He makes persona] appearances with his own band in Ki \ \ 'si - /one and bro Saturday night dame. Sears ts daily air impact with announcement al events. These announcements sometimes run up to a day tor three or four-day periods. In addition to KTUC and K< \ \. ■ KOPO, KTKT and KVOA for I special events. Carmack sa.xs that dollar for dollar a sustained program will usually bring in more results than announcement-.. Hut he finds the occasional jabbing of a promotional needle necessary for -IlltS. * * * What's happened since: '■ Sears store is new in its fifth ■ oad- linn over KTUC. It is also si sing over Ki \ \ The two shows constitute backbone of its air ad\ertis- ing, although announcements are -till us special events. 48 SPONSOR APPLIANCES: POLITICAL CONVENTIONS GIVE CONCENTRATED PROMOTION, SPARK SALES Article appeared 12 January 1953 Admen rank as one of the greatest concentrated promotion campaigns in recent times the radio-tv sponsorship of the 1952 Presidential conventions and Election Night returns by three big appliance firms — Admiral, Philco and Westinghouse. Great interest has been evinced in the advertising field as to what could have been the results from this campaign in terms of (1) sales and (2) audiences garnered by this incomparably expensive tie-up with public interest programing (it cost the sponsors and networks involved about $12 million), sponsor explored both these facets and here are the highlights of wli.it lias been discovered: 1. Sales: The three-network sponsorship not only sparked sales in a big way for the three companies but it served to lift the entire appliance industry as a whole out of its customary summer slump. 2. Promotion: The three firms agree that they got a brand identity impact which will endure for a long time. 3. Audience: Nine out of every 10 radio and tv homes tuned in to the conventions at one time or another. Tv viewing was greater in terms of gross home-hours than radio listening. On the average, tv sets were tuned in to the conventions for three hours a day; radio only homes were tuned in for approximately half that time. Betrospeetion: The appliance trio think it was astute of them to pick up the full tab on their respective networks for both convention and election returns coverage rather than to have let other ad m them in participation sponsorship. Report on sales: Probably the outstanding sales result of the conventions was the effect on tin- norma] summei Blump in ap pliance sales. There wasn't any. Westinghouse Account Bxecu five I'.ill Bitenbaugh of Ketchum, MacLeod ami Grove told sponsor flatly that this "can be accredited to thi tremendous political campaign package." What was learned? Looking back on the convention, the sponsors feel that the selling job was properly handled and effective. They don't consider that the commercial intruded and point out that, although a broad. allowed 10% of program time for commercials, mm ore than half of the allotted time quota. There was no difference in the basic commercial approach between the two conventions. There was a real effort made to get more variety, however, into the Democratic Convention com mercials. Philco, which put 11% of its t\ commercials on film, made up 42 different commercial films for the conventions. Be- cause all stations weren't interconnected, it was necessary to make 777 prints, the Iargesl single tv print order up to that time. With its 24 products advertised during the con West inghouse used 28 different live commi rcials with Betty I'urness plus 26 different flip card commercials. Ada Lral sought variety by indoctrinating announcers in Admiral sales lore and then letting them speak extemporaneously. * * • NATIONAL SHOES: 100% RADIO EFFORT DOUBLES SHOE SALES, BUILDS IDENTIFICATION Article appeared 21 September 1953 ' ' National Shoes ring the bell ! ' ' has been sung over the radio stations in Greater New York hundreds of times each week since 1940. It is the jingle that has helped double the number of National Shoe stores and multiplied the Eastern retail chain 's sales volume almost five times in the past 14 years. In 1940 when the Emil Mogul Co., Inc., took over the National Shoe stores account, this chain of retail shoe stores was a print- media-only advertiser. At the agency's recommendation Na- tional Shoes put 100% of its advertising budget into radio. National Shoes' answer to its need for frequent impact on a large family audience is a combination of popular local music programing and a heavy schedule of announcements throughout the day. In 1953 its radio lineup included six New York sta- tions: WNEW, WINS, WMCA, WOV, WHOM and WWRL. National Shoes' program buys are invariably 10- and 15- minute segments of popular local d.j. programs. On foreign-language and Negro programing blocks, National Shoes sticks to the 15-minute musical show. National's announcements are scheduled seasonably, with the heaviest concentrations during spring and fall. National's '53 fall spot schedule in New York included 20 to 40 announcements weekly on each of its six stations and 50 to 60 musical programs a week (either 10- or 15-minute), on three of these stations. Most memorable line of National's jingle has been the refrain "National Shoes ring the bell" — which has become identified 12 JULY 1954 with the retail chain through constant repetition. During the past six years National Shoe announcements have also been heard in Italian, Spanish, German, Czech and Polish. National Shoes' 1953 ad budget is "in the middle six fig- ures." In terms of the various media, here's approximately how this money is bemg spent: 67% for radio, 23% for tv, 10% for newspapers. Since February 1950 National Shoes (through Emil Mogul Co.) has been sponsoring Time for Adventure, WNBT, New York, Sundays 10:00-10:30 a.m. This program, produced by Productions for Television, a Mogul subsidiary, features chil- dren's serial films, like The Lost Jungle, as well as a prize giveaway to members of National's Adventure Club. The Emil Mogul agency keeps close tabs on the efficiency of its radio schedule by conducting regular media tests for the account in the form of write-in discount offers. By comparing the response pulled by one particular announcement either with their computed average expectancy or past performance in that time segment, Mogul agency decides whether to keep a par- ticular time or drop it. ■*•**• What's happened since: National has expanded its radio an- nouncement schedule to 13 New York, New Jersey, Connecticut and Massachusetts markets in addition to its New York City radio schedule. Emil Mogul buys on a 52-week basis in the 13 new markets as well, though schedules are heavier before holi- days. Its tv show, Time for Adventure, continues over WNBT. 49 Now for the first time . . . here are the vital facts on ytime profile It's the first nationwide survey of Daytime TV audiences . . . and it's ready for you now. IF YOU SELL... soaps, soups, cereals, cars, cigarettes, appliances, packaged desserts, home permanents, home repairs or almost any other product ..." YOU'LL FIND DAYTIME TVVIEWERS ARE YOUR BEST CUSTOMERS! Here are the highlights of some of the findings: Two out of every three TV homes are daytime homes. Daytime viewers are younger. Daytime families are larger. More daytime families have children. Daytime families have larger incomes. Daytime families spend more for almost all products. For example, compared to non-daytime viewers, they buy 17 % more laundry soaps and detergents . . . 307o more shampoos . . . 377 more packaged desserts . . . 68% more new automobiles! You just tell us what you want to sell, and we can show you the facts on the best customers for your products and the most effective programs to reach the greatest number of active buyers. Your local NBC representative has the complete story. Call him today. J§0 TELEVISION a service of Radio Corporation of America SI mtifflp if top Chart covcrr halt-hour syndicated film v Past* rank ■■»• •taa* Top 10 ihows in 10 or more markets Period 1-7 Moy 1954 TITLE. SYNOICATOR. PRODUCER. SHOW TYPE Avenge rating 7STATI0N MARKETS 4-STATI0N MARKETS 3-STATI0N It, NY I A Boston Chi. Mo Is. Seattle St L. Wash. Atlanta Bait. Buftal C I I 1 Led Three lives. Ziv (D) 25.9 14.0 8.5 79.8 wnac-tr 77.9 27.3 74.8 - 42.5 9.2 6.5 78.8 54. ( 2 "l« i «bal tv ii.n.tL, 2 2 Favorite Story, Ziv (D) 22.1 72.0 10.9 74.5 9:30pm 25.5 22.8 43.5 77.7 74.0 g 3 7 Badge 714, NBC Film (D) 20. .! 70.2 27.0 kttv 76 3 75.7 wgn-tv 8:00pm 24.8 28.5 kin.- iv - 24.5 76.3 75.3 wbal tv L. i 10:30pm 4 1 Cisco Kirf. Ziv (W) 20.2 7 7.9 72.9 75.8 h :30pm 77 4 «l»kb 5 Mp i 79.5 27.3 i 72 7 wnbw 7 7.3 73.0 38.cE waga-tv wbal-tr uhrti L> : "..j.m : oopiEhi .7 Jlr. District Attorney, Ziv (a) 19.3 8.4 6.9 78 3 72.5 »bkb 79.5 76.5 7.7 wmal-tv 73.8 77.5 6 S City Defective.. MCA, Revue Prod. (D) 19.2 4.0 14.4 upix 20.5 5.4 « bkb S :30pm 23.8 73.0 weeo-tv kine-tv 9:00pm 9.2 8.3 wmartv »t- 11:00pm 6 3 Kit Carson. MCA, Revue Prod. (W) lit. 2 74.5 kabc-tr 7:30pm 75.8 6:00pm 24.0 king tv 31.0 7 7.8 73.3 25.. whr-a trmar-tr ibn i 5:00pm 6:00pm 3 OOp 8 1 Superman, Flamingo, R. Maxwell (K) 18.7 74.0 72.7 knit 73.5 wbkb 9.3 22.8 klnc tv 5:00pm 30.0 72.5 76.8 74.5 39.» wbal-te uben- tax 7 :00pm 7 :00pm 7 :00p< ■ » Lioerace. Guild Films (Mu.) /.'( / 5.2 70.0 kcop 7:30pm 7:30pm 73.5 »Rn-tv 9:30pm 25.3 23.3 klnK-lv 8:30pm 26.3 6.9 9 :30pm 6.5 74.8 4. Ui w.tr-t »b»l-tr vrbuf- ■■ 7:30pm lo 30pm 6 00p ■ 10 8 Foreign Intrigue. JWT, Shel. Reynolds (a) 18.2 77.9 7.5 ivnbt 10:30pm 24.5 20.3 75.3 8:30pm 8:00pm 76.0 10:30pm 76.0 7 » aea - tr 1" WITH Rank Part* rank Top 10 shows in 4 to 9 markets I 1 Craig Kennedy. L. Weiss, A. Weiss (M) 19.2 2.5 khj-tv 7:30pm 2 2 \ icfory at Sea. NBC Film (Doc.) it. n 8.2 knbh 10:30pm Inner Sanctum. NBC Film (D) 17.8 4.0 6.4 kttT 9 :00pm 77.7 unbq 10:00pm 8.8 22.5 wtrn-tv 1 10:00pm 9:0Opm :t i 6 Captured. NBC Film (D) 16.1 4.7 7.9 km 9:30pm • 7.9 upn-tv 7 :30pm 79.0 klnc-tv • 43. .» Heart of the CUy, UTP, Gross-Krasne (D) 16.0 4.9 73.0 « rr. i ■ 6 It /linos 'n' An du. CBS Film (C) 15.0 77.7 79.0 knit 10:30pm S:00pm 78.0 22.0 komotv i 7.8 70.9 7:00pm Cotrboy f»-T»Icn. Flamingo. H. B. Donovan (W) 1 1.5 2.4 w-abr-tv 74 0 30.0 7 7 Joe f'ufoofca .S'lory. Guild Films (A) f /.I 4.5 3.7 72 3 7 7.5 %\r,b*v 7:00pm 27 wbaa 8 «> ft <>«/.(/ tones, United Tv, Roland Reed (A) 12.1 8.2 5.8 wnbt 1 70.0 wbkb 5:30pm 70.8 75.3 weeo-tv klnr-tv 1 2 :30pm ■ u >ly Hero. Official Films, Don Sharpe (D) 10.6 3.5 70.41 1 78 5 king tv 5.0 8:30pm 19 - muilral; (\V) Western- Film? lined ire irndlcated. half hour length, broadcast In (our ur more markets. The average rating Is an unweighted average of individual 1 bove. Blank space Imllralet film n.* broa-lcast 1951 Will* network shows are fairly stable from one month to i they are shown, this Is Uue to much lrsaer extent with do tar tv r.:.- fATION MARKETS liorttn Pttroit Mllw'kee Phlla. S. Fran. *j".5 J9.5 42.3 77.5 22.3 ■ wink tv wtmj-tv wcau-tv kron-tv , 8 30pm 7: I 10:30pm 76.3 ujl.k iv 98 kgo-tv 7:00pm .0 20.3 75.5 76.2 28.5 wwj-ti wcan-tv wcau-tv knix in OOpra 9 30pm 6:30pm 0:00pm 2-STATION MARKETS Birm. Charlotte New O. 30.5 56.8 50.0 u abt v 30i in wbtv wdsu tv 9:0 ii 9:30pm 57.5 49.7 \\lllV ■< 30pm wdsu-tv 9 :30pm 54.0 75.0 uhtv 9 :00pm Wil-ll Iv 11:30pm 77.0 32.8 77.9 25.0 mm iv wimi t\ wrau-tv kron-tv I 30pm 7:00pm 7:00pm 26.3 27.0 \\M\ 10:30pm wdsu iv 5:00pm 0 75.3 37.5 6.9 72.0 ran iv wtmj-tv wptz kron-tv 9 :30pm 10:30pm 7:00pm 7 74.5 3 If ujl>k iv :i :30pm 72.5 \ijl>k l> 74.9 76.5 wptz kron-tv 6:30pm 4:00pm 77.5 26.5 27.2 75.5 »nMv wtmj-tv wcau-tv 5 :30pm I 0»|)m 7:00pm kgo-tv ii :30pm '10 79.5 42.5 70.2 2 7.0 IV -I 111 wjlik-iv wtmj-tv wptz kpix 9 :30pm 7:00pm 11:00pm 9:30pm 73.0 wjbk-tv 8:00pm 70.9 9.3 wcau-tv kgo-tv 10:30pm 10:00pm 25.0 57.5 43.0 wabt s ::n,.m wbti 7 :00pm wdsu ti 7 OOpm 56.7 wbtv 8:30pm 78.5 35.0 wabt i 'in wbtv 5:30pm 79.8 33.8 25.5 wabt :30pm wbtv 5 :30pm wdsu-tv 5:00pm 28.0 wabt 9:00pm 48.3 UllMl IV 9:30pm 28.8 wbrc-tv 8:30pm 49.0 wdsu-tv 9:30pm 73.3 5.8 wcau-tv kgo-tv 6:00pm 10:00pm 55.0 tvdsu tv 8:30pm 40.3 72.4 wtmj-tv wfil-tv 9:30pm 7:00pm 77.3 79.3 wcan-tv kron-tv 7:3Upui 8:30pm 52.3 wdsu-tv 9 :30pm 6.9 vvfil-tV 7:00pm 4.5 76.8 .\u/, tv kron-tv 10:30pm 10:30pm 42.0 wdsu-tv 10:00pm 75.7 kpix 7:30pm 70.3 '0.2 wjbk-tv keo-tv 12:30pm 6:00pm 36.0 7 7.3 wtmj-tv kpix 5:00pm 5:00pm 76.8 22.5 70.0 wvvz-tv wtmj-tv kron-tv 5:30pm 10:30pm 5:00pm 4 lie :1 77.5 kgo-tv 1 10:00pm f„ 'ne 1" minrt when analyzing rating trends from one month to ■/.in is chart -Refers to last month's chart. If blank, show was ill In last chart or was in other than top 10 WMIN-TV gets RESULTS! fVr AAAA WW . . . "From 3373 cases to 766.'! U a terrific in< rease for Squirt in the month of March which is certainK not ideal beverage weather in Minnesota. We must admit that most of this was due to our program on WMIN-TV. Results were almost immediate' Kenneth C. Carlson President Whistle Bottling Company . . . "Record breaking crowds in our 9 stores on tin Monday following our first TV show have to be attributed almost entirely to your station. We cer- tainly appreciate your 'above and beyond the call of duty' cooperation in promoting the first of our regular weekly Red Owl Theaters." "Mike" McMahon Advertising Manager Red Owl . . . "Over 200 people packed the lot the day after our 2nd showing of the Charlie Chan Theatre. Because they were there specifically to see our 10 TV Car Specials we had fast and certain proof of WMIN-TV's effectiveness." Hess Kline President Kline Oldsmobile . . . "The biggest year in our history looms as our sales have more than doubled as a direct result of the Perma-Glass Weather Show on WMIN-TV." Larry Swanson Sales Manager of the A. O. Smith Dept. of the R. R. Howell Co. . . . "Our 150 % May sales increase is due in great part to your Captain ll's sincere way of handling commercials. We want you to know that we appre- ciate the genuine appeal that you are developing among the children for Bosco." S. N. Bearman President S. N. Bearman Brokerage Co. ... "I can say without exaggeration that the cam- paign that we are now using for Dox Toothpaste on your Captain Eleven Series has been the most suc- cessful of anything we have tried on television so far. WMIN-TV will be given an increased share of our coming advertising budget." C. W. Zaum Secretary Dox Company. Inc. jy Mlri Channel 11 MINNEAPOLIS — ST. PAUL, MINN. REPRESENTATIVE BLAIR DRUG STORE TOOL SPONSOR Save Drugstores AGENCY: Mark Schreibei l \pm l l ( VS1 HISTORY The sponsor, a chain of In drug stores, bought a one-minute participation on U ednesdo) nights, in offer of garden hose on 21 tpril ni $2.49 foi 50 feet and of soil soakers for 99c was tele' cast. "The fantastic sales w«m is this." Mark Schreibei said, "hoi an expenditure of $79.50, the stores had \ TV, Denvt PROGR Wl: \- and then renewed again for 13 weeks. \\BT\. Charlotte PROGR WI: Gay Bla GARAGE DOOR OPENED SPONSOR: Wizard Mfg. I o. \«.IM *i I' < VPSl I I < W! HISTORY : /„ the very early morm I 12:45 a.m. I one day recently, the If izard Manufa* Co. advertised its radio-controlled garage door on Ja« sou's Theatre. As a result of the one announcement, of the radio-controlled door openers, or $3,000 worth sales, were made at an expenditure of $150. The coi reported the results from the one announcement on A surpassed their expectations based on previous < k.TT\ . Los Angeles PROCRXM: \nnouncem. SEWING MACHINES RUBBER SHOP SPONSOR: Rodney, be. VGENCY: Direcl CAPSULE CASE HISTORY: After six months on WKOY-TV , the sponsor wrote to the station and said that "our costs (on W()k\ -77 i have been brought down lower than costs of other media. . . . I also have found that my closures are very high . . . For a $500 expenditure we did $10,000 worth of seuing machine business. It has perked up our sales organization. . . . We are very pleased with your station and hope to continue without interruption for years to come . . ." WOKY T\. Milwaukee PROORAM: Announcements VACATION BOOKLET SPONSOR: N. Y. State Dept. of Commerce AGENCY: HRI>o I M'M I I < W HISTORY : The V. Y. State Department ni ( ommerce recently scheduled jour five-minute pro- grams about vacationing in \eu )oik on Tuesdays, 6:40 p.m. following Time \ rea- sonable prices for color Bets. Because of the unique values provided b) color. 56 this medium will be especiallv attrac- tive to those advertisers whose prod- ucts and programs can benefit from its use. IN TV— WATCH FOR COLOR By Sylvester L. Weaver Jr. President, National Broadcasting Co. One predominant trend in tele- vision that an) alert advertiser should watch in the fall is the trend to color. \< tuallv. if the advertiser just watches and does not do anything about it, he won't be verv alert and he'll wind up missing the boat. For color tv is here, ready to go to work for the sponsor inter- ested in protecting and expanding his share of the market. Make no mistake about it, the color television campaign is going to deter- mine the share-of-market of most con- sumer goods in color tv homes — and this trend will start within this coming year. To the company requiring effec- tive advertising to survive, to the compan) whose position demands that it lead the wav or suffer loss of pres- tige, to the company interested in re- capturing a sales leadership that might have slipped out of its hands, to the compan) looking for a wa\ to arouse a new excitemenl throughout its over- all organization — the trend is to color television and the time to start in color is this fall Another significant trend in the fall will be the increased use of day- time t\. \nd with excellent reason. \ i rent nationwide stud\ released b\ the NBC Research Department shows the daytime viewer to be a prime tar- get for an\ advertiser — younger, with larger families, higher income, a big- ger buyer — in short, a better customer. CUMULATION CONCEPT GAINING By Adrian Murphy President, CBS Radii). Neu York Some of the trends that should become increasingly im- portant in the next few months: 1 . More ad- vertiser-, we think, will be- come more keen- ly aware of network radio's unique ability to cumulate big audiences, in many different ways: taking advantage of all the combinations afforded b) da) and night programs, multi-week strips, shared sponsorship and. of course, traditional nighttime showcase programs. 2. More advertisers will recognize that radio is the only way to reach some 16.000.000 non-television fami- lies frequently, dependably and at low co-t. As a corollary, we expect adver- tisers to become increasingly aware of the high degree of duplication that ex- ists between the television and maga- zine (and Sunda) supplement i audi- ences. 3. Evening network time costs to advertisers will be more attractive than ever before, and about 15 to 20 lower than in the year just past. 4. With new radio sets i ontinuing to sell at a faster-than-replaccment rate, homes with two or more sets will become increasingly important. New SPONSOR Nielsen data indicate, for example, that television homes with two radio sets do IV, more radio listening than tv homes with onlj one radio. And a third radio raises this figure to 64%. 5. Finally, a new census of U.S. ra- dio and television sets I sponsored jointly bv the four radio networks and BAB) will give advertisers a much clearer picture of the number and im- portance of multi-set homes. And out of it should come a better understand- ing of radio's role as everyone's per- sonal entertainer and companion, day and night, in and out of the home. TREND TOWARD SPOT By D. H. Denenholz Research and Promotion Manager The Katz Agency, !Sew York There is one trend that is likely to be common to both radio and tv: the trend to- ward SPOT. In spot radio, you can expect an increase in the number and va- riety of "saturation" or multiple-an- nouncement plans. More and more stations are establishing such plans. Another radio trend is the extension of the successful news and music for- mula to nighttime programing. This programing trend coupled with the low-cost multiple-announcement plans will probably lead to increased in- terest in the attractive values that will be available, particularlv at night. In tv, there will be more multiple- station markets, with a consequent in- crease in competition for the adver- tiser's dollar. This, of course, will tend to reduce the clearance problems that have been plaguing many advertisers and also give more availabilities. Color tv development will accelerate. Nineteen-inch color receivers will prob- ably be available; several stations will be equipped to televise locally origi- nated color as well as network. Al- ready WMAR-TV in Baltimore has been televising slide commercials in color and WKY-TV in Oklahoma City is televising locally originated live color programs on a regular basis. Color film pickup equipment is an- other probable development. 1 Please turn to page 263 I ^BENJ is now basic CDS RADIO in Bujffalip in The mighty array of CBS talent plus the longtime top-rated local WBEN programs make WBEN more than ever THE buy in New York State's second market. Call or write any CHRISTAL office New York, Chicago, San Francisco, Boston or Detroit. SOUTHWEST VIRGINIA'S I'lOttee/l, RADIO STATION This is our 31st year of SOUND SELLING to Roanoke and Western Virginia % 26 County Coverage with a WEEKLY audience of 118,560 families — a DAILY audisnce of 92,070 families. £ All week long, day or night, WDBJ'S share of tuned-in Roanoke audience averages 51 to 59°o. Average tune-in: 7 a.m. to 8 p.m. — 24.9rr; 8 p.m. to 11 p.m. — 19.4 % About 25', of Virginia's Retail Sales are made in the WDBJ area. $ An affiliate of the CBS Radio Network for almost 25 years. May we recommend your product to our friends? Sources — A. C. Nielsen Co. and Pulse of Roanoke 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 12 JULY 1954 57 RADIO CORPORATION of AMERICA ENGINEERING PRODUCTS DIVISION CAMDEN. N.J. town's anniversary celebration marked ut \\ itt.it Ga\ '90's characters are operating some "I WKGB, Schenectady's L954 tele< -ii>t iiiii equipment 1 1 i«-~i • da\-. Kea- ion for the costumes and beards is a riftieth anniversary celebration being neld in Scotia, a S< henei tad\ -uhurh. Scotia's mayoi said an) male citizen found without a beard fates a dunking in a wali-rin- tmugh. The ultimatum is taken seriousl) b) these crew mem- bers of the General Electric station i Im'Ium I . * * * WRGB cameramen living in Schenectady suburb had to wear beards — or face watery dunking H'fS'ff •!*«<• !»««/«* ojn-ninu' lor Indianapolis merchants who plan to open a new -tore are getting in the habit of calli ig V\ I-,!. I h ■ sta- tion offers a "package opening deal whicb it says pud- hundreds "I cus- tomers to the store- opening. The WISH "package opening on-the-scene program m.c.'d l»\ Reid stores druws customers Chapman, a \\ ISH di-k jockey. Chap- man, between recordings and plugs for the new store, conducts a scavenger hunt. Listeners are told that if the) bring certain items to the new store, the) will n< ri\ e .1 free -ill. The gim- mick draws people to the opening, converting mam into customers foi Reid Chapman, WISH m.c, conducts scavenger hunt al st 60 nmg, jraws crowds tin- new business as a result. One of Chapman's recent openings was lot a gasoline Btation. I In* owner said that more than half of the coming to colled theii scavenger hunt prizes had their tank- filled up. W ISH says thai Chapman manages to give awaj prizes at the rate of hetter than one a minute for periods of over three hours. Chapman'- -< aM-nuer hunt i- a copy- righted idea of his. The scavenger items usuall) are things easil) located. Prizes are bought bj the Btation from a prize concern, resold to the new re- tailer. So successful are the openings, reports \\ [SH, that police often ha\e to untangle the resulting trafln jams. • • • Detroit Ratlio-Tv Council polls viewers on tv nds Edward L. Bernays has been publi- cizing a Burve) he has made among senior class presidents of college- on their attitude- toward t\ commercials. According to Bernays, the respondents all di-like t\ advertising. Now the Detroit Radio & Television Council, using interviewers from Mich- igan State College and Wayne Univer- sity, i- conducting it- own Burvej of what people think about television ad- vertising. Somewhat wider in -cope than Bernays' effort, the Detroit -ur- \e\ will cover a scientifically selected sample of 7HH householders in Detroit ami Lansing. \ 22-question question- naire covers subjects ranging from people's activities when commercials appear on t\ screens to viewers' re- call of advertisers' programs. Detroit Radio \ Tv Council I're-i- dent \\ i 1 fit-Id L. lloltlen. radio-televi- -ion supervisor for I. Walter Thomp- son To. i Detroit I . -aitl the -ur\ i designed to do a thorough joh on tele- vision commercials and theii eff< "To the council's knowledge, no one has tested the effect of hard goods tv advertising," Eiolden told sponsor. "This stud) delves into that. \ml there an man) other facets to it. too. instance, we have been dismayed at the acceptance given various 'polls purporting to -how that nobod) pays anj attention to commercials, or that the) feel them childish, filled with un- truth-, or downright stupid. Inasmuch as we doubt the validit) of these much- publicized opinion-, the Council tie- . ided to do a thorough penetrating job SPONSOR using recognized research techniques." Survey Director David F. Miller. JWT research associate, summarized the findings of an advance tabulation of the first 100 returns. They are: 1. Three out of four respondents could cite specific examples by sponsor name of "clever" tv commercials. 2. More than half could name spe- cific commercials they felt were edu- cational, interesting or entertaining. 3. Generally, people who totally One of 700 householders being interviewed condemn tv advertising are few and far between. 4. Over half said most tv advertis- ing is too repetitious. Some felt com- mercials are too long, break programs' continuity. Major findings of the study will be published by SPONSOR this summer. Holden said that copies of the full re- port can be obtained by writing to the Council. 2130 Buhl Bldg., Detroit 26. There will be a $1 charge, he said, to offset tabulation and printing costs. • • • Syndlcatetl •slittr show9 running in 26 markets Brent Gunts is proving that even on tv, you don't necessarily have to have animation. Gunts, who is president of Brent Gunts Productions in Baltimore, told sponsor 26 tv stations are run- ning his Shadow Stumpers program. He says it is probably the only syndi- cated slide show in the country. The program, Gunts explains, is a game of guessing silhouette shadows of everyday, familiar objects. "The viewers see a shadow of an object on their screens," says Gunts, "and then guess what they think it is. Then a photograph of the object is shown. Many of the shadows look like one [Please turn to page 154 I 12 JULY 1954 10VALT Hzul.,ys$! ? The plurality of listeners goes with WBNS — the sta- tion with greater tune-in than all other local stations combined ! As a candidate for your advertising dollar. WBNS presents a perfect platform with the 20 top- rated programs. CBS for CENTRAL OHIO IVillUr BlA,R I iroaio radio COLUMBUS, OHIO 61 WHICH DO YOU LIKE? We're Got 'em Alii CBS NBC ABC DUMONT Yes, for over a year, WAFB-TV has furnished the only TV programing to the rich BATON ROUGE TRADE AREA. This rich petro-chemical market responds to your sales messages over WAFB-TV because the viewers are among the highest paid workers in the country, with ample free time to spend their money as you tell them to! To cover almost a half million potential customers, buy the only TV station in the capital of Louisiana . . . WAFB-TV Channel 28 Baton Rouge, La. TOM E. GIBBENS Vice President & General Manager. Represented nationally by ADAM J. YOUNG. Ji. (Continued from page 2*1 1 determined b\ the depth of the phoniness and the breadth of the tv exposure given the offending campaign. Recently I clipped an advertisemenl from a leading maga- zine (I read them in barber shops since there are no ft seta there), half of which was devoted to a gentleman who had just "-witched", the copy claimed, to a competitor's product Having just finished devoting four year- to a product with which I am connected, I learned bv reading further that our man had discovered what true enjoyment was as a result of which he had rectified the error of his ways. Unles> we assume the entire public to be composed of utter idiots and completely unaware that pecuniary considerations are involved, this brand of switching and disloyalty must do a disservice to all advertising. Who is to blame? Well, all of u>. I guess. Our contract should have prohibited this tenuous relation. The new product should have enough decency as well as common sense not to attempt the transition. And. above all. the (so-called) talent should have enough integrity not to accept the new- money. This is one of those facets of bad taste which is also a facet of bad advertising. That such practices arc -ri-t for the noisy mills of the self-appointed critic- of advertising isn't important at all. At least in my opinion, it isn't What count- most is that we weaken every testimonial campaign by doing poor ones. And furthermore we spend dollars foolishly so thai they will reap nothing which hurt- all of us because it breeds doubting Thomases among those who have mi— pent the money. In a business so small as our-. that i- in one with so few people engaged in it (in contrast to manufacturing, publishing, etc.) we are bound to run into these folks who were once hurt as we go along in our business career-. When this happens, the right thing i- a lot harder to sell, for the lolk- who were burnt are a lot more -keptical about advertising than thej ordinarily would b< should be. *** Letters to Bob Foreman itre weteomed Do you always agree with the opinions Bob Foreman ex- presses in "Agency Ad Libs"? Bob and the editors of spon- SOR would be happy to receive and print comments from readers. Address Bob Foreman, e o sponsor. 40 E. 49 St. 62 SPONSOR T. I story board A column sponsored by one of the leading film producers in television SARRA NEW YORK: 200 EAST 56TH STREET CHICAGO: 16 EAST ONTARIO STREET Designed to pack hard sell between rounds, Sarra's new series ol 50 si cond I V spots for Pabst Blue Ribbon Bonis, provides the answer to the catch) query, "What'D You Have?" Through clever cartoon presentation, inanimate objects assumi di lightful personalities, chanting the now famous theme, "Finest Beer Served \ir where!" The series delivers an effortless sales TKO with the double-O - in "Smoother-Smoother Flavor" enlarging into coyly winking eyes that resolve magically into an inviting glass of beer. Produced by Sarra, Inc. for Pabsl Sales Co. through Warwick & Legler, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Right down to the sizzling sound ol frying sausage, Sarra's series of 60 and 20 second TV spots are outstanding examples of package promotion and television artisitv. Live action shots of the product in use and outstanding package display are clev< il\ framed within the product's trade-mark seal. Effective, portrait-like food sequences are engagingly presented through the simple device of a little boy obviously en- joying the product. Skillful visual selling produced by Sarra, Inc. for Swift &: Company through J. Walter Thompson Co. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street From a shower of shooting stars, Helene Curtis "Lanolin Discovery" dramatically emerges in Sarra's new series of 60 second TV Spots. Woman's eternal quest for beauty is subtly presented by live action shots featuring the product that brings the "breath of life for lifeless-looking hair!" Animation lends ease to a brief test-tube demonstration of product content. An exciting series produced by Sarra, Inc. in collaboration with Earle Ludgin 8: Co. for Helene Curtis Industries, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Sarra deftly combines the powerful appeal of ingenious animation with a hard- driving sales message, in a series of 60 and 20 second TV spots for "Vornado" Cooling Appliances. To the cadence of a tricky calypso background, the advantages of Vornado exclusive Vortex circulation are enumerated, as the viewer sees the Vornado Air Conditioner in attractive home surroundings, circulating "cooled air in every corner of the room." Created and produced by Sarra, Inc. through Lago & Whitehead. Inc. for the O. A. Sutton Corp. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street 12 JULY 1954 63 Date in Hollywood" with Eddie Fisher Gloria DeHaven Hugo Winter halter '/< hour 3 times weekly before you button-u Investigate thi: ADVERTISED OVER i RCA During the past 12 moni "PENTHOUSE PARTY" Starring NELSON EDDY as host with Gale Sherwood and a star-studded guest list THf fREDDY MARTIN SHOW V* hour 3 times weekly THf WAYNE KING SERUM % hour 1 time per '^ iaaio plans for r [SPONSORED ig Name Shows "Roth and Orch. F -fs weekly 1 time P<* Thesaurus Delivers to Subscribing Stations! • 5000 selections • Monthly releases of 52 or more new selections • 1800 singing commercial jingles • Weekly scripts for 31 program series • Production aids • Sound Effects TMf SAMMY KAYt SHOW V* hour 3 times weekly Again and again Sponsors, Stationsand Ad Agencies have given us the verdict. Not 1,000 times . . . not 10,000 times . . . but over 124,800 times during the past 12 months, RCA THESAURUS Shows have heen sponsored by advertisers on subscribing sta- tions across the country. Why this overwhelming success? Be- cause RCA THESAURUS Big Name Shows don't merely build audiences, they also sell products and services! If you are an Ad Manager, Station Manager, Account Execu- tive or Media Manager, before you make any radio plans for t tit FALL, consider these money-making RCA THESAURUS FACTS! RCA Thesaurus Shows get high ratings. Examples: WPAR, Parkersburg,W.Va. received 16.2% of avail- able listeners in Parkersburg with THESAURUS. (Cordon) KRLD, Dallas, Texas received 28% of available listeners in Dallas with THESAURUS. (Pulse) The Big Names mentioned here are only some of the headliner's starring in RCA Thesaurus Shows! Scripts . . . programing . . . tie-in merchandising aids are all part of the Thesaurus Package. Hear an audition disc today and judge for yourself! RADIO STATIONS! SELL ANY OF THESE THESAURUS SHOWS AND YOUR LIBRARY PAYS IT'S OWN WAY! Concert Hall Of The Air Men Behind The Melod) Norman Cloutier And His Memorable Music Sons Of The Pioneers The Tex Benekc Show Music Of Manhattan Church In The Wildwood Fran Warren Sings \ Festival Of Waltzes \ incent Lopez Artie Shaw Here's June Christy And Many-Man\ More! Complete with sponsor-selling brochure audience-building promotion kit. sales-clinching audition disc. Write, wire, phone today: Dept. No. S-7 eeorded piograni services RADIO CORPORATION OF AMERICA 430 fifth Avenue, New York 20, M. Y.-JUdson 2-5011 445 N. Loke Shore Drive, Chicago 11, III. — WHiteholl 4-3530 ! R RCA VICTOR RECORD DIVISION 1016 N. Sycamore Ave., Hollywood 38, Cd.-HC 1907 McKinr.e. Ave., Dolloj 1, Tex-llverside 1371 522 forsyth 8ldg., Atlanta 3, Gc -lAmor 7/03 YOU TOO CONQUISTADOR . "conquering" Spanish sales in forty five counties of Texas with a population of over 690,000 Spanish speaking consumers We have over forty other "conquistadors" daily on /.' i. ' orti :, President SAN ANTONIO, TEXAS - nli \ side all the wax down the line. "Here are some of the 3-D films we've shut in tests for our client-. Lomas told SPONSOR. "As for color alone, we've been testing it for all our clients for oxer a vear. using various kind- of film stock and different techniques." Some 60^i of Win. Esty Co."- estimated (45 million over-all hillings in 1953 were in air media. "We've learned a lot from doing our own color film and 3-D experiments," Lomas continued. "Bui there arc innumerable unusual effects that can be gotten with the more prosaic black-and-white film if there'- creative thinking in the agency. "The best safeguard against wasting a client - mone) and against production delays and troubles, is careful pre-planning of a film. Lomas encourages his writers to use both tape recorders and an an i matic projector on storyboard drawings i machine giving draw ings illusion of motion i. This is to net a- realistic a feel of the final effect of a commercial before a single fool of film i- shot and wasted. Vmong Lomas' current problems: the policing and bookkeeping involved in the use of t\ film commercials, due to the s\(. contract which provides for re-use payments to actors, Lomas now employs one person full-time to keep track of these film commercials, expects in need two people bj fall (see Spot t\. page 73). His current project at bis Pound Ridge, Y i .. home: to -boot a semi-documentary film about the history of his house (built in Massachusetts in 1670 and then transported to New York), starring his foui sons, of course. * * * 66 SPONSOR -TARGET TELEVISIO KUDNER AGENCY, INC. NEW YORK DETROIT WASHINGTON SAN FRANCISCO 12 JULY 1954 67 SELLS MERCHANDISE IN ARIZONA Tapping a $20,000,000 market! That's why, month after month and year after year, these shrewd Yanqui advert isers KEEP RIGHT ON advertis- ing over this 5-year- old Spanish-language station: Borden's Evaporated Milk Pet Milk A-l Beer Folger's Coffee Lucky Lager Beer Goebbel Beer Pacific Greyhound Coastal Valley Canning Fab La Pina Flour 85,000 Spanish-speaking people Leesten . . . and they BUY! Why not tell them YOUR sales-story? Talk is cheap, but results are BEEG on Central Arizona's ONLY full-tim< Spanish language stationl ASK THOSE YANQUIS ABOUT KIFN! NATIONAL TIME HARLAN G OAKES SALES AND ASSOCIATES 17 E. 42nd St 672 Lafayette New York, Park Place New York Los Angeles, Calif. KIFH 860 Kilocycles • 1000 Watts REACHING PHOENIX AND ALL OF CENTRAL ARIZONA Jack Cunningham, president of Cunningham <£- Walsh, blasted heavy industry tor its lurk of consumer advertising in a speech to 700 admen assembled in Boston for the ">(lf/i annual convention of the Advertisers' Federation of America on 21 June. Sniil In-. "They're big enough to be on the biggest stock market, but not big enough to advertise. We must convince them that they should spend at least \' ', a year in advertising. . ." Cun- ningham feels heavy industry has ignored mass media like radio and tv too long. Gordon fiirni/. general manager of WOR and WOR-Tt . Neu York, struck a blow at high oper- ating costs when the WOR and WOR-TV division of General Teleradio won a permanent injunction against Local 802 of the iFM in Supreme Court late last month. "We had 10 musicians and two librarians on staff," Gray told SPONSOR. "In 1953 they cost us $407,000. At the expiration of our AFM contract we told Loral 802 that we wanted to use live music as we needed it. not on a quota basis." 28 February union struct lor "Hie musir on all live shotcs." Court ruling gives WOR damages. Coin ma ti (I <>r Edward Whitehead, presi- dent of Schweppes, has finally burst into air media, complete with British accent. The beard of the "man from Schweppes" 15 not yet visible to tv tans, but radio listeners in 20 markets can now hear the Commander introduce himself and sell his product while ire is heard dropping into a glass with a splash. There's a pause while the Commander presumably partakes of the drink, followed In his expression of appreciation. These 20- and 60- second spots follou HOBATs prim themes. Kenneth C. fiifford. president and chairman ot the board of Schick, recently announced that his firm will remain in the 8:00-9:00 p.m. Saturday slot throughout the summer with Sup- Show, over Km CBS 7 1 stations. This musical variety show. featuring Tommy and Jimmy Dorsey, will be shared by all three Jackie Gleason sponsors: Schick, Sestle and Schaeffer. Talent cost of the show per week 0T is $10,000 gross, or less than halt the $23,000 weekly tab on the Gleason show. Pro- L-rum is stheduled to run 3 July till fall. 68 SPONSOR She Butters Up A Large Slice Of The Midwest Right next door to housewives in 11 states, Wynn Speece has been "Your Neighbor Lady" on WNAX-570 for 13 years. The 5 states — Minnesota, the Dakotas, Nebraska and Iowa — in Big Aggie Land aren't enough for Wynn. Mail comes in from 11 — plus Canada; in 10 years she has received 1U million cards and letters. Her mail may contain anything from Ma's favorite recipe to a family problem. Wynn reads select items on the air and asks for listener comment. Result: more mail. Participating in this manner, housewives feel that they belong to the program, call themselves "Neighbor Ladies," listen each weekday, 3:30-4:00 p.m. And respond. Over 5.000 loyal listeners from four states came to watch the Neighbor Lady demonstrate at a Cook- ing School in June. Thirty-five thousand orders for "Your Neighbor Lady" booklets at 25c a copy were received. Three times a week Wynn offered SI. 79 food mixers, in seven months pulled 4,357 requests by mail order alone. Total sales exceeded S7.790. Do you have something to sell to house- wives? Let Wynn tell her "Neighbor Ladies." Old friend and confidant to thousands, she will tell them about your product in her own words. Ask the Katz Agency for full details. WNAX-570 Yanktoi-Sioux City CBS Represented by The Katz Agency WNAX-570. a Cowles Station, is under the same manage- ment as KVTV-Channel 9. Sioux City, the tv station reaching 32 tarm-rich counties in Iowa, Nebr. and S. Dak with 632.000 population and S746 million in '53 retail sales. 0 ^tw2 for information call... ^i2* BOSTON Liberty 2-7382-3 \ / HOUSTON LYnchburg 4191 LOS ANGELES MUtual 1181 MONTREAL GLenview 6121 CLEVELAND CHerry 1-3490 LOUISVILLE WAbash 4317 PORTLAND ATwater 4305 BUENOS AIRES Buenos Aires 31-9501 ^2* NEW YORK JUdson 6-3400 DETROIT WOodward 2-9792 CHICAGO WEbster 9-3701 HOLLYWOOD Hollywood 4-8268 RIO DE JANEIRO Rio de Janeiro 42-4050 M DALLAS PRospect 5898 SAN FRANCISCO DOuglas 2-5560 TORONTO WAInut 2-2133 SAO PAULO Sao Paulo 6-6308 SAN JUAN San Juan 2-5379 2-1097 MEXICO CITY Mexico City 10-26-81 CARACAS Caracas 53-638 59-875 ^H* HAVANA Havana F-6655 anew \ A fifjet w- ike. IteaAt off OraitwwA Our model is not a pro- fessional . . . She's a typical Northwest Oklahoma Junior Livestock Queen ! ABC 30% of Oklahoma's total population 38% of Oklahoma's total income buying power! Over 100,000 Television sets! KGEO-TVhu M SERVING THIS NEW, RICH MARKET • ••WITH 100,000 WATTS ON CHANNEL Owned and operated by Streets Electronics, Inc. P. R. Banta, Pres. • George Streets, Mgr. Represented Nationally by JOHN E. PEARSON CO. 12 SPONSOR SPECIAL FALL FACTS REPORT ■ WITH NIGHTTIME JAMMED, DAYTIME TV PACE IS QUICKENING Here are some of the important questions you will find answered in the pages of this report ||B What's the timebuyer's outlooh in fall spot tv slots? P<*0<* ~ ' l|. How soon will the industry eount tv sets regularly? P<*9<* 7U ||. is the line being held in spot tv rate increases? P««7<* •• l|. To what extent will color be available for spot tv? P«ul arc not expected to be unsold b\ thl end of summer. 2. Afternoons: With many a housdj wife Inning adjusted her daily routinl to afford a "t\ matinee" (a fact thfrl emerged recentl) in Cunningham I Walsh's Videotown studies', afternoon l\ is arousing real interest anion! advertisers. 74 SPONS0 A checkup among leading tv reps showed a sizable advertiser trend to- ward afternoon tv. Purchases centered mostly on slots next to afternoon network programing and in afternoon feature film programs. Among recent additions to after- noon spot tv advertisers: P&G, Maxwell House, Savarin, Rival Dog Food, Tv Time Pop Corn. Wrig- ley's, Conti Castile, Lipton Tea, Peter Paul, Kent, Parliament, Coca-Cola, and Fritos. Majority of these adver- t tisers buy one-minute announcement I slots. An increasingly popular tv buy is the I.D. (10-second) announcement. 'Consensus of reps: Afternoon slots. by fall, will become fairly tight in the largest tv markets. By next year, the I best-rated afternoon slots will be tight [everywhere. 3. Nighttime: The prime evening hours, usually 7:30 p.m. to 10:30 p.m., tare still the most desired by spot buy- ers. Typical comment, from Ted Bates' Frank McCann: "\ou get the broadest possible mixed adult audience when you buy next to a top network tv show. Not only is the audience composition per- fect for a mass product, but the size makes Class A time a good buy despite its high cost. Also, we believe the viewing audience during this period is in the most favorable state of mind for receiving a commercial message." In these hours of peak tv viewing, good spot slots are scarce, and the best ones are allocated through waiting lists. The situation eases somewhat in the very late nighttime hours and in the secondary tv markets. Q. What, exactly, are an adver- tiser's chances today of picking up nighttime spot tv availabilities? A. In the largest tv markets, turn- over among nighttime tv spot clients is very, very low. According to the consensus of reps surveyed In spon- sor, it is never more than 10% in the large markets and often drops to the 1 ' < mark. One New York network flagship, for example, had no night- time spot openings at all between October 1953 and March 1954. and what few there have been since I they averaged out to 0.0' '< of the po- tential availabilities) were quickly dis- posed of through a priority system. In the newer (post-freeze vhf and uhf i markets, the situation is relative- l\ open but is b) no means Free and easj . Jack Peterson of the • leorge P. Hollingber) rep firm estimated that in the smaller markets, and mi the less- importanl outlets in major markets, the nighttimi spol turnover is "seldom more than 30 to 10' i ." W ith nighttime t\ so valuable, there's been a growing tug-of-wai late- l\ between networks and stations for late-night (usualK. L0:30 p.m. to I I :(M) p.m. or later) time. In the pasl year or so, this has become the favor- ite slot to put spot-placed syndicated film. But the two largest t\ web*. (IBS TV and NBC TV, have made fall plan- to air network shows in this time, o< casionally surrendering the network's option on some afternoon lime in or- der to make a trade with a station. Already, some multi-market spot film advertisers— including Ballantine ( For- eign Intrigue), Revlon i Mr. \ stations with netwoi k-. i "Midnight movie" shows are gain- ing in popularity with audiences and advertisers, and Pulse ratings of LO and .").<) land higher) are fairl\ com- mon. \nto-. cigarettes, drug products, furniture dealers and movie theatres have bought extensively. In the top market-, the midnight-hour film bIiows are nearly always filled commercially. Hut participation advertisers at this hour have lateK been operating on short-term cycles of six to eight weeks. NEW "TV Capitol of the Midwest* " (*.V<> idle boast — reail copy below for proof positive) TELECASTING ON CHANNEL 5 BISMARCK, NO. DAK. Te/ecosfing from atop the Slate Capitol building, KFYR-TV delivers unrivalled coverage in the wealthy. Midwest farm bell — and throughout the heart of the oil-rich Williston Basin. KFYR-TV guarantees a ready-made, responsive buying audience, built up Ihrough years of top-flight radio programming. NBC D U M O N T • 0000 J 0000 pODofttiOOO ■ p nn o Prt oDDD A U f p a 0 n nijDQ D D 0 D 0 0 D 0 0 D D 0 pc 0000 i o : 3 d [ID 0 0 onnn aaoo QDDQ DDDQp unoo ODDD dDDi DODO QDOO QQGC noo CrJt 0 Q n D DOOO QDOO n n q a nooo DQDQ ODDD noon QDQD DtltJd QDDQ DODO 3000 00 DC On 01) □ana DDOQ CDOQ OllQQ QDDt DOQi KFYRt CHANNEL BISMARCK, NO. DAK. -IV Ktr»[SlNriD NAtlONAllt BY JOHN BLAH \ "watch-and-wait" attitude on the part of timebuyers will nearly always produce a number of well-rated late- night movie participations. Tv set <-oiiim Q Will advertisers be able to get some new facts on tv, especial- ly a tv set count, in a reasonably short time? A. ^ es. from two Bources: 1. Prom a new entit\. tentatively called Tv Audit Circulation, being sponsored 1>\ the \ \RTB to count t\ sets count) 1>\ count) and measure station circulation periodically. 2. From another new organization, jirohahl) to he called the Television Kdvertising Bureau, which will pr<>- mote the use of tv among ad\er! and agencies. This too will be a sep- arate, independent organization. I It ia the result of a merger between the I \ \B started bv a committee of broad- casters and the NARTB's planned tv promotion arm. I In effect, the TAG will be a search group, the TvAB promotion. Q. just how will the circulation study work? A. The VN.RTB has already let con> tracts for the Alfred Politz Research firm to do the pre-testing on methodol- ogy. Later the pilot studv for the (*-• riodic census and circulation sur\e\ will be made. Politz will do the methodological test this summer and turn the result! over to Franklin Cawl. the \ARTB consultant on the project. Three meth- ods— mechanical meter, interview and phone — and possibl) a fourth, diar\. will be tested in two or three cities see how accurate each is. Once the method is determined, a pilot «tud\ to measure the circulation of ea< I tion in some particular alread) pul up $34,000 for the pre- ing. Richard M. \llerton is man of the \ \IM "B Research Dept.. which has been working on the project fori two \ eai s. 76 SPONSOR £^ xraps in Wr MOMI OFFICE— 500 !0W»BD LAMB BLDG .. IOU0O. OHIO JULY 1954 COVERAGE Northwestern Pennsylvania plus— the bonus ol Northeastern Ohio . . . Northwestern New York and Canada. VIEWERS 218,500 sets in rri-State Market . . . 99.34^ set saturation . . . 85% evening sets in use . . . 70« , afternoon sets in use . . . f><)< ( morning sets in use. RESULTS 1st place Colgate Comedy flour Contest ... 1st plate — Block Drug-Ammident Promotion ... 1st Audienci Promotion, Billboard. . . 1st Merchandising Promotion. Billboard. SALES Scores of Success Storus . . . Saturation plus Pro- motion secures sales. MERCHANDISING Promotion affiliation on WIKK-AM and the ERIK DISPATCH . . . Point of SALE DISI'I VYS . . . Winner ol the U'cstin^house Ward for promotion on football games. Ask the EDWARD PETRY man for facts today WHOO — Orlando, Florida WTOD — Toledo, Ohio Forjoe Forjoe WIKK-AM — Erie, Pa. The Erie Dispatch — Erie, Pa. _-, H.-R. Co. Reynolds-Fitzgerald ^4twtp^e4 inc. . WASHINGTON OFFICI . . 1177 NATIONAL KISS HOO 77 Q. Why did it take so long? A. Circulation measurement i- com- plicated, bIow .iml expensive The old Broadcast Measurement Bureau went iiiulci because both broadcasters and advertisers failed to Bupport it. The \. C. Nielsen Co. and the Standard \udit \ Measurement Service ran cir- culation >ur\e\- in spring 1952, the In -i li\ interview and the second )>\ mail. Since then Nielsen, sponsored by I BS, has updated set (inure- as of last fall. The industry today therefore is using outdated or projected figures, all admittedl) far from accurate, on both circulation and county Bel esti- mates. To avoid the mistakes of the past, the N \UTB wants a scientific ap- praisal made of each method of mea- suring audiences and then will seek the support of the entire broadcasting and advertising industry before it pro- ceeds with the regular Burvey. B\ put- ting the circulation audit on a firm, unassailable basis, the NARTB hopes to make it as acceptable as the Audit Bureau ol Circulations of the news- paper industi 5 . SELLING WESTERN MONTANA on the niR MISSOULA, MONTANA KGVO-tv Technica DATA • General Electric Transmitter 3,920 ft. above average terrain 60,000 VIDEO 30,000 AUDIO • 2-16 mm. PROJECTORS • 2 AUTOMATIC 2x2 2 STATION CAMERAS 60,000 watts KGVO-TV is the ONLY station covering Missoula's trade area of 9 western Montana counties . . . and what counties! Read on . . . last year, retail sales topped S 1 13. 900,000.00. 45% live in town: 20<~r in non-farm homes: 35% on farms and enjoy more cash income than farmers in 41 other states. Site of State University and center of a vast resort area. Our TV retailers sa\ . "3,000 sets in town and 10.000 in the area.'' Remember, you'll have a minimum of f> persons at each set 'cause TV is NEW, in this region. 100 microvolt area has 100 mile radius with another 50 mile secondary. Gel in on this rich market while you enjoy a BONUS \ i« u . ing audience yet pay only regular rates. You'll stay in. WIRE TODAY for brochure and rates or contact GILL-PERNA, reps. TvAB Q. How will the Television Ad- vertising Bureau be set up? A. Probablj like tin- Broadcast Ad- vertising Bureau i for radio), but de- tail- will undergo preliminary discus- sion in Washington 22 July when the all-industry committee appointed to handle the problem meets. The or- ganization will promote network as well as spot and local tv. The committee grew out of a meet- ing between the N \BTB and the "old" TvAB in Washington 30 June. It con- sists of 10 men. For the TvAB are Richard \. Moore, KTTV, Los An- geles, who was chairman of the bu- reau formed in Chicago in May; Roger W. dipp, WFIL-TV, Philadel- phia; Lawrence H. I Bud I Roger-. WSAZ-TV, Huntington. \V. Ya.: II. \\ Slavick, WMCT (TV), Memphis, and George B. Storer Jr.. Storer Broadcast- ing Co., Miami. For the NARTB are Clair R. McCollough, WGAL-TV, Lan- caster. Pa., and new chairman of the NARTB's Television Board: Kenneth Carter, \\ A \M (TV), Baltimore; Campbell Vrnoux, WTAR-TV, Nor- folk. \ice chairman of the NARTB Tv Board, W. D. (Dub) Rogers Jr.. \\ Dl B-TY. Lubbock, Tex., and Merle S. Jones, CBS TV v. p. in charge of CBS-owned stations and general services. The committee w ill meet in late Jul) to complete the organization of the bureau, and the new TvAB should be underway 1>\ fall. Q. What happens to the "old" TvAB? A. It never got into operation, sa there won't he am trouble in incor- porating it into the new merged T\ \B. The "old one was horn in New ''l ork 22 April with Richard P. Doherty, ex-JN \1M'B v. p.. as consultant when 2"> t\ stations decided il was time a pro- motion arm for tv was established. It was formally launched in Chicago at the \ \l! I'll Convention in Ma\ . In June just as efforts were being made t<» < omplete the I \ VB's organization, the N \1» IB announced plans to push its own. Result: Overnight the two groups got together and agreed to merge. Reason: Xobod\ really wanted to see a i\ bureau set up without the net- works (biggest single contributors to the BAB). The old T\ \B was open 78 SPONSOR T WO I -TV' CHANNEL 5 AMES, IOWA IOWA STATE COLLEGE CBS-DuMONT- ABC TO: Stations, Agencies, Representatives (Please circulate) RE: Television in Central Iowa •^ffi^z WOI-TV, the primary affiliate in Central Iowa of CES, ABC and DuMont reaches 2^0,000 television hones within a 100- mile radius of Ames. Owned and operated by Iowa State College, WOI-TV has been Des Moines' and Central Iowa's dominant TV ser- vice since February, 1950. V )a*k* Fifty-one prosperous Central Iowa counties are within the WOI-TV coverage area. Population figures show ^18,380 v^S^jBJSB. households; one-fourth of these are rural households.^— f^y^U^ The goal of the Iowa State College station is to provide total television service to its nearly 750,000 Iowa viewers. Its 17-hour television day is filled with the top-rated network programs plus 24 hours per week of award-winning local produc- tions. p"H In addition to its 100-raember professional radio and television staff, Iowa State College provides a television laboratory designed to train personnel fully-qualified to take their places in the television industry. And programs on kine- scope produced by WOI-TV are now aired on other television sta- tions coast to coast. For more details on the WOI-TVf success story, Weed Television. contact WO l-TV tint in Centrallowa cy**^. 79 to the networks' owned-and-operated stations, bul the) were reluctant I" join. I oo man) people in the industi 5 it-li nothing 1 ould be worse than to have two i\ 1 * 1 • • r r 1 < >t i « >i 1 bureaus issuing conflicting facts and figures. The in- fluence ol \ UM'li President Harold E. Fellows, Dul) Rogers and Dick Moore prevailed, and the groups merged. Q. What will the TvAB offer ad- vertisers? A. Probabl) much of what the old I \ \H prospectus > ailed lor: 1 1 1 Film directory, < 2 \ improved sales met hod-. 1 3 1 statistical bureau. 1 h spot tv index, (5) spot t\ estimator, 16) gen- et al research. The old bureau promised to "educate agency and advertising ex- ecutives in the use of tv" and to "explore spe< :ific advertisers' prob- lems" in video. The new one should do the same. Q. What do admen want from a TvAB? A. Sponsor explored this problem in detail in the 14 June 1954 issue. ( See "What admen want from the I \ \I5." 1 Here's a summar) of the points tm >-i often mentioned in spon- sor's -III \e\ : • \ <|ui< k ua\ to estimate Bpot tv 1 osts. •Standardization of t\ rate cards. • Dollar figures on expenditures b) Bpol clients. ■Impact studies on program vs. announcements. • Vudience data b\ se\. a«;e. socio- economic status. •Effectiveness of spot t\ and other media compared. 1 I hi SPONSOR'S initial -tor\ on a l\ \H. which helped stimulate creation of a promotion bureau for the indus- try, see "Should there be a \\ BAB?" 30 November 1953.1 Business outlook Q. How's spot tv doing? A. It's up 25', in 1953 over the year before. The figures (see l\ Basics) based on FCC figures show spot tv time sales grew from $7.7 million in 1949 to S25 million in 1950, $59.7 million in 1951, $80 million in 1052 and $100 million in 1953. Itntc* outlook Q. Can sponsors expect more spot tv rate increases this fall? A. Situation shapes up in tbi> fa-h- ion : 1. Old stations in old markets'. Sime rates are directly related to set < in ulation. the rate outlook for estab- lished t\ stations primarily the pre- fiee/e \lil outlet- in the larger mar- kets— is expected to be -table tin- fall in Class \ periods, most rep- predict. Some upward adjustment of rat< - perhaps a 5 to l0*/i hike ma) • about in afternoon slots and in tin- local time immediatel) following the 1 lose of network telecasting, but onlj where increased audience size justifies a rate increase or an upward reclassi- fication of a time period. 2. \eu stations in old markets: In the case of uhf or \hf outlet- which have entered an existing \hf market. some rate increase; — up to 20', or more — are anticipated. I hf stations which will seek such upward adju-t- ments of time costs, of course, will be those with the highest "conversion rates." New vhf outlets in old mar- kets seeking increases will do so on TH E REAL POWER I N Behind the marble curtain of official Washington is a city few people kno*. But smart advertisers should. Because an awful lot of the nation's capital is right here in the nation's capitol. Buying power has no politics. In Washington, family income is the second highest in the U. S. with an average of S7. 259.00! Washington is hig. Its America's 10th largest city with 1.655.600 people. It's . . . with 330.300 privately employed and 294.500 in government set And it spent a healthy 52.027.037.000 last year in retail sales - which is a lot of money even in Washington. And if you'd care for the returns from the outlying districts . . Arlington County. Va. and Montgomery County, \K1. just outside the Washington metropolitan area are the two highest family income counties in the country WASHINGTON To tap this tremendous buying power, it's good busini »> '■ use the most powerful advertising medium in Washington. The only television station in Washington operating on maximum authorized p< WN BW 4 N R P 'S VV ^HINGTON |_T V Rt pit si nti d by \ HC Spot Sales 80 SPONSOR It's as simple as this: Highest Tower plus Maximum Power equal Channel 5 To a television station already great by any normal standards add — Chicago's Highest Television Antenna add— Chicago's only station tvith maximum power authorized by the FCC result — WNBQ — now delivering in the teeming heart of America's second largest market a better signal to more than two million television homes WNBQ— the NBC station you already know for its quality iu programming, audience acceptance, mer- chandising and sales impact is now transmitting a more powerful, more efficient picture to an even greater portion of the rich heart of the Middle West. This market represents almost 15 hillion dollars in effecti\«- buying power and is now dominated by the vast new \^.\BO tower, the highest TV antenna in the area. It's obvious — your television advertising will look better to more people on I WNBQ channel 5 >]IH IN CHICAGO Represented by XBC Spot Sales J AVOID COSTLY DUPLICATION BUY WTVP Dacatur, Illinois Ch. 17 tlic basis of audience size as indicated bj ratings. 3. New stations in new markets; \l"-t of the new. post-freeze Btations —both uhf and \lil started off with base hourlj rates (Class A, one-time) of between $100 and $200. Last fall many reps predicted that these rates would increase sliarph throughout the industry. However, the increases have been -lower than anticipated; the sled- ding lias been tough for many of tlie new outlets. But some outlets will seek increases (of up to 25' ', I in the new- e>t markets, reps believe. Color tv Q. Will color television be a fac- tor in spot advertising this fall? A. Yes. Despite the uncertainties over current U.S. purchases of color receivers, the lack of standardized col- or film and live production, the lack of uniform price formulas and the high cost of experimentation, several of the top agencies, stations and reps are discussing limited color tv spot ad- vertising for fall 1954. Q. How many U.S. homes will be equipped with color tv receivers in the near future? A. According to the latest estimates of Radio Corporation of America and a recent study made for Fortune mag- azine, there will he somewhere between 50,000 and 200,000 U.S. homes equipped with color receivers at the close of 1954; and between 300,000 and 1,200.000 color-equipped by the end of 1955. RCA's is the lowest es- timate. 1>\ the way. RCA based its figure on a survey of the industry, Fortune on an analysis by an economic forecasting firm. > For full details, see chart, page 120. I \\ hat this means to the spot t\ ad- vertiser is that the audience potential for color t\ announcements and local programs will he limited: 1. B\ the number of color-equipped homes in major market-. 2. By the number of Btations equipped to televise -pot color (slide-. Elms, shows) in the near future. Q. What accounts for the wide variations in estimates of color re- ceiver production? A. In the case of the two sets of figures cited above, the RCA figures are believed to he a conservative min- imum: the Fortunr figures a fairly optimistic projection based on antici- pation of a sizable drop in color pic- ture tube pri< es. W hat the real truth is, nobod\ know- \<(. sponsor pre- sents the two figures to show that, at I hi- stage, there is a considerable range of opinion about the future growth of color 1\ in American homes. Q. How many U.S. stations will be equipped to handle spot tv ad- vertising in color in the near fu- ture? A. To answer this question, sponsoi made a special Fall Facts color sur- vey of all of the 408 tv stations now on the air, or planning to be ver\ soon. Replies were received from a little less than one out of every three stations — 31.2%. VirtualU everj major I 5 market was represented in the replies and responding stations ranged from the largest and oldest vhf outlets in established markets to outlets due on the air in the next few months, spon- sor believes its survey, at presstime, represents a good sampling of all tv stations. These were the spot tv highlights of the study: 1. Color slides: Equipment to tele- vise color slides or slide-films (cost: estimated $18,000 1 seems to be the first local color target of most stations. About 2.4'7 of U.S. stations now have this equipment. Some 17. -V ', expeit to have color slide gear by the end of 1954. A little less than one out of five outlets — 19.6 r'< — expect to have it sometime in 1955, and a few — 0 — indicated 1956. Some 60' i were undecided, had indefinite starting dates or had no plans at present. Outlook for sponsors: Nearly 2' of U.S. stations will he equipped to televise color slide commercials local ]\ 1>\ the end of the \ear: nearly ! by the end of next year. 2. Color films: Getting a color tv film projector (cost: estimated $62,- 0001 follows installation of color slide gear closel) as an objective of 1 .S. tv stations. Fewer stations have > olor film equipment ri::ht now 0.7' < hut slightly more stations — 18.:: ex- pect to have color film projectors bj the end of the year, as • ompared with color slide chains. Another 18 peel to install color film gear b) the 82 SPONSOR ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR The magazine radio and tv advertisers use end "t 1 955. ["he numbei h ho expect in have theii film equipmenl installed b) 1956 i- I '.7' . . rhose w iili no plana amount to 60%. Summing up. nearl) 2i>'. ,,| the tv outlets will In- equipped i" project col- "i him 1>\ the end of the year; nearl) Mi', bj the end of l(r>:>. 3. /./(<• local cdot shows: Buying a coloi camera chain, of course, is the biggest plunge a station can make- in • oloi i<-li'\ ision. It- cost w ill be ap- proximated >7~>.()0() i more or less). As might be expected, stations are moving more slowl) in the direction of local live color shows than they are in that of network or "Vanned'" color. \ moderate amount of stations — some 1.695 have local camera chains for color telecasting right now. But less than five out of every 100 — 4.7', expect to have color cameras b\ the end of the \ear. 15.7'. expect to he thus equipped in 1955 and 1', named 1956 as their target. Some 74' ■'< of the stations had indefinite plan-. Outlook for sponsors: It will he some time before you can shop for local live color shows in more than a few market-. \\ hereas some 20 out of ever) 100 outlets will have color slide or film equipment l>\ the end of the year, a little more than -i\ out of 100 outlets will have color camera-. Bv I1).").") the situation will have improved, hut about twice a- man) stations will have projection gear a- < ompared with live cameras. Vmong stations now on the air with regular local live color -how- are WRY-TV, Oklahoma City. Q. How many stations will be equipped to handle network color in the near future? A. Color installations b) -tations to televise network color programs will be considerably more widespread, at least for the next year, than the facili- ties to televise color locally, according to present predictions. RCA, for in- stance, estimates color tv will be fed this fall to 75'. of tv areas on net- work lines. For details, see section on Network tv, page 1 1 7. Q. What does this mean to tv advertisers? A. Roughly, this: SO. DAKOTA The Basic ABC'S of Buying TV in the Omaha Market UDIENCE KMT V completely covers the big, prosperous Omaha market — the one dominant TV station with 11 of the top 15 nighttime weekly net- work shows ... 7 of the 10 most popular mulfi weekly ind Omaha's most popular locally-produced shows ... as well as 8 of the top 10 daytime shows. (Get KMTV's complete audience leadership picture from Hooper. Pulse or ARB.I m ONUSES . . . KMTV's JOO-somc national ,»nd local advertisers (more than any other TV station in the area ) all like these KMTV selling extras: strong merchandising helps . . . Mid**e\t\ finest live commercial facilities, including rear cr«€D projection . . . KMTV's consistently big mail response . . . special events . . i:id other promotional and publicity bonuses. c _^l" V tKAbt . , KMTV has a * to 1 leadership ratio over 7 other TV stations ,is iln titt,- fttation best-received and most-watched within i 100-mile radius of Omaha, according to an impartial SUTVC) i name and itatJstlCS on request ) . BeCAUSS of KMTV's low channel >. its maximum pow or, and the Hat Nebraska- low a terrain. K M I V is the favorite TV st.tnon in this blg-buyinsj 2*>0.000-sei Missouri Vallev mar- ket with two billion dollars to spend. I jL, tdrantag€ of //»<*»■ "Sales-Producing -//H v* today. Contact KMTV or your Petry repreMentathrt. TELEVISION CENTER CBS e ABC DUMONT KIT1TV CHANNEL 3 MAY BROADCASTING COMPANY OMAHA, NEBR. Represented by EDWARD PETRY & CO , INC. 1. Networks will he able to offer color tv audiences sooner than spot tv reps and stations, since the usual ( 1 1 — t step in adding color equipment to tv stations is to add facilities for televising from network souro 2. Network- will th u- be making a plav for experimental color tv budgets using their head start in color tv lure. 3. This situation, however, will be far from permanent. Hv L955, the number ol television stations equipped to broadcast color film will begin to catch up with the numbei equipped for network transmission. Q. What is the spot cost outlook in color tv? A. \l the moment there are no defi- nite formula- to follow. However, SPONSOR'S siirvev of I .S. -tation- above) turned up some interesting guideposts. Station- were asked ti timate the extra percentage that spon- sors would he charged for televis _ in color from -lido, film or live -how-. Here i- a round-up of the e-tin hv stations of additional spot tv color charges : WT\ J. Miami: This Florida outlet plans to charge an additional K''< for color slide or film handling after I Januarv 1955 and an additional 2 for live color local programing afta June 1955. KOIN-Tl . Portland, Ore: No extra price has been set yet hv station for local live shows, hut slides and film in color will cost an additional 30ri for handling charges after 1 November I').", 1. KGi 0-Tl . Missoula, Mont.: With il- color targel set for L956 station plans to charge an additional 20' < in handling charges for color slides and film, an extra 2.V « in local live color production < osts. 0 SPD-TV, Toledo: Color film and -lides will cost a sponsor an extra 209i after October of this year. Kxtra prices for local live color -how- have not vet been set. // 1/ tR-Tl . Baltimore: Pre-entlv airing a total ol 17 news program- in color per week, tlii- veteran vhf oullet i- alreadv charging li>'. additional for color slide handling, plan- to charge the same this fall for film show- ings. // MHR-TI Jacksonville: Color slide equipment will be installed hv Januarv 84 SPONSOR ONE MAN'S OPEN MIND is somebody else's hole-in-the-head JUST to keep the readers of Sponsor aware of the way the wind blows in cer- tain quarters, here are a pair of consumer magazine clippings: ". . . how to teach a crow to talk? Put it in a dark room. Turn on a radio. After a jew weeks the crow gets lonesome and starts talking." The editor commented, "Who wants a crow that talks like a radio?" Item 2: "One warm spring evening recent- ly a pair of Indian braves, in town to cele- brate, checked into a hotel, opened the win- dows, and turned on the room's tv set. It so happened that the Stockyards were par- ticularly fragrant tiiat evening. 'Ugh' re- marked one of the men, 'television smell terrible'." We bore that with equanimity; what got us was the comment which followed: "Isn't that absurd? Indians never say ugh." Apparently everyone doesn't share oui enthusiasm for radio and tv in general and KGNC in particular. Anent the latter, with innate immodesty we call your attention to a Fact: Amarillo is again No. 1 lor the na- tion in retail sales per family. II this sug gests that we're worth an investment, it's no coincidence. K G N C-AM & TV ~W| Amarillo NBC and DuMONT AFFILIATE AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Katz Agency 12 JULY 1954 85 of next year, .it which lime sponsors will l>c charged an additional I"', foi < oloi slide handling. KPRt // . Houston: Maj L955 i- Limit date foi installation of < oloi slide ami film equipment, with local coloi i\ cameras due in October L955. No extra < harge is anticipated for « ol- I ">.- 000 foi -nine elaborate jobs combin- ing animation and live action with sync -omul. Since close to ')()' < ol the production cost i- attributable to labor, a great deal depends not onlj upon the number of people required for a particular job but also upon the ( alibre of talent emplo) ed. The cost variable- in film commer- cial production are considerable. \ quick look at the possible components of production will give sponsors an idea why it takes film producers more than a quick look at a storyboard to give an estimate: 1. Creative uork- script and story- IN CENTRAL SOUTH CAROLINA By fall WIS-TY will up its power to 269.000 watts, almost triple its present output. Power plus programs, an unbeatable combination A Strong NBC schedule . . . outstandini; local productions and film features . . . and local newsreel coverage of the State capital's newsworthy events filmed l>v WIS-TV, developed in Columbia, and telecast on WIS-TY minuter after they occur have quickly established WIS-TV's popularity. l'or reMiltv with your fall campaigns, choose Channel 10. \YIS-TY . . . the choice of more than 1(10.000 TV owners in this rich market Charles A Batson, Managing Director G. Richard Shafto, President CHANNEL 10 COLUMBIA, SOUTH CAROLINA ONLY VHF FACILITY CENTRAL SOUTH CAROLINA NBC on Channel 10 Represented nationally by Free & Peters - 86 SPONSOR op.( It of ED M«KENZIE dean of Detroit's disc jockeys NOW on Television (WXYZ-TV Channel 7) and radio (wxyz) «t tit Ed McKenzie's Saturday party WfT A group of teen-agers from Detroit high- schools and clubs are Ed's guests each week at the "corner sweet shop". Records are previewed, famous guests entertain. There are dance contests and teen-age talent contests, too. Saturdays, 12 Noon tO 2:00 P.M. Participating WXYZ-TV • CHANNEL 7 '> Ed McKenzie's record matinees Latest record releases and all-time favor- ites plus lively comments have won a wide following for Record Matinee. Interviews with famous names in music(shown:Teresa Brewer) are also featured. Monday through Friday, 3:00 to 6:15 P.M. Participating WXYZ • RADIO L t X Jl lh.. SANTA'S HELPERS TRUSCON MILLS AT YOUNGSTOWN AT MUSKOGEE, DECEMBER 1. ' WWTV CHRISTMAS SHOPPING/ a A va*» &VPJ >-^t A 90 Mile signal radius from a quarter mile of steel on the peak of Michigan, a half mile above Lakes Michigan and Huron! The HOME TOWN STATION of 237 Michigan Communities now will give you FOUR MAJOR MARKETS: MUSKEGON GRAND RAPIDS SAGINAW BAY CITY CBS — DUMONT— ABC WEED TELEVISION - W. L SAIES. GRAND RAPIDS SPARTON BROADCASTING COMPANY board: These are general!) done b] agenc) staffers, sometimes In ihe pro* ' ducer. 2. Photograph) : Cost of photog- raph) depends upon whether the job is to be done in a studio i which means a rental fee) or on location. It de- pend-, too, upon whether the film can be shot with a silent camera or with synchronized sound. The numbei oj people to appear in a live-action film affects not onl) cosl of S \(] re-use payments, bul also cost of directioi and camera work. If it's to be anima- tion. - gave producers eight weeks to do a certain job. Two weeks is more like it today. Since most of the labor is em- ployed on a per-da) basis, total pro- duction cost depends a great deal upon pre-shooting plans and scheduling. Here are some round figures for labor scales: 1949 1954 Studio mechanics $25 .i daj $35 .< da) (gripa v Lighting ( .urn i .urn n $6"i a dav $liin to $12 Din iiot> I ■ daj $125 a da\ Assistant directon v-'T i dai $55 i d;i» 88 SPONSOR Other factors that have contributed to the rising cost of tv commercial films are the more stringent demands of agencies and clients. A few years ago, four or five opticals in a 60-sec- ..iid commercial would have been con- sidered a pretty elaborate job. Today it's not unusual to have as many as 10 or 12 opticals (wipes, dissolves, titles) in a 20-second film. pnoti ; fcjl ion £1 I rei liredi being lojrij i far aym ices Q. How much work is done in color? A. There isn't a producer in the bus- iness who hasn't got a dozen or more cans of color film footage to show. Screen Gems, for example, has con- ducted experiments with three major color stocks: Eastman. Technicolor and Monopak f 16 mm. ) . Depending upon the stock and technique used. • olor will add anywhere from 20 to 50% to the over-all cost of producing a film commercial. In other words, color will cost about three times as much per foot for raw negative stock as black-and-white (12.5c per foot of color compared with 4.5c per foot of black-and-white). The New York Film Producers' As- sociation, which represents the bulk of New York commercial and industrial film producers, also conducted tests with color film this spring in close col- laboration with NBC. The results of these tests were to be shown on 12 July in NBC's Colony Theatre on closed circuit. Here's how these tests were made: The Film Producers' Association used three types of film stock to make the tests — Technicolor with a three-strip camera, Eastman 35 mm. and 16 mm. commercial JCodachrome. The same make-up and lighting were used for all three films in order to keep the conditions as similar as possible and thus control the variables. Among the problems the association discovered in making these films Roger Lewis of United Artists mentioned the following: "Splices create a technical problem. We found that we had to make a print from an edited negative that had been processed in the lab. Also, you can't run a color print near- ly as often as a black-and-white print. If the sprocket holes are a little worn the print doesn't run smoothly." 12 JULY 1954 'ttj^'eQiAg/ety).. "Mini, it's been dug!" "You mean the fact that KATV's transmittei i^ jusi -1 miles from LITTLE ROCK— SAME DIS I VN( I from the BAT! I R\ to ihe BRONX-" "Man, you're with it." "Everybody's with KATV 80,000 sets in the area as of July I, 1954 — and growing all the time." "Are I here people around?" ".")8f),r)00 — all within KATV's primarj coverage, according to Sales Management's May 10, 1954 Survey, 61 Mining Power." "Do they spend money/" "$497,456,000 last year — and they've gol it i<> spend, with an effect i\c having income of $ it- filmii prodw I- in three different pi n < Jems ■ up m itli the follow ing « ompai i- Kodat hrome ad\ anta{ - Prici ni.il film i» lowest It original film i- used I"' i ex- . ellenl definition and i "l"i « | u-« 1 i t \ . Kodachron < > ( >t i - cab .11- limited i" diaaolvet and fades. I li< i i ii I — ..i qualit) in re- ■ | > t iiit—. \l- -t "I release pi inl i- highei Generall) the sound tra< k isn i I .1- thai "t the othei -. \inl. editing 16 nun i- .i tough job. / astman ad\ tallages I ai get film -i/.-. bettei values in making prints Innii .t negative rathei than a j>«» — iiix «- i l.i< I'M-.. \U.p. \ mi i .in make some opticals with Eastman, and you gel bettei resolution. Eastman disadvantages In reduc- nun. tn Id mm. pi int- gel \ . I In- -ti»< k has less < olor sat- uration .iml a less satisfactorj Bound track than I echnu olor. Technicoloi advantages This film offers greatest control ol coloi satura- tion, greatest i onl rol oi opti< als, !>h- ter qualirj sound track and low re- lease |irint ■ osts, Technicoloi disadvantages I >ri ^»- inal production costs are higher with I ci linn oloi .mil resolution i> not quite ■ "•ii ,i- h itli othei I'H'i esses. Q. What's being done to hold the cost line for film commercials? A. \- the industrj has continued to . film prodw ers have been gain- ing expei ieix e in i utting i "i ners in prodw lion. I hej 've learned to do elaborate jobs in one-fourth <>l the time. I 1 1 1 1 1 -i.m It, !••". has been continu- ous!) im|ii>i\ iiu I astman, foi exam- ple, i- working -in a film which will use mil. Ii leu light, hero e sai ing cli- ent- . i. -t nl expensive li^litin^ equip- ment and to hnii ians. However, agero ies and clients have become more demanding about the qualit) of work that the) < onsidei a< - ceptable. In animation, for example, the trend is toward brush inking rath- ei than the cheapei method <>f pen ink- ing. \ few years ago, an animation job with three tones of gre) was < on- sidered more than adequate. M<»st ani- mated commen ials toda) have multi- ple-tones. Q. What are fhe most significant trends in commercial film produc- tion today? A. From it- Burve) ol New York film commercial producers sponsor noted the following trends: 9 1. I ntil a couple nl years ago agen- cies attempted to cut costs l>\ editing out 20-second segments ol 60-second commen ials to use in 20-sei ond time Blots. Experience ha> shown them that lifting out pai t of a ( ommercial for separate use can rarel) he done with- out damaging the effect both of die 60-secorid commercial originall) con- ceived to permil this and of the re- sulting 20-second film. Toda) the trend is towards producing 20-second films separatel) . 2. Agencies are getting hack to the idea ol rel) inji upon film prodw ei - for the < reative work. I hi re seems to be some trend towards allowing Btory- boards to grow in the producer's stu- dio, rathei than in the agero \ . 3. There's a strong trend towards more visuall) creative commercials rather than a crowded series of word) messages flashing across the screen. 1. In animation, three trends are apparent: 'li more elaborate brush and multiple-tone work on the realis- tic-type of cartoons; '2* sophisticated, understated line drawing made popu- lar b) I l'\ and exemplified hs I PA's commercial for Jell-0 (through Young Si Rubicam) ; (3j use of realistic Eu- ropean-made puppets in Btop-motion photograph) . Q. What tips can producers give for more effective I.D.'s? A. Simpl) tlii-: 1. Keep it -hurt. keep it simple. You've onl) gol some six second- of audio. "*» < re hea> j in h billings have had to hire one "i two .Hid even three extra people to |inli. c id. use <>t 1 1 1 « - i x ' omraercials and 'I" ill'- bookkeeping involved. \l- berl Reibling, manager of radio and i\ ai Kudner agency, foi example, has niic man working full-time on this job. Stan I .omas, \ ,p. of i ommer< ial i\ al \\ illiam Est) < ■>.. ( ui rentlj emplo) a niic person full-time for the policing and I kkeeping job, bul expects t" need two people in the job bj fall. Q. Has the SAC contract been changed or amended since the time it was signed by the New York Film Producers Assn. on 2 March 1953? A. \u changes or amendments have been made on the SAG contract. It will In- i j j » I", renegotiation next year. However, nol even the mosl optimistic of agencymen believes that there's a chance "I revoking the re-use payment principle now thai it ha- become es- tablished. Some subtle changes in the applica- tion of the contract, however, have oc- curred a- a result of interpretation. Mi-. Florence Marston, New York i hairman <>l the S \<'. told sponsor ili.it questions of interpretation which have been brought up during the past j i .ii were al w a\ - settled through in- dividual discussion and reevaluation ol die contract clauses. < me of tin- main subjet t- that has • (Hue up foi v\(. reinterpretation is the definition of an extra. Onl) "play- ■ i- an- subjei i to re-use payments and players are persons who speak on - reen oj persons identified m itfa the product. I ictras, therefore, are persons who don't speak on screen and an- not identified with the produi t. r!owev< i . there have been instant es "up - i ii. - in commen ials where man) persons used the advertised produi t on -< reen ami yet the) were termed extras, not subject to re-use payments. I In reasoning Inn- was that these persons were part of the background against which one partic- ular person gave tin- produd pitch. Anothei device used by some pro- dlM done in the following way: One girl singer records a Bong on tape. The same girl thm re-records die harmony. By combining the tapes \ou get a multi- ple-voice effect, hut you pay only for one off-screen voice. As one adman put it: "You can make one singer Bound like the Westminster Choir." To date SAG has not objected to this d<-\ ice. Another wa) of avoiding SAG re-use payments has been to film commer- cial- outside of the I .S. Several agen- < ii - and producers have found that man) economies can he made by using both foreign and American actors abroad. Of course, if a producer takes bis talent along with him to film abroad, those players are subject to re-use payments. Among economies that can be effected outside of the I S. to offset the cost of transportation are the following: cheaper sets, cheaper music, the opportunity of substituting interesting locations for expensive studio set-. Syndicated tv films Q. To what extent are syndicat- ed made-for-tv films a factor in U.S. television advertising? A. This is the outlook for 1954: 1. Dollar value: This year's syndi- cated film business, excluding tv fea- ture film- and film commercials, will be worth approximate!) s(><).000,000. according to estimates made earlier this year b) a representative sample of syndicators and producers. I See "\()~i\ T\ Film Section," 25 Januan 1954, paj:e 52. i 2. Program importance: A recent \ \KT15 surve) (see Film Basics, page 184) revealed that syndicated film amount- to just short of 3095 of the total hour- of t\ programs aired each week b) the average I .S. tv station. Ilii- figure i- highest in markets of 50,000-500,000 population ia\erage: 17.59? ' '■ lower in markets of over 500,000 people (average: 18.69! ). A. Production investment: \- SPON- SOR went to press, leading distributors estimated that there were more than n i\ film series in production, both here ami abroad, for I .S. t\ film syn- dication. Sint e eat h series today rep- 94 SPONSOR SUCCESS STORY FOR UHF IN THE MAKING! In California's Central Galleys . . tv homes zvere practically Doubled in just eight months due to the advent of Crystal Clear UHF Reception! Four years fringe area reception (from S.F.) 52,943 tv homes EIGHT MONTHS UHF INFLUENCE Increase to 95,272 tv homes In eight short months Jan. I 1 954 the percentage of tv homes climbed from 35.7% to 55.3% The imminence of UHF gave promise for Improved Service . . . therefore . . . all new sets sold during the last half of 1953 were 95% UHF-VHF receivers! KTVU's Central Valleys have become a hot sales area for UHF sets . . .Proof of this is the total count . . . to date . . . of UHF sets within KTVU's Effective coverage area . . . NOW — June 1, 1954 — according to NBC research — including Sacramento, Stockton and Modesto areas— 98,100 UHF Homes — add contiguous coun- ties— GRAND RESULT— over 100,000 UHF HOMES One-Half Million Watts From Half- Mile in the Shy! KTVU 36 NBC TV Represented by George P. Hollingbery Company 12 JULY 1954 95 its .1 i apital investraenl ol al least ol I", weeks I for half-hour films) and often up to 1500,000, there is ., total -.1 some $20,000,000 invest- ed in L95 1 film pi oduction foi s) ndi- < ation. I. \iiiinmil spot value: Uthough the I'ulk sj odicatoi - estimate 7 >' ! <>l the syndicated film business is • I < > n. - through film sales to lo< al stations or regional local advertisers, spot-placed film programs are an increasingl) im- poi i i nt fa< toj in national campaigns. Some film syndicators told sponsor thej were doing "80* ! or more of theii business direct!) with major agencies .in! this business (exclusive "I time) amounts, at indus- ti \ guesstimates, to over $15,000,1 annually . Q. From the national advertiser's viewpoint, what is the cost out- look for fall in syndicated tv films? A. The cost trend is upward. Ontif TVCctieHnf Cntife £ick Central HanAad • 50% Saturation • Wichita Studios • Bonus Coverage • Viewer Loyalty For the biggest television buy in Kansas, contact the Hutchinson or Wichita KTVH Sales Office and see how you can get viewer domination in the largest metropolitan market in Kansas. CHANNEL 12 KTVH HUTCHINSON - WICHITA VHP 240,000 WATTS CBS BASIC -DU MONT -ABC REPRESENTED BY H-R TELEVISION, INC. COVERS CENTRAL KANSAS I lii. are three reasons wh) : 1. Production costs in tv films have gone up for both talent and unionized -killed labor used in filming shows. Syndicators estimate that this rise will add "about 10%" to the COStS of shooting t\ films this year as com- pared with 1953. Since producers of- ten uuik on paper-thin margins, in or- dei lo price their product competitive- ly, thej cannot absorb verj much of this < osl rise, and most of it will he passed along to hu\ers. 2. Film pricing i- also a function of station time. Often film prices are filmed as a percentage < such as 2-V , | of a station- Class \ spot hourly rates. Since a number of stations expect to raise their rates again this fall "Kale outlook," page 80), this too should add somewhere between 5 and Id', to costs as compared with last year. 3. Again because of tight profit margin any increases in the "hidden costs" of t\ film syndication such as shipping, handling, storage, extra prints, sound effects, stork film foot- age, postal and express rates- will probabl) be passed along to buyers. This applies also to anj increases in sales costs not covered 1>\ sales return. Q. What trends are apparent for fall in clearing station time slots for syndicated tv films? A. Although networks have l>een making a concerted effort to win more afternoon and late-night time slots for network programing, syndicators are general!) fairly optimistic about a sponsor's chances for (tearing good time slots for syndicated tv films. "The situation is getting tough on a few of the bip ow ned-and-operated network stations," the sales director of a syndicator told sponsor, "but sta- tions in \ irtualK all of the top 30 mar- kets will still dear pood time slots for a -how — provided: (1) the sponsor will sipn for at least 20 weeks and preferably 52 weeks, (2) thequalitj <»f the show i- high enough to insure a sizable viewing audience. \ network affiliate makes more nionev out of a syndicated deal than from a network -how. and man] are not al all afraid to refuse network programing, partic- ularly kinescopes, in order to slot a -\ ndicated propert) .'" In addition to this general situation outlined above, there are some other 96 SPONSOR IN THE GREATER SAN FRANCISCO MARKET • ••you cover more on CHANNEL 4 KRON-TV COVERS THIS BIG MARKET... • With a population of 3,600,000 • Spending V/2 billion dollars annually on retail purchases • The eighth largest in set ownership ...SO COVER MORE ON CHANNEL 4 FREE & PETERS, INC. • NATIONAL REPRESENTATIVES BECAUSE CHANNEL 4 PROVIDES • Maximum legal power operating at 100,000 watts • Highest antenna in San Francisco at 1441 feet above sea level • Low channel frequency insuring stronger signal • Top-rated NBC and local programs SAN FRANCISCO HJi 12 JULY 1954 97 I . Estimate your total cost per print for the round trip — to sta- tion and return. If you know your total cost, enter here: $ If not, here's a check list of steps performed by Bonded to help you estimate your total cost. Enter what you think your cost is for each service, skipping those you do not now receive. Attaching leaders $ Mounting on reels Inserting commercials Cost of container, reels Shipping Print Control Record Confirmation of waybills Immediate check in on return Examination and repair Cleaning Removal of commercials Report of print condition Storage TOTAL $ •L. Next, estimate the number of prints (programs, features, or commercials) you use in an av- erage month. Multiply. Put the total here. $_ Don't just groan, move on to Step 3. «#« Now phone, or write, for a Bonded TV Film Service estimate and plan for handling your film. It costs you nothing to find out. And — whether your needs are large or small, whether you now do your own film handling or not — you will find that Bonded can do the job better and cheaper. DED TV FILM SERVICE LOS ANGELES • NEW YORK 904 N. La Cicnega BR 2-7825 630 Ninth Ave JU 6-1030 FASTER, SAFER, LESS COSTLY... Because It's More Efficient! time-clearance developments <>! inter- est in national spot advertisers, such as : 1. Spot carriers: To help uhf sta- tions gel .t Buppl) <\ sta- tion investmenl (see storj in SPONSOR, 1 I Januai \ L95 I. page 12 i. Current- ly, a total of 12 l\ outlet- arc stock- holders in \ itapix and the outlook is for 60 b\ fall. Latest deal: Parole Chief, a half-hour film series starring Pat O'Brien, i- now being offered to agencies for multi-market sponsorship. Mready, 34 stations — almost all in the largest t\ market- and main with top network affiliations — have indicated that the) will clear Class A time for a sponsor who will buy this "film net- work." Station reps, incidentally, get their full commissions on this arrange- ment. \ itapix expects a quick sale of this initial film property. "When I told one agem \ we could guarantee half-hour time clearances in Class A on 34 big stations." said a Vitapix ex- ecutive to sponsor, "the) just flipped." 3. Rep-syndicator liaison: Since they are all part of the "spot tv fam- ily, reps and syndicators have lately ; been taking a number <>f steps that will probabK result in closer coopera- tion in landing sponsors and clearing time for syndicated film properties. A good deal of pioneer work in this field has been done b\ the Katz Vgen- ■ \ rep firm, which last year set up it- Station Films, Inc.. a non-profit organ- ization designed to act as a centra] film buying office lor Katz station cli- ents. Through it. stations increase tin effect) their buying power, ami syn- dic aim- save on -ale- COStS. Latest step: Di< k Dohertj . consul- tant lo the fledgling l'\ \P (see report on page 78), had planned a series ol meetings with top film syndicators. Object: to acquaint reps with the prob- lem- nl syndicators, and to brief syn- dicators mi the latest spot tv -ale- trend-. Stated Dohert) recently: "TvAB cannot fail to be of jireat benefit to the t\ film industry Bince increased -ale- of station time will of necessity produce in< reased sales of film." (Mer- ger of T\ \B with NARTB's planned promotion bureau should not alter pos- -ibilitie- of cooperation, i Q. Have reruns established them- selves in the tv film industry? A. Definitely. \ Mel-en stud\ la-l -unmier -bowed admen that film rerun- lost fewer rat- ing points during the summer than first-run show-, that the\ -bowed a bet- ter share-of-audiem e picture, and an excellent "Audience Held" level, i For details, see charts in Film Basic-, page 188.) Due to continuing t\ home growth in even the biggesl tv markets, rerun film show- have racked up homes- reached scores as high a- 150$ more on the rerun than on the first-run showing. B\ and large, admen now judge reruns — including shows first seen mi networks- almost a- thej would anj first-run property, provid- ed the initial rating i- satisfactory. Q. Will there be more "multi- market" syndicated film sales to advertisers this fall than a year ago? A. Bv all indication-. \e-. Industry leaders expect an increase of some 20' ( in sales of this type this fall. Here are some of the larger multi- market film sales in the syndicated field as sponsor went to pre--: Zi\"s two biggest multi-market deals — Carter Product- and Samsonite Lug- gage on Mr. District Attorney and Phillips Petroleum on / Led Three Lives are <:etting bigger. The Carter- Samsonite list will shortlj jump from 40 to 15 markets: Phillip will go from 23 to 35 market-. Canada Drj is continuing as one of the largest multi-market syndicated sponsors with (IBS T\ Film Syndica- tion's Annie Oakley. \ired for the beverage firm and its bottlers in some ill) market-, the series is -pmisored e\ ei\ -other-week b\ various local and regional advertisers. Pure Oil Co. continues it- sponsor- 98 SPONSOR AUDIO; MORE p«©p&,... WFAA-TV's nine-county TV market is Texas* largest — 1,420,600 people. With 345,000- TV-equipped homes, WFAA-TV is your entree into 4 out of 5 of the mar- ket 's 437,500 homes. •WFAA TV Research Depl.. June 1, 1954 ...m^MORE'wwim The WFAA-TV market controls one- fifth of Texas' effective buying power with a total of $2,525,723,000. Aver- age is $5773 per family. fr^MORE... Comes the clincher — more than 20% of Texas' retail sales are made in the WFAA-TV market ! In 1953 retail sales for the market hit an all-time high of $1,850,450,000. Per family averages W6 1*6 • • ■ WFAA-TV % OVER % OVER MARKET TEXAS TEXAS U.S. U.S. Retail Sales $4230 $3739 +13.3 $3617 -J- 16.9 Drug Soles 132 116 +13.8 102 +30.7 Genl. Mdse 807 440 +83.5 403 +100. Furn., HH., TV ... . 205 194 + 5.7 193 + 6.2 Automotive 902 880 + 2.1 704 + 28.1 (Sales Management May 10. 19541 345,000 sets in WFAA-TV's market provide easy access to purchasers' purses — just ask a Petry man ! VIDEO X ^ m w. \ MIC T\ Film. On ili<- Wesl Coast, Signal Oil will sponsoi .i new CBS rV-sj ndicated property, The Whistler, in some LO markets throughout it- area Btarting in September. Signal, incidentally, has sponsored the radio version "I the -how (iii ,i Pacific < oasl web lor some I I years. Some others: Bowman Biscuit Co. i a dn ision ol I niiiil Biscuil i has Guild Films' Liber- ace in 13 markets and Ohio Oil I o. sponsors same syndicator's Life II iih Elizabeth in LO cities. I.ilivl Corp airs Screen Gems' The Big Playback in 15 markets. Liebemann Breweries (Rhein- gold Beei I has signed for Official Films' Star and the Story, a big-budgel package b) Four-Star Productions, for a dozen outlets in California and New i ork State. Pure Oil (see above) also sponsors ABC TV's syndicated Racket Squad in a dozen markets; Heileman Brewing has the same show in 14 markets. (This is just a sampling of the manv multi-market buys.) Fee tv Q. Is subscription tv coming? A. The answer is "yes" if you ask the pay-as-you-see people. Three com- panies which have proposed fee tv systems — Phonevision. Skiatron and Telemeter — have petitioned for an FCC hearing. Dr. Millard Faught. a lead- ing exponent of fee tv and Zenith Ra- dio Corp. economic consultant, feels FCC's decision mav he forthcoming before the end of 1954. Q. Is fee tv the answer to tv's cost problems? A. Dr. Faught points to the spiraling < < >~l> of t\ costs he feels cannot be paid for l>\ sponsorship only. Says he: "About half of tv's total income comes from less than a score of national ad- vertise] -. In terms of fee tv's potential revenue the proponents ol subscription t\ cite the hypothetical example of a t\ run of Gone with the II ind. Released on t\ \ia a fee system at $1 per set, (.11 III would gross $10 million even i: onl) one-third of the I .S. t\ sets limed in. Prioi to lifting oi the FCC freeze Hi L949, Dr. Faught projected a tv cost estimate into the future. Hi- conclu- sion at that time Btill -er\e- a- gospel for fee t\ proponents today : ". . . The ■ "-i ol providing "national television service from a theoretical future -\-- tem (1f I. (ton stations, arranged in four networks and programing only 70 hour- pel week, hall network and half local programs, would cost $1,740,- 252,500 per year." He pointed out that t\ advertisers would ha\e to sell better than $80 billion worth of mer- chandise and services annually to af- ford this lai gate annual tele- \ ision budget. Q. Has fee tv been tested? 1. Phonevision, owned by Zenith Radio Corp., completed its latest tests in New York in spring 1054. The (inn had applied to FCC for permis- sion to test in New x ork over a three- month period. Here- how Zenith pub- lic relations \ . P. Ted Leitzell de- scribed the results to sponsor: "Dr. I.llett and hi- crew were able lo wind up the whole tiling in just one week. This was primarily an engineer- ing test performed in connection with WOR-TV and gave us the opportimin of tr\in<: out one of our airborne Phonevision systems a method that the decoding kev right along with the picture transmission. '" I he test radiated outward from the Empire State Building up to 100 land miles awa\ from the transmitter, and we now know that if Phonevision is au- thorized by the FCC and put into com- mercial operation, it- program features will he available to people in even area where it's possible to get satis- factor) reception of regular televi- sion." 2. International Telemeter Corp. of l.o- Vngeles, owned b) Paramount Pictures, ran a test operation in Palm Springs, Cat, in October 1952. A com- munity antenna was set up in Palm Springs, where there was one local radio and no t\ station at the time. By means of this mountain-top an- tenna. Telemeter piped programs to tv sel owner- in the Palm Springs area direct from seven l.o- Vngeles tv sta- tions. A. Skiatron as well has conducted te-t- using facilities of WOK-TY. 100 SPONSOR in PITTSBURGH LL spells SALES- W. hen you sell to Pittsburgh you sell to the nation's sixth largest metropolitan market. An industrial area whose manufactures top those of 37 states. When you sell to Pittsburgh, you tap the retail buying power of 6V4 million people. And you will sell to Pittsburgh, day or night, on Pittsburgh's first television station — Du Mont's WDTV! Watching WDTV is a daily pleasure in more than a million Pittsburgh District homes. WDTV programs are geared to Pittsburgh people, Pittsburgh habits, Pittsburgh tastes. So beam your Pittsburgh sales efforts straight to success — on Channel 2 — WDTV! First and salesmost in Pittsburgh! Channel Pittsburgh's tf-i/iM Television Station GATEWAY CENTER, PITTSBURGH 22, PA. Owned and Operated by ALLEN B. DU MONT LABORATORIES, INC. HAROLD C. LUND, General Manager 2 12 JULY 1954 T01 KEDD WICHITA KANSAS NBC* ABC 97 <; OF THE WICHITA TV AUDIENCE SEE TELEVISION AT ITS BEST ON KEDD KEDD CHANNEL WICHITA KANSAS Edward Petry & Co., Inc. Q. How does fee tv work? A. ^ on transmit a "scrambled" sig- nal iliat can be enjoyed only by view- ers who |>a\ a fee to get a clear pic- ture. Several subscription tv systems i exist. Zenith alone ha- submitted five systems to FCC for approval. Q. What type of programing do the fee tv people plan to offer? A. A varietj of programs that are current!) either too specialized or too expensive to be offered on either a sus- taining or on a commercial basis. In- cluded among these are major sports • •Mil!-, film premieres, Broadwav shows and possibly such cultural fare as special religious services or col- lege lectures. s ays Dr. Faught: "The FCC has set aside 250 of its allocations for educa- tional television stations. ... If an educational station could collect tui- tion via subscription tv for a few out- standing programs, it would have the funds to operate many more hours per week on a free public-service basis." Q. How would fee tv affect tv stations? A. The fee tv people consider the system an added source of revenue for t\ stations — comparable to the revenue publishers get from selling copies of their newspapers and magazines. They feel it will help all stations now caught in the squeeze between high operating costs and insufficient revenue. The) have in mind both vhf and uhf stations. Q. How would advertisers be af- fected? A. Fee t\ would help advertisers if it kept smaller tv stations healthy; the stations would be there for campaigns when needed — even though the nation- al advertiser was not regularly "sup- porting" them. It might be a com- petitor of the national advertiser as well, however, wing with him for some of the big special events and sports attractions tv has been carrying. Proponents of lee t\ contend, how- ever, that the advertiser has in man) cases already lost the opportunit) t" buv major sports attractions. Reason: Sports promoters fear loss of attend- ance and demand such high prices that only those who actuall) charge for ad- mission (.theatres equipped for t\ i can afford to buv rights to televise them. Farm tv Q. Is there any difference in the time buying pattern between farm radio and farm tv? A. Die heaviest farm radio users, in the pa-t. have used early morning and noontime i Class 13 or C times). But the trend in tv is to use Class A eve- ning time — to reach the farmer when he's done with the chores, relaxing at the end of the day. This is particularly true of local and regional farm tv advertisers. Q. Are there any special tech- niques for farm commercials? A. \\ hat works for urban commer- < ial- holds true for farm commercials. Most important point: Demonstration. William L. Hurlev. general manager of KXJB-TV, Valley City-Fargo, N. D., says sponsors "have to show how : How to kill a bug, how to cure a sick cow, how to make corn grow better. We ha\e a rule for our tv sponsors," says Hurley. "If it doesn't wiggle — put it back in radio." Hurley, like other tv station managers serving farm viewers, says television is a natural for many farm products "because so many of them depend upon demonstration for their effectiveness. It used to be that when a dealer got, say, 100 farm- ers to attend a demonstration of a new- implement, he'd call it a great success. Now the dealer can give the same demonstration to thousands of farm- ers— and the dealers are delighted." Q. What types of sponsors use farm television? A. Feed companies are among the heavy users of farm tv I like food com- panies, the product of feed companies is consumed every day so there is a \ast market to tap). Implement com- panies also use tv. Seasonal farm rv advertisers include hatcheries, seeds, agricultural chemicals and antibiotics. Clients with more general products as well have turned to farm t\ . Q. What other specialties are part of tv programing? A. Some t\ stations in big cities are adding foreign-language -how- and shows designed for Negro audit (See SPONSOR'S Program Guide.) 102 SPONSOR What do you want of a television station? COVERAGE? AUDIENCE? PRESTIGE? Operating on the low channel 2 dial spot with, 100,000 watts boomed out from a 1062-ft. tower, WSB-TV gives you merchandisable coverage in Georgia, Alabama, Tennessee, North Carolina and South Carolina. (1) High Tower, (2) maximum power, and (3) low chan- nel are the three ingredients that add up to tops in coverage effectivity. WSB-TV delivers* listeners in 18% more counties than Atlanta station B; in 106% more counties than station C. In the outlying 25-74% effective coverage area, WSB-TV delivers 63,235 more families than station B, and 137,782 more families than station C. We or Petry will be happy to show you supporting sta- tistical evidence in full. WSB-TV was the first television station in the South, and richly shares the prestige of its affiliate, WSB Radio, Dixie's pioneer broadcaster with a record of 32 years service in the public interest. These stations are affiliated with The Atlanta Journal and The Atlanta Constitution. Get more for your money . . . Get on WSB-TV. Ask Petry for availabilities. The great AREA station of the Southeast / W$D-f V Atlanta, Georgia *ARB Reception Index Study, February 1954 12 JULY 1954 103 Get in thi Largest Most average audience, quarter-hour wins, 6 of the top 10 day and night day and night nighttime shows icture I 7 of the top 10 weekday daytime shows Most of the top 10 daily local shows Source: ARB, May '54 For the best exposure in the nation's number one market, get on the number one station: WCBS-TV New York CHANNEL 2 CBS Owned... Represented by CBS Television Spot Sales V PLUS 760,000 MORE KGUL-TV GIVES GREATER COVERAGE IN THE GREAT GULF COAST MARKET. 'Someone will enter Houston on July 3rd to become the millionth resident. It's with pride that we mark this day, for these million people make up c major part of the 1,760,000 persons living in KGUL-TV's coverage area. The rich Gulf Coast market is not just Houston but the entire area . . . best covered . . . most econom- ically by KGUL-TV, the CBS basic affiliate for the Gulf Coast. So remember the million — Plus! LOOK AT THE FACTS Cumulative Totals Population Food Sales Auto Sales Drug Sales Greater Houston 1,000,000 282,642,000 263,296,000 35,947,000 KGUL-TV Primary 1,310,200 363,764,000 340,465,000 46,363,000 KGUL-TV Secondary 1,760.100 474,640,000 442,737,000 59,641,000 Source: Sales Management 1954 and Houston Chomber of Commerce C^yt&b s^jesZ^ /&(?e^^6c?*C' /£j6c^ &*& /e^z^S Q KGUl'TV The Southwestern TV Station with the Most Consistent Growth Represented Nationally by CBS Television Spot Sales 106 SPONSOR T*« ** **** In the Detroit «reo, CK1W-TV with iti 325,000 watt power penetrates a population grand total area of S, 416, 375 in whiih 82.7% al all families own IV sets. Of these 1,305,520 TV families M.2% ore covered hy CKtW-TV channel 1, or a grand total (overage of 1,151,554 TV families. CKLW-TV Guardian Bldg • Detroit IN THE DETROIT AREA THIS WORLD'S YOUR APPLE! Just one from the bushel of bonus areas you blanket with WHIO-TV. All in addition to the 415,355 TV families in the primary coverage area, dominated by the World's Tallest TV Tower — 1104 feet, delivering the equivalent of 316,000 watts at 1,000 feet above average terrain. SHARE OF LIMA AUDIENCE- EVENINGS— SUNDAY THROUGH SATURDAY, FEB. 14-27, 1954. Station D 3.2 1.3 2.3 Time 7-8 8-9 9-10 WHIO-TV 59.99 64.8 61.3 Station B Station C (UHF) 32.3 4.6 25.2 8.5 24.2 12.2 This powerful testimony proves that WHIO-TV's new tower reaches out — over 80 miles from Dayton — to grasp this ripe, rich market! A bread sponsor "discovered the new world" the easy way . . . opened up the Lima Territory using Kenny Roberts, made a big hit with only 3 spots per week! These many bonus markets plus WHIO-TV's big, regular service area add up to plus reasons why you should buy WHIO-TV! For more facts, contact George C. Hollingbery representatives today. *« on ONE OF AMERICA'S GREATEST AREA STATIONS 0Pfy(twsarh BourtxmO i KOSCtUSKQ fTCmri "|" "Wjfobwn » i. N XBi%i,"r«,ri,.t pisImosh or mttcHi J no u "'/y t. r*<*ji«f "GteenV \ "" 8eU**t)* IL^S °!^!!SSSS Fo&tori* ""£ «tCc** jo oTiffm hi"1 «Fi»^X— — — i — ■ — ""* — n C0CR Hsmeh*srtei|HUKT I W ] WAMSH CASS ****« o *-, ° J »$L, Wabash Xagawtport Peru [______ CfeBwse-Q Kofeomo o )Huntingto ' D«catu._ 'TON o a n £ M . RUDOLPH HENRY SHELBY Sidney0 Newcastle |Hag«rsl0wn Foftwttiej m o r— ' O Shirley! I jlANCOCK I a Knights ■ ii&reerilield I WW -l 1 c )llS lRushvilleui o % FAYETTE HELBY RUSH Sft\jbyv:ii 1 ■ i Richmond (JNAYNE O ■ Cambridge Versailles DARKE Bradford^, o r °Covington GreenvilW mia* o ^ Mitton ©Troy Arcanum [_2Jjppftanoe rookville Lewtsbufg IDaytQ11 fOs Richwood < '0GAH j ^_ o Belief ontaine u, ... I, UNION qyv Liberty Q, CHAMPAIGN mtm* C*C<5MMtf« ^°*ttS5L fJNAYPit «* -lewtsourg lUSjr'V" lussorn "iPrs — ,- -"- Hffl.'tambtidfe I fcUtonM0|fc©l ©^ GREEiJ|Cedaijrt!!e I — ^TThlrful PREBLE GCJTvTERY 1 %_,&, . OJamestown in O ■ «»:,^,.chiirg w ii.afrnuron o UNION G,"nfflSSGjSu«-L- oasrt r°F™Win 3 " J 1 ° BUTLER0°MiddIetown m, . Breokvilleo Hamilton o Ne^ Clebanor "V FRANKLIN y™000 Miami ^ WAR Channel DAYTON, OHIO Lisgtoti o M0HR0E p**^ oCoiumbi Greensburg o 0ECATUR s Batesv ARBORN Clev W^"i(hc fjT//n^PHAM BRQWH A»THOL0 i l»EW 1 Z_1_J JENWSfiS S«ymSil»rti F«««J««* I WAS»«T0»I u6,,' o ' ij iJTTlT .... \P£NDL£T0 ^ rV>arjison°^^^3gir'?ALLAT7ir'"- ■■ , _A spn ^§n0 \c«»oLj>^wi«i^^ \ JLi /5&t.oErt J<««cf>«««i- socio ■ y$*HJ«o T *er \ A • i HP1 ^^& Rh_i i; JW^ *▼ rai Bat— HP ^. '.i ~^ vyJJZ — *-,. Jfr^jJ*. • ms^^^i m. vm hi Til J 3" '^^ Hj B^ L Because of the unprecedented interest in the Storer" Americana" ads and the requests for reprints both from within the industry and without, we have ordered a limited quantity and will be happy to fill further requests. Tell us if you'd like to receive copies of future ads, too, as they are published. Write or call Tom Harker. STORER BROADCASTING COMPANY WJBK • WJBK-TV WAGA • WAGATV Detroit, Mich. Atlanta, Ga. WBRC • WBRCTV WWVA WGBS Birmingham, Ala. Wheeling, W. Va. Miami, Fla. NATIONAL SALES HEADQUARTERS: TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr. 118 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1, Franklin 2-6498 WSPD • WSPD-TV Toledo, Ohio KGBS • KGBS-TV San Antonio, Texas you have a sales story to tell Southwestern Pennsylvania . . . take a look at the WJAC-TV picture — a mighty impressive panorama of extra cov- erage at no extra cost! The latest Hoopers again bear out the budget-stretching facts —WJAC-TV is Johnstown A 2-Station Market . . . and WJAC- TV is 'way out front in viewer- popularity! Pittsburgh A 4-Station Market . . . and WJAC- TV gives advertisers a real bonus audience. in Altoona A 2 -Station Market . . . and WJAC- TV stands out as a solid favorite. Buy the 1 « Call your KATZ man for full information 116 SPONSOR pjffll SPECIAL FALL FACTS REPORT THE SRO SIGNS ARE HANGING OUT EARLIER THAN USUAL Here are some of the important questions you will find answered in the pages of this report t|. Bom; can an advertiser buy into nighttime network tv? page 118 (J, What daytime periods are available? page 119 ||a Will station clearances be any easier this fall? page 120 ||B Will network tv costs be higher this fall? page 124 v|. The tiftf dilemma: Is it the advertiser's worry? page 144 y. I* hot uhf proposals will the FCC adopt? page 146 |£B W hut markets will be able to telecast network color? page 148 U. Should an advertiser buy color tv this fall? page 148 ||. What are nettvork policies on titne franchises? page 152 12 JULY 1954 117 Availabilities Q. How hard will it be to find an availability on network tv this fall? A. The SRO signs are hanging out i little earliei than usual this year. So 1. 11 .1- nighttime availabilities on \l'.( oi CBS is concerned, forgel aboul it. I here jusl i ren i an) . 1 ou < an stand in line and hope thai ma) be one oi 1 1 1 < shows will liiul the going rock) .mil be junked hut even il thai is the ii i- unlikel) thai the sponsoi will give up In- valuable time period. II you stand in line \<>u ran be sure that, .it this stage, there are alread) plent) oi guys ahead "I you. Q. Does that mean there's no chance of getting into network tv this season? A. Nol at all. \BC and Du Monl will have availabilities, though the I'M inci has been sewing up sales al night nicel) and will probabl) have a lullci sponsored lineup this fall than last. Both nl these networks generall) attract fall clients later in the summer than ( 11^ ui \B< ;. 1 hi- i- because sponsoi - n"t able to j^et into NB( oi i BS ui who don'l wanl to pa) the program costs al those two networks ui who don'l want the lineups some- times required with < IBS and NBC shows will gravitate i<> \B(' and Du Mont. Q. What are some of the avail- able periods at night on ABC and Du Mont? A. The lalesl information indicates there will be al leasl one period avail- able mi \l!< evei | night in the week except Tuesda) and Wednesday. Tak- ing one da) al a time, here's the pic- ture: Sunday : The 8:00-9:00 period (op- posite Colgate Comedy Hour ami / <)\ the quartei hour. You can al-< . bu) Dr. I.Q. al 9:30. Monday : The 9:00-9:30 slot follow- ing ' oice oj Firestone is open. You < an also bu) tin- Eastern Parkwa) \n- na boxing matches, starting at 9:30. [he) will he available in November, provided you notif) the net \>\ tin- be- ginning nl September. Otherwise, the boxing -how will be offered to \l!< affiliates mi a co-op basis, 7 hursday : \ one-hour live dramatii -how from Hollywood i- a possibilit) for the ;!:(io-,):iii) period. Program plans an- not definite hut thinking i- along tin- line- of the erstwhile IB( tlbum with -nine prestige -how- to give the program weight. Cost? In the neighborhood of $35,000. / i I'iir, : I lie net w oik i- mulling ovei an auilien e participation -how for the 9:30-10:00 slot. It'- tentativel) title.) Take l/\ '/ ord and will feature Jim- m\ Nelson and hi- puppets. I In- • "-t will he in the budget bracket, possibl) a1 out $12,500. Saturday : Except tor Saturday Might Fights sponsored b) Bayuk Cigar, Sat- urda) i- wide open. This includes Fight Talk, following the Bayuk pro- gram. Uthough the fights \ar\ in length, tin- we!' guarantees l-'io minutes ••\ oi<-«» of Firegtone" shi't from NBC Radio-TV to ABC Ra- dio-TV points up two trends: ( I ) increasing vulnerability of tv franchises as network competition reaches new heights and (2) the growing importance of ABC TV as a contender in the network battle .Vfoi'ilir/ of Garry HOOFS show from afternoon to morning on CBS TV emphasizes the web s crowded daytime lineup. Moore was moved lo mcke room for one of two half-hour P&G shows acquired by CBS from NBC. Show is half hour except Friday when it's I ' 2 hrs. 113 SPONSOR for ever) 13-week cycle. \mi can get it for the low. low price of $2,000 per show. Stork Club, which follows, will l>e available in segments. In the 8:00- 9:00 period the likelihood is a music show featuring a different name hand each week. There are a wealth of a\ ailabililies al night on Du Mont. Time clearance is heller in some periods than others. Bui with the right show you can do pretty well with clearances, as wi nsss the Bishop Sheen show and The Gold- bergs, both of which have been locked in combat with Vlilton Berle on NBC. The Bishop has been seen on what is believed to have been the largest line- up for an\ network tv show, 169 sta- tions. At latest count, The Goldbergs were on 107 stations. In addition to the unsold time on Du Mont, there is always the possibil- ity of a sponsorship cancellation at the end of the 13-week summer cycle. Best bet: check the network. Q. What about daytime availa- bilities? A. Da\ time doesn't present nearly the availabilities problem of nighttime. One possible exception is CBS. With two new P&G half-hour shows won over from NBC the CBS T\ weekdav daytime client lineup is definitely crowded, mine crowded than it has evei been. !» doesn't look like there will be any openings for advertisers to sponsor their own strips on the v ■ \ unless CBS decides to open the 5:00- 6:00 p.m. slot opposite Pinky !.<'<' and Howdy Dood) on NBC. I lowe\ er. ; dverl isers w ilJ find par- ticipation availabilities on CBS dining the day. The Morning Show (7:00 to 0:00 a.m.) is expe ted to have plenty of openings. I I ere should be a choice of announcement slots on the Bob Crosby Show and Robert Q. Leu s, both of which fall in the 2:00-4:00 p.m. period. NBC's lineup will change ■ ~ i < i r- abl\ during the summer and fall and a good part of it is available for spo t- sorship. It should be pointed out thai NBC is not planning to program be- tween noon and 3:00 p.m. This does not mean NBC will not sell this time to a client who wants it. It mean- that In network would prefej to sell the period- already programed. Here is a sampling of what's avail- able on NBC during the day: 10:30-10:45: / Time to Lite, a new soap strip, which -tailed 5 Inlv . I he plot revolves around a young widow whose husband was killed in Korea and who goes back to newspapei n porting. It originates in Chicago. Th< program pi ice is nol yet set but if oth- er NBC prices are an\ indication it will fall between $2,000 and $2,500 per program. The I 5-minu e timi I on NBC's 51 basic stations during the dav is sl L,395 gross. I l-l 2:00: Home, the "women's mag- azine of the air," is available in two ways: one-minute participations (eight to an hour i and 20-second pro lui ; news mentions. Items pro: osed for the 20-second mentions mu I I e genuinely newsworthy. Total gross ost of the one-minute announcement i- $6,202, that of the 20-second mentions i- 13,101 gross. At present the lineup consists of 12 stations covering about 86' < of all I .S. tv homes. 3:00-3:15: One Man's Family, the tv version of the 22-year-old radio se- Openiitg of Du Mont Tele-Centre was occasion for attack by Dr. Alen B. Du Mont on tv "monopoly,' which, he said, grew out of existing FCC allocation plan. (See story for Du Mont proposals on uhf.) At Dr. Du Mont's right is Ted Bergmann, DTN manager Mux lAeltmun, shown here with Belty Hutton, will produce two of the thres once-a-month color spectaculars on NBC TV this fall. The one-and a-half hour chows on Saturday, Sunday and Monday are partly NBC TV bid for dominance, partly to spark color set sales 12 JULY 1954 St'twnrli tv Comparagrttph appears this issue page 107 19 Clear amees Color: What's outlook for .v<»< growth? RCA ESTIMATES OF YEARLY PRODUCTION 1954 50,000 1955 250,000 1956 1,750,000 1957 3,000,000 1958 5,000,000 1959 6,000,000 Total 16,050,000 FORTUNE ESTIMATES OF YEARLY PRODUCTION" 200,000 1,000,000 2,500,000 4,000,000 5,300,000 5,000,000 17,800,000 RCA estimates, based on private survey of leading U.S. manufacturers of tv receivers, are for entire industry. ' "'FORTUNE magazine study was made early this year by Boni, Watkins, Moun- teer & Co., economic consultants. rial. Moved from NBC TVs morning Lineup, One Man's Fumih now leads nil a block of five soapers. Gross pro- gram cost i> s:;. ] 17 per da\ . 5:00-5:30: The half-hour strip, The Pinky Lee Show, leads into Howdy Doody. It has no network competition except for CBS TV's Barker Bill's Car- loons, a 15-minute show on twice a week. It is a niusic-plus-comedy show aimed at both children and adults. Commercial format: one-minute par- ticipations, gross price, $1,882. For the 70-station lineup covering 80' \ ol all tv homes the gross time cost is about $4,640. These are by no means the only availabilities on NBC TV daytime. Be- sides a number of other soap operas there are the popular opening and clos- ing -h< >w - cm NBC's da> time lineup, Today and Howdy Doody, respective- ly- ABC's daytime program efforts are < on< nitrated in the morning. It is the onlj t\ network programing for the 9:00-10:00 a.m. slot and it looks like it will have no competition excepl from final hour of Today in Midwest. \l'>( - -how in that period i- Una/, la-/ Club. which -tailed ,i- .i simulcast this past Beason aftei a long histor) on radio. The network had been selling the shoM on a simulcast-onl) basis bul thai pol- icy was recently dropped and the tv -how can now be bought separately. Other plans call for two soapers fol- lowing the Breakfast Club and it is possible they will be sold on a partici- pation basis. There is also some think- ing about programing in the 7:00-9:00 or 8:00-9:00 periods. Du Mont i- seeking to arouse client interest in its only day timer, the Paul Dixon Show, by expanding the station lineup, changing the format and sell- ing smaller participation periods. For- merly the show was sold 1>\ 10-minute segments. Q. Will clearances be any easier this coming fall than last fall? A. ^ e-. 1 he number of important markets with one or two stations has dwindled from last \ear. However, clearance problem- are still around. It is hard to generalize on the subject. which i- made complicated by the fact that clearances differ by hours of the da) and by network-. It i- further complicated by the varying status of uhf stations, Bince the percent of uhf conversions differs bo much. There are -till important market- which involve clearance problems and rnan\ agencies -till ha\e men traveling around the round \ tr\ing to clear time for their cli( nl- -how-. Q. Why do agency men have to travel around to clear time? Can't they pick up a telephone? A. The\ certainl] can and man\ of them do. The reason for traveling around i- simpl) that in a face-to-face discussion with the station operator on time clearances the agency men can be more persuasive than over the tele- phone. When you get right down to it. it"s just a matter of psychology. And it must work or else agency peo- ple wouldn't do it. Q. If an agency has a show on network "A" can it clear time in a problem market on network "B"? A. Acs. In his testimony before the Senate Subcommittee on Interstate and Foreign Commerce, holding hear- PercenJ of uhf sets in markets where there are: NO VHF STATIONS 1 VHF 2 VHF 3 OR MORE VHF WITHIN 1-6 MONTHS 79,0 45.6 36.2 28.2 AFTER 6 MONTHS 89.8 65.4 40.4 27.5* SOURCE: ARB. "Variation occurs because ARB does not always measure the same cities in reports and above figures are averages taken from last four vhf-uhf studies. 120 SPONSOR only KTNT-W covers ALL FIVE "A" coverage of 2 other maximum power TV sta- tions compared to "A" Contour of KTNT-TV ITS WA" CONTOUR OVER PUGET SOUND SEATTLE: Now the 17th city in the United States and is the largest city in Washington State. It is located 7 miles across Puget Sound to the east and north of KTNT-TV's new 316,000 watt trans- mitter site. Seattle residents constitute approximately one-third of KTNT-TV's market population. TACOMA: Home city of license of KTNT-TV, Tacoma is located 1 2 miles south and east of KTNT-TV's new trans- mitter. It is the dominant industrial area of Pierce County which is the second most populous county in the state. BREMERTON: Famous naval base of the Pacific Northwest, lies west of Seattle across Puget Sound. It is located in Kitsap County, the same county in which the new KTNT-TV transmitter site is located. OLYMPIA: Capital of the state, this famous early Washington settlement lies at the southern end of Puget Sound. Its beautiful government buildings are a tourist attraction for the thousands who visit the Puget Sound country each year. EVERETT: The northernmost city of "Middle Puget Sound", Everett is one of the centers of pulp and paper produc- tion in the Pacific Northwest. It has steady industrial payrolls for its people. KTNT-TV CHANNEL 11 NOW 316,000 WATTS Antenna Height, 1000 ft. above sea level CONTACT WEED TELEVISION For the SEATTLE - TACOMA - PUGET SOUND AREA "A" Contour Population Over 1,200,000 UUMONT 12 JULY 1954 121 ^L^^* U% « and PROCESSED BY MOVIELAB 'iij:^ on the ulif question, Voting I * I Chairman Rose] II. Hyde offered ><>me interesting evidence on the decree to which the i\ networks spread their pro- grams around, even where a market i- covered bj four stations. (The figures in- onl) from markets in which both uhf and \hl statio n- are on the air and an- based on the week of I U20 March, i Id example: In the Norfolk-Ports- mouth-Newporl News area VBC had I;1- hours of programing on a \lif station (a CBS affiliate) more than five hours on (.in- ulif station and a half hour on another uhl station. \ not Imi example: In Pittsburgh the Bole \hf station carried M hour- of NBC programing, 30^4 hours of CBS programing, three hour- of \\\C. pro- graming and I I hour- of Du Mont programme. FOR THE FINEST FILM PROCESSING IN THE EAST - FILM MEN WHO KNOW say "/rs momiAB" Here-at MOVIELAB . . . efficiency and perfec- tion are the rule. Producers, directors and tech- nicians have at their fingertips the very best in up-to-the-minute equipment necessary to modern FILM PROCESSING techniques. ROUND THE CLOCK SERVICES ^'^tk • Negative Developing • First Print Department I|Il • Ultra Violet & Flash Patch Track Printing - 16mm & 35mm Release Printing % • Quality Control • Title Department 22 Cutting & Editing Rooms. FOR COLOR s&to MOVIELAB FILM LABORATORIES, INC 619 West 54th Street, New York 19, N. Y. JUdson 6-0360 Q. How are network intercon- nections progressing? A. Nicely. \i the beginning of -um- niii there wen 2'>'<'> stations in 190 cilie- interconnected. Last June at the same time tin- figure was 137 stations in 91 cities. H\ the end of tlii- year, ii i- estimated bj \T\I. orders for interconnection indicate that nearK 350 stations in about 215 cities will he linked together l>\ coaxial and mi- cro-wave relax facilities. These fig- ures include private interconnections. \i present there are 31 stations in 24 cities tied into network line- 1>\ pri- vate facilities, usually micro-wave. Q. What are the problem mar- kets for clearances? A. \ lot depends on what network you are talking about. It also depends on your program. \ highl) rated -liow gets into the problem markets more easirj than one not so highly rated. It should also he pointed out thai with more and more stations on the ail the possibilitj of getting into market " V from a station in market "B i- greater, though overlap varies from market to market Some problem markets mentioned h\ admen are To- ledo. Richmond, Binghamton, New lla\eii. Baton Rouge, Pittsburgh, Char- lotte, V ('.. \\ ilmington, Del.. Tampa- St. Petersburg. This i- 1>\ no means a complete list of problem markets hut it gives some indication what the situa- tion i- like. 122 SPONSOR Q. What is the outlook for open- ing up important markets to all four networks? A. In some of the problem markets there is no relief in sight in the near future. A number of the importanl station grants are still before the FCC. In its speed-up polic) on granting eon- si ruction permits during the past 12 months, the FCC has concentrated on markets which had no television sta- tions at all and on channels for which there was no contest. Now stations are not onl\ coming on at a slower rate but the net gain in tv stations is cut down by the growing number of sta- tions. especialK uhf outlets, throwing in the towel. Last year at this time new stations were coming on the air at the rate of practically one a day. During April and May of this year about 20 made their debut. However, during the same period about 15 went off the air. all but one of them uhf stations. Q. Are some broadcast periods more difficult to clear than others? A. Yes. The clamoring for advertis- ers to get into network has. among other things, opened up the 10:30- 11:00 p.m. period at night, which is station option time. CBS got an earh foothold in these periods during the week and does not have too much trou- ble in clearing time for its clients, al- though during two nights of the week lineups total less than 35 stations. NBC, a latecomer in late evening pro- graming, is now in the process of lin- ing up stations for that period Mondav through Friday. While the network is confident it can corral satisfactory lineups, it is no secret it is having one helluva time. Among the clients af- fected are Lever Bros., whose one- hour Lux Video Theatre on Thursday runs into station option time. The show is new to NBC, having been on CBS previously. Also brought over to NBC from CBS and also scheduled for the 10:30-11:00 period is Lever's Big Town on Wednesday night. This points up the difficulty of clear- ing stations following programing changes. One of the reasons tv net- work clients go through the summer is to make sure they can hold on to their lineups. The problem is especial- ly critical with a program that is not among the top-rated shows. If a client has Lucille Ball on his side he doesnt IN RADIO! exas: CBS AND DuMONT TELEVISION NETWORKS Wickita QJalls cJelevision, Unc. COVER NORTH CAROLINA'S RICH, GROWING* "GOLDEN TRIANGLE" WITH WSJS TELEVISION CHANNEL *A 24 COUNTY MARKET WITH A POPULATION OF 1,303,700 Sales Management 1954 Survey of Buying Power) Interconnected Television Affiliate National Representative: The Headley-Reed Company have i" worry too much about getting his lineup back after a hiatus i Philip Morris, however, keeps a replacement for Lucy all summei I . \\-'i affected l»\ the clearance prob- lem on NBC during the L0:30-ll :00 p.m. slot are Chrysler, which has bought Tuesday night, and Mutual of Omaha, which has bought Friday night. NBC's programing plans on Monday after L0:30 depend on the station clearance situation. There are two reason- wh\ stations are reluctant to carry network pro- graming ilui ing the 10:30-1 1 :<>() p.m. period. One is that the) prefer selling the time Locally and keeping all the mone) rather than having the network sell it to a network advertiser and give them only part. The other reason, which reinforces the first, is that the lime period is the last half-hour of Class "A" time. It is one of the lew Class "A" periods in which the station can keep all the revenue. Despite this reluctance, advertisers can often clear good-sized networks after 10:30. CBS has cleared nearly 100 stations on Thursday night for Carter's and Toni's Place the Face. NBC has cleared nearly 100 stations for Your Hit Parade on Saturday night. These lineups, of course, are not all live. The situation is further complicated by the fact that a 10:30 p.m. show, which goes on in station option time in New York, goes on in network option time in the Midwest where the time zone is one hour be- hind Eastern time. The post-1 1:00 p.m. period has been inhabited, so far as networks are con- cerned, only by the Longines Chrono- scope, which has been clearing about 50 stations. However, there is a good possibility that NBC will put its show Tonight on the air before the end of the year. It will probably start at 11:30. NBC does not anticipate much trouble clearing the time because, for the Eastern time /one. to starl with, the time is Class "C" and the question ■ I station remuneration is not a- seri- ous as for the 10:30-11:00 period. Costs only — the color cost situation will be covered later — the answer is yes. Pro- gram costs will be up. though not sub- stantially. It must be remembered, however, that with greater audiences the program cost per home will not change and ma\ e\en go down. The average nighttime network show in May, according to Nielsen, reached about a million more home- than \la\ in L953. Time COStfl are naturally up with more home- being covered by t\ stations. There ha- been little change in the required network buys hut ad- vertisers have been expanding their optional lineups. In addition to reach- ing more home- by adding station-. advertisers spread their program costs lai audi over a larger \\ hen it comes to a participation -how. the advertiser has no control over the time costs but this is no Bource of complaint. If the advertiser the lineup doesn't tie in with hi- -ale- pattern, he simply doesn't buy the par- ticipation. Actually, the problem i- usually one of getting a- many sta- tion- a- possible, not one of dropping stations. Q. Will rising costs be a serious problem this fall? A. Despite all complaints about the cost of television, the evidence appears to be that sponsors are prepared to la\ gobs of money on the line to come out in front in the t\ network and Bales sweepstakes. The NBC color spectac- ulars are a case in point. Even if thev were not color, the spectaculars would be expensive. To a certain degree, the network tv advertiser is caught in a cost whirl- pool not of his own making. By that we mean network competition. NIK and CBS. and to a lesser extent. \l!( . have apparently come to the conclu- sion that program dominance, whether in the over-all picture or in specific lime slots, means inevitably spending lots of money. If anyone has any ideas about how to get rating- of 50 and above with low-cosl -how-, the adver- tising world i- -me to heat a path to his door. Q. How can the advertiser with a small budget get into network Q. Will network tv costs be high- tv? er this fall? A. There are still low-COSl -how- on A. Talking about black-and-white [Please turn to page 112' 124 SPONSOR $2,600 TWA Trip Around The World IT COVERS Mt. Washington's more-than-a- mile high TV station covers most of the three states of Maine, New Hampshire, and Vermont like a coat of paint. OntheairinAugust. CBS-ABC Use America's only "3-state one-station TV net- work" and — in just 8 weeks of a one hour weekly program — you can save the cost of a 3 weeks trip (all expenses paid) around the world with TWA. Mt. Washington TV Inc. WMTW Represented nationally by HARRINGTON, RIGHTER & PARSONS, Inc. IT UNCOVERS Reaches virtually all the families local TV stations do and thou- sands of families they cannot reach. Yet average time costs run 54% less than the combined cost of the three TV stations giving next best coverage. Channel 8 12 JULY 1954 125 WHICH WAY IN? How to make the most memorable impression on the human mind is the subject of a now classic debate among the advocates of mass advertising media. It started with the advent of radio and the thesis that the living voice best moved men to action because it could tell your story with human persuasiveness, give it the precise emphasis your message required, and make every line a headline. The partisans of the printed page have cited arguments as old as Confucius and held that in addition to the authority of the printed word, the use of pictures could arrest, clarify, evoke a mood and a desire to buy that the spoken word alone could never achieve. Since the appearance of television, the debate seems somewhat academic. We'd like to participate in it, but nobody wants to listen. For we've never found anyone who doubted television's impact . . . even before it began. It was obvious at once that television makes the strongest impression. But it was not so certain to make it with comparable economy. Yet television already wins larger audiences than any other mass medium. And it already reaches more people per dollar than printed media. To deliver the same total circulation today, television costs half as much as a group of magazines and a quarter as much as a group of newspapers. And in all television, the network with the lowest cost per thousand is CBS Television — 20% lower than the second network. Advertisers, convinced that the eye and ear work best together, seem to have settled the debate with some finality. In the first four months of 1954, they made a greater investment in the facilities of CBS Television than in any broadcasting network or national magazine. CBS TELEVISION /low North Carolina's Most Powerful Station WNAO-TV RALEIGH, NORTH CAROLINA operating on 182,000 WATTS affiliated and interconnected with CBS • NBC • ABC • DuMont and WNAO AM b FM *850 KC — 5,000 WATTS — 10,000 WATTS Represented Nationally by AVERY-KNODEL, I NC. Sir Walter Television Company Licensee WNAO-AM-FM-TV 128 SPONSOR Herewith is the second Ana Survej made hy Pulse. Inc. for \\ 1 1 1 > 1 1 . Conducted just 12 months after the first survey, it veriln - the dominant position \\ 111)11 holds in the \iu England market and brings to 16,400 the number of personal interviews made during the months of January 1953 and 1954. Substantial sampling is a basic require- ment of sound research. Too much of to- day's information on radio and tv is de- rived from an inadequate base, and upon these questionable data, decisions are made disposing of millions of dollars in adver- tising revenue. WHDH believes the industry should take stock of the careless manner in which its great force for reaching people is being reported. While the over-all audience in- creases, research companies confine their principal effort to an area that fails to reflect this expansion — listeners in the home; and with the advent of multiple-set listening beyond the living room, there are fewT organizations who can accurately re- port the true dimensions of this audience. No other medium is so penalized. News- papers and magazines sell their total cir- culation. Radio seldom gets credit for more than a fraction of its true worth. Why not measure the total audience at all times? We do not contend that the following measures the total listening in the area covered — but we feel it is a step in the right direction. All facts and figures are derived from listening both in and out of the home. It is our opinion that presently Pulse, Inc. is the only organization whose methods of research accommodate this type of reporting — and we have earnestly so- licited their consideration of extending the method to their regular reporting in all cities. Valued opinions have estimated that in the near future up to 50% of radio's listening will be done outside the home. Since these are the same people who a few years ago were listening in the living room, we ought to vote them back into the club. After all. they're still being motivated by radio's great advertising force. Tin* answers to certain major questions were dia overed in the first -urve\ of the 25-countv WHDH coverage area made in Januars L953. It was the first true, total area survey ever made ami included both at-home and out-of-home ratings. The survey showed that the listening habits of people in the 20-counties outside the city area differed from those of the 5-eounty city area. It showed that listeners-per-hundred sets differed in the two areas; that WHDH's city ratings were project able to the total area whereas those of network affiliates were not protectable. I In- report for January 1954 has verified those 1053 conclusions. In addition to this verification, certain other information has been derived which should be of interest to anyone concerned with the medium of AM radio. Among these are: 1. Difference in audience composition between at-home and out-of-home listening. 2. How audience composition varies when the total audience is counted. 3. Facts about the cumulative unduplicated weekly audience of WHDH and local programs of network affiliates. 4. The continually-growing importance of out-of-home listening. % V5 COUNTY OF INTERVIEWS & POPULATION \l VINE Cumberland Knox Lincoln Sagadahoc York 3 lA 2 MASSACHUSETTS Barn-table Bristol Dukes ' Essex ' Middlesex Nantucket • Norfolk • Plymouth 'Suffolk Worcester 1 8 % 10 21 to 8 4 18 2 NEW II VMPSHIRE Belknap Hillsboro Merrimack Rockingham Strafford to 3 1 1 1 RHODE ISLAND Bristol Kent Vwport Providence Washington 1 1 11 '■-■ TOTAL ioo The list of counties to the left are those in the WHDH coverage area. Those which are asterisked are in the Boston City area which is part of the total area. The total area encloses 1,440,080 radio homes. This total 25-county area is the most important area of the four New England states of Maine, New Hampshire. Massachusetts and Rhode Island. It represents 71 ' , of the population of the four states, according to the 1950 U. S. Census. It represents 81% of the retail sales of those four states, ac- cording to Standard Rate and Data Consumer Markets. 1954. (Thi- represents an increase over the figure of 73', in last v ear's report.) The people in this area, according to Consumer Mar- kets, bought six and a third billion dollars worth of retail goods in 1953. ( An increase of 1 billion dollars over the figure of five and a third billion dollars in last \ ear's report. I Therefore we believe that the following compari- sons between radio station- in this area is of im- portance !<• all buyers of radio time. RATINGS OF PULSE OF TOTAL AREA Jan. 1954 MONDAY-SATI RDAY MAJOR • AT HOME ON BOSTON STATI VS. PULSE Jan. I.Y • 6:00 AM-I2:0O MIDNIGHT ONS CITY AREA -Feb. 1954 AREA ■ TOTAL NETWORK A H NETWORK B AM 6 8 10 1 2 2 4 6 8 10 1 8 10 12 2 4 6 8 10 12 PM NETWORK C 6- NETWORK D AM 6 8 10 12 2 8 10 1 2 WHDH This second report of the 25-rounty area again shows that the city ratings of V HDH arc indicative of its area ratings, and that the city ratings of network affiliates are not projectahle to the total area. Again the unduplirated programming of W HUH provides it with a dominant position, while the encroachment of other network affili- ates reduces the effectiveness of the Boston stations in the total area. In this survey* listening was reported to 51 radio stations. 24 of these are independent stations and 27 are network affiliates. Following is a list of network stations— outside of Boston— to which listening was reported in the area: CBS Maine WGAN.P0rtl.11,. I ABC Maine WI.AM-Lewiston YANKEE- MBS Maine WIDE-Biddeford WPOR-Portland tD \ew Hampshire WMUR-Manchester — 5 wTSV-Claremont a Massachusetts WORC-Worcester __ WSAR-Fall River Rhode Island — 2 WPJB-Provide.ice _1 NBC W CSH-Portland, Me. Ratine W JAR-Providence, R. I. \eu- Hampshire \\ FEA- Manchester WKXI.-Concord Massachusetts \\T\C-W orcestcr Rhode Island WPRO-Providenrc Nik llampshir WHEB-Portsrn ith Massachusetts WAAB-Worcester WALE-Fall River WLLH-I.owell d NBH-New Bedford WOCH.« est Yarmouth Rhode Island W E W-Providence W » O.N-VV oonsocket \y^^/ 4 NETWORK STATION! ^^ >^^ PULSE OF AREA-MONDAY THRU SATURD, 6.00 AM- 12:00 Midnight • Jan. 1954 liy Quarter Hour Total Hating* lETWORK STATIONS WHDH VS. WBZ AM 6 8 lO 12 2 4 6 8 10 12 PM WHDH VS. WEEI AM 6 8 lO 12 2 4 6 8 lO 12 PM WHDH VS. WNAC AM 6 8 lO 12 2 4 6 8 10 12 pm WHDH VS. WVDA AM 6 8 10 12 2 4 6 8 10 12 PM 6:00 AM 6:15 6:30 6:45 7*0 7:15 7:30 7:45 8:00 8 15 8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:00 11:15 11:30 1 1 .45 12:00 12:15 12:30 12:45 1 :00 PM 1:15 1:30 1:45 2:00 2:15 2:30 2:45 3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00 8:15 8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:00 11:15 11 30 11:45 W MOM AB2 AH i WNAC DA .9 .4 .6 .3 .1 1.0 5 1.0 .4 .2 1.1 8 .9 .8 .3 1.9 1.0 1.7 .9 .5 3.4 16 3.1 1.2 .7 38 2.0 3 3 1.4 .7 48 3 1 4.1 1.4 .7 4 8 3 0 3 9 1.7 1.2 4.7 3 0 4.7 2.7 1.1 45 2 4 3 7 2 4 10 4.9 2.4 3.7 22 .9 51 2.4 3 9 17 .9 48 2.0 42 3 2 29 52 1.8 4.1 2.7 2.9 4.8 1.4 3.7 30 29 50 1.5 3 6 2.9 30 53 2.1 58 2 3 2.3 5.4 2.1 6.0 1.7 2.2 5.4 3 0 53 17 2.3 55 2.6 5.5 1.4 2.3 5 3 2.7 56 15 15 5 1 2.4 59 15 16 56 18 59 20 1.6 52 1.8 6.1 2.0 1.7 46 20 59 1.7 1.0 4.5 1.6 6.1 1.6 1.2 3.8 12 57 1.6 1.3 3.2 1.3 6.0 2.2 1.1 3.2 1.4 52 2 8 1.1 29 1.4 55 2.3 1.1 3.4 15 59 1.9 1.2 3.4 1.6 57 2.0 1.2 3.5 1.6 5.2 1.6 1.0 3.9 1.5 52 15 1.0 4.3 1.5 4.6 1.1 .9 4.3 1.7 4.0 1.0 1.1 4.3 2.5 3 2 1.3 .9 4.5 2 9 3.3 1.1 .8 48 3 3 3.0 1.3 1.0 4.9 36 30 1.4 1.1 4.7 3.7 2.6 1.3 1.1 55 3.7 2.7 1.4 1.1 5.9 3.7 3.1 1.6 1.3 6.4 3.9 3.3 16 1.2 6.1 4.0 25 18 1.2 5.9 3.7 2.4 18 1.3 6 3 3 5 3.3 17 1.2 6.2 3 3 3.1 1.7 1.0 6.0 2.8 3.7 2 8 1.4 6.1 2.9 35 2.3 1.4 59 2.9 3.3 30 16 5.6 3.7 4.6 2.7 1.3 4.3 18 3 2 26 1.4 4.2 1.8 3 6 2.5 1.3 4.3 25 3.4 2.7 1.7 !In this second area report, the dominant stations continue to maintain their relative positions. Here is the comparison of average quarter-hour ratings. 6 a.m. midnight, Monday through Sat- urday, 1953 vs. 1954: Station J 953 195 t WBZ 2.53 2.32 WFEI 3.99 3.91 \\ mm 1.23 t.30 u \ w l.<.(> 1.90 WVDA OiKtrtiT Hour Total Ratings •NETWORK STATIONS WHDH VS. WBZ yvJV/vVu^A^^ AM 6 8 10 12 2 4 6 S\ 10 9 8 7 6 5 4 3 2 1 tO t2 PM WHDH VS. WEEI -10 - 9 - 8 - 7 - 6 - 1 AM 6 8 lO 12 2 4 6 8 lO 12 PM WHDH VS. WNAC AM 6 8 lO 12 2 4 6 Hv 8 lO 12 .- lO - 9 - 3 - 2 - 1 PM - io WH DH VS. WV DA - 9 - 8 - 7 - 6 - 5 - 4 - 3 I * 7V7 > -w \S rw\ > W - 2 - 1 AM 6 8 lO 12 2 4 6 8 10 12 PM AUDIENCE COMPOSITION MEN LISTENERS VS. WOMEN LISTENERS 1/ //../in • Out -of -Home • Total Audience 61OC wi-12 <>o MIDNIGHT • MOMMY-SATURDAY — — — — MEN LISTENERS WOMEN LISTENERS AT HOME 100 -90 80 70 -60 -50 40 -30 20 6 — 7—8 — 9 — IO — 11 — 12 — 1 — 2 3 — 4 — 5 — 6 — 7 — 8 — 9 — IO — 1 1 — 12 OUT OF HOME -100 - 90 -SO ■ 70 -60 50 40 30 20 6— 7—8— 9 — 10-11 — 12 — 1 — 2— 3 — 4 — 5 — 6— 7 — 8— 9 — 10 — 11—12 ^^^^^ 90 80 -70 60 SO 1 rOTA L 40 30 6 — 7 - 8 — J I IO—1 1 —12 — 1 - 2 — a — A - € . — 7 — C 1 — 9 — IO - 1 1 - 12 HOW AUDIENCE COMPOSITION VARIES WHEN THE TOTAL AUDIENCE IS COUNTED In order to analyze the audience composition fully, total audience composition and the total audience Pulse broke the survey down into 3 parts . . . at-home, composition of all other stations. First, here is the out-of-home. and total audience. The total audience three-way breakdown of all stations at-home, out-of- was broken down further into two parts, the WHDH home, and total audience. AUDIENCE COMPOSITION TOTAL AREA Comparison Between At-Home, Out-Of-Home and Total Audience Composition 6:00 AM-12:00 MIDNIGHT • MONDAY THROUGH FRIDAY AT-HOME MEN TIME MEN WOM TEEN CHILD TOT 6 AM 73 86 9 5 173 7 71 86 16 9 182 8 45 93 11 14 163 9 34 92 9 10 145 10 24 96 7 11 138 11 22 95 7 11 135 12 N 28 93 11 15 147 1 PM 25 91 6 14 136 2 24 93 12 12 141 3 27 91 10 14 142 4 34 90 15 11 150 5 39 84 16 16 155 6 74 89 14 16 193 7 78 84 12 11 185 8 77 86 12 9 184 9 80 85 11 6 182 10 81 86 10 5 182 11 79 74 5 158 OUT-OF-HOME WOM TEEN CHILD TOT 33 5 129 42 11 3 150 49 9 7 152 39 6 5 134 48 4 9 135 58 6 10 138 41 11 13 139 44 4 9 131 40 7 11 134 38 9 9 132 35 11 8 137 36 13 4 151 34 11 6 142 49 11 8 155 57 13 6 157 56 9 3 157 51 7 2 146 39 8 1 134 TOTAL AUD ENCE MEN WOM TEEN CHILD TOT 76.5 77.5 7.5 3.5 165.0 75.0 78.5 15.5 8.0 177.0 53.0 83.0 10.5 12.5 159.0 42.0 83.5 8.5 9.0 143.0 31.0 88.5 6.5 10.0 136.0 27.5 91.0 7.0 95 135.0 38.5 86.0 10.0 15.0 149.5 31.5 85.0 5.5 13.0 135.0 31.5 85.0 11.0 12.0 139.5 34.5 82.0 9.5 13.0 139.0 43.5 80.0 13.5 10.5 147.5 51.0 74.0 15.0 13.5 153.5 78.5 78.5 14.0 14.0 185.0 79.0 77.5 11.5 10.5 178.5 77.0 81.0 12 0 85 178.5 80.0 79.5 11.0 5.5 176.0 81.5 79.5 9.5 4.5 1750 80.0 68.0 5.0 0.5 153.5 It must be remembered that altough the total audi- ence composition is numerically less than that of the at-home audience composition, the greater number of homes using radio — 20% — increases the tptal number of listeners. Here is how the out-of-home audience tends to bal- ance the at-home audience. In the period 6-7 AM. Monday through Friday, the audience composition is as follows in all three categories: MEN WOMEN TEEN CHILDREN TOTAL LISTENERS PER 100 SETS At-Home Out.of.Home Total Audience 73 86 9 5 173 91 33 3 129 76 77 8 4 165 The period from 7-8 AM is about the same. After eight in the morning the male at-home audience de- creases considerably. However, the male out-of-home listening is fairly high. This out-of-home listening increases the number of men by 20% in the total audience composition. The fewer number of women listening out-of-home decreases the number of women listeners per hundred sets in total audience composi- tion. For example, here is the audience composition from 10-11 AM. It will be noted that the out-of-home listen- ing is responsible for a 29% increase in men, and an 8V3% decrease in women listeners per hundred sets in the total audience. LISTENERS PER 100 MEN WOMEN TEEN CHILDREN TOTAL SETS At-Home 24 96 7 Out-of-Home 74 48 4 Total Audience 31 88 7 At six o'clock at night the audience composition again tends to balance out in total audience, due to the out-of-home listeners. After 6 PM the number of men listeners is dominant with the highest male audience from 10-12 midnight. The 6-7 PM audience compo- sition is as follows: 1 138 9 13S O 136 LISTENERS PER 100 SETS At-Home Oul-of-Home , Total Audience MEN WOMEN TEEN CHILDREN TOTAL 74 89 14 16 193 91 34 11 6 142 78.3 78.3 14 14 185 From this information, the influence of the out-of- home listening on the total audience composition can be easily seen. AUDIENCE COMPOSITION WHDH VS. ALL OTHER STATIONS A VJ MONDAY- FRIDAY i,. •t hour neriot It N u "i hi r ../ perMont per loo hon iej Ulfnlrtg TOTAL AUDIENCE i t.hom <• and ,ut-„l-h tune m linn MEN WOM TUN CHILD TOT 6 00 AM 74 74 5 153 6 30 79 90 7 3 179 7 00 79 77 19 6 181 7 30 80 83 19 5 187 8 00 61 81 17 10 169 8 30 59 84 12 10 165 9 00 49 80 10 8 147 9 30 39 90 6 6 141 10 00 36 91 7 9 143 10 30 35 90 9 9 143 11 00 34 93 9 9 145 11 30 32 92 9 9 142 12 NOON 35 88 10 10 143 12:30 PM 40 86 6 8 140 1:00 34 89 5 9 137 1:30 33 85 8 11 137 2:00 32 91 14 9 146 2:30 35 86 14 9 144 3:00 35 87 13 8 143 3:30 40 86 14 10 150 4 00 48 80 17 8 153 4:30 54 82 14 7 157 5:00 59 80 15 9 163 5:30 59 81 18 10 168 6:00 81 77 16 13 187 6:30 82 82 17 12 193 7:00 83 75 18 9 185 7:30 81 80 13 8 182 8:00 80 84 11 7 182 8:30 82 84 11 7 184 9:00 83 83 14 4 184 9:30 83 82 12 3 180 10:00 85 80 9 3 177 10:30 85 82 9 2 178 11:00 83 67 7 157 11:30 83 69 5 157 SATURDAY by 1 g httur /" f M<(/ - Sumb er of ficriom ja-r IOO hornet lisitninn TOTAL AUDIENCE it-home unit imt'ttj- home Ullllll MEN WOM TEEN CHILD TOT 6:00 AM 89 56 145 6:30 85 69 8 8 170 7 00 83 78 11 6 178 7:30 83 79 13 4 179 8:00 73 76 15 6 170 8:30 68 84 13 5 170 9:00 61 83 10 12 166 9:30 57 87 Ij 9 166 10:00 48 82 17 13 160 10:30 44 81 18 10 153 11:00 45 82 21 8 156 11:30 45 81 19 8 153 12 NOON 52 86 18 10 166 12:30 PM 54 80 12 12 158 1:00 57 83 17 9 166 1:30 52 87 16 6 161 2:00 70 87 17 7 181 2:30 77 83 19 4 183 3:00 80 85 18 5 188 3.30 83 85 15 7 190 4:00 73 78 11 7 169 4:30 74 76 15 7 172 5 00 75 75 15 6 171 5:30 75 75 16 5 171 6:00 77 83 13 6 179 6:30 73 87 13 7 180 7:00 81 90 7 7 185 7:30 78 88 10 7 183 8 00 76 87 16 5 184 8:30 81 «4 19 3 187 9:00 75 89 11 4 179 9:30 88 74 9 3 174 10:00 92 79 8 3 182 10:30 92 75 8 3 178 11:00 89 75 7 171 11:30 91 64 5 160 SUNDAY by 1 £ hour period • Sumbm ol I • r *••" • per 100 hornet litt en i '« TOTAL AUDIENCE ii • home tintl . ut-of-k itrnr u HDH TIME MEN WOM TEEN CHILD TOT 7:00 AM 7:30 67 6~7 134 8 00 30 50 10 50 140 8 30 39 50 6 50 145 9:00 72 76 14 17 179 9:30 74 80 17 14 185 10:00 80 80 17 7 184 10 30 81 88 17 7 193 11:00 82 84 14 7 187 11 :30 81 81 12 9 183 12 NOON 80 77 12 9 178 12:30 PM 79 84 11 5 179 1:00 74 83 11 6 174 1:30 71 87 10 6 174 2 00 74 81 13 6 174 2:30 74 82 12 6 174 3:00 76 84 8 4 172 3:30 81 76 10 5 172 4:00 76 90 17 10 193 4:30 71 86 14 6 177 5:00 72 83 14 6 175 5:30 72 85 15 5 177 6:00 70 84 19 5 178 6:30 71 77 16 6 170 7:00 83 67 8 8 166 7:30 60 60 20 140 8:00 75 75 25 25 200 8:30 80 80 20 180 9:00 73 82 18 9 182 9:30 81 67 10 5 163 10:00 86 66 7 159 10:30 90 70 5 165 ' 11:00 88 69 6 163 11:30 89 67 156 \U OTHER si moN« TIME MEN WOM TEEN CHILD TOT 1 6:00 AM 81 73 4 2 160 6:30 72 81 11 6 170 7 00 74 76 14 8 172 7:30 73 79 15 9 176 8 00 56 82 11 14 163 8:30 49 87 8 13 157 9:00 44 81 9 9 143 9:30 40 85 9 10 144 10:00 31 89 7 10 137 10:30 30 88 6 11 135 11:00 26 91 7 9 133 11 :30 28 89 7 10 134 12 NOON 36 82 12 17 147 12 30 PM 42 90 10 15 157 1:00 32 85 5 14 136 1:30 30 85 6 14 135 2:00 30 86 11 12 139 2:30 32 84 11 13 140 3.00 34 82 8 13 137 3:30 35 81 10 15 141 4:00 39 82 14 11 146 4 30 44 77 14 12 147 5 00 46 73 15 14 148 5:30 51 71 15 16 153 6:00 74 79 13 14 180 6:30 83 78 13 14 188 7:00 80 78 11 11 180 7 30 78 77 11 10 176 8 00 76 82 14 9 181 8:30 77 80 11 9 177 9.00 78 81 12 7 178 Q-30 17 R 165 2 30 76 72 13 8 169 3 00 76 81 14 11 182 3:30 81 77 15 10 183 4:00 69 84 11 12 176 4:30 76 74 10 12 172 5 00 74 78 11 9 172 5:30 82 80 10 11 183 6 00 75 80 15 10 180 6 30 73 81 12 10 176 7 00 79 8^ 12 10 184 7 30 78 88 12 6 184 8 00 73 86 8 4 171 8 30 72 86 8 6 172 9 00 75 73 8 3 159 9 30 75 67 7 1 150 10:00 76 78 4 158 10:30 82 69 3 154 1 1 00 79 73 2 154 11:30 87 60 4 151 Cumulative ratings for net- work programs generally have been available for some time. For the interest of the local and spot advertiser, similar in- formation now has been de- rived with respect to local programming. Because local programs vary so greatly in length (from 15 minutes to 3 hours daily), "cumulative" rating compari- sons should be confined to programs within the same time category i.e., two hour pro- grams, with 2 hour programs, etc. There appears to be one exception to this rule. From the figures compiled in this survey on local programming, there seems to be little dif- ference in the turn-over factor between 15-minute programs and 30-minute programs. CUMULATIVE WEEKLY AUDIENCE WHDH AREA SURVEY it II, mi, and Out-of-Home MONDAY THROUGH FRIDAY • JANUARY, 1954 AVG. WHDH PROGRAM TIME Va HR. LOW HIGH WEEKLY Ray Dorev Show 6:00- 9:0O AM 3.6 .9 5.2 29.4 Ken'f Hill 9:(H>- 9:30 AM 5.0 4.8 5.2 12.9 Christine Evans 9:30-10:00 AM 4.8 4.7 4.8 8.8 Carnival of Music 10:00-12:00 Noon 4.9 4.6 S.l 19.9 Kin:: Crosby 12:00-12 :30 PM 4.2 4.1 4.3 11.7 Kami and Food 12:30- 1:00 PM 3.2 2.9 3.4 8.2 ken and Caroline 1 :00. 1 in PM 2.8 2.7 2.9 7.5 Stumpus 1 :3(>- 2:00 PM 3.3 3.3 3.3 8.8 2 « 8 Dal.' 2:00- 4:00 PM 4.2 3.5 4.7 18.7 Boston It.illi ....in 1 :0O- 6 :O0 PM 5.8 4.5 6.S 27.2 New] and Sports 6 :0O. 6:15 PM 5.9 14.7 Itins Crush, 6 : 15- 6:30 PM 6.1 15.8 Sports Curt Gowdy 6:30- 6:45 PM 3.9 14.2 Hour of Stars 6 i IS- 8:00 PM 4.3 3.9 5.6 17.7 2 « 8 Date H 00.10:00 PM 3.6 3.5 3.8 17.6 Guy Lombardo 10: 15-10:30 PM 3.5 7.1 Cloud Club I0:30-Mldnls l.l 3.0 2.4 3.6 16.9 News, Weather. Sport* 1 1 :<)0-l 1:13 PM 3.3 AVG. 9.4 OTHER PROGRAMS TIME Va HR. LOW HIGH WEEKLY Carl de Suae WBZ 6:30- 9:30 AM 2.1 .8 3.1 14.6 Bcantovln Var. WEEI 8:30- 9:30 AM 4.1 3.8 4.3 12.7 Mother Parker W EEI 9:30- 9:45 AM 3.9 10.9 Nancy Dixon will <>: 15-10:00 AM 3.8 10.7 Home Forum tt 11/ '» :30-10:00 \M 1.4 1.3 1.5 5.9 News, G. Howard WBZ 6 :00- 6:15 PM 3.0 8.1 N.-.s. A. Jackson WEEI 6 ;00- 6:15 PM 4.1 10.3 News WNAC 6 :00- 6:15 PM 2.9 6.8 Sports. Leo Egan WBZ 6:15- 6:30 PM 3.0 6.7 Sports Roundup WNAC 6:15- 6:30 PM 2.4 5.9 Sports, F. Cusick WEEI 6:30- 6:45 PM 3.4 8.2 THE UNDCPLICATED AUDIENCE OF BLOCK PROGRAMMING From the above tabulation it is evident that WHDH's The accompanying graph shows the comparison be- block programming reaches a sizable portion of the tween the Ray Dorey Show over WHDH from 6:00 to radio audience. Taking the 1.440.080 radio homes in 9:00 AM and the Cari deSuze show over WBZ from the WHDH area, and projecting the cumulative undu- 6:30 to 9:30 AM. These two programs are both three plicated weekly ratings of block programs of over one hours in length and both are disc jockey programs, hour in length, we find the number of radio homes which listen one or more times a week to WHDH programs. TIME 6-9 AM 10-12 Noon 2-4 PM 4-6 PM 6:45-8 PM 8-10 PM PROGRAM Ray Dorey Show Carnival of Music 2*8 Dale Boston Ballroom Dour of Stars 2 & 8 Date l MHJPLI- CATF.D WEEKLY RATING 29.4 19.9 18.7 27.2 17.7 17.6 16.9 NO. RADIO HOMES PER WEEK 423,383 286.575 269.294 391,701 254,894 253,454 243,373 10:30-12 Mid Cloud Club From the above figures, it is evident that one WHDH program is heard one or more times a week. Monday through Friday, by 423.383 radio homes in the area. We believe we could arrive at a much higher number of the radio homes that li-ten to WHDH one or more times a week if we had de>igned the survey as a popu- larity contest. However, such was not our purpose. We wished to discover facts about radio listening that Would be important to the medium as a whole as well as to ourselves. 2 9.4 UNDUPL1CATED WEEKLY RATING 2.1 3.6 AVERAGE Vi HR. RATING R\^ DOREY W 1IDH 6-9 AM VS CARL DE SLZE WBZ 6:30-9:30 AM THK I NDL PLICATED AUDIENCE OF NEWS AM) SPORTS PROGRAMS Newa and -|t(»rl- program! ..f W HDH and the network affiliates art- comparable. We have compared tin- 6 o'clock news, and the -port-, programs which an- of fifteen minutes duration and run either from 6:15 to 6:30 I'M or from between 6:30 and 6:45 P.M. « EEKLY CI Ml I.ATIVE RATING POINTS (S Timr. V>. ', llr. Riling) STATION NX 111)11 WEE1 WBZ WW! AY. '« UK. RATING 5.9 4.1 3.0 2.9 I NDI PI I. < \teu WEEKLY RAIINf. 14.7 10.3 8.1 6.8 TOTAI R\l)IO HOMES PER » IKK 211,771 148,328 I 1 6,646 97,923 The accompanying bar-graph show- the comparison between new- programs on the four stations. WHDH <«t.->. i,> ^ EEI (6 :. •10.1.1 > WBZ (f) : 11..IO) w \\<: i« i. -...km The graph of sport- programs would approximate that of the news programs. I ndi PLICATED WEEKLY K VMM. 5.9 14.2 204,491 3.4 8.2 1 1 8,086 AVERACI 3.0 6.7 96,483 \ lll(. K \ I INC 2.4 5.9 84,964 We should like to make a comparison of the "2 & 8 Date". This is a four-hour program, divided into two parts: one part in the afternoon from 2-4 P.M. the other part in the evening from 8-10 PM. The program shows up as follows: UNDUPLI- CATED TOTAI. RADIO AV. 'A HR. WEEKLY HOMES PER RATING RATING WEEK 4.2 18.7 269,294 3.6 17.6 253,454 Afternoon 2-4 PM Evening 8-10 PM It can be seen from this that the program reaches al- most as many unduplicated listeners in the evening hours as it does in the afternoon hours. And in the evening time from eight to ten, "2 to 8 Date" is faced with the toughest network and television competition in the area. There follows a graph illustrating the comparison : AFTERNOON 2-1 PM the continually-growing importance of the olt-ofhome audience Back in January 1948. little importance was attached to the OUt-of-home audience. It was not until the sum- mer of 1948 that WHDH did its first OUt-of-home sur- vey. The Pulse of Boston Average *4 Hour Homes Using Radio figure in January-February 1948 was 23.0 for the entire week. The January 1951 WHDH Area Survey s|i.,\\s a total average sets in u-.- seven days a week t<> be 23.76. If the out-of-home audience wen- to be discounted, the Homes Using Radio figure would be only 19.47, or 18*^ of the total audience would !><• dis- counted. Or. as is shown on the following table, many thousands of listeners would not be counted. The tabulation for Sunday through Saturday is broken down into three periods — 6 AM-12 Noon, 12 Noon-6 P.M. 6 PM-12 Midnight. AT-HOME OUT-OF-HOME A, homcf 1 i>Mirr« Tntal Total uoirix prrlOO ll-trn- Timr li-trn- radio ,r|s « r* rr- 1H..1I 1.1H 121. Hit 6 AM-12 N 79.273 21.11 1.11 lr.H.72.1 12 N-6 PM 91. .129 19.19 1HO 195,0*9 6 PM-12 M 8<..2.17 I.i.lrnrr, I.....,,. per u»injt llto.rl. radio IS9 3.91 I t<) t.S3 119 I CP2 RATING POINTS— PROJECTED TO RADIO HOMES BASED ON 1,440,080 IN WHDH AREA AND COST PER THOUSAND PER SPOT ANNOUNCEMENTS AS INDICATED PROJECTED ■H RATING TO RADIO POINTS HOMES SIS 8SO 922 *■£<> »ao 1 0 14,400 1.04 138 152 1.80 2.08 3.12 3.47 1.1 15,840 .94 126 1.39 1.64 198 2 82 3.15 1.2 17,280 .87 1,15 1.27 1.50 1.74 2 61 2.89 1.3 18,720 .80 106 1.17 1.38 160 2.40 2.67 1.4 20,160 .74 .99 1.09 1.28 148 2.22 2.48 1.5 21,600 .69 -92 1.01 1.20 1.38 2.07 231 1.6 23,040 .65 -87 .95 1.12 1.30 1.95 2.17 1.7 24,480 .61 81 .89 1.06 1.22 1.83 2.04 1.8 25,920 .57 77 84 1.00 1.14 1.71 1.95 1.9 27,360 .54 73 80 .95 1.08 1.62 L82 2.0 28.800 .52 69 .76 .90 1.04 156 1.73 2.1 30,240 .49 66 .72 .85 .98 1.47 1.65 2.2 31,680 .47 -63 .69 .82 .94 1.41 1.58 2.3 33.120 .45 -60 .66 .78 .90 1.35 1.50 2.4 34.560 .43 58 .63 .75 .86 1.29 1.44 2.5 36,000 .41 55 .60 .72 .82 1.23 1.38 2.6 37,440 .40 -53 58 69 .80 1.20 1.33 2.7 38,880 .38 51 .56 .66 .76 1.14 1.28 2.8 40,320 .37 -49 .54 .64 .74 1.11 1.24 2.9 41,760 .35 .47 .52 .62 70 1.07 1.19 3.0 43,200 .34 -46 .50 .60 .69 1.04 1:15 3.1 44,640 .33 .44 .49 .58 .66 .99 1.12 3.2 46.08P .33 43 .47 .56 65 .97 1.08 3.3 47,520 .31 -42 .46 .54 .62 .94 1.05 3.4 48,960 .30 .42 .44 .53 .61 .91 1.02 35 50,400 .29 39 .43 .51 .58 .87 .99 3.6 51,840 .28 38 .42 .50 .57 .85 .96 3.7 53,280 .28 .37 .41 .48 .56 .84 .93 3.8 54,720 .27 -36 .40 .47 .54 .81 .91 3.9 56,160 .26 -35 .39 .46 .53 .80 .89 4.0 57,600 .26 .34 .38 .45 .52 .78 .86 4.1 59,040 .25 -33 .37 .44 .50 .75 .84 4.2 60,480 .24 .33 .36 .43 .49 .73 .82 4.3 61,920 .24 -32 .35 .42 .48 .72 .80 4.4 63,360 .23 -31 .34 .41 .47 .70 .79 4.5 64,800 .23 -30 .33 .40 .46 .69 .77 4.6 66,240 .22 -30 .33 .39 .45 .67 .75 4.7 67,680 .22 -29 .32 .38 44 .66 .73 4.8 69,120 .21 29 .31 .37 43 .64 .72 4.9 70,560 .21 28 .31 .36 .42 .63 .70 5.0 72,000 .20 -27 .30 .36 .41 62 .69 5.1 73,440 .20 -27 .29 .35 .40 .61 .68 5.2 74,880 .20 26 .29 .34 .40 60 .66 53 76.320 .19 .26 .28 .34 .39 58 .65 5.4 77.760 .19 -25 .28 .33 .38 57 .64 5.5 79,200 .18 -25 .27 .32 .37 56 63 5.6 80,640 .18 -24 .27 .32 .37 55 .61 5.7 82,080 .18 24 .26 .31 .36 54 .60 58 83,520 .17 -23 .26 .31 .35 .52 .59 59 84,960 17 .23 .25 .30 .35 .52 .59 6.0 86,400 .17 -23 .25 .50 .34 .52 58 .. 6.1 87.840 .17 -22 .25 .29 .34 .51 .56 / ' J 6.2 89,280 .16 -22 .24 .29 .33 .49 .56 . s "£ 6.3 90.720 .16 .22 .24 .28 .32 .49 55 [ 6.4 92,160 .16 -21 .23 .28 .32 .48 .54 I . f 6.5 93,600 .16 .21 23 .27 .32 .48 .53 y ^ 6.6 95,040 15 -21 23 .27 .31 .47 .52 \ 6.7 96,480 .15 -21 22 .26 .31 .46 .51 6.8 97,920 .15 21 .22 .26 .30 .45 .51 6.9 99,360 .15 20 .22 .26 .30 .45 .50 7.0 100,800 .14 -19 .21 .25 .29 .44 .49 In one i>l iii- essays, ' larence Daj wrote about what would happen if this civilization were to !>«■ destroyed and die archaeologists "I anothei civilization were to uncover the ruins. \li. I)a\ claimed thai the clock would be looked upon then as we now look upon the "lares et penal' - of ancient Home. (For those who flunked Latin . . . "household gods**.) If Mr. Day were alive and writing toda\. he'd < all the clock the "lares" and the radio the "penates". l'rai ticalK ever) home that has a timepiece has a radio. I here are perhaps as many models of radios as there are ol clocks . . . and maybe the wrist radio will be worn on the opposite aim lion i the wrist watch in the not-too-distant future. In New England, 98.6 of the homes have radios, according to Standard Rate and Data Consumer Market-. 1954, and the figure carries over into the 25 count) WIIDH coverage area. From studies by I! \B, it is evident that the radio i> not confined to any one room in the house, nor is radio confined to the household itself. Radio i> mobile. It travels with the listener, whether in the automobile, in the back or front yard, at a restaurant or tavern, at the heach, on a picnic, Bkiing, skating, or at work. In fact, radio is man's constant companion. He leans on it for news and information, for music, weather, and entertainment. Radio is the companion of the shut-in and the traveler, of the young and old. of the urban, suburban and rural resident. I)air\ farmers listen to radio in their barns. Sheep herders hear it on the hills and mountains. The yachtsmen would be tosl without it. Yes. the radio, once confined to the living room, now en- COmpassee the world of modern man. In fact, onlj one item of our civilization exceeds the circulation of radio . . . and that i- the medium of exchange . . . money. y^ PRODUCT a»,i SERVICE REACH A NEW HIGH! Wi ith each succeeding year BMI's products and services attain new highs in volume and value. The large and growing catalog of BMI-licensed music in all classes — popular, folk, standard, symphonic, operatic, educational — gives continuing evidence of the quality and ability of the com- posers and publishers affiliated with BMI. BMI Service, too, is reaching new highs. BMI not only serves its broadcast licensees — AM, FM and TV — with a steady flow of practical program aids, but provides its repertoire and facilities to every user of music . . . ballrooms, night clubs, motion pictures, hotels, restaurants, skating rinks, amusement parks, wired music, industrial plants, symphony orchestras, chamber music groups, choirs and choruses, motion picture exhibitors using intermission music and many others. BMI-licensed pop song hits are maintaining leading positions in all of the music trade popularity charts — the Hit Parade, the Variety scoreboard, Billboard charts, Downbeat polls, the every- day best-seller lists — and, for the past four consecutive years, were voted Number One in all categories by the nation's juke box operators in the Annual Cash Box Popularity Poll. In the field of Concert Music, BMI continues to foster composition and encourage public interest through its annual Student Com- posers Radio Awards, its support of the American Composers Alliance, and the extensive publication of Concert Music through its wholly owned subsidiary, Associated Music Publishers, Inc. Similar BMI services and efforts in the entire field of music are being conducted throughout the Provinces of Canada by BMI Canada Limited. Your BMI Field Representative, who visits your station periodically, can be helpful in many ways. For any personal problem in selecting or program- ming music send your inquiry to BMI's Station Service Department. BROADCAST MUSIC, INC. 589 FIFTH AVENUE NEW YORK 17, N.Y. NEW YORK • CHICAGO • HOLLYWOOD • TORONTO* MONTREAL 12 JULY 1954 141 WFBC-TV 100KW POWER 2204 FT. ANTENNA "Giant of Southern Skies" s TENN. KNOXVIUEy • " . N. C. ASHEVILLE V CHARLOTTE ' . #SPAR *GREENV • ANDERSON IANBURG lJ \ • COLUMBIA X>^-" AUGUSTA »\ S. C. ///// GA. \ ^y . . . boasting mor< people and largei income within ion miles radius than Atlanta, [acksonville, Miami, 01 New < )i leans, WFB( I \ is truly the "Giant of Southern skies", and a powerful new advertising medium in (he South- east. HERE'S THE WFBC-TV MARKET (Within 100 miles radius) Population 2,924,625 People Income $3,174,536,000 Sales $2,112,629,000 Television Homes 277,622* Market Data from Sales Management *From A. C. Nielsen Co. Survey as of Nov. 1. 1<).~).5. ph.- RETMA sel shipments ii' lli> 1(10 m\. < < > 1 1 1 < 1 1 1 1 -inir \n\. I. 1953. Wnii now tin Market Data Brochure and linlr Card. tsk US m "iii Repre- sentatives l"> information mid assist- ant 1 . Channel 4 WFBC-TV Greenville, S. C. NBC NETWORK Represented Nationally by WEED TELEVISION CORP. NETWORK TV [Continued from page 121 1 the networks. Du Mont specializes in them, loi example, you can Inn a 15- minute evening — 1 1 if* on Du \1. The participation shows arc anothei wa\ of getting into network t\ with a -mall wallet. I b.ej should I"- "I spe- cial interest i" clients with products aimed at women since most of the par- ticipation shows are "ii during tin- day. Houi'MM. men can he reached before the) ^ < > in work on either NBC's Today or CBS' Vnniinii Slum. There are a few participations at night {Your Show oj Slum \. which sold LO-minute segments, is dead but the stars. Sid Caesar and Imogene Coca, an- carrying participations on their new, separate shows). There are also devices which get prett) close to the participation format. Du Mont's cosponsorship method, used on two shows b) American Chicle this past season, offers 15-minute segments for sale in half-hour -how-, and there is alternate-week -j n >n-> > i -Ii i | • also. The alternate-week, or "major-mi- nor, technique provides every-week exposure to the client for a little more than hall the cost ol e\er\-week spon- sorship. Ilach client nets most of the commercials one week, only one men- tion on (he alternate week. Kach al- ternate-week client can Use the show title with his companx nan r prod- uct in it. The alternate-week adxertisini: meth- od is used lor other reasons besides just saving money. \ client who in- vests in two alternate-week shows rath- er than one every-week show reaches man) more different homes at onl) slightl) more cost. Main client- go t" alternate weeks and throw the inon- c\ saved into an expanded lineup. This reason ha- Keen growing inure and more important rhere appears to he a definite trend in alternate-week sponsorships. On \ li< !'s Saturda) night lineup alone there will he four new allei nalc-w eek sponsors. Green Giant and Pillsbur) will -l.arc time on the new filmed Mi 'se\ Roone) -h"u. Armour and an- othei sponsor will alternate in the 10:00-10:30 p.m. slot. The other Bpon- boi will probabl) be a cosmetic firm. It i- interesting to aote that the al- ternate-week program two different -how- alternating in the Bame time period never caught on. Every-week -how- appear to hold their audiences bettei . Q. Are there any important changes in program production costs? A. I nion produ< tion < (,-t- w ill be about T'< highei >>n the t\ networks this coming fall. This is the result ol - ontra< t- negotiated during this past season. They will carr\ over at least until next year. There are also negotiations going on now which will alfc< t program costs. > h.r complete detail- on union contracts, see the re- port on Tv union-, page 1~>2. i Expec- tation fni the future i- that < o-t in- i reases in the union held will level off. One of the most important chai in the program production cost picture i- NBC IV- new rate structure cover- ing both black-and-white and color production and service facilities. The new rate structure establishes hourlx rate- (.ii studios and technical person- nel in place of the "package" rates charged previously. It became effec- tive 1 Julx. The highpoints of the new rate man- ual, as outlined hx NBC President Syl- vester W eaver are: 1. Bx placing a premium <>n effi- i ienc) in using studios and personnel, the advertiser is offered more oppor- tunity to control and reduce his tele- \ ision production costs. 2. The new rates eliminate separate charges for camera rehearsal and drx rehearsal. The advertiser i- charged for total time in the studio, beginning with dry rehearsal and camera set-up and continuing through to the end of the broad* ast. A. Personnel charges are the same for color and b&w broadcasts. Man- powei COStS "ill be determined hx the numbei of men used and the length of time the) are used. Extra color charges are made for studios, mobile unit- and extra equipment. 1. For the first time there will he a charge for him origination. The film origination charge, which applies t<> programs produced predom- inantly on film, i> $250 net per quar- ter hour, which include- a pre-broad- 142 SPONSOR Decide on the Network with Lowest Time Costs NO "MUST-BUY" PROGRAMS Du Mont availabilities let you "buy" or build and become the sole sponsor of a program that meets your selling needs. • LOWER PRODUCTION COSTS Your savings at Du Mont on production facilities result in more money available for time buys. TIME PERIOD PROTECTION The DuMont Television Network has always protected its sponsors. When you decide on DuMont you have a time franchise. YOU'RE WISE TO DECIDE ON THE oil Mont TELEVISION NETWORK 515 Madison Avenue, New York 22, N. Y. MUrray Hill 8-2600 435 N. Michigan Avenue, Chicago 11, III. MO 4-6262 A Division of The Allen B. Du Mont Laboratories, Inc. 12 JULY 1954 143 . .i-i i mi -through nol to ex< eed the amount "I air time. \i;< : I \ issued a new production rate manual 1 February. It applies to programs originating in New York, ( In. ago, I 08 Angeles and San Fran- cis* 0. Main Features of the manual. a. cording t<> VB( !, are I I I greater Bexibilirj in the use of various Berv- ic es, I 2 i elimination of premium time charges i"i camera and i<<\ ision for discounts, penalties and deadlines on all orders for produc- tion services and i I) establishment oi standardized rates foi all Facilities and production sen i« i s. Q. How do the new NBC produc- tion rates compare with the old ones? A. \dverli-er- who haven't had a chance to estimate what effect the new NBC production rales will have on their shows will be interested in this comment from a program production executive at one of the top tv agencies: "We have made some comparisons of the old and new rates on sonic of our shows and found that our costs will be about the same. I'm talking about live, black-and-white shows which are put on in the same manner as in the past. It may not be that wa\ for all shows on tv. Its possible that some will cost more but the important thing is that if program production is planned intelligently there are lots of ways to save money. It might be a lit- tle confusing when first using the new manual because agcnc\ production peo- ple will have to get used to figuring out exaelh how mam technicians to use." The new manual cannot be com- pared directl) with previous one since units o| use are not comparable. I hi Q. Does the advertiser have any direct interest in the solution of the uhf problem? A. Ileceitainlv does. Willi the pros- pering of uhf and a truly national. competitive television service he will paj less i"i television advertising than he otherwise would. In other words, the more stations there are. the more competition there will he. More com- petition usually mean- lower prices. It is true that from the point of view of broadcasters, an excess of competi- tion can he harmful to the industry. Hut that is a pretty academic possibil- ii\ right now. excepl in New York and Los \ngeles. where nine of the II stations are said to operate in the red. Some figures on how competition affects time costs were gathered last fall h\ l)u Mont. These figures show that in a majority of the one- and two- station pre-freeze markets cost-per- 1.000 tv homes for time ranged from $1.75 to $2.60. Not a -ingle three- or four-station market had an average rate of more than SI. 75. Q. What is the status of uhf at present? A. As of 1 June there were 238 uhf authorizations outstanding and 122 uhf stations on the air. There were 58 channels in 37 of the top 100 mar- kets for which no application had been filed. In addition to a long list of uhf applicant- who returned their construction permit- before getting in- to operation 14 uhf stations have been on the air and have suspended opera- tions. This figure compare- with three \hf station- which have suspended op- SWITCH FROM STILL SLIDES! i'-\ -^1 SHM Start VAinf SLIDES °N FILM FULL OF ACTION! THEY ZOOM, FLASH. SPIN, ROLL and BURST! FILMACK STUDIOS 13 31 So. Wabash Chicago, III. C. v SKN" IS A TRUL ORDFR' i LflHorHsFpy,^;1 eiation- -incc commercial television began to expand in 1946. The CBS- Nielsen t\ Bet count la-t year showed 1,774,690 uhf families out of a total of 27,506,500 i\ families as of 1 No- vember L953. Q. What is the nature of the uhf problem ? A. I he problem is a complicated one hut. perhaps, it can be reduced to three points: 1. I hf i- a latecomer to the television scene and uhf station- musl compete against entrenched \hf broadcasters. Hence, man) of them are losing mone\ . 2. Uhf is not vet fullv developed technically. The effect i- that, under comparable conditions, a uhf signal cannot always cover as well a< a vhf. Since uhf operator- cannot reach as man) people as competitive vhf out- let-, the advertiser a- well as the net- work prefer joining force- with the vhf station. 3. I hf signals cannot be received on vhf sets. The conversion of a vhf set to receive a uhf signal costs mone) and where a set owner i- already satis- fied with existing vhf station fare, he ma) not want to spend the monev. Here again, the uhf outlet suffer- re- garding circulation compared with the vhf competition. The \icious circle operate-: No conversion, no network affiliation. No network affiliation, no network programing. No network pro- graming, no inducement to convert. \n conversion . . . etc. And. of course, no business. Q. Are all uhf stations having circulation trouble? A. No. The less uhf-vhf station in- termixture there is. the greater the in- centive for set owners to convert. In uhf-onl) markets there is no conver- sion problem, >>f course. The extent t" which vhf competition atlects the uhf circulation has been pinned down b) the American Research Bureau, which has made four studies of uhf set saturation in uhf and vhf-uhf market-. Here i- the average percent of all -el- a uhf station can reach after it has been on the air six months or more: Where there is no vhf station in the market: 89.89! . Where there i- one vhf station: 65.4%. 144 SPONSOR BRA fi We've done a heap of living in our 6-year history . . . What with 60 live local shows every week in addition to the most popular programs of America's 4 networks. We're also pretty busy lending a helping hand to religious, educational and public service groups. Last year, for instance, a few outstanding accom- plishments included: 6 NATIONAL NEWS SCOOPS FIRST FACSIMILE NEWS IN NEW ENGLAND FIRST COLOR TRANSMISSION IN NEW ENGLAND ZENITH PUBLIC SERVICE AWARD FIRST EDUCATIONAL TELECAST APPROVED BY THE STATE BOARD OF EDUCATION There are more "firsts" and "bests" than this page could hold. In all, in the minds of men, we have gained PRESTIGE through serving . . . the best way we know how. RADIO And TELEVISION NEW HAVEN, CONN. represented nationally by Katz NEW ENGLAND'S FIRST COMPLETE BROADCASTING SERVICE-TV, AM, EM PRESENTLY SERVING 702,032 VHF SETS ON 100,000 WATTS (316,000 WATTS JULY, 1954) 12 JULY 1954 145 \\ here there an two \ lil stations : 10 l'«. \\ here there are three oi more » hi stations : 27. >' i , Q. What solutions have been suggested to help uhf stations? A. I In- hearings on the ulil question being held 1 • \ the Senate sub* ommit- tee "ii Interstate and Foreign Com- merce have been exposed to a wide variet) of solutions. One proposal would |nii all television in the uhf band so tin- problem ol vhl vs. ulil would In- ended on< e and foi all. I his has the suppoi t of FC( < lommissionei I rieda Hennock. There have been pro- posals that the FO stud) whether uhf- \hf intermixture can'1 In* done awav h nil. I In- idea is that all markets would be either uhf or \hl. One pro- posal, made bj Lou Poller, general manage] oi uhf station WCAN-TV, Milwaukee, and president of the I hi l\ \--n.. provides for the immediate end "I intermixture in 10 major mar- kets. He said these markets account for almost 509? OI the unf receivers in this country. Here are some other proposals: conditioned customer reflexes ** ******* liiii- id. bell .iii.l „, jk, ellentva in. .mil water wlfJb ■ ~- ■•>■— v.l lil>. I'.i. ill. I in. in,-, — i. .ill., Win.- or Llatertne. I Ii. % -lnrl.il Willi „iir ..ii.il, |, .mil il i,ui |il. in i .ill ,,r v. Ire lodai . • C O M P A N I dJwm ra-ili; ■ing sal 6000 Sunset Blvd Suite 203 Hollywood 28. Calit Hollywood S-6I8I to imi-uV for • Dr. \lli ii B. Du Mont, presidenl "I Mien B. Du Mont Laboratories, which om n- the Du Mont I *J<\ ision Network, offered a plan whereb) each station would be required to relin- quish, il a network SO demanded, up i" 2 >' ■ of its network time in each ol the three time classifications. The as- sumption i- thai this time would be demanded of \ hf stations in a market h\ tin network or networks with uhf affiliates in that market. Du Mont be- lieves this plan would require no < Ion- gressional legislation but i ould be set up h\ the I ( < bj means ol the present station license system. • Mans ol those testif) ing before the subcommittee have urged that net- works be pel milled to own more than the maximum of five Stations now al- lowed. Some proposed that the addi- tional stations permitted should be uhf outlets only. Dr. Du Vlont proposed thai, under certain conditions. "A qualifying network will be permitted to have an additional whollv owned t\ station for each group of seven pri- mary uhf affiliations maintained." • One of the more wideK supported proposals is that the Federal e\< :ise tax be removed from all-ehannel i that is, uhf-vhf) t\ set-. • The use of boosters and satellite- to equalize uhf and vhf coverage is an- other proposal. Among those support- ing it is \BC. Q. Are any of these proposals likely to be adopted? A. ft is not believed likeK that an) radical action will he taken either h\ Congress or the FCC. Ending of uhf- vhf intermixture through re-allocation of channel- i- a complicated job. and it is not certain that a re-allocation would provide the same degree of I ,S. t\ coverage that the present set-up of- fers. NBC's Joseph V. HetTernan point- ed out that while NBC doe- not op- pose a stud) ol eliminating intermix- ture the \er\ fact that such a stud) Would be held Could slow down uhf conversions. \nd almost an\ kind of re-allocation would cause a "major wrench to the viewing public and broadcast operators, Heffernan said. Then- i- a possibilit) that the net- works will be permitted t<> own more -i. : ions il the) are uhi stations. This i- not considered a uhf cure-all but it will undoubted!) result in building up uhf in some markets. All signs point to the removal of the excise tax on all-wave t\ sets. With about 609? ol the t\ homes already equipped with vhf-onlj receivers, the inunediate effect would not In- great However, possibl) 1<> to L5 million non-U home- will become t\ homes during the next five to Mi years. Mid, assuming the life of a tv Bel to be about seven years, the all-important re- placement market will be growing rap- idl) during the remaining years of the 50s. Since, with the removal of the excise lax on all-wave receivers the) will be ju-t about as cheap as vhf-onl) receivers, there is ever) reason to be- lieve that the i onsumer will bu) the all- wax c set when offered a choice. Removal ol the tax would reall) make itself felt when Coloi -els he- roine available in quantity. No uhf broadcaster would want to hold his breath that long but the likelihood of all-wave color sets bodes well for uhf s long-term future. It i- significant that the 5,000 15-inch ( olor sets KC \ has already produced are all equipped with all-wave tuners. Il is not clear whether anything will he done about boosters and satellites to equalize uhf and vhf coverage. \ certain amount of equalization is al- ready in effect theoretically. This has been accomplished b) permitting uhf more powerful transmitters. However, while there has been a consistent in- crease in the power of uhf transmitters being turned out. the technical prob- lems for the top power permitted have not all been solved. It cannot he said for certain whether a top power uhf signal will give comparable coverage to a top power vhf signal, and. there- fore, whether boosters and satellites will he needed. Color Q. How many color sets will an advertiser be able to reach via net- work tv this fall? A. Not many. Mid much less than expected sin months ago. While esti- mate- foi production ol color sets rani:.- from 50,000 to 200,000 b) the end of the year (see < hart page ll2i>». the likelihood is that the lowei figure i- closer to the truth. RCA's General Sarnofi used the 50,000 figure recent- ly. The talk about Ford buying 25,000 coloi sets t" be installed in dealers' 146 SPONSOR IN UTAH KUTV Channel 2 goes on the air September 7 in Salt Lake City. It is Utah's most powerful sta- tion . . . with ABC program- ming and a mighty "plus" in showmanship for its Bil- lion Dollar Market. Now's the time to see your George P. Hollingbery representa- tive for full information on the best TVbuy in theWest, Buy the Big 2 in Utah KU0TV TELEVISION CENTRE - SALT LAKE CITY 12 JULY 1954 147 showrooms would raise this Bgure. (tiir ol tin- reasons, though not the onl) one, that < oloi Bet production ma> not rea< h eai liei expectations is the realization that the I 1- or L5-inch color 1 1 j ] >i - will not be acceptable to consum- ers used i" bigger screen sizes. The indusfa \ i- tut ning its attention i" 1 1 1< * biggei tubes. However, the industry has n< >t reall) gotten togethei <>n a Bin- gle type of color tube and that also has been slowing things up. Q. Who will have the first color sets? A. \ great deal of the production u ill go to appliance dealers For demon- stration purposes and to draw traffic. I ndoubtedl) man) in the i\ advei ris- ing field will bu) color Bets for profes- sional reasons. As pointed out al>ove, a comparativel) large numbei ma) end up in lord dealers' showrooms. 'Ihe expectation that, as in the early black- and-white tv days, many consumers will l>c introduced to color via the barroom set. has already gotten the juke box people worried. Juke box lm-iness fell off heavih in the earl) days of b&v t\. and the record people are making plans now for offsetting theii new nemesis. Q. How many markets will an advertiser be able to reach in color via network tv this fall? A. I he broadcasting industry's abil- it\ to Bend out color programs is far in advance ol the consumer's al>ilit\ to receive them. \ sponsor surve) of all television stations indicated that about 709? of them will have **• j ii i j »- incut to rebroadcast network coloi -how- b) the end of the j eai . Answers were received from about one-third of all the stations, represent- ing a good cross-section. I For infor- mation on local color plans by station-. see the Spot tv section. 1 Here is the breakdown from 134 respondent-: • Stations equipped to rebroadcast color before 15 July: 44 or 32.8', . • Stations which will be equipped b) the end of the year: 52 or 38.!!', . 1 Main of these will be set up for net- work color before the end of this month. I • Stations which will be equipped during 1955: 7 or .5.2' , . • Stations which will lie equipped during L956: 2 or 1.5%. • Stations with no plans or no net- work affiliation: 29 or 21.7', . No station other than the one origi- nating the program can send out color unless it receives the network signal first b) wa\ of AT&T micro-wave or coaxial (able facilities. The AT&T re- ports that, as of 24 June, its color television facilities were available to 50 stations in 36 cities. Here are the cities, alphabetically: Baltimore. Boston. Chicago, Cincin- nati. Cleveland, Columbus. Dallas, Dayton, Denver, Detroit. Fort Worth. Houston. Huntington, W. Ya.: Johns- town, Pa.; Kansas City, Mo.: Lancas- ter, Pa.; Los Angeles, Milwaukee. Min- neapolis, New York, Oklahoma City, Omaha. Philadelphia, Providence, St. Louis. St. Paul, Salt Lake City, San Francisco. Schenectady, Syracuse, To- ledo. Tulsa, I ti< a. Washington, Wil- mington, Del., and 1 oungstown. It i> expected thai b) the end of the year \ I \ I color facilities will be avail- able to 1 30 station- in 95 cities. The important figures to network tv advertisers are how mam stations b) networks will be able to -end out color programs. In Ma\ Hugh Beville, NBC's directoi ol research and plan- ning, estimated on the ba-i- of orders from NBC l\ affiliates for network color equipment, that network color Bervice would be available to 9595 of all t\ home-. |.a-t month the network gave out up-to-date figures Bhowing it- color coverage onl) where \T\ I facilities were alread) provided. The figure as of 17 June was 31 stations aide to receive and rebroad- cast color programs. Total by the year's end i- expected to be <>1 sta- tions. I In- MBC I \ lineup will make colorcasts available to 78', of all tv home-. 1,1 25,800,000 estimated Bete b) the end <>l the year. CB> reports that about 60 to 70 of its affiliates will be aide to rebroadcast network color. UJC and Dm Mont have no plans for network color -hows this fall so tin- question ol a network color lineup is academic . Man) of theii sta- tions, however, both owned-and-oper- ated and affiliates, will have equipment for rebroadcastine color. Q. Why should an advertiser buy a color program this fall when there are so few sets around? A. NBC's Pat Weaver summed up most of the reasons during his address before the 1 \ - in Vpril. He said: "First, the color television campaign will determine the share of market of most consumer goods in color tele\i- sion homes and tin- will start within this coining year, and to those com- panies which need effective advertising to survive tall package goods, trade- mark, brand items), the time to start color television is this fall, and the place to get the money is from man- agement as extra mone) to insure that the compan) learns how to use the most \ital new force in it> history and at once. "Second, if you have any clients whose success is largel) dependent on the elan and spirit of it- selling, deal- er and distributor organization, then color television can make new leaders before the \car is out. For even the few thousand sets now coming into the market are still enough to permit deal- er color television demonstration meet- ing-, and prospect color television par- tie-, and other obvious demonstrations. This kind of Color power to -ell uoods NOW i- part of the broader power of < olor a- the new thing, the new. talked- about, exciting, all-interest-focusing 148 SPONSOR ARKANSAS . . . The fastest growing state in the fastest growing Region in the United States of America From 1940 to 7950 — ARKANSAS increased: ARKANSAS U.S. AVERAGE Bank deposits 281 % 1 31 % Per Capita Income 255% 150% Retail Sales 302% 207% Little Rock per family effective buying income exceeds — Houston, Dallas, Ft. Worth, St. Louis, Kansas City, New Orleans, Shreveport, Oklahoma City and the national average! To tap this Rich Market, use KAKK Little Rock* No. 1 _ - 7 AM-12 Noon M-F No. 1 - 12 Noon-6 PM M-F No. 1 6-1 1 PM Sun. -Sat. KAKK first 66 quarter hours out of 72* All 10 Top Evening shows KARK All 10 Top Daytime Shows: M-F _ KARK All 9 out of 10 Top Daytime Programs: Sat. — Sun. KARK "according to Pulse March, 1954 "r Represented by / V/ . !!••■ •• Little Rock, Arkansas Edward Petry & Co., Inc. < unversation piece of the \mei u an -. ene. ■• I here are man) companies who \N ill need i oloi be< ause the) are ex- po ted i" lead and 1 1 1 « - x musl lead ; and, therefore, the) musl I"' in i "I i -nil, i grave I"-- "I standing w ithin theii own trade groups. I here are man) n ore < ompanies w ho w ill see in . oloi a wa) to excite their own ovei - all organizations, i" give them a chan< e ,,i leadei ship w hi< li maj ha> e slipped "Hi oi 1 1 1 • - 1 1 hands. Q. How much color programing will there be on the networks this coming season? A. Quite a bit "I it. I In- most sen- sal ional developmenl in color |»i ogram- ing i- the three once-a-month NBC spe ia. nl. ii s. I h ". pi oduced b) Max Liehman, \\ ill In- on >\ ei \ Fourth Sun- day, 7 :30-9 :l K) p.m., ami e^ ei \ fourth Saturday, 9:00-10:30 p.m. One, pro- duced b) I .eland I la) ward, w ill be on ever) fourth Monday, 9:00-10:30 p.m. Oldsmobile has boughl oul the Sat- iii da) coloi sp& i Lculai . Ford ami Hi \ w ill i osponsoi the Monda) spe - F-TV CBS FOR THE QUAD-CITIES is now operating on 100,000 wafts • This maximum power covers the Quad-Cities and the surrounding trade area ... a total of 264, 800 TV set owners. Les Johnson, V.P. and Gen. Mgr. WHBF TEIC0 BUILDING, ROCK ISLAND, ILLINOIS Represented by Aver y - Knodel, Inc. tacular, taking 15 minutes <>l each show . I he Sunda) i oloi Bhow w ill be — I > 1 it three ways. Reynolds Metals boughl three entire shows while Sun- beam and Hazel Bishop will split the remaindei , In addition, the NBC daytime par- ticipations shows, Today and Home h ill Feature i oloi pickups. NBC is try- ing i" gel oth( i clients to pul theii b&w shows on in coloi on a regulai oi pei iodic basis. The netwoi k can pro gram about 12 to I •"> hours a week "I i oloi show - w iili its existing Btudios, ii- mobile color equipment and its iklyn <<>l>ir studio, which will be read) in Septembei . NBl *s Hollyw I studio w ill be read) foi coloi b) aboul I Januar) 1955, adding even more time to the L2-15 hours. t'n i IBS, \\ estinghouse w ill pul on eight to 10 color shows nexl season in the L0:00-1 I :00 p.m. Wednesda) slol normall) occupied b) Pabst's Blue Ribbon Bouts and the Follow-up sports -how. Sports Spot. The Westinghous< show is titled, The Best of Broadu a\ . ( .lu\ sler ma) pul on periodic < oloi shows in its 8:30-9:30 I hursda) nighl segment, in which the auto firm will showcase three dramas and one musi- cal c\ remodeling it at a cost of $1.5 mil- lion, [ts Television City studios in Hollywood are also being set up Foi color. Q. How much more expensive is color than black-and-white? A. Since NBC and CBS began ex- perimenting with color. the\ have learned how to i ul down mi the hordes ol to hni( ians, makeup people, etc., which wcic required at first. However, < oloi will always be somewhat more expensive than black-and-white, Esti- male- ol wliat coloi will add to the t\ bill range from 10 to 2<>'r over-all i time, talent and production i . Color equipment and Btudios will be more expensive. Foi example: NBl - non-audience Btudios foi b&w shows in New York ami Chicago (excluding Studio oil i are $150 gross an hour. Vudience Facilit) Btudios are $300 an hour. Comparable charges foi color studios run From $250 to $550. \ b&w mobile unit i- $800 gross a i media. WcCann-Erickson: "Because audience and cost detail- of color television are -till nebulous, the advent ol color has played little role in basic media planning. With few notable exceptions, most consideration of color has been either from the ex- perimental or promotional angle. I believe these will continue to be i lu- major area- until such time a- we can realK -tart to count noses and costs which time, if we can take a leaf from the black-and-white notebook, will probabl) come a lot fastei than even the nio-i optimistic ol us i ontemplate." Arthur Porter, vice president in charge of media. Leo Burnett: "The approach of color t\ i- having a pr<>- Found effect on both creative and me- dia planning in our agency. While ob- viousl) a great part of our analysis and stud) must he based on hypothet- ical conditions and costs, we are tr\- ing to assess the place of color l\ in our clients' programs as objective!) as we < an. li alter (>. Smith, vice president and media dint lot. Biou : "Although color 150 SPONSOR JN^rt? 4 > audiences turn . . . . more than to any other Detroit station! After 6 P.M. during May, reports ARB, there were 71 quarter-hours when more than 50% of Detroit's television sets were in use. In 45* or 63% of these 71 big-audience periods, WWJ-TV had the largest audience of Detroit's three television stations. In the 9 months from September, 1953, through May, 1954, WWJ-TV drew the most viewers in 55.2% of the total big-audience periods. *3-station comparison of audience leadership in 71 quarter-hours WWJ-TV Station B Station C Station B (46 (22) (4) plus C periods) (26) WWJ-TV's record means that when Detroiters are most receptive to tele- vision, WWJ-TV dominates more of their time than do both other Detroit stations combined. Month after month, this dominance continues. In Detroit . . . You Sell More on channel maw NBC Television Network DETROIT Associate AM-FM Station WW) FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS • National Representatives: THE GEORGE P. HOLLINGBERY COMPANY 12 JULY 1954 151 t >1«\ ision has ool as yel bad anj im- I m .1 lain i-Hi i i mi i 111 kiiI media plans, ii is being given careful Btud) l>\ all concerned with program and commer- , ial production, .1- well as media plan- ning. I Ixpei iiiiciii.il work i- being 1 ai • 1 ied t"i ward cm the program and com- ial end, and proje* ted cost and . overage anal} sis are being can ied forward From the media end. Sin< e man] concerned with the industry pre- dict thai the advenl <>l color w ill not substantial!) increase television pro- duction and time costs, there is the possibilit) thai other media may not be t"" seriousl) affe led ex< epJ i" 1 1 1 « - extent thai advertisers invesl more (■I their t < » t . 1 1 appropi iation in the me- dium "I television itself. This lattei possibilil\ seems < ] 1 1 i 1 1 ■ likelj in \ iew of television's increasing stature a- a national medium." Time franchise Q. Does the network tv advertis- er have any rights to a time fran- chise? A. It seems to be generally agreed thai the advertise] has no legal right to a time franchise beyond the span r a >car but, in an) case, wouldn't run for longer than two years since FCC regulations for- bid the networks to sign affiliation con- tracts for longer than that period. Furthermore, 13-week mutual cancel- lation contracts have been growing more common on tv. Q. Why, then, does the adver- tiser talk about his franchise rights? A. The advertiser takes the point of view thai ii he and bis agenc) invesl time and mo nc \ to build up a show and promote ii to the listener he should lia\c- some mora] right to his time pe- riod, lew advertisers will complain il tin- network boot- out of the lineup a poorl) rated program, but as one agenc) executive told sponsor Last Bpring (see "'What arc your 'rights' to a time slot?" 5 \pril L954) : "To lake awa\ a lime period i- a Serious blow to an advertiser. I he w hole meaning of the franchise concept i- terriblj important to advertisers and agencies who buj lime on radio and i\." The importance, obviously, i- greater in television where the crowd- ed nighttime program lineup make- a lime period extremelj valuable. Q. What is the network attitude toward the sponsor's time fran- chise ideas? A. All things being equal, all the net- works like to keep customers happj and let them bu\ whatever time they are willing to pa\ for. However, the networks will not admit that clients even have a moral righl to a time fran- chise. To admit tlii-—. the) feel, is the same as saying advertisers have a legal right. And the networks point out that the responsibilities of their o&o's and affiliates as publicly licensed broad- caster- require them to control the pro- graming that is broadcast over the publicly owned broadcast spectrum. In actual practice, network poli< \ differs, and it will not surprise anyone to hear that there is some relationship, though it is not always a simple one, between the networks' time franchise policy and the amount of business it has. Du Mont publicly advertises the fact that its clients' periods are safe. One ad says: "Decide on the Network that Protects Your Time. There's no ^r_ Business is Good in ABILENE Thanks to KRBC-TV costlier television experience than to lose your investment in a program 01 time ... 01 both ... at your con- tract's expiration. Hiis doesn't happen t<> Du Mont sponsors ... it won't hap- pen to you." On the opposite Bide is NBC, where President Pal Weaver has made it clear that decisions on time and pr<>- graming must be- made by the net- work. In a recent restatement of that poliC) before the 1 \ '- \\eu\er -aid. in describing plans for the once-a-month color spectaculars: "'I elc\ i-ion i- too great and too pow- erful to be shackled with chains of custom and usage from radio. \\ e musl Berve all segments and all inter- ests in OUT population, and there must be an over-all program control that make- the rule- in the interest of pub- lic service and all segment population service. This is the business of the net- works. II our service dwindle-. \<>u will use less « » f it. or pa\ less for it. That's the end ol your responsibility. If we eater to the hea\ \ viewers with a Hood of trivia, a- accused in some (juarters. we cannot look to you, or to the advertisers large or -mall, lor your job- are rightl) defined b\ your in- terest— the sale of goods and services ot youi c lii-iil-. ' Tv unions Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS Q. How much have unions con- tributed to the network tv pro- duction cost increases during the past year? A. An average of 7 to T1^'' wage increases were obtained b\ the unions that negotiated for new contracts dur- ing the fall 1953 through spring 1"">1 period. This is considered a relatively modest increase compared with wage boosts obtained over the past four or five year-. Network labor negotiators attribute the more moderate contracts of this year to the following factors: • The base pay in tv is alread\ verj high compared with wages for comparable jobs in other types of industry. • The genera] softening of the de- mand for labor in the I . S. economy a- a whole during the pasl 12 months had to make it-elf felt in tv to some extent • On a "demand what the freight 152 SPONSOR what do FAMILIES in... + have in COMMON? THEY ALL WATCH A MEREDITH TV STATION! Yes, Meredith* Stations in these four important markets provide television service for hundreds of thousands of set owners. You can reach each of these large markets most effectively, most economically on a Meredith* TV Station. Meredith ^daMMaK Stations KCMO-TV • KPHO-TV • WHEN-TV • WOW-TV KANSAS CITY, MO. PHOENIX, ARIZ. SYRACUSE, N.Y. OMAHA, NEBR. KCMO-TV. WHEN-TV & KPHO-TV represented by The Katz Agency. WOW-TV represented by Blair-TV, Inc. Successful Meredith Television Stations are Affiliated with tv j . it -r% iuccesslul • ith BetterHomes *»<* Farmin and Gardens 12 JULY 1954 153 can bear" basis, union leaders have be* i. in.- aware "I the dangei thai tv might reach a point ol diminishing returns i"i ~|>i - il production . "-i- kept rising at theii pre- L953 rate. Q. What arc the provisions of the most recently negotiated union contracts? A. Urn'- a summarj oi the latest union contracts: RTDG [Radio and li Directors Guild I : I lii- < ontract, reti oa< live to I \|u il L95 I. was i "ir luded in mid- June between RTDG and the five net- works. Generally, the contract repre- sents a 71-', increase, but here's bow il breaks dow a : 1 . Directors recen e $180 instead <>f 8175 a week (that is '2.1\' < more). 2. Assistant directors in i\ gel $132.50 in-tca| be- tween CBS and 1BI.W for technicians. It represents an .'!'* increase in sala- ries for technicians but no significant change in working conditions. \FM {American Federation of Mu- sicians): On 1 February 1954 the MM signed a five-year contract with the networks. This contract provides l"i a L095 increase in salaries of staff musicians for three years and an ad- ditional [0% increase during the sub- sequent two years. Since ihis contract applies only to >tatT employees, it is estimated that the over-all cost of music at the net- work- will be affected l>\ le-s than a .V , boost. \en } or/, Wahe-l j> irtists {Local 798), Vea ) orL Wardrobe Mistresses [Local 7<>1>. Graphic Irtists 1 Local 841) of I iTSE 1 International Alliance of Theatrical Stage Employees) : These contracts were negotiated in spring 1954 between the three locals and \BC. CBS and NBC. Totally the) represent an increase of 7' , or less. Radio Grips [Local 782) of IATSE: I In- 1 ontract pro\ ided f < »r a 71 •_>' < increase in wages and affected \B(. and \l!< . < ontrai 1- thai are going I" be up I'M renegotiation within the near fu- ture include the follow ing : ////»' 1 1 Imerican Federation <>i I elei ision am/ Radio irtists) : 1~> Novembei 1954 with all the networks. Stagehands I I. oral L) ,,\ IATSI 31 De eml ei L954 wi'h all netwoi ' 5. Du Mont is ' urrentl) -till negotiat- ing h iih I VI SE for it- ti-' lini' ians. It i- the \ BBDO in conjunction with NBC and the \vco Mfg. Corp. for the most outstanding promotion and mer- chandising of all NBC TV stations. * * « K. 1 \\ . Philadelphia, is distributing a new booklet on summer radio listen- ing, titled "Even on vacation, families in K'l \\ land never leave home." The booklet points out that, according to Vdvertest, ')1.1'< of families are at 154 SPONSOR KOLN-TV towers 1000 FEET above LINCOLN-LAND NEBRASKA'S OTHER BIG MARKET! The map below shows Lincoln-Land — 34 double-cream counties of Central and Southeastern Nebraska — 577,600 people with a buying income of #761,124,000 (#473,681,000 of which came from farming in 1952, — over one-third of Nebraska's total farm income! ). Actually, the KOLN-TV tower is 75 miles from Omaha; Lincoln is 58 miles. With our 1000-foot tower and 316,000 watts on Channel 10, effective June 1st, KOLN-TV will reach over 100,000 families who arc unduplicated by any other station. Ask Avery-Knodel all about KOLN-TV, in America's EIGHTH farm state! CHANNEL 10 316,000 WATTS WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA. ILLINOIS • DUMONT Avery-Knodel, Inc. Exclusive National Representatives 12 JULY 1954 155 home in the Philadelphia area on an) Bummei da) . < >l the less than 1 1 ' who are on vacation al an) one time, 54.6 ^i visited vacation -|n >i- in Penn- sylvania and New Jersey, within K^ \\ "> ( -overage area, sayg the station. * * • \\ innei (.1 K Ml \ . < rmaha's all-ex- pense trip for two to Sun Vallej was \li— Ruth Mensch, i > t ( lomer and Pol- lard agency, Kansas City. The trip was ^^1 9 I- f ■ I V awarded on the basis of a slogan con- test conducted last March by the tv station. \liove, Miss Mensch (left) and Mi — Darlene Dewald enjoy a bi- cycle ride at Sun Valley. * * * The first annual "Kitty Award," presented b) Manchester Hosiery Mills to the year- outstanding new star was given recentl) to May Wynn for her performance in the movie Ccdne Mu- tiny. The award was presented over I)u Mont's Broadway to Hollywood show by Claire Mann. WABD person- ality * * * \\( r>l\. Memphis, sent out a press release in the form of a news clipping from the Memphis Press-Scimitar re- i entry to announce that it will stress Negro programing in the future. It becomes Memphis' second radio sta- tion directed primaril) at a Negro au- dience. The station has been convert- ed to operate under an entireh Negro program -taff as a music-and-news outlet, according to W. M. H. (Bill! Smith, genera] manager of tlie Chick- asaw Broadcasting < o. * * * Some 60,000 card-carr\ ing members ii| the " estern Ledger Club were in- vited t<> the first annual // estern Led- ger Round-up b) \\ [TV, Bloomington, recently. " estern Ledge) is an after- noon kid-' show, on W I I \ [or the past i"in years. Some 35,000 people in !!. 000 cars Bhowed up at the out- door event held .it McCormick'a State Park. Sole charge was the regular Indiana 12c park admission fee and luc per car parking fee. • * « KEYD-TV, Minneapolis-St. Paul, signed it- first sponsor the same day the I ( !C granted its C.P. The sponsor: Russell I.. Stotesbery, president of the Marquette National Bank of Minne- apolis. Representing klA I )-'l \ at the contract signing was Lee Whiting. v.p. and general manager of KETi I) and KEYD-TV. The station is expected to begin operating next Januai j . * ■» -.> This fall for the fifth consecutive year \\ M< \. New York, will broad- casl Notre Dame football game-. The 1954 schedule includes 11 games from 25 September to 4 December. All games will be sponsored b) the New York Ford Dealers Assn. ■ * * Philip Morris has launched a new merchandising campaign to tie in with its / Love Lucy CBS TV show. It has prepared a 40-page recipe and how-to- do-it booklet and is offering the book- let on it- t\ -how. \\ indow posters and Send&r '•(Ov _s ""Hi<' HOUSEHOLD HINTS PARTY TIPS GET YOUR ORDER BLANK HERE v KING SIZE Of REOUIAR point-of-sale material will also feature the booklet. Other tie-ins include i ounter-easels which hold the coupons necessar) for customers to gel copies. The booklet is now being distributed in 12 test market-. * * * \\K\I>- new felevision-Radio ('en- ter in West Hartford, Conn., was offi- cially opened recently by Governor John Lodge. More than 200 govern- ment, business and civic organization leaders as well as representatives of major tv and radio networks attended the ceremonies. The center comprises Jii.OOO square feet of operating space. * • • \\ BT, Charlotte, has prepared a new sales instrument in the -hape of a slide rule. Called the "1954 Pulse of Char- lotte.'" the -lide nil • i see abo\ e i - how - the quarter-hour ratings and share-of audience for each Charlotte radio sta- tion on a seven-day average. Included is a chart to convert V. BT ratings into listening homes within the basic cover- age area. * • • Half the super markets in the coun- try and 60% of the top 1.000 food product manufacturers are now using radio regularly, according to R. David Kimble, director of local promotion for the BAB. Kimble pointed out that radio is the only medium through which it is economically feasible to provide the "constant repetition of sales messages necessar) to sell food products in this era of multiple brands. self-service shopping and robot retail- 91 ing. * • • \ detailed market study citing the growth and changes in the Middle Georgia market and coverage of this 47-COUnty area b\ \\ M \Z- 1 \ is now being distributed to advertisers and agencies 1>\ Vvery-KnodeL Titled '" \bout the Middle Georgia Market — and How the Media Picture Has Changed," the report points out that Macon, center of this trading area and point of origin of the uhf station's programing, i- farther from am other large page 6. How do tv and radio families compare on a socio-economic basis? SOURCE: A. C. Nielsen Co., January 1954 COUNTY TERRITORY SIZE AGE OF OLDEST CHILD RADIO RADIO RADIO FAMILY SIZE HIGHEST EDUCATION OCCUPATION (head of house) AGE OF HOUSEWIFE Q|. Bl Grimm 45 42 J-4 53 50 31 High School 32 None 15 16 —I 1 ■ B " 39 36 3554 _■» Retired & I D ■ B B " TV RADIO TV RADIO RADIO TV RADIO flaps Ix'iicccii tv (did radio futitllU's narrow as tv grows throughout the V.S. A few seasons ago, when tv sets still cost $400 and up, the tv home was far more likely to be an upper-middle class (or higher) family. Today, with set prices having tumbled, and tv having spread into almost two out of every three U.S. homes, the gaps between tv homes and radio homes are growing smaller. In other words, when you talk of tv homes in metropolitan areas you are in effect talking about radio homes, and you are comparing tv with itself. However, there are still some important socio-economic differences worth noting in planning fall 1954 advertising: LOCATION DIFFERENCES: You still can't blanket the country with tv, no matter how you try. Radio is distributed almost evenly in all counties and major territories; tv is concentrated more in the most-populated counties (since these make up metropolitan markets) and in the populous East and Midwest. FAMILY DIFFERENCES: In the general paltern of comparison be- tween tv homes and radio homes there are slightly more large families (on a percentage basis; not in numbers) in the tv group. That's because tv was bought first by families with kids, later by one and two-person families, as tv grew. OCCUPATION DIFFERENCES: As tv grew, and moved downward in the penetration of the U.S. market from white-collar, middle- income families, the occupational gaps have narrowed. An ex- amination of the chart above will show that the differences in occu- pation (which have a close relationship with income and education) are not very startling between tv and radio homes. Latest growths have been in homes of manual workers. TV BASICS pagt 3 WORLD'S TALLEST MAN-MADE STRUCTURE! KWTV OKLAHOMA'S NO. 1 TV STATION! NO. 1 IN HEIGHT— 1572-foot tower, tallest in the world! NO. 1 IN POWER— 316,000 watts! NO. 1 IN COVERAGE— will bring viewing to Oklahoma areas never before served by television! The first 35 feet of KWTV's massive tower (at left) swings into place. This section weighs 64,000 pounds. In the other picture workmen set the solid steel cap on a cluster of 21 porcelain insulators. The insulators are four inches in diameter. NOW is the time to start your (sales) building with KWTV. Ask us for the complete story! ~*€& tf^ OKLAHOMA CITY; AFFILIATED MANAGEMENT K0MA CBS • REPRESENTED BY AVERY-KNODEL, INC. 12 JULY 1954 163 it Tvh>risii>n vi<>tviny habits 1. How does tv viewing vary according to time of day? SOURCE: A. C. Nielsen Co., March 1954 Total U.S. homes using tv by hours of day 1954 Homes reached (000) 18,320 17.795 16.194 14.343 14.591 1 13.148 11,028 10.543 4,849 ^■■1— | 5,029 4.375 M.5 10 E3 - ■ 757 ,981 1,534 1782 6A.M. 8 9 10 11 12 1P.M. 2 3 4 5 6 7 8 9 10 11 12 2. How does amount of time tv homes spend with radio and tv compare? SOURCE: A. C. Nielsen < 3o., 1953 and 1954 (Aprii 1953-March 1954) 5.77 Time . — nd with tv and radio tv homes spe 5.19 5.35 5.20 5.03 TV HOURS PER DAY, 4.88 4.72 4.20 APR '53 TO 4.22 3.77 3.82 MAR. '54 3.67 1.66 1.84 1.75 1.79 1.81 1.94 radio hours 1.76 1 1.74 1.72 PER DAY. APR. '53 TO MAR. '54 1.55 IS 1.46 1.48 APRIL MAY JUNE JULY AUG. 1953 In hours and minutei. SEPT. OCT. NOV. DEC. JAN. FEB. 1954 MAR IY BASICS p*9* > playing the percentages pays off in Harrisbnrg WTPA MARKET: Harrisburg is the leading "Qualitv Mar- ket" of Pennsylvania .... first in per capita sales, sec- ond in per capita income, third in drug sales, fourth in automotive and total retail sales. RATINGS: 80% of the highest rated night time shows are on WTPA .... 60% of the top daytime shows are seen on WTPA. A full time program schedule builds ratings for shows, sales for advertisers. CIRCULATION: In May 1953, only 37% of the homes in Harrisburg could receive television .... in April 1954, 66% of all homes have television receivers, with 94% conversion to receive local stations. COLOR: 100% converted to network color since early in 1954, WTPA was the first station in Central Pennsylvania to transmit color By December 1954, local color film and slide equipment will be in- stalled. PROMOTION: Every program is exploited to the fullest by all promotional media .... air announce- ments .... in daily newspaper advertising .... taxi cards .... billboards and direct mail. represented by Headley-Reed TV TELEVISION, HARRISBURG, PA. 12 JULY 1954 165 3. How does tv audience composition vary with the time of day? SOURCE: American Research Bjreau, March 1954 Audience composition, vien-ers-per-set: use them together MONDAY-FRIDAY MEN WOMEN KIDS 'UNDER 16) VIEWERS-PER-SET 6-9 AM ...29%... ...45%.. ...26%..- 22 L.L 9-N00N 9% ....57%.. ...34%... 1.8 N00N-3PM ...15%... ....52%... ...33%... 1.8 3-6 PM ...14%... ....33%... ....53%.... 22 6 PM-MID. SUN. THRU SAT. (entire week) ..33%... ...41%... ....26%... .2.7 | Chart above, prepared especially for SPONSOR by American Re- search Bureau, is based on a socio-economic cross-section of U.S. viewers, not just a random sample. It reflects viewing in urban and rural areas in every U.S. county within 150 miles of a tv signal, thus has great significance for tv-minded agencies and advertisers. ARB's James W. Seiler, director, gives this warning however: "It's impor- tant to realize that audience composition must be used in conjunction with viewers per set. There is a higher percentage of women in the daytime audience, for instance, but with a higher viewers-per-set at night that means more women per- 1 ,000-viewing-homes at night." 4. What is the seasonal variation in television viewing in all U.S. radi Nighttime (6 p.m. to midnight) % homes using TV Daytime (9 a.m. to 6 p.m.) 60 50 40 30 20 10 APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN. JUL. AUG. 1952 TV BASICS pw - 5. What types of shows were most popular this past season (53-54)? SOURCE: American Research Bureau monthly average ratings, Oct. '53 to May '54 HANK PROGRAM NETWORK SHOW TYPE SPONSOR SEASON RATING 1. 1 Love Lucy CBS . . . .Situation comedy . . .Philip Morris 63.1 2. Dragnet NBC . . . Detective drama . . . .Liggett & Myers 61.0 3. You Bet Your Life NBC . . . . Quiz-comedy . . Chrysler Corp., DeSoto Div. 53.6 4. Talent Scouts CBS . .Talent search . T, J, Lipton 47.9 5. Jackie Gleason CBS . . Comedy-variety . . Nestle Co,, Schaeffer Pen; Schick 46.4 6. Milton Berle NBC . . Comedy-variety . . .Buick Motor Co. 44.7 7. Life of Riley NBC . . Situation comedy ...Gulf Oil Co, 43.1 8. Godfrey and Friends . . ..CBS . ..Variety-music Toni ; Frigidaire, CBS Colu'bia ; Pillsbury . 42.9 9. Our Miss Brooks CBS . .Situation comedy . . .General Foods 40.7 10. Toast of the Town CBS ... .Variety-music Lincoln-Mercury Dealers 40.2 The "top 10" figures above are for the entire 1953-54 tv season. The show type which appears most often is situation comedy with three of the top 10 shows falling in this category: "I Love Lucy," "Life of Riley" and "Our Miss Brooks." Show types with two entries each on the list were: comedy-variety and variety-music. Comedy- variety is used to designate the kind of program built around a comedian with his supporting acts. Variety-music is a less precise term since it ranges from "Godfrey and Friends" to "Toast of the Town." Of the 10 shows three are on film: "Lucy," "Dragnet," "Riley." ARB's top 10 for '52-53: "Lucy," "Talent Scouts," "You Bet Your Life," "Godfrey and Friends," "Dragnet," "Comedy Hour," "Star Theatre," "What's My Line," "Show of Shows," "Miss Brooks." >res (April 1951-April 1954)? SOURCE: A. C. Nielsen Co. (Nielsen Television Index 1951-1954) Daytime (9 a.m. to 6 p.m.) Nighttime (6 p.m. to midnight) % homes using TV 60 *># *mm \+** '***! I HI ■ **- -* *■• ,♦*' -. ... *N • %* N ♦* *< ^ >♦• w^ ™ m \ ^., ,••' >♦♦ , 50 40 30 20 10 J 0 r. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN. JUL AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. 1953 "54 TV BASICS W * • • ### Cost of U'lovisioii advertising 1. What's the cost-per-1,000 homes of network tv programs by types? SOURCE: A. C. Nielsen Co. Evening once-a-tceelt half-hour slum- eomnarisonj (two weeks ended i:t February 1 954 J MYSTERY DRAMA $7.78 (24.5 RATING) TALENT VARIETY $8.44 (23.7 RATING) SITUATION COMEDY $8.78 (28.8 RATING) VARIETY MUSIC $9.03 (27.0 RATING) GENERAL DRAMA $9.26 (26.1 RATING) GENERAL VARIETY $9.38 (26.0 RATING) OUIZ & AUD. PARTIC. $10.33 (19.1 RATING) OUARTER-HR. SHOWS $6.96 (14.2 RATING) ONE-HOUR SHOWS $10.96 (37.1 RATING) 2. How much will color tv add to the cost of live b&w tv shows? SOURCE: J. L. Van Volkenburg, president, CBS TV, speech at 4A's meeting, April 1954 B&W SHOW, CIRCA 1958 (NIGHT V2 HOUR) NO. STATIONS TIME. CABLE COSTS TALENT. PRODUCTION COST-PERM A 100 $58,000 $25,000 $2.31 COLOR SHOW*, CIRCA 1958 (NIGHT y2 HOUR) NO. STATIONS TIME. CABLE COSTS 100 $60,000 TALENT. PRODUCTION! $31,000 on rtfulu i ren tlnclu TV BASICS page 7 COST-PERM $2.54 In Youngstown, Ohio-the 32nd U.S. Marker-it's WKBN-TV... ...in network and programs ...in local live j programs in a major TV market! 138,218 TV households — almost a half million viewers — now receiving Channel 27 (Based on the May 15-21, 1954 ARB) Of the two Youngstown stations, WKBN-TV network and film programs are favorites. WKBN-TV has 4 of the first 5 ... 8 of the first 10 ... 12 of the first 15 ... and 20 of the 28 programs rated 19.0 or better! WKBN-TV local live programs capture the first 9 positions . . . and take 9 of the first 10 ratings' Program 1. Polka Party 2. Rucker's Rumpus Room 3. Grizzly Pete 4. Tip Top Clubhouse 5. Local Edition News 6. Rambling Reporter 7. News, 6:30 p.m. 8. This Week at Home 9. Sports-Weather 10. Kitchen Korner (Source: ARB Station WKBN-TV ARB Ratinq 16.3 WKBN-TV WKBN-TV WKBN-TV WKBN-TV WKBN-TV WKBN-TV WKBN-TV WKBN-TV Station B May 15-21, 1954) 'Source: 1954 SRDS Consumer Markets WKBN-TV Channel 27 YOUNGSTOWN, OHIO FULLY EQUIPPED FOR NETWORK COLOR-CASTING Program 1 • I Love Lucy 2 Jackie Gleason 3- Hit Parade 4. Godfrey & Friends 5. Red Buttons 6. Dragnet 7. Strike It RiCh 8. Racket Squad 9 Our Miss Brooks 0. Toast of the Town '• I've Got A Secret 2- This Is Your Life 3. Beat The Clock 4- Four Star Playhouse 5. TV Hour 5- Milton Berle 7 ■ Martha Raye 1. Meet Millie '• Comedy Hour • TV Playhouse • Two For The Money ■ My Friend Irma Place The Face Studio One Make Room For Daddy Playhouse of Stars Big Story Dollar A Second Station ARB Rating WKBN-TV 44.3 WKBN-TV 36.1 Station B 316 WKBN-TV 30.5 WKBN-TV 27.6 Station B 27.0 WKBN-TV 26.5 WKBN-TV 25.9 WKBN-TV 25.6 WKBN-TV 25.3 WKBN-TV 23.8 Station B 23 8 WKBN-TV 23.5 WKBN-TV 22.7 WKBN-TV 22.5 Station B 22.5 Station B 217 WKBN-TV 21.6 Station B 2l.d Station B 21.6 WKBN-TV 20.5 WKBN-TV 20.5 WKBN-TV 20.0 WKBN-TV 19.7 WKBN-TV )9.5 WKBN-TV 19.5 Station B | 9 5 WKBN-TV 19 0 .(Source: ARB — May 15-19, 1954) ^Presented Naflo„a„y by Pau( „ ^^ CBS • DUMONT • ABC Co. 12 JULY 1954 169 3. What are some typical taient-production costs for network tv shows? t SOURCE: Network Tv Comparagraph which appears in alternate issues of SPONSOR. These ■■ ■. E3-54 season prices MYSTERY-CRIME-DRAMA II/DIEJVCE PARTIC. & l»l\M. THE WEB $11,000 ROCKY KING $9,800 PLAINCLOTHESMAN $8,000 MAN BEHIND THE BADGE $14,000 MARTIN KANE $14,000 SUSPENSE $13,500 DANGER $10,000 MAN AGAINST CRIME (film) $26,000 BIG TOWN (film) $21,000 JUSTICE $17,500 DRAGNET (film) $25,000 MARK SABER (film) $9,000 SITUATION COMEDY I LOVE LUCY (film) $35,000 MR. PEEPERS $19,000 BURNS & ALLEN (film) $25,000 MEET MILLIE (film) $20,000 I MARRIED JOAN (film) $23,000 MY LITTLE MARGIE (film) $22,500 MAMA $22,500 MY FRIEND IRMA $28,000 OUR MISS BROOKS (film) $26,000 THE GOLDBERGS $18,500 GENERAL DRAMA GOODYEAR PLAYHOUSE) t„ nnn PHILC0 PLAYHOUSE ) *dZ,uuu ROBERT MONTGOMERY $35,000 FIRESIDE THEATRE (film) $20,000 KRAFT THEATRE $20,000 FORD THEATRE $23,000 LUX VIDEO THEATRE $20,000 SCHLITZ PLAYHOUSE (film) $26,000 YOU ARE THERE $20,500 Indil ateil. WHAT'S MY LINE? $9,500 I'VE GOT A SECRET $8,000 THE NAME'S THE SAME $7,500 PLACE THE FACE $11,000 DR. I. Q $4,000 BREAK THE BANK $12,500 TWO FOR 1HE MONEY $12,000 STRIKE IT RICH $8,500 NAME THAT TUNE $12,000 DOWN YOU GO $6,000 DOLLAR A SECOND $10500 VARIETY-COMEDY SAT. NIGHT REVUE (per 30 min.) $15,000 TOAST OF THE TOWN $30,000 GODFREY'S FRIENDS $45,000 JACKIE GLEASON (total hour) $72,000 COLGATE COMEDY HOUR $70,000 DAVE GARROWAY SHOW $25,000 SERIAL DRAMA LOVE OF LIFE $8,500 SEARCH FOR TOMORROW $8,500 GUIDING LIGHT $10,000 HAWKINS FALLS (per i/4 hour) $3,500 SECRET STORM $10,000 Jl \ EMLE SHOW S DING DONG SCHOOL (per 30 min,) $1,160 HOWDY DOODY (per 15 min,) $1,600 SPACE PATROL $6,500 SKY KING (film) $19,000 \OTE: Prices for many film slums are not actual cost of production, but represent the av- erage cttst per show over the full season, includ- ing both originals and reruns. Resulting price per show may be only r>()-7(r°?c of real produc- tion cost. REPRINTS OF TV RASICS are available on request. Special price for (/ttnnfift; orders TV BASICS l /i 1 1) i 8 Vice President, Walter Hagwm^Solf, Division of Wilson Sporting Goods Company, says: "To me, the most significant characteristic of the Grand Rapids area — is growth. That characteristic was evident when we established our business here in 1939. It is just as evident today in every economic direction. WOOD-TV is the natural outcome of this sound, area development . . . and will be a potent factor in its continuance." WOODIand-TV is big territory! In growth — Walter Hagen Golf is a typical Grand Rapids industry. Production has in- creased to approximately half a million clubs a year. In golf — it's unique. Walter Hagen equipment is sold only by golf professionals. It's made by golfers, too! But that's not sur- prising in WOODland-TV ... an area famous for fine courses. In summer, WOODlanders share the fairways with millions of tourists — who spend an *U.S. Department of Commerce estimated $200,000,000* in Western Michi- gan annually. Retail sales skyrocket — in the primary Grand Rapids area; in Muske- gon, Battle Creek, Lansing and Kalamazoo. And this rich market is all yours, with WOOD-TV — first station in the country to deliver 316.000 watts from a tower 1000' above average terrain. For top coverage of Western Michigan — select WOOD -TV — Grand Rapids' only television station! I WOOD-TV Oi GRAND RAPIDS, MICHIGAN GRANDWOOD BROADCASTING COMPANY • NBC. BASIC; ABC. CBS. DuMONT. SUPPLEMENTARY • ASSOCIATED WITH WFBM-AM AND TV, INDIANAPOLIS. IND. • WFDF. FLINT. MICH.. WEOA. EVANSVILLE. IND. • WOOD-AM. WOOD-TV. REPRESENTED BY Y 12 JULY 1954 171 iV Television's bit lings 1. How much money (gross) has been invested in net tv {'49-54)? SOURCE: Publishers Information Bureau NETWORK 1949 1950 1951 1 952 I953 I954 First 4 Months $1,391,991 $6,628,662 TT8;585791T $18,353,003 $21,110,680 $10,478,129 $3,446,893 $13,011,831 $42,470,844 $69,058,548 $97,466,809 $42,980,081 $955,525 (No report) $7,761,506 $10,140,656 $12,374,360 $4,827,665 $6,500,104 $21,185,692 $59,171,452 $83,242,573 $96,633,807 $41,642,160 YEARLY TOTALS 19J9J $12,294,513 'ISSOl $40,826,185 19S1] $127,989,713 I952] $180,794,780 1953 $227,585,656 2. How much money have advertisers spent for spot tv time ('49-'54)? SOURCES: Federal Communications Commission; SPONSOR estimates 100 ^ «^7b\ %: -x- 1949 — $7,775,013 1950 — $25,034,000 1951 — $59,733,000 1952 — $80,235,000 1953 — $100,000,000 Dollar flgurci show national spot revenues of stations AFTER tnde discounts of fre- 'SPONSOn estimate based on television Industry si ast«. quenry and dollar volume; Bl PORE mmlsslons to reps, agencies, brokers. TV BASICS page 9 SEARCHING? This is WAVE-TV's coverage area, based on engineering studies and mail response. KENTUCKY If you're searching for the biggest TV AUDIENCE in Kentucky and Southern Indiana — ASK YOUR REGIONAL DISTRIBUTORS! Go ahead!— telephone your distributor in Louisville- then in Evansville (101 air miles) — then in Lexington (78 air miles Ask each "What TV stations do your neighbors prefer?" The calls will cost you a few dollars, but may save you many! WAVE-TV CHANNEL 3 LOUISVILLE FIRST IN KENTUCKY Affiliated with NBC, ABC, DUMONT NBC SPOT SALES, Exclusive National Representatives 12 JULY 1954 173 Want to Build Your Own Radio Network? Trouble with wired network advertising sometimes is that it covers you where you don't need it and leaves you bare where you could use a blanket. Us . . . why we have a network that's as flexible as a pair of hollow legs filled to the knee caps with Old Grandad. Flexible enough? You can build your own network. It's simple. List the markets where you want strong, complete coverage . . . extra merchan- dising arms and legs to tell and sell the dealers . . . to get displays onto and into the windows. We'll take your list and furnish a network that will prove to you that Keystone is the most radio- active network in America and the most flexible. Call us, write us, wire us. We'll help you build your own radio network to follow your specific sales pattern . . ."tailor-made" for your markets. • WRITE, WIRE OR PHONE CH I CAGQ 111 West Washington St. STite 2 6303 LOS ANGELES 1330 Wilshne Blvd. Dunkirk 3-2910 NEW YORK b?,0 Filth Avenue Pl«» 7-1460 SAN FRANCISCO 57 Post Street SUtler 1-7440 INTAKE YOUR CHOICE A handful of stations or the network . . . a minute or a full hour . . . it's up to you, your needs. P^MORt FOR YOUR DOLLAR No premium cost for individualized pro- gramming. Network coverage for less than "spot" cost for same stations. k^ONt ORDER DOES THE JOB All bookkeeping and details ore done by KEYSTONE, yet the best time and ploce are chosen for you. w COMPLETE MARKET INFORMATION AND RATES E DCDU: THE VOICE Reyslone BROADCASTING SYSTEM, inc. OF HOMETOWN AND RURAL AMERICA 174 SPONSOR Thi« Compnragrapft ..|.p...i> r<-gulat-lu in alternate isxues. If trill appear next .'* tiiffiixl lu.~il M 0 N 1A.T IB5M *• «",«*• *J IIOCO lulmui flOOO 170D i.> . f L D-F-B IJJOO RADIO COMPARAGRAPH OF NETWORK PROGRAMS TUESDAY WEDNESDAY | THURSDAY W*de .2500 WT m-f 17 W Ktltrr-WIUT. »9W ,r. m L %■ ,« maD, Dlr T(P ~^T~ Gibrl Im ."" m f p!S5 w.I *l •arid «i Lab. Com* Tim* Ill Llirati A Mjin Star, (rum Paih John Vindtrcoofc D.loM Oat' Johi C. Swiyzi Nighttime 12 July 1954 FRIDAY I SATURDA Tak* ■ Hunk* FattlM MV1 'Hi- TbrH Plant far tfta laoay -nrtlLrd I fold. Etaratt Htilvi WEN 1 ir Sons, Inc. . V. Lo Roaa 4 Sons, In< Pal & Jack Stio« ™«ud. La Rosa Prodnc W-l Th* Big Prevli N M M "latS Otnlfl S*h«T THOUGHT FOR FOOD merchandisers Week by week food advertisers prove, with renewals, the effectiveness of the guaranteed, consistent, chain-wide WPEN-PENN FRUIT Co. merchandising plan. Bond Bread has renewed for a third cycle; Brock's Frozen French Fries for a second cycle, as has La Rosa Spaghetti Products and Wilson's Ideal Dog Food . . . and now, also, Endust, Mrs. Schlorer's Mayonnaise and Mission THE Beverages have joined PAT JACK SHOW 9:05 to 10:00 AM DAILY on THE PERSONALITIES STATION WPEN Represented nationally by Gill-Pern a, Inc. \,-« York 1 bic.go 1 and explanations to help u<>" use thlw chart Sponsor* fi*red alphabeftVnllu with agency and time on air BflEVIATIONS; C, Chlr.iu. Clw. ClW ..JBREVIATION*: All. ilUroAW: «. mldnliljl; ■, wm^ur prwlueia;^ NBC BM 1-1 JO pm . ■■,.,., Miii-.im NBC. . Jnhn r Murraj: CBS. 0-»S pm; NBC. ■£F1h:'w. Tb, t S-nVum'ifBi I" P«A«i ■l"1 WWi M™1 *""•• *" Auimbliea «< G*d. W *\ Li-ui«t ABC. Bun tit auilont lira Multl-K«MH* PI*" ll)80' J"° ■.«■•«« : CmIUI Cammmtary orlflaaL** v ~~i u plof.«*d a Ctiavrel.t MXiti I'.innb.ll h>.l.l NBC. TU. T Ohrlitlu Hal Ctiuren. Olenn -Jordan BioHwl: JlHtoa: UBS. Bud t* Sat*ty Rwar. Hum: ABC. ¥ 10 pa I . Wattt,. McCann Krl£*uoe ABC. all Bu Oil, TAB: NBC. Tb MM pa Tha*. Himm Bravlnt. Cunptiall-UIUiuo: CUB. Mln.. Kuill Moiul: CBS, I jvlwry Board, Uri Bin h HI Brat,. JWT CBB, mania; O- Hnrnun MBB. . RipHI"."' ParaaTlrr ABC. I Mf«.. n..r,*huc- i Stewart Warner Cera.. Hacfttlarid. Arenrd »Vrfl VM PENN BROAD(_ASr(fc CfJMPANY IF 1%. Vt— ?t~T& V llJE^ ft Jack Shot , Ideal Dog Fo H^v L » U 1 U imI TlB Thl* r"mP""«r'''h «PP™" rrnulorlt) in alK-riiMfr Ml Mill HOM Iswism. 11 irlll appear nrxl 9 tiinux Mir. 1 W*"^^ SUNDAY 1 MONDAY 1 RADIO COMPARAGRAPH OF NETWORK PROGRAMS Dayt me 12 J u ly 195 4 L ffl Jm ' "wj w ffrai^er TUESDAY WEDNESDAY THURSDAY 1 FRIDAY SATURDAY ItTMl Tar IJ-T RUI* Bllla Hom pw-t '■;* s ' ti-r L or-. mioo K H .hi M!H» EW I2S30 Cavil Brno «••■ W 'mT L , BV~ '" , SSriSSi; ,vr; lvflli.ee Burnol PrivHUta uit BMll km -... s e,¥T ,. M, ITU* st~> F»"S-i„. =""■„-„— , '•¥•:"" ,. Mi triir ,tsr» , B"¥™" , Mlny\0 11 30 AR ' oil t -ss™ Bob Smllh Ill Baffwai Sin oofsr. Olstorjih • ISO* •iDllltf news hi ■. h '">(l« !••■■ ttw Wlf* Uvtr IT. 11. til 1 T Shaw 'EH? HPV Waiter* tIJDO C»"T^ ,,,, Whlwff imiti ;~t WhliDf'o ItricU ....-!. WW) m irjT^Jp .... th< Bank Mil** Labi ■wlrJ'wAip LJh l*yt Isawmili iZH^m"vM -ss.- N "" *^!2 l*ittr.T [BJOl'tD Miko up .. Hrid latao |M75 F^L1 E«ty |3M0 ^ir Moctarn Rotnancii "'-"■ -;f,^-j TV-'-"'" Aodarn Romancei iodfny (eont'd) ) H 1'. 1 LsoYT T Narthwtatern U J City By- Lino" SSK ?,s "Joe rnssar K.Sfn!j! °"XT,lj,o'" :.ty '" m™' r *r; ""'S„',h.V. "" -.„ y«JM«b«.. Ti* ' Sieortd Chinow l,e I-!.,,, 1-1.,.. T . i TOM CARSON... »—'..,-», Mo^tllno BEo'll!,a"n jffTSs" Tl.» TTit« Pl.nl Hoiemiir* -■ mf *""l [%• Tbro* Planl 3-Clty By- Lino S*B "™ "' %• Tt?«' Flul !>n!!. °a\»Z, ~ i \ America's top ranking advertisers fcas-, lllllltl*/1 , -» . K*Btitl,ill*h' H ta lt-ii t ffltiNd™a'-JS 3tT T BAH m-f 123*0 1AB S3IM Ho «i»^«* v-i.„r 1...., pa Holm"..."'. SBr-1 ""SS fST" n fzy. f •ullno Fradsrltk 1 V"",,'n0 ,, . »°»r , """'»,F';',""k w.^r. ■"""^f"":. 11 Ranch B.y. Mil Shadsl Nfwt 140 ' ' 1450 , RS , fa^ * place time in Carson's early morning 'Breakfast a la Carson". WratTg0!"' Prudential lni MB 'm^HBt -"..sr" rf*V'**""" NH4.-B| M.'k.l" J;;u'E, rKi l& SSi -^r *"'. J"rl i'j ,'u 3U L-AT "•^a- a :. jam sweats... \ Winner <>f 1953 Cleveland AFTRA at Okta ■■tkn II '"''""""r llll tunnl.ih.m ha sternal ll|hl z>n"'z«'zy, str "'"Ijii"! '■ •""..s;- minion tumor tars *vnr Holly. mil"* *L»T :w 14000 ■;•?;;„..'!«; John T. Flyna -""«- °?!''r:r -'»- '-"•'- f;"^r s,a"B Jt^'S' r,';.::r,:"i \ \ Awunl ami l'.rnia ProetZ National h^V/w Award for outstanding achievement l^fBH Hsrtli «f truth IH Marti* 11500 Robert Traul locl-n Frontier. World Trtvalar J L '"" IE? "'" = -' L UN m-r L BIN a" " L •ry\ Rood of II In ?*0 Uory aoan JetnptM """ .c.,F"'»,n"; "...r- •iul Htmy m«i •AQ: Itory soap "■sr ;■":• ; Road of tlfo l»ll "'avf L "..SS* ,.,-.„„.... gfti to, H**lh*rt*n -..pr City Hospital OSN T 1 ' 1, Ruby Man- in the finest <>f women 9 programs. "" sr;~-°; 63N ""rn^l L 5VJ5, W jjjp. Tod Malono if'-iS ,"■" ":""'•; M»""Sf L /?£»& r "iT"'",. Tpd Moloni gbra a BKuce Mcdonald ., . In P""""" i"ih"" U) u:s."l No nilsori ■IN m-r L ""-ir" -»sr ISir N"»rr"" a» air's V i '■■ M lion - \ / \ For eleven rears Bruce McDonald's l.ulillni, IIIF.I mV (HO DIM) •iVO di«. Ifffl ,fs,dr., ';;;'. Gulrlln, llfht \ / * \ INcws Show on WJW has hrlil .in oul- standing sales and sponsor record. I'M HHwhlU |1M* .niHt.nO US* * T Thi Colhellt P.r ""' L ntt art Burton OP_: comfottl a!h m wood Parry Moion T8N* 'm""* L JIB 1JSD0 Wondorful City -„sr' .,.„,,. !n'(<^V£7 Wondorful City < m-l L K,-rr •jar Wonderful City ntF" nd Mn Burton &!5 ■■-** nd M'. rr„. Wonderful City ":x-r aaw-JU Syntooatlon "(MI'S lltsB -„..■ i . Moondog . , . \ S.-i* new records with hi> personal Ji£i J?3sS AB Trill Co' m-f Iso* man) P-.ry Mason ss t 1. -losstury tioot PS - JT":T,, Bitty OriAtrl .F«l tfl.w.fiwoO Mirtln Block m-r liWM »4Q ' >)00t) Show m-l » SB 1 TMil Co.* WAG ;-=■•",. ";'.*.. 0r" U^» f ' LAT WBi ~"\ \ appearances ... recently attracted > 2:..a£S_J6Q0fl .B ' (lea man) "TJSwf* 3?& 5® ill".'". s.r. ft^iijjsi la\B K70n '.pn«T.. IAB '" SS"™"1 1 srm Ps-sws World ON ^* tn CLEVELAND'S ^^STATION r'H'r'L Mlki & Buff's jygSffijB .Mil. F H.rtn.n "'MllfBu''" 'ii'rB'S M,M.*8e.r' !&&& l)l.( (..hl-iril It' *PLfl nn-nsl Rilnir ■ H Alh*r ii»o °VS" ■ysr Wwkand ■tin Th. B'li* ^Ji »'.BS- »•■=» Bickiliao will Band'tanrt -jr* g3-s3 1 m-r L Batty^ cToskar }«n Mis UV3H ra NO«nrrlTk "'■'""" :".r Reed Brovnlm 1 m-f L J a 25-30 T No netnork "m't* -1b "" m0r" FfMd Brownie,, "•^ar Mutuil Mssal* Si B- ■ , • s ftatut. M Iht Ihow hill i Mutual Muilo Sh«« ( m-r T )-f s ro mod i-f-b m'iwmi Bliiw '" JIMii Mutual Muill irs°S Mutual Muill m'l "» ro',«" Show l-F-B T\x\Fr J w BASIC ABC CLEVELAND IS, OHIO HR RIPRCSINIAJIVIS, INC . fiibM jnti W Trumison r-j«i SSmS "™ , 8T""=,.,T J m-r T Cltarloy A John ItLH: J *" * *BLA-T Chtrliy A John "•,"',".:. ss? m f T harliy A John .".:,>"""""", 1 \ \ IK \ II S»?S fanhacin tin.p \\/A\// . """.V ■' £ WW w Rhythm on lh« Ra*d Ildnn QtrKtd ■MN T tlDHtlll Ilion W**kend SS- ":■!'-,: ' '. ; " ' ."V". i*tii ' tiua > Paio Famll Austin rtlDlln,e> '"";t" Bobby Benson ni,'.Ti'1,!J',h''',r luitln Klpllnoft Vuh m-r L 'b'.V' NIAB jual Fillk Bill luatln Klpllnfor No n*Wer« astrrlM BoOhy Bmion Win. '"* *11B Just phi* mil r*y *Cin*r Pr auitln Klgllngcr Sitra all tl> rVajB m-f 1. -«sr 1 Pays I. h. •; S ':"""■" j«r T riiB.Afo/i \ / \ / Art A Dotty Todd \j \i «.J«, > Pago Farxfll Art A Dotty Todd U^/dcm Art A Dotty Art A Dotty ( s ». 5000 w Q WJW BUILDING '^■^ REPRESENTED NATIONALLY ■ ooirl Traul 11000 OMll nr«n ,'*?". |-*sJ—» Lonnio Jonoa GlofU Packer ""rlT ,»,-,. m'^'"1*,-.) v"""',, r'""',. B1 ,!».,, U»« is sn,«2 iT«S^3 s ,n ' '* B^lMSI BMIll It Pay. to ka Vlntonl Loon £1tS' It Pstyt to t* ,"'"••:',"•", m'st-iH 1 >-' L lurl MOUfV 11*11 i On the Washington scene.. Her column tops 'email! You might not think it, to look at slim, diminutive Elinor Lee . . . but she's one of Washington's best-known, most influen- tial women. For one thing, she's food editor-columnist of Washington's largest newspaper, The Washington Post and Times Herald. For another, she's the dean of women broadcasters in the capital, with an award-studded record of more than 25 years as a dietician, homemaker and consumer service expert. (One of her WTOP shows was sponsored by Potomac Electric Power Co. for 11 years!) But what's most important . . . her daily column of the air, "At Home with Elinor Lee," is (by a wide margin) Washington's highest-rated women's program, month after month, year after year! If Washington women interest you (and remember that we have the highest major-market family income in the na- tion here), reach them with Washing- ton's most interesting woman, WTOP Radio's Elinor Lee. WTOP RADIO Represented by CBS Radio Spot Sales ^^■^•^•5fe-sfe-Sfe*5fe^ Each frame — each scene in the print must be perfectly matched to assure an out- standing film production. Leading producers, directors and cameramen know that Precision processing guarantees that individual attention. Skilled hands and exclusive Maurer-de signed equipment are teamed to bring these perfect results to each Precision print. Even more important, continuing research constantly improves techniques that are already accepted as unequalled in the field. In everything there is one best . . . in film processing, it's Precision. P\R\E ION FILM LABORATORIES, |NC 21 WEST A6TH STREET. NEW YORK 36, N.Y A division of J. A. Maurer, Inc. 182 SPONSOR FILM REPRESENTS OVER HALF OF LOCAL PROGRAMING Here are some of the important questions you will find answered in the six pages of this report Q What percent of all local programing is on film? page I II What type of film do stations use? page 2 II If on- much nighttime network programing is on film? page 2 Q How big an audience can reruns of film shows get? page 3 II How many episodes in a season's film cycle are missed? page 4 II What do station men thinh of reruns? page 4 Q How much time is left for film outside networh hours? page 5 11 \\ hat should you look out for in huying film? page G 12 JULY 1954 183 M The extent film is used in television 1. What percent of total programing hours of tv stations is on film? SOURCE: Questions 1-4 on these pages are answered by charts adapted from NARTB 1954 report on film. NARTB surveyed 120 tv stations operating before 15 May 1953 in markets of varying size. Week surveyed was 7-13 June 1953: 60 stations replied. , LOCAL- , ALL , STAT.ONS REPLY. NG TO QUESTIONNAIRE *RLJ*E *£!"" "aWAlT " "Z*. " K GrOlip 1 - stations in markets up to 50,000 fi families) 18.1% , , 45. 9f ( . . .64.0%. . .36.0% GrOUp 2 (9 stations in markets o i.OOO U families) 22,4%. . .23.4%. . .45.8%. . .54.2% GrOUp 3 (28 stations in markets o) 150-500,000 t\ families) 21.0% . . .25.3%. . .46.3%'. . .53.7% GrOUp 4 (6 stations in markets o) 500, L.000, tv families) . . .22.6%. . 32.3/ { . .54.7%. . .45.3% GrOUp 5 9 ttations n markets of L,000,000 or mort tv families) . . .31.9%. . .40.4%. . .71.8%'. . .28.2% Many admen have wondered just how much time tv stations devote kets have almost the same percentage of film programing as sta- to local-level film programing of all types. The answer is contained tions in the smallest tv cities, due usually to the fact that they in the NARTB-compiled chart above; it may be a surprise to many. go on the air earlier and stay on later. "Film" programs above All stations do more film programing percentagewise than live, re- include syndicated program series, feature movies and Westerns, gardless of market size. Oddly enough, stations in the largest mar- short subjects, newsreels, "free" tv films i mm .in- i't total programing ha 2. How many hours of local programing by tv stations are on film ? SOURCE: See question I. STATIONS REPLYING LIVE LOCAL HRS. TOTAL FILM HRS. Group 1 stations 10.37 26.54 Group 2 stations 21.43 22.39 Group 3 stations 23.20 28.03 Group 4 stations 24.01 34.02 Group 5 stations 32.50 42.20 Wore "program" hours m<>au more "film" hours As chart at ieft shows, the bigger the market the mere hours per week stations are on the air. Bu* even though the largest tv outlets in the largest markets air more than twice as many program hours as the smallest outlets, film shows continue to play an important role, exceeding live programs in number of hours in every case. Thus, local film programing is ahead on two counts: ( I ) the percentage of local time that is devoted to film; (2) the number of local filn hours as compared with rhe number of local live hours. 3. What percent of all local programing does film represent? SOURCE: See question I. STATIONS IN Group 1 72%> STATIONS IN Group 2 70 5V STATIONS IN Group 3 %> 54^- STATIONS IN Group 4 59 < . STATIONS IN Group 5 56 < ' This chart again shows that stations find film a low-cost, profitable form of local programing. Stations in every size markets use film for better than half of their local programing. Stations with the smallest coverage area rely on film more than any other size station, programing an average of 72% of all local origin telecasts with film. Next heaviest film users on a percentage basis are stations in markets of 500.000 to a million tv families. These stations use film for 59% of their entire local programing hours. BASICS /'";/' i The color camera can pick up the slightest change in an actress' complexion. But unless the radio relay and coaxial cable routes that carry this picture are specially equipped, her blush would never reach the nation's screens. It is a big job to install new equipment, necessary for color transmission, along thousands of channel miles in the Bell System network. Personnel must also be trained in the new techniques of transmitting color signals. But the work is well under way, with facilities now serving an increasing number of cities with color television. The Bell System will keep pace with the industry's needs for color television networks. BELL TELEPHONE SYSTEM PROVIDING TRANSMISSION CHANNELS FOR INTERCITY RADIO AND TELEVISION TODAY AND TOMORROW Bell System technicians testing transmission of the color signal over radio relay facilities. 12 JULY 1954 185 4. What type of film do stations use (by weekly hours and percent)? SOURCE: See question I. FEATURE FILM H RS. SYNDICATED FILM H RS. SHORT SUBJECT FILM HRS. FILM SHOT BY STATION FREE FILM Group 1 stations 12.04(44,8%) 9.41 (36%) 1.55(7%) .08 ( .7%) 3.07(11.5%) Group 2 stations 9.26(41.7%) 8.33 (37.7%) 1.33(6.8%) .55 (2.6%) 2.32(11.2%) Group 3 stations 12.57(46.3%) 10.53(38.8%) 1.50(6.5%) .11 ( .6%) 2.12 ( 7.8%) Group 4 stations 21.27(63.1%) 6.40(19.6%) 3.10(9.3%) .29(1.4%) 2.16(6.6%) Group 5 stations 29.03 (68.5%) 7.30 (17.7%) 3.58 (9.4%) .26(1.1%) 1.23(3.3%) 5. How much nighttime network programing is on film? SOURCE: SPONSOR'S Comparagraph of Network Tv Programs for May I954 LIVE HOURS NETWORK WEEKLY ABC 17'/2 CBS 221/2 DTN 15'/4 NBC 19'/4 * Does not include shows which are partially film. FILM HOURS' WEEKLY TOTAL HOURS LIVE & FILM °. FILM IS OF TOTAL 7/2 25 30% 4 26'/2 15% 0 IB/4 0% 5% 25 23% ■ 6. How many nighttime half-hour shows are on film? SOURCE: SPONSOR'S Comparagraph of Network Tv Programs for May 1954 TOTAL NO. ',-HOUR NO. ON NETWORK SHOWS WEEKLY FILM" % ON FILM ABC CBS DTN NBC 30 36 18 13 15 8 0 11 * Does not include shows which are partially film. 50% 22% 0% 31% 26% of iiif/ftf half -hour shows are film A comparison between the proportion of half-hour shows on film and total nighttime programing on film shows the strong trend on networks to half-hour film shows. Live night- time variety shows and hour dramas lower the percentage of film programing in total nighttime network programing. ABC's ratio of film to live among half-hour shows is 50% film; of total nighttime programing, 30% film. CBS has 22% of half-hour nighttime shows on film, 15% of all programing; NBC has 31% of half-hour nighttime shows on film, or 23% of total nighttime programing. Du Mont is the only network that programs live onlv. FILM BASICS ! pagi 2 C3CHHH .©: 47,000 WATTS E.R.P. NETWORK AFFILIATIONS ^j^ ' ABC SERVING THE ROCKFORD-MADISON AREA ROCKFOR D.ILLINOIS CONSULT H-R TELEVISION, INC NATIONAL REPRESENTATIVES 12 JULY 1954 187 MM Reruns of film programs 1. How big an audience can reruns of film shows get? SOURCE: A. C. Nielsen Co. Analysis of Repeat Films, December 1953; done for ABC, CBS, NBC film divisions. Summer ratings of film reruns higher than shows run for first iinu- in summer SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS foi comparison) WINTER: Ratings for orig- inal Mill I . t' I i I 1 1 1 s 1 1 1 i \\ B SUMMER: Ratings Mills Of s.'IMlr BllOWfl High Show: 46.7 High Show: 40.9 Low Show: 12.9 Low Show: 14.6 AVERAGE ALL: 33.9 AVERACE ALL: 28.0 AVERACE DECLINE: 5.9 rating points WINTER: Ratings foi eon 1 1 ul group hi shows SUMMER: Ratings replace- ment shows run tirst time- High Show: 56.6 High Show: 39.4 Low Show: 13.3 Low Show: 12.0 AVERACE ALL: 31.6 AVERACE ALL: 24.0 AVERACE DECLINE: 7.6 rating points .Share of audience film reruns higher than shows run for tirst time in summer SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS (for comparison) WINTER: Share of audi- ence of original run of film shows SUMMER: Share of audi- ence Of Ifl'Ulls lit' S.'llllr shows 52.1% 52.2% The A. C. Nielsen Co. made a study of the audience that the original run of a film show commands during winter compared with a rerun of the show during summer. Nielsen than took a control group of shows falling into the same program categories as the film shows for comparison, checking the size of the audience these WINTER: Share of audi- ence of control group shows SUMMER: Share of audi- ence for replacement run for first time 48.4% 50.2% commanded as first runs in winter compared with their replacement shows in summer. Nielsen found ( I ) the average non-repeat show lost more rating points than the average film rerun in summer; (2) film reruns during the summer had a higher share of audience than original runs in either winter or summer. 2. Is there a big audience loss when some people realize a show is a rerun? SOURCE: See question I. Ai-erage rerun loses less audienee than summer first run shows SHOWS WHICH HAVE FILM RERUNS WINTER: ', of audience ot original run of film show which stays tuned* SUMMER: ', of audience of reruns of same shows n hlch stays t lined ' High Show: 97% Low Show: 75% AVERACE ALL: 90% High Show: 96% Low Show: 77% AVERACE ALL: 89% A further Nielsen study showed that more viewers stay tuned in to a film rerun after they realize that it's a rerun than stay tuned in for the control group of first-run summer replacement shows. The average CONTROL CROUP WITH NO RERUNS (/or eompariton) WINTER: ', of audience SUMMER: ', of audience of control group which nt' i eplacemenl shows which stays tuned stays tuned High Show: 95% High Show: 95% Low Show: 83% Low Show: 83% AVERACE ALL: 90% AVERACE ALL: 88% of all rerun films tested commanded 89% of the audience, which stayed tuned in for 25 out of 30 minutes. The average replacement show from control group kept 88% °f viewers for that time. FILM BASICS we 3 3. Will viewers watch a rerun film show they've seen before? SOURCE: See Question % OF RERUN SHOW AUDIENCE WHO HAD SEEN THE EPISODE BEFORE 41% % FIGURE ABOVE IS OF AUDIENCE WHICH WATCHED THE FIRST RUN 34% Just as millions of Americans will go to a movie or a play more than once so millions of televiewers will dial the repeat episodes of a tv program they've enjoyed. As the Nielsen study of rerun programs indicates, an average of 41% of those homes tuned to a repeat film show have seen the show before . . . but watched it again. This figure compares favorably with the size of the original audi- ence tuned to the first-run of the program. An average of 34% of the viewers in the original audience, according to Nielsen, return to watch the repeat showings. Concluded Nielsen: "Use of repeat film shows does not significantly affect audience levels in tv." 4. How many episodes in a season's film cycle are not seen by viewers? SOURCE: A. C. Nielsen and CBS TV Film Syndication Nearly 90% of audience sees less than 50% of shows PERCENT OF VIEWING HOMES NO. EPISODES VIEWED AV. NO. EPISODES PER HOME 2% 16-21 16.2 10% 11-15 12.5 24% 6-10 7.7 64% 1-5 2.2 In a special study of a 21-week film cycle, A. C. Nielsen learned that only a handful of viewers — 2% — saw more than 16 episodes in the program series. On the other hand, most viewers missed a large number of episodes. Some 24% of the audience saw an aver- age of less than eight programs; some 64% saw fewer than three shows. The point: the first-run of a show, apart from all consid- eration of tv's steady growth in both markets and tv homes, does not exhaust a program's opportunity. And, as the chart above shows, even if they have seen a film show before when its being shown in rerun the chances are good that the viewers will stay. 5. What's the judgment of station programing men about reruns? SOURCE: ABC Film Syndication Inc. survey of 80 tv stations, first quarter 1954 STATIONS CARRYING 1-5 RERUNS 75% STATIONS CARRYING 5-10 RERUNS 9% STATIONS CARRYING NO RERUNS 16% Majority of stations carry rerun film series More than eight out of every 10 U.S. television outlets, including those in the largest and oldest markets, carry one or more rerun film shows. Reason: From the station's viewpoint, they often pull as well as, and sometimes surpass, the program's original tv rating. 6. What else helps to account for the large rerun audience? SOURCE: NBC TV Research Department 91% growth of tv in past two years means big rerun potential 1952 month-by-month tv set growth Jan. 15,777,000 July 17,832,200 Feb. „ .16,129,300 Aug. 18,354,300 Mar. 16,535,100 Sep. .18,711,800 Apr. 16,939,100 Oct. .19,124,900 May .17,290,800 Nov. 19,751,200 June 17,627,300 Dec. 20,439,400 1953 month-by-month tv set growth Jan. 21,234,100 July .24,519,000 Feb. - 21,955,100 Aug. .24,895,000 Mar. 22,551,500 Sep. 25,233,000 Apr. 23,256,000 Oct. 25,690,000 May 23,930,000 Nov. 26,364,000 June 24,292,600 Dec. ... 26,973,000 1954 set growth Jan. 27,812,000 Feb. 28,500,000 Mar. 29,125,000 Apr. 29,495,000 May 30,083,000 ', ', ',.. !?: w n ■> : :'. ■> page 4 Ill Availability of time for film 1. How much local "film time7' is left outside of network program hours? SOURCE: SPONSOR survey of four major tv networks June 1954 KluvU portions of burs bvloiv intlivuiv "twtwork option" p<>rio of Annie Oakley on a national basis, or regional deals like Pure Oil's sponsorship of Racket Squad, \J should be careful in scheduling the starting dates nf tin ii film campaigns. Season: The usual num- ber of prints supplied for even a "national'' tv film deal perhaps 50 markets) without extra charge to the client is around a dozen. These are shuttled between stations on a "bicycling" basis. Day and date starts mean costly extra prints. /~K ifuulUfl Control: Pilot films aren't always a good • I gauge of of what a series will be like. If a series is W not completed when it is offered to you, you will have / I to rely on the reputation of the producer or the syndi- ■■ cator. Look at representative samples of his other series. Don't take chances, either; they can prove to be very costly, [ndependent producers, and most Byndicators who also produce shows, are financed by banks who charge full rates of interest, and who have the producer in a comer. Therefore, the average producer isn't likely to offer cancellation clauses. 71 < u'll protections: Just as the financial responsi- bility of a producer and/or syndicator should be investi- gated before signing up for an important film program deal, so should the question of legal protection be ex- plored, veteran film buyers warn. There is, for example, the question of who, exactly, is responsible for the film dining its various stages of travel i agency, client, producer, syndicator, shipper, station). Also, clients should cheek on the protection they are of!', red against crank lawsuits, morals questions with talent, retroactive union increasi 9, and so forth. Distribution: Video clients should always check a syndicator 's distribution facilities. Are the tv film prints carefully inspected? Are they cleaned and repaired? Does the syndicator have a reputation for delivering prints to stations in time for play dates? Does he carry insurance on the films while they are in his possession? so on. Reason: The handling of tv films can become a problem. Big syndicators, like Ziv Tv, NBC, CBS, Official, and others have to handle as many as 1,200 prints per ('lients who want commercials cut in should check cost. 8 Research: The same warnings that apply to the pur- chase of live shows on the basis of broadcast research apply to the buying of tv films, particularly reruns. Ratings may be cited as being "typical." These should be checked, if they are being used as a strong factor in show purchase. The ratings may be old and made back in the days when the show had Only minimum competition. Or they may have been made in one station markets, in which cast thej do not reflect the ability of the show to attract audience in multiple station markets. Ratings are only a guide. 4 Reruns of tv films: Today, reruns are so well ac- cepted by clients and audiences alike that there is little of the original stigma ("They'll never get an audi- ence") surrounding them. However, there are price differentials between first and subsequent runs on nearly all film packages in syndication, with the price dropping anywhere from in to 40%, depending on time slot, original rating, number nf sets and stations in the market, and such like. It's wise for a client to (heck carefully on whether a show- is really a first run package, if it is offered for sale as such. 91 xclusivity: New tv stations have appeared with great regularity across the face of the U. S. in the past few months. Many of these new tv markets overlap with old ones. Therefore, a sponsor who is buying a syndicated film series should be careful that the same program will not be seen in a serious overlap with his campaign. It's possible today for a sponsor to buy a show as " first run ' ' in a new tv market only to find that the •' second run " showing — -perhaps by a leading business competitor— is being seen by a sizable percentage of exactly the same audience. I Mervhundising: Nearly all of the syndicators con- -~ tailed by sponsor in its survey of the made for-tv film ■ industry offer varying degrees of merchandising assis- |l tancr. The fanciest variety is offered by the top syndJ \_J CatOrS like Zi\ Tv, and by the syndication offshoots of the major tv networks. However, other syndicators and producers have developed some audience attracting publicity gim micks, which can range all the way from the franchised merchan- dise deals made with slums like Ramar of tin JungU and Flash Gordon to personal appearances of stars [Liberace). M £^ Station contracts: Although the number of III multiple affiliate stations is dropping in the big tv markets, it's still wise to check on preemptions and ''misses" in time contracts. Reason: Certain spe- J_ \J eial tv programs, like Presidential speeches, major news and sports events, and suchlike can "bump'' a Locally slotted film advertiser out of his usual time. Un- less the time contract with tin station spells out dearly that the advertiser will get a "make-good" in his regular time slot sponsor may get one which does not reach the right audience. RF.i*RiyTS OF FMIA1 RASICS are available on request. Special price for quantity orders M D •/■■ I P page 6 fil star-studded feature for TV. . so new 12 are still reserved for Motion Picture Theaters! Right now, you can sign for the rights to the showing in your market of every one of the 30 recent, major studio feature films never befcre seen on TV which make up the General Teleradio "First with the Finest" film franchise. It won't delay your scheduling a single day but twelve of these films are so recent that they are being held by the flm distributors for motion picture showing until the dates listed. You can't blame them when you consider that $45,000,000 was spent to produce the 30 films in the first place. Don't you be left waiting in line in your market. Act now/ Call... New York-LO 4-8000 ■ 1440 Broadway Chicago — WH 4-5060 • Tribune Tower Los Angeles-HO 2-2133 • 1313 No. Vine St ARCH OF TRIUMPH (now available) BODY AND SOUL (available 8/10 54) CASBAH (now available) CAUGHT (now available) COUNTESS OF MONTE CRISTO (now available) THE DARK MIRROR (now available) DOUBLE LIFE (now available) FABULOUS DORSEYS (available 11/13 54) FORCE OF EVIL (now available) FOUR FACES WEST (available 8/10 54) LET'S LIVE A LITTLE (available 12/7 54) LETTER FROM AN UNKNOWN WOMAN (now available) LOST MOMENT (now available) LULU BELLE (available 9/7/54) MACBETH (now available) MAGIC TOWN (now available) MAGNIFICENT DOLL fc (now available) MIRACLE OF THE BELLS (now available) MR. PEABODY AND THE MERMAID (now available) NO MINOR VICES (now available) NORTHWEST STAMPEDE (available 8 25 54) ONE TOUCH OF VENUS (now available) THE OTHER LOVE (available 10 13 54) PRIVATE AFFAIRS OF BEL AMI (available 10, 16 54) RAMROD (available 8 25 54) RUTHLESS (available 9 12 54) THE SCAR (available 12/6 54) SECRET BEYOND THE DOOR (now available) THE SENATOR WAS INDISCREET (now available) SO THIS IS NEW YORK (available 12 13/54} ********* ******* Take a quick look at- LUBBOCK TEXAS HUB OF THE SOUTH PLAINS ***** ********* LUDDUuII lAHO Largest Metropolitan Area * between: „ DALLAS, FT. WORTH AND ALBUQUERQUE 650 MILES SAN ANTONIO AND DENVER 961 MILES * OKLAHOMA CITY AND EL PASO 725 MILES WICHITA FALLS AND EL PASO 556 MILES LUDDUvll Retail Trading Area comprises: * 26 Counties Population 396,829 * LUDDUvll Metropolitan Area: Population 108,678 County is THIRD in Cotton Production in America is FIRST in Cotton Seed Oil Refining in America LUBBOCK LUBBOCK LUDDUIsIA County is THIRD in: Per Family Spendable Income $5,237.00 * LUDdULK is the Home of "TEXAS TECH": * The College has an annual payroll of $3,000,000 NATIONAL REPS — THE KATZ AGENCY KYC. The Strongest Voice of the South Plains-5000 W.D. 1000 W.N. CBS — The only Class A Radio Network Service in West Texas KFYO— Covers 36 Counties— Pop. 542,300— Radio Homes 144.130 * KFYO 790 * ******* ********** 94 SPONSOR EE5» SPECIAL FALL FACTS REPORT FROM MORNINGS TO AFTER-MIDNIGHT, BUSINESS IS GOOD Here are some of the important questions you will find answered in the pages of this report (J. What \v the timebuyer's outlook in fall availabilities? page 196 ||B What are the important sales trends in spot radio? page 197 %|. Are new yardsticks being used in fall spot buying? page 200 i|. What role will transcription firms play this fall? page 210 ||. How well does spot radio reach the U.S. farm market? page 218 l|» What developments are there in classical, folk music? page 220 l|. How have after-midnight spot radio shows been doing? page 221 ||. What's the outlook in foreign-language programing? page 221 ||a Fm radio: Is ""hi-fi" proving a shot in the arm? P«ge 223 12 JULY 1954 195 Availabilities Q. From the timebuyer's view- point, what's the general outlook for spot radio time availabilities? A. The fall L954 outlook resembles thai "I last year, although a number ol trends in motion then have become more pronounced: 1. Mornings: The Monday-through- In, lav 6:00 a.m. to 9:00 a.m. day- segment is -till the most sought after. Result: Man) stations sell morning time "iil\ «.ii a waiting li-t or rotating basis, with the biggest control center- ing on "personality" shows in the 7:00 a.m. to 8:00 a.m. breakfasl hour. This squeeze i- getting tighter, too. ln- creased emphasis on the out-of-home radio audience has heightened com- petition for prime morning time since these sales tactics have brought to ra- dio mam advertisers who want to reach motorists on their waj to work. Between 9:00 a.m. and noon «,n week- days there are more availabilities. Weekends, too, have more open morn- ing time, often at special weekend discounts. 2. Afternoons: Since main adver- tisers who want to reach liotli men and women d<> not feature- strongl) in the purchase ol afternoon slots, there are more Blots available in afternoon time than in the peak morning hours. How- ever, tins situation ma\ tighten con- siderabl) b) the end of summer. Al- read) a number of top advertisers — including General Foods' Jello and Minute Tapioca. Clapp's Baby Food. Nescafe, Bluebonnet Margarine, Nu- coa, Chase ^ Sanborn and such cig- arette advertisers as Camel. Lu< k\ Strike. IAM and \ icero\ liave start- ed to place extensive afternoon spot radio schedules. Consensus of reps: Hot- in women's participation pro- grams and afternoon d.j. sessions that -how strong rating histories will be a good l»u\ for fall, particularly since the radio -et -alt-- trend I See Radio Basics page 00) is in the direction of small "extra" Bets and clock radio-. 3. Evenings, nighttime: Advertiser interest in early-evening radio time — particular!) new- strips has been ris- ing lately. \- Street & Finnej time- buyer Helen Thomas told sponsor recentl) : "Earl) morning has become BO popular and so jammed with com- mercials that I've stronglj recommend- ed the 6:00 p.m. to 7:00 p.m. time -lot-, particularly at the da\time rates on some stations. During these times we get the same mixed audience as mornings." As in afternoon radio, the outlook — at the moment — for picking up availabilities i- pretty good but it i- likeb to tighten up b\ fall. 196 SPONSOR Spot radio availabilities during the prime tv hours of 7:30 p.m. to 10:30 p.m.. as evcrv timebuyer knows, are the easiest of all to buy. But, as more and more stations group them into at- tractive saturation packages and as re- search shows the still-powerful effects of nighttime spot radio, this situation, too, is changing. "Nighttime spot ra- dio may be the 'sleeper' in fall air advertising," is how a Cunningham & Walsh media buyer termed it. Already, according to reps, there are signs that nighttime slots — particularly of the music-and-news nature — are disappear- ing from the easy-to-buy list. Auto advertisers and auto dealers, particu- larly Ford and Lincoln-Mercury, have been snapping up 10:00 p.m. and 11:00 p.m. news shows. After-midnight popular music shows are as popular I and as untouched by tv) as ever. Classical music shows beamed at music lovers and the hi-fi fraternity in the post-midnight hours — a trend that started last fall — are continuing, and timebuyers may expect to see a number of such offerings, par- ticularly from am-fm outlets. Sales trends Q. What new trends are appar- ent in spot radio selling? A. As outlined above, the basic situ- ation in what time segments are most available hasn't changed. But there's been a sizable shift in spot radio sell- ing which affects the buyer. Here are some of the most important sales developments: 1. Service packages: This fall, more than half of the stations in the coun- try— according to the guesstimate of sales executives of several leading rep firms — will feature some kind of ser- vice packages. These will range in size (and price) from occasional traf- fic bulletins at peak commuting hours to full-scale combinations of traffic, weather, school, travel service, shop- ping and homemaking announcements throughout the day. Particular stress will be placed on weekend radio service packages (see "Weekend radio: are you missing a good bet?" Parts I and II, SPONSOR 14 and 28 June ) . Reason, as voiced by one station sales executive: "Tv will never be able to compete with ra- dio in this form of programing. And Station Reps Assn. clinics further buyer-seller umlerstuniting SRA brings together groups of station reps and admen to discuss spot radio. Pictures above show several of these meetings. Top (standing, I. to r.) R. Rollinson, director of advertiser relations, SRA; F. Mitchell, G. Milliken, FCB; T. Campbell, Branham Co.; J. Marsicano, W. Ensign, P. Gerhold, FCB; J. Francis, Free & Peters; E. Fillion, Meeker; B. Morrison, Free & Peters; W. Reed, Biair; G. Blake, FCB; (seated, I. to r.) A. Pardoll, W. Bambrick, A. Lowitz, A. Weil, H. Frier, H. Holt, D. Kaplan all from FCB. Second: (standing I. to r.) C. Fredericks, Biow; R. Rollinson, SRA; H. Shook, PM; P. Leary, PM; (seated I. to r.) D. Deutsch, PM; T. Christensen, PM; J. Tormey, Avery-Knodel; R. Milhiser, PM. Third: (standing I. to r.) R. Rol- linson, SRA; T. Campbell, Branham Co.; J. Thompson, Free & Peters; J. Turck, Weed; R. Fenner, Vick; F. Fitzpatrick, Katz; A. McCoy, Avery-Knodel; D. R. Moore, Vick; B. Goodel, Meeker; (seated I. to r.) T. F. Flanagan, SRA; M. Bassett, Blair; T. Poole, R. Davies, C. Carter, E. Gel- lert, all of Vick. Bottom: (standing I. to r.) R. Rollinson, SRA; A. McCoy, Avery-Knodel; M. Kellner, Katz; R. Gurkin; Blair; J. Carter, Adam Young; M. Turner, B&B; J. Scovern, Free & Peters; (seated I. to r.) G. Beaumont, P. Podgus, C. Jones, M. Becker, E. Murtfeldt, all of B&B. 12 JULY 1954 197 THE FACTS ABOUT THE RATING SERVICES: CI NAME 1 RADIO TECHNIQUE AREA OR TV American Re- search Bureau ' Washington) Jiary Natl 4 LOCAL MARKET 60 Reg PROJECT- ABLE NA- TIONALLY SAMPLE BASE SAMPLE TABULATED INTER- VIEW PERIOD 2,200 diaries natl; 500- 550 per city DELI 0) 1700-1800- Normally natl. 325 city 1st 7 days 2- (averages) of month 2 Hooper (New York) Tv-diary,;' R-duplex- Both phone Local coinci- dental Tv-55 R-90 15,400 coincidental, 700-900 diaries; No R-900 phone calls up per '/4-hr program in period '/.-hr 2 wk Tv-12.350 co- incidental; 300-400 dia- ries. R - typi- cally 900 per 74 program in 2-wk period Tv-lst wk, R-varies Tv- ply 3 Nielsen (Chicago) Both Meter Natl, multi-city, Tv-N.Y. R-51 R- 1 200 metered homes .«<,/ T Approx l0/o per minute; lv-over 800 meters less Contin- uous1' 4. Pulse (New York) Both Roster recall (personal interview) Natl, local Tv-100 R-100 Yes R-400 interviews y^ hr wkly program; 1000 for 15-min 5-day wkly show; Tv-200-400 for Vl hr wkly, 1000 for 15-min 5-day wk show Same as sar pie base 1st 7 days of mo 5. Trendex (New York) Both Phone Tv-multi coinci- dental city R-local Tv-10 R-45 No Tv-700 calls per '/2 hr show; R-300 per re- porting period ( 74 hrs 8 am-8 pm) Tv-600 R-300 Tv-lst 7 days of mo, R-last 3 wks of 6 Videodex (Chicago & New York) Tv Jairy Natl, multi- city, local 703 Yes a c°/ 9200 "«♦'. 200 . . , , Approx 5 /„ greater ,nn. 1st 7 days ,1 l x l 1 1 j to 600 local t than number tabulated . ot mo guaranteed FOOTNOTES: 1ARB publishes 2 national reports monthly. 15 city reports monthly, 11 tor programs not covered tirst week. .'Hooper uses telephone coincide! city reports quarterly. II city reports 3 times yearly, 23 city reports twice yearly. Had diary in all 55 tv cities as check: correction factor is then applied to each increased from 35 markets covered most 1953. -ARB National Supplement, based on ered. 4Nielsen has radio reports for New York, Cincinnati, Pittsburgh. Chi separate sample about '3 size of regular sample, covers second 7 days of each month Angeles plus separate Pacific Time Zone Report. "'Videodex publishes 21 ■ the radio audience for 'service' pro- graming is constant!) growing." 2. Saturday tie-in: The race for choice Monday-through-Frida) morn- Lng radio slots has prompted a num- ber of reps and stations to seek new ways in gel more advertisers into more morning time. One ua\ is the Satur- il.i\ tie-in. In its mi. -1 ' ■ .iNNK.N form, it works like this: Regular Monday - through - Friday ning programing, with the • ooper- ation nl the stations con< erned, is 9treb li'-il to include Saturday as well, thus putting programing on a six-da) in-trad nf five-daj basis. \n< 1. .1 six- da) rate 1- figured, based on existing prices and the latest Saturday rating picture. For an advertiser who buys on the full six-da\ basis, it means a hike in rates of 10 to 20$ although that is balanced by the fact that he reaches a larger audience more often. In some cases, the Saturda) tie-in has been arranged on a rotating schedule so that advertisers are on the slate for a Monday-Wednesday-Friday slotting one week, Tuesday-Thursday-Saturda) tin* next. Rates in this case amount to about half the six-da) rate. 3. Rotating schedules: Mam radio stations are allocating prime morning time "N a rotation basis to spot radio advertisers. Perhaps one out of five I . S. stations have ''gone on alloca- tion." One form of the rotating schedule is outlined above, involving three-da) scheduling in a six-day period that in- cludes Saturda) -. But the most common version is a rotating schedule built around premi- um-priced morning radio time, which work- like tlii-: Because of its large famil) listening, a premium price is charged for the 7:00 a.m. to 8:00 a.m. period. How- ever, if an advertiser is willing to take a rotating spot schedule between 6:00 a.m. and O;00 a.m. 1 landing in the premium-priced slot ever) third da) * he ]>a\- the regular morning rate with 198 SPONSOR d SAVE THIS CHART FOR READY REFERENCE M^ssi"0""*-'"1 $900 I Rptr, Jjo for it pack- as SUBSCRIBERS BASIC DATA SUPPLIED '/4-hr ratings, sets in use, total 287 agencies, audience, audience composition, advertisers, viewers per set; also sponsor, stations plus number cities carrying telecast for networks, misc natl rprt, cum ratings daytime, others pblshd on request LIMITATIONS Undependability of diary keeper. Re- turns may not be representative. Limited to week's viewing per month. Keeping diary short period could inflate viewing. Some family members may be missed. Can't measure chainbreaks. ADVANTAGES Diary inexpensive. Measures conscious viewing. Covers complete broadcast day, Also station area. Same data may be used in local, national reports. Yields data on short periods, audience compo- sition, flow of audience cumulation. itns- 1- ,200 "ort; es- i-',500 p nth 378 advertis- ers, agencies, stations, net- works, misc Both R & Tv: ratings, share of au- dience ,sets in use; Tv only: au- dience composition, cumulative audience, weekly averages, uhf penetration Phone doesn't cover non-phone homes, rural areas, early or late listening or viewing or out-of-home. Misses unknown amount extra-set listening. Diary has same weaknesses as ARB. Diary-phone combination questioned. Phone: Can produce quick results. No memory loss increases accuracy of rat- ings. Flexibility in market selection. Can yield audience composition. Use of diary- phone together largely corrects weak- ness of either used alone. Both R & Tv; l/4-hr Nielsen Rat- 185 agencies, ings, homes reached, average au- to advertisers, dience, share, total audience, §j yr all 8 networks, cum audience, min-by-min audi- others ence, cost per homes, much other analytical data Measures tuning only, not people. As result can't determine audience compo- sition. Amount extra-set listening mea- sured debatable. Expensive. Set break- downs can affect sample. Mechanical. Reduces human factor to minimum (placing meter, mailing tape). Measures 24-hr daily minute-by-minute tuning; this provides wealth of data not obtainable otherwise. Fixed panel better for trend data. )00 h ;ies- 0 mo" 400 stations, Both R & Tv: ^-hr ratings, view- 100 agencies, ers per set, audience composition, advertisers, share of audience, sets in use, all networks number cities carrying show Interview technique can be inflationary because of memory failure, confusion factor. Technique expensive, especially rural areas. Some family members may be missed. Misses those not at home when calls made. Yields 'round-clock data, also for short time periods, audience flow. Sample can be rigidly controlled. Questions can be added or changed to obtain new data. Can combine with market, product sur- veys of all kinds. 5 >er tr per r x: 5( 77 agencies, advertisers, stations, net- works, misc. '/4-hr daytime, '/2-nr evening rat- ings, sets in use, average audience by minute, audience composition, indexes 3 times yrly, sponsor iden- tification 3 times yrly Phone coincidental doesn't reach non- phone homes, rural areas, early or late listening or viewing or out-of-home. Misses unknown amount extra-set listen- ing. Radio report limited to 8 a.m. -8 p.m. weekdays. Very fast. Does not ask respondent about radio and tv at same time. This tends to give more valid radio ratings. Only service giving network popularity reports. Other advantages similar to Hooper above. $'0 150 advertis- ers, agencies, media, others '/}-hr ratings, sets in use, audience share, average viewers per set by time period and by program, number of homes reached, num- ber cities carrying show, sponsors Limitations much like ARB above. Ro- tating panel used (same homes kept 7 months, I /7th changing each month). Is 7 months too long for accurate diary keeping? Additionally diary returns may not be representative. Rotating panel enables Videodex to dis- card first week's diary as "inflationary, otherwise atypical." Claims it can build more representative sample over long period, get more accurate trend data, than one-shot approach. uarterly. GNielsen National Radio reports issued biweekly, cover tirst and by wire in 12 hours on any one program. HVideodex price to agencies, advertisers and I ot month (1 each), National Tv reports issued biweekly, cover 2 consecu- media for basic service (network, multi-city and local reports!; additional markets ■ each month. 7Pulse package includes all radio and tv market reports plus available at marginal cost. KiNielsen is launching new local radio and tv measurement l,network report plus twice yearly radio network report. STrendex can report service in October in 3 markets; 3 markets to be added a month till 50 are covered. no added premium. These plans, and similar variations, are designed to accomplish a double purpose: (a) to fit more advertisers into morning radio, and (b) to pro- vide an inducement to advertisers to buv time outside the peak morning hours. This fall, if an advertiser or time- buyer does not want to go into a ro- tating morning schedule he will often face premium prices and very tight availabilities in prime morning time. 4. Out-of-home listening: This sum- mer, the amount of radio programing and follow-through promotion aimed at out-of-home radio listeners will hit an all-time peak. And sponsors — in- cluding such advertisers as Lincoln- Mercury, Rayco Seat Covers, Philip Morris, Armstrong Tire & Rubber. Buick, Admiral. RCA and others — have been buying many time slots to reach out-of-home dialers. There's every likelihood, according to reps and station executives, that this trend will continue. Typical recent buy: Sun Oil Co.. a veteran radio advertiser, recently signed for a series of "holiday week- end" announcement saturation pack- ages to carry through the summer and into the fall. Sun Oil will lay down a barrage of announcements from the eve of the holiday (4 July, Labor Day and others) right through the morning of the first work day that follows, using most of key Eastern markets. Target: the motoring audience. Several timebuyers told sponsor that reps and stations were making more and more sales pitches in which a program rating was actually the combination of in-home and out-of- home ratings. This varied all the way from the policy of John Blair Co. (combine all Pulse in-home and outside-the-home radio ratings wherever available) to NBC Spot Sales, which combines in- and out-of-home ratings occasionally in special presentations to auto, gaso- line, appliance and suntan oil manu- facturers. I 12 JULY 1954 199 MEMO from DEE RIVERS — ™ All time-buyers Please <u\-. In \\ ashington, foi instance, office closing hours are ered to avoid traffic jams. 'I here's a \■ sage will get JACKPOl results on Rochester's result producing morn- ing tbow, Hob Trebor'i Datbuakers. 5000 WATTS 1280 KC. IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY IN THI GREAT KANSAS CITY MARKET -K J. ; , SPONSOR YOUR PRODUCT GETS A COMPETITIVE SELLING ADVANTAGE WISN GUARANTEED DISPLAYS 5*~ DRUG CHAIN MERCHANDISER . . . based on a contractual agreement with leading independent drug stores which do over $7,000,000 annual volume. This plan guarantees qualified advertisers self-service display, as pictured, on the special racks supplied by WISN. GROCERY CHAIN MERCHANDISER... based on a contractual agreement with A&P, National and Kohl's Food Stores which do over 50% of all food business in the Milwaukee Market. This plan guarantees qualified advertisers Mass End Displays, Jumble Displays or Basket Displays. For complete details contact Dick Shireman, Sales Manager, or one of the Katz Offices. These two in-store display plans are just one part of the many sales-producing merchandising services available through the WISN ADVERTISER DIVIDEND PLAN WISN THE MILWAUKEE ADDRESS OF Represented by the KATZ AGENCY, INC. NEW YORK • DETROIT • CHICAGO • KANSAS CITY • DALLAS • SAN FRANCISCO • LOS ANGELES KYW • WP1 Saturday Hlghtz h From Shenandoah, Pa. to Cape May, N. J., people move back the rugs and a decade or so. People in their thirties. They dance again to the bands they knew. Glenn Miller. Dorsey. Artie Shaw. Goodman. Or maybe they just remember as the records spin the stories of every listener who danced through that wonderful era. It's radio station KYW's four-hour Saturday Night Dance Party. Folks from thirty to forty years old have themselves a ball. They've made this the most popular local radio show in Philadelphia. So, advertisers can have themselves a ball, too. Because these are the very people who buy household goods, food, clothes, cars and 'most everything else advertisers have to sell. But big loyal audiences like this are delivered wherever WBC stations send out their powerful 50,000-watt signals — Portland, Fort Wayne, Pittsburgh, Philadelphia, Boston. If you want to sell more in these markets, why don't you call the stations or Eldon Campbell, WBC National Sales Manager, at Plaza 1-2700, New York City? VESTINGHOUSE BROADCASTING COMPANY, INC. tftfohia; WBZ-WBZA • WBZ-TV— Boston; KOKA^Pittsburgh; WO WO— Fort Wayne; KEX— Portland, Ore. 1 elusive National Representatives: Free & Peters, Inc., 444 Madison Avenue, New York 22, N.Y. There's more to Wisconsin than Milwaukee Cover the Dairy State with your sales message through the low cost medium of Wisconsin's most powerful radio sta- tion. WKOW's 53 county mail-response area accounts for 61% of the state's total income and 63% of the state's to- tal retail sales. Call your Headley-Reed man for the facts. WKOW-CBS MADISON, WIS. Wisconsin's most powerful radio station Represented nationally by Headley-Reed Co. . . . the Story Remains the Same in Danville WDAN is a MUST buy if you want cover- age in East Centrdl Illinois' and Western Indiana's rich market. WDAN gives you more listeners than all other stations com- bined! .-- " — .. February 1954 CONIAN SURVEY DAY. WDAN NIGHT WDAN CBS RADIO DANVILLE, ILL. REPRESENTED BY EVERETT-McKINNEY, INC. NEW YORK — CHICAGO have an arbitral} maximum cost-per- I .' KX) in mind when the) da ide to use radio. Bui thai isn't the most efficient j ardstii k. It doesn't take into account Buch Factors .1- audience composition oi the psychological Factoi of getting the 1 ighl people al the 1 \-j\w time. No one I. n i>ii 1- enough to determine 1 hoi< e "I .1 medium." \ikI a> Dancer-Fitzgerald-Sample timebuyer Dave Wham observed: "On a cumulative basis of several weeks radio can deliver more audience na- tionally than l\ does — that is. in terms of audience turnover." General*) speaking, radio reps are delighted at the agenc) preoccupation the-,- days with the evaluation of radio "ii a number of different levels. The New York manager ol a veteran rep firm stated, "Complete measurement of radio can't help hut spotlight radio's importance." Q. What important steps are be- ing taken to provide new spot radio "yardsticks"? A. \- SPONSOR went to press, these were -nme of the most important proj- ects in the works: 1. Coverage data: There hasn't heen a measurement of U. S. radio coverage, county-by-count) or station-by-station, since the Standard Audit ^v Measure- ment Service and Nielsen Coverage Service studies of 1952. Both sets of data are wideh used hv agencies, but are now obsolescent, particular!) in the markets to which tv has been added in the past two years. SAMS' Ken Baker told sponsor that he was not making an) plans to do another radio coverage study, due chief!) to lack of financial backing from broadcasters. A. C. Nielsen plans to conduct another NCS sur\e\ and has set a tentative date for this cover- age-and-set-census stud) in earl) 1955. Radio census figures will emerge from the large-scale stud) currentl) be- ing prepared b) \lfred Politz Research l"i the foiu radio webs and 1! \l». This stud) . however, i- primaril) an investi- gation of when radio is listened to. when and In whom. 2. "' irea" ratings: Because of t\ competition, increased attention has heen focused ..n the kind of ratings a station gets throughout the area in whi< h it'- heard, nol jusl its metro- politan home base. In ' >' tobei \. C. Nielsen will -tan regulai measurements of "area'" listen- ing land viewing) for the Nielsen Sta- tion Index. First cities to be measured will he New York, Chicago and L.A.; in the following month Detroit. Phila- delphia and San Francisco will he add- ed with others to follow. The N->l will measure the per-broadcast audi- ences "I radio -how- in a station's "'inner" and "total'' area-, a- well as audience composition, four-week cum- ulatives, rrequenc) of listening, -hare and auto -el listening. First deliver) to subscribing agencies ha- not been set but ma) fall around I December. \t the same time, Pulse has been in- creasing active in "special order" area research. Pulse's Dr. Sydney Roslow told SPONSOR that his research firm has completed "some two dozen" special area studies for I .v. radio sta- tions since mid-1953. These stations include WKY, Oklahoma City; Kl V Portland. Ore.: WOW. Omaha: In \I!K. Little Rock; WHDH. Boston; KDKA, Pittsburgh, and WHAM, Ro- chester— among others. These studies follow the general principle of local Pulse radio checkup- foster recall to get quarter-hour lis- tening, out-of-home dialing I except 1/4 B kILOCVCLES C* — /"O of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! They multiply, add, subtract and divide; THEY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized pro- gramming guarantees your message attention-getting IMPACT! * SACRAMENTO Sen Jove Studios Sa" P'encico Studios P. O. Boi 967 Hotel lenkersh.m Sen Jose. Call' San Francisco. Calif Represented by John E. Pearson Co. _^___ 204 SPONSOR What's this talk about single station penetration of Southeastern New England? Q Is there really one radio station that de- livers top circulation throughout South- eastern New England — particularly Provi- dence, Fall River and New Bedford? A. Yes! WPRO is the dominant, top-rated station — with a 7.7 average quarter-hour Area Pulse* from 6 a.m. to 7 p.m. weekdays . . . 57.1% greater than the second-place station . . . 13.2% greater than the next two stations combined. Q. Do WPRO's local programs — as well as CBS Radio programs — rate "first" throughout the area? A. Decisively! In fact, WPRO holds commanding audience leads in 51 out of the 52 quarter-hour reporting periods — 27 of which are devoted to WPRO-produced local programs with a 7.2 average quarter-hour rating. Is WPRO top-rated in Fall River and New Bedford, Mass., as well as Providence and the entire area? Yes! A Fall River-New Bedford share of audi- ence analysis shows WPRO's index is 47.2% greater than the second-place station . . . 23.3% greater than the next two stations combined. Q. Why is WPRO so predominant in South- eastern New England? A. Because the personalities and programs — both local and network — are the personalities and programs Southeastern New Englanders like best . . . and because of WPRO's persuasive 5,000 watt voice on a preferred frequency — 630 kc. "Source — ■ Area Pulse, Jan.- Feb., 1954, surveying the State of Rhode Island and Bristol County, Mass. Area includes three major metro- politan markets — Provi- denre. Fall River and New Bedford . . . over 347,000 radio homes. to reach the most buyers, Represented by JOHN BLAIR & COMPANY 12 JULY 1954 205 I I "Sagebrush Serenade" "Western Requesrin" "Lee Nichols Show" THE MART STORES "For the first time we had volume sales that could directly be attributed to our advertising." DOUGLAS OPTICAL "We attribute a good share of our traffic to the terrific impact of our KWBB spot announcements." J 1 That's the important thing. Ratings, ad- jacencies, programming, network, don't mean a thing if you can't increase SALES. CAN WJPS GET RESULTS? Here are just a few: Sterling Beer — Mid-Continent Petroleum — Coco-Cola — Purina Mills — Puffin Biscuits — Hesmer's Foods — Economy Super Markets — P. W. Burns Insurance — International Harvester — Red Bird Gasoline — International Salt — and many others that we will send upon re- quest. We would like to "Ring the Cash Regis- ter" for you because we have the KNOW HOW. Let us prove our worth to you. Robert J. Mcintosh, General Manager lIKISINtfO IT The George P. Holllngbery Company <^J that the) are made in a station's entire coverage ana. I hi- area, in the case 1. 1 Bome stations, can be anything up to two dozen counties in six or Beven states. Said Dr. Roslow: "Stations and buyers alike are 1»<-- < oming conscious ol the value of "area measurement in determining a station's effectiveness in attracting audiences. Homes-using-radio figures in a '\ no means always true of the total" area. Even the out-of-home pattern varies. "Currently, we expect t<> do about in ' . more special-order area measure- ments for stations in the next year than we did this past year." 3. Other studies: Several other re- search irons are in the fire. BAB has tentati\el\ slated an extensive measure- ment of auto radio listening later this year or in earh 1955. Several rep firms which have recent radio research studies (such as the "Radio in tv mar- kets" stud\ made 1>\ Politz for the Henry I. Christal stations) plan to repeat or expand their research into the qualitative and out-of-home as- pects of radio listening. The Station Representatives Assn. has discussed plans for a series of special studies of audience composition of spot programs and how they compare with competi- tor network programing. Pulse is now- measuring out-of-home listening I which can be combined with in-home listen- ing for a "total" metro-area rating I in 25 markets, an increase of more than 40% over the number measured by Pulse a year ago. i See chart pages 198-199 which gives you analysis of strengths and weaknesses, key facts about rating services. ) Over-all "A RADIO IN EVERY ROOM" Evansville, Indiana Q. What's the "State of the Union" in spot radio today? A. For the most part, excellent. Figures compiled annually by the Federal Communications Commission which cover national spot radio rev- enue- ol stations after trade discounts and before commissions to reps — show the follow ing picture: 1. I here has been a stead) growth iii spot radio billings, year after year, and iln- growth has held up strongl\ all during the postwar period. 2. Starting at a 1947 level ol 198,- 581,241 spot radio b) L948 grew some -i\ million dollar-: bj \')V) spot ra- dio was up another four million: 1950 saw a nearK 10 million annual in- crease. I hen a pause — in 1951 the growth slowed to one million. But in 19~>2 the growth stepped up to about four million and last \ear. spot radio hilled a tremendous 12 million more than the previous >ear — an increase of some 37' i over the 1947 mark. The L954 outlook i- at Least equal to L953. 3. This growth has come during a period when great fundamental changes were takin« place in the advertising world a period during which t\ grew from an experimental to a full-fledged advertising medium competing heavil) with radio both for the advertiser's dollar and the consumer's attention. Q. Will the general outlook for spot radio continue to be good this fall? A. The outlook continues to be opti- mistic. As Reg Rollinson. general manager of the Station Representatives Vssocia- tion's "Crusade for Spot Radio" ob- served in a speech last month to the Florida Broadcasters \ssociation: THE MIGHTY "MIKE 'OF SAN ANTONIO 250,000 Milliwatts Mww National Time Sales — New York Harlan G. Oakes & Assoc. Los Angeles — San Francisco 206 SPONSOR /? ? 1, 9 1. , 1 ? ? • r • • • ? ? 0 50,000 WHATS ? P Station power by itself is only part of the story, and the fact that WTIC is the most powerful station in Southern New England would not interest an advertiser were it not for the confidence and loyalty of our listeners. Over the years, WTIC's policy of careful screening of advertisers, high standards of entertainment and public service has made our programs unexcelled backgrounds for messages that sell. FOR YOUR SELLING... use WTIC WTIC DOMINATES THE PROSPEROUS SOUTHERN NEW ENGLAND MARKET 12 JULY 1954 207 Almost all the audience All the time! SELLING & SERVING South Eastern B. C. 'ELLIOTT HAYNES DAY RATING 93.6% ELLIOTT HAYNES NIGHT RATING 89.9% KWJJ "Oregon Country Happy Hunting Ground for Smart Advertiser.'' Take it from KWJJ — Chief of the Northwest Independents — there's good hunting for adver- tisers who want buyers with "plenty wampum ". Advertisers plenty smart who use KWJJ for spot announcements with "big sell" in "big" country. CO; >( National \ \ : Representative ^^v^ /~^' ' BURN-SMITH CO.. INC - "^ ^"» 1011 S.W. 6th Ave. PORTLAND 5, OREGON "Radio i- .i totallj new concept in advertising, different from all other media in that it i- total. \<>t the best homes, not tin- urban bomes, not wom- en only, not men only, not children onl\ . 1 hi t total. "And ii has that vast untapped re- Bource oi local talent, local programs which regional and national advertis- ers are onl\ beginning to appreciate. Further, national -pot ladio offers un- told opportunities for new creative de- vices where media, cop) and plan- departments join together to create new products c patterns." Q. What accounts for the steady growth of spot radio — despite tv? A. There's no single answer. Actu- ally, a combination of circumstances have worked in spot radio- favor in the past near-decade: 1. Spot vs. network'. Before tv ad- MTii-ci- wiie -ometinies reluctant to buj into and around local shows, pre- ferring: evening chainbreaks next to the big network radio shows. Spot ra- iiio programs played second advertis- ing fiddle. Tv changed all that. Big-name tele- vision -how- drew off a lot of audi- ence for network radio program-, par- ticularly in the Class A (7:30 p.m. to 10:30 p.m. I period. At the same time as radios base expanded from the 1946 level of 57,750,000 sets to 117,- i mi i.DOO this year (see page 1 of Radio Basics i spot programing on network affiliates grew steadih in value as rating levels held up. despite t\- in non-network time. Nowhere i- tlti- situation more clear than in a comparison between morning and nighttime programing. Morning radio — and it - primarily -pot radio up to 9:00 a.m. — is the most popular buj today; evening network radio i tougher to -ell. Ten \ears ago. the situation wa- reversed. 2. Ifore research: \ n examination n| the latest radio research (see Radio Basics, page 229) will show how mu< h ol ii i- working in favor of spot radio. I niil recent!) such fai tors as out-of- hoine listening and cumulative audi- ui tv no! used as buj ing yard- sticks in spot broadcasting, foda) thej are and the local programing slanted at both the home and out-of- home audience (music, new-, weather. traffic bulletins) and the across-the- board local programing (newscasts, farm pro-ram-, music strips, d.j. -how- 1 benefits from more advertising dollar-. Stations and rep- are accelerating their research acti\it\ isee report on Spot radio yardsticks, page 200), pro- du< ing or subsidizing special area re- port- ami qualitative studies of the ladio audier ■ 3. Pinpointed audiences: Radio stations have always had more free- dom in developing localized programs than have network-. That's because radio networks, as a rule, have aimed primaril) for the mythical "avei I . S. listener" while local Nations — particularh the independents — have tailored their shows to fit local peculi- arities of local tastes, population, ra- cial backgrounds, working hour- and < limates. In the pa-t half decade -pot radio has therefore been aide to offer the na- tional advertiser a wide varietj of inn- pointed audiences at all hour- of the da\ and night. In general these spot audiences are more specialized than anything now available via network ra- dio or network t\ . Such audience- are due to the in- i reasing amount ol such program fare WANT TO SELL CANADA? One radio station covers 40% of Canada's retail sales TORONTO 50,000 WATTS, JOJO K.C. CFRB covers over 1 5 the homes in Canada, covers the market area that accounts for 40^ of the retail sales. That makes CFRB your No. 1 buy in Canada's No. 1 market. REPRESENTATIVES United States: Adorn J. Young Jr., Incorporated Canada: All-Canada Radio Facilitiet, Limited 208 SPONSOR Here's Selling Power! WKMF is Flint's most popular radio station . . . proven by a local impartial survey. Flint's only 24 hour 'round the clock music-news station with top radio personali- ties, including Flint's No. 1 disc jock, Jim Rockwell and two others in the top bracket. Here is area saturation for your sales message in the billion dollar Flint market. Here is the way to increased profits for you in 1954. And re- member! WKMF is in the Mich- igan Golden Triangle . . . the 6 billion dollar market that's ripe for the picking. WKMH-WKHM-WKMF . . . package buy of these 3 strategically located Michigan stations offers you maximum coverage at mini- mum cost. Only Exclusive disc jockey radio station in Flint Michigan Market Mich Golde WKMF Represented by Head ley- Reed KWBB SPORTS CASTER 'Formerly St. Louis Browns* ■A" Last 4 years carried Wichita Indians baseball exclusive. ■fa Standard Oil Company of In- diana sponsored all at home and away Wichita University football schedule last 2 years. ■^ Theo. Hamms Brewing Com- pany has sponsored Wichita Indians baseball at home and away, last 2 years. I 000 WAITS SUPER SALES FLAN i\*#\J Hers "Merchandising Magic" with the new SUPER SALES PLAN. Now. any grocery prod- ucts advertiser can be assured distribution preferred location displays shelf promotion newspaper advertising store bulletins 36 SUPER VALUE SUPER MAR- KETS. These merchandising "plusses" are available to food ad- vertisers who buy a minimum schedule of $125 for 13 weeks on KSO. You choose your own guaran- teed times. For further informa- tion call, write or wire KSO or Avery-Knodel, Inc. Basic ABC Network :•:■:■:■:•:• III . 1 .i-: locall) developed radio person- alities, from d.j.'s t'» newscasters; Negro-appeal shows, primaril) on in- dependent outlets; classical music pro- graming, again mostl) on indepen- dents; barn dance and hillbilh pro- grams Featuring local musical talent; local "service" programing that in- cludes new-, traffic ami weather bulle- tins; foreign-language programing in every language from Spanish and Ital- ian to I [ungarian. 4. Price structure: Spot radio rates have played a large part in the steads growth of spot radio in recent seasons. As tv won a\\a\ a sizable amount of nighttime radio audiences, radio sta- tions < ountered by setting up single rate structures, whereby dav and night rates were the same. The SRA now estimates, for instance, that more than half of the I . S. outlets in tv areas now7 have such an arrangement, or have discount structures which amount to the same thing. At the same time many radio out- lets have also set up special saturation schedules for advertisers who want to achieve heavy impact through the cumulative effect of radios audience turnover. From the station's stand- point, the saturation campaign has been a useful \\a\ b) which to sell more nighttime radio. On the other hand something like 209< <>f the I. S. radio outlets — by the SRAs guesstimate — have raised their early-morning or daytime rates in the past three years as daylight ra- dio became increasingly valuable. And since these rates have generallv run behind the growth of daytime audi- ence, advertisers have been quick to 1 u\ for the most part. Lastly the very spread of radio rates — everything from a $2 spot announce- ment on a minor station to a $5,000- weekly saturation drive on a major metropolitan outlet — has encouraged business from ever) type and size of national ad\ertiser. Network media, although far more flexible in recent years than the) were in 1944. are more limited in their abilits to tailor vehi- cles lor the medium and small-budget sponsor. Transcribed shows Q. What's new in the transcribed radio program field? A. Network stations arc turning in- reasingh toward ihe makers ol tran- scribed programs to help fill their pio- ji. uning needs. Reports from Frederic \\ . Zi\. Ham S. Goodman, RCA Re- corded Program Services and other firms all support this finding. The dwindling of network program- ing has given rise to a substantial de- mand for bigh-calibre nighttime pro- grams, reports \l\in E. I nger, vice president in charge of -ales at Zi\. though daytime shows are also much wanted. For some time, big-name dra- ma shows have been an important part of the Zi\ stable (with such stars as Humphrej Bogart, Lauren Bacall, Is. rone Power, Dick Powell); but this year, Ziv, for the first time, produced a show with a big-name corned) Btar, Red Skelton. making a "network-level" performer available to stations at a nominal cost. \ow considered a "huge success" h\ Zi\. the half-hour Red Skelton Show was released in Febru- ary 1954, is now running on ovej 380 stations in major and secondary mar- kets. Station.^ are running Skelton gener- all\ five times a week. s(>H it in single or multiple sponsorships. Of the spon- sors using the show. W.Y '< have taken it as a full program buy. main have bought it regionally for several sta- tions. It is available for from S10 to $500 a show, depending on market size. Note the "63%" fiuure here. Broad- casters attending the \ARTB Conven- tion reported a trend toward full spon- sorship of qualits programs rather than just participations in these pro- grams, points out Unger; broadcast- ers had formerl) indicated that adver- tisers favored participations over full program Inns. Zi\ will expand its coined\ opera- tions still further. It has just signed a contract with Fddie Cantor which will involve an expenditure of over >().ii(io.inio during the next seven \ears. I he contract calls for the making of 39 half-hour films annualb and a sim- ilar number of taped radio programs each year, the taping of the radio se- ries to run concurrent!) with the t\. I lie s)i,,u ui|| be tailed The Eddie BILL POWELL Specializes in the NEGRO HICH SCHOOL & COLLEGE MARKET vio WSO K NASHVILLE TENNESSEE 210 SPONSOR WSYR PULSE OF SYRACUSE - FEB., 1954 15-Min. periods, 6 a.m. to midnight WSYR FIRST in 54 periods WSYR SECOND ... in 18 periods 72 (that's all there is) WSYR FIRST in 15 periods WSYR SECOND . . . in _J_ period 16 15-Min. periods, 6 p.m. to midnight WSYR FIRST . in 24 periods (a clean sweep!) And, of course, the last Nielsen and SAMS story still stands: NIELSEN SAMS WSYR FIRST WSYR FIRST by 47% to 21 2£ by 29.8 £ to 239% I! ACUSE 570 KC NBC Affiliate • Write, Wire, Phone or Ask Henry I. Christal Co. Inc. WSYR-AM-FM-TV — The Only Complete Broadcasting Institution in Central New York 12 JULY 1954 211 POWER Now under construction is WQXR's new 50,000 watt transmitter . . . another great milestone in the history of the nation's No. 1 good music station. It will be a great day for music lovers when WQXR becomes the first good music and news station to go 50 KW. And an even greater day for alert ad- vertisers who know the value of a big market of above-aver- age prospects. Better get in touch with us now to hear how more power to us means more power to you. WQXR The Radio Station of The New York Times W. i;3r be released before the end "I this \ ear, ac< ording to l"lm I.. Sinn, president ol /i\ I \ Programs. Ziv offers •"><) series "I packaged -how- plus nearly 6,000 individual programs of all types. Sales of Xi\ radio programs from Jul) 1953 through \la\ IT> I reached a higher level (34$ higher) than during any other similar period in the company's history. Numerous inquiries on new show releases and station requests for advance bookings on shows point t<> an extra-health) fall season, says I ti- ger. The Harry S. Goodman Co. is also pleased with the way things are going. Slate- Kverett Goodman, man- ager of the firm. "It's surprising how healths our business is getting. The first six months of this year, we did about !<>', better than in am -i\ mouths of our history. In fact, in just one week recently, we did more busi- ness in transcribed announcements than we did in the last six months of last year." Partly responsible for this new re- surgence of business has been the com- pany 's new "Double Exposure" plan — a plan to help program-hungry stations fill findings about the continuing high popularity of such programs on radio, sa) - < roodman. Stations can bin a minimum of three of these shows 1 2(>0 half-hours a year! to run across-the-board. Sev- eral (d the show- in the group have re- broadcast riahts without additional tal- ent fee-, which is where the economy "I the plan — and the "double expo- sure idea enter-. Ii enables tin- same -eric- to he broadcast twice in one week oii< e in the da) time, once at night, -o that if a station fill- five half- hours a week with .1 given program, it actuall) pays Eor onl) three a week. 1 I' ive ol the 1 5 -how- were made in Australia which eliminates rebroadcast First station to bu) this plan was \\()|{. New ^ ork. which has been |i|o- graming 10 hours weekl) with these -how- [WOR Radio Playhouse) run- ning L,040 half hour- in one year. About 12 other stations have contract- ed for this plan so far, says Goodman, practically all network stations, and representing all foui network-. The) have been doing \er\ little business with indie station-. Stations are Belling most ol the 'Double Exposure" shows to partici- pating sponsor- oi in quarter-hour seg- ments, -tuto Goodman, rarely a- sin- gle sponsorships. Each -how provides for a maximum of four participations plus an opening and closing billboard for each sponsor. RCA Recorded Program Services re- ports that the biggest development of the year for them has been the new growth in the popularity of their soap operas. This, according to A. B. Sam- brook, manager of the company, indi- cates a new interest on the part of sta- tions in strengthening daytime pro- LTaminj.'. I he firm offers three soap opera-: Dr. Paul, fun/ Mary and Betty and Bob. The first-mentioned Dr. Paul was acquired h\ RCA in the past vear (af- ter having been sponsored for \ ear- on NBC b) Wesson Oil and Snowdrift Sales and having rounded up big rat- ings). Since then, the company has been promoting these shows to stations in a package 15 minutes id program- ing a day, five days a week — at a spe- cial price. Sales of these soaps have risen more this year than sales of anv other t\pe of show they offer, states Sambrook. RCA"s syndicated stable also includes musicals, drama-, mysteries, juvenile and sport shows, 21 series in all. out- side the soaps, ranging from half- hours to five-minute show-. Stations are running the serials largel) in the morning, to build a day- time women- audience early in tin- day. They are selling them primaril) in full quarter hour- ' rather than par- ticipations > . with bakeries and dairies two predominating types of sponsors. There are enough episodes of these three serials to enable them to run for year.- on a Btation, -a\- Sambrook, and more can be produced: Dr. Paul has almost 1,000 episodes; lunt Mar\. 605; Betty and Boh. 390. With the renewed daytime trend. soaps will be even more popular among 212 SPONSOR It won't help you if it's not available In Los Angeles, San Francisco and San Diego you can woo customers into your stockade through the open gates of KHJ, KFRC and KGB. Consistently good ratings are available ... to you . . . with no fences of elusive high ratings so often quoted but not available when you want them. Low, low daytime rates apply to nighttime too, on Don Lee's three key stations that cover California's three prime markets. Singly or together, you'll find KHJ, KFRC and KGB are your best buys ... at the lowest cost per thousand. For programs or spots that are available ... to you . . . corral your Don Lee or H-R Representative today. KEY STATIONS OF DjOJfi L EtB RADIO Represented Nationally by H_R REPRESENTATIVES, Inc. 12 JULY 1954 213 stations in the i oming i ths, . ,i-t- Sambrook. Since m< --i othei syn- ,11, ated Bhowa issued b) l!< \ and the othei 51 re made foi evening broadcast, there will be a - orrespond- inglj IM, reased need foi othei daytime shows ,i- well, I"- states. ( li.ii les Michelson also notes new ai h\ it\ w ith his soap operas. He re- ports thai several large independi nl stations have rei entl) boughl The Life of 1/,/m Sothern and Pretty Kitty Kel- ly, mainl) Foi before-10-a.m. program- ing. II'' ;il-" finds thai mysteries are ■ in demand, is cui rentl) working \\ ith three radio reps h ho plan to clear at I, asl an houi each weekday evening on theii several stations to i un a block .if his half-hour mystery shows across- the-board. Program, sales services Q. What new trends are there among the radio program and sales services? A. What have been referred to in the past .i- "music libraries" or "library services" are todav more accurately described as "program and sales serv- ii \\ i, rid Broadcasting, lii \"- Thesaurus and Lang-Worth w, i, suppliers of musi< transcriptions foi radio stations; today they not only pro> ide a librarj ol 5,000 or more mu- sical sele lien- pin- complete scripted and la el) . all-e.t. i programs, thej also aid stations in Belling these pro- grains and other time as well. I hej prov i le recorded jingles for a \ ai iety ol -i 30rs, I'M" linn-- and colorful art to help the local salesman sell the cli- ent, tips on radio selling methods, merchandising material foi local ad- vertisers, among other sales-boosting services (see article in SPONSOR, 17 \la\ 1954, page 50). Willi all these aids provided by the program and sales services, a local ra- dio station has something tangible to oiler an advertiser. The radio sales- man no longer has to go out "cold" to trj and sell the local drug store or taxi cab company on the idea of buy- ing a program or participation. W hen he steps out to sell the jeweler or the super market across the street, he has on hand a battery of catchy commer- cial jingles and "lead-ins" specially tailored for the t\pe of prospective is Dixie's f«s air traffic increases ^ £are further proof that MIAMI ,o>N'»n9 Kev barker %0* Last year, Miami was the nation's No. 1 Port of Entry for air passengers from foreign shores . . . and ranked 2nd in the nation in total number of plane movements ! And, the first four months of '54 already show number of passengers up 1 5.5%, Air Cargo up 7.5%, Air Mail up 14.9% ! Kinda' bears us out that they keep flocking in . . . not only on wheels and rails, but on wings, too ! Call your Hollingbery Man and let him tell you what a whale of a job WIOD's doing every day in this newest of all Key Markets ! James M. LeGate, Genera/ Manager 5.000 WATTS . 610 KC . NBC Affiliate National Rep , George P. Hollingbery Co. Miami FlOR,da sponsoi he is visiting. He can al-o offer a variety of other commercial pegs, -ii' li as holiday and special-oc- i asion < ampaigns, with which the spon- sor can tie in. I hen has been an increase in the demand among stations for -how- in which multiple participations can be -old. according l<> -poke-men for these In in-, pointing to an increased intere-t on the part of advertisers in buying Local radio participations- -especially in -how- with big-name stars such a- lhe-e services supply. To help meet the demand for top- star show- which can be used as par- ticipating vehicles and which require no scripts oi Bpecial announcer-person- nel, W orld Broadcasting has come up with what it it- "ComET" Plan lan abbreviation for "'complete elec- trical transcription" l . The plan was first announced at the NARTB Conven- tion and will be formally launched by World station-subscribers on 15 Sep- tember, according to Pierre W eis. gen- eral manager of W orld. W orld's ComET Plan feature- The Betty Grable-Harry James Shoiv de- signed to run one hour a da\. five da\s a week for 52 weeks 1 260 show- a year). A husband-wife chatter-and d.j. show in which the two big-name stars do all the introducing of numbers 1>\ leading hands and top-star vocalists, it has room for 15 commercial an- nouncements i 12 one-minute, three half-minute slots); stations can sell these to sponsors individually or in a varietv of combinations. This is the first time W orld has pro- duced a show of this length and type ail on an e.t. and with no script, open- end st\lc i the station selects specific vocal or band selections indicated on the e.t and at the proper time plavs them on another turntable i . It is available only to World subscribers at a nominal charge of SI per show and to date some 325 stations have signed for the plan. These include contract extension- and renewal- as well as new subscribers, among them big network powerhouses seeking programing to fill evening gap-. The increasing interest of the big network stations in their services is significant, says Wei-: as the networks offer less and lc-s in the way of pro- graming, he declares, services like World which can provide the stations with attractive big-name programs, 214 SPONSOR He reaches customers in kitchen and car Want to talk to the lady of the house while she's preparing the evening meal? Want to get the ear of her husband while he's driving his car? Then let Hal Morgan tell your food, beverage, drug or automotive story on "Morgan's Matinee" - — the sixty-minute show with double-barreled appeal for homemakers and motorists alike. From 4:00 to 5:45 each weekday afternoon, Hal Morgan serves up a blend of good music, news, weather, time and road conditions . . . preferred fare for the man driving home from work, and for the homemaker in the kitchen. While Morgan is on the air, Greater Cleveland traffic is at its peak. Over a quarter-million motor- ists are on the move — 90% with car radios! During this same period, radios are tuned to Hal Morgan by busy homemakers. Reach customers in a mood to buy — on "Morgan's Matinee"! Participations and quarter- hour segments available. Check your nearest Christal office today. THE STATION WITH 4/2 MILLION FRIENDS IN NORTHERN OHIO CBS— Cleveland — 50,000 Wafts The Peoples Broadcasting Corp. Represented by The Henry I. Christal Co., New York In Canada by Radio Time Sales, Ltd., Toronto 12 JULY 1954 215 w ill l>c more important to them. In line- uiih the growing demand i i 1 1 ■_• |n ograms, \\ orld is planning about six new five-a-week ted hall-limn and quarter-houi musi< .il shows. \\ 01 ln one haif-houi stanza, and Welachrino Musicale to provide foi foui announcements per quartei hour. Each show, however, is flexible and can be -<>ld b) stations in a variet) <>l ways. Reflecting the ever-increasing Bales- consciousness in the field, ilii- year fur the first time, Thesaurus has made available merchandising and point-of- sale material to the sponsors of one id ii- ~h< iw -. The Hour of Charm i with 1 % ^i***09"*!* V,»\s IktwCs tgowtfilil Words, ^rhtr, j*d wt'vtqot cattle the firm's Binging jin- gles). In May, Thesaurus launched a new five-minute musical <|tii/ show, Quickie Quiz, representing a somewhat differ- ent programing approach for the firm (whose 3 1 shows in half-hour and quarter-houi lengths arc largel) straight musicals with top-name vo- calists and band leaders). Featuring Ralph Flanagan and orchestra, it i- an audience participation !>it express!) designed ti> ti<- in with local events and sponsors connected with them. Ten five-minute shows are available each week, and most stations run two a day. \rtists in Thesaurus shows include such names as Eddie fisher. Johmrj Desmond, June \ alii. Beatrice Kay, Fran Warren, Sannm Kaye. Lang-Worth Feature Programs re- ports that it has increased its < ustomer list 1>\ 25^5 since 1 September 1953. "'We are todax re-signing radio sta- tions that two or three years ago de- cided to get along without a program service." sax- Lang-Worth President C. O. Langlois. in the planning of new programs, Lang'Worth is now working hand-in- glove with a committee of executives from sex rial advertising agencies all over the countr) to bring in a practi- cal advertise] viewpoint Rather than design shows merelx to attract audi- ences as in the past and for single sponsors, Lang-Worth has revamped its approach to a more sales-conscious one. is now gearing programs toward the much-in-demand multiple sponsor- ships. First of the new-type -how- i- the Russ Morgan Show, a dailj 30-minute -tan/a with fixe one-minute availabili- ties per program which will start (> September. \t presstime, it was sold in 504 markets. It is a new departure for Lang-Worth in more ways than one. It i- the first show that the firm i- marketing individual!) — that is. to non-subscriber as well as subscriber stations. It i- also the firm's first show for which no script is needed — the m.c. role is taken oxer b) the -tar. in the style of open-end show-, while the lo- cal d.j. plays the tunes. There is a big need for this open-end type of Bhow, 216 SPONSOR Announcing the appointment of H-R inc. as the National Representative for Radio 1 333 iT O M A Another step toward even better service for KOWH advertisers is the appointment of H-R Inc. as National Representatives for "America's Most Listened-To Independent Station." And just to cinch the "Most Listened-To" title even more firmly, KOWH just completed its 32nd month in first place in Omaha by setting a newrecord. With a day-time r/itnig of -f6.2(,0, KOWH has just topped the mark for share of audience in a six-station area. And with an average like that, any spot vou pick at random has a better than even chance of delivering you a bigger listening audience than a spot on alt other Omaha-Council Bluffs stations combined! JH4 •VCONTINENT BROADCASTING CO. General Manager; Todd Storz KOWH WTIX WHB Represented by Represented by Represented by H-R Inc. Adam J. Young, Jr. John Blair & Co. 12 JULY 1954 217 HUNTINGTON, WEST VIRGINIA SERVING 3 STATES - says Langlois, and more will follow from l.ang-\\ orth. This year Lang-Worth made a tran- Bcribed Bales lecture course available to subscribers titled "Selling and Ser- vicing Local Radio \ccounts settiiif.' fortli basic groundwork in radio Bell- ing as well as new angles and ideas. The company plan- to continue these aids, transcribed by President Lang- lois himself. It also plans additional releases of musical commercials which have been extremely popular with ad- vertisers, reports Langlois. Associated Program Service ( a di- vision of the Muzak Corp.) now has a "permanent" library of some 7.0(H) musical selections plus -ales aids \\hi< li it rents to subscribers, plans no change in ibis setup right now. Its collec- tion includes musical production as- sists such as themes, fanfares, bridges and sound effects. Selling aids, aside Irom time and weather jingles and ad- vertiser lead-ins, feature a series of transcribed sales talks b\ former APS V.P. Maurice B. Mitchell (now Presi- dent of Encyclopaedia Britannica Films i . designed to be run off at sta- tion sales meetings. APS rents its librar\ at a monthly rate of $62.50 to all stations, regard- less of size, on a minimum three-year contract. It currently has 483 subscrib- ers. Although APS no longer issues new releases or services, in the past 18 months it has had a higher net than at any time in its history, according to Edward Hochhauser Jr.. vice presi- dent and general manager. The reason is that it operates at minimal cost, via direct mail. Pop. light concert and dance music dominate the APS librarv. though n<>\- elty, hillbilly, band and religious selec- tions are included. Featured are such names as Rosemary Clooney, Guj Mil- died. Vic Damone, Errol Garner, Xav- ier Cusat. Farm radio Q. Isn't most farm programing in rural areas? A. Obviousl) a great deal of farm broadcasting is done by stations lo- cated in predominant!) rural areas. However, <>!'< of the radio stations and 17', of the t\ Btations responding to Program Guide questionnaires said the) carried farm programs. [Pro- gram Guide is the breakdown on local I . S. radio and tv programing re- centl) published by Sponsor Services Inc.) Included in the list of stations with farm programing are such urban nutlet- as \\ \B'I (tv), WABC and WOK. New York; WGN-AM-TV, \\ M \0. \\ NBQ, \\BBM-\\1-T\ and \\ LS, Chicago, and other outlets. (For details on the farm market. see SPONSOR'S special farm section, 18 October 1954. See al-o Farm t\. page 102.) IN'egro radio Q. What's the most important thing to remember when selling to Negroes? A. Best ie-uli- come from using Ne- gro performers or announcer-. Never use artificial Negro speech; let the station rewrite your commercials, if necessan. to -uit its market. Consis- tence in .Negro advertising is impor- tant as with all advertising. Q. How many Negro stations are there in the U. S.? A. Program Guide li-ts 22 statinn- Agencies! Advertisers! ... be among the FIRST to profit from the NEW Tucson, Arizona Metropolitan Area! • 141,216 population - 1950 census • Tucson - 167 Quality of Market Index Get FREE FACTS from Tucson's Scott Henderson Advertising Agency Call, Write, Wire, TODAY! Other ways the Scott Henderson Advertising Agency of Tucson con help you and your product: • Your product in on expanding market needs attention. The Scott Henderson Adver- tising Agency knows the Tucson Metropolitan Area. It con select medio, do spot checking of distributors and retailers, handle research and billing. • Ask about our special radio and TV packages; also spot availabilities on top shows. I Dial 3-5425 I i Santa Rita Hotel Tucson, Arizona I SPONSOR ■■ 1953 289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages SPONSOR The magazine radio and tv advertisers use SPONSOR builds on a solid basis. Our policy: turn out useful issues and the advertising will follow. This common-sense approach to tv and radio trade paper publishing has appealed to station advertisers increasingly since our first issue in November 1946. Our promise for 1954: new, improved use departments, more use articles for buyers of radio and television. which are L0095 Negro programed and 82 othei stations h ith a i onsider- able am. .mil ..I Negro programing. I here were '<' I -i.iin.n~ re-po inline t>. the Guide questionnaires i2V, «>f the total respondents) which program at I. .1-1 partiall) l"i the Negro audience. Q. What's new in Negro radio? A. Possibl) ill.' latest in Negro pro- in- i- the National Negro Net- u..iL which aii- Rub] I (dentine (a serial Btor) i on I '. -l.ilion-. Sponsors include Pel Milk. I'hilip Morris cig- arettes and Wriglej gum. \n interest- The Negro market represents a lot of rag la. t i- that representatives for money, too. In the Birmingham area, Negro stations told sponsor that "tv for instance, more than 240.000 Ne- ts not hurting Negro radio at all; it's groes spend more than §248 million -till an untapped goldmine." ever) year. Q. How big is the Negro market? A. The Negro market i- bigger than \oii probabl) imagined. After all. one ..lit of 10 Americans is Negro. In New V.ik alone there an- more than one million Negroes which exceeds the entire population of Pittsburgh, Boston, St. Louis or San Francisco. The Night the Stars Came Out If the stars came out only one night a year, what an audi- ence they would draw. And if WIBW broadcast only one day out of 365, what a rush there would be for availabilities. Fortunately for advertisers, WIBW is on the air every day from dawn to midnight. To the farm and small town folks who make up our audience, we're as dependable as the North Star . . . dependable in our services in their best interests. That's why WIBW consistently continues to be the sta- tion that Kansas farm folks listen to most — the station where RESULTS make it the first choice of sales-minded advertisers. 7 to I 95 I, WIBW - CBS Radio, Topeka, Kansas Ben Ludy. Ccn. Mgr. WIBW - WIBW-TV and KCKN Classical music* Q. How popular is classical music? A. During \')S2 Hast \ear for which figures are available.) 30 million peo- ple paid $45 million in admissions to hear good music concerts in the U. S. I hat wa- fixe million more than the number of people who attended all major, minor and no-league base- hall nam.-. Surveys indicate the average income of people who listen to good music radio stations is S7.000 — double the national average. There are five lime- as many people earning $15,000 or more who listen to good musk stations than those who listen to other stations. Half of all good music listeners own their own homes i •)()'. of the non- apartment dwellers who listen to good music stations own their homes Q. Exactly how big is the good music radio audience? A. Good Music Broadcasters, Inc., reports that its 14 member stations have a total audience of more than two million people. In addition to these 14 stations, sponsor's Program Guide also lists 125 other stations pro- graming more than 10 hours weekly of good music. There are 922 stations i 01 ' i of the Guide's respondents I who program one or more hours week- lv of good music. The audience of these stations can only be conjectured. Q. What kind of sponsors use good music stations? A. Leading good music advertisers include Air France. Macmillan Co., RCA Victor I for its hi-fi equipment I . Holiday. Reader's Digest, Atlantic Monthly. Hukwa Tea. Cadillac. Buick. French Tourist Office and manv others. Folk music* Q. Do mostly hillbillies listen to folk music? A. According to Program Guide the majority of people like folk music 220 SPONSOR (sometimes called Western and hill- billy). For 65$ of the Program Guide respondents (995 radio sta- tions) reported folk music program- ing. There are at least 230 stations which schedule more than 20 hours weekly of folk music and at least seven outlets program nothing but folk music. These stations are not all high in the Ozarks, either. For example, WARL, Arlington, Va., a suburb of Washington. D. C, is a 100% folk music station serving the cosmopoli- tan, sophisticated capital city. One of the nation's best-known stations — WSM. Nashville — broadcasts 39 hours weekly of folk music. KXLA, Los An- geles and KVSM, San Mateo (a San Francisco suburb) are 100% folk- music programed. After-midnight radio Q. Who listens to the radio after midnight? A. Most people think factory work- ers on the graveyard shift are the only souls exposed to post-midnight radio. As American Airlines can testify, how- ever, a large group of white-collar workers also is up late. The airline has Music Till Dawn on six major stations (see "10 top case histories," page 45). The show is aired from mid- night to 5:00 or 5:30 a.m. on the out- let1;, draws hundreds of letters weekly. There were 264 U. S. radio stations with post-midnight programing which responded to Program Guide question- naires. This represents about 18% of Program Guide respondents. About 5% of the respondents — 75 stations — operate 24 hours a day. About 80% of the stations schedule pop music. Other programing includes chatter and interview, folk music, light classical and classical music. Religious and gospel Q. How many stations put on religious gospel shows? A. As might be expected, the Bible Belt contains the largest concentration of radio stations specializing in re- ligious and gospel programing. How- ever, such programing is not entirely confined to one area, for 54 f i of all Program Guide respondents feature some religious programing. About 100 12 JULY 1954 stations offer more than 10 boms of such programing weekly, of which 25 are on Negro-appeal stations. Some stations program far more than 10 hours weekly; KGFR, Los Anjzelo. carries more than 70 hours a week of religious programing. Foreign language Q. Is foreign-language program- ing still important to advertisers? A. At least 50 national ad\ertisers believe foreign-language programing is importanl enough to continue to al- ii" ate money for it. Ami more new sponsors are usiiij; lorcign laiifiuafii- programing all the time. * Vmong the recent entries: Italian Fines" pun-hax- of Travel Diary over WOV, New York. I Q. The foreign market is sharp- ly declining though, isn't it? A. Ten years ago a leading New York agency told its clients that "in a decade there will be no such thin"; NOW BIG NAME SPANISH SHOWS for the BIG U.S. SPANISH MARKET! Two transcribed productions starring Latin America's most popular actor ARTURO DE CORDOVA BL DJ0§ MAiTRECHO 150 'A hours — a love story filled with the passion and suspense which guarantees a loyal Spanish speaking audience. LOS PERSEGUIDOS 26 half-hours of mystery rin SPANISH, the greatest adventure show of all ... . LAS AYENTURAS DE /^n^f\ gfpssHs flSy l ^—^260 transcribed quarter h o u r s .^-^ l^^P^ ° r * ■ The most popular DAYTIME SERIALS by Latin America's leading radio author, CARIDAD BRAVO ADAMS ... 4 transcribed series now available. Serialiied adaptations o< Mexican Motion Pictures ith the original stars in the cast! 5 transcribed series. For auditions and further information contact: In New York: Fremantlc Overseas Radio and TV Inc. 366 Madison Ave., N. Y. 17. MU 7-4344 In Mexico: Fr.mantle Radio y Television, S.A. 12-706 Paseo de la Reforma Mexico, D.F. Tel. 36-28-17 221 .i- .i foreign-language market in tin- I . S." It based its prediction <>n limit- ed immigrant quotas and othei f ai • t « » i s. Now. howe\ ei . t ht- agem \ i^ telling clients thai "the foreign market continues to 1 »« - a vei j importanl fa< - tor in advertising." Q. But isn't the foreign market group — like everyone else — leav- ing its own neighborhoods in downtown areas and scattering to the suburbs of cities? A. Milton Guttenplan, vice president ..I I mil Mogul Co., told SPONSOR tli;it there had been a trend to the Buburbs. "Bui tlii- most!) affects distribution <>f produ< t- t«>r these groups," he said. "'It ma) change distribution patterns. It doesn'l and won't affect radio ad- vertising; radio covers the Buburbs anyway. \nd radio continues to have entertainmenl appeal thai these groups Beek out and enjoj . Q. Where are the major foreign markets? A. \- a rule of thumb, chief foreign YOU CAN E THE NATION'S 14th OMINATE LARGEST MARKET ~i RADIO WGR BASIC NBC Buffalo's FIRST Station The "merchandising-minded" station that is always bought first by advertisers who want to sell their products. WGR s Salesmen of the Air: JOHN LASCELLES the Morning "Musical Clock" Man Reggie and Bill K EATON Mr. and Mrs. Buffalo" BOB GLACY in "Glacy's Basement" Late Show BILL MAZER Sports As You Like Them HELEN NEVILLE The Homemaker's Friend PLUS complete news and special event coverage Free and Peters — National Representatn t j l_ J STATIONS THAT SERVE BOTH THEIR AUDIENCE AND THEIR ADVERTISERS I " I TELEVISION WGR -TV BASIC NBC CHANNEL The new opportunity for complete, integrated product domination in the nation's 14th largest market. ON THE AIR THIS SUMMER SO IT'S NOT TOO EARLY TO MAKE YOUR PLANS Headley-Reed - - Sati^nal Representatives I I OWNED AND OPERATED BY WGR CORPORATION markets are the older urban manufac- turing centers, sponsor's Program Guide listed 285 radio stations carry- ng foreign-language programing (not including Spanish; see separate para- graphs foi Spanish-American radio t\ I. This is nearlj 20' i of the total respondents to tin* Guide question- naires. Pennsylvania had 37 stations; California, 30; New York, 29; Michi- gan, 23: Massachusetts, 18, and Ohio 17. The stations program to 31 differ- ent nationalities. Mexican-American Q. Are there two kinds of Span- ish-speaking groups? A. ^ es. One is made up of immi- grants largel) ; this is the Puerto Rkan {.'roup which centers in New ^ • > ' k City. I In* othei segment is the Mexican group. The Dept. of Commerce and others consider the Mexican-American -.'roup at least 300 years old. And it's bi^: there are about three million Mexican- Americans throughout California. \ii- zona. New Mexico. Colorado and Texas. Q. How do individual markets rank? A. Richard O'Connell, New ^ ork station representative with a number of Mexican-American stations, com- piled Dept. of Commerce. Chamber of Commerce and Census figures, as well as reports from several other organi- zations, to arrive at this breakdown: Los Vngeles County, 550,000; San \nlonio. Tex., trading; area (includes 1(1 surrounding counties), 400,000; the 65-mile strip of the Lower Rio Grande Valley, Harlingen. Browns- ville, 350,000; Corpus Christi trading area. 110,000 to 125,000; El Paso- Juarez trading area. lOO.Ooo; Houston trading area. 90,000; Laredo. Tex., trading area. 00.0(1(1: \ustin trading ana. 80.000: Albuquerque trading area, 80,000; Phoenix trading area. 75,000 and Tucson trading area. 50,- ooo. The rest of the population is divided fairlj evenl) within the rural valleys ol South Texas, the Imperial \ allc\ and San Fernando Valle) (both California), along the rest of the Texas-Mexican border from Laredo northwest !<> El Paso. 222 SPONSOR Q. Do these Mexican-Americans have any program preferences? A. The Mexican- American's natural infatuation with music makes music the backbone of programing of any good Spanish station. According to Richard O'Connell. next in popularity "is the real blood-and-guts type soap opera which goes to much greater lengths in realism than do our Eng- lish soap operas. They, for instance, think nothing of having an illegitimate child in the script about to he born. However, due to their religious taboos, the child must either die at birth, the mother must die at birth, or, as rarely happens, the father must show up at the last minute and marry the mother. This is just one example of how real- istic Spanish soap operas can get . . ." I in radio Q. What is the outlook for fm? A. Veteran fm men say they have reason to be optimistic. They give three reasons: multiplexing, hi-fi. more fm sets. Q. What is multiplexing? A. It's a way of broadcasting two signals on the same channel. It en- ables part of an fm channel to be used for non-broadcast purposes while regu- lar fm "home" broadcasting continues. This squeezes more uses out of a single channel, gives fm more opportunities to make money. Example: While an fm station is broadcasting classical music to the home audience, it could also beam background music to restaurants and offices. The background music could be broadcast without interfering with the "home" broadcasting. A third ser- vice, music for stores, could also be broadcast simultaneously. At the Chicago NARTB Convention last May, FCC Commissioner George E. Sterling indicated that the new rule allowing stations to do multiplexing (officially known as FCC Docket No. 10832) will soon be put into effect. He was careful to state that multiplex- ing would be an "adjunct to fm, not a replacement for it. . . . It may give fm the revitalization it needs." Q. Is hi-fi a factor for sponsors to consider? A. Virtually every big maker of elec- tronic gear is trying to cash in on the hi-fi market. Once confined to smaller firms, now RCA, GE, Philco. Zenith, 12 JULY 1954 Pilot and others are making a stum- pitch for hi-fi business. Henr) G. Baker, RCA vice president I home in- struments), says there will be "$300 million spent on hi-fi equipment dur- ing 1954." This will affect fm. The majority of hi-fi rigs (ranging in price from $150 to several thousand dollars I have an fm or fm-am tuner. "These hi-fi fan> aren't buying an fm tuner just to look at," one dealer told SPONSOR. Various fm stations have reported an upsurge in husinos from lii-fi deal- ers and record companies. Q. What sponsors should make an effort to reach hi-fi homes? A. Hi-fi is a great delight of the upper middle class. With a minimum investment of $150 required — and the average running around $500 to $800 — it's obvious that hi-fi enthusiasts who listen mainly to fm constitute a quality market. Better automobiles, FABULOUS HOUSTON NOW OKOKO^(OKOKO M-DAY JULY 3, 1954 with iiLlih 61 0 on Every Dial Texas' Largest Full Time Independent Station ASK THE WALKER REPRESENTATION CO., INC 223 travel and transportation firms, dis- tributors "I fine wines all these are "naturals. Q. Besides the hi-fi fm sets is fm set circulation growing? A. Not <>nl\ is the numbei ol Em sets manufactured steadil) i it not spe< 1,1. ill. ii K i iii< reasing, but also two new areas ol Em listening recently have been opened. Now j ou can buj both .mid radios u iili lin and portable radios w iili lm bands. WILDROOT i ( ontinued from page 1 1 1 l!ill\ \\ illiams, now has his own group I . I he program was aired Mon- >i ofl the ground. It- average rating was 1 .8. I he sale ol \\ ildrool hail tonic did not surge. For six long years Wildrool aban- doned all plans foi extensive radio ad- vertising and turned to other media. B) late 1942 the memorj of W Lid- root's -.i<\ radio experience had laded. for quick, easy reference to your copies of SPONSOR get the durable new Sponsor binder looks liko a million . . . costs only $4_ SPONSOR 40 E. 49th St. New York 17 □ $4 one binder ] $7 two binders Please send me Bindei holding 13 issues and bill me Inter. Firm _ lil d I ess (in Zone Slate W ildrool had j u>t brought out it> now- Famous Wildroot Cream OiL And Maurei had just written Id- '"Wildroot I ream Oil Charlie" jingle. After in- troducing Cream Oil in October and Novembei via Sundaj supplements, Maurer used Bpot radio on a market- by-market basis (at that time the 100- markets map bad nol Keen figured out i . \- BOOn as one market had been established, Wildroot began spot ra- dio in another area. I se ol Bpol radio increased year 1>\ yeai mini, during 1944, Wildroot was said to have Bpent more for spot than an) othei advertiser, [n those days, recalls Maurer, network radio was the big thing and it was unusual for a na- tional advertiser to use particularly heai \ spot campaigns. Despite his satisfaction with spot, b) 1945 Maurer decided the firm was read) for network radio. It had been nine years -in<<- the compan) had been in network radio. The first show featured the Wood) Herman hand. A \ear later Wildroot -witi hed to Sam Spade. The private eye was sponsored b) Wildroot for four and a quarter years. \ I ii ml the same time, Wildroot bought the Kini: Cole Trio. This group was sponsored b) Cream Oil for a year and a hall. After droppin-j Sam Sjxide and the Trio. W ildroot picked up The Shadou and. later. Twenty Questions on MBS phi- Charlie It ild on radio and tv. It continued these network programs un- til 1953 when. Following completion of the 100-market breakdown and the 100 different advertising budgets, Wildroot dropped network radio and put its en- lire > 1 . 1 million air budget into spot "You'll see that we had several cri- teria for network radio," Maurer ex- plains. '" Ml the -Imw- we sponsored we got just as the) were on their wa\ up in popularity. We kept them until the) reached their peak, then turned to new programs. " \ll the -how- had a young follow- ing as well a- an audience that had prett) good male listening. The) were aired at a time when we'd reach men both young men and older men. You see, we're serious about getting our message across to a young audi* ence. "You might -a\ we tr\ to catch 'em both on the wa\ up— both programs and kid-. Significant as hi- big colored map 224 SPONSOR and 100-hudget breakdown is to Man rer. they're not the most important ele- ments in Wildroot's advertising strat- egy- "Ideas are most important, lie ex- plains. "Exciting ideas, with the right kind of copy. Of course you need a good product to begin with. You've got to be honest. But aside from those basics, I believe ideas are most impor- tant." Maurer is himself an idea man. He doesn't leave all the creative thinking up to BBDO. "I have my own creative man, too, Earl Obermeyer. Good idea man, excellent writer. Earl, the agencj and I all work together on ideas." Possibly Maurer's most exciting ( he likes that word ) idea was his "Wild- root Cream Oil Charlie" jingle. When Maurer hears the jingle, he visualizes a couple of vaudevillians with their canes, striped trousers and straw hats a la the Happiness Boys. "For one thing that jingle is happy. And I believe it's important to have happy commercials. People like to be happy. They like to be associated with happy products. Our jingle sort of gives them a lift, makes 'em feel good." Every line of the jingle contributes to its selling message. "Take the first line — 'You'd better get Wildroot Cream Oil, Charlie'' — where you ask the lis- tener to act. The second line gives him the reason why — 'It keeps your hair in trim.' The next line tells more about the product — 'You see it's non- alcoholic. Charlie; it's made with soothing lanolin.' The next line re- peats the demand for action — 'You'd better get Wildroot Cream Oil, Char- lie; start using it today.' "We even throw in sex. The next line goes, 'You'll find that you ivill have a tough time, Charlie, keeping all those gals away.' And so it goes." This year's Wildroot campaign is centered around Al Capp's cartoon character, Fearless Fosdick. "Coming into 1954 we had, in ad- dition to the annual problem of where were we going to tell our story, the problem of what we were going to say. "What, besides our jingle, did we need? We needed some exciting way of dramatizing the jingle. We wanted a new way of getting the jingle to the public. "Having Fearless Fosdick is like having a Godfrey or Crosby — he's an audience getter, a salesman, a charac- 12 JULY 1954 ter that symbolizes Wildioot Cream Oil." Before definiteh signing with Capp, however, Maurer ran a split-run tesl in which Fearless and a conventional cartoon strip were used. Both cartoons were on the comics page. Both had the same position. When readership sur\e\s were made, the Capp cartoon outpulled the other strip by such a great extent that says Maurer. "we could do only one thing — hire Fearless Fosdick." I lir rompain's radio and tv com- mercials also feature Fearless Fos- dick, as well as point-of-sale material, sales letters to distributors and all the rest of \\ ildroot's advertising and mer- chandising. "I earless is our •iimniiek ilii- \ear," Maurer explains, "and we'll exploit him to the fullest extent." \\ hen it comes to giving people ideas, Maurer warms up to his theory that the advertising agency shouldn't be responsible for every new idea. "I believe we're BBDO's second old- est client. We started with Alex Os- born — the old Remington Agency (Buffalo), stayed with the merged How You jSronna Keep'em 1 KANSAS SHOWS 1 18.6% MANUFACTURING, EMPLOYMENT GAIN /f YOU CAN'T WIN WITH THE RURAL VOTE ALONE ! ! Labor Department figures show Kansas tripled the national average and ranked fourth of all states in percentage of manufacturing employment gain in 52-53. Much of this growth is centered in WREN's backyard. You can no longer cover Kansas with a farm station alone. Bolster your sched- ule with WREN — top buy in Topeka and wealthy Eastern Kansas. 5000 WATTS ABC TOPEKA, KANSAS 225 I Batten, Barton, Durstine & Osborn. "1 mil agenc) baa to be a partner in \ <>ii i business. You bave to tell the agenc) everything about your com- pany. Don't look upon the agenc) as an idea machine. It Bhould be \ < »n 1 Belling partner. You're IniiIi in busi- nese to make money, Maurei <>l>- Berved. Maurei fia\c thi- description ol tin- W8) \\ ildroot work- with BBIM): "Our account executive i- Man I). Lehmann, who is assisted l>\ iwo as- REASONS WHY KOA's Western Market is the place to intensify k. your farm and ranch selling V right now! 2. Income is higher through the year! Farm and ranch income in the Western Market is 74.3% higher than the national average! Bistanl account exe< utives Ja\ S. Lar- man and Stuart Hample; also a media director, \\ illiam Decker — all working out of BBDO's Buffalo office. Our New ^ « » 1 k coordinator and Cal Friday is Gertrude Scanlan, and I think it would be -afe to say that a group of BBDO- ers— upward of 35 people Bpend all. or pcirt time, on the Wildroot account. "I sincerel) believe that the Wild- root Compan) and BBDO relationship is very unique. It is well over JO years old and we have never had another 1. Income is at its peak! From now through the fall, harvest season means boom buying! 3. Write today for complete details. . . or CALL PETRY! KOA serves the entire Western Market . . . more people who can't get TV than any radio station in America. This regular coverage includes 3,644,400 listeners in 302 counties of 12 states! KOA programs for this market, with 18 hours a week devoted to FARM AND RANCH SERVICE! D E N VE Covers The West. . . ff&jtf'/ Dominant NBC Station — 50,000 Watts agency — which is certainly unusual in our kind of business. The Wildroot advertising department is relatively small for a firm with a $3,000,000- plus budget I sincerely believe that the reason for this is that we have always tried hard to avoid client-agen- cy duplication, and we use the agency for almost everything that the\ arc in a position to supply. "We do not look upon our agency as an idea shop, nor do we depend on them for all of the ideas and all creative suggestions. We think thej are a group o/ intelligent, sound lm-i- ne-ssmen. and they have our complete confidence. For example, at the last bi-monthly meeting which we had with the A. ('. Nielsen Co., there were as nianv agency people in attendance as there were Wildroot people. "You might he interested in know- ing that the agency is called into all of our planning at the very inception. They are active in all of our product testing, consumer testing and sales test- ing. Coming right down to the la>t foot, we feel that they share with us an\ successes or failures that we may have experienced." Maurei explained that Cream Oil was original!) a wartime substitute. "Our hair tonic, pre-World War II. had alcohol in it. like most tonics. Then our supply of alcohol was cut because of the war. Ever since 1 0.'-tT the lab had been working on a tonic with lanolin that was non-alcoholic. Actually it probably was better for \our hair. Of course some men liked the stimulation they got from the alco- hol tonics. But we had to sell the fact that because ours was non-alcoholic and contained lanolin — that was at a time when most people didn't know what lanolin was exactly — ours was better." Some observers told Wildroot the\ were making a mistake in bringing out an emulsion tonic. "Men wont put that white stuff on their hair." thej warned \\ ildroot. Maurer and Albert E. Ritchie, gen- eral sales manager for world opera- dons, started to test the Cream Oil in eight markets. They chose market- of L00,000 to 250,000 population- big enough to • In . k results but not too big to be too expensive or to make personal chok- ing impossible. Maurei had charge of four markets, Ritchie had the other four. Each per- 226 SPONSOR sonally supervised careful sales tesls. "After nine weeks," Maurer told sponsor, "we were convinced that we had a winner in Cream Oil. And our 'wartime substitute' has turned out to be a peacetime necessity." The Cream Oil is today so impor- tant to Wildroot that it gets virtually the entire Wildroot advertising bud- get, even though a wide variety of hair preparations and shampoos are pro- duced. "For one thing, the hair tonic industry is very susceptible to adver- tising." Working under Maurer is a staff of 10. In addition to Earl Obermeyer. Maurer's "creative man." there is Chuck Dentinger, the advertising de- partment's media director, who handles the schedules, checking, billing details. Arthur Zgoda edits a weekly em- ployee newspaper I which has won two first prizes and a grand prize for the best publication entered in the Niagara Frontier Industrial Editors Association contest, judged by Northwestern Uni- versity's Medill School of Journalism). Zgoda also edits a biweekly salesman's newspaper, is the company photogra- pher, handles employee relations and does some public relations work. Maurer has been with Wildroot 25 years; he has been advertising direc- tor since 1947 and was advertising manager the preceding five years. He's immediate past chairman of the Asso- ciation of National Advertisers, is on the ANA board and was a member of sponsor's Advisory Board for its All- Media Study, sponsor got the impres- sion, while spending a day with him. that he is given a free hand from Wild- root President Harry Lehman in run- ning the company's advertising pro- gram. Maurer started with Wildroot during a summer vacation while he was attending college, liked it so well he stayed with the company and never did finish school. Before coming into advertising he was a salesman. The original batch of Wildroot hair tonic was made by two Buffalo barbers who had been asked by their custom- ers for a dandruff-removing prepara- tion. The jug in which the first tonic was made in 1909 is in Wildroot's archives. sponsor asked Maurer why Wild- root had been so successful when there are several hundred brands of hair tonics on the market to chose from. "We have a good product, of course,"' said Maurer. "It costs more to make Cream Oil than other tonics. Hut besides .i ii I product, von need good selling to succeed. ^ on need In be research-minded. "We have two kinds of research. One, our laboratory upstairs with its stall of scientists. Two, our sales re- search. We copy test, sales test, con- sumer test. We're very cautious. "Cream Oil was successful. I think. for three reasons. "It was different; an emulsion. "It had exciting elements: it was non-alcoholic and had lanolin. '" I lie \\ ildrool < le.ini ( )il ( harlic jingle helped ^i\e the product a per- sonality . Personalit) i- impoi tant. \\ ildrool - chiel competitors are \ i- talis and \ aselinc. "One reason 1 believe Wildroot lia^ been so successful," Maurer said to sponsor, "is that we seriousl) believe ami practice an old adage. The sales department, the ad\ ei ti-iiiL: depart- ment, the agency — we all follow this adage: 'You can do an awful lot of good in this world — if you don't care who gets the credit'." * • * in the Rich NASSAU-SUFFOLK Market Within V2 Millivolt Signal Retail Sales— $4,223,214,000* 754,215 families with spendable income more than $4,000* 382,826 families with spendable income more than $6,000* Within Nassau-Suffolk Saturation Area More retail sales than 18th ranking Metropolitan Market ($1,200,175,000)* More food sales than 17 com- plete states or the District of Columbia ($364,062,000)* « ' 740 kc c 1000 WATTS 379 NEW YORK AVENUE HUNTINGTON, L. TIMES TJE POWER Of JT_S NEAREST COMPETITOR . . . The Only Long Island Station That REALLY SATURATES The Market . . . W6SM— is first in morning audience** WGSM— has more afternoon listeners than the combined audience of 3 of the 4 New York networks** WGSM— is the independent with the low- est cost per listener in the largest "Home Owner" market in the world — Nassau - Suffolk - West- chester-Fairfield, and New Haven counties. WGSM— rates are bassd on local value . . . yet the advertiser receives a bonus coverage of over 5,000,000 New York Metropolitan market dwellers— in Bronx, Queens, and Kings counties. Represented by Robert S. Keller Inc. *SRDS Consumer Markets (1954i "Hooper 12 JULY 1954 227 WIUicA is ^ r*illo sW PROPHET or PROFIT? Profit is the way WIP advertisers measure their results! That's why more local and national advertisers use WIP than any other Philadelphia network radio station.* MBS 5000 WATTS PHILADELPHIA 7, PA. i/Va//wa/ ffefitesenktwes EDWARD PETRY & CO., INC. 'Broadcast Advertisers Report May 1954 PHILADELPHIA'S PIONEER V 0 C E 228 SPONSOR 1954: 117 MILLION RADIOS, 29 MILLION IN CARS Here are some of the important questions you will find answered in the 11 pages of this report l|B How many U.S. homes are radio-equipped? page 1 (|H How many ears in the U.S. have radios today? page 2 |Ja 11 hat type of radio is the public huying? page S UB How mueh does out-of-home audience add to in-home listening? page I ||a Hon- does the male vs. female radio audience compare? page 6 l|. How many hours tlo homes listen per ilay? page 7 U. Ho if do show types compare in number of people reached? page 8 ||. What's the eost-per-1,000 of network programs by types? page 9 12 JULY 1954 229 / Dimensions of radio *s autlienee 1. How many radios are there in the U.S. today compared with 1946? SOURCES: 1946 figure NAB for January: 1954 figure is NBC Rodio research dept. estimate Set until tlinthles in ii«(/n years Since 1946, first postwar year, total of U.S. radios has more than doubled. Sales of radios have been continuing at a fast pace through the years of television's most rapid growth. 57,750,000 1946 1954 2. What percent of U.S. homes have radio sets today? SOURCE: NBC Radio research dept. estimate for January 1954 Homes with one or more radios lludio iimim iipiiriTMil mass medium Non-radio home is rarity. No other medium has as high a degree of penetration. NBC made its estimate on basis of 1953 Joint Radio Network Committee report updated by RETMA figures. Homes with no radios 3. What percent of radio homes now have more than one radio set? SOURCE: "The Importance of Radio in Television Areas Today," survey by Alfred Politz Research for Henry I. Christal Co. and stations it represents; interviews span period 13 December 1952 to 29 January 1953 23' have three to seven sets .■>.■>"„ homes multiple set Politi study covered tv areas. High proportion of homes with more than one radio points up importance of listening by individual members of families to radios at different loca- tions in homes. Chart on page 3 of Radio Basics shows where radios are located within homes. B A D I 0 BASICS /'"'/- i 4. How many cars in the U.S. have radios today compared with 1946? SOURCE: 1946 figure from NAB, for January; 1954 figure is from merchandising publication Mart for January Car radios boomed up in postivar i/ear.v Since war's end number of cars equipped with radios has almost quadrupled. Total car radios now of over 29 million is close to number of U. S. tv homes. Though cars are main location for out-of-home listening, nation's 10 million portable radios and 10 million radios in public places also contribute substan- tially to audience. 29,000,000 1946 1954 5. How many radios were sold last year compared with the previous year? SOURCE: RETMA figures for factory sales to distributors, 1952 and 1953 11,000,163 1953 12,938,455 1954 6. Do people buy radios in television areas? SOURCE: CBS Radio Spot Sales study based on RETMA home radio figures, BAB auto radio figure "S3 radio set sales lead '52 in 10 "aid" television markets f HOME SETS 1953 AUTO SETS TOTAL SETS New York. . .856,959.. .... 361,666 1,218,625 Chicago .. .462,449. . 236,939.. 699,388 Los Angeles ...286,250... . ...194,345 480,590 Philadelphia ...268.522...... .146,214.. 414,736 Boston 161,887. ... 89,903 251,790 San Francisco 137,224 .... 83,062.. 220,286 172,984 149,010 St. Louis ...-103,288.-. ... 69,696... ... 57,753 Washington, D. C. ... 91,257 Minneapolis-St. Paul . 55,731 ... .... 45,466. 101,197 ..... 20,921 J Salt Lake City ..... 12,646 ... ... 8.275... HOME SETS AUTO SETS TOTAL SETS Note that in these 10 mature television markets demand for radio sets shows acceleration in 1953 over 1952. This is true when you consider home as well as auto sets. Importance of con- .737,833- 252,916 990,749 314,472 .... . 175,872... 490,344. 227,598 144,666 372,264 214,613 106,217 .... 320,830 142,559 . 67,450 210,009 104,630..... 68,437... 173,067 . 95,150 44,223 139,373. . 86,944 49,617 136,561 . 52,720 39,019 91,739 . 12,896 6,612 19,508 tinued purchase of radio sets lies in obvious fact consumers are voting their continued interest in medium when they spend dollars for sets. Mar- kets above all had tv before freeze lifted in 1952. BAOIO %k%\%% | pages 7. What type of radio is the American public buying nowadays? SOURCE: RfcTMA 1953 set sales f I i ri ii tf room rtnllos 33% Clock radios |«% rortable radios 13% Auto radios 38% 2 o| .'»' radios iioii-Zirint/ room As figures at left show majority of radios now being bought are designed for use outside the living room. The present trend is a forerunner of what may be coming. The pocket radio, many electronics industry leaders feel, may be in mass- production within a few years. Portable radios may then become even larger portion of radio set sales than today. Total amount of listening by individuals should rise sharply. 100% 8. Where are radio sets located within U.S. homes? SOURCE: "The Importance of Radio in Television Areas Today," survey by Alfred Politz Research for Henry I. Chris'a Co. and it represents; interviews span period 13 December 1952 to 29 January 1953 f.i.vf cuing perinea***.* I.S. fionic.v More sets today are found outside living room than in it. One reason: As television entered living rooms radios tended to be added in kitchens, bedrooms, other rooms where individual members of the family could use them without interfering with tv viewing. Spreading of radios all over home has made it more difficult for radio researchers to make full count of the radio audience. M_i 9. How many people listen to radio in their homes every day? SOURCE: See footnotes below 9 a.m. -noon *iuiuiiim:iiiir":iniimiiii!iii;!'i: :r'i ;: -mm! ■ ■ , N •■ ■■ ii i iiwioimiimmiii : in iiiiiiuiiiiiihiii^ noon 6 p.m. 6 p.m. -midnight HOMES USING RADIO' LISTENERS PER SET- IU.it 7.tt.>0.000 I.IH 17.1 7,980,000 1.27 LISTENERS USING RADIO 9.218.000 f 0.130.000 15.0 7,420,000 1.64 I2.1U4.000 R A 0 ! 0 BASICS! pay, I N simple multiplication. than Stores in an Average of Five Other Leading Cities ' On a per-store basis, retail stores in the city of Spokane ring up an average ot 35.1 % more business than stores in the five cities leading the nation in population and in total retail sales. $1,137,685,00 MARKET Spokane < city > with only 17.8% of Spokane Market population accounts for 21.9% of etail sales. 51.5% HIGHER than New York 21.5% HIGHER than Chicago 11.9% HIGHER than Los Angeles 1.4% HIGHER than Detroit 61.2% HIGHER than Philadelphia OPERATING ON 50,000 WATTS 24 HOURS AROUND THE CLOCK (Only 50 kw between Min- neapolis and the Pacific Coast.) COVERAGE The vast Spokane market is a geo- graphically independent area. The nearest major city is located 300 miles away. To reach all of the 720.800 persons living within this market, you must beam your sales message out from Spokane at least 150 miles. KCA's BONUS COVERAGE KCA rates are based on listene»*fiip of the radio families within its primary coverage area. The thou- sands of persons who listen nightly from San Francisco to northern Canada on KCA's clear channel sig- nal make up a KCA bonus audience that costs you nothing — means extra potential sales to you. SPOKANE WASHINGTON Keeps Getting Action ^Source: Estimates based on "Sales Management" and U.S. Census figures 1949-53. 12 JULY 1954 233 10. How much does the out-of-home audience add to in-home listening? SOURCE: The Pulse, Inc., Jan. -Feb. 1954 except New York which is only February f II-/lOIIM' On f -of -home- = This plus1 ATLANTA BALTIMORE BIRMINGHAM BOSTON BUFFALO CHICAGO CINCINNATI DETROIT HOUSTON LOS ANGELES MIAMI MILWAUKEE MINNEAPOLIS NEW YORK PHILADELPHIA PITTSBURGH RICHMOND SAN FRANCISCO ST. LOUIS SEATTLE WASHINGTON, D. C. ■Afrrige quarter-hour lets-ln use of In home radio listening. 'Average quarter-hour leti-ln-uia of out-of-home radio listening. *The percent of listening added by out- 18.7% 21.2% 18.0% 22.6% 20.7% 21.4% 21.4% 22.7% 17.4% 22.7% 14.5% 18.2% 18.4% 23.9% 22.9% 18.2% 17.6% 20.9% 19.3% 15.8% 19.8% of home. (This Is derived by calculating the tatlo of out-of-home to In-home listening) All figures in this chart cover 6 a.m. through midnight. Sunday through Saturday. 11. Who listens to radio out-of-home and where do they listen? SOURCE: The Pulse, Inc., August 1953, New York market 24-hour period NO O-O-H DID LISTEN DID LISTEN BY ACE CROUP BY SEX I i 5-13 . . 14.5 <£. . . .6.1% 14-19 ...7.8%. 12.0% 20-34 . .23.2%. .31.3% 35-44 . .14.5%. .24.3% 45-64 . .29.»%. 22.2% 65 A. over . . .10.2%. .4.1% Hale 100.0% . . .42.3%. 100.0% .5.9.1% . .57.7%. 1 «..•>»„ BY PLACE 100.0% JOO.0% « 1 .« "„ Work 25.5% Visiting .... 14.1% .5.0% Restaurants . . .3.9% Retail Shops . .6.3% Schools, etc. . . .1.0% IJ7.6%* B A 0 f 0 BASICS I pagt i *Mulll[ .' HERE'S WHAT YOU GET! Share of Sett-ln- Total Time Use Rating Audience Monday 7:00 AM 29.6 12.2 41% 8:00 AM 33.6 9.4 28% 9:00 AM 30.8 8.0 26% 10:00 AM 28.6 7.9 28% 11:00 AM 29.1 7.1 24% 1:00 PM 29.0 9.8 34% 3:00 PM 23.3 9.2 40% 6:00 PM 20.5 7.7 38% 7:00 PM 30.7 10.9 36% 9:00 PM 25.7 10.8 42% (10) Average 28.1 9.3 34% Tuesday 6:30 AM 16.7 7.9 47% 8:30 AM 33.2 8.8 27% 10:30 AM 29.2 7.5 26% 11:30 AM 27.3 7.3 27% 2:30 PM 26.2 8.6 33% 4:00 PM 23.5 8.6 37% 5:30 PM 24.9 9.3 37% 7:30 PM 32.1 12.0 37% 9:30 PM 23.6 9.4 40% 10:00 PM 21.8 9.5 42% (10) Average 25.9 8.9 35% Wednesday 7:45 AM 30.7 10.2 33% 9:45 AM 31.0 7.9 25% 10:45 AM 28.3 7.2 25% 11:45 AM 1:45 PM 28.1 7.6 27% 27.7 8.6 31% 3:45 PM 23.6 8.7 37% 4:45 PM 6:45 PM 23.6 7.9 33% 28.6 10.8 38% 8:45 PM 27.8 10.8 39% 10:30 PM (10) Average 15.6 7.6 48% 26.5 8.7 347c Thursday 7:15 AM 32.5 12.6 39% 0f 9:15 AM ' 10:30 AM 30.5 7.5 25% 29.2 7.5 26% 11:30 AM 27.3 7.3 27% 12:30 PM 33.1 11.5 35% 3:30 PM 23.5 8.8 37% 5:00 PM 20.5 7.7 38% 7:15 PM 30.7 10.5 34% 8:15 PM 30.0 12.1 40% 9:45 PM 21.9 8.4 38% (10) Average 27.9 9.4 34% 'rlday 6:15 AM 14.3 7.1 50% 9:00 AM 30.8 8.0 26% 10:15 AM 27.5 7.4 27% 11:15 AM 27.1 7.0 26% 1:15 PM 29.2 9.0 31% 3:00 PM 23.3 9.2 40% 4:15 PM 23.6 8.5 36% 7:15 PM 30.7 10.5 34% 8:45 PM 27.8 10.8 39% 9:45 PM 21.9 8.4 38% (10) Average 2S.6 8.6 35% aturday 8:15 AM 31.0 7.8 25% 9:30 AM 26.3 7.0 27% 10:15 AM 23.8 6.8 28% 11:00 AM 20.3 5.3 26% 11:45 AM 23.0 5.0 22% (5) Average 24.9 6.4 26% IS ON POWERHOUSE Radio WOW a ferritin buy I LARGEST AUDIENCE LOWEST COST! Compare the Ratings: Total spots 55 Sets-In-Use (Average per spot) 29.4% RATINGS: WOW — Area Rating (Average per spot) 9.3 Station "B" (Same times) 5.1 Station "C" (37 Daytime, same times) 3.0 Share of Total Audience: WOW— (Average 55 spots) 36% Station "B" — (Average 55 spots, same time) 18.5% Station "C" (37 Daytime, same spots) 11.0% Comparative End-Rates: 8-Sec Cbs Minutes WOW $6.50 $18.00 $22.00 "A" Station 7.00 14.00 14.00 "B" Station 5.68 11.35 11.35 Compare the Costs: Cost -Per 1000 In-Home families: Base SAM. -Day Base B-Day Base C-Day WOW 389,809 425,390 "A" Station 293,125 321,520 "B" Station 147,410 201,210 8 -Sec: WOW 18c 16c 14c "A" Station 47c 43c "B" Station 1.28 94c Chainbreaks: WOW 49c 45c 39c "B" Station 94c 85c "C" Station 2.56 1.88 Minutes: WOW 60c 56c 47c "B" Station 94c 85c "C" Station 2.56 1.88 Sources: Sets in use. ratings, shares are from the Pulse of the WOW Area. March. 1954. Rates are from the March. 1954 Standard Rate & Data, or (for shorties) quoted by Station Managers. 3/28/54. C-P-M computed using total weekly base (as indicated) times WOW Pulse Area rating divided into rate. REGIONAL RADIO OMAHA, NEBRASKA Bill Wiseman, Sales Manager NBC Aff. • 590 KC • 5000 WATTS JOHN BLAIR & CO., REP. A MEREDITH STATION • Affiliated with Better Homes and Gardens and Successful Farming Magazines MM Ki listening ha 1. How does the number of people listening in homes differ hour by hour? SOURCE: The Pulse, lr, Total radio listeners per 1.000 homes with radios: it p.m. If on. -Fri. is /»»«//« point 400 MON.-FRI. 1 ~ SATURDAY i i SUNDAY r- 1 350 |-| - 300 -i ll iW n n 250 - -i 200 -| -i _ 150 _ -I - 100 1 400 350 300 250 200 150 ]00 50 HOUR BEGINNING 6 AM 10 PM 9 10 II # * * floir vhttrt ttboce is computed: it is result of sets-in-use multiplied by listeners* aires true measure of audience The chart above gives a true measure of the relative size of the in-home radio audience at any time. It is derived by multiplying the sets-in-use figure for each hour by the number of listeners per radio set. The number of listeners per 1,000 radio homes figure thus obtained shows how the number of people actually listening fluctuates hour by hour. The Pulse figures used to derive these audience totals are 12-city averages for the following tv markets: Birmingham, Boston, Buffalo, Chicago, Cincinnati, Los Angeles, Minneapolis-St. Paul, New York, Philadelphia, San Fran- cisco-Oakland, St. Louis. Washington, D. C. The high point in audience falls at 8 p.m. Monday through Friday when there are 394 listeners per 1,000 radio homes. Low point is Sunday at 6 a.m. when there are only 18 listeners per 1,000 radio homes. Radio homes, by the way, are not "radio-only" homes: they are "homes with radios' which means virtually all homes in a market and includes of course homes which have television. With this chart the advertiser interested in reaching the broadest number of people can easily tick off the hours with the highest potential. The chart shows, for example, that the morning hours starting at 7 and at 8 have a two- hour average of 349 people listening per 1,000 radio homes. But the hours starting at 7 and 8 in the evening have an average of 384 people. Actually sets-in-use for the evening hours Is slightly lower than for the morning. But this is more than over-balanced by the increase in number of people listening per home in the evening. On the next page you'll find two charts similar to the one above which break the total audience down by =ex. The principle used in deriving these charts is identical to the one explained above. Total here in- cludes teenagers and children. n « U i ■> ;-} I <■ I ■'■ : ','■ '■■ f A S I U S /""/' ' HOW MANY EARS HEAR THE VOICE OF BALTIMORE? Some smart guy came up with a quick answer: "Twice as many ears as people!" But it's not quite that simple! For in- stance, back in 1922 when WCAO first went on the air, there were 880,000 people in Metropolitan Baltimore. They all had ears — but they didn't all have radio sets. Right now there are 1,455,000* people in Metropolitan Baltimore — and it would be mighty hard to find a pair of ears that didn't listen to radio. PULSE OF BALTIMORE tells us that WCAO is the most listened-to station in Baltimore. So that's that. But, WCAO's 5,000 watt signal goes a long way beyond Metropolitan 27th Anniversary of affiliation with CBS as a basic radio station Baltimore. Our mail map shows extremely widespread listenership beyond the limits of Metropolitan Baltimore. And Baltimore's wealth is increasing faster than Baltimore's "ears". In 1922, Baltimore's spending power was reflected by retail sales of $325,000,000. In 1927 (when we joined the CBS net- work) retail sales were $395,000,000. And, in 1953, Baltimore retail sales reached a whopping $1,543,684,000*. In other words, about twice as many people are spending nearly five times as much money! And, most of those 1,455,000 (plus) pairs of ears listen to the "Voice of Baltimore". * 1954 Survey of Buying Power WCAO All programming is simulcast by WCAO-FM (20,000 warts) at no additional cost to advertisers CBS BASIC • 5000 WATTS • 600 KC • REPRESENTED BY RAYMER I2 JULY 1954 237 2. How does audience composition (men vs. women) vary by hour of the day? SOURCE: The Pulse. Inc. study for The Katj Agency, winter 1953 Women radio listeners per 1,006 homes with radios: 10 a.m. Woii.-I ri. is high point MON.-FRI. L 3 SATURDAY C 3 SUNDAY 250 200 150 100 250 200 BEGINNING 6AM 7 9 10 I I 12 I PM 2 3 4 5 6 7 8 9 10 II # * # Wen radio li.sl«»jic»r.v pc»r f.000 homes with radios: it p.m. ?Ion.-Fri. is high point •tON.-FRI. I "1 SATURDAY I ~1 SUNDAY 150 100 beginning 6 AM 7 8 9 10 II 12 I PM 2 9 10 II The charts above are based on the principle explained on the im- mediately preceding Radio Basics page. They show you the total number of people of each sex per 1,000 radio homes listening each hour. This does not include teenagers or children. Women listeners are most plentiful at 10 a.m. Monday through Friday. The biggest male audience is in the evening, 8 p.m. Monday through Friday. Hour by hour, the chart shows, more women listen to radio at home than men, except at I I p.m. when the male audience is larger for every day of the week. Another interesting fact shown by the chart is that the advertiser who wants to reach a big male audi- ence in the morning has his best chance of doing so during one hour only, 7 through 8 a.m. In the evenir.g the advertiser can reach a high male audience for the four hours starting 7 through 10 p.m. On the weekends presence of more men in the audience helps to balance lower female listening levels. Another factor in large Sat- urday morning audiences is addition of children and teenagers. Saturday morning listening at hours starting iO, II and 12 in morning are almost level with Monday through Friday audience. The male audience is up an average of 32 men per 1,000 homes during those hours and the number of teenagers and children in the audience goes up to the same degree. The children-teenagers average 31.6 per 1,000 homes Monday through Friday at these hours, rise to 62 per 1,000 on Saturday. (These figures derived by subtracting totalt shown on previous page from total of men and women on this page.) ft U I u page 6 Sponsors buy by-the-year on WOWO! National and local clients sell BIG on WOWO . . . morning, noon and night . . . fifty-two weeks of the year! So they buy fifty-two weeks of the year! You'll never get a better buy in this high buying-income Ohio-Indiana-Michigan market. Buy us and see! For information about best buys and frequency discounts, call H. D. "Tommy" Longsworth, WOWO Sales Manager, Fort Wayne, Anthony 2136, or Eldon Campbell, WBC National Sales Manager, PLaza 1-2700, New York. A/ESTINGHOUSE BROADCASTING COMPANY, INC. WOWO, Fort Wayne; WBZ-WBZA • WBZ-TV, Boston; KYW • WPTZ (T V), Philadelphia; KDKA, Pittsburgh; KEX, Portland, Oregon National Representatives: Free & Peters, Inc 444 Madison Avenue, New York 22, N.Y. 2 JULY 1954 WITNESS: NEW 52-WEEK CONTRACTS 5:45-6:00 a.m. Tuesday, Thursday Keystone Steel & Wire (Red Brand Fence) 6:00-6:15 a.m. Monday, Wednesday, Friday Ralston- Purina Company 7:20-7:25 a.m. Monday, Wednesday, Friday Funk Brothers Hybrid Seed Corn 8:00-8:15 a.m. Tuesday, Thursday Parrott Packing Company 11:00-11:15 A.M. Monday through Friday Procter & Gamble (Cheer) 12:45-12:55 p.m. Wednesday, Friday DeKalb Agriculture 10:30-11:00 p.m. Monday, Wednesday, Friday Falstaff Beer WOWO Fort Wayne, Indiana NBC Affiliate 50,000 WATTS 239 3. How many hours do homes listen per day? SOURCE: A. C. Nielsen Co >53-April 1954 \veraye total hours of radio use per home per day* 2.83 2.69 2.37 2.25 2.28 2.51 2.63 2.78 2.73 2.78 2.69 2.84 2.56 -- APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 1953 mi above bIiows ni hours} thai - Ilo during the JAN. FEB. MARCH APRIL i til 1953 through April 1 S'ote that ll N en- measured ratio audi- ■ >umracrtime slump, rising Bgall - high iwint 4. How much radio listening do tv homes contribute? SOURCE: Pulse study for the Katz Agency based on Jan. -Feb. 1953 Pulse reports Radio sets-Ill-use in (r homes eompured irilli fill homes PERCENT OF RADIO HOMES WITH RADIO SETSIN-USE '4 HOUR AVERAGES BETWEEN 8 PM AND 10 PM Birmingham It os 1 on Buffalo Chicago Cincinnati Los .\iij»Vl«»s >l iiim-.ipolis-S,. Paul \c» York Philadelphia San I iMiiciscM St. Louis Washington °„TV OWNERSHIP 1-1.0', 71.6 69.5 71.8 73.0 72.;; (.(..7 73.2 76.0 47.9 7n.() 12-t'iiy Average I 07.1 RADIO BASICS page? MON.-FRI. SATURDAY SUNDAY IN TV HOMES IN ALL HOMES IN TV HOMES IN ALL HOMES IN TV HOMES IN ALL HOMES 16.9 16.9 17.1 15.9 16.2 18.5 17.5 17.1 17.7 17.7 16.6 17.5 17.1 23.1 21.1 19.3 L8.4 L9.1 20.4 20.4 L8.0 24.0 L9.9 21.3 20.8 15.2 16.4 14.7 17.2 15.2 17.7 15.4 16.3 15.8 16.5 15.1 14.9 15.9 L8.5 22.1 18.2 18.9 L8.1 22.0 L9.9 L9.9 L6.9 24.0 17.7 L8.7 19.6 15.2 18.1 16.5 20.1 17.2 18.4 14.2 L6.6 1 5.0 17.7 16.8 22.7 14.4 21.1 15.9 19.3 16.6 18.6 16.2 21.7 15.6 19.0 16.3 19.8 15.8 19.4 USE THE BIG GUN! when you want the people of Southern California to get your Sales Message "O-O-H"* A' BOOM" WITH A BONUS! ™^nt Pulse ReP°rt (Feb. 1954) shows that KMPC dominates Southern California's * out-of-home audience: KMPC tops ALL Los Angeles stations, except one network outlet, in total O-O-H ratings. KMPC, except for just one network outlet, has a larger O-O-H audience than any other Los Angeles station — including the networks! A 1953 survey estimates 2,804,196 automobile radios for O-O-H listening in Southern California. KMPC reaches them ALL ! KMPC The One-Station Network You could buy 38 stations in this area and still not get this great KMPC coverage. KMPC IS A 24-HOUR STATION RMPC 710 kc, Los Angeles GENE AUTRY, President • R. O. REYNOLDS, Vice-Pres. & Gen. Mgr. Represented Nationally by A. M. Radio Sales Company NEW YORK • LOS ANGELES • CHICAGO "2 JULY 1954 241 5. How do network radio program types compare in number of people reached? SOURCE: Home base, A. C. Nielsen Co.; listeners-per-tet, The Pulse, Inc. \reraye >ni in f»cr of people reached by program types. 7-I.'J Feb. 1954 ONCEA WEEK EVENING (IS minutes or more duration) SITUATION COMEDY GENERAL DRAMA MYSTERY DRAMA CONCERT MUSIC 4,757,892 4,202,805 POPULAR MUSIC VARIETY MUSIC VARIETY COMEDY OUIZ & AUD. PARTIC. 3,647,717 8,009,118 4,678,594 MULTI-WEEKLY DAYTIME ADULT SERIALS CHILD PROGRAMS OUIZ & AUD. PARTIC. 3,092,630 2,486,232 2,183,032 Chan above Is ba*ed on A. C. Nielsen Co figures for number of radio BOMBS leached by various basic network ra'llo program types, multiplied by Pulse estimate of 1.3 prrsons-per-radlo-set during the daytime (8:00 a.m. to 6:00 p.m.) and 17 pertoos- per-set In the evening (6:00 p.m. to midnight). Pulse average is for the entire V s J'i 6. How many homes are added to the radio audience by turnover? SOURCE: A. C. Nielsen Co. study Different homes reached by radio programs grow rapidly in month , HOMES REACHED 1 WEEK 4 WEEKS ' (Sod freu's Talent Scouts Lux Theatre >lr. A. Mrs. \orth Our Miss Hroohs , Red Skeleton Ron Itttaers i \veraqe < \ 3,Qr.l HMH.l ! 3,469 10.160 7,38.1 ! 4,767 9.3M ! 2,350 ! 2.117 6,132 6.0 12 ! 3.701 7.0.T2 4-WCEK AUDIENCE TURNOVER 2.19 1.93 2.13 1.95 2.61 2.49 2.15 RADIO BASICS J w« « Go BIG GAME HUNTING inT&KOA. There's big game in the Southwest's biggest, richest market . . . you'll bag the sales limit easily when you load up with a sure-fire WFAA-formulated program or adjacency — proved to have the largest audiences over any other local or network programs broadcast at their time in the Southwest. WFAA-820 MARKET Population 4,566,600 Families 1,369,900 Effective Buying Income . . $6,411,105,000 Retail Sales 4,780,421,000 Food Sales 1,033,675,000 General Merchandise . . . 616,534,000 Furniture, Household, Radio . 227,534,000 Drug Sales 146,955,000 Automotive Sales .... 1,186,435,000 WFAA-570 MARKET Population 2,382,000 Families 738,500 Effective Buying Income . . $3,607,175,000 Retail Sales 2,655,695,000 Food Sales General Merchandise . Furniture, Household, Radio Drug Sales Automotive Sales 562,266,000 417,570,000 126,306,000 82,767,000 608,298,000 (SOURCE SM, May 10. 1954 — 25% 100% coverage area. SAMS: Spring, 1952) ALEX KEESE, Station Manager EDWARD PETRY & COMPANY • Natl. Rep. RADIO SERVICE OF THE DALLAS MORNING NEWS 2 JULY 1954 243 Mil Cast of radio advertising 1. What's the cost-per- 1,000 homes of network programs by types? SOURCE: A. C. Nielsen Co. NRI Reports 7-13 February 1954 ONCE-A-WEEK (25 minutet or marc duration) SITUATION COMEDY GENERAL DRAMA MYSTERY DRAMA CONCERT MUSIC POPULAR MUSIC VARIETY MUSIC VARIETY COMEDY OUIZ. & AUD. PARTIC. $5.99 (6.0 rating) 2,798,760 homes $6.93 (4.9 rating) 2,285,654 homes $6.81 (5.3 rating) 2,472,238 homes $6.86 (5.6 rating) 2,612,176 homes $8.24 (10.1 rating) 4.71 1,246 homes $4.72 (5.9 rating) 2.752,1 14 homes MULT I WEEKLY DAYTIME ADULT SERIALS KID PROGRAMS OUIZ & AUD. PARTIC. $1.88 (5.1 rating) 2,378,946 homes $2.92 (4.1 rating) 1,912,486 homes $2.85 (3.6 rating) 1,679,256 homes NOTE: These cost-per- 1 ,000 figures are most useful as a comparative yardstick of the program types. They are not an up-to-date index of actual network costs next season because the recent increase in network discounts will tend to brmq down cost-per- 1 ,000. 2, What are some typical talent-production costs for network radio shows?* SOURCE: Network Radio Comparagraph which appears in alternate iss-ies of SPONSOR. These represen* 53-54 season p.-:ces If »fE.\CE P\RTICIPAT10\ 111 .STEfCV-CKf HE HIU'll The Shadow (perpartic). Dragnet Nick Carter Johnny Dollar Mystery Theatre Big Story Suspense The Falcon (per partic). Squad Room (per partic) Mr, & Mrs, North $2,100 $5,500 $1,850 $3,400 $2,000 $6,000 $5,000 $1,500 $1,500 $4,500 situations rom im Our Miss Brooks $6,500 Amos V Andy $15,000 My Little Margie $3,750 Harris-Faye $10,000 Meet Mr. McNutley $3,500 Fibber McGee (per partic) $2,917 My Friend Irma $5,000 Ozzie & Harriet $7,500 GENERAL IMC 111 \ Hallmark Theatre $4,000 Stars Over Hollywood. .. . $4,000 Gunsmoke $2,875 City Hospital $2,500 Time for Love $3,000 Lux Radio Theatre $12,000 Ul figure* refi DO more than once ■ wr«h You Bet Your Life $7,500 Truth or Consequences . . . $5,000 House Party $6,000 Welcome Travelers $4,000 Walk a Mile $3,500 People Are Funny $4,000 SERIAL l»IC HI I Rosemary $2,700 Ma Perkins $3,250 Perry Mason $3,500 Road of Life $3,250 Pepper Young $2,700 Backstage Wife $2,500 Stella Dallas $2,800 'This 'hurt continues next jiape) RAO 10 BASICS >><"J<9 , BIG MIKE... the butter £ egg man kSS ■ ■ to Big Mike points out that Omaha, Nebraska's largest city, is number one in the nation for above its nearest competitor. Big as it is (25-30 million pounds a year) butter is only part of Nebraska's food processing story. Ranking second in the na- tion for ALL food processing Omaha's poultry products, processed in five plants, range from dressed birds to dehydrated eggs. Omaha meat packers process nearly six million head of livestock in a typical year. Nebraska's food processing story is a mighty big story . . . and it's getting bigger and better every year. As the market grows, so grows Big Mike . . . with more listeners, more service . . . more success stories to tell you about. Free & Peters will be glad to give you the facts . . . So will Harry Burke, General Manager. vv\\\\\l //-/•/ Big Mike is the physical trademark of KFAB Nebraska's most listened-to-station SCItl M. Dlt l>l » (cont.) Lorenzo Jones $2,750 Right to Happiness $3,000 CO\t MCI Ml SIC Voice of Firestone- $18,000 Railroad Hour $6,000 Telephone Hour $8,000 Band of America $6,500 lu.ur I'OI'I LMt Ml sit Perry Como (tape) . Dinah Shore Eddie Fisher (tape) Julius La Rosa . . . Grand Ole Opry $1,100 $5,000 $1,000 $1,750 $5,000 \ 1ICIITV COMEDY Bing Crosby $15,000 Gene Autry $9,500 Jack Benny $16,000 Bergen-McCarthy $12,000 \EWS AJVD COM ME/VT 4ft V Walter Winchell* $17,500 Morgan Beatty $2,500 Frank Edwards $1,750 Gabriel Hearten- $1,500 Lowell Thomas $7,650 Alex Dreier $1,500 3. What can you buy with various typical ad budgets in spot radio? SOURCE: SPONSOR calculations based on "Spot Radio Estimator" of Station Representatives Association PROBLEM BUDGET CAMPAIGN r -\ Advertiser wants intensive short-term promotion to reach women in markets of over 500,000 population Idvertiser wants year-round schedule of 15-minute news- easts to reach mixed audi- ence in markets of 100,000 up to 250.000 population Idvertiser wants steady. 52-week campaign of minute announcements in as many markets as possible over 25,000 population I Sponsor mill | $100,000 I to spend I I I 1 I 1 I Sponsor tcith I $600,000 to spend I Sponsor with I $1,200,000 I J to spend ► L J A single daytime minute announce- ment on one neticork affiliate in each of the 38 markets of this size ivill cost a total of about $1,116. Therefore, tcith discounts, the $100,000 budget buys about 16 announcements per week on one station in each of these top 38 markets for six weeks, daytime. On highest-priced station in each of 78 such markets, newscast campaign comes to about $2,863 for one time. A thrice-iceekly schedule on year- ''round basis would be about $446,628. For extra impact campaign could be expanded to one inde- pemlent station in 56 markets of the 78. This would mean an extra $200,000. Campaign would then cost a total of about $600,000. Since a single minute announcement on one network affiliate station in each of 291 markets of this size (of a U.S. total of 313) comes to about $3,085, the budget of $1,200,000 will buy about 500 announcements on each of the 291 outlets. Spread out over a year, this will mean about 10 announce- ments per week on each of 291 stations in markets of 25.000 population or more. REPItlYTS OF RADIO BASICS are available on request. Special price for quantity orders n >■■ U 0 I ■■■:■ i p e page 10 Higher Tower, f Higher Power Tower Power Households Farm Households Tv Homes Retail Sales Farm Income Food Store Sales Drug Store Sales Counties Covered For topnotch national and local programming, topnotch facilities, topnotch signal and a topnotch market, see WFBM-TV. * Data, based on Nov. Nielsen, compares new coverage area with coverage prior to power-tower increase. add 12,000 sq. mile coverage area UP Now 1019 feet UP Now 100,000 watts UP 76.1%* UP 147.3% UP 59.5% UP 71.8% UP 141.1% UP 74.3% UP 20.3% UP 122.2% 4 ■ • ■ % ft? \ Indianapoli* N-p* 'P*«««« WFBM-TV Indianapolis • CBS Represented Nationally by the Katz Agency Affiliated with WEOA, Evansville; WFDF, Flint; WOOD AM & TV. Grand Rapids 12 JULY 1954 "ST- ■ 247 MV Radioes bit tings 1. How much money (gross) has been invested in net radio 49-54? SOURCE: Publishers Information Bureau NETWORK 1949 $42,342,854 $63,403,583 $18,040,596 $64,013,296 1950 $35,124,624 $70,744,669 $16,091,977 $61,397,650 I95I $33,708,846 $68,784,773 $17,900,958 $54,324,017 I952 $35,023,033 $59,511,209 $20,992,109 $47,927,115 I953 $29,826,123 $62,381,207 $23,176,137 $45,151,077 1 954 First 4 Months $10,457,574 $20,416,980 $7,598,134 $13,170,839 YEARLY TOTALS 11930} $27,694,090 s $49,293,901 fmol $96,455,603 7Wi 'msj $198,995,742 $187,800,329 $183,358,920 M Si I $174,718,594 [19521 $163,453,466 fJ953) $160,534,544 - 2. How much money have advertisers spent for spot radio time ('47-54)? SOURCES: Federal Communications Commission; SPONSOR estimates 1947 $98,581,241 1948 $104,759,761 1949 $108,314,507 1950 $118,823,880 1951 $119,559,000 1952 $123,658,000 $ 1953 135,000,000 Dollar flsurea ihow national ipot revenues of nation' \l Tl It trade dlteounti of fre- gum.) and dallar Tolumo; HKFOIIK commissions to reps SPONSOR ■ ' Lmale based on industry and station rep tWera?!* B A ft 1 11 R A S I ft S iMiae J I Announcing UPER MARKETING IN AN FRANCISCO . . . with features that no other merchandising plan can offer I What it is: Northern California's most effective, guaranteed advertising-plus- merchandising plan, similar to the highly successful WCBS (New York) Supermar- keting-but ingeniously adapted to take advantage of the unusual characteristics of the San Francisco market, where independ- ent food stores account for more volume than the chain stores. Where it is: Only on 50,000-watt KCBS, which has a larger average share of audience than any other San Francisco radio station day and night— month after month. What it does : Advertises your product to the largest audience throughout the entire Bay Area; increases your orders at both chain stores and independent supermarkets; boosts your volume at point-of-sale. How it works: Guarantees (by contract) mass displays for your product* in all stores of the biggest chains in the area, including Purity and Safeway. But that's only half the story. In the Bay Area, unlike other markets, independent stores account for 75% of total grocery volume. So KCBS Super Marketing has contracts with the major wholesalers, too, by which an adver- tisement for your product* (produced to your specifications) will be inserted, with- out cost to you, in the weekly order books which these wholesalers send to 2,235 independent stores. Thus, with Super Marketing you cover not only the chains but the all-important independent stores as well — something no other merchandising plan can do for you. For details, call us or CBS Radio Spot Sales. San Francisco • CBS Owned |\CdS *Subject to product approval by the stares. 12 JULY 1954 249 1914 1954 The American Society of Composers, Authors and Publishers will be forty years old in 1954. During these forty years many important changes have taken place in the entertainment world. America's listening audience has increased by e millions with the growth of new media — such as sound pictures, radio, television and juke boxes. And the one ingredient in the field of entertainment which has survived all technological changes — not only survived, but has increased and expanded — is Music! It has remained a basic requirement for all phases of show business. For a good song always is good entertainment! ASCAP— entering its forty-first year — is justly proud of the repertory of its more than 3,000 song- writers and composers. ASCAP also is proud of its many years of service to its licensees, and pledges itself to a continuation of making available to the entertainment world the best in music. AMERICAN SOCIETY OF COMPOSERS, AUTHORS AND PUBLISHERS 575 MADISON AVENUE, NEW YORK 22, N. Y. 250 SPONSOR £p| SPECIAL FALL FACTS REPORT twprk radio Ktf NIGHTTIME NETWORK RADIO TO COST LESS THIS FALL Here are some of the important questions you will find answered in the pages of this report Q What is the fall outlook for network radio rates? *>»\ a which it can reach wiih radio, liked idea of show from Florida I it. v If f« »!<•«• sponsor: Prudential Insurance Co. put nearly $700,000 in NBC Radio "Fibber McGee and Molly" nighttime strip for 39 weeks starting September. Client likes nighttime radio for low cost and ability to reach men, who buy most insurance; is already on daytime corresponding figure was $31,470,611. Nighttime figures for the first four months of this year total 823.454,526 compared with .$23,845,520 last year (see Radio Basics, page 248). The advertisers' demands for lower time costs or the reluctance to buy at the old discount structure are a result of the ratings, especially the Nielsen figures. Audiences for evening shows have dropped substantially — according to Nielsen. For the week ended 8 May, the average audience for the evening once-a-week show was 1,633.000 homes. This compares with 1,969.000 during the corresponding week in 1953. The corresponding 1952 figure was 2,097,000. One network executive told SPONSOR: "Whether we like it or not were stuck with the Nielsen figures. They don't tell the whole listening story. They don t show the growing importance of out-of-home listening in autos and on portables. Unfortunately, we haven't been able to get the same, complete figures on out-of-home listening as we have on in-home listening. So we have to show comparable cost-per-1.000 figures for daytime and nighttime." Another factor in the shying away from network radio is the cost of competitive media. Television is de- vouring advertising dollars at a tremendous rate, and its glamor puts radio at a psychological disadvantage. Costs of other media have been going up, too. Q. What effect will the reduc- tion in network time charges have on nighttime business? A. sponsor queried media directors at a number of the top agencies as to the effect of the cuts. Here are some answers: William C. Dekker, vice president in charge of media, McCann-Erickson: "To my mind, the recently announced rate reduction for evening network radio costs should be reflected in in- creased use of nighttime network radio through package media buys. With a favorable cost-per-1.000 opportunity, an advertiser can come in and make a good buy for two, four, six or eighl weeks or more in programs with known ratings. Continuance of good night- time programing should contribute to maintaining the level of listening and thus national spot sales should benefit as well." Arthur Porter, vice president in charge of media, Leo Burnett: "Accord- ing to the best information available from the networks, the proposed rate cuts will affect a saving of about 10' - to the national advertiser. It is my feeling that this is not enough of a slice to result in any greatly increased use of nighttime network radio. "In the 1953- "54 season, in terms of reaching people for a dollar, daytime radio was most efficient, daytime tv was next most efficient, and nighttime tv and radio were about equal in efficiency. Now, if the advertiser receives a 10% reduction in the cost of reaching people through nighttime net- work radio, this would result in making this medium about 10cr less expensive than nighttime tv but not nearb i {'lease turn to page 256) 12 JULY 1954 Network radio program Comparagraph appears this issue page 175 253 EASY-TO-USE GUIDE TO NETWORK RADIO ABC Discounts: ABC, like other webs, has a separate discount schedule for morning and afternoon. In the morning it runs from 1595 for billings df less than $3,000 per week to 309? for billings of $18,000 or over per week. The afternoon schedule runs from 27', to 42%. In the evening the gamut is 40'; to 53%. Above this there are maximum discounts going up to -I'!', in the morning and 549? '" the afternoon when billings come to $2.4 million or more. The maximum discount in the evening goes to 62' i for billings of $1.5 million or more. Rebate: There is an annual 99? rebate for 52- week advertisers but this added discount can be earned by less-than-52-week clients if they spend $2.4 million annually on daytime billings or $1.5 million annually for nighttime billings. t ontiyuity: ABC has both vertical ami hori- zontal contiguity. It applies only to periods 15 minutes or more. In vertical contiguity, for example, a client can buy a 15-minute show dur- ing the day and one at night during the same day tor The half-hour rate. Horizontal contigu- ity is given only at night for buys totaling an hour a week. For example : four l.Vminute shows at night can lie bought at the hour rate. Nor- mally, a 15-minute show costs 409? of hour rate. Other: Nol shown on the rate card are such special prices as a 7%-minute rate (one-half of 1 | -h f. rat.- for Jack (ire-son and an announce- ment rate for Martin Pdock. CBS Discounts: These are now figured on annual dollar volume basis but this may be changed to weekly dollar volume basis because there is more short-term buying on network radio these days. Nighttime discounts now run from 'IT'S', for any hillings of less than $10,000 during any 52- week period up to 44.")' < for billings of $2.5 mil- lion or more. Daytime discounts start off with a flat -V; for any weekday buy. The regular day- time discounts start at >' « for buys over $10.(100 and go up to 23.59? ,nI" billings of $2.."> million or more Rebate: Starting last year (T>s gave >'-j'< additional discount only to 52-week clients. There had been an annual rebate previously but sponsors could, in effect, have earned it by spending enough money in less than a 52-week period. ( ouf ir/uif ;/: CBS has no contiguity as such but an advertiser with a daytime show gets a "proportionate hour rate" for a nighttime buy of same amount of time or less any day of the week. That is. if the advertiser has a l.Vminute daytime strip he ,an buy an equal-sized strip at night for 259? °f hour rate rather than the regu- lar 40% of the hour rate. However, he still pays 4d' - of the hour rate for his daytime strip. yet work ilexibilit y: By the Selective Fa- cilities Plan the advertiser does not have to pay attention to group requirements but must per- mit CBS to sell show in markets where he doesn 't sponsor it. 254 SPONSOR CARDS Shows discount systems used by each of the four networks to give you basis for understanding upcoming discount changes at the radio networks MBS Discounts: There are two evening diseounl schedules, one schedule for a splil and one for a full network. The former run from l\h% for buys of less than $3,000 per week to 20% for billings of $20,000 or more. The comparable full network schedule goes from 15 to 35%. How- ever, there is a 50% discount for stations in tv markets but in no ease can weekly dollar volume discounts at night exceed ^0\[>'i . Since stations making up 86% of network time eostN are in tv areas this 50% discount applies to virtually all stations at night. The maximum diseounl of 63% can be earned on nighttime billings of $1 million or more in lieu of the other discounts. Daytime discounts go from 22y2% to 37U% with an annual discount of 50% for billings of $1.2 million or more. Rebate: There is a 12'^', rebate for 52-week clients. However, total discounts cannot exceed "><>', daytime and (>:>',' nighttime. Contiguity: Vertical only. Example: a cli- ent who buys half-hour show during day and half-hour show at night on same day gets the hour rate instead of two half-hour rates, or To',' rather than 90% of evening rate. Network flexibility: "Station gronp" re- quirements have been eliminated. Even in case of high-rated, established MBS "house" prop- erties less than full network buys are possible, subject to preemption for full network buys. For participation buys, requirements for net- work size are stringent. NBC Discounts: Nighttime discounts start at 32% for billings under $6,250 per week and go up to 42% for billings of $50 000 per week and up. Advertiser can elect, instead of weekly discounts and the annual rebate, an over-all nighttime dis- count of 47.75% for combined billings of $1 mil- lion and up in a 52-week period. Daytime dis- counts run from 5% for billings under $750 per week up to 27.5% for billings of $25;000 per week and over. However, total discounts, includ- ing annual rebate, are reduced by 10 percentage points for morning programs. Rebate: Advertiser's ou 52 consecutive weeks get additional 10% continuity discount. It can- not be earned any other way. Contiguity: NBC broadened its contiguity policies starting 1 March last. The new plan permits an advert feer with as few as two quarter- hour periods on different days to get contiguous rates with other shows of 15 minutes or more on same days. Suppose client has 15 minute's on Tuesdays and Thursdays. If he buys another 15-minute show on Tuesdays he can combine the two Tuesday shows and pay the half-hour rate. Similarly for Thursdays. Another change pro- vides that sponsors of daytime shows of 15 min- utes or longer can buy equal amount of time at night at the proportionate hour rate. The night- time show could be bought on any night. Network flexibility: An advertiser can buy any lineup if gross cost is at least 759? °f full network. Exception: spol carriers. & 12 JULY 1954 255 efficient as daytime radio or daytime tv. "Willi the obvious advantages of tv ovei radio, it cs not appear to me that a H>'< differentia] in cost is enough to force advertisers to Btand in line i" get into nighttime radio. While nighttime radio listening in radio-only homes is as high as ever, it has Buffered a drastic drop in u homes. "I his, combined w iili the fact that there are about 20-25' - Eewer radio- only homes than there were a year ago, ma) mean thai tlie networks" rate < ill ma\ be too little and too late. / red Barrett, vice president in charge of media, BBDO: "Since we buy media on its effectiveness and it- ability to meet the needs of a spe< ifi< product or problem, rate cuts are tn>t likely to change our thinking one way oi the other should some media prob- lem suggest the use of the network radio." Walter G. Smith, vice president and media director, Biotu: '*In our opinion, the recent radio network rate adjust- ments are long overdue. While these rate cu!s should be helpful in main- taining a good share of current net- work volume, we question whether they will attract any important new business. We believe the networks mav have to give consideration to additional rate adjustments, and an even more flexible policy of station selection if they expect to maintain a substantial volume of advertising in the future." Programing Q. What's new in network radio programing this fall? A. Programing trends this fall will be marked by an intensification of previous developments caused 1>\ tele- vision, especially at night. Possibly the most until .able development will be the increased use ol strips at night. CBS will have an hour ol them from 9: 10 to 10:30 p.m. The Amos V indy Music Hall will l>c on from 9:30 to 9:55 five nights a week, Followed by five minutes ol Bob I rout and the news. Two L5-minute strips will follow l'>i>|i I rout. \h. Keen and Life nith Luigi. Both Mi. kern and Imos " lnil\ across-the-boarder. It will be The Great Gildersleeve. The two will run back-to-back in the 10:00-10:30 pei iod Sunday through I hursday. I his unconventional five-day run i- caused li\ Borne new business in NBC Radio's I i iday lineup. < rillette's fi^ht -how. Cavalcade of Sports, came over t<> NBC from Wtt. as part of a bi remem- ber in the way of television programs and thai his memory of radio programs tends t<' be secondary. With strips the listener can easily remember that, for example. Jmo5 " Andy i- on 9:30 every night or Fibber is on at 10:00 every night. The Mutual block of mystery shows, while not -trips in the ordinary &ense -till cater to the easy- to-remember factor. Q. What changes are going on in radio network program formats? A. The trend toward easy-to-listen-to -hows is continuing. This i- the net- w oi k-" way of adjusting themselves to the changes in the way people listen nowadays. With the growth of out-of- liome listening and the spread of radio sets outside the living room, the I ,S. audience more and more listens while doing something else. This listening revolution i- by no means a 100' < thing. The top radio network shows are still the conven- tional one-, like Amos ' n Andy and the Jack Benny Show. \ good -how is t a-\ to listen to whether \oure in the living room, in an automobile, on the beach, in the kitchen, bedroom or den. But it i- significant that the new Amos n Andy strip is colored by the di>k jockey format which has been so suc- cessful and which has enabled the inde- pendent stations to give the network outlets a run for their money. The new A& t strip on CB^ Radio will be part fiction, part realitv. It will not be a storv show. It will "originate* from the Grand Ballroom of the Mystic Knights of the Sea. Recorded music will be pla\ed. quests will appear but \nio-. \ndv and the Kingfish, who will "manage" the -how will play their parts in character. \ hypothetical gimmick might be some ludicrous mix- up whereby the Kingfish mistakes Frank Sinatra for Eddie Fisher when the former appears on the show. Another swi'ch in approach for a well-known radio personality will be the new Edgar Bergen show, which Kraft will sponsor on CBS Radio for an hour on Sunday nights starting in the fall. Bergen and his puppets will indulge in discussions of politics, -port-, -how business anything of current interest. There will be well- known guests and there will be musical recordings played a la the d.j. I he approach will be low-key. There will be humor, but it will not be a comedy -how in the u-tial sense. I he above shows are examples of the 256 SPONSOR Only a combination of stations can cover Georgia's \ajor markets. The Georgia Trio WAGA 5000 w 590 kc CBS Radio WMAZ f* 10,000 w |< 940 kc !CBS Radio represented individually and as a group by The KATZ AGENCY, INC. NEW YORK CHICAGO DETROIT ATLANTA 12 JULY 1954 WTO 5000 w 1290 kc 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 DALLAS KANSAS CITY LOS ANGELES SAN FRANCISCO 257 networks' efforts to find a program formula which n<>t onlj will compete with t\ bul with the independent sta- 1 1 « • 1 1 — . I In- increasing emphasis on music and news in network program- ing, the network people realize, might be Fata] i" the networks it it turns cut id be a < arbon < -• »| » \ of programing l>\ the independent outlets. Spot carriers Q. What's the outlook for spot carriers? A. More ol them. \\ bile spol carriers have not been an outstanding success in all cases the reason is the adver- tiser's resistance t" network radio rather than a dislike of the spot can iii idea itself. Q. What does the advertiser like about spot carriers? A. 1 he) are a (heap way of reaching a lot of different homes. By buying announcements in a group of different shows .ii on different days of the week in the same strip the advertiser is able to scatter his shots. He is likely to reach more different homes with three scattered spot carrier announcements than with three commercials in the same show. Counter-balancing this unduplicated homes advantage is the fact that each home reached through spot carrier huvs is likely to be reached fewer times than the homes reached through one complete program. In addition. the sponsor buying a complete show toi himself gets better sponsor identi- fication and is better able to merchan- dise the -how and its personalitv. Q. What's new in spot carriers? A. Mutual is polling it< affiliates to gel an O.K.. on its new half-hour spot carrier strip on weekday mornings and a similar strip in the afternoon. I his will be added to the existing Multi-Message Plan in the evening .ind on late Sundaj afternoon. The MBS affiliate committee alread) has approved the new plan. I lie mOl r i i ti l: -t i i|> w ill be StOt \ Time with Madeleine Carroll. She will narrate the stories and ad in them. I .K ll BtO] J H ill be a week long. The time slot will be 10:30-1 1 :00 p.m. The pi ice baa nol been de< ided upon yet but in line with previous Mutual spot carriers there will he four announce- ments per hour. The afternoon strip won't lie -ct up until the morning strip i- -old. In its announcement disclosing the cut in nighttime costs CMS and its affiliates deplored "the widespread activities of some network- in accentu- ating the sale of other than the CU8- lomarv lime and program unit-. In line with this, < IBS will -ell its new 15-minute nighttime strips and some of it- longer -how- in 15-minute seg- ment-. One exception i> the Amos ii' Indy 25-minute strip which will be sold in six-minute segments. This means that the sponsor can buy as little as one program in a 15- minute strip. Of course, nobody buying network radio will normallv Inn 15 minutes of programing and no more. It - not onrj ineffective, it's expensive because the time discounts will be nil or practically nil. The point is that the CBS strips will be flexible buys, one of the important characteristics of the spot carriers. It is not outside the realm of possi- bility that if the 15-minute segments do not sell well, CBS will break them down into TV-j-minute segments. This means in effect, selling single com- mercials. The 71 -j-minute segment, which means four commercials within a half- hour show, seems to be "rowing in popularity. NBC's long participation shows provide for eight announcements an hour. MutuaPs original Multi-Mes- sage Plan provided for three commer- cials per half hour but this was later switched to four. CBS' Power Plan, which has been discarded, sold three commercials per half hour. The use of four per half hour means, of course, a cheaper price. \HC has added only one spot carrier to its present roster. However, it has the O.K. from its affiliates to program 12 additional hours of spot carriers. These will not be put on until the existing ones are sold out or nearK sold out. \l!( - new spot carrier is The Great Gildersleeve, which will become part of the Three Plan, following another Three Plan strip, Fibber XtcGee and Molly, at 10:15 p.m. The remaining Three Plan weekdav strips are Second Chance, on at 11:45 to noon, and // /'(/is to be Married, on from 5 : T5 to 6:00 p.m. There are four other NBC participa- tion -how-, some of which involve some time -witrhes for the fall. Road- show, now on from 2:00 to 6:00 p.m. Saturday ma) be moved over to the I I :00 a.m. to 1 :00 p.m. slot on the same day. Weekend will be shortened a half hour and i- scheduled to run from 4:00 to 5:30 p.m. Sunday instead of 4:00 to 0:00 p.m. The Big Previeu . now on from 7 :30 to 0:30 p.m. Satur- day will be shifted over to the Fridav 8:30-10:00 p.m. slot leading into the Gillette fi<_d)t-. previously on A I'd Badio. Part of its time on Saturdav will be filled in with a scheduled one- hour Boston Symphony concert. Sun- day with Garroway remains in the 8:00-10:00 p.m. Sunday period. Q. What do participations and segments cost? A. They're generallv cheap. Thi- u so despite the fact that the sponsor generallv has to buy the complete net- work or whatever stations carry the show. The flexible station lineups which a sponsor can get with his own show are not available to buyers of spot carriers usually. The Three Plan has had a minimum- buy requirement of three participations a week for four weeks. While this i- teehnicallv still in effect it will not In- required in all cases. For example, an advertiser who buys a big chunk of the Three Plan for. say. a two-week satura- tion campaign will not be turned down because it is less than a four-week buy. The two nighttime Three Plan strips sell for $3,200 per participation or $8,750 for three. The two daytime par- ticipation strips cost S2.250 per for Second Chance and $2,025 for // Pays to be Married. The first-mentioned daytime strip costs more because it a on during morning time. The other four participation shows are priced as follows: Roadshoic. Weekend and The Big Previeu sell announcements for $2,250 while on Sunday with Garroway the pri' < $2,000. The Three Plan has its own discount structure apart from the gen- eral network discount structure. These run up to !!' i for 156 or more partici- pations within a 52-week period. Par- ticipation huvs on the other NBC spol carrier- can be combined with the Three Plan buys for discount purpos - On CBS the new nighttime strips are priced as follows; Amos V And) Music Hall will be $2,943 pei six- minute segment. This includes time 258 SPONSOR w to keep from getting lost in NEW YORK or CHICAGO Ever wonder whether Presba, Fellers & Presba was on North Michigan or South Wacker? Ever worry as you pulled out of Grand 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. Next time you re in New York or Chicago make very minute and call count by using SPONSOR'S 1954 pocket-size, 16-page booklet titled "Radio and TV Directory of New York and Chicago." Here you 11 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. 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 DIRECTORY OF NEW YORK AND CHICAGO 1954-55 -Jfr Advertisers ■X- ■X". Associations * Hotels 4fr Networks ■Jf Resec ■X- Repre; ■K" Service ■3fr Stati •X- TV Film Sources The magazine radio and TV advertisers USE New York 17 40 E. 49th • MUrray Hill 8-2772 Chicago 161 E, Grand ■ Superior 7-9863 Dallas 1500 Jackson * RAndolph 7381 Los Angeles 6087 Sunset • Hollywood 4-8089 ;.ml talent. Program prices l<>r \h. Keen, which i- alread) on tin- air, and Life with Luigi are $1,340 and $1,500 pei quarter hour, respoi lively. Cli^ Radio is planning to bring back Stop the Music in 1 1 1«- fall. Berl Parks will possibl) be m.c. The unusually interesting thing about it, however, i- th.it it ma) be I ' 2 hours long and will be slotted between <'!:•»() and 9:30 p.m. on I uesda) s. \t least it \\ ill I"' iliat Ion- 1! the (i :an be -"Id. Advertisers will 1m- aide to buj the show in segments with tin- price $2,000 per segment. Ilc»s€k;ir<*li Q. What's the big problem in network radio research? A. Our of the biggest, if not the big- gest, i> to measure the extent of out- of-home listening on a regular pro- gram basis. Q. Why is this particularly im- portant? A. Because the amount of out-of- home listening i- increasing in abso- lute figures and relative to in-home listening. Most of this out-of-home listening i- in automobiles — there are 29 million or more auto radios — and the networks consider other out-of- home listening a factor, too. In a pres- entation now making the rounds of agencies and advertisers, CBS Radio points out that there are about 10 mil- lion batter) -operated portables and about 1*) million radios in public places. The problem of how to mea- sure all this listening economically is a humdinger. Q. To what extent is out-of- home listening increasing? A. Pulse lias been measuring out-of- home listening locall) in an increasing ninnliei ol markets Eoi lour years. In those mat kets ' -ix ol them 1 where out-of-home listening ha- been mea- sured dm in- those loin \ ears the in- 1 rease 1- '■-" i . \- a by-producl ol it- < overage stud) in 1952, Nielsen found thai the aver- age houi l\ amount ol out-of-home li-- tening relative to in-home went from I I .'i' . dm inj the week to 14.89! on weekends. However, during a number ol hours the percent rose to from 25 to more than 30%. There 1- general agreement thai Bince l'.>.">2 the figures have gone up substantial!) . Q. What is the outlook for the measurement of out-of-home lis- tening? A. As a by-product of it- new local rating service, Nielsen i- offering the network- national auto radio -et-in- use figure- b) quarter hours. These will be given as a percent of home- using radio. These auto radio listen- ing figures will also be available local- ly. There will be no breakdown b) programs, however. Auto listening data will he collected from Nielsen diaries (Audilogs) plus Recordimeters on auto radio-. These Recordimeters -how the amount of lime a radio or t\ -el i- turned on but. unlike the Audimeter, do not -how sta- tion or channel listened to. The auto Recordimeler. unlike the home Record- imeter, will not lor obvious reasons buzz or light up periodical!) to remind ihe listener to fill in the diary. The net- works and Nielsen are still dickering about this service and it is not known exactly when the information will first be available. One of the webs is re- ported close to signing up. Q. What new research is being done affecting network radio? A. Anxiouslv awaited are the re-ults of the BAB-four network radio and t\ set count. With the field work already completed by the Alfred Politz Re- search organization, results are now being tabulated and the figures are ex- pected to be out by the end of this month. The stud) will have stature in advertising circles, having been vali- dated by the Advertising Research Foundation. The Politz stud) did not go into ac- tual listening but gathered complete information on all radio and t\ sets in and outside the home, where the) are located and how main each home ha-. Also expected to be released shortly, if it ha- not alread) been released, are partial figures on Mutual's radio study. This Study, done In J. \. Ward. Inc.. not onl) < ounted radio ami t\ sets ami noted their locations but gathered ma- terial on listening ami viewing habits In quartet hours ol the da) . I 01 example, those interviewed were not only asked whether the) were lis- tening to their radio or t\ -ets each 15 minutes but were asked what the) were doing. This will not onl) give a pro- file of famil) activit) all through the da) but will -how to what extent peo- ple listen to radio while doing some- thing el-e. Mutual will not release all the data gathered in the studv hut will use some of it for -perific -ale- pitches to client- ami prospective clients. However, mosl of the broad results are expected to he made public. Q. What research data are the networks pitching at advertisers? A. Aside from pointing out the bo- nus of out-of-home listening, the net- work- are stressing such things as ill total amount of radio listening in the country, i2i the large unduplicated audiences a radio advertiser can gath- er over a period of time and 1 \ I the -till-large percent of non-tv home-. In its new general radio presenta- tion CBS is stressing figures showing total in-home radio listening that Niel- sen got together for the radio networks in March. The) show that 92' ! of all radio homes listen to radio sometime during the week. This is a weighted average of the 909< of tv homes that listen to radio during the week am the K)W , of radio-onl) home- that listen. The figures also show that the average radio home listens 20 hours and 44 minutes each week and that 1I1 lit million people are listening during the average davtime minute and (2 1 13 million listen during the average nighttime minute. These fig- ures are for in-home listening only. Thev cover the week of 7-13 M 1954 The large unduplicated radio audi- ences that an advertiser can gather through a single buv or a serie spot carrier bins i< another wav <>l saying that radio program audi' show a large turnover. Here i- a sam- ple of unduplicated audiences t half-hour once-a-week evening pro gram. Ihe figure- are Nielsen's: The program averages a (>. 1 ratinj during a 12-week period with a hiiill of 8.0 and a low of l.'i. The av< number of home- rea< hed each week i 2,982,000. Dunn- the fir-t W( llii- 12- week period the pro reached 6.7^ of all radio home-. Th 260 SPONS0I They live on the Pacific Coast... they listen to DON LEE RADIO * ,,*** ^ r I 1. .•} , m " hi He 1 Don Lee IS Pacific Coast Radio qhigh score in coverage, choose six letters . . . DON LEE, 1 1' station network that sells 45 important Pacific Coast '" kc ts from within. It's the nation's greatest regional network. MMMeE RADIO Don Lee Broadcasting System, Hollywood 28, California, Represented nationally by H-R Representatives, Inc. i .1 week it reach* f whom heard the first broadcast, but in. ii | "l w bona didn't, i Since Nielsen has a fixed sample, ii can mea ure this (lupin ation. i \ total <>f 2.')' , of all radio 1 n >i 1 1« ■- represent new homes u hi< Ii did not heai the fii st pi ogram. Thus the unduplicated homes percent- is 9.6 % "i all radio homes. I his unduplicated homes total con- tinues rising. \i the end ol four weeks the unduplicated rating is I 1.5 or 6,- 757,000 homes. \t the end of 12 weeks the unduplicated rating i- 25.6' i of all radio home- or 11,930,000 homes which have heard one or more pro- gram-. This audience accumulation is more marked on radio than on i\. The rea- son is that the average radio rating is lower than I lie average television rat- in-. \ h program viewed l>\ !<•', of all the t\ homes obvioush cannot quadruple the number of different homes which tune in while a radio show with a rating of 6.4 has lots of room to do so. It should also be noted that undu- plicated homes figures are not a mea- sure of total home impressions. A tv America's No. 1 Negro Market WWRL has a larger audience in the 1,045,371 New York Negro Market than any other station — network or in- dependent— according to Pulse Ratings. WWRL moves merchandise FAST — that's why: Carolina Rice Aunt Jemima Flour Tip Top Bread Carnation Milk Manischewitz Wine Camel Cigarettes Scott's Emulsion Lyd.a Pinkham Feenamint B J Headache Powders use WWRL to outsell all competition. Discover today how New York's Negro Market (greater than ALL of Boston, St. Louis or Pittsburgh) plus WWRL programs and merchandising can pro- duce greater sales for you. Pulse Report on Request DEfcndcr 5-1600 In New York City at 5,000 Watts K1B program ma) show a slower rate of rise in unduplicated audience <>\er a period ol weeks but the probabilities are thai each home hit i- hit more often than a comparable radio Bhow. Turning now to point No. 3 in th<- first paragraph of this question: The radio networks have not been pushing too hard the point that ladio is the best wa) to reach non-t\ homes. \- the number of non-tv homes has been deon-a-in^ that sales argument has been losing it* force. The radio Stations and networks have been pro- graming more and more to tv home-. Despite the decreasing number of radio-only homes there is -till a large number of them. NBC Radio is mak- ing a point of that in one of its new- est sales presentations. I he presenta- tion declares that an advertiser who uses network t\ must complement his television advertising for full national coverage. It points out that of the 47,500,000 U.S. homes b'.V ( have tv sets but only 40' l of U.S. homes have tv sets and are in the coverage areas of "the aver- age 66-station evening television net- work." That leaves 51 ' < of U.S. homes uncovered, on the average. Even if every tv home is covered an adver- tiser' would miss 17.100.000 or 37', of all U.S. homes. However, to in- crease a tv network station lineup is often difficult, clearances being what they are. and. NBC sa\s, the mush- rooming co?t is out of proportion to the gain in coverage. The presentation states: "When you increase I from I basic to full tv network, coverage (is) up 21 ' i and cost (is) up 50' < ." The presentation also compares net- work radio with four top national mag- azines and four top Sunday supple- ments in their ability to reach non-tv homes. It finds that the number of non-tv homes reached by these eight periodicals ranges from 1.251.000 to 3,843,000 per issue and compares this with the 17.100.000 non-tv homes which can be reached 1>\ radio. The presentation also torn lies on the amount of duplication between radio and t\ programs. Quoting a Nielsen stud) <>f 17 radio-ft program combina- tions, the presentation point- out that the highest delivered audience duplica- tion for an) combination was 4.3' i while the average duplication for all 17 wa- l.'>' . \- a final inducement to prospective client- \RU Radio offers "at no COSl to you, a complete Nielsen analysis (of) \our t\ advertising combined with a recommended complementary -< hedule." Network advertisers Q. Who's buying more of radio network advertising and who's buying less? A. \ comparison of 1MB indu try figures for the fir>t four months of this year vs. the corresponding period last year show-: 1. In three important categories there are increases in gross billu loi Boaps and cleansers, autos and ac- cessories, gasoline and oil. In the case of the soaps and cleansers and gasoline and oil classifications the upward move in billings is a reversal of the 1953 trend. There are a variety of reasons for the increase in soap and cleanser business but the gas and oil increase seems clearly linked to the increased advertising for the new. higher octane auto fuels. The increase in auto ad- vertising on the radio networks (from $2.0 to $3.4 million i is a continuation of last year's upward rise, a result of the keener competition in the busin - Auto billings went from > 4 . 1 in 1952 to $8.0 million in 1953 on network ra- dio, according to PIB. 2. In five important categories there were decreases in toiletries, drugs, food, tobacco and household equip- ment billing-. The first three cate- gories are the most important in net- work radio from the standpoint of billings. The decline in food billings a a continuation of last year's trend. However. L953 PIB hillings for toilet- ries and drugs were above 1952. Q. What are some of the new radio network buys this year? A. ABU has attracted four clients new to network radio. They are < Paw Rubber Co.. which bought Mod- ern Romances; Merit Greeting Card Co., which bought into the Marl n Block Show; Elsevier Press, which bought health talk- h\ Carlton Fred- ericks, and Table Products Co.. a divi- sion of Safeway Stores, which bought \o School Today. ( Ux was quite successful in selling it- Robert Q. Lewis Saturday morning show. whi network radio were added a- will. Greatei nighttime values are another radio "plus" advertisers will find diffi- < ult to ignore. The MBS formula. which compares favorablj with the newl) reduced rat*-- announced bj other networks recently, has l>een in . lit-, t foi Mutual"- automatv formula foi reduction of nighttime rates tin- onlj on.- in network radio afford- advertisers a continuous!) adjusted rati- structure whenever tv enter- a radio market. Increased merchandising -upport — on a local level i- another plus at Mutual. \ new merchandising plan is soon to be put into effect. The trend to larger network hookups, lor more concentrated coverage, will continue. In 1950 tin- average lineup totaled 207 stations. It rose to 318 in '51, 366 in ">2 a\\<\ 135 in '53. Closer) watched b) advertisers will In- Mutual".- polic) <>f retaining the ac- cepted and highl) rated programing structure intact during the summer month- a— in in- a -olid and loyal au- dien< e foi the fall season. TV'S AUDIENCE LEAKAGE li\ Hnbrrl E. hintucr President, tBt sponsor's ques- tion, "\\ hat are tin- r a d i i ' - 1 \ trends advei ti-- • i- should look out t " i this fall.'" inti me. I nail the question through twice. M) -■■ "ml reading wa- the pro- of the lll-t. I should like io answei tin- question, a- I first in- terpreted it. And -o you ma\ know how I read it. I -hall rephrase the question: "'What radio-t\ trends should advertisers beware this fall.' I will eite only one ... in television where one can detect the subtle begin- nings of what 1 call "tv's audience leakage." Ever) shopping day, 23,753 homes l-u\ a t\ -et for the fir-t time. \nd the circulation of evening television cun- tinue- to mount. Witness the 17.271.- 000 home- that now w at' h t\ per a\er- minute in the prime 8:00-10:00 p.m. hours. Last \ear it was 13.770.- 000 ho,,,.-. I,, 1952 it was 11.211.000 homes. Yen thi- fabulous growth <~>\'< in two years) ha-. I fear, ob- scured a -mall < ontrarv trend which, if unheeded, would constitute a threat. I refer to television's audience leak- age. That segment of tv's potential audience which leak- away before it- expected \olume is delivered to the advertiser. We at ABC have been studxin- homes whose viewing i- atypicall) light This is the group whose view- ing hahits are said to be proving in- creasing!) "selective." This is a eu- phemism for what our research shows to be some evidence of a still small hut growing reaction against what has been called "the miser) of choice" be- tween pro-rams of too similar and therefore monotonous quality. I re- fer to the beginning of a development more fundamental than the wearing out of t\ - novelty . Program diversification and balance offering a greater variet) of choice will plug the leak. And this means a program fare in prime time — far broader than variet) reviews, comedi- ans and drama show -. It means a refusal on the part of 1 oth the advertiser and the broad- astei to worship at tin- shrine of ratings. The total cumulative audience — not the per-telecasl audience— musl be the ti-t. It would be unthinkable for the Veu Yorh Times, for example, to i tit to tabloid size t" reach the circulation oi the Daily \'/n professional football la fall di-' losed an enthusiastic Sunda afternoon sports audience. We lake advantage of (hat h\ airing -trolls - h.-. lulc of weekend Saturda nigh I ami Sunda) afternoon footha -aim-- from October through earh . ember. During the last few week- virtualb all important sponsor and agenc) 61 c utives in Manhattan ha\e \i-ited ou 264 SPONSOI w> will tlunl ,) it airn! new Tele-Centre. The) lell us they are impressed by its completeness. I>\ fa- ( ilities which assure them economical production of any type program from the simplest to the most elaborate. They were likewise interested in our plans to originate color programs by film over WABD in September and to pick up color "live" from the uetworks on WDTV. Pittsburgh, about the same time, with WTTG, Washington, add- ing similar equipment sometime later. RADIO-TV AT CROSSROADS By E. L. Deckittger Vice President & Director of Research The Biotv Co.. New York Television and radio are each at crossroads in their develop- ment. Television is on the verge of becoming a JA national medium A for advertisers; Mm radio faces the possibility of loss of such status for advertisers. In such an atmosphere of turbulence and change, the media analyst must be alert to many trends. Among them are these : A. — Television developments 1. The size of network needed for virtual national coverage. 2. Degree of success of morning and day tv. 3. Rate of development of uhf. 4. Rate of development of a "third network. 5. "Settle down" level of tv view ing. 6. Rate of development of color. 7. Development, if any, of subscrip- tion tv. 8. Degree of success of tv interests in keeping costs under control. 9. Rate at which home-saturation is achieved in set-ownership. B.— Radio 1. Success of radio in programing to combat tv. 2. Effect of influx of tv serials — and growth of day tv in general — on day radio. 3. Effect of development of second- ary tv set on radio's secondary audi- ence. 4. Radio's ability to lure marginal audiences — out-of-home (including au- tomobile), secondary sets and so on. 5. Radio's ability to adjust costs to changes in audience delivery. (>. Radio's resourcefulness in de- veloping high circulation, low cosl techniques. 7. Degree to which ownership ami use "I home radio sets continues to i i< \ elop. \ll things considered, sharp vigi- lance i- necessai \ in unlet to keep cui • rent with today's \er\ fluid media situation. 49TH b MADISON [Continued Irani page I!!' WBAY-TV STUDY \\ c would be glad to have all further details you may have on the \\ iscon- sin study ["How far out does a t\ station sell?" 3 May 1954, page 38], which appears to be an extremely in- teresting one. Richard (i. Blaine Manager Radio-'/ r Dept. Raymond Spector Co. New York • A preliminary report on r I • . Wisconsin stud) appeared In the .'* >l;i> I«>."»| i>-.u<-. Results prob- ably will not be published until late this year. CLOTHING CASE HISTORIES Do you have am television result stories for men's furnishing and de- partment stores? We would appreciate anything your research department can dig up. Jon\ Sinclair Sales Dept. WCHS, Charleston • SPONSOR'S Readers' Service Dept. is glad to furnish readers with titles and dates of case histories and re-ult "tori^- in specific product categories. INTERNATIONAL SECTION We have noted that in your fine sec- tion on International Radio and Tv [28 June 1954, page 41] many au- thorities recommended program buys abroad. We, however, have found the use of radio spot announcements the most ef- fective single selling tool for consumer products in international advertising. Furthermore it seems to be equally ef- fective in all markets. Commercial television is beginning to emerge throughout the world, particularly in Latin America, but radio is still the top medium and the spot announce- ment, despite the common abuse of multiple spotting in the same hour, re- mains the best seller. Among our clients using radio spots 12 JULY 1954 ..ii ,i w ide and intensive - ale an 1 1 den for Klirn milk. < rudo, Hemo and Instant I offee ; I ievei Bros. Co foi Kin-.. Blue, I afebuoy , Lux I oilel Soap, Pepsodent; Quakei * >.ii- Co. I"i Quak- ei Oats; Griffin Mfg. Co. Eoi \P.< Polish, Liquid Wax and Ulwite; Lam- bert for I jstefine Antiseptic ; Norv ich foi Pepto-Bismol and Vmolin. \\ e plan- and supei \ ise Ii hours ol radio and five and one-hall hours ol lele\ ision programs abroad weekly along with spot announcement cam- paigns in both media totaling more than 325,000 spots annually . We well realize the great values "I radio and television programs and it is our feeling that all programs should be designed t" meet the special needs of the products advertised on them. We are more impressed 1>\ good rat- ings for programs aimed directly at the buyers of the products advertised than b\ high ratings for -hows \vhi< h just have large, undefined audiences. Our client Esterbrook Pen Co. has a great potential sale to school young- sters. To meet the special interest of these buyers we developed a radio pro- gram series called Esterbrook Goes to School which features a visit each week to a different high school. The series has proved phenomenally popu- lar with strong sales results. Ester- brook plans to expand the series into many additional markets. W ith the advent of commercial tele- vision in markets overseas we have been consistently on the alert for adapting successful radio programs into this medium. Lever Bros, has just authorized placement of a tele- vision series over W K. \Q-TV, San Juan. Puerto Rico, based upon their radio series Los Jibaros. This series has been on radio for 23 years and it is our high hope that this record will be equaled or exceeded in television. W e feel that merchandising of radio and television campaigns is one of the most significant factors in selling. Ml the tricks of selling must be used to support the regular advertising. In Puerto Rico an offer of chinaware con- taining the picture of "The Last Sup- per" was extended over a daily radio serial drama and over the FavoriU Story sfiow on television. This offer has provided plenty of goodwill for the Borden name. James G. Zea Director of Radio and Tv \atl. Export Advertising Service Neic York 265 WCOV-TV Montgomery, Alabama "CRADLE OF THE CONFEDERACY" PROGRAMS WCOV-TV is a primary CBS affiliate but we also carry top flight programs from ABC, DuMont & NBC. 34 live studio shows are featured weekly on WCOV-TV. VIEWERS We're 85 miles from the nearest television competition. Conversion is practically 100% and set ownership is almost 40%. AVAILABILITIES We'll have to admit that the spot next to "I Love Lucy" and the "Pabst Fights" are gone but we still have some choice ones left. ASK ANY RAYMER OFFICE FOR DETAILS ADVERTISERS IN THIS ISSUE SPONSOR— 12 JULY 1954 AMERICAN TELEPHONE 4 TELEGRAPH 185 ASCAP 250 BATTEN. BARTON. DURSTINE & 0SB0RN 9 BLAIR TV 87 BONDED FILM STORAGE 98 BROADCAST MUSIC INC. 141 CBS TV NETWORK 126. 127 CFCF. MONTREAL 30 CFRB. TORONTO 208 CIAT. TRAIL. B C 208 CKLW. DETROIT 109 DON LEE NETWORK 261 DON LEE O&O STATIONS 213 DU MONT NETWORK 143 FILMACK TRAILER CORP. 144 FREEMANTLE OVERSEAS RADIO I TV 221 GENERAL TELERADI0 193 GEORGIA TRIO 257 HOUSTON CO-OP 16. 17 KARK-TV. LITTLE ROCK 149 KATV. PINE BLUFF 89 KBIG. AVALON. CALIF 10 Kr-RS. SAN FRANCISCO 249 KCMO-TV. KANSAS CITY 153 KCOH. HOUSTON 16. 17 KCOR. SAN ANTONIO 66 KDKA. PITTSBURGH 202.203 KDON. SALINAS 2J K*DO WICHITA 102 KELO-TV. SIOUX FALLS 100 KERN. BAKERSFIELD 21 KEX. PORTLAND. ORE. 202.203 KEYSTONE NETWORK 174 KFAB. OMAHA ..._ 245 KFBK. SACRAMENTO 21 KFRC. SAN FRANCISCO ..... 213 KFYO, LUBBOCK 194 KFYR-TV. BISMARCK 76 KfiA. <5POKANF 233 KGB. SAN DIEGO 213 KGBS. AM & TV. SAN ANTONIO 114. 115 KGEO-TV. ENID. OKLA. 72 KGER. LONG BEACH 12 KGGF. COFFEYVILLE. KANS. . 15 KGNC. AMARILLO 85 KGUL-TV. GALVFST1N 106 KGVO-TV. MISSOULA. MONT. 78 KHJ. LOS ANGELFS 213 KHOL-TV. KEARNEY. NEB. 148 KID-TV. IDAHO FALLS 93 KIFN. PHOENIX 68 KIWW. SAN ANTONIO 206 KJEO. FRESNO 18 Ki P«. S»N ANTONIO 223 KLOK. SAN JOSE 204 KMJ. FRESNO 21 KMPC. LOS ANGELES 241 KMTV. OMAHA 84 KNUZ. HOUSTON 16. 17 KPX. LOS ANGELES _ FC KOA. DENVER _ 226 KOB-TV. ALBUQUERQUE 94 KOH. RENO 21 KOLN-TV. LINCOLN 155 KOMA. OKLAHOMA CITY 263 K1WH. OMAHA 217 KPHO-TV. PHOENIX 153 KPRC. HOUSTON 16. 17. 19 KRBC-TV. ABILENE . 152 KRON-TV. SAN FRANCISCO 97 KSDO. SAN DIEGO 20 KSL-TV. SALT LAKE CITY .... 110 KSO. DES MOINES 210 KTHS. LITLE ROCK 5 KTHT. HOUSTON 16. 17 KTNT. TACOMA 121 KTRH. HOUSTON 16. 17 KTUL. TULSA . 216 KTVH, HUTCHINSON 96 KTVU. STOCKTON 95 KUDL. KANSAS CITY 200 KUDNER AGENCY. INC 67 KUTV. SALT LAKE CITY 147 KWFT-TV. WICHITA FALLS. TEXAS 123 KWBB. WICHITA 206. 210 KWG. STOCKTON 21 KWIJ. PORTLAND. ORE. 208 KWTV. OKLAHOMA CITY 163 KXYZ. HOUSTON . 16. 17 KYOK. HOUSTON 16. 17 KYW. PHILADELPHIA 202.203 MrCANN-ERICKSON. INC 70. 71 McCLATCHY BROADCASTING CO. 21 MEREDITH TEIEVISION STATIONS 153 MOTION PICTURES FOR TELEVISION 191 MTVIELAB FIIM LABORATORIES 122 MUSIC CORPORATION OF AMERICA 13 MUTUAL BROADCASTING SYSTEM 32.33 NBC TV NETWORK 50. 51 PRECISION FILM LAB 182 RCA ENGINEERING 58. 59 RCA RECORDED PROGRAM SERVICE 64. 65 SARRA. INC 63 SCOTT HENDERSON AGENCY 218 SONG ADS 146 SRDS 267 STARS INC.. ATLANTA 200 STEINMAN STATIONS 3 STORER BROADCASTING CO. 114. 115 TELEVISION PROGRAMS OF AMERICA 22.23 WAFB-TV. BATON ROUGE 62 WAGA AM *. TV. ATLANTA 114. 115 WAVE-TV. LOUISVILLE 173 WBAY-TV. GREEN BAY 25 WBFN. BUFFALO 57 WBNS. COLUMBUS 6I WBRC AM 4 TV. BIRMINGHAM 114. IIS WCAO. BALTIMORE WCBS-TV. NEW YORK 104. 105 WCOV-TV. MONTGOMERY 266 WDAN. DANVILLE. ILL. WDBJ. ROANOKE WDTV. PITTSBURGH WESTINGHOUSE BROADCASTING CO. 202.203 WFAA. DALLAS 2« WFAA-TV. DALLAS WFBC-TV. GREENVILLE WFBM. INDIANAPOLIS 247 WGAL-TV. LANCASTER .-. WGAR. CLEVELAND WGBS. MIAMI ■"*• "5 WGR. BUFFALO WGSM. HUNTINGTON. N. Y. WHAM. ROCHESTER WHBF-TV. ROCK ISLAND WHDH. BOSTON WHEN-TV. SYRACUSE WHIO-TV. DAYTON WHO. DES MOINES WIBW. TOPEKA WIBW-TV. TOPEKA WICU-TV, ERIE WIOD. MIAMI WIP. PHILADELPHIA WIS-TV. COLUMBIA WISH-TV. INDIANAPOLIS WISN. MILWAUKEE WJAC-TV. JOHNSTOWN WJAR-TV. PROVIDENCE WJBK-TV. DETROIT WJPS. EVANSVILLE WJW. CLEVELAND WKBN-TV. YOUNGSTOWN WKMF. FLINT WKOW. MADISON WKZOTV. KALAMAZOO WLBC-TV. MUNCIE WLS. CHICAGO WMBG. RICHMOND WMIN-TV. MINNEAPOLIS WMT. CEDAR RAPIDS WMTW. PORTLAND. ME. WMURTV. MANCHESTER. WNAO-TV. RALEIGH WNAX. YANKTON WNBQ. CHICAGO WNBW. WASHINGTON WNHC-TV. NEW HAVEN WOI-TV. AMES WOOD-TV. GRAND RAPIDS WOW. OMAHA WOWO. FORT WAYNE WPEN. PHILADELPHIA WPRO. PROVIDENCE WPTZ-TV. PHILADELPHIA WQXR. NEW YORK WREN. TOPEKA WREX-TV. ROCKFORD WRGB. SCHENECTADY WSAZ. HUNTINGTON WSB-TV. ATLANTA 227 II 150 129. 140 153 113 29 220 157 77 214 228 86 55 201 116 14 SI. H4. 115 206 178 169 209 204 158 18 34 I FC 53 N. H. WSJSTV. WINSTON-SALEM WSOK. NASHVILLE WSPD AM 4. TV. TOLEDO WSYR. SYRACUSE WTIC. HARTFORD I BC 125 90 128 69 81 80 145 79 171 . 235 202. 203. 239 177 205 202. 203 212 225 187 91 218 103 124 210 114. 115 207 WTOP. WASHINGTON WTPA. HARRISBURG WTTV. BLOOMINGTON WTVP. DECATUR WVET. ROCHESTER WWDC. WASHINGTON WWJ-TV. DETROIT WWRL. NEW YORK WWTV. CADILLAC. MICH. WWVA. WHEELING WXEL. CLEVELAND WXYZ-TV. DETROIT ZIV TV PROGRAMS INC. 87 6. 7 266 SPONSO Agency and client • behind closed doors • hopping on the schedule • your medium, your market are mentioned • a question is raised • the agency man reaches for Standard Rate . . . Brother, what a grand feeling to know that you are in a Service-Ad near your listing. For the full story on the values 1.161 media get from their Service-Ads, see Standard Rate's own Service-Ad in the front of all SRDS monthly editions; or call a Standard Rate Service-Salesman. Note: According to a study of SRDS use made by National Analysts, Inc.. 83% of all account men interviewed have SRDS available at meetings in clients' office. Fall Facts: 1954 I in M .1 LO-man i and woman > edi- torial -i. ill loose foi a month to six weeks on .1 project a- challenging a* the fall radio and t\ picture and j ou re bound t le up h itli something ivorthw hile. "Ili i — year's Fall Facts issue I mir 1 ighth 1 comes i" 268 pages, as againsl 236 last yeai and <"'! pages in 1947, our first Mil h issue. Perhaps no other yardstick could -how so graphically not onl) the growth of the air indus- ii\ these past eight years but also the acceptance ol these Fall Facts issues as "use handbooks |i>r fall l>u\ ing b\ agencies and advertisers. What's in these 268 pages tliis year thai should make you drop everything the moment you gel the issue and start reading? \ glance at the index on page 8 w ill tell you. \- for the trends the sponsor staff has uncovered, you'll find them de- tailed in tln> lead article pages 35 to 37. fliese are three kej ones, as we see it : 1 . I he skj r<>: keting growth of t\ , which has made thr surge nf even olhei medium |>al<- into insignificance when compared with it. Stations ap- proai hin:; the I"11 mark. * loloi about 1 me in to set ofl another frenz) (if ex< itement just as most people are getting used in black-and-white. \'< satu- ration 1 . 3. The increasing awareness of both air media on the part of national, regional and local advertisers. The figures show radio and t\ increasing in billings at a greater rate than news- papers hi magazines. This will con- tinue as color gives tv the one exclu- sive feature that magazines have capi- talized on in the past. For the thousand and one tips on what's happening in the radio and tv fields, as well a- what's going to hap- pen tin- fall and winter, you'll not onl) want In -kini through the entire issue njdit now hut also file it to refer to again and again. As usual Radio Basics. Tv Basics and. for the first time. Film Basics will be reprinted and available to you at nominal cost. A wise decision The decision of the "\ AIM B's Tele- vision Hoard and the Television Adver- tising Bureau (Ta \Hi to merge plans for a single all-industn tv sales promo- tion bureau instead of beating ea< h other - brains out was a wise one. I he industrj would have suffered had two t\ bureaus been set up. lime i- vital, however. I he bureau ghould get functioning as booh as pos- sible. I he entire industr) needs the facts, figures and data that onl) a strong t\ bureau supported 1>\ ever) t\ station and network can ^i\e it. SPON- SOR i- glad the breach between the two g 1 oups has been closed. Meantime the -eparate \ \RTB- sponsored i\ county-by-count) Bet cen- sus and circulation surve) Bhould move forward at full -peed. ♦ # # "Tv radio" Jack Gould, the Vetl) ) ork Times' radio-t\ reporter, created a buzz of excitement in the Bi^: < -i t \ recentl) when he devoted a full column to "'t\ radio." He revealed that for the past year he's had a four-tub:- fin mobile radio that tune- onl) the sound chan- nel- ol New 1 ork's seven \ ideo sta- tions. The listening, he says, i> far su- perior to ordinarj radio fare, the pace being -lower and more realistic, the "acting" superior and the programs far more exciting than network radio -. es- pecialb at night. He suggested that set makers could turn out "t\ radio" -ei- for perhaps (25. Long before the column appeared, a network president told sponsor that radio network- ma) have to become adjuncts to tv networks to survive. SPONSOR doe- not share this belief. Uthough there is a place for '"tv ra- dio."' SPONSOR regards radio as a me- dium -eparate and distinct from A\ ' others, with programing qualifications of its own. "'T\ radio." while a happ) develop- 1 ment for specialized purposes, should not be confused with radio as a prime ' advertising medium. Applause )ake Evans' new book Not often does a I k come out u 1 iiien for one group that can be re - ommended for another. Jake I vans Selling un\ iousl) w 1 itten for the time and progi am salesman, it 1 an be read with profit b) ever) advertiser and agero ) man mi rested in the ait media. Reason : lake I \ ans is \ l!( - direi - i"i o! national advertising and promo- tion. \- example- of what should pro\e "I especial interest to admen are the two chapters "Selling Radio in a Tele- vision Market' and "'What Television < (ffers the Advertiser." I he ln-t li-t- six exclusive features enjoyed b) radio, including radio's abilit) to sell people who do not read magazines 01 newspapers. \- for television, Jake make- three points about the medium: « It offers the advertiser more sale of his product. • It offer- him greater public knowl- edge of his product • It offers him more prestige for his compan] . The 348-page book ' with index 1 w; published at $5.95 b) Printer-' li Publishing Co. It's so well done \ou" want a cop) . 268 SPONSOR i is ( I fight-blooming hiatus his flower's in season again. It Urinates, in a negative way, I h every petal an unspent (Inch of bucks. |t it's papier mache, superfi- ; llv attractive, intrinsically I icherous as henbane, without Wits, obnoxious as poison ivy. Me immediate effects are tem- •fary, though there are cases on 9 >rd where audiences 1 er been recovered. 1 ough found largely in network gramming, where it has been to run wild, the n.b. hia- occasionally found west of Mississippi, even in Iowa. , tsk. WMT & WMT-TV < BS loi 1 .i-ui n Iowa Mail Iddress: Cedar Rapids National Reps: The Katz \gency and not maybe! WWDC (MBS) 22.5% Station "A" 14.6% Station "B" 11.2% Sta."C" 8.3% " 5.7% " 5.7% 4.5% 3.9% In Out -of -Home Audience This is a survey — not just an opinion. PULSE made it— February, 1954— 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 77' , 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. 2.8% In Washington, D.C. it's 2-6% Represented Nationally The Pult; tnt. Deport: Winter, I9J4. bP 0 » 2- MI52 MIL I JOY H C-ROOM 274 3 0 ROCKEFtlU0 PH2* K t V.* V ' • ■ "> N V e magazine radio and tv <•.. d 26 JULY 1954 50< per copy* $8 per year ^ MiLUOM ththz OOIO COAST GULF COAST \Gt\ from New Orleans to Mobile ^kOt\ from Baton Rouge to Lafayette l\QH from Lake Charles to Orange yfCffC frorn Houston t0 CorPus ctlfisti / FIRST IN NEW ORLEANS First among all independents during Negro Programming Period. RECEIVED JUL 2 6 1^54 NBC CEMERAL LIBRARY l g.rnming to the mass audience of 4 million, in- mj; 1,250,000 Negroes with Negro and Hillbilly gamming by radio personalities supported by in- merchandising and promotion. An unbeatable ic!>argain. Represented by Forioe and Co. for Louisiana Stations, by John E. Pearson Co. for Houston ARE YOU AFRAID? page 31 Auto insurance: net radio helps build State Farm name page 34 I. How top agencies buy media: the group approach at B&B page 36 Albuquerque chain battles giants with r page 39 10 ways to put more sell in your ty commercials page 40 How well can uhf sell? Result stories give tangible evidence page 42 air: tv demonstrations aid sales boom page 44 _ You wouldn't harness an elephant to a lawnmower, would you? You don't need 50,000 watts or 10,000 or even 5000 to cover the compact Baltimore market! W-I-T-H will do the job for you — without waste! Network stations overlap areas covered by their own affiliates . . . their effective coverage is limited to just about the area W-I-T-H itself covers. NIELSEN SHOWS W-I-T-H IN LEAD! In Baltimore City and Baltimore County W-I-T-H leads every other radio and television station — network or independent — in weekly daytime circulation. Let your Forjoe man give you all the facts in this amazing Nielsen Coverage Service Survey. IN BALTIMORE TOM TINSLEY, PRESIDENT REPRESENTED BY FORJOE & CO: be Will TvAB 'federated"? TvAB planners meet 4 August Campbell testing frozen soups Times' Could switches to CBS Toni starts 2nd product via air Media executives debate fear Admen who wonder "what's the problem" in setting up TvAB have to bear in mind television (like radio) is 3 media — not one. Stations depend on 3 sources for revenue: (1) networks; (2) sales to national and regional clients via national representatives; (3) sales to local clients. Latter 2 are vital to pay high operating costs. That's why as time nears for 5 August meeting in Washington to set up all-indus- try TvAB you hear of stations which want bureau to concentrate only on all-important spot and local sales. Possible solution: federated bureau with separate branches for network, spot, local. See edi- torial page 108. -SR- At special meeting in Washington 4 August (day before 10-man TvAB organizing session) 4 prime movers in projected tv bureau will hammer out agenda. Men are: Clair McCollough, Roger Clipp, Cam Arnoux, Dick Moore. -SR- Watch for a major tv-radio splash by Campbell Soups this fall to pro- mote new line of frozen concentrated soups. Product is currently being test-marketed in 3 Eastern cities, including Philadelphia (right across Delaware river from Camden home plant). Extensive tv spot campaign, plus daytime radio announcements, combined with large- space newspaper ads is current formula. Agency: Leo Burnett, Chicago. -SR- Jack Gould, radio-tv editor of "New York Tiroes" and frequent critic of over-commercialism in air advertising, has been named Information Ad- viser to CBS, Inc. He'll report to Frank Stanton at policy level. -SR- Toni launched Viv, lipstick, with $5 million first-year budget in May — most of it going into radio, tv. Next month "largest ad appro- priation ever placed" for facial cleansing lotion will kick off "Deep Magic," again with radio, tv carrying brunt of campaign. Firm had 19 shows, will carry 22 radio quarter hours weekly, 21 on tv by October. Agencies: Weiss & Geller, Tatham-Laird, Leo Burnett, all Chicago. -SR- Edward B. Pope, media director of James Thomas Chirurg Co., Boston, says he not only has no fears regarding his job or future, but he does not use PIB data in making media selections, challenges authen- ticity of rating services for all types of media and says of SPONSOR'S 3 May article, "III. Psychology of Media — why admen buy what they do": "Should be read by everyone who really wishes to be an adman in- stead of an accountant." For debate on "Are YOU afraid?" see page 31. Bernard Piatt SPONSOR general manager; Miles David named editorial director In two major staff promotions, SPONSOR announces elevation of Bernard Piatt, for the past five years Business Manager, to General Manager; and Miles David, for the past four years Managing Editor, to Editorial Director. The Editorial Board of SPONSOR will consist of Norman Glenn, Editor and Publisher, Mr. Piatt and Mr. David. In addition Mr. Piatt will supervise all departments. SPONSOR. Volume 8, No. 15. 26 .Ttilv 1954. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. M.I. Executive. Editorial. Advertising. Cir- culation Offices id E 4nth St.. New York 17 $s a year in L*. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. nostoffice under Act of 3 March 1879 •tll'OKI TO SI'ONSOICS lor 26 Jnl> I ?».", { Mogul, SRA in rate battle Kent goes king with radio, tv Farm radio, spot and local, surges NBC shows why you need radio Uhf moves goods for many lines Round 3 in current battle between £mil Mogul Co. and Station Reps. Assn. will be fought 28 July at Biltmore in New York when Emil Mogul, at SRA invitation, will discuss reps' "imperfections." Round 1 was SRA letter to members accusing Mogul of trying to skip reps and deal- ing directly with stations to get lower, local rates for Rayco account and of sending timebuyers on road to make "deals." Round 2 was Mo- gul's reply at Waldorf Astoria before 60 reps and press in mid-July. He said Rayco was local, not national account, offered $10,000 to any charity if someone could get station to testify under oath he tried to break rate card. -SR- Credit cancer scare and massive use of network, spot tv, network radio for major share in doubling Kent sales (P. Lorillard) first 5 months this year. Cigarette stresses "Micronite" filter. Kent went king size this month with no increase in price. Regular Kents will also be continued. To pave way commercials were revised on these Kent radio, tv shows: "The Web" (CBS TV), "Monday Morning Headlines" (ABC Radio) and "Kent Theatre" (was in 30 tv markets, now 6). Young & Rubicam is the agency. -SR- Phil Alampi, WNBC (NBC) farm & garden, radio-tv director, reports na- tional spending for farm radio has risen in spot radio from §2.7 mil- lion to $6.0 million (up 119%) and in local radio from 57. 7 million to $11.6 million (up 50%) past year. Alampi is chairman of Natl. Assn. of Tv and Radio Farm Directors committee which just issued di- rectory of all members, farm radio programs (compiled from SPONSOR'S "Program Guide") and firms interested in farm radio. -SR- You can get free Nielsen analysis of your tv advertising, combined with recommended complementary sked over NBC Radio, by writing to Howard Gardner, director NBC Radio Network sales development group. Latest NBC Radio promotion booklet says your tv show, if watched by every tv home in country, would still miss 17.1 million homes or 37°> of total. -SR- Can uhf sell? Furniture dealer spent $86.34 on single minute an- nouncement on WKNX-TV, Ch. 57 in Saginaw-Bay City, Mich. , sold 52,364 worth of "Television Rockers." For other remarkable sales stories see uhf piece page 42. Dletv national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration An.itmt Co, Yonkcrs An.itmt Co. Yonkcrs Crovc Labs. St. Louis Lydia Pinkham Co. Lynn. Mass Pierce s Propru t Buffalo Whcatcna Corp. R.)hway, N| Super Anahist Super Anahisr Varied prods Lydia Pinkham Or Pierce's prods Whcatcna Ted Bates. NY Ted Bates. NY Harry B. Cohen. NY Harry B. Cohen. NY Over 100 radio stns thruout country Abt 40 tv mkts thruout country SO or more radio-tv stns thruout country East. Southeast mkts Kastor. Farrcll. Chcslcy 100 stns thruout country & Clifford. NY Bnsachcr. Wheeler & Staff NY 25 radio stns Radio: early-morn mm anncts: 20 Sep; 26 wks Tv: dayti mm anncts: 20 Sep: 26 wks Radio-Tv: anncts. A Oct-11 Oct. 20-22 wks Radio: min anncts: IS Sep: 16 wks Radio: mm anncts: 27 Sep: 13 wks Radio: 5mm early am news progs: 7 Sep: 26 wks SPONSOR WESTERN ROUNDUP pays off for the FISCHER, BAKI1TG COMPANY "There's something about a Western on TV that's intriguing. You know the marshal will 'get his man' for law and order must prevail. And still you look, and children look, and mothers look. The result — good results. That's why we recommended to our client, the FISCHER BAKING COM- PANY, that Westerns on TV sell merchandise; and we've proved it. For the last five years WATV's 'Western Roundup' has been used with good effect, and we plan to increase the schedule right after Labor Day. Keep shooting with your Westerns, but shoot only the bad hombres." Scheck Advertising Agency, Inc. WESTERN ROUNDUP: with Ranger Lyle Reed — Monday thru Sunday 4-5 pm TELEPULSEl 4.1 quarter-hour average January —June © c h a n n e I lPf WOtV covering metropolitan new york-new jersey TELEVISION CENTER, Newark 1, New Jersey Rep: Weed Television Corp. 26 JULY 1954 ARTICLES DEPARTMENTS \re vol' afraid? SPONSOR'S media study findings that fear plays a big role in admen's selec- tion of media brought a brace of controversial opinions from agency heads •» ' > it radio helps build the Stale Farm name The State Farm Automobile Insurance Co. wants to hit prospects repeatedly during the short time of their periodic interest in auto insurance. Two network radio shows achieve this purpose, get one-third of firm s budget «#4 HMEBUYERS: I. The group approach This is the first in a series of three articles explaining the organization of three different types of media departments in top 20 agencies. Detailed this issue is the setup at Bentcn & Bowles which represents the "group approach'' •>© Local food <*liciin battles the giants with radio Barber's a supermarket chain in Albuquerque, spends 60% of its ad budget on local radio shows and weekend saturation announcements to compete in its area with the retail giants of the grocery industry «*" 1 0 M«i/\ to put more sell in your tv t'ommereials Irving Settel, tv consultant and educator, analyzed some 400 video pitches with the aid of a student panel, comes up with some basic do's and don'ts in making commercials on television more effective #W If oh* well c€tn iih, sell? Recent headlines have been painting an often-dreary picture of uhf. SPONSOR takes a peek behind scenes, comes up with a fistful of solid results stories from advertiser use of the medium .JJ2 Itotisseries on the air In the one year between 1952 and 1953, national broiler sales leaped from $13 million to well over $72 million. The use of tv, largely for demonstration pur- poses, had much to do with this phenomenal sales rise .§.§ TIMEBUYERS AGENCY AD LIBS 49TH & MADISON NEW & RENEW MR. SPONSOR, Albert Plaut P. S. NEW TV STATIONS NEW TV FILM SHOWS ROUND-UP FILM NOTES COMING RADIO RESULTS SPONSOR ASKS AGENCY PROFILE, Robert Orr TV COMPARAGRAPH NEWSMAKERS SFONSOR SPEAKS Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glen Vice President & Gen. Mgr.: Be'-ard P Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J. Department Editor: Lila Lederman Assistant Editors: Evelyn Konrad. Joan Marks, Keith Trantow Contributing Editor: Bob Foreman Editorial Assistant: Karolyn Richman Art Director: Donald H. Duffy Photographer: Lester Co'e Vice President and Advertising Director: ert P. Mendelson Advertising Department: Edwin D. C (Western Manager), Homer Griffith (S west Manager), John A. Kovchok (Protju Manager), Ted Pyrch, Ed Higgins Circulation Department: Eve. Sata scription Manager), Emily Cutillo. Morti Kahn, Kathleen Murphy Secretary to Publisher: Augusta Shearme Office Manager: Olive Sherban I hi tv: a status report A follow-un to th« pyo-oo^ning uhf results stories appearing in this issue (see above), will highlight the problems of uhf in timebuyer terms it ttfff. II lii; 100% of Doeskin's budget is in ratlio-tr This tissue manufacturer associates its name with Kate Smith on tv and Robert 0- Lewis on radio, both network efforts; uses no other advertising 5> lllf/. 1 Published biweekly by SPONSOR PUBLICATIONS * combined wllh TV. Executive. Edltorlil Clrculitl A,lverti»lng Offlcei : 49th & Midlion (40 E 4911 «-> New York IT. N. T Telephone: Mirny Hill H ChlrnKo Offlee: 1*1 E r>,n,l Are Phone (")• I e Si dolph "3*1. « ■ - • : Boi 1- \' . ■ ,. ■ Ti II . % - 1'llltiM Slat, • • I'uilill in. I P I - \ \ liln is ill . N I SPONSOR PUf"* TIONS INC. don't UPICK BUND" IN SHREVEPORT! look at KWKH s HOOPERS! KWKH's radio competition consists of three network affiliates, plus one inde- pendent. But look at the Hooper-proved dominance of KWKH in Metropolitan Shreveport — morning, afternoon and night! JAN.-FEB., 1954 -SHARE OF AUDIENCE TIME KWKH STATION B STATION C STATION D STATION E MON. thru FRI. 8:00 A.M. - 12:00 Noon 38.1 19.5 6.2 16.0 19.5 MON. thru FRI. 12:00 Noon - 6:00 P.M. 44.3 21.2 9.2 6.1 19.4 SUN. thru SAT. EVE. 6:00 P.M. ■ 10:30 P.M. 54.6 11.2 8.5 24.0 ook at KWKH'S SAMS AREA! 50,000-watt KWKH obviously gives you far more than the Metropolitan area. KWKH is heard in 22.39r more daytime homes than all other Shreveport stations combined, and at the lowest cost per-thousand-listeners! i 'J KWKH A Shreveport Times Station I TEXAS SHREVEPORT, LOUISIANA 50,000 Watts • CBS Radi The Bronham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager LOUISIANA ARKANSAS Announcing the curtain-raiser in / V V ic-<*°¥ • SH° 4*** ."1-4 So- Your Golden Opportunity » :PU, « — * -r ,o;or k ,orvou ( EXCLUSIVELY in yoor mo*e. I | PROGRAM COSTS FOR WORLD-AFFILIATES! A FULL HOUR SHOW (ON COMPLETE OPEN-END TRANSCRIPTION) FIVE DAYS A WEEK A NEW SHOW EVERY DAY, 52 WEEKS A YEAR Plrjpllp A Variety-Filled musical treat sparkling with "star-talk" of music, movies and show people. Saus-b*ight, " \ ' ^ I'/ STAR VOCALISTS! ^y w V / FASCINATING DIALOGUE! Never in the history of library service has anyone dared to make an offer like this. Mail Coupon below for full details. «re *h°n Tii WW h a v e °tT sTMtoNS WORU> COfotf jALESlNDfll PROGRAM SERVICE \\ v-a. \ n / \h^r // ° WORLD BROADCASTING SYSTEM, INC. 488 Madison Avenue, New York 22, New York MriNNiTI ^-^ I , ^ HOUYWO< CANADIAN REPRESENTATIVES . . . ALL-CANADA RADIO, FACILITIES LIMITED, VICTORY BUILDING, TORONTO m WORLD BROADCASTING SYSTEM, INC 488 Madison Ave. New York 22, N.Y. Rush money -making details of yoor NEW COMET PLAN. (YOUR NAME ANO TITLE) (COMPANY NAME) (COMPANY ADPRESS) IT WAS KBIG NEWS for a year-old station to win A 1953 TOP AWARD Now it's headline news as . . . KBIG AGAIN WINS NEWS AWARD. The Radio and Television News Club of Southern California judges the hourly five minute strips "Listen to Lisser" to be "The Best News Reporting of any non-network radio station." KBIG and the John Poole Broadcasting Company are grateful to the News Club, to United Press, to program di- rector and newscaster Alan Lisser, news director Larry Berrill, writer Margee Phillips, the entire Hollywood and Avalon announcing staffs, to the advertisers and their agencies who make it all possible. "Music, news, time all day long". 10,000 WATTS AT740 KBIG STUDIOS IN AVALON AND HOLLYWOOD GIANT ECONOMY PACKAGE OF SOUTHERN CALIFORNIA RADIO The Catalina Station John Poole Broadcasting Co. KBIF • KBIG 6540 Sunsut Blvd.. Hollywood 28, Calif. HOIIywood 3-3205 Nat. Rep. Robert Meeker Assoc, Inc. f>f S. Heath, media director, Hazard Adver- tising Co., Veil York, handles the media strategy anil planning for accounts spending some $3 million a year, it the same tune, he arts as all-media buyer, choosing jrom among availabilities and actually placing iinlers. "Recently I put most of Bridgeport Brass C'o.'.s budget into radio" he told sponsor. "As a maker oj insecticides this firm uas interested iii cheap national coverage throughout the summer, lie wanted to reach people at the same time as the mosquitoes do, s<; it r l/ought nighttime radio." flomia tfuigley. radio-ti director, (.a) ton, \eu ) ork, has become a boxing expert from her work in placing Greatest Fights ol the Century, a la-minute ti film show, in some 00 markets lor (.hesebrough Vaseline Products. "We found that the best time lor us is right alter live boxing or wrestling matches." Donna told SPONSOR. "At these late-evening limes we get the audience we want tor our produrt I mainly male, but some women), and we find the audience keyed to our message." This psychological ,m tor is also lital in slotting announcements. Donald Foote Jr.. Hen ion & Routes. \eu York, feels that nighttime spot ti announcements are an excellent medium for putting across short- term sales promotion plans or for the introduction of new products. "Tin \ don't replace network tv programing, with its prestige value," he added. "Rather. the\ supplement it. Because ol spot tv's flexibility an advertiser run completely tailor his frequency impact to the special needs in a particular market, or he can vary his copy theme b\ regions or marker conditions." Jack McCarthy. Ted Hates. New ) ork. looks forward to the day when all the ti stations in the ioiintr\ will get together to sponsor an impartial survey about themselves. " A truly objective survey" says Jack. "Today it's still difficult to get a single reliable source lor a station's i overage area and set counts within its market. And. even it a Inner feels he has a reliable source of information foi one station, he mat find it hard to compare this data with that provided by a com- peting station bci nuse the two use different survc | 5. SPONSOR Coverage v-.. that counts ! ...in rich, industrial, oursrate Michigan WW 100,000 WATTS WENATCHEE WASHINGTON Leads the NIK II II II! KPQ's N.C.S. AREA W) GIVES YOU ftp- i ^ tacorne\ 2 retail sales fastest grow^ and ncreasi.-_ marker. farm 5000 WATTS 560 K. C. WENATCHEE WASHINGTON Reg. Rep.- Hugh Felt-is, Seattle. Wash. Natl. Rep.- Forjoe h Company, Inc . 10 by Hob Foreman Even the most intense research hater among us would have to, in all fairness, admit there are a few pearls to be pried from tin' common shells laid at our feet b\ the practitioners of Statistical \\ isdom and Second Guess ing. Not the least of these is the fact that the \<-\\ presence <>l the Numbers Merchants keeps a writer on his toe- and forces those who O.K. cop3 to be more alert than perhaps might be the case were no one keeping tabs. The presence ol researchers also causes u> to review the rules oi the obvious as we look over a storyboard or piece of radio copy — a chore that can onlv serve a good purpose for what i- obvious is mote direct and that usually make- for a better commercial. On the other >ide. statistical evidence gi\e- us a little more strength with which to stand up and argue against the merely novel, the bizarre for bizarre"- purpose, and the too-too-clever which mien- are bound to creep into our work because copy- writers and commercial artists are -<> inhibited by the fad they must be business men. De-pite all these pluses it i- -till distressing to see how- much reliance is placed upon the edict- of research folks and how rigidly copy i- being held up to them and their criteria. Having been subjected to this painful process for mam years as a copywriter. I have come up with some conclu- sions on how to a— ure any advertiser that his commercial will rate high in Playback, Recall. Believability Quotient or whatever word game he may be playing at the time. It doesn't matter which of the techniques i- applied against it — my Jilfv Ad-Kit will assure you of coming out well. It i- necessary to state here, however, that it"- possible a high rating on the chart will have no bearing on whether the commercial will do the job it is supposed to — -i.e.. -ell the product. Got paper and pencil? All right — first, get one simple thought lor your commercial. Now — express this thought in the simplest of term- a\u\ the shortest of phrases. Vvoid the catchy il it i- at all cryptic. He straightforward to the point of (Inline-- and a- direct a- the man in an Esquire cartoon. In radio- express it with a sound gimmick. In tv — use some visual device to set up this thought — perhaps, scratch- oil or a wipe on or maybe unscrambling animation, i f'l<-ns< turn to page • SPONSOR ilOW TELECASTING ST. LOUIS 100,000 WATTS OVER 600,000 SETS IN THIS AREA ANTENNA HEIGHT 563 FEET Represented Nationally by THE KATZ AGENCY, INC. 26 JULY 1954 11 Use Columbia Pari tic Radio and REDISCOVER THE WEST! Westward bound? Team up with the Columbia Pacific Radio Network. You'll discover CPRN carries the most weight throughout today's $20-billion Pacific Coast market. And there are four sound reasons why : RADIO IS EVEN MORE POPULAR ON THE COAST than it is nationally. Westerners spend an average of 17.3' r more time with radio than the national average. CPRN MATCHES POWER TO POPULATION. Only CPRN has the Balanced Coverage to match the Coast's spread-and-cluster pattern. . .maximum- power stations where population is spread out (example: the Los Angeles market covers an area the size of Connecticut) and moderate- power stations in areas where population is concentrated in smaller clusters. As a result of this Balanced Coverage, day and night more families listen to CPRN, in total, than listen to any other West Coast network. CPRN HAS THE LARGEST SHARE of the radio audience in the West year after year. And CPRN's audiences are more than 6'^ larger today than in 1948, before television. ADVERTISERS ARE AWARE OF THESE FACTS. As a result, CPRN carries more business than any other West Coast network ! Give you a lift to the Coast? Call CBS Radio Spot Sales or THE COLUMBIA PACIFIC RADIO NETWORK ^•arlwLOME f] Want to reach the people in the Dakota area? -Grafton SoTJMVIK, Buy KXJB-TV FARGO — VALLEY CITY, N. DAK. Station B (Fargo) 950 f 1 . 433 ft. 1383 ft. 65 KW Compare! KXJB-TV Sea level 1410 ft. Ant, una 1085 ft. Above sea level 2495 ft. Power 100 KW Sin- "IV area App. 75 mi App. 52 mi Has.- "A" ran- $200 hr. $200-hr. I llatnul 4 6 ( liamiil 1. the state's choicest channel, was allocated to Valley City making it possible for KX,JB-TV with maximum power and 1085-ft. tower to cover Fargo-Moorhead, Grand Forks, Devils Lake Jamestown, Valley City, Wahpe- ton, Breckenridge and Crookston with a good solid 100 microvolt signal. 7 mar- keta for the price of one. (See map MARKET DATA: Over 135,000 urban and rural families within 50 M V M line. Average retail sales per household ..' per vr. i urban and rural). Aver- age retail sales per household $(>794 (Fargo trade area) — better aserage t ban such eii ies as Boston, !.<>s Angeles, I )e1 mil . M inneapolis. PROGRAM POLICY: Serving the pre- ■ 1 1 1 1 1 1 1 1 1 . i nt Dakota agricultural area with true "Farm Programming", KXJB-TV is ably assisted l>\ a pro- gram advisory hoard of tin- North Dakota State Agricultural College. REPRESENTED BY WEED TELEVISION SALES OFFICE: BOX 626, FARGO, N. D. PHONE 446-1 NORTH DAKOTA BDCST. CO., INC. KSJB-600 K.C. JAMESTOWN, N. DAK. KCJB-910 K.C. MINOT, N. DAK. KCJB-TV CH. 13 MINOT, N. DAK. ftySXB" tV r^®S VA»BV CIT V-FAKGC MP. cnannii <£. \g/ 100,000 «vatts / i MADISON bponbob invites letters to the editor. Address 40 E. 49 St., New York 17. MILK COOPERATIVE In \<>ur June I 1. L954 issue you had a wonderful stor) about the Inter-State Milk Producers' Cooperative and their successful activities on radio ["Radio make- hij:-< it\ friend- for dairv tann- ers," page 44] . Please xnd me two issues <>f that magazine as I would like to -end them to people who would he most inter- ested. K\ LNS (,. Olwell Jr. Gundlach Advertising Cincinnati • Fxtra copies of ihr 11 Juiii- i->u(* containing ihr Btorj on lh,- milk cooperative's u-«- of radio ,,,-t .">o, apiece RATINGS We would like to ,^el permission to reprint the artirle b) J. B. Ward on page 40 of the Ma\ 31 sponsor ["I -a\ ratings are opinions""]. This is a stor\ that we have always preached and Mr. W ard's comments could he of help to us locally. Kenneth M. Cooper General Manager WORC, Worcester • Materia] which has appearrd in SPONSOR ma j In- reprinted provided permlsrion i* requested in writing and credit i* tii\ en. PROGRAM GUIDE We would appreciate \our sending us two copies of the Program Guide. W e did not receive our copy and would like to use them in the planning of our new advertising campaign. Sam Resnn k D'Franssia Laboratories Los Ingeles In borrowing a cliche from Walter W int hell. I would like to tOSS a dozen on hid- \ <>nr waj . Since sponsor's inauguration I've made no set i el of the great admiration [ ve held for your publication and sponsor's staff. This feeling has grown with each information-packed cop) of SPONSOR through the \ears. Today's orchids are sent for \our magnificent 1954 radio and t\ Btation Program Guide. It represents a pains- taking job of reporting classified ra- dio and t\ market- and will remain a treasured piece of research material to be used with meat relief h\ all mem- bers of the broadcasting industry. I shall recommend it- use most highly. Dexter I). Halle / ice President & Director Cambridge School oj Radio and Ti Broadcasting \ eu ) orh \1\ hat's off t<> \ou for the new 1954 radio and t\ station Program Guide. ju-t received. It's the first intelligent approach I have ever seen to our par- ticular type of specialized program- ing. . . . Robert \. Pinkerton KEO-XEOR Brou n\i Hie. Tex. • SPONSOR-. IV.-, I Prugram l.ui.lr i, available fr.'e In auliaerlbrr*. Kvlra ropi«-» ro*t $2 eai-h. SPONSOR REPRINTS I am a faithful reader of sponsor which arrives at our office regularly. It seems there is never enough time to devote to each i-sue and main times I have allowed an issue to get out of m\ hands before I have been ahle to fin- ish particular articles. Therefore. I would like to take ad- vantage of the offer h\ sponsor in the Ma\ 17 issue ""Can you use these SPONSOR reprints?"" page 54]. I am li-tinj: below the material that I would like to have. Jack Ow i n Radio and Television Foote. Gone & fielding Gliicago • For a complete li-i of rrprini availabilltlei and price*, please refer to ihr 17 Maj 19S4 a> -in-, page .» I. ALL-MEDIA BOOK Could we please reserve a cop) of your Mi-Media Stud] which is t" he published this coming summer? W e have found these articles verj inter- esting and would like a copj of the book when it is read\ . S. I!i SSELL The Baker Idvertising Igency Toronto 14 SPONSOR Jkm TON mw Anybody with that much wealth could buy all kinds of things. And, as a matter of fact, it just happens that the people who do have it do buy prodigiously. Their golden hoard is represented by its equivalent in green U. S. dollars — nearly four billion of them — which is the buying potential you'll find concentrated in an 116-county mint served by WSAZ-TV. The particular brand of alchemy practiced by nearly a million busy families who live in WSAZ-TV's area is called industry. Many of America's largest, best-known manufacturers keep our Ohio Valley communities humming with productivity. Heavy industrial production makes good profits . . . good profits make bigger payrolls ...and bigger payrolls make people more buying-minded. As an advertiser with something to sell, you can take it from there. But you can take it faster (and in greater amounts) with the unique help of WSAZ-TV. Across this industrial heart of the nation... in over 400,000 TV homes... WSAZ-TV is the only single medium able to reach so much of this golden potential (and with a persuasive power that is paying off handsomely for dozens of happy advertisers). If this prosperous prospect intrigues you, the nearest Katz office can stake out all the facts. Huntington-Charleston, West Virginia Channel 3-100.000 watts ERP NBC BASIC NBTWORK-affiliated ABC and DuMont Also affiliated ivith Radio Stations WSAZ, Huntington, and WGKV. Charleston Lawrence H. Rogers, Vice President & General Manager, WSAZ, Inc. Represented nationally by The Katz Agency Li }f'"'%4#i 26 JULY 1954 15 Prestige stations with but a single thought . . . RADIO! |f\l)l() i- everywhere. Radio i- in everj room of the house ... in mosl automobiles traveling the highways and citj streets . . . on tractors in the fields ... in garage-, stores, . . . in fact, wherever people work, rest or play! PEOPL E> BROAD* VSTING i ORPORATION is going t" buj more radio stations, because we believe in the future '>f radio as the greatest, mosl effective of all advertising media. Today. PB(i l>oa-t- four stations in t..ur rich American markets. Each is progiammed to reach -iili-ianii.il citizens with mone; to spend in t h<- market it serves. The) arc leaders all . . . prestige stations that sell effectively because thej represent the finest in radio. PEOPLES BROADI VSTINC CORPORATION is owned b> the three million policyholder owner- of the Farm Bureau Automobile Insurance Company, Columbus, Ohio. All PBC stations broadcast timely, interesting public service features. Fach -tation ha- won an impressive number of public service award-. Be-ides fulfilling its obligation to act in the public interest with such programming, each station retain- it- regional leadership h> constantly attracting public attention. PBC -tation- act on the principle that there is no distinct separation between commercial and public service radio . . . that to sell, a station must al-o serwe. The stature of all four PBC -tation- would seem to prove that principle valid. PEOPLES BROADCASTING CORP MURRAY D. LINCOLN, President HERBERT E. EVANS, V.P.-Gen. Mgr. m m WMMN- CBS 5,000-920 FAIRMONT. W, VA, REP, H.R, A. G. FERRISE. Gen. }ltfr. I (RSI -line 1928. In North ' entral Wesl Virginia. WMMN i- FIRST in coverage, power, penetration and FIRST in audience. WMMN i- the ONLJ station thai delivers this vital market. WTTM- NBC 1,000-920 TRENTON, N, J. REP, FORJOE FRED E. Itl It \s I I I V Manager Covering Central Nev, Jerse) and the Delaware Valley. Trenton i- the Huh in this \a-t industrial aria a population of 300,000 in the retail trading /one. plus 16.000 new home- in Levittown, I'a. and 4,000 new home- in Fairless Hills, Pa. WRFD- IND. 5,000-880 WORTHINGTON, OHIO REP, GEO, CLARK JOSEPH D. BRADSHAW, Manager WRFD's |iiini..i\ signal dominates 72 o\ Ohio's 88 counties. WRFD i- programmed for rural and small town listeners who account for !'>' , of Ohio"- total retail lo..d -ale- . . . lu' , of the retail drug sales. WGAR- CBS 5C, 000-1220 CLEVELAND. OHIO, REP, CHRISTAL CARE E. GEORGE. Gen. Wgr. serving I ' ■_• million friend- in Northern Ohio with the best in radio. Cleveland rank- No. 1 among metropolitan markets in the nation for consumer spendable income with 17,492 per household (Consumer mark.!-. SDRS, 1954) 16 SPONSOR Just a note to say that, on all counts, > ours is one of the best publications of its type in the field. Would you please put my name down for the All- Media Evaluation Study book as soon as it comes out. Godfrey Tudor Horace N. Stovin & Co. Winnipeg • SPONSORS All-Media Evaluation Study «il) be published in book form this summer. Priee per eopy is $-1. You may reserve a copy now by writing to 40 East 4«* St.. New York 17. RADIO/TV DIRECTORY I note your offer for a free copy of a pocket-size Radio/Tv Directory. How are chances of getting three copies? I'd like to present the other two to a couple of my bosses. Carl E. Behr Business Manager Radio-Tv Department Needham, Louis & Brorby Chicago Thanks for a copy of the latest "Radio/Tv Directory" of New York and Chicago. I could use a couple of extra copies of the latter if you have them. Harold Essex WSJS, Winston-Salem • The New York and Chicago Radio/Tv Direc- tory Is available to subscribers as a SPONSOR service. Extra copies are furnished on request while available. WEEKEND RADIO Congratulations on an outstanding service to the radio industry through your publication of the series on week- end radio ["Weekend radio: are you missing a good bet?" 14 June 1954; page 36, Part I; 28 June 1954, page 33, Part II]. Advertisers and the medium alike have for many years overlooked the possibilities of radio during this peak listening period. I must take excep- tion to your statement that stations of- fer announcements and programs on weekends at discounts up to 45%. An analysis of Seattle radio indicates that independent station rates remain con- stant— network stations do have dis- counts. Your article prompted KOL to ana- lyze its weekend audience as compared with the Monday-through-Friday pe- riod (KOL is a strong independent during this period in Seattle). Look at the results: 0UT-0P-H0MI Pi irdaj Sunday 12 noon 50% inert ;i •■ ', in 12 i r, i, pm 6 i 3< ; increase L071 6 pm-midnighl L5.79S decrea i • [N-HOMB [PULSE) 6 am 12 noon 2595 increase L501 in* 12 noon-6 pm 50% increase ir,,-n>ase midnight ill'.; increase ill-, increase IN-HOME I H00P1 R S iturday Sunday 6 am-6 pm 124% increase 220% inci Thanks to your article, the KOL sales staff is now telling the story of the value of weekend advertising to clients. To help us do so, please send us 75 copies of reprints of the series on this subject. Keep up the good work ! Bill Simpson KOL, Seattle • Reprints of the two-part "Weekend radio" series cost 25c apiece. Quantity prices on request. AIR IN FRANCE Subscribers to sponsor since nearly three years, we have appreciated very much its dynamism, its efficiency and the thorough fashion in which all ques- tions are presented and examined. '"Programmes de France" of which I am the manager is the most impor- tant European enterprise concerned with the recording of sponsored radio programs. Sponsored television, although it is just starting in Europe (Tele Luxem- bourg will broadcast its first television programs next November) is now claiming all our attention. In this early stage, and wishing to avoid as many pitfalls as we can, we must try and profit from the experi- ence that your country must have ac- cumulated in nearly 10 years of tv ex- perience. That is win we have decided to take a trip to the United States. Could it be possible for you to send me a list of the most important agen- cies and stations concerned with the elaboration, recording and/or direct broadcasting of tv programs and pub- lic shows. Jean D'Agostino Manager Les Programmes de France Paris • SPONSOR'S Radio Tv Directory lists major agencies and stations in New ^ ork and Chicago. It is available free to subscriber*. Maryland's Most Honored Television Station NOW! maximum power ADDED To The Finest Studio and Production Facilities in Baltimore Have You Seen the WAAM Story ? represented nationally by HARRINGTON, RIGHTER & PARSONS, INC. 1 1 . 1 . ■ -1 1 Ml CHANNEL w TELEVISION HILL BALTIMORE, MD. 26 JULY 1954 17 SURE TO BE THE HOTTEST SHOW SINCE DRAGNET NOW ON TELEVISION ...39 brand new half-hour films Thrilling adventure. Mike Waring, The Falcon, is an undercover intelligence agent for the government. His assign- ments take him all over the world — on both sides of the Iron Curtain. Wherever he goes, The Falcon meets mystery and adventure. Outstanding production. Exciting for- eign backgrounds add to the superb real- ism. Inspired production by Hollywood's Harry Joe Brown keeps the action trigger-fast! A great new star. Charles McGraw, as Mike Waring, is the most dynamic person- ality on TV since Jack Webb. His pictures include "The Killers," "War Paint," and the soon to be released "The Bridges At Toko-Ri." Ready-made audience. The Falcon has proved popular during nine great years on radio for such sponsors as Procter & Gamble, General Mills, and Kraft. Low cost per thousand. Nielsen says, "Mysteries deliver the lowest cost-per- thousand in night-time television."* And the best new mystery-adventure show on the market is THE FALCON. THE FALCON carries with it NBC FILM DIVISION'S exclusive merchandising package: • to help bring in every possible viewer • to help bring in every possible customer For high-flying sales in your market, ride with THE FALCON. Call, write or wire today. 'Based on Sept. -Oct. 193.1 Nielsen Television Index. Evening shows half-hour or longer. NBC FILM DIVISION SERVING ALL SPONSORS ... SERVING ALL STATIONS 30 Rockefeller Plaza, New York 20, N. Y. • Merchandise Mart, Chicago, III. • Sunset & Vine Sts., Hollywood, Calif. In Canada: RCA Victor, 225 Mutual Street, Toronto • 1551 Bishop Street, Montreal No matter how you look at KTVlTs market*" IT'S IMPORTANT! \titj one of the following three areas is on important TV market by itself! COMBINED - - population -wise - - they total California's third largest market! lUHHinuiiii: . iiminiiimiiiiiu m iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiHiiiiiiimiiiimiiiiiiiiiiiu i SAN JOAQUIN C0VNT1 1. Undu plicated coverage of San Joaquin and Stanislaus counties Stockton San Joaquin County J^'7,000 Population 92nd market out of top 100 NBC research Add Stanislaus County 111. 000 Population Combined Counties 1,000 Total Population Combined San Joaquin and Stanislaus counties would equal a market d (estimate — out of top 100 Sales Managemenl Add SACRAMENTO COl MY 2. Sacramento county 336,000 Population Sacramento 72ml market out of top 100 (Sales Management .I'M Alameda — Contra Costa 3. Continuous counties — partial and full county coverage — Sutter — El Dorado — 13 counties — pro-rated Placer Merced sdano — imputation total over 400,000 Population Tuolumne- Glenn — Yolo ( ialaveras * lolusa - Amador ■ r ■>■■ rr:ni!:i"-7l ciiiiii iiitmiiiiii iii]liiillillillHiiillllIHllll!lin lllllinilllillMlllllllllllll IllllllllllllllllllllllllHD [III nHIIIIIIIIIIIIlllllllIllll«lllllinillllllllIIII!lllllllillinillllliiiniiili!i!iiiiniiiiii'i:;i,niliiiiii • mm • i Grand total within l\ I VU S effective signal area!!!! over 1,000,000 population!!!! over 100,000 UHF homes to date!!!! KTVU 36 NBC-TV One-Half Million Watts From Half- Mile in the SVy! I M Represented by George P. Hollingbery Company 20 SPONSOR ' New and renew SMISII 26 JULY 1954 1. \ew on Radio SPONSOR Networks AGENCY Amoco, Bait Cat's Paw Rubber Co. Bait Chevrolet Div, Cen'l Mo- tors, Detroit Chevrolet Div, Cen'l Mo- tors, Detroit Chevrolet Div. Cen'l Mo- tors, Detroit Dole Sales Co, SF Florida Citrus Comm, Lakeland Lemon Prod Advisory Bd, Cal A. E. Staley Mfg. Decatur, III Texas Co, NY Wm. Wrigley |r Co, Chi Wm. Wrigley Jr Co, Chi Jos Katz. Bait S. A. Lcvyne Co, Bait Campbell-Ewald, Detroit Campbell-Ewald, Detroit Campbell-Ewald, Detroit N. W. Ayer, SF JWT, NY McCann-Erickson, LA Y&R, NY Erwin.Wasey, Inc, NY Direct Direct STATIONS CBS 83 ABC 353 CBS 206 CBS 206 CBS 206 CBS 180 MBS 560 MBS 495 CBS 206 ABC 348 CBS 193 CBS 193 PROGRAM, time, start, duration Rhythm on the Road; Sun 4:30-5 pm; 4 July; 13 wks Modern Romances; M 11-11:15 am; 26 |une; 8 wks Allen Jackson & the News; Sat 1:30-1:35 pm, 3- 3:05 pm; 4:55-5 pm; 3 July; 13 wks Robert Trout & News; Sun 9:55-10 am. 1-1:05 pm, 2:30-35 pm, 5:55-6 pm; 4 July; 13 wks Robert Trout & News; M-F 9:55-10 am; 5 July; 13 wks House Party; F 3:30-45 pm; 30 July; 13 wks Florida Calling with Tom Moore; F 11-11:25 am; 5 July; 52 wks Multi-Message Plan; M-F 8-8:30 pm; 28 June; no. wks not available Arthur Codfrey Time; M-F (alt days) 10-10:15 am; 19 July; 52 wks Texaco Star Reporter & the Week-end News; Sat 6 Sun 5 min on hr from 9 am to 11 pm; 3 July; 13 wks FDI in Peace & War; W 8-8:25 pm; 30 June; 6 wks Cangbusters; M 9:30-55 pm; 5 July; 6 wks 2. 3. Renewed on Radio Networks SPONSOR AGENCY American Tobacco Co, Lucky Strike, NY CIO, Wash Procter Cr Gamble, Cinci Procter & Camble, Cinci Procter & Camble, Cinci Procter & Camble, Cinci Procter & Camble, Cinci Procter & Camble, Cinci Procter 0- Camble, Cinci Radio Bible Class, Grand Rapids R. J. Reynolds (Prince Al- bert & Cavalier) Winston-Salem BBCO, NY Henry J. Kaufman Y&R, NY Compton, NY D-F-S, NY Benton & Bowles, Compton, NY Benton & Bowles Compton, NY Wash NY NY John M. Camp, Wheaton, III William Esty. NY STATIONS CBS ABC 168 CBS 173 CBS 132 CBS 168 CBS 165 CBS 143 CBS 104 CBS 160 ABC 235 NBC 93 PROGRAM, time, start, duration Jack Benny; Sun 7-7:30 pm; 26 Sept; 39 wks John Vandercook; M-F 7-7:15; 6 Sept; 52 wks Brighter Day; M-F 2:45-3 pm; 28 June 52 wks Cuiding Light; M-F 1:45-2 pm; 28 June: 52 wks Ma Perkins; M-F 1:15-30 pm; 28 June; 52 wks Perry Mason; M-F 2:15-30 pm; 28 June 52 wks Road of Life; M-F 1-1:15 pm; 28 June; 52 wks Rosemary; M-F 11:45-12 noon; 28 June; 52 wks Young Dr. Malone; M-F 1:30-45 pm; 28 June; 52 wks Radio Bible Class; Sun 8-8:30 am; 4 July; 52 wks Crand Olc Opry; Sat 9:30-10 pm; 3 July; 52 wks (See page 2 for New National Spot Radio and Tv Business) National Broadcast Sales Executives NAME FORMER AFFILIATION John P. Barry Ceorge W. Clark, NY, acct exec James E. Blake Jr KSTP, Minneapolis, sis stf Jim Brown KMYR, Denver, prom dir William A. Creed Jr Bertha Bannan. Boston, slsmn Roy M. Danish MBS. NY, dir comml opers Edwin L. Dennis WHB & WHB-TV, KC, sis dept Eugene B. Dodson WKY & WKY-TV, Okl3 City, admin asst Jay Eliasberg Foote, Cone & Belding, NY, dir adv res Dudley W. Faust CBS, NY. Eastern sis mgr Frederick W. Florenz Cupples Co, St Louis, sis stf Wilson K. Foster KLX, Oakland, Cal. sportscstr Richard H. Cehring Richard Cerkin John Blair, NY, sis exec NEW AFFILIATION KYA, SF, Eastern sis rep (hq WINS, NY) Same, natl sis mgr r-tv KBTV, Denver, natl sis mgr Walker Rep Co, Boston, New Engl sis mgr Same, asst to pres KMBC-TV, KC, loc tv sis mgr Same, dir of radio opers ABC Radio, NY, dir net radio res Same, net sis mgr WBAL, Bait, sis stf Same, mgr WTVN. Columbus, O, sis rep WNEW, NY, acct exec In next issue: New and Renewed on Television (Network) ; Advertising Agency Personnel Changes; Sponsor Personnel Changes; Station Changes (reps, network affiliation, power increases) \ umbers after names refer to New and Re- new category John T. Madigw Fran I; Young (3) IT. H. Johnston (3) Edwin L. Dennis < 3 ' E. B. Dodson <3) 26 JULY 1954 21 26 JULY 1954 \rn ami rt-itfu 3, National Broadcast Sales Executives (eontinuett) NAME FORMER AFFILIATION NEW AFFILIATION Ccorgc Cr.iy WKNA-TV, Charleston, gen sis mgr WLW-D. Dayton, natl sis rep Richard C. Codon West Pacific Adv, Spokane, acct exec KCA, Spokane, stn mgr Francis Hays WCST, Atlanta, acct exec WLW-A, Atlanta, acct exec Thomas ). Henry MBS. Chi. co-op prog sis dept Same, acct exec Ccorgc |. Higgins KMBC KFRM 0 KMBC-TV, sis mgr Same, vp Ben Holmes KOMA. Okla City, asst mgr Tulsa Broadcasting Co, Tulsa, natl sis mgr W. V Hurt KLRA, Little Rock, gen mgr KTHS, Little Rock, comml mgr Robert Hyland KMOX. St Louis, genl sis mgr Same, asst gen mgr and gen sis mgr Herb Jaffe Official Films. NY, sis dir Same, vp & mem bd of dir Winton H. Johnston WHB & WHB-TV, KC. sis dept KMBC-TV. KC. tv sis rep Austin E joscclyn KOVR. Stockton. Cal, asstg in orep new stn for oper I start Sepi Same, exc-c vp & gen mgr Clcnn Kykcr K&E. Detroit, sis dept V/WJ, WWJ-TV. Detroit, sis prom mgr Albert Larson Paul H Raymcr Co, NY, sis stf Avcry-Knodel. NY, tv sis stf Jack Lucas WCCO, Minn, hd of acctg dept Same, acct exec on sis stf John T. Madigan ABC -TV. NY, mgr spec events WMTW. Mt. Wash, NH, prog dir Dick Maguire KFJI. Klamath Falls. Ore. gen mgr KUAM. Agana, Cuam, resident mgr S. W. McCready Eugene Tv, Eugene, Ore, gen mgr Same, vp Clyde H. McDonald Y&R, Toronto, acct exec BBM, Toronto, res dir Sherman ). McQueen Don Lee Bdcstg, Hollywood, comml prog supvr CBS Radio. Hollywood, asst dir bus affairs Robert Z. Morrison jr NBC, NY, acct exec spot sis WKBH. WKBTitv). La Crosse, Wis, sis mgr Wayne Mullcr KBIC, Hywd, acct exec Same, natl sis mgr John R. Overall MBS, NY, Eastern sis mgr CBS Radio Net, NY. Eastern sis mgr Anne Nelson CBS Radio. Hollywood, assoc dir bus affairs Same, dir of bus affairs Richard Pack WNBT & WNBC. NY. dir progs & opers Weslinghouse Bdcstg Co. natl prog mgr Kenneth E. Patmore Curtis Publishing. Cleveland, space slsmn WCAR. Cleveland, adv sis rep William S. Pirie Jr WFBR. Bait, sis dir WCBM. Bait, dir sis Jack Raycl NBC TV. NY, prodr "Home" show Same, gen prog exec Ralph Sacks KSAN-TV, SF. comml mgr KSFO, SF. sis dept Dean Schaffncr ABC Ridio. NY, dir net radio res Same, dir radio net sis devel & mkt res couny Robert Schlinkert WKRC-TV, Cinci. sis mgr Same, gen sis mgr Carl R. Schutz WATV. Newark, acct exec WNBC Radio Sales. NY. acct exec William D. Swanson Tulsa Bdcstg Co, Tulsa, gen sis mgr Same, local & reg sis mgr Milton M. Schwartz Esquire. NY. prom-pub writer WNBC-WN3T. NY, adv, prom & mdsg dept Stan Vainrib Storer Bdcstg, Birm, Ala Academy Film Prods, Chi. vp prodn, gen sis James P. Walker KATV, Pine Bluff. Ark, gen mgr Tulsa Bdcstg Co. Tulsa, asst gen mgr Stu Wilson KBIC, Hywd, prod & pub serv mgr KBIF, Fresno, stn mgr Frank Young Natl Fdtn for Inf Paral. NY, r-tv pub Screen Cems. NY, press mgr Neve Agency Appointments SPONSOR Centaur-Caldwell Div, Sterling Drug. NY Fibre Milk Container Dept, American Can Co. NY Local Chevrolet Dealers Assn. NY KWK, KWK-TV. St Louis. Mo MCA TV, Ltd, NY Polaroid Corp. Cambridge, Mass Riggio Tob Corp, Brightswatcr, NY Adam Scheidt Brewing Co. Norristown. Pa Tn State Flavor Co. Div Quaker State Coco-Cola Bottling Co, Pittsburgh PRODUCT (or service) AGENCY Fizrin Milk containers Automobiles Radio station and new sister vhf tv station Film syndicators Polaroid Land Camera & accessories Regent cigarettes Valley Forge Beer, Prior Beer. Rams Head Ale Bottoms Up "canned soft drink) Compton. NY Compton. NY Compton NY Rutledgc & Lilicnfeld. St Lou Mo Paris & Peart. NY Doyle Dane Bernbach. NY L. H. Hartman Co. NY Al Paul Lcfton Co. Phila Wasser. Kay & Phillips Pitts- burgh \ umbers after namt s refei to ^ en and Re- ategoi i D Holmes II 1 1 Swansoi (3) R II I II Uson K. I osti Jim Brown < . II. McDonaU II . I . Hutt : Hyland 22 SPONSOR $21,000 Chris-Craft Sport Fisherman // ;~ vT>> -'VI--' By using Mt. Washington TV — the TV station with the greatest coverage in America — you can save the cost of a $21,000 Chris-Craft "Sport Fisherman" in 28 weeks of a 15 minute show aired five times weekly. LARGEST ON THE WAVES Mt. Washington's more-than-a- mile high TV station covers most of the three states of Maine, New Hampshire and Vermont. On the air in August. WHAT NETWORK! This "3-state one-9tation TV net- work" covers virtually all the families local TV stations do. Reaches thousands of families they cannot reach. Yet average time costs run 54% less than the combined cost of the three TV stations giving next best coverage. CBS-ABC Represented nationally by HARRINGTON, RIGHTER & PARSONS, Inc. 26 JULY 1954 Channel 8 23 Larsen's the name and WEMP is the station. Milwaukeeans know THAT combination means the best in radio. And so do dozens of shrewd na- tional advertisers who recognize Coffeehead's leadership among Milwaukee radio personalities. Join them and find out how WEMP delivers up to twice the Milwaukee audience per dollar of Milwaukee network stations. CALL HEADLEY-REED! •a.,.. . i .,„ i,,,. m.l *Kli* rmtm availabU /'i,Z. WEMP WEMP MILWAUKEE HUGH IOICE. ML, 9m. Mqr. HEADLEY-REED. Natl. Rap. HOURS OF MUSIC. NEWS. SPORTS Albert Plant Advertising, Promotion, Merchandising Manager Dorothy Gray, New York \\ lien Albert Plaut, Dorothy Gray's advertising manager, looked over the results of the Stewart DougaU consumer -ur\e\ that his firm had made, he found that he had the ver\ best cosmetics market right in his own home: his 12-year-old daughter. It seems that the mean average age for using makeup and nail polish in the U.S. is 12 years and two months. Dorothy Gray, how- ever, had been particularly strong among the 30 year-and-older age group. Plaut thought the situation over and decided that tv was the natural medium for making the Dorothy Gray line popular among the 25 year-and-under group. Here's how he approached this medium, new in Dorotln Gray ad- vertising bistorj : The initial tv test ran in Houston and Los Angeles between 1 May and end of July 1953 (through Lennen & Newell). It consisted of minute announcements, scheduled during the day and evening. Sales results coupled with reaction of retailers in those markets proved the pull of the medium. Dorothy Gray's second tv test was a more comprehensive one running from 1 March through 20 June 1054. It included minute announcements in these 10 cities: New ^ <>rk. Boston. Atlanta. De- troit. Chicago, Washington, Cleveland, Dallas. San Francisco, Los Angeles. The firm used an average of eight minute announcements a week to advertise three products out of Dorotln Gray's line of cosmetics ranging from a $1.00 lipstick to a $3.50 hormone < ream. "We felt that this te-t was conclusive," Plaut told sponsor. "The result- were satisfying not so much in terms of sales, but rather in demand for the brand by retailer accounts we had previously not carried." In 1954 rough!) <>V; of the total national budget will go into tv. Dorothy Gra\ has -iizned a 52-week contract with ABC TV for co- sponsorship of The Ray Bolger Show with Lysol over a (>7-< itv hook- up. The program, a half-hour musical situation comedy, will cost about $32,000 a week to produce. It- major purpose will be to popu- larize the Dorotln Graj line among young women under 25. Besides i ontributing our actual and one potential « ustomer to the Dorothj Graj line in hi- own family, Plant guarantees that both In- 12-year-old and his nine-year-old daughters are Raj Bolger fans. • * • 24 SPONSOR We're proud of the results 33 years experience enables us to give to you, our sponsors — and we're proud of the 92% consistent listenership within WSPD's 16 county, billion dollar market. Let us show you what outstanding results you can get by taking advantage of WSPD's experience and WSPD's loyal listenership. Call your nearest Katz representative or ADams 3175 in Toledo. ^AM-TV TOLEDO, OHIO Storer Broadcasting Company TOM MARKER. NAT SALES DIR . 118 E. 57th STREET. NEW YORK Represented Nationally by KATZ 26 JULY 1954 25 , *•"", • UV&* Newest Southeast Kansas — Northeast Oklahoma survey covering 1 1 county Coffeyville trade area ' 256.000 people1 reports: KCCF HAS BIG- GEST AUDIENCE IN 45 OUT OF 52 MONDAY THRU FRIDAY '4 HOUR STRIPS! i6:00 A.M. to 6:30 P.M.) KGGF with 10 KW on 690 KC delivers primary coverage to a total of 87 counties in Kansas, Oklahoma, Missouri and Arkansas. 690 KC ABC COFFEYVUU, KMMS [WEED & CO., National Representatives \<»ir developments on SPONSOR stories SOOJ '"llurk»t«T» : whal >ou can do about them*1 Issue: 31 >!•>> 1954, page 27 SllbjOC't: IA*< 4dvuorj Council take* new ttepi to reduce objectionable ads \n\ member of 4A's •juilt\ of objectionable advertising now fare- the possibility of loss of membership in the organization. Before an) agenc] charged with objectionable advertising is ex- pelled, however, the 4A's Advisor) Council will meet with agency representatives to discuss the infringement The Council will then report on the outcome of this meeting to the 1 V's Board of Directors. Following receipt of the report the Board may, if it so decides, proceed to annul membership of the offending agency. The \d\isorx Council i- composed of all former chairmen of the board and presidents of the association who are connected with member agencies and the current chairman. \" .%« c* ** Gao&uufe to- Match the MasJzei Represented Nationally by CBS Radio and Television Spol Sales WBT-WBTV CHARLOTTE, N. C. The Radio TV Services of the Jeffeison Standard Life Insurance Compcny The signs of Charlotte are signs of a market bigger by far than city population indicates. Take air traffic, for example: In air passengers per thousand population, Charlotte ranks fourth in the nation, surpassed only by Miami, Dallas and Atlanta — surpassing such air travel centers as Washington, Kansas City and San Francisco-Oakland. Charlotte's bulging, pre-war air terminal gives way to a plush, new $1,500,000 terminal building due for dedication this spring. Such busy-ness cannot be accounted for alone by the fact that there is no rival commercial airport for 60 miles in any direction but only by the additional fact that this 60-mile area is densely populated with prosperous people who depend upon Charlotte for air travel and myriad other services, including — — Radio and television. Charlotte's great area stations, WBT and WBTV unite hundreds of populous textile communities into one integrated market ranking in the first 25 markets of the nation. J 26 JULY 1954 ^> HOW FEAR PUNISHES RADIO AND TELEVISION The finger painting shown here was drawn by a frightened person undergoing psychological therapy. Psychologists had the patient make the finger painting to help them analyze his inner fears. This "projective'' psychological technique and other psychological tests, coupled with depth interviewing, haw now been appHed to admen. Result? It has been discovered they are often motivated by fear. According to psychologists Like Dr. Ernesl Dichter, Eeai penalizes radio and television in two ways: 1. It pi rpi lnah -x tin media stains quo. Air tm 'Ha are newer, harder to use, intangible. Adman's fear makes him waul to deal with the old, the easy aiid the tangible like newspapers and maga 2. It perpetuates 'he program status quo. Because of high cost of failure, adman often spends his time trying to copy format of sue- cessful slum -in commercial — instead of uncovering basic appeals. "Fear," says Dr. Dichter, "results in imitative use of media." Ire W afraid ? Studies show fear plays major role in media selection. Here's what top agency heads think by Ray Lapica J. he psychologists say: • If you're not driven by fear — at least part of the time — you won't read this. • If you are, you'll not only read it, but you'll disagree — vehementlj . For the secure adman, whether agen- cy or client, accepts the fact that fear plays a vital role in all functions of life, including advertising, whereas the insecure ones show the typical signs of "escape." And these are to argue as follows : 1. "Your findings apply to others, but not to me." 2. "Your analysis is incorrect." 3. "Yes, but—." At least that is what psychologists like Dr. Ernest Dichter say. Working separately, at different times and in different places, both Dr. Dichter and sponsor uncovered some startling psychological facts about how admen select the media they do. Dr. Dichter heads his own Institute for Research in Mass Motivations, Cro- ton, N. Y. SPONSOR'S findings were uncovered during the course of its two- year All-Media Evaluation Study. (The last of the 26 articles was published 28 June 1954; all 26 are now being reprinted in book form. You may re- serve a copy by writing direct to SPON- SOR. The price is $4.) The basic finding was this: Lnable to measure advertising's results, the average advertising man — afraid of failure and worried about job security controversy 26 JULY 1954 31 mm y / Dr. Ernest Dichtcr Presidi e Insl itute for Ee- Bearch in Mass Motivations, I'r. Dich- ter is known ;is ;i pioneei in use of depth interview a new approach to mi r.M .1 n-li. Ho holds a il reputation as the solver of intricate problems for industry, advertising and civic groups. — frequently resort? to "crutches" or stratagems t<> do his thinking for him. \iiil these, according to Dr. Dichter, are: Reliance on cost-per-1,000, the drive toward mass coverage, making campaigns fit the budget, selling "pres- tige" instead of products for the cli- ii 1 1 and for oneself, depending on some Mutational aspect of the product to sell it, a firm belief in the effectiveness of ■ju-t keep drumming'1 and practicing expediency or following the leader. SPONSOR, nil the other hand, discov- ered ill, it five conscious or subcon- scious factors often influence admen in choosing media. None has anything t.i do with selling the product. These are: the adman's background, bis job -<-uiit\ "i insecurity, bis personal bias, In- desire t<> impress and his and tile de-ire to gel new hu-i- ne--. Both studies Dr. Dichter's and sponsor's involved interviews with Mime 2iiii persons each. Dr. Dichter's were depth inten iews. When the findings of both studies DO YOU BUY MEDIA FROM FEAR? SPONSOR found in its 2-ycar All-Media Evaluation Study that five conscious or subconscious factors often influence admen in choosing media. None has anything to do with selling product: 1. Adman's background. Ee tends to stick with what lie knows best. 2. Jul, security. Insecure adman takes no chances, follows leader. !i. Personal bias. Adman who hates commercials may boycott air media. I. Drxm to iwi/i/V'N.v. Adman may plan big splash just to get attention. .». Desin /<< ;/< t neu business. A.gency may do same to win aen clients. Dr. Ernest Dichter found ogencymen are often driven by fear and insecurity because they can't measure exact results of advertising. As result they fall back on these substitutes for creative thinking: 1. Drivi toward mass coverage. "If you shout loud enough, Bomeone is bound to hear." 2. " Unitcirculation-cost" concept (cost-per-M). Buy the cheapest. Make your competitor outspend you. 3. Male campaigns fit budget instead of accomplish specific objecth 4. Sell "prestige" instead of products for client, as well as self. .1. Depend on some sensational aspect of product to sell it. Look for "seals of approval" from media giving them. 6. "Just keep drumming." The mathematical concept of repetition. Depend on size and frequency to get your message across. 7. Expediency: Stick to a successful combination. Follow the crowd. Please dealer and let HIM sell the goods. Don't risk a new medium. For complete analysis, see "III. Psychology of Media: Why admen buy what thi >i do," sponsor, 3 May li)."4. were published in "III. Psychology of media — why admen buy what they do," sponsor, 3 May 1954, they aroused more interest than any other single article of the 26-part media se- ries. The American Weekly asked for The 26 articles comprising SPONSOR'S All- Media Evaluation Study will appear shortly in book form. You may reserve your copy now by writing to SPONSOR, 40 East 49 St., N. Y. 17. 32 permission to reprint it for its em- ployees. A direct mail organization wanted copies to send to all its mem- bers. A radio station asked for re- prints to be mailed to each of its spon- sor prospects. As comments poured in, sponsor decided to send copies to leading agen- cy executives and ask them. "What do YOl think?" This article is their an- swer. Of the 24 agency executives polled, only five disagreed with the basic findings: most of the others agreed in whole or in part. Of those who disagreed, one called the article "dangerous." One said he had been counting numbers too long to start "nursing at the breast of Mother Dich- ter." One described advertising's "cur- rent flirtation with modern psychol- ogy" as a trend. And still another pointed to the growth of all media as refutation of the finding that radio and u were being penalized. In this article you'll find not onlj their views in detail but also Dr. Dich- ter's answer and finally the opinions of i Please turn to page 78 | SPONSOR DOES F-E-A-R INFLUENCE MEDIA DECISIONS? Some agency executives disputed psychological findings indicating irrational factors like tear affect media decisions, but most agreed. Here are some sample quotes from SPONSOR survey YES .1 ami's ill. Cecil, president, Cecil & Presbrey: "I find Dr. Dichter's views provocative and interesting. I think most old hands in advertising will agree that an imaginative approach to media buy- ing is highly productive and that ineffi- ciency lurks in the adoption of a con- ventional and traditional approach. Me- dia buying can be creative and should be creative. The more creative the ap- proach the more productive the adver- tising, whether it is media or copy." Fairfax ill. Cone, president, Foote, Cone & Beiding: "I don't think I have any disagreement with Ernest Dichter's findings. ... I am assuming that when Ernest says often, he means sometimes. And that when he says agencymen, he means advertising people generally. . . . To be sure, there is a great deal of tra- dition in the buying of media. There are also fads and fancies. But if most me- dia men are anything like our own, they are a pretty objective crew." Leo Burnett, president, Leo Burnett Co.: "I am not silly enough to argue Ernie Dichter's points. My own approach to advertising, including media, is very simple. It starts with an idea. If possi- ble, it should be an idea that will cause people to talk over the back fence. . . . (Then) one is forced to look at the bud- get. (Finally media) selection revolves around experience, common sense, facts . . . other things which are supposed to add up to good judgment." Marlon Harper Jr., president, McCann-Erickson: "There are certainly many fortuitous and accidental factors which shape advertising decisions apart from the rulebook, and even apart from unconscious motivations like fear or in- security. To the extent that we recognize the existence of these non-rational in- fluences on our own thinking, I think it becomes more nearly possible for us to select media objectively and wisely." Edward H. Weiss, president, Weiss & Geller: "The reluctance of some ad- vertisers to accept the relatively novel idea of using motivation research as a practical means of improving advertising will be overcome, we believe, as the realization spreads that most advertising activities . . . can be defined in terms of human feelings. That is why we have been able to successfully apply our knowledge of human motivations beyond copy to media. . . ." NO Henrtl Sehaehte. senior v.p., Bryan Houston: "The third article on media psychology is, I think, dangerous. . . . I am not pretending that media buying is perfect or unbiased. But I certainly will never agree that it's as dark as you make it. If it were as unreasoned and ill-planned as you indicate, how could advertising have become the most effec- tive means yet devised to move goods? So, please don't make media buying sound so haphazard — because it isn't." William R. Baker Jr., board chairman, Benton & Bowles: "Both SPON- SOR and Dr. Dichter overlook an im- portant fact in modern advertising prac- tice. Today's successful advertiser and his agent have outgrown 'decision by whim and caprice' — and learned to di- lute even subconscious domination by any one person. Decisions are usually made these days by groups, not indi- viduals. . . . There is little chance for individual bias to control their decisions." Harry Sehnelderman. president, Harry Schneiderman, Inc.: "I want to ask if Dr. Dichter's thesis that all will be well if admen begin to use the tech- niques of psychiatry may not replace one dogma with another. I do not mean to belittle the enormous contributions to human happiness made by psychiatry since Freud, nor do I mean to deny the value the use of all the social sciences may have for advertising. . . . (But) how valid are these techniques?" Warner S. Shelf;/, president, N. W. Ayer & Son: "It is quite possible . . . to follow a trend too far. Only recently the trend was to advertising research of a mathematical nature. . . . Your article about Dr. Dichter's work strips some of the glamor from mathematical research and reminds us that we are dealing with real people, rather than numbers. How- ever, advertising's current flirtation with modern psychology is also a trend." Shertvood Dodge, v.p., Foote, Cone & Beiding: "You can go too far on the psychology of media. It has to be re- garded as just one more yardstick, to be used jointly with circulation and audi- ence figures of all kinds, instead of re- placing them. As for the fear element, fear is a part of human nature, and I don't suppose it can be entirely re- moved from any phase of life but I disagree that it influences media se- lection to the extent you implied." 26 JULY 19J4 33 Vet work radio because . . . 1. [i gets our message across with i " We need this fre- quenej in order to liit prospects ;ii the crucial time of their shorl pi riodic interesl in our " product." It enables us to reach a large audience at a relatively low cost. ::. li smooths the sales path Eor our agents by helping to make the company name readily known. I It allows local identification of our individual agents through station cut-ins on the network show. Since we encourage listeners to "See your State Farm agent,'-' such a tie-in is of inestimable value to us. Net radio helps build (he State Farm name : reading auto insurance company puts 30% of its budget in radio ^\ |iio-|jc( ti\e customer has a mo- tivating interest in State Farm Mu- tual- "product" onl\ one month a year. Bui State Farm make- sure that it -tiikc- several times while the in- teresl is hot I In product: auto insurance. The striking medium: network ra- ilio. which gets nearl) one-third — or 1300,000 of State Farm's total ad budget. Though the compan) puts the res! ol it- - mi. m $950,000 ad outlay into magazines, it depends on radio to gel it- message across with the "greal Frequem \ '" it needs in order to reach the ever-changing bal hes of "eligible" customers at the i ighl time. \uto in-iii. in. e i- generally pur- chased or renewed annually. The Nat. I ii in Mutual Automobile Insurance of Bloomington, III., ha- found 34 that a car owner's interest in insurance i- most apt to blossom around his own renewal time and the interest span, the compan] estimates, is about 30 days. In the course of these 30 days a car owner ha- ample opportunity to he ex- posed to State Farm's message. If he doesn't hear it on Cecil Brown's news commentary program over the Mutual network on Sunda\ hctween 5:50 and 6:00 p.m., he maj catch it on Jack Brickhouse's -ports show on the same web Saturday 5:45-55 p.m. State 1 arm sponsors both of these 10-minute programs each week, each ..ii about 185 \1I'>S station-. The coin- case history pain chose the programs with the aim of reaching a primarily male audience, based on its knowledge that men make the decision in buying automobile in- surance. \ll State Farm's media decisions are made with the aid of the company's advertising agency, Needham, Loui- 8 Brorby of Chicago. William H. Ohlc a vice president of the agency, is count executh e. Ke\ executives at State Farm Mu- tual who ha\e most to do with the firm's advertising efforts arc: \dlai H. Rust, president of State Farm Mutual and chief executive of all three companies (auto, life. fire). Thomas ('. MorrilL vice president of State Kami Mutual and exei utive in charge of national advertising and public relation- clTorts of the firm. SPONSOR A. W. Tompkins, agenc) vice pres- ident of the State Farm Insurance Companies; he is the firm's chief sales executive, guiding the activities of State Farm's more than 7.001) agent>. State Farm has been enjoying a boom since the end of World War II. Safety responsibility laws passed l»\ mam states since the war. making it advisable for auto owners to be ade- quateh insured, have heen a factor in this prosperity. Sales grew from a premium volume in 1949 of $86,000,- 000 to a volume in 1052 of $141,000,- 000. Between 1952 and 1953. sales leaped ahead by $50 million, bringing the firms income in 1953 to a high of $191.000,000—a gain of 35% in vol- ume over the previous year. The $50 million increase alone was almost twice the company's total premiums back in 1942. And this year's sales, according to State Farm spokesman, R. D. Bischoff. are running ahead of 1953, reflecting the firm's constantly accelerating growth rate. In fact the company s main problem right now, says Bischoff. is to build and staff administrative of- fices fast enough to handle burgeon- ing sales. State Farm has 7,000 local agents in the U.S. and in Ontario. Canada; eight regional offices and 315 claim offices. It boasts over three million pol- icyholders and states that it insures one out of every 14 passenger cars in its entire operating area. This area State Farm aims message primarily at male audience. Firm uses two 10-minute programs each weekend on MBS: Cecil Brown (above) news commentary, plus sportscast by Jack Brickhouse covers all of the U.S. with the excep- tion of New York, New Jersey and the New England states. ( All figures here apply to State Farm's auto insurance company only, not to the Life and Fire divisions. The auto insurance is the parent company and the one on which consumer advertising emphasis is placed. I What part has advertising played in State Farms almost explosive growth? To put this question in its proper per- spective, Bischoff explains that insur- ance is not sold directly by advertis- ing; it is sold by individual agents af- ter a thoughtful approach and a per- sistent sales effort. Therefore the pri- mal) purpose of the advertising is to make the State Farm name readily known and to smooth the agent's path bj eliminating the need for him to identifj himself. Association with a well-known company is generally iden- tification enough. The firms over-all advertising ob- jectives are threefold: 1. To conserve the present business. In the insurance business, the initial sale is merelv the first step. It is also necessary to keep the insured sold on the value of his protection and his company. This is a continuing battle. 2. To stimulate and encourage the l Please turn to page 96) KEY EXECUTIVES CLOSE TO FIRM'S ADVERTISING EFFORTS ARE (L. TO R.) A. H. RUST, T. C. MORRILL, A. W. TOMPKINS 26 JULY 1954 35 AGENCIES USING GROUP APPROACH DIVIDE MEDIA BUYERS LIKE B&B TIMEBUYERS ABOVE INTO THREE OR MORE ACCOUNT UNITS TIME BUYING Part of a series on the varied ways agencies organize air media Inning 1. The pup approach at B&B ■■ore's how If A 15 buys time: Buyers work in account groups, each headed h> all-media executives. Many top agencies now use this approach by Evelyn Konrad {jf »«\ God, man. \slial- wrong with our Media Department?" is a question thai was asked with increas- ing frequenc) l>\ top-ranking agencies short!) VI I . farter lifting of the freeze » . I asl Novembei the lA's I astei n \n- ii hi I i onferem e included a sei ies ol speet hes on media organization. Rep- resentatives "I several ol the Big 20 agent it - al thai time dis< ussed media depart men) organization within their i,w M ag< n. ies .i- well as cui renl trends in n'i amping these Bl i in tures. 111 i — general concei n w iih media or- izal bet a me « idespread .i iter 36 lifting of the freeze. \t that time it became apparent that the growth of the air media had made many views mi media department organization ob- solete. It was about two years ago that iii» ► — t major agencies began this soul-searching with a view to accom- plishing one main objective: bringing the media buyer into a position where he can function most efTectheh in ser- \ icing bis \ arious accounts. \ SPONSOR surve) >>l the top -'• ra- dio-t\ agencies shows that three main systems of organizing media depart- ments have emerged from this reval- uation ol agent j media-buying setups: the non-integrated, the semi-integrated and the integrated sj stems. 1. The non-integrated or traditional s) stem is the t\ pe of media department in which the buying functions are dis- tinctly separated bj medium. This is the organization of the media depart- ment at .1. Waller Thompson, Foote, Cone & fielding and man\ other agen- t ies. 2. In the semi-integrated media de- partment, the buyers are still separated In the media the) specialize in, hut they're assigned to account groups. These account groups, which ma) num- ber anywhere from two to five to an SPONSOR 'piiiiiiiiniiHiiiiii:!! ' iiiiiiiiiiiKiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiii TOP AGENCIES USING GROUP SYSTEM BBDO Dancer-Fitzgerald-Sample Ted Bates Leo Burnett McCann-E rick son Lrnnen & Newell Kenyon & Eckhardt Compton Cunningham & Walsh agency, are supervised by one or two all-media men. Benton & Bowles, Mc- Cann-Erickson, Leo Burnett, Kenyon & Eckhardt, Lennen & Newell as well as several other major agencies have organized their media departments along these lines during the past two years. (See box above.) 3. The integrated system is the fur- thest in evolution from the original one or more accounts. He acts, in ef- fect, as a virtually autonomous media director for these accounts. ^ oung & Rubicam is one of the few agencies among the top 20 major leaguers which is using this system. sponsor will analyze each of these systems by showing how the) operate in three agencies. Beginning helow, the first of three articles will discuss the functions of the media people with- in each system and the time or all- media buyer's scope and responsibili- ties within these systems. There is, of course, a certain degree of overlap between the three systems. During the past two years, however, a strong trend toward the semi-integrat- ed media department (the second sys- tem outlined above) has become ap- parent among the major agencies. Benton & Bowie*, as one of the leaders of the semi-integrated or "group ap- proach," furnishes a typical example of the way this particular method of organization functions. At Benton & Bowles Charles A. Pool- er is senior v.p. in charge of market- B&B TIMEBUYERS Frank Carvell Lee Currlin Donald Foote Jr. Arthur Hcmstead Bernard Kanner Helen Kowalsky Thomas Mahon William Murphy Grace Porterfield Jack Sinnott Thomas Tilson Richard Trea Sam Zitt ing and the Departments of Media, Re- search and Merchandising report to him. David P. Crane is v.p. in charge of media. Below this top level the media department is divided into three operational and one media services group. I Sec chart below.) At the head of each operational group there are an associate and an assistant media director. These men Purpose of UAH's svmi-integwttvd system is to pro- vide more individualized media planning for each account. B&B accounts are divided among three operational groups in media de- partment. They're divided not by category of accounts, but rather by workload. Within each operational group timebuyers and space- buyers are assigned one or more accounts to buy for. At the head of each of these three groups there's assistant media director and associate media director. These are all-media men. The assoc:ate media directors actually do creative media planning for their par- ticular accounts, in cooperation with account people and with the over-iil! media director and senior v.p in charge of marketing. Essen- tially, each associate media director acts as media director for an account group biiling approximately one-third of the agency's total billings. However, he has at his disposal the resources of a media services group provided by the agency's media department for its three operational media groups. Within each operational group, the timebuyers report to the assistant media director, who is also an all- media man. His and associate media director's recommendations are based directly upon market and specific media knowledge of buyers within their group. During past two years more than half of top 20 radio-tv agencies have reorganized media departments into this group system. Trend toward greater integration continues. Benton & Bowles group system 26 JULY 1954 37 lonsible foi the planning ol the media strateg) and tin- Bupen ision ..f the a< tu.il I'U \ ing on Beveral a< • c ..lllll- "\\ e di\ i « i« - the .i' i ounts into three groups bj workload," I '.i\'- < rane told sponsor. "It's no! the categorj ■ . ounl noj the amount ol billing thai determines the group t<> which a parti* ill. ii .11 count i- assigned. In oth- ei words, our three operational groups .in- di\ ided Btri< il\ foi control and administrative purposes i" give oui i In-ill- more spe< ialized attention. " Here's how this theoi \ works oui : Prioi i" the i hangeovei i" the gi oup system, onlj one man at Union \ Bowles, the media dire i"i himself, was an all-media num. I hat is. one man was responsible for making me- dia strateg) recommendations for 30 oi more accounts, with some $60 mil- lion in annual billings. In .|anuai\ I1'")-' B&B changed I" the group sys- tem. Now three as <>< iate media direi - tors and theii assistants are all-media men in charge ol planning and execut- ing media strateg) ii peration with I la> e i rane. "I a< Ii assoi iate media directoi i- ,i. tuall) acting as media director of his own group the equivalent oi an j billing about $20 million a year," Crane explained. ' \t the same time In- has at hi- disposal the research and analysis facilities of a In larger organization. The assistant media directoi is also an all-media man. but hi- functions are more supervisor) than those of the associate media director. I nder each assistant media directoi in each -pace or timebuyers and eventual!) became timebuyers or spacebu) ers themselves." Benton & Howie-' polic) i.- to train assistant and associate media directors from among the timebuyers and space- buyer- in the media department. To give them all-around media experi- ence, (Irani- began a system of inter- locking assignments some time ajio that i-. giving space assignments to a timebuyer or broadcast assignments to a spacebuyer. \\ ithin this group framework, the timebuyei - function is that of a spe- cialist in air media. Here's the work for which he is responsible on a epi- cal 13-week spot campaign: First, he jjets a market list from the client or account supervisor. This niar- i Please turn to page 98 I BAB timebuyer* make ftOO contacts* in ncifionaf 13-week coiiij*«i«ii. Here's breakdown: Kcp.v At least GO l.v.s'l dim' or assoe. ni«*di« dir. At least 3 daily nf HriHulviist analysis .1 1 It ast _■ an mini urn \ .p. in charge of media ( \ieni ■ ill campa iceounl group At h ,i Other buyers in agency At least 1 dotty Estimators «nd contract people At least 60 ftfl after campaign ^S si, 1 1 \mi people I )ii I ri ./"< nil ■ >lll COmpO In o.niiiiio ili'imrliin'iK till two months campaign Traffic At let *Thf word "contact" It iitrrt rrrr to Ml .-ns with vanmi. people, either in person oe eve- the phone: it doesn't include mail or memo* 38 SPONSOR mm k Local food chain battles the giants with radio A 60% -radio budget has built 300% sales increases for Barber's in Albuquerque Photos l» Bill Bill *g ust two years ago, radio salesmen made little impression on the thriving Albuquerque, N. M., grocery chain known as Barbers Supermarkets. But today : • Barber's spends six out of every 10 advertising dollars on either radio announcements or radio programs on four Albuquerque stations. The bal- ance of an ad budget just under $100,- 000 is spent in newspapers and other local media by the seven-store chain. • According to B. Alan Brower, the chain's advertising director, since using radio, "No month has passed without showing a substantial increase over the preceding month's volume, and no month has failed to show an increase over the corresponding month of the previous vear." Barber's executives map air strategy. L. to r.: John R. Williams, general manager; Alfred L. McLane, assistant; B. Alan Brower, ad mgr. • Barber's now competes strongh with such national and regional groc- ery giants as Safeway, Piggly Wiggly, Big Bear and Furr's. "If the present rate of growth continues," Barber's officials state, "gross sales will exceed the $10 million mark in 1955." This w ill make Barber's a "Class A" chain — no mean feat for a local firm. What caused Barber's to break with the let's-not-bother-with-radio philoso- phy held by many of the country's grocery firms? What radio formula has produced such an eye-opening pic- ture in the face of competition from local newspapers and three Albuquer- que television stations? Barber's first big test of radio came about in September of 1952 as the re- sult of a local crisis: the clerks and case history butchers in Albuquerque's grocery stores went out on strike. To keep sales rolling while a settlement was made. Barber's bought a weekend saturation announcement package on KOAT. lo- cal ABC Radio affiliate. Somewhat to Barber's surprise, although the chain had used radio briefly once before, it did the trick. Sales levels held up, strike or no strike. At this point, adman Al Brower en- tered the scene, having been hired by Barber's to supervise advertising and promotion. Brower soon made a bold move. "If radio works." he suggested, "let's use a lot more of it." Barbers executives gave Brower the green light. giiiiiiiiiiiiiiuiiiiiiiiiiiiiii!ii!nii[ii!!!iiiiiiiiiiiiiuiiiniiiiiiiiiiiii]iiiiiiiiiniiiiniiiiiuiiiiiiiiiiiiiiiiiiiiiuiii>| W eeUenu" saturation splash supplements regular shouts J. Week-long "softening" of audience is done by two daily shows on KABQ, KOAT. 2. Oh weekends, 130 radio announct nn nts in 21 ■_■ days ar< used on four outlets, tie in with print ads. | 3. Of total budget, about 60', goes to radio. Balance tints to print . promotions. 4. Extensive use is made of both co-op funds and | co-op radio aids. About 25% I of ad spending is co-op. Iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiin iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiinnii^ The weekend saturation announce- ment schedules were expanded in June 1953 to include Albuquerque's other three network affiliates: KABQ (MBS), KGGM (CBS) and KOB (NBC). Store managers began to report that the radio drives were having a notice- able effect in boosting weekend sales — an important shopping period in a city which has a large Air Force and gov- ernment population, in addition to tourists and ranchers from the sur- rounding counties. But still Brower wasn't completely happy. Some form of pre-selling, he felt, was needed to "soften up" the city's housewives and homemakers be- fore he fired off his weekend spot bombardment. In August 1953 Bar- ber's moved into radio programing i Please I urn to page 101) 26 JULY 1954 39 10 ways to put more sell in yoi by Irving Settel gi requentl) television advertisers are more concerned wiili improving program ratings than with improving the "ratings" "I theii sales messages. I lii- i- unfortunate. Ever) businessman knows thai the value of the dollars spent on television is onl) .1- good .1- the resulting ring oJ 1 ash r< - ist< 1 - in retail stores. I rom .1 practical (mint of view, program ratings are important. Program content and resulting audience listen- ership determine the number "I potential persons sub- ted t" tin' sales message. However, what happens .it the poinl ol "now here's .1 message from oui sponsor?" This question i- dramaticall) answered b) results of a recent stud) which indicated that, In television areas, con- suraption oi wain increases substantial!) during "com- mercial time periods." In oilier words, we arc losing highlj rated program audiences /"/ poorly rated coin- ids'. Willi these Eacts in mind, obvious questions arise. How can we gel more viewers to watch our commercials? How '.in we gel them to remember our sales messages? Mow can we gel them to bu) our products? Here are l<» simple "common sense" principles which ma) help you to arrive at successful conclusions. I've developed these .1- .1 resull of a stud) I did at Pace College. I had a panel of 5 I -indents analyze about 400 commer- cials. Reactions ol the students together with m\ own conclusions are the Foundation For the points below. It is to I"- remembered thai these are nol "tricks" bul practical i\ techniques which have been tried and proven effective. Irving Settel: he doubles in brass as New York tv adman, college educator author Settel lives n busj and t\ filled life. He is Tv Sales Promotion Consultant for such firm-, as Du Mont T\ Network, Peck Adver tisinj : s, [no. At the same he i- :m instructor ;>t k's Pace College, »rll known bus where he tv course. • Creator of A B( ' TV '- • • \\ In. 'a the Boss, ' ' he is " T\ Advertising .v Production Haudl k" and ' ' ["op Tv Shows of tin \Y:ir.' * uhlished by H:i*tir . 1. Demonstrate wherever possible One of the most effective television techniques is demon- stration. It i- almost unbelievable how mam current t\ advertisers ignore this obvious principle. Psychologists indicate thai people are more likel) to watch and remem- ber claim- ol product performance if thej see that per- formance demonstrated and proved. A good rule to re- membei then, is to describe . . . and demonstrate e\er\ sales claim made in the cop) . 2. Correlate audio with video \n appeal to the eye a- well as the ear creates a double sensory impression. Television commercials are most effec- tive when sound and sight are coordinated into a single dynamic message. Television's mosl significant sales asset is its ability to combine sight plus sound in a commercial message. The advertise] who neglects appeal to one sense and concen- trate- onl) on the other i- missing oul on tv's most power- ful persuasive force. 2. Keep commercials simple ggg § 2 5 40 One of the most common error- in the making of televi- sion commercials i- to take the "slam-bang" approach. Frequently, one-minute commercials become virtual "pro- ductions" with everything in hut "the kitchen -ink. lhis concept i- a sure wa) of driving \ grasp the -ale- points. \ simple commercial with a lim- ited number of elements and presentations will increase listenership and "recall" of -ale- points. SPONSOR commercials Tips based on study of 100 commercials give you some basic do's and don'ls 4. Repeat and repeat and repeat The well known after-dinner speaker's lot inula to "tell 'em what you're going to say, say it, and then tell 'em what you've said' is a good rule of thumb in television. Re- membrance can be increased substantial!) In recapitulat- ing and summarizing the sales points. 5- Avoid trick devices There is an overwhelming temptation among producers to use trick shots, montages and the hundreds of other spe- cial television effects available. Frequentl; . these are forced and misused and there is the inevitable lo s of recall quality so necessarv to effective selling. 6. Use appropriate salespeople Compatibilit) with the product must be your announc- er's most important characteristic. He or she must look the part, feel the part, act the part of the product repre- sentative. The over-all feeling of sincerity should prevail at all times. The "pitchman" attitude is suitable only to a limited number of products. 7. Use appropriate testimonials If )our commercial calls for the use of testimonials, try to select "real" people. There is nothing more disconcert- ing to an audience than to view a glamorous actress taking the part of a typical housewife. To represent "average" people, use "average" looking actors with sincerity, not beauty as the most important attribute. 8. Avoid distracting presentations In printed advertising, the "eternal" female frequently supersedes the product itself. I lii- can be disastrous on television. Scantily clad models lake attention away from the product being -"Id. When a photogenic model i- used to show product, she should be Fully clothed so that there will be little or no distractions from tin- -air- message. 9. Use authentic settings Set \niir stage for the commercial as authentically as possible. Housewives should be in the kid lim. business- men in an office. Every background element should eon- tribute lo the sales impression which the commercial is lr\ ins to make. 10. Sell the "sizzle not the steak" tfirfwtK More than ever on television. Elmer Wheeler's famous slogan becomes important. Food products are particularly subject to this tvpe of selling. Show the foods in such a way that they look "good enough to eat." Wherever pos- sible, show them being made, being eaten in enjoyment. Favorable sensorv impressions of a product make the viewer feel that he can "almost smell them cooking." I his is what sells merchandise. // is possible to increase the effectiveness of your television commercials with creative thinking and intelligent application of simple sellinu techniques. The 10 principles mentioned above will not automatically produce perfect commercials. However, adherence to these principles plus common sense will raise the performance levels of the sales messages and eventually sell more merchandise over the counter. * * * 26 JULY 1954 41 Ford dealer in Wilkes-Barre reeentlj sold 32 used cars as a result of weekly news show cost : $148 total on WBRE-TV, Ch. 28. I iustomers saw show as Ear as 7<> miles away Single minute announce- ment on WKXX-TV. Ch. •">" in Saginaw-Bay city. Mich., sold $2,364 worth ul' "Television Rockers" at a cost to the furniture dealer <>f $S How well can iilil sell ? In many markets the only television is uhf. but even in mixed \ hi -n lit areas advertisers on uhf lia\e g€>tten 30-to-l sales returns The case histories in this report indicate just hou effective your ti advertising < an be on ///// telex ision stations. They give tangible evi- dence oj success l>\ mam i dried 1 1 pes oj sponsoi s. \e •./ issue a ill contain n report on the present-da1) status oj uhf, including data <>n numbet ul stations, conversion figures, />/»<■ oj competition, mm Lei sizes. J n recent weeks headlines out of \\ u-hington have painted an often- dreary picture of ultra-high-frequenc) tele\ ision. \dnien exposed to these stories about uhf problems often wind up with this impression: I hf is itself the problem. But the real problem which faces uhfers and the one which concern- admen the most is actually nol one of "frequencj " or "conversion" or "pic- ture quality." \- stations themselves see it, uhf's biggest beadache toda> centers around the sort "I competitive situation in which uhf station opera- tors End themselves. How uhf stations solve competitive problems within their markets, if they face them, is often the key to that stations useful- ness in a tv station lineup. As far as advertisers and agencies are concerned, the present hassle over uhf can be boiled down to just four main point-: Point One: There- nothing "wrong" with uhf as a medium of tv transmis- sion. It has its own special character- istics. Some are good; some are bad. It i- more limited in it- range than vhf. in most cases. In intermixed mar- kets viewers must often be persuaded to convert their set- to pick up uhf. Bui uhf i- jus! as much "television' ..- ,- vhf. Point Two: \- an ad manager or 42 SPONSOR timebuyer you're on shaky grounds when you make any sweeping "don't buy*' rules ahout uhf. According to the FCC, eventual!) some 20,00(1.0(1(1 people will look to uhf as their onh form of tv. You can't even generalize about uhf in intermixed situations. Too many uhf stations are winning their uphill battle for audiences and high conversion rates in the face of stiff vhf competition. Point Three: lou have a bigger stake in uhf than \ou think. Statistics show that competitive tv markets near- ly always show a lower cost-per-1,000 tv homes for advertisers than do non- competitive markets. Uhf is still the only way by which the time-clearance logjam in one-station vhf markets can be broken. Point Four: Few uhf operators want special favors or expect advertising charity. But they do ask to be exam- ined on their own merits. The national advertiser who fails to examine the uhf-only and uhf-vhf markets one at a time is taking a chance, the tv broad- casters in the upper spectrum say, on missing a good tv time slot or a good '"growth opportunity." This is not an idle broadside on the part of uhf operators hankering for tv business. Uhf stations feel they are in a good position to help advertisers like the ones described below: • The lately arrived network adver- tiser who has had to take some bad time slots on jam-packed vhf outlets in what used to be big one-station mar- kets. Advertisers will often find that their network tv ratings in these markets, due to the fact that they are on the air in margin slots because of general crowding of network shows, are barely as good as the national av- erage rating. Sometimes they are sev- eral notches below the national level. Uhf stations in these intermixed mar- kets can sometimes offer time slots with a better audience potential — and at lower cost. • The national spot advertiser who wants to establish good franchise slots. It was the willingness to pioneer, back in 1948 and 1949, that enabled adver- tisers like Bulova, Benrus, General Foods and the cigarette companies to move in on nighttime Class A tv spot periods and stay there. As network programs next to these slots grew in (Please turn to page 94) UHF STATiOJV RESULTS Winston-Salem, IS. C. (WTOB-TV; Ch, 26): Twin City Pack- ing Co. bought a 15-minutc segment of locally produced tv barn dance show, "Hoedown Party," opposite CBS TV's "Jackie Gleason." Show boosted sausage sales 60%, over-all sales 30%. No other advertising was used. Vp rp 9p Wilkes-Barre, Pa. (W1LK-TV; Ch. 34): This outlet, one of two uhf outlets in city, does strong local program job in addition to ABC TV, DTN service. Grant Tool Co. averages 150 orders for Gay Blade per announcement. Popular "Carousel" show sold 1,000 pairs of socks in one week for Hub store. Tv drive for "The Robe" brought second biggest day's gross in local Paramount theatre's history. ¥ # Columbia, S. C. (WCOS-TV; Ch. 25): This ABC TV affiliate competes with both a uhf ami a vhf station in its area, but has racked up some good sales results. Last winter, one spot announcement for Hillman's Sporting Goods store sold 18 English bicycles at $64.95 apiece. Winter business for the firm was generally 10% higher. Hillman's now rates uhf over newspaper, direct mail media. *& v *p Baton Rouge, La. (W AFB-TV; Ch. 28): Although market is due to become intermixed in September, uhf outlet has had a good chance to establish itself, build an audience. Local Admiral dealer used a full-page ad in local paper, sold one range. Then, he tried one five-minute show on WAFB-TV, sold 14 ranges. Dalton's Department store used one live minute spot, promptly sold 400 dozen sets of glassware to uhf viewers. Kean's Laundry sponsors filmed "I Led 3 Lives," soon rolled up 20% increase in fur storage business. * * Muncie, Ind. (WLBCTV; Ch. 49): Station serves over 71,000 uhf homes in its market, is affiliated with all four networks, says ''there's nothing wrong with uhf technically." Uptown Tire Sales, sponsor of late news show, showed third highest percentage of increase in sales of Armstrong tires in entire U.S. Chevrolet dealer sold six new cars as the result of one 1 5-minute d. j. telecast. 26 JULY 1954 43 notaries on the air Television demons! rail ions help bring baby industry into $72 million amiiinllv elnss within a year #n the lil ill centurj V.D. Hungarians rode meal —« ► i t under the saddle. ( u I i - narj refinements progressed until L8th ( mini \ I- 1. in e w hen one hel claimed the onl) was to cook an egg was to place ii inside a pigeon, put the pigeon inside a duck, the duck inside a pig. the pig inside an ox, roasl the ox slow- l\ on a spit, throw awaj the ox, pig. duck and pigeon I ill mmm, l><>\ what an e During the pasl two years rotisserie manufacturers have been using televi- sion to persuade American housewives thai ll nl\ \\.i\ to make an egg, duck, cutlet, or even pit-, for that mat- ter, i- on one "I the mam brands of 1 1 ii--. 1 1 ts i in rentl) flooding the I nit- ed States 11 arket. Rotisseries had been sold earlier than two years ago. Some pioneer broiler manufacturers sa) as long as 15 years ago. But il was no! until L953, when Broil-Quik and Roto-Broil Look their stor) to television, thai housewives in large numbers realized round-up the rotisserie is an electronic wonder the) cm mi do without. Ihis sudden fad in electrical home appliances rep- resented a national broiler sales jump from $7,200,000 in 1951 to $13,172,- 000 iii 1952. The big jump was in L953 lu S72. 1 million. I Figures from Electrical Merchandising, January 1954.) The two leaders in the broiler field, Peerless Electric (manufacturers of Broil-Quik) and Roto-Broil Corp. of America (manufacturers of Roto- Broil) <-all their products "television babies. According to industry sources Broil- Quik and Roto-Broil together account for over 609* of total national rotis- serie sales. Nine other elei tri< appli- ance manufacturers produce broiler- rotisseries, bul none of these promotes rotisseries with either the aggressive- ness or the budget of the two indepen- dents who're the giants in this field. Here. then, is how these two rotis- serie giants (Broil-Quik and Roto- Roto-Broils locally placed cooki.ng show, "Roto Magician," sells housewives on versatility of firm's electronic cooking appliance. Lester Morris, star of this 15-minute film show, gives in-store demon- strations, as shown below, in major markets where film series is telecast Broil) made America rotisserie-con- scious. Broil-^tiik was introduced 1>\ Peer- less Electric in January 1951. Until 1952, however, advertising was mostly local newspaper advertising in New York, Broil-Quik's first and major market. Despite the modest advertis- ing effort through Zlowe Agency un- til 1953. the firm claims to have grossed $2 million in 1951 — then, as result of expanded distribution, $4 million in 1952. When Broil-Quik entered production in 1950, the firm had only three com- petitors in the infra-red broiler line. B\ 1953, some 10 other firms had en- tered the field — one of them, Roto- Broil Corp. of America, which had a particularly aggressive advertising pro- gram. To hold its Number One sales position against the increased compe- tition, Broil-Quik stepped up its own advertising. Broil-Quik"s budget for 1953 was $500,000. In the beginning of the year Max Steinbook, Broil-Quik's pres- ident and advertising strategist, leaned heavily toward full-color page ads in such national magazines as Saturday Evening Post, Good Housekeeping. La- Ik rotisserie business: a quick look at its history and advertising fft.vfori/: A step-child of the electrical appliance industrj for 15 years, rotisseries began showing sales -^t iii l<-< in 1931 and 1952 as a resull of nu gressive advertising on tin pari of newcomers Broil-Quik and Roto Broil. I'.ntli linns li^lit out New Yoik, country's most lucrative rotisserie market. /lfli"<»r 1 I Markets covered '.77 2.1 r. DUA olufiL Post-freeze cp's granted (ex- cluding 30 educational grants; 18 Juh '54) Grantees on air r,r, 1 27.1 Tv homes in I . S. i 1 June •54) 30,411,0009 I >". homes with tv sets (1 I unc "54) 64% •Both new rp'i and nations tolnc on the air listed here are those which occurred between 1 Juli and itlom aro HOildarad ... tie on the air when commercial operation starts. "Power of c.p.'i It that recorded tr. I i < .» the number of sets In market, srl as being from SBC Rcjaarch, conillti of estimates from the nations or reps and muii be deemed approximate. IDaia from NBC Research and Planning Percentages on homes with sets and homes In tr coverage areas are considered approximate. Ilo 48 mott cues, the representative of ■ radio station which Is granted a c.p alto representi the | »t operation SI ore at presitlme it i> generally too early to ronflnn f represematicr * Krantees. SPONSOR ii ■• thi rep( ol ihe ra»l ■ hem kiwi mi u grant t NKA No flcuref arailable «t presstime on seta in mat 17% li number Includi SKVOO Tu SPONSOR Tricks like this are sure-fire. They lift TV audiences right out of their seats — especially when spotted in "live" shows. Easy to produce, too — entertainment or commercial — when you USE EASTMAN FILM. For complete information — what film to use, latest processing technics — write to: Motion Picture Film Department EASTMAN KODAK COMPANY Rochester 4, N. Y. tt 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, California 7* i Agents for the distribution and sale of Eastman Professional Motion Picture Films: W. J. GERMAN, INC. Fort Lee, N. J., Chicago, III., Hollywood, California HERE'S A TIP. Do it in COLOR. Chances are, you'll be needing it. His viewers think he's the SMARTEST MAN IN SAN FRANCISCO (his local sponsors think jhey are!) Time isn't always available on "William Winter and the News," San Francisco's longest continuously-sponsored program (one segment by the same sponsor for over five years). As this is written, it is, and it's worth checking for William Winter means sure-fire penetration of Northern California. Consistently among the top ten multi-weekly TV programs since 1952 (something no other local origination can boast), "William Winter and the News," with Winter's startlingly accurate analysis of world and national events, has an almost fanatically loyal and responsive audience of thinking Californians. Ask your Katz man about this "open Sesame" to sales. SAN FRANCISCO, CALIF. affiliated with CBS and DuMont Television Networks represented by the Kati Agency 50 SPONSOR Illllllll Illlllllllllllllllllllll!llllllll!lllll!l!l!illlilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllim Illlllllllllll ill! IIIIIIIIWI Illllllll llllllllllllllllllllli:illlllllllllllllllllllllillllllllllllllllllll!IIIIIIIIIIIIIIIIIH'!j | Tv film shows recently made available for syndication Programs issued since March 7 954. Next chart will appear 23 August Il!IIUIIIIIIIIIIIIII!lllllllllllll!llllllllllll!!lllll!!llll!IIIH Show name Syndicates Producer Length No. in series Show name Syndicator Producer Length No. in serial ADVENTURE Jet Jackson, Fly- Screen Gems ing Commando*) Screen Gems Rin Tin Tin' Screen Gems Screen Gems Stories of the Hollywood Tv Studio City Tv 30 min. Century Service Prod. CHILDREN'S Playtime with Jerry Bartell 15 min. The Amazing Talei Interstate Tv of Hans Chris- tian Andersen Sterling Jerry Bartell Natl. Telefilm Natl. Comics Interstate Tv 30 min 30 min. 15 min. COMEDY Meet Corliss Archer* Meet the O'Briens Official The Little Rascals Interstate Stuart Reynolds 30 min. 20 min. 10 min. DOCUMENTARY Impact Tenth of a Nation Essex Films Natl. Telefilms Herbert Breg- stein Where Were You? UTP American News- 15 min. reel Bing Crosby DRAMA. MYSTERY Douglas Falrbanki Interstate Tv Presents Fabian of Scotlanc Telefilm Yard Man Behind the MCA Badge Mayor of the UTP Town' Paris Precinct MPTv Dougfair Prod. 30 min. Trinity Prod. 30 min. Procktor 30 min. Sherlock Holmes MPTv Tales of Tomorrow TeeVce The Eddie Cantor Ziv Theatre Gross- Krasne 30 min Etoile Frod. 30 min Sheldon Reynolds 30 min G. Foley 30 min Ziv 30 min Interstate Tv 30 min The Ethel Barry- Interstate Tv Interstate Tv more Theatre The Falcon NBC TV Film Federal Telefilm! 30 min. The Heart of Jul- MPTv let Jones Charles Irving 30 min. The Lone Wolf United Tv Pro- Gross- Krasne 3u mm. grams The Star and the Official 4-Star Prod. 30 min. Storyi The Whistlen CBS TV Film Leslie Parsons 30 min. Vltapix Feature Vitaplx Theatre Princess Picture! 5.3 min. 65-80 min. United Tv Pro- Roland Reed grams 30 min. 26 26 52 168 26 39 I0O 39 39 26 39 39 26 39 13 39 26 39 39 39 26 EDUCATIONAL This is Charles Laughton Walt's Workshop Reid Ray Gregory- Harris 15 min. Reld Ray 30 min. HILLBILLY Juniper Junction, Essex Films Fotovox 30 min. 26 U.S.A. Town & Country Official Films Byron Prod. 30 min. Timea MUSIC Florlan ZaBach Guild Films Show> Frankle Laine Show i Horace Heldt Show' Nickelodeon Series Guild Films Guild Films Guild Films Consolidated Tv Geo. Bagnall Geo. Bagnall 30 min. The Guy Lombardo MCA Show This Is Your Mum. MCA NEWS Adventures in the News Sterling SPORTS Great Guys and United World Zach Baym Goats Jalopy Races from HarrlScope Hollywood Post Time, U.S.A. Tel Ra Sports Mirror Geo. Bagnall The Big Playback" Screen Gems HarriScope This Week in Sports INS VARIETY Date with a Star' Consolidated Tv Geo. Bagnall 15 min. Movie Museum Sterling Blograph 15 min. WOMEN'S Kling Studios Kling Studios 30 min. 26 Tel Ra 15 min. 52 Wickham Films 15 min. 26 Screen Gems 15 min. 26 Telenews Hearst- 15 min. 52 Metrotone 26 26 •Sold to Bhelngold Hi California. N. Y. C. New Haven and Blnghamton. Other markets available for sale to local spom - I to Pacific Telephone n Call o Washington and ^Oregon Other markets available to local si ors. «ATallable in color. .Available I 3. - ■•■> markets Bes avail. spoors Vhe VVanler Co .Chicago (Ovalllne) is sponsoring the show nationally under the title. "Captain Midnight." A separate series ,s ava.lable for local SI the markets not covered by Ovalllne. SPONSOR invites all tv film syndicatora to send information on new 26 JULY 1954 (See film notes, page 56) 51 ,ot» ZIV'S NEW $Al£$ C Hollywood's Dynamic DAVID BRIAN in the powerful role of W m 4&**n& ' THE B E H I N D - T H E ^MYSTERY on the air is practically .4IHJJ.il, EE OF HAVE YOU SEEN THE B.A.B. SURVEY* OF "THE CUMULATIVE AUDIENCE OF RADIO MYSTERY DRAMA PROGRAMS'? Champion of the people, defender of truth, guardian of our fundamental rights to life, liberty and the pursuit of : happiness. i WW FOR RADIO ADVERTISERS! DRAMA OF OUR IN ACTION! TESTED and PROVED... No.1 MYSTERY on the Air! NATIONALLY HIGH RATINGS! i« in survey after survey* ... for 12 years among the nation's top-rated shows. •National Hooper and local Pulse ratings on request. LONG-TERM RENEWALS! Renewed for 12 consecutive years by one of the largest firms** in a highly competitive field. "Name on request. SENSATIONAL SALES RESULTS! j During this 12 year period, the sponsor's annual [sales increased nearly 300 °/« '%.*** •From $17Vi million to over %AS million. listeners live the liil.l l!HI9iiHIH.j J. AND ACTION as MR. D. A., HARRINGTON and MISS MILLER match wits with the underworld. Gal in touch with us now . . . wire, phone, write for full FACTS ON THIS NEW SALES PLAN FOR ADVERTISERS! f3 FULL-LENGTH SELLING JSOR I 1ST CHEMU1S 25,000 WATTS! TOWER POSITION HIGHER! WATTAGE TRIPLED! MARKET COVERAGE. ..SATURATION! — and a big plus ! ! ! I Fantastic is the word — the word for the wav viewers of the Rochester area have, during these first eight months, welcomed Channel 10 into their living rooms. It's the word, too, for the was local, national and network sponsors have gobbled up our time . . . that, of course, is what top programming does for a station! st look up the Rochester Spring "Hooper"* your- If — check rates — study our coverage map above — en consider this new Channel 10 up in power! . . . e'll wager vou'll be asking us for availabilities! ON CHANNEL 10. — The strong CBS daytime s our own smash local participating programs 15 to 20 ratings, some adjacencies to ratings 9 — vet at our low, low class "C" rates. CHANNEL 10 V H F W/'FV uovs all out to promote Hiss I uiverse Radio station \\ IMA in Philadel- phia undertook t < » introduce, promote and aii the judging of the local run- olf of tin- "Miss I niverse" contest re- centl) ami (lid the whole job in less than L00 hour-. It was the sole medi- um through which the contest -for "Miss Eastern Pennsylvania" was promoted. \\ PEN executives made plans for production and promotion oi tin* con- test in conjunction with the 1'atricia ROCHESTER, N.Y. EVERETT-McKINNEY, INC. • NATIONAL REPRESENTATIVES • THE BOILING CO.. INC. Steve Allison with Miss Eastern Pa. finalists Stevens Finishing School fv earh noon on Wednesday, the fir-t entrant- arrived at the Patricia Steven- School and the screening was <>n. Bj Friday, -i\ judges were named. On Saturday at 12 noon, the finalists were -elected. The finals <>f the contest were sched- uled for midnight airing in the W PI N studios on the Steve illison Show. Crowds started to arrive at (> p.m., filled the studio to capacit) l«v ' > : 1 ~» Hv 10:15 p.m.. police had to be called to control the crowd- wanting to enter the studio. Considerately, the station supplied street amplifiers so that the overflow out-id.' could at least hear the goings-on. The contest began at 12:0."> a.m. and \li— Eastern Pennsylvania (Elaine DuFeen, 22) was picked at 1:40 a.m. • * * 54 SF0NS0R WSLS 'Sidewalk Radio Studios Radio station WSLS in Roanoke. Va., has moved its studios to a street corner in the heart of that city's downtown district. Object: to exploit itself and to bring its operation closer to the public. Result: greatly hypoed public interest and upped sales for sponsors. The WSLS studios (which opened Memorial Day) are set up and dec- orated with a view to being eye-catch- ing and appealing to passersby. Offi- cials of the station estimate that dur- ing f8 hours of each day, some 24.000 persons pass by the corner (First Street and Church Avenue) on which the studio is located. Since the opening, thousands of peo- ple have visited the studios, the station reports. Spectators are invited to par- ticipate on local shows and inspect ra- dio equipment. Each guest is given a map illustrating WSLS air coverage. Sponsors are profiting from the new setup, too. Merchandise of advertis- ers using the station is on display in the large windows of the studios as well as within. These displays are en- hanced by the carnival atmosphere of the studios, promoted mainly by a red- and-white striped canopy which covers the entire ceiling. Sponsors exhibiting products include Singer Vacuum Clean- er, Hammond Organ, General Tire, Sunnyside Awning Co. Pedestrians looking in the windows can learn the latest in weather, news and sports, as well as the program on Carnival air of street studio stops passersby i * attravt public, €tid sponsors the air at the moment. A large ther- mometer, a clock and weather fore- cast dial, a sports scoreboard, an As- sociated Press teletype machine and an easel with title cards of programs make this possible. One-third of the studio space is oc- cupied with a record and transcription library for the convenience of disk jockeys. The walls feature pictures of local and network air personalities. Since it has established the new "Sidewalk Studios," WSLS reports, it has found "fresh vitality" for opera- tion. + • • Crosley stirs summer air with "Operation Sunburst" "Audiences and sales are like plants — they wilt when not watered with good programs, strong advertising, po- tent promotion, meaty merchandising." This is the philosophy under which the Crosley Broadcasting WLW radio and tv stations are running their $100>000 summer promotion, "Operation Sun- burst," for the fourth year. "Sunburst" revolves around three major efforts (in addition to a public- ity barrage through a variety of out- lets) : 1. A "Famous Face" contest, which started 1 July. One section per day of a jigsawed face of a famous person is flashed on the tv screens. Each day, a new section of the face is added, as is an additional prize. The first 10 view- ers to identify the face receive prizes, then compete against each other to identify a second "Famous Face." Winner gets a huge jackpot. 2. A premium package to move products. This is a set of six 15-ounce glass tumblers, decorated with pictures and signatures of the leading WLW radio and tv stars. It is available to persons who mail in SI and proof-of- purchase of any product advertised on one of the Crosley outlets. This wide- spread merchandising program has over 20.000 outlets: some 220.000 pieces oi point-of-sale displa) mate- rial lui\ r been disti ibuted \<\ \\ l.\\ - merchandising lie-Id forces, marking "Sunbursl items w hich i an I"- used in procure the glassware. A. Building interest in pi o'jiam- li\ putting shows on tour, strengthening talent ties with audience. Shows loured (in studios at l)a\ton and < olumbua as well as Cincinnati i include: Uuth Lyons' 50-50 Club, Midwestern Ifay- i ill V. Waller Phillips Show. * * * Muzak oiiers broadcasters iirst crack at riahts In a new, large-scale expansion, the Muzak Corp. is offering established broadcasters first chance to obtain ex- clusive franchises to the firm's back- ground-music library. This applies in virtually every U.S. market of 50,000 or more. Sparking this move is a new mag- netic tape playback instrument, which practically runs itself. It automatically starts, stops, pre-selects specialized mu- sic as desired, reverses itself and changes tracks, rewinds, shuts itself off. even switches on a companion tape machine to start the process all over. Heretofore, due to economic factors, including the high cost of maintenance of manual disk turntable operation. Muzak has restricted franchise opera- tions almost entirely to markets of 200,000 or more. But the new high fidelity mechanism has so reduced ba- sic costs that franchises can now be supported in markets of 50,000 or more. Muzak's background-music library currently embraces over 7,000 selec- tions. Restaurants, banks, hotels, fac- tories, offices, supermarkets and other organizations in major markets have been using Muzak's system for 20 years. • • • 26 JULY 1954 Briefly . . . WSAZ-TV, Huntington. \\ . Va., is- sues a small folder to aid lady and gen- tleman program guests in their tv ap- pearances. It suggests proper apparel and makeup, points out meanings of cues and hand signals, gives general instructions on before-camera behav- ior. Ladies, for instance, should wear plain pastels or greys, no white dresses, no large brim hats, shiny jewelry or eye shadow. Gentlemen should pref- I Please turn to page 105) 55 for a BIG uiu selling \ job -use the station in the Wheeling .market . . . IN POWER operoting with 316,000 watts, channel 7 , the most powerful TV station in W. Va., South- western Penn, and Eastern Ohio. IN PROMOTION WTRF-TV program schedules are published regularly in more than 55 newspapers, including 3 daily and 2 Sunday Pittsburgh papers. Consistent promotion for all clients has won for WTRf-TV top prizes for out- standing efforts. PUBLIC PREFERENCE Latest Telcpulse survey in 6 counties adjacent to Wheeling gives WTRF-TV 1st 25 most popular one-a-week shows and 1st 15 most popular multi-week- ly shows — plus audience pref- erence in every lime category. WTRF-TV NBC Pnmory • ABC Supplementary represented by Hollingbery Robt. Ferguion • VP & Gen. Mgr. Phone Wheeling 1177 Rodio Affiliate! WTRF & WTRF-FM US* ■ *: x .*:*. ■ ^ A*Jti)£ UllllllllllllUllllll I IK A JJ ill toil Color tips: |„ \,w York earlier this month, Dr. Mfred \. Goldsmith, con- sultant lt> RCA and board chairman of the National Television Film Council, relayed to an audience <>l agencymen and film producers several ke\ tips MFC lia> learned through experiments with color film commercials on closed- circuit colorcasts: 1. Shoot "balanced" color. Sa\s l)r. Goldsmith: "Make the film right to begin with. Don't worr) about try- ing to unbalance deliberately in order i" correct for am shortcomings in the t\ color equipment. II the color- look right on film, they'll look right on the air." 2. Screen under tv condition*. Don't have your commercial run-throughs and critical sessions in a projection room with a big screen. Project it on a L9-inch screen, or from behind ground glass about the same size. You'll gel a better idea of how your colors will look, and will be able to tell il you re crowding in too much. ■\. Shoot in closeup. Long shots should be as brief as possible in color commercials, YI'FC feels. Reason: In long shots, colors tend more to merge; details and contrasts are lost. A red- and-white checked tablecloth, for in- stance, looks properly checkerboard in i loseup. but blends to over-all pink in long shots. Flesh tones arc far better in closeup. Makeup is about the same a- lor an) standard color film -hooting. 4. I se optical sound. Color film projei tors aren t yet developed to han- dle the magnetic sound track- now be- coming popular in much film work, al- though the) probabl) will he in the fu- ture. Plan all -omul for standard opti- • al sound tracks. .">. Get expert opinion: Network film men and engineers have now reached the degree ol familiarit) with color film problems, Dr. Goldsmith feels, when the) can view a regular project- ed « "loi -' reening and then tell \ mi how it will look on color t\. It isn'l necessar) to wait for closed-circuit fa- cilitie-. which are in great demand for other test work. Who buy* >em?s \ recent ABC Film Syndication -ale- analysis of three of ii- syndicated t\ properties shed- some light on whethei the heaviest hu\er- of film -how- are stations, agencies oi clients. I he -ale- breakdown was computed lor three ol \I'>C Film'- properties, Racket Squad, The Playhouse and John Kieran's Kaleidoscope. Out of a total of ',» sales of Racket Squad at the time the anal\-i- wa- done 10. or i;;-; ,,f the sale- were made to stations; 38, or M)' ; were to agencies, and five, or (>' ', were to ad- vertisers. An analysis of The Playhouse indi- cate- that 2d out of a total of 30 sales. or 07';. were made to agencies; 10 sales, or 33%, were to stations and none were made direct to advertisers. lor Kaleidoscope, the sales break- down showed the majority of -ah- were made to the stations. Of a total of 1 1 -ale- 0. or 82'r . were to sta- tions. I here wa- one sale lO'r | to an advertiser and one ( 9' , i to an agency . "hone Wolf" promotion: [ nited Telex i-ion Programs has just launched a "showmandising" campaign for its Lone Wolf half-hour tv film -erics which permits sponsors of the -how to lie in item- ranging from heer glasses lo cuff link-. I II' has made available a wide range ol displa) material as well a- ti I in trailers and slide-, bumper stream- ers and Lone II olf stationery. Items which tie in with the -how include beer and cocktail glasses, tie clasps, cuff link-, earrings and lighter-. \ cording to \\ \ mi Nathan. \ i< e president in charge of sales for I I P, promotion and merchandising cam- paigns similar to the one outlined above will be an integral part of all new syndicated film products in the future. He emphasized thai sound mer- chandising can help bring the local or regional sponsor into direct, effective competition with a national sponsor. • • * 56 SPONSOR Professional for every studio set-up RCA offers the most complete line of profes- sional 45 RPM equipment in broadcasting, including: turntables, conversion kits, indi- vidual components— everything required to meet the specific plans of your station. • For fine-groove 45s and 33/3's (exclusively)- up to 12". Specify RCA's "studio-proved" BQ-1A turn- table. Only 28" high, 20" wide, and 16 V2" deep, this unit is designed specifically for 45's and 33 Vs— up to 12" diameter. Complete with lightweight tone arm, filter, 1.0 mil pick-up, and a cabinet Order MI-11808/11806/11874-4. (Without cabi- net, order M 1-11806/1 1874-4.) Immediately avail- able from stock. • For 33'/), 45, 78-transcriptions. Specify RCA's de- luxe BQ-70F Turntable — newest edition of RCA's famous 70-series transcription equipment. This high-quality unit includes a lightweight tone arm, a filter, a 1.0 mil pick-up (for fine-grooves), and a 2.5 mil pick-up (for standards). Order MI-11818/11885/4975/11874-4/11874-5. (Without pick-up and filter, order MI-11818.) Available in 30 days. • For "45s"-on your present RCA 70C, 70D, or 70E Turntable. To play "45's" on 70C, 70D, or 70E turn- tables, you simply install the RCA 45 RPM Conversion Kit that fits your set-up. Check here for the kit you need. Available in 30 days. ( I) Complete4S RPM Modification Kit, including record odoptor plate, ton* arm, 1 mil pick-up, and filter. MI-11883 1I8S6 11885 4975 11874-4. (2) For 70C, 70D, and 70E turntoblet already equipped with MI-4975 filter— tpecily kit MI-11883 11886 11885 11874-4. (3) for 70C, 70D, and 70E turntablet already equipped with MI-4975 filter and MI-11874-4 pick-up— tpecily kit MI-11883 11886. RCA professional 45 RPM equipment can be ordered direct through your RCA Broadcast Sales Representative. In Canada, write RCA Victor, Ltd., Montreal. Pioneers in AM Broadcasting for over 25 years RADIO CORPORATION of AMERICA - off* iO^' • *« ?A«7A-5 *»**: ■■■■' ENGINEERING PRODUCTS DIVISION CAMDEN. N.J. ^A6-P0cy°9(. e0s< S ReP' EVERY 27 SECONDS SOME BODY WRITES TO WBC n the first five months of 1954 . . . 0,094 people wrote to WBZ-WBZA, including 15,000 who requested a snowfall map offered in just six an- nouncements. 8,830 wrote to WBZ-TV. And last year a sponsor got 71,759 responses to one of its amateur shows. 2,229 wrote to KYW . . . 2,024 of them for health booklets in just two weeks. 8,122 wrote to WPTZ. And during this time, in addition, one sponsor heard from 35,467 listeners to his show. 5,723 wrote to WOWO. One week brought $2,320 in $5 orders for a garden product. 45, /49 wrote to KDKA. In six weeks, 8,816 of them from 131 counties, 19 states and Canada sent quarters and boxtops for gladiolus bulb premium offer. 39,610 wrote to KEX. A two-week Valentine Day contest drew 5,511 entrants. You see. People don't just tune to the v^BC stations. They do something about what they hear. That's Audience Action! If you want to hear more, call your nearest WBC station or Eldon Campbell, WBC National Sales Manager, at Plaza 1-2700, New York. Ask about substantial multiple station discounts on the Audience Action stations, too. • ESTINGHOUSE BROADCASTING COMPANY, INC. in die morning! in tlir afternoon! in (he evening! JL\ Winston-Salem VOIITII CAROLINA ... the hub of a rich, fast- growing 15 county market in the industrial heart of the . . . State in the South Whatever your product or serv- ice— you will sell more of it faster to more people when you use the STATION Hit AFFILIATE 600 KC-5 KW AM • FM Represented by HEADLEY-REED CO. [Continued from page L0) Next— put this device up front in your cop) (which is probabl) a minute's length or more). Then in the body test superimpose the phrase at least once. Then at your sign-off, reiterate. You are now assured of "playback" for your major point. Start practicing taking bows. You're in. Your copj sings it is "proven" effect i\e. Now there arc a few more tricks to master. Have you sec- ondary copy idea- to register, too, like "it is also beautiful" o] "movie stars use it" or "there's a ne\* low price." Ch< ironi the-e re-earch— tire techniques. It your- i- a food product, someone has to be -ecu i in t\ ) eating it and grinning! This says "Yum- Yum" which would not be apparent to our public no matter what the word- are like. People don't seem to understand thai food is edible until the act unfold- before their eyes. Hut don't forget that -mile! Is your pitch to be done 1>\ Mrs. Average Housewife? Then avoid having her wear a mink stole in the kitchen. He- search tells u> this i- atypical. Also— —she should not have a British accent. You see most American- don't. Her choice of words should be reminiscent of the V Y. Daily News— not The Harvard Law Revieu . More precept-: Don't have main changes of scene <>i set maybe jusl two — because you leave the viewer di//\ and dizziness i- not a conducive condition to sales. Voice-ovei isn'l good— —except when used correctly. (A learned man once told me this!) Well — these are a lew world-heating principles. There are more but let's not try to digest too many in the first les- son. Start u-iiiii them today — and you'll find they may not onl\ rate high on the Research ("hart but b'gosh von may even turn out real good commercials! * * * Letters to Bob Foreman are weleomed Do u>/( always agree with the opinions Bob Foreman ex- tses in " Igency Ad Libs*'? Bob and the editors of SPON- SOR would be happy to receive and print comments from readers. Address Bob Foreman, c o sponsor, in E. 49 St. 60 SPONSOR What can you do with $73.58? o o For $73, you have lots of choices. You might buy a case of good Bottled-in-Bond Bourbon. Or a genuine, woven-under-water Panama hat. Or maybe treat 150 neighborhood kids to a spree at their favonite soda fountain! >N WOAY, $73.58 will buy 13 one-minute spots! - WOAY, Oak Hill, is West Virginia's second most powerful station! Its 1 0,000-watt signal covers 21 counties — delivers a total Nielsen audience of 102,200 radio homes — delivers an average daily Nielsen audience of 5 1 ,320 radio homes! rite direct for availabilities. WOAY OAK HILL, WEST VIRGINIA Robert R. Thomas, Jr., Manager 10,000 Watts AM-20,000 Watts FM WEST VIRGINIA STATION COVERAGE DETAIL Radio Homes in Area NCS Area No. of Coun- ties DAYTIME 4-Week Cum. Weekly Average ' Day NCS Circ. % * NCS Cirt. %* NCS Circ. %* 20,370 FAYETTE 1 18,490 90 18,220 89 10,150 49 18,190 GREENBRIER 3 15,490 85 15,130 83 6,720 36 66,940 KANAWHA 1 10,310 15 7,180 10 4,410 06 14,570 LEWIS 4 3,110 21 2,280 15 1,680 11 18,260 LOGAN 1 2,780 15 1,960 10 1.020 05 19,440 MERCER 1 8,000 41 6,480 33 3,990 20 14,290 NICHOLAS 3 11,450 80 11,080 77 6,620 46 23,930 RALEIGH 1 20,220 84 19,610 81 8,540 35 12,290 ROANE 4 2,720 22 1,990 16 1,460 11 16,750 WYOMING 2 9,630 57 8,610 51 6,730 40 225,030 10 TOTAL 21 102,200 92,540 51,320 * — % of Radio Homes in Area KITCHENS .puN-Hi; \(.l M 'l !>, --. i I quipmi ' . \!'-i l I i AS! HIST0R1 I Hartford tin,, specializ- \nd remodeled kitchens /< '/ bit skeptical about /in/in <;n a source ft leads. The product •"-' often ran into u>ui figures urn/ presentation was technically At. On the advict of the local station a test vehicle was selected: a program <>l ^<><>i>r i ; < ii I'Knt.li \M Music ..I Distinction RECORDS W WIN, St Paul-Minneapolis PROGRAM: Judy's Jukebox AUTOMOBILES SPONSOR Homei I . Thompson M.I \i 'l It, < U'^' " < ^SE HISTORY When Homer Thompson picked up L3 neu L953 Fords recently, he bought two announcements daily on MutuaFs Major League Game of the Da) over KD/i. [This is a network co-op shou which is sold locally.) Game of the Da) was the only advertising he bought. Furthermore. Thompson was not offering discounts u* large as those given in nearby Los tngeles h>r the identical model. ) :'»<) over // l//\. One day 'soon after his entrance into radio) u man came into his store and said, "I was sitting in m\ ear mer there and heard your commercial. I didn't know you had records for sale.'' The man then proceeded to buy five alliums. TABLES -l'i >NSOR: Blackstont < orp. AGENl 'i : Direct I APSULE < ASE HISTORY: To announce the close-out sale of its subsidiary, the Elite Furniture Co., this James- loiiri fir m decided on a special campaign of announce- ments and participations oier a six-Weeh period. Id Man- famet I . /'iters selected radio "primarily to get penetration in an area encompassed in a 50-mUe radius from all sides of J dmestou n.'' The results justified the expenditure (>2 to ] : The tables sold brought in more than s(>2 of sales revenue for every $1 spent on radio advertising. Peters adds: "Practically all the purchases outside o) lamest, ,u n u ere attracted by radio." \\\\\. Jamestown, Y Y. I'KOi.K \\| : Announcements BANK SPONSOR: II,. Northern Trust Co, AGENCY: Waldie & Briggs CAPSULE CASE HISTORY: The Northern Trust Com- p,.n\ of Chicago had been using radio for 23 consecutive \cn/s a-, a goodwill builder. In that time the company liad increased tenfold. In January of this year, the for- mat of tlieir program was 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 II. Rentschler, Northern's ad manager, says: "The results have amazed us. We like the future of radio." \\ M M,>. Chicago PROGRAM: The Northerners REAL ESTATE SPONSOR: Carl Moore AGENCY: Advance Advertising CAPSULE CASE HISTORY: Carl Moore, a buUder, had 55 new $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-Tl which he scat- tered throughout Thursday. Friday and Saturday. By the end of the week only one house remained: 54 were sold. The total gross for Moore was $486,000. His ad- vertising expenditure teas only $336. KBIF, Fresni PKOtiRAM : Announcen BAKERY SPONSOR: <• I, o Bak< n AGENCY : Hired < \P-I II ( ASE HISTORY: When the Goodco Bakery decided to test radio's ability to sell baked goods, the?' bought two 50-word announcements a day scheduled be- ta een 1 :25 and 1 :30 in the afternoon. The test was called "Operation Sugar Cookie" as cookies selling for 30c a dozen acre advertised over WKNE at 10c a dozen for the test. The result was an unqualified success for radio: By 11 ed nesilay of the test week the normal sale of 13 dozen cookies a neck liad jumped to 54 dozen. WKNE, Keene, N. 11. PROCK \\l: AnnouncemenU JUMPS THE CLOCK SCAST • •lands steady sponsor btation WEPM is a 250-watter at Martins- burg, nestled in the high hills of West Vir- ginia's eastern panhandle. It is within listening distance of nearby metropolitan centers. Even so, General Manager C. Leslie Gol- liday had been able to build an attractive and faithful local audience for his AP news- casts. Only one— the 15-minute spot at 8 p.m.— failed to attract regular sponsorship. Prospects were quick to point out that the majority of Martinsburg listeners tuned in to a more powerful out-county station at that time. Golliday did some high-wattage thinking and arrived at this solution: He moved the program ahead 15 minutes, got the jump on the "foreign" competition, captured the local audience, sold the program. That was four years ago. The program is still sold. Sponsor is happy because Martins- burg folks listen to the early evening news BEFORE the "city station" gives it to them. If your station is not yet using Associated Press service, your AP Field Represen- tative can give you complete information. Or write— Says Manager Golliday: "By jumping the clock 15 minutes, we were able to obtain — and hold — a steady sponsor. Listeners realize there's no more de- pendable news than AP news. Thanks to AP, we have news events in hand as quickly as even the big- gest station in the country." Those who know famous brands . . . know the most famous brand in news \sJt 26 JULY 1954 63 +*. STORER BROADCASTING C WSPD • WSPD-TV WJBK • WJBK-TV WAGA • WAGA-TY Toledo, Ohio Detroit, Mich. Atlanta, Ga. KGBS • KGBS-TV WBRC • WBRC-TV WWYA WGBS San Antonio, Texas Birmingham, Ala. Wheeling, W. Va. Miami, Fla. NATIONAL SALES HEADQUARTERS: TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr. 1 1 8 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1 , Franklin 2-6498 ii forum on question* «»i' current interest to air advertisers and their agencies ffoir run u ItHttl or regional .sponsor use si/ncfi«*(tl<*(f film |»i»(/i(iiiiv fo Imvsi atlvttntttye THE PICKED PANEL ANSWERS MERCHANDISING VITAL By If. If. Sillerman Executive ' ice President, Television Programs «»/ America Tin- first thing is to realize that h iili the purchase of the righl show . the selling job has jn-i begun. The advertiser should merchan- dise his sIionn to lli. hilt. He should use all the promotional and merchandising aids tin' syndii ator pro- \ nil'-. I- hi mil \ ai ion- progi ams we include material thai ranges from let- ters I • \ the star, through point-of-sale material, I" posters that sponsors can buj at lower i ost than the) can make them themselves. We .I" tin- to impress upon our cli- ents that the) arc buying not onl) top entertainment, hut sales builders. Ob- viously, the show i- the magnet which attracts tin- audience. I>\ getting be- hind the show, the sponsor adds impart i" extract even dollar of -ales value. Hi- agem j i an be of tremendous help in an \ number of ways, not the leasl of which is integrating the com- mercial into the content of each epi- sode. It i- our polic) to have prints in the hands ol the agencj or sponsor al leasl two weeks prior to plaj .1 ite t" allow ample time for the mosl ef- fr. tive |>io< easing of the i ommei ial. I he I'" al station is another sour< e oi real help, both in it- audience pro- mol i"N and mi n handising effoi t-. I he lo' il advei tiser w ho buj - the righl -bow from the righl source auto- matii all) a quires a ompetent, pi i sional team whose own success de- pends upon tin- advertisers success. He can gel the most out of his film b) using to the fullest the facilities and talents and services of the individual members of that team. CAREFUL PLANNING NEEDED By Fred /. MaKUtedl Director of Operations, CBS TV I Urn Sales \nv advertiser, local or national can use s\ ndicat- ill lilm programs effectivel) a n d successfull) b y simpl) using the same common sense. planning and attention that he wmild use in an\ other business transaction. Main local advertisers all across the country, in all types of markets, for all types of products, have used and are using film -hows on television with outstanding sales success. Others have had little or no success from the standpoint of sales effectiveness. The failures usuall) result from un- planned haphazard buying of programs and time periods, failure to promote oi merchandise the program and poor- K com eh ed or produced commercials. I he success "I a film program depends not onl) on the care with which the film i- selected but also on the \\a\ in which ii i- fitted into the over-all ad- vertising campaign. I ii-i o| all, the advertiser must have - leai K in mini jusl nn bat his market i- in term- of people. Who bin- the produi i .' Oi -< e 5 ou know exactly the audience you want, consult vNith the loi al station people as to the aN ail- abilit) of a time period in the hours nnIich your prospects are at home and not preoccupied v% i 1 1 1 other tasks which would prevent their watching televi- sion. In multiple-station market- gi\e some thought to what the program competition will be on the other station or stations in your time period. Uso make certain that \our program does not follow a \ctn low rated program. \fter you have settled on a satis- factory time period on a station cover- ing the area you want to reach, take plentN of time to look at the film pro- grams available of the type \ou re- quire. Do not let price be the out- standing factor in >our selection. The old adage that you onl) get as much as you pay for applies to svndicated film as n\cII as to anything else. The cheap- est film series may turn out to be the mosl expensive in the long run. More- over, do not be afraid of second-run programs. If a program is basically good it nnjII still draw large audiences the second time around. When you have decided on the par- ticular -eric- Nun want, do not just be satisfied to look at one or two audi- tion prints. Take the time to at least look at ever) third picture in the se- ries. Request a complete list of titles from the distributor and pick the ones that you want to screen from this list. Insist that you and not the distributor determine which titles you want to a reen. I lie top film distributors han- dling qualit) shows -will have no objec- tion to tin- procedure since the) are as anxious as you to see that the program pa) - "IT for \ ou. \\ ith the program and time -elected the next step i- the preparation of coin- men ial-. Here is one place where you cannol stint. In the long run. \our sales success NNitb the programs -lands oi tails on the qualit) or effectiveness of the commercials. No matter how large an audience your -Iionn ^et- it 66 SPONSOR will tuner sell anything if poor com- mercials with no sales impact are used. The lasl hut very important step still remaining is the promotion and mer- chandising of your show. Here you will prohahly he ahle to get some help and cooperation from the station, at least on the promotion end. The right kind of program promotion will help build larger audiences for your show and will also help get the series off to a faster start. Every possible merchandising aid should be used at the point of sale. The top film distributors have merchandis- ing specialists on their staffs who will be glad to cooperate with anv adver- tiser who wants merchandising. In addition, completely packaged merchandising material is available with most better quality programs. An example of an advertiser who followed all the suggestions outlined above, who carefully selected his pro- gram {The Range Rider) and time period, who prepared outstanding com- mercials that tied in the star of the show, and who followed up with an extensive merchandising campaign is the Table Talk Pie Co. through The Reingold Advertising Agency in Bos- ton. The results as reported to CBS TV Film Sales by the agency: "Sales increase of 607< in the first six months . . . viewers delivered at the low cost of $1.29 per 1.000." Today, with the series having run nearly three years the agency reports: "The client has continued to enjoy substantial sales gains ever since sponsoring the show and they are now building a new bak- ery to enlarge their capacity." PRESTIGE, PROFITS CITED By Edward D. Madden Vice President & General Manager. Motion Pictures for Television The question is not "How can lo- cal or regional advertisers syndi- cate programs to best advantage? ' but "Why do lo- cal or regional advertisers use syndicated film programs?" Prestige-wise, the syndicated film buyer is assured a place among the I Please turn to page 103) HtLL-y^^/ We ain't got no fifth amendment listeners in Central Ohio. They listen to WBNS and they'll tell any pollster who ealls up and asks 'em. When PULSE interrogates this area's listeners they get answers whieh add up: WBNS has more listeners than all other loeal stations combined; WBNS has the TOP 20 PLLSE-rated programs heard in Central Ohio. CBS for CENTRAL OHIO ASK JOHN BLAIR radio COLUMBUS, OHIO 26 JULY 1954 67 TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) WJHP-TV Channel 36 § § § 53,374 UHF SETS-IN-USE ABC • NBC • DuMONT Television Networks ! § For rates, availabilities, and oth- er information, call Jacksonville 98-9751 or New York MU 7-5047. § • WJHP-TV JACKSONVILLE, FLORIDA 276,000 watts on Channel 36 led nationally !•> Julin II . Peri i I S50i ic agency profile Robert Orr President Robert Orr & Associates, New York When Robert Orr. president of Roberl Orr S Associates, gradu- ated from a Philadelphia high school man) years ago, a little old ladj who lived near him asked him: "How would you like to go into advertising?" The old lad\ > pull? Hl a week with an ad agency. Bob Orr decided right then on the career that has made him. today, head of an agency billing So* million a year. Heaviest of his agency's air media accounts i- Jergens-Woodbury, which spends some 4(t'i of its annual budget in t\. This cosmetics firm is currently sponsoring Bride ami Groom, NBC TV, 4:15-4.30 p.m., three days a week over more than 60 stations. "Jergens-Woodburj has had proof of the growth and pull of (lav- lime t\ in its sales results during the past lw» years," Orr said. A year-'round air media sponsor, the firm has bought three-times weekly sponsorship of First Love, an NBC T\ daytimer starting fall. Other Orr accounts include such firms as Clairol Hair Preparations (soon to go on t\ i. Fuller Brush Co., Parfums Schiaparelli, Burling- ton Mills. Air Express l)i\. of Railway Express Agency and a do/en other di\ ersified accounts. "This agency doesn't specialize in only one type of product or service advertising," Orr said. Close to 7V, of his total >!! million billings, however, comes from cosmetics lines "i other strong women- appeal products. This \ear (he agency i- spending about $2 million, or 25* , id the total billings, in t\ expects to see a larger proportion go into air media b) 1955. "We've -ecu our Bride mid Groom show in color mcr NBC TVs facilities," Orr added, "and we found that the package reproduction in i. ui commercials was extremely effective. There will be few metic- firms who will be able to afford to -tax out of t\ once color t\ becomes a national medium." \\ Inn noi busy planning strategy foi hi- account- or supervising a -tail ol 85, Orr like- to break away for a weekend with his wife and 12-year-old daughter at his Southampton home. • • * 68 SPONSOR EVERYONE AT WDAY-TV LOVES THE TAX ASSESSOR! WDAY-TV is the ONLY TV STATION WITHIN 50 MILES OF FARGO! Ordinarily you catch us billing and cooing with the Tax Assessor about as often as you see us playing around with a bunch of wildcats. . . . This year it's different. In May we asked the City Assessor if he could check Fargo's Personal Property Tax rolls and tell us the number of tele- vision sets in Fargo. Nobody lies to increase his taxes! And 65.5% of all Fargo families told the Assessor they own television sets! And remember, that was back in May, 1954 — less than a year after ice went on the air! We do a pretty fancy job in the rest of our coverage area, too. Twenty miles from Fargo the TV saturation is 52< fifty miles away it's 28% — and seventy miles away it's almost 20%! Ask Free & Peters for all the facts on WDAY-TV— the only TV station in the rich Red River Valley. WDAY-TV FARGO, N. D. • CHANNEL 6 Affiliated with NBC • CBS • ABC • DUMONT FREE & PETERS, INC., Exclusive National Represent„iii;-s i0; 26 JULY 1954 69 A with WAVE you don't buy the elephant— YOU BUY THE TUSKS! WAVE and WAVE alone gives you exactly what you need in Kentucky — at the right cost. NOT TOO MUCH — NOT TOO LITTLE. WAVE's 50% BMB daytime area coincides almost exactly with the Louisville Trading Area, which accounts for 42.5°7c °f Kentucky's total Effective Buying Income. BIG-TIME PROGRAMMING — HIGH LISTENERSHIP. WAVE is the only NBC station in or near the Louisville Area. Plus that, WAVE invests in top local programming — employs 62 people on radio only, 44 of them for on-the-air activities rather than management, sales, etc. Don't buy the elephant. Buy the tusks — but be sure you get ALL the tusks! NBC Spot Sales has the figures. WAVE 5000 WATTS LOUISVILLE * NBC AFFILIATE NBC Spot Sales, Exclusive National Representatives \*^/ lU"*, /^i -<^/ik//l\\ii/l'i ^/V^// WivM^iX I Nighttime 26 July 1954 SUNDAY I MONDAY TV COM PARAGRAPH OF NETWORK PROGRAMS TUESDAY I WEDNESDAY I THURSDAY Nighttime 26 FRIDAY ""To Copper, lelwork 5 GwoH ^BmJJ^KJRttHtlK^KKMmKmK^M '"■^'"'V No n. 8«Mt llB.MHf l'» l"«, halo hjrf d; i*«-TT? VtTi No n""°" i 'i. ""'«'■'""■* CAW lis.000 j S3CB IZQ.QQQ jj0 „„, Rod Skalton Inpl Godfrey'! Ini R J Hwrioldi ,, , vi „ Tvi Tod Tun** Dtor THSNY L' '% *" . C»P 113.300 r Living Tlnaire T i tun Bud *-W *' * L ludllo M.S00 NT * Th« Hunter ii i Doynoldi tin BONY If f-u B*B H780 s. tiriailni No n*i*ork pro«ramln« Wa.000 Nua'i thi Stmt The Marriage* PljIMOth,I)l». ■ c-_... Oiryiler Core 86NY L '■« and explanations lo help you me (his chart Sponsor, listed alphabetical!,, irilh ...,.„,,, and time on atr "' 1*1(0! tnil produrllon only, do aM Include CMDBtnltll "' tlml rtttriM. Tiny Affllr. Chlrln, |i I s 1>TN. Mm >,• \i n t KH( I1 " '-""T, ll.Tllal,! Tllllf. "V Llill ll.lllrnnr.: C!., Chlraao; II>, Hull) '■"I- OH.',. -.11 o* U,,*,' .l.l'l..r„ u-'l" ..' tl'.'.m I*. IU-..-1. NT, St* York; V«. | ■ Kl'WI llv mi !■■ ■ r.l I.., I d '(ar.l)fl Lu tituuu r HtlKl. 1>U* (0 T-llY'l liu> ■tiTttiln* rrn■ Am*. Too. SSi'll CUM. TlJ 'n. 7 (0 I" ,„„■ ;■«*■ >(» «i< i " ■ - imm nhiM ,-ns, *„„' 1^,,,' Armour 4 Co, rc.UI \tt,- ,n i , . •»ii- Buuk oiitr, ■llluua; ABO, Bu m* u on 0BB, all TU 0 0:30 pro: Carle Prodi. Chun Kino, JWT QBB. .1! Tl, I0J Colg.lt.. t.u L-Bs M W K ii 30-13 noon 1 -' '< ■' . '". 'I^i . Md . s; Gongtltum. M<-L'enn-Rrltkion: NBC. Tv 10:80-, 1 p Contlnnnlal Bkg.. Baiei NBC, W B;3ii-« pm Convwkd HI.... I ., I ■...,,. . , - CBl I 10 IS ii I Cutlahy Puking, via Mic, s.i 10-10:90 u Hiiik Qurtli, t ..... l„ Mif Tii B 10-10 pm . JWT MIC, Tli I General Food., Y.VB CBS, P B ■ 'lis, !■■ n k :■ ,; m !i :m- General Mill*, 11 !'■«, Kii'.i -Hi; i :iti. ' rlgldalra. ITHII . Ludgip: CBS, Sun 10 30-1 i bimuii, m.c-e. ens. I Dairy frodi., Ayer' C I, Warwick A Lokler: CDS, W 10 pm b Am Alnnmyi, JWT NTIC, til Bun 8-8 SmlUi. CBS, all Sun « RCA. JWT- NBC : Sylvanla, Cecil A Prilbnj: CBS. Kal 1:30-1 i U.S. SUal. BBOO. ABC. Vllsmln Carp., KFCiC: D1 the ONLY station that gives you 1,083,900* TV HOMES for the cost of only 399,400*! VHF-Channel 9 Jw^^<£ sioy«* CANTON No other stoilon gives you o TV buy like this! Powerful WSTV-TV offers you roles based only on the 399,400 TV homes in the Steubenville-Wheeimg market - 52nd largest in the country. But you get a bonus of the 9th largest market — 684,500 additional homes — because WSTV-TV beams a clear, primary signal right into Pittsburgh! Right into Canton, Youngstown and many other industrial cities in the area, too! WSTV-TV'S coverage of 1,083,900 homes is BIGGER than SAN FRANCISCO (812,150 home.) .BIGGER thin WASHINGTON (580,000 homo) :CBS Hen MV STEUBENVIUE-WHEELING NOW! FULL POWER (230.500 Wall.) from our 881 ft. MOUNTAIN-TOP TOWER (2,041 ft. ANOTHER AVERY KNODEL REPRESENTED STATION m PULSE FOR DEPENDABILITY Pulse-trained supervisors and staffs are in demand for special assignments. Typical of more than 170 firms they serve between regular Pulse surveys: PIT trmoui A' < o. \l. ( nun i i u kson lldei ton & Session* McGraxi Hill tmerican Home Foods \fonsanta Ulantit Refining Co yational hmn its B.B.D.&0. National Biscuit < o. Benton & Bowles Owens-Illinois Leo Burnett Robert U .On Biou t ompan r Opinion Researt h Corp CampbeU-Mithun Paris & Peart ( amotion ' o, UfredPoliti Colgate-Palmolu e Pepsi-Cola CrossU) im Prudential Insurance Psychological Corp, Fact-Finders Foote, ('.tun- A Belding thiol. a Oats Compan \ Fuller & Smith & Ross Elmo Ropei RuthrauffSt Ryan Gallup X Robinson General Foods Corp. Safewaj Stores Gillette Razor Co. Scaltest C,r\ n . Sewell X Gangei U . R Simmons Daniel Starch Hotpoint !■ let i> ic Institute for Research Stewart, Dougall »n Muss Motivations Stilln im, Stauffei . International Research Colwell & Bayles tssociates Sv itt x Compan v Kenyon&Eckhardt 1 U altCI Thompson Knox, Reet es 1 ■•in i ompan \ Kio^n Company H ildroot Compan \ 1 ei ei Huts. ) oung X Rubicam This month throughout the U.S., 117,000 homes are being interviewed for next month's "U.S. Pulse TV" pt*t*H IHTMltWS imCte HOMi mts%± P ^| AND URBAN COVERAGE B,vl,m, A July SUNDAY MONDAY TV COMPARAGRAPH OF NETWORK PROGkAMS TUESDAY I WEDNESDAY I THURSDAY Daytime 2b July 1 y !, 4 FRIDAY I SATURDAY Erty 1B0M n«Ti 1. M..,Vt t,, unfKMi Lbki 1* III. tfl-.c-n m-f (••• man) E.tt LB ■■■■ lVi.i.1' 'raWnmlM jjfis •-§ "HI'sli L» £ :;,,':• *"ft \„ •■::„ "*" ,'.» LloM YAR ;. ""■ r.m'f. 1 \v (IM « lul 15*00 Oirry Mow« DCMj II V: IWT I .,.,.. ,, SI'lk* It ftlth "XS" NT L*r n"htrr Q L«wl< No nttmxk LB Hhr unnn Rlt »■«..» Bffi£3? ,nfiZ,„ ■ lb Uhr HDOi Sg ,n' •SIS PULSE, /„ Telephone est Kill, St., Veu Judaon i I ..( ,y, NLtB JJ0OO I^VV 'm V't, lully I. noV.«* "" "£ . .> wm.i... H '" '"" '' """ UNI I ofs in ..on N.. n.iwoife f.., re: Pinky Li Ptrtlei n-.> f.i. Btnlop 4 Bi*lt i >., *h"t i. °*:™:r 6oit>n * B*»l» J. ...like WCAU-TV \> -tops in Philadelphia! WCAU-TV is now transmitting to the booming Philadelphia area from its new maximum-height, maximum-power SKY TOWER— 1000 feet tall with 316,000 watts! Reaching out into a 35-county, 4-state area, WCAU-TV is now the only Philadelphia station operating with both maximum height and maximum power. With the tenfold increase in power doubling its coverage area— WCAU-TV now reaches over 6,360,000 people— 2,000,000 more than before! Ten big markets are available to buyers from this one station: Philadelphia, Chester, Allentown, Bethlehem, Levittown, Reading, Camden, Trenton, Atlantic City and Wilmington— an unparalleled opportunity for advertisers. Even before construction of the SKY TOWER, WCAU-TV enjoyed an unchallenged position in Philadelphia. Now— WCAU-TV reaches 45% more people than before— twice as many square miles— 10 major markets! Look at the breakdown: Coverage 35 counties Population covered 6,360,178 Total families covered 2,292,300 Total retail sales $8,935,730,000 Total effective buying income . $13,418,528,000 _ WCAU-TV •))L£VirreuA/ ^>\ blanketing America's greatest industrial expansion area •cmd£n m A THE PHILADELPHIA BULLETIN STATION 26 JULY 1954 CBS AFFILIATE • REPRESENTED BY CBS TELEVISION SPOT SALES 77 ARE YOU AFRAID? I 'i nun! from those who thoughl i e highlj ol the in;. Ini ;b. sponsor does not l<-c| this |e will Bettle the argument. It is too deep .1 < ontrovers) to be disposed isily. Bui this article should help • leai the ah and gel more admen thinking about the problem: W by do bo manj advertisers boycotl the air media ' I 01 Bome «>f the astounding reasons, see "W hv these •'>' advertisers |x iv I ii-.' .hi media," sponsor, 16 Novembei 1953.) Five icho disagreed: The five who disagreed with Dr. Di< htei and spon- sor 1 ai-< n Dr. Dichter's view-, accompanied b) a pic- ture ol the most ominous Looking I rend 1 have ever seen, proves thai r ■ r 1 1 1 - baa come for mail order admen itl v;n it,, ii piece on this business of testing ads and buying media. - Ml liail to Dr. Di< liter for a bold i uposure of the m umbo- jumbo behind much advertising money. We mail or- dei admen traditionally look the other was when the statisticians, researchers and Burvey lads walk in. Our aloof- ness, however, i- motivated by reasons far different from those Dr. Dichter gives. It is -impK that mail order i. . bniques inherently possess the ca- pa< ities For finding the answers to all the problems which plague admen with plush clients. Since there seems to be i real need for impressive showings before big money is spent, the impor- tance of long columns of figures em- balmed between gold-stamped leather '"\ers is understandable. But, as Dr. Dichter -(. pointed!) explains, most of thern provide a convenient crutch to support shallow thinking. "To sim he. we mail order admen cannot relax on a soft bed of fancy HOOPER Tells the KC Story! Look at these figures une '54 HOOPER 8:00 AM-12 N The picture has changed! Net A — 25.8 Ind A — 16.0 iNegrol KUDL — 13.4 Net B — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER SOON DENVER, TOO!! NOW rot THI »i«st TIUI HO«-l TOWN COvtlAGI (Ol G«tATM KANSM CITY yiZJu&T* KDKD CLINTON ■IN THE GREAT KANSAS CITY MARKET ^ ^ , I figures. Ever] penny we spend for our clients must produce a traceable profit. The *ke\ sheet' is our master. \\ e stand naked before the actual and tangible performance of every ad, ever] mailing, every tv and radio ef- fort. Ajid long ago mail order admen .. Bryan Houston. Inc.. \nr York: "This third article on the psychology of media i». I think, dangerous. "You are presenting quantitative in- terpretations of qualitative research. Relatively few agencymen were inter- \ iewed, and from this general and rather damning — conclusions were drawn. "' I he agency business— like business generally— is not a democracv . Ml \otes do not have equal weight. It is obviously wrong to give the same im- portance to opinions about media, re- gardless of their source. If the pur- 80 SPONSOR fit {& I &M \ WCCO Radio's emcee Bob DeHaven stands 6' 2" and weighs 240 pounds. Yet DeHaven is no Paul Bunyan. No comparison? Unless you compare 'em like this . . . Bunyan only worked a 12-hour day. DeHaven works from 7:15 a.m. to 11 p.m., doing 23 programs a week all told. (Every one is first in its time period!) Bunyan could be heard several miles away when he shouted. DeHaven is heard at least once a week by more than a million differ- ent people in WCCO's 109-county primary area. Bunyan made quite an impression on everyone he met. DeHaven makes impressions on people he never even met — total- ling more than 6,000,000 listener impressions a week! (Between broadcasts, he does his best to meet them all, by making personal appear- ances throughout the Northwest.) Adds up to this. No one compares with Bob DeHaven when it comes to making a good impression for your product in the Northwest. He stands in a class by himself. Minneapolia-St. r«»/WCCO RADIO Represented by CBS Radio Spot Stiles !„.-. o\ ■• out .hi i. le, .1- seema the < a« • i- i.. -Ii..u uli.ii reall) - ontrols media buying, you must find the people whose ip|iini"ii- .h lu.ilK decide media problems .mil inten iew them. - n. c the first p. ui oi tin- arti< le presumes i" outline problems ami the -i . ond part offei - solutions, perhaps then tin- set ond pari offers solutions to problems that • 1 • < t • i reall] exist. * ~ ^ ••iii general conclusion seems to be thai media hum i and cop) w i itei s, ti lon'l base their thinking mi what the product will e \ ou now call it 'emo- tional involvement.' " fhis idea is at least as old a- John Caples1 first hook probabl) much older. "Some years ago Imn (ieoghegan umte a hook on media I for Young & Rubicam's interna] use), and the ver) first idea In- expressed was approxi- mately, -i I m working from mem- ory: 'The basic fait that controls all media selection is — how can we most forciblj bring the promise of the prod- uct to those most likely to buy?' "I think you do advertising a dis- service b) talking about the preoccu- KWJJ Chief of N. W. Independents Help urn Scalp Competitors! You make friend with this mighty warrior and before many moon you much richer paleface. Chief KWJJ help you capture Oregon country, plenty big hunt- ing ground. Send smoke signal now — and chief tell you secrets of him powerful strength. National Representative BURN SMITH CO.. INC I Oil S.W. 6th Ave. PORTLAND 5,v OREGON lnd*p«nd#M Radio Sigiied pation oi agencj people with 'numbers coverage ratings1 without first ad- mitting : "1. That, before an) media work is done, good advertising Btarts first with research to find the strongest, the broadest appeal justified b) the prod- uct that will turn potential users into actual u-ei-. '"2. That the media assignment i- to bring the strongest Btor) most effective. l) and least expensivel) to the market, whether it he the total present market or the heaw u-ers or the infrequent Users or the ne\ ei users. "A. That, after basic media deci- sions are made. BUch facts as dealer in- fluence are \alid considerations when regarded in proper perspective. '"I am not pretending that media buying i- perfect or unhiased. "Hut I certain!) will never agree that it's as dark as you make it. "If it were as unreasoned and ill- planned as you indicate, how could advertising have become the most efli- cient. most effective means yet devised to move goods, as it has? "So, please don't make media buv- iiiii sound so haphazard — because it IStl I. Dr. Divltter's answer: Dr. Dichter, interviewed in his manorial offices atop Prickly Pear Hill overlooking the Hud- son River and the village of Croton. said the response to the article "really proves to me that we touched a vital point in the professional life of the respondents. "Apparently it was like telling a man you've just completed a study which showed that 95^5 of the times the wife makes the major deci- sions in the home. Of course hell deny this." \\ hen a person is suddenl) confront- ed with a statement that affects him personally, there are only two possible reactions -and the agencymen re- sponding have taken both, Dr. Dichter said. These are: 1. To agree. In this case the major- it) did agree- with some qualifica- tions. 1 Quotes will follow later in the article. 1 2. To "escape" or explain the find- ing- aua\ . *" I he Becure agencymen accept the findings; the insecure one- show the typical signs of escape," Dr. Dichter said, rhese are to re-pond as follow-: 1. "'lour findings appl) to other-, hut not to me." 2. "^our analysis is incorrect." 3. "1 <-s. but—." "I am more likely to find offenders (agencymen who use crutches in me- dia buying) in that second or 'escap- ist group than in the other," Dr. Dich- tei -aid. "Our BUrve) showed that the insecure media buver — and I'm speak- ing of the decision-maker, not ju-t the print or timebuyer — was the most liked) io he using irrational techniques. The) an- tin- one- ulio showered us with success formulas and rigidlv worked «.ut schedules Bupposedl) based on their experience. The more the) tried to impress us and themselves with their rationality the more they re- vealed their irrationality. "The secure media buyer, we found, wa- one who freelv admitted the neces- -itv of flexibility, the need for reexam- ination and the relative unpredictabil- it\ of media decisions on a long-range basis. "Ever) good salesman knows that the man who argues most Btrongl) that he does everything systematically and onl) from rational motives is usually the true sucker. "So the media man who argues for cost-per- 1,000 and other similar con- cepts is afraid to throw away his crutches. "Yet quantitati\e research has its place in media evaluation, just as qual- itative research does. I never for one moment meant to impl) that you should not concern yourself with cost per reader or listener. It is one of the factors that has to be put into the total formula for media selection. But defi- nitely it is not an 'either/or' relation- ship. I Be psychological data and quantitative data. Don't sa\ use one or the other." As for the general denial that the influence of fear is widespread. Dr. Dichter said : "\\ hat most of the critics of our finding- seem to be saying is this: 'How can Dr. Dichter say we are guid- ed b) fear and irrational motives when we know ver\ well we are rational in- dividuals?1 This simpl) flies in the face of basic accepted psychological facts, lor example: \ person keeps forgetting something. ^ <>u ask him wh) and he'll usually tell you: "I'm just absent-minded." Yet the truth, once you probe a bit. inav be some- thing far deeper. I sually he forgets because he wants to forget What some ■ Please turn to patie .">(> i 82 SPONSOR > \ \ YOU MIGHT RUN THE MITE IN 3 MINS., Jit SETS.*— Bl T... CONLAN RADIO REPORT METROPOLITAN GRAND RAPIDS NOVEMBER, 1953 Morning Afternoon Night WJEF 29.6% 30.8% 33.1% 6 26.3 22.8 28.6 Others 44.1 46.4 28.3 YOU NEED WJEF RADIO TO BREAK RECORDS IN GRAND RAPIDS! WJEF serves 116,870 radio homes in the Metropolitan Grand Rapids Area. Conlan figures show that WJEF gets 9.6% more evening listeners than the next station. 25.29? more afternoon listeners and 12.6% more morning listeners. Yet WJEF' actually costs less than the next station, at any time — and is CBS, too! Let Avery-Knodel give you all the facts on WJEF — Grand Rapids' top radio buy. WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN. NEBRASKA Associated with WMBD — PEORIA. ILLINOIS CBS RADIO FOR GRAND RAPIDS AND KENT COUNTY Avery-Knodel, Inc., Exclusive National Representatives John handy set this world's record in Finland, in June, 1954. Hay 11> „ «, Mr. wn****" , ,. moving «** °^ the 32 Cear W. -„terested in *nSlBe Buyers ^aced over recently f"***^** ^?j. J! agencies » biuing i" "" + determine ^>.°°°- ^ our questionna^ -f^tn and . Cordi*Uy J**" %jkM**~ T. Sloan e pal^^ Why SPONSOR is FIRST with Timebuyers SPONSOR is pinpointed to the work- needs of timebuyers, account men and ad managers too- It's readable. It's a practical aid to the busy buyer from cover to cover. Any wonder it ranks first in this (or any other) objective study of radio / tv reading habits among national agencies and advertisers? P.S. A feic months back another broadcaster made an objective survey of ad manager, account executive and ti/mebuyer trade paper readership, sponsor was the #1 ch" SPONSOR THE MAGAZINE RADIO AND TV ADVERTISERS USE Ol ill' l.i ':• If- .Hi- SB) fog i-. '\\ e (lull I mind oni bit hav ing oui advertising • i lip i/iil.' ^ el w iilnii fi\<- minutes the) are '>n ili<- defensive .in< I reje< 1 1 1 1 u.- the < i it i« ism. \'«- ause thej feel the) .11 i guided b) irrational lives, the) .nunc thai oui -i u> I \ revealing thai iii.iiin of ilicni are is wrong. \ simple example showing how mistaken this reasoning can I"- is the following: '" \-k someone to tell you about his las) three i ai a< < idents and the avei - person w ill dea i ibe them in such .i u.i\ a- to put all tin- blame on the i. lli- i Irlliiw . \\ hich man w ill readilv admit thai In- bought a cai Onl) I c- i an-.- Iii- w ili- liked the color? It's like someone saying repeated!) he's not jealous ami you lake hi- word fur it. 1 1 I wenl to I in » agenc) men making isions ami asked them bluntl) whal the) based these decisions on. 1()() would ti-ll me: 'Sound research ami thorough analysis ol tin- appeals "I the product.' I -in- psychological techniques, we have discovered differ- entl) ." \\ hiii about ilii- - i iticism that "ad- vertising's ' urrent flirtation with mod- ern psycholog) i- also a trend?" Covet Cent™ Miuouti with >m Real ii iImv . t iiii.il Missouri mai kn with 186, 12 I radio Families' and a consumei income ol $698,- ■ in .i 1 1 1 ■ 1 1 % county, foul i m . '_■ nn .in. i covered I.N Kl \l KFAL Jt.il Sll.-i Mai . 900 KC • 1000 WATTS "It- like saying thai advertising's • on, nn uith people i- a passing trend. \ll we psy< biologists an- -a\ ing i-. ' \tl- vertising i- dealing with people. If you want to find out bo\t to reach ami move people, you have to find out what make- people tit k. It i- not a trend. It i- the filial discover) of the real i --tin c tici/: "I became aware, long a^o. that 1 1 1 > own attitudes to media are prejudiced b\ in\ own emotion-, conscious or un- con-i ious. For example, I suffer from oli-t ure emotional resistances to Sun- da) supplements, to all Hearst publica- tions, to billboards and to expensive l\ -how-. "I also suffei from obscure emotion- al attractions to The New Yorker, the \cn York Times and Life. "As soon as I became aware of these ii rational attitudes. I abdicated iii) presidential prerogative to influ- ence our agenc) - media plans. I trust that oui Media Department is relative- l\ rational in the formation of it- politic- ! Leo Burnett, president, Leo Burnett Co., Chicago: "\ am not silly enough to argue Ernie Dichter's point-. "\I\ own approach to advertising, including media, is very simple. It starts with an idea. If possible, it should be an idea that will cause peo- ple to talk over the back fence, which is the lowest cost, most effective kind of advertising. " \fter getting an idea which most closely approximates that high stand- ard, one is forced to look at the budget. The problem then becomes one of us- ing the available funds to put it in the places where it will multiply most rapidly. "Toward that end selection revolves around experience, common sense. facts, competitive forces, seasonal fac- tors, merchandising values and other things which are supposed to add up to good judgment. ' Fairfax Iff. Cone, president. Foote. Cone cv Belding, Chicago'. "1 don't think 1 have anv disagreement with Ii nest Dichter's findings on what sometimes influences people in buy- ing media. "I am assuming thai when Ernest -av- often, he means sometime-. \nd that when In- -a\- agencymen, he means advertising people generally. "This i- m) w av ol -av ing that I think vou mav have oversimplified. "To be -inc. there i- a great deal of tradition in the buying of media. 86 SPONSOR n minimi Your best buy in one of America's great markets — continues to build new sales at low cost — delivers a vast audience devoted to the programming pioneered by the management ot WERD, 1000 watts, 860 on the and now under the 5BIHE mniWGEmEnT in BRVTOUin GflLUESTOn and HOUSTOn it has become as important a voice in the Baytown-Galveston- Houston area as WERD is in Atlanta, Inspired by its new leadership, KREL will be a bigger salesman than ever before. Along with popular new features it will continue to serve the 100,000 Spanish-speaking people who look to KREL for the specialized programming they enjoy, Don't overlook your new opportunities at KREL, 1000 watts fulltime. Radio Division— Interstate United Newspapers, Inc. Represented nationally by JOE WOOTTON J. B. Blayton Jr., General Manager I 26 JULY 1954 87 I here are also fads and fan ies, "Bui ii mosl ii ■<-• I i;i men .u<- any- thing liki- cm own, the) are a prett) objo live crew, \ i ■ • { it the) don t moi e .1- rapidl) inn. nil new things .1- Bome vendor- lliilik the) -hould. il in.iv just be be< ause the) are a little bit like othei professional people h ho don i want to tak> chances n bethei this be wiili other people's rights oi lives . . . ■ •I Fortunes. "Perhaps I am jn-i getting "liu. ■ advei tisers t" a< cepl the rela- tivelj novel idea ol using motivation resi an Ii .1- .1 pra< tical means of im- proi 1 r 1 ■_■ advertising w ill be overcome, we believe, as the realization spreads that most advertising activities, when reduced to essential-, can l>e defined in terms "f human feelings. '" I kit i- whj we have been alile to successfully apply our knowledge of W^°*rs% Radio Station W J P S if THE sports sta- tion in the Evansville, Indiana market. If you want to reach MEN, check our avail- abilities around our live play-by-play sports ... the year around. ■*• LOCAL HIGH SCHOOL FOOTBALL • EVANSVILLE COLLEGE FOOTBALL ■*• BIG TEN FOOTBALL • LOCAL HIGH SCHOOL BASKETBALL • EVANSVILLE COLLEGE BASKETBALL • INDIANA UNIVERSITY BASKETBALL • INDIANA HIGH SCHOOL TOURNAMENT it NCAA BASKETBALL TOURNAMENT • EVANSVILLE BRAVES BASEBALL • 500 MILE INDIANAPOLIS SPEEDWAY RACE • OTHER SPORTING EVENTS AS THEY OCCUR Sports mean LISTENERS. Listeners mean RESULTS. Let us prove our worth to you. RelMfl J. Mclntoth, Gtnerol Manager iimisintid IT The Gtorgt P. Hollingbery Company '%3 "A RADIO IN EVERY ROOM" Evansville, Indiana human motivations beyond advertis- ing cop) to activities once considered 1. 11 gelj ni'-< hanical, bu< Ii as media : functional, Buch as packaging; -tati-- inal. -u< Ii as market analysis. We are even experimenting with tin* use motivation research in helping design new products and new packaging, be- ■ ause the emotions and attitudes <>f human beings are the real root ol • .1. Ii ol these problems. "Such resi arch could 1 ei tainl) not achieve maximum usefulness were it conducted bj professional social sci- entists working alone with Little prac- tical knowledge of advertising. Neither could it be done li\ professional ad- vertising people untrained in the knowledge and use of motivation re- search. In our own agency we have learned to combine and fuse a real un- derstanding of both advertising and moli\ alinii research, thus creating a new technique in which the total is greater than the sum of the parts." (Recently Weiss & Geller's motiva- tion department made a 2,500-mile trip through 11 cities in five states and conducted 78 depth interviews with retailers. Weiss says: "Over and over again we found that pricing and -t\l- ing of a line were not nearly so im- portant to a retailer as his feelings toward the manufacturer's representa- tive who (ailed on him.") James .»!. Cecil, president. Cecil & Presbrey, New York: "I find Dr. Di< li- ter's article provocative and interest- in-. 1 think most old hands in ad- vertising will agree that an imagina- tive approach to media lun ing is high- Is productive and that inefficiency lurks in the adoption of a conventional and traditional approach. Media buy- ing can be creative and should be crea- tive. The more creative the approach the more productive the advertising, whether it i- media hi copy we are dealing with. ■"While Dr. Dichter stresses the in- tangibles involved in media buying and spotlights the weaknesses of a timid approach, I am confident that he does not mean thai the media buy- ei should throw awa) the old yard- sti< k- of |ih\-H al evaluation. I take it that he recommend- broadening the buyer's perspective b) encouraging him lo disregard |iln-i(al measure- ments oi Space buying when the |i-\- chological factors in the situation en- • ourage departure from tradition.'" Stephens Dietz. , .f,.. Hen at. Ogilvy, Hen sun X- Milliter, \eu York: "The value of this article is its highlighting of the need lor men who have a total approach to the problem of an account rathei than specialists. "This, I Bubmit, i-= a- much a prob- lem in an agent j organization as it i- in media evaluation. It i- the problem ■ •I ageni v organization to bring to bear nn the problems of a client the brain power of each individual group of spe- cialists within the agency in such a vvav that the specialists see the whole i<>li and Btudj how best thej can help to accomplish the whole job. "In too man) agencies it is the prac- tice for the job to be divided into -mall pieces without letting the special- i-l- m pa ■ I i I \ . 2:00-2:30 p.m. w ross-the-board; Susan Adams Kitchen Fare, WABD, Wednesdays and Fridays, 1 1 :30-12:00 noon; news* asts bj Vrthur \ an Hoi ti, \\ \i;t l\. I I :00-l I :10 p.m., a< ross- die-board; The Ted Steele Show, \\ PI \. I uesdays, W ednesdays and I ii.l , - I i5 »:00 p.m. Steinbook told sponsoh thai Broil- (jink sales in 195 1 were better than double the L952 gross, thai i- vl<» mil- I in 1953, despite increased < om- petition. Broil-Quik's distribution pat- tern furthei reflei i- the growth of the firm. In L95 1 Peerless Ele< trie sold its Broil-Quik mainl) in eight majoi cities. Bj spring L954 distribution bad enlarged to ei pass over 10 majoi and secondary markets. \i this time Broil-Quik fell thai it was read} foi a more national adver- tising effort. In \|n N Hicks & • Jreisl was appointed as its new agencj . "Now the time bas i ome foi network tv," Max Steinbook told sponsor. In spring 1954 Broil-Quik (through 1 1 M k- & ( Jreisl i decided to buj into NBC TVs Home, with \rlene Francis to sell tin- broilers. Originally, Broil- MEMO TO MEDIA BUYERS: Vi'RBL Radio and WRBL-TV art' the ONLY media in Columbus with "AREA IM- PACT"! The only means of delivering your clients' messages to 92' r of ALL homes by radio and to 50 ("( of ALL homes by tele- vision . . . and, at lowest cost- per-thousand. WRBL AREA is IMPOR- TANT in the Southeast! Population 6*6,000 Families 150,000 Radio Homes I 58,000 Car Radios 82,000 TV Homes 74,000 Retail Sales (000) $360,500 E.B. Income (000) #670,000 fMV/0 COL UMBOS', GEO WG/A CALL -HOLL/N&3E72Y Quik was -' beduled to go on Home earl) in Bpring, bul the Vrmy-Mc- i .ii ili\ hearings delayed the firm's network t\ debut. \- June rolled around, l'i k Scanlon, Broil-Quik a/e, began to worry about the drop in Home viewers because "I the Senate bearings and network plans were post- poned until I. ill. Broil-Quik will be on the Home show once a week for eight weeks starting 16 September. Peerless Electric plan- t<> spend about 12.3 million in 1954 advertising. Most ul the increased budget is sched- uled for spot t\ program buys in 20 markets with emphasis on New ^ ork. In New ^ ork Peerless Electric has add- ed a half-hour film show on \\ \BI) to it- lineup: Life with Elizabeth, Mon- days and Fridays, 8:30-9:00 p.m. Max Steinbook i- a relative newcom- er in the electrical appliance field. He gol into the broiler business in 1950 when his lather. Isaac Steinbook. de- cided to turn bis somewhat dormant electrical heater business into a factory producing infra-red appliances. By year's end it became apparent that Isaac Steinbook had made a money- makiniz derision. Max Steinbook aban- doned his photography business and came into the Broil-Quik business as president. Rote-Broil was introduced in 1950 bj the Roto-Broil Corp. of America. The firm s advertising effort, however. began when the account appointed Products Services as it- agency in Feb- ruary 1953. Both Albert Klinghoffer, president of Roto-Broil, and Les Per- -k\. agencj president and account ex- ecutive, agreed to put 85^ of Roto- Broil's 8450,000 ad budget for L953 into t\. This decision resulted from Roto- Broil's successful debut on WNBT, \ew York, in February 1953. Roto- Broil's firsl t\ effort, like much of the firm - subsequent t\ advertising, was a mail-order pitch. \ $1,400 weekl) ex- penditure gave Roto-Broil nine an- nouncements per movie in Continuous Performance, Saturdays 2:00-5:00 p.m. Phone ■ alls to the station and to department -tore- as a result of this t\ participation convinced Roto-Broil of the selling power of tv. B\ summer, the firm tallied 1,000 phone calls a week in New York alone. In Vugusl 1953 Roto-Broil was read} to increase its t\ expenditure-. Products Services produced a -how for Roto-Broil, Roto Magician, which was original]) done live on WJPIX, but paid oil -o well for the firm that it was then filmed for use on many sta- tion-. I In- 15-ininute cooking pro- gram contains a demonstration of a series of re< ipes that can be prepared on a rotis-erie. Koto-Broil i- < on-tant- l\ on camera. The film stars Lestei Morris, a chubby, energetic former pitchman, who i- dressed like a chef; he plays the part of a man who cooks a- a hobby. During each of a series of 39 Roto Magician films Lester Morris discusses \arious recipes for entire meal- and proceeds to prepare them on the Roto- BroiL Some two and a half minute- of the show are devoted to a straight com- mercial pitch a hard— ell message driven home b\ Lester Morris. Here's how ii closes : "All you d" i- < all for a free 10- i!a\ home trial of the wonderful Roto- Broil Custom '400' complete with all the handsome feature- you've Been. If you order now well see to it that a leading store in your area will deliver your Roto-Broil '400' riidil away." Roto-Broil's pluL' of the local re- tailer, rather than a continuation of their previous mail-order pitch is part of their attempt to expand and solidif) their distribution. This hard-sell approach paid oil in dollars and cents for Koto-Broil. Said Les Perskv. president of Products Ser- vices: "'Within a year Koto-Broil went from fifth place in national sales to number one spot."' (Broil-Quik concedes Roto-Broil's supremacy in New ^ ork City only; claims number one spot in national sales. I The Roto Magician show was put on \\ BIX. New \ ork, on a te-t basis, once a week 7:15-7:30 p.m. in August 1053. Within two week-, the agenc) sched- uled the -how across-the-board. So satisfied was the sponsor with the -ale- results <>f this program that Roto Ma- gician ran on four New ^ ork t\ sta- tions i WNBT. WIMY W MID. W VBi TV) as well as in 33 other market-. Roto-Broil'- summer air schedule consists of a minimum of one 15-min- ute show a week on each of the fol- lowing stations: WTTV, Bloomington; WBZ-TV, WTAO-TV, Boston; WICC TV, Bridgeport; W VYS-TV, Charlotte. N. C; WKRC-TV, Ch* innati; W NBK Cleveland; WCOS-TV, Columbia. S. SPONSOR ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts! The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR The magazine radio and tv advertisers use CBS IN THE LAND GREEN BAY 5,000 WATTS COMPLETE BROADCASTING INSTITUTION IN f\u/t/nonci WMBG WCOD WTVR -AM -FM -TV First Stations of Virginia WTVR Blair TV Inc. WMBG Ths Bol|in9 Co ( : \\ T\ Y Columbus; WIAV-I), Dav- ton; WJBK-TV, Detroit; W I T\ . Du- lull.: KABC-TV, Loa Vngeles; KSTP- l\. Minneapolis; KMPT, Oklahoma City; KOMO-TV, Seattle; WRGB, Schenectady; \\ SPD I \ . Toledo; \\M\I.T\. Washington, D.C.; WSJS- I \ . \\ inston-Salem. In sonic instances the agency ran into resistance to the film from tv -ta- tions which objected to Roto-Broil's application of the ''Charles Antell" formula— the program-long pitch for a iuu.hu!. Howe\er, -aid Products Ser- vices executives, this objection oc- < lined rarelj and usuall) onlj incases where a station's lime was virtually complete!) sold and the station pre- ferred to sell participations in its own local cooking show. RotO-Broil's t\ effort — the Roto Ma- gician show as well as live and film commercials — took some 85% of the firm's 1953 budget. To supplement this tv effort in New York throughout the \car Roto-Broil participates in Bar- i\ Cray's nightlv radio newscasts over W MCA. New York has been traditionally the most important market for electrical home appliances. It was natural, there- fore, that the two most aggressive ro- tisserie manufacturers spent the bulk of their effort and money on becoming established in the New York market first of all. Prior to the development of thebroil- er-rotisserie, table model broilers that cook food through infra-red heating coils were being sold in the L.S. These had been on the market since the late Thirties, and here, too, the bulk of sales came out of New York. In 1946 Rotiss-O-Mat introduced a larger broiler for institutional use in restaurants and luncheonettes. This broiler was the first to feature a rotis- serie. By 1950 and 1951 several man- ufacturers had added these larger oven- type broilers to their line and in 1952 these units outsold the old-fashioned table models by 10 to one. In 1952 some manufacturers added mli-series to their table broilers, rais- ing the retail price of these unil< bv 2 >' - over the previous year's model. These broiler-rotisseries accounted for the greatest portion of 1953 broiler sales. Products Sen u es found earl) in L953 that a substantial segment of the rotisserie market can be reached with independent radio stations like \VO\R. which program classical music. The agency is currently introducing its ra- dio formula, successfully tested in New York, into other markets. Although The Roto Magician film has helped Bell M-iNseries as a necessity. Products Services doe- not want to overlook the significant portion of the population who \ putting it- ""Broil-Quik Robot Chef." a $59.95 unit, on the New Y>rk market in greater quantities than ever before. Since the Broil-Quik Robot Chef was available to discount houses, the price on this unit began to drop. This move was countered with further price cuts bv Roto-Broil. which de- 92 SPONSOR rived close to (><>'< of its 1953 sales from the New York market. What fol- lowed was a price war which lasted through April, and which was deep- ened hy the already -existing problem of discount houses in the New York area. Had this price war been waged in a declining market, both manufacturers could have been permanently hurt by it. However, three factors contributed toward ending the trend: (1) The de- mand for rotisseries kept rising under the pressure of intensified tv advertis- ing on the part of both major rotis- serie manufacturers. (2) The price war was waged in New York City, did not spread to other markets and could therefore be controlled. (3) Discount houses, which tend to intensify any price cutting, are strongest in the New York metropolitan area. Both manu- facturers claim to be fair traders and say that they limit distribution to out- lets that abide by the nationally set price. Roto-Broil Corp. of America con- tinued to push distribution in all ma- jor U.S. markets with spot tv program buys and participations. Since spring 1954 Roto-Broil has al- so been pushing distribution into 50 smaller markets, forging distribution with its spot tv program buys. The pattern for forging distribution is usu- ally the following: Live demonstrations in department stores and major home appliance stores, followed by heavy tv advertising. These in-store demonstra- tions generally tie in with the tv pro- graming— in fact, Lester Morris often appears himself in these stores to show various uses of Roto-Broil. That his salesmanship is effective can be seen from just one write-in re- sult: In fall 1953 Roto-Broil had put out its own cook book to promote cooking with a rotisserie. This book retailed at $1 and was sold at the vari- ous stores that sell Roto-Broil. Roto- Broil advertised this cook book with announcements in the Roto Magician show on WPIX in October 1953. The announcement produced 30,000 written requests for the book. To date 130.000 copies have been sold. Other rotisserie manufacturers have not advertised as aggressively as the two relative newcomers, Roto-Broil and Broil-Quik. However, the consen- sus among their ad managers points to greater use of the air media within a vear's time. >fi Kl RM-KMBt l\ ol Kansas ( ii\ . Storm i- seeking .1 new iei linn. In addition t" a background of 1 1 years "I radio and >'< j ears ol teleA ision, Storm ha- had excellent business experi- ence. Pi 101 t" entering radio Fulltime in 1940, he was di- ir, t.u ol radio and assistant advertising manager for a chain of gro< 11 \ stores. 1 le has had experience also a- an assistant iralli* manager and a- credit manager for l«.tli wholesale and retail credits. Station experience includes \\\ \\. Yankton. S. I).. KSO and KRNT, Des Moines, WOW and WOW-TV, Omaha, KFAB, Omaha and KMBC-KFRM- KMBC-TV, Kansas City. Well versed in all radio and tele- vision sales, promotion, pro- gram and managerial problems. Stoi in i- seeking a position that w ill full\ utilize his talents and experii nee. He is 13 vears old. He is stead) and moder- ate in all things. He and Mrs. Stoi in have a son and a daughter. Moth the young people are in college. Mr. Stoi hi i- an expert at sales pres- entations, publicity and ad- vertising. He has produced several industrial and docu- utar\ 61ms Vmong 1953 a iplishments were ten naiion.il awards foi k\ll!< Storm is also expei i- <-n< ed in publication work and was rei entlv named "Editor ol the ^ ear" l>\ the Kansas ( i|\ Industrial Editors. Storm can be reached m 5635 Lot ust, Kansas < n\ 10, \fo. Telephone J ickson I -I '< or bj 11 I lllim 1 ill r nl SPONSOR. 40 E. 49 St., New York 17 CAN UHFSELL? I ( ontinued from page 13 i qualit) and ratings, and as the numbei ol t\ Bets in the I ,S. increased, these -l<.t~ became the envj of other adver- tisers. I lif operators feel that a new pioneering < ycle is in operation <>n uhf outlet-. \lread\ advertisers like \n-< ,, i films i . Fritos > a corn snack i and Mogen David Wine are moving in on what i- like|\ to be a -erie- ol well- rated uhf spot pei iod-. • Syndicated film advertisers who spot their t\ film -how- in a numbei ol markets. V- film advertisers are full\ aware, network- have lately been striving to recapture more and more "station option"' time in which to aii late-night and afternoon network pro- grams. Ill i ~ puts the squeeze on \hl stations in main areas. W ith more available time in main cases than a competing \hf outlet, uhf stations are in a position to offer some prime half- hour evening time slots to multi-mar- ket film advertisers — and will guaran- tee the -lot for at lea>t a \ear and tin- rate for at least six months. Meanwhile as a reminder that uhf stations perform like other tv stations — that is. the) can sell merchandise and services successfully — SPONSOB presents several uhf t\ success stories. These reports were gathered as part of a SPONSOR surve) of the 122 uhf out- lets now on the air. \. linen will note the wide \ariet\ of both advertised products and air advertising vehicles. Wilkes-Barre, Pa. [WBRE-TV, Ch, 28 I : One of the most common faults admen like to find with uhf televi-ioii is usuall) -tated as "uhf doesn't reach out as far as \hf and can't real!) do a job." This, however, doesn't take into account the fact that the FCC has granted uhf stations higher power to push the signal out to limits that re- semble vhf. WBRE-TV, for instance, has in-tailed a L2.5 kw. transmitter which gives the station (because ol antenna design I an effective radiated power of 225,000 watt- and a signal out to about To miles. The station reaches over 1.57,000 t\ families. Uthough WBRE-TV carries almost all ol the NBC I \ i ommerx ial network shows, it also produces main well-rat- ed shows for -pot advertisers. One such show i- Sews Review, sponsored bv Motor I win-, a local lord dealer. I he program < osts vl 18 week!) . in- eluding time, talent and production. Said Russell W. Frantz, president of the auto firm : "Motor Tu ins \<-ns Revieu has never failed to produce tangible sale- results usual!) the da) after the tele- cast and. in -ome instances, the re- Bults have been amazing. Recently the sale of 32 used cars was t com- mercial went on the air in the 2:30 p.m. to 4:00 p.m. Del Gore show on KJEO-TV. 1!\ the following morning Tom Roberts, general manager of the subdivision, called the station to re- port that the single commercial had sold three $9,000 homes directly. To- tal cost of the announcement on the uhf outlet: $31. This was a return on the advertiser- investment of around 000 to one. Portland ', Ore. {KPTl . Ch. 27': Portland, hub of the nation's wealths Northwest section (apples, salmon. lumber, mining and so on), was the country's first post-freeze uhf market and as such has closer) been watched b) everyone from agencymen to t\ manufacturers. Portland is also proof of another fact: You can't make -nap judgments about intermixed market- particular* l\ if uhf gets on the air before \hf out- let-. Two stations serve Portland to- d.n KPTV, a uhf outlet, and KOIN- 94 SPONSOR i TV, a \hf station. KPT\ went on first. Results: Since the station had a head start in which to line up spot and network business, 100% of the sets in the Ki' I \ market are equipped to get both vhf and uhf. The two sta- tions therefore compete on an equal basis, each airing about half the top network shows. Reported Russell K. Olsen. manager of KPTV: "According to our most recent anal- ysis, our station has considerably more total dollar volume of business than the vhf station in Portland. Our local volume, our analysis showed, is more than twice as much as the local volume on the vhf station. This is sig- nificant because it shows the strong acceptance of uhf by the local people who know the situation best. Our na- tional business lags somewhat behind that of the vhf station, probably due mostly to the adverse publicity that uhf has been getting nationally. However, national sponsors are gradually begin- ning to realize that Portland is the outstanding uhf exception." Saginaw-Bay City, Mich. [WKNX- TV, Ch. 57 ) : Like Portland, Ore., the Saginaw area of Michigan I the state's fourth largest population area) is now an intermixed market, but the uhf sta- tion had a head start and is holding its own against newcomer WNEM-TV, a vhf outlet. According to the station, there are some 100,000 uhf-equipped homes in the WKNX-TV area. In the near future, the station expects to go from its present ERP rating of 19.000 watts to 207.000 watts, thus intensify- ing and expanding its signal. Among WKNX-TV's success stories is this one for the John Schmelzer Fur- niture company (see photo page 42). Late in April, the firm contracted for three one-minute announcements fea- turing a stock of "television swivel rockers." A live announcement, pro- duced by the station, was used. Re- sult: with the first announcement the entire stock of 24 rockers was sold ($59.50 each I and an additional dozen rockers for $79.50 each were also sold. Thus, for an investment of $86.34 the store sold $2,364 worth of merchan- dise. Sales cost: about 3% of the total sales return. The sponsor had to shift his other two announcements to one-minute films featuring Simmons Mattresses, which in turn again boost- ed product sales. At this time, the market was intermixed between vhf 26 JULY 1954 and uhf. \i andthei time, also after the vhi Station started, a local auto dealer boughl a live show Featuring local amateur and semi-pro talent. Last Jan- uary, the first program in the series produced 3,800 letters a- part of the voting (it later rose to 7.000 weekly I. On the second program, the sponsor advertised five useil cars, even though it was the height of winter. Three hours later, all five cars were sold and bv the following morning two new cars were sold as well. West Palm Beach. Flu. [W1RK-TV, Ch. 21) : This famous resort market is still a uhf-only area, although a vhl station is expected soon and some fringe vhf reception comes into the area. Station Manager Arthur L. Gra\ . however, is confident about the out- let's future. He told sponsor: "Channel Two through 82 is televi- sion. It should not be separated by the trade into a giant and little brother. Some operators opened a uhf tv sta- tion as if they wanted to go into com- petition with WNBT, not like a sound business. If some operator wants to open a tv station as a majestic symbol to his ego, that's fine — but don't holler when the dough coming in imi t equal in the dough going out. Typical ol the local success stories enjoyed l>\ the station is that of ll"l- ness Motors, a local Ford dealer, who recentlj told the station : "We contracted for a spol on youi opening night w itli a certain amount ol misgiving. However, from the tele- phone calls and personal contacts that we made as a result of that spot, we aie happy to be in a position to con- tract for spot announcements thai will run for the next year. This advertising medium has opened a new potential with us for customers. Keep up the good work." Pittsburgh, Pa. {WKJF-TV, Ch. 53) : This important Industrial me- tropolis, home of Gulf Oil, Westing- house and U. S. Steel, has long been a problem market for tv advertisers. The one vhf station on the air. Du Mont- owned WDTV, has been jammed with network shows for several years. But two uhf outlets, WKJF-TV and WENS, have recently been a factor in creating new competition in this area. WKJF-TV, however, recently sus- pended tv operations (although it did not return its c.p. to the FCC I . Rea- WORDS TO THE WISE MICKEY SCHWARZ, president of A.T.V. Film Productions, has been assigned by Compton Advertising, Inc., — for the Second year — to produce and direct Procter & Gambles "Fireside Theater" formats and commercials, featuring screen star Gene Raymond, for the 1954-55 season. A. T. V. FILM PRODUCTIONS, INC. 1600 Broadway • New York 19, N. Y. • Circle 7-6434 "Creative Motion Pictures for Television" 95 son: nol enough advertising —ti|»j.«»i t tn. in eithei network "i Bpol advertis- Most sponsors, it appeared, pre- t,i red i" ■ i owd "ni" the lo» .il \ lil "in- let Bomewhere rather than take .1 - hance on uhf, even though the < on- version rate was ovei 10' in .1 mil- lion-tv*home area. Not thai \\ K II I \ didn'l | Iu< e results. It did. I lere i- ;i i\ pica! local -hi . • Pi mi Baking < !o., w hich 1 una a chain "I eight stores, bought three 15- minute segments on the locall) pro- duced Ernie \eff show, which fea- tured organist Neff playing request numbers. Vftei the se< ond set "I three segments, the owner of the Perm llak- ing chain reported that his business had doubled, with man) people dail) asking F01 I 1 nie Neff specials. Sacramento, Col. (KCCC-TV, Ch. 10): Operating in a uhf-onl) market, K( ( C-T\ - genera] manager, \-hle\ L. Robison, told SPONSOR of these lo- cal-level sua esses: Mogen David Wine This national spot advertise] uses the Dollar A Sec- ond show in Sacramento. The local disti ibutor reported that after three months on the aii sales had increased ovei the Novembei I •>• ember- Januarj level ol the pre^ ious war. .--kin Deep In Bix weeks, ilii- new beaut) product obtained ovei 90^5 dis- ti ibution in tin- k(!C(!-'l \ coverage ana ami some $5,000 in -ales. kiii Inn Fresh Potato Chips Spon- sors of the locall) produced iWj.nm and SiSi program and using no other ad- vertising, this firm in a few weeks ex- tended its deliver) routes and added two additional 1 1 inks as a result of t\ -indu< ed sales. The station i- affiliated with all four t\ networks on a per-program basis. • • • STATE FARM (Continued from page 35 1 agenc) lone b) supporting its sales efforts. 3. To obtain new sales by acquaint- ing prospective members with State Farm and its advantages. Previous to February 10.">] 1 when the firm started in radio I. State Farm used onl\ magazines, headed by Life and Time and including science and farm publications. Feeling that its print schedule needed some supple- menting and that it would also like to get it> message across with greater urgenc) and frequency than the mag- azines allowed, the firm turned to net- work radio. This air medium was at- tractive because it not only offered the opportunit) to reach a large audi- ence but it also allowed the flexibilit) of "dealer cut-ins." The local State Farm agent could break into the net- work commercial and <:i\e his name. address and phone number. Since Stale farm operates through its local agents, this would naturall) be of in- estimable value. So in Februar) lo.~>] State Farm began sponsorship of Cecil Brown on Mutual on a once-a-week basis. The firm's total ad budget then was $450,- 000, with approximatel) $200,000 go- ing for the radio effort. In December 1951, Cecil Brown was expanded to twice a week 1 ti\ e min- utes per show I. I hi- 1 ontinued till March 1954 when the Saturda) night Brown -how was supplanted with a 10-minute sportscasl b) Jack Brick- house. I he Brown show on Sunda) was also expanded to I" minute-. In sponsoring a commentator like Brown. Mate Farm i- aware that he will often express controversial views and that it- sponsorship might be construed as tacit endorsement The company, however, look- on the edi- torial portion of the program as al- ino-i separate from the commercial a- pect; it states that it i- buying an au- dience, not Brown's views, and that it- 011K endorsement of Brown i- its approval ol the size audience he makes available for the firm's commercial message. "We don't presume to have an) deep-down philosophy on this sub- ject," says Bischoff, "and feel that it's a problem for the network- and broad- casters in general to re-ol\e." The company tries to coordinate and retain a basic identit) in both the air and print efforts. Currently, the cop) theme i- centered around careful driving. Print ads appear in Life, I ' imr. Popular Science, Popular Me- chanics, Farm Journal. Successful Fanning and about a half dozen other farm publication-. Radio pluu- are delivered bj an- nouncer Ted \Ialle\ on the Brown -how. Ii\ Jack Brickhouse himself on his program. Here i- a typical com- mercial b\ Brickhouse: Do you think your auto insurance cost is too high? Would you like to cut it down cut it down perhaps as much a.s 10', without cutting down benefits? Well, if you're the fond of driver who's careful, uses good jmlg- rneut and common sense when behind the wheel, it should be easy for \<>u to do. For it should be easy for you to qualify for membership with State Farm Mutual the famous "careful driver insurance company" The cost of State Farm insurance is loner than the cost of ordinary auto insurance — in many areas as much as |i»', lower — because State Farm de- liberately aims to insure careful driv- ers only. This holds accident costs to a minimum. For full details includ- ing the exact amount you can save il you qualify ior membership, talk to any one of State Farm's 7.000 agents. There's no obligation, of course. Ami I'll be back at the end of the program to tell you hou to contact the agent nearest \ou. At the end of the program, local agents are identified on individual sta- tions. State Farm has made use of this lo- cal cut-in in another way. When states were passing safety responsibilit) laws 96 SPONSOR t.bl' ol Con<« r* »'»,-)M •F""""",. TELECASTING Newly Published . for Everyday Use The Industry's Acknowledged Reference Guide Fall 1954 TV Factbook Semi-annual Edifion of July 15, 1954 (400-pp.) Contains more than 50 directories, in one convenient volume, giving you the precise information you need, quickly, accurately, and completely . . . saving you countless hours of valuable time. TELEVISION STATION DIRECTORY Rate digests, personnel, facilities, and other data covering all commercial telecasting stations in operation in the United States and Canada as of July 15, 1954, TELEVISION NETWORKS: RATES, PERSONNEL & DATA With inter-city hookups presently available via coaxial-microwave connections. TELEVISION STATIONS IN LATIN AMERICA Operating or authorized as of July 15, 1954— with personnel, facilities and other data. FOREIGN TELEVISION STATIONS Operating or planned as of July 15, 1954. TELEVISION STATIONS OF THE U. S. BY CALL LETTERS EXPERIMENTAL TV STATIONS AUTHORIZED BY THE FCC Status as of July 15, 1954. OWNERSHIP OF TELEVISION STATIONS BY CATEGORIES Networks, newspapers, theatres & manufacturers owning or hold- ing interests in TV stations; multiple ownerships. SALES & TRANSFERS OF TV STATIONS, 1949-54 Including purchase prices, principals, etc. FINANCIAL DATA ON TV & RADIO STATIONS: 1946-53 Summaries as compiled by FCC Economics Division. NETWORK TELEVISION & RADIO BILLINGS Tabulated by months: 1949-54. THE TOP 100 NATIONAL ADVERTISERS OF 1953 Listing dollar expenditures in the four major media. NATIONAL SALES REPRESENTATIVES OF TV STATIONS Including branch offices and lists of stations represented. MAJOR ADVERTISING AGENCIES OF U. S , CANADA & MEXICO TELEVISION PROGRAM SOURCES Directory of owners, producers & syndicators of live and film material offered to TV stations. TELEVISION SETS-IN-USE Latest available statistics. CONGRESSIONAL TV-RADIO GALLERIES FCC COLOR TV STANDARDS With Appendix describing operation of new system. )MAP OF TV AREAS & NETWORK ROUTES (Color Insert) (43 x 29-in.) Showing present and projected microwave and coaxial routes (accurately drawn by AT&T engineers), time zones, all stations in operation, all cities over 10,000 pop., all cities with TV applications or CPs. NEW STATION APPLICATIONS & CPs CONSTRUCTION PERMITS ISSUED FOR NEW TV STATIONS List of oil CPs granted and their possible storting dates. APPLICATIONS PENDING FOR NEW TV STATIONS Complete tabulation of all applications filed with FCC, includ- ing addresses, facilities sought, proposed equipment, principals and other data. CHANNEL ALLOCATIONS VHF & UHF ALLOCATIONS BY STATES AND CITIES Including U. S. Territories and Possessions. VHF & UHF ALLOCATIONS BY CHANNELS Under New FCC Rules & Regulations. CHANNEL ALLOCATIONS FOR CANADA AND MEXICO Assignments affecting border areas. STATIONS AUTHORIZED, BY CHANNELS MANUFACTURING TELEVISION RECEIVER MANUFACTURERS OF U. S. & CANADA With addresses, executives, plants, etc. CATHODE RAY & RECEIVING TUBE MANUFACTURERS Including manufacturers of tube blanks, metal cones, face plates. MANUFACTURERS OF TV TUNERS Including manufacturers of UHF converters. TV RECEIVING ANTENNA MANUFACTURERS With trade names and description of products, etc. PHONOGRAPH & RECORD MANUFACTURERS TELECASTING EQUIPMENT MANUFACTURERS Directory of manufacturers of transmitters, towers, antennas, studio equipment, theatre TV, industrial TV, community TV. TELEVISION RECEIVER PRODUCTION As estimated by RETMA, by months; 1947-54. RADIO RECEIVER PRODUCTION As estimated by RETMA, by years; 1924-54. FACTORY, DISTRIBUTOR & RETAIL SALES 8 INVENTORIES TV and radio, as estimated by RETMA by months; 1950-54. TV & RADIO TUBE SALES As estimated by RETMA, by years; 1922-54. FINANCIAL DATA ON TV-ELECTRONICS MANUFACTURERS Year-by-year tabulation of sales, profits and dividends. MISCELLANEOUS SERVICES FEDERAL COMMUNICATIONS COMMISSION Directory of organization and personnel. ATTORNEYS PRACTICING BEFORE THE FCC Specializing in TV-radio practice. CONSULTING ENGINEERS & ENGINEERING SERVICES Directories of engineers specializing in TV and radio, technical services, management and planning services, station brokers, network engineering departments, etc. ORGANIZATIONS DEALING WITH TELEVISION Advertising, broadcasting & telecasting; motion picture & re- lated groups; music licensors; technical groups; manufacturing, merchandising & servicing. RESEARCH ORGANIZATION DEALING WITH TELEVISION LABOR UNIONS IN TV, RADIO & RELATED FIELDS PUBLICATIONS DEALING WITH TELEVISION Trade, technical and advertising periodicals. CONGRESSIONAL COMMITTEES HANDLING TV-RADIO MATTERS "HEATRE-TV INSTALLATIONS IN USE COMMUNITY TELEVISION ANTENNA SYSTEMS State-&-City directory of those in operation, under construction or planned. VOLUME OF ADVERTISING IN U. S. BY MEDIA, 1946-54 Television Digest Wyatt Bldg., Washington, D. C. Please send me copies of Fall 1954 TV Factbook (including map) (ffi $4.00 per copy. Name Company Address City □ check herewith □ bill 26 JULY 1954 97 WTR1 ALBANY SCHENECTADY TROY, cfelfvef® 90,000 UHFSett SEE YOUR HEADLEY-REED Man OTHMWi njimwi If you use TV film you need BONDED TV film service! Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records • Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment (NDED TV FILM SERVICE LOS ANGELES • NEW YORK 904 N. la Cientgo 630 Ninth Ave. BR 2-7875 JU 6-1030 FASTER, SAFER, LESS COSTLY... Because It's More Efficient I a few years ba< k. the auto insurance companies were conducting intensive i ampaigns in ea< b state dui ing an agreed-on pei iod prioi to 1 1 1 « - effei tive date of the law. State Faun utilized its radio facilities for the campaigns by separating the affected Btates from the real "I the network during the com- mercial time, jii\in'j each local cam- paign greater effectiveness by having il associated with a national network show . "Radio- states spokesman Bisi li< -IT. "i- most effective when used consis- tently .uhI often. It- effectiveness stems from it- repetitive impact. I he same message drummed over and over again into tin' listener - consciousness lias a cumulative effect. This is aided by radio- compatibility with other activi- ties. But State Farm also has a high re- gard for t\ which, it states, "has the unequalled advantage of visual demon- stration." Currently, the firm is testing tv on the West Coast. The venture started (6 [Each of u> ha> a responsibility] to in-i-t that violations of pood faith and taste and sense are never as good a* when these are preserved. This, I be- lieve, takes a good deal !«*>> courage than conviction — and a dedication to the proposition that advertising is much belter, more resultful and less costly and more satisfying at its best." FAIRFAX M. CONE /'resident Foote. Cone & Belding Vew York in \piil 1954, is running on CBS sta- tions in three markets. San Francisco. Los \ngeles and San Diego. It con- sists of participations in a Morning Shou type of program called Pano- niimi Pacific, aired from 7:00-9:00 a.m. in which State Farm sponsors a news segment twice a week. However, it i- a- \et too earl\ to predict am re- sults from this test, says the company. \\ 1942 had grown to first place in the auto insurance indus- try. It has continued in this position to the present time, today insures well ovei 3,000,000 autos. State Farm's Life companj came in- to being in 1929, the Fire and Cas- ualty company in 1936. These com- panies, too, are showing healths busi- ness increase-: the Life income was up 36$ in 1953 over L952, the Fire 33%. I he nation s general economic Btate, according to the company, affects State Farm's business only to the extent of modifying it- growth rate in national downturn- and slightl) boosting it in upturns. In other words, the company has none ut the cyclical peaks and val- leys most businesses experience, onlj peaks. State farm look- to the future with extreme optimism, sees only continued growth. It Bays, with >ix million new autos in the I .S. next year, it figures somebody is going to insure them. \l-o. somebody is going to sell life in- surance to the "million new families," and somebody i- going to insure the ■■'Jin ).(!( in new dwellings" against fire, i Ml figures are State Farm's, con- tained in its report. "People, Policies and Progress in 1953.") For the State Farm Mutual Auto- mobile Insurance Co. the In wind i- now. "If we could write the third mil- lion in '53, we can write the fourth million in '55." * * * CROUP APPROACH {Continued jrom page 38) ket list is generally the re-ult of pre- liminary agency-client meetings at- tended by the account people, someone from marketing, possibly the media di- rector or the associate media director. During these preliminary meeting- not only the markets hut the budget and length of the campaign are decided upon. Timebuyers are rarely called into these meetings. \fler the preliminary meetings the media department is asked through the account group to make recommen- dations on this budget The-e recom- mendations might -how tlie number of announcements the client could afford per market per week for the duration of the projected campaign. "Some three months may pa— be- tween the budget allocation and get- ting the client's go-ahead on a cam- paign," one timebuyer told sponsor. From the client's market li-t the timebuyer then sets up file folders on a "per market" basis. He then com- piles a list of all the stations in each of the market- on the list from Stand- ard Rate and Data. \ < hart i- made 98 SPONSOR up 1>\ markets showing each station and its rep. This chart serves as a checklist of necessary calls to reps and stations, if these are not represented. From this checklist the buyer or his assistant or secretary calls the reps and tells them what he wants. It gener- ally takes between half a daj and two days to make these calls. If the assis- tant or the timebuyer's secretary makes the call, the rep often calls the time- huyer back directly to confirm the availabilities he wants and to make a pitch for the business. Usually the timebuyer gives the rep about one week to send along the avail- abilities. He then uses a second check- list to mark off the station, its power, its rep and whether the availabilities are in or not. When all the availabili- ties for a particular market are in, the buyer makes a choke and is readv to place the campaign. However, it usually takes from three days to four weeks between receipt of availabilities and the start of the cam- paign. Because of this lapse of time during which the client signs estimates, some time slots originally offered to the buyer by a station or rep may no longer be available. After making his choice from among the availabilities, the timebuyer gets verbal and then written confirmation from the reps. This must be checked for accuracy by his assistant or sec- retary. He also has to check on make- goods and credits. After he has placed an order in a market, he notifies the traffic depart- ment to send copy to the station. Once he has received written or ver- bal confirmation from the reps, he sends schedules out to the client (for field men, distributors, jobbers, oth- ers I . These schedules include the name of the station, length of the schedule, length of the commercial, whether it's iive or e.t., the name of the adjacencies and their ratings, if available. During the course of a typical 13- week national spot campaign a time- buyer's contacts with other agencymen, clients, reps and stations may number 200 or more (see chart on page 37). At Benton & Bowles, a timebuyer would be in touch with the associate and/or assistant media director at least three times daily during the prepara- tory stages of the campaign. Before making recommendations, he'd have some two or three contacts with Broadcast Analysis, within the media department. He might possibl) see the client once or tw ice during course ol campaign. lied see the account people at least lu ice a day . Before the planning of the campaign he might see the v.p. in charge of me- dia some five or six times. rhroughout the campaign he'd be in touch with other buyers within and outside his group once daily. On the two days when he's ordering availabilities, he'd be in touch with the reps 15 or 20 times. During the tlm-c <>i [oui days when the reps submit availabilities. In-'d ha\e ~i\ <>r seven contacts with them. For a week afterward, he'd be check- ing additions and confirmations, and would have contact with reps about lw ice i client. I hi associate media .In. . tors, \ .p. in < harge "I media and senioi \ .p. in charge "I marketing are part ol a Media Planning Committee, whose decisions rest upon the infor- mation gathered from the timebuyers and spacebuyers. Here's how Charles Pooler, B&B Benior v.p. of marketing, outlines the advantages <>! the group system: "The accounts gel the direct atten- tion of several rather than one all-me- dia man. The individual buyers have .1 • bance to gel greatei understanding of the marketing problems oi t ln-ir ac- counts through dail) contact with ac- count personnel and the associate and assistant media directors. Dave Crane, B&B v.p. in charge of media, added that the group -\-tem FIRST POWER Kansas' Most Powerful TV Station KTVH blankets OVER one half the entire population of the state of Kansas with o\ i i< 5095 satur- ation. Nowhere else in the rich Kansas market can you bllj such volume backed with a loyal view- ing audience for concentration selling. See Your KTVH Sales Representative Today! CMANSIl 13 KTVH HUTCHINSON ■ WICHITA VMF 340 000 WAITS CBS BASIC DU MONT ABC REPRESENTED BY H R TELEVISION INC COVERS CENTRAL KANSAS has given media recommendations more objectivity. "Rather than one we now have Beven or eight all-media men. This helps us \>> have a strnngei balance in planning sessions. Of course, this operation is more expen- sive foi the agencj because manage- ment now has more high-priced guys on tin- pa) mil bul it - given the me- dia department more stature, and the clients far better service." The associate media director's re- sponsibilities are broad in scope. He directs media planning incoordination with account groups, and. when neces- sary, nut l- vsilh the Media Planning ( iommittee. He serves as primary contact with the client and account supervisor in behalf of the media department. He i> the one who organizes and de- velops assignments within his group. \nil he ma\ also establish media poli- cies and methodology of evaluation ap- plicable to his group. Above all, he is the head of creative media planning for his group. The assistant media director acts as his alter ego, executing approved plans through the buyers. He's the coordi- nator within the group, because he's the point where print and broadcast media are brought together. Network planning and negotiating are done by the associate media direc- tor in conjunction with the radio-tv program department. Timebuyers function here is mainly to clear sta- tions and to accept delay time. Mam other agencies have a similar syste f organization. McCann-Erick- son, for example, regrouped the people in it- media department in summer 1952. Bill Dekker, \.p. and director of media for McC.ann-I.rickson, said that the main objective of the reorgan- ization was to develop "a higher de- gree of account responsibility and su- pen ision." McCann-Erickson's media depart- ment is divided into three groups, ea< h headed h\ an associate media director. I nder the associate media directoi there- a print supervisor and radio-tv supervisoi with assistants and estima- tors undei each. In oilier words. M<- Cann-Erickson has the equivalent of B&B's Media Services group divided among the three operational groups. However, outdoor and transportation advertising form a separate section within the media department which serves as a pool for the three account groups. I he account groups at \l<(!ann- Erickson are also determined l>\ work- load and for administrative reason- rather than on the basis of product category. I hese groups i omprise Borne 1") broadcast media supervisors and buyers, whose salaries range from >.->.( II HI to SI ].i H 10. Vnthon) I lePiei ro, \ .p. and media diro i"i al Lennen \ Newell. Bays that hi> media department "is based on an integrated plan, broken down b\ ac- COUnl groups." Lennen \ \euell has lour such account groups, divided b) billings and work. I here are four group supervisors and about four buy- ers on each type of medium. Well over half ol the top 20 radio-t\ agencies follow some variation of the group system in the organization of their media department. In some in- stance-, the estimating and contract people are organized into a pool that supplies the buyers in their various ac- count groups. In other cases, estima- tors are assigned to the buyers with- in specific account groups. Differences also exist in terms of the media de- partment"- jurisdiction over media re- search. The trend of major agencies toward reorganization began in the postwar period. Although the structure of media departments is -till in a state of (lux in most of the top agencies, a gen- eral reappraisal b\ agency manage- ment of media organization has led to widespread change toward this more integrated system. (For details about the background of the three systems of media organization see sponsor. 25 \uiMist 1952. i * • • CREATIVE AND CONSCIENTIOUS TV Producer-Director now working in major market. Experienced in all types of local programming. Seeks new position wit I i station, agency, or TV program producer. Any w here. Box 726 SPONSOR 40 E. 49th St., NY 17 100 SPONSOR I BARBER'S SUPER MARKET {Continued from page 39) with two local air vehicles: 1. What's Cookin' 110:30 a.m. -10: 45 a.m., Monday-through-Friday) on KABQ. As described to SPONSOR l>\ KABQ's young (23) program direc- tor, Lowell Christison. it's "an audi- ence participation show where house- wives try to guess the correct title of a recipe in Barber's Master Cookbook when the ingredients are mentioned on the air. Both ends of the conversa- tion are broadcast, using a beeper note on the phone. Various local prizes are given." The show, incidentally, has done so well for Barber's that the firm is contemplating expansion to a daily half hour. 2. Country Melodies 1 8:30 a.m.- 9:00 a.m., Monday-through-Friday) on KOAT. Since Albuquerque is a Span- ish-American city rich in the history of the Southwest. Barber's wins a siz- able listening audience with a combi- nation of folksy Western music and homemaking hints in the second of its daily shows. Both programs use com- mercials ( usually featuring nationally advertised products ) which are geared to produce specific sales, but which avoid any hoopla about "best prices in town." Starting Thursday at noon. Barber's really blankets Albuquerque's outlets. A total of 130 announcements are aired during the weekend. KABQ and KOAT each carry 30 announcements, KGGM carries 20 and KOB airs 50 time-signal station breaks. Barber's air tactics pay off in sales. For example: • A few months ago, Barber's stocked a then-new brand of chili which had no distribution previously in the Albuquerque market. For 13 weeks, Barber's featured it strongly on its radio shows and announcements. Based on what Barber's had figured would be a fair quota, sales on the item reached a point 300% above the pre- set quota. And. due to Barber's air advertising, which was the only me- dium used in this case, apart from store displays, public demand for the prod- uct was so great that jobbers had to place it in 54 other outlets in the local trade area. • At another time recently, the "Barber's radio treatment" resulted in sales increases of from 237% to 331% on the products of a regional meat packer after a 13-week air drive. And, 26 JULY 1954 after 2(> weeks of being featured in Barber's program-announcement sched- ule sales increased 283$ "ii a brand of cottage cheese. In both of these cases, no other promotion was used In Barber's apart from in-store displays. So successful has radio been for Barber's that it's oidy natural to ask: \\ hy use anything else? Adman Al Brower, however, felt il would be a mistake to use one medium to the exclusion of all others to pro- mote retail sales. As KABQ's Lowell Christison re- ported to SPONSOR: "Basically the same messages are carried home on the weekend an- nouncements and weekend newspaper ads. If reduced to a simple statement of technique, the statement would be '60% of the budget in radio, 40% in newspapers.' The original formula was devised partially as a result of the BAB and Kroger studies (see "You need both," sponsor 23 February 1953, page 40) which showed that about 35' i of total population would get the message from radio; and about 35% would get the message from black-and- white space, no more than 8% to 10' < of consumers getting the messages in I Mlh media. "I hough Bai ber's has, from time to lime, run specific tests for individual stations used, they've found that radio and newspapers are quite comparable on actual sales results for given spe- cials, as pertains to volume of items sold. "Of course, we at KABQ feel that it is on this point that radio takes the lead. But Al Brower of Harhei - says that in most cases Barber's will pur- posely over-buy on a given item that could be a traffic builder, run it in their weekend newspaper ads and tie il in as a radio special in their satura- tion spot announcements. He figures the papers sell their usual amount and the extra volume created by radio is profit over and above what they'd otherwise expect. "Barber's has consistentlv found that tying the two media together is the most profitable advertising pro- cedure. For that reason, specials are usually carefully grouped and evenly distributed throughout both papers and radio. "Of the many items in a full-page ad. for instance, three of the produce specials, three of the grocery specials TAKES TOP TV RATINGS OVER TOUGHEST RIVALS! Joe Paiooka Show Immediate Success April VIDEODEX ratings in New York, San Francisco and Washington establish JOE PALOOKA as the high- est rated TV program in its time slot — in some cases topping established net- work favorites. But there's more than ratings to earn PALOOKA a place at the top of your "spot TV buy list" — results, too, have been out of this world. Happy PALOOKA sponsors in nearly 40 mar- kets have found that JOE is the buy to "move the goods." Check now and discover how this great all-family impact show can go to work for you! Many choice markets still available . . . but only if you hurry. Write, wire or phone GUILD FILMS today! GUILD FILMS Company, Inc. 420 Madison Avenue New York 17, NY Producers & Distributors of LIBERACE LIFE WITH ELIZABETH FRANKIE LAINE FLORIAN ZABACH 101 ;tml three meal spe< ials are Belei ted to run .1- radio »pe< iaU to fil into theii [0 t» ond and time-signal saturation i ampaign. H.ii ber's exei utives fohn W illiams, i.il manager, \. I M< Lane, as- sistant i" W illiams and adman \l Browei haven't overlooked other air advertising opportunities either. Albuquerque, a growing market "I some 1 50,000 population in < enti .il New Mexico, has three t\ Btations — KGGM-TV, KOAT-TV and KOB-TV, .ill vhl outlet-. \ikI. i\ is used fairl) lici\ ilj bj the ihh < losesl grocer) com- petitors to Barbei -. In 1953, Barber's ran a L3-week tv test, using a bj ndicated half-houi film -In .\n . Cost : aboul 15,200. Brower's comment : "Tangible results were negligible." However, he quali- fies tin- b) - 1\ ing that a number ol factors ma) have caused the unsatis- 1. 1, tor) pull of the i\ campaign, "either the wrong type ol show, poor handling <>i our own presentation not perfected. In ;m\ case, ii<> tv is being used in L95 1 and none is planned for the near future. Radio is the big feature of Barber's ad budgets. In 1953, Barber's spent about Si!.">.- Mary McCuire. WWTV Homcmakcr helps Cherry Queen Gail Krahnke check Chef's "Cherried Ham'' at N.i rional Cherry Festival covered completely by WWTV 16 mm. cameraman Charle; Ray YOU'RE WITH TV AT ITS BEST ON M/M/TIM Michigan ' hanni I 13 » nun- and theii thousand!) "i Summei Resort ii ■ I toui i onsecul ive da) - ol com- plete I') mm. IiImi i ihi coloi tut National < hei i j Festival .1 ulj 6 9. rhey'll love you too . . . on WWTV. CADILLAC ><~*N. MICHIGAN \i- 1 ( h $V££D BC, DUMONT S CXf/D. KPDS 200 with Borne 138,000 going to radio. 000 to newspapers, $5,200 to the t\ test .mil $10,000 foi othei form- of ,iil\ ertising. In L954, the ad budget is running aboul H» ovei the 1953 total. Radio now gets about 60%, newspapers around 35^? and other forms of adver- tising a I ion I 5%. The outlook for 1955 (Barber's is alread) deep in next year's plans) is similar. \ I"', over-all hike in the ad budget is anticipated with radio re- taining the same percentage. Again, no t\ i> planned for 1955. Barber's manages to get extra mile- age in it- air advertising through the judicious use of cooperative advertis- ing funds, although no co-op figures are included in tin- budgets cited above which are Barber's own expenditures. Obtaining an over-all figure on the co-op share of Barber s total expendi- tures is naturall) difficult, since co- op ad budgets are figured 1>\ some manufacturers on a straight percent- age basis, and by others on a per-case allotment. But. according to Barbei '- own guess, it works out to about 20' r to 2.V i of the grand total spent bv Barber's for advertising. Some blue-chip brand names are thus featured in Barber's air advertis- ing. Barber's co-op arrangements in- clude such clients as: Colgate. Kleenex. Swift, \al>isco, Armour's. Wilson. Snow Crop and many others, as well as a number of regional dair\ produce and meat firms. The advertising arrangements in these cases are cooperative in every sense of the word: Barbers feels that the national advertisers are helping the store chain as much as the store chain promotes them. "Barber's," says ad- man Brower, "is built on the qualitv and reputation of national brands. From time to time, on special promo- tional efforts, price is of the essence. But as an over-all theme. Barber's en- tire advertising is based simpl) on let- ting people know what we have." \nd. Barbei - make- extensive use of the radio co-op sales aids provided to ui ries bv manufacturers who extend co-op aid. These include: local-level tadio copj and radio transcriptions, in-store displays, window signs and banners, recipe books and other pro- motional aids. Since these sales aids often represent the creative effort- of the top agencies in the nation, their use, Barbei - feels, add- to the impact ot the lo< al radio < ampaign. This kind o| thinking make- liai- ber's somewhat unique in grocers air advertising. Few supermarket chains ti\ to get co-op fund- for air advertis- ing; fewei -till make skillful u-e ill advertising aids i apart from newspa- per mats i provided b\ manufacturers through co-op channels. Barber's, incidentally, i- so delighted with it- cordial CO-op relationship with several leading manufacturers that it has urged other- to do the same. Re- cently, at a Bales meeting at one of the Albuquerque Btations, Advertising Di- rector Al Brower said thai he fell "manj .-mallei grocers could u-e ra- dio successfull) if they'd onl) familiar- ize themselves with the various co-op contracts available." Concluded K ABQ's Lowell Christi- son, who turned in a valiant job of legwork for SPONSOR in preparing Un- report: "Barbers, based on the Buoceas of their present advertising department, lakes full responsibilit) for the re-ult- shown, as no agenC) is used. Ihev in- sist on a 'merchandising' tvpe of adver- tising, with everything advertised in such a wav that it will create a sale. I here seem- to he much to be said for having a department located 'on the scene,9 closer to the actual selling prob- lem-. "The principles of business in the Barbers organization ((institute the basic philosoph) in their advertising: avoid wild claims, offer the best pos- sible service at fair price*. Their first concern i> qualitv through reliable na- tional brands, with price a seconder) consideration. "I!\ comparison with general condi- tion- around the country, Albuquer- que's econom) is in a generally good condition; with total retail sale? in the market onlv W ', to (V < off from 1953 figures while the nation as a whole is experiencing retail sales drops as high as 1 1', . i Note: Ubuquerque's econom) is boosted eonsiderabl) b) the fact that it is a center for oil and cattle money, tourist trade and the spending area for the big payrolls of the Strategic \ir Command's Rutland \ir Force Base, LEE DORRIS SELLS THE BIG NEGRO AUDIENCE MORN I NC-NOON- AFTERNOON ON WSOK NASHVILLE. TENNESSEE 1000 WATTS 102 SPONSOR as well as the Sandia Special Weapons Center, testing ground for main nu- clear devices. I "With a few notable exceptions, the small independent grocers have felt the leveling-off more forcefully than the seven-store Barber's chain. From the standpoint of gains, according to Barber's, they are not as rapid as last y ear but are nevertheless considered excellent. "With the Albuquerque market ex- panding day by day (with an average of 60 new families settling every week), Barber's sees continued growth for their stores and ever-increasing volume through a merchandiser's type of advertising." * * *• SPONSOR ASKS {Continued from page 67) largest and most discriminating adver- tisers— he garners prestige and sales profits by virtue of filmed programs which cost up to $30,000 but are sold at prices ranging from $100 to $3,000 per individual market. He avails him- self of the best in talent, production, stories and scripts and is assured of tremendous audiences. In the case of an advertiser who buys MPTv's Junior Science series, Dr. Gerald Wendt. chief of science educa- "This is a time for open minds, for curiosity, for imagination, for courage and enthusiasm. This is a time for a sweeping look around and a bold new look ahead. This is a time for deter- mined action — and the devil take what has been done in the past. If we don't do this we're going to be dead pigeons because our customers are taking a new view, everv dav." WALTER C. AYERS Executive Vice President Brooke, Smith, French & Dorrance Detroit tion for UNESCO, one of the world's foremost authorities on the atomic and hydrogen bombs, acts as commentator for the films in addition to being avail- able as a "salesman" of distinction for the sponsor of the films. It's prestige without peer. Talent-ivise, the advertiser who has chosen films such as Duffy's Tavern, Janet Dean, Registered Nurse and Par- is Precinct to sell his product, is get- ting network-calibre "names" — estab- lished stars who have long been popu- lar in various media of show busi- ness. Ed "Archie" Gardner. Ella 26 JULY 1954 Raines, Louis Jourdan and Claude Dauphin have won acclaim through the years on radio, stage and screen. Production-wise, the network-calibre label is stamped on such filmed shows as Sheldon I Foreign Intrigue I Rey- nolds production of Sherlock Holmes which stars Ronald Howard: Charles (Search for Tomorrow) living's The Heart of Juliet Jones which co-stars Cathy McLeod, Lorna Lynn and Cliff Hall and Drew Pearson's Washington Merry-Co-Round, the award-winning weekly news show that is filmed on the spot wherever news is in the mak- ing. Story-wise, the proven popularit) of the King Features syndicated adven- ture strip. Flash Cordon gives the ad- vertiser a pre-sold audience high in the millions. The same is true of the above-mentioned The Heart of Juliet Jones, another King Features syndi- cated comic strip favorite. The greatly beloved Tim McCoy brings his exciting 15-minute program of Western stories before viewers of every age bracket — the dean of American cowboys has as much appeal for the grandparents as he has for the grandchildren of toda\ and the authenticity with which the real McCoy stories are presented is a natural for the syndicated film adver- tiser who desires thrilling sagas of the Old West backed up with documented facts. Script-wise, the cream of the crop of writers are responsible for the dialogue and action detailed with Duffy's Tav- ern I Larry Rhine and Ben Starr ) . Jan- et Dean, Registered Nurse ( Victor Wolfson, Harry Junkin and James Cav- anaughl. The Heart of Juliet Jones ( Charles Gussman I , Flash Gordon I Bruce Elliott. Max Ehrlich and Irv Tunick), Sherlock Holmes (Louis Morheim, Harold Jack Bloom and Sheldon Reynolds), Pan's Precinct (Jo Eisinger I and Tim McCoy (Tim McCoy). Audience-wise, stations will give a filmed show good time because a worthv show rates it which brings us right back to where we came in — prestige-wise, and right down the line of plus-credits, the filmed program pays its own way for both the adver- tiser and the station. There's always enough commercial time available with a filmed show to get in some hard sell- ing for products, in addition to includ- ing community service promotion to the local or regional areas. 77 Duane fours (Chrmn of the Board and Pres) Duane Jones Co., Inc. LIKE MOST 'Newsworthy ADVERTISING EXECUTIVES MR. JONES' LATEST BUSINESS PORTRAIT IS BY... tyetut l^ae&wut Photographers to the Business Executive 565 Fifth Avenue, New York 17— PL 3-1882 103 i It '- .1 wise advertise] who knows ln- produt i w< II. and advertises it well, with a s\ nl local advertisers, the comparative \ al in- uf local li\«" programing and syndicated film has become a mattei oi livelj discussion. \\ hile some sponsors believe that the) can best merchandise theii wares with live, locall) originated shows, more and advertisers are turning to the syndi- cated film a* a streamlined, economi- cal selling vehicle. There are several g I reasons f«>i this development. In the firsl place, the price structure "I i syndicated film is based on the numbei ol television homes in a given ATTENTION! ADVERTISERS . . . AGENCIES . . . TV & AM STATION OWNERS Station I.' u and A.c count Executive with multi million dollar \i \\ Vnrk advert agency is now available. He h i \|.. t ience in T\ and Radio, gained from both net "inks and agencies. With him .hi intimate know ledge oi nations ide markets, based on -.nun.1 market and broadcast research. H< also has a thorough und ling ut industry and I'1 I practices, and an unusually wide ■I acquaintanceship in the ng industry. It goes t Baying that he has excellent If you wish to see this man, just write . . . JAMES A. MAHONEY i rn m .W"\ SOR 40 East 49th St, New York 17, N.Y. market. \n advertise] with limited fund- in a -mall market can Bponsoi a half-houi program which ma) have cosl upwards ol 125,000 to produce — for perhaps under $100. The adver- n-i't is automaticall) identifying his producl with first-rate showmanship, and can compete for audiences on the the same program level with the big- gest national advertiser. Hi- gets net- work qualit) production, in other word-, at local-level prices. Secondly, the advertiser i- virtually guaranteed a large and loyal audience when he sponsors a good syndicated film. American Research Bureau fig- ures reveal that good syndicated film programs are powerful weapons with which local advertisers on non-net- work stations can successfullj over- come what previousl) had been over- whelming network competition. \ graphic demonstration is pro- vided by a hefore-and-after stud) of time-period ratings on three station-: \\ FIL-TV. Philadelphia; V70R-TV, New York, and KTTV. Los \ngelc-. On KTTV, for instance, which is in a seven-station market, the before-fihn programing lineun saw each of its four shows in the 7:00 to 9:00 p.m. Satur- da) night period in fifth, sixth, second and filih positions, respectively. These local shows were replaced in recent mouth- with four NBC Film Division properties- -Life of Riley, Badge 714. ('.apt u red and Inner Sanctum. The rat- ings of these film shows have boosted these time periods into first, second and third positions, respectively. Perhaps the most dramatic evidence of a syndicated films effectiveness I comes from \\ FIL-TV, which faces strong competition from the NBC and CBS affiliates. \\ FIL-TV. at the begin- ning of this year, threw a hatch of syndicated film properties into the ring. In one month, the hour-long Hopalong Cassidj -how has boosted the Monda) through Fridav 5:00-6:00 p.m. rating Erom 3.7 to 11.1: Danger- ous issignment hiked the Monda) 7:00-7:30 period from 4.3 to 12.2: Vic- tory ni Sea tai-ed the Tuesda) 7:00- 7:30 -lot from k9 to 20.3; Dangerous Issignment hiked Wednesday's 10:00* 10:30 period from 1.2 to 7.6; the half- hour Hopalong Cassidj -eric- prac- tical!) doubled Thursday's 7:00-7:30 rating of L6; and Captured boosted Friday's 7:00-7:30 p.m. '5.0 rating In O.O. \\ hile the size ol the audience i- one nl the most effective criteria of t Ik- Buccess of an advertiser's television effort (i.e. the higher the rating and the largei the share of audience, the lower the cost-per- 1,000 advertising impressions), there are plenty of success stories which translate these high ratings into added revenue and increased sale-. George (.lav in. of the West-Pacifit Agency, Inc., in Seattle, make- the fol- lowing report: "\\ e-t-l'ai ifn \gencv. Inc.. has lived the Life of Riley since the pur- chase of NBC's top -how. Riley can sell merchandise. After .V '•> years with KING-TV, I entered the agency business. During those five and a half vear-. I saw the screening of sev- eral hundred shows. Riley looked like a natural to me. I sold it to a local jeweler, who w as willing to pav the top price of a top -how. The results were fabulous, and started almost im- mediately. We sold everything from golf clubs In t\ -et-. \t the end of the 20th week (with the first showing of Riley in the market, it reached the top 15 shows rating-wise i . the sum- mer season was here and the jewelr) business dropped to around 2' < of total volume. It was decided not to buy the eight reruns. "The success -Inrv made it eas) I" sell to a local grocerv chain with 30 stores. The first program sold all their stores out of 'Lad] Elberta' canned peaches, special l»\ the case only. Over 2.00(1 cases were sold. From there the results have been overwhelming. Just to highlight a few- these -ales all take place in a two-da) buying period, on Fridav and Saturday. The tv -how runs on lhursdav night. One year's normal supplv of Dint] Moore'- heel" -lew (500 cases). 10', additional turkev sales at Thanksgn bag. 7' 2 tons of salmon. 50,000 lb-, ol pork loins. 12,000 lbs. of hamburger. 10.000 lbs. of liver. l.ooo do/, i an- of frozen straw- berries. I.ooo doz. pkgs. of frozen peas. "" \t the end of four months. Un- chain increased. In the month of Jan- uai\ it was 309i over a year ago, and the largest month the) had ever had. "lu'ley now rates No. 1 in the mar- ket. The word has spread and sup- pliers are standing in line. The advertiser coins into television 104 SPONSOR for the first time may wonder how to choose the most effective kind of sell- ing vehicle for his product. The acu- men of the syndicator's sales repre- sentative, the sales manager of the lo- cal station and the tv director of the advertisers agency ( if he has one) will help to determine the program and the hroadcast time to reach exact- ly the right audience. PERSONALITY TIE-IN By Reub Kaufman President, Guild Films Co. As we scan the various types of programing avail- able to local and regional sponsors including spot, film and local live shows, we find syndicated film providing a distinct advantage by enabling the sponsor to tie his product to a top, national name personality. It has become an established axiom in television that the impact of a per- sonality stimulates increased sales through artist-product identification. Of course, an advertiser must choose a film show with a star personality who is welcome into the home and wins the affection of the audience. That is why Guild Films has a fixed policy of developing stars such as Lib- erace, Betty White, Joe Palooka and Florian ZaBach. The local and regional sponsor can further exploit the personality in the film show and identification with the product through supporting advertis- ing, especially in merchandising and point-of-sale media. Every Guild show is designed to do just that. Our artists are more than entertainers. They are cookie sales- men, bank salesmen, gasoline salesmen and beer salesmen as well. Their friendly faces adorn all types of ads and point-of-sale pieces plugging the products of local sponsors. In addition, special merchandising premiums are made available to the sponsor of the film show which help tie in more intimately with the tv show. Probably the best instance is the Lib- erace record promotion where spon- sors distributed in their own name more than 250.000 records in one year as sales lures. ROUND-UP {Continual from page 55) crabh wear L! > t ■ \ snil>. pastel shirts and use talcum for shim spots on face. The booklet has received tremendous response from tv guests, says promo- tion manager C. W. Dinkins. Eldon Campbell, general sales man- ager for Westinghouse Broadcasting Co., is now an honorary Indian. When Campbell went to Oklahoma City recently to address that city's Ad- vertising Club (on the subject of "Ba- dio — the sightless wonder"), he met Eldon Campbell (r.) dons feathers, joins tribe Indian Chief Jasper Saunkeah of the Kiowa tribe at the meeting. Saunkeah adorned him with a feathered war bon- net, gave him a new name — Dom-Tiye- Kiti-Keah — which means Chief White Plains, for the city where Campbell lives — and made him an honorary member of his tribe. The blood bank in the Greensboro. N. C, area was sadly depleted. WFMY-TV responded to the "ur- gent" call for donors not only with on- and off-the-air promotion, but with personal representation at the bloodmobile. Over half the station's entire staff, including general man- ager Gaines Kelley. gave blood: of the over-400 pints of blood produced in two days, 25 pints came from WFMY- TV people. The visit was the most ef- fective to date in the area. WMTW, new tv station at Mt. Wash- ington, N. H., sent out a promotion piece recently with a real dollar in each as part of the illustration. The dollar (easily removable I had brackets drawn alongside showing what portion of it bought time on \\ Ml \\ as compared with the amount needed for other tv stations in the area. • • • ••••••••••••••••••••••••a "T E R R I F I C r | hat's what ad agencies, advertisers are saying about the 1954 PROGRAM GUIDE It is yours FEEE with your subscription to SPONSOR One year $8 — three years $1 5 write SPONSOR 40 E. 49 St., New York 17, N. Y. ••••••••••••a •«•• •••••••• 26 JULY 1954 105 I'M JOE FLOYD... I CONSIDER MYSELF A HELLUVA SALESMAN! . . . and so are Nord and Sheeley and the other boys on my staff at KELO (radio and TV) Sioux Falls. We'll go behind a counter to sell goods if necessary. Yes, we've actually had to do that more than once when commercials on KELO brought more customers into a store than the merchant's own sales clerks could handle. What do you have to sell that you'd like extra action on? KELO will get it for you — in husky sections of four states. 5: \Y\NN*11 \ward ELO T V Channel 11 -Sioux Falls, S. D. JOE FLOYD, President NBC (TV) PRIMARY ABC • CBS • DUMONT Ml( (Radio) Affiliate Marion llurprr Jr.. president 0) McCann- Erichson, announced recently the agency's tv billings WOllld be up more than $10 nullum in l954-*55 lor a total oi out $33 million. Among its t> clients are sponsors of two oj the first color programs in tv history: Chrysler Corp. will sponsor a series of dramas and musical extravaganzas and (testing- house will use Besl nf Broadway, both over CBS TV. Other new shows the agency is handling include Chrysler's It's a Great Life over SBC TI and Derby Foods' Disneyland 'alternate weeks), ABC TV. Clair ft. MvCollough. president of Steinman Stations, chairman of the \ARTB ti hoard. was leader in treating an all-industry tele- vision sales promotion bureau, l/i (.ollough is one of 10 members of the all-industry committee uhirh is setting up plans tor the new Television Advertising Bureau. The TvAH is expected to begin function- ing by fall, will ivorl. hand in hand with Ti Audit Circulation, a new NARTB-sponsored bureau. Tv iudit Circulation will count tv sets county-by-county and measure station circulation periodically . €ieorge J. /thrums was recently elected vice president ol the Block Drug (o.. Jersey City. Abrams has been advertising manager of the firm since 1917. was formerly associated with National Biscuit Co., If hitehall Pharmacol Co. and Ever- sharp. He has been a faculty member of the Graduate School of Business Administration oj \.) .1 . and is chairman ol the newspaper committee and the drug and toiletry group of the ANA. This \eur he was voted "outstanding \oung adman of the year" l>\ Assn. of Advertising Men and U omen. Philip H . /.Clllicil. direi tor and chairman of the board of l.cnnen & \ewell. retired 30 June, his sixty-seventh birthday. Forty L&J\ executives paid tribute to l.cnnen at a spe< ial gathering at which II. If . Newell, president, presented the agency with a portrait o) l.cnnen painted by Ceroid L. Brock- hurst. In the presentation Vewell said. "We want this portrait ol Phil l.cnnen before us as a constant reminder to everyone of his high standards of integrity and craftsmanship. A better advertising man. and a finer person, never lived." 106 SPONSOR U Big Show's on toe road o Kansas City ■ ■ I ■ The purchase of Midland Broadcasting Company, operators of KMBC-TV, by the Cook Paint and Varnish Company, operators of WHB-TV, has been approved by the Federal Communications Commission. The two stations have been sharing Channel 9 and the CBS-TV network in Kansas City. The new single-station operation has adopted the call letters KMBC-TV. The channel will continue to be the full-time CBS-TV basic affiliate in the Heart of America. THE BIG TOP IS GOING UP! The tallest tower in the Heart of America is under construction. From a height of 1,079 feet, KMBC-TV will transmit with full 316,000 watts power by late summer. Newest type RCA transmitter equipped for color, using BIGgest power and TOP-height tower, will make KMBC-TV the Big Top Station . . . dominating the na- tion's 18th largest metropolitan area by its top coverage of the rich Kan- sas City market. ATURING KANSAS CITY'S REATEST TALENT! The biggest personalities, the top local )grams of the two stations are now ex- sively on the Heart of America's Big Ip Station, KMBC-TV! - STARRING THE CBS-TV NETWORK! Full CBS-TV network programming — the big, top television shows of America, carried exclusively on KMBC-TV, basic CBS-TV station. f$u4- HE "COLOSSAL-COVERAGE" RADIO TEAM— KMBC-KFRM! Now under "Big Top" direction is also the great radio team, KMBC- KFRM, covering the Kansas City and Kansas radio markets as no other Kansas City station can. It's CBS Radio, of course, on "The Team!" HENRI GOLDENBERG, Chief Engineer IX )\ DAI IS Vice President l()ll\ T. SCHILLING I ice Pres. & Gen. Mm . DICK SMITH Director of Radio GEORGE HIGGINS I ice Pres. & Sales \fanagt i MORI GREINER, Jr. Director oj Telex ision TOP Station in tne KMBC ■ Radio, Kansas City, Missouri - K F R earr or Amer Radic ie State of Kai. What kind of TvAB? When the LO-man industry commit- tee meets in \\ ashington 5 August to blueprint a television advertising bu- reau, w hat soi i "1 setup « ill e\ olv e? Will it be .1 l\ \l'> serving spot, net- work and local tele^ ision under a single leadership? This is what the N VRTB want-. \\ ill it be a I \ \l'> selling and pro- moting «>nl\ national — | » « »t and local tv? This i- what the Station Reps. Assn. and some stations want. Will it be a looser) federated T\ IB with strong separate units for network. spot and local joined 1>\ a hoard repre- senting ea< h uint and headed b) a top president? This is what man) respon- sible people in the industr) want. The drive for a television advertis- ing bureau, long overdue, was spear- headed and ac< elerated l»\ the t\ sta- tion reps. The) feel thai national spol t\. Btrongl) competitive to net tv. must have a bureau of its own. W hi' h t\ pe o| I \ \|{ will emerge is a Mattel foi the stations to decide. sponsor believes in a federated sys- tem. It believed in a federated -v-tc-m loi N VRTB, and believes thai NARTB would he happiei ami healthier toda\ had it adopted a federated system for t\ and radio as suggested in the spon- sor article "Blueprint lor a Federated \ \I5" i issue of 6 June 1949, page 28). SPONSOR has fought hard for a I \ \H. \ federated T\ \B won't come easy. I>ul it eertainlv makes sense. How fear hurts radio and tv When we published the media arti- cle showing that irrational factors like fear influence media decisions, we said it might prove to be "one of the most controversial on the subject of media ever published." (See sponsor 3 Ma\ I'J.vl.i Subsequent events have borne this out. We have heard from two dozen agenc) executives, most of them pres- idents. Advertisers have taken sides pro and con. Several groups, including the American Weekly, asked for permission to reprint the article. \n\ adman you talk to has an opinion on the subject. The reason, as explained in "Are V)l afraid? starting page 31, is obvious: It strikes deep. Onl\ your conscience can help you truthfullv answer the question whethei you are afraid. Psychologists saj the ■ normal' person is, and tear influ- ences most of hi- acts, even media buy- ing. Other- disagree. One adman called our original article "danger- ous," l>ut the president of a $10 mil- lion agenC) admitted that his media prejudices had led him to turn media evaluation and selection over com- pletely to hi- media department. Win should the advertiser be care- ful of fear and other irrational influ- ences in choosing media.'' Simplv because the) can force you into voting against the two powerful hut less tangible and harder-to-use air media, according to psychologists like Dr. Ernest Dichter, who made the orig- inal -tlldv quoted in the 3 Mav i — u<-. Not onlv does such thinking perpetuate the media status quo, hut it also makes the fearful adman hesitant about try- ing something new in programing and < ommercials. This results in much of the imitative use of radio and tv \ ou see todav . Does fear influence your media choice? • * * 125 more radio stations \nolher 1 25 radio stations went on the air during the year ended 1 Julv. Total is now 2,583, including 35 non- commercials, as against 2.1">!'> the year before. In addition Americans bought an- other five million radio sets during the first six months of this \ear. Declining medium? The figures cer- tain!) don't support this conclusion. Applause Good neighbors in Indiana In a business where frequently "dog- . it -dog" i- the order of the da) . it is refreshing to note that friendl) compe- tition hasn't vanished. Recentl) one pioneei tv station in Indiana decided to salute anothei . < ul shows the half- page ad which W I l\. Bloomington whose general managei is Robert Lem- on, bought in all three Indianapolis dailies, saluting W I BM-TV, Indianap- olis, managed bv llaiiv Bitner Jr. Plaque is one awarded bv sponsor to all 108 tv pioneers at the N \li I 15 ( Ion- vention in < hi< ago in Mav . Mllliliimiiilllililiiiiiiillilililiiir ■■ ii , hi ..iii; wm i JM-IT TV PIONEF.R i T\ PIONEER ... In recognition of 5 year, of telecasting and vnirr to the people of Indiana. And, now, we want lo add our congratulations upon the occasion of your achieving maximum power and additional tower height SARKES TARZIAN, Inc.- Bloomington, Indiana 108 SPONSOR Now you can reach even more of Indiana with WFBM-TV! HIGHER TOWER AND HIGHER POWER RAISE NO. OF TV HOMES COVERED BY 65.4% Our recent powei increase (to 100,0(10 waits ERP) and our new tower (1019 ft.) accomplished this: • Extended our coverage area to 80 miles from Indianapolis in all directions • Added 76.1% more households • Upped no. of counties covered by 122.2% When you consider the number ot tv homes now within reach of your commercial on WFBM-TV — more than 660,000 — you must consider Indiana's Number One Television Station. Foi further details, check with the Katz Agency. WFBM-TV Indianapolis • CBS Represented Nationally by the Katz Agency Affiliated with WEOA, Evansville; WFDF, Flint; WOOD AM k TV, Grand Rapids a iCIVc^V 2° K t» advertisers use RECEIVED AUG 13 1954 NBC GENERAL LIBRARY OUN UIL lUmr ANY DOES A COMPLETE JOB WMBG WCOD WTVR SO DO HAVENS AND MARTIN, Inc. STATIONS... When you "fill er up" with SUNOCO ... the power flowing into your tank is the result of a complete job of production. The exacting scientific control at SUN's catalytic cracking plants, such as the above in Toledo, insures the best in petroleum products. Together with modern distribution and salesmanship, Sun Oil Company stands a leader in the field. Havens & Martin, Inc., also gives you power . . . "sales" power from Richmond to the rich areas throughout Virginia. Creative programming and public service on WMBG, WCOD and WTVR has built large and loyal audiences. Join the other advertisers using the First Stations of Virginia. WMBG WCOD WTVR First Stations of Virginia Havens & Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV, Inc. WMBG represented nationally by The Boiling Co. lanum power— 100,000 watts at 'aximum Height — 1049 feet TV 9 AUGUST 1954 50* per copy* $8 per year i Spot radio: bigger than jfou think page 31 , THE ALL-MEDIA BUYER AT Y&R page 34 Tv Dictionary/Handbook for Sponsors: Part i i page 38 The radio station that works outdoors; a picture story page 40 100% air budget he Doeskin tissues get national distribution page 42 ■■ How ARBI tests helped convert Hale's Dr Store to use ol :age 44 t0otMHC up m ... MORE THAN 125 STORIES HIGH! KWTV's new tower — soon to be the world's tallest man-made structure — is rushing skyward toward its 1572 -foot destination. And KWTV's new studios — soon to be among the largest and best equipped in the Southwest — are also near completion. Here's a glimpse at the KWTV picture you'll have by October I: 1 572-foot antenna 316,000 watts — video 1 58,000 watts— audio Oklahoma's largest coverage area* — 1 ,401 ,400 population; $1,326,048,000 retail sales More people, more money, more TV homes than any other Oklahoma station! "100 microvolt orea por engineering computations. Population and solos figures — 1954 Solos Management Survey of Buying I Oklahoma's Number 1 television station is heading fast toward new heights of sales-effectiveness. You can buy this coverage now for your fall campaigns. Ask us for the complete story! FRED I. VANCE Sales Manager EDGAR T. BELL Executive Vice-President KWTV - CHANNEL 9 OKLAHOMA CITY REPRESENTED BY AVERY-KNODEL, INC. Key am stations plan coalition Radio-tv learning print tricks Brassieres and girdles on air Spot radio is tonic for S.S.S. Phillips mixes film and football Station breaks a plus for RCA Long-discussed coalition of top-prestige, high-powered radio stations may become reality within 30 days. Group would serve national spot advertisers via tape. Dissatisfaction with network radio is behind series of meetings stations are holding on subject. Group, now known as Quality Stations Association, may run to 25 or 30 stations ; main- tain (in addition to individual station reps) own offices in key cities; clear choice time. -SR- Radio and tv are moving rapidly into preserves of printed media. NBC TV "Home" show, for example, is taking cue from women's magazines by working with department stores. Regular features of show now is department store of the week in which cameras pay visit to store. Show and sponsors benefit from promotion store does to reciprocate. -SR- Other respect in which air media are breaking print monopoly is in type of clients being attracted. Exquisite Form Brassiere campaign this fall in network tv (ABC) and radio (CBS) is biggest brassiere effort in network history. (See profile on Exquisite Form ad manager, page 24.) Locally, too, women's undergarments are on air. Article this issue tells of Hale's department store in Sacramento and test it made of radio, including girdle and brassiere commercials. Note particularly girdle copy (page 44) which gives frank description of girdle advantages without inhibitions of former years. -SR- When S.S.S. Co. of Atlanta found sales of its tonic going down despite heavy newspaper advertising, firm tested radio. Results were so en- couraging firm expanded spot radio use until today it's buying time on 305 stations. Sales are up over 300^ since company started radio in 1951 ; advertising was seasonal, is now year- 'round. Radio budget in 1954 is $500, 000-plus or 80% of total. Firm will put tonic on market in tablet form after Labor Day. & Weinstein, Atlanta. -SR- Agency is Day, Harris, Mower Phillips Petroleum approach to spot tv gives firm 2 different pro- gram formats while preserving advantage of 52-week discounts. Phillips airs football in fall, is on air rest of year with film show, Ziv's "I Led 3 Lives." Lambert & Feasley, Phillips' agency, is seeking to pick up show in 40 markets, now has 28. Show was in 23 markets for Phillips last year. -SR- Station breaks on NBC 0&0 stations now give call letters followed by line: "A service of RCA." Thus parent company gets benefit of millions of trade name impressions weekly, including display of trademark in tv breaks. SPONSOR. Volume s. No. in. 9 August 1934. Published biweekly b> SPONSOR Publicaiions. Inc.. at Slin Elm Ave.. Baltimore, M August 1954 Factbook digests tv rates cards Radio commercial is star-maker Show sans scenery costs more Heinz makes tv plunge Ingenuity clears tv time Commercial at end weakest Buying full hour of Class A time over all 382 commercial tv stations on air mid-July would cost $194, 875. That's among facts gleaned from fall edition of semiannual Tv Factbook just published by Television Digest. Figure amounts to average of 5510 per station for time only, not including talent, line and other costs. Factbook digests rate cards, gives complete data on technical facilities, ownership and executive staffs of all tv stations. -SR- Measure of impact radio commercial can attain is given by Hunt's tomato sauce e.t. ("I love to cook and cook and cook"). Girl who sings it got Columbia Records contract after talent scout heard com- mercial. Girl's picture with her sponsor is on page 33 of this issue in story on spot radio. -SR- Recent Auto-Lite "Suspense" show reached ultimate in "no scenery" tv drama (via Cecil & Presbrey). Story called for movie theatre setting so cameras were turned loose on studio itself, a former theatre. In- genious staging without scenery, however, didn't mean cost saving. Show came in over usual budget because total of 6 cameras were used for chase scenes up and down stairs of theatre. -SR- H. J. Heinz Co. has joined majority of major food firms as big-time tv spender. It will put half-hour film drama in 33 top tv markets on spot basis this fall via Maxon agency. Show is "Studio 57," drama packaged by MCA TV. Heinz is also buying 3 announcements weekly in NBC TV's "Home" on 52-week basis. Firm's first national tv effort represents major portion of budget. Radio may be added. -SR- Clearing prime spot tv time takes ingenuity of one-armed paperhanger. Recent coup scored by buyer netted his client slots next to top eve- ning shows in one of biggest markets. Buyer learned strike would take big local client off air. Within minutes he had local client's time tied up for duration — which lasted 2 months. -SR- Worst spot for commercials is at e d of show. That's conclusion Daniel Starch and Staff makes from studies for clients. When viewer knows show is over, says Starch, closing commercial drops 50°^ or more in viewing compared to other commercials on same program. Veto national .spot radio ami tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Birdscye Food Co. Wh.tc Plains. NY Ccncral Foods. NY H I. Heinz Co Pittsburgh. Pa RCA NY Rockwood and Co. NY Rockwood and Co NY Shell Oil Co NY Frozen Meat Pics Y&R, NY Instant Jcllo Y&R, NY Soups, spaghetti Maxon NY catsup 'maior prods in Heinz 57 line) RCA prods and services Kcnyon & Eckhardt. NY Rockwood Bits and Paris & Peart. NY Waters Rockwood Bits and Paris & Peart. NY Waters Shell oil and gasoline | Walter Thompson. prods NY 18-20 radio mkts 75-80 mkts 33 mkts NBC o&o stns 45 mkts NY Chi 12 radio mkts Radio: live min anncts: 23 Aug: 10-12 wks Tv: film anncts. early Aug; 2 wks Tv: "Studio 57." "j-hr drama film: 12 Sep; 52 wks Tv: mm anncts. partic : 2 Aug: 13 wks Radio: mm anncts: 27 Sep: 13 wks Tv mm anncts. partic. 27 Sep: 13 wks Ridio mm anncts: early Aug: 8 wks SPONSOR One of America's Pioneer Radio and Television Stations WGAL • 33rd year WGAL-FM* 7th year WGAL-TV* 6th year Lancaster, Penna. Steinman Station Clair McCollough, President 316,000 WATTS Represented by M E E New York Los Angeles K E R Chicago San Francisco 9 AUGUST 1954 the magazine r advertisers use ARTICLES Spot radio: hlguer than i/oii think In 1953 national spot radio billings hit a healthy $135 million. But many adver- tisers still don't fully understand the medium. This report is designed as a guide to top management in particular II Ml it I VERS: 2. The all-media buyer Second in a series explaining the organization of media departments in Top 20 agencies. Examined in this issue is the all-media buyer system as it operates at Young & Rubicam Radio van air dresses wttmpum Unlike majority of retailers, Phoenix squaw dress shop owner is heavy radio user. D.j. show is helping boost sales to $150,000 mark in first year Tv Dictionary / Handbook for Sponsors Here is first installment of information-packed tv lexicon edited by Herb True, advertising professor at University of Notre Dame 31 Hi 37 38 Volume 8 Number 16 9 August 1954 DEPARTMENTS TIMEBUYERS AGENCY AD LIBS 49TH & MADISON NEW & RENEW MR. SPONSOR, Herbert Leeds P. S. NEW TV STATIONS TOP 20 TV FILM SHOWS TV RESULTS AGENCY PROFILE, William Mcllvoin SPONSOR ASKS ROUND-UP RADIO COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS 1 2. 2i 5 \ 10 1' 14 Life at a radio station WOLF, Syracuse, employees get their sunburns while they work — in a specially built outdoor patio. Pictures show staffers enjoying sun during office hours -JO 100% air hmlget puts over higher-priced Doeskin Daytime network tv, radio women's-appeal shows helped facial tissue firm get national distribution, boosted sales 34% in just one year -12 1 department store tests radio One of most recent department store converts to radio is Hale's of Sacramento. Article explains what store learned from special ARBI newspaper-vs. -radio tests in which equal amounts were spent for both media / I Some plain facts aboat nhf Today more than four out of 10 U.S. tv markets have uhf stations; about 10% of all video homes are equipped to receive uhf. Status report gives advertisers, agencymen a comprehensive look at uhf's problems, potential iti SPONSOR index for first half of 1954 Articles and departments are indexed here under convenient headings. Extra copies of this index are also available to subscribers without charge Hi Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Vice President & Gen. Mgr.: Bernard Piatt Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J. Jaf Department Editor: Lila Lederman Assistant Editors: Evelyn Konrad, Joan 8 Marks, Keith Trantow Contributing Editor: Bob Foreman Editorial Assistant: Karolyn Richman Art Director: Donald H. Duffy Photographer: Lester Cole Vice President and Advertising Director: Re erf P. Mendelson Advertising Department: Edwin D. Coop (Western Manager), Homer Griffith (Soul west Manager), John A. Kovchok (Producti Manager), Ted Pyrch, Ed Higgins Circulation Department: Evelvn Sati (Su scription Manager), Emily Cutillo, Morton Kahn, Kathleen Murphy Secretary to Publisher: Augusta Shearman I Office Manager: Olive Sherban COM I NC ( anadian Section Five-part section on Canada will give latest facts, figures, outlook on Canadian radio, television. Highlights of air advertiser activity and list of all Canadian radio stations with rates and reps will be included — •» lll(/. Published blutekly by SPONSOR PUBLICATIONS romblned wllh TV. Executive . Edltorltl. Circulation. Adrertltlng Officei: 49th A Madlion 140 E 4»U) New York 17. N. T Telephone: MTrray Hill *■'■ Chicago Office: 181 E. Grand At*. Phone »\'v) Pallas Offlc*: 2TM Carlltle S! Pl,.w: dolph 7381. West I " Sumet Bool< phone: Hollywood 4-8069 Prtn Office Baltimore 11. SU. Subscript* VnltoTLJC IV I 119 BROADCASTING FROM LITTLE ROCK, ARKANSAS i o cz o c: 0J > CD ^ 3 — ' J2 CD CD a ZJ A 1 g o cz CD Q. to cz to o CD ■a iC CD X o CD o cz CD ■4— » CZ J DO 1/5 DO cz =3 cz t/) CD o ZJ oo o w ca ha o u. o CD 0J CD s CO CD 1 ZJ to O 1— UJ -cz • • -CZ • z O o CO UJ 00 o o. UJ T3 CO c ac i— LL- CS ^ "^ I imothfi O'l.earu. Catkins & H olden. New York, says that nighttime radio is still a top buy particularly for male products. "Many of the 6:00 to 7:30 p.m. shows arc getting higher ratings than early-morning radio," odds Tun. "And, of course, there's the factor of money-. A lot of radio stations lian- adjusted their nighttime rates down to their daytime rate-,, making nighttime a better buy yet." He also believes early-evening audiences are more receptive to commercials because they're more wide awake and more relaxed than in the morning. Jean fVifbon. Dowd, Redfield & Johnstone, York, feels the Colts Beverages success story in Sew York may establish a pattern for other pack aged products which want to get a foothold rapidh in a ni'U area against entreat lied competition, "Through a combination of saturation spot radio in the summer and tv in the winter, within less than a year Cott attained more recognition than some competitors got in a decade" says Jean. "And sales are still rising, although other soft drinks have long supported by heavier advertising appropriations. Huu Stone. \faxon, Vew ) orb, is concerned about the loch of reliable market and station information. "Market data have u way nl being either incomplet, or obsolete." he told SPONSOR. "Its difficult to make sound judgments in time buying without these basic tools. Alter all. a buyer's choice de- pends upon his evaluation of his client's sales and distribution problems in a particular market, (such ns the type of consumer it is aimed at and under what circumstances)- product objectives that h>' must correlate with up-to-date market data." Joseph T«*ri/. tuples Agency. New York, has conclusive prool that radio-tv advertising by one member of an industry benefits the entire industry. "I'm referring particularly to our European Travel cade May 6 campaign,'' Joe told sponsor. "Here > a case of a group of low-budget advertisers in the travel field getting together and sponsoring a night- time radio-ti package deal on a cooperative basis Some ol the sponsors were actually directly com. petitive like KI.M. Panagra and the C.unard lines Hut the entire project promoted travel." SPONSOR LET WHAM NEW PERSONALITY FOLDER RADIO SELL FOR YOU Write for it! The STROMBERG CARLSON Station, Rochester, N.Y. Basic NBC -50,000 watts -clear channel -1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 9 AUGUST 1954 SFiep Talk... Remembei the old fashioned general store... and the friendl) propi ietoi , whose pei sonal recommendation meani so much to the mm. ess of a product? Today, W'CI'.S Radio's John Henrj Faulk (anics on thai tradition. Authentically and with easy conviction, he uses tried and true old-school selling principles- bulwarked by nil the tools of modern merchandising. And John Henry is abou( as persuasive a talker as they come, f le\ an authoi it\ on the language and lore ol our American heritage. He developed his skill as a folk humorist while teaching at the University of Texas. And nurtured it by collecting firsthand samples of folklore (on a Rosemvald Fellowship) for the Library of Congress. He even lectured on the subject at Yale. But then Johnny'U talk anywhere, to every- body within earshot. He's mighty convincing when he's commercial, too. Especially since his friendly on-the-air shop talk (he's one of the top- rated personalities among New York's majoi stations) is backed up by extensive point-of-sale promotion in more than 900 metropolitan stores throughout New York's five boroughs, Long Island and northern New Jersey! John Henry Faulk is just one more reason why WCBS Radio has the largest average share of audience in New York. II you'd like him to talk shop about your product (people'll cat it up!), call us for particulars on participations. OSGBS RAB1G New York • 50,000 -watts ■ 880 kilocycles CBS Owned • Represented by CBS Radio Spot Sales HE The Long and the Short of it- KSDO is finl in San Diego . . . and that's the long and short of it. Surveys, ratings, mail-pull . . . any way you look at it, KSDO tops every station in this rich billion dollar market May we give you the long and short of it . . . tell you why KSDO delivers the moil listeners per dollar in San Diego? KSDO 1130 KC 5000 WATTS Representatives John E. Pearson, Co. New York Daren MtGavren San Francisco Walt Lake Los Angeles by Bob Foreman The subject of the pilot film i- worthy of a pica or two on these pages since it is of such growing concern to the buyers of tv programing and of growing co>t to the producers of same. Although there are those entrepreneurs and a few stars as well who are still bold enough to use the routine — "You know my work, so a sample isn't necessary" — most are now quite convinced that a pilot example of what they are out to sell is essential even if the proposed series is out of Dickens by Martin and Lewis. Though some attribute this state of affairs to complete lack of imagination on the part of sponsors and/or utter ignorance of "show biz'" by agencies, the writer of this tract is of the school that both these comments should be answered with a loud "nertz." I subscribe to the point of view that the cost of 39 television fil ms and 13 reruns in a non-cancellable con- tract is of such proportion- that I personally feel a lot more secure after having some prima facie evidence of whether Mr. Big knows enough to employ folks who can run film through the camera in the right direction. Lord know-, this i- asking little enough and actually constitutes a bare minimum of protection. When a supersalesman, out to peddle a no-pilot series, tries to counter mv request for this evidence with "The fact" that he would be embarrassed to ask a star of the stature of Toodles DuFeur (signed exclusively to him) to perform in what is really an audition. I am then inclined to make un- couth noises with my tongue. I know very well that Miss DuFeur. in the feature- -he's made, couldn't speak her own name correctly without seven takes and when she had to hum Home. Street Home, a multi-thousand-dollar dubbing job was required. Realizing that tv can't afford these luxuries. I then make a point of saying to Mr. Big. "That is your problem, sir — yours and Miss DuFeur's." However, if I know the gent well enough to call him Sam I might even add that. \u>\ between u-. we're taking enough of a chance even alter the pilot i- shot, edited and neatly coiled in the can. For. with 38 more -how- to go. experience has -how n me how easy it is to miss between Pilot and Film No. 2, and there's no telling how much more difficult the pace will get as the episodes roll along. Or. as has been perpe- trated before, the pilot niav reveal credit- whose name- will I Pit-use turn to page 62 l 10 SPONSOR it's not the \ REACH ...it's the PULL i * ,...- M...-— — *KARK pulls 66 "firsts" among 72 quarter hours reported by the March 1954 PULSE Area Study — 11 times as many as all other Little Rock stations combined! Why holler at the hills with a lot of wasted wattage when the folks you want to reach in the Central Arkansas market listen most to KARK? Your pros- pects tune in the station that offers the best pro- gramming. In the Central Arkansas market most radio homes keep tuned to 920 — KARK — because they prefer KARK's popular local and NBC net- work shows, as proved again by PLLSE: the ten top evening shows, ten top daytime five-a-week shows, nine out of ten top daytime Saturday and Sunday shows are all on KARK. It's program pop- ularity and proved listenership like this, rather than power alone, that attracts customers for you. Or to put it another way, it's not the reach — it's the PULL! Advertise where people listen most, where the cost is low — on ARKANSAS PREFERRED STATION ©© SEE YOUR PETRY MAN TODAY ^ 9 AUGUST 1954 11 Want to reach the people1 in the Dakota area? ~-Graffon aUDAIK Buy KXJB-TV FARGO — VALLEY CITY, N. DAK. Compare! KXJB-TV "l^ Sea level L410 ft. 9.r>0 ft. Antenna 1085 ft. 433 ft. Above sea level 2495 ft. i:*H.'J ft. Power 100 KW 65 KW Sig. "B" area App. 75 mi App. 52 mi Has,- "A" rate $200 hr. $200 hr. Channel 4 6 Channel 4, the atate's choicest channel, was allocated to Valley City making it possible lor KXJB-TV with maxinium power and L085-ft. tower to cover Fargo-Moorhead, Grand Forks, Devils Lake. Jamestown, Valley < 'it j . Wahpe- ton, Breckenridge and Crookaton with a good solid Hill microvoll signal. 7 mar- ls i i - t..r t hi' price of one. i See mapi. MARKET DATA: Over 135,000 urban mil rural families within 50 M V M line. Average retail Bales per household ' per vr. I urban and rural . Aver- retail Bales i>er household $6794 rgo i rade area bet ter average than auch cities as Boston. Los Angeles, I >etroi< . M inneapolis. PROGRAM POLICY: Serving the pre- dominant Dakota agricultural area with true "Farm Programming", KXJB-TV is ably assisted by a pro- (!r:nii advisory board of the North Dakota State Agricultural College REPRESENTED BY WEED TELEVISION SALES OFFICE: BOX 626, FARGO, N. D. PHONE 446-1 NORTH DAKOTA BDCST. CO., INC. KSJB-600 K.C. JAMESTOWN, N. DAK. KCJB-910 K.C. MINOT, N. DAK. KCJBTV CH. 13 MINOT, N. DAK. \LX*JB- tV ^®S VA»BV CITV-FAW0,Mn CNANNIl «9. \jjj/ 100,000 »VA.TTS m\m sponsor invites letters to the editor. Address 40 E. 49 St., New York 17. FALL FACTS ISSUE \ n I breaker in -i/<\ so was your eighth annual Fall Facts issue a record breaker in the amount of perti- nent, |iiili\ information crammed in bighl) readable form into its pages. Congratulations to the staff of SPON- SOR mi a monumental task. superhk done. Si i.\ ester I.. Weaver Jr. President SBC, In,:. Xeu York Just received m\ issue of Fall Facts and believe me. this i- the finest issue in date. It ii>\ radio and tv owners and managers, plus a down-to-earth discus- sion of the various problems facing the industry . This is a job "better" than well done. Jack Snydkr Maiidiiiiiii Director WFBG-ll Altoona MEDIA SERIES Thank you for \our entire series on media. Thank you especially for Part 22. "III. Psychologj of media."' [3 May 1954, page 34], and your invita- tion to express an opinion of Dr. Dich- ter's \ iews. I agree with Dr. Dichter so whole- heartedl) in regard to most of the points he has established that I feel it would be needless and churlish of me to challenge one area, minor in im- portance, of disagreement. It is m\ good fortune to have no feat- regarding my job or in\ future. I have countered constant!) the barrage of statistics which bombard nrj office with personal observations related to uhai I have been calling "climate of readership." I have insisted thai mere aie no absolutes in media appraisal. and that an) media appraisal must he til. ited to all t\ pi'- o| media, and spe- lift' media within each type on a rela- tive basis, interrelated with marketing information, sales facilities, merchan- dising possibilities and the type of cre- ative effort to he used. I have refused to consider P.I.B. data while making a media selection. I have not been deeph impressed ever l>\ what the cli- ent - competitoi ha- been doing be- cause I am certain that man) advertis- ers do plaj follow the leader. I have been foolhard) enough to challenge tin- authenticity of rating services for all t\pes of media. It has been m\ strong < ontention for man) \ears that too man\ admen are trying to conceal their lack of talent or in- abilit) t<> think clearly through new problems with an eagerness to accept statistical data as the answers to prob- lems which require creative thinking. Naturally I am delighted to find agreement with my thinking from so eminent a source a- Dr. Dichter. Thank you again lor publishing this article which I think is a valuahle con- tribution to the entire advertising pro- fession. It should he read h\ everyone who really wishes to he an adman in- stead of an accountant. I iiw usd B. Pope Director of Media James Thomas Chirurg Co. Boston • "III. Paj eliologj o 1 media*1 i* pari of the 2n-arliele Vll-Medi.t Series, aom bring reprinted in lmok form. *lou may reserve a ropy now. I'riee w ill In- * I We wish to reserve a cop) of \our \II-Media Evaluation Series hook. Please send a cop\ of the stud) to us when ready and hill this corporation. 1". E. Bensen Jr. Advertising Manager Canada Dry Ginger He \ en ) oi I. Would you please -end me the Mi- Media Evaluation Stud) when ready? Ma) I reserve m) cop) now? J \MI s \\ I I HKRF.t.I. / ice President Russell M. Seeds Co. Chu • SPONSOR*! 2t>-\<.trl Mi-Media Ktaluatioti -. rlej will be pnbluked in book form ihi- noatft I'n. . is SI each. You may rr-rrir your rop> do* b] irritim to I" Bart W St., New York IT HIGHER MATHEMATICS In his stor) on Wildioot "Win Wildroot ha- LOO ad budgets," 12 Jul) i /'lease turn to jiage 1(> I 12 SPONSOR THE Daily Double in Jackson, Michigan SEARS *WKHM ROEBUCK and CO. A WINNING COMBINATION Here's just one example of how WKHM achieves big results in the big-dollar Jack- son market ! Using WKHM only, Sears ran spot announcements featuring washers and dryers ... 22 spots for a total cost of only $143. This promotion sold over $6000 worth of advertised items alone. Proof that in Jackson, Michigan, WKHM reaches the people who buy. Needless to say, Sears-Roebuck and Com- pany now uses WKHM regularly. Your product message can reach this same ready audience. Buy WKHM, Jackson . . . valu- able corner in Michigan's Golden Triangle. represented by Headley-Reed A PACKAGE BUY OF THESE THREE STRATEGICALLY LOCATED MICHIGAN STATIONS OFFERS YOU MAXIMUM COVERAGE AT MINIMUM COST. Michigan's Golden Triangle WKMH DEARBORN 5000 WATTS 1000 WATTS— NIGHTS WKHM JACKSON 1000 WATTS WKMF FLINT 1000 WATTS high U ON-AIR" at WBRE-Tl New RCA 12.5-kw UHF Amplifier - added to RCA's "1 KW UHF"- provides a complete RCA 12.5-kw UHF transmitter for WBRE-TV Without discarding a single unit of its original RCA UHF equipment, WBRE-TV has boosted power to 22 i k\v ERP— in just one step. When \\ BRE-TV installs an RCA High- Gain UHF Antenna, ERP will go up again -to 500 KW. WBRE-TV's achievement in power boost is another example of the way RCA "Matched Equipment Design" pays off for UHF stations now operating with an RCA "1 KW". It assures peak operational performance throughout the system —and at any power level. It enables you to use your existing RCA equip- ment as you step up power from 1 kw to 12.5. It protects your in\< ment. Are YOU one of the many Ul stations now operating an R< "1 KW"? If you are, you have cho: your basic transmitter wisely. ^ can add an RCA 12.5-kw amplil and continue to use your 1 KW the driver— intact and without mo fication. Moreover, you can go color — without spending a dii/u convert your transmitter. Play it safe. Plan your UHF po^ saaa ssbq QQQQ OK FOR COLOR Tho TTU-I2A Transmitter, lilt* all RCA TV Tr an mifttri new in production, it designed to m fully the now FCC Color Standards and to prevl high-quality color picture transmission when us. with RCA Color Video Input Equipment. at rease with an RCA completely tched UHF system all the way — mi the I KW transmitter to the ver light. ower UHF likes -Bane, Pa. 3or help, call your RCA Broadcast es Representative. In Canada, ite RCA Victor Ltd., Montreal. C FOR BULLETIN ... For complete infor- on on the RCA 12.5-kw UHF smiiter — call your RCA Broad- Representative. Ask for the illustrated, 1 2-page bro- e describing RCA's Hi- er UHF transmitter. Conventional, small-size, RCA 6448 Tetrode used in the RCA 12.5-kw UHF Transmitter. RCA-6448 Power Tetrode- heart of the TTU- 1 2A, I 2.5-kw UHF Transmitter. It is used in the kind of circuits every station man knows how to tune. It saves power and tube costs (up to $34,000 over a ten- year period). It's small, fits into easy-to- handle cavity assembly. It's a standard type — can be obtained from your local RCA Tube Distributor. One type covers the entire UHF band, 14-83. RCA PIONEERED AND DEVELOPED COMPATIBLE COLOR TELEVISION RADIO CORPORATION of AMERICA ENGINEERING PRODUCTS DIVISION CAMDEN N mi •5 -o ° L_ IT,) sponsor, page 12], Kciili Tran- " \i ;in advertising convention in White Sulphur Springs a \<-ar ago Maurei was asked bj a sponsor re- portei after a golf game how much a golfer would lose if he losl ever) bet at ]<>< a hole, to be doubled on each hole. In less than one minute — be- tween soaping and showering Maurer had it figured out: 'Ovei 813,000.' (Exacl figure: 113,107.20.)" Do the) pla) 17-hole courses in \\ lute Sulphur Springs oi is sponsor half right'.' The exacl figure should be $26,214.30. . . . L. Herschel Graves General Manager WTAL Tallahassee, Fla, • The) i»l;t> l8«hole eouraes in \v lute Sulphur Springs. Hut Maurer forgot our tiling tthrn solving the problem. The figure e! 813,107.20 .. tohal the .lutT. i Mould lojte on ju*t tht* 18th hole On |hc proceeding 1™ holes he v.ould have lost a total of $13,107.10 which, .i.l.l. . I to the amount I..-I on the I Hll. hole, makes 126,214.80. RADIO TV DIRECTORY I understand that you have offered gratis a New York and Chicago Radio/ Tv Directory. Several requests for the directory have been sent to me and so I shall be most grateful to you if you will mail three copies to my attention. JOSEPHINK ZlTELLA Librarian Foote, Cone <£• fielding Chicago Just saw a copy of your Radio and Tv Directorv of New York and Chi- cago. I think that it'd be a very handy- thing to have in the old vest pocket, and would appreciate ver\ much re- ceiving a copy. Thanks very much. Don Phillips WEW, St. Louis • SPONSOR'S 1954 Radio Tv Director) i» avail- ■hie fr«-.- of charge to subscribers. Practically everything SPONSOR does i^ very, ver) good and extremel) help- ful. 1 thought 1 would let you know that the Radio T\ Director) is another excellent accomplishment. I have onl) two criticisms which I believe are in line. One i> that our compan) in Chicago is no longer at 160 but is now at 135 North Michigan, m hich i- the Tribune Tow< r. Since I read the entire hook cover to cover, I noticed that you also rnis- Bpelled the '"Hotel Bismarck." Thank vou ver) much for the hook as it is an excellent service. John 1). Stebbin* The liolling Co. Chicago RESULTS BOOKLETS We have learned vou are offering "Tv Results" 10") \ to new subscribers. Since we alread\ subscribe to your fine magazine, we were wondering if we were eligible to receive this also. We would like \er\ much to have a copy. \I \mi.\ \ li DCE Litter, Xeal & Battle Atlanta Wciuld you find it convenient, feasi- ble and reasonable to send us a few copies of Tv Results and Radio Re- sults'.-' We will appreciate it much. Frank M. Devaney V .P. & General Manager UWIX Broadcasting Co^ St. Paul-Minneapolis • The I"'.". I edition of Kadio I!, -nil- and Tv It. -ult- are iu»t off the proas. I lii . are available free to subscriber*: extra ropir.. 81. Ouanlit. pi-ire* on r. .[ii. -i TV DICTIONARY HANDBOOK \- subscribers to SPONSOR we are anxious to obtain copies of your pub- lications titled, "Tv dictionary/hand- hook for sponsors" and the Program Guide. Will vou please let me know- how this can be done. Beatrice Spivack Librarian Hill & Knoulton New York • II.. 1954 Program Guide bj availablr free to subscriber*. Kxtra copies cost 82 each. The 1954 "Tv dictionary handbook for spoD.or»" i. appearing In SPONSOR starting this issue, see page :ik. WEEKEND RADIO \ few months ago I attended a BAB committee meeting in New ^ ork at which Eastern and Midwestern sales managers present talked about their ""weekend problem." I was surprised then, just as I was surprised to see the hig storv in \our June 2!! issue indi- cating that a problem even exists | ""Weekend radio: are \ ou missing a good bet?" page 33]. KBIG always i Please turn to /><;;.<• 94) 16 SPONSOR C ^ £ Q C S-tM! 5 J J J J 0 a a ■52 I I S q O w * ^ £ X ^ © i 44,578 VIEWERS WANTED OUR TRADE-MARK... C()\ KK \CK M U'-l.ased on 44,57;: entries in "Win A Waga" contest, March, L954. Of the total culm-. 38,95] or 87'.' came from Metropolitan \tlanta — Georgia's richest trading area. 5,079 came from other Georgia localities. 5 18 came from oul oi the state. In all, entries came from 7 state-. I.~>(> ties, 378 cities. \\ \< - \- 1\ is n|i\ iouslj top dog iii this rich market area. Represented Nationally by the KATZ AGENCY, Inc. Tom Harker, V.P. and Nail Sales Director, 118 E. 57th St., New York 22 Who'd ever have thought that 31 Scottie puppies would pull 44,578 entries in a one-month contest? To celebrate our 5th Anniversary in March, we offered our viewers a chance to win a live replica of our Scottie trade-mark. '"Waga."' every dav. Entry blanks had to be obtained from local stores or postal cards mailed in to enter the daily drawings. In poured the entries — 14,578 of them. They came from seven states, 150 counties. 378 cities. Metropolitan Atlanta accounted for 38.951 or87'<\ Out-of-state entries totaled 518. The balance, 5.079 were outside Metropolitan Atlanta. Here is coverage where it counts — coverage that blankets the rapidly-growing, rich Atlanta- plus market. Let our reps give you full informa- tion about WAGA-TVs leadership in viewers, coverage, and selling power. 100,000 WATTS wa CHANNEL CBS "TV, ATLANTA, GA. 18 Bob Wood, Midwest National Sales Manager, 230 N. Michigan Ave., Chicago SPONSOR 1. 2. New and renew /Veil? on Telcvi SPONSOR sion Networks I AGENCY Aluminum Ltd. of Canada American Dairy Assn, Chi American Express, NY American Home Prods, NY American Motors Corp, Detroit American Oil Co, Bait Bendix Div, Avco Mfg, Cinci Brillo Mfg, Bklyn Campbell Soup, Camden Derby Foods, Chi Elgin Natl Watch Co, Elgin, III Exquisite Form Brassiere, NY Crove Labs (Fitch), St L Walter H. Johnson Candy (Power House), Chi Nash Motes Div, Amer Motors Corp, Detroit Norcross, NY Owens-Corning Fiberglas (textiles), NY Prince Gardner (wallets), St L Quality Jewelers of America, NY Scott Paper Co, Chester, Pa Standard Brands (Royal puddings), NY C. A. Swanson, Omaha Toni Co, Chi Wesfinghouse Elec, NY JWT, NY Campbcll-Mithun, Chi Benton & Bowles, NY Blow, NY Ceyer, NY Jos Katz, Bait Earle Ludgin, Chi JWT, NY Crey, NY McCann-Erirkson, NY Young & Rubicam, NY Crey, NY Harry B Cohen, NY Franklin Bruck, Chi Cever Adv, Detroit Abbott Kimball, NY M:Cann-Erickson, NY Crey, NY Crey, NY JWT, NY Ted Bates, NY Tatham-Laird, Chi Leo Bu.-nett, Chi McCann-Erickson, NY STATIONS CBS TV 67 ABC TV NBC TV 49 CBS TV 79 ABC TV ABC TV CBS TV 78 ABC TV NBC TV 49 ABC TV ABC TV ABC TV NBC TV 49 Du Mont 80 CBS TV 107 CBS TV 67 NBC TV 49 NBC TV 49 ABC TV CBS TV 67 NBC TV 80 CBS TV 45 CBS TV 87 CBS TV 99 PROGRAM, time, start, duration Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wks Disneyland; alt cospon W 7:30-8:30 pm; 27 Oct: no wks not set Today; partic sponsor M-F 7-9 am; 21 July; 15 partic Doug Edwards & the News; M 7:30-7:45 pm; 23 Aug; 52 wks Disneyland; cospon W 7:30-8:30 pm; 27 Oct; no wks not set Washington Redskins Pro Football; Sun 2 pm; 26 Sept; 12 wks Doug Edwards & the News; W 7:30-7:45 pm; 25 Aug; 52 wks So You Wznt to Lead a Band; Th 8:30-9 pm; 5 Aug; no wks not set Today; partic sponsor M-F 7-9 am; 1 Nov; 5 partic Disneyland; alt cospon W 7:30-8:30 pm; 27 Oct: no wks not set Elgin Hour; alt T 9:30-10:30 pm; Oct; no wks not set Stop the Music; alt T 10:30-11 pm; 7 Sept; no wks not set Today; partic sponsor M-F 7-9 am; 4 Oct; 78 partic Captain Video; Th 7-7:15 pm; 7 Oct; 30 wks Stage Show; Sat 8-9 pm; 17 July; 5 wks Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wk Today: partic sponsor M-F 7-9 am; 13 Sept; 17 partic Today: partic sponsor M-F 7-9 am; 26 Nov; 12 partic Stop the Music; alt T 10:30-11 pm; 7 Sept; no wks not set Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wks Howdy Doody; M 5:30-6 pm; 20 Sept; 52 wks Robert Q Lewis; T 2:15-2:30 pm: 5 Au«; 56 wks Jack Parr; Sat 9:30-10 pm; 17 July; 8 wks Best of Broadway; W 10-11 pm; 15 Sept; 33 wks Renewed on Television Networks SPONSOR AGENCY I STATIONS Best Foods, NY Co^st Fishe-ies Div, Quaker Oats, Wilmington, Cal Colgate-Palmolive, Jersey City General Foods, White Plains Mars, Inc, Chi Prudential Insurance, Nwk Schlitz B-ewing, Milwaukee Wm. Wrigley, Chi Earle Ludgin, Chi Lynn Baker, NY Wm. Esty, NY Benton & Bowles, NY Leo Burnett, Chi Calkins & Holden, NY Lennen & Newell, NY Ruthrauff & Ryan, Chi CBS TV 59 NBC TV 49 CBS TV 76 CBS TV 65 ABC TV CBS TV 112 CBS TV 97 CBS TV 11 PROGRAM, time, start, duration Carry Moo-e; W 10:15-10:30 am; 25 Aug; 52 wks Today; partic soon M-F 7-9 am; 24 Aug; 26 partic Strike It Rich; M-F 11:30-12 noon; 52 wks Mama; F 8-8:30 pm; 3 Sept; 52 wks Super Circus; cospon M 5-6 pm; 26 Sept; 13 wks You are There; alt Sun 6:30-7 pm; 5 Sept; 22 alt wks Playhouse of Stars; F 9-9:30 pm; 2 July; 52 wks Cene Autry; T 8-8:30 pm; 13 July 52 wks (See page 2 for New National Spot Radio and Tv Business) 3. Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Norman Anderson Leo Burnett, Chi, acct exec Pillsbury John W. Shaw, Chi, acct exec John L. Baldwin Young & Rubicam, Chi, acct exec Needham, Louis & Brorby, Chi, acct exec William Barker McCann-Erickson, Chi, media Needham, Louis & B-orby, Chi, asst media dir Russel A. Behr Omaha agency Ayres & Assoc, Lincoln, Neb, acct exec Paul Edward Belknap McCann-Erickson, Chi, exec Needham, Louis & Brorby, Chi, vp & acct exec William Berech Kenyon & Eckhardt, NY, acct exec Same, vp Frank Bibas McCann-Erickson, NY, chg film prod Same, Hollywood, supvr prodn tv commls George B. Bogart J. R. Pershall, Chi, vp Calkins & Holden, Chi, acct supvr Ann Boniello Calkins & Holden, NY, asst to chmn bd of dir Same, admin asst to chmn bd of dir & chmn plans bd In next issue: New and Renewed on Radio Networks. Na- tional Broadcast Sales Executives. New Agency Appointment* 9 AUGUST 1954 X umbers after names refer to New and Re- new category William Berech (3) C. Dentinger (4) Richard Mario ff (3) R. I). Waters W. C. Matthews (3) 9 AUGUST 1954 19 9 AUGUST 1954 \vir ami rvnrir 3. 4. 5. tf/rcrfi.viiM/ Igencff Personnel Changes (cont'd) NAME Cuiru John 6 oo ki CeorM T. Bryant Cecil K Carmichael North Clarcy ThotnJ! W. Clark Edward Cooe Ccorgc DePuc |r Charles M. Dering Lovick Draper Trevor Cv.^ns Carl N Everett Vinton H. Hall lames S, H.iuck W Eld }n Hazard Milton L. Levy George 0. Ludckc Jr lames N Manilla Richarc Manoff Williarr C Matthews Williarr Mcllvain Alan B Miller |ohn | H. Phillips |ohn P Roddy Richard M. Scanlon Tom Sh ea Ceorge Stege Max Tcndrich Edward Thiclc Albert 3 Van Brunt Daniel Welch Stalharr Leon Williams Roy M. Winkler Andrew Zeis FORMER AFFILIATION Leo Burnett. Chi. acct exec Kellogg Compton, NY. acct exec Crisco Craybar Electric, NY, natl sis mgr Benton & Bowles, NY. pub-prom staff Kudncr NY. acct exec Buick Young & Rubicam. NY, mdsg exec Look. NY French & Preston. NY, exec vp Foote, Cone & Bclding, Chi, acct exec D'Arcy, Houston Pacific Natl Adv, Seattle, vp & dir radio-tv Benton & Bowles, NY, acct exec Maxon. Chi. exec Bourjois. Barbara Could Div. NY, sis mgr CBS Radio. NY. mgr sis devel KlX Oakland. Cal, gen mgr Campbcll-Mithun. Mpls. acct exec Ctyer, NY, hd of film dept Kenyon & Eckhardt, NY, acct supvr Abbott Kimball. NY. pres Leo Burnett. NY, hd radio-tv oper Carter Prods, NY, brand mgr Arrid, Nair Stockton. West, Burkhart, Cinci, acct exec Ohio Oil Knox Reeves. Mpls. copy staff Farm journal, spec in appliance accts Free Sewing Machine, LA Leo Burnett, NY, acct exec Weiss & Celler, NY, sp & timebuyer Leo Burnett, NY, acct supvr Buchanan & Co. NY. acct exec Weiss & Celler, Chi, acct exec Earlc Ludgin, Chi, exec Buchanan & Co. NY, art dir Bryan Houston, NY, media NEW AFFILIATION |ohn W. Shaw Chi. acct exec Needham, Louis & Brorby, Chi acct exec Compton, NY, vp Same, assoc acct exec Assn Amer RR Compton, NY, acct exec Chevrolet dealers Same, vp & acct supvr Bozcll & Jacobs, Houston, sr acct exec, radio-t Bryan Houston. NY, acct exec Needham. Louis & Brorby. Chi, acct exec Bozcll & Jacobs, Houston, sr acct exec & r-tv Same, pres Campbell-Mithun, Mpls. acct exec Needham. Louis Cr Brorby. Chi. vp & acct Bryan Houston. NY. acct exec j. Walter Thompson. Detroit, exec Cal Serv Agency. Berkeley, mgr Calkins & Holden. Mpls mgr McCann-Enckson. NY, tv comml staff Same, vp Foote. Cone & Belding. NY, vp 6 acct exec Same, vp Weiss & Celler, Chi, acct exec Compton, NY, acct exec Socony-Vacuum Bruce B. Brewer, Mpls. copy staff Hicks & Creist. NY. acct exec Strombcrgcr, LaVcne, McKenzic LA. acct exec Same, acct supvr & vp Same, vp Same, vp Same, vp Needham. Louis & Brorby Chi. acct exec Needham. Louis & Brorby. Chi vp & member pit bd Same, vp & creative art hd Needham. Louis & Brorby. Chi. asst media dir Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION P. E. Allan Wells R. Chapin Charles Dentinger lames M. Farrcll Richard F. Coebel S. W. Cioss Drucilla Handy Robert E. Lauterbach Michael Kory James T. Maher Robert McDonald Ira Morais Milton C. Mumfoid Richard D. Waters William W. Wcxler Tide Water Assoc Oil, SF, vp in chg mktg CE, St. L, bdest sis mgr Wildroot. Buffalo, ad staff Crosley Radio 6 Tv. Cinci. Eastern rcg sis mgr Nestle Co, White Plains, NY, ad dept Emerson Radio & Phono, NY, vp in chg sis Theo Sills Cr Co. Chi. acct exec CE St. L, bdest dist sis mgr Emerson Radio & Phono, NY, admin dir sis C&W, NY, publicity for Texaco Erwin, Wasey. NY, acct exec RKO Theatres, NY, spec publicity Marshall Field. Chi, vp Vick Chcm, NY, asst gen mgr & vp Vicks Prod Div Murray Mfg, Bklyn, dir mkt res Same, admin vp for mktg CE, NY, dist sis mgr Same, media dir of ad dept Same, field sis mgr Same, ad mgr chg media Same, vp & asst to pres Helene Curtis, Chi. pr & educ dir toiletries div Same, dir sis Same, dir sis Texas Co, NY, gen staff asst in pub rel Paper-Mate Pens, Culver City, Cal. asst to ad rr Lewyt Corp, NY, natl publicity mgr Lever Bros. NY. vp Same, vp Vick Chem Corp Raytheon Mfg, Waltham, Mass, ad & sis prom r» si a tiott Changes (reps, network affiliation, power increases) CFPA-TV, Toronto, new Can rep, All-Canada Tv CHED, Edmonton, Can, new US rep, Forjoe CIMS. Montreal, new US rep, Forjoe CKDA, Victoria, BC, new Can rep, Natl Bdest Sis KBMT, Beaumont. Tex. new natl rep, Forjoe KCRI. Cedar Rapids, la, new natl rep, Cill-Pcrna KDYL-TV. Salt Lake City, new call letters. KTVT KCBX. Springfield, Mo, new natl rep, Venard. Rintoul & McConncll KIMN. Denver, new natl rep, Avery-Knodel KOWH. Omaha, new natl rep, H-R Reps KPOL, LA, new sis prom serv. Robert S. Keller KTXN. Austin, Tex, new natl ren. Richard O'Connell KULA, Honolulu, new natl rep, Headley-Rccd KVOE. Santa Ana, Cal. new call letters. KWIZ KXLY-AM-TV, Spokane, new natl rep. Avery-Knodel WAAB. Worcester, Mass. new natl rep, Forioe WABT, Birmingham, Ala., new natl rep. Blair Tv WAPI. Birmingham. Ala. new natl rep. John Blair WCUY & WCUY-FM, Bangor, Me. bought by Sherwood Tarlow WITV. Ft. Lauderdale. Fla. new natl rep. Boiling WJAS. Pittsburgh, new natl rep. H-R WNOW-TV, York, Pa. new natl rep. Forjo* Tv WOIC. Columbia. SC. new natl rep. Forjoe WOL AM&FM. Wash, new natl rep, Cill-Perna WSAI. Cinci. new natl rep. Weed WSMB, New Orleans, new natl rep. Avery-Knodel WSYR, Syracuse, new natl rep. Christal WTSK-TV. Knoxville. Tenn. bought by South Central Bdct Evansvillc. III. WTVD. Durham. NC. new natl rep, Hcadlcy-Recd Tv WTVP. Decatur. III. new natl rep. Boiling Co WUSN Charleston. SC. new natl rep. H-R WUSN-TV. Charleston. SC. new natl rep. H-R Tv \umbers after names refer to N eu and Re- ategory i. DePue Jr. (3) li . // . II exler I I) R. F. Goebel I 1 1 Drucilla Handy I l> - / Bryant > I > Millon I.. I.i v (3) R I/. Scanloi I ■ . Mux Tendrit h \i ' ell (4) 20 You must face the fACTS! I hanks to the annual "Iowa Radio-Television Audience Survey" conducted for the past sixteen years by famed Dr. Forest L. Whan, you can know more about the listening-viewing facilities, habits and trends in this State than in any other area in the Nation. Projecting all recent figures, you'll find that WHO-TV offers you ready access to 227,000 television sets in Central Iowa — an area that includes an urban population of 566,300, a rural population of 545,100. These 1,111,400 people have an effective buying income of over 1.7 billion dollars. WHO-TV is, we believe, the first station ever to go on the air with programming from 6 a.m. to 12 midnight — with the finest NBC-TV network programs . . . the best local programs, plus one of the Nation's largest local-talent staffs. Ask Free & Peters! WHO-TV WHO-TV WHO-TV J^lWHO-TV ~*> WHO-TV " . . WHO-TV * WHO-TV % WHO-TV , WHO -TV WHO-TV WHO-TV j WHO -TV WHO-TV WHO-TV 'WHO-TV* V*HOT .VHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 WHO-1 iWHO-1 WHO-TV WHO-TV Channel 13 * Des Moines • nbc Col. B. J. Palmer, President P. A. Loyet, Resident Manager Free & Peters, Inc. Satioiicil Representatives 9 AUGUST 1954 21 Since it started 18 months ago wbbm-tv has grown so fast it may seem as though we're playing tricks with figures. But really the only magic is showmanship— wbbm-tv's Showmanship— the kind that's mirrored in: high ratings ... a weeklong average rating 197° higher today than its nearest competitor's ... 12% higher than in February '53. quarter hour wins ... 166 top-rated quarter- hours ... 54 more than the next station today ... 73 more than February '53. top programs... 7 out of the top 10 shows nighttime, 5 out of 10 daytime. (Eighteen months ago it was 5 nighttime and none in the daytime.) Do you, too, want to look big in Chicago? Then, no fooling, the place for you is . . . Chicago's Showmanship Television Station WBBM-TV CBS Television's Key Station in Chicago Soorces on request. f LAST YEAR.... Montreal housewives spent nearly $500,000,000.00 on groceries CFCF 66% of Montreal homes have radio sets in the kitchen. Radio sells groceries! MONTREAL IN U,S -WEED IN CANADA-ALL CANADA I CM Herbert Leeds Advertising Manager Exquisite Form Brassieres, New York "A bra on a live girl is worth two <>n a dummy," Herbert Lecd-. ad manager for Exquisite Form Brassieres, told SPONSOR. The com- pany will tr\ out its theory on tv this fall. Exquisite will sponsor Stop the Music (ABC TV; alternate Tues- days 10:30-11 :00p.m.) over 07 station- starting 7 September for 20 weeks. Agency is Grey. "We wouldn't consider going on tv until we were able to clear slon boards for our film commercials with network continuity a< - reptanee," Leeds added. "Of course, we've always felt it anomalous that actresses, singers and dancers wearing scanty or low-cut cos- tumes have been permitted to be deliberately suggestive, whili strained, whollv decorous presentations of bras which completer) cover the bosom have been banned. How will the live model- exhibit Exquisite Form bras? The film commercials are better guarded than pictures of Ike practice-putting. But Leeds is sure Exquisite Form has mane "to blend good brassiere displaying and demonstration of brassier) sales features in the presence of the entire familj with good taste.1 To complete it- coverage Exquisite Form bras will also sponsor a weekl) 15-minute segment of the radio version of Stop the Music, i CBS, Tuesda) 8:00-9:30 p.m.) over 125 stations. Exquisite's radio contract extends over 2d week-. The combined radio-ti effort will cost the firm an estimated $1.5 million, or close to IV, more than its entire L953 magazine budget Magazines will be deemphasized this fall. Industrj rank- Exquisite Form bras neck-and-neck with Maidenform for No. One: estimated annual sales volume i- between $16 and $18 million. Before its sudden switch into the air media. Exquisite Form was a Kit)', print advertiser, but for an unsuccessful stint over one ti station in fall 1950. Vsked for the reasoning behind the switch to i\. Leeds called a< ross the show room, "Edna, put on No. 698, please. \ moment later a well-rounded brunette stepped into the -how- room, eoolb dressed in a ruffled half-slip and a strapless white bra. Leeds proceeded to give a running commentarj on the virtues ol the "bra-o-matic" number the young lad) wore. I eeds opened a de-k drawer and took out a "bra-o-matic. '"Don t you think it looked better on Edna?" he a-ked. * * * 24 SPONSOR For Your Sake, Mr. Time Buyer, We keep hammering This One Important Fact There Is Only One TV Station in the Detroit Area with Maximum Power ...and that* WJBK-TV Get MAXIMUM COVERAGE on the 1,468,400 TV sets in the rich Southeastern Michigan market with WJBK-TV's 100,000 watt power, 1,057 ft. tower and commanding Channel 2 dial position. 118 E. 57th, New York 22, ELDORADO 5-7690 w Newest Southeast Kansas — Northeast Oklahoma survey covering 1 1 county Coffeyville trade area (256,000 people) reports: KCCF HAS BIG- GEST AUDIENCE IN 45 OUT OF 52 MONDAY THRU FRIDAY *A HOUR STRIPS! (6:00 A.M. to 6:30 P.M.) KCCF with 10 KW on 690 KC delivers primary coverage to a total of 87 counties in Kansas, Oklahoma, Missouri and Arkansas. .. 690 KC ABC COFFEYVILLE. KMMS fEED & CO., National Representatives iVew developments on Sl*0\SOR stories Soo: "Spanish-language programs hit po- ten! market" I.SSUC: 4 June 1931, page 23 SllllJCl't: Nan trend* in the Spanish-speaking marketa His face tanned bj the Southwestern sunshine, Arthur Gordon has jusl returned from a \i-it t<> several Spanish-speaking markets. Gordon i- sales manager "I National Time Sales and he was in Texas to participate in the formation and organization '>t the Texas Span- i-h language Network. He also wauled to further familiarize him- self with the market- and stations ill the area, which he had not vis- ited for \(> mouths. Talking with sponsor aftei hi- return, Gordon -aid that ''The fact national, regional and most certainly local advertisers are using Spanish radio with increasing frequency i- no longer news. There are, however, three indicator- that impressed me particularly: "First, advertisers are turning increasingly to programs, which indicates 'maturity' in the advertiser's acceptance of Spanish. "Second, a surprising!) large number of agency and advertiser executives are visiting the Spanish population centers and coming back with their eyes opened. "A third factor is the awareness of advertisers that they must pro- vide merchandising material in Spanish if they are to get maximum value from the merchandising work done by the stations." 1 he new network — Texas Spanish-Language Network — was set up so advertisers could buy a package of stations covering between 700,000 and 800.000 Spanish-speaking people. Gordon adds that this doesn't include a bonus market of 200,000 Mexican residents which listen to the U. S. stations. Man) of these people, says Gordon, shop in the United States because prices are lower than in Mexico. TSLN stations include KIWW. San Antonio; XEJ, El Paso, and XEO-XEOR, Brownsville-McAIIen (Lower Rio Grande Valley). First account to sign with the network, which began operating 20 July, is Mains Sardines. Gold Medal Flour had been usins; the sta- tions individually and when the network was formed bought a quarter-hour program across-the-board. Talking about the Texas border cities. Gordon sa\-. it is hard to believe you're still in the United States. Store signs are printed in Spanish and English, sometimes in Spanish alone. Conversation heard in passing on the streets is in Spanish. If a radio is turned on, chances are you 11 hear either some Latin music or a commercial in Spanish for one of the more than 60 nationalb -known American products that utilize Spani-h-language radio. Win . even the road signs are bilingual." \t the same time Arthur Gordon wa- establishing TSLN. an- other Spanish-language network was being organized. Richard O'Connell told SPONSOR the other day that target date for opening a second Spanish-language network will be 1 October of this \ear. O'Connell said the new chain, to be called the Sombrero Network, already has signed seven affiliates and will cover not only Texas but also the heaw Mexican population- in Los Angeles (said to have the second-largest Mexican population in world, exceeded only b\ Mexico City) and Albuquerque, plus five Texas stations. Programs planned for the network include a feature mysterj show. serial stories ami sports programs. O'Connell. who will be national representative for the network -aid it will covei about 1.6 million Mexican-Americans in the I . S.. plus the bonus Mexican audience. Affiliates signed thus far include K \I>0. Ubuquerque; KCOR. San \ntonio: KCCT, Corpus Christi; KGBT, Harlingen. Tex.: KTXN, \ii-tin: k\\k\\. Pasadena, and \I.DF. Nuevo Laredo. ** * TOPSOIL is our BLACK GOLD in the ! Red River Valley Prs;ty words and lilting phrases all aside, there's only one basic source of wealth, and that's the earth. We could tell you that people in the Red River Valley are extraordinarily prosperous because they are thrifty and hard- working. Or because they are shrewd, or energetic. Or because this radio station keeps their money whirling, by putting avaricious ideas .into their pretty little heads. Etc., etc. Actually, the Red River Valley is prosperous because of our thick, black topsoil. Through endless prehistoric ages, it was deposited in what was once the bed of a vast lake. This earth is as good or better than the humus-laden soil in your rose garden. It grows every kind of "crop", including hogs, lambs and cattle — like mad. And our farmers don't work ten-acre or fifty-acre plots. They work our eye-filling flat fields with the kind of power equip- ment you ordinarily see only on big engineering projects. They make as much money in their overalls as lots of city guys do in their gray flannels! The average farm in this area produces a gross income of $9,518 as compared with the Average National Farm Income of $6,687. We hayseeds who have run WDAY since 1922 use big facilities to farm our audience, too. We dominate this territory so com- pletely that you can't even mention any other station in the same breath. If that sounds exaggerated to you, you have only to investigate a little. For example, you might ask us about the fan mail that pours into here at the rate of 400 letters a day, including Sundays and holidays. You might ask why more than 10,000 families pay cash subscriptions to receive our "Mike Notes", WDAY monthly newspaper, etc. But it all goes back to the topsoil, and there we rest our case. Ask Free & Peters! WDAY FARGO, N. D. NBC • 5000 WATTS • 970 KILOCYCLES FREE & PETERS, INC. Exclusive National Representatives Do as over 2,300 major advertisers did on WBC stations last year By using WBC's five 50,000-watters, many enjoyed substantial savings with multiple station discounts. They hit America's big population belt . . . at least 26,500,000 ... at a cost as low as 21e per thousand. Crazy? You should be so crazy. Call Eldon Campbell, WBC National Sales Manager, at Plaza 1-2700, New York, or your nearest WBC station. Let them show you why radio is good business for you. WBZ-WBZA 51,000 watts in Boston and Springfield wowo 50,000 watts in Fort Wayne KEX 50.000 watts in Portland, Oregon KYW 50,000 watts in Philadelphia KDKA 50,000 watts in Pittsburgh ®@ WESTINGHOUSE BROADCASTING COMPANY, INC wbz-wbza • wbz-tv, Boston; kyw • wptz (tv), Philadelphia; kdka, Pittsburgh; wowo, Fort Wayne; kex, Portland, Oregon National Representatives: Free & Peters, Inc. 444 Madison Avenue, New York 22, N.Y. ! YOU MIGHT BAT .420 IN THE MAJORS* - BUT PULSE REPORT— 100% YARDSTICK KALAMAZOO TRADING AREA — FEBRUARY, 1953 MONDAY-FRIDAY 6 a.m.- 12 noon 12 noon-6 p.m. p m. -midnight WKZO 59% (a) 59% 4? , B C 21 14 23 5 (a) 4 6 D 4 4 4 E 3 4 7 9 14 1? [a) 1 1 mplete sis hour period and the share o} audience is unadjusted for this situation. YOU NEED WKZO RADIO FOR BIG-LEAGUE RESULTS IN WESTERN MICHIGAN! WKZO, Kalamazoo, is the Western Michigan radio champ — by a wide, wide margin. Pulse figures, left, prove it — morning, afternoon, evening! \icl>en credits WKZO with 181.2% more daytime radio homes than Station B — 790.6% more nighttime! That's the Pulse/Nielsen story on WKZO. Your Avery- Knodel man has other, equally impressive facta. fflu> @efy& SPfaUonA WKZO — KALAMAZOO WKZOTV — GRAND RAPIDS KALAMAZOO WJEF — GRAND RAPIDS WJEFFM — GRAND RAPIDSKALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN. TV — LINCOLN. NEBRASKA Auooatfd - WMBD — PEOPIA ILLINOIS CBS RADIO FOR KALAMAZOO AND GREATER WESTERN MICHIGAN Avery- Knodel, Inc., Exclusive National Representatives •idi set this major-league record in 1'>11. playing with the Detroit Tigers. 30 SPONSOR 9 AUGUST 1954 Spot radio is bigger than you think Medium includes most top air advertisers in its S135,0u0.000-aiiinially billings yet top management sometimes fails to understand its stature j[ he advertising medium known as "national spot radio"' showed a gross increase in business of 37' . in the peri- od from 1947 to 1953 — tv's greatest growth era. Between 1952 and 1953 it continued on its decidedly upward trend, marking a gain of about 10' - . National spot radio by industry esti- mates is today billing more than all of the major radio networks combined. Last vear its billings amounted to an estimated S135.000.000 after discounts and before commisions to reps. It ac- counts for about 24rr today of the average radio station's earnings. Doz- ens of the biggest air advertisers use national spot radio intensive!) from early morning to 'way past midnight. Yet the sheer volume of business in national spot radio is now running ahead of its full recognition as a na- tional advertising medium. Full understanding of what spot ra- dio is, how to buy it. how to use it and how to get the most out of it has not permeated to all levels of client or- ganizations, even though generallx high advertising costs in recent seasons have prompted much soul-searching and media schedule examinations among top managemei l and sales executives. Out in the field, ~pot radio is not always understood among the sales force that calls on distributors and re- tailers. And national spot radio isn't invariably a feature of discussions in which the salesmen explain the com- pany's national advertising support. On the upper levels of corporate management spot radio is sometimes dimly understood — even in companies which, at the same time, are making extensive use of national spot radio. This then is a report designed to aid understanding of spot radio where it -120 -60 -40 National spot radio maintains steady growth FCC figures for national spot radio show 37% growth fur medium, despite tv, between 1947 and 1953. Trend continues upward. Dollar figures are station revenue after discounts and before rep, agency commissions. Spot growth is often ignored by air clients 60 40- 1947 $98,581,241 1948 $104,759,761 1949 $108,314,507 1950 $118,823,880 1951 $119,559,000 1952 $123,658,000 1953 $1 35,000, 000* industry estimate. Other figures are from FCC. 9 AUGUST 1954 31 6 spot radio fundamentals for top management i II /mi spiti radio is: It's oational radio advertising operating at the local level, comparabli d schcduli It is a medium Beparate and distinct from network radio and from radio placed bj local advertisers, National spol radio's outlets include all of the over-2,500 t is the 98 merican families who own a total of over 117, radios. 2 Una- spnt ratlin is purchased: Thi usual channel is advertising agencj to station representative 'i Aboul 909? of the more than $135,000, spent annually for national Bpot radio is channeled from about 101 ad agencies through some 05 station reps. Stations discount 1595 1" agencies, [ Contracts are of a wide varietj of lengths, from one night -t.-.nds to year round campaigns. 3 IWkiI forma spat ratlin takfs: Medium offers advertisers a wide choice oi recorded <>i live vehicles. Recorded commercials usually take the form of i-minute announcement, 20-second or I" second m breaks between programs, although any of these can be within a program structure as partici- pations. Live vehicles include news, weather, Bporte, hom shows, farm programs produced locally. 4 I IvxihilU u oi spat rutlin: Spot is probably most flexible of all air media. Bponsoi is not limited in Ms choice of markets, stations in market, vehicles on Btation. Campaigns can be tailored to bolstet weak sales areas, launch new products on market by market basis, Time purchases can be made to take advantage of fact thai diffen nt stations in market will lead in audience size at different times of daj and tn allow t igionaJ Listening tastes. Unlike filmed t\. copj can be changed overnight. 5 t'ri»i'i«iiii»n thmuah salt's channels: General efficiency of spot radio campaigns is raised, experts feel, when sponsor's sales organization is well briefed on details of campaign. This aids in arousing dealer, retailer ent hiisia sm for campaign, helps to jjet stock tips, good shelf positions, dealer assistance in point ot' sale promotion. Spot radio can be "glamorized"' SUCCeSSfull] bj Stressing name value of national, local Btars involved in spot radio campaign, numboi of audience impressions likely to l>e made. 6 llasint'ss outlook for spot ratlin: The nation,,! spot radio medium is on the upbeat in U.S. Medium madi i 3795 increase in gross business between 1947 and li'o.'f. gained L095 between 1!'."l' and This gain was made at a time when tv was making its greatest postwar growth and during period when network radio billings declined. Much of radio's "best time" today (early morning, noon hour, early evening, late night and all-night slots) is available to national clients only via spot radio. i- tied undersl I so thai national ad- vertisers < an take better advantage of the medium. Il wraps together the ob- servations of dozens of advertising men, veteran timelm\er- and spot ra- dio salesmen, as well as con nts from sponsoi executives. Some "I the sj mptoms "I spot ra- dio's under-recognition help to explain the problem. lake the matter <>f the medium's name spol radio. It's simpl) nol de- s< i iptive "I the medium and often leads to a < ei lain alio. nnt of l'.i-i' Confusion exei utives. \s one of the Few ■ j timebuyers h ho has a g I deal ,,| direel i ontra< t with i lient offi- cials stated : etimes when T Btart talking spot radio a • lient w ill ask me 1 ou mean, you think we should bin some an- niiniK •ements?" Iluw can I explain in a few minutes what it took me 10 >ears of liai (I work to learn?" Thus to many at management lex el the words "spot radio" continue to mean short announcements or commer- i ials helueen programs- and usually network programs at that. Spot, as a medium, ol course makes use ol such announcements. Bui the medium is characterized bj market selectivity rather than anj single form of com- mercial. Il embraces, ol course, every- thing from lull sponsorship of local programs through "participations" in rams to purchase of announce- ments between programs. Management men without the time i" a< quire a lull grasp ol the spol radio medium sometimes acquire a limited view of spot by hearing over and over again a name which is not fullx de- scriptive. Interestingly mam time- buyers, account men and rep- cannot understand this mental hurdle of man- agement. To them the media term "spot radio'" trigger- a much broadei sel ol mental image- and conditioned reflexes. Hence corporate executives and admen sometimes speak entirely different language- about spot radio. although this is not generally true of other media. But this i- nol the whole problem. Another reason for spot radio's low glamor rating among some mar tnent executives is thai there i- a tend- ency to lump spol radio together with all other form- of radio. Frequently 32 SPONSOR advertising trade papers or columns omit mention of spot when discussing media. The impression is thus fostered that spot radio does not rank as a full- fledged medium and is actually just an odd corner of the radio business. On the cover of one of the advertis- ing trade journals recently, for exam- ple, there was a two-color graph listing media and cost increases for fall. It included business publications, whose annual billings are now estimated at some $335,000,000 annually, and out- door advertising, whose ad volume is I problem now over $162,000,000 annually. But when it came to the air media, network radio and network tv only were included. Spot radio, with its esti- mated billings of over $135,000,000 this year, and spot tv, where the bill- ings marks is now over $100,000,000, were left out of the media roundup. In the advertising and business col- umns of the daily press, spot radio sometimes gets even shorter shrift. Newsmen write stories about media growth in which phrases like "radio business is off another so-and-so per cent this month." Actually . what they're usually talking about is network radio gross billings, not network and na- tional spot radio combined. All of this leaves management execu- tives who gather their advertising news by reading on the commuter trains poorly informed. Spot radio is grow- ing, but some of these executives who don't work with spot radio from da\ to day may easily come to the conclu- sion that spot radio, like network, has lost billings in the postwar tv years. "With the economy tightening and the pressure on to maintain sales vol- ume, some managements prefer to ride a media winner when it comes to ad- vertising— if only to keep the dealers and stockholders impressed," is how an independent advertising counselor sums it up. As far as top management is con- cerned, therefore, spot radio has a pM< hological handicap in addition to a "semantic barrier." In the long run, proponents of spot radio are sure, this is damaging to advertisers who might better understand or use the medium if their whole organizations had a clear understanding of its stature, impor- tance and growth. The key thoughts that corporate management should bear in mind re- garding spot radio add up to this : Educating sponsors to uses, ad/aitages of spot radio is task of reps' "Crusade for Spot Radio." Here, CSR manager Reg Rollinson (left) con- ducts informal "clinic" with Don McVickar, Anderson & Cairns a e; John Dugdale, ad manager, Rootes Motors (Hillman Minx); A&C's v.p. and radio-tv director Vic Seydel 1 . Spot radio is an active, growing, hard-hitting, low-cost and frequcntK glamor-provoking national ad medium. It is also a cumulative medium in that local-level spot campaigns can add up to be larger than the biggest of big- time network drives. 2. Spot radio has a proved record of impact at low cost and of being able to pinpoint audiences for a sponsor's sales message. This is what explains its growth. (Please turn to page 82 I Veteran spot radio users, like Shell Oil, are convinced spot radio works best when medium is understood and appreciated throughout the firm's structure. L to r., below: Shell's Jim Powers, N.Y. district promotion manager; Ed Schulman, Shell radio-tv manager; WCBS spot star Herman Hickman make field call on Shell dealer Bud Enos Audience impressions in spot radio are counted in millions, reach all U.S. segments with hard-hitting, creative radio. Singer Peggy King recorded jingles for Hunt Foods spot drive, was heard by Columbia Records' Mitch Miller on car radio, signed to platter contract. Below, pert songstress gets plant tour from Hunt president Fred Wiseman 9 AUGUST 1954 33 TIME BUYING AT CONFERENCE TABLE ARE (SEATED) 10 OF Y&RS 21 ALL-MEDIA BUYERS, (STANDING) 10 OUT OF 19 ALL-MEDIA ASS II. The all-media buyer at Y&R Y&Il buyers act as media directors for their accounts, planning budget breakdown, recommending choice of media, then buying all media { , an one man buy 10 different media expertly and efficient 1\ ? Can he judge the comparative value of announcements vs. newspaper space \^. billboards vs. skywriting for his ( lients? In small agencies billing SI million or less the president usual I \ does this over-all Btrateg) job. Larger agencies have a media director who kimu> how I" bin media of every kind. Bul in the largest shops the buyers bei ame specialists particularly after growth of radio in the 30's and advent of tv in the 40s. One group of men knew print, another specialized in -I nn-dia. \nd -| n-i ialization was carried even to the point where one group bought radio, another group \\ since the buying of the broadcast media involved complicated research and evaluation that print buying had i ot required. B) L952 media specialization had 34 by Evelyn Konrad grown to where seven or eight media specialists might be working on one ■ 'iunt. Some agencies began to feel that coordinating and supervising these specialized functions tended to infringe upon the time that might have been de- voted to creative media planning. At this time several of the top agencies began to change their outlook on media specialization. Two of these major agencies I Young 8 Rubicam and Sherman & Marquette — now. Bryan Houston) decided to re- verse the trend and to reintegrate the various busing functions. First among the top 2(1 agencies to reorganize along the "all-media buyer" pattern was ^ oung & Rubicam. second largest ra- uio-t\ agencj with -^18 million in air billings in 19.13. Today, some two years later. Y&R'a v. p. and director of media, Peter Levathes, is satisfied that the integration of the media depart- ment i- completed and that it has turned out successfully. What does this integration mean? It means that one person buys all media, from car cards to network tv. for the particular accounts assigned to him. He is no longer a specialist in >|iot radio only, or in newspaper ad- vertising only. Rather he is a media specialist — a man who is qualified to make recommendations to the client for dividing the budget among the \ ai ious media. He does not enter the picture shortly before a campaign breaks and have a market list handed him by an account executive, as is sometimes the case in agencies which separate the buying functions. He isn't the guy whose work is evaluated mainly for his ability to dig up scarce adjacencies or make an economical buy. Within the framework of Y&R's me- dia organization the all-media buyers i lriicle continues page 36) SPONSOR fW'fj'f I 'iLiiL-iumumn ii iMULiLniiLiiunjiMjuELmmu JYER AND ASSISTANT HAVE AVERAGE OF THREE ACCOUNTS TO BUY FOR; TIMEBUYERS USED TO BUY FOR SEVEN OR EIGHT CLIENTS Chart shows how all-media buyers and assistants fit into Y&R media department VICE PRESIDENT & DIRECTOR PETER C. LEVATHES EXECUTIVE ASSISTANT W.E. MATTHEWS ASSOCIATE DIRECTOR FRANK COULTER ASSOCIATE DIRECTOR THOMAS HACKETT ASSOCIATE DIRECTOR HENRY SPARKS ASSOCIATE DIRECTOR SAMUEL THURM 21 MEDIA BUYERS I I 1 1 ASSOCIATE DIRECTOR THOMAS SKELTON OUTDOOR (r TRANSPORTATION 19 MEDIA ASSISTANT BUYERS MEDIA OPERATIONS SUPERVISOR JAMES STACK 1 ACCOUNT SERVICE CONTRACT FORWARDING MEDIA FILES SECRETARIAL 0 TYPIST STATISTICAL 9 AUGUST 1954 35 could besl be called "media directors" i. 'i the particular a< counts the) work on. Iliej oversee the actual buying, ol ■ . «u i ~e. but tin ii main function i* me- .11,1 |ilunning. Not that the finding ol a top-notch adjacem \ on t\ is n. »t appreciated, and nut thai the buyer Isn't rated a hotter man if he can Bave the sponsoi some money. Rather, thai lii- worth to the new Bet-up depends primaril) upon his abilit] i" do < reative media planning. I .I give him the time to analyze the mam facts about the products for which he plan- and buys, the V\H buy- ii i- freed of much ol the detail work thai customaril) is pari of a timebuy- er's or Bpacebuyei - job. There s a me- dia operations group which takes the load of mechanical and clerical work oil his shoulders. I his group is divided into -i\ departments: account service, contract, forwarding, media files, sec- retarial and t\ pists, statistical. Ut course, such a media services group or department is not peculiar to \&\\ alone. Most of the major agen- cies provide a pool of such specialists to l heir buyers. The difference, essen- tially, i- that most of the help pro- \ ided l>\ diis media operations group is channeled through to the media buy- er's assistant. It's the assistant who supervises contracts, checks on make- goods. In mosl instances the buyer al- low- this assistant to check the space and time availabilities and to make buj ing dri isions. "I onlj get into the matter of choos- ing availabilities when it- a major market like New ^ ork, Chicago or Los \n:_'eles," one buyer told SPONSOR. "Or else, if it's a particularly competi- tive market or one that the client has had problem- in previously. Usually, though. I rely on my assistant. I guess \ou might -a\ that I supervise the buy- ing that he does." ^ \K has 21 all-media buyers and 19 assistants. The assistants are also all- media men. They often have as much and more contact with media reps and print or time salesmen as the buyers themselves. They pore over the analy- ses and media research material that the statistical group forwards. They sift through the availabilities that are sent in by reps or station or print peo- ple, passing them along to the bu\er mainly when there is some doubt about the choice. Where, then, does the media buyer ALL-MEDIA BUYERS WABBEN BAHB ■ KA V BROWN EDWIN BYBNB FLOBBNCB DART •WILLIA 1/ DOLLARD .Kills FLOURNOY FBANK GRADY HIRE GBEINBB LLOYD EABBI8 ■I nits HENDER80N VANCE JIICKS GEOBGB HOFFMAN ARTHUR J0NE8 JOSEPH LINCOLN ■ THOMAS LYNCH MARTI V MURPHY DESMOND O'NEILL A. Ii. rEATT *LORU. UNE RUGdlERO FBEDEBICK WEISS 'RUSSELL YOUNG •Was a timebuyer before the reorgani- zation In 1952. /Ifl-Hlfffifl lim/cr ix ill middle: He's in touch with client, with 10 or II members of product group within agency in order to map out media policy for his account and campaign /ProductN ^S\. Group >*l Client Problem W Schedules Product Market Purchase Media Facilities J Media V Contracts Jk Buyer jL Media Information Campaign Progress Media Research Study of Changing Conditions /PI. \Bo ans \ ard 1/ get into the act? The media buyer's work begins even before the budget allocation. He actu- ally plays a vital part in shaping the presentation upon which the agency bases budget recommendations to the client. At the beginning of the year, usu- ally, a budget is set up by the client and the agency. This budget is deter- mined by the agency's presentation to the client asking for certain alloca- tions, bashed out and determined dur- ing previous discussions by the prod- uct group. The product group is com- posed of some 10 or 12 people, each representing a department in the a_ cy, and each assigned to that particu- lar account. There 11 be contact men from the account group, someone from art and copy, a merchandising man. and. of course, the all-media buyer. The initial discussion of the prod- uct group ma\ take several hours. \t this time the buyer listens closely !<• the contact and merchandising men. From them he learns what problems the product might be facing, be it packaging, distribution, sale-, improve- ment of the product itself, or a com- petitive angle. [Please turn to page 7(>i 36 SPONSOR f*tf -♦♦ -—-—-* .^ Phoenix manufacturers Malcolm H erner and Thomas David [above left) were first to launch retail shop in Phoenix exclusively for sale of squaw dresses. Hon could they get women to pay as much as $100 for novelty embroidered cotton like dress al left? They tried afternoon d.j. show and newspapers, found radio far outpulled print. Air schedule was strengthened. \ou they manu- facture 100 dresses a day for sale in single re/ail nutlet \ above right) and to fill large mail-order business. They plan three neu stores in Arizona and California next year, will increase radio lineup in fall. Line has been expanded to include children's dresses which are exact duplicates of the grown-up styles. Radio+sqnaw taes=wanpni Indian-stvle dresses vielding Phoenix retailer 8150.000 in first year _t\ few years back some far-sighted dress manufacturers in Arizona decid- ed to copy American Indian fashions instead of the latest Paris models. Soon you couldn't tell a Phoenix squaw from an Indian one — they were both wearing bright-colored cotton dresses set off by contrasting bright embroidery. But there was no Phoenix store to sell squaw dresses exclusively . This past January, a Phoenix manu- facturer. Thomas David, joined forces with another dress producer, Malcolm Werner, and opened a large retail out- let in Phoenix devoted exclusively to their line of "Toria Tassi" squaw dresses. Toria Tassi planned its initial advertising campaigns on radio and in the local paper to coincide with the launching of this retail store. Todav. owners David and W erner report a steadv month-by-month sales increase at the rate of 30% since us- ing radio. Because of the success of its radio venture as contrasted with newspaper advertising, radio appro- priations have been increased steadih and newspaper ads have decreased in importance. Toria Tassi expects to spend twice as much in radio during 1954 as in newspapers i it advertises only in [he Sunda) paper). If the cur- rent sales trend continues, gross re- ceipts will hit about 8150.000 this year, the owners estimate. So successful has its retail operation proved that the owners are planning to open three additional stores during the coming year in nearby Las \ e<>as. II ; .h'. .- ■-:-, ■'.,.„! case history Tucson and La Hova (Cal.). Most of the 1954 radio budgel goes for daily 15-minute participations on KPHO's Make Mine Music, a three- and-a-quarter-hour disk jockej show (2:15-5:30 p.m. I . The show is sup- plemented by sporadic announcement schedules on the same station to co- incide with heavv buying seasons. Toria Tassi owners had these factors to consider in planning a successful air campaign : 1. Squaw dresses, which originated in Phoenix, were a well-established fashion there this past January. The climate permits their wear year round by Phoenix residents. However, they were created on a custom-design basis b\ small semi-exclusive shops and lo- cal couturiers. They had never been promoted or advertised b\ these shops. i Please turn to page 88) 9 AUGUST 1954 37 PART 1 A THROUGH 0 Sponsor Service* Inv, i 'ontributors and consultants DR CHARLES ALLEN. Research Dir.. Medill vhool of Journal ism, Northwestern I . Evanston, III. |OHN W. ANDERSON. Fibei Glass Corp., New York BILL BALLINCER. l^ Prod., Campbell-Ewald, New York BOB BANNER, Dir., Fred Waring 1. Show, CBS TV, New York CEORCE M. BENSON. Dir. Sales v Research, Tv Workshop. Ford Foundation, New Yoik RALPH S. BINC, Ralph King Co., Cleveland JAMES M. BOERST, Publisher, Executives Radio-Tv Service, I .in hmonl . N \ WM. |. BREWER, Radio < h Dir., R. J. Potts, Calkins & Hol- di n. k. in-.. iv ( ii\ FRANK BURKE. Editor, Radio b I. Daily, New York EDDIE DAVID. Prod.-Dii . Ziv h Programs, I.os Angeles HARRY DIETER. \^ Mgi Footi Com & Belding, Chicago ORRIN E. DUNLAP |R., V.P., Radio Corp. ol Vraer., New York HUDSON FAUSSETT. Dir., Armstrong rheatre, NBC IV. NY. WM D. FISHER. V.P., Gardnei Advertising, St. Louis DON FORBES. Mgi Studio Programs, kl \( l v. I os Angeles MAURY FRINK, Pres., Frink Film Studios, Elkart NORM GRANT, Scenii Dir., NB< l\ New Y...k KEITH CUNTHER. Prod Dii KM) i\ Kansas City R. B. HANNA, Mgr., WRGB l\. Schenectady SHERMAN K. HEADLEY. vm. \\K, wan. Minneapolis CEORCE HEINEMANN. Dii ?\ Prog \ l'.( IV. Chicago BERNARD HOWARD. Icademj Film Prod., (hit ago DOUG JOHNSON luthoi l\ Write] ( Hs rV. NB< IV, N.i BILL LADISH. I rod Dii u l>\l l \ Kansas ( it) ROBERT L S. LEEDY. tssl \,u Mgr., Communications Prods Dh Dii Mom I abs, ( lil \ I CHESTER MacCRACKEN. \ P Radio [v, Doherty, Clifford. Steers I Shenfield, New York DON McCLURE Sail Mgi Bonded l\ Film Service, \<» York HARRY McMAHAN, \ T ( barge Radio l\ Commercials, Mil ann l i ii kson, New ^ en k RAY MERCER. Raj Mercei Prodns., Hollywood HOWARD NEUMANN. l> Dii Lowe Ru.ikl, Ol ahoma (Hv BERNARD F OSBAHR Editor, / N.u 1,„k LEE RUWITCH. V.P - Gen Mgi u I\J. Miami DR. DIK TWEDT, Research Supvr., Needham, Louis v Brorbj Chicago WALTER WARE, S Beck ! u \, ■« York |ACK WEBB, h \n i Prod D Marl \n Prodns., Hywd ADRIAN WEISS. Louil Weiss s Co., I oa Vngeles BEULAH ZACHARY. Prod.. Kukla, t'.r Ollit NB( l\ (in Here's your chance to get over-all look at television. New 1954 dictionary is designed to be read fi you want an over-all look al television today, start leading the TV Dictionary Handbook for Sponsors which begins this issue. ^ oull find it contains not just the spe- cialized vocabulary of the business but also what is in effect a terse description <>f everything that noes into putting a show on the air. The Dictionary/Handbook will appear in several SPON- SOR installments and will later be published in book form. In addition to terms defined alphabetically it includes special sections on color, on research, on t\ special effe ts and other vitally useful topics. These special sections, too. will appear in future issues. The dictionary was compiled b\ Herbert True, adver- tising assistant professor at the University of Notre Dame. He was aided in his monumental work b\ 37 contributors and consultants. (Their names appear at left, i This is the third and by far the largest dictionary com- piled by True for SPONSOR. Previous pioneer efforts ap- peared in sponsor in 1950 and 1951. True is uniquely qualified for his role as tv's Webster. He's worked at agencies as well as stations in radio and tv production (You'll find some highlights of his background on page at right, i sponsor suggests thai you literallj read the dictionary through from \ to Z. More than just a place to look up word- you don't know, it's a systematic way for everyone i<> see the whole picture. B\ dint of rapid scanning you can run through terms till you hit some bodj of informa- tion which particulars) interests you. • Rentiers who wish to reserve copies of the Tv Dic- tionary Handbook for Sponsors can write to Sponsor Services Inc., 10 1 . 19th St.. Yea York 17. V. ) . 38 SPONSOR AAAA American Association of Ad- vertising Agencies. Also, Associated Actors and Artists of America. ABC American Broadcasting Co. ABC TV — radio-tv network. Old NBC Blue Network. ABOVE-THE-LINE COSTS The money allocated for producer-director (or solely director) , cast, script and associ- ate producer (if one is required) in the budgeted cost of a tv film or live pro- duction. ABRASIONS Undesirable marks and scratches on the surface of film caused by the rubbing action of film on film, or of film on metal, hardened emul- sion or some other substance. ABSTRACT SET A setting without defi- nite locale, purely decorative. ACADEMY LEADER d) A 12-foot film leader that says film has been made to specifications of Academy of Motion Picture Arts and Sciences. (2) Leader with numbers on for cueing purposes that precedes first scene of film. ACCELERATED MOTION Conversely, if a film is run slower than normal speed. action is speeded up, known as accel- erated motion. Opp.: slow motion. ACCENT Change of emphasis in a scene, musical presentation, action or delivery of a sentence or group of sen- tences. Very necessary in tv for shade of meaning, relief from monotony and for sustaining interest. ACCOUNT Sales term for a purchaser of radio, tv announcements, programs. ACCOUNT EXECUTIVE Advertising agencyman who is in charge of or administers an advertiser's account. ACE or ABIE Any tv talent or indus- try personnel who is tops in ability or is sure to succeed. ACETATE Safety film, or, technically, the abbreviation used meaning cellu- lose acetate, a non-inflammable, trans- parent, flexible film used to form the base on which the emulsion is deposit- ed to make film for 16 mm. operation. ACHROMATIC tion.) (See Special Color S?c- ACROSS-THE-BOARD A radio or tv program scheduled three, five or six days a week at the same time. ACTINIC LIGHT Light which has high photographic value and affects film or camera tube very quickly. ACTION iH Any physical movement that takes place before camera or on film. (2) The director's signal for the talent to begin the scene. ACTUALITY Recording of an actual event without acting, special posing or reconstruction. ACUITY (See Special Color Section.) AD LIB Improvised, impromptu ac- tion or speech not written into the script; in music, to add notes not in the score. ADAPT or ADAPTATION To alter a story, biography, novel or play for the purpose of a more successful radio or tv presentation. ADJACENCIES The shows (on the same station) immediately preceding and following the program referred to. ADLUX Photo transparency, usually lit from behind, used in tv for signs and miniature displays. ADVERTISING AGENCY Independent business and or creative organization lecognized by advertising media as qualified to give sales and advertising counsel to advertisers and to plan, pre- pare and place that individual's ad- vertising. ADVERTISING COUNCIL Professional organization that renders advertising services to clients; includes such func- tions as planning, preparing and plac- ing advertisements. ADVERTISING MANAGER (1) Individ- ual in a company who supervises the advertising. (2) In printed publica- tions, one who is responsible for sell- ing space. AFFILIATE Usually an independently owned tv station which carries, through contractual agreement, programs pro- vided by a network. AFTER IMAGE tion.) • See Special Color Sec- AFM American Federation of Musi- cians. The national musicians union. I Please turn to page 96) Herbert True is television's Webster Herbert True at 30 has be-en a partner in his own agency (Walker, True Associates, Oklahoma City); a radio-tv writer-producer for Gardner Advertising, St. Louis: an announcer, writer and director for three Midwest radio stations; indepi ndi ni businessman. Today he is a member of the adrt rtising and English departmi nts at the University of Notre Dame. He finds time for after-class activities like publicity for the University and membership on flu board of directors of the South Bend adn rtising and sales executives' club. The Tv Dictionary /Handbook which starts on these pages repre- sents his third compilation of tv industry terms for sponsor. //< was the first to publish such a dictionary. True received his B.A. at the University of Oklahoma and got a Master's Degree i)i Journal- ism at Northwestern I'nir, rsity. U< won s^ i>< ral scholarships, awards. Herb True has conducted many independent tv studies. In pictures he's passing out questionnaire for experimental study he conducted on tv viewer reactions ► 9 AUGUST 1954 39 Life at a radio sialiwi WOLF, SvracP of lid- am on i ' i^herra Marshal] always look- as tanned as .1 man who's just returned from a three-month cruise around the < .ii i I >l .can. Whenevei Marshall, who's president ol W • M I . Syra< use, es to New ^ mk I., see timebuj ers, the) 're apt to ,.-k him how he enjoyed In- vacation. "Vacation?" he laughs. "I gel mj tan m hile I work !" Vnd he'll \\ hip out a sei ies ol pictures I i k<- the ones on these pages pi. tures "I \\ < >l .1 staffers a1 work in the sunshine. I > i j i ing the months "I Vpril thi ough Octobei much "I the station's business i- i ondui ted on a spe< tall) buitl out- dooi patio. Business proceeds a- usual in the open-air office: Girls in bathing suits and sports clothes tvpe awav on portables, use adding machines, take dictation, check program schedules and munch on sandwiches during the lunch- eon break, telephones connect the sun worshipers with palefaces at the station indoors. When the fresh air fanciers go inside, the) must slip on a ja< kei and -kill or shorts to cover up. The back-to-nature movement during office hours seems to l>e catching on with mam businesses around the coun- try including several large publishing firms, advertising agencies and prob- abl) othei stations here and then-. Does the diel ol fresh-air-and-sunshine pa) off in increased efficienc) ? Marshall, For one. is convinced work- in l: outdoors has improved the general level of work as well as tempers — at his station which is one of the leading independents in the I . S. Marshall is now serving as president of VIMS Association of Independent Metropoli- tan Stations the group of highl) sw • < i — tul indies. \\ OLF acquired it- l2-by-15 ft. patio when it moved into a new studio in January 1953, at Van Rensselaer and Kirkpatrick Streets. \- an added don- venience there'- a completely equipped kitchen even down to a 22 cubic ft. deep Freeze SO worker- ilon t have to 40 SPONSOR Siiii.v/tiitf improves efficiency, rtitlio station finds r4*tinot from 2,500 cttlie staff loves it! "diess" and go out for lunch. Employees are free to find their place in the sun or remain indoors, as they wish. Marshall notes that those who can take the sun seem to be perma- nent fixtures on the patio. Often, these sun addicts will check program sched- ules on the sun deck, connected by telephone with teammates indoors. When the mercury plunges skyward there's a shower room just inside the floor where bathing-suit clad personnel can cool off. How does a man get to work in this outdoor paradise? "Sorry," Sherm Marshall sa\s. "no vacancies at all'"' •** Sherm Marshall, president oj '/ OLF, like majority of his station's personnel, finds he ran noil, just as well outdoors, likes informality oj patio "office." At left, Marshall discusses availabilities on phone while Mary Cummings, traffii manager, looks up information. Other It OLh personnel pictured on this page include Mrs. Marshall, office manager, shown in first picture directly he/on ,it head oj table. Pat Cooliean. merchandising: Barbara Group, billing; Betty Foppes, switchboard : Denis Bracken, Charlie Shaw, program personalities: Bar- bara Ames, typist: Ellen Broun, maid. Above left. Denis and Charlie go over neu recordings: at right. Barbara Croup and Mary double-check program schedules while Pat and Betty work in background. Below, l<>i> row: Ellen Brown serves lunch outdoors to a hungry staff I left i : later on she prepares a coffee break [right) in studio kitchen. At bottom. Mary and Pat go over bookkeeping chores on adding machine [left) : Sherm Marshall talks with a client on outdoor extension while others lunch [right). Girls tale turns preparing meals. 9 AUGUST 1954 41 I),,, in tsi i "./., dity ' approat l> to plug Ir ding teller, box ol 100*8 (200 double), retax Daytime network tv, "fair pro) £ hough Doeskin cleansing tissues . osl 5c i" I""' ii • than competitive brands, Bales of the i ompanj s products leaped '> r . in 19 \ml sales ol Doeskin Products, Inc. so far in 1954 an- running ahead ol -I pace. The-e \cr\ health) gains in a highl) i ompetitive market put the firm third in tissue sales nationallj l>\ authorita- tive estimates. How did Doeskin a. hieve these happj results? The com- panj attributes them t<> a new. aggres- sive marketing policj it adopted in IT>2. an important part of which has been the use "I Detwork t\ and network radio — both in the daytime. All of the firm's $750,000 media budget goes into air advertising. Carry- ing tin- Doeskin message on the net- works lia\r been Kate Smith over NBC TV and Robert Q. Lewis on CBS Ra- dio. Plans t tr\ new things," states merchandise manager. Raymond Mar- cus. He points out that when the firm entered network t\ in the fall of 19.i2 with Kate Smith it wa- taking a daring leap: from a budget of $250,000 to $750,000; or. in other words, from spending $20,000 a month to S15.000 a week. I p to then Doeskin had ad- vertised in only L5 market- or SO. But bj -uniiner 1952 companj executives felt the time was ripe for them to make a sweeping expansion. Doeskin saw the need to excite con- sumers all over the U.S. because it had recentlv succeeded in expanding retail distribution substantially via a special trade campaign. Doeskin was hopeful that Kate Smith talking to several mil- lion housewives over 57 video stations would do just that. This is the background. In the spring of l').i2. Doeskin's bi-i bearing radio announcements l"i tin' garment. I li.it example, and nine similar cases, helped convince Hale's Depart- ment Store, Sa< ramento, that radio can sell merchandise, ["he result: Starting I Septembei Hale's will spend $2,500 a month l'>i radio advei tising, it- In st il.H radio s< hedule. I [ale - i- tin- most recent example "I a I. in.''- department store t<> entei ra- dio. I>ui it * l>\ iii> means tin- "duplicated" group bought 15.89o of the test merchandise. Moral for re- tailers: Don't \\orr\ about the news- paper-radio duplicated audience. They research may end up as your best customers, helping to pay for use of both media. The ARBI testing technique is de- signed to discover how customers who show an interest in test merchandise found out about it. The tests do not at- tempt to answer the less tangible ques- tion of what actually brought the cus- tomers into the store at that moment. The Hales survey began on 29 March 1954 and ran through 8 May 1954. Easter week — 12 through 17 \pril was omitted. (Results are pub- lished here for the first time any- where, i Ml the newspaper m\> appeared in The Sacramento lice with the excep- tion of one ad I for Peter Pan bras- sieres) which ran in The Sacramento I nion. For survexs conducted on Mon- day, Tuesday and Wednesday, the ads appeared in the \londa\ paper I with the exception of the Peter Pan bra ad, which appeared on Sunday). For sur- veys conducted the latter half of the week, the ads appeared on Thursday with the exception of one ad (for wom- en's Sacony suits) which ran on Wednesday. The radio announcements varied in length from 20 seconds to one minute. I bey were broadcast over these four stations: KCRA, 5 kw day, 1 kw night, 1320 kc, NBC affiliate KGMS. 1 wk daytime only, 1380 kc, independent KROY. .25 kw fulltime, 1240 kc, CBS affiliate KXOA. 1 kw fulltime, 1470 kc, MBS i /'lease turn to page 136) ■:. Here's the "box score" on 10 ARBI surveys in II air's Radio Newspaper Both Other Total Xo. people brought into . 01 store by 4zl 382 120 761 1,684 % people - zbiU/o 22.7% 7.1°/ • • 1 /o 45.2% 100.0% No. purchasing merchandise* ORR 190 89 238 782 '< purchasing merchandise' D/i" 0 49.7°0 74.2° 0 31.3% 46,4° 0 % dollar value of purchases* $$Jx/0 29.4% 15.8% 21.4% 100.0% •These figures include all purchases made in the survey area by customers who were Intervii Figures above show actual number of prospects induced to offering identical merchandise. With 25% of the traffic, shop during test sales as a result of radio and newspaper radio prospects bought merchandise totaling 33.4% of dollar advertisements of equal cost, run on the same days and volume. Newspaper advertising generated less business. :■•' 9 AUGUST 1954 45 Nome plain fads about iilil >Ioit than lour on I of 10 U.S. tv markets have uhf stations and ahoui 10% «>!' all vidt»o homes are equipped to receive uhf video In article last issue covered "Hon well din's uli I sell?" (iml cited a number of sales successes produced l>\ uh) sta- tions. Sow, tin- report below will give miu an in ri -nil Innl. ut nliiit uhf means to sponsors and agencymen as an ac- tive segment oj I .S. television, It isn't an engineer's report; it's designed t<> clear up n number of timebuying prob- Inns concerning size and scope of uhf. Jf ii the midst (il today's barrage of technical talk about uhf it's easj for agencies and advertisers to overlook ■ i-it. mi time bu) ing fundamentals : 1. I hf is here to stay. \nd it will remain in it- present form lor the im- mediate future. FCC. could re juggle the lineup of \bf and uhf stations in certain markets. I>ui there's little like- lihood this will happen soon. \.dmen this season will have to live and work with uhf prett) much the waj it's been. 2. Its problems do not spell doom in/ uhf. Some uhl stations are quite successful. \nd veteran admen recall that five or -i\ years ago man) \hf stations weir weathering finan< ial storms, often losing more mone) than some ol toda\ 's uhl stations. .'•{. \lnn\ uhf operators guessed wrong. I he\ eyed profits ol \hf out- lei-, felt that competitive uhf Nations would win a -hare of the t\ pie soon aftei getting on the air. 4. / hi is still the onlj waj the I .>. can have a completely national tv sys- tem. Eventually, the FCC forecasts, some 20, ,000 people will depend on uhf as their primary source of tele- \ ision I. in ). / /;/ is the <>nl\ means at hand oj breaking clearance logjams in main "monopoly " markets b) adding multi- ple stations, Against thai background this spon- son report w ill -i forth foi agencj men and advertise rs the present status ol uhf in terms "f the number ol uhf mar- kets and uhl- general -■ ope in the I .S. li w ill cover: the problems of "• on- 46 Despite headaches of coverage, conver- sion, revenue uhf is here to stay. Ad- men can't ignore it. must understand it version" around which so much of the agency-advertiser analysis of the worth ol a uhf station in a mixed vhf-uhf community centers; the network affilia- tion problems of uhf stations, ke\ fac- i"i in the general growth of the uhf segment of tv. Before you read the facts ahoui uhf- scope, conversion and network affiliation status, heir are a few quotes to set the stage. \- mentioned before, some uhf sta- tion- are doing well. Representative of this group is Greenville's WGVL in South Carolina. The station faces a \hf outlet in an intermixed market, but doesn't have to fight x hf signals from a number of nearln BOUrces. Therefore it has neither a monopoly nor over- whelming opposition. General Mana- ger Ben MeKinnon told sponsor: "We're looking forward to a ver\ profitable fall. We are currently ear- ning 60 local accounts and 20 na- tional accounts including schedules from Armour. Swift, Alka-Seltzer. Brown and Williamson. Procter & Gamble, Ford and others. We com- pleted our first \ear on August first. but we've been in the black since July.'" Other uhf stations told SPONSOR dur- ing it- -ui\e\ of uhf tv that they were doing nicely. WCAN-TV, for exam- ple, a uhf outlet in three-station Mil- waukee, is the exclusive CBS TV affili- ate, and carries \irtually the full Co- lumbia tv lineup and a sizable share of spot tv business. \\ MTV in Madi-on. Wis., operates in what is still a uhf- only market and has been making a profit of around $] 1.000 monthly as of July. W ISC in Springfield, III., reports "a substantial profit" and W ILK-TV. W ilkes-Barre told SPONSOR they were carrying "84 local and regional ac- counts and 30 network sponsors." In Portland. Ore.. KPTV— the first post- freeze uhf outlet — now carries about ."><>', of the top network shows in the area and more than half of the local business in a two-station, intermixed market. W k\B. Hartford, i- gros-ini; over a million dollars annually. But such outlets are in the minority. The FCC recently calculated that the average post-freeze uhf station is los- ing over 17,000 a month. \nd some 20 uhf outlet- i at press time) have sus- pended operations after being on the air. Said John Poole, owner of uhf KBID -T\ . Fresno, which announced its suspension in mid-Jul) : SPONSOR "During our six months of opera- tion, we developed a substantial amount of local advertising through quality programing and intensive promotion. However, the high costs (of uhf sta- tion operation) cannot be supported by local advertisers alone. Without net- work programs we have lacked both network revenue and good adjacencies to attract national spot revenue. We intend to resume telecasting when Fresno-area uhf receiver distribution has increased to a point where local advertising can support an independent operation or at such earlier time as we acquire a major network aEliation." Station operators in the vhf band are sympathetic about uhf problems. But they object to uhf station propos- als for government intervention. As the manager of a veteran vhf outlet told sponsor: "'In our own particular market one uhf station is already in bankruptcy. . . . While uhf operators are crying for help I think the basic fact is somebody made a business decision to enter the field of television and now, because that decision has proven unwise, they are seeking legislation to improve their financial position. I note with some status report interest some have even gone so far as to suggest government subsidies. "I can certainly recall . . . those of us who pioneered television suffered serious financial losses over an ex- tended period of time, and to the best of my recollection none of us even considered the possibility of receiving governmental aid to underwrite our losses." Tv buyers generally try to conduct their dealings with uhf on a business- like basis. As a seasoned timebuyer at a large New York agency told spon- sor: "The 'u' stations deserve sympa- thetic treatment from each agency and client as to the merits of individual cases. But uhf stations must bear in mind that the experimental days of na- tional tv advertising are over. We must look at each market situation and station on the basis of: (1) do we need this market in our lineup? and (2) What's the cost-per-1,000 outlook? It isn't that we're 'for' or 'against' uhf television. Costs in uhf tv have to be justified to clients, often on the basis df sketchy research from stations. If the justification doesn't meet certain huvini: \anUtiek-. we're naturally hesi- tant about our uhf recommendations." There are of course many other shadings of opinion about uhf. For the most part they are reactions to uhf s current status as a portion of the tv medium. But where, exactly, does uhf stand? Here are the more perti- nent facts advertisers and agencies should bear in mind regarding uhf television. Scope: L hf is a factor today in more than four out of every 10 tv commu- nities. According to NBC TV's monthly count, which uses Sales Management's definitions of U. S. market areas, there were 234 active tv markets as of 1 July 1954. Of these, 133 are vhf-only (57%), 66 are uhf-only areas and 35 are intermixed. That means uhf sta- tions are found in 43% of all U.S. tv markets. (Actually, the number of in- termixed areas is higher. The NBC TV yardstick is whether or not there are both uhf and vhf outlets originat- ( Please turn to page 130) SCOpe Of Uhf in the U.S. \ As of I July uhf became a factor in some 43% of country's tv markets. Of total of 234 metropolitan areas with tv, 133 are vhf, 66 are uhf- only and 35 are mixtures of vhf and uhf tv. In general, field tests {see below) show that uhf signal does not reach out as far as comparable vhf, gives less coverage Conversion in "mixed" areas: in one out of every three uhf markets, there is strong vhf competition. View- ers in these markets, for most part, must buy special "con- verters" to see uhf. Incentive to convert vhf-only set depends on how many network shows can only be seen on uhf outlet in "mixed" areas, ARB research indicates 9 AUGUST 1954 47 VA 'TSONVOH SU VAV 0001 t>M 0T9 oiciva SIS^ 'ABDOI uiriu |.>|>oii\f-\.j.>\\ jnoA ||t:.» •|«ni jj JUO|}B1B k>.>\i|.»i;-4>i|»Rj„ B.aqoil -"•<>)l no Mt||jaApB un noX ajy jairai |.n hj.»wiij.>\|»k jiio ijiih passa'duii ..j v.M|i 'abm aqi \q |.ui- OKivas'ISiV i|Un paSBdjdui] .»JI! A.HJ L *AR|* 1BB3 •peojq jiio hi ijihI .>^im *<♦", L "•MM1 ■*«>-"! Mauaisf] jiio |»ur "HNOWOM '" -'V!IR ipmu aj.v wi OIOYH'SlSyH ' ' MA ■aauaipns 8uiuai8{| aqi <>i n •>« Aaqi hi; asn uaui .sapra-jre ->h» ■»tMIU OKIVMS IS A\ uo paSftJaApB <-i|hiim|.>.j>ui jo vK|«l»i|> .m|| I] .>.)UR|ji| j -IIOII MJHf UM.'III .Mj| |<> H.»j R |ll'| .»JR ..Til'.. R in -|riiiiur |)UR |ur« ». |.< jo.i- -M<>n *>J.MJ|.> 'J,>J>> iuoiiij.m|| .»rfjir| y >soiond ■« hi i - » i '• i >l|| HJIA pUR .mI\).»|.»1 (|\ M|l UO BMaU ~uiuio.mii »i|| psaj Aaq.1, *SABldflip 3Af|B -uuojui «%ij ifii.H 'j.>ujo.» MaAfiaB-ofpe~M -UJI < \J. »-<(<> \..i|| >AR|> i|.n:.t --I'd mhpvI.mI ooo't r ■""<>- aoaqM 'sofpnie paiBjoaap \|M'~ H | --»I|€|I1«I ,>l|l JO M3IA | | II | III A|IR|> «jnoH T/l9l sjiRj«»do OiaVH-S'ISft ((*uinipam p|o„ ur ui |sa~aiui Man r |).mI<»|.» \..|i -II) il|i|il \\ ^jixau uji> *y/"/ Pu" ' ' ' y r<*i fff#/#*.V 1 first half, volutin* U JANUARY TO JUNE 195 4 Issued every 6 months Advertising Agencies Peter Hilton, Hilton & Riggio, profile II fan. p. 50 L. T. Steele, Benton & Bowles, profile .. 25 Jan. p. II Howard Connell, Hewitt, Ogilvy, Benson & Mather, profile 8 Feb. p. 58 Wickliffe W. Crider, Kenyon & Eckhardt, profile 22 Feb. p. "il Frank C. Barton Jr., Lennen & Newell, profile 8 Mar. p. i!2 Vgencyman lor a week: sponsor editor visits Cunningham & Walsh 22 Mar. p. 17 Alvin Kabaker, D-F-S, profile 22 Mar. p. 86 James C. Douglass, Ted Bales, profile 5 \pr. p. 57 Dr. E. L. Deckinger, Biow do., profile 19 Vpr. p. I- I David J. Malioney, David J. Mahoney \d\.. profile > May p. 6 1 I . \ week at BBDO: sponsor editor reports .. 17 -May p. 46 \lbert W. Reibling. Kudner Adv.. profile 17 May p. 79 II. A week at BBDO: editor's report continued 31 May p. 33 Bryan Houston. Bryan Houston agency, profile !1 May p. 50 F. Kenneth Beirn, Biow Co., profile Ilium- p. 68 Irwin A. Vladimir, Irwin \ ladiniir & Co., profile 28 June p. 60 Appliances Max Steinbook, Broil-Quik Co., profile 22 Felt. p. 20 Terry P. Cunningham. Sylvania Electric, profile 31 May p. 20 Tv set dealers are big radio users: BAB .11 May p. 56 Freezer dealer outlines radio strategy: BAB clinic 28 June p. 38 Automotive find Lubrietints How tv made Jim Moran top Hudson dealer in U. S. 22 Mar. Auto manufacturers are using more radio and tv 19 Apr. Why spot gets 507c of Sinclair Oil budget .. 3 May Span-O-Life battery gets charge out of radio 3 May \uto makers stress air media in hot sales race.— 31 May C. F. Rork, Electric Auto-Lite Co., profile ... 28 June Trailer dealer in N. J. (Smith Trailer Sales I draws 50% of prospects via tv .. 28 June p- 44 p- 28 p. 32 p- 37 p. 30 p- 22 p- 11 Jan. 11 Jan. Pat Weaver: personality sketch of NBC president Forum: What did the N. Y. newspaper strike teach about department store use of radio and tv? . Is radio too cheap? Are vou getting the most out of BAB's advertiser aids? 25 Jan. Radio set sales lead tv by 697c in big tv markets 25 Jan. What happens when you write to the sponsor? 25 Jan. Forum: Should the audio portion of tv shows make up an important segment of network radio? 25 Jan. Why are radio rates low? 8 Feb. \\ b\ don't radio salesmen ever come to sell me? Adman in big market poses query 22 Feb. Network spot-carriers: a controversy 8 Mar. Summer selling section: 1954 8 Mar. What it costs an advertiser to take a hiatus ... 8 Mar. Is radio winning the no-hiatus battle? _ 8 Mar. Summer 1954: tv's biggest yet .. 8 Mar. Answers to 7 basic questions on summer air ... . 8 Mar. Tv's influence in 1953: RETMA sports commit- tee report __. __ 22 Mar. What do admen think of network spot carriers? 22 .Mar. What sponsors can do in a business recession 22 Mar. What 44,000 listeners told station about radio 22 Mar. What are your ''rights'' to a network time slot? 5 \pr. Ad manager-: 4 ways to avoid ax when sales dip 5 \pt. The new radio: portrait of aspects of radio today 19 Apr. \\ ly sponsors belit the recession is over 19 Apr. Preview of the NARTB Convention Can you use these sponsor reprints? Forum: Should "hucksters" be voted out of the 4A's? __ Hucksters: what you can do about them ... What admen want from the TvAB Three big local clients detail radio u-e: BAB clinic _ 17 May 17 May 17 May 31 May 14 June 10 Broadcast Advertising Problems and Developments 11 Jan. p. 31 74 38 27 30 32 46 29 35 29 39 40 12 44 17 22 4(1 46 18 29 36 31 38 41 54 86 27 31 ids 11 Ian. p II II Jan. p 10 8 Feb. p i ; 8 Feb. p 11 8 Feb. p 46 8 Feb. p 48 8 Feb. p 50 Commercials and Sales Humor in radio and t\ advertising: Foreman I- cigarette copy making cancel -ran- worse? T\ film commei'i i.d- -ection Over-all look at $18 million field Tips to agencies al t producers Tv film service firms: what you should know Directorii's of producers, facilities, service firms, film specialties In defense of t\ commercials against intellectuals' attacks: Foreman Vgencywoman tip- beginners on hew to make good tv commercials on a small budget Don't jinx your jingle: tip- from a veteran maker of singing commercials You can't sell a product >oii don't know Tv talent should aid in selling: Foreman Too much double-spotting ol t\ commercials? Foreman Forum: How can sponsors get the most out ol \ideo portions of their tv commercials? Contrast in radio and tv copy approaches: Fore man Should talent sell? \dmrn, producers, stars -peak €'osts I- radio too cheap'.'' . I 1 Jan. Why are radio rates low? 8 Feb. How to make good tv commercials cheaply 22 Feb. Forum: How- are the Is network- helping spon- sors use cost-saving tv production techniques 31 May p. 54 .'_' Feb. 22 Fi b. 22 Feb. 8 Mar. 22 Mar. 5 \pr. 3 Mas 1 I J tine 28 June p. II p. 38 p. 12 p. 37 p. II p. 10 p. 5 1 p. 16 p. 36 28 June p. 38 39 29 38 Drugs ttntl Cosmetics Irving Gottheimer. Vitamin Corp., profile 8 Feb. p. 22 Battle of the cough syrups (Pertussin, Vicks) 22 Feb. p. 30 Helene Pessl sells young girls cosmetics via t\ 22 Feb. p. 36 Austin Daly, Lederle Labs, profile 8 Mar. p. 24 William B. B. Fergusson, Colgate-Palmolive In- ternational, profile 22 Mar. p. 20 How Block Drug tests media 22 Mar. p. 50 Radio-tv put pep in VGA's vitamins (Rybutol) .... 5 \pr. p. 42 Drugcasting ups store sales in Washington, D. C. 17 May p. 34 Mennen's formula: sell men via early-morning radio .... 19 Apr. p. 36 How Mile- Lab- uses radio: BAB clinic report 14 June p. 3 1 People's Stores (drug chain) radio strategy: BAB 28 June p. 38 Footls anil Beverages Albert A. Cott, Cott Beverages Corp.. profile _ 11 Jan. p. 28 Wheatena spends $200,000 on spot radio 25 Jan. p. 31 National Brewing sponsors baseball on radio & tv 8 Feb. p. 32 Chock full O'Nuts launches new coffee via air 8 Feb. p. 36 Kosher wines zoom to top with air media 5 Vpr. p. 26 Why Nestle uses all four air media 19 Apr. p. 34 Mrs. Margaret Rudkin. Pepperidge Farm, profile 3 May p. 21 Edwin Ebel. General Foods, profile . 17 May p. 38 Good Humor puts $225,000 in seasonal air satu- ration .. 17 May p. 1 1 Arnold C. Graham Jr.. Goebel Brewing, profile... I I June p. 26 How Dr. Peppe'- uses radio: BAB clinic report .... I 1 June p. 34 Tea Council puts 100% of budget into tv 1 I June p. 12 Inter-State Milk Producers Co-op (dairy farmer organization) makes big-city friends \ia radio 14 June p. II Foreign and International International radio and tv: 1954 Over-all report, trends, tips to sponsors 28 June Market data, set-and-rate picture: chart 28 June Foreign stations and sales rep-: Listing 28 June Five capsuled -tories of air successes abroad 28 June Forum: How can a sponsor best utilize overseas radio and television? 28 June insurance ami Finance Henry Gellerman, Bache & Co., profile _ 25 Jan. Dallas Bank u-es cartoons to sell serious ideas ... 25 Jan. Metropolitan's radio result- come in 1971 Atlanta bank detail- radio u-e: BAB clinic report 28 June p- 11 p. p. 44 !>• 15 61 22 48 52 9 AUGUST 1954 49 Jewelry and Watches radio's biggest watch advertiser i \pi. p. 32 Bulo ■ dazzle airselling on Dew watch 31 Ma) p. 24 WaceUaneout Product* and Services i id met radio to prove "unions don't have 11 Jan. p. 14 horn-" i \| ,:. riaei to No. I ball-point pen with 22 Feb. p. 40 \\il Delawan Lackawanna 8 19 Apr. p. 21 \\ , n I il < " profile , \| ,h- apt bu Id network t\ IT Ma) p 3 1 Programing I h,. i\ panel show: a programing profile 11 Jan. p. 36 /i\ makes Red Skelton transcribed shovi .iv.nl able i" radio spot advertisers 25Jan. p 24 Forum: Should the audio portion ol ti shows make up an important Begment of network 25 Jan. p. 46 i: Do -i""1-"1" '" ' '• ■' well-known -tar in ordei to attract audiences, sell effectively? 8 Feb. p. 72 Mystery, varierj films hoi properties, say ABC affiliates 8 Mar. p. 71 i hicago touch may give ydu show you need 5Apr. p. 34 where is it headed? Preview ,,l sponsor Station Program Guide 5 Vpr. p. Il One-shots: do the) pay? 3 May p. 29 Barn dance shows hold s] Bors year after year. .'.May p. 42 Value oi familiarity in ti programing: Foreman 31 Ma) p. 15 i lassical musi( on radio grows in popularity 31 May p. 56 Programing trends in weekend radio 28 June p. 33 How i i m.ik, a til in Bhow look live 28 June p. 54 Research What's wrong with print measurement services? Part I.".. Ul-Media Stud) How different rating services vary in the same market; Pan 16, All-Media Study New Nielsen local ratings plan How i" make practical use of media series . Big tv problem: counting the Bets I i .in you set up an "ideal" media test? Part 17, All-Media Stud) II. Can you set up the "ideal" media test? Part Ml Media Study How Block Drug tests media: Part 19, All-Media CBS 1 \ 's new county tv set figures I I'-m hology of media: what 20 years of pre- t\ testing uncovered; Part 20, All-Media Stud) Psychology of media: advice to admen on approach; Part 21, All-Media Study II. III. Psych"log\ ill media: why admen buy what ili, j do; Part 22, All-Media Study How far out does a t\ Btation sell? What "i ume-"' (cumulative ratings) mean to rail ii > -|iiin-or- Do radio and tv move goods? Part 23, All-Media Study I < onclusions by Advisor) Board: Part 24, All- Media Study I -a\ ratings are opinions: Joe Ward. \H15I i i tin- t\ -aturation, more radios are sold: NBI Research How weekend ra«li< > sets-in-use compares with wi ekday II. i onclusions b) Vdvisorj Board: Part 25, \ll- Media Stud) sponsor's conclusions on Vll-Media Study: Part Retail Forum: What did the N. i . newspapei -tiike teach about department Btore use ol radio and l\ '. rtmenl Btores clums) in use of air media during papi i striki : For* man lartmenl stores disagree on radio, t\ valui n radio ups product Bales in Washin 1 1 i drug Btores 11 Jan. p. 44 25 Jan. p. 34 8 Feb. p. 34 8 Feb. p. 38 22 Feb. p. 27 22 Feb. p. 32 8 Mar. p. 34 22 Mar. p. 50 22 Mar. p. 51 5 Apr. p. 38 19 Apr. p. 40 3 May p. 34 3 May p. 38 3 May p. 40 17 May p. 56 31 Mav p. 36 31 May p. 40 1 I June p. 24 14 June p. 37 14 June p. 40 28 June p. 29 11 Jan. p. 71 -,. p. 1(1 8 Feh. ,,. 56 3 \|n. p. U> Sports lluw tu get the most out of baseball sponsorship Rl I \l \ sports committee reports tv's effect in 1953 Forum: What promotion should a baseball spon- sor use? Television Big t\ problem: counting the sets Forum: Wh) is an all-industr) t\ set count im- portant ? i BS rV't new county tv set figures: how to use Uhf station- in \hf areas run heavy promotions ... Forum: What lessons have you learned about use of color in tv advertising? 35-40% of tv station- in red ink this year I \ pioneers: the first 108 stations Special section chronicling early days of tv and presenting a tlieii and-now li-ting of individual -lation growth Forum: What strides has uhf tv made and what problems remain to be solved'.'' First reactions to color tv: Foreman W hat admen want from the TvAB Tv pioneers: salute by Earle I.udgin at NAKTB Tv ratings of yesterday and today : Foreman Television Film ("olor tv: effect on tv film industry W ill Yitapix create tv film revolution? 8 Feb. p. 32 22 Mar. p. 22 22 Mar. p. 96 22 lib. p. 27 22 Feb. p. 56 22 Mar. p. 51 22 Mar. p. 100 5 Apr. p. 66 5 Apr. p. 68 19 Apr. p. 43 Tv film shows available for syndication: listing Less quantity, more quality in '54 syndicated films Tv films are $125 million business si'ONson-TelePulse ratings of top spot film shows: chart Tv film program section: 1954 Over-all look at $60 million tv film industry Color film, use of by syndicated producers Film reruns get good audience Production costs for syndicated films 10 money-saving tips in buying syndicated films Directory of available syndicated film shows .... Directory of film syndicators in the U. S. Tv film commercials section: 1954 (see break- down under "Commercials and Sales Aids") Big new spurt in tv film syndication busine-- Today's tv film salesman is all-around expert How to make a film show look li\e I lint- Buying W h> don't radio salesmen come to sell me, asks adman in big market Radio best way to reach small-town America What are your "rights" to a network time slot? New way to buy local radio-tv: a> a Sunday supplement I. Weekend radio: listening figures impressive Forum: What was the best "pitch" ever made to you 1>> a radio or tv salesman? II. Weekend radio: programing trends Tobacco I- cigarette copy making cancer scare worse? 19 Apr. P- 128 17 May P- 26 1 1 June P- 31 14 June P- 38 28 June P- 16 11 Jan. P- 25 11 Jan. P- 42 11 Jan. P- 56 8 Feh. P- 52 8 Mar. P- 68 5 Apr. P- 50 3 May P- 48 28 June P- 51 11 Jan. P- 60 11 Jan. P- 60 25 Jan. P- 40 22 Feb. P- 44 22 Mar. P- 76 19 Apr. P- 116 17 Mav P- 72 31 Mav P- 4-1 14 June P- 71 25 Jan. P- 51 25 Jan. P- 52 25 Jan. P- 54 25 Jan. P- 56 25 Jan. P- 58 25 Jan. P- 62 25 Jan. P- 67 25 Jan. P- 92 8 Feh. P- 43 8 Feb. P- 66 5 Apr. P- 52 28 June P- 54 22 Feb. 22 Mar. 5 Apr. 31 May 1 1 June 1 1 June 28 June 35 42 29 38 36 62 33 11 Jan. p. 10 Soaps and lleansers Local detergent ir.uk- Southern California mar- ket u-ing radio and t\ exclusively 11 Jan. How Perfez cleansei uses radio: BAB report 14 June 17 34 Travel and Transportation Greyhound use- network for prestige, spot for specifics 8 Mar. p. .i_' lame- \. Dearborn, American Airlines, profile 5 \pr. p. 12 Travel advertisers use weekend-saturation air 31 May p. 28 f I'liiis* riptions find Tfipt' /w signs Kid Skelton for transcribed radio series 25 Jan. p. 21 Radio station uses '.ape for night operation- 8 Feb. p. 24 Wlut do you know about librar) services? 17 Mav p. 50 50 BINDERS accommodatinq a iix-month supply of issues, $4.00 each; two for $7.00. Issues arc bound at the end of the year in two attractive volumes; cost tor both, $15.00 SPONSOR xxthe most remarkable cooking program on TV' Available Monday, August 30, 1954 on the BEST TWO STATION BUY IN THE COUNTRY! WABC-TV New York 11:00-11:55 a.m., EDT ******** WBKB Chicago 10:00-10:55 a.m., CDT ******** CREATIVE COOKERY, which has been delighting television audi- ences since June 4, 1951, is video's most remarkable cooking program. It is a fascinating school of art devoted entirely to the selection, preparation and service of incredibly good- tasting and invitingly beautiful food. Viewers of this program benefit from Francois Pope's 25 years of directing the nationally famous Antoinette Pope School of Fancy Cookery, which today ranks as America's largest and finest cooking school with thou- sands of graduates and classes booked full from semester to semester. NO WONDER CREATIVE COOK- ERY HAS WON 5 TV GUIDE AWARDS IN 3 YEARS AND HAS BEEN ACCLAIMED BY CHI- CAGO CRITICS AS THE OUT- STANDING PROGRAM OF ITS KIND! ******** CREATIVE COOKERY is con- ducted by Francois Pope, di- rector of the nationally famous Antoinette Pope School of Fan- cy Cookery. He is ably assisted by his two sons, Frank and Robert Pope, instructors at the school. The Popes are the fore- most family in the world in the teaching of fancy and creative cooking. The methods of teach- ing are as refreshingly original and inviting as their recipes. Approximately 100,000 copies of the Pope's Fancy Cookery Cookbook, published by the MacMillan Company and con- taining many original creations, have been sold during the past 2 years. NO WONDER CREATIVE COOK- ERY CONSISTENTLY ENJOYS AN AUDIENCE RATING FROM HALF AGAIN TO DOUBLE THAT OF THE AVERAGE COOKING SHOW! ******** Here*s The Cost To I :«*«■<• h America's Number I & 2 Mnrkets $200.00 per spot for each market and $400.00 per spot for both markets. (20 percent of America's television sets delivered at a cost of $.74 per thousand makes CREATIVE COOKERY one of television's greatest two station buys.) In a two market purchase, your com- mercial is delivered with personality and conviction by Francois Pope— or one of his two sons— at no extra cost. Also, cur- rent advertisers on CREATIVE COOKERY will be given the same frequency discount for the Chicago market if they buy _ before August 30, 1954. For CREATIVE COOKERY availabilities contact WABC-TV WBKB New York Chicago SU 7-5000 AN 3-0800 The clients who buy Chicago-New York now at the introductory price of $400.00 per announcement will receive rate protection for 26 weeks. For CREATIVE COOKERY availabilities contact your nearest BLAIR-TV Representative f. \«'ir stations on (fit* CITY k STATE BUFFALO, NEW YORK CHARLESTON, WEST VIRGINIA FARGO, NORTH DAKOTA LA CROSSE, WISCONSIN MOUNT WASHINGTON, NEW HAMPSHIRE — NASHVILLE, TENNESSEE OLD HICKORY, TENNESSEE PALM BEACH, FLORIDA POLAND SPRINGS, MAINE ST. LOUIS, MISSOURI SEDALIA, MISSOURI VALLEY CITY, NORTH DAKOTA WEST PALM BEACH, FLORIDA POWER (KW)- CALL ICHANNEL LETTERS NO. ON-AIR DATE VISUAL AURAL NET AFFILIATION STNS. ON AIR SETS IN MARKET' (000) IPERMITEE & MANAGER WGR-TV 1 4 Aug. 100 66 WCHS-TV 8 1 Aug. 316 200 SEE VALLEY CITY, NORTH DAKOTA WKBT 8 1 Aug. 100 50 SEE POLAND SPRINGS, MAINE SEE OLD HICKORY, TENNESSEE WLAC-TV 5 15 Aug. 100 50 SEE WEST PALM BEACH, FLORIDA WMTW 8 15 Aug. 105 KWK-TV 15 July 100 53 50 NBC CBS, DuM CBS, DuM, NBC CBS ABC, CBS CBS KDRO-TV 6 15 July 16 8 KFXD-TV 4 1 Aug. 100 57 CBS, DuM WJNO-TV 5 22 Aug. 100 60 NBC 407 vhf 40 uhf NFA 3r 192vhf 1 NFA 4 360 vhf 1 NFA 2- 42 vhf 23 NFA WGR Corporation George F. Goodytar. pre*. Myron K irk. v p Paul A. Scho.-llkopl Jr , treas. J Frederick Schorllkopf. sec. WCHS-TV Inc. Tlerney Co. owns SO". Capital Tv Inc owns 40° „ Lewi* C. Tierney. pre*. WKBH Television Inc. LaCrosse Tribune own* 4l»o WKBH Inc owns 40*. Howard Dahl. gen. mgr. Tom J. Maloney. program mgr. Robert Z. Morrison Jr . sales mgr. WLAC-TV Inc Paul Mountrastle. of bd Guilford Dudley Jr. T. B. Bakir Jr . v p 4. gen. mgr. Mount Washington Tv Inc John Guilder, pre*. John N. No-ton Jr . v p. &. oen. mgr. Paul Tiemer. New England sis. mgr KWK Inc Robert T. Convey, prts. & gen. mgr. V. E. Carmiehatl. v. p. &. sis. dir James E. Goldsmith. sis. mgr. Milton J Hlnlein. owner Herb Brandes. gen. mgr James Gltnn. sis. mgr. North Dakota Bcstg. Co. John Boltr. pres. W. L. Hurley, mgr. Hal Kennedy, pgm. dir. WJN0 TV Inc. Theodore Granik. chm. of bd. George H Buck Jr . pres. W H. Cook, esw v. p. Walt.r L. Dennis, gen. mgr. & sis. dir. H. V. McMillan, asst. gen. mgr. Headley-Reed Raymer Harrington. Rlghter I Parsons ff. >«*..• roHviinciioii permits* CITY 4 STATE B'G SPRING, TEXAS CALL LETTERS CHANNEL NO. KBST-TV V. S. stations on air. inc/. olulu and Alaska (9 '5 1 1 Mart ■ 'I DATE OF GRANT ON-AIR TARGET POWER (KW)' VISUAL | AURAL 0N AIR SETS IN MARKET* (000) PERMITEE & MANAGER 22 July 1.3 0.8 NFA B"> Spring Bcstg. Co. Wilham J Wallace, pres Howard Barrett, v. p. .\ gen. mgr. Lewis Selbert. sec.-tres. Robert Whlpkey. dir. BOX SCORE 386 2.-J7 Post-freeze c.p's granted (ex- eluding 32 educational grants; 9 Aug. ">H Grantees on air RADIO REPt Tv homes in U. S. (1 June 51 > 30,411,0— { :iiti US. homes uith tv sets (1 June '54) ti I ",, • n~,K _ «.«.•• and sttllon. going on the »lr lined here ire those, which occurred between •Both neve c [> I IM «l« .;rratlon itarti. "Power of c.p.'i li that recorded roosWerrd to be on lha air when R applications an.) a- In markeii "h^re net designated a il grantees, tlnformatlon on the number of set. lata of estimates from the in market. "»"' ™ " '™L"d approximate IData from NBC Research and Plannlm •tailon. or r.p. and must be , d«m,°J™7nTc rocerige area, are considered approximate 11. STSSTtS r;Tr,.e:t.M» of . r.':C':....on which I. granted a c.p. also represent, .h. nea lln new 52 it operation. Since at pressttme It Is generally too early to confirm tr representations of I grantee. BPONSOB liltl the reps o( the radio stations In this column (when a radio station h»i been given tn« tr trust). NFA No figures tradable at presstlme on sets in mart* ;r c.p.'i or who ban SPONSOR How many blocks? 6 or 7? Appearances can be deceiving, but the good appearance of a Precision print is not an optical illusion. Immediately apparent are the results of Precision-quality processing. The individual attention given to each original through the entire operation has earned Precision its top spot in the film processing field. Leaders in the photographic profession know they can depend on Precision for accurate, intelligent handling of their material. And constant research continues for even better ivays to serve your requirements. In everything there is one best ...in film- processing, it's recision. P\R\E I FILM 2 1 WEST LABORATORIES, INC 4-6TH STREET, NEW YORK- 36, N. Y. A division of J. A. Maurer, Inc. 9 AUGUST 1954 53 T«Wpk°0' MoM^2252 By»ffMO**Y' May H *DtM"" - 195U «v '^V ^ „t ?. tfendelson, *•*' R!. Robert V. * New^orK V?, l" owtlY conducted billing. W «-<=^ Vtm^ in 1953' w deterge ^es f £ *3* °£ " exact fl*«»S. »?~. r6P „t release *e exact Magallne v»« *» b8 ^reachine **• of *££ nunber of *>e Wg«^.d and received the deferred- votes. __ _ard *. readers field ana *<-~ w. for yo« ^U<* Zcfou*- T. Sloane palmer Why PONSOR is FIRST with Timebuyers uPONSOR is pinpointed to the work- needs of timebuyers, account men and ad managers too- It's readable. It's a practical aid to the busy buyer from cover to cover. Any wonder it ranks first in this (or any other) objective study of radio / tv reading habits among national agencies and advertisers? P.S. A few months back another broadcaster made an objective surrey of ad manager, account executive and timebuyer trade paper readership, sponsor was the #i choice. SPONSOR THE MAGAZINE RADIO AND TV ADVERTISERS USE win « J? A M raitip i up s| Chart covers half-hour syndicated film prog Haaa Pait' lew rink I I Part' rink 10 8 Top 10 shows in 1 0 or more markets Period 7-7 June 1954 TITLE. SYNDICATOR. PRODUCER. SHOW TYPE f Led Three Lives, Ziv |D) Favorite Stern, Ziv (D) Itadye 11 I. NBC Film (D) M at erf rant. United Tv, Rol and Reed (A) »lr. I'Mirin Attorney, Ziv (A) Ci»eo Kid. Ziv (W) Kit Carson, MCA, Revue Prod. (W) Range Ri*fer«, CBS Film (W) City Detective, MCA, Revue Prod. (D) I.iberaee. Guild Films (Mu. Average rating 20.0 22.0 21.3 10:30pm 11.5 9 0 nrnbl 10 30pm ktiv - 00pm 9.2 22.4 km : 30pm 20.1 lit. I III M in i, 17... 17. :i it. :i 7STATI0N MARKETS 73.7 8.5 75.7 9.4 8.2 7:00pm knxt 77.4 72.2 wnbl 7:fK i 73.4 kabi li : 30pm 9.5 kr,M 00pm 73.7 tana 1 pm 4.5 7 7.4 wpii 7:30pm 4 STATION Mpls MARKETS S. Fiar. 77.5 75.5 24.0 24.3 8.3 73.7 76.3 27.7 26.0 72.8 24.0 70.9 »na< Iv irobq 8 00pm 0 :00pm king Iv 77.0 74.9 23.8 30.3 25.5 22.4 7 in 5.5 76.0 70.5 24.8 8.5 nrbkb king tv 7 :00pm 79.3 72.0 22.3 7 7.8 76.8 8.4 10:30pm wbkb kitp-ti 9:30pm 7 00pm klne-tv 75.0 77.5 75.8 25.5 79.8 77.7 ubkb 1 :30pm 7 :00pm 74.3 76.5 23.3 kion iv klnK-tv ■ 27.5 8.2 25.5 7 7.8 72.7 wbz '\ 7 00pm WCCO-tT 5 :00pm kin\ 7 IMI|„|, komn-tv 7 :00pm •rtop-t? -. 00pm 20.0 4.9 25.3 76.5 8.5 10:30pm 9 :00pm king iv 7 00pm 73.5 72.7 25.8 20.3 22.3 8.7 wbz-tv wgn-tv wrco-tv 8 :30pm k|.iv Mt.lli tV 7 00pm 3-STATION MARKETS Atlanta Bait. 76.8 29.5 24.5 ■ lw t I 72.3 10:00pm 75.8 77.0 «i« t 78.0 78.3 75.3 78.0 11 |u I ul,j| tV Mill t :0pm 77.5 73.8 76.3 20.8 73.3 A'.al tv u In i 7:00pm 10 30pn 72.3 77.8 27.5 73.3 dga-iv u-bal-tT ""I. in 7 OOprr. 73.5 77.8 win i nmar-tr ', 00pm ■. nopm 76.8 wnbk 20.5 8.0 27.3 76.5 umat ti 6.8 72.3 76.3 77.8 I tvbal-tv iw. Dpm 1" l.'ipm Top 10 shows in 4 to 9 markets f unions Playhouse, MCA, Revue Prod. (D) I inn- r Sanctum, NBC Film (D) Heart of the City, UTP, Gross-Krasne (D) rimes Square Playhouse. Ziv (D) Counterpoint, United Tv. Bing Crosby (D) » ieforij at Sea. NBC Film (Doc. Cowboy G-Metl, Flamingo, H. B. Donovan (W) linos 'a' Andy. CBS Film (C) Captured. NBC Film (D) 7m> Palooha Story. Guild Films (A) 20..7 I?>. I 19.0 17. 1 !«..♦> 10.2 I 1.0 l.i.H ill. I 12.8 6.9 km DOpm 6.0 kttv 10:00pm 5.9 9 30pm 8.7 knlili 77.0 76.4 4.2 7.2 km 5.4 4.0 00pm 77.4 9.3 78.3 27.3 i ut.n-ti 10:00pm 1 72.3 76.0 6:30pm I" 30pra 7.7 wgn-tv 5.3 knit iv 73.8 75.0 kron-tv 6.5 iitie 73.0 74.5 "™ b 6 in 72.5 5.5 ■ 75.8 27.0 77.0 kptx Ul'ip-IT 7 ""I'll! 6.9 ucn li 70.8 77.3 77.2 kpli 7 7.3 7.5 waga-tv »mai-iv 10 00pm 11 O'hm 77.8 <:00pm 7.0 isb-tv 1" 30pm 70.8 72.5 nrpo-tv ' Npa JV, pa lyroboli: (A) adventure: (C> oomadr; (Dor I documentary; (D) drama: (K) kid show; ■Ml my»u>ry: (Mu) muilcal; (W) Woatern. Films listed arc syndicated, half hour broadcast In four or more market! Ttie average rating li an unweighted average of Individual thll market 1-7 June 1954 While mm "ik ihowi are fairly stable from one month to another in the market' lr A true to • mi i syndicated film ehowj. Thli Pj -'i in mind nhaci analyzing rating tr«n.is from one- month to another In thl* ■ •If blnit not rated at all In last .ban or was In oilur than top 10. Cluti' '■ ATION MARKETS - 40.3 75.3 39.0 wtmj-tv wcau-tv ksd -ti B :80pm 7:00pm 10:00pra 45.0 I... I tl 9:30 .'.i 76.0 76.2 'jran-tv wcau -tv di :00pm 6:30pm 47.8 l mi tl 00pm 42.3 ksd-tv 9:45pm 34.8 70.3 itmj-tv vvptz 30pm 10 :30pm I 30.0 75.9 26.3 mj-tv vcau-tv 10pm 7:00pm ksd-tv I :30pm 73.0 29.0 U|ltZ 6:50pm ksd-tv 2 :30pm 70.3 i can - tv 0 ii 75.4 40.0 uptz ksd-tv 11 :00pm 9:30pm 2-STATION MARKETS Bii m. Buffalo Charlotte Dayton New 0 33.8 52.0 54.5 20.0 48.5 n-abl s 30pra ivben i\ 9 10pm wbti 9:1 vvhio ti i U'lsll IV 57.0 9.8 57.0 ivbtv 9 3 n nhv-d 6 00pm 25.5 52.5 27.3 ivbre ti 8:30pni wbtv 9:00pm Hill il 9:30pm 26.8 11 hln tl 9 31 i 20.5 48.8 22.8 47.0 wbtv r :00pm win il 9 .i,i wdsu ti 7 i 35.5 77.3 ivben tv wbtv 7:0ftpm 1 .in 76.8 27.3 33.5 79.0 Willi! 6 :00pm ivben-tv wbtv 3:00pm 5:30pm vi Uv-d " pin 79.3 wabl 6:00pm 28.5 wbtv 12:00n 24.3 WhiO-tV 9 'i 24.0 3.5 ibuf-ti i :00pm 73.0 45.8 whlo-tv wdsu-tv 10:15pm 9:30pm 12.5 an ii :30pm 49.5 wdsu-tv 8:30pm 50.0 wdsu-tv 9 30pm 43.0 wdsu ti 10:00pm 54.3 wbtv S :30pm 38.3 10:00pm 18.8 9.5 mj-tv 30pm wfil-tv 7 :00pm 72.7 37.5 UJlt/. 8 OOpm ksd-tv 12 :30pm 7.3 l.tvi 7:011-. in 6.2 40.8 •vtil-tv 7:oOpm wben-tv 10:30pm M.5 8.5 20.0 mj-tv OIlDlll wbrc-tv ivben-tv I l_':iiUn 10:00am touniber of stations in market is Pulse's own. Pulse determines iiabt by measuring which stations are actually received hv homes in "' tjVopolltan area of given market even though station itself may be ropolitan area. The 7th Farm Area in the Nation Telenews reports Altoona seventh in a group of 35 "pre- ferred farm markets" with 79,220 TV farm homes within a radius of 50 miles of a TV station. No other Pennsyl- vania city was listed in this select group. Is Covered by WFBG-TV CHANNEL 10 316,000 WATTS Television Homes, 428,774 OTHER PLUS VALUES Retail Sales, $1.9 Billion Tower Height, 990 Feet Above Average Terrain The Station You Need to Sell the Rich Pennsylvania Area Between Pittsburgh and Harrisburg The Gable Broadcasting Co. ALTOONA. PA. ABC CBS NBC Dl MONT Represented Nationally by H-R Television. I in. SPONSOR r. S. Man I o Mil Nl v " ( 1PSULI ' VS1 HISTORY: /;; a tingle 60-second par- ticipation on Kids Koraer, heard Friday afternoons (5:05 i '.in. this firm advertised an outdooi gym set fot children priced at 129.95 I I '■ 25 basketball was offered ,ls „ /,,.. .. . ■ custoi rs iihn mentioned the announce- ment. This offet was good, however, only on the Saturday ami Monday following the broadcast. The store reported that days, bring- ing in u total revenue oj $1,227.95. The cost oj the single /»////< ipation u as i>nh 1 10. K\ I \ Sionj , J ' K « >< . K \\1 : Kids Korni i TV results COOKWARE ^—g SPONSOR Pennanenl Stainless Steel Prod. AGENCY: Direct « \PM I l I W HISTORY // hen this Fresno firm in- dicated an interest in television, klilD'll set up a test schedule. Two mid-afternoon participations were placed m the Dave William- Show, a program of music and chatter. Sets of stainless steel cookware were demon- strated mill sold directly on the show. As a result of the test the firm sold $1,820 worth of merchandise. Cost of the participation: $70. / feu days Inter the company signed fot a continuing program of three announcements a week on the same show. Mill) I \ I resno PROGR \M: Dave William- ShoM AUTOMOBILES HM>\>mi|; II- rr inn 8 W.I ...i \'.l M cars shown dining the two-month period, II had been -.old by the following Sunday mornings. In fact, one successful lead came in uhlle the shoii nas -.till on the air. ( I- \(,I.V V: Din SPONSOR: Pickard'a Sportint i \l'-l I I < \H. HISTORY: 1/ hen this local sporting goods store det ided t<> test ti \ sales effectiveness for their type of merchandise, they bought one-half of WMFD- II 's Gone Fishing slum on a one-time only basis. This program is heard on Friday J between 8:1.") and 8:30 p.m. The cost nas $44. These n-siilts were immediate: 15 complete rod and reel out/its plus one of the store's largest outboard motors were sold to viewers. The client credits better results from this sponsorship than from any- other advertising venture. WMFD-TV, Wilmington, V ' . PROGRAM: Gone Fishing CIGARS SPONSOR: Bayuk I i \<.l \< i : Ellington & Co. CAPSULE CASK HISTORY: When the I). Kurman Co. in Milwaukee added Phillies cigars to their line, liayul. Cigars added WOKY-TV to their ABC TV station lineup for the Saturday night fights | '):()() p.m.). .Soon after, salesmen reported Milwaukee dealers showed a strong de- sire to take on the line because patrons were asking for the cigar advertised on the boxing matches. Many new accounts resulted and sales increased steadily. WOKY-TV. Milwaukee PROt.R VM: Saturday Night Boxing Matchea FURNITURE SPONSOR: Gilbert's AGENCY: Goldman & Shoof CAPSULE CASE HISTORY : The great sales problem <>t all Pittsburgh downtown stores is getting people to come into the vicinity to shop. A specialist in unusual furni- ture. Cilberl's has been using tv exclusively for this purpose. Joseph Gilbert, miner of the company, reports it has succeeded for him. Customers have come from all over the Tri-Slate Area to see the store shown li DTI . Children, especially, want to see their "Fairy- land of Furniture" (a special feature of the store*. WDTV, Pittsburgh PROGRAM: Announ< < meni BUILDING KZTV, Reno SHOVJ Medallion Theatre SPONSOR: Wholesale Building VGENCY: Dir*d & Supply Co. i \I'M | | - W HISTORY: When this building and supply firm decided to try television they selected a late movie on Friday nights as n test vehicle. I model kitchen mis assembled in the studio for commercials. In the first five weeks "l the 13-week contract, the firm gained enough leads to keep their salesmen busy for three months. The) acre forced to drop the show until the fall in order to catch up. For the present, an announcement a neck has been substituted. The average sale from the firm's tele- vision program leads it as $1,000. WKI \ fV, Rockford, 111. PROGRAM Film 0 A new SPOT for sales # i ONTHEAIR /l(JM 14 1 ; W6R -TV wimio Covering all of Western New York REACHING OVER 410,000 TV HOMES j Sales effective coverage plus a bonus of 315,000 Canadian homes i A new "sales force" for advertisers CHANNEL 2 A station that serves its audience and its advertisers ----- i .-—:.—- \ € ' NATION'S ' 14m L mRCECTM/IRKEr A A market with an annual buying income of over $2,655,000,000 i NBC Mflt HfflUAE Owned and operated by WGR Corporation 9 Representatives: U.S. — Headley-Reed • Canada — Andy McDermott, Toronto 9 AUGUST 1954 59 "«< ST "i m Mil .*» lf^In-Jn. i | ^ ■ a « ■ kJF ABB ? 3 I tf£=t r*.1 i i f ^r . u 1 -. ,^; FRUIT — -_ o^ •* ^ O -ii '■ ^ tH «V BS J *«f $J ■KM ft ! KSSL *. *Jri . i '*«»i» I?*** >«*r I ■»< ■ HI 1 tfa < i**jk HH » shv" y-> ■ /' ^ v V*! I 1 r*\ '< «r\ f- U ■ i » ,^ ,.\ g£ *3S,iumt . . . with your product! In supermarkets today, with their -locks of some 5.000 items and brands (all of them competing lor the shoppers' attention), it takes something extra to maintain last turnover. That's why WBBM ha- added a new dimension to food-store marketing WBBM Supermarketing Once yon qualify, WBBM Supermarketing arranges lor week-long displays of your product in all participating stores, including 850 stores of the Kroger, A&P, National Tea, and Jewel chains. Together, these 850 -tores account for approximately 50% of all grocery sales throughout the entire metropolitan Chicago area. Thus, your product gets the most effective two-way advertising-plus-merchandising selling in the Chicago area. In the stores, for a full week at a time... and on Chicago's biggest station, which has the largest audience (45% larger than the nearest competitor's) ... the most quarter- hour wins (almost twice as many as all other stations combined) . . . and the most locally-produced shows (8 of the top 10. 13 of the top 15). If you're in the market for customers in Chicago, get all the information on WBBM Supermarketing by calling Bill Miller at WBBM (Whitehall 4-6000). or the nearest CBS Radio Spot Sales office. 50.000 watti WBBM RADIO Chicago's Showmanship Station Sources on request. YOU TOO can be a CONQUISTADOR . "conquering" Spanish sales in forty five counties of Texas with a population of over 690,000 Spanish speaking consumers We have over forty other "conquistadors" daily on i: i , ' o idm I SAN ANTONIO. TEXAS Represented by Richard O'Connell. Nat'l Adv. Dir. 40 fort 49th St.. New York 17, N. Y. PLo.o 5-9 740 LOS ANGELES — SAN FRANCISCO (Continued from page LO) never appear again in the -eric- since they were hired only as \\ indow-dressing in the first place. Or perhaps the hankers who put up the cabbage for the series will get itchy along the way when they discover the negative cost of $22,000 has jumped to $25,000 and then they may insist that Sam bring in the rest of the films for $20.000 — which savings can only come out of quality — writing, shooting, editing and the other thing> that show up on the screen and in the rating books. However, I do sympathize soulfullv with the people who are forced to make pilots of their product before getting at- tentive ears (and eyes) at the agencies. The making of these one-shots is not as easy as rolling off a log — though the dangers of so doing are quite similar. For instance, the pilot is No. 1 (as a rule) in the series. In approximately 25 minutes it must unfold the basic con- flicts, introduce the characters, establish their dramatic re- lationships and whet appetite for further elucidation. While it is doing all this, it must stand on its own two feet as an interesting half-hour program. Being No. 1 in the series, or at least the only example ex- posed to prospective buyers, it must be representative of the top qualitv which the writers, directors, producer et al can turn out. In other words, no one has the opportunity to im- prove as he or she goes along. Then there is, as always in television, the problem of money. It is far more economical to produce pictures in groups of three or four or even five. But that little old pilot is done all by its lonesome and at times costs 30* , to 40^5 more to make than any other episode. Even such seemingly minor operations as the production of a main title are a hassle since most advertisers see fit to change whatever main title is on the show they purch.i- usually for reasons of sponsor identification. Therefore, it might seem the better part of valor to do the main title as cheaply as possible. But bj so doing the producers mav heapeii the impression their entire show give-. So — we come down to the fact that a pilot film is neee-san to make a sale, but our sympathies still go out to the folks involved in their production. Despite the problems, however. it'- nice to be able to report that more and more well done pilots are making the rounds. Which is in distinct contrast to the way thing- were only a tew seasons ago. * • * 62 SPONSOR NOW TELECASTING ST. LOUIS 100,000 WATTS OVER 600,000 SETS IN THIS AREA ANTENNA HEIGHT 563 FEET Represented Nationally by THE KATZ AGENCY, INC. 9 AUGUST 1954 63 < Whenever a campaign de- ands Connecticut coverage, I check WNHC-TV. The programs make for valuable adjacencies . . . the signal dominates the entire market, and the schedules I have placed delivered the results wanted." JAN GILBERT TIME BUYER BRYAN HOUSTON, INC. Here's why most time buyers select WNHC-TV V MARKET . . . . $6 BILLION PLUS IN BUYING POWER . . . . 702,032 SETS IN THE AREA . . . . 6 STATE COVERAGE BETTER BUY? Naturally WNJdCQ 03 NEW HAVEN, CONN. RADIO TOO! Ask your KATZ man agency profile It iffiffiii Vfcff t*ftiit V. P. in charge of Radio-Tv Leo Burnett Co., New York Chicagoan Bill Mcllvain, who heads Leo Burnett's New \<>rk office. would never l<> j » 1 a \ an adman in a Hollywood movie. A fellow in his mid-thirties, he's built like a full-back, look- more like a con- servative businessman than movieland's idea of an agencyman and a t\ producer at that. "We're a service branch," lie told sponsor in his Fifth Avenue office. "Our job is niainlv that of supervising our network radio and tv shows and handling whatever production or network relation- problems that may arise." The problems he refers to matter-of-factl) involve some $24 million in Leo Burnett air billings. During the pa-t five years the agencj has tripled it- over-all billings |Vlf million in 1953), and expanded its radio-t\ operation so that belter than ~>V , of it- billings are now in air media: Sid.!! million in t\. >-7.2 million in radio. 'When I was sent to New i ork lo supervise our shows and pro- dine our commercials in L948, I was able to handle the job alone." M< Ilvain said. "Toda) we have over 20 people in the New ^ ork office, all working full time on keeping oui New ^ ork-originated net- work shows rolling smoothly. These radio and tv programs and participations account for an average ol eight hour- of network air time each week, lo mention a lew: participations in Howdy Doodj on t\. the Arthur Godfrej da\- time radio and t\ simulcast, Helen Trent and Young \\ idder Brown on radio. J aliant Lady on t\ . Leo Burnett account- are diversified, ranging from tood giants like I'illsbun Mill- and Kellogg to cosmetic product- like Toni, the Pure . I could write .1 book in answei I.. your question for the reason thai man) inter- esting things to advertisers and others have hap- pened since I went into the sta- tion representative business L5 years ago aftei having spent 1 - years prior in that in \irtuall\ even phase of the broadcast business in a grass roots market Perhaps the mosl interesting thing thai has happened to radii, in the 27 years I have been broadcaster, sales- man and representative, especially as far as advertisers are concerned, has been the constant, stead) development nl knowhov on ihr pari ol the sta- tions to aid their clients, on and <>1T the .hi. to make each and ever) campaign .i -in . ess. I he) have developed the technique • •I combining whatever is done in the w.i\ of ail time with merchandising and promotion and working with field men. distributors and dealers to insure ili.it everyone up and down the line results. I In- radio stations oi toda) in most markets that are not sold out are those who waited foi advertisers t mi them instead oi going out aftei them with suggestions from soup-to-nuts so that even before the campaign -tailed, ii was almost -me ni -in < ess. Most "i the stations in the nation to- da) iti.ii are outstanding!) successful, 68 and. in im opinion, will continue to be, are those who have depended on linn own ingenuity — programing, sales, merchandising rather than ride the coattails r an) other media. Truly, radio has grown up to the ex- tent that despite the advent of televi- sion and it- tremendous impact on the listening and viewing public, it will continue to prosper if owners and op- erators keep giving the public what it want-. This varies from market to market and area to area and it's a smart operator who keeps his finger on the pulse of the public in this regard. All advertising is based on the prem- i-e n| nm\ing goods off shelves within I In budget quota. Spot radio has in- troduced virtuall) ever) new product thai has hit the shelves in the past sev- eral years and then has been kicked in the pants in favor of network radio. hitchhikes and com catchers. Main have then come back t" spot radio and but excuse me. that's another stor\. and I hour I have answered \our ques- tion on "'what - happened of interest to advertisers in spot radio since you entered business." INCREASED VITALITY OF SPOT By John Blair President, John Hlair &■ Co. Any questions? sponsor weh nine- questions from readers Im use in tin- feature. I opics ma) be either of general interest oi related to some spe- ■ ili' air ad\ ertising problem. _ \- the operator £*^^^ \ of a company which has fane- ••"^ *W » tinned in the held I^^L of Bpot radio fol ^^^ Sj-~ ^^^ than 21 ^^ /■ years, I suppose ^^% I m\ obviou- ^^fj intere-t would be ^^^^^^^^^^^ in the growth of the business from a ver) -mall per- sonal operation to the point where our industr) now provides the principal source of revenue for most major sta- tion-. Of less obvious, but equally impor- tant interest is the increased vitality of the spot radio field, which current- b is best expressed by the new and imaginative uses to which spot radio is being put b) advertisers. Case- in point in recent months are Halo's in- tegration of commercials into musical participating programs; Nescafe's and Ford's use of massive frequenc) ; Life magazine's re ognition of the sales power of local personalities, and simi- lar improvements on the old estab- lished patterns. We are no longer in the business nl selling adjacencies to popular net- work program-. \s a matter of fact, one of the most important develop- ments in the spot radio industr) in re? cent years i- the decline in importance of the networks to the station- in the aiea- ol program Service and income. I hi- could have been a death blow to the industry; but the magnificent rail) of stations to hold and increase their, audiences through their own lo- cal programs and our effort to -ell advertisers on the use of local pr<>- grams i- probabl) the most significant SPONSOR ..•. development in modern radio history. As radio stations today increase their control over their own time and im- prove their programing in that time, the spot business cannol help bul de- velop and increase further in volume and improve in service to advertisers. SPOT'S COMPLEXITY By Joseph J. Weed President. Weed TV Corp.; Founder. Weed & Co. The station rep, benefiting by the experience of yes- terday, tackles all problems of to- day with an eye on tomorrow. This might sound like a par- adox of time. But time is the station rep's stock in trade and. insofar as paradoxes go, the in- dustry has thrived on them from the day of the catwhisker crystal set to the color television era. Speaking of time, there have been great changes, indeed, in spot adver- tising since I entered the station rep field in the mid-1930's. This was emphasized the other day when a veteran Weed salesman men- tioned that, at one of the larger adver- tising agencies, he has to deal with 51 persons in contracting, selling and ser- vicing for our client stations. This to- tal is exactly 50 more people than he had to deal with — at the same agency — in the earlv days of spot broadcast- ing. And that lone agency contact was not a timebuyer. (Not in title, any- way. I The spot salesman had to deal with a spacebuyer, also called by some a mediabuyer. And he had a tough fight on his hands because all spacebuyers were trained in evaluating and buying newspapers and magazine space — and radio ( not to mention the seemingly remote dream of television I had yet to "prove itself " as an advertising medi- um. Far be it from me to criticize the fact that spacebuyers were doing the radio lime buying. I, too. was fresh rrom the newspaper field, having -cived for a number of years as an Eastern representative for several Hearst newspapers. And. as a matter {Please turn to page 92 I /$y@JL a biq froq in a biq pond A combination you can't beat ... the booming voice of an established VHF station with max- imum power, 1049 foot tower and CBS, ABC and Dumont programs in a pond that not only includes America's 25th metropolitan market but the entire eastern half of Virginia (including Richmond) and all of northeastern North Car- olina. Buy the granddaddy of them all - then watch your sales curve climb. channel 3 NORFOLK REPRESENTED BY EDWARD PETRY & CO. INC. 9 AUGUST 1954 69 TOUCHE -/-A/-<^ ' xw- » :1U>* SOI**'' * ^ SPARKLING SCRIPTS! S**V &* ■* fa*** CREATED BY F.HUGH HERBER1 £1 % ^ THE MAGIC OF YOUTH! 6. DEAR MR. ADVERTISER, MILLIONS HAVE APPLAUPEP US ON STAGE, RADIO, IN BOOKS AND MAGAZINES. NOW, WE'RE READyTO SELL FOR you IN TV's MIGHTIEST SELLING FORCE, FAMILV SITUATION COMEP* WHEN FAMILIES SEE THEM- SELVES AS THE ARCHERS, youVE GOT THEM BY THE EMOTIONS* BETTER WRITE, WIRE OR PHONE TOPAy, LOVEy? . P NOW READY IN 111! BRILLIANT, COMPATIBLE • BOBBY ELLIS as DEXTER * MARY BRIAN as MRS. ARCHER ir JOHN ELDREDGE as MR. ARCHER Est/.* ZIV TELEVISION PROGRAMS, INC. 1529 MADISON ROAD. CINCINNATI. OHIO NEW YORK HOLLYWOOD SBS mm Third «») I . of l/fif»(inMi rati \\i>w man) graduates ol radio-h -. hools gel i"!'- in bi oad< asting ? ( »n the basis "I a stud) (lone l>\ [r- \ in S. Liber, < ommercial manage] "I \\/<>B. Fori Payne, Ua., about one- third "I the I niversit) "I Alabama's radio and i\ scl I graduates can be expected o> end up working in broad- i asting "i closel) allied fields. Liber made his stud) of radio-ft graduates .1- pari "I his work for a Master's Degree at the I niversit) <>f Uabama in the fall of lo.~>2. bul the results have just now been released. Liber told sponsor that he mailed questionnaires to 135 graduates of the I . ol \. '- Department of Radio & television. There were 93 question- io-< r (/ni'liiiiii's aet radio i«»'»s nam- returned, of which '50 were from persons then working in broadcasting. One was working for an advertising agenc) in 1952. Liber told sponsor that in Ma) of 1 1 1 i — year one graduate was with .1 New York agenc) and an- othei was with an agenc) in Birming- ham. Of the 36 graduates with broadcast stations in 1952, seven were station managers; five were program direc- tors: five, salesmen; five, producers; four, trallic managers; three, news or -port- directors; two, announcers, and five held other broadcasting jobs. More than seven out of 10 graduate- in broadcasting were at radio stations. • • • \ew KY.Y ol* ternoon show Investing in live talent. K.W. Los Vngeles, has started a new afternoon radio program called Matinee. Its a variet) show which features live mu- sic, interviews with celebrities and -ketches. Matinee run- TO minutes, oi- ler- sponsors minute participations. I he station feels investment in live tal- ent is important to help create listener excitement. Co-starred on the program are co- median Bill Ballain e and Holhwood features live music, talent reporter George Fisher. M.c. is Johnm Jacobs. Musical talent includes vocal- ist Roberta Linn, the Ramona Trio (or- gan and piano duo I and guest soloists. Max Rob\. k\\ newsman, airs brief news report- twice during the show. Merchandising and promotion aids offered to sponsors include on-the-air and newspaper promotion plus product displays on the Matinee stage before the daily studio audience of 400 peo- ple. • •• Johnny Jacobs, Matinee' m.c, watches Roberta Linn go through song routine on new program atme Livestock uroun ases air to »i/> lamb consumption i ou know about the cobbler's chil- dren going barefoot. There's a simi- lai kind ..I situation in I tab. That State i- one of the nation"- bi. -beep producing states yd the per capita consumption of lamb i- onlj half the national average of four pounds per capita. 1 0 persuade I tab people to eal more lamb, the Salt Lake Cit) office ol the Producers Livestock Marketing \—ii. is using 60 announcements a week on k\)\ I.. Sab Lake Cit) and 12 t\ commercials weekl) on K I \ I . Sab Lake City. Gale Smith, public relations director for the Salt Lake branch of the li\e- stock association, says the campaign on KDYL and K T\ 1 mark- the first time an) livestock organization has turned to the air on a large 91 ale to increase product consumption. The radio-tv announcement- punch home little-known facts about lamb. each announcement covering only one fact. Some 20 different reasons for eating lamb are presented. * * * II V l.Y-RVTV eookiny show puffs 8.000 women W \ \\ and KVTV, Cowles Broad- casting station- in Yankton and Sioux Cit) (South Dakota and Iowa), and the I). K. Baxter Co., Frigidaire distributors in Sioux City, got together to sponsor a "Frigidaire Cooking School" recently, to take place at the Sioux Cit) Municipal Auditorium. The program was to feature food demon- strations b) KVTVs Jan Voss, and WNAX's ) oar \eighbor Lady. \\ \ mi Speece, -bowing how to prepare eas) summer recipes and meal-. In response to the on-the-air promo- tion preceding the event, an estimated crowd of 8,000 women descended on the auditorium the morning of the big day. However, since the auditorium could hold onl) 5,000 persons, some 3,000 ladie- bad to be turned away, according to a spokesman for the -ta- tions. Sioux ( il\ merchants profited from the affair, report- the stations, some re- porting record-breaking businesses for the « la v . The leading department store reported a 2!!'- increase in business over an) previous I ue-da\ in it- his- tory. *** 72 SPONSOR WJBK-AM-Tl iriiis award for effective match ads Radio and tv stations know how to do effective advertising in competitive media. This was again emphasized re- cently when WJBK-AM-FM-TV, De- troit, won the match hook industry's "Joshua"' award for the best book match advertising in its business clas- sification. The "Joshua" plaque, named for Joshua Pusey who invented the book match 62 vears ago. was given to WJBK for "distinguished use of match book advertising." The winning WJBK matches were packed into small replicas of tv sets and sent to sponsors and agencies when WJBK-TV began operating with 100 kw. Battin study shows tv programs help students Is television a detriment to study? Apparently not. T. C. Battin. who studied the effect of television on chil- dren in the first 12 grades of school, found that in grades seven through 12, 81% of the students affirmed tv view- ing did not interfere with homework and that there was little change in es- tablished habits of reading and hob- bies. Furthermore, certain types of programs actually helped studies. Battin's study (which covered 530 boys and 583 girls in Ann Arbor. Mich.) has been reprinted in a 20- page booklet by the National Associa- tion of Radio & Television Broadcast- ers and mailed to NARTB member sta- tions. The study contains charts and tables showing the average number of hours spent televiewing by age and sex, the most popular programs, rea- sons for liking the programs, new things learned by the children while viewing, how tv has helped children understand school subjects. * * * Briefly . . . Just how seriously listeners take cas- ual remarks made on the radio is indi- cated by a situation at WNEW, New York. Bill Kemp, one of the outlet's morning m.c.'s, commented one day that a $10 raise would help his finan- cial status a whole lot. Then he said that if any listener could provide him I Please turn to page 139 I .m ■■»■■■« jwii.h. Duck Soup! Easy to make sales in the vast Intermountain Market? You bet! It's duck soup — if you advertise on KSL-TV. This area station now includes in its primary area alone 650 thousand people, who annually spend almost a billion dollars. For more return on your advertising money, the easy way, use . . . KSLTV SALT LAKE CITY Represented by CBS-TV Spot Sales Serving 39 counties in four western states 9 AUGUST 1954 73 Int ro du cing. . 1 S Dl MANAGEMENT: Capable management creates com- munity confidence. Sound operating policies, consistently applied, insure listener respect for the station and its advertisers. 0 PROGRAMMING: Imaginative local programming adapted to the interests and tastes of the area, an. skillfully blended with network programming, build large and responsive audiences. 0 FACILITIES: Assigned power and frequency, imple- mented b\ first-rate technical equipment and personnel, determine the station's geographical area of influence. PUBLIC SERVICE: Energetic devotion to the publi welfare ... in education, in health and sat<.t\. i economic development . . . creates station stature i its community. 0 MARKET: The importance of a station as a marketing entity is determined by the total area it serves, in terms of number of people, their needs and buying power. h e M easure or a f GREAT JADIO STATION Rlio's immense strength is employed most elctively when there is a clear distinction between a 'jeat statisn and just a good station. Great st ions invariably give the advertiser far more for h money, not only in size of audience but in p stige and believability. ^ represent only 12 stations of the more than 2,)0 in operation. But these 12 are great stations. Eih one is unquestionably the leader in its area of nfluence. In aggregate, these 12 stations serve atrly one-fourth of the nation's buying power. To designate the kind of radio stations we are privileged to represent, we introduce on the opposite page a mark of distinction that states the five elements which make a station great. To use radio better, may we suggest you ask one of our representatives to give you a run-down on these 12 stations, to tell you how they exemplify these five points that measure greatness. You'll discover facts about today's influence of radio which you may never have guessed . . . facts which give each of these stations its distinguished personality. the HENRY I. CHRISTAL co.,inc. NEW YORK — BOSTON — CHICAGO — DETROIT — SAN FRANCISCO REPRESENTING 'B/. Baltimore (NBC) The Hearst Corp. 'Mi Buffalo (CBS) Buffalo Evening News i t Cleveland (CBS) Peoples Broadcasting Corp. 'JR Detroit (CBS) The Goodwill Station, Inc. 'TI Hartford (NBC) Travelers B'd casting Sen: Corp. »/' Kansas City (NBC) Kansas City Star KFI Los Angeles (NBC) Earle C. Anthony Inc. WHAS Louisville (CBS) Louisville Courier-Journal & Times WTMJ Milwaukee (NBC) Milwaukee Journal WGY Schenectady ( NBC ) General Electric Company WSYR Syracuse (NBC) Herald-Journal & Post-Standard WTAG Worcester (CBS) Worcester Telegram-Gazette ALL MEDIA BUYER "I low long do \ "ii have between tlii- first disc ussion and 1 1 1 • - a< tual presen- tation to the i I kiii ?" sponsor asked one ^ M( I > 1 1 " \- 1 1 1 1 1< Ii .1- three "i foui weeks. I 'in mil' thai time I'i stantl) in tou< Ii w iili the i onta< i people to keep up-to-date on new developments. I he buyei called in In- -• ■ retai j and asked hei foi .i til>- tin one "I bis clients. She i ame ba< k a moment latei w iili a fold- M I. ii ge enough to Bei \ e as an ovei • nightei and crammed with pamphlets, brochures, memos, notes. "That's just the materia] I accumu- lated and Btudied before making the n mendation for the budget |n<--- ition," the bu) ii i oncluded. I he presentation to the client ma] be made entirel) b) the contact man in the product group with or without othei members oi the group. But often the media buyei is asked to make the media pitch himself. In am case the presentation i- the outgrowth <>f work and planning done l»\ the product group — and the buyer as representa- tive oi the media department is ex- pected to shape the media strategy . Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent audience rating leader since 1943. WHEC ROCHESTER, N.Y.f 5,000 WATTS \ Repmenlativti . . . EVERFTTMcKINNlY, Inc.. N.w York, Chicago ICC f O'CONNCIL CO ,lo. Angelc. Son Francitce Since a few months ma) elapse be- tween the over-all budget allocation and the actual campaign, reversals "I the original approac h occui frequentl) . "Particularlj because "I last-minute 1 1 a\ ailabilities,' Bigh the buyers. \ Bpe< iaIK suitable network t\ avail- abilit) maj < ause a buyer to -hilt gears mi tin- in ommendation oi budget al- ii hmi he had made oi iginall] . '"I might find, for example, that such a network availabilit) i- tempting i nough to either ask for an additional appropriation or else to take mone) awaj from othei media." a buyer told SPONSOR. I he fact thai he's the man w ho tells the client, for the agency, how a budget should be spent u\er"s status with what can happen to the one-me- dium buyer. When conditions are at the worst, his job on a particular ac- count can start somewhat along these lines: He conies in one morning to find a memo announcing he is assigned to a new account. An hour or so later he sees the account executive. The a e gives him a briefing about the product and the amount of money he has to spend. He then gives the timebuyer a tentative market list. "Now let's see what \ou can come up with in morning radio time say, three or four announcements per mar- ket per week, except for the starred cities — figure on eight or nine an- nouncements a week there.'" List in hand and a few hast) facts in mind, the timebuyer leaves the account executive's office without much idea as to the whys and wherefores involved in the campaign-. ""( >m- not to wonder wh\ . ( >ui> just to bu) and buy . . ." The Y&R buyer, on the other hand. must evolve his own buying approach from the patchquilt of factors about the pi odu< i- and media he has to con- sider. Since as mam as six or eight months ma) pass between the budget alloca- tion and the start of the campaign, he must remain flexible in his ideas about the besl media breakdown. He also has to >ta\ informed about the client's ever-changing distribution and sales pattern. "( )l i ourse some product problems just natural!) lend themselves to cer- tain media, one N ^.K man explained. "The introduction oi new products in main < ases would almost -urely re- quire a -pot campaign that i-. locally placed radio, u and newspaper adver- tising. I hi- follows since few new product- are launched with complete national distribution.'1 Other types of product problems usuall) cannot be solved through such a pat rule. In making his recommen- dation for media allocation, for exam- ple the buyer mu-t consider the copy department's time or space require- ment. He ma) find short air an- nouncements are impractical because the product stor) requires at least a minute to do a selling job. Though his title i- "media buyer," the Y&K buyer has responsibilities ap- proximatel) comparable to those of an associate media director at a semi- integrated or departmentalized agency. i For discus-ion of the organization of a semi-integrated media department, see "The group approach at Benton \ Bowles,'1 SPONSOR 26 July 1954. i On his accounts, the all-media l»u\er reii:n- supreme. There are. at Y&R. fi\e associate media directors. These. howe\er. act mainl) as media buying supervisors, in that waj providing a top-level re- course to bu\ers who run into some major difficulty on one of their ac- count-. \\ ho're tin- people with final respon- sibilit] in "l&R's media department.' To get a graphic picture of the lines of responsibility, take a look at the chart on page .Tt. B) comparing tin- chart with the organizational chart for Benton & Bowles" media depart- ment. \ou can see that integration start- at different levels at these two agencies. \t B&B the associate and as- sistant media directors are the all-me- dia men. Below them. timebuyers and spacebuyers are assigned to accounta by groups groups for which the as- sociate media director does the plan- ning. \t Y&R the media buyer, of course, doc- the planning himself. Top boss of the Y&R department of media relations i- Peter Levathes, v. p. and director of media. Though he s the head man of the media department. I.e- 76 SPONSOR '^^^n*^ HERE ! Management at WBAL rich in experience in good broadcasting and offering continuous service to the public, operates "One of America's Great Radio Stations." Facilities at WBAL are, in every regard, unexcelled in the radio industry and surpassed by none. Programming at WBAL, combines the best from NBC with the best of local talent and services presented with skill and imagination to fully serve the huge audience. Puhlic Service at WBAL is one of the station's major interests because of the certain knowledge that this is the way to the heart of our communities. This is attested by the numerous national and local awards received by WBAL. Market at WBAL sixth largest in America, rich, stable, responsive, includes 4,225,500 people. By all five measures — and more — WBAL stands proudly with the other stations represented by the Christal Company as "One of America's Great Radio Stations." WBAL NBC affiliate • 50,000 watts m/m/ |~ Ik ' m. 1 ra&° Baltimore Nationally Represented by The Henry L. Christal Co., Lnc. 9 AUGUST 1954 vathi - -i i ,ii gel] enough, was nol .1 media man pi ioi to joinin 1 ^ M{ in Januaiy L953. He was brought in for bis top administrative experii h hit li In- gathered in ovei I - \- iih 20th ( lentui j I ox. He join «l the movie compan) in 1937 as assistant t<> the president and left the fii m as h< ad ..I \|..\ ieti n • sali - "Wli.ii- the biggest advantage you see in tlii- inii •! ati d sj stem '" spon- sor asked Levathes. '" I he t t thai the bu) ei gets a mot e intimate knowledge ol the client's ob- jei lives and nevei gets fo bogged down b) detail win!> thai he'll li se sight ol dies ■ aims," I evathes, ,1 big man who looks completel) al ease in his \ asl and runctionall) furnished office, speaks m itli greal 1 1 \m ii tion about the New Look oJ Y&R's media department. ■"The reason this system serves our clients interests besl is the fact that the all-media buy< 1 i- not a spe ial pleader for a particular medium. He isn't fighting [01 .1 Larger aj propriation on car < irds just because he's the 1 1 an-] inii buyer. Since he has an over- all view on the client - objei rives, he's iu-t interested in allocating the budget in the most efficient ua\ ." of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! They multiply, add, subtract and divide; THEY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized pro- gramming guarantees your message attention-getting IMPACT! * SACRAMENTO SAN JOSE FRESNO i KLOK 5000 WATTS — 1170 KC San jot« ^lud>ot b«n l-r«Aciico Mud'ot P O Boi 967 Hot.l l«nt«rjh,m S*n Joi«. C*lif. S*n Frtncitco. C«liC R«pr»l«n»»d by J©*»n E P#*rion Co Levathes1 functions are creative as well as administrative. \- media di- rector he is a member of the account review committee which acta as an ad- visor) bod) within the media depart- ment. This committee i- composed of Levathes, his executive assistant Pete Matthews and the five associate media tors. The a count review committee keeps track "I the activit) within the depart- ment, assignments to buyers. It does not, however, review ever) plan, bul rather trusts tin* media buyer assigned to tin- account. The plans hoard of the agency, ol which Levathes is a member, determines what presentation f nail) goes to the < lient. \\ hen he'd finished explaining his 1 rganization to sponsor, Levathes led the wa\ from his ollice into the corri- dor to the office adjacent to his. Here executive assistant, William "Pete" Matthews, acts as buffer between intra- departmental problems and Levathes. \ Eormer ci I. re professor, who joined ^ .xli K) \ ears ago a! ei considei able editorial and business experien e, Mat- thews also supervises some accounts himself. He explained to SPONSOR the several reasons for the reorganization two years ago. "For one thing, we had the problem el the large number of contacts that were necessar) within the media de- partment and within the agency in or- der to coordinate one print and broad- cast campaign for a single client." Matthew- thought his statement over for a moment, then added with a grin. "Of course, in a sense we've reshuffled these contacts. That is to say, where a radio rep previously had seven or eight timehuyers to see to cover all the accounts, he now must see 21 all- media men." He added that generally the reps of the network and of large magazines seem to have licked this problem b) as- signing one particular man to the en- tire agency. "That way the mans fa- miliar with our organization, our think- ing. His efforts aren't duplicated by another gu) from his outfit who might stumble into him in the waiting room. It doesn't waste the rep's time and doesn't waste the time of our luners." This matter of rep contact, it seem-. --till presents something of a problem. Matthews estimates that some 150 to 200 rep- come in to see some 10 dif- ferent people in the media department every week. "And, o| course, the media depart- ment can t and doesn't want to refuse to see the rep- of any single station or newspaper, and we make c\er\ effort to give everyone a hearing although in the pnx ess ol work it is sometimes dif- fii ult to see a salesman at the moment most convenient to him." Where a rimebuyer under the old By stem might have handled as man\ as seven accounts, the all-media buyei generall) works on ju-t three. How- ever, the work load is equivalent. a< - cording to one buyer, to some In or 12 radio-tv onl) accounts, because he must now deal with reps from some five majoi media. The picture is further complicated b) the i. it that print and broadcast representative organizations are gen- • rail) not set up along the same lines. Radio-h reps usuall) deal by account for the entire country, therebv follow- ing a pattern similar to that in any agenc) media department. Publica- tion- frequentl) deal b) region. That is to sa\. one publications rep might work on food accounts in the New Jersey. New 1 ork, Connecticut area. Another one would handle the same account* throughout the -Midwest. W ithin the agenc) Matthews has over-all operating responsibility but considers the buyer as the principal en his own account. In making ac- count assignments to buyers. Mattl consults with the associate directors and takes into consideration the pref- erences of clients and other depart- ments in the agency. There are main factors for Mat- thews to consider: the buyer's previous media experience, possibly avoidable personality clashes within the account group itself, or even the matter of whether a client wants a woman buyer. Mainly, however, assignments are made by work-load, by type of account and the buyer's own experience. "No man has all magazine ac- count-, he added. '"But if there's a man who's particular!} good on maga- zines, he's likely to get a tough maga- zine account. I his was the principle we followed when we began to take steps towards integration, as a matter of fact. We'd take a timebuyer and put him on an account that might be r the post-wai addi- tions i" the department men who didn't fefel that the) were being thrown out "I .1 medium the) 'd spent .1 decade O] re with into one with en'tirel) different methods ol operation. In talking to some live media buyers ..I diversified background afterward, SPONSOR found all "I them enthusiastic about iln' new system. \l the difficulties it has presented, but generall) convinced that ii has represented an important career Btep l<>r them. "1 ou have so much more control ovei an accounl this way, said one buyer. "You're required to be com- pletel) familiar with all phases ol the client's product and problems and that make- ii far easier to make intelligent, over-all recommendations. "I ve had to reorient m\ thinking a lot during the past two years," re- HOOPER Tells the KC Story! Look at these figures une 54 HOOPER :00 AM-12 N The pi cture has changed! Net A — 25.8 Ind A — 16.0 it. egro) KUDL _ 13.4 Net B — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER .. DENVER, TOO!! marked another. " \t lii-t it -eemcil as though I couldn't possibl) digest all the neu material about tin- main me- dia dial I'd hardl) had an) contai t with previously. But now I feel thai the new knowledge about print has given me another dimension of under- standing ol ladio and t\ . It's the dif- ference between Irving to describe what's happening in a room from Matching through a keyhole to having an elevated swivel chair right in the middle of it. "The problem was made a hell of a lot easier In niv assistant." another buyei told sponsor. "He had experi- ence in broadcast media while mine was in print. Ol course, our associate media directors were all-media men ami we could go in them for advice, and did. Hut it was helpful to work with a man right in niv own office and in- timatel) on m\ own accounts who had background that I lacked." One of the systems that Levathes in- stituted to make the transition smooth- er was a Y&R school for buyers. Al- though he considers the integration completed, these weekly lecture meet- ings continue as a valuable exchange of information and a bringing up to date on various new research methods or other developments in the various media. And the reps? asked sponsor. \re the) as happ) with Yf&R's New Look as the agency and its clients? Generally not. For one thin». each rep has a lot more ground to cover now. and its tougher ground. He has to see 21 people instead of seven, if he's a radio-t\ rep; 21 people in-lead of 14, if he's a print rep. Also, he's having a tougher time getting in to see the buyer, because each Inner has so many more people to see. Yet there are the assistants whore trained all-media men and to whom he can make the pitch. No buyer would actual!) refuse to see a rep. hut he might suggest that the rep either wait a couple of week-, or, if it's urgent, that he conta 1 the assistant. I'rint rep-, who're accustomed to working on a long-term basis, found ii difficult at first to deal with buyers whose previous experience had hern in broadcast media. The print reps had been accustomed to making an ap- pointment once a month or even ever) two weeks to documenl a print pitch I01 a year in advance. \nd there might he three or even more rep- from each magazine trying to see buyers, because one rep would handle food accounts, another automotive-. The radio-tv -ali-men. whore used lo working <>n -hmt notice with two days to get in availabilities foi dozens o| stations, were qui< kei to realize how bus) the all-media buyers are. Yet they, too. feel the need for constant contact with the buyers. A station of theirs might change 1 haracter com- plete!) within a matter of days he- cause ol a change in programing. This i- a factor that does not affect the print rep. whose papers oi magazines1 'har- acter is determined generally by long- standing editorial polic) . Some of the iadio-l\ rep- contacted b) SPONSOR mentioned that they hated to make a pitch to former print men. I'rint buyers are aeeu-toined to \MC circulation figures. Most newspapers subscribe to Media Records or some other measuring hureau which pro- vides the huver with the precise edi- torial slant of the newspaper plus the lineage of advertising the newspaper ha- carried in the past in the various categories, e.g. tobacco, appliances, automotive. Radio or tv stations, on tin' other hand, rarelv provide infor- mation on their advertising and the character ol the station itself mav he subject to change with a re-hufile of programing. Other radio-tv reps, however, v few the \\R New Look with unqualified enthusiasm. Said Barn Keit of Head- lev -Reed: "As a former print man (for \(> years) I feel that rounded media ex- perience gives a buyer a sounder foun- dation for judging each medium. I think each Inner- value is enhanced hv additional knowledge of other me- dia and the more knowledgeable a Inn- er he is. the easier he is to talk husi- ness with In. in the rep's point of view. I he nature ol advertising is such that it requires broad knowledge on the part of the adman. It's a mi-take. I think, for agencies to follow the movie pattern of tv pe-casting." There'- still a lot of di— en-ion among the reps mi the matter of the buyer's efficiency in the hroadcast me- dia il he's been in print for a Dumber ol years. Main feel that the theory of integration i- tine, hut in practice it creates big problems, particularl) for the man who has to sell to 10 instead ol -even people. Media directors of other ager* ies have viewed the ^ &R reorganization with interest and skepticism. Most oi them feel that the growth of the vari- 80 SPONSOR WGAR's LEADERSHIP IN PUBLIC SERVICE Measure of a Great Radio Station . . . how it affects advertising results in Northern Ohio We believe there is a definite relationship between a radio station's devotion to the public interest and listener response to advertising. By serving our listeners better, we feel we have created a climate of believabilitv — of listener loyalty — of dependence on WGAR — which makes our advertisers' messages more effective. WGAR was the nation's first station in its class to receive the coveted George Foster Peabody Award for outstanding public service. WGAR, for the past three years, has been selected by a board of impartial judges as Cleveland's outstand- ing station for public service activity. WGAR, for seven of the past eight years, has dominated The Cleveland Press radio popularity poll — including first places every year for public service programming. Does leadership in public service pay off for our advertisers? In the last "Radio Gets Results" competition sponsored by the Broadcast Advertising Bureau, WGAR was the only Northeastern Ohio station to win an award! There are many other concrete examples of WGAR's selling power with the adult buying audience. For further evidence of WGAR"s leadership in public service — and advertising results — contact your nearest Christal representative. THE STATION WITH 4 nilate tv buying, without adding media with an entirel) different i on- -ii iii lion ami philosophy . Despite such skepticism, one othei majoi agency, Bryan Houston, has also ii i, grated the Inn ing functions t<> the point where a buyei on one .i« count buys all media. \ numbei "I othei top agencies have reorganized along more conservative lines with integration at ili.- associate and assistant media direc- tors' level. Several agencies are con- sidering going to an all-media system. In the meantime Y&R's media brass feel- that (lie integrated department has emerged from ii- swaddling clothes and proved itself. The) feel the New Look i- here In -lav . ... but 14,000 post card entries in Bob Trebor's recent Daybreaker's Jack- pot convinced us! I hese 14,000 en- trants not only rep- resented all Roch- escei hut ,ils<> 122 towns outside Roc luster BOB TREBOR Your prodt4t i- mes- will get J iCKPOl result) on ter'i result producing morn- ing •■him , Bob Trebor'i Daybreakers. 5000 WATTS 280 KC. ABC IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY I ).in ei I itzgei aid-Sample i- anothei agencj with a new media approach. I In- agenc) I egan ii- integration pro< ess in the media department in 1948. Says Dr. Lyndon 0. Brown, D-F-S \ ,p. in chai ge ol media research and marketing: "The process of training buyers in more than one medium has been gi .'dual in this -Imp. \\ (- suited the speed with which we plunged pen- pie into anothei medium to the per- sonalis ol the individual. Today, how- ever, well ovei half of our buyers are versed in print and broadcast media both. I d -av that we have no more than perhaps three or four specialists left." Thi- approach does not apply to the assistant buyers who're generalh fa- miliar with one medium nnl\ . How- ever, as tin- -how potentialities for buying on their own responsibility, these assistants ma> then be switched to an account grouo in which they will learn another medium. "We felt a long lime ago that a buyer would have a better grasp of the client"- problem il he had the op- portunity lo dev clou greater -cope of I now ledge . bout media," I >r. I'row n told SPONSOR. It wa- with thi- aim in mind that D-F-S under'oo1 a reorganization of it* media department -i\ years ago. However, though the pur] ose was to train buyers for more creative media planning, the actual budget and media planning it not done at the buyer level. Dr. I'row n. as v. p. of media re- search and mar' eting, devotes his time entirely to creative planning. I ndei him. • mi Fisher, rb'rec'or of media, is n -d v ith creative planning, th h his responsibilities are admin- istrate as well. \ number of media din ors combine the func- tions ol supei v i - 1 1 • • lip ing Eoi vai ious mil- n I helping de^ elop media strafegv. for specific clients. In other words, though D-F-S has u i i ■(! the integration process nearh to the same level as Y&R, the responsi- bility oi media planning corresponds more rlosi I to that at Benton v\ Bow Ies. In the first article ol this sei ies I J<' lul) I >5 1, page 36 1, sponsor dis- ii — I the semi-integra'ed -v stem as • i a 1 1 ed .u Benton & Bow Ies and bet- ter than h II of the lop 2il railio-iv ■cm, i . I ,,i an anal) -i- of the tra- ditional or separated media depart- " enl see next issue. * * * SPOT RADIO (Continued from i>() different things iii 50 markets. Industry efforts are making dealers, di-tributors and retailers aware of the power of spot radio, eliminating for advertisers somt of the hurdle* of dealer-level -pot radio education. \l-o spot radio offers an avenue wherehv the advertising opin- ion- and counsel of regional and locaJ -ale- personnel < an be sought, making them pari ol a firm's advertising plan-. The under-recognition of spot radio sometimes makes admen leery of pro- moting -pot radio widelv to dealer- There are many firms of course, where this in not the case. Firms like Colgate. Esso. Kirsch Beverages, Inhiston, Pe fex. Shell. Lincoln-Mercury and Bris- tol-Mvers — ju*t to name a few — stress their spot radio heavily in dealer pro- motions. But some executives think along the lines of this recent omment hv a policy-level adman of a major - companv : "One of the biggest draw hack- tfl spot radio is the lack of interest in the medium on the part of retailers. When one of our salesmen tells them, for example, that a product will he hacked local!) with big new-paper spreads or television, retailers know what wc mean. But if you mention spot radio campaigns, even big one-, they're gen- erally not equally impressed." To some extent the problem of un- der-recognition exists for spot televi- sion as well a- >pot radio. But because spot tv i- pail ol the newness and glamor that i- tv. and because spot rv -how-, especially on film, have devel- oped -o many -tar- and audience fol- lowing^ tv does not -hare fullv the problems afflicting the older radio spot medium. Even so. the problems e\i-t lo some degree in -pot iv. Vnxious (• build spot tv- identit) a- a recogniz- able ad medium earlv in the game, lion- and reps have a strong desire cur- rently lo establish some form of tele- vision advertising bureau for -pot tv. But. as the soap firm's adman im- plied, it take- extra effort to make dealers enthused over a spol radio cam- paign, \\ hat SPONSOR stated over two veai- ago '-I March 1952) in a report titled "Top management probes air media 82 SFONSOR 9 AUGUST 1954 83 i- still ti ue i" .1 I.* ree: In general dealers Beem delighted with i\ . I be) espe< iallj lik«- ti> Bee themselves impersonated bj good-look- ing a< tors and annoum ers. I \ \ isu- alizes om ners, managers and clerks in retail establishments as smart, attra - live, honest, wrapping u|i I >i ^ pun bases Foi will -i.i' ked i lels making 1 i W « - the) were housewives. Mso t\ scener) makes the averagi drug store, oi station, pla< e, trim, neat and chastel) moderne. It gotten to the point thai salesmen ■ nine- ba< k in the office and report Moe >. bmoe says he won'l stock an) new producl thai doesn't have t\ plans.' " Sponsors and agem ies are natural!) nut i -iiin i i ned w iili all this from the same standpoint as the media salesmen. Spol radio, to 1 1 • « - men who pa) tin- bills, sometimes draws a negative re- sponse because ii involves extra plan- ning, i areful pi omotion, mai ket-b) - market selection and a lot )>«■. abilities and results at top cor- porate management levels will, spot proponents feel rertain. avoid man) a table-thumping conference in which ke\ executives tr\ to match budget dollars against marketing problems. 2. Advertising impact, product sales are hypoed by better understanding of spot radio. Knowledge of spot radio on the part of corporate management and ke\ sales executives won't do much to increase it- cost-per-1,000 adver- tising effectiveness. Hut it can make spot radio more effective in producing actual over-the-counter sales. Here's how : Aggressive promotion of spot radio to retailers is likeU to arouse dealer enthusiasm, increase co- operation in point-of-sale promotions that involve spot radio. This is no longer unexplored territor) ; stations. cooperating with the Lndustrj s Broad- cast Advertising Bureau and leading retailer-, have done an increasingl) effective job in building local-level ac- ceptance for the spot radio medium and its abiliU to sell. In turn, good point- of-sale promotion featuring one or more of spot radio's "glamor" slant- aits as an extra "reminder'" to cus- tomers at the point of purchase, main- taining advertising impact up to the point where the public make- an actual product choice. On the other hand, lack of follow - through with spot radio won't cripple it. \lan\ sponsors f| >« . I up considerably bj .1 rallj small amount "I extra mone) .ind promotional eflfort." \ll i.l ilii-. unfortunately, cannot be proved in precise mathematical terms; Mm . an'l -.i\ "spot radio i- 20' - more . Hi-, live in producing < onsumei sales m ith a V « additional expenditure t" merchandise it t<> the trade. But the thumping successes "I -pot radio cam- paigns that (in- merchandised to dealers who in turn feature tin- Bpol radio in point-of-sale promotions serve a- tar- gets at which man) another advertiser might do well to aim. Vmong companies n hi' h know how In get tin- iiMi-l out of -pot radio is Shell ( iil. Ii 1 in rentlj airs -pot radio and i\ news* .1-1- and sports shows in the ke) cities ol it- IT marketing dis- tricts throughout the I .S. Shell pro- motes it- spot shows ' the hulk of them are in radio 1 intensively throughout its sales channel-, at the same time keeping close tabs on dealer reaction to the local level campaigns. Sr mm 6:15 to 9:00 A.M. Monday— Friday custom made series for Hawaii's early rising audience and "PEACHES'' O'ROURKE greatest sales power team in Hawaii Hawaii's first and only morning TV show YOUR OPPORTUNITY FOR GREATER SALES! Legit-tag: "Frances" O'Rourke Ed Schulman, Shell's radio-tv ad manager, explain- the oil firm's spot philosophy this waj : "Sure, we could cover all our dealers with network programing. \nd it would probably call for less efTort on our part to promote a network Bhow. Hut we think we gel more advertising effectiveness from a combination of radio and t\ Bpol programs. "From an advertising standpoint, these shows are extreme!) efficient. Each <>f our marketing districts ha- it- own special selling problems, and in each area the media situation will dif- fer. By using spot, we can pick the best vehicle to do a particular job in a par- ticular market, guided h\ knowledge rained b) out district sale-men and dealers. "Actually, this approach keep- u- in (lose contact with the dealers. B\ 11- ing strong local personalities in news and sports the dealers really feel that we are giving them plenty of local sup- port If we used network programing, they might feel thej were being left out in the cold on advertising deci- sions, that the whole campaign was planned on some level remote from them. *"\\e\e found dealers are far more likely to support an advertising cam- paign if the) feel they are an integral part of it."' Actuallv since a dealers frame of reference is local, and since his adver- tising thoughts are conditioned h\ what he hears in his local contacts, it make- more sense, spot radio savants feel, to hring dealers into the planning of -pot radio than it does to seek their opinions on network air advertising. "That's all very well," you max say, "but how do you promote to dealers a medium as varied and complex as -pot radio and promote in a fashion thai matches up the presentations of competitors using network -how-.' 1 mi can carry around magazine or newspa- per tear sheets, 'ton can make up brochures on network radio and tv. and even l line. I irsl of all, there u the mattei oi education. Sales personnel musl be made aware "I the | •< • - i t i \ < - advantagi - ■ ■I — j »« ■ t radio today, for its low cost- per- 1,000 outlook in the abilit) to reach the out-of-home audience. I sually, however, this educational j « » 1 » can be combined with the parallel task <>f pro- moting mini actual -|nii radio pur- chases. In other words, you'll be ri^ht for the raosl pari it you assume dealers don'l reall) understand spot radio and that it has to be explained as a medium at the same time it's being pushed as pari of a campaign. Agenc) timebuy- ci-. researchers and account personnel 1 in about that ordei I as well as reps ami -tat i< ui" can provide [actual back- ground on spot radio. Industry or- ganizations like the Station Reprc-enta- tives Association and BAB have also rounded up main impressive and basic facts about the spot radio medium and are anxious to assist advertisers in un- derstanding it- uses. * * * SQUAW DRESSES I Continued from page 37 ' Toria Tassi wanted to establish a mass market for these fashions hut at the same time was concerned with creating a reputation as a high-qualit) retail store. It wanted to emphasize that it specialized solel) in the manufacture and design of these dresses to set it- self apart from the dozens of small shops which sold squaw dresses as well as many other kinds of frocks. 2. Phoenix, because of its ideal cli- mate 1 Dan Schwartz. KIMIO promo- lion director, told SPONSOR there are onlj five days ol rain during the aver- age year) lias a heavy tourist trade. particularly during the months of Jan- uarj through April. According to the Irizona Statistical Review, tourists spenl $135 million in the state in 1952. I diia Tassi owners realized one "I their keys to success la) in finding tin- ideal medium to attract tourists. Retail -tore- as a group traditional!) relj GEORGIA on AUGUST 1, 1954 88 SPONSOR / / / / / / s / \ \ X \ \ \ \ In Kentucky and Southern Indiana it's . . \ VICTOR A. SHOLIS, Director NEIL CLINE, Station Manager Associated with the Courier-Journal and Louisville Times. \ \ \ \ X 9 AUGUST 1954 89 i- well as hundreds of other items) ac- counted foi 110 iii ill i • > r i : food and bev- 10 million ; lodging, $30 mil- lion: service Btations, $20 million; auto >i iea ami repairs, $10 million ; othei transportation, $10 million: pro- fessional and personal services, $8 mil- lion : amusements, re< reation, v i mil- lion. "Radio is an especiallj good l>u\ in Phoenix because the climate makes mosl residents take to the outd s," -.i\- Werner. "We're iisim: to reach the housewife, and mam women spend theil alternoons outdoors listening to portables after completing their house- work in the mornings. ■'Then, too, there arc the tourists wlio gel tlicir news and weather in- formation in a Btrange < it\ on the ra- dio. They're apl to be Listening to portables or car radios during the da\. Vacationers are general!) in a relaxed mood, receptive to relaxed sales mes- sages. Were convinced we've found the right l.u\ for our needs, at the righl price for our pocketbooks." Toria Tassi owners attribute much I I YOU ONLY NEED 2 STATIONS TO COVER HALF OF TEXAS Jmac HOWAIO W. DAVIS, Own., SAN ANTONIO, TEXAS 5000 WATTS ON 630 I HOWAIO W. DAVIS, Pt.t.W CLINN DOUGLAS, Mgr. ^ HOUSTON, TEXAS 5000 WATTS ON 610 Ask the Walker Representation Co., Inc. 90 of the success of their radio advertis- ing to the informal deliver) by M.C. Jack Carney. Actually Carnej never uses a fixed -cript for his commercials, never reads a specific message written especially for the program. His commercials are all ad-libbed and casual, are based on his own observations during a series of \i-it- to the retail store. Occasion- ally Carnej gets special instructions to pla\ u|i a particular aspect of the operation, uses these instructions as notes. Price is never mentioned. Although Carnej ne\er makes a spe- cific pitch for mail-order business dur- ing the show, the store's address is in- cluded in every commercial. Werner reports mail-order business is up "sub- stantially"' throughout the state as a re- sult of inquiries pulled 1>\ the radio show. No specific play is made for mail orders because Southwesterner- are accustomed to shopping by mail, will write in for further information as ******** • •We should spend on advertising with, out limit, so long as the gn»s» income attributable to this advertising exceeds the cost of the advertising thai permits the advertising department to deliver his e\tra gross inromr. To the extent that the advertising budget can be soundly presented within this frame- work, it is no longer subject to attack. . . . Perhaps our problem today is not that we are spending too much monej on ad\ertising. but rather that we are not spending enough on ad\crtising. Only objective analyses will gi>e us the answer to thai ba«ic problem." FRANK W. MANSFIELD Director of Sale* Research Sytvania Electric Products Buffalo ******** a matter of course if a radio-advertised item provokes interest. Make Mine Music commercials sell the Toria Tassi label rather than pro- moting a specific dress or design. 1 bej emphasize quality, workmanship, ex- perience. ""Squaw dresses are prettv well tablished among Phoenix residents, and the tourists soon notice them on 'natives'," Werner told sponsor. "We don't feel there's any need to sell tli'--.- dresses ;1s a fashion trend. What we do want to concentrate on is building up our own name, our trademark. "We feel Carney's ad-lib approach helps build listener confidence in our product because his deliver) is so nat- ural and sincere. He sounds much more convincing just speaking natu- rallj than he would reading from a script." SPONSOR For 32 years WGY has been The Radio Voice of the Great Northeast, daily serving 878,130 radio families in 53 counties of Eastern New York and Western New England. '*3s 3n»° Measure of a Great Radio Station Represented Nationally by THE HENRY I. CHRISTAL CO., INC. NEW YORK • BOSTON • CHICAGO • DETROIT • SAN FRANCISCO 9 AUGUST 1954 91 The "RESULTS" STATION in Washington Represented Nationally by John Blair & Co. THE MIGHTY * ' M I K E ' ' OF SAN ANTONIO 250,000 Milliwatts Ik 5 ww National Time Sales — New York Harlan G. Oakes & Assoc. Los Angeles — San Francisco I d stimulate |»i oducl identify ation, all commen ials use the tagline, "Fash- ions "Mi of the West." Wernei and David, who were among the found- era "I the Arizona Fashion Council, w 1 1 i < 1 1 promotes Arizona-manufactured clothes, believe slogans like this one can help build up Phoenix as a fashion center. Easternei tourists, accustomed to thinking of New ^nik as the hub ol American fashions, need to be "re- ■ iliii ated" to the idea of fashions from the \\ esl Coast, Toria Tassi owners feel. The) also believe this kind of slo- gan will help build brand identification when thej branch oul i" other area-. To supplement its regular advertis- ing, Toria Tassi uses special "sales builder" saturation packages over KI'HO during it- heav) retailing sea- sons: for back-to-school promotions, for the winter tourist crowd and to herald new spring fashions. These an- nouncements are apl i<> contain more hard sell than program commercials hut again d<> not mention price or spe- cific stvles. Thomas David originall) began as a squaw dress wholesaler, selling to stores around the country. Soon after the launching of the Toria Tassi radio i ampaign, however. David and Werner suspended all wholesaling operations because of the great distribution ex- pense involved. The) are now manu- facturing at the rate of 1 00 dresses a day onl) for their single retail outlet and mail order business. \i tuall\ the squaw dresses manu- factured 1>\ Toria Tassi and other \ri- zona dress producers are a far cry from the one-piece fringed affairs tradition- ,.ll\ associated with American Indians. One of the most popular Toria Ia--i models is a strapless two-piece num- ber, with matching embroidery trim- ming the hordcr of the bodice and hem of the >kirt. Other two-piece dresses have wide sailor colors trimmed with contrasting embroidery. Mam of the -kits feature permanenl pleating as well as the colorful embroider) de- signs that arc a trademark of the squaw dress. I n< ouraged l>\ it> upward sales climb Toria Tassi expanded it- line to include children - dresses this past spring, labeling the new line ""Demi I assi" a lake olT on miniature after- dinnei i offee cups. The children - < lothes an designed for the three-to-15 group, are exact duplicates of the resulai line in styling and workman- ship. David and Wernei were among the first Phoenix manufacturers to launch a special squaw dress line foi i hildren. Future manufacturing plans include expansion into men's wear with a spe- cial group of fiailv colored cotton Bhirts bedecked with the same em- broider) thai decorates the women's clothes. \inl for the immediate advertising future, there's an expansion in the radio lineup planned for fall. Although no definite commitments have beei. made to dale. 1 oria 'la-si will proh- abl) add a program similar to Hake Mine Music to the existing lineup. "After all." Bays Werner, '"when you've found the magic formula, win not -tick with it'.-' We couldn't hope for anything better. * * * SPONSOR ASKS i Continued from page 69 i of fact, everyone I contacted came from a field so what removed from broadcasting. Specialists were not \et born and schooled in radio and t\ : the) had to be drafted from other fields and publishing contributed a great amount of the new industr) - personnel. Publishers were well represented in the owner-hip of new stations; other industries, too, financed new transmit- ters cropping up in the nation'- majoi population (enter-. 'There were insur- ance companies, department stores, fraternal orders, radio and electrical manufacturers and main other groups in the list of licensees. 'Trail- had to be blazed and standards established. The comparison with printed advertis- ing was inevitable at the start and it took ingenuit) and perseverance to -ell "coverage" to an advertiser trained to think onl) in terms of "circulation. Sel ownership figures, rate caul-. coverage map- and availabilities had to be i arefull) presented to potential advertisers who were tough to impress m ith a l\ pe of ad the) couldn't clip and paste in a scrap! k. Hut we ex- pounded fori efull) that it was a t\ pe of advertising thai could -how results on the cash register. \\ e sel oul to prove that the new medium could reach people in an intimate and imme- diate manner, and thai it could pack a terrific merchandising wallop. It < ailed for hard selling. It took 92 SPONSOR One of a Series about vf hat Makes WSYR a GREAT RADIO STATION Elliott Gove Timekeeper Deacon Doubleday RFD Farm Show Jim Deline and His Gang Fred Hillegas News Editor Popular Local Personalities Bill Martin Sports Carl Zimmerman News Reporter Robert Nelson News Commentator Rod Swift News Reporter Represented Nationally by the I L itShi CHRIST AL co.,inc. NSW YORK — BOSTON — CHiCAGO — DETROIT — SAN FRANCISCO ACUSE— 570 KC NBC Affiliate in Rich Central New York 9 AUGUST 1954 93 XI Radio Station WJPS is a MUST if you want to reach the farm families in the three-state trade area served by Evans- ville, Indiana. "Chuck" Muller, WJPS Farm Director, conducts two Big Farm Shows daily. WJPS is the only station in this area that employs a full time farm director, and Chuck is out on our Tri-State farms every day. Does Chuck get RESULTS? Just ask Purina Mills of St. Louis. Every farm family in the Evansville area listens daily to — "HOME ON THE FARM" Monday thru Saturday 6:004:30 A.M. * 1 2:1 5-1 :00 P.M. Robert J. Mclnteth, General Manager IIPtlSINTfO ST The George P. Hollingbery Company A RADIO IN EVERY ROOM" Evansville, Indiana plent) "I shoe leather and midnight oil. Client stations and advertisers multiplied; television made its com- mer< Lai entrance and became a major >|H>i advertising medium of its own. I In- Weed -I. ill _i Evening Gazette ;ii isa Basic CHS affiliate. FACILITIES With power — 5,000 watts — and frequency — 580 kilocycles. WTAG has the right combina- tion for blanketing the Central New England area. It has sepa- rate KM ami AM transmitting stations in ideal locations. A modern, completely equipped mobile unit provides on-the- spot production. Its main office is in the central business section of Worcester, with three studios, and facilities for tape recording and transcribing. WTAG is technically self-sufficient, with an auxiliary transmitter ami standby generators. PROGRAMMING Central New England's population of 1,029,110 is unusually diversified in its living and work habits. They like programs with local flavor, and WTAG provides them, with nearly half of its weekly 122 broadcast hours locally produced. To personalize these programs. WTAG has men anil women specialists of long-established popu- larity in women's affairs, sports, classical and popular music, agriculture, cooking, civic affairs, children's interests. Four experienced newsmen devote full time to news coverage, with access to material from the AP and 200 correspondents of the II brcester Telegram and The Evening Gazette. A program publicity director rounds out WTAG's excellent program facilities. PUBLIC SERVICE WTAG is unsurpassed in the areas of public serv- ice which are of proven value to Central New Englanders. Over 6,000 station breaks and nearly 100 hours of community promotion are provided annually by WTAG. A full-time Community Service Director plans and produces material covering worthy subjects and is available for liaison work in community projects. MARKET Diversification and stability through industrial expansion, agricultural prominence, cul- tural and social activity make Central New England a pros- perous area. Worcester, third largest New- England city, is the focal point of this 19th U.S. industrial area, with consistently high re- tail sales — now 81,087,596,296. The facilities of a WTAG market research analyst are at your service. Only W "TAG represents the fullest potential in the self -contained, responsive market that is Central New England. '"«U on*0* Measure of a great Radio Station Represented by THE HENRY I. CHRIST AL CO., INC. NEW YORK, BOSTON, CHICAGO, DETROIT, SAN FRANCISCO 9 AUGUST 1954 95 aftra American Federation of Ra- dio Television Artists, an AF of L un- ion Composed Ol actOl announcers, : .nui some soundmen. See SAG or Screen Actors Guild. AGENCY A< Whose ! unction is to assist the radio or tv ad- vertiser in the advertising and sales promotion ol his goods or services, i Not to be confused with agent i AGENCY-PRODUCED PROGRAM A pro- gram conceived by the agency and or : User, built by tl ■ '■ and or iiisei. talent hired, all phases of it assembled, taken to the station with the request for time facilities AGENCY COMMISSION Fee paid by stations to accredited advertising agen- cies. The usual fee is 15'; of net bill- tor spots or shows placed by the agency. AGENT Representative of performing artists and talent who negotiates work for his clients for a fee. AGMA American Guild of Musical Artists. AIDED RECALL INTERVIEW Technique where personal interviews are used in which a respondent is asked to recall his listening during a span of four or five hours. Pulse tv and radio ratings are usually obtained in this manner. AIDMA One of recognized formulas for good ad construction in sequence. A — attention, I — interest, D — desire, M — memory, A — action. ALL IN -ALL OUT Degree or progres- sion on superimposition. AMBIENT LIGHT General level of light in the studio not directed espe- cially at the subject. AMERICAN MANAGEMENT ASSOCIA- TION Organization of industrial and commercial companies and executives interested in management methods for their own 01 ins. AMERICAN MARKETING ASSOCIATION An organization of professional people for the advancement of science In marketing. American research bureau Wash- ington, D. C: primarily tv research: uses diary technique; covers national Local areas some 60 markets. Sam- ple base of some 2,200 diaries nation- ally, approximately 500 per city. Tabu- lated sample of about 1.700 or 325 per city; cost up to $900 for national re- port and $450 for 60-city report: In- terview period is usually the first seven days of month. Over 250 subscribers. Data supplied include quarter-hour ratings, sets-in-use, total audience, au- dience composition, viewers per set and cumulative ratings. (See Tv Ratings.) AMP Associated Music Publishers, Inc. 'Similar to ASCAP. » AMPLITUDE MODULATION The stand- ard method of radio transmission, bet- ter known as am. Television on the other hand uses frequency modulation or fm for its sound transmission. ANA Association of National Adver- tisers. ANALOGOUS COLORS Color Section.) • See Special ANGLE SHOT A camera shot taken from any position except straight on the subject. < Normal eye-level pickup.' Angle shots are usually used to break up monotony of a lengthy shot. ANGSTROM UNIT Unit used for ex- pressing length of light waves. Also used to describe the color values ob- tained from different types of illumi- nation. ANIMATE To arrange and film static drawings or objects so that when they are projected they produce the illu- sion of moving in a realistic manner. ANIMATIC PROJECTION A series of still slides on film: each frame pro- jected on cue to progress story, car- toon or commercial. Technique is used frequently in tv, is low cost. ANIMATIONS Mechanical or movable devices which in various ways suc- ceed in giving the effect of motion to inanimate or still subjects. General Definitions: Cartoon animation: Animated movies shot from cartoon-type drawings. Cyclic animation: Set of drawings re- peated over and over to create action. Live animation: Animation of objects or products. Mechanical animation: Drawings made to move with a rig. Technical Definitions: ABC animation: That method of shoot- ing m which each phase of an object (cell, puppet, cut-out. etc.) is recorded on three successive frames of film. Usually the three primary color filters are mounted and rotated in front of the lens, SO when frames A. D. G — B, E, H — C. F. I have been sorted out by optical printing, they form the three separation negatives required for col- or printing onto a single strip of film. Because the different color images can be shot successively shooting is usually easier in animation than in actuality. Cameraless animation: The animator uses the film itself as a tablet on which to paint or draw. It is necessary to construct just three parallel anima- tion tracks to the required designs and densities, and they become the separa- tion negatives for color printing. Cell animation: Apparent movements are produced under the camera by- drawing or painting objects in succes- sively displaced positions on transpar- ent cells. One frame of film is then as a rule exposed for each cell, causing an appearance of movement in the final film due to persistence of vision. Double-frame animation: Two frames of film are exposed to each object or phase of an object 6efore the camera. Puppet animation: In the rendering of movement puppets are usually much inferior to cells and this contributes to the jerkiness which is characteristic of puppet animation. Scratch-off animation: Lines or areas which are to appear to extend them- selves on the screen are drawn in their entirety and then progressively scratched off. while the camera oper- ates a frame at a time, running back- wards. Single-frame animation: Regular type animation, where a single frame of film is exposed for each object move- ment. Table-top animation: Usually small ob- jects are photographed close-up and then moved a frame at a time, to pro- duce magic effects. ANIMATION CAMERA Type of cam- era used for filming animation which is usually mounted on an animation stand with its optical axis vertical, and the film moved forward one frame at a time. ANIMATOR A weird concoction of lights, mirrors, lenses and other me- chanical devices used to animate scenes in television. ANN. An abbreviation for announc- er" used in typing scripts where there is little space. ANSWER PRINT First complete com- posite prints of whole film coming from 96 SPONSOR »ATT 5 @Lj|l-TV... tO 316,000 (full power) # We've resorted to the lowest form of humor to announce the highest TV power in the Rocky Mountain West. KLZ-TV now delivers the world's greatest network entertainment and the region's sharpest local presentations with the HIGHEST POWER in the entire area. Add it up: by any measure you choose, KLZ-TV is Colorado's best TV buy... Programming: Top CBS network and local programs Facilities: Finest, most complete in the region Transmitter: Highest power in the entire area Viewer Preference: Denver's most popular station by any and every survey made since KLZ-TV began telecasting. See the KATZ man CHANNEL -TV 7 DENVER NOW EQUIPPED FOR NETWORK COLOR TELEVISION 9 AUGUST 1954 97 tilin lab usually used to check conti- nuity and sound sync. Not necessarily tuned or cut for best photographic val- ues. This is momentarily sacrificed for speed. ANTAGONIST The villain" in a e. An opponent or adversary; not always a person but may be adverse or conditions in conflict with the heroic element of the plot. ANTICIPATE To foresee and initiate an effect before the written cue is reached so as to properly synchronize the desired effect with the dialogue. Anticipation is one of the chief fac- tors in a good director or any tv per- sonnel. ANTICLIMAX A secondary situation or climax in a television scene or story which follows the main climax with a dramatic climb down and thus delays the end of the story. Usually consid- ered poor literary form for tv. APERTURE Opening of the diaphragm in front of camera. A projecture, re- corder or film printer through which light or a sound track passes. In tv cameras the size of such openings is expressed as a fraction of the focal length of the lens being used. APPEAL (in advertising) The featured or central buying incentive in a radio or tv ad. APPLIED PSYCHOLOGY That part of the field of psychology which is devot- ed to practical purposes rather than to theoretical ends. ARBI, INC. Advertising Research Bu- reau. Inc. Conducts point-of-sale re- search on effects of advertising. ARBITRATION Use of outsiders with authority to decide a dispute, with de- cision binding on employer and union. ARC Arc Lamp; a form of high in- tensity lighting, formerly used very extensively in film photography. A-ROLL Also called Matte rolls: The < from which you are going to dis- solve or fade with an opaque trailer at its end. Now used principally to make color correct opticals by a special dou- ble-print process. arsenic Spot or program that la dis- agreeable or boresome in content or presentation. ART DIRECTOR Technician responsi- ble for designing and supervising the construction of the studio sets and (sometimes) the costumes for a tv presentation. ART STILL Specially posed portrait photograph of tv talent, subject or product. ASCAP American Society of Compos- ers, Authors and Publishers. Song writ- ers', composers', publishers' association that licenses public performances of music of its members, and collects roy- alties on their behalf. ASIDE Lines given diiectly to audi- enee instead of to other actors. A de- vice used to inform the viewers and not particularly the other talent. ASPECT RATIO Proportional relation- ship of the width of the tv picture to the height. In tv the aspect ratio is foui units wide by three unit; high. In movies the traditional aspect ratio has been four by five, and if this de- viation is not recognized, especially in film or kinescope shows, the result- ing edge trim, both top and bottom, results in badly framed and incom- plete tv pictures. ASSEMBLE To carry out the first process in film editing; namely, to col- lect together the required shots and join them in correct order, thus pro- ducing what is known as the rough- cut. ASSOCIATION Those related ideas or images which the viewer feels as a result of visual props, words or sounds he has experienced. ASTIGMATISM A lens defect which appears as an inability to focus ver- tical and horizontal lines in the same plane. ATMOSPHERE 1 1 1 Action, object, mu- sic or sound employed to create mood or make occasion more realistic and life-like. <2) Extras on the scene. <3> Local characters. ATTENTION Process of focusing cer- tain portions of an experience so that they become more vivid. Example. AIDMA Formula. ATTITUDE Mental and neutral state of readiness, exerting a directive or dynamic influence upon the individ- ual's response to all objects with which it is related. AUDIENCE FLOW Those viewers who are listening to a previous program and continue to stay tuned to same channel (duplicated audience* plus those viewers changing to this one channel and those just tuning in. AUDIMETER An electric-mechanical device which is attached to radio or tv sets and records constantly and in- stantly whenever the set is turned on and to what channel or station. It keeps such a record 24 hours a day. seven days a week. These meters are used by the A. C. Nielsen Co., research firm. 'See Tv Ratings.) AUDIO That part of tv transmission pertaining to sound. AUDITORY FLASHBACK A purely sound flashback with no change in the visual picture. Auditory Perspective: To estimate the direction and distance of sounds by the ear. AUDITION A camera test of talent or a show, prior to a telecast to deter- mine whether that talent, show or both should be used in a tv presentation. Also a test recording or film of a show for showing to prospective users. AVAILABILITIES Those time periods which are available for purchase on a station or network of stations. B BABY SPOTLIGHT, or DINKY INKIE The smallest of incandescent spots uses 100- or 150-watt bulb. Other small types of spotlight go to 500 watts and are used in high lighting, usually on a particular part of an actor's face. BACKGROUND A set, scene and or sound effect, musical or otherwise, used subdued behind the dialogue for realistic or emotional effect. BACKGROUND or REAR VIEW PROJEC- TION Special technique whereby a wanted scene drawn from special photo or stock library is projected from the rear on a translucent screen which acts as a background for a studio set. BACKING Any flat background, pho- tograph or painting in front of which talent or objects perform. BACK LIGHTING Lighting directed on the subject from a point behind the subject or object 'the front being re- garded as the side facing the camera*. Used for effective highlighting. BACK-TIME Timing a script back- wards from end to beginning. Allow- ances are made for cuts and stretch. Running time is indicated every 15 or 30 seconds in margins on the script. Back-timing gives the "must" or ideal time that keeps the show on the nose. 98 SPONSOR r* noteworthy The White Space is for note-jotting, Courtesy of KV7T. While you're at it, you might care to note: Sioux City Sue has sold: 50 desk pads, 36 tv tables on a single morning show: 101 Bulova watches with 12 one-minute film spots: 9 Servel refrigerators (@ $529) with 4 live announcements; 2.000 cheese spread snack glasses with 3 announcement^. footnotes will gladly be provided by The Katz Agency — our reps. r* CBS, NBC, ABC & DuMont Represented by The Katz Agency %w SIOUX CITY, IOWA KVTV, a Cow7es Station, is under the same management as WNAX-570, the radio station that for 30 years has successfully served one of the world's major agricultural regions, the live-state area known as Big Aggie Land. back-to-back Two adjacent tele- baffle A portable wall, spun gla . mat hui b sound and or light and pre- eho. balance (l) Blending kinds of .sounds to achieve proper vol- ume relationships Buch as mu background for dramatic sequence. If lc is so loud that the dramatic is lost, a poor "balance" re- sults. Also, the arrangement of musi- cal groups to obtain a natural blend- inn of tone for audio and visual. The placing of props, talent and or instruments voices or sound effects in such positions with relation to each other and to the camera angles and microphone as to produce the best sight and sound for desired effects. BALOP or TELOP Nickname for balop- ticon which is a projection machine or mechanism used in television to pro- ject, usually by reflection, objects, pho- tographs, still pictures onto the mosaic element in the television tube. BALOWSTAR LENS Extremely fast lens used where lighting is unfavorable or of mixed color. Focal length: seven inches. Speed: fl.3. Horizontal angle: 10.5 degrees. (See Lenses.) BAND A group of frequencies within two definitely stated limits. The am 'radio band) is from 550 kilocycles to 1600 kc (kilocycle or 1 kc - 1,000 cycles low frequency > . Fm Broadcast Band is 88 to 108 mc (megacycles). 1 megacycle = 1 million cycles on very high, very fast frequency. The tv band extends from 54 to 890 megacycles. Vhf or the very high frequency: 54 to 216 megacycles on channels 2 to 13. Uhf or ultra high frequency: 470 to 890 megacycles or the higher channels 14 to 83. BANKS or BROADS A unit or battery of incandescent, fluorescent or kleig lights, usually in horizontal groupings. BARN DOORS A shade which fits over large flood lights and permits light field to be narrowed down. BASE Material of which film is made. It may be cellulose nitrate or acetate. The former is highly inflammable, the latter flameproof. BASIC SET A set that is not furnished with props. BATTEN Thin metal rod or wooden stnp used for bracing or for anchoring nery, lights, makes, etc. Also used to fasten the sky eye to the floor or to brace a series of flats. BCU Extremely narrow angle picture. Big close up. Usually Just features of a person or a whole BUbjecl 'See Camera Sho- BEAT Written direction in the script to take ;t one-count pause. belcher Performer with a frog in throat. BELOW-THE-LINE COSTS The alloca- tions for assistant director, unit man- ager, script clerk, technicians, sets, props, camera work, sound, lighting, film development and printing, ward- robe and makeup, cutting, titles, mu- tock shots, special effects, loca- tion fees, studio rentals and taxes and insurance in making a tv film. B.G. Abbreviation for background. BILLBOARD The announcement at the beginning of a tv or radio show which lists the people starred or fea- tured. BILLING '1> Name credit on the air in order of importance. <2> Amount of advertising in dollars an agency places. BIRD'S-EYE PERSPECTIVE Looking downward at a set line from approxi- mate angle of 45 :, or looking from front. Used sometimes for effect shots, particularly with Sanner dolly. BIT Small appearance or few lines in a show, usually inserted to heighten dramatic effect or to give comic re- lief. Performers are referred to as "bit players." BITE-OFF To eliminate a line, a cue or a musical number while the show is in progress. BLACK LIGHT An almost invisible light used mostly in stage plays, either infra-red or ultra-violet. In tv used to illuminate scenes where normal light would interfere with other operations or for special effects. BLACK TIME-BLACK SCREEN Unlight- ed video screen. Time in which tv screen remains blank. BLANKOUT To reduce tv picture by out -of -focus fade, or cut volume of 'mike" and then turn it off. BLAST Momentary overloading of equipment which causes severe distor- tion of sight or sound. BLIMP The soundproof cover in which a motion-picture camera or projector is encased. This prevents the motor mechanisms from being picked up by sound equipment BLIZZARD HEAD Any blond. BLOCK ■ 1 I A series of similar-type programs scheduled one after another; 1 2 ' a set of consecutive time periods, or. '3i a strip of the same time on several days. BLOCKED-OUT TIME Time which is withheld from sale voluntarily by the station or network for non-commercial programs. BLOCKING ACTION Sometimes called breakdown. Preliminary working out of the basic pattern or movement and or camera shots in a show or scene, usually done by the director before the first dry run. BLOOM or BLOSSOM Glare caused by an object reflecting light into lens of camera. A hot white spot which shows dead white and causes black halations around the edges, sometimes accompa- nied by an optical effect of mushroom- ing of black. BLOOP A splice bump that causes a dull thud in sound reproduction. BLOOPER or BLOOP LIGHT Device for (1) making a hole in the sound track on a film where a splice occurs to pre- vent a "plop" in the sound as it passes the sound head; '2» marking film neg- ative for later synchronizing with sound or double system kinescope: '3) see obe light ; I 4 > slang for mistake or error. Also bubu, beard or fluff. BLOW Actor forgets or stumbles on lines — blows, muffs or fluffs. BLOW-UP Photographic or photostat- ic enlargement of written, printed or pictorial matter in order that they may be more effectively transmitted through tv. BLUE BASE Special tv film by du Pont that when televised has superior gray scale elements. BLUE GAG An off-color joke or re- mark in a script. BLURB Remarks or statement handed out for publicity. BLUR PAN, or SWISH PAN, ZIP PAN ' 1 ' Effect obtained by swinging cam- <** era so quickly round from one point of rest to another, that between the two the picture is blurred. (2) Device for combining two different shots, the 100 SPONSOR Of All TV Stations in the Fabulous Puget Sound Area Only KTNT-W CHANNEL 11 COVERS ALL FIVE IN ITS "A" CONTOUR SEATTLE: Seattle is now the 17th city in the United States and is the largest city in Washington. It is located 7 miles across Puget Sound to the east and north of KTNT-TV's new 316,000 watt transmit- ter site. Seattle residents constitute ap- proximately one third of KTNT-TV's market population. TACOMA: Home city of license of KTNT-TV, Tacoma is located 1 2 miles south and east of KTNT-TV's new transmitter. It is the dominant industrial area of Pierce County which is the second most populous county in the state. BREMERTON: Bremerton, famous na- val base of the Pacific Northwest, lies west of Seattle across Puget Sound. It is located in Kitsap County, the same county in which the new KTNT-TV transmitter site is located. OLYMPIA: Capital of the state, this famous early Washington settlement lies at the southern end of Puget Sound. Its beautiful government buildings are a tour- ist attraction for the thousands who visit the Puget Sound country each year. EVERETT: The northernmost city of "Middle Puget Sound", Everett is one of the centers of pulp and paper production in the Pacific Northwest. It has steady in- dustrial payrolls for its people. II II iO*-— ii BfSr- KTNT-W CHANNEL 11 • NOW 316,000 WATTS Antenna Height 1000 Ft. Above Sea Level WfS For the SEATTLE - TACOMA - PUGET SOUND AREA flUMONT ^^■P^^# TIL (VISION W A a A" Contour Population Over 1,200,000 CONTACT WEED TELEVISION 9 AUGUST 1954 101 i amera tx tag swung so quickly from the subject in the first that it ends in a blur, and so quickly on to the sub- ject in the second that it begins with a blur; the two blurred portions then being joined together to give the effect of a single pan. BMI Broadcast Music, Inc. Competi- tors of ASCAP in publishing, licensing of music. BMI incidentally is subsi- dized by the broadcasting, telecasting industry. BOARD Technician's control panel lo- cated in the studio control room which provides for mixing (balancing), fad- ing, switching of program material. BOARD FADE A fade-out in a pro- gram accomplished manually on the board by the technician. BOOK FLAT Two flats hinged togeth- er to fold like the covers of a book. Also called two folds, books, wing flats. BOOM Crane-like device for suspend- ing microphone or camera in midair and moving it from one position to another during telecasting. Operator known as boom-man. BOOM DOWN or CRANE DOWN To move the camera from a higher to a lower position. Terms generally used as a command when camera is mount- ed on boom or crane-type dolly. BOOTH A sound-proof cabin for the director, other technicians, film and sound recording apparatus. BORDER Horizontal or vertical strip of any type of cloth or material hung to mask lights, grid and stationary mikes as on Ed Sullivan's show. BOX SET Any tv or stage setting which represents almost full-wall con- struction of a room or scene with real- istic openings. BRACING Anchoring scenery flats by means of braces or weighing down with sand bags. Stage screws are usually DOl used because they would mar the studio floor. BRAND A name, term, symbol or de- sign or combination of them which identities the goods or services of one seller or group ol sellers and distin- guishes them from competition. BRAND ASSOCIATION Brand name which anyone may happen to associ- ate with a type of product or with an unsatisfied want. BRAND CONSCIOUSNESS Degree to which people in a market are aware of the name of a particular brand of a product. BRAND LOYALTY The faithfulness of a consumer to brands of products which they prefer. BRAND NAME A brand or part of a brand consisting of a word letter, group of words or letters comprising a name which identifies the goods or services of a seller or group of sellers and distinguishes them from their competition. BRAND RATING Determination of the extent to which consumers are aware of the brand names of products. BRAND SWITCHING Term used with reference to changes in brands of products by a consumer. BREAK d) Time out. Break in re- hearsal. <2i Term used by tv director to tell cameraman to move camera to another location. BREAKAWAY Any object or prop spe- cially constructed to fall apart easily as in a fight or other action scenes. BREAKDOWN or BLOCKING SHOTS • 1 ) Analysis of script in terms of ma- terials, talent, cost, time. (2) Action is broken down into desired shots, each of which may represent a change of camera setup. The description of these shots, indicated by their initials and camera number, gives a guide to the desired size of the person or object in the frame of the tv screen. (3) Shots are planned to keep camera lines from tangling. BRIDGE or TRANSITION Slide, pic- ture, sound effects or music used to link dramatic episodes or scenes. BRIDGING SHOT Shot inserted in the editing of a scene to cover a jump in time or other break in continuity. BRIGHTNESS (See Special Color Sec- tion.) BRIGHTNESS CONTROL Adjustment on receiver which varies amount of il- lumination of the reproduced image. BRING IT UP A direction to increase volume or picture definition. BROAD A square or oblong housing for incandescent floodlights used to illuminate a studio set. Single broad has one 500- to 750-watt bulb. Broad- side or double usually has two 1.000- watt bulbs. These floods are used for still lighting. BUCKLING Film entangled in camera or projector because of improper threading or heat. BUGS Trouble in equipment which is working imperfectly. BUILD-UP Technique used to increase the popularity of a program, a per- sonality or a product. BULLFROG Any talent who possesses a deep voice. BURN or BURN IN After-image left on camera when it has been focused on shining object too long. BURN IN THE EDGES Directions you would give to a photographer if you wanted him to photographically em- phasize the center of a picture you planned to project on an opaque slide. What the photographer does is over- expose or fade out the edge of a pic- ture much as an artist air brushes out undesired details. BURP An interloping noise on trans- mitting or receiving circuits. BUSINESS Small details of planned stage action or actors' movement in- vented by the directors or talent. Used to add an effect to the atmosphere and interest to major or visual part of a program. In a well-developed script the business is described and the di- rector or actors just have to interpret the description. BUSY A picture, set or background with too many shapes, pictorial ele- ments, too much detail or which con- sists of too many of the same general tonal qualities. BUSY BACKGROUND A setting or background for a scene that is so de- tailed it attracts the major part of the viewers' attention to the detriment of the actors or main theme. BUSY PATTERN A design or pattern, especially in clothing or draperies that is so intricate it produces a flickering or jiggling effect on the screen. BUYER Advertiser, ad agency, net- work or local station which owns leases or rents a filmed program or program series for purpose of tele- vising it. BYE-BYE Phrases beginning: "We now leave our studio." "We take you now to" or "We return now to." i Please turn to page 112 I 102 SPONSOR ANTENNA IS 1530 FEET ABOVE AVERAGE TERRAIN PAUL BUNYAN would look like a midget • • • alongside KOIN-TV's gigantic new tower • • • Now, more than ever, KOIN-TV is your best buy in the rich, productive Oregon and Southern Washington area. Towering 1530 feet above average terrain, KOIN- TV's antenna is the highest west of the Cascade range from Alaska to Southern California! This ultramodern antenna incorporates the latest possible advancements to assure advertisers the finest picture quality possible. Maximum power too — 100,000 watts This big, new antenna combined with KOIN-TV's in- crease in power to the maximum 100,000 watts will deliver a consistent picture as far as 150 miles from Portland — completely blanketing 28 counties in this responsive, able-to-buy market. More than 185,000 sets are in use right now — and set sales are still booming. To reach the people with money to spend — to completely cover this rich, responsive Oregon and Southern Washington market — schedule KOIN-TV, Oregon's DOMINANT television station. Write, wire, or phone for complete availabilities or contact our national representatives, AVERY-KNODEL. INC. CHANNEL^ '^UfeA&fc^^ Oregon's DOMINANT Station Portland, Oregon 9 AUGUST 1954 103 WE PRODUCE RESULTS ! WILK-TV has consistently taken top honors as the "PRODUCINEST" television station in Northeastern Pennsyl- vania— the nation's 24th market. Here are just a few sales- packed success stories that PROVE our superiority . . . '%0mwto&w^ it***' LIBBY BRENNAN, of WILK-TV, is the ONLY local television personality with a national sponsor. Her community interest program, "LIBBY AT LARGE," is sponsored by the STUDEBAKER CORPORATION. It is the best STUDEBAKER salesman in this entire area. The local dealer reported that following the tenth show, there were 346 walk-ins and 28 actual sales of new STUDEBAKERS as a direct result of "LIBBY AT LARGE." This type of quality programming and smart salesmanship is synonymous with WILK-TV. On the twenty-second day of the recent running of "THE ROBE," the PARAMOUNT THEATRE of Wilkes-Barre ran a saturation program exclusively on WILK-TV. The excellent presentation of this program resulted in the theatre's largest gross except its opening in 1938. Kresge's local store uses WILK-TV's "Buckskin Jim Show" exclu- sively. The proven kid appeal of this program has been put to use in displaying their toy line. The store reports astounding sales results. Customers from as far as Mt. Carmel and Carbondale have come in . . . and bought ... as a result of the show. 1 ST IN POWER AND COVERAGE! Call or write AVER Y-KNODEL. Inc. • New York • Chicago • Los Angeles • San Francisco • Atlanta • Dallas These are only a FEW of the success stories that prove WILK-TV TOPS in coverage, audience and quality salesmanship. Our tremendous sales power is ready to serve YOU. WILKES-BARRE SCRANTON Affiliated with both ABC and DUMONT NETWORKS Nighttime 9 August 1954 SUNDAY RADIO COMPARAGRAPH OF NETWORK PROGRAMS Nighttime 9 August 1954 FRIDAY | SATURDAY RESULTS are the daily bread of our work... E STATION OF PERSONALITIE! WPEN dial 950 Represented Nationally by GILL-PERNA, INC. • New York • Chicago • Los Angelas • San Francisco ^^^T?j!^^^Tn^n^^^^^^» RADIO COMPARAGRAPH OF NETWORK PROGRAMS Daytime 9 August 1954 SOUTHWEST VIRGINIA'S IJt&Hee/l RADIO STATION This is our 31st year of SOUND SELLING to Roanoke and Western Virginia • 26 County Coverage wilt o WEEKLY audience of 118,540 famlliu — .. DAILY nuuVni,- of 92,070 familiei. • All week long, day or night, WDBJ'S share of tuned-in Roanoke audience averages 51 to 59\ Average tune-in: 7 a.m. to 8 p.m.— 24.91 ; 8 p.m. to II p.m.— 19.4%. #> An affiliate of the CBS Radio Network for almost 25 years. May we recommend your product to our friends? Sources — A. C. Nielsen Co. and Pulse of Roanoke WDBJ Established 1924 ■ CBS Since 1929 ROANOKE. V A TREE * PETERS. INC . National Kuan %ttli"~~ SUNDAY l^^^Hllls^^^ii^ii^^^H Lb^^I MONDAY TUESDAY WEDNESDA Y gffffl THURSDAY FRIDAY [jBi_I^a»j! ll :i-"aaal SATURDAY " a^^asasKl^l HhJb ■•**•■• Tar LAI nun. am* da* Radio BIM. r?a>r,; My trv* Mary Son*' o-f""'] O.F-8 U2» [.IM/f c"»£y» n B°bs:7"" . "iriffi^rj Sadfrvy* 10-11:51 Cat II Brtti n«v ShoT My true .tory Qadfray* 10-11:50 «'S»; My tnt. .t«^ V b! Slalcy »!(« irn alntm: FTIgldalre N "^7 L usb Smith rnlB iah' iiimimi'i r r »„,-_. , "*5" „ |>%Tu, ""S " Slnglur o., g*LAB zzz Allin Pr«K BrPdl. ttio Bank W*d. ""MM! Er.lr»"weSy"' Wada e';:!.. i;" jjl'.™, l™M!lei Labi"1* ■ /»-•'■'", Bslt !■■• City ntLfJBST Coll.rl*r'. I tarn *S8REESR Bataa $2671 L*a Bunntt H En u"n„ Colialn NL*B " Etty "-'",»—•, ^Hsr.1 Florida Cillino Collate Modern Romance! N.fl Bl™ll JoatinanUI Bk5 p£-a.K,s Jodlroy (cotifd) IKE alt 1 H Engle newi ^tto PlatttrttralM Robt Q Lewi. Nth! I."'..,,, 3BD0 11 ii : II 1 ■ :n ilordon Br.l ' SWAS ' \ I, ."'=•. N - mi K1" Sn!"t" E"l KV" ra"" E*L Rrar Since Em _E*e. Smce Ev^ Merry Mailman y„r JMrtV Your vNoldhbor-t Your ^hbor'. four Neighbor'. 3-Olty By Line afi Tha Chrietlai 1 In vtl.fl »ST"il 0 I 2 vsi i Comment*] BUj Queen For ■ di Coltjat* wff-S Queen for a day t;t, Mo.- no yr Mud ■ LAB .ui-en lor e da) .AN , see T v* .., , SS "°X2 Var m-f I P4Q iTory inlfflft"', Jahn T. Flyna, W.ih " mrT* mT^ . "Sr* . *5*" N m-r I m-t^o/mon) . "5*. Paulina Fredtric* N m-r L Wrangler. m-^ %e* monl 'aullne Frederick Down at co-op Holmosy. N tu-f L s- m-f L JfUE x MSA '"u"n,oF "™" "■' lur gal Sunday Xfl Court* of "'fi'iii H 250N H Hartla IIW n trios'" i S T j, " na jrEte P..I Hjm, .... Com o Ion 13250 ^'"JrT N°»HF" e.„,„™„... -*"i:MT I'",. -,£«r '■"'"—"■• Road 1 lit* C Fatter n«l -jr* »aul Hineyne.fi »!.,'"»,"'", "tF" ' »•-'- .A"r?d„?„"i, = p^,.. "■ST City Hatnltal Carter Prodi WON T lata* tUOO Onh ¥ (J,* Ktnil .-AN -5, L uSF'STi r rr*: Ted Ms lone 163N m-f I ef/S, r »7,r"; ■»>"£"', 5^75, Ray Healherlor. Sturm N m-( L THS r •«-"* j'aj^"" pforss Show Luthtrwi IsMir Lulharan Lay- 778lL L fiatham 1700 Unlvenlty of Chlnw c t "•,sr" lompten J.2850 Guiding light romplnn 1300O "■•ST* ,pB',H"? -..sr" ?£f,H-S; "'°€r" f£f,:HJr »\xr 'F.rHlr CaPn0b,il'-F.,l,l jafft, Guiding light PAQi dun. Ify H Conaton CaWptii"'nl™" •,saiddu' . 'ivr'fl rti""L. !'.',"« MaiaH Dr. Oral ffttart. HeallM W atari MSH 1 Whit. |IMO 3" t 1 Th* Cathallr Var "" I »°.3S* YAR ™ CS0OC nlik'-s -..sr "-.^r ,M(J!nr,rl.°r™" Wonderful City "■»r -„sr Ooo Fd. BAB. YAR L„.tS_.„» -..SK- "" ofsi""" N ^T" L VrKr "°.X* TpSjST Sam Hayet. newt NLAB -,.sr' ,„,K'S..; ■ imt PAO: lid* ITSN m-f I 'S'.sr PPAO."idaB n,H-'E, pm M"'™ Or Thorn*. Wnu Chorrolot ' C-f On a Sunday ™ Wuh* "°* I Gan Mtc fiourt PF9 m.w.f IM00 Martin Blot. Shaw a i 1*3-1 W LAI Nor. Oral,*; Ert.tot-Myeri, W*0 ' J300O Wondwlul city 13000 trk m-f iaB-» N LdtT 3» Show m-f I.35-* Brighter day NLAB * " 30 Shnw f LAT Martin Black Shew Wonderful City r-e, «i 1T9N m-f 1 Y4R I1B50 Brighter day Brighter day . Sammy K.vV. 1 ■ Sunday ran ^ G.'llah.r) ° U S Marlm Band Golden Hour ,-w'Va, Hllltoo htru.0 UITh: ilki-iltn Rubr Mercer 1B3C ^m-f I. ;«&^« sHeS Ruby Mercer N w-i L * ""p*o ™ *" »""ffC WmJo Ruby Mercer N m-f I T3rr ;w';i Show N m-f L trsc" Ruby Merrer rsr an Q.E * t-tioz "Mr BBDO "m,w,f lb leoou Kellma Co LB ihare 16001 ^S- rCeT"«I Co- 173H 8:lfl-S0 T Mil,. A Bur. 1 Htjur If tiMtlll' W H-n.tt tit*. CBC Symphony J"^ pB?.t3 Pepper Young BAB pIF(Si,'3' BAB "** m0"' Farm Newt H ",,n"'" , Mall Bag N tn -f I S»*St.'"4 "'"•£.?r; PIq^Tum Mike A Bun* Moll Bag pjs: *-.«;' Mall Bag S m-r L "iS ffi"S Rt t* happlnet* PAO: draft. (Id* On t> Sunday CBC Symphony Weekend Betty Crock*! m.w.f 4:25S0 No inl-irt '""•rr* p"*^*-^ Dor*M Boll No netwoTi "ST Baokitagt .l(. PAG: rhior. toil Batty Crocker -vy B™?r Bach >tage wile PAO: cheer, teal Reed Browning B, m-f L Dom« Bell N 1 -25-S0 T| ■-SF* Shew PAD "Sir *m.'i Selty Crocker Newe 4:00-9 PAO che.r im sT ' i Oo-ritlttr. Mush N 1 Saint, t* IM Waih i Mm MeOoire Shn ■ssr -I..I haor H n.wi.1 Bdntr ■■<■■ 2K0H I ."Sn""", Mutual Hmt* Bfeaaj N m-f T Btnitaff0Srni £,^S rl':>V"" ~" Mutual Muil* Rhythm on the Road Jo* Kati 1 W Tnamathm ffiffii .P-M-t Banditand J—J", W't™^ c7"" Banditand N m-f T N m f I 8l"ln« BD™« H B"nd,,*nLAT' »;;»; a'i.n'.n e "T-r=;.«, ) tn-r I ||[^= Banditand ■MM SBIW 12S00 »B:::sB ss bSw"" °°"'P N ""^f55'6 L H Rhythm on the Read iti. th*rf*w P«rpenle: WO W**fc*nd »u,tln Klgllnger »^r «.iinB-». Bate* ' f2S0O amiln Klullnger "VrSS- S C Johoion tsar W! "'..sar1 Juit Plala BUI •.Ultlrj Kipllnger: W..h m-f L NT.r JU,t PIllS BUI Art A Dotty Todd Bobby Benvtn ihUer.'""' m"'. jrd'ns" , Waih U9* iL *" 1 i ' (a."* H oi-f I s "H3. cm^Cr,1™'rno0| Todd u"c^if.li'",M ArtT^-3,l,' r Page Farral II Pay* t>~k7 M>rrl*d nw Thra* Plaoi N 1 C*tll B™n a decide what lens to use: '2) position the lights: (3) follow focus: i4^ set camera blocking and many other duties. CAMERA NARRATING To use the camera to supply information to the viewer which otherwise would have to be supplied verbally. 'See also Aside. ) CAMERA OPTICALS Photographic ef- fects which can be made in the camera as well as by optical printer. 'See Spe- cial Television Wipes Section.' CAMERA REHEARSAL Similar to a dress rehearsal in stage vernacular where all talent is present and in 112 SPONSOR IN THE GREATER SAN FRANCISCO MARKET • ••you cover more on CHANNEL 4 KRON-TV COVERS THIS BIG MARKET... • With a population of 3,600,000 • Spending 4' 2 billion dollars annually on retail purchases • The eighth largest in set ownership ...SO COVER MORE ON CHANNEL 4 FREE & PETERS, INC. • NATIONAL REPRESENTATIVES BECAUSE CHANNEL 4 PROVIDES • Maximum legal power operating at 100,000 watts • Highest antenna in San Francisco at 1441 feet above sea level • Low channel frequency insuring stronger signal • Top-rated NBC and local programs SAN FRANCISCO U 9 AUGUST 1954 113 costume and the complete production tot by cameramen for final check- • fore telecasl CAMERA REPORTING Televising a ram that has not been particularly adapted or planned for television. Also called newsreel reporting. CAMERA RIGHT-LEFT Indication of direction in a setting as viewed from the point of view of the camera* CAMERA SHOTS Definitions including vertical framing, plus abbreviations and related directions and symbols. (See Lenses.) (1) When referring to people: Head Shots Only the head, also called a BCU. Shoulder Shot Shoulders and head, usually a CU. Bust Shot Center chest, shoulders and head. Perhaps a MCU. Waist Shot Waist, center chest, etc. Also AMS. Knee Shot Knee, etc. (Cut just above knee.) Full Shot Entire person. Long Shot Shown from a distance. (2) For objects or groups of people: (Thesp terms were formerly used to describe shots of people also, but in this instance they are being replaced by the more specific terms listed above under No. I.) CU — Close-up Narrow angle picture limited to object or part of one object n. stead of a scene. No background. BCU or TCU — Big Close-up or Tight Close-up Very narrow angle, usually just one feature of an object or subject so that it completely fills the frame with no extraneous material. MCU — Medium Close-up Medium angle picture showing object and limited amount of background or setting. MS — Medium Shot Wide angle show- ing objects and related material. FS — Full Shot Shot revealing all parts of objects mentioned. LS — Long Shot or Establishing Shot Full view in which figures or objects are smaller than frame and sensation of distance is achieved. FoS — Follow Shot or TR-TL — Truck Right-Truck Left To follow the talent by moving camera and dolly usually, but sometimes this decision of how to follow talent is left to cameramen. RevS — Reverse Shot or Reverse Angle Shot Meaning to pick up same subject or object as an existing camera, but from an exactly opposite angle; used for emphasis and changed viewpoint. 2-S — Two-Shot Composition performers or objects. of two 3-S — Three-Shot Composition of three performers or objects. The above two terms have an entirely different mean- ing on the West Coast where directors use them to indicate to cameramen the number lens on the turret to use in pickups. (3) Associate and miscellaneous cam- era shot variations: DI-DU — Dolly-in, Dolly-up Camera Is moved toward talent for closer shot while on the air. This requires smooth coordination between the dolly man and the cameraman as cameraman must keep performers continually in focus. Dl is also confused with dis- solve in. (See DIS or Dissolve.) DO-DB — Dolly-out, Dolly-back The cam- era is moved back by cameraman or dolly man. Movement must be smooth; ctherwise it results in a jerky picture sequence on the air. Again, camera- man must keep performers continually in focus. PR. PL — Pan Right, Pan Left Camera is turned horizontally to right or left over a scene, set or group, the camera- man keeping the people in focus. May involve the turning of the camera or may involve dollying. Pan shots are used to establish individuals in close- up in a group, the camera moving over Strong Pull -""... keeps viewers tuned to KMJ-TV FRESNO • CHANNEL 24 the FIRST TV station in California's San Joaquin Valley KMJ-TV pioneered television in this important inland California market. The strong pull of top local pro- gramming plus NBC and CBS network shows continue to make it this area's most -tuned -to TV station." KMJ-TV is your best buy in tJic Valley. Paul II. Ratjmcr. National Representative •KMJ-TV carries 21 out of the 25 top-rated niulittime programs, 6 out oi the Id top-rated daytime shows in tlie Fresno area. (March 1964 ARB report I 114 SPONSOR WHAT TIME IS GREEN ? In color television, the colors on the screen are determined in a special way. A reference signal is sent and then the color signals are compared with it. For example, when the color signal is out of step by 50-billionths of a second, the color is green; 130-billionths means blue. For colors to be true, the timing must be exact. An error of unbelieva- bly small size can throw the entire picture off color. A delay of only a few billionths of a second can make a yellow dress appear green or a pale complexion look red. To ready the thousands of channel miles in the Bell System television net- work for color transmission, Bell Tele- phone scientists developed equipment which measures delay to one-billionth of a second. Equalizers placed at key points along the network insure that the signals keep on one of the world's strictest timetables. This important contribution to color television is part of the continuing effort by the Bell System — which pro- vides the television network — to meet the industry's needs for color trans- mission facilities. To keep colors true in television, equalizers that correct off-schedule signals are put into place at main repeater stations of the transcontinental radio relay system. BELL TELEPHONE SYSTEM PROVIDING TRANSMISSION CHANNELS FOR INTERCITY RADIO AND TELEVISION. 9 AUGUST 1954 115 ADVENTURES OF BLINKEY ^L Newest and V M^^^^ radio ond tv V^^^^^ Officially Rated EXCELLENT by National Association for Better Radio and Television Top-rated for small fry between ages 4-12 • 26 Episodes completed 26 Episodes in production • First-run in all markets but 20 • Proved successful premium draw • FREE merchandising available * Integrated film commercials For TV or radio • Cost range $50 to $250 depending on market. • Wire, or phone today tor free premium samples: MURRAY KING, producer BLINKEY PRODUCTIONS INC. 106 West End Ave., N. Y. 23, N. Y. SUsquchono 7-4429 and centering on each in turn. Also used to establish the relation of per- il inner to objects TU-TD — Tilt Up, Tilt Down When cam- era is aimed up or down in a vertical plane, either to show objects above or below the action or scene. For instance, the height Of a man can be established by first showing the viewers a shot or close-up of the man's feet. Then by tilting up ut of your product in lui-ky sections of foui states (count 'em - South Dakota. \I i n ii« sota, [owa, Nebraska) . \inl oiu -i L^n .1 1 doesn't fad t n there. K KI < >'- forceful merchandising \% ill sel a pattern that'll give you a format for biggei sales in evei \ other market you w ish to milk. \\ ant that kind ol sales fire? Lei K I I ( > i-nite it for you. KELOv anil IKaillo Channel 1 1 - Sioux Falls, S. D. JOE FLOYD, President NBC (TV) PRIMARY ABC • CBS • DUMONT \ll( (Haiti,,) iflilintv 124 CONSUMER ADVERTISING Advertising which Ifi directed toward those people who buy a product for their direct use or satisfaction. CONSUMPTION-TYPE PRODUCTS Any 01 the products winch are consumed or used up for personal satisfaction as opposed to raw materials. CONTACT PRODUCER Usually an as- sistant producer furnished by station to assist director on a show. During rehearsal and at show time he repre- ■ ni the station network. CONTINUITY or CONTINUITY LINK ' 1 • The logical flow of action or smoothness of transition from one scene, set, story or idea to the next. Manner in which the individual scenes or shots are put together. <2> Audio or voice part of tv spot or program, or the complete script looking not unlike the pages of a play since it lists the speakers or actors and the lines they speak as well as camera shots, music, props, sets. Script applies usually to entertainment portion of show. CONTINUITY TITLE (Also called a bridging title.) Those titles which fre- quently come between two sequences on time periods. It may be worded to assist the viewer in tieing the story or action together. CONTINUOUS ACTION Situation or sequence in which the action goes straight through without interruption, cutbacks, or cut ways. CONTRAST Refers to the ratio of black to white portions of a tv picture. Pictures having high contrast have very deep blacks and brilliant whites, while a picture with low contrast has an over-all gray appearance. CONTROL ROOM Studio facilities room from which director, producer and technical men control the selec- tion, lighting, shading and transmis- sion of the picture. COOKIE A perforated flag with pat- terns such as leaves, branches, flowers which is set so as to cast a shadow on an otherwise uniform and monotonous surface. Cookies are sometimes opaque, sometimes translucent like a scrim. COOPERATIVE PROGRAM Those pro- grams frequently owned or controlled by networks which are telecast na- tionally and sponsored by a variety of advertisers, some local. COPY SLANT The style or manner of presenting a tv message in contrast with the substance of the message. COPYWRITER A person who writes tv advertisements. CORDING To tie films together at perforations in order to identify and organize sections to be processed, joined and edited. CORE The plastic or metal centers upon which film is wound. It is cus- tomary to store developed film nega- tives in rolls on cores, rather than wound on reels. CORNFIELD A studio setup employing a number of stand or drop mikes. CORNY Unsophisticated, simple, In- genuous, pure, innocent, genuine. COSPONSORING When several ad- vertisers participate in a single pro- gram and each advertiser pays a pro- portionate share of its cost. COST-PER-1,000 A figure used to e\aluate the over-all impact of a tv presentation determined by dividing the total cost of a program by the number of homes or listeners tuned in thousands. COSTUME DEFINITION Qualities in texture and design that make costumes stand out distinctly from backgrounds and surrounding objects. COSTUME PLOT A descriptive list of the costumes, clothes, hats, jewelry worn by talent. COUNTER Indicator on a film camera which shows how much film has been exposed or remains. COURTESY ANNOUNCEMENT To cred- it an advertiser whose program and or time is taken or 'recaptured" by the tv station or network for use for a special program. COVERAGE The area in which a sta- tion or network of stations can be heard according to accepted engineer- ing standards. COVER SHOT (1) A wide-angle tele- vision picture to alternate (for con- trast l with a confined close-up Extra scene photographed just in case it is needed. COW-CATCHER An isolated commer- cial spot at the start of a show but within the sponsor's alloted time which advertises a "secondary" product of the sponsor not mentioned in the pro- gram itself. CRACK A LENS Cover a portion of the picture with the lens turret. CRACK A MIKE Open a microphone. CRANE SHOT A camera mounted on the arm of a crane and moving through space, usually on a Sanner or Fearless dolly. CRAWK Vocal imitator of various animals. CRAWL or TITLE ROLL Barrel-shaped arrangement turned by hand crank so titles and credits move up regularly SPONSOR INVESTIGATING ? This is WAVE-TV's coverage area, based on engineering studies and mail response. KENTUCKY R rowl the data books if you wish — but THE way to find what TV station gives you the biggest audience in Kentucky and Southern Indiana is to ASK YOUR REGIONAL DISTRIBUTOR. Don't take our word for it. Pick up your telephone and call your distributors in Louisville — — and Evansville (101 air miles) —and Lexington (78 air miles). Ask each, "What is your favorite Louisville TV station?" This personal investigation will give you more real dope, at less cost, than any other "research" you can do. How about DOING it? WAVE-TV CHANNEL 3 LOUISVILLE FIRST IN KENTUCKY Affiliated with NBC, ABC, DUMONT NBC SPOT SALES, Exclusive National Representatives 9 AUGUST 1954 125 . . in RESULTS Advertisers experience proves "REX's" ability to produce soles . . . the most accurate measuring stick of any promo- tional effort. . . in VIEWERSH1P WREX-TV is fayore'd by viewers in the WREX-TV "Grade -A'" area by better than a 2 to 1 margin. This fact has been brought out in an extensive view- ership survey just recently completed. This dominant leadership results in a far lower cost-per-thousand . . . making WREX-TV your "best buy". Serving The Rockford-Madison Area j: WREX-TV 13 ROCKFORD - ILLINOIS NETWORK AFFILIATIONS nSj»ABC REPRESENTED BY H-R TELEVISION, INC. from bottom of screen to top and dis- appear. CREDIT Commercial passages, either Bight or sound, in the playing script which mention the advertiser or his product, or acknowledge sources and ownership of various program material. CREDITS or CREDIT TITLE Title placed at the beginning or end of a tv pre- sentation recording the name or names of talent, technicians or organizations concerned in show's production. CREEPER or CAMERA HOG Talent who can't hold position and inch close to camera or mike during show. CREEPING TITLE (See Crawl.) Title which moves slowly upwards on the screen as it is being read. CRISIS That point in a dramatic pro- duction when the forces in conflict can no longer avoid a meeting or a showdown. CROPPING To trim off or mask out a portion of a photograph or slide. CROSS-CUT To alternate in camera angle so that when shooting two in- dividuals for a split screen or com- posite shot they face each other. CROSS-FADE (Audio) Where effect, sound, music or otherwise is faded out while simultaneously another sound is faded in. This technique is commonly used to make transitions between dra- matic scenes. CROWFOOT Device, usually three- legged, placed under camera and tri- pod to prevent slipping. CRUTCH Any hand prop used by a performer (cigarette, cane) to hide nervousness. The old malady of too many hands with no place to put them. A poor substitute for a good actor. CU Close-up shot. Narrow angle pic- ture. (See Camera Shots.) CUCALORUS-CUCKOOLORUS-COOKIE A screen or filter used on a television spotlight to create a special shadow, shape or design on a backdrop on a blank wall. Some of the designs are: Dante: Fiery pattern Coldy: Sun effect Maixie: Fluffy Ozzie: Circular effect similar to tar- get rings Venie: Venetian-blind effect CUE A line or signal by sight or sound for the start of show, music, narration, action. CUE IN Generally a production term used by sound engineers or other con- trol room personnel, a direction from the control room to the studio to "cue in" some action. CUE BITE To start your speech or ac- tion before the previous talent has finished his part. CUE SHEET An orderly tabulation of program routine containing all the cues and frequently all the hand props. CUE SHEET TIMING Where the com- plete script of show has exact time in- dicated at which different actions take place and the exact time allowed for those actions. CUFFO Donated work or talent with- out pay, or on the cuff, sometimes on speculative basis. CUMULATIVE EFFECT A term desig- nating the theoretical building up of goodwill and desire for a product or service through a series of radio, tv or other advertisements. CUMULATIVE TIME Also sometimes called running time. Total time elapsed since show hit the air. CUSHION Dialogue, music or sound of variable length inserted in a pro- gram to enable director to use or de- lete to end show on time. CUT An order to stop all action or specific action such as "cut camera". (See Cut-To under Camera Shots.) CUT BACK To return back to previous action or something previously shown. CUT-IN '1 i Local copy inserted in a network, film, kine. or live (but not local) show. <2) Shot of any object which is inserted into action of scene, such as a teleeram, news item, a clock. Also known as insert. CUT ON MOOD To switch camera shots on stimulated feeling or at- mosphere. CUT ON MOTIVATION To switch cam- era shots according to action. CUT-CUTS — OVERS (A) Lengths of shots not used, cut-outs and whole shots or takes not used. Overs in films may be retained for library. (B) When applied to animation, the use of small cut-out figures, usually jointed, which by means of calibrations may be made to assume successive positions prescribed in a shootine scriDt. When photographed a frame at a time, they give the illusion on the screen of con- tinuous movement. CUTS Portions of program script which can or are to be eliminated be- fore (or even during) the performance. CUTTER After the editor decides how, where and wh°n a film or kine is to be cut and joined the cutter then carries out the mechanical part of the editing process. 126 SPONSOR No matter how you look at KTVU 's market**- IT'S IMPORTANT! Any one of the following three areas is an important TV market by itself! COMBINED - - population - wise - - they total California's third largest market! tlllllllllllliniMlimilHMIHItlUllinilllllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIII ■■■ItUIIIIIIItrllllllUIllllllltllllMIlUlIIIIIlllllllUllllllJtllllHUlUllitlUIIII tilllltlllllllDIIIIIIIIIIIIllIMIINlllllllIIllllllU Illllllllllll IIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII1IIIIIIIIIIIII1IIIIIIIIIIINIIIIIIIIIII SAN JOAQUIN COUNTY 1. Unduplicated coverage of San Joaquin and Stanislaus counties Stockton San Joaquin County 227,000 Population 92nd market out of top 100 (NBC research) Add Stanislaus County 144,000 Population Combined Counties 271,000 Total Population Combined San Joaquin and Stanislaus counties would equal a market 63rd (estimate — out of top 100 Sales Management) Add SACRAMENTO COUNTY 2. Sacramento county 336,000 Population Sacramento 72nd market out of top 100 (Sales Management) Add Alameda — Contra Costa — 3. Continuous counties- — partial and full county coverage — Sutter — El Dorado — 13 counties — pro-rated Placer — Merced — Solano — population total over 400,000 Population Tuolumne — Glenn — Yolo Calaveras — Colusa — Amador tiiiiiiiiiiiniiiniiiiimitiiiiwiiiiiuiiiiiiiiiiiiiuiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiii^ mini iiiiiniiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiii Grand total within 111 VU S effective signal area!!!! over 1,000,000 population!!!! over 100,000 UHF homes to date!!!! KTVU 36 NBC-TV One-Half Million Watts From Half- Mile in the Sky! I % VV Reprvsvitted bt/ George P. Hollingbery Company 9 AUGUST 1954 127 covers That's right! [n southwestern Penn- sylvania, 1 buy covers 3 mar] wh.-n that din- buy is WJAC-TV, Johnstown. You get the buying- in i nded Johnstown area PLUS Pittsburgh and Altoona! No idle claim is this . . . Hooper shows W.I A I' TV . . . FIRST in Johnstown (a 2-station market) SECOND in Pittsburgh 3 Bta1 ion market) FIRST in Altoona 2 station market) It you want to enjoy the sunshine ■ •( more Bales — and not get burned on your budget— choose the 1 that rs 3 ... Cct full details from your KATZ m.in! 128 CUTTING The elimination of unde- sirable motion, film or action to reach a finished product. CVC Chorus, verse and chorus of a musical selection. CYC Nickname for cyclorama, a can- vas backdrop usually hanging in folds around edge of studio to simulate broad reaches of distances or various background effects. D DAMPEN THE STUDIO To introduce sound-absorbent devices like rugs, dra- peries into the studio to perfect the quality of sound; also, to apply fixed sound absorbents such as spun glass to walls, floor, ceiling to absorb sound. DAMPING CONTROL A control which aids in removing the horizontal distor- tion bulge which may appear on the left side of picture. DAWN PATROL Engineers, announc- ers, talent who put on the morning programs at tv station. DB Delayed telecast of a live show . Denoting a limitation of the angle of reflection, radiation or acceptance. DIRECT VIEWING RECEIVER Most prominent type of tv receiver where picture is viewed directly on the end of the kinescope tube. (To hv continued in next issue) SPONSOR NOVEMBER, 1953 — M and M Can- dies, through their agency, Roy S. Durstine, Inc., buys the half-hour Saturday morning kid show "Johnny Jupiter" on WSM-TV. APRIL, 1954 (6 mos. later)— M and M's business up 250% in this area, with jobber orders up as much as 600% in some cases. Don't take our word for it. Ask 0. B. O'Bryant, M and M's District Representative here. Then steer your clients with drooping sales and drag- ging inventories to Irving Waugh or any Petry man for the full story of WSM-TV sales boosting potentials. oefb' NASHVILLE > AUGUST 1954 129 COVER NORTH CAROLINA'S RICH, GROWING* "GOLDEN TRIANGLE" WITH WSJS TELEVISION CHANNEL fl© *A 24 COUNTY MARKET WITH RETAIL SALES OF $1,028,000,000 (Sales Management 1954 Survey of Buying Power) Interconnected Television Affiliate National Representative: The Headley-Reed Company UHF FACTS I < ontinued from page IT i inj; in the ' entral < itv of the market. In tin- i ase "I < ities thai gel strong fringe !<■• eption of \lif. like Atlantic (itv. thej are counted as uhf-onhj de- Bpite \ lit competition. I In term- <>f stations, at presstime, this i- the situation: There are 390 u stations in the I .S. and it- possessions. Of these, actuall) 373 are in the con- tinental I .S. and are commercial -ta- tions. Of this group of 373 stations, ll() arc uhf station- which means that about one out of ever) three commer- cial television outlets in tlii- countrj now on the air i- a ulif station. Uhi is also growing as a factor in the t\ home eounts. Last November, when \. C. Nielsen made a set count for CBS TV, uhf homes amounted to !\ of the tv home total. In January, Martin Codel's Television Digest set the mark at around 7.5%. Late last month, NBC TV made an unofficial guess that uhf homes now amounted to "aboul in', " of the total. This figure i- -till growing rapidly. The BLTM \ calculates that aboul 2H', of all tv re- ceiver- now being manufactured are geared for uhf as well as vhf. The number of cities in which uhf and vhf stations compete directly, apart from any "outside" competition, i- likelj to go up. By the FCC's 1 Julv count, there were 58 uhf channels in M of the top 100 markets still going begging. Since all of the first 35 and about 7.V i of the rest of these top 100 markets have vhf outlet-, opening up of these uhf channel- will create addition- al intermixture. Summed up. the situation looks like this: 1. I hi i> < urrentlv in more than four out of 10 U markets, and the fig- ure is likel) to go higher rather than lower. 2. About one in L0 t\ home- in the U.S. is alread) equipped to receive uhf. 3. Uhf is far from being an ubiqui- tous Factor. But it i> in so main mar- ket- that sponsors can hardl) avoid making "Shall we bu\ uhf?" decision- am more. Conversion: This i- the great buga- boo thai faces the uhf broadcaster in intermixed area-. It has its basis in the fact that a \hl set can't receive uhf signals without modifications in antenna and tuner. Ill a llhf-onl) mar- ket that i- untouched by vhf signals of an) kind, the problem doesn't exist; everybody buys an "all-wave" receiver Ol one thai i- adapted for uhf before it's sold. But in a market where a uhf station goes on the air in competition with an existing and popular \hf sta- tion, viewer- mu-t be persuaded one wa\ or another to add a converter. I hf i- thus at a disadvantage; viewers must plunk down any where from 125 to 1100 to add the new program Bource. How quickl) viewers convert de- pends on how much incentive there is to do bo; nobod) can force viewer- to add a uhf tuner. Roughly speaking: 1. Where there is plenty of program choice on \hf channels, viewers drag their feet in making the change. Some- time- even if the uhf carries network -how- viewer- aren't quick to convert \ prime example of this i- W FPG- 1 \ . a uhf outlet that recentlv suspended operations in Atlantic Citv. Although the station started out with all four networks, it ultimately lost 33 half hour- weeklv ol network -how- through cancellations. Said the station: "Super- power metropolitan market vhf stations ciU mile- from Atlantic Citv established a concept of coverage generall) satisfy- ing tdev ision \ iewers. 2. Where network programs shift to a uhf outlet in an area where view- ers cannot get the same shows on near- ly \hf outlet-, the -torv is quite dif- ferent. Timebuyers make da\-to-da\ decfc -ion- based on conversion figures such as those published b\ American Re- search Bureau. ABB. which has made four studies of intermixed vhf-uhf areas, reported recentl) that where a uhf station i> in against one existing \hf station, in si\ months there'll be an average of 65.4^5 conversion. Where the uhf i> in against two \hf outlet-, the figure drops to K).4< . W here the uhf competes with three or more vhf out- let- the conversion rate in six months i- onlv 27.5* i on the avera Station- urge that t\ buyers should no mure use conversion percent blindl) than the) should use rating! the sole yardstick in buying a station. "A conversion percentage." uhf sta- tions -av. "should always be viewed in the light of 'percentage of what? Obviousl) a uhf station that has achieved W< comer-ion in a market of 50,000 t\ home- i- not servinj large an audience as one that has got- 130 SPONSOR ■ 1953 289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages SPONSOR The magazine radio and tv advertisers use SPONSOR builds on a solid basis. Our policy: turn out useful issues and the advertising will follow. This common-sense approach to tv and radio trade paper publishing has appealed to station advertisers increasingly since our first issue in November 1946. Our promise for 1954: new, improved use departments, more use articles for buyers of radio and television. 9 AUGUST 1954 131 ten, Baj I" ' < conversion in a market ,000 h familii I'll, growth potential oi time Biota • hi ulif statioi - the ulif operators feel. . .ii- i. rablj \noard. This means a substantial increase in real income, in the standard of li\ing and in the market for the goods we can produce.** HENRY B. ARTHUR Economist Sicift <£- Co. Chicago in the market we have all four net- works. We have a primary affiliation with CBS and expect to retain it." From a uhf station president in the Southwest: "One helluva problem." If Your Product Is Worth Talking About ... It is Worth Advertising On KRBC-TV Abilene, Texas Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS From l\ JTV, Jackson, Miss.: "Basic affiliation with CBS and national rep- resentation li\ the Katz Agency show thai uhf Btations can be recognized and can be treated with equality where the individual station'- etforts and stand- ing earn that ro Ognition." From a v.p. of a California uhf sta- tion: "We have no network affiliation problems. We are a basic ABC affili- ate and current!) carr) man) of the top CBS programs. There has seemed to be some reluctance by some network sponsors to enter this uhf market; how- ever, this too i- rapid!) breaking down.' From an executive of a Texas uht outlet: ""Network officials seem to feel that people watch \hf and horses watch uhf." From the general manager of a uhf station in Kentucky: "We are unable to get a basic contract. Ml programs carried had to he submitted to one of the vhf stations in town, first on a live then on a delayed-broadcast basis, be- fore consideration could be given to our outlet." From Arthur L. Gray, station mana- ger. U I UK-TV. West Palm Beach. Fla.: "No problems as yet. We are presently affiliated with ABC and Du Mont. \ \hf is < oming into the market \er\ soon and so far we have no indi- cation of whether we will lose our net- work to the vhf station." / roni II illiam F. Craig, v.p. of WLBC-Tl . Murine, hul.: '"We were able to obtain affiliation agreements with all four television networks. To this end. we prepared a great amount of factual data concerning population, incomes, retail sales, etc. It was our premise that a television market must be considered not from the size of the city from which its programs originate but upon the population, retail sale-. etc. of its potential coverage area. I believe man) of the stations that have claimed to have difficulty in obtaining a network affiliation perhaps may not have properh presented their case to the network-." Outlook: W hat's ahead for the com- mercial future of uhf? There are indications now that uhf ma] get a helping hand from govern- ment After the recent series of Senate subcommittee hearings on uhf in Washington, the problem has !•■ handed to the FCC for further study. A special committee i- expec ted to be formed soon to look over possible n 132 SPONSOR ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR The magazine radio and tv advertisers use 9 AUGUST 1954 133 ^ ■hiiffling of uhf and \hf frequencies to ^■i\c man) ulif Btationa a more competi- tive position. bid, there ai<- moves afool i" remove the exciBe tax '>n all- wave (uhf-vhf) h receivers, allocate "booster" Bub-stations t<> uhf outlets I.. i increased coverage and to Btep up the number of t\ stations anj one I i oad< astei can ow n to include more ulil stations. On the advertising front, agen .in- beginning to place more Bpot and network l>u-iness on those ulif outlets which are alread) showing sizable au- diences, conversion rates (in mixed markets) and competitive costs-per- 1,000. There's practically no indication ;ui\ where that uhf, as a whole, is going to fall. On the other hand, the signs -rem to point toward a continuing growth of ulif along the lines of its present development. Time, most ex- perts feel, will solve many of the pres- ent uhf difficulties. For some broad- casters. time may bring a cruel solu- tion: bankruptcy. But for most uhf Nations time will bring an opportunity to improve programing, both national and local, and to win a firm foothold in the tv advertising medium. * * * WTR1 ALBANY SCHENECTADY TROY^ deliver® 93,515 UHF Sett 32 w/L SEE YOUR HEADLEY-REED Man DOESKIN ON THE AIR [Continued from \>. Lewis on radio runs: "I've discovered that main times, what we tliink of as luxuries are actu- ally economies. That'- certainl) true 134 SPONSOR of wonderful Doeskin dinner napkins. They're much heavier, much stronger . . . and much more ahsorhent. And it it is just these luxury qualities that make these napkins truly economical. Because a Doeskin dinner napkin doesn't crumple ... or fall apart in your hand. And it will never leave lint on your dark clothes. It's strong enough to last and last . . . from the start to finish of the meal, you need only one Doeskin dinner napkin." In addition to its network efforts, Doeskin has tie-ins with over 50 audi- ence participation shows on radio and tv stations all over the U. S., has been able to obtain additional retail distri- bution on the strength of these shows in many markets. (For instance, in Grand Junction, Colo., the KEXO quiz program Money for Music paved the way for retailer support by giving away and plugging Doeskin products. I Actually, broadcast advertising is nothing new to Doeskin, has played a big part all along in the firm's con- sumer approach. In the words of Doe- skin president, Emanuel Katz, "Air media have been the backbone of our selling campaigns ever since the Doe- skin name was adopted. We used spot radio to introduce it and were very happy with the results." (Doeskin tis- sues first appeared in 1947; the com- pany name was changed to Doeskin Products, Inc. — from San-Nap-Pak Manufacturing Co. — in 1949.) The air media used at the outset were both spot radio and local tv. The firm started in radio in 1947 using jingle announcements on a few sta- tions. In 1949 it started to buy partici- pations in such programs as The Housewives' Protective League in ma- jor cities (such personalities as Paul Gibson, John Trent, Lee Adams). The McCanns on WOR, New York. Mar- jorie Mills in New England. Doeskin liked these programs because their products "got a good 'personal' com- mercial from air personalities who had an extremely loyal audience of wom- en.' All in all, the Doeskin message was heard in about a dozen cities on these programs over a period of about two years. Also in 1947. the company dipped , an experimental toe into tv in New ^ork, using Jack Eigen in an earlv- evening interview show on WABD for ' a few months. It was in 1949 that Doeskin started to sponsor the very articulate Eloise McElhone in a 15-minute stanza on \\ \15D (later on in the sponsorship, the show was switched to WCBS-TV I . This venture proved quite successful for Doeskin, especially since Eloise was quite willing to supplement her on-the-air support with merchandising efforts for her sponsor. She went all- out, made personal appearances at large stores, at super market opening* and other places Doeskin felt would be advantageous. There were special gim- micks on each occasion, like giving a prize to the first customer who could spot Eloise in the crowd. Naturally there was much attendant publicity, which Doeskin didn't mind a bit. Doeskin was so pleased with Eloise that they wanted to run her show on more stations. So they made kines of the program and started to place them on from six to eight stations in major cities — in all of which they were then also using spot radio. But there were flies in the ointment. First of all, the kines were generally poor quality ; then the time they managed to clear on the stations was often quite undesirable — late at night for example. (Doeskin prefers the daytime hours.) The firm sponsored Eloise until early 1952. Then, just about that time feeling a growing need to expand its advertising, it made its initial network tv venture. It took participations in the Today program on NBC TV, let Garroway extol the virtues of Doeskin to morning viewers for about 11 weeks. Then, in the spring of 1952, Kleenex slashed retail prices, Doeskin launched is distribution-building "Crusade for Profit" to retailers, subsequently bur- geoned into full-network tv and radio. What do Doeskins chief competi- tors do on the air? For Kleenex tis- sues and paper napkins. International Cellucotton has been using the Arthur Godfrey morning program, two 15- minute segments a week on a simulcast basis, (CBS Radio and CBS TV) plus one extra segment weekly on radio only. Scott Paper has two network tv shows working for its Scotties tissues, Scot-Towels and Cut-Rite wax paper: Omnibus on CBS TV, for the third straight season, and My Little Margie on NBC TV, which it picked up in Sep- tember 1953. Doeskin keeps a careful check on its competitors' activities so that the company is always aware of new methods of advertising or new promotional gimmicks they may use, or any big increase in their sales. For Doeskin the future looks as rosy as the color of its tissue box. It cur- rently has a sales staff of over 70 field salesmen and seven regional managers, plans to expand this sales force in the near future. It boasts about 3,000 distributors and 200,000 retailers all over the U.S. Its plants, states the company's 1953 annual report, are op- erating, for the most part, 24 hours a day, six days a week to keep up with ever-increasing sales. Plans are in the works to set up production facilities on the West Coast (in addition to those in the East I to handle the rapidly ex- panding business they are doing there. To tell its story to consumers, Doe- skin will continue to rely on air me- dia, regards its broadcast use as part of a coordinated marketing program. The company sums up its advertising philosophy thus: You don't need a "zillion" dollars to put in advertising in order to become a national product, as long as you use ingenuity and are prepared to back a sound policy. * * * the Hght pitch j I id Sunset Blvd.. Suite 203 Hollywood 28. Calif. Hollywood 5-6181 Ad-ver-lis-ing set to mu-tic for ra-di'O and T-Vl 9 AUGUST 1954 135 DEPARTMENT STORE ' nued li om page 15 > affiliate. \kc to cus- tomers in the store. Each interview was . ondui ted as the customer was <>u tlie point nl leaving llic -unn ana area h here tesl men handise was sold i 1 1 the inten iewer was unabi'e !o interview everyone who showed . n interest in the merchandise, respond- ents were i hosen al random and the numbei "I < ustomers missed was noted. Tlie customei being interviewed is first told that a survej is being made in the store. Then the inters iewer, to help break the ice, asks the customer 1 1 In or she has shopped in the store before. Nexl the customer is asked if he or -lie knew about the test merchandise before coming into the store. If the ROCK ISLAND, ILL. CBS FOR THE QUAD-CITIES is favored by location in a 4-city metropol- itan area, surrounded by 10 of the most pro- ductive rural counties in the nation. Over 95% of all families in this area now have TV sets. (264,800) Lcs lohnson V.P. and Cen Mgr. WHBF TEIC0 BUILDING, ROCK ISLAND, ILLINOIS liprtsenlid by AveryKnodel l*c. respondent answers "yes," the inter- views asks how he found out about it. As a check on the respondent's an- swer, he is asked what he remembers about the adverting. I nless the ad- vertising the respondent saw or heard can be verified bj his description of the advertising, the answer is not counted. \- another check, the customer must tell when he -aw or heard the advertis- ing. Othei questions: Did the customer buj the men handise advertised.'' Did he bu\ any other merchandise in the same department? Does the customer live in-i I m .' 2 2 B W,,l I | e 2 6 I in VI numbei «'t announcements (varying li ngth The radio schedule com SI] 1.40. Vftei the test period was over re- Bults of the interviewing were tabu- lated. Here are highlights of the Sarong girdle -urvey results: Radio produced 39 prospects or 33.1 ' i of the traffic. Newspaper produced 11 prospects or 9.395 of the traffic. Both radio and new -papers produced six prospects or 5.1% of the traffic. Prospects who neither saw the news- paper ad nor heard the radio announce- ment- totaled 02 or 52.5ft of the traffic. \\ ben it came to actually buying the advertised girdle the influence of the spoken word was more strongly dem- • narrated. Radio customers bought 28 girdles of the total girdles dol- worth 38< lar volume. About 72' { of the radio prospects bought girdles. New -paper customers bought only -even girdles — worth 10.6 r'< of total girdle dollar volume. About (<]■'} of the newspaper prospects bought gir- dles. "Both customers 1 those attracted bv both newspaper and radio advertis- ing! bought -i\ girdles — worth 7.9% of total girdle dollar volume. Thus 100^5 of the "both" customers bought girdles. "Other customers 1 those who had not seen the newspaper ad nor heard the radio announcements I bought 28 girdle- worth 43.5^5 of the total gir- dle dollar volume. Onlv 45^5 of the "other' prospects bought girdle-, how- ever. \mong other trends noted in the -urvey of the girdle customer- i- thi- one: Trallic generated bv the radio adver- tising was rather substantial on the verv first day (11 prospects or 28.2 of the day's total 1 and increased over the next two dav- 1 12 prospects on I ue-dav for .'-54. .V '< of day's total traf- fic and 10 prospects on Wednesday or 36. 1 .d the day's total traffic). Newspaper - generated traffic, how- ever, was insignificant on the day the paper appeared i onlv one prospect On the second dav -i\ prospects came in as a result of the newspaper ad '17.1', of the dav'- total trallic i. By the third dav. however, returns from the new-paper trallic were dropping off i onlv four prospects, or 9.1^5 of the traffic, compared with 36.4$ for ra- dio*. The interviewer noted that several 136 SPONSOR prospects, representing about 8.5% of the total respondents, reported seeing Sarong advertising in national maga- zines. The other nine surveys made in Hale's generally followed the same pattern. In six surveys radio did sub- stantially better than newspapers; in two surveys, radio and newspapers did about the same; in two surveys news- papers did slightly better than radio. The 10 items which were tested ranged in location from Hale's base- ment to the third floor. Test items in- cluded the following: Men's sport shirts, women's suits, girdles, women's coats, draw draperies, women's night- gowns and p.j.'s, bras, men's white dress shirts, dinnerware and women's swim suits. Newspapers did a slightly better job in selling the men's sport shirts and the women's coats. Radio and news- papers were tied when it came to sell- ing men's white dress shirts and the women's nightgowns and p.j.'s. The nightgown advertising expendi- ture, incidentally, was not evenly split between newspaper and radio. Hale's decided to run the newspaper ad in color which added S70 to its cost. Ad- ditional radio announcements could not be bought because the stations were sold out. In spite of the extra cost and use of color, radio actually did slightly better in selling the nightgowns; 24 radio listeners bought them as com- pared with 21 newspaper readers who bought the garments. Nine of the newspaper "test" ads run during the studies were part of a larger Hales advertisement on the same page. The one ad which stood by itself (it was for draw draperies) did very poor indeed, generating only 20 prospects, of whom onlv seven bought the item. Radio, on the other hand, generated 51 prospects, of whom 30 aciually bought the item. Radio's share of the dollar volume amounted to 57.7% while newspaper's share was only 16rr. The newspaper ad couldn't be considered too small, either; it was 70 column inches (more than three full columns). For the same cost ($260), 57 radio announcements were bought. Of particular interest to retailers, perhaps, are the results of Hale's lingerie advertising on radio. In addition to the Sarong girdle survey, Hale's tested a $5.00 Peter Pan bra. Radio outpulled newspapers. The exact results: Radio brought 15 people into the ( orset department i 26.8% of the total traffic), of whom 12 bought bras i worth 38.8% of total dollar volume). The newspaper ad induced 1.0 women to come into the department (17.8% of the total traffic), of whom only four actually bought bras (worth only 11.8% of total dollar volume). I here is a growing trend among re- tailers to use women's lingerie in their radio advertising. The Hale's brassiere cop) i below) and the girdle cop\ on page 44 both use the direct approach in selling — much the same way that lingerie manufacturers use magazine and newspaper advertising. The Hale's radio copy for the Peter Pan garment went like this: "'Ladies! Confidentially, you must have experienced some worried and tortured moments in an ordinary wired bra. Now, at Hale's. 9th and Kay, Peter Pan, makers of famous Peter Pan Foundations, has created a wired bra that brings you peace of mind and takes all the pressure off sensitive areas. The Peter Pan Freedom-Ring Bra is a wired bra that when unfastened the cups spring towards each other. This unique, spring-away-from-the-body ac- tion is the scientific secret that elimi- nates all irritating pressures! Now you can flirt with glamor and wear those off-the-shoulder summer dresses, sun suits and evening gowns with com- fort. A Freedom-Ring bra cannot slip or slide. Ladies — the Peter Pan Free- dom-Ring bra cannot be compared with any other bra ever made and its available in two styles — sizes 32 to 38 — A, B and C. At one low price of just $5 — you won't believe it until you wear a Peter Pan Freedom-Ring bra. Hale's second floor, corset shop, 9th and Kay. [Pause] Note: Charge accounts close the 25th. Buy the Freedom-Ring bra — charge it — and you won't have to pay until June!" Joseph B. Ward, president of ARBI. had this to say when asked by sponsor about Hale's use of radio: "I want to point out that it is possible to advertise items such as lingerie on radio and to do it as effectively as in newspapers. Some people think that radio cannot advertise such items as lingerie . . ." "There is one peculiarity about radio advertising that seems to get lost some- where in the shuffle. I've felt for a long time from our experience with these studies that radio should be a more personal medium and the copv should be talking to the one woman in the audience. In other words, when the announcer reads the copy he should sound as if he was talking to one woman. This is particularly important where style merchandise is concerned." Ward has these conclusions about the Hale's ARBI studies. 1. Based upon the 10 studies in the same store and upon equal dollars for advertising, radio was slightly more effective than the merchant's newspa- per ads in providing traffic at the point-of-sale. Therefore, if the newspa- per is worth its dollars' worth of ad- vertising to the merchant in terms of traffic, radio has an equal if not better value. 2. More radio customers purchased merchandise, and purchased more mer- chandise than did newspaper custom- ers. 3. "Both" customers (those attract- ed by both radio and newspaper ad- vertising) were small in number as has happened consistently in ARBI surveys. The overlap in Sacramento, therefore, between radio and newspa- pers is negligible. 4. Among "Other" customers (those who neither heard nor saw the adver- tising!. 4)5.2% of the traffic produced FIRST First in Viewing Audience Place your Kansas television budget with the station that from the very beginning, geared its programming to build loyal viewing habits. Buy this atten- tive audience on KTVH and derive more impact from repeated sales messages. See Your KTVH Sales Representative Today! CHANNEL | 12 KTVH HUTCHINSON -WICHITA VHf 240 000 WATTS CBS BASIC -DU MONT -ABC REPRESENTED BY H-R TELEVISION, INC. COVERS CENTRAL KANSAS 9 AUGUST 1954 137 1 <.iil\ 2 1 I ' , ol the dollai i olume ; then fore, i ustomers nol i ea< bed bj any advertising provided onl) one-fifth the dollar volume. 5. During the Hale's Bei ies custom- ers //"/ rea< bed b) radio would mosl likel) have been in the "Other" < ate- l'mi \ . ;i substantial loss to the Btore in cic>ll.ii volume. (>. I here is an ear-minded market miuI an eye-minded market, and it takes both radio and newspaper to I. ,i li the entire potential market. 7. Saturation of announcements on ki-\ days as used in this series <>l stud- ies proves nine again thai retailers can use radio effectivel) t<> sell merchan- dise in competition with any medium. Referring to Hale's study, Ward said the \I.KI tests were onl) one part — Inii probabl) the most important part of a three-month radio "trial l>\ Hal—. Ward said that Kevin Sweene) of I'. \P> was instrumental in getting 1 1 ale - to ti\ radio. The store decided to invest $7,500 in a three-month test of the medium. The ARBI tests were made to ui\e store management a real measurement ol the use of radio. "The TV link in the Heart of the Nation" KHOL-TV's SIGNAL COVERS 30% of Nebraska's ENTIRE FARM MARKET with UNDUPLICATED TV COVERAGE SRDS Consumer Markets. 1954 333E8 'X ™ Channel 13 ™" X MiiKIR TV, INC. I he loin radio stations carr) ing Hale's advertising paid foi t li<- \RBI test. I In- department >tore had allo- i ated the Btations $7,500 to be used anj wa) the) wanted. I he stations decided to invest the full amount in time and pa) For the \RRI research themselves. BAB, besides helping to get Hale's to u>e radio in the first place, worked w itli the store in impro\ ing it- radio cop) . Net result <>f the Hale's test? For the first time the store is going to use radio on a stead) basis and as part of it- regular promotion. This has never been done before. Hart Lyon, manager of Hale-, said the decision to use radio on a permanent basis ($2,500 a month beginning in September on k\o\i was directly attributable to the result- ol the \RBI sur\e\s. He said the findings were of such \alue that Hale- felt it should not turn its hark on the conclusions hut should use radio in addition to newspapers. Leading retail stores in Sacramento, besides Hale's, include Eastern. Joseph Magnin. Bon Marche. Sears. Roebuck, Weinstock Lubin, Montgomery Ward. J. ('.. Penn) Co. and Roos Bros. Hale- i- part of the Californian department store chain of Broadwa\- Hale. Biggest -lores are in Los Angeles i The Broadway i and San Francisco (Hale Bros.). Ward told SPONSOR that the Hale- study was especially useful because it combined several separate surveys involving a variet) of merchandise. "In many stores," said Ward, "we have made only a single survey, or at most two, and very often these sur\<\- have not been sufficient to change the opinion of management and more par- ticular!) of the advertising managers in changing their opinion of radio. I believe a series such as Hale's in one store can be quite helpful in indicating where a change might l>e beneficial." W aid also referred to a series of sur- veys made for Block & Kuhl Stores with headquarters in Peoria. This i- a chain ol P) department stores through- out Illinois and Iowa. "We made a series of \RBI surveys for this chain in five stores, Ward said. "Block & Kuhl i- a continuing user of radio and has been since the \RBI surveys were made. Vgain, these \RRI surveys were the factor in getting Block S Kuhl to change it- opinion about the use of radio as an advertis- ing medium." Vnothei department store which has benefitted from the ARBI studies, said Ward, i- The Bon Man he in Seattle, where \RBI 8UTVey8 were made over a long period of time. "Just recent!) The Bon Marche finall) accepted the principle of 'ver- tical saturation and has been using a tremendous number of radio announce- ments in short period- of time. -u< li as a weekend, with the result that the -tore moved substantia] quantities of merchandise —more so than an\ other combination of media." Ward disclosed. New \RBI surveys are contemplated in Portland. Ore.. Vancouver, B.I Wilmington, Del.. Charlotte, N.C., and Miami. Fla. ARBI also is working on u studies, has done several radio-tv- newspaper surveys. Last fall \RBI experimented with a special i\ vs. newspaper -eric- to trv out some tech- niques to cut the production costs of t\ for retailer-. This series "was highly successful," W ard said, and a new series now is being prepared in Seattle for further testing. W hen \RBI first began making sur- veys lour years ago the firm's operat- ing expenses were much higher than they are now. VRB1 now charges about $500 pei survey. Where the number of surveys i- such that they can be made in one store in sufficient number. ARRI can reduce the price even further. Broadcast Advertising Bureau, which worked with the Sacramento station- in getting the Hale's radio activity lined up and which persuaded Macy's New ^ ork to invest $10,000 in radio this pasl spring for a special promotion (both projects, as indicated before. were successful), now is working with department -tores in 35 market-. \ BAB spokesman said the organization would go into even more markets "wherever there is a major market and B \B member stations." Big markets in which BAB currentl) is working with member stations in lining up department stores for radio include Chicago, Los Angeles, Detroit. Washington, Baltimore. Seattle and Portland. BAB is interested not only in the dollar re-ults produced by radio adver- tising but also in working with the radio stations and retail stores on good radio merchandising. This includes cop) resean h and study, when to schedule both sales and announce- ments, which items pull best over the radio, proper deliver) and other factor-. 138 SPONSOR SPONSOR has published four stories on A RBI. They are: "I say ratings are opinion— not facts," 31 May 1954, page 40; "13 questions retailers ask most often about radio," 9 March 1953, page 36; "You need both," 23 February 1953, page 40; "What pulls 'em in," 19 June 1950, page 24. Other recent articles on department stores and large retailers who use ra- dio and television include the follow- ing: "Department stores disagree on ra- dio, tv value," 8 February 1954, page 56; "Department stores clumsy in use of air media during newspaper strike: Foreman," 25 January 1954, page 10; "What did the New York newspaper strike teach department stores about the use of radio and tv?" 11 January 1954, page 74; "What happened on the air when N.Y.C. newspapers went on strike," 28 December 1953, page 30; "Why don't department stores use more radio and tv?" 30 November 1953, page 56; "Retail store uses own talent to pare tv costs," 21 September 1953, page 66; "R. H. Macy finds ra- dio success formula," 4 May 1953, page 22; "Robot retailing grows in importance," 23 March 1953, page 34; "How Sears in Tucson uses radio," 23 February 1953, page 35. ROUND-UP [Continued from page 73) with a successful suggestion on how to get the raise, he'd give the listener 10% commission. Hundreds of sug- gestions poured into Kemp's studio. Last week he presented WNEW's own- er-manager, Richard D. Buckley, with a fan's plea for his $10 raise. Whether it was Buckley's amusement or shrewd interest in listener relations isn't known — but Kemp got the raise. And he told sponsor that he'll be sending the lis- tener who told him how a dollar a week for one year as the commission. * * * The National Safety Council has presented its Public Interest Award to the Superman television series spon- sored by the Kellogg Co. The award was given for "exceptional service to safety." * * * No longer will the patois of broad- casting department personnel baffle other members of the Leo Burnett Co. For now being handed out to all Bur- nett employees is a 16-page "Glossary of Tv Terms" prepared by Gil Mc- Clennand and other members of the Chicago office broadcasting staff. Terms range from "AD — Assistant Di- rector" to "Zoomar Lens — Costly lens permitting rapid and smooth zooms. Extremely effective for outdoor specta- cles." * * * Although the astonishing popularity of table model and portable radios has been spotlighted recently by radio manufacturers and retailers, people are nevertheless still interested in high- fidelity console models. At Magna- vox's press showing of its fall line in New York, a group of $600 and $700 console radio-phonograph combina- tions were prominently featured. The radios — many of them priced consid- erably higher than some of the firm's television sets — were "designed for growing market of quality-conscious people who aren't satisfied with the conventional table model radio," a Magnavox executive told sponsor. "People may be satisfied with a porta- ble at the beach," he said, "but they want a beautiful console radio in a handsome cabinet for their living rooms — along with their tv sets." * *- « Plans are being completed for the first national "Best Salesman of the Month" contest to be conducted by Broadcast Advertising Bureau. Seven judges now are being selected and this group will choose the monthly winner. Any of BAB's 850 member-stations can enter the contest. The "best salesman" will be chosen on the basis of (1) im- agination used in making the sale, (2) obstacles overcome in completing the sale and (3) time volume involved in the sale. First award will be for sales completed in August, for which the deadline for entries will be 10 Septem- ber. •::- * * Construction of the 1,572-ft. KWTV, Oklahoma City, tv antenna tower is chronicled in pictures and prose in a promotion piece going to agencies and sponsors. Text says the tower will be the tallest man-made structure in the world. It will weigh 1,323,92 pounds. The triangular tower will be supported by 24 guy-cables which vary in diam- eter from one and a half to two inches. The tower will carry nine 1,000-watt flashing beacons and 18 obstruction lights. • • • & njQJMh SENOR HOOPER! We've been told your recent Hooper-rating says KIFN has many English-speaking listeners, too! T^sra*^ Of course, we knew KIFN was reaching 85,000 Span- ish-Speaking people . . . but it was a happy surprise to learn that KIFN's good programs and lilting, toe- tapping music have such a big English-speaking aud- ience, tool A "bonus aud- ience" our advertisers get "for free"! This "bonus audience" we dedicate to our honored friends, our roster of clients1. Si, Senor Businessman . . . your advertising, over KIFN should now be still more profitable! Your sales message will be reaching a wider, more varied group of potential customers. You'll share in a better- than-S20,000,000 market by using KIFN Central Arizona's only full- time Spanish-language station! ASK THOSE YANQUIS ABOUT KIFN! NATIONAL TIME HARLAN G. OAKES SALES AND ASSOCIATES 17 E. 42nd St. 672 Lafayette New York, Park Place New York Los Angeles, Calif. KIFN 860 Kilocycles • 1000 Watts REACHING, PHOENIX AND ALL OF CENTRAL ARIZONA 9 AUGUST 1954 139 RADIO STATION HUNTINGTON, WEST VIRGINIA SERVING 3 STATES I Irtiilnblv! CHILLS FOR THE WARM EVENING LISTENER SUNDAY THRU [ID/ 10:00-10:30 P.M. MONDAY THRU FRIDAY BOSTON BLACKIE" SUNDAYS "SEALED BOOK" ON VISAZ THE KATZ AGENCY National Representatives 5,000 WATTS DAY 1,000 WATTS NIGHT 930 KC O-,' llouartl J. MorgetM, advertising t.p. for Proctei & Gamble since L950, has been elected executivi v.p. in charge o) all I .S. apt-rations {except cellulose, ml mill divisions). P&G President .\eiJ McElroy attributed Worgens' election and promotion of R. Rowell Chase from ad manager to general advertising manager to: "growth <>< the company's business [which] has made apparent the desirability m putting increased management attention upon the diversified, competitive business oi our company" f'lliffip L. .Vfcfflffffl. head of radio and television for Campbell-Ewald, Detroit, has been elected to a vice president of the agency in charge <.. formed after Time, Inc. formally tool, ovei KLZ-AM-TV, Denver. following Ft < approval of its sale. Time paid $3.5 million lor the stations, which hat! been owned by tladdin Radio S. Ti. Inc. Roy I.. Larson, Time presi- dent, said there woultl be no change in personnel or policy and that the station would be managed and operated from Denver. Vew station manager is Phil Hoffman, formerly V.p. of KOITTI . Albuquerque. TELEVISION AFFILIATE WSAZ-TV Represented by THE KATZ AGENCY there's a Meredith Television Station in view! If you're looking for sales results in four of America's important- markets - Kansas City, Missouri; Syracuse, New York; Omaha, Nebraska; Phoenix, Arizona, contact the Meredith" TV Station. Meredith* TV Stations are long on SHOWMANSHIP, SALESMANSHIP and RESULTS! Meredith leLviticm Stations KCMO-TVlL WHEN-TVlL KPHO-TVlk WOW-TV KANSAS CITY, MO. SYRACUSE, N.Y. PHOENIX, ARIZ. OMAHA, NEBR. WOW-TV represented by Blair-TV, Inc. Successful KCMO-TV, WHEN-TV & KPHO-TV represented by The Katz Agency • J\ ii t^ Successful • Meredith Television Stations Are Affiliated with DCIICF tlOIllGS and I £11*1111 II £ and CarHpnc ^2 and Gardens 9 AUGUST 1954 Magazines 141 Spot radio's stature National spot radio today is at one and the same time startlingly success- ful in getting business — and under- recognized. Spot radio's billings have risen steadib during the years of television's greatest growth. It has recruited new- client!- rapidly. It has gotten results. But there are amazing gaps in the knowledge of some executives about the medium. SPONSOR hopes to clear up some of the misunderstanding with the article which appears in this issue starting page 31. It's an article we hope ad- vertising managers and account execu- tive- will pass on to sales vice presi- dents and other company top-rankers who aren't directlj concerned with ad- vertising matters. ActualK the problem of spot radio's under-recognition is one which is greatest outside the ranks of men who work with advertising intimately. The veteran adman doesn't need us to ex- plain spot radio to him. But the execu- tive vice president or tin- heads of your district sales offices are more like!) to need some bi iefing. One of the reasons spot i-nt i> n i - forml) understood is the medium's name itself. Since "spot" is used every- where— except in the pages of SPONSOR — as a word meaning short announce- ment, a lot of people conclude -pot ra- dio means using announcements. Of course that's not true. You can bu\ local programs; you can buj into por- tion- of programs. What really char- acterizes spot is not the form of time \oii bin but your great flexibility in choice of market and audience. When this and other important things about spot aren't understood throughout a company, stumbling blocks to the best use of the medium are created. The sales force mav be unexcited about word of a spot cam- paign because they don't understand its impact the way the company's ad- vertising people do. So we suggest vou spread the word up and down the echelons of your company with this issue's spot radio article. • • • The inside story Ever since Young & Rubicam changed its time and spacebuyers into all-media buxers. there's been keen in- terest in how the system works. How do you train a black-and-white man for buying radio and tv? How does one man see the salesmen from all media? What do buyers themselves think of the setup? The article starting on page 34 this issue answers these questions. It's an- other of sponsor's efforts to take read- ers inside offices where advertising is rreated and <_'et them facts they can use. We aren't interested in the type of article which might have been writ- ten bj a publicity man and which amounts to a tourist's eye view of ad- men at work. Our concept is: If \ou had time to visit an agencv other than the one you work in or work with, you'd want to talk to a lot of people all over the shop. You'd enjoj getting Borne of the over-all thinking of the president. But you'd also like to find out how the time- buyers and the copywriters operate. W c do what you don't have time to do. In the article this issue on Y&R oui exploring is confined to the media de- partment. But in previous articles r< cently we've covered the complete operations of Cunningham 1 Walsh and BBDO. Our writers spent their full time for more than a week at these agencies. In addition to interviewing agency people, writers worked on copy-writing assignments from the agencies to really get the feel of work- ing there. \\ e hope it's an approach all of our readers find as useful and as interest- ing as those who've written in with loudlv applauding letters. But we'd like more than orchids in our letter- to the editor. What agencies would you like us to go to next? What would you like to know about them? A note from you will help shape our reporting. In future issues we're going to go to other than agency operations. W e rr hoping, for example, to have one of the staff spend a week or more sitting next to an advertising manager and functioning as an assistant. Applause Heroes of the heat \ujll-t i- the lime ol war a lot of businesses -low down ami doze in the heat. Hut it's the roughest time of all wherevei radio and t\ campaigns are bought and planned. Tiniehuv er- par- ticularl) work into the night to make deadlines lor fall. Of COUl Se lli.it'- just our more of the things youi friends in other businesses will never get through their beads, 't on .in- alwaj - be ng kidded about life on the golf links if you're in the advertis- ing business. The kidders ought to get an opportunity to trj some 12- and 11- liour days working <>n fall campaigns. I hi- summer is particularly high- pressure in a lot of -hops because radio ami television activity is as hot a- the weather. Vdding to the campaigns which were planned wa\ ahead of time, too. are the usual after-thought-. W bethei it's a matter <>f necessity that ■ lor- it or just human procrastination, ever) agenc) is bound to jret at least one campaign that has to be thrown {( gether almost the daj it's to break. The men and women who take the pressure when the temperature's at it- hottest deserve more applause than the) u-uall\ get. Instead of adding any adjectives of our own. here's a -i; lion to management in agencj ami < bent offices. Now above all i- the lime to write that memo or letter of thanks for job- well done. 142 SPONSOR After only four months on the air WNEM-TV received official notifica- tion that CHANNEL 5, WNEM-TV has received the National Award from the AVCO Manufacturing Corporation in conjunction with the National Broadcasting Company for the most outstanding promotion and merchandising of all stations in the NBC Television Network. This award is for outstanding promotion and merchandising for the NBC Television Network Program, "Hit Parade" which is sponsored by the AVCO Manufacturing Company for Crosley Products. — Here's the know-how to make your sales zoom with WNEM-TV paid newspaper ads, paid radio promos, TV promos, and floor, counter, and window displays at the Point-of-Sale. SET COUNT - 205,160 POPULATION 1,000,000 wn€m-TVi NBC - DUMONT Senviw? SAGINAW BAY CITY- MIDLAND FLINT *W a(l oj HEADLEY-REED, NEW YORK, CHICAGO * MICHIGAN SPOT SALES, DETROIT JOHN H. BONE, General Manager me sin iw yuBB up in Kansas City- I'll/?- ^•.-r Aott **" " Reody in September... J 1,079-foot tower .... 3/6,000-waffs power As you read this page, work proceeds day and night on the new KMBC-TV tower and RCA transmitter installation in Kansas City. These new facilities make Channel 9 the undisputed BJG TOP TV station in the Heart of America. The predicted 0.1 mv/m cov- CH*NNEL P predicted o IMV M contours erage map, prepared by A. Earl Cullum, Jr., con- sulting engineer, shows how KMBC-TV increases the Kansas City television market by thousands of additional TV homes. JOPmost torn With its tall tower and full power, KMBC-TV brings an entirely new value to television advertising In the Heart of America. No other Kansas City station gives you the unbeatable advantage of mass coverage plus the audience-holding programming of CBS-TV . . . the nation's leading net- work . . . combined with KMBC-TV's own great local shows. Get on the CHANNEL 9 Bandwagon NOW! Contact KMBC-TV or your Free & Peters Colonel for availabilities. choice FREE & PETERS. INC. National Representatives Basic Affiliate ONE OF AMERICAS GREATEST BROADCASTING INSTI- TUTIONS—Here Channel 9 (and Radio Stations KMBC-KFRM) originate some of the most ambitious local programming seen and heard in the Heart of America. TV facilities include 15-set TV studios, a 2600-scat theater, both RCA and Dumont studio camera chains, RCA film cameras, telops, telejectors, film pro- jectors, rear-vision slide projector, spacious client viewing room and two complete sets of remote equipment. Color telecasts can be handled from the new RCA 3 16,000- watt transmitter. ii The BIG TOP Station in the Heart of America Don Davit. Vic* Fftidtnl John J. Schilling, Vie* Prttidenl and Control Managtr hmiI im DmliA !♦'«• l/MPr l/nnrnr f'tixi Mirrnuri George Higgint, Vic* Prtsidtnt and Salts Monogor l/CDM *«r *U« C*„*« *f Urn, Kerne I n 0 C v" u. 2 0 magazine radio and tf advertisers use IROVIDENCE, RHODE ISLAND Represented by WEED TELEVISION Kepresenfe NBC -Basic ABC — Dumont — Supplementary ANOTHER CHANNEL 10 FIRST! Only daily live remote TV show in New England. Emceed by charming Nancy Dixon and Peter Carew (piano impressions and satire I with 3M's three- piece combo. All Channel 10s talent and celebs visiting Providence will guest. Direct selling to a tested women's audience from the area's leading hostelry, Monday through Friday, 9:00 to 10:00 a.m. Join us for breakfast, sample your products to 100- plus radiantly responsive guests in the Sheraton- Biltmore Garden Room. Their approbation will register for sure — because 1,120,925 sets in area give us 93°o coverage! Availabilities now open — call WEED Television. iy uictionary Handboot for Sponsors: Part II page 42 CANADIAN RADIO AND TV: 1954 special section starts page 75 A m the one TV station with 3 times the power of any in Atlanta! There's .1 new TV picture in Atlanta and you don't have to look hard to see where the sales are being made. It's WLW-A. Look at the new power — 316,000 watts. Lookal the new plant .'>(>.<)()< ) square feet in a dazzling modern building at Kill West Peachtree NE. Seating for 300 in Studio One. another L50 in Studio Two. The only Atlanta TV station with room for audience par- ticipation, live audience excitement. And then take a second look at WLW-A showmanship, WLW-A audience building, WLW-A merchandising to the point-of-sold. This is triple-power to tap the spend- ing as well as triple-power sending! Something your competition isn't overlooking. WLW-A, Crosley Broadcasting of Atlanta, Inc. Net tv's $400 Whopping $400 million by SPONSOR'S estimate will be spent by adver- million year tisers for time and talent in 1954 on network tv ($250 million time; $150 million talent). Shows are more costly; not counting colorcasts, network programs on average will be about 10% more mostly due to union and talent hikes. Lineups are longer; average station list will be 50-60% bigger in nighttime tv, even though basic "must buy" lists haven't grown. For detailed story on network tv this fall, see p. 31. -SR- TAC may count tv First count of tv sets under all-industry auspices may be out by next sets by next June June. That's tentative target date for Television Audit Circulation. Politz is studying method to be used, will finish late fall. Next step would be pilot study in city with at least 3 stations, one a uhf. Stations in 2 suitable markets have already pledged funds. NARTB is forming TAC but it will become independent entity. -SR- Virginia Dare in Virginia Dare wine is coming back to heavy spot radio campaign this spot radio again fall for first time in 2 years. Emphasis had been spot tv. Spot tv demonstrated impact but making good buys everywhere was too treacher- ous on seasonal basis, David J. Mahoney agency decided. Agency's seeking both day and night time for October start in 25 markets. -SR- U.S. radio sets Soon to be unveiled radio set study for all 4 am networks and BAB is migrating from tv expected to confirm migration of radio sets in homes to locations where they face no tv competition. Study by Politz will cost over $80,000, is first radio research to be done with full validation by American Research Foundation. Over 11,000 interviews were conducted on national basis. -SR- P&C ready for Long-range planning which characterizes Procter & Gamble's use of air British tv media again demonstrated in case of Great Britain's adoption of com- mercial tv. Queen signed bill authorizing Independent Television Authority only few weeks ago. But 8 months prior P&G had man from America in Britain instructing branch on U.S. tv methods. Actual start of commercial tv probably won't come till next summer. ITA won't sell clients shows; just participations or slots between shows. -SR- Don't waste mer- Are you getting most out of merchandising support from radio sta- chandising help tions? Tip from station sources is clients could do more to tie in. Sometimes salesmen aren't fully alerted to special store displays station has arranged, don't follow up to get bigger orders. Said one station man: "It's the hungry client who gets the most out of merchandising aids by stations." SPONSOR, Volume s. No. IT. 23 August 1954. Published biweekly b\ SPONSOR Publications. Inc.. at .",110 Kim Ave. Baltimore, lid. Executive. Editorial. Advertising, Cir- culation Offices 40 E. 49th St., New York 17. $8 a year in V. S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore. Md. postofflce under Act of 3 March 18T» in I'OH I TO SPONSORS tor 23 August 1954 Timcbuyers move to sales posts Drive to sell non-tv clients Canadian tv picture changes Canadian radio men confident Spot tv dollar figures coming? When Tucker Scott left HBDO for post as sales development manager at John Blair & Co., he joined long list of time buying executives who moved over to selling side. Including: Bob Reuschle, ex-McCann-Erick- son chief timebuyer, now sales manager, WHUM-TV, Reading, Pa. ; George Castleman, ex-v.p. Bermingham, Castleman & Pierce, now manager of sales development, CBS Radio Spot Sales; Mary McKenna, ex-Benton & Bowles time buying veteran, now research chief at WNEW. Tucker Scott succeeds Wells Barnett at Blair who moves up to assistant to the president. -SR- Non-tv advertisers may see their products in tv commercials if novel selling plan goes through at new NBC TV participating programs de- partment. Films would be made in which print advertisers see their own ads come to life. Original models used in ads would be sought out for roles in NBC TV films. It's all part of drive to attract new clients to network television via participations. _SR- Canadian tv picture is changing fast — so fast, that by beginning of 1955 about 75% of Dominion homes may be covered by tv. At present 13 video outlets are telecasting, 6 of them government-owned. Another 14 will be on air before winter is over. About 20% of Canadian homes have tv, with ownership concentrated. More than 75% of sets are in Ontario plus Montreal area with greatest density in the Toronto-Ham- ilton-Niagara section. Biggest tv centers are Toronto and Montreal, both with about 50% saturation. For other information on fast-moving Canadian tv picture, see this issue's Canadian section, beginning p. 75. -SR- Canadian broadcasters feel growth of tv won't hurt Canadian radio. They point out government is limiting number of tv stations and amount of advertising they can carry. This plus chance they had to get ready by observing U.S. radio-tv scene gives broadcasters confi- dence they can continue to increase audience and billings. -SR- Not generally known is fact N. C. Rorabaugh now reports on dollar expenditures in spot tv for P&G, Lever and Colgate agencies. Rora- baugh estimates market by market expenditures for 9 brand categories, including soaps, detergents, permanent waves, toilet soap. Spot tv expenditure figures have never been available previously and are among data admen told SPONSOR they would like to receive from indus- try. Liaison between newly formed Television Bureau of Advertising and N. C. Rorabaugh to produce spot figures for all products may be in the cards. ><■"■ national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Delaware. Lackawanna Blue Coal & Western Coal Co. NY Lever Bros NY Monarch Wine Co, Brooklyn. NY Monarch Wine Co. Brooklyn. NY Norwich Pharmacal. Norwich. NY Norwich Pharmacal Norwich, NY SSCB. NY 25-30 East Coast mkts Good Luck Margarine Hewitt. Ogilvy. Benson 5 Northeastern tv mkts & Mather. NY Mamschewitz Wine Emil Mogul Co. NY 40-50 tv stns Manischcwiti Wine Pcpto-Bismol Pcpto-Bismol Emil Mogul Co. NY 100-120 radio stns Benton & Bowles. NY 33 radio mkts Benton & Bowles. NY 8 scattered tv mkts Radio early eve min anncts: 7 Sep; 13 wks Tv: 20.- 60-sec film anncts; mid-Sep; 13 wks Tv: 20-. 60-scc film anncts: 4 Oct: 26 wks Radio: dayti min anncts: 20-30 anncts a wk; 4 Oct; 26 wks Radic: dayti mm. stnbrks: 10 a wk per mkt; 7 Sep; to end of yr Tv: 20-scc day and night; 7 Sep: 52 wks SPONSOR IMC ZuScitt n'tuPICK BLIND" IN SHREVEPORT! >ok at KWKHs HOOPERS! Shreveport has five AM stations, and all networks. This makes us especially proud of recent Hoopers — even though Metro- politan Shreveport itself represents only about 15% of KWKHs coverage! dok at KWKHs SAMS AREA! S.A.M.S. credits KWKH with 22.3% more daytime radio homes than all other Shreveport stations combined! Costwise, KWKH delivers 89.4% more listeners -per -dollar than the next-best station in the area! JAN.-FEB., 1954 — SHARE OF AUDIENCE TIME KWKH STATION B STATION C STATION D STATION E MON. thru FRI. 8:00 A.M. - 12:00 Noon MON. thru FRI. 12:00 Noon - 6:00 P.M. SUN. thru SAT. EVE. 6:00 P.M. - 10:30 P.M. 38.1 44.3 54.6 19.5 21.2 6.2 9.2 11.2 16.0 6.1 8.5 19.5 19.4 240 KWKH 50,000 Watts • CBS Radio I! A Shreveport Times Station I TEXAS REVEPORT, LOUISIANA ARKANSAS The Branham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager TEXAS LOUISIANA Use the B KBIG 3 low-cost XyADIO PRESCRIPTION to introduce NEW PRODUCTS in the Southern California Market II ula Highball of Los ; Angeles: "We believe the campaign we conducted on KlilG has been vers large- ly ^ l\ responsible f«>r the re- markable success of Hula Highball, both here and in San Diego. Our client's salesmen report the\ have had a great deal of favorable com- ment fruiii the grocer) trade. ?pe- cificall) mentioning KBIG." Ather- ton Advertising Igency From lb i. Maid Bread Mix ol Portland : "It i> the col- lected <>|>inion of Mr. I'.mil Lange, President; ofSturdi- \ ant-Walker, their brokers; and of this agenc) that the KBIG Stu Wilson Show has helped in get- ting u> distribution for Lange's Ho- Maid Bread Mix. KBIG is the only radio station which we will be using during the month of May to August of this year." Arnold Blitz Adver- tising Oilier products as different as A-l Beer and Mar\ Ellen Jams. Dog-E- Stu and Trader Vic's Dressings, in- troduce new brands to Southern Cali- fornia's six million via KBIG. Rea- son? Absolutely complete coverage plus rates low enough to allow satu- ration on a reasonable budget. 10,000 WATTS at 740 The Cotalina Station KBIG GIANT ECONOMY PACKAGE OF SOUTHERN CALIFORNIA RADIO JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, California Telephone: Hollywood 3-3205 Nat. Rep. Robert Meeker & Assoc Inc. Claire kiircn. Western Advertising Agency, Los Angeles, feels that the 20-odd radio and seven tv stations in LA are not too many because the i harm ter oj the population is as dii ersified as tht programing offered by the stations. "I don't have to rely on rulings only," she comments. "This diversi- fication ninl.es it possible to select the stations whose programing attracts the specific, or general audience desired. Because of the competition, many of the stations are now providing merchandising plans, sales results into and other aids to buying media. \\ iii in hi Heinu'Wi/. Ted Hates. \eu York, is working lull-time to "replace displaced spot an- nouncements." "The trend toward network spectac- ulars planned tor tall is making it tougher to clear a u el, -in. week-out station I, real, schedule," Hill told SPONSOR. "Say you're planning to have a chainbreak on a number o) stations on a Saturday night at 9:30 p.m. A network spectacular would preempt that time every fourth week because of the policy ol selling co-sponsorship ol the show without announcements breaking in at station break time. Imtn's Duct). Cunningham & Walsh, New ) ork, points to the increased margin lor error in rating serines bemuse of uht set conversions. "Take an\ interview, be it telephone, real! or diary type, Jim told SPONSOR. "Suppose someone in a part- uht market has had channel .") converted to uht. I ruling serine interviewer asks him what he's looking at. The man might sas 'channel ">. neglecting to mention that it's his local uht Station." Despite this. Jim feels a Inner must COnsidei ratings in choosing between uhl and vht. f.oui.v KiMincdi/. Kenyon & Eckhardt, Sen ) ml., recently finished a Lincoln-Mercury announce- ment campaign out (>()() radio stations. This campaign uas a good example oj K&E s saturation radio philosophy in practice, "lor one thing, we prefer announcements to run on scleral stations in u market to putting tin complete budget on one.' Lou tolil sponsor. "In that way we feel that we ussure our message a gieater uudicm e turnover. inother guarantee oi wide coverage was out oi both early-morning and early-evening radio. SPONSOR tM H°fe!^erS II A SPECIAL ANNOUNCEMENT For the first time in its nine-year history, WSM's famous daily farm program, "Noontime Neighbors" is now being offered for sale. "Noontime Neighbors" (12:30-1:00 p.m. Mon.-Fri.) has been saluted repeatedly in the trade press and elsewhere as the biggest and best noontime farm show in American radio. Now WSM has decided to take a limited number of Grade A accounts on a highly selective basis — selective because on this show the products will automatically carry the powerful endorsement of WSM's Farm Department, headed by John McDonald, around whom the show is built. Also featured regularly on "Noontime Neighbors" are Owen Bradley and his band, Announcer Tom Hanserd, and regular Big Name guest stars from the Grand Ole Opry. Contact Tom Harrison at WSM or any Petry Man for further details. W5iW Nashville Clear Channel • 50,000 Watts 23 AUGUST 1954 14 AWARD AID 1 VE MONT TO TO I 14 new awards and commendations -including a Peabody. an Ohio State, a du Pont, and a Sylvania- were added to knxt's growing collection of honors during the first seven months of this year. And at the same time, Los Angeles viewers have been bestowing their highest awards on knxt. By their preference for its programs, they make knxt, month after month, day and night, the highest rated station in the market. Do you want to add to your trophies in Southern California? Then your most rewarding buy is CBS Television's key station in Hollywood: KNXT Represented by CBS Television Spot Sales YOUR ATTENTION to lli'iiiilrliiT WASHINGTON "The Apple Capital of the World" KPQs N.C.S. AREA rsf) GIVES YOU I]/ — - Washingtonleadsthenat.cn in apple prod«c1,onsthf dollar volume exceeos the California Orange. he- W«hington's lowest ^ 560, de/ivers BIG cnnl r3nch coverage 500,000 new acres in rn. ' ° pro-ti thai I've losl my perspective (and m\ ears have atrophied). Second, let me give you a concise answer. It- "Yes!" In fact, it -hould read: "And how!" I think radio needs vou. From what I've seen you are intelligent, imaginative, and persistent. You don't panic easily or give up readily. Radio need- these qualities todav more than ever. There's no doubt that it has been frightening to the pur- veyors of radio to watch the steady decrease of rating> and ! more important) the frequent lessening of advertiser dollar- made available for the medium. The glitter of television i- difficult to view without blinking. So naturally radio has been on the defensive of late and that makes it tougher to sell and to be sold. It encourages such uninspired sales approaches as the fact that there are more radio >ets than bathtubs. ( Bathtub-, you recall, are not much of a sales medium. ) The more courageous radio vendors try to face up to tele- vision. However, they often do thi> by knocking tv's "incom- plete" coverage, it- high cost and the resulting drain on m\- vertising budget-, the number of sponsors who have dropped the medium and such other "facts" a-: / Lore LliC) i- the number one -how but Camels -till out-ell Philip Morris. If the men who -ell -pace tor Better Homes & Gardens and the Vet< York Times took tack- such a- these, they'd be unem- ployed. Tin involved in a little project in radio"- behalf that I think might turn out to be fairly sound. We're taking a good look at the medium as if it were just in rented. \\ building a status report completely devoid of historical data. This mean- we will ignore such thing- a- the increase in seta since t\ came into the picture. We will not dwell on the lowered COStS of nighttime radio nor the -hock- withstood by daytime radio. We will avoid such statement- a- "to replace in-the-home Listening lost to television have come millions of [Please turn to page 56) 10 SPONSOR /, WWJ/WWJ-TV, together with the George P. Hollingbery Co. «/ve S o* rtW »^% y EDWIN K. WHEELER General Manager WWJ - WWJ-FM - WWJ-TV GEORGE P. HOLLINGBERY President George P. Hollingbery Co. Atlanta Los Angeles San Francisco 23 AUGUST 1954 TOP PROGRAMS ON-THE-AIR PROMOTION MERCHANDISING AIDS - "THE MARKETER" NEWSPAPER ADS TRANSPORTATION ADV. NEWS COLUMNS Clients and agencies all across the country are familiar with the hard-working staff of the George P. Hollingbery Company, and with the plus services offered by WWJ and WWJ-TV . . . with the carefully supervised quality of WWJ and WWJ-TV programs — the heavy schedule of on-the-air announcements that backs every show — the publicity resources of the WWJ stations — and such thorough merchandising aids as "The Marketer" which goes monthly to 3100 food and drug retailers. This combination of foresighted planning, comprehen- sive promotion and friendly client contacts has made the WWJ stations leaders in the Detroit market. Together, the George P. Hollingbery Company and the WWJ stations pledge themselves anew to give advertisers a full measure of support in every selling effort. UlUlv AM FM and UlUlvTV NBC AFFILIATES FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS National Representatives: THE GEORGE P. HOLLINGBERY COMPANY 11 Omaha, crossroads of the nation and hub of the KFAB-BIG MIKE area, is the fourth ranking rail- road center in the nation. Ten major railroads have a combined operating mileage in excess of 73,000 miles. These ten railroads operate some 96 freight trains in and out of Omaha daily. General Headquarters of the Union Pacific Rail- road are in Omaha as are the General Offices of the Chicago & Northwestern and Chicago Bur- lington & Quincy Railroads. The railroads have helped much in building the Nebraska market into one of the nation's greatest. Big Mike is proud that he is able to talk to the people throughout this area daily ... to entertain ... to keep them informed. Yes, and in turn to tell them about the products of many successful advertisers. Sure, you can find out more about the Nebraska Market . . . and KFAB-BIG MIKE from Free 6 Peters . . . or General Manager Harry Burke. :*&* Big Mike is the physical trademark of KFAB Nebraska's most listened-to-station \ \\ \\ \ 1 I / / / / / , "N wWWll///////^ FAB New and renew 23 AUGUST 1954 1 \ew on Radio Networks 2. 3. SPONSOR AGENCY STATIONS PROGRAM, time, start, duration Exquisite Form Brassiere, NY Junket Brand Foods, Little Crey Adv, NY CBS 125 Stop the Music; T evg, 15-min seg; 24 Aug; 26 wks Modern Romances; T-F 11-11 : 1 5 3m; halt-sponsor McCann-Enckson, NY ABC 198 Falls, NY each day; 31 Aug; 52 wks Miles Labs. Elkhart, Ind Ceoffrey Wade, Chi NBC 198 lust Plain Bill; M-F 5-5:15 pm; 27 Sep; '54-'53 season Rockwood & Co, Brooklyn, Paris & Peart, NY ABC 311 Breakfast Club; W, F 9-9:15 am segs; 6 Oct; 52 NY wks Seeman Bros, NY William H. Weintraub, NY ABC 325 Whispering Streets. T. Th 10:25-45 am; 14 Sep; 52 wks Toni Co, Chi Leo Burnett, Chi NBC 198 People Are Funny; T 8-8:30 pm; 5 Oct; alt wks Whitehall Pharmacal, NY |ohn F. Murray, NY CBS Stop the Music; T evg, 15-min seg; 7 Sep; no. wks not available Renewed on Radio Networks SPONSOR AGENCY Allis Chalmers Mtg, Mil- waukee, Wis American Dairy Assn, Chi Anheuser-Busch, St Louis Voice ot Prophecy Inc, Clendale. Cal Bert S. Gittins, Milwaukee Campbell-Mithun, Mpls D'Arcy Adv. St Louis Western Adv, LA STATIONS NBC 196 NBC 198 ABC 301 ABC 215 PROGRAM, time, start, duration Nat'l Farm & Home Hour; Sat 1-1:30 pm; 4 Sep; 52 wks Bop Hope Show; Th 8:30-9 pm; 28 Oct; '54-'55 season Sports Today with Bill Stern; M-F 6:30-45 pm; 13 Sep; 52 wks Voice of Prophecy; Sun 9:30-10 am; 12 Sep; 52 wks (See page 2 for New National Spot Radio and Tv Business) National Rroadcast Sales Executives NAME |ohn D. Allison John Asher Tom Barnes Amos T. Baron Stewart Barthelmess Perry Bascom William Baxley Stanley C. Boynton Jr lack F. Brembeck Roberta Britt fohn H. Brock Edward J. Chandler John Cleghorn John M. Clifford Kenneth B. Craig Hal Cranton Keith Culverhouse lerry Danziger John D'Auitolo Felix I. Didier lames W. Frost Richard L. Ceismar John O. Gilbert II lack Gould John Hansen Stuart I Hepburn Robert Hilton Robert M. Hoffman Richard G. Huntley Louis Huot Wallace Hutchinson Richard A. lackson Robert L. |awer Kenneth Johnson Sam T. lohnston |ohn ). "Chick" Kelly Marge Kerr Carter S. Knight Lila Lambert Daniel M. Lissance Sherman' |. McQueen FORMER AFFILIATION NEW AFFILIATION KGMB, Honolulu, radio local sis mgr KABC-TV, Hywd, prom & publicity dir WDAY-TV, Fargo, ND, sis mgr KABC, Hywd, mgr ABC Radio, NY, mgr radio stn clearance dept WIP, Phila, sis rep KABC, Hywd, sis rep Stanley G. Boynton & Son adv, exec Kaye-Halbert Tv, LA, adv, sis prom mgr WAVE-TV, Louisville, Ky, dir continuity WBTV, Charlotte, NC, sis stf FBI WHBQ, WHBQ-TV, Memphis, gen mgr NBC, NY, vp chg personnel CBS Radio, Hywd, dir bus affairs BAB, NY, asst dir natl prom WPIX, NY, dir sis presentations WTSK-TV, Knoxville. Tenn, prog dir O. L. Taylor, NY, acct exec Wright Patterson Air Force Base, procurement div CPRN, Hywd, dir sis prom f> adv Du Mont Tv Net, NY, bus mgr prog, prodn dept |ohn O. Gilbert Chocolate Co, Jackson. Mich, secy & treas N.Y Times, NY, radio-tv editor KCO, SF, sis mgr WUSN, Charleston, SC, sis rep Robert Hilton Co adv, NY, own agency WOR, WOR-TV. NY, mgr res WWOR-TV. Worcester, Mass, prodn mgr Indep film prodr KBID-TV, Fresno, sis rep LA WOR, WOR-TV, NY, bus news editor WPTZ, Phila. sr sis rep Daren F. McCavren. SF, sis rep WKRC-TV, Cinci, acct exec WPTZ, Phila, prom, publicity mgr Du Mont, NY, mgr new prog devel WTAC, Worcester. Mass, exec WKRC, Cinci, prom, publicity mgr Emil Mogul, NY, asst dir res Don Lee Bdcstg, comml prog supvr Same, radio sis mgr KNX. CPRN, Hywd, dir sis prom & adv WDAY, WDAY-TV, mgr KABC-TV, Hywd, mgr Same, sis serv mgr WOR-TV, NY, acct exec Same & ABC regl net, sis mgr, LA office MBS, NY, acct exec KABC-TV, Hywd, prom mgr WINO-TV, Palm Beach, Fla, sis serv mgr WBTW. Florence, SC. sis mgr TPA, Seattle hq, acct exec Same, aiso Gen Teleradio, vp, memb bd dir Same, admin vp ABC TV, Hywd, prog dir western div NBC TV, NY, sr writer net sis pres Same, dir adv & prom WTTV, Bloomington, Ind, prodn mgr WTRI (TV), Albany, natl sis mgr (hq NY) WING, Dayton, O, acct exec Same, mgr sis devel Same, admin asst to mng dir WKHM, lackson, Mich, mng dir; also vp, Jackson Tv & Bdcstg Co CBS, NY, information adviser KABC, Hywd, gen mgr WGAY, Silver Spring, Md, comml mgr CBS Radio Spot Sis. NY, asst mgr sis devel Same, dir planning & devel WMVT, Burlington. Vt, prodn dir Five Star Prodns, Hywd, vp chg client rels John Poole Bdcstg, Hywd, prom mgr Same, mgr publicity WTVH radio & tv, Peoria. III. asst gen mgr, sis mgr KNBC, SF. acct exec local sis WKHC. Columbus. O, sis mgr Westinghouse Bdcstg, NY. asst adv & sis prom mgr Same, acct exec WMTW, Mt Washington. NH. Bost sis stf WKRC. WKRC-TV, Cinci, prom & mdsg mgr NBC Spot Sis. NY. mgr sis devel & res CBS Radio. Hywd, asst dir bus affairs In next issue: New and Renetced on Television (Network); Advertising Agency Personnel Changes; Sponsor Personnel Changes; Station Changes (reps, network affiliation, power increases) A umbers after names refer to New and Re- new category- Wallace A. Ross Richard Jackson John J . ff alsh Tack Gould E. Montgomery (3) (3) (3) (3) 23 AUGUST 1954 13 23 AUGUST 1 954 \vn ii ml fi'tti'lf (T 3. Vafiotiai Broadcast Sales Executives (continued) NAME FORMER AFFILIATION lustin Miller |ohn Molcr Ernest W Montgomery I Art Mortcnscn Anne Nelson Frances O'Brien Frank Oxarart Alvin C. Pack William C Pend.ll |ohn T. Quinlan Leo Rosen Wallace A. Ross William T. Selander Alex Sherwood Gerard H. Slattery Fdward C. Smith Robert |. Smith Bob Stanford Richard Stark Richard M. Stone Byron Taggart Fred Thomas William T. Tynan Martin Um.insky Peter H. Wade loc Walhce |ohn | Walsh Melvin B. Wright NARTB, Wash, DC chmn bd & gen counsel WKY Radio. Oklahoma City. Okla. sis stf Montgomery Enterprises. Detr. owner Don Lee Bdcstg. Hywd. nat adv mgr CBS Radio. Hywd. assoc dir bus affairs Phil Davis Musical Enterprises. NY. pub rels. sis prom dir Radio-tv exec KVTV. Salt Lake City, dir prog opcrs Leo Burnett. Chi. tv buyer KGMB-TV. Honolulu, prom mgr WROW-TV. Albany, comml mgr SPONSOR Magazine. NY, special projects editor Crosley Bdcstg. Chi. natl sis exec Standard Radio Transcr. sis rep Nona Kirby < rep) . acct exec Minn Tv Public Serv Corp. Mpls. gen mgr Radio exec, publicist, publisher Tv performer. Dallas Du Mont Tv Net, NY. acct exec Audio-Video Recording Co. NY, acct exec WKRC. Cinci, prog dir WKRC-TV, Cinci. orom, publicity mgr Free & Peters. Chi. sis stf KAKE Radio, Wichita. Kans. sis mgr ABC Radio, NY, stn clearance contact WBAP, Ft Worth, publicity dept Dayton Tire & Rubber Co, Dayton, 0. adv mgr KCMB, Honolulu, radio mgr NEW AFFILIATION McClean. Salisbury, Petty & McClcan. LA U. firm i. of counsel Same, local sis mgr Screen Gems, central sis mgr chg new D' I KFMB. San Diego, mgr Same, dir bus affairs Coldswan Prodns. NY, pub rels dir & ace KFWB. Hywd, sis mgr Same, sis dept Free & Peters, Chi. tv acct exec KCMB. KCMB-TV, Honolulu, prom mgr WPTR Albany. Rtn mgr Box Office Tv. NY. natl sis mgr, closed orcu conf div WVKO. Columbus. 0. sis mgr Harry S. Coodman. NY. sis dir northeast US TPA. Boston hq. acct exec WTVH radio & tv. Peoria. III. gen mgr Du Mont Tv Net. NY. acct exec Southland Corp. Dallas, dir radio-tv prodn ABC TV. NY. acct exec eastern net tv sis stf Avcrv-Knodel. NY, radio sis stf WKHC. Columbus. 0 gen rr.gr WKRC. WKRC-TV. Cinci. publicity mgr Same, midwest tv sis mgr KAKE-TV, Wichita ion air this fall), gen mp Same, mgr radio stn clearance dept Same, dir publicity, prom & mdsg WKRC. WKRC-TV. Cinci; WTVN, WTVN-TV G lumbus coord dir mdsg. prom, publicity KCMB-TV. natl spot acct exec New Agency Appointments SPONSOR Battery Products Co. Oakland, Cal Cood Humor Co of Cal Michaels Bros. NY Plough Sales Corp. Memphis Taylor Wine Cn Hammondsport, NY Topco Assoc. Chi Shasta Water Co, SF Whitehall Pharmacal. NY PRODUCT (or service) Arro Lyte auto battery Good Humor ice cream Furniture chain Mexsana skin cream Taylor wines Food Club and Top Frost foods Shasta beverages Heather Liquid Creme Rouge 6 Cake Rouge AGENCY Ad Fried Adv. Oakland. Cal Warwick & Legler. LA William Warren, lackson & Delaney. NY loscph Katz. Bait D'Arcy, NY Russel M. Seeds. Chi Barnes Chase Co, LA Lynn Baker. NY 5. Sew Firms, New Offices, Changes of Address Ted Ashlev Assoc, NY, agent, radio-tv prodr, new address 579 Fifth Ave AWL and Colnick Assoc, Bait, merger of AWL Adv Agency and Leon S. Colnick & Assoc; offices 1101 No. Calvert St. B*lt 2 Benson & Hedges, new N< address. 100 Park Ave Clarke Brown Co. reo firm, new name for Airwaves Assoc; offices: 520 Lovett Blvd. Houston; 1000 Fidelity Union Bldg. Dallas Calkins & Holden, NY, re-established as name of Calkins & Holden. Carlock, McClinton & Smith Doyle Dane Bernbach, NY, mcrecr with Factor-Breycr agency. LA to function under the DDB name Ewe II & Thurber adv. new eastern office address 56 Crand St, White Plains. NY; prcv 270 Park Ave, NY Grant Adv. new office. Hulman Bldz. Dayton. O. headed by Vincent P. Black, vp, acct exec Chrysler Airtemp McCann-Erickson. merger of LA & Hywd offices in new hq at 3440 Wilshire Blvd, LA Ramsey. Stratton. Barley & Brown, new LA agency at 1585 Cross Rd: of World. LA 28. Ho 2-7471 Rogers & Smith. Potts-Turnbull. Kansas City, new namr • merger of agencies Rogers & Smith and Potts-Turnb»l Reggie Schucbel Inc., NY. new name of Wyatt & SckiKt agcy consultant Standard Radio Transcr Serv. larger quarters at old add" 360 N Michigan Ave. Chi Sykes Adv, new offices at 617 William Penn Place. PittAtrj Pa Television Snaoshots. new larger offices at 54 Park Aw, t Tv Prog of Amer. new NY offices. 477 Madison Ave, NY . PI 5-2101 Walker Reo Co. new Bost off, 80 Boylston St. merger » Bertha Bannan rep co WATV, Newark, new NY sis office, 6 E 45 St. NY 17 Warner 6 Todd, St Louis, Mo. new name for Warner b kv Weed 6 Co. Weed Tv Corp. new address. 579 Fifth Avt. » Weiss & Cellcr. Chi. new West Coast off at 355 No Im Dr. Bcv Hills. Cal, headed by Walter N. Hillcr )r. fen* ly with Toni Co WKNB, new address 1422 New Britain Ave. W. Hartford. Ce 4 V umbers after names refer to New and Re- new category Rob't U. Hoffmi I rani es < ' B John Cleghorn Tllll! trl V. John ishei John O. Gilbert John J. Kelly Martin I mansft ) John Molei 14 SPONSOR Our Afternoon Star Salesman BILL RILEY and he's another reason why KRHT-CBS DES MOINES Is Your Basic Buy In Iowa! Hooper Score: KRNT— 61 Firsts out of 67 Periods Our Man Riley • • • • Ears perk up . . . our switchboard lights up . . . when Bill Riley hits the air every afternoon. Yes — Something wonderful happens when he's running the show, because Bill makes things happen. Popular records — wisely selected — are the back- bone of the show, to be sure, but Bill Riley loads his hour-and-a-half with the extras that set it apart, make it sing, give it the sizzle that captures listeners and cops sales, that make it the only show of its kind in this healthy market. For years KRNT's Bill has been one of Iowa's favorite Personalities, but only recently he became KRNT's great afternoon super-salesman. Bill has many, many sales successes behind him. He's adding to that out- standing record every day. He'll move merchandise for you, too . . . he's got the big, responsive audience to do it. Don't waste time, time-shopping. You can buy KRNT with complete confidence. Your Katz man has the whole scoop on the fabulous Bill Riley story. Give him a call. THE STATION WITH THE FABULOUS PERSONALITIES AND THE ASTRONOMICAL HOOPERS! THE REGISTER AND TRIBUNE STATION REPRESENTED BY THE KATZ AGENCY 23 AUGUST 1954 15 ^PP it takes ^Itower and /I POWER to cover the Dakota area KXJB-TV gives you more of both lTQj/ MADISON bponbob invites letters to the editor. Address 40 E. 49 St., New York 17. FALL FACTS ll ... i ui red i" me thai the note I at- tached i«i the front < ovei ol the I all Facte issue of sponsor dated J n I \ I2tli should be passed on to you, too. Thai 2o;; page behemoth was passed on i ii Sales Manager with the fol- lowing message: "Please see thai all -air- personnel read and initial this i — ue. It'.- loaded!" Congratulations and best regards. Lawrence H. Rogers II Vice President & General Manager USA/, and VTSAZ-TV Huntington, 11 . I ". Your Julv 12th i-sne was wonderful. Your radio section is just what the doctor ordered — a con\incin» -tor\ for advertisers who have started to worn about the size of nighttime ra- dio audience. Please send us a half dozen extra copies of your Julv 12th issue or in the event that \ou plan to put your radio section into some re- print form, the reprint will suffice. Congratulations! \<)H \1 \X M \ I'THKW - WDIX Orangeburg, S. C Have just skimmed the eighth fall facts issue of SPONSOR and can onlv stand aghast at the monumental task which was accomplished so well. However, I would be remiss in my responsibilities to the many Spanish- language stations in the Southwest which we represent if I did not point out that the estimate given for Spanish- speaking people in the El Paso-Juarez area is incorrect [12 Jul\ 1954, Spot radio section, page 222]. El Paso count] contains 130,000 Spanish-speaking people. Juarez con- tains well over 1 00.000 more, and a \ci\ large number of these Mexican* regularlj shop in El 1'aso t it cost- but one cent to cross the bridge into II Paso). Suffice it to -a\ the market is big enough to warrant the first all- Spanish i\ station serving the I . S. (XEJ-TV). Might we also mention that the Ti- juana-San Diego trading area includes ipproximatel) 200,000 Spanish-speak- ing people. \ verj large percentage of the merchandise used in Tijuana and the rest of Baja California (Mexico) emanates from the I . S. since Baja California is cut off from the real of Mexico. Ma\ I a — uic SPONSOR and its read- ii- that on tlic basis of mv most re- i cut \ i-it to Beveral of the kev Spanish- speaking areas in Texas, and current developments at the national Belling level, sponsor's past estimates of in- creasing attention to this important part ol the 1 .S. market arc amplv j ustified. Arthur Gordon Sides Manager National Time Sales New York ALL-MEDIA BOOK Some ol our account executives and all of our ke\ media people have been following \our Mi-Media Study and have found it invaluable. The collect- ed issues are bein<: retained in our li- brar\ for general use. I would like a cop> of this material when it is released in book form, and am enclosing m\ personal check to cover. Please have it mailed to me. SPONSOR i> tops on mj list for up-t" date, worth-while information. Edith Curtiss Media. Director Rhoades & Davi* San francisco Congratulations on the July 12 isf of sponsor containing \our Fall Facts. I am enclosing our check for $16. Will you please send us four copii - the All-Media Evaluation Studv which \ ou arc now reprinting. \\ vi.tkk J. Rothschild General Manager Lee Broadcasting Co. Quiney, III. \ ou are to he congratulated on the vcrv comprehensive Mi-Media Studv which I have followed quite closer) foi several vears. M\ onlv regret is that spot and net- work were not handled as separate me- dia, technically, of course, spot and network are covered under a Bingle i /'lease turn to page 21 I 16 SPONSOR WgTJIgl ■fc/ f -~*u V ■r; 3 . . . happy on all accounts! Especially happy for these HPL accounts because The Housewives' Protective League draws big returns. Among the more than 250 current or recent users of HPL you'll find some of the biggest national and regional advertisers in the country. Many of them have been with HPL for years. Happy, too, for HPL because these sponsors have shared in making this year— our Twentieth Anniversary— an important milestone. During the past twenty years, they've helped us grow from a ha If -hour, one-station show to a sales-making program service on thirteen of the nation's biggest stations. And over these years, they've stamped HPL as "the most soles- effective participating program in all broadcasting!" To its many participating advertisers, The Housewives' Protective League wishes continued success and many more happy returns. . .measured in solid profits! THE HOUSEWIVES' PEOTECTIYE LEAGUE "The program that sponsors the product" 485 Madison Ave.. New York • Columbia Square. Los Angeles • Represented by CBS Radio Spot Sales MAMfft ■iM ' Trying To Reach Your Customers In KANSAS CITY? - SYRACUSE, N.Y.? - OMAHA? - PHOENIX? • Call on a Meredith* Radio Station to do the job for you. Yes, there are Meredith* Radio Stations in each of these important markets. These four stations have a combined total of 87 years of broadcasting experi- ence-an average of more than 21 years for each station. Take your sales problem to an experienced station • • a Meredith Radio Station! Meredith Radio Stations • •• KCMO KANSAS CITY,M0. WOWlKPHO OMAHA, NEBR. PHOENIX, ARIZ. KCMO, WHEN and KPHO represented by The Katz Agency "WOW represented by John Blair & Co. Meredith Radio Stations Are Affiliated with V$W\ HOIUGS and 1 3X1111 IIS Mage lazines and Gardens 20 SPONSOR heading of "Broadcasting," but the) are just as much competitive media as are newspapers and magazines. Certainly if \ou applied either spon- sor's or Young & Rubicam's perform- ance ratings to both network and spot, you would get an entirely different over-all rating for each medium. William H. Weldon President Blair Tv. New York • SPONSOL'a 26-i.arl All-Media Evaluation Se- ri«". will be published in book form this month. Price is SI eaeh. Uu may reserve your eopy not. by wrilins: to 10 Ka.l 49 St., New York 17. WEEKEND RADIO We should appreciate it if you would send us 100 copies of your reprint on weekend radio ["Weekend radio: are you missing a good bet?" Part I, 14 June 1954, page 36; Part II, 28 June 1954, page 33]. William A. Schweitzer Program Director WEBR, Buffalo Please send us 50 copies of your reprint of weekend radio. . . . M. M. Rochester General Manager KSEL Lubbock, Tex. May we have 25 additional copies? J. Arthur Dupont General Manager CJAD Montreal, Que. • Reprints of the two-part series on weekend radio eost 25c each. Quantity prices on request. RADIO BASICS I consider your publication of "'Ra- dio Basics" as the most important tool I have in selling time. 1 ou have man- aged in a very easy to understand and dramatic style to put over the fact that radio is vital, full of pep and ready to do any job that am advertiser wishes radio to do. "It's great to be alive — in radio." Please send 200 copies of "Radio Basics." Bill as usual. Joe Milsop Manager WCPA Clearfield, Pa. • Reprints of Radio and Television Basics may be obtained by writing to 40 East 49th St. The cost is 30c each. 23 AUGUST 1954 27-COUNTY CALIFORNIA (__^\/\u2>^v^^V^Sl~X^ TELEVISI '*■ **i— - "-T£ Oe^CaU- fi « VHF station in the j ndi £ such as The first v nr metropolitan °- > fovnia Valley^th .m ^ Modesto Sacramento, btocK rf ^ , • the second-largest maiket vhere * Reaching the seco 1SC0 Ba> a effective buying poNvei aie Francisco) ..h a top TELEVISION DIABLO, INC. 225 East Miner Ave., Stockton, Calif. 450 Ninth St., San Francisco, Calif. BLAIR represents K0VR nati o n a I I y ' J" -•• * / * ■ • ■ ^ ■ . <*f *>*; The stimulating coolness of a mountain brook and the vigorous summer selling of '«... Storer stations have much in common ... *£t»;---- - they both supply a refreshing pick-up - - during the hot, weary season. £ r<- ~J* ' .' ;/• **4 *iL^ *Tr ^ <• V 4 J^L- *• * / _ 1 r;""2 Kit ll 5 * ■ - •• STORER BROADCASTING COMPANY WSPD • WSPD-TV Toledo, Ohio KGBS • RGBS -TV San Antonio, Texas WJBK • WJBK-TV Detroit, Mich. WBRC • WBRC Birmingham, Ala. WAGA • WAGA-TV Atlanta, Ga. WWVA WGBS ling, W. Va. Miami, Fla. NATIONAL SALES HEADQUARTERS: TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr. 118 E. 57th St., New York 22, ELdorado 5-7690 • 230 N. Michigan Ave., Chicago 1, Franklin 2-6498 NO CLOSE SECOND to Cost per 1,000 Homes in the Big 60 County, 4-State KSOO Trade Empire 330,665 Interference-Free Homes in this Rich Farm Area I%ew developments on SPONSOR stories MARKET FACT NO.l O v e r 9 9 Vi % o f t h e households in our inter- ference-free coverage area have radios — and KSOO covers 65% more people than Sioux Falls' number two station. That's a big bonus for buying KSOO time! More lis- teners per dollar spent means lower cost per 1000 . . . 55.3% lower than the second station according to NCS Report. In going after sales in these rich farm states — schedule KSOO to reach more people for less cost. Write for county-detail cover- age map. The Dakotas' Most Powerful Radio Station! V;..,;, MINN. SOUTH DAKOTA SIOUX FALLS NEBRASKA KSOO -fit Sioux Falls, S. D. Nationally Clear Channel 1140 K( ABC Radio Affiliate 10,000 WATTS DAYTIME 5,000 WATTS NIGHTTIME Represented Nationally by Avery-Knodel, Inc. ■■■■■IllllllllllPllllllllf! See: "Radio-ti coming up fast in Detroit*! I>ig auto race" Issue: SI Ma.. 1954, page 30 Subject! To -pur sluggish auto >al«--. iiiaiiu- faetnren arc turning increasing!) to air media for their advertising pu-h Willi L954'a automobile race more than half over, it's Chevrolet by a nose Ford second. Buick coming up third, Old-mobile racing past Plymouth for fourth. That's the w.iv America's leading cars ranked at Jul) a end based upon production figures compiled by Automotive Sews, authoritative aulo trade paper. (Production fig- ures are considered an index of sales standing, i The leading cars were also the leading radio and television ad- vertisers. Since sponsor's roundup covering the first quarter this year, the big car companies have Btood pat or added to their air advertising. Mosl of the new radio and t\ activitv during the second quarter is among cars which are -trivinii to hold their own or in- crease their share of the market. Chrysler, for instance, in addition to NBC T\ "extravaganzas," will sponsor Mr. & Mrs. North next fall (Tuesday, 10:30-11:00 p.m.), also on NBC TV. De Soto has renewed ) on Bet ) our Life for another \ear on NBC Radio and Television. The network says it's the lar^e-t combination coverage of any show: it's on 208 am. 137 tv stations. Nash, whirh sponsored 13 telecasts of CBS TV's Danger, will become cosponsor of Disneyland on ABC T\ starting 27 October iWednesdav. T : '.i )-.". :">i i p.m.). fhis su u Nash sponsored s/'/c Show on CBS T\ i replacement for Jackie Gleason i for five weeks. Chevrolet picked up extra summer-only programs, too. It's spon- soring 12 five-minute new -casts weekly on CBS Radio for 13 week-. Cost of the $250,000 package is being borne by the Chevrolet Dealers Association. Chewy sponsored the Soap Box Derby 15 August, also on CBS Radio. Plymouth comes in for a one-time shot next Thanksgiving when it will sponsor the Detroit Lions-Green Ba\ Packers football game over the Du Mont Television Network. Other summer and fall sponsorship was reported in the 31 May issue of sponsor. Mot of the change- in the auto race since then have been in production ranking. In addition to Ford- loss of ht-t place to Chevrolet and Plymouth's drop to fifth place, there were these changes: Dodge, which was ninth, now is eighth: Cadillac was tenth, i- now ninth: Chrysler was eighth, i- now tenth. Also — since 31 May Packard and Studebaker merged to form the Studebaker-Pai kard Corp. * * * "Disneyland" talent rehearsing new fall series (ABC TV), cosponsored by Nash 24 SPONSOR '-V ^< mv J H No small potatoes! Old-timers in the Northwest say Paul Bunyan invented farming. Invented the steam shovel too — to dig potatoes with. But Bunyan would be small potatoes to Northwest farmers today. Agriculture in WCCO's 4 -state area is big business, with annual income of better than 1.6 billion dollars. It's a business peculiarly dependent upon weather and market conditions, so Northwest farmers depend heavily on WCCO's farm broadcasters, Maynard Speece and Jim Hill. The result is that Messrs. Speece and Hill do 30 information -packed programs a week, and reach a rural audience, throughout WCCO Radio's 110-county basic service area, of more than 900,000 every week! WCCO Radio's farm shows command a uniquely loyal and responsive audience, ideal for any advertiser with products to sell to farmers and their families. Like a big yield in the Northwest? Sow your sales messages on WCCO RADIO Minneapolis-St. Paul • 50,000 watts Represented by CBS Radio Spot Sales ■ Cv '*> Um* K> m i. A c small wonder that Kirk Billings, Emerson Drug's advertising director I in picture above I. has a l>i« smile for Klla Raines. For one thing he's a bachelor. Furthermore Ella Raines stars in Janet Dean, a half-hour film drama about nursing which Billings bought for Bromo-Seltzer. "We've always like t\. because proprietaries need to he drama- tized. "' Billings told SPONSOR. "The Janet Dean program seemed like an ideal show for us because our commercial and copj theme for the past two years has been a series of testimonials b\ nur- - Originally Billings thought in term- of putting the show on net- work, hut ran into some difficulties: No network lineup would coin- cide with the firms sales coverage. XUo network time costs were ,i bit rich for the firm's estimated S2 million budget. I he solution'.'' Lennen & Newell. Emerson's agencj since Juh \l)r>2. placed the drama in 25 tv markets on a spot basis starting in \pril 1954. ■'That wa\ we reach the audience we want in the < :ities that are most important to us." Billing- said. This t\ effort is supplemented with 20-second film commercials in some 30 secondary market-, with an average frequenc) of two announcement- a week per market. "'Since Bromo-Seltzer users are adult men and women." Billing- continued, "we ti\ to place both the show and the announcements between 7:30 and 10:30 p.m. That wa\ we get an adult audience. I nlil tlii— year radio and t\ together never took up more than "ill' , of the firm's budget, with the remainder going into newspapers. The Janet Dean film, however, i- the costliest t\ program buj Bro- mo-Seltzer has made to-date: just under $1.4 million for time and talent, or 7(1' , of the total budget. \ Cornwall Productions package, the -how i- distributed through \ll'l\. \ typical Janet Dean -ton dealt with a young woman re- turning home alter having been struck with polio. I he half-hour drama explored her psychological adjustment Prioi to it- Janet Dean sponsorship, Bromo-Seltzer had leaned heavil) toward half-hour nighttime radio and t\ mysteries: Inner Sanctum on radio for live years, Rock) Kinu. on DIN during sum- mer 1951, the NBC Tandem Plan in L952. Says Billings: "If we'd had a -how tailor made for our need- we couldn't have produced one more suitable than Janet Dean.' * * * 26 SPONSOR ^C^^v( I 9$4 We're proud of the results 33 years experience enables us to give to you, our sponsors — and we're proud of the 92% consistent listenership within WSPD's 16 county, billion dollar market. Let us show you what outstanding results you can get by taking advantage of WSPD's experience and WSPD's loyal listenership. Call your nearest Katz representative or ADams 3175 in Toledo. -AM-TV TOLEDO, OHIO Storer Broadcasting Company TOM HARKER. NAT SALES DIR . 118 E. 57lh STREET. NEW YORK Represented Nationally by KATZ 23 AUGUST 1954 21 p*ov. £0 By " ^ DRAMA OF OUR L pROVE0 ^coUterC: FIELD IN A (Nom, °n Re Quest) By 12 ORCERS IN ACTION! SfrOx *4fc ^zy 300 2**0. / '41 V, 'o* '-v 7, &ft nical Supervis- ion Through the Co- operation of the Los Angeles Law En- forcement Agencies. HAMPION OF TH m RANK MARKET , Hew York 2 Chicago 3 Philadelphia 4 Los Angeles 5 Detroit 6 Boston 7 San Franasco 8 putsborgh 9 Cleveland A0 St. Lou'14 \, CHARL0^E ,2 Atlanta 13 Hew Haven A4 Baltimore A5 Providence l6 hAilwaokee ,U ct Pool yj rAinn.-^'- )8 Washington iq Cincinnati -♦'.ngton PO PULATIO 5 447,800 7',436,200 6284,A00 5793,100 5 132,600 4783,700 4 027,600 3 969,900 3936,^00 3083,800 3035,000 2738,100 2 696,300 •••■ 2 683,400 ■••■■ 2 635,400 •■•■•■ 2565,100 2 365,400 2 246,700 2,095,200 • 2,094,600 in television potentic March, 1954 data from Television Magazine ranks American markets according to population in the coverage area of the most powerful television station in each market. Charlotte stands llth in line, outranking such markets as Baltimore, Minneapolis, Buffalo, Kansas City, Washington and Atlanta. Only Charlotte and Atlanta among southern cities make the first 20, and Charlotte's rank is a move upward from 12th in 1953. The signs of Charlotte are signs of a market far more important than city size indicates. Ranking only 72nd in the nation in city size, Charlotte is 55th in 1953 construction, 36th in wholesale sales and 4th in emplaned air passengers per capita. Equally outstanding are Charlotte's great area stations, 50,000 watt WBT and top power WBTV, 100,000 watts on Channel 3, deserving the first appropriations of any advertiser doing business in the Carolinas. WBT-WBTV CHARLOTTE, N. C Gowvcuje ta McUclt the MasiJz&t Represented Nationally by CBS Radio and Television Spot Sales The Radio-TV Services of the Jefferson Standard life Insurance Company 23 AUGUST 1954 SPECTACULARS: NBC TV is going all-out with television spectaculars, has lined up Saturday-Sunday-Monday schedules with color extravaganzas as the anchor. First show, 12 September, features Betty Hutton (left). CBS TV will have its own, including name-star Broadway vehicles for Westinghouse Network tv's $400 million year Herewith a topie-by-topie report designed to give admen perspective on the star-studded program lineups on the major webs this fall I he biggest, fanciest network tv pro- gram lineup will compete this fall for the attention of the nations over-31,- 000.000 tv families. As the advertising battle lines became clear last week, the "big picture" of fall network tv looked like this: 1. Dollar Spending. By sponsor's estimate, based on a survey of the four tv networks, advertisers will be pour- ing $400,000,000 into time and talent for network t\ this year. This will be 23 AUGUST 1954 by Charles Sinclair the biggest shower of advertising dol- lars to be channeled into network-level spending in the history of broadcast- ing, topping the expenditures on major radio networks in 1948. the all-time radio peak. 2. Show costs. Although the cost trend nosed down last fall, the outlook this fall is again for an increase. Show costs, according to estimates of the pro- gram chiefs of the four networks, will be up an average of "at least 10' < " this fall over last, with individual show increases reported to sponsor ranging from 2c/c to 84%. Reason: fancier shows, plus some anticipated union hikes. Biggest cost increase has been in the price of top-name varietj talent. due to competition between the spec- taculars. Stars in the Judy Garland. Ethel Merman, Martin & Lewis class now command — and get — sums in the $50,000 bracket for appearing in the extravaganza shows. 31 LONGER LINEUPS: "Hard sell" competition means long lists of tv outlets for net- work shows in many cases. "Break The Bank" on ABC TV for Dodge Div. of Chrysler is aired on a total of 175 stations, mostly live SITUATION COMEDY: Cheap quiz shows, low-priced mysteries are among chief casualties in program lists. "Life With Father" is typical of replace- ments, goes into "Danger" slot on CBS TV; latter replaces "Suspense" 3. Spectaculars; color. Gigantic one- shot -In >\\ - on ;i monthl) basis are a commercial reality this fall, and have stirred uj> much pro-and-con industr) discussion. NBC TV ha? a sold-out a hedule of them due once a month on Saturdays, Sundavs and \Tomla\s, each an hour-and-a-half long, each reported to COSl $300,000, and all hut si\ in color, t US I \ has two mm ies sched- uled, one for Chrysler and one Eor Westinghouse, also featuring frequent color. \IH l'\ ha? a semi-spectacular in it- weekl) hour-long Disneyland, sold to three sponsors. Du Mont has none slated, ma) handle such shows on special ordei later tin- -eason. \part from the spe< ta< ulars, both M!< ! and i li^ I \ webs w ill hav e regulai i olor - hedules this fall, although limited in quantity to two • •< three hours pei week. Neithei VBl I \ noi Du Monl plans coloi networking during 1954. I. Lineups. Each ol the lour t\ net- works expe i- i" have ovei 200 i\ out- lets I although a numbi i are shi I af- filiations 1 tin- fall. \i the same time, man) advertisers are spurred toda) b) the necessit) for "hard sell in a com- petitive econom) and the desire to amortize rising t\ costs against the biggest possible audience circulation. Result: Station lineups for network t\ -hows will almost invariably be longer this year. \ four-network checkup shows the following increases: CBS II : 00'; average increase at night, 2595 in daytime; \BC Tl : 55% at night, lo', in dax time: ABC Tl : about .">()' , at night, about 10' ; in daytime; Du Mont: IV, at night, 25' - in daytime. 5. Slum control. I be glossiest net- work packages this fall, with few ex- ceptions, have been created 1>\ net- works. But package producers, film syndicators and agencies are all Mak- ing out 1 laims in the t\ lineups this fall. Networks reported the following situations: On NBC T\ and CBS TV, leaders in network-created program- ing, about four out ol ever) 1 0 night- time shows will be produced b) an out- side packager. On VBC T\ and Du Monl packagers have made even big- _> 1 gains : shows "ii these netv produced b\ outside firm now amount to more than half. Among the pack- agers represented this fall: Walt l)i»- ne) : Goodson-Todman ; Barr\. Enright & Friendly; Screen Gems; TPA; Mas- terson. Redd) & Nelson, MC \ T\ . Two reasons are cited chief!) for the pro- duction upbeat of the independents: 1 1 1 network- arc too bus\ producing big show- to produce low-cost ones, and (2) main producers have moved in with exclusive star contracts or "ex- clusive "gimmick" -bow-. 6. id battles: Network t\ will be the scene of a number of titanic adver- tising struggles between the leader- in various industr) categories this fall. The automaker- such as General Mo- tor-. Chrysler, Ford and the largest independents are gambling millions in everything from network participa- tion shows to the glossies! monthl) spectaculars. I oba< co firm-, continuing their "liard sell" war against the can- cer 9 are and each other, have Stepped up their network spending or have substituted fancier programing. Appli- ance firm-, under heav) dealer 32 SPONSOR J < MEDIUM-PRICED TV: Z£ 35? ^SSXT- Tonight trio of participation shows. Sales chief Joe Culligan confers with Dick Pinkham, head of NBC TV's Participating Programs Dept. LOW-PRICED TV: Most flexible of tv nets, Du Mont offers everything from major line- ups to one-minute network participations (20 outlets) on "Paul Dixon'' daytimer for net price of $1,419.38. This is cheapest tv web fall buy sure for tv support, are among net- work tv's biggest spenders, rival the auto firms in many cases. Other slug- fests in tv were shaping up as sponsor went to press between lipsticks, low- sudsing detergents, dentifrices, gaso- lines and hair preparations. That's the basic situation at a glance. Here, as the result of a sponsor analysis of the fall tv programing pic- ture, is the situation in more detail: Network billings: An important part of the story of the 1954 fall tv network lineups can be told in the estimated billings of each network, particularly as it compares with the figures from last year. Accordingly, sponsor asked officials of each network to make a guesstimate, based on contracts now in the house or expected to be signed before fall, as to the total gross billings for the cal- endar year of 1954. This was the re- sult of their conservative estimates: Gross Billings for 1954 Compared '53 Network Amount P.l.B. figures CBS l\ $100,000,000 Up 2.6% NB< IV $98,000,000 Up 1.695 ABC TV $38,000,000 Up 81.0% Du Mont MT.iHiii.niiii Up S7.595 23 AUGUST 1954 Admen will see at a glance two strik- ing facts: (1) NBC TV and CBS T\ are reaching toward the saturation level with virtualh all evening time slots sold. Growth potential now lies in participation shows, fancier shows, longer lineups. ( 2 1 ABC TV. due to major program gambles, is moving up quickly into the big leagues, having nearly doubled its business this year as against last. Du Mont, with plenty of room to grow7, is also making sizable strides. Total gross billings for all four net- works this year, not counting program costs (except for participation pack- ages! : .$253,000.000 — an increase of a little more than 1 1 r y over last year. The talent tab on all four networks has grown even faster. The four-net- work outlook for talent and production charges in network tv this year is esti- mated by web executives to be $147,- rogra nting 000,000 — up nearly 20'y over last year. Programing philosophg: Thumb- nailed for advertisers, networks are ex- pected to present these patterns for fall: 1. CBS TV. Biggest moneymaker in terms of advance estimates of total billings, CBS TV is holding the pro- gram reins of the network very close- ly, is sticking to a policy of well-pro- duced "family-appeal" shows with as little shakeups as possible in the pro- gram lineup. At CBS TV sponsors will alternate more often than pro- grams; film shows will increase some 20/« . Although color, spectaculars and "magazine" shows are all slated for inclusion in the network lineup, they are subordinate to the main phi- losophy of a "stabilized" fall lineup. 2. ABC TV. NBC TV's fall lineup is geared to the razzle-dazzle splash of rotating shows and sponsors. Color spectaculars, with big-name alternating shows in between, are a feature of [Please turn to page 136) 33 l/ii spot radio budget is tonic (or S.S.S. Market research led tonic* firm to radio: sales tripled in 3 years Pp hen tin- Indians oi Georgia brewed up an herb remed) wa) hark in iial il iys, the) probabl) sent up smoke signals to let other Indians know the) had "heap good medicine." But toda) ill-- S.S.S. Co. of Atlanta, < la. I « hich adopted the >>| I I ndian foi - inula improved it. aid started to mar- kel il a- a heal h tone over 12") \ear- finds that sending out radio sig- nals is a verj < (Teeth <• way to let peo- ple know aboul S.S.S. Ionic Sin< e L950, when tin- linn decided to us< radio, v.v.^. -ale- have shot up ovei 300%. I oda\ the compan) -a\s il i> the top-selling liquid tonic on I lie market. But a few short \ears ago. S.S.S. sales wen- far from healthy. In fact, the) iiad been ailing all during the years following World War II and didn I seem to improve despite exten- sive new paper advertising — some of it in color. Finally, in 1950, the firm decided that it needed to reevaluate its (iitiic advertising approach. It wanted facts before it took am steps, mi it called in A. C. Nielsen Co. to make a marketing stud\. Based on Nielsen findings, S.S.S. and its ad agency, then Henr\ J. Kaufman 6> Associates of Washington, I). C. con- cluded that spot radio might be a good additional medium. Initial radio tot- supported tlii- < on- < lusion, brought encouraging results. ^.S>. immediatel) started to expand it< radio use. has continued to do «.. until toda) it i- buying time on 305 stations from coast to coast. The compan) now devotes <'!'•' of its total budget to spot radio: the bulk Ittltlia i.v S.S.S. sales forces Tonic company has no sales staff as such; radio is not only expected to build consumer demand but to expand distribution as well. Theory has worked fine, sales are up 300% since radio use started in 1951. Company officials like (below, I. to r.) Olen Vernon, promotion mgr., Lamar Swift, executive v. p., Charles Parr, sec'y-treas., personally visit field, oversee operations S.S.S. admen check sales, help druggisls set up product displays. Olen Vernon, Agency President Marvin Day, Account Executive Tad Mower, push S.S.S. in Atlanta drug outlet of the rest goes into newspapers. Its 1954 allocation for air advertising is over $700,000. In September the firm plans to launch S.S.S. tablets (the tonic in tab- let form I , is now stocking wholesalers. The tablets will share advertising at- tention equally with the liquid tonic. The S.S.S. Co.'s advertising serves a double function. The company relies on it not only to build consumer de- mand, but also to act as the firm's sales force. S.S.S. has no sales force in the usual sense of the word. One merchandising-promotion man ( Olen Vernon ) periodically contacts whole- salers and retailers. Company officials also frequently take trips into the field. But. says Lamar Swift, executive vice president, they spend more time check- ing results than writing orders. The firm has found orders take care of themselves once demand has been cre- ated. When wholesalers and distribu- tors know an item is in high retail de- mand, they are happy to stock it. says Swift, because they know it will move well. Today, nearly every drug jobber in the Lnited States carriec S.S.S., the firm told sponsor, and 90% of the tonic s sales are made through drug stores. One major result of the radio adver- tising has been an increase in the number of non-drug outlets handling S.S.S. — such as grocery, variety, de- partment stores, commissaries, filling stations: these account for the remain- ing 10% of sales. During 1953, near- ly 300 new jobbers took on S.S.S.; most of these were grocery and spe- cialty distributors, types of jobbers which had rarely stocked S.S.S. before. They are largely located in the South- east and Southwest and serve the rural trade primarily. S.S.S. is sold in all 48 states and sev- eral foreign countries. Its heaviest sales areas in the U.S. are in the South. Southwest, Middle West, Plains States and on the West Coast. The radio ad- vertising is placed in rough propor- tions to anticipated as well as actual sales with the heaviest volume in the South. No air selling is done in north- ern New England. Peak sales seasons for a liquid tonic are in the spring and the fall and pre- vious to its use of radio the company would advertise only during those sea- sons. Soon after S.S.S. had started in radio, company executives asked them- selves why people shouldn't buy it in the summer and winter as well, de- cided to test the idea by going on the air year-round. Result: profitable sales "round the calendar, though the spring and fall still represent the high points. Previous to 1950, S.S.S. had placed case history nil its advertising direct, was using < ■hiclK newspapers, almanacs and farm magazines. \\ lien it derided In over- haul its approach, it Eell the need foi retaining an advertising agency. First, Henrv J. Kaufman \ Associates ol Washington, I). C. gave counsel, aided the firm to get started in spot radio. Mien in 1951. when Marvin E. Day, an executive v. p. at S.S.S., resigned to join the I ucker Wayne agene\ in At- lanta as an account executive, S.S.S. moved its account to that agency, Wayne represented the firm till last \ear when some of the principals of that agency formed a new one. Da\ . Harris. Mower & Weinstein. At the agency. Marvin Day remains S.S.S. account supervisor, Clarendon (Tad) Mower Jr. is account executive. When the company decided that its advertising policies needed reeval- uation in 1950, it called in the A. C. Nielsen Co. to get answers to these questions: Precisely where was the ton- ic being sold most and where was its best market potential? Also who were the "typical" tonic users — average age, race, sex. A. C. Nielsen delved into these ques- tions and after extensive testing deter- mined just where S.S.S. sales were strong, which areas were weak, also compared S.S.S. sales with competition. The company states that one of the more surprising facts turned up by Nielsen was that a liquid tonic could be sold in practically every market of the U.S. The research into the nature of ton- I Please turn to page 120 I S.S.S. to launch tablets After Labor Day, new S.S.S. tablets (the tonic formula in tablet form) will hit the market. As soon as the firm finds where the best tablet market exists, it may slant advertising accordingly. A spot check of retail druggists in New York City turned up ihe fact that in the outlets contacted, health additives in capsule form sell much better than the liquids (though the leading sellers come in both forms). If this is any indication, it would seem that S.S.S. tablets would find biggest demand in metropolitan areas. (Liquid S.S.S. sells best in rural areas of the South, Southwest.) 23 AUGUST 1954 35 Foote, Cone & Belding's media people (pictured above) are special- ists, except Paul Gerhold (seated in center) who's an all-media man. Below Gerhold the department is divided into print and air media specialists, including (I. to r.) Timebuyer Pete Bardach, Spacebuyer Stan Paitson. Looking over Gerhold's shoulder is Art Pardoll, dir. broadcast media. Spacebuyer Bob Meyers sits far to the right g \ fever bad caught up with Bour- joia Perfumes. I he compart) was de- termined to get a top network show i ighl before ( Ihristmas L953. I here was just one problem : w here to find a prestige propert) thai wasn't — « » I « I "Mi ? I he pressure was on at I oote, < lone & Belding, Boui jois' ageni \ . "This is the soi i ol thing that makes j ou m ish you'd gone into stunt ll\ ing rathei than advertising," \it Pardoll, F&CB's directoi "I broad* asl me lia, told SPOM Pardoll - pi i» ((line did resemble -luiii ll\ ing. I le didn't check i\ a\ ail- abilities because he knew there weren't any. Instead he picked the show he'd most like l<> Inn and worked from 36 III. The media special by Evelyn Konrad there. His choke: 1 our Show of Shows, NBC TV. Pardoll approached two of the ^limi o) Shows sponsors directly, Grif- fin Sin..- Polish and S.O.S. He felt these clients had no special need for ( Ihristmas selling. This reasoning paid ofT when Bour- jois ^"i two participations on )<>ur Shou of Shou s just in time to stimu- late ( In istmas uifi I u\ ing. Says Paul Gerhold, FC&B's v.p. in charge ol media and research: "This is just one instance when knowing - "in \s.i\ around in the business meant the difference between getting a job done "i not. \ real knowledge ol a medium implies broad contacts and i understanding of several related phases oi advertising beyond media themselves. We feel that no one man can develop such a degree of famili- ar it \ with all media. That"? wh) our media department is organized to en- courage specialization 1>\ medium." \t FC&B the buyer and buying su- p rvisor i« a specialist thorough!) fa- miliar with all the details of his me- dium, be it print or air. He cultivates contacts within his field and keeps up with trends, even at the expense ol gathering knowledge about oilier me- dia. This is what might be called the traditional or specialized approach to bu) ing time or spa< e. The specialist philosoph) i- at com- pletel) opposite poles from the new approach to media buying that's prac- SPONSOR Chart shows how media specialists Sit into FC&B metlitt department V.P IN CHARGE OF MEP/A and RESEARCH PAUL GBU.\AOUO gP^APCAST A1EPIA piuectoe. ARTHUR PARD9U- BUYER PEN MY SIMMONS &UVER PPTE BAPOACH PRINT MEDIA DlEGCTOf2. CHARLES MDFMANN BUVER. 006 (SEVERS CONTRACT AN O ESTIMATING- E>\IL-Y SCMULTZ eSTIAAATOR3 EE3BA(2C»4 DI(2EC-rOE. R2AMk. GROMER. BUYER 57AM pAtTSC*) MEDIA RESEARCH ACCOUNT arwJ MAEJCETING F2£SEA(2CH Chart of FC&B's media department, above, shows sharp departmentali- zation between print and air media buying, with specialization starting on the assistant buyer level through to the directors of print media and of broadcast media respectively. Head of the department, Ger- hold, coordinates the specialized media information and shapes it into budget and media strategy recommendations pending board approval Buyer is expected to be expert in his medium to give agency advantage of top buys through personal contacts ticed at Y&R, for example. The Y&R all-media buyer is versed in all media and is expected to concentrate on plan- ning strategy rather than emphasizing personal contact within each medium. This article is the third in a sponsor series describing three major ap- proaches to media buying practiced among the top 20 agencies. Generally, agency media departments fall into three categories: semi-integrated, inte- grated and traditional. (See brief de- scription of the three approaches on next page.) At FC&B and at other major shops organized along traditional lines, me- dia planning is done on the top level of the media department. '"Media planning comes close to overlapping with account work," Ger- 1 hold says. "In our view, it's asking too much of any one media buyer or any one individual to carry this over- all account responsibility. That's what a plans board is for. It represents man- agement and makes it possible for man- agement to get in on the ground floor of account decisions." Gerhold. as head of research and me- dia, sits on the plans board and repre- sents the all-media point of view. He is basically the only all-media man. He's the one who coordinates the specialized knowledge fed to him by his media people and shapes it into over-all me- dia strategy recommendations. A large, blondish man, Gerhold came into media by way of research several months ago. In his calm, measured manner, he is quick to explain research thinking as "far more creative than people give it credit for being. It's not a mere fact gathering, but a probing and interpreting." His aim is to trans- late this analytic, yet creative approach into media thinking, which he feels is "often too cliche-ridden." His media department has six spe- cialists— three in print and three in air media. Together they buy for the one- fourth of FC&B's estimated $77 million total billings that originates from the agency "s New York office. Another fourth is handled in FC&B's Los An- geles office, half in Chicago. What is the function of the FC&B (Article continues on next page) 23 AUGUST 1954 37 timebuyer within the agency? Is he completel) removed from executive re- sponsibility ? "No! at all." Bays Gerhold. "We try in build bis Btature aa an agem j exe n- tive bj making him an all-around ad- vertising man. The waj t" do ilii-. we feel, i- i" give him a maximum <>l < hu- lk i with and knowledge about related fields of marketing, research, copy rather than spreading him thin ovei .ill media. Hi- knowledge about his medium and about specifics of costs and avail- abilities i- used early in the strategy planning stage, even though be does not -it in on the early client-agent j meetings. THREE WAYS TO ORGANIZE AN AGENCY MEDIA DEPARTMENT B&B: The group approach Delegation of power is the principle around which B&B'a media department is organized. Two years ago the agency's management felt that do one man could plan the media strategy for all the accounts in the Bhop. Since then three associate and three assistant media directors have been assigned to account groups. Buying is done by groups of fcimebuyers and spacebuyers assigned tn account groups. They arc specialists in their own media, as arc the assistants who work with them. M> •ha services includes a pool of estimators, contract people, media analysis and evaluation personnel upon whom the buyers can draw for help with their detail work. This i vin that has found a large number of converts among top agencie- recently. (I'm- details see sponsor 26 duly 1954, page 36.) Y&R: The all-media buyer Integration is the keyword to Y&R's organization. Philosophy underlying it is that media strategy should stem from the man closest to a particular account- that is, its media buyer. Function of Y&R's all-media buyer is primarily that of recom- mending a budget, breaking budget down among media and mapping out media strategy. He's also buying supervisor over his assistant. This assistant, like the buyer, is an all-media man who does the actual requesting and evaluating of availabilities un a problem arises. Often he has as much rep contact as the buyer. ovei 2] Y&B all-media buyers are five associate media directors who act as a high-level recourse to the media buyers. Above them is the media director and his executive assistant. (For detail- see SPONSOR 9 August \9rA, page 34.) FC&B: The media specialist Speciali ation \< carried in this type of organization from the buying assistant through the buying supervisor. Every media man but the head nl the department is trained in either print or air media, with stress npon related advertising knowledge rather than upon familiarity with all media. are made at the top management level here, but are based upon the knowledge and information provided by the people within the media department. The buyer's worth is judged here not for his ability to map out strategy, but for his -kill in finding good buys. History oi this system dates to the birth and growth of radio when agencies found that they needed a person to handle radio. ' I h taih in tin a ■ . i Here's hovi Gerhold traces the de- velopment of an advertising strategy bo a new client, a- an example of the buyer's function within FC&B opera- tion : The first contact with a new account at FC&B as at anj other agency i- generall) on a high management level. It i- shortl) alter this initial contact that an account supervisor and an a- - count contact man are appointed, and after meetings with the client there's a general orientation meeting. "Most of our work for a client i- the result of group activit) and group thinking," Gerhold explained. "No one man is the sole decisive factor in form- ulating an over-all advertising ap- proach." \t this general orientation meetin- there's someone from every depart- ment in the agenc) : account people, copy, art. research and media. Some- times Gerhold represents media alone. \t other times lie's flanked by Art Par- doll, director of broadcast media, and Charlie Hofmann. director of print me- dia. \\ Inn the top media men are ac- quainted with the account, the) begin to develop a marketing ]>lun. In its fin- ished form, this marketing plan may he a 200-page tome. Bound in a \\u^v Mack hard-cover notebook, it contains ever) conceivably useful fact about the product and its history. These facts are assembled and interpreted by Gerhold's research department, and serve as a base upon which the other departments can build their strati a Some two to three months ma\ have lapsed from the initial client-agency meeting to the time when these early selections of the marketing plan are available for the timebuyer. During this time the buyer may have had some meetings in which Pardoll briefed him on the background of the product. However, he has not \et been required to do any work be\ond acquainting himself with the new account. It is at this point that the timebmer trill \ eiders into the picture. The - i- -et for him. A tentative budget has been determined b\ this time, pro- jected from both the previous year's -ah- and market objectives for com- ing year. Now both timebuyers and spacebuyers do the spadework that will enable Gerhold and the plans board to make media recommendations. The buyers begin to compile li-t- of [Please turn to page L32) 38 SPONSOR MniejiJ^jro|OTJh^'^ljkeJ^haye # A periodic census of * decision sets I An up-to-date county-by-county coverage study A quieh way to estimate spot tv costs • Standardization of television rate cards • Dollar figures on expenditures by spot clients Impact studies on programs vs. announcements • Audience data by sex, age9 socio-economic status • Effectiveness of spot tv and other media compared Above are some of things admen would like to have television pro- motion bureau do. Survey was made this spring when TvAB was form- ing. But points apply equally to TvB which has now emerged. (See SPONSOR, "What admen want from TvAB, 14 June 1954, page 31.) TvB: new fart source for admen New set of initials stands for Television Bureau of Advertising. It will soon be beaming promotion on all branches of tv at agencies, clients ^Advertisers and agencies will be hearing from a new trade association by late fall. The Television Bureau of Advertising is tentatively scheduled to go into actual operation this October. Before Christmas has come it may be sending mailings to admen with tele- vision data and otherwise launching in- to its role as the industry's selling arm. TvB will be received enthusiastically by admen. (See sponsor article point- ing out need for a tv bureau based on interviews with admen. "Should there be a TV BAB," 3 November 1953 is- sue. I In surveys by sponsor during the months when TvB was under for- mation, it was apparent admen looked forward to creation of a tv promotion bureau as a source of buying tools. The TvB which emerged earlv this month is the result of a merger be- tween (1) the Television Advertising Bureau (TvAB) which had been planned as a bureau to sell spot and lo- cal tv only; and (2) the NARTB's plan tied tv bureau which had been de- signed to promote all branches of tele- vision. TvB will seek to fulfill the objectives of both groups by departmentalizing its promotion activities. There will be separate sales departments for nation- al spot, local and network. Each de- partment will have its own manager who will report to a director of sales and sales promotion who will in turn report to a president. The organiza- tional pattern might be termed a "fed- eralized" structure in that each depart- ment will be free to sell hard for its own branch of the television medium. Merger of TvAB and the NARTB's project came about in a Washington, D. C, meeting of 10 television in- dustry executives representing both groups. The co-chairmen were Clair {Please turn to page 116) THIS WE FICHT FOR We fight for the prompt establish- ment of a tv promotion research bureau comparable to radio's BAB or newspapers' Bureau of Advertis- ing. (This statement was one of those listed in SPONSOR'S plat- form of principles run in the 9 February 1953 issue. See also '"Should there be a TV BAB?" in the 30 November 1953 issue). 23 AUGUST '954 39 YOGURT MADE JUMP FROM BALKAN FARMLANDS TO NEW YORK CITY First yogurt was produced when Balkan peasants left milk mil side. B octet ia in air changed it into tart, custard-liki food that seemed //, provide pep ( \ et a< li ii\ ■■ months thai ii was read) for the big push outside it- Manhattan enclave to the entire metropolitan ana and beyond, radio and t\ were its media choi< es. I In |ian\ dropped OUl ol new s- 40 papers, where it had campaigned in small space for six years, and swung Hi)', of its budget into radio-tv. The result since has been a 30% increase in -ales. Dannon's choice of radio and tv is based mi more than just circulation and impact statistics. Dannon and the Zlowe Agencj feel radio-tv have the proper psychological atmosphere for case history lllllllllllllllllllllllllllli creating the impression that yogurt i» an American food. B\ associating the product with personalities who bespeak everyda) American life, the companj feel- yogurt's transformation from a Balkan and European specialty item to an American staple will be accelerated. Currentlj the firm's air schedule in- clude-: IV\ and Jinx participations; three weekl) on radio, two weekl) on tv i\\ MU:-\\I-I\ |. i lev & Jinx are on vacation from their tv show, but due ha Rim of illumination around the edge of the picture on the receiver tube. EDGE FOGGING Light fogging on the edge of film, often caused by light leak- age in a magazine or by openings in the film can line. EDGE NUMBERS Identifying letters or numbers appearing at one-ft. inter- vals to make identification of frames and synchronization easier. EFFECTS Techniques used in chang- ing film scenes, by the use of special cards, plates on a film negative. Also called opticals. "802" The New York local of the AFM. EIGHTY-EIGHT Slang for piano; de- rived from the number of piano keys. ELECTRA-ZOOM A type of Zoomar or variable focal length lens designed for studio use. (See Lenses.) ELECTRON BEAM A stream of elec- trons focused in the shape of a beam by external electrostatic or magnetic fields. Also known as the cathode-ray beam. ELECTRON GUN A system of metallic cylinders arranged in the narrow ends of both the camera and receiving tubes, m which is formed the electron beam which is ultimately used for scanning the image before the tv cam- era and for reproducing it in the tv receiver. EMCEE — MC Master of ceremonies on a tv production. EMULSION The light sensitive coat- ing on a base of cellulose nitrate or acetate which together form film. A photographic emulsion is not a true emulsion, but a suspension of light- sensitive solids in a colloid, usually gelatin. EPISODE Series of related scenes which are supposed to make up an event of importance in the story. ESTABLISHING SHOT Long shot in- troduced at the beginning of a scene to establish the inter-relationship of details to be shown subsequently in nearer shots. E. T. Abbreviation for electrical tran- scription. Usually 33-1 3 rpm's. EXPLANATORY TITLE A title inserted during a program, between actions or scenes, explaining something not made clear in action. Usually poor taste and seldom used in television. EXPOSURE Process of subjecting a photographic film to a given intensity of light to produce a latent image on the emulsion. Under the reciprocity law, exposure is determined by the product of time and intensity of illu- mination. Overexposure Exposure greater than the optimum for a certain photograph- ic emulsion, developing condition and range of object brightness. Underexposure Exposure less than the optimum for a particular photographic emulsion, developing condition and range of object brightness. EXPOSURE METER Device to deter- mine the light change incident upon, or reflected from, a scene which is to be photographed; the instruments used are known as incident-light me- ters and reflected-light meters. Expo- sure meters are read by ia> exposing light sensitive paper until it has taken up a certain color; rotating an op- tical wedge until a density is matched or a light extinguished (extinction- type meter' ; ict noting the reading on a calibrated microammeter actu- ated by a photovoltaic cell. The third type of meter is the most common. EXPOSITION Laying groundwork for a story by explaining what has preced- ed the events that will take place and has a bearing on these later events. EXTERIOR SOUNDS Sounds, as from a train or car, heard from a position outside the object shown on camera. EYE CAMERA A camera designed to record the movement of the eyes, used in relation to reading surfaces. FAC or FAX Full studio facilities. FADE TO BLACK Popular method of ending tv dramatic presentations where picture is gradually faded down until the screen is black. In tv done electronically; in motion pictures, op- tically. FADE UP, FADE DOWN fades of mikes. Refer to audio FADER or FOT Instrument used to lower or raise sound level. FADES — TELEVISION: In: The tv screen is dark and the picture gradually appears to full brightness. Out.- From full brightness a picture disappears gradually until the screen is dark. Film: Fade ins and outs, dissolves or mixes are normally made optically in film laboratory on an "optical print- er" and are usually called opticals. Trick shots are also mainly optically done. In films "mix" and "dissolve" are synonymous and denote a gradual transition from one scene to another, both scenes being visible in a super- imposed state for a period during the middle of the transition. FAKE or FAKING Arrangement of ar- ticles or material in an unnatural man- ner that when photographed passes as authentic. A legitimate artifice to make the unreal appear real. FALSE CEILING Term used to de- scribe devices such as partial ceilings, painting in perspective, dropping a chandelier into a picture, to achieve the effect that a room is enclosed from above, without affecting an ac- tual covering which would prevent ef- fective overhead light. FANFARE A few bars of music usu- ally employing trumpets to herald start of tv show, an entrance or spe- cial announcement. FANTASY Imaginative tv presenta- tion not restricted by realistic conven- tions. Usually one dealing with myth- ology or the supernatural. FARCE Tv comedy designed strictly for laughs and not concerned with plausible characters or probabilities, i Please turn to /wan- ltvii 44 SPONSOR $20,000 CUSTOM HINCKLEY 36 Use America's only "3-state one-station TV network" and save — in just 35 weeks of a 10 per week 20 second spot campaign — the cost of a $20,000 Custom Hinckley "36". Average time costs run 54% less than the comhined cost of the three TV stations giving next hest coverage. THREE STATE CATCH Mt. Washington's more-than-a- mile high TV station covers most of the three states of Maine, New Hampshire and Vermont. On the air in August. EXTRA COVERAGE Covers virtually all the families local TV stations do and reaches thousands of families they can- not reach. TV homes: 219.461 as of April 30 - RETMA. CBS-ABC Channel 8 WMTW Represented nationally by HARRINGTON, RIGHTER & PARSONS, Inc. 23 AUGUST 1954 45 AND HIS ROYAL CA FEATURING THESE FAMOUS "LOMBARDO PERSONALI THE LOMBARDO ^H TRIO Wb ^ THE LOMBARDO TWIN PIANOS fH CARMEN LOMBARDO LEBERT LOMBARDO VICTOR LOMBARDO KENNY GAR Call, wire or write your nearest M.C.A.-TV office today! NEW YORK: 598 Madison Avenue BEVERLY HILLS: 9370 Santa Monica Blvd. ATLANTA: 515 Glenn Building BOSTON: 45 Newbury Street CHICAGO: 430 North Michigan Avenue CLEVELAND: 1172 Union Commerce Bldg. CINCINNATI: 3790 Gardner Avenue DALLAS: 2102 North Akard Street DETROIT: 837 Book Tower SAN FRANCISCO: 105 Montgomery Street SEATTLE: 715 10th North ROANOKE: 3110 Yardley Drive, NW NEW ORLEANS: 42 Allard Blvd. SALT LAKE CITY: 727 McClellan Street CANADA: 111 Richmond Street, Toronto, Ontario J FIRST RUN 52 HALF-HOUR FILMS MADE EXPRESSLY FOR TV A TOP TV ATTRACTION FOR LOCAL OR REGIONAL SPONSORSHIP! On the air and in person, Guy Lombardo is America's Number 1 musical favorite. Sponsored live this past season by Lincoln Mercury, the Guy Lombardo Show outrated its nearest competitor by an average 39%.* And this in a tough 7-station market! Now, you too can cash in on a ready-made Lombardo following from coast to coast with 52 new first-run half hour films of "The Sweetest Music This Side of Heaven." America's Foremost Vocalists Each week a glamorous name recording star will make a guest appearance on the Guy Lombardo Show giving your spon- sorship an even greater sales impact. ♦ARB, April, May, June 1954 for a V M to WHALE of a selling job in the Wheeling market . . . IN POWER operoting with 316,000 wotts, channel 7, the most powerful TV stotion in W. Va.f South- western Penn. and Eastern Ohio. IN PROMOTION WTRF-TV program schedules ore published regularly in more than 55 newspapers, including 3 daily and 2 Sunday Pittsburgh papers. Consistent promotion for oil clients has won for WTRF-TV top prizes for out- standing efforts. 0 o 6 PUBLIC PREFERENCE latest Telepulse survey in 6 counties adjacent to Wheeling gives WTRF-TV 1st 25 most popular one-a-week shows and 1st 15 most popular multi-week- ly shows — plus audience pref- erence in every time category. O 0 WTRF-TV NBC Primory • ABC Supplementary represented by Hollingbery Robt. Ferguion • VP & Gen. Mgr. Phone Wheeling 1177 Radio Affiliates WTRF & WTRF-FM John W. Be Witt Jr. of II SM, VashvUle, is temporary chairman of the Quality Radio Group which meets in Chicago next week. Acting secretary- treasurer is William Wagner <>i WHO. Des Moines. Comprising the Group will be 36 of the nation's biggest, most powerful radio stations affiliated with existing networks. Beginning Labor Day the Group will air cooperatively produced "high ''th anniversary oj their association. Son of a circuit-riding mountain preacher. Barton -who now is BBDO board chairman was simultaneously editor of high school paper, reporter tor weekly newspaper and owner of maple syrup business that netted $600 yearly. He worked in printshop during freshman year at Beria College, graduated in 1907 from Amherst with Phi Beta Kappa key, voted "man most likely to sucieed." He was timekeeper lor a railroad in Montana, then took a Chicago magazine job. In 1919 he joined Osborn and Roy S. Durstine to lorm Barton. Durstine & Osborn. In 1928 the agent ) merged with George Batten Co. hrom 1937 to 1911 Barton was I .>'. Congressman (Republican), ran tor Senate when Willkie sought Presidency in 10. He's author of several books. Osborn BBDO vice chairman was classmate of Alexander Woolcotl at Hamilton College (Class of "ii'ii. //c was newspaper reporter, statistician, publicist and worked with Buffalo ad agency. He met Barton while doing Liberty Loan publicity during World War I. Osborn. like Barton, is an author, has two books to his credit so jar. 48 SPONSOR e$ action KXLY-TVs 2 BIG CO-OPERATIVE PLANS g* ARE UNPARALLELED FOR IMMEDIATE SALES GAINS OF PARTICIPATING PRODUCTS. .AND THEY ARE ftee TO ADVERTISERS! ASKOUR REPRESENTATIVES FOR DETAILS. '*/ Brownie W. 215 IN DIANA AVE. Baking^. SPOKANE 13, WASHING July 15, 195U Mr. Bob Uoore c/° "!« Center Building Television^ Spokane, «'3SI 'ele^si- - >P°kan6' a, shOTed some very -in Mr noore: „ t stores promotional ^ar M ..*« Tele Market stor r „nkie3 suits . %ar or. H*"" Uartet . G~*- c^- C. Pence ;CP:ch aKERs OF . BROWN1B COOKIES . AMD . CRA^ERS GREATEST AUD/ENCES WIDEST COVERAGE V SPOKIME UinSHMGTOIt RltHRRD E.JORES vice pres.a gen. mgr. Rep.-flVERV-KHODEL RloorE & Lund: seattle,port land 23 AUGUST 1954 49 " ;. - ■ ■ "■".'.: sffiiiniiiiiimiiiiiiraiiiiiiiiiniiiioiiii i uiiiiroiiiiniiiiiiiiimi iii'iimiimmiimiiiiniimiiNiiimiiiiiiiiifiiiiiiiiiiiiiiiiiiiiiffliiiiiiiiiiia Tv film shows recently made available for syndication Programs issued since April J 954. Next chart will appear 20 September wiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiu iiiiiiliiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiliiiiliiiiliiiiiiiiililiiiiiiiiiiiiiiiiiiiiiii Show nimi Syndidtor Producer Length No. in series Show name Syndicator Producer Length No. in s«n«i ADVENTURE EDUCATIONAL Passport to Danger ABC TV Hal Roach Jr. 30 miii 26- This Is Charles TeeVee Gregory-Harris 15 mln. 26 Jungle Macabre Radio & Tv Radio & Tv 15 mln. SV Laughton Mandrake the Packages Inc ABC TV Packages Inc. Atlantic Prod 30 mln. 26* Walt's Workshop Reid Ray Reld Ray 30 mln. 26 Magician Jet Jackson. Fly- Screen Gems Hollywood Tv Service Screen Gems Studio City Tv Prod. 30 min. 30 min. 26 26 ing Commando*1 HILLBILLY Century Juniper Junction. U.S.A. Town & Country Times Essex Films Fotovox 30 min. 26 CHILDREN'S Official Films Byron Prod. 30 mln. Boy's Railroad Association Association 15 mln. 6 26 Club Films Inc. St.rling Natl. Telefilm Films Ine. Jerry Bartell Natl. Comics 15 mln. 30 mln. 15 mln. 13 52 168 Playtime with Jerry Bartell MUSIC Telecom lei Florlan ZaBach Guild Films Guild Films 30 mln. ■ The Amazing Talei Interstate Tv Interstate Tv 30 mln. 26 Show< •f Hani Chris- Frankle Laine Guild Films Guild Films 30 min. 3» tian Andersen Show) Horace Heldt Show' Nickelodeon Consolidated Geo. Bagnall Tv Geo. Bagnall 30 mln. 15 mln. 26 COMEDY 26 Meet Corliss Z,v Zlv 30 mln. 39 Series Archer* The Guy Lombardo MCA MCA 30 min. 52 Meet the O'Brien* Official Roland Reed 30 min. 39 Show The Little Rascals Interstate Hal Roach 20 mln. 10 mln. 100 This Is Your Music-' Jan Prod. Barrett 30 min. 26 DOCUMENTARY Natl. Telefilms Herbert Breg- 60 mln. stein America.! News- 15 mln. reel Where Were You? UTP Blng Crosby 30 min. Impact Tenth ot a Nation Essex Fllma DRAMA MYSTERY All Star Theatre Screen Gems Inc. Screen Gems Inc. 30 mln. Celebrity Theatre Screen Gems Inc. Screen Gems Inc. 30 mln. Conrad Nagel Guild Films Co. Andre Lm.it.. 30 mln. Theatre Oouglas Falrbanki Interstate Tv Presents Fabian of Seotlanc Telefilm Yard Man Behind the MCA Badge Mayor of the UTP Town* Paris Preclnet MPTv Sherlock Holmes MPTv Tales of Tomorrow ToeVee The Eddie Cantor Zlv Theatre The Ethel Barry- Interstate Tv more Theatre The Falcon NBC TV Film Federal Telefllmi 30 mln The Heart of Jul- MPTv Charles Irving 30 mln let Jones The Lone Wolt United Tv Pro- Gross-Krasne 30 mln. grams The Star and the Official 4-Star Prod. 30 mln. Story' The Whutlen CBS TV Film Leslie Parsons 30 mln. Vltapn Feature Vitapli Princess Pleturei 5.3 mln. Theatre 65-80 min. Waterfront United Tv Pro- Roland Reed 30 mln grams Prod. Oougfair Prod. 30 min. Trinity Prod. 30 mln. Procktor 30 min. Gross-Krasne 30 mln. Etoile Frod. 30 mln. Sheldon Reynolds 30 min. G. Foley 30 min. Zlv 30 mln. Interstate Tv 30 min. 26 26 26 78 78 26 39 39 39 29 39 39 26 39 39 26 39 39 26 NEWS Adventures In the News Sterling SPORTS Greatest Fights of Mannle Baum Allan Black the Century Enterprises 15 mln. World's Greatest Fighters In Action The Big Fights Inc."' The Big F Inc. ghts 15 min. The Big Fight The Big Fights Inc.i" The Big F Inc. nhts 60 min. Great Guys and Goats United World Zach Baym 3 min. Jalopy Races from HarrlScope HarriScope 30 mln. Hollywood Post Time, U.S.A. Tel Ra Sports Mirror Geo. Bagnall The Big Playback" Screen Gems Tel Ra 15 min. Wlckham Films 15 mln. 15 mln. Screen Gems Telcnews This Week in Sports INS Hearst- Mitrotone 15 mln. VARIETY Date with a Stan Consolidated Tv Geo. Bagnall 15 min. Movie Museum Sterling Biograph 15 min. WOMEN'S Kling Studios Kling Studios 52* 52 52 18 26 52 2f 26 26 26 i llhelninld In California. N I C Nan Haven and Blnghanjton. Other markets available for sal. S Id to Pacific Telephone in California markets available to local sponsors. 'Available In ■ available for local sponsoring ihc show nationally under the title. "Captili " I .-Is available for local sponsorship tn the markets not c n black A white; 13 In Orealefl V\ch- mormatlon on new films. 50 (See film notes, page 54) SPONSOR 987 miles west of Madison Avenue, on the Main Line, lies Iowa. Have you ever seen Iowa corn fields in late June? A New Englander, enjoying the experience for the first time, said they looked like green corduroy. We, with a television station to grind, prefer to think of them a short time later, when the green has turned into golden buying power. Iowa'e corn yield, a billion dollars annually, is the highest of all states. Have you ever heard the cry "sue-ee-e" bring ham- on-the-hoof to feeding troughs? In Iowa hog-calling is a fine art, and its practitioners hang their master- pieces in ever-growing bank accounts. Iowa leads the nation in the production of meat animals and in cash farm income from their sale. Another sound that breaks the good clean air of Iowa is "here chick, chick, here chick." It means spending money to most Iowa farmwives. Poultry sums aren't chicken feed, either. The value of Iowa's poultry exceeds that of any other state. But agricultural Iowa is slightly lees than half of the story. Industrial Iowa contributes an annual value of manufactured products which exceeds the income ($2.3 billion last year) from farming. Folks around these parts have been oriented to WMT radio for three decades and WMT-TV doesn't need a elide rule to measure station loyalty. The high regard which makes Eastern Iowans say "Turn to Channel 2" is beyond statistics. '' 23 AUGUST 1954 51 ■■ VSTINGHOUSE BROADCASTING COMPANY, INC. ^ KPIX, San Francisco WBZ-WBZA-WBZ-TV, Boston KYW-WPTZ, Philadelphia KDKA, Pittsburgh WOWO, Fort Wayne KEX, Portland National Representatives: Free & Peters, Inc. KPIX, San Francisco, represented by the Katz Agency, Inc. Boot home a winner on KOA-TV In Denver Television, your best bet is KOA-TV. Study the ARB dope sheet to see why! In the June, 1954 ARB, KOA-TV placed first in quarter hour wins - Sunday thru Saturday, 6 p.m. to sign off - going away! KOA-TV topped the field by a full 19X more than the second place station. QUARTER HOUR WINS Monday thru Saturday - 6 p.m. to sign off Wins Pet. WIN KOA-TV 81.5 47 Ploc* Station B 47.5 28 15 10 And KOA-TV's pure bred ACADEMY THEATRE, by far Denver Television's surest thing, is a typical example of KOA-TV's thoroughbred programming. ACADEMY THEATRE'S average quarter-hour rating of 17 really pays off on each 1- minute ticket. Savemore Drugs of Denver cashed in over $2000 00 in merchandise sales on ONE $79.50 ACADEMY THEATRE spot. To boot home a winner in Denver, place your money on the nose of the West's best bet... KOA-TV. &UI Petty ■' ¥ J ID al trad 1 v films adapted far movies: The well-established trend of movies be operating in reverse these days. Enthusiastic audience response lo leading 61m -cries on t\ led pro- ducers to the obvious querv : Win nol base movies around t\ characters? Test case for this theory was / Love Lucy. The Long Long Trailer, movie starring Ricky and Lucy Ricardo, was released recentlv. scored sufficient box office suc< ess tn encourage other in<>\ ie adaptations of tv fare. Also recent!) released is a motion picture based on Victory al Sea. A movie version of the Dragnet series was the next step. And in the talking stage is a movie version <>f Dangerous Assignment. Overseas expansion: Symptomatic of the increasing interest in foreign markets on the part of tv film svndi- cators is the planned expansion abroad of Ziv Tv Programs. Edward Stern, president of the In- ternational Division of Ziv Tv. recently announcde plans to open offices and agencies in Rome. Paris. Frankfurt and London. Ziv International was launched over two \ears ago when the company began research into inter- national sales possibilities. Says Stern, "Europe is fast develop- ing a well-knit network of television stations that will ultimately extend from Scandinavia to the Mediterranean and from Great Britain to the Iron Curtain." Stern predicts, on the basis ol Ziv - pasl experience in Latin Amer- ica, thai t\ film series will "form the foundation of consistent television pro- graming" in Europe. Film Basics reprints: SPONSOR Ser- vices has reprinted the six-page Film Basics section which appeared in the 1954 Fall r«c/s issue, 12 Julv. Film Basics i- packed with valuable data on the rapidly-growing t\ film industry, including information on reruns, net- work and lo< ;il film programing. Prices: Kio oi more copies, IV each: 25 or more copies, 2iu each; single copy, 25c. You may order by writing to sponsor Services, 10 East 19th St, New ^ ork 1 7. Hon- « station handles film: \\ |)at happt DS to a can of film when it reaches a given station? Expert han- dling and preparation on the part of the station result in a smoother, more pleasing performance. Inefficient, neg- ligent handling can mar the over-all effect or result in permanent damage to the film. W.NHC-TV, New Haven, recently re- ported a detailed description of the intricate processes involved between the time a reel of film is received and the time it is set for use on the projector. Admen mav be surprised to learn of the varietv of steps involved in preparation of a film for tv. First, the film shipping and receiv- ing department, after getting the film, catalogues and channels it to the pre- view and editing departments. If the film is not to be used immediatelv traffic labels it with the title and plav date as well as its next destination, and bow it is to be shipped. Next it is sent to the preview de- partment where it is first carefullv washed to insure smooth running through the projector. The preview people run the entire film through and censor it for anv scenes which might violate the t\ code. The film is timed, and the editors are advised if it is too long or short for a certain show, or if it is too light, dark or distorted. The film is cued to notify production that the reel is I ."> seconds from the finish. The editors and engineers are advised as to the audio and video content and < ] u a I i t \ . Film editors splice video commer- cials to the filmed program, cutting or adding as needed according to the timing requirements. I he film is then re-reeled and prepared for projection. \fter the film has been projected it i> broken down into its original form. and then shipped on to ii- next desti- nation. * * * 54 SPONSOR Jllan in tfje 3ron iHasfe . . 1954-style — and for quite a different reason! The mask of the welder is a common sight up and down the prosperous countryside of our busy Ohio River Valley. His is only one of the many skills in constant demand, at premium wages, by hundreds of plants — large and little — that thrive in this industrial nerve center of America. It's a big area, as befits big productivity, big payrolls, and ever bigger potentials . . contained within the boundaries of 116 counties spread across five states. Here are made goods as small as a grommet, as immense as super bridge girders — sought eagerly (and paid for handsomely) by consumers around the world. Small wonder that welders in iron masks . . experts at turret lathes . . deft workers on assembly lines . . men and women with high specialization they can bring to a diversity of jobs . . all have helped this bustling region amass a total buying power last year that just missed four billion sales-available dollars. A lot of it went into retail buying during 1953; this year may see even more. But this year (as last year) , WSAZ-TV is still the only single medium of communication that penetrates all 116 counties where these dollars are being spent. More than ever, as the favorite television station in the industrial heart of America, WSAZ-TV helps mold the buying habits of more than a million regular viewers. It can speak with equally mighty persuasion on your behalf — if you will only speak to The Katz Agency today. Welding skill is only one of many abilities needed in the versatile activ- ities of West Virginia Steel Corporation, fabricators and distributors of metal products at Charleston, W . Va. Founded 20 years ago with only five employees, the company has developed swiftly into one of the city's major business enterprises. TELEVISION Huntington-Charleston, West Virginia Channel 3-100,000 watts ERP \RC RASIC XETWORK-affiliated ABC and Du Mont Al.io affiliated with Radio Stations WSAZ, Huntington, and WGKV, Charleston Laurence H. Rogers, Vice President & General Manager. WSAZ, Inc. Represented nationally by The Katz Agency 23 AUGUST 1954 55 in the SOUTH'S fastest qrow'tjq market/ POPULATION 1940 88,415 1958 197,000 RETAIL SALES 1940 $ 20,251,000 1953 $184,356,000 FIGURES RANKS 92nd IN EFFEC- TIVE HIVING INCOME HIGHEST PER CAPITA INCOME IN LOUISI- ANA WORLDS MOST COM PLETE OIL CENTER CHEMICAL CENTER OF THE SOUTH DEEP WATER PORT To sec your sales reach their greatest heights in this rich pctro-chcmical market, select WAFB-TV. the onl) TV sta- tion in Baton Rouge, with programs from all ) networks, and our own highly-rated local show s vLU 1U 1\] vlj 1. [Continued from jxi^c L0) :ar radio- and portables at the beach"; we will overlook state- nents about the virtues of earlv morning and late nighttime buys as a contrast to the way thing- used to be. Our approach to 1 1 1 i — new medium will be completely posi- tive. Here are some questions we will attempt to answer. What do we get for our advertising dollar today? \\ hat flexibilities docs it provide us? How potent i- the human voice? We're going to get into what i- the heart of any advertising medium — copy — and discuss the advantages of spoken adver- tising, the simplicity of it. the impact it has on even the mosl casual and inattentive listener la nice dig at media which in- volve the pangs of readership and which require the riveted attention that video-in-motion does). We may even delve qualitatively into that mosl captive of all audience the car audience. \nd here's the big >tick we will wield. We're going to -et tin- new medium apart from all other- I rather than attempt to make it supplementary to and a stepchild oi tv). W< going to lump the visual ad-media together for once and then look across the fence at the one advertising medium which tells it- story to the ear — in locations when no other advertis- ing can be given a minute of time to do it- work — at times 01 the day when reading and viewing are impossible or require effort. But there mu-l be -core- of other valid and bright new approaches. That's why and where we and radio need von. So — in answer to your query — is there any place for a young man in thi> scheme of thing- again 1 -a\ "'And how! Ma) be there isn'l the glamour of t\ nor will yon be talking to, in general, the mosl hep people in the agency. Nor will you get as much time with the Mr. Bigs of the various concerns you deal with a- you might il von were peddling the Ga) !«'- morrows of tele\ ision. Nor are the golf tournament- as lavish i though CBS did have a -na//\ radio boat ride recently I. Uso, a dollar for radio i- harder to \n\ loose, to be sure. Bui the future i- as assured as i- sunrise. For radio is a giant with tremendous audience appeal and a vivid salesman. It built a myriad of product- in the past 30 years and i- ready, willing, able to do the same in the next 30. Regards, Robert 56 SPONSOR You've Got to TALK THEIR LANGUAGE to SELL 'EM! I at's why America's top independents are doing >i h a good selling job for national advertisers eyry where. Independent radio stations never stf) catering to local tastes, talking to their lieners in everyday, familiar terms that sell ii're because they are more understandable. more believable! If you too want to achieve better impact for youi selling message, contact any one of the top inde- pendent stations listed below. All are staffed with powerful local personalities who know their mar- ket, can put across your story. These Top Independents Can SELL THEIR HOME MARKETS! WCUE —Akron, Ohio WMIL WCOP — Boston, Mass. WKDA WDOK — Cleveland, Ohio WAVZ KMYR — Denver, Colorado WTIX KCBC — Des Moines, Iowa KBYE WIKY — Evansville, Indiana KOWH KNUZ — Houston, Texas KXL WXLW — Indianapolis, Indiana KITE WJXN — Jackson, Mississippi KSON KLMS — Lincoln, Nebraska KYA WKYW — Louisville, Kentucky KEAR WMIN — Minneapolis— St. Paul, Minn. KOL - Milwaukee, Wisconsin ■ Nashville, Tennessee • New Haven, Conn. • New Orleans, La. Oklahoma City, Okla. Omaha, Nebraska Portland, Oregon - San Antonio, Texas ■ San Diego, California San Francisco, California San Mateo, California Seattle, Washington They are all members of AIMS — Association of Independent Metropolitan Stations — each the outstanding independent station in a city. KREM WTXL KSTN KSTL WOLF KFMJ KWBB WNEB CKXL CKNW CKY Spokane, Washington • Springfield, Mass. Stockton, California St. Louis, Missouri Syracuse, New York Tulsa, Oklahoma Wichita, Kansas Worcester, Mass. Calgary, Alberta, Canada Vancouver, B. C, Canada Winnipeg, Manitoba, Canada tim for BULL'S-EYE results. ..with the AIMS GROUP °»OUT»*»lf 23 AUGUST 1954 57 MOST HIGH-POWER TV STATIOI Over 100 RCA High-Power TV Transmitti Equipments Already Delivered Not by towns — not by cities — not by states — but across the er. country as a whole — most high-power TV stations are using F equipment. Today, more than 70 are "on-air" and operating at i maximum power permitted by the FCC. Almost every week n Television stations are going to high power— with RCA equipml %• \ \ iMimm RC>TS 50-KW VHF TRANSMITTI! High-Power lran»miller jnlenna combination* can flood" TV jervice area* with sfon ial» - close in AND for out1 KRE RCA-EQUIPPED! 'bur investment in high-power equipment is going to be a major tep. Make sure you make the RIGHT decision. Specify RCA — s most high-power stations are doing across the country, and deal ^ith just ONE responsible equipment manufacturer. It's important! ror technical planning help on the system best suited for your pecific requirements, call in the man who has already helped many if the high-power TV stations get started -YOUR RCA BROAD- EST SALES REPRESENTATIVE. In Canada, write RCA Victor, ^td., Montreal. seal mmmm 166 8681 Why this sweeping acceptance across the nation? 'SATURATION" COVERAGE. ?CA High- Power TV transmitters — operated in combi- nation with RCA antennas— deliver high ERP at low operating cost. SUPERIOR PERFORMANCE. *CA High- Power TV transmitters deliver superior picture quality — have plenfy of reserve power for color operation. They are conservatively rated— operate with remarkable stability day in and day out. ALL AIR-COOLED. ALL VHF High-Power TV transmitters currently being delivered are air-cooled— a feature that saves substantially on equipment installation and maintenance. RCA TV transmitters use con- ventional, inexpensive tubes that every sta- tion man is familiar with. RCA SERVICE. RCA High- Power TV transmitters are backed by a na- tionally-famous broadcast engineering serv- ice organization — plus 'round-the-clock serv- ice on all replacement parts for RCA equip- ment. COMPLETE MATCHED SYSTEMS. RCA supplies High-Power TV transmitters — and everything else needed by a high-power plant; antennas, towers, dummy loads, monitors, measurement equip- ment. And note this fact: RCA TV systems are matched throughout. No time wasted on criti- cal adjustments of mismatched components. Peak performance is assured now and in the future. RCA Pioneered and Developed Compatible Color Television RADIO CORPORA ENGINEERING PRODUCTS DIVISION ON of AMERICA CAMDEN, N.J. CLOTHING SPONS< I] i House \G\ N< "i : Direct I VPSI M i VS1 HISTORY: The sponsoi signed foi six participations weekly on the Steve Mlison shun (11:05 pjn. to 2:00a.m.). If ter two weeks / W . Knopf (of the House) wrote II PI ^ : '72 IS iM tZING! I a mild nevei have believed that a radio program in such a slant period oj time could do so much business, , . , On the strength <>i the additional business plus the tremend- ous publicity u<- have received, tins letter will advise \<>u that ut- a ill continue "in contract . . . do not expect a cancellation at the end oj L3 weeks. . . ." Cost'. $133.00 u eekly. \\ I'l \. Philadelphia PROGR Wl Stevi Ulison Show CONCRETE BLOCKS SPONSOR: Wlni. Block I o. VGENl 'i : Direcl I VPS1 II < VS1 HISTORY: Harold II hite went into the cement block business seven \ears ago. live years ago he started advertising. He used only one medium — ra- il'm. I ml he used only one radio station. KREM. Each \enr II hite put 2', i>i his total volume into the KREM advertising on u year-round basis, even though the con- struction industry is a seasonal business. II hite happily reports that his advertising has paid off; at the end of the fourth consecutive yeai oj advertising Ins annual sales i olume has donhled. Kill \l. Spokane I'Kix.l! Wl: VnnouncementJ T-SHIRTS \\ S \/. 1 1 unlington SPONSOR I • -I- Shops \».l Nl ^ : Direcl I M'-l I I I VSI HISTORY: Bob I doff, manager of the Huntington Leeds shup. j>ut all his advertising eggs in one basket and it paid off. I sing participations {at a \Z-time cost "! 19 >" each) on th< Stan & N,im show, I doff said "I hare had numerous and continued successes in merchandising particular items, due oj the most sua - cessful promotions was the sale oj *'|M| T-shirts in a two- dm period, advertised only on the Stan 8i Sam slum. . . . I am highly pleased with the whole venture. . . ." PROGR Wl Si in S Sam Show DEPARTMENT STORE SPONSOR: Simpsons-Sears Ltd. \(.KM A : Direct I \I'M IK < \-h HISTORY : In May of this year Simp. SOnS-Sears Ltd. opened its second Canadian store in A'o- naimo, II. (.. Since then the store has offered a "radio special" periodically on (.III H as a test of radio. \ine announcements all in one day are broadcast i total cost; $36.00) for each "radio special." \o other adver- tising is used. To date the specials have included feather pillows, aluminum • minister sets, )oche\ shorts and drink- ing glasses. All have been completely sold out : the drink- ing glasses, for example, were sold out in 2-time schedule. WFOR, Hattiesburg, Miss. I'R< M.R Wl : \riii..uii(. SAW SETS SPONSOR: Pennsylvania Saw Sets iPenn Saw I \<-KM ,i » \I'M II ( W! HISTORY : The spans,,,, selling a han- dle with four interchangeable saw blades, contracts four weeks of participations on Sunrise Salute. Result* a ere so good, however, that he renewed four times un in a week cycles). It the end of 12 weeks he had re- ceiled L,351 orders at $2.98 each. Thus, for an ad i ing expenditure of $1,440.00, he got $4,025.98 north of business. The schedule ran from 1 February lTil tlr 2 1 Ipril L954 between 6:00 and 6:45 a.m. \\ EEL Boston PROGR Wl: Sunrise -alule FURNITURE SPONSOR: Wayside Furniture \<.l \< ^ : I1 I U'-lll- I VSE HISTORY: The Wayside Furnitun began its cur, cut radio advertising last December at the same time that it dropped all its newspaper advert Using nine announcements weekly uit a < ost oj ' weekly I, John Hingle, manager, says he nou "resen- tative ran giie you complete information. Or write — WPLH, at Huntington, W. Va., was carrying a heavy load of "spots" but had room for additional sponsorships of its popular five-minute AP news programs. General Manager F. J. Evans analyzed his list of sponsors. One of the heavy "spot" users was Lawrence Drug, which had been a sponsor with the station since WPLH went on the air in 1946. The "spots" had done a good job for the firm. Wouldn't one of the five-minute news programs do a better one? A WPLH account executive talked it over with the druggist, and he agreed. Within a month Evans had shifted two more satisfied "spot" buyers to five-minute AP news. One was B&B Food Market, featuring its own brand of coffee. The other was Pilgrim Laundry. And in each case, the sponsor's satisfaction increased. In a multi-station community, Evans says, "Make the most of what you already have. In our cane, it paid off for the station and for our sponsors." Those who know famous brands . . . know the most famous brand in news isjf 23 AUGUST 1954 61 1 TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) m — WJHP-TV Channel 36 § § § 53,374 UHF SETS-IN-USE § § § ABC • NBC • DuMONT Television Networks § § § For rates, availabilities, and oth- er information, call Jacksonville 98-9751 or New York MU 7-5047. § § § WJHP-TV JACKSONVILLE, FLORIDA 276,000 watts on Channel 36 Represented nationally by Jahn II. Perry Associates Everett Hoyt (left) welcomes John Knox of Knox Gelatine to new agency offices agency profile Everett IV. Ho. if I President Charles W. Hoyt Co., New York When Everelt Hoyt, now president of Charles W. Hoyt Co., jirad- uated from Yale in l(J27. radio was the new and glamorous adver- tising medium. Ho\t therefore went into the radio department of his fathers agenc) . Vmong his first accounts was a small ginger ale companj with two 15-minute musical programs a week cm a split Eastern network. "Our talent costs were about $200 or $300 a week," Hovt told SPONSOR. This expenditure paid for a piano duet and a tenor, hut the client didn't like the tenor. During an audition from the client's booth i from which he couldn't see the tenors i Ib.vl picked a fellow Yale man: Lannv Ross. Ross took the job for $25 a program and lost it two weeks later when the client got the original tenor back. Today, as head of an agencv billing at the rate of $8 million in 1954, Hoyt looks back nostalgically to the da\s when talent costs could be measured in three instead of five figures. "Our radio and tv account- generall) spend between $200,000 and $1 million a year," Hoyt explained. "This means that network i\ is prettj well out of our range at current prices. Those of our clients who are using tv are using it on a spot announcement basis. Rut more and more of them are determined to net into the medium. As a result of this rush into tv b) medium-sized advertisers, the proportion of Ho\t billings going into air media has risen sharpl) over the past three years: some 35^5 of over-all billings are in radio- tv today. This percentage figure includes anion- others Arnold Bread, Knox Gelatine, G. Washington coffee and Kirkman Division 01 < lolgate-Palmolive ( !o. Vmong the oldest agencies in the business under its original name. Charles W. Hoyl Co. was founded bv Everett Hoyt's father in I'M)'). It was taken over bv brother- \\ inthrop (now chairman of the board) and Everetl (president) in 1(>2."> when the two were 21! and 2 ! v ears old respectivel) . When not supervising the agency, which ha- some 11" employees in a modernistic new Madison \venue office, llovt spends his time in Cold Spring Harbor with his wife and three -on-. * * * 62 SPONSOR Flowers by Air j WNAX-570 recently offered its radio audience packets h. The facts available lend emphasis to the exceptional \alues the broadcasting medium has offered advertisers. The advent of the new medium has stimu- lated the development and refinement of techniques in the am field that en- hance it- selling productivity. 66 See Canadian section this issue page 75 SPONSOR HAD TIME TO ASSESS TV By J. A. Hammond Broadcasting Manager, Canadian Marconi Co., Montreal The answer is — no. Though the fun- damentals of the am - tv competi- tion are the same in both coun- tries, the situa- tion in Canada contains elements which do not exist on the American scene. Canadian radio will have main of the same problems faced by Ameri- can operators plus quite unique prob- lems which radio in the U.S. has not had to face. But it is not all bad since the policy of our government has caused tv in Canada to take an en- tirely different form and in some re- spects this has made the lot of the ra- dio operators much easier. Further, Canadian stations have had the benefit of watching the progress of tv in the U.S. before having to face it here. This is no mean advantage. Generally speaking, there are fewer stations in each market in Canada com- peting for business than there are in the United States and this is an ad- vantage. On the other hand, the rate structure in Canada is lower than in the U.S. and the "pie" to be cut up is, generally speaking, much smaller. Television has grown but slowly in Canada and the CBC's policy of reserv- ing major markets for its exclusive use has greatly slowed the rate of growth of the new medium. This monopoly has resulted in a shortage of time in major markets. Some advertisers may have found that they could not get ma- jor market stations and discovered that they could not economically buy the lesser markets due to the high cost of tv production. This has caused much confusion and no doubt will result in many last-minute switches in budget appropriations. Signs now indicate that money which had been earmarked for tv is now being cut up and spent in other media. Some of this money will come back to radio and optimists will assert that because of the size of tv budgets more money will wind up in radio than in the past. If billings continue to hold up at their present rate for the next few months — and l Please turn to page 128) NOVfl25,000 WATTS! TOWER POSITION HIGHER! WATTAGE TRIPLED! MARKET COVERAGE. ..SATURATION! — and a big plus 1 1 ! ! Fantastic is the word — the word for the way viewers of the Rochester area have, during these first eight months, welcomed Channel 10 into their living rooms. It's the word, too, for the way local, national and network sponsors have gobbled up our time . . . that, of course, is what top programming does for a station! ist look up the Rochester Spring "Hooper"* your- ;lf — check rates — study our coverage map above — len consider this new Channel 10 up in power! . . . 'e'll wager you'll be asking us for availabilities! ON CHANNEL 10. — The strong CBS daytime is our own smash local participating programs 15 to 20 ratings, some adjacencies to ratings !9 — vet at our low, low class "C" rates. CHANNEL 10 CBS BASIC OPERATED SHADE TIME B t WHEC-TV • WVET-TV VH F ABC AFFILIATE ROCHESTER, N.Y. EVERETT-McKINNEY, INC. • NATIONAL REPRESENTATIVES • THE BOLLING CO., INC. 23 AUGUST 1954 67 mighty moving experienc yz '"?- ^+«0#-/ * Moving to NBC: Premiere Oct. 5 . . . 7:30-7:45 8:00-8:30 People Are Funny Morgan Beatty and News of the World 7:45-8:00 One Man's Family' Sponsor: The Gillette Co.; The Toni Co. 8:30-9:00 Dragnet »«», Sponsor: Miles Laboratories Inc. Division & Mars Incorporated Sponsor: Liggett & Myers Tobacco | cB1>oEj' 68 SPONSOR Speaking of moving . . . the big surge, the big shift is to NBC radio . . . where t lers are moved to laugh, to cry, to buy. Programs and sponsors are switching. More and more t lers are switching. It's all part of the new excitement on NBC this Fall! Take Tuesday night ... a great new day for radio. Two long-famous shows, Lux Radio Theatre and tde Are Funny, are moving to NBC and bringing their fans with them. Other programs have ■e juxtaposed ... to make Tuesday night one solid can't-leave-it-for-a-minute mass of entertainment. Side by side, the seven programs below, guarantee audiences in the millions at a cost in ies, for every Tuesday night advertiser. If you move fast, there are still one or two opportunities ityes, tor ev >rou to join this great NBC evening. We suggest that you call your NBC representative now. cwonder the big Tuesday night shift is to NBC Radio o service of Radio Corporation of America 10:15-10:30 The Great Gildersleeve / VVvAAAA''v/vM VWVWN W'x'VVV^'* v\ ■ 'Sponsored on other nights by The Gillette Co.; The Toni Co. Division, and Radio Corporation of America. ** Sponsored Tuesdays and other nights by Prudential Insurance Co. of America, Radio Corporation of America, Lewis-Howe Company. Carter Products Inc., Liggett & Myers Tobacco Co. Inc. 23 AUGUST 1954 69 m < H I lf» finds public service proyrams can pay oil' in sulcs Public service programing needn't be an arti-li< SUi < ess imt a finan< uil Failure. W I KG, W sster, has found thai .1 public sen ice show can prove ild West -how- a stockade being stormed. It looks very realistic — ex- cept toi a storm -ewer plainly visible on one side of the screen. * * * Oklahoma City retailers toltl about color television It wont be long until the price of color tv sets comes down. That's the opinion of P. A. Sujijj. manager of WKY-TV, Oklahoma City, Okla. The station, which planned for color far in advance, is completely equipped for color t\. Sugg tells why there'll be cheaper sets soon: I here are so maris principles invoked in color tv that the field of improvements is wider than in other appliances based on onlv a fen fundamental principles. "Add to this the economic fact that even person who now owns a black and white set will want a color set. savs Sugg, "and vou have a readv-made situation for a -wiftlv moving pattern of an improved product for (ess money." Sugg's analysis of the color suita- tion, in question-and-answer form, i- contained in a 14-j>age booklet being sent to Oklahoma Cit\ retailers. Titled Hue and You, the booklet I printed in colors, of course) points out to retail- ers that "there is no single factor which has more influence on human affairs than color. There is color in all things we term "beautiful" . . ." the booklet states. "It is our belief that all other forms of communication have been 'substitutes' for reality. Color televi- sion will enjoy the complete approval of both viewers and advertisers, for, at long last, here is a medium that can reallv "take you there." to enjoy the 'color, the "sight, the "sound' and the "motion" of the whole world of enter- tainment and information. ..." * * * Briefly . . . The first color network television program to be seen in Kentucky was 7/ie Marriage, telecast over W A\ I - TV, Louisville. The show was tele< a-t 29 Julv. Some television stations are starting to resemble "'continuous performs] movie theatres. A case in point: WFBG-TV, Altoona. which programs the late movie each night as the first movie in its schedule the following af- ternoon. One viewer, commenting on the situation, said he gets sleepy half- way through the nighttime movie so he tunes in the next afternoon to find out how the picture end-. 70 SPONSOR The Liberace Radio Show was re- leased a month ahead of schedule "in response to urgent requests from spon- sors and stations." Edward Grossman, director of Guild Films Radio Div., said. He said the first Liberace radio program was broadcast over WTOF, \\ ashington, 9 August, and was spon- sored 1»\ the Oldsmobile Dealers of Greater Washington. * * * The picture below shows Miss WFLA, Tampa, who is doing her best to point out to agencies and sponsors that "wherever you go. there's radio." In private life Miss WFLA is Joan Whitley, who won the title in a recent heauty and talent contest conducted by the station. Miss Whitley and the run- ner-up in the contest, Nenita Tolon, won all-expense paid trips to Miami Beach and Havana. * * * Goldswan Productions Inc.. as part of its over-all expansion, last week moved into the New York offices for- merly occupied by D. P. Brother & Co. The offices have been redecorated in an antique decor. The appointment of Miss Frances O'Brien as public rela- tions director and account executive was part of the expansion program. [Please turn to page 1401 LOYAL? Sandwich your spots among the TOP 20 PULSE- rated programs on WBNS, and join the satisfied sponsors who savor flavorful profits from loyal WBNS listeners. The Apiece de resistance" is a market of more Central Ohio listeners than all other local stations combined! CBS for CENTRAL OHIO ASK JOHN BLAIR radio COLUMBUS, OHIO 23 AUGUST 1954 71 TOUCHEE *** sflV)A i\o^ corAto^ SPARKLING SCRIPTS! S< \W* 0^ BASED ON CHARACTERS CREATED BY F.HUGH HERBERT. "T0 "\J HE MAGIC OF YOUTH! FOR No 'Ly Listening — the \ oiniii-tei ■-. too. Millions upon millions of Canadians, with more mone) than ever to spend . . . and wanting to know what to spend it on. Speak up. You'll be heard in (>.V , of all the home- in Canada ... in the language familiar to each home. English or French. You'll he heard in the best of company — the big network -how- plus the friendly entertainment, new- and >ervices that only local radio can provide for its community. Local radio in Canada i- welcome, inti- mate, per-iia-ive. It's everywhere, in a countrj where onl} 38^ of the popula- tion lives in cities of 30.000 or over. It combines penetration, effectiveness and econonrj a- no other advertising medium in Canada can. That'- hard tad. Purchasing power i- booming. Canadians -pent H)1 o billion dollar- in 1951. ju-t in the retail -ton-- . . . almosl 11'^ billion dollar- in 1052 . . . and well over 12 bil- lion dollar- in 1955. And Canada buys in. ire I .S. good- th. in any other country other than your own. With cash— tic -tull that*- -training every billfold in the coun- try. Want a share? Canada is waiting by the radio. Just speak up. * TV? Increasingly, Canada i> waiting bj the T\ set. too . . . by the end of 1954, at lea-l 17 inde- pendent TV stations will be prepared to < arr\ \<>ur messages to enthusiastic, new TV-viewers. You alread} know the kind of impact T\ has on fresh, receptive communities. \nd you know the rich value Canada can he to you a- a market. Draw your conclusions. Map your media strategy. But remember this: your greatest opportunity in Canada i- VOfl / CANADIAN ASSOCIATION OF RADIO AND TELEVISION BROADCASTERS 108 Sparks St.. Ottawa 373 Church St. Toronto, Ontario 74 SPONSOR fifi tmiiKil t'fimitlimi Section A€lvertis€>r9s yuide to ian radio and television: Highlights of radio-tv picture Canadian radio reached a new hif/h in saturation and number of homes this year. While the effect of tv has been slight, radio stations, armed with the experience of brother broad- casters in the U.S., are preparing already to put their best foot forward. Television will have its first big fall in 1954. Advertisers in both air media are selling to a population that is more prosperous than ever before. Project Editor: Alfred J. Jaffe 4 Canadian market: how it's grown since last year and how it differs from U. S. Canadian radio: bigger than ever and readying itself for tv competition Canadian tv: the latest information on status of stations and set growth Round-up: a potpourri of stories on how am outlets program. sell. promote Every commercial radio station in Canada listed with reps, rates, et cetera page 76 page 78 page 80 page 82 page 84 23 AUGUST 1954 75 1 Danadiiii to the ILS. The Dominion likes U.S. prod different enough to rec|iiii*?Mi RAW MATERIALS: Canada's riches of iron ore, aluminum, oil and water power are sparking its continued economic ascendency pp hen the last legal barrier to the St. Lawrence Seawa) ua- removed bj the I ,S. Supreme Court in June. Ca- nadian- literall) danced in the streets, i \nd Canadian radio, incidentally, had a lot to ilo with getting the crowds out. I Hiis jubilant reaction illustrates two outstanding, if somewhat contradic- tory, charai teristics about Canada and tin- Canadian market today. Let's take a -unnnarv look at them: I. Canadians look more and more to tin- 1 .S. as partners and friends. [*he\ welcome I .S. participation in the Seaway. I hc\ well oinc I .S. participa- tion in developing the vast I ngava iron ore deposits on the bleak Quebec- Labrador frontier. (The first ship- ments of I ngava on- moved b) water on 1 August, i The) welcome, in short, apital and initiative. But more than thai the) < onsume I .S. products, enjoj I .S. entertain- ment, often copj I ,S. manners. This mtinuing to attract I .S. firms to th< Dominion. The latest to join the parade north is General Mills, which has jusl set up a < anadian operation, i- ahead) bus) advertising, will spend at least hall ol it- aA budget in radio and t\ . 2. On the other hand Canadians are looking to themselves with a new awareness of their vitality and prog- ress. Thej were prepared to develop the Seaway themselves if the I .S. didn't decide to come along. After 30 years of U.S. hemming and hawing it was the firm decision of the Dominion to go it alone if necessary that helped .-park U.S. Congressional approval of the Seawa) . If Canadians welcome I .S. invest- ments, they also do a bit of investing themselves. It is not widely known that Canadian investment in the U.S. is greater, per capita, than U.S. invest- ment in Canada. Canadian investment in the U.S. now totals $1,250 million "i $83.33 per Canadian. U.S. invest- ment in Canada totals $8,000 million or $50 per person in the I .S. Similar l\ Canadians, who are great admirer- of I .S. advertising methods, are being depended on more and more in take on advertising and advertising servicing chores of U.S. subsidiaries and sister firms in the Dominion. Ear- l\ advertising bj I .S. firms in Canada was almost a cai bon-cop) of I .S. themes and te< hniques. \\ Idle basic appeal- in advertising copj and pro- graming are the same the world ovei . effective advertising requires an inti- mate knowledge of markets and peo- ple. As much as Canadians take over I .>. ways of doing things there are enough differences between the two peoples to require experts to do a good selling job. Canada is not only attracting new firms from the U.S. hut subsidiaries already there are expanding opera- tions. Westinghouse has completed a new plant. Both Ford and Chryslei are embarked on expansion of their manufacturing operation-. The fact is that Canada i- continu- ing to boom. This is not onl) true in the field of raw material- i water pow- er, oil. aluminum and iron ore) hut is obvious in the things an observer can see. \ \isitor to Canada cannot help but he struck by the evidences of ma- terial wealth new homes, new office buildings, new shopping centers. This boom is evident despite a mild n -ion centered in the "home indus- tries"- and a few soft spots in agri- cultural area-. Let's run over quick!) a few basi< figures on the ('anadian market: Population at the 1 eginning of the \ear hit more than 15 million, an in- crease of more than too.ooo since the 75 SPONSOR larket: cousin nt not a twin j»vs U.S. entertainment, but is leseene experts for effective selling* PRODUCTION: Canada's increasing standard of living provides a market for growing list of home industries year before. This may not sound large beside the U.S. but the Canadian pop- ulation is increasing at more than tw ice the rate of its southern neighbor. This increasing population is better off than ever before. The average ba- nc weekly wage (not including farm- ing or fishing I was nearly 6rv higher in 1953 than the year before. The ac- tual figures are $53.86 (Canadian I in 1952 and $57.03 last year. This re- flects real income. The price index during the last month of last year was at exactly the same level as 12 months previous. As a matter of fact, the price level during 1953 was lower most of the time compared with the vear be- fore. Retail sales last year were nearly 4' "f above the year before, or. roughly $12 billion (Canadian) in 1953 com- pared with $11.5 in 1952. The rate of increase was smaller than 1952 over 1951. Increases were registered in all categories except general stores, mens clothing stores, restaurants and fuel dealers. The largest increases were among I 1 ) auto dealers. I 2 i lumber and building material dealers and i 3 I appliance and radio-tv set dealers. Canadian prosperity is reflected in I Please turn to jxige 86 I viinillllliiii mum iiiiiiniiiiilliiii ,ii,:iii illliiiililllilllli mi iiiiiiiiiiiiiiiiilNiiinii niiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiriiiiiiiiiiiiiiiiiiiit mi Canada's population and radio set counts by provinces ("54 vs. '52) Per Cent Population Households Radio BRITISH COLUMBIA 1954- 1952 -1.252,000 -1,181,000 393,008 371.000 94.4 ALBERTA 1954- 1952 -1,023,000 - 965,000 283,000 •:>;7.ooo 93.6 04.4 SASKATCHEWAN 1954- 1952- - 871,000 - 807.000 241,000 238, 000 96.7 MANITOBA 1954 L952 - 820,000 - 766,000 226,000 214.000 95.1 92.:. ONTARIO 1954 -4.977,000 1952 1.647,000 1.378,000 1,282.000 97.) 95.2 QUEBEC 1954- 1952 -4,342,000 -4,102,000 958.000 905.000 97.4 96.0 NEW BRUNSWICK 1954— 1952— - 542,000 - 512,000 129.000 122.000 91.8 PRINCE EDWARD ISLAND 195 i 108,000 - 1 00,000 24.000 22,000 91.7 90.9 NOVA SCOTIA 1954 1952 ',71.000 >.:;>;. ooo 172.000 l'i3.000 97.1 NEWFOUNDLAND 1954 1952 - 390.000 - 365,000 32,000 76.000 8T.8 80.3 CANADA (total) 1954 — 15.018.000 3.886.000 96.4 1952—14.081.000 3.660.000 94.4 SOURCE: Bureau of Broad- ast Measurement, '52 ajid "54 booklets. 23 AUGUST 1954 77 I 2 Radio is ready for I v battle \ itloo effect is slight so far as radio homo saturation roaches now high Q. What changes have taken place in Canadian radio? A. Canadian radio i- bigger. The Bu- reau ..I Broadcast Measurement, an all- industry group supported b> broad- casters, agencies and advertisers, dis- closed thai at the beginning of this year there were 3. 7 !'>(> newspapers, $34,333, 379, (2) in six weekend papers, $9 357,194, (3) in 11 magazines, S14. 888,236 and 111 in 13 farm papers $5,950,955. It would appear from these estimates that radio in Canada leads all other media with its total spot. network and local billings of ahout $40,000,000 (this total derives from the three figures in paragraph above). Q. What effect has tv had on radio listening? A. lp to now. not too much. This fall will be the first during which there will be a substantial number of t\ -ta- tions on the air. There were three Ca- I Please (urn to page 89) Canadians love sports. Pat Connolly, sports director of CJCH, Riddle contest programs are (till riding high north of border. Woman Halifax, broadcasts a 6:00 p.m. sports strip for the Gillette Co. receives $2,600 prize in "Trea$ure Che$t" program, CHUB, Nanaimo , OT.«»ll'j MX In,, 78 SPONSOR \() Canadian netWOrk prOgramS 1954 {compared with how thesi shows did in '53 and '52) DAYTIME ENGLISH TOTAL RADIO HOMES REACHED 1954 1952 000 r,c 000 % 000 % homes hornet homes homea homes homes per week) !A =>ERK1NS GT TO HAPPINESS FER YOUNGS FAMILY . (■HAPPY GANG },) OF LIFE GSISTERt F CAN BE BEAUTIFULt 1 I WEEK HBOURLY NEWS OVER HOLLYWOOD OLITAN OPERA 3 DY DOODY Ton 5 tn previous years 730 27 720 27 840 33 699 26 631 23 685 27 689 26 672 25 748 30 569 21 594 22 662 26 622 23 624 23 607 752 24 30 612 23 614 23 691 28 394 15 254 9 324 13 320 12 309 11 115 5 153 6 107 4 81 3 81 3 230 9 IGHTTIME ENGLISH TOTAL RADIO HOMES REACHED 1954 1953 1952 000 '"„ 000 % 000 homes homes homes homes homes home H BEK 1,074 40 1,057 39 1.189 47 MISS BROOKS 822 30 842 31 901 36 N ANDY 798 30 750 28 811 32 T GILDERSLEEVE 554 21 576 21 513 20 E THE WEALTH 493 18 498 18 486 19 R BERGENt — 743 28 807 32 HOCKEYt 408 15 604 22 743 30 THEATREt 476 18 513 19 '< limes per week) NEWS lO O'CLOCK 262 10 297 11 392 16 NEWS ROUND-UP 160 6 172 6 173 7 NEWS 6 O'CLOCK 109 4 149 6 Y VAUGHAN 120 4 139 5 OF THE ARMY 83 3 108 4 113 4 i in Top 5 In previous years 449 65 409 59 • * 436 63 390 56 341 54 425 61 385 55 392 62 387 56 349 50 360 57 383 55 319 46 4 • 292 42 292 42 316 356 50 56 58 52 37 DAYTIME FRENCH TOTAL RADIO HOMES REACHED 1954 % home DAILY (5 time, per ivvki JE VOIS Al TANT AIME FRANCINE LOUVAIN JEUNESSE DOREE RUE PRINCIPAL VIES DE FEMMES TANTE LUCIEt GRAND SOEURt '■ ONCE A WEEK OPERA DU METROPOLITAN Nil broadcast in 1952 fWere In Top ."■ In previous rein NIGHTTIME FRENCH TOTAL RADIO HOMES REACHED 1854 1952 000 % 000 % 000 % homes homes homes home* homes homes ONCE- A- WEEK THEATRE FORD TANTEZ VOTRE CHANCE LA MINE D'OR N.H.L. HOCKEY LE CURE DE VILLAGE RADIO CARABINt CEUX QU'ON AIME1 DULY (5 limes per week) UN HOMME ET SON PECHE CHAPELET LE SURVENANT LA FAMILLE PLOUFFE METROPOLE RADIO JOURNAL (CBC NEWS)t YVAN LINTREPIDEt tWere in Top 5 in previous years 150 22 120 17 112 18 143 21 136 20 62 10 133 19 144 21 182 29 111 16 198 28 244 39 110 16 164 24 54 9 298 43 217 34 50 7 164 24 179 28 555 80 527 76 420 66 424 61 385 55 261 41 350 50 82 12 240 35 135 19 264 38 294 42 322 51 178 26 161 23 207 33 70 10 86 12 182 29 itiis above are those of International Surveys, which uses diary method. i covered is first week of April for the three years. The English ratings are based on all Canadian homes; the French ratings are based on Quebec homes only. Note popularity of nighttime strips among the French Station's ingenuity pays off in publicity attending presentation of park to city. (See CKCW, Moncton, in the station round-up story.) U. S. syndicated shows are popular in Canada. Eno-Scott & Bowne buys Ziv's "I Was a Communist" on CJVI, Victoria, gets display 23 AUGUST 1954 79 3 Canadian tv: its limited commercial time is sold out Mom in ion > i«loo prepares tor first big year with 75% coverage bv early part of *55. Advertisers chafe under government controls Q. What's the status of Canadian tv? A. At the present time there are 13 -tat ions on the air, six of them govern- ment-owned and seven private. Another 1 l stations have heen approved by the I B( and are under construction. One of these is a CBC station and the rest are private. Practically every one of those stations not yet on the air will be bj the end of the year. Approval for a 28th sation is cur- rently up in the air. The CBC set aside a private application for a tv station in St. John"-. Newfoundland, and rec- ommended to the government that it Latest information on status of Canadian tv stations Call Ch. Inter- Power Letter* No neeted Visual Aural 1 j hr. 1 1 min. on air Reps* Reps* S T A 1 r f € > IV s O V A f It Hamilton, Ont. CHCH-TV u yes 42.9 V 2575A $240' $90J 7 )une '54 AY AC Kitchener, Ont. CKCO-TV 13 yes 16 V 8.45A $180 $60 1 Mar. '54 WT JAH London, Ont. CFPL-TV 10 yes 117 V 59.6 A SI 80 $60 28 Nov. '53 WT A-C Ottawa, Ont. CBOT 4 yes 15 V 7.5 A $150 $50 2 June •53 CBC CBC Montreal, Que. CBFT 2 yes 15 V 7.5 A $318 $106 6 Sept. '52 CBC CBC Montreal, Que. CBMT 6 yes 21.5 V 1075A $300 $100 10 Jan. •54 CBC CBC Quebec City, Que. CFCM-TV 4 ves 1.27V 635A $120 $45 17 July '54 WT JAH Regina, Sask. CKCK-TV 2 no 19.5 V 10 A $96 $32 1 Aug. '54 WT A-C St. John, N. B. CHSJ-TV 4 no 27.8 V 13.9 A $100 $35 23 Mar. '54 AC Sudbury, Ont. CKSO-TV 5 no 2.02V 1.2 A $90 $30 17 Oct. '53 WT A-C Toronto, Ont. CBLT 9 yes 26.5 V 13.25A $480 $240 s Sept. 52 CBC CBC Vancouver, B. C. CBUT 2 no 25 V 1.25A $162 S54 16 Dec. 53 CBC CBC Winnipeg, Man. CBWT 4 no 56 V 28 A $120 $40 31 May '54 CBC CBC S T X T 1 O \ S I \ u f ; r c o v s T ft I cr/ti JV Brandon, Man. CKX-TV 5 19.3 V 9.65A Fall, '54 Calgary, Alta. CHCT-TV 2 100 V 50 A Nov. •54 WT A-C Edmonton, Alta. CFRN-TV 3 27.4 V 13. 7A Oct. '54 RR Halifax, N. S. CBHT 3 100 V 50 A Dec. 54 CBC CBC Kingston, Ont. CKWS-TV 11 257 V 154 A $120 $40 Oct. •54 WT A-C Moncton, N. B. CKCW-TV 2 5 V 3 A i Dec. 54 Peterborough, Ont. CHEX-TV 12 260 V 156 A (an. '55 WT A-C Port Arthur, Ont. CFPA-TV 2 5 1 V 2 55A $90 $30 Sept. •54 WT A-C Rimouski, Que. CiBR-TV 3 yes 60.6 V 34.55A $150 S30 Oct. '54 AY HS Saskatoon, Sask. CFQC-TV 8 100 V 60 A S96 S32 i Oct. 54 AY RR Sault Ste. Marie, C|IC-TV 2 5.16V 2 58A Fall, '54 Que. Shcrbrookc, Que. CHLT TV 7 17.3 V 8 8 A Sydney, N. S. CSCB TV 4 ?9 5 V 597 A $120 $40 Sept. '54 WT A-C Windsor, Ont. CKLW TV 9 yes 325 V 180 A $270 $90 i Sept. '54 AY A-C • plantation • ada Radio . RR is R.- jseph A Hardy 80 construct a station there as soon m possible. If this recommendation due- not meet with government approval, the CBC said, the private operator should he given a go-ahead signal. Q. What is government policy on the establishment of tv stations? A. I lie present government policv. a- ( arried out b\ the Department of Transport, which allocates channek and grants licenses, and the { which regulates all stations and net- work programing, i- to provide for one tv -tdtion in each market. The onlj exception is Montreal, which has an English and a French station. The large markets — Halifax. Montreal. Ot- tawa. I oronto, \\ innipeg and Van- couver— are CBC monopolies now. In setting up this policy it wa? the government- feeling that this was the best way to get as many stations as pos- sible on the air in the shortest tinn' |)o--ible. The government- argument was that if there was no such polk] everybod) would rush to net into the biggest market- with the result that the big market- would have too main tions and the small ones not enough. \ CBC spokesman told sponsor it was onlv a matter of time until this tn<> nopol) policj will be withdrawn and the l>ig markets opened to private broadcasters. The broadcasting industry, while fearing the inclination of the govern- ment i- in keep the big markets to it- self and restrict the development of tv. take- the attitude that, no mailer what the government savs about its inten- tions, it will be fun ed sooner or later to let the private broadcasters in the SPONSOR Like other private Canadian tv stations, CFPL-TV writes commercials for sponsors and agencies to whom tv production is new and unfamiliar While Canadian tv costs-per- 1 ,00C are still high, shows like the French "La Famille Plouffe." with ratings in 80s, are good buys big markets. Some of them are afraid it will he later rather than sooner. Q. How many Canadian homes have tv sets? A. As of 1 July, tv home estimates ranged from 750,000 to 800,000. There are expected to be over one million tv homes b\ the end of the vear. By the early part of next year about 75% of Canadian homes will be within the range of one or more Canadian tv sta- tions. Q. Where are the present tv homes located? A. About three-quarters of the tv sets are located in Ontario province plus the Montreal area. More than one- third of the households in Ontario have tv sets. According to International Surveys, 45% of the families in both the Toronto and Montreal areas owned tv in May and April, respectively. The Montreal figure was broken down as follows: French tv ownership (the French are about 70% of the popula- tion of the Montreal area ) : 48% ; Eng- lish ownership, 41 % saturation. Here are Elliott-Haynes and CBC estimates for the number of homes within the reach of 11 of the 13 tv stations now on the air ( only the CBC- ovvned CBWT, Winnipeg, and the pri- vately-owned CKCK-TV. Regina, are omitted l. The figures, as of 1 Jul\. include duplication of bi-lingual homes in Montreal and station overlap: London, CFPL-TV over 65.000 sets Kitchener, CKCO-TV " 95 000 " Sudburr. CKSO-Ti " 7.500 " St. John, N. B., CHSJ-TV " 6.000 " Qfiebec City, CFCM-TV " '? 000 " Uamilton, CHCH-Tl " 275.000 " 23 AUGUST 1954 Toronto, CBLT-TV . .. " 500.000 " Montreal, C.BMT (English) " 785,000 " Montreal, CBFT (French) .. " 720,000 " Ottawa, CBOT . " 50.000 " Vancouver, CBUT .. . " 39,000 " Q. How fast has tv set growth been? A. The set growth situation is compli- cated by the fact that Canadian border areas had substantial numbers of tv sets tuned into U.S. stations before Canadian stations were in operation. CKLW-TV, Windsor, for example, will start commercial broadcasting on 1 September with a 75'* saturation in its area. At the beginning of 1951 with no Canadian tv there were about 40.000 sets in the Niagara and Windsor areas. By the end of that year, still with no Canadian tv and with sets costing about $600 the figure had jumped to nearh double. At the end of 1952 with two Ladd:" Dennis sells for Westinghouse in video ad "Canadianized" by S. W. Caldwell, Ltd. CBC stations on the air the Canadian set total was about 225,000 and by the end of last year with six stations on the air it had reached nearly 600,000. In virgin tv territory Canadian ex- perience has been close to that in the U.S., where a rough rule of thumb has been to figure on 20% tv set saturation six months after the first station in the market goes on the air. For example, CKSO, Sudbury, started last October with 1,000 sets in its area. By April there were more than 7,083, or over 25' < saturation. Q. What are tv sets-in-use figures like? A. Here are some evening viewing figures for the Toronto and Montreal areas, the two most important tv areas in Canada. Toronto includes Hamilto?) and the Niagara peninsula and the figures include viewing of programs from Buffalo. Toronto: Sets-in-use for March through June, according to Elliott- Hay nes were 66.4, 66.2, 59.1 and 59.0. This is an average for every day in the week and from 5:30 to 10:00 p.m. (Elliott-Haynes stops at 10:00 p.m. because it is a telephone coincidental survey.) International Surveys, which uses a diarj panel, compared tv sets-in-use in May 1953 and 1954 for sponsor. The figures for 1953 during the five weekday hours from 6:00 to 11:00 p.m. were 23, 38, 56. 57, 45. For this year, the figures are 27. 50. 70, 69, 50 showing an increase for every hour. • Montreal I English ) : The Elliott- ( Please turn to page 96 I 81 4 Radio stations round-up: how I Radio tparha Seaway parade I KSF, i ornwall, < Int.: \ celebration, ,,,. I in 1 1 1 1 - dan< ing in the streets and a parade, was, with CKSF's help, or- ized in I lornwall following the an- noun< eraenl thai a I .S. Supreme Courl ,l,-. ision had < leared away the last legal obstai le to developmenl ol the St. I ,i« ren< e Seaway and its electric powei facilities. The court's action , .Hue ,\ er righl away to see the "< K\\ \ Display Home Special arrows direct the mo- tOl i-t and a large -iim in 1 1 <> 1 1 1 of the house also helps identify it. Results, Bays Kin Hughes, promotion manage] foi the station, have been fantastically I '"< Ine weekend." lie -av S, "saw ovei 6,000 people come to inspecl the bouse < rearing a traffic jam thai bad t.> be unsnarled by police." CJAD's observance of Father's Day (see story below) gave children of station men chance to pass judgment on the equipment Veto wrinkle in station promotion ( I \l). Montreal, Que.: Male station personnel observed Father's l)a\ by having their wives pinch-hit for them. Where the men were bachelors, wives ol other station men took time on the bachelors' own shows to tr\ and con- vert them to a more natural way ol life: such as. lor example. Mary Tap}). wife of station manager James A. Tapp, who worked on Norman Kihl, m.c. of the 7:00-9:00 a.m. Musical Clod, program. As hoped, the occa- sion received publicity in the local press hut word of the turn-about even reached Time magazine in the I .S. The American periodical couldn't make the deadline with the story but prom- ised to look in in 1955. Station solves "Casino" riddle CKAC, Montreal. Que.: The Casino- type show, in which the radio audi- ence mails in answers to a riddle or question of some kind accompanied 1>\ prbof-of-purchase, is one of the most popular types of programing in Can- ada. One of the problems, however, is that the mail pull suffers from peaks and valleys. This is because additional \ I 1 r ' ^ '4 Display of Swift's Swift'ning in supermarket was entered in contest run by CKOV, Kelowna, for the best counter and window displays B.C. early-morning audience CKOV, Kelowna, B.C.: One of the sta- tion's salesmen puts on a daily five- minute interview with men and women connected with agriculture during the Early Bird Show. The show's m.c. claimed the salesman didn't have more than 10 listeners to his five-minute seg- ment, starting at 7:05 a.m. The sales- man made one 30-second announce- ment in which he said: "I've been told no one is up to listen to my show. I'll give a 20-cent package of seeds to each of the first 50 people who write me." \\ ithin 24 hours he had received 447 letters. Stresses community service CKLW, Windsor, Ont. : One of the two private stations in Canada that operate on 50,000 watts, CKLW has been al- ways active in public service work. During the first 11 months of 1953, the station broadcast a total of 3,731 public service announcements, or about 80 per week. In addition the station aired a total of 207^ hours of public service programing during this same period. CKLW has supported the Wind- sor Symphony Orchestra since its in- ception. Every CKLW executive served or headed a committee planning Wind- sor's Centennial celebration this year. Being a border station lit is right across the river from Detroit!, CKLW has recognized the importance of. it says, "serving two communities throughout the past 20 years by es- tablishing a policy of dual public serv- ice." It balances lineup for dual appeal. "Life" sold via radio CKRC, Winnipeg, Man.: Life maga- zine's strategy of letting local radio an- nouncers sell the periodical in their own words (see "Life scores on spot radio with ad-lib strategy," sponsor, 9 March 1953, p. 32) was used on CKRC. The periodical used 14 an- nouncements per week and it was de- cided to have the same announcer do all the commercials rather than using the announcer who happened to be on duty during the periods chosen. Picked for Life's commercial chore was George Dawes, who wrote his own copy. The theme, "This is George Dawes, your friend for Life." was used throughout the promotion. Commercials plugged stories that were of interest to Mani- tobans. The follow-up included letters to all dealers in the CKRC area and point-of-sale displays. Dick Schouten, western Canadian sales promotion man- ager for Life, said the CKRC area had one of the lowest cost-per-copy-increase figures in both the U.S. and Canada. June bride furniture promotion CJAV, Port Alberni, B.C.: Mc & Mc Department Store, sought to sell June brides complete bedroom, dining room and kitchen sets at reduced prices. CJAV produced dramatized spot an- nouncements on tape. The announce- ments cost Mc & Mc $26.50, which was 75% of the store's advertising for the promotion. The store sold more than S2500 worth of the furniture adver- tised in the tv announcements. I Please turn to page 100) To promote its canned meats, Burns & Co. set up this display and tied in with its segment of "Name the Famous" on CJAV, Port Alberni 83 Here are Canada's 167 commercial radio stations (10 more tin (See bottom of page tor explanation or ii ig, Call rirqi" no Ntghttime Rites u s Can Call F rtqurnty Pessert Nighttime Rates U. 1 letter* Nrt ( Wlttt) '" 1 1 rnin Hep, Reps City Letters Net (KC'i) (Watte) '. » hr 1 1 rnin R« 1 1 I. i: f. it I i \ o 1 1 SCOTIA Calgary Calgary Calgary Edmonton CFAC TC S 960 5.000 DAN $66 $17 W&C AC Antigonish C|FX DOM 3 580 5,000 DA $48 $9 CFCN DOM 3 1 .060 0.000 DAN $66 $1680 RR Bridgcwatcr CKBW TC-S 1.000 1.000 DA -N $27 $5 CKXl 1.140 1 .000 DA N $54 $1350 F&C HS Halifax C8H TC-B 1.330 100 $24 $960' C j CBX TC-B 1.010 50.000 DA $75 $30' CBC CBC Halifax CHNS DOM 3 960 5.000 DA-N $48 $10 M Edmonton CFRN DOM 9 1.260 5.000 $66 $17 RR Halifax CJCH 920 5.000 DA $42 $10 Edmonton CHED 1.080 1.000 DAN S54 $12 F&C HS Kcntville CKEN 1.490 250 $24 $4 Edmonton CHFA FR-S 680 5.000 DA $36 $8 |HM OR Sydney CBI TC B 1.570 1.000 $24 $9 60' C (j Edmonton C|CA TC-S 930 5.000 DA-N $72 $22 W&C AC Sydney C|CB DOM 3 1.270 5.000 D $48 $11 Grande 1 ,000 N Prairie CFCP TC S 1,050 1,000 $30 $7 W&C AC Truro CKCL 1.400 250 $24 $5 Lethbridgc Medicine C|OC TC-B 1.220 5,000 DAN S36 $10 W&C AC Windsor CFAB1 1.450 250 $24 $4 Yarmouth CILS DOM 3 1.340 250 $21 $4 V. Hat CHAT DOM .« 1.270 1 ,000 DA $24 $6 W&C AC Red Deer CKRD DOM ! 850 1,000 $30 S8 CSR RR ON T ARM O Barrie CKBB 1.230 250 S27 $5.50 cj It i Belleville C|BQ DOM- > 1.230 250 $33 S7 C hi 1 1 iw oc k CHWK DOM B 1,270 1 .000 DA $24 $5 W&C AC Brampton CF|B 1.090 250 $36 $5 Otrwson C f cclc firantford CKPC DOM- > 1.380 1,000 DA-N $36 $10 C|DC TC-S 1.350 1.000 $28 $5 DC RR Brockville CF|R DOM- 3 1.450 250 $24 $450 cl Kamtoops K flow no CF|C TC-B 910 1,000 S24 S6 W&C AC Chatham CFCO DOM- 3 630 1 .000 DA $30 $550 CKOV TC-B 630 1,000 $30 $8 W&C AC Cornwall CKSF DOM > 1.230 250 $36 $7.50 j.j| Nanaimo CHUB 1.570 1 .000 DA $30 $8 DC 1 Fort Frances CKFI DOM-S 800 1 000 D $36 S5 Nelson CKLN TC-S 1.240 250 $21 $5 CSR HS 500 N New West- mm stcr Fort William CKPR TC-B 580 1,000 $44 $8 CKNW 1.320 5 000 DA-N $81 $22.50 F&C NBS Guelph CJOY 1.450 250 $24 $5 Penticton CKOK DOM-! 800 1 .000 D $30 $7.50 DC PM Hamilton CHML DOM-! 900 5.000 DAN $75 $18 500 N Hamilton C|SH- FM' 102.9- 9.200 $24 $4.50 Port Albcrm C|AV 1.240 250 $24 $5 DC Hamilton CKOC TC-S 1,150 5.000 DA $60 SI 2.50 WlH Prince Kenora CJRL DOM-B 1.000 S24 $4.50 George Prince Ru- CKPC TC-S 550 250 $24 $5 W&C A-C Kingston CKLC DOM-! 1,380 1.000 $48 $10 F|l Kingston CKWS TC-B 960 5.000 DA $60 $13 x • pert Trail CFPR TC-S 1,240 250 $18 S3.5C CBC HS Kirkland C|AT TC-B 610 1,000 S36 $8 W&C A-C Lake CJKL TC-B 560 5.000 DA-N $48 S8 5C v. '1 Vancouver CBU TC-B 690 10.000 DA $84 $33.60' CBC CBC Kitchener CFCA- FM' 1 ,060' 3.000 $15 SI 25 Vancouvei C|OR DOM -8 600 5,000 DA $95 $23 CSR HS Kitchener CKCR DOM ! 1.490 250 $36 $7 cl Vancouvei CKMO 1.410 1.000 $45 $9.5C 1 DC OR London CFPL DOM-B 980 5.000 DA $60 $15 v. ♦< Vancouvei CKWX 980 5.000 DA $90 $25 W&C A-C Niagara CHVC 1.600 5.000 D $30 $8 Vernon CJ IB COM-S 940 1.000 $30 S7.5C DC RR Falls 1,000 DA-N Victoria CJVI DOM-B 900 1 .000 DA S36 $8 W&C A-C North Bay CFCH TC-B 600 1 .000 DA $36 $7 v. M V ictoria CKDA 1.340 5.000 $45 $10 F&C 3 Orillia CFOR DOM-S 1.570 5.000 D $36 $6 Oshawa CKLB 1,240 250 $30 S55C i' n Ottawa CBO TC-B 910 1.000 $54 $2160*' Cj )l A Ottawa CKOY DOM B 1.310 5.000 D $54 $12.50 1.000 DA-N Brandon Dauphin flin Flon St. Boniface CKX CKDM CFAR CKSB DOM B 1,150 1.230 TC-S 590 FR-S 1,250 1.000 250 1.000 1 .000 DA $36 $22.50 $24 $36 $8.50 CSR $3.65 CSR S4 50 CSR $7 JHM RR RR HS OR Ottawa Owen Sound Pembroke Peterbor- ough Port Arthur Sarnia CFRA CFOS CHOV 560 DOM-S 1470 DOM-B 1,350 5.000 DA 1.000 DA-N 1 .000 DA S52 50 $36 S30 $12 $8 17-90 cl c .« Winnipeg Winnipeg Winnipeg Winnipeg CBW C|OB CKRC CKY TC-B 990 50.000 1.340 250 DOM-B 630 5,000 DAN 580 5.000 DA $96 S54 $72 $60 $38.40' CBC $14 CSR $22 W&C SI 8 DC CBC RR A-C HS CHEX CFPA CHOK DOM B 1,430 DOM-B 1.230 TC-S 1,070 1 .000 DA 250 5.000 D 1,000 DA-N $42 $36 $48 S8 5C S7 $10 * N St. Cath- v i: ti It It I \ S \\ 1 c arines CKTB DOM-! 620 1 ,000 DA S36 $8 ,. . Campbellton CKNB DOM i 950 1.000 DA $33 $7 W&C jAH St. Thomas CHLO TC-S 680 1 800 DA $42 S9.5C Edmundston F redcricton CJEM CFNB FR-S TC-B 570 550 1,000 DA 5,000 DAN $24 $48 $5 $10 CSR W&C HS AC Sault Ste. Marie C|IC TC-B 1.490 250 $36 $7 5C Moncton Moncton CBAF CKCW FR-B DOME 1300 5 000 1220 10.000 DAN $24 S48 $9.60 $9 CBC CSR CBC HS Stratford Sudbury C|CS CHNO DOM-S DOM S & FRS TC-B FR-S TC-B TC-B 1 240 900 250 1 .000 DA S27 S42 $6 $9 \e> < C 3 Newcastle Sackville Saint John Saint John CKMR CBA CFBC CHS) 1 .340 250 TC B 1.070 50.000 DOM-B 930 5.000 DA TC-B 1,150 5.000 DAN S24 $90 $45 S45 $5 $36' $9 5C S9 5C CBC W&C CSR OR CBC HS Sudbury Timmins Timmins Toronto CKSO CFCL CKCB CBL 790 5.000 DAN 580 1 .000 DA 680 5.000 DAN 740 50.000 S54 S36 $48 $204 $12 wA $8 !► $8 50 W(U S8! 60r Ckfa \ i. n 1 O I V » L A n n Toronto CFRB CBS 1.010 50.000 DA $200 $40 C ■ Toronto CHUM 1.050 1 .000 D $60 $12 |t 3 Corner Brook CBY TC S 790 1.000 $81 60' $32 64 ' CBC CBC Toronto C|BC DOM-B 860 50,000 S150 $60' Gander CBC TC S 1.450 250 $81 60» $32 64 ' CBC CBC Toronto CKEY 580 5 000 DA-D $120 $35 Grand Falls CBT TC S 1.350 1.000 $81 60' $32.64'' CBC CBC 1.000 DA-N St John's CBN TC-S 640 10.000 $81 60' $32 64 ' CBC CBC Toronto CKFH 1.400 250 DA $67 50 $18 St. John's C|ON 930 5.000 DA $48 $10 W&C A-C W indsor CBE TC-B 1.550 10.000 DA $60 $24r C W St. John's VOCM 590 1.000 $30 $5 CSR HS ^^indsor CKLW DOM S 800 50.000 DA S105 $18 c »♦ NETWORKS TC B TC S Dcm-B Dom S FR-B FR S D . power Corp ) N DA— ' ■Croup rate for CBY. CBC. CBT. and CBN '•CKEN is satellite of CFAB; rate is for both stations nercial fm —erfacycles KRN and CKVD 'or names of Canadian ■•eps of si r N. Michigan Ave. 9718 Tralee Drive 1127 Wilshire Blvd. Donald Cooke Fred Jones Lee O'Connell William Ayres Chas. J. Sheppard Joseph Bloom Zonabelle Samson Thomas Cinquina Hal Falter I awrence Krasner 17 East 42nd St. 672 South Lafayette Park Place 5 Third St. Pure Oil Bldg. 2647 Bryant Ave. North WEED & CO. NEW YORK: CHICACO: DETROIT: HOLLYWOOD: SAN FRANCISCO: BOSTON: ATLANTA: 579 Fifth Ave. 203 North Wabash Ave. Book Bldg. 6331 Hollywood Blvd. 625 Market St. Statler Bidg. Glenn Bldg. CANADIAN STATION REPS, LTD. (was Adar NEW YORK: 477 Madison Ave. CHICAGO. LOS ANCELES: ST. LOUIS: 55 East Washington St. 6331 Hollywood Blvd. 7 North Seventh St. J. H. McGillvra Judd Sparling Fred E. Crawford Jr Al Tewksbury Arthur Gordon Harlan Oakes Burton Beggs Paul Elsberry J. Frank Johns Joseph J. Weed Peter A. McGurk Cornelius C. Weed Bernard Pearse Lincoln P. Simonds Don Staley Robert R. Reardon George Swearingen Jr. J. Young) Adam J. Young Jr. Thomas F. Malone William J. Reillv William L. Wallace Jack Hetherington CKDA BRITISH COLUMBIA More Power . . . . . . More Promotion Yes, more plus services for our advertisers ! Top West Coast promo- tion man, PHIL BALD- WIN, has joined CKDA's growing staff of experts serving you. NOW 5000 DIAL 1280 WATTS Choose Your Own YARDSTICK! CHWK Chilliwack "BEST BUY" in Non-Metropolitan British Columbia* 1. Largest 6-7 BBM (16,270 homes Daytime! 2. 83.5°o of Listeners 'Average of full program week I Next best station 3.9% 3. Lowest Cost per Thousand. Ask Weed & Co. or All-Canada tor CHWK's "Blue Book." CHWK "Voice of the Froscr Valley" Chill wack, B.C. •Excluding Cr, n,r V.incounr .ind Victon.i CANADIAN MARKET i Continued h om page 77 i the constantly ini reasing Bales of ant"-. \n estimated 360,000 cars were sold last year, i ompared \\ itli 292,000 in 1952 and 275,000 in 1951. The in- i rease in Bales l.\ lumber and building material dealers Beems to indicate a do-it-yourself trend Bimilar to the States. \i leasl one I .S. observer trav- eling through Canadian suburbs could have sworn li<' was back in lii- native heath what with all the outdoor patios and barbeque pits li<* saw being built. \- in the I .S., Canadians arc moving to the suburbs. Figures in the June 195 1 i--u<- of the Canadian Radio-Tv and Appliance Trade Builder show increased sale- in 10 categories and a decrease in one. The decrease was in mechanical iron- ers, which don't seem to have caught on in Canada, there being onl\ a 4', saturation. The only appliance listed that was less popular was the waffle iron. Less than 1% of the homes in Canada have one. Radio set sales (including autosi to- taled 803.421 units in 1953 compared to 672.919 the year before. These sales were made in the face of Canada's rapidly growing television population. Canadian auto radio sales are a much smaller proportion of total radio sales than in the I .S.. where about 389? of all radios sold are in cars. Of the 803,- 421 Canadian radios sold last year 182,561 were in cars. Despite the healthy clip of appliance sales there is large market for non- replacement appliances in Canada. About two-thirds of Canadian homo do not have modern type ranges, \ear- l\ one-third do not have refrigerators. Nearly Hi', do not have vacuum cleaners. A look at what's happened to the Canadian market this year -hows more money being spent and more monc\ being saved than last year. The in- creases arc moderate and since there has been a parallel increase in popula- tion there i- probably little, if any, net gain per capita. For the fii-i quarter of this year total personal expenditures on consum- ci goods and services came to $3,590 million (Canadian). The first quarter figure for 1953 was $3,478. Total per- sonal savings always a challenge to the advertisei were up substantially. Dunn- I954's first quarter the figure was $209 million. The corresponding figure in L953 was $99 million. To understand any "market," one must understand it- component parts. I hi- i- especiall) true of Canada. The Canadian market breaks down verj nicely in two ways, geographically and culturally . Geographically, Canada can be di- \ ided into four or fi\ e pall-. At the extreme east are the Mari- time- ami Newfoundland. Population, about 1,700,000. It- inhabitant- fish, mine coal, chop down trees for lum- ber and paper, do some manufactur- ing and farming. Besides Newfound- land, tin- -«*< tion of Canada consists of Nova Scotia, New Brunswick and the small Prince Edward Island. Quebec and Ontario are sometimes lumped together under the general heading of Central Canada and some- times looked at separately. Then good reason to do the latter since Ouebec is predominantly French-speak- ing. Together or apart they are the most important provinces of Canada in terms of population, manufacturing, retail sales, etc. More than 00', of Canada's population live here. Just as the maritimes can be com- pared to the New England states and Central Canada to the East Central or Middle Atlantic state> 'it you want to forget the French), Canada's prairie provinces are like the I .S. midwest The broad Canadian prairie grows wheat, wheat and more wheat. I he landscape is being changed, however, by oil -triko in Alberta, one of the most important developments in nadian economic history. Population, around 2,700,000. British Columbia i> rugged, like the I .S. northwest. It is the fastest grow- ing section of Canada. Its got fish, lumber, lot- of water power. I here - also some mining and farming. Popu- lation, about 1.250.000. The Canadian market can also be divided into English-speaking and French-speaking. This is probably a more important way of breaking down the Canadian market than the geo- graphical method. There are more than four million Canadians whose mother tongue is French. They are as interested in 1 v products a- the next fellow but \<>u have to know how to appeal to them. Listen to what the government-owned Canadian Broadcasting Corporation 86 SPONSOR Canada's Cream of the Crop from Coast to Coast vanadian stations represented by Donald Cooke, Inc. British Columbia Manitoba Nova Scotia Ontario Quebec Quebec French Radio Croup Dawson Creek Nanaimo Penticton Port Alberni Vancouver Vernon Winnipeg Bridgewater Brampton Fort Frances Guelph Kenora Niagara Falls Ottawa Sarnia Port Huron Toronto Montreal Sorel Three Rivers Gran by Quebec Sherbrooke Sorel Three Rivers Verdun CJDC CHUB CKOK CJAV CKMO CJIB CKY CKBH CFJD CKF1 CJOY CJRL CHVC CKOY CHOK CKEY CKVL CJSO CKTR CHEF CKCV CHLT CJSO CKTR CKVL Trans-Canada Independent Independent Independent Independent Dominion Net Independent Independent Independent Dominion Net Independent Dominion Net Independent Dominion Net Trans-Canada Independent Independent Independent Independent Independent Independent Independent Independent Independent Independent 7,000 1,000 1.000 250 1. 000 J. 000 5.000 1. 000 250 1,000 23© 1,000 5,000 5,000 5.000 5,000 J, 000 J, 000 1,000 250 1,000 1 ,000 J, 000 1,000 J, 000 1350 fcc 1570 fee 800 fcc 12 tO fee 1410 fcc 940 kc 580 ke J 000 fee J 000 fee 800 fcc 1450 fcc 1220 fcc 1 600 fee 1310 fee 1070 fee 580 fee 080 fee 1320 fee I J 50 fee 1280 fee 000 fee J 320 fee 080 fee Represented by Donald Cooke, Inc. NEW YORK 23 AUGUST 1954 CHICAGO LOS ANGELES DETROIT SAN FRANCISCO 87 Rich, untapped market of KAMLOOPS awaits you! Kamloops, B. C? 1 headquarters tor the 1100, ,000 pipeline. 2 A ni-u $10,000,000 oil refin- er) i- being limit. Tin- alone u ill double Kamloops' pop illation within a few ■ 3 Kamloops is rich « itb other Industries cattle, lumber, railroi rieulture, ernmenl seat, tourists. How can you reach and sell this thriving, untapped market? Buy CFJC! 96.7% of the homes have radio. CFJC DOMINATES with 94.9°o of the audience. 910KC* CFJC* 1000 watts Kamloops, H. C. WANT TO SELL CANADA? One radio station covers 40% of Canada's retail sales TORONTO 50,000 WATTS, IOIO KX. CFRB covers over 1 5 the homes in Canada, covers the market area that accounts for 401 of the retail sales. That makes CFRB your No. 1 buy in Canada's No. 1 market. REPRESENTATIVES United Slates: Adam J. Young Jr., Incorporated Canodo: All-Canada Radio Facilities, Limited about iIh' Bubjecl : ""I lien- an- a few things t>> leniein- ber il one i- Betting mil to appeal in tin- French-Canadian market. The French-Canadian has his own culture, therefore his own tastes, which do not in' essaril) coincide with oilier people - tastes. Tin- first time an attempt was made on tin- radio to advertise to French listeners, commercials were mere translations, or, at best, adapta- tions ol English commercials. "There was hard!) an) response and it dawned on the advertisers that though their plugs were technically being delivered in French, the) -till weren't reallv speaking the language of the French people. "Nowadays it U French Canadians who think up French commercials righl from scratch and the re-pon-e i- u hat it should be. "According to the commercial divi- sion of the CBC's Quebec region, the < ommercial success of a sponsored pro- gram depends mainlv on the qualit) ol the program itself and the tasteful pres- entation of the product, rather than the frequenc) of plugs. The French- Canadian is merelv repelled 1>\ the all- too-common practice of chopping up fine drama, or a variet) show, with commercial announcements that are as irrelevant as the) are distasteful. "S i1 o ii s o i s "I I rench-Canadian shows, keenl) aware of this, and anx- ious to put on good shows anyway, often refuse to use the whole of the commercial time that i- offered them: if the) arc told the) must limit their commercials to three minutes, it is not unusual for them to sa) that three min- utes is too much and all they need is two. Taking due regard of the anti-com- mercial prejudices often found among CBC personnel, one will find agree- ment anion- agencies and advertisers with the general tenor of the remarks I I ' > . \ c. Will ( hai land. \ ice president and radio-ft direi toi ol McKim Advertis- ing, Ltd., Montreal, told SPONSOR: "I he French are different. I he) are more conservative than the English- peaking. I he) resist haul-sell. French commercials must be toned down in comparison with English commercials. But il \oii hit the French right, the) will respond quickly. \nd il works the opposite way, t"". I he English-speaking population, loo, resists hard-sell, though not to the same extent as the Freiw h. To Bimplif) a verj complicated subject, you < an roughl) describe tin- English-speaking Canadian a- (reading the middle ground between British and U.S. in- lllJCIK fs. Spence Caldwell, he. id of S. W . Cald- well, Ltd., one of the largest program packagers and producers of commer- cials in Canada. -a\ b: "Too main New Yorkers feel that if it is not done in New x <,rk. it can't be good. I here are a surprising amount of >ill\ ideas about Canada. Except for the big, Mnart agencies, there i> still a tendenc) to think of Canada as a combination of snow. huskies, eskimos, the maple leaf, beav- ers and the Mounted Police. "Crossing an international boundar) brings a host ol problems. Dut) on programs and commercials is a com- plicated subject and an advertiser can overpa) if he doesn't know what he's doing. An advertiser with a certain color package ma) come into Canada and not realize that his color is al- read) associated with a Canadian prod- uct. Prices often have to be different in Canada. Chiclets sell for six < cuts in Canada, not fi\c as in the I .S. \ producer ol appliances must be famil- iar with electrical system. While some areas are changing over to 60-cycle i in nut. most of Canada is run on 25- cycle current. ""It should he obvious, hut it some- times isn't, that \ ou have to come I" Canadian- to learn about Canada." So far as air advertising in the I nadian market goes, here's what Don- ald Cooke, I .S. rep for more than two dozen Dominion stations, says: "There is no advertising medium in this coun- tr\ that can compare in effectivi and econom) with Canadian radio. Ra- dio sets-in-use have actuall) increased during the past five years in the fa e of competition b) television. The ad- vertiser must remember as well thai sets-in-use in Canadian radio is much higher in an) given < ilv than in com- parable cities in ibis countr) . "'I would suggest to American adver- tisers thai the) be sure to gear theii commercials to Canadians rather than io subsidize hi> American commercial feeling thai il will "sell" Canadians. I his i- just not true. The Canadian will just not accept the hard-sell of oui iv pe of commercial. * * * 88 SPONSOR CANADIAN RADIO I Continued from fxige 78) nadian tv stations on at this time last year, though, of course, border Cana- dians have been viewing U.S. tele\ i- sion for some years now. A broad study of the effect of tv on radio listening in Canada was under- taken at the end of the last year by Elliott-Haynes. E-H uses the telephone coincidental technique for both radio and tv. The firm studied its November evening audience trends in the Toron- to-Hamilton-Niagara area ( which is contiguous with Buffalo I from 1941 'hrough 1953. Here's what was discovered. For the p.e-lv years from i^-il through 1946 radio sets-in-use aver- aged 35.69? - while for the following six years (1947 through 1952) the figure was 36.9. Last year the figure was 31.6. Thus sets-in-use during No- vember 1953 was four percentage points below the 1941-'46 average and five percentage points below the 1947- "52 average. This is what was happening. Before 1953, of every 100 homes 21 '^ of the families were away, 43' < were at home and not listening and 36% were at home and listening. Dur- ing November 1953 the pattern shaped up as follows: 14% away from home, 27% at home and not listening or viewing, 32% at home listening to the radio and 27% at home viewing tv. I The tv figure is a percent of total homes in the area, not just tv homes.) What does this mean? Television is building its own audi- ence, the research firm points out. It has recruited its audience as follows: 26% of the tv viewers are recruited from those formerly away from home, 59% of the tv audience comes from those formerly at home but not listen- ing and only 15% come from former radio listeners. But— There are more radio homes now. In 1940 there were about 400,000 ra- dio homes in the area measured. In November 1953 the figure was 620.- 000, an increase of 55%. The radio audience is actually larg- er. The 1941-'52 sets-in-use average of 36.3 represents an average evening au- dience of 187,000. The 1953 sets-in- use index of 31.6 represents an aver- age evening audience of 196,000 — which is 4.7% higher. this is... in a RICH CANADIAN PRIMARY MARKET COVERAGE AREA Population Class A Class A & B 450.CCC Clars A. B, & C Families 300,000 837 GC0 No. of Sets (JT.eMSt'i 80,641 162,4M 2S2811 Retail Sales 28. CC0 37, ;0( 6VC0C $268 005 CC0 $499 290 tCf. %i 0 949 CC0 op SE-r OWN ERS Effective radiated power — 117,000 v/atfs. For full details, rates and facilities, contact Weed & Company in U.S.A. and All-Canada Television in Canada. •From surveys by: 1. Telerotings, Elliott-Haynes limited. May 30th— June 5th, 1954. 2. Carrier Bey Survey- May, 1954. 23 AUGUST 1954 £9 Almost all the audience All the time! SELLING and SERVING this 60 MILLION DOLLAR market in South Eastern BRITISH COLUMBIA DAYTIME 96.3% OF AUDIENCE NIGHTTIME 89.9% OF AUDIENCE MONTREAL LISTENS MOST TO CJAD 10,000 WATTS "^^ft&Srwith the news **^rfifiSTwith sports results ^*P&STwith English a CBS affiliate speaking listeners in Canada's greatest metropolis ft »p risen fori v»»: Canada Radio Timt Sales ltd. U.S.A. Adam J. Young Jr., Inc. dial 800 I he i onclusion by the Elliott-Hay nes people thai i\ i- building it- own audi- ence ia borne <>ut t<> a certain extent by latei figures in a stud) done bj In- tel riaihin.il •-iii \ ej b. I his fii ni uses a diary panel technique. \\i<- figures be- low compare evening weekday radio and t\ audiences in the Toronto and Montreal ana- during the lir-t week ol \Ia\ L953 as against the same week this year. First, Toronto: During the hours from 6:00 to 11:00 p.m. radio- share of tin' total radio-tv audience last year ranged from U> to 72%. This year the figures are 2<> to 56%. During everj hour, there was an increase in tv's share of the audience in 1954. However, a look at total radio lis- tening gives a Bomewhal different pic- lure. From 6:00 to 8:00 there is no change in the percent of radio homes listening and actually a slight increase in the total number of homes listening. i The reason there are more home- lis- tening is that the population is larger. I During the following three hours the decline in radio listening ranges from two to six percentage points. The larg- est decrease in the radio audience came From 9:00 to 10:00 p.m. when set-in- use averaged 20% for the five week- days in 1954 as against 26rr in 1953. In Montreal, where French audience habits predominate, the impact of t\ has been greater. The French, appar- ently, have carried over their love for radio to t\. For May 1953 radio's -hare of audience in the five hours fol- low ing 6:00 p.m. is as follows: 98, 93, 82, 76, and 56' ! . This year the corre- sponding (inures are 95, 63. 44. 37 and 24%. The actual radio listening home- in Montreal I where 15'. of the house- holds have tv sets I during the same five weekday evening hours are as follows: During 1953 : During 195 1 : 6:00 p.m. 141. 000 185,000 7:11(1 p.m. 180.000 1 17.000 8:00 p.m. 131.000 106.000 9:00 p.m. 1l* 1.000 7.0.000 10:00 p.m. 16,000 32,000 It must be borne in mind that the areas measured are the most beai il\ saturated t\ areas in Canada. \t pres- ent about 20* i of tlie home- in Canada have tv. Furthermore, these figures cover onl) evening. Let's take a look at day- time t\. While Canadian t\ is con- fined to the post-5 :00 p.m. period, 90 daytime t\ from Buffalo gets into To- ronto. Though tv's share of audience has increased during ever) hour of the afternoon in Toronto, total radio li>- tening lias actually increased during half of the afternoon. The radio lis- tening habit i- apparently strongly in- grained. Q. What impact has tv had on the radio industry? A. The impact of tv on the radio in- dii-tr\ has hern greater than audience figures warrant. There are two reasons for this. In the fir-t place Canadian radio broadcasters have been fore- warned and prepared for their up- coming battle with t\ from watching the I .S. experience. As a result it is not likelv they will be afflicted 1>\ that temporary loss of nerve that was bo evident in I .v. radio a few years hack. In other words Canadian radio i- buckling down to the job of competing with tv in many cases before video can do much damage. In the second place cancellation of I .S. radio network show- which axe also piped into Canada has naturally had an effect on the programing and sales picture in Canada. Though their cancellation is premature or unneces- sary so far as Canada is concerned I ,S. sponsors will not retain them for Canadian audiences alone. The reason is an economic one. Canadian subsid- iaries normally net a free ride on 1 .S. radio network -hows piped into Can- ada so far as programing costs are concerned. They pay onl\ time costs. The\ could not afford to pay I .S. pro- gram costs, which are reasonable for a market of 160 million persons hut riot reasonable for a market of 15 mil- lion. As an example of how Canadian ra- dio i- following the fortunes of I S. radio, a representative of Horace V Stovin \ Co.. one of the important Ca- nadian station reps, visited New York earlv this year. He spoke to T. I (Tom) Flanagan, managing director of the Station Representatives Associa- tion, George S. Dietrich, eastern man- age] of NBC Spot Sales, and Norman R. Glenn, publisher of sponsor. Hen"- what he told the Stovin sta- tions on returning to Canada: "To sum up the substance of what we learned in New ^ ork : Radio, par- ticularly spot radio, i- <(iming back strongly, not so much in spite of t\ SPONSOR competition but because of tv com- petition." The report noted the heavy demand for daytime periods but called attention to the fact that advertisers are becoming more careful in their radio buying. "To meet this chal- lenge,*' the report went on, "smart am operators are . . . laying more stress on the local program and activity on behalf of the community. They are displaying showmanship. Sales pro- motion programs are becoming more organized and more effective." Q. What are Canadian stations doing to prepare for serious tv competition in Canada? A. Tom Darling, general manager of CHML, Hamilton. Ont.. has been buck- ing tv from Buffalo for four years, yet 1953 was the station's biggest year so far as business is concerned. He told SPONSOR: "You can't fight tv by sav- ing money. We are spending more money on research, programing and promotion. Our program answer to tv is block programing at night. On Mon- day we emphasize foreign-language programing (Hamilton, a steel city, has substantial numbers of Italians, Hungarians, Polish and Ukranians), Tuesday night is talk night, Wednes- day we have a boy-and-girl music for- mat— and so forth." (For further an- swers to the question above see SPON- SOR asks, page — .) Allan Hammond, manager of CFCF, Montreal, Que., an all-English station, said : "Tv is making radio men go back to work. There is no evidence that Canadian stations are showing any fear. One advantage we have in Can- ada is that there is less station compe- tition. There are a large number of one-station radio markets. CFCF is devoting more time, money and per- sonnel to newsgathering. We scooped the world with the first official state- ment from the Foreign Minister of Guatemala after the invasion. Our news editor, Sam Solomon, spoke to him by phone. We scooped the press recently when Montreal police picked up one of the quintuplets, Emilie, who became lost in the city and from that story we found out that another quin- tuplet, Marie, had left the convent." CFCF is not alone in its emphasis on news, which is a prime ingredient of Canadian radio programing. CJON, St. John's, Newfoundland, for exam- ple, has a larger news staff than the two daily papers in St. John's. The 23 AUGUST 1954 CALDWELL OF CANADA Distributors s. w. CALDWELL LTD. 447 JARVIS ST., TORONTO, CANADA 91 NOW A MORE POWERFUL SELLING VOICE IN B.C.'S SECOND 1 MARKET VICTORIA British Columbia 165,900 people / , ad ii to in suhl more than — 8121,885,400 worth <>l merchandisi ( 1953 Estimatt Retail Sah s i CJVI Still 900 k c . NOW 5000 WATTS ( onsistt ntly Moving M, a handisi .mi Local Firms All Canada • Weed &"Co, -t ;i t i < . 1 1 has -i\ local reporters plus L8 Btringers in ever) main center, pro- vides news ever) li<>ur. 18 hours daily. \- .i rule the continuitj and news departments "I large-markel stations are well-staffed. Q. Is there a special reason for the emphasis on news on Canadian radio? A. The high percentage of small towns in Canada — nearly half ( J 7.!!' i ) ol all Canadian radio homes an- lo- i ated < • 1 1 la i tns or in cities of 10,000 and under means local new- cover- b) dailj newspapers is -parse. For example. Jack Pilling, managing director of CHWK, Chilliwack, B. (... says: "Non-metropolitan radio in H. C. i- an exclusive proposotion. No non- metropolitan market has more than one station. Few of these area- have dail) newspapers, most of them being served bv weeklies. Consequently ra- dio is the onlj daily medium." Pete McGurk. who heads up Weed's Canadian station re]) operation in the U.S., points out: "Estimates show that newspapers reach between 33 and 50' < of the households. The newspapers are dailj and weekly. The plateau of news- paper coverage drops sharply just out- side the city limits for the reason that railroad train schedules are limited and transportation over the highways require quite a bit of time. It is esti- mated that the average newspaper pen- etration is about 15 or 20 miles out- side the city." CHAB, Moose Jaw. Sask.. reports that the number of radio home.- which listen to it six to seven days a week (BBM figures) is greater than the to- tal circulation of all daily newspapers in the province. CJAT, Trail. B. C, shows these fig- ures: Its daytime circulation averages more than 10.000 homes. Its night- time circulation averages more than 8,000 homes. The daily newspaper sell- about 5,500 copies. Combined weekl) newspaper circulation in the area is about 1,500 copies. The tradition of new- coverage in Canadian radio has been dramatized b\ the work of CHED, Edmonton, \lta.. which came on the air earl) mis year. \ few weeks after the station's opening. CIIK1) newsmen covered a spectacular fire with their new porta- ble tape equipment, interviewed fire- men at the height of the blaze. \s the station describes it: "When the last flame had been subdued, the -tail re- turned to the station, picked up new (ape- and dashed off to I.cjal where a gas well was burning and blowing w ild. " Q. Is there much out-of-home listening to Canadian radio? A. \- in the I .S. there i- no mea- -ureiiirnt offered which will -bow bow maiiv -et- or how main people are tuned in to a specific program out-of- home. However. Klliott-Ilav ne- mea- sures auto listening and listening in public places locally bv station twice a year. The auto listening figures use can on the road as a listening base. Driv- ers in 12 key markets are questioned a- they draw up to a curb, pull into a parking lot or gas station. Onlv day- time hours are covered and drivers are asked about their radio listening dur- ing the preceding half hour. Here is the average sets- in-use fig- ure of cars on the road by market dur- ing the 8:00 a.m. to 0:00 p.m. period in April 1954. Note the wide ran<.'e: Halifax St. John Montreal ' English > Montreal (French) Ottawa Toronto Hamilton ff innipeg Regina Calgary Edmonton 51.5 41.1 47.5 50.9 57.3 38.8 31.5 35.9 43.9 26.0 46.6 Vancouver 49.6 Of course these figures aren't pro- jectable unless the number of radio- equipped cars on the road during va- rious hours of the day is known. K-H tried to find an accurate wav of mea- suring traffic so that the percent of ear- on the road to the total number of cars could be figured out and the actual number of people listening esti- mated. However, the firm's research- ers felt there were too many variable- involved and dropped the attempt I he K-H measurement of listening in public places in the same 12 mar- ket- covers tour kind- of establish- ments: soda bar-, restaurants, barbers and hairdressers. Here- what the Jan- uary 1954 report -bow-: The percent of shops with radios ranges from 33.9 in Vancouver to 72.7 in French Montreal. The all-dav av- erage (9:00 a.m. to 6:00 p.m.) sets-in- use ranges from 49.0 in French Mon- treal to 71.5 in Winnipeg. 92 SPONSOR Q. How many auto radios are there in Canada? A. In September 1953, according to All-Canada Radio Facilities, one of the top station reps in Canada, there were 1,899.000 automobiles registered in Canada. Of these, 715,000 were ra- dio-equipped. This is considerably less than the percentage in the U.S. However, the number of auto radios in Canada is in- creasing substantially. More than half of all autos sold since 1946 have ra- dios. In 1952 there were 104,035 au- to radios sold. In 1953 the figure was 182,561. During the first four months of this year 41,078 auto radios were sold. An important factor in auto listen- ing is the U.S. tourist. All-Canada Ra- dio Facilities' figures on the U.S. auto tourist subject while not recent are probably applicable today. Here's what they show: In 1951 the number of U.S. auto tourists reached a peak during July and August. No other months come close to those two summer months in the number of U.S. auto tourists. In July the number was 505,000 cars; in August the figure was 525,000. Fur- thermore, of the $258 million spent by U.S. tourists in Canada in 1951, $151,- 600,000 was spent by those traveling by auto. Canadian stations are seeking to at- tract U.S. auto listeners. CHML, Ham- ilton, Ont., has a 31/2-hour program every Sunday night called On the Road; it is a potpourri of music, news and chatter resembling the many U.S. shows of this type. During this pro- gram the usual local and Canadian- slanted news format is dispensed with in favor of news of interest to U.S. travelers. CHML found out that the bulk of U.S. travelers in Hamilton come from Ohio, Pennsylvania and New York so that, in addition to in- ternational news, stories from those three states get important play. The program also presents news of traffic conditions on the outskirts of Hamil- ton and on the roads to Niagara Falls and Toronto. Q. What are the figures on mul- ti-set radio homes in Canada? A. According to official government figures as of September 1953, 2,633,- 000 Canadian homes had one radio. 687,000 had two and 191,000 had three or more. That means that 25% of the ****** IN THE DETROIT area In the Detroit Area, CKLW-TV with its 325,000 watt power penetrates a population grand total area of 5,416,375 in which 82.7% of all families own TV sets. Of these 1,305,520 TV families 88.2% are covered by CKLW-TV channel 9, or a grand total coverage of 1,151,554 TV families. CKLW-TV Guardian Bldg. • Detroit • Adorn J. Young, Jr., Inc National Rep. J. E. Comptau President 23 AUGUST 1954 93 IN BRITISH COLUMBIA'S FIRST MARKET CHUB Nanaimo Offers 1. Lowest Rates 2. Excellent ALL-DAY Vancouver Area Ratings 3. Personality Programming 4. Top Air Salesmen 5. Average of 100,000 letters per month on TREASURE CHE$T" — 50% from the Vancouver Area PLUS 10% DISCOUNT FOR JOINT CAMPAIGNS OVER CHUB and CJAV THEY'RE NOT TRYING US - THEY'RE BUYING US! CJAV Port Alberni Offers 1. DOMINANT listenership in Vancouver Island's In- dustrial Heart 2. Rich Mainland Powell River audience — with CJAV as "Home" station 3. More than 80% local busi- ness firms as fellow adver- tisers PLUS 10% DISCOUNT FOR JOINT CAMPAIGNS OVER CJAV and CHUB See: Stephens & Towndrow Toronto & Montreal Donald Cooke Inc. — U. S. John Hunt — Vancouver radio homes had two or more radios. It i- safe to assume that by this time metre than one million Canadian homes have two or more radios. In addition there are a handsome num- bci <>f portables. Between 1946 and about the vnt\ of February 1954 about 245,000 portables were sold. Q. Is Canadian radio reasonable in cost? A. As in the U.S.. Canadian radio is considered the cheapest way of reach- ing the mass consumer with the excep- tion of billboards. One of the reasons Canadian radio is so cheap is that U.S. subsidiaries can use U.S. network shows piped into Canada and pay onlj lime and line charges. However, P&G of Canada, a big user of U.S. network -hows, is increasing its use of spot ra- dio (or selective radio, as it is called in Canada) because it has found it comparable in cost-per- 1.000 to net- work radio. One of the economies sel- dom pointed out about network radio in Canada, incidentally, is the bonus audience provided by the governments low -power relay transmitters for areas of bad service. There is no charge for this. Q. Have there been any changes in government regulations affect- ing radio? A. Nothing important has happened this year but the effect of two regula- tions changed last year by the CBC are just beginning to be felt. One of the changes permitted the sale of announcements at night, or. to , be technical, no longer prohibited them. I In Canada a 15-second an- nouncement is called a "flash" and a one-minute announcement is called a "spot." though the term "spot i- often used to refer to an) kind of announce- ment. > One reason for the change was the impending shadow of t\ competition. The CBC realized that stations would eventuall) require smaller and cheaper time periods for sale. Besides, the ( BC had been selling announcements at night on t\ . and i > r i \ ate station op- erators complained thai the distinction between radio and t\ on this score was illogical ami unfair. PreViousl) sta- tions had been allowed to sell to spon- sors "iil\ complete programs at night and all w ~ wen- short enough i<> be the equivalent <>f the program time a spon- sor would get if he bought only one announcement. The sale of nighttime announce- ments has been going briskly and many Stations are doing better than they oth- erwise would if the prohibition hadn't been dropped. There is a growing use of saturation announcement buying in Canada. Syndicated program sales are also showing an upbeat trend at night. Stations are usin<: them as participa- tion vehicles, especially Bince the can- cellation of some nighttime network shows have left financial »aps in their schedules. The other important change in reg- ulations last \ear also had to do with announcements. The CBC prohibit- more than four announcements dur- ing any 15-minute period and limit- the total length of these announce- ments to three minutes. A station mav. with CBC consent, exceed these limits with special announcement programs providing there is a proportionate re- duction in paid announcements during other periods. At first some stations thought this meant they could sell more announce- ments during prime time and reduce announcements during marginal pe- riods when there wasn't much demand for time, anyway. However, as it turned out. the special announcement programs were meant to refer to the sale of birth and death notices 1>\ sta tions in areas where there is no news- paper coverage. CBC is now checking -tations to see whether the) are remaining within the prescribed commercial limits. It has discovered quite a number of stations going over the limits. However, a CBC -poke-man told SPONSOR that most of the violations are mild. 'I he CBC has no intention of adopting a get-tough policy. "You can catch more Hies with honey," the CBC -poke-man told SPON- SOR. He made clear, though, that the stations would have to find some wa] of keeping within the regulations. Some stations are reducing the length of their announcements and keeping all their advertisers. Others are rotating their advertisers on par- ticipation -how- so that the sponsors are -mead out over the entire length of the -how rather than < lustered around on ' UppOSI dl) good period. Q. How do government regula- tions affect the advertiser? A. The government, through the 94 SPONSOR CBC, exercises wide controls over ra- dio (as well as tv). Canada has a half-public, half-private broadcasting industry, somewhere in between the British and the U.S. practice. In addi- tion to owning 20 of the 167 commer- cial am stations (and eight of the 10 50 kws) the CBC controls all network programing on the three national radio networks. The three networks are Trans-Can- ada, Dominion (both English) and the French network. Most of the CBC sta- tions— 15 of them to be exact — are on the 40-odd station Trans-Canada skein, four are on the French network and one is on Dominion. The latter, CJBC, Toronto, is a 50 kw and is used as a point of origination for most Domin- ion programs as well as a device to en- force CBC network program control on the all-but-one private stations on the web. Government policy, as interpreted by CBC, is to provide Canadians with a broad variety of programs to satisfy minority as well as majority taste. (Under such conditions, Canadian publicly-owned radio cannot be self- supporting and Canadians are taxed to support CBC radio programing.) This limits the number of programs an advertiser interested in reaching large numbers of people would want to sponsor. It is also CBC policy to encourage Canadian talent. An advertiser ready to sponsor a Canadian show has a bet- ter chance of getting network time than one who wants to sponsor a U.S. show. This also tends to limit advertisers. Canadian regulations on food and drug commercials are much stiffer than the U.S. Food and drug commercials in Canada must be cleared in advance whereas government policy in the U.S. is to check after the fact. In addition to regulations directed against mislead- ing advertising. CBC has definite ideas about what constitutes good taste. It will not permit advertising of such products as depilatories, laxatives or deodorants on the networks or on its stations. However, after clearance of commercials such products are allowed to be advertised on private stations. Despite these policies and regula- tions U.S. advertisers are an impor- tant segment of Canadian air advertis- ing and actually dominate the commer- cial network picture. Q. How much commercial pro- graming is there on Canadian ra- dio? A. CBC gave these figures for key- stations on each of its networks during a sample week in March : CBF. Montreal ( French ) : Of the 102 broadcast hours, 32 hours and 20 minutes were sold commercially, of which 50 minutes was local commer- cial time. CBM, Montreal (Trans-Canada) : Of the 103 broadcast hours, 19 hours were sold commercially, of which none was local commercial time. CJBC, Montreal (Dominion) : Of the 101 Vi broadcast hours, 26 hours and 20 minutes were sold commercial- ly, half network and half local. It should be pointed out that the Domin- ion network does not program during the day. As an added note on the CBM pic- ture, CBC reported that during a sam- ple week in January 1954 8% of the programs carried were U.S. shows. On a network basis the amount of commercial time averages about 20%. Q. What is the public attitude toward government ownership of broadcasting in Canada? A. As part of a regular survey of public opinion on various matters, El- liott-Haynes questions Canadians on their attitudes toward public owner- ship of various industries. Here are the publics 1953 answers on owner- ship of the broadcasting industry: • Prefer private ownership, 69.1%. This compares with 61.2% in 1952. • Prefer government ownership, 13.8%. This compares with 17.2% in 1952. • Prefer part-public and part-private (such as now), 11.9%. This compares with 14.4% in 1952. • Don't know, 5.2%. The 1952 fig- ure was 7.2%.. There has been a fairly steady in- crease in the number of Canadians who prefer private ownership of the broad- casting industry since the war. During the war, however, the preference for public ownership was high and for pri- vate ownership low. Right after the war, Elliott-Haynes figures showed a high percent of don't knows. Q. What's the trend in syndicat- ed program sales? A. There is a definite trend toward the sale of announcements. While some Oil rich Canadians are Spokane's biggest source of bonus business ( 1 /8th of retail trade: Chbr. Com- merce 1953) KCA's 50,000 watt signal is the only advertising medium that fully serves this rich market. KGA is the only 50,000 watt sig- nal between Minneapolis and the Pacific coast. KGA 50,000 WATTS ABC ESTABLISHED 1926 Spokane, Washington 23 AUGUST 1954 95 stations, such .1- CJON, St John'-. Newfoundland (which recentl) l>«»u^iht To packaged shows from Mi-Canada Radio Facilities, largest distributor of packaged shown in the Dominion), re- port it's no great problem to interest advertisers in sponsoring their own -how-, most "I the recent pun bases bj advertisers, especialK in t\ areas, ap- pear to be announcements. Man) oi the shows distributed b) Ul-Canada, which bandies /i\ in ( anada, and S. W. Caldwell, which now distributes mi Programs, are set up for an- nouncement sales. Mation- are buying half-hour and lull-hour packages and programing them as Btrips. The hour shows often have room for 12 announcements. There is also a trend toward using packages lor block programing. The radio package business is com- pleter) dominated b) I , S.-produced shows. While Canadians have come up with Borne excellent, professionally- prodiK ed transcribed shows, the eco- nomic cards are Btacked against a profitable Canadian radio program in- dustry. It's the old story of I . S. pro- curer- and a bis market in the I ,S. By anybody's yardstick . . . MORE PEOPLE LISTEN TO CKRC THAN TO ANY OTHER MANITOBA STATION Yes, sir, no matter who measures it, day or night, year in, year out, CKRC dominates the Manitoba scene. And again this year, we're in there with the most powerful schedule, of big-time programs in the area — network, national and local. We'd like to have you with us. CKRC WINNIPEG 5000 WATTS 630 Kl LOC YCLES Representatives: All-Canada Radio Facilities in U. S. A— Weed & Co. CANADIAN TV (Continued from i>'<>>.2. 65.2. Montreal: International Surveys' Bets-in-use for five weekda) evening hours iO:00 to 11:00) during May 1953 and 1954 and including both French and English U homes were: In 1953 3, 11. 40, 53, 48. In 1954— 1!!. 50, 80, 72. 01. showing an increase for ever\ hour. It -hould he understood that there was more Canadian programing in Ma) 1054 than during the same month in 1953. Q. Are U.S. tv shows popular in Canada? A. 1 hey sure are. A look at ratings in four important market areas (To- ronto, Montreal. Vancouver and Lon- don! during May and June shows practically all the top-rated shows in Canada are U.S. -produced. The Ca- nadians' taste runs pretty close to that of U.S. audiences, too. Q. How does viewing of Canadian tv stations compare with that of U.S. stations in Canada? A. As Canadian tv expands and more programing is seen on Canadian tv stations, Canadians are becoming more loval to their stations where there is competition from the U.S. At the be- ginning of 1953. Klliott-Haynes Tele- ratings showed CBLT. Toronto, with about 20' < of the tv audience in com- petition with WBEN-TV, Buffalo. By the end of last \ ear the figure had risen to nearlv 39' ; . During the first months of this vear CBLT continued to hold on to about 35', of the audience. The magnet of U.S. television is still strong, however. In June of this year of the top 10 shows seen in the Toron- to-Hamilton-Niagara area, nine were viewed via WBEN-TV. Q. What is the CBC attitude to- ward U.S. programing? A. CBC sa\s: "From the outset it ha- been the aim of CBC television to present a large proportion of good 96 SPONSOR Canadian production, while bringing into Canada some of the best programs from the United States and other coun- tries as well." In plain words. CBC would like to have as much Canadian- produced programing with Canadian talent as possible. In the opinion of private broadcasters. CBC is now in the position of having to swallow more programing from the U.S. than it reallj wants to. Although the consensus among ad- vertising people is that CBC policy toward U.S. is more lenient than it started out to be, there is still plenty of dissatisfaction with CBC program- ing policy. One of the reasons Colgate. P&G and Lever, Canadian radio's big- gest advertisers, are not in tv yet, is because they don't like CBC program policy. According to a CBC spokesman, if there is any impression that CBC started out with a tough attitude to- ward U.S. programing, the reason is this: "When Canadian tv first opened up, agencies rushed to CBC. urged the CBC to fill up the schedule with the vast amount of U.S. programing avail- able. Since we started out with our own programing from scratch it would have been very easy to do that. How- ever, if U.S. programing was brought in in quantity it would have been diffi- cult to push it off the schedule and if we left it on the schedule there wouldn't be any available time for Canadian programing and talent and the kind of programing for minority tastes that we are required by govern- ment policy to produce. "If there is more U.S. programing being brought in now. the reason is probably that there is more tv time available." Much dissatisfaction seems to be aimed at CBC's apparent priority for programing on the network and CBC- owned stations. The priority is this: Canadian live programing gets first crack at a time period, then Canadian film, then U.S. live, then U.S. film. It doesn't always work as mechanically as that but it obviously makes the U.S. program syndicator low man on the totem pole. Canadian distributors of U.S. syndi- cated film are hopeful, however, of getting more business in the future. One distributor said the percent of U.S. live and film shows on Canadian tv may be at a new high this fall. As more private stations come on the air video advertisers will find them- selves having an easier time spotting film shows. It will be easier to gel I .S. film shows on private stations than on CBC stations. CBC may be easing up in its film policy. Stuart McKay, general man- ager of the All-Canada radio and tv setup, said that it had screened a num- ber of Ziv shows (which it distributes) for the CBC and the government agen- cy had found them 'not unacceptable." CBC is definitely interested in bringing in the top U.S. tv network shows, and Dragnet (sponsored by S. C. Johnson and Elna ) appears set for Canadian tv in the fall. Q. Are advertisers interested in Canadian tv? A. Despite the implications of the foregoing paragraphs, advertisers are (locking to get on Canadian tv. CBC tv was practically sold out in July for the coming fall season. Stuart McKay told SPONSOR last month: "A year ago there were less than 10 clients on Ca- nadian tv, now there are about 100. Of course, there are more stations on now but there is definite eagerness 23 AUGUST 1954 97 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 Manag - -.■ D Roy Chapman Station Hanagi r 11, jn ■ w n 1,1 lion Cooke, I VI I'aul tfuf rifiill. ( fill «l (/(I among man) advei tisere to gel in t\ ." A lot "I t\ mone) that had be* n Boating around and couldn t find a port in l\ ha- already returned to radio. The word "returned" is noi .i" < idental Bince Bome oi the mone] earmarked for u was taken from ra- dio. Here's some idea ()f what - going OH ,il |.ri\ ale station-: In Hamilton. CHCH-TV, though < aughl in crossfire of t\ signals from Toronto and Buffalo and though it has been on the air onlj since 7 June, re- ported in July it had more business booked for the fall than an) other pri- vate station. Hamilton i- located in the center of the most heavily-saturated tv area in Canada. CHCH-IA breaks down its business on the books as fol- lows: 60' , national and 40' i local. In addition it has about 60 accounts in outlying areas. The station feels its signal gets better mileage than other signals of comparable strength because of the high-gain home antenna instal- lations originally put up in Canada to catch Buffalo. Q What's the size of the inter- connected network? A. By the end of the \ear, the inter- connected t\ Canadian network will extend from Quebec Cit\ in the east to \\ ind-or (across the river from De- troit I in the west. About 11 or 12 station- will be linked. CBC has asked for quotations for the cost of micro- wave iela\ links to the w*esl Coast and to the Nfaritimes. There are no target dates set for building of these new link-. As a matter of fact, the govern* inent as \ et has not appropriated the money. The CBC told SPONSOR that one of the things to be settled is to what extent advertisers will -bare the < o-t of a transcontinental intercon- nected network which, because of Canada's vast distances < and smaller population i will cost more per-1.000 t\ home- than it does in the I .S. Charges for the present, relatively compact interconnected network run to s225 per half hour for a hookup of eight stations. To bring in a live show from the I .S. via the Buffalo-Toronto link is another $72. A hookup consist- ing of onlj Montreal and Toronto cost S06. Discounts run up to 10%. CBC provides a kine service to its non-connected affiliates, both public more national advertisers use CKWX Vancouver than any other station in British Columbia first in Canada's third market radio REPS: Weed & Company All-Canada Radio Facilities Limited 98 SPONSOR and private. A coast-to-coast Canadian tv hookup can he put together on spe- cial occasions. The British Empire and Commonwealth Games, held in Van- couver during the first week of August, were telecast from CBUT, Vancouver, transmitted by closed circuit across the U.S. from Seattle to Buffalo, where the signal reentered Canada. Special facilities were constructed to link Van- couver to Seattle. Q. What about uhf? A. As long as it is government policy to have only one station per market. there is no need to allocate uhf chan- nels. When tv is really opened up in Canada, and no one knows exactly when that will be. it is possible that uhf stations will be licensed. Q. What about color? A. Canada is watching and waiting to see what will happen in the U.S. There is not likely to be any color tv in Canada until the problem of an economical and large enough tv tube for home sets is solved and the present technical logjam broken. While Cana- da has not officially okayed any color signal specifications, there seems everv likelihood it will go along with the U.S. NTSC specifications. Q. What are tv costs like? A. For most shows the tv cost-per- 1,000 is higher than the U.S. average. One of the reasons the Big Three soap firms are keeping away from tv is the cost. Howard Whiting, manager of broadcast advertising and production for P&G of Canada, told sponsor that while tv is becoming more attractive in terms of cost the price is still not justifiable, especially the cost of talent in terms of tv homes reached. Wilf Charland, vice president and radio-tv director of McKim Advertising, said, in a rough estimate, that average tv costs-per-1,000 may go as high as three times the U.S. average. This does not apply to a number of high-rated shows, he said, pointing to the popular French tv situation comedy, La Famille Plouffe. which gets ratings in the 80s. Q. What are U.S. films selling for in Canada? A. As in the U.S. prices for film are not always easy to pin down. Esti- mates are that they are averaging about 100% of the card rate, which is pretty close to the U.S. figure. (Roger W. Clipp, general manager of WFIL-AM-TV, Philadelphia, recent!) said the average film cost in the U.S. i- '<">(>. 2' , of the lime costs. I As in the I .S. there is a great spread in prices. It is reported that S. C. Johnson and Elna are bringing in Dragnet to Cana- da at 125' < of the card rate in a two- year deal. The show is considered first run in Canada although it has been seen from Buffalo. Avco of Cana- da almost made a deal with Desilu Pro- ductions, through its agency, E. W. Reynolds, to bring in / Love Lucy. Desilu was asking $500,000 for a three- year deal involving 117 films. This figure conies to about 200% of the card rate for about 20 stations, which is the number the agency expects to be on the air by next Christmas. The interesting part of this story is that the deal fell through, not because of the asking price, which is pretty high for Canada, but because of some internal Avco matter. If the deal had been consummated, Avco would prob- ably have paid less than $500,000 — perhaps $400,000 or $450,000. Taking the 200' i of the card rate figure, it would mean that the program cost of / Love Lucy on Toronto, for example would be $900. Assuming it got a rating of 60, or the equivalent of CKCW Moncton, N.B. "Twenty years in Community Service" CKCW-TV Moncton, N.B Only centrally located tv in the four Maritime Provinces On the air by December 1 Moncton Broadcasting, Ltd. F. A. Lynds, President & Managing Director l/ONfC 23 AUGUST 1954 99 000 domes, the program i ost-per- 1,000 homes would be - 1 30 and total time and talenl almost Q. What should the advertiser know about bringing syndicated film into Canada? A. ( tnoe v "ii stai i « i ossing intei na tional boundai ies, \ ou ve j"i prob- lems. ■ ou can alwa) s figure the ,u'u\ on the othei Bide look- at tiling- i little different than you do, not to mention the mattei "I customs. II yon don't know anything about Canada itml Canadian customs make sure you gel an expert to handle the mailer. Spence < aldwell. head of S. \\ ( aldwell, Ltd., whose business is rm.-t- K devoted to importing and distribut- ing u and radio programing, ui\e- a lew |]|i-: Ii i- usually bettei to ship the n film show without commercials. The value for purposes of levying duty, accord- in- to Canadian customs, is the fair market value as sold in the U.S. bu! not less than 8c a foot nor less than the importers' purchase price. Normally the film is valued at print cost since no true or outright sale is involved. The result is that customs automatically raises the value to 8c- a foot. \ half- houi film will cost about $30, includ- ing all < barges. I anadian customs are exacting in theii requirements and it i- bettei to put too mil' Ii infoi malion on a cus- toms invoi< <■ than too little and have the goods delay ed, Since food and drug commercials have to be approved b) the Depart- ment ol National Health and Welfare. advertisers naturally do not want to pay duty on them and then have them rejected. If film commen ials are shipped in labeled ".'OK REVIEW PI RPOSES ONLY" the duty is less. \ commercial of 100 feel of film so labeled would cost $1.65 at the border. Q. Are there any problems in pro- ducing tv commercials? A. Except for a few hep agencies and commercial producers, there has not heen too much experience with pro- ducing live commercials in Canada. Says Bob Reinhardt of CFPL-TV, Lon- don: "In most cases we are writing the spots because very few agencies have wriier> who know anything about i\ I luction — and this is a mu-t. Most spots being turned out today are too wordy. The picture isn't telling the story. Writer- seem to feel that the entire (A) seconds must be filled with WOjd-. Then is a l>ri-k business in "Cana- dianizing I 5. film commercials, I In- i- often a matter of keeping moot of the video portion and changing the audio portion. Ul-Canada Television and S. W. (.'aldwell are active in thi- field. *** CANADIAN ROUND-UP {Continued from page 83) Early warning habits CJAT, Trail. B.C.: The station made a survey of rising habits in its area, pin- pointing about 1,000 worker- or 8 of the you must use All-Canada Radio Facilities. CKBI-Prince Albert CKCK-Rcg.no CKRC-W.nnipcg CJSM-F M -Horn, lion CKOC Horn, lion cjcs-siiotfo.d CKSO-Sudboiy CFRB — Toionio CFPl-london CKLW-W.ndlO' CFCF Monli. ol CFCY — Choilotlciov CFNB-Frcdcr.clon CHNS-Hol.loi CJLS-Yormoulh CJCB-Sydncy CJON-Sl Johni For complete information, write phone or wire : ALL-CANADA RADIO FACILITIES LIMITED VANCOUVER •CALGARY«WINNIPEG» TORONTO* MONTREAL 100 SPONSOR Radio sells 17,000 gladiola bulbs CFPL. London, Out.: W. A. Jenkins Seed Co. has a 15-minute gardening show every Wednesday. On 2 J inu- tile firm plugged its gladiola bulbs, which were not moving because of the cold, wet May and had become over- stocked. By Saturday 13,000 of the bulbs had been sold and the firm was out of stock by the following Saturday. The 15-minute show cost Jenkins $36. At 35c a dozen the 17,000 bulbs sold for $495.60. Birth announcements program CKOM. Saskatoon. Sask.: The familiar program of birth announcements was given a new twist by CKOM recently. The new twist involves a new title — Who's New in tfie Nursery; a theme song — Desi Arnez' "There's a brand new baby at our house"; and a new background — supposedly Saskatoon Hospital but actually only sound ef- fects. Red Alix, one of the station per- sonalities, plays the part of the doctor and one of the girls in the office plays the part of the nurse. The format: "Doctor" Alix ascends the hospital stairs, stops at the nursery and taps at the window to attract the nurse. She comes to the door and the pair talk about babies and so forth. In the back- ground are hospital sounds. Give-away shows perk up sales CHUB, Nanaimo, B.C.: Burns & Co., Ltd., canned meat manufacturer, bought a 10-minute segment of CHUB's give-away show Treasure Che$t in January five times a week plus a segment of the give-away show Name the Famous on CJAV, Port Al- berni, B.C. Advertisers get a 10% discount for buying both stations. Af- ter three months the sponsor reported a 100% increase in sales in the Na- naimo area and a 15% increase in the Port Alberni area. Average daily cost on CHUB was $18.27 and on CJAV, $12.29. $1200 in furniture for $31.80 CJVI, Victoria, B.C.: Humber Bros., furniture company, runs a regular schedule of advertising on CJVI. Re- cently, the firm advertised a huge ship- ment of mattresses. Bruce Humber re- ported that before the first newspapers containing his ad on the mattresses had hit the street more than half the ship- ment had been sold. Humber credits CJVI with selling more than $1200 worth of merchandise in less than 36 hours during the promotion. Time and talent cost: $31.80. Radio versus newspapevs CFQC, Saskatoon, Sask.: A local spon- sor wanted to test radio, spent $49 on CFQC and the same amount on news- paper ads during a week's survey last fall. Every sale was checked to find the source of the buying impulse. Re- sults showed that $1,172 resulted from the radio campaign and only $78 from newspaper advertising. CFCQ reports. Spends $150, yets .$'15,000 CHML, Hamilton, Ont.: Stan Rowe Furniture Co. bought a considerable amount of merchandise at a Toronto furniture show and aimed to sell it quickly. The firm spent $150 in a three-day campaign on CHML, from 21 through 23 January. Not only did il sell the furniture purchased at the show but a lot more as well. In three days the account moved $15,000 worth of furniture. Auto ads are .2% of sales CKBW, Bridgewater, N.S.: Bridgewa- ALL-CANADA TV (jlbpo Up Gxriada in ONE pacleaqe : V^fanada is a rich market. Canadian television is selling — and growing — in a big way. Whether your sales strategy is based on local markets or national distribution, TV is the answer, so— call your ALL-CANADA TV representative. You'll get a complete "one-stop service" from planning to screening . . . without hitch or headache. STATIONS Jf CKSO-TV— Sudbury % CHCH-TV— Hamilton rf CKCK-TV— Regina CHCT-TV— Calgary CH EX-TV— Peterboro CFPA-TV— Port Arthur « CFPL-TV— London ft CHSJ-TV— Saint John CJCB-TV— Sydney CKWS-TV— Kingston CKLW-TV— Windsor M Now in operation SHOWS. Proven audience-building package (TV) shows in l/4 and V2 hour vehicles available at budget prices. STUDIO TELESCRIPTIONS-currently producing outstanding results for National Advertisers on many Canadian Stations. Yours exclusively through All-Canada TV. FACILITIES. Complete facilities for the production of TV com- mercials from storyboard through to released prints. ALL-CiiyDri^rrELEVISIfll CANADA'S FIRST TELEVISION SERVICE ORGANIZATION VANCOUVER CALGARY WINNIPEG TORONTO MONTREAL 23 AUGUST 1954 101 in Motors, I. I.I.. was new to radio and started on the station on ;i ti ial basis. I inn began advertising I I ebruary on ( KI'.W . B) tin- end of Mas the spon- soi reported than 70' i "I In- Bales were due direct!) to radio advertising. \.. outside salesmen were used and in' ■iilii-r form of advertising was used. I In- sponsor's ad cosl was less than of his gross sales. I ri'iic/i listener* huiltt men \ mm ion t I I! I .. Gravelbourg. va-k. : 'Radio sta- tion ( FRG," Bays Dumont Lepage, its manager, "was buih h\ tin- 2.-5. (Mil) | .«■. .- pie of French origin living in southern Saskatchewan, who have contributed 1150,000 for this purpose. The sta- tion broadcasts in the French language onl) and is on the air 10 hours a % radio CFCY. Charlottetown, P.E.I. : O.K. Rub! er Welders built a thriving tire re-capping business within six months putting 999? °f 'l~ aS> \0 O^ C> \* ^ & ►*' \> Coverage: 250,000 French radio homes. For availabilities and rates, write, phone or wire our representatives: CANADA: Jos. A. Hardy & Co., Ltd. U.S.A.: Adam J. Young Jr., Inc. LEADER EVERY SURVEY m page 1 1 1 FAST MOTION Speed the film through the camera Is .slower than the stand- ard rate resulting In action appear- . : i.ii normal when the film Is projected at the standard rate. (See Slow Motmn I FAT Meaning to have sure-fire jokes, lines to deliver, or simple sound effects. FAVORING SHOT A close shot where two or more actors appear and one is :.i\ ored. FCC Federal Communications Com- mission. Federal authority which li- es tv and radio stations, assigns channels and frequencies. FEARLESS DOLLY Flexible motion- picture boom-type dolly, offering lim- ited elevation of camera on short boom. A trade name. FEDERAL TRADE COMMISSION A gov- ernmental agency appointed by the President to prevent unfair methods of commerce, to aid in enforcing anti- trust laws and to investigate business practice and management. FEED To transmit a tv show to sta- tions or groups of stations. FEED BACK The squeal or howl re- sulting from accidentally closing the inbound and outbound ends of an elec- trical circuit, or from an improper mike setup. FIDELITY The exactness with which a television or radio transmission system reproduces sound or picture on the receiver. FIELD <1> Program-wise: Area of set or scene covered by the camera as seen on the receiver tube, depending on the type of lens and distance of the cam- era from the scene. < 2 > Refers to one set of scanning lines making up a part of the final picture. In present stand- ards pictures are transmitted in two fields of alternating lines which are Interlaced to form a 525-line picture at the rate of 30 complete pictures or frames per second. FIELD PICKUP or REMOTE The trans- mission of out -of -studio events by a mobile unit and cameras. (See Memo.) field sequential system The In- compatible or non-compatible color tv system originally approved in 1950 by the FCC. Rejected later for the Com- patible color system. 'See special Col- or Section. > FILL Cue to insert added material. FILLER LIGHTS, FILL LIGHTS, FILL INS or FILLS Subsidiary lights used to fill in shadows; lights to build up shadow illumination. Ratio of key light to filler light establishes the lighting con- trast of a scene. FILL-IN LIGHT Spots or lights used to soften shadows; about half the inten- sity of the main or key light. FILM lb A flexible transparent sup- port coated with a light sensitive emul- sion. ( 2 I A processed strip of such material containing a series of photo- graphic images. < 3 » A motion picture. FILM BIN Large container used for unrolling film while cleaning or edit- ing. FILM CAMERA CHAIN Complete se- ries of equipment used to present films on television, consisting of icono- scope camera, camera control and shading desk and one or more projec- tors. Frequently a slide projector is mounted beside the film projector so that station announcement slides may be shown over same circuit. FILM CEMENT Solution of acetone or acetate painted on scraped celluloid to join two sections of film. FILM CLIP A film sequence inserted into a live telecast or integrated with live action. Or a short length of film cut from a longer sequence. Also stock- shot, or library shot. FILM COLOR (See special Color Sec- tion.) FILM COMMERCIAL Advertising mes- sage placed on film for projection over the film facilities of television station. • See SAG Rates.) FILM CUE Perforation in film to in- dicate a time remaining. FILM HORSE Shaped like a towel horse; on its horizontal bars are head- less nails for hanging film while edit- ing. FILM GATE Opening in front of pro- jector or camera lens across which the scene or film passes as it is exposed or telecast. Also called picture gate. FILM INFORMATION Sixteen mm films: 40 frames in each 16 mm foot of film ( 1440 frames per minute of film i . Projection time at sound speed for this is slightly over one and a quar- ter seconds. No scene should be short- er than a foot unless for special ef- fects. Photograph and project at 24 feet per minute or 16 frames per sec- ond. To figure film footage for titles, allow one word per 12 frames or pic- tures. Average length for fades 48 frames or pictures; allow 48 frames for lap dissolves. Takes three minutes to warm up 16 mm projector. Eight- second roll cues are necessary on 16 mm sound film. Average word allow- ance for non-technical subjects on 16 mm film is four words per foot. Voice must be two seconds shorter than the action. FILM STRIP A sequence of several 35 mm frames shown individually. Also called slides. FILTER A sound effect used to give a voice or sound a quality different from the normal studio sound, such as a voice heard from a distance, over a telephone, or the sound of a radio. FILTER MIKE Microphone rigged to give special effect of voice coming through telephone receiver or other varied effects. FILTERS Tv lens filters used to elimi- nate or reduce glare, or a portion of light spectrum. FINDER A camera device, adjustable while the film is being exposed, to show what field the lens is cutting. FIRE UP Direction to film man to warm up projector. Takes approxi- mately three minutes for 16 mm. five minutes for a 35 mm. An eight-second roll cue is necessary on 16 mm sound film. Faster roll cues are possible on 35 mm sound and all silent film. FIRST-GENERATION DUPE A reverse print made from a reverse original, used to produce other prints known as second-generation dupes. FISH BOWL The clients' observation booth with tv monitors sometimes overlooking the tv studio. FISH HIM OUT Slang for send the boom down to pick up sound, but don't get boom or mike in picture. FIXATION Directing and focusing the eye or both eyes upon a certain point. FIXED INSTALLATION Permanent set such as kitchen, newsroom. i Please turn to page 1 1 -1- ' 104 SPONSOR EVERYONE AT WDAY-TV LOVES THE TAX ASSESSOR! W&?*& WDAY-TV is the ONLY TV STATION WITHIN 50 MILES OF FARGO! 23 AUGUST 1954 Ordinarily you catch us billing and cooing with the Tax Assessor about as often as you see us playing around with a bunch of wildcats. . . . This year it's different. In May we asked the City Assessor if he could check Fargo's Personal Property Tax rolls and tell us the number of tele- vision sets in Fargo. Nobody lies to increase his taxes! And 65.5% of all Fargo families told the Assessor they own television sets! And remember, that was back in May, 1954 — less than a year after we went on the air! We do a pretty fancy job in the rest of our coverage area, too. Twenty miles from Fargo the TV saturation is 52% — fifty miles away it's 28% — and seventy miles away it's almost 20%! Ask Free & Peters for all the facts on WDAY-TV— the only TV station in the rich Red River Valley. WDAY-TV FARGO, N. D. • CHANNEL 6 Affiliated with NBC • CBS • ABC FREE & PETERS, INC., Exclusive National Representatives 105 \\ iustoii-Salem ' DA VII \ Mocfcsvlllc I Poinl S"XS I.IX - • ° • ■ 1 ( ..tt;. • •• l)nr\\am "3B5S— ■Ki's'napolis "/'J-- '" • ' ° ' " lMOOR' )'■ ■ s.mt..fJ/MW • M . Iin\ COIKOTd /Albema/k-o / Troy O ■'•'■«>«'» /STANLY / •jy Oitt'Ora Norwood / ^h^JU 4M"^,-.* A, iiitte Waditsboro here's a king size market The tobacco industry is 'king size' in the Prosperous Piedmont. Planter and producer combine to make the Piedmont section of North Carolina and Virginia the world's largest producer of tobacco and tobacco products. Payrolls are 'king size' too. The 1,700,000 people reached by WFMY-TV spend two billion dollars each year. They make up a lucra- tive agricultural-industrial region that is one of the top television markets in the nation. Only WFMY-TV reaches this entire Prosperous Piedmont. To get 'king size' sales in this 'king size' market, call your H-K-P man today. ujfmij-fv Basic Affiliate GREENSBORO, N. C. Repretenfed by Harrington, Righter & Parsons, Inc. New York — Chicago — San Francisco 106 SPONSOR Nighttime 23 August 1954 TV COMPARAGRAPH OF NETWORK PROGRAMS iie SUNDAY nighttime 23 August 1954 SATURDAY U&miL QammjL Qmim' MOST PEOPLE t IN WHEELING ■TV CBS Affiliate V KEY TO THE GREAT WHEELING MARKET Steubenville • Pittsburgh • Youngstown • Canton THE BIGGEST BUT IN TV TODAY 1,083,000 TV homes for the price of 399,400!* * *54.4% of Wheeling's entire viewing audience saw the June 13 Cleveland-Boston ball game on WSTV-TV. **58% of Wheeling's survey respond- ents ■ gating Com the percentage Senator McCarthy's Senate Investi- Hearings on WSTV-TV. And s even higher— 74 % -in the bined Wheeling-Steubenville area, realistic! Don't limit your thinking about WSTV-TV's extraordinary coverage. The signal of this station extends far beyond Steubenville - blankets the rich Wheeling mar- ket — pervaces the 9th largest market in the country: industrial Pittsburgh and nearby Canton and Youngstown. Yet you pay for only a frac- tion of what you getl ■TV STEUBENVIUE-WHEELING ANOTHER AVERY KNODEL REPRESENTED STATION NOW! FULL POWER 1230,500 Wall,) from our 881 ft. MOUNTAIN-TOP TOWER (2,041 It. '•II But *Dd umlru l twur tr. revMUa In cmmmmm PULSE FOR DEPENDABILITY Now AUDIENCE COMPOSITION added to U.S. Pulse TV as a "plus" — and at no extra charge to Pulse subscribers Beginning with the Fall issues, U.S. Pulse TV will carry complete audience composition data as o regular monthly feature. With the kind of money that is involved in today's TV program and time decisions, this kind of information becomes well nigh in- valuable. * * * " rlow ni:in\ men, women, children, i< b [el More than fnarginal decisions depend on know- ing, )i"i guessing. 1 ou have the facts al your fingertips « itll I s Pulse TV accurate, up-to-date and taken limn miii 1 17. nun sample of families inten iewed in their homes. Data of unparalleled statistical ae curacj Pulse has long been 1 wn us the industry s soZi source of accurate program c position data. ( inlv Pulse is equipped to gel it. At consid irable extra expense to Pulse, but not one pennj extra [or subscribers, ihis vital information is pari of j our Bub8Cription to D S. Pulse TV Have you examined carefully, not just "looked ai" the U.S. PuIbc TVJ Includes special films section, tool Courtesj eopj on request just w rite or pi o. This month throughout the U.S., 117,000 homes are being interviewed for next month's "U.S. Pulse TV" m P H AND URBAN COVERAGE PULSE, Inc., IS We* Ktn St., Ven York 36 Telephone: Jmlson 6-3316 ■foaUf wiRmws U til HOMt D a y t i m e 2 3 August 1954 SUNDAY TV COMPARAGRAPH OF NETWORK TUESDAY WEDNESDAY PROGRAMS THURSDAY Daytime 23 August 1954 FRIDAY | SATURDAY s No nititori Ko ■■ . g, . 1I-.III. NOW...WFAA-TV in Pallas is the MOST POWERFUL STATIO LL TEXAS! Now . . . with 274,000 watts video effective radiated power* . . . WFAA-TV is the most powerful VHF station in the Southwest — including Texas, Oklahoma, Arkansas, Louisiana and New Mexico! •Effecfi've Sept. 26, 1954 -^ This means 69% greater grade A coverage — and adds half a million people to WFAA-TV's grade A contour! It means greater penetration of the 29-county WFAA-TV Market - the largest concentration of population, wealth and - television homes in Texas! And it means a greater response from your advertising presented on WFAA-TV! RVING 398,000 TV HOMES (WFAA-TV Research Dept., July 1, 1954; &A&H4t&/, RALPH NIMMONS, Station Manager EDWARD PETRY & CO., National Representative Television Service of The Dallas Morning News FAA-TV NBC ABC D U M O N T QOON. ..g^/7 GRE AT E R sen/ice for Texas' GRE ATE ST Market. Now under construction — WFAA-TV's new 1,521- foot tower which will blanket the greater DALLAS-Ft. Worth market area with 316,000 watts. Coming SOON! NBC 23 AUGUST 1954 ABC D u M O N T Wi FA A" VdALLA 13 FIXING Process of removing residual • i halldea from a developed film to lei the Image permanent. In the fixation, films are treated .mci harden this image. FLACK The publicity writer for tv how. FLAG A small Gobo. (See Gobo.i FLANGE A spool reel with both sides omitted so the film I usually commer- cials! wound on it may be removed in a roll for storage. FLARE Bright reflection flashing as a light from a mirror, usually from shiny appliances. Picked up by camera, flare usually creates an unwanted blacked- out splotch m the picture. Can be eliminated either by powdering or wax- ing appliance and sometimes by chang- the angle of shooting. FLASH An extremely short tv scene. FLASH BACK Or cutback or extract from earlier action. To return to a previously shown action. FLAT 1 1 1 Lack of contrast in a tv picture or telecast film. <2> A board or other surface used in set construc- tion; also referred to as a two-fold or three-fold fiat depending on the num- ber of folding wings on it. FLAT LIGHTING Lighting a scene or set with over-all brightness which does not provide any highlights or contrast or modeling of the stage or actors. Usually poor technique. FLAT-PAINTED Lettering or artwork to be used, that is, not cutout or in relief. FLICK Page-turning method of change-over from one Balop to an- other. FLICKER Fluctuations in the over-all brightness of pictures. Not encoun- tered in normal television operations. FLIES Space above the studio or stage extending from the top of the setting to the roof, housing the grid, flying apparatus, stationary drop mikes and lights. FLIP Command to turn to next card on easel shots. FLIPOVER WIPE A wipe in which the image appears to turn over, revealing another image on the 'back." the axis of rotation being either vertical or horizontal. FLIP-STAND A rack for holding a se- or photographs which can be shown in sequence by either flipping them forward thus ox- posing the text under card, or drop- each card down in sequent in has been seen. Another method is to have the cards 'pulled" or remc by hand from the stack. If a cover or hood is placed over the flip-stand to control the amount of light it is some- times called a "hod." FLOAT Movable painted or wall-pa- pered flat separated from the main set. provided by the art director to match with the other walls of the set. Also called a floater. FLOOD or SCOOP Any light used to illuminate wide areas, usually a kleig light or 5 kw. FLOOD LIGHTING Focusing full bril- liance of ceiling and spotlights on scene. A lighting similar to flat light- ing where flatness of light is not sup- posed to spoil detail. FLOOR Word refering to the studio, as, the floor of the studio or stage. FLOOR MANAGER or STAGE MANAGER Director's link with talent during show. Official on the floor of the tele- vision studio who, under the eye of the director, supervises production while a program is telecast and relays direc- tions to various personnel. FLOOR PLAN Scaled print or plan of studio or stage upon which are marked the location of walls, settings, door- ways, sound effects, working areas. This floor plan is a prerequisite to all developments and is used by the pro- ducer-director to plot action, camera shots and business prior to rehearsals in the actual setting. FLUFF or BEARD Any mistake, action, word or phrase accidentally included or in any way distorted, resulting in an imperfect sound or picture. FILM LIBRARY Organized body of film possessed by a station, correlated by a reference and cross-index system. FILM LOOP A short piece of motion picture film spliced end to end to form a loop which is threaded on a projector and run continuously during a show so it can be brought into the picture se- quence as desired. Usually used to es- tablish locale or maintain montage ef- fect. Also called a cyclic film. FILM PICKUP Electronic transmission of motion pictures from 16 or 35 mm films by means of television. FILM PROCESSING (1) The negative in the camera which when developed is called the master or original. <2> A! master copy of the original is used for making other prints since the master is valuable and impossible to replace. 1 3 I Work print used with the copy negative for cutting and editing and for scoring the picture with music or sound. FILM SEQUENCE (1) That portion of a telecast made up of various motion- picture scenes. '2> In motion pictures the relation of various views of a scene which build into an incident climax. SINGLE SYSTEM Sound is piped into the camera and is recorded on the same film as the image. «See Double System.) FLUORESCENT BANKS A type of "cold" light used in the television studio for flat or fill light. FLUORESCENT LIGHT Mercury-vapor tubes coated inside with one of a num- ber of materials which fluoresce or glow when exposed to the discharge inside a mercury-vapor tube. Used in tv as flat fill or balancing light. FLUTTERING Unsteady images on filmed show usually caused by buckled film in projector of poorly developed print. FLY To pull above the set the lights, scenery or properties in order to facili- tate camera shots, shifting or storage. FLY IT Any suspended microphone or drop. FM— FREQUENCY MODULATION Oppo- site of am on radio sound; way of combining the sound with the video carrier wave. The sound part of tele- vision is carried on fm; when used properly fm has less static and can transmit a greater < wider » audio band than am. < See Band. > F NUMBER A number denoting the geometrical determination of lens speed. Determined by dividing the fo- cal length of the lens by its effective aperature. FOCAL LENGTH The distance of the focus from the surface of a lens from its optical center. The greater the fo- cal length of a lens, the greater its telescopic quality. FOCUS The point where the rays of light passing through a lens meet and form an image. In tv, focus is accom- plished electrically within the camera as well as with the lens which is in front of the camera tube. FOCUSING BOARD Board with differ- ent sizes of type on it. held a certain distance from the camera so the cam- era focus can be checked. FOGGING Density on film caused chemically or by improper exposure to air or light outside the camera. (T» be continued in next Issue) 114 SPONSOR A la carte Think of the range of choice film offers. For with film you can select clips from libraries containing millions of feet. And film clips wisely inserted, help change pace, set new scenes without expensive location shots . . . thereby help spark "live" shows, help cut costs everywhere. They are available on nearly every conceivable subject through commercial film libraries . . . and made on EASTMAN FILM* i ^fil ■ ,* % ■ i a- m. *■£ *H ¥ 4 **i •*•% ijjpiif mm *> ^^^^WW^DN^ For complete information, write to: Motion Picture Film Department Eastman Kodak Company Rochester 4, N.Y. East Coast Division 342 Madison Avenue , New York 17, N.Y. West Coast Division 6706 Santa Monica Blvd. Hollywood 38, California Midwest Division 137 North Wabash Avenue Chicago 2, Illinois Agents for the distribution and sale of Eastman Professional Motion Picture Films W. J. German, Inc. Fort Lee, N. J.; Chicago, III.; Hollywood, Calif. NOW, more than ever... QUALITY COUNTS in the East. . . . it s The superior QUALITY CONTROL consistently maintained by MOVIELAB on all film processing assignments has earned it the jealously-guarded reputation of being the "QUALITY LABORATORY" in the east. More producers, cameramen and technicians throughout the east put their trust into Movielab's "KNOW-HOW" and "personalized service" than any other. Get to know Movielab— for this is the standard by which all film processing is judged. .a SERVICE ROUND JTi Negative Developing Ultra Violet and Flash Patch Printing Quality Control 16 mm and 35 mm Release Printing Title Department 25 Cutting and Editing Rooms First Print Department for Color it's... MOVIELAB FILM LABORATORIES, INC 619 West 54th Street. New York 19. N. Y. JUdson 6-0360 TVB FORMED {Continued from pap,*' 39) I!. McCollough, of the Steinman Sta- tions who is chairman of the \ ARTB l\ 1m, aid and Richard \. Moore, of kTTV, Los Vngeles, acting chairman ol the T\ \B. Others at the meeting: Campbell Vrnoux, WTAR-TV, Nor folk, \a.: Kenneth L. Carter, \\ \ \M. Baltimore; Roger \\ . Clipp, \\ FIL-TV, Philadelphia; Merle S. Jones. CBS: |.. II. Rogers, WSAZ-TV, Huntington, \\ . \a.: \\. I). Rogers Jr.. KD1 B- 1 \ Lubbock, 'lex.: Henrj \\ . Slavick, W \I(.T. Memphis; George B. Storei Jr.. Storei Broadcasting Co. I lie committee will meet a»ain in Chicago 30 August where it will begin to function as the temporary hoard of directors of TvB. It's expected l>\ that time that the merger agreement will have been ratified b) the \ \l! 1 I; - television I oard of directors and the executive committee of the T\ \l!. High tiji in priority for the TvB hoard is selection of a top indu-tn leader as president. Salar) will fall in the $35-$SO,000 range. The fir-t year's budget will be about $400,000, based on dues from the 183 stations which have ahead) indicated the) will be- come members. Stations will pax month!) dues based on their highest pu! lished quarter-hour non-network rates. Both tv stations and network- are eligible for active membership hut basis for network dues had not been set at sponsor's presstime. Associate membership will be available to repre- sentatives and other- to be decided on b) the board. I \ 15 w ill seek to promote tele> i- sion among advertisers and agent iea through a broad variet) of selling methods. In the process it will prob- ably serve admen as a clearing house which the) can turn to for tv facts. \- blueprinted now TvB will: 1. Build a t\ presentation covering the advantages of all forms of televi- sion and distribute it to advertisers, agencies and trade associations as well ,i- it- own membership. 2. \— einble and distribute facts and figures on television's impact, includ- ing local, regional and national spot i ase histories. 3. Hold regional clinics for adver- tisers and agencies. 1. Make personal presentations aeen ies and advertisers. This will in- 116 SPONSOR • Got something to say? . . . tell it where they're waiting for you! WHAM-TV's long-established. LOCAL PROGRAM audiences, WHAM -TV's live cameras, ample studios, and seasoned staff (we started in '49!) offer participation sponsors the best facilities and best local programming in Rochester. If you want to tap a Number One Test Market with the magic of local-show loyalty, buy the station that offers you the most for your advertising dollar. For example: WHAM-TV MATINEE FEATURE MOVIES 1:30—3:00 P.M. DAILY The dominant daytime attraction in Rochester TV, with ARB ratings from 12.2 up to 21.1. Participation minutes, live or film, S60.00 less discounts. For more information, call the nearest office of HOLLINGBERY. ROCHESTER, N. Y.'s FIRST STATION 23 AUGUST 1954 117 . Iii, l<- -. parate inr-riii.itn.n- foi spot 01 network as the i ase maj be. Maintain < onta< i w iili trade as itiona i" promote le\e\ ision. 6. Seek oul and Bell advertisei - nol now using tele\ ision. 7. Make speei hes and othei staged demonstrations -I tv's effei tiveness. 8. Conduct direi i mail < ampaigns to industi i( I \ B will also give it- members a variet) oi selling aids including a reg- n!. it mailing proi iding sales ideas; re- gional workshop meetings; a television sales manual foi local selling; a card file "I i o-op .ii rangements and dealei allowances "I national advertisers; a training i ourse l"i television salesmen. Mir l\l! will work close!) with an- othei new television project emerging undei \ \I!TM sponsorship. This is the television \ mlit Circulation (TAC). Purpose "I I \< is to |\ ide a na- tional surve) dI television sets and sta- tion circulation. Like TvB the set- counting bod) will l»e independent of NARTB. Figures ii provides xx ill be M******" "" an important part oi TvB promotion though the two will probabl) function as separate organizations. I \(. hired Politz recentl) to make a preliminar) stud) ol circulation measurement tech- niques. \n actual national «et count ma) come l>\ next spi ing. \ periodv census ol television sets was high up on the list <>f data admen told SPONSOR the) would like to furnished to them b) the industr) when l\ \l> s formation h;i> an- nounced tlii- spring. Other projects which admen hoped to Bee the indus- tr) work out include: • Some means of furnishing data on dollars expended in spot television. Their is at present no industr) source ol dollar expenditure figures in spot television (or spot radio). \ private service, Y C. Rorabaugh, furnishes • •It i- clear thai the audience has M determined point of \icw <>n programs except that die} -hall !><• well done and pleasing. It reposes complete confi- dence in the Btations it favors and that confidence is based upon the realisation thai if certain programs fail to please, other programs that fill the need- of the moment mav he easilj found h> twi-tin(j a dial. The audience tru«t» broadcasters to think for it; it has dem- onstrated it- complete satisfaction with broadcasting as it i». for oxer .HO ream, and it has resisted everj effort ol those who insist that some other system would be more >ati»f actors .** < iRL BAVERLIN President mn. ><•« )"-a dollar figures on spot t\ expenditures on a special subscription basis cover- ing products of the major soap com- panies. • Special audience data which pro- vides breakdowns b) sex, age, socio- ri onomic status. • \ tool which could be used for rap- id estimates ol spot tele> ision costs. • \ movement to standardize televi- sion rate cards to make buying sim- pler. Vdmen, of course, arc anxious to get a- much help as the) can from the industr) as quit kl) as possible. Bui the actual number of projects which [VB >an embark upon at once i> lim- ited l>\ the need to put together a func- tioning organization. \t least some oi the aids admen want, howexer. should be hitting the mail boxes late this fall and winter. * * * 118 SPONSOR KOLN-TV GIVES YOU LINCOLN-LAND Nebraska's Other Big Market! The map below shows Lincoln-Land 34 counties with 182,982 families. (The city population of Lin- coln is more than 100,000 people — in the same bracket with Topeka, Kan.; Lancaster, Pa.; Columbia, S. C; or Madison, Wis.) Actually, the KOLN-TV tower is 75 miles from Omaha; Lincoln is 58 miles. With our 1000-foot tower and 316,000 watts on Channel 10, KOLN-TV reaches over 100,000 families who cannot be dupli- cated by any other station. CHANNEL 10 316,000 WATTS Site &efai Station* WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TY — LINCOLN, NEBRASKA Associated with WMBD — PEORIA, ILLINOIS • DUMONT Avery-Knodel, Inc. Exclusive National Representatives 23 AUCUST 1954 119 like shootinq fish in a barrel "How can you miss?" With coverage that reaches 429,000 families and a phenome- nal share of audience, established VHF WTAR-TV not only blankets America's 25th market, but the eastern half of Virginia (in- cluding Richmond) and all of northeastern North Carolina. Selling in America's Miracle Market gets to be more of "a snap" every- day. fytSnt' m channel 3 NORFOLK RCPRCSCNTGO BY COWARD PCTRY & CO. INC RADIO ISS.S.S. TONIC {Continued from page 35) i< users brought t<> light that "the ton- ic market was more general than one would suppose." in Tad Mower's words. Another finding of the survey was that most of the tonic users stated that they were prompted to huy the medi- cines via hearing commercials for them on the radio. Here was a clear, un- mistakable indication of the path S.S S would do well to follow. Not onlj was radio the chief motivator of tonic (>u\- ers, but it so happened that the market areas pointed out b) Nielsen as being the company's best bets could easib be reached b\ radio. So the company and agency Henry J. Kaufman took SI. 000 and invested it in an initial radio test in the state of Virginia. Results were that sales went up in \ irginia while they continued downward in the rest of the country. This was conclusive enough for the sponsor and it was radio full steam ahead. I In addition. Lamar Swift, who previousl) had been in the theatre business for a number of years, re- called that he had used radio to draw patrons to movie houses at one time. Why couldn't it sell S.S.S., too. he reasoned. I The firm then launched scheduler on about 70 selected stations in the South. It moved with especially heavy cam- paigns into markets where Hada< "I had made its splash and gone on. It gradually expanded to other station* around the country, concentrating chief!} in it:- best "potential" area-. It worked out a time buying strate<;\ like this: It bought schedules on large power stations to get over-all. blanket coverage of a market. It selected lo- cal stations of a more specialized na- ture to reach specific segments of the population known to be tonic usri- the Negro market, the rural market and special national groups in the larger cities such as Latin Americans. Commercials used are almost exclu- sively one-minute announcements, most of them transcribed. Live cop\. how- ever, i;- employed in foreign langu pitches and on a few "personalis -type participation shows. The company likes personalis -how- because the) "seem toha\ea loyal local listenership," finds thej are particularly effective when trying to reach the Negro or Latin American markets. In some cases, the 120 SPONSOR 23 AUGUST 1954 121 onalit) delivers the annount emenl live, in others he ma) tag the transci ip- i. S.S.S. i • is I"! the "blood, appe i lie .mil stoma* h, .1- ill' label on the bottle announces. \ typi< .il smin- ute < "iiiiin-ii i.il i mi- in part : "Did \ mi ever Btop and wonder w In some l"lk- feel wonderful, lull "I life while others jusl nevei seem up i" I'.n ? rhat's be< ause there are too man) people in tlii- world suffering from iron deficienc) anemia. I he) just drag around. I he) 're listless, lired all ih<- time, don't •ri<-[ the most ..hi nl life. \\ hat the) deal l\ need is S.S.S. I "Mi' ... Nun 1 1 a's l.i\ "i it'- l"i ovei 125 years. Yes, rhree-S Tonic contains fresh, natural ts plus need- ed iron thai a< tuall) builds rich red blood. S.S.S. I'uii' will also perk up \ "in appetite. II \ ou lack pep and en- erg) due to an iron deficient \ anemia, don't dela) ! Start taking S.S.S. Tonic today. . . . \- for competition, S.S.S. states that ii does have "man) small competitors in various parts "I the < ountr) ." I hese, interestingl) enough, depend almost exclusively on radio for their results, sa) - the In in. W hen I ladacol made its razzle-dazzle appearance .1 t<-u years it, i"". emplo) ed radio annount e- ments in In a\ \ saturation I" Boften up new markets. *-.x.v. says thai ii- tonic has been a standard item among wholesale future use <>l the medium. Tests are taking place in Johnstown and fiarrisburg, Pa., results will be compared with -ale- results throughout the Middle Atlantic terri- tory S.S.S. tablets share equall) in the ad plans with the tonic. * * • YOGURT 1 Continued hum page 1 1 I foreign-born population and ilm-e in areas where people were well traveled. Both groups, reasoned Zlowe. would have eaten yogurt in Europe (where it's a- common as i' e cream • . Just getting a -tore to stock yogurt in those u\er. urging that he stock Dannon in all the stores. H\ the end of Dannon- first \ear. two chains wen- -i<- k i 1 1 ^ yogurt ( rristede and Bohack. \ dent had been made in the New i" ork market. Now to move fast quick!) to build demand, to inert - MAIL -SURVEYS OR POPULARITY POLLS Uncle Tom" Chase's Trail Time is First in the Omaha Area! 33,628 Letters Poured into Trail Time (June I, 1953-June 1, 19541 This tremendous mail pull is only one indication of Trail Time's popularity. LOOK AT THE RATINGS Trail Time Pulse — May 1954 13.4 Hooper— April 1 954 13 American Research Bureau— Feb. 1954 16.1 READERS OF TV GUIDE RECENTLY VOTED TOM THE MOST POPULAR TV PERSONALITY IN THIS AREA. Other Sta. 7.2 9 Trail Time can boost YOUR sales. Contact your Blair TV man or WOW-TV sales manager, Fred Ebener. Affiliated with letter Homei I Gardens " ond Successful Farming Magazines. 122 personalities build WLS has long been noted for its station personality — and for the personalities on the station. One of those who is helping to build that reputation is . . . WOODY MERCER Woody Mercer is one of the newer members of the WLS staff. But he's quickly proved his right to a top spot in a Star Studded group of National Barn Dance entertainers. Another native Arizona ranch boy, where he learned to sing in the natural style of the west, and the composer of some one hundred songs, Woody has been an immediate hit with WLS listeners. For instance: This summer he's been featured on an hour long, Monday thru Friday afternoon program. In three of the four quarter-hour periods, he's first in listenership in the Nielsen Chicago area according to the latest NRI report. In Woody Mercer, WLS has another star in the high tra- dition of the great personalities who have built WLS listener loyalty. A fine talent, an easy, casual manner, a genuine liking for people, combined with the sincerity that characterizes all WLS personalities, have already won for him the audience confidence and loyalty that always means Results for WLS advertisers. LISTENER LOYALTY PREDICATES ADVERTISING RESULTS SEE YOUR JOHN BLAIR MAN AIRIE RMER STATION CHICAGO 7 CLEAR CHANNEL HOME OF THE NATIONAL BARN DANCE 890 KILOCYCLES • 50,000 WATTS ■ ABC NETWORK in LOS ANGELES distribution, i" gel Dannon into more supei in. ii k«t-. into more chains. People who ahead) knew about yo- gurt, people who bad eaten it in Europe were buying Dannon Yogurt. Tin- big question: Whom Bhould Dannon lr\ to m-II next? The answer: Food faddists. People who were interested in nutri- tion. People on diets. Reaching tlii- next group wasn t too hard. Dannon bought participations on The WcCann I'm,- Food Hour on WOK. Thus it was that radio got Dannon- fn-t advertising monej ap- propriated for an\ medium, outside the p-o-p advertising of the previous year. For Dannon's second year heavy p-o-p promotion was continued. And. just as it does today, the McCann radio show was tied in \\ ith p-o-p material. The Zlowe Agencj could have sought out a sophisticated audience eark metropolitan area. The demand had been generated bj the far-reaching radio announce- ments. ^ et Dannon- New York distri- in SAN FRANCISCO TOPS ALL MULTI- WEEKLY SHOWS Regardless of Day, Hour or Type of Program (5-5:30 P. M. • KRON-NBC) ARB July 54 The Greyest 41 'I found Audience Pullet on TV! TELEVISION comoiaiion OTHER OFFICES: CLEVELAND: ATLANTA: 1268 Winston Rd . S. Euclid. 0. Room 401 Georgia Savings EVtrgrttn 14531 Bank Bldg. - LAmar 2036 nCTDfllT 2310 Cass Ave. nil i |P 304 S. Harwood St lit I HUM: WOodward 1-2992 UALlAo: PRosptct 1658 DETROIT: wo3i°wW^2 DALLAS: DES MOINES: 1115 High St. Phone 3-4117 TORONTO: Sterling Films. Ltd. King Edward Hotel 124 SPONSOR They live on the Pacific Coast. .. they listen to DON LEE RADIO* Don Lee J^ Pacific Coast Radio . . . the only network designed for complete coverage of a great radio audience, 16'/2 million people with an effective buying income that tops the national average by 18%. It's the nation's greatest regional network. Don Lee Broadcasting System Hollywood 28, California Represented nationally by H-R Representatives, Inc. AN ope* dbot to the Nation's Test Market! WLBC-TV Muncie . . . sometimes called Mid- dletown, U.S.A. . . . has been the nation's recognized test market for years. Reach this rich Muncie area market via WLBC-TV. -£ 70,000 UHF sets "May 1954) <£- 65°o tuned to Channel 49 +■ $225 Base Rate -^r All 4 networks ■^ Prcven Test Market MUNCIE, INDIANA bution -till was spott) . For the com- panj to service an area reaching out from 75 to I'M) miles beyond New V>ik. while lacking complete distribu- tion in the < it\ . would have been too expensive. Therefore the beyond-New York radio coverage was largelj waste circulation since the company couldn't set \ n <■ outl) ing dealei s. Media were again evaluated. \\ h.ii the companj needed was solid \cw York distribution. Radio stations, in 1946, didn't have merchandising plans such as the) offei today. But newspapers did. Newspapers, besides being able to open doors to more re- tail outlet- through their merchandis- ing departments, had circulation which Dannon fell was more confined to New York resulting in less waste circula- tion. The media choice to Dannon seemed clear: Leave radio for awhile, get into newspapers. The newspaper ads averaged about two columns b) 50 lines. \o ad was bigger than two column- 1>\ 75 lines. For the first two or three years the ads were in an editorial format and style but later changed to displa) ads. Supplementing the six-year news- paper campaign were a great main minor media pemils. baseball sched- ules, matchbooks, sewing kits, other gimmicks. Meanwhile. Dannon had been enjoy- ing unusual success with a direct mail campaign aimed at doctors. The do< - tors were offered coupons worth from five to 1" cents toward a container of vogurt for themselves or their patients and. Dannon reports, a great man) ac- i epted the offer. The return on the mailings, in fact, averaged around 10', il', in- 2' r in direct mail is con- sidered good!. One campaign had a return of over 11%. Dannon s mail- ings to doctors consisted of jumbo- size post card-. \ pre-paid postcard in one corner could be sent in for the i oupons. Is part of it- campaign di- rected at doctors Dannon had booths al state medical association meetings. 1!\ 1952 Dannon was again read\ to make yogurt history; it had perfected another sweetened yogurt. The new flavoi was orange, made from pure orange < oncentrate. l*o announce it Dannon took it- first plunge into tele- vision, signing for 30 announcements weekl) on WOR-TV. Newspaper an- nouncements also weir utilized. Although Dannon was a rclalivcb small < ompanj to be using New ^ ork television, Zlowe was convinced its commercials had to I" as good as the biggest lv sponsor. Zlowe insisted that Dannon film the be-t commercials it was possible to prodw e. Now Irwin Zlowe recalls the coin- menial- a- being "prettj expensive for ii- but the) paid off." Pari of the expense was due to hir- ing Martin Henry, former Hollywood director, to direct the commercials. (The) were produced b\ \ ideo Pic- tures, New ^ ork. I " \nd there wa- quite a cast of char* acters," says Zlowe. "We wanted to -how that all kind- of people eat yo- gurt. vo we had to film a variet) of types businessmen, housewives, chil- dren, ii uckdrn ers ami so forth. "We cast dozens of model- and ac- tors foi each part before deciding on whom we wanted. Ibis all took time. was expensive, but gave us people who looked exactl) like the kind of people we were trying to portra) in the com- menial.-. "Expensive opticals — fade ins and OUtS, ZOOms, wipe- also added to the production fees but gave us a Holly- wood-t) pe job." Zlowes advice to small advertisers "Don't spare expenses in making com- mercials; it'll pa\ off.' \\ ith the acceptance of sweetened yogurt Dannon decided to add one more flavor — vanilla. \ anilla is by far the most popular flavor in ice cream and. Dannon reasoned, would be popu- lar yogurt, too. In January 1953 va- nilla yogurt was introduced via the WOR-TV -< hedule plus some news- paper advertisements. Trade annouix < ments were run in Crocer Graphic ia paper distributed to New ^ ork food re- tailers i . Vanilla yogurt turned out to be just .i- successful as the company had ex- pected. \nd with its introduction Dan- non bad grown to the point where 33 refrigerated trucks I plus a < ouple spares) were whisking fresh yogurt to cities several hundred miles from New York Philadelphia. Baltimore. Wash- ington and other points. Furthermore. in l').i2 the companv had opened a huge new modern plant in Long Is- land Citv. the largest yogurt plant in the I nited States. \\ ith increased ca- pacit) it was abb' to meet a i greatei demand. In carlv 1953 Zlowe re-examined Dannon advertising, decided a change of media was necessar\ . So the b — which had been divided between tele- 126 SPONSOR rhat can you do with $955? O 0 o° No doubt about it, $955 is a tidy sum of dough. Enough to buy an extra ticket to Paris, say. Or to take a month's vacation after you arrive. Or make a healthy down payment on a Chinchilla coat! 31 WOAY, $955 will buy 13 half hours! WOAY, Oak Hill, is West Virginia's second most powerful station! Its 10,000-watt signal covers 21 counties — delivers a total Nielsen audience of 102,200 radio homes — delivers an average daily Nielsen audience of 51,320 radio homes! direct for availabilities. WOAY OAK HILL, WEST VIRGINIA WEST VIRGINIA STATION COVERAGE DETAIL Radio Homes in Area NCS Area No. of Coun- ties DAYTIME 4-Week Cum. Weekly Average Day NCS Circ. %* NCS Circ. 0/ * NCS Circ. % ::: 20,370 FAYETTE 18,490 90 18,220 89 10,150 49 18,190 GREENBRIER 15,490 85 15,130 83 6,720 36 66,940 KANAWHA 10,310 15 7,180 10 4,410 06 14,570 LEWIS 3,110 21 2,280 15 1,680 11 18,260 LOGAN 2,780 15 1,960 10 1,020 05 19,440 MERCER 8,000 41 6,480 33 3,990 20 14,290 NICHOLAS 11,450 80 11,080 77 6,620 46 23,930 RALEIGH 20,220 84 19,610 81 8,540 35 12,290 ROANE 2,720 22 1,990 16 1,460 11 16,750 WYOMING 9,630 57 8,610 51 6,730 40 225,030 10 TOTAL 21 102,200 92,540 51,320 *=% of Radio Homes in Area Robert R. Thomas, Jr., Manager 10,000 Watts AM-20,000 Watts FM . . in RESULTS Advertisers experience proves "REX's" ability to produce soles . . . the most accurate measuring stick of any promo- tional effort. . . in VIEWERSHIP WREX-TV Is favored by viewers In the WREX-TV "Grade A" area by better than a 2 to 1 margin. This fact has been brought out in an extensive view- ership survey fust recently completed. This dominant leadership results in a far lower cost-per-thousand . . ' . making WREX-TV your "best buy". Serving The Rockford-Madison Area i WREX-TV ROCKFORD - ILLINOIS NETWORK AFFILIATIONS mQj»ABC REPRESENTED BY H-R TELEVISION, INC. vision and newspapers was split l>e- tween radio and television. Air media got 80' of the reappropriated budget, divided aboul 50-50 between radio and t\. The remaining 2<>'< went into point-of-purchase. Oik- ol the big reasons lor returning to a'u media: Merchandising (dan- of- fered b) the radio and t\ Stations, an innovation since Dannon's previous air advertising in the mid-'40's. Dannon did more than change its appropriation in L953. it also changed its time buying Btrategy. During L952 and the first quarter of 1953 Dannon sought as big a cross-section of audi- ence as possible on \\ 0R-T\ . It bought announcements next to chil- dren's shows, home ec program--. sports shows, dramatic programs, spe- cial events, musical programs. Starting in April 1953, however, its schedule of participation announce- ments reached a slightlv smaller cross- section of New ^ ork listeners, hut it reached prospects in that group more often. This strategy has been used ever since. At the Zlowe Co., Milton Sutton, agency copy chief, writes most of the Dannon copv . "We never use high pressure stuff."" he told sponsor. "\\ e never exaggerate claims. All we ask is that the listener trv yogurt ju-t trv it once." A typical commercial, which recent- l\ was on the Tex & Jinx television show, went like this (onl) a portion of the audio is reproduced i : Jinx: I want to talk to you about a personal enthusiasm of mine — Dannon Yogurt. It seems to me that there are two kinds of people. Those who know everything about yogurt — and those who know nothing about it. Now just what is yogurt anj \\a\ ? In a nutshell, it's a cultured mil'., lood made from pure, fresh, cow's milk plus an extra something. That extra something is the special lactic cultures found onl\ in Dannon Yogurt. M\ scientific friends tell me that these cultures do wonders for your sys- tem. Dannon Yogurt gives you all the benefits of pure milk — and it's so verj eas) to digest! Vs a matter of fact, you digest it in ju-t one hour about three to four times faster than milk. Tex: \ow aboul the taste. The plain yogurt has a tang) goodness and man) people prefer it. Bui I notice mam newcomers lo yogurt prefer the flavors: Sweet "n" smooth vanilla; re- Freshing orange . . . * * * SPONSOR ASKS < ontinued from page (>~ > they show no signs of slackening then radio will have benefited from the presently confused tv picture in Can- ada. This same argument cuuld he used for other media and. a- yet, it is too earK to predict accurately, though I believe it would he safe to assume that by the end of the year stations will have picked up the ground lost in the Spring. Another factor in this situation is CBC's policy of scheduling minority interest programs in peak time periods under the banner of Canadian culture. In areas like Montreal which cannot as yet receive American stations, this hai resulted in lower sets-in-use than would otherwise have been the case. < B( has apparently not been too successful in selling this programing to national accounts and presumabl) this has stopped the siphoning ofl of n ej from other media which might have taken place. Certain large national ac- counts in Canada are conspicuous bj their absence from the t\ scene and this has worked to radios advantage. Profiting from the experience of American operators there has prob- ably been less panic in Canadian ra- dio circles because there has been more time to assess the situation and time to take appropriate steps. Canadian sta- tions generally are becoming mon gressive and being faced with a some- what watered-down t\pe of television have been able to gain ground in the face of competition rather than losing it. Radio in Canada is anxious hut not frightened — getting hack to work is a good wav to cure the jitters and I !>e- lieve that Canadian radio has done just that. CANADIAN TV LIMITED By S. W. Calduoll S. W. Caldwell Ltd. Radio & Television Advertising, Toronto Although the in- troduction of tv into Canadian advertising it hound to have repercussions in radio, the compe- tition between the two must of lie- i e--itv form a different pattern to that which has 128 SPONSOR ARKANSAS . . . The fastest growing state in the fastest growing Region in the United States of America From 1940 to 7950 — ARKANSAS increased: ARKANSAS U.S. AVERAGE Bank deposits 281 % 1 31 % Per Capita Income 255% 150% Retail Sales 302% 207% Little Rock per family effective buying income exceeds- — Houston, Dallas, Ft. Worth, St. Louis, Kansas City, New Orleans, Shreveport, Oklahoma City and the national average! To tap this Rich Market, use KAKK Little Rock* No. 1 7 AM-12 Noon M-F No. 1 12 Noon-6 PM M-F No. 1 6-11 PM Sun.-Sat. ItHKft first 66 quarter hours out of 72* All 10 Top Evening shows KARK All 10 Top Daytime Shows: M-F KARK All 9 out of 10 Top Daytime Programs: Sat. — Sun. KARK 'according to Pulse March, 1954 Represented by /. ''/ ^-% Little Rock, Arkansas Edward Petry & Co., Inc. TOP QUALITY! MITCH GORDON Sj torts Diret tor 3 Sports Star (Football, Basketball, Baseball) at two Michigan Colleges — Hope and Western Michigan. Graduate work at University of Mich- igan and University of Omaha. Assistant Coach at famous BOY S Town, Nebraska. Managed Radio Stations in Michigan and Florida. Mitch loves his sports .... so does his audience on WWTV! CADILLAC MICHIGAN PRIMARY CBS - \_y ABC, DUMONT zePGEseHTep ev tveeo -tv.i.s/iies.c^/vo. upds KANSAS LISTENING HABITS are well- established. Pick a positive and loyal viewing audience. Select KTVH in Kansas. Sec Your KTYIi Sales Iltpr, tentative Today! CHANNIl 13 KTVH HUTCHINSON • WICHITA VMI 340 000 WAITS CBS BASIC -DU MONT -ABC REPRESENTED BY H-R TELEVISION, INC. COVERS CENTRAL KANSAS «\ olved in the I nited States. I ii -i I •«•< a u-<- radio and telei Lsiori in Canada are governed 1>\ tin- Canadian Broad* asting < lorporation • CB( I . which has complete control over licens- ing in both fields, the amount of time available for commercial use and the ana- in which privatel) owned -la- lion- can operate. The CBC has ruled that for an inde- terminate time <>nl\ one station l>e allowed to operate in each designated ana and each of the ke\ metropolitan markets he the exclusive property of CBC-owned stations. All network fa- cilities tome under CBC operation; it i- responsible for alloting a certain amount of time to programs for minor- it) groups. These Factors curtail the variet) of programs available to view- ers and the number of programs with ma-s appeal. In main ana- of Canada onl) the vast coverage of radio broadcasting ran economically reach the think spread population. Because of this geographic barrier, advertisers who are using television in the major mar- kets use radio to reach the consumer in non-tv and rural areas. Because of limited time allotment for commercial h. advertisers who would wish to be on television will not be able to obtain time for their programs, and those ad- vertisers for whom tv costs are pro- hibitive will still carry on their radio campaigning. Television expansion is being care- f nil \ controlled in Canada — an aspect of consen ati-m that is also encoun- tered in the individual and makes t\ acceptance in the home slower than in the United Stale-. RADIO MUST RESELL ITSELF By Fred E. Smith Spitzer & Mills Ltd.. Toronto The answer to the question is basicall) \es. al- though certain!) to a much Lease] extent. I believe that, in Canada, television will not be able to offer as much compe- tition to radio, either program-wi-e oi in the number of stations that can be built. Due to the vers nature of our geography, with the densel) populated ana- fairh well spread OUt, there will not be loo much overlap of t\ cover* age and. in the majorit) of market-, lack of population will not make it feasible, profitably, to have more than oik- t\ Btation. \l-o. in the I nited States, radio -ta- tions with an abundance of network programs seemed to feel the effects of t\ the most. This will not he true in Canada, a- virtually no Canadian ra- dio station is now dependent upon the CBC networks. I heir schedules are therefore loose enough to allow all the programing revisions the\ desire. In the larger markets where two. three ,i more tv stations can he handled, radio will feel the effects much more -eri- ousl\ . \- them in everyday life and just how it proposes to entertain them. U- i.-.kI\ mm ne stations have n led singing jingles and are consistent!) telling ii- "radio is everywhere," "take \<>ur portable on your next picnic," "gel the news < >n your car radio. Others are current!) considering block programing of news and music in the evenings. One Btation at least is going to program horizontally ; i.e., comedies ai 8:00 p.m., dramas at 8:30 p.m., <|ui/ programs at 9:00 p.m., music at 10:00 p.m. and so on, ever) night of the week. To Mini up, t\ is and will be more so a challenge to the radio industry in Canada. It won't break an) radio sta- tions but they will have to loosen their wallets a bit, do some promotion and keep a weather eye on their program- ing in order to maintain an audience large enough to still be a profitable \enture for advertisers. In many cases, the radio station will have to show a profit — something has to pay for the tv station. TIME BUYING [Continued from page 38) availabilities — both current and poten- tial— as well as cost estimates for the areas the client will want to cover. Uong with these availabilities and esti- mates the bu\er usually also includes a memo with his conclusions and recom- mendations. To give vou an idea of the work the timebuyer contributes at this staize of strateg\ planning, here is one such timebuyer memo actually taken out of a recent FC&B marketing plan. "Television recommendations uBefore recommending a spot ra- dio campaign of participation shows in big i ities of X Product's 90' - market, the agency examined television possi- bilities. These possibilities were con- sidered : i \ i Network telt-\ ision iBi Spol television (women's par- ticipation shows) in lieu of the radio participation program. ( ■ Spot t»'lc\ ision ' participation shows i supplemented by radio participation shows. 1 1) i Spot telei ision test. "Network television is not feasible for the reason that it cannot all be con- tained within \ Product's 90' market. " Utei natives I B I and (C) abovi delivei too small an audience per dol- lar invested in comparison with spot radio coverage. '" \ i omparison of -pot te\e\ ision and spot radio average costs has been pre- pared for Id metropolitan \ this con- i lu-ion: "Average cost per television -pot in these Id market- comes to $88. I nder the radio participation program ommended foi \ Product, client is pay- ing $35 for the average radio -pot in these same 10 < ities. "The agency has concluded that X Product television in anything hut a test campaign would he prematun this time. " \ te^t market recommendation - being prepared to determine i \ i \\ hether X Product benefits can be registered and sold on a tele\ ision screen, and if so TV and RADI PROGRAMS SPOTS WILL 1-2 sales punch n WESTERN MONTANA GILL-PERNA r*p» MISSOULA, MONTANA SPONSOR YOl Mli.lll GET A MH-LB. BEAB* - ii r I CRAND RAPIDS KALAMAZOO HOOPERS January, 1954 Share-Of -Tele vision -Audience MON.-FRI. 7 a.m.- 12 noon MON.-FRI. 12 noon- 5 p.m. SUN. -SAT. 6 p.m.- 12 midnight WKZO-TV 80%f 85% 62% B 31 %f 15% 38% ^Adjusted to compensate for the fact that neither station ivas on the air all hours. NOTE: Sampling was distributed approximately 75% in Grand Rapids area, 25% in Kalamazoo area. j WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KAIAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA, ILLINOIS YOU NEED WKZO-TV TO BAG AUDIENCES IN WESTERN MICHIGAN! WKZO-TV dominates the Western Michigan television mar- ket, morning, afternoon and night. January, 1954 Hoopers show that WKZO-TV gets: 158.1% more MORNING viewers than Station B— 466.6% more AFTERNOON viewers— 63.2% more EVENING viewers! WKZO-TV is the Official Basic CBS Television Outlet for Kalamazoo-Grand Rapids. Its brilliant Channel 3 picture serves more than 406,922 television homes in the 29 most populated Western Michigan and Northern Indiana counties — a far larger television market than many major cities can claim ! (100,000 WATTS— CHANNEL 3) mzo-Tv OFFICIAL BASIC CBS FOR WESTERN MICHIGAN Avery- Knodel, Inc., Exclusive National Representatives ' trthur } ouns killed a 916-lb. srizzlx bear in Yellowstone National Park, 23 AUGUST 1954 133 I LAND OF MILK ANDl*ONEY INTERCONNECTED CBS, ABC, DUMONT, 55 COUNTIES Haydn R. Evans, G. Mgr. WEED-TV TOP QUALITY! GUY VANDER JAGT Sews, > /id /(// Events Director 1953 National Oratorical Champion. 3 consecutive State Debate Champion- ships. Perrins Scholar, Yale University Di- vinity School. Holland (Michigan's) Community Am- bassador to Bonn, Germany in 1952. 2 years in commercial radio. Guy is an instant audience winner too . . . on WWTV! CADILLAC X — S. MICHIGAN) PRIMARY CBS -\»y ABC, DUMONT R£P#£S£H7t. 0 .-v #■£££> -»i I >>lirS.CXND. KPDS (B) I he I requen< \ oi impressions m In' h are required to make the -;ilc. 1 • j I In- dollai efficiency of spot tclc\ ision < overage in compari- son \\ iili the dollar efficiency ol spol radio i :o\ erage." Gerhold then weighs both the avail- abilities and the buyers' recommenda- tions and bases his own over-all media recommendations upon them. It is at this stage that a concrete media strat- eg) emerges and becomes incorporated into ihe marketing plan. The marketing plan i- then given to plan- board l>\ the account group. Here too. as in the various previous stages, everyone has something to -a\ about media. The plans hoard makes ii- own media suggestions in terms of genera] media strategy. "Aftei some sort of preliminary agreement has been reached." Gerhold continues, "we start to break down the budget. I his is -till a strategic deci- sion, involving top management, though it is based on information pro- vided by the buyers. Its the matter of reaching the right people with the right frequency and continuity." These decisions generally evolve out of another series of discussions be- tween Gerhold, Pardoll and Hofmann. This is not to say that the buyers are kept remote from these problems, as might be expected because of the de- partmentalization. In practice the lines dividing responsibilities are not as rigid as the\ seem on paper. The buy- ers continuously express their views on these problems either through Pardoll or through Hofmann. Comments Pete Bardach, one of the timebuyers: "That's one satisfying part of operating our wa\ : Recommenda- tions and thoughts are welcomed re- gardless of their source. And by the time budget decisions are being made our brains have been prett) well picked for various t\pes of specific data that will help towards reaching conclu- sions." Gerhold. however, is frank to add the other side of this coin: "Our buy- ers do participate in decisions and dis- i uss them. But the people in the me- dia department don t la\ down basic media strategy. Those decisions are made l>\ the plans hoard as a whole l!\ the time the timebuyers and spacebuyers finall) get together with Gerhold the budget and media break- down i- generally confirmed, and all broad strategic decisions have been made. "Now alter client approval, that is we must decide how to put our paper plan into action," add- Gerhold. "In fact, the plan we outline on paper rare- I) actuall) turn- into a radio in t\ campaign. Often the strateg) ma) -till be questioned in term- of availability, particularly where air media are con- cerned." Here- where the Linn- get back into the act again. Some three weeks 01 more ma\ have elapsed since the time when the) compiled availability li-t- and cost estimates that Gerhold used to recommend over-all strategy. I mil now. however, they've not had the right to make schedules and place older-. So the) must recheck avail- abilities, and man) of these ma\ have lapsed because of the dela\ in time. If a big change in plan- i- aece&sarj because of the number of availabili- ties that have fallen through, the media department has to make -uhstitute rec- ommendation-. These go hack to the account group and possibl) even to the plans hoard. When a programing hu\ i- being considered by the media people, an- other group gets into the act: Roger COMPLETE BROADCASTING INSTITUTION IN r\icntnona WMBG WCOD WTVR -AM -FM -TV First Stations of Virginia WTVR Blair TV Inc. WMBG Th9 B°||in9 Co- 134 SPONSOR Pryor's programing department. Pry- or, as v. p. in charge of radio and tv production, comments on participation buys as well, in that he analyzes, for example, the type of women's show the product would be best suited for. In fact, the major conclusion that can be reached about the media de- partment in FC&B's way of doing things is that there's a lot of overlap between other departments and media — particularly the radio-tv production department. "We're always looking for a sensible total effort,"' Gerhold remarks. '"It's a mistake to overdepartmentalize when it comes to policy decisions." What's the responsibility of the di- rector of broadcast media within this framework? Pardoll stresses the importance of fostering high-level contacts particu- larly where network negotiations are concerned. Dark, of medium-height, he talks energetically about freeing himself of "supervisory duties over the buyers whenever possible.'' to devote most of his time to such activity as finding a good network buy or creat- ing a network availability where none existed previously. BIGgest TOWER 'OPitiost POWERll in the Heart of America 1 KMBC-TV, the BIG TOP station, dominates the Kansas City market as no other station can! Using full 316,000-watt power and 1,079-foot tower, Channel 9 covers thousands of additional TV homes. For cov- erage details and choice avail- abilities, see your Free & Peters Colonel. Note : full-power, tall-tower operation from Sept., 195i. FREE national adverl isera havi succi 98 fully invaded tin- profitable markel ,_•!, ki i ii; 'a superb facilities and ce. . . . Some of them are: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R. A. Cortez, Pres. ... SAN ANTONIO, TEXAS Texas' First Spanish Station ■ nted h,i Richard O'Conncll, Vat'l. I D 40 East 49th St., New York J 7, N. Y. PLaza 5-9140 LOS ANGELES — SAN FRANCISCO 136 TV PROGRAMING l ( ontinued from page three entire evenings each week. Mso NIK I \ i- pushing the "magazine" concept "I participation programing to the ultimate in its Today-Home-To- night hi". Ii is publicizing it- color programing to tin* liilt. There will he -Mine 12' I more film shows. 1. UK II . Earlier this summer, \B< l\ talked ol a "Five Year Plan" to rea< Ii par itv w ith the two largest (v webs. Now. with its fall nighttime lineup virtuall) Bet and with few open- ings left, \\>(. l\ is talking of reach- ing its goal in lour. In man) ways the nighttime lineup and program philoso- phy i- similai to CBS TV ; there's lit- tle pressure Foi color, and no attempt to out-do NBC l\ in the super-colos- sal, once-a-month shows. Except for Until, lust (Jul), a radio veteran, ABC l\ - davtime lineup i- unexplored ter- ritory, 1ml the network's plan?- for it run along the lines of programing "in i ounter-point" to that done at am day- time hour h\ the NBC and CBS video webs. The live-film ratio i- about the same. 4. I)u Mont. Not involved in the struggle for top program supremacy, Dii Mont will make a strong hid for t\ ad dollars this fall. The kev pitch: flexibility. DTN has no "must buy" list, will tackle any assignment from coming up with a long lineup for a regular show (as in Admiral's Bishop Sheen show i to aiding a film advertiser to dear what is essential!) a spot tv lineup las in the case of Heinz and Studio 57). Du Mont is confident that time is working in its favor. Op«'ii time: \> it was last fall the big squeeze play is on prime evening hours. 'I his fall. too. the squeeze is extending to quite an extent into daytime hours. \- si'oxsoi' went to press, the situa- tion on time slots looked like this: 1. CBS TV. All evening time, from 7:15 p.m. until I 1 :00 p.m.. is com- mitted. Uthough, as a CBS TV sales executive pointed out, "there is always the chance of a cancellation in mid- season," the chances are almost zero thai the spot will go begging for long or that the program will be shifted. Daytime at CBS T\ also has "S.R.O." on it- program lineup. Ml the network periods between 7:00 a.m. and 5:00 p.m. are filled with a lineup of person- ality shows (six hour- daily), soap opera- (two hour- 1 and participation shows (two hours). No vacancies are expected in the -erial- and Borne of the personalit) shows, hut openings occui regularl) in participating vehicles like Horning Shou and Garry Moore. 2. \l;< II . Like CBS TV, NBCT\ had no evening time slol availabilities at presstime. [*wo -pot-, however, were open mi Sunda) (3:00 p.m. to 1:00 p.m., and 5:30 to 6:00 p.m.). Un- committed daytime slots were rapidh dwindling; as ol this fall. NBC l\ will air a total of 21- hour- dailj of soap operas (a big feature ol NIK. TV's daytime structure), with an outside • hance that the figure will grow higher. Biggest proponent of the "magaz show, NBC T\ figures it will have a numbei ol participation openings dur- i 1 1 — 'he season in it- /-//-'/ trio: hut ii- operating on a -ell-out basis vvith its multi-sponsor coloi spectaculars. 3. IBC Tl . The gaps in \BC'I\ - nighttime lineup are closing fast; at presstime, \\>( T\ reported a total of O'o hour- as vet unsold between 7:30 p.m .and 10:30 p.m., Monday-through- Sunday. A number of these slot-, how- ever, are those that are in against such powerhouse competitor- as Lucy, Drag- net and Toast of the Town. But this -ituation may change: ABC T\ plan- to fill such open -pot- with programing beamed at the segment of the audi' not watching these hi^ shows, maj win sizable program audiences hv boosting sets-in-use level- in prime evening hours. Daytime is largely open be- tween about 10:00 a.m. and 6:00 p.m. 4. Du Mont. With clearance- n certain as the number of two-station and three-station markets dwindle steadily. Du Mont has some fairly am- bitious plans to put programs into the several nighttime spots currenth open. These shows include: They Stand I cused. a Chicago-originated show due to be sponsored by Consolidated I metics: Studio 57, a "playhouse" film show sponsored h\ Heinz on key I) I N stations: One Minute Please, a BBC import; Gamble on Love. Fredric March Theatre. Love Story and Uv Son Jeep. Price philosophy : to offer -how-, in conjunction with packagers, wherehv there i- little show profit at LOUISE FLETCHER SELLS THE NEGRO HOUSEWIFE VIA WSOK NASHVILLE, TENN. SPONSOR first but a cost hike on a predetermined schedule if tlie program clicks. Alto- gether, Dl \ lias some 10 evening hall hours (with or without programs) for sale with live clearances averaging around 33 stations which cover 50',' of tv homes. Daytime is still wide open. except for the participating Paul Dixon show from 3:00 p.m. "to 4:00 p.m. Programing: As one network \.p. told SPONSOR: "This is the season when the 'quick- ies' are disappearing. Networks and the big independent producers are in the saddle. Low ratings are getting the axe. The statement is particularly inter- esting, since it explains a lot of maneu- vering where no pattern is at first visi- ble, particularly in the case of show casualties and the replacements. Of the shows current last fall, a num- ber will be missing in the lineups this season : 1. CBS TV. Man Behind the Badge, Web, Suspense, Place the Face and Inna are due for an exit. In place will go, in order, Celeste Holme, Father Knows Best, Danger (with Life With Father into the old Danger spot), Same old story in Rochester . . . WHEC WAY OUT AHEAD! • Consistent audience rating • leader since 1943. iWHEC ROCHESTER, N.Y./// . 5,000 WATTS \ Representatives ... EVERETT-MtKINNEY, Inc., New York, Chi IEE F OCONNELL CO., lot Angelei, Son Fran \ tune the Tune and Lineup. Red Hut- Ions and Big Town have moved to NBC TV, being replaced b\ September Bride and the Chrysler Shower of Stars spectaculars. Pattern so far: low-price imstery shows are being replaced with name-star vehicles and situation corn- ed) . 2. NBC TV. Martin Kane., Dennis Day, Garroway (Friday night), Camp- hell's Sound Stage, Amateur Hour, W inchell-Mahoney go off. In place will go. in order, a portion of Lux lideo Theatre, a portion of the Monday night spectaculars and part of the Sid Caesar show, Big Story. Dear Phoebe and more spectaculars. Voice of Firestone has moved to ABC TV, and the old Show of Shows has been split up. Pat- tern so far: NBC TV is pushing simul- taneously for more spectaculars and more high-rated drama or comedy- drama. 3. ABC TV. ABC TV's casualtx list is smaller, by comparison. Not pres- ent this fall: Leave it to the Girls, Quick as a Flash, Name's the Same. Replacements: Dottie Mack Show, Postal Inspector, Stop The Music. Pat- tern so far: ABC TV's nighttime line- up is being upgraded in program qual- ity. Sky King's sponsor on ABC TV, Derby Foods, is dropping this show to move into the higher-priced Disney- land package elsewhere on ABC TV. 4. Du Mont: Only one casualty is in DTN's lineup; Dollar A Second will be in ABC TV's lineup this fall. A number of new shows, as mentioned earlier, will be going into the Du Mont lineup, with the exact replacement for Dollar not set at presstime. Show control: As mentioned earlier, an average of 40% of the nighttime fall shows on NBC TV and CBS TV are essentially packages created by in- dependent producers. The figure rises to a little more than 50% on ABC TV and Du Mont. The hassles that took place earlier this season, particularly the Firestone and U.S. Tobacco crises at NBC TV when that network was lining up night- time periods for its spectaculars and big fall shows, have eased off consid- erably. (See "What are your rights to a tv time slot?" 5 April 1954.) For one thing, network insiders re- port that Taffaire Firestone was a real jolt to both NBC TV and CBS TV, particularly since the other two video webs promptly hopped into the breach with sales pitches in which time slots in the morning! in the afternoon! in the evening! IX Winston-Salem MUITII CAROLINA ... the hub of a rich, fast- growing 15 county market in the industrial heart of the . . . State in the South Whatever your product or serv- ice— you will sell more of it faster to more people when you use the STATION NBC AFFILIATE 600 KC-5 KW AM- FM Represented by HEADLEY-REED CO. 23 AUGUST 1954 137 1, Robert H. Otto (President) Hubert Otto & Co.. Inc. LIKE MOST "Newsworthy ADVERTISING EXECUTIVES MR. OTTO'S LATEST BUSINESS PORTRAIT IS BY... fel daytime serials, incidentally "in- network ex- * < utive piii- the figure at <>\<-r 90' r will lit- agency-produced packages, nut network creations. Packagers are coming from all di- rections, often with client contracts inked and read) to roll. The) in< [ude moviemakers like Walt Di?-ne\ {Dis- neyland— ABC-TV l and Screen Gems (Father Knows Best and Ford Theatre on CBS TV and NBC T\ I, syndicators like Television Programs of America t Halls of Ivy and Lassie on CBS TV l. veteran independents like Goodson- Todman and Bernard J. Pnx kter. the giant "flesh peddlers" like William Morris and MCA. ad agemies idav- time serials. Kraft Theatre, and oth- ers) and even sponsors I American To- bacco's Hit Parade on NBC TV, co- sponsorship of which was recently. sold by AT to W arner-Hudnut i . Sponsors still have no legal right to their tv network time periods. But net- works, this fall, will he much less like- l\ to oust them or to give the heave-to to outside packages. Participation shows: Designed to he tv's answer for the low or medium- budget advertiser, or for the big adver- tiser who wants multiple exposure, the "magazine" concept of programing is now firmly established at NBC TV, and to a lesser extent at the other network-. At NBC T\ . the trio of participating programs — Today. Home. Tonight — now amount to about one third of all the network program hours I thev total 221:_> hours weekly, as now planned I and about 20' < of the total network revenue. Ad budgets spent in the l-ll-T trio range all the way from Lever Brothers, with $1,500,000 on the hooks, to one-shotters like Appian W aj Pizza Pie with a minimum of some $4,400. The three programs now operate semi-autonomoushj under Dick Pink- ham at NBC T\ as a full-fledged de- partment of the network. One of the first things to happen under the Pink- liam regime was the creation of a com- bination discount I nder it.- provi- sions, .in advertiser buying 39 partici- pations '-mli a- 13 in each of the TUT Bhows, will ^et a 10', discount I hi- goes all the way up to a 2d' ', dis- counl l"i advertisers using I'M or more participations. Ba-ed on current and anticipated ratings, Joe Cullingan, -ale- topper for the '/•//-'/ -how-, told SPONSOR that "advertisers who spend $28,400 for two participations per week in each of the three -how- are likelv to get some 22 million viewer impressions per wi ek. One of the attractive feature- of the /-//-'/ combine, incidentally, is the heavy merchandising job which NBC l\. under Fred Dodge's direction, i- putting behind it. CBS T\ will compete with Today \ia the Morning Show, recently re- \amped to feature Jack Paar and an entertainment theme. But CBS I \ although its daytime "personality*' show- like Garry Moore. Arthur God- frey, and Robert Q. Letiis are sold in quarter-hour chunks — has no immedi- ate plan- to create further participation programs. KWKW ES LA PREFERENCE De Los Latinos-Americanos En Los Candados De Los Angeles y Orange — which means — KWKW is the choice of Latin-Americans in Los Angeles and Orange Counties A survey of completed calls made in Spanish to Latin-American names chosen at random from Los Angeles and Orange County telephone directories showed the following: 1ST CHOICE IN STATION PREFERENCE KWKW 6612% 2ND STATION 7 1 1% 3RD STATION 7 °o 4TH STATION 3 2 3°0 5TH STATION 3 2 3°o MEXICAN STATIONS 3 % KWKW Pasadena - Los Angeles New York Representative RICHARD O'CONNELL, Inc. 138 SPONSOR Du Mont is active in participation programing with its afternoon 1 3:00- 4:00 p.m. I Paul Dixon show. Earlier this month. Du Mont opened up the second half-hour of the show to one- minute participations, with the first portion of the show open in 10-minute segments. Gerry Martin. Du Mont's director of network sales, estimates that the minute slots ( part of which are for local station use) will probahly be sold out by 1 October. Du Mont's show, which originates from WCPO-TV. Cincinnati, is un- doubtedly the lowest-priced buy in net- work tv. After the first of next month, one-minute participations in Paul Dix- on will be available on a 20-station net- work ( which covers some 42% of the nation's tv homes ) for a net price of $1,419.38. If the new Dixon format clicks with tv advertisers, Du Mont expects to build more shows to do a similar job. At presstime, ABC TV — which is concentrating most of its network-level attention on nighttime programing this year — had no participation programs (apart from the segmented Breakfast Club I on the network. Plans for vehi- cles of this sort, however, ABC TV offi- WHLI the LONG ISLAND story DOMINATES Long Island's Big, Rich NASSAU COUNTY ••• RETAIL SALES $1,003,784,000 (Sales Mgt.) ••• WHLI has a larger daytime au- dience in the Major Long Island Market than any other station. (Conlan Survey) WHLI \ LONG cials told sponsor, are in the works. Shared sponsorship: The amount of co-sponsored programs on a "major- minor'' basis I such as Big Story for Pall Mall and Simonize on NBC TV, in which the show is the same but the sponsors alternate I and alternate-week shows ( as in Elgin Theatre and U. S. Steel Hour which alternate in the same slot on ABC TV I is on the increase on networks this fall. A quick estimate by the networks places the increase at some 20%. Also on the upbeat, as outlined above, are the participation and segmented shows. "The old rule whereby every spon- sor had his own show is dead." one network official opined. Late-night networking: According ot A. C. Nielsen's peak-of-season fig- ures for March of this year, some 16,- 194.000 families used their tv sets be- tween 10:00 p.m. and 11:00 p.m. — better than 90% of the amount using tv between 8:00 p.m. and 9:00 p.m. This has had an obvious effect in fall network planning. On three of the four networks, programs fall into the 10:30-11:00 p.m. E.S.T. slot. What makes the whole situation of great interest to advertisers is that this is one time segment in which, strictly speaking, the network advertisers and spot advertisers compete tooth and nail. Technically "station option time" for all of the networks, 10:30-11:00 p.m. is bargained for just as often by big multi-market film advertisers, such as Ronzoni and Encore cigarettes with / Led 3 Lives and Ballantine with For- eign Intrigue. With the other night- time availabilities scarce, many a syn- dicated film show now rides in this slot — an important source of revenue to stations and a key tv exposure for spot clients. This is the network-by-network line- up: 1. CBS TV. A full house in this slot. Across the board, starting at Mon- day, the Columbia web is airing Studio One (last half), See It Now, Pabst Bouts, Name That Tune, Person to Per- son, Two In Love and What's My Line. 2. NBC TV. The 10.30-11:00 p.m. slot was open only on Mondays at presstime. Across the board, skipping Monday and starting with Tuesday, the lineup reads: It's a Great Life, Big Town, Lux Theatre i last half ) , Gillette Fights, Hit Parade, The Hunter. 3. ABC TV. One network show cur- 23 AUGUST 1954 "The time has come the Lobster said: 1 1 "To speak of spots and rhymes- Of station breaks and jingles, And coverage and times I i ourse, the LOBSTER \1 I'WORK 7V - the PRIMARY M \Kkl rS in M MM THESE MARKETS:— 1) ARE CONCENTRATED IN HIGH POPU- LATION CENTERS; 2) GIVE YOUR AUDIENCE STABILITY THE YEAR 'ROUND; 3) PROVIDE A MOST ATTRACTIVE 'PACK- AGE FRICE '! AND THESE ARE THE PRIME STATIONS THAT GIVE YOU REAL COVERAGE IN THESE MARKETS: — LAND WCOU, LEWISTON WFAU, AUGUSTA f*T WATERVILLE ROCKLAND RUMFORD • f u n e , 1 ' ' - I . II'! I I III LOBSTER NETWORK LOUIS | BORCATTI. Inc ■H9 Poylston St Boston 16 Mass. Commonwealth 6-0718 /,'. pr< s< ni' lf putting more network programing into the 10:30 p.m. — ( » < » t until all the holes in the eai lier night- time houi - are filled." 1. Du Mont. No network shows in the 10:30-11:00 p.m. period. Not man) NBC T\ and CHS TV af- filiate are in a position t<> tell those networks l<» go ll\ a kite if the network wants to clear the 10:30 p.m. half hour: the network affiliation i- too \ aluable. \HC I \ and Du Monl affiliates, in a much strongei position, are more apl to put up -till resistance to network clearances in these horn-. Result: \- can be judged from the lineup above, NBC and <:!!>> video webs have managed to clear all hut one time slot at this late hour. VBC and Du Mont apparent!) intend to Sta) out ol the fuss, since a number of syndi- cated film shows have -hilled already !o llu> affiliates and/or ow ned-and-oper- ated stations of these webs. In the realm of midnight-hour net- work programing, something which few admen expected to see onlv three or four years ago, NBC T\ i- taking a solo lead. On 27 September, according to pres- ent plans, NBC TV will unveil Tonight, starring Steye Allen, the third of its big participating network shows. The program will be aired from 1 I :30 p.m. to 1:00 a.m. in what is obvioush '"sta- tion time, replacing "midnight movie" -hows on the initial lineup of some 30- odd stations. By all reports, clearing the time has not been easy. Today, in morning time. was strictl) an experiment at first, and "humped ' nothing locally. Hut To- nighl means a clearing-out of late movie -how-, weather, newscasts, de- layed network -how-, syndicated film shows and the like. To get stations, beyond the network O&O outlet-, to go for the deal. NBC T\ has had to ofTer the station-: i 1 ' two one-minute local announcements, to be sold on a spot basis, in each half- hour ol the program; and >'2* breaks .'.I the half-hour marks which can be used for a chainbreak and a local com- ial I.I). announcement. I his, NBl l\ feels, will make up for the nio\ ie revenue losses. None of the other networks is plan- ning a similar late-night network -how. • * • ROUND-UP (Continued from page 71 i I he roostei used 1»\ \VJ \H-'I \ . Providence, in it- station I.I).'- has a namesake. Recently a bantam roostei had lied in Bristol, H. I., was named ( hannel I en because of his close re- -.■ml. Ian. e to the \\ .1 \K-T\ bird. « • * The KITE, San Antonio, gadget-of- the-month for August i- a memo pad which attaches to a desk telephone. \t the bottom of each page on the pad i>- the reminder, "Don t forget radio MIT! The inoiithK gadget mailing goes to timebuyers, sponsors, agei ♦ * » To promote increased use of portable radios during the summer, \\ \\ \ \. \\ heeling, has been conducting a 'T would like to own a portable radio be- cause . . . contest. Each week the writer <>f the best letter receives a por- table. \nd the radio dealer who builds the best -tore display of portables will gel an all-expense paid t r i j j for two to New ^ ork. I heme of the listener ami dealer contests i- the same: "It - >uin- mertime and the listening i- I. X^1) Pack a portable." + * * NBC 590 5000 Viwis fence Buildmg JOHN BLAIR & CO., Representatives 140 SPONSOR George Comte, station manager of WTMJ-TV. Milwaukee, has come up with statistical proof that post-mid- night television sponsorship — at least in Milwaukee — can pay off. Comte found that 15$ of the labor force in greater Milwaukee <)() came. The crowd was lined up for two blocks. The advertising, which was placed on CKLC only, cost the firm $99.75. Hockey crowd pulled by radio CKTB, St. Catherines, Ont.: When the local Teepee Hockey Club played in Maple Leaf Gardens in Toronto for the Memorial Cup Championship, it wa- not possible for CKTB to broadcast the game, which took place on a Sunday afternoon. The station received hun- dred- of requests for the score all af- ternoon. The St. Catherines team won and CKTB mentioned thi- in two an- nouncements, along with the informa- tion that the team would be at the local arena at 7:00 p.m. that night. Uso mentioned was the route b\ which the] could come from Toronto. As a result the highwa) was lined with fans and traffic was tied up for more than an hour. The arena holds 4.200. includ- ing standing room, but when the team arrived there were 8.000 jammed in- side and overflowing on the rink. • * * HOOPER Tells the KC Story! Look at these figures une '54 HOOPER :00 AM-12 N The picture has changed! Net A — 25.1 |nd A — 16.0 I Negro l KUDL — 13.4 Net B — 10.1 Net C — 9.0 Ind B — 88 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER DENVER, TOO!! SOON 142 SPONSOR Ii^lyX The tremendous post-war growth of industrial Canada, so well measured by economists, sociologists and historians, is matched by the music coming from the minds and hearts of the people of Canada. Yes, There Is Canadian Music! . . . and it is the music that Canadians want to hear on Canadian radio and television programs. By encouraging and stimulating the efforts of Canadian composers of both popular and concert music, BMI CANADA LIMITED and BROADCAST MUSIC, INC. are making it possible for Canadian music to be published, recorded and performed, not only in Canada but throughout the world. Written and composed by Canadians, published in Canada by Canadian publishers, this music is becoming the first choice of those advertisers and program producers who want their programs to find the widest possible favor with Canadians. For further information on the subject of Canadian Music call or write II M I C \ \ \ l> A L I >l I I K II 229 Yonge Street Toronto, Ont. 23 AUGUST 1954 1500 St. Catherine Street. W. Montreal, Que. 143 Tv set count I he irl«'\ ision industi 5 is m -linl\ the method il ha- dm eloped foi measuring television sets and cir- < ulation. I {«•- u 1 1 - id the exploratory Politz >tud\ will be in the hand- ol lli, \ ARTB b) late fall. Then the -i hedule calls for a pilol stud) in one market, perhaps in January. A nation- al study, perhaps 1>\ spring, would be the final step. \ ARTB plan- to turn the set-count- in- job over tn an independent entit\ to be known as the Television Audit I ii< ulation. The objective is to see i AC attain the stature in teles ision which Audit Bureau of Circulations rained in print. Advertisers and agencies will wel- come TAC Industry-recognized set count figures and some form of indi- \ idual station circulation measurement are high on am adman's list of essen- tial buying tools. Agencies todaj go to time-consuming and often frustrating lengths to 1 1 \ to guess al the facts. I lie hope anion- agencies and < lients i- thai I \< will move into existence quickly. V medium which in 1954 maj iiii ovei 8800 millions in total billings has rea< bed the point where it must fur- nish basic data. The problems in form- ing a I \< mi a solid foundation, of ourse, are man) . Bui I AC should not be allowed to linger behind the fast pa< e ol telex ision's growth. Radio-tv and the hearings Ever) advertiser who make- use ol iadio and television has a stake in the current decision on whether radio and television can continue to cover Con- gressional hearings. If Congress cuts radio and t\ ofF from its own most newsworth) activities, the air media lose more than prestige. The) -ulFer a loss in audience potential, in excite- ment value, in their importance to the listener or \ iewer. I hose are practical reasons adver- tisers have for concern over the mat- ter. But more fundamental issues for everyone are involved. Far from wel- < oming an opportunity to actually -how the workings of government be- fore the public. Congress seems to be shying away. Advertising executives, no less than other citizens, should pro- tect this evasion of fundamental demo- cratic principle. * * * Newspapers Utopia The cartoon at the right of this col- umn is labeled I topia. It appeared in newspapers serviced b) the McNaught Syndicate and it probabl) doe- repre- sent I lopia ol a sort for newspaper publishers. It's one more of the jibes al radio and television which work their v\a\ into newspapers regularly. New-paper- seem to have a perma- nent polic) that an) weak joke at the expense of radio and television is auto. maticall) uproarious. I he unfortunate thing about this tendenc) i- that it en- courage^ a i lo-ed mind toward radio- i\ anion- the small -roup who contend the) neyei turn on a >et. This group, aside from including the intelle< tualK A.11 In A Lifetime Utopia - precious, sometimes will number man- agement people. Occasionally an ail campaign is actually bucked b) an in- dividual in a company whose attitude is shaped by his personal radio-ts prejudice-. But the -reat body of the pubb right on listening and viewing. Applause TvB is born I ver) one in ad\ ertising w ill join SPONSOR in congratulating the tele- vision industr) on creation of the Tele- vision Bureau ol Advertising. TvB represents a milestone in the indus- try's matin it\ . Pari i< ulai K h ith a medium as fasl moving as television, I \ I! can be im- portanl to advertising people as a sour< e ol fa< i- and bu) ing tools. W e suggest you work • losel) w ith \\ I! once it gets rolling some time in ( October. Two -roups are responsible for the present TvB: broadcasters who this spring formed the Television Advertis- ing Bureau [T\ AB) : and the N ARTB whose staff and committee members had planned a teles ision -ale- promo- tion bureau. Both -roup- worked hard in pro- ducing theii separate plans; then worked equall) hard for a merger once it was decided this was the wisest approach. SPONSOR i- sure advertising people are anxious to see TvB move qui' kl\ into it- role as promotion arm and factual clearing house of t\. \- far back as November 1953 when -i-ov sou- article "Should there be a t* BAB?" appeared, admen were enthusi- ast] aboul the idea. In sponsor's -ur- veys ol admen since the) ve continued to demonstrate interest 144 SPONSOR NOW cA&tood II If A 100,000 WATTS OVER 600,000 SETS IN THIS AREA ANTENNA HEIGHT 563 FEET ST. LOUIS Represented Nationally by THE KATZ AGENCY, INC. television station representatives T E LE VISION NEW YORK CHICAGO TA HOLLYWOOD ^heights never before reached by a man-made Picture, KWTV's new tower now pierces television's rntosphere. In OCTOBER, OKLAHOMA'S NO. 1 V STATION with its 1572-FOOT TOWER and 316,000 watts >cver will capture more viewers and more sales for >crertisers than you (or we) can imagine. for Sponsors: Part !l! page 52 ^. Maximum power — 100,000 watts at Maximum Hcigrit- 1049 feet PET Dairy Products Company has always been a pioneer in finding new uses for the products of America's daiiy farms, improving their quality and increasing their consumption. The company continues intensive scientific research and with equal diligence, continues in its efforts to improve advertising and merchandising techniques. That's part of a complete job; a never-ending effort to find newer and better techniques. By doing a complete job in programing entertain- ment and public service, Havens & Martin, Inc., the pioneer in Virginia, continues to build even larger and more loyal audiences that mean sales results from Richmond to the rich areas throughout Virginia. Join the other advertisers using WMBG, WTVR and WCOD, the First Stations of Virginia. WMBG am WCOD m WTVI FIRST STATIONS OF VIRCINIA Havens & Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV, Inc. WMBG represented nationally by The Boiling Co. I BBDO tops in tv talent billings Net radio study to be searching Committee of veterans 2-year ratings study due soon Taped commercials part of F&P pitch On basis of sponsorship announced by presstime BBDO is agency with biggest talent and production stake in network tv. Agency's average talent billings for '54-*55 season (September-June) will be an esti- mated $336,000 weekly. (Costs of non-weekly shows are included in average by prorating them over 39 weeks. Participations are not included.) Y&R is second with $285,000 weekly; JWT third with $260,500; McCann-Erickson fourth with $162,800; Leo Burnett, Chicago, fifth with $129,500. Others among leaders on talent basis are: Biow, Dancer-Fitzgerald-Sample, Benton & Bowles, Kenyon & Eckhardt , William Esty, SSCB. For complete list of tv show costs see p. 41. -SR- NBC Radio affiliate committee undertaking study of network radio is set up to do searching job. At least 3 months will be spent evaluat- ing today's network mode of operation and possible alternatives. Stations may be assessed to provide for hiring experienced industry people to gather facts under committee's direction. Network will open up its books to committee. -SR- Committee is as veteran a group as you could assemble. Members are Wayne Coy, KOB, Albuquerque (ex-chairman of FCC) ; Walter J. Damm, WTMJ, Milwaukee; Ralph Evans, WHO, Des Moines; J. Leonard Reinsch, WSB, Atlanta; Edwin K. Wheeler, WWJ, Detroit. They'll study every aspect of affiliation agreements, may also probe whether net radio should be made even more flexible for clients. Committee will go over some of same ground explored in SPONSOR article this issue called "Where does network radio go from here." See p. 44. -SR- Long-awaited first report of ARF committee on ratings will probably be out before fall is over. Committee began 2 years ago after series of ratings disputes arose, never expected to deliberate so long. Re- port suggests standards for various rating techniques. All rating services have long since seen report, may already have been influ- enced by it. But you can still expect some fireworks when publica- tion comes. -SR- Presentation soon to make rounds will give admen chance to hear out- standing spot radio commercials on tape. Free & Peters is showing agencies, clients way to use spot radio in which musical trademark provides identity for campaign while allowing variation to fit type of audience reached. Among examples on tape: Atlantic Refining, Camay, Carling's Beer. (See story p. 56.) F&P will make tapes of local commercials too for stations to use. Next step for industry? Library of radio commercials to aid copywriters. SPONSOIt Volume 8, No. IS, (i September iy".4. Published biweekly by SPONSOR Publications, Inc. Executive. Editorial, Advertising. Circulation Offices, 40 E. 49th St., New- York 17. Printed at 3110 Elm Ave., Baltimore, Md. $S a yai in T'.S. $9 elsewhere. Entered as second class matter 29 Jan. 1949 at Baltimore postofflce under Act of 3 Mar. 1879 REPORT TO SPONSORS for tt September l«ir»l Hassle over writer-producers Will-they-buy-it commercials test Can't tell shows without scorecard When 'worst' slot can be 'best' Keen interest in QRC Liaison ad infinitum Behind-scenes hassle is on at some agencies over who produces tv com- mercials. Copy writing department frequently feels results are best if man who writes commercial follows through on set. Television pro- duction departments just as frequently don't care for idea. -SR- Look for announcement soon by research firm of new way to test com- mercials under conditions simulating sales situation. Method goes beyond factors like retention of sales points, seeks whether they'll buy after being exposed to commercials. -SR- Tv this fall will keep viewers gaping at succession of high-powered spectaculars and near-spectaculars, will also be most irregular sea- son of any network year. It'll take plenty of on-air, newspaper and fan magazine promotion to tell 'em where to tune. -SR- Item in 9 August issue quoted Starch organization on worst spot in general for commercials. At show's close, said Starch, based on ex- perience in analyzing dozens of commercials for its clients. A. C. Nielsen executive dipped into minute-by-minute audience curves to add this qualification: "Final commercial can have greatly increased audience if your show precedes a high-rated program. Frequently au- dience starts to shift over to 'Lucy', say, before show starts." -SR- Admen are watching formation of Quality Radio Group with interest. QRG, which held organizational meeting in Chicago last week, will include 3 dozen or more major radio stations. It will offer shows on tape to be placed in prime time, will be convenient to buy through its own sales organization. As agengy buyer pointed out to SPONSOR, clients are more conditioned to buying spot-placed shows today through experience in tv where spot-placed film shows are so frequently used. -SR- Interesting sidelight on multi-sponsorship in television today is fact that competing agencies must work together far more often than in past. Shows with 3 or more clients from different agencies re- quire liaison particularly on matter of how many markets go on net- work list. It's case of having 3 or more agency timebuyers work out decision each time question of added market comes up. Veto national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Block Drug Co Jersey Amm-i-dcnt toothpaste Harry B. Cohen. NY 107 major mkts Tv: 25 min film anncts a wk: 1 Sep. 13 City N| wks 'over S500.000' Block Drug Co, jersey Poli-Crip Cecil & Prcsbrey, NY 12 tv mkts Tv 20-. 60-sec film anncts: end I ul 13 Cry N| wks Block Drug Co. |erscy City Nl Clicquot Club Millis Py-Co-Py Toothbrush Harry B Cohen. NY 4 test mkts Tv: mm film anncts. 1 Aug; 13 wks Canned soft drinks Cunningham & Walsh, 5 New England mkts Tv: min partic in kid shows: end Aug Mass NY 20 wks Cult Oi' Corp Pitts Gasoline Y&R. NY 50 mkts Radio: min anncts: 15 Sep; 13 wks burgh Pa Pan American Coffee Coffee promotion Cunningham & Walsh. 22 tv mkts Tv: 2-5 mm film anncts a wk: 4 Oct Bureau NY NY 26 wks SPONSOR ^.CHAAf, SUPER POWER WGAL-TV NBC CBS DuMont LANCASTER, PA. 316,000 WATTS cm: 006 Covers a vast, prosperous territory — a rich target for your advertising dollar WGAL-TV PRIMARY MARKET TV sets 554,915 families 803,200 effective buying income $4,226,847,000 retail sales $2,654,371,000 COVERING STEINMAN STATION Clair McCollough President York Hanover Gettysburg Chambersburg Frederick Harrisburg Westminster Hagerstown Sunbury Lewistown Reading Carlisle Martinsburg Pottsville Lewisburg Lebanon Coatesville Shamokin Huntingdon Waynesboro Representatives MEEKER TV, INC New York Los Angeles Chicago San Francisco >> SEPTEMBER 1954 advertisers use Volume 8 Numbe 1| 6 September 195 ARTICLES \«»l tv show costs: why they went through the roof Nighttime net tv rhows are up 25' <- over last year; the new spectaculars cost about $300,000 for time and talent. Wh.-f s pushing up costs? Article gives explanation, lists all network tv sponsored shows with costs DEPARTMENTS 11 ha t next lor neiworh radio? What do the next two or three years hold for network radio? SPONSOR tries io answer some of the long-range questions admen have been asking about the medium, rounds up frank views from top-'ovel network executives A.L.. the butter man. switches to radio For years, Hotel Bar butter stuck faithfully to newspaper advertising. Then early in 1954, the firm tried radio announcements in the New York market. To- day, bulk of budget goes into radio I.D.'s and station breaks Karduhl hauls iii mare loot via the light touch As a take-off on ever-popular mystery programs, Bardahl Manufacturing of Seat- tle runs tv commercials featuring cartoon gangsters. Sales rose 35% this year for this gas and oil additive designed to clean engines SPONSOR visits five I . S. agencies: I This summer, a SPONSOR editor paid visits to five advertising agencies in the Northwest and Midwest, studied their operation, approach, atmosphere. Here are over-all impressions; also details on one agency in Spokane Tv IHcii.muvy / Uandbooh tor Sponsors: III If you don't know a "gobbo" from a "gobo," then the Tv Dictionary is for you. More terms and definitions clarifying special language of the tv industry Tips on showing your product to best advantage Whether you sell broilers or bobby pins, you will undoubtedly learn something valuable from this illustrated feature showing how to best present a variety of products on tv. Material is part of Herb True's Dictionary Handbook Sj»«»i radio's creative stilesnten With new emphasis on creative selling, radio reps are developing presentations which give the client detailed market guidance plus campaign ideas COMING Vegro Radio Section: Itl5 I SPONSOR makes its annual examination of the Negro market, taking a close look at its current size, income location and how to best reach it by air — " "*P*< SPONSOR visits five ' • S. agencies: If The spotlight turns on the Marshall Robertson agency in Denver and Boiell & Jacobs in Omaha for the second article in this cross-country series 38 II m 18 50 52 54 5(i AGENCY AD LIBS TIMEBUYERS 49TH & MADISON NEW & RENEW MR. SPONSOR, J. Ohrboch P. S. NEW TV STATIONS TOP 20 TV FILM SHOWS TV RESULTS ROUNDUP SPONSOR ASKS AGENCY PROFILE, J. B. van UrV RADIO COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS 20 Sept. Editor and President: Norman R. G Secretary-Treasurer: Elaine Coupe' Vice President-Genl. Manager: B Editorial Director: Mies David Senior Editors: Charles Sincle I Department Editor: Lila Lederman Assistant Editors: Evelyn Konrad. I Marks, Keith Trantow Contributing Editor: Bob Foreman Editorial Assistant: Karolyn Ricl Art Director: Donald H. Duffy Photographer: Leste- Cole Vice Pres.-Advg. Director: Re. Advertising Department: Edwin I (Western Manager). Hc-e- west Manager). Arnold *■ ager), John A. Kovchok C^^^H ager), Kathleen Murphy . Circulation Department: scriDtion Manager) Kahn, Minerva Mlt Readers' Service: Auausta B Bookkeeper: Eva M. Sanford Publlthed lilowkls • SPONSOR PL i .. mi tv, i ■ S,-» Y...k i: N ' > l iioiph : -l i- ■ ■ i-inilnt i - | l> Sl N'ew York 17 N \ .I'l^nM SPONSOR PUBLICATIOU KTHS can even sell HSURANCE - in Arkansas! > HEN you buy time on KTHS— the only |0-watt station in Arkansas — you naturally ■ t real results — even if you are selling such \ lit "products" as auto and fire insurance. Ve we're proud of this quote from W. Judd I t. Advertising Director of the MFA Mu- i Insurance Company, proving that KTHS i i's — and then some! "During our first year with KTHS and Bill Neel's noontime news, the volume of MFA Mutual's new business increased 195%! An expanded agency force contributed to this increased volume, but a large share of the credit is justifiably deserved by KTHS and Bill Neel." US delivers primary daytime coverage of than a million people — interference-free • coverage of more than 31 t million \; your Branham man for all the KTHS KTHS newscaster, Bill Neel, chats with Carroll Fenton, a young fan, while W. Judd Wyatt, MFA Mutual Insurance Company Advertising Director, looks on. 50,000 Watts . . . CBS Radio Represented by The Branham Co. Under Same Management as KWKH, Sbreveport Henry Clay, Executive Vice President B* G» Robertson, General Manager 5 SEPTEMBER 1954 l/TU BROADCASTING FROM LITTLE ROCK, ARKANSAS Today, 24 television stations have received shipment of their RCA 50-K transmitters. And, just like the station pictured here, (15) of these high po\ TV transmitters are already on-the-air and producing "saturation" covera These stations knew they could "plan ahead" for BIG MARKET COVERA( with confidence. Now they are profiting — through RCA's ability to . . . desi . . . manufacture . . . and DELIVER . . . high-power equipment. Take advantage of RCA's 25 years experience in designing and building hv, power equipment. You too can make your plans with assurance. Ask your R> Broadcast Sales Representative to help you plan a completely-matched systen from the transmitter to antenna. In Canada, write RCA- Victor, Ltd., Montr* RCA 50-KW VHF Transmitter in operation at WCAU-TV, Philadelphia - one of the fifteen "RCA's" now on-air. gSJQQ O OBBB BBBB i BBB Who's Who7' List of RCA "50's" lere's why RCA 50-KW ansmitters are the et whelming choice: RELIABLE RCA 50-KW equipments are built to operate with "day-in day-out" reliability. (Ask the RCA-equipped 50-KW VHF stations already on air.) CONSERVATIVE DESIGN RCA 50-KW VHF's deliver a full 50 kilowatts of peak visual power— measured at the out- put of the sideband filter. You get full power output on both monochrome— AND COLOR, with power to spare! SATURATION COVERAGE An RCA 50-KW VHF, operated in conjunction with an RCA Superturnstile Antenna, is cap- able of "flooding" your service area with STRONG SIGNALS— close in and far out! With standard antennas, RCA 50 KW's can develop 316 KW ERP— with power to spare. AIR-COOLED RCA 50-KW VHF's are all air-cooled. You save on installation costs and maintenance. Visual and aural P.A.'s use conventionat RCA power tetrodes (Type 6166). MATCHED DESIGN RCA 50-KW VHF's are "systems- matched" to deliver peak performance in combination with RCA 50-KW antenna systems. COMPLETE SYSTEM RCA supplies everything in system equip- ment to match the RCA "50-KW" precisely; antenna, transmission line, fittings, tower, r-f loads, diplexers—and all othercomponents needed to put a 50-KW VHF signal on the air. SERVICE RCA TV transmitter operation is backed up by a nationally famous broadcast engineer- ing service organization and an RCA replace- ment parts service. KAKE-TV KLZ-TV KMBC-TV KOLN-TV KTU KWTV WAAM-TV WBAL-TV WBTW WCAU-TV WCHS-TV WHBQ-TV WHO-TV WISH-TV WJAR-TV WJRT WNHC-TV WOOD-TV WSFA-TV WTHI-TV WTOP-TV WTRF-TV WGAL-TV WMIN-TV/WTCN-TV home... more radios are tuned to KSDO than any other station . . HOOPER. n cars... more radios are tuned to KSDO than any other station . . PULSE. utdoors... more radios are tuned to KSDO than any other station. Let us show you why KSDO is your best buy in San Diego. I r r KSDO 1130 KC 5000 WATTS Representatives John E. Pearson, Co. New York Doren McGovren Son Francisco Wolt Lake los Angeles -4 St by Hob Foreman As Beauregard Bream, executive vice president of Snook, Crappie & Bream, Inc., the Madison Avenue ad agency, tellfl it: "I had j 1 1 — t dropped in to this bistro for a Rhine \\ ine and seltzer. A couple of youngster- uric standing to my right arguing. Couldn't help overhear from their conversation that they were agencymen. The talk was flying fast and loud about clients. The story then goes something like tlii-: "Why is it that the stupidest guy- in the entire business world are our clients?" said Young Man \ whom we will call Crew Cut. "Yeah, we seem to pick "cm." agreed i" oung Man B whom we will call Old Eli. "That beetle brain I work will) costs the agency so much money and insists on such terrible advertis- ing, I wrote a four-page single space memo to my supervisor outlining why we should resign the account. Wouldn't be surprised if the management doe- something about it. Was a pretty well thought out memo if I sa) so myself." Old Eli smacked his lips. He was a connoisseur ol Gibsons a- well as memos. Beauregard partook of a second Rhine \\ ine which >eemed to give him courage. By now the dialogue next to him had reached the incendiary stage. Crew Cut and Old Eli had garroted half a dozen advertising managers, decimated the presidents of a score of leading business concern- and >kew- ered eight or 10 sales managers who had had the temerity to encroach upon the domain reserved solely for advertising experts. In addition they had courageously resigned about -i\ million dollars worth of billing which included two hali hours of prime nighttime on NBC TV and a daytime -trip on CBS TV. Beauregard was, at that \ei\ moment (as he had been at all moment- for the preceding month) trying desperatel) t1 1 SPONSOR c f. **; '■JUfiif0$ pkji nothing 'Works T*ike 'Wantmanship Might-buys become must-buys when the Crosley Group's three-way 'VWantmanship gets dollars headed your way. 1, program promotion builds maximum audiences for your advertising. 2, talent selling adds personality force to your commercials. 3, merchandising works with you all the way to the cash register. Typically WLW-T, Cincinnati, proves that Crosley Group "%/Wantmanship moves more merchandise faster, at less cost, than any other medium or combination. tJ /^/vA WLW Radio WI.W-A Atlanta WL.W-C Columbus WLW D Dayton WLW-T Ci7icinnati the '1954, The Crosley Broadcasting Corporation Exclusive Sales Offices: New York, Cincinnati, Dayton, Columbus, Atlanta, Chicago . .*••* { 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: HOIIywood 3-3205 Nat. Rep. Robert Meeker & Assoc. Inc. Vincent lie l.mu. < ecil & Presbrey, \-« York, \/ns spot radio will n/mnv be an important medium because of its flexibility and impact. "We use it for'fiU-in' advertising, for example" > incent told SPONSOR. "That is, in areas where u t can't pet network clearance or where we need an extra push. Quite often, local participating slums arc then the answer r» // stations. "It would be nice it tin I Code amid include a 52-week minimum rate pro- tection" said she. "It might apply to just those markets where t\ set saturation is 8095 or more. Hut as things stand now, stations can change then within either six or eien three months and that throws a lot of budgets completely of} kilter." She pinnts out, tOO, that these rate im reuses are beginning to affect even Him < lap advertisers. Genevieve Schubert, Compton, Neu York, I. reps looking for better ways to evaluate ti cover- age in fringe areas. "This gets to be pretty impor- tant." saw she, "when you're working with a limited budget and are trying to determine whether you ran iinrr a certain market with your schedule on an outside station or whether you hate to bin a sched- ule on the haul station to get impact." I snail). she adds, set penetration figures tor tr fringe i mrrage areas are difficult to determine and audi- em r figures completely unavailable. John McCorJcie, Sullivan, Stauffer, Colweli & Bayles, ^in York, says that nowadays nearly tr show involves a multiplicity of sponsors and v Hence timebuyers from curio:;. -•■/her in lining up stations and times. "/■" example," says he, "In working on the Sid ( aesai Shots for Speidel Corp. I was in contact with Kenyoi & Eckhardt [foi !<< () and Dai aid-Sample {for American Chicle). shows are lined up inter-agency calls continue; stations seek to get on the list." 10 SPONSOR ?rai LET WHAM R RADIO SELL FOR YOU The STROMBERG-CARLSON Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 6 SEPTEMBER 1954 11 The guy's great! So good he's sold-out before he begins his show on Labor Day. His name's Rege Cordic- and KDKA's got him warming the heart and tickling the funny bone of 108 counties! Here's what happens on a typical morning in and around Pittsburgh- all because of Cordic! Father, (who hadn't laughed till noon in years!) rolls out of bed with a smile! In fact, alarm clocks clang in happy harmony all through the house for everyone has a great awakening with Cordic! And what ever happened to the harried motorist in the midst of a morning tie-up? You'll find him chortling along with Cordic, too! Because Rege Cordic, with his fabulous Company, has created a wonderful world of zanies who flit about the show with all the appeal of favorite radio and comic strip characters combined. They're informal, breezy, easy to take as a honey tonic. They're figments of the imagination, of course — mostly the imagination of the head of the "Company." The only straight lines on the show are the weather, time and news- and even they get a treatment now and again. That's how it is these days. Great things are going on at KDKA. It's bigger and better every day! Top talent, complete coverage, mass audience, potent power, starring shows . . . everything you expect- and more — and always the highly localized, audience-action-provoking approach of WBC! That's the WBC approach, too — top talent, top coverage, top audience, top power, top shows. And that about covers it except for the number to call to discuss availabilities. Here it is — PLaza 1-2700 will get you Eldon Campbell, WBC National Sales Manager in New York. In Pittsburgh call Sales Manager John Stilli, GRant 1-4200. WESTINGHOUSE BROADCASTING CO., INC. KDKA, Pittsburgh; WBZ-WBZA . WBZ-TV, Boston; KYW • WPTZ, Philadelphia; WOWO, Fort Wayne; KEX, Portland; KPIX, San Francisco National Representatives, Free & Peters, Inc. KPIX represented by The Katz Agency, Inc. fP it takes #^\TOWER and POWER to cover the Dakota area KXJB-TV gives you more of both ~~ Grafton m\ U- u» MADISON -i nsok unites Utters to the editor. Address 40 E. 49 St., New York 17. ALL-MEDIA BOOK I would appreciate \er\ much if \oii would please send a copy of \our All-Media Evaluation Stud) to me when reads. I would like to reserve this copj now as I feel that this was one of the out- standing series of articles I have ever read pertaining to media evaluation. I helieve this series has been a great contribution to the industry. Harry C. Pick Supervisor — Prin ted Media Russel M. Seeds Co. Chicago Would \ou he so good as to send me a copy of sponsor's All-Media Evalua- tion Study, together with a hill, when it is off the press? I shall appreciate it if \ou will. I have followed, and preserved these articles as thev appeared, and consider them of unusual value, not alone in the study of advertising, but also in the more significant aspects of public opin- ion and communication, especially in motivation and audience effects. Elmer J. Emig Professor of Journalism University of Florida Gainesville • SPONSOIf. All-Media Evaluation Study book is available at S4 a copy. You mav orfirr now by writing to 40 East 19 St.. New Sork 17. TV DICTIONARY HANDBOOK As a subscriber. Id like to make an early reservation for one copv of your new Tv Dictionary Handbook, when it becomes available in book form. How does it happen that every time one begins to think. "Its about time that somebody did a such-and-such," the "such-and-such" turns up in SPON- SOR almost immediateK ? Keep up the good work! ROBKRT G. CRIAR Veto York l\ Dictionary Handbook possible rate thanks from the broadcasting industry and from those of us who ever seek references lor video beginners. To the lucid lexicographers of sponsor, a handbook halo. Marvin \u-k\ Asst. Prof. Radio-Tv- Journalism Indiana University, Bloomington \\ ill sou please reserve and mail to the address above a copy of the Tv Dictionary/Handbook for Sponsors when available. Mrs. H. Bakes Spacebuyer J. J. Gibbons. Ltd. Vancouver • SI'ONSOItN Tv Dictionary Handbook i. . ur. rentlj being printed in installments in regular i ■ — tj « .. It »ill be printed ill book form tlii. fall. The T\ Dictionary will be available free fur siili.erlbers : extra ropier. $2 earh. SUPER MARKET I have just finished reading your issue of July 26. and the usual con- gratulations are in order. Almost any- one can do a good job once in a while but how you gu\s manage to do at least a reasonably super job in e\ ; 20c earh for 25 or more eopioal ISc earh for 1 OO or more copir.. 14 SPONSOR DRAMA ON TELEVISION TV demonstration dramatizes greater strength and safety of All-Nylon Cord Super-Cushion Tire by Goodyear, shows that pressure that bends a steel wheel leaves tire undamaged. TV demonstration dramatizes the closer, more comfortable shave of the latest Remington Electric Shaver by shaving the fuzz from a peach without nicking or cutting the delicate skin. TV demonstration dramatizes the unique ad- hesiveness of Band-Aid Plastic Strips with Super- Stick. Just touched to an egg, without pressure they stick instantly, securely enough to lift it. Dramatic demonstration tells the product's selling story visually and believably. To find how to demonstrate takes a lot of thought, a special ability, and a really thorough understanding of what television can do and can't do. YOUNG & RUBICAM, INC. ADVERTISING • New York Chicago Detroit San Francisco Los Angeles Hollywood Montreal Toronto Mexico City London 6 SEPTEMBER 1954 15 TKSS THE WDAF TV KITCHEN KLUB BETTE HAYES, Brodley University home economics graduate, won several awards as a Westinghouse demonstrator before WDAF-TV discovered her. Bette is o TV natural. She never reads a commercial. She learns the product and delivers the advertiser's message straight into the camera's eye in her easy mid-western style. Bette works in a beautiful, modern kitchen, and Bette is a beautiful girl. But her viewer friends don't envy her. They like her because she doesn't talk over them, below them, or to them. She talks WITH them. bilD KtKK has won his place in the hearts of WDAF-TV viewers with his quick, puckish— not cornball— wit. When Bob is not performing as general toste-tester, he helps Bette sell products with a warm conviction that homemokers admit they just can't resist. Bob won a recent poll conducted throughout the Kansas City area by TV GUIDE to determine "The local personality in the Kansas City seven- station market area, most deserving of network recognition." Here an some iietrpls from WDAF-TV KITCHEN KLUB'S heavy mail: You ore by far the sweetest little homemaker that I have seen on any TV station and you are so refreshing— so neat and you truly make cooking on exciting and challenging affair. Kansas City, Missouri It is 1 o'clock p. m. and your daily program is just over as usual every day. I have been listening, enthralled to every word ... Of course I am just one person who is profiting by your priceless cooking directions. If only the young brides or those who are not wise in the culinary methods, would listen to you, how much worry, even ex- pense, they might sove themselves ... As I believe I told you in a previous letter that I am quite an old lady (93)— the daughter and grand-daughter of two good cooks and thought I, also, knew pretty well how to cook ... I have learned quite 0 lot from listening to you. Kansas City, Missouri Al our house Kitchen Klub lime is the TV event of the day. I am a regular viewer because of the variety of ideas and practical suggestions. After thirty years as a homemaker . . . one is likely to find ones self in a rut, so your program is an inspira- tion to many of us. Ottawa, Kansas We really like your helper Bob. We had seen him many times on the TV newscast, but we really had no idea how nice he was, until we met him on your program. It is just like being in the kitchen with you. St. Joseph, Missouri Our Study Club is having a lesson on Famous American Women in Home Economics and Business, and I hove chosen you as my subject on July 23rd. The Ludlon Study Club members all enjoy your Kitchen Klub very much. Your also so bright and cherry thot it is impossible not to smile all the short holf hour. Ludlon, Missouri 1 try and use the products you advertise as we enjoy your program. Ottawa, Kansas Keep up your good work, good ideas, and helpful hints. They ore a blessing to us housewives. I sometimes throw up my arms in despair, for I cannot get any new ideas as to what I should fix for my family for supper . . But since I have been watching your TV shows, it has given me a new outlook on life. I now have some o«w wonderful ways to fi* our meals. Kansas City, Kansas And her* is a sampling of Hie consistent participating- sponsor company that Bette and Bob keep: General Foods Knox Gelatine Safeway Stores Wearever Aluminum Eatmor Cranberries Sunkist Procter and Gamble Carnation Co. Lever-Lipton Armour & Co. Mirro Products Purex General Baking Co. Louisiana Yams Culligan Water Softener Nestle Lee Poods Sunshine Biscuit Mrs. Tucker's Shortening Whirlpool Washers and Dryers General Electric Co. Holsum Products Dracket Co. Washington Apples Wish-Bone Salad Dressing Walcott Oven Cleoners Kerr Gloss Minnesota Mining Co. Texas Rice Princess Place Mats Harpel Salad Dressing The Kitchen Klub is just one of the outstanding local programs produced by a staff of television pioneers on WDAF-TV KANSAS CITY The Television Station of The Kansas City Star Represented by Harrington, Righter, and Parsons 16 SPONSOR FALL FACTS I have just finished looking over the SPONSOR issue of Jul\ 12. There cer- tainl) is a lot of useful information packed in this 268-page issue. I am enclosing a check in the amount of $4 for which I would ap- preciate eight copies of the Jul) 12 issue, if they are available. George D. Coleman General Manager WGB1-TV, Scran ton • Extra ropics of the 12 July SOc rath. UHF Your issue of July 26 has a very fine article on "How well can uhf sell?'" and we appreciate the mention of \\ \FB-TV in Baton Rouge. However, we are wondering if it would be pos- sible to correct the erroneous informa- tion given about Baton Rouge becom- ing intermixed in September. The channel 2 owners have just finished t tearing their property and are plan- ning to start the building. As yet the\ Jo not have approval of their tower. It is expected that they will be on the air sometime early in 1955 and not in September. Would appreciate it if there is any way you can get this across so that the advertiser will not think they can get a vhf station in Baton Rouge next month. Tom E. Gibbens Vice President & General Manager WAFB-TV, Baton Rouge I was very much gratified to see the uhf story article in your excellent pub- lication and was exceedingly interested in reading it. I felt for a long time that with few exceptions the broad- casting trade press has given uhf a pretty raw deal. It is obvious that where conversion is the major prob- lem uhf faces an almost insurmount- able barrier. On the other hand, in areas where uhf is predominant the problems are more psychological than real. Our own area is typical of this situation. We have more uhf signals available, and for the most part, the uhf pictures are better than vhf. In such areas the technical disadvantages and all other problems facing uhf fade into insignificance as compared to the great psychological barrier which con- fronts us. I know there are vhf sta- tions in other parts of the country which have onl) a fraction of the set circulation which we can count in our area but they are getting the business mil of New ^ oik. We have to be satis- fied with little more than mail order accounts. On the other hand, isn't this proof iii itself that a uhf station is a good bin for a client when mail order accounts placed at card rates can be made to pa\ out for the agency or cli- ent'.-' Aside from the fact that there is rarel) if ever am interference or vari- ation in quality of a uhf signal. 1 have never been able to detect any differ- ence in a good picture from a vhf sta- tion and a good picture from a uhf station. The fact that a uhf signal will not travel as far as vhf makes little dif- ference to people living in the imme- diate area of the station. . . . In reading the trade press I some- times get the impression that the au- thor of the particular article never saw good uhf reception. There is so much half-truth, and sometimes outright rid- icule, that it borders on absurdity. These stories usually wind up by damning uhf with such faint praise that it is remarkable that any uhf sta- tions anywhere have ever been able to get any business at all from N. Y. . . . Under present conditions, even I have little hope for new uhf televi- sion operations surviving against the competition of several well established vhf stations in the same area. This is a tragic situation and drastic action should be taken to create a remedy. However, in areas where conversion is not a major problem this biased atti- tude about uhf should be eliminated. I am sure the trade press did not set out to deliberately create this prejudice against uhf but it has permitted it to grow to its present proportion. A firm editorial policy in the broadcasting press generally could have quickly re- versed this wave of anti-uhf sentiment. One very influential trade publication, instead of taking timely and construc- tive action, can only bewail over and over the fact that an organization of uhf operators have appealed to the United States Congress for relief. . . . Congratulations on the uhf feature story in SPONSOR. It may be a little late but it is at least a start in the right direction. Julian F. Skinnell Operations Manager WLBRTV Lebanon, Pa. I <2 l CO <. c 6 SEPTEMBER 1954 17 first +@ day then H © l\/l With TODAY, starring Dave Garroway, NBC gave network television advertising a new di- mension. Flexibility and low cost were its meas- urements. TODAY has become the biggest grosser in TV. Then, to give advertisers the strongest possible hold on the nation's homemakers, NBC developed HOME, starring Arlene Francis. In six short months, HOME has established itself as the out- standing woman's service program. And now . . . with TONIGHT, starring Steve Allen (debut: September 27) . . . the advertiser's day is complete! Now for the first time, advertisers can reach television's late-night audiences with "live", top-calibre, network programming. Now, for the first time, small change can buy big-league nighttime television. WHAT'S GOING ON . . TONIGHT? From 11 :30 p.m. to 1 :00 a.m. in the East ... 11 :00 p.m. to 12 mid- night in Central Time zones . . . Steve Allen, the brainy, zany, big-time salesman, master of the unfrantic antic, who's as likely to shave, take off his socks, or milk a cow, as he is to spin out a tune, presides over these great goings-on : 1) TONIGHT takes America to Broadway during its most glamorous hours. It will go backstage and out front on glittering opening nights. 2) TONIGHT brings world-famous stars, critics and nightclub entertainers to the hearthsides of the nation. 3) TONIGHT .five.- the very latest news, weather reports and sports results . . . and brings in spe- cial events by remote pick-up. nd B ■ Like its big brother (TODAY) a (HOME), TONIGHT offers important vision values to advertisers : • big-time network TV at low cost complete flexibility — you buy only as mi you need, when you need it showcasing of your product by celebritie no additional cost minimal production costs for commercial • special services by NBC Merchandising D a< ment — unique in the TV industry • TONIGHT makes the last commercial in ■ sion of the day . . . and it's the last impr that LASTS! "0 \' TONIGHT's low advertising costs will be lower under NBC's new "T-H-T" Combir Discount Plan — which gives you T0!J HOME, and TONIGHT, at great savings. TOrSHl also offers additional savings under its I Client Plan — with exceptional advanta, the new program's first advertisers. TONIGHT, by itself or in combination TODAY and HOME, is ready to go to u yon! Better check with your NBC represe: TELEVISIOr w ri ii /• ut Radio Corporation of V 4M& <-/ wow +€& night STEVE ALLEN brainy, zcmy§big-time salesman (but people spend it!) K 1^ machines make money The Q. S. Bureau of the Census methodically — has compiled a list of 453 different manufacturing activ- ities represented in America's industrial economy. You'll find .''.10 of them within metropolitan Cleveland aggressively pursued by some .'',000 companies whose vast investment in specialized production machinery creates a yearly industrial income of five hill in,/ dollars. By the happy osmosis of business, much of this manu- factured money flows back into the three billion-plus annual earnings of Clevelanders . . . enough to peg their family buying power at fourth highest among all U.S. metropolitan markets. Money is a restless commodity — and the more of it people have, the more they like to spend it. Whether they spend it for what you sell depends upon how effectively you persuade them. For this assign- ment, we recommend ourselves as the one Cleveland television station geared closest to the tastes and preferences of Cleveland customers. Gears make things move. So does WXEL — as many advertisers are finding out, week after week, when they move in more goods to meet WXEL-created denial If you'd like to take part in this profitable circulation of dollars (and who wouldn't'.'), the first step is easy as getting in touch with theKATZ agency. Cleveland WXEL fi _a_ channel 8 Iff* I I New and renew 6 SEPTEMBER 1954 New on Television Networks SPONSOR AGENCY Campbell Soup Co, Cam- den. NJ Carter Prod,, NY Chrysler-Plymouth Dealers, Detr Dow Chemical, Midland, Mich. Economic Labs, St Paul, Minn Gen Mills, Mpls Cen Motors (Pontiac), Detr Cen Tire, Akron Criffin Mfg Co, NY Hazel Bishop, NY Helene Curtis, Chi S. C. |ohnson, Racine, Wis S. C. Johnson, Racine, Wis Johnson & Johnson, New Brunswick, NJ Lady Esther, Chi STATIONS PROGRAM, time, start, duration Lentheric, NY Lever Bros (Lux) NY Lewis Howe Co iTums), St Louis Miles Labs, Elkhart. Ind Miles Labs, Elkhart, Ind Miles Labs. Elkhart, Ind Mogen David Wine, NY Monsanto Chemical, St Louis Pan-American Coffee Bureau, NY Pet Milk Co, St Louis Pharmaceuticals Inc (Geri- tol), Newark Philco, Phila Pillsbury Mills, Mpls Ralston-Purina, St Louis Ralston-Purina, St Louis Schick, Stamford, Conn SOS. Co, Chi Tide Water Assoc Oil, SF Warner-Hudnut, NY Whitehall Pharm, NY Yardley of London, NY ' N. W. Ayer, NY BBDO, NY SSCB, NY McCann-Erickson, NY MacManus, John & Adams, Detr Scheideler, Beck & Wer- ner, NY BBDO, Mpls MacManus, John & Adams, Detr D'Arcy, NY Bermingham, Castleman & Pierce, NY Raymond Spector, NY Earle Ludgin. Chi Needham, Louis 6 Brorby, Chi Needham, Louis & Brorby, Chi Y&R, NY Biow, NY C&W, NY JWT, NY D-F-S, NY Ceoffrey Wade, Chi Ceoffrey Wade, Chi Geoffrey Wade, Chi Weiss & Celler, NY Gardner, St Louis C&W, NY Gardner, St Louis Edw Kletter Assoc, NY Hutchins Adv, Phila Leo Burnett, Chi Gardner, St Louis Gardner, St Louis Kudner, NY McCann-Erickson, SF Buchanan & Co. SF K&E. NY SSCB, NY NBC TV 41 CBS TV 122 NBC TV 85 NBC TV 75 CBS TV 51 CBS TV 57 NBC TV 55 DuMont 102 NBC TV 90 NBC TV 135 CBS TV 59 CBS TV 71 CBS TV 45 NBC TV 90 CBS TV DuMont 26 NBC TV 95 NBC TV 90 CBS TV 77 CBS TV 72 DuMont ABC TV CBS TV 20 NBC TV 49 CBS TV 121 CBS TV 78 ABC TV NBC TV 51 NBC TV 49 NBC TV 44 DuMont 92 NBC TV 90 ABC TV 33 NBC TV 136 CBS TV 122 CBS TV 57 SPONSOR AGENCY Amer Dairy Ass'n, Amer Tobacco, NY Chi Campbell-Mithun, Chi BBDO, NY Converted Rice, Hoi Tex DuPont, Wilmington ston, , Del Leo Burnett, Chi BBDO, NY Kellogg Co, Battle Mich Lever Bros, NY Creek, Leo Burnett, Chi BBDO, NY P. Lorillard, NY Lennen & Newell, NY P. Lorillard, NY Lennen & Newell, NY P. Lorillard, NY Lennen & Newell, NY Toni Co, Chi Weiss & Celler, Chi Toni Co, Chi Leo Burnett, Chi Renewed on Television Networks STATIONS CBS NBC TV TV 70 136 CBS TV 83 ABC TV CBS TV 52 CBS TV 67 CBS TV 132 DuMont 26 NBC TV 96 CBS TV 58 CBS TV 66 Dear Phoebe, F 9:30-10 pm; 10 Sep; '54-55 season Name That Tune; alt Th 10:30-1! pm; 2 Sep; '54-55 season It's a Creat Life; T 10:30-11 pm; 7 Sep; '54-55 season Medic; M 9-9:30 (3 wks of 4); 13 Sep; '54-55 season Garry Moore; F 10:15-30 am; 10 Sep; 52 wks Robert Q. Lewis; W, F 2:15-30 pm segs; 1 Sep; 52 wks Red Buttons Show; F 8-8:30 (3 wks of 4) ; 1 Oct; '54-55 season General Sports Time; Sat 7:45-8 pm & Sun 1:45- 2 pm; 26 Sept; 12 wks Imogene Coca Show; Sat 9-9:30 pm; 10 min seg; 2 Oct; 26 progs Martha Raye; every fourth T 8-9 pm; 28 Sept; '54-55 season Robert Q. Lewis; T 2:15-30 pm seg; 7 Sep; 52 Life With Father; alt T 10-10:30 pm ; 7 Sep; 52 wks Robert Q. Lewis; Th 2-2:15 pm seg; 7 Sep; 52 wks Imogene Coca Show; Sat 9-9:30 pm; 10 min seg; 2 Oct; 26 progs Morning Show; partic spon M-F 7-9 am; 8 Sep; 260 partic in 52 wks Chance of a Lifetime; alt F 10-10:30 pm; 17 Sep; '54-55 season Lux Video Theatre; Th 10-11 pm; 26 Aug; '54-55 season Imogene Coca Show; Sat 9-9:30 pm; 10 min seg; 2 Oct; 29 progs Carry Moore; T 10-10:15 am; 28 Sep; 52 wks Robert Q. Lewis; T 2-2:15 pm; 28 Sep; 52 wks Morgan Beatty; M-F 7:15-30 pm; 27 Sep; 52 wks Dollar a Second; F 9-9:30 pm; 1 Oct; '54-55 season Morning Show; M-F 7-9 am; 27 July; 104 partic in 43 wks Today; M-F 7-9 am; 5 Oct; 52 partic in 26 wks Life With Father; alt T 10-10:30 pm; 24 Aug; 52 wks Douglas Edwards With the News; F 7:30-45 pm; 27 Aug; 52 wks Coronation of Miss America; Sat 10:30-12 mid- night; 11 Sep; one time Mickey Rooney Show; alt Sat 8-8:30 pm; 28 Aug; '54-55 season Today; partic spon M-F 7-9 am; 4 Oct: 20 partic Home; M-F 11-12 noon; 21 Oct; 19 partic Pro Football; Sat 8 pm to concl lalso some Sun aft); 2 Oct; one quarter of 40 games in 11 wks Imogene Coca Show; Sat 9-9:30 pm; 10 min seg; 2 Oct: 26 progs John Daly; W & F 7:15-30 pm; 6 Aug; '54-55 season Hit Parade, alt Sat 10:30-11 pm; 18 Sep; 26 progs Name That Tune; alt Th 10:30-11 pm; 9 Sep; 52 wks Cany Moore; F 10:30-45 am; 1 Oct; 52 wks PROGRAM, time, start, duration Bob Crosby, Th 3:45-4 pm; 23 Sep; 52 wks Your Hit Parade; alt Sat 10:30-11 pm; 11 Sep; 26 wks Garry Moore; F 10:45-11 am; 10 Sep; 52 wks Cavalcade of America; T 7:30-8 pm; 28 Sep; '54- 55 season House Party; T, Th 2:30-45 pm; 31 Aug; 52 wks House Party; M, W, F 2:30-45 pm; 30 Aug; 52 wks Two for the Money; Sat 9-9:30 pm; 14 Aug; 52 wks Chance of a Lifetime; alt F 10-10:30 pm; 17 Sep; '54-55 season Truth or Consequences; T 10-10:30 pm; 28 Sep; '54-55 season Godfrey Time; T, Th 10:45-11 am; 31 Aug; 52 Valiant Lady; T. Th 12-12:15 pm; 31 Aug; 52 wks (See page 2 for New National Spot Radio and Tv Business) In next issue: New and Renewed on Radio Networks. Na- tional Broadcast Sale* Executives. New Agency Appointment* SEPTEMBER 1954 Xumbers after names refer to New and Re- new category M.H.Leckner (3) LyleJT. Smith (4) John T. Deww (3) Albert J. Elias (4) L. E. Horner f4) 21 SEPTEMBER 1954 Xcw and renew 3. Ideerfixiiig Agency Personnel Changes 5, NAME FORMER AFFILIATION Bruce Allen Wifrin Ambrose Arthur Bindrim George Brown Al Cirillo Richard T Connelly John T Dcwcy Herb Fisher William H FitzSim- mons Ccorgc Calc Jack Harding John C Henry Winfield Hoskms C. T. M. Jaeger Howard Kctting I S. Kogan Marshall H Leckncr Linwood C. Lcssig Joseph Lowe John F. MacKay Douglas MacNamcc Fred McClaffcrty Jo McQuillin Roger Moran Ernest Motyl William C. Munro J F O'Keefe |r Maurice C. Punch Jr Alice Rich Edward A. Rodgers Maubert St. Ceorges Edward L. Segrist Rudoloh M. Singer Jr Harold Weinberger Cordon White Zonite Prods, NY, adv, sis prom mgr Leo Burnett, Chi, tv creative dir Pans & Peart, NY, acct exec |WT, NY, acct exec Jacob Ruppert Brewery, NY, sports prom dir NBC. NY, dir press J. R. Pcrshall, Chi, prodn mgr Leo Burnett. Chi. exec Nccdham, Louis & Brorby, Chi exec Beaumont & Hohman, Seattle, exec 7-Eleven Drive-In Fd Stores. Dallas, vp chg mdsg KXOK. St Louis, prom, publicity dir Needham. Louis & Brorby. Chi, tv copy supvr Fuchcr & Porter, res exec R&R. Chi, vp & dir Product Design & Dcvcl, NY, assoc cd BBDO, NY & Pittsb, acct exec JWT, NY. adv exec Rhoades & Davis. SF, acct exec Anderson & Cairns, NY, copy chf B&B, NY, sr radio & tv writer ABC Radio, NY, sis dept C. F. Smith Mkts. Detr, radio-tv prog dir Earlc Ludgin, Chi, acct exec, radio-tv writer-prodr Ccyer Adv, NY, supvr film prodn Gallup & Robinson, NY, adv res assoc Red Dot Foods, Madison. Wis. dir sis. adv Wcstheimcr-Block Adv, St Louis, creative stf Esmond Assoc, NY, media Erwin, Wascy, NY, vp chg art dept St. Georges & Keyes, NY. pros Bozcll & Jacobs, mgr KC branch R&R, Chi, vp Reading Tube Corp. adv mgr BBDO. Chi. chg creative dept NtW Ar-HL.At!UN B03, NY, acct exec McCann-Enckson, NY, tv comml stf Blame-Thompson. NY. mdsg & acct exec i div B&B, NY. acct exec Mahonty & Howard, NY, vp chg tv, pub Y&R. NY, asst mgr radio-tv publicity dc Allen & Reynolds. Omaha, prodn mgr John W. Shaw, Chi, dir res B&B. NY, assoc acct exec Maubert St. Ceorges Inc. NY Inew jgen chg mdsg. sis analysis, distr planning Tracy-Locke. Dallas, acct exec Warner & Todd. St Louis, acct exec McCann-Enckson, NY, tv comml stf Maubert St. Ceorges Inc. NY. res dir John W. Shaw. Chi. dir bdestg, telecasting film activities Maubert St. Ceorges Inc. NY. dir public D'Arcy. NY. acct exec Al Paul Lcfton. NY. dir tcchn adv Scott Henderson Adv. Tucson. Ariz, acct Same, creative dir. hd plans bd R&R. NY. radio & tv copy chief Donahue & Coe. NY, timebuyer Bird. Ruse & Urban. Detr. radio-tv dir Weiss & Cellcr. Chi, creative dir, acct t> R&R, NY, :upvr film prodn McCann-Enckson NY. hd radio-tv sccticn res dept Schwimmer & Scott. Chi. dir mdsg Warner & Todd. St Louis, tcct exec, Ma bd Maubert St. Ceorges Inc. NY. chg media c Same, creative dir Maubert St. Ceorges Inc, NY (new 4 owner Rogers & Smith. Potts-Turnbull, KC. vp jc Gordon Best. Chi. vp & acct exec Maubert St. Ceorges Inc. NY, copy cku Same, vp 1 Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Alvin F. Balaban Albert J. Elias Raymond B Ceorge George F. Cill Marvin Haas Glenn Holder Lawrence E. Horner William Howlett Frederick D. Ogilby John M. Otter Mrs. Mtrriom B. Pike Raymond A. Rich Samuel N. Regenstrief Jack Siegrist Lyle W. Smith J R. - Sacramento, new natl rep Adam Young Jr Chico. Cal. new natl rep Adam Young |r TV. NY. new natl rep Weed Tv Waterbury. Conn, new natl rep Burke Stuart . Milw. purch by Business Mgmt. Inc. Milw fc oseph A. Clark Bridgeport. Conn, new natl rep Burke Shun New Orleans, new rep Clarke Brown Co Flint. Mich, purch b> Radio Hawaii St Louis, new natl rep Radio Tv Reps \ umbers after names re/cr to New and Re- new category If. Si G< I'll a. I Av \ferriom II. Pike Glenn Holder Jut I. ^iczrisf L.G.Li Gordon If hite Vugust: Ohrbach's, nemesis of uptown department stores, moved **1 1th Street pri - mid-town New York." In answer to a barrage of radio and t\ announcements plu- full- page newspaper ads heralding the opening, women braved subwaj rush hours and stormed Ohrbach's new quarters with the cnerpv ol Valkyries and a fanatic gleam in their eyes: bargains! Jerrv Ohrbach, president of the four Ohrbach department stores i Newark. New York and Los Vngeles), fought his wa\ griml\ out ol the packed elevators and into the executive suite for an interview. "A different band, but the same tune.'" said he to SPONSOR. "It's the same as the results of radio-tv saturation campaigns we used in LA for the opening of our stores there in 1949 and 1033- -police -hut the doors periodically to prevent mob scenes. \u newcomer to radio. Ohrbach's had its initial air baptism h the 1920s with a series of radio announcement-. Since that time the firm has been on and oft the air periodically, alwa\s follow in: the patterns of its newspaper campaigns: No special priie promo- tions here, but a straight institutional pitch. "In New York, as in Los Angeles, we blanketed the cit\ with «>u: advertising prior to D-Day, Ohrbach continued, relaxing foi firsl time in 21 hour-. 1>\ his own admission. The department -tore announced it- new address via sponsorship of L5-minute segments of Tex and Jinx, WNBC: participations on the t\ version of the -how: announcements on Dorothy and l)i: Her br from our window brought phenomenal results. She's our top a SUCCESS STORY =4 WCOL: Central Ohio Federal Savings & L sponsors W'altt'r f'*lirili.vs for 13th consecutive year. Proof c' impact on business: new depositors inqu're, "Is this the Furnis'. WHAT A . . . BUY! . . .WHAT A BARGAIi Buy . . . . . . with maximum economy and conveniens PromoU 1»»* Sales with Mr Trails IDST TOP AIR TALENT OP AIR SALESMEN PERSONALITIES WHO SELL! - are the RESULTS ICC SS STORY #5 WIZE: Ripley Buick agency used as many as 40 cjr?ments a day for week to launch dealership and open new sales- H'er 12.000 p<»oplt» filed through salesroom on opening day. BBSS STORY =6 WIZE: Central Rug & Linoleum Co., credited •• lvl:nunofi's salesmanship on "Rise With WIZE" with fact local V discount Promote Air Sales with Air Trails ^ JVING i 0 WCOL 'nm ■ i, fife MAP KEY: Daytlmt corarate; larga unihadad irt*. Nlfhttltta coverage; tnaller, tutllnad are ©HE© IRONTON ASHLAND I I HUNTINGTON - Basic fac^ MARKETS POPULATION J RADIO FAMILIES ( RETAIL SALES | NET EFFECTIVE BUYING INCOME FOOD SALES | DRUG SALES j AUTOMOTIVE j GENERAL MERCHANDISE HOME FURNISHINGS CITY METROPC MARKET cm metropolB MARKET . CITY METROPOL MARKET CITY , METROPOLl MARKET CITN METROPOLf MARKET CIT' METROPOlB MARKET . Cm METROPOlB MARKET cm metrof: ' MARKET cm METROPC.'. MARKE" SOURCES HeJi" Madison Plain C ^H| r W. Jefferson London© Ion fc, Wiiberforceo iia © °Sedalia Ag FAYETTE Mersonviiie MAP KEY: Daytime coverage: large unshaded area. Nighttime coverage: smaller, outlined area dual markets and combined ATN market niiiiiiiiiiiiiiiiiiin iiiiii niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiim liilillililliillliiilllliiliil|iliiiiililllllllllllllllllllllllllllllllllllllllllllll!illlllllllllllllllll!illllllllllllllilllllllin (••••in 1 1 1 1 1 1 1 1 1 1 1 NO 5YOH -I WCOL COLUMBUS T\ I WCMI wize ATN SPRINGFIELD ASHIANO • HUNTINGTON . IMNTON lllllllllllllllllimilllilllllllllllllllllUIIIIIIIIIIIIM >2t00 399,600 82,000 136,800 05)00 544,500 117,300 254,800 7100 901,900 258,500 317,300 6)90 121,330 25,500 41,210 47r30 160,060 35,080 69,010 9)30 266,720 75,100 99,100 O00 $598,126,000 $116,879,000 $180,755,000 :2)00 $658,130,000 $131,606,000 $207,919,000 7)00 $1,010,295,000 $279,112,000 $235,322,000 £)00 $767,913,000 $144,812,000 $244,805,000 ?2)00 $1,005,436,000 $197,394,000 $332,748,000 11)00 $1,529,305,000 $409,741,000 $396,558,000 O00 $124,417,000 $27,056,000 $39,290,000 O00 $142,096,000 $30,571,000 $50,203,000 1300 $222,489,000 $61,121,000 $60,199,000 S300 $18,319,000 $3,526,000 $5,135,000 iiDOO $20,304,000 $3,705,000 $5,841,000 (000 $27,213,000 $7,359,000 $6,513,000 ^OOO $124,167,000 $22,899,000 $41,345,000 '<000 $127,889,000 $25,118,000 $45,150,000 <000 $195,553,000 $56,011,000 $51,281,000 2.190,700 632,000 $2,394,874,000 $3,542,204,000 $550,409,000 $68,746,000 $460,571,000 000 ;i:ooo 4000 4(000 8(000 91000 $97,799,000 $12,588,000 $22,256,000 $98,388,000 $12,740,000 $24,831,000 $119,616,000 $20,982,000 $28,312,000 $32,654,000 $6,844,000 $11,078,000 $33,919,000 $7,074,000 $11,938,000 $48,641,000 $24,374,000 $13,174,000 $337,663,000 $126,305,000 ■un) Markets"; all other categories. Sale* Managementi 1854 "Survey of Bujlng Power. AIR SELLING! I irTi 3 RAILS NETWORK promotes sales on WING DAYTON ! *»•.•**?*% .'--^-- with THESE TOP AIR SALESMEN THEY ALSO CHARM SALES -* Kvttij Ann Horstman BlOlldt . . />'. It ii Ann. u ho pr< >"j'- s .., ■, /■ /» ,i ,/,),/// WING slums, commands th Dayton marki I on two scori s : 'in outstanding woman /a rsonality a top "Die air salesman Pat SmUvu WING '- Show Girl h, , i, 10 y ,.,, £' ^ ^K. p E R S 0 N A L COLUMBUS I E S Myles Poland 17 years in almost every facet of air entertaining; clients say he's wizard at creating store traffic Waller Purniss News commentator in radio 26 yrs.; proof of sales record: same advertisers with him over 13 yrs. Hob Li n villv Sparks brilliantly on two fronts: ( I ) as disc jockey-comedian and (2) his ingratiating sales style Margaret Merritt ^ ~%° ^F Director of WCOL women's pro- grams; got her sales start in local department store radio Irene Harrv Versatile, resourceful d.j. with amazing knowledge of modern music, unique style of comment, salesmanship; 10 years: WING De\T itt Campbell WING's ace announcer and disc jockey of both popular and hill- billy music; has 12 years in radio; three years at WING Hull Hahlicin Dayton's favorite funnyman and leading d.j. whose quips are a popular source of quotation in town; 15 years in broadcasting Hill hehl "^ w'J \y WING's sports dir. and No. I sportscaster among listeners in the Miami Valley; a master on remotes; five years on the air Jack Zeigin Ranked as Dayton's most au- thoritative newscaster; gifted with selling knack; 22 years air experience, I 5 of them at WING IV H SPBIMGHUD Alice Huh in a a John McEnaney Miss Rahman. I I years women's program direc- tor, and civic personage, is singularly skilled in getting results with new products. Geron's daily "Clark County Farmer" delivers rural audience of ./ Hmli Perez rf-' great buying power. McEnaney stars on "Rise with WIZE," which is loaded with standout success stories. Perez. WIZE program director, registers prime sales with his broadcasts of sports remotes. S E L L ASHLAHD • HUNTINGTON . SOKiQK Bettye Allen ft' Lou Emerson John Soivards Miss Allen, who's very active in community affairs, conducts a daily "women's page" that national advertisers find exceptionally productive in sales. Emerson has been mix- ing folk mus'c and hard-sell successfully for 22 years on top-ranking stations. Sonards. WMCI program director, doubles into news- casting and special announcing assignments. Ai T II R RAILS ETWORK promotes sales on These are the people who make it easy to buy Air Trails Stations ▲ Jo/iii Vattisnn (Pat) Williams i pri sidi ai <•! 'in Air Trails ii / \,,. m m . WIZE and WCMI. presidt ni of thi Ohio I n of . rs : l t "' ars with I i Trails Vei Alexander Buehan. administralivi assistant of Hi- An- Trails VettcorTc. Former general mam 1FEOL, Elyria, <>. and WCCC, Hartford; l'I yea WING WCOL WIZE WCH Charles Reeder Station manager; 18 years with WING; for- mer manager of WCOL; famous musician in the Miami Valley area Jack Wymer Assistant station man- ager; 25 years with WING; ranked as best commercial announcer in Southern Ohio George Lenning 31 years with WING as account executive; ex- perience makes him au- thority on how to build sales in Dayton market Kay Marsh Acting station manager; formerly with WRFD, Worthington, and sta- tions in Worcester and Marion; WCOL 2 yrs. Don Kirk Carries title of program director but fills such other berths as early morning newscaster and special-events man Jack Duly Has been with WCOL 15 years as local sales rep.; took charge of WCOL's national sales two years ago l/r.<. I irginia lira net i Manager; four years at WING where she de- veloped into ace ac- count executive; in pro- gramming with WSAl Hob Kice Acct. executive whose 30 yrs. in show biz, radio gives him flair for injecting showman- ship in local campaigns I. in (Gaston WIZE account executive I I years; knows how to plan local campaign so advertisers get maxi- mum effectiveness W. K. (Dick) Martin Acting manager; in ra- dio this area 14 years, selling, promotion, play- by-play broadcasting all types of sports events Michael S/o(fW Account executive: long and varied air sales ca- reer; in area 14 years and has been on WCMI staff for nine years Ted hail) inann Account executive with WCMI four years; air sales generally seven years; Ashland Oil ont of his major accounts To buy Air Trails Network Stations write, wire or phone collect tny H-R Representatives "// ICC NEW YORK • CHICAGO • LOS ANGELES • SAN FRANCISCO Tlil. prrienU' rtpind hi lit entirely by BPONSOB PRESENTS B I tot II" Mr 'i Pat Williams or WING 121 N. MAIN STREET. DAYTON. OHIO HEMLOCK 3773 *» He knows the score! Even Paul Bunyan, who excelled at all sports, would be baffled by the complexities of modern football, as it's played today in the Big Ten. Not so wcco radio's ace sportscaster, Dick Enroth, one of the sports giants of the Northwest. With more than 17 years of sportscasting to his credit, Enroth knows the score so well he's acknowledged to be the top play-by-play broadcaster in the entire Northwest. He calls the plays for WCCO radio at the biggest events of the year— the biggest being U. of Minnesota football. And what happens? With at least four other Twin Cities stations carrying these games at the same time, the score- board shows that wcco commands a bigger audience year after year than all the other- stations combined. Enroth's nightly sports roundup reaches 194,730 Northwest homes a week — delivering 1.2 million listener impressions every week! Advertisers who know the score will let Dick Enroth carry the ball for them in the Northwest this Fall and Winter. Altho' his football broadcasts are all sponsored, participations are still available in his evening show. Call or wire WCCO RADIO Minneapolis-St. Paid The Northwest's 50,000-watt Giant Represented by CBS Radio Spot Sales MORE FIRSTS FOR WLAC'S ESSO REPORTER Nashville station pioneered in electron coverage 25 years ago. Still leads the field. \€»ir developments on SPONSOR, stories 9:80 PM, SENATOR ESTES KE- FAUVER, in his headquarters in the Maxwell House, came to WI.AC's Esso Reporter first to broadcast his' (2 to 1) victory message. 10:30 PM, CONGRESSMAN J. PERCY PRIEST discussed his land- slide win with F. C. Sowell, WLAC's general manager, a prac- tice the two have observed for 14 years. The popular Tennessee Congressman always makes WLAC his first port of call. 1135 PM, GOVERNOR FRANK G. CLEMENT made the first acknowl- edgment of his overwhelming vic- tory to listeners tuned to WLAC. As always. Your Esso Reporter was "read; ." When it's LEADERSHIP that's wanted, cither in public relations or advertising, most people turn to . . . WLAC Rroadcailing Service of Life and Casualty .. 7/1 in rttn t * L OHMNIIIU «/ - A 'J" ■ GuiHord Dudley. Jr . President Horn* OHiCe Naihville, Tennetver SUGAR S CRTCD , The Storecaster urn ^mmmmmmimmmimmSSSSS\ hich looks like an ornamental lamp, houses an fm receiver Storecasting stains and development! 13 Jul? 1953, page 136 Sullied: Storecasi Corp. of imeriea debut- "music lantern"" Storecasi Corp. of America, a super market advertising-mei dising system which claims lo have sold more commercial fm during the past seven years than all other sponsors combined, ex| to double its sale? within the next year. Major reason for tin peered growth is a music lantern de\ ice affixed to the top of a counter. The innovation, called The Storecaster, serves several purposes It broadcasts fm music and announcements to the shoppers point-of-sale display medium: it can serve as a section marker; I be used to illuminate the store during and after store hours. The Storecaster was developed onl\ a few months ago but al is in or contracted to be installed in super markets of First \ i Stores, American Stores Co.. Dilbert's, D'Agostino Brother-. S well, Roulston and Champagne Markets. Storecast Corp. plan- I up The Storecaster in connection with its current in-store broa< operations in New York, Southern New England. Philadelphia Chicago. * * * Sec: "T> ups sales S2 mil'ion in 2 for Chicago sport- store" ISSUC: 1° November 1953. page 42 Subject: Mages Store- for Sport put- hm ihird- of budget in tv The Midwest's largest sporting goods retailer. Mag - 5l Sport, increases the number of its stores as its business incr. And since using television for its dominant advertising effort. M has increased the number of stores from two i in 1951 i to six, New esl store, which opened a few weeks ago on Chicago's V Street, followed b) less than two months opening of it- first - urban store in Berw) q, 111. The Mage- sales volume last year was >."> million, and it- tola advertising budgel was $300,000. \bout S200.000 went into t< -ion. The 1953 ad budget was 50ri greater than 1952's, and 1954 figure is higher than last year's. Mage-" television advertising is different from main sports ers. In-lead of using sports programs, which appeal mainl) ti male members of the audience, ii seeks shows which have broad il\ viewersnip. 36 SPONSOR _ T ILLIE VISIOH n the land of Milk and Honey ! Only Full Time Operation in 100 mile radius. Interconnected CBS, ABC, Dumont, for 55 counties. Yep! bigger'n Baltimore! HAYDN R. EVANS, Gen. Mgr. • REP: WEED TELEVISION i SEPTEMBER 1954 37 aWJAR-TV ff SUNDAY SUPPLEMENT STARTING SEPTEMBER 19TH! J! A NEW CONCEPT IN PROGRAMMING For the first time anywhere, a 2 hour program integra- ting morning devotion and family entertainment. SUNDAY MAGAZINE SUPPLEMENTS Articles of interest selected from leading Sunda\ Mipplements such as the Chicago Tribune, Washing- ton Star, Philadelphia Inquirer, Buffalo Courier, Cleveland Plain Dealer and many, many more. PIPSQUEAK PARADE Talented voungsters perform. Cartoons and Westerns, too! it Starring Betty Adams known to thousands of WJAR-TV^ viewers for over 2 v*of«! NEWS AND WEATHER The latest news plus weather reports for Sunday drivers and sports enthusiasts. RELIGION Sunday morning devotions, inspirational mes- sages. Bible stories for the entire family. GUESTS the People who make the Sunday Supplement news. TIME PERIOD 10 a.m. to 12:00 noon starting September 19th. COST One minute slide, live or film participation $65.00. National Sales Representatives— WEED Television • NBC Basic • ABC— Dumont-Supplementary 38 SPONSOR 6 SEPTEMBER 1954 BIG REASONS FOR THIS YEAR'S TV COST JUMP 1. 2. 3. 4. Color "spectaculars" mi NBC TV, extravaganzas of Chrysler and Westinghouse cm CBS TV have boosted price of top variety, dramatic talent sky-high as result of competitive bidding. Other slums boosl budgets in keep pace with big audience pull of the spectaculars ABC TV's nighttime lineup this t';ill is providing strong competition .■is sponsors cm that tv web spend more in attempt to hue audiences away from other three networks. Again, this triggers off cycle of lug spending by rivals on the NBC .'111(1 CBS television networks Many shows thai used to lie on everj week are u i >|>inj^ budgets and reducing the number of times aired to thrice-monthly or alternate weeks. Sponsors, too, are splitting costs with COSponsorship, lipping prices of theii' t\ segments but holding down tidal television costs Network Lineups at night on three biggest webs will he consider- ably longer this season. Some sponsors are upping show budgets, feeling that by spreading costs on longer lineup they are holding to the same cost per 1 ,000 or are increasing net costs only slightlj Tv show costs: why they went through the roof Networks, sponsors are waging a major battle for viewers #f network t\ production costs were considered high in past seasons, this \ear they've gone through the roof. Milton Berle, traditionally an exam- )le of high cost in tv. will cost $80,000 i week this fall — a 14% increase. Red Buttons, which last season cost kmeral Foods $22,000 weekly for pro- iuction on CBS TV, will cost Pontiac 530,000 — an increase of 37% — on NBC TV, excluding time costs. Danger, long an example of medium- )riced show production, will cost its dternating sponsors $14,000 weekly his year — up 40% from last year. Colgate Comedy Hour will go up nore than 14% this season. The hour- ong show now costs $80,000. Jo Stafford, a quarter-hour musical, vill be up 20% to a new level of $12.- KK) per telecast. You Are There is jumping 11' < to a new cost of $24,000. Honestly Celeste, which Bristol- Myers is substituting for Man Behind the Badge, will cost 85% more than the previous B-M show in the same time period. Toast of the Town, longest-running variety show in network tv, will cost $32,500 weekly— up 9(/< over last year's figure. These aren't isolated cost jumps. A sponsor survey of network tv reveals the average nighttime program will — #^3**^^^ V cost 25% more this \ear than last. ( The increase spread over both day and night programing is less, but is at least 10% or more, excluding time.) These average increases don't in- clude the "spectaculars"' since they were not on the air last season in any great number. Spectaculars on NBC TV will cost about $300,000 each of which two-thirds is program cost. What's behind the present upward trend of network tv production costs when last year they seemed to be level- ing off? Are these high costs neces- ^-*h~*» ***^±^***»z££?"jZ £*> HIGHEST-PRICED SHOW ( ALL TYPES > $200,000 apiece HIGHEST PRICED WEEKLY SHOW I $72,000 '.5»i& LOWEST-PRICED WEEKLY SHOW $1,500 AVERAGE PRICE OF ONE-HOUR DRAMA $35,000 AVERAGE PRICE OF HALF-HOUR SITUATION COMEDY $26,000 AVERAGE PRICE OF HALF-HOUR DRAMA $21,500 AVERAGE PRICE OF WEEKLY HALF HOUR QUIZ OR GIVEAWAY SHOW $11,300 AVERAGE WEEKLY PRICE OF DAYTIME SERIALS -.ii \ .' \\ ill the) reduce the efficiencj ol h as an ail\ ertising medium? \n analysis of .ill network t\ pro- gram costs, as compiled l>\ sponsor, helps provide Bome "f the answers. (sponsor's < hin t ol network i\ -how costs this I. ill -tail- .hi page nt right.) Foui main tides are sweeping show • ..-i- upward : 1. Coloi ami the "spectaculars"'. NBC I \ is speai heading the drive t" get color ~ci gales 'ill the ground and > olor u into advei i isei - air plan-. I o do this NBC T\ i- -iii\iiij for excite- ment through tremendous investments in showmanship. So far the spectacu- lars are having a Btrong effecl in push- ing i j | j : i a i tin- i*i i< •■ "I top-name \ a- rietj talent as competition between the spectaculars and the regular varietj -hows sharpens; (b) the price of neighboring or competing t\ shows which are forced tu\ iiij a portion of a show. In the case ol network-controlled packages like Danger, sponsors will compromise with rising production costs b) drop- ping back to alternate-week or cospon- sorship, rather than drop out. f. "Cost-per-lfiOO" buying: Night- time station lineup- on the three Larg- est i\ network- will be considerabl) longer this year. Where total hud- costs jet i- not of primar) importance, tv network clients tend toda\ to spend more on a tv show. Their reasoning: The) an- holding the line on cost-per- 1,000 b) -pleading the show on a larg- er weh and attracting bigger audiei The trouble, of course, i- that the small- er market- often represent higher cost- per-1,000 than the larger cities with their greater concentration of Bets. These four pressures, and various combinations of them, explain most of the cost jumps this fall in network t\ although normal increases in talent contracts are also a factor. But the fact remains that, whatever the reason for the increases, the net- work t\ advertiser this season ha- lit- tle choice but to go along. The ma- jority of clients are on a mem round and dare not let go. \- a J. Walter Thompson agency. man put it to SPONSOR: "Tv's sales impact has become bo in- tegral to selling a nationally adver- tised product in the I . S. and In -till at so much of a premium, few advertisers will even dream of pulling out. There are too man) other- willing to take the vacanc) even if it n spending more mone) . It i- thi- precise situation which gives the network- the opportunit) to package and sell show- with in< p price tags and to insist on high-gi shows in their lineup-, i on can t air ;>. -how which smell- like low ratir the middle of a costlv lineup on Nl'.i or CBS TV this fall. The networks sist that time -lots are their own valu- able propertv and that the advi must not devalue a time period with a show that will lose audience for an en- tire evening block. It i- this philosoph) which further explains the in increase in cost of Danger, for example, which used t' run back-to-back with Suspense. It - understood that CBS TV lowered the boom on this pair of -how-, claiming the\ weren't strong enough to n the tough Tuesdav night compel on NBC and \B( TV. Result: S pense jot the axe. Danger moved into the Suspense spot at a higher price and Life with Father moved into the old Danger -pot. also at a price hike. \t NBC T\ . some of the network pressure to fall in line with its -how'" thinking has been even >lrong- er. 1 . S. Tobacco's Martin Kan. bounced from NBC TV's Thur<«la\- nighl lineup to make room for the firs! I Please turn to page I ('2 i SPONSOR $9,350 y~-~—~.~ _ • 'hail lists 011I3 sponsored jnetwork television shows, does nor include participation programs. COSTS: All figures refer to average woekh show costs, cover talent and product ion onl.v. Tlie.v do not include commercials or time charges. Costs are gross (includi agency commission) to the client. SYMBOLS: *Show is on three out if four weeks in same time slot as spectacular. '^Includes price of tape of frv show used on radio. {Simulcast. ^Daytime show with same title as evening show. Costs appear in network t\ comparagraph every other issue. C4.W Super Circut s 1 0.000 Children's 1 hr. 1 wk Killrgq Mars Leo Burnett T-Men s 1 0.000 Mystery- documentary 30 min. 1 wk Chevrolet Campbell-Ewald Twenty Question* SI 0.800 Quiz panel 30 min. 1 wk Florida Citrus Comm JWT I .S. Steel Hour 835,000 Drama 30 min. 1 wk US Ste.l BBDO 1 oiee of Firestone $18.0001: Musical 30 min. 1 wk Firestone Tire & Rubber Sweeney &. James Walter WincheU S 1 7.500 News 15 min. 1 wk Gruen Watch. Amenran Safety Razor Me-E Washington Redskins $18,000 Sports Variety 1 wk American Oil Katz Yon tsked For It S 1 1 ,500 Quiz 30 min. l/wk Sklppy Peanut Butter Guild. Basrom K B~- CBS TV sponsored shows PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Abbott & Costello $0,000 Comedy 30 min. 1 wk Campbell Soup Leo Burnett Art Linkletter's House Party 820,000 Aud. partie. 30 min. 5 wk Lever Bros.. Plllsbury Mills. Kel- logg. Hawaiian Pineapple Co. BBOO. Leo Burnett Lee 6 Ayer Marker Hill's Cartoons 84,000 Children's 15 min. 2/wk General Mills Esty Beat the Clock $11,000 Aud. partie. 30 min. 1 wk Sylvania Electric Cecil A. Presbrey Big Payoff s«».;iOO Aud. partie. 30 min. 3 wk Colgate Esty lllue Ribbon Routs* 830,000 Boxing Duration ot fight 3 wks'mo Pabst Brewing Warwick & Legler Rrighter Day 80,500 Soao opera 15 min. 5 wk Procter A. Gamble YiR $28,000 "Medic," Dow Chemical sponsored alternate for part of Monday NBC TV spectaculars, is new, well-produced show $40,000 "Durante" and "O Connor" half-hour shows will e * with portion of Saturday-night spectaculars fbl ' ),000 "Secret Storm" is typical of newest crop of tv soap operas. Cost of show is four times that of radio serials $15,000 "Morgan Beatty" is new tv version across-the-board on Du Mont of long-time Alka-Seltzer radio newscast CBS TV sponsored shows ( continued ) PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Burns & Allen 824.000 Situation comedy 30 rain. l/wk Carnation Co.. B. F. Goodrich Erwin. Wasey. BBDO Captain Midnight SI 0.000 Children's adventure 30 min 1 wk Wander Co.. General Mills Tatham-Laird Climax* 850.000 Drama 1 hr. 3 wks mo Chrysler Corp. Mc-E Contest Carnival S5.500 Qui; 30 min. l/wk Quaker Oats Bryan Houston Danger $14,000 Mystery detection 30 min. 1, wk Nash- Kelvinator. Block Drug Geyer. Cecil & Presbrey December Bride 828.000 Situation comedy 30 min. 1 wk General Foods B&B Doug Edtcards News $22,500 News 15 min. 5 wk Whitehall Pharmacal. Amer. To- bacco. Avco Manufacturing. Pharmaceuticals SSCB. SSCB, Earl Ludgin. K letter Father Knows Best 830.000 Situation comedy 30 min. 1 wk P. Lorillard YAR Four Star Playhouse $25,000 Drama 30 min. 1 wk Parker Pen. Singer Sewing Ma- chine JWT. YS.R Cene Autry S28.000 Western 30 min. 1 wk Wrigley Gum R&R GE Theatre Various** Drama 30 min. 1 wk General Electric BBDO Godfrey's Friends 845.000 Variety 1 hr. 1, wk Toni. Pillsbury. General Motors Weiss & Geller. Leo Burner!. FC&B Godfrey's Talent Scouts 820.000 Musical-variety 30 min. 1 wk Thos. J. Lipton Y&R Guiding Light 810.000 Soap opera 15 min. 5 wk Procter & Gamble Compton Halls of Ivy $51,000 Situation comedy 30 min. 1 wk International Harvester. National Biscuit Co. Leo Burnett. Mc-E Honestly Celeste $20,000 Situation comedy 30 min. l/wk Bristol-Myers Dohcrty. Clifford. Steers & Shen- fleld I Lore Lucy $35,000 Situation comedy 30 min. 1 wk Philip Morris Biow I've Got a Secret 810.000 Panel-quiz 30 min. 1 wk R. J. Reynolds Esty Jack Benny 855.000 Comedy-variety 30 min. ait wks American Tobacco BBDO Jackie Gleason $72,000 Comedy 1 hr. 1 wk Schick. Nestle. Sheaffer Pen Kudr.cr. Bryan Houston. Russel Seeds Jane Froman $11,000 Musical 15 min. 1 wk General Electric BBDO Jo Stafford 812.000 Musical 15 min. 1 wk Gold Seal Campbell-Mithun Lassie 827.000 Drama 30 min. 1 wk Campbell Soup BBDO Theatre'' includes fmn siiuial hcliday show; bs Fred SEPTEMBER 1954 Listing continues on path 82) Waring al $32 teli; l. film shows, $30-40,000 each; 2 livi 827.001 each 43 Where does network radio oo from here? SI'OIX'SOK asked c|ucsiienK like* this «» i key iiriworK executives. Their answers iiifliciilc all possibilities, even for r.-iilir.-tl changes, are In'iiii: evaluated tppointment <»/ a special \H( Radio I {filiates Committee to make a search- ing stud1) of ever) aspect of network operation underlines the degree to which the industry ;\ engaged in reevaluation of network radio. Committee was formed just after completion oj article starting nt right. tmong the topics committee may explore. SPONSOR learned, are some of these article « o\ ers. t ommillee lot million a ns announced l>\ Robert I). Swezey, M DSl . Vew Orleans. chairman executive committee oj SBC Radio affiliates. [See sponsor Report, page 1 . i p^/h.'ir i- network radio headed'/ Will the radio networks of two or three years heme be radicall) differ- ent from the networks as the) are toda) '/ These are some ol the longer-range questions admen ha\e been asking as they've watched network hillings de- cline and signs of affiliate dissatisfac- tion mount. To try and piece together some of the answers, sponsor has been holding a series of conversations with top-lev- el executives at the four radio net- work-. Given the opportunity to speak freeh without identification, network executive:- discussed these theories about network radios future: I. The theor) that network radio ma) become a pro-ram service, selling shows on tape t" stations instead of t<> advertisers. 2. The theors that network radio ma) become a program service hut re- tain the use of telephone lines for transmission of -how- to stations. 3. The theor) t hat network radio ma) eventuall) be programed with the sound tracks of television shows or with simulcasts. Speculative stories hinting at tl and other eventualities have appeared in the trade press in recent month-. Here, -horn ol rumor and innuendo. are the frank observations of men who are shaping policy. The point -hould be made at the outset, however, that while network olhrials have looked in- to the future the) are putting the em- phasis in their day-to-dav operation! on -elling network radio. Mon - sales to new client-. ;u< the objective for today. It is the first two theories which sponsor's sources regard as worth) of immediate discussion. Theory I: Both network executn.-- and affiliates have expressed in t • in at least exploring a new form of network radio in which the network would act as a supplier of progranun^; which stations could then sell to local or national spot advertisers without network aid. The most radical version ol this form of operation would abolish net- work lines. The network- would put their shows on tape and mail them t" stations. Actually the network- would not he networks at all in the class sense; and the) wouldn't be network- in an) sense unles- the) retained - form of option time and sold onl\ t" '"affiliates" of their program service. If there were no option time and no "affiliates." the radio networks would Musterole is new ABC client for weekend news with Milton Cross (shown below) Nighttime strips like Amos n' Andy on CBS are gaining favor with programers Part of new MBS Madeleine Carroll show may be turned over to stations to sell 44 SPONSOR Big emphasis at radio networks is still on selling rather than nttlieal polieg ehangi's Network executives feel immediate salvation of economic woes will have to come from attraction of new clients rather than changes in mode of operation — though they don't rule out evolution. One of new clients on NBC Radio this fall is Nutrilite, vitamin and mineral brand. It's never used network before, is going all out to arouse the trade now that it's bought Dennis Day show. Mailing pieces sell concept of network radio to the trade, stressing set saturation, mass audience. Nets feel that if they can convince clients net radio offers fhem important merchandising excitement values plus low-cost circulation they'll have big part of their problem solved. IN rACl. » HtW KADIO 1 1 1 I « PORCMAStO [VEX JVi SECONDS! then become syndicators or. to bring the comparison closer to home, like the syndicated film divisions of their sister networks. At this point it should be made clear that the fact such an eventuality has been explored is no indication that the networks are sympathetic toward the idea. They are not. But going to the extreme of a taped program serv- ice has been considered in some net- work circles because: 1. It was felt that all possible paths -hould be explored in the effort to malyze the situation honestly and re- norselessly. 2. If the networks are to cut back >n their use of telephone lines at all, hey can't go half-way. The networks >ay fixed fees ranging from $2 to $3 nillions annually for telephone lines. I his is a flat rate paid no matter how nany hours the lines are used weekly, t isn't economically practicable, the letworks believe, for them to use the ines less and pay less. The reasons : As long as the lines are looked up they involve fixed overhead or AT&T. They are high-quality lines, specially balanced for music and oth- radio needs. The phone company an't use them for its other services, o it boils down to the fact that if le networks were to abandon part of leir line programing, at night for ex- mple, it would be no saving; going hole hog would be necessary if over- RADIO ,6^^::.':"--"-:'Vi" how£ ,N A1 head were to be cut through elimina- tion of lines. But these are the drawbacks the net- works found in this radical departure: 1. It's felt that the program service field is already well served and that the syndicators already in the field have a big competitive edge. The webs might only be jumping from the frying pan into the fire. 2. While tape sounds economical it's believed that it would be more expen- sive than lines unless the tapes were constantly erased and re-used. For these and other reasons reten- Network execs evaluated these radical eventualities • Possibility of net radio becoming a service which sells programs on tape to stations not to advertisers. • Possibility of net radio becoming a program service, yet retaining network lines; the "AP approach." • Possibility of programing net ra- dio with sound tracks of television shows or simulcasts of programs. lion of network lines, whatever form net operation lakes, is considered the more logical course. Theory 2: A less drastic way to set up a program service would retain the use of telephone lines but with net- works selling all their programs to af- filiates for a fixed price per program. Stations would then sell the shows lo- cally. This is commonly referred to as an "AP (Associated Press) service." Phis phrase recurred again and again in sponsor's talks with the networks. Here's how one important network executive explains it: "It seems to me that the best pro- graming can be done nationally and the best selling can be done locallv. Increasing spot radio and local radio sales bear out the latter contention. If this is so, then perhaps some kind of AP service will one day turn out to be the answer. If radio is assuming a newspaper pattern, then maybe we should go all the way . Just as the AP provides news from a central source by teletype as it occurs, so can radio provide programing from a central source via telephone lines. Just as ad- vertisers buy newspapers locallv, ex- cept for supplements, so can advertis- ( Please turn to page 112) SEPTEMBER 1954 45 GREEN MAKES IT YELLOW Maybe you've of ten wondered why butter has a deep yellow color at this season. Well, in the Spring, cows start eating luscious green grass which, through a miracle of nature, gives the butter a ™™*£\™ color - and a very rich flavor. Our Hotel Bar Butter is especially delicious and I hope you'll do me - and yourself - a favor by buying some. It's really grand. ^# _ ,n. Butr.r Mar today ask for FARM FRESH . . . HOTEL BAR BUTTER lliiirl Bar teas rrH-ran nru-spuaor ailverllser. Copy was even written by company's board chairman. Albert Lowenfels (below). Last January firm decided it could make radio fit their sales needs by airing all announcements on Wednesday and Thursday WotC Hotel Bar Spend* 950,000 a year ill radio. It merchandises heavy cam- paign to grocers with flyer (below). Ingenious coupling of 5-second butter I.D.'s with 20- second margarine announcements bolsters margarine brand, increases listener remembrance 1 L, I I oii» a print advertiser. | gjotel Bar Food- is an old-time print advertiser, one of those accounts thai seems wedded to small-space news- paper ads. Foi eight years the ownei of the compan) even wrote his own copy, signing it \.I... the batter man i see cuts al left I . But late last year Hotel Bar, which has a reputation for innovation among \ru ^ ork creameries, derided to tn radio. I0da\ it - spending at the rate of S50,000 a year for announcements in the New ^ ork market, more than it ever spent in newspapers. The results? "After we started oui fir-t 13-week campaign over WCBS earl) in 1954, sales hit an all-time high." That's a quote from A.I... the butter man. otherwise known as Albert Low- enfels. chairman of the hoard of Ho- tel Bar Poods. Hotel Bar represents several trend- in radio advertising today. The corn- pan] i-: 1. One of the many clients, partM*- ularl) food accounts, who have recent- l\ discovered they can use radio in- stead of relying solel) on newspaper shopping pa§ 2. One of the "\ertical saturation" sponsors who've been coming int< dio. Hotel Bar hunches up it* an- nouncement- on heaw shopping days instead of spreading itself thin over a whole week. 'I his is the pattern de- partment stores and others are turning to in order to make radio fit their sales needs. 3. One ol the clients who use an- nouncements as -Itoit as eight word- in length. These are the radio adapta- tions of television I.I), s which ! been used increasing!) of late. \t the same time Hotel Bar is dif- ferent from practical!) am client \ou 's lor Bardahl Manufactur- ing Corp. of Seattle, Wash. This maker of a gasoline and motor oil additive has a hunch of roughnecks called '"Blar\ i- true. . . . ■ musical theme < It was 9:37 p.m. in August 1952. Two hlack cars pulled up in front of Seattle's Rathskeller. Three men got out of the cars and rushed in. The\ were after the facts. Inside the res- taurant they picked a corner tahle and huddled over Rainier beer and Sauer- braten. The men were John Haydon. Bardahl's advertising manager: Cerald Tv commercials became so popular that kids like those below use names of Bardahl villains Hoeck, Bardahl a e at Wallace Ma< - ka\ Co.: Marlow Hartung. art dire, toi of the agency. "We want more tv," Haydon de- manded. Hoeck spread paper roughs of tv ideas on the tahle between the kna< k- wurst and the knoedels. 'Were tr\ing to hit men." he rasped. "Men are hot on tv who-dunnits, Hartung whispered. "Why not do a take-off on a typical tv mysterv film?" \o one an>wered. They couldn't M an) reason why the job couldn't be pulled olT. \nd that's how the scheme for Bardahl's t\ "crime" commercials was hatched. That same night these men finished the stoi\ outlines and rough dial) for tin tii — t three announcements. The next da\ the whole agenc) got on the job and produced the storyboards which were then animated and filmed l'\ Ka\ I 'at in Studios in Ilollwvood. 48 SPONSOR I I i!"ililliiiiiiiiiililliir>ii;.:;:;>i . !;■ i i! •■ii'11 ." ; ■ iillllllllllljllll Authentic touches like dramatic music and sounds were added by Bill Bates of Spots, Inc. in Hollywood. The en- tire production cost per minute an- nouncement was $3,000. Each tv announcement features the four car gangsters: "Blacky' Carbon, "Sticky" Valves, "Gummy" Rings and "Dirty"' Sludge. Hero of each animat- ed cartoon, of course, is Bardahl the detective, who arrives on the scene fulh armed with a can of Bardahl in his shoulder holster. With Bardahl gas and oil additive he then eliminates the four disturbers of engine peace. Bardahl executives figured they had a pretty dramatic commercial and de- cided to sneak-preview it in Hollywood style. When the first work print was ready in January 1953, Ole Bardahl. president of the firm, and Haydon flew to St. Louis to meet Fuchs. whose com- pany is distributor for 28 Midwestern states, and Frank Gerardot. Fuchs' ad manager. Gerardot placed the com- mercial on KSD-TV, St. Louis, at mid- night, and that night the four men sat tensely in a crowded bar to watch the reaction. When Bates" theme music boomed into the bar the fun began. Says Havdon: "The place grew ab- solutely silent. Even head, and for 6 SEPTEMBER 1954 some it was a real effort, lifted to watch the screen. When the commer- cial was over, men at the bar picked up the gag lines and music. They even treated some jokes — manv not print- able. But one thing was sure: The) remembered Bardahl!'" Professional judgment of the Bar- dahl commercials was equally enthusi- astic. For the original series ol car- toon commercials Bardahl won tin- New York Art Directors Club Gold Medal for the best tv commercials ol l').i.'-). Other professional groups soon added llicii praise: 1 he Advertising \ssociation of the West gave Bardahl's radio commercials (adaptations of the tv approach I its top award and the Southern California Broadcasters As- sociation and the Vancouver, B. C. Ad- vertising and Sales Bureau trophy for the best commercials of the year. The minute tv films also earned the 1953 Advertising Association of the West — Hollywood Ad Club Trophy for the best commercials of the year, the 1954 Los \ngeles Art Directors Gold Medal (Please turn to page 96 1 Bardahl henchmen: (I. to r.) Marlow Hartung, art director, Wallace Mackay Co.; Ole Bardahl, president, Bardahl; Gerald Hoeclc, a e, Mackay; John Haydon. ad and sales manager, Bardahl five US. agencies 5,337-mile trip give§ SPONSOR writer elosenp look at wide rjni»r of agencies SPOKANE • / /L. | i 1 Virgil A. Warren 1 Advertising ;,- — % {; OMAH# *./ £ Bozell rfr Jacobs V I *\ DETROIT Campbell-Ewald M # DENVER irshaU Robertson ST. LOUIS , ,,„ . • Gardner Advertising Advertising * NEW YORKy/ .,,„, /*„«„ FIRST OF A SERIES \.\t issue will cover Marshall Robertson, Denver; Bozell Ac Jacobs, Omaha. Last article i sei ies in nn Gardner Advertising ; < 'ampbell-Ewald. by Keith Trantow 'fhi- summer I established a world's rex .>nl I"i contact w ith advertising agencies in different sections >>t the I iiitfd State-. I vi-ite<| agencies in five cities strung along a 5,337-mile itinerary from Spokane to the East < oast. In a week I probabty covered a wide: range ol agency t \ | u~ and sizes than anyone in advertising has evei happened to attempt before unless there - a i adio or i\ salesman some- where whose beat has taken him in five days into: • \ regional agen< \ with an estimat- ed $1,500,000 billings \ irgil \. War- ren Advertising, Spokane • \ retail agencj with K ,000 Marshal] Robertson, Denver i . • I In' home office of a Midwestern agenc) with offices in Ii2 cities and $13 million in billings I Bozell \ Jacobs, ( miaha i . • The home office of a 52-year-old agenc) with -^lo million in billings I Gardner, St. Louis I . • The home office ol an agenc) spe- cializing in automotive accounts and billing $34 million (Campbell Ewald, Detroit I. When I got back to sponsor's of- li< ' - at the (inner of Madison \venue and 19th Street ill New York, I felt a little bit like a world traveler who's seen so man) countries he can'l re- member whether the Fiji Islander- are inhabitants of the Parisian left hank or Balkan revolutionaries. Hut as I studied mv pigskin dispatch case full of note- and examined the length) questionnaires I had asked each of the agencies to till out in advance of nn trip some impressions bewail to come into focus. Hie big impression is that admen are admen. Whether thev work so near their offices thev can drive home for lunch or work in the huh of an indus- trial metropolis, thev seem to have I similarity in the pace of their think- in", their intensity as people and in the pressures thev fare. lo the man from Madison or Michi- gan V venue who yearns for a berth along Main Street where life flows bj with pastoral serenity, I'd have to say, "Sony, Hud. it doesn't exist" Mar-hall Robertson, for example. who's hip deep in Denver television and radio production for his retail clients, doesn't gel home from the -tu- ili<> till midnight four davs a week. 50 SPONSOR But there are other respects aside from the old debbil pressure in which life at the five agencies reminds you of what you run into in New York or Chicago. Take the figure befuddlement an ad- man faces in buying radio and televi- sion. Out at Virgil A. Warren in Spo- kane they told me if they accepted all the ratings thrown at them, their mar- ket would show up with a population equaling Los Angeles. And they com- plained of the difficulties thev face when Pulse and ARB ratings differ diametrically on shows. Sound like a discussion in any timebuyer's office anywhere? Of course. The similarity in problems and thinking I found at the five agencies is more striking when you consider that sponsor chose the agencies carefully for their differences in size, location and type of accounts. My survey of the agencies was part of sponsor's se- ries of articles in which members of the staff visit advertising offices to pre- pare close-up portraits. Unlike the previous two articles in the series which covered Cunningham & Walsh and BBDO, this one isn't based on a week or more of actually working at one agency and carrying out assign- ments on some of its accounts. I had time for interviews with a lot of peo- ple but couldn't actually write a piece of copy, say. I did sit in on a number of planning meetings, however, in ad- dition to the interviews. Although from my own observations I'm prepared to testify that radio and tv knowhow is not confined to a mile- long strip along the Advertising Ave- nues of the nation's two or three big- gest cities, I do have one minor reser- vation. Admen are inclined to be defensive at some of the places I trav- eled. Too many times, it seemed to me, agency people were prone to talk about being as "good as those guvs in New York." But then it's easy to see where the lack of national limelight would build up a defensive spirit. It was partially to throw attention on agencies which aren't always given the credits they deserve that SPONSOR sent me on this trip to begin with. Distance from the New York, Chi- cago and L.A. production centers doesn't mean isolation from the cross- currents of radio and television, I found. During the first hour I spent with Gardner's radio-tv director he got five phone calls from Chicago and New 6 SEPTEMBER 1954 Vital Statistics TOTAL MILES TRAVELED PEOPLE SPOKEN TO TOTAL BILLINGS OF AGENCIES VISITED $77.4 MILLION York. They were about program avail- abilities, changes in shows and even rumors. If the five agencies have one charac- teristic which sets them apart from New York agencies, it might be their enthusiastic friendliness. This isn't to say New York agencies are unfriend- ly: Their sheer size makes them seem aloof and cold. You'd probably start the day earlier than you do in New York if you worked for one of the five. The chances are your hours wouldn't be any short- er. And you might end up working more hours because much less time is needed to get lunch. Let's start now on my first day which was at Virgil Warren in Spokane. I arrived at nine, though Warren begins work at eight. Morr^ii of Spokane: I'rom hi> of- fice window Virgil A. Warren can see the Spokane River as it roars over a series of spectacular water falls less than a block away. In the distance there's a blue mountain range. And right where he can see it is the brewery of one of his largest clients, Rainier Beer. Warren must like the view — and ad- vertising. He's been in business for 32 years — all 32 in Spokane. Now he employs 23 people and his offices take up the entire second floor of the Post Building. His billings from what I could estimate are about SI. 5 million. Warren has one national account Mayflower Warehousemen's Associa- tion I long distance moving). Among his bigger local and regional accounts he has Sick's Rainier Beer, Brownie Baking Co. (cookies), Silver Loaf Baking Co. (bread), Frisbies Maple Syrup Co. Warren also handles all the radio and tv advertising for the Bon Marche-Palace, the city's second larg- est department store and a unit of Allied Stores. - The agency has 24 accounts of which 11 use both radio and and television. Three use radio only, one uses tv onlv. ''We select television for prestige. {Please turn to page 115) Discussing Mayflower Moving account are (around table, I. to r.) : Keith Oka, George Carrol, Trantow, Virgil A. Warren, Robert Coons, Bernice Wilson and John Geraghty to mmm FOR SPONSORS (oiMiil)iiK»rs mid consultants DR CHARLES ALLEN, Research Dir., Medilt School of Journal- ism, Northwestern U., Evanston, 111. JOHN W. ANDERSON, Fiher Glass Corp.. New York BILL BALLINCER, Iv Prod., CampbellEwald. New York BOB BANNER, l).r.. Fred Waring Tv Show, CBS TV, New York CEORCE M. BENSON, Dir. Sales & Research, Iv Workshop, Ford I oundation, New York RALPH S. BINC, Ralph Bing Co., Cleveland JAMES M. BOERST, Publisher, Executives Radio-Tv Service, Larchmont, N.Y. WM |. BREWER, Radio b Iv Dir., R. J. Potts, Calkins & Hol- den. Kansas City FRANK BURKE, Editor, Radio & Tv Daily, New York EDDIE DAVID, Prod.-Dii., /iv lv Programs, Los Angeles HARRY DIETER. Tv Mgr., Foote, Cone & Bclding, Chicago ORRIN E. DUNLAP JR., V.P., Radio Corp. of Amer., New York HUDSON FAUSSETT, Dir., Armstrong Theatre, NBC TV. N.Y. WM D. FISHER, V.P.. Gardner Advertising. St. Louis DON FORBES. Mgr. Studio Programs, RLAC-TV, Los Angeles MAURY FRINK, Pies „ 1 rink Film Studios, Elkart NORM CRANT, Scenic Dir., NBC TV, New York KEITH CUNTHER, Prod.-Dir., KSD-TV, Kansas City R. B. HANNA, Mgr.. \\ RGB TV, Schenectady SHERMAN K. HEADLEY, Asst. Mgr., VVCCO. Minneapolis CEORCE HEINEMANN, Dir. Iv Prog., NBC TV, Chicago BERNARD HOWARD, Academy Film Prod.. Chicago DOUC JOHNSON, Author, TV Writer, CBS TV, NBC TV, N.Y. BILL LADISH. Prod.-Dir., WDAF TV, Kansas City ROBERT L. S. LEEDY, Ust Adv. M(!r., Communications Prods. Dh . Dm Mont I abs, ( lifton, N.J. CHESTER MacCRACKEN, V.P. Radio-Tv, Dohcrty. Clifford, Steen s Sbj nfield, New York DON McCLURE, Sales Mgr., Bonded h Film Service, New York HARRY McMAHAN, V.P. Charge Radio-Tv Commercials, McCann- I i h ks'Hi. \< M York RAY MERCER, K .s Mercei Prodns., HnlUwood HOWARD NEUMANN. I\ Dir., Lowe Runkle, Oklahoma City BERNARD F OSBAHR. 1,1 TtU-Tech b Electrocin Industries, New York LEE RUWITCH. \ I' 1 Gen. Mgr. U1YJ. Miami DR. DIK TWEDT. Research Supvr., Niedham, I ouis X. Brorby, ( III! IK'l WALTER WARE. Scheldeler, Be.k b Werner. New Yoik JACK WEBB. Iv Vctor; Prod Dragnet, Marl vn Prodm., Hywd. ADRIAN WEISS. Louis Weiu s Co Loa Angeles BEULAH ZACHARY. Prod., Kukla, Fra Olli, NB< l\ Chi If j on don't know a "gobbo" from a "gobo," here's your ehanee to eateh up on i lie language of tv J[ \ou don't know a "gobbo from a "gobo, thi-> install- ment of sponsor's Tv Dictionary Handbook is for you These two common!) used words around a t\ studio an among the words defined this issue. Some of the other more colorful terms you'll find in these pages are "'idiot sheet, "ike and "in-betweem But vou'll get more than a chuckle out of reading quickh through the definitions in the Dictionary Handbook, i <>u II find yourself gaining new perspective about the main facets that make up television today. Herbert True, advertising assistant professor at Notre Dame, is the compiler of the Dictionary Handbook which appears exclusively in SPONSOR. True slaked out his claim as televisions Webster earl\. his first dictionaries having appeared in sponsor in 1950 and 1951. The newly revised and greatlv enlarged 1954 dictionary remains toda> the industry's only full-length lexicon. True told SPONSOR he was greatlv indebted to the bus] executives in the industry who helped him in gathering words and checking facts. The names of his 37 industr) contributors and consultants appear in the box at left. Trues own background was \er\ advantageous in pre* paring the Dictionary Handbook. He was an agency radio- t\ executive before joining the Notre Dame fa a reference. • Readers who wish to reserve copies o) the l\ Dic- tionary Handbook lor Sponsors ran write to SPONSOR" Services Inc.. 10 /. . J0//j St.. V«0 York 17. V. Y. 52 SPONSOR p (Continued) FOLLOW FOCUS The process of keep- ing the object in focus as the camera is moving towards, away from or paral- lel to it. For example, the camera may follow an actor as he crosses the set keeping him in focus all the while. FOLLOWING SHOT Scene where the camera moves behind moving actor. FREE PERSPECTIVE A design tech- nique to provide a feeling of depth or distance. Lines on scenery or especial- ly a backdrop which by falsely con- verging or converging much more rap- idly than normal adds to an illusion of depth. FREE RESPONSE Research technique used by Schwerin Research Corp. and others to measure the effectiveness of a tv commercial. Much like the recall tests used in measuring newspaper ads. GET HOT (1) Ad-lib musical improvi- sation. The equivalent of "Jazz it up." (2) Direction to talent to start project- ing— get into their parts. GETAWAY An offstage means of de- scent from raised flooring areas within a set. Also a passageway behind set. GHOST Unwanted image appearing in television picture usually as a result of signal reflection. ^»S FOOTAGE A term to indicate the length in feet of a piece of film. Each reel of 35 mm film contains 1,000 feet. A reel of 16 mm. film contains 400 feet. The average running time of a reel of film is 10 minutes. Sound speed 16 mm. film runs five seconds for every three feet. (See Film Information.) FORMAT General physical style or makeup of a television script; de- scribes the opening and closing pattern a certain show will follow. FRAME A motion picture term mean- ing one complete picture. The individ- ual picture on a strip of film. To form the illusion of movement, each frame passes in rapid movement through a projector. With 35 mm film, 30 frames a second are shown on the screen; with 16 mm film, 24 frames a second. With silent 16 mm film 16 frames a second were projected thus differenti- ating between silent speed (16 frames) and sound speed (24 frames). Gen- erally speaking both silent and sound film are taken today at 24 frames a second. Frame lines: Horizontal diving bands between frames of film. In Frame: So framed that the frame lines do not trespass on the image area. Out of frame: So framed that the frame lines trespass on the image area. To frame: Adjusting certain film mechanisms like the projector so the frames of film coincide with an aper- ture plate. Where this is not done, the frame lines will appear in the image area and the image will be out of frame. (See Film Information.) FRAMING Making the frames of film coincide with an aperture plate. FREEZE Actor who shows temporary paralysis of tongue or movements. Scene is held stationary on the screen for a period of time in slides. FREQUENCY The number of times each second that something appears. Tv waves, being 30 to 3,000 megacycles, change millions of times per second. FOCUS The point where the rays of light passing through a lens meet and form an image. In tv, focus is accom- plished electrically within the camera as well as with the lens which is in front of the camera tube. FOOTAGE A term to indicate the length in feet of a piece of film. Each reel of 35 mm film contains 1,000 ft. A reel of 16 mm film contains 400 feet. The average running time of a reel of film is 10 minutes. Sound speed 16 mm film runs five seconds for every three feet. G GADGET BOX Box in which the cam- eraman stores things useful in working on his apparatus; i.e., tape and tools. GAFFER The chief electrician on tv shows; one who understands the tv cameras and supervises the other elec- tronic crews. GAG A juke or comedy situation or device. "Gag show" is made up of a succession of jukes or alleged jokes. GAIN The increase in volume of sound obtained in the amplifier from which the studio engineer adjusts the sound and video portions of a tv show. GATE Camera slot behind the lens which masks the film as it passes through the gate while being exposed; projectors also have a gate. GAUZE Linen or silk placed in front of the camera lens to soften hard lines and lighting in a picture. GEN. LOCK System of interlocking sync-generators between remote and the television studio. GIMMICK (1) Particular quality, planned characteristic or quirk which sets off a commercial or program from others that resemble it. (2) Any de- vice or "angle" used as an attraction for attention. GIVE Order to actors to become more a part of their character, to get into their parts and act more convincingly. GIZMO Generic term. In tv some- thing for which a more technical defi- nition is lacking or else has been for- gotten altogether by the speaker. GLASS SHOT Shot of action in a set- ting only part of which is constructed full size, the remainder usually paint- ed or applied photographically in mini- ature on a sheet of glass suspended a short distance in front of the camera in such a position that the miniature will appear to be in the same scale as, and to merge with, the more distant full-size set seen through the clear part of the glass. Gives correct effect of depth and perspective. GOBBO Screen made of sound ab- sorbent material, placed in an extreme- ( Please turn to page 74) 7'tfi-n page for tips on best trail to show your product on tv .1 series of spicial sections is inclndiil in the Dictionary /Handbook. These special sections include: a set of tips for fh, best nay to show various products on the air (next page) ; a breakdown of the SAG scale; a description of wipes used in television; a section on special color terminology ; a descript of tv's sign language. ► ►► 6 SEPTEMBER 1954 53 SPECIAL ' EFFECTS BY PRODUCTS A special section of sponsor's Tv Dictionary/ Handbook lutomobfles Demonstration it possible. Camera level i- best when thecal i- shot with the lens level with the hood; avoid closeups from straighl ahead except for shots of fea- tures; - i 1 1 1 1 > l« - backgrounds are better; plain drapes or backgrounds also flatter the car. Woid shooting glass) finished cars; bettei effecl i- obtained by using light and medium colored cars. Stills <»j motion pictures can be effectivel) used when a car or pari of a car cannot he brought into the studio; this i- also good to show effects hi power of the automobile. Raked goods Producl identification i- important; use the wrappers for catching eye. I se of the product and human voice increases the favorable response. Poor color response of the wrappei oi product can Ik- corrected b) using photographs of tin- wrapper, or the use of dark cakes or pastries rather than white, which produces bad color effect-. In the use oi birthda) > akes, smoking candles make good effect, add drama to scene. ttvuutu aids N,,H the idea: demonstration i- most effective. In using the hair, -mall -oft lights will highlight it as will -mall amount- of l>i illiantine in the hair to create texture and natural highlights. In the Face, a simple light is usually best. Lipstick should usually be used in the normal me- dium red -hade-, not deep red. When using the hands. use -"It lights and medium color- f,,i nail polish. ti «'<»!• \ pinch ot bicarbonate of -<>da dropped in a via— ..i beer will help to produce loain; light should conic from the -ulc and from behind. Sometimes using ink or othei colors to highlighl the label will help it to photograph bettei and add contrast between label and bottle. Clothing On hue fabrics and textures, it i- best to take extreme closeups in a wide angle lens. Rough material- look best when cross lit with incandescent light. Clothing must he well lit from the fronl and the icai: it mu-t have a sharp outline or shape to -how up well. Trial and error < an determine if a li^ht or dark background i- best in connection with a specific scene. Off 1 1* 1/ p 17) f f If f * I N I he normal color- of milk and cream do not contrast enough to -how the difference. To -how up this differ- ence, add a bit ol tumeric to the milk, and put the cream back into the bottle. Cheese and butter will al-o improve in look- if a little tumeric is added. Butter look- better when mixed with some of the coloring that is used in oleomargarine. If it take- too long to whip cream on the air. add a few drops of lemon juice. I -•- of the milkman in a commercial is a good wa\ to add the human touch and setting to the commercial. Oriif/.v The use of a revolving drum and a human voice at the same time produce a fine effect for -mall items and writ- ten material. When you wish to -how large item-, j counter displa\ is good. \ druggist shown in the pi< - ture also makes an excellent -ale-man. It i- wise to tint the druggist's coat for the best effect. Florists The use of slides to -how pictures of floral displays and an announcer using the "reasons win you should - flowers" have proved verj effective. \ faint spra) of ink will tint the flower- and give them a three-dimension- al appearance if real flowers are used. Mways use -mall displays of flowers; the) should he shown in simple closeups with simple backgrounds. Whenever possible use a background that suggests the atmosphere in which the flower- are used, such a- a living room. Furniture Wood look- best under a diffused light: a frosted light will produce clear pictures of the wood. Leather and table top- -hould he sprayed with wax to kill unwanted luster; don't rub. Mirrors ami shin) metal- will look best it sprayed with a solution of epsom salts and -tale beer (two to one). Blacks and white- cause poor defi- nition and should he avoided where possible. Summer furniture can he televised, and white pieces -hould be sprayed with a light water color solution to reduce the reflected light. Lamps -hould he lit with a bulb BO stronger than 1") watts; a frosted bulb will reduo flection. Hug- and carpets -hould be < io— lit and taken in closeup 3hotS I" -how texture of material. 54 SPONSOR Furs The use of live models has proved excellent. Careful lighting is needed, hack lighting will emphasize line and hack and side lighting can he combined to show texture. Groceries Coffee and tea look hest when televised very weak; a piece of dry ice in the bottom will help keep the coffee steaming. Fruits should be so arranged that the colors which contrast on the gray scale are next to each other. Fruits with smooth skins should be shot close up and not waxed but lightly polished with a dry cloth. Meats look better when the lean parts are painted lightly with grape juice. Soaps and detergents look best when in the foam or suds form. This can be done by using soap. hot water and dry ice. Dishes in a pan also create a realistic picture. Vegetables should be treated in the same manner as fruit. Spraying them with water im- proves the highlights. These should not be displayed in great abundance and should be shot close up for best results and to achieve greater definition. Jewelry It is always best to have the jewelry worn or modeled if possible. If this is done, particular attention should be given to the wardrobe and personal appearance. Stones look best against a light gray material; diamonds look best against black. White backgrounds should be avoid- ed. Material in the background should be smooth and plain without being bunched. There should be nothing to distract from the item in the picture. Pearls will look best as will metals if there is black in the picture. Paper products Paper towels will show best if some color is added to the water so that it can be seen how fast the paper absorbs water. Coloring will add contrast to water. Real estate Pictures or models of individual pieces of propertj will help enhance the value of the property. Photographs, motion pictures will also give good effects. The use of electric signs will produce an original effect when com- mercial property is being displayed on the screen. Refrigerators It is best to treat stark white surfaces with yellow shellac and spra\ wax on the chromium 30 that il will photo- graph without too much unwanted reflection. Ice tra\^ provide an article in which everyone is interested; dem- onstration here will add life to the commercial. Show- ing the way the shelves are arranged and how they can accommodate many objects is also a good selling and dem- onstrating point; opening, closing drawers adds interest. Shoes Shoes look best when displayed on nice looking feet and standing on a hard surface. Black pumps next to a blonde table, or on linoleum or glass also make for good results. The use of moving displays such as turntables will add movement and create interest in an otherwise static display. The camera angle should be at a level just slightly above the sole of the shoe; 90 mm lens is good for this shot. Shots from a toe-on position will create an unflattering effect, elongating the foot. Stlrertccire Use dark backgrounds for silverware; smooth surfaces cause flares; rough material emphasizes texture contrast in your picture and emphasizes silver highlights. Stoves Stoves should be painted with clear shellac mixed with canary-yellow pigment for good photography. Chromium should be sprayed with clear liquid wax to kill trouble- some glare. It is good sales psychology to display stoves with food cooking. Dry ice can help stimulate the boil- ing or cooking effect, adds realism to scene. Television sets The appeal of 1 1 1 picture quality and size. (2i ease of tuning and (3) attractiveness are most effective in good commercials. Showing pictures on the set is most effec- tive. This can be done with a slide and back lighting. Animated silhouettes are also very effective. The same treatment should be given to the cabinet as for furniture to obtain the best view of the wood texture. Draperies of rough soft cloth provide a nice background. Wines Red wines look best when lighted from close behind with a frosted incandescent light. Fairly light back- grounds are usually best. White wines do not need close back lighting, but a frosted incandescent spot from above and one to one side will fill the bill in most cases. Backgrounds can be either dark or light for light wines. If labels don't register, photostatic copies made under controlled conditions will work nicely in their place. 6 SEPTEMBER 1954 55 Spot radio's creative salesmen Selling is hasod more and more on hard digging' lor specific* marketing facts. Here are four examples of how radio reps are selling' today J be hero "I Death oj <> Salesman kepi Baying thai selling is onlj a mat- ter ol "a smile ;ml digging deep for facts, nol onlj about radio but about clienl marketing problems ami competitive media as well. Several factors have brought the ■ reative approach to the fore. • Maintaining the level ol ~p<>t ra- dio spending and increasing it — re- quires hard competition against othei media. It'- a matter ol Belling to gel radio's share of the budgel as well as selling one station against another. • Years of development of the radio representative Bystem have brought more maturitj into selling. Of course everyday sales activits doesn't involve use of full-dress pres- entations and reams of statistics. It's when one or the other or the reps puts together a -(><*< ial presentation that you can see the trend shape up. To -how you how creative spot radio salesmanship works today sponsor has chosen f"Hr presentations— each typi- cal of a certain approach. One. h\ Free \ Peters, is a pitch for the medium itself. This presentation carefully suggests a concrete, new and merchandisable way for advertisers to use spot radio. The second, by CBS Radio Spot Sales, is based on the rep's research Selling an idea: ilu- use <>i a musical commercial which can he varied with the audience Free & Peters presentation soon to make rounds of admen Is example of creative selling in which an idea Is being sold. P&P suggests clients use spot radio campaign buill around a memorable musical trademark. This musical motif can lie varied with time of day message is played and ty] f audience reached. Ac- companying presentation, P&P has tape-recorded examples of musical campaigns using this approach. Among them: Atlantic Refining, Carting's beer, Camay. Shown going over new presentation below are: Jones Scovern, sales manager, pointing at symbols which represent the varying musical themes. Standing by tape recorder is Prank Woodruff, research and promotion director. Seated (1. to r.): Bob Somerville. -John Francis, Don Frost. Dan Schmidt. .lack Thompson and Bill Morrison, manager of P&P's new business department SPONSOR into a particular client's business (Lin- coln-Mercury). It starts with an anal- ysis of the client's market problems and then shows how radio fits into the advertiser's aims. The third, by Edward Petry and Co., tells the advertiser how he can reach a specialized audience, namely farmers, via spot radio. The fourth. b) NBC Spot Sale-;, starts with a particular program avail- ability and shows how this availabilit) would fulfill a specific advertising aim of the client to whom the presentation was made. Fre«« & Peters: This presentation, in the process of being completed at sponsor's presstime. is aimed at sell- ing spot radio as a merchandisable hard-sell advertising vehicle. It is ac- tually aimed primarily toward a/e, copywriters and others on the cam- paign planning level. Here's the idea Frank Woodruff. Free & Peters' research and promotion director, is getting aero--: 1. Spol radio is the only medium through which you ran reach your au- dience, individually or in the family, all da) from morning to night with a message thai i- complete!) keyed to their activity at the time. 2. Spot radio can be a highly mer- chandisable vehicle if you build a trademark in the form of a recogniza- ble musical theme. You can then \ar\ this theme according to the particular commercial message that \ou want to dramatize throughout the day or eve- ning. He cites instances of national adver- tisers who have used their musical themes in that manner. Example: Camay. And he gives tips on how this national musical trademark can be varied to suit the theme of each com- mercial message throughout the day. "The changes in commercial copy- cat! be handled in the music bv intro- ducing a different tempo oi treatment for different message^, bul retaining the 'over-all' company identification," Woodruff advises. I He's a forme] ad- man himself, having conn- ovei I" I'M' alter having heen an a < omit ex- ecutive. I The major point of the presentation is that an advertiser should con-idei his spot radio advertising as an over- all, highly merchandisable campaign rather than a series of disconnected announcements. The several variations of his musical theme from his announcements can be recorded, for example, and sent to the dealers as a promotion of goodwill among them. These records can be played at sales meetings and distribu- tor conventions to give salesmen and distributors a feeling of the national advertising effort the company is mak- ing. They can also be used for direct consumer merchandising by haxim; I Please turn to page 123 I Expanding a sehedule: the use of marketing data to show spot radio effei'tireness vs. netcspaper CBS Radio spot sales wanted to show Mercury and its agency, Kenyon & Eckhardt, how effective spot radio had been in New York market where it was used heavily. Presentation was made drawing on sales figures for Mercury in New York as compared with two markets where radio was not used heavily. Figures showed that in heavy car-buying month of April New York market showed much higher gain over previous year than other two markets. And New York is not as good a market for company as markets it was compared with. Shown with presentation below are: Henry R. Flynn, general sales manager, CBS Radio Spot Sales, New York; John Akerman, account executive, New York; Bert S. West, general sales manager, KXN and Columbia Pacific, Los Angeles ; Sherril W. Taylor, sales promotion manager, CBS Radio Spot Sales 6 SEPTEMBER 1954 57 f. \i-u- stations on uir CITY A STATE DURHAM, N. C. FARGO, N. D. MARINETTE, Wis. STOCKTON, Calif. TRAVERSE CITY, Mich VALLEY CITY, N. D. ON-AIR DATE ERP (kw)- i Visual Antenna (III--- NET AFFILIATION STNS. I ON AIR ! SETS IN MARKETt '000 1 PERMITEE 4 MANAGER WTVD 11 2 Sept. See Valley City, N. D. WMBV-TV 11 12 Sept. KOVR 13 6 Sept. WPBN-TV 7 7 Aug. KXJB-TV 4 1 Aug. 316 1,000 NBC 105 450 NBC 144 3,172 51 760 NBC 100 1,090 CBS, DuM NFA NFA 112 vhf NFA 42 vhf Durham Bcstg. Enter- prises, Inc. Harmon L. Duncan prei. 4 gen. mgr. J. Floyd Fletcher, v.p.- soc. Ernie Greup. pgm. mgr Mike Thompson, com. mgr Henry Crontn chief engineer M 4 M Bcstg. Co . William E. Ka'ker. pres Joseph D. Mackin. mc- tres. & gen. mgr Walllam R Walker. station mgr. Pat Kehoe. film dlr. Alister Alexander, chief engineer Television Oiablo Inc. H. L. Hotfman. pre». Orrln H. Brown, v.p. J. A McCullough. v.p W. W. Eltel. v.p. Midwestern Bcstg. Co Les Bledertnan. pre*. 4 gen. mgr. William H. Kiker. v.p. 4 ch'et engineer Drew McClay. sec.-treaa. R. E. Detwller. com. mgr. North Dakota Bcstg Ca. John W Boler. pres 4 gen. mgr. William L. Hurley, sis mgr. Hal Kennedy, pgm. mgr. Arvtd Johnson, prod. mgr. Robert Rldgeway. chief rngineer ncr Clark H.ln Weed T. Ii. I\ew construction permits* CITY & STATE BEAUMONT, Tex. COLUMBUS, Miss. NOTRE DAME, Ind. PORTLAND, Ore. SCOTTSBLUFF, Neb. SOUTH BEND, Ind. TAMPA, Flo. CALL LETTERS CHANNEL; NO. DATE OF GRANT ON-AIR TARGET . ERP (kw) Visual ! Antenna (ft) STATIONS ON AIR SETS IN MARKETt (000) PERMITEE & MANAGER KFDM-TV 6 WCBI-TV 4 Aug. 4 28 July 46 12 Aug. Spring '55 KLOR 12 28 July 100 537 1 5 390 0 164 500 V 316 1,015 2 12 620 10 18 Aug. 54 See Notre Dame, Ind. WFLA-TV 8 4 Aug. Feb. '55 316 1,035 0 28 uhf NFA 111 uhf 182 vhf NFA NFA Beaumont Bcstg. Corp. D. A. Cannan. pres. C. B. Locke, exec. v.p. Blrney Imrs Jr.. per- mi tee & pres. Michlana Telecasting Corp. (U. of Notre Dame) Rev Theodore H. Hes- burg. pres. Rev. Edmund P. Joyce. see.-tres. Oregon Television Inc Henry A. White, pres. S. E. Thompson, v.p. R L. Sabin. sew. FrontHT Bcstg. Ca. Robert S. McCraken. pres Tribune Co. D. T. Bryan, rhmn bd John C. Council, pres -trcs. RAO' REr- Blaif T. BOX SCORE ' N s/')/K»is mi air, ind Post-freeze c.p.'s granted [ex- Ti homes in 1 . S. i 1 Juh Honolulu and Alaska ■ 1 cluding 32 educational grants ; .li :to.7 1'.ooo 390 27 tug. '.">l i 56JM l .S. homes uith tv sets ll r/oi red 2 10 Grantees on uir 281 lul\ '54) «.1%* iverage terrain •bore (round) tlnfonniUa ipproxl ■■U ■ !>*<• ii kd NBC Bi ■iiion n-hlch Since tl pre* ii i- generally - 0N8OB lisu ..tlons In thl.- column (when .. .urn the tv «r \i \ v available at , 'This number In. lu.lrs ::r-;; ' or xrnf had Ihem ...ii. I bj i 1 I a In Pargo. N I1 i : ' [nd 58 SPONSOR This new exciting program, produced by Ken Murray is filled with drama, comedy, suspense, music, variety and the great events which set apart a special day in our history as belonging particularly to one man or one woman. The day they added one more document to American history in our century. The day that they were the talk of the world. The most amazing list of great personalities ever put on television in one series brought to you directly from their present homes through- out America. 26 HALF-HOURS. ..AVAILABLE NOW.. .for local and regional sponsorship. . . . for those sponsors and stations who want something NEW . . . REFRESHING . . .DIFFERENT . . . Call your nearest UTP office and screen Ken Murray's new television series . . . WHERE WERE YOU? home office ' HOLLYWOOD 650 NORTH BRONSON HO 9-8321 NEW YORK 444 MADISON AVENUE PL 3-4620 CHICAGO 360 NORTH MICHIGAN CE 6-0041 6 SEPTEMBER 1954 59 flank Pa.t' now rank l I l 2 | 5 9 3 1 2 .-. 8 6 0 7 8 6' » a JO JO Rank now Past* rank j 2 2 :t .** f l r, « :> 7 8 8 8 JO R° WHIP IP i\l> 11 LU LULU 1. U ntiip rf top in Chart covers half -hour syndicated film pr 'i I Top 70 shows in 10 or more markctt Period 6-72 July 1954 TITLE. SYNOICATOR. PRODUCER. SHOW TYPE J l.vd Thrvv Live*, Ziv (D) Mr. District Attorney, Ziv (A) ttailye 711, NBC Film (D) Favorite Story, Ziv (D) Liberace, Guild Films (Mu. Ciliy Detective, MCA, Revue Prod. (D) Foreign Intrigue*. JWT, Shel. Reynolds (A) Jiif C.usoii. MCA, Revue Prod. (W) Cisco Kid, Ziv (W) Racket .S«/n«rf. AGC Film, Showcase (D) Superman, Flamingo, R. Maxwell (K) Average rating 2.J.J IHM nil 17.4 I U.J ir,.ti !.»..» J. 7.. 'J J.T.J J-I.7 14.7 7-STATION MARKETS NY LA 9.7 JO. 2 kltv 8.0 MO ; DOpm knxt ; DOpm 10 :30pm 20.4 kttv 7 30pm 9.4 7 7.2 kltv 8:00pm 5.8 9.4 krop r :30pm 9.4 knxt 10 3 ji l 72.2 8.9 wnbt knbh 10:30pm 10:00pm 77.5 kabo-tv 7 :30pm 8.7 70.2 wTibt kabc-tv 6:00pm 7:00pm 5.7 7.9 wabc-ti 10:30pm 10:00prr 7 7.2 8.5 kttv 3:00pm 8:30pm 4. STATION MARKETS MpK. S. Fran. Seattle St. L. Waifi. 75.3 75.5 20.3 77.5 70.5 33.5 70.0 wgn-tv B SOpn kron tv 10:30pm ktnt-tv kad-t> 10:00pm ■ nbM 10:30pm 78.5 75.5 78.0 72.3 77.0 25.5 7.2 B SOpm kron-t. krng-tv 9 :0Opm 7 :00pm winal-tT in 30pm 75.5 75.7 20.3 26.3 20.8 i itp :\ I 00pm kplx 9 :00pm 9 :30pm 75.0 77.5 22.0 77.8 79.3 ■mbo 7:00pm klng-ti B 00pm 76.5 8.0 10 30pm 74.4 22.0 27.5 25.5 9.5 B SOpm 8:30pm kplx '.• 30pm ksd-tv 8 30pm 7 :00pm 79.3 4.4 27.0 wbkb 8:30pm 79.0 klng-tv 76.5 5.7 77.3 7.8 78.3 wli/. It 0:30pm wgn-tv : 30pm k-tp t\ kgo-tv S :00pm klng-tv 73.2 WIlllW 1030pm 72.8 mac tv '■ Mil 74.8 77.5 25.3 4:00pm klng-tv 6 :00pm ! SOpm 73.3 6.2 72.8 20.8 76.8 .nar-tv fi :30pm n likii 5 :00pm kron-tv 7:00pm 7 :00pm 70.4 wnbw B 00pm 27.3 76.8 25.3 ii in kgo-tv 9:30pm klng-tv 9:00pm 7.7 wmal-tv 10 :00pm 7.0 8.5 8.7 75.8 77.5 25.8 8.2 wjar-ti • 00pm ubkli weeo-tv 5:00pm 5:00pm 6:30pm klng-tv 6 :00pm tad tv 5:30pm : 00pm 3-STATION MAR Tl Atlanta Bait Clnt I 74.3 20( wbal-tv a 10 '.IK' in 7 73.3 24.0 77. ; 00pm wbal tv wlw- 10:30pm 9 Mrf 75.2 70.3 i: - 72.5 waga-tv 10 :30pm 9 J* I 10 >•;<■ 5.3 73.8 73 *1« a 7 :00pm wbal -tv a 7.3 75 wroar tv m 11 00pm 8J«> 70.8 7.0 ttlu-a wmar t» 5 :00pm 6 :00pm 78.2 9.3 7 waca tv wbal u 7 00pm 7:00pm 5:< 78.3 ■ 10 DOpm 75.5 77.3 •lr«l IT : rjopn : ""pin 5-i Top 70 snows in 4 to 9 markets Inner Viiitiiiiii. NBC Film (D) Lone Wolf. UTP, Gross-Krasne (D) Hearl of the City, UTP, Gross-Krasne (D) Famous Playhouse, MCA, Revue Prod. (D) Jeffrey Jones. CBS Film, L. Pc ID) Counterpoint, UTP, Bing Crosby (D) Colonel March, Official Films, Panda Prod. ID AfflOl "h" Antly. CBS Film (C) Gene Antry. CBS Film (W) Orient Express, nta. John Nasht (D) J8.0 J6.0 J.^.O ir».:t J / ... 12.0 I If, 11.8 J 1.8 J J. J 7.7 kttv 9:00pm 9.4 km B 00pm 2.0 70.2 uah.l 8:00pm 10:00pm 2.7 G :30pm 3.2 tvabc t» pm 4.5 74.5 7.4 75.4 70.3 77.8 wnbq wtrn-tv kron-tv nipm 10:30pm 4.9 usTn-tv 79.3 - 30pm 79.3 kcd-ti l pm 70.8 75.0 6:30pm 10:30pm 5.9 wtop-tv 6 30pm 4.2 24.0 0.5 7.8 vsl.kh kror tl kstm-U 1" SOpm 10:00pm 10:30pm - 6.9 «i,kh 75.0 74.0 2.0 kron-tv klng-tv kstm-tv 7 ncipm 77.3 79.8 5.3 7.2 kplx rrtTl :00pm 73.4 73.8 7.7 7 :00pm 72.3 3.3 9.0 Hi ::"pm 73.3 4.8 waca-t, umar-tf 1 pm 11 :l"ipm 9.3 ■rail n : i \l ■ WW The average rating I llvtdual market rating. ltlank . ' In tin. nmrko' 0 IS July ,-.- fairly ler In the markets In wblrli I DC In mind wt I I at all In last ehart or was in other than top I" < tJly made for tv |0 [-0 ;c M MARKETS 2-STATION MARKETS t Mil. In Phlla. 1-: n in Buffalo Charlotte Dayton New 0. 1 36.5 27.5 47.5 47.0 78.8 44.5 . r wtmj-tr 1 8:30pm wabt 8 9 i Hbftl-tV 9 :30pm VI 1)1 V 9 :00pm whio iv 8:00pm Uilsll (V 9:00pm t 28.8 8.5 36.8 26.0 36.0 . wtliM 11 1 9:30pm wptz 10:30pm wbtv 7:0 0pm wlw-d 9 :30pm wdsu-tv 7 :00pm I 7 7.0 70.4 25.3 45.5 76.3 M t wran-tv m 9 :30pm wcau-tv 7 :00pm wbrc-tv 9:00pm wbtv 9:00pm wlw-d 9 30pm 7 40.3 7.3 48.3 U wbtv 9 :30pm wlw-d 0:00pm wdsu-tv 9 :30pm 7 20.5 6.8 43.5 1 : r l ■ wabt 8:00pm whnf-tv 10:30pm wdsu-tv 9:30pm ; 73.3 . wlw-d 8:30pm rs 7 7.2 25.0 7.0 43.8 ] T wcau-tv 7 :00pm wbrc-tv 8:30pm wbuf-tv 8:00pm wdsu-tv 9:30pm 13 70.2 79.8 29.8 73.8 wptz 6 :30pm wabt 6:00pm wbtv 5 :30pm wlw-d 5:00pm S 26.5 72.2 32.0 74.3 v wtmj-tv n 4:30pm wcau-tv 7 :00pm wben-tv 7 :00pm wbtv 10:00am h 3 22.8 6.0 ' wtmj-tv a 10:00pm wfil-tv 11:15pm 1. 1 21.0 72.9 70.3 34.5 30.0 7.5 23.8 i wtmj-tv a 4:00pm wcau-tv 7:00pm wabt 6:00pm wben-tv 7:00pm wbtv 5:30pm wlw-d 6:00pm wdsu-tv 5:00pm 7 7.0 wcan-tv 7:30pm 73.0 8.7 wcan-tv wcau-tv 9:30pm 6:00pm '3 5.9 wcau-tv 5:30pm 17.0 wcan-tv • 9:30pm 46.0 wdsu-tv 9 :30pm 40.0 wdsu-tv 10:.:iipni 40.5 WdSU-tV 10.00pm 70.8 wabt 6 :30pm 70.3 wbtv 1:00pm 44.5 wdsu-tv S :30pm 34.0 wdsu-tv 6:3upm 35.5 wdsu-tv 10:00pm 28.5 wdsu-tv 6 :00pm 22.3 wabt 9:00pm 79.0 wabt 8:30pm ^^Blarket is Tulse's own. Pulse determines number by measur- SJOM are actually received by homes in the metropolitan '■i market even though s:a'.in:i itself may be outside metro- 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 knoiv 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 AmeHca, Inc, Neiv York: 477 Madison Avenue Chicago: 2710 West Summerdale Avenue Hollyivood: 6253 Hollyivood Boulevard DEPARTMENT STORE AIR CONDITIONERS SPONSO v.l N< 1 Direcl I IPS1 ii CAS1 HISTORY iftei using U KBN-Tl for tv announ emenls promoting Jam: LUMBER COMPANY TIRES I SPONSOR: Vbrahamson Lumber Co. AGENCY: Direct 1 tf>S1 II 1 VS1 rllSTORY: Since KKTl went on the mi in December L952 this firm has sponsored three weather shows. Last fall Abrahamson's promoted garages and iiu ports uitli III I Title 1 financing. Response ivas so great that for the next tm> weeks the company bought every available weathei *hou on the station. When the campaign ended ibrahamson's hud sold $26,500 in ga- rages and airports — and it's still getting inquiries. The campaign cost $400. Live commercials with a cartoon \Htnoramic strip acre used for the weather shows. KKTV, Colorado Sprii PROGRAM: KKT\ Weathei »PO\SOR: Fisk Tin- Distributor AGENCY: I' CAPSULE CASE HISTORY : In an effort to boost sal' in what was considered a slow market, the local Fisk Tir distributor decided to test a local tv program. The pr gram selected was I\ Tune Shop, seen nightly on WMFD-TI . Two one-minute participations were bough They were run on consecutive nights and consisted live demonstrations showing the advantages of Fisk 7";r. over other makes. Twenty-four sales of complete sets < tires resulted from the two \>arti.nu were shipped in from another toun and they were gon almost immediately. Still another 5,000 were shipped in again, tin-*, lasted onl\ n short while. In less than tu weeks 30,000 books were given num. h cost: $600. k!'l V Portland PROGR IM: fhi foymaki n l i 1 1 r SPONSOR: Consumers Warehouse M.,rkn VGENH 1 VPSUL1 1 VS1 HISTORY: /„ spring this spons. scheduled a promotion to sell cake mix tat 33c a l><> and evaporated milk iat 1 Ic n cam. Only one commt cial the middle one oj the sponsor's Boston Bl* i shou uus used to plug the promotion. The ru more than 7.(>(Mi packages of cake mix and 8,000 cans milk were sold $3,400 in sales at a cost oj - the single commercial. The sponsor, as a result of tl and other effective advertising, just renewed on the i lion lor another \ear. kl-\ l\. Fori Smith, \rk. PROGRAM: Boston BV / **.«< / o^* 00° "" ..v.««^V e*« tf« 6 SEPTEMBER 1954 63 THE SOUTH'S fastest Growing Market! Hie PI &U RES POPULATION 1940 88,415 1953 197,000 RETAIL SALES . 1940 $ 20,251,000 1953 ....... $184,356,000* andtiePAeTS CHEMICAL CENTER OF THE SOUTH • WORLDS MOST COMPLETE OIL CENTER • AMERICAS MOST BEAUTIFUL STATE CAPITOL • HOME OF LOUISIANA STATE UNIVER- SITY • FARTHEST INLAND DEEP WATER PORT Baton Rougeans are among the highest paid workers in the country — with the highest per capita income in Louisi- ana. To reach this rich petro- chemical market, put your message on WAFB-TV. We have, since April 1953, given Baton Rouge entertainment from all 4 networks, as well as our own first-rate local shows. To have your sales message delivered to your potential customers in this area, contact: Tom E. Gibbem Vice Pret. & Gan. Mgr. Adam J. Young, Jr., Inc. National Rapraaantative 'F.j'i H.H'/r; R. uge ParisbtSuriey uf Buying Pouer, 19)4 [Continued from page 8) It would be far better to devote your efforts and memos to the subject of gettinii account- or the better handling of pres- ent ones." The two young men coughed politely. Tln-\ were >till afraid the intruder had heard too much so they continued to listen. "I don't want to sound like Polk anna." Beauregard con- tinued. The young men brightened perceptibly. They thought he had said Polly Adler. "However, I think you'll both he on a lot safer ground if you take the point of view that inept advertising men in the offices of advertisers are the direct result of inept agem \ service. In other words, the onus i> on the agency to develop and educate the ad manager where tin- i> called for. Their skill in teaching him the difference between good and bad advertising is just as important a- their -kill in preparing that advertising." "Ye-sir." said the two men. "I'm not through yet," said Beauregard. "Before you categorically -tate that clients are dopes it might he well to review what their objectives are — and see if. perhaps, yours are the same. Also, you might pause to wonder whether you really are a better judge of what a client"- company >hould be saying. "I've seen score- of fine looking ad- and storyboardfi turned down with the simple comment "This doesn't look like us!' "A comment like that usually causes the junior account man and/or copywriters to froth at the mouth. But a- you get along you find that one of the greater services an ad manager can perform i> to preserve, in the advertising he O.K.'s. the corporate personality — to make copy, layout, film technique or whatever reflect that personality rather than run counter to it and thus destTO) it!*" "Very interesting," muttered Old Eli. "This, mind you. i> not a plea for stuff) advertising," said Beauregard. "It"- just a tip that some folks may not l« knuckleheaded as you think. \nd now goodbye and thanks for Listening." \- Beauregard walked out, Crew Cut -hook his dead. "Wonder who that old goat was?" he a-ked. "I dunno," replied hi- chum. "Maybe he work- for the Four Vs." Thru the\ went hack to their drink-. * * * 64 SPONSOR T. \. story board A column sponsored by one of the leading film producers in television S A It It A NEW YORK: 200 EAST 56TH STREET CHICACO: 16 EAST ONTARIO STREET "That's tin beaut) of Lux" is the theme oi a iievv series of commercials Ijv Sana lor "Lux Video Theatre." Close-ups ol Hollywood stars, plus demonstrations of the actual Lux Beauty Treatment visually prove that Miss Average Girl can be- come Miss Clamour Girl. High st\le photography is used throughout this series produced lor Lever Brothers Company through the |. Walter Thompson Company SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street A new series for a new product, Instant Pet Milk! Appetite appeal, economy are stressed by human interest, pep-in, and stop motion. Easy instant use is empha- sized by live photography and an animated background of tiny snow flakes. Pro- duced by Sarra for Gardner Advertising Company and their client. Pet Milk Company, SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Warm family appeal is made realistic in a new commercial for the Crane Company. Crane Radiant Baseboard Heating is shown in attractive interior scenes stressing the fact that it blends with the general decoration and becomes part of the room. A free booklet offer ends the dignified sell. Produced by Sarra for the Crane Com- pany through Leo Burnett Co., Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Imaginative beginnings set the stage lor Sarra's strikingly creative series ol one- minute and 20-second TV commercials for Cook Paints. With each product being treated separately in every commercial, such delightful symbols as festive balloons and full rainbows graphically illustrate the colors in which Cook's Outside House Paints, Shadotone Enamel lor Interiors and Scuff-Proof Floor Enamels are available. And interesting visual originality that insure high memory recall sells hard on points of product superiority. Created bv Sana for the Cook Paint 8c Varnish Company in collaboration with R. J. Potts-Calkins 8c Holden. Int. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street 6 SEPTEMBER 1954 65 :<■:■:: 10 timebuyer contest winner$ to yet orange* by the crate Monday. B) I uesday morning at 11 :50 two correct li-t- had been received. lii-t winners were Vic Seydel and \iini' Burkholder of Anderson & (aims, Inc. Other winners were Bill \\ liite. Jim Uucey, Joe Gavin and Charlie Helfrich of Cunningham & \\ alsh; Beth Black of Harry B. Cohen; Liz Thompson of Kiesewetter Associ- ates; George Kern of Lennen £v New- ell, and Herbert Gruber of Cecil & Presbrey. Obviously Melbourne is one of the 15 cities; others are Manila, Madras. Mukden, Montreal, Mexico City, Mon- tevideo. Manchester. Moscow. Munich. Milan, Marseilles. Madrid. Minneapo- lis and Milwaukee. The winners will receive their crates of oranges in December when the crop is at its best. • • • I .ii New ^ hi k agenc) timebu) ■ era w ill be getting theii \ itamin < nexl Decembei when the) each receive i . i ate "i ll"i ida oranges. I he oi anges were offered t<> the first 1»> time- buyers who could correctly list the 15 - in the world beginning with the lettei "M" with a population of more than 500,000. Mm- contest, engineered l>\ Robert S. Kellei. Inc.. -ales promotion, was designed to focus attention on WMMB. Melbourne, Fla. Of timebuyers in L04 agencies invit- ed to enter the contest, 48 — or 46.1 ' i — sent in entries. More than 100 en- tries were received; <>7', of them were correct. Most of the entries arrived too late to qualify as winners. EntT) forms were mailed out on a Tv commercial with nude model sell* bathing soap I be pi< ture above is from a i\ John 1 Hair, president of Blair-Tv and John Blair i. Co.. and Robert lloag. president and general manager of the new rep. lloag was on the sales -tall of CBS I \ r-jx.t Sales and was sales manager of KTSL (now k\YI i. Los Angeles. For the past vear he has been sales manager of KFMB-TV, San Diego. First stations to be represented b\ Hoag-Blair include KBFS-TV. Med- ford. Ore.; KFYR-TV, Bismarck, N.D.; K I DO-TV, Boise, Idaho, and KIEM- I \ . Eureka, Cal. One unique feature of the new organization is a board of governors composed of station opera- tors represented by Hoag-Blair. All station operators will elect a new board of governors each year. "\\ e have long recognized that there i- a basic difference in the sales strate- gy necessary for effective representa- tion of competitive stations in major markets and tv stations located outside of major markets. ... A separation of responsibility between those who sell the major market stations and those who sell the smaller market stations will react to the advantage of both." Blair said, in announcing formation of the company. In talking about the smaller market outlets. Hoag -a\s. "It should not be difficult to prove to the national adver- tiser that main such stations are out- standing vehicles because they face less intense competition for audience from other tv station-, radio and other media than is the case with main major mar- ket stations." * * * V. V. rtffiiM'ii rise* at dawn to breakfast on steak Promise a tempting reward — and even 6:00 a.m. isn't too earl) to gel New York advertising men (and wom- en i out ol bed. The reward, in this case, was steak for breakfast. It was served up b) the Old Homestead Restaurant in the heart of New York's old Chelsea district the i ity's meat packing area. The gim- mick was a restaurant broadcast of the Bob & Ret) Show, wake-up program 66 SPONSOR 3 Miss Steaks visit WINS' Bob & Ray program aired daily from 5:30 to 9:00 a.m. over WINS, New York. In addition to the steak, WINS ar- ranged for the appearance of three Miss Steaks for Breakfast — Miss Rare, Miss Medium and Miss Well Done. In the picture above, the girls are (1. to r.) Eleanor Blunk (rare), a model: Mary Jane Doerr (medium), from the Can Can chorus line, and Romie Blair (well done), a concert pianist. At the microphones are Bob Elliot (left) and Rav Gouldin^. * * * Briefly ■ • • Sideways glances of announcers and performers who read their lines on prompting devices — thus unintention- ally but nevertheless unavoidably miss- ing "eye-to-eye" contact with the audi- ence— may soon be a thing of the past. Edmund B. Gerard, a New York cine- matographer, has applied for a patent on a device he calls the "Eyeline Moni- tor." Used in conjunction with a prompting device, the Eyeline Monitor attaches to the front of a television or motion picture camera. The lines a performer is reading appear directly in front of the "taking" lens of the cam- era, so that he seems to be looking di- rectly at the audience. Of course the script lines are invisible to the audi- ence. The instrument, which will be leased to television stations and net- works, currently is being tried out bv WNBT, New York. * * * What's a transcription library worth to radio stations in terms of time sales? RCA-Thesaurus recently polled its sub- scribers and found that the average (Please turn to page 130) the vast Intermountain Market by using KSL-TV, the area station. KSL-TV really reaches viewers in this billion dollar market, too! Over 80 percent of the average daytime audience and more than 55 percent of the average nighttime viewers are regularly tuned to KSL-TV.* For more facts about a market that's growing by leaps and bounds, and for availabilities, call CBS-TV SPOT SALES or . . . serving 39 counties in four states 6 SEPTEMBER 1954 67 u forum on questions of current interest to (tir udvertisers and their agencies 11 hiii are */»<• ailvaittuyes to it sponsor of usiittf syndicated films in miilfiple-marke* bugfs THE PICKED PANEL ANSWERS CAN BUILD OWN NETWORK By John L. Sinn President, Zir Television Programs Inc., ISetc York In answering this question, there are four main points which I would like to make. 1. The trend toward use of lihn in television is definitely in- creasing. In the past year and a half the total film product handled by Ziv Television Programs, Inc., has in- creased 350' '< and the volume of busi- ness with stations and advertisers has jumped 138' J . Ziv TV now has seven film series currently being seen in more than 12") markets. They are: / Led Three Lives, 150 plus; Mr. District At- torney, 150 plus; Boston Blackie, 135 plus; Favorite Story. 135 plus; Cisco Kid. 125 plus; The Unexpected. 125 plus; Your Tv Theatre, 125 plus. In addition. Zi\ Tv "s latest film se- ries, Meet Corliss Archer, which is scheduled for release this month, al- ie.nK has been sold in more than 80 markets. \ Further example of the ex- tent to which film has penetrated tele- vision programing i- the fact that in the top 50 markets in the countrj the five leading /iv Iv shows are almosl completel) sold out. That is. that out .,| 300 possible sales (60 markets X 5 shows) the Zi\ Iv sales -t.ill ha- com- pleted contracts on (> 1' - of them. 2. The im chief advantages of syn- dicated film shows as against network buy s are the follou ing : The cost nl production "I a -v ndi- rated film show is pread out over many advertisers. The advertiser can take advantage of the best possible spot time buys. A network operation is inflexible; that is. an advertiser gets a pre-set sta- tion lineup. Whether the stations fit his distribution requirements or not. to get the show the advertiser must buy the whole station group. In any market an advertiser using a -\ mlicated show can select the strong- est station in that particular market. In a network buy the station he must take in the same market might be a weak station. Thus the advertiser is paying to support a station that does not give him a chance of an equal re- turn. In using a syndicated show and mak- ing his own spot buys the advertiser has his choice of adjacencies both as to product and shows. It gives him an opportunity to steer clear of compet- ing shows that are too strong to over- come and to make sure that his prod- uct is not sold in a time spot that is too close to his product competitor. The sum total of the above five points is that using a syndicated film series an advertiser can build his own "film spot network." This in turn aivr- him the advantage of matching his television advertising to his distribu- tion whether it is in a single market or a group of market-. He i- not saddled with surplus program and time costs, weak stations, or stations in markets where be has no distribution require- ments. 3. / local live show with lucid c/>- peal is not necessSrily just as effective as a film show. In fact, in most cases (he rever-e i- tin-. There are main lo al live shows thai have strong ap- peal and ideal For the retail ad\ ei tisei Imt most local live shows cannot meet the regional or national spot advertis- er-" demands that it have the largest audience available in the market. Other advantages of syndicated film shows over local live shows are: Talent: A local disc jockey walking on the street of the local community probably would get a lot of recogni- tion, but a nationally known star would be recognized instantly and would be mobbed. That same difference in ap- peal would hold true in programing. Quality: Regardless of the type of show the use of film over live presenta- tions allows for the refinement of per- formance to the peak of quality; it al- lows the director to eliminate the weak spots and to retain only that which will elicit the greatest audience response. It must be remembered that for many years all radio shows were done live. Then a few top radio personalities be- gan to pre-record their shows. A half- hour show might run 45 minutes to an hour and a half of recording. After editing, the final product represents the best of everything. Nothing was ln-t and much was gained. The tran- scription of radio shows is comparable to the filming of television shows. Program appeal (rating): S\ mlicated film shows run up consistently high rat- ings wherever the] arc shown. For ex- ample, in a recent national -rrrvev Ziv telefilm shows ranked first, second and fourth. The top rated show was / Led Three Lives, which was followed In Favorite Stor\ and Cisco Kid with rat- ing- of 25.7. 22.5 and 20.3 respective- ly. Mr. District Attorney which is a comparative newcomer it was re- leased I. i-l \|nil got arr 18.1 ratin» after it- first four week-. Program control: If a mistake i- made dm ing the production of the film, 68 SPONSOR il can lie correc without any dam- age at the most in., irtant point- when the audience is watching it. A fluff, a missed cue. an unfortunate accident, interminable stage waits which embar- rass the viewer as well as the actor, an outlandish anachronism of as a "peri- od"' character wearing saddle shoes, are all irrevocable. Once they have happened, the damage has been done no matter how quickly the cast recov- ers or the engineers get the picture off the screen. With the film show you know what \ ou are getting. 4. A large percentage of all airtime on tv is now on film. Including all film series, news, feature films, commercial and all other film uses the total is prob- ably well over 50' '< — maybe as high as 75''; . LOGICAL, SIMPLE, INEXPENSIVE By Ralph M. Cohn Vice President & General Manager, Screen Gems, Inc. An advertiser has four choices when he launches a spot campaign in multi markets. He may select a local live show to carry his mes- sage in each area. He may buy spots in local programs offered by stations on a co-op basis. His third choice would be to select half-hour film pro- grams offered on a market by market basis. The fourth choice is the most logical, simplest and least expensive — select a single syndicated film series and use it in all the markets. The reasons are rather obvious. First, by buying one syndicated film for all the markets the advertiser can get a better product than any locally produced live show. More creativity and more production have been put into such a series, the cost of which is written off against nationwide sales. As a result, the advertiser gets a far better buy for his money. Secondly, buying a single program on a multi-market basis is less costly than buying individual properties in each market. Most syndicators give an advertiser a discount from local rates for a multi-market buy. In addi- tion, the same set of commercials can (Please turn to page 127) OMAHA'S PIONEER STATION • WOW-TV was one of the first eighty stations in the nation (first in Nebraska) to apply for an FCC license. • WOW-TV was the first station in Nebraska to begin regular telecasting (August 29, 1949), • WOW-TV was the sixth station in the nation (first in the Midwest) to operate on maximum power (February 24, 1953). • WOW-TV was the first television station in the Midwest to have a color telecast (December 20, 1953). WOW-TV's pioneering spirit has created a growing Midwest television audience. This means your advertising dollars do more today on WOW-TV and will do more tomorrow, too. J % WXTV OMAHA CHANNEL 6 NBC-TV' DUMONT AFF. - 100,000 WATTS — BLAIR TV REP. m A MEREDITH STATION Affiliated with "Better Homes and Gardens" and'Successful Farming" Magazines. 6 SEPTEMBER 1954 69 SPONSORED FROM COAST TO COAST! ALABAMA Birmingham Mobile Montgomery Appliances laundry * Cleoners Dairy Products Beverages Uied Cm A pp lionets Beveroges Participating Used Con Used Cars Participating Syrup Syrup Syrup Syrup Syrup Syrup Syrup Syrup Syrup D. C. Washington FLORIDA Belle Glade Gainesville Jacksonville Miami Orlando GEORGIA Atlanta Columbus Macon Savannah IDAHO tlockfoot Boise Bur ley Idaho Falls Lowislon Nampa Wollace Wtiser ILLINOIS lloominglon Chicago Springfield Dairy Products loltltd Gas Beverages Appliances Awning Co. Beef leer Beer Participating Used Cars Furniture Groceries Oil Retail Store Retail Store Groceries Groceries Groceries Participating Beer Used Cars PIUS A 17 JEWEL GRUEN CUR VEX WATCH FOR YOU TO GIVE AWAY ON EVERY PROGRAM! The most spectacular sales-making plan in your town. •., w it SPONSORED BY EVERY TYPE OF BUSINESS! now RDO and his Royal Canadians with ie Lombardo I mbardo "V ardner rtcrtey The Lombardo Trio The Twin Pianos The Lombardo Picture Story David Ross h Lombardo Mystery Medley INDIANA Calumbui Ft. Worn* Kokomo Lafajratfe Richmond Torre Houto IOWA Ooi Mointt Sioux Cify KENTUCKY Ashland Louisvillt LOUISIANA Alixandrio Now Orleans Shrovoport MARYLAND Ballimoro Cumberland Frederick Kagerstown MICHIGAN Adrian Ann Atbor Detroit Flint Grand Rapids Ionia Muskegon Supplies Drugs Groceries Bank Furniture Appliances Participating Jewelry Participating Used (ors Taxi Cabs Furniture Candy Dairy Products Refrigerators Win* Beer Drugs Ice Cream Used Cars Music Store Appliances Participating Appliances Atlantic City Appliances NEW YORK Binghamton Lockport New York City Ulica Used Cars Dairy Products Beer Used Cars Boor Bank NORTH CAROLINA Durham K«f ail St*r* OHIO Cincinnati Columbus Dayton Dover lima Marion Used Cars Dairy Products Participating Record Shop Groceries Dairy Products Groceries Dopt. Store OKLAHOMA Enid Tulsa OREGON Coos lay Hay I Feed Eugene Hay 1 Feed $"•••" Participating PENNSYLVANIA Allmtown Clothing Store Bakery Erie Furniture Appliances Lancaster Paints SOUTH DAKOTA Rapid City Shopping Center TENNESSEE Chattanooga Insurance Memphis Heal Powder TEXAS Dallas Appliances Odesso Furniture San Antonio Jewelry Woce Jewelry UTAH Cedar City Pric* Prove Richfield Salt Lake City VERMONT Newport VIRGINIA Culpepper Fredericksburg Lynchburg Norfolk Staunton Winchester Drug Grocery Dairy Products Grocery Oil Used Cars Bear Beverage Coffee Boor Beer MISSOURI Oil City us i»h appliances Stores St. Louis Coffee Philadelphi a Fish MONTANA Worr*n Furniture York Oil lutto Groceries Great Falls Groceries RHODE ISLAND Helena Drugs Providence Participating Missoula Groceries Shelby Mortuary SOUTH CAROLINA NEBRASKA Charleston Dapt. Store Furniture Lincoln Appliances Columbia Auto Omaha Appliances Greenville Music Scottsbluff Wall Paper Orangeburg Jeweliy WASHINGTON Bellingham Participating Richland Participating WEST VIRGINIA Charleston Taxi Cab Oak Hill Participating Wheeling Dept. Store WISCONSIN ng r.g La Crosse Marinette MerriH Poynette Racine Casper Cheyenne ALASKA Anchorage Fairbanks Juneau Grocery Bakery Bakery Participating Participating Participating Trading Pest 1 - .fiUS **i|- Kansas City- « in Operation Soon! *tfcV.V l!ir7o* TEUECASTING IN COLOR tO»» fPtO 1079-foot tower .... 316,000-woffs power As you read this page, work proceeds day and night on the new KMBC-TV tower and RCA transmitter installation in Kansas City. These new facilities make Channel 9 the undisputed BJG TOP TV station in the Heart of America. The predicted 0.1 mv/m cov- erage map, prepared by A. Earl Cullum, Jr., con suiting engineer, shows how KMBC-TV increases thi Kansas City television market by thousands of additional TV homes. JOPmosI fom With its tall tower and full power, KMBC-TV brings an entirely new value to television advertising in the Heart of America. No other Kansas City station gives you the unbeatable advantage of mass coverage plus the audience-holding programming of CBS-TV . . . the nation's leading net- work . . . combined with KMBC-TV's own great local shows. Get on the CHANNEL 9 Bandwagon NOW! Contact KMBC-TV or your Free & Peters Colonel for choice availabilities. FREE & PETERS, INC. National Representatives Basic Affiliate Kansas City's Most Powerful TV Station ONE OF AMERICAS GREATEST BROADCASTING INSTI- TUTIONS—Here Channel 9 (and Radio Stations KMBC-KFRM) originate some of the most ambitious local programming seen and heard in the Heart of America. TV facilities include 15-set TV studios, a 2600-seat theater, both RCA and Dumont studio camera chains, RCA film cameras, telops, telejectors, film pro- jectors, rear-vision slide projector, spacious client viewing room and two complete sets of remote equipment. Color telecasts can be handled from the new RCA 316,000-watt transmitter. ii The BIG TOP Station in the Heart of America Don Oevi'i, Vic* Fftidtnt John T. Schilling. Vic* *r*iic/*nf and Central Manager George Higgins. Vic* President and Salts Manager . and in Radio it's KMBC, Kansas City, Missouri KFRM for the State of Kansas agency profile J. B. van Urh Chairman of the plans board Calkins & Holden, New York Jack van Urk, chairman of the plans board at Calkins & Holden, is an inveterate horseman. When not jumping over a fence (picture above), he writes sporting books at his farm in Mt. Kisco. His office window overlooks Park Avenue, but from his desk van Urk can view a series of formal hunting prints that decorate the walls. A tall, very reserved man, Michigan-born van Urk fits litera- ture's description of a British country gentleman. His approach to advertising belies appearance: When he heads up C&H's decision- making group, he is Madison Avenue with a thorough grounding in economics, business analysis, public relations and advertising. "At C&H the plans board determines client advertising policy and strategy," van Urk told SPONSOR. This year the 52-year-old agency is billing at the rate of approximately $10 million, which repre- sents the spending of some 30-odd diversified accounts. More than 40% of C&H's over-all billings are in the air media. Major radio-tv accounts include Prudential Insurance Co. of Amer- ica, Stokely-Van Camp, Marcalus Mfg. Co. and Oakite. Says van Urk: "Because of the high cost of tv, the choice of tv programing or of a spot campaign must be analyzed very carefully and its effectiveness measured frequently." This sort of analysis by the plans board, following consultation with the heads of the agency departments concerned with the deci- sion, led to Prudential's buy of You Are There, CBS TV, on alter- nate Sundays 6:30-7:00 p.m. "Nighttime network radio can be a valuable property today," van Urk continued. In line with this thinking it was recommended that Prudential buy five participations per week in NBC Radio's Fibber McGee and Molly, Sundays through Thur?da\s. 10:00-10:15 p.m. This show, it is felt, is the sort of family-appeal vehicle that the insurance firm needs to sell all forms of policies. "We're merchandising the show to the hilt," van Urk concluded. The agency has already sent out 1,400 records with Fibber's and Molly's greeting to the local and regional Prudential offices. "No matter what medium is selected for a campaign," said van Urk, "or how good the advertising, it's what you do with it before and after its presentation that counts in getting full value for your advertising dollar." • • • "The television market served by WNHC-TV is of prime importance to any national advertiser. *£»J have found its pro- gramming reflected in both the taste ^ and interest ot its viewers. We have been placing schedules on WNHC-TV continuously since it began operation in 1948." BILL THOMAS J. WALTER THOMPSON COMPANY TRADE AREA IMPACT!!! WNHC - TV leads in every survey. WNHC is Connecticut's only media reaching out to influence buying habits In a 6 state area of 3,500,000 viewers and where buying power is more than $6 billion. BETTER BUY? Naturally WNLHCE3 !>*• NEW HAVEN, 316,000 watts CONN. RADIO TOO! Ask your KATZ mart 6 SEPTEMBER 1954 73 TV DICTIONARY HANDBOOK duce the area of pickup, thus deadening the .studio GOBO A he i used to shield i.i Hum lights. Also called a Flag ■,! A' GO-HUNTING Turning a television cameraman loose to find interesting ii a .spontaneous program or other program GOING OFF Script term indicating an actor's lines should be spoken as he moves away from the microphone; go- ing off perspective. GO TO BLACK To dissolve the picture to a blank screen. (See Fade Out, Dis- solve.) The television equivalent of lowering the curtain at the end of a scene, sequence or act. GOOSENECK Mike which hangs from a gallows-support for use over tables when the talent is seated. Sometimes called a gallows mike. GRADING Process of adjusting the density of negatives for printing to in- sure no apparent or disturbing change in the lighting of a scene. GRAY SCALE Achromatic color scale of a 10-step transition from white through grays to black where the in- termediate grays differ from each oth- er only through a proportional admix- ture of white and black. GRAY SCREEN out picture. Iconoscope chain with- GREEN SCALE Relatively new color theory that advocates use of five basic green colors for greater eye appeal and definition on screen. GRIEVANCE Problem, claim or dis- pute handled through channels under contract procedure GRID or GRIDIRON Metal framework close to the studio roof to which are hored drop mikes, backdrops, props, scenery, lights GRIP (DA bandy man about the set, i ouivalent of a stagehand. '2) Studio Or scenic carpenter. GROUND GLASS The glass in the tv camera viewing system on which the picture Is projected for viewing by cameraman. Now obsolete. Now the ima^e is viewed directly from a small kinescope. GROUND ROW Any natural materials or small scenery pieces placed in front of main backgrounds to make a scene more real, or often used to make strip lights. GROUP SHOT Intimate portrayal of three or more persons; also called a Three Shot. GUIDE SHEET Schedule to outline the various routine rehearsals, details of a tv program. GYRO Camera tripods are now fitted with a gyro head and handle to direct it, in place of the old tilting and pan- ning handles. These enable one to point the camera easily in almost any direction. H HALATION Is evidenced as a spuri- ous image that degrades the quality of the intended image because of stray exposing light that has passed once through the emulsion and is reflected back to the emulsion by the clear base of film or other partially reflecting sup- port. Such light rays are usually ab- sorbed by a light absorbing dye locat- ed between the emulsion and the base or by a dye incorporated in the base itself. HALF-LAP Control technique by which two pictures in a dissolve or overlap are both held at maximum simultane- ous definition (50% each) so that both are visible to viewers. HAM IT Over-act or over-play in any way, or to over-emphasize one's part in a production. HAND PROPS Movable materials of all kinds which are used by actors in their respective roles, or other small items used to dress a set. HARDNESS <1> Excessive contrast in telecast image. <2> Undesirable de- gree of realism in portraying heavy roles. HASSEL Meaning complete state of flux — everything going wrong. HEAD ROOM Area between the ac- tor's head and the actual top of set. This area is important in relation to the amount of upward camera move- ment possible without overshooting the sets. HEADS AND TAILS Applied to the be- ginning and end of any tv film se- quence. "Heads" means beginning of sequence; "tails" the end. Used to signify the position of film on a reel. HEAD-UP Term meaning a reel of film wound so the first frame is on the outside of the reel and ready to pro- ject. Opposite term is "tails up." HEARTBREAKER A commercial tv au- dition made on speculation. Usually with little chance of being accepted. HEAVY Professional casting term usually meaning villain. HEROIC Outsize prop, object, set — larger than life. HIATUS The summer period, usually eight weeks, during which a sponsor and or talent may discontinue his pro- gram but thereafter resuming his time period or show. HIGH HAT An elevated camera mount for use on table top or other waist- high object pickups. HIGH KEY Pictures whose tones all lie toward the lighter end of the scale. Low key — picture whose tones are at darker end of scale. Also applies to degree and contrast of lighting on image, set. HIGHLIGHT Emphasizing a subject or scene by special painting or lighting effects to make subject stand out from the rest of the picture. Lighting may be rim lighting, halo effects, silhou- ettes. HIT or HIT IT A sudden and emphatic attack by music. HITCHHIKE An isolated commercial for a sponsor's secondary product mot advertised in the main body of the show i which is given a free ride after the end of the program proper. HOG CALLING CONTEST A strenuous competitive commercial audition for talent or announcers possessing spe- cial qualities, plus a good voice. HOLD IT DOWN Sound command to the engineer at controls or to talent to reduce volume. Lighting command to engineer to reduce intensity of spot. 74 SPONSOR whose household hints ghten household stints . . . whose KPIX Kitchen is every woman's kitchen. FIVE ACESJor you who have spot problems. One or more is a sure-enough answer when it comes to spotting promotions where they'll get the mostest of the bestest. Ask your Katz man for full details. kptx CHANNEL SAN H FRANCISCO, CALIFORNIA Affiliated with CBS and DuMont Television Networks Represented by the Katz Agency WESTINGHOUSE BROADCASTING COMPANY, INC. I WBZ-WBZA • WBZ-TV. Boston • KYW • WPTZ, Philadelphia 1 KDKA, Pittsburgh WOWO. Fort Wayne KEX, Portland I Represented by Free & Peters, Inc. © 6 SEPTEMBER 1954 75 hook (1) in writer's parlance It means to give a surprise ending. -' A program device used to attract tan- ponse from the audience; e.g., .m offer, a contest (3) A suspense . riding that concludes an episode or Lai. HOOPER Ni w York, Radio and tv re- earch firm using phone coincidental .mil diary methods; does local ai 50 tv and radio markets; sample tV, 200-500 diaries radio approx. 600 phone calls; interview period for tv usually first week of the month, ra- dio varies. Delivery date for tv about 20 days, and 30 days for radio. Cost about $1,500 for complete package. Over 370 subscribers. Basic data sup- plied is radio and tv ratings, share of audience, sets-in-use and for tv only, audience composition, cumulative audi- ences, weekly audience and uhf pene- tration. flare back from bright metallic surfaces. HOT SWITCH The rapid transfer of scene, show or program from one orig- inal me, point to another. HOUSE SHOW A package tv show usu- ally owned, written and directed by a ion or network; in contrast to an agency .show which is owned by an mg agency. HUE The most characteristic attri- bute ol color and determines whether the color is green, red or yellow. (See Special Color Section.) HUSTON CRANE A camera crane that enables the cameraman and the cam- era to rise off the floor of the studio and to take a position in the air over the action, shooting down or from a high angle. HYPO di To add vitality and inter- est to a program by changing its for- mat, cast, agency, producer, writer or, sometimes, its sponsor. <2) Slang term for solution used in developing film. HYPERFOCAL DISTANCE The near limit of the depth of field of a lens when focused on infinity, or the dis- tance from a camera to the nearest object in focus when the lens is focused on infinity. When a lens is focused upon its hyperfocal distance, its depth of field extends from exactly half that distance. IATSE International Alliance of The- atrical Stage Employees. Tv stage hands belong to this union. IBEW International Brotherhood of Electrical Workers. Light technicians, engineers and some soundmen belong to this union. ICONOSCOPE The camera pickup tube used by all tv stations for film trans- mission. "Ike" is the slang term for Iconoscope. I.D. — SHARED I.D. '1' Tv station identification, or call letters. (2) Film I.D., announcing that the program televised is, or was produced from film. '3' I.D. (commercial) is a commercial which combines both the station call letters and a sales message for a prod- uct or service, usually 10 seconds long. I.D. standards as accepted by tv sta- tions and the Station Representatives Assoc, have four features: <1> I.D.'s are identified by the agencies and sta- tions as 10 seconds even though the actual commercial station I.D. is only eight seconds; (2) the audio portion of the station identification follows the audio portion of the commercial: < 3 » commercials occupy :,4 of the screen area for station identification; <4> the actual timing is: a. 1'2 seconds '36 frames i open. b. 6 seconds — commer- cial audio, c. 2 seconds — station iden- tification, d. Vz second (12 frames* close. IDEAL TIME A timing on a script that is obtained by back-timing and indi- cates the desired pace of the telecast. IDIOT SHEET Cue sheets attached to the front of the camera (below the lens* as well as blackboard and print- ed reminder sheets out of camera range. IKE Slang term for Iconoscope. ILLUSION Effect created for the view - er, as opposed to the technical means of creating that effect. IMAGE The photographic likeness as recorded on a tv tube, kine or film. IMAGE-ORTHICON The current super- sensitive camera tube developed by RCA which is capable of picking up scenes in semi-darkness or without ex- cessive lighting. IMAGERY < See Special Color Section.) IMPRESSIONISM Building up of gen- eral impression in a film by joining together a series of shots of subjects which in actuality are disconnected In space or time or both. IMPULSE BUYING Purchases made without previous intention by people who happen to see products or a dis- play at the point of purchase. IN To begin. IN CLEAR The music, sound or voioe is by itself. INTERIOR SOUNDS Sound of an ob- ject, such as a train, as heard from a position inside the object. INTERMEDIATE Color dupe print in- tended for use as a parent of release prints, called second generation dupes. INKERS Artists in an animation studio who trace the outlines of drawings pre- pared by animators onto cells. IN THE CAN Completed tv film pro- 76 SPONSOR DOUBLE SALES IMPACT ON WGN-TV, CHICAGO! QUALIFYING ADVERTISERS BUYING $450 PER WEEK FOR 13 WEEKS IN CLASS 2 ANNOUNCEMENTS MAY CHOOSE FROM FOUR GREAT MERCHANDISING PLANS - YOU PAY NO PROGRAM CHARGES!! ALL ANNOUNCE- MENTS INTERIOR TO PROGRAMS OR AT STATION BREAKS FROM SIGN-ON TO 5:00 P.M. ARE THE SAME RATE ON WGN-TV!! • A & P or JEWEL SUPERMARKET MERCHANDISING Point-of-Sale promotion in each of the A & P or JEWEL Chicago Area Super- markets for one full week every thirteen weeks. • FEATURE FOODS MERCHANDISING Point-of-Sale merchandising — a minimum of 350 store calls each 13 weeks. A minimum of 125 special one week displays each 13 weeks. 75 days of Bargain Bar promotion in corporate chains and high volume supermarkets each 13 weeks. Two reports each 13 weeks on merchandising activity. • HOME ARTS GUILD MERCHANDISING Product demonstration five days a week to a minimum of 100 homemakers per day. Display of product at the Home Arts Guild. Guild Seal of Ap- proval available for use by advertisers. Each day, samples or literature furnished by advertiser are given to homemakers. A qualifying advertiser spending $850 per week for 13 weeks is entitled to two full weeks display in A & P or JEWEL Supermarkets each 13 weeks . . . and a qualifying advertiser spending $1,250 per week for 13 weeks receives a full week of merchandising in A & P or JEWEL Supermarkets every four weeks. Only WGN-TV in Chicago offers such an unrestricted choice of availabilities and merchan- dising. Contact your WGN-TV representative for further details. WGN-TV • Channel 9 • CHICAGO, ILL 6 SEPTEMBER 1954 ADVENTURES OF BLINKEY Newest and hottest radio and tv film property Officially Rated EXCELLENT by National Association for Better Radio and Television Top-rated for small fry between ages 4-12 • 26 Episodes completed 26 Episodes in production • First-run in all markets but 20 • Proved successful premium draw • FREE merchandising available • Integrated film commercials • For TV or radio • Cost range $50 to $250 depending on market. Wire, or phone today for free premium samples: • MURRAY KING, producer BLINKEY PRODUCTIONS INC. 106 West End Ave, N. Y. 23, N. Y. SUsquchono 7-4429 gram or commercials that have been checked, found O.K. and are in metal containers ready for shipping. IN-BETWEENERS Artists in an anima- tion stuido who draw sketches for the cells, which in action sequences fill up the gaps between the significant mo- ments drawn by the senior animators. IN THE MUD ai A lifeless delivery visually and or soundwise with very uninu resting quality, resulting from a speaker's or actor's improper pitch, stage presence or lack of material. (2) The sound heard when the voice is spoken into a closed "mike" and picked up faintly on a live "mike" at a dis- tance away. INCANDESCENT LIGHT Light pro- duced by the heating of a strip of con- ductor or the burning of an arc be- tween two electrodes. Usually very rich in red values. INDEPENDENT STATION (1) Station not having a network affiliation. (2) Station not owned by a network (whether or not it is network affili- ated). INDIRECT ACTION COPY (tv) Tv ad- vertisement designed primarily to build good will or otherwise contribute indirectly to favorable response, cumu- latively with other ads over a period of time. INGENUE Female tv performer with a youthful, pleasant voice and appear- ance of approximately 16 to 24 years. INHERITED AUDIENCE The portion of a program's audience which listened to preceding show on same station. INKY Usually pertains to any incan- descent lamp as opposed to fluorescent. INSTITUTIONAL ADVERTISING Form of goodwill advertising designed to enhance the prestige of products through emphasis upon the company sponsoring the advertisement. INSTITUTIONAL Type of tv presen- tation designed to build goodwill and confidence or promote the firm or In- stitution sponsoring the show rather than its specific products. INTERCUTTING Similar to a visual montage or reverse angle shots. Con- sists of a succession of very short scenes or flashes of the same scene from different angles. INTEREST FILM Film which deals with a non-fictional subject in a popular manner. INTERFERENCE Disturbances of tv re- ception caused by undesirable signals such as airplanes, automobiles, fm ra- dio stations and "hams." INTEGRATED COMMERCIAL A telecast advertisement which is woven into the sponsored program as a part of the entertainment. INTERIOR DIALOGUE The tv applica- tion of soliloquy and the aside. It's a "stream-of-consciousness" technique given great impetus by Dragnet, Jack Benny, other shows. INTERLACING The U. S. tv picture scanning system whereby the odd num- bered lines are sent as a separate field and the even numbered lines are then filled in or superimposed to create one frame or complete picture entirely void of flicker. INTERMEDIATE FILM PROCESS A sys- tem of projecting television to larger audiences in which the picture is pho- tographed onto motion picture film, developed and projected in less than one minute. IN-THE-CAN The completed film pro- duction ready for televising. INVOLUNTARY ATTENTION Direction of attention which takes place despite the individual's effort to inhibit it. IRE Institute of Radio Engineers. IRIS Adjustable diaphragm in front of or within the lens of a tv camera. The Iris Diaphragm is used to reduce the picture area for special effects. 'See Lenses.) IRIS IN Also circle in. The gradual appearance of a picture from a small spot until it fills the screen through constantly enlarging circle. IRIS OUT Reverse action of the above in which the circle closes down until it disappears. JAM Playing without a score or bene- fit of written music: high pressure sell- ing on tv commercials: to render radio signals unintelligible by sending in- terfering signals. 78 SPONSOR lorida's Newest VHF Station 100,000 WATTS CHANNEL 5 - NBC PRIMARY AFFILIATE when it's southern florida you want . . . take 5 LOWEST COST PER THOUSAND FAMILIES IN THE SOUTH Represented by MEEKER TV, Incorporated New York Chicago Los Angeles San Francisco REGIONAL REPRESENTATIVE JAMES S. AYRES - ATLANTA, GEORGIA Riding High... Results of a test by one of the top advertising agencies, using WFBG-TV, frankly have been surprising. You, too, can use this proven pulling power to cover Pennsylvania between Pittsburgh and Harrisburg. JEEP A moving image on the face of a television set which is itself to be televised as in commercials for tv sets. JIC Just in case. JUICER A tv electrician. JUMP To omit previously planned shot, shots, action or musical number. JUMP CUE When an actor, sound- man, switcher or musical director an- ticipates his action and performs be- fore the proper time. JUMP CUT The result of cutting a shot and resplicing the film across the gap from which a jump in the shot's continuity results. A device for de- leting dead footage if the shot is mo- tionless. Shots are seldom motionless, and if there is movement, an unpleas- ant visible jump will occur. JUNIOR 1,000- or 2,000-watt bulb which gives concentrated lighting. JUNK Waste film; generic terms used by editors to describe the films they work on; to discard film. JUVENILE Tv talent whose appear- ance and or voice carries an age qual- ity of 17 to 24. K With WTO-IT Channel 10 316,000 Watts Super Power OTHER PLUS FEATURES Television Sets 447,128 Families — .651,267 Retail Sales _ 2.1 Billion Tower Height, 990 Feet Above Average Terrain The Gable Broadcasting Co. Altoona, Pa. Represented Nationally By H-R Television, Inc. ABC NBC CBS DUMONT 80 KEG LIGHT 500- or 750-watt bulb which gives concentrated spot lighting. KEY The "tone" of a show or scene, high or low. A high-rated scene is usually played with a fast pace and in an excited manner. Low key is usu- ally done in a slower pace and is more subdued. Also key lighting, refering to the predominating lighting effect in a scene. (See Lighting.) KEY LIGHTS Main source of illumi- nation on a scene. KEY NUMBERS Edge numbering on footage numbers marked along edge of film at intervals. KEY SOUNDS Sound effects which suggest an entire setting or environ- ment, such as typewriters to suggest an office, sheep bleating to suggest shearing time. KEY STATIONS Stations in a network that originate the network's principal programs. KICK BACK Any form of secret rebate on rates or talent. KILL To strike out or remove part or all of a scene, set, action or show. (To b«» continued in next Issue) SPONSOR Perfect balance . . . of skilled operating technicians, specially designed equipment, and constant laboratory research maintains Precision leadership in the field of film processing. Electronic Printing, for example, illustrates the results of Precision's continuing search for improved ways to serve leading producers, directors, and cameramen. This important Maurer development in the printing of optical sound from magnetic original is installed at Precision for kinescope and other recording direct to the optical track. In everything there is one best . ..in film processing, it's Precision. PRE FILM LABORA 21 WEST 46TH STREET A division of J. A. Maurer, Inc. 6 SEPTEMBER 1954 81 im i"ii/' i.; < 15S l\ sponsored shows ( continued ) PROGRAM / 1 1 1 il ith I athei Lone Ranger Longines ( hronotcope I. in e <»/ Life Mama Mni Willi, Meet Mr. McNutley W> Favorite Husband Same That Tune Omnibus (hi \niir tceount Our Miss Brooks Perry I. mini Person In Person Purlin Faces Life Private Secretary Pit hi it- Defender Robert O. Lewis Schtitl Playhouse Search for Tomorrow The Secret Storm See It Voir Seeking Henri Sports Soot strike it Richi Strike It Rich Studio One That's My Boy The Big Top The Lineup I oust of the Ton n Topper Tuo for the Money I nele Johnny I OOnS I aliant I ad) II ill nine Travelers II hat's W> Line II llh > «u Are Then WFFKI.Y COST TYPF LENGTH SPONSOR AGENCY 930,000 Situation comedy 30 min 1 wk Johnson's Floorwax NLA.B 918,000 '.-n 30 min 1 wk General Mills D-F-S 90,000 N' » - interview 15 min. 3 wk Longlnes- Wittnai.fr Victor A Bennett 98,500 Soap opera 15 min 5 wk Amir Home Prod. Biow 92 1,000 iir mi 30 min. 1 wk General Foods Y4.R BA.B 920,000 Situation comedy 30 min. 1 wk O'Cedar Corp . Carter Prods Turner Advertising. SSCB 929,500 Situation comedy 30 min 1 wk General Electric Maxon 920,000 Situation comedy 30 min. 1 wk International Silver. Simmons run SI 1.000 Panel-quiz 30 min 1 wk Carter Prods.. Whitehall D Am Homes ivision SSCB 900,000 Documentary -drama 90 min 1 wk Aluminum Ltd. of Canada cross. Scott Paper Co. Nor- JWT. Abbott Kimball. JWT si 1,500 Aud. partic. 30 min. 5 wk Procter A Gamble BAB 920,000 Situation comedy 30 min. 1 wk General Foods Y4.R 927,000 Musical 15 min. 3 wk Liggett a. Myers CAW S 2 2. 000 Interview 30 min. 1 wk American Oil. Hamm Brew Noxzema Chemical ing. joseoh Katz Campbell- M ittma. SSCB 9 1 o.ooo Soap opera 15 min. 5 wk General Foods Y4.R 827.000 Situation comedy 30 min. alt wks American Tobacco BBDO S2 1 .000 Detective 30 min. 1 wk Philip Morris Blow 930,000 Variety 30 min. 5 wk Helene Curtis. Best Foods, eral Mills. S. C. Johnson. Swanson. Doeskin Produc Gen- C. A s Earle Ludgin. D-F-S. BBD NLAB. TaUiam. Laird. Grty 920,000 Drama 30 min. 1 wk Schlitz Brewing Lennen A Newell 98,500 Soap opera 15 min 5 wk Procter a. Gamble Biow S 1 0.000 Soap opera 15 min. 3 wk Amer. Home Products Biow S 1 8.000 Documentary 30 min 1 wk Aluminum Co. of America Fuller &. Smith A Ross $9,500 Soap opera 15 min. 5 wk Procter & Gamble Compton 81,500 Commentary 15 min 1 wk General Cigar YAR S 1 2.000 Aud. partic. 30 min. 5 wk Colgate Esty SI 1.000 Aud. partic. 30 min. 1 wk Colgate Est) 93 1 ,000 Drama 1 hr. 1 wk Westinghous* Me-E 920,500 Situation comedy 30 min. 1 wk Chrysler Corp. Ayer 814.000 Children's 1 hr. 1 wk National Dairy Ayer 927,000 Mysttry-detection 30 min 1 wk Brown \ Williamson Ted Bates 932,500 Variety 1 hr 1 wk Lincoln- Mercury Dealers KAE $27,000 Situation comedy 30 min 1 wk Ft J Reynolds Erty 812.000 Aud. partic 30 mm 1 wk P Lorillard Lennen A Newell S 1.000 Children's 30 min 1 wk Lever Bros. Mc-E SI 0.000 Soap opera 15 min. 5 wk General Mills. Toni D-F-S. Leo Burnett 818.000 Aud. partic 30 min 5 wk Procter & Gamble D-F-S 910,500 Panel quiz 30 min. 1 wk Jules Montenler. Remington Rand Earle Ludgin. Y4R S28.000 Comody 30 min 1 wk General Mills D-F-S 92 i.ooo Documentary 30 min 1 wk Electric Cos.. Prudential ance nsur- Ayer Calkins ft. Hotdca / continues on pag< 84 82 SPONSOR fttif Sfrfll'jl. MR. SPONSOR MR. AGENCY-MAN MR. PRODUCER In a few weeks, the battle for ratings will start in what is likely to be television's greatest season. You may have an important, expensive production to launch ... or an established favorite to bring back in high gear. Right now, you're in the market for the biggest audience possible. TV GUIDE'S readership is an audience you will be interested in. It's an audience you can't duplicate elsewhere. It's made up of more than 2,000,000 set-owning families who are 100 ' /, interested in what you have to sell — superior entertainment. Not only does the TV GUIDE audience constitute a large chunk of population in itself. It is the "cream" of the total television audience— the viewers who devote the most time to their sets, who take a genuine interest in what's playing, who's in it, and what's on next. It is the group responsible for establishing new trends in viewing. Corral this audience and you have the start of a superior rating High costs for production, talent and time are characteristic of network television. For network sponsors, a schedule of advertisements in TV GUIDE is a matter of simple economy. To make your large expenditures pay off in still larger ratings this year, let the readers of TV GUIDE know at what time and on which channel to look for your show, and if it's a new show, what it's all about. Start your schedule of program promotion advertisements in TV GUIDE'S Second Annual Fall Preview issue. In a single issue, to appear Sept. 23 the editors of TV GUIDE will wrap up the entire television season, complete with an Alphabetical Index tailored to local time and channel. Your immediate decision to begin your schedule in the Fall Preview Issue will be more than justified by the handsome circulation bonus this special issue always brings. A phone call or note to any of TV GUIDE'S Advertising Offices will bring you all the details on this unique and inexpensive method of merchandising your program to viewers. Fall Preview Issue Closing Dates Regional Program Sections Black & White Copy I'w September 10 Advertising Offices NEW YORK — 488 Madison Ave., PLaia 9-7770 CHICAGO— 6 N. Michigan Ave., WAbash 2-0366 PHILADELPHIA — 302 N. 13th St., LOmbard 3-5588 LOS ANGELES— 1540 N. Vermont Ave., NOrmandy 2-3101 pagi B2 I III >loill sponsor*',! BhOWS PROGRAM Bishop sln en 1 1 it Begins hi I iulii > Morgan Beattj I he) siimtl l) i m»< <>rt» Time ( nance <>/ « lifetime limk^ King. Detective The (.ii/(//ii'r;'« Studio 57 t iiiiinin I idea M hat'a the Story? Sport* Showcase WEFKLY COST TYPF LENGTH SPONSOR AGENCY SI 2.000 DlKUIIIW 30 mln 1 wk Adalral Erwin. Wasey 98,500 Panel 30 mm I »k Intel K letter SI 5.000 15 mln 5 wk Miles Laboratorlet Geoffrey Wade M»500 Drama 1 hr 1 wk Consolidated CosoiHu- nun si o.ooo > detection 30 mm 1 wk Serutan K letter $7,000 Sports IS mln 2 »k General Tire L Rubber D'Arty $0,500 Talent 30 min 1 wk Lentheru. P Lorillard C4.W Lennen 4 Newell $0,800 Detective 30 min 1 ok American Chicle. Pharmaceuticals Inc D-F-S Harry B Cohen $18,500 Situation comedy 30 min. 1 wk Vitamin Corp BBDO $23,000 Drama 30 mm. 1 ok Heini Co. loa $2,500 Adventurt- 15 mln. 1 wk w H Johnson Candy Bruce 83.000 BjhIi 30 min. 1 wk Allen B Du Mont Labs DlraM SI. 77r, Sport? 15 mln 1 »k American Home Prods Geyer \BC TV sponsored shows PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Armstrong Circle Theatre $20,000 Drama 3C min 1 wk Armstrong Cork BBDO Big Story S Hi. MOO Drama 30 min. 1 wk Simoniz Co.. American Tobacco SSCB Big Toicn $18,000 Drama 30 mln. 1 wk Lever Bros iWT Bob Hope s 7 5.000 Comedy-variety 1 hr. 6 ti season General Foods VtVR Bride &■ Groom $7,500 Variety 15 min. 3 wk Jergens Co Orr Camel News Caravan $19,000 News 15 min. 5 wk R 1. Reynolds Esty Cavalcade of Sports $10.0001 Sports 30-45 min 1 wk Gillette Co Dim Colgate Comedy Hour* $80,000 Comedy-variety 1 hr. 3 wks mo Colgate Mm Concerning Mist Marlowe SO. 500 Soap opera 15 mln. 5 wk Procter 4. Gamble BIB Dear Phoebe $30,000 Situation comedy 30 min. 1 wk Campbell Soup BBOO Dinah Shore $20,000 Musical 15 min. 2 wk Chevrolet Campbell-EwaJd Dragnet S 2 8. 000 Mystery-detection 3C min. 1 wk Liggett 4 Myers CAW Eddie Fisher S 2 2. 000 Musical 15 min 2 wk Coca-Cola D'Arty Ethel & Albert $13,000 Situation romedy 30 mm 1 wk Sunbeam Corp Perrln-Paus Fireside Theatre S22.000 Orama 30 min. 1 wk Procter 4 Gamble Comptofi Ford Theatre S 2 5. 000 Dramn 30 min 1 wk Fo-d Motor JWT George Gobel S 2 5.000 Comedy 30 mln. 3 wks mo Armour P.I Milk FC&B Gardner Golden H indou - SO. 500 Soap opera 15 mm 5 wk Procter 4 Gamble V4R Good) > arl'hili << Pla) house $32,008 Drama I hr 1 wk Goodyear Tire. Phllco Corp Y4R. Hutch, n> Great Moments in Sports S5.500 Sports 1 :> min 1 w k Mutual ot Omaha Bezell 4 Jacobs Hallmark Hall of Fame S 10.000 Drama I hr 1 mo Hall Bri-» FCAB Hallmark Hall of Fame S2 1.000 Drama 30 min 3 wks mo Hall Bros. FCAB ■ 84 SPONSOR MLADY WEARS The South's Prosperous Piedmont is a world center of the textile industry. It's the home of Cone Mills Corporation, world's largest producer of denim; Blue Bell, Inc., giant converter of denim; Burlington Mills Cor- poration, world's largest weavers of man-made fibers; Dan River Mills, Inc., and many others. Employees of these textile empires spend many hours daily viewing WFMY-TV. Textiles team with agriculture and other expanding industries to furnish 2 billion dollars of spending money to eager buyers in WFMY-TV's North Carolina and Virginia viewing area. WFMY-TV covers the Prosperous Piedmont's 31 county gold mine where 1,700,000 people live, work and buy. To get your share of sales in this wealthy market, call your H-R-P man today. uifmy-tv Basic Affiliate GREENSBORO, N. C. Represented by Harrington, Righter & Parsons, Inc. New York — Chicago — San Francisco 6 SEPTEMBER 1954 85 lam, ii i , otn pagt B i Ml( I \ sponsored shows PROORAM / Harried Joan Imo^i ni' ^ in a It's a (.rent Life Jack ( arson l>urante-0'( minor Justice Kraft TV Theatre life of Riley l.oretta ) oun§ Lux I idea Theatre Martha Rare Meet the Preti Medit Mickey Rooney Milton Berte Mr. /'ci7iit> W> Little Margie One Han't Family People .ire Funny Red Hut tons Robert Montgomery Pretents Roy Roger* Sid ( aetar Show The Hunter Three Steps to Heaven This Is ) our Life Tony Martin Truth or Consequences > ou Bel ) our Life > our Hit Parade '/.on Parade WFFKl V COST 923,0*0 $38,000 830,000 $30,000 s 10,000 817,508 82 i.ooo 82 t.ooo 830,000 S 15.000 890,000 83,500 828,000 837,000 880,000 821,000 822,500 S I 0.000 S 1 2.500 830,000 838,000 S20.000 890,000 82 i.ooo SO. 500 .SI 1.000 $12,000 SI 2.000 82 i.ooo 833,000 83,000 TYPE Situation comedy Comedy-variety Situation romrdy Comedy Comedy-variety Drama Drama Situation comedy Drama Drama Comedy-variety Panel Drama Situation comedy Comedy-variety Situation comedy Situation comedy Soap opera Aud. partic. Situation comedy Drama Western Comedy-variety Mystery-detection Soap opera Drama Musical Aud. partic. Aud. partic. Musical Children > LENGTH 30 min. I wk 10 mln 3 wks mo III min. I wk III mm. I wk 30 min. 3 wks mo 30 min. I wk I hr. I wk SO mm. I wk 30 min. I wk I hr. I wk I hr. 10 ti season 30 min. I wk 30 min. 3 wks mo 30 min. I wk I hr. 20 tl siason 30 min. 3 wks mo 30 min. I wk 15 min. 5 wk 3(1 min. I wk 36 min. 3 wks mo I hr. I wk 30 min. I wk I hr. 3 wks mo 30 min. I wk 15 min. 5 wk 30 min. I wk 15 min. I wk 30 min. I wk 30 min. I wk 30 min. I wk 30 min. I wk SPONSOR General Electric Lewis Howl. Griffin Shoe Polish Johnson A Johnson, SOS. Chrysler. Plymouth Dealers TBA Texas Co Borden Co KraN Foods Gulf Oil Procter A Gamble Lever Bros. Huel Bishop Pan American Airways. Revere Copper Dow Chemical Pillsbury. Green Giant Buick Reynolds Metals Scott Paper Serutan Toni Pontlac S. J. Johnson Co.. American To- bacco General Foods American Chirk. Speidel Corp. RCA R. J. Reynolds Procter A Gamble. Miles Labs Hazel Bishop Tom P. Lorillard DeSoto Warncr-Hudnut. American Tobacco Quaker Oats CBS IV spectaculars Shower of Stars Si 00.000 Va,1">' in i n . I hr. I mo Hi si nf Broadway SI 00.000 Drama-mus comedy I hr I mo Chrysler Corp Wrstinghouse IVBC TV spectaculars Iftu Liebman Presents 8200,000 I. eland Hayward Presents 8200,000 Mux Liebman Presents 8200.000 Musical comedy Musical comedy Mu.lcal comedy 90 min I mo 90 min. I mo 90 min I mo Reynolds Mitals. Ha/el Bisho Sunbeam Corp. Ford Motor. RCA OldsmoMIr RAR. Bermlngham. Cattleman A Pierce. YAR. Ml-E Kudr.er YAR JWT YAR BAB JWT Raymond Spector JWT. St Georges A K.ye- MacManus. John & Adams Leo Burnett Kudner Buchanan JWT K letter Leo Bureett MacManus. John A Adams NLAB BBDO BAB D-F-S. SSCB. KAE E>t> Comptoi . Geoffrey Wade Raymond Spector Tatham-Laird Lennen A Newell BBDO KAE BBDO NLAB Buchanan. Raymond Spwttc. Pw* rln-Paus JWT K&E D P Brother 86 SPONSOR Club Five hi\TV spots, promoting a special offer, recently sold 120 sets of golf clubs for S<*liin«I l«-i-*- Jewelry Store. Nine members of our staff fell in line, bought clubs themselves. How's thai for merchandising support? Rather unexclusive itself, the KYTV club is limited to advertisers exercising their right to join a wealthy market. (Last year, Sioux City Sue-land produced $653 million in annual re- tail sales.) For membership details call on The Katz Agency, our national reps. CBS, ABC & DuMont Represented by The Katz Agency SIOUX CITY, IOWA KVTV, a Cowles Station, is under the same management as WNAX-570, the radio station that tor 30 years has successfully served one o/ the world's major agricultural regions, the live-state area known as Big Aggie Land. 6 SEPTEMBER 1954 87 '5/ "tyM ^ 9 '53 "^ed 6ot item February 1951, Movie Stars Parade Magazine acclaims Robin Seymour youngest of winning disc jockeys. Billboard, bible of show biz places Seymour in nations top 10 platter spinners. 77°/o of the buying power of Michigan, almost 6 billion dollars yearly, lies within reach of the "Golden Triangle" formed by Detroit, Jackson and Flint. Cut yourself a big slice of this market. It's ready to serve! Come and get it! Look at these figures— radios in nearly 100% of the homes—over 85% of the automobiles. A package buy of these three strategically located Michigan stations offer you maximum coverage at minimum cost. WKMH DEARBORN 5000 WATTS 1000 WATTS- NIGHTS Hit Parader, national song sheet rates Robin the Bobbin man 3rd in the entire nation! Here's your opportunity to drop a real bomb on the Detroit Market! Bobbin with Robin is nation- ally acclaimed the number 3 disc jock show . . . your sales message on this top program reaches the tremendous Detroit-Wayne County billion dollar market— and it's a fact, "Almost everyone in Detroit listens to WKMH." Michigan's GoldenTr/angl "***» PRESENTED HEADLEY WKHM JACKSON lOOO WATTS WKMF FLINT 1000 WATTS Nighttime 6 September 1954 SUNDAY | MONDAY RADIO COMPARAGRAPH OF NETWORK PROGRAMS r u E S D a Y WEDNESDAY THUR! Nighttime 6 September 1954 SATURDAY Ml»w< Sponsors pili- up winning -ia-ons, one after the oilur. with WjBNS. We've «oi loyal listeners (in fact . . . more listeners llian all other local stations combined). Our fans slick with us through the TOP 2(1 PI LSE-rated programs anil follow through willi record purchases of WBNS- advertised products lion* lo help yon imc (lit* chart .Sponsors listed alphabefirallfj u lift agency and time on air [. .''-'''i'ln al'..'^.,'''',.,-,"',1i...",l-,|l',",,l' '"'"vli' ,U» 'w'.'-'kl-' .'.'. AF.fl.. Ptirmin. F.ln.r: MBS. M-F 10- 10:15 pen AIM. .( -.tialmm. H 9. Qllllnt Mtr Sit 1-1:30 pm Carnm.ii. ■nrtn, «■»..»: CB8. Bit 1»J0-1 pm: AMsr. Hmi PtMs.. John F Murrtf- CBS, MF Florida Cltrui Commlnlon. rWTl SIHB. M P 11 It. •JtamaU: m. inlunUhl; n. nunc,; pr. produtti; t. rtp.M ciii Pav, B. a, Utjm: am, m ii-h u »n. w-\ ■'..■ m (\ i in i ChrllllU St. Mcnll,. iv ,,;.., . ■ ll-Th 11 .- . i Anh.utsr.Bunh. D'ATO! ADC, M V Ai.smoll.i *\ 0*d. \V F. Dsnnitt: ABC. Bun Churah .1 Chrlit. Msnin A Co ABC. Bun 1-1*0 OfMnl Mm.. D-M (AB( u (T. ' - 0 01 i- ■ itai LSi mi;; ii pm OltUl 8.r>ln. nim.i.fi SBC U 9 30-10 pm Qm.CiU, D'Arq Mils, t Ti, ; . , .„ 0-10.16 pm I...I. ■ i>- r il-.n II.I.Hltl.. a tlrlda.Ktrl Bran. B-urd Mil-- r C.II.I.P.Im -F,.t | -. , | H , ,,!!,-. .. »H 1' I D 1 CNltMBt-J Bki. BtlMi CBB, Mr UJ0 .S sm n mm tali KAl ■ ■ toil . Bmw UraJll^UjIfj^ tm MBS, Tu 135.10 pm: Sub ion Prodt Ad%lierv B<*fd, MrCnmi Eflikmn UBS -M i 1 n<.. .i.,i.ti 1-..I.J.. \II15 T Ti. 11 Ju-I CBS for CENTRAL OHIO ■JBBWrac ASK JOHN BLAIR radio COLUMBUS, OHIO I. II, Oil. Henri. Hunt A ) r^l_l_~l d /*/,>/ 1.11 VftlP Oayt'^e 6 September 1954 RADK ) COM PARAG RAPH OF NE TWOR K PRO* SHAMS Daytime b beptemoer 19 5 4; p Ttj "wj w graves Xy\ for you ..." U^UMJ^ ^ UNDAY 1 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY I Mtssatl (4 FT! N Mai* Gadlr.y 1." Bill Main MK R&f 1,1 Mil. Car r>f K=ll^(. Burntt "lii'r"n' •*" B'"",.n'" B«*hSm.1h Mb c*"" ro"^* "'" 8raak tha Banl Miles Ubt m-f (sa* in-- hi « jIC ' GHIray 10-11 So wMr'.tH"*io'i*-7ii fthtadai A Da,'i\ FCf B * ' Tool Co Wain A Qillsr W m-f L ri.lla_ mf T Bob Smilh Shear „,«.. ,,„ U.»M;y..,;;l..n .,»..... ""s.8™"" IfCIno ''"" L sMBr«i) Galsn Oraki L.Odhir tlr^-V n'« '' "' 1 ■■■■ 1 ■■ l*UI Ceunlry Csuilr, ^H Phlll m-f 1 mi'.-'V- ' "- " Western II Ml IT L. lo-iojs D-F-S MM- ^'SF6, ' Allan Pnsrttt. '". JSrsg O.F S Phil. Bf 7 fir'vr.rj!: t"'.!.".^.^ t alitor, I'-.n,,, ;ardnw lnoo H Nun sallies Sft^j f Slnilur iiwi i:n\ in in ?-. i K I Wh0W,Ml,llaMl „",« 'fflS. w"S',tSI" leiH^nTf i Br -st tha Bant Wad* MIDI , Cam. Hon Co train. Winy K.11JJJ .»..! ml 10JS-11 Wada "*C CimV'lOr, O EraJlB, Waaay Shaw m'1!"uraL"*l W«^- ^ M^iT* "^-V" * E Cv Li *hr' L In. Ih. B.nk a. H TIN OkrlMu i.ii l.i. city G listen |7S< Cellestar'* Item fi«ll"l >™i :] BHC ^ ohnsor? '»*, iPI1,! Modern ll.m.,.,. Coltata ^1% ^iilr I* E.".'' n^' Col.sio BsSSLi N.l'l Dl.mlt MtCaan^e'rltktaa PllnOun Mlll( fllitft ' _ PAD: H017 snow BA3 '*" Queen far • day Coltala Phrais that oayi COIa-aia Modern Romanrea yowr Nalohbar't Voire ;h m-f L Mak. up .r Mn.1 L-or.il nam al Bk. H Engls nan* B C Johnson 4 LAB Ou.en lr>r . ,u. ™%s,C IAT "1! » 11-11 .1*" °**c'iii*" 11 r rill . Wallan Ft ■ „„ ' f Lw Civil rnlivli i 0 1 »° vrr ""i Mata up it Mm Omilnwlal li., WN B-f I Baits 11*71 QU-n far a il., En, 1350(1 Vaur Nilghbor' C%TT* "^ Collate "'"' vim1"™ °r"nL.'"ii.'" Phraio ti.nl „.,,, Coliata Cli m-I I- phratr. that (is,. alubhauia , i TOM CARSON... v„ .., , E"^ ■hi. Thro !■;..,' 1- City By-Lln. Pm l., Lin. •^'E^zr Tha Thraa Plant J City By.Llaa "•i"""" i-Clty By Uns B,,f*. LAN ~) \ America i top ranking advertisers ^j \ place lime in Canon's earl) morning ffiaJ Tli* WarH main rhutrti fVfl «f Qo4 BtHiHtt issi n jbl , Wash 1 ".i^k.1 BAB ""Wist «... Pa .Up. Frtdsrlsa H m-f I *':"::"'r w.d. "u tli a-ayr--- sKLSt ii,r*:!:': r- "^ i .r, ^D^T-d (iwi I00H1 ,, H °n7!f' L S- ""m"''"' L W.ndy W^r.a f "ft^'J?* 01 Ran.h Bays H ' Roman'. M 1 OAH aw ,'.'.. II ''m 1 L kjfc "Bnakfasl a la Carson". FCAB UOOC rat 1*3»-1 "•jsr- j^ilS, SSSHbS -.,=•' -. i^SS! "mT fc.b"" Capitol totnm.fit *LAB_jTis"'!0 N in 10-80 L*T No i.ri-A...l /Fl'.lzi, NLAB^nio'-'tO ''"lerTl™1 JANE STEVENS .. . \ Winner of 1953 Cleveland AFTRA r"*"""" Beat I. idin t. rim N mop L N 1 ™ Tonl m.Vtll l N°ieni™rk •„,"'''■ :'"'" BAH 'tea monl '. vH*Mn.Tr""fM L B!5fJJT« imirltan farmtr Man av.r Holly EW |MM Wash L Mtrrrar IIJOO N"..S!"" ST™ """' SmSTSj St" """ «nl«lWiSr.f Our u.i Sunday ""~"™" ■•""»"""' -fc-Cx^yw Award for outstanding achievement1 "M i" ^ in the finest of woiih-ii- programs. rJH rl BO rani DM Mania II UK) S«»nad. N 'J Ctntury *d. [JM Klr,(i ™. C "oW L l«N "m-'f ' I Ted MUM* Ma Prrhlnt co-op p*or ondol 1WN of L HflN e»-r L Cadrl, RUI) -:x:r ":",;,' "■■■ PA^Itot'ihi -jsr U mT L Bot, "^f 1. ,LF™>,""', "••sT Paul Hanray news ^^!!lh^- ■-3F Navy haur Gltl*. rro,,, Baiss I2JW Galen Drake si1" U.II .J , J""tT' i 5VS, r w""; ms-Si l PftO °it"*i R«» Hiatbefton L, ^» T-VU'~ * bruce Mcdonald . .. .«.. .... ,"*', S^U "..sir" wS "•..:r" ?iF.:HF "°»r* St naiwork 1 1 Hiyti Slim. N T ■a hr *0W - \/-\ For eleven yean Bruce McDonald's AY; y News Show on WJW has held an out- f.uMlm light Guldlnt lloht l-Vn dm. iryfl •AtL!ldIinu*. 'I'ry'fl Complao .»" standing tales and sponsor record. rjl ion w%5f risnd.tead US* Ibi Cnlhells N LAT "',, J^ L"" '- -.$?* -°.sr ,; . S » N°,.S"" -jsr ""Vonej *Jgp K,»Hr DAB. TAR j Loosi »-„sr> No ndwort ^,'Srh"^-1'; "Vm™"" IMIIton Ofoul Moondoq . . . JK?S, Pp"n M,"r 4 R Treul IS* Si » J*", "SlT ,..■.'.■'■ urm °"3-:: tt,T,n,rS™' B-nv Cr»k.r % bets now records with his personal WMBBTM C.ty_ r^l^BS'h""^'1' \ appearances . . . recently attracted ' > 25,000 people. KS "h'msV ""ijOOO nk BrlohttF <1n. "";„*■.", ■"'""'-" M »".»«" V TODD PURSE... r^H Biinday Banned! u a HirlM cbc iraihtay - WM. «"? '"»» nac^'m'l" i. Martin Block mi"? !",r Ruby Martar .'.rssCT r»'jr U lltaw K ™m-pB L Bin Martin Black < m f IAT S.S w::h:," Hwl» t.*!;." "TH1T ass Allan faiktan : :H^':i. 1HH »"b-SO T Bub,sftM,,rM' lb leooo Fir. i^-hrs ra ih N «-op L Kaltsit Co LB than IfiOOO Plllihiirr Mill- Mlka A BufTt \ Musical authority «li<> stire up new 1 \ business «itli a disc -how for all age \ jii|>h. •H J| »«.Yef pBDDtr Youpg BAB L pSrUatt™' rAfi'Vam^r'l -p;rv.r,..v,;:,'„ ON ^* 6 /, »B6J D '1 l.n [>« w* iikM Mia* 4 Bufl'i Mall Bat N ml I. IAIN b, r V O.F.B «000 ?HF\ PAo"dr,".PllM" N "",'?" L d"f.b"* ™ Ml" f- Bud 1 Mall Bat K mf I. HI la liapuliin. 'AO drift, tld. d"f.8"" " CLEVELAND'S ^^STATION r^H ii-.*.l IlilrsU "\sr v.. HT jrW5lS_ MTlfH ■It Batkstaat alls 0^T.„ »uas- ■rr PAO: ebaar.'Mil Ha Uli i U SB ml Ntm *:BS s ' "te™l™ Bukldlt .11. < «:tt-IO T Ho nalwori Mutual Hull. Batty Cratkar • intra Mawi 1 •(.(.-. v., network Y*'" "" ' Bhaw Wlddsr Brown rimeaUrwn. N B-f T Blarllni Dm. NV 1. vV-,n,„n ,„ l,ml„ sba'w ! :;■ u .: -i Hull* •tin N B-t 1 s-f-s "'"iaoo Mutual Mutl. Shaw N m-f T KV"-""™' Mutual Mull. JKf*8-Si U M ,7 J w BASIC ABC CLEVELAND IS, OHIO Ins 1.14 N T Charity A lahn S" n-l L BMrUni Liruit 9-F-B ' !■;■'"■ bSSSKL r-M-i Trail Ol Butnstt KBOO U I.*T N m f L p.F.Bm™' 1 !.*T Chwliy A lebn Burn'.i Banditand D LAT 1 M Ida \ \ /A \ // ■Woflin la hauw WJIS-S!* lliTliu 8?" SBAW S:r WAV/ H ""a!*1 1, Wr\*"%*\" w \ / Ihi Road TBI .f.-.i — M*N T i'.r panic 11100 titu w.'.'h" "ii!, "t "•^BT- w..h . r i. -.gr' ~ W-bllehill Phaj IVath m-r I. -JT* m auitla KIllllH* kVall Bobby Borneo N i.,'l. L WbltatalU, My.- Bates alt i'h Auitll KlallMiar W..I, .„ 1 l ^Znvr ™ 1 1- M" Bala* " all , Fastball \ / * / v- .i.i n-ii Hiskat H "' "b.11'"'!, V v c^n?' s "m n?" m-f ..'.' iduB) 3 m-r I. "■■ f it«« caonl Etfti nU*"m-r"""l 'sty 5000 w Q WJW BUILDING ^^-^ it ■""*" CJM&lSrl! to pis. Favrtll >■)■ ba Harrlad 1 of L •l*. Tbraa Plaat NG'"'m^"l"'l Sohhy B.nion Fr rjjp Farrsll rhatmara: OCSS Gloria Parkfr ^P?" [•hanniroi DCSS tl |l .... I'.r.l, >l «*!•% I* bt >%■ ml 1 :;:°^,::- v.r™"', „«»" , RCPRfSfNIfD NATIONAtlr ft) H-R REPRfSfNMriVES, INC. E-. sV""i',L"", [«'»H ItM-U T N ""In f ""'l n.V""-L^,n, M JmlJ ba tl m-f L Th. Tbraa Plui VlHtHI Lop*] N m-f L •-'""' It Pays ta ba Marrlad it's not the \ REACH *KARK pulls 66 "firsts" among 72 quarter hours reported by the March 1954 PULSE Area Study — 11 times as many as all other Little Rock stations combined! Why holler at the hills with a lot of wasted wattage when the folks you want to reach in the Central Arkansas market listen most to KARK? Your pros- pects tune in the station that offers the best pro- gramming. In the Central Arkansas market most radio homes keep tuned to 920 — KARK — because they prefer KARK*s popular local and NBC net- work shows, as proved again by PULSE: the ten top evening shows, ten top daytime five-a-week shows, nine out of ten top daytime Saturday and Sunday shows are all on KARK. It's program pop- ularity and proved listenership like this, rather than power alone, that attracts customers for you. Or to put it another way, ^'5 not the reach — it's the PULL! Advertise ivhere people listen most, where the cost is low — on SEE YOUR PETRY MAN TODAY ***0 PttKI *** ^ 6 SEPTEMBER 1954 95 WCOV-TV Montgomery, Alabama NOW OPERATING with 200,000 WATTS Were Transmitting a Strong, Clear Picture Over a 70 Mile Area CBS Interconnected ABC Interconnected DuMont — NBC Get the Details From Raymer Co. BARDAHL I Continued from page V> ' in, "Best I \ Spots ol L953," .1- well as .1 series ol othei awards l<>i superi- ority, both national and regional. Todaj variation- ol this original commercial are being used in ovei 70 markets on tv. ovei 50 on radio. Tv ii for the Bardahl commercials costs about $350,000; about $150,000 goes [or radio time in which adaptations ol the Bame commercials are used. Bardahl Bpends Borne 1 1 ' < ol total 1953 sale- foi it- 1 95 1 advertising. \ii media account foi $500,000 of this budget. Bardahl's commercial roughnecks were bringing home top sales results right from the start. In the Western states sales jumped 5695 in the first -i\ months of 1953. Washington State was up .">!'. : I tah. up 98* ! : North- ern California, up 35%; Southern California, up ■">!'< ; Arizona, up ">V, . \nd Colorado showed a 10.V, in- crease over the same period of 1(J.">2. Kxcept for the New Kngland terri- tory, Bardahl's spot campaign is placed out of Seattle. Gerald Hoeck. Wallace Mackay Co. account executive, hu\s all air time himself. In the seven New England states, however, buying is handled by Alf Warner, president of Bardahl Lubricants. Boston, distribu- tors for the area. The t\ time buying strateg) can he summed up this wav : "Mosth. we buj ("lass B during the late evening hours when men are at home and looking at tv." sa\s Hoeck. "We look over audience ratings care- fully and trv to get close to top male- appeal sports and crime shows. We've also found participations in late film shows and news telecast- verv success- ful." Bardahl. however, carries its t\ phil- osopln several steps beyond commer- cial production and efficient time l>uv- ing. Says \d Manager Haydon: "The secret to successful use of tv lies in the merchandising of the mate- rial. We believe thai an\ norniallv good iv material will produce results, that exceptional material will produce outstanding results, but that excep- tional material thorough!) merchan- dised will produce tremendous results. In line with this theory, Bardahl merchandises it- tv spot announcement campaign as intensel) as if it wen' a network tv -how. Here are some "I the point-of-sale merchandising gim- mick- Bardahl has used to identif) its famous t\ characters thoroughlj with the ( oinpanv name: 150,000 window di-pla\ posters showing the four evil one- and the Bardahl detective. (Onlj complaint here on the part of the deal- ers /- that kid- -wipe these posti This complaint, incidentally, kicked off two idea- that Frank Gerardot of St. Louis originated: The firm made thousands ol die-cuts ol the < baracters to be used as hangers and display ma- terial at the point-of-sale. Bardahl also made official Bardahl detective badges to be distributed to the kids through the retail outlets. These are just three of the merchandising broadsides aimed directlj at the consumers. Bardahl also promotes it- u adver- tising to it- retail outlet;-, particularlv to widen distribution. Here's how mer- chandising help- the firm in this aim: \hout 1(1 dav- after tv schedules have -one on the air lor the first time in a new market, all accounts and po- tential accounts within the station's coverage area receive direct mail pie< es from Bardahl dealers in the market. The timing is such that the retailer- receive these merchandising reminder- soon after Bardahl- tv cartoon- have stirred public comment in the market. Within a few days after a particular retailer receives these mail pieces, he i- visited bv a Bardahl salesman par- ticularlv if he doesn't ahead) keep Bardahl in -lock. Though Bardahl usuallv comes into a new area with a heavier than usual tv -i hedule, the firm is quick to assure the dealer- that its advertising will appear all year round. Its polio is not to snow a market with a short, con- centrated effort, move iii salesmen to load up the dealers and then pull out. Bardahl's feeling is that consistency of advertising is as important as good production and a top cop] theme. Bardahl carries unit) of advertising message into il- national print media. For the past year trade papers and au- tomotive publications have been carry- ing ad- with picture- of the four Bar- dahl tv cartoon figures. Bardahl has also had double-page two-color spreads in Life featuring the four evil one-. The firm and il- agency have had reason to be doubl) pleased in the past year with the heav) merchandising and print promotion the) have given t«' their Bardahl tv characters. I he rea- son? Inevilahlv imitation- of Bai- 96 SPONSOR $2,625 VENDOME BY CONCORD Use America's only "3-state one-station TV network" and save — in just 11 weeks of a half-hour weekly program — the cost of a $2,625 Vendome by Concord Watch. Average time costs run 5i% less than the combined cost of the three TV stations giving next best coverage. ROLLS OVER 3 STATES Mt. Washington's more-than-a- mile high TV station covers most of the three states of Maine, New Hampshire and Vermont. On the air in August. REACHES NEW PROSPECTS Covers virtually all the families local TV stations do and reaches thousands of families they can- not reach. TV homes: 219,461 as of April 30 - RETMA. CBS-ABC WMTW Represented nationally by HARRINGTON, RIGHTER & PARSONS, Inc. Channel 8 6 SEPTEMBER 1954 97 dahl'a i\ apj w Ii have Bpi ung up in . in. ii kit-. ( > 1 1 it- 1 produ< i~ began advertising with commercials that are take-offs on populai t\ mysteries. \ml. J-., inevitably, these imitations have in some instances Boftened the impai i ol iln' Bardahl commen ials in those narkets. I. offset this, Bardahl allocated a 1 MH> production budget foi new tv .1 nercials in August 1953, another highei budget in spi ing 1954. I he new commen ials will follow the origi- nal fniir Bardahl gangsters and Bar- dahl iln detective through ;i series of ii adventures thai illustrate technical machinery problems dramatically. The inside-the-engine antics of the Bardahl characters are intended to !>•• informa- tive as well as entertaining. Here's the audio from a representa- tive Bardahl i ommercial: I tympani & music i " I his stoi j i- true . . . i musical theme I "It was .'!:2T when the call came in . . . black sedan . . . license nunihei V-139. Friend of the chief ... in bad trouble. I arrived at 8:42 . . . took one look. It was our old friends Dirt\ Sludge, Sticky Valves, Guinim Rings, Blackv Carbon. Onlv one tiling to do ... I .ailed for Bardahl. At 8:44 Bardahl arrived and got down to business. I stingei I "He poured one quart of Bardahl in the crankcase . . . i music I "Fed one pint of Bardahl through the carburetor intake . . . i mu s/« | "" Vdded foui ouiw es oi Bardahl top oil to the gas lank. . . I musu i ■' \t !!: 17 the ho\s gave up . . . Bar- dahl had done it again. \l >'■: 19 Bar- dahl turned t" me and -aid: "Bijj shot?' ^ rah." "1 [e II remembei !' (closing theme) Bardahl has run some of the origi- nal commercials for a year and a half in some markets without diminishing effect. The firm finds it hard to esti- mate the average life of a commercial on a national basis of effectiveness. However, when the original series has slacked <>IT in -ales effectiveness, Bar- dahl has the new series all read) to put in place of the old. To further diversif) its commer- cials, Bardahl began negotiating for top talent to star in a film demonstra- tion of the product. After months ol planning and negotiations. Pat O'Brien was filmed in summer I 954. This is the first consumer product t\ commer- cial he has ever appeared in. The climax of the film demonstra- tion comes when O'Brien pour- gaso- line into oil to which Bardahl has been added. He sets it aflame and lets the viewer see the tremendous heal and pressure which the oil can stand. I lav don says that initial showings of this film commercial have already brought Bardahl a great deal of favor- able viewer response. Ole Bardahl. the firm- president, -urns up Bardahl tv slralegv a- follows: "Basicallv we've been entertaining to build product recognition and iden- lification. Nun we will use product recognition as a springboard from which to jump into our involved and complicated technical sales -ton." The L953 Bales success Btorj result- ing from tv i- being repeated this year. Sales figures for the first foui months in the Western states show a 38$ jump over the first four months ol L953. Incomplete national sale- fig- ure- -how a first quarter jrain of about T") to 39' < . depending upon the area. I he parent compan) does not a< - tuallv produce the product which i- sold in local gas or service stations. Here's how the firm is set up: The Bardahl Manufacturing Corp. make- a chemical concentrate which i- shipped to blending plants owned hv it- dis- tributors at >t. Louis; Boston; Mon- treal; Vancouver; Oslo, Norway; Ant- werp. Belgium; Florence. Italy ; Mex- ico (atv. In those plants the chemical is blended into an oil carrier, pur- < hased according to Bardahl'.- -j n-< i fi - cations. Then it is packaged and dis- tributed. Bardahl Manufacturing Corp. itself takes c are of packaging and di-- tributing for the 13 Western states In 1953 the blending-distributors and the parent company together ac- < minted for the sale of 18 million cans of Bardahl gas and oil additive. Distributor comments continue to praise Bardahls tv effort. One West- ern distributor, Ward Grisham of Northern California, called the Seattle plant recentl) to congratulate the par- ent < ompanv . "I thought I was getting used to what tv could do," said he. "But we'vi VHF CHANNEL fcj MANCHESTER. N. H THE BEST SIGNAL— AND LOCAL COVERACE FROM WITHIN THE MARKET of tntirt \ hirt population 110,000 TV families PLUS rfcflj, Fiirhburg area.... 115,000 TV families PLUS ' •. , „ Vermont 15,000 TV families Tofol PRIMARY coverage 235,000 TV families FOUR MILLION PERSONS LIVE IN THIS AREA - : I. . -#i'/>i'" >-.} ""-Ji CONCORD • MANCHESTER 3» VT-ZZjL N U -fT - -'JT^- ■ HAVERHILL rr# J-fc re-^X"-^ FITCHBURG 28t-r. * LOWELL flLr^kr -""-lot , '^T'tV - .' '/ 1CT?*^\- i » JRt '< LYNN BOSTON GRADE B. J-K '■"" J ••■_<"-. WORCESTER ^^^^&^5>' "2 98 SPONSOR IN THE GREATER SAN FRANCISCO MARKET • ••you cover more on CHANNEL 4 KRON-TV COVERS THIS BIG MARKET... • With a population of 3,600,000 • Spending 4' 2 billion dollars annually on retail purchases • The eighth largest in set ownership ...SO COVER MORE ON CHANNEL 4 FREE & PETERS, INC. • NATIONAL REPRESENTATIVES BECAUSE CHANNEL 4 PROVIDES • Maximum legal power operating at 100,000 watts • Highest antenna in San Francisco at 1441 feet above sea level • Low channel frequency insuring stronger signal • Top-rated NBC and local programs Lm@CJwQ SAN FRANCISCO U 6 SEPTEMBER 1954 99 KEDD WICHITA, KANSAS 101,292 SETSj Are Receiving KEDD s Increased Signal Strength of 0NE- iQUARTERJ MILLION WATTS Now Saturating Wichita's Billion- Dollar Market With Kansas' Highest Power! \\ t: V "7^" Ropr«itnitd by Edward Pelry & Co , Inc. been Belling in Bakerefield foi three years and had approximate!) To deal- era. Then a t\ station came on tin- air. \\ itliin ,i week after starting our commercials, we bad opened II new accounts, -nun- <>[ which wed been hitting unsuccessfull) fo] three wars. "We made one Bale oi $160 to u -in- gle independent gas station " he added. Anyone who has ever sold a Bpeciah) item direct to a service station realizes that $160 in one lump sum i- n<> minor achievement." The Bardahl distributor in \lar\- laiul allocated 00',' (,f bis own adver- tising budget to \\ MAR-TV. Balti- more. He started his t\ campaign two years ago through Marshall Hawk- agency. Week!) time cost of the tv effort is onlj $183.60, jret the Bardahl distributor gets daily letters of con- gratulation like the following: "Last evening, while viewing televi- sion. I was attracted l>\ your clever commercial. I think that this commer- cial is entertaining as well as being informative. \- yet I have not had the experience to use your product. Bardahl. hut you may be sure that the next time I drive my car I will stop at a station that handles Bardahl and try it. 1 am sure that if the product is as good as its commercial says it is. I will not be disappointed. Again, let me congratulate you on your outstand- ing Bardahl commercial." Rises in sales up to 200' ( within the first four months after use of air advertising have become apparent in 1954 as Bardahl put its commercials into such towns as Chico, Cal.: Boise and Idaho Falls, Idaho; Reno and Las \ .L.t- \ev.: Yuma. Ariz. \nd. strange but true: These com- mercials are reported to have made a surprising impact upon Europeans whenever the announcements were played before European movie audi- ences. Count Giorgio Geddes Da Fili- caia and Kjell Stray. Bardahl distrib- utors for Southern and Northern Eu- rope, respectively, told the Seattle of- fice that they're looking forward to the time when commercial t\ opens up in theil ana-. In the meantime the commercials have been shown in European movies with Norwegian, Spanish. Italian and Portuguese sound tracks. Some 1150,000 of Bardahl'a 1954 air budget goes into minute radio an DOUIK -ements that follow the same >toi \ line .mil use the same characters as the iv series. These announcements, gen- erall) -potted during the heavj dri\- ing hour- i that is, early morning and late afternoon), are currently in o\er 50 radio-onl] as well as tv markets. In converting the tv announcement- into radio commercials Bardahl did an entire rerecording. Bill Bates, who'd done the sound tracks for the tv film--, produced the radio commercial- as well. Total production cost per radio < ommercial was SI, 000. Bardahl uses radio in large doses. In a number of local market promo- lion- the firm has bought schedule- ranging from 300 to 1,000 annouiK e- ments. Bardahl usually arranges with the local station to add a dealer tag to the announcements. Here- the -ort of arrangement Bar- dahl likes to make with its dealers: During a period of time, usuall\ 30 to 60 ul all over the country. Even before Bardahl sought foreign expansion, European business- men approached him. In 1946 Bardahl fell that the distri- bution structure was will sef up. \i tlii- time Bardahl began advertising in a small way. Tin- Wallace Macka) (.". handled the Bardahl accounl virtuall) from the -tart, placing large space ail- in national magazines to build brand hi ognilion for the product. \ leu months lain the firm began using spol radio and heavj product demonstra- tion in prospective outlet- and at re- gional fail-, industrial exhibits ami automobile shows. '"I. el tin- customer watch Bardahl at work, see it, led it. hear it." lie says. "Then youi selling job i- 90^1 done. This i- the philosophy thai even- tually led to tin- night session in Seat- tle- Rathskeller in 1952, when the t\ approach was developed. Todaj Bardahl sums up advertising plans for the future: ""Well continue to use magazine advertising, since it is vital in our merchandising. Hut. we are going heavier and heavier into t\. Wc'ie convinced, at least as far a- oui automotive products are concerned, that it i- the greatest ma— selling me- dium ever created. {musical theme anil fade to black) These are some "f the 70 i\ stations mi which Bardahl runs ii- 1954 series "I ani- mated cartoon commercials: KFMB-TV, San Diego; kl'lV San Francisco; KRON-TV, San Francisco; KING-TV, Seattle; KIM TV, Tacoma. Wash.; KDYL-TV, Salt Lake City; KSL-TV, Sail Lake City; KI.Z-TN. Denver; KPHO-TV, Phoenix; WSB-TV, Atlanta; WBBM-TV, Chicago, WFBM- T\ . Indianapolis; \\ < < O-TV, Minneapolis; W I W-T, Cincinnati; WBNS-TV, Columbus; KOTV, Tulsa; WJAC-TV, Johnstown, Pa.: WFIL-TV, Philadelphia; WMCT, Memphis; KRLD-TV, Dallas; KPRC-TV, Houston: Will N-TV, Buffalo; WHAM-TV, Rochester; W.I \l< T\. Providence, K.I.: WHEN, Syra cuse; WNHC-TV, New Haven; WRGB, Si hem i i.nly. Included among th< 50 oi mon radio sta lions Bardahl buys are: KBIG, Los Vngeles; KOIN, Portland, Ore.; KM . Salt lake City; KIM. Denvei ; W HB, Kansas City, Mo.; k\\K. St. Louis; WORK. York. Pa.; \\ II \M. Rochester; Wl \G, W ati i . KJBS, San Frani isco; KM.I, Fresno; KPMt . Baki i -fo 1,1. Cal.; KVOR, < olorado Springs; KROY, Sacramento; Kl I V San Jose, Cal.; KYOS, Merced, I al.; KVOE, -.una Vna. i al.; KSD, St. I ouis; k\OK. St Louis; Win i|> Chattanooga; KSAL, Salinas. K«n. • • • TV SHOW COSTS {Continued from page 10) lial! oi the weekl) Lux I ideo Theatre. \nd the shows which alternate with the big spectaculars — such as Sid Caesar, Durante ■ O'Connor. \fickej Rooney, Colgate Comedy flour and others are either high-priced network packages, oi wen- carefull) screened li\ NIK l\ to make -ure they mea- -ured up in (|iialit\ . The network argument for >uch sur- gerj and -liow control i- that the big- gest -how- in the t\ lineup-, including the spectaculars, will draw such large audiences to the network that other advertisers should tr\ to take full ad- vantage, improving their show- or -ul>- -tituliiig new one- if necessarv . (See "Network t\"s S400 million year," sponsor 2'\ August 1954, page 31 for an over-all look at fall program- ing trend-, i The gamble for pteircra: Networks and sponsors alike are engaged in a multi-million dollar gamble for tv au- diences this fall. The results ma\ well decide everything from media strategy ol advertisers to network relative stand- ings for 5 ears to come. Here- how the battle lines are drawn : 1. The network gamble: \- men- tioned above, networks this season are installing spectacular productions and are insisting on high-grade -how- in their lineups. The network- are nevertheless in- voked in a "calculated risk." The\ gambling on the fact that their big -how- will pull so well that the larger auiliem e- attracted will cancel out the increased costs of network tv advertis- ing. lhe\ are also gambling, to a • i extent, theii Herniation for show- manship where network shows (usual- l\ at a higher price) have been -ul>-ti- tuted lot agency-produced or packaged shows. If the gamble fail>. there is likelv to be fireworks. It's been axiomatic that if an agenc) makes a bad choice or achieves poor results with a big tv cam- paign the account is likeh to move elsewhere. Networks, now. will hear increased responsibility for program -in i ess oi failure. 2. The advertiser's gamble: Not all decisions to up-grade programing and to spend more money are due to net- work pressure bj anj mean-. Much of it come- internal!) from a sponsor's 102 SPONSOR QUESTION What do the Kansas City, Omaha, Syracuse and Phoenix markets have in common? ANSWER: They're all served by a Meredith Television Station! Yes, in four important markets there's a Meredith Station eager to serve you! You can depend on a Meredith Station for: m Up-to-the-minute equipment Top-notch production "know-how" I Sales results MEREDITH TELEVISION STATIONS KCMO-TVI I WHEN-TV 1 1 KPHO-TV I WOW-TV KANSAS CITY, MO. I 1 SYRACUSE, N. Y. I 1 PHOENIX, ARIZ. OMAHA, NEBR. KCMO-TV, WHEN-TV & KPHO-TV represented by The Katz Agency WOW-TV represented by Blair-TV, Inc. Meredith Television Stations Are Affiliated with DCIIu flOIIlUS and J^ £11*111 1 II Q» Magazines 6 SEPTEMBER 1954 103 WFBC-TV 100KW POWER 2204 FT. ANTENNA "Giant of Southern Skies" . . . boasting limit' | it t iple and larger income within 100 miles radius than Atlanta, Jacksonville, Miami, or New Orleans, WFBC-TV is truly the "Giant of Southern Skies", and a powerful new advertising medium in the South- east HERE'S THE WFBC-TV MARKET (Within 100 miles radius) Population 2,924,625 People Income $3,174,536,000 Sales $2,112,629,000 Television Homes 277,622* Market Data from Sale;- Management •From A. C. Nielsen Co. Survey as of Nov. I. 1953, plus RETMA set shipments in the 100 mv. contour since Nov. 1, 1953. now f<>> Market Data Brochure and Rate Card. Ash m or our Reprt sentativi s foi information ii' . oi more. "'Two out of three seta are already tuned to u at the peak periods, an agencyman pointed out "Where do you go from there:' How are you going to persuade 'TVs Third Man' to turn on his tv set?" \\ hat does it all add up to? This seemed to be the consensus of veteran researchers : 1. T\ advertisers will be paying ii lot the average nighttime show this season, not counting time. 2. According to sponsor's fig: h they will pay about 25' < more for pro- duction, and will try to spread the goats on longei lineups of stations. 3. Sponsors' over-all costs, however, will be up anywhere from 15 to 20' < (time and talent combined) at night. 1. Bj mid-fall, the tv home base will be an estimated 10% larger than it was this spring. The same rating, in othei word-, may bring you 10' '< more people. ). Bui costs are probably increas- ing faster than the home base is in- creasing, and are often running ahead ol the potential increases in "homes- u-ing-t\ ." 6. Advertisers must therefore come up with ratings that are substantially higher than last season — anywhere from l.V, on up— in order to produce the same cost-per- 1,000 picture. 7. Everybody isn't likely to win. Some advertisers are likely to find that. despite their increased expenditure- for production, their cost-per-1.000 is going up. S|i<'i'iiifiiliir.v as ad vehicles: The spectaculars are a clean break with net- work tradition that every spon-oi should have his own show and have it everj week in the same time slot. Here are several quotes which sum up -ome of the conflicting points oi view in the industry which have grown up around the spectaculars. For "infrequent" tv advertising: Mike Dann, NBC TV's program mana- ger, recently told a group of adver- tisers: " \ new phenomenon has taken place with the la«t -i\ months. Instead oi buying several insertions, the pi philosoph) is now that you l>u\ cer- tain programs of a certain size 10 or 12 times a year, reaching 00-70'. of the population. T"i example, in a single bout and a half -how. Old-mobile had more peo- ple in their -how rooms after the per- formance than thej had ever had he- fore: more even than the\ had when 104 SPONSOR NEVER SHOOT THE BULL when he can be cowed Riding past his neighbor s ranch house, a Texan noticed a fierce-looking bull loose in the yard; out back, a girl was milk- ing a cow. Before the Texan could make a move, the beast spied the girl, lowered his head and charged. The Texan shouted a warning. The girl glanced up, waved, but continued milking. The bull skidded to a halt ten feet from the cow and pawed the ground. Again the Texan yelled. Again the girl looked, smiled, and continued her chore. Our hero was considering a dramatic res- cue when the bull gave a final snort and lumbered off. The Texan ran back to the girl. "Why didn't you get out of the way? That bull might of killed you!" The girl glanced up and smiled. "Thanks, but 1 reckoned all along he wouldn't dare come near me." "Wouldn't dare? Why not?" "Because of Bessie." said the girl, patting the cow's flank. "What's the old cow got to do with it?" asked the astonished Texan. "She's his mother-in-law." A few researchers — like the bull — are easily cowed. Mention Panhandle, and they think of wide open prairie. Sure we're wide open, but so's KGNC's coverage: 54 counties in Texas, plus 24 counties in New Mexico. Kansas, Oklahoma and Colorado. (KGNC- TV's signal reaches 30 counties with a popu- lation of 400,000.) Amarillo's trading area yields oil, crops and livestock to such a wide open extent we're 13th in the nation in per capita income. And we're 1st in the nation — again — in per family retail sales. KGNC-AM & TV Amarillo NBC and DuMONT AFFILIATE AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Katz Agency 6 SEPTEMBER 1954 105 COVER NORTH CAROLINA'S Rich, Growing "GOLDEN TRIANGLE" with WSJS TELEVISION CHANNEL 12 a 24-county market with retail sales of $1,028,000,000. (Sales Management 1954 Survey of Buying Power) NOW SHOWINGI-AU NBC COIOR SHOWS Interconnected Television Affiliate National Representative: The Headley-Reed Company 106 new c ,u - were being shown. The < <>/f t\ program schedul- ing delivers the inure efficient and ef- fective advertising. No once-a-month 'spectacular schedule can hope to match the total delivered audience or total number of commercial impres- sions delivered bj the average program with every-week frequency. Irregular- is and novelt) \ NBC TV's estimate, around $2.39. The price for each "insertion" in this magazine-concept show, in other words, has gone up 32' ', hut the cost- per-1.000 homes will have gone down bj L8 The same pattern applies to CBS IV- Morning Show and I)u Mont's Paul Dixon. Morning Shou 's pi u e has gone from $3,236 (as of la-t Man In to a fall price of $4,069 hut the station lineup has gone from 54 to 02. Paul Dixon's price has been edging upward as the -how lineup ha- progressed Iroin around 1" stations up to its fall lineup of 20. Bui both network- feel tliat the cost increases which represent the pi ice mI time and talent — are canceled h\ the reduced cost-per-1,000 homes. Coat* by nhote types: One ol the contributing la< tors to the general in- • iea-e thi- tall iii network t\ program production costs i- the strong trend to- ward big-name \ariet\ -hows. situa- tion comedies framed around star-, and dramatic shows that are vehicles foi top-flight actors. The shift, for the most pait. ha- been at the experts* mysterj and -uspense shows, qui/ shows that never won very hiyh rat- • »The immediate impact of a television picture on the a\erage individual ex- ceeds anything of a similar nature thai ha- ever occurred in my lifetime. ^ ou got television impressions — and nevei forget thi- simultaneously through your ear- and eyes. These impressions register instantly in a dual capacity and accomplish reactions much swifter than any previous means of commune cation. Television is a new and nio\inj: force . . . that really has impact in tin fullest sense ol the word.** CLAIR McGOLLOUGB Preswfcnl WGAL, Lancaster ings, and other forms of programing that fall into the "modest success" cate- gory. In the case of mysteries, the shift i- quite pronounced. In 1052. there were 18 whodunits of one sort or another sponsored on the four t\ webs. In 1953. the figure had dropped to 13. This year, there are onl\ nine just half that being aired on network- two seasons ago. Mysterj costs have tended to hold to SI 5.000 a week or less for half-hour production. Most of these mysteries have been supplanted by situation comedies, which cost in 1954 an average of $26,000 or by straight drama-, costing an average of S21.500. \lo-t costl) -how type is still the n;i- rietj show which costs, with few excep- tions, around $00.000 — nearly double that of hour-long drama-. * * * SPONSOR ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts! The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR The magazine radio and tv advertisers use 6 SEPTEMBER 1954 107 HOTEL BAR ( 'ontinued hum \ . nil \,i \ . lose togethei i > 1 1 it i kej people on the Hotel Bai mi .ii ( oordinated Advertising are 1 1 \ ing I lerz, executive \ i< e pr< Bi dent, and \1 • >■ i • >m ( halek, directoi "I - des promotion. i oordinated Btresses three main • opy themes in .ill radio announce- ments: 1. Hotel I!. 11 Foods is an "old re- liable" concern in business l"i over half .1 < .him \ . I In- In in - -ii' • ess i- based on ,i- reputation Foi qualitj products. 3. 'Hie sponsoi mi' onditionallj i antees it- product "<>i \<>ui monev, lark. I'i ice i- not menti id in the butter I.D.'s but the margarine copj stresses Happy T>"\ Margarine costs less than • in other." Coordinated recorded six differenl 20-second announcements 1 < > i the mar- garine, rotates them during the t w * » represents "Hap- l>\ l!i>\" ia young boy's picture also appears <>n th<- margarine package). The "housewife" commercials are on a woman-to-woman level, use phrases like. "Now, I in just an ordinary house- wife v\lin naturally want- to get the besl . . . Coordinated feels the combination oi I.D.'s and station breaks represents about the most economical, effective use <>f the sponsor s ad dollar-. "To do a serious, thorough product selling and consumer educating jol>. says Lester Wolff, "we believe you have to l>u\ an entire program and deliver a series ol commercials within a fii\en time period. But in our case, we're trying to build brand remem- brance and the qualit) concept for the butler, and develop a larger market for the margarine. We feel these jobs can be done adequatel) in a lew seconds time, provided there is enough repeti- tion of the message. "We get the impact we need through Of C O u c o and a big ts^L^jTrTfJ distributor Service handles TV film. And what j— J* sir. does "handle" mean, they asked. Weli, now, I'd T^rK^/ ,0 te" -vou' I said and did: When the %0^*\U finishes printing a film. bonded takes over. We attach leaders, mount on a (oqT/ and label each print for you. If it's a program, we splice in commercials. Next we mail it or ^~^~^f. by ^Z^F ■ And we keep a "Print Control Record" of where every print is. until it returns. Then we examine each print carefully, pair if needed and give you a "Condition so you'll know whether those CEK50KED,1 Report" took good care of it or chewed it all up. And BONDED stores your ,;SN^»o) until >'ou te" us t0 ^E^j: '' out aSain. Interesting part is, we can do all this cheaper than you can do it for yourself, by the do/en or by the thousands. That's our business and we ^"\ *~T*> it. us. You'll be /;i>, BONDED TV FILM SERVICE Inc. repetition on kev shopping days, and stretch out dollars by limiting the time of each announcement to the barest minimum.' Coordinated is now planning to run a similar-type drive on another New "loik station after the W'.NBC contract expires. "We believe in rotating from one station to the next after 13 week-."' W ollf -aid. "I hi- wav . we saturate "ii' parti' ulai station's audience, then move mi. \llei a while, the cycle be- gins all over again." The company's lii-t campaign was on WCBS, New York. Vnother important factor in sched- uling announ* ements undei 60 so onds is that often these Bhortei -pot- can be wedged into prime time period-. where there may be no minute avail- abililic-. For example. Hotel Bar's chainbreaks wen- used on the Godfrey -how over W(T!S. And the current W \l!(. announcements arc -lotted next to lop new- programs and personality show -. "We chose the dav time period lot our announcements because we feel the housewife i- apt to listen to radio more during the dav than at night." -av- W ollf. "Most women keep tin radio tuned on while they're doing (bores around the house, and if we don't catch them with our 7:45 an- nouncement, they'll probably hear the i ne at one o'clock or at 2:55. Since wen aiming for a housewife audi- < nee, we think this is the right for- mula." Part ol Coordinated'? client service i- in-store calls by its own merchan- dising man. Morton Chalek. (".halek v isii- supei markets and the co-op buv- ing offices for these market, talks with -lore managers and buying agent-. He does not distribute merchandising ma- terial i Hotel Hal- salesmen and repre- sentatives lake care of that end of dealer relations). He merelv trie- to stimulate bettei manufacturer-dealei relations and act as trouble-shootei bv ironing out possible problem-, get- ting suggestions, answering questions and keeping up with specific need- oi 1 1 end-. ('.halek- broad experience with the agency's super market accounts has been invaluable in his merchandising efforts for Hotel liar, he reports. Co- ordinated Advertising specializes in food accounts, handles advertising supei market chains and cooperatives in the New York area representing 108 SPONSOR ^— T- I Of MIGHT GET I IOI-IH. BARRACUDA *- BUT CONLAN RADIO REPORT METROPOLITAN GRAND RAPIDS NOVEMBER, 1953 Morning Afternoon Night "33.1% WJEF 29.6% 30.8% 6 26.3 22.8 28.6 Otbpr* 44.1 46.4 28.3 YOU NEED WJEF RADIO TO LAND SALES IN GRAND RAPIDS! WJEF gets the biggest share of the Metropolitan Grand Rapids radio audience, morning, afternoon and night. Latest Conlan figures show that of the area's 116.870 radio homes. WJEF delivers: 12.6% more MORNING listeners than the next station— 25.2% more AFTERNOON listeners— 9.6% more EVENING listeners! \\ hat's more, WJEF costs less than the next station. On a 52- time basis, a daytime quarter-hour will run you less than 25c per thousand radio homes! TV-, m fafwn.l / WKZO— KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEFFM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN. TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA, ILLINOIS CBS RADIO FOR GRAND RAPIDS AND KENT COUNTY Avery- Knodel, Inc., Exclusive National Representatives C. E. Benet caught one this size in the Bahamas, in 1932. WREX-TV © 47,000 WATTS E. R. P. FALL CHEDULE ASSURES YOU ™lj£c*«4 State of the big R0CKF0RD • MADISON AREA AUDIENCE I liOVe 1 U( \ U. S Steel Hour Professional Football Gaines Jackie (Benson Show Voice Of Firestone N.C.A.A. Collegiate Football Robert Q. Lewis Show Blue Ribbon Bouts Boh Crosby Show Bill Shiel, Sports Toast Ol The Town Perrj Como Arthur Godfrey- Make Room For Daddv Meet Millie I've (>ot \ v UMMl Now Serving Over 214,992 Television SETS © R0CKF0RD - ILLINOIS NETWORK AFf ILIATIONS REPRESENTED BY • ABC H-R TELEVISION, INC. 2,1 KX) iiidi\ idual stores Wolff, incidentally, told sponsor there has been a marked increase in the use of radio and t\ b\ food chains during the |>;i-t three years. "Even i li.iin thai can afford ii wants i<> spon- sor it- own radio or television show these days. 1 1 1< - \ have recognized the prestige and consumer identification loi the store name thai air sponsor- ship bring-, and arc tending more and more to the use of the air media." Hotel Bar's own -ale-men and spe- cial merchandising men handle postei distribution, dealer mailings and other merchandising details for the firm. The company is a firm believer in merchandising it> products and its advertising policies to both the dis- tributors and retail dealer-. "Retail dealers base told me they're quite surprised at the amount of air advertising Hotel Bar uses," says Cha- lek. "They say it's quite unusual for a butter and margarine firm- or am low -profit margin food company, for that matter, to use radio or telex ision." Hotel Bar grosse- about 1 > •_><• a pound profit on the butter it sell-, about the same on margarine. Accord- ing to Fred Lowenfels, president of the firm and son of Albert Lowenfels, he must sell 130.000 lbs. of butter and margarine a week to pa\ for the cur- lent radio schedule. Today 300 distributors handle Ho- tel Bar Foods in the following areas: Metropolitan New York, New Jersey, Connecticut las far up as Bridgeport I and Pennsylvania (areas touching New York). About (>.">', of it- distribution is in independent groceries; 2.)',. su- per market.-: 10%, restaurants. In addition to the usual run of counter cards and merchandising dis- play material, the company stimulates distributor interest by such devices as an annual "Miss Hotel Bar Butter" contest i distributor- pick the winner) ; special report- on consumer surveys in the dairy industry. It keep- dealers informed ol new advertising develop- ment-, has mailed out a li-i ol ii- cur- rent weekly radio schedule to all dis- tributors i see cut page l(> ' . Uso directed ;it dealer- and -tore managers are such merchandising tie- in- as a gift catalog listing items from cameras and table lamp- to goll clubs. I hese items can be had free in ex- change foi specified numbers ol cou- pons from packages of Hotel Bar Mut- ter. The firm offers premium uitt- to consumers ol various kinds on every package oi it- butter and margarine. I he-e gift- range from Bilver-plated butter dishes lor $2 to sets of cutlery at 50c a set (typical set consists <>l four teaspoons or three cocktail spoons or two serving spoons), lhe com- pany - current butter package premium is a box of personalized stationery at II. Actually the first premium offer evei made by Hotel Bar for a buttei dish grew out of the firm's crusade against tub butter. Traditionally, and up through the -tail oi World War II. buttei was sold mainly in tuby in retail -tores. House- wives would tell their grocer- to carv< out a nound portion or half a pound. according to their needs. Main wom- en believed tub butter was farm fresh — fresher than packaged butter, often asked grocers for a sample "taste before buying, to test freshness. It was only during the war years, with the resulting shortages and butter ra- tioning, that the transition from tub to packaged butter became complete. But Albert Lowenfels began pioneei ing the concept of packaged butter a- far back as the I930's. Lowenfels had joined the family business in 1907, some 22 \ear- after it was founded by his lather. Frederick F. Lowenfels. In the late 1()20"- and earlv '30's, the New York butter business waa floundering. The Lowenfels family was packaging a brand known as "C.B.L Ubert Lowenfels felt that initials were too difficult for the buying public to master, decided to change the name to "Hotel Bar" and simultaneously out a new kind of package with cello- phane h indows. As soon as the new brand had been introduced he looked around for .< premium offer to stimulate sales. Hi hit on the idea of a quarter-pound butter dish, to tie in \vith the product . ml encourage sales of the packaged butter. \ canvas of leading china and glass* ware manufacturers revealed there just weren't any quarter-pound dishes foi butler in existence. So Lowenfels had a dish made up especially for his com- pany, offered it as a premium for 15c. I'o further strengthen the packaged- butter concept, he printed booklet- ex- 10 SPONSOR vith WAVE you don't buy the cow— fOU BUY THE CREAM Only one radio station in Kentucky gives you exactly what you want in this State, and at the right price. MORE THAN LOUISVILLE — LESS THAN KENTUCKY! WAVE's 50% BMB daytime area gives the* Louisville Trading Area no more, no less. 'Ibis Area accounts for 42.5% °f Kentucky's total Effective Buying Income. COMPLETE PROGRAMMING— HIGH LISTENERSHIP. WAVE is the only NBC Station in or near Louisville. Our local programming is big-time stuff, too. We don't ask our audience to listen to one or two voices for endless hours. Our radio staff includes 62 people, 44 of whom do on-the-air work rather than management, sales, etc. Don't buy the cow. Buy the cream — concentrated, unwatered, and nourishing! NBC Spot Sales has the figures. WAVE 5000 WATTS LOUISVILLE NBC AFFILIATE NBC Spot Sales, Exclusive National Representatives N» in I i A\ .*» & \ GRADE A M^\\i%y- 4J _ v- plaining the advanl i ovei ml. butter, distributed them to re- tail BtOP \ traditionall) heav) print advei ,,.,.,. Hotel Bai Buttei has used radio sporadicall) since 1934, when it spon- I \i,u) \fargarel UcBride (on \\ | \| . Othei programs have in< lud ,,l the Tex and Jim Shou 1951 I and a Dumbei ol news* asts and d.j- "• Bui lhl. bulk ol its budgel has gone into newspapei advertising until this jrear. Hotel Bar's < hie! petitors in the salt buttei lini are [une Dairy and Breakstone. June Dairj is now spon- soring .1 portion -.1 the Tea and Jinx Show on WNBC. None of its other competitors are using radio on a sig- nificant Bcale at this time, says Lowen- [els. I here are over a dozen big mar- garine brands in the New York mar- ket According to the Journal imeri- can consume! surve) last year Parka} was No. One; Nu< oa, two; Blue Bon- net, three; Delrich, four; Happ) Boy, five; Good Luck, six; Ulsweet, seven; Durkee, eight. Butter is mad.; in cooperative creameries in Minnesota and Wiscon- sin and other dairj states. It is then shipped to jobbers around the coun- try, like Hotel Bar. Hotel Bar tests each batch of butter received b) incu- bating a sample iti 90° heat for 48 hours to determine keeping qualm. \fter a sample has been tested suc- cessfully, the batch is run through a machine which molds the butter into quarter-pound bars ... patties (for res- taurants). The four butter bar ma- chines at the Hotel Bar firm process 0Vei 2,000 pounds an hour. • * * NETWORK RADIO \inued from page 1 > I ,,. bu) radio locall) and maybe some network programing will I"- Bold centrall) similai to supplements. \\ hile there has been a great deal ,,i talk behind-the-scenes about this kind of operation, the networks are not -.. Mire it would I"- an improve- ment and some exei utives question whether it is at tuall) a more efficiem ua\ of running a network operation. One of the top figures in the radio network field carefull) analyzed the situation foi SPONSOR. What be had to sa\. and he sounded as if he'd had plentj of practice, added up to a de- fense "I classical network radio opera- tion on economic grounds. He -aid: "Let's see what happens now. Out of ever) $100 spent b) ad- vertisers on radio network shows, 15' < goes to the agency. That leaves $85 to he divided between network and affiliate. We'll split it evenly, for pur- poses of simplicity. Let's >av the net- work gets $42.50 and the station gets -12.50. "Now what doe- the network do with thi- $42.50? It pays lor the programing, of course. It also pa\s for selling and promoting the pro- graming. It pa\s for sustainers. It pays for legal, accounting, scheduling and traffic function-, all of which benefit the stations. It pays for all overhead. Then there are such niatter- as research, engineering, staff orches- tras, literary clearance, script reading. library, copyright, tickets for studio audiences and too man) other things to mention. "If we sold our programing to the station-, the) wouldn't get the s42.-if> we turn oxer to them when we sell a proiii-am. As for the Sl2.il) we gel for OVER 300,000 EYES are on KRBC-TV Abilene, Texas all our expenses we would -till have to get that from the Btations because ,,ui expenses under the new operation wouldn't be reduced much. We would not have to -ell to advertisers am more, bo selling and Bales promotion « o-t- would he out. And accounting COStS might come down 50^/c . But that- onl\ a -mall part of the total . o-t picture. "'I hen. there- another matter. Some programs are owned b) sponsors or ageiH ies. I he) don't cost the network anything now hut the time thev repre- senl would have to he programed. Let's -av the-e programs cost onl) $500 a quarter hour. There ma\ be up to 50 commercial hour- of these programs on one of the network-. I hat represent- a < o-t of $5.2 million a vear a cost that would ha\e to he home b) the station-. •"So getting back to that SHH) I wa- talking about before: the stations would ha\e to ante up $42.50; and the) would lose the $42.50 the, now. Then there's the S5.2 million I just mentioned, which might repre- sent, -av. $25, or a total cost of $110. "Of course the -lations will sell much of this programing locally. But will the\ get all the monev back thev spent for programing? I doubt it. The fact i>. the present network setup is quite efficient and economical. It i- efficient because an advertiser can order 200 to 500 stations through office and it is economical because our medium, electricity, has not gone up in price while ink and paper ha\e. Theory .'*: The television soundtrack or simulcast theon was not regarded as a topic of current discussion. It felt that while this approach represent- ed an ingenious by-product use of tele- vision it wa- not on the horizon for radio network- in an\ substantial form. It's agreed that some television pro- graming will pla> well b\ ear alone. Jack Could, in one of his last Sunday column- for The \ew York Timet fore he became an information e\e. u- tive at CBS, Inc.. reported he had found that straight fm pickups of audio from television -how- made _ Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS HANDWRITING ANALYST Mature woman, radio nml Tl experieneei available for low-budget program to en- courage listener responst tdaptabu to radio or T\ . Program tii>peals to men and uotnen: nil types, a!: Box 96— SPONSOR, 40 E. 49th St. SPONSOR 112 ONLY A COMBINATION OF STATIONS CAN COVER GEORGIA'S MAJOR MARKETS THE GEORGIA 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 THE KATZ AGENCY, INC. NEW YORK • CHICAGO • DETROIT • ATLANTA • DALLAS • KANSAS CITY • LOS ANGELES • SAN FRANCISCO 5 SEPTEMBER 1954 113 Tht TV link i« the Htarl ei Iht Nation' KHOL-TV's MAXIMUM POWER SIGNAL tmmum COVERS 30% of Nebraska's ENTIRE FARM MARKET I with UNDUPLICATED J| TV COVERAGE H SRDS Consumer Markets, 1954 1 • V E33 'I'lxrr mi»»»s«»_ Channel 13 •B MI1KH TV, INC WTR1 ALBANY SCHENECTADY TROY^ chtiifet® 102,000 UHFSett Watitm'4 32 n/L SEE YOUR HEADLEY-REED Man listening. Bui the fociu todaj is on continuing revision "I network pro- graming in the music, news and easy- listening direction. The emphasis on Btrips for tuning memorability, on network-type disk jocke) shows v% i 1 1 1 name guots seems id be the pattern although mention of music and news should not obscure the fad that the networks continue to op- erate in the drama, mystery and audi- ence participation fields. Tli«» consensus: Network executives agree that changes are shaping up for network radio. But they aren't ready tn concede that anv drastic shakeup in today's pattern is ready to emerge. Here's the way one of sponsor's -■Mi ices expressed it: "I'm not saying that network radio won't change. Maybe the AP situation which I've argued against in my ob- servations to you about its high cost will come about gradually. It cer- tainly couldn't be imposed all at once. \\ hatever changes come, and I'm not sure what they will be, will have to evolve slowly and represent economic realities." Said another key network official: "If you did awa\ with network lines, what would you do about national news programs? They would be out of the question and they are an im- portant part of network programing imw. Thej draw good ratings, attract sponsors and bring in quite a bit of in- come to stations. And what about na- tional emergencies? How could the country be alerted by radio if there were no radio lines? There was a survej recently I the one sponsored by Henry I. Christal stations) that pointed up the fact that the first thing the a\ • erage person would do in the event of a national emergency would he to tune in the radio. \ml what about special events and Presidential speeches?" Network solvation: The network- are putting their strongest effort- he- hind attracting new clients as the sal- vation to their economic woes rather than entering into a new form of op- eration. At NBC, for example, one of the ad- \eiti-eis totally new to network radio which have been attracted i- Nutrilite, a Line of vitamin and mineral products. Nntiilite has gone all out to whoop • j I » it- distributors over its purchase of Dennis Da) on NBC Radio. Meet- ings and mailings plaj up the show — and radio. It- promotion stresses the value- of radio in order to help estab- li-h the show as a vehicle which can be merchandised to the drug trade. I he companj feels it has something ex- citing to talk about in it- -how. stresses that it i- coast-to-coasl and on in Ha- waii too: it even has a brochure filled with statistics on radio- its set satura- tion strength and high total audience. Client- like these which can benefit from the association with national net- working are being Bought for and sold. At Mutual, where gros- billings have been mi the increase since 1952, prog- ress in attracting and holding busim-- has been encouraging. But of course Mutual - situation differs from that of the other three networks in that its "grass roots" affiliates tend to be least affected by television. Each of the networks can point to new clients: Cat's Paw Rubber. Merit Greeting Card. Mu-lerole and \ero-Ma\ flower Transit on ABC. Exquisite Form. Calgon. Tastie Diet. Quality Goods Mfg. and Kraft on CBS. Florida Citrus Commission. Barba- sol, Lemon Product- Advisory Board on MBS. In addition to Nutrilite. Toni. Gil- lette. Mar-. Murine. Armour. Croslej and Prudential go on NBC. Though these are signs of progi affiliates are watching the network pic- ture with concern. There was a time when income from network sales paid an important part of the month - penses for affiliates. In some cases this is now down to a couple of da\s penses supported by the network. Some are asking: If I'm getting nearly all my income from local and national business, wh\ can't I get all of it from these sources .' Actually Mutual, with its -troiig ter of co-op shows, already operates on a practical "' \P l>a-i>. The idea of a station selling a net- work-how locallv i- not new. It's been done, as a matter of fact, since when Mutual s Fulton J. Lewis became the first co-op radio -how. However. since that time MBS has expanded it- co-op lineup so thai it now has more than two dozen. Mutual- thinking on the co-op -how trend is illustrated b) the swap in- volved in the Multi-Message Plan. It works this wav : The network gave it- affiliates the programing on the 8 to ():ll(i p.m. strip. Mondav through 114 SPONSOR Friday. In return for five co-op show-. the network keeps all the revenue from MMP participations sold during the preceding half hour. Because of this, the price for participations is very at- tractive to sponsors. The entire hour is programed as a mystery block. While the 10 shows in- volved are not exactly a strip, they are close enough to it to be described as in line with the trend toward nighttime strips on network radio. Mutual tried to enlarge this MMP swap in a broad way recently. Its new plan would have reduced network op- tion time from nine to five hours a day. During these five daily hours the net- work would keep all revenue from the sale of time. In return, the network would give 14 hours a week to the sta- tions to sell as co-op shows. The stations wouldn't go for it. While some stations would have done better than they had been doing under the present setup there were enough who felt they might end up worse to kill the plan. Mutual feels that some form of co- op is destined to be an important part of the future network pattern, if not for others at least for itself. The sus- tainer is regarded as an economic waste. If the time can't be sold, the network says, give the stations a crack at it. This philosophy applies not only to programs but parts of programs. Parts of MBS' new Madeleine Carroll show, its first spot carrier during week- day mornings, will be turned over to the stations if the network can't sell all of it. For this purpose the originally planned three announcements will be expanded to five. This share - with - the - station policy could work in many ways. For exam- ple, if the network carried a one-time sports event it might give the stations the show co-op but keep five minutes before and after for itself. The growing number of sustaining network hours at night have led a group of powerful am affiliates, calling themselves the Quality Radio Group, to get together for the purpose of selling some of these periods. While it has been noted that Mutual started off with [the name "Quality" and, like QRG, did ,not have, when it started, option time, there is little belief that QRG will de- velop into anything more than what it professes it will do: sell nighttime pe- riods where the networks can't. * * * FIVE U.S. AGENCIES {Continued from page ~'l I name identification and demonstra- tion," Warren said. "We find clients like television because of the visual impact and because of the dealers' comments. They don't like tv's cost, however." The agency uses radio on a satura- tion basis. In buying time Warren looks for the usual things: coverage, programing, what is opposite on the other stations. "We use ratings, too," Warren said. "But the greatest need we have today is factual information on tv and radio audiences. "Too bad there isn't a set standard used for all measurement of radio and television, with everyone using the same measurement. Every agency, re- gardless of size, needs accurate mea- surements." In back of Warren's desk there are SRDS radio and tv rate books. And I noticed a number of trade magazines (including sponsor) on the shelves of a bookcase. I asked if he did most of the time buying or if there was a me- dia department. "No, we don't have any real media director," he said. "Our three account executives — Bob Showacre, Bob Coons and Ralph Shot well — are each a jack of all trades. They work by them- selves and together in selecting me- dia for an account. "They actually supervise a lot of ra- dio and tv production, too," Warren said. "An account executive in an agency of our size does a lot more ra- dio and tv work than a J. Walter Thompson account executive." The account executives discuss ra- dio and tv plans with George Carrol, radio and tv production man, Warren said. In the case of tv, they also bring in John Geraghty, the art director. "I think we're rather unique in at least one respect for an agency of our size," Warren said. "We write our own radio and tv jingles and singing commercials." I told him I thought the Hollywood and New York jingle producers had lo- cal rates so that even a small adver- tiser could use their services. "That's true," he said. "But even the local rate is too high for most of our clients. That's why our tv per- sonnel really have to be versatile."' "What kind of people do you look VEIYM M S1MTI 3& get a specialist doctor really When cares — he calls SPECIALIST When an agency really cares — they call in a SPECIALIST. We are SPECIALISTS on TV and radio musi- cal commercials. ■nfiO Sunset Blvd.. -•ite 203 Hollywood 28. Calit. Hollywood 5-6181 Ad-ver»tis-ing get to mu-sic for m.di.n and T-Vl CHANNEL 12 See Your KTVH Sales Representative Today 1 KTVH HUTCHINSON - WICHITA VHf 140000 WAITS CBS BASIC -DU MONT -ABC REPRESENTED BY H-R TELEVISION. INC. COVERS CENTRAL KANSAS 5 SEPTEMBER 1954 115 IMITATION "IMITATION is the sincere IMITATION irm of flattery SPONSOR is the most imitated trade magazine covering the advertising field today! SPONSOR the magazine radio and TV advertisers use For 31 years, WMC has offered an unmatched combination . . . the best of NBC programs, plus such outstanding local personalities as, GENE STEELE. King of the Hillbillies. . . outstanding early morning favorite for the past 15 years . . . more than 3,300 programs for the same sponsor. WALTER DURHAM, WMC s Farm Director. Farm Editor of The Commercial Appeal . . . Director of nationally-famous Plant-to- Prosper Program. Holder of the Reuben Brigham award. His morning and noon programs are farm favorites. SLIM RHODES, and his Mountaineers . . . 8 consecutive years for the same sponsor. This six-piece hillbilly band is a WMC noontime favorite. CHARLEY DIAL, rates high with early risers and the Mid-South rural audience . . . unique western and pop music by this former star of famed Kansas City Brush Creek Follies. OLIVIA BROWNE, conducts the Mid-South's top women's show in the early afternoon (Pulse, June, 1954). Features interviews with national personalities. . The only station in the Mid-South with both AP and UP news sen ices. The only station in the Mid-South with two experienced, full-time news writers. WMC WMCF WMCT MEMPHIS NBC— 5,000 WATTS— 790 K. C. 300 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South Owned and Operated by The Commercial Appeal National representatives, The Branham Company t « * i ? I asked. From \\ arren's answei I got the feeling a radio-tv man at the agency, had to Ik- a cross between a one-armed paperhanger and a one-man band. He said : "We look for someone who has an understanding of mu-i< and music ar- rangement, who can prepare ji' and write copy, who ha- a good Benw ol merchandising and good dramat- Ihe agenc) ha- grown because of television, Warren said. It's added ra- dio and t\ iimii to the staff. And il was hiring a new radio-tv writer when I was there. Warren is of medium height, a little on the stocky side. He is vigorous, en- thusiastic, -miles a lot. He belong- to main local service clubs, golf cluhs. community welfare hoards, work- with the Girl Scouts. "I believe it's important that agency people take an active interest in their communities," he said. "They should be known and respected." Warren- well enough known to have been elect- ed a Republican State Senator several times. And a few da\s after I saw him he was elected a national director of the Lions International at its nation- al convention in New "l ork. How did Warren come to go into the agen<\ husiness? "I studied architecture in school." he told me. "W hen I got out I fol- lowed engineering for a while. Then I started doing some art work — layout for ads and all that. It was onl\ a step from there to going into agen* \ work." I a-ked Warren how big an account has to he before he"d take it. "We've often said that we wouldn't go out and paint a wheelbarrow hut if it's brought to us we will. "In other words, we won't turn down business because we have to have a volume of business in order to build an organization large enough t<> hire talent to sen i< e their accounts. "The large shop acts more agency, hiring talent and art. "The agency in a small community finds there i- little outside source of talent and consequently, must main- tain it- own staff. For the past seven years Warren has been national director of the Af- filiated Advertising \gencies Network. an organization made up of located in V2 major cities. Basically an agency network is a 118 SPONSOR cooperative organization which helps local agencies compete with larger na- tional agencies. The AAAN, established in 1938, is one of seven agency networks. The oldest — - First Advertising Agency Group — was established in 1928 and the youngest — National Federation of Advertising Agencies — was estab- lished in 1950. Warren got up from his chair, walked over to the map showing the the AAAN member agencies. "I want to tell you about this agency network," he said. "But first I want you to see this agency and to see how we handle an account." He took me across the hall to an- other office, about the same size as his but minus the view. The Brotvnie account: "Meet Bob Coons," he said. "One of our account executives. He'll tell you about one of his accounts and show you the agency. Ill meet you for lunch at noon. . . ." Coons, young, medium height, slen- der, worked for Campbell-Ewald at one time, then handled publicity for a play when it was on the road. He met Warren when he came through Spokane, so impressed him that War- ren asked Coons if he'd like to stay. That was five years ago. "You'll get an idea of how we han- dle an account by looking at what we do for Brownie Baking," Coons said. "What we do for Brownie — and all our other accounts — would be hard to do on a national basis. Maybe impos- sible." He pulled out a fat loose leaf note- book. "This is the Brownie account book," he said. "Every account has one. Everything we need to know about an account is in a book like this. "It contains a running account of how much the client has spent for ad- vertising to date. And how much is left in his budget. "If something should happen to one of the account executives, life would still go on because the complete his- tory of every account is in one of these books — in detail. Look. . . ." He opened up the Brownie book. The first few pages were memos. II wrote these memos to myself. When |I visit the account I make a lot of notes. But they're never destro\ ed. They're all here." Coons pointed to a big map of the is mighty big in the norfolk market Neilsen circulation shows that WTAR reaches more than twice as many homes as the second station, more than the next two combined. Pulse shows WTAR first in average audience morning, afternoon and night. You'll get "the lion's share " of re- sults in America's 25th market when you put your sales message where it reaches the audience. CBS Radio 'gygJL ■t»S^£»"**^ 'Tffi^^e IftaAkct NORFOLK REPRESENTED BY EDWARD PETRY a CO. INC 6 SEPTEMBER 1954 119 Spokane and Burrounding area — know n .1- the Inland Empire. "I hie map -how- Brow nie - < I i — 1 1 i - bution area," he explained. "It's di- vided into In territories, j >1 u~ Spokane. Now here - w here the interesl ing pari < « * j 1 1 « — in. . . . He pointed i" .1 row ol figures at the top ol the map. " I In- shows the population in each to 1 ii"i \ . \U" the pen entage oi the total population in each tei 1 i 1 < • 1 \ . '" I hen hi' li-i the Brow nie sales in 1 a< li hi 1 itoi \ and the pen entage "| total sales 1I1.11 t li«\ amounl to. "] 1 ..in this we figure oul tin- pei capita sales "I Brownie cookies and ilnn we figure oul 1 1 • « - pei < apita a< 1- vertising cost in the territory. We use 1 overage figures Foi radio and u and \U< figures tor aewspapei -. "In a certain territorj per < apita sales might be Tl< . Advertising < osl might lit- 3c pei < apita. I he nexl tei ritor) maj show some- thing entirely different Maybe pei capita -air- ol .").'}(•. 1ml an advertising cosl ol 8c. "Comparing these two territories, we can see that something i- wrong KMAC-KLBS reach more people ( ) than live in * Detroit * Seattle * Chicago * Boston * Philadelphia * St. Louis * Los Angeles or Cleveland! HOWAID W. DAVIS, Owner SAN ANTONIO, TEXAS 5000 WATTS ON 630 HOWARD W. DAVIS, PrM. GLENN DOUGLAS, M8r. HOUSTON, TEXAS 5000 WATTS ON 61 0 4,135,752 people in the 0.5 MM contour The Biggest Buy in the Biggest State! Ask the Walker Representation Co., Inc. in tin- Becond one. Perhaps tin- sales- man i-n t doing a- good a job a- he should. Ma\ In- tin- leading -ton'- don't stock Brownie cookies. Whatever the reason we have to hud out and correct it." I hr a. < ount book shows -ali-- in each territorj on a \ear to basis since Warren got the account in \')V). The first yeai Warren had the account Brownie's annual -air- was aboul 0250,000. Last year it was 01.25 million. Radio got aboul 2u' , ,,| the budget at the -tart, but this has been increased until toda\ radio and t\ gel 30%. "What- your opinion of radio and t\ toda\ ?" I asked ( loons. "Radio tear- itself down with its intra-mural competition. It would be a lot better for the industr) if radio was promoted rather than radio sur- veys for one particular station. K\er\ Station trie- to show how wonderful it i-. how poor the other stations The station doesn't -how wh\ it's l>et- ter than the local newspaper or the lo- cal hus cards or billboards. . . . ". . . Radio salesmen — man) of them — are weak. The stations don't train them. I here s too much turnover. . . . "". . . The salesmen come into a -tore and tr\ to sell the owner on a miracle. The\ promise the impossible, If the man buys radio, he's disappoint- ed. But he doesn't blame the salesman, who b) that time probabl) has left the station anyhow. He blames radio. . . . '*. . . We have to use transcribed commercials much of the time, often an announcer's deliver) is poor. Poor deli\er\ is like poor newspaper reproduction. If a newspaper ad comes out a big hloh of black ink we net a re-run because of the poor production. "Production" in radio is ju-t as impor- tant as production in a newspaper ad. . . ."' What about tv? "Here again, we disagree with the t\ pical l\ salesman. I\ hasn t sold with the proper emphasis of what it can do. "T\ Liel- more comment in qui' ker time than radio and new-paper- hut it's not a miracle medium when its advertising a product which has been sold over a period of years. . . . "If it sounds as if I'm kicking radio and t\." Coons went on. "I am. in a way. But we use the media. We 'jet damn good results from them. Hut DM reason we do gel good results is be- SPONSOR 1 IK i« ■■ n ■■ r_fwrsstsa?'s 1953 289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages SPONSOR 6 SEPTEMBER 1954 The magazine radio and tv udvertisers use SPONSOR builds on a solid basis. Our policy: turn out useful issues and the advertising will follow. This common-sense approach to tv and radio trade paper publishing has appealed to station advertisers increasingly since our first issue in November 1946. Our promise for 1954: new, improved use departments, more use articles for buyers of radio and television. 121 KANSANS CHOICE for TOP SPORTS COVERAGE . . . Once again its Max Falken- stien — Kansas' favorite sportscaster — calling the plays on KANSAS UNIVER- SITY FOOTBALL. Veteran of 10 years on the Big Seven grid scene, Max enjoys a fol- lowing unrivaled in the state. You can't buy the games (they're sold as usual) but we've some good tie-in shows for sports-minded national advertisers. i ause wi- knot* how to use them. If the radio and t\ salesmen would spend five minutes figuring out a client's problems he could do a fairl) decent job (.1 Belling radio and t\ . . . ." \\ ,ii nil came into t f i « - offi< e. "Hun- gry?" he asked. "We'll |ti< k up Bob Showacre and art director John Ger- aghty." The :m\: The Spokane Club, an im- posing red brick building in a Colo- nial style of architecture, is several blocks from Warren's office. As we walked toward it I got some more of the agencv- point of view on selling over the air. "The small advertiser is faced witli the problem of competing with the largest national advertiser- on televi- sion," said Warren. Bob Showacre interrupted. "There's always the direct comparison of the local advertisers announcements with those of the network." he said. "This means that an agency like ours has to use all the creative ingenuity and crea- tive intelligence that it can muster to think of ways and means to produce tv spots of quality at a cost the small ad- vertiser can afford." Over lunch and after we returned to the office Warren told me more about the operation of an agency network. "The biggest single advantage of the 3AN," said Warren, "is that you can get research information at the grass roots level all across the countrv. He said that when the 3 AN was first started it was thought of as a group of verj small agencies. "But the benefits are so great. Warren said, "that big agencies are interested, too." There's one 3AN agency in each market area. The network functions just as if all members were one na- tional agency operating in a number of cities. "Each member is completer) advised of every other member'- experience, clients, equipment and stall. \\ arren said. "Therefore, it's easj for one member to pick another one who is most suited for a specific project. "Correspondence — direct and mail — is the ke\ to successful operation. \n average of 10 or 12 letters are ex- changed among members on everj bus- iness day. Each member is required to i ontribute to the 3 \N monthl) pub- lican twice yearly. And then there's both an annual regional meeting and national meeting which draw- nearlv loo' » attendance." National headquarters for 3A\ is Warren - agency. Hi- office prints the a--'" iation - publications and acts as a clearing house. I here are four main services avail- able to clients to 3AN members. 1. Research. This includes local market surveys. 2. Consultation. Includes advertis- ing budgets, promotion ideas, package design. "Instead of onlj a few top execu- tive- concerned with a particular prob- lem. Warren sav-. "you can call on owners of 42 agencies. 3. Procurement. This makes it pos- sible for 3AN members to get nearly everv advertising commodity, from art work to testimonials, without search- ing for source of supply. Services in- clude hiring new employees, even mak- ing hotel reservations. 4. Supervision. "Efficient adminis- tration of affairs in distant cities means peace-of-mind for member agencies and their clients." Warren says. He believes the most important part of this service is its complete reliability. AAAN supervision can cover media checking, dealer displays and coopera- tion, product testing, market testing, sales meetings. "The fees are amazingly low," W ar- ren savs. As an example he told about one 3AN member who sent the agen- cies a two-page questionnaire. The agen< v wanted a complete list of ma- terials used in construction by archi- tects, builders and others in the build- ing trades. Highly technical informa- tion was sought. Yet the cost in an average 3AN market was only "And," -av- Warren, "because the agencies were getting information on a from-one-local-bu-ine— man-to-anoth- er kind of deal in each market, you i an bet that the comments of the re- spondents were a lot more candid than if an outside research organization came in to make the surveys." I asked Warren why 3AN doesn't seek big national accounts. He said that there still are a few de- tail- that would have to be worked out. There would have to be a central clear- ing house located someplace that would have over-all supervision of the ac- count. But he thought it could be done. And he predicted that the SMS members could do "an amazingh ef- fective job, acquainted as they are with the local marketing conditions. 122 SPONSOR Carnation Milk, he said, is breaking up its advertising between 3AN agen- cy members now. The value of having local agencies do the job. Warren says, is illustrated by Sicks Rainier Beer. This brewery is located in Seattle, has a Seattle agency (Miller & Co. ) . But the Seattle agency only handles the suds' West- ern Washington advertising. Virgil Warren has the Eastern Wash- ington, Northern Idaho and Western Montana advertising appropriation (i. e.. the Inland Empire referred to ear- lier). "Some idea of Rainiers success in using two agencies can be gleaned from the fact that it now sells 50% of all the beer sold in Washington — and beer is a pretty competitive field, as you know," he said. By the time we had covered the 3AN and I'd had a chance to talk briefly with most everyone in the agency and sit in on a staff meeting, it was time for my plane to Denver. Next stop, Marshall Robertson in that city. * * * SPOT RADIO {Continued from page 57) them played at point-of-sale. In other words, says Free & Peters, the musical theme can make a spot ra- dio announcement as distinctive as the artwork or type or color make a maga- zine ad. There's no reason why people can't be whistling the tune to a client's commercial if the value of such a mu- sical trademark is properly exploited. (This idea, incidentally, is not far- fetched: At the Tanglewood concerts this summer the Boston Pops Orchestra played a medley of popular commercial jingles in a symphonic arrangement.) The F&P presentation is typical of the creative selling many reps do to- day to promote spot radio as a me- dium. Presentations like the Free & Peters pitch actually point out to spon- sors new and effective ways of using spot radio. It's campaign strategy, not disconnected statistics, that the reps are selling. CBS Radio Spot Sales: This rep's "ntire pitch was founded upon an inti- mate knowledge of the prospective Hint's business. In order to get this \nowledge, the rep invested some fnoney to obtain automobile sales fig- ires from Polk's Motor Vehicle Re- A LOT FOR A PENNY The penny candy store that gave us the "grab bag" with a "lot for a cent" was worth an extra two- block walk — when we were kids. Growing up meant learning "quality vs. quantity". Maturity brought selectivity to the point of saying firmly, "no, thank you" to that which fell below our standards. WPEN is proving every day that "grab-bag" radio buying is kid stuff, and that there is a big "thank you, yes!" in delivering quality to the selective adver- tising buyer. Let us tell you some of the amazing success stories in which WPEN — and WPEN alone — has had a hand. THE STATION OF PERSONALITIES dial WPEN 950 Represented Nationally by GILL-PERNA, INC. • New York • Chicago • Los Angeles • San Francisco S SEPTEMBER 1954 123 FOR k 'i ACTION in translating 'i OUK ■ Spanisli speaking audience in the ' ireal Southwest. . . . ACTION in top perforn ance and pro duction bj a skilled staff of translators, and musicians. . . . A C T I O N in putting V< Ml; product in thousands of homes in the S;m Antonio .iron. . . . WE INVITE YOU TO ASK ABOUT OUR Knowfiow ^o-operation! and Qn-the-beam Results M.'un national advertisers have success fully invaded tliis profitable market througb KCOB's superb facilities and service. . . . • hi in are: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R. A, Cortez, Pres, SAN ANTONIO, TEXAS Texas' First Spanish Station /.'- pri ■ Richard O'Conncll, \,,fl. Adv. Ihr. 40 Ea t 49th St., New York 17, N. Y. PLaia 5-9140 LOS ANGELES — SAN FRANCISCO ports. \ml foi council the rep worked losel) with Lin< obi-Mercury - agency, Ken yon & Eckhardt. Vrmed with these figures and with an understanding ol the mai kel ing problems "I the account, ( BS Radio Spol Sales was able to rive .i i "ii\ incing pitch foi .1 spol radio s< hedule. CBS Radio Spol Sales did this by a comparison of Lincoln-Mercury's three major markets New York, Chi- i igo, Los Vngeles on the basis of car -ale- in 1954 against L9S3. These figures were expected to tell a Btor) because New York, traditionally a dif- ficult Lincoln-Mercury market, had shown large sale- increases Following extensive use <>l radio for Lincoln-Mer- cury in the New York area. Lincoln- Men nr\ had nol used radio extensive- ly in Chicago or in Los Vngeles dur- ing this same lime. The figures comparing the whole first quarter of L954 with the same pe- riod ol 1953 showed the three markets ahead in sales by the following per- centages: New York, 50.4^5 ; Chicago, 5M.9' , : Los Angeles. 51.1', : nation- ally, 25.3%. Sherril Taylor, sales promotion manager, and John Ucerman, account executive, It-It these figures were strong but not clinching. They showed New York, a tough market, having about the same sales increases as Lincoln- Men iii\'s potentially best market — Los Angeles. But they felt that the li- nn- might be able to tell an even bet- ter story. It occurred to them then that buying patterns in the three mar- kets were necessarilv different, because 11I the earlier spring >ar buying season in Los Angeles. "Let's compare the sale of Mercurvs during an 'on' month in these three areas," they decided. Vpril 1954 showed the following in- creases over Vpril 1953: New York, 11 1.7', : Chicago, 18.2^5 Los Vngeles, 11.4%. Now the point could he driven home: In New York the clienl had used radio extensively during this pe- riod, whereas he had relied on news- papers in Chicago and Los Vngeles. Having proved how radio had boost- ed Lincoln-Mercury's sales in one ma- jor metropolitan market, they set out to compare the coverage of the I BS ladio stations in the three major mar- kets with newspaper coverage. ["hey showed the advantage of radio with a coverage map ol the three mar- ket- with the counties drawn in. \ newspapers in deep red color blocked out the cover- age area of the CBS radio station in New York, Chicago and Los Vngeles v7CBS, WBBM and KN\ respectively. \ celluloid overlay then showed what counties the various those areas 1 overed, • In metropolitan New York, I.in- coln-Mercury would have to buy !"> dailv newspapers in the metropolitan ana to even approach the metropolitan < ov erage of W CBS. • In Chicago, Lincoln-Mercury would have to buy 12 dailv newspapers to approai h the 1 overage of W BBM. • In the Los Vngeles metropolitan area, Lincoln-Mercury would have bo buy 21 new-paper- to approach the metropolitan coverage of K.NN. Said Taylor: "Buying newspaped has been the past practice of all auto- motive manufacturer-, although in most cases it i- nol economically fea-i- ble. One CBS radio station in each of these markets blankets an area far !»•- yond the I oundaries ol these metropol- itan papers." I Inn the pitch got down to the -p»»- cifics of Lincoln-Mercury's advertising schedules. The firm at the time bought saturation schedules on the following stations for the indicated amounts moii'v weeklv : W CBS. New 'l ork — 84.593: WBBM. Chicago S2.006; kNY Los Migeles $930. hi all I markets other stations were also What do these budgets buy in tenn- of advertising impressions on each of these stations compared with what thev could buv in the leading new-pap' each market? ("BS Badio Spot Sales' answer was based upon the auto firm's habit of buying 1. 500-line ads in dailv 1 paper-. Here's what thev found: In New York Lincoln - Mi nun reached 10.100.920 listeners even week over WCBS Ion the basis of rat- ing- 1. With tin- same monev the firm would have made 991.510 advertising impressions in the Daily \ews Ion tin basis of Starch noting against circuit- ADVERTISING AGENCY Wanted h\ medium size Miduest It I I. (dvertising tgei i with large Radio and Television billing Inot ( hi- • rgo) a Radio and Television Station ( nnt,i.- 340 ad impressions on the Los Angeles Times. KNX showed up 1,426.5$ bet- ter in terms of ad impressions deliv- ered from that budget. CBS Radio Spot Sales wound up the pitch by putting the radio-newspaper comparison one other way, and then coming through with strong sell for the CBS radio stations. John Akerman delivered this presen- tation to the agenc\ as well as to the client directly and was successful in pointing out that in those markets where heavy radio was used, the sale ... but 14,000 post- card entries in Bob Trebor's recent Daybreaker's Jack- pot convinced us! These 14,000 en- trants not only rep- resented all Roch- ester but also 122 W towns outside Rochester. BOB TREBOR Your product- mes- sage will get JACKPOT results on Rochester's result producing morn- ing show, Bob Trebor's Daybreakers. 5000 WATTS 1280 KC. IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY id Mercury s increased almost propor- tionate!) and that with radio the com- pan) could reach and sell far more people at less cost. \mong the most interesting points to notice in this presentation is the fact that the rep in this instance did a great deal of research about the client's sales figures and sales patterns. He had to be familiar with certain market pecu- liarities and problems in order to draw the correct conclusions. Phis type of tailor-made presenta- tion is being used with greater fre- quency for large clients today than per- haps five or six years ago. While it is neither unique nor a sudden develop- ment, it does provide another proof of the increasing trend toward creative and scientific selling by the spot radio reps. Edward Petri) and Co.: This is a presentation aimed at any advertiser who's interested in reaching a special- ized audience — farmers. Against a background of radio pene- tration within the country as a whole, Petry analyzes spot radio's coverage of the rural and farm areas. The thing the advertiser must remember, says the presentation, is the difference in farm listening habits from those in cities. And the presentation backs this differ- ence up with figures. Farmers spend 38% more time with radio than people in metropolitan cen- ters. "Because newspapers arrive late and television hardly exists, radio is essen- tial to people on farms and in rural areas. That's why people in the coun- try spend more time with radio than those in metropolitan areas." Petry points out. The presentation breaks down U.S. radio listening habits in terms of hours each day by the size of the community. Then it takes this research a step fur- ther to show that farmers spend more time with radio than with any other advertising medium, relying upon it for their news as well as entertainment. Here's what was found: In terms of minutes that the aver- age American adult spends with four media I radio, tv. magazines, newspa- pers I , this is the breakdown among farm, village and city residents: Farmers spend an average of 189 minutes a day listening to radio, 33 minutes with tv, 31 minutes with news- papers. 26 minutes with magazines. ■ft SEPTEMBER 1954 PROGRAMMING for the LOCAL INTEREST FOOTBALL MARSHALL COLLEGE Huntington) COMPLETE SCHEDULE • • • WEST VIRGINIA UNIVERSITY COMPLETE SCHEDULE • • * HIGHSCHOOLGAME OF THE WEEK (7 SCHOOLS INCLUDED) • • • PLACE YOUR FALL CAMPAIGN ON BMI I e levlil • ■ s h e < <• '» h • ° U (A Program Aid) ,.,. I. .,,,1 practical rimelj ana i warkin« --...<; f°* " , presentation o «™f» " dramatic, comic and pic- torial fashion. The ven lateal »n|U« well as »« standard ; ,' arc developed |;lW>rllC- -'r' . i..,..|ies into photofenic Jetche. which .;». be <»<<> •■•* u • a- complete musical shows, a- production "»>»- r in variet, programs ;,r M scene-setting «g- ments. There are dozens of waya in Which ">..<"» adSl »e BMI Sketchbook to advantage. A Monthly BM. TV Service BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! Thev multiply, add, subtract and divide THEPY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized pro- gramming guarantees your message attention-getting IMPACT! SACRAMENTO SAN JOSE FRESNO • pe0ple ,,, villages spend I'M minutes ,la, U listening to radio, 41 minutes ui,l, u. 34 minutes with newspapers, 28 minutes with magazines. i itj dwellers listen to radio L39 minutes a day, watch t\ 112 minutes a day, read newspapers for 36 and maga- zines for 21 minutes daily. Having established the importance ,,f radio in the dail) schedule of farm- ,.,-. Petrj \s < - 1 1 1 on to analyze the .■Ho- rn mess of various types of radio pro- graming in Loth rural and cit) areas. • \,,d while farm programs are beamed at those in the country," he presenta- tion adds, "the} have big metropolitan | audiences too." Petry prove;- this premise with au- | dience composition -tudies of several farm pro-ram- emanating from At- lanta, Tulsa, Dallas and Los Angeles. | To strengthen the point that farm pro- graming attracts city audiences too, Petry cited the 1953 Whan Studv of ' North Texas. Whan had found that five different t\pcs of farm-appeal pro- I grams got a solid proportion of urban listenership as well. But does spot radio sell to farmers .' lVtn mentions just five major farm advertisers who derived top sales re- sults with radio: Reynolds Metals, a tractor manufacturer, Sears-Roebuck. Hercules Powder Co. and International Elevator Co. In each instance, the pres- entation shows the type of spot radio advertising these clients used and what results thev'd pulled. \\ ith this presentation Petry has sdld large schedules to a number of ad- vertisers who had not presum-h used spot radio to reach farmers. KLOK man WATTS — 1170 KC -7 ; c. .j-_ s«n hf»(ic,»co Studio, S*n Jo»» Mud,o» •" «-L.,J,im P O Bo. 967 , Hotel Ltnktrjh.m _ R.prtwnt.d by Jot>« E Pe.r.on Co *BC Spot Sales: What does a rep do when one program a\ailahilit> opens up? NBC Spot Sales wanted to sell 11 O'Clock News on WNBC. New York The) scouted out an advertiser wh0 was already using late-night radio and keyed their presentation entirel] to him: Its theme: Delivering a new audi- ence for this pharmaceutical advertiser. Since the client was alreadv using late- evening radio, the problem was to show how this particular program would give him something thai In- ex- Lsting advertising effort did not. This is how Hank Sheppard, sales promotion manager of NBC Spol Sales, tackled the job. Firsl he point- ed out that the client was already familiar with the efficienc) of night- time radio, -ince he had been UMiig it Successful) for -(ime time. "Bui . . .'" said he, getting to the meal of the me-sage. "Sometimes a new radio availability crops up, offer- qual or better \alues to an adver- tiser who i- alread) reasonably satis- fied with what he ha-."' Now, how could he make The 11 O'Clock Veu s more appealing than the news show the drug firm was then sponsoring? The presentation -tressed the pres- tige of the show in terms of national advertisers who had previously spon- sored it. The salesmanship and pres- tige of the show's new- commentator also came in for a big play. Then came the inevitable result stories. At last came the specific: "Grant- ing the sales effectiveness of the 11 o'clock News, what, specifically, does sponsorship offer X Product in terms of audience? The answer is a competitive pitch, putting WNBC ratings next to the rat- Lngs of the news show the client was then sponsoring. Sheppard points out that the WNBC show reaches an audi- ence that the client had not touched before — an audience with different characteristics than the one he was then reaching. Though Sheppard points to greater coverage bv his station than the other one. a .ower total cost of the show and cost-per-1.000. he recommends an in- crease in client's budget to include The U O'Clock Sens. Reps generalh avoid recommending that an adver-i tiser drop any spot radio advertising even if it is not on their station. But. warned the NBC presentation, if it eomes to a choice between the two, don'1 forget that the client's message, has virtualb saturated the compel. nc station's audience by now. This type of presentation is among the most frequentl) used. It's when a rep has an availability open for which he has some established ra di0 advertiser in mind. Hoe the re, doesn't have to sell the medium ,.,,., jus, sells, and sells hard, the ad- vantages his station and parUcuU. -how or adjacencies can offer LOUISE FLETCHER SELLS THE NEGRO HOUSEWIFE VIA WSOK NASHVILLE, TENN. SPONSO 126 SPONSOR ASKS {Continued from page 69) be used in the one show multi-market plan for all the markets. If a sponsor was to buy a different show in each market he would need different com- mercials for each show. Research has conclusively proven that commercials must be specifically designed to fit a particular program in order to be most effective. There is also the all-important matter of merchandising in connection with a television program. By using a syn- dicated film series in multi markets, the sponsor is able to gear a single merchandising campaign to one film series instead of developing campaigns for each market as would be necessary if local programs were purchased. As a result, the cost of this important aid to sales is kept to a minimum when a syndicated film series is used. Therefore, the advantages of a syn- dicated series are two-fold. First, a lower price for the series and secondly, the higher quality of programing ob- tainable. COST, QUALITY CONTROL By Bud Austin Vice President & General Manager, Telefilm Enterprises The quick answer to this question is : because it makes incontro- vertible sense for most advertisers. To answer this query honestly, we must be thor- oughly familiar nth the sponsors marketing, sales and dvertising requirements. Many adver- isers with limited objectives have used ther types of shows on multi-market non-network I buvs with some success, uch as live sports programs, news tele- asts. However, many major advertisers ave found it advisable to supplement leir live presentations in order to aach a wider audience base and obtain ie greater time mobility which syndi- Jted films provide. Let's briefly consider the important ements which the sponsor and his rency must review in making their lal determination: 1. Cost. It is possible for the onsor with even a modest television idget to make a multi-market pur- v fWBENJ is now basic CBS RADIO in Buffalo in The mighty array of CBS talent plus the longtime top-rated local WBEN programs make WBEN more lhan ever THE buy in New York State's second market. Call or write any CHRISTAL office Mew York, Chicago, San Francisco, Boston or Detroi t. SOUTHWEST VIRGINIA'S I'lOStee/l RADIO STATION This is our 31st year of SOUND SELLING to Roanoke and Western Virginia % 26 County Coverage with a WEEKLY audience or 118,560 families — a DAILY audience of 92,070 families. % All week long, day or night, WDBJ'S share of tuned-in Rcanoke audience averages 51 to 59%. Average tune-in: 7 a.m. to 8 p.m. — 24.9^; 8 p.m. to 11 p.m. — 19.4%. % About 25^c of Virginia's Retail Sales are made in the WDBJ area. £ An affiliate of the CBS Radio Network for almost 25 years. May we recommend your product to our friends? Sources — A. C. Nielsen Co. and Pulse of Roanoke Established 1924 ■ CBS Since 1929 AM . 5000 WATTS . 960 KC FM . 41.000 WATTS • 94.9 MC ROANOKE, VA. TIMES-WORLD CORPORATION FREE & PETERS, INC., National Representatives SEPTEMBER 1954 127 are we ha|)|)jj 7 Si S&atrl SERVING 300.000 LATIN-AMERICANS!! THE MIGHTY "MIKE 'OF SAN ANTONIO 250,000 Milliwatts Www National Time Sales — New York Harlan G. Oakes & Assoc. Los Angeles — San Francisco WANT TO SELL CANADA? One radio station covers 40% of Canada's retail sales CFRB TORONTO 50,000 WATTS, 1010 K.C. CFRB covers over 1/5 the homes in Canada, covers the market area that accounts for 40% of the retail sales. That makes CFRB your No. 1 boy in Canada's No. 1 market. REPRESENTATIVES United Stair*: Adam J. Young Jr., Incorporated Canada: Alt-Canada Radio Facilities, Limited chase ol a syndicated him program. There are a number <>f fii>t-run films available t<> him with Bizable discounts on .i multi-markel basis. He can also save monej on time buying b) con- tracting f<>r il on a local basis, and if necessary, using B or C time. Recent- ly, there has also been a trend toward double exposure in a market, at little oi mi additional cost. This provide* a higher rating and a lowei cost-per- l.iiuii pei commercial minute at a minimum expense. And of course, the ad\ erti.-ei u ith an eye to making a w i-e and economical buy will give serious consideration to buying reruns. The acceptability of reruns has been dem- onstrated too main times for us to re- \ ieu it here. \\ hen the sponsor uses the same show in a number of markets, his film program costs are usualh lower, hi- merchandising aids are bought in greater quantities and at discounts and his agencv charges are less since their advertising and promotional plans are concentrated on one, rather than on main programs. 2. Previous Experiences of Other Advertisers, sponsor's 12 Julv is- sue estimated that syndicated film sale- would reach .%() million this year — most of it in the half-hour field. Such diverse advertisers as Procter & Gamble. Phillips Petroleum. Falstaff Brewing. Carter Products. Samsonite Luggage, Canada Dry and Bowman Biscuit Co. are representativ e of the wide variety of sponsors who are suc- cessful using films in many markets. There are literally hundreds of region- al advertisers who have expanded into multi-market syndicated film buys. Al- most e\ erv issue of SPONSOR, and other trade publications, recite case histories chronicling their extraordinary suc- cesses. 3. Quality Programing. Films make it possible for the multi-market purchaser to offer $20,000 to $35,000 top drawer programs that rival the besl network shows. The purchaser has the added advantage of utilizing onlj those markets thai are most important in his marketing operation, consequent- ly, he needn'l sacrifice quality when he limits his buying. Locall) produced programs seldom compete successful!) with fine film series. The value- in- lieieni iii a prestige presentation are demonstrable assets in am advertising. I. Merchandising. The sponsoi who Inn - a synd icated film pro- m, which has been designed to pro- vide a Btrong merchandising sales as- rist, can exploit this advantage to the maximum bj coordinating his promo- tions on a multi-market basis. Because I'm motivated bv an understandable prejudice, let's discuss Telefilm'- Fa- bian of Si-otland ) aid as a -nod ex- ample of a film series with a strong merchandising plan : The multi-markel purchaser of this new program i- provided with a made- to-order sales promotion package. Rnli- ert Fabian, frequentl) referred t< "the world's greatest detective," will vi-it the major markets for the spon- sor. An advance promotion man will coordinate the over-all effort with the sponsor and his agency to assure the most favorable results. Fabian will meet with local 'hie official-, attend sales meetings, address local organiza- tions, grant press, radio and television interview-, autograph copies of his tvw. best selling books in local depart- ment and book stores. All this will parallel the advertising and promotion generated bv the sponsor and the -ta- tion. Bv the adroit use of premiums, newspaper mats, counter displ truck signs and billboards, strum. sponsor identification with his pro- 128 Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent audience rating leader since 1943. WHEC ROCHESTER, H.Y.- 5,000 WATTS \ ff«prncii'a*tv*s . . . IVIMTT-McKINNIY, Inc.. Now Y«*k. Chicot* IN P. O'CONNIU CO .lot Anaolet. $•■ from*"* SPONSO i gram is established. Thus the star of the program literally becomes a sales- man for the sponsor. While it is possible to build a effec- tive merchandising campaign on a lo- cal level, its effectiveness is greatly in- creased when put into operation on a regional level. Because of the limitations of space, we have examined those elements which have a general application. Spe- cific recommendations can be made only when the film distributor has familiarized himself with the sponsor's television requirements. MERCHANDISING TIE-INS By William D'Arcy Cayton President, Carton Advertising As president of Cayton, Inc., ad- vertising agency, and also presi- dent of The Big Fights, Inc. (new name for Great- est Fights, Inc.), syndicator of tele- vision fight film programs, I am in the unusual position of being on both sides of the fence at WHBF ROCK ISLAND, ILL. CBS FOR THE QUAD-CITIES is favored by location in a 4-city metropol- itan area, surrounded by 10 of the most pro- ductive rural counties in the nation. In both radio and tv WHBF is the Quad- Cities favorite. Les Johnson, V.P. and Cen. Mgr. I I I I I I WHBF;; TEICO BUILDING, ROCK ISLAND, ILLINOIS Represented by Aver y-Knodel, Inc. the same time. Accordingly, we sell our The World's Greatest Fighters — In Action L5-min- ute program and The Big Fight, the full-fight-as-fought one-hour program, with thorough familiarity with and cognizance of the problems of agency and sponsor. SpecificalK . and most important, this involves program pro- motion and program merchandising to secure maximum product - program identification for greater sales results. Of course, it's obvious that substan- tial advantages accrue to national and regional advertisers who buy a single film property as a vehicle for their ad- vertising in several markets. These ad- vantages include substantial savings in unity of effort, in merchandising the program to and through the company's salesmen and dealers, plus substantial savings in production costs by utiliza- tion of identical promotional material in all of the markets covered. For example, El Producto Cigars has purchased The World's Greatest Fight- ers— In Action in Boston, New Haven, Philadelphia, etc. They are merchan- dising this program forcefully on sales and dealer levels, as well as to consum- ers. In one run, coordinated promo- tional material was printed to cover all El Producto's World's Greatest Fight- ers— In Action markets. Compare the substantial cost savings involved in preparing one piece for a large run as compared to the costs in- curred by those advertisers who pur- chase a different vehicle in each mar- ket and try to do a proper merchandis- ing job. Individual promotional pieces must be designed and prepared, in- volving substantial extra creative costs, and extra printing and distributing costs as well. Further, by purchasing a single film property for use in several markets, sponsors secure program cost reduc- tions on their quantity purchase. There- by, the sponsor gets an intrinsically more valuable film property than he could buy in a single market for sin- gle market use and yet his costs are comparative. The Rainier Brewing Co. which pre- viously had sponsored different tv pro- grams in different markets, is now sponsoring The World's Greatest Fight- ers— In Action in all. Costs per mar- ket for program have not increased, but substantial savings in every phase of production and merchandising costs are being effected. And, most impor- I Vrf Last 4 years carried Wichita Indians baseball exclusive. •^ Standard Oil Company of In- diana sponsored all at home and away Wichita University football schedule last 2 years. •jf Theo. Hamms Brewing Com- pany has sponsored Wichita Indians baseball at home and away, last 2 years. I MEMO FROM DEE RIVERS — ro All time-buyers GEORGIA'S WEAS and its new 50,000 watt Westinghouse transmitter on its same old frequency 1010 should be included in your Fall Budget. COVERAGE PRICE makes it Georgia's BEST 50,000 WATT BUY CALL STARS NATIONAL IN NEW YORK — CHICAGO DETROIT — LOS ANGELES SAN FRANCISCO 6 SEPTEMBER 1954 129 Within 50 miles of the WJPS antennae there are 139,860 radio homes. This con- stitutes the primary coverage of radio station WJPS. Month after month during the past year, Evansville has been a HIGH SPOT CITY as published by Sales Management. It is the leading HIGH SPOT CITY in the state of Indiana. Dominating coverage in a HIGH SPOT MARKET means SALES. Let us prove our worth to you. Robert J. Mclntoih, General Manager • IMESfNTID ST The George P. Hollingbery Company <^D 'A RADIO IN EVERY ROOM" Evansville, Indiana There's more to WISCONSIN than Milwaukee The 53 counties (outside Milwaukee) in which WKOW delivers a merchan- disable audience account for almost twice as much Effective Buying In- come as Milwaukee, and over twice as much Total Retail Sales.* WKOW. Wisconsin's most powerful radio sta- tion, delivers the mail at less cost per thousand than any competing station. Ask Headley-Reed Company for important details. *SM Survey of Buying Power. WKOWCBS MADISON, WIS. Wisconsin's most powerful radio station Represented nationally by Headley-Reed Co. Lant, tin- compan) now has a bard- hitting, high impact, large audience program, and is securing measurabl) bettei sales results. It i- m itli these fa< i- in mind thai some major national advertisers who desire extra unpad in regional areas are now negotiating with us for both ..in quarter-hour U orld'a Greatest l-iiililrrs -In Action and our full-hour The Big Fight. \\ ith each program fea- turing the biggest and best fights of Rock) Marciano, Hobo Olson, Kid Gavilan and Sugar Ray Robinson. man) never before telecast, these pro- grams are proving a most valuable television property, lending themselves to forceful and effective merchandising at all sales levels. I ".questionably, important and mea- surable advantages accrue to the spon- sor who selects a single vehicle for use in man) markets, from ever) stand- point. ROUND-UP l Continued from page 67) station has an annual net time sales of $5,117. Total national time sales come to more than $2.6 million. In- eluded in these figures is income from special thesaurus shows ( holidav pro- grams, for example I. "One important factor in the over-all figure/ says Thesaurus, "is the income resulting from sales of Thesaurus" 1,800 singing- commercial jingles." e » * "Even if the initial run of a film program has a rating of 30.0, 7(1', of the t\ homes still have not viewed the episode and are a brand new audience on reruns." That's the first point made b) KPTV. Portland, in its currenl is- sue of Tv-Newsletter. "In addition to the 7()'r in the example above." the article continue-, "an average of U', of the people who saw the first run watch the rerun . . (or) another 10.295 potential audience . . . for the rerun. Between the times ol the first and second run-, thousands of new television home- have come into exist- ence. In an expanding market such as Portland, this could mean another V i increase in potential rerun viewing. The station figures that <">•">. 2' - of all the tv homes in the area are thus pro- spective v iewei- of a renin. dio." That- what WML Cedar Rap- ids, found out when it asked Eastern Iowa automobile dealers about the number of car radios in the station's listening area. "\\ Ml Radio conserva. tivelv li-t- the population of \\ M I Land at over 3.5 million people," the station says. "This same area con- tains almost one million radio homes and over 335,000 radio-equipped auto- mobile-.'" • • • Sidewalk superintendents feel r i « h t at home with WIBW-TV, Topeka's, latesl progress report on its new 1,010- ft. tv tower. I he report is made up in the form of a board with little knot hole- cut out. through which can !*- -ecu -< enes of the tower construction. • • • Mahoiiev Jk Howard. Inc., New ^<.rk ad agency, has formed a foreign adver- tising department, said to be the fir-t of its kind to adapt copy treatment. mechanics, production and media se- lection to specific audiences here and abroad. The ads will emplov symbols and idiomatic references peculiar t" the market being served. HOOPER Tells the KC Story! Look at these figures une '54 HOOPER 00 AM-12 N 8: The picture has changed! Net A — 25.8 Ind A — 16.0 • Negro1 KUDL — 13.4 Net B — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER — IN THE GREAT KANSAS CITY MARKET One car iii 1" doesnt have a ra- — ^ <£— C» »0" THI rit$T TIM NOMI TO** CO'lW&l K» catATia unus Cirr fat esxlte COvVU**f* , CLINTON 130 SPONSOR low to keep from getting lost in NEW YORK or CHICAGO Ever wonder whether Presba, Fellers & Presba was on North Michigan or South W acker? Ever worry as you pulled out of Grand Central Station hoiv many important calls you forgot during your three days in Neiv York? It happens to the best of us, at the worst times. Next time you're in New York or Chicago make every minute and call count by using SPONSOR'S 1954 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, netivorks, news services, representatives, TV film services, music and transcription services, research firms, hotels. 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. Mr Advertisers Mr Agencies Mr Associations M- Hotels Mr Networks Mr Researchers Mr Representatives M- Services Mr Stations M- TV Film Sources vK UNwUK ^e maSazine radio and TV advertisers USE New York 17 40 E, 49th ■ MUrray Hill 8-2772 Chicago .... 161 E, Grand * SUpsrior 7-9863 Dallas 1500 Jackson * RAndolph 7381 6087 Sunset Hollywood 4-8089 Los Angeles The U county Coffeyville trade area is a major market of 256,000 people. 40°o larger than Tulsa or Wichita. ewiiinn i o o tiui iiTer [WEED & CO., National Representatives Craig Laurence, general manager of WCBS- TV. \/<«/, becomes 7T Spot Sales gen- eral manager. Lawrence was V.p. of (Joules Broad- lasting Co, < If (.()/'. Boston) for 10 years before joining II CBS-Tl . Earlier, he managed Coules' first station, KSO, Des Moines. Arthur A. Bailey, president ol W ard U'heelock Co., Philadelphia, for past three years, joins Harry B. Cohen Advertising. \eu York, as vice president and member of account management group. Bailey will be Amm-i-dent account executive, one of several Block Drug Co. products handled by Cohen agency, lit got Amm-i-dent account on 1 August.) Among Amm-i-dent' s tv activities is alternate-week spon- sorship of Danger on Tuesday, 9:30-10:00 p.m., over 72 CBS Tl stations. A heavy spot schedule is being run on 107 tv stations. lion C. (iarratt. advertising manager of Pall Mall cigarettes, recently signed tor a nighttime radio program. For three years firm has sponsored Doug Edwards, news commentator, on CBS Tl . sharing sponsorship with Oldsmobile. Starting 15 Sejitember Pall Mull nil/ sponsor Edwards over lull (.BS Radio network three nights weekly Wednesday, Thursday and Fn Hole, formerly radio and television director for Brooke. Smith. French & Durrani e. Inc.. Detroit, joins Chrysler Corp. as supervisor of tele- vision senilis. His promotion is part of Chrysler's big fall drive to regain its sales momentum uhich has slowed down b\ extra-heavy competition be- tu cen General Motors and Ford. Hole uill work undci dirci tion of John R. Barlow, manager of Chrysler's advertising seniles, uhich will produce neu one-hour weekly tl "c\lruv:gan:a" on CBS Tl starting '■<> September. SPONSOR President, Bissell Carpet Sweeper Company, says: "We re proud that our business is 78 years young . . . still growing and still contributing to the growth of this thriving community. W'e'rc proud of the healthy expansion of business as a whole, throughout the entire WOODland area. WOOD-TV 's increased facilities are the natural result of this sound continuous area development." WOODIand-TV is big territory! Bissell Carpet Sweeper Company may be old in years, but it's "young in heart" and the firm's creative thinking continues to pay off. The new Bissell "Sweepmaster" has won good design awards from New ^ oik to California — and sales are still climbing! Throughout the entire WOODland area, you 11 find ample evidence of creative thinking — and increased sales. It's no accident that Grand Bapids. trading center of Western Michigan, ranks consistently among the nation's top ten in general busi- ness increase. And this rich, growing Western Michigan market is all yours with WOOD-TV . . . first station in the country to deliver 316,000 watts from a tower 1000' above average terrain. For top coverage of the primary Grand Rapids market — plus Muskegon. Battle Creek, Lansing, and Kala- mazoo, schedule WOOD-TV. Grand Rapids' only television station! WOOD-TV )% GRAND RAPIDS, MICHIGAN Jh^_ GRANDWOOD BROADCASTING COMPANY • NBC. BASIC: ABC. CBS. DuMONT. SUPPLEMENTARY • ASSOC I ATED Wl TH WFB M -A M AND TV. INDIANAPOLIS. IND • WFDF. FLINT. MICH.. WEOA. EVANSVILLE. IND. • WOOD-AM. WOOD-TV. REPRESENTED SEPTEMBER 1954 133 The excitement year Tin* fall network television pattern i- the mosl complex in the histon ol network broadcasting. There are al- ternate-week program patterns. There are spectaculars rotating with three-a- month shows. There are rotations within the rotations. Everybody, in fact, is rotating i! nol spinning with the novel twists of the season. Hut we predict that advertisers will reap their reward in greater viewer excitement than ha- been known since the firsl u scan the -how roster. Bui you can't help I eing stru< k also b) the stead) climb in -how costs ovei the seasons. Weekl) costs once labeled fabulous are now becoming a\ erage. Warnings about t\ costs had become a cliche of the indu trj in seasons past. I!ut it's common sense to conclude that somewhere there has to be a ceiling. It's to be hoped this year will be the one in which costs reach their leveling of! point. It's appropriate to recall that -tars and dollars are not the onl) mag- nets for audience. Sometimes the shows Iniilt on -urcessful execution of out- standing ideas lasl the longest a- audi- ence favorites. Government pressure If advertisers have evej wondered \\h\ radio and television sometimes seem permeated 1>\ the "play-it-safe" philosophy, the Bricker investigation brewing in Washington helps explain it. I he networks are faced with the prospect that the) will have to appear and spend endless hours in testimon) this Januan at the behest of Senator Flicker and the Senate Commerce Committee. No other business ha- to operate under this kind of poised axe. It has not been made clear what re- quires investigation. Indeed man) Washington observers read signs he. tween the line- of personal pique bj Bricker over the manner in which net- work commentators reported his recent unsuccessful attempt to revise the treaty-making powers of the President \- committee chairman the Senatm i- in a position to call the industr\ to account for an) reason at all. Government regulation of broad< a-t frequencies i- as necessary a- traffic regulation on the highways. But are there enough safeguards to prevent government regulation from becoming government rulership by innuendo.' Perhaps the real investigation ought to he into modernization of government legislation and procedure in supervi- sion of radio and television. Broadcast frequencies are a natural resource of the I nited States and should he used in the public intere-t M provided b) the Communications of 1934. But since that act was writ- ten radio-t\ have emerged as far more important to the nation than could have been conceived at that time. I lie broadcast media were not then the na- tion's priman -ource of information and entertainment. Thev are today. Applause Frank Stanton's editorial ( BS President Frank Stanton's plea to "lift the curtain of silence" im- posed on radio and television in the ■ urrent hearings on the resolution to .en-Hi,- Senator McCarth) advanced the i ause ol equal rights lor electronic JOU] n.ili-iii. I he struggle ha- been raging for more than a quartet ol a centurj . and much progress has been made. Never before, however, ha- an) responsible radio and u interest taken the issue directl) to the public through the \ en facilities which time and again have brought the new- to \meriea'- home- fastei and with greatei impact than evei before. Not to resist this i on- linuing Congressional discrimination against air media was unthinkable. CBS chose to present its case as fair- l\ a- good democratic traditions dic- tate h\ offering an equal opportunit) to the opposing view. If radio and tv are to he dynamic new- media as well as entertainment vehicle- their rights to present the neu- in the form best suited for public in- formation and apprai-al must not he curbed. In denying that right to news media upon which millions of people depend lor information and enlighten- ment the public interest is < learK be- ing challenged. \- Frank Stanton -aid. ". . . radio ami television cannot continue to pla) their rightful role in electronic join- nalisin if the) are not allowed to d We at CBS earnestl) believe tha these times an) means of commui lion which can help bring light, -timu lus ami knowledge to the minds of ma must he kept free and open to al points of \ iew. "It i- for this reason that we at t K a-k your support in our efforts to lif the curtain of silence that has descend ed on the forthcoming bearings. W a-k the committee itself to reconside it- ruling against radio and tele\i- so that you. sitting in your own hom< always ma) exercise one of \our moi precious rights: the right to be ii formed. 134 SPONSO EFFECTIVE SEPT.26 on U,n€m-TV FACSINUU SERVICE Irving SAGINAW, BAY CITY, NBC J- GERITY jr. PRE$< ^£i£l^EED, NEW ^!L£HlCAeo^MICMIGAN MIDLAND & FLINT -289,793 SETS DuMont J-H. SOME Gen. Mgr. SPOT SALES. DPT.n.T „ , r „ , ,- , , District Commissioners Renah F. Camalier, Samuel Spencer and Brig. Gen. Louis W. Prentiss Public service sells goods... on WWDC! ff. . . best radio buy I ever made!" — says JACK BLAxN'K, sponsor of "REPORT TO THE PEOPLE" The biggest Pontiac dealer in greater Washington Arcade Pontiac started spon- soring "Report to the People" (through Kal, Ehrlich & Merrick) three years ago. It's really a public service show featuring the three District Commissioners on a rotating basis. They discuss district problems and answer off-the-cuff questions from reporters. Year after year this show sells Pontiac automobiles for Mr. Blank. Every show sells on WWDC! WWDC can sell for you, too, in the always-rich market of Washington, D. C. Let your John Blair man tell you the whole WWDC story. Jack Blank of Arcade Pontiac ARCADE P0HTIAC COMPANY The "results" station in WASHINGTON, D. C. REPRESENTED NATIONALLY BY JOHN BLAIR d CO. 2 7 1954 2fc«iWEMBCR 1954 the Xr earn Cat n the Land of Mi/it and Honey / 50* per copy* *8 per year is RADIO COPY BRUSHED OFF? page 31 Saran Wrap spends $2 million on tv, has meteoric sales i page 34 I 00000 Only Full Time Operation in 100 mile radius. Interconnected CBS, ABC, Dumont, for 55 counties. Yep! bigger'n Baltimore! HAYDN R. EVANS, Gen. Mgr. • REP: WEED TELEVISION Behind scenes at Marshall Robertson Bozell & Jacobs page 37 Quality Radio Group what it otters radio advertisers page 40 Phillips Petroleum finds spot tv film gets results page 42 Tv Dictionary Han for Sponsor? Radio's renin' in Baltimore -and the big bargain is still W-l-T-l 143,000 radio sets sold last year; only 48,000 TV sets! W-I-T-H's audience is bigger now than ever! And the rates are just the same. More than 143,000 radio sets have been added in the Baltimore area. Now more than ever — you get a lot for a little from W-I-T-H. Baltimore is a tight, compact market. W-I-T-H covers all you need with top Nielson at rates that make it possible to get the frequency of impact that produces sales. Get your Forjoe man to give you the whole story about W-I-T-H and the Baltimore market. -in Baltimore TOM TINSLEY, PRESIDENT REPRESENTED BY FORJOE & COMPA 1 Paradox in radio copy Perils of tv packaging Rep buys radio to sell radio Intensive SPONSOR study among major agencies discloses radio commer- cials are getting second-thought attention. Admen who say privately this is so add, paradoxically, that radio copy has not suffered. Reasoning is that writing for tv has sharpened veteran radio copy- writers. But it's problem, many agency executives felt, to maintain level of radio performance for future as many writers come into busi- ness who've never written for radio. For review of problem with suggestions from admen on how to control writers interested only in tv, see article page 31. -SR- Perils of independent tv packager are illustrated by Rockhill Produc- tions' experience with planned Claudette Colbert show. Packager put $80,000 into production and sales effort for pilot of Colbert-starring situation comedy, went for months without sale. Few days after option on star lapsed, Rockhill sold show to Midwestern sponsor. Price was $37,500 weekly and client wanted to sign for firm 2 years. But by this point star turned down deal which would have netted her $10,000 weekly or million dollars in 2 years. -SR- For probably first time a rep is using radio to sell admen on buying his stations. Richard O'Connell is buying 2 announcements weekly 9-28 September on WPAT, Paterson, to reach timebuyers and account men. One-minute e.t.'s were cut by Lindsay MacHarrie, who used to be Y&R supervisor of daytime radio. They run Tuesdays and Thursdays at 10 p.m. to sell Sombrero Network, headquartering at KCOR, San Antonio, and Lobster Network in Maine. O'Connell reasons lot of agency people like to relax with music after hard day at office. -SR- Trend of major air advertisers to buy radio aimed at important spe- cialized audience segments is emphasized by growth of radio slanted at Negroes, who represent 10% of U.S. population. SPONSOR survey shows over 400 stations (primarily independents, although many major network affiliates have joined in) are programing average of 28% of their schedules to Negroes. Dozens of major national advertisers place schedules directly, or through co-op channels, in Negro Radio today. Negro-slanted air shows are even available on network basis (via NNN). SPONSOR'S fourth major study of Negro Radio begins p. 47. -SR- One of reasons for success of Negro Radio is fact that many Negro slanted stations are capturing major slice of Negro listening. Admen recently saw good example of this in New Orleans, where special Hooper study showed WBOK got 44.3% share of Negro audience from 7:00 a.m. to noon, Monday through Friday, and 19.0% share in noon-6:00 p.m. period. Hooper study covered period April through June 1954. Such facts are striking when you consider that in many Southern markets Negro com- munity represents from 30 to 55% of total population of city. SPONSOR Volume 8, Xo. 19. 20 September 19.">4. Published biweekly by SPONSOR Publications. Inc. Executive. Editorial Advertising. Circulation Of! New York 17. Printed at 3110 Elm Ave.. Baltimore, Md. $8 a year in U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1949 at Baltimore postoffice under Act of 3 Mar. 187S Over 400 stations in Negro Radio Negroes prefer specialty stations kii'oki TO SPONSORS lor 20 September 1954 U.S. public poor at reading Time buying and selling course Potent argument for effectiveness of radio and tv as against printed media contained in 1 September "Grey Matter," Grey agency newsletter. Grey urges advertising industry get behind movement to "double the audience for printed advertising" by increasing public's ability to read. "The American people are extraordinarily poor readers — the art of reading is almost unknown to our masses," says Grey. Watch someone in radio-tv follow up with pitch based on poor ad readership vs. easier comprehension through talk and/or demonstration over air. -SR- Course in time buying and selling starts 26 October under auspices of Radio and Television Executives Society, New York. Course is probably first of its kind, could help train young buyers as well as orient- ing broadcast executives. Senior timebuyers have long complained of difficulties in suitable begineers. "They all want to become tv directors," is way one veteran described timebuyer job applicants. RTES course is open to members and non-members, will take place over lunch at Toot Shor's. Cost for lunch is 33.50. Series includes 13 lectures. -SR- Camera for Radio-tv may be losing status as most-measured media. Alfred Politz tv research? has developed way of checking exposure to billboards using camera hidden behind poster. Will some radio-tv researcher counter with camera hidden in tv sets? It would be one way to get percent who view commercials. British admen studying U.S. tv All-media ARF study -SR- British admen are coming to U.S. to study tv methods now that opening of commercial service is set for next summer start. Writing to SPONSOR for an assist in making U.S. tv rounds, president of London agency, Service Advertising, said:". . .it *s a new baby with us over here and naturally we are anxious to be right on the ball with it." -SR- American Research Foundation is tackling tough job: " 'design' for audience studies of major media on an integrated basis." Committee has been appointed under Lyndon O.Brown of Dancer-Fitzgerald-Sample to develop plan for audience study of magazines which will be integrated with plans for audience studies of other media. Basis purpose is to find sound basis of comparing all media. \ru national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Appalachian Apple Service. Martms- burg. W Va V La Rosa & Sons. Bklyn Ccncral Electric Schenectady Sparton Television. Jackson. Mich Procter & Camblc, Cinci Underwood. NY Apples Macaroni prods Radio & tv sets Radio & tv :cts Oxydol Lewis. Edwin Ryan. Wash Kiesewetter. Baker. Hagcdon & Smith. NY Maxon, NY 14 major mkts 9 tv mkts 20 radio mkts 156 mkts 350 stns David J Mahoncy. NY 10 Midwest mkts DF-S 50 mkts Leader Portable Type- Brooke Smith. French 32 mkts writer & Dorrancc Tv: anncts: 16 Sept: 8 wks Tv: 20-. 60-sec film anncts: ' j hr 1 wk film show i in 4 mkts1 Radio. 20-. 60 sec anncts: 1 Oct: 26. 39 & 52 wks Radio: 60 sec anncts; 4 Oct: 6 wks Radio: 60 sec anncts. 10 Oct: 10 wks Radio: anncts; 20 Sept: 39 wks Tv 20-. 60 sec anncts: 7 Sept; 3 wks SPONSOR The Acme Story and WATV Do YOU have a sales problem? c h a n n e © watv covering metropolitan new york-new jersey TELEVISION CENTER, NEWARK 1, NEW JERSEY REPRESENTED BY WEED TELEVISION CORP. 20 SEPTEMBER 1954 3 -- le magazine radio and tv advertisers use Volume 8 Numbe 9 20 September 19 II ARTICLES DEPARTMENTS Is radio ««»/»!/ iotlay's agency stepchild? Has tv's meteoric rise as champion of media billings and glamor affected the way top agencies handle radio copy? SPONSOR reports on a series of off-the- record talks with key agency executives on the quality of radio copy •* ■ The incredible tv success story of Sarttn Wrap Network television programing helped industry giant Dow Chemical skyrocket sales of its first consumer product. It's spending $2 million in tv •*•* SPONSOR visits ;> V.S. agencies: II In second of three articles SPONSOR goes behind-scenes at Marshall Robertson, Denver, and Boiell & Jacobs, Omaha. Based on 5,337-mile trip •*' Quality Ratllo (iroup: what It has to offer Formation of C)udlity Radio Group has been called one of most significant re- cent radio developments. Here's what ORG offers radio advertisers -III Why Phillips likes spot film Phillips Petroleum, multi-million dollar corporation, is one of largest users of tv film in multiple markets. Spot pinpoints messages to key markets ■*£ Tv Dictionary Handbook for Sponsors: IV Are you seeing the whole tv picture? Reading SPONSOR'S tv dictionary will provide broader outlook as well as knowledge of specific terminology I I TIMEBUYERS AT WORK AGENCY AD LIBS 49TH & MADISON SPONSOR BACKSTAGE NEW AND RENEW MR. SPONSOR, Russell Klemm NEW TV STATIONS NEW TV FILM SHOWS FILM NOTES RADIO RESULTS SPONSOR ASKS AGENCY PROFILE, Arthur Bell e P. S. ROUND-UP TV COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS \ I «.HO RADIO SECTION starts paye -17 1. \eyro Radio eonws of aye "Blue-sky'' selling of earliest days has vanished. Today Negro Radio has respect of its audience and the advertisers -tit 2. ISeyro Radio: a step-by-step analysis Number of Negro-appeal outlets has jumped 1,000'r since 1949 «>ll 3. \eyro Radio Results Higher-than-average spending by Negroes for quality products can be turned to advertiser's advantage through well-planned use of Negro Radio «*» 4. 1MN1%: \eyro Radio's network New National Negro Network built arcund transcribed show has 45 outlets •*•» 5. Tips on selliny via \eyro Radio Approach should be simple, factual, built on logical "reason why" •>» ft. Xeyro Radio's titlent Here's a portfolio for timebuyers of Negro Radio's top performers f •»/ 7. \eyro Radio listiny Details on number of hours programed weekly by Neg-c stations I •»" Editor and President: Nor~ar R. 1 Secretary-Treasurer: Elaine Coupe Vice President-Genl. Manager: £ Editorial Director: Miles David Senior Editors: Charles Sinclair, Al' Department Editor: Lila Ledermer Assistant Editors: Evelyn Konrad Marks, Keith Trantow Contributing Editors: Bob ; Editorial Assistant: Karolyn Richr- Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Robert Advertising Department: Edwin (Western Manager), Homer Gr west Manager), Arnold A pert [M* ager), John A. Kovchok ager), Kathleen Murphy, Stewart - Circulation Department: scription Manager), E Kahn, Minerva Mitchell Readers' Service: Augusta B. Shea I Bookkeeper: Eva M. Sanford COMING SPONSOR visits .» I.S. agencies: III Last of three-part series giving intimate look at five agencies describes opera- tions, radio-tv setup at Gardner, St. Louis, and Campbell-Ewald, Detroit I Oct. PublUhcd M»... . i v SPONSOR PUBLIC combined »lili TV I ,. v ■ VorK IT N "i TrlfphocH Ml m Bl E fJnnd Ilillji- Offlc. 2Tf« Cl dolph ?3S1 l> - Vneolrs i> ' •" - • \v. Haltlronrc 11 ar. Canada and tortlfr I s \ X 1 Ml" SPONSOR PUBLICATI don't nPICK BLIND" H SHREVEPORT! It ok at KWKH s HOOPERS! JAN. -FEB., 1954 — SHARE OF AUDIENCE Hoopers show that despite competition from four other stations (and all three other networks), KWKH and CBS are the BIG Shreveport favorites. And of course Metropolitan Shreveport represents only a fraction of KWKH's total coverage! TIME KWKH STATION 8 STATION C STATION 0 STATION E MON. thru FRI. 8:00 A.M. - 12:00 Noon 38.1 19.5 6.2 16.0 19.5 MON. thru FRI. 12:00 Noon -6:00 P.M. 44.3 21.2 9.2 6.1 19.4 SUN. thru SAT. EVE. 6:00 P.M. - 10:30 P.M. 54.6 11.2 8.5 24.0 •ok at KWKH'S SAMS AREA! S.A.M.S. credits KWKH with 22.3% more daytime homes than all other Shreveport stations, combined! Yet KWKH gives you 89.4% more listeners-per-dollar than the next-best Shreveport station! KWKH A Shreveport Times Station I TEXAS REVEPORT, LOUISIANA 50,000 Watts • CBS Radi The Branham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager TEXAS ARKANSAS 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 • the only independent • the least expensive • the lowest cost per thousand families KBIG Ihe (alalino Station 10,000 Watts 740 °v?r JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, California Telephone: HOIIywood 3-3205 Nat. Rep. Robert Meeker & Ajjoc. Inc. Rurbtiru Meruit. C. J. LaRoche, .\eu ) ml. radio-ti reps could cut a timebuyer's work in halt by standardizing their availability lists, con fir mat io of orders and schedule changes. "We hair to s//c/ir/ too much time figuring out how the different forms arc set up" says she. "It would help the re\i\ tan it the) could devise a system whereby the mimeographed availability list they pet tram the sta- tions could be the one that we see. Essentially, they'd just need to hate rules and ratings inked in. and if the\ nere Standardized, the\'d do the job tor Si Lou-is. Products Seniles. New York, found that saturation spot radio produced speedy results lor Strauss Stores. "Just last spring," he told SPONSOR, "Strauss had some 8.000 tires sitting in his warehouse. We put on a four-week radio campaign. with 200 or more announcements a week. Hetore the campaign was oier. Strauss had to reorder tires, in automotive accessories retail chain. Strauss started using radio this year. The firm has already had a 900% increase in bicycle sales. 500$ increase in seat cover sales over 1953. 19.">1 budget is 80r; radio." Frances John. Bryan Houston. New York, i ante into buying radio and tv alter years purchasing space. "The print experience has helped me a lot. she told SPONSOR. "Print experience can help any timebuyer. I leel that knowing all media gives the Inner more scope in eialualing any one medium. At this agency, we're all-media buyers and must hate both print and air experience to make our media recommendations. It you know the effectiveness ol competing media, you can eialuate your oun medium better. Robert .1. Burke. Cunningham & Walsh. \eu ) ork, suggests that more stations start including announcement packages on their rate cards. "Advertisers' budgets could be elastii ized." Says he. "it they could take advantage oj the large discounts that are mailable by using 'packages'." It these dis- counts were made known to the agency early enough, he adds, more announcement campaigns could be included in the original media recommendation tour parties would benefit: advertiser: agency that places the business: and the rep and Stmtioi SPONSOR It won't help you... if it's not available When you're shopping the Los Angeles and San Francisco radio markets, be sure you buy availabilities that aren't picked over remnants on the bargain rack. Choose where the stock is best ... on KHJ and KFRC where consistently good programs and spots ARE avail- able ... to fit your requirements. Remember, high specific ratings can't sell for you if you can't buy them... high aver- age ratings mean nothing if the spot you buy rates low. On the Don Lee stations, low, low daytime rates apply to nighttime, too, delivering the serious, responsive, high- spending Los Angeles and San Francisco markets at a cost-per-thousand that you'll recognize as a real bargain. Want more details? Ask your Don Lee or H-R Repre- sentative what's current and choice . . .he's got 'em! Represented Nationally by H " R REPRESENTATIVES, I n c 20 SEPTEMBER 1954 WASHINGTON "The Apple Capital of the World" KPQ's N.C.S. AREA GIVES YOU \ Washington leads the nation in apple product.cn . «* dollar volume exceeds that o the California Orange. Washing*,,', ,ovvesf fluency Sfin a i- CEST L' e',Vers B'C- ^«T ranch covera** 500.000 new acres ^rL' ' ' bia Basin. C°'Um- 5000 watts ... the most powerful station between Seattle and Spokane . . • '" the center of Washington. ABC-NBC 500O WATTS 560 K. C. WENATCHEE WASHINGTON Reg. Rco. -MOORE & LUND, Seattle, Wash. Natl. Rcp.-FORJOE & COMPANY, Inc. 3 In Bob tore man In a medium where innovation i> familiar and noveltj has become commonplace, this fall season -hould prove the most interesting by far of all the t\ falls we've experienced to date. We are laced with several diverting and diametrically opposed philosophies. In addition to waning philosophies, we have color to watch, for color will get it- first real chance as an advertising tool and it- bigge-t opportunity to date to create set demand. Add to all this the impressively improved quality of tv product now available to broadcasters and their audiences on local as well as network level and the premise set forth in the opening sentence seems (to me anyway) \alid indeed. In the years previous as we ushered in each new season, other things concerned us — such as rapidly rising costs or the dilemma of film \-. live or the effect of rerun- on a time slot I don't mean to imply that we have attained definite conclu- sions on all of the queries raised previously, hut we at least have acquired the ability to shrug them off. This year, how- ever, is hearing an entirely new crop of quandaries. In fact, the entire structure of programing may he at -take. We will witness the outcome of the so-called "extra?* ganza" vs. the more typical weekly program with it- familiar face> and situations and -ingle sponsor (or cosponsors). Not only will the program -tincture of the medium he vitally affected by the outcome of this battle (which i- essentially a CBS vs. NBC joust) but the relation of advertisers and ad- vertising to the t\ broadcasting business also hangs somewhat in the balance. If the extravaganza out-extravaganzas it-elt- in other words, if each succeeding opus take- the bloom off the next and the unexpected become- expected and then un- wanted, as might well occur, the high cost of these works plus their lack-to-the-advertiser of continuity, of frequency and identity or integration will have a distinct bearing on the in- dustry's pattern the following year. Also, if thi> doe- hap- pen, CBS. by adhering more rigidly to the half-hour weekly format. -ingl\ sponsored or cosponsored, will become the norm if not the king-pin in l()o<>. On the other hand, if Pat Weaver has created the pattern that -tick-, it i- obvious thai more of same will be in order- not only on NBC but at the three other network-, too. In fact, the other- are already leaning in that direction without top- i Please turn to page 74 > SPONSOR RIGHT THIS WAY THINGS ON REELS! / DELIVERS THE AUDIENCE . . . ALSO YOUR COMMERCIALS! PASSPORT TO DANGER This show combines a big box-office star and a sure-fire subject: intrigue and espionage in cities all over the world. As a globe-trotting diplomatic courier, Cesar Romero gets in and out of trouble like you and I get in and out of the bathtub. The films are the work of Hal Roach, Jr., and what's more, they're brand-new . . . never before shown in any market. Romero is available to add excitement to your commercials. Want more facts? Call: In NEW YORK: Don L. Kearney, 7 West 66th St., SUsquehanna 7-5000 In CHICAGO: John Burns, 20 North Waclcer Dr., ANdover 3-0800 In HOLLYWOOD: Bill Clark, 1539 North Vine St., HOllywood 2-3141 ANOTHER HIT FROM ABC FILM SYNDICATION, INC THE WORLD'S MOST FAMOUS MAGICIAN WILL DO FOR YOUR SALES ! A brand-new series with — PRESTO !— a ready-made audience of 50 million fans, most of them adults, who follow the famous magician in comic strips. Here's adventure, mystery . . . plus all the surprise and excitement of leger- demain at its best. Coe Norton, a top TV actor and skilled magician, plays "Mandrake." How can you go wrong with a selling force like this? In NEW YORK: Don L. Kearney, 7 West 66th St., SUsquehanna 7-500C In CHICAGO: John Burns, 20 North Wacker Dr., ANdover 3-0800 In HOLLYWOOD: Bill Clark, 1539 North Vine St., HOllywood 2-3141 ANOTHER HIT FROM ABC FILM SYNDICATION, INC. Syndication, Inc | *J t > a WANT MORE REEL HOT SHOWS? RACKET Renewals total »ries became t series r n, cation la SQUAD '** Mailable since the 85.7' , for sy ndi- ***A»'S KALElDo^J^^HE PLAYHOUSE ! !d fhe «-., SyndiM(^COPE . .., _ket contracts^ *«»"» annual Tv B.ILLBOARD'S V film awards? RACKET SQUAD: Geared to sell to a ready and waiting audience . . . combining fast-paced entertainment with public-service appeal ... at just a fraction of its original cost! 98 half hours available. KIERAN'S KALEIDOSCOPE: Witty John Kieran, writer, sports authority, naturalist, and colossus of knowledge, holds a mirror up to nature to provide unduplicated entertainment for the entire family. 104 quarter hours available in 26, 52 or 104 segments or in our unique library plan. THE PLAYHOUSE: This dramatic series, sparkling with big box-office names, has a big-time, network quality that you couldn't duplicate for many times its cost to you! 52 half hours. Get full details . . . call! In NEW YORK: Don L. Kearney, 7 West 66th St., SUsquehanna 7-5000 In CHICAGO: John Burns, 20 North Wacker Dr., ANdover 3-0800 In HOLLYWOOD: Bill Clark, 1539 North Vine St., HOUywood 2-3141 3 MORE HITS FROM ABC FILM SYNDICATION, INC. 0 1 > t t MADISON SPONSOE invites letters to the editor. Address 40 E. 49 St., New York 17. DANNON YOGURT I want to express my sincere admir- ation for the really professional job you did on Dannon Yogurt ( "Radio- tv's mission: to make yogurt as Amer- ii an as hot dog," 23 August 1954, page 40 1 . As I was rereading it last night, it struck me that you welded the whole assortment of relatively unin- spiring facts into a fast reading, re- markably interesting piece. Thanks from the Dannon people and from all of us here at the Zlowe Co. Milton Sutton Copy Chief The Zlowe Co. New York FALL FACTS Like many other people, I am all too remiss when it comes to handing out l>ouquets, but I don't want to fail to compliment you on your recent 8th An- nual Fall Facts issue. It is the finest of nam fine jobs done by SPONSOR. Jerry N. Jordan N. W. Ayer & Son Philadelphia ALL-MEDIA BOOK We are getting plenty of promotion about your "All Media Evaluation Study Book." We ordered this the first time you mentioned its proposal of publication, hut as yet have had nothing but more promotion. How about delivering the orders al- ready placed ? Maybe we'll want more, but let's see it first. The series and your magazine have done a swell job. We like your pub- lication and have to order more sub- scriptions as the "pass along" copies get stalled, as being too interesting to Kan. Thanks for your good urgent work in this pressurized industry. C. Reid Webber Webber Advertising Agency Grand Rapids • SPONSOR'S All-Media Study (168 pages) will he in the mails in late September. Copies S4 each, with discounts for quantities. 20 SEPTEMBER 1954 I should like to place an order tor two copies of your soon-to-be-published All-Media Evaluation Study book as soon as it is released to the public. Wesley H. Wallace Dept. Radio, TV and Motion Pictures University of North Carolina Chapel Hill, V. C. Please consider this letter our order for two copies of sponsor's All-Media Evaluation Study. Many thanks. Roger C. Bumstead Media Director David J. Mahoney New York • Copies of SPONSOR', All-Media Evaluation Study book containing the -<> articles in its all- media series arc now available. Price ifc $-!• a copy. You may order by writing to 40 E. 49 St.. New York 17. STORE TESTS RADIO Would appreciate receiving 24 re- prints of the article starting on page 44, entitled "A department store tests radio." August 9 issue. It's just plain excellent. Fred L. Bernstein General Manager WTTM, Trenton • Reprints of "A department store tests radio" cost 10c each. Quantity prices on request. SPECIAL PUBLICATIONS As a subscriber to your very valu- able publication, I should like to take advantage of your free offers and re- quest the following: I 1 i sponsor's 1954 Radio/Tv Di- rectory. ( 2 I 1954 Program Guide, i 3 i 1954 Tv Dictionary/Handbook ( to be reserved pending publication in book form I . Again, many thanks for the useful information we obtain from your pub- lication. A. K. Dixon Chief, Research & Reports National Film Board Ottawa • SPONSOR'S 1954 Radio Tv Directory and Program Guide are available free to subscribers. Extra copies of the Program Guide cost S2 each. The Tv Dictionary/Handbook is now being run in installments and will be free to subscribers in book form. Extra copies, S2 each. TV DICTIONARY/HANDBOOK As a subscriber. Id like to reserve a copy of the new Tv Dictionary/ Handbook for Sponsors to be sent to my home. Also, how much will extra copies cost? I would probablv need it takes TOWER and POWER to cover the Dakota area KXJB-TV gives you more of both RJ.IIDALu&. / iMVUFJFfo Grafton COMPARE KXJB-TV Station B Tower 1085 ft. 433 ft. Power 100 KW 65 KW Above sea 2495 ft. 1383 ft. In 100 MV M Area Pop. 327,500 256,900 Families 86,300 69,700 Retail Sales $397 mi. $292 mi. In the 100 MV/M area KXJB-TV will give you 27% more people, 23% more families; 36% more retail sales. Live interconnected Sept. 26th. KXJB-TV CBS Primary— DUMONT VALLEY CITY FARGO .©. NO.DAK.BDCST.CO.INC. Box 626 Fargo, N. Dak. Phone Fargo 4461 KSJB-600 KC, Jamestown KCJB-910 KC, Minot KCJB-TV-Ch. 13, Minot REPS: WEED TELEVISION 13 tra the Kings and Queens of Hilarity guaranteed to Revive, Renovate, and Revitalize the Sagging Spirits The capers of a most clever couple ETHEL&ALBEBT The merry mishaps of a mighty mite Fabulous fun with a frantic ex-fighter The irresistable, impulsive, incomparable IfflGCrSffS COCA The one, the only jnonr » i » alternating with dancing, dashing DONALD O'CONNOR A great new entertainer, worthy member of this classic and unequalled retinue GEORGE GOBEL And to play, sing and dance to the favorite ballads of the nation And as a special added attraction . . . Every fourth Saturday, 9:00 to 1 0:30 pm, a stupendous 90 minute NBC "LIVE" COLOR SPECTACULAR ... "MAX LIEBMAN PRESENTS- SOLD OUT! Each and every booth is already taken and will be crammed full of wondrous wares to be sold during the stu- pendous congregation of the public Saturday nights on II b U TELEVISION 1 • StUVICE OF RADIO COBPOSAIiCN 01 AViBtC* 9 There are MORE rubberneckers per set and MORE sets-in-uso tuned to CHANNEL in the Denver Area KBTV leads ... with a high of 32.4% of sets-in-use in the four-station Denver market for daytime program- ming (1:30-7:00) ... Be iure of results: with a greater tune-in, a buying audience on A si about our "I iiur-Minule Plan DENVER, COLORADO Contact nearest Free & Peters Representative about 22 i>i 2 I Eoi the members "I m\ t\ department here. De Win < i'Kii 1 1 1 / in- President Leo Burnett < o. Chit • II.. I. Dictionary ... Install i- "ill In C Dpiei "ill In- I r. . pricei for extra eopla ■ •I Minn •! . II.I...II k reprinted being run took form. I..i rilur-. Qnantitj ■■••I \.-i I.. in de- Congratulations i'ii your T\ Die- tionar) Handbook for Sponsors. This i- something that no Bales department should be without. B\ all means please reserve a cop) for me. Miss Dale Bu m Sales Sen ici' WTVD. Durham Would you please send us three cop- ies of the Tv Dictionary Handbook for Sponsors. . . . Joy C. Marks Tv & Radio Sales Promotion lialoia Watch Co. Flushing Please send to the research librarj two copies of \our publication, T\ Dictionar\ Handbook for Sponsors. Thank you. Evelyn Becker Librarian \eedham, Louis & Brorbv Chicago SUBSCRIPTION RENEWAL Please renew in\ subscription for two \ears. Constant congratulations on a con- stant!) terrific magazine. Elk II \ii\\ ood Ham ood tdvertising, Tucson TV TYPOGRAPHY Here's a letter which I'm unable to answei sensibly, since mj knowledge oi techniques <>l advertising i- rather limited. I "iil.i and would one of \ our staff be able to help this chap'.'' I'll appre- ciate it it \ on could hu\o this done. I io\ ( ;. Borton tdvertising Led. of America Sew ) ork Would you give me some informa- tion on a possible research area in the television field.' I'm exploring the advisability of doing a doctoral dis- sertation on typography in television production. Since ni\ contacts with television are pra< ii all) nil, I am not even sure that questions remain unanswered in this phase of u production. \1\ viewing, however, leaves me with a feeling that present typographic treatment in tele- vision in man) cases leaves something td be desired! It seems to me. for in- stance, that work might be don. amount from the SI I School of Journalism I with major emp on typograph) and printing - Merald E. Wrolsi \n Publications Editor State I niversity of loua loua City • SPONSOR haj not printed an> rrrlrlm on television typography techniques. Ii *.ill vrlrorae ...I information from rrldrn. concerning thi sonreef "t such infunnaiion. RADIO BASICS I just received your latest issue of Radio Basics l(->.~>4 and was ver\ mu< h impressed. I would like to ord< copies for use b) our sales department. Since your memo did not state the rate .ii thi> sized order, would \ou pli - enclose an invoice wi'.h the shipment so that we can send \ ou \ our check '. I am sure that this information will It most helpful tn our commercial de- | ailment. C. W \1\K W RIGHT Commercial Met II BCK, Rattle ( • < opies <>f the 195 t Radio Basic* aa Basics arc 30c «*a<-h : 2."* <»r more ropfa rarh; KM) KANSAS CITY Radio and TV Present . . • \ 4-Step Feature Foods Merchandising in 200 Top-Volume Food Supers in Greater Kansas City * BBSS' The KCMO Feature Foods Merchandising plan offers you merchandising with a point, featuring a complete on-the-scene staff and solid in-the-store selling push over full 13-week cycles. Here's the merchandising you get FREE in 200 high-volume independent and chain markets: 1. Point-of-purchase merchandising— a minimum of 200 store calls in 13 weeks. 2. A minimum of 75 special one-week displays in top-volume stores each 13 weeks 3. 50 days of Bargain Bar promotions each 13 weeks, plus demonstrating, sampling, couponing, distribution of recipes or product literature. 4. Full reports twice each cycle on all activity in each individual store. Nothing is left to chance — the KCMO Feature Foods merchandising staff works in the stores, actually handles the promotion, arranges shelf displays and stocks, pushes your product at the Bargain Bar, and reports fully on every step! Wrap up the Kansas City market now for your product by calling KCMO or your nearest Katz Agency representative. KANSAS CITY, M0 20 SEPTEMBER 1954 Radio ■ 810 Kc. TV -Channel 5 WATTS Affiliated with Better Homes and Gardens and Successful Farming • The Katz Agency, representatives 17 YOU MIGHT SCORE 4 TOVCBDOWJVS IN 12 MiXS.*- III'T PULSE REPORT— 100% YARDSTICK KALAMAZOO TRADING AREA — FEBRUARY, 1953 MONDAY-FRIDAY 6 am. -12 noon 12 noon-6 p.m. nidnight WKZO 59% (a) 59% 48% B 21 14 23 C 5 (a) 4 6 D 4 4 4 E 3 4 7 MISC. 9 14 12 (a) Does not broadcast for comi'hte six-hour period and the share oj audience is unadjusted for this situation. 37n> &<>/:,<;.'//„/;< „i WKZO — KALAMAZOO WKZO-TV _ GRAND RAPIDS-KALAMAZOO WJEF- GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLNTV — LINCOLN. NEBRASKA Aitociated with WMBD — PEORIA ILLINOIS . . . YOU NEED WKZO RADIO TO BREAK SALES RECORDS IN WESTERN MICHIGAN! WKZO, Kalamazoo, scores heavil\, eighteen hours in Western Michigan. Pulse figures, left, prove it. ' quarter-hniir. 52-time basis, \\ k/O delivers: .'_'/./'< more afternoon listeners than Station B 181.ll' • more morning listener* for only >'■">. mone\ .' Nielsen figures confirm the Wk/O audience facts. credit WK/O \\ith 177.7'. more average dail\ d.. families than Station 1!! wzo CBS RADIO FOR KALAMAZOO AND GREATER WESTERN MICHIGAN Avery- Knodel, Inc., Exclusive National Representative 'Red i- Id it in the first /.' minutes o) the /''.'/ Michigan game. 18 SPONSOR By Joe Csida Some 18 pages have been torn from the calendar since I last pecked out the word "Backstage" at the top of a column. On that occasion, a year and a half ago, I was doing my sec- ond farewell piece, as editor-in-chief of The Billboard. In the spring of 1949, after more than 15 years on that trade newspaper. I went to work for the Radio Corporation of America, first as number two man to John West, (he was v. p. in charge of public relations at the time) and then as director of popular artists and repertoire of the RCA Victor Record Division. I returned presently to the editor-in-chief slot at Billboard, only to leave once again to set up two music pub- lishing firms, and one talent management operation. Apart from meeting Norman Glenn's and Miles David's request that I introduce "Sponsor Backstage" with a small hunk of autobiography it may serve another purpose for me to mention my present enterprises here. There is a BMI firm called Trinity Music. Inc., and an ASCAP house called Towne Music Corporation. Additionally, the talent manage- ment operation, called Csida-Grean Associates, Inc., guides the destinies of the following performers: Eddy Arnold, Frank Luther. Kathy Godfrey, Betty Johnson. Johnny Parker and Eddy Manson. It is entirely possible that in one Backstage or another I may have occasion to mention an activity of one of the three firms. Should I write that Eddy Arnold is the greatest singer of the day. or Frank Luther, a performer without peer in the field of children's entertainment, the reader may reasonabK assume that such statements conceivably could be a mite prej- udiced. I have been too long a working newspaperman, how- ever, and have fallen into too decent reputation for integrity, to wittingly using this column as a propaganda platform. To dispense with further personal notes let me conclude by saying that throughout my business life I have had two loves: putting words on paper, and show business in all its fasci- nating facets. Trinity, Towne and Csida-Grean more than satisfy my lust for the latter love, and sitting here at this sponsor typewriter fills, for me, a void which has existed these past 18 months. I am grateful to sponsor for the oppor- tunity, and I hope sponsor's readers will find these brief piece* entertaining and perhaps, occasionally, even useful. In the summer of 1951 I spent three of the most frantic I Please turn to page 60) SATURATION COVERAGE of this rich SIOUX EMPIRE FARM POPULATION 99.53% of farm homes have radios! MARKET FACT NO. 2 The vast Sioux Empire produced a gross farm income of #1,311,209,- 500 in 1953. The average gross income per farm was #10,- 660. The 469,050 Sioux Empire farm folks live in one of the world's richest farming areas. They have money to spend! What is the most economical way to reach this wealthier-than-average farm audi- ence? RADIO-KSOO! 99.53% of these folks have radios to bring them crop and weather reports, news and entertainment. RADIO-KSOO is your best means of really covering this market because KSOO covers 82 ' ( more of the Sioux Empire than any other station. For low cost, ef- fective saturation coverage — it's RADIO-KSOO! The Dakotas' Most Powerful Radio Station! ■:<--&* SOUTH DAKOTA SIOUX FALLS : MINN. ;ilk NEBRASKA - KSOO JX Sioux Falls, S. D. Nationally Clear Channel 1140 KC ABC Radio Affiliate 10,000 WATTS DAYTIME 5,000 WATTS NIGHTTIME Represented Nationally by Avery-Knodel, Inc. lllllllillllllllllilillllllllHIIIIIillllllll 20 SEPTEMBER 1954 19 Neiv York (3S Owned Whenever Lanny Ross sings . . . wherever he goes . . . delighted audiences ask for more. And now, after time out for a smash- hit concert tour, he's stage-center once again in a bright new show of song,* easy conversation and favorite disks, every afternoon (Monday through Friday) on WCBS Radio. "The result is," according to Variety (August 11), "a soothing half- hour of good music. His taste in pop disks ranks with the best . . . He's easy on the between-the-disks patter, and his voice is as vibrant as ever . . . A pleasing entry to the house frau audience!" Such comment comes as no surprise. Lanny's been pleasing housefraus and everybody else ever since the day when, as an apple-cheeked choir boy, he sang his first anthem in the St. John's Cathedral choir. He's sung his way to top-rank stardom (and into the hearts of the American public) in almost every field of entertainment - night clubs, movies, radio, television, stage, concert hall — and his list of sponsors has read like a "Who's Who in Advertising" : Maxwell House (Showboat) Lucky Strike (Hit Parade ) Packard (Mardi Gras) , . . . Camel (Caravan) . . Franco-American . Procter & Gamble . . Swift . . . Gulf Oil Hellmann's Mayonnaise. Now, located melodically between Galen Drake and John Henry Faulk in WCBS Radio's afternoon parade of stars, Lanny Ross is singing and selling for Coca Cola, General Foods, McCormick & Company, Hunt Foods and Nescafe. If you'd like to join this distinguished list of advertisers, Lanny will be happy to accom- modate you. Call Henry Untermeyer at WCBS Radio (PLaza 1-2345), or the nearest CBS Radio Spot Sales office, for details. *With Milton Kaye at the piano All New WEATHER SHOW Which Weather Show would you tune to? THIS THIS Weather Tomorrow Also in daily papers, on radio and TV. Weather Tomorrow Also in daily papers, on radio and TV. Weather Tomorrow Also in daily papers, on radio and TV. or or or Keeps Your Audience Fully Informed 7 days In Advance ! Put your show ahead of the pack with 7-day forecasts every day. syUeM^ Beat the Expert's Forecast of NEXT MONTH'S WEATHER! Exciting new audience game with 30-day forecasts. A TOTAL OF %icfa Hew. /4U 'Hew leaUiiet! Farm & Garden e Q & A Box e Weather Proverbs, True or False e Mechanical Weather Brain e Under The Weother- m an's Hate Out Of The Or.'s Stack Bag Exclusively yours with the Krick TV package. Pulls Sponsors because it Pulls the BIG Audience The new Krick Weathei Show lias everything a program directoi ever dreamed about for up-rating his show. ..everything a I V said manager could want to build a solid selling vehicle for sponsors. High interest features galore never before seen on weathei shows. Televisual aids to spark staging technique; production and promotion assistance. Outstandingly different. Krick's new exclusive features en- hance your weatherman's own (.1 pabilities and showmanship, whether he be trained meteorolo- gist or staff announcer. Advertisers looking for I time glamour and showmanship in a low budget show will find it in the new Krick weather pa< I Ask your TV station for it or write us direct. WIRE US: we'll tell you all about this business-building iuw weather show. ..how you can ob- tain exclusive rights in your market... how, m most cases, you can add the famous Krick team of SO weather specialists (oldest and largest firm of industrial meteor' ologists in the -world) to your weather staff for less than the cost of a competent secretary. TWX, dv40. PHONE, RAce 2.2891 WIRE OR WRITE IRVING P. Jf "IP T /^ J£~ Meteorological Consultant, Inc. XV IV X Y~s JA. 460 SO. BROADWAY DENVER 9, COLO. 22 SPONSOR New and renew 20 SEPTEMBER 1954 I. 2. I Xftc on Radio Networks SPONSOR All-State Insurance, Chi American Home Prods. NY American Tobacco, NY Beltone Hearing Aid, Chi Block Drug, lersey City Murine, Chi Murine, Chi Nutrilite, Long Beach, Cal Pet Milk. St. Louis Quality Goods, NY Secman Bros, NY Toni Co, Chi Tasti-Diet Foods, Stockton, Cal. AGENCY STATIONS PROGRAM, time, start, duration Christiansen Adv. Chi MBS 569 World Series Roundup; 12:30-45 pm and 15 min seg following World Series game; 29 Sept to conclusion of series J. F. Murray, NY CBS 206 Stop the Music; T 9:15-30 pm; 7 Sept; 52 wks SSCB, NY CBS 206 Douglas Edwards O the News; W, Th, F 8:25-30 pm; 15 Sept; 52 wks Olian b Bronner, Chi MBS 570 Gabriel Heattcr and the News; alt T 7:30-45 pm ; 21 Sept; 13 wks Emil Mogul, NY MBS 570 It Happens Every Day; M-F 8:55-9 am; 11 Oct; 13 wks BBDO, Chi ABC 352 Breakfast Club; partic spon M-F 9-10 am; 3 Sept- 17 Sept BBDO, Chi NBC Fibber McGec & Molly; partic spon Sun-Th 10- 10:15 pm; 19 Sept Dan B. Miner. LA NBC The Nutrilite Show (Dennis Day); Sun 5:30-6 pm; 19 Sept Gardner, St. Louis CBS 206 Arthur Godfrey Time; alt sked M-F 10-10:15 am; 31 Aug; 52 wks Crey, NY CBS 206 Stop the Music; alt T 8:45-9 pm; 24 Aug; 52 wks William Weintraub, NY ABC Sheilah Craham Show; T & Th 2:30-2:35 pm; 14 Sept; 52 wks Tatham-Laird, Chi NBC Frank Sinatra Show; W & F 8:15-30 pm; 1 Sept Sidney Carfield, SF CBS 206 Galen Drake; Sat 1:25-30 pm; 11 Sept; 52 wks Renewed on Radio Networks SPONSOR American Tobacco, NY Colgate-Palmolive, Jersey City Gillette Safety Razor Kellogg, Battle Creek Nestle, White Plains, NY Toni, Chi Star Kist Foods Toni, Chi Dr. Thomas Wyatt, Port- land, Ore AGENCY BBDO. NY Bryan Houston, NY Maxon Leo Burnett, Chi Cecil & Presbrey, NY Weiss & Celler, Chi Rhoades & Davis Weiss & Geller, Chi Century Adv, Portland, Ore STATIONS CBS 213 NBC MBS 569 CBS 201 ABC 348 CBS 206 CBS 198 CBS 206 ABC PROGRAM, time, start, duration Jack Benny; Sun 7-7:30 pm; 26 Sept; 35 wks Phrase That Pays, M-F 11:30-45 am; 27 Sept; 13 wks World Series; 12:45 to conclusion; 29 Sept Houseparty; T & Th 3:15-30 pm; 31 Aug; 52 wks Space Patrol; alt Sat 10:30-11 am; 2 Oct; 52 wks Arthur Godfrey Time; T & Th 10:45-11 am; alt F 11 :15-30 am; 31 Aug; 52 wks Arthur Codfrey Time; alt M-F 10:15-30 am; 31 Aug; 52 wks Nora Drake; M, W, alt F 2:30-45 pm; 30 Aug; 52 wks Wings of Healing; Sun 2:30-3 pm; eff 22 Aug; 52 wks \«l ional Radio-Tv Sales Executives NAME FORMER AFFILIATION NEW AFFILIATION John D. Allison KGMB, Honolulu, local radio sis m ?r Same, radio sis mgr John P. Altemus WCAU-TV, Phila, spec asst to sis mgr WABC-TV. NY, acct exec Frederic S. Bailey WTAO-AM-TV, Boston, gen mgr WBMS, Boston, mgr Tom Barnes WDAY-TV, Fargo, ND, tv sis mgr WDAY, WDAY-TV, Fargo, ND, mgr Amos T. Baron KABC, LA. mgr KABC-TV, LA, mgr Hugh L. Bearg Famous Players & 20th Cent. Theatres, Toronto, mgr S. W. Caldwell Ltd, Toronto, sis staff Howard H. Bell NARTB, Wash, asst to vp for tv Same, asst to pres |, Birney Blair KHQ, Spokane, sis staff Same, comml mgr Aaron Bloom KCO, SF, acct exec Same, sis mgr Warren J. Boorom WTOP, Wash, dir of prom & adv BAB, NY, asst dir of local prom Don Briese Burke Co, Seattle, am-tv dir KTVU-TV, Stockton. Cal, acct exec Robert Brown KBTV, Denver, sis stf Same local sis mgr William Carlisle Rust Industrial Co, Manchester, NH, bdcst sis mgr NARTB, Wash, field rep of stn rcl dept Les Castaneda KNGS, Hanford, Cal, anncr & eng Same, prog dir Trent Christman Cillham Adv, Salt Lake City KONA, Honolulu, prog mgr lerry Danford WABC-TV, NY, acct exec BAB, NY, acct exec Sam Cook Digges CBS TV Spot Sales, NY, gen mgr WCBS-TV, NY, gen mgr Richard Drummy Edward Petry, Dallas, in chg tv sis ABC's Western Div, Hywd, sis mgr Mickey Dubin Robt Lawrence Prodns, NY, vp in c hg of sis MCA TV, NY, sis exec A. Donovan Faust WENS-TV, Pittsburgh, co-mgr W)R, Detroit, stn mgr Charles E. Friar WAYS-TV, Charlotte, NC WIST, Charlotte, NC, dir prom & mdsg Clark Ceorge CBS TV Spot Sales. NY, Eastern sis mgr Same, gen mgr Rod Gibson Everett-McKinney, NY, acct exec WSTV-TV. Stcubenville, O, natl sis mgr William Gorman WOR-TV, acct exec Same, asst sis mgr Sherman D. Gregory TV Guide, Phila, mgr WFIL-TV, Phila, sis mgr M. W. Hall U.S. Navy KLAC. LA. sis serv rep Arthur Hamilton WNBC, WNBT, NY, controller Same, mgr of prod 6 bus affairs lohn Hansen KCO, SF, sis mgr KABC, LA, mgr Robert B. Hardenbergh Crosley Bdcstg. Chi, sis office Boiling Co, Chi, acct man (See page 2 for New National Spot Radio and Tv Business) In next issue: New and Renewed on Television (Neticork) ; Advertising Agency Personnel Changes; Sponsor Personnel Changes; Station Changes (reps, network affiliation, power increases) k Numbers after names refer to New and Re- new category Tom Barnes (3) Edward Wallis (3) W. E. Walbridge (3) W. S. Morgan (3) Don C. Reeves (3> 20 SEPTEMBER 1954 23 20 SEPTEMBER 1954 1%'ew and renew 3. National liutllo-Tv Stiles Executive* (continued) NAME FORMER AFFILIATION NEW AFFILIATION Murray Heilwcil |amcs W Hicks jami s H. Hulbcrt Theodore C. Johnson E P H lames Roland Kay Charles L. Kelly Chirks L.irkins Craig Lawrence Beitram Lcbhar |r 'Bert Lee) Charles E. Lohnes Paul Martin Stu.irt T. Martin Murphy McHenry Vincent Melzac William McCormick Sit; Mickelson |ohn A. Miller vV S. Morgan |r lack Mohler !ohn Mulvihill Paul S. O'Brien Mel Offcnback Andrew E. Peranni C. P. Persons Jr Ervin Pinkston Robert H Prigmore |ohn Quinlan Don Quinn Don C. Reeves Dan F. Rice |ohn F. Sloan Stan Smith Ceorge L. Snyder Cene Terrell Mike Thompson Arthur Tolchin William Vencman Paul von Hagcl Willard E. Walbridge Edward Wallis Dwight William Whit- ing William Wiggins lay W. Wright Melvin B. Wright William Wyatt John Ycager |r NBC Mdsg Dcpt. mgr WDAK. Columbus, Ca, comml mgr WNBC & WBNT. NY. spec proj coord W. S. Grant, LA, mgr MBS, NY. vp CBS Radio. NY, Eastern sis rep for KNX 'LAi WMAL. Wash mg- of tv KMBC & KMBC-TV KC, asst sis prom mgr WCBS-TV. NY, gen mgr vVMCM. NY, dir KHQ, Spokane opers & comml mgr WIP, Phila asst prog dir Consulting Electronics Eng Los Angeles Record, LA, man editor Atomic Encgy Comm. Wash WOR & WOR-TV, acct exec CBS TV, NY. dir of news & pub affairs Henri. Hurst & McDonald. Chi KCKO. Dallas, comml mgr WOR, acct exec WOR-TV, acct exec WXYZ. Detroit, adv sis stf KNCS. Hanford. Cal, acct exec WAFB-TV, Baton Rouge, sis dept WABT-TV, Birmingham, vp & mgr Carpenter Paper, Des Moines, sis stf KEX. Portland, Ore, sis mgr KLPR-TV. Okla City, continuity & prom mgr Lincon Dollar Co. Sacramento, vp of natl sis & sis mgr of stns KNCS. Hanford, Cal. gen mgr & chief eng Walter Klein Agency WOR-TV, NY, sis mgr ABC TV Net, NY, Eastern sis mgr KNBH. LA. asst to exec prod WTIK. Durham, NC. sis mgr WMCM. NY, sis exec KABC-TV. LA, nafl sis mgr WITH-WNAV. Bait WIIM Inc. Lansing, Mich, exec vp & sen mgr WIP. Phila, dir sis prom & pub KTTV. LA, sis mgr District News Co, Wash, prom CBS TV, chief radio engr KCMB-TV, Honolulu, sis exec A. C. Nielsen, NY. acct exec KCFW. Kearney, Neb, stn mgr Same, dcpt head WRDW-TV. Augusta. Ca. managing dir NARTB. Wash, asst to mgr of Employer-Erf -n Rel Dcpt John Blair & Co. LA. acct exec A C Nielsen, vp & asst to pres CBS Radio Spot Sis. NY. acct exec WSUN-AM-TV. St. Petersburg, gen mgr WFAA-TV, Dallas, sis prom mgr CBS TV Div. NY. dir of stn admin Bremer Bdcstg, Newark, vp & sis dir. W> , WATV KHQ & KHQ-TV, cpers mgr Same, prom & pub dir WCAX Edcstg Coro. Burlington. Vt. vp & ; m, Tra.isfilm, NY, acct exec TPA Wash acct exec Same, regl sis mgr CBS Inc. NY. vp in chg news & pub Jules Power Prodns, NY. Eastern gen nig- Same, mgr Same, asst sis mgr Same, prog sis mgr WLIB. NY. acct exec Same, comml mgr Clarke Brown, Houston, mgr KOTV, Tulsa, vp & gen mgr KRNT Cos Moines, acct exec KCW. Portland. Ore. comml mgr KCMB 6 KMCB-TV. Honolulu, prom dir KABC-TV, LA, asst gen sis mgr KMOD. Modesto. Cal, owner & gen mgr WIST. Charlotte. NC, sis rep Ziv. acct exec Ziv, acct exec WJBK-TV. Detroit, mdsg mgr KONA, Honolulu, prom-pub mgr WTVD. Durham. NC, sis mgr Same, stn dir TPA, SF. acct exec WORD. Spartanburg. SC. gen mgr Channel 13. Houston, gen mgr WPTZ. Phila. mgr sis prom & pub Blair-TV. LA. acct exec WTOP. Wash, dir of prom & adv Radio Serv Corp of Utah i KSL & KSL T Lake City, vp Same, natl spct sis acct exec Same, vp rcsp for Eastern territc Nielsen Stn Index WOW. Omaha, sis rep 4. Sew Agency Appointments SPONSOR PRODUCT (or service) AGENCY Allen Kirkpatrick Co Rehoboth Lady Esther, Ltd, Chi Norex Labs. NY Para Labs. NY Republican State Comm. NJ Beach, Del Frozen oyster prods Face powder & face cream Amitone antacid tablets Queen Helena Beauty Prods. 1954 N| Republican campaign Blame-Thompson NY Dancer -Fitzgera Id -Sampk Crey Adv. NY Huber Hogc & Sons. NY Lcwin. Williams & Sjylc ark Bo Bernstein & Co. Proi J. Walter Thompson. NY R.I. Development Council. R.I. Sylvania Electric Prods, NY Rhode Island vacation & resort prom Wide range of electrical prods for ind & Taylor-Reed Corp. Cicnnbrook, Conn. U-Doo-lt Weather Master. Boston WDSel. Now Orleans A. C. Weber & Co. Chi consumer use E-Z POP 'instant popcorn' Aluminum screen & storm doors am. fm & tv stations SPZED-O-KNIT machines Cunningham Cr Walsh Piatt. Zachary & Suttor Fitzgerald Adv. New Or Dancer-Fitzgcrald-Sampk lumbers after names refer in \ <•?< and Re- iifir category I Hair (3) Robert Brown (3) (.. I.. Snyder < I) ( hurl: ■ Paul Martin II I i: , i k William II ■> W .l,n II . Wright ' I) 1 1 th it r T i>l < In ii Stuart T. Mar til 24 SPONSOR 30 county Portend ma** Biggest Market Coverage Lowest Cost Per Viewer Dollar for dollar, KOIN-TV is your single best buy in the rich, productive Oregon and Southwest Washington Market, centered around Portland. Your KOIN-TV advertising budget puts your sales message before more eyes than any other station or combination of stations in this commercial heart of the Pacific Northwest. Highest Tower, Maximum Power The giant KOIN-TV tower, 1530 feet above average terrain, plus maximum power of 100,000 watts on Channel 6 blankets over 35,000 square miles in the prosperous Pacific Northwest. KOIN-TV delivers a consistent pic- ture as far as 150 miles from Portland . . . reaching 30 Oregon and Southwest Washington counties. KOIN-TV 20 SEPTEMBER 1954 Your Retail Market: $\, 944,735, 000 Over a million and a half Northwesterners work, play, buy, watch television in the tremendous KOIN-TV influence area . . . prosperous people who live in a family of cities with per capita sales more than double the national per capita retail sales average. These are your potential customers . . . people who can, and do buy the things they want. Only KOIN-TV Covers This Market To reach the people with the money to spend ... to sell this rich, responsive 30-County Portland Market . . . you must schedule KOIN-TV. No other advertising buy in the area can duplicate this sales coverage. Write, wire or phone us for complete availabilities. CHANNEL 6 PORTLAND, OREGON 25 CROSLEY GROUP ANNOUNCES u^Vj- •/:«•. Bigger audiences than ever! Great programming! Intensive merchandising! And now — NEW SAVINGS NO BUYER CAN RESIST! ^^\ BASIC TV GROUP WLW-T, Cincinnati -WLW-D, Dayton -WLW-C. Columbus 10% Savings when time is bought on all 3 Basic TV Group stations, equal in length, classification and simul- taneous (all in the same week).* lrlf IilrV"Il3Cll Of for perfect comple- mentary coverage of the 50th State. 3,533,000 radio homes, of which 1,300,000 are non-TV homes. 30% Savings on wlw night- time radio when using the Basic TV Croup and buying an amount of time equal to the time purchased on the Basic TV Group in length, (used in the same week). 5% Additional Savings on the Basic TV Group when using WLW nighttime radio, equal to the Basic TV Group in length, and simultaneous (in the same week). WLW-A, Atlanta 25% Savings when using the Basic TV Group, time to be equal in length, classification and simultaneous (in the same week ).** SEE HOW YOU SAVE! Vi Hour, Class A, 52 Times WI.W-T, WLW-D, WLW-C, WLW-radio (nighttime) and WLW-A purchased sep- arately: $2,027.64 Same Croup with new- Group Rate Discounts $1,671.16 Basic TV Croup, WLW-T, WLW-D, WLW-C plus WLW- radio (nighttime) pur- chased separately: $1,760.88 Same Croup with new Croup Rate Discounts $1,404.40 Basic T V Group, WLW-T, (Cincinnati). WLW-D (Davton ), WLW-C (Columbus), PLUS WLW NIGHT- TIME RADIO. $1,404.40 Next best TV stations: Cincinnati, Davton and Columhus. NO' RADIO. (No radio comhination is comparahle in cover- age to WLW i. $1,283.20 You save $501.00 since your WLW Night- time radio with the combination of all discounts costs only $119.00, against $620.00 rate card. It's the biggest bargain in advertising and sales history! Special rates on participating programs on request. * Excepting certain announcements and published package prices. ** Replaces "Regional Discount" in WLW-A rate card. 26 SPONSOR I Ikil urn m WSL Bigger retail sales than all of Texas! Twice the population of New Jersey! 5 times the effective buying income of the whole state of Kansas! THE iTH STATE ' w Home state of the Crosley Basic TV Group and WLW-radio Figure it any way you want. Wheel and deal and work out any combination of stations. The answer will always be the same. The one best buy in the 50th STATE is the Crosley Basic TV Group— WLW-T, WLW-D, WLW-C — plus nighttime WLW-radio to pene- trate the 1,300,000 non-TV homes (not to mention an additional 2,233,000 radio homes in the area). No other combination can give you so much coverage or comparable sales effectiveness at anywhere near the Crosley Group price. Look at these b for the 50th SL oxcar figu ME! res % OF U.S. RANK AS STATE Population 11,897,500 7.8 3 Families 3,442,400 7.5 3 Total Retail Sales $11,114,445,000 6.8 4 Food Sales $ 2,670,620,000 6.7 4 General Merchandise Sales $ 1,244,529,000 6.6 5 Furniture & Appliance Sales $ 584,665,000 6.5 4 Automotive Sales $ 2,019,086,000 7.2 3 Drug S Proprietary Sales $ 323,598,000 6.9 3 Effective Buying Income $16,308,947,000 7.0 4 Farming Gross Income $ 2,591,331,000 7.7 2 Call for a Crosley representative to come and see you — to sit down and figure out with you the low, low costs using Crosley's new. Group Savings. You'll hardly believe it's possible to cut yourself in on an ELEVEN BILLION DOLLAR MARKET for so little! Don't wait! At these rates, availabilities will narrow down fast! WLW Radio WLW-A Atlanta WLW-C Columbus wlw r> Dayton WLW-T Cincinnati Exclusive Sales Offices: New York, Cincinnati, Dayton, Columbus, Atlanta, Chicago 20 SEPTEMBER 1954 21 BILL BRAMHALL, one of WEMP'S fa- mous air salesmen, emcees two great shows daily. His homespun ityle is all his own, yet fits like a glove in the WEMP family. One thing is sure, if Bill says it's good, they buy it. Some of his national advertisers are: Coca-Cola, Oxydol, Omar, Simonize, Robert Hall, Household Finance, Miller Brewing Co., Halo Shampoo, Musterole, Howard Johnson, Blu- tone Fuel Oil, Nesbitt. WEMP delivers up to twice the Mil- waukee audience per dollar of Mil- waukee network stations.' Call Head- ley-Rced! 'Based on latest available Pulse ratings and SRDS rates. WEMP WEMP MILWAUKEE HUGH IOICE. JR.. Gen. Mgr. HEADLEY-REED, Nail. Rep. HOURS OF MUSIC. Hiws, SPORTS - ■ a i Trrrrrrrri IriiiBiff Russell Klemm Jr. Advertising Manager Marcalus Manufacturing Co., East Paterson, N. J. In the picture above Russell Klemm looks as if he's acting out an old spot radio and tv slogan: Use a rifle, not a shotgun. Klemm applies the slogan in business as well as hunting. \- ad man for Marcalus Manufacturing Co.. he puts hi- advertising monej into spot. Manalu- distributes some 20 different household paper products from Mar al napkins and tissues to Marcal paper towels mainh along the Eastern Seaboard and through the South. Klemm's major problem: pinpointing a limited budgel I $350,000 in 1954) to get the maximum sales impact in the face of the ad- vertising onslaught of Marcalus' five big national competitors. "To date we solved the problem b\ using spot radio and t\ an- nouncements plus newspaper ads to gel brand identification. Klemm told sponsor. Calkin- & Holden i> Marcalus' agency. Marcalus first used air media two years ago. In 1953 sales 1". climbing, and this year they're some 25' i higher than in 1 Traditionally conservative during il- 23-year history. Marcalus never put more than a small percentage of sales into advertising. In 1 however, the firm doubled it- advertising appropriation, "Over 50', of this budget is scheduled for spot radio and tv," Klemm continued. "This fall we"ll keep using daytime radio and tv participations and announcements in our major market-. Wir. sponsoring a half-hour l\ drama in New ^ ork, our most impor- tant market." The show. Xi\"- / Led Three Lives. i> being cosponsored bv Mar- calus and Hon/oni over \\ VBC-TV, Fridays 10:00-10:30 p.m., hav- ing started 3 September. "We feel that this film attracts a mixed famih audience in spile of the fact it"- an adventure show. Figure- -how that more women than men have watched it in the past. ' The show will be merchandised through letters from Richard Carlson, >tar of the -how. to retailers, as well as in-store displays for grocers and super market- in Marcalus' home market. New "> ork. "Eventually, we hope to put the show into other big Marcaloa market-."" Klemm concluded, looking at his watch. It was late on a Friday afternoon, and Klemm was on his wav hack to Ridgewood. where he lives with hi> wife and two little boys. • * * 28 SPONSOR Something to sell ? ? will sell it! The familiar organ strains of "Time On My Hands" brings Jane Schroeder, lovely femmecee of £ue*U*ty *V&Uetie6, into each WSPD-TV home, sometimes with a bit of reminiscence and sometimes with a twinkling sparkle of anticipa- tion. The early evening program features Ralph Brunk at the organ, Cliff Johnson as vocalist, and pro- fessional entertainers, in various fields, as weekly guests. 2v&ti*tty 1/a/UetieA- highlights a different theme each program. Sometimes Jane takes view- ers to Florida; to a school prom; on a roast; to a circus; out West. Every guest is dressed to fit the theme and works in as part of it. No matter the mood, hundreds of letters have proven Jane's ability to reach out, grasp her audience and make them part of her show. The Toledo-area billion dollar market is SOLD on ^(ACt€C*t^ v€lSlictiC4'. For further information, call your nearest Katz office or ADams 3175 in Toledo. RADIO TELEVISION TOLEDO, OHIO Slorer Broadcasting Company TOM HARKER. NAT SALES OIR . 118 I S7lh STREET. NEW TORK Represented Nationally by KATZ 20 SEPTEMBER 1954 29 QN(j ' fD # ^ tf cttN&flttE ^1 X . MAaKev Caa&tape to McUclt the MasJzet Represented Nationally by CBS Radio and Television Spot Sales WBT-WBTV CHARLOTTE, N. C The Radio-TV Services of the Jefferson Standard life Insurance Company The signs of Charlotte are signs of a market infinitely more important than its city size suggests. Speculate for example, on the number of New York Stock Exchaje member brokerage houses in Charlotte. Nine such firms have invested in Charlotte branches. Only Dallas and Memphis among southern cities have as many. Forty-five cities larger than Charlotte and fifteen whole st«!J have fewer SEM brokerage houses. And the growth of Charlotte as a market for securities is underlined by the fi that 4 of the 9 have been established since 1946. Charlotte's out-size prominence as a market for securities proves once more that you sell the city short if you ignor^ rich and prosperous area it serves — dependent upon it fo » transportation, distribution, and many specialized forms o' business and cultural activity, particularly — — radio and television. Jefferson Standard Broadcast! Company's great area stations 50,000 watt WBT and P power WBTV, 100,000 watts on Channel 3, like Ch.otl brokerage houses, help integrate many prosperous communities into one massive market for anything you have to sell. 20 SEPTEMBER 1954 Is radio copy today's agency stepchild? Yes, say top admen. And the situation can get worse unless agencies take steps. But industry check shows quality of radio copy is holding up thus far ^fow has tvs spectacular rise as media billings and glamor champ af- fected the way leading agencies handle radio copy? Is it true, as some broad- casters and admen fear, that thev tend to give it only casual attention? That it is "afterthought" copy? Is the ra- dio commercial, in short, being given the stepchild treatment? A number of important admen think the answer is yes. But, paradoxically, this does not nec- essarily mean that the quality of na- tional radio copy has deteriorated. On the contrary, there is widespread agree- ment that in general it has not; that it may have improved in some cases. Future prospects, however, are not so cheering. There are signs that it may not be easy to maintain the qual- ity of radio copy during the coming \ears unless agencies take positive steps to train new radio copywriters and maintain the interest of experi- enced copy hands. These conclusions are drawn from a series of intensive off-the-record talks with key executives in more than a dozen of the nation's top 20 agencies: vice presidents, copy chiefs, account men and top-ranking copywriters. In a number of agencies the subject was considered vital enough to warrant the presence of two or three vice presi- dents in panel-type discussions with SPONSOR. To encourage frankness, SPONSOR agreed to quote no one by name or agency. Some agency executives, once thev were sure their views would not be at- tributed to them specifically, were frank to state that radio copy was get- ting second-thought attention. Other agency men disagreed, stating that their shops had recognized the possi- bility that radio might be elbowed to the sidelines by the greater glamor of television and had taken steps to pre- vent this. But implicit in what almost everyr adman interviewed had to say was the fact that maintaining attention for radio copy is a problem. It became apparent in the course of sponsor's in- terviewing that if an article could ac- complish one purpose alone — that of focusing attention on radio copy as a problem to be watched — a constructive purpose would be served. (jUOTES from admen on agency handling of radio copy today • •Less attention is paid today to radio and fewer capable people are doing it. There is a tendency to be lax, to do it with the left hand. But don't quote me." t* If the radio billing wen- major it would be different. Still, the man who foots the bills is entitled to the best you can irive him." ¥ FThe writer is human. It is only natural that he will respond to the glamor and promise of television." 20 SEPTEMBER 1954 ^^What to do? First, realize it is a problem. Keep a sharp eye on what copy goes out. And train the new man right." 31 What copywriter! mm/: \,, one ifl In ;i bettei position to assaj the Btatus ..I radio copy writing than the man who does the .i. tual work, the < :op) w i iter. SPONSi ih talked w ith a numbei "I cop) men, among them one "f the highest paid i opj m i iters in the i ounti j . a man whose cop) has su essfull) launched more than one national product He was of the decided opinion that radio cop) was being slighted at the big agerx ies and ( ited his own experience ic. j.i « . \ e it. "I have to admit," he -aid. "thai in tlii- ami nihil ajni. ies radio is left to the last minute. \1\ nun experience is that todaj radio copj is turned out b) the lowest paid people in the agenc) oi |i\ the lower-e helon writers. \ ml even where an upper-echelon write] i- con- cerned, In- usually does ii with his left hand, so to -peak." I In- vei \ "upper-e< helon" writer >tiin- it up tlii- way: "Frankly, the copywriters are getting lazier about doing it. tin- client less per-nicket\ about O.K.ing it and the account man less conscious thai it e\i-ts at all." In response i" sponsor's request for a case in point, came the following de- scription 'I a typical agenc) meeting: "Let me give you an example that I think i- prett) typical in agencies to- day. Wi'H- having a weekl) creative meeting. We discuss the t\ and print -lufF ami an- about to break up when someone casuall) brings up radio. 'How - it going?' he asks. There is silence. Nobodj know- even though we ourselves have done the copy. So we check it. and find, to our embar- rassment, that we have forgotten to altei it to go along with the new treat- ment o| the t\ and print! Well, we do a rush alteration job. and the radio commercial i- now in line. Ordinarily, you would think it would cause some commotion with the client Hut the simple fact i- that the client never no- ticed his radio COpj wa- out of line." \nd what about this top-priced copywriter himself ? How does he deal with a radio commercial now'.' \n academic question- for this writer, with his great radio experience to call upon, i- never asked to do a radio commercial an\ more. \l another well-known agenc) the radio-t\ cop) chief, once assured of anonymity, was quite willing to state that lie wa- having trouble with his writer-' radio copy. "'What I tell you," he cautioned, "is not to be attributed to me or this agency. For quotation I've got a whole set of other answers. ! et's face it. Less attention i- being Mlii/ Schteeriti t'oi'ls forfeit/** rnrfio cop*/ Is hotter I. ! he advent of tele; had a bei ipon radio CO] stenl thai • departure from radio of some who think you can just buy ;i powerful medium and expect it i tiially to do your work tor you. -• ■ . radio time buying is being 'lone more by those who 31 LOUS of their reasons -their specific reasons, that is — for buying and using the medium. 3. Those products and those cop - that Deeded video the most (that monsti ted visually i have gravitated toward tv. This "automatic screening process" has also tended to make the avi effeel immercials remaining on radio higher. I. 0 - ■ ral experience from our tests of radio commercials is that the somewhat more effective than those we tested in 1947-48 remembrance, belief. 5. It i- in tin ituie of radio, a 0 Qedium, that it re. repetition than do audio and video Combined. Increased realization of pparentl; de radio even mote widely utilized than before for nder and other t\ pi b of repetil - tent, it maj r in this paid to radio cop) than before. What's more, less capable people are doing ra- dio. Sure we're lax, but the billing i- much less, considering, and the client won't listen anyway. As a matter of fact, just today I had to reject boom commercials as below par. And they were written b) a \er\ capable guv — he was ju-t sloughing off." Win i- tlii- -o. Win doe- the capa- ble guy "slough off". Perhaps the an- -wer lies in bis feeling that radio rep- resents the past and t\ the present and even brighter future. So, at least, the top copywriter quoted earlier feels. He puts it this wax : "A writer feel- he can no longer make a reputation on tin- quality of his radio copy. He feel- nobody is known an) longer for radio copy. It i- in t\ where a writer think- his reputation and future are to be made. Naturally that is where his pri- mary interest will lie. It is understand- able that he will therefore pax much less attention to radio." Is the writer making a mistake in believing that radio commercial- of standout appeal won't help build hi- career? The fad that admen cited out- standing pieces of radio cop) as ha received widespread notice recentl) in- dicates writers can *till win plaudits for radio copy. But the profile that writers have overlooked their op- portunities in radio in their drive to build a t\ reputation. \nd agencx ex- ecutives in man) cases have failed to channel enthusiasm of writers in the direction of radio. The fact i-. and no wishful thinking will eliminate it. that man) highlj placed executives are themselves con- vinced that radio copywriting no I er can claim to demand am special skills. Witness this strong statement by the tv-radio commercial directo one of the oldest and largest of the top 10 agencies: "The fact is that t\ i- a primary medium, while radio i- a col- lateral medium. \nx good account writer can write radio cop) as well as a so-called 'radio writer. From a func- tional viewpoint, the radio copywriter a- such ha- disappeared." The opposing ri«'ic: \,,t all agencx executives went along with such vii \ number xalianllx defended their agenc) efforts in connection with radio copy. Some denied that their copy- writers discounted radio in anx wax. < Ithers insisted that their agen< ies gave the same degree ol attention as former- 32 SPONSOR KADIO DEFAR1 ! lien von l superlatives. Amazing! Spectacular! Incredible — pick your own ailjr. tive aftei you read the facts. I" make the story even more un- usual, Saran \\ rap happens to be the vei j first attempt of a well-known in- dustrial giant, the Dow Chemical Co., at Belling a consumer product Just last October i 1953 1, Saran W rap, a clear plastic all-purpose wrap- ping product, was virtually unknown h\ consumers in all but about half-a- dozen markets. Sale- were sluggish. averaging about 120,000 rolls a month. \nw. barely l<» months later. Saran Wrap is in 76* < of all I .S. grocery outlets. Sales have skyrocketed over 2J)00%. Today it is selling upwards of three million boxes a month, with the figure continuing a fast climb. A. C. Nielsen I !o. -a\ - no other prod- uct it surveys has shown such fan- tastic and immediate public acceptance. \\ hat happened to change Saran Wiap sales from Lilliputian to Hroh- dingnagian proportions so fast? In a word: t\ . Specifically, network t\ in a hard-hitting campaign launched last November which reached several mil- lion people morning, noon and night for 2o week- (on NBC T\ i. Morm Dave Garroway lauded Saran \\ rap on his Today -how: Tuesda\ afternoon-. Kate Smith talked about it: Saturday nights ) our Show of Shows featured -|ii( ially keyed film commercials. Iiiiliu/ Campaign hit hard: Saran Wrap message was launched in November 1953 on three powerful NBC TV shows: Kate Smith, "Your Show of Shows" and "Today." The air campaign was allocated budget of $1.2 million, secured distribution for the wrap in 67 markets Witli this powerful sales combina- tion, the demand for Saran Wrap soon exceeded "the wildest production quotas that had been set up." according to Ernest A. Junes. Dow's account supervisor on all products at the De- troit office of Dow's agency, MacManus, John & Adams. He states that at one point early in the spring of 1954. the supply line to retailers ran dr\ for two weeks till production caught up again. So satisfied are Dow and MacManus, John & Adams with their tv results that they have confidently doubled the budget for video for the 1954-'55 season. Of the $3 million-plus advertis- ing allocation for this fiscal year, tv will get well over two-thirds. The rest will go for ads in leading women's magazines like Ladies' Home Journal. Good Housekeeping. Woman's Day, McCalVs and Family Circle, as well as a few farm publications. Garroway continues to plug Saran Wrap on Today, is considered the product's chief air salesman by the agency. Through 11 September, NBC TV's Saturday night All Star Revue also supported Saran Wrap: but as of 13 September, a new show made its bow on NBC TV on behalf of the product. Called Medic, it is the first nighttime network tv program fully sponsored by Dow. In format, it is a series of behind- scenes dramatizations of actual medical achievements and case histories filmed on real-life locations ( ho-pitals. clinics, doctors' offices ) . It grew out of long, painstaking research by creator-writer James Moser (formerly with Dragnet} and has the official endorsement of the Los Angele- Count\ Medical Associa- tion. Medic is presented on 75 NBC TV Tv was selected for Saran Wrap because product needs v'^ual demonstration to give it strongest sell. "Saran Wrap Girl" (Carol Brooks) appears in all film commercials for the wrap, demonstrates its varied uses, spe- cial features: clear transparency, self-cling- ing quality, ability to hold moisture, coiiiroi odors, and the fact that it's also re usable stations three Mondays out of four, 9:00 to 9:30 p.m. (every fourth Mon- day is Spectaculars night ) . Dow chose a show like Medic, says Ernie Jones, because it is "real." it is performing a public service, and at the same time, has the power and impact to sell a product. Dr. Leland I. Doan, Dow president, put? it this way : "As a chemical company, we are cons' antly occupied with developing new things or making old things better. This pro- gram coincides yvith our philosophy of progress. It is as worthwhile educa- tionally as it is entertaining dramatic- ally, and we believe it will set a new standard "I u programing." Such is the faith of Dow and il- agcnc\ in the program and its audi- ence-building power that the fart that it bucks CBS TV's high-rated / Love Lucy in the same time slot doesn't worrj them one bit. The lightning rise of Saran Wrap in a >hort time is in a way representative ol the phenomenal!) rapid growth ol the company itself in the pas) few years. Since the war. Dow has blos- somed from a small-to-medium-sized chemical producer into a powerful contender lor big-league status. In point of size, it now stands fourth, just behind du Pont, Union Carbide and \llied Chemical. Annual sales of its hundreds of chemical products have gone from $125 million in 1945 to a 'in rent S 12!! million. In line with Dow's "philosophy of progress" the company regularly in- vests 3% of its sales revenue in aggres- sive research activities. It was out of these activities that Dow developed saran ( from which has emerged Saran Wrap I as well as ethylcellulose and Styron, the company's three major plastics materials. Dow's plastics de- partment has come up since the war from practically nothing to account for about one-third of the firms total sales revenue today. It was in 1945 that Dow made a tough, plastic film from saran which promptly found use in wrapping war materials for shipment, and after the war. grew in popularity as a commer- cial food packaging material. Cheese, meat, dried fruit, candy and a ho?t of other food products have been pack- aged in Saran Film las its known com- mercial!) ) for years by major com- 1'v representation continues strong: For 1954-55 sea- son, air budget has been boosted to over $2 million. Big chunk of this will go for full sponsorship of new show, "Medic," which bowed for Dow this month on NBC TV. Garroway will also continue selling panies. It- qualities "I • omplete trans- parent \ (so Foods < .in I"- identified al durability and moisture- protection I bo foods don't « 1 1 \ oul p |.iii it in grow ing demand. Vboul foui years ago, I >"u < hemical made a marketing agreement with an mization h In* li was to seek • -11 ii n- 1 disti ibution for the produi i as .1 wrapping material in competition with wax papei and aluminum foil. Bui somehow . sal s "I Sai an W rap its new i onsumei name nevei really u"l ■ •I) the ground. Earl} in 1953, Dow went into con- sultation with MacManus, John & \il.in - mi h liat in do about Saran \\ rap. It was carr) our mi — age,1 Bays \itlmr \l. i Bud I Ehrlich, t\ a< counl executive al the agency's N.Y. office, "l.r. ause for the amount of money we had to spend, the) gave us the hroade-t. cumulative, non-duplii ated audience that we could possibly reach. Dow allocated $1.2 million for a 26- week drive, \ month before the launching "I the air push, l)<>w called a national meet- ing ' * nl the total grocery out- let- in the country . Before Saran \\ rap entered the wrapper market, waxed paper accounted foi about I!')', df the sales, aluminum [oil about 20%. There are no figures available on just how this picture might have changed, but, according to the Dow announced Saran Wrap air plans to food brokers at meet in October 1953. Below, Fred Dodge, former NBC dir. of merch.; Mil- lard Hooker, Dow adv. mgr.; Ernest Jones, acct. supvr., MacM., J. & A. Planning session for new "Medic' series on NBC TV brought together Amos Ruddock, Dow merch. mgr. of plastics; Worthington Miner, exec, prodr.; James Moser, creator-writer; Syd Eiges, NBC v. p. rising push would be made directly by Dow and the agent j .1 completely new step for the company which had nevei before entered the consumer market on any appreciable scale. I o determine what medium could do the besl job foi Saran W rap, the agency ran a test in \pril IT).? jn four < (hio > iii>- • incinnati, < olumbus, Day ton and foledo experimenting with t\. radio and newspapers. I he tesl showed thai the product needed \ isual de n- stration to give it the strongest "sell" — so the i I i 11 in which allowed for this — 1\ gol the nod. Dow exo utives worked h ith Ernest \ Jones, who is account supervisor for all Dow produi t- at the agent J . and Henry Fownes, radio and t\ director, in Midland. Mich., to announce the big ! roadcast plan- for Saran Wrap. <>n the strength of the (>7-l pi hi.- mill a t\ studio, 5 mi il nevei guess thai Marshall Robertson and hi- h ife, Mai \ . om M an advertising agenc) billing more than $600,000 annually. The Marshal] Robertson Advertising Vgeni \ bas eight othei employees who ■ milil t.ikr < are "I i\ props. "Km ti-li-\ ision - mi\ hobb) . Robert- son says. "Besides, we'd have to hire too mam extra people il I < 1 i < 1 1 1 i do a lot "I extras urricular work. "That's where some local agencies _■ i -mil thej hire too mam extra people and costs ^>> up." Robertson figures that he might as well delivei props to various t\ stations -mil- In- has t<> lie at tlu' stations, any- way, to oversee t lie commercials and programs hi- clients telecast. Marshall and Man Robertson started their agenc) in 1(>2(>. h grew steadil) until about two \ears ago — when Eugene O'Fallon opened KFEL-TV, I )in\ il - first tele\ ision station. Robert- sons were hilling $300,000 then. Now. with three more t\ stations in tin' < it\ (KBTV, KLZ-TV, KOA-T\ I, their annual billings have doubled. "Television i- the greatest challenge there is to an advertising agency," Robertson Bays. Part ol the challenge < omes from the complexities ol televi- sion production. That's \\h\ Robertson to the i\ stations to supervise the production. "Production is important because of the impression it make-, he said. "It's like a salesman. You can't sent out a poor, sloppj -ale-man and e tpect decent results . . . Alio* (ivorge .Irons: |i was a few minutes before nine o'clock, nn first morning in Denver. 1 had just stepped out of the shower when the telephone rang in m\ room at the \ll>an\ Hotel. "Good morning/' the voice at the other end greeted nie. "This is John Kin of Marshall Robertson Advertis- ing." I Eby is vice president and a e for 10 retail account-. I "If you haven't had breakfast." Kl>\ said, "how about meeting me and a couple of others from the agenc) ... A few minute- later I met him in the hotel lobby. "It - funn\ that you should sta) at the Ubany," Fin told me aftei we had met. "It's one of our accounts." We went into the dining room and met I'm Briggs, t\ copywriter, and Wendell \'< W illiam-. account executive. Over an enormous Western break- fast the trio filled me in on some of the highlights of the agenc] . "Robertson i- ^reat for doing things up big," lln -aid. ' \\ hen he goes into something like tv — he goes into it seriously. Back in '39, for example, he didn't know beans about salon photography. In just a few years he wa- one of the nation'- foremost pho- tographers, ranked 32nd in the world, wa- in the American Annual of Photography for five years straight. I sed the pseudonym 'George \eu- ..." \I< W illiam- interrupted. "W ith Rob- ertson, he -aid. "everything is a pro- duction. He does such a careful job on t\ commercials that the local news- paper radio-t\ columnists -a\ he think- he's making motion picture -horts in- stead of t\ commercials. "This i- one agenc) where the boss works longer hours than the staff. He's in In nine ever) morning, doesn't get home until midnight four nights a l Please turn to jKi^e 102) Video and audio:/. ti- cism. The same with media buy in-. Media men can be prejudiced, can be overbalanced. One man can't make the right decisions all the time. Thai s whj we use the plans board system re- ( Please turn to page 1 06 > 20 SEPTEMBER 1954 39 These are 26 Quality Radio Group members thus far MARKET CALL LETTERS POWER (WATTS) AFFILIATION ONE-TIME EVE. '..-HOUR-RATE Albuquerque KOB 50, D, NBC Atlanta WSB 000 clear channel \i-.' • " Boston Springfield WBZ WBZA [ear channel 1,01 NBC Charlotte. N. C. WBT •■in clear channel ■ B8 $170 ^0 WGN 100 clear channel \ir.s Cincinnati WLW 000 clear channel MU- i 1 WFAA channel / 5 onal channel^ NI :< ABC • r>. Mbli WHO 50, clear channel NTBC Fort Worth WBAP (50,0 channel onal chann M'.i \ 1 li ■ $200 • •on KPRC channel \l:r $108 1 ity, Mo. KCMO 50, D, 1". \ \lii • - Los Angeles KFI 50,000 clear channel Mir - • Milwaukee WTMJ 5, regional channel M :< ' $144 Nashville WSM 50,000 clear channel NBC $180 New Orleans WWL clear channel i BS New York City WOR 50,0 channel MBS • Omaha WOW gional channel NBC $120 Philadelphia WCAU CBS $240 Pitt-burgh KDKA i hannel NBC $120 Portland, Ore. KEX Ml' $ 86 Raleigh, N. C. WPTF 50,000 clear channel NBC $128 Richmond WRVA 50,000 clear channel CBS $ 88 Salt Lake City KSL 50,000 clear channel CBS $112.50 San Antonio WOAI 50,000 clear channel 50,0 NBC ■ BS $136 Seattle KIRO $ 75 Tulsa KVOO :lear channel NBC Total $120 $4141.50 Explanation: D means daytime, N means nighttime. * WBZ, Boston (50,000 watts), and WBZA, Springfield (1,000 watts), operate synchronously and simultaneously. ■■ WFAA and WBAP, both fulltime stations, share time on 570 Ice. (ABC channel) and 820 Ice. (NBC channel). Former channel rides on 5,000 watts, latter on 50,000. The $200 rate applies to 820 Ice. Note: These are members is of 10 September with more stations expected to join. \«>\\ organization yhough the formation <>f the Quality Radio Group is one of the most aificanl radio developments in recent month*, mention of it- name elicits liardK more than a blank stare from most admen. While the group is not vet rolling in high gear there an- enough hard la ts about il to warrant close exam* ination l>\ advertisers and agencies. In those circle* where it is being discussed — and a few of the top radio advertisers are examining QRG verj ■ losely — there is some speculation about it- long-term future. The most radical idea being bandied about i- that QRG is being groomed t<> be h»-ir (or, at least, the most important heir) to the established network- when and if one or more of the latter decide t<> fold up their tents. Whether or not such a thought lies in the back of QRG's members' minds there is little immediate likelihood of any such inheritance. The important thing about QRG rij-ht now is that it i- girding its loins to sell nighttime radio and has something new to offer the advertiser. New QRG members may come from among these net affiliates- Crosley station executive Ward Quaal is slated to be chosen head of QRG today MARKET ABC CBS MBS NBC Detroit WXYZx WJR# KCBSr CKLW- KFRCx WWJx San Francisco-Oakland KGO KNBC4 St. Louis KXOKx KMOX WTOP- WGAR-- WCAOv WCCO WBENx KFMB/ WPROx KLZx KWKx KSDx Washington, D. C. Cleveland WMALx WJW\ WWDCx WHKx WCBMx WDGYa WEBRx KGBx WEANx KIMNx WRCx WTAMs Baltimore Minncapolis-St. Paul WFBRx WTCN/ WBAL# KSTP Buffalo WKBW# WGRx San Diego KCBQ/ KFSDx Providence Denver WPJBx KVODx WQAM/ WKLO WSGN/ WJARx KOA# Miami Louisville Birmingham WGBSI. WHAS WBRCx WKAT/ WGRC/ WILD/ WIODx WAVEx WAPIx Explanation: * Included here are the 14 largest markets, according to population, not included, by SPONSOR s presstime, in the Quality Radio Group. With QRG's target being around three dozen members by the end of the year it is likely that about a doien of the above stations will be enrolled by that time, one to a given market. ---' means 50,000 watts, a means 25.000 watts, b means 10,000 watts, x means 5,000 watts, z means 1,000 watts. Where day and night power differ, the nigh) power is given. 40 SPONSOR (lit) Group: what it lias to offer i advertisers on the eeonomy of covering the U.S. via 36 am powerhouses Here, then, is what QRG is all about and what it has to offer: What it is: Quality Radio Group is a cooperative tape programing out- fit. It is composed of an array of high- power stations from coast-to-coast and its short-term aim is to cover about 80% of all radio homes in the U.S. Its coverage is intended to interest ad- vertisers with wide distribution. Who's in it: At sponsor's presstime 26 stations had signed up (see list at left). All but three are 50,000 watters, the others being important 5.000 watt regional outlets. All are affiliates of the national networks. Most of the affiliates — 15 of them — are NBC out- lets but all the other radio networks are represented. There are six from CBS, three from ABC and two from Mutual. The current 26-station lineup is by no means final. The situation is quite fluid and there will undoubtedly be new members between sponsor's press- time and publication date. It is under- stood that the entry of some new sta- tions is only a matter of formality. QRG's target is about three dozen out- lets with all expected to be signed up by the end of the year. By the time sales activity gets under way in ear- nest during October about 30-32 sta- tions will be available. Status of operations: Although thinking about such a group as QRG has been going on for a couple of years the organization didn't officially jell until 3 September when incorpora- tion papers were filed in Delaware. It is currently being steered by a group of about a dozen broadcasters under the temporary chairmanship of John H. DeWitt jr. of WSM, Nashville. Also active are Frank Fogerty, WOW, Omaha, acting vice chairman, and Ralph Evans and William Wagner, WHO, Des Moines, the latter acting secretary-treasu rer. The most important name to emerge 20 SEPTEMBER 1954 Among local shows to be sold on QRG stations is "Midwestern Hayride," produced by WLW, Cincinnati. Segment of three-hour show has already been bought by Avco Manufacturing is Ward Quaal, vice president and as- sistant general manager of Crosley Broadcasting Corp., whose WLW, Cin- cinnati, was a charter member. Quaal, who has been handling legal and finan- cial matters, is slated to be elected chief of the organization today (20 September) when the board meets at the Palmer House, Chicago. In addition to firming its policies the board and Quaal may pick a man- aging director. What is more likely, however, is that a committee will be chosen to screen names already sug- gested. The man chosen will be a salesman, will receive a "substantial* salary and will head an office of about 12. This office is expected to be set up in New York City about the middle of October. If business is good an office will be set up later in Chicago. What «»if! how il tvill sell: The purpose of QRG is to sell and promote nighttime radio. It will surprise no- body to learn the primary purpose is to fill those holes left in the night- time schedule by unsold network shows. The eventual sale of daytime periods is not precluded but with day- time network in a fairly healthy state right now it would be too hard to clear time for advertisers. QRG is offering program periods of 15 minutes or more for sale. No an- nouncements will be offered. However, segments of participating shows can be bought if they are no less than 15 min- utes in length. Avco Manufacturing, parent of Cros- ley Broadcasting and QRG's first cus- tomer, has already bought a segment of Midwestern Hayride, one of the top local radio shows in the country and produced by WLW. A three-hour Sat- urday evening show on WLW, Mid- wsstern Hayride is sold in half-hour [Please turn to page 98) 41 Why Phillips likes spot film IVtrolciim company j»rabs li«'i'i> audiences with top-rated film show. secures crt»ain time segments, fits coverage to distribution Since June ol L953 the Phillips Pe- troleum Corporation "I Bartlesville, Okla., has been a meinbei "I the -elect circle of nine manufacturing corpora- tions with assets exceeding one billion dollar--. It is also one ol the largest multi-market film users in t\. Phillips' 1954 all-media budget of an estimated S5,000,000 allocates $1,- 000,000 to tv, an increase of SlOO.OOO since 1952, and $500,01 spot ra- dio, which the compan) has always re- garded as basi . The compan) - intensive and contin- uous advertising must be paying oil. if the highest earnings in its 37-yeai histon are am indication. The 16,800 distributors of its gasoline and motor oil must have been doing a sizable lui-iness in the Phillips 30-State area loi sales of finished liquid petroleum products to rise from a total of some 2,900,000,000 gallons in l949to 1,750,- M' li (.000 gallons in 1953. The mammoth concern produces aviation fuels, natural gas and chemi- case history Notes to guide cameraman in shots coming up. LEADER — LEAD <1> Blank film at- tached to the beginning of reel to thread in projector so that it can run up to speed before first scene is pro- jected. 1 2> Blank film at end of reel. 44 SPONSOR LEFT or STAGE LEFT Direction mean- ing to the talent's left as he faces the camera. LEG A branch or link of tv stations telecasting show or in a network. LEGS, RIGHT or LEFT Curtain verti- cals, either stretched or on travelers, or supporting part of the permanent curtain border. LENS LOUSES People who wave when tv camera pans audience. LENS TURRET Revolving device on tv camera carrying two or more lenses, any one of which can quickly be turned into position for shooting. LENSES 35 mm (wide angle) Speed: f3.3. To- tal angle of view in horizontal: 51.5°. At 4 feet actual distance from object takes picture equal to being 3V2 actual feet from object. 50 mm (two inch) Speed: fl.9. Total angle of view in horizontal field: 34°. At 4 feet actual distance from object takes picture equal to being 2 '2 actual feet from object. 50 mm gives you large depth of focus dollying in and out, little distortion, less difficulty to follow focus. 90 mm (3y2 inch) Speed: f3.5. Total angle of view in horizontal field: 19°. At 4 actual feet from object gives pic- ture equal to being 1% actual feet from object. J 35 mm (5V2 inch) Speed: f3.8. To- tal angle of view in horizontal field: 13°. At 4 actual feet from object gives picture equal to being 11 actual inches from object. 8V2-inch (215 mm) Speed: f3.9. To- tal angle of view in horizontal field: 8°. 13-inch (telephoto) Speed: f3.5. To- tal angle of view in horizontal field: 5°. At 100 actual feet from object gives closeup. 15-inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 4.5°. 77-inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 4°. 20 SEPTEMBER 1954 25-inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 2.75°. Zoomar Lens Focal lengths: 5 to 22 inches. Speed: f5.6 to f22. For use in quick and continuous variation of fo- cal length from extreme long to very close shots and vice versa. Gives ef- fect of camera or changing lens. Used outdoors, and to great advantage on such shows as Kukla, Fran & Ollie. Bclowstar Lens Focal length: 7 inches. Speed: fl.3. Total angle of view in horizontal field: 10.5°. Extremely fast lens used where lighting is unfavor- able or of mixed colors. Sometimes at boxing and wrestling matches. Reflector Lens Focal length: 40 inches. (Actual length: 16 inches.) Speed (var- iable) : f8 to f22. Total angle of view in horizontal field: 1.9°. Extra long telephoto focal length built into short, compact mounting to avoid interfer- ing with other lenses on turret. Elcctra-Zoom One of the latest types of automatic focus Zoomar lenses that is particularly adapted to studio use. Notice: Vertical angle of view will be only three-quarters of the horizontal angles given above because the aspect ratio of the television camera is three by four. For example: an 8^-inch lens which has a horizontal field an- gle of eight degrees will have a vertical angle of only six degrees. An easy way to remember lens sizes and compari- sons is by the fact that the larger the lens is in size or number, the closer and tighter the shot. The speed of a lens is not at all consistent with its focal length. LETTER OF ADHERENCE Agreement between so7?ie advertising agencies de- fining and7or limiting, accepting con- formity with the TVA Code, which is an agreement between some tv sta- tions and AFTRA and SAG. LEVEL — VOICE LEVEL Test of mike position in picking up talents' voice for best qualities in relation to camera placement, picture. Also refers to eye level or level of vision. LEVITATION Flying a prop or actor. Diet ioiMt 1*1/ /If find fionf. trill bv reprinted in »>»»«>/. form Iftei tin- complete Ti Dictionary Handbook has appeared in installments in regular issues ni sponsor it will I"- reprinted in book form. The book is designed foi yout convenience as a reference, will be avail- able free to subscribers. I ctra copies, $2 each. You ma) reserve yout copy nou by writing to Sponsoi Services Inc., Hi East 19 St., Veu York 17. LIBRARY SHOT (D Film shots used in a show but not recorded specially for it. (2) Shot taken from a library or store of shots kept in the hope that they may at some time be useful. A stock shot. (See also Stock Shot.) LICK An ad-lib musical phrase usu- ally not in the score. LIGHTING Illumination of a scene in front of the camera. The scene is thought of as dark so that its appear- ance is created by the color, disposi- tion and intensity of the light which falls upon it. Photographic lighting is designated by the direction from which it comes. Important Note : Light can be (1) reflected, (2) refracted (bent), (3) transmitted, <4) absorbed. LIGHTS Cross Lighting Lighting intermediate in its direction and the effect between front and back lighting. Fill, Flat or Balancing Light Used to provide general over-all light and in particular to control contrast by soft- ening shadows which are too harsh or bringing up illumination on back- ground objects so that principal fea- tures do not stand out so much. Front Lighting Lighting of the set from behind or beside the camera from in front of the set. The more front lighting, the flatter will be the light- ing (the lower will be the contrast). Highlighting Additional illumination applied to a small area. Extreme high- lighting may result in a hot spot. Modeling Light Used to bring out some special feature of the subject which is not properly accented by remainder of lighting. It need not be a very strong light, but is usually fairly sharply fo- cused to ensure that only area desired is illuminated. Similar to hot light as opposed to fiat lighting. Key Light Used to point up the high- lights of the subject, talent or main feature of shot. Usually placed higher than camera to give better differentia- tion between upper and nose shadows. Lens may be determined by the re- quirements of the key light because it is key light which illuminates the focus of interest for scene or set. {Dictionary continues page L33) 45 JUANITA HALl Ruby Valentine NOW... FOR THE FIRST TIME IN ADVERTISING HISTORY... f i CAB CALLOWAY- ll s a Mystery Man" WERD AtTanta. Ga WAUG Augusta. Ga WSID Baltimore, Md. WBCO Birmingham. Ala. WBMS Boston. Mass. WPAL Charleston. S C WGIV Charlotte, N C WMFS Chattanooga, Tenn. WGES Chicago. Ill WCIN Cincinnati, Ohio WJMO Cleveland, Ohio WCOS Columbia. S C WPNX Columbus. Ga. WJLB Detroit. Mich. KWBC Ft. Worth, Tex. WESC Greenville, S. C. KCOH Houston, Tex. WRBC Jackson, Miss. WOBS Jacksonville. Fla. KPRS Kansas City, Mo. KGHI Little Rock, Ark. WLOU Louisville. Ky WDIA Memphis, Tenn. WMBM Miami Beach, Fla. WMOZ Mobile. Ala. WRMA Montgomery, Ala. WSOK Nashville, Tenn. WMRY New Orleans, La. WOV New York. N Y. WRAP N ,rfolk. Va. WHAT Philadelphia. Pa. WHOD Pittsburgh. Pa. WANT Richmond, Va. KSTL St Louis. Mo. KWBR San Francisco Oakland KENT Shreveport, La. WEBK I.impa, Fla. WOOK Washington, D C. KBYE Okla. City. Okla WIVK Knoxville. Tenn. WAAA Winston-Salem N C KWKW Los Angeles. Cal. WJIV Savannah. Ga A single coordinated program can take you to the heart of the 76 billion dollar American Negro Market. This new selling concept offers an advertiser a rich sales frontier virtually uncultivated by national advertising. The new Negro market is filled with pent-up desires for freedom of expression and opportunity to react to the basic selling invitation of advertisers who direct the campaigns in media most acceptable to the market. Negro network radio, in its pioneering effort, offers the first daily means of communication and selling this specialized market. National Negro Network's first program proves successful for Pet Milk and Philip Morris. Special Pulse Ratings indicate responsive audience and high acceptance in 42 markets with a potential Negro audience of 13 million. Some Pulse ratings are: WERD Atlanta, Ga 9.8 WOBS WSID Baltimore, Md 9.0 KWBC WGES Chicago, III 7.3 WOV Jacksonville, Fla... 10.3 Ft. Worth-Dallas 7.3 New York City 3.9 When you want a fresh viewpoint on sales potential — especially from a sound dollar and cents angle— we at NNN are particularly qualified to utilize our years of experience for your benefit. Let us give you a new concept of selling specialized markets profitably. Send for our new booklet— The National Negro Network -Gateway to a New Sales Frontier. V^ The National ? ">gro Network f THE NATIONAL NEGRO NETWORK, INC 203 NORTH WABASH AVENUE. CHICAGO 1. ILLINOIS 7 EAST 47th STREET. NEW YORK 17, NEW YORK PHONE: DEARBORN 2-6411 PHONE: ELDORADO 5-7785 3rd Inmutl .Yegro Section Highlights of 1954 radio picture This fall, some 400 U.S. radio stations will be beaming an average of 28% of their pro- graming to Negro audiences. The ^-station National Negro Network now offers admen a transcription network outlet. About 100 large national and regional clients air schedules in Negro Radio: many now spend between 5% and 10% of their radio-tv ad budgets in Negro-slanted radio campaigns. Existing Negro-appeal radio shows hare jumped their ratings from 8% to 15% in big markets on an all-home basis, have increased from 10% to 50$ in Negro homes. Growth of tv is having only nominal effect on Negro Radio. Project Editor: Charles R. Sinclair Negro Radio conies of age: It has the respect of its audience and advertisers. Analysis: IVegro Radio has grown considerably. Here is the step-hy-step picture. Loyal Negro listeners buy air-sold products as these 15 "success stories" show. The \.\\: IVegro Radio's network. What it is. how it grew, how much it costs. How to use Xegro Radio successfully: a round-up of tips from many veterans. Cross-section of Negro Radio outlets: a special listing for timebuyers. 20 SEPTEMBER 1954 page 48 page 50 page 52 page 54 page 56 page 139 47 i legro Radio comes of age "Blue-sky" selling of earliest days is gone. In its place: tacts ! J In- time: six years ago. I he pla< e: ill,- conferen* e room <>l .1 large New ^ ork ad agent ) . \- the foi mei chiel iinn-|pii\ ei "I the agenc) . now .1 broad- • asting executive, recalls the Btoi 5 : "I )ih- ..| miii biggesl food accounts was worried because sales had slipped and ili'ii ovei all share of the market was down. Ml afternoon we discussed ways and means "I reaching ever) pos- sible segment "I I .v. housewives. Fin- ally, I suggested: "Win don't we bu) some Negro Radio as pari of the cam- paign .'" I > an -till remember the blank looks I got." Thai was six years ago. today, the L5-station National Ne- gro Network offers a network-level pur- chase to advertisers. Today, there are over 400 radio out- let- beaming part or all of their pro- grams at Negro listeners. Toda) around 100 big advertisers place substantial schedules at all hours of the clock on Negro-appeal radio sta- tions I see list, page 52) . "We have just rearranged our radio advertising and have included the Ne- gro market," a v.p. in charge of adver- tising of one of the large tobacco com- panies told SPONSOR. "The Negro market 1- particularl) responsive to our products," stated the advertising director of a leading drug product manufacturer. '"While 'ordi- narj media' do reach Negroes, we be- lieve the market deserves extra adver- tising effort. In general, areas in which the Negro population is a higher |>' , of our total radio-t\ budget in Negro Radio."' In the stories thai follow in this sec- tion, SPONSOR'S fourth annual spot- lighting ot Negro-appeal radio, admen will learn mam of the details oi Negro Radio's coming of age. The\ will discover, for example, that there i- more Negro Radio than ever before, that a network pattern has emerged and Negro-appeal program- are constant!) increasing their audi- ences. The) will find a (baited cross- section ol Negro Radio outlets (see page 139) which spells out in detail the power, programing structures and pric- ing of Negio Radio. And. tliev will be able to take an armchair tour of Negro Radio shows in order to get a closeup view of many of the popu- lar, sale-productive personalities who have been developed in the medium. I here are other important Hgn-. too. that point to the general maturing an ad medium which onl\ -ix 01 seven years ago was considered an "experi- ment." Kb lii' bard >< heele, manager of W \NI. Richmond 1 one ol the -even Negro-appeal stations in the I nited Broadcasting group) stated: "Uui current outlook for national spot business is excellent Offhand, I would »a\ that it ha- more than dou- bled oxer \n>[ year and the pros for next season look even brighter. I hi- is due to the fad thai the national advertisers are beginning to realize the potential of the Negro market and that Negro radio stations, such as W \N I. are continually trying to do a better job of programing and communit) service among the Negro people." "More advertisers are changing over to a different buying pattern." Moit Silverman, general manage] of New Orleans9 W MR^ told sponsor. " After buying the power station in the mar- ket, more advertisers seem to be look- ing at Negro-market station- a- the secondar) buy." W In has Negro Radio come so far Program base of Negro Radio is constantly broadening, now includes prestige vehicles like live radio symphony concerts at North Carolina College, with Norfley Whitted as narrator, aired on Durham's WDNC Backbone of Negro Radio program structure is still the top-rated disk jockey personalities, such as WBOK, New Orleans "Okey Dokey." Below, he presents refrigerator to winner of Luzianne Coffee contest Negro Radio has stature. California's Governor "Goody'' Knight (far left) was guest of honor at special broadcast of KOWL, Los Angeles to mark opening of new Thrifty Drug store. D.J. Joe Adams is at right Royal Tour of U.S. and Canada by Ethiopia's Emperor Haile Selassie was subject of special Negro-slanted broadcasts by WLIB, New York. His Highness was presented with taped shows by WLIB's Harry Novik in such a short period of time? As far as admen are concerned, the answer lies in Negro Radio's abilih to measure up to today's radio time hu\ ing \ardsticks of ratings vs. costs, loyal audiences, merchandising follow- through, contractual stability and firm rate structures. "Negro Radio proves its case today with the kind of facts and figures that impress a client and no longer has to rely on a "blue-sky' come-on," is how a Benlon & Bowles bu\er who places General Foods schedules put it. As far as stations and representa- tives who have reviewed for sponsor their experiences with Negro Radio are concerned, the explanation of Ne- gro Radio's success lies primarily in the ability of broadcasters to discover, develop and maintain programing that attracts Negro listeners. "Negro Radio has not been a 'forced' success," Joe Wootton. a sta- tion rep and advertising consultant who is himself a Negro, told SPONSOR. ears.' Negroes at every level in th** "There is no such thing as 'segregated Negro corhmunitj in which they live will dial Negro-appeal stations simph because they like what they hear. This loyalty, coupled with the Negro's con- stant desire to improve the standard of living of himself and his children, is of great importance to any major ad- \ertiser." Developing Negro Radio to the point at which it is today has not been ea«\ . i Please turn to page 149) Roots of Negro Radio are deep in the Negro community. KCOH, Houston pitched in with radio fund marathon to aid Eliza Johnson Home for Aged Negroes. Show raised needed money, won respect Biggest broadcasters recognize potential of Negro Radio; many, like ABC Radio owned-and-operated station WXYZ, Detroit, are in the act. Monday-through-Saturday nighttime d.j. show features Jack Surrell MORE STATIONS Number of Negro-appeal outlets has grown l,000fr since 1949. New all-Negro-programed station is WCBR, Memphis. Above, manager signs new rep contract 2 \if o Raii 100 U.S. radio outlets mn special SPONSOR study b ^\ iu a«l\ <-i t i~.-i - .in- < onstantl) being added to Negro Radio. In March oi this year, one of the Largest food-prod- uct manufacturers started hi- first cam- paign in the medium. KarU this month, the firm's advertising director told sponsor: ""\\ hen planning a saturation radio campaign for areas today which con- tain a large Negro population, we feel this extra buying power cannol be overlooked and can 1><- reached most effective!) through high-rated Negro programs. We know that Negro loyaltj to hrands advertised in their own media is verj high." But, although Negro Radio has gained in acceptance among large ad- vertisers, man) admen still ha\e onlj a ha/\ notion as to it- true -i/e. shape, and other advertising dimensions. SPONSOR editor- thu- feel that much of the following data will answer main questions of Negro Radio advertisers, whether the\ are national-level giants or small local clients. As part of it- third annual stud) oi MORE SPONSORS Long list of national advertisers now buy Negro Radio. WHOD, Pittsburgh's Mary Dee stands be- fore store display of competitive products on station MORE MERCHANDISING 50 About three out of four Negro-slanted stations currently offer merchandising aids, like those of WMRY, New Orleans MORE PROMOTION R^ule-danle stunts by Negro Rac often geared to special events, su Montgomery float at Negro f SPONSOR mirage of 28% of their programing at Negro listeners, a iin audienee size of up to 50% are now eonimon Negro-appeal radio, sponsor surveyed some 400 stations who now air Negro- appeal radio shows. The stations were quizzed on a wide variety of market, programing and research topics. More than 125 stations — a cross-section re- turn of nearly 38% — replied in detail. Many furnished special market data, surveys, rating charts and other material. In its broadest outlines, this is how Negro Radio shapes up as the fall 1954 season gets underway: 1. It's bigger than ever. Over 400 U.S. radio stations air Negro programs. 2. It's more poiverful. Some 5% of the outlets have increased their signal strength. 3. Its audiences are larger. Ratings show a steady upward growth, despite competition. 4. It's a national medium. More national advertisers than ever are in the act. 5. It's more entrenched. The pro- gram base is broader, attracting new Negro listeners. That's the general picture. Now for a closer look, in a step-by-step analysis. More stations: Since 1949 — the year in which the biggest initial growth of Negro Radio took place — the number of U.S. radio outlets beaming all or part of their programs specifically to Negroes has grown tremendously. The level today is about 1,000% more than the 1949 figure. It's still growing, too, although the rate is leveling off. By the conservative estimate of station representatives and timebuyers contacted while this report was being prepared, the figure today stands at over 400 stations. The growth figure may easily hit 10% for the year 1954 alone. The Negro-appeal outlets in the U.S. represent a little more than 15% of the total U.S. standard radio stations. But they ?re by no means spread thinly, since Negroes tend to concentrate in the South and in the large industrial cities of the North. Every major Negro market in the country is covered by at least one — and often by two or three — Negro-appeal stations. About one station out of every 100 in the U.S. total is entirely Negro-pro- gramed. Latest addition: WCBR, Mem- phis, which joins WDIA in that market as a second station beamed entirely to the 38%-of-population that are Ne- groes. More poicer. more forei"«c;p: Ac- cording to sponsor's cross-section of Negro Radio, about one out of every 20 Negro-appeal stations in the country has either increased its power or im- proved its broadcasting facilities since last season. Many changes are the direct result of petitions from Negro-appeal stations to the FCC, in which the stations argue for a power increase on the basis of providing a "special service" to the Negro segment of the audience. Net result: Advertisers can often reach more Negro listeners with the same rating on the same station as last I Please turn to page 158) PROGRAMS i Ne9r° show types are emerging at local level 3 Radio. WLIB, New York has "Mr. & Mr program starring Buddy Bowser, Sara Lou Harris MORE LISTENERS Existing shows in Negro Radio are steadily growing in audience size, according to Pulse studies. Above, sludio visitors ai WMBM, Miami Beach show 20 SEPTEMBER 1954 51 3 Negro Radio results Higher-than-average Kpeacling by Negroes i'«»r "class" products can ho iiiriH'il to client's advantage tlirou$>li \vell-pl«mnecl Nr^ro Radio 0 .in the tremendous listenei loyaltA ..| Negro Radio's audiences l>e trans- lated into sales results? The answer, 1>\ all indications, is s." From the mass ol material submit- ted li\ more than 12-") stations reply- ing to sponsor's fourth annual surve) of Negro-appeal radio, editors chose these LS "sales case histories" pre- sented below. They cover a wide range "I products and services, from pel food and Pet Milk to retail cloth- ing and real estate. \iliiien anxious t<> check the effect of Negro Radio on product purchasing will do well to stud) these success stories. Thej -how that Negro lis- teners will readil) Inn ordinary house- hold products when they've been rec- ommended by a faxorite disk jockey, homemaker, newscaster or other Negro air personality. But the) also serve as proof that Negro listener- cannot be pigeonholed as "lower income" consumers. As an executive of a Nashville Negro-appeal station pointed out while discussing Bales results produced bj his station: "The Negro toda\ spends more mon- ey on the so-ealled 'class' items on the Vmerican market than the average white citizen. He is constantl) seeking to find wa\s to better his Btation in life. He has a greater tendeiK \ to- ward extravagance in the thing- he buys because it gi\e- him the oppor* tunit) to elevate himself into a j > « » — i - tion of importance." Thus admen will find that the iti reported on in the ease histories he- low hear price tags that go all the \\a\ Irom a few pennies for a can of evap- orated milk to many thousands of dol- lars for a new car or an attractive house. Negro Radio sells them all. Go* ranges (WHAT, Philadel- phia): Family Furniture Co.. a large Caloric Gas Range dealer in the Quak- er City, recently had its accountants analyze advertising expendil | Mi More than 100 products of leading national and regional air advertisers are sold via NEGRO RADIO ACT-ON a PEP-T-KON AMERICAN BAKING APEX PRODUCTS AUNT JEMIMA PANCAKE FLOUR BALLANTINE BEER & ALE BAYER ASPIRIN BC HEADACHE REMEDY B. F. GOODRICH TIRES BLACK DRAUGHT BLATZ BEER BLUE JAY PRODUCTS BLUE PLATE FOOD BORDEN'S SILVER COW MILK BREAST O' CHICKEN TUNA BROMO-QUININE BUDWEISER BEER BUICK BUITONI FOODS BULL DOG MALT LIQUORS CALORIC STOVES CALUMET BAKING POWDER CAMEL CIGARETTES CARNATION EVAPORATED MILK CARDUI CHEER CHOOZ CHRYSLER CLOVERLEAF DRY MILK COCA-COLA COLGATE DENTAL CREAM CONTINENTAL BAKING CREOMULSION CRISCO DENTYNE CHEWING GUM DIXIE PEACH DOAN S PILLS DR PEPPER EX-LAX FALSTAFF BEER FEEN-A-MINT FLETCHER'S CASTORIA FOLGER'S COFFEE FORD FOUR-WAY COLD TABLETS GLEEM TOOTHPASTE GLOVER'S HAIR PRODUCTS GOLD MEDAL FLOUR GOODYEAR TIRES GULF OIL HUNT FOODS INT'L HARVESTER APPLIANCES ITALIAN-SWISS COLONY WINES JAX BEER JERIS HAIR TONIC JEWEL SHORTENING KELLOGG'S CORN FLAKES KROGER STORES LARIEUSE HAIR COLORING LA ROSA MACARONI LIPTON TEA LYDIA PINKHAM MAGIC CHEF RANGES MAINE SARDINE INDUSTRY MAXWELL HOUSE COFFEE McCORMICK'S TEA a SPICES NIAGARA STARCH N. MAID MARGARINE OCTAGON DETERGENT PAL BLADES PAN AM GAS PAPER-MATE PENS PEPSI-COLA PET EVAPORATED MILK PHILIP MORRIS CIGARETTES POWERHOUSE CANDY PREAM REAL-KILL RICELAND RICE RICHARDS WINE ROMAN CLEANSER BLEACH ROYAL CROWN HAIR DRESSING SAL HEPATICA SAYMAN SOAP SEVEN-UP 666 COLD REMEDY SSS TONIC SCHAEFER BEER SNYDER'S POTATO CHIPS SOUTHERN BELL TELEPHONE SPEED QUEEN RANGES STANBACK STAR KIST TUNA STRONGHEART DOG FOOD SULFUR-8 HAIR CONDITIONER SUPER SUDS SUNBEAM BREAD SUN OIL CORP. TAYSTEE BREAD TETLEY TEA TIDE TUBE ROSE SNUFF UNCLE BEN'S CONVERTED RICE U. S. ROYAL TIRE U. S TOBACCO PRODUCTS VASELINE HAIR TONIC WALKER'S AUSTEX CHILI WARD BAKING CO WHITE CROSS INSURANCE WILDROOT CREAM OIL WILSON FRESH MEATS WILSON BAKE RITE SHORTENING WONDER BREAD WRIGLEYS GUM I 52 SPONSOR •Blu^-eflip" air clients: Negro Radio today abounds in air schedules placed nationally by big clients, or on co-op basis through retailers or dealer groups. Montage above includes such national spot or co-op buyers as: Coca-Cola, on KTXN, Austin; Ford cars, on the "Kae Williams Show" heard on Philadel- phia's WHAT; Sunbeam Bread, a regular sponsor on WSOK, Nashville's "Louise Fletcher" series; Carnation Milk, air-sold to Chattanooga Negroes by WMFS; Caloric Stoves, co-op advertiser on WBOK, New Orleans When me returns were in, Family Fur- niture's Arnold Horn contacted the pioneeung Negro-appeal station to re- port: "Our contract with WHAT was for a total expenditure of $609 covering a period of seven weeks to advertise Caloric Gas Ranges. We based the average sale at $225 per range. Through the exclusive use of WHAT, we sold 122 gas ranges, which re- solved itself into the following break- down : "For every $1.00 spent, the yield was $45.07 in sales. For the $609 which was the total expenditure on WHAT, there was a total sales volume of $27,450 or an advertising cost of 2.2 % of sales. "You can readily understand why our sales department is completely 'sold' on WHAT. Never, in our many long years in the appliance business have we encountered such a terrific sales result as that which we enjoyed through the use of WHAT." Real estate (KOML, L.A. area): Star performer in the program lineup of this 10 kw. Los Angeles-area sta- tion is D.J. Joe Adams, now celebrat- ing his sixth vear with the station. Recently Holly Manor Estates, a newr housing tract in Compton, bought a series of minute announcements on the Joe Adams Show, Thursdays, Fri- days and Saturdays. Object: to sell 33 new homes in their tract. The homes were priced at $11,500 and a down payment of $1,500 was required. No other advertising was used. Reported the station: "The results were spectacular. Ever) home was sold within three weeks, representing a gross sale of $379,500 at a total advertising cost of less than $400 for radio time. Tract owners I Please turn to page 153) 20 SEPTEMBER 1954 53 & i i § ; « *!f Juanita Hall, star of NNN's "Ruby Valentine" daytime soap opera, meets trio of small-fry fans in grocery store. Show, aired since January m* ■ tf&Jv^ . ~ • 1 M -■>-■' rtrp i ' J\£ . ... rftFFEt ' ■ ^ ,T '' "} ' *. '" >EV- % nwTHiKansortwiABas jbcm ... ^22232." • JUCIOUS lit COFFEE. on transcribed multi-market basis, is sponsored by Pet Milk and Philip Morris. Daytime serials have always had high ratings in Negro homes 4 III: Negro Radio's network \ational >o^'ro Network was built around transcribed "Ruby Valentino' show, ii m\ has 45 outlets. Web plans new shows, more research r>i J o mosl people, the morning of 25 Januar) L954 was just another mid- uiiitci morning. Bui to a small gi oup "I execute es in New York, Chicago and St. Louis, and to hundreds "I thousands of Negro ra- dio listeners, it was much more than just .i date "ii the calendar. Ii was the da) on which Rub) I (den- tine, a trans i ibed across-the-board soap opei a, first took to the aii on in Negro-appeal stations in the I . S. to mi the firsl program "I the Na- tional Negro Network. The alternate- da) s] sors: two advertising "blue • hip" at i ounts, Pel Milk and Philip Moi i is. It was also the date on whi< Ii Negro- appeal radio passed it- lasl big fron- tier and began to offei advertisers a netwoi kdi\ el service a- well as spol 54 radio purchasing throughout the larg- • -i Negro markets in this country. Man) an adman and a number of Negro leaders pondered the questions: Win a soap opera? Win not some- thing with more prestige to launch net- work-level service to Negroes? The answers arc significant, and help to explain bow and win the National Negro Network came into being in the firsl place. I here were three sjood reason- for a soap opera instead of, say, a concert b) Marion Anderson or an adaptation ol Othello. I he) were: 1. The backers "I Rub) Valentine were going l>\ the form chart- in pick- ing their network entry; ratings have shown for several seasons that ordi- nal*) daytime serials rate ver) highl) in Neero homes even against mam Negro d.j. programs and homemakers. 2. Ruby Valentine was con octed out of ingredients that its planners knew had acceptance with Negro lis- teners- -blues and popular music, per- sonalities with which the ordinan Ne- gro listener could identif) herself more readil) than in an ordinan "'white [Please turn to poize 150) NNN President Leonard Evans (second from left) meets with advertising and sales reps of Pet Milk and Philip Morris, web clients, for recent "Ruby Valentine" promotion in Detroit r\ * L GROUP WB REACHING 1,250,000 NEGROES WB The Cold Coast of the Cult Coast from Corpus Christi. Texas to Panama City, Florida ... the greatest industrial expansion and increased wages of any area in the entire U.S. The OK Croup covers a population of over 4 000.000 people and over 1,250,000 Negroes. FIRST IN NEW ORLEANS (WBOK) ... the first necro HOOPER taken in New Orleans offers proof positive that WBOK dominates the Negro audience of 248,000 . . . with a share of audience of 44% and at many periods of the day more than all other ten stations added together . . . and better than two to one over its all Negro competitor. FIRST IN BATON ROUGE (WXOK) ... the highest rating in the important morning segment . . . first overall in Hooper be- tween 7:00 A.M. and 6:00 P.M. With close to 40% of the population in the area being Negro, WXOK is the best buy. FIRST IN LAKE CHARLES (KAOK) latest ratings show KAOK first (morning, afternoon and night > in this rich market with the highest per family income in the state. During its Negro pro- gramming KAOK reaches the largest audience of any station. TOPS IN HOUSTON (KYOK) -for Negro radio, reaching more than 246,000 Negroes in Harris County alone. KYOK's nationally famous Negro DJs have made its Negro programming a near sell out to local, regional and national advertisers. A Radio Bargain A low cost buy. BUY ONE SPOT ON ALL FOUR STA- TIONS FOR $17.51. A low cost buy . . . one contract . . . one affidavit . . . one bill. $//.s/ Nobody . . . but nobody can reach more people or sell more goods at a lower cost per thousand on the Cold Coast of the Culf Coast than the OK Stations. Make the four station buy and save money 115% discount! . . 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. 20 SEPTEMBER 1954 K NEW ^ ORLEANS W OKEY DOKEY w Jive and Blues DJ wbT ■ "** Vi Ik NEW ^| ORLEANS ^T HONEYBOY HARDY Spiritual and Gospel DJ NEW Y MAMA LOU ORLEANS Homemaker and Spiritual Program WBJ Ik NEW Y CHAMP CLARK ORLEANS Sportscaster and Public Relations Representative wx| r j"«n^j^B Ik BATON W D1GGIE OOO ROUGE Jive and Blues Di wx| Ik BATON f GOLDEN BOY GRIFFITH ROUGE Spiritual and Gospel DJ wxj Ik BATON V PROF. MURRY ROUGE News. Sports and Public Relations Representative KAJ % "* ^ IK LAKE V BUBBER LUTCHER CHARLES Blues, Jive and Spiritual DJ KYJ v^Pf IK HOUSTON ^J A V HOTSY TOTSY Blues and Jive DJ KYJ firv L /JBJ IK HOUSTON f REV. TILLMAN Spiritual DJ and Public Relations Representative 55 5 Tips on selling via km radio Wlwil type of show to buy? Wli.it copy slant? Best time slots? 1 1 «'!-«' in are answers SEVEN WAYS YOU CAN IMPROVE YOUR NEGRO AIR CAMPAIGNS 1. 2. 4. \ever use Segro-appeal radio to sell a second-rate product, or one iiluili is stereotyped as a "colored" product. Segroes today earn good wages, prefer to bu\ premium-priced and top-quality merchandise Don't tr\ to usr high-pressure selling methods in \>gro Radio. The Segro listener resents a, will thou his dislike at the cash register. tpproach should be simple, factual, built on logical "reason why" I tperiences of leading Segrc-appeal stations and top advertisers shou that, with few exceptions, commercials aimed at Segro dialers produce the best results uhrn lhe\ art- done live //» NegTO artists 4ttempts by advertisers to produce a synthetit "Negro speech" in agent i iu/h iisiialh don't work out. Stations recommend that the talent lie tarnished fact sheets, be allowed to uorl. "in own style" Dunt expect short-term niirin/es from ScgTO radio. Campaigns ■mist l,t' i (insistent, last as the) ate in "regular" radio to get results. Veteran advertisers prefer 26- and 52-week Segro air campaigns Jive programs, and music slums composed of race records are not the only way to sell the Segro air audience. True, they attract a big audience. Hat gospel programs, homemakers reach more Segro uomen Although quality of available radio research in Segro market is improving, there are still many gaps. A good picture of local Segro radio can often be obtained quickly from sponsor's own distributors 3Phe W DAS, Philadelphia disk jock- ej didn't like the look of (he copy. But he read il anyway. \\ iiliin minutes, the Negro-appeal station's phones were ringing. Negro callers were furious. Station manage] Boh Klein started ■ In' kin- in a burr) and soon di>- covered what had gone wrong. A large super market, anxious t" ~i i mu- late weekend sales in its meat depart- nii-nl. had -eni o\er -onie last-minute cop) which wini something like this: "Say, lolk- . . . want some good ol' Southei ii eating ? \\ ell, just get a load of some of these weekend meat specials just waitin for you to come in and bu) em." I be ( opj went on to explain w bat the "spei Lais" were. Pig knuckles. Ham hocks. Chitlins. Plate beef. Kid- neys. \ml other meal cuts in the lowest price bra< kets. \ t\ pical comment from a Philadel- phia Negro listener who lived in the -wank Lincoln Drive ana of German- town Bummed up the trouble. "I wouldn't Iced thai kind of -tulT |<> m\ ] die," -hi- told the station. Needless to say, the advertiser's next set of commercials on the Randy Dix- on Show went back to plugging the prime steaks and better-grade poul- trj which had been featured su< cess- IiiIK before. "Negro listeners will blow their tops at the 'condescending' commercial, \\ DAS' Bob Klein explained. "In this ■ ase, the 'good ol' Southern eating was exactlj the kind of things Negroes don't look hack to with am fond re- membrance." Things like this don't happen too often iii Negro Radio today. Adver- tisers and their commercials are care- full) screened. Manx stations have firm policies about advertising accep- tability. *' \ recent sun e) ol Negro con- sumer habits indicated an overwhelm- ing preference for national!) known. brand-name products," Manager Har- r) Novik of \\ LIB, New York, told SPONSOR. "Given a choice, a Negro consumer will always bu) qualit) merchandise if he or -he ' an possibl) afford it and will not be satisfied with a little- known or substitute product. We test out new products and get a reaction to advertising claims from a panel of Negro editor- and community leaders before we accept them on the -tatiun. In fact, it's safe to saj that Negro Ra- dio i- generall) more cautious in ac- cepting advertisers than are print me- dia slanted to Negroes." This system ol "advertising quality control i- now growing in Negro-ap- peal radio. The National \ Nil- work, for instance, has turned down offers of business which il feels won't measure up to a qualit) standard. In- dividual stations like WI.RI). Atlan- ta; WBCO, Birmingham; \\I>1\. Memphis; KV\Y >.m Fran« - W KM \. Montgomery; \\ MFS. Chat- tanooga; KWBR, Oakland, and many others — hold a ven strict check on the t\pe of advertising the) find ac- i Please turn to pagt 146) Negro Radio section. talent story, station listings continue p. 137 56 SPONSOR FOR THE now firti time IN AMERICA TOP HOOPER AND PULSE RATED STATION IN THE MEMPHIS MARKET! Represented /»> JOHN E. PEARSON CO., DORA-CLAYTON AGENCY, SOUTHEAST 20 SEPTEMBER 1954 57 To sell the Cincinnati area, WKRC is a must! Morning, noon and night more people listen to \\ KRC -Radi< than to any other radio station in the Queen City! Radio Cincinnati, Owners and Operators of: WKRC-Radio, Cincinnati, Ohio • WKRC-TV, Cincinnati, Ohio WTVN-Television, Columbus, Ohio ♦ WTVN - Radio, Columbus, Ohio WKRC RADIO AND TELEVISI D 58 CBS RADIO AND TELEVISION NEMX SPONSOR ^^^V JV-WC'T V programming CBS programming dominates the Cincinnati area day and night over WKRC-TV. Radio Cincinnati, Owners and Operators o WKRC-Radio, Cincinnati, Ohio WKRC-TV, Cincinnati, Ohio \\ TYN-Tclevision, Columbus, Ohio WTVN-Radio, Columbus, Ohio Cincinnati, Ohio, Channel 12 EENTED BY THE KATZ AGENCY 20 SEPTEMBER 1954 Ken Church, National Sales Manager 59 a Irwin A. Vladimir (President ) Irttin } ladimir & Co.. Inc. LIKE MOST Newsworthy" ADVERTISING EXECUTIVES MR. VLADIMIR'S LATEST BUSINESS PORTRAIT IS BY... Photographers to the Business Executive •'< ' I '"'• I enui Seu ) orh I? I' I 3 1882 I ( ontinued from page 19 1 and interesting weeks of nrj life in Hollywood and environs on m\ own persona] Operation TV FILM. Starting with breakfasl dates each morning, and winding up with a quiet night cap die following morning (with Lunches, office -■ - sions, studio and on-the-lot investigations and cocktail meet- ings in between) I endeavored, in that 21-da) stretch, to see every producer, director, writer, syndicator of t\ films on the Coast. And I ju-1 about did. Among those who were kind enough to lend nie ol their knowledge and experience were Hal Roach Jr.. Hal Roach St., Guy Thayer. Roland Heed. Bill) Broidy, Carol Case, Basil Grillo, Dick Dorso and Bar- ney Cirard (all of Bing Cro>by Enterprises), Louis Weiss, Louis Snader, Hen Frye, Desi Arnaz, Lucille Ball and literally -cores of others. Prior to that Coast \i-it. I had spent equally long and enchanting hour- with tv film men of ever) descrip- tion in and around New York. I came awa\ with one very strong impression: That here was a new. dynamic industry in which virtually all the practitioner- were groping to establish successful oper- ating patterns. The producers of the highest-rated shows were Losing money on the -how-: the sponsors of those same shows were protesting that the costs were wa\ out of line: etc.. ad infinitum. From what I've observed film practitioner- are -till, for practical purposes, groping for successful operating patterns. Not too long ago a gentleman named Harold Sec who manage- KKOV San Francisco, confirmed this observation by proposing at a BMI Program Clinic that tv film syndicators attempt to join forces with the aim of standardizing practices and procedures. Other such effort- have keen made by vari- ous groups in the past several year-. Yet in no area of t\ film activity doe- there seem to me to he a greater need for an ex- change of information about actual experience- than on the sponsor-advertiser level. In the earlier day- of tv film a number of advertisers took on either whole or part proprietor- ship of some film series. Lever Bros., for example, with Big Tcnvn; R. J. Reynolds with Man Against Crime: Sterling Drug with Mark Sabre; P&G with Fireside Theatre. All of these advertisers, and other>. have utilized their series in sev- eral ways, presumably best suited to achieving their own indi- vidual objectives. The first two mentioned have been selling their film to stations and other advertisers on second and third runs in a fairly orthodox manner. Sterling, on tin1 other hand, has set up a spot time for film exchange arrangement with stations, wherein Sterling give- a station Mark Sabre, in return lor an amount of spot time equal to what the film would normally cos! the station. Thi- subsequent (rerun) use of film originalh produced and owned 1>\ an advertiser i- merely one facet of activity on which an interchange of idea- and experience- might prove mutually beneficial. There are literally -core- of other-. I'd like to hear from anyone who may have an) constructive thought- on which present!) existing group, or what sort of group might be created to serve a- a Study board and clear- in- house of t\ film activity. Such a group, doing a conscien- tious job. could prove of immeasurable value to advertisers, agencies ,\\u\ other- interested in the great t\ film field. * * * 60 SPONSOR .cttet .SI**"0* letT*diiv» »»uH*W« kFF* v V ATS »^?^rtrtTU« 0CTOB l.s E »ft!l S£JE lt. FOR SEM^ct gp toCM. Sftu sA* »»»* ?" B^E rw uR STur -^oHD*** 20 SEPTEMBER 1954 61 m \t-u- station* on air CITY L STATE ASHEVILLE, N. C. BANGOR, ME CALL CHANNEL ON-AIR LETTERS NO DATE ERP (kwC Visual Antenna NET AFFILIATION STNS. ON AIK SETS IN MARKET' 1 000 I PERMITEE &. MANAGER WLOS-TV 13 18 Sept. 170 2,850 ABC, Du M WTWO 12 Sept. 14 641 204 vh« 78 vhf CHARLESTON, S. C. FORT WAYNE, IND. HARRISBURG, PA. HARTFORD, CONN. WUSN-TV 25 Sept. 100 790 Du M, NBC 115 vhf See Waterloo, Ind. WCMB-TV 27 15 Sept. WGTH-TV 18 22 Sept. 184 163 930 640 NFA NFA MONTPELIER, VT. MUSKOGEE, OKLA. SALT LAKE CITY, UTAH TULSA, OKLA. WATERLOO, IND. WINDSOR, ONT., Canada 'Detroit) Skyway Broadcasting Co Charles H. Britt. pres. Charles B Britt. exec v P Bradley H. Roberts, coml. mgr. Fred Brown Jr., pgm. mgr. Chas B Britt exec, v.p. Murray Carpenter i Assoc. Murray Carpenter, prei & gen. mgr. Rudy Marcoux. bus. mgr Robert Walton. Id vis mgr. William Clark, operation? mgr. Clitton Reynolds, proi. ngr. Southern Broadcasting Co J. Drayton Hastle. pres & gen. mgr Theodore O. Maybank. v P Douglas Brasham. dlr. operations & asst. mgr Philip D Porterfield. sis. mgr. Edward Brant, lei. sis mgr. Robert W. Cawley. pgm mgr. Waller Nelson, chiel eng Rossmoyne Corp. Edgar T. Shepard Jr.. pres. Edgar K. Smith, v p. t gen. mgr. Rudolf O. Mareoux. sis mor. J. Howard Blair, chiel eng. General-Times Television Corp. 0 Nell. prei. mgr. Wagenvoord. gen. mgr. Kinsella. els. Downey, pgm. WMVT 3 25 Sept. KTVX 8 15 Sept. 18 2,729 ABC, CBS 316 1,020 ABC, Du M NFA NFA KUTV 2 29 Sept. KVOO-TV 2 30 Sept. WINT 15 26 Sept. 45 3,060 ABC 3 164 vhf eng. |i n mgr Brophy. pgm chief eng 35 12 200 800 3 230 vhf 2 93 uhf CKIW-TV 16 Sept. 325 670 CBC, Du M 4 1,468 vhf H-ft Wee* Avgr) Aut and hleh infi.r mni i.in i - - . be on I utlly ts ■ 'Anteoi Thomas F & gen. Fred W v.p. A John M. mgr. John O. dir. Daniel German, film dir Rogers Holt, chief . ng. WCAX Broadcasting Corp. C. P. Hasbrook. pres. ■ treas. Marcia B. Hasbrook. v p Stuart T. Martin, gen mgr. John A. Dobson. sis. mgr James W. Titrney. ihiei eng. Tulsa Broadcasting Co John T. Griffin, pres L. A. Blust. v.p. 4. gen mgr. James P Walkir. nsst gen. mgr. William Swanson. lei. 4. reg. sis. mgr. Ben Holmes, natl. sis mgr. Ted Cramer, prog, dir Lewis Brown, chief eng George Ketrham. prom dir. Robert T. Snider. dir. Utah Broadcasting Telecasting Corp Frank C Carmen mgr. S. John Shile. com John P dir. Lynn Johnson Miles T Ivers. film dl? Brent Kirk. prod, mgr General Plains Entir. prises Willi.-.m Skelly. pres. Dean A. McGee. (hair- nan Robirt S Kerr. v.p. W. B Way. gen mgr. Tri-State Television Inc. R. Morris Pierce, pres. E. Harry Camp. v.p. Frederick C Wolf, treas E. J. Sklenicka. sec. Ben B Baylor Jr.. v.p.. gen. mgr. Robert C Currle Jr.. rnm. mgr. Ch.-j-|(s Wallace, chief eng. Essex Broadcasters Inc J. E. Campcau. pnv \ gen mgr. E W. Wardell. com mgr R I. Johnston. Canadian sis. mgr. S. C. Ritchie, prog. dir. William Carter, chief eng. Arthur McCall. film buyer .:<-.l 1^ deli if .nailaliir »' in market. H-R COLLECTOR'S ITEM v. mfmtmaawwmimtQiit $4.00 for a 1-minute TV spot in the Number 1 U.S. market! That was what our first advertiser, Bulova Watch Company, paid, based on the very first television rate card in America — issued by WNBT, NBC's key station in New York. The year was 1941. Today — in 1954 — a 20-second station break costs $350 AND IS A better buy! Here's why: Thirteen years ago there were 3,000 TV homes in the New York area. A 5.0 rating meant a $4.00 spot gave a cost-per-thousand-homes of $26.67. Today, with 4,327,000 TV homes in the WNBT area, the same rating of 5.0 means a cost-per-thousand of only $1.62. For collecting customers, today's WNBT rate card is really the precious collector's item. But economy isn't the whole story. WNBT is first by many standards. FIRST IN NET BILLINGS During the month of August, WNBT sold $21/4-million in television advertising — more than any other New York TV station. FIRST IN ADVERTISER-SERVICE WNBT made a clean sweep in the 1954 Billboard Competition for excellence in merchandising, promotion, and advertising. 3 out of 3 first prizes! FIRST IN NEWS The 11th HOUR NEWS, with John K. M. McCaffrey, is by far New York's highest- rated daily local TV news program. FIRST IN COLOR WNBT schedules more color television programs than any other New York television station. No doubt about it, in the 13 years since WNBT's historic Rate Card #1, almost everything about television has changed except the basic superiority of WNBT. If you'd like a souvenir copy of television's first rate card — a fascinating collector's item and useful conversation piece — call or write WNBT, 30 Rockefeller Plaza, New York 20, New York. y^f N BT Channel 4 iN.B.U. in New York • a service of (ROl) Represented by NBC Spot Sales 20 SEPTEMBER 1954 63 39 BRAND NEW FIRST RUN 1/2 HOUR TV FILI te 8fe amd tffo i Setting a new standard of excelle : for local and regional Sponsi and many, many more top Hollywood names . . . Judith Anderson . . . Keefe Brasselle . . . Stephen Mci I Atlanta OFFICIAL FILMS. nc 25 WIST 45th ST., NEW YORK 36, N.Y. • PL 7-0100 Baltimore • Beverly Hills • Boston ♦ Chicago • Dallas • Detroit • St. Louis ^W. Shabpb, Executive Producer en Lewis, Producer AMERICA'S LEADING DISTRIBUTOR OF QUALITY TV FILMS COLONEL MARCH OF SCOTLAND YARD • MY HERO • TERRY AND THE PIRATES TOWN AND COUNTRY TIME • SECRET FILE U.S.A. • THE STAR AND THE STORY fLASH! Bought by Liebmann Breweries for California, New York City, New Haven and Binghamtonl iwiwiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiirii i in mi mi hi i [nininiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiTininniiim urn tt-i n n r"n inmnriiin n uri i Tv film shows recently made available for syndication | Programs issued since June 1954. Next chart will appear 18 October :;l!!|||||||||||||||||||||||||||||!lll||||!l|||H I Show name Syndicate*; Producer Length No. in series Show name Syndicator Producer Length No. in Mrioi ADVENTURE ■ MUSIC Jungle Macabre Radio & Tv Packages Inc Radio &. Tv Packages Inc IS mln. 520 Florlan ZaBach Show' Guild Films Guild Films 30 min. 39 Mandrake the Magician Passport to Dang ABC TV sr ABC TV Atlantic Prod. Hal Roach Jr. 30 mln. 30 mln. 26" Frankle Laine Show' 267 Horace Heldt Show' Guild Films Consolidated Tv Guild Films Geo. Bagnall 30 min. 30 min. ■ 26 The Guy Lombardo Show This Is Your Music- MCA Jan Prod. MCA Barrett 30 min. 30 min. 52 26 CHILDREN'S Adventures of Danny Dee Danny Lee Irwin Rosee 15 mln. 130 Boy's Railroad Club Association Films Inc. Association Films Inc. 15 mln. 6 Playtime with Sterling Jerry Bartell 15 mln. 13 NEWS Jerry Bartell Adventures In the News Sterling Telenews 15 mln 26 COMEDY Ziv 1 Official Ziv Roland Reed 30 mln. 30 min. Meet Corliss Archer* 39 39 PANEL Meet the O'Brien The Little Rases Is Interstate Hal Roach 20 min. 10 mln. ^ Answers for Americans Facts Forum Hardy Burt 30 mln. 52 DOCUMENTARY SPORTS Natl. Telefilms i Essex Films ? UTP Herbert Breg- stein American News- reel Blng Crosby 60 min. 15 mln. 30 min. Impact Tenth of a Natio Where Were You 26 26 26 All- American Game of Week College Grid Classics Greatest Fights of the Century Sportsvlsion Vitapix Mannie Baum Enterprises Sportsvlsion Ray Gordon Allan Black 30 mln. 15 min. 15 min. Not set 13 52' Pro Grid Classics Telesports Digest The Big Fight' Vitapix MCA The Big Fights Ray Gordon Tel Ra The Big Fights 15 mln. 30 mln. 60 min. 13 39 52 DRAMA. MYSTERY All Star Theatre Celebrity Theatre Screen Gems Screen Gems Screen Gems Screen Gems 30 min. 30 mln. 78 78 Conrad Nagel Theatre Guild Films An-fre Luotto Prod. 30 min. 26 This Wtek in Sports INS Hearst- Metrotone 15 min. 52 H t-. Honor. Homer Bell NBC TV Film Galahad Prod. 30 min. 39 Touchdown MCA Tel Ra 30 mln. 13 Hollywood to Broadway Man Behind the Badge Atlas Tv MCA Demby Prod. Procktor 30 min. 30 min. 13 World's Greatest Fighters In Action 39 The Big Fights The Big Fights 15 min. 52 Mayor of the Town1 UTP v TeeVee r Ziv he Official Gross-Krasne G. Foley Ziv 4-Star Prod. 30 min. 30 min. 30 min. 30 mln. 29 26 Tales of Tomorrow The Eddie Canto Theatre The Star and t Storyi VARIETY ,g Date with a Star" Movie Museum Consolidated Tv Sterling Geo. Bagnall Biograph 15 min. 15 min. 26 26 The Whistler* CBS TV Film Leslie Parsons 30 min. 39 EDUCATIONAL WOMEN'S This is Charles Laughton TeeVee Gregory-Harris 15 mln. 26 The Sewing Room 1 Zahler Films Centaur 15 min. 13 m California. N ^ ' Hen narcn and ninehnmlon. Othar markets available for sale to local sponsor* 5 Pacific Telephone In California Oregon. O l September. Bl innerlj kin->- ■ ■ i" black & Fti ■■ Ocl I rinr :.:! In production SPONSOB '■ Inlnrmatlon on i.. ■ 66 i See film notes, page 68 I SPONSOR T'AINT ONLY WHAT YOU GOT- IT'S HOW YOU USE IT!" Little Egypt could doubtless boast some special features that most of us hayseeds at WDAY-TV ain't got — but boy, how we use what we do got! First, we got the only TV tower in the fabulous Red River Valley — the only TV station in Fargo ! INTERCONNECTED FOR LIVE NETWORK PROGRAMS ON OCTOBER 1, 1954 Local ion Of TV Stations Nearest To Fargo, N. D. Minneapolis -St. >au 1 . . More than 200 mi les More than 185 mi les Valley City, More than 50 mi es Second, we got the best programs from NBC, CBS and ABC, and leading film producers — plus 57 sparkling local programs! Third, we got engineering and programming knowdiow that's worth approximately a million watts, as far as audience preference is concerned! And lots more! Ask Free & Peters! WDAY-TV FARGO, N. D. • CHANNEL 6 Affiliated with NBC • CBS • ABC FREE & PETERS, INC., Exclusive Motional Representatives 20 SEPTEMBER 1954 67 '47.000 WATTS E. R. P FALL iCHEDULE ASSURES YOU of the big ROCKFORD ■ MADISON AREA AUDIENCE + Disneyland + 1 Love Lucy * U. S. Steel Hour * Professional Football Games * Jackie • lleason show * \ •• 01 1 rcstone * VGA. A. Collegiate Footbal * Robert Q. Lewis Show * Blue Ribbon Bouts + Bob < !rosb) Show ■¥■ Toast 0\ The Town * Perry ( !omo + Arthur Godfrey * Make Room For Daddy * Meet Millie * I've Got A Secret 'nB^^uA^ Now Serving |t ^H Now Serving Over 214.992 * * * I elevision SETS ROCKFORD - ILLINOIS NETWORK AFFILIATIONS f@J ,ABC REPRESENTED BY H-R TELEVISION, INC. jiiiiiuiHiiiiminiiiiiiiiiii Swaps film for lime: Sterling Drug has found a unique way to rerun its film property. It's swapping its t\ film show, \luiL Shbre, in exchange tor announcements on t\ stations. Number of announcements used pei market vary, depending both on the station's rale card and whether the show is first, second or third-run in the particular market. Stations bene- fit because the) pa) for the show with time, not money, and then resell it to local advertisers. The plan was inaugurated in \u- gust, and. according t<> Sterling - agency, Thompson-Koch, 40 stations have alread) signed the -how. Sterling expects to get a few hundred thousand dollars' worth of "free" advertising on these stations as a result of these sales. Mark Sabre has been shown over \l!(. T\ h\ Sterling for the past two years. There are 57 half-hour films in the series. Remembers rerun*: Three out of four t\ viewers who watch reruns are aware they've seen the show before. according t<> a recent survej bj Ad- \erlest Research. Manx of these viewers I IV, i said thej watch repeat- I ecause the) "en- jo) seeing a good show more than once." Some 'M)' , raid the\ watched a rerun because "usualh nothing bet- tei is on." Do lhe-e viewers approve of the idea of repeating programs? I luce out of 10 answered "yes," qualifying this response b) saying thai a -how musl be "good" or "interesting to bear repetition. Five oul of 1<* dis- approved of the practice. Those who most vehementl) ex- pressed disapproval claimed reruns anno) them and the) are a "(heap trick" i 1' . >. Vpproximatel) 9* • ol the respondents said the) would "rather see something new or differ- ent" on t\. Mo t of those who dis- approved (5595 ' said the) "jusl don't like to watch a program over." The best thing about rerun-, said the respondents, was the opportunity the) afford to see programs missed the fir^t time around. I he worst feature of reruns is that repeat bIiows are of- ten "boring, monotonous, tiring." The Vdvertesl surve) was conducted in the New York area during July 1954 and was based on personal inter- view- in 751 t\ homo. The programs analyzed were Dragnet, Grouchc Marx, Four Star Playhouse, Our Miss Brooks. Burns & Allen and Private Secretary. \ll -i\ programs drew ap- proximately 'JO', of their rerun audi- ences from pasl viewers. Mm'* do commercials: Local spon- sors of Guild Films t\ properties can now have their products plugged bj the stars of Guild show-. I nder a new plan recently, an- nounced by the syndication firm, two t\pes of commercials are available for local sponsors : 1. The straight endorsement, run- ning from 30 seconds to a minute, with the star exhibiting the product and describing it against the perma- nent setting of the show. 2. An eight- to I0-second commer- cial in which the -tar mentions the product and introduces the conven- tional commercial generally shown during program intermissions. Commercials will be as varied as the sponsor wishes, according to \rt Gross, director of client relation- for Guild. The) may incorporate special settings, stop-motion animation and other special optical effects including -plit screen and rear-screen projection as well as lettering and title overlay. Film Basics ri'pr'mts: Sponsor Ser- vices has reprinted the six-page film Basics section which appeared in the 1954 Fall Feels issue, 12 July. Film Basics is packed with valuable data on the rapidly-growing t\ film industry, including information on rerun-, net- work and local film programing. Prices: 100 or more copies, 1 ">. each; 25 or more copies, 2U each: single copy, 2.V. You may order b) writing to Sponsor Services, I11 Easl l(»th vt.. New York 17. 68 SPONSOR You can teach a bird to talk BUT- Can you make him talk when you want him to? Can you be sure of what he will say? Of course you can't! Nor can you be sure with a lot of non-feathered "birds" ! There's an answer, of course. A simple, easy answer. You're sure— and safe . . . when you USE EASTMAN FILM. For complete information, write to: Motion Picture Film Department EASTMAN KODAK COMPANY Rochester 4, N. Y. East Coast Division 342 Madison Avenue New York 17, N. Y. Midwest Division 137 North Wabash Avenue Chicago 2, Illinois Wttt Coast Division 6706 Santa Monica Blvd. Hollywood 38, California or W. J. German, inc., Agents for the distribution and sale of Eastman Professional Motion Picture Films Fort Lee, N. J.; Chicago, III.; Hollywood, Calif. WHAT HAPPEII . . . AFTER Tl r mtu TER THE SHOW IS OVER tMMERCIAL'S DONE? MERCHANDISING IS THE ALL-IMPORTANT ECOND STEP THAT BRIDGES THE GAP BETWEEN YOUR MESSAGE AND THE CASH REGISTER it ommercial says, "Remember bi; me." Merchandising says, >u aw me on television . . . here i Result? Many more sales n nsupported commercials will •di:e. in with an NBC FILM DIVI- Wshow, you get the most pow- ul lerchandising package in all t work for you. This includes iilustry's largest assortment of nt»f-sale and other merchandis- P'ces, publicity, audience pro- tk, exploitation, and advertis- a s. fh NBC Film Division's com- plete merchandising packages are specially designed for each show to increase the sales effectiveness of every commercial. . .to wrap up viewers and deliver them as customers. And because this unique mer- chandising comes to you on a syndi- cated basis, the cost to the individual advertiser is unbelievably low. The combination of an NBC FILM DIVISION quality show and its companion merchandising pack- age gives you a complete campaign designed to build more business for your business. BC FILM DIVISION SERVING ALL SPONSORS ... SE RV I NG ALL STATIONS "Kl eller Plaza, New York 20, N. Y. • Merthandisc Mart, Chicago, III. • Sunset & Vine Sts., Hollywood, Calif. In Canada: RCA Victor, 225 Mutual Street, Toronto • 1551 Bishop Street, Montreal RESTAURANT SPONSOR: Island rug 8 Bargi I o. VG1 N< 1 Din i I ( VPSUL1 < VSE HISTORY: So that theii employees a, mid have u hand') place to eat, the Island Tug & Bai - ( o. built a distinctive restaurant from a converted ships galley >i lou volume. Then the firm bought in<> an- nouncements daily im it month i"i (II I- In spite of the I,,, ilium in/ms // bridge, undei two railroad tracks, amid shipyards the restaurant got so much business the announcements had to be discontinued. Daily cost o) tin- short-lived campaign: $9.50. ( |\ |. \ ictoria, B. I . PROGR \M: \r ncements results SEWING MACHINES Mach Co. \'.IM 'l : SPONSOR: Reliable Sewinf I \l--l I I. < W HISTORY : The s,,:nsor. ahose h, . office is in Lincoln, \eb.. bought one five-minute ;. gram from 1 :00 to I :05 p.m. mi II \ I \ one dm in . ly. The (.las~> "H" one-time rate /<«- 830.00. iftet • program, II. h. Donohue, partner in the sewing maeh\ company, urate it \ I \ that "The [program] . . . gl US excellent results, li e ii en- very well pleased and n,/ probably I"' Hunting the serines of your station m in the near Inline. . . .' Donohue told the station l\ the program produced 326 inquiries. WNAX, Yankton, Si D. PROGRAM: Five-minufci LAUNDERETTE M'ONXIK: West Street W.i-h.u. \(.KN( 'I ; I) - CAPSl IK ( VSE HISTORY : When the Washette apt last spring, it budgeted 8100 monthly tor aiherti- divided betu een new spapers and radio, li illiam Hen man. the owner, reports that ". . . we get greater retu from our investment in jour half-minute radio annow merits each week than tie do from our newspaper ad Using." He said that he found his $100 monthly m priation for advertising was not too high. And he renewed for another year on WKNE. WKNE, Keene, N. II. PKOt.KWl: \nn.i SIGHTSEEING SPONSOR: I rystal Cave Co. VGENCY: Ad- An Vssociation i VPS1 I 1 ( VSE HISTORY : To promote tourist interest in this natural n under, the cave company bought one participation weekly for 13 weeks on the Hi Neighbor shoii with Ralph (Collier, a daily program aired at 4:00 p.m. In the first announcement, which cost $45, the com puny offered listeners a folder describing the cave and featuring a map showing the different routes to the attraction. More than 200 requests for the folders were received from the single announcement and requests continue to come in. W< \l . Philadelphia PROGR \M: Hi Neighbor NURSING SCHOOL GARDEN CONSULTAN1 SPONSOR: John I). Lyon, Inc. \U\< 'i : D CAPSULE CASE HI STOR1 : This spring the spo signed for two five-minute programs weekly at the e hour of 6:00 a.m. — but it signed somen hat reluctt since it didn't think a program at that time would r< enough home and gardener listeners. Results sta coming in. however, on the very first day. The spe increased the schedule to three programs weekly ". . . there has never been as much direct result I advertising as has been occasioned through tl programs," John I). Lyon told the station. Cost SPONSOR: Beaumonl School ol Nursing AGENCY: Direct < VPS1 I I I w HISTORY I feu weeks ago the spon- sor renewed his contract on II II IT. telling the station that ". . . this renewal is lor a one-yeai period [and . . . calls for additional time on m>iu station. . . . We have found thai II II IT has brought us a greater return foi the least amount of money spent than any other ad- vertising . . . response was indeed overwhelming . . . 75' i of our enrollment due to II II IT . . . an amazing return . . . exceeded our expectations. ..." The sponsoi was buying six participations daily at $5.25 <■ >( ntcd by Richard O'Conncll, Xut'l. .{<{,. I),r. 40 last 49th St., New York 17, N. Y. PLaia S-9140 LOS ANGELES — SAN FRANCISCO [Continued from />«/;<■ :; | l»lmg — read) to fall into line if it becomes necessary. (Dis- nej on ABC. Chrysler on CBS, and soon.) Then, too, there are other changes that arc about to be stirred up by the new look. Advertising via t\ as we now know it will be affected, too, I daresay. \\ iili less control over programing, the daily ex- travaganza could mean that the advertiser after concerning himself with the essentials of lime buying and commen ial production, must then reconsider what he get- for hi- money. Less commercial integration i< possible I if any at all i>) in the multiple-sponsored program; no main title to be created nor commercial format problems to he resolved. You take your minute slot and fill it; that's all. hrother! Sacrificed, too, is personalized selling, that happy wedding of star and product. (For this last reason it is not sound to classify the NBC's multiple-sponsor efforts — Today, Home and Tonight — which so efficiently and effectively employ their star- as salesmen with the extravaganzas of mid-evening despite the fact that both are being discussed under the broad hut ill- named heading of magazine concept of broadcasting.) Well, to get back to the fall it may he the season of mists for some or perhaps of mellow fruitfulness for all to para- phrase a predecessor of Pat Weaver. J. Keats. That remains to be seen. Of one thing we can be sure, howTever — the months ahead will he interesting as well as indicative. The scramble for talent which means the problem of using up astronomical talent budgets, the writhing about for formats which will sustain interest over longer periods of time than a half hour or even an hour, the difficulties of spotting numerous commer- cial announcements that are needed to underwrite the -how without incurring the wrath of the public — all these point to a busy time. For those that live through it. it should he fun. • * • Letters to Bob Foreman are weteomed Do you «/NYJ^^ agree with the opinions Bob Foreman ex- presses in "Ag,enc\ Ad Libs"? Bob and the editors oj SPON- SOR would he happy to receive and print comments from readers, ii/dress Bob Foreman, c o sponsor. 40 F. 49 St. 74 SPONSOR Th is is >SwC6> • • + • ACTIVISION is television in action . . . and the most active TV station in Detroit is WWJ-TV! With the largest, best-equipped produc- tion and studio facilities of any TV sta- tion in its area, WWJ-TV produces net- work-caliber action shows and live com- mercials with maximum audience and sales appeal. And WWJ-TV has the creative, experi- enced talent — both in back and in front of the camera — which makes its live ac- tion shows leaders in the Detroit area. WWJ-TV productions include Michigan Barn Dance, Time for Music, Jean Mc- Bride's Cooking Show, Faye Elizabeth, Nancy Dixon, Ladies First, R.F.D. No. 4, Happy Hollow Ranch, Time Off for Sports, Michigan Outdoors, Singin' Along, Motor City Fights, News, Weather and full-production studio commercials for a long list of film shows. In Detroit . . . You Sell More on channel WWJ-TV can help YOU build a show and build your sales in Detroit. See your Hollingbery man . . • muwTV NBC Television Network DETROIT Associate AM-FM Station WW! FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS • National Representatives: THE CEOROE P. HOLLINGBERY COMPANY 20 SEPTEMBER 1954 • f I / / / / I WHY BUY 121 WHEN S WILL DO THE JOB? WBC's five 50,000-watt, clear channel radio stations cover 26 million customers. You might buy a total of 121 stations — every one at least a 5,000-watter — before you equaled WBC's coverage. Of course, you wouldn't. But why buy even three, four or seven stations to reach the audience you reach with one WBC station? Buy WBC radio. You'll save bookkeeping. You'll save scheduling headaches. You'll save money — because the more you buy, the more you save. You'll make money — because WBC radio is famous for Audience Action. Have it worked out for you. Call any WBC station . . . WBC's National Representatives ... or Eldon Campbell, WBC National Sales Manager, at Plaza 1-2700, New York. WESTINGHOUSE BROADCASTING COMPANY, Inc. Wbz-wbza • wbz-tv, Boston; kyw . wptz, Philadelphia; kdka, Pittsburgh; wowo. Fort Wayne; KEX, Portland; kpix, San Francisco National Representatives, Free & Peters, Inc. • KPIX represented by The Katz Agency, Inc. a forum on questions of current interest to air advertisers and their agencies \\ Imt steps van be taken as a safety measure in ease the star of a program eau'i appear By Nicholas E. Keesely Senior ' ice President in Charge Radio &■ 7'r. Lennen make a show. Sacri- fice i- a common practice among our more successful entertainers. It was true in the halcyon da\s of vaudeville and it is still the tradition of t\. However, on those occasions when the star fails to appear, a substitute has usuall) been made available without i"" much effort. Sometimes the show will suffer, bul toda) the modern audi- ence i- conditioned to accept the sub- stitute when necessar) and without re- sentment. In audiem e participation, panel or quiz shows not dependent in their en- tiret) "ii the star there is reall) no serious problem, aside from the last minute inconvenience in getting some- one to carr) on. I he expense "I tele* ision prohibits the employment "I star understudies; .ill one can do is hire the best substi- tute a\ ailable when necessar) . Hope for the best ii you den i have a -pale kilie. There are too main things that keep me awake nights with shows where the star always shows up to consider this question beyond this at the moment. I just pray that everybody stays health*, including me. By Joel P. Nixon Radio & Television Department Maxon, Metr York A sudden attack of high-priced ab- senteeism is like one of Rocky Marciano's over- hand rights — it will hurt \ ou but \ (Hi can roll with the punch if you're looking lor it. In simplest terms, a producer should look for trouble in advance and make some plans for the possibility of losing the star on embarassinglv short notice. Depending on the nature of the show. he can provide for an understud\ or for suitable stand-by, material. A straight unserialized dramatic program ma) lose some of its zip if the little blonde in the back row has to pinch hit for the leading lad) but it's still a dramatic show. Sometimes the format of a program i- so completer) wrapped around the particular talents of the star that it is impossible to brim: in an understudy. Mien substitute material live or film must be employed. Some advance thought can make that material suit- able- and entertaining. The minimal < "-I- involved in lining this up are well worth it when you consider the invest- ment being protected. In some pro- - 1 ams, o| ( ourse. it i- pos-ihle to -ul>- -titute a kinescope of an earlier show chosen for its lack of topicality. There is nothing that can be done to prevent absence due to sicknes- or in- jur* where the talent is concerned. But particular!* at sport or special event remotes another problem is intensified — that of getting the talent where he is supposed to get safely and on time. \n\one who has fought the crowd out- side a champion-hip prize fight, seen credentials torn out of peoples' hands, or waited in traffic as the time of the bout neared knows that the trivial seeming matter of pinning down ade- quate transportation or even police aid for all involved is very important. Coping with the problems created by a missing Btai i> no picnic, but looking for trouble in advance makes it a bit easier to handle when it comes. Veirs Vole In a recent t\ rehearsal 30 minute- before airtime Red Skel- ton plunged headlong into a door and suffered a concussion. \t the last minute a replacement was found and the show went on as scheduled. \\ hat precautions can a sponsor take to avoid last- minute frenz) in case his star is unable to go on? Some advert i^ Lng executives give their sug- gestions on these pagi - In the case of the Skelton -how. performance b) the replacement, Johnn) Carson, won this praise from Time magazine: ". . . did a \er\ funn) job. . ." Carson is a nightclub veteran, has his own CHS -how. 78 SPONSOR Hy Earl Pprriit President, Perrin-Paus, Chicago and Wir York When our client, Sunbeam Corpor- ation, invests $160,000 on one show, built around one star, we want to pro- tect that invest- ment under any circumstances. For example, on September 12th. the Subeam Corporation, through Perrin- Paus, sponsored the first 45 minutes of ihe Max Liebman color Spectacular on NBC TV, starring Betty Hutton. With- out Miss Hutton there could have been no show since this musical comedv was built around her personality. With other t\pe shows, such as half-hour dramas, comedy situations, or variety shows, an understudy could step in at the last moment and be acceptable to the client and the viewing audience. But at the recent hour-and-a-half Spec- tacular, built and rehearsed for many weeks around one personality, you would have to take into consideration not onl\ the sponsors desire, but the viewing audience. Therefore with a disappointment to the vast television >liow like this there was no way to prepare for an unforseen incident. The show simpK could not have gone on without Miss Hutton and some film programing would have been inserted in its place b\ the network, probably on a sustaining basis. This example dramatizes the problems faced by ad- \ertising agencies associated with costly television productions. \ similar situation exists in the com- mercial handling. When a client invests mi main thousands of dollars to show- i ase his merchandise, it is of equal im- portance to protect the commercials from all contingencies. We provide understudies for Peg Murdoch and Bob Sheppard. the Sunbeam stars. In the case of our Ethel and Albert show for Sunbeam, illness of one of the performers would again be too big a problem to solve with an understudv. It wouldn t make sense to have a strange face "masquerading" as one of the Ethel and Vlbert duo. We would use a kinescope of an earlier show in I lie -cries. Certainly television has again w idened the realm in which an adver- tising agency operates this time b\ bringing the agenc) into show business. NOW, more than ever... QUALITY COUNTS in the East. • • • II o The superior QUALITY CONTROL consistently maintained by MOVIELAB on all film processing assignments has earned it the jealously-guarded reputation of being the "QUALITY LABORATORY" in the east. More producers, cameramen and technicians throughout the east put their trust into Movielab's "KNOW-HOW" and "personalized service" than any other. Get to know Movielab— for this is the standard by which all film processing is judged. SERVI C£S FOR YOUR SCREENINGS SHOWPLACE OF THE EAST" kound ■= \m k" 0> «► —• «•»*« Negative Developing Ultra Violet and Flash Patch Printing Quality Control 16 mm and 35 mm Release Printing Title Department 25 Cuttingcand Editing Rooms First Printtjepartment Three Channel interlock projection 16 mm 17V2 mm & 35 mm tape 16 mm & 35 mm interlock projection for Color it's..!,.. X 'Inc. MOVIELAB FILM LABORATORIES, INC. 619 West 54th Street, New York 19. N. Y. JUdson 6-0360 20 SEPTEMBER 1954 79 What Makes a Radio Station Grate? "Commercials." — J-hn Cr-sb- • Now Read What these Other Folks Have to Say About WMT and WMT-TV I . in i u buying time on the radio \<>i many a day, man and boy, and I neve) -no never! taw n letter- head hi i- \niii \ befou ' 0\ since." I ime Buyer, Oelwein, Iowa "Yom 'Lights Oul Program gives me the creep*." — Ch v \d 1 1 1 >. "II //i ilmi'i you eji'i e us the right time?" — Ni< < 1\ \ii el) |ohnson "Give UN more programs lik< the Coronation." — Briti-.li lisK n< i "Please send nw a catalogue." — Anon. I sure admii e tin art in youi ads." —Hutch 'The movie last night uns terrific. Hut my popcorn didn't come. I I" ■ n t good sports." — Tail Cummins, \\ \l I Sports Directoi Mui u< sent Mm the <>idi i lasl week. ( !h< i k th< transom." I he K u/ Vg< in \ WMT AM & TV CBS for Eastern Iowa Mail Address: Cedar Rapids National Representatives: The Kati Agency 80 SPONSOR agency profile Arthur BeUuirv V.P. in charge of Tv-Radio Copy BBDO, New York "When a copywriter or client tends to tire of a good commercial, that's when you can be sure it's beginning to sell," Art Bellaire, BBDO's v.p. in charge of tv-radio copy, told SPONSOR. Bellaire's 33 radio-tv copywriters turn out 100 commercials a day to service BBDO's over $50 million in annual air billings. "We want our writers to be professional admen and salesmen rather than abstract creative writers."' Bellaire sa\s. "In fact, when- ever we can, we get them out into the field, so they get first-hand acquaintance with a client's production, distribution and sales problems." His business approach to the creative guts of advertising is obvious from Bellaire's own appearance. A Midwesterner by birth, he discusses writing like a farmer talks about his crops — nothing arty here; it's a craft, a job. He was recently named vice president in charge of tv-radio copy. Bellaire formerly headed up the tv-radio copy department. "Copy writing is serious selling with words and ideas," Bellaire stresses. "Not that there isn't any fun in the business." He recalls a Croslev television set commercial BBDO filmed. Footage was shot of a Ringling Bros, elephant, barker and rubber ball while the circus was setting up for an afternoon performance. This tied in with the Crosley copy theme: "The biggest picture Isign on the elephant I in the smallest cabinet (sign on the rubber ball which the elephant stood on I . ' "We're always getting calls from agents offering us the services of pet cobras, chimpanzees and baboons." Since the advent of tv, says Bellaire, there is no less care and thoughtfulness in the preparation of radio copy. As a case in point, he played a new Bond Bread recorded commercial for SPONSOR. The sales pitch is delivered by a dignified male voice against a back- ground of a 23-piece orchestra playing appropriate dramatic music. Does he get inspired copv ideas on weekends or evenings at homey "Rarely," says he matter-of-factl\ . "That's where I relax with m\ wife and three kids. Ideas ordinarih don't just hit you. Most of them need some sweating out." * * * TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) WJHP-TV Channel 36 § § § 62,500 UHF SETS-IN-USE § § § ABC • NBC * DuMONT Television Networks § § § For rates, availabilities, and oth- er information, call Jacksonville 98-9751 or New York MU 7-5047. § § § WJHP-TV JACKSONVILLE, FLORIDA 276,000 watts on Channel 36 Represented nationally by John H. Perry Associates 20 SEPTEMBER 1954 81 i'jJaSf I i I THE BEHIND-THE-SCENES DRAMA OF OUR LAW ENFORCERS IN ACTION starring Hollywood's dynamic DAVID BRIAN Dramatized so vividly listeners live the ADVENTURE, EXCITEMENT AND ACTION as MR. D. A., Harring- ton and Miss Miller match wits with the underworld. Each half-hour a com- plete story with 5 spon- sor identifications, in- cluding 3 full-length selling commercials. Technical Supervi- sion through the cooperation of the Los Angeles Law Enforcement Agencies. ■ nil mi 1111 .nil mi mi * PROVED BY PAST PERFORMANCE! Renewed for 1 2 years by the same sponsor. During this period, the sponsor tried and dropped other shows because none could match Mr. D.A. in sales! «ri 'JK* \ i N RADIO TODAY! Be sure "MR. D.A." goes on the air for you in your market! * PROVED BY CURRENT SALES! Sales-alert advertisers like these are buying up market after market. • AKERIES ARE IUYING ! Innington Bakeries in 7 markets; iyal Baking Co. in Provo and gan, Utah; Mclntyre Baking Co. I Kayser, W. Va.; Adams Baking Re. in Portsmouth, Ohio. PPLIANCE DEALERS ND DISTRIBUTORS ,RE BUYING ! berr, Inc. (Zenith) in 8 markets; mon Distributing Co. (Zenith) in ashington, D. C. and Baltimore, i id.; Leo Maxwell, Inc. (Zenith) in i fclahoma City; Jefferson TV & : fpliance (Philco) in Beaumont, xas; Goff & Snider (Philco) in ^ [aumont, Texas; Geer TV & Ap- fances in Kennewick, Wash.; Jack ashburn Co. (Maytag) inMcComb, ss. •I EAT PACKERS ARE IUYING ! bas-Davis Packing Co. in 4 mar- ts; Archie McFarland & Son in ilt Lake City; United Packing Co. Wheeling, W. Va. xipion of the e, defender tilth, guardian ovr fundamental hi to life, liberty J the pursuit of lappiness. • BANKS ARE BUYING ! Liberty National Bank in Louisville, Ky.; Home Savings Bank in Albany, N. Y.; Houston Bank & Trust Co. in Houston Texas; Western Savings Bank in Buffalo, N. Y. • SAVINGS & LOAN ASS'NS ARE BUYING ! Women's Federal Savings & Loan in Cleveland, Ohio; Oak Cliff Sav- ings & Loan Assn. in Dallas, Texas; First Federal Savings & Loan in Wichita, Kansas; First Federal Sav- ing & Loan in Gainesville, Ga.; Standard Building & Loan Assn. in Columbia, S. C. • BREWERIES ARE BUYING ! Terre Haute Brewing Co. in 13 mar- kets; Getteiman Brewing Co. in 6 markets. • UTILITIES ARE BUYING ! Carolina Power & Light Co. in 5 markets; Oklahoma Gas & Elec- tric Co. in Woodward, Okla. • INSURANCE COMPANIES ARE BUYING ! American Home Life Insurance Co. in Topeka, Kan.; Bon General In- surance Agency in Casper, Wyo.; R. E. Daniel Insurance Agency in Indianapolis, Ind. • RETAILERS ARE BUYING ! Dearco Glass & Paint Co. in Sha- wano, Wise; E. A. Scott Paint Co. in St. Johnsbury, Vt.;Big Red Ware- house, Inc. in Tulsa, Okla.; Manu- facturers Outlet Shoe Store in Colo- rado Springs; Best Gift & Jewelry Shop in Zanesville, Ohio. • FOOD LINES GALORE ARE BUYING ! Tarnow Food Delicacies in Tampa, Fla.; Interstate Coffee Co. in Ben- nettsville, S. C; Acme Super Mar- kets in Syracuse, N. Y.; Equity Dairy Stores in Lima, Ohio. PLUS MANY MORE VARIED LINES OF BUSINESSES IND. STA. "A' 60c IND. STA. "B" 50c IND. STA. "C" 60c NET. STA "A" 35c NET. STA. "B" 35c NET STA. "C" 44c NET. STA. "D" 28c AFTERNOON 12:00 NOON to 6:00 P.M. K-NUZ ... 22c IND. STA. "A" 48c IND. STA. "B" 42c IND. STA. "C" 60c NET. STA. "A" 29c NET. STA. "B" 29c NET. STA. "C" 47c NET. STA "D" 50c Vetc development* »n SPONSOR stories St»o: "New Nielsen local ruling plan: what yon should know about it** Issue: H February 1 V.» 1. pagt M Subject: Nielsen placet contract* to install lir«i (>.()()() Recordimeters \. C. Nielsen Co. expects lo install the first 6,000 new Record imetera designed to measure local area ratings foi its new Nielsen Station Index beginning next month. Nielsen Station Index has been contracted for bv 11 agencies and advertisers, the compan) reports. Latest to Bign: CBS Radio. Installation of the new models follows -i\ month- of field testing 200 pilot models of the device, a companj spokesman said. The 6,000 Recordimeters to l>e in-tailed in a cro — ection of hornet majoi markets will represent an investment of ovei $250,000. I'lie new NS1 service combines Vudimeter data and Recordiraeter- ■ ontrolled ^udilog (diar\ i data. Recordimeters warn panel members when it's time to make an entry in the diarj bj means of a flashing light for television and ■ buzzer for radio. These signals are given ever) 30 minute-. Tin- I!.-. cordimeter measures total time the set is on to verif) the diar\. If the diar) and the Recordimeter differ, the diarj i- thrown out. Subscribers to the new NS1 service include the following: Benton S Bowles, the Borden Co.. Dancer-Fitzgerald-Sample, Foote, Cone ^ Belding, Bryan Houston. Lamberl & Feasley, Lennen & Newell. Marschalk & Pratt, Dan B. Miner. Rhoades & Davis, "> \K. * * * Sl'l*: "What happened on the air when N.Y.C newspapers went on -trikr'" Issue: 28 December I9.i.'i. page 30 Subjects Gimbel's launches new spot radio drive on \\ CB>. New *i<>rk \ new Gimbel's radio campaign over WCBS, New York, is just one indication of the increasing swing to air media b) department -tores. I he 13-week radio announcement drive, launched 30 August, con- sists of 20-second station breaks at 8:00 a.m. Monda) through Satur- day. The announcements are delivered live, are slotted between Local \cus and CBS World \eus Round-up. "We chose an early-morning time slot to reach both men and women, during the breakfast hour.'" a -tore spokesman told SPONSOR. "We think of these radio announcements as a kind of supplement to "in print advertising. They're planned to remind -hopper- about special items, and we think a 20-second announcement i- ju-t the right length to serve this purpose. The announcements concentrate on store specials items that are priced low foi a short period or which offer unusual value for the shopper. The items plugged on the air range from women's apparel to home furnishings and children's items. Gimbel's placed the cam- paign through the Telesales Co. Gimbel's previous air efforts include a summer 1954 radio an- nouncement drive built around the theme of Summer Festival values. It also used air heavil) during the New York ('itv new-paper strike "We End radio i- particularl) effective during the summertime, the store executive said. "Most people travel at one time or another during the summer, especial!) on weekends. While they're in the i .ii oi relaxing outdoors the\ re apt to li-ten to radio hut rarelj look al a new-paper. "'One of the reasons we decided to use radio this fall was that the summer campaign proved so successful, we wanted to extend it. * * * 84 SPONSOR Congratulations, Durward Kirby you've won half of Indiana with more people: 1 .805. 191 live in our A and B contoui - only. That*- 15' i of all resi- dent Hoosiers — nearly half, Dm. Your half. You know how they go for you — just as they did when you got -tailed in radio over WFBM. Nol ju-t hecause you're home- grown, Dur. You really do de- liver a show. And Durward, maybe you can figure out something funny to say about this: 39.1'' of your half lives in cities | most- ly Indianapolis); 32.5' < are suburbanites and 28.4 % are down on the farm. The folks in your 15' • of the state have a mean income well above the That is. we modestly claim only half. ( Surveys show we reach much more.) Since you went and left, Dur, you've gone a long way. Anyways, we just want you to know nearly half the state of Indiana is watching you. What happened, Dur, was this. We changed our tower (now it's 1019 feet) and fat- tened up our power (100.000 watts, FRP). You know how it i.-, Dur — progress. Now when you come through Indiana daily over Channel 6 you cover more ground ( 16,- 680 square miles), and visit Finally, Dur — if you wanl to keep posted on your halt of Indiana just for old time-* sake —there's a Katz office up there in New York. Stop in for a chat. Affiliated with WEOA, Evansville: WFDF, Flint; WOOD AM & TV, Gran 20 SEPTEMBER 1954 85 TelevMon I. If. winha at viewers, eoul sules .jii»iif> .*J00°« \ blinking, winking television l.D. -I i 1 1« - is i redited w ith I sting sales foi .1 ( in. iiui.iii coal compan) 300' i -in. e 1952 in face ol an over-all <(<•- . rease ol 12' - in 1 1 • « - city's < :oal busi- The blinkei gimmick i« being used bj the Moeldei < oal I o. on WCPO- I \ . \ I .. .ut 90' ■ "I the firm's aal l>\ a spe< ial magnetic device, and other services. The secid ol tin' blinking slide isn't reall) complicated. Heres how the gimmick works: The GE balop projectoi is made to use slides or opaques, either of which measures V i \ P i inches. The de- \ ice is i igged so thai a 3^ \ I ' i inch opaque card forms the outline and mask foi .i 2 \ 2 inch transparent slide. I In- -lull- is inserted behind the opaque in a special!) machined slide holder. I he slide's message then li^hi- u|i when the light normally used for slides is switched on. When light strikes the opaqui card from the front. Typical slide features 'winking' phone number Klrby 3080 •T/lJJfSJEgm , it illuminates the opaque card but t In- i ransparent slide is left dark. I he blinking on and of! li^ht- are con- trolled from the projection operator's panel. The blinkei action card was devel- .Tr.l bx Caul \dam>. WCI'O-TN engi- neer, and Ed Weston, assistant general manager. The) designed the device for time and temperature reports. Then one das Pat Grafton, WCPO- TV account executive, and Robert Grannon, of Leonard Sive agency, de- i ided to adapt the idea for use by the Moelder Coal Co. Dollar volume figures aren'l avail- able, but Moelder sa\> that it- eoal vending machine business alone in- creased 27")'. in the last eighl months of 1953. And the increase is attribut- ed soleh to the blinking t\ I.I). * * * \eu-spaper term, 'group,9 used by radio, tv stations The old spare media term, "group. i- being appropriated b\ radio and t\ stations. Recenth Crosley Broadcasting Corp. unveiled "The Croslex Group" plan. And almost simultaneously, on the West Coast, five Inland California sta- tions formed the California Valley 1 .1 oup. Both of the new groups are similar to such newspaper groups as "The First Three Markets Group," which consists of the Sundav rotogravure magazines of the New York Daily Wetvs, the Philadelphia Inquirer and the Chicago Tribune. Rasic characteristics of both radio and t\ groups are: Rates quoted for the group embody a discount the re- ward foi quantit) buying; the group i- promoted and sold as an individual entity offering one market and one rate. I rosier includes three basic group outlets: WLW-T, Cincinnati, W LW-( Columbus and W I.W I). Davton. I wo optional group members an WLW-A, \ll.inta and \\ I.W . ( an. innali. I be ( alifornia \ allex Group -la lion- ,ni': KFRE, Fresno; KK( h . - ramento; KERO. Bakersfield; KHS1 Chico and K\ ( !\ . Redding. \t least three of the outlet- must be bought to ram discounts which range up to 2n' , below established rate-. Representa- tive for the California group is \\en- Knodel. * * * It tut in art vlass brumed to ">0 I. idiots vlassrooms When Central Illinois schools re- open in a few da\-. students will march back into rooms with poli-hed desks gloss) blackboards and radio-. Foi ladio has become almost a- mm b i part of the classroom in tin- Blooming- ton-Normal, III., area as desks and blackboards. The radios are used foi a weeklj art class beamed to elementarx school students. Last year more than 3,000 children "attended" the class each week: the figure probabl) will be much Radio art class students in their classroom higher this \ear. Yet the program isn t carried on u educational station. It's broadcast on Monda) afternoon- b\ WJBC, Bloom- ington, which offers it as a public serv- i< I-. I In idea for the program came from Dr. F. Louis Hoover, art director foi Illinois State Normal I niversity. H« broached it to W JBC. "I was somewhal dubious as t" whether or not thi> particular type "I programing would be successful. Warner C. Tidemann. WJBC genera! manager, told sponsor. In the end of the !953-'54 school year, schools in more than ■">•> Central Illinois cities and towns were picking up the programs. More than 500 teach- ers requested class instructions, which had been prepared b) Dr. Hoovei as a supplement to the program, fhe 86 SPONSOR university presented 2.800 special cer- tificates to students who had partici- pated in six or more of the 25 broad- casts last year. And on next Saturday the university is conducting an all-day workshop for teachers whose pupils will take part this \ear. • * * Briefly . . . The nationwide debut of the Meet Corliss Archer show was over W BAL- TV. Baltimore, on 12 September. Just a few days before the show's debut, final arrangements were completed by I from 1. to r. ) Willis K. I Bud I Frei- bert, WBAL-TV sales manager; James Mcllvaine III. merchandising manager for Renuzit Home Products Co., and Stanley Goldstein, radio-tv director of Feigenbaum & Wermen Advertising Agency. -* * * Construction has started on the new WDAY-AM-TY. Fargo, studio-office building I picture below I . The $400.- 000 structure, to be located in uptown I JTbio A*» Tili RADI Fargo, will be a three-story steel, con- crete and brick building with a full basement. All WDAY radio and tele- vision operations will be centralized in the building upon completion. At the present time, tv studios are located at the transmitter three miles south of Fargo while WDAY radio studios and offices are in Black Bldg.. Fargo. * •"- * The advertising director of the Blatz Brewing Co. has bought an interest in ^ CAN-TA . Milwaukee uhf station, and i Please turn to page 132 I TV and the Model T An old advertising confrere of ours likes to describe television shows as, simply, vehicles for the sponsor's message. It's an apt definition, but rather broad in scope. For example, that vehicle in question might turn out to be an old sputtering Model T ... or it could be a classy, fast-moving, custom-built job. Personally, we specialize in the latter. Our clients always ride first class ... as proved by current top-rated vehicles like "Strike It Rich" and "The Big Payoff." For TV packages that pay big dividends . . . for imaginative, sales-effective formats with a future ... put your confidence in "America's leading independent TV producer" .. always at your service. There are a dozen new fromer shows pasf the Idea stage . . . perhaps one Is tailor-made tor you. Call usl alt f ramer productions 1150 AVENUE OF THE AMERICAS NEW YORK 36, N. Y. 'OXFORD 7-3322 20 SEPTEMBER 1954 87 Advertising is really the process of teaching- and in teaching there is no substitute for Frequency" ays Professor Gordon F . D e rner say "It is almost a truism of psychology that repetition is an Credentials— Dr. Gordon F. Deruer, Ph.D. r . , , . . . a Director of Clinical Psychology Training ProgBU important factor in the process of learning. Any ettec- and Associate Professor of Psychology-, Adclph tive teaching technique should provide for adequate College, Garden City. Long Island. frequency of repetition — and some element of attention, . . , 1 J ' Author of: , .ill a i c r i The Clinical Diagnosis of Intelligence. Psychologic! interest and meaning should be ottered tor successful Aspects of the Tuberculous, and Articles in profit learning." sional journals. 88 SPONSOR B ecause of its iLLiConomy rvADIO is the ideal medium for Frequency 'ne copywriter's cherished dream of the one-shot j'pression that bowls over the consuming public has (aporated in the intense competition of modern ad- rtising. Practical advertisers understand that a ngle advertising message is easily lost or forgotten; ey recognize the importance of repeating an impres- :>n at frequent intervals. ading radio stations deliver mass circulation at such lonomical cost that you can afford to use radio daily, ie year 'round. If your strategy calls for constancy .. . telling and re-telling the consumer about the joduct you sell . . . then your ideal medium is radio, e inseparable companion of the American family, herever they go, whatever they do.* To exploit fully the basically great opportunities of radio, you will want to select stations which have dominant coverage of important markets, high stand- ards of management ability, and solid records of successful performance. Stations like the 12 which we are privileged to represent! We are being called upon more and more frequently to assist account executives and media departments in formulating more efficient radio plans. That is our business . . . our only business. Our staff, concerned exclusively with radio, is at your service at a word from you. *One of the many interesting facts developed in the Alfred Politz Study "The Importance of Radio in Television Areas Today." he HENRY I. CHRISTAL co, NEW YORK — BOSTON — CHICAGO — DETROIT — SAN FRANCISCO Representing Radio Stations Only INC. BAL Baltimore (NBC) The Hearst Corp. BEN Buffalo (CBS) Buffalo Evening News GAR Cleveland (CBS) Peoples Broadcasting Corp. JR Detroit (CBS) The Goodwill Station, Inc. TIC Hartford (NBC) Travelers Broadcasting Service Corp. Kansas City (NBC) Kansas City Star 20 SEPTEMBER 1954 ;N"t • M 0 Measure of a Great Kaclio Station Los Angeles (NBC) Earle C. Anthony Inc. Louisville (CBS) Louisville Courier-Journal & Times Milwaukee (NBC) Milwaukee Journal Schenectady (NBC) General Electric Company Syracuse (NBC) Herald-Journal & Post-Standard Worcester (CBS) Worcester Telegram-Gazette 89 RADIO COPY tinued from \ Structure?- ni.iinl.iin .1 -eparate radio . op) department Several agencies, Benton & Bowles and Kenyon & I • k- hardl among them, bave tried separat- ing radio and t\ copy. Both have dropped the separation approach. \t Benton ^ Bowles radio .mil t\ copj toda) handled in the same depart- tnent. \t Kenyon & Eckhardt all me- dia are now integrated, the copywrit- ers working in t\. radio and print. Mosl other agencies divide general!) along these lines. tanong those agencies which com- bine t\. radio and print in the same ■ opj h riters are I oote, Cone ^ Belding, McCann-Erickson. SHdi. Oeil i, Pres- brey, Dancer-Fitzgerald-Sample. Some ol those whi< h separate their radio-h • M|.\ operation from print art- UNDO, B&B, Hewitt, Ogilvy, Benson & Mather, J. \\ alter Thompson. In some agencies t\ has been given an e\cn strongei status. \t Biow, for example, radio and print copy are han- dled In the same writer-, bul special- ists in i\ create the t\ commercial; they OMMrt Ik BACK ON THE GOLD Golden corn . . . golden wheat . . . millions of bushels of each help boost the Kansas farmer's income to the stagger- ing total of $1,092,211,000!* Each farm family has $8,312 to spend* . . . 58% above the national average! Mister, here's a market that's worth going after in a big way! And the best way to turn these above-average-income prospects into buyers is to put your selling message on the radio station Kansas farmers listen to most — WIBW". -nun r Markets '5 V **Kan-as Radio Audience '53 TOPEKA, KANSAS Ben Ludy, Cen. Mgr. WIBW - WIBW-TV and KCKN are railed "ti creative supervisors" and work with the copywriter. \t Kudner. t\ is also an indi\idual department, although on some accounts the t\ writer will handle the radio copy as well; ordinaril) radio is done by the same person who w rites print. The particular copy setup generalK reflects agency theories on the simi- larities or differences between the cre- ative demands of the various media. Some, for example, feel that radio and television writing are basically so simi- lar that it would be foolish to separate them; other- regard t\ as unique, while still others look upon media techniques as secondary to primary advertising thinking. It i- interesting to note. howe\er. that in no 1 ase is radio copj a separate department, at least among those i ies surveyed b\ sponsor. In short major agencies have not followed the practice of radio and television stations and network- in separating radio from t\ activities. .'Ion- copy quality is affected: If it i- true that agencies are more and more handling radio copy \ ia the "left hand, it might be reasonable to as- -uine that the copy they turn out is lower in quality than heretofore. Yet a round-up of qualified opinion from a variety of sources upsets the easy as- sumption in quite startling fashion. Agen< \ principals, of course, how- ever candid they may be. find it hard to admit, even off-the- record, that any- thing could ever be wrong with their shop's product. It was not surprising to find them stoutly defending the quality of their radio copy. Before dis- counting these views as necessarily self- protective, please note that the same observations were made by those who had been most severe in their criticisms of the agencies. This applies even to the top copywriter whose frank view- were quoted earlier. The consensus seems to be that basi- cally the quality oj agency radio copy- has not declined in recent rears, that it has. on the contrary, improved in many WO) S. That is the agency \ iew . How do broadcasters feel about it? A spot check of networks and independent stations in New ^ ork showed only a minority criticizing the agency prod- uct. In nearlv e\er\ case the broad- caster felt that the copy and e.t.'s com- ing to the stations and nets have, by and large, kept pace with the times. 90 SPONSOR He scores with buyers in Northern Ohio ^cse,k/ If you want buying action, you want McColgan! Northern Ohio's ace sportscaster, Bill McColgan, knows the score. He knows what sports fans want to hear — and he knows how to move them to action. When he's "Speaking of Sports" nightly on his three fast-paced sports roundups, he produces the type of listener response that rings cash register bells. One feature alone of Bill's program, his "Athlete of the Month" listener vote, draws over 5,000 cards and letters monthly! Response like this helps explain why WGAR is Northern Ohio's most- listened-to station . . . why it can get results for you. 'OVd Measure of a Great Radio Station Give your sales a boost by letting Bill McColgan speak for you when he's "Speaking of Sports", 5:05 p.m., 6:10 p.m. and 11:10 p.m. Get the facts now from your nearest Christal representative. THE STATION WITH 4Vi MILLION FRIENDS IN NORTHERN OHIO CBS— Cleveland — 50,000 Watts The Peoples Broadcasting Corp. Represented by The Henry I. Christal Co. In Canada by Radio Time Sales, Ltd., Toronto 20 SEPTEMBER 1954 91 I he 1 1 ntinuit) diret toi "I .1 radio network told sponsor: "Not onlj has the < opj not detei iorated ; ii is actu- al!) I ettei now. Selling 1 ia radio is more forceful than before. Bj and 1. 11 ge ii 1- iiM|Pin\ in^. I he bad < "|>\ . omes mainl) Ii new advertisers. \ network Bales Bervice tnanagei noted e\ ident e "I fresh approaches in in, p) and felt thai more concen- tration was being given radio than a \ eai ago. Sale? -. lining, might actuall) be im- proving, particularl) recorded an- nouncements. \ number cited the Hunt jingle as a case in point. The Bales manager of a network sta- tion held thai his Btation wa« helping tu keep cop) qualit) up b> maintain- ing strict standards, even though tlii- might mean considerable billing Loss each week. A network spokesman who thought there might possibh be a eop) prob- l«-iii. hut that it was onlj incidental if it did exist, also emphasized the impor- tance of the net's continuity control I Let the Wader do the job For 30 years, the entire Western Market of 302 counties in 12 states has relied upon KOA as its main source of news, information and entertainment. This length of service, unmatched coverage and program excellence has enabled KOA to consistently maintain its dominance. It is the "single station network." KOA covers the West... best! Advertisers! To get more for your advertising dollar, you can'r afford to miss the Western Market of 3,644,400 people and over $5 billion buying income! Sell this entire market with KOA's 50,000-Watt dominance. I Write today for the September KOA Western Market folder, detailing the latest facts and figures on population, income and sales in the Western Market. <: Call Petry 850 Kc 50,000 Watts D E N VE Covers The West O&dC, setup to the continued good qualit) of cop) . Main criticism was leveled at local and retail copy. I i 1 i : — view, inciden- tally, was backed up more than once bj admen, who wenl even further to claim that most of the trouble with radio cop) can be laid at the door of tl local radio stations which in their com- petitive battle for billing have let down the bars. Going outside the immediate arena ..I agent ies and stations, sponsor a-k< .1 Schwerin copytesting organiza- tion, to compare commercials of today with those of pre-t\ days. I he Schwerin conclusions are published on page .'52. Note particularl) the observation that current radio commercial- tested l>\ Schwerin seem more effective toda\ than those <>f L947-48. How to explain this apparent contra- diction between internal agenc) atti- tudes toward radio cop) and its con- tinuing high qualit) ' The reasons most often cited at agencies are: ill the long industr) experience with radio copy; i2l the specific experience of the copywriters themselves in radio: the beneficial effects of tv writing on radio cop) . Reasons one and two need little elaboration. As one copywriter put it: "I know the tricks, and after years of experience. I can handle a radio prob- lem sw iftl\ and ea-il\ . Reason number three, however, mav come as a surprise to many. Rightl) or wrongly, the feeling seems widespread that radio writing benefits from tv. Nearly all interviewed agreed that a copywriter's radio ability is heightened 1>\ his experience in television. "From t\. stated a tv commercial head, "a radio writer learns to be fastidious about what he is writing. He learns moderation, economy and precision. A top all-round copywriter det I that "\\ orking in t\ first on a commer- cial forces you to think a lot harder about how to explain the same thing in words. The result i-. \ou think bet- ter." \ reason cited b) more than one per- son was thai t\ helps a man to think basically, this because tv thinking more and more, becoming basic cam- paign thinking. One agenc) vice president in chi of t\ and radio cop) stated that because of t\ '"better manpower is being brought to bear on radio commercials. Since in our agenc) the same man does both, and since tv enjoys the big 92 SPONSOR Speaking of frequency... WGY's Charles John Stevenson proves the point! FREQUENCY IN RADIO ADVERTISING IS ECONOMICAL k C'K *3S 3i1«° Measure of a Great Radio Station 65 spot announcements over a period of 13 weeks purchased by a nursery to sell flowers brought in 4,771 orders and almost Si 5,000. For every dollar spent buying radio time there was a $7.50 return in new business. GENERAL ELECTRIC STATION ALBANY — TROY — SCHENECTADY — plus — 54 counties in New York and New England Represented nationally by Henry I. Christal Co., Inc. New York — Boston — Chicago — Detroit — San Francisco 20 SEPTEMBER 1954 93 What can you do with $148? $148 offers you a hatful of choices. You could have Scotch grouse and champagne for less. Or you mighl buy a handsome sports coat, or even give your wife a few weeks of extra maid service! Or, if you want advertising values — _j ON WO AY, $148 will buy 13 five-minute spots! WEST VIRGINIA STATION COVERAGE DETAIL WOAY, Oak Hill, is West Virginia's second most powerful station. WOAY covers 21 West Virginia counties. WOAY delivers a total Nielsen audience of 102,200 radio homes — an average daily Nielsen audience of 51,320 radio homes! Write direct for full details. WOAY OAK HILL, WEST VIRGINIA Radio Homes in Area NCS Area No. of Coun- ties DAYTIME 4-Week Cum. Weekly Average Day NCS Circ. °r NCS Circ. %* NCS Circ % 20,370 FAYETTE 18,490 90 18.220 89 10.150 t- 18.190 GREENBRIER 15.490 85 15,130 83 6.720 N 66,940 KANAWHA 10,310 15 7.180 10 4.410 M 14,570 LEWIS 3.110 21 2.280 15 1.680 11 18,260 LOGAN 2.780 15 1,960 10 1,020 05 19.440 MERCER 8.000 41 6.480 33 3.990 20 14,290 NICHOLAS 11,450 80 11.080 77 6,620 44 23,930 RALEIGH 20 220 84 19.610 81 8,540 35 12,290 ROANE 2,720 22 1,990 16 1,460 11 16.750 WYOMING 9,630 57 8610 51 6.730 ■ 225,030 10 TOTAL 21 102.200 92,540 51,320 * — ']'< of Radio Homes in Robert R. Thomas, Jr., Manager 10,000 Watts AM-20,000 Watts FM hilling, television is actually paying most of the freight of the radio copy- writers." The future? h might seem, then, that all is really in order and that the agen- cies may proceed without much con- cern to bat out radio copy in the ac- cepted manner of the day. But this attitude may prove unrealistic in the long run. A warning word comes from an agency vice president who super- vises one of the industry's largest ac- counts: "In the heyday of the Jack Benny radio show, we heard how it got the personal attention of George Wash- ington Hill. That kind of attention is now given to tv. Radio is still essential, and so far I do not see any let down so far as copy is concerned. There has been to much skill and experience accumu- lated for that to happen rapidly. How- ever, the new breed of copywriter is tv-oriented. He may have had no ex- perience in radio — never heard of the Hummerts — and what's more, he doesn't care. What happens when he comes to the fore? How will the pic- ture look years from now?" Another of this agency's vice presi- dents, who was participating in the ses- sion, commented : "At the present time we are living off radio fat." What can agencies do about the ra- dio copy problem? First, of course, it is necessary for them to recognize that it can be a problem, that the copy must be carefully watched. More specifically, here are some sug- gestions from a copy chief and vice president who is responsible for major network tv and substantial regional ra- dio billing — and who is, incidentally, one of the very few spoken to who has given the question any real study. 1. Recognize that the copywriter is human, that he will necessarily tend to favor the most glamorous and impor- tant medium. This tendency should not be held against him. But management should do something about it. 2. Try to keep the copywriter inter- ested in radio copy. Take it seriously yourself. Treat it as important. Try to make the radio writer see that radio is still very important in moving goods, that people do listen and hear what he creates. Teach the copywriter that ra- dio today is important for its mass coverage and cumulatively huge audi- ence so that the writer has some of the same understanding of the medium's importance as a timebuyer. 3. When possible inform the copy- w i iter about the times of the day he can hear his commercials, especially if they appear locally in the morning or when he may be driving. Nothing gets a writer so excited as being con- fronted by his own material over the air. 4. As supervisor you must be will- ing to assume responsibility for qual- ity. If a bad piece of radio copy slips out, it must be considered the super- visor's fault, not the copywriter's. A supervisor who is snowed under with work will tend to neglect radio. It should occasion no surprise if the writ- ers do the same. The quality of radio copy is directly dependent on tin amount of time and interest devoted to it by those in responsible positions. 5. Make sure that the new copy- writer is taught the fundamentals of ra- dio copywriting, that he learns to re- spect it as an important and nece>sai\ advertising medium. Seek to train the new writer in radio. Another suggestion came from the copywriter whose hard-hitting state- ments appear at the beginning of this article. He thinks the trade magazines should pay more attention to good ra- CENTRAL NEW YORK'S nomberW RADIO STATION - k BEST Power BEST Circulation BEST Local Talent BEST Production Know-How BEST Customer Service DON'T SETTLE FOR LESS THAN THE BEST IN THE BOOMING, BUYING CENTRAL NEW YORK AREA. b ^Nl;F,,c', FOR DETAILS • Ask- The HENRY I. CHRISTAL CO. 5KW * SYRAGUSE • 570 KC 20 SEPTEMBER 1954 95 "**«• r ^ i*,. "■'<* * *v • ->^*-. -\ . . . and nights, too, for advertisers starting their fall campaigns on the Storer Stations. . _ 4 V *.~ 4 ' .*F -*. :~ 4 h m m -sar-" STOWER BROADCASTING COMPANY WSPD • WSPD-TV Toledo, Ohio I KGBS • KGBS-TV San Antonio, Texas WJBK • WJBK-TV Detroit, Mich. WBRC • WBRC-TV Birmingham, Ala. WAGA • WAGA-TV Atlanta, Ga. WWVA WGBS Wheeling, W. Va. Miami, Fla. NATIONAL SALES HEADQUARTERS: TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr. 118 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1, Franklin 2-6498 From DOGS DOUGHNUTS! Perhaps the variety of products hasn't been literally that broad yet! But the KQV-A & P Merchan- dising Plan has already boomed sales on this diversified list of products. And look at the happy results! "Sales up 81.9',, during promotion" — Breakfast Food "Biggest month in our history" — Dog Food "Almost double normal case sales" — Ginger Ale "Biggest sales gain we ever had with A & P" — Root Beer "3s 120 extra cases from warehouse" — Coffee All this, plus high, high KQV- < lis ratings in Pittsburgh. Better contact KQY or your Raymer in. in for full details. CBS Radio* I IN PITTSBURGH 5000 W— 1410 KC National Representatives: PAUL H. RAYMER Company dio copy, featuring examples of good cop) and creative personalities. This, he Feels, would perk up interest among copywi iters. The client: Perhaps the most positive influence for good radio copy is a posi- tive client, one who, in the words of a disgruntled radio network official, "de- tnands more than just the junior copy- writer. Where clients give radio it^ proper due, the agenc) response is im- mediate and definite. A number of such cases were cited to SPONSOR. In some cases, however, the client tends to brush off radio in favor of the more exciting t\. And it is only nat- ural that the agenc) will tend to reflect the apportionment of the client's inter- est and hillings. As one copy chief put it: "Little money is not going to get the attention the big money gets. In creative thinking on an account, you -in I w ilh the major expenditure. The hilling is the controlling factor." The amount of hilling is the common denominator tying together the diver- gent views of practically all those spoken to in the top agencies. The primary thinking does not start with radio where tv gets a much larger share of the budget. According to agency spokesmen. "On major accounts radio is largely a translation of print or tv." The advertiser himself is likely to pav less attention to the aural medium, in the belief that tv, because of its very newness, demands more time and thought than radio. Here is how the advertising manager of a national con- cern marketing a number of well- known food products explained it to SPONSOR: "'Frankly, we do not devote as much thought and research to radio as to tv. Radio is older and better known. More research is needed in tv. More effort is needed in the sight me- dium." Furthermore, the advertiser, too, is a human being, and like many others finds it difficult to resist the unparal- leled glamor of television. On the other hand, niaiiv clients, ac- cording to some agencies, are just as cons< ious of radio as ever. In these cases, the radio < opv is treated with the respect and attention so commonly devoted toda) lotv. This bears out the contention of those who i n>i-t that in the final analysis the continued excel- lence "I radio copj depends on the principals involved. If clients and agenc) heads < are enough, t ln-\ w ill < ntinue to gel good radio copy. * * * QUALITY RADIO {Continued from page 41) segments, of which three are sponsored weekl) in Cincinnati. However, onlj Wco's half-hour segment will run on the QRG station-. \v2 times or more. Program costs will he figured on a national scale, which means the price of talent on QRG will be higher than it would be on a local station. Thi- is because of the necessity of paying the national AFTRA union scale. As in spot, the advertiser will be able to choose different times for his program on the various QRG station-. Buying will be simplified since list- ol availabilities and clearances will be handled through one source. The availabilities situation will also he simplified by the fact that most of the QRG stations are NBC outlets: unsold network time will he the same on all of the NBC stations. While all the specific periods for sale have not been decided on yet the) will probabl) all fall between 7:00 and 10:00 p.m. \\ hile then- i- always a chance that unsold network time will suddenly find a sponsor there is little concern aboul preemption of QRG time slots. In the first place, there are enough period! for sale so that conflicts between net- work and QRG sale- are unlikely. Whenever a QRG sale is made the net- work will be notified immediatel) to avoid embarrassing complications. Of course, there i- always the pos- -ihilitv that the network will come up with a sponsor for time that Qli1 read) to sell to its own client. I the clearance point of view adjust- ments could be made between QRG .ind the network in question. ()\\{ ea-ilv move it- taped show to the pe- riod preceding or following the net- work -how. In fact, the client ma) pre- fer the idea of following or preceding a network show. Or it would not bfl 98 SPONSOR J, ^f f > 4 v. / W |# *1 ^mt k tt r -A ^J^ ^ >^s^ s***V ^ ^JS* \^S^ Big Mike is the physical trademark of KFAB — Nebraska's most listened-to-station V 1 Hybrid Corn! That's the answer you'll probably get, says Big Mike, if you ask any corn belt farmer what is the greatest development of the past century. Agronomists figure hybrids have increased corn yields on the average of 20 per cent . . . representing many millions of dollars annually. Much of the advance research and development of hybrid corn was done in the Big Mike- KFA8 area — the greatest corn producing area in the world. Today, virtually all of the corn produced is hybrid, and Nebraska alone boasts a 10-year average yield of 226 million bushels. KFAB has helped tell the hybrid corn story to farmers in this area. It's a selling tool recognized by the hybrid corn producers themselves . . . MORE OF THEM USE KFAB TO TELL THEIR STORY THAN ANY OTHER STATION. To sell hybrid seed corn — any product for that matter — get the facts on KFAB-Big Mike success stories. Free and Peters can tell you, likewise Harry Burke, General Manager. \ \ \ \ ^ * ' I ' / / / , ^^\\\\\viii/////!^ unusual i"i •> Btation to tape the net- work program "tT 1 1 1 «- line and run it at a latei period. I here are ob> ious i omplicationa to su< h adjustments and 30 on \RB. There are other shows with good local ratings that have ne\er been seen outside of the market where they originate. It's the clear channel stations that are spending monej on programing these da) -. "'Ibis local programing is not the onl) thing we will oiler. An advertiser will also be able to bu\ syndicated pro- grams and. possibly, network < shows. \nd we ma) create some - cial -bow- just for QRG clients." M Inn advortisors say: \\ Idle few agencies and advertisers are familiar with the Qualit) station setup, a small group of the top agencies and radio users are evaluating it. There is no great excitement about QRG but it should be understood that the outlines of 0\W, are not full) drawn nor are all it- policies decided. \ media executive who make- deci- 100 SPONSOR ^ "Radio/, stations everywhere . . butfnly one WSM!" IVIAI^TH^ ^Vhite mi^l E>E«M- OFFICE" s*s»v 1LLB 6. T B > N B S S E E *Sft July 23, W& -3) Mr. Irving Vaugh Sommerciai Manage Radio Station VSM Nashville, Tennessee pear Irving: ^^ X- read your ~~j££p I**.-* everywhere • • out, tnafstrue. WSM radio still ran** >>' C>i *} Kindest regards. yours very truly, WTSK WHITE MILLS, INC Cohen T. Williams president ■w/c Maybe we've been too modest — never having claimed that WSM can do twice as well as five other stations put together! But that's what the man says — more evidence that WSM covers the rich Central South market like no other advertising medium. For the full story, contact WSM's Irving Waugh or any Petry Man. WSM Nashville Clear Channel . 50,000 Watts 20 SEPTEMBER 1954 101 sions 1 « • i one of the mosl important clients in network and Bpot radio said: "It Bounds I i U « - a good idea. We're in- vestigating it ■ arefull) . I'm alwa) - lo iking foi waj - "l buj ing radio more < heapl\ and re effect i\ el\ . The aore ways there are of bu) ing radio and the more ways there are devised to -HI it the better for the business and the bettei for us. Preemption 1>\ the netwoi ks? I'm not worried about it .hi nighttime radio these days. \ time buj ing executive at one i>t the top iadio-i\ agenc ies said : "It could be a fine buj but there are a lot of questions I'd like answered first. First, how big ai<- 1 1 u-\ going to grow? If the) stick to about 25 to 30 stations and rover about !!••' - of the I .S. ra- dio bomes that's just about the right size. But if the\ get bigger they're bound to get into overlapping. We're trying to gel awaj from overlapping. "Second, program costs. I'm not so sure I'd want to pa) network prices for a local show. If the) could work out some deal wherein the originating station gets paid the local talent rate for the show and the others get paid a HOOPER Tells the KC Story! Look at these figures une '54 HOOPER :00 AM-12 N The picture has changed! Net A — 25.8 Ind A — 16.0 I Negro) KUDL — 13.4 Net B — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER SOON DENVER, TOO!! lot e^Uia cov*Aa:<») o'clock." >«» murals: The Robertson agenc j i- utilitarian. No fancy murals on the wall-, no vasl expanses of cement block partitions. It looks more like an attor- ney's office until \ou peek into the rooms and see t\ -tor\ hoards, balop cards, radio script-. Marshal] and Mar) Robertson work together in a large office. Robertson was on some newspaper ads with Lavern Everson, the art director, when I came into the office. I admit I ex- pected his wife to look like a crisp career woman. But she was wearing an attractive dress and looked as if she were going to a ladies' club luncheon rather than an advertising agency. She's a journalism school graduate from the Universit) of Wisconsin. Before Robertson started the agency she wrote department store fashion copy. Now she directs some of the agenc) - 1\ programs, prepares the food used in the t\ commercials, arranges some of the food commercials for camera. She and her husband are kind of a Tex and Jinx team behind the cameras. While her husband was talking with Everson about the newspaper ads, Mar) Robertson told me a little more about how the agency operates. "Nobody has just one job in an agencx of this size.' she said. "We all double in brass. For example Elaine Gormlev is our bookkeeper. But -he's a wonderful secretary . too. And she does the radio and tv billing. "Wendell McWilliams, whom \ou met at breakfast, is an account execu- tive but he also directs production on the Baptist Hour. And he writes radio and tv Cop) . too. I said that since each staff member had to be so versatile, I assumed that when the) hired new employees the primar) requisite was a wide back- ground. "Well," Mar) hesitated, "\ou"re parti) riizht. Except we're inclined to rank personality and attitude as being more important than anything else. "Our people have to handle se\eral phases of work at the same time for different accounts. And the) have to 1 e able to work \er\ closel) as a team. \nd then- often time- i- some extra effort needed from everyone. If a 102 SPONSOR "Jf y Ideal Rep " says MILDRED FULTON of BlOW CO., "uses the valuable time in a buyer's office to sell his stations rather than to undersell the competition. He sells his stations honestly, thereby assuring the advertiser of sales results that match the sales pitch." JEPCO stands for positive selling. A Pearson man studies his stations thoroughly and has the full, positive data that meets the advertisers needs and sales objectives. JEPCO knows how the wind blows John E. Pearson Company 'ADIO AND TELEVISION STATION REPRESENTATIVES '•W YORK • CHICAGO • MINNEAPOLIS • DALLAS • LOS ANGELES • SAN FRANCISCO person doesn't have a good personalis .mil .1 ■ heei lul attitude, he can i fit in u itli ..in kind ol agencj . " Uong the lines of abilitv . < «ni radio-h people (and that's nearl) .ill ol ii- 1 need i<> be able t" express ideas « • 1 1 papei a> well as visualize them on television and radio. There isn'l mu< Ii tui no\ ei al Robei t- son's agenc) . |ohn I b) has been there 15 years. I. .mill Everson and Margaret Pier- son, radio b< i ipl v> i itei . have been there eight years. When the agencj started doing a lot ol tv two wars ago il added three people i" the staff. I he) 're ~iill there. Tr rrj'do: The opposite of "live" is "dead." "To sa) a commercial is filmed, -avs Marshall, "is just a nice wav ol sa) ing ii - dead. I sing live commercials is point number one in Marshall's Credo tdver- lere I ideo. "Live television ha- revitalized all advertising," he says. "Some agencies don't take live television ver) seriously. \\ e do. "Mi.- (harm of live commercials i- I I I ! I "Sagebrush Serenade" "Western Requesrin" "Lee Nichols Show" THE MART STORES H "For the first time we had -volume sales that could directly ri be attributed to our advertising." DOUGLAS OPTICAL "We attribute a good share o) our traffic to the terrific impact ol our KWBB spot announcements." Represented by Ceorge W. Clark, Inc. I thai the) > an hi' limelv . '"'I lie in -t thing we look for when we plan a t\ announcement i- a timel) theme. Point two in hi- < reed is "a beautiful picture." "Ever) scene ol oin i\ commercials we tr) in make beautiful to look at. \\ i- want nice composition. We want io he able to snap a photograph of an) part ol an) of our commercials and have ii ionic out a complete, attractive picture thai sa) - something. Mar-hall i- against ver) elaborate u sets. "The onl) important thin- i- w hat's on the screen," he savs. "Often small things within the scope of the camera like a prett) arrangement of Flowers on a table and a lovel) lace tablecloth — are 10 times better than a $500 background." Closeups arc used in the Robertson t\ commercials. "When we show .i sizzling -teak, we -how a real. honest-to-Ood sizzling -teak right oil the "rill. We show a closeup of it. You can almost smell it on your -creen. We don't show the whole damn banquet hall: what we -how i- a steak, a juicy, sizzling, de- licious steak." I The agenc) u>es real food in all its commercials. Mar\ usuall) prepares it right in the studio and sometimes the preparation is part of the commercial.) "When we show a couple of people talking. " he says, "we show head shot-. People want to see the expression in other people's faces. A lot of tv i- ruined h\ long shots." Besides forbidding long shots. Rob- ertson also frowns on pan shots. Most of the time a pan shot takes too long and doesn't -how enough. "'l ou haven't time to pan in a one-minute commercial," he says. "What we want are quick takes of tight shots. Pan shots are confusing unless they're natural, slow, graceful. You can't get a graceful pan shot in an I.D. Other requisites of good live com- mercials: spontaneit) and a good "pitch personality . "Here- where we contradict our- selves just a little hit." Robertson said. "We said everyone around here ha- to he versatile. That's true- up to a point, hut we do have two "pitch" people who do nothing else. "Hob Petre and Lillian Helling de- liver most of our commercials. I guess \ ou'd call them talent. "We don t let them do an\ thing else. We don't want them to think about anything else. The result i- thai when the) deliver a commercial, the) put it i ighl in \ our lap."' I'etre is a formei radio newscaster and a professional photographer. \li-- Helling i- an actress and was a Bar- bi/on model. Petre moie oi l< — punches awa\ at his commen ials; Lillian handle- hers in a more conver- sational manner. "We don't let Bob and Lillian u>e prompting devices."' Robertson said, "We want spontaneity. You don't spontaneit) when your "pitch' person is reading his lines off a prompting gadget. If thev can't memorize the whole commercial, we take era off camera and let them read it. "We want Bob and Lillian to pro- ject.' Hobert-on emphasized. "We want 'em to gel over to each viewer. We want each viewer to think he's being addressed personally. The si i- to project . . . "I hat s the :«ecret ol a good play, you know." Robertson observed. "When the spectator becomes part of the play. We want the viewer to take pari in the commercial . . ." There's one more thing that Robert! son wants in hi- commercials. It's "spoken" copy. The agencv doesn't allow "literal v" radio ami television copy. Thev want writing to be simple, colloquial. "You might sav that what we want in each of our commercials is a little drama. Of course we get into the pitch pretty damn fast. says Robertson. "We sell prettv hard. But with i eopv and a beautiful picture, its a hit like a short little drama . . . Props storod at /ionic: |n the after- noon John Eby and Marv Robertson drove me to see some of the sights around Denver. Rut most of the drive u a- busini -- The first stop was the Robertsoa home, located on the edge of town over- looking a beautiful valley. We stopped at the house to pick up props needed for that night- tv com- mercials. One room of the bou-e had been converted from a bedroom to a tv prop storage room. "1 have to use a lot ol mv own tin - for our commercials, Marv said. "I Use mv own -teiling. taUe. loth- anil china for some of the food com- mercials. W e went outside to the garden where Marv picked a bouquet of flowers. "We're using some flowers in a com- mercial tonight. 104 SPONSOR THEY LIKE IT HERE When advertisers check into wmaq, they usually stay a long, long time. For instance . . . a sample of just eight wmaq sponsors adds up to 75 uninterrupted years of contented residence. An amazing record for a radio station, and a pretty revealing clue to its standing with advertisers. Here are the eight sponsors and their individual records under wmaq's roof: wieboldt stores, inc. (Department Stores) — 19 years. Chicago & north western railway — 17 years. skelly oil company — 16 years, chas. a. stevens & co. (Women's Apparel) — 7 years. METROPOLITAN LIFE INSURANCE COMPANY — 6 years. TALMAN FEDERAL SAVINGS & LOAN ASSOCIATION — 4 years. Stewart's private blend coffee company — 3 years, olson travel organization (European Tours) — 3 years. Advertisers like it at wmaq for lots of reasons, wmaq is centrally located — right in the heart of America's second greatest market. Every wmaq room commands an encompassing view of the biggest-buying audiences among Mid-America's 4 million families with an effective buying income of S24 billion, wmaq's merchandising, advertising and promotion activities are the most extensive of any Chicago radio station. If your advertising plans cover just next week, the next 13 weeks, or the next 13 years, you're sure to like it at wmaq — where transients usually become permanent residents. WMAQ NBC in Chicago a service of Represented by NBC Spot Sales Some \i> us" photographs were on the walls, I he) were all beau- tiful, I thought. Nexl Btop was Miller's 23rd super market, w 1 1 i • 1 1 bad opened a few hours earlier. It was in a big new suburban development. "\\ . took Borl "I worried about this opening," Mar) said. "Most <>! the budget l"i advertising went into radio and t\ . . . Ii looked IiIm- a rousing su< cess to me. We had a hard time finding a parking place mi an enormous parking field and the store was < rowded. The three owners were waiting for Mary. She talked to them about die opening ami went ovei some ideas for future i ommen ials. Seeing Marj Robertson talking with a < lient about commercials that would be aired that night, I realized how flexibl) an agenc) with retail accounts ■ 1 1 1 1 — t function. It was <>ne of the strongest impressions I t « >< »k awa) with me as I left for m\ aext stop on the agencv circuit — Ho/ell & Jacob-. I >maha. i The stor) "I niv experience- at that agenc) starts on page 39. 1 • • • That's our business. Buying radio time is one thing — Getting results is another. WJPS maintains a planned Merchandis- ing Service that guarantees RESULTS. WJPS has a plan to fit any pocketbook. Our Merchandising and Promotion De- partment won 2nd PLACE in THE BILL- BOARD competition this year — How good can you get? Lot us prove our worth to you. Robert J. Mcintosh, Gonoral Manager ■IPMSINTID IT Tho Goorgo P. Hollingbory Company A RADIO IN EVERY ROOM" Evansville, Indiana BOZELL & JACOBS i Continued from ixt^i- 39 • ligiousl) not just for lip service." \li.i seeing B&J's List of accounts, I asked Jacobs if there was an) limit <>n how big an account has to be before he'd take it. Jacobs chuckled. "You know." he -aiil. "a ;iuv from NBC told me once thai he had noticed we didn't have anj real big accounts 1 > n t we had a lot of hilling. ' 'Certainly,' I told him. 'Here's why. We take 'em when they're small and build em up. One of our accounts, now billing $380,000, was spending $3,000 when we jiot it. Another one was spending $80,000, but now is spending $600,000. This happened in the past seven years.' "I told the NBC man." Jacobs con- tinued, "that an account doesn't have to go to an agenc) run down at the heels to get service. We'll take a small client and j:ive him top talent. We'll help him grow. "It's all merchandising," Jacobs went on. "Clients all have different problems, hut essential!) the sum total that we give them can be called mer- chandising. "Some accounts need public rela- tions, some trade paper advertising, and so forth. But its all merchandis- mg. I asked Jacobs if there was a con- tract between the agenc) and its clients. "We have no written contracts with clients, he answered. "After all. if a client's unhappy, a contract won't cheer him up much." Ex-police reporier: After meeting Jacobs I was anxious to learn more about him. So I asked Sandy Wood- bridge, who was acting as niv guide. for some background information, i W Ibridge is B&J's production man- ager, i "Jacobs wa- a police reporter on the Omaha Daily \ews, W oodbridge told me. "Leo Bozell was hi.- cit) editor. I he\ started doing some publicity for the Nebraska Power Co. in their off hours and the agenc) just sort of acci- dental!) came into existence. 1 think it wa- about 1921. The) both held on to their jobs at the \ews for awhile be- fore formall) opening an agency. "One da) the) were introduced to a young Catholic priest. Now Jacobs is .: hw. Bozell wa- an Episcopalian. But all three of these men were concerned about some boys down on Douglas Street. Father Flanagan took in five boys. I hat wa- the beginning of I'. Town. Morris Jacobs thought up that name, b) the way. Jacobs worked on fund raising drives for Father Flana- gan. He's still vitall) interested in civic programs. "He's chairman of the Omaha Cen- tennial i ight now ." vVoodbridge got up from hi- desk "Wh) don't you go hack and finish your conversation with Frank Miller," he suggested. "Then we'll have lunch ami I'll -how you the rest of the agenc) ." leeoun. teams: "I wa- about to tell v on how we handle a tvpical account when Morris called vou in." Miller said. "We have a number of t> rather than different departments. "Each account executive ha- .i around him. On this team there are copywriters, media men. and so forth. Therefore, we don't have a media de- partment. A nu might sav we have a whole bunch of media departments, however one for each team."" I wo drawbacks to a "team" opera- lion occurred to me. One. the danger of isolation and two. the possibilit) that an account executive could pick up his team and walk out of the ajjeiKv with a client. "Theoretically. I suppose there i- a danger of isolation." Miller replied. "But our plans board meetings are a meeting of the 'agency's best mind-. Even if the account executive of a cer- tain team wanted to go off on his own. the other members of the plans hoard wouldn't let him. "As far as account executives walk- ing out with an account is concerned, Miller said. "I doubt if it would hap- pen. It never has. \11 the executives id the compan) know the clients well as the account executives. One of the things we 'sell' to a client i- our [dans hoard. An account executive who took awav an account couldn't pos- -ildv offer the experience and knowl- edge of that hoard to an account." Miller is account executive for Mu- tual id Omaha. "The Mutual account isn't exactFj typical," Miller said. "Two men in New York work on it as well as people here. "Mutual uses Sundav supplements for lead production. Our radio and television for Mutual are not designed primaril) for lead production hut rath- 106 SPONSOR You're Welcome In Over 5 Million Homes Every Day When You Buy The Meredith Radio Stations The 5,732,000 people living within the range of Meredith Radio Stations have a total of $6,652,959,000 to spend, according to Sales Management. You can effectively reach and sell these people with the Meredith Radio Station in Omaha, Phoenix, Syracuse, and Kansas City. These stations have a combined total of 87 years of on-the-air service to their listeners . . . naturally, they're old friends and welcome visitors in over 5 million homes every day. Meredith fodia Stations KCM0 1 WHEN ■ WOW I KPH0 KANSAS CITY,M0. SYRACUSE, N. Y. OMAHA, NEBR. PHOENIX, ARIZ. KCMO, WHEN and KPHO represented by The Katz Agency-- WOW represented by John Blair & Co* rv . . ■■ t-^ Successful • -Meredith Radio Stations Are Affiliated with uGllCI H0I116S and 1^3X1111112 Magazines and Gardens ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR The magazine radio and tv advertisers use 108 SPONSOR er for pre-selling. We think radio and tv are wonderful pre-selling media/' A few days before I arrived in Omaha, Miller had signed for Friday night periods on NBC TV following the conclusion of the Gillette fights and up to 11:00 pm. I asked Miller what motivated this particular buy for an insurance com- pany. "The big thing you buy today."' he replied, "is audience. Sometimes you have to build audience. But we didn't want to spend $40,- or $50,000 every week on a show that, eventually, would attract a big audience. "The Friday night fights deliver an audience of about 20 million people. Yet our weekly production will be only about $4,500. So for a total of $1 mil- lion, we get 100 tv stations with ter- rific audience exposure. "What if the audience switches to another station after the fights?" I asked. "Well, we don't think it will. The fights usually end at an odd time, like at 10:38 or something between conven- tional station breaks. "We figure that for that reason alone we'll hold the audience. And since our show is a sports show, we assume that most people who are interested in fights will want to watch it." (The program, Greatest Moments in Sports, features W alter Kiernan as host, is a combina- tion of live and film, started 30 July.) "Also, most stations have local news shows at 11:00 o'clock on the East Coast, at 10:00 o'clock here in the Mid- west. So it's quite an incentive to keep tuned in to see the news. "But if we hold only 70 1/( of the Gillette audience," Miller pointed out, "we're doing a helluva job for $5,000 worth of production. . . . For tv: The first television commercial to be aired in Omaha was prepared by Bozell & Jacobs. And the agency claims to be one of the first to inaugurate regular farm programing. Sandy Woodbridge. my B&J guide, had a framed letter in his office from WOW-TV. Omaha. It congratulated him for the first tv commercial in the area for Iowa Master Breeders Hatch- ery, aired 29 August 1949. "Two months after WOW-TV went on the air," Woodbridge said, "Staley Milling Co. had bought a farm pro- gram. The man in charge of that ac- count is John H. Dow. . . ." Dow is one of B&J's vice presidents Sponsors pile up winning seasons, one after the other, with WBNS. We've got loyal listeners (in faet . . . more listeners than all other loeal stations combined). Our fans stick with us through the TOP 20 PLLSE-rated programs and follow through with record purchases of WBNS- advertised products. CBS for CENTRAL OHIO ASK JOHN BLAIR radio COLUMBUS, OHIO 20 SEPTEMBER 1954 109 and accounl executive on .1 numbei "I iiiiIm.i 1. mi .ii counts which use radio .111,1 i\ Stale) Milling < o., Gland-O- Lac, Luck) I igei hah t ■ -i 1 i< and < -t li«-i -. I Ii- offii e was < luttered w iili point- of-pun base displa) - foi Luck) I igei . Gland-O-Lai posters, four-color re- prints and othei evidences ol his ad- \ • 1 tising ai in ities. "We believe we were firsl with agri- ■ ultural programing on i\. said Dow. "Bui radio still 1- vitall) important. I ake ( rland-( • I .a< l"i example. "Ii - a line <>! medicines and bio- logics foi < bickens. '"In the past ii nevei used radio year 'round, but rathei jusl at those rimes when farmers were buying poultr) sup- plies. "\\ e < "in in- 11I the Gland-( (-Lac peo- ple that the) Bhould advertise all \ear in order i<> pre-sell farmers on their product W <• put <>"' ! of tin' budg< 1 in radio ami in two years Bales in one state an- up ■'•><•' i . Now we're on three stations but hope to expand to eight ■ •1 lu. \\ e know radio i- doing an out- standing job. "I think noontime farm radio has nevei heeii a- 11 1 as it i- todav." 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 ] $4 one binder ] $7 two binders Please send me Bindei holding 13 issues and bill me later. Finn Iddress Zone State I told Dow that Woodbridge had mentioned the Stales t\ advertising. "Since fall of \()\(> we've experi- mented with various time- of day and program formats in an effort to find out how to reach the farmer- via t\." Dow replied. "We've gone through foui phases: '"1. Noon market report with pit - Inn- o] livestock taken that morning to -how farmer- what the stock looked like that \er\ morning a- it came in. This wa- in the earl) days on t\. "2. Farm commentary, an inter- \ iew kind ol program at the noon hour. Then it wa- moved to evening time. "3. \ panel quiz show called Toum Al Country. Idea was 'who"- -marter — thecit) man or a farmer'.-'' Three busi- ness men and three farmer- from a cer- tain communit) were featured on each -how. This was run in kan>a- City, Omaha. Springfield and St. Joseph, It"- -till on Springfield and St. Joseph. "The fourth, and latest, is a noon -how with stock market reports, weath- er and so forth. In Kansas City, ova WDAF-TV, the program i- staged In the Universit) of Missouri School of \ using radio in about 2d market-. Vbout 3095 "f its budget goes to radio, about 70' ! in national magazines. "\\ e use radio for Lu< k\ Tiger in 'ailing' market-." Dow said, "in mar- ket- where we need local promotion. "We use mostl) d.j.'s and local per- sonalities," Dow -aid. "We -end each one some Luck) Tiuer hair tonic and shampoo. We ask them to tr\ it for two full week-. Then we tell them to go on the air and tell their li>teners win the) liked the products, in their 110 SPONSOR 20 SEPTEMBER 1954 111 ow n words. '" Uthough we're using onlj radio personalities now, \\e will expand to h I UN ill. II kcl-. Did Dow have an) other comments about radio? ■' I here's one thing h i ong w iih ra- dio," he said. "Radio people generall) -lioulil spend incur time listening to tli.ii oy n radio stations." Bj this time I'd been in B&J sev- eral hours. Bu( I hadn't seen an) im- peccabl) dressed I \ \ League graduates transporting mail from office t" office. "We don't follow the mail room the- m\ of training people, Dow said. "We ilon't want people fresh out of school. We'd rather hire a man aftei he's had two oi three years of good, solid background in media. The agenc) business is too hard foi youngsters to pick up when they're right out of h I I . Some of our people come from newspapers, some from radio or t\. \\ e have 56 employees in Omaha now. There are 197 l»^J employees alto- gether." Sand) Woodbridge came back to Dow's office to Bee how D»>\\ and I were getting along. "If you're about ONLY with KXLY-TV CAN YOU REACH ALL the television HOMES in the rich SPOKANE MARKET! FACTS SHOW IT! KXLY-TV gives 21.8r< greater metropolitan weekly audience (Videodex Feb. 1954) PLUS thousands of TV area homes reached by NO OTHER TV STATION . . . because of the 6018- foot tower on top of Mt. Spokane. RESULTS PROVE IT! "It would certainly appear that our association with KXLY-TV has proven to be a wise choice on our part/' says Mr. Charles Radford, advertising onager, IGA Stores in the Spokane Market. Statements such as this are plentiful. KXLY-TV dvcrtisers get desired results! 5P0HIME RIINRRD E. J0I1ES uice pres.8, gen. mgr. wnsHinGTon Rep.- HUERV-HIIODEl moore& Lund: Seattle, port land through here, he said, "I want \ou to Bee Randall Packard and Henrietta Kieser. Randall is a v.p., handles the Storz beer account. Henrietta's also a \ .|).: -h*-'- < op\ chief." Storz und «m.s: "The big reason for Storz' success,' said Packard, toying with a Storz can, "is that they've got advertising guts. They're not afraid to go into a market where there's a big competitor. \n ju-l as important as the initial courage.'' In spite ol in< reased national compe- tition, Packard says Storz has raised it- output fro.,, 130,000 to 400,000 bar- rels annually. "This is a lug increase for a regional product, when regional- have been dropping," he observe-. It was then I learned that to >ell am beer in Nebraska is a tough job. "I here's not the large off-sale of beer in this state that you have in. say, New York," Packard said. "'For instance, out ol some 500 to 600 grocer) stores in this area, onlj 50 or 00 sell beer. Thej account for onlj V, of all the beer sold. "That means that \ou don't have th<- housewife Inning beer at the store as an impulse item. If she's buying the famil) groceries, she has to get beer in a taxein and most women think twio before popping into the neighborhood ta\ era. "\\ hat we do is to gel the man to l>uv beer when he stops 1>\ the ta\ern. \\ e've found that over 50f'< of the men who bu) tavern beer to take home buj it on impulse. You can see how impor- tant p-o-p displays in taverns are. then. One tavern owner was finally talked into putting in some Storz p-o-p mate- rial and he found — to his delight — that his sales were upped 31 rc as a result. Packard has another problem in sell- ing Storz. Lack of broadcast media. **l p to a year ago." he said, "onlj two stations in this entire area would take local beer advertising. But even at that time. o\er 2.V < of the media budget went into air media. Now there are eight or lo stations that take Ston advertising so the budget, air wis* being upped. Packard's phone rang. Vfter hang- ing up he turned back to Woodbridge and me. "Meeting coming up." he said. "But if you have more questions, Henrietta will probabl) know all the answers. . . ." I*, r. Miid advertising: Henrietta 112 SPONSOR to do the Best TV Sales Job in Western New York Rochester's most power- ful station — now tele- casting on 100,000 watts — extends its leadership and coverage to 17 sales- producing counties. When you want your product to gain first position in this area, use WHAM-TV— the first TV station that's still first. * population .. . 1,029,200 homes • • • 315,050 WHAM-TV CHAHNEL 5 Chester N.Y.'s \M MOST POWERFUL Station 20 SEPTEMBER 1954 113 Kiesei 'a offi< e is i ighl nexl door to Frank Miller's. The) work closel) on several i tints as well as ovei -all I opei ation. I don't know it ) ou've heard it be- fore," -In- told me, "11111 our philoso- |ili\. il Mm can < all it that, is thai you « .mi divon e advertising From public relations." il alread) had noticed that the firm's letterheads said "Bozell \ Jacobs, Inc., Advertising and Public Relations, i "We define public relations," she said, "as an) contact between a com- panj and its customers. Advertising is one ill several points of contact." On Miss Kieser's desk I noticed a tv storyboard and some radio commer- • ials. So I asked her what she had to do H itli radio-t\ . "1 trv to coordinate information on stations and services," Bhe said. "It's part of our file and librarv Bet u|). "We keep up to date on radio and tv in several waj >. "Of < ourse. Harold Fair, in the New "i oik office, keeps in touch with the net- work-. " \iid we get (|iiit<' a few media reps through Omaha. We ha\e a high rc- fsHREVEPORT ^ IS THE MAJOR TELEVISION MARKET . . . with a consumer spendable income of $367,597,000. PULSE PROVES that precedent-setting KSLA . . . Shreveport's FIRST and ONLY television station . . . DOMINATES Shreveport and its home parish with 78% 84% of the TV audience daytime! (1004:00 PM.) of the TV audience nighttime! 16 00-13 MID I rLUj . . . The top 15 Ark-La-Tex once-a-week shows! The top 10 Ark-La-Tex multi-weekly shows! Fringing the outskirts and getting to the heart of o market arc two different things. Here's proof that to sell the Shreveport TV audience you must buy the SHREVEPORT TV STATION. . . . KSLA SHREVEPORT, LOUISIANA I PAl L II. RAYMER CO., INC. Affiliated w.th • NBC • CBS • ABC 0 DuMONT Co**. ■»«.»►. WI*>tt«U« *.t U, ItM H.~ rwi Olmm • DsMI D«>t*. tax Hfllm VU^fwmi gard for media reps," she continued. Sand) Woodbridge stuck his head in \Ii— Kieser's door. '"It's- getting clove |(, quitting time." he explained, "and I want you ti the art department. . . ." It looked like a combination of a Salvador Dali paint- ing and a House & Garden den. "'This is Floyd Wilson's suite," \\ oodbridge said as we walked in. \\ il- son, who looked more like Hollywood'a idea of a stock broker rather than an artist, got up from his drawing board which was built into a big (.-shaped desk. "I'm working on a storyboard right now.'" In- said. '"It'll be for Mutual of Omaha." Wilson looked at his watch. Wood, bridge looked at his. Then I looked at mine. It was 5:30. "Well." said Woodbridge, "I think you've about covered Bozell & Jacobs' Omaha operation." "When you get back to New York," Wilson interrupted, "\<>u might want tn stop 1>\ that office." Woodbridge and 1 left Wilson's of- fice and went up a flight of stairs to W oodbridge's. The other offices were dark. "W e don't ha\e to work overtime too often.' Woodbridge said, as we left his office and rode down the elevator to- gether. "I guess there are fewer in- terruptions here than in New ^ nrk. \nvwav. we seem to get out pretty good work on time. . . . P. S.t When I got back to New York, I (ailed up Henrv Obermeyer, one of four vice presidents in B&J's New "iurk office. "T forgot to find out something ahout the agencv when I was in Omaha." I told him. "It's about your Nuclear Energy Information Division.' "Come on over when \v handing me two fat hook-. "These volumes." he said, "contain just about everything there i- to know about nuclear energy thai can he made public. "We >av nuclear energv instead 01 atomic energy," he said "because atomic has a sort ol scan connotation. 114 SPONSOR The industrial pageant of our busy Ohio River Valley presents many spectacles that are as arrest- ing to the eye as its statistics on industrial output are appealing to the mind. In both cases, fact con- sistently outstrips fiction. No visitors from outer space, these flood-lit spheres are actually part of one multi-million dollar oil re- finery, working twice around the clock each day to provide fuels and lubricants for a mechanized America. It is only one of the hundreds of manu- facturing plants that give steady employment and spendable prosperity to the million families who live and work in our industrial heart of the nation. Latest methods and modern equipment combine to make this giant oil refinery near Ashland, Ky., an important producer of petroleum products. It is operated by the Ashland Oil & Refining Company, and is another example of the great industrial diversity throughout WSAZ-TV s 116-county area. Two facts, we think, are significant to you: (1) These people spend over two and a half billion dollars a year for things they want. (2) The only advertising medium that, singlehanded, gives in- tensive coverage of this whole 116-county area is WSAZ-TV. Whatever you're selling, with WSAZ-TV you can show and talk about it right in the front parlors of over 400,000 TV homes across five states. You can do this with the knowledge (and immediate results) that your message is more persuasive for being delivered by a well-known, well-liked friend. The proof is abundant — as the nearest Katz office will be glad to show you. TELEVISION Huntington-Charleston, West Virginia Channel 3 — 100,000 watts ERP XBC BASIC NETWORK-affiliated ABC and Du Mont Also affiliated with Radio Stations WSAZ, Huntington, and WGKV, Charleston Lawrence H. Rogers, Vice President & General Manager, WSAZ, Inc. Represented nationally by The Katz Agency 20 SEPTEMBER 1954 115 great day /in ^\ t in he m or n in You bet housewives in the Greater Wheeling market watch WTRF-TV in the daytime as indicated by these Spring TELEPULSE ratings: Breakfast Club 11.9 Ding Dong School 9.1 Betty White Show 9.9 Armchair Theatre 10.1 Calling All Corrs 13.5 Pinky Lee 18.0 Howdy-Doody 18.7 That's quite a lineup of daytime TV, supplemented by local origi- nations, all pleasing WTRF-TV listeners. If you're interested in reaching a receptive daytime audience (we're practically S.R.O. at night) call Hollingbery or Wheeling 1 177 for availabilities on WTRF-TV— the BIG station in the Wheeling market. wtrf -tv Channel 7 316,000 Watts NBC Primary • ABC Supplementary REPRESENTED BY HOLLINGBERY Robert Ferguion • VP J Gen. Mgr. Phone Wheeling 1 177 Radio Affilialei WTRF 1 WTRF-FM Now equipped for network color T V. "These books," In- said, "are our nu- cleat energ) 'kits.1 \- you know, the Electric Light & Power Companies is one "I "in < lients. So all the ELP members j"i the kit- foi obvious rl B&J in New Vork. Bozel] a Jacobs n organized so that ;ill offices are under common own- • rship Inn ea< li "Hh '■ except tin- two sei \ i'f offices in I."- \ngeles an I Washington are full-fledged agencies, with their own executives and officers. Hoover i- president of tin- New ioik "agency. Hi- office i- comfortabl) furnished with leather upholstered chairs and a matching sofa. He has a big mahogany desk with an antique desk lamp. Next i" the desk i- a type- m riter. "Mo-| l!\.l executives think on their typewriters," he said. I recalled that Frank Miller had one in his Omaha office. I asked Hoover if the Nuclear En- erg) Information Division had gotten the agency any new accounts. "\"l one," he said. "That wasn't the reason for setting it up. We de- signed it as a service to existing ac- counts. "H\ L951, we knew that nuclear en- erg) would affect — sooner or later — virtually all our clients. *'It would affect power companies, who might someday use nuclear energy instead "I coal or water in generating electrical current. "It would affect our drug and medi- cal accounts. The) use neutrons — or something like that — in tracing the path <>f certain injections made in both animals and humans. "It would affect our food account-. Stale) Milling Co., for example, mighl be able to use nuclear particles in fer- tilizer, thus getting more main oul of eat h acre. I asked Hoover if an\ one « ould come to I5&J for data on atomic — I mean nuclear — energy. He said the) could; the kit-, he said, are sold foi $8. "Well," I said, "it sounds as il B&J reallj keeps up on things. What's your next project alter nuclear energy?" "\\ e've alread) started it. be said. "It's solar energy." He paused a moment and chuckled. "People < Ikii t call u- a pioneering agenc) for noth- ing," he said. i Next issue: a visit t<> Gardner Ad- vertising, St. Louis, and Campbell- I wald. Detroit.) * * * PHILLIPS PETROLEUM (Continued from page 43) spot approach in radio. It i- -till sponsoring the \ational Barn Dance in Chicago on WLS, which it has had loi main years. It- present half-mil- lion dollar radio budget testifies to the company's continued faith in the aural medium. Actually, radio permits pen- etration in some Phillips areas not cov- ered bj theii t\ programs; il also thei u ith the t\ campaign in other ana- I" form a potent ad pack Present radio coverage hit- 1"> mar- kr-t-. Phillip- finds the -aim- advanta In spot radio a- in -put t\. In addi- tion, it is able to make good us< the local program which it finds un- feasible in the sight medium. Most of the Phillip- programs are newscasts by the outstanding local newscaster, usually a man who has built a loyal fol- lowing over a long period of \> In most cases, too. in order to exploit the local potential to the full, the < * » j > \ is delivered live, either by the per- sonality or by the announcer, who has been auditioned via recording. K.t. - (Please turn to page 120 • in Wichita Falls, Texas . . . more people watch KWFT-TV CHANNEL 6 CBS & DUMONT •Wichita Falls TELEPULSE for June 7 thru 13, 1954, from 6 A.M. to 12 midnight, shows that more viewer* were watching KWFT-TV during 76.72"U of all the quarter hours when a television station was on the air in Wichita Falls! 116 SPONSOR Gives you the sales power and prestige that sells more goods than any other Atlanta tv outlet. . . because WSB-TV is— The great AREA station of the Southeast wsb-tv Atlanta, Georgia ft CHANNEL 2 ft 1 062 -FT. TO WER Represented by Edw. Petry & Co. W 1 00 OOO Vi/A TT^ Affiliated with The Atlanta Journal and Constitution 20 SEPTEMBER 1954 117 now o/r me */#/ THE MOST POWERFUL TV STATION IN NORTH AMERICA CKLW-TV DUMONT and CBC 325,000 WATTS National Representative: Adam Young Television Corporation @ e warn GUARDIAN BUILDING J. E. Campeau DETROIT 118 SPONSOR Nighttime 20 September 1954 SUNDAY | MONDAY TV COMPARAGRAPH OF NETWORK PROGRAMS TUESDAY | WEDNESDAY THURSDAY Nighttime 20 September 1954 FRIDAY I SATURDAY MOST PEOPLE IN WHEELING CBS Affiliate KEY TO THE GREAT WHEELING MARKET plus "•% N* 700 Steubenville • Pittsburgh • Youngstown • Canton TNI BIGCMT BUY IN TV TODAY 1,083,000 TV homes for the price of 399,400!* **54.4% of Wheeling's entire viewing audience saw the June 13 Cleveland-Boston ball game on WSTV-TV. **58% of Wheeling's survey respond- ents sow Senator McCarthy's Senate Investi- gating Committee Hearings on WSTV-TV. And the percentage was even higher — 74 % —in the combined Wheeling-Sleubenville area. Be realistic! Don't limit your thinking about WSTV-TV's extraordinary coverage. The clear signal of this station extends for beyond Steubenville - blankets the rich Wheeling mar- ket—pervades the 9th largest market in the country: industrial Pittsburgh and nearby Canton and Youngstown. Yet you pay for only a frac- tion of what you gefl WSTVtv 1 STEUBENVILLE WHEFI ING ANOTHER AVERY KNODEl PFPRESENTED STATION -CSS .eioo.th NOW! FULL POWER 1230,500 Wom| from our 881 ft. MOUNTAIN-TOP TOWER wm PULSE FOR DEPENDABILITY Check these Important Advantages of this new Nation-Wide Service U.S. Pulse TV provides a timely sales aid and a True Measure of what your TV dollars are buying in this I | Unprecedented large sample — guaranteed minii 25>CXX) co" every time network pro- gram, rega. minimum i omplete I inti i ■ -. gai III ■ ■ ■)! length |" , Unparalleled statistical accuracy: maximum i rroi i ' gible effei I in i ompanng loi mfluem ' 1 J 92% of US television population in Ihi in ii from ivhii h TV COMPARAGRAPH OF NETWORK PROGRAMS Daytime 20 September 1954 FR 1 DAY | SATU R DAY 62 areas, ■■ butii >n I | 27% of sample rural mi home: hard/ to get b metho ■ I umbei [| Accurate audience composition men ivomen children teenagers viewer: per program, i: \- I by all membei ol each household inti ■ Special films section multi markel i ■'■ spot film . >: I | Total number of stations foi each network i rogram, as ! ] Convenient indexes by individual sponsoi and by pro- gram titli foi rapid i ifereni * | | Complete comparability of data is reported in the in divii lual pi i rl el i ■ lePuIsi i opie: , the lattei vital in re vealmg the individual market; requiring extra merchandising, ■ n all i Fforl □ Sensible price 35 little 3! $11 ! monthly foi subscribers to the Pul e radio ani i\ reports f rial usage will more than tubstanhati every claim madi foi tins useful new U S Pulse IV FREE SAMPLE COPi on rem This month throughout the U.S., 117,000 homes are being interviewed for next month's "U.S. Pulse TV" URBAN COVERAGE PULSE, Inc., /"» R en loth St., rVeti Yorl \6 lrl,,,htme: Judson 6-3316 WESTER tv UNION- ' ! : i are used to augment these radio pitches, particularl) when new prod- ucts are being Launched. S ■ "f these Bhows are in evening time, where the personalit) has proved his loyal following. In Des Moines, for example, their (> p.m. newscasl is the top-rated radio program in the market. Mut the great trend has been to earlj morning programing, the 7-8:00 a.m. period where possible. \b Frank Mace explain- it: "We believe people have been conditioned to Listen to the radio for morning reports of new-, weather conditions, crop reports and bo forth, while the) are doing oilier things. We expected the shift in Listening when h first got started, and simpL adjusted our ad program to j:o along. We are firm believers in the value of radio. Mace also is convinced that there is a large car-riding audience that i- ol particular importance to a company promoting gasoline and motor oil. Ra- dio, he feels, also allows for great flexibility in the commercial storj ; Phillips takes advantage of this to switch commercial copy as the weather and seasons change. Tips to film users: Several years of experience with syndicated films have taught agenc\ and client certain im- portant lessons, -ome of which came from sad experience. Here, for exam- ple, is the Lambert and Feaslex atti- tude toward "bicycling" of prints— lbe\ are dead set against it. On some of their past shows the agency found that a print sometimes reached a sta- tion damaged, in no condition to go on the air. If, for any reason, the sta- tion failed to notify the ageix \ in time, no show could go on as sched- uled. And even if a print were sup- plied, the extra expense of printing and shipping could never be made up. To avoid such trouble- as broken sprocket holes, scratched emulsions, tears, and unforeseen transportation snafus, the Xi\ organization is given the responsibility of checking the quality of each print. Prints go di- rectl) to the stations from Zi\. They arc probabl) new print- in mosl ( ases, but even if ibe\ are not, the client is assured of a thorough inspection be- fore shipment, and thus of perfect qualitj at the station. Shipping the prints from a single source offers an important advanl in greater control of commercial tim- ing. \\ itb commercials cut into the show, bicycling print- from station to station would make it almost impossi- ble to -< hedule airing ol commercials al specific periods, since a numb- different commercials would be float- ing around at an\ given time. Hut < lit- ting in the commercials at the point of shipment, the client can control pre- < i-el\ the co-ordinated launching of a i ampaign. I hi- biiiijj- up another question win not have the station cut in the commercial print? Here i- bow Lam- bert and Feaslex look at it. The com- mer< ial is, after all. the basic ad ele- ment, and it must be handled right. I he more hand- involved, the greater the chance lor a slip-up. The equip- ment and personnel of the stations \ar\ in qualitx and ability. With 27 organizations splicing in commercials there is a greater chance of something going wrong than with one organiza- tion you know is geared for the work \\ ith one. the operation is smoother. MEMO TO MEDIA BUYERS: WRBL Radio and WRBL-TV are the ONLY media in Columbus with "AREA IM- PACT"! The only means of delivering your clients' messages to 92^ of ALL homes by radio and to 50*7 of ALL homes by tele- vision . . . and, at lowest cost- per-thousand. WRBL AREA is IMPOR- TANT in the Southeast! Population 636,000 Families 150.000 Radio Homes 138.000 Car Radios 82,000 TV Homes 74,000 Retail Sales (000) $360,500 E.B. Income (000) $670,000 COL UMBOS', GEOZfr/A ' CALC -HOLL/A/&3€Ky 126 SPONSOR WONDERING ? If you are wondering how to get the biggest TV audience in Kentucky and Southern Indiana — ASK YOUR REGIONAL DISTRIBUTORS ! Now you can quit wondering, pondering or "thinking" about what TV station to use in Louisville! Grab your telephone, and ask your distributors anywhere within 100 miles— "What is your favorite Louisville television station?" Lots of busy ad men have reached some quick and accurate conclusions this way. We bet you can, too! WAVE-TV CHANNEL 3 LOUISVILLE FIRST IN KENTUCKY Affiliated with NBC, ABC, DUMONT NBC SPOT SALES, Exclusive National Representatives 20 SEPTEMBER 1954 127 TOP QUALITY! MARY McGUIRE II omen's Interests Ihi i ■ toi Conduct', WWTV'S popular Homemaker's Time" Monday through Friday each week. Mary brings to WWTV Land 11 years of Home Economics Extension work in Michigan md extensive TV programing with Michigan State College. Educated at Menominee Normal, Ferris In- stitute and Home Economics Degree at Michigan State. Past Secretary of Michigan Home Economics Assn., past officer of Michigan Home Demonstration Asjcnts Assn., member of National Home Economics Assn. Mother of two year old son, Mary knows how to talk to homemakers from both train- ing and first hand experience. CADILLAC MICHIGAN) PRIMARY CBS- \_/ ABC, DUMOIMT RePG£SeMT£D 0Y fV££D -W.l.SAtfS.GMD. RPDS M Wichita Falls, Texas . . . more people watch KWFT-TV CHANNEL 6 CBS & DUMONT •Wichita Falls TELEPULSE for June 7 thru 13, 1954, from 6 A.M. to 12 midnight, shows that more viewers were watching KWFT-TV during 76 73°/, of all the quarter hours when a television station was on the air in Wichita Falls! Bv Inning the Zh organization han- dle ili<- commercial inserts, tin- client and agencj are assured "I delivering a complete, perfect package to the -ta- tion, and knowing, therefore, tliat it i- unnecessary fur an agenc) rep to I"' <>ii hand to supervise anything. It i- a great saving "I sweat and worry. Jet-propelled t'ooibcill films: This careful attention I" the me< hanical de- tail- has paid oil in a Bmooth-running film operation. Even more impressive from the point ol \ iew <>f efficiency i- the lightning-fas) footwork that turns pet fet t film shows ol football games over to stations within If! hours after tlicv have been played. \ series of finely-executed transportation plays and high spe< d lab and production operation- arc involved in providing the Big LO and Big Seven Game of the Week to the 27 markets in the Phillips area. Here"-- how it works. \lt nun. The film rolls are flown immediately to the \v the dramatic show. Station promotion: \« mentioned earlier, the spot-film approach - to em ourage the station to go all out in promotion. \t least that has been the Phillips experience. It i- no >mall factor in Bill Hinman's sizing up of a station, bv the way. Some of the pro- motion aids now offered bv stations, 128 SPONSOR ¥/ , Qtth "»i But is it? IF YOU KNOW. . . The Northern California market (and KPIX) . . . THIS'LL be a CINCH ! *»,is,,:„ .— - — "* 4 161,500 people , -KM 400 family un.ts f3 982.070 TV homes . „. oer average 1 23,456,275 97 453,227 240,905,270 225,284,352 , »he large*' num- o«970- you'd be corwd-- Northern Calf WESTINGHOUSE BROADCASTING COMPANY, INC. A N N E L :RANCISCO. CALIFORNIA Affiliated with CBS and DuMont Television Networks Represented by the Katz Agency WBZ-WBZA • WBZ-TV. Boston KYW • WPTZ, Philadelphia KDKA, Pittsburgh WO WO, Fort Wayne KEX, Portland Represented by Free &Peters, Inc. 20 SEPTEMBER 1954 129 If you use TV film you need BONDED TV film service! Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records • Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL .i i ording t<> Hinman are: dealei meet- ings and luncheons with Btation men where the dealers are informed of the -how and jid to know the Btation peo- ple; dealei displays Eoi use in dealers windows; bus and taxi cards; bill- boards : Lett) rs to dealei - ; ads in news- papei and local t\ publications. The effort pul behind 1 1 1 « - spot show i-. in the eyes ol the agency, on<* "I the outstanding benefits ol this type of t\ broadcasting. f'lu» commercial pay-off: In the end -alt- air tin- pay-off. And to achieve volume it i- not enough to reach an audience, you must hit them with a convincing sales message. Here .- the Phillips approach to commer- cials: \ commercial should not at- templ to compete with the show as en- tertainment, for this is rarel) done suc- cessfuLV) : il Bhould he informative and interesting; and it should he short, not more than a minute. The Phillips film commercials follow this prescription. \s run off for SPON- SOR they showed demonstration tech- niques simply hut graphical!) em- ployed to prove the superiority of Phil- lips 66 Trop-Arctic All-Weather Motor Oil. Strong-selling testimonial-type commercials push the new premium gasoline, Phillips 6(> Flight Fuel, which is said to utilize an exclusive ingredi- ent developed by Phillips for aviation use during the war and only recenth released this year for commercial use 1>\ the government — it is called "diios- oprop) I." The new premium fuel has been on the market since spring and has been featured in the Phillips ad campaign. How well has the advertising worked? No precise figures are available at this time, hut the company reports that the premium fuel has caught on and that sales are mounting rapidly. Thv future: Will this successful spot pattern be retained for future use? Despite its proven success, do one can really tell. Client and agenc] are con- cerned, as mam are today, with mount- ing costs of t\ advertising. \s the Phillips" marketing area expands, it max prove too tl\ to w advertising manager. Ed Bodensiek directs adver- tising fo] Saran Wrap, and William Nelson is Saran W rap Bales manager. \t Ma< Manus, John & Vdams, Bloom- field Hills, Mich., Ernest Jones is ac- count supervisor ol all Dow products las aforementioned i. Milt Coulson is Dow copj chief. In the agency's New York office, Henry Fownes is Mac- Manus' radio and t\ director, Bud Ehrlicfa is t\ account executive and Dirk Ives handles tv cop) . Dow Chemical was established in 1897 at Midland. Mich., under the leadership of Herbert H. Dow. a >oung chemist who had devised new processes for extracting bromine and chlorine from natural brines. Today, Dow i^ one of the countr\"s largest producers ******** "II Nii'l how many people you reach. ii">> how many people you effectively ■ell. Too often Btations sell ratings and not their ahility to move a client's mer- chandise through top on-the-air sales- manship and vigorous merchandising." JOHN T. MURPHY Vice President Crosley Broadcasting Co. ******** of both chlorine and bromine, though it consumes most of its own production in making various chemical com- pounds. The chemicals it manufac- tures run into the hundreds, have in- dustrial, agricultural, pharmaceutical and aromatic uses. It is also the world's largest producer of magnesi- um, as well as a supplier of plastics. Mention has already been made of Dow"s almost-startling growth in the past several years. Its investment in new plants and facilities has grown from $63 million in 1945 to $418 mil- lion in 1954. Its payroll during this period rose by 10.000 employees. Some idea of Dows present size can be gotten from the following: it has 11 ' plants scattered from Connecticut to California: it has seven subsidiary companies, including Dow Chemicals of Canada. Ltd. and three export com- panies; it has three associated com- panies: Dow Corning Corp.. Ethyl-Dow Chemical and the Saran ^ arns Co. In speed of growth in the past dozen years, it stands first among the 12 ma- jor chemical companies. Somehow, in the light of Dow's talent for fast ex- pansion, the rocket-like soaring of it- first consumer bah) into the sales heaxens seems almost natural. * * * BRIEFLY {Continued ham \m^e 87 ) was elected a director of the company. He is Theodore Rosenak, formerly with two Chicago advertising agencies and until joining Blat/ in 1 * J -"> 1 adver- tising director of the Joseph Schlitz Brewing Co. While at Schlitz he intro- duced such well-known shows as Halls of Ivy and Pulitzer Prize Playhouse. Three Birmingham radio and t\ Ma- in ns and the two newspapers which own them cooperated in promoting "Mom's Da\ Out" — a two-day event for Alabama mothers and their chil- dren held at the Mabama State fair- grounds. Their efforts brought out more than .")().()()() mothers and their children and was "one of the most amazing and heart-thrilling spectacles I ve witnessed in more than 30 y< experience," R. 11. Mcintosh, veteran amusement park operator and general manager of Fair Park, declared. All attendance records at the park were broken, he said. WABT, W MM W vFM and the Birmingham News and Post Herald cosponsored. * * * BIGqest TOWER TOPmost POWER i the Heart of America KMBC-TV, the BIG TOP station, dominates the Kansas City market as no other station can! Using full 316,000-watt power and 1,079-foot tower, Channel 9 covers thousands of additional TV homes. For cov- erage details and choice avail- abilities, see your Free & Peters Colonel. .Vole : full-poicer, tall-tourer operation from Sept., i.054. FREE & PETERS, INC. Xational Representatives Baiic CBS-TV affiliate KMBC Building, 11th & Central Sts. Kansas City, Missouri The BIG TOP Station in the Heart off America KMBC — Radio, Kansas City, Missouri KFRM — Radio for the State of Kansas 132 SPONSOR TV DICTIONARY (Continued from page 45) High-Key Lighting Lighting technique where the key light forms a large pro- portion of the total light of the set, resulting in low lighting contrast and the effect of general brilliance. Before 1939 a favored Hollywood method still recommended for color shooting. Low-Key Lighting Lighting technique where the key light forms a lower pro- portion of a smaller total illumination. The result is that some objects fall into semi-darkness or total blackness, while ither objects fall into stronger relief. This dramatic style of lighting has won acceptance in Hollywood for cer- tain types of film, both in black-and- white and color. This type of lighting makes greater demands on emulsion ■haracteristics and on processing tech- niques than does high-key lighting. Bock Lighting Lighting from behind the set, or toward the camera, the ac- tual light sources being shielded so not o shine into the lens. This type in- creases lighting contrasts up to the axtreme condition of a silhouette. Brood or Broadside ( 1 ) Floodlight used 10 illuminate whole set. (2) A floor- stand type light with wide angle used for general fill. Kicker or Booster Small light used as rear crosslight which may shine up- wards or downwards depending on the 'fleet required. Used extensively on Paul Whiteman and Wayne King -hows. Ofce Light Also known as obie, blooper br eye light. A small spot usually mounted on camera which adds little to over-all light, but brightens the \ves. face and causes eyes to glint and show with a brightness which is never >btained with the lighting normally used. Good for facial expressions when set with controlled rheostat. Right Angle Lighting Pattern Basic start for most lighting setups. 0 (Back Light) X (Subject) (Camera) X (Key Light) 0 (Fill Light) Rimming or Outline Light Used behind main talent or subjects to provide means of separating them from back- ground. If two colors are similar and there is strong risk of their failing to separate, this light is established at a very high intensity from above and behind so that the edges of all objects it is desired to emphasize are rimmed in light. Hands, for example, sparkle due to light from behind being picked up and reflected by tiny hairs as well as refraction due to skin surface chan- neling light rays to front. This type of light is almost always necessary un- less the background is of definite pat- tern which contrasts with subject. -% kw intensity. Spotlights, Baby - (formerly V2 kw). Junior 2 kw intensity Senior 5 kw intensity Top Lighting Lighting from above the subject and shining down on it. Ac- cording to the position of the light, it will fall into one of the above cate- gories. LIGHT and SHADE Variations from calmness to tenseness, softness to shouting, which keep a tv production or musical numbers from being monot- onous and add drama. LIGHT BRIDGE Control board from which the ceiling and floor lights are remotely controlled and operated. LIGHT FLARE White spot in tv picture caused by improperly used or badly located floor or spot light, also called a lens flare. LIGHT LEVEL Ambient or general in- tensity of illumination on a subject or scene measured in foot-candles. LIGHT METER Meter used to (1) measure in foot candles amount of light on the set; (2) indicate the amount of reflected light from the ac- tors and props; (3) measure incident light. Light meters are designed for the reading of reflected, incident or both types of light. LIGHT SCRIPT Chart used by the lighting technician to record position and intensity of the lights to be used in a given tv scene or show. LIMBO Any area not within the set area, used for cover shots, superimpo- sitions, montage effects, flip cards and similar devices. LIMITS Limitations of artists' posi- tions within range of the camera's view. LINE A line shall consist of not more than 10 words and part of a line shall be considered a line. It is the intention that the five-line or less category in- clude only those performers who have very minor parts to perform. (From Screen Actors Guild Agreement > . LINE, SCANNING LINE A single scan- ning line across the picture screen in a horizontal direction containing high- lights, shadows and halftones. The electron beam is a small white dot, but makes a line because of its moving speed: 525-line definition is the U.S. standard for television. LINE OF SIGHT A straight, unob- structed path between two points. LINEARITY Straightness, evenness; uniformity of distribution of a regular picture or pattern on a tv picture tube. Poor linearity crowds the picture at one side and stretches it out on the other. Poor vertical linearity crowds the picture at the top or bottom and stretches it out of shape. LIP SYNC or LIP SYNCHRONIZATION Direct recording of sound from scene that is being filmed. This term usually pertains to films where you can see actors and their lips moving. LIVE On-the-spot televising of events and/or people in contrast with trans- mission of film or kine material. LIVE CAMPAIGN A series of shows or announcements by living performers as contrasted with film or recordings. LIVE REPEAT PROGRAM A repeat per- formance of a live broadcast trans- mitted also as a live broadcast. LIVE MIKE Also hot mike. A micro- phone that is on and transmits every- thing you say. LIVE TITLES Titling material which is televised directly by studio camera rather than supplied from slides or film. LOADED 1 1 > A show or script having an overwhelming amount of hard work. 1 2 ) A script containing exces- sive camera shots or action. <3> Diffi- cult sound or music cues. LOCAL Show originating in local station or in the town in which the station is located, as contrasted with a network program. LOCATION Any location outside of tv studio where you are televising or film- ing action. LOCATION TRANSITIONS Changes which involve a change in set. LOCK JAW (1) A tired, uninspiring, lifeless singer. (2) Talent who speaks with little or no facial expression. LOG A record kept by stations and networks of every minute of telecast- ing, including errors. It is required by the FCC. LONG-CIRCUIT APPEAL Advertisement approach based on the presentation i Dictionary continues page 134) 20 SEPTEMBER 1954 133 WTRT ALBANY SCHENECTADY TROY^ de/ivets 105,000 UHFSett ivt me 32 ntL SEE YOUR HEADLEY-REED Man TOP QUALITY GLEN MA PES "I ncle Glen" The friendly face behind this bushy beard b'ings 45 minutes of fun to children through- out Northern Michigan every aftenoon, Mon- djy throueh Friday on WWTV S "Uncle Clcn Show". Native Oefroitc- Clen has I" cd n Northern Michigan since his youth. Edj 3 cd at Ferris Institute. Clen is a former opealor of con- ifu lion and wood oroduc:s '^'- ess. thea- ter operator and manager, arts and crafts project director, industrial personnel work and cook on Croat Lakes Ferries. Clcn has two boys 13 and 11 years of age and a girl of 4 who act as voljntary con- sultants on his show material. CADILLAC MICHIGAN) of a fact and reasons which call for a slow deliberate type of response. LONG HAIR A term often applied to 1 a I serious music ; I b > the critical at- titude of "art for arts sake." LS— LONG SHOT Shot actually or apparently taken with the camera a considerable distance away from the subject. When people are included they are far enough away so that their features are not clearly discernible. I See Camera Shots I . LONG UNDERWEAR Sheet music. LOOP Bend of slack film left above and below the gate in threading a film camera or projector in order to pre- vent the intermittent action straining and tearing the film. LOSE THE LIGHT Term used in direct- ing cameramen as "move to next posi- tion when you lose the light." LOW-FRESSURE SHOW going tv approach. Typical easy- M PRIMARY ( >> W ABC, DUMOIMT Mf££D-,\. ~\fS.C##0. RPPS MARK-IN or MARK THE PARTS Using colored pencil to mark up script to make it easier for talent to identify his lines in first run-through. MARRYING Slang for the photo- graphic combining of the sound and picture portions of a film in the print- ing after editing. Called a married print, or a composite print. Marrying is also used in regards to the combin- ing of lines after a deletion. MASK I 1 I Shield placed before a camera lens to cut off some portion of the camera's field or view. <2> To con- ceal by use of scenery pieces any por- tion of set, background, flies. Also called a matte. MASKING PIECE or WALL Section ar- bitrarily used to provide a backing for sharp or definite changes in camera angles. MASS MEDIUM An advertising medi- um which does not have a very selec- tive audience but which reaches near- ly all classes of people, tv for example. MASTER CONTROL Central point at which all studios in a tv station are linked and from where shows are re- layed for transmission. MASTER POSITIVE Positive film with special photographic characteristics to make it suitable for use as a master from which a series of dupe negatives can be printed with minimum loss of quality. Picture Master Positive A picture dup- ing punt made for producing a pic- ture negative for release printing. Sound Master Positive Sound print ou special film stock made from a sound release negative to produce sound dupe negatives for release printing. MASTER SHOT Single shot taken of entire piece of dramatic action to fa- cilitate assembly of component shots of which it will be composed. n * iniiri i i/ continues next issue) 134 SPONSOR &2S+ stars -reexpem because HOMEMAKERS I NSTITUTE Each personality on Homemakers' Institute is an expert in her own field, chosen for this show because she is an expert. This brings talent, knowledge and entertainment to thou- sands of housewives in the WBAL-TV audience. Monday thru Friday, 1:30 to 2:30 PM . . . what housewife isn't ready to relax at this hour? It's lunch time . . . the time they sit down for an hour and treat themselves to learning more about everything that interests them most. Known as the "Women's Magazine of the Air", Homemakers' Institute combines all the factors usually found in several different magazines. It's a 60 minute, fast moving session, divided into three sections; cooking and kitchen demonstra- tions— news for women, including interviews with famous guests — fashion highlights. And better yet, Homemakers' Institute is backed by mer- chandising to help food brokers, appliance distributors and sales representatives. \s"T MARY LANDIS Cooking Export This culinery gen- ious stresses variety in meals. Her fam- ous recipes have been collected on her travels through- out the world. MOLLIE MAR1IN Homemoki'ng Export Inspiring an«i friendly Molhe brings amazing new interests to all housewives plus most intriguing interviews. KITTY DIERKEN Fashion Cxpert Interviewing a fam- ous guest or selling a product ... it s her contagious en- thusiasm that makes her so fam- ous. f HBC AFFILIATE- TELEVISION BALTIMORE Nationally Represented by EDWARD PETRY & C°' 20 SEPTEMBER 1954 WBAL-TV AL HERNDON Expert Announcer Al adds continuity from one set to another . . . keeps the show moving. When he does a commercial, he sells, BUT GOOD! 135 IN PHILADELPHIA WDAS IS NEGRO RADIO VEORO POPULA.TIOA SOO/tOO PURCHASING POWER- OVER $6fiOOJOOO I'll: WEEK EXHIBIT I. L _ _ J 76 HOURS OF NEGRO BROADCASTING WEEKLY EXHIBIT 4 _ J PIONEER NEGRO MARKET STUDY' . The mo'! comprehensive study ot its kind In the lifld: TABLE OF CONTENTS Rhythm and Blues, Pops, Spirituals, Audience Participation, Community Service, News and Sports. POPULATION: Ftetalt T Percent Cei lard Metrop I I Bex -Philadelphia HOUSING: Q County Population 1 " Censui Tract ■ Dollar Vain. • lensul Tract OCCUPATION: ■ INCOME: 1 i years and over EDUCATION: - NEIGHBORHOOD: EXHIBIT 2 PHILADELPHIA'S TOP '_ J NEGRO TALENT — Bywords All i< t\i>> m\o\ \\l /;'.-% r e l lunulas \M 5:00- 5 55 I'M JO< h(> |'\I 1 30 AM EXHIBIT 5. NEGRO STAFFED MERCHANDISING DEPARTMENT: SERVICES AVAILABLE n. I Ira le Mall - i Lobby Displays, Blllboai I I G Away ■ !■• rsonallty fail S Pa - p grams. Sponsor Aid In Product Distribution. ADVERTISERS MERCHANDISED FOR: Halo, ' i I Crean - : ewltz Win. Medigum, 666 Quaket Oa I ■ a I'inkham. Cold Tablets, Maxwell EXHIBIT 3. PHILADELPHIA'S TOP NEGRO AUDIENCE — PULSE D on Negro listeners clearly indirat WDAS /- //. First Place for the total oi ill of these ■ illy progi ai I ind broades I for I he Phila- delphia trai 5OO,000 v (The total share of WDAS' Negro audiem Imurs of: 6:00 AM to 12 Noon and 7:00 to 8:00 P I 00 \M. is the highest in Philadelphia rad isis ol these figures, thi I ol Philadelphia stations in egro market give WDAS « 22% lead over the nearest station from 6:00 AM, to 12 Noon and a 'ir°0 lead over the nearest station in the time block 7 00 ti - 00 I'M 9 30 I'M lo I 00 A.M. The on WDAS' loiol broadcast hours to thi N gro market AM t.. 12 00 Noon and ! • "' - I'M to i 00 \M give WDAS B total lead of 29% over the nearest station. EXHIBIT 6 Camels American Stores Bold Cigars Lyitia Pinkham Phlla. Dairies Sin l.iir-Timkin Gretz Beer Cun Ship Long Aid Quaker Oats G bson Wine 666 ?tanback Halo Royal Crown TOP REGIONAL AND NATIONAL USERS OF WDAS NEGRO Maxwell House Coffee Calotabs Manlschcwitr Wine Ipani Chats i-chmidt's Brer Jacquin Cordial Naitmo'.a Biark draught Oak.te Cleanser Wllllrf.it Ja'k's Cheese T*i<' Swanee Paper Napkins Swan i Down t-Wst Cold Tablets S/lnr 8 Palmer's Skin Su "i int Vi-ks Spatola Wine Auit jemima Kings Wine Penn Fruit Medigum Phila Coke Cardul Ex-Lax D ilanj Magic Mix Gull Oil CP Craim-,1 Fur 10:10 Inirrast %...< I n./.T t onilrurltmt 136 SPONSC luge outlet of "OK" stations d.j.'s like "Oiggie Doo" and ildj Boy" above in platter shows Traffic jammed when Brother Clarence Welch appeared at L.A. market. His Negro Spirituals bring loyal following to his sponsors too Staff of Cincinnati station keys activity to interests of Negro community, works with NAACP, has won reputation for civic betterment legro Radio's talent They are real "stars" to loyal Negro listeners. Here's a portfolio for time buyers of Negro air performers rVIVir9 Chattanooga personalities often smonstrate sponsors' products at point-of-sale fVLUU Two favorite Louisville stars feature immunity slant in station's daily news programs (VAN 1 Richmond's Bill Gibbon does weekly store quiz broadcasts for varied advertisers flGK J Hunter Hancock, a white d.j. plays to L.A. Negroes, holds NAACP Merit Awards WRURY Laura Lane with N.O. Red Cross worker chat on former's popular homemaker show kgfj 20 SEPTEMBER 1954 ^ >- W [ndie RNGE MAH IOCK KXLR 5kw 1150kc 1946 1950 21% 16% 13 3 60.00 7.50 yes MBS \ R&Mc •iia KGST lkwD 1600kc 1949 1949 10 8% 9 1 60.00 7.75 yes IND none SELES KGFJ 250w 1230kc 1926 20 12.3% 18 2 65.00 8.00 no IND none KPOL lOkwD 1540kc 1952 1952 7% 9% 7% 70.00 10.00 no IND R. Keller KFVD 5kw 1020kc 1925 1943 21% 24.8% 18% 2% % 1U1.00 10.00 yes IND J. H. McG. D KWBR lkw 1310kc 1920 1934 45 36% 40 3 % 1 % 72.00 10.00 yes NNN Forjoe JA KALI 5kwD 1 130k,- 1950 1950 24 23.7% 24 90.00 11.50 yes [ND H. Oakes KWKW lkw 1300kc 1942 1944 12 10% 8% 1% 120.00 12.00 yes NNN ( >'< MllIK'll kNCISCO KSAN 250w 1450kc 1938 1949 77% u.:<, 51% 21% 5 86.40 9.00 yes IND Stars Nat FAEL KTIM lkcD 1510kc 1947 1948 10 10', 10 47.05 4.70 yes IND LaFontesse MONICA KOWL lOkwD 1580kc 1947 1948 30 50% 24 3 1 2 ____ 72.00 8.50 yes IND Foi joe re GTON WILM 250w 1450kc 1922 1950 20 14% 18 2 125.00 6.50 \I!< Boiling WKKO 250w 860kc 1953 1953 4 5% 4 lo.oo 5.00 [ND II. Est CE WARN lkwD 1330kc 1952 1952 10% 13% 10% 60.00 6.00 yes UK none 4VILLE WRHC 250w 1400kc 1950 1950 37 28% 22 12 3 00.00 6.00 no IND Forjoe WFEC 250wD 122()kr 1948 1952 Var. 100% .... 65.00 6.50 no IND Interstate WMBM lkwD 800kc 1947 1953 84av 100% 40 38 1 3 2 100.00 12.00 yes NNN Forjoe WEBK lkwD 1590kc 1950 1950 14 35% 1 -'■', 1% 41.00 3.85 yes \\\ DC IA BEACH WJNO 250w 1230kr 1936 4% 3.5% 3% 1 50.00 6.00 \, - 1 BS Meeker i WRFC lkw 690kr 1948 1948 10 7.6% 9% % 50.00 75.00 6.00 7.50 yes yes [ND NNN J. H. McG. A WERD lkwD 860kc 1948 1948 84av IIH)', Interstate k WAUG 250wD 1050kc 1951 1951 55 :,()', 23 21% % 5 11.00 5.00 yes NNN Inters WGEA lkwD 1270kc 1947 1953 25 24% 8 16 50.00 5.00 [ND J. H. McG. WDAK 250w 1340kc 1943 1943 22 15% 11 11 HI l. Ml 9.00 yes NBC H. Reed WHIE lkwD 1320kc 1952 1952 14 16.7% 10 WLAG 250w 1240kc 1941 1941 13 3% 12 30.00 60.00 2.50 yes IM") D-C 6.00 MBS Indie WCOH 25(hv 1400kc 1947 4', 40.00 3.00 MBS none WSAV 5kw 630kc 1939 1939 26% 21% 18% ! 10.00 18.00 yes NB< Blair L'0UIS_ cousT WTMV 250w 1490kc 1935 1949 16 13% WMOK lkwD 920kr 1951 1951 3% 4% 2% 1 16 75.00 65.00 yes IND Sear? & Ayer 6.50 IND Holman 20 SEPTEMBER 1954 139 City Call letters (*..». Freq Year on a Negro r shows Negro programs •-. Nigro hr». HRS WEEKLY BY TYPE D J ilrhg Htmt Home Ec Other Cent 1 hr 1 timet C<.st 1 mn. 1 timet Merchan- dising Network Na Indiana GARY W WCA lkw I270kc 1949 1949 36^ 28% 30 3% 3 80.00 12.00 yes LND Petr HAMMOND CITY W JOB 250w 1230kc L928 14 9.1% 11% 1% 1 90.00 10.00 yes END MICHIGAN XXI XI- lkw 1 120k, 1947 1947 6 6 60.00 8.00 no LND Kentucky BOWLING GREEN COVINGTON FULTON \\ I 15.1 :.u lllllkr 1911) 1918 i.i'; 60.(J0 6.00 yea XX /IP 250wD I050kc 1917 1950 15 18.5% 60.00 8.00 MBS INI) Will IkwD I270kc 1951 1954 9J , 7.8% 6% % \ 12.00 2.50 no IND Best LEXINGTON LOUISVILLE MIDDLESBORO Louisiana ALEXANDRIA BATON ROUGE LAKE CHARLES NEW ORLEANS \\l I \ IU I '.link, I'M', 1954 16Vj '/'. |(ji._. 6 90.00 8.50 yes IND Fo Wlnl 1UD 1350k. I')j« 1951 96% 1009. 54% 22% 6 !'.',, 1::, 100.(M) 12.00 y- NNN Fori \\\llk SOOwD 560kc 1948 3.5% 60.00 6.00 IN|j Hah kMI lk» 970kc 1917 1917 10 id'; 8 80.00 12.00 \\\ok IUD L260kc L953 1953 44 51.5% 55.00 6.00 k \i iK I450kc 19 17 1952 21 19% 2 1 13.00 6.00 WIK Ik Ikul) 800kc 1951 1951 65 ::v 65.00 7.50 yes W.IMI! 500w 990kc 1945 1945 16 207c 12 50.00 3.50 XX XI m 500wD 600kc I9|9 1950 Slav lmr i. 32 70.1 Ml 8.00 \, - NBl IND MB- IND INI) NNN OPELOUSAS >f«iri/f«itirf k^lii I230kc 1917 1947 5% 96.00 6.20 BALTIMORE Willi 250« 1230k. 1911 1911 25 iv; 21 Hassachusetts BOSTON Michigan DETROIT Mississippi \\\()M 5kw I600kc 1918 1918 15 l.'.v; ii 2% 22.00 WW 7. 5kw 12711k, 1925 1952 18 12'. 18 350.00 12.no yea ABERDEEN HATTIESBURG JACKSON TUPELO Missouri ST. LOUIS WXIPX 250m I240kc 1952 1952 60.00 5.00 w i hi; IHlllkr 1925 1'. 75.00 7.50 \. - WRBC :.U 1300kc 1947 1947 40 337c 30 lllll.OII 12.50 yes Wild 250w liouk,- 1911 19-1-1 1 60.00 5.00 k\IW 1UI) 1320kc 1946 46 11 100.00 15.00 KSTL Ikul) 690kc 19-18 1918 27::, 25% 19% 8% 121 MM I 15.60 VBC 100.00 13.00 yes IND F„ 1\D \lli K: yes IND J. NBC II MR- 1 MBS J. no INI) Pr \\\ F \ru- Jerseu ATLANTIC CITY CAMDEN NEWARK W I PG 150« I450kc 1943 1943 (.',- 90.00 8.1 Ml Wi \\l 250w 1310kc 1926 84 .Mi', 84 7 Vim » 9.00 WIIIU 2.5U 1280k,- 1921 1940 18 100$ 190.(1(1 10.00 \\N|H Iku kc 1917 1953 168 1(10' 7 126 35 150.00 13.00 TRENTON \«'ir York WIN! 250wD 1300kc 1923 15.00 5.50 \. - < BS I". IND IND IND IND BUFFALO WkllXX -»ou I520ki 1925 2 1.2% 2 200.00 20.00 no \i;i NEW YORK WI IB WON lkw I190k< 1911 1949 42-79 60% 18 13 4% 3 var. 165.00 17. Ml yes 1\D 5kw 1280kc 1928 1942 60 41.7% 52 1 1 3 3 250.00 25.00 NNN \orf/i Carolina CHARLOTTE W(.l\ IkwD 1600k, 1917 1947 50 55.5% 36 8% 1% 2% L% 90.1 HI 9.00 yes \\\ DUNN Wi KB Ikul) 1946 1918 3% 3% 3 % lO.(H) 4.50 no IND DURHAM WSSB 1 190k.- 1947 1947 33 27% 25 8 70.59 9.41 MBS WD\i :.ku 1931 1935 10 7.7% 9 1 125.00 15.00 yes i BS FAYETTEVILLE W 1 1 II 250* 1 190k, 1948 1949 15:55 12% 15:55 51.00 5.50 ves XB( KINSTON WELS Ikul) lOlOki L950 14 17% 11 3 MI.IMI 5.(10 no IND NEW BERN Willi 250u i r.ok. 1942 1942 2 1% % 10.00 5.00 yes MBS RALEIGH wi; \i I240kc 1939 1948 9 ¥i 75.00 10.00 S. - IND REIDSVILLE SMITHFIELD WIIJi Iku If.iink. 1947 1949 8 . 7', M 40.00 \, - WMI'M Ikul) 1270k, 1950 1950 50.00 3.20 xr.i IND no 140 SPONSOR WHAT is the LEADER in Philadelphia negro programming and listening piiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiii^ FIRST FIRST ' ' i : ' I . , . ! : i ■ : I ■■-..' I ! : ■ Mil " ■ ! ! I . ; 1 1 1 : : : ■ . . - FIRST imiiini I iiiimilllimiiiiiiiiiiimiiiii:; „: 111,7= FIRST FIRST ^lllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllfr; ""AT was the first station in the Philadelphia market to use negro personalities on the air. «"AT has developed the top negro personalities in the market. Color magazine voted Georgie Woods as one of the top "Jockeys" in the nation — the only one selected from Philadelphia. WHA ■ has the highest rated (Pulse) program in the per- son of Kae Williams — listened to by more people than any other personality on any other station, either day or night. WHAT was awarded the 1954 McCall Magazine's Gold Mike for its work in promoting a better understanding of the needs and problems of the negro community. WHAT was selected as the logical outiet of the National Negro Network in Philadelphia. gi iiiiiiiiiiii : i ii iiiiiiiiiiiiii miiiiiii mini m i naiini! iniiiiiriiiiiiiiiiiii iimmnmiii n 11 11 n miiiiiiiiiii milium iiiiiiiiiiniiimiiimiiiiiiiiiiii imiiiiiimi iiiiiiiiiiniiiiii in i iiimii inn iiimiii mug No matter how you look at it— WHAT should be your FIRST buy— because it is Philadelphia's best buy iiiiiniiiiii iiiiiiiiiiiiiiiiiiiiiiinii minimi i i inniiii n i niiiiiiiiiiiiiiiiiiiinii iimmiiiimiiiiimim niiiiiiimiiii imniiimi iiiiiiiimiiiiiminiiiiiiiiiiii i i iiiiiimiiniiiiiimiiiiiiiiiiiimiiiii miiim 11 iiiiimiiiiiiiimmmiii mil Represented nationally by IISDIE SALES, INC. 20 SEPTEMBER 1954 WHAT 1505 Walnut St., Philadelphia 21, Pa. AM-FM Rittenhouse 6-2058 141 C.ll l«tt*n P«.r Fre<|. Negr* Ytlf on all ihowt »inrt Hr» N.gro programs ".Negro HRS WEEKLY BY TYPE — hr» 0 J. Rellg News Home Ec Other C t I hi Co.t I ~ n I ti-.' I .1- < Mkrchkn- dising NLtwork WADESBORO \\ MM lkwD I210k« L947 L951 16% 17'; II 1% l 3 :,o.(x) 1.00 yes IMi WINSTON-SALEM WA A A lkwD 980k« 1950 19.50 82.5 iiMc ; 50 29 1% 5 60.00 6.00 yes NNN O/iio CINCINNATI WCIN IUD 1 180k. iv:,; L953 98 1007r 61 22 5 3 3 150.00 16.50 yes NNN STEUBENVILLE WST\ 250w 1 I40kc 1940 1910 % .4% % 80.00 8.00 MBS Avn TOLEDO WTOD lkwD L560k< L946 19,9 4% 5% 2% 1 1 72.00 10.00 l\I) fViiusi/f rtiniii PHILADELPHIA WDAS 250w 1 I00k< 1922 76 56% 48 10 5 11% 1% 90.00 9.00 yes l\l) For WHAT 25()« 1 1 10k. IV_T, 78 59% 50% 12% 4% 2% 8% 120.00 9.00 N' - NNN Tennessee FORT WORTH GALVESTON GONZALES GREENVILLE HOUSTON KWBC lkwD 970kc 1947 1951 64% 66.6% 42 19 126.00 9.00 yea KGBC 1U 1540kc 1947 1947 16% 13% 15 L% 40.00 6.00 - KCT1 250* 1450kc 1947 1949 1% 21.80 3.15 M,\l. 1400kc 1946 1946 6% 15.00 L50 \. - KidK :.ku 1590k.- 1946 1954 42 33.6%40 75.00 9.50 yes k< ((II IUD 1130k.- 1948 98 100% 18- , 28 7% 79.80 9.90 HUNTSVILLE NACOGDACHES ROSENBERG TERRELL \ iruintu BLACKSTONE DANVILLE K-\M 250w Il9iik. 19.58 1950 3% 3%. 3% 30.00 i. -.0 KSF \ Kl RD kin; Ikul) 860kc 1947 I'M 7 1% 50.00 yes 1UI) 980kc 1948 I'M:; 3.5% 15.00 5.00 250wD 157( ik. 1949 1949 7% 10% 4% 21.90 VI K I \ 250wD 1490kc 1947 1947 9 12.5% WDVA 5kw 1250kc 1947 1947 4% 3.4% 48.00 L75 75.0(1 9.00 HOPEWELL NORFOLK \\ll\l' 250*; I340ki 1948 1952 6% 3% 6% 19.00 L90 yi - Ulott llookc l'M7 19L3 31 ;i 100.1K) 12.00 WRAP lk« L952 1952 126 :;>, 12 i% RICHMOND ROANOKE W \M IUD 990k. 195] 19,1 91 9*. 90.1K) 9.60 y< - 60 28 100.00 10.00 \\i;n\ 250* 1210k. I9|/, |9|f, \. - 90.00 9.00 WJMJ lkwD L540k( 1918 I'M:; 6 7.3% 1% 1% 100.00 15.00 no IND 1 PITTSBURGH WHOD 250wl) 860kc 1948 1948 49 64% 30 10 5% 3% 100.00 10.00 w- NNN \ , South Carolina BARNWELL WBAW 250wl) 740kc 19.-,.! 1953 10 12% 6 4 60.00 3.00 IND CHARLESTON WPAL lkwD 730kc 1917 1949 47 63% 25 22 40.00 3.00 yes NNN COLUMBIA WIS 5kw 560kc 1930 1943 VA 1% 1% .... 80.00 1 1.00 no NBl GREENVILLE WAKE 5kw 1 link.- 1950 1950 3% 2.4% 3% 70.00 7.50 yes CB- WESC 5UD 660k. 1947 1919 11 13% 10 1 70.00 9.00 yes N\ MULLINS WJAY lkwD 12811k. 1949 1949 in 14.2% 6 4 45.00 3.50 yes IND SUMTER WSSC lOOw I2luk. 1953 1953 12 10% 12 50.00 3.50 yes \B< CHATTANOOGA WMFS lkwD 1260k.: 1951 1951 91 100', 49% 25 2 6 8% 76.00 8.95 yes NNN CLARKSVILLE WJZM 250w I look.- 1941 1941 9 11% 3% 5', 50.00 10.00 yes MBS COLUMBIA WKRM 250w 1310k. 1946 19 k. 3% 2.7% 3 % 22.75 4.00 110 MBS JACKSON WDXI 5kw I ;nik. 1918 1948 12 11', 12 75.00 7.00 yes MBS KNOXVILLE WKGN 250w 1 ildkr 1947 1948 7% W, 7% . 100.00 8.00 yes MBS WIVK IUI> 860k. 195,1 1953 12% 14.3% 11', , 1% 57.50 8.00 yes NNN MEMPHIS WDIA 50 k u 1070U l'M7 1948 84 loo'.; 75 63 11% 4% 6% 130.00 20.00 >*■> NNN !>. WCBR LkwD 1 180k. 19.51 1951 84av 100', 54 34% % 4 75.00 7.50 yes INI) NASHVILLE WSOK lkwD 1470kc 19.51 1951 84av 100', 48 20 3% 4 6% 68.15 8.90 x' - NNN ferns AUSTIN KTXN IUI) 1370kc 1947 1919 30 30.5% 25 5 55.00 6.50 !>•'- INI) CORPUS CHRISTI KEYS lkw 1440kc 1941 1952 2 1.5% 2 120.00 14.40 yes ( BS KUNO 250w nook.- 1950 1953 10% io';; 10% 50.00 6.90 yes INI) CROCKETT KIVY 500w 1290k, 1950 1950 7 8% 7 28.110 2.50 yes IND DALLAS KLIF 5kw 1190kc 1947 1950 18 10.7% 18 90.00 9.00 \c> INI) KSKY lkwD 660kc I'Ml 1941 17 20% 13 4 80.00 8.50 INI) NNN INI) IND MBS INI) NNN MBS INI) IND INI) Don- Don yes MBS non. Ml!> IND MB> NNN NNN ABC Bur 142 SPONSOR UIERD ATLANTA'S TOP INDEPENDENT MOVES GOODS FAST IN THIS $100 MILLION MARKET The WERD listening audience predominantly made up of the 290,000 Negroes in the WERD coverage area, is responsive, loyal and partial to the specially -designed programming of this Negro-owned and managed 1000-watt outlet. More and more national advertisers are discovering that the magic formula for top sales in one of America's top markets is UIERD AMERICA'S FIRST NEGRO- OWNED RADIO STATION 860 kc 1,000 watts Kudw Division — Interstate United Newspaper, Inc. Represented Xationally By JOE WCOTTON J. B. BLAYTON. JR.. General Manager 20 SEPTEMBER 1954 143 HUNTER HANCOCK SLIM GAILLARD FROM HOLLYWOOD CAL. "DADDY "SEARS FROM ATLANTA GA. RAMON BRUCE GEORGE HUDSON HAL WADE CHARLES GREEN JOCKO MAXWELL WNJR r=4k=»- NEWARK 5,000 Watts 1430 kc Day and Night The ONLY ALL NEGRO station for NEW YORK and NEW JERSEY ROLLINS BROADCASTINC INC. 550 Fifth Ave.— New York City Phone Circle 7-6634 Want an tX*RA 579,000 Buying Customers . . . Beam your sales message to the ENTIRE Negro Marker in Norfolk Virginia with . . . WRAP *of 37.000 Navy jobs at eight Naval Installations in the Norfolk Area . . . are Neqros. 1000 Watts, 850 KC, Day and Night ALL NEGRO Statior in Eastern Virginia 144 SPONSOR NEGRO RADIO STATIONS WITH NUMBER OF HOURS PROGRAMED TO NEGROES WEEKLY This list of Negro Radio outlets is drawn from SPONSOR'S Program Guide with additions furnished by reps of Negro Radio stations since the Program Guide appeared. It is not a complete list of Negro Radio stations. It includes only those stations which have thus far reported to SPONSOR that they program to Negroes. Hours a sta- tion programs for Negroes have been updated for stations marked with single asterisk. For other stations hours are as reported in SPONSOR'S 1954 Program Guide. Explanation of symbols: "'means station data appears in more detail on page 139; fmeans station is 100'f Negro programed; Jmeans station is affiliate of National Negro Network. ALABAMA Zander City WRFS X Piston WHMA 3 WSPC 5 •WAUD 7 Bningham "WBCOi 126: *WEDRt 84t WILD 10 W|LD 60 WLBS 25 [Shan WDIC 9 WOOF 8 Esla WULA 7 Peace W|OI 5 "WOWL 15 Csden WCAD 4 eva WCEA 1 r-itsville WBHP 13 r. ion W|AM 10 Ubile WKAB 18 WKRC 3 WMOZt 98: tnroeville WMFC 8 Mtgomery WMCY 18 WRMAr 90: C lika W|HO 6 1 nix City WPNX 21* Scauga "WMLS 5 ARIZONA restart KCPH 7 I.enix-Clendale KRUX 30 "KRIX 12'A ARKANSAS < ssett KACH letteville KCRH It Smith KFPW jna KFFA tt Springs KWFC esboro KBTM Itle Rock KCHI KTHS "KXLR gnolia KVMA wport KNBY :eola ..... KOSE ie Bluff KOTN CALIFORNIA kcrsfield sno ng Beach s Angeles 3afl Long Rearh. i Santa Muni.'ii kland ..... sadena ttsburg n Bernadino n Francisco >ee Oakland, Pitt: burg, San Jose n lose n Rafael nta Monica ockton illejo KBIS !KCST KFOX KCER "KFVD KCF| fKPOL KROW "KWBR -KALI "KWKW KECC KCSB KSAN KLOK "KTIM "KOWL KXOB KVON 4 3 3 35 7 2 10+ 10 20 14 5 6 7 15 10 28 40 21 18 7'/2 12 45t 23 12: 6 7 77 COLOR-ADO :nver KVOD 1 CONNECTICUT "walk WNLK 6 amford WSTC 1 DELAWARE ilmington "WILM 20 HSTRICT OF COLUMBIA ashington WOOKt 104+ See Annapolis & WWDC 15 Rethesda. Md FLORIDA learwater WTAN 2 ocoa "WKKO 4 restview WCNU X 3't Pierce "WARN 10 Gainesville WRUF WCCC Jacksonville W|HP WOBS WRHC Lakeland WONN Lake Wales WIPC Miami WFECI "WMBMr WMIE WWPB New Smyrna Beach WSBB Ocala WMOP WABR Orlando WHOO Sanford _ WTRR Tampa WEBK West Palm Beach WIRK *WJNO GEORGIA Albany W|AZ Americus WDEC Athens "WRFC Atlanta WBCE See Decatui *WERDr Augusta *WAUC WAOK WBBQ WCAC W|BF Brunswick WMOC Columbus "WDAK See Phenix City, WCBA Ala. Decatur WEAS Douglas WDMC Dublin WMLT Fitzgerald WBHB Griffin _ WRHT WHIE La Grange "WLAC Macon WIBB Newnan "WCOH Savannah WJIV WSAV Summerville WCTA Thomasville WPAX Tifton WWGS Valdosta _„WCOV Waycross WACL ILLINOIS Belleville _..WIBV Chicago WAAF WAIT *WCES WSBC E. St. Louis *WTMV La Crange _ WTAQ Metropolis -WMOK Oak Park WOPA Urbana WXID INDIANA Evansville W|PS Ft. Wayne WANE Gary 'WWCA Hammond ..._*WJOB Marion WBAT Michigan City *WIMS Richmond WKVB South Bend WJVA IOWA Des Moines KSO KANSAS Wichita KANS KENTUCKY Bowling Creen .. "WLB| Columbia WAIN Covington "WZIP Fulton 'WFUL Lexington *WLEX Louisville "WLOLH Madisonville _ WFMW Middlesboro *WMIK Newport WNOP LOUISIANA Alexandria "KSYL Baton Rouge WIBR *WXOK Hammond WIHL 1 Lafayette KLFY KVOL 3 1 Lake Charles KAOX 24 Minden KAPX 6 Monroe KLIC 6 KNOE 6 New Orleans WBOK 65 W|BW 13 W|MR 16 •WMRY 84 WWEZI 126 Opclousas KSLO 6 Shieveport KENT 11 KWKH 5 2 2 1 301 37 2 2 84 84+ 24 20 7 15 40 7 7 \lx MARYLAND 4 Annapolis WANN1 77 Baltimore WBAL 12 WITH 24 WSIDI 84t 20 Bethesda WUST 70 7 l°6 MASSACHUSETTS 84+ Boston WBMS 18: 55: *WVOM 15 X New Bedford WNBH 1 13 x MICHIGAN 7 Benton Harbor WHFB 2 22 Detroit W|LB 40: 25 *WXYZ 18 Flint WFDF 1 25 WMRP 16 4 Port Huron WHLS 2 6 ,« MISSISSIPPI 14 Aberdeen WMPA 6 13 Canton WDOB 10 24 Cleveland _ WCLD 18 5 Greenville WCVM 30 X Grenada WNAC 12 2 Hattiesburg -WFOR 5 3 Hazelhurst WMDC 6 12 Indianola WNLA 10 5 Jackson W|XN 28 X *WRBC 40: 6 Laurel WLAU 4 Louisville WLSM 10 Meridian WMOX 18 WTOK 5 1 Philadelphia WHOC 6 16 Tupelo WELO 3+ 7 2^ MISSOURI 16 Kansas City KPRS 84: 5 KUDL 6 4 St. Louis _KSTL 20: 15 KXLW 39 4 NEVADA Las Vegas KLAS 2 KORK 2 H NEW JERSEY 1 Atlantic City «WFPC 7 ? WMID 7 , Bridgeton WSN| 1 Camden *\VCAM 84 WKDN 2 Newark WAT 14 , WHBI 18 Trenton WBUD 16 •WTN| 6 WTTM 2 2 NEW YORK Buffalo WKBW 2 5 Buffalo-Kenmore WXRA 1 1 New York WEVD 1 15 See Newark. N. J WHOM 26 9 *WLIB 60 16 WMCA 7 84: *WN|R 126 5 »WOV 60J 4 WWRL 46 18 Niagara Falls W||L 3 Patchogue WALK 2 10 NORTH CAROLINA 3 Burlington WBBB 5 44 WFNS 5 Charlotte WBT **VCIV WSOC Dunn WCKB Durham WDNC «WSSB WTIK Fayctteville WFLB Greensboro WCOC Creenville WCTC Hickory WHKY High Point WNOS Kinslon WELS W^TC New Bern WHIT V/OOW Raleigh WNAO •WRAL Rcidsvillc "WFRC WREV Roxboro WRXO Smithfield WMPM Southern Pines WFEB Tarboro WCPS Wadesboro "WADE Wallace WLSE Wilmington WMFD Wilson WVOT Winston-Salem WAAAI OH/O Akron WADC WHKK Bellaire WTRF Cincinnati WCINi See Newport, Ky WSAI Cleveland WDOK W|MO W|W WSRS Columbus _ WHKC WVKO Dayton WONE Fostoria WFOB Lima WIMA Springfield WIZE Steubenville _ WSTV Toledo WSPD WTOD Washington C. H. WCHO OKLAHOMA Muskogee KBIX Oklahoma City KTOW KBYE Wewoka KWSH PENNSYLVANIA Erie WLEU Harrisburg WCMB McKeesport _ WMCK Philadelphia WDAS WHAT W|M| Pittsburgh WCAE •WHOD WILY WPIT SOUTH CAROLINA Anderson WA'M WANS Barnwell WBAW Ber.nettsville WBSC Camden WACA Charleston WCIV WPAL WUSN Columbia "WIS WOIC WMSC WCOS Florence WIMX WOLS Creenville "WAKE 'WESC Greenwood WCSW Mullins W|AY Newberry WKDK Orangeburg WDIX WTND Sumter WSSC Union WBCU TENNESSEE Chattanooga WDXB "WMFS 5 so: 4 3 10 33 9 15 6 5 X 24 14 5 2 6 10 9 8 7 4 6 14 15 16 6 X 14 84: Clarksville Columbia Fayctteville Franklin Jackson Johnson City Knoxvillc Lewisburg Memphis Nashville X 15 1 84: 16 10 57: 20 20 3 12 3 2 1 3 Vi 2 4 V;. 6 5 1 39 76 78: 6 1 49: 84 X 3 20 7 6 5 x: 47| 50 1 30li 7 x: x 9 3 m 10 10 5 5 11 12 5 W|ZM WKRM WEKR WACC vVDXI WETB WKCN WIVK WKXV WJJM 'WDIAt "WCBRt WHBQ WMPS KWEM WLAC "WSOK' 9 3 1 10 12 1 7 12 12 3 84: 84 17 11 35 5 84: TEXAS Athens KBUD Austin KTXN KVET Bay Citv KIOX Beaumont K|IM KTRM Beeville KIBL Big Spring KTXC Brenham KWHI College Station WTAW Corpus Christi KEYS KUNO KWBU Corsieana KAND Crockett _ K!VY Dallas KLIF KSKY Denison KDSX El Campo KULP Fort Worth KCNC KWBC KXOL Galveston KGBC Cladewater KSIJ Gonzales KCTI Creenville . "KGVL Houston ... *KYOK KCOH' KLVL KNUZ Huntsville KSAM Kerrville KERV Longvicw KLTI Lubbock KFYO Lufkin KTRE Midland K|BC Nagadoches KSFA Paris KPLT Rosenberg KFRD San Antonio KCOR Sherman KTAN Sweetwater KXOX Terrell KTER Texarkana KTFS Texas City KTLW Tyler KTBB Waco WACO VIRGINIA Blackstone »WKLV Crewe WSVS Culpepper WCVA Danville *WDVA Hopewell WHAP Norfolk WLOW «WRAPt Richmond WANTt WLEE WXGI Roanoke WDBJ •WROV WASHINGTON Seattle KRSE WEST VIRGINIA Beckley Charlestown Matewan .. Montgomery Oak Hill Welch W|LS WWNR WTIP WH|C WMON _WOAY WBRW 3 30 2Vi 6 X 18 1 2 1 5 2 10 6 4 7 18 17 14 4 11 64: 6 16 7 1 7 42 98: 23 21 3 2 6 1 1 2 1 5 3 11 3 1 7 5 5 1 1 9 7 3 4 20 31 126+ 91 + 10 5 2 2 12 91 1 WCAN WISCONSIN 6 Milwaukee 20 SEPTEMBER 1954 145 NEGRO TIPS i Continued from /«/,^<- • ><> ' . eptable foi use tin once the) ve started a campaign. Advertisers anxious i<> make the fullest use "I Negro Radio have few obvious guides t<> follow. There are no textbooks i<> follow. Onlj the large ad agencies such as BBDO. C&W, Benton & Bowles, lianv II. Cohen and others have on theii -tall- account men. timebuyers "i copywriters who have extensiv* experience in Negro Radio. Where, exactly, can the newest air advertisers (and man) <>l tin- old ones, too) in Ni'fiiu Radio turn foi advice? How can the) plan their campaigns? Their time purchases? [heir cop) slants? For the most part, tin- answer to this question was furnished last season bj WERD, Atlanta's J. B. Blayton Jr. who told SPONSOR: ^ t.^-9 ,q i "In normal radio buying, the spon- sor and agenc) usuall) know more about the technique of reaching and selling a radio audience than a local Station does. The sponsor, after all. has the advantage of national perspec- tive. But in using Negro-appeal ra- dio perhaps because of it- fast growth and complex personalit) tins situa- tion i- reversed. Sponsors should not be afraid to seek the advice of a - lion experienced in handling V campaigns." Of course, this isn't always few admen can take time out to tour the nation'- largest Neg arketl and -oak up information. A good compromise, for a non-net- work campaign as suggested b\ sev- eral station-, seems to be tlii-. \dver- tisers with their own distribution or ganizations can learn a lot about gro Radio b) having regional or lo- cal sales executives collect basic data about the Negro Radio outlets in their sale- territories. And station reps the national level can provide much additional data to round out the pi< - ture. \- Jim Vaughn, manager of Miami Beach's WMBM i represented l>\ Dora- Cla\ton), points out: "I would advise a national spot ra- dio advertiser t<> deal first of all through station representative- who have access to all the information the timebuyers will require in setting up a Negro-appeal campaign. In each in- stance, a national radio advei should consult both the representative and the station, wherever possible, concerning program choice and ap- propriate times required to reach the desired audience.' During sponsor's fourth annual -ui- \e\ of Negro Radio, broadcasters and admen were asked to pass along what- ever advice the) felt would be of prac- tical value to national advertisers u- ing Negro-appeal broadcasting. Al- though SPONSOR i- aware that market differences and product n< make generalizations difficult, the dps below should prove valuable to new advertisers in the field and provide some new slants for veteran clients Q. "What type of \«»gro-npp«»«il shew should I bin/-'" A. Here's what stations advised on llii- to|ii< : // l/r>. Chattanooga: "Recendy, 146 SPONSOR Howard High School of Chattanooga coiul ueted a Negro radio survey. It I was made by the Social Science class of this school without the knowledge 'of WMFS. Based on a cross-section of 70.000 Negro residents as shown in ' 1,369 personal interviews, this is how program preference shaped up: Vegro singers or orchestras {records) .'!6% "General" popular music (records)... 22% Religious music .... 24% Religious programs _ 10% Classical music __ 6% Hillbilly and folk music 1% "In general, Negro listeners seem to prefer local personalities and re- corded artists of their own race." KGFJ, Hollywood, Cal.: "As far as program choice is concerned, this audi- ence according to recent surveys pre- fers personality disk jockey shows fea- turing rhythm and blues music. They like the casual, friendly approach." WSOK, Nashville: "It would be nec- essary to be specific regarding the type of product or service in question be- fore we could make a program recom- mendation. For instance, if the adver- tiser has a food product, we would advise the use of one of our spiritual and gospel programs or our housewife program. If it's a product for men, we would advise an early-morning or late-afternoon rhythm and blues show." KWBR, Oakland: "Rhythm and blues is by far the most popular choice with the Negroes in this area and con- sequently it makes up the greater por- tion of our Negro schedule with shows lunning morning, afternoon and eve- ning." Q. "M hut copy approach should I use?"'1 A. The majority of stations advise a simple copy theme, perhaps used in conjunction with a catchy jingle. But when it comes to the actual selling, stations are virtually unanimous in making statements like these: KCOH, Houston: "A campaign that is highly successful, say, in Memphis might fall flat on its face in Houston or some other market. With this defi- nite thought in mind, we not only be- lie\e but strongly recommend, that advertisers selling our particular Ne- gro market use live copy, and wher- ever possible and feasible allow our disk jockeys or air sales people to rewrite or reword their commercials in such a way as to be most effective in reaching this market." WLEX, Lexington : "The copy ap- proach depends largely upon the prod- uct being advertised and upon the per- sonality giving the pitch. A hilarious piece of copy will sell a promotion, whereas the intimate fireside chat will sell furniture." WHOD, Pittsburgh: "The question of copy approach is an area of Negro Radio that requires much care in han- dling. High-pressure methods are re- sented. Condescending copy is equal- ly bad. Furnish talent with a 'fact sheet' and let them use their own style of presentation." WAAA, Winston-Salem: "We have Found that Negro personalities do verj well in ad libbing continuity." Docs all this mean that the adver- tiser can function successful!) <>nl\ when station talent is performing his commercials? Does this rule out the "uniformit\ "' of cop\ approach which many advertisers (such as drug cli- ents) feel they must have? Not necessarily. This is what WMRY's Mort Silverman told spon- sor: "It becomes more and more evident that copy approach is becoming sec- NEGRO FAMILIES IN NEW ORLEANS the only all-negro station -PULSE proves WMRY best buy in Xew Orleans Negro Radio Audiences -PULSE proves WMRY tops all stations in Negro homes :PULSE proves WMRY out-rates the "integrated" White-Negro sta- tion by inure than 58* , *PULSE proves WMRY leads 30 to 9 quarter hours over "inte- grated" Wnite-Negro station Represented Nationally by GILL-PERNA, INC. Mort Silverman, General Manager 20 SEPTEMBER 1954 147 «**! Rep 20 SEPTEMBER 1954 149 living iLi-m the) need and also most of the luxurj items. W iili hi- rent in- i i , asing .ii a Blowei rate than foi whites, the Negro, therefore, has raised his standard of living in food, clothing, furniture, appliances, auto- mobiles, beverages and sweets. Primarilj . what sponsor stated last yeai in it- Burve) <>l Negro radio i- -till true: "" \ Negro will <>l i«-n buj the \it\ best i>l those things he can l>u\ readily in ordei to prove il onl) to other Negroes oi even to himseli thai in- i- |u-t .1- good a- am bod) else. This, therefore, is the final secret of Negro Radio's coming oi age. At a time when I S. Negroes are earning n ore than evei before and during a period where the) are learning to up- grade their standard of Living, Negro Radio is helping t<> establish new con- sume] buying habits and to break old !S. Has Negro Radio Bolved all of the huge problems which faced it onl) a few years ago? The answer is "yes," for the mosl part. Negro Kailiu can now offer adver- isers a choice of network-level buying most every listens to &®IW . . . HERE'S WHY . . . LOU is the radio .station ivith Negro Louisville. Metropolitan Louisville's 180.000 Negroes, plus a bonus audience in surrounding counties, appreciate LOU' s all-Negro programming. It plays an important part in their religious, social and civic life. They belie re in LOU . . . and in her sponsors! It's proved consistently with over 2,000 letters a week from a 60-mile radius. To expund your market in Louisville, sell to this closely knit audience. It's a powerhouse, with HO million dollars a year to spend! You'll get your share if LOU is selling for you! GET THE BEST RESULTS WITHiLOUISVILLE'S ALL-NEGRO PROGRAMMED \iitii>niil Reps: For joe and Company Southeast: Dora-Clayton Agency. Inc. c4 J\ouniaville Station LOU'S appeal plus strong merchandising has made her first choice for results with scores of sponsors . . local and national! See our reps for the facts! or multi-market -j>< >t purchases. It can offer tested programing, loyal audi- ences, popular entertainers and pro- motional follow-up. Hut Negro Radio still ha- areas in which much remains to be done. \1- though mosl Negro stations loda\ sell on the basis ol market data and pro- gram ratings, advertisers and ag< frequent!) voiced to sponsor the de- sire lor mote program audience infor- mation, marketing and sales informa- tion and coverage data and studies which show the effectiveness (pantry- shelf reports, store checkups! of the medium. There i- -till room for improvement in Negro Radio programing, parties- larl\ where it involves the development of specialized program types (women's appeal shows, prestige vehicles, special events, variet) shows, juvenile grams) which can serve as advertis- ing vehicles for air clients who want to reach specialized segments of the radio audience. lew In i. adi asters in the Negro Ra> dio field denv that these problems ist. But few indeed feel that thev won'l be solved and solved soon. ""It - ju-t a matter of time, said a Philadelphia station manager. "V* out of the wood- now." * * * NOW UNDER CONSTRUCTION . . . WLOU-TV! NEGRO NETWORK {Continued from page 54) soap opera. ■ ). Most national advertisers are -!'li unfamiliar with manv of the subtleties of Negro programing. But most big air advertisers know daytime serial pro- graming in radio, and often have it ui- in the case of P&G) down to a fine advertising art. \ Negro-appeal - opera. NNN officials believed, would serve as a useful bridge between tin know n and the unknown. Today, Rub) I alentine is aired from e.t.s on a total of 45 station- a I 2 increase over the original starting li-t It is currently in its second 2(i-wet*k • m le. Pulse ratings, on an all-home basis, run around a 2.0: on a Negro- homes-onl) hasis. the rating i- around a 5.0. According to Leonard Evans, president of tin- NNN. some 17 more Negro-appeal outlets have asked to join the network to earn the transcribed show. Both advertisers report the -how ha- had a "noticeable effect" in boost- ing product sales in Negro area- and in getting premium displav opportuni- 150 SPONSOR ies in grocery stores and other outlets. I Actually, the National Negro Net- work, unlike most other weh opera- lions, started out as a program in learch of an outlet, rather than the jither way around. About a year and a half ago, Evans, it that time a Chicago Negro market :onsultant, met with Reggie Schuebel ind Jack Wyatt, then partners in the igency consultant firm of Wyatt & jchuebel, to discuss program ideas for he burgeoning Negro radio market. The result, eventually, was Ruby Valen- me, starring Juanita Hall of "Bloody Mary" fame (South Pacific). The first rade anouncement of it, incidentally, was an ad in sponsor's 1953 Negro Radio Section. A number of advertisers showed im- nediate interest. On a first-come-first- served basis, Pet Milk I via the Gardner Vgency in St. Louis) and Philip Mor- ns (via Biow in New York) got the nod. The program producers soon found they had a problem on their hands. Clearing time for the daily quarter- hour strip meant a lot of stations would have to juggle their programing around. Not all of them were sure just how to do it, or if they wanted to do it at all. Leonard Evans, acting for the pros- pective sponsors and for the produc- tion team, started to make a U. S.-wide tour of Negro stations to pave the way for the show. It was decided from the start that the show would be placed on a network basis, providing the economy in a specialized market that advertisers get in a mass market. In day-to-day operations, the NNN now works like this: 1. Time sales: Through its sales offices in New York and Chicago, the \ \ \ offers advertisers quarter-hour and half-hour segments on a group of 45 station by means of a Keystone-like transcription service. At the moment, the network is sold on an all-or-nothing basis; there are no "regional" groups available. The one-time price for half- hour segments: SI. 248.25. For quarter- hour segments: $729.89. Prices do not include programs. The 15% agency commission applies on net station time. 2. Programing: Although the NNN t merely states in its rate card that "the services of NNN's program department in arranging and presenting programs are available to clients," in practice the | NNN is quite firm about not selling time or programs only. "We are pro- 20 SEPTEMBER 1954 viding a special package service, Evans explained to sponsor. "To keep our programing consistent, we prefer to do it ourselves and not just act as time salesmen. Also, we don't encour- age the idea of selling programs to I lu- major networks, since we don't want to compete with oui>i-k<-s." In the management for his position on the team, in terms of Im i — abilities to SUCCessfullj operate, n- well as to create. In other words, -kill in managing, as well as skill in adver- tising, will be taxed to the utmost." GEORCE B. PARK Manager. Advertising \ Clover- bloom "99 Margarine in Fori Worth. Willi .i genera] grocer) price war on in Fort Worth and a Blowing mar- ket on margarine, Cloverbloom bought a dail) segment of a KWBC d.j. -how featuring Jerr) Thomas. Interviews were conducted in -lore- b) Thomas, who awarded prizes of a pound of margarine to those who had the prod- uct in their shopping baskets. Cloverbloom was up against plent) of price rivalr) : "99" Margarine sells loi 33c a pound (it is a < hurned mar- garine) \-. about 16c a pound for others. Result of the campaign : Sale- -hoi up in 17 out of 22 grocerv store-. \nd some gains were as high as 300' , . Household bleach (WSOK, \ash- vitlv): About a \ear ago. a regional brand of household bleach, Roman Cleanser, was launched in Nashville. The competition was stiff: Clorox and Purex were the brands which dominat- ed the Negro community : Reported WSOK's Norman Stew- art: " \fter onl) three month- it at- tained the rank of third place in the Negro segment of the Nashville mar- ket. Its share of the market was 189? as indicated h\ the station's regular pantry surve\ . This position was at- tained despite the fact that competi- tors ran heavy newspaper -ehedules in the two dailies in Nashville. The ex- penditure was approximatel) $50 per week. "'The account executive had this to -a\ after using the station for about a year: 'If I ever have to cut m\ hudget in Nashville, III cancel everything hut WSOK. They're reall) doing a job for . .. u- . Pel Mills (UfVK. KnoxvUle): I hi- Mid-South outlet i- one of the I") stations affiliated with the National Negro Network. Reported Owner-Manager James \. Dick: "We are current!) running the seri- al Rub) I alentine. \- you know. Pel Milk and Philip Morris have alternate days on the five-day, L5-minute serial. Short!) after this program started, the lo. o °0f all on WSID. This is an account which must get direct, immediate results from its advertising. For that reason, Bond has been on your station, without in- terruption, since their beginning. I've always found your audience very re- sponsive." Beverages (W M B M, Miami Beaeh): In a market which consumes plenty of bottled beverages, competi- tion is understandably brisk. Negro radio in such cases can do much to boost sales. Reported WMBM: "7-Up, through their Miami distrib- utor, purchased a series of football broadcasts in 1953 and then followed it up with a spot campaign on WMBM. Prior to the campaign, 7-Up did not rank among the top three beverages in the Negro market. They now rank number one. "Schaefer Beer has consistently used four so-called 'white' stations in Mi- ami, while using WMBM to spread their sales story to the South Florida Negro audiences. Negro sales of Schaefer Beer have shown a greater increase than sales to white consum- ers." Snuff (WSAV, Savannah): Com- mercial Manager Don Jones told SPONSOR: "One of our outstanding success stories for advertisers beaming to the Negro market is that of a snuff prod- WE PIONEERED IN NEGRO RADIO IN South Carolina FIRST In Negro Artists FIRST In Negro Programming FIRST In Ratings FIRST In Results! 730 kc — 1,000 W WPAL IN CHARLESTON SOUTH CAROLINA FORJOE & CO. or DORA-CLAYTON Can Tell the Whole Story ••••••• #•••••••••••••••••• 20 SEPTEMBER 1954 155 5 REASONS U II) )<>l mi si i s/; WLIB TO SELL THE NEW YORK NEGRO MARKET 1. if LIB has more Negro lis- teners everj morning than an) other New ^ ork radio station — Network or Indie, i H LSE — May, L954) 2. WLId i- the onl) New York station with studios in Harlem. 3. WLID powerful new trans- inillei ha- improved cm era^e and reception to equal am .~>()-kw outlet. 4. WLIB broadcasts 32 exclu- sive Negro communit) news pro- grams per week. 5. WLIB is the onl) N.Y. sta- tion lo win both 1954 Varieh Showmanagement \ward \\ pulled 375 responses — more than the combined response of the other two stations." WSAV, incidentally, is a ~> kw. (full time i NBC Radio alliliate but airs more than 20' i of its schedule to the Negro audiences of this important Georgia market. Retail clothing (WRAP, \or- folk): \\ id, over half a million \e- groes living in it- o.l mv. contour, WRAP has often rung up many over- night sales successes. But, as the sta- tion point- out. "We are most proud of those successes which have been brought about over a period of time." Sample: Liberal Credit Clothiers, a qualitv merchandise firm, has been using WRAP since the independent station opened. A nominal schedule of an- nouncements is used on a \ ear- round basis with added emphasis preceding Easter, Thanksgiving and Christmas. During these three periods, extra at- tention is given to adding new ac- counts to the store - business roster. "In an effort to gain these new ac- counts WRAP was used last year to oiler free ham at Paster. turke\ at Thanksgiving and a toy at Christmas to each new customer opening an ac- count of $30 or more." manager Rob- ert Lyons reported. "The budget set aside for these specific occasions amounted to a total of $1,000 to be used for spot announcements. Tur- keys, bam- and toys cosl an average "I about S3 each. "As a result of this expenditure, Liberal Credit Clothiers opened slight- ly more than 1,500 new accounts dur- ing the three pre-holidaj period-. The majority have been enlarged since their inception. Borden's (WANT, Richmond): 1 think our best success Story," report- ed Genera] Manager Richard Scheele, "is with Borden's Silver Cow Evapo- rated Milk. "Borden's, through ^M!. began a For Negro Market Sales in FORT WORTH-DALLAS it's KWBC-970 Studios and offices in Ft. Worth and Dallas Serving 300,000 Negroes with their music, thei: news, their religion, and directing its public service toward them. Call Bill Rambeau! Reach the ENTIRE Central California Negro Market on ONE Station with Diversified Programming * Rhythm & Blues •k Spirituals * Homemaking * Sports * Drama * Religious KWBR 1.000 watts 1.110 on your ilial Represented l>\ FORJOl i < <>.. ISC 156 SPONSOR PULSE REPORT SHOWS WEST'S LARGEST NEGRO AUDIENCE 9 P. M.-12 MID. * The station that's famous for Notre Dame Football, block programming, and Origi- nal" Night Owl" Show. Details on request. KGFJ Sunset & Vine, Hollywood, Calif. America's No. 1 Negro Market WWRL has a larger audience in the 1,045,371 New York Negro Market than any other station — network or in- dependent— according to Pulse Ratings. WWRL moves merchandise FAST — that's why: Carolina Rice Aunt Jemima Flour Tip Top Bread Carnation Milk Manischewitz Wine Camel Cigarettes Scott's Emulsion Lydia Pinkham Feenamint BC Headache Powders use WWRL to outsell all competition. Discover today how New York's Negro Market (greater than ALL of Boston, St. Louis or Pittsburgh) plus WWRL programs and merchandising can pro- duce greater sales for you. Pulse Report on Request DEfender 5-1600 In New York City at 5,000 Watts in campaign about six months ago with us. They bought a campaign of five 15-minute shows per week and 10 spot announcements in the same period. One program per week is done from a different grocery store with Hill Gibbon, one of W A NT's top d.j.'s. Total cost: $192 per week. Their ob- jective was to increase the sale of Borden's Evaporated Milk in the Richmond area, especially to the Ne- groes. This has been accomplished by the combined efforts of the Borden's distributor, the Borden's salesmen, and the merchandising cooperation of WANT." Tonic- (W HOD. Pittsburgh): Ne- groes consume higher-than-average amounts of packaged drug products of all types. To some extent, it is due to the fact that Negroes in many areas have not had medical facilities that are up to white standards. And sales- manship via Negro radio and other Negro media has been a contributing factor. Reported Leonard Walk, man- ager of WHOD: "Hostetters Tonic is a 100-year-old veteran of the patent medicine field with headquarters in Pittsburgh. When President W. P. Ortale contracted for a strip of five spots weekly in the Mary Dee Morning Show (7:00-8:30 a.m.) and a similar strip in the Mary Dee Afternoon Show (2:00-4:30 p.m. ) , it was the first Hostetter adver- tising schedule placed in 30 years. ''Within 12 months sales in several 'test' drug stores in Negro districts had climbed 512',." Various (WJMO, Cleveland): It sometimes takes a lot of courage to take the plunge into Negro-appeal pro- graming, WJMO Manager C. C. Courtney told sponsor: "WJMO was changed from a popu- lar music station to Negro radio pro- graming exactly two years ago. This change took place overnight and so of course we had quite a time of it at first. During the first six months of this type of operation, we lost about 80'r of our old advertisers. It took us approximately eight to 12 months to become known as a station that was broadcasting to the Negro radio audience. "But it is sure paying off now. "In the appliance field, we have sold huge quantities for our regular sponsors. Some of these appliance beamed directly at San Francisco Bay Area's 180,000 Negro Market "JUMPIN' GEORGE'' OXFORD Each year Jumpin' George tops the Bay Area's popularity polls. George sells more national and regional accounts to the West's fastest growing market than any other negro appeal disc jockey. JACKIE FORD Jackie emcees a combination disc jockey-women interest show. She offers the only show of this type to the large San Francisco Bay Area negro home listening audience. 20 SEPTEMBER 1954 "R0CKIN' IUCKY" Rockin' has his own loyal follow- ing. He holds them— and sells them with a most effective formula for negro appeal programming: spirit- uals, rhythm, and blues shows. A full staff of negro disc person- alities makes KSAN the number one negro music and personality station in Northern California. To- day KSAN is the voice of the fast- est growing population market in the West— the big, buying Bay Area negro market— 180,000 strong! KSAN Studio and Offices: 1355 Market St. • San Francisco, Calif. 157 4D0.0DD St. Louis DEGRDES can't be wrong* Day in . . . day out . . . K\L\V is the key to their buying habits. Your sales story turns that key when it reaches this important and ever-ex- panding market through the powerful salesmanship of St. Louis' two leading Negro disc jockeys . . . SPIDER BURKS "Spinning with Spider" Daily 1 p.m. -5 p.m. Sundays 2:30 p.m. -4 p.m. GEORGE LOGAN "The G Shows" Doily 9 a.m. -12 noon Sundays 9 a.m. -11:30 a.m. the golden circle station on the dial ST. LOUIS represented nationally by JOHN E. PEARSON CO. Btore advertisers have been with us for a yeai and a half now with an aver- age "I "Mr houi ea< h pei da) on week- days and sa} ih<-\ expect to continue uiili 11- indefinitely because of the results the) an- getting. "Man) local merchants owe their expansion directlj to 11-. With 10 an- nouncements a day, -i\ days a week, .1 local Hudson dealei -old so man) < ars through oui Btation thai he is now • >ne of the largest dealer- in Ohio. " \ small variet) Bhop with one five- minute Negro newscast |>er da) in- creased their sales b\ 50^5 and now has expanded, moving into larger quarters and adding more items to their li-t of products." * * * NECRO RADIO (Continued from page .~>1 1 year. Conversely, stations < an often offer admen larger audiences than ever. Sample ehanges since last season: • KOWL. Los Angeles, went from 5 kw. full-time to 10 kw. full-time. • WDIA, Memphis, went from 250 watts to 50 kw. daytime and 5 kw. at night. • WRAP, Norfolk, went from 500 \\att> to 1 kw. • WDAS, Philadelphia, has gone up in power from 25(1 watts to 1 kw. • WLIB, New York, moved its trans- mitter to a new $75,000 tower in the East River, now aims its signal squarel) at the Harlem area. • WHAT. Philadelphia, is moving it- transmission to a new. non-directional tower and its broadcasting facilities into new studios. Its fm signal is now 20 kw. A number of other changes — tower relocations, power increases, new stu- dios are in the works at other sta- tions. Some station-, im identalK. have even applied for t\ channels to the FCC. Veftoorle-Ievel >m>rfitim: Today, Ne- gro Radio offers advertisers a choice between spot radio, pun based 1>\ time- buyers through station representatives, and network-level buying, main!) through the National Negro Network. (See page 51 for special >tor\ on the growth, development and future plans of the 15-station NNN. 1 Bui other network-level straws are also in the wind. VBC Radio this fall will air a series ol broad< asts of Neero cant put it off any longer /). *f Hi tiinatd: You knttu ■-, the dnrndeH thirty happened uhen I *at u n U> writ* >«u ahuut the KU hU Vmgro market. Fir*t, the affirm chair uith the broken catter tlipped uut fruru under mr and I tondrd an the flaor and thrt'u «»u( my MBCTttiiJMC -W> tecrr- tary trietl to lift me antt thr ttipped and tJWTJwd hrr anklr, %a lhe\ had tit take Hi httth ta thr hutpilul. th\ thr u«*. th, atnbuliim e Mtf u flat lire and lhe\ di%. 1 in . red thr titolt urrr undrr my cot, »•» th* \ {Hit mr an thr tidiualk uhtlr thry ill mui-d thr lire. Jutt about the time they finithed they cut a radia flush ahuut a '.it- UCCid*ntt »«» they datheti off. far netting mr. 4 haul / /1 1 » time, a c » ) tutting h 1 . Emm aruunit mr uith a power maurr hum/ted inta my batl-brarinu uheeled tat u hit It immediately rulled dawn the ttrrrt. I hrre u a ■> a big appliance ttarr near the turner anil heliete it ur nut. my cat rulit-tl righ t in anil up ta thr detk of thr au ner who was trying ta reach mr an the tele, phone tit hu> part in pal tun * in aur after- mum and evening \eu.rtt spiritual U§ a- zramt. la rrarh thr &SOJJOO Nmgro* * m f.rtitttT Lot In-. Ii - r urtunately , / had a c ant r act uith mr and he wat matt plratrd uith thr pram pi -•riiti. runny thing, thr pain then dit- apprarrd frum my back. At thr moment, I'm try inn to tell thr cot and already hair H offrrt. hut I'm looking for a tub. •tit tile secretary . tny tuggrttiont? I Hill Braton 1 KWKW PASADENA — LOS ANGELES N eu > ork Rrp.^— Richard O't onnrll. Inc. mtmm WRBC JACKSON MISSISSIPPI Selling 352,138 Negro Listeners All-Afternoon Programming Doctor Daddy-O "The Ole HepCat" and the t Southern Sons Quartet 5000 watts Day 1000 watts Night 158 SPONSOR V CHECK THIS KRUX First in Results in PHOENIX with "MAMAS LITTLE BOY FREDDIE"— 10 PM to Mid- nite |/ First and only Negro programing |/ Only regularly scheduled Negro programing |/ Only regularly scheduled Negro program between El Paso and Los Angeles Reach This Untapped Market KRUX Phoenix, Arizona 1340 K.C. P.O. Box 2319 "West's Most Western Station" To Reach ALE The NEGRO MARKET in the CORPUS CHRISTI AREA Use KUNO and JIMMY JOHNSON 3> Music - Sports - News 10:30 P.M. Till Midnight Daily KUNO-250 w. 1400 kc CALL Everett McKinney, Natl. Rep. 40 E. 49th St., N.Y. 17, N.Y. Joe Harry, Reg. Rep. Box 8194 San Antonio 12, Tex. college choirs on weekends: \BC s owned-and-operated WXYZ in Detroit now has a late-night across-the-board Negro disk jockey, Jack Surrell, and web officials are watching the success of this program closely. WINS, New York, intends to syn- dicate a three-hour taped version of Alan Freed's Negro-appeal Moondog d.j. show to some seven or eight stations, and a one-hour version to a potential list of nearly 100. Participa- tions in the show will be offered via reps to advertisers interested in multi- market program purchasing. WBOK, New Orleans, recently sub- mitted to New York ad agencies an audition recording of a new daytime serial, Dr. Charles Brown, M.D., de- signed for multi-market sponsorship. Independent producers, too, are being attracted by the potentials of the Negro Radio market. Anchor Produc- tions, founded by ex-Transfilm execu- tive David Osborn, has packaged and recorded a daytime Negro-appeal soap opera with a religious theme. Rock of Ages, starring William Marshall. A five-minute transcribed sports show, featuring famed Negro track star Jesse Owens, has been packaged in Chicago. Even Negro-slanted tv shows are on the market. Essex Films, Inc., a sub- sidiary of American Newsreel I which services a Negro newsreel to some 400 theatres each week) has packaged a Negro-appeal quarter-hour film show, Tenth of a Nation. It is currently being aired over tv stations which include WPIX, New York, and WTTG, Wash- ington. Reported Milton Simon of Simon & Gwynn, the film firms ad counsel: "Negroes in New York and Wash- ington are seeing this show and are immensely appreciative of it. In a rather limited sample made, we found that 60% had watched our program, 20% had tuned in other programs and the remainder had been doing other things at program time. Some 80^? of the group interviewed had heard of the program." All of the radio and tv stations, pro- ducers and film firms involved in planning Negro-slanted shows are pitching them to big agencies for air use by national-level clients, either through one of the major networks or on a multi-market spot basis. More national clients: The list on page 52 of this issue is dramatic proof of the fact that many of nation's top 20 SEPTEMBER 1954 WBCO Reaches and Sells the South's Largest NEGRO AUDIENCE z I z z - 5 o o z "-PPOZZZZZ <<£ooooo _ K < < < < < TOTAL NUMBER OF QUARTER HOURS PER DAY EACH BIR- MINGHAM AREA STATION RANKS FIRST IN NEGRO LISTENERS. 35" O'Connor Survey, 2,400 All Negro Homes, Spring 1954 Monday through Friday 4:00 A.M. through 10:00 P.M. Over 240,000 Negroes in Metropolitan Birmingham will spend $248,000,000.00 for retail merchandise this year! IF IT'S FIRST IN SALES IN BIRMINGHAM IT'S ADVERTISED ON WBCO TIP TOP Bread DUNCAN HINES Cake Mix PET Canned Milk COMET Rice ZEIGLER'S Bacon, Sausage, Coneys ALAGA Syrup RED DIAMOND Coffee COCA COLA, Soft Drinks FRIGIDAIRE Refrigerators MAYTAG Washers CHEVROLET Automobiles CAMEL Cigarettes BIRMINGHAM'S ONLY FULL TIME NEGRO STATION WBCO NIGHT AND DAY Birmingham and Bessemer, Alabama J. E. Lanier, President Eugene P. Weil, Sales Manager National Representative — Forjoe and Company Southern Representative — Dora-Clayton, Inc. 159 .iii advertisers are using Negro Radio, roday, the top-rated disk jockey, gospel .iikI spiritual music, newscasts and othei shows feature schedules from : LOO majoi i bents. In a number of product categories, definite radio rivalries have sprung up between leading advertisers anxious to hold "i increase their Bhare "I the I .S. market. The biggesl brands oi canned milk. foi example Pel Milk. Carnation, Borden's are now fighting it out in iikiiis markets via Negro-appeal radio. I "i the mosl part, tin- ad battle was triggered 1>> Pet Milk's cosponsorship of the first multi-markel Negro pro- gram, Ruby Valentine, on ilie NNN. Vmong the country's leading ciga- rette brands, similar rivalries have started. Luck] Strike, to match Philip \lciiii- expenditures on the NNN. ha- stepped tiji it- Negro |)rim media schedules and i- considering a major move into Negro Radio. K. J. Reynolds (Camels) and I .S. Tobacco (Sano, Encore) are al-< • "regulars" in the li>t> ol long-term Negro .iii advertisers. Automakers like lord. Buick, Olds- mobile, Hudson. Nash and — note this CINCINNATI has its own all -Negro -programmed radio station 1000 WATTS 1480 KC whatever your product . . . whatever your budget . . . WCIN will tailor a promotion to assure your share of this $150 MILLION NEGRO MARKET Yes, it's new . . . and a sister station to those two fabulously successful all-negro- programmed stations. U MH.M, Miami and If LOU, Louisville! [See their ads in this issue.) Call our reps for success stories. One look and you II know . . . the nay to Cincinnati's 225.000 Negroes is through II CIN, for it's built on a sound foundation of past successes in two of America's most profitable markets! CINCINNATI'S NEW ALL-NEGRO PROGRAMMED c4 f\oun .utt ilte Station \ational Reps: For joe and Company Southeast: Dora-Clayton Agency, Inc. — Cadillac are involved in dire< I V radio competition, or are participants in dealer co-op spending that land-, in part, in Negro radio. Drug brands are becoming fiercely, competitive; big rivalries include those between firms like Ex-Lax, Feen-a-MLnt. SSS Ionic, Bromo-Quinine and BC. Hair tonics, like \\ ildroot, Royal Crown and others are stepping up their spending in Vegro Radio. Soap firms, like Colgate i for Blue Super Suds Detergent I beginning to test Negro Radio cam- paigns, and may increase their ex- penditures to meet competition. These rivalries, main optimistic Negro Radio broadcasters feel, are onl\ the beginning. More firms are likeh to join if ri\al> threaten to cut deeplj into a share of the I .S. Negro market. More local slums: The amoui time that stations devote to local Ne slanted programs is steadily increas sponsor's checkup ol Negro Radio out- lets show-. \part from the handful of 1 00% -Negro-programed outlet- a couple of seasons ago. the average -ta- tion beaming programs toward Negro ears was devoting around I0ri of it- airtime to this field. Today, the situation — according to sponsor's cross-section checkup — look- like this: 1. Independent stations: With no non-Negro network show- to displ independent stations haw natural!] been able to add Negro programs at a faster rate than the affiliates of the major webs who also program for Negroes, sponsor estimates that the average independent station I includ- ing NNN outlets 1 airing shows specif- ically slanted to Negroes now de. 37. 8f; of its program time to Negro programing. Independents represent about two-thirds of all Negro-appeal outlet-. 2. Network affiliates: \ It In >uiih some network affiliates will run as high as -7'< in devoting a portion of their schedules to Nepro show-, as in the case of CHS Radio affiliate WSSB in Durham. N.C.. most network outlet- run around 10' i or less. The a\> 1 for network affiliates: 8.3%. 3. Industry average: Rutting all the NOW UNDER CONSTRUCTION . . . WCIN-TV! LOUISE FLETCHER SELLS THE NEGRO HOUSEWIFE VIA WSOK NASHVILLE, TENN. 160 SPONSOR figures together, the average for the 400-odd stations programing for Ne- groes comes to 28.4%. This means that ahout one out of four program hours, on the average, aired by 15% of all I ,S. radio stations, is now slanted at i Negro audiences. Naturally, more shows mean more Negroes reached, as new time slots are opened to Negro programing. Hut existing Negro shows are con- stantly gaining in audience, according to radio research. Pulse, Inc. — which now issues regular "Negro Radio Pulse" studies covering Negro homes in 25 major markets — told sponsor: Between last season and this season, Negro Radio shows in cities like New York, Atlanta, Birmingham. Philadel- phia, Los Angeles and Washington have increased their ratings "anywhere from 8 to 15%" on an all-home basis in the markets as a whole. On a Negro-homes-only basis, the steady growth in ratings is even more striking. According to recent Pulse studies in the same cities, program ratings of Negro shows in Negro homes have gone up "from 10 to 50%" since last season. Tv competition: \n an era where many radio outlets have lost audiences to television, it's only natural that an adman, confronted with the figures of Negro Radio audience growth, should ask himself, "Don't Negroes watch television?" Much of the answer lies in the facts of Negro ownership of broadcast re- reivers, sponsor asked stations to sub- mit radio and tv penetration figures for their areas, which most stations did. This was the pattern : 1. U.S. Negro radio ownership: Slightly over 90%). 2. U.S. Negro television ownership: 27.2%. (Note: This figure corresponds fairlv well with an NBC TV study, "Daytime Iv's Profile," made last year, in which NBC TV researchers found by check- ing major markets that 61% of white women had tv sets in their homes while only 36% of Negro women had video *ets. sponsor's figure is lower primarily because it included the tv saturation of small Southern tv markets which have inly recently gotten tv. Growth rate jf tv in Negro homes, networks have earned, invariably lags behind that in white homes.) Northern Negro markets, as you night expect, have high tv penetration rates in Negro households. Sample estimates: New York — 75'; : Philadel- phia—75% ; Pittsburgh 78« i ; Boston — 61% ; San Francisco — 60%. As you travel further South, the figure starts to drop, as in the case of cities like Charlotte I 52% I. Norfolk (30% I and Miami (40% l. In the small Southern markets, it virtually hits bottom, as in the case of llattiesburg, Miss. (1%) and Alexandria, La. (4%). Radio averages, on the other hand, are consistently in the 80's and 90's. But a lower tv penetration figure is not the only answer. As Robert Lyons, manage] <>i Negro- programed WRAP in Norfolk, a market where more than a half-million well- paid Negroes live within range of the >l;ilion. told SPONSOR: "Television has not penetrated the Negro audience to the same degree as it has the white audience. This is not due to lower buying power but to the fact that a Negro seeking entertainment is more apt to find it in listening to a program of specific Negro interest than in viewing a television program com- posed of white actors dealing with a white family situation. * * * Here's the key to the great $100 MILLION NEGRO MARKET on Florida's Gold Coast! Clear channel coverage from West Palm 1 ^^^fr^-^ to ^ey West . . . from Nassau to the Gulf *§§Coast! It's a 100-million-dollar Negro market, and WMBM all-negro programming, plus top all-negro personalities con- sistently deliver the goods! They'll deliver your goods to this profitable market of 190,000 Negroes with sound advertising and merchandising techniques; and they'll do it most econom- ically! See our Reps for the complete story. Get complete coverage with Miami's all-negro-p rogrammed wm 1000 watts 800 kilocycles ACTUAL RESULTS: ALMOST FANTASTIC! NATIONAL SOUTHEAST: Many "Per Inquiry " merchandisers have bought WMBM on a straight time-buy basis (P. I.s are not accepted) . . . and have found their cost-per-sale over WMBM actually less than average P. I. cost. That's ample proof of power! REPS: FORJOE AND COMPANY DORA-CLAYTON AGENCY, INC. c4 J\ounAaville Station 20 SEPTEMBER 1954 161 \J U U U . . . advertising always pays in the W RICH, GROWING NORTH CAROLINA MARKET DC I I t K . . . coverage than ever before is yours with RADIO in the 15-county Winston-Salem NORTH CAROLINA Market DC) I . . . buy morning, afternoon and evening is tmmmmm Represented by HEADLEY-REED CO. Terry C'iiiiiiiii(/i 11. Itilbtf has been appointed i .p. in charge of pub. rel. at NBC. He will report to Robert IT. Sarnoff, exec, v.p. For the past three years Bilby has been connected with Carl H\oir & Assoc, pub. rel. counsel to RCA. A graduate of U. of Alabama., his working career began when he joined the N.Y. Herald-Tribune as copy boy. He became a general news reporter in 1939. Appointed as \ IK v.p. along with Bilby were Davidson Taylor, V.p. in charge of publU affairs: Richard A. R. Pinkham, v.p. in charge of participating programs. Sen. John \Y. Brieker (R.-Ohio), chairman ol the Senate Interstate and Foreign Comn- Committee, has named former Hi Commissioner Robert F. Jones to head an investigation of radio and li networks. The investigation stems Irom a bill on network regulation introdut cd earlier b\ Brieker. The inquiry is expected to encompass the whole television allocations structure. FCC ad- ministration and related subjects. Harry Plotkin, former Ft C assistant general counsel, has been named minority counsel lor the investigation. 162 SPONSOR LL BUY KTVU HALF A MILLION WATTS FROM HALF A MILE IN THE SKY" WITH A 3 MARKET VIEW 1 2 3 SACRAMENTO POPULATION 314,200 STOCKTON POPULATION 230,000 MODESTO POPULATION 143,600 With contiguous counties a market of more than a million people with over 112,000 UHF homes. KTVU 36 NBC-TV Represented »u GEORGE P. HOLLINGBERY COMPANY THE NATION'S MOST POWERFUL TELEVISION STATION 20 SEPTEMBER 1954 163 SPONSOR SPEAKS. A federated BAB Like Gaul, radio business is divided into three parts: network, national spot and local. Each of these three faeets of radio billing present separate problems and demand separate sales and promotion. The Broadcast Advertising Bureau, tlie promotion arm of the radio adver- tising industry, works hard for radio. Imt principal!) with respect to local business. Its efforts on behalf of local radio are noteworthy. The steady growth of sales know how and hillings in the local category must be attrib- uted in substantial measure to BAB. But national spot and network need the same kind of attention by the radio bureau to sell advertisers and agencies on their qualifications. That the job i-n t being done for national spot or network is due to the fact that the BAB i-n t set up to do a big job in three separate directions. So w hat s the answer? We think the answer is found in the machiner) being developed for the new television bureau (TvBl. The TvB. which is the counterpart of BAB for television, is being set up on a fed- erated basis providing -eparate hard- hitting divisions for local, network and national -pot. Each division will bi i ompetitive to the others. sponsor has long been in favor of federated systems for the associations and bureaus "I the broadcast adver- li-in gindustrv. \- long ago as 0 June L949, it published it- "Blueprint for a Federated \ \B which would have separated t\ and radio within \ \BTB into pinpointed units. Had Buch a sys- tem been adopted the current criticism that NARTB i- not giving radio its just due could have been a\ oided. SPONSOR urged the establishment of a federated T\ 15. \ federated plan for BAB. which would give heads of each of the three divisions virtual autonomy, could work well with a board of directors and a top president to administer the bureau, maintain harmony, plan and implement common objectives, make final rulings. The work of the BAB for local radio is already well defined. A well-organ- ized plan by the network division would do much to erase the dog-eat- dog era of radio networking and bring the nets together on constructive mea- sures such as sound sales practices and a basic network presentation. In the national spot area advertisers would benefit by basic spot presenta- tions, by a spot statistical headquarters now largelv lacking despite the good work of the Spot Bepresentatives Assn. I SBA I . bv a coordination of rep and station sales facilities to help educate advertisers to radio spot much as the Bureau of Advertising of \M'\ has built up to sell advertisers on news- paper space. The way to get a federated BAB is for stations, who foot 80* ', of the BAB budget, to write Kevin Sweene) and the BAB Board. • • • Tv set count SPONSOR has been carefullv studying the problem posed for the buyer of television bv the absence of an ollic ial industry sel count. It's long been a SPONSOR belief that publication of un- official figures bj a number of trade- papers, one sel ol figures often differ- ing with another, represents confusion lor the industry, sponsor has not wanted to further inuddv the water- b\ bringing out an additional unofficial sel count of its own. Because of the importance to admen of mean- ol estimating sets, however, SPONSOR i- studying the possibility of providing it- reader- with the raw ma- terial from which thev can more easilj make their own set estimate-. In a fu- ture is.-ue SPONSOR will report it- p ress in this direction. Negro Radio's growth Back when SPONSOR first called the attention of advertisers to Negro Radio five vears ago. the medium was a small segment of the industrv (See "The Forgotten 15,000,000," 10 October 19491. Todav there are over 400 I - outlets which program an average of 2!!'; of their hours for Negro listen- ers. Negro Radio has grown rapid!) in keeping with advertiser acceptance of specialized programing. Negro Radio pays out for the adver- tiser because it gives him impact on the Negro consumer that can't be equaled bv media aimed at the general I audience. You are tving in with tre- mendous psychological forces when vou ride the Negro airwaves. Instead of selling from the outside looking in. vour message is coming from within the community. The approach has proved effective for a growing list of national and regional clients. The special section on Negro Radio starting this issue on page 47. i- SPO* sor's third section on the subject Yppluuse Joe Csida : Columnist Though he is engaged in several lu- crative show business enterprises, Joe Csida's first love is tradepaper jour- nalism. He was with Billboard for 18 years before he left the editor-in-< hiefs chair iheie in -it up in talent repre- sentation and music publishing. \o\\ bee cune- back to bi- typewriter to do .i SPONSOR column called "Sponsor Back- stage." It starts this issue and we rec- ommend vou get used to turning to it for some livelv reading (see page 19). Joe Csida i- one of the most re- spected reporters who've patrolled the radio -tv- show -business beat. You'll find that be has a knack for getting at the underlying problems of the busi- ness and projecting them against his years of seeing the trends shape up. Joe will specialize in television film. which he has followed closely, and in a variet) of the- facets of air advertising which tie in with showmanship. sponsor i- happ) that he's retained a ven for reporting even while busv with his Csida-Grean Associates and two music- publishing ventures. Trinitv and Towne music. 164 SPONSOR DELIVERS MORE FOR THE MONIES These five inland radio stations, purchased as a unit, give you more listeners than any competitive combination of local stations . . . and in Inland California more listeners than the 2 leading San Francisco stations and the 3 leading Los Angeles stations combined . . . and at the lowest cost per thousand! (SAMS and SR&D) Beeline listeners in this independent inland market spend over $3 billion annually at retail, nearly a billion annually for food alone. (Sales Management's 1954 Copyrighted Survey) WCihJCWY BROADCASTING COMPANY" SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative company New York Chicago Detroit Boston San Francisco Atlanta Hollywood ^P 0 I 2-54 MR AM S HtDGCS mew 'vo»« N lagazine radio and I advertisers use OCTOBER 1954 50< per copy* $8 per year RECEIVED OCT 1 1 1954 NBC GENtK>\L LIBRARY Radio's rarin' in Baltimore! ..and the BIG BARGAIN buy is still W-l-T-H 143,000 radio sets sold last year; only 48,000 TV sets! W-I-T-H's audience is bigger now than ever! And the rates are just the same. Last year more than 143,000 radio sets were added in the Baltimore area. Now — more than ever — you get a lot for a little from W-I-T-H. Baltimore is a tight, compact market. W-I-T-H covers all you need with top Nielson- at rates that make it possible to get the frequency of impact that produces sales. Get your Forjoe man to give you the whole story about W-I-T-H and the Baltimore market. IN BALTIMORE 5 BIG NEEDS IN SPOT RADIO page 29 Maxwell House backs network tv effort with blitz spot drives page 32 HOW'S YOUR SELL RATING? page 34 Sweet-Orr its trademark into radio-tv campaign page 3 TOM TINSIEY, PRESIDENT REPRESENTED BY FORJOE & COMPANY SO DO HAVENS AND MARTIN, Inc. STATIONS WMBG WCOD WTVR *#>.! Maximum power — 100,000 watts at Maximum Heigl.t- 1049 feet The processing and pulverizing and coating are just three of the many exacting steps in the manufacture of Chiclets and Clorets, two of the top products of the American Chicle Company. Constant research, master technicians, and a continuous desire for top quality add up to a complete job well done. The Havens and Martin, Inc., Stations complete job through quality entertainment, imaginative program- ing and unexcelled public service have made them the "First Stations of Virginia". Already a family insti- tution in the living room, WTVR, WMBG and WCOD are more and more each day becoming the "must-buy" on any advertisers' media list. WMBG *« WCOD m WTVt FIRST STATIONS OF VIRGINIA Havens & Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV. Inc. WMBG represented nationally by The Boiling Co. Bulova franchises $5 million plum Benrus sticking with spot Ratings while you wait Net tv sponsors for $100 Film damage adds costs "Lady" tops competition With over $5 millions in billings, most of it in prime spot tv time, Bulova is choicest plum agencies have competed for in long time. Agency which gets Bulova' s long-established tv franchises gains status with stations in clearing time for other clients. Probability is, however, that account will go to agency already heavy in spot billings. Bulova wants agency with plenty of time buying experience and top reputation for air copy. Terry Clyne, v. p. and account executive for Bulova at Biow, will head up account wherever it goes. -SR- Biow had to move fast to replace Bulova account with Benrus. Benrus account executive and senior v. p. at Cecil & Presbrey, Jack D. Tarcher, had been talking to another agency when phone call came from Milton Biow. Tarcher, who has had Benrus account for over 20 years and merged his old agency with C&P two years ago, told SPONSOR: "Benrus will continue the formula of heavy radio-tv spot usage." Of estimated $2 million Benrus billings, 95% is spot tv and radio. Other accounts Tarcher brought into C&P may follow him to Biow, making total business replaced about $4 millions. -SR- Sponsors will sit and watch tv ratings come in while show is on air, if Pulse's DAX system goes into operation. DAX uses telephone wires to bring ratings data from meters in sets to Pulse headquarters simultaneous with broadcast. It's another example of "methodolgy diversification" in ratings field, with Nielsen having previously turned to diary for his local ratings and Hooper too now using diary. Pulse would start DAX in New York with 400-home sample, expand on market-by-market basis. First demonstration scheduled last Friday. -SR- Show with with most sponsors will be Electric Light program, 23 Octo- ber on all 4 tv nets (via N. W. Ayer). Half of approximate million dollars for time and talent is coming from 40 manufacturers, with contributions ranging upward from $100. Other sponsors are utilities. -SR- Big cost factor in tv today is damage to film. One tv commercial shipper reports 15% of prints come back too badly damaged to be used again. -SR- Second NBC TV spectacular, "Lady in the Dark," topped competition in New York and Chicago Hooperatings. For 9-10:30 in New York "Lady" scored 30 against 19, 15 and 8 for 3 CBS TV half-hour shows on in same period ("Two for the Money," "My Favorite Husband," "That's My Boy"). In Chicago "Lady" was less effective, averaging 24 against 23, 17 and 14 for respective half hours opposite on CBS TV. Septem- ber 1953 ratings for "Show of Shows" on NBC TV in same time slot were higher than "Lady," 36 in New York, 27 in Chicago. SPONSOR, Volume S. No. 20. 1 October 1954. Published biweekly by SPONSOR Publications, Inc. Executive. Editorial Advertising. Circulati 0 0 E. 49th St., New York 17. Printed at 3110 Elm Ave., Baltimore. Md. $S a year In U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1949 at Baltimore postoffice under Act or 3 Mar. 1879 It I l*OK I TO si»0\so«s for 1 October I !».'» I Politz confirms radio dispersion Blair offers 43 radio rating Syndicated films net planned Lewyt expands use of spot Multiple tv homes coming Politz count of radio and tv sets for all 4 radio nets and BAB is first broadcasting industry study to get full Advertising Research Founda- tion validation. Study puts number of major post-war radio-tv trends into more definitive terms than previously possible. It found there were more radios in automobiles as of May 1954 than in living rooms; that while 17 of 20 tv sets are in living room only 5 of 20 radio sets are in living room. Total of 45,020,000 homes or 94.7% of U. S. have 100,920,000 radio sets in working order; 26,180,000 of these sets are in autos. Total of 27,600,000 homes have 28,450,000 tv sets; that's 58.1% of U. S. -SR- New John Blair & Co. sales plan gives client opportunity to buy all 45 Blair radio stations in one package with one bill. Client gets ease of buying which characterizes network radio with flexibility attributes of spot. It's second major instance (Quality Radio Group was first) of stations banding together to sell spot radio in con- venient buy. Blair plan seeks to translate mass audience of radio into tangible terms by promising client equivalent of 43 rating. New plan is called National Saturation Group, offers 24 announcements weekly on 45 stations covering population of 75 million. -SR- National Film Network of tv stations may be in existence by first of year. It would offer advertisers established syndicated film shows with guarantees of Class A time and no preemptions. Network founders are Julian Kaufman and Gil Lee, manager and sales chief respectively of XETV, Tijuana-San Diego. Initial meeting of interested stations will be held in Los Angeles about end of October. Outlets invited (126) include indies and stations without either CBS or NBC affilia- tion. Network hopes to attract sponsors by offering coverage at much lower cost than wired network through discounts, lower station rates. -SR- Lewyt Corp. is launching its biggest radio-tv campaign to date, starting 10 October. In 3 months 95,000 announcements are planned, half through parent company expenditure, half through co-op with dealers. Air is 20-25% of budget. Agency: Hicks & Greist. -SR- Admen surveying tv's future foresee growth of multiple set tv homes with coming of color tv. Reasoning is that color buyers won't throw away black-and-white sets. Old b&w set will end up outside living room. Latest prediction of color set growth by RCA President Frank Folsom is 10 million sets by 1959. N «•»(• national spot radio and tv business SPONSOR Drackett Co. Cinci Drackett Co. Cinci Lewyt Corp. Brooklyn Lewyt Corp. Brooklyn C. F. Mueller Co. Jersey City National Carbon Co, MY Yardlcy Men's Prods Co. NY PRODUCT Di .mo Windex Drano, Windex New Lewyt vacuum cleaner New Lewyt vacuum cleaner Macaroni, spaghetti. egg noodles Ever-ready batteries Mens toiletries AGENCY STATIONS-MARKET CAMPAIGN, start, duration t&R. NY Y&E. NY Hicks & Crcist, NY Hicks & Creist. NY Schcideler. Beck & Werner NY Wm Esty. NY N. W. Ayer. NY 65-70 radio rokts thru country Radio: 2 dayti mm partic a wk; 6 Oct 39 wks Tv: 2 dayti min partic a wk: 6 Oct; 39 wks R^dio: 43.000 min dayti anncts 10 Oct 13 wks Tv: 50.0C0 stn brks. 20- 60-scc anncts: 10 0:t: 13 wks Ridio: 3-5 ti a wk. 5. 10 15-min newscasts: mid-Scp to rvd-Ort; 52 wks Tv: 29-scc Class A anncts: 27 Sep; 8 WKS Radio: 8-10 min anncts early-morn a wk S Nov "-8 wks 65-70 tv markets thru country 75 radio mkts thru country 50-60 tv mkts thru country 22 major cities 80 major tv mkts thru country 5) radio mkts thru country SPONSOR reach the 2% each year in . . . that is if all these paper dollars were laid end to end. This is one way of saying that 2 2A billion dollars is a tremendous amount of money. In vast, rich Channel 8-Land, 2% CHANNEL 8- LAND York Harrisburg Reading Hanover Lebanon Carlisle Gettysburg Westminster Martinsburg Chambersburg Hagerstown Pottsville Frederick Sunbury Lewisburg Waynesboro Lewistown Shamokin Hazleton Lock Haven Bloomsburg Representatives : billion dollars spent Channel 8-Land . . . billion dollars is spent each year in retail sales; effective buying income is 4^2 billion dollars. Use this super-powered station to get your share of this rich profit potential. WGAL-TV NBC CBS DuMont LANCASTER, PA. 316,000 watts SUPER-POWER STEINMAN STATION Clair McCollough, Pres. MEEKER TV, INC. 4 OCTOBER 1954 New York Los Angeles Chicago San Francisco the magazine radio and tv advertisers use Volume 8 Numbt 10 4 October 1954 ARTICLES DEPARTMENTS I ire bifi needs in spot radio What kind of basic information do advertisers and agencies need on spot radio? Why is much of this data not available today? In five separate reports SPON- SOR discusses some big gaps ;n spot radio knowledge, other spot radio needs •" >l«.virel! House iiii.vc.v networh tv. blitz spot drives Maxwell House, coffee industry giant, backs up its strong network television effort with short-term spot drives in strategic markets •*<• II ill-it-sell: new test for commercials Does your commercial motivate the audience to want to buy your product? That's what new Schwerin test of commercials is seeking to determine *»•» Sweet-Orr's tug of tear goes on the «ir Men's work clothes manufacturer is adapting its tug-o'-war trademark for the air with vivid descriptive commercials set at fairground «*• TIMEBUYERS AT WORK 49TH & MADISON AGENCY AD LIBS NEW AND RENEW MR. SPONSOR, Dominick O'Conr PS. SPONSOR BACKSTAGE NEW TV STATIONS TOP 20 TV FILM SHOWS TV RESULTS SPONSOR ASKS ROUND-UP AGENCY PROFILE, Nan Marqua RADIO COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS SPONSOR visits 5 U.S. agencies: HI In last of three articles SPONSOR takes closeup look at radio-tv operations at Gardner Advertising, St. Louis and Campbell-Ewald, Detroit It Diet iona ru /HantlbooU for Sponsors: Part V Is your television knowledge too specialized? Reading SPONSOR'S dictionary/ handbook will help you fill in the gaps Network radio show costs Here is over-all look at network radio 1954 with complete chart of show costs and sponsors. Article analyzes trends, gives highlights of season Pinpointing flic audiences WHS si u tig shoivs how New MBS study shows activities of every member of the family from 6:00 a.r to I 1:00 p.m. It's based on sample of 7,000 households COMING Hon* to match shows with audiences Ohio University study comes up with easy-to-read table which matches audi- ence show preferences with audience characteristics \etworh television vs. magazines How Product X tested one network television show against one double-spread in "Life.'' Unique point-by-point study of test, with findings 38 10 12 II 18 Oct. 18 Ovt. Editor and President: Norman - Secretary-Treasurer: Elaine Coupcr Vice President-Genl. Manager: Editorial Director: Miles David Senior Editors: Charles Sinclair, ' Department Editor: Lila Lederman Assistant Editors: Evelyn Korr- Marks, Keith Trantow Contributing Editors: Bob Fee Editorial Assistant: Karolyn Ricl Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Rober- Advertising Department: Edwin D. * (Western Manager), Homer west Manager), Arnold Alp ager), John A. Kovchok (Pre:: ager), Kathleen Murphy, S*ew« " Circulation Department: scription Manager), Kahn, Minerva Mitchell Readers' Service: Augusta B. ; Bookkeeper: Eva M. Sar- Published blwi SPONSOR PUBLI combined will t \ Advertising Offices: in E. 49u I irk IT. N Y. T Chiraco Offlrc: 161 E. Cran.t Dallas Office: V dolph T3S1. Los Ai «•«* ■ Phone: Hollywood \\. nalilmore 11 rear. Canidt and ' I > \ Iddreal all «*r« Sew York IT. N SPONSOR PUBLICA1 D3N'T USE KTHS if you sell a Limited Mnfket" (Little Rock ONLY, for instance) MO. LOUI S I A N A Daytime, the Station KTHS primary (0.5MV 'M) area has a population of 1.002.758. More than 180o. or over 100,000, do not receive primary daytime service from any other radio station. KTHS interference-free daytime coverage extends to the O.IMV'M contour, except in the southwest quadrant — has a population of 3.372,433. DO USE KTHS if you sell imAtMattof.Aj'kAmA/Lf I F you want to reach movie stars only — or even if you want to reach regular people within the city limits of Little Rock only — don't use KTHS ! KTHS is 50,000 Watts — CBS — broadcasts from the Capital of the State — in the center of Arkansas. With all that, KTHS would automatically get an important audience throughout almost all of Arkansas, whether or not we were very good showmen. Actually, with the most costly, inspired and "heads up" programming in the State, KTHS does a magnificent audience job practically all over Arkansas. If you need listeners only in Little Rock, you don't need KTHS. But if you need listeners throughout the State, get our story from The Branham Company. i s s I ppi 50,000 Watts . . . CBS Radio Represented by The Branham Co. Under Same Management as KWKH, Shreveport Henry Clay, Executive Vice President B. G. Robertson, General Manager KTHS BROADCASTING FROM LITTLE ROCK, ARKANSAS 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: HOHywood 3-3205 Nat. Rep. Robert Meeker & Assoc. Inc. Isabel f.ivglvr. Biow-Beirn-Toigo, \eu > ork, has been plunged into loltir n with the prepara- tions for the I Love Lucy rolor telecast on 6 December. "I'rn working on the budget" Isabel told SPONSOR. "The tr picture Will change when color tv (dines in lull force. The stations hate to convert their transmitter, and get an AT&T color i able. Sponsors will probably be required to l«i\ tor the cable charge as well as for the time." Her problem now: What to do about d.b.'s. sinie only live stations tarry color at this point. Joan Hut num. V. /' Iyer, \ew ) <>rl.. is look- ing forward to publication of the neu ff ard-MHS Study (see story on page 14 for details). "It should be a wonderful guide for timebuyers in tern: selling a client on the audience-composition and activities during a particular radio time segment that we might I. now is good" Joan told SPONSOR. "// sound as though this study would make it possible for us '« bin 1. up our bins with facts more concrete and more qualitative than mere ratings. Now we should know u ho's listening to our commercials, and what they're doing while listen Eton Chapman. Ted Bates & (.<>.. \eu ) ork, thinks that timebuyers should know research techniques in order to better evaluate the sur ruling services. "Often," says he. "the explanation of a rating in question is easily discovered In an understanding ol the sampling te< hnique. the scope oi survey or the methods of interviewing. Such knowledge is a distinct advantage to the buyer in evaluating the efficiency o) the ratings and the report itself. I like the school of thought that accepts the findings of some surveys as indicative, though not entirely conclusive." •far? Ellis, BBDO, V«c York, says that "you can't buy bad radio, unless you try very hard. Her radio theories can be summed up this way : "Estab- lish your radio principles, outline your client's objectives, but don't generalize about this well- established medium. We usually look tor the greatest number of potential customers, but we don't necessarily find these in the top-rated time period oi on one particular type of station. For the most part, it's a matter of buying cats, not noses. Buying lettei radio often boils down to a timebuyers effort. SPONSOR »5A,000 Cook Books Sold in Food Stores LKI When nearly half a million — over 454,000 — cook books were sold — which was double the original estimate for the Rochester area — the promoters were astonished. When WHAM Radio exclusively did this job better than any medium previously used, everybody sat up and took notice — in the food industry ... in the publishing business . . . and in radio. It was WHAM's persuasive personalities who sent customers into the stores to buy the famous 24-volume "Encyclopedia of Cooking." In cook book parlance, the best recipe for getting your share of the 22-county market that spent an estimated $415,855,000 for food in 1953* is WHAM radio. Want more proof? Ask us or the Hollingbery man to give you the details of this stupendous radio success story. ■■'Sales Management Survey of Buying Power, 1954 WHAM iR RADIO SELL FOR YOU The STR0MBERG-CARLS0N Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 4 OCTOBER 1954 E P E T I T I O GE >■ and WCOP's cost per thousand permits the highest jnue SULTS! in Greater Boston. imrica's smartest advertisers know that it's frequency of impres- ioithat sells 'era — and keeps 'em sold! That's why spot radio is ••oiing — because spot radio's incomparable economy provides I v uidget high frequency as no other medium can. n te compact Greater Boston market, WCOP's one-minute satura- onplan provides the incredibly low cost per thousand of just 19$. i , in America's second most concentrated market, WCOP pro- idt more frequency of impression and MORE RESULTS per i llr than any other Boston station. i V u want to know why America's smartest spot buyers are using OP, ask your station or WEED representative to show you the »t evealing story "HOW TO SELL THE CREAM MARKET OF & ENGLAND." WEED and Company 5.000 Watts on 1150 Keep good company on WCOP Pepsi Cola Jello Instant Maxwell House Minute Tapioca General Foods Philip Morris Parliament Herbert Tareyton Ballantine Ale Blatz Chevrolet Ford Packard Lincoln-Mercury MGM Robert Hall Clothes Saturday Evening Post Jordan Marsh Filene's Beacon Wax H. P. Hood Liggett-Rexall Drug Stores Sets per dollar delivered in Greater Boston by Boston stations, on minute package basis: WCOP 5,262 Station B 3,333 Station C 2,176 Station D 1,867 Station E 1,785 Station F 1,470 J^% In the ® Dakota area KXJB-TV PARRIES AIL THE BIG ONES Godfrey and his Friends Toast of the Town I Love Lucy Studio One Edward R. Murrow Jack Benny Topper Beat the Clock I've Got A Secret Herb Shriner Strike It Rich December Bride Douglas Edwards Halls of Ivy Playhouse of Stars Private Secretary Lineup Ford Theatre Rocky King And Many Others Llv* inferconnecred Sept. 26th. KXJB-TV CBS Primory— DUMONT VALLEY CITY FARGO ©. M. NO.DAK.BDCST.CO.INC. Box 626 Fargo, N. Dak. Phone Fargo 4461 KSJB-600KC, Jamestown KCJB-910 KC, Minot KCJB-TV-Ch. 13, Minot REPS: WEED TELEVISION || 111 MAOISM sponsob imihs letters in thi editor. Address 10 E. 19 8t., Veti \ ml 17. 5 U.S. AGENCIES Your kickoff story on the ''sponsor \i-it> five U.S. agencies" in the Sep- tember (> issue and the September 20 story arc to put it mildly, terrific. i I here II always be an ad man.) As a matter of fact, we arc BO thrilled and excited about your ex- ceeding!) well-written series, that I would like to have ... 25 copies of the September 6 issue and 25 copies of the September 20 issue, and ship them to US, at your earliest convenience. Marshall G. Robertson Marshall Robertson Adv. Denver We just read your article about our agency in sponsor | (> September 1954, page 50] and are greatly pleased and enthusiastic about it. Would it be possible for us to ar- range to get 300 reprints of the article with the sponsor cover? If it is pos- sible, what would it cost? Virgil A. \\ \rrkn Virgil A. Warren Adv. Spokane • For ike information of readers, SPONSOR** policj i. to make reprint* «» f articles available on reqnesl ;tt noniin.il costs for volume ordrr.. AGENCY AD LIBS This Foreman feller makes a lot of sense ever} time he picks up bis pencil. Next to the "\\ inchell" part of the book. Agency \d Libs is the first thing I read — and that's being going on for a long time. It's told me a lot of things I didn't know. To Bob Foreman — long may be wave ami y ou, too! Joseph Katz Joseph Katz Advertising Baltimore 1954 NEGRO RADIO SECTION May we congratulate \'>u on the ex- cellent coverage of the Negro market which appeared in the September 20th issue of sponsor magazine. The Ne- gro Radio section is one of the most comprehensive of any publication I ba\e ever seen. It would be very much appreciated if you would send us tear sheets of the pages on which WHAT's success stories appeared: that i-. pages 52 and 72. We are in need of quite a few of these tear sheets, as a sales tool for our salesmen. Dolly Bank- It HAT I'h ilailelph ia • Tkc IT. I Negro Radio able in reprint form B. rtloa t.ill br ataU* FILM BASICS Here is another enthusiastic reader- subscriber to your Fall Facts issue Jul) 1954]! If available in reprint form, we would appreciate having 10 copies the Film Basics section. Please bill u> accordingly. Charles Hutaff Homecraft Proiluctions Cleveland • Copies of th.- !«<.-, f Film Basica arr 23c .-ark, 25 or more copies. l.»r each : 10O or more ropir*. I Oc . .i< h. REP CHANGES \« u-ual. I read your fine publica- tion from cover to cover. This. <•! course, is regular routine for all the executives at KNOE and KNOE-'l \. I would like to a-k \<>u to correct one item that was published in your September 6 issue because it might create confusion. On page 22 of \c>ur September 6 is>ue under the "'Station Changes" section New and Renew \<>u have li-ted under change of represen- tatives, etc.. that KNOE, KNOE-TI and \\ \0E are now being represent- ed by Clarke Brown Co. This is incorrect. The national rep- resentatives for KNOE Radio and \\\<)E are still H-R Representatives and the national representative for kMH.-Tv is still H-R Television. Clarke Brown is representing the H-R stations in the Southern part of the I nited States and that's bow \«>u probably came to print thi- informa- tion. \gain. I would like to repeat that our only representatives are H-R Representatives and H-R Television. I'm i II. Goldman / ice President & Gen. k \0E, Monroe. La. SPONSOR SELLS DRESSES We now have proof positive of -i'"N 10 SPONSOR s / S \^£ To sell the Cincinnati area, WKRC is a must! Morning, noon and night more people listen to WKRC-Radi< than to any other radio station in the Queen City! Radio Cincinnati, Owners and Operators of: WKRC-Radio, Cincinnati, Ohio • WKRC-TV, Cincinnati, Ohio WTVN-Television, Columbus, Ohio • WTVN-Radio, Columbus, Ohio WKRC-RADIO ^CINCINNATI, OHIO Ken Church, National Sales Manager CBS RADIO NETWORK REPRESENTED BY THE KATZ AGENCY 4 OCTOBER 1954 II Radio station with a big pizzarating . . . II the numbei ol pizza pics it sells is not the measure «>| .1 radio station, don't tell ( aniglia's Pizza 1 louse, < >maha. I 1 1 1 -> restaurant-bakery is about to build anothei addition, fourth in ;i series of expan- sions .it least parti) attributable to one spot a da) on Omaha's KOWH. This Ikis been virtuall) .ill ol Caniglia's advertising. KOWH whets Omaha appetites for pizza with the same success attained for mam other national, regional and local advertisers. Something would be amiss il it didn't, because much ol the time KOWH is talking to moii people than all the other stations put together. Operating within a format ol top tunes and unexcelled local news, K.OWH's air personalities out-Hooper every- thing else in Omaha in every single daily quartet hour save three. Average share ol audience: A. M. — 46%; afternoon — 49.3%; all-day— -48%. (July-August Hooper Monday through Saturday, 8 a.m. to 6 p.m.) Second station: 16.8%; third station, 11.3%. KOWH has dominated Omaha radio, with lust place ratings, lor the past three years u ithout a break. (.el station Managei Virgil Sharpe to equate KOWH's cut ol Omaha pie to your cut ol the Omaha market. O) talk to an UK man. CONTINENT BROADCASTING COMPANY General Manager: Todd Storz WHB, Kansas City WTIX, New Orleans Represented by Represented by John Blair & Co. Adam J. Young, Jr. KOWH, Omaha Represented by H-R Inc. OMAHA 12 SPONSOR sor's selling power! The success story you ran in the August 9 [page 37] issue on Phoenix's Toria Tassi has opened a new sales outlet for them from among subscrib- ing station staffers. Just spoke to Mai Werner, the own- er, who was in the midst of filling his sixth order from a gal at a Midwest- ern station — and at least a dozen read- i i> have written him directly for fur- ther info, patterns, etc. He wants to pass on his thanks to you and I'm sure you'll be interested in the reaction. Dan Schwartz Promotion Manager KPHO, Phoenix FARM RADIO Just this week we have brought our nembership list up-to-date and I am enclosing a copy for your files. As we add new members, I will prompt myself to forward those names to you. As an officer of NATRFD, I would like to commend you on the promo- tion helps you have given to our or- ganization and can assure you we will look forward to the future issues which will deal with farm radio and televi- sion. Merrill Langfill Secretary-Treasurer NATRFD • SPONSOR'S 1954 Farm Section will high, light the 1 November issue. This will be SPON- SOR'* fifth annual study of farm radio and tv. BARDAHL Thanks for your Bardahl story [6 September 1954, page 48] . You've given this very nice handling. Jerry Hoeck and I particularly liked the wa\ you opened it, and the way you've made the rather complicated parts to our promotion story flow together. John M. Haydon Manager, Advertising and Sales Bardahl, Seattle BARBER'S SUPER MARKET If you could spare us a few tear- sheet copies of the Barber's story [26 I nl\ 1954, page 39] it would answer the purpose. We would like to have somewhere between 10 and 20 if possi- ble and would be very happy to pav your charge. We want to put one in 4 OCTOBER 1954 the bands of each of our salesmen and the Barber people have requested cop- ies for their department heads and -hue managers. Bert Arnold Vice President KABQ, Albuquerque • Extra copies of the 26 July Issue are avail- able at 50c each. Quantity priees on request. OUTSTANDING USE MAGAZINE . . . It's easy to understand wb\ your publication is the outstanding "use" magazine in the radio-television field of advertising. In my office we depend on SPONSOR. Robert S. Boyd Advertising Dept. Ashland Oil & Refining Ashland, Ky. DEPARTMENT STORE If available, please send us five re- prints of the article, "A department store tests radio" published in the Au- gust 9 issue [page 44] and bill us the charges. Would you please also send a copy of the 1954 edition of Radio Results. sponsor is a must at WHAW and our salesmen find that many of the same principles that apply to larger stations are very usable in a smaller market. Francis E. Andrew Vice President WHAW, Weston, W. Va. • Reprints of "A department -tore tests radio" are 25c each; quantity prices on request. Copies of the 1954 editions of Radio Results and Tv Re- suits are available free to subscribers. Extra copies are SI each; quantity priees on request. ALL MEDIA STUDY Please order for BBDO 28 copies of the All-Media Evaluation Study, to be delivered to the writer. I understand that this quantity is at $3.50 per copy. Fred Barrett BBDO, New York • One to 24 copies of the All-Media Study are St each; 25 to 49 copies. S3. 50; 50 to 99, S3; 100 or more, S2.50. BASICS SECTIONS Would you please send me 20 copies of the one-fold sheet put out by SPON- SOR called Tv Basics. These will be ex- tremely useful to our local salesmen. Burt Toppan Promotion WTVJ, Miami I Please turn to page 56) Manager ^«ui at , - 2 .£ E . » 13 Neither Rain Nor Hurricane StopsThisBird! WJAR-TV On The Air One Day After Worst Hurricane In Rhode Island History! Providence. Rhode Island — Here's the story of a prettv tough Rhode Island Red: Hurricane "Carol" struck Provi- dence, Rhode Island with the full fury of 100 mile an hour winds and 8 foot flood tides early Tuesday morn- ing. August 31st. General power fail- ure put WJAR-TV off the air. On September 1st. one day later. WJAR-TV was back on the air from iincrgency transmitter facilitie- in Rehoboth. Massachusetts carrying the latest hurricane news and vital community service information. On September 3rd. WJAR-TV was back in full service from their mid- town Providence studios thanks to the Caterpillar Mobile Electric Set with a capacity of 315 K\\ 's. At the height of the hurricane, throughout and after the storm. 20 teams of WJAR-TV camera and newsmen took over 4.000 feet of film plus hundreds of stills. These on-the- spot films were shown 27 times be- tween September 3rd and September 7th. All southern New England had a "bird's eve" \i<-w of hurricane "Carol" thanks to WJAR-TV! NBC — Basic ABC-Dumont — Supplementary Represented fay WEED TELEVISION 14 SPONSOR by Bob Foreman Television has made a rather remarkable record in a com- paratively few years of news reporting and analysis. It has brought spot news into the home with a combination of im- mediacy and graphic quality that neither newspapers nor radio could duplicate. By means of remotes and on-location footage, television has provided us with a regular diet of news in its most absorbing and realistic form. Furthermore, tv news is the most uncolored, the least slanted and completely unbiased visual news brought to the American public. No newspaper, for example, ever took such pains to walk the middle of the road during elections. To the contrary — other visual media usually take definite sides; it is accepted practice to run "news columns" with an editorial bias and over bylines. Not so, however, with tv. Even on its programs of commentary and editorializing, there is far less of the partisan and far more of the repor- torial. All of which is to the medium's credit and the na- tion's good fortune. There is another side to the ledger though. Tight-rope walking has tended to make most tv news duller than it might otherwise be and has given birth in a few short years to some very trying cliches: newscaster-at-desk, grim voice-over, grainy stock footage and the everlasting wall-map-with-ani- mation. Maybe there's nothing really wrong with these but they do tend to wear badly. Worst of all are the words delivered. Tv news-audio gen- { Please turn to page 58) W In/ Foreman criticizes tv newseasting: 1. Tv news is the least biased visual news brought to the American public. But tight-rope walking has tended to make tv news dull, colorless, cliche- filled. 2. Tv newscasters and news show backdrops often fall into stereotype. Grim delivery of wire-service English against back- drop of wall map with animation is the rule. 3. Tv news shous should strive for warmth, personality, naturalness to create greater impact. Unstudied shotvs have more authenticity, realism, more audience appeal. How to Look a Gift Horse in the Mouth' Whichever way you look at a KSDO gift, it means extra listeners in San Diego's billion dollar market. KSDO delivers more home listeners than any other station in San Diego . . . HOOPER. More out-of-home listeners PULSE. 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 John E. Pearson, Co. - New York Doren McGovren — San Francisco Walt Lake - Los Angeles 4 OCTOBER 1954 15 . . . A contract worth telling about! We're right proud of a new contract one of our enterprising local salesmen obtained recently : Delta-C&S, the nation's fifth largest airline, bought the CBS World News Round-Up, 8 to 8:15 a.m. Monday through Saturday, for 52 weeks start- ing June _V.' ',12 broadcasts. A significant side-light is that Delta-C&S is a hometown company. Its officials know the local picture mighty well. So does their advertising agency, which also has headquarters in Atlanta. So. when it came to picking a station — they knew what they were doing! To reach the most people, at the lowest cost, in the ever-growing \tlanta market — it will pay you to follow the lead of Delta-C\S Airline and choose WAGA. JLwaga CBS-radio in Atlanta Represented Notionolly by the KATZ AGENCY, Inc. Tom Horker, V.P. and Nat'l Sales Director, 118 E. 57th St., New York 22 Bob Wood, Midwest Notional Sales Manager, 230 N. Michigan Ave., Chicago 16 SPONSOR New and renew 4 OCTOBER 1 954 \ew on Television I%etivorks SPONSOR AGENCY Amana Rcfrig. Amana, la American Chicle Hazel Bishop, NY Bristol-Myers. NY Brown & Williamson (Koolsl, L'ville Colgate-Palmolive, Jersey City Ceneral Foods (Instant |ello puddings* , NY Cenl Foods (Instant Max- well House* Ceneral Mills (Cold Medal Flour, Cheerios, O-Cel-Ol. Mols Cen Motors (Chevrolet), Detroit H. I. Heinz Co, Pittsburgh Int'l Harvester, Chi Knomark Mtg (Esquire Boot Polish), NY Lehn & Fink, NY Light Cos of America P. Lorillard I Kent), NY Maytag Co, Chi Natl Biscuit (Shredded Wheat & Milk Bone Dog Food), NY National Biscuit Co, NY Pharmaceuticals, Inc RCA, NY Remington R?nd ( Electric Shaver Div), NY Republican Natl Conven- tion, Wash R. |. Reynolds, Winston- Salem Serutan Co, NY Speidel, Providence Sterling Drug, NY Tide Water Oil, NY Zenith Radio, Chi Maury, Lee & Marshall, NY D-F-S, NY R. Spector, NY Y&R, NY Ted Bates. NY NY Lennen & Newell, Y&R, NY B&B, NY D-F-S, D-F-S, Esty, NY Campbell-Ewald, Detroit Maxon, NY Leo Burnetr, Chi Emil Mogul. NY Lennen & Newell Ayer, Phila Y&R, NY McCann-Erickson, Chi K&E, NY McCann-Erickson, Kletter. N K&E, NY Y&R, NY BBDO, NY Wm Esty, NY Kletter, NY SSC&B, NY D-F-S, NY Buchanan, NY Y&R. Chi NY STATIONS ABC TV 156 NBC TV 90 NBC TV 116 CBS TV CBS TV 132 ABC TV 156 CBS TV 93 CBS TV CBS TV ABC TV 115 Du Mont 32 CBS TV 83 ABC TV ABC TV 76 All Nets CBS TV ABC TV 156 ABC TV CBS TV 55 Du Mont NBC TV 90 ABC TV CBS TV 66 ABC TV 156 Du Mont 35 NBC TV 90 ABC TV 90 ABC TV 12 ABC TV 156 PROGRAM, time, start, duration NCAA Football; cospon Sat afts & Thanksgiving (various times); 18 Sept; 13 games Caesar's Hour; cospon M (3 wks in 4) 8-9 pm ; 27 Sept; 39 wks Martha Raye Show; cv 4th T 8-9 pm; 28 Sept; 10 shows Honestly Celeste: Sun 9:30-10 pm; 10 Oct The Lineup; F 10-10:30 pm; 1 Oct: 52 wks Football Scoreboard; Sat 10 mm following NCAA game; 18 Sept; 13 games Bob Crosby; W 3:30-45 pm; 22 Sept; 3 wks December Bride; M 9:30-10 pm; 4 Oct Willy; Sat 10:30-11 pm; 13 Sept Treasury Men in Action; Th 8:30-9 pm; 7 Oct; 52 wks Studio 57; T 9-9:30 om; 21 Scot; 52 wks Halls of Ivy; alt T 8:30-9 pm; 19 Oct; 52 wks Masquerade Party; alt W 9-9:30 pm; 29 Sept; 52 wks Ray Bolger Show; F 8:30-9 pm: 17 Sept; 52 wks Light's Diamond Jubilee; Sun 9-11 pm; 24 Oct only Father Knows Best; Sun 10-10:30 pm; 3 Oct NCAA Football; cospon Sat afts & Thanksgiving (various times'; 18 Sept; 13 games Adventures of Rin Tin Tin; F 7:30-3 pm; 15 Oct; 52 wks Halls of Ivy; alt T 8:30-9 om; 26 Oct; 52 wks One Minute, Please; F 9-9:30 pm; 24 Sept; 52 wks Caesar's Hour; cospon M (3 wks in 4i 8-9 pm; 27 Sept; 39 wks Masquerade Party; alt W 9-9:30 pm; 29 Sept; 52 wks Pres Eisenhower & VP Nixon; F 9:30-11 & F 12:30-1 am 8 Oct only Pre-Game Huddle; Sat 10 min preceding NCAA game; 18 Sept; 13 games Life Begins at Eighty; Sun 9:30-10 pm; 26 Sept: 52 wks Caesar's Hour; cospon M (3 wks in 4) 8-9 pm; 27 Sept; 39 wks The Vise; F 9:30-10 pm; 1 Oct; 52 wks John Daly and the News; M 7:15-30 pm; 30 Aug; 52 wks NCAA Football; cospon Sat afts & Thanksgiving (various times); 18 Sept; 13 games Renewed on Television Networks SPONSOR Block Drug, Jersey City American Safety Razor Hazel Bishop, NY Carnation Co, LA Ceneral Mills, Mpls Cerber, Freemont, Mich Cilletfe Safety Razor, Boston B. F. Goodrich. Akron Goodyear, Akron Longines-Wittnauer, NY P. Lorillard, NY Philip Morris, NY Nash Kelvinator Nestle, White Plains, NY Pabst Brewing, Chi Plymouth Div, Chrysler Corp, Detroit Pepsi-Cola, NY Schick Electric Razor, Stamford, Conn Sylvania Electric, NY AGENCY STATIONS Harry B. Cohen, NY McCann-Erickson, NY Raymond Spector, NY CBS ABC NBC TV 69 TV 36 TV 45 Erwin, Wasey, LA D-F-S, NY D'Arcy, NY CBS ABC NBC TV 114 TV 51 TV Maxon NBC TV 67 BBDO, NY Y&R, NY CBS NBC TV 93 TV 58 V. A. Bennett, NY CBS TV 80 Lennen & Newell, NY NBC TV 96 Biow, NY Geyer Bryan Houston, NY CBS CBS CBS TV 135 TV 62 TV 105 Warwick & Legler, Chi CBS TV 104 N. W. Ayer CBS TV 144 Biow, NY Kudner. NY ABC CBS TV TV 106 Cecil & Presbrey, NY CBS TV 87 PROGRAM, time, start, duration Danger; alt T 9:30-10 pm; 21 Sept; 52 wks Walter Winch^'i- al* c — a-Q-15 pm; 10 Oct This is Your Life; W 10-10:30 pm; 15 Sept; 52 Burns & Allen; alt M 8-8:30 pm; 4 Oct; 52 wks The Lone Ranger; Th 7:30-8 om; 9 Sept; 52 wks Ding Dong School; Th 10:15-10:30 am; 30 Sept; 26 wks Cavalcade of Sports; F 10-10:30 pm; 3 Sept; 52 Burns & Allen; alt M 8-8:30 pm; 11 Oct: 52 wks Television Playhouse; Sun 9-10 pm; 10 Oct; 52 wks Ch-"noscope; M. W. F 11-11:15 pm; 16 Aug; 52 wks Truth or Consequences; T 10-10:30 pm; 28 Sept; 52 wks I Love Lucy; M 9-9:30 pm; 4 Oct; 52 wks Danger; alt T 9:30-10 pm; 14 Sept; 52 wks Jackie Gleason; cospon Sat 8-9 pm; 25 Sept; 52 wks Blue Ribbon Bouts; W 10-10:45 pm; 22 Sept; 52 That's My Boy; Sat 10^10:30 pm; 9 Oct; 13 wks Pepsi-Cola Playhouse; Sun 7:30; 3 Oct; 52 wks Jackie Cleason; cospon Sat 8-9 pm; 18 Sept; 52 Beat the Clock; Sat 7:30-8 pm; 25 Sept; 52 wks ► (See page 2 tor New National Spot Radio and Tv Business) in next issue: Mew and Renewed on Television (Network); Advertising Agency Personnel Changes; Sponsor Personnel Changes: New Agency Appointments N umbers alter names refer to New and Re- new category John C. Strouse (3 I E. W. Morns Wallace T. Drew I 3 I George Polk I T. Gaither 4 OCTOBER 1954 17 4 OCTOBER 1 954 iy/eu> and renew 3. Advertising Agency Personnel Changes NAME iiir, C Allen Arthur I B i II.- Thom.is F Brcnnan John B. Cr.ind.ill Vincent |. Curry Edith Curtiss LcRoy H. Drchcr Wallace T. Drew Harold Fair fames E Fickcn Gerald F. Ford Henry C Fownes George Cl.ivin Edward D. Gottlieb Donald H Crady lames Harkey John Hoagland Robert S lones Kay Knight Erwin A. Lcvine Bernard London Larry Lowenstein Ccne McKeough Stanley Merritt Grant Merrill Eugene A. Nieland Robert C. Olson Ceorge Polk Don Rowe Gene F. Seehater Earl W Schultz Richard K. Short |ohn C. Strouse Earl W Timmons, |r. Burton E. Vaughan FORMER AFFILIATION NEW AFFILIATION Kiesewtttcr, Baker Hagcidorn b Smith. NY. copywriter BBDO. NY. hd r-tv copy Ruthrautf b Ryan, NY, copywriter Sherman b Marquette. NY, media dir BBDO. NY Rhoades b Davis. SF. media dir BBDO, NY. acct exec Bristol-Myers, adv mg- Bozell b |acobs. NY, dir of r-tv dept Frederick Baker, Seattle, copy chief Cecil & Presbrey. NY, r-tv prodr MacManus. |ohn & Adams, NY, r-tv dir West-Pacific Adv, Seattle, mdsg International Latex Coip. adv mgr BBDO. NY, r-tv copywriter McCann-Enckson NY film prodr BBDO. NY. r-tv depl Elroy McCaw Radio Group, str mgr Mcyerhoff & Co., Chi, hd r-tv time buying dept Cecil b Presbrey, NY copy dept D Arcy, NY, tv prodr-dir Benton b Bowles, NY. stf publicist | P. Pershall Adv, Chi Albert Frank-Gucnthcr Law. Inc. NY. vp & copy chief West-Pacific Adv. Seattle, tv prodn Russell Miller Milling Co, Mpls G. M. Basford Co., NY BBDO, NY. r-tv dept BBDO, NY, r-tv dept CBS Radio. Chi, mgr of res b sis prom B. r Goodrich Co, Akron, adv & sis prom co-ord. C T. Howard Co. NY. copy-contact dept Cunningham & Walsh, NY, acct exec for Colgate- Palmolive Market Research Assoc. LA. res dir BBDO, SF, acct exec Hicks & Creist. NY, sen copywriter Same, vp Kudner. NY. copywriter McCann-Enckson NY. assoc dir of m , Warwick b Legler NY. acct exec S Carficld Assoc . SF, media dir Same, vp Crcy Adv, NY, acct exec Same, vp S Garfield Assoc. SF. copy dir Hicks & Greist. NY, exec r-lv prorji Same. NY vp Pacific News. Seattle, mdsg mgr Footc. Cone b Belding, NY acct c«i Kudner NY tv copywriter Geycr Adv, NY. film supvr Same, hd prog and talent buying S Garfield Assoc. SF. hd r-tv dept b W D Lyon. Sioux City, acct exec Same, copy chief Kudner. NY. tv prodr-dir Same, dir of publicity- prom Beaumont & Hohman. Chi acct exet Cunningham b Walsh, NY, Texas Co Facific News, Seattle, r-tv prodr David Adv, Mpls. acct exec Warwick b Legler. NY. contact dept Same, liaison between r-tv and media Same hd of prodn. bus mgr Necdham, Louis b Brorby. Chi res st' Cunningham b Walsh. NY. asst acct T JT & W. Electric Fricnd-Reiss Adv, NY, creative staff Same, vp Erwin, Wascy. LA. asst res dir Same, vp Sponsor Personnel Changes NAME FORMER AFFILIATION ^ tf 5. Hadley C. Chapman Ned A. Corbett Albert Fcrtick A. McLean Freeman Edwin T. Caither Erwin H. Klaus Edmund W Morris Lewis |. O'Shea Leslie E. Parkhurst Lillian L. Shapiro Albert F. Watters RCA, Chi, vp b div mgr RCA. Detroit, vp & div mgr Gallaudct Pharmacy, Wash, D. C. Chemical Div of Bcrden Co. NY, hd of adv dept Tidy House Prods, Shenandoah, exec asst Northrup, King Co, Berkeley, mktg dir Bristol-Myers, NY. mdsg mgr Eaton Labs, div Norwich Pharmacal Co, vp in charge of sis American Safety Razor. NY. field sis mgr Schepp-Rcincr Co., NY, assoc RCA Internat'l Div, NY, dir of assoc co operations NEW AFFILIATION Same Calif vp & div mgr Same, Chi. vp & div mgr Maryland Pharmaceutical Co. Bal< si' asst to prcs Permutit Co, NY, adv mgr Same, dir of sis Same, Mpls. hd mktg-adv dept Same, brand adv mgr American Safety Razor. NY, field sis Same, gen sis mgr Holzcr Watch Co, NY. adv mgr Same, vp b operations mgr Station Changes (reps, network affiliation, power increases) KCA, SDokanc Wash, new nat'l rep Venard. Rintoul & McConnell KOiN. Portland Ore, new nat'l rep CBS Radio Soot Sales KOIN-TV, Portland Ore, new nat'l rep CBS Television Spot Sales KVVC, Ventura Calif, KVVC becomes KUDU WBAL, Baltimore, joins BAB WBMS, Boston, new nat'l rep Indies Sales, new office Hotel Somerset WCOP. Boston, new nat'l rep Weed & Co WDIX. Orangeburg. S. C. power incr from 250 to WDVA. Danville. Va, new nat'l rep Rop WCUY Bangor Me. new nat I rep Everett-McKin WHOL, Allentown. new nat'l rep Paul H WILY, Pittsburgh, new nat'l rep Stars National cime WILY in August W'SN. Milwaukee, loins BAB WTVW Milwaukee, new nat I rep Edward Petri \ umbers after names refer to New and Re- category f Se< ha •' l • • . i i|i / . / ou enstein < ; I / / Parkhurst ' 1 1 Harold h'nir Henry I nu n< s (3) / r it ni II . khiu\ i I I Grant Merrill Edith < urtiss I I) I. 1/. /■ reeman i 1 1 18 SPONSOR We got 'ei COVERED- FROM ALL ANGLES! A. lS one of the most research-minded television stations in the world, WHO-TV has (and is rapidly enlarging) the same reliable television audience information that WHO offers on its radio audience. Briefly, WHO-TV now reaches over 227,000 television sets in central Iowa — approximately one of every five families (1,111,400 people). Of these, 566,300 are urban — 545,100 are rural. These 1.1 million people have an effective buying income of over 1.7 billion dollars. WHO-TV went on the air April 25, programming from 6 a.m. to 12 midnight. In addition to the best of NBC-TV attractions, WHO-TV features one of the nation's largest local-talent staffs, which means really heads-up local programming, too. Ask Free & Peters! 4 OCTOBER 1954 WHO-TV WHO-TV WHO-TV WHO-TV WHO-TV WHO-TV "WHO-TV , WHO-TV •/ WHO-TV \uWHO-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 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 WHO-TV WHO-TV WHO-TV WHO-TV Channel 13 • Des Moines • nbc Col. B. J. Palmer, President P. A. Loyet, Resident Manager Free & Peters, Inc. Sational Representalii < < 19 MONTREAL GROWS! At present there are more than 4,500 industrial plants in the Greater Montreal Area, and new establishments are coming into existence at the rate of more than 400 a year. INU.S-WEE0 IN CANADA-ALL CANADA O'Connor (above) is proof of his own adage: outdoor listening is bigger thane* fJoilltlliC'/h' <>*( OIIIH Mripiiar Hurricanes Carol. Edna and Florence together didn't dri\e in a main orders for storm windows as the flamhoyant saturation an nouncemenl campaigns thai Dominick O'Connor plan- and » he. ules for Nair Window Co. (through Vrchei Advertising Vsso "When we -tailed advertising on Sew York radio stations i 1951, we had a $50 budget." O'Connor. Nair's sales and ad mat ager, told SPONSOR. "Today, we're spending at the rate a year, all of it in radio announcements. The entire storm-window industr\ is an eight-year-old post-in baby. Although the idea for movable aluminum frames with ^la- panes had originated in the Thirties, the business couldn't feet off the ground until the availabilit) of material made productio possible. Now, some eight or nine independent companies mani: facture these custom-made storm windows. \air \\ indow Co., a- cording to O'Connor, is fir-t in -ales. "Our operation is patterned somewhat after Munt/ I\. says In "We use radio to create prospects. Our salesmen arc specialists m follow up the leads produced l>\ our announcements, and go out t the home owner- to measure and fit the windows. Announcement schedules range from 70 a week in the \e\ metropolitan area to 50 a week on \\ WZ. New Haven. I he fin generally uses local personalities on such stations a- \\ \ \ I . \\ M(.M \\ OR and \\()\. encourages ad libbing. "We want anyone who'- a home owner, men and women alike. O'Connor explains. "The best radio time for us i- between 6:\ the industry as a whole. Nail Window ( i .. ■ sales volume in 1954 is alreadj in excess of SI million, and i- c\ pected to hit over $2 million before the end of the \ear. Does O'Connor have an) complaints about the business? \uy He wishes he'd listened to \\\> own commercials and put some -torn window- on his seashore house before Hurricane Carol Hooded it 20 SPONSOR Every minute, night and day HB wsanw^s. ■ p UVJBK A DETROIT ak every minute count toward greater sales in Michigan's richest market. I costs you less to reach more people, more often on WJBK, I niht and day in news, music and sports ■of in consistent high tune in svery hour of the day in more than 100 radio homes, on 915,000 car radios. Represented Nationally THE KATZ AGENCY National Sales Director, TOM HARKE' 118 E. 57th, New York 2 ELDORADO 5-7690 delivers picture to more people any other station in GRADE "B" FIELD INTENSITY CONTOUHS of PHILADELPHIA TELEVISION STATIONS ^ from ^ OFFICIAL FCC FILES CopyriyM t •k. NYC. fill a over a wider area than Pennsylvania in radio the lower the channel number the greater the coverage ...the better the reception WPT MAXIMUM POWER I LAD E LPH/lA WESTINGHOUSE BROADCASTING COMPANY, Inc WPTZ • KYW, Philadelphia; WBZ-WBZA • WBZ-TV, Boston; KDKA, Pittsburgh; WO WO, Fort Wayne; KEX, Portland; KPIX, San Francisco^ National Representatives, Free & Peters, Inc. KPIX represented by The Katz Agency, Inc. \<»n- development* on SPONSOR stories Issue: "T\ >liow cii-I-: «h> ihej «<-nl through i!k- roof (, September L954, i>;ik<- 59 Subject* Ratingi for NB< TV'i fir-i "epectac- ul.ir" Perhaps the most eagerly-awaited rating figures <>f the season ratings Im the firsl "spectacular" televised in the histor) ol tin- medium are now a matter "I rei ord. I In- figures, as compiled bj Trendex and Hooper, reveal the {300,000 Bhow's audience was disappointing. Satins <) p.m., or about 29' [ more than a year ago. Another of the first crop of top-cost shows to be telecast this sea- gull. Westinghouse's Best of Broadway, pulled a Trendex rating of 23.9 compared with L9.9 for This Is Your Life on NBC TV. The 60- minute show cost the sponsor about $200,000, was televised 15 Septembei o\er CBS T\ . * * * "^here does network radio go from See: "lere? Issue: ° September 1954, page 44 Subject: Tom O'Neil, MBS president and chairman, expresses faith in network radio's future Networks are the most economical program service \et devised and will continue to «'\isl if onl\ for the need to maintain lines at low COSl for special events and national emergencies. rhese were some of the opinions on network radios future ex- pressed l>\ Tom O'Neil, president and chairman of the board of the Mutual Broadcasting System, during a recent radio panel disrn-- -ion. Tin- show, State of the \n. MBS, consisted of questions fired al O'Neil on network radio b\ tradepaper reporters. In taking ilii- tack O'Neil affirmed opinions of a cross-section of top-level executives expressed in a recent SPONSOB article on net- wmk radio- future. O'Neil's views, however, were in sharp con- trast to opinions expressed earljei l>\ Brig. Gen. David Sarnoff, RC \ board chairman. Said Sarnofl in a speech to NBC T\ affiliates, "It maj yet be possible to eke out a pool existence for radio net- works, but I don't kimu. . . ." O'Neil's opinion was based mainl) on what be termed the eco- nomics ol network radio vs. other programing s\ stems. He said that a purelj program service network set up on a cooperative basis wouldn't work be ause "I the high i osts and complications. * * * Station Wants Sponsor, Sponsor Wants Results IT News Meet Acid Test At WATO, Oak Ridge, the lad success story confirms the reliabilit and effectiveness of AP newscasts. The sponsor — Adcox-Kirb\ 1 1 Pontiac dealer) —put the station c> the spot with, "I'm turning my entir ad budget over to you. What we war is results." Sam Thrower, WATO commercial manager, mapped out maximum-audience plan: Seven A newscasts per day (all that wer available), Monday through Saturday for 52 weeks. In addition, Adcox Kirby is using 10 spot announcement daily, Monday through Friday, unu another AP 'cast opens up. This put- the auto firm on the air at least onct during each hour. The strategy has confirmed tht sponsor's confidence in the station - and the station's confidence in Af news as a No. 1 audience builder. Says Manager Ross Charits "When our station's reputotioi is at stake, we don't htstt* to recommend AP newscosh 24 SPONSOR SPONSORS WARM TO AP Because . . . it's better and it's better known. "We cant stop you but we warn you!" ... so they moved in closer Case History No. 1 The two KARK-TV news cam- eramen headed for the west side of town. A minute before, the police radio had reported a man with a gun running from house to house in that area. "They think he's an es- capee from State Hospital," the news editor yelled after them. En route they heard another re- port — the man was carrying a shot- gun. With Louis Oberste at the wheel, they rode for about 20 minutes. "Wouldn't it be fun if we found him?" mused Oberste's partner, Chris Button. Oberste drove up beside Police Chief Marvin Potts. "Don't go down the street," yelled Potts. "They got him cornered!" Oberste and Button bounced from the car at the same time. ""We can't stop you, but we warn you," the chief called after them. "Take cover! He's got a rifle," bellowed a sergeant nearby. Oberste scurried to a vacant lot across the street. Button chose an evergreen shrub and tried to squeeze his generous figure behind it. He poked his 16 mm movie camera over the top. The screen door of the house fac- ing them opened slowly. Their cam- eras started grinding. A woman came out of the house, with the hunted man behind her. The two walked on out, and the screen door banged shut. As the woman turned toward her captor, an off-duty patrolman, crouching at the corner of the house, fired five shots. As the bullets struck home, the escapee turned to return the fire, but slumped to the ground. The woman stumbled across the lawn and sank to her knees. Button and Oberste got the entire action. They hurried back to the of- fice, and gave KARK-TV News Di- rector Bob Kemp a sharp, eye-witness fill-in on the action. Then they pre- pared their film for the "soup." Kemp got The Associated Press bureau in Little Rock on the phone. "Chris and Louis got some won- derful footage on the manhunt," he reported. "Anything you want is yours. "Now here's the way they saw it happen . . ." The AP bureau poured out the story on the radio and news wires. As soon as pictures were ready, they Those who know famous brands... know the most famous name in news is Jr were transmitted to TV stations and papers throughout the country over the AP Wirephoto network. The Arkansas Democrat, an AP member newspaper, had provided The AP bureau with first word of the hunt. KARK-TV provided color- ful detail for the news wires and top-notch action pictures. Team action all the way. Another hot news story handled speedily . . . accurately . . . vividly. Louis Oberste and Chris Button are two of many thousands icho help 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— MORE POWER Owntd and op«rof»d by T*. SOU.- B.-.B r...U« CMAN«.i34 SOUTH BEND Power Now INCREASED to 204,000 Watts Equipped for Network Color Now -1,261,000 POTENTIAL VIEWERS In Northern Indiana — Southern Michigan Average Share of Audience: 73% NIGHTTIME 71% DAYTIME (June 19S4 Hooper Survey) Continuous Programming 7 in the morning to 11 at night IDEAL TEST MARKET • Typical of America • Self-contained • Diversified • Stable • Controlled distribution CBS • ABC • Dumonl Paul H. Raymer Co., Inc., Representative 26 By Joe Csida The stories in the papers about the teenage kid- who went committing insane and violent murdei really had nothing to do with the conversation on the plane to Palm Beach. Noi did either of these two situations have the -lighted hearing on the $300,000 Satins and Spurs spectacular or any of the still-to-come NBC-CBS multi-hundred thousand dollar pro- gram projects. Except maybe, that RCA President Frank Folsom, one of the members ol the party on the plane, has five children and eighteen grandchildren with one more (din- ing. And Ted Granik. a second member of the party, ha- a couple of kid>. and so do I, and. probably, so do you. It was Granik, who, as the ship floated at a serene 200 miles an hour through the picture postcard >ky. brought up the problems he was encountering with a new -lmw idea called First Offense. This is a program ha-ed on case his- tories of the debut crime- perpetrated by youngsters. It de- tails not only the stories of their offenses, but shows how each was successfully rehabilitated. It had been lying around for some six month-, not only with no takers, but no development action of any kind. Later I had luncheon with Ted and one of the better packager- in our business. First Offense was discussed. "As soon," said the packager — a really very nice guv — "as you start delivering a mes>age in a -how like that — take up too much time on how they're rehahilitated. and so on — you blow your rating-." "You mean," said Granik. "you think it ha- to he straight boom-boom?" "Pietty much so," said the packager. It was a highlv interesting conversation, hut nothing con- crete developed. Please understand, I'm not trying to sell a -how called First Offense, or any other -how. I have no interest or -take in it. whatsoever, and Mr. Granik doesn't need the money. Please believe, too. that I am heartily in favor of having Mi— Hetty Hutton receive $50,000 for her television how. and I subscribe wholeheartedly to the notion of throwing an additional quarter-million dollars behind that how. \\u\ I have seen the wisdom of my packager friend's words demonstrated tar too main lime-, not to he in realistic agi menl with the cold fact that "message" shows do not get rating-. I recognize, too. the t in 1 > great job in the public i Please turn to page 12"> i SPONSOR channeh3 From the Top of Vermont WMVT, THE MT. MANSFIELD, VERMONT, TV STATION OPERATING ON CHANNEL 3—4,200 FEET UP A mountain top installation is wonderful for coyerage — but people also want their local news and local personalities with local KNOW-HOW— whether it 's TV, radio, or newspapers. WMVT HAS BOTH COVERAGE AND LOCAL POSITION Its transmitter is on Mt. Mansfield, Vermont's highest mountain. It is owned by the WCAX Broadcasting' Corporation, which for 25 years has operated Vermont's oldest and most powerful radio station. TO SELL VERMONT — BUY VERMONT Remember, only "WMVT covers Vermont and the Champlain Valley. You can't cover Vermont from Xew Hampshire, and — when you buy WMVT, you get this big bonus coverage, too! Adjacent areas in Xew York, ad- jacent areas in Xew Hampshire, and the rich Province of Quebec, including Montreal. ^$^¥, ASK A WEED MAN FOR DETAILS VERMONT'S FIRST-AND ONLY TV STATION! CHANNEL 3 BURLINGTON, VERMONT They live on the Pacific Coast... they listen to DON LEE RADIO Don Lee IS Pacific Coast Radio It's just good strategy to plot your advertising campaign to cover the most ground at the lowest cost ... on the 45-station network that covers the Coast from within each of 45 impor- tant markets ... on the nation's greatest regional network . . Don Lee Broadcasting System. Hollywood 2S, California, Represented nationally by H-R Representatives, Inc. 4 OCTOBER 1954 5 big needs in spot radio Here are speeifie ways it ean do a better job for advertisers by Alfred J. Jaffe The size and complexity of spot radio are tht canst of many a headache to the advertisers and agencies who buy if. sponsor helii res that if the needs described hert wen satisfied life would be a lot easier for the buying side of spot — and for the selling side as well. It would also foul to boost spot radio business. While there is not al- ways complete agreement on the best way to solve thi problems herein cited, they all represent genuine needs. Complete tacts, figures on activity, spending © More intensive training of timebuyers A central organization for all billing © A standard form for showing availabilities © More intensive promotion and aid to advertisers Everybody wants spot dollar figures but few cooperate in revealing the data Despite the fact that both the broadcaster and advertiser need and want figures on advertiser activity and spending in spot radio, there is less information available for spot radio than for any other major medium. Advertisers and agencies want figures on the competition. Stations and reps want figures for more effective selling. Here's the type of data that's needed: (1) products using spot radio, (2) sta lions used by each product, (3) type of buy on each station, whether announcement, program or participa- tion, (4) frequency of buy and (5) time of day announcement, program or participation is run. Out of this basic information would come expenditure esti- mates by product and industry, breakdowns by markets, geo- graphical areas and seasons or months of the year, trends in the industry and comparisons of all kinds. Out of this, it is commonly agreed, would also come a fillip for spot radio for there is nothing like pointing out what an advertiser is doing in a medium to bring in his competition. Why is this information, then, not available' There are two basic reasons. First, there is the natural reluctance of both the advertising and broadcasting side to divulge this information. The fierce competition among those who use spot radio, especially the Big Three soap companies, makes advertisers and agencies clam- 4 OCTOBER 1954 mouthed. Stations with profitable schedules don't like to be pinpointed for fear of the competition making a pitch for the business. Eeps have the same fear, especially in cases where a fairly small station suddenly begins to show some life. In the latter situation, the rep handling the station is afraid that a competitive rep will try to sell himself to the station. Second, the spot radio medium is such a huge, rambling affair, embracing more than 2, (inn stations, that the job of collecting the information is necessarily a massive one. Furthermore, even when stations, reps and agencies are willing to reveal the data, they sometimes resent spending the time and money to put it together. Some of the smaller stations, who only occasionally dip into the national spot pool, don't particularly care whether the data is published or not and are, therefore, indifferent about answering requests for information. (Of course, reports from all 2,600 stations would not be necessary, i Who should provide the information? The commonest opinion, though not the only one, is that it is up to the stations. As one important rep expressed it: "Information about a medium should come from the medium itself. It should not come from the back door or from secondary sources. The stations have the most to gain from the increased business a spot radio informa- tion bureau would brirg about. They should set up such a ( Please turn to p< See folloiriitr/ pages for other 1 needs 29 © Should agencies or colleges train timebuyers? Here are some answers "I'll tell you what's wrong with a l<>t of young tin said the executive of an important rep firm. "Lei me t;ive you an example: A buyei told me he bought a 50 kw. outlel bei jth and when I pointed out thai its frequency was above 1,500 kilocycles, he gav< me a so-wha1 look. "He wouldn'1 :i i load on time buying departments check station invoices, not s(, much I : the monej ti^mes are correel bul to make sure that what was ordered was run. In many cases the same client pays station via more than icy, which means that ag ist get to OUnts and the client uets tin- maximum discount possible. The problem has become acute enough to spawn a fear that tiler agencies would rather recommend network or an ■ medium, rather than suddenly impose a heavy load on its partmelit to paj for, -ay. a spot radio saturation campaign. This, it is felt, may happen in agencies to whom spot i-iona I thing. Stations, too. come up against the Limit fact that their hill- ing clerks aren't infallible. The errors that result at the station invoice level not only hold up payment to the station hut put an additional load on the agemy. More than one accounting man has said to himself: ''There must be an easiei waj t" do this." And a number •• think there is: a national centralized hillings operation or el house, which would take over completely the operations -ending out invoices and paving statioi A specific proposal along this line has come from Reg Ri ol station Representatives Association. Put out about a the plan would work as follows: The agency, a ring announcement availabilities time with the stations or representatives, would issue an order to the Clearing House, listing all the stations for its S schedule. The Clearing House, ill turn, breaks this order d by reps and -ends a confirmatioi rep. Shorth • of the order the Clearing House lulls the agenej for the -tat _'t for the Super Soap schedule. The agency | one check to the Clearing Hous < liedule. After the Clearing Hous - affidavits from each tion running the Super Snap announcements, it breaks the - ule down by rep- and send- each rep a check covering 30 SPONSOR Agencies want standard availabilities form to speed buying of spot campaigns Nobody expects the standard availabilities form to revolutionize the buying of spot radio bul the common use of such forms [g a consummation devoutly wished by many time-buying executives. When the presure is on during the buying of a saturation schedule the lack of such forms slows down agency buying and, in some eases, may result in a station being by-passed simply because there is not enough time to process the variety of avail ability forms sent in by reps. In a particularly important spot radio campaign, when speed is important, agencies will either send out their own forms to be filled in or copied by reps or will dictate the form the availabili- ties schedule is to take. In one such case a large advertiser told its agency to abso- lutely ignore any schedule of availabilities that did not conform with its ukase. In this particular case the client asked for pro- gram logs marked up in a particular way. (The campaign in question was big and sudden.) One of the problems in setting up a standard availabilities form is that agencies don't always agree on what type of form is desirable. One of the largest ad agencies in the business would like availabilities marked in such a way that each day of the week is on a separate sheet of paper. Other agencies prefer one large sheel with days of Hie weei shown vertically and hoi the (lay shown horizon! a I ly. This latter method is, in effect, a program log, and is popular with timebuyera because the avail abilities picture is evidenl at a glance. Most timebuyera that the code of color checks, used by some reps, is helpful. A green check, for example, would indicate a program is available and, similarly, other colors would apply to participations, min utes, 20 seconds and I.D.'s. The reps, while they appreciate the agencies' problem, are not overly-enthusiastic about the standard availabilities form. Thej contend it would dampen selling and promotion. Tie' largei rep who often go to great trouble and expense to print up distinctive looking material on available shows ami announcement plan-, feel that a standard form would tend to bring all reps down to a dead, even level in the eyes of timebuyers. One of the top reps, who has his own standard form, will not mail it to an . but will always send a salesman over with it. After all, the reps say, we are salesmen, not information gathering agencies. Reps also contend that the talk of demand for a standard avail abilities form is exaggerated ami that a good tiniebuyer doeSC '1 need such a form. The agencies answer that while the veteran timebuyer may not need it, it is important for the lower ei he and inexperienced people in media departments. -k -k -k © Single group felt needed to replace scattered promotional efforts for spot Among the many proposals to strengthen the usefulness of spot radio to advertisers is one which wraps up all the others in one bundle. There is no one specific name for this proposal. It ranges from the simple expression of feeling that the more spot radio is pushed the more advertisers will learn about it all the way over to the proposal for a federated Broadcast Advertising Bureau with independent and competitive network, national spot and local divisions. (See editorial in SPONSOR, 20 September 1954, i A common thread running through all these ideas is that the various plans to strengthen spot radio — and that includes a spot radio information bureau, pushing efforts to train time- buyers, a central billing organization, the Crusade for Spot Radio, etc., should have a single, coordinating point or group. It is argued that spot radio promotion is too scattered and it is pointed out that when an advertiser or agency looks for information and advice on spot radio he should find it from one outstanding source. At present, the advertiser can go to BAB or the Crusade for Spot Radio or the reps. The proposal for a federated BAB grows out of a long- standing belief that BAB, as presently set up, cannot be specific enough in its presentations. This proposal has been given im- petus by the knowledge that the new Television Bureau will be set up on a federated basis. The TvB is a merger of the spot tv philosophy of the now-defunct Television Advertising Bureau and the all-industry plan of the NARTB. Proponents of a federated BAB agree that BAB has done an excellent job in pointing up the value of radio on the local level. But, say these proponents, when BAB makes a presentation to a national advertiser it cannot use hard-hitting material to prove the value of spot over network or vice versa. A federated BAB would have three sections, each of which would be virtually autonomous. The director of each division would have a good deal to say on the line taken by his sales- men. There would be a top man for BAB, of course, to see thai inch division follows policy set forth by the BAB board. He would settle disputes, administer the bureau and be closely in- volved in general radio promotion. The federated BAB proposal is too new to have caused much debate iii industry councils and it is not yet clear how much support it will have. However, federation spotlights certain unanswered questions. The biggest question — and possibly the only important one — is: Will it work? Or, to put it in another way, is a federate.! promotion setup with different divisions selling against one another a practical idea ? (Picas, turn to pa tic 94) 4 OCTOBER 1954 31 Maxwell House Instant bought "December Bride" on CBS TV for its family appeal potential. It's story of widow who lives with young couple Number oik' instant coffee is ouki- ,i H^ ometime tin- month \ou ma) finall) decide to order those choice t\ announcement spots \<>u have been plan- ning to l>n\ onl) to find < 1 i the) are no longer available, (2) no announcement time at all i- open, at least for a few days. If this happens it ma) Ik* because your markets ha\e fallen into the path ol an advertising hurricane launched b\ Instant Maxwell House Coffee. The brand has. heen adding new dimensions to the spot saturation technique — the best description of it coming out of General Food-, where the) fondl) < all their ad blast the "blitz." There is nothing radicall) new in attempting to saturate a market with an advertising campaign. Hut few campaij in recent years have produced anything like the commenl anion- broadcasters and coffee people created b) Instant Maxwell House's sweeping effort-. \\ herever you go, when the subject of spot saturation crops up. the first name men- tioned i- usuall) .Maxwell House. Because of the -u< of the Maxwell House ".lit/ this past Jul\. SFONSOB learned that the compan) plans another round — to break soon. Ware that the Instant Maxwell House success storj was of great interest to admen, SPONSOR sought to enlist the co- operation of General Foods in a stud\ of its approach. Although General Foods readily admitted the nature of the "blitz" and was proud of its number one position in the instant coffee race, its officials would reveal no detail- of compan) polic) or practice. Despite company reluctance. SPONSOR has been able to piece together a considerable part of the Instant Maxwell House story. It was possible to establish the following: 1. The "blitz" has been extraordinarily heavy, averag- ing about 230 t\ and radio spot announcements per market during a three-da) period. 2. Sales results were tremendous. 3. The "blitz" will be repeated. SPONSOR discovered, for example, that in Boston more than 1,000 radio and 330 tv announcements blanketed the market for a period of two week- this July . Several peo- ple in a position to know compan) reaction said the cam- paign was considered highl) successful. In S\ racuse, SPONSOR found, an am station this Jul. i .ir- ried a three-da) schedule of 115 announcements. In Dal- las -i\ radio stations pounded awa\ with 252 announce- ment- for a similar period, while three t\ stations aired 85 I.I)."-. In t\ alone. SPONSOR estimates, during the Jul) cam- paign some 940 announcements were carried 1>\ 32 sta- tions, while about 00 radio stations -bared in approximate- 1\ 3,250 announcements. The intensit) of these concentrated drive- can also be seen in the budgets -pent in particular markets. In the SPONSOR iies net iv and the spot blitz njle of short-term saturation on spo t tv and radio Denver three-day drive, for instance, SPONSOR found that about $4,700 was spent for tv and radio alone. Support- ing ads were run in addition in five newspapers. These figures indicate the nature of the powerful cam- paign that hit about 18 representative markets throughout the country beginning generally on 21 July 1954. In most cases three-day barrages were laid down; in some areas, as in Boston and Worcester, the campaigns lasted about two weeks. How well does the saturation approach rate? Here's what a Maxwell House official said concerning a Philadel- phia campaign of September 1953, sponsor learned: "You can use any superlative you want in describing it. It was a huge success that generated enthusiasm in our customers, sales people, and even had the competition talking about it. It turned the coffee into the fastest moving product in the business." Saturation broadcasting tries to accomplish two things: to reach as large a percentage of the viewing and listening audience as possible; and to stimulate quick buying through hard-hitting, repetitive sales messages sometimes based on a "special." When you consider that in the case of Instant Maxwell Houses July campaign there were sta- tions which had to turn away some of the account's billing because there simply was no more time available, you can see how seriously General Foods takes the concept of high audience penetration. In at least one case SPONSOR learned a station was unable to take on more than two-thirds of the billing requested via the agency. Benton & Bowles. Saleswise, these heavily financed campaigns do not rep- BLITZ INTENSITY There have been saturation campaigns before, but few if any to top the Instant Maxwell House 21-23 July tv and radio spot push. Where? — about 18 markets in the East, Midwest, South-Southwest, Northwest. X umber of Iv stations 32 X umber of radio stations 60 Total tv spots _ 940 Total radio spots 3.250 Average tv spots per market ._ 52 Average tv spots per station 30 Average radio spots per market 180 Average radio spots per station 54 Most tv spots on one station 65 Most radio spots on one station _ 115 (All figures are approximate.) BLITZ RESULTS Does saturation technique work? After the 21- 23 July "blitz*" company representatives, dealers and station men all agreed that Maxwell House had scored heavily, both immediately and for the long pull. Grocers' shelves, stocked for the blast, were swept clean before it ran its course. The following statement by a .Maxwell House official, referring to an earlier drive, is a vivid testimonial to the power of this kind of advertising: "You can use any superlatives you want in describing it. It was a huge success that gener- ated enthusiasms in our customers, sales people and even had the competition talking about it. It turned the coffee into the fastest moving product in the business." Another "blitz" is on the way, soon. resent the company's desperate effort to forge ahead in the instant sweepstakes. As its competitors know. Instant Max- well House has already reached the exalted position of number one in the field. For some time it has led all its rivals by a comforting margin. The "blitz" seems designed rather 1 1 I to hold on to leadership in those markets where Maxwell House is already number one, (2.1 to increase an already big share of the instant market, (3) to wean new customers away from regular brands. It is generally admitted that the Instant Maxwell House story is one of outstanding success. But the full extent of its leadership in a highly competitive field is not appre- ciated until a closer examination of its position is made with respect to both other instants and the coffee industry as a whole. General Foods, although unwilling to talk figures or specific markets, will agree that Instant Maxwell House is unquestionably in number one place nationally. Confirma- tion is to be found in a number of newspaper market studies of 1953 and 1954. For example, the 1954 edition of Consolidated Consumer Analysis, which covers 19 mar- kets, shows Instant Maxwell House holding first place in 17. Surveys of smaller areas show similar results; witness the Salisbury (N. C. I Post, which found last July that the (Please turn to page 116) case history 4 OCTOBER 1954 33 Does jour commercial make them want to biiv ? ::.: Schwerin lost socks to answer that on p iih novol win-a-prize approach p^/ lii-n lln- ie-eanh hov- |iu| radio and t\ commercials under the micro- scope, the) commonl) focus on find- ing mil two things: I a i what the con- sumer remembers about the commer- cials and i In i<> what extenl the con- sumer believes whal is said. In the former case, the idea is that no commercial ran be effective unless the rtiiMimri remembers clearly what it's all about. \ big Haw hen' is that even it the < onsumcr doe- remember a sales point, it's no proof he believes it. In the lattei case, the idea is that no coramen ial can be effective unless the consumer is convinced the sales points are logical <>r truthful. A big flaw here is thai the consumer does not always know the real reason win he buys a product. Emotion, not logic, is often the deciding factor. So the researchers I while not toss- in- overboard the use of remembrance and believabilitj data) are turning more to the probing of sales effective- ness "I commercials. Never mind whether the housewife remembers from a video commercials thai onlj Hausen- pfeffer pickles come wrapped in char- treuse foil. The question is — does she go out and huv Hausenpfeffer pickles because of the wrapper color? The search to find out what commer- cials will actually motivate people to luiv the product advertised is behind a new technique developed over the past three and a half \ears by Schwerin Research Corp. The effort to measure sales effective- ness in commercials is not new. The Daniel Starch organization, for exam- ple, came up with a method a couple ol vears ago (see "10 ways to improve your tv commercial," SPONSOR, 30 June 1952 I. The Schwerin people be- lieve, however that their technique of- fers certain advantages over previous efforts. Before going into the wins and wherefores of the new Schwerin tech- Carefully chosen sample gathers in theatre. Before and after exposure to commercials, audi- ence takes part in drawing for products. Each person indicates brand he'd like to win nique, let's see how it work-: It i- firs! of all an outgrowth of t familiar Schwerin method of attract- ing a roughl) representative sample of about 350 people from the metro- politan New "loik area to a private theatre and exposing this captive audi- ence to commercials and progi On-the-spot reactions concerning re- membrance, believabilit\ and like-dis- like factors are the raw material out of which Schwerin diagnoses commer- i ials and programs and recomn cure-, w here necessary . lo this setup. Schwerin has now- added an ingenious win-a-prize gim- mick. I pon entering the theatre each person is handed two numbered tick- i t-. one of which he deposits in a box. Vfter the audience i- seated, thi director gives a short talk. accoinpa- nied b) colored slides, to orient audi- ence members and make them feel at home. 1 hen the audience is told there will be a drawing for a prize, i In the di- rect mail which i- used to corral Schwerin audience-, the prize ofl an important element, i Each respon- dent has a checklist. Let's sav an in- stant coffee commercial is going t tested. The checklist will contain, may- be, live brand names. I See caption no. 1 on page 35.) The respondent i- asked to (heck one brand and to make sure he will pick the brand he really wants or would bin. he is told that the prize consists of a year's supply. The drawing i- held before the commercial i- shown. The commercial t«> be tested i- then shown, either in the advertiser'- own -how or in a special control program used regularlv bj S< hwerin. hollowing thi-. the audience i- im- mediatel) given a free response, or un- aided remembrance, test. Respondents are a-ked to write down, on a form i Please turn in page 1 1'> i SPONSOR Effect of advertising is isolated from other factors 1. Advertising's influence on customer can't be isolated in store be- cause of many factors acting on customer (like above), Schwerin feels. He therefore sets up situation in Schwerin test theatre which measures sales that would be made if advertising were only factor. Sales Idea X Strength of Presentation .{•iriliiUiri&l. 2. Most commercial testing evaluates strength of the presentation, or how well does the idea get across. New Schwerin technique stud- ies the sales idea as well on the theory that no matter how effective the presentation you won't sell if the idea doesn't motivate consumer. 3. For example, brand B's commercial above produced 42ly<1 higher remembrance than A's. Its presentation was "better." But A made many more people want to buy. One of its sales ideas, fact that brand had been proved by experiments, hit harder than all of B's sales ideas. -I. Heart of test is a d'av/ing for products, one of which is under test. Test audience learns one person will win big supply o* product. Each person checks name of product he would like to win. Then audi- ence sees program with commercials for test product, chooses again. 2 f. ,jj^Ml!l33£iMd :% * d ' * L* orsn: i Having Li or No Posi 3. The drawings before and after program are like a sales situation in a store. Subjects know they can win substantial amount of mer- chandise so they check the brand they prefer as if they were buying. After commercial, change in response, if any, can be measured. 4 OCTOBER 1954 6. The results vary. In cases above commercial does not increase people preferring test brand. Or it may turn people away from brand. Audience doesn't realize what its pre-choice and post-choice of brand signifies so response is good index of reaction to product. 35 Pictographs otic! captions continue next page fe Sponsor vaai Ivtirn which of his commercials is best Pro Choice • 1 1 1 % of Women ChOOVnq Beauty Product Commercial Commercia Commercial 7. Slide above shows cases where exposure to program and commer- cials made more people want test product. With this technique sponsor can tell if commercial creates desire to buy. He can also test one commercial against another to find the best approach. B. Repeated testing of same commercial before different groups produced consistent results. That's good indication results are sound. In three tests of beauty product 38' '< of women chose brand before seeing commrcials. Gains were consistent as you can see above. ■ ( 5.2O0 women buying 67,B<»0 I item* in JM supermarkets) ft. Schwerin avoids hazards of testing before or after buying through his coincidental technique. Pre-tests are difficult because shopper makes up mind in store 70' < of time. Testing after exposure to radio- tv is hard because people forget 60' r of what they learn in one hour. JO. Technique was used to compare effectiveness of 90- and 60- second versions of commercial aimed at kids. Long commercial pro- duced greater remembrance; short commercial created more desire to buy. Longer commercial runs one 30-second film sequence twice. ■iviijfriaL!i!jr\^.ji^']iiq^'».rit 11 r] ^■H . In Shov Pre ; | (Sam* Onponves p*' 100 Per von* 56 53 107 f f . Influence of program on commercial effectiveness is shown above. Audiences weren't sold when commercials were in shows A and B. But buying jumped when commercial was seen as part of a participation program. In show A commercial actually had a negative reaction. I — . In commercials tested above time devoted to positive story about product varied. Commercial which spent least time talking negatively about advantages over old methods was most effective. You can't generaliie about all copy from this and other cases cited. 36 SPONSOR Jf hree years ago, Sweet-Orr & Co. bought its first radio show. Although Sweet-Orr had been in existence for some 80 years, and radio had been around for at least one-third of that time, the two had never been formally introduced before 1951. Today, Sweet-Orr is spending an estimated $100,000 a year, all of it in spot radio and television. Is the men's work clothes manufac- turer glad it made the acquaintance of the air media? "Yes," says Clinton W. Sweet, chair- man of the board of Sweet-Orr and a grandson of one of firm's founders. "We feel radio reaches consumers in our largest markets more effectively than any other medium. It allows us to achieve consistency in advertising at a minimal cost." Although the firm guards sales fig- ures closely, Sweet adds, "We've no- ticed business has improved steadily since we began advertising. And we've had quite a few favorable comments on our air schedule from dealers as well as customers." Sweet-Orr's 1954 radio schedule has case history consisted of a series of 13-week one- minute announcement drives in its key Eastern and Midwestern markets. The present campaign encompasses 12 cities, began 1 September in eight mar- kets, two weeks earlier in the other cities. Television thus far has been confined to the New York area alone, where Sweet-Orr products are distrib- uted in 1.800 retail outlets. It takes about half the budget, however, to cover the tv in New York alone. When Ed Ratner. radio-tv director of Friend, Reiss began planning Sweet- Orr's first air campaign some three \ears ago, these are the factors he had to consider: • Although Sweet-Orr had distribu- tion throughout the country, it was stronger in some areas than others. This uneven distribution pattern meant a network effort would represent waste circulation. • Sweet-Orr's line of heavy-duty pants, shirts and jackets are worn by a variety of customers ranging from truck drivers and factory workers to the do-it-yourself crowd. Sweet-Orr (Please turn to page 98) 4 OCTOBER 1954 How Sweet-Orr translates trademark into spot campaign 100% of company's over-all act budget goes for spot drives in its key sales markets Dealers' signs were once main promotion effort Now Sweet-Orr uses commercials with tug-o'-war theme, firm's trademark. Transcribed pitches are set at fairground, enact strii/ii/h between six men trying to rip apart Sweet-Orr pants <- lasl two I .- 1 1 ■ -^ of hie : mile airplam trip across the U.S. (see map . Por stories on first three agencies ■ PO September, page 50, and 20 September, page '■'•' m\m visits five U.S. agencies «• Euald lonis. Detroit agencies are as it'iVrent as milk and iiiacliinikr> />v Keith Trantoiv GARDNER ADVERTISING Test kitchens and a Homemakers Panel are utilized by St. Louis agency for its big food accounts M* rom 1933 to 1948 one ol the national radio favorites was I oiii Mix and his Western Straightshooters. The man behind the radio serial for youngsters was Elmer G. Marshutz, who in 1933 was an account executive at Gardner Advertising Co., St. Louis. The year after he got Tom Mix on the air, Marshutz was elected president of Gardner which was then billing about $2.25 million. Today he's still president, but bill- ings this year should reach $20 million, of which 43% is in radio and tv. 1 was in Marshutz' spacious office and he was telling me about bow he got Tom Mix on the air. "I left my own agency to join Gardner as account executive on the Ralston-Purina account in 1928," he said. "One of my toughest jobs was selling hot cereal to kids. If kids wouldn't eat it. their mothers wouldn't buj it. Well, in those days Tom Mix was tops with kids. I thought it would be smart to use this living hero in comic-strip advertising." Marshutz signed Mix up, making him the first living person to be featured in comic-strip advertising. But putting Mix on radio posed a problem. "I oin bad a reconstructed palate: he was shot in the Spanish-American war. \ml the minute he came over the radio why, it was awful. His name was glamorous but not bis voice. "So we bad i" get a "double" [or his radio shows and do you know thai ever) last lim on thai -how spoken i Please turn to page 100) 38 CAMPBELL-EWALD World's largest-selling automobile, Chevrolet, is best-known account handled by Detroit agency ^ ampbell-Kwald Co.. Detroit, was the last of the five agencies 1 visited. It's about as big in billings as a combination of the previous four agencies I bad seen oj my cross-country trip. Last vear it billed an estimated $34 million with about $8.5 million in tv and radio. I carried away the feeling that Gampbell-Ewald is a conservative company. Ihe agent) seemed quiet, like a library; orderly, like an insurance office. M\ contact at Campbell-Ewald was L. T. Robinson, vice president of the agency. He"s been with Campbell- Ewald 32 years, until recently as copy director. No* he handles other executive functions. "There's a solid, stable core of oldtimers here. Robin- son told me. "About (>1 of our 411 employees have worked here more than 10 years — although about h of this number art- in clerical capacities. "Yet we have an active young group of emploj too. who lend ideas and vigor to the organization. I told Robinson that some of in\ New i ork advertising friends thought Campbell-Ewald bad a reputation for being a black-and-white media agency. "I'm afraid \our friends are wrong." he answered ""We've never looked down our nose at radio or t\. ' >i course, in years past, we have had a greater volume of printed advertising than radio advertising. In th< we didn't use radio heavil) as main of our ac- counts we're very heaw in the industrial and manu- factured goods field, a> you know didn't seem suited ia\r i Please turn to page \[V<< < SPONSOR DIER ADVERTISING Markets & media: Warren Kratlcy, media dir.; G. II. Shields III, v.p.; Trantow, and Chas. Allen, v.p.-merchandi.sing, To check show or spot content and transmission with on-the-air pictures. MONOCHROME The transmission of a tv signal which can be reproduced in gradations of a single color only, such as the first tv pictures which were black-and-white. irf iomirif HmitlhooU u ill In' reprinted iii hook form Ijtei the complete Tx Dictionary Handbook has appeared in installments in regular issues oj sponsor it will be reprinted in book form. The book is designed for your convenience as n irh? i-m e .• cost is $2 each. You may reserve your coin • by writing to Sponsor Services Inc., 40 East 49 St.. W York 17. MUSICAL < 1 ) Type of light entertain- ment show containing considerable portion of music and dancing. (2> Tv equivalent of a musical comedy. MUSICAL CLOCK Type of musical program with visual multiscope news pattern. Part of test pattern and clock. Music background frequently inter- spersed with film commercials. MUSICAL CURTAIN Music used at the end of a scene skit or a play as finale or curtain. MUSIC ROUTINE SHEET The listing of the musical numbers, acts and names of action on a non-dramatic show in sequence. MUTE NEGATIVE Picture negative of a sound film without the soundtrack. MUTE PRINT Positive film print of the picture part of a sound film with- out the soundtrack. 35 MM. Standard motion-picture size film, 90 ft. to the minute, 30 ft. to chainbreak. (See Film Information.) Anything under 35 mm is referred to as substandard film. 76 MM. Small size film currently be- ing used for most film commercials and kinescopes in tv and about one- third as expensive as 35 mm. (See Film Information.) N NABET National Association of Broad- cast Engineers and Technicians. Usu- ally tv cameramen, some soundmen and light technicians belong to NABET. NABAT National Association of Broad- casters and Telecasters. NAPA National Association of Per- forming Artists. NARTB National Association of Ra- dio and Television Broadcasters; the industry's radio association, including 85% of tv and radio broadcasters and the radio-tv networks. NARTB CODE Code promulgated and subscribed to by the members of the i Please turn to page 122 i 4 OCTOBER 1954 41 How low are network radio program costs ? They've rc^aeliecl :i plateau-point in gtMioral though soino shows are higlior this year *J n — t how l<>\\ i- the price tag on net- work radio programing today? In the effort to keep up with television's rise into the monetary stratosphere admen frequentl) lose touch with network ra- dio costs. The list starting at right spells < > ii t network radio's low cost, giv- ing \<>u the talent-and-production price on everj sponsored show in network radio through presstime. In general network radio costs in the past two years have hit a stable level though a number of major show- have continued to go down in price. Jack Benny is now down to SI 1. OIK) of them. Of other program types, newscasts and • mental ies < ome in for high sp< popularity, too. Nine quarter-hour news strips are bankrolled b\ individ- ual sponsors at an average cost of 82,895 a week, and eight weeklv quar- ter-hour program- at an average price oi $935 per show. In the five-minute news category, the heaviest user, S Johnson, peppers MBS with nearh 30 such period- each week at a time and talent cost for the package of 823.000. ^mong others, Chevrolet and Long bankroll several five-minute news weekly on CBS at an approximate tal- ent cost ol $551 1 ea h. Other leading show types on network radio shape up this wav : nine musical show-, -even quiz-giveaways. * Please tarn to page 74 < HIGHEST-PRICED SHOW Lux Radio Theatre $12,000 AVERAGE PRICE OF HALF-HOUR DRAMA $4,290 AVERAGE PRICE OF HALF-HOUR SITUATION COMEDY $5,987 AVERAGE PRICE OF WEEKLY HALF-HOUR QUIZ OR GIVEAWAY SHOW «j .g&fcrfmk. j:'i ff.V AVERAGE PRICE OF WEEKLY HALF-HOUR ADVENTURE OR WESTERN SHOW [ - AVERAGE PRICE OF WEEKLY HALF-HOUR MUSICAL SHOW $3,644 $3,750 $6,500 ,• AVERAGE WEEKLY PRICE OF QUARTER-HOUR NEWS STRIP AVERAGE WEEKLY PRICE OF QUARTER-HOUR DAYTIME SERIALS $2,895 $2^75 Tin shov • . .1 from i ,iii ;il ly on radio 42 SPONSOR &7&<^i3^J^ Charl lists onlj sponsored network radio shows. COSTS refer to average weeklj shov costs unless otherwise specified, covei talent and production only. Thej do aol includi commercials or til ;harj Costs are gross (include 1595 ag ssion to the i-li<;ut SYMBOLS: {Simulcast. tQuarter-hour cost. ^Five-minutt cost Costs are based on radio aetworls c paragraph which appears every other issue. S ABC Radio sponsored shows PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Betty Crocker 82.900 Women's service 5 min. 9/wk General Mills D-F-S Bill Stern 82.000 Sports news IS min. S wk Anhe-Jier-Busih D'Arcy Breakfast Club $3,05011 Morning \ariety 1 hr 5 wk RcaLemon; Switt; Rockwood — ra- dio only. Quaker Oats: Philco — simulcast Rutledge & Lllienfeld: JWT: Pr.ris & Peart: JWT: Hutchins Dr. Oral Roberts $1,000 Religious 3G min. I wk Healing Waters White Adv. Edwin C. Hill $2,500 News-commentary 5 min. 3 wk Philco Hutching reatest Story Ever Told $0,500 Religious drama 30 min. 1 wk Goodyear Tire &. Rubber Kudner Henry J. Tayloi SI. 750 News-commentary 15 min. 1 wk General Motors Kudner Herald of Truth SI. 500 Religions 30 min. 1 wk Church of Christ Martin & Co. Hour of Decision S2.000 Religious 30 min. 1 wk Billy Graham Walter F. Bennett Jack Berch 82.350 Musical 5 min. 5,'wk Prudential Ins. Calkins &. Holden John W. V undercook S2.000 News-commentary 13 min. 5 wk CIO H. J. Kaufman Lone Ranger S5.500 Western 25 min. 3 wk General Mills D-F-S Modern Romances S575t Drytime drama IS min. 5 wk Vick Chemical; Junket Brand Fcods More Int'l; Mc-E If. day Morning Headlines SI, 100 News 15 min. 1 wk P. Lorillard Y&R lonitor Views the News S350 News-commentary 15 min. 1 wk Christian Science Monitor Walton Butterfield My True Story S4.200 Daytime drama 25 min. 5 wk Sterling Drug D-F-S ISo School Today S900 Children's variety 30 min. I wk Table Prods. Co. Hoefer, Dieterich & Brown Olfashioned Revival Hour 81.500 Religious 1 hr. 1 wk Gospel Bdcstg. R. H. Albtr Paul Harvey S750 News-commentary 15 min. 1 wk Beltone Healing Olian &. Bronner Revival Time 8750 Religious 30 min. 1 wk Assemblies of God Walter F. Bennett Sheilah Graham Show 8500 Hollywood news 5 min. 2 wk. Seeman Bros. Weintraub Silver Eagle 84.000 Western 25 min. 2 wk General Mills D-F-S Space Patrol 83.500 Space adventurt 30 min. 1 wk Ralston Purina Co.; Nestle Co. Gardner: Cecil A Presbrey The World Tomorrow S750 Religious 30 min. 1 wk Radio Church of God Huntington Parmelee Taylor Grant 8750 News 15 min. 1 wk P. Lorillard Lennen &. Newell Voice of Firestone SI 8.000 Musical 30 min. 1 wk Firestone Tire & Rubber Sweeney &. James Voice of Prophecy SI. 500 Religious 30 min. 1 wk Voice of Prophecy Western Adv. Walter Winchell SI 7.500 i Commentary 15 min- 1 wk Grner. Watch; American Safety Razor Mc-E When a Girl Marries S2.850 Soap opera is min. 5 wk Carnation Co. Erwin, Wasey Whispering Streets S4.500 Soap opera 20 min. S wk General Mills; Seeman Bros. Knox- Reeves' Weintraub Wings of Healing SI. 000 Religious 30 min. 1 wk Dr. Thomas Wyatt Century [tides both ABC and MBS programs 4 OCTOBER 1954 (Listing continues on page 68) 43 RESEARCHER WARD (L.) DISCUSSES 600,000-CARD STUDY WITH MBS RESEARCH DIR. PUFF, RESEARCH MGR. STEIN (RIGHT) Pinpointing the radio audience: new MBS Ward study shows how Vtlmcn can now relate listening to activities from 6 a.m. to 1 1 p. in. ##urinii the pasl few years '"the in- dividua] listener" has been as indis- pensable t" the radio industry as "the : man i- ii> the politi< a] candi- date. \nci now .i resean li proje I the \\ ard Dailj l.i\ ing Habits Sur- vej explains, defines and analyzes this elusive figure, the individual lis- tener. Sponsored bj the M utual Bi oad< ast- ing System to the tune of $150,000, tin- Ml'." \\ ard data was in the proi ess of being tabulated and interpreted at sponsor's presstime. The information i ontained in ii is significant both For 44 the radio industry and for admen. For the first time, advertisers will be able to see a national stud) which traces the listening habits as well as the a< ii\ ities of indi\ iduals w ithin the fam- il\ throughout the day* Bj providing diaries Foi each person over -i\ years old in the families surveyed, the Ward stud) gathered data showing what in- dividual listeners do throughout the week b) quarter-hour time periods be- tween 6:00 a.m. and 1 1 :00 p.m. Thi~ surve) follows the individuals in a 7,000-household sampling around theii homes as t li<\ do hou-ehold chores, cook, dress: it follow- them in their cars to work and into public places like restaurant- and taverns; it follows them to school and on visits to their friends. In brief, here are some of the major statistics that the Ward stud\ reveals: Size of the out-of-home radio audi- ence listening during each quarter hour. This i- the largest and comprehensive out-of-home listening measurement the industry has had to date. I Like the subsequent facts high- lighted in this summary, this data can be further broken down b\ age groups, SPONSOR MORNING AFTERNOON EVENING Radio's TOTAL AUDIENCE Millions of People KEY Total Listening In Horn* listening iff H r_ e o 9- 10 10 11 11 12 12-1 12 2 3 3 4 4 5 5 6 6-7 7-8 8-9 9 10 10 II Ward study measures both in-home and out-of-home audience by pillions of individuals throughout day, as shown in sample chart hbove. Based on a typical weekday, Wednesday, chart above shows peak total listening between 10 and II a.m. and 6 and 7 p.m. Peak out-of-home listening is during lunch time between noon and 2 p.m. Complete MBS-Ward study shows individual listening 6 a.m. to II p.m. lex, geographic location.) Size of the in-home listening audi- •nce, as well as location of the radio et that the individual members of the amily listen to between 6:00 a.m. and 11:00 p.m. Activities of each individual in the amily by quarter hours, both while lis- ening to radio and when not listening. "We expect that it will take as long is a couple of years before the entire wealth of information contained in this study has been interpreted from every angle," Richard J. Puff, MBS research director, told SPONSOR. If a sociologist should find this Ward study some 500 years from now, he would have a pretty thorough pic- ture of American living habits today. However, the immediate and practical application of this study by advertisers is beginning to become apparent as the data emerges from the 3.300-pound stack of I.B.M. cards containing the survey data. Upon special request to MBS, advertisers and agencies can get information that will help them in spe- cific advertising problems. Here are just a few examples of the type of guidance admen can receive by asking questions relating to their in- dividual product-advertising situation: // you're a meat-flavoring manujac- in the kitchen. It's interesting to note that during the afternoon bed- room listening is greater than in morning. Full MBS-Ward study shows individual listening habits by '/) hours according to set location Chart below summarizes the radio-listening habits during a typical iay (Wednesday). Heaviest kitchen listening, for example, is be- tween 9:00 a.m. and noon, when 40.6% of total radio listening occurs DISTRIBUTION OF LISTENING - AVERAGE QUARTER HOUR ®. © © © © MORNING 9 AM -12 N AFTERNOON 6-11 PM 34.9 40 6 9.6 KEY (A J living room 14 Bedroom (C ) Kitchen 111 Other room in home ( E ) Other place outside ho 4 OCTOBER 1954 45 MORNING AFTERNOON EVENING Millions of People AWAY FROM HOME in AUTOMOBILES 9-10 10 11 11-12 12 1 1 2 2 3 3 4 4 5 5 6 6*78 15 9 10 II 11 i I |{ : tht Research Department, MvttuU Broadcatting Syitem Did you know that the automobile audience, nationally, is largest be- week-day. Advertisers can get complete day-by-day breakdown of tween 4 and 5 p.m. New York time? Chart above shows number automobile audiences by '/l hours between 6 a.m. and I I p.m. upon of individuals away from home in automobiles throughout a typical request from Mutual Broadcasting System, sponsors of the Ward study liner: Your advertising aim has often been to reach the housewife in the kitchen when she is preparing food. You realized, of course, that she w;i- likel) to be cooking sometime between 9:00 a.m. and 6:00 p.m. You did not know when, during the day, she does her shopping, when she's house cleaning, when she - -itting around reading and precisely when she does do the cooking. From the MBS-Ward study, you will he aide to find out. not merely during what hour, but during which quarter hours during the day, most housewives are preparing food. You will learn, for example, that only an average of some '.'>''< of the women listening to radio are eating or pre- paring food between 2:00 and 3:00 p.m., whereas some 'M)' , are doing so between I 1 :00 a.m. and noon. // you sell detergents: You've fol- lowed a pattern of morning advertis- ing, because you want to reach the housewife when bei mind i- on bouse ■ leaning. I lowever, the \\ ard stud) ma\ -how that mere's a considerable variation between ')-A)n to 10:00 a.m. and 10:00 l" 1 I :00 a.m. in terms of the percentage of the listening audience that i- bouse cleaning. Furthermore, by combining the ac- tivities data with the information the survey contains about the particular tadio set listened to during those ac- tivities (such .i- bedroom, kitchen. bathroom, living room, out-of-home), you will he able to pin down the type of house cleaning most women are do- ing during this time. In other words, a woman cleaning the bedroom or liv- ing room as indicated h\ the fact that -he- listening to a bedroom or living room radio while cleaning, would have little use for a detergent at that time. This study can make it possible for an advertiser to put "point-of-use" sell- ing into actual practice. He can now reach his potential consumers at the particular psychological moment when the consumers' activities relate to his product. // you re an agency nith a gasoline or tire account: You have probably been buying 6:00 p.m. newscasts, or else bunching your commercials dur- ing the early-morning and later-after- nono hours which seemed to you as the most likely times to reach men in their • ars. \n analysis of the Ward stud\ may show you that there are other time period-, such as 4:00 to 5:00 p.m.. during which a higher percentage of people are driving home from work. Or you may discover that an only slightly -mailer percentage of individ- uals arc driving to and from amuse- ments between 9:00 and 10:00 p.m.. .mil thai the lowei cosl or greater avail- ability of these time segments more than compensate for the somewhat -mallei audience. These are just three examples of the manner in which admen can apply the- information contained in over 600,- 000 I.B.M. cards which record thi suits of the Ward -ur\e\. Appropriately enough, the stud\ is subtitled the " l-\\ " study l \l \\ here. What and When |. The survey reveals for the fir-t time the activities of every individual in the family (ovei -i\ years old J from 0:00 a.m. to 11:00 p.m. bv qua hours. It show- whether these people are watching tv. listening to r. where they are doing so, and what they're doing while they're looking listening. It is based on a sample of 7,000 households, defined by Jim Ward as being representative of "all households, excluding only tra boats and institutions. ' The data that is even now ein< from the thousands of I.B.M. still being tabulated, substantiates and verifies several major premises upon which radio sales pitches have based during the last few vears. These arc some of the industry's most impor- tant claims that the W ard -tudv i out : i 1 I Radio aeeonijHinies its listeners timing all activities throughout tht day : It begins early in the morning when the family gets up and rises to a peak between 7:30 and 0:00 a.m. Dur- ing the next three morning hour- il [Please turn to page 112 46 SPONSOR A lot of people have been putting a lot of lids on radio. And WLW is flipping all the lids. WLW's share of the nighttime audience is up 72% in the last year!* What's happening? WLW radio has so much entertainment and selling vitality that no competing medium has ever been able to cap the WLW pressure. And that pressure is rising. Here, for instance, are WLW radio's Weekly Circulation figures: Daytime Nighttime Non-TV Homes 895,900 997,480 TV Homes 572,790 350,460 Total 1,468,690 1,347,940 This is WLW-Land— a vast market in which WLW radio reaches more people more often and more effectively than any other station or combination of stations . . . and at a lower cost per thousand than ANY other medium or combination. the CROSLEY GROUP '(Source: Nielsen) 4 OCTOBER 1954 WLW Radio WLW-A Atlanta WLW-C Columbus 1 WLW-D Dayton 1 WLW-T Cincinnati Crosley Broadcasting Corporation. Sales Offices: New York, Cincinnati, Dayton, Columbus, Atlanta, Chicago 47 whafs the SCORE} an informal pause for network identification, prompted by the timy fact that M LTl'AL is 20 years old in "54 ! Ml 1 I'M., youngest of radio networks, has observed enough of its elders' anniversaries to learn two things about such celebrations. ( renerally, the) are important only to the celebrant. And latel) . radio Festivities seem somewhat subdued — perhaps to avoid disturbing the newest family-member, TV Here at our house, tilings are different. Mutual was born different ... a four-market hookup laun< hed in ( )i lobci . 193 1 . .in ,i joint enterprise owned and oper- ated In its stations. Mutual was brought Up different. too ... besides being the- world's largest (and the only one wholly dedicated to radio), this is the network whose unique strength today is the- community-level strength ol half-a-thousand neighborly voices linked togethei through all the 18 states. rhat's why Mutual's 20th birthday is celebrated in the name ol 572 affiliates. Ea< h one plays an in< reas ingly vital role in the lively business oJ broadcasting— and to each one we are grateful. 1 Ins lively business means a constant How ol human sound, delivered d.w and night to welcoming ears everywhere— and grateful to our listeners. Within this How »>l i has developed a matchless means of selling a are we grateful to our sponsors! ()b\iouslv. then, the anniversary honors to radio stations, to radio listenei s, and to radio I tisers. This is likewise a time for an .mount!. each of these, ol the Mutual Network's 20 ress in sen i( e and in stature. Bare statistics can trace the outline: 1 572 . . . 96,000-watt power to 1.100.000. ..5 in advertisers' investment to over $23,000,000 a ' a clear pattern ol broadening, rewarding servi radio is too human a medium to be measured in »' and dollars alone. This fastest-growing ol all net I has moved toward maturity against a backgrouH surging public interest in broadcasting ... both IB and alter the advent ol TV. Here is the bask I Mutual's "score" in '."> 1. It may be common knowledge that, during fl I cl decades, U.S. radio homes have more than tibfl (20,000,000-odd to some 46,000,000 families) radio "saturation" is half again as great as in i 0 to over 96% of all homes today). But there is nori significance, we believe, in radio's advances >-TY. There are actually more hours of listen- Jlay than in '43 — and it is different listening, mHy more personalized, with car radios and port- esfor instance, comprising more than half the 00 new radios purchased this far in '54. Jiinly, the receiving end of this business is geared o kher medium can be, to go wherever the people flinty, Mutual's vast plurality of stations is ideally m, at the transmitting end, to mesh with the merest. How can we best gear our program and - TV ice for the next 20 years, to assure the kind of i>s which has characterized the past 20? Abig step toward answering this critical question aieady been taken. We are now studying the first i!i;s in the largest research project ever trained on Aierican habits in living and listening. For the t t|ne, we are learning the exact nature and scope sum factors as out-of-home listening, family com- n. and program tastes— in and out of TV areas. Tir heavy investment in this forthright research : c.ly testifies to Mutual's faith in the future of k radio ... it also finances a custom-made key luture. For years to come, we look forward to 1 1 that key and that future, in a truly mutual jvvith the everlasting trio of station and listener onsor. PRESIDENT ^~**~-» MUTUAL lOJDCA STING SYSTEM THE SCORE IN HOMES & STATIONS (1934-1954) MILLIONS OF U. S. RADIO HOMES 11^20.4 27.5 32.5 46.7 39.3 '34 '39 •44 49 '54 MBS AFFILIATED STATIONS y "247 121 572^ 518 '34 '39 '44 •49 '54 THE SCORE IN DOLLARS SINCE TV (1950-1953) $ MILLIONS OF GROSS MBS BILLINGS 16.1 17.9 23.2 21. 0 '50 '51 '52 '53 INCREASE IN MBS SHARE OF 4-NETWORK BILLINGS (% gain over '50) 45% 16% 64% '50 '51 '52 •53 4 ways you can use this valuable SPONSOR feature In every issue of sponsor you will find the handy, up-to-date listing of new to station grants which appears belou . Here's how this compilation can help you. 1. You can plan campaigns far in advance by check- ing on-air target dates given in chart. 2. frames of permitee, manager and rep for eck, nru c.p. and station make it easy to get additionall^a 3. List of all stations newly on air with comrr.da, programing during two weeks preceding issue is ha.* reference list to update timebuyers. 4. Box score at bottom of page is succinct sutm\h of tv's status. Includes total number of U.S. statio' ' III III DfClllfl Tf f. Veu* vKiiioiis on air CITY a. 8TATE JOPLIN, Mo. LAKE CHARLES, La. CALL CHANNEL ON-AIR LETTERS NO. DATE KSWM-TV 12 KPLC-TV ERP k. • Visual Antenna I NET (ft)-" I AFFILIATION STNS. ON AIR SETS IN MARKET* lOOOl PERMITEE &. MANAGER 26 Sept. 29 Sept. 59 53 510 440 CBS NFA Alr Tin,f lnc Austin A. Harrison, pre* gen. mgr. & film buyer 0 T. Knight, sis mgr Jack Langford chief mi Noel Ball. prod. mgr. Ronald Rotison t/*ns mgr. fvJPA Calcasieu Broadcasting Co. T. B. Lanford. pres David Wilson, gen. mgr Ptlhrm Mills, com mgr Bob Thompson, pom dir t film buyer William Shock chief eng Enid Norrtd. twliwl. ff. .\eti* construction permits CITY 4 STATE DETROIT, Mich. FORT WORTH, Tex. GRAND RAPIDS, Mich HUNTINGTON, W. Va. TAMPA, Fla. CALL CHANNEL DATE OF LETTERS NO. GRANT ON-AIR TARGET ERP ,> Grantees on air 7Y homes in U. S. ' 1 -tug. •5 \ ■ 3 I .OtlfiMOO 2».i US. homes with tv sets (1 '*> 1 1 u :,'•„ ••wr cp.'i and tLatlonj tjulnc ■ *. the air listed htrc arc thou •"-.-■ ' :■«* are ba on the air ■ KfTertlve radiated tvwvrr Aural ifuall? ii •«•«•- half the Usual a height alnrve tverace terrain i not s h and Pltcu radio >iatlon which I*, granted .. U i- k,. ihm-aIU too rarly to confirm i\ repnsottAUvM of ithm .cr*- the radio stations In this column i- number tnrludes sunt* to perm 1 tees who h- bad th< FCC 50 SPONSOR 4 IWew Business Getter the RCA TV Switcher TS-5A udds fades, lap-dissolves, uper-positions to spice up our commercials A MUST FOR YOUR TC-4A ! RCA's new TS-5A Video Switcher will give increased flexibility to your programming. If yours is a "Basic Buy" switching layout, where video control functions are centered around the TC-4A Audio/ Video Switching Console, the TS-5A will supplement your present equipment, greatly enhance the versa- tility of your station, give new spontaneity to your commercials. 5 EXTRA INPUTS PLUS 'REHEARSAL' The RCA TS-5A Video Switcher is a flexible two-unit equipment designed to mount in a single standard console housing. The push-button and fader panel may be located as illustrated or in the upper face of the console. The TS-5A is designed for color use as well as for monochrome. You are invited to ask your RCA Broadcast Sales Repre- sentative concerning the application of the TS-5A to your specific requirements, or write DepL J--64. RCA Engi- neering Products Division, Camden, N. J. FOR YOUR TS-10A! If your station already includes the TS-10A Studio Switcher and you need to provide for more inputs and rehearsal facilities — the TS-5A Switcher is the ideal answer. A typical arrange- ment of these two equipments will provide for independent studio rehearsal plus 5 extra inputs. HANDY AS AN INDEPENDENT SWITCHER! The TS-5A also may be used for independent switching systems where maximum program flexibility and economy are desired. The TS-5A can be conveniently mounted in a standard console housing adjacent to other console con- trol units. RCA Pioneered and Developed Compatible Color Television RADIO CORPORATION of AMERICA ENGINEERING PRODUCTS DIVISION CAMDEN, N.J. — TO iliIM IS! ratiiis 4 put1 rank Chart covers halt-hour syndicated filr »(,, i i Rink in Top 10 shows in 10 or more market* Period 1-7 August 19S4 TITLE. SYNOICATOR. PROOUCER. SHOW TYPE Average rating 7-STATION MARKETS N.Y. L.A. 4-STATION MARKETS 3 STATION * Boston Chi. Mplv S Fran Seattle St. L. Wash. Atlanta Bait . I f 1 Led Three Lives, Ziv |D) 22.:i 8.8 14.2 irabt 14.3 16.2 21.3 20.3 10.5 22.0 8.9 ran iv k-i*. u kf"ii iv kint ti kad tv wrih.v 6:00pm 0:80pm 8:30pm 10 m 1 *m 1030pa 72.3 76.8 9 M'lii 10:30pel 76.8 27.3 S it'ii ti , 7:00pm 1» 30fn | 2 2 3 Mr. District Attorney, Ziv (A) 19.8 7.6 7.7 knit r oopm 79.3 27.0 27.0 77.3 22.3 20.5 70.9 wbkb katp-tv kron-tr klmx-tv k-.l tv armal-tv 10 30pm m !> inn 10 30pm 3 » 714, NBC Film (D) 18.1 17.3 74.8 77.5 79.8 24.8 23.0 75.7 wnac-tv wen tv katp-tv kpli kil wnbw iim 8:30pm 9:00pm 9:30pm 7:00pm 74 3 12.0 ! wlw-a S :30pm 1» OOpr | 1 10 lt'.ivltet Syuutl, ABC Film, Showcase (D) 17.2 5.3 7.2 ki.li tv 10:30pm li pin 23.5 77.3 24.0 23.8 70.0 ti kirn t\ ktni 'v kuk-M 10:00pm 9:30pm 0 •", B SOpm 76.8 10 OOpn 5 I Favorite Story, Ziv (D) 16.4 8.8 9.3 wnbl km 73.8 73.0 23.5 7 7.3 77.5 9.9 mue-h kron-tv kn i wtop-ti 0:30pm 9:30pm 9:00pm 7:00pm S:00pm 10:30pm 72.3 uaga-tr lu iMjpm 6 5 lAberace, Guild Films (Mu.) 15.7 4.1 8.6 tvplx krop 7:30pm 7 30pm 75.5 27.0 27.8 23.3 8.5 wen h w. i o iv kwx !, 8:30pm '.i :30pm 'pm 7:00pm 6.3 Hi waga-lv trbal-t* 7:00pm 1« 3»pe. 7 7 Foi-c»inn Intrigue, JWT, Shel. Reynolds (A) 15.6 7 7.5 8.4 unlit knlih 10:00prr 75.8 6.5 76.3 7 7.8 20.8 72.5 wbz-tv wen tv kstp-tv kgo-tv kn . "urn 8:30pm 8:00pm 8:30pm « 1 Waterfront, UTP, Roland Reed (A) 15.2 74.7 kit v : 30pm 11.3 77.3 13.3 73.3 27.3 5.5 nrbz-tv kstp-tv kgo-tt U :00pm 9:00pm 9:00pm 7:30pm '.' :iopm 7:00pm 8.8 ! 9 » Cisco Kid, Ziv (W) 14.6 7.7 8.7 wnbt kabc-tt 6 00pm 72.0 6.4 78.0 78.0 70.0 vvii.n iv wbkb kn.ri Iv komo-lv 6:30pm 5:00pm 7:00pm : oopm 8:00pm 76.5 103 wbal-fT 9 8 Kit (arson, MCA, Revue Prod. (W) 14.6 9.7 kabc-tv ; 30pm 12.3 75.8 79.3 20.3 svnae-tv kron-tv kine-tv '. 00pm 4:00pm «00pm 5:00pm 8.5 7 7.3 "Own SilOpai Rank now Past* rank Top 10 shows in 4 to 9 markets i 8 linos 'ii' Andy, CBS Film (C) 17.9 4.2 12.2 in hs Ii knxt 2:30pm 8:00pm 78.3 22.3 6.9 kpix kiimiitv wtop-tv 7 :30pm 7 :30pm 7 :00pm 2 1 City DetCCtive, MCA, Revue Prod. (D) 17.6 8.0 knxt in 30pm 78.0 23.0 27.3 wbs-tv wr-co-tv kine tv 10:30pra 9:00pm 105 Ma ' 2 1 Inner Sanctum, NBC Film (D) 17.6 8.3 kttv 9 :00pm 72.2 9.3 76.3 wnbfl, wtcn-tv kron-tv 10:00pml0:00pm 10:30pm 4 1 2 Tone Wolf, UTP, Gro:s-Krasne (D) 16.9 8.9 76.8 76.8 22.5 wen tv kron-tv kine U" kad-tv 9:00pm ■ Opm B 30pm 10:00pm 70.5 5 1 1 Famous Playhouse, MCA, Revue Prod. (D) 15.1 8.8 4.5 uaga-tv wmar-i' I" ciiipm ll'OapBi e 1 1 7 1 Colonel llareh. Official Films, Panda Prod. (D) 14.8 2.7 In 00pm 67 74.3 77.0 7.0 wbkb kron-tr kine tv k 10pm 10:00pm 9:30pm 7:00pm 7 1 3 1 Heart of the City, UTP, Gross-Krasne (D) 14.6 7.6 8.4 wabd kttv S :00pm 10:00pm 7 7.0 78.3 weeo-tv kron-tv 9.8 10:30pm 8 ROffOl Playhouse, United Tv, Bing Crosby (D) I I.I 76.8 7.8 kpix 11:00pm ?i 1 1 Counterpoint. Uniied Tv, Bing Crosby (D) 1 1.1 6.0 22.8 7.3 4.2 wlikh kl '• * 10:00pm 8:00pm 10 10 1 Cowboy (i-Jlen, Flamingo, H. B. Donovan (W) 12.6 5.5 72.0 22.0 wbkb weeo-tv 6:00pm 2:00 "I'm 7 7.1 naaia 5 \ i . W iirated. halt-hour lcriKili. telecast Tlie tvoragt rating Is un unwelghtod avoraga Df Individual market r Willi 52 in four or itlnKs i 'i^lral -nore markt't* ahore. Blank ivs are (airly stahle from one month to another ir the markets In iihlrh tmi' ii leaaei axtonl with lyndlcstad shows. TTils should be b« in ana month to anuhrr in this rhart. MUIir- t.. 1 w.i. not rated at all In last chart or was in other than to| s they ar» shown, ne in mind wbao ast month's rhirt. • -- PONSOR . k «a taa • ISidDW i//j made for tv ■ lOrHARKETS 2-STATION MARKETS •fr.Mllw'kee Phila. Birm. Buffalo Charlotte Dayton New O. ■6.5 'mj-tv (Opm 25.8 wabt 8:30pm 45.3 when-tv 9:30pm 48.8 wbtv 9:00pm 78.3 whio-tv 8:00pm 39.8 wdau u 9 :30pm 012.0 Jill lv 9.7 wptz 10:30pm 22.8 Wb'T-IV 8 :30pm 35.3 wbtv 7:00pm 27.3 whv d 9:30pm 37.8 wdsu-tv 7 :00pm 1 313.8 70.0 wcau - 1\ 7 :00pm 23.3 wbrc-tv 9 :00pm 48.5 wbtv 9 :00pm 75.0 wlw-d 6:00pm 28.3 iOpm 7.9 wfil-tv 10:00pm 39.3 wbtv 9:30pm 8.0 wlw-d 0 :00pm 44.3 wdsu-tv 9:30pm 0 " 79.3 wabt 8:00pm 7.3 wbuf-tv 10:30pm 47.8 wdsu- 1\ 9:30pm 0 8.9 urau-tv 7 :00pm 23.5 wbrc-lv 8:30pm 7.3 wbuf-tv 8:00pm 40.3 wdsu-tv 9:30pm 33.5 '-n.i-lv 00pm 7 7.8 whio-tv 9:30pm = 24.3 ;opm 10.7 wcau-t\ 7 :00pm 7 7.3 wbrc-tv 6:00pm 32.8 wben-tv 7:00pm 76.8 wbtv 10:00am 1 8 73.5 wptz 6:30pm 76.5 wabt 6:00pm 26.5 wbtv 5:30pm 75.3 wlw-d r. :00pm I .1 44.8 wdsu-tv S :30pm 74.8 wlw-d 8:30pm 73.0 '-an-tv , ;?0pm 46.5 U.l-ll t\ :i :;n;,m 73.8 wabt 6:30pm 34.5 wdsu-tv 10:00pm « 7 7.3 8.8 wabt wbtv 6:30pm 1:00pm 42.3 \vdsu-t\ 8:30pm .i 30.5 »"jnj-tv 30.3 wdsu-tv 5 80pm 37.3 wdsu-tt 10:00pm .1 "P 33.5 wdsu-tv 10:00pm 7.; k-i "1 77.3 wtmj-tv 9 :30am 7 7.9 wptz 6:00pm 24.0 wbtv 5:00pm In ■ti Jlti rket is ins are market Pulse's { actually even tho wn. Pulse determines number by measur- received by homes In the metropolitan ugh station itself may be outside metro- The Off The Sucks In case you hadn't noticed, the halcyon days of television are fading fast. It ain't the penny-ante game it started out to be! As proof, examine the recently released figures on last year's TV expenditures. Network billings alone checked in at $227,500,000 ... and production costs exceeded 150 million. Man, that's big league cabbage no matter how you count it . . . and it calls for big league thinking whenever you compete with it. That kind of thinking is characteristic of Walt Framer Productions . . . more than twenty-five years of top level experience . . . with TV mainstays like "Strike It Rich" and "The Big Payoff" bearing the Framer banner. Whether you're working with box-car figures or a limited budget, let Framer's know-how work for you. For TV formats with a future, put your confidence in "America's leading independent TV producer" . . . always at your service. There or* a dozen new framer shows past the Idea stage . . . perhaps one Is tailor-made for you. Call usl wait framer productions 1150 AVENUE OF THE AMERICAS NEW YORK 36, N. Y. -OXFORD 7-3322 4 OCTOBER 1954 53 DEPARTMENT STORE MEAT SPONSOR Oal Stores \GEN< 'i : Direct HISTORY : tftei a recent promotion advertised o kl II (at a cost oj $270), the tponsoi on ilmi "<>m sales on promotional items which have I en so well presented on youi station have been exceptional. As an example ue moved 9,600 of the ti tables, a complete tell-out m /c>\ than four weeks. II e hut ///■■ success oj such promotions u in no small measure due o mn use <»/ 'shots' over Kl 1 1 . He u ill mint to ■ tin- use <>l 'spots in addition to out ting over ) <<»/ station." K \ I \ . Sioux 1 1 \ I'lJi IGR \ M : Announcements ww Alwlfe Ki»\ \. II n PROGRAM: Dollar a Second SPONSOR: Bargain Barn *GEN< Y: Bridges, Sharp & Associates CAPSULE CAS1 HISTORY: Russ Helton, leader of The Trailhands [Western quartet), wears the pants in his outfit. In fact, on the II Jul) program (shou is aired Sundays at I I a.m.) he wore some of the ■sponsor's punts and mentioned that they could l>c bought for $2 each. Only our of the program's foui commercials mis about the trousers, l>ut 1 12 pairs of them were sold as '. of families preferring it. UN \<)T\. Raleigh PROGK Wl: I GYM SETS SPONSOR: Pearlman's M.I \< ^ i I VPS1 II I W HISTORY: This Asheville store used one live commercial over It ISE-T) tise gym sets. \rt Pernitiz, Pearlman's sales matn. said. "The response to the announcement was we sold out the item before our shipment arrived. W had to reorder this twice, with a larger quantity rolled in each order. All in all. I'd say out more than 300$ above our expectations." 7 / the single announcement was S40. i /' fSE-Tl tally, is a uhf station, i WISE-TV, Vsheville, \. ( . I'KOl.K Wl: Annoon HAIR CURLERS SPONSOR: Weavei Products \GEN< V: Gn CAPSULE CASE HISTORY: Ti was the only used to promote Spoolie Hair Curlers after tfu duction in the Portland area. At first the sponsoi for daily participations on Friend of the FamiK f three weeks, but at the end of that period he • two announcements weekly for another two After about 35 commercials. Spoolies advanced froi J product with almost no distribution to a product • in ever) department, drug and variety store in with total business exceeding S82.000. Total A/*7I penditure by Heaver Products: $2,000. KPTV, Portland, Ore, PROGRAM: Friend of I AIR COOLERS SPONSOR: Hollis Furniture < o. \GEN< ^ ( IPS! II CASE HISTORY: In mid-May. Doug //< • opened his furniture store. Fight weeks later he 6e>« sponsorship of the Friday Owl Movie on k< (time cost is $92.50 an hour. r>2-time rata. "On opening night as sponsors," Hollis says, "ue the Essex lir Cooling unit. \ either this item, nor • place of business, nor our location had been pubSa in any other advertising media. The da) following ■ initial teleca.st ue sold out our complete stock oi Ei lir Coolers, more than 30 units. Further, we took, additional orders for later delivery." Ki EB-TV, Tulsa PROGRAM: Owl M The maze — of details involved in expert film processing presents no problem at Preci- sion. Skilled technicians, exclusive equipment, and expert research groups team up constantly to keep performance at the highest possible level. Precision-processed film is recognized by industry leaders— producers, directors, cameramen— as the finest in the field. Just one example of advanced film printing methods is the individual Printing Control Strip technique— available only at Precision. This Strip permits complete printing control without notching or altering the original film in any way— and may be filed for later precise duplication. In everything there is one best ...in film processing, it's Precision. P\R\E ION FILM LABORATORIES, INC 21 WEST 46TH STREET.' NEW YORK 36 N. Y £Mmmmmmmmmam I wmmmsmmmmmm mmmmmammmmm I ■■iPiiwiwwiwBwni% wmmmmmmmmmmmmtmmmmmmmmmmmmmammmmmmmmmmmmmm^ A division of J. A. Maurer, Inc. 4 OCTOBER 1954 55 HOOPER Tells the KC Story! k at these figures une 54 HOOPER :00 AM-12 N The picture has ■ changed! Ner A — 25.8 Ind A — 16.0 (Negro) KUDL — 13.4 Net B — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER SOON DENVER, TOO!! ■■■few : o That's the important thing. Ratings, ad- jacencies, programming, network, don't mean a thing if you can't increase SALES. CAN WJPS GET RESULTS? Here are just a few: Sterling Beer — Mid-Continent Petroleum — Coco-Cola — Purina Mills — Puffin Biscuits — Hesmer's Foods — Economy Super Markets — P. W. Burns Insurance — International Harvester — Red Bird Gasoline — International Salt — and many others that we will send upon re- quest. We would like to "Ring the Cosh Regis- ter" for you because we have the KNOW HOW. Let us prove our worth to you. Robert J. Mclnloih, General Manager linillNIlo lr Tkt Georg, f. Hollingbery Company 49TH b MADISON [Continued from page L3) Will \<>u please Bend us 50 copies of your 195 J Radio Ba-i< 3. Martin Giaimo Station Manager H JEF, Grand Rapids • Coplet of she 1984 Radio It ... . - .,,,,1 I. Basic* arr available free to subscrlbera. F.xtra COpieO, SOc iui-Ii ; 25 <»r miin- copie*. 20r . .i< It , lOO or more. 1 5c i-urh. SHOW PRIZES One <>f our clients, a manufacturer of occasional tables, is interested in giving awaj tables on radio and tele- vision programs in either metropolitan ana- or on network show-. We would appreciate it if you could give US names and addresses of two or three firms in the business of placing prizes with such programs. C. B. Davis Lavidge & Davis Adv. Knoxvitte • The foUowlng firm« will help place prizes on {Mveawavs: Spotlight Promotions. Inc., 123 W. tl St.. N. V.; VIP Service Inc.. 35 W. 53 St.. N. V.; Bandcr-Globus £ Assoc, 6277 Srlma-Cal. Bank Bide.. Hollywood 28. Cal. "A RADIO IN EVERY ROOM Evansville, Indiana MERCURY CALYPSO As subscribers and inveterate read- ers of SPONSOR, we read with interest "Spot radio's creative salesmen" in the September 6 issue [page 56]. Our interest received added stimulus when you singled out the Mercury spots as an example of a salient success in the spot field. Although the above article did not indicate that the Mercury spot was a musical commercial, the following is- sue 20 September carried a reprint picture of the Mercury Calypso lyrics with the caption that the musical com- mercial was written at Kenyon \ Eck- hardt. All credit is due Kenyon & Eckhardt for initialing the Mercury spot cam- paign and carrying it through with phenomenal success. But neither the Krics nor the music were written b) Kenyon v\ Eckhardt as you state, but bj Goldswan Productions, Inc. In fait, tin' Mercur) copj points were given out competitively to a number ol mu- sical commercial writers. Our Mer- lin Calypso u;i- among several we submitted. No doubt other writers did the same. Bui our Mercur) Calypso was the one -elected. In fairness i" ourselves and to our other agenc) clients, we would appre- < iate a ' "i if; lion of this credit. Know- ing how main agencies are among your subscribers, your September 20 article would lead our other agencj < liciit- to believe that we are taking credit for woik we did not do, which in any man's language i- indicative of lack of ethics. The musical commercial bus has had — and still has — a rather up- hill climb in gaining recognition as a respected medium of the advertis world. For that reason we cannot urge too strongly the need to credit the Mer- curs Calypso musical commercial to where credit is due: Goldswan Prodi* • tions, Inc. Thank you. Frances O'Brien Account Executive & Pub. Rel. Dir. Goldswan Productions New York TV DICTIONARY HANDBOOK We would be \er\ interested in ob- taining a copy of your Tv Dictionary Handbook for Sponsors which you sa\ is available free to subscriber- Your May issue indicated that the 1954 version is under preparation now — and no doubt it is not ready \et. But we'll be looking forward to re- ceiving it. Trevor I \ w- Pacific Natl. Advertising Seattle • The Tv Dictionary Handbook i* now l«.-ina run in installments. It will be available free to subscribers in book form later on. Extra .- $2. Kindly reserve in my name, at the address given above, one copy of the Tv Dictionary Handbook for Spons rs Frank C. Lepore XBC Film Director Veu York RESULT SECTIONS We wmild like to have, for use i" the Kenyon & Eckhardt library. < of the following publications: Radio Results. L954, h results, 1954 If this material is for free distribu- tion, we shall be greatly obliged if you will send it to us. Hi ii \ Gri i N Librarian Ki-n\ on cV.- Eckhardl Vew ) <>rA- • Copies of the 19S4 Radio Result! and ■• Results I kslets an- available fro. to subscribers. K\tra copies. SI each: 1 1> or more copies. 2~> or mora, 50r; lOO or nave, 35c. SPONSOR "One for the money... it C h a n n e Four to Grow! n This drama in four acts has had a continuous run ever since WSM-TV took to the airwaves as the pioneer station in this market almost four years ago — DR. PEPPER BOTTLING CO.: "After just six months on WSM-TV, sales of the six-bottle carton are double." FIDELITY FEDERAL SAVINGS AND LOAN ASSN.: "In the l1/^ years we've used WSM-TV our total assets have grown from $13 million to over $20 million." SO-TEN (MEAT TENDERIZER): "Just three one-minute spots on WSM-TV supplied enough sales leads to last for weeks to come . . . our salesmen can't keep up!" M AND M CANDIES: "Six months after buying a half- hour WSM-TV show our business is up 250% in this area, with jobber orders up as much as 600% in some cases." O'BRYAN BROTHERS, INC. (DUCKHEAD OVERALLS AND WORK CLOTHES): "Without doubt the best advertising dollar we've spent in the past 23 years has been on WSM-TV" You, too, can get into the act by contacting WSM-TV's Irving Waugh or any Petry Man. WSM-TV Channel 4 Clearly Nashville's # / TV Station 4 OCTOBER 1954 57 In the SOUTH'S fastest ffownq market/ FIGURES 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 WORLDS 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, the only TV sta- tion in Baton Rouge, with programs from .ill i networks, and our own highly-rated local show S Tom E. Gibbens Vice Pres. & Gen. Mgr. Adam J. Young, Jr., Inc. National Representative *Ejii Baton Rouge Pjriih.Suriey oj Buying Power, 19)4 {Continued from i> become a tv technique. As a result, Background ha- added to the immediaq the candor and the impact thai t\ can provide, a new warmth and personality. Not had ingredients, either. What was nio-t fascinating to me about the -how. which had its early rough spots, to be sure, was it- lack of veneer. Even the staff reporter- who appeared in the on-locatioa footage and the live pickups seem to have been selected be- cause they looked like Average Joe-. Quite refreshing! Whether attired in lalique- in Hanoi or in an open-collared shirt during a Mississippi electioneering opus or semi-formal (with -hue-) at a draftee-" going-awaj party, NBC or Mr Harsch or someone managed to pick guvs who look like they ju-t happened to he there rather than Madison Vvenue Fourth Estaters just dispatched from Electronics Headquarters. The result? For one thing the demeanor achieved in the people filmed and live on-camera was unstudied and authen- tic. This i- what made the -how. Something worth noting tor t\. the reporter — and perhaps a good hint tor t\. the advertising medium. The giggling shyness of ordinary peo- ple a- the\ face t\ camera-, the realilv of honest conversa- tion and authentic dialogue have never been -o fascinatingly revealed. 58 SPONSOR T. I story board A column sponsored by one of the leading film producers in television S A It It \ NEW YORK: 200 EAST 56TH STREET CHICAGO: 16 EAST ONTARIO STREET An entertaining jingl< tells the viewers to "Have \ Storz" in these highly imagina- tive commercials In Sarra. Vnimation and stop-motion techniques are used to em- phasize calorit control and the satisfying bitter-free taste ol Storz Beer. I )■< reminder to buy Storz in bottles, cans 01 a convenieni 6-Pack ends the sell. Produced l>\ Sarra for Storz Brewing Company through Bo/< II V- facobs, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street A beauty rinse for your clothes is the enticement mi forth to housewives in this animated commercial by Sana for "NuSoft." Ease of use and gentle action are stressed as the NuSoft fair) is shown fluffing up and softening limns, towels and other laundry widi a touch of her magic wand. A highly effective spot created and produced by Sarra for Laurel Products, Int. through McCann-Erickson, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street -L-Ui_.- *~Mj*SHI BE"* : H^ \^^J w t^ Bp** rr^' I A brand new series by Sarra for a brand new product, Club (. rackets! Shifting spot-lights focus attention on the new package, and the crackers themselves are high- lighted b\ stop-motion sequences. "An Exciting New f"aste In Crackers" is the theme emphasized throughout, and high style photography illustrates that the) can make any meal a festive occasion. Produced l>\ sum for Heckman Biscuit Co., Divi sion of L'nited Biscuit Company of America, through Ceorge H. Hartman Company. SARRA. Inc. New York: 200 East 56th Street Chisago: Hi East Ontario Street This 5 yeai winner is outstanding prool that 1 V commercials needn't be expensive. For when they're expertly done, they can be used again and again with effectiveness. Created by Sana lor Lucky Strike d\c years ago, this exciting commercial is now in its fifth season as the opening lor the "Hit Parade." Produced I>\ Sarra l<>t Mi. American Tobacco Company in collaboration with Batten, Barton. Durstine t Osborn, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street 4 OCTOBER 1954 59 a forum on questions of current interest to air advertisers and their agencies Is the use of "optical*" (i problem in today's film c*o»ni»ic»r<*tciI.v? THE PICKED PANEL ANSWERS GOOD OPTICAL TAKES TIME Ity Jay Bonafield RKO-Pathe, Inc., New York I lie filmed com- mercial is not a new device of the a«l\ i-rtiser for it has been used many years in certain small the- atres and in the motion - picture trailer which an- nounces coming attractions. For purposes of television, film com- mercials have undergone main changes and much experimentation. Opticals and optical printing have had much to do with the modern t\ commercial. Used intelligently, the optical can en- hance the value of the commercial. 1 ) i — < »l\ t-. wipes, fades and -plit-sereen opticals often help the continuity ol action in getting the sale- message across clearlj ami quickly. The oxer- use ol optical effects can confute the subjei t mattei and clutter up the over- all purpose ol the film. \\henr\ei an optical i- used it mu.-t be realized thai you are transferrin.: the picture image from original nega- tive t" dupe, thereb) losing some qual- it\ when the final print i- produced lor televising. Proper time musl be al- lotted tin the various steps necessarj to make the optical. First, .1 fine-grain |n hit musl he made from which th • opti al i- produced. Se ond, the fin -rain- 11111-t he > he< ked for propei densitj I efore being put tin ough th • optical printer where the effecl 1- < 1 e- aieil. I inalK . the dupe negath 1 onto which optical has been superimposed musl he -cut through the laborator) for development and a print. The above operations may require from three days to two weeks. There- fore the time required as well as the expense must be taken into account when deciding if the optical i- neces- sarj and if it will increase the value of the tv spot. Optical effects, like all other film elements making up a good tv com- mercial, must be chosen with care and artistic appreciation of the medium. HAVE THREE ADVANTAGES By Peter Keane Technical Director, Screen Gents, Inc, New > ork Opticals in tele- vision film com- mercials today are very neces- sarj because they achieve three im- portant effects for the client. 1 . Opticals make it possible to "say" a great deal in a short time. For example, if you want to show a woman awaking in the morning and thinking about all the work she faces during the daj it would take a long lime to get her into the kitchen, the laundry, the yard and upstairs mak- ing the bed and do this smoothly. I [owe> er, b) the use ol a w ipe or a dissolve each scene can he shown ' K in a heliex able fashion. \ iew- 1 rs u derstand and accepl this kind o| ( ansition because the) have been watching it in million picture- for It is a perfectl) acceptable hod "I getting from one scene to another. Actually, wipes are punctua- ii 11 k- in telling \ our story . 2. Opticals iic attention getters. Explosion wipe- or < lock wipes are used to attract and hold the attention of the viewer. The) can't he [i^e<\ con- stantly hut in their place the) serv< capture the viewer's e\e. 3. Opticals give variet) to film com- mercials. If six or seven commerciab of one product are produced at time it becomes increasingh difficult to turn out interesting commercial in such a series without wipe- or dis- solves. Variet) is needed to enh the \alue of the commercials. Naturally, such special effects as op- ticals do cost money and it does con- sume time to produce them. If there is am problem connected with optical- it i> the age-old one of monev . Mas- ters, which are special fine-grain. I -■ale prints on film with negative per- foration-, must he made. Experts then combine the various masters onto a dupe negative, creating the optical ef- fect- in that operation. The high de- gree of skill required in this work take- time ami the time of these skilled specialists costs money. \nd there i- something else to re- member about opticals. By the verj nature of advertising there i- a con- stant effort to improve and as a result changes trequentl) are made toward that end. Advertising film- go through cycles. One client ma) want man) gimmicks and opticals in their commei which ma) last for several years. Then the commercials are replaced b) iic- in which the spots are simple and the straight, homey, conversational type -ales message i- handled 1>\ convincing actor in one simple -citing. Meanwhile, other advertisers, having used a series of simple commercials, ma) switch to opticals. Thus, opticals provide the variet) needed in film com- mercials. 60 SPONSOR ANSWERS STARCH CRITICISM By Robert H. Klaeger Vice President in charge of production. Trans film Inc., New York I notice that in its August issue, the Starch News- letter on tv com- mercials reprint- ed part of an ar- ticle which had appeared in spon- sor. The spon- sor article said that, "A few years ago, four or five opticals in a 60-second commercial would have been considered a pretty elaborate job. Today it's not unusual to have as many as 10 to 12 opticals (wipes, dissolves, titles) in a 20-second film.'1 Said Starch Neivsletter: "Starch experience shows such production-hap- py commercials rank at or near the bottom of effectiveness level. Reasons — such rapid change of scenes and sit- uations confuse viewer who fails to grasp what is going on and attention strays. Further, most opticals are at- tention-getting devices and all mass communication research shows that at- tention-getting devices tend to call at- tention only to themselves — therefore away from sales message." In the first sentence. Starch assumes that 10 or 12 opticals will automati- cally create a "production-happy" com- mercial, but does it? Does he know, for example, that each title appearing on the screen constitutes one optical, and that when it disappears it consti- tutes another optical? With this in mind, it's easy to arrive at "10 or 12" opticals, if you also consider the ac- tual scene changes. But let's assume for the moment that the most horrible example of this would be 10 different scenes in a 20- second commercial and that each scene is in a different part of the world. Would you be able to identify all of the.-e places as they flashed on the screen for two seconds each? Prob- ably not, but if we superimposed (dis- solve in, dissolve out — two more opti- cals) over all of these scenes a TWA plane and the copy said that TWA covers the world and can take you to places of your dreams in a matter of hours, we would make a good commer- cial. The plane would be the connect- ing link that would tie together all the {Please turn to page 124) It's results you're after . . . Ask your H-R Television man. He has the answer . . . and it concerns the success a top advertising agency had with a national product using WFBG-TV as a test station. Results were frankly surprising in this Pennsylvania test area between Pittsburgh and Harrisburg. and get with WFBG-TV Channel 10 316,000 Watts OTHER PLUS FEATURES: Television Homes 447,128 Families ...651,267 Population .._ 2,280.525 Effective Buying Income .._ $2.9 Billion Retail Sales $2.1 Billion The Gable Broadcasting Co. Altoona, Pa. ABC • NBC CBS DUMONT (Basic) (Interconnected) National Representative, H-R Television, Inc. 4 OCTOBER 1954 61 7:30-7:45 P.M.-NEWS OF IHE WORLD-FOR MILES LABORATORIES, INC. 7:45-8:00 P.M. -ONE MAN'S FAMILY-FOR RADIO CORPORATION OF All You can have a greil 8:15-8:30 PM -FRANK SINATRA SH0W-F0R THE TONI CO., DIVISION OF THE GILLETTE CO 830-9 00 P M -WALK A MILE- FOR R J. REYNOLDS CO. (CA 9 00 9 30 PM -YOU BET YOUR LIFE-FOR DESOTO MOTOR CORP.. DIV OF CHRYSLER CORP. 9 30-1 0 00 PM. BIG STORY- FOR THE AMERICAN TOBACCO CO (PALL MALLI 8:00-815 P.M. DINAH SHORE SHOW FOR CHEVROLET MOTOR DIV.. GENERAL MOTORS CORP. e, too, Wednesday JL his Fall, every Wednesday night program on NBC Radio is a long-time favorite. Each one in this line-up has stood the test of time . . . against all competition . . . for an average of 13 years on network radio! Year after year, these programs have paid off like clock- work for a wide variety of advertisers. At this moment every show is sold except one. You can have this wonderful time because the Great Gildersleeve is back this year in a brand new sales format. You can buy as many or as few one-minute participations as you need. You can also buy "Gildy" as part of the Three Plan when you want morning, afternoon and evening round-the-clock coverage. And you also get the audience carry-over from the high-rated Fibber McGee & Molly Show. Wish you were here? Call your NBC representative now for full details. And on Wednesday night you'll find yourself in the dis- tinguished company of such advertisers as Miles Labora- tories, Inc.; Radio Corporation of America; Chevrolet Motor Div., General Motors Corp.; The Toni Co., Division of the Gillette Co.; R. J. Reynolds Co. (Camels) ; DeSoto Motor Corp., Div. of Chrysler Corp.; The American Tobacco Co. (Pall Mall) ; Prudential Insurance Co. of America; and Armour & Company (Dial Soap). All on [jjht... RADIO A SERVICE OF 00-1(5 P.M.-FIBBER McGEE & MOLLY-FQR PRUDENTIAL INSURANCE CO. rfERIC RADIO CORPORATION OF AMERICA. ARMOUR & COMPANY (DIAL SOAP) 10:15-10:30 P.M.-THE GREAT GILDERSLEEVE-FOR YOU 'Sisters of thv Suds' convention tlrancs f ,300 women • HI 1 VWI UK hFiy%5.k\sk Inside the convention hall "Sisters of the Suds " meet, while outside their husbands protest •Time Buyers Kegister' now in sixth edition I In- -ixtli edition of the semi-annua Time liuye/.s Register, listing moi than 2.000 timebuyers and 6,000 counts for which they buy time, ha been issued b) Executives Radio-'l Service, Larchmont, N. Y. More than l.(KX) agencies cooperat > (I in compiling the new edition. Jam.- M. Boerst, publisher, said. He *an the publication lists the specific time buyer for each account, adverti agency information and an index. * * * Crosley uses radio to sell its television set* Crosley is using radio to -<-Il it* television sets this fall. Fred Gregg, director of advertising and sales promotion for Croslev radio and television, said his companv b| sponsoring the football Game of th, Week over NBC Radio. Tied int. broadcast sponsorship is a consumer < ontest handled through Crosley deal- ers. Supplementing the firm's radii. advertising is national magazine ad- vertising. * * * More than 1,300 housewives showed up at a convention of KSEO radio lis- teners held in Durant, Okla., recently. The housewives are listeners to KSEO's Dishwashers Serenade, a mid- day hillbilly musical program. A few months ago Bob Shaw, who conducts the program, and Lero\ Moses, station manager, decided to organize a club of listeners to be called the "Sisters of the Suds." Within a few weeks over 2,000 membership cards were issued. When Shaw asked his listeners if they'd like a convention, hundreds of litters poured into the station. A date was set and the mayor of Durant. Charle- F. Fuller, declared it "Sisters ..I the Suds Day" in an official procla- mation. The convention was held in the .unlit. niiim nf SE State ( • dlege. National sponsor- participating in the convention included Wilson \ Co. i meat packers I, lli-< Part) Punch, Big [op Peanut Butter and Fi ito's. "The onlj bitch in the proceedings," said Moses, "was when a group of Durant men picketed the convention . laiming thai the) should be allowed tn join 'Sisters of the Suds' because the) . too, w ashed dishes' I see pi< - hire I . * * * ( Its aifiliates shotc up at Chicago with promotion pieces When the 150 CBS affiliates met in Broadcasting Co. promotion piei i il to r. i Howard Meagle. prom, manager of WW\ A. Wheeling: Arthur Schofield, advertising and promotion manager of Storer Broadcasting Co.. and Dave Mayo, promotion manager of W VGA, Vtlanta. * * * Chicago last month they each brought with them their collections of adver- tising and promotion pieces. Don Da- vis, vice president of K.MBC. Kansas City, collected the display. Looking at some of the Storer WAGA STORER BROADCASTING CO. Storer Broadcasting Co.'s Howard Meagle, Arthur Schofield and Dave Mayo with promotion WBRC «8* I AUDIENCE PROMOTION £U^ i,~200 3 "m M •_ REPORTS i3k -2T; J ■g'ea I*''* Jrtffi 64 SPONSOR i, novo to sponsor Houston I football for third year Continental Oil Co. is sponsoring I radio broadcasts of all 1954 Uni- ,rsity of Houston football games on |'„BS, Houston, for the third consec- ir vear. In the picture, Dr. M. S. Hattwick •enter I . director of advertising for onoco, signs the contract for the ouston games while Bob Byron (1.), .LBS sportscaster, and Harry Fouke, H director of athletics, look on. *** olor tv set sales given timulus by tv stations To stimulate interest in color tele- ision sets, two tv stations in different tions of the country recently staged pecial color tv showings in conjunc- n>n with NBC TV's Sunday evening Spectacular." W TVR, Richmond, held an open louse Sunday evening and invited all ts viewers to attend. The event was lublicized through mailings to more VV M B G W 1 T is was length of line 90 min. before opening than 1,000 dealers in the WTVR area, on-the-air announcements and news- paper ads. An hour and a half before the studio doors were opened a line two blocks long and several persons wide had formed (see picture). WTVR officials estimated that between 3,- and 4,000 people toured the station. Meanwhile, WKY-TV, Oklahoma City, held an invitation showing of {Please turn to page 124 1 4 OCTOBER 1954 65 "As a time buyer I shop be- fore I buy . . . I look for ratings true . . . but, what is equally impor- tant, I look for experience . . . past results . . . coverage . . . cost . . . WNHC-TV has, in my opinion, all these sales tools. Their market and population concen- tration certainly put them up near the top in family buying power as well." JOE LINCOLN MEDIA BUYER YOUNG & RUBICAM, INC. In New England WNHC-TV talks to more than 3]2 million people. People located in the Nation's production and business center . . . close to their think- ing, their cultural interests and . . . their pocketbooks. Ask your KATZ man WNHC new haven Connecticut agency profile \ati Jfiarq u « n a Tv Producer and Director William H. Weintraub, New Yorr Can a woman put over a cigar < ommercial? She sure can. Just ask Nan Marquand, one "I William Weintraub affiles 's ra52. ^mong shows that she's worked on durin. past two \ears are the Carrouay Slum for Knox Gelatin and K.i /'// Buy That for Seenian Bros.: ) our Show of Shows, tor k (,arr\ Moon- for Seenian Bros.: June Froman Show for Revlon. "People keep talking about how much color tv will do for fashion and cosmetics products," says \an. ""But actually, it will probablv make the selling of any consumer product a great deal easier. Color t\ implies a whole new concept of \ isual sellin. technique in which color patterns or art forms may take the plw audio hardsell." Nan. who was a Broadway actress before she became agenc) pro- ducer, looks at the air media from a cold, calculating bus standpoint. "When I object to high-pressure sales talk in a t\ commercial. I m not doing it because I'm getting arty," -a\s she. "Its just thai - clients occasionally forget the strong impact of \ isual demonstra- tion. \nd there comes a point when excessive audio can detract from the \ideo and make an irritating rather than an effective commercial. Its up to the agency copy and radio-h production people to find the right balance between audio and video." \- producer .it an agency billing at the rate of $20 million in 1954, Nan has had ample opportunity to test her theories, \nother pel theor\ of her- i- the need for more "actor's directing" rather than mere camera directing in television. "Have you run into any difficulties in your job because \ou"re a woman?" sponsor asked naively. "No. I've never thought it a difficulty." See picture above for reasons. * * * 66 SPONSOR I ~~" . . - - - Is This "COVERAGE"? WKZO— KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA. ILLINOIS 3-Jmcoln-Land is Nebraska s other big market. It has about half the state's population and half the wealth, and most of its 186,000 families are available via KOLN-TV only. The map tells the story. KOLN "TV C0VERS UNC0LN-LAND-NE3RASKA'S OTHER big market CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA ABC f©J DUMONT c4verif-Knodel, 3nc, Cxclunve ^National J(epre£entative* 4 OCTOBER 1954 67 C'ltS Itailio sponsored shows [Continued from \>atic 13) PROGRAM WFFKl Y COST TYPF LENGTH SPONSOR AGENCY Html Jackson 9550 Ulan Jackson 92,250 tmos W tnd) SI 0.500 Art l.inklett, r\ linns, I'nrts SO. 000 iunt Jenny 93,000 Brighter Das 92,850 Choraiiers S 1.000 t it) Hospital 92,500 < orliss Ircher 93,200 (art Hassey Tim, SI 0.000 Douglas Edward* S550 Ed. Bergen-Chas. McCarthy S 11.000 Edward K. Murrou SO. 250 till in Peace £ » ar 93,900 Galen Drake S1.375t Galen Drake 9350 Gene Antry $5,000 Godfrey Digest S3.750J Godfrey Time Sl.800t S3.705ii Godfreys Talent Scouts 920,000 1 Guiding Light 93,000 Gunsmoke $3,250 Hallmark Hall of Fame S 1.000 Hilltop llon.se 82.800 Jack Kenny SI 1.000 harry LeSueur S550-~ Ma I'erkins S3.250 Make Up Your Mind S2.875 Lowell Thomas S7.250 W. little Margie S3. 750 Our Gal Sunday S2.300 Onr Miss Brooks SO. 500 I'errs Mason S3. 500 Rhythm on the Hood SI. 000 Road of Life S3. 250 Renfro I alley Folks S2.000 Robert Q. Lends S2.000 Robert Trout S550 Romance of Helen Trent S2.800 Nmn n. n Situation comedy Daytime variety Soap opera Soap opera Musical Drama Situation comedy Musical News Comedy variety News-commentary Detective drama Musiral variety Commentary Western variety Variety Morning variety Musical-variety Soap opera Western drama Drama Soap opera Comedy News Suap opera Panel quiz News-commentary Situation comedy Soap opera Situation comedy Soap opera Music-news-variety Soap opera Rural vanity Musical variety News Soap opera 5 mm. 3 wk 15 rain 5 wk 30 min I wk 30 mm | wk IS min 5 wk 15 Bin. 5 wk IS nln 2 wk 30 min. I wk 30 min. I wk 15 nln. 5 wk 5 min. 3 wk I hr. I wk 15 min. 5 wk 25 min. I wk 50 min. I wk 5 min I wk 30 min. I wk I hr. I wk 9C min. 5 wk 3G min. I wk 15 min. 5 wk 30 min. I wk 30 min. I wk 15 min. 5 wk 30 min. I wk 5 min. 6 wk I " "iin 5 wk 15 min. 5 wk 15 min. 5 wk 30 nip. I wk 15 mm. 5 wk 30 min. I wk 15 min. 5 wk I hr. I wk 15 min. 5 wk 25 min. I wk I hr. I wk 5 min. 8 wk 15 min. 5 wk Chevrolet Metropolitan LIN CBS Columbia (alt wfci) Lever: Pllltbury: Kellogg: Dole Pineapple Levi Bros. PAG Longines- Wittnauer Carter Prods. Carter Prods • Tom Co Ml es | abs Art'lean Tobarco Kraft Foods American Oil Co : Ford Motor: Hamm Brewing Wrigley Co. Calgon Tastl-Diet Wrigley Co. Bristol-Myers Campbell Ewald YAR Ted Bates BBDO: Leo Burnett. Ay* FCAB YAR Victor A. Bennett Ted Bates Ted Bates: Leo Burnett Gecffrey Wade SSCB JWT Jo-eph Kate: JWT: Cae«k* Mlthun Arthur Meyerhpft Ketchum. MacLeod a. Grove Sidney GariloM RAR DCSS (S_e RcJio C mpa-ijrjph this issue lor list of Godlrey Themis J Lipton PAG Ligoett A Myers Hall Bros. Miles Labs American Tobacco L engines- Wittnauer PAG Continental Bakir.g Kz.se--Willys Philip Morris Whitih.-.!l Pharmaral Tcnl Co: Whitehall Pharmacal PAG American Oil Co. PAG Gamral Foxls Ne' i Csirp . : Helene Curtis: Van Camp Chevrel. t Amc-ican Home Prods.: Toni Co. YAR Compton CAW FCAB Geoffrey Wade BBDO Victor A. Bennett D-F-S Ted Bates Ewell A Thurbr- Blow John F. Murray Weiss A Geller: John F BAB Juvph KaLr Com cton FCAB BBDO: Gordon Best: Bril Wheeler A Staff Campbell- Ewald John F. Murray: Leo BurwaM / - 68 SPONSOR 3 3 o o . si — ■ * *■ 3" -. 3 ■" s * no a O ( (5 Poo-. O 2. -" - a a = ?3 a Z ~ Q ■* — . 3 ■» _ ^ rii: 3- z "5 Q 3 < *L Hi — tnphonette This it ^ora Drake Two for the Minify II «-ii Warren ) mi n g Dr. M alone S'» 7(M( Smp °«cra i'i mm. 5 »k S.'l.OOO Soap op',,a ' ' min ' *k N.;. !.*>(■ Drama 30 mm I »k S2.IOO + Musical quiz I hr. I wk S7.200 Musical 15 mln. 3 wk Sit (HH) Soap "i'"'1 ' ' min. 5 wk SI 2.0001 Qulz 30 ■'■■ ' *k S3 250 S rial & news 5 mm 5 wk S2 H.IO Smp 00"ra ' ' min- ' *k P4G General Foods Armour Carnation Co. Quality Goods Mtrs. : Exquisite Form: Whlt-hall Pharmacal Longines- Wittnauer Bristol-Myers; Tonl P. Lorillard 1-iG: Armour P4G BAB Y4R Henri. Hurst 4 MrOoul, Erwin. Wases Grey: J. F. Murray Victor A Bennett DCSS: WelM 4 Gellar Lenne-n 4 Newell Comoton: Henri. Hurst 4 I Ce.mpton MBS sponsored shows PROGRAM WEEKLY COST TYPE LENGTH SPONSOR $1,850 Religious 30 min. 1 wk Christian Ret. Church $2,000 News 5 min. 5 wk Johns- Manville $1,200 Quiz 15 mln. 5 wk Miles Labs See note § News 5 min. j wk S. C. Johnson $00 note § News 5 min. 5 wk S. C. Johnson $530 News 10 min. l/wk State Farm Mutual $ 1 .000 Musical 15 mln. 2 wk Coca-Cola Multi-Mes- sage Plan* Mystery drama 30 min. 1 wk R. J. Reynolds: Lemon Prods: Bridgeport Brass See note § News 5 mln. 2 wk S. G. Johnson S750 Religious 15 mln. 1 wk Dawn Bible Students Association See note § News 5 min. 5 wk S. C. Johnson $2,600 Aud.-partic. -variety 25 mln. 5 wk Florida Citrus Ccmm. S 1 .500+ Commentary 15 min. 5 wk Beltone Hearing $2,500 Sports commentary 15 min. 1 wk General Tire Co. SI. 2 00 Religious 15 min. 1 wk Wings of Heatlrg S 1 .500 N ws-commentary 15 min. 5 wk AF of L See noli- £ News 5 min. 5 wk S. C. Johnson $2,000 Humorous commentary 5 min. 5 wk Block Drug S500 Sports news 10 min. 1 wk State Farm Mutual $1,250 Commentary 5 min. 2 wk Credit Union $700 Religious 30 rrin. 1 wk Lutheran Laymen's League Multi-Mes- sa|£e rim Detective drama 30 mm 1 wk R. J. Reynolds: Pan American Coffee : Lemon Prods. $1,000 Commentary 15 min. 1 wk Mutual of Omaha S5.500 Audience partlr. 30 mln. 5 wk P Lorillard: Lettuce. Inc. AGENCY Hack to Cod Hour Hill Henry Break the Bunk Capitol Com mentary (ceil Brown (nil lira u 11 ( oke Time tcith Eddie Fisher Counterspy Everett Holies Frank & Ernest Frank Singiser Florida Calling Gabriel Heatter General Sporti Time Global Frontiers Harry Flnnncr> Holland Engie It Happen» Every Dm Jack BrickhouMt Lome Green Lutheran Hour Official Detei tin (hi the Line icith ( onsidine Queen for a Dm Glenn- Jordan- Stat tie! JWT Geoffrey Wade N«tdham Louis 4 Brtrby Needham Louis 4 Brerky Ntedharr Louis 4 Brerky D'Arry Esty: Mc-E Necdham. Louis 4 Brerky William Gleeson Needhair. Louis 4 Brerky JWT Olian 4 Bronner D'Arty Century Adv. Furman. Feiner Needham. Louis 4 Brorby Emil Mogul Nredh.-.ni. Louis 4 Brorby JWT Gotham Ads. Esty: C4W: Mc-E Buell 4 Jacobs Lennen 4 Newell: John Cohaa / iting continues on pa<)r 7'2^ 70 SPONSOR *7/ecvi ofr Tfeurt c?pM4l««S- Watery drama .sage Plan* Treasury Agent Multi-MeS- o.tect.ve drama sat£(> Plan* Voice of Prophecy 81.500° R«»«iou. Wild mil Uickok $5,500 Wes,trn 5 mm 6 wk 30 mln 2. wk 3C mm I wk 30 m.n I ok 3', mi I ok 30 min. l/wk 3C nln 3 wk S. C IfJJBMa QuJeer Oatl Ltmon Prols ; R. J. R ynoldv Florida Citrus R. J. Rtyrolds: Florida Citrus: Limo-. Prods. Pr.n Amrrlran Coffee: R J. Rey- nolds: Ltmon Prods Voice ol Prophecy Ke'ogg Co. Needham, Louts 4 Brtrt) Wherry Baker 4 Tildea M: E: Esty: JWT Esty: JWT: Mc-E CiW : Etty; Me-E Western Adv. Leo Burnett NBC Radio sponsored shows PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Alex Dreier SI. 500 News-commentary 15 min. 5 wk Int'l Harvester Y4R Backstage Wife $2,500 Soap opera 15 min. 5 wk P4G Y4R Hand of America $6,500 Musical 30 min. l/wk Cities Service Ellir.gton Big Storr $5,000 Drama 30 min. 1 wk American Tofcacco SSCB Bob Hope $11,000 Comrdy-variety 30 min. 1 wk A-rtr can Dairy C.-.mpbell-Mlthun Break the Bank $1,200 Quiz 15 nin. 5 wk Miles Labs. Geoffrey Wade Dinah Shore $5,000 Musical 15 min. 2 wk Chevrolet Ca-pbcll- Ewald Dragnet $5,500 Mysttry-dctection 30 min. 1 wk Licqe'.t 4 Myers CiW Fibber McGee & Moll* Three Plan** Frank Sinatra S.t.500 Front Page Farrell $2,750 Gillette Cavalcade of Sports $40,000$ Grand Ole Opry $5,000 It Pars to be Married Three Plan** Just Plain Bill $2,800 Lorenzo Jones $2,750 Lux Radio Theatre $12,000 Vary Lee Taylor $2,800 National Farm & Home Hour $2,000 Neics of the World $2,500 ( Morgan Beatty) NutrUite *>/!<>» (Dennit Day) $5,000 One Han't Family S5.000 People Are Funny S.'i.'JIMI Pepper Young's Family $2,700 Situation comedy Musical-d.j. Stw.p opera Boxing Folk music, variety Audience partic. Scap opera Soap opera Drama Drama & women's service Agricultural news, features Newt Musical variety Serial Quiz Soap opera 15 min. 5 wk 15 min. 2 wk 15 min. 5 wk 45 min. I wk 30 min. I wk 15 min. 5 wk 15 min. 5 wk 15 min. 5 wk I hr. I wk 30 nln. I wk 30 mln. I wk 15 min. 5 wk 30 min. I wk 15 mln. 5 wk 30 min. I wk IS mln. 5 wk Cmiar; Lewis-Howe; Liggett 4 Myers; RCA Toni Co. Pharmaeo: American Home Prods. Gillette Safety Razor R. j. Reynolds Carter: Lewis-Howe: Liggett 4 Myers: RCA Whitehall Fharm.: Carter Prods Cotg-te-Palr'oiivc Lever Brcs. Pet M.Ik Allit-Chalmeri Mi'es Labs Mytinger 4 Ca;-elberry Toni Co.: Miles Labs Mars. Ire. : Tcmi P4G Ted Betes: R4R: C4W; K4 Tatham-Laird OCSS: John F. Murray Maxon Esty Ted Bates: R4R: C4W: K4I John F. Murray: Ted Bttes Esty JWT Gardner Bert S. Glttins Geoffrey Ware Dan B Miner Leo Burnett: Geoffrey Weie Leo Bu'nett B4B Listing continues on page 7 1 *Multl< Message IMaii . UBS I e> myitery-delcctlon-oelvcnlure slums which arc heard M I B 8:30 p.m I :>er part jeiiiat Ion per of three a I 18. C J'>ei> "• minute n.»« -trips plus an extra tw> perlodl a week as a package, time antl talent. $23,000 pen -enK °Co»t Includes both Alt) and UBS werims. based on a minimum purchasj 72 SPONSOR s only one... . . . Statue of Liberty, presented to the United States by the people of France in 1884. Its torch, a symbol of hope to millions all over the world, shines over 350 feet above Netv York Harbor. The statue is visited by more than half a million people annually. And there's only one... . . . advertising medium that single- handed covers the Industrial Heart of America. Only WWVA Radio in Wheeling, W Va., reaches all the 100- odd counties of Eastern Ohio, Western Pennsylvania and West Virginia that comprise this Five Billion Dollar mar- ket ... an area of unlimited sales opportunity for alert advertisers. WWVA, and only WWVA, blankets this entire area 24 hours a day with its dominating 50,000 watt signal, de- livering the sales impact of high-rated CBS Network shows, coupled with the homespun appeal of WWVA's own local personalities. In this fabulous market live almost hVz million people, who last year spent over $5 billion in retail stores alone. With WWVA Ra- dio, you not only reach this market of more than a million and a half radio homes, but you sell it completely with • One Medium • One Cost • One Billing For additional mar- ket information and time availabilities, write, wire or phone WWVA Wheeling, W. Va. 50,000 watts-CBS Radio JOHN BLAIR National Sales Director— Tom Harker 118 E. 57th St., N.Y.C., EL 5-7690 4 OCTOBER 1954 73 L \I5< Itaclio s|M)iis(i,c(i shows ( continued) PROGRAM WEEKLY COST TYPE LENGTH SPONSOR AGENCY Phrase I hat Poj ■. Right in Happinett /{<»» Roger* Second ( nance *>t,lt„ Dull,,, Strike It Rich Sunoco Three-Star Extra Telephone Hour II ulk i Mile It >'l< nme Traveler* M in. -in in If} House i ,111 liri ) our Life )<>u,tx Widder Brown 92,500 93,000 $7,500 Three Plan* Qui/ Soap opera WMtSTI variety Am It. in. partil 15 rum 5 wk 15 n . 1 1 1 5 wk 30 Bin. I wk 15 mi" 5 Wk Colgate-Palmolive PA.G Dodge fliv . Chrysler Cartir: Lewis-Howe; Liggett & Myer.; RCA $2,800 Soap opera 15 m i.i 5 wk Sterling Drug $ :&..-> <>o Quiz 30 mln. 5 wk Colgate Palmolivt f 1 ,800 Nwri 15 mln. 5 wk Sun Oil Co. $8,000 Musical 30 mm 1 wk Bell T.lept.ini Co. $3,500 Quiz 3d mln. 1 wk R J. Riynolds S 1.000 Audience partic. 30 min. 5 wk P&G $2,500 Soap opera 15 mln. 5 wk Manhattan Soap Co $2 1,0001 Comedy quiz 30 min. 1 wk DeSoto- Plymouth $2,800 Soap opera 15 mln. 5 wk Sterling Drug Esty D-F-S Grant Adv. Ted Bates: RiR CAW. i T Benson 4 Mlther DFS Esty Ogilvy. Be Ayer Etty Biow Sthtideler. Beck & Wei BBDO DFS ••Tim. Plai . m:i Includes the thre< I '• mlnuti I partii i ■ k. choosing an) oi ill oi the programs on an\ day. Cosl pei itlon Flbbei ml.. (2,917; Second I ICost Dl taped I thi l\ production. NETWORK RADIO COSTS [Continued from page 42) mystery-detection (five of MBS' in Multi-Message Plan), six Western and adventure shows, five half-hour dra- in;!-, four situation comedies. The onl) hour-long drama show is the Lux Radio Theatre; the only hour-long comedy-variet) program is Edgar Her- gen-Charlie McCarthy — hoth on CBS. \\ iih their ever-increasing flexibility and readiness t" adapt to advertisers' needs, net radio also offers sponsors plentiful opportunities to come and go as the) please. Shows and plans which allow sponsors to purchase participa- tions and segments of varying lengths and prices arc nothing new on net ra- dio, hut their ranks arc growing fast. \ sponsoi with a limited budget or limited campaign needs can hu\ any- thing from a one-minute participation ti> a quarter-hour segmenl or more on a w ide \ at iet) nl -I i < i \\ ~ da\ cm night. NBC, for instance, continues the par- ticipation plan it hum lied [asl fall with a few addition- to accommodate interested advertisers. The network reports thai about 2.V , of it- total ra- dio billing represents business from advertisers on a participation l>a-i». 1 he plan as started last fall includes the Three Plan I three 15-minute strips, one morning, one afternoon, one night- time); The Hig Preview. Saturday night, 7:30-9:30 p.m. which sells one- minute participations for $3,000 each; and // ee/.end, Sunday afternoons from '■\ to 5 p.m. which has eight availabili- ties at $2,250 each. Earl) this year, a four-hour Saturday afternoon stanza called Road Show bowed on NBC with participations also going for $2,250 i all costs cited in connection with NBC include time and talent I . Most notably successful has been the Three Plan which embraces Fibber Mc- Gee & Molly (Sunday through Thurs- day, 10-10:15 p.m.); Second Chance, Monday through Friday, 11:45-12 noon) and // Pays to be Married (Monda) through Friday, 5:45-6 p.m.). There are three availabilities per -how and a sponsor is free to buy ju-t one or as man) as be like- in an) Or all of the -how- i for Costs, sec foot- note in listing). Fibber & Molly has proven so popular with sponsors that NBC ha- in-t added another 15- minute strip to be beard immediate!) follow- ing thai -how Sunda) through Thurs- day (on Friday nights Gillette has boxing broadcasts starting at 10 p.m.), \ew -how was las was Fibber I i nail) a successful half-hour situation comedy— The Great Gilder sleeve. Par- ticipations sell for $2,750 each for one or two a week. $2,500 each for three a week or more. Rexall l)ru» Co. alread) bought into this show: a\ other advertisers taking part in tl NBC -how- arc RCA, Murine. General Foods. Sunbeam Corp.. Vrmour and Carter. CBS boasts a flock of across-thft board anil hour-long shows which <>f- fer quarter-hour segments for sponsor- ship. Godfrey, of course, holds the fort each morning for 90 minutes as well as on Friday nights from 8:30 to ' with his Digest I which goes fo I a quarter hour). Art Linkletter n whoopee each afternoon at 3:15 p.m. (on House Party*: Galen Drake and Robert Q. Lewis do their turns on Saturda) mornings Ian hour each i : Stop the Music has been expanded to an hour and a quarter (Tuesdays. 8 to 9:15 p.m. i w ith three of its quarter- hour segments alread) bankrolled at $2,100 a segment In addition. CBS has just launched 74 SPONSOR &»£*£ 77% of the buying power of Michigan, almost 6 billion dollars yearly, lies within reach of the "Golden Triangle formed by Detroit, Jackson and Flint. Cut yourself a big REPRESENTED BY slice of this market. It's ready to serve! Come and get it! DCPH Look at these figures - radios in nearly 100% of the HEAD LEY REED h0mes _over 85% of the automobiles. A package buy of these three strategically located Michigan stations offers you maximum coverage at minimum cost. WKMH WKHM WKMF DEARBORN 5000 Watts (1000 WATTS - NIGHTS) JACKSON T000 Watts FLINT 1000 Watts tin- tmoa a Indj Wusu Hull a< i"--- the-board from 9:30-55 p.m. \ Bpon- -..i can buj .i Bix-minute segment "I tin- show f"i 11,000, a quartet li<>ur l,,, $2,000 • gross talenl « :osl onl) I. A price <■! 8 L,000 will also Inn a quarter- hour segment on On I Sunday ifter- noon, a music-news-weather Btanza which inn- from 1 p.m. to 5:55 p.m. Sunda) -. \\\{ . aside from ii- multiple-spon- sored Breakfast ( lul>, oilers the Martin Block Shot* each weekday afternoon from 2:35 to 1 p.m. which sells at the modest talent price oi 1863 for two quartet hours a week, and $1,898 for five Buch segments weekly. ABC's Wecliiiul Sews package <>f 22 five-min- ute newscasts each Saturday and Sun- da) i- available foi $34,000, i- carry- ing l{\luiiol messages for tin- Vitamin Corp. on 348 stations till the end of October. Mutual- Multi-Message Plan which covers five half-hour mysteries nightlj from 8-8:30 p.m. currently lias a "sold out " >ign. sells participations for $1,500 each. • • • WCSC-RADIO Covers Coastal South Carolina like a Cloak ". . . and we were warmed with hot sales" Say: Bclk-Roblnson De- partment Store execu- tives, Ceneral Manager Lloyd Fitzgerald and Advertising Manager, Suzanne Lewis, Charles- ton. S C. "It was August and temperatures were soaring near the hundred mark when we advertised a winter coat sale on our "Fascinatin' Rhythm" Radio Show, Sunday 6-6:30 p.m. During the two-day promotion every coat in stock was sold. We reordered and repeated the sale two weeks later, advertising it on our WCSC-Radio show on Sunday. As before, our Monday sales were excellent! RESULTS are what Belk's wants, and RESULTS are what we GET from our WCSC-RADIO adver- tising!" (signed) L. W. Fitzgerald IN THE 15 COUNTIES SERVED BY WCSC-RADIO THERE ARE 147,230 RADIO HOMES PLUS 89,000 CARS EQUIPPED WITH RADIOS We'll get SALES RESULTS for YOU, too, if you'll give us an opportunity. John M Rivers Ccnrral Manager WCSC-RADIO Charleston, S. C. |ohn B. Hcarnc Commercial Mgr. SPOT EXPENDITURES {Continued from page 29) bureau right away." Earl) efforts to gather "put figurt concentrated on the stations. In I \niii' Edgerly, who then owned Pul lishers Information Bureau, set up -pot radio information service ! i on station report-. I here were f. Stations then than there are now |.u at the peak ol Miss Edgerly's effort only one out of four cooperated. Ii 1950, Miss Edgerly, who had prev, ously sold 1MB. tried again. This tirm "lie had the idea of getting the station: to include an extra copj of theii monthk business report to reps and abstracting figures from these. But out of 300 top station- surveyed, onl) 40 said they would go along. Around 1010. \. C. "Duke" Mora baugh started his spot report in Phila- delphia b) going to the station- foi information. Neither in Philadelphia nor in New ^ ork. where Boraba made later attempt-, did the stations -how much interest. He then dec i to go to the agencies, hut had onl\ partial success. In 1051 Rorabaugh aroused a flurry of interest with a plan to work through the reps with a questionnaire. "They're lifting the -pot radio veil/1 SPONSOR, 4 June 1051. i He lined up 22 important rep- hut three others balked. Since the relu< tant trio were kej firms and since Rorabaugh had decided he wouldn't be satisfied with half a loaf, he withdrew his plan. The next year Rorabaugh sold his spot radio report i based on agency infor- mation! to James M. Boersts Execu- tives' Radio- IV Service and concen- trated on his suecessful spot tv report. Boersfs Spot Radio Report gi monthl) spot radio information (hut not dollar figures! on about 250 ac- < ounts. The data is provided by • 50 agencies, including mam of the top commission houses in the hush There is a good representation of food. oil and beer accounts but few drug firms are represented and none of the Big Three soap firms, without wl figures even a fairly complete spot ra- dio information service would he im- possible. The Spot Radio Report i- considered good as far as it goes hut no one believes it goes far enough. Too man) agencies tell Boerst their cli- ents don't want an) information on spot released — even after the fa< t. {Please turn to page 86) 76 SPONSOR DUDES AND DON'TS or, grammar takes a vacation A grandmotherly librarian, new to farm life, was out to learn every- thing in two vacation weeks. "Which is correct," she asked an old hand, "the hen is sitting or the hen is setting?" "Lady," said the oldtimer, "I don't know and I don't care. All I wonder about is when she cackles, is she laying or is she lying!" * * * * An Advertising Man came to a dude ranch for a well-earned rest. Very first morning they shook him awake at 4 a.m., told him it was time to saddle up. "We goin" to ride wild horses?" he yawned. "Nope." "Then why we have to sneak up on 'em in the dark?" Wild horses couldn't drag us from the commercial: Re. tv: NBC now ranks KGNC-TV first among affiliates for total primary area coverage. Re. a.m.: KGNC reaches 78 counties with 1 million people in Texas, New Mexico, Kansas, Oklahoma and Colo- rado. Re. $: Amarillo is 1st in the nation — again — in per family retail sales. KONC-am&tv Amarillo NBC and DuMONT AFFILIATE AM: 10,000 watts, 710 kc. TV: Channel 4. Represented Nationally by the Katz Agency 4 OCTOBER 1954 77 f>;' SELL *\ SUNDAY'S SINNERS . . there are more of them! P.O jEwn THE preacher laments not so much the black sheep of his flock as the grey come-in-a- whilers who burst his church at the seams come Easter, Thanksgiving and Christmas. To round them up he takes to the air. Since most advertisers shy from Sunday mornings like poison ivy, station managers write off the time to public service, and offer their own prayers of thanks for something to fill their logs. Around Dallas, any way you turn the dial, you're in church . . . unless vou tune WFAA. ALEX KEESE, Station Manager GEORGE UTLEY, Commercial Manager EDWARD PETRY t CO., National Representative Sadto Soma of n>* Dalloi Morning Nt-i No sinner likes to be reminded of his sins, so we give 'em news and music on Sunday mornings. Being the only station that bothers no one's con- science, we've gathered a sizeable, appreciative audience. If you've a product for Sunday sinners, you'll find them in our pen. Any Petry man can point out choice availabilities ... at buttons-in-the-collection- plate rates. WFAA 820 • 570 DALLAS NBC • ABC • TQN 78 SPONSOR Nighttime 4 October 1954 UNDAY MONDAY ""'Eft )*rt. How i r.,i. I" — "■! „.;:::;'• IOBM IIUO RADIO COMPARAGRAPH OF NETWORK PROGRAMS TUESDAY WEDNESDAY THURSDAY "::,7 ,::,: -.„,,,. m. N..1 II "•.-, II, N .1 "'« >plnnalloifl In help yon IU« IhU rhnrl Spattnarn fUferf alphabetically with aqenca aad time on air «K («H» PM' ■■ '..'.cj ^.x1 N "^T in HKhllihlt Nighttime 4 October 1954 FRIDAY SATURD, IdSfiu (.Ctulntn. II. tl Ulillrj MIC. I I m, ailitniilit; B. nan; or, HOdMUl '. "("■ i r »lUr... . -i. Mi Anbtuwr-lluMh. Campt.ni Slid Ct , tt'illtti ftn I cuii' Pr«i». n.t„ NBft u. Th. r i Ctiwth •! Chrlit, Wirt In * lo : ABC Sun l-l«0 CIO. IlnifF I K.ur,,..r. ABC. XI T 1-TllB cm. C*» C.I.. D Mq IIBB, T. Th T:IS-I nnt Collar.. P»lm i1..! i ,,, KBC 'i I CtflllntnUI §i.| . BH« cll». M-F 11)0 1.1 u. LVwIW, CUU ■»!• . Won. Ql««an: itral Fwdt. BAB inD&tU-Mlthufl C8B, ,.,.!,,„,■. WltIn»UW, V A Larlll.trd, i .■ ulhcrin Laymen', L>i«u>. A Mil.. BBI'O CBS U i Bm.ll * Juotit: IIBB. 8 VBO Bll i" , ,. OB I M ' IM< Firm Mutual, Na-xtliam Iwili A Brwdf : Mtrllfll Dni|. D-r-li 1BC, H C 10 10 '.' Suit Oil Of., Hwlll. Oillry. D*oi1 consistcnl results produced. For .'". sccutivc years, WMC has carried six quarter-hours a week, plus a heavy ipol schedule for lie in Memphis, exclusively "M< iv pr I to carry the in message I" the more than one radio homes iii the Memphis and Mid-S„ulli area for the lasl It's an old Southern custom to listen to WMC. For more than :ll years, this pioncci station oi the Mid s.mi 1 1, I, a* "keyed" its programs to the needs and wants of its great listening audience. Hi. k Voorhis -I any Uranium, ma.. I » glad lo giv. .-I, i, I. tails WMC MEMPHIS NBC -5,000 WATTS— 190 K. C. 300 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid- South O-nod aod Opo.atod by Tho Commercial Appo.il National representdti.es. The Branham Company WBEN is basic CBS radi° in Buffalo Cell or write any CHRISTAl office NEW YORK • CHICAGO • SAN FRANCISCO • BOSTON • DETROIT SOUTHWEST1 VIRGINIA'S fJiOHe&l I1ADIO STATION This is our 31st year of SOUND SELLING to Roanoke and Western Virginia % 26 County Coverage with a WEEKLY audioncc ot 118,560 familiei— a DAILY audience of 92,070 families. # All week long, day or night, WDBJ'S iharc of tuned-in Roanoke audience avcragci 51 to 59%. Average tune-in: 7 a.m. to 8 p.m.— 24.9%; 8 p.m. to 11 p.m. — 19.4%. • An affiliate of the CBS Radio Network for almost 25 yean May we recommend your product te our friends? Sourcci — A. C. Nielsen Co. and Pulie of Roanoke WDBJ AM . 5000 WATTS . 960 KC ROANOKE. VA FREE & PETERS, INC . Wo KH 11 Daytime 4 Octo ber 1954 RADIO COMPARAGRAPH OF NETWORK PROGRAMS Da y t i m e 4 0 ctob er 1954 1 ■ *^^^ SUNDAY MONDAY 1 TUESDAY 1 WEDNESDAY THURSDAY FRIDAY SATURDAY ' ^^Ul N other :r-:i MSQrR*"' 1 K P" ' I My tru* alary SOON ' in w.t ': Kcllncf.. Burnet wir.,nw She* flFs Bfdfray* 10-llH » B,,si7"h , B&ifnV n*. stSvt:; =••»•-- Show Wada I Bob Smith fsPJFi Ulilvl,', S OflVl! " 'mT L Kenny Baker- il"b - B3;:C ■ "Spaea patrol- taltum Purina Bennett 155 Katetiutn, Mat- U hi r|l*S7 Jennetl l"fl ^^■^ ^KennyBak^ S£ u """.t"*" I Celletter'a It** N " I ProphtcT XiliV'ni'ioi M.,1.1 M. „.' 3£ Hrl'"'"'1' 29 1H m'' jj Break tha Bank 1B2H oi-f T Wada"™ 'n™,' Er^ln^Waley"1 Er«ln."waleSnl Jf'ta.'wDl 1 BwS*"1 Sf^i Frank 4 Ernett Glir-ten 1750 Cetlatter't (tain SrkaSSM.' Godfrey (cont'd, Etly 13500 Elty n,-", S2500 Otniinenitl Blu Colfala fvt';!1 Jwt"' ' Colgate W Englo niwa B,'r ,,ee niw" E"£ui Sodliry (TOiil'd) Nmfl BI.CUK "l"b Sl';k:;,:',"[n H fu**ll lor a day w t.AT Robl Q Ltwll lUt Mi., |IM\ lin'.VI? 1 IWA5 ', hi 1 111 -Mm. LN Clotll pan\ V.ur ££»+, Continental Bit. aT",2",?J** \°" ".'I!"'"'" ^m™ Oolfita Eoty SShSitT ""' JS Eity J.CII* By-Lln. 'S'hSm "IS luem for a day ■oh'n Cohan Phraaa Uiat pan "" v"!""*"'' saaj bs "'■'" .,'";'. , ;&& t JCily By-Llna l-Clty By- Lino V«r m-f I ■s '""C; 1 Cily By-IIM ^liSsr S*5*i Second Chant* Tha Three Plant bIb '"^"^ It'll "" "'"' Second ChUU n. Thin PI^I Setond Clianea ij^JK'- N h . ■» T ,,.?"•"' , v v*Sr"" i MN 'm1?'* L Br\'m,.,ht'T.^Tk ».l.„.l,. Wade ""'aie/W Mr* s V"4n.f"" L imw* HHUli li.d. ""'.I i'/iS "..sr , ""S" L V S.||S !":''-:r"" "•..sr1 , ».i.„i„. t '"ffi.i'ur" -..sir tr B7 S^r% 3 WW /'",. VMM ^5- ■"■£?"" pmV5i»S£l sSHiS f{[J'^'^ ■"■"—"" DUltol rnrtimml No network m -f IMt-1 LAB lltis-M 4 H..11- Oarcb 1 of Oe* Otero* Herman Boat L \ T h. tlirnal llghl < L ™ r;,"S "•..sir Am Home Pro.li TBi "Sf r.'f.l -n"m,BUrnFftt fera -..sir £rgS S3" &#a -..sir r.r '-v. », Our gal Sunday Murray "»-v S.ffS! >B■ffl<"lu'^'h, " ci"iit "iB Martin fisoo Plet* N L } T >nlurv Adv "'"'"kS"' C ™0W L ;«F4v"™ v m-r* h »js- P.VO ITOTJ inoD B«~r, ,, •w ;""Hff™ ftosrl nt l|fP >mpton c F"'V" ""■'" 1 «? 'l *o"*i.?„"".„ C Foata^tiw. m.^" '""' "t^S* """' *?:(!ia"m£JiP -..sir Tartar Prodi latoi II loo «"» L M.i P.r.m. 'oung Dr MaTnn^ IS3N~2f L D-V-S v S"d!'' 1. T"'0oMutl'>n" 5ms ,"»■", »N%-, t ^:?=, Ted Steele ~jg- 1 Geth.r* S700 "SiSi." "If't p*0 prifra, Jni «Ti'4":i ■.. Reporting roung Dr M alone - ™-sr" - Reporting "•=" 'ss! m,""™.; -.sir g|S Reporting r m-f L. Vlneanl Lopoi Jompton ttOOii Guiding llghl Guiding light ;omp(«i Jg'SS.iWh •AQi'diH li-J'fi iftTlflor. Oral ii^-rt. ^B UmIIik watere Haflwhlte SUN Sym phono Kb ItllRltt Bandiland USA I* T mam.. „'" 2nd Mn Burton [-T^.»J »-.^ B".Sf" ** ArluBrUrt*" '"'""lopm"'"' N°..s;r NL 4B "VAT1 "•..sir "' "™" "•" r^-L ■"..ssr" "" A™,uBrU"°n ;",■: »-„sir Football Perry Maun PAG: (Ida m^«'E, SaVB J5S "Brt'SS" j|jl,ai„ l^^l^tnturr HOOD V IllO-i °L 3F8 «... «9nD Nora Brake: Brlitol-Myert, v&e ' 13000 Wonderful City "iSOOO nk ,"3%T. 35J15& Wonderful City Gftty CriKher Martin BlKk Show m-f l:8B-o r/elu ■ Geller , .-. 1 31-^ Nora Drake l-F-B Footbnll r-|t ' r. Wonderful City ,— H -,. ».,«.,„, C„j Brighter day J?ES Brighter day f*fl "™ m0r" B.lghirr d,iy VAR riR '"* ■.sss-jsa. N»» York 1 Sand (Yeah L Weekend "•EM"" °"™2 Ruby Merter Iw Bennett HDM ffi"',!',"»™; •ft^MmajpTtluil P..DP" Young ! S H ;'»..f?-r-L afp'S?8? "aaVara"'!"!!." N "'1?" 1. ■j';"£"'S; y ""i.?" l >*nfdnt"liniSl LH" H Albar 11500 w _ i-*t "VST Tar ' '"i (VI "s!?Wt KWSS. "•-ST PAQ: cheer. ia>< V* R »?'0'i n m-f L "•..sr Baek>tage .lie Y&R Betti Crocker ""■'" ' -„sr' wSS' ».ar -,.str gSsS Betty Crocker -..sir N m-f T PAQ: cheer, EMI Symphony* JY "" ' T. Rtundiig Mat Ml Quire .. .sm "».*.{ l ""'"sr " Wltaa^l Mni8. s„„, .. „s:,","°?,.i'™!;l j'.F'-'s"" ""''" „8:,%"n,.„",z, « J.F-S ""'"KUDO Bwnett '" 'Ww n LAT Bl'""| BD™,° a -=,„ ,-v,-,, riinnrl = a" "1^ »:.|^= S8AW mflJ50^ SBi'w"™1 rD0"'r' SffiSii" "«"." BB*W1M """" a """■'.""' , *H Plilla H Greatait Story I Ever Told ",M OooUrtti Tin *pH Kirdner WW Bonnet! ' IBBI o« ■ Sunday bSS Tp~'., n sm9 i sum t » .i-.»; N^r Bobby Benton iiedW'^SA n"' ™lm-fE'"W*" ""-sT Sgt Pre*" ■> "'r™";"'" ;""*"„, ,6,""t Bobby Benton -jtr Sgl Pre.too NLAB v'"',^"1" »5!" ...«...«, -..sir nan for [ ;,;,:::,::. «».„.,£.„.,, „ t,p,„. rSPflN: "m-f"""!! bM..,..,E„..„ Frtv_ B II L l ,;J.:J. »„„.,..„.,, myitarlM ."-JP-, SB K0""'.-'"""!. NLl'l NY L S m-r t Wild Bill Hlcl.Dk B C Jubnioo m-r i-n-l «"""•, ?*-, ,«»;.» ■! C JrjboiuD lor Pot. St L !S* i ■.-« „»«-,«-, B ra-f L n< Thr— Plul N mr I Karri ad O m-f L The Tana Planl NV'n"ro.rL<'P"L Married S n-r 1. Ttia Tar*. PUa! It Paya '. b. 1 This SOIL grows bigger crops- makes better markets! WDAY FARGO, N. D. NBC • 5000 WATTS • 970 KILOCYCLES FREE & PETERS, INC. Exclusive National Representatives Here are some basic facts about the fabulous Red River Valley that you ought to know. First, read what the Encyclopedia Americana says: "The surface of the land in North Dakota is made up of three broad steps of prairies, rising half a mile in altitude as they cross the state from east to west. The eastern and lowest step is the fertile and level Red River Valley. The soil in the Red River Valley is among the most fertile in the world." The Americana hit it on the head. Our hayseeds obviously don't need magic to make farming pay big dividends. The Valley's rich black top-soil averages 16" in depth, and believe us, "no other region in America can make that statement". The result — average gross farm income in the Red River Valley is $9518, as compared with the national average of $6687. Also, annual per-family retail sales average $4164, as against $3584 for the rest of the U. S. Right plumb in the heart of the Valley is Fargo — home of WDAY, and the shopping and trading center for a 26-county market which contains almost half a million people. Many of these facts must have rubbed off on you advertisers long ago, because you've always invested heavily in the Red River Valley — especially with radio! Ever since the Atwater-Kent days back in the twenties, we've made WDAY the Valley's one BIG radio value, outstripping all "competition" by tremendous margins. Fan mail rolls into WDAY by the bagful, averaging more than 400 letters a day, including Sundays and holidays. More than 10,000 families maintain paid subscriptions to "Mike Notes", our monthly WDAY newspaper. Thousands of our listeners apparently never tune to any other station at all. Let Free & Peters give you all the facts on WDAY. It's quite a story! SPOT EXPENDITURES nu'il 1 1 am page i 6 ' ( )i > ourse, these agencies, and the others, ,^> t" .ill -"it- ol trouble to gathei Bpol radio infoi mation on theii - - ompetition. Man) l'<( month- K reports from reps, ;i chore borne b) reps without anj great enthusiasm. The furtive phone call from adman i<> "friend" is an important source of Bpol radio information but leu admen would stake their professional lives on the a< i iii.i. j dl such data. I evei I i i « - — . samples what it consid- ers it- -jm it radio "universe" 1.070 -tatioii-. I his infoi mation i- i onvei t- ed into dollai figures b) Rorabaugh. Lever, naturally, concerns itself <>nl\ with competitive categories: deter- gents, cleansers, toilet soaps, shorten- ings, shave < reams, dentifrices, home permanents, shampoos, margarines. ()nl\ deodorants arc ool covered. Brand breakdowns arc for Lever's own use but total dollai figures b) categor- ies ol products are available from Rorabaugh. Rorabaugh jicts together dollar fig- ures on snot tv, also, covering the same a typical TEXA"» UNBORN SABLE MINK LINED One might get this impression from all the publicity about Texas millionaires. Yes, there are a lot of millionaires but also there are a great many average people. As a matter of fact there are 4,135,752 in the combined KMAC-KLBS coverge area. Kmac ■M- w 5000 WATTS ON 630 IN SAN ANTONIO KIBS 5000 WATTS ON 61 0 IN HOUSTON i ategories as in radio. These are i verted from the information in [ spot t\ report, which covers 2.">o of - 100 I ,S. t\ station'- but which repj Bents about ii.V, of the time costs l all these stations. The spot t\ dol- figures arc projected b) a formula . covei the remaining 150 station- a the remaining l.V, of the total t i i < o-t-. I In- formula has been approi 1>\ Lever and Colgate, both of whi subscribe to detailed breakdowns these figures. (Rorabaugh hopes get P&G to sign up shortly.) Mo than 100 brands are covered, pared with about half that nurabi using spot radio. The calculations (,f Rorabaugh spot tv dollar figures illustrate som of the difficulties that would crop u in putting out complete spot radio fi: ures. The spot t\ dollar figure- ai time costs onl\ hut the) arc after mai iinum discounts, the theor) being tha ad\ertisers in the toilet goods field ar big enough to get these maximum di- counts. \\ ith a complete spot report cither in radio or t\. the maximun discount assumption might no I" make sense. Furthermore, i 1 i then are more radio than t\ stations, mak ing the task of gathering data mon complex and (2) special deals in ra dio make the problem of estimating what an advertiser i- actuall) spend- ing \er\ difficult If the nation s radio stations can be persuaded to cooperate in a spot ra- dio information bureau, Rorabaugh's method and experience will probabt) point the way. For his spot tv re- port. Rorabaugh sends out his own form- with specific questions asked. The station fills out information for the first week of each month in a giv- en quarter. The early belief that the ■ ntiie machiner) of information-gath- ering could be simplified if stations merel) sent a cop) of their log haa about been given up. It is not onl) time consuming, and therefore expensive, to abstract the ma- terial from a log but stations often h-t oid\ the advertiser's name without mentioning the specific product con- cerned. \\ ith the huge, multiple-prod- uct businesses of today, the lack of specific product name- would be a fatal flaw in an) spot radio estimates. Rorabaugh does gel logs from a few stations and has found that it take- a -killed girl one da) to go over one station"- log for one week. While a What's Cooking in Sioux City Sue-Land During a six-week period I six shows) the Crescent Electric Co. of Iowa, sponsors of "The Life of Riley'' on KV7T, sold 13 carloads of one model of the GE electric ranges they distribute. The\ tell us they have received more active dealer support through our medium than any other ever used. KVTV's impact in the alleged fringe area was so great that, after the series started, dealers more than 100 miles distant from Sioux City came into the program. There's no doubt about what's cooking in Sioux City Sue-Land. The answer: GE electric ranges — and KVTV. Q I I I I I I ll/ll 1 CBS. ABC & DuMont Represented by The Katz Agency SIOUX CITY, IOWA KVTV, a Cowles Station, is under the same management as WNAX-570, the radio station that lor 30 years has successfully served one o/ the world's major agricultural regions, the five-state area known as Big Aggie Land. ^ 4 OCTOBER 1954 87 SILL THE GolDcn Ularhef #710 AMERICA'S NEGRO POPULATION WDIA-- 50,000 WATTS Here is a new "golden market" of 1,466,618 negroes! 37% of the total area population . . . one- tenth of the entire negro popula- tion of America! And it can t be reached except with WDIA, the first and only 50,000 watt station to broadcast exclusively to the rich negro market. TOP HOOPER AND PULSE RATED STATION IN THE MEMPHIS MARKETI WDIA —MEMPHIS, TENN. REPRESENTED BY JOHN E. PEARSON CO., DORA-CLAYTON AGENCY. SOUTHEAST WHLI the LONG ISLAND story DOMINATES Long Islands Big, Rich NASSAU COUNTY ••• $287,760,000 FOOD STORE SALES (Sales Mgt.) ^^fHLI has a larger daytime au- dience in the Major Long Island Market than any other station. (Conlan Survey) WHLI Btation would have to Bpend a little time .umI mone) to fill out a ~jk>i radio I'M in. ii would be i on< erned onlj v» ith sj ol radio data and nol the [acts <>n local and network business also found in the log. Furthermore, it is likelj thai once Btations -et up some kind oi .i spol radio information bureau, the reps, with then centralized informa- tion facilities, would lend a hand. Iti ps who bill for their Btations, such as tin kai/ Vgenc) (see also stor) in this i — ii*- on centralized billing), have on file < omplete national spot data and even those who don't bill for their station- have the necessar) infor- mation since their \pot radio information bureau or anything like it i.- just around the coiner, the needs of the time are ap- |il\ing a pressure on the spot radio business that ma) be too strong to re- sist much longer. There is probably no greater need in spot radio than telling the man who uses it what the other fiuv is doing. * • • TIMEBUYERS' SCHOOL {Continued jrom page 30 l of this kind. The answers stressed such factors as research, ratings and coverage. In line with these answers, the first three lectures will deal with research and some of the other lec- tures will touch upon research in one wa\ or another. The roster of speakers was not com- plete at sponsors presstime but here is a list of those who have already said thev would talk. \\ ard Dorrell of John Blair and Donald Coyle of ABC will address the first session, titled "Research — Exposition." E. L. Deckinger of Biow, Thomas J. Lynch of Y&R and Lloyd Venard of Yenard, Rintoul and McConnell will talk on '"Research — Analysis." The third lec- ture will be on qualitative research and while the speaker- have not \ el indicated whether the) will be able to attend, there i- a possibilit) that the presidenl of one of the largest ad agencies will be one of those on the i ostrum. Two prominent station men arc ex- pected to talk on radio-ft engineering factors. Robert Garver of General I oods will lie one o| those talking on markets: Georue Kern, L&N, and Rob- ert Reuschle, \\ HI \I-TY. Readin.l will talk on "Agenc\ Practices:!! Ruth Jones, Compton, will be one ol those talking on "Sales Practices;!! John Kami. CBS Radio, James Lucell JW'I. will talk on network-: \e< Midgeley, led Rates, will be one ol those talking on spot radio and tvl l.d l.bcl of General foods and an C) man will discuss nun hand - and Ed Shurick, CBS TV. and Julia Brown, Compton, will talk on audienct coverage. The 12th lecture i- open in • ase one of the previous sessions run- over and the last i- entitled "I Development-." with the speakers t'. be decided on later in the season. The radio workshop of the CI I ederated Advertising Club will in- clude one session devoted to timebuy- ing this fall but most of the other topics will be closely involved with tiniebuying. Here is a partial li-t college course in time buying would be exceedingly valuable. As a matter of fact. m\ favorite subject is the lack of media training facilities. In a \\a\. ii - amazing lliat there are no courses on media buying in the universities. The big Western schools and phi es like Syracuse, NY1 . Indiana, all have a good advertising curriculum but no courses in media buying." \ media executive at one of the top radio-h agencies said thai while out- side training in time buying would be helpful to someone starting in agency work, such characteristics as intelli- gence and imagination are the most important qualities necessary. "We have some clerk-type time- buyers," he said, "but it is not lack of training that is holding them back. Il i- their limitations a- individuals. Our good timebuyers are involved in policy, make presentations to clients, are paid as well as spa< ebu) ei - (though the average spacebuyer has been in the business longer), and are generally highly regarded." * * * 90 CENTRAL BILLING ( ontinued from page 30 i si hedule. I he rep subtracts his i mission and sends the rest of th money to the stations. W here broad easts were missed, the Clearing Housi bold- the money until the agencv rep iron out the problem, either b\ i make-good broadcast or credit. This i- not intended as a detailed blueprint for a major accounting setup. I he idea i- primarily to set up a tial group which would bill ■ ■i ad> ei tisers I and pay rep- i oi tions). It might turn out, for example, that stations would prefer to get mo direct from the Clearing House and then pa\ the rep his commission, rath- er than the other way around. Rollinson believes his Clearing House would i 1 i eliminate main cleri- ( al error- that now occur through tion billing. i2i relieve the agency of the paper work involved in sen* out hundreds of individual order-. enable the agency to know within a matter of minutes the frequency dis- count earned by any client on any -ta- tion. l4l save agencies and station money and l5l induce more bu of spot because of the greater billing simplicity; . \t the time Rollinson brought up his plan about half a dozen of the top agencies expressed interest, sponsor queried them recently on their current attitudes. Here are three answer-: Ralph \eumann, treasurer ol Hen- Ion & Bowles: "1 think it is a verj -ood idea and my impression i- that there should be certain economies in- herent in a centralized setup. There should be big savings in the paying of checks. However, we would -till have o> check invoices sent bv this Clea House against our order-. I he Na- tional Outdoor Advertising Bureau, which provide- a central billings office for member agencies, checks whether the billboard ads we ordered are put up, but we -till (heck \()\li invoices. "This proposed bureau sounds very much like the NOAB. I'd still like to I now who is going to finance it and how much it will cost. I think it is up to the stations to get together and fig- ure out the detail- of this proposed Gearing House." Joe Bell, treasurer ol Ruthrauf) Ryan: "I'm not completely sold on the idea. I'd have to see it worked out in more detail. The basi< idea has a lot of merit but what w ill it cosl ? SPONSOR UCCESS STORY FOR UHF IN THE MAKING! In California's Central Valleys . . tv homes were practically doubled in just eight months due to the advent of Crystal Clear UHF Reception! Four years fringe area reception (from S.F.) 52,943 tv homes EIGHT MONTHS UHF INFLUENCE increase to 95,272 tv homes In eight short months Jan. 1 , 7954 the percentage of tv homes climbed from 35.7% to 55.3% The imminence of UHF gave promise for improved service . . . therefore . . . all new sets sold during the last half of 1953 were 95% UHF-VHF receivers! KTVU's Central Valleys have become a hot sales area for UHF sets . . . Proof of this is the total count . . . to date . . . of UHF sets within KTVU's effective coverage area . . . Now — according to NBC research — including Sacramento, Stockton and Modesto areas — 98,100 UHF homes. With contiguous counties a total of over 112,000 UHF homes. KTVU 36 NBC TV Represented by George P. Hollingbery Company THE NATION'S MOST POWERFUL TELEVISION STATION 4 OCTOBER 1954 WHBF ROCK ISLAND, ILL. CBS FOR THE QUAD-CITIES is favored by location in a 4 city metropol- itan area, surrounded by 10 of the most pro- ductive rural counties in the nation. In both radio and tv WHBF is the Quad- Cities favorite. Les Johnson. V P. and Ccn. Mgr. 2£LK WHBF;; TEICO BUILDING, ROCK ISLAND, ILLINOIS liprtiinttd by A very- Knodel, Inc. The "RESULTS" STATION in Washington ■ •pr«i«nt«d Nationally by John Blair A Co. " \ ( li-.i i ing I louse should, il it's going to have anj value, take away from the agent iea mosl oi the \% < ■ r k in- volved in checking invoices against or- dera and affidavits. If an advertise] receives a newspapei hill In- usually pays without checking t<> Bee if t lie ad ran. \\ e do the checking. However, the radio situation is more complicated than newspapers. There are more rate differentials and discounts in radio. I suppose the Clearing House would have to have some kind of master file of rates. "Efficiency i- an important advan- tage but, in m\ opinion, the big Bell in such a Clearing House would have to be economj ." Clayton Huff, assistant treasurer of Batten. Barton. Durstine & Osborn: "The idea sounds appealing hut it was ins impression that the agencies are ex- pected to |>a\ for something that will save the stations money. I'm not sure whether it will save the agencies money or not. It might save some but I -till think the setup would have to he fi- nanced by the stations. ''This Clearing House would insert another element between the advertiser and the station in addition to the agen- C) and the rep. It means more corre- spondence, for one thing. hue. cen- tral billing by reps for their stations also inserts another part) in the bill- ing procedure but we feel the rep un- derstands the situations that inevitably come up in hilling since the rep is closer to us than the station. "The NOAB works well but don't forget it performs another function. It checks billboards to see our ads are run. It would never be economical for the agenc) to do that. Stations alread) send affidavits of performance. Be- sides. the billboard business is more cut and dried than radio and t\ . There i- more uniformity in rates and tabu- lation machinery works well." The well-oiled and smooth working niachinerv ol \d\ll has evoked many a sigh from harrassed billings execu- tives in the radio-t\ field. Let's go over il once light!) : \(>\l! is a service organization co- operative!) operated and owned by nearl) 250 ad agencies. Together these agencies service more than 600 ac- < ounts using poster and paint hill- board-. The latest official count ol members, among whom are included mosl ol the top 1591 houses in the business, 1- broken down b) NOAB offices as follows: 78 in New York, 115 in Chicago and Detroit and 48 in - I- rancisi 0. I hi- is the wa\ V ) \l!'~ central bil ing operates: In it- preparation 1 inontliK bills to it- members it cons dates all plant operator invoice- b) a< count- and b) agen< ies. It transmit invoices and location lists to ageni applying continuity discounts. \fti- collecting from agencies it consolidate all payments so that each plant opera tor receives one monthh check. Final l\. an itemized statement i- issued onc< a month to members showing unpaii items. \0\B. however, doe- a lot more Since it i- actual!) an appendage the agencv it negotiates and conti for space: keeps the agencv inforn on the status of such negotiations, - as when a certain billboard ma) available: arranges preparation of posters and sends out painting in-tru<- tion- ju-t from one original piece of art work: takes care of all ship! from lithographer to plant operator; verifies and inspects the far-flung hill- board schedule, helps adju-t com- plaints and main other things besides. The ad billings setup in the news- paper field lies somewhere in bet! current billboard and radio-t\ pra< I Most of the important dailies turn the billing (bore over to their reps. The Rat/ Agency, one of the few re|>s which handles billings for its radio and tv stations, took the job because it was first a newspaper rep and merely con- tinued billing for its stations when it entered the broadcasting field more than 2d years ago. As a matter of fact, The Katz Agency got into broad- casting initially becau.-e it- papers into broadcasting. So far as SPONSOR could discover, Branham, also a newspaper rep. i- the onlv other broadcast station representa- tive which bills for it- stations. CBS Radio Spot Sales and CBS 1 \ S Sale- bill for their stations but since CBS, Inc., own- a good number of the station- concerned, the) are not com- parable to Katz and Branham. The Katz system paper work -tarts off with a form confirming time bought. This is mailed to the ag< \ cop) also goes to the station. One of the three other copies which Rat/ keep- goes to the contract department for this confirmation form is the onlv written evidence the rep has until the actual contract comes through from the agency. This is usually a month or two later. Yerv often a contract is 92 SPONSOR N^6 650- AooP°° ' bl *eV paid, l<> K;tt/. ilii- represents proof id the essential integrity of the busi- ness. K.it/ bills monthly, sends out about 9,000 invoices a month. It Bends out a separate bill for each product's use of each station. I5HDO. for example, about 300- 100 bills a month. How. ever, l!l!l)<) -end- back about three or fniii checks ever) month with each in- voice itemized. Thus the check may have a tail thai runs from one end of the Kate treasurer's office to the other. Katz pays its 38 radio and 32 tv stations bj the 15th of the month, whether it secures payment from the agencies or not. Katz, in turn, protects itself bj deducting its commission be- fore passing on payment to the sta- tion-. Each station gets one check a month. When the contract, or order, comes in from the agenc) it supercedes the confirmation form. The schedule bought, however, has already been en- tered on a Kat/ contract form which has a box for ever) dav of the year and has space to indicate what dis- count rates have been earned. The in- voices are made up from this contract form. Some agencies want the maximum discount earned for a client's entire schedule applied against each month's bill but many prefer to pay discounts as they earn them. This avoids their having to return monej in case of a cancellation. Katz uses no billing machinery. Vs a matter of fact, the actual bills to agencies are hand-written. H. J. Gren- thot, assistant treasurer of The Kat/ Agency, told sponsor that a punch card system would be impossible to use in radio-tv billings since there are too many human decisions that have to be made in connection with rebates, short rates, discounts, etc Further- more, discounts have to be consolidated for one advertiser who has two or more agencies, i In I his connection, it is in- teresting to note that Dancer-Fitzger- ald-Sample is paid b\ ^ oung & Kuhi- cam and Benton & Howies to calcu- late frequenc) discounts for clients the) share. • \\ hile Grenthot said the Kat/ i en- tral billing operation has proved of greal value he felt that such an opera- tion for the cntiic industr) might be tOO \ .i-l and COmptil atcd. \t presenl Rollinson's Clearing House proposal is -till treading war Be ause it i- such a '"big" proposal would probabl) take time before J segments of the industry act togetfa on it. assuming both broad* asfa advertisers want it. \t present, tl agen< i<~ are waiting for the station- take the next step while the statioi are waiting for the agencies to do lik v ise. * * 94 MORE PROMOTION [Continued from jxtge 31) No one can sa) for sure. TvB has been tried. Not everyone believes tha a federated lvl> wil work. I he media have never had to face the prol lem of federation because print anc broadcasting are quite different. \< papers and billboard are local and onl local. The) are like spot radio. M zines are national and only national. The) are like network radio. The Bu- reau of Advertising of the Ainei Newspaper Publishers Association never had to face the split personality that is found in radio and t\ with na- tional advertising being able to < I between national spot and network. One of the problems that tome- to mind is this: If a national advertiser calls the president of the federated BAB and asks for a presentation on | radio, what should the president do? Should he get in touch with both the national spot and network division! and let each director decide whether he will visit the advertiser? Should he decide to -end out salesmen from onl) one division'.'' If both network and spot salesmen visit the adverti-er and attack each other, will this tend to make the client think that neither spot nor network radio is an\ good ? It can also be argued thai since net- work and spot do a different kind of job for advertisers it is not necessary to set up competitive divisions within !!\li. \ client'.- problem can be ana- lyzed to discover whether spot or net- work will do the job that need- doing. Once this is decided. BAB can present it- facts accordingly . The point can also be made that mosl oi the money contributed to BAB b) the network- i- used to promote spol with the full knowledge of the well-, lit i- believed the same vvill happen in I v B, with the network- tak- ing the position thai spot tv i- a prov- ing ground for future network clients.) * * * SPONSOR The 490,000 television families in the vast WCCO-TV market area turn naturally to the picture on Channel Four — that other member of the Northwest family circle. In Minneapolis-St. Paul television, WCCO-TV leads:* • Three out of every five quarter-hours from 8 am to midnight. • Every quarter-hour of that vital daytime viewing period between 8 am and 2 p.m. There's room for your picture in the WCCO-TV Family Album. The other member of the family Minneapolis-St. Paul *Telepulse, August 4 OCTOBER 1954 95 by is a trade paper 1 Whether it's a television station, a radio station, or a tradt i lication they have this in common — they're all advertising vefii in business to deliver selling messages to a logical audit ct The logical trade paper audience for you (if you're a radi tv station) is the national timebuyer, the account tive, the ad manager, the man on the ageno board. In short, advertiser and agency decision-mi If you can find a trade paper that guarantees regular thorough readership by important decision-makers yo| got that essential ingredient for advertising success advertising medium that's right for One of the toughest jobs in advertising is finding the right vehik The advertising woods are full of wrecked campaigns that lac I only the right station or the right magazine to keep them on the r< d.- Trade papers come in all shapes, sizes, and abilities. Tr come in varied ability to deliver the right audience. Br I cast publications are no exceptions. Him SPONSOR rate as an advertising vehicf Answer: if you're a radio or television station it rates number < SPONSOR led all broadcast publications in a large-sc study of agency advertiser trade paper reading habits conduc by a leading radio and television firm. SPONSOR POXSOR the magazine radio and tv advt &r: blevision station ner one among broadcast trade publications in every seg- r of this study, was 20% ahead of publication "B" in rar readership and 25% ahead in total readership. urvey of top agency timebuyers made by an eastern agency ed SPONSOR the most read, most preferred publication. )NSOR's own continuing study (July 1954) is soon to be sed. This compares 1953 readership findings with 1954 and \ valid clues to the growth of the broadcast trade publica- ;. Some of the summary findings are charted here. 1953-54 COMPARISONS OF BROADCAST TRADE PAPER READERSHIP' Publication "I read" 1953 1954 "I read regularh " 1953 1954 "I read thoroughly" 1953 1954 SPONSOR BROADCASTING •TELEVISION VARIETY RADIO DAILY BILLBOARD 860/o 86% 63% 68% 32% 42% 68% 77% 68% 58% 39% 31% 53% 73% 56% 45% 20% 24% 55% 51% 52% 44% 29% 27% 40% 40% 62% 43% 35% 32% 47% 44% 31% 22% 8% 16% jp survey by CORE, 1954 survey by Alan C Russell Marketing Research. i] agencies and advertisers surveyed; only broadcast publications at least one year |(t time of survey included; only Standard Advertising Register and National Ijlter Agency List used as sources; 1100 questionnaires mailed and 245 returned. WBSLr^sBS^Jmf^: CjPONSOR would like to tell you, in businesslike terms, what trade paper advertising can do for you. Interested? SWEET-ORR < onlinued //«/// page credits its success t" its reputation for qualit) .mil durabilit) . Ii- customi i s, therefore, are likel) to be fairlj con- -. i \ ,iii\<' and to bave i onsei \ ative tastes in air programing. • Although i ■ i * »— t ol Sweet-( Irr's i us- tomers are men, man) a woman will [ •iii« base a pah "I pants "i a jacket foi hej husband. Sweet-< >ri wanted t" place announcements next to program- ing that could be enjoyed l">tli b) men .mil women, .ii a time "I < Ii \ when the men wen- al home to listen. Sweet-( >rr's ( in niii radio and tv schedule reflects all three factors. During tlic lii-i few months "I 1954, Sweet-Orr's air efforts were confined t.. ,i single television show. Jim l/< - km Sports, over WCBS-TS (Satur- days, 6:10-6:15 p.m.). The firm be- gan sponsoring the show in September L953 and it ran through April of '54. I In- show, a five-minute round-up of the da\"s sport- -core- and game high- lights, was -lotted at a time when the man of the laniib was around, prob- abl) watching t\ with his wife. M< ka\ did the commercials live, displaying THE MIGHTY "MIKE OF SAN ANTONIO 250,000 Milliwatts Ikiiww National Time Soles — New York Harlan G. Oalces & Assoc. Los- Angeles — San Francisco men handise modeled on dummies. Sweet-On and it- agenc) were con- vinced sports shows wen- a good way in advertise it- prodw ts and decided in -w in Ii tn radio during the baseball season. I he) bought one-minute announce- ments over \\ INS immediate!) preced- ing ever) other New York Yankee game throughout the entire season. With the New York market ad pro- lem solved, Friend-Reiss turned to nihil ke\ Sweet-Orr cities, bought announcements n ithin d.j. -how- in 1 1 cities, -lotted the one-minute pitches in the 7:30 to 8:00 a.m. time period in all cases. Three announcements a week are run in all eities except Philadel- phia, where five announcements are used. Here are the station- now being used outside New York: KYW, Philadel- phia; WBZ, Boston: \\ II \\l. Roches- ter; WIBC. Indianapolis; \\ PTF, Raleigh; WARM, Scranton; W BT. Charlotte; WRVA. Richmond; W BAL, Baltimore; WJR, Detroit, and WGY, Schenectady. "The early-morning chatter and di-k jockey show is a good vehicle for us because it gives us the benefit of an established personality in a given area," Ratner says. "We don't go in for strictly jazz shows. We buy well- known personalities who have an easy- going approach and a balanced kind i>l program as far as the musical se- < limis are concerned. "The early-morning hours give us a chance to get our message to a man while he's relaxing at breakfast or driving on his way to work. We picked the half hour between 7:30 and 8:00 a.m. for our announcements be- cause the workingman who's a pros- i it for Sweet-Orr clothes isn't likely to he listening to the radio an) later. Friend, Reiss prepared three differ- • :il one-minute e.t.'s for use in all 12 markets. All three versions are done b) Kevin Kennedy, veteran news and sports commentator, who lends a note ol authorit) ami dignit) to the mes- sages. \ll three commercials -in-- Sweet- Orr's 83 years of experience in manu- facturing this specialized type ol men - clothes, -ell the whole line instead of mentioning specific item- or pri< es. Vnother important cop) point is the union label found in ever) Sweet-Orr product. I he i ompan) has alwa) - tained a | olic) ol using union op- erator- in it- products, says this i- on reason for the relatively high prici it- products. Styling and durability are ah. stressed in the cop) with phrases liki ". . . fabrie and stitching ju-t uon' tear!'" ". . . made for the rugged a. tion only workmen can give it. . . lo dramatize the durabilit) -ale- point, one e.t. i- built around a theo- retical scene at a count) fair (see p 37 1 . Kevin Kenned) - voice gives play-by-pla) account of a "tug-o'-war" between -i\ men three on one and three on the other -who tr\ to pull apart a pair of Sweet-Orr work pants. ! In- commercial run- along like tlii-: Girl: book. Dan. it's a tug-o'-war. i Crowd roars sound ///< i {Bring (loan keep in background \ Announcer: We're at the fairgrounds al Newburg, ladies and gentlemen, where the -i\ huskiest, brawniest, strongest men in the countr) are lined up, three on a team, in an attempt P rip a pair of of Sweet-Orr tug-o'-wai pants. The) re taking up a < hall. Sweet-Orr's been making since 1\ James \. On and hi- two nephews, Clinton \\ . Sweet and Clayton I Sweet. I lie present board chairman, Clinton W. Sweet and bis brother, Stanle) \. Sweet, executive vice presi- dent and treasurer, are direct descend- ants of the founders. Vlso instrumental in shaping the firm's current advertising policies are if- president, Edgai C. Van Winkle: Tom Billington, sale- manager, and Bernard Oppenheim, Bales promotion manager. James Orr, often called the "father ol the over-all industry" turned hi- hand to men's clothing after a vain iiek to California in search of gold during the Gold Rush days. He de- signed and tailored men- Buits for Singer Sewing Machine for a few years, then got the idea of manufactur- ing o\er-alls on a '"mass production" basi.-. Orr designed the over-alls, had them made up and went back to New York with a sample case. His next problem was getting enough orders to start production. Orr decided railroad workers would be his ideal first target for customers. Sample case in hand, he went down to the railroad yards, walked up and down the track display- ing his wares and getting orders. Once bed drummed up enough business Orr rented a loft and began produc- tion. Thus the Sweet-Orr Co. was born. Sweet-Orr's biggest competitors in the East are Blue Bell, sold chief!) through chain stores. Lee work clothes and Williamson-Dickie. None is using the air media on a significant scale at the present time, although a few firm- have tried radio and tv for limited periods in the pa-t. * * * IN ROCHESTER, N. Y. Represented Nationally by THE BOILING COMPANY GARDNER ADVERTISING (Continued from page 38) b\ Tom was an impersonation. "The radio announcers, of course. told listeners that 'Tom Mix i- imper- sonated." but all the kids thought the announcer said 'in person! "Gardner i- an old radio user," he added. "We were using a lot of radio back in the L920's. We're -till getting a ki< k out of radio — all over the i ounlr\ ." "We've had Pel Milk since 1921. \nd the Mary Lee Taylor show was on almost 21 years ." Marshutz is interested in tele. - and radio. He said the night beft; he had spent half an hour on the te phone working out a new -how. The agen< \ also pioneered in t» vision. W Inn KSD-TV, St. Louis, we on the air earK in l'HT. Gardner - (died all the programs for the -tati< during it- fu-t week of operation, "Now we do a lot of t\. feel home with it." Marshutz -aid. "I Lnstaro e, Pel Milk sponsoi - ' .• bel on NBC T\ alternating with mour. And we're going into tv ou -ide the I .S. We bought Ziv's < kiu want to know nun about ts and radio, talk with Ri Fisher. He's v.p. in charge of ai media. . . ." The grain' vim-: Marshutz didn't I it. but I alread\ had talked with Bil Fisher a little. He was m\ "guide* at Gardner, the first person 1 when I arrived at the agency. Fisher and I had hardl\ met wl his phone rang. And between and 10:00 o'clock, as I sat in his ofli j . \. . limn me- dia, lii'in ait and so forth. Ml the members "I the team work together <>ii all Bhow 9, er< ials and an- nouncements for theii particular ac- ■ -unt." Before < oming to St. Louis I had heard ;i lol aboul Gardner's Pel Milk commercials. "\\ e do most "I them live," Fishei told mi-. "We like live commercials h hen dealing w itli Food pr< du< ts be- cause we think it gives us bettei qual- ity, improved appearance, clarity, spontaneity and flexibility. '"We're not denying that animated coi en ials and lilm can do a good job, hut for food live demonstration does a bettei job. Another "must" l<>r food commer- cials, Fisher believes, is the use of extreme < loseups. Thai way there's more appetite appeal. "Weeks before a commercial is to j 1 1 mi the network," Fisher said, "we take a recipe down to the kitchen. I saj we take it down there — actualK the) probabl) developed the recipe in the fn-t place. KWKW ES LA PREFERIDA De Los Latino-Americanos En Los Condados De Los Angeles y Orange — which means — KWKW is the choice of Latin-Americans in Los Angeles and Orange Counties A survey of 696 completed calls made in Spanish to Latin-American names chosen at random from Los Angeles and Orange County telephone directories showed the following: 1ST CHOICE IN STATION PREFERENCE KWKW 66 1/2% 2ND STATION 7 1/2% 3RD STATION 7 % 4TH STATION 3 2/3% 5TH STATION 3 2/3% MEXICAN STATIONS 3 % KWKW Pasadena - Los Angeles New York Representative RICHARD OCONNELL, Inc. "\\ e have a big home economics department aboul a dozen employees ami it works out all the recipes with win fiomemakers Panel. More than J.liliii women all o\er the I ,S. partici- pate in the panel. "Anyway, as I -aid. we -tart in the kih hen. The cops is written with a home economist looking over the < opy- writer's shoulder. Mid we take a Po- laroid Land Camera down to the kitch- en to shoo! stills oi the various Bcenes thai will go into the commercial. "I f evei \ thing < omes out ( ).k.. we go <>\er to KSD-TS to put the com- mercial before live cameras, using pro- fessional models as the home econom- ists. We put it on just as it will go on over the network. 11 the client's in town, he can come over and see the commercial. "If the commercial works out all- right at KSD-TV, we -end the BCripl to New York where Chic Martini, our radio-t\ director in that office, and his people produce it on the network -how. I'd Milk does considerable Ln-store promotion. Fisher said. One of the promotions is a recipe-of-the-month. The agency uses this same recipe for one of its tv commercials as a tie-in. "Pel .Milk, b) the way," Fisher said, "is our Number One t\ -radio client. Some of Gardner's accounts are much smaller than Pet Milk. And that's one aspect of the agencv business that's evident at Gardner — there's local tele- vision a- well as network television. Some of Gardner's local accounts which use tv include the St. Louis First National Bank, the Southwestern Bell Telephone Co.. the St. Louis In- dependent Packing Co. and the I nion Flcvtric Co. "These people naturallv want to use television. Fisher savs. "hut thev have relatively limited budgets. So when using tv with these accounts we have to make up in ingenuity what the] lack in moncv . "Being a big agency in an off-beat market I not New York. Chicago or L.A.) our job for local clients be- comes even more important," Fisher -aid. Before joining Gardner in 1951 fisher was associate director of tele- vision and radio for Young & Rubi- cam in ( hi( ago. \( that time ^ &B had 12 Chicago accounts with billings ol aboul $18 million or an average ot $1.5 million per account. "Our ac< ounts don't come m ai eraging that here at Gardner," he u "So we really have to watch the m< ey." One wa) of saving mone\ is to shi silent film footage locall) and then u an announcer- voice synchronizi with the footage. Fisher called in Jav Kacin. i -i-lanl. Fisher described ka< in "young in years hut long in entertai ment and commercial knowhow. IF •i professional musician in addition i being an experienced film and live gram producer."' Fisher said. "A ri handed Frank Kemlev. Kacin "s kn edge of inii-ie -land- him in good - during the current trend toward mated jingle commercials on tv." Fisher wanted kacin to take me U] to the media department and thn the art. cop> and research depan ment-. Although Kacin was intei ed in the middle of a project, he i into Fi-hei- office with a big - on his face. It didn't surprise me par ticularly, since I'd noticed that e one at Gardner seems to l>e in a < ■ ful mood. Tv ranks high: Gardner's media dj rector, Warren Kratkv. rank- t< sion as one of the two top media producing consumer impact, i The oth- er top medium: Four-color ROI' paper space — which Gardner has used succe-sfullv on several accounts. I "W< rank television so high." Kratkv told me. "because it gives us an opportu- nity to do the oldest and most efT« • kind of selling — face-to-face selling. complete with demonstrations. Gardner's television billing is about evenlv split between network and spot \\ ithin the media department, the hav- ing responsibility is divided among three people — Grace McMullan. Earl Hot/.e and Frank Heaston — all of whom spend their full lime at the dual jobs of recommending and buving broadcast media. The timebuyer's job i- considered an important one at the agency. "In- itiative, alertness and good judgment are qualities we look for in our hav- er-." -av- kratkv. "The broadeflfl field i- a fast-moving field: you have to have people with these qualities, plus the freedom to exercise their judgment on-the-spot, if vou're going to do a top-flight job for vour clients. ltt-»i<> change it after Beeing it iele\ ised. "\\ hether it s on t\ or not, good design still i- awfull) important," he said. "The impact of the name of the product should come off verj East You have to get the stor\ told in silhouette alone. You cannot depend upon color alone. General!) good grocer) food displa\ i- good t\ . Czufin is still looking for the ideal ua\ of selling an inexperienced client a storyboard. He's tried drawing the idea on paper as well as transparent slides. "It's hard to get the idea across to a client," he sa\s. "If you use an opaque drawing it's not the same as projected light — which is television." All the artists under Czufin work as a team. "We have a cross-fertilization of ideas, he explains. "This happens in other agencies, too, but the important thing here is that no one cares who gets the idea. And no one has to fight to preserve his idea. You don't have to fight to be recognized here.' The art and copy department works hand-in-glove. he said, as I left to go over to W illiam L. Spencer's office. Spencer is vice president and cop) director. 'Ad makers': On the wall of his of- fice were two paintings that caught m\ eye. Looking at them closer, I noticed "Spencer" in the lower right-hand corner. "1 up, I'm an amateur painter." Spencer admitted. "The theorj at this agent \ i- that you cannot separate art and copy. We have to think in term- of pictures as well as words. "\\ Inn the) d" a layout or stor) - hoard, the art department should have the complete sales picture — and think in term- of what the ad as a win -hould -a\ rather than in terms design. "\\ hen we write cop) in this deua menl well, we couldn't write the co without ai lea-t a crude idea of t picture.1 Spencer believes there should be o big copy-and-art for art-and-cop) i d partment. The aim. he says, i- a • bination of word- and pictures tli tell- a story. The aim i- for everybo< at Gardnei to lie ad maker- ratli. than mereh artists 01 w riters. applies to radio and Iv a- well at space advertising," he -aid. \n agenc) -hould train it- copywriters, Spencer believes, no • ter where it's located — hut e-peciall in St. Louis. "We've grown so fa-t we can't do 1 00', -o we have people with a \ riet\ of backgrounds, he -aid. "\\ have a couple people from radio, couple from journalism school. - from retailing we've heen \er\ pi . " \- far a- I'm concerned," S| continued, "the most important tlm — aside from ahilit\ to handle w< and live!) imagination — is a dri\- get someplace. Like the art department. Sp< department turns out all kinds of • for all kinds of media. Vm ha\e I ha\e a fierce desire to do a bettei than anyone else. "Newspaper and magazine a lot closer to t\ cop\ than radii copy," he sa\s. "Radio copy require- imagination. 1 1 > easier to swing ; print media to television. Print is real- l\ \ er\ close to television. I believi the best printed ads. like the best t\ commercials, demonstrate product ad- vantage-. The biggest tv headaches he has are production costs on local show-. It - a headache for the writer, he asserts because props and visual aids ai limited. Tough on recipes: The next place Jay Kacin took me was the home munics kitchen. Or to be more pre- i i-e. kitchens. There are three com- plete kitchens. The\ all use regular equipment; two are equipped with gas ranges, one with electric. "We turn out two recipes a week here for Pet Milk alone." Marjorie Posthauer, a home economist, told me. "That"- 1 1 » 1 a year. Here." she said, 104 SPONSOR iking a pan from a drainboard, "you iok hungry. Have a brownie." lit as the tastiest brownie I've ever ad.) "Every recipe goes through three >ugh tests before it's ready for the onsumer," said Clara Jane Lutes, an- ther Gardner home economist. '■ Consumer research is under the di- ection of Thelma Lison. "First, we test it. Then we have dial we call the novice test. One of he girls from some other department >f the agency comes down to try out he recipe. The third test is made by he Homemakers Panel." Marjorie Posthauer rejoined the oiiversation. "Some women on the lomemakers Panel don't even make some of the things," she said. "They ,s rite back that 'it just doesn't appeal 1 1 me.' When they say that without :ven trying out the recipe we usually ihandon it." "Something I bet you don't know," Clara Jane Lutes told me, "is that most husbands don't like green peppers. I don't know why," she added wistfully. I gathered that she rather liked them. When I asked the girls for some facts on the Homemakers Panel thev told me I could learn more from the research department. So Kacin and I went up to see Ken E. Runyon, direc- tor of research. 2,000 panel members: "The Home- makers Panel," Runyon told me, "has , been going for about five years. It was set up as another agency service primarily for recipe testing, but has grown to cover much broader areas of consumer usage testing." Runyon said he considers the panel a good cross-section of U.S. house- wives. He feels sure that it reflects the usage habits and attitudes of the "mass market" which spends most of the con- sumer dollars. "We have about 2,000 panel mem- bers, he said. "We can provide a larger sample by having each member of a family fill in a questionnaire for certain jobs. At times we have done jobs with the husbands or with the children of panel members." In choosing the sample, Runyon al- locates members geographically in pro- , portion to the population living in • each of the nine Census regions. Within each Census region members j are distributed proportionately by mar- ket size, age of housewife, education «MEN W*EE BEUEVE wttAT THEY SEE"-— Although Mr. Thoreau lived long before the era of television, he expressed a theory that WBNS-TV up- holds throughout its entire operation. Seeing is believing . . . and we believe it is important to give our viewers things they can believe in... whether it's a fantasy that leads them into a temporary make- believe world for a short reprieve from every day dol- drums, or a down to earth honest product promotion. That's why WBNS-TV makes use of top rated CBS TV programming, and meets the same high standards for each commercial production. Whether your spots are integrated into CBS network or local shows, or are 15 minute to hour strips across the board, all films, slides and live productions are accorded true showmanship, then backed up with an outstanding merchandising promotion. We at WBNS-TV want the 423,000 homes that tune us in every day to enjoy the best of full time program- ming that enables them to believe what they see. COLUMBUS, OHIO • CHANNEL 10 CBS-TV NETWORK — Affiliated uith Columbus ^Dispatch and WBNS-AM. • General Sales Office: | ii North High St. REPRESENTED BY BLAIR TV 4 OCTOBER 1954 105 NOW ON THE AIR f WGTH 1 1 TV J % C H A N N E \- g \18/ HARTFORD'S OWN TELEVISION STATION in the heart %. valley M CONNECTICUT'S MOST POWERFUL TELEVISION STATION — OPERATINC ON FULL POWER OF 187,000 WATTS! WGTH — HARTFORD General Times Television Corp. Represented by H-R TELEVISION of housewife and husband's occupa- tion. "We don t use Income as a means of choosing families," Runyon disclosed. "We agree with the recent finding o\ social scientists that income, as such, tells \'-r\ little aboul a person's buy- ing in spending habits." \n\ Gardner client maj use the panel for a fee, Runyon said. The housewives aren'l paid for par- ticipating but thej do get an inexpen- sive gift at Christmas and after each recipe receive a dollar to cover the cost of the ingredients. II it's been a particularly tough job, the agency may send panelists a small gift afterwards. "In a panel operation there's always a chance that the members will become conditioned," he said. "They ma\ ci- ther 1 ecome lax in handling jobs or they may become 'experts.' For Un- reason we drop 1>M', c,| our panel members each year and substitute new ones. This means that every five vears we have a completely new panel. In Locating panel members, Run- yon's department uses various mailing lists, premium and recipe requests, fan mail received b\ t\ and radio person- alities on clients' programs and friends or relatives ol present members. "I think we have a more informal approach than most other panels, said Runyon. "We make all correspondence 'chatty.' In many cases we tie it in with the season of the year or current new-. We publish a bi-monthly news- letter which informs members of the activities of other members, gives them timely recipes and gives them results of the tests the\ took part in. "When they write to us. we answer their letter- personally, signing them 'Jane Blair.' As a result of all this, we have a wonderful degree of loyalty and responsiveness from the panel members. We net the kind of enthusi- asm j mi don t gel w ith most con- sumer testing panels. The last -top on mv tour was in the Purina Mill- account group's office headed up by V.P. .lark Leech. 1 • ouldn'l begin to find out all about Purina's advertising methods. I he • ompany make- more than 2'5d prod- ucts (including mink feed). It's the biggest firm in St. Louis, does about 8500 million worth ol business a year. You i an see some ol it- fa< toi ies t rom bill blow II - olli Brown i- the radio and t\ a< executive on Purina. "\\ e feel that radio still i- the i h< est means of reaching farm pen j when they're in a receptive mood buying," Brown says. "But at ll same time we recognize changes tl television has brought about in i farmer- daily way of living. \\,- now u-inji 12 t\ stations." Purina i- using 136 radio stati. three to six times weekly, mostly fi days weekly, Brown told me. Purii is on sonii- loo stations on a ba-i-. "Radio gets more than all othi dia combined," Brown -aid. "And ti radio budget was increased last fall. One of the more unique activities • the Gardner account ^roup -■■ Purina is the traveling involved. Most of the executives working ■■ the Purina account, -aid Brown, spa '•In hi- own community, every l>mail caster ran. if he wishes, become statesman, a leader of hi- community a benefactor to the welfare of hi- neighborhood, doing a jolt which can not otherwise be duplicated. The n& nature of the facility which he h under hi- control enables him, more % than other-, to contribute to the en jo?' men! of living of each of hi- fella* neighbors and citizens." ROBERT T. BART! 1 ^ FCC Commission* I two or three week- out of e\er\ month in different areas. They talk to every- body from the big distributors d to -mall farmers. "How grass roots magic: ••Don't expect me to give you an) magic formula for using ra- dio and l\. " \1< lluvli told me as soon a* we'd been introduced. "If I knew a magi< formula I certainl) wouldn't tell anyone. Hut unfortunatel] I doll t. ' M< Hugh has a large, square with a picture window. The walls . paneled in mahogan) and tli< i thick rug on the floor. It could bi !>ank president's office, except the! a t\ set in one corner. M< I Iii.Ii wouldn't -a\ whether dio and television were going to more emphasis at Campbell But iie made a passing refi > lele\ ision that might he . onsii hint a- to what the agen< \ max < Here's what he -aid : "Both radio and television theii pla< <■. Bui television will ha an increasingl) hijj^er place in ti advertising spectrum. Color i- ghru new vitality to product- which < ouldi use black-and-white television.*1 \\ hen Campbell-Ewald i- de on an advertising campaign for a u have an idea, a lot of people cat it produced. Not so main people e\er think up ideas, though.'1 His department is concerned with < reating and producing radio and t\ vehicles for Campbell-Ewald air us \h Hugh explained. Time buyu done in the media department. 108 SPONSOR McHugh said that the agency's close- ness to its clients was one of the ad- vantages of being located in Detroit. ■'Besides," he said, '"you can do a bet- ter job out here than you can when you're caught up in all the excitement admen surround themselves with in New York." His radio and tv department works a* a strong functioning unit day in and da) out. McHugh said. Many of the •uni members have been with the de- railment a long time and there isn't ;nui h turnover. "We run this depart- ment as a damn sound business. As a result we are able to operate efficient- ly with fewer people than some agen- cies nf our size and billing." In summing up his department's op- eration. McHugh said: ''Unlike some agencies where there are 500 people who are chiefly engaged in rushing around. " his people operate as profes- sionals "like in a doctor's office." Zero-a-year budgets: Robinson took me to lunch in the Recess Club, which has a large dining room on the top floor of the Fisher Building. "Its membership includes auto executives. We joined W. Paul Stewart, vice president and account executive for National Steel; E. A. Schirmer, senior vice president who serves on Campbell- Ewald's executive committee, and Lawrence R. Nelson, senior vice pres- ident, secretary and treasurer of the agency. I asked the group how the agencv was run. '"At the top there's an executive com- mittee," Nelson answered. "It consists of Henry G. Little, who is president and chairman of the board; Edward K thman. senior v.p. and general man- a; -r; J. J. Hartigan. senior v.p. and media director; Schirmer and myself." Schirmer entered the conversation at this point. "The executive committee." he said, "assigns men to accounts, decides ma- jor financial and other basic policies." Stewart said that the agency has contracts with all its clients. "We have contracts so the client will know what's expected of him and how we expect to get paid. It protects him. too, by telling him what we're pre- pared to do." Between courses, the conversation veered around to agency problems. "When things get tough," Stewart said, "you wish you were in a business notW 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: 477 Madison Avenue Chicago: 2710 West Summerdale Avenue Hollywood: 6253 Hollywood Boulevard 4 OCTOBER 1954 109 WICHITA, KANSAS 124,311 SETS Are Receiving KEDD's Increased Signal Strength of ONE- iQUARTERj MILLION WATTS Now Saturating Wichita's Billion- Dollar Market With Kansas' Highest Power! \\t Repi\ Burroughs Corp. which, incidental- ly . i- one of our ao OuntS. SPONSOR WVkes-Bazre-Scrantonlv 15 of the Top ^ in g 34 of the Top 40 N 9 ^ Wett-?* periods, Worn ► 6 to W P«". MondaY leads in 117 penods- SET COUNT SEPTEMBER *» 171,000 • nee! • • thatS What , Audience ..t'^U '^s-Barre-Scranto^ Audience ^ vy/BRE-TV in the ^m* Te,epulse Repo* P-ves - «*-r.w^- - srs*s 'eel *-■ • ; Stupenaous bet (ts h gWy anJ ^ flfst W» V.ne-uP of N. B. eng.nee kn^-How^ ■n COLOR-TV .n N. b- ' 1M£™%? ~ A Representat.ve -Barre, Pa- . Meadley-Reed Co. ■•| want to poinl out, Robinson . ontinued, "thai tin- ad fund bears M<> n lationship t<> th>- Ch ■ rolet Deal- ers Vsso iations. I he dealei - assoi ia linn- have theii own bud " I he ad fund, on the other hand, i- .1 fund buill up l>\ each dealei and the factory. It's figured on the basis ,i- delivered to each dealei and it has i" be very < arefull) k«-j »t . \t n<> time > .in ill"' ad money be spent out- side a particulai dealei - zone of in- fluence. \i the I. ii end ol the department was the office ol Paul < rumerson, w ho i- responsible t<>i the fund. "i Had I" show j ou oui sy stem here, ~a i< I Cumerson. \ lift I asked foi some background on the ad fund, Gumerson i"lil me that ii was set up in 1925. "Ii i- based on a < ontribution l>\ the dealer and a i ontribution by the factoi \ . I he fund, Gumerson said, "is controlled like .1 trusl account. i 'umerson said that before \\ < ► 1 1 < 1 War II network radio 1 1\ wasn't a I. 'i toi then ' couldn t be charged against the ad fund. "Nothing could be charged to the factor) portion," he said, "thai couldn't be charged i<> the dealer. Network radio wasn't con- sidered local enough, bo it couldn't be charged against dealei-. Now, how- ever, we're able i" charge network ra- dio and t\ againsl the factor) portion o| the ad fund. I i. h dealei ha6 a vote in the choice o! media, Gumerson said. Once a yeai ( hevrolet polls all of its dealers, asks them to fill "ui a questionnaire detail- in.: the way they'd like theii ad mone) spent. "The two prime media are newspa- pers and billboards. In -mailer towns minute movies are used, and -ome- lime- painted bulletins. "Around new-car time, in the big cities, spot radio and t\ are used. It was nearl) quitting time. Hut alter returning to the General Motors building from the West Annex, Robin- son took time to show me the library. "One of the finest agenc) libraries," he said, showing me around. "I know the value of a library," he continued. "I'm a former newspaper man my- self, \ou know. The agenc) has three conference rooms, one of which is a combination conference and screening room. After going through one of the conference Just How Much — PROGRESS HAS CHANNEL 11 MADE IN THE FIRST TEN MONTHS? HERE'S THE ANSWER! HERE'S THE ANSWER! HERE'S THE ANSWER! IN ADDITION 76% OCTOBER, 1953 ARB ratings showed that Channel I 1 was rated first or second in the market JULY, 1954 ARB ratings showed that Channel I I is rated first or second in the market OF THE TIME 9% OF THE TIME 65% In the daytime the JULY ARB rates Channel 1 1 first or second in the market OF THE TIME Based on Oct. 53 and July 54 ARB Ratings ABC Twin City Station WTCN-TV^Wll Minneapolis - St. Paul 316,000 WATTS FULL POWER National Representatives — Blair-TV, Inc. rooms Robinson started to take me ii to one portion of the art department l!ut he stopped 1 1 a 1 1 w a \ through th. doorwa) . "Can't take you in there.*" he "Top secret. They're working on thi 1955 Chevrolet advertisements.*1 "is we turned to lea\e ihe a; Robinson looked around him a- if tr\ - in» to see into all the offices of uV agency. "I've seen everything that- come out of here for the past years," he said. "And I think our agency comes pretty close to it- - ■.an " Advertising Well Directed'.*1 • * * MBS PRESENTATION [Continued from page 16) does not drop radically. In fact, dar- ing the average quarter-hour. 9 a.m. -12:00 noon radio generally at- tracts between 10.5 and 13.5 million listeners in the home. Another million and a half or more indi\ iduals I to radio outside of the home dui these hour-, i See (hart on pagi for graphic illustration of a typical weekday . i During the lunch hour, betw noon and 2:00 p.m., at-home listening dips to 10 million during the a\e quarter-hour, liut the wider mai between in-home and total listei indicates that people listen to radio at work or in public places while they're having lunch. During the afternoon shop| hours, between 2:00 and 4:00 p.m.. some eight or more million people lis- ten at home during the average quar- ter-hour: under a million listen in other places. \t 1:00 p.m. out-of-b listening begins to -oar. increasing the margin between in-home and total lis- tening to nearly two million people. Taking New York time as a base, 1:00 to 5:00 p.m. i- the heaviest period for car-radio listening throughout the country . Radio listening increases from ">:(K) p.m. onward to reach a peak between 0:00 and 7:00 p.m.. when total listen- ing approaches 1") million during the average quarter-hour. Contrary to cur- rent feeling among admen, radio lis- tening between 7:00 and 0:00 p.m. is ,i- high as listening during the morn- ing hour-. \fter 9:00 p.m., it begins to dip. "it-home listening during the 9:00 t" 112 SPONSOR 1:00 p.m. period is still above the 10 to 5:00 p.m. nine million mark, twever, out-of-home listening adds lie more than a couple of hundred I >usand to the at-home audience. Be- een 10:00 and 11:00 p.m. the lis- ting audience wavers between six cl seven million. I (2) The American people listen to tlios in all rooms oj their home, as '11 as outside the home. This theory currently being proved by two re- nt research projects: the Ward study id the Politz report, entitled "Na- mal Survey of Radio and Television -ts Associated with U.S. Households \hn 1954." The latter study pro- les not only the most recent set nint (based on 11,020 interviews), it also shows where the sets are lo- tted. It will be published and re- ased by ARF sometime in October. The Ward study actually correlates ication of the radio set with the lis- ners' activities. As the housewife loves around her home during her aj 's activities, she listens to the radio ■t in the particular room she's work- rig in. (See chart on page 45 for sum- lary of listening habits on a typical eekday.) Figures summarizing the location of he sets listened to throughout the day •rove the flexibility of radio to an ex- ent that no previous survey has shown. Hiring the morning, for example, "ore people listen to radio in their citchen than anywhere else in the tome: 40.67c of total listening be- ween 9:00 a.m. and noon is in the citehen. Some 34.9% of all people istening to their living room radios luring this time, while 10.4% listen fo bedroom radios. During the afternoon, living room and out-of-home listening rise at the expense of kitchen listening, although 33.4% of afternoon radio listeners are still housewives busy in the kitchen. At night, 55.3% of the listeners are in their living rooms, only 21% in the kitchen. However, it is interesting to compare these figures with nighttime tv viewing habits. Between 6:00 and 11:00 p.m. 88% of the tv audience is m the living room, only 12% of it elsewhere in or out of the house. Dur- ing this same time period, 42.5% of radio's audience is listening to radio somewhere other than in the living room, be it the kitchen, bedroom, or outside the home. During the morning and afternoon, of course, the contrast is even more startling. Never less than 4 OCTOBER 1954 fo&jL here's real maqic... the kind advertisers want to see when it comes to sales . . . And while sensational, there's no trick to the sales results you get through WTAR- TV. This established VHF station has just what it takes plus the know how . . . maximum facilities, topnotch network and local programming, an audience of 325,000 homes and dominance of an area that covers the eastern half of Virginia (including Richmond) and all of northeastern North Carolina. •h S^ £»<**^7Hi**£te TftaJut Represented By Edward Perry & Co., Inc. channel 3 NORFOLK 113 WHAT'S JOE FLOYD OP TO NOW? Just this! Joe Floyd's al- ready dominant KELO-TV now adds even greater power. Now completed is installation of new 20 kw amplifier increasing signal. . . . and signal makes sales in this flourishing greater Sioux empire.* KELO-TV, its great entertainment medium and constant buyers' guide, now reaches out to bring extra thousands of customers into your buying orbit. 'South Dakota, Minnesota, Iowa KELO and ^acCux Channel 11 -Sioux Falls, S. D. JOI ItOYD, Preiidenl NBC (TV) PRIMARY ABC • CBS • DUMONT NBC (Rmiip) 4 filial* o7.2'; of tv's total audience watched television in the livin» room. The ac- idities report in the Ward studv -how-. however, that the housewife Bpenda bet- ter than 70' ; of hrr 0:00 a.m. to 6:00 p.m. day outside the living room. 1 3 1 The American people listen to radio both while they're relaxing ami while they're working. This fact is per- haps the single most important one for advertisers. It brings to mind a new -ales approach: "point-of-use" selling. In other words, time your commercial to that part of the day or evening when your potential consumer is doing some- thing related to the product you're Bell- ing. For example, the advertiser can find out from this study such specifics as the fact that women between 25 and 40 generally wash the family laundry on one particular day of the week, be- tween such and such a time. A laun- dry soap advertiser might find that, although ratings during that time peri- od seem relatively low. he could be reaching a concentrated group of po- tential laundry soap buyers at pre- cisely the right psychological moment. and possibly at a lower cost than his previous shotgun technique of an- nouncement schedules. To give admen an idea of the va- riety <>f activities that radio listeners carry on while they are listening, MBS compiled a sample chart for SPONSOR comparing activities of the at-home audience and the out-of-home audience during a quarter-hour in the morning and a quarter-hour in the evening. Here. then, is what the at-home au- dience is doing while it is listening to morning radio I the quarter-hour is one between 11:00 a.m. and noon on a Monday I : Dressing, bathing 1.3% Eating or preparing /<><'' ! . whereas only L2$ of the listening audience is still eating or preparing food. A similar activities breakdown for the OUt-of-home audience shows that the scope and character of this pre- viously unmeasured audience is great- er and more diversified than the radio industry itself suspected until now. During a typical morning hour. 114 85.6* i of the out-of-home listener- at work or in school, 4.69< are tra\ ing, 2.V '< shopping. 2.5^ in pub places like restaurants, taverns, b; hers, etc. Over 35' "< of the out-of-home au< ence are engaged in some form of i laxation on a typical weekday evenin Another 2i>' '< of them listen to the r dio while \i-iting a friend or relatiu 23.8$ are working or in school 1> Iween the sample time period (8:00 1 0:00 p.m. i while listening to the radii These, then, are some of the lights of the MBS- Ward studs. Jim Ward's research -taff continue to tabulate and began interpreting td results of the survev at sponsor's ; time, it became apparent that - valuable conclusions about listei habits will slill emerge from the - about the nature of listening hah general as well as out-of-home nighttime listening. However, the rei scope of the survey made it difficnl for research analysts to tabulate interpret the facts within the relati short time since the survey was ducted. \ brief explanation of Wards meth od and philosophy in conducting thi- survey shows how and win MBS ducted the studv. Mutual Presi Thomas F. O'Neil had earlier de< to make a study of the true pictun radio in its over-all relation to sellii,. media in \merica. In line with tin- decision, Mutual research contacted J. \. Ward, Inc. They jointly spent a year developing survev methods. Ward spent several months testing the various techniques, such as tele phone, personal interview- and dia Once they decided upon the diarv method, the Ward research staff !• the various types of diaries. Here's how they decided to handle the survev when the results of their tests came in: 1. Interviewers would place (In- dian personally. 2. A diarv would be kept l>v each individual member of the family . 3. The diarv was to be kept for a Iwo-dav period, in order to get maxi- mum result-. J. \. \\ aid inter* iewers w trained in techniques of approaching families within the sample. No one referred to the study as anything hut the Ward Daily Living Habits Sur- vev. Neither the network, nor radio in general, were mentioned to or by interviewer-, so as to prevent slanting. SPONSOR This was the survey objective: To get a projectible sample of U.S. oiiseholds and individuals over age ix, resident within those households. From this sample of individuals ml households, the following data iias to be obtained by quarter hours ach day: percent awake or asleep; lercent at home or out of home; per- ent listening to radio; percent watch- ng tv; percent engaged in various it her activities; percent of radio lis- eners listening to sets in various loca- ions; percent of tv viewers viewing lets in various locations; percent of lersons in automobiles; percent of -ons listening to auto radios; per- ent of radio listeners tuned to vari- ous network affiliates; cross-analyses and summaries by family of any of the above. About the households surveyed, the Ward study was to find out the follow- ing additional data: the number of ra- dio sets owned; tbe location, type and capacities of each radio set owned; the number of tv sets owned; the loca- tion, type and capacities of each tv set owned; possession of other house- hold appliances. Over 200 interviewers covered the selected rural and metropolitan areas, each one equipped with a map which outlined his work for a week, includ- ing whom to see and how to instruct the housewife in the supervision of the diaries left for her and other members ol her family. In terms of the length of time the diaries would be kept, the greatest number of days would have been most desirable for economy of operation. But testing had shown that the co- operation of the respondent would lessen and his recordings would be- come less complete and accurate after a couple of days. Also, when a two- day period was decided upon, Ward realized that this limit restricted the maximum recall period to 48 hours, in case respondents didn't fill in the diary as they went along throughout the day. The short stories that any one of the interviewers could write about his trav- els through cities or through miles of countryside looking for the people who were picked as the sampling would fill volumes. Despite difficulties, 91% of the fam- ilies handed in diaries that were com- plete for both days. The 9* , of fam- ilies who did not full\ complete these records were characteristic of families which generally do not complete self- administered studio that is, low-in- come, low-education, non-white groups. The interviewing was conducted dur- um March 1954. Every fifth person I alphabetically by first name) kept a longer, more detailed diary, with two pages ol statistics to fill in for every hour, whereas 80' , kept a condensed four-page chart for their quarter-hour activities. At the end of the two-day period, the interviewer went back to pick up the diaries, which then went back to editors in J .A. Ward's home office, for processing. Out of more than 40,000 complete diaries, information was then trans- ferred to some 600,000 I.B.M. cards. "Tabulations will require approximate- ly 480 million I.B.M. card punches," Dick Puff added. The net result is a study based upon a bigger sampling than any previous national living and listening habits study ever undertaken. • • • . . . keeps viewers tuned to RMJTV FRESNO • CHANNEL 24 the FIRST TV station in California's San Joaquin Valley KMJ-TV pioneered television in this important inland California market. The strong pull of top local pro- gramming plus NBC and CBS network shows continue to make it this area's most -tuned -to TV station." KMJ-TV is your best buy in the Valley. Paul H. Raijmer, National Representative "KMJ-TV carries 24 out of the 25 top-rated nighttime programs, 6 out of the 10 top-rated daytime shows in the Fresno area. (March 1954 ARB report) 4 OCTOBER 1954 115 VOLUME SALES IN WORCESTER BEGIN AT THE FRONT DOOR! D A U M B 0 C N T |^r SOME SALES MAY BE MADE AT ** THE BACK DOOR IN WORCES- TER but WWOR-TV — THE ONLY TELE- VISION STATION WITHIN THIS 32ND MARKET IS THE FRONT DOOR TO VOIUME SALES! ^WWOR-TV IS THE ONLY TELEVISION STATION WHOSE PRIMARY COVERAGE AREA COMPLETELY ENCOMPASSES THIS 600 MIL- LION DOLLAR MARKET REPRESENTED 8V PAUL H. RAYMER CO. MAXWELL HOUSE < ontinued from page 33 i Maxwell House brand was outselling competition in Salisbury two-to-one. Even more Btartling an- Borne indi- cations "I Maxwell House's Bhare "I the i 1 1— t ii 1 1 1 market. In a number of pla< es, ii bolds more than ball the market. In Omaha, for example, ac- cording to Consolidated Consumer Analysis, the percentage using the Maxwell House instant i- 60.5; in Se- attle, it i- 57.4. In othei areas its lead is substantial, as in St. Paul, where the percentage is 43.3; Columbus, 38.2; I lun., lulu. 36.3. To top tlii-. sponsor has been relia- bly informed that recenth unit sale- (il Instant Maxwell House have sur- passed sales of regular Maxwell House < offee. The significance of this can best be seen against the coffee experts' views of industry trends. First of all, regular coffee still outsells instant l>\ a tremendous margin. Last May the \rw ^ ork Journal of Commerce esti- mated that 1954 would see instant selling about 25% of the market. That figure i- already out of date, accord- ing to the most recent expert estimates furnished sponsor. At the present time instant coffee is taking about one- third of the market. By I960 this fig- ure is expected to reach 50%. In the case of Instant Maxwell House, the forecast 1960 percentage has already been passed. That this is no mean accomplish- ment can be seen from the position of the regular Maxwell House brand in the market. A check of the 19-market study referred to earlier shows that while the regular is not way out in front, it is holding its own pretty well. Out of the 19 markets, it holds first place in lour markets, second place in two market'-, third place in three mar- ket-, tourth place in five markets. Obviously advertising is not solely responsible for the remarkable success of Instant Maxwell House. It take- a bard-hitting operation that involves a good product, smart salesmanship and merchandising, along with advertising to produce result-. But the ad cam- paigns niu-t be given a lot of the ' t . .lit. Here's an over-all look at the Maxwell House ad picture. Dominance of tv: Instant [Maxwell House relies in the main on television, both network and spot. In radio, of which it i- a lone-time user, the com- pany is now active only on basis, having dropped its two CI Radio daytime programs, Tin x. Mrs. Burton and If frith 1/ am Newspapers are used in about the - proportion as Bpot tv. General food- will not relea budget figures, but SPONSOR has tl views of a source who i- in a | tion to make a fairly shrewd estimat I hi- -how- that, of an approximal 87,000,000 budget, almost hall to t\ . The net picture i- not qui however, because Instant Mai House shares costs with Gaines Ii I ood, another member of the ' I oods family . \t the present time proximately 20', or $1,400,000 i- eai marked for spot t\. Network t\ about $1,900,000. U>out 2o\ . into newspapers. As can be seen from the percent ages, Instant Maxwell House beli< -trough in net work tv. The current Instant Maxwell I network vehicle i- December B< which bowed in on CBS T\ this month. Past shows ha\e included The i Buttons Show. Life if ith Luigi and Masquerade Party. Like the instant, the regular \Ia\well House product relies heavih on network tv. airiu- its message through Mania, also on CBS TV. A comparison between the covei and cost ol December Brule and Mama reveals that a great deal c money and effort arc going into the in- stant campaign. One estimate ha- it that the instant budget is double that of the regular. December Bridt being carried on more than 150 -ta- lions: Mama's range has nevei tended past 50 stations. Comparative gross time charges for the first seven month- of 1954 for The Red Buttons Show, whose time slot the new -how i- taking over, was $1,296,000; for Mama during the same period it ».i- approximately 1848,700. Since in both cases the coffees share costs with other General food- divi- sions, the actual amount -pent 1>\ each for network time is not easy to de- termine precisely. Of -peeial interest has been the ex- perience with The Red Buttons Show. When General Food- dropped it. the trade talk was that the company feared Buttons could not successfully in< i a falling rating despite a series ol format revamps, "let. at the time comic and company parted, Button- ranked number 13 among the fir-t 1 I 116 SPONSOR , the Nielsen rating list, a respect a- U position that many advertisers ^uld he quite happy to reach. ,i>o>,sor is now in a position to re- mI the real reason for the cancella- t n of The Red Buttons Show. Ac- rrding to an unimpeachahle source, (j> Instant Maxwell House brass were ijt concerned more than normally Jth the n lit the ti rating. They were convinced trie time had come for Maxwell j>use Instant to go vigorously after a ]>re "broadly based" audience. The ittons show, for all its impact, was parently not reaching as many of ■ more "mature" viewers as Maxwell juse wanted. The company felt that i" Buttons show had done its job •II. but that a new vehicle, geared to different type audience, was needed the future. December Bride got the Maxwell <>u?e nod. This is a situation come- -tarring filmland's Spring Byington. le appeal to the mature housewife, id the young married couple as well, obvious in the concentration on a iddle-aged heroine whose life is in- ilved with a younger couple. The iting story on this show is yet to be iade, but sponsor learns that super- itings are not what General Foods is >oking for in this show, at least not vlusively. The firm seems more oncerned these days with type of au- ience. The Buttons story, incidentally, has n ironic twist. The show has gone o NBC at 8:00 p.m. Fridays, directly pposite a General Foods show — famal Indications are that Buttons vill revert to the character and skit format that originally brought him l\ success. Till now, star Instant Maxwell House tv salesman has been easy- mannered Rex Marshall who quietly hut firmly pounds home the story of "pure coffee" and "flavor buds" that are the heart of the Maxwell House message. A simple demonstration of the solubility of the coffee, pointing up ease and convenience of prepara- tion, is part of the tv sales talk. Spot tv and radio: The network campaign is buttressed by supplemen- tal^ spot efforts in specific markets. Maxwell House is a consistent user of spot and believes in it strongly. In 1953, sponsor estimates, about 20% of the ad budget was split evenly be- tween spot radio and tv. These pushes are usually limited to a few weeks at a time and strike a particular market intermittently. The theory seems to be that a concentrated push will have a strong, but short- range effect, and should be ended be- fore a point of diminishing returns sets in. Then, at a later date, you can strike again and pick up new cus- tomers. Since 1953 (exactly when is hard to pin down), Instant Maxwell House has experimented with a number of sat- uration campaigns. In September 1953, for example, a campaign broke in about 70 markets. More than 7,000 announcements were carried by 208 stations in September alone, according to Spot Radio Report of October 1953. Philadelphia carried 586 announce- ments; Baltimore 578; Los Angeles 195; Washington, D. C., 417; St. Louis 401. These were published fig- ures, but sponsor has reason to be- lieve that they were actualK higher in many cases. A typical tv spot campaign had been launched at about the middle of the preceding month in some dozen markets. Approximately $45,000 pur- chased about 415 20-second spots on mid-week evenings. But these were limited in number per week, usually three, on 13-week contracts. This reveals another aspect of the Instant Maxwell House spot operation. There is spot coverage independent of the big pushes. The strong blows often involve additional time periods. And then the -blitz": Until July of 1954, then, this was more or less the Instant Maxwell House broadcast ad- vertising pattern: a basic network campaign supported by fairly heavy spot radio and tv spending. Then, on 21 July, came the first large scale "blitz." The figures mentioned at the begin- ning of this article testify to the scope of this intensive campaign. Here are some additional examples of how to swamp a market. While sponsor can- not guarantee perfect accuracy in every case, they are believed to be very close to the mark. The average number of tv spots per market was 52. In a day of well-filled tv schedules and limited number of stations per market, this figure is quite impressive. Average number of radio spots per market, 180. Average number of tv spots per sta- tion, 30; average number of radio VHF CHANNEL Q MANCHESTER. N. H. THE BEST SIGNAL— AND LOCAL COVERAGE FROM WITHIN THE MARKET 70% of entire New Hampshire population 110,000 TV families PLUS — Coverage of northern Massachusetts — Lowell, Lawrence, Haverhill, Fitchburg area 115,000 TV families PLUS — Coverage of south and eastern Vermont 15,000 TV families Total PRIMARY coverage 240,000 TV families FOUR MILLION PERSONS LIVE IN THIS AREA 4 OCTOBER 1954 117 <^ WCOV-TV Montgomery, Alabama NOW OPERATING w ith 200,000 WATTS Were Transmitting a Strong, Clear Picture Over a 70 Mile Area CBS Interconnected ABC Interconnected DuMont — NBC Get the Details From Raymer Co. ~l Mit - per station, 54. These are average figures. In Okla- homa Cit) alone two stations aired 99 i\ Bpots. Similai amounts of tv ad- vertising were carried in a number of places. Radio Eared exceedingl) well, in man) markets the three-da) figure ex< eeding 2iii) announcements. I In- two-week campaigns were equall) liea\ \ . \\ orcester's \\ I >R( i anied 300 announcements. Boston's \\B/-T\ carried 205 and WIS \( I \ \2() spots in a concurrent campaign. What were these campaigns geared to? \ "deal in each market that was designed to gel quick customei action. Instant Maxwell House offered either a \'i0 or 250 discount through the re- tailer, stocked up dealers' shelves in advance, and then let loose the bar- rage in that area. The "hlitz" clear* the shelves: Given the "ileal" and the heav) ad budget, some effect on sales must re- sult, and even a success stor) in such a ease is not ver\ surprising. But the results were apparently so extraordi- nary in this case that the) ma) throw a new light on the effectiveness of sat- uration advertising when used to its full potential. SPONSOR found that dealers and distributors in a number of markets were delighted with the "blitz" results. For concrete verifica- tion SPONSOR went to a typical area that had not been hit quite as hard as some of the others. Syracuse. Here one radio station, WFBL, however, ap- peared to lead the station list in the three-day campaign with 113 an- nouncements. Three other stations carried the remaining 1!! spots, and two tv stations split about 40 spots. Prior to the campaign the dealers had been well stocked for the 150 deal. Sensing a success story in the mak- ing. WFBL'* merchandising operation went to work in advance of the cam- paign. The station mailed 750 jumbo postcards to grocers announcing the opening of a drive which would fea- ture the coffee offer 39 times a da\ on the one station. It later featured the < ampaign in it- monthl) "\\ FBL Ra- dio News," which it sent to 3,100 grocers, manufacturers and retailers. ["he station was right. \ -u< ■< ess Stor) was indeed in the making. Onl) it was to be greater than anyone ex- pe< ted. I he product moved so fast that, according to a Maxwell House spokesman, "I itt\ percent ol the Btores had to re-ordei w ilhin the three da\ s of the campaign." A graphic picture emerges these statements b\ Syracuse dea - Martin Connors. Inner jot / ( Food Markets (a (Greater SyraL chain) — "It went ovei excellently. ,, cleaned up on it.'" George Gehomin, manager i Sweetheart Supei Market in \ ,, >\ ractise "\\ e increased sales expectations. 1 didn't stock enougl am highly in favor of saturati vertising to sell volume in a -It time." trthur Dygert, co-owner of It, and Lent her Supei Market. !/• within Greater Syracuse ""Our - . increased 90^1 . Instant Maxwell ||,,, i- in front ol othei brand- bei this saturation -campaign. I ,. wholeheartedI\ of < oncentrated i advertising." km Chapman, store managt < . I pool {within (, renter Syraci had about 1,780,000 calls. I have sold three or four more • just didn t have enough -lock hand." Mr. Chapman felt that tl power of the campaign had 1 der-estimated b\ Maxwell Hon-.-. Long-range effects: At this po the cynic might \er\ well wond< all the noise is about, since ii difficult to dent a market given a rel "I money and a price discount play with. What is important is long pull. What happen- aftej "blitz?" Do the customers -ti< k Instant Maxwell House? It is too soon to come up with definitive answer. There are indk lions, however, that the Maxwell II saturation approach does produce ing benefits. One source told SPONSi that in some areas there has bea increase of Instant Maxwell II business of probably 5(1'. -in< > "bhtz." Another states that the sat uration campaigns may be delivi 12 to 20rJ increase in steady us \- indicative a- anything, perhaps a sur\c\ b\ the Illinois Daily News per Markets, Inc. of 20 market-, as ported l>\ Food Field Reporter. 7 S tember 1953. The survey -bowed that Instant Maxwell House had jun from sixth to fir-t place owing to a "tremendous advertising and prcni"- tion campaign in the Illinois mark In thi- case the campaign was inert- l\ tremendous in scope. If it [nod such phenomenal results not an - lated case, incidentally, what might 1" SPONSOR aliieved via an even more intense •jlitz?" The Syracuse story gives part (the answer. It was one repeated in i rket after market, if the reports com- jj> to sponsor are any indication. With such results to point to, station in and reps are convinced that Gen- ,il Foods will come along soon with ; other big punch. Invariably, station I'okesmen checking schedules and re- mits for sponsor were of the opinion u repeal performances are inevita- 5. They are already impatiently raiting the time-buying moves of the ency, Benton & Bowles. Uure use of the "blits": The ilitz" is an expensive business and ikes a lot of planning and organiza- >n. Unless it produces solid results company is not likely to repeat it. is therefore of some significance that istant Maxwell House intends to do repeat very soon, not in the same arkets, however. You should see >out three such campaigns a year, srhaps four. It is interesting to note htat in past unpaigns radio and tv have both been it hard. Without question, the heavy mcentration of ad fire on radio has dded to the aural medium's spot stat- ic It might then be assumed that arthcoming campaigns would follow .'he former pattern. Yet sponsor has ^arne dthat there is a chance radio nay not fare so well in the cam- iaign ahead. How will radio and tv split the spot ■udget? According to a reliable source, »oth media will continue to be used n the normal spot manner. But the >ig "blitz" will be limited to tv, where ibout twice last year's amount will be WILL THIS MAN FILL THE "HOLE" IN YOUR STAFF?? 5 Years active duty with the Air Force — Last two as a PIO for SAC A degree in retailing — emphasis in advertising 10 years in show business — amateur and professional, both acting and stagework Recently "doubled in brass" at a now-shutdown VHF station as a newsman, weatherman, traffic director, copy writer, announcer and program director. Wife and Boys, my severest critics, hope you can use my services. For more information contact Box 104 c/'o SPONSOR, 40 E. 49th St. New York 17, New York spent. This does not mean that Gen- eral Foods is brushing off radio. As one official put it, "We believe in ra- dio. As far as we are concerned, it is here to stay." Network radio, however, does not seem to be in the cards this season, although the company is still apparent- ly willing to look if it can be shown anything. And although present plans for the "blitzes" do not include radio, this by no means indicates that spot ra- dio will not be used along with tv. "Actually, there will probably be a lessening in production of black-and- white sets with color production in- creasing, and with this there should still be a continuing demand for the monochrome receivers. Initially a color receiver will probably find its way into the family living room, but television will probably follow the path of radi« with a black-and-white set in the chil- dren's room, in the patio, playroom and bedroom." DAN D. HALPIN Gen. Sales Mgr., Tv Receiver Div. Allen B. Du Mont Laboratories At Instant Maxwell House they are convinced that radio offers a speed and ease of jumping strongly into a mar- ket unmatched by any other medium. It may be that because of this speed and flexibility, the campaign details as they relate to radio are being left to last. The fact remains, though, that its use in the "blitz" does not seem to be contemplated at this time. There is a good chance, however, that a considerable dollar volume may yet go into radio for another reason. If sales continue to climb as they have during past saturation campaigns, the decision may be made to throw added quarterly profits into further advertis- ing. And the only place for such "ex- tra" money to go is radio. * * * SCHWERIN TEST I Continued from page 3 1 1 provided for the purpose, the name of the proj yt advertised and everything they c£ emember that was said or illustrate about it. - flV' Then, another drawing is held, also with a year's supply of instant coffee as the prize. On an identical check list, the respondent is again asked to choose which coffee he would like as the prize. From these check lists the research- ers compare the percentage choosing the brand advertised before and after exposure to the commercial. This, says Schwerin, is a measure of the sales effectiveness of the commer- cial. Since a percentage figure by itself usually means nothing, the new Schwer- in technique actually involves the com- parison of different commercials of the same product before different audi- ences. Three different commercials may be shown to three different audi- ences at different times; however, each time the commercial is placed in the same position in the same program and the same tests — pre-choice, remem- brance and post-choice — are given in the same way every time. For example: Schwerin tested three different commercials for a beauty product (see caption no. 7 on page 36) . In the first commercial the increase in the post-choice figure over the pre- choice figure was five percentage points. In the second commercial the increase was seven percentage points. In the third, 15 percentage points. To make these comparisons, the au- dience samples are matched and the pre-choice figures are made identical by dropping out some of those in the original audience. The comparisons show that the dif- ference in increase between the first Business is Good in ABILENE Thanks to KRBC-TV Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS 4 OCTOBER 1954 119 Wichita Falls Texas . . . i more people watch KWFT-TV CHANNEL 6 CBS & DUMONT •Wichita Falls TELEPULSE for June 7 thru 13, 1954, from 6 A.M. to 12 midnight, shows that more viewers were watching KWFT-TV during 76.73"/o of all the quarter hours when a television station was on the air in Wichita Falls! BMI MILESTONES BMTs Beriea «>f program continuities, entitled "Milestones," focuses the spotlight on important events and problems which have shaped the American scene. November's release fea- ture- five complete half- hour show readj lor im- mediate UM Smooth, well- written scripts lor a varietj of OSes. "Milestones" for November i PADEREWSKI— Pianist, Patriot and President 'Nov. 6) MARINE CORPS DAY Nov. 10' VETERANS DAY 'Nov. 11 > THANKSCIVING— We Gather To- gether i Nov. 25' MARK TWAIN— Samuel Clemens (Nov 30' • Vila rtoiu • '"'■'• '•"■ <""'- mrr.ml tpOIWOrihtp "* ><>•"■ local ilatlaiM /••' dmtalh BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL and second commer< iala i- too -mall to be significant but the increase shown l'\ the third commercial was two i" three tunes biggei than the othei two. The conclusion, therefore, i- thai the third commercial was the most effec- tive "f the three in motivating people in want the prodw t. So mu< li i"i the a< tual method. Now, what advantages does Schwerin find in it? I he advantages cited 1>\ Hora< e Schwerin are those he finds in hi- 1 >a- -n audience-tested-in-a-theatre meth- od. Hi- gave them in a speech before the Pacific Council of the 4V- la-t \\ ednesda) . "To sum ii|> the matter briefly," he said, "we have come i<> feel that the desideratum in research such as ours is for the measure thai is usd to pos- sess two charai tei istics: "One. It should be coincidental. I hat i-. it should I"- taken at the time ill the action we are measuring. "Tun. It should have the quality of observed action. That is, we should ni't just trust to people's unverified statements; rather, we must trj to note what the) artualh do under condi- tions like those we are seeking to mea- sure." Schwerin pointed out he is not criti- cizing standard market research and added that asking questions before- hand is frequentlv helpful in predict- in- trends while asking questions af- terward "arid without complete verifi- cation through observation is almost invariably a necessity in market stud- ies and the degree of error can com- monly be taken due account of." Schwerin cited a recent supermar- ket shopping study made for du Pont which disclosed that 70% of the buy- ing decisions were made after the shop- pers had entered the stores. I See cap- tion no. 9 on page 36.) As another example of the inaccuracies involved in questioning beforehand, he said that a number of studies indicate that only about half of the people who sa\ they will buj a major (that is. relativelv expensive) product within a certain time do so. \- for asking questions alter the event. Schwerin stressed tin- forgetful- ness of people. He pointed to a cla--i' stud) in psycholog) (the Ebbinghaus "curve "I forgetting") which indicates that most of the forgetfulness of peo- ple during a month's time take- place during the first hour. \- another example of this, Schwerin mentioned an Office of War li lion stud) which disclosed that n,. out of even -i\ persons qu. said the) did not cash in wai biUL during the preceding seven days though thev had actuall) don. & hwerin also stressed that hi- od has the advantage of isolal ■ ne factor he i- interested in the tent to which people are moth bu) aftei seeing a certain commen 1. 1 hat i-. his method measures the I vertising alone. \\ hen a person comes into to bu\. a number of factors inten e to (loud the effect of a < ommercial t j had been heard or viewed previowL Other advertising was also heard r seen, friend- maj have boasted alut a competitive product the\ wen Once in the store, a myriad of fact«. impinge on the consciousness of a -hopper: -pe< ial offer-, prices, du "i bland displays, the regul space allocated to the product in q lion, the clerk's influence and so : The location of the -tore itself - important factor. rhese an* things a particular adw tiser has little control over and an possible to measure or predict. 1! ever, if the advertiser knows he doing the best possible job with commercials, he has accompl - quite a bit. But what about the method '- n ahilitv ? \\ ill it measure what it sav it will measure? Before offering his method to ac vertisers, Schwerin spent a good nl time testing it- consistencv, whkl i- what research men mean when th» -peak of reliability. One of the firs things to find out was whether ther* would be differences in pre- and . choices without an intervening ci mercial. If there were differem e-. thei the whole idea would be unsound. these differences would completely fog up the significance of the influence of the commercial. That is. if the choice figure alter a commercial In percentage points higher than the pre-choice figure how could m>u tell what amount of that 10 percentage point- was caused hv the commercial and what amount was caused b) the erratic- switching around of the i -inner- mind? S hwerin made a number of experi- ment- without intervening commer- cials. One -eric- involved choices -i\ heei brands with post-cl occurring an hour after pre-ch 120 SPONSOR il those not interested in beer, an tentative prize of $25 was offered, i no case was there a difference of ore than I' < between the two. This 5| was repeated twice with similar suits. \ nother question was: Would the licit of a commercial be the same with ifferent audiences at different points f time'.'' If not, then something was roiia with either Schwerin's audience .milling or the method itself. In one test, the same beauty prod- (t commercial was shown to three udiences at different times. The first inie the post-choice figure was eight lercentage points higher, the second ime nine percentage points, the third ime seven percentage points (see cap- mi No. 8. page 36). Schwerin also tackled another ques- ion that would occur to admen. Won't exposure to any commercial cause nore people to choose the brand ad- ertised? If it did. the method might •till be useful but Schwerin would ave to get involved in figuring out a instant factor to be subtracted from is results, which might be quite a 'implicated job. However, experiments showed it is ot true that simple exposure to a com- mercial increases the desire to buy. In two cases there were commercials which had no significant effect on the desire to buy. In a third case, the ■ -(-choice figure was significantly lower than the pre-choice — from 50 to 459c (see caption No. 6 page 35). If the results from this experiment are completely sound, then advertisers who buy radio and tv without com- mercial testing are taking a tremen- dous gamble. It means that a number of sponsors are spending literally mil- lions on air advertising without know- ing I until the sales figures are in, at least) whether or not they are throw- ' ing their monev awav. This is certainly a conclusion Schwerin would not disagree with. He also concludes that the tests of reli- ability shown above indicate clearly that the differences in pre- and post- choice figures in his testing method are meaningful. W hich brings us to the final ques- tion : What are the uses of this new measure? In Schwerin's experience, the most common use to an advertiser is to find out what selling points in a commer- cial will make the consumer prefer his product. Example: Schwerin was given two different baking product campaigns to test. He was given representative com- mercials for the campaigns. Schwerin testing showed that Campaign "A" was decidedly better than Campaign "B" in terms of its power to create a pref- erence for the brand. The job now was to find out win. This was done by examining what the audience remembered from the com- mercials from the two campaigns. This information is gotten from the unaided remembrance material which respondents write down before the post-choice. Schwerin researchers discovered that certain ideas were stressed and remem- bered in the weaker campaign and not in the stronger one. One idea — the tastiness of the finished product — was emphasized in both campaigns. It was concluded that these ideas had no in- fluence in determining "would-buy" choices. But two other ideas — "better results" and "appearance" were stressed and remembered only in what Schwer- in determined to be the stronger cam- paign. It was therefore concluded that these two last ideas were the most im- portant of those presented in encour- aging people to buy. This doesn't mean that any baking product will influence people to buy merely by stressing "better results" and "appearance." Aside from the fact that a lot depends on how well a commercial is done (remembrance is still an important factor in Schwerin's book), Schwerin is careful not to gen- eralize his discoveries. The above test showed why one specific campaign was better than another specific campaign, but it is not the final word on how to sell baking products. Another use is to study competitive brands. Schwerin tested typical com- mercials for two brands of toothpaste at a time when chlorophyll and other new ingredients were veryr much around. Results showed that Brand ""\. though it started out with a lower pre-choice figure, did much better than Brand "B" in influencing people to choose it. As a matter of fact, the com- mercial for Brand "B" produced no significant change at all in the post- choice figure. This was the case even though the Brand "B" commercial, which had more main ideas than the Brand "A" commercial, scored 42% higher in remembrance. (See caption No. 3. page 35.) The Brand "B" com- ■wwWMBWWmi ll.lllHlUHi I If you use TV film you need BONDED TV film service! v "". Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records * Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment DED TV FILM SERVICE LOS ANGELES • NEW YORK 904 N. la Cienega 630 Ninth Ave. BR 2-7825 JU 6-1030 FASTER, SAFER, LESS CO Because If's More Efficient! TOP QUALITY! MARY McGUIRE /? omen's Interests Director Conducts WWTV'S popular "Homemaker's Time" Monday through Friday each week. Mary brings to WWTV Land 11 years ot Home Economics Extension work in Michigan and extensive TV programing with Michigan State College. Educated at Menominee Normal, Ferris In- stitute and Home Economics Degree at Michigan State. Past Secretary of Michigan Home Economics Assn., past officer of Michigan Home Demonstration Agents Assn., member of National Home Economics Assn. Mother of two year old son, Mary knows how to talk to homemakers from both train- ing and first hand experience. CADILLAC MICHIGAN! PRIMARY CBS - \_y ABC, DUMONT R£PG£seMT£D SY fV££D -IV.l. S/U£S,GWD. fiPPS. 4 OCTOBER 1954 121 mer< kiI contained d\<- ideas, the Brand \ commercial, ihr<-<*. In analyzing the two ads, it was noted thai there was one point which Brand "\ put over better- -that is, a point that was remembered better. I lu- «;i- .1 demonstration < » f the results of an experiment in which the brand \sa- used. The Schwerin researchers then concluded that this point was the reason wh) Brand "A" did so much better than Bran. I "15." It is also like- l\ thai the fewer number of j n > i 1 1 1 - in Brand "A's commen ial was j >a n I \ re- sponsible f<>r putting over it- strong Belling point bo well. The S liuerin method is also useful for finding the besl "presenter" for a < ommercial the person or \ oice w hich advances the claims for an advertiser's product. \nother problem involving commer- cials in proper length. This i- impor- tant to a com men ial- elfe< ti\ cue-.- a- well a- it- cost. N liuerin points out thai while tin- length oi a commercial depends on how much the advertiser has gol to saj . there i- some useful test- ing that ran he done along this line. Schwerin studied two commercials for a cereal brand, one 60 seconds, one 90. The two were exacth the same except that the fir-t 30 seconds were repeated to make up the additional half minute of the longer one. The audiences were made up of children i -ee caption No. 10. page 36 I . It was found that there wa- no sig- nificant difference in the percentage of children choosing the cereal; in other words, the shorter commercial was iu-t a- effective a- the longer one. Actually, there wa- -ome loss of reten- tion caused b) the longer commercial. I he children were more inclined to lemeinher some non-rc|e\ ant impres- sions on the longer commercial, a com- mon problem in video ad-. J he above examples do not exhaust the uses of the new Schwerin measure. The question of the program which carries the commercial is a big one, for example, and one that Schwerin has looked into. \\ hatever commercial factors are measured, however, one thing can he said and we'll let Schwerin himself -a\ it: "Just as there is nothing sadder and more wa-teful than an ineffective u commercial, there can, in the rijdit circumstances, be no more potent 'salesman' than one that has the right ideas and gets viewers to remember these idea-." • • • nWDAYTONA BEACH'S fWtHOTEL AS LOW AS 750 per person double occ INCLUDING 2 DELICIOUS MEALS Europeon Ploo olio Available Spacious Rooms • Excellent Cuisine • Golf Course 2 Private Pools • Cabanas • Private Beach Putting Green • Intimate Cocktail Lounge • Dancing Planned Entertainment • Fisherman's Paradise. For Reservations & Brochure vJfjte er wire Rush Srroyer, Gen. Mar. THE HZ £* A CRAIG HOTEL formerly the Sheraton Beach Hotel DIRECTLY ON THE "WORLD'S MOST- FAMOUS BIACM" TV DICTIONARY ( Continued from page 41) NARTB to govern television and r ■ practices in the best interests of ] public and the industry. The NAI B suggests the following as a guide x the time standards for adverti: g copy : I I \(. I II OI \l>\ I k I lsl\(. MESSAGI I .until of N< WI program programs \ll other program' I Minutes l>-^ N " 1 1 me- Other I 5 1:00 1:00 10 1.45 2:00 IS .' IS 25 JO 3:110 15 4:30 60 6:00 NARRSTAGE Technique whereby c of the characters in a set, story film does all the sound voice-over tells the story. NARRATOR An off-camera or bac ground voice known as v.o. or voic- over. NARROW ANGLE LENS Closeup It: 90 mm. 135 mm, etc. Picks up portion of set or action. NATURAL SOUND Sounds of acti whose source is shown in picture wit sight and sound simultaneous. AU called synchronous or sync sound, posite of nonsync or off -screen sour. NATURALISM Belief in a rendering 0 the external world tending to exclu artistic interpretation aiming at pie and literal reproduction. NATIONAL ADVERTISING Nonloca advertising. Advertising circulated 11 regular medium outside the local r tail market in which the spons.- located. NBC National Broadcasting Co. NBC TV. NEGATIVE Film or kine in which tl natural tone values of the picture are reversed, constituting a master cop> from which a large number of pov prints can be made. the negative image: (c) negative raw stock whi has been exposed but not processed (d) film bearing a negative image which has been processed. Negative Appeal The setting up of an incentive to avoid unpleasantness. NEGATIVE CUTTING (matching) Cut- ting of the original negative of a film to match the edited positive, shot by shot and frame by frame: the prepa- ration of sound release negative and the picture release negative: the proc- ess of searching out and sorting the negative. The size of the footage, ex- 122 SPONSOR aness and value of the negative re- qie exactness by the cutters. NATIVE IMAGE Photographic im- a. in which the values of light and slide of the original photographed Dtject are represented in inverse or- | . A negative color image is an im- E|> in complementary colors, from rich an image in the original colors m be printed. rGATIVE ORIGINAL PICTURE Nega- te film which is exposed in the cam- (i and processed to produce an orig- in' negative picture image. GATIVE, ORIGINAL SOUND Sound gative which is exposed in a film re- rder and after processing produces negative sound image on the film. iGATIVE PICTURE Any negative m after exposure to a subject or isitive image and processing produces negative picture image on the film. EGATIVE SOUND Any negative film ter exposure to a positive sound im- -e and processing produces a nega- te sound track on the film. EMO Term used to designate any ■lecast picked up by station crew hich does not originate in their own >cal tv studios. ET or NETWORK Multiple tv or ra- io stations linked by coax or lines. 1) Coast-to-coast network: a group f stations covering the whole or great- r part of the U.S. (2) Regional net- ork: groups covering a definite seg- lent of the country. (3) Split net- ork: selected stations of a network sed to meet specific distribution or ales efforts. NETWORK TIME Telecasting time on .n affiliated tv station available for letwork programs either off cable, ilm or kine. NEUTRAL Theme or background mu- ;ic used under voice-over announce- nents. >IEWSREEL Film report of a current fvent or news story. N.G. "No Good." NICK 'EM Direction to musicians to play number or passage staccato. NIELSEN Chicago. Both radio and tv research. Uses the audimeter on national multiple-city and local-area basis. Covers N.Y. tv market plus five radio markets. Radio sample base of over 1,400 metered homes per minute; tv over 700 meters. Interview period is continuous with delivery date from three to five weeks. Cost from $1,500 to $75,000 per year. Over 175 subscrib- ers and eight networks. Data for ra- dio and tv quarter-hour Nielsen rat- ings, homes reached, audience aver- ages, share of audience, total audience, program type comparisons, cost per homes reached. (See Tv Ratings.) 4 OCTOBER 1954 NIGGER Form of screen or filter used in studio lighting, usually to cover or cut down light from strong spot. NIGHT FILTER An optical filter which reduces those parts of the spectrum that are predominant colors of day- light, i.e., blue and green. Night fil- ters are red and produce night effects by day on black-and-white film. They require a large filter factor to compen- sate for the amount of light they ab- sorb; they are a type of effects filter. NITRATE Highly inflammable explo- sive film stock now being replaced by acetate base. NOODLE <1) To play a few bars of background music usually behind titles known as noodling. (2) Tuning up of musical instruments, practice runs. NTSC National Television Systems Committee. An association of engi- neers and scientists from RCA, NBC, Philco, Sylvania, G.E. and Motorola who advocate the current compatible color television system. 1 ' I... .it i< .11- shoWIl and the tllin would leave an overall impression ol the ivoi lil at -v < • ■ i ■ fingertips. ^ our audi- ciK c- would be aware ol the places ilic\ would like t<> Bee the Eiffel I ower, the I aj Mahal, the < lolosseum, ■ ■[> . W ould \ mil interest straj it you urn- interested in a world toui ? I doubt it. I would have no quai rel w ith Starch if the statement read: "Avoid produc- tion-happ) commercial-. Period. We kimw thai onlj two a enes in ;i 60- second commercial can make a "pro- duction-happ) commercial il one of the scenes has no purpose in the com- mercial. \- Foi Starch's third sentence (". . . opticals are attention-getting devices . . . call attention onl\ lc> themselves ..."), is he really referring to opti- cals "i uliai we term special effects? Let s consider the use of opticals. If we see ;i woman washing dishes and then dissolve it into a dish rack load- id with sparkling clean dishes, is the audience aware of the dissolve? Not in m\ experience. They accept the sit- uation without ever considering the device thai carried them through what in Wichita Falls, Texas . . . more people* watch KWFT-TV CHANNEL 6 CBS & DUMONT •Wichita Falls TELEPULSE for June 7 thru 13, 1954, from 6 A.M. to 12 midnight, shows that more viewers were watching KWFTTV during 76 73% of all the quarter hours when a television station was on the air in Wichita Falls! ordinaril) would l>c main minutes "I scrubbing, rinsing and carefully stack- ing the dishes on the rack. Is the opti- ca] then an "attention-getting" device? I ei tainl) not. For the moment let's assume thai Starch did nol mean that opticals were attention-getting devices, and examine the statement thai Buch de\ u es "call attention onlj to themselves." If we accept tlii—. then we Bhould do away with: i 1 i Animation. For it is an atten- tion-getting device, unless it is used to explain some mechanical function thai cannot he photographed in the usual manner. i2i Sound effects, including music. i .'i i All "live commercials except what we call "straight pitches." Il would seem, then, that those com- mercials which all of us consider to he the most effective would have to be discarded, measured by Starch's stand- ards. One last word on Starch's "Good Rule "Don't use opticals and effects unless functional, such as fades, to de- note lapse of time." First of all. I don't believe anyone uses an optical effect unless it is func- tional. An optical properly planned never is obvious. If the audience is aware of a "functional" optical." it indicates poor planning and not that you should do awa\ with the optical. As far as fades are concerned, some commercials do not lend themselves to fades. Fade-ins and fade-outs require about three seconds. I wonder if Starch can tell us how much of the audience would be lost after the screen goes dark. This doesn't mean that fades should never be used. We are currently pro- ducing a series of commercials for a national advertiser in which the prod- uct is photographed against black backgrounds. \\ e see mil\ the product Saran \\ rap and hands demon- strating the use of the product. Be- cause the screen is about 7.")', black, the use of fades is logical for these < ommercials. The lade- continue, rath- ei than interrupt, the visual effeel ol a highlighted product on a black hack- ground. I think Starch should have said, "Make certain all scenes in a commer- cial have a definite purpose and that there is a definite continuity visually 01 in the audio. I se optical- carefulh t" i larifj a point for the audience." ROUND-UP {Continued from }>age 65) • oloi t\ . I he guest li-t "was com] -j from those families in an incon i that can afford the new < olor re even at existing prices," the said. Persons in the first group j. mitted to the station were gi\en paik incuts reading "Charter Membersn Certificate, Color Television f t Nighter. ..." * il It) Willi . . . Iii a two-color full-page nev ad. \\ CAN-TV, Milwaukee "Thank you Milwaukeeans for maki our first year such a tremendi ■ ■ ss. To a< knowledge your entl and support we wish to annoum to build Milwaukee's Tele\i-i. tol — designed and built exclusively i the finest in t\ programing." The showed a picture of the new structn and noted thaat 83' < of the . it v "~ sets can receive WCAN-TV. uhf Q 2.".. \ < ompass and a small cowbell we:' among the gadgets received by spot sors and agencies within the past fon night. The compass came fro- \\ MTW, Mmint Washington, am; affixed in the middle of four picrun which showed an Eskimo, a ca driver, a penguin and a hula da looking at tv sets in their native lai The sets were all tuned to \\ MTW ' Well, a slight exaggeration, perha the station admits. Inside the f" BARNEY GOLDMAN is out of a job ZIV'S whirlwind sales rep from 1941 to '50; then exec with a big mid-western dairy and final- ly general sales manager for Guild Films IS OUT OF A JOB! A million dollar annual opera- tor with a terrific background of mid-west radio and TV con- tacts. Available for "immedi- ate delivery." University back- ground . . . married ... 3 children, rarin' to go and ready to produce. "I'm tired of loafin' "... get in touch with BARNEY GOLDMAN 626 WASHINGTON PHONE WILMETTE 4928 WILMETTE, ILL. 124 SPONSOR i i map of the station's true coverage ii'a and "nothing hut the truth." . . . le cowbell came from WIBW-TV, '!|jeka, in a box headlined "You're i ited to help us ring in the new — * new 1,010-foot TOWER, and the L 87.1 kw. erp TRANSMITTER, of [BW-TV. . . ." The latest "merchandising" service fered to San Francisco radio adver- ers is free sandwich-hoard advertis- s, station sales manager, "our sales- en cover 500 walking miles weekly; is is circulation we intend to mer- landise for our advertisers. Our new rvice will include old-fashioned sand- rich boards for spot clients." Then, retting serious, Phillips says, "natural- j this is a joke. But believe me, it's 10 more ridiculous than many of the xaggerated claims made by some Bay irea stations. It's high time we sell adio sensibly with effective, believable nerchandising aids. . . ." Sporting iheir sandwich boards are (1. to r.) KYA salesmen William Ledger, Deane Banta and Jerry Friedman. Henry J. Taylor, ABC Radio com- mentator, has been elected a trustee of the Manhattan Savings Bank. This is his second banking position; he's also a member of the advisory board of the Chemical Bank & Trust Co. ->:■ -» * Account executives and staffers of Hicks & Greist, New York advertising agency, got first-hand information about what network television has to offer when the agency loaned office space to NBC TV. Lewis Marcy, NBC TV network account executive, an- swered questions raised by the agency members. Ted Grunewald, agenc\ ra- dio-tv director, said the experiment was "a tremendous time saver for our radio and tv staff.'' * * * One of the most exclusive radio con- tests on record is being conducted by Doug Pledger, KNBC, San Francisco, personality. Pledger's contest is open only to physicians and dentists. They are to tell him. in 50 words or less, their idea of the ideal patient. The winner will get a rare collection of old newspapers. Not any old newspapers, but a group of papers published at the time of the San Francisco earthquake in 1909. P.S. : The entries must be written on a prescription blank (in English — no Latin allowed). * * * SPONSOR BACKSTAGE I Continued from page 2(> I interest which stations, networks, sponsors, et al have often performed. On the other hand — For $300,000, is it possible that the fine talents in the television industry could produce a show which would shed some light on what's wrong with our children — or with us? With a ''message"? With an effective thought here and there about what might be done on the parental level? On the school level? In the courts? Any- where, anyway? For $300,000 is it possible to pro- duce such a show utilizing stars whose very names would attract viewers and get high ratings? Is it possible to get researchers and writers who would dig deep down into the guts of the prob- lem, and then state it in words so clean and strong and simple that in some way maybe one, five, ten, a hundred, a thousand kids might be swerved off page three of the local tabloid? Is it possible to find a director to translate these words onto the tube with as much gripping intensity as the average episode of Dragnet? And can such a show be so present- ed that it might even sell more appli- ances and lipsticks than Satins and Spurs, or promote color tv as well? In short, does this spectacular in- dustry have the courage and talent to do a spectacular on such a subject as the unhappy spectacle of our kids gone berserk? Does it? • • • WTRt ALBANY SCHENECTADY TROY. ch/ivet® 114,000 UHF Family in tke 29 tk 'Retail MaJiki SEE YOUR HEADLEY-REED Man SOURCE ON REQUEST SELLING 7 COUNTIES 1-2 sales punch n WESTERN MONTANA GILL-PERNA, reps MISSOULA, MONTANA • UNIVERSITY SITE • RICH URBAN AREA • STABLE FARM and RANCH AREA TV IS NEW- GET BONUS VIEWING AUDIENCE AT LOW COST 4 OCTOBER 1954 125 COVER NORTH CAROLINA'S Rich, Growing "GOLDEN TRIANGLE" o TYT\ with WSJS TELEVISION CHANNEL 12 a 24-county market with Effective Buying Income of $1,543,515,000 (Sales Management 1954 Survey of Buying Power) NOW SHOWINGI-AU NBC COLOR SHOWS Interconnected Television Affiliate National Representative: The Headley-Reed Company Javk It. Turi'hvr mil join Biow Co. as president and group head effective 1 January T archer is now a tire j, resilient of Cecil & I'resbrey, ■then- he supervises the Benrus Watch account. Benrus has appointed tin- Biow Co. to handle its advertising effective 1 January. At Biow, Tan her will continue supervision of the Benrus account. He handled advertising tor the watch firm since the inception of Benrus national advertising in 1921. Before joining Cecil & Presbrey in January 19 Tan her headed his on n agency. Picking up Benrus follows Biow's loss ui the liuloin account. J. Davis Danforth. executive vice president in charge of client relations, BBDO, has been appointed chairman of the committee on media relations of the 1.4's. During his 29 years at BlihO. Danforth has served in every department of the agency. Previous assignments hate included supervision of act mint service operations. Danforth is a former chairman of the Y. Y. Council of the lA's; a trustee of the R\e. \ . > '.. Presbyterian Church, and past president of the Rye Community Chest. He is a graduate of Princeton I niversity. Larry YaU'ttstein. president of Grey Adver- tising, says radio and tv are getting "special cmtihasis" in the agency's new quarters at 4o0 Park lie. Grey moved into tour floors of the new building 27 September, has 155 private offices. Special features of the radio-tv department include a projection room with built-in color, B&W ti sets and hi-fi equipment and special interlock equipment to coordinate video and audio in tv commercials. Grey also has its own tv camera. Radio and tv ac- count for over 2.V , of agency s |25 million billings. Edgar T. Boll, general manager of Kff Tl . Oklahoma City, says the station is now operating at .'516.000 watts usual power following completion of its new 1,572-/*. tower 1 October. The tower, tallest in the country, is 100 feet higher than the Empire State Building. Its construction cost was about 1750,000. KIT Tl has been operating since 20 Da ember 19S3 with 50,000 watts under a temporary authorization. The station is a ( BS affiliate, is represented In Avery -Knodel. Majority stockholder is KOV I. Inc. owned In the Griffin Grocery Co. 126 SPONSOR MAKE ft D*TE WITH Cttft* f ^'z EASTERN OKLAHOMA'S MOST POWERFUL Television Station ABC * DUMONT The KTVX AREA MARKET Counties Covered , 31 Total Population 1,038,994 Total Families 313,491 TV Families 158,347 Spendable Income $1,298,141,000 Total Retail Sales $916,065,000 .ULSA BROADCASTING CO. Box 1739, Tulsa, Oklahoma Operators of KTUL — CBS Radio, Tulsa FPW — CBS Radio, Ft. Smith, Ark. L. A. BLUST, JR. Vice President, Gen. Mgr. BEN HOLMES National Sales Mgr. w«rcl,oComj I Gyosy 1 o |Cr >^-L-C\ \ /CJ\ r ok \**»-e* Cfomwel/°/\ \ "low,. .^tausKOCEEl . Morris I I— J^SfotSmfth ^iJJ^fef*^, KTVX & MILLIONAIRE STATE Studios - 720 Eastside Blvd. Muskogee, Oklahoma AFFILIATED WITH KAJV, Channel 7 Little Rock — Pine Bluff, Ark. KVVTV, Channel 9 Oklahoma City KOMA - CBS Radio Oklahoma City AVERY-KNODEL, INC. NATIONAL REPRESENTATIVES SPONSOR SPEAKS. Set count confusion If television is the mosl modern of mass media, the tools for buv ing it are often the mosl primitive. I here is no real source of official, up-to-date fig- ures "ii t\ set counts l>\ markets or on i overage of indh idual stations. Suppose there are half a dozen rela- tivel) new stations in an area. How you judge their real coverage po- tential: their o\erlap? How do the stations themselves realK know what kind of a job they are doing? One agenc) was so anxious to get the answers some months hack that it pul up $8,000 for a stud) in one multi- station area. Dbviousl) this kind of expenditure bj single agencies or ad- vertisers simpl) isn't feasible. The ageix \ in question hopes that some industry group will solve the problem with a periodic, official set census and > overage stud) . It- rare when an agenc) actuall) into original research to answer it- questions abbut i\ stations, rhe more usual procedure involves pr< tion "I existing out-of-date data. Some agencies seek to up-date old statistics wiih their own formulae. Some take all the existing estimates of Bets 1>\ mar- kets plus their own guesstimates and arrive at a rou^h average. The in- genuit) that - used b) research men is commendable hut. as the) state them- -e|\ es, it's not scientific. The onK hope for development of genuinely accurate, up-to-date figures i- through industry action. And the \ \HTB is planning to sel up a jjeri- odic tv study which could solve the problem. Broadcasters would be wise to support the NARTB's tv-measure- ment project. The NARTB would be wise to make sure there is no dela\ in organizing its stud\ . Advertising executives can be help- ful in convincing broadcasters that this stud) is essential. It may not he too earl) for the NARTB to start enli-t in- the aid of admen in getting behind it- approach to t\ circulation measure- ment. Convince admen that new buy- ing tools are within reach and you have valuable allies. A word to the -I at ion manager from a friend at an agenc) can be plent) influential. However NARTB goes about put- ting the finishing touches to it- < ircu- lation study, which is s< heduled to be launched tin- spring, they'll get pl< ■ ■ ■I support from the man who has ., pick hi- wa\ through today's maze'] t\ circulation cruesstimates. Radios research depth Radio i- making an intei these days to measure itself and pi vide the buver with the information need- to make the most of the mediu The four radio networks and 1; ' have collaborated to sponsor th< exhaustive count of radio - - du-tr\ history. The stud) . conducted by Alfn litz, establishes in unimpea< liable r search term-, the medium's deep a nation of the I nited States. I h. litz count show- almost ')'>' of I households with working radios as < last May. The figures are confirmation of tl. changes radio has undergone. To there are more radio- in cars thai living rooms: over 26 million in to 25.3 million in living room-. Another radio study, this one b) the \\ ard research organization Mutual Broadcasting System, i- ther evidence of radio- de-ire to the admen research in depth. MBS • nine up with a stud) which -1 what the listening and activities tern of Vmericans i- (|uarter houi quarter hour. With it the client match up his broadcast tin • time when hi- product i- in peak article page 1 1. 1 Applause The spectaculars Pat Weaver ami the entire NBC management deserve a round of ap- plause no matter how the -eason - ratings tm it on the spectaculars. Initial ratings disappointment should not ob» me the fa< t that NBC has been attempting t.> do the kind of tele\ ision pioneering everyone wishes lor but lew have been willing t" Support with scale investment. \- the season progresses there -hould be an upturn in public recog- nition that exciting programing is available in a new monthl) pattern. With ihe snowballing oi interest ma> come higher sets-in-use, hence a Larg- er pie for all of television to -lice up. Ihe lesson in the initial disappoint- ment i- that it takes a massive dose of advertising to put over anything new — whether it'- a producl or a programing pattern. We wonder, too. whether there ba-n I been a tendenev lo over-empha- -i/e ihe fact that the spectaculars are being programed in color. Our mother-in-law. a television enthusiast, told u- she wa- sorrj -he wa-n't going to be able In -ee Satins and Sj>ur.s be- ' au-e it wa- in color. Other- in the audience ma) have been similarl) mis- led despite the u I the word "com- patible" in advance promotion. It's teresting to wonder just what patible" may mean to many ici- er-. In building the spectaculars, ton. then-'- probabl) a tenden< v to relv on the strength of color in cost and scenery. Tin- can be 50' of the impact of a show seen today on a color set. But the audience at home around the old blaek-and-w hit' isn't going to get much enjoyment out of the mental exercise of wondei what it all looks like in color. Id' black-and-white -how value- havi -land up and that will be true until color become- the standard. 128 SPONSOR FJ'ECTIVE SEPT.26on UJn€fYVliy MHZ FULL POWER 100,000 WATTS Serving SAGINAW, BAY CITY, NBC J. GERIT Y Jr. PRES . MIDLAND & FLINT — 289,793 SETS DuMont J.H. BONE Gen. Mgr. /_ UEADLEY-REED, NEW YORK, CHICAGO ^MICHIGAN SPOT SALES, DETROIT , MICHIGAN m. rytS *.p3F^W*-V» m lur goes up •J ■ in Kansas City- ^KVV «teti& »« OPeration Next Weeki „ »?EO QR TELECASTING IN COLOR 1,079-foot tower .... 316,000-waffs power As you read this page, work proceeds day and night on the new KMBC-TV tower and RCA transmitter installation in Kansas City. These new facilities make Channel 9 the undisputed BJG TOP TV station in the Heart of America. The predicted 0.1 mv/m cov- erage map, prepared by A. Earl Cullum, Jr., con- sulting engineer, shows how KMBC-TV increases the Kansas City television market by thousands of additional TV homes. JOPmost tow With its tall tower and full power, KMBC-TV brings an entirely new value to television advertising in the Heart of America. No other Kansas City station gives you the unbeatable advantage of mass coverage plus the audience-holding programming of CBS-TV . . . the nation's leading net- work . . . combined with KMBC-TV's own great local shows. Get on the CHANNEL 9 Bandwagon NOW/ Contact KMBC-TV or your Free & Peters Colonel for choice availabilities. FREE & PETERS. INC. National Representatives 1 6 Basic Affiliate Kansas City's Most Powerful TV Station ONE OF AMERICAS GREATEST BROADCASTING INSTI- TUTIONS—Here Channel 9 (and Radio Stations KMBC-KFRM) originate some of the most ambitious local programming seen and heard in the Heart of America. TV facilities include 15-set TV studios, a 2600-seat theater, both RCA and Dumont studio camera chains, RCA film cameras, telops, telejectors, film pro- jectors, rear-vision slide projector, spacious client viewing room and two complete sets of remote equipment. Color telecasts can \ 7 k 1 The BIG TOP Station in the Heart of America KlMI ( < Don Davis. Vic* Prend.nf John T. Schilling. Vic* Prtudtnl and Gcn.ro/ Manogtr George Higgini, Vic* Prtsidtnt and So/ei Manogtr . . . and in Radio it's KMBC, Kansas City, Missoui M for the State of Kansas 5P 0 gazine radio and tJ advertisers use : IS OCTOBER 1954 50« per copy* $8 per year RECEIVED OCT 2 5 1954 NBC l&NfcKAl. LIBRARY At midnight October 17th, WHB completed the switch from network to independent operation \Tow WHB has 24 full hours a day to transmit the kind of radio vhich has already started the big switch in Kansas City listening, n the few months since new management* took over, new studios, wogramming, personalities, ideas have put K.C.'s oldest call letters ^born 1922) on the lips of everybody in town. !n audience and in rates, WHB is an extraordinary buy — right iow. Talk to John Blair, or Station Manager George WT. Armstrong. •Operating two other famous independents, each first in its own market (Hooper) : JOW'H, Omaha — WTIX, New Orleans. 10,000 watts on 710 kc M Kansas City, Missouri CONTINENT BROADCASTING COMPANY General Manager: Todd Storz KOWH, Omaha WTIX, New O Represented by Represented by H-R Inc. Adam J. Young, Jr. Represented by John Blair & Co. DO AGENCIES EARN 15% ON TV? page 29 Why 666 Cold Tablets is spending 60% of budget on spot radio page 32 What's spot radio —what's network? The line narrows page 34 BREAKING TV'S BRASSIERE TABOO page 36 "Life" vs. \e\m a clean-cut Radio's renin' in Baltimore! -and the big bargain is still W-IT-11 143,000 radio sets sold last year; only 48,000 TV sets! W-I-T-H's audience is bigger now than ever! And the rates are just the same. More than 143,000 radio sets have been added in the Baltimore area. Now more than ever you get a lot for a little from W-I-T-H. Baltimore is a tight, compact market. W-I-T-H covers all you need with top Nielson at rates that make it possible to get the frequency of impact that produces sales. Get your Forjoe man to give you the whole story about W-I-T-H and the Baltimore market. -in Baltimore TOM TINSLEY, PRESIDENT .> I SPONSOR'S annual round-up of data on farm radio and tv will include a look at the farm market; what results advertisers have had with farm air; what advertisers say about farm radio-tv Published bt»erkl> by SPONSOR PUBUCATItW - combine! uith TV. Executive. Bditorttl. CtKatoM Adrertltlng Officei : 40 E 49th Si 1 4S-U1 A tot Ne« V.rk 17. N Y Telephone Mlmy Hill • - Chlrato OftVe: 1M K Crand Ave PhoM: W " 7-9S63. Dallu Office: 270« CarlUlr St. Tim*:* doiph 73S1 U.S Anccles Offlci Phone: Hollywood 4-80S9. Printing Office: II" ■ Art lUllimorc 11. Md Sul Ml»i »■ }> a ><-ar. Ctni.lt and foreign $9. Sinclt •<••■' Printed in ISA Addreti til correipunianm ** E 49th St . New York 17 N Y Ml" my Hill • r I9S4 SPONSOR PUBLICATION! IMJ n'tuPICK BLIND" SHREVEPORT! ok at KWKH s HOOPERS! JAN. -FEB., 1954 — SHARE OF AUDIENCE KWKH's big 50,000-watt voice ob- viously soars far, far beyond Metro- politan Shreveport. But look at our tremendous home-town popularity, too, as proved by Hooper! TIME KWKH STATION B STATION C STATION D STATION E MON. thru FRI. 8.00 A.M. - 12:00 Noon 38.1 19.5 6.2 16.0 19.5 MON. thru FRI. 12:00 Noon - 6:00 P.M. 44.3 21.2 9.2 6.1 19.4 SUN. thru SAT. EVE. 6:00 P.M. - 10:30 P.M. 54.6 11.2 8.5 24.0 ok at KWKH'S SAMS AREA! KWKH delivers 22.3% more daytime homes than the four other Shreveport stations, combined! Cost-per-thousand-homes, how- ever, is 46.4% less than the second Shreveport station! Let your Branham man give you all the facts. IWKH A Shreveport Times Station I TEXAS 1REVEPORT, LOUISIANA 50,000 Watts • CBS Radio The Branham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager TEXAS LOUISIANA ARKANSAS i. I -f i « D TELEPHONE and INTERVIEW SURVEYS GIVE SAME ANSWER KBIG delivers ALL Southern California at LOWEST COST PER THOUSAND Two Radio Listener Surveys regularly measure Los Angeles and San Diego. Only FOUR stations register audiences in BOTH markets. KBIG is the only independent. Whether you use the telephone or per- sonal interview survey method, you'll find that average ratings divided by rates prove KBIG is your best cost per thousand buy. Any KBIG account executive or Robert Meeker man will be glad to give you complete new market and survey data. 0 KBIG Me (ataltna Station 10,000 Watts 740 JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, California Telephone: Hollywood 3-3205 Not. Rep. Robert Meeker & Assoc. Inc. Tftiricf If tiff is. Foote, < determine the time <>t day to buy," adds she. "For Rheingold Beer, tor example, ue use radio an- nouncements during the heavy traffic hours when they can reach men driving to and from work, as a ell as the women at home." On tv, Rheingold sponsors Douglas Fairbanks Presents over K\RH in Los Angeles. KFMB-Tl' in San Diego and Ail/7-7 1 in Fresno. "I nun radio we get freqi fteitfi Shatter, Erwin, Wasey, New York, has already made use oj the new MBS-Ward study of radio listening habits. "We have been using heavy weekend radio for some of clients, that is some 22 five-minute newscasts per weekend," K>nh told SPONSOR. "From MBS we got figures about weekend listening that made our case for out-of- doors stronger. It also showed us a surprising fact; Early Saturday and Sunday mornings, around 9:00 and 10:00 a.m.. are eery good for radio." (See MBS-Ward study, sponsor, 1 Oct. "54.) f'ruif Kfeettberger, V. If . Ayer, New York, hopes that ti stations may some day soon give the same sort of rate protection that radio stations give. "I'm talking about a year, rather than six or even three months," he told SPONSOR. "A buyer sets up a campaign on the basis oj estimates made from current rates. Then, suddenly, some stations up their rates, forcing the buyer either to cut bai I. on frequency or on coverage or on the length of the campaign to stay within the budget. S cuts might detent entire purpose of campaign." Bob Koircff. BBDO, Sen York, comments on the stepped-up tempo of time buying. "Each tall there seems to be more business for the individual timebuyer to take cue <>i." he told sponsor. "And with all the extra business, it becomes increasingly hard tor him to follow special detail work through to the end. If he's to use his judgment and evaluate stations and markets and time periods, he needs an assistant to free him oi detml work" Ideally, such an assistant has knowledge of the industry, knows stations. SPONSOR mpartial survey proves 0 is the top radio personality in the GREENSBORO broadcasting area Contact Hollingbery, our national representative ... get the facts from "The Pulse of Greensboro" report. You wi learn that day by day Bob Poole attracts more listeners than any other local personality every quarter hour he broadcasts for WBIG. His high rating is maintained even when he competes with two nationally famous network shows in late afternoon. In 28 tl Year of Broadcasting 18 OCTOBER 1954 Wenatchee WASHINGTON The Apple Capital of the World" KPQs N.C.S. AREA rsf) GIVES YOU 1. Washington leads the nat.on inapp,eproduct,o"stJof dollar volume exceeds the California Orange. Washington's ,owesf , %««*< 5», delivers BIG- c£ I ranch average 500,000 new acres in L' ' ' b'a Basin C°'Um- 3 in 5000 watts . • • the most powerful station between Seattle and Spokane the center of Washington. ABC-NBC 500O WATTS 560 K. C. WENATCHEE WASHINGTON Reg. Rep -MOORE & LUND, Seattle, Wash. Natl. Rep.-FORJOE & COMPANY, Inc. In Bob Fore man One of the problems of a new industry — I refer to t< sion — is that it so often manages to acquire the most u tractive traits of adolescence. Like two youngsters Low arguing how rich their fathers are, television networks, ducers and even the usually sedate advertising agench - ke boasting about how much money they are -pending in h. In addition to being boorish, this i- an unsound ps) ogy because, among the people listening, are those who the bills for these efforts, folks who cannot help hut be qu zical of tv costs. Give the advertiser continual evidence that the pi "taking care" of their money are wastrels, lunatics and noi veau rich of the worst sort and a trend might develop tow the comparative safety and assured economy of such m< as match covers, table tents and newspapers. Radio, which was rapidly heading in the same churlisl direction until television pre-empted it- opportunity has, i necessity, learned that economy is a virtue and that the dol lar stretched means sounder programing as well as bette advertising. Hence radio people are now working diligently, intelligently and resultfully to lower an advertiser"- cost-per- 1.000, to build his audience turnover and frequency and make the medium feasible at budgets which would have l)een sneered at only a few years hack. Not so with television. Two advertisers recently poured a king's ransom into a thing called an extravagana which thetically in addition to audience-wise turned out to he more extravagant than extravaganza. But why rub >alt in the wound? The network which mailed out the bill for tlii- hour and a half tribute to Mammon took time at the end (for which the advertiser presumably was also paying) to tell those (Please turn to page 08 i Tr today Is in a Dollar Derby 1. Bob Foreman feels that tv networks, producers ami adver- tising agencies have become childish in their boasts concerning dollars spent. Everyone talks big numbers. 2. He would like to see this attitude change to a mature business-like policy based on a sounder economy and better shows. Economy should be thing to boast about. 3. Radio, of necessity, has learned this lesson and is enjoy- ing sounder programing as well as better advertising by lower- ing (viv/./.er-l. il(K). providing low-budget bins. 8 SPONSOR $ • CO I •+o o -a 03 s: c 03 s T3 C a C 03 r> u r m o .S P Oh 13 -5 O c _o 03 c IS S o (J 4 I a. 03 c 03 v Q 03 bo .2 C X) C 03 u O bo *_> C 03 XI 3 O 3 O 3 X! s _3 o = "S £ S-5 -3-2-2 ^g be i-J 03 © 3 O 4$ to** * >p ot*ctt in «*c ROBERT CUMMINGS em be yjwr hero . Here's the rib-tickling family show that has entertained big, BIG network audiences (National rating of 29.9! ) , with a sales-success record on everything from Automobiles to Beer to Cigarettes. Best of all, "My Hero" keeps drawing the crowds even when it comes back for bow after bow! 4*&w. m a 7 station market-"My Hero" gets a 18.3 RRB ratir to put it in the Top Ten of syndicated TV film show Just a few of the sales-alert, bud- get-conscious sponsors wno have made "My Hero" their hero: Atlas Furniture Cc_ _ ...DETROIT Chevrolet Dealer _ ._ ...SEATTLE Duquesne Beer _ _ ...WHEELING, ERIE Ever Ready Battery Co. LOS ANGELES Chase & Sanborn __ LOS ANGELES Winn Oil _..._ LOS ANGELES Furr's Supermarkets EL PASO Holmes Tire Co MADISON James Cashman LAS VEGAS Miami Valley Dairy DAYTON Piggly Wiggly Food AMARILLO Russer Meat Products ROCHESTER Sweet Caporal CANADA Supermarkets, Inc LUBBOCK Taylor Insurance PINE BLUFF Premier Foods . NEW YORK CITY Whelan Drug Stores NEW YORK CITY RCA Victor TV Co. . KEARNEY Skelly Oil Co. MONROE, LA. York Air Conditioning HUTCHINSON, KAN. YOU CAN STILL BUY "MY HERO" IN MANY MARKETS ...Qome WBii -first run ! 39 weeks of half hour top-rated situation comedies with full family appeal. WfllTEl WIR.E! VHONE! for full details and merchandising plan for spons ^V 25 WEST 45th ST., NEW YORK 36, N.Y. • PL 7-01) Atlanta • Baltimore • Beverly Hills ■ Boston • Chicago • Dallas • Detroit • Still AMERICA'S LEADING DISTRIBUTOR OF QUALITY TV FILM COLONEL MARCH OF SCOTLAND YARD • MY HERO • TERRY AND THE PIRAl TOWN AND COUNTRY TIME ■ SECRET FILE U.S.A. • THE STAR AND THE SIC By Joe Csida Now that a substantial number of the new shows, live and dm, have made their bows, it is possible to make a few »bservations re the direction in which video programing l954-'55 seems to be heading. There is no intention, here, to lean arbitrarily toward film /s. live, but on the basis of the first episodes of a number )f important new shows in each of these two categories, it loes seem to me that one remark is generally warranted. Flic new film shows seem to accomplish what they set out to jio with somewhat more coherence than their live counter- parts. Thus the new June Havoc show, Willy, the Peter Lawford starrer Dear Phoebe, the Mickey Rooney NBC pageboy filmer, the Ziv Corliss Archer and other new cellu- loid entries give strong indications of aiming with steady hand at a given target, and hitting same. This, in my opinion, cannot be said for most of the new and important live entries. Certainly the spectaculars have fallen a bit short of their marks, though this may easily be due to too-strong advance ballyhoo. More to the point, in my book, is the uncertain direction of two new live airers from which much was expected, the stanzas starring Sid Caesar and his erstwhile co-star Imogene Coca. Neither of these two premieres seemed to be able to decide exactly what their format should be. And the same comment goes for a number of the other more important live entries. I don't really know why this should be, except perhaps, that the very nature of planning a show on film, as opposed to doing it live, makes it possible to chart and hold to a course with more consistency. This is not to say that I be- lieve the aforementioned filmed shows are perfect, nor that the Caesar, Coca and other live shows won't improve from week to week, and possibly rapidly at that. Otherwise, I am impressed with two other programing developments which seem to me significant. I have already listed four new film entries, all of which fall into a single show-type category: situation-comedy. It has always been a truism of show business, notably in the motion picture and radio branches, that when a successful show of one type is developed, a horde of entepreneurs hustle to develop similar shows. Following the fabulous success of Lucy and Dragnet, tv film programing, I believe, is heading with great haste to- ( Please turn to page 70) LET'S LOOK FACTS WTHI-TV Channel 10 is the ONLY station with complete coverage of the Greater Wabash Valley 227,000 Homes (147,000 TV homes) $714,500,000 Retail Sales in year '53-'54 One of the Mid-west's most prosperous indus- trial and agricultural markets Blanketed ONLY by WTHI-TV's 316,000 watt signal 118,000 UNDUPLICATED TV HOMES! WTHI-TV CHANNEL 10 TERRE HAUTE, IND. 316,000 Watts Represented nationally by: The Boiling Co. * Send for Proof 18 OCTOBER 1954 11 Now! Especially Ptogwnmed fotf[t READY FOR YOUR LOCAL MARKET... the star-studded audience participation show that takes cities by storm... jets product sales! radio copj hu nol declined In recent ><-;ir*. thai it haa, on the contrary, hnproTed in Ml. I II > H.iv- " READERS SERVICE Thank you \ \ . San J fn • SPONSOR'. Rradri i -l.i.l lo hrlp -ill,, nl,. i - villi infori lopli - . overed in SPONSOR. 5 U.S. AGENCIES I like the article on Bozel] 8 ver) much [20 Septembei 1954, m .'•57] and it ha- been well received one and all around the office. \- old reporter mvself. I know what 1 culties Keith Tranlow was u during the rushing da\ lie -pent us. I am onl) too -01 1 \ that it - ould II i have been more orderly and. perhap* more satisfying. But ma\be it was be-l as it was the u^ual hectic rush of aJ ti\it\ that characterizes tin- pi F. C. Miller Exec. I .1'. & Gen. \L Bozell & Jacobs Omaha SUBSCRIPTION RENEWAL The howling of our salesmen win have found no sponsor in the 1 for the past few week- ha- called t' our attention the lamentable fact that your invoice was mi-filed ami il fore has not been paid. Consequent]) you have not been sending copies ! Enclosed i- a check for 812. W. miss SPONSOR so would \ ou pleas -ume service immediately and net the -ale-men oil in\ neck. \\\ REI II K II < IV Milwaukee TV DICTIONARY HANDBOOK Your IN Dictionan Handbook tnr Sponsors i- excellent. Will you | reserve a copj for me? \|M HI K H. D\\ 11 - Ketchum, MacLeod A G Pittsburgh Will you plea-e reserve a cop\ of the IN Dictionary Handbook for me 14 SPONSOR SAN FRANCISCO, CALIFORNIA Affiliated with CBS Television Network Represented by the Katz Agency c @ @ WBZ-WBZA • WBZ-TV, Boston KYW^ WPTZ, Philadelphia KOKA, Pittsburgh WOWO, Fort Wayne KEX, Portland Represented by Free &Peters, Inc. KPIX,5J£ INTERCONNECTED FOR LIVE NETWORK PROGRAMS ON OCTOBER 1, 1954 • NEAREST TV STATIONS TO FARGO Minneapolis - St. Paul . . . More than 200 mi les More More than than 185 50 mi mi es es Valley City, N. D. NO OTHER TOWER WITHIN 50 MILES! WDAY-TV is the only TV station in FARGO . . . the only TV station in the RED RIVER VALLEY! Import ant as thej are, there's a lot more to the \\ DAI - 1 \ story than those two "exc lushes", above. WDAY-TV wins the big Red River \ alley audience with 57 sparkling local programs . . . 6(1 of the best showi from NBC CBS and ABC . . . intense audience loyalt\ . . . engineering, promotion and programming "know* how"' that's worth almost everything else combined! TV set saturation in the Bed River Valle) is down- righl Bpectacular. In Fargo it - 65.5%, 2(1 miles out it*s 52%, and fifty miles out it's 28%. Ask. Free & Peters for all the facts! WDAY-TV FARGO, N. D. • CHANNEL 6 Affiliated with NBC • CBS • ABC FREK & PETERS, INC, Exclusive National Representatives 16 SPONSOR jhen it is reprinted in book form. (his should be a valuable addition to ur tv reference book collection, and mil the parts printed to date in spon- 3R a very accurate and complete com- ilation. Charles J. Zeller V.P., Dir. Tv-Radio Guenther-Bradford Chicago CHWERIN TECHNIQUE Your article on our technique for neasuring commercial effectiveness \as remarkably comprehensive as well i« being a model of clarity [ Does .ur commercial make them want to ,uy?" 4 October 1954, page 34]. We lave received a number of favorable tactions to it, for which I would like o thank you. I believe that interest in the kind of irch that depends upon observa- ion of action under conditions that remove the influence of outside varia- bles will continue to increase. There is every reason to feel, certainly, that such research will expand into other fields besides radio and television. On that account, the SPONSOR story is per- haps the first one fully to describe and define a major trend in qualitative re- search. Leonard Kudisch Executive Vice President Schwerin Research Corp. Neil J ork FARM SECTION \S e are working on several presenta- tions for our farm programing and I recalled that somewhere in SPONSOR in ihe last few months I had seen some- thing to do with this very important part of radio's audience service. I wondered if you could give us any in- formation and if you have any re- prints, we'd like to order them from vou. D. C. Trowell Sales Manager CFPL London, Canada • SPOiNSOR's 1953 farm section appeared in Ihe 19 October 1953 issue. The 1954 section on farm programing will be contained in the 1 November 1954 issue. HILLBILLY PROGRAMING Your recent articles dealing with "'specialized radio" have been most in- formative— the section devoted to Ne- gro programing [20 September 1954, page 47] was presented with an astute- ness and perspicacity typical of your fine publication. If I, as a long-time devoted reader <>l yours, might make a suggestion, I would like to suggest that you prepare some articles on the impact of hill- billy and country music in the field of specialized radio. The fact that hillbilly sheet music and record sales topped $700,000,000 last year in itself makes the country music broadcasting especially note- worthy. According to polls conducted recently into the matter, we discovered that over 2,000 d.j.s throughout the country program only hillbilly. Re- cent Armed Services polls indicate that 67 out of every 100 men and women in uniform prefer hillbilly music to any other kind. WARL in Washington. D. C. lavs claim to the second largest hillbilly market — dollar-wise — in the country. Our sister station, WCMS in Norfolk, Va., who. like us. programs 90% hill- billy— is in the black after only three months of operation! Yes, I think we all stand to profit if sponsor will run some feature stories on the effect of hillbilly, Western, coun- try, folk music on specialized radio. George Crump Gen. Comml. Mgr. WARL, Washington, D. C. NEGRO SECTION We would like to order six reprints of your very interesting 1954 Negro Radio section, published in the Sep- tember 20 issue [page 47]. John L. Rahmlow Andreivs Agency Milwaukee Please send 200 reprints of the 1954 Negro Radio section. . . . Beatrice Sullivan National Negro Network Chicago • SPONSOR'S 1954 Negro Radio section is available in reprint form. Single copies are 40c each; quantity prices on request. BASICS SECTIONS This fall I am teaching a course in radio-television at the University of Miami. Use of your Radio Basics and Tv Basics reprints would be most valu- able in this class and I wonder whether you could provide me with 25 copies. George W. Thorpe President & Gen. Mgr. WVCG, Coral Gables • Reprints of Radio Basics and Tv Basics are available at 30e each; quantity prices on request. LXi LEADS IN COST PER 1000* SETS EVERY MINUTE IN EVERY DAY! Share of Audience in Cost Per 1000 Sets, Monday through Friday. MORNING 8:00 A.M. to 12:00 NOON K-NUZ ... 24c IND. STA. "A' 60c IND. STA. "B" 50c IND. STA. "C" 60c NET. STA. "A" 35c NET. STA. "B" 35c NET. STA. "C" 44c NET. STA. "D" 28c AFTERNOON 12:00 NOON to 6:00 P.M. K-NUZ 22c IND. STA. "A" 48c IND. STA. "B" 42c IND. STA. "C" 60c NET. STA. "A" 29c NET. STA. "B" 29c NET. STA. "C" 47c NET. STA. "D" 50c EVENING 6:00 P.M. to 12:00 P.M. K-NUZ ... 22c IND. STA. "A" 60c IND. STA. "B" (OFF) IND. STA. "C" $1.20 NET. STA. "A" 48c NET. STA. "B" 35c NET. STA. "C" 49c NET. STA. "D" 72c • APRIL -MAY PULSE Share of Audience against SRDS One Min- ute Rates Write - Phone - or Wire For joe & Co. - Nat'l Rep. DAVE MORRIS at KE-2581 A 18 OCTOBER 1954 17 2*r SL^L^S^Tfhii. £ / v^w BT^ ^^^^H all America knows For over ten years the tales of The Whistler have thrilled millions as a top-rated radio series . . . and in four hit movies. His haunting whistle has become a nation-wide symbol of the best in mystery entertainment. Now The Whistler returns in a syndicated film series, ready to thrill new audiences and build bigger ratings on television. Here are 26 exciting half-hour dramas of suspense . . . suited to the eyes and ears of the whole family . . . starring big-name Hollywood personalities . . . written and produced by men who know the art of film-making. The Whistler's appeal to advertisers is so great that, even before production was completed, Lipton's Tea and Signal Oil signed for regional sponsorship. See The Whistler while markets of your choice are still available. Ask for a screening and learn about the creative merchandising which goes with this compelling new series. CBS Television Film Sales with offices in New York, Chicago, Los Angeles, San Francisco, Dallas, St. Louis, Detroit, Atlanta, Boston and Memphis. Distributor in Canada : S. W. Caldwell Ltd. BIG MIKI . This month Big Mike salutes the truckers who ply such an important part in getting the livestock, gr . and other farm produce ... as well as manufactuil items ... to market. Several of the nation's largest and best known tru - ing firms started and maintain their headquarters 1 Nebraska. Last year there were nearly GO. 000 co- mercial trucks and more than 78,000 farm ti registered in Nebraska. Monthly payroll of the ■ dustry in Nebraska alone estimated at S40.000.C These 138,000 trucking units form an important trai- portation link in connecting the production are; with the market and ultimate consumers and ke I Nebraska one of the nation's top markets. Just as truckers play an important part in the dev opment and progress of the Nebraska Market . . so does Big Mike. Smart advertisers have recogniz the power and the influence of KFAB in the Midw< Empire. Free and Peters will be glad to tell you he you can reach the people who make this area ti by using KFAB ... or get the facts from Harry Burk General Manager. V \ \ \ \ \ 1 I I / / / / Big Mike is the physical trademark of KFAB Nebraska's most listened-to-station ^^\\\\\\lll//77/^ y J\ew and renew 18 OCTOBER 1954 Sew on Radio SPONSOR Aero-Mayflower, Indpls Brown & Williamson (Viceroy), Louisville A. C. Cilbert (Amer Flyer Elec Trains). New Haven Clamorene, NY Calgon, Pittsburgh Kraft Foods, Chi Liggett & Myers, NY Murine Co, Chi Pharmaco, Kenilworth, NJ Vick Chemical (Mediat- ing Cough Syrup), NY Vitamin Corp of America, Newark, NJ \etworks AGENCY STATIONS Sidener & Van Riper, Indpls Ted Bates, NY ABC NBC 360 200 Erwin. Wasey, NY ABC 350 Hicks & Creist. NY CBS 206 Ketchum, MacLeod & Crove. Pittsburgh JWT, NY CBS CBS 69 206 C&W, NY BBDO, NY CBS CBS 214 206 DCSS, NY CBS 141 Morse Int'l, NY ABC 198 BBDO, NY ABC 350 PROGRAM, time, start, duration News; T-F 7:55-8 pm, 8:55-9 pm, 9:55-10 pm; 5 Oct; 13 wks The Creat Cildcrslecve; var segs M-F 10:15-10:30 pm; 5 Oct; '54-55 season Cilbert Week-end News; Sat & Sun on hr from 9 am to 11 pm; 4-19 Dec Arthur Codfrey Time; alt F 10-10:15 am; 17 Sept; 52 wks Calen Drake; Sat 10:45-55 am; 11 Sept; 13 wks Edgar Bergen-Charlie McCarthy; Sun 9-10 pm; 12 Sept; 52 wks Perry Como; M, W, F 9-9:15 pm; 4 Oct; 52 wks Amos n' Andy Music Hall; var segs M-F 6:30-55 pm; 21 Sept to 29 Nov; 13 segs Hilltop House; T & Th 3-3:15 pm; 28 Sept; 26 wks Modern Romances; cospon M. W. F 11-11:15 am; 4 Oct; 4 wks Week-end News; Sat & Sun on hr from 9 am to 11 pm; 11 Sept to 31 Oct Renewed on Radio Networks SPONSOR American Safety Razor, NY Beltone Hearing Aid, Chi Billy Graham Evangelistic Foundation, Chi Colgate-Palmolive, lersey City Colgate-Palmolive, Jersey City Free Methodist Church of N. America, Winona Lake, Ind Miles Labs. Elkhart, Ind. Nestle. White Plains Radio Church of Cod, LA R. J. Reynolds, Winston- Salem, NC Skelly Oil. Kansas City, Mo Skelly Oil. Kansas City. Mo AGENCY McCann-Erickson, NY Olian & Bronner, Chi Walter F. Bennett, Chi Bryan Houston, NY Wm. Esty, NY Walter F. Bennett, Chi Ceoffrey Wade, Chi Cecil & Presbrey, NY Huntington Parmelee, Beverly Hills Wm. Esty, NY Henri, Hurst & McDonald, Chi Henri. Hurst & McDonald, Chi ST A TIONS ABC 341 ABC 122 ABC 290 NBC 196 NBC 200 ABC 82 NBC 165 ABC ABC 348 285 NBC 194 NBC 30 NBC 30 PROGRAM, time, start, duration Walter Winchell; alt Sun 9-9:15 pm; 10 Oct; 52 wks Paul Harvey News; Sun 6:15-30 pm; 17 Oct; 52 wks Hour of Decision; Sun 3:30-4 pm; 31 Oct; 52 wks Phrase That Pays; M-F 11:30-45 am; 23 Sept; '54-55 season Strike It Rich; M-F 11-11:30 am; 23 Sept; '54-55 season Light and Life Hour; Sun 8:30-9 am; 24 Oct- 52 wks Break the Bank; M-F 10:45-11 am; 23 Sept; '54- 55 season Srjace Patrol, alt Sat 9:30-10 am; 2 Oct; 52 wks The World Tomorrow; Sun 11-11:30 am 24 Oct- 52 wks Walk a Mile; W 8:30-9 pm: 23 Sept; '54-55 season Alex Dreier; M-F 8-8:15 am; 23 Sept; '54-55 season This Farming Business; Sat 8-8:15 am: 23 Sept; '54-55 season • See page 2 for New National Spot Radio and Tv Business) Rroadcast industry Executives NAME FORMER AFFILIATION Gene Accas Carolyn von Adelung George L. Barenbregge Barnard C. Barth Kenneth W. Bilby Ed Boghosian John F. Box, |r Joseph R. Buffer Alfred E. Burk Don D. Campbell Dick Colburn Joseph C. Cook Phil Cooper Jim Coyle Ted Cramer John Devine joe Derby Don Durgin Cene Ellerman E. E. Eshleman, |r Sam Faust Arnold B. Fort NEW AFFILIATION ABC Radio, NY, dii sis prom Berkeley Daily Cazette, Berkeley, r-tv edit WDTV, Pittsburgh, sis mgr WLW-T, Cincinnati, gen prog dir Carl Byoir & Assoc, Inc. NY, rep WJAR-TV, Providence, nat'l sis WOKY-TV, Milwaukee, acct exec U. S. Marine Corps, Camp Pendleton, Cal, writer & prodr of r-tv show WBAL, Baltimore, local sis mgr WILD. Birmingham, Ala, vp & gen mgr Boiling Co, Chi, sis KSTP-KSTP-TV, Mpls-St. Paul, sis prom mgr Unity Television Corp, Cal, film booker ). E. Coyle Adv. LA, owner-mgr KTVX, Muskogee, Okla, prog dir KCBD-TV. Lubbock. Texas, prog mgr NBC, NY, press dept stf writer ABC TV, NY, dir net tv sis Booth Radio 6 Tv, Detroit, sis dept Raymer Co, NY, acct exec WMCM, NY, acct exec WCMS. Wash, D. C. ABC TV & Radio Nets, NY, hd adv, prom & pub- licity dept KCMB, Honolulu, radio copywriter WABD, NY, stn mgr Notre Dame commercial tv stn. South Bend, Ind, vp & gen mgr NBC, NY. vp in chg of press, adv, & prom Same, sis mgr WOKY, Milwaukee, stn mgr WPEN, Philadelphia, sis dept Same, hd sis mgr KXXL, Monterey, Cal. pres & gen mgr Blair-Tv. Chi, acct exec NBC, NY, supvr of Nat'l Aud Prom Dept United Producers & Distributors, Hywd, chg of publicity & prom KBUC, Corona, Cal, stn mgr KTVX-TV, Muskogee. Okla. stn mgr Tulsa Broadcasting's Stations, prog dir Same, mgr of bus publicity Same, dir sis devel Same, Flint, sis mgr E. Petry, NY, sis div Same, assoc dir in chg of sis WTTC. Wash, D. C. acct exec In next issue: New and Renewed on Television (Network) ; Advertising Agency Personnel Changes; Sponsor Personnel Changes; New Agency Appointments AumbeTs after names refer to New and Re- new category C. P. Persons, Jr. (3) Gene Accas Don Durgin R. F. Leivine Geo. Barenbregge (3) 18 OCTOBER 1954 21 18 OCTOBER 1954 Xviv and renew 3. 4. ISiumdvust Industry Exevutivfs (continued ) NAME FORMER AFFILIATION NEW AFFILIATION Bob Fransen Ed Calloway Charles W Coit Arthur L Cray Alan Henry Bui II Herman R. M. Hcthcrington K,n Hildebrandt Garrett E. Hollihan William A. Houstr Richard W. Jolliffe Raymond K.itz |ohn W Kicrmaier Brent H Kirk Edward A Larkin Connie Lazar Harry LeBrun Robert F. Lcwinc John T. Madigan Roland McClurc Eugene P. McElwec Carroll McKenna Ralph E. McKinnic Joseph M Miller Ellis Moore R Main Morris Eugene Muriarty Floyd Nelson Clenn Nickell |ohn H. Norton |r Charles Oppcnheim Raymond M. Peritz C. P. Persons, Jr Dale R. Peterson Richard Pinkham Phil Reisman Frank Roehrenbcck |im Rush William H. Ryan Jack Schneider Charles Speights Tom Seehof William L. Steadman Karl Steeves Harold Storm Ceorge L. Sutherland Thomas |. Swafford Hal Taft Davidson Taylor Alan Tench Don Ward Les Ware Eugene P. Weil Louis Phillips Weil Fulton Wilkins WEEK-TV. Peoria, III, prog & prodn mgr WIL. St Louis, prog dir Ziv TV, NY WTVI-TV. Miami WCTH, Hartford, Conn, sis prom mgr E. Petry, Dallas, Southwest mgr WIL. St Louis, sis mgr KYA. SF, sis mgr KCO. SF. acct exec KFMB-KFMB-TV San Diego, prom mgr KNX-CPRN. LA, acct exec WMCM. NY, prog dir NBC, NY, admin sis mgr Washington Post-Times Herald, Wash, D C . proi & pub rel dir CBS Television Spot Sales. Chi, Midwest sis mgr Unity Television Corp, Cal. west coast mgr WCPO-TV. Cincinnati, asst gen mgr ABC TV. NY. Eastern prog dir ABC. NY, mgr of Tv spec events KNX-CPRN. LA, prog prom mgr Air Force. March Field. Cal KABC. LA. dir of sis prom & res KFMB Radio. San Diego, Cal KFMB, San Diego, stn mgr NBC. NY, press dept KBZ. Denver, asst stn mgr Naval Air Stn, S. Weymouth, Mass, pub info officer World Pub Co, Shenandoah, adv & prom dir KFIR. North Bend. Ore, stn mgr ABC. Chi, vp CBS Radio. NY. admin mgr of adv & sis prom NBC Spot Sales. Chi, acct exec WABT-TV, Birmingham. Ala, vp & mgr KPRO, Riverside, Cal, prog dir & stn mgr NBC TV. dir of participating progs RKO. NY, vp in chg foreign dist WMCM, NY, gcn'l mgr WBBC, Flint, news editor KABC-TV, LA, asst dir of prom CBS Television Spot Sales. NY, acct exec Oxford Tool Co. Lapeer. Mich, adv mgr KNX-CPRN. LA. sis prom dept WJBY, Cadsden, Ala, stn mgr Fact Finders Assoc. NY, field supvr KMBC-KMBC-TV, Kansas City, prom hd WAYS. Charlotte, N C, stn mgr & sis mrg KNX-CPRN, LA, asst gen sis mgr KBTV, Denver, anncr-prodr NBC, NY, dir of public affairs WCAE, Pittsburgh, acting sis mgr Blair-Tv, Chi, acct exec KXLW, St Louis, vp & gen mgr WBCO. Birmingham, Ala, sis mgr WBRC, Birmingham, Ala. acct exec KNX-CPRN, LA, sis rep KEYD-TV, Mpls-St Paul, opcrs & p |an 1 WIRE. Indpls, AM prog mgr Television Programs of America NY WITV-TV. Miami, gen mgr KWWL. Waterloo. Iowa, sis mgr NBC TV, Chi, sis dept Clubtime Prods, Inc, St Louis, sis dn U.S. KEAR, SF, gen mgr ABC, SF, sis mgr Same, sis dept Same, asst gen sis mgr Same, assoc dir in chg of programme Same, admin coordinator KUTV. Salt Lake City, sis dir Same. NY, Eastern sis mgr United Producers & Distributors H. chg of sis WLW-T. Cincinnati, asst mgr Same, dir net prog dept WMTW. Portland, Me. prog dir Same, sis rep WTOP-TV. Wash. D. C, acct exec BAB. NY. nat I prom stf KFMB & KFMB-TV. San Diego Cal. nj Same, local sis mgr Same, dir of press, press dept KBTV. Denver, sis stf WBZ-TV Boston, adv & sis prom mgr KMA. Shenandoah, prom & mdsg dir KVAL-TV. Eugene. Ore. comml mgr WMTW. Portland. Me, vp & gen mgr CBS-TV NY dir of press information CBS Television Spot Sales. NY, acct KOTV Tulsa vp & gen mgr California Radio Network, dir of operat Same, vp in chg of participating profs Michael Todd Prod, NY, pres Same, assoc dir in chg of stn mgmt Same, prog dir KFMB-KFMB-TV. San Diego prom mgr Same Chi. Midwestern sis mgr WBBC. Flint, sis % — and a Storer station schedule — combine to help you reach more people, sell more merchandise — at lower cost. ** ■ft** -a— *..v»- * - ? * r .. "*Vv I & 1 ~V ~»* 4 • ) .$v-. V , * *; i ■ I J 1 * m 1 r^^M Ofc! W ■ ^"#fFH »^ *m*m 'i I STORER BROADCASTI mm *n. MPAN WSPD • WSPD-TV WJBK • WJBK-TV WAGA • WAGA-TV Toledo, Ohio Detroit, Mich. Atlanta, Ga. KGBS • KGBS-TV WBRC • WBRC-TV WWVA WGBS San Antonio, Texas Birmingham, Ala. Wheeling, W. Va. Miami, Fla. NATIONAL SALES HEADQUARTERS: TOM HARKER, V. P., National Sales Director BOB WOOD, .. 1 1 8 E. 57th St., New York 22, ELdorado 5-7690 • 230 N. Michigan Ave., Chicago 1 r-^P* I If your product is used by housewives, this fellow is YOUR BOY. He whispers things in ladies' ears that makes them go buy something. His mid-afternoon show bursts with features, including "Pop" music, ce- lebrity interviews, contests, listener phone calls and minute spots from shrewd adver- tisers. WEMP delivers up to twice the Mil- waukee audience oer dollar of Milwau- kee network stations.* Call Headlev- Reed! •II,,.. ,i .,„ i„i, •>/( A Os rat*: vallabU Pulu ratingi and WEMP tmrwEMP-FM MILWAUKEE HUGH IOICE, JR., Gen. Mqr. HEADLEY-REED, N«tl. Rap. HOURS OF MUSIC. NEWS, SPORTS Danziger tries out horn at Toy Guidance Council meeting tc 104 toys Krifpil Ihtnziyer Advertising Director Toy Guidance Council, New York If you want to discover your own Fountain of Youth, surround yourself with toys 12 hours a day and watch the wrinkles fa< At least, that's Ralph Danziger's formula for keeping young Danziger — only 36 himself — is advertising director for the Toj Guidance Council and a father of four. He"s found it a simple matter to maintain a youthful outlook. ""In the office.'' he says, "it's toys, toys, toys. \t home, more to\s! I just can't escape them."" A man who believes in sharing his discoveries, Danziger is no* making kids happy and helping other adults keep young by expos- ing them to toys on the tv screen. Toy Guidance Council. Inc.. an independent business organization founded 16 years ago. i- < ur- rently spending $500,000 on tv in 40 markets. The 13-week drive was launched 18 September, marks the Council's first air effort. Agency is Friend, Reiss. The Council bought a different show for virtually ever) market. ''This way we can trade in on an established personality an<: better time," Danziger explained. All 40 programs the Council sponsors are children's programs on once weekly. The majority are half-hour. Over the 13-week span 104 toys will be demonstrated on tv screens, Danziger said. Fight toys appear on each show. The com- mercials are on film, stress educational aspects and pla\ \alue. "All the toys are demonstrated by child performers."' Danzigef said. "There's no other medium like television for the ability t" stimulate the imagination through demonstration." The tv schedule is merchandised with 13 posters — one to be db> played during each week of the dri\e. In addition, Danziger has prepared catalogs of the toys and has drawn up a training course t"i store personnel to qualify them as "to) consultants. Close to 5,000 store- and 7() manufacturers arc represented in the campaign. He picked up a large poster with the word- "Prestige Toys" and "Educator Approved" heading a group of eight toys, " \ll our toys arc careful!) selected 1»\ panels <>f toy wholesali retailer-, consumers and educator-.'' he explained. " Actually, though, iu\ own home panel of four -er\c- a- a prett) good yardstick of a toy's |>la\ value, I've found! * * • 26 SPONSOR the open door to increased sales . . . HOSPITALITY HOUSE Here's a refreshing two hour show, timed for and geared directly to a vast women's audience. Featuring 6 established WSPD-TV personalities, this daily hard-hitting sales tool has variety to interest every type of woman. There's Dorothy Coon with household hints; Jane Schroeder with heart warming human in- terest stories; Ginny Wood with guests, hobbies and news of direct interest; Betty Zingsheim with the latest fashion showings. Rusti supplies the organ music throughout the show and Earl Wells acts as male host. Add to this combination the billion dollar Toledo area market with its 297,000 set saturation, and you get real sales results! For further information, call your nearest Katz Agency or ADams 3175 in Toledo. RADIO TELEVISION TOLEDO, OHIO Storer (roodcoitmg Company tOM H»BKfR. NAI SALES DID lit I S/th STREET. NEW rODK Represented Nationally by KATZ 18 OCTOBER 1954 27 THE SHAPE OF SALES TO COME IN How are your sales shaping up? There's a powerful new selling plus in the key Carolina counties mapped above . . . WBT's basic service area. Now you can insure for your product a week's display in up to 172 A&P, Colonial and Dixie Home Supermarkets in these counties — based on a specific weekly dollar volume of advertising on WBT. Here's an unbeatable combination to sell 3,000,000 Carolinians — the unmatched power, prestige and penetration of 50,000 watt, 50%-share-of-audience WBT, plus mass merchandising through WBT Supermarketing. Lt&l CHARLOTTE ^ 50.000 Y UXltfa A JEFFERSON STANDARD STATION ii ... „ promotion COrd to ^ Dl"°nC 'forbro- drop ° C°BT, Chariot*- N con. chore I wh.ch you "^.Ving '°c°,lon ditio"'""*'" and mop show- A WBT Super*0'* bP \e*>\ 1 . n Hl _ 18 OCTOBER 1954 their li on net tv shows ? As commissions rise with program costs, the man who pays the bills sometimes wonders. Here are pros and cons by Alfred J. Jaffe WW ith advertisers biting their cigars tighter and bang- ing the table louder as they complain about those blankety- blank tv costs, the advertising agency often has a major project on its hands. This project is to convince the client that it is doing enough hustling, that, in short, it is earning its commis- sion on network tv program costs. This problem is not a new one. It has raised its head on and off ever since network tv hit the big time. Today, as network tv bulges with 90-minute spectaculars. 60-minute extravaganzas, an electronic rainbow and lots of big names, the agency's commission, in terms of dollar?. has naturally gone up. Just as naturally, perhaps, the man who pays the bills is asking questions. These questions, not necessarily confined to video's pro- gram whoppers, can be summed up as follows: • What work does the agency have to do when it buys a ready-made program package, either from the network or CRITICAL VIEW There is often little to do in servicing network tv shows. The program is often packaged by networks or outside firms and comes to agency neatly tied up. With networks holding a tight rein, the agencies are being shunted aside The fact that costs (and commissions) on network tv shows are going up doesn't necessarily mean that there is more work to do. When costs were half of today's, agencies were doing same work Agencies get the same commission for spot as for network, but there is a lot more work in buying spot. In addition, there is often no spot program to earn a commission on. There are commissions on commercials, but same is true on webs REBUTTAL 18 OCTOBER 1954 Non-agency people don't appreciate the tremendous amount of work involved in servicing a show, including media analysis, marketing, etc. Agencies provide more services than they used to and salaries of experts come high A responsible agency, which looks after its client's interests, will not allow itself to be shunted aside. Where agency has little to do with show, it will earn commission by absorbing other costs Buying of spot is sometimes a losing proposition to agency and network commissions redress this loss. There is no evidence that agencies are making any more money than before tv. The long term profit trend has been downward 29 : ■ , . . ■ .. ■: . ..:.:i !...: : ■ ...: .!■' Hill controversy from .in independent pi odu< ei / • Isn't it true that the networks are getting a tightei con. trol on programing and Bhunting (In- agencies aside? • Doesn't the IV, commission <>n time costs alone suffi- . ientl) covei sei i u ing the ~lu>\\ ? • Isn't it true that, with program costs going up, the agem j is doing the same amount "I work on a show tliat it did when program prices were cheaper? • l-n't ii true that although agencies get IV ; commis- sion Eoj spot anu\ and there is often no program commission for spot? • \\ liai is bo expensive about servicing a show, anyway? < H course, man) advertisers have found satisfactory an- swers l" these questions but there is enough dissatisfaction to warrant an examination of the problem, as witness tins statement to sponsor from the top air executive of one of tv's biggest advertisers: "The l.VJ commission on pack- aged network t\ shows can be a fantastic grav) train." The advertising manager for a manufacturer who has been on network t\ for years told SPONSOR: "There are -nine cases where I wonder whether an agency is necessary. For example, take the case where a client is offered a film package ahead) in the can. The agency pockets 15ft of the production cost and I can't see where it's justified." No agencyman will den) it's possible for an agenc) to turn practical!) ever) cent of the program commission into profit. But he will insist that such situations are non- existent or rare. \n account executive said: "Sure, an agency can make a lot of mone) on network television show costs. Hut it would be a fool if it did. No reputable agenc) will accept the commission on program costs and do no work. Sooner or later the client will find out and. as they say in the papers, the agency will resign the account. If that's sup- posed to be a smart way to make money, then I'll eat a Does net tv help pay for spot? While agency cost accounting is directed more at finding out whether money is made on each client, rather than whether money is made on each me- dium, agencies know, in general, how media stack up. Assistant treasurer of a l>i£ radio-tv agency told sponsor that national media are more profit- able than local media. Be Baid: "Magazines are damn profitable, network tv is pretty profitable, bo is network radio. Newspapers and spot are less profitable than the others. Von can lose on local media.'- Point was made bj other admen that while agencj can do well on network tv eommis don, i li i> is often offset by the cost of manpower used in spot buying and the fact there are often no programs tO earn a commission. Hence, network t\ sometimes helps pay for the servicing of spot. tcle\ ision tube." Said the business manager of the television depart at one of the top 10 agencies: *'I think too main peon outside of agenc) work assume that even if an agem \ tri to find work to do on an outside package, it can't. Hut if <■ agenc) reall) watches out for it- clients' interest then a tremendous amount of work to do. "\ei\ often the agencv is in on the program packaJ from the beginning. It ma\ originate an idea and ha outside package! execute it. If it doesn't originate an id.-. the agenc) -till ha- to work with a packager and see tin the idea develops into a show the advertiser can u-e. Thi means checking the script and the talent involved ami seeing ever) step in the development of the program idea "Let me uive you an example ol bow we're invoked in . film package. When the program idea was fir-t propose to US, it was different than anything then on the air. so involved judgment as well as work in analyzing the potei tial audience for the show. We buv the -< ripts. read suggest revisions and sometimes rewrite them ourselves We have an office in llollvwood and a department in V 'l ork concerned with servicing the -bow. lime clearance! became a problem and we -cut men on the road t<. talk to station-. Where we couldn't clear time, we had tie tional problem id kines. I he show goes to Canada Honolulu, which means more work. We take care ..f ship- ping films, which is not as simple as it sound-, sine* stations use 16 mm. and a few 35 mm. equipment "There are times when an agencv takes over an es network show. There mav be less work involved so far a- the original creative work is concerned. But there- -til the problem of servicing. W here an agenc) takes over an account with an existing show, the entire stratejiv behind the show has to be reviewed and analvzed to decide whether the show i- worth keeping. There are a lot of high-priced people involved in that. The feeling of agencymen that non-agenc\ people don't appreciate how deeply the agencv is involved in program servicing and how main details are involved is a wide- spread one. This feeling was the motive behind a speech hv Rodne) Erickson of Y&R at the 1 As I astern \nnual Confer. New York last November. Said Erickson: "In case anyone should forget, the act of buying ami servicing a package show for a client i- not a- simple as it appears on the surface. There are. in most agencies, M steps involved in buying and servicing package show-. These are the major steps and b\ no means are the) lim- ited to 4ci in every instance." i For list of W>. see page 31.1 Erickson also pointed out that a "further function of the advertising agenc\ is to control good taste in television programing. While networks have their censors. I believe that agencies and clients, in respect for the main senSB tiv itics of the consumer, go much deeper in setting < riteria of good taste. We. the agencies, therefore, must continue to exercise rigid control of this intangible but vital "\ factor in show business. The Y&R man then continued: "There seems to be a trend to further sharing production responsibilities M package producer-. In recent months agenc) represents live- have cast, re-set format-, even rewritten entire -ripts in package productions, \fter all. most agenc) representa ' Please turn to page 108 • 30 SPONSOR tu BUYING PACKAGE SHOW HOT AS SIMPLE AS IT SEEMS. THESE ARE SOME OF 48 STEPS AGENCY MUST TAKE* _ 2. ASSIGNMENT OF FUNDS FOR TV i. TALENT SEARCH FOR TV PROGRAMS 4 REDUCING HUNDREDS OF AVAILABILITIES TO HANDFUL 5. NEGOTIATION OF PRICES OF PROSPECTIVE SHOWS 6. NEGOTIATION OF NETWORK TIME FOR PROS- PECTIVE SHOWS 7. RESEARCHING HISTORIES (IF ANY) OF PROSPECTIVE SHOWS 8. RESEARCHING TIME PERIOD HISTORY 9. ANALYZING PROSPECTIVE SHOWS 10. PRODUCT GROUP MEETING ON PROSPECTIVE SHOWS 11. TOP AGENCY EXECUTIVE MEETING ON PROS- PECTIVE SHOWS 12. CLIENT MEETING ON PROSPECTIVE SHOWS 13. JOINT DECISION ON SINGLE SHOW 14. FINAL NEGOTIATION SECURING PROGRAM 15. FINAL NEGOTIATION SECURING TIME PERIOD 16. DRAWING OF LEGAL DOCUMENTS 17. CLEARING LEGAL DOCUMENTS WITH CLIENT &. TALENT 18. 19. 20. 21. 22. PLANNING COMMERCIAL FORMAT PLANNING SHOW FORMAT WRITING COMMERCIALS CLIENT & AGENCY O.K. OF COMMERCIALS TALENT AGENCY DISCUSSIONS ON CHAR- ACTERIZATIONS TALENT AGENCY DISCUSSIONS ON PRODUC- TION DETAILS AGENCY PROGRAM & ACCOUNT VIEWING ACTUAL PRODUCTION PRODUCTION SUPERVISION OF SHOW SUPERVISION OF FILM PRINTS OR KINE PRODUCING COMMERCIALS PROCESSING COMMERCIALS INTEGRATING COMMERCIALS IN SHOW INTEGRATING COMMERCIALS IN PRINTS OR KINESCOPE RESEARCHING SHOW (NRI) SPECIAL RESEARCH (FLOW CHARTS. AUDI- ENCE JURY TESTS, ETC.) EVALUATING COST-PE R- 1,000 OF SHOW RESEARCH SALES EFFECTIVENESS OF COM- MERCIALS CHECKING OF COST OF SHOW REPRESENTATION IN MULTIPLE UNION NE- GOTIATIONS CONTINUING NETWORK NEGOTIATION ON COSTS & STATIONS CONTINUING USE OF RESEARCH TO IMPROVE SHOW SPECIAL TOP MANAGEMENT SPOT CHECK- ING OF PRODUCTION DAILY HANDLING OF STAR TEMPERAMENTS. ILLNESS & EMERGENCIES CONTINUING SEARCH FOR BETTER PROP- ERTIES CHECKING OF ALL SCRIPTS FOR CLIENT POLICY NEGOTIATION WITH NETWORKS FOR RE- BATES. PREEMPTIONS. ETC. NEGOTIATION WITH NETWORKS FOR BETTER TIME QUARTERLY REVIEWS OF ALL PHASES OF SHOW WITH CLIENT RESEARCH ON SUMMER POLICY SELECTION OF SUMMER SHOW OR HIATUS RECOMMENDATION RECOMMENDATIONS FOR FOLLOWING YEAR *48 steps above were developed by Y&R's Rodney Erickson ■-a^^^^^L^ ** *. V, 3E follows its target with SPOT RADIO Firm follows migratory groups from South to largo cities with ra f (pi ( "Id Preparation Is ;i proprie- tar) medicine which began prior to \\ orld W ai I \>\ advert ising to farm- era with -mall cardboard signs "on practical^ ever) pine tree in the South" and then switched to radio to rea< ii a more complete mass audience. I ssentially, the people who use (><>(> Cold Remed) toda) are not too differ- enl From the people who used it at the turn of the century. They're fam- ilies throughout the South and South- west, tit her on farms and in rural areas, or in small-town communities. The) re also Families who moved to the North and Far West during World Wai II to gel Factor) jobs during the manpower shortage. They're Negro and the) re white, they're on farms and in citie-. the\ speak English, hut some "I them i like Mexicans in Los Angeles and Puerto Ricans in New York) still speak Spanish at home. Generally the\"re of the lower-in- come groups, "the people who don t call a doctor ever) time one of the kid- sneezes," Jim Roberts, Charles W. llo\t agenc) account executive for Monticello Drug: Co.. makers of (>(>(>. told SPONSOR. This year Monticello Drug Co. will spend <>()', of it- budget in radio. The firm's radio expenditure has been growing steadily since 1947. when Monticello Drug allocated its first air budget- — some 20f7 of its total adver- tising budget for 1917. Monticello Drug's increased radio activit) is particular!) interesting in view of the trends in the cold remed) business tin- year. \ number of ma- jor brands who began experimenting with tv during the past year or two. are now splitting their air budget be- tween the two air media. Typical of tlii- trend, for example, is Grove's 4- W a\ tablets (through Harr\ B. Coh- en i . With a total air budget similar Hoy't 666 account group (below, left) discusses firm's ad strategy: J. Somple, art dir., R. G. Pratt, service mgr., D. Conlclin, copy consultant, J. R. Roberts, a e. Firm operates without sales- men; agencyman Wm. Baumert, field merch. man (below, right), checks stock in drug store '-•™*mmxmsimt.\.m These are HUU's best ruslomrM Firm reaches mass market in rural and small-town Southern areas with local-appeal radio stations aims at city customers with cc- bination of powerhouse >4 special group stcMt to their 1953 expenditure-, thi- firm is placing a five-a-week announcement - hcdule on a scattered number of ra- dio stations, adding a lighter tv an- nouncement schedule with the other portion of the budget. On the other hand. Miahi-t. for one. through Ted Hate- agenc> i i- main- taining it- 1953 ratio of radio and tv, with increased budgets in both media. W In has Monticello Drug Co. in- creased it- radio budget? "In radio we found a sure wax of reaching our market." Jim Rol continued. "For one thing, we no- ticed that the smaller the community, the more its inhabitant- rel\ on radio, rather than upon the weekb or daily newspapers of their community for new- and weather (>(> Cold Reme- d) - radio ad\ erti-ing : The firm is on the air 2(> weeks of the \ear. from October through mid- March that i-. during the cold - 32 SPONSOR LEWEUVn'S GROC son. Generally, Hoyt agency buys early-morning and noontime news and weather adjacencies for the product s minute announcement. In this way. they expect to reach the entire family at breakfast, and in rural communi- ties, farmers when they're home for lunch. Roberts never buys less than five announcements per station, even when he is covering a particular market with as many as three or four stations. Maximum frequency during the heavy winter months reaches up to 10 or 15 announcements a week. An interesting pattern emerges from a study of the 94 stations 666 Cold Remedy has bought to date for 1954. They are located primarily, of course, in the South and Southwest, Monti- cello's best markets. Monticello is. however, beginning to make a concen- trated effort in such major metropoli- tan centers as New York, Detroit. Chi- cago. Cleveland, and Los Angeles. Close to 30 of the stations on which 666 Cold Remedy will be advertised this year are Negro stations. Fre- quently, these stations are used in metropolitan centers in conjunction with a network-affiliated powerhouse station. For example, in St. Louis, Mo., 666 Cold Remedy uses station KSD, a 5,000-watt NBC affiliate, and KXLW, a 1,000-watt Negro station. The firm covers the Los Angeles area with KMPC, a 50 kw. indie, KABC, the 5,000-watt ABC affiliate in the mar- ket, and KOWL, a 5,000-watt Los An- geles area Negro station. Mobile, Ala., is another case in point. There 666 uses WALA, the 5 kw. NBC affiliate, and WMOZ. a 1,000-watt Negro station. This is the reasoning behind the pattern: When going into a major market, 666 seeks two things — exten- sive mass coverage via the powerhouse station and appeal to its own special audience via the independent who pro- grams directly for 666 customers. In several sections of the Southwest, as in Texas, for example, 666 buys stations with heavy Mexican program- case history ing: KGBT in Harlingen, carries 42 hours of Mexican programing. Most other Texas stations, on the other hand, were bought for sheer broad coverage: WFAA, a 50 kw. in Dallas; KLIF. a 5 kw. indie in Dallas: KXOL, a 1.000-watter in Fort Worth; KPAC, a 5 kw. MBS affiliate in Port \rthur; KONO, a 5 kw. indie in San \ntonio. Not just the choice of stations, but the copj approach, too. is indicative of the type of audience 666 Cold Remedy wants to reach. The opening and clos- ing of the minute commercial is al- ways a jingle recorded to the tune of Farmer in the Dell: "Six-sixty-six, Six-sixty-six, Colds make you feel so bad, Take Six-sixty-six." At times the actual sales spiel wedged between this open and close jingle is also a tape from the record- ings made by the Charles W. Hoyt radio department under Bill Smith, radio-tv director. At other times, Jim Roberts buys the local announcer a station provides for the sake of catch- ing the particular flavor of a region. One thing, however, remains constant in the sales pitch, and that is its ap- proach. Announcer : "Colds do make you feel so bad . . . your head aches. m>u feel feverish, your head is all stuffy and there's that general over-all achi- ness. Now get relief from all of these discomforts . . . not just one of them. Try '3 sixes" . . . it's entirely different from any other cold preparation. '3 sixes' is much more than a simple pain-reliever. It not only eases your headache and general achiness, but also reduces feverishness, and eases nasal congestion at the same time. '3 sixes' has brought extra-fast relief to thousands of persons, so even if other medicines have failed you, try '3 sixes' today. It comes two ways, liquid or tablets . . . Remember, '3 sixes' does more because it has more." With commercials like this one aired at least five times a week over the sta- tions in Monticello's markets, the drug firm perks up consumer demand to such a point that customers go to their local druggists and ask for this par- ticular cold remedy. When there is a (Please turn to page 104) 18 OCTOBER 1954 33 What's spot radio? What's iiclwii JB'vV. 111 I'M.'! llir dividing line he- tween "spot" ami "network" radio was i- ■ Ir.H l\ defined a- tin- I ron < lurtain. Bui in the fall ol L954, tin- mythical media boundary i- rapidly becoming diffused. \- everj broadcast buyer knows, radio networks have Btepped up the pa I their programing designed to ,i.i .1- "spot i aii in-."' in which adver- tisers air -did participations on a shoi i or long-tei m basis. lint in recent weeks the activity on the other side <>f the fence — the area in which stations and station reps op- erate has been increasing. Now some spol iadio opportunities arc get- ting closer to "network" operations. I he latest major step in dramatizing and simplifying the purchase of spot radio has been made l»\ the John Blair station rep firm. \l pit— time, a num- ber of top agencies and advertisers had heen shown a new Blair presenta- tion covering the Invest spot radio "package" l<> date: the National Sat- uration Group. The outj-rowth of earlier Blair "packages" isuch as the company's '"12 Plan" and others I. the new plan nicknamed "NATS AT l.\ Blair Stress of Blair "NATSAT" plan is on huge cumulative audience (43.0' i ) reached 2.3 times or more weekly in 45 markets through 24-participations-weekly schedule. It is a one-bill" buy men — is a direct and open hid for ra- dio revenue in competition with every- thing from network radio to maga- zines. "In the past couple of seasons we have watched the trends in radio close- ly. NATSAT is the logical outcome of these trend-. Blair sales v. p. Boh Eastman told SPONSOR. "The stead \ "NATSAT' group rate of $15,582 weekly on a one-to- 1 3-week basis is highly competitive with other media. Same amount would purchase a newspaper campaign of thp siie outlined above 34 growth in the number of radio sta- tions in the I .S. has complicated aj:cii- <\ time buying and has increased the number of decisions to he made. \t the same time, local radio programing has taken the pla\ awa\ in main i from the networks. Advertisers todaj are beginning to think in terms of campaigns in local radio programing, often as part of a big, short-term punch or 'flight' of announcements. "What we have done at Blair with N \ rS \T is to -et up a package where- in an advertiser can gel a huge circu- lation at a rock-bottom low cosl and agencies can streamline a lot of their spot radio buying. We think \ VTSA1 will set a new -ales pattern for main station reps and station groups," East- man added. The first major move this fall on the part of a group of radio stations to make -pot easier to l>u\ wa- made last month h\ the Quality Radio Group, a confederation of 25 high- power station- that cover about 8Qr/< of the I .S. i See stor) in SPONSOR. 2 Commercial starts at M" accepti 'int, ; sin goes to olosei u-ine-s described the happening as the greatest thing since 1799 when a Frenchman invented les supplants i we call 'em falsies i . I niil last month brassieres were one ol several items considered too inti- mate to be advertised on network t\ "i radio in < lass " \" time- although individual radio stations had long ac- cepted lingerie advertising. \l>< l\ had tw i< e before can ied brassiere < < < 1 1 1 1 1 1< - 1 < ials: l"i Exquisite Form Mras- siere, Inc., in 1950, once a week and late at night; !"i Maidenform Bras- sieres on Saturday noontimes in the Erst half of 1951. I'>"ili campaigns were on limited networks, had limited -u< i ess. It remained for Exquisite Form to find a way of presenting its brassieres so that hard-hitting sales points could be made without offending family groups around sets in early evening. How Exquisite Form solved its pres- entation problems is a story other print advertisers of "'delicate products who want to get on the air will find in- structive. The degree to which Exquisite Form has moved in the direction of air me- dia is seen in the fact that it's spend- ing well over fl million in it- network t\ and radio campaign. Almost all it- point-of-purchase material and some "I it- magazine, newspaper ad- vertising is tied in with the air pro- motion. [Yaditionallj a hea\ \ magazine spender, this year the firm i- allocat- ing about vl million to printed media. I>lu- about 1700,000 for co-op adver- tising (which, when matched b\ its dealers, bu\- about $1.5 million worth o| local newspaper Bpa "Television had hardl\ gotten of the ground when we realized that it would he the ideal medium for show- ing brassiere-." Garson Reiner, presi- dent of Exquisite Form, told SPONSOR. I?>.>0 experiment: "Our fir>t experi- ment with t\ was The Robbins Sest, 5() were either hidden he- hind layers of veil or else bareh dis- cernible on a silhouette of a girl. Whichever method was used, the mod- el wearing the bras couldn't move. "I nder these conditions," said Reiner, "it was impossible to |ir< >p- erlj demonstrate the brassiere. Wt couldn't -how the brassiere on a mov- ing model bo ause of blanket network taboos. Of course, we didn't get am letters of protest at that time. I'rob- abl) the audience wasn't too sure ju>t what we were trying to sell. Certain!} thej had a hard time seeing it." Had the • ompanj expo ted to gel 36 SPONSOR n nequin dors ballet as i out bra's features: . suppnrls from below In new bra Marcia twists, turns, as chorus "Ohs" and " Ahs," sings "Exquisite Form with Floating Action" In new gown, with exquisiU figure, Marcia dances through tht clouds in a dream-likt sequenct letters of protest from its early tv series? "Whenever we've gone into a new medium," Reiner said, "we've had protests. When we first started to use ' car cards, we showed a girl in a loosely-fitting sweater. You couldn't even see the bra she was wearing. Yet we got hundreds of letters protest- ing our 'indecent' advertisements. The same with magazines and newspapers. Since women were the chief protes- tants. we had to be careful not to of- fend them or they might not buy." Larry Klingman, public relations counsel, glanced about the office case history as if to make sure no women were listening. "Personally, though," he said. "I have the feeling that the same gals who protested rushed right out to buy Exquisite Form bras, f suspect they were titilated by the thought of wearing something they considered just a little bit sinful." After The Robbins Nest, Exquisite Form went back into magazines, news- papers, car cards. "Then last January," Reiner said, "we brought out our push-button bras- siere— the Bra-O-Matic. It's a strap- less bra featuring push-botton adjust- ( Please turn to page 100) 18 OCTOBER 1954 Hoes your show reach people - It's not I ho ran size of «iiiclickiic*o that counts but what type of poop* i J M recent years it has become cleai to experienced advertisers thai the numbei ol potential customers in the audience rather than tin- gross audi- t - 1 1 < e size is w hat < ounts. i <-i man) an advertiser -till buys programs l>\ ouija board, onlj to find lii> campaign limping along because hi- -alt* pitches are being direi ted t" the w rong audi- en< e. I lie latest reminder of how treach- erous program buying ran be is con- tained in an Ohio Mate I niversit) survej "I i\ listening preferences and habits. It shows how much program preferences and listening patterns varj with age, Bex, education and income, tliu- points up the fact that each -how ran attract its own highl) individual audience. Vmong it- interesting revelations: • While women generally do not flock to t\ sport -how-, the) find the flexing muscles ol wrestling's behe- moths fascinating — and more so a- the\ grow older. • Serious drama i- likelv to have a greater appeal for women than men. • \- the) -row older, women - to like "love Btory" drama less. • Rich man and poor man arc- likeK lo have different program ta»te-. hut both derive enjoyment out of a t\ baseball-cast. • The corned) variet) -how seems to appeal equalh to the college graduate and (tie man who never got beyond el- ementar) schooL • The vast major it) of the a\ ailulde audience, both male and female over 30. The survev wa- made last April hv I How program type preference varies with these four factors: 1. AGE 2. se> ;; Men aged: 19-30 31-45 46-60 Over 61 Number ol people DETECTIVE STORY DRAMA COMEDY VARIETY SHOWS STRAIGHT- VARIETY SHOWS POPULAR MUSIC PROGRAMS 'SERIOUS' 60-MINUTE DRAMA NEWS BROADCASTS COMEDY DRAMA PANEL QUIZ PROGRAMS BOXING MATCHES MYSTERY OR 'SUSPENSE' DRAMA HOME SITUATION' COMEDY DRAMA AMATEUR OR 'TALENT' SHOWS OLD TIME MUSIC PROGRAMS HUMAN INTEREST' GIVEAWAY SHOWS BASEBALL GAMES QUIZ AUDIENCE PARTICIPATION WRESTLING MATCHES LOVE STORY' DRAMA WESTERN ACTION' DRAMA SERMONS INSPIRATIONAL TALKS INFORMATIVE PROGRAMS CONCERT OR SERIOUS' MUSIC PUBLIC AFFAIRS FORUM COMEDY AUDIENCE PARTICIPATION 7:'' I 60 25 4s 14 56 13 28 10 34 17 11 36 l (222) (2841 (991 1 1 10 699! 65 37 43 35 33 L6 36 38 20 19 Is 9 35 12 13 13 19 I 19 10 9 S :,r; 55 35 41 38 36 22 23 49 25 17 16 2d 9 35 13 1^ 16 9 JH 13 11 6 17 VJ. 31 L'n 46 2ii 30 56 po 20 25 17 32 13 32 6 23 11 9 in 13 6 51 % 31 .-.4 28 10 36 14 17 40 11 1!" 38 47 26 :r. 30 31 i I'd n 7 Is 20 14-18 Wr.men aged 19-30 31-45 46-60 Over 61 (104) (332) (367) (203) 1 122) Tctal men & .(Tin All bc» 17 69 52 - 58 1!" 1 27 13 13 11 24 ;i B 3 39 15 9 9 1 1 I 18 .".1 35 •Jl 32 25 20 ]«' 25 5 1-2 i 30 ;i 11 12 10 j 5] 52 5 J 30 36 32 24 20 24 10 16 9 Is j 16 16 1 1 59 37 36 1!' : 7 17 33 28 4J 7 30 12 17 - 19 14 40 r 27 L'!' 411 15 4 '.' 22 37 .).> 41 L".' 14 '.' ;i 17 l 19871 - 4'.'. 7 46.9 42.2 27.9 27.4 26.1 25.1 •_' 4.!' 24.5 23.4 22.4 21.2 17.ii 16.3 15.3 14.5 13.4 13.3 12.9 10.7 ; i 21 21 i - - The Ripley-Buell study (picture of the two Ohio State grad students at top of page) was conducted April 1954 in Columbus and Franklin County, Ohio. Usable information was obtained from 1,987 individ- uals in 1,000 tv homes by means of a questionnaire which was per- sonally delivered and picked up two days afterward. The progr preference percentages as such are not nationally projectionablt tastes vary according tc region and cultural background. Prefere" trends may have more universal validity. Illustrations of each progr. airacts Show preferences study Ohio Statt grad students .lost ph M. Ripley and Stephen I). I! in II studied show preferences found wide range of reactions with age, sex (see figures in low) loseph M. Ripley and Stephen D. tuell ; they are graduate radio-tv stu- lents at Ohio State University, work jnder the guidance of veteran radio-tv (locator Harrison B. Summers, who pioneered similar studies for WIBW, Topeka, and in the state of Iowa. The Ripley and Buell figures come nut of a questionnaire study in which respondents were asked to indicate program preferences. They are not of rourse "projectable" nationally. It's issumed program taste by show types varies regionally so that the rank or- der of preferred programing would change as you went from say the Ozarks to Westchester County. What might hold truer on a national basis is the trend line of program pref- erence based on differences in age, sex, education, economics. If preference for show type A declines with age in Columbus, Harrison Summers feels a similar decline is likely to be shown elsewhere. Hes found that to be the case in radio programing preference studies done over years past in mul- tiple markets. Columbus itself is used frequently as a test market, exhibits population characteristics which aren't strikingly removed from national urban aver- ages. But the major point of the Co- lumbus program preference figures is not to what degree you can use them in national show selection; rather they stand as a strong reminder of the di- ( Please turn to page 84) programing . EDUCATION 4, INCOME len -Sc Elem Coll Women H-Sc Elem High Med Low 70) (117) (265) (621) (136) ^ Number of people )% 71% 30% 47% 56% 32% 48% 70% 46 51 46 43 50 48 48 » 34 57 ."7 48 51 50 42 1 23 43 51 29 35 43 43 1 22 60 44 28 4:; 38 32 1 26 44 29 32 48 34 31 i 32 22 27 24 20 25 26 7 13 38 30 22 33 29 18 > 36 6 6 11 26 26 34 8 37 18 25 31 17 20 44 7 16 30 28 27 22 23 21 8 30 18 30 28 14 24 31 ! 38 9 24 37 9 23 33 5 17 20 35 41' 17 21 30 i 29 11 6 7 26 21 25 7 17 32 21 26 21 IS 18 5 33 4 10 29 7 16 24 1 12 20 21 22 12 12 22 1 34 4 9 12 6 12 23 1 14 22 15 21 10 13 16 4 2 15 10 4 30 14 8 S 6 30 12 9 30 ]4 9 8 6 21 10 4 25 11 8 G 7 8 8 15 5 7 7 DETECTIVE STORY DRAMA COMEDY VARIETY SHOWS 'STRAIGHT' VARIETY SHOWS POPULAR MUSIC PROGRAMS 'SERIOUS' 60-MINUTE DRAMA NEWS BROADCASTS COMEDY DRAMA PANEL QUIZ PROGRAMS BOXING MATCHES MYSTERY OR 'SUSPENSE' DRAMA 'HOME SITUATION' COMEDY DRAMA AMATEUR OR 'TALENT' SHOWS OLD TIME MUSIC PROGRAMS 'HUMAN INTEREST' GIVEAWAY SHOWS BASEBALL GAMES QUIZ-AUDIENCE PARTICIPATION WRESTLING MATCHES 'LOVE STORY' DRAMA WESTERN 'ACTION' DRAMA SERMONS, INSPIRATIONAL TALKS INFORMATIVE PROGRAMS CONCERT OR 'SERIOUS' MUSIC PUBLIC AFFAIRS FORUMS COMEDY AUDIENCE PARTICIPATION iffered in the questionnaire. "The Milton Berle Show" and ! Gleason Show" were used as examples of comedy variety; he Town" and "Arthur Godfrey and His Friends," "straight" )nie and Harriet" and "Mama" "homey," comedy drama; "Big Town" and "Dragnet," detective programs; "Suspense," "Danger," "The Web," mystery or suspense dramas; "Strike It Rich" and "This Is Your Life," 'human interest"; "Beat the Clock," "Dollar a Second" comedy audience participation. QUESTIONS TELEVISION "LIFE 1. SEE OCT. 4 PROGRAM? L READ OCT. 20 ISSUE? 2. SEE ADVERTISING? 2. SEE ADVERTISING?' 3. WHAT DID IT SAY? 3. WHAT DID IT SAY? 1 To measure impact of two media, questions ■ were asked without use of visual reminders. PROCEDURE 2908 RANDOM PHONE INTERVIEWS (N.Y. TV-OWNERS & NON-OWNERS) • 1252 AFTER TV PROGRAM 1656 AFTER "LIFE" AD (HALF 3 DAYS AFTER HALF 7 DAYS AFTER) Advertest quizzed panel of 2,908 people in N.Y. area in two sets of telephone checkups. 2, Results TOTAL SAMPLE SAW PtOOAM 29% 25% 3. "Life" ad and tv show cost about same and drew readers, tv viewers at fairly close rate. Recall Seeing Advertising TOTAL SAMPLE -ll«- AOVE«!ISING TV ADVI«riSING 19% Life vs. tv: a cl !. Now product was introduced with SG.IM that "Life" not more readers, but i\ Fewer saw tv show than read "Life" but more viewers recalled commercials than print ad. Imong points made in sponsor's AIL- Media Evaluation stmh was that com- parison* of media arc difficult and. nlicn they are accurate, rare. Yet it is possible to test one medium against another when conditions me carefully controlled, SPONSOR'S study concluded. One such instance, recently revealed. was the introduction of a new product in which virtually equal sums were spent on a color spread in Life and a single tv show. The article below tells what happened. I sponsor's All-Media Evaluation study, which appeared in 26 parts, has been reprinted in book form. Copies are now available at $4 each.) f^ne of those rare opportunities for a (lean-cut media test came up in the fall, two television seasons ago. Client \ (the company prefers anonymity) bought the last half hour of ) our Show of Shows for a one-shot. At al- most the same time Client X used a double-page color spread in Life. Tom Collin. NBC research manager, moved quickl) to take advantage of the chance for a magazine vs. tv study. He felt conditions were right be- cause: 1. The product was new. with no advertising historj in an) medium. 2. The tv show was one of the most 1 »< .[ uilar. 3. The magazine was the most pop- ular of all that carried advertising. 4. The campaign was to be limited to one t\ half hour and one magazine spread. The l\ advertising was to ap- peal on 1 October, the magazine ad on 2o October; no other media were in be used. 5. I he costs "I the tv show and magazine ad were \er\ close, approxi- mately $60,000 Eor each. 1 [ere then was a chance I" find < >ut which medium could deliver more ad impressions pel dollar and which more effective in driving home a - message. \d\eite-t Research of New Bruns- wick, N. J.. wa- retained to make Ih. stud) . Here are the highlights of \>i ie-t's findings: 1. More people could remembei having seen the tv than the Life ad- vertising. 2. More than twice as man) people could describe the contents of the t\ advertising than the Life advertising. 3. The t\ show was more than three limes as effective as Life in driving home sale- point-. 4. The tv show was equally effec- tive with both men and women. less so with women. 5. Onl) in general exposure did Life exceed the tv show, and even thii margin testifies in re\erse against the effectiveness of Life and in favor of } our Show of Shows. Haw the test was made: Vdvertesl Research conducted 2. 'Mi telephone interviews in the New York area. i Non-tv owners were included. I < 'i the calls. 1,252 were made the dav after the tv show. 1.650 the week fol- lowing the appearance of the Lift issue. Half of the calls following / issue date were made the first three davs. hall seven days after publication, to allow for readership accumulation. Respondents were asked these simple questions: 1. Had thev seen the last half hour of ) our Show of Shows? ' dav after show oidv i or 2. Mad thev read the test issue <<( Life? 3. Did thev recall the advertis for the new product? 1. Could thev describe the contents ol the advertising? 40 SPONSOR if media test if." $60,000 tv show. Survey shows ft of audience's ability to recall sales points Playback of Contents TOTAL SAMPLE AS RESULT Of "lift" AS Rf SUIT OF TV Exposure: Of those interviewed the day following the tv show, 25% re- ported having seen the last half hour. Of those interviewed the week after the appearance of Life, 29% reported having read the test issue. Life expo- sure was larger, and superficially the magazine might be thought to deliver a lower cost-per- 1,000. Ad recall: \i js obvious, however, that magazine exposure is not equiv- alent to ad readership, just as tv po- tential exposure is not equivalent to the number of viewers who may be watching any particular show. The fact is that in the vital "ad recall" rating, Your Show of Shows left Life far behind in terms of actual numbers involved. Here is how they stacked up: Of the total Life sample, those who recalled the advertising in the test is- sue came to 12%. Of the total tv sam- ple, those who recalled the advertising on Your Show of Shows equalled 19%. This means that tv was 58% more effective in achieving ad recall. Since these percentages are of the total samples, they tend to hide the weakness of the periodical in its com- parative ability to make a dent in the consumer. For when the "ad recall" results are examined in the light of the reported readership and viewing, you find that the percentage of Life readers who rcalled the advertising was 40, while the percentage of tv viewers who recalled it was 75. In other words, less than half of those who read the test issue of Life could recall the ad, three-fourths of those who saw the tv show could recall the advertising. Another factor that may tend to dis- tort the findings somewhat in favor of Life is the fact that 50% of those who recalled the Life ad also remembered having seen the tv advertising. Only half of the Life recallers, then, were really new prospects. NBC's Tom Coffin reports that he compared the responses of those read- ers of the Life issue who stated that they had also seen the tv show with those who had not seen the show, and found that the reader-viewer group scored far higher on the ad recall ques- tions than the readers alone. This sug- gests that in reality the tv impact is relatively greater than the available figures show. Content playback: Important as ex- posure and recall figures are, they are only a beginning. Once having reached the prospect, the advertiser faces the question of how well his sales message is getting across. How well, for example, could respondents describe the contents of the advertis- ing they had seen? First, let us see how many could describe the adver- tising in each case. The comparison is revealing. Life — of the total magazine sample, the percent who could describe the ad contents was 7. Your Show of Shows — of the total tv sample, the percent who could de- scribe the contents of the advertising was 16. Conclusion: In terms of ability to achieve remembrance of ad-content, the tv show was more than twice as effective as the magazine. Put another way: only 24% of those who read the Life issue could describe the ad content; the comparable tv fig- ure was 64%. It is interesting to note that the often-cited ability of a magazine to build up readership of an issue with (Please turn to page 92) Tv show made deeper impression; tv viewers could "play back" sales points twice as often. Descriptive Detail WORDS PER RECALLER "HFr RECAUERS IV RECAUERS 6. 7. Viewers remembered more of actual details of product operation than did "Life" readers. Recall of Sales Points IDEAS PER 100 TOTAL SAMPLE "LIFE" TV Number of separate ideas and sales points ex- pressed were added; tv led by three-to-one. TV vs MAGAZINE IMPACT 1*1 » loot RECAUKJ 3-1 8. "Recap" of figures in NBC TV study shows that tv lagged in cost-per- 1 ,000, led otherwise. 18 OCTOBER 1954 41 H IITIOMRl/HMDBOOK Sponsor Services Inc. What's I ho difference between "on the beach" and "on the log'**? Read the dictionary to see D" you know the difference between "on the beach" and "or the log"? tf the answer's "no," this installment of sponsor's Tv Dictionary/Handbook will give yon the answers. These two frequently used tv industry terms are among the words defined in this issue. But you'll do more than just increase your vocabulary by reading through the definitions in the tv dictionary. You'll get a new perspective on the many facets of the television industry today. The dictionary was compiled by Herbert True, advertising assistanl professor at Notre Dame. The names of the 37 con- sultants and contributors within the tv industry who helped him compile the dictionary have appeared previously. ON THE LOG Has been entered in the studio record or log required by FCC ON THE NOSE or ON THE BUTTON Term denoting perfection in timing and focus. 0 , continued) OFF-THE-CUFF Also called ad lib or vaudeville. Phrase used in connection with productions which are televised without script or preliminary camera preparation or rehearsal where the producer calls for camera switches and takes as action occurs. Most on-the- scene events and many small station studio shows are produced off-the-cuff. O. HENRY The tag line or climax speech of a drama tic sequence consist- ing of a surprise or twist ending. OLD COW HAND Experienced person- nel or staff member called upon to es- cort important guests, clients about the studios. 42 OLEO Any roll curtain or backdrop. OMNIES Unrecognized crowd voices. ON CAMERA Talent or object is on the air — being televised. ON THE AIR telecasting. Program in process of ON THE BEACH Not employed or not working steadily at moment. ON THE BOARD The engineer or per- sonnel on the control board or assigned to control room at that time. ON THE HEAD Show which starts ex- actly on scheduled time. ON THE LINE Meaning acceptable pic- ture is leaving here on the way to the transmitter for telecasting. ONE AND ONE Instructions to an or- chestra to play one verse and one chorus of a musical number. ONE AND TWO Instructions to or- chestra or soloists to play or sing one verse and two choruses of a number. ONE SHOT i 1 1 Picture of a single sub- ject, person or object filling picture screen. < 2 » A script complete in one installment. < 3 > A single show not part of a regularly telecast series, as The March of Dimes. Red Cross. National Safety Week shows. OPAQUE A complete slide as distin- guished from a transparency. 'See Slides.* OPEN COLD To open a show without (a) theme: >b> musical introduction; i c ' rehearsal. SPONSOR . OPEN END A tv kine, film or show ! that leaves the commercial spots blank to be filled in at the point of broadcast or telecasting. OPEN LEFT or RIGHT Command to place subject to extreme left or right of planned picture or camera pickup. OPTICAL A trick effect done mechani- cally, permitting the combining of two or more pictures or film frames in one, creating wipes, montages, dissolves, some fades and other effects. (See Spe- cial Effects.) OPTICAL EFFECTS Changes of the photographic image as filmed in the normal motion picture camera, pro- duced in an optical printer. OPTICAL PRINTER (1) Device for en- abling images from one film to be pho- tographed onto another film by means of a lens. (2) Used in making reduc- tion prints and for special effects and trick work. OPTICAL LENS Lens focusing image of scene to be televised on the light-sensi- tive plate of camera tube. OPTICAL VIEW FINDER Device on tv camera used by cameraman to accu- rately frame and focus scene or object to be televised. Now obsolete. A finder is supplied with a Zoomar Lens. ORIGINALS Dramatic scripts written for television as opposed to adapta- tions, which were written for another medium. ORIGINATE (1) To issue a show from a particular location. (2) To have been the first to conceive and record a basic tv idea, plan or technique. ORTHICON Very light sensitive RCA camera tube used in all cameras ex- cept film cameras which use the icono- scope. O.S. Script direction meaning off stage. OSCILLOSCOPE Electronic tube for viewing the picture output of a camera chain. Usually used to evaluate and control shading operators. OUT A script term to show the end of sound or music. OUT IN THE ALLEY Obstructed or out of the range of the camera or mike. OUT OF FRAME A motion picture pro- jection term to denote a fault when the film is not properly threaded over the sprockets which results in half a picture or two adjoining frames both on the screen at the same time. OUT SYNC (1) When the tv image on a receiver screen is seen to roll verti- cally or horizontally. It is usually the result of the receiver circuits being out of synchronization with the trans- mitted signal. (2) When sound and action are not reproducing correctly or in synchronization. (3) Performer's lip movements are not synchronized with the sound. OUTLINE Also synopsis or scenario. The first briefly written account of a show or film in general terms. The writer need not be a tv expert. OUT TAKES Shots which are discard- ed as unusable. OVERBOARD (1) Too much of any- thing. (2) Tv show which exceeds its allotted time. (3) An excessive or over- acted characterization. (4) Overcut, over-portrayed, or, in music, over-in- tensified. OVER FRAME Term to indicate that a speaker's voice or sound is heard, but the source of the sound is not seen in the frame of the picture. OVERLAP Also known as dissolve or optical. Shot in which view from one camera is combined with another. OVER MUSIC Voices or sounds heard over a music background. P. A. Public Address. Loudspeaker wire system used in tv studios, usually for directions to people who are not wearing cans. PACE Rate of over-all show, music, skits or delivery of lines. A variation of pace is used to express a variation of thought. PACKAGE A special show or series of shows bought by an advertiser (usual- ly for a lump sum), which includes all components ready to telecast. PAD To add action, sound, any mate- rial to fill the required on-the-air time. PAN or PANNING Gradual swinging of camera to right or left across a scene to see segments of the scene as camera moves. PANEL Master tv or radio control board. Usually in master control room. PAPIER-MACHE Substance made by combining paper, glue and water and usually cooked. From it are molded, usually over a wooden or wire-netting base, three-dimensional, irregular Divtuniurtf llumllnn>k will be reprinted in froofc form Alter the complete Tv Dictionary/ Handbook has appeared in installments in regular issues oj sponsor it will be reprinted in book form. The book is designed for your convenience as a reference; cost is $2 each. You may reserve your copy now by writing to Sponsor Services Inc., 40 East 49 St., New York 17. shapes such as statues, friezes, rocks, plaster decorations or wood carving effects used in tv sets. PARABOLA or DISH PAN (1) Special direction microphone mounting, usual- ly circular in shape, to pick up crowd noise, band music. (2) Circular object used in picking up or throwing out tv microwave. PARALLEL Base of a platform which is hinged so that it folds together for easier striking and storage when the flat top of the platform is removed. PARALLEL DEVELOPMENT Device of narrative construction in which the development of two pieces of action is represented simultaneously by show- ing alternately first a fragment of one, then a fragment of the other. PARTICIPATION PROGRAM (1) A sin- gle tv show sponsored by more than one advertiser. (2) A program in which the audience takes part. PARTICIPATING SPONSORSHIP In ra- dio and tv an arrangement whereby two or more advertisers join in spon- soring the same program. PATCH IN To tie together electrically camera chain, mikes to form circuit. PAY OFF or PAY OFFS (1) Solution to plot of a drama. (2) Tag line of com- edy gag. (3) Final music selection to conclude scene or act. PEAKS High points in the technical variation of visual or audio portion of tv show which may or may not be ad- justed in the control room before transmission. PEDAL PUSHER The organist who plays background or incidental music. ^tSW**^ "*^~, (Dictionary continues page 112) 43 Auto radio repairman sells 'em at the piiinl -of -use Detroit auto accessory store uses d.j. participations twice a day to tell motorist* about "five-minute stop" repair service Point-of-use setting means getting your message to a consumer while he's using your product. A new MBS study, the Ward Daily Living Habits Survey, helps advertisers apply this principle l>\ pinpointing the amlience at various times of the day {see 4 October 1954 SPONSOR, page 44). The story below tells how a local radio advertiser — an aula accessory shop — puts the point- of-use concept into practice. \\' hat's tin' best time to sell an auto radio repair job to a car owner? It'? while lie's in his car, listening to the radio — and most aware of its fault \ performance. That's the theor) behind the highly effective radio advertising used by a Detroit auto accessory and sporting ids -tore. Auto Radio Wholesale. The firm bins auto radio to sell car radios and its car radio repair services. Auto Radio Wholesale has been hit- ting consumers with its auto radio mes- sages while they're listening in their ■ .ii- since Februarj L953. It allocates about 7.V , of its total advertising budget to reach men driving to and from work. The radio budget goes for five morning and five afternoon par- ticipations weekl) in two < KI.W disk jockej -t\ pe -bow-. Waltei McClelland, owner of Auto Radio Wholesale, believes the timing case history 44 of his radio messages doubles their punch. "I never realized that radio could produce so many prospective buyers," he says. "It's a mistake on my part that I didn't get into radio advertising years ago." McClelland's enthusiasm about ra- dio is borne out by his sales volume figures. Before starting his CKLW^ schedule, the 22-year-old firm's record sales volume was $366,000. Now, it's grossing a healthy $500,000-plus each year — a 39% increase. Incidentally, Auto Radio Who has no agency or advertising director. The firm's radio programing schedule and commercials are the joint effort of McClelland and the CKLW staff. Although McClelland carries a complete line of sporting goods rang- ing from fishing rods to guns, the backbone of his business is the sale of auto radios and his auto radio repair service. McClelland had long felt drivers procrastinated when it came to (Please turn to page 74) Auto Radio Wholesale's owner, Walter McClelland (center), got 39/o sales increat* with D.J.'s Eddie Chase (left), Toby David. Both are veterans in Detroit, have listener loyalty SPONSOR and now... NBC takes you to NEW YORK and WASHINGTON, D. C N B'C radio and television a service of \ WRCA-TV This is Ben Grauer reporting from New York as of October 18, the FCC has authorized \JLWWlW EJ ^^ ^^ ^^ f\ to change its call-letters to m a a f^ ^^ Jk. fm*' #^^ ^% °"d WN BT c/mnneZ 4 to change its call-letters to \ fk W ^J ^^ Jl ^P"% # Only the call-letters are changed. In New York, radio advertising still sells best on 660. . . television advertising still sells best on Channel 4. and note to Los AngeU WRCA 660 • WRCA-TV CHANNEL A • REPRESENTED BY Q I SIM » I S W '■• KRCA channel 4 is Jack Latham reporting from Los Angeles . . . //ft Hour ■■■■ 'v.-v as of October 18, the FCC has authorized wjr il g ■—» ■ ■ jm r\ iM O n channel *¥ to change its call-letters to m^ m^m f^ JL 7 7 J* l%r%0/\ channel *¥ Only the call-letters are changed. In Los Angeles, television advertising still sells best on Channel 4. and now to Washington, D. C. KRCA CHANNEL 4 • REPRESENTED ByI>BC|sIM)T SVLKS r This is Richard Harkness reporting from the Nation's Capital . . . as of October 18, the FCC has authorized \ A # |V| d\A# 7 7 /\ to change its call-letters to m m m ^j ^^^ ■«■ % # 7 7 VI On/y f/ie call-letters are changed. In Washington, D. ( advertising still sells best on Channel 4 . . . radio adverting still sells best on WRC-TV's sister station, WRC980. WRC-TV CHANNEL. 4 • WRC 980 WRCA, WRCA-TV, KRCA, WRC-TV a service of REPRESENTED BY 3 1 ISPOT S\l' \<»ir developments on SPONSOR stories So**: Canadian Radio & Tv IssiM': 23 August L954, i»;ik«' 75 Slll>j('i*l: What is happening to radio in Canada "Wherever you go, there's radio" — in Canada too. Or, to put it the wa\ Canadian station representatives put it, "especially in ■ Canada." To point iiii the place of radio in Canada's advertising world today, All-Canada Radio Facilities Ltd. has prepared a book called I The Listening Millions. The hook begins by noting that "not so long ago, a radio in the home was considered almost a luxury." On the next page, it says that "Now. wherever you go there's radio — kitchen, car, bedroom, I cottage, train, living room, workshop, office." The next subject — programing. "Not so long ago," says the ', book, "radio stations and advertisers were not aware of the impor- tance of catering to the likes and dislikes of the listeners. Now— >ss Canada radio stations are identified with and have become an integral part of the communities they serve." The book notes that "in 1953, Canadians spent over $52 million for over 600,000 radios." "Not so long ago, broadcasters knew very little about merchandis- ing the products advertised over their facilities," is another point made in the book. "Now, radio stations promote and merchandise advertised products in many ways. . . ." Next comes the All-Canada commercial. It says that "Not so long ago. the radio station representative was more concerned with his sales effort and overlooked the importance of supplying market data and station information to client and agency. Now," says All-Canada, "the radio station representative recognizes the grow- ing need and importance of providing clients and agencies with up to the minute station and market data." The last part of the book consists mostly of facts and charts (com- bined with illustrations) about the Canadian market. Winding up, the book says that "Radio is an established selling medium, radio set sales are steadily increasing, radio listening is enjoyed by the masses anywhere and everywhere at all times. Radio is the lowest- cost mass circulation medium." • • • S«»0: Negro Radio Section Issue: 20 September 1954, page 47 SllltjCCt: Status report on Negro radio One of the largest groups of Negro radio stations sold as a net- work is being offered by Keystone Broadcasting System. The network has 769 affiliated stations, of which 226 are offering Negro programing. More than 1.128 station hours per week of Negro programing is offered bv the stations, according to Keystone, or an average of five hours per week for each of the stations. KES says that 74.19? OI the stations are located in areas with Id' i or more Negro population. More than half — 56.2 'v — are lo- cated in counties with 20' ,'< and more Negro population, and 36% of the outlets are in counties with 30' < Negroes. Almost one-fifth. ;ays Ke\ stone, are located in counties with 409? or mora Negroes. Even those stations with less than 10' r Negro popul t'o/i are im- portant Negro outlets because thev are in densely populated area's • • • nothing's too good for that wonderful, wonderful greater WHEELING audience! Yes Sir, the best is none too good for the WTRF-TV audience. That's why 26 new programs made their PREMIERES and 40 old favorites have returned to WTRF-TV. Adver- tisers realize a whale of a selling job is being done on Wheeling's BIG station— backed up by hard hitting promotion and merchandising. Al- though we are practically SR0 at night some choice day times are still available. Call Hollingbery or Wheeling 1177 for full details. &* Latest Wheeliiig-Steubeimi5le Pulse result now available! Call Hollingbery for detaiSs WTRF-TV WHEELING, W. VA. Channel 7 • 316,000 Watts NBC Primary -ABC Supplementary Represented by Hollingbery Robt. Ferguson • VP & Gen. Mgr Phone WHeeling 1177 i i i 13 OCTOBER 1954 49 FCC making speedy grants as tv backlog thins out // ant to build a neu tt station? issuming there's not a mutually-exclusive applica- tion already on file at I < ( you may be able to get a construction permit from the Commission within a fort- night aftei filing youi application. is the listing belou militates, the numbei oj grants for neu sint ions which has run as high as 10 or L5 •/ week hns reached n leveling off. /hats because the flou of applications for stations has been reduced t< trickle. Some weeks go In when FCC doesn't reew one application. As a result the Commission has ■uir, up tlic backlog of applications, except for tho for hearing. inother fact pointed up by the listing is that m | the stations going on the air today are in seconda markets: Cape Girardeau, Florence. Tyler. This because all ma /or markets now hai e at least one si | in operation \man\ nou have tuo or more on thtk It is estimated that neat I \ ever) market oj 7.">.0(l more is within range oj at least one tv signal. I. Ycic stations oh air* OITY a. blAIt CAPE GIRARDEAU, Mo. FLORENCE, S. C. TYLER, Tex. CALL CHANNEL ON AIR ERP (kw>- Antenna NET ilNb LETTERS NO OATF Visual (It)-" a ( FILIATION ON All- KFVS-TV 12 WBTW KLTV SETS IN MARKET' '000 1 PERMITEE i MANAGER 10 Oct. 3 Oct. 14 Oct. 85 990 CBS 316 790 CBS 0 NFA 0 NFA 100 520 ABC 1 28 uhf Hirvrh Broadcasting Co. Ostar C. Hlrsch. pres. Robert O. Hirsen. gen. mgr. ft. chief »ng Jack Ramey. commercial mgr. Ji flerson Standard Broad- casting Co. Joseph M Bryan, pret Charles H Outchfleld exec. v.p. o. gen mgr John Brock, commercial mgr. J. William Qumn mng dlr. Mclvin Purvis, manager Robert L Ritrson. pom dir. and film buyer Emil A. Sella/s. chiel eng. Lucille Ross Lansing. permittee and pres. Marshall H. Pengra. gen. mgr. Robert Norrls. pgm. dir. and film buyer Hudson Collins, chief eng If. ><'ir construction permits CITY 4 STATE BINGHAMPTON, N. Y. FORT WAYNE, Ind. PETERSBURG, Vo. CALL CHANNEL LETTERS NO. DATE OF GRANT WINR-TV 40 WANE-TV 69 ON-AIR TARGET ERP treas. Earl H. Schmidt, sec. Petersburg Television Corp. Thomas G. Tinsley Jr.. pres. Irvin G. Abtlofl. v.p. H Carter Myers Jr.. v.p. Al.xarder Hamilton Jr.. s 0 I '.">l Markets i 01 ered tor, DUA OtUItt Post-freeze c.p.'s granted i< eluding 32 educational grants; ►) Grta tet s on air Tv homes in V. S. (] 1 - •54) 31,036,09$ 1 .>'. homes uith tv sets (1 •54) «.>""i! •Both new c.p.'i and stations (i •• thou »l> 8 O 3tatloni are !>e on the til pmvor. Aural Is one-half the visual knlenni lielKlU lb terrain (not ♦Information on the l •pi ali'l mil-' mate. IDaU from NBC B i Planning. Pcnentagcs homes In tv coverage arean arc i ■ -ntatlve of a .T i.tn irfaleh Is granted a e.p also represent* llu S'n.e at press* presort SI'ONSOl Us** ' itloni In this rulumn iwhcn a radio station has been given t M \ N .nailahlo at . sets In marl ho have since surrendered their r p '» or «■» ^ l'i' ' KTVU HALF A MILLION WATTS FROM HALF A MILE IN THE SKY Channel 36 gives grade A coverage of SACRAMENTO STOCKTON and MODESTO, CALIFORNIA A market area of over a million people with over 112,000 UHF television homes 525,000 watts of ON THE AIR power affiliated with NBC-TV with the best of live network KTVU 36 NBC-TV Represented hi; GEORGE P. HOLLINGBERY COMPANY THE NATION'S MOST POWERFUL TELEVISION STATION 18 OCTOBER 1954 51 The Color-TV Film Camera that outmodes all other approach •TK-26A 3-Vidicon Film Camera NEW SIMPLIFIED DESIGN The RCA TK-26A uses 3 small, inexpensive Vidicon cameras to handle red, green, and blue in- dividually (sec diagram)— and a fixed lens-and-dichroic mirror sys- tem—for handling color separa- tion. Electronic control assures precise registration of the three cameras for day-in, day-out opera- tion. Here is the color film system that not only handles 16- and 35-mm motion picture film — but flidti as well! *TP-12 Multiplexer UNMATCHED PICTURE QUALITY Resolution and stability are un- matched by any other approach. Gamma is ideal — needs virtually no correction. Color fidelity equals the high-quality standards set by RCA's studio color camera. Exceptional stability and precise picture registration are character- istics that assure simplicity and ease of operation and a minimum of maintenance. Ample reserve of light assures best possible pic- tures from the densest of films. *TP-6BC 16mm Professional Film Projector NEW. EASY MULTIPLEXING As simple and straightforward as any monochrome arrangement, the TK-26A includes all facilities needed for color film program- ming — slides, film, and multi- plexer. You can interchange slides, and 16- and 35-mm film — just like you do with black and white. EMPLOYS STANDARD TYPE PROJECTORS RCA's TK-26A Film Camel >) tern works with standard »'p television projectors such itrt RCA TP-6BC. You get a>l light to handle dense filnm* at the same time you avoid •» plicated projector equipma"1 volving moving optical |!* RCA's equipment operate* W "station tested" reliability. jp view of the - RCA's remark- Color Film Cam- t of the 3-V is the onary new, in- • Vidicon Camera A-6326! WM RCATK-26A S" NOW, "STUDIO REALISM" IN COLOR -WITH 16MM, 35MM COLOR FILM AND SLIDES The search for high quality in a Color-TV film and slide camera is ended ! After several years of intensive work with almost every conceivable approach to color film and slide reproduction, RCA Broadcast Design Engineers have now produced a superior film camera system matched by no other. This is the color film system that has outperformed . . . flying-spot scanners . . . fast pull-down systems . . . continuous motion arrangements ... in actual side-by-side tests at the RCA Engi- neering Laboratories. This is the color film system that RCA has now adopted over its own previous "flying-spot scanner.' For complete technical information on the TK-26A — the remarkable RCA 3-Vidicon color film camera that outmodes all other approaches— call your RCA Broadcast Sales Repre- sentative. In Canada, write RCA Victor Ltd., Montreal. Important for Station Men— new brochure on RCA's 3-Vidicon Camera Chain. Free, from your RCA Broadcast Sales Representative. [imillllllllfflllllllllllllllllllllllinillllimilllilliii: ', '..n :;i :;i;!!llllliniinillllllllllllllllll niiiiiimiii Tv film shows recently made available for syndication Programs issued since June 7954. Next chart will appear IS November Show name Syndidtor Producer Length ADVENTURE Adventure Album Jungle Macabre Radio 4 Tv Packages Inc. Mandrake the Magician ABC TV Passport to Danger ABC TV Toby Anguish Radio & Tv Packages Inc. Atlantic Prod. Hal Roach Jr. Adventures of Danny Dee Boy's Railroad Club Let's Draw Playtime with Jerry Bartell World of Wolo CHILDREN'S Danny Lee Association Films Inc. Geo. Bagnall Sterling Geo. Bagnall Association Films Inc. Frank Webb Jerry Bartell New Albion Films IS min. 15 mln. 30 mln. 30 mln. 15 min. 15 mln. No. in series 26 52« 26: 26: B 13 Florlan ZaBach Mm" Frankle Laine Showt Horace Heldt Showi The Guy Lombards MCA Show This Is Your Music-' Guild Films Guild Films 30 mln. Guild Flint Guild Films 30 min. Consolidated Tv Geo. Bagnall 30 mln. MCA 30 min. Jan Prod. Barrett 30 mln. NEWS Show name Syndicator Producer Length No. in sari INTERVIEW Spotllte of Holly- wood Geo. Bagnall Hollywood Spot- lite Newsltlm 11 mm. 13 MUSIC 3* 3» ■ Meet Corliss Ziv Archer* Meet the O'Briens Official The Little Rascals Interstate COMEDY Zlv Roland Reed Hal Roach 20 min. 10 mln. 39 100 Adventures In the News Answers for Americans Sterling PANEL Facts Forum Hardy Burt 15 mln. 30 mln. DOCUMENTARY SPORTS Impact Tenth of a Nation Essex Film* Where Were You? UTP Natl. Telefilms Herbert Breg- 60 min. stein American News- 15 mln. reel Blng Crosby DRAMA. MYSTERY 30 min. All Star Theatre Screen G >ms Screen Gems 30 min. Celebrity Theatre Screen Gems Screen Gems 30 mln. Conrad Nagel Theatre Guild Fi mt Andre Luotto Prod. 30 mln. His Honor, Homer Bell NBC Film rv Galahad Prod. 30 mln Hollywood to Broadway Atlas Tv Demby Prod. 30 mln. Man Behind the Badge MCA Proektor 30 min. Mayor of the Town* UTP Gross- Krasne 30 min. Talcs of Tomorrow TeeVee G. Foley 30 min. The Eddie Cantor Theatre Ziv Zlv 30 min. The Star and the Storyi Official 4-Star Prod. 30 mln. The Whistler* CBS TV Film Leslie Parsons 30 mln. 26 21; a 78 78 26 39 13 39 29 26 39 39 39 All-American Game of Week Sportsvlslon Sportsvlslon 30 mln. College Grid Classics Vitapix Ray Gordon 15 mln. Greatest Fights of the Century Mannle Baum Enterprises Allan Black 15 min. Pro Grid Classics Vitaplx Ray Gordon 15 mln. Sports Mirror Geo. Bagnall Wlckham Film 15 min. Telesporta Digest MCA Tel Ra 30 mln. The Big Fight-'- The Big Fights The Big Fights 60 min. This Week in Sports INS Hearst- Metrotone 15 min. Touchdown MCA Tel Ra 30 mln. World's Greatest The Big Fights The Big Fights 15 min. Fighters it) Action' VARIETY Date with a Start Consolidated Tv Geo. Bagnall Movie Museum Sterling Olograph 15 min. 15 min. Net Mt 13 52» 13 13 31 52 52 13 52 26 26 Popular Science Thlt it Charles Laughton EDUCATIONAL Interstate TeeVee Jerry Fairbanks 15 mln. Gregory-Harrlt 15 min. 77 26 WOMEN'S The Sewing Room' Zahler Films ■ BJMlnfOld In California. N Y C . N>« Haven and ninghamton. Other markets available for sale to local sponsors. »SoId to Pacific Telephone In California Wathtnflon and On 0 market! available to local sponsors. 'Available In color. 'Available 1 Beptamber. ^Formerly known at Greatest Fights Inc. '39 In Mark A white; 13 In color rjteadj 11 Oct. 1951. ^Another 51 In production. SPONSOR Invites all i> i lend Information on new films. 54 i St'e film notes, page 56 I SPONSOR y FIRST CHOICE with Sponsor and Station . • • With more and more money invested in film, advertisers are demanding better and better projection — insisting upon maximum quality at the tube — quickest possible reaction to selling messages. As a result, they favor stations using the Eastman 16mm. Projector, Model 250. Six reasons why the EASTMAN I6MM. TELEVISION PROJECTOR, Model 250, rates A- 1 with everyone . . . 1 . Variable Transformer permits raising or lowering level of illumination to accommodate material used. Tungsten light source — protected by standby lamp. 2. Increased Signal Strength: Optical system allows use of high red and infrared absorbing filter. Assures clearer pictures, greater signal strength. 3. Still-Frame Projection: With unwanted radiation removed, and separate drive for shutter, single frame of film can be left indefinitely in gate. 4. Refined Sound System with low flutter and distortion gives optimum results for either emulsion position. 5. Projection Optics: An f/1.5 optical system corrected for the 12:1 magnification required by television provides truly high resolution. 6. Lower Maintenance. Heavy-duty mechanism designed for long life, trouble-free operation, minimizes repairs. Model 250 is available for prompt delivery. For further information address: Motion Picture Film Department Eastman Kodak Company Rochester 4, N. Y. East Coast Division 342 Madison Avenue New York 1 7, N. Y. West Coast Division 6706 Santa Monica Blvd. Hollywood 38, California Midwest Division I 37 North Wabash Avenue Chicago 2, Illinois i>ai= M I : i >,;! I, Estimate your total cost per print for the round trip — to sta- tion and return. If you know your total cost, enter here: $ If not, here's a check list of steps performed by Bonded to help you estimate your total cost. Enter what you think your cost is for each service, skipping those you do not now receive. Attaching leaders $ Mounting on reels Inserting commercials Cost of container, reels Shipping Print Control Record Confirmation of waybills Immediate check in on return Examination and repair Cleaning Removal of commercials Report of print condition Storage TOTAL $ lt-T\ movies are shown from 7:30-9:00 p.m. and 10:00-11:30 p.m. seven nights a week. In addition, there are two matinee perforata) 1:30-6:00 p.m. Saturdays and Sun- da) s. \\ OR-1 \ sells minute participations in the movies and has instituted what ii calls a "Grand Plan" for the sale o\ 20-second announcements adjacent to the movie. \n advertise] gets eight such quickie announcements spread throughout the week for 11,000. * * * First :il> tv film series: The firs television film series ever to be sho in 3D is expected to go into syndica lion earlv next month, according t< the producer, Broadway Angels, Inc. I he set ies, trifiel Auditions, consists of scenes from various plays to he Bhown en Broadwa) during the cur- rent season. Then- will be 39 half- hour films in the series. Syndicator is Elliot rlymans. Televiewer- watching the films with special 3D glasses will get a 3D on the screen; without the glas viewers will see a standard 21) picture. I he 2D-3D < ompatible pro< ess was de- veloped b) L. P. Dudlev. formerlv in charge of Stereoscopic photograph) for the British \dmiralt\ Research Laboratories. He's supervising the filming of the series. Special 3D tv glasses are to go on sale in drugstores throughout the country for ahout • * * Color shooting guide: Should vou u-c long shots in shooting color film? Can vim gel good black-and-white prints from olor uegarh es? These arc -nine of the questions an- swered in CBS TV's new "Color tele- vision film shooting practices" booklet to guide the network's clients and their H-. The booklet discusses the fine points hi color film staging, lighting, camera- work, film and sound track-. Here are five of the tips it gives <>n color film production: 1. Costumes and backgrounds should contrast with flesh tones. I nless a per- former's skin contrasts in hue and brightness with hi- clothes and the set background he wont -land out from the re-t of the picture. 2. Ivoid long shots, busy back- grounds, small detail. Scenes us long shots and cluttered detail are apt in give a blurrj effect on color re- . eivers. .">. Keep lighting uniform in the playing area. Small variations in light- ing often become exaggerated in color reproduction. 1. High-key lighting is best. Low- kev Lighting is less predictable and tend- ti> Liivc nniddv reproduction in i olor. .">. Closeups should he heightened. Shots should be kept tighter than in monochrome film work to obtain eijui- v alent fine detail. * * * 56 SPONSOR WK&C-TV programming CBS programming dominates the Cincinnati area day and night over WKRC-TV. Radio Cincinnati, Owners and Operators of WKRC-Radio, Cincinnati, Ohio WKRC-TV, Cincinnati, Ohio \\ T\ X -'Television, Columbus, Ohio WTVN- Radio, Columbus, Ohio WKRC-TV channel 12 C I N C I N N AT I, 0 H I 0 CBS TELEVISION NETWORK 18 OCTOBER 1954 Ken Church National Sales Manager REPRESENTED BY THE KATZ AGENCY 57 SAVINGS BANK SPONSOR: California Savin AGENCY: Knollin i \i-~i I I l \-i HISTORY California Savings appoint- ed Knollin {advertising Us agency on I September 1952 when the bank's total resources were a little ovei $9 million. \t>ii the resources are around $13 million and, according to James C. Knollin oj the agency, "the larg- i it gains have taken place since we started on KE //>' Results continue excellent. < lienl reports that 'the money continues i<> I'our in' and also that they have had a num- .■i loan application from KE tR listeners." Cost oj M) minutes daily is $42 for time. kl \U San Franci PROGRAM: Candlelight & Wine results MEDICINE SPONSOR: The I exino Co. AGENCY: Direct I \l--l I I I \M: HISTORY : This sponsor sells direct to drug stores but uses radio advertising to stimulate con- sumer sales. Lexino lias been running participations on the daily Polish-American Hour (9:00-10:00 a.m.). plus an announcement schedule at various times. After re- newing the full schedule recently, the sponsor wrote II S< R; "Congratulations on a mightily well-run radio station and a proved receptive group of listeners'' Class If announcements and participations, at the 260-time rate, $6.10 each over WSCR. WSCR, Scranton PROGRAM: Polish-American Hour, Anncts. HOUSES SPONSOR Mm. Inn-.. n Realtj I ... M.I \< 'i : Direcl < ^PSl LI CAS1 HISTORY U its first venture in radio advertising, this sponsor bought a two-hout remote pro- gram broadcast from its Sunny teres and Mar-Lee Man- or developments, liter the first show, three houses were sold [time cos/ nns $182). /'leased with the results, the linn signed for L3 more remote slums, one weekly, am/ five announcements daily for 13 weeks [26-time rate for one-minute announcements is $9.35). // the end of the second week, sh homes ii ere solil • after the tliird. nine acre s,dil until the turn reached a peak of 29 sold in one Week. Sponsor mile,/ results " lahll lolls." kll Y Denver PRoi.R Wl : Two-hour remotes, Announcements INSURANCE 5PONSOR: A. II. I oi M.kNi.Y:^ ( \IM||. , VS1 HISTORY: When the CJI I saim, suggested tluit Cox buy one announcement ni± the stations after-midnight Xiteshift program, i, ,„ surance agent agreed to a trial run- hut didn't ,a, rrutcli faith in either the time or the program's .. sell insurance. "The trial run is now over," Co urate tlie station, 'and I can safely say thai has been responsibe for more insurance sales thai u oilier advertising promotion . . . we are ren, one year.' Daily cost of the campaign is 82.50. CJ\I. Victoria PROGRAM: Nil SOAP FLAKES SPONSOR: Knolar "Nola" Flak.- AGEN< 1 : McKe. A \ - \p-i II < VSE HISTORY: After developing a larger-size package of soap flakes, the spoils,, ■ i|i to get the neu packages on grocers' shelves, to get housewives to take the packages of! th< Two participations weekly were bought on K' Kapers at a weekly cost of S120. After \'.\ ueek president of Knolar said. "T/ie Xola advertising on If has done the best job of any single advertising increase Nola sales. It provided the extra distril and extra push which was necessary to start our • ■) curve rising in this competitive market. WIP, Philadelphia PROGRAM: Kitohei DIAPER SERVICE SPONSOR: Dy-Dee Service M.l.\< ^ < \|->l II i W HISTORY: U p to a year ago, Ed Pri manager of Dy-Dee, spent up to 14'. of the firm's M revenue for advertising: it went into direct mail and . red contact with about 70$ of the prospective moth, in the area. Since using radio advertising, hou ■ company has increased sales by one-third, yet approp ales only ,' , of its sales total to radio at! Price uses participations {260-time rate. S8 1 . "JT< lieve that in radio we have found the most efficie method of selling." he says enthusiastically. KPHO, Phot-nix PROGRAM: Make Mi : COOKBOOKS SPONSOR: ( ookl k Sales \GEM ,i < U'MIl i \H HISTORY: The sponsor, publish. tin1 Encyclopedia of Cooking, offered a new eookboo, every neck for 20 weeks on II II 1 \l . The cookbook. were mailable in jour grocery chains in the II H M listening area. II on ever, the radio announcements the only advertising used by the publisher. At the ena of the campaign, the sponsor wrote to the station and re- ported that more than 127.1 »< HI cookbooks and binders Were sold as a result of the II II I M advertising. Sale.' lopped any previous campaign, the sponsor said. Class "Ii' announcements (520-tune rate i are $52 each. \\ II \M. Rochester PROGR \M: \nnoiinc-mciil> Sing a song of silos., a pocketfull of sales! A few months ago the Marietta Concrete Corporation of Marietta, Ohio — world's largest builder of pre-cast concrete- stave silos — opened a branch plant in Nashville to serve the burgeoning Southern farm market. To get the Marietta message across to the farmers of the Central South, Marietta's agency in Nashville — Noble-Dury and Associates, Inc. — bought an early morning 15-minute time segment three days a week, dubbed it the Marietta Farm Journal, and featured market and weather reports, country music, and facts about Marietta silos presented by John Mc- Donald, WSM's Farm Director. Within a few weeks, eight separate crews of silo builders were hard at work in the area. Seven silo sales resulted directly and immediately from one week's inquiries drawn by the program. "This one week's sales would have made our entire investment in WSM programming worthwhile," says Marietta's advertising manager Jack Anthony. To which Marietta's president, F. L. Christy adds: "We consider this advertising on WSM the most successful radio advertising in our experience." (Marietta has been going strong since 1916.) So to successful sales of siding, sideboards, silks, silver, and scores of other items including kitchen sinks, we proudly add silos. Whatever the product, WSM offers proof of selling power. For further details contact WSM's Tom Harrison or any Petry Man. WSM Nashville Clear Channel • 50,000 Watts 18 OCTOBER 1954 59 THE FIRST TOP RATI AVAILABLE FOR LOCAL 0 ON FILM EXTRA POWER IN YOUR SALES PROGRAM! Co - ordinated promotion with local offices of the public agencies featured in this series can give your product the broadest kind of tie-in with the "Man Behind The Badge" in your community! Contact your MCA-TV office TODAY! NEW YORK: 598 Madison Avenue BEVERLY HILLS: 9370 Santa Monica Blvd. ATLANTA: 515 Glenn Building BOSTON: 45 Newbury Street CHICAGO: 430 North Michigan Avenue CLEVELAND: 1172 Union Commerce Bldg. CINCINNATI: 3790 Gardner Avenue DALLAS: 2102 North Akard Street DETROIT: 837 Book Tower SAN FRANCISCO: 105 Montgomery Street SEATTLE: 715 10th North ROANOKE: 3110 Yardley Dr., NW NEW ORLEANS: 42 Allard Blvd. SALT LAKE CITY: 727 McClellan Street CANADA: 1 1 1 Richmond Street, Toronto, Ontario UWORK TV SHOW IGIONAL SPONSORSHIP i NEW HALF HOUR DRAMAS, MADE EXPRESSLY FOR TV I7EEK, THRILLING, TRUE-LIFE MELODRAMAS DONE IN DOCUMENTARY STYLE. All the facts taken from files of police, fire, and treasury departments, t service, sheriffs' offices and many other agencies dedicated to public service throughout the country. Each episode a new drama that appeals to every member of the family! Produced by BERNARD J. PROCKTER, the man behind "T-Men in Action," "Big Story," "Playhouse 15," IQy and many other top TV shows! MB a forum on question* of current interest to air acfrerfi*er* und their agencies is It poor ttisti>' to make a singing commercial oni of ci well-known public domain rune THE PICKED PANEL ANSWERS NEED GOOD MUSIC, NOT JINGLES By George R. Nehon Setton Ideas, Schenectady Most "jingles" are in poor taste. \n\ -ales ma- lt rial that is worn and tired and hackneyed — rau- cous and repeti- tious an) t\pe of sales approach that irritates and alienates rather than interests and en- tertain- — is most definitely in poor taste. \\ lift her a musical announce- ment is in poor taste or good taste is not determined hy whether the basic melody lies in the public domain or is covered by Washington cop\ right on original material. Most "jingles" don't belong on the air — have no right to intrude with their unimaginative tawdriness in the average American home. Good qual- it\ music definitely does belong on the in definitely is welcomed in the av- erage American home. There is no reason under the sun why songs that sell < ommercial products and services '.mi be ever) hit as good — everv hit i- entertaining ever) hit as appeal- ing a- tho-e >onj:s which hear Victor. De< < a. ( olumbia, Mercury, MGM, and othei famous labels The public resents your taking a well-known, well-loved public domain tune and making an irritating little hodgepodge of advertising cli< hes out of it. If you take that same tune and put the best qualit) talent the besl musi- cians ami the besl name singers avail- able on the spot — if you record it with meticulous care — if the lyrics and treatment are actually original and dif- ferent and in good taste — you will re- ceive welcome letters from the listen- ing public, and show correspondingl) better sales results. The public is most rightfulK fed up over its collective ears with the usual drivel heard and seen on radio and television. The public welcomes that which is fresh and new and interesting in musical sales material, whether the basic melody employed is a well-known tune or an entirelv original composi- tion. You have no right to ask listeners and viewers to accept that which is cheap, shopworn, irritating and intru- sive— regardless of whether it is based on a song well-known or a song vou've just composed. You have every right to expect that listeners and viewers will gladlv wel- come that which is pleasant and enter- taining and truly melodic ■ — and it makes little or no difference who wrote the song originallv. A QUESTION OF JUDGMENT hy Phil Davis President, Phil Davis Musical Enterprises. Mete York This question i- b) far too gen- eral to be an- swered with an unqualified yes or no. Primar- ily, one who is acquainted with the variet) of problems con- fronting the advertiser at the main different levels, and who appreciates the wide range of circumstances am objectives pertaining to the u-e of mu -!• al commercials will understand thai the definition of good or poor \a<- is relative to the individual < Actually, the use of public domain mu>ic for advertising purpo-' to be more a question of judgi than one of taste. "Yankee Doodle might he the best answer for a small local advertiser with a low bu and limited creative talent at hand, but if used on a national basis same song might prove to he extri ly poor judgment. If we limit the area of dis< to the national level where adequate budgets and top brains are available, then we sincereh question the wis of using a public domain tune. As a first consideration, the produ< • tion cost of a musical commercial, be it original or public domain, is a sub- stantial item. If an advertiser u- public domain tune, he can neither protect his investment nor build equity in a musical trademark that could and should be one of his most valuahle advertising properties. Uso, remember that the most im- portant fundamental characteristic of ever) effective musical trademark i- individuality. Carefully planned and skillfull) created music will afford a signature as individual as the brand name and even without lyrics -an es- tablish immediate product identifica- tion. It is difficult to get this clear-cut identification with a public domain tune. For no matter how frequentlv a sponsor delivers his message to the tune of "M) Old Kentuck) Home." a goodl] portion of listener- subcon- sciousl) will be thinking as much about the Kentuck\ I)erl>\ as about the 62 SPONSOR •lits of the product. Obviously the les impact is diffused. Another reason it is difficult to get ■ar-cut sponsor identification with a ,|,|i, domain tune is conflict of spon- ,rship. Let us assume a national man- acturer of mattresses decides to use 3rahms Lullaby" as his musical ademark. There is nothing he can 3 to stop a regional or local mat- ess company or any other company om using the identical tune. He has o control whatsoever over it. From a technical standpoint, there re many more reasons that favor orig- lal compositions for use on the na- ional level, but when it comes to a uestion of good judgment and taste, {Please turn to page 116) "Poor taste" The following letter appeared in the letters-to-the-editor column of The Los Angeles Times on 9 September 1954: "If there is such a thing as a business code of ethics, then I would think it should most cer- tainly apply to the field of adver- tising and most specifically to the singing commercial which uses well-known, beloved old fa- vorite tunes with modern lyrics added designed to sell a particu- lar product. "It seems a kind of sacrilege on a grand scale when 'Jingle Bells' blares forth not during the Christmas season but in midsum- mer, when 'Clementine' becomes nothing but a huckstress. when WaldteufePs beautiful waltz, 'Es- tudiantina,' becomes a signal for a thirst quencher, when any tune for that matter which has long been associated with enjoyment of the tune itself now becomes identifiable with a brand name. A better hatchet job could not be done to our culture. "There should be no quarrel with those advertisers who live up to the usual fine standards of the business world and originate their own tunes. Singing com- mercials do have their place but only when their tunes have not been lifted from the public do- main."' Peggy K. Walker. Santa Ana, Cal. NOW, more than ever... QUALITY COUNTS in the East. • • • ft d The superior QUALITY CONTROL consistently maintained by MOVIELAB on all film processing assignments has earned it the jealously-guarded reputation of being the "QUALITY LABORATORY" in the east. More producers, cameramen and technicians throughout the east put their trust into Movielab's "KNOW-HOW" and "personalized service" than any other. Get to know Movielab— for this is the standard by which all film processing is judged. SERVICES 1 FOR YOUR SCREENINGS SHOWPLACE OF THE EAST" flOUND \fm im <• im fmm*** Negative Developing Ultra Violet and Flash Patch Printing Quality Control 16 mm and 35 mm Release Printing Title Department 25 Cutting and Editing Rooms First Print Department Three Channel interlock projection 16 mm 17V2 mm & 35 mm tape 16 mm & 35 mm interlock projection for Color it's.., "X. MOVIELAB FILM LABORATORIES, INC 619 West 54th Street, New York 19. N. Y. JUdson 6-0360 18 OCTOBER 1954 63 I TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) WJHP-TV Channel 36 § § § 62,500 UHF SETS-IN-USE § § § ABC • NBC • DuMONT Television Networks § § § For rates, availabilities, and oth- er information, call Jacksonville 98-9751 or New York MU 7-5047. WJHP-TV JACKSONVILLE, FLORIDA 276,000 watts on Channel 36 Represented nationally by John II. Perrj Issociates agency profile I. on is J. Riygio V.P., Treasure- Hiiton and Riggio, New Yori During the past two decades, Lou Riggio. partner "1 the Hi and Riggio agency, has alternated between the tobacco and ad\er- tising business. On several occasion?, he combined both fundi - as vice president of Regent Cigarettes running from I'M1 I'M,: advertising and -alt-- director ol American Tobacco Co. dur- ing the subsequent three years. "Winn we opened our agencv in 1950," Riggio told SPONS "we specialized in launching new products. Today, our .< counts are so diversified, with such individual nerd-, that we can no I »a\ that we specialize in one field, although both Pete Hilton, with Snow Crop, and I, with Regents, have had particular experiein e in new products. During the pas! year, the agencj has grown l>\ some 54r< in it- over-all billings: from $3 million in 1953 to S5.5 million in 1954. Riggio anticipates that much ol the anticipated extra billing will come from radio and local t\ accounts. "A few years ago, the air media played a relatively -mall part in the advertising strategj of -mall or medium-sized account?."' R continued. "Toda\ there air l< w package goods clients who . onsider their advertising campaigns complete without either radio or t\. H&R's air billings have grown proportionately, from some 38'i in 1953 to nearl) 50^5 ol total billings in 1954, Vmong it- radio-t\ clients, the agenc\ numbers < • • a-< ola Botl of New York, National Paper Corp. of Pa., Colonial \iilin - "Generally, our pattern i- announcements plus local program- ing where it's affordable," Riggio explained. In line with this strat- egy, the Co< a-Cola Bottlers of New x ork have just added a half -hour t\ -how to their currenl radio-h announcement campaign. The show, Finders, Keepers, \\ \l!l). 7:30-8:00 p.m. Thursdays, pre- miered "ii 7 October. \t the end of the day, Riggio rushes to the Central to catch a train to ^.rdsley-on-the-Hudson. His current problem: helping his wife steei his precocious 16-year-old twin sons in their choice of coll - "I went to Yale," says he. "Ol course, I quit school to get mar- ried hut I don t set myself up as the onlj possible example.' * * * 64 SPONSOR '^P^^C^ ■^H°tE sy LLANFAIRPWELGWYNGYLLGOGERYCHWYRNDROBWELLHANDYSSILIOGOGOGOCH Just a little town in Wales — with the biggest name in the world. In Big Aggie Land the biggest name in selling is WNAX-570, featuring the biggest names in consuming. Perhaps one of the reasons for this is this: We've been serving our listeners with information and entertainment for the whole generation of radio. And Big Aggie Land is one of the richest agricultural areas in the world — Minnesota, the Dakotas, Nebraska, and Iowa. To be a big name in this market, see the Katz Agency. WNAX-570 Yankton-Sioux City CBS Represented by The Katz Agency WNAX-570, a Cowles Station, is under the same manage- ment as KVTV-Channel 9, Sioux City, the tv station reaching 37. farm-rich counties in Iowa, Nebr. and S. Dak. with 632,000 population, $746 million in '53 retail sales. 18 OCTOBER 1954 65 MBM .Yotr Reutiy for your immediate L.<> THE FIRST BOOK TO ANAL1Z COMPLETELY THE ADVANTAGES A LIMITATIONS OF ALL MAJOR MED The most eagerly awaited advertising book of the decade is frea the press, waiting for you to put it to profitable use. It's the "All-N Evaluation Study", containing the widely-acclaimed series of 26 SPO.V ) « arti e4 Here for the first time, you get side-by-side objective analyses of all i jor media — radio, TV, magazines, newspapers, outdoor, direct mail, busi: pa- Here you get tips on when to use each medium . . . yardsticks to lip you choose the best medium for your product . . . pitfalls to watch for w I making media selections . . . never-before-printed media evaluation methods! the nation's top advertisers and agem e The All-Media Study took 22 months to complete . . . involved persi interviews with 200 leading advertising experts and separate mail veys to more than 2000 advertisers and ageiu It can be worth thousands of dollars to you . . . yet it's yours in pennant t. book form to use and refer to time and time again for just 5 Advance sale has already absorbed a good portion of the first printii . So make sure of your "All-Media Evaluation Study" — send in order no NO NEED TO PAY AT THIS TIME . , , JUST MAIL THIS COUPON TODAY ►►► * i QUOTES » » jffy, President, BBDO (who wrote eword to the "All-Media Hon Study") !6-part study should serve as a ient handbook of media evaluation *ertisers, agency men and media ike." Everett, Jr., Marketing Research >r, Ford Motor Co. t to compliment you on this series t in a request for several sets after its completion." Frank Stubbs, Station Manager, KLMS "I am sure this will prove to be one of the most valuable things yet done in the business." R. F. Hursey, V. P. and Media Director, Foote, Cone & Belding "Sincerest congratulations on a lively and remarkably impartial handling of the highly competitive American media scene. 1SOR SERVICES, INC. 40 EAST 49TH ST., NEW YORK 17, N. Y. ne copies of the "All-Media Evaluation Study" at only $4.00 each. □ Bill me later. □ Payment enclosed. ny .State. THE CONTENTS Why evaluate air media Media basics How to choose media Lite's new 4-media study Beware of these media research pitfalls How 72 advertisers evaluate media How 94 agencies evaluate media How BBDO evaluates media How Emil Mogul tests media weekly for radio Why these 31 advertisers don't use air media What's wrong with the rating services How different rating services vary in the same market Can you set up the "ideal" media test How Bloch Ding tests media The psychology of media Do radio and TV move goods Conclusions by advisory board SPONSOR'S conclusions iiii MAIL IT TODAY! FOR ACTION! ACTION m translating 5TOUB for the largest Spanish speaking audience in thi luthwest. . . . ACTION in top performance and pro duction by a skilled staff of translators, directors, announcers, actors, singers and musicians. . . . A C T I O N in putting FOUB product in thousands of homes in the San Antonio area. . . . WE INVITE YOU TO ASK ABOUT OUR }\nowhow \jO-operation! and [}n-the-beam Results Many national advertisers have success- fully invaded this profitable market through KCOII'- superb facilities and service. . . . them are: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R, A. Cortez. Pres. SAN ANTONIO, TEXAS Texas' First Spanish Station Richard O'Conncll, Nat'l. .!'/». Dir. 40 East 49th St., New York 17, N. Y. PLaza 5-9740 LOS ANGELES — SAN FRANCISCO {Continued from i>uge 8) viewers who hadn't gone t<> Ed Sullivan how much the stud in which the epic had been unfolded set the network ba< and how many foot candles of light were used and hov cast was going to have a triumphant party to celebrate th show. This in addition to reams of pre-publicity about th $300,000 talent tab of the program. It"- entireh po- dia! alter the -how was over, all concerned wished the hadn't hoa>ted of the cost of the opus because even toss SI- 000 bills at the camera wouldn't have made appai where the money went or what wisdom was used in it- dis posal. Further follow-up publicity, thi- time probably with th< ageiK \ a- it- -ource, revealed that one of the live comn rial- wa- rehearsed jn-t short of a full day and cost a- much as a -mall Renoir although I'll be darned if I could see how it differed from the normal run of simple on-camera live eopv using an announcer, a few hand props, closeups and a -olo musical tag of the most unadorned variety. True, this entire tone poem was on color which -hould take a bit n time and trouble but other than this, the copy and execution of same didn't appear to be more involved than what most advertisers can do with half an hour of commercial rehearsal on any local channel. To get hack to mv opening sortie, it seems unfortunate that television people are more impressed with the money they spend than the money they save. I can remember back in the days when a half-hour live drama cost So. 000 and full animation with musical track -et one hack about halt a- much as it does todav. We boasted, in those days, how we did 16 nun. copy u-ing -till- and optical- in the camera tor 8300 and got them to come out pretty darn well. But the latest boasts I've heard concern only how many dollar- are spent The agencies are now going out ot their wav to boa-t their dollar volume in television and releasing publicity about it — something that was anathema to most of them in the "good auhl days" when anonmity was both desired and achieved and gross hilling a matter for the hoard of directors alone to discuss. But the Dollar Derh\ ha- changed all that and each ot us i- \ \ ing la- well a- King) with the other to -how that we are the number one or two or three spender in thi- great new medium. To date, however, I haven't -ecu a -ingle pica of publicity <>n how some one took a buck and made it do the work ot a dollar and fifty cent-. • • • 68 SPONSOR EDGAR T. BELL, Executive Vice President FRED L. VANCE, Sales Manager 18 OCTOBER 1954 AFFILIATED MANAGEMENT KOMA — CBS REPRESENTED BY AVERY-KNODEL, INC. 69 WREX-TV 47,000 WATTS E. R. P. WINTER SCHEDULE ASSURES YOU of the big ROCK FORD - MADISON AREA AUDIENCE * Disneyland + I Love Lucy * U. 5 Steel;. Hour ' ^Professional Football Games * Jackie Gleasou Show * \ I H Firestone *N.C.A.A. Collegiate Football * Robert Q. Lewis Show * Blue Ribbon Bouts + I '.oli ( Irosby Show * Toast (>t The Town * Perry < !omo * Arthur Godfrey * Make Room For Daddy * Meet Millie * ( . 1 1 he. me * What's M\ Line * Stnk ^*^"^^» Television ^'^B^^ R0CKF0RD - ILLINOIS NETWORK AFFILIATIONS f@J »ABC REPRESENTED BY H-R TELEVISION, INC (Continued from page 111 ward the end of the plank, and will soon he overboard witl situation-comedy and mystery-adventure -tan/a-. Yituralk ol the newl) produced series in these categories a num ol the more expertly put together -how- will survive and d< a fine job for their sponsors. Many more, however — this i- no daring prediction — will fail to deliver ratings will prove big disappointments to the buyers. The inevitable point ol saturation must be reached. There are two two t\ programing types, however, in which only the barest beginnings have been made and producers and distributors seem to be getting under waj with projects in the>e areas. Spurred b\ the phenomena] success of the l.ilerace series, Guild ha- made available new musical -eric- featuring Frankie Laine and Florian Zabach, to name jusl two. And Eddy Arnold completed the first of a 2(>-wcck half-hour musical -eric- called "Eddie I mold Time" in Chi- cago this pa-t week. It i- my guess that the well-produced musical -eric- will take it- place a- a first-ranking deliverer of ratings for adver- tisers, and that we will see more and more music -how-. There would seem to be no reason win the fine results pro- duced via live music for Chesterfield by the Como -how. for Coke by Eddie Fisher, lor Chevrolet by Dinah Shore, foi American Tobacco by Hit Parade shouldn't he duplicated for scores of other advertisers b\ other top quality musical stanzas. A second type of film programing which seems to be getting under way this season i- da\ time-gimmick fare. Offi- cial has kicked off it- own version of bingo with a show called Time for Tune-O, and Guild has latched on to a proved Pittsburgh local -how called It's Fun to Reduce, which it i> filming as a daytime -eric-. I added the word "gimmick" to the category description above with no intent to ridicule or play down. Both -how- have a giveaway ele- ment with which the sponsor may tie in. and certainly the history of radio and tv to date indicate that few gimmick- are more effective from the standpoint of moving merchan- dise than the old giveawa) — when competently done. So much for an early look at the new season's programing and apparent tv film trend-. Later in the season we'll be able to check ourselves on these comments. P. S. thanks t<> nil you gents for your nice letters about tin- new column, tlways happy to hear from you. 70 SPONSOR lilh WAVE ov don't buy the palm tree— OU BUY THE COCONUT! If you want to do a top radio job in the best part of Kentucky, you obviously don't need to buy the whole radio "tree" — trunk, roots and branches! WAVE GIVES YOU THE BEST OF KENTUCKY — AT MINIMUM COST. WAVE'S 50% BMB daytime area is almost precisely the same as the Louisville Trading Area, which racks up ^2.5% of this State's total Effective Buying Income. WAVE PROGRAMMING GUARANTEES AUDIENCE. WAVE is the only NBC station in or near Louisville. But network attractions are only part of our appeal. 62 good people on radio (44 of them working on-the-air activities rather than sales, etc.) give us better news, better sports, better local programming all along the line. WAVE alone in Louisville gives you ALL the coconut, at the right price. NBC Spot Sales has the figures. WAVE 5000 WATTS LOUISVILLE * NBC AFFILIATE NBC Spot Sales, Exclusive National Representatives y L ^\*.«J,^Q/^I^C^4^l/f«.^^'l*''^l<'4: Iluppu uhi sponsor builds patio lor Worcester station new iii station- -; onsoi n lations came i" lighl ret en'tl) w hen a sponsoi insisted on doing a favoi Foi the station. 1 lereu ith i- the storj : I .1-1 December, when W W < H! I \ W ni ester, went on the air, one ol it- first sponsors was Camosse Bros., Inc. i>l \ul>iii n. Mass. I he i ompanj . « hi< li makes i on rete and cinder blocks, bought a series "I weathercasts on the uliI outlet. "\\ <■ weren't at all sure we were spending our besl advertising dollar when we started," Gene Camosse, trea- sure! "I llif block firm, recalls. Last March Camosse told W \\ OR- l\ ill. i 'we have passed the 'grow- ing pains stage ami are getting real measurable results from our use of tel- evision. One small example of these i- a recent sale of material for one complete house." Bui (In- most dramatic proof of Ca- mosse's enthusiasm for uhf television was demonstrated a few week- ago. W W Ol'.'l \ was drawing up plans for a patio right outside the overhead dooi studio u hich woul ! doui le i ou di "i studio. \\ hen < lamosse d about the i atio, h ■ insisted <>n footing the bill for the entire enter- prise. The -la ti< hi -a> - that a conserv- ative estimate <>l cost for the construc- tion i- i lose t<> $2,500 including an outdi "i In place and additional land- scaping which Camosse prov ided. ■This i- a happj sponsoi . ' \\ \\ ( • !!- I \ obsei ves. * * * Tv program producers now "testing" new shoirs Broaduav plays frequently open in. say, Hartford for a "trial rim" before going to Gotham. \u\\ the same principle is being used on the West Coast with a televi- sion program. The Annette Kellerman show, fea- turing one of America - most famous bathing beauties, is being premiered and tested on KEYT in Santa Barbara. Backers of the program believe it will appeal to late-afternoon homemaker audiences, so it is being telecast on KEYT Friday afternoons. * * * Su* limiting poof used by Houston station tor Itcd Cross show Newest addition to a tv stations standard equipment: a swimming pool. KPRC-TV, Houston, recentl) in- stalled a 5,500-gallon pool in its out- dooi patio at a cost of vl 75 for a new Red i ross show, Be 11 aterproof. The once-a-week show features a Red Cross volunteer swimming instructor giving free swimming lessons to viewers. The portable pool is lo feet in di- ameter and three feel deep, costs about -I. for each "filling." • • • Red Cross swimming instructor with young student demonstrates water safety before tv camera Itrictlu . . . I hi- is the front cover of a t ,. color booklet being mailed out I KOM \. Oklahoma Citv. Okla. i see .. low I. What might be under the befl Why, a radio, of course. The MP\ promotion uses line drawings to ill.- trate all the places where rad apt to be found: in the workshop,! retail stores, in the factory, at t» beai h and so forth. I he booklet pout out that "no matter where vuij n . S0NEB0W PWf MVE ONE UNDER THE BE» v ou alwavs have radio: there- m substitute for the convenience of ra- WDSU-TV, New Orleans, plans to go into local color telecasting in a big wav. Robert I). Swe/ev. executive president and general manager of the station, said construction has started on new color studios directh behind WDSU-TV's present monochrome stu- dios. The new studios, to be readv in about two months, are the first in the South to be built especially for color, according to Swezey. "With a studio for color only," he said, "it will be possible for us to devote all of the time ne< es-arv for color produ< lions and enable us to schedule demonstra- tions, clinics and closed circuits with- out interfering with our regular tele- casting operations. * • • Random facts department: \ < he< k of the bobbv soxers in the studio audi- ence of crooner Men Griffin's ><>ng Snapshots on a Summer Holiday i< BS T\ i revealed that 10'. were carrying 72 SPONSOR mieras. The majority had flash at- dunents, 859c of which were using: ie sponsor's product (General Elec- i, flashbulbs). Griffin poses for pic- ires after his shows. i Newcomers to Oklahoma City now eceive on-the-air introductions to heir neighbors. W KY's afternoon pro- i am - Between I s Two, devotes several minutes to welcoming the city's new esidents. The station sends new resi- hnts a WKY "Welcome to Oklahoma it\ " folder# and a personal note, in- ilurj lliem to the slmu . Radio is bigger than ever at WNBC, \eu \ ork. The stations accounting irtment reports that for the first six months of 1954 the outlet enjoyed billings 6' J higher than the best six months of last year. And Julv sales ran 15'; ahead of July 1953. "Much of the increase in business is attributa- ble to new interest among advertisers in radio on a local level," George Stev- ens. WNBC sales manager, reported. The first Christmas party of the year was held in Chicago's Gaslight Club recently by Deane Carroll, the blonde conductor of Social Register over WSEL-FM. Shown in the picture are (1. to r.) Miss Carroll; Walter "Santa" Kellin, Gaslight Club manager; Wil- liam Halligan Jr., sales manager oi Hallicrafters Co., and Trev Marshall, assistant sales manager of Hallicraft ers. The trio is being interviewed for Miss Carroll's program. I Please turn to page 112) 13 QUESTIONS RETAILERS ASK MOST OFTEN ABOUT RADIO PSYCHOLOGY OF MEDIA: WHY ADMEN BUY WHAT THEY D WHY SPONSORS BELIEVE THE RECESSION IS OVER WEEKEND RADIO: ARE YOU MISSING A GOOD BET 6 BIG SPOT CLIENTS: HOW THEY USE TV I SAY RATINGS ARE OPINION. NOT FACT1 A DEPARTMENT STORE TESTS RADIO 12 BIG SPOT CLIENTS: HOW THEY USE TV HOW IS RADIO DOING IN TV MARKETS HOW TO SELL A CANDIDATE 1934 FILM BASICS LOCAL PROGRAM ING: WHERE IS IT HEADED .30 SI.OO 1954 TV RESULTS TV BASICS .30 RADIO BASICS television BASIC? 13 STATCWIDI COVEMGt -~\ tutmm p«mi ;«.«« mm HiimuH KticsT reu fT &&■&. adio BASICS 1954; 11; MmfCH radios. ;s mum m uis t ... , 18 OCTOBER 1954 73 CAR RADIO REPAIRS inued from page 1 1 > getting linn < .11 radios repaired be* • the) didn't want to drive in silen< e !<>r th>- few da) - normall) re- quired to li\ liir radio. I [e reasoned : W hv not offei an .■I lit li< hi i repaii Ben i< e? I he i ai du nei < ould Btop "11 .it \ut" Radio Wholesale on his ».n to work, wail five minutes while the radio i- re- moved, then Btop "If again the ver) same da) on the tva) home, wail an- other five minutes while it was re installed in the automobile. Accordingly, McClelland Bigned for participations in the Tob David Show, aired 6:00-9:00 a.m. Monda) through Saturday, and the Eddie Chase Show, broad< ast 1 :00-7 :00 p.m. Monday through I riduy. \I< < Holland decided i" rotate his announcements during the three-houi Bpan ol each broad- cast. On Monday, f < » i example, the Auto I!. nil" Wholesale minute an- nouncement might be heard at 7:30 a.m. On Tuesday, at 8:30, and bo on. In that wa\ the me->age- would i«-a< li the largest possible audience of !">tli Dlb GUN FOR BIG If you're hunting sales in the big Western Market, you're going to need the "big gun"— KOA— the single signal that GETS where Western- ers GO— on all of those 52 weekends a year when our ideal climate lures them out-of-doors! SELL THESE PROSPECTS! • The people in 1,854,200 automobiles, with radios! • The 10 to 30% more people listening to out-of-home radios on weekends! • The 25% more people-per-set listening to home radios on weekends! • The people in 302 counties in 12 states covered by the "single station network"! WESTERNERS ARE ON THE GO-W/TH RADIO WESTERNERS GO ALL THE WAY-WITH KOA BIG TOP Sundays, 7 to 9 p.m. A unique, lively (how with an exciting circus motif and four big KOA personalities to entertain and toll for youl On These Programs DOUBLE PLAY Saturday* and Sunday* 1 to 5 p.m.— beamed at the weekend | driver! There'* mutic, highway traffic report*, and eaiy-littening featuring two top KOA personalities in each hour-long segment D E n v E Covers The West Call Petry 8e< a u-<- i ... men like to relax at the wheel afti haul ila\ - work or when they've | gotten up in the morning. The i.L jocke) show with music, new-, u/ea er and so on has proven tops i ularitj with male listeners, "\\ e concentrate onlv on n • .ause it's always the man wh< care of things like l>u\ing a m-w .r radio, or getting an old one fixed." In line w ith the easv -gbinj approach, \uto Radio Wholesale cc mercials combine an intimate man-. man deliver) with hard sell. One the reasons for the 9U< i ess ol hi- campaign, McClelland believes, i» t loyal following built up 1>\ both Tol l)a\ ill and Eddie Chase. "\\ hen thej sa) the) end product," McClelland pointed on "people believe it." Both David an Chase are familiar voices to < K.I listeners; both have been broadcastin in the area lor many vear-. Listen* loyalt) and familiarity with these t* personalities make their commercia more convincing, authoritative. The cop) itself focuses on th< repair service, then touches on tli sporting goods department of the -tor< Greatest emphasis i* placed on tin speed ami convenience of the auto ra- dio repair service and the reliabilit) of the firm. Auto Radio Whole-: address- 5757 Woodward -is men- tioned at least three times in e\ minute announcement. Here - a - pie commercial: Wherever you go there's radio. M o) you, like yours truly, would be lost without a car radio. Marty of you have a car radio that acts w/>— - ileml once in awhile, \<>u have a lot ol \tatic on it — well, the reason you put off having it worked on is the t* I'1'11* fl*NY ' I, »»M """411. fatian _ snnoo V*H HI 000 " OX, IS '•' MfUiout, J*hn H'ivV I, sscu Ilo.ooo M*'°" Pwknw ',"'■ \j" ' Unit pro i r to In 1 jNY '.'1 M) Llaal II' iiiltifimi llmJ DdllB II0.M0 1*0 UO.OW l...ln, tm I|M'. Dluntml rm Huotti "NV F tit Wl.lMl tun N... -... , •lib ,..,,,. •»« una ! ::::;;:: •" No riMwurk iii.iaiimlm My L mi, Mirgli Sroii I'»pai S2Hy f WCB SI 1.000 i zsa fT!> c* LAN1*1 **M ^.^l,""il7,^^^:,' Cmleult nt Spta ,„. ,„t Tim. Will T [or * '" L Mutual' of Omnia rr NY L&r B4J 15500 AS No n««urt •"•=■ Tar T-f ""l 11400 ; Chrri!« Con> 8,500 ip.n,,, (i.^im, y™, f id nrplflliarloni "• *irlp uxr thin chart . ..i.., . 11, ii Amrr > alio put of NBC TV : CBS, r 10 10 30 n , r 10 li JO UD ! ABC. Bud 9 » 15 D I FaMi. JWT: KUC. 3ylnr.il, Cacll A I MOST PEOPLE k IN WHEELING TOTVtv VHF-Channel 9 \ CBS AffHiate KEY TO THE GREAT WHEELING MARKET Steubenville • Pittsburgh • Youngstown • Canton THI BIGGEST IUT IN TV TODAY 1,083,000 TV homes for the price of 399,400!" * * 54.4% of Wheeling's entire viewing audience saw the June 13 Cleveland- Boston ball game on WSTV-TV. * ■ 58% of Wheeling's survey respond- ents jaw Senator McCarthy's Senate Investi- gating Committee Hearings on WSTV-TV. And the percentage was even higher— 74 '/. —in the combined Wheeling-Sleubenville area. Be realistic) Don't limit your thinking about WSTV-TV's extraordinary coverage. The clear signal of this station extends far beyond Steubenville - blankets the rich Wheeling mar- ket—pervades the 9th largest market in the country: industrial Pittsburgh and nearbyCanlon and Youngstown. Yet you pay for only a frac- tion of what you get! WSTVtv ' STEUBENVILLE WHEELING ANOTHER AVERY KNODEL REPRESENTED STATION NOW FULL POWER 1230,500 Wotli) from our 881 ft. MOUNTAIN-TOP TOWER (2.041 II, '•II PULSE FOR DEPENDABILITY INSTANTANEOUS! Ratings without waiting by DAX Pulse demonstrating new electronic program rating system designed for market-by-market reporting! You owe it to yourself and to your firm to visit Pulse Headquarters to see the new DAX system, the result of seven years of development. DAX Home Unit utilizes latest type transistor — no tubes, no moving parts, no tapes. Nothing for the householder to do or mail back. DAX Monitor totalizes tune-in to all programs, all stations, instantly — prints minute-by-minute ratings. DAX is available at a price the industry can well afford if this is what the industry wants. We await the decision — your de- cision. DAX will supplement, not sup- plant, standard Pulse procedures. This month throughout the U.S., 177,000 homes ore being interviewed for next month's "U.S. Pulse TV" Daytime 18 October 1954 MONDAY TV COMPARAGRAPH OF NETWORK PROGRAMS TUESDAY I WEDNESDAY | THURSI Dim D*** XtlMl ■Or V*i ';.'<»- P '| AND URBAN COVERAGE PULSE, Inc., IS H Ml (6tA S) Telephone' Judson 6-3316 wmvaws \ Utit HOMi .1 Ayw ■.runt Bmriruj •■•nt. Flthw A --<.\. BFiiO OuMliir. K«tt <'mv,,,|,i. Kerch- Cemplon W50( Wel« l G....V Hon.. m-r nil NY T..U '"roTim" '%'». rro'n "rommeT- Cf«tlW Godfrey (cont'd tu.ih ll-ll:ltJ MiC*nn-Erkkion Pllliburr Mill) NO ntKrork PtotramlDf NY ' m- Ted Bite, I •ponior*. Foothill shirk Bbmti n.1 other ptrllc; Out on lh« F*rn. Robert Q Liwli ■■MU Wl.i ilmul Uiir |37( Godfrey (cont'd) i-I'«Iihi.IIh Pinky Lm •h«w Si>»trh tor Tom' Ftithw Your Sevklnt H..rt p*o C em it on Robert 0 Lewie Grey ft-till Th» S«tr«r Storm Benton A, Bowlet Pro-nemo Huddle Greett.t nilt Pllllft m-f : Golden Window! PAD ch«r NY til dn I i IMiiiTa't'tvS No mlnwl pram0"* ooo itCt Wfctf «*<•• *»V tes AooP°° Wl * et^ 18 OCTOBER 1954 83 -— UUvU . . . advertising always pays in the ^ /*' /. : /{ I: \ \\\ \V RICH, GROWING NORTH CAROLINA MARKET D t I IE It . . . coverage than ever before is yours with RADIO in the 15-county Winston-Salem NORTH CAROLINA Market DLJ I . . . buy morning, afternoon and evening is CAR RADIO REPAIRS 1 1 ontinued from page i 1 ' Utes to remove your COT radio. Some- thing else, you can pick it up that very same evening. . . . \ fi«i plugging the repair service, the commercials go on to mention the new car radios the firm offers with prices then brief!) names at least four m five sporting goods items. Main of the men who drive in for repair jobs make a special point of tell- ing McClelland the) heard the radio message and then decided Dot to put off the repair job am longer. "Most nl lliem say the) had been planning to get their radio- repaired for a long time, hut never could bring themselves to actuall) do it. When people start volunteering information like that, says McClelland, "you know your advertising is working." He also notes that other departments of the store pick up in business as the number of auto radio serv ice jobs grows. "I'm sure my service shop in the rear of the store has been instru- inental in pushing up sales of sporting goods," McClelland says. "In other words, if I only had a sporting goods shop and no auto radio service, I don't think any advertising would have been able to draw as man) customers into this store as have come in because "I the radio repair commercials." For the first 20 years of its opera- tion, Auto Radio Wholesale used no advertising at all. Then, in 1952, when sales took a slight dip. McClelland decided to use direct mail leaflets rail- ing attention to in-season specials in the sporting goods line and its car ra- dios and radio repair work. In his first year of advertising McClelland spent about SI 0. 0. 000 foi direct mail pamphlets. "There's nothing like the immediac) of radio for impact, he says. 'When a man"- driving, he's a ready-made audience for our commercials. When he gets a booklet through the mail, on the oilier hand, he's just a- apt to throw it awa\ a- to read it." \uto Radio Wholesale l>egan op., lion- in L932 a- a car radio instaa- t i<>ri firm. In those days, very few 1 tomobiles came eq upped with nu - from the factory, and McClelhU concentrated onl) on installing and '■ pairing car radio-. Later on. j branched into other auto a> < i like spotlights ami windshield wipejj \ few years later, he added a sport i good- line and appliances to hi- hi . m--. l'o Onl) one other retailer in Deb ; combines auto accessories wit I ing good- in hi- operations. He 1. used radio onl) sporadically. * *• CUSTOMER APPEAL [Continued from page 39) versit) of audience taste. What tool- are available for • ing >our own program's audien- cross-section? Here'- what somi the major research firms offer. ARB pro\ ide-. along with i percentages of men. women and ch dren listening to specific program both on a national and cit) basis. Pulse issues three network audien composition reports annual!) contaii ing similar information, phi- "teei and economic level breakdown-. Both Pulse and ARB will br< down the audience into age groups. Nielsen can also tell you count] size, si/e of family, age of familv. of oldest child, educational level. I torial popularit) in addition to ral for information on how advert - todav use such research material ti help in program selection. SPO talked with the \. C. Nielsen \ companv spokesman do ried the prevalent over-emphasis on rath '"Rating- b) themselves." he insist- ed, "are not enough. It is ridiculous to determine a program'- fate solel) on the basis of whether it is in the ln-t Id or just out of it. The pro- gram's purpose i- to sell goods. Tins mean- that it mu-t reach the right au- dience in the right market." It is for this reason, according t" the \iel-en executive, that man) pro- 84 SPONSOR With RADIOS Economy you can afford priceless Frequency With radio advertising you don't have to start all over again with each advertising message. You can afford continuity and frequency; therefore, each broadcast message builds on the one that went before. Radio's economy lets you keep building, day after day, the year round. In no other medium is such frequency practical. This is the basic economy of all radio, the secret of its tremendous advertising power. When you add to this basic economy the special efficiency of great stations — then you have the immense force of radio at its utmost effectiveness. Great radio stations have always given the advertiser far more for his money — not only in coverage but in responsiveness, prestige and believability. To make the most of today's great opportunities in radio, the best plans start with the best stations. Let us tell you some of the exciting facts about the 12 great stations we are privileged to represent. the HENRY I. CHRISTAL co.inc NEW YORK — BOSTON — CHICAGO — DETROIT — SAN FRANCISCO Representing Radio Stations Only KFI WBAL Baltimore (NBC) The Hearst Corp. WBEN Buffalo (CBS) Buffalo Evening News WGAR Cleveland (CBS) Peoples Broadcasting Corp. .^V4e'<„ WJR WTIC Hartford Detroit (CBS) The Goodwill Station, Inc. (NBC) Travelers Broadcasting Service Corp. WDAF Kansas City (NBC) Kansas City Star 18 OCTOBER 1954 Measure of a Great Radio Station Los Angeles (NBC) Earle C. Anthony Inc. WHAS Louisville (CBS) Louisville Courier-Journal & Times WTMJ Milwaukee (NBC) Milwaukee Journal WGY Schenectady (NBC) General Electric Company WSYR Syracuse (NBC) Herald-Journal & Post-Standard WTAG Worcester (CBS) Worcester Telegram-Gazette 85 grams are cancelled despite their pop- ularity. More national programs are changed, he reported, because research has indicated 1 1 » * - desirability l [ »< »-i t i > m in the rating lineup, populai industr) \ iews notw ithstanding. Examples: Here are some examples cited bj Nielsen which show how an advertise! can make use ol resean li information (<> help him in his pro- gram determination. Example I. \ few years back an advertiser with a breakfast food seek- ing to reach families with young moth- ers purchased a daytime radio show. In latino showed the righl audience was being attracted: Ige Group Rating 16-34 8.8% 35-54 6.4% 55-p/iu . 5.2% I his changed drastically when a pro- gram appealing to older families ap- peared as the preceding show ; after some time had passed, the rating of the 16-34 group fell to 5.6%, while the rating of the 55-plus group rose to 7. IS. The younger group was shift- ing to a competing variet) Bhow. The advertiser then wenl t<> anothei show at a new time Blot, which gave him this breakdown: /:.<.' Group Rating 16-34 7.6% 35-54 7.1'; 55-p/ then, represent good prograi tion? Yes, because ."> 1' ,' of this <>• pany's sales are in the South. In other words, the advert - reaching exactl) the audi< wishes in hi- prime market area. Compiling for same nudieni. Not onl\ i- it important to know wh audience your show appeals to. bi al-o what audience your coinpetiti' appeals to. The reason, according i Nielsen, i- that if a well-entrenched pr< gram ha- dominated a certain portio of the audience for a time, it - tremel) difficult for a show trying t snare exactl) the same audience I do -o -ii' < e--full\ . Here i- an example involving thrr < ompeting t\ -how- : Program \ was reaching mor younger families than am oti group. Program B wa- appealing equall) I younger and more mature families. Program (' wa- Irving to reach th same audience as \. hut all thai left were the older families, who wen not prospects l"i the product. There fore the sponsor of program C drop|>c< the -how. although it had a good rat in-. 86 SPONSOR Speaking of frequency.., WGY's HOWARD TUPPER proves the point! FREQUENCY IS THE CORNERSTONE OF AUDIENCE GROWTH J?.U£«e, Measure of a Great Radio Station During his 17 years on WGY, "Tup" has developed a large and loyal following in the Northeast. When he announced his morning weather show would leave the air, WGY received more than 6000 pro- tests in 3 days. Result . . . ? "Tup" is still going strong! GENERAL ELECTRIC STATION ALBANY — TROY— SCHENECTADY— plus — 54 counties in New York and New England Represented nationally by Henry I. Christal Co., Inc. New York • Boston * Chicago * Detroit • San Francisco 18 OCTOBER 1954 87 Peter Hilton (President) Hilton X- Higgitt, Inc. LIKE MOST "Newsworthy" ADVERTISING EXECUTIVES MR. HILTON'S LATEST BUSINESS PORTRAIT IS BY... Photographers to the Business I ■ ". / I? PI .11882 88 I he national advertise] i an <>l>tain resean li data i service which will give detailed data on audience com- position under age groups, economic level and city size. The firm reports that a large number <>f spot adver- tisers are now using t } i i — Bervice. The small advertiser can also con- ducl limited surveys of his own. if he can devote the time and monej to it. or he can trj to Btimulate universitj interesl in conducting them. The val- ue "I this type reports. Nielsen uses three age groups, 16-34, 35-54, 55-plus. The Ripley- Buell stud) in Ohio puts the respon- dents into the following age categor- ies: 1 1-1!!. 19-30, 31-45, 46-60, ovei 61. Pulse's usual break-down is under 20, 20-29, 30-44, 15 & over; adver- risers < an gel break-downs in other groups it the) so desire. I he Ohio State surve) dealt with a subjei i not covered b) all national rating services program preferences .i- Btated b) the respondents. I.a< li in- dividual was asked to select the six program types he '"liked best" oul "I 24. \\ hat is important is not the abso- lute standing of the program types, lor the popularity of an) can van with the area depending on cultural, eco uomic and other factors. It i- the pattern <>j variations in "lifting" thai ma\ be of universal interest. The t ble on pages 'Mi-'.Y) indicate-, foi ex- ample, that as listeners grow oldei their liking declines for dramatii types, corned) variet\ and popular nmA -i< . The will tend to increase liking for "straight" \arietv. panel i|ui/ pro- gram-, amateui show-, public affairs forums, news, sermons, old-time niu-l >i< . "human interest" program- ami surprisingly wrestling. This tendency to like wrestling i- particularl) interesting when seen to- i gether with astonishing!) big female audience that actual)) watches the matches. \RB rating- for Columbia show thai on Saturday. 3 \pril 1954 at 11:00 p.m. there were more women watching the WLW-C wrestling show than men. That this is no local |>h< nomenon is evident from that month*- national ARB figures: thev -howe< that on the same da\ women watch ing Du Mont's U resiling made u| 17' i of the audience, while adult males took second place with a dost 16%. Women also held the lead, by j the same 1%, earlier that dav for CBS's Championship Wrestling. \\ h) the pratt-falls of the grunt-and groaners should hold such an attrac- tion for the gentler sex is not clear Racing, too. seems to hold special fe- male interest. Wording to the sam« ARB report, the female audiem e t< Racing from Jamaica was considers- bl\ larger than the male— 43 to 3! In addition to age and sex. Ripley and Buell correlated viewer prefer- ences with education and income. I he) found that the higher the level of edu- cation or income the greater the in- ti rest in serious drama, panel quia shows, informative programs, serious music, "homey" or "family t\ pe coin- ed) drama, new-, "straight" drama. baseball. The less the education or the lower the income, the more the interest in detective Btor) drama, mystery-sus- pense drama. Western drama, "love Story" drama, "human interest or give-awa) programs, old-time musk w reading. How wide!) applicable are the re -ult- ol such preference studies'.' S listen i" radio oi tele- vision programs," for ever) hall houj between 6:00 a.m. and midnight, Mon- da) through I i idaj . during a week in \p.il L954. \- might !"■ expected, the number i.l women available is greatei than the numbei "I men at practicall) all hours i.l the day. More important 1>\ and large the available audience for radio and h is fairl) mature. Here is uliat the audience age pic- ture Innk- like in Franklin Count) : I. The majorit) of the available au- dience i> pasl in years of age. 2. The largest Bingle group, accon ing to the Riplev-Buell classificatioi falls between the ages of 31 and 45. 3. There are far more a\ailalil listeners K) or over than 30 or undei \. The least important group i- i the 1 H8 categor) , The a< tual listening of the respoi dent- to t\ was tabulated h\ Riple and Buell. The largest number of ft male viewers was in the 31-45 group, followed In the 19-30. the U 60, the "over 01" and the 14-18 groups in dial order, the) found. Even during the period betw« 5:00 and 7:00 p.m. when the 19-3< age group was large-t. it represente* onl) one-third ol the total female li- tening audience. Vnd it was exceede. for half the time b) the 40-00 ag group. This emphasis on age \\a> even mor pronounced in the case of the men From 1:00 p.m. on, the 10-00 ,i: -roup led in size until 9:00 p.m.. afte which the 31-45 age -roup took ovei It i- interesting thai in both the mal and female categories the "over 01 ••roup was substantial, while the 111. group was almost negligible. Even though these figures are a one count) only, and therefore nu necessaril) accurate for am other i. the country, the information contained about the small size of the a\ailahl 'teen-age group ma) give l>roadca-tei pause. How .main, for example, ar programing their station- with po records built around a hep d.j. whosl appeal i> mostl) to youngsters. Ohi Stale- Summer- wonder-. Both th Ohio Mate and the Nielsen spokesmei j incidentally, raised this point — the I felt that main stations are heaminJ their pro-ram- to a minority. These views are supported b) tli over-all Ripley-Buell finding that ra- dio listening tend- to decline after th • age of 30, while t\ listening tends t increase w ith age. Listening habits var) from area t area, and future count) studies *ri be helpful in providing informatioi on specific market-. It will he intei esting to see if the program preferem tendciK ies found in Franklin Counl will be repeated elsewhere. Two sim lar projects are slated b) Ohio xiat for the near future, in I tah Count) I tah, and two rural counties in Ml liama. The) will he used to "check the information provided in tin I lumbus study. * 90 SPONSO Totem Poultry II .ill the 5,585,452 chicks resident in Indianapolis' ii(h farmland countryside were laid one atop the other, they'd make a totem poultry 1,396,363 feet tall— roughly 1,370 times as high as WFBM-TV's new tower which is no bantam- weight as towers go— 1,019 leet high, with new 100 KW power. This would represent a tough poser to our claim as pro- prietors of the highest structure in these parts, but we're not worried. After all, what could such a fowl tower do be- sides fatten the bigger-than-average incomes of their better- than-average owners? It might make a tremendous circus attraction for the 76,089 farm operators in our 49-county primary coverage area. But they'd soon get tired of the pullet pole, and turn back to their TV sets (most have 'em) and to W'FBM-TV (most tune to us). There's lots else this chicks' obelisk couldn't do that our new tower is doing. It couldn't help you tap the $369,039,- 293 worth of farm income our farmers earn. It couldn't talk in more than a babel of clucks to the 1,865,194 per- sons in our A and B contours alone— nearly half the popula- tion of Indiana. Enough, then, of chicken-pie in the sky. Come on down a few hundred thousand feet and tell your story to the prosperous farmers and city folks of WFBM-TV's primary coverage area through the top of our tower. Until the chicks decide to go piggy-back, our tower is still the tallest, powerful lest in sight, in the best site you ever picked to do business. fust ask the Katz men. WFBM-TV INDIANAPOLIS Affiliated with WEOA, Evansville; WFDF, Flint; WOOD AM & TV, Grand Rapids 18 OCTOBER 1954 91 -ftuett-fa 8-COUNTY AREA Population-446,200 Buying Income $654,171,000 70,000 UHF SETS (5-1-54) ONLY $225 BASE RATE THE PERFECT TEST MARKET CBS-NBC-DUMONT-ABC NETWORKS MUNCIE, INDIANA LIFE" VS. TV I < ontinued from page 1 1 i lime meanl little in this test. The fii-t batch "I Life interviewers was com- pared with the latei u; i > mij* to reveal thai although readership was up -li^ht- l\. contenl recall was not. "There was mi perceptible increase in th<' impact o) the magazine as time passed" -aid Vdvertest. Vdvertesl Resean li uncovered an oddit) nol at all Battering to periodi- cals, which have prided themsehes nil being the housewife's prime national medium. I he tesl showed that n hile l.ii television contenl playback was ef- fective foi both men and women, foi Life, ii was "much poorei among wom- en than among men." ifuulUtitlw iv superiority: ". . . In addition to this quantitative spread,1 says the ^dvertest Research report, "we noted another difference, a c/uali- luiiic difference, between the Life an- swers and the tv answers. The t\ an- swers aboul what the advertising showed gave much nunc detail. Read- ing them over conveyed the feeling thai the people who saw it on tv had learned much more about the prod- ucl than those who read in the maga- zine. Their descriptions were much more detailed and exact. I hex seemed to understand much better how the product worked, what its sales points and advantages were." This i- an evalution based on exam- ination of answers. Is there an\ wa\ to corroborate it with statistical facts not subject to personal interpretation? I>\ adding the number of sales points recalled bj each respondent, Advertesl Research provides a comparison on the basis of sales idea- absorbed per 100 persons sampled. Recall of Sales Points per 100 Persons I U \1 ) our Slum oj Shows 39 I he resean li organization is ol the opinion that "these are perhaps the most important figures in the whole study. . . . This is a measure which < nt- through the welter of circulation ratings, readership, ad noting and oth- i i i onflicting base-, to the heart of advertising impact: foi ever) hundred people, how manj ideas implanted/ I he ratio favors television 3 to 1. How i- tlii- superiority of t\ to be explained? Cautious NBC research managei fom Coffin offers the follow- ing reasons as possible factors: "Ordinaril) people tend to look at ads out of an initial product interest, while others -kip them as a rule, un- less stopped by something vers un- usual. Tv, on the other hand, i- like!) to add to this audience a broader group which it succeeds in catching and interesting because of its dynam- ic nature. Secondly, we are all famil- iar with the principle of the superior impact of the moving over the stati< image. This i- particularl) important when a product i- being demonstrated. I \ i- especially suited for demons tion. which it can -how as no printed possibly ( an. Next, the product wa- one which lent it-ell to \ i-ual demonstration; it wa- thus well suited in t\ advertising. I might -a\. by the wa\. that the color spread used in / wa- a first rate ad. one that would un- doubtedl) be considered highly effec- ts e b) the industry . All this, Coffin points out. does not necessarily mean that t\ i- always the superior advertising medium: it d suggest, however, the kind of results that can lie obtained when a clean- ut comparison i- possible. * * * WHAT'S SPOT RADIO? i Continued from }>age 35) 1. Although advertiser- are not sup- posed to qualify for the over-all N \l SAT discounts if they use less than the l.~> stations and daily frequency of an- nouncements. Blair executives told SPONSOR: "Allowances will be made in the case of advertisers who can I certain area- due to the fact that their products are not -old in these areas. \ slight amount of flexibility is al- lowed in the number of times a day announcements will be aired on a few stations, due to local scheduling )»• u liarities. 2. There i- no hard-and-fast rule about the time of day in which an advertiser's commercials will be aired. Obviously, like any big radio rep firm, Blair has more customers who want high-rated morning -hows than those who want to buy nighttime radio in t\ markets. \s a rule of thumb. Blaii executives say that the \ \ I S \ I buy- ers will have a daily schedule on each -union of four announcements in morning, afternoon, early evening and nighttime slots. "However," said I u< k- i Please turn to page 'Hi i 92 SPONSOR Great Friends! Storied for his great stature and prowess, Paul Bunyan has become an apt symbol for the Northwest Country, land of tremendous wealth and vitality. Over the past thirty years, since its beginnings in October 1924, one radio station has been the Northwest's best friend and neighbor... providing news, entertainment and enlightenment keyed with unerring accuracy to the tastes and needs of the Northwest. To the point where Northwest radio and WCCO Radio are, in truth, practically synonymous. To the point where WCCO Radio, with its primary coverage of 110 counties in four states (an area of more than 86,700 square miles and 992,400 families), commands a larger weekly audience in 82 of these counties than any of the more than 200 other radio stations whose signals are heard in the area ! If you would do big things in Paul Bunyanland, remember that it takes a giant to do a giant's job. You need the Northwest's 50,000- watt giant... VVCCO RADIO Minneapolis-St. Paul For 30 Years Good Neighbor to the Northwest W Mm Represented by If 1r CBS Radio Spot Sales b 4 % h NX i ,! &M i2! T* ^ ■■Mi >^A *rtisers use. For example: 1953-54 COMPARISONS OF BROADCAST TRADE PAPER READERSHIP "I read" 1953 1954 "I read regularh" 1953 1954 "I read thoroughly" 1953 1954 SPONSOR BROADCASTING TELEVISION VARIETY RADIO DAILY BILLBOARD 86% 6 8% 5 3% 55% 40% 4 7% 86% 77% 73% 51% 40% 44% 6 3% 68% 5 6% 52% 62% 31% 68°o 5 8% 45% 44% 43% 2 2% 3 2% 3 9% 20% 29% 3 5% 8% 42% 31% 24% 27% 32% 1 6% survey by CORK, 1954 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 ter Agency List used as sources; 1100 questionnaires mailed and 245 returned. VV e'd like to tell you more about SPONSOR. Mav \ve; WHAT'S SPOT RADIO? i ( ontinued from page 92 ' ei & "it. ex-BBl '< » timebuj ei now in < Ii.ii gc "I Blaii - radio Bales develop- ment, "pending approval oi oui sta- tions, we can make adjustmenl for the advei ii-ci w li" wants t" rea< li a spe- . ih. audien< ■ •. su< li a- housew i\ es "i working men. Sin «■ the whole N VI S VI' plan resembles, i<> Borne degree, network ra- ilio in ease "I buying (one order, one lull, one ailula\ ii i there is also a network-like Btreamlining available through Blair in the handling of corn- men ial copy. ( lommercials, for the mosl part, should be done live, Blair men feel, i" get the full value of the audiem e loj alt) afforded local radio personalities. Blair will distribute and handle live < :opy or fa< t sheets if an advertise] wishes. But an agenc) can retain its function of routing and han- dling copy and ui transcriptions if it prefers to do so. Research: The advantages of the W row 1:11 Si POWER UP If*; WIBW's new tower is UP-all 1010 feet of it! WIBW's power is UP-now a full 87.1 kw! WIBW's audience is UP— more than doubled! We're laying a sharp, clear picture into 36 counties— from southern Nebraska . . . clear over into Iowa . . . across Kansas . . . and well into northwest Missouri. COVERAGE UP 112% You can reach these 125,000 TV homes at an unbelievably low cosf per thousand. More than half of them will be able to receive WIBW-TV programs for the first time. Better call your Capper Man NOW. CBS-DU MONT-ABC Interconnected f e^SS^\ capper MAN Ben Ludy- Gen. Mgr. TOPEKA, KANSAS | H F^ The Kansas View Point > Y Y >< Y v COST ITU THOUSAND <-M +-M HONES WIBW & WIBW-TV in Topeka KCKN in Kansas City I DOWN MATSA1 plan, from the research' standpoint, according to the Blair firm are extremel) simple: ma— circulation at low cost. I Bing special research computed by \. i . Nielsen for HAH last yeai well as recenl Pulse figures as a base, Hlair reckon- t In- NATS AT audience picture a- follows: 1. In terms of sheer audience size,! the NATSA1 audience \sill be tremen- dous, a- Hlair researchers see it. 1 oi this calculation, Blair uses a set ol figures compiled for the Broadcast Ad- vertising Bureau b\ A. C. Nielsen. These Nielsen figures show that a spe- cial test run last season of 21 radio announcements per week in three lai cities i New York, Chicago, Los \u- geles) produced a cumulative audience rating of 13.0 with an impression quency of 2.3 times per listener per week. i That is, 1'i.lt', of the radio listen- ers in these areas were reached one oi more times during the week by the 21- announcement campaign. The aver number of times each listener was reached was 2.3 times, i Blair research men feel that N\l- SAT's 24-times-weekl) schedule will easil) reach the 43.0 cumulative rating figure with the same frequenc) of im- pressions, particularly since there are three more announcements in the N \T> VI schedule per week than then- were in the B Mi-Nielsen test 2. Switching to Pulse figures to de- rive the cost-per-1,000 figure. Blair re- search chief Ward Dorrell averaged out Pulse ratings for each of the N \ I - S \T stations, added the average in- crement supplied by out-of-home audi- f ence. figured in listeners-per-set and arrived at a figure of T'< per 1,000 listener impressions. The weekl) total of listener impressions is huge: 28,- 160,450 per week, according to the Blair projections. 4. The N \TS AT operation, as far as 52-week advertisers are concerned, is likely to gain, rather than decrease, in value, Hlair researchers belii The) base this assumption on the fact thai a total of 88' - of the Blair-repre- sented radio stations have increased the ratings of their local programing an average of 2.V, since L951. Simplicity: Tucker Scotl told spon- sor the following in response to a query designed to determine how much time buy ing effort the N VTS VI plan 96 SPONSOR UUERD ATLANTA'S TOP INDEPENDENT MOVES GOODS FAST IN THIS $100 MILLION MARKET The WERD listening audience predominantly made up of the 290,000 Negroes in the WERD coverage area, is responsive, loyal and partial to the specially-designed programming of this Negro-owned and managed 1000-watt outlet. More and more national advertisers are discovering that the magic formula for top sales in one of America's top markets is UUERD AMERICA'S FIRST NEGRO- OWNED RADIO STATION 860 kc 1,000 watts Radio Division — Interstate United Newspaper, Inc. Represented Nationally By JOE WOOTTON J. B. BLAYTON. JR.. General Manager 18 OCTOBER 1954 97 spares the average agenc) : " Advertisers and agem ies who have to move qui< k I \ w ill find thai the \ \ | -> \ I plan w ill save them man) . \ii.i Bteps. To duplicate .1 Bimilai ar- rangemenl would, as far .1- I < an cal- 1 ulate from mj h« n time bu) ing ex- pei ien< e, take the Bei \ u <■- ..I a time- buyer, .in assistant, an estimator, .1 billing > lerk, .1 1 hecker and part "I an .mi exei utive's time foi al least foui weeks "I working eight bours .1 da) in a five-da) week. •( t|.\ iousl) . NATS VI will save an agen< j .1 good deal of mone) in over- head w ithoul an) 1"-- "I commission- able revenue. \n agenc) time I »u\ inji department can fill out the resl <>f the top markets not covered b) NATSA1 in similar plans with about one 1 k . \nd. filling in the rest ol the 'Top 50' markets will co t the sp< iii-ni onl) another $5,000 to $6,000 pei week. "We feel man) advertisers will be attracted to NATSAT in the near fu- ture."" Scott continued, "because the) will know in advance that the) can go into it il there are availabilities on short notice, and have a clear Thai's our business. Buying radio time is one thing — Getting results is another. WJPS maintains a planned Merchandis- ing Service that guarantees RESULTS. WJPS has a plan to fit any pockerbook. Our Merchandising and Promotion De- partment won 2nd PLACE in THE BILL- BOARD competition this year — How good can you get? Lot us prove our worth to you. Robert J. Mclnloih, General Manager iinf iintio (T The George P. Hollingbery Company A RADIO IN EVERY ROOM Evansville, Indiana idea <>f what the) will gel when the) Ipii\ ." Trmde remcUmt: \- sponsor went t«. press, the NATSAT plan was too new t" gel a good cro — ection <>f industr) opinion. Timebuyers queried on the subject, for example, said in several 1 ases thai the) wanted to withhold their opinion until the) had seen the full-length Blair presentation on \ VI- S \ I and had had a chance to discuss il with agenc) researchers. However, a few industr) reactions win- gathered. \ J. Wali.-r Thompson timebuyer, loi instance, told SPONSOR that he fell the plan was "a \er\ interesting de- velopment" and would "cause plenty of industr) comment." The JWT ad- man did not feel the Blair plan's streamlining of time bu\inji should weight tin- scales in it- favor. "We tr\ to make the hot possible advertis- ing buys on the basis of our judg- ment. We are not in business to tr\ to hring agency overhead down to a minimum. The NATSAT plan will he judged strictl) on the basis of wheth- er or not it is a good radio purchase, as far as we are concerned.'1 Another adman, radio-tv director of an agenc\ witli a big auto account, took the opposite view. "We are sometimes called on to put together a saturation radio campaign on a 'crash basis. In cases like that, we can't realh do a skillful job of time- buying; not enough time. The NAT- S \ I plan nun he a areat boon to agencies who have to move in and out of spot radio on a large scale in a big burn. \ ou II know you're buying a quality package — not just whatever \ ou can scrounge." Competitive aspects: Blair's N VI- v\l plan is designed to compete with "big-tickel media purchases, and Blair's presentation for the spot pack- age plan does thi- in several ways: 1 . \l no time in the presentation is the word '"-pot"' mentioned. \- si>o\. SOR ha- often pointed out. the name "spol radio" is not descriptive of the medium and often leads to a certain amount ol basic confusion among ex- ecutives who think "spot radio"" auto- maticall) mean- onl) short announce- ments 01 < ommen ials I etween pro- grams and usual!) network programs at that. I he Blaii presentation, therefore discusses 'radio and "saturation ra- dio"' and "personalit) selling" rather than the Limiting term of spot. In a sense, thi- immediately makes the whole presentation competitive (apart from the streamlining of buying and billing procedures) with network ra- dio selling. 2. The Blair plan s pitch i- also de- eigned to -how advertisers and agen- cies how the plan compares with ex- penditures of equivalent size in other media. For example: \. Tin \ VTSAT group rate for 24 announcements weekl) on 15 stations will purchase onl) about a quarter- page hi>w ad in top newspapers in each of the Mlair markets at the rate of one ad per week. B. The \ VI *- \ I rate for two doza| announcements is less than the cost of ju-t two Class "A" nighttime t\ an- nouncement- weekl) in 14 of the IS market- ($16,582). "Even advertisers who always feel that t\ i- far more ef- fective in making impact than radio can'l help hut be impressed b) thi- 12-to-one ratio."' a Blair executive said. Background: \» mentioned earlier. 1 the new Blair \ VTSAT plan i- a logi- cal development of the current trend to make spot radio buying — because » of its huge size and complexity — more simple. It is also an outgrowth of earlier plan- on a different scale. | Here is a sampling of such plan-: e Westinghouse Stations: The W l!( radio outlets— WBZ and W BX V Bos- ton; KYW, Philadelphia; KDKA Pittsburgh; WOWO, Fort Wayne; and KEX, Portland -have for s,.\,-ral -mis offered a series ol plans to ad- vertisers who place a one-contract or- der buying time on all or most of the outlets. \ new "combination card is currentl) in the works. Most' recently, maximum discount on hu\- ing at least seven station break- w<-ek- K on the five WBC station- has been* 2n'. off. For 200 or more floating breaks and or minutes per \ear on all five station-, the 20', group discount applies plus an additional 20' < more for up to l.ooil breaks. Program dis- counts inn up to 20' , for l>u> ing all five outlet-. I he new rate plan is ex- pected to hold closel) to these dis- ounl formulas. • Georgia \iajoi \farl.et Trio: Thesel three CBS Radio affiliates W\(,A \tlanta: W M \Z. Macon: and WTOC Savannah have a discount deal! 98 SPONSOR UIUW AM FM Associate Television Sfofion WWJ-TV Basic NBC Affiliate AM-950 KILOCYCLES-5000 WATTS FM-CHANNEL 246-97.1 MEGACYCLES WORLD'S FIRST RADIO STATION Owned and Operated by THE DETROIT NEWS National Representatives: The GEORGE P. HOLLINGBERY CO. Here's proof that better music can move merchandise in Detroit. Faye Elizabeth sells fortissimo as she presents the recorded melodies many radio listeners prefer but seldom hear. And she draws upon her own rich stage and theatrical background to add just the right harmony of apt comment. The applause is terrific. Ratings show that Faye Elizabeth is consistently tops in the town's noonday musical line-up. Strengthen your Detroit impact with this high note at noon, Monday through Friday. tuijui -u-sy 18 OCTOBER 1954 99 whereby advertisers gel I ">' i "If the , .mi! id rates "f the Btations il the) buj "equivalenl time" < annourn ements and programs in< luded < on .ill t li i <-•■ outlets. • Good Music Broadcasters: This 0 i oup "I II "good music Btations, spearheaded by New York's WQXR, has .1 "package" deal ol 10' < on" the combined rates il all 1 1 Btations are used : ">' I "If il six "i more are used. 1 In- . <> both programs and announcement pur- < bases. I he pa< k.i ^ < is aimed particu- larlj at advertisers • Buch as RCA \ ic- lurt w li<> want I" reach llu* -p<-( iali/.ed musii audiences and the growing " "hi- li" ranks. • in Trails \etwork: Stressing "air salesmen" rathei than "air talent," the quartel "I \'l N Btations W IV,. Day- ton; WCOL, Columbus, Ohio; W 1ZE, Springfield, and WCMI, Huntington— go aftei Bpol radio business aimed at the upper midwest with a special pack- age arrangement. \ '•>' < discount off combined rates is offered if you buy an\ tv\<> of these stations. Three .'>1L. billion in buy- ing power. • I jijx-r Midwest Broadcasting Co.; I "i some time, this group has been offering a package — j » « » t arrangement for advertisers wishing t>> reach rural and hometown audiences in the Vu\ 10 or more of these stations I equivalenl time i ran gel di» ounts on a sliding scale that goes all the \\a\ to 50' < off for the maximum group. Other sale- plan- -variations in one waj or another on the Blair plan or else "packages" of farm programs, news -how-. traffic bulletins, and bo on are reported in the work- at other rep firm- including Free & Peters, kit/ \jM-n<\. Cl!x Spot Kadio Sale- and \l!<■ aide to cover the nation in spot radio in a number of different plans with no more than a half-dozen big contra- ts." • * * 100 BRASSIERES ON AIR {Continued from page 37) ments for each cup. which make- it ((inform to ever\ bust variation in each -i/e. "" I he first thing I thought of was the need for demonstration — and that meant television. But how to use t\ '." I he company had tried to show it- bras on moving models on \BC TV's Be 1/v Guest. That was in December 1953. "We announced in advance that wed be on t\." he said. "We didn'l gel any pre-broadcasl protest from viewers, hut a half hour before we were going on the air the network banned mir display. Later we tried Ihi Mont, hut that network also turned thumb- down. Accordingly, he said, it was decided to try brassiere commercials on a sin- gle station without advance fanfare- iu-t to test public reaction. it l»l.Y preview: "Ethel Thorsen hasl .i Sunday nighl fashion -how on WHY New York," Klingman said. SPONSOR L "She was interested not only in our new Bra-O-Matic hut also in our prob- lem with tv. She demonstrated the new brassiere on 10 January and 7 Feb- ruary." To avoid suggestiveness while dem- onstrating the features of the bras- sieres. Miss Thorsen used what are known as "long-line" bras instead of the bandeaux style. The "long-line" brassiere comes to the waist, while the more common bandeaux leave the midriff exposed. "The models demonstrated the Bra- O-Matic by twisting, turning and bending forward and backward — to show the brassieres no slip, no sag. no squeeze features," Klingman re- called. "Six models were used, wear- ing both white and black cotton and nylon lace bra styles, together with flowing petticoats and half-slips. In the intervals while models changed, Miss Thorsen interviewed some of our executives, who demonstrated the push-button feature of the bra while holding it in their hands." Each of the two tests, said Kling- man. drew more than 500 letters. Yet not one letter was critical. There was not one complaint of a breach of good taste. "They all wanted to know where they could buy the bra," Klingman added. When he saw how successful the WP1X test was. Arthur C. Fatt. exec- utive vice president of Grey Advertis- ing. Exquisite Form's agency, became interested in the possibilities of net- work television. Fatt immediately started working with Robert E. Heyn, Exquisite's vice president in charge of sales; Herbert Leeds, Exquisite's ad- vertising manager; William Spencer, Exquisite Form account executive at Grey; Garson Reiner, Exquisite Form's president; and Klingman. "By late February," Klingman said, "we were pretty sure that we would again try to use network television. And that marked the beginning of a six-month public relations program which paved the way for the network show." The buildup: The last of February Exquisite Form issued a press release which described the tests on WPIX. A picture of one of the models wearing a brassiere while performing before a tv camera was sent out with the re- lease. "At the end of the release," Kling- man said, "we hinted about our plans to use network tv. We said simply that a company executive 'predicted' that the success of the tests would enable the firm to use tv in a national cam- paign." In March Exquisite Form was think- ing chiefly of using spot television for its campaign. But while still working out a variety of possible storyboards for spot commercials, the company had the opportunity of optioning the half hour following the U. S. Steel Theatre on ABC TV. "This was in early summer," Kling- man said. "We decided to pick up the option — it looked like a helluva good time slot — and then we had two big problems : "One — what kind of show we should sponsor. "Two — what kind of commercials we should use." g36J>^SASSS3ssaass MAIL -SURVEYS POPULARITY POLLS "Uncle Tom" Chase's Trail Time is First in the Omaha Area! 33,628 Letters Poured into Trail Time (June 1, 1953-June I, 1954) This tremendous mail pull is only one indication of Trail Time's popularity. LOOK AT THE RATINGS Trail Time Pulse — May 1 954 1 3.4 Hooper — April 1954 13 American Research Bureau — Feb. 1954 16.1 Other Sta. 7.2 9 READERS OF TV GUIDE RECENTLY VOTED TOM THE MOST POPULAR TV PERSONALITY IN THIS AREA. Trail Time can boost YOUR sales. Contact your Blair TV man or WOW-TV sales manager, Fred Ebener. Affiliated with "Better Homes & Gardens" and "Successful Farming" Magazines LETTERS POURED IN TO TRAIL TIME (JUNE 1, 1953 — JUNE 1, 19541 18 OCTOBER 1954 101 \ brassiere ian'l 1 i W « - a pa< kage "I rettes women don'l l>u\ one ever) week. M-.-t women buj I foui to -i\ yearly . Brassieres range in pi i< e from less than a dollai to more than I nquisite Form's range from H.50 to 110.95. I n-i <.l all. then, we wanted to ■ n.iki- -mi- w< *d gel a lol "I impact. We'd have t.. be Bure thai we'd gel oui money back with lots ..i interest,' Klingman explained to SPONSOR. Se< ..ml <>f all we wanted an audi- ence participation show thai we could use l"i heavy merchandising tie-ins. We wanted a show thai would bring women int.. stores, thai would open up lieu a< ■< OUntS. While Grey Advertising was looking around L>i a show, the Supreme Court . leared Stop the Music of am Lottery implications and the program was again pla< ed up for sale. The program looked ideal. It was .in audience participation show and Exquisite Form could offer entry blanks in its dealers' stores. To be eligible for jackpot prizes, viewers would till "lit the blanks while in the HOOPER tells the KC story! It at these figures of am- 12:00 n June, '54. Net A 25.8 Ind A 16.0 iN :gro KUDL 13.4 Net B 10.8 Net C 9.8 Ind B 8.8 Net D 7.2 In just one year KUDL proved the independent swing to top rating. Let your Forjoe man tell you the KUDL-Story! And now Denver-too has the same facilities with its new KOSI. KOSI is KUDL- programmed for top listening. BUY DEN- VER with KOSI on a real package buyl now DENVER too! ■ WJwl "the cosy spot" is on the air! Another great music and news sta- tion, the "only" all pop station in Greater Denver! Store. I Ikn wouldn't have tu buy an Exquisite Form Brassiere, bul tln*\ would at least be drawn to the stores selling the garments. This represented a change from the previous handling of Stop the Music In it- old days on radio (and the old radio formal is continued in the CBS Ka.lio >liow I anyone with a telephone stands a chance ol winning since the telephone number:- are picked from all the phone books in the U.S. The television version, however, i- different in that both studio and home audiences participate. The telephone numbers which are called, however, are limited to those who have sent in the Exquisite Form entry blanks. Since starting its t\ series. Exquisite Form has distributed more than 21 million entry blanks to dealers. First film effort: \n the meantime, while the agency was in search of the right kind of commercial-. Exquisite Form made it- own film. It wasn't designed as a common ial, bul ralhn for showing before women's clubs and ovei women- programs on t\ stations. The film told women what kind of brassiere to wear with various kinds of dresses, showed them how to assem- ble a "brassiere wardrobe/' how to launder a brassiere. Brassieres were not shown on live models, but they were held on the model s hand and shown on dumim forms. Only "commercial" in the three-minute film: As the model re- tire-, the camera showed a < loseup of a book lying on her bedstand. It was titled. How to Achieve Exquisite Form. ''Nearly every television station in the country has run the film at least once on women's shows," Klingman said, "'and nobodv has objected to it for impropriety. We did gel three let- ters from people who thought the i loseup of the bonk title at the end made it too commercial, however." During the summer, Klingman dropped hint- from time to time to magazine and newspaper columnists about the company's planned network i\ commercials. "I!\ the end of the summer, we were getting a lol of phone calls from columnists asking for more detail-, rhey printed everything we gave them. It was pari of our 'soften- ing up' ..per. ui. .ii. preparing the pub- lic f«.i the < ..mm. i. ial-." ' oe\ and I xquisite Form realized they had a problem in presenting bras- sieres on t\ with the whole family -itting around t\ and radio sets [Stop the Music had been signed for (>7 ABC T\ stations and I2"> CBS Badio sta- tion- i . In addition, they wanted to empha- size the glamor of Exquisite Form brassieres rather than the utilitarian aspect which bad been used in the film. HulU't lit break the ice: "We de < ided t<> use a ballet sequence for the tn-t commercial, to break the ice," Klingman -aid. "In ballet people ,i< cept the abbreviated ballet costume; we'd u-e a bra— iere and petticoat — which are similar t.. ballet costumes. While the commercial was being filmed, two representatives from ABC TV's continuity acceptance department stood by, approving the script scene • by -eene. SPONSOR asked Oraee Johnsen. dii tor of continuity acceptance for ABC TV, if it was common for network i representatives t.> watch commercials I being filmed. "It's not too common.' she said. "but it's done occasionally. It- u-u- allv done with any product which is new to television, or which might i ause some trouble. Before a product i- even accepted for advertising. Miss Johnsen said, the network looks at the proposed story- board and copy . "In the case of Fxquisite Form." she said, "after seeing what was planned, we wanted to sit in while the commercial was being made. "This doesn't apply only to lin- gerie." she added. "It might also l>e true of medical products. She said that a sponsor doesn't have to a-k \\){'. for advice; usually the network anticipates hi- need and provides sistance in the case of delicate prod- ucts. It was felt that the best way to dem- onstrate the brassiere's features would be through animation. And so a sprite was employed t>> point out. with a lit- tle wand, the selling points of the bra see pictures pane- 36-37 > . "|!\ the end of the summer we wttm ready to make a public announcement about the commercials, Klingman said. "However, there were two - hools of thought about the public announce- ment-. "One school held that there should not be an advance announcement at 102 SPONSOR all. That school wanted to sneak the commercial on the air. "The second school held that we should prepare the way hy telling peo- ple just what was coming.'' Klingman. as the public relations head of the company, was in favor of the second method. He was supported l>\ Reiner and Leeds. "My philosophy is this," Klingman said. "Whenever you have the feeling that you might get into trouble, go on record with what you're going to do before you do it. Tell what you're iloing to protect the sensibilities of \ iewers. Take a bold stand. This," he says, "is just routine public rela- tions procedure." On 1 September, after dropping hints about the commercial all sum- mer, Grey Advertising and ABC TV held a press conference to preview the commercial, an unusual step. Slocum Chapin, director of tv for ABC, and Al Hollander, vice presi- dent in charge of tv-radio at Grey, told reporters about the problem in- volved in telecasting brassiere commer- cials. They explained how the com- mercial was designed and then showed the commercial. The next day nearly every newspaper in the country car- ried stories and columns about the commercial. Protest letters: The next day Ex- quisite Form got five letters of protest from one large Midwestern city. The letters, all identical in content, were from a religious group. They urged that the commercial be banned. As a result of the five letters, the company did not go into the city from which the letters were received until last week. In the meantime the com- pany wrote to the protestants and pointed out that while it appreciated their interest, it thought they should vwlhhold objections to the commercial until they actually- saw it. Since that time, the firm says it has received no more protests. Newspaper columnists were lavish in their praise of the commercial. They all agreed that it "wouldn't even of- fend Aunt Minnie." "A funny thing," said Klingman, is that a few columnists criticized the show itself — but said they liked the commercials." The first commercial — it was filmed at a cost of $25,000— will be used for the next several telecasts. The com- 18 OCTOBER 1954 LOYAL? Sandwich your spots among the TOP 20 PULSE- rated programs on WBNS, and join the satisfied sponsors who savor flavorful profits from loyal WBNS listeners. The Apiece de resistance" is a market of more Central Ohio listeners than all other local stations combined! CBS for CENTRAL OHIO Li^M^^^Hfl ASK lyjllf:: BlAIR I tradio radio COLUMBUS, OHIO 103 pan) now i- prepai ing to film th< ond and third i ommeix ials, h ill have them read) bj • hi istmas. sponsor -;i \% the initial Btoryboard I,, i ili, -11 ond < ommercial and wat< bed m iih interest w bile .1 numbei ol gowns were being fitted on a curvacioua mod- el. While sponsor pledged it would keep the content <>f 1 1 1 * - -<■• ond corn- men ial .i bo ret, it 1 an reveal that the ballet sequence ia not going to be used, that the Btrapless Bra-O-Matic will be demonstrated (the Floating- \ction bra, a model with straps, was used in the first ( ommer< ial I and that there will be considerably more anima- tion and hardei "sell. The 1 1 1 — t commercial was produced b) Film * Ireations, ln< . The second one 1- being made 1»\ David Robbing Produi tions. I In- radio commercial has the same "plot" as the television film. \ wom- an's voice is heard; with an expres- sion of longing, she is admiring a beautiful dress. But she muses t«> her- self, "*W ill m\ figure let me wear it?" \t tlii- point a second voice is heard: I icquisite Form will let you wear it I icquisite Form Floating Vction bra." [he conversation continues, with the second voice telling the woman ,il out the bra's 1 onstruction and its sales features. The commercial ends a- the second voice make- a -traight pitch: "See the Exquisite Form Float- ing Vction bra and othei styles for daytime and evening near, from a dol- lai hlt\ to ten ainety-five at your fa- vorite store NOW !" Leeds, Exquisite Form's ad mana- said that he believes this is the first time a brassiere manufacture] has managed to blend good brassiere mer- chandising displa) and demonstration of the sales features ol brassieres in the home, in the presence of the en- tire familv. with good taste. "I'm sure you've -ecu actresses, dancers and singers performing before tv cameras while wearing low-< nt "owns," Leeds said. "Some of these girls are permitted to he deliberately suggestive. Yet, in the past, we haven't been allowed to show a girl wearing a brassiere which complete!} covers her bo-oin. Leeds told SPONSOR that there were 333 brassiere manufacturers at latest count, but that 16 firms do an i-ti- mated YV , ol the total business. \1- though brassieres account for .l', of all apparel sales, bra adver- tising accounts for 9.9' < of all apparel advertising. He said brassiere com- panies keep their sales figure- under lock and kej but that Exquisite Form i- number one in the world, and prob- ablj is number one in the I .S. Its closest competitor i- Maidenform. '" Advertising is ver) important in this business," Exquisite Form Presi- dent Reiner said. "Brassieres arc one ol the lew items ol apparel sold on a brand-name basis. About 939? of all bra- are sold under a brand name, lie said he founded I xcpii-ite form Mil. II \<.ii- ago. Now he owns 20 plant- in the I .S., four in the British ■ »les. I le bad just returned from op n- ing two new plant- in Britain when - 0 e with SPONSOR. Other big market- for his brassieres are Cuba, Vie ico, \ i'n vuel 1. Puerto Rico, Sa- lapan. -1 ONSOR talked w itli the l\ and ra- io network- to get the latest policies on ac< eptan ngei ie and othei advertising. While a tew years ago some ol the networks had Hat taboos nsl -ie h adv< iti ing, sin e seeing ommercials some have 1 hanged theii minds. < fthers said the) changed their "codes" a jear or! two ago, decided to accept products <>n a case-by-case basis. I be network- -aid the) follow tb< \ \K 1 1! code which doesn't < ite an\ product that -hould be positive!) banned. It mereh states that as a gen- • discussed in a famib living room -hould be ad\ elti-ed. To learn if anv other brassiere and girdle firms were planning to utili/. the air waves, SPONSOR talked with th. advertising departments of the lai 10 companies. Most of them said planned to watch tv with interest, but that the) contemplated no immediate l\ advertising. Flexees, Playtei Sarong all --aid the) had used t\ t< some extent but didn't contemplati adding t\ or radio network promt at this time, although Sarong is now using W VBC-TV, New York 1 • * * 666 COLD TABLETS {Continued from j> from some $200,000 in 1947 to aboi the .-.iiii 1.(11 mi level this vear. Vnd -ale- too have reflected the i- -ults of persistant broadcast advertis ing in their steadv climb. \ -mall ri- annually. and yet a steadv one in past seven vears: now at well ovet I million. Not that this (limb can be attribute) to radio alone, nor even to -beer ad vertising expenditures. Mather, it i due to understanding of the marki that (an be -old. and a choice of mes and media keyed to it. \ _"• pail ol t!ii- total media picture is i local newspapers. Here, the drug fin drive- the message home visuallv I here - relatively little reliance mm 104 SPONSO how to tie up a market One way is to tie it up in colorful ribbon. Burlington Mills Corporation, located in the Prosperous Piedmont, manufactures enough ribbon each year to tie up all the major markets in the nation. But the realistic way to tie up the Prosperous Piedmont into one solid sales package is to use WFMY-TV. That way it stays tied! Since 1949, WFMY-TV has been the key salesman in this top TV market. Here in the Piedmont section of North Carolina and Virginia, agriculture, tex- tiles, furniture and other booming industries tie . . . into one package ... a 2 billion dollar market for your product. WFMY-TV's coverage of 1,733,700 potential TV viewers in this 31-county gift-wrapped package means bigger sales and profits for you. To tie up greater sales in the South's Prosperous Piedmont, call your H-R-P man today for the story of the giant-size package marked WFMY-TV. IN OUR 0T NOW IN OUR I YEAR OF PROGRESS n Basic Affiliate GREENSBORO, N. C. Represented by Harrington, Righter & Parsons, Inc. New York — Chicago — San Francisco 18 OCTOBER 1954 105 displaj b) the Monticello 1 1, u. < o. B) ill" time the consumer walks into a store, the demand for 666 must be firm in his mind. \. wspapers are used t" make r« og- niiK.ii visual. The message thai be - m lull- eating breakfast oi resting .ii i ii < omes back i" bim during the evening when be look- .ii bis "»n local newspaper. Monticello buys Bmall 28- I i ii<- ;ul- in the l"< .il dail) and weeklj papers to insure its radio pre-sell. It - iln combination that has boosted up the sales: <>"'. f"i radii, to do 1 1 1 « - pre-sell; 10' i in newspapers to insure the messa In each instance, with radio and newspapers alike, the drug firm harp* on local media, who speak the lan- guage id the markel the product seeks to penetrate. "W e fill the nerd for identification with the local tastes by choosing local media rather than with a program of our own," Jim Roberts says. "The local station, and also the local news- paper, have already created confi- dent e in them. We take advantage of the pre-established personality of these media, and use our budget for fre- quencj impact instead." 7/njt d a It Ml Spictanular I In- pattern is a general one in the cold remed) held, and it i- logical in view of the confidence-based product thai drug arms sell. In man) ways, a radio announcer who is celling a pro- prietarj take- the place oi the local phj -i< ian oi the phai macist. It'- im- portanl therefore, that nol onl) his message but his Btation be keyed to the local taste. Proprietar) medicine firms have ni/ed this need, and ha\e there- fore general!) stayed with Bpol adver- tising. It isn't the brand onl) that the) sell against -till competition in the field, hut confidence in the very product that they push. This pattern then applies not onl) to cold remedies, but to cough syrups, linaments. diges- tive aids and headache powder- too. But just as cit) Living patterns have been changing since the war with the move to suburbia, so have the di-tri- luitioti outlets of the rural products changed. The bulk of Monticello sales still stem from the rural area — some 70%, in fact. But there too the habits have undergone a change. Many pro- prietaries that were found only on the drug store shelves less than a decade ago are sold in supermarkets today. \t the moment, supermarkets still ac- count for a small part of 666 sales, but penetration is increasing just the same. There, in the supermarkets, Monti- cello is confronted once again with the battle for shelf space and the competi- tion of the giants in the field. The firm cannot spend huge sums for in- More displays. It relies virtually com- pletely on the direct sell to the con- sumer. And because of this factor, Monticello stresses stations with broad mass coverage rather than relying only on special-programing adjacencies. ''When people went only to the cor- ner drug store. we were able to pin- point our special audience." Robert says. "But today more people than ever shop in supermarkets. It's this ma--i\e audience we want to reach." Monticello Drug Co. first tested ra- dio in 1 * > IT. |p\ splitting it- lies! mar- ket- geographically. In Texas, Arkan- sas ami Louisiana the firm used radio annount ennui- pi in< ipall) . In the Southwest the) stayed with the tradi- tional newspaper advertising only. \\ ithin -i\ month- tin results had be- come apparent The Southwest, with radii', had climbed Easter percentage- wise in sales than the newspaper-onl) ureas bad during same tesl period. Monticello, through its agency, Charles \\ . Hoyt, did not stop experi- menting there. They had seen tin prool that radio reached into the a when- the 666 customers were. The testing now was aimed at finding out the proper combination of air effort to make the sales climb. Toda\ this pattern is local radio in the small markets, and in the metro- politan centers, a combination of the large-co station with mass ap- peal plus the specialized station n inu consumers Monticello has always had. "In New ^ .irk. for example, we've followed the farm bo\- and the South- ern town worker- with adjacei near the programs the\ still listen Roberts continued. The New ^ ork schedule today calls for annou ments over three Negro-programing stations: WW III.. WLII5. WW JR. Monticello Drut^ Co. has n< strayed too far from it- own origin. Born in a Florida pharmacy som< vears ago, 666 cold remedy was <»rigi nally sold as an anti-malaria prescrip- tion because of its quinine conti later as a cold remed\ . hut for a long time principally in the South. Onl) since World II, when masse- n into the large industrial centers of the North, did the firm follow it* custom- ers into cities like New York. Chi- and Los \nO Cold Tablets i 12 i at 25c; 666 Cough Syrup, (4-oz.) at 59c; 666 Salve, (1%-oz.) at 35c; Rub-My-Tism Antispetic (3-oz.) at 59c. Sonic }>()', of total sales still derive I icmii the two sizes of liquid 666 Cold Preparation. Over 8'/< of sales are in 000 Malarial Preparation, which is promoted separately in special malaria areas during 13-week radio campaigns KWKW ES LA PREFERIDA De Los Latino-Americanos En Los Condados De Los Angeles y Orange — which means — KWKW is the choice of Latin-Americans in Los Angeles and Orange Counties A survey of 696 completed calls made in Spanish to Latin-American names chosen at indom from Los Angeles and Orange County telephone directories showed the following' 1ST CHOICE IN STATION PREFERENCE KWKW 66 1/2% 2ND STATION 7 1 2% 3RD STATION 1 % 4TH STATION 32 3% 5TH STATION 32 3°0 MEXICAN STATIONS 3 °o KWKW Pasadena - Los Angeles New York Representative RICHARD O'CONNELL, Inc. at the height ol the malarial season. Dining the jia^t 1(1 years, close to an- other K)', I ia- been coming from (>(>(> Cold Tablets. The other products are not advertised. Virtuall) 95$ of the total budget i~ devoted to promoting the cold remedy, and both the liquid and the tablet form are lumped together as described in the Bample commercial above. Monticello's expansion is anticipated not in terms of products added to the medicinal line only, although experi- ments continue at the firm's Florida plant. "'What we want to do is to reach more of the same customers we al- ready have," Roberts told SPONSOR, "And we have found that spot radio can spearhead our effort there."' * * * 15% COMMISSIONS [Continued from page 30) ti\es have had years of theatre, movie, radio and television experience, amounting in many cases to more show business training than the actual pro- ducers assigned to the show. A measure of the importance the agency attaches to control of a pro- gram package is the type of agency su- pervisor assigned to the show. Erick- son recognized the problem when he said : "We can have the finest contracts in the world, drawn by the keenest law- yers, giving us absolute control of our packages but this control will be noth- ing but a piece of paper if the man we send to service our accounts does not have the stature for the job." This point of view was seconded b) packager John Gibbs, who addressed the same 4A*s meeting. He said : "Control isn't a theory, or a para- graph in a contract. Control is a man. "Take the question of keeping a show sold, a problem that involves the interpretation of ratings, watching the audience trends, the cost per advertis- ing dollar — all those technicalities that actuall) are more than technicalities, rhese require something beyond a statistician, . . . The) must be inter- preted, and. as we all know in our calmei and more reflective moments. the) mii-i be taken with a grain of salt and a pound of human understanding. I .'I this \ on need not a calculatoi or a slide-rule artist you need a man. I.atei mi in hi- speech, Gibbs said: "There's something weird about send- ing a $100-a-week boy to tell a $2,500 man how to do his work. There's waste in there somewhere; either of the hun- dred dollar-, or possibly the $2,500 — depending on who win-. One big factor in the advertise! - questioning of how much work the agenc) does in show servicing is the role of the networks. The agencies themselves fear network program crea- tion tend- to freeze them out. Even in the case of packages created outside the network-. Erickson pointed out. most of them are network controlled; that i-. the -how- cannot be moved to an- other network. This is because the packager, though he may want to deal directlj with the agency, finds it easier t< do business if he works through the networks. This wa\ the packager finds his wa\ smoothed in getting a time slot, can get capital to make a pilot film or kinescope and also benefits from the network sales staif working for him. One agenc) account executive, work- ing for a client who bought one of the big new show-, complained: "\\ e re fighting the networks like hell to get some sa\ in the program. Those net- work boys don't seem to want us around. We even have trouble when it comes to commercials. ^ ou should see how thev were going to spot the commercials on one show. If we hadn t stepped in, the) would base run two of them within two-and-a-half minutes of one another. \ producer at one of the top two networks agreed with the letter but not the spirit of the agency man's com- plaint. "Yes, it's true that producers of the big -how- sometimes try and keep the agenc) out. But when you're putting on a book show what's the agency going to contribute? A lot of these book -how- are versions of Broadway shows. Once the agenc) and client o.k. the show. the\ can't do much more. The\ can't rewrite it. Oh. the agencies have a voice in some of the I roblems involved in putting the show on. We discuss things with them. But there's not much reason for them to be involved closel) in production. \ man with long experience in the program business cited another facet about agenc) program servicing. "In the halcyon days of radio, he said, "the agencies were reallv crea- tive. Some of the top IV ! housi dav were made bv the talent thev built and the shows thev produced. There 108 SPONSOR Delivers a greater total audience and builds distribution for you faster than any other Atlantd television outlet . . . because WSB-TV is CHANNEL 2- 1062-FT. TOWER — 100,000 WATTS wsb-fv Atlanta, Georgia Represented by Edw. Petry & Co. Affiliated with The Atlanta Journal and Constitution 18 OCTOBER 1954 109 i !• isone i"i ili>- agent ii - keeping awaj from program packag- toda) but I iliink ili.ii .1 l"t oi ad- ■ i - tend i mpare toda) - agen- v\ 1 1 1 1 \ esterdaj *e agen< ies. Some clients probabl) feel thai toda] b agen- . ome «'li b» ond l"--i in tei me "I . reative woi k. "How ' ! and some don't.1 Manj - | K | Ii i "iii- plaints that the networks are trying i. |iu-h them aside. \n agent \ super- v isoi on "in- "I the M'>< I \ -| e tacu- I. .i- -;iiil be was intimatel) involved in ever) aspect of the show, From the orig- inal show i watt Ii ovei the interests ol it- < lienl and it • hould do bo. \«K i-i tisei - quei ied said amen t" the above sentiments. The advertising manager <>f a large tobacco i ompan) added thai the clienl too can some- times be blamed foi in>t making cleai that it expects it- interests to be watched over from beginning t>> end. Hi- said his compan] insists the agent j puts it- finger into every aspti t of it- h program. \\ hile sponsors are aware in general that there i- a good deal of work in- volved in supervising package-, there i- -till the insistent attitude that some multi-million dollar video network shows don't require nearh the amount oi supervision to justif) IV, commis- sion mi show costs. However, there is no evidence that sponsors are attack- ing tin- IV ! concept itself. Listen to how one important adver- tising manager puts it: "Our agenc] gets a I -V ! commission on a show that i "-t- nearl) $5 million a year, That's I "tli time and talent. That mean* the) get paid nearly three-quarters of a mil- lion dollars in commission. The show has been running for some time and while there are lots of headache- and midnight conferences there aren t $750,000 worth. "Hut we're not complaining. We get i. hack in othei wax -." I lii- balancing "I sen it es b) agen- - who handle network t\ shows is i"t uncommon. I he agenc) that han- dles a lot "f spot for it- client some- Limes does so at a loss and the client. therefore, feels that if the agenc) is able i" gel a little extra out of a t\ network show commission il deserves the inollev . Where spot buying cannot balance tie supposed "excess" profit garnered h) the agen \. there an- man) other ll -el \ I e- the agenC) i .11) tlo. It undei w i ite the < o-t of a consumer survej that it might otherwise pa-- on ti the < lieni. Ii i an id gel about bill- the i lienl foi some spet ial researt h studies undertaken b\ it- media de- partmenl "i -nine outside firm. This method suits the agency's ac- counting procedures, since in • analysis the agenc) u-ually break- down expenses b) client rather than l\ medium. That i-. agency coal ac- counting trie- to find out whether the agenc) make- mone) on each client, rather than each medium. I o find out whether a particular net- work show i- profitable i- a compli- cated matter. For example, if a tv a n ert ial i- used in both network and -pot. bow would the cost be brol down'.'' It could be worked out. of com but agencies aren't too anxious to pel into that kind of analysis and fail It see what would be gained if the\ di< get the answer. If the sen icing of ea< I medium should be self-supporting might mean that the commissioi spot would be one percentage figurat ond the commission on network other. If such a polic) i- < arrie. it- logit al extreme, the commiss tern would probabl) become undub complicated. Ageni ies base their own ideas abou how profitable each medium is in gen eral. The assistant treasurer of oi the top radio-h agencies told spons "Here's m) opinion, for what it worth. The national media are n profitable for the agenc\ to handl. than local media. Network- and tional magazines are more profit than daih newspapers and spot. Ma. azines are damn profitable, netw t\ is prett) profitable, so i- netv radio. Newspapers and spot are Ies profitable than the "ther-. i <>u ca: lose on local media and \ ou can lo- on such a medium as trade magazines W i ret ently placed an ad in an ii < lu-trial trade magazine and got a I commission on it. 1 assure you w didn't make mone) on that. But tha doesn't mean the answer is to rai> the commission on trade magazine atl vertising. We can make it up on Saturday Evening Post spread. \n agent \ treasurer, also from on of the top radi"-t\ agencies. >aid "Sure network t\ i- profitable, i enough air time i- involved, that i^ But I'm not ashamed to ret ord tha profit now. We lost plent) on t\ in th earl) days. It's always that wa\ wit a new medium. The agenc) has t experiment and -tail the departmei w i t li well-paid people. W e don t commission on that. The same thin i- happening, though perhaps to a le< ia r, no sponso Ihat can you do with $296? For $296. you have dozens of choices. You could buy a new set of tires for your Hispano-Benz. Or take a modest flyer in some Uranium stock. Or even send your better half on a shopping spree! Bvit if you're interested in a real radio buy, just remember this: II WOAY, $296 will buy 13 quarter hours! WOAY, Oak Hill, is West Virginia's second most powerful station. WOAY covers 2 1 West Virginia counties. WOAY delivers a total Nielsen audience of 102,200 radio homes — an average daily Nielsen audience of 51,320 radio homes! Write direct for full details. WOAY OAK HILL, WEST VIRGINIA Robert R. Thomas, Jr., Manager 10,000 Watts AM-20,000 Watts FM WEST VIRGINIA STATION COVERAGE DETAIL Radio Homes in Area NCS Area No. of Coun- ties DAYTIME 4-Week Cum. Weekly Average Day NCS Circ. % :;; NCS Circ. %* NCS Circ. %* 20,370 FAYETTE 1 18,490 90 18,220 89 10,150 49 18,190 GREENBRIER 3 15,490 85 15,130 83 6,720 36 66,940 KANAWHA 1 10,310 15 7,180 10 4,410 06 14,570 LEWIS 4 3,110 21 2,280 15 1,680 11 18,260 LOGAN 1 2,780 15 1,960 10 1,020 05 19,440 MERCER 1 8,000 41 6,480 33 3,990 20 14,290 NICHOLAS 3 11,450 80 11,080 77 6,620 46 23,930 RALEIGH 1 20,220 84 19,610 81 8,540 35 12,290 ROANE 4 2,720 22 1,990 16 1.460 11 16,750 WYOMING 2 9,630 57 8,610 51 6,730 40 225,030 10 TOTAL 21 102,200 92,540 51,320 *=% of Radio Homes in Area 18 OCTOBER 1954 111 .1 extent, h itli color t\ . "I've beard "I .1 < ase 01 two w here less reputable agen< iee 1 onsidei net- work t\ profitable enough to Forego the • ommission on program 1 "-1-. though, not, "i 1 ourae, on time 1 "-1-. I he) 're hung] s l"i business, ma) be, bul 1 don'l think that's smart .11 all. It doesn't prove t<> me thai we're get- 1 ng 1 • •• > much monej when we gel a . ommission on show 1 osts. \ll it proves is that the agenc) that doesn't take the commission is just showing itself up .i- an ei rand bo) . It can i be making enough mone) il ii makes . ii> at all i<> do a job for the client. 1 In- agenc) 1- abdicating it- Function an as advertising 1 ounselor. The question "I whethei agencies ■ ai n their < ommissions on network ts program costs 1 ould well be answered li\ whethei agencies are making more r 1 n > 1 1 < • \ now than the) used to. This is mil eas) t<» pin down. Even if all the figures on agenc) | ► 1 » > i 1 1 ~- were avail- able whirl) the) are not compari- sons are not eas) I" work out. The same agencies must be compared. I heir size must be taken into account and so must the percentage ol network t\ I illiiiL:-. KETV bay city television san diego, calif, news letter Deai I ime l>n\' 1 : bigg< si h'w - in teles ision i- in th« San Diego telepulse for August. Ii -11 spec! u 11I. 11 Is demon- strates \ I I \ - 1 ommanding |m-i- tion that netwoi k executives minlit well .i-k themselves this question: "How 1 .in we, as networks lulls 1 ompete against an indepi • ■Hi T\ station?" \\ mill! sun like .1 weed tele* ision -• ntative to call .' \ 1 I S I I Ills Siilll -. h 1 I SN M K si 1 SI SN ( .' in 1.1I \l.11 I iguree gathered lis the 1 V's indi- < ate thai the over-all profit margin has been downward for tin* past 2<) rears. During the past In scar- there has nol been ver) much change. J 1 » * - <>ser-all profit figure has Bettled down to less than I', •■! lulling or between 6 and ", ' . i'l ji oss agenc) income. Ilow- ever, the agencies point out that the present over-all level ol profit ha- been held u|) mils b) carefull) watching 1 osts. One reason, agencies -as. that costs have been pressing on profits is the ii crease in the number ol sen ices agencies now provide. While it is true that mans of these services involve extra fees from the advertiser, the cost (A agenc) personnel to analyze and supervise these services cannot always he passed on to the client. And these experts, add the agencies, often come high-priced. One ol the best-informed men on the agenc) profit picture passed along this 1 pinion to SPONSOR: "If anv biji agen- C) i- making more than 1' "< profit on billings, il should a-k itself if it is gis- ing enough sen ice to it- clients." • • • ROUND-UP {Continued from page 7'5 1 Bvieily . . . So no one would Lift lost. Peter Krug, radio and ts dire tor of Calkin- \ H olden, had Gloria Fraser and Ger- trude (iilhooles paint these footsteps on the sidewalk (see below I. The foot- tel where the Red Cross blood donor drive recentl) took place. • • • Sponsors and agencies who want to do research in color television base been invited to u-e I)u Muni- coloi theatre in the network's Tele-Centre in New York. Ted Bergmann -as- a • ie- and sponsors can check their color films, trade mark- and slides in the • olor theatre. » » « Portion- of Citizen I S / programs, produced b) K'lW. Philadelphia, are now being aired l>\ the I . S. Informa- tion Vgenc) Broadcasting Service's "\ oil •• of America Broadcasts." The KA \\ program i- a weekl) 15-minute review of business news and feai interviews with business exei utives. * * • The latest coverage surves made In WNHC-TV, New I las en. w a- done with an airplane. The station- engii completed the -tuds in 20 flsinjz hours o\er a five-da) period, when -round inspection team after the same data would take three or four month-. The engineers found that the station's signal pattern was a perfect circle. (Please turn to jxiiie ]]') 1 I print- lead from 217 Park \se. (home ol (Ml . ml several othei agencies I . where Ki iu 1- 1 hail man of the blood donoi program, to the Roosevelt Ho- TV DICTIONARY (Continued jrom page 43) PEDESTAL (1) Least expensive type of camera mount or dolly in general use at most stations. Does not have boom arm. » 2 » Indication of picture voltage on "C. R. O." 1 oscilloscope » as- sociated with each tv camera chain. PENCIL TEST Photographing or film- ing rough drawings in animation to check the smoothness of the move- ment. PERFORATION Holes punched in the negative and positive film to let it pass over the sprockets of the camera and projector. These holes are used in the claw mechanism to pull the film down over the gate of the camera and pro- jector, picture by picture. PERSISTENCE OF VISION Ability of the to see something after it is gone. In tv it is this persistence of vision combined with the screen persistence 1 i.e.. the ability of the screen to stay lit for a second after the electron dot has gone) that make the figures more smooth. PERSPECTIVE (1) Audio: Relation of volume of speech-sound to the size of a speaker in tv picture '2' Video: The depth of the image. 112 SPONSOR PESTS Unwanted tv fans or hangers- on who frequent studios for auto- graphs, jobs. PHASE (IN PHASE) (1) When the shutter of camera or projector is mov- ing in correct relationship to the inter- mittent movement of the film so that it intercepts the light precisely when the film begins to move and allows the light to pass again precisely when the film reaches its next stationary posi- tion. (2) When the above is not the case, shutter and film are said to be out of phase. PHONE COINCIDENTAL Research technique used in radio and tv with phone calls to homes to determine the share, average, total audience and sponsor identification by Hooper, Tren- dex and Conlan. PHONEVISION Way of connecting a special signal over a telephone to allow you to receive first-run movies, other entertainment on your tv set on a fee basis. PHOTOFLOOD Light bulb which gives high intensity light as the filament is subjected to abnormal voltage. PHOTOGENIC or TELEGENIC Subject matter or talent which lends itself to the making of a good tv picture or photograph. PHOTOTYPES Stylized appearance, Victorian, Gay Nineties, English. as PHYSICAL PUNCH Tv scenes or situa- tions dominated by forceful physical action. PHYSICAL TIME Actual minute length of a television production. PICKUP (1) Origination point of a telecast. (2) The quality of picture, sound, lighting or acoustical values of a given sequence, action or talent in a tv show. <3) Electrical device or arm which picks up sound from a trans- scription. (4) To pick up action and sound by a television camera and mike and transmit them. PICK IT UP or PICK UP CUES (1) In- struction to talent, sound or music to respond more quickly when their cue comes. (2) To perform when a specific cue is given, perhaps by stage manager or cameraman. PICTURE The image telecast or ap- pearing on monitor. PICTURE GATE Opening in front of projector or camera lens across which the scene or film passes as it is ex- posed or telecast. PICTURE LINE STANDARD Number of horizontal lines scanned per second for each image or frame. Present U. S. television standard is 525 lines per image. -in the Detroit area! JSfrk 325,000 WATTS HERE'S WHERE YOUR MESSAGE GOES HERE'S WHO YOU SELL O In the Detroit area, CKLW-TV with its 325,000 watt power 85% of all families own TV sets. Of penetrates a population grand these 1,327,980 TV families CKLW-TV total area of 5,295,700 in which Channel 9 covers a total of 1,238,585. Adam Young Television Corporation CKLW radio: 50,000 WOttS at 800 KC. National Rep. J. E. Compeau President DUMONT and CBC CKLW-TV Guardian Bldg., Detroit 18 OCTOBER 1954 113 PIERCED I \ Lettering cut through an OpaqiM Or BOlid surface, backed up with translucent material and illuminated n oin the PILOT REEL A sample filmed produc- tion Of a program Bertes. PILOT PRINT Short strips a foot or two In length printed in color from the end Of each shot. Due to the cost of color work, the dailies shot in color are often supplied In black-and-white, but accompanied by color pilot prints or pilots. PIN To fix a particular meaning for the viewer. PIN RAIL Beams at sides of the tv studio to which wooden or metal pins are attached and to which the lines from the flies or lights are tied. PIPE Slang for telephone, pipe in here " 'Get me a P. L. Private telephone line to facili- tate more rapid camera setups and checking. PLANS BOARD A committee of an ad- vertising agency which is responsible for determining the general plans of advertising programs for its clients. PLANT To establish idea in the be- ginning of scene, situation or story to be referred to later. COMPLETE BROADCASTING INSTITUTION IN r\ii limona W M B G-» WC0D-™ WTVR-- First Stations of Virginia WTVR Bl-ir TV Inc. WMBG TK» Bol|in9 Co- in PLASTIC il» Plastic pieces: pieces of tv or stage scenery which are built in three-dimensional form to show and emphasize their quality of mass. (2) Plastic light: light which brings out the three-dimensional qualities of set, scenery or talent. PLATES Exposed film used for project- ing backgrounds in back projecting shots. PLATTER A recording or transcription frequently used as the audio portion of a silent film commercial. PLAY BACK Hi Reproduction of a soundtrack in studio during film shoot- ing to enable action or additional sound or both to be synchronized. (2) Playing a recording for audition or reference purposes immediately after it is made. PLAY OFF "Exit" music, background or otherwise used at end of comedy or dramatic scenes. PLAY ON Music used to bring tv per- formers onstage, usually when they are playing to live audience. PLAYING AREA Physical space in a studio occupied by set and talent in which scene is picked up by cameras. PLOPS Over-accented pronunciation of letters "B" and "P" resulting in dis- tortion of sound. PLOT Planned action of what hap- pens in a tv or radio dramatic or situ- ation show. PLUG <1) Mention of a name, show or advertised product. (2) Loosely speaking, the commercial. POCKET SHOT Picture to fill the gap between MCU and BCU. Usually cov- ers upward from the handkerchief pocket of a man. Extremely good for character searching effect of panning with action while he or she moves around set. It*s possible to follow like this with a pocket shot, whereas BCU might bring difficulty in keeping sub- ject framed and MCU might lose the intimate effect. POINTED WIPE Optical where a wedge- shaped area of one picture moves into or out of the area of another picture. POINTILLAGE A painting technique whereby a plane surface is built up. POINT-OF-PURCHASE ADVERTISING Any form of display or product identi- fication employed for advertising pur- poses in the retail store where the product is sold. POP-IN Superimposing title card or product on separated frames of picture at specific intervals: an effect similar to electric signs going on and off PORTABLE UNIT Field tv equipment which can be installed where needed. POSITIVE »1) Film in which the tone value of the picture corresponds to that of actual scene which it repre- sents, the dark parts of the scene ap- pearing dark in picture, and light parts appearing light. <2> A projection print from negative film. POSITIVE APPEAL The setting up of an incentive to experience something pleasant. POST-SYNCHRONIZATION Recording and adding sound to a film or kine after it has been shot. POT Slang word for any volume-con- trol dial or fader: may be calibrated in decibels. PRACTICABLE Real. Actually to be used in opposition to something fake, or that which is installed for aesthetic purposes. PRACTICAL Constructed tv scenery that can be used in a normal way: as a door or window that may be opened and closed. PREEMPTION Recapture by the sta- tion or network of an advertiser's time in order to substitute a special pro- gram of universal value. For example, when the President speaks he pre- empts the show regularly scheduled at that time. PREFERRED POSITION Specific pro- grams or spot times on stations which are preferred to and may cost more than less desirable time spots. PRE-SCORE 'li To compose and or record music for a film before the pic- ture has been shot. <2) Recording any sound before tv film is shot. PRESERVATIVE Waxy substance to lengthen the life of film by protecting its face from scratches and from be- coming dry and brittle. Also called lacquer. PREVIEW 1' The show or program rehearsed before it is televised; also, a dress rehearsal or warmup session for studio audience. (2) To give a sam- ple of a tv show. PRIMARY BOYCOTT Action against employer with whom dispute exists, such as urging sponsors to leave struck station. PRIMARY COLORS Colors of red. green and blue because their additive mix- ture will reproduce most saturated col- ors. (See Special Color Section.) PRINT Positive copy of film from orig- inal film negative. The true picture. PRINTER Device for carrying out the process of printing. Film printers are classified as the following types: Contact printer For contact printing. -' fit I - SPONSOR Continuous Printer Device in which the printing and the film ai-e moving continuously. Optical Printer Printer in which the printed image is transferred to the film to be printed via an optical sys- tem. This is used to produce optical effects since it allows modification of the original image. Step Printer Printer in which the modulating and modulated strips of film are moved intermittently frame- by-frame as in a camera. PROCESS film. To develop and fix exposed PROCESS PROJECTION A studio tech- nique where the actors, sets and props in front of the camera are combined with a background consisting of a translucent screen on which a picture (moving or still) is projected from be- hind. Also called back projection, back- ground projection and transparency process. PROCESS SHOT OR OPTICAL (1) Film combining real photography with pro- jected backgrounds, or model set or drawing. (2) Shot in which special process such as Dunning or Schufftan is used. Example: A scene is projected from slide or film on the rear of a translucent process screen while the camera picks up live action in front of the screen. For new tv process shots see Schufftan and Vistascope. PRODUCER (1) Guiding figure in charge of all the work involved in the telecasting of a show, spot or film, and who bears the ultimate responsibility for its entertainment value and com- mercial success or failure. (2) Film producer: the top executive authority, or overseer, on a film production, whether he owns the show, is produc- ing it on order as an independent contractor or acts in that capacity for a network or syndicator. PRODUCT-USE STUDY A statistical measurement of the use of a tv spon- sor's products among viewers and non- viewers to his show. See Herb True's Tv-SI Study for Chicago, 1951. PRODUCTION Another generic term, usually referring to the building, or- ganizing and telecasting of a tv show. PRODUCTION FACILITIES or FAX All the physical and material requirements of a television program; including sce- nic design, construction and execution, painting, art work, wardrobe, makeup, properties, tilling and special effects, both visual and sound. PRODUCTION MANAGER Also called production director. Individual respon- sible for supervising and coordinating of efforts of various specialists, station and agency engaged in the creation of a show. 18 OCTOBER 1954 115 WTRt ALBANY SCHENECTADY TRO^T de/ivets 114,000 UHF F(muli€i ivt tke 29 tk •Retoif Mwdtel SEE YOUR HEADLEY-REED Man SOURCE ON REQUEST BIG GAME are moving down. There's STILL time to SELL Hunters IF You RADIO and TV your message in a 1-2 sales punch in WESTERN MONTANA GILLPERNA, ,*p» MISSOULA, MONTANA PRODUCTION TIME The time actually consumed in the telling of the story on the air in contrast with dramatic time which refers to the period of time the story covers. PROGRAM 'It Commercial program: one paid for by the advertiser. (2) Sus- taining program: one supported wholly by the network or station and offered gratuitously in the public service by the station or network. PROGRAM BALANCE Proper arrange- ment and effective planning of musical, dramatic, other elements in tv show. PROGRAM EFFECTIVENESS Degree to which a tv program meets viewing ex- pectations and achieves sales results anticipated by sponsor. PROGRAM OPPOSITE Competing show- telecast over another station at the same time and in the same area. PROGRESSION The series of actions after the exposition where the forces of conflict come together. PROJECTALL An opaque slide, usually 3" x 4" for projectall machine. PROJECTION TYPE RECEIVER A tv re- ceiver using optical projection from a kinescope tube onto a large screen. PROJECTING To increase the volume of the voice so as to be more clearly heard at a distance. Talent off mike projects in order to be heard. PROJECTORS Used in tv for stills. Bo/op Takes cards or opaques 'not transparent > only. Size of cards, also called Balop cards, usually 3" x 4" or 6" x 8". Projectall Gray telop and multiscope usually take both opaque cards and transparencies or slides. Size of cards usually 3" x 4"; size of slides or trans- parencies 2" x 2". Slides may be made on 35 mm film, on 3V4" x 4" glass or on film cards and come in double frame, meaning two 35 mm films on edge: and single frame, meaning one 35 mm film on side. PROP PHRASES Phrases in dialogue with a high informational content for the viewer. PROP SET A set with details which suggest a complete environment, as op- posed to one which makes a literal presentation of the location. PROP TRUCK Portable cabinet in which smaller props, hand props and or sound effects are wheeled to and from a studio. PROPERTY MANAGER Individual re- sponsible for obtaining, and who usu- ally looks after, the properties of a show, station, agency. ( fficf ioimrt/ <'oii(iiui<>\ nvxt issue) 116 SPONSOR ASKS {Continued from \>age 63) I think the answer is now a matter of record — the highly successful record of our largest national advertisers who prefer Custom huilt musical commer- cials over public domain tunes — 20 to one ! MEMORABLE MELODY A MUST by Charles J. Batch, Jr. Baach Radio & 7 i ProdtU -liana, Ve* V ark I don't know if making a sin commercial b upon a public domain tune would l>e in "poor taste." It might be in poor judgment, how- ever. The melody and the word- must not only go together, but also the) mugf be easily remembered. Then when the prospect is humming a tune to him- self, he will stop and a-k. "\\ hat- that? What am I humming?" He remembers. "Oh. yes, it's the Stall- more Six auto jingle. . . ." So that's the reason memorability is important. \ow when some gu) (someone with a small budget, I mean i takes a pub- lic domain tune, he says. "Here- a memorable tune. I'll just have w written to fit the music. . . ." If he does that, he'll save money. He'll only have to pay a lyricist. \nd it's pretty obvious that if it's a tune the public knows, it is a memorable melod) . There's just one drawback. Too of- ten, when humming the tune after the commercial has been on a few w< the public will not remember the new lyrics. The) ma) think only of the original 1\ ri< s. But — sometimes a public domain melod) will work. Sometimes it seems jusl right For example: \n advertising agenc) came to Ofl and wanted us to create a singil musical commercial for Westrainstet socks. After thinking about it for awhile. we decided that an obvious commer- cial would utilize the tune played bj the Westminster Chimes. We suggested this to the agency. The agenc) was rather surprised at oin selection. "'Oddly enough," the SPONSOR agency told us, "we just did a survey for Westminster socks. We asked peo- ple what they thought of when they heard the word 'Westminster'. Be- tween 87 and 88% of the respondents said they thought of the chimes." The jingle campaign was a big success. Many years ago there was an offer made to any composer. If any composer could create 16 bars of truly original music, he would receive a large prize. That offer still stands. No one has been able to write 16 bars of truly original music. That's because there are only so many combinations of notes. So what composers some- times do is simply draw from the best. They sometimes take four or five of one song, a few from another, and tie them all together. Now those com- binations must be melodically and log- ically tied together. The result — if it's done right — will be a memorable tune. It will sound original. But it will, in fact, be based upon public domain tunes. I don't recommend this procedure. I'm merely saying that I think it is possible to base musical commercials on public domain material and still produce something that will be in good taste and sell the product. IT'S POOR BUSINESS, TOO by Charles "Chuck" Goldstein President, Goldswan Productions, New York To my way of thinking it not only seems poor taste to use pub- lic domain tunes in musical com- mercials, but al- so it is poor bus- iness. The poor taste aspect of this rifling and pilfering of public domain tunes for commercial purposes is Janus-faced. Looking at it from one profile, it is poor taste to infringe on the nostalgia associated with many public domain tunes. On the other side, it sets up listener resentment to- wards those commercial users who seek to exploit the listener's emotions by using familiar tunes. This emotional resentment may reach such proportions frequently that loyal buyers of a product will turn from it to become its bitterset detrac- tor. Not only will they buy any prod- 18 OCTOBER 1954 uct but that one product using their favorite tune, but also they will be- come most vociferous in expressing publicly their deep resentment against the .product using a favorite tune With great disdain they shred the rep- utation of the advertiser by pointing out his lack of originality so obvious- ly that he must resort to musical chi- canery to attract the attention of lis- teners. In a living room of product buyers — and all social gatherings in living rooms are product buyers — this type of criticism is death to a sale. Nor is it one-time death. It is a death that lingers frequently long after a sponsor has changed his public domain swan song for an original musical trade- mark. Perhaps, my oppositional view on the use of public domain tunes may strike some SPONSOR readers as to be "taken with a grain of salt" coming from Goldswan Productions, Inc., a firm that takes pride in its musical commercial originations. Naturally, you might say, as president he takes this stand because Goldswan has a financial slake in original musical com- mercials. But the truth is that public domain or original, the cost is the same. For not only must Goldswan's staff do research on the vast number of public domain tunes in order to suggest the tunes whose rhythms fit the product, but also to protect the sponsor's investment, Goldswan adapts the tunes to give the sponsor clear and distinctive identification. The basic point, however, of this whole question has not yet been touched upon to my knowledge and experience. And that is the original premise that gave birth to the musical commercial as a successful selling me- dium. Perhaps, you can recall the days when newspapers and trade pa- pers were ranked with polls that tab- ulated listener resentment to the 'talked at" spoken announcements. To counteract this resentment, the "sugar-coated musical commercial bro- mide" was concocted. Certainly, it has proved not only more palatable to swallow than a "talking down" drone. But also it has proved more successful as a selling medium than any lure yet devised, despite its critics and its de- tractors. It is unfortunate that many sponsors and agencies seem to have lost sight of or forgotten this important fact. BIGgest TOWER TOPmost POWER in the Heart of America I KMBC-TV, the BIG TOP station, dominates the Kansas City market as no other station can! Using full 316,000-watt power and 1,079-foot tower, Channel 9 covers thousands of additional TV homes. For cov- erage details and choice avail- abilities, see your Free & Peters Colonel. Note : full-power, tall-tower operation from Sept., 195/f. FREE & PETERS, INC. National Representatives Basic CBS-TV affiliate V KMBC Building, 11th & Central Sts Kansas City, Missouri KMBC-TV HB The BIG TOP Station in the Heart of America KMBC — Radio, Kansas City, Missouri KFRM — Radio for the State of Kansas MEMO TO MEDIA BUYERS: WRBL Radio and WRBL-TV are the ONLY media in Columbus with "AREA IM- PACT"! The only means of delivering your clients' messages to 92% of ALL homes by radio and to 50% of ALL homes by tele- vision . . . and, at lowest cost- per-thousand. WRBL AREA is IMPOR- TANT in the Southeast! Population ... 636,000 Families 150,000 Radio Homes 138,000 Car Radios .... 82,000 TV Homes 74,000 Retail Sales (000). ..#360,500 E.B. Income (000) .. #670,000 AM FM COL UMBOS, GEOZ&/A CALL -HOLL/NG>&E&y 117 . OMAHA 590 5000 Via"! Insurance Building JOHN BLAIR & CO., Representatives EQUIBED i:n 1 HE M'T OF \i (.1 si 21 1912, IS Wll MM l» 1IY THE \. i - 01 M Ml' n i\N ULY 2, 1946 (Title I Section 233) BHOWING TBE OWNERSHIP, MANAGEMENT, LND i-ihi 1 I. \ IION OF 8PONSOB publl tied I >l Baltimore. 1. The names an wood. Calif.: HetV) \ . Judge M s. Kron- \ C.i Nn nil K- ■ Waah- Va : r, \\ liiiHin ■ • . Jerome ; Catherine B. Koste. N ■> . William B. Wolf. Washington. ■ : Ber- r- known ba tgageei. and ""trtgages. or I PingTinhl I and 3 Include, in ,.-.-. where - upon in any K-Ung: ifflant'i full kn,-»lr.luf aa appear • r than that Bernard Piatt .nager. S,i ..rii -I \l. \l , re me this ltih .lay \lu-i< proved t<> be the open sesame foi the -ale- message. tad music — loii^; known i«> soothe the savage breasl will continue to 1"- the open sesame it the industry exen ises originality . entertains, ami above all uses good i.i-tc. These are the three ingredi- ents "I a musical commercial that guarantee a maximum of memorabil- ity which leads to increased sales. It- true that a public domain tune does bave memorability, hut for the tune used and not for the product being sung about. To illustrate: If one were to use '"London Bridge I- Fall- ing Down," the natural reaction would be for people to sing the lyrics of "London Bridge." rather than to asso- ciate the tune with 'V bread, oi "Y" car. Furthermore, a public domain tune belongs to everyone and several spon- sors will use it and for as many dif- ferent prodii. In short, it doesn't and cannot belong to any one specific product. For example, recent 1\ a coast-to-coast show using multiple -pon-orship had two different spon- sors using "Skip To My Lou" on the same program. Fortunately, both agen- cies and sponsors learned of this du- plication before air time, thus avoid- ing an embarrassing situation, to say the least. Perhaps, it seems redundant to point «'iit that sponsors who buy musical commercials usually have a fairly large spot budget; yet the least part of any budget is the cost of the musi- cal commercial that is to influence peo- ple and to increase sales. It seems rather short-sighted for a sponsor to spend hundreds of thousands of dol- lars to advertise a public domain tune that a laundry in North Carolina, a department store in Texas, a brewery in Michigan and a detergent in Cali- fornia arc using at the same time that he is trying to sell his mild maple pipe tobacco nationally. This is by no means an exceptional occurrence. Both !•"-<• regional and national -pot users bave experienced this loss of product identification through the overlapping Use i originators "I radio and tele- vision musical commercials on this subject, we can agree, I think, as con- sumers. Vs consumers, we expect a film, a drama, a comedy, or a play ti entertain us. If any of these media flagrantly and obviously play on oui emotion-, our nostalgias or our loyal- ties for the sake oi a tear, a laugh or a sale, we not only consider it poor taste but we bridle with resentment, l el there are \\a\- and there are ten- ia do all these things. And the u that usually succeed are those with a touch of subtlety. The same is true ol the use of public domain tune- in niu- sical commercials. NEW SONG GOOD BUSINESS by /> 1 1 /»«■;•/ Stmde President, Song Ids, Hollywood 5^ "\\ ho - to ^ what'- had taste Pope coined .1 *• * neat one: "Talk what \ou will o , ^ taste, you n pf ML find two tif a fa. -U as -non as two o a mind." Sure, w< that putting a woof-woof, arf-arf l\ri- for Doctor Rabies Dog Food over th. melody of Mohr-Gruber's "Silen Night. Holy Night" should be de plored. Song Ads promises ne\er t> do it. In fact, here at Song Ads consider the use of public domaii tunes solely from the practical stand point: Are they good for our clii \\ e say they aren't, except when yo> come across those one-in-a-millioi ■"natuial-" such as "In M\ Merry Old-mobile."' \n easily recognize* public domain tune like, say, "Jingk Bells or "Turkey in the Straw has I revolting habit of conjuring up in th< listener- mind memories of the origi nal lyrics. If he is thinking of I lyrics, he cant be paying much atten lion to the advertiser- message. Oi perhaps he i- trying to remembei "where did I hear that tune before while the commen ial copy is bouncing off his eardrums. No good. Thi> reflexive tendence of the mem or\ i- authenticated in great detail b\ LOUISE FLETCHER SELLS THE NEGRO HOUSEWIFE VIA WSOK NASHVILLE, TENN. 118 SPONSOR Professor Eric Von Heffling in his not- able clinical study, "Associative Quo- tients of Remembered Melodical and L\ rical Stimuli" as reported in the Sew York Journal of Psychology (May 1948, pp. 47-58). When we at Song Ads create a radio or television jingle, we want the listener-viewer's mind to be concerned exclusively — and pleas- antly— with our client's message. Anything — conscious or subcon- scious— that interferes with the com- mercial's impression is, in our judg- ment, not good. An original song is good business. It creates a musical trademark that is as personal to the product as the product's own logo, and when it is heard, it has only one identity and no conflictions in the listener's mind — conflictions such as arise with various public domain tunes that are used for many different products by advertisers in one market. Consider this bizarre situation. The public domain song, "Annie Laurie," was representing seven products simul- taneously in one Southwestern city a short time ago — it was not successful for any of them. Song Ads specializes in creating an original melodic trade- mark for each of it's clients that will have immediate identification by the melody alone. There are very few listeners — we have found — who cannot sing at least the first four measures of the Paper- Mate Pen song. The melody identifies the product immediately and subcon- sciously in the listener's mind and makes him conscious of the advertis- er's message in a pleasant way. In oth- er words, "The Melody Lingers On" for the product if it is a Song Ads original. Summing up, we feel that the use of public domain tunes for jingles may be bad taste. We know that their use is not good business. ROUND-UP [Continued from page 73) Former welterweight contender Chuck Davey has traded his boxing gloves for a microphone — the mike at ! WJBK-TV, Detroit, to be specific. As of 14 July, he launched a 15-minute • boxing news program, Chuck Davey's Corner, on that station, immediately following the Blue Ribbon Bouts. The G. H. P. Cigar Co., makers of El Pro- ducto cigars, is sponsoring these Wed- nesday, 9:45 p.m. stanzas. In photo 1 1. tor.) Davey; Gayle Grubb, WJBK- TV v.p. & managing director; El Pro- ductor executives Harry Stamm and Clarence Zimmerman. Hudson Pulp and Paper Corp.'s vear-long saturation announcement drive on WRCA and WRCA-TV, New York, will be supported by what the stations call the "most intensive point- of-sale promotion ever put behind a product in New York." Almost 10,- 000 week-long mass displays of Hud- son products have been arranged by WNBC-WNBT to tie in with air drive. Over 2,000 food stores are included in the plan. The stations will also distrib- ute samples of Hudson products to 25,000 women attending club lunch- eons in the New York area during the year 1954-1955. • • • VHF 240,000 WATTS Windy, the popular spirit of television in Central Kansas, id celebrating the continued success of the state's first TV station ! KTVH pioneered the field for 230,140 homes and continues to serve them best with programs of local and network origin. KTVH WICHITA - HUTCHINSON CBS BASIC-DUMONT Represented Nationally by H-R Representatives, Inc. CHANNEL 12 KTVH, pioneer station in rich Central Kansas serves more than 14 important communities besides Wichita. Studios and sales offices are located in Wichita (Hotel Lassen) and Hutchinson. Howard O. Peterson, General Manager. 18 OCTOBER 1954 119 M_ Billion Dollar FARM MARKET best reached by KSOO 99.53% of farm homes have radios! MARKET FACT NO. 3 One of world's richest farming areas. Land is fertile — productive. Average farm income $10,660 . . . over 50', greater than U.S. average. KSOO delivers saturation coverage of this Sioux Empire having $1,311,209,- 500 gross income in 1953. That's buying power! — best reached by KSOO. The Dakotas' Most Powerful Radio Station! SOUTH DAKOTA SIOUX FALLS' MINN. • KSOO ^X Sioux Falls, S. D. Nationally ( k-.ir ( hannel 1140 KC ABC Radio Affiliate 10,000 WATTS DAYTIME 5,000 WATTS NIGHTTIME Represented Nationally by Avery-Knedel, Int. P. KciiiM'fh ficiru. president of the Biow Co., on 1 January will become an associate of the agency, which then will he < ailed Biow, Beirn & Toigo. John Toigo, vice president o\ Biow, is the other new associate. Beirn is a Kansas City natiie, graduated from ) ale [class of '32), entered the advertising field two years later. He was associated with Dancer-Fitzgerald-Sample, Grant Advertising and I'edler & Ryan. In 19i8 Beirn joined Biow as a p.p., within a year he became executive v.p. He uas elei ted president in 1953. Frt'd >#t the Maytag ■ \ewton. lima, delivered his firm's first com- mercial during HU. Tl 's first telecast of the V football game {between Oklahoma and California* . In a low-pressure, institutional type of commercial, Maytag told viewers his firm was a family insti- tution. He described how his grandfather founded the company. Today, he said, the firm sells more ii ushers than any other company. This is Maytag's first major tv promotion : last year the company spent about $323,000 in magazines and newsjtapers. F.dgar C. Pierce has been named director hi radio and television operations of Geoffrey U title Advertising, Hollywood. He takes over the duties of Forrest Owen Jr., who recently was promoted to manager of Wade's A at ) ork office. Pierce has been Owen's assistant. He has directed the < !urt Massey Show and other programs since joining the agency in 1951. He's both a singer and an actor, has appeared many times in light opera and musical comedy at the Hollywood Bowl and Greek Theatre in Los Angeles. Laic fence Misser, cop) executive, is one of three new idee presidents oj Storm & Klein Inc. The other two arc George Balterman. account exi tive, and Frederick Widlicka, art director. V oversees all radio and tv inpy. One of his big± jobs now: Commercials tor Tintcx {dyes), Wim t) and Park & Tilford {perfumes, i osmetics ) . Relatively leu tears ago the three in I mints used newspapers, but they slowly shifted into air use until now all three put nearly 1001 oi their budgets into network tv and spot radio. 120 SPONSC ON THE AIR WITH 100,000 WATTS KLTV the only I VHF channel between Dallas & Shreveport JOHN E. PEARSON COMPANY RADIO AND TELETISIOX STATION REPRESENTATIVES JEPCO knows how tin- wind blows TO HOUSTON 200 Mi. 50 MILES 14 Counties Population 402,550 Homes 121,418 67 MILES 24 Counties 508,070 154,935 Retail Sales $378,675,000 $450,121,000 (Source— Consumer Markets 1954) new T. Channel II * Centered Around TYLER-IONGVIEW EAST TEXAS' fast growing INDUSTRIAL AREA LUCILLE LANSING-Owner MARSHAU H. PENGRA- General Manager BC BC NEW YORK • CHICACO • MINNEAPOLIS • DALLAS • LOS ANCELES • SAN FRANCISCO SPONSOR SPEAKS Network radio dying? Network radio Iki- just over ;i year to live, said a report | > u 1 >l i -h« -i I in The Billboard a month ago. Il was based i. n .hi anonymous agenc) - study for its executives and clients. Up till spon- sor's presstime no one from the radio networks had stepped forward to is- sue a rebuttal. Mark Twain once quipped that re- ports "I lii- death had been greatly ex- aggerated. But at least in their public utterances the networks have n<>t de- nied their own advance obituary. Perhaps no one wants to dignifj the prediction with a direct answer. But network radio's present 125-plus cli- ent- deserve -nine assurance that the medium thej are still buying toda) ha- more than 12 months to go before it disappears. \\ e think the networks have grounds Id providing the assurance. Some of the reasoning on which the anonymous agent \ bases ii- prediction seem- open to question. \ glance at network radio's roster i.l daytime client- -how- that there are lew wide open spaces (see sponsor's Comparagraph, 1 October). Are the network- going to -pill all tlii- business down the drain 12 months from now.' II the) don't intend to. thej should |>io\ ide < 1 it-lit- with some Btrong in- dication- that the quick death predic- tion is unfounded. \n NBC Radio affiliates committee i- working on a stud) ol network op- eration, attempting to evaluate what changes ma) be necessary. This com- mittee can t report too soon jf the air is to be cleared. Ml of the networks should be working to make clear what changes if anv the) are planning. The motion picture business toda) i- moving successfully through its bout with television. It has found ways to operate and prosper side b) -ide with t\. We don't know on what basis net- work radio will continue to operate. But even its existence on a conserva- tive scale is endangered when client- are allowed to lose faith that the me- dium will continue past 1955 or earl) 1 956. Since network radio is synonymous with radio as a whole in the minds of loo main sponsors, some will misin- terpret the agenc) prediction as mean- ing the end lor all radio in 1().~>"). Nothing could be less likelv . Collier's and ratings The current lead article in Collier's attacking tv"- ratings nee, I- t,, be j,ut into perspective for Collier's readers who are also admen. Collier's says sponsor "voiced suspicion regarding relations between some rating services and certain of theii customers." Hut (.oilier s i- in en or. It read something into a statement which was not there. One paragraph in a lengths SPONSOB article -aid customers pressure rating services in tin desire lor high ratings i2.'i December 1953, page 35). It .lid not -late that the relation-hip between -..me of the customers and the rating services was therefore suspect. Rather the point was made that the pie->ure "'put- a premium on higher ratine- lather than accuracy." There was no implication that the ratings are less accurate for one client than another. For over five years sponsor has I. .en campaigning to point out rating shortcomings and the shortcon ..f those who misuse them. Happily, over the years rating services have shown willingness to improve. Ha. I Cottiei s consulted us we migfal have added: ill all form- of rating researt b have a useful function if prop erl) used: i2i all forms of rating re- search, including those used to mea- sure readership of ads in Collier's. have their drawbacks 'a- SPONSOB pointed out in it- \ll Media Kvalua- tion Stud) I. \dnien should not be left with the impression that it's onl) in tv that ratings are less than ideal. Applause Piel's and calories I'iel - I.e. i .in. I it- agenc) . Ken) on & Bckhardt, deserve a toast from then fellow brewers foi a recent cop) change. Piel's commercials, which For a Ion- lime -tie--., I thai Piel's con- tained "less non-fermented sugar," now -late tli.it all beers an- alike in the number oi i aloi ies the) contain. I'iel - had nevei said in so man) woid- that it- I eei was less fattening, hut the implication had hen there. Now Piel's, while retaining it- "less N.F.S. theme, manage- to Use il a- a taste advantage only. Ii lake- , ourage t.> re\ ei -.- \ our held, paiticularl) when it- in public. How mam political figures, for exam- ple, have ever stood up and openl) modified a previous!) established po- litical claim? Hopefully other brewers whose ad- vertising is based on the self-destruc- tive contention that their beer i> less fattening will follow the Piel's lead. \n arresting appeal to the figure con- sciousness of today's consumer ma) pa) oil momentarily, but over the long haul il - the industr) which will end up w ith a shrinking waistline. \ percent ..I established beer drink- ii- ma) turn to your beer because \ ou convince them it'- less fattening. Hut what pen tut ol present beer drinkers • lie weaned aw.n from all blew be- cause \ou plant the idea that it's a "fattening'" beverage? And what per- cent of women and younger consum- ers will never tr\ beer because <>f all the talk about calories? Piel's adroit withdrawal from any connection with diet claims will be all the more constructive for the brewing industr] if it start- a wholesale exo- dus from the calorie circus. Toda) you have some beer- being sold on cal- orie-: some being sold along tradition- al lines: other- being sold b) a proC- ess of lampooning diet claims. I . ■ ry- one would be better off if the whole matter of calorie- were completely re- moved from it- destructive ass with the product. 122 SPONSOF Wet? &tg/eihtf Motets Are Mo /$zz/e\/ WNAC-TV BOSTON CHANNEL 7 316,000 WATTS WNAC BOSTON : LAWRENCE 50,000 WATTS Plus 28 YANKEE NETWORK HOME TOWN RADIO STATIONS Ask the Man from H-R REPRESENTATIVES, INC. The Yankee Network DIVISION OF GENERAL TELERADIO, INC. 21 BROOKLINE AVENUE, BOSTON 15, MASS. TE LEVI S I O NTATIVES ■W NEW YORK CHICAGO TLANTA HOLLYWOOD MISS M I L D * C 0 N C - « 0 0 M £74 L JOY 3 0 RCCK£F£Li.tfi PLAZA ^L '^A 1 J NEW YORK 20 N Y Vk ^^L J^ j magazine radio aid ti advertisers use lRk \ 1 Jj^l NOVEMBER 1954 50< per copy»$8 per yea RECEIVED NOV 1 1954 NBC GENERAL LIBRARY Radio's rarin' in Baltimore! ...and the BIG BARGAIN buy is still W-l-T-H 143,000 radio sets sold last year; only 48,000 TV sets! W-I-T-H's audience is bigger now than ever! And the rates are just the same. Last year more than 143,000 radio sets were added in the Baltimore area. Now — more than ever — you get a lot for a little from W-I-T-H. Baltimore is a tight, compact market. W-I-T-H covers all you need with top Nielson- at rates that make it possible to get the frequency of impact that produces sales. Get your For joe man to give you the whole story about W-I-T-H and the Baltimore market. IN BALTIMORE WHY THE SPOT RADIO DIP? page 29 Texaco back on network tv with new program, commercial approach page 32 Int'l Nickel finds spot radio does good public relations job page 34 I Tv Dictionary/Handbook for Sponsors: Part VII page 38 FARM RADIO-TV SECTION TOM TINSLEY, PRESIDENT REPRESENTED BY FORJOE & COMPANY Farmer mon than cii) foil page 44 r L HERMANN'S THE BEST FOODS, INC I II *- -A J - DOES A COMPLETE JOB SO DO HAVENS AND MARTIN, Inc. STATIONS WMBG WCOD WTVR Maximum power — 100,000 watts at Maximum Hcigl.t- 1049 feet The Best Foods Family is a very famous family. Every label on every jar and package means quality — a continuing uniform quality founded on research. Best Foods' highly skilled research staff, working in modern laboratories, assures this uniformity. In addition, there is a constant effort toward further improvement of Best Foods products with the continuing quality through research being the hallmark of Best Foods. The First Stations of Virginia, WTVR, WMBG and WCOD are also a very famous family. Experience through constant program research and imagination and consistent public service have made the Havens and Martin Stations, Inc. the best buy for advertisers as well as the first stop for the loyal listeners and viewers in the rich markets around Richmond. WMBG am WCOD ™ WTVI FIRST STATIONS OF VIRGINIA Havens b Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV, Inc. WMBG represented nationally by The Boiling Co. Client reaction to spectaculars Nielsen ratings higher for specs Spot radio may be 5% off Of 4 NBC TV spectacular clients whose shows have been on the air, 2 are enthusiastic. Spokesmen for Ford and Oldsmobile agencies (K&E, D. P. Brother respectively) said excitement created, extra publicity is proving of great value. Spokesman for Hazel Bishop agency, Ray- mond Spector, said: "We're taking a constructive attitude. Showman- manship will cure the low ratings. We're working closely with NBC to discuss improvements. But we haven't noticed the kind of effect on sales from the spectaculars which we have had following commer- cials used on "This Is Your Life." Sunbeam, SPONSOR learned, feels the spectaculars have done big job with its dealers. But it can't judge effect on sales till heavy appliance buying season around Christmas. -SR- Cost-per-1,000 of NBC TV spectaculars is much lower figured on basis of national Nielsen ratings than on first 10-city Trendex. "Satins and Spurs" got 17.5 Trendex; Nielsen rating was 38.7 which figures to to $26.54 per 1,000 homes based on $300,000 estimated for time and talent. That's cost-per-M of $8.84 for each half hour in 90-minute spectacular. Average for all half-hour situation comedies last year was only few cents less, $8.78 per M. -SR- Spot radio revenue expected to be off this year with predictions ranging from level with 1953 to down 5%. Indications this may be part of general trend lie in figures showing newspaper lineage and magazine pages off so far this year. (However, newspaper ad decline is due to classified, since display advertising is up; actual maga- zine revenue is up due to higher rates, more use of color.) Biggest factor in spot radio dip is tv, industry sources agree. Other fac- tors: lower rates, diversion of spot money to co-op, lack of effec- tive selling. Some factors suggest spot will resume its billings climb in coming years. See story page 29. Jacob Evans joins SPONSOR as v. p. in charge of sales Jacob A. Evans, formerly director of national advertis- ing and promotion of NBC, joins SPONSOR effective 1 November as a vice president. Evans will supervise all sales operations. As a buyer of trade publications for many years, he brings to SPONSOR a new concept of using tradepapers. Evans was with NBC for past 8 years as sales development, advertising and promotion manager for NBC Spot Sales, ad and promotion manager for NBC Radio and director of advertising and promotion for NBC TV. He is author of the recently published "Sell- ing and Promoting Radio and Television." SPONSOR, Volume 8, No. 22, 1 November 1954. Published biweekly by SPONSOR Publications, Inc. Executive. Editorial. Advertising, Circulation Offices, 40 E. 49th St.. New York 17. Printed at 3110 Elm Ave., Baltimore. Md. $8 a year In U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1949 at Baltimore postoffice under Act of 3 Mar. 1879 It I I'Oltl TO SI»0\SOICS lor I -November 1954 Why L&M airs Gunsmoke' twice Guild, Vitapix form film net Vitapix is owned by stations Whan finds news favored on farm Reasoning behind Liggett & Myers' exposure of "Gunsmoke" two times on same day over CBS Radio: audience duplication is only about 15%; day- time buy entitles L&M to proportionate hour discount on nighttime show; show has gotten top ratings; daytime repeat of previous week's nighttime program is low cost. "Gunsmoke" is broadcast Saturdays 12:30-1:00 p.m. and 8:00-8:30 p.m. over full network. Agency: Cunningham & Walsh. _SR- "Marriage" of Guild films and Vitapix gives national advertisers first crack at varied program buys on ready-made film "network." Stress will be on selling complete Vitapix station lineup to national advertisers, though smaller buys won't be barred. Vitapix has 37 member tv stations, expects to hit 60. Sponsor won't get same time on all stations but is assured choice of prime evening and daytime hours. Coalition of two groups was sparked by increasing network expansion into station time, making multi-market spot time clearance a major problem. _SR- Vitapix was launched in 1951 as first station-owned film syndicator in tv. Idea was to sell own film properties to national advertisers on member stations. Now Vitapix will concentrate on station rela- tions. Guild will handle film production, sales, distribution. It's producing 5 new nighttime 30-minute weekly shows ; 4 15-minute daytime strips for the "network," will also handle Vitapix' s 5 film proper- ties. Among new Guild shows: "The Goldbergs," "Connie Haines," "Bride and Groom," "It's Fun to Reduce." Guild says production budget next year will be $12 million. Shows suitable will also be syndicated in radio versions. (For SPONSOR article on Vitapix see 11 January 1954, page 42.) -SR- Importance of radio-tv in reaching nation's $38 billion farm market is highlighted by 18th consecutive study of Kansas air audience by Dr. Forest L. Whan. Study, made in April 1954 and underwritten by WIBW Radio & TV, Topeka, had these highlights: Kansas radio ownership climbed from 84.4% in 1940 to 98.0% in 1954, multi-set ownership from 13. to 44.! car radio ownership from 16.8% to 62.3%. Tv rose in state from 1951 figure of 4.4% ownership to 1954 level of 37.9% (from 2.9% to 28.9% on farms). Personal interview study showed shift in radio program preferences in past 4 years, with comedy slipping from first to third place and news going from second to first. Pat- tern coincides largely with general picture of farm radio-tv (see farm section page 52). Vetc national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration P. Ballantinc b Son, Nil 1 Ri a.iur.int J. Walter Thompson, 65 radio mkts Radio: 5-10 min anncts a wk ; mid- Newark. N| Month NY Oct; 4 wks Cclancsc Corp of Special promotion on Ellington Co, NY 12 major cities throughout Radio: 12 dayti min anncts a wk per America. NY opulent look country mkt; 1 Nov. 1 wk General Motors, Buick 19S5 Kudner. NY 169 radio mkts Radio: davti min and stnbrks at night: Detroit. Mich 16 Nov: 5 da Ccncral Motors. Buick 1955 Kudncr, NY 110 tv stns Tv: stn IDs: 18 Nov: 1 da Oi troit. Mich Ci.int Animals. NY Animal balloons Ouanc (ones. NY 50 radio stns throughout country Radio: 5-. 10-, 15-min music, news progs: 1 Nov: 6-7 wks Hudnut Sales Co, Quick Home K&E. NY NY. Chi. LA Radio: 20-30 min anncts a wk: end of NY Permanent Oct: 8 wks New York State COP, State elections Ellington Co. NY 104 radio stns throughout NY Radio: 7 20-sec stnbrks. so min anncts NY a wk; 6 Oct; 4 wks New York State COP, State elections Ellington Co. NY 22 tv stns throughout NY Tv: 12 20-scc stnbrks a wk; 6 Oct; NY 4 wks Rockwood & Co. NY Bits and waters Paris & Peart , NY 15 major cities throughout country Radio: 5-15 mm anncts a wk; end of Oct: 13 wks SPONSOR You're in a scoring position all the time! Your product scores again and again ! You enjoy a long winning streak when WGAL-TV's power- house carries the ball for you. Use super-powered WGAL-TV to reach a vast, enthusiastic group of rooters — three million people who have an annual effective buy- ing income of. $4V^ billion, who spend $22/3 billion in retail sales. Score everytime with WGAL-TV. \ .».» Where does the farmer's income s»and, what are the trends in the farm busi- ness, what's the general outlook? Facts and figures give the picture •>. Farm radio and tv results A dozen capsule case histories illustrate how the use of broadcast media have helped advertisers sell to farmer* 25J 32 34 3d 38 II 42 44 t'i •>2 .7 1 TIMEBUYERS AGENCY AD LIBS 49TH & MADISON MR. SPONSOR, H. M. Kenn NEW & RENEW SPONSOR BACKSTAGE NEW TV STATIONS TOP 20 TV FILM SHOWS AGENCY PROFILE, S. J. Frolick TV RESULTS RADIO COMPARAGRAPH SPONSOR ASKS ROUND-U? NEWSMAKERS SPONSOR SPEAKS ■ I 'I Editor and President: Norman R Secretary-Treasurer: Ea:ne Couper - Vice President-Genl. Manager: Ber- - Editorial Director: Miles David Senior Editors: Charles Sinclair, Altrec Associate Editor: E. Department Editor: LHa Lee Se Assistant Editors: Jcar B. Ma-' tow, Al Zamelkani Contributing Editors: 8?b Fore- Editorial Assistant: Caryl Bindler Art Director: Donald M. [ Photographer: Leste' Cc'e Vice Pres.-Advg. Director: Robert P. Mi Advertising Department: Edwin D. '• (Western Manager), Home- west Manager), Arnold Alpert ager), John A. Kovchok (Pr: ager). Kathleen Murphy, S'ewa I Circulation Department: Evelyn Sa* an Mane- Kahn, Minerva Mitchell Office Manager: Catherine S Readers' Service: Augusta B. Shearma Accounting Department: E. Florence Ettenberg Secretary to Publisher: Ja^e- Je COM INC 1 he lien if Creelcer storg General Mills continues to derive great value from its trademark personality: now they re seeking a new tv formula for her and are open to ideas Published b -PONSOR PUBL1CA" combined wllh TV N Y T. ler 'i Ml" ,.11* Offlre: 27f»; Carlisle St. PlW I ■ w «*" Phon, V Is i >e»r. Canada and forelfn IS Printed In I S v - \ > SPONSOR PUBLICATIONS NC DON'T USE KTHS if you sell a LtMtted Mcwket" (Little Rock ONLY, for instance) KLA. DO USE KTHS if you sell |P you "want to cover anything less than all of Arkansas, you wouldn '1 and shouldn't use KTHS. OK. So there are two ways to cover Arkansas with radio. One is to use some 15 or 20 stations seattcT-ed all over the State. The other is to use KTHS. 50,000 watts, plus CBS. plus location at the center of the State . . . well, look at our coverage map at the left ! S S I PPI 10 U I S I AN A Daytime, the Station KTHS primary (0.5MV/M) area has a population of 1.002,758. More than 18",,. or over 100, 000, do not receive primary daytime service from any other radio station. KTHS interference-free daytime coverage extends to the 0.1MV/M contour, except in the southwest quadrant — has a population of 3,372,433. But high power, good location, top network isn't all the story. KTHS does a magnificent job of Arkansas programming — Arkansas farm service — Arkansas public service. That's why people DO listen, wherever they CAN listen! If you need all of Arkansas, the easy, effective, economical way to cover it is with KTHS. Ask The Branham Company for the whole story. 50,000 Watts . . . CBS Radio Represented by The Branham Co. Under Same Management as KWKH, Shreveport Henry Clay, Executive Vice President B. G. Robertson, General Manager KTHS BROADCASTING FROM LITTLE ROCK, ARKANSAS %?- fflE 01 TELEPHONE and INTERVIEW SURVEYS GIVE SAME ANSWER KBIG delivers ALL Southern California at LOWEST COST PER THOUSAND Two Radio Listener Surveys regularly measure Los Angeles and San Diego. Only FOUR stations register audiences in BOTH markets. KBIG is the only independent. Whether you use the telephone or per- sonal interview survey method, you'll find that average ratings divided by rates prove KBIG is your best cost per thousand buy. Any KBIG account executive or Robert Meeker man will be glad to give you complete new market and survey data. 740 oNo,ra JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, California Telephone: HOIIywood 3-3205 Not. Rep. Robert Meeker & Assoc Inc. Cliff Botway, Dancer-Fitzgerald-Sample, Sew York, says that buying nighttime spot tv has become complicated through network spectaculars' preemp- tion of station affiliates' time. "Because of the onc-o ery-iour-weeks sjiectaculars, a national spot advertiser can't get continuity of impact," says Cliff. "At present, networks encourage the affiliates to sell station breaks during the spectaculars to local dealers of the spectamlar sponsor. My point is: IT here does that leave the advertiser who's using that local time slot the other three weeks?" J. J. Passmore, Camjibell-Ewald, .\ew York, feels that buyers would do well to rely more on radio station personnel when they're planning campaigns with public service programing. "We got much of the editorial content of our General Motors weekend radio programing from station people's knowledge of local preferences," he told sponsor. "This same knowledge of local tastes could sharpen the cam- paigns of advertisers in related fields. All advertisers can take better advantage of radio's local appeal by consulting with station management." Walter Cortese, BBDO, New York, feels that field trips into a client's crucial tv markets would help timebuyers in preparing schedules. "By talking to the station people directly, the buyer can give the station management a closer view of the client objectives," Wally told SPONSOR. "Particularly when it's a client with a limited budget, the station people could help figure out more effective schedules. And I'm not talking about special deals by any means — just about the value of having timebuyers more familiar with markets and station personnel." Eleanor Prude. Huber lloge & Sons. .\ew York, sins mailorder advertising proves radio's strength. "Be it a program or an announcement, it has to pay for itself with its very first write-in pull" she told SPONSOB. "To date we've found that radio is still the best daytime medium. When we want to sell a woman's product, we immediately think of daytime radio. It max sound as though we're expecting a lot from radio when we expect a particular individual announcement to show appre- ciable results. But so far radio has done just that." SPONSOR ^,000 Cook Books Sold in Food Stores When nearly half a million — over 454,000 — cook books were sold — which was double the original estimate for the Rochester area — the promoters were astonished. When WHAM Radio exclusively did this job better than any medium previously used, everybody sat up and took notice — in the food industry ... in the publishing business . . . and in radio. It was WHAM's persuasive personalities who sent customers into the stores to buy the famous 24-volume "Encyclopedia of Cooking." In cook book parlance, the best recipe for getting your share of the 22-county market that spent an estimated $415,855,000 for food in 1953* is WHAM radio. Want more proof? Ask us or the Hollingbery man to give you the details of this stupendous radio success story. ■■'Sales Management Survey of Buying Power, 1954 LET WHAM tt RADIO SELL FOR YOU The STR0MBERG-CARLS0N Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 1 NOVEMBER 1954 u It Happem T .HATS THE NAME of a movie a lot of people thought was pretty good. It was made by Columbia Pictures. They made a few other "pretty good" pictures, too. Oscar-winning ones like "From Here to Eternity." Or "The Caine Mutiny" and "On the Waterfront." Now, "it" really happened one night a few years ago. On many occasions before, the management of Columbia Pictures Corporation had discussed Television, a more than passing problem for film producers. They were optimistic and intrigued by the challenge this new film medium presented. They made a decision. It was decided to tap Columbia's reservoir of thirty years of showmanship talent and entertainment experience to produce first-rate television pro- grams on film. This decision and faith was backed cash-on-the-line when they created their tele- vision subsidiary SCREEN' (JEMS. REEN GEMS knew from the start that it would be necessary to have extensive production facilities on both coasts. In Hollywood, Columbia Pictures already had outstanding studios. Immediate steps were taken and complete facilities were set up in New York, the world's advertising capital. Then, SCREEN GEMS was ready to give to tl sion advertiser a truly unique and long-neede —a one-stop film source for: 1. custom-made entertainment to attract th«wi possible audience on a national basis and udu at our studios in Hollywood, or in New Yorl 2. quality syndicated entertainment made a through our own organization, for local or Mp advertisers ; and i 3. commercials, to complete the service. advertisers. National Shows IP Today in Hollywood. SCREEN G duces The Ford Theatre, for t F Motor Co. through J. Walter '. Company: Father Knows Bestta Lorillard and Co., through Young & Rul Captain Midnight for General Mills, Inc. ;d Wander Co. through Tatham-Laird ; and Tin Hires of Bin Tin Tin for the National Bis through Kenyon & Eckhardt. In New York, were* The Big Playback for The Ethyl Corporation Batten, Barton, Durstine & Osborn. Commercials Although some SCREEN GEMS cials are produced in Hollywood. • produced in New York where th< tisers are located, and where th> One Night" ectors can participate in production all along w We have a complete and competent staff of [irs, directors, writers and technicians. And we i ir own animation artists and department. i clients for commercials are the Honor Roll of ! sing agencies. During the past few months, in I ome of the advertisers for whom we have pro- » commercials, both live and animated, include: \ Strike Cigarettes ■ U. S. Steel • Blatz • Borden's ill Cigarettes • RCA Victor • Cameo Stockings Curtis ' Ovaltine • Continental Can • Ipana 'leer • Schaefer Beer • Gorham Silver • Jello r • Helena Rubinstein • Ford Dealers • Richard '• t • Cities Service • and dozens of others. Syndication SCREEN gems maintains its own nation- . wide syndication service for local and re- offices San &sco and Hollywood in addition to our Metropoli- id Eastern regional offices located in New York i ur home offices. unit >;, nuiLtU uiii wi \ ae iui lULcii am ■ gional advertisers. We have sales of — ■* in Atlanta, Chicago, Dallas, Detroit, programs we are now syndicating are Your All 'heatre, Celebrity Playhouse, The Big Playback, ckson, Rin Tin Tin, and in some markets, our shows. We're also offering Top Plays of 1955, the ;ated version of the current Fireside Theatre, we were invited to market for Procter & Gamble, i:h The Compton Co. SCREEN GEMS programs have achieved highest audience ratings. Unexcelled showmanship may be expected of a company which has complete and interchangeably flexible production facilities on both coasts. Every day that passes proves that with SCREEN GEMS any advertiser, large or small, can make sales through television film at the lowest cost. Why not call us in the next time you have any kind of a TV film problem. We think you'll enjoy working with us— and we'd welcome being of serv- ice to you. You can write directly to us, telephone or wire collect if you wish. Screen Gems, Inc. Television Subsidiary of Columbia Pictures Corporation 233 West 49th Street, New York 19, NY. • Circle 5-5044 The only company which provides advertisers with Hollywood and New York custom-produced national shows, commercials, and syndicated programming. Whether you're selling panties or peanuts— dog food or dishwashers . . . KSDO tells the most people all obout 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? l^^"fr,*M^ U30 *C 5000 *M« Rep,eseniat.ves ,obnl.Peoison." • nlfit0 by Dob Foreman If, as the naturalist La Marck maintained, it is possible to pass on acquired characteristics, that portion of the human race which dwells in primary tv coverage areas will, in a generation or two, become totally deaf. The cau:«e: atrophy of the ear drums. It appears that television — those who perform it and those who present it — have completely lost interest in the audio side of their medium. This is especially true where it hurts most — in musical tv, which is shameful indeed to those of U9 who spent so much of our youth in that field of pure audio — radio. For example, I witnessed a musical opus in full natural color and lovely it was. However. I could not help but feel cheated when the words of each song were lost in an al>\ — of color and motion. The audio pickup was so poor that every vocal sounded as if it were delivered as far from the mike as Willie Mays in centerfield is from the broadcast booth. In marked contrast, yet similar in effect, are those musical programs which attempt to solve their audio problems by pre-recording lyrics and playing them back canned with singer or singers trying to mouth the words in sync with their own recording. All this does is present a new set of problems considerably more trying. Mouthing. This is a difficult feat unless the performer i< a Dotty Mack, who is just about the only pro at such illusions and able to mouth to perfection not merely herself but four score and seven other artists at the very least. The outstanding boo-boo in out-of-sync history was. of course, the now much-publicized Mario Lanza debacle which made the mechanics of the device apparent even to a 10- year-old. Betty Hutton was better but not much. But so it goes causing the public to stop and wonder why tv must re- sort to such artifice going out of it- way to create the phony and inept. Which is a good question. Getting back to audio-slovenliness, even when a performer i- a master of synchronization and his or her timing i- bj slick as thai accomplished in a laboratory for a three million dollar big-screen epic, the audio level is usually as phony as a four-dollar bill. For example, our songstress wanders i Please turn to page 78) 10 SPONSOR I ooo tf ctt A00,0°° Ha^°° L. 1 NOVEMBER 1954 11 a: z = C a. oof . o © 9> O — B K £ wtnisii\ bpo It t lettei s to the editor. Add ■ 10 E. 19 St., iVi U York 17. SPOT RADIO NEEDS I n-ad with great interest Alfred Jaffa's article, "5 big needs in spot radio" in the October 4 issue of SPON- SOR [page 29]. Mr. Jalfe covered the subject extreme*) well and provided your readers with a fair presentation of an increasinglv important problem. I was personally pleased to note that the article made clear the fact that under the present conditions my pub- lication of Spot Radio Report provides the industr) with the onlj centralized source of spot radio information, but that the lack of adequate industry co- operation as outlined in the article makes my task more than a little dis- couraging. This is especially true in view of the precedent now established l>\ the almost complete records of the Rorabaugh Report on Spot Television, as well as the data contained in Pub- lishers' Information Bureau reports end the Media Records service, which emphasizes the fact that similar infor- mation with regard to spot radio should be available to the industry. I would like to go on record as say- ing that my firm is ready, willing and able to act as a spot radio informa- tion bureau any time the advertisers, the agencies, the representatives and the stations are willing to correct the existing lethargy and agree on a co- operative dissemination of vital and complete information. I have an es- tahlished firm, a completely capable staff, adequate production facilities and the necessary knowhow and the enthusiasm required for the project. You might say I feel a little like a guj with a ring, a license, a clergyman and an ivy-covered cottage — but the bride won't make up her mind. .1 WHS M. BOERST Publisher I lenitives Radio-Tv Service Larchmont TV DICTIONARY HANDBOOK \\ ould g reatl) appreciate j our re- serving :l COp) "I \ "HI new IN Di< - tionar) Handbook t"t Sponsors. I have been following this series in j'our recent editions and feel certain it will be an invaluable source of ref- erence. Dirk A. Watson V. W. Ayer Philadelphia Please reserve a copy of your Tv Dictionary Handbook for me. when it becomes available. I'm sure that it will be helpful to me. in teaching a television course at .New York Uni- versity . Georce F. Frey Instructor in Marketing N.Y.U. School of Commerce New York • SPONSOR', I, Dirtiona-? Handbook is m.~ ruining in installments in regular i»»urs. It vill be publi Ixil in book form later on; price. $2 ea reserve jour ropj nov. b> writing to Sponsor Services Inc., 40 E. 49 St., New York 17. ROTATION SCHEDULES Just a note to let \ou know that Boyd Whitney, who held a Hooper larger than the four competing stations i Beaumont. Tex. I has now joined the KABQ staff, with a two-hour hillbilly segment Monday through Friday. Incidentally, I think \ou"d be doing a big service in bringing to the atten- tion of Your readers the value of this new "rotation" thing that s catching on at the local level. Much like the ■"tandem" and "multi-message"' ar- rangements, it's proving highly satis- factorv at the local level, and I see no reason it shouldn't work also for na- tional advertisers who place through reps, on individual market arrange- ments. We heard through BAB that one of the Chicago indies has started this, and we've been doing it with great success since February of this \ear. The cute-t thing, from the sta- tion angle, is that in two insta; the man buying a two-a-week rotation schedule spoke up and filled out the rest of the six-a-week schedule as it became available! We love it. need-, less to say. . . . Lowell T. Christisoh \ ews Director KABQ Albuquerque MEDIA DEPARTMENTS j our series on media department or- ganization is not onlv interesting but verj instructive. I have mislaid mv Julv 26 and Sep- 12 SPONSOR I M ■ ■ti--.-.v.v<'.iv;i,'^ 4- m JACKSON V xk BAY CITY T V Coverage that Counts! 7 major Michigan markets . for NBC, CBS and ABC Now 100,000 watts! Edward Petty a .Co., Inc. To reach Greater Nashville and the Great Mid South DON'T GUESS... GO CBS Television Comes alive on CHANNEL 5 . . . for 62 Tennessee and Kentucky counties — the billion dollar market reached by Nashville's newest, maximum powered, highest towered station, WLAC-TV. With programming based on highly rated CBS network shows, augmented with local personal- ities and the pick of filmed productions (including Foreign Intrigue, Ellen Queen, Amos & Andy, Front Page Detective, to name a few). \\ I Ui-TV offers highly desirable adjacencies in an important market. The K.at/ man has complete information. WLAC-TV 100,000 wotfs Channel 5 CES Basic Affiliate National Representatives: The Katz Agency 14 SPONSOR tember 6 issues. Enclosed is 50c for a reprint of each article. . . . Jo Anne Rebstock Weill & Eby Buffalo • The series of three articles on media de- partment organization included I "I. The Kroup approach ot 0& II," 26 July 1934. pape 36 1 "II. The all-media buyer ot YotR," 9 August 1954, page 34 I "III. The media specialist at FCcUt," 23 August 1954, page 36. Extra copies of these Issues are available at 50c each. QUALITY RADIO CROUP This note cannot possibly express adequately my great appreciation and that of my colleagues on the board of the Quality Radio Group for the splen- did story you did for us in the Sep- tember 20 issue ["Quality Radio Group: what it has to offer," page 40]. There is one point the article didn't quite quote me accurately on, but I trust that those who read the article will understand actually what I meant. At this point in the quotation, I was touching upon the fact that as long as these major stations can secure ade- quate revenue from national advertis- ers, they are certainly not going to reduce rates and go into competition with the smaller stations and, there- fore, invade the smaller stations' local markets. I definitely feel that all sta- tions, including the very smallest and those that could not possibly qualify for our lineup, will benefit. We are gratified by the interest of many topflight people in the post of managing director. This speaks well of the soundness of our planning, for I'm sure you'll agree that the people who have expressed interest in the top operating post wouldn't have done so if they hadn't realized the thorough- ness of our planning. Ward L. Quaal Vice President-Asst. Gen. Mgr. Crosley Broadcasting Corp. Cincinnati CONSTRUCTION ADVICE Due to the fact that we are making some plans toward the construction of a studio building for combined opera- tions at the transmitter site near De- Kalb, I am wondering if any of your readers might give us some help. We are exploring into the possibili- ties of building a ranch house type structure, or similar, possibly ready cut. We would like to get information from any station manager who has adopted this type of construction and found it satisfactory. We would, of course, also like to get an idea of costs and the amount of floor space. . . . George C. Biggar General Manager WLBK DeKalb, III. ALL-MEDIA BOOK Your All-Media Evaluation Study series makes very interesting reading. Would you please send me a copy of this series in book form. . . . Georce Anthony Media Director Stromberger, LaVene, McKenzie Los Angeles • Copies of SPONSOR'S All-Media Evaluation Study book containing the 26 articles in Its all- media series are now availuble. Price is $4 a copy. You may order by writing to 40 E. 49th St., New York 17. NET RADIO'S FUTURE The letter below on network radio is from Rex Howell, president of KFXJ and KFXJ- TV, Grand Junction, Colo. Mr. Howell takes the position that network radio's salvation lies in its ability to adapt to the changing patterns of listening today via such con- cepts as Mutual' s Multi-Message Plan. "Where does network radio go from here?" [6 September 1954, page 44] presents three possible, though not nec- essarily probable, courses that may be followed. As your article clearly indi- cates, network officials are loathe to give credence to any possible depar- ture from the classic pattern of net- work operations. One network presi- dent (Tom O'Neil of Mutual) has ex- pressed the view that it is no longer economically feasible for four radio networks to continue to operate in the established manner. General Sarnoff told NBC TV affiliates at the recent Chicago meeting that "There was only one direction for (network) radio to go, and that is down." When taken out of context the General's comment can be made to sound like a prophecy of doom for the whole of radio (which is not what the General said). Never- theless, it can hardly be said that his remark was in the least optimistic for the present concept of network opera- tion. It gave CBS some nice fodder for their competitive fire at the CBS Radio affiliates' meeting which also opened in Chicago the following day, but here, too, there was little more of encouragement beyond the chest (Please turn to page 128) Qome guys are always thinking of WOMEN! Including WREN Choice of Topeka IVomen When you're talking about women — that's a subject we're expert on. Year after year, WREN's daytime rat- ings surpass those of any other Topeka sta- tion — and by a good margin. Local and net- work programs, tai- lored to the tastes of Eastern Kansas house- wives make WREN tops with the ladies all day long. 1 NOVEMBER 1954 15 YOUR PRODUCT advertised on CFCF means more business for you MONTREAL IN U,S -WEED IN CANADA-ALL CANADA >f. ixt'iinrthi Director of Advertising Prudential insurance Co. of America, Newark "The toughest job an insurance agent has is cold-canvassing," Henry Kennedy. Prudentials advertising director, told sponsor. "Our national advertising is intended to put our agents" foot in a prospect's door before he even makes a call." Prudential does this job through three media: network tv pro- graming for prestige, network radio for continuity of impact, Sunday supplements for coverage. This year Prudential's almost S3 million budget (through Calkins & Holden i breaks down this way: $1.6 million, or about 50" r . for You Are There, (alternate Sundays 6:30-7:00 n.m. over 1 17 CBS I \ stations); $800,000, or some 26' < . in Sunday supplements carried b\ more than 100 newspapers: $520,000, or approximately lo"< . for the opening commerical on Fibber Magee and Molly < NBC Radio. Sunda\s through Thursdays, 10:00-10:15 pjn.). Every month Prudential sends direct-mail pieces to Prudentials regional agents telling them of forthcoming t\ programing. Indi- vidual agents get postcards about ) <>u ire There that they can mail to prospects in their own name. "Originally, t\ had given us the biggest headaches," Kenned) told sponsor. "We had the problem of translating our service commer- cials into something visual. On film this would have been easy, hut we would have had to spend a Fortune to film the many commercials we'd need to explain all the uses ol insurance policies that we want to stress." Todaj Prudential's commercials arc done live, but with all the visual effectiveness of filmed optical- 1>\ use of the Cellomatic rear- projection screen. Can Kenned) tie down Prudential's growth during the pas! ti\e years to a particular advertising approach? "Nol really," he says. "It's a matter oi showing the public what "in policies can do for them, and persuading the agent- to use our national advertising as a door opener." "But, he add-. "I i-l year we underwrote more life insurance than anj other < ompan) ." \ Princeton man, Kenned) occasionall) lake- his two adolescenl boys i" the I Diversity. "Nol that I want to pressure them. Just a little ad\ ei tising." • • • 16 SPONSOR ^y;^>.. -,s :; party, with no less enthusiasm, named it alter him. (The extra "a" dropped out about 35 years later.) \v a man ot consuming interests and progressive tendencies, old Gen'l. Cleaveland would vollej the buttons of! his weskit it lie could revisit todaj the community he started. From 52 souls am] a lot ot wilderness, Greater Cleveland has grown to more than 0,000 customers and a panorama ot diversified industry unsurpassed in the nation! Here are ov er 5,1 10! • manufacturing plants with a total output pegged at about five billion dollars annually . . . family income that today has reached the rank of No. 4 among all I . S. metropolitan areas . . . and retail sales topping two billion a year. Spang in the middle of all this opulence is a device old Gen'l. Cleaveland never anticipated in those pre-science-fiction davs WXEL, the fastest growing television Stai on ot ( rreater Cleveland. With the same sure decision that led a smart pioneer to pick Cleveland's locale, we think he'd also have picked WXEL as a salesman- extraordinary to cover this incredibly rich area. You could do worse in judgment than \ loses Cleaveland — particularly when you can have the help ot the l\.\ 17, agenC) in planning for giant results in a gigantic market. WXEL Cleveland CJuuunl 8 New and renew !%ew on Television Networks SPONSOR Armour & Co, Chi Bristol-Myers, NY AGENCY FC&B, Chi Y&R, NY W. Esty, NY Bryan Houston, NY Colgate-Palmolive, Jersey City Colgate-Palmolive (Ajax, Fab) Jersey City Frawley Corp (Paper-Mate FC&B, LA Pens) Culver City, Cal Cemex Corp, Union, NJ Ceneral Motors (A.C. Spark Plug div), Detroit Hartz Mountain Prod, NY Lever Bros, NY Mogen David Wine Corp, Chi Pet Milk Co, St L Procter & Camble, Cinci Revlon Prod, NY Roto-Broil Corp, L. I. City Swift & Co, Chi Switt & Co, Chi BBDO, NY D. P. Brother, Detroit C. Hartman, Chi Ogilvy, Benson & Mather; SSC&B, McCann-Erick- son, NY Weiss & Celler, Chi Gardner, St L Compton Adv, Chi SSC&B, NY Product Services, NY McCann-Erickson, Chi McCann-Erickson, Chi STATIONS NBC TV 105 CBS TV 49 NBC TV 60 NBC TV 90 NBC TV 115 NBC TV NBC TV 77 NBC TV 16 NBC TV 77 ABC TV 116 NBC TV 105 NBC TV 84 ABC NBC TV TV Du Mont CBS TV PROGRAM, time, start, duration George Cobel Show; alt Sat 10-10:30 pm; 2 Oct; 20 wks Arthur Godfrey; M, W 10:30-10:45 am; 25 Oct; 52 wks Feather Your Nest; M, W, F, alt wks T-Thu 12:30- 12:45; 4 Oct; 52 wks Modern Romances; M-F 4:45-5 pm; 4 Oct; 52 wks People are Funny; Sun 7-7.30 pm; 17, 24, 31 Oct; 14, 28 Nov; 12, 19 Dec Stork Club; Sat 10-10:30 pm; 10-min seg; 13 Nov; 52 wks Big Town; alt Wed 10-10:30 pm; 20 Oct; 52 wks Captain Hartz and his Pets; Sun 12-12:15 pm; 3 Oct; 39 wks Big Town; alt Wed 10:30-11 pm ; 6 Oct; 52 wks Dollar A Second; Fri 9-9:30 pm; 1 Oct; 52 wks Ceorge Cobel Show; alt Sat 10-10:30 pm; 2 Oct; 19 wks This is Your Life; alt Wed 10-10:30 pm; 29 Sept; 52 wks What Goes?; Sun 9:30-10 pm; 28 Nov; 52 wks Election Night Returns; Tues 9:30 till returns are in; 2 Nov All About Baby; Fri 2-2:15 pm; 3 Oct; 39 wks Morning Show; var; 6 dbcst; 11 Nov Renewed on Television Networks SPONSOR AGENCY Kellogg Co, Battle Creek, Mich Liggett & Myers, NY Leo Burnett, Chi C&W, NY Jules Montenier, Chi Earle Ludgin, Chi Parker Pen, Janesville, Wis JWT, NY Philip Morris, NY Biow, NY Remington Rand, NY Y&R, NY Singer Sewing Machine, Y&R, NY NY STATIONS CBS TV 50 CBS TV 87 CBS TV 68 CBS TV 98 CBS TV 57 CBS TV 80 CBS TV 109 PROGRAM, time, start, duration Arthur Godfrey Time; T, Th 10:45-11 am; 26 Oct 52 wks Perry Como Show; M, W, F 7:45-8:00 pm; 27 Sept 52 wks What's My Line?; alt Sun 10:30-11 pm; 3 Oct 52 wks Four Star Playhouse; alt T 9:30-10 pm; 30 Sept 52 wks Public Defender; T 10-10:30 pm; 30 Sept; 52 wks What's My Line?; Sun 10:30-11 pm; 10 Oct; 52 wks Four Star Playhouse; alt T 9:30-10 pm; 23 Sept; 52 wks (See page 2 for New National Spot Radio and Tv Business! Advertising Agency Personnel Changes NAME FORMER AFFILIATION Christy Allen George Balterman Dr. Seymour Banks Barry Barron F. Kenneth Beirn E. M. Bresset Richard L. Brown Alfred J. Carter Terence Clyne Jerome Cowen Christopher Cross Tom Daisley John L. Del Mar Allen Ducovny Robert S. Ferguson Mina M. Flinn Archie Foster Robert Cibbons T. Carter Cleysteen Storrs Haynes J. H. Hoffman Roland F. Howe, Jr Ralph Hunter Edward C. Jones Ray Jones Robert P. Keim Edward J. Lauesen NEW AFFILIATION BBDO, NY, acct supvr Storm & Klein, NY, acct exec Leo Burnett, Chi, media supvr Gui de Buire Ltd, London, sis dir Biow, NY, pres Duane Jones Co, NY, exec vp in chg of planning L. W. Ramsey Co, Chi Barbara Could div of Bourjois, asst to vp in chg of sis Biow Co, NY, r-tv dir C&W, NY, acct exec K&E, NY, exploitation dir WIS-TV, Columbia, S.C., sis mgr Sweet's Catalog Service, NY, asst sis prom & adv mgr Rockhill Prodn, NY, exec prodr Former wrestler Scheideler, Beck & Werner, NY Cecil & Presbrey, NY, acct exec Lang Fisher & Stashower, Cleve, r-tv mgr JWT, NY McCann-Erickson, NY, r-tv acct exec Maxon, Detroit, copy supvr R&R, NY, r-tv dept WWJ-TV, Detroit, prog prodc mgr Syracuse Univ, Syracuse, asst prof of r-tv N. W. Ayer, NY Air Force. NY, dir of OIS Fuller & Smith & Ross, Chi, vp & mgr Same, SF, vp Same, vp Same, mgr of media dept McCann-Erickson, London, tv exec Biow, Beirn, & Toigo, NY, assoc Same, dir ). R. Pershall Adv, Chi, vp Doherty, Clifford, Steers & Shenfeld, NY, mdsg of Bristol-Myers unit McCann-Erickson, NY, vp & gen exec Same, vp Grey Adv, NY, dir of prom & publicity dept Tom Disley Adv, Columbia, S.C., hd Am Assoc of Adv Agencies, NY, stf exec D'Arcy, NY, r-tv prodr Advertising Associates, Phila, acct exec Doyle Dane Bernbach, NY, timebuyer Ted Bates, NY, acct exec McCann-Erickson, Cleve, dir of r-tv copy Y&R, NY, contact dept Compton, NY, vp FC&B, NY, copy supvr Same, mgr of r-tv prodn Katz Agency, NY, sis stf Barlow Adv, Syracuse, r-tv dir Y&R, NY, contact dept Advertising Council, NY, acct exec Same, chmn exec comm In next issue: Neiv and Renewed on Radio Neticorks, National Broadcast Sales Executives, New Agency Appointments. New Firms. New Offices. Changes of Address Numbt T5 alter names refer to New and Re- new category Robert Sawyer (3) Peter Vogel (4) Phil Reilly (3) David Mayer (3) Ralph Hunter (3) 1 NOVEMBER 1954 21 1 NOVEMBER 1954 .%«•!<• and renew 3. 5. Advertising Agency Personnel Changes (cont'd) FORMER AFFILIATION I NAME John C, Maddox Hjrry Mjut D.ivid Mayer |ohn F McAndrew H.irljn McFaddtn Hjvis Medwick A Mittelhauser Ralph W Nicholson Arthur A Porter fhil A Re. Mr | H Robinson Edwin R Rooney, |r Martha Rom Robert R Sawyer Charles Schrameck Betty Shoemaker Walter H Smith ■ | Staplcton John Toigo Reginald W Twiggs |ohn M VanHorson David Wallace James Wangeri Robert H Wesson Frederick Widlicka Lee Williams |. Nelson Wisner NEW AFFILIATION Fuller Smith & Ross. Cleve, vp & mgr Russel Seeds. Chi. acct exec Crey Adv, NY. sis prom div dir COW. NY, sis & mdsg mgr of Castleton China acct FC&B NY. acct exec FC&B. NY. r-tv dept Cincinnati Milling Machine Co, Cinci. public rel dir Fuller Smith & Ross. NY. vp & exec asst Leo Burnett. Chi. vp in chg of media KOMO-TV, Seattle FC&B NY Doremus & Co. Chi. r-tv dir Ted Bates, NY, chief estimator MCM. H.wd Clidden Co. dist sis prom mgr BBDO NY. creative gr hd Kastor. Farrell. Chelcy. & Clifford. NY Barlow Adv. Syracuse, r-tv dir Biow Co. NY, vp Meldrum & Fewsmith. Cleve, acct exec Biow, NY. vp & acct supvr Time. NY Wemtraub. NY, asst acct exec KB:D-TV. Fresno, gen mgr Storm & Klein. NY, art dir Necdham. Louis & Brorby, Chi, vp FC&B, NY Same, exec vp Same, exec vp S mi mktg & sis dev dept dir Some, exec of Lenthcric acct McCann-Enckson. NY, acct exec internal I di R&R. NY, r-tv dept Wasser, Kay & Phillips, Pitt, acct exec Same, mgr NY office jWT. NY. vp & media dir Miller, Mackay, Hoeck & Hartung Adv, acct exec Same, copy supvr R&R. NY. r-tv dept Product Services, NY, timebuyer Campbell-Ewald, Detroit, r-tv dept I. T. Chirurg Co, Boston, copy stf K&E, NY, sen copywriter Y&R, NY. contact dept Same, acct exec Same, associate Erwin, Wasey, LA, acct exec B-yan Houston, NY, acct exec Ogilvy. Benson & Mather, NY, mgr res dept Campbell-Ewald, Detroit, asst acct exec Miller & Co Adv, Seattle, media dir Same, vp Same, cr.mn plan bd Same, mtc.nat I div acct exec & supvr J« II ill .Sponsor Personnel Changes NAME H I Allen James M. Bierer Walter S. Bopp W. B Colvin John M. Hartwell Andrew Hause William J. Hecktr Murray Laub Charles Todd Lee Charles Lipscomb, Jr Benjamin L Matthewi Bert Schaefer Lee Schoenfcldf Paiker B Smith Edward Stirbis Karl W. Vail Peter Vogel FORMER AFFILIATION NEW AFFILIATION Crosley & Bendix Appliances div of Avco Mfg. Cinci, field sis mgr Corning Class Works. NY, div mgr of prod control RCA Internatl, sis mgr of home appliances WLW-A Crosley Bdcst div. Atlanta, dir of clitnt ser dept Electronic Prod, NY, controller & sec Canadian Admiral Sis. Toronto, sis dept Cecil & Presbrey. NY Gerald 0. Kaye Assoc, dis mgr Standard Brands Intc.-nat'l. mktg mgr Pepsodent div of Lever Bros. NY, pres Corning Class Works, Leaside, Ontario, prod supvr Admiral Corp. NY, sis mgr Ceneral Electric, Louisville. Ky. distribution analyst Borden Co, NY, purch agent & gen ser mgr Frigidaire div of CM, export mgr Canadian Admiral Sis. Toronto, sis dept Miracle Adhesives Corp. NY, western dis sis mgr Same, gen sis mgr Same, mgr of adv & sis prom Avco Mfg. NY, sis mgr Latin Am Crosley div of Avco mfg, Cinci. r-tv mdsg rje; Vick Chemical. NY. spec asst on fin cotnm Same, tv sis mgr National Biscuit. NY. dir of adv Lcwyt Corp, Blkyn. retail mdsg mgr Avco Mfg. NY. mktg & adv mgr J. B Williams Co. NY, pres & dir :3me. NY. div mgr of prod control Republic Electric Co. South Bend, '- sis mgr Same, Syracuse, mktg res mgr Same, asst to vp of export Avco Mfg. NY, sis mgr eastern hemi Same, appliance sis mgr Same, vp Station Changes (reps, network affiliation, power increases) KANV, Shrcveport. La. on air July, all Negro stn KILO. Grand Fork. ND. new nat'l rep Everett-McKinney. Co KLX, Oakland. Cal. new nat'l reps in East Crant Webb Co. new nat'l reps in West Tracy Moore & Assoc KNBH LA, new call letters KRCA KO N & KOIN-TV, new nat'l spot reps CBS Radio Spot Sales KO:l Denver, new nat'l reps Forioe Co KOTV. Tulsa. Okla. power inc from 17 kw to 100 kw KOVR Stockton. Cal. joins DuMont Tv network KTVW. Tacoma-Scattlc. on air 11 Oct KULA-TV. Honolulu, new nat'l rep Adam Young WABI. Bangor. Me. new 5000 watt remote transmitter WATV. Newark. N|. new nat'l reps Edward Pctry Co WBTW. Florence. NC, on air 18 Oct. 316 kw, Jefferson Stand- ard Bdcst Co. owners WCOP. Boston, new nat'l sis rep Weed & Co WJBF Augusta. Ca. new call letters WBIA. new tut ' <* Forjoe WJBF-TV. Augusta. Ca , new call letter WJBF WKDA. Nashville. Venn, new nat'l reps |ohn E Pearson WNBC. WNBC fm. WNBT. NY. new call Ictfe- WRCA fm. WRCA-TV WNBW. Wash, new call letters WRC-TV WTOM-TV. Lansing, Mich, formerly WILS-TV, new Mthj Everett-McKinney WTVP. Decatur. III. inc power from 17.100 watts to 21 « watts WWKY, Winchester. Ky. new station. 1 kw. 1380 k affil Number I alter names 1 Re- I John Hartwell I 1 1 // J i Barron ■ 22 SPONSOR and get Iowa's METROPOLITAN AREAS, PLUS the Remainder of Iowa! APPAREL SALES PERCENTAGES 7.4% 5.9% 15.4% 2.7% 5.7% 5.4% 42.5% 57.5% 100.0% Cedar Rapid* Tri-Cities • Des Moines Dubuque • Sioux City Waterloo • TOTAL METRO. AREAS REMAINDER OF STATE (1954 Consumer Markets figures) Iowa has six Metropolitan Areas which, all combined, do 42.5% of the State's Apparel Sales, as shown above. Quite a number of radio stations can give you high Hoopers etc., in ONE Metropolitan Area. WHO gives you high coverage in virtually ALL the State's Metropolitan Areas, plus prac- tically all the REMAINDER of Iowa, too! At 10 p. m., WHO gives you 77,699 Actual Listening Homes TOr Only $85*50 (9.1 LISTENING HOMES per PENNY!) According to the authoritative 1954 Iowa Radio- Television Audience Survey, 77,699 homes all over loiva are actually tuned to WHO at 10 p.m., every aver- age weekday. Figuring time costs at our 1 -minute, 26-time rate, WHO gives you 9.1 actual listening homes, per penny! That's the result of ALL-STATE programming, ALL- STATE Public Service, ALL-STATE thinking, here at WHO. Ask Free & Peters for all details! MISSOURI FREE & PETERS, INC., National Representatives I NOVEMBER 1954 BUY ALL of I0WA- Plus "Iowa Plus"-with WHO Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager 23 WWOR-TV WORCESTER, MASS. THESE WWOR-TV PROGRAMS HAVE CAPTURED THE TRE- MENDOUS WORCESTER AUDIENCE. MONDAY NIGHT BOUTS *THE NAME S THE SAME • THE UNITED STATES STEEL HOUR • THE ELGIN HOUR • CHANCE OF A LIFETIME • THE GOLD- BERGS • LIFE IS WORTH LIVING • WEDNESDAY NIGHT WRESTLING • SATURDAY NIGHT FIGHTS • SUNDAY PROFESSIONAL FOOTBALL • JOHN DALY AND THE NEWS • MARTHA WRIGHT SHOW • DOCTOR I Q • SOLDIER PARADE • THEY STAND ACCUSED • A DOLLAR A SECOND • THE VISE • THE STORK CLUB • LIBERACE • TREASURY MEN IN ACTION • ANNIE OAKLEY • DANGEROUS ASSIGNMENT • DREW PEAR- SON • HOPALONG CASSIDY « JPLUS 60 LIVE LOCAL SHOWS WEEKLY THESE ADVERTISERS HAVE USED WWOR-TV TO SELL THIS CAPTURED AUDIENCE. fOLDSMOBILE • U. S. STEEL • ELGIN WATCH • EXQUISITE FORM • QUALITY JEWELERS • CHEVROLET • MOGEN DAVID WINE • STERLING DRUG • OLD GOLD • PACKARD • FORD • STUDEBAKER • ADMIRAL • KRAFT FOODS • PONTIAC • DODGE • REVLON • TIDEWATER OIL * QUAKER OATS • MOTOROLA • PHILCO • HERBERT TAREY- TON • FIRESTONE • GENERAL FOODS • CHESEBROUGH MFG. • JACOB RUPPERT • RALSTON • MUTUAL OF OMAHA • GENERAL TIRE • HELENE CURTIS • NASH • GENERAL MOTORS • GREYHOUND • SS KRESGE • ARMSTRONG TIRE • VITA- MIN CORP. OF AMERICA • CHEFMASTER • CHRYSLER • ATLANTIC REFINING CO. *> r SEE PAUL H. RAYMER CO. ww©R-irv 1ST STATION IN NEW ENGLAND'S NO. 3 MARKET ABC — DUMONT /m Joe Csida It - nice, when you're doing a column, to discover you haven't been talking to yourself. Thus, when Ted Granik railed me to tell me thai the piece suggesting one of the network- consider doing a "spectacular" about the spectacle of juvenile delinquency was stirring some interest, I was highlv pleased. It seems thai DeWitl Wallace, headman of Reader's Digest, told Ted he would he willing to put a whole corps of Reader's Digest researchers on the trail of the ideal delinquency case history, for purposes of building a major video -how on the subject, and following through with cov- erage in the Digest. Around the network-, too, said Ted. the suggestion was discussed at some length. From this chair, I can only hope that this display of interest will lead to something concrete. The conviction i- strong within me that a network presenting such a show with top actors, a first-rate writer, director, producer, et al could not fail to do itself proud. Matter of fact, 1 j 1 1 — l read a review I though 1 haven't yet read the hook itself) of a new novel about juvenile delin- quents, called The Blackboard Jungle. Maybe this hook could he adapted effectively for ju-t the -how we've got in mind. I was also pleased by the response to the thought expressed in our first column that sponsors, agencies, stations and other interested parties might profitably organize a group to study buying, selling, rerun and other problems in connection with t\ film. Among the letter- which came in on thi< column was the following, which contain- some food for thought: "... I am in complete accord with your suggestion that B group be formed to study t\ film procedure-, and think that the first project of this group would be to arouse more aware- ness than seems to exisl among advertisers and stations ol what a large percentage of the national advertisers are being frozen oul of tele\ ision program sponsorship h\ the encroach- ment of the network- upon station (option) time period- all over the country . "Because of this, the very richest advertisers who can afford spectacular network presentations gel into the markets and their le— well-heeled compatriot- and competitor- who would like to ju-t go into some of the market- their weake-t and their strongest, perhap — find it impossible to gel time. "Basically, this i- an unsound state of affairs from the Please turn to page 120 1 24 SPONSOR DEATH AND TEXAS, or how to get from here to eternity "Show me the best coffin you got," com- manded a puissant Texan to a mortician. "Death in the family? My deepest sym- pathies," said the undertaker, as the add- ing machine started whirring in his brain. "Nope. It's for me. Gotta die some- time. Want to see what I'm getting into. How much is that one?" "You've hit on the best in the house. Silver handles, inlaid mahogany, silk lining, down filling, gold nails, stainless steel core. Complete with a fifty-car funeral and a hundred sad mourners, $4,750.00." "Sold. Here's the cash. Hold the thing for me." The Texan returned to his office. "I'm all set now. Just bought a ring-tailed tooter of a coffin. Gold, silver, mahogany and silk," he told his partner. "How much?" the partner asked. "$4,750.00." "$4,750! You nuts, man? For five hundred dollars more you could be buried in a Cadillac!" Lively note: No retail trading area in the entire nation enjoys greater retail sales per family than Amarillo's. No other tv station can reach our potential audience of 398,000. No time like now to check with The Katz Agency. KGHC-AM&TV Amarillo NBC and DuMONT AFFILIATE AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Katz Agency The best news of the day is delivered every day by CBS Newsfilm ...the headline events of 24 hours distilled into a comprehensive, dramatic 12 minute package . . . custom-shipped to arrive on time anywhere... adaptable to a variety of programs. But there's more to shout about. . .CBS Newsfilm also provides valuable extras— like a weekly quiz show, a weekend news review, and special reports by noted CBS correspondents— which go out every week to all subscribers at no extra cost. In the next few months many new features, exciting additions to Newsfilm's present extras, will become available. Newsfilm's special features add new dimensions to local news programming. No surprise then, that Newsfilm was chosen by hundreds of industry leaders (in Billboard's Annual Poll) as 1954's best syndicated news film service. And business is booming. Newsfilm goes into the Fall season with subscribing stations up by over 100% in the past 8 weeks ! Newsfilm's comprehensive service is available at reasonable cost to all television stations. For a screening call CBS TELEVISION FILM SALES offices in New York, Chicago, Los Angeles, San Francisco, Dallas, St. Louis, Detroit, Atlanta, Boston and Memphis. Distributor in Canada: S. W. Caldwell Ltd. WRGB's YEARS OF TELEVISION HISTORY ^r From experimental beginnings in 1928 — the first dra- matic program; the first remote in television history. rC To First regular operation, November 6, 1939. ^r To full-time, maximum power, network color and black and white service to 386,700 TV families. WRGB MARKS ITS 15TH ANNIVERSARY AS A LEADER IN THE TELEVISION INDUSTRY WRGB A GENERAL ELECTRIC STATION Albany • Troy • Schenectady Represented Nationally by NBC Spot Sales THE CAPITAL DISTRICT'S ONLY FULL-TIME TELEVISION STATION 28 SPONSOR f VEMBER 1 954 I As chart above shows, spot radio revenue has slanted steadily upward up to present. Likelihood of a dip in 1954 has brought stations face to face with problem of digging ha;d in their files for new advertisers. Spot radio dip is due primarily to tv but there were other factors responsible, some of which suggest that spot may recover in 1955 or 1956 radio's time of decisi First revenue dip in years signals clanger and opportunity M he year l!)o4 may turn out to be spot radio's time of decision. For the first time since the 1930's spot radio billings appear to be turning to- ward a downward trend. While the figures are not all in, to all appearances this year's billings will end up somewhere between minus 5% and level with last year. The word for this is authoritative: some 30-odd broadcasters and advertising people were interviewed by sponsor, including most of the top reps. What's happened to spot this year! A lot of things — and they all happened to- gether. Standing out above all the others is television. The other factors are im- portant, however, for they not only reveal a more complete picture of what is hap- pening to spot radio but suggest, in some cases, a recovery in 1955 or 19o6. The fact remains that spot radio is traveling a rocky road right now. It's not NOVEMBER 1954 29 onl) a mattei oi dollai billings, it - .1 mattei oi -|'"t finding it- propel pla< . as a n edium. < )all it what j on like a media revolution, a re-adjust- ment, .1 re-evaluation epol radio is d uitli the Eacl that it must '1" a better job in interesting advertisers inr interesting more advertisers) in ii- undeniable strengths and advan- Spol radio business ma) well m> up next year, bul it won't t radio - busi- ness dip. Here, with spot radio staml- ing at l In- < rossroads, i- the picture: 1. Tv goes national: Mentioned more than am other reason for the current status of spot radio was the imst-freeze rush of tv stations on the air last star. At the beginning of 1 •);,;} only about a dozen new video outlets were telecasting, making a to- tal of about 120 tv stations in the I .S. Ii\ the end of the year, the sta- tion total had zoomed up to 350 with about 220 markets covered compared with 75 at the beginning of '53. Parallel with this was the increasing set saturation, which reached about 60% as 1954 dawned. What also dawned was the realization that tv RECENT SPOT RADIO GROWTH WAS IN NON-TV AREAS ONLY ■■ Market* 1952 1951 -. + % Comparison 1952 to '51 12 ii markets with 11 at more station! s 12. nrjjioo SI 1.7 1.7.000 + 1.8 .»! othei h markets 39, 1.7 1.000 117.270.000 -3.0 Total till ti mar hits 78,6 f 0.000 79.02 1.000 -0.5 Non-tv markets 1.7.0/2.000 40, .7X7. 000 -HI. I Total, ti and non-ti markets 12ll.ti5H.D00 II.9..7.7.V.OOO +3.4 Latest figures on station revenue show that, before the freeze tvas lifted, spot radio it its just I nrrh holding, its own in tv markets. However, this slight upturn in the larger (and older) li markets suggests that sj ol ratio ma\ snap hack to normal after a time SOURCE: FCC. flnal am fm financial data. 1952 r.uiMiNiiiiiiiiuiiinuiiiiiiiniii iiiiiiiiiiiiiiiiiiititttii iniiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiwiiiiiniiiifflairop^^ was emerging as a national medium. Advertisers began quietly cutting down on spot radio and moving into tv. By the end of the second quarter of the year, it was apparent spot ra- dio was in for tough sledding this year. There is no real exodus from spot radio. The picture is complicated by some advertisers increasing their spot radio budgets and new clients coming in. For example, just looking at one category (automotive) of advertisers ■jMHaaaBH „ WIHMIIIIIIUUWWUIIUWBIIUIIWUUUUIIIUIUIIJIIIIUIUM »' = SPONSOR'S FIVE REMEDIES FOR SPOT RADIO'S PROBLEMS- J. I m/n.vf ri/ promo/ ion: Stronger effort to sell through industry machinery i- .1 necessity. BAB. some of national representative-, are doing fine job. But it's not enough. Newspaper industry has much stronger industry- nlinatei] -ale- effort than spot radio. 2. 1'rog.raminq: Station managers, especially of big outlets, must once concentrate on radio programing, other neglected facets of station management. Thej should go all out to improve the spot radio medium they are selling to lick the decline. It. .Scllinr; tin' right iiimii: Radio must reach the men who can make media dei iaions, ad managers, account men, members of plans boards. like printed media representatives, radio's Balesmen must influence ad plans .it thi Bource rathei than competing between themselves. I. ltol«' of thi' n'ps: \ itionaJ representatives ha\e been doing an in- uglj bettei job. But the) can Mill do more with respect to creative selling and in counseling stations on theii programing, other matters. .7. Stat'ums must decide spat's iatv: It stations so decide, thej lorn national spot to wither. Thej must make up their minds whethei thej want to go ill "lit to iii-u t. spot radio revenue 01 whethei thej ar» willing to rely on local ad ei would be self-destructiv< decision I lust- art- §U£ge*tionS tiuttlr ill 11 s*l'()\sOI{ editorial llii. iv«n<-. §M fiiifsr l.ib. in James M. Boerst's Spot Radio Re- port, the picture for the first half of 1954 vs. 1953 shows five advertis- ers using more stations, five using less and five using about the same number. On a broader scale, this picture is borne out by reports from reps, who told sponsor that some of their sta- tions were doing better than last \ear. On balance, however, the minuses have been greater than the pluses. The list of clients that reps reported slicing spot radio reads like a gilt-edged ros- ter of air advertisers. Cold remedies, such as Vicks, Bayer, Anacin, and Grove, led the parade. Other names include Continental Baking, Bab-O, Colgates Fab. Vel and Ajax. Clorets, Chase & Sanborn's instant and regu- lar coffees. Simonize, Ipana. General Electric t\ sets. Prestone, Blue Bonnet margarine. Lever's Chlorodent. Ply- mouth, Carter's Arrid and Little Liver Pills. Minute Tapioca, Pream. Pan- American Coffee. Cheerio?. My-T-Fine, Bulova. Spot radio's continued rise in the past and its big \ear in 1953 have masked the fact that what's happening in 1954 is not new. Bulova. to take one example, has been cutting spot ra- dio gradualh as its agency built up announcement franchises in tv. One of the most well-informed men on what the Big Three ( P&G. Colgate and Le\eri arc doing in spot told SPONSOI the soap trio have been paring their spot radio budgets lot five \cars. Vnyone taking the time to anah/e I ( ( fi mires could have detected BigM 30 SPONSOR of trouble for spot radio before this year. For example: sponsor compared spot radio station revenue in the 16 top tv markeis, ex- cluding New York, Chicago and Los Angeles, in 1950, video's first big year, and 1952, the )ear the freeze was lift- ed. (The top three cities are not in- cluded because key network stations in those markets are covered separately in FCC tabulations.) Of the 16 markets, 10 registered a drop in spot radio revenue, while six showed an increase. During that period, total spot radio revenue rose from $118.8 to $123.7 million. A sharper picture of tv's impact on radio spot is shown by a comparison of spot radio revenue in tv versus non- tv markets between 1951 and 1952. (The latter year is the latest on which FCC figures are available. ) While to- tal spot radio revenue figures rose 3.4%, revenue in non-tv markets rose 11.1% and revenue in tv markets was about level — actually a drop of 0.5%. A breakdown of spot radio revenues in tv markets shows, however, that the big cities did better than the smaller ones. Radio stations in the dozen mar- kets with three or more tv stations notched up their spot revenues 1.8%, while am outlets in the 51 other tv markets dropped off 3% in spot rev- enues during that period of time. Does this indicate that spot radio usually bounces back after tv's initial impact? The above figures are not conclusive, although the bigger mar- kets tended to be fir.-t with tv stations. Hut a number of the reps told sponsor there were plenty of examples where their stations, after an initial loss of business to tv, have snapped back. 2. The business situation: The ex- tent to which the recession has affected spot radio is disputed. Some quarters feel that the recession has had a small lliliiiiillliilll .,;;■:.■:■:■,.'■,: . . ,1 status report effect on spot radio — perhaps not enough to make a difference all by itself but enough to show. The effect, it is said, is not evenly distributed. A number of markets have been hit by the recession while others have been relatively untouched. But it is felt that the knowledge by advertisers of a recession has made them more cagey about spending on spot radio in the face of tv's high cost. In support of the thesis that eco- nomic conditions are not a factor in spot radio's dip, advertising men point to the probability that total advertis- ing will be up. It is argued by some that the ex- pected dip in spot radio dollars this year is nothing more than a zag in the upward zig-zag that spot radio will take in the future. The argument goes along this line: Spot radio did wonderfully well last year. Station revenue reached a figure that various sources estimates are be- tween $135 and $150 million, up from $123.7 million in 1952. Even if spot radio drops 5%, the total will still be higher than 1952. In talking to reps, sponsor found a similar point of view on the individ- ual station level. There were stations which were 20 to 30% behind last year, but still ahead of 1952. In talking to reps, sponsor found this to be true at the individual sta- tion level. There were stations which were 20 and 30% behind last year, but still ahead of 1952. 3. Growth of co-op: The possibil- ity that the "true" amount of national radio spot income is hidden by diver- sion of spot money into local radio co-op funds has occurred to a number of people. While radio stations welcome the growth of radio co-op, they are Cott- le P/ease turn to page 120) Industry effort to sell spot radio comes from BAB, which calls on ad- vertisers to make presentations; from SRA's Crusade for Spot Radio which also carries on campaign of presentations to potential spot radio clients. Picture below shows SRA Crusade for Spot Radio meet- ing. Seated, I. to r., Reg Rollinson, Crusade director; Harry Burke, KFAB, Omaha; Philip Merryman, WICC, Bridgeport; Ben Strouse, WWDC, Washington; T. F. Flanagan, SRA managing director; Charles Phillips, WFBL, Syrcuse; William McGrath, WHDH, Boston. Standing, I. to r., Louis ivioore, Robert Meeker Assoc; Rucsell Woodward, Free & Peters; Russell Walker, John E. Pearson; Richard Mason, WPTF, Raleigh; Robert Jones Jr., WFBR, Baltimore; Odin Ramsiand, KDAL, Duluth; John Blair, John Blair & Co.; Robert Meeker, Robert Meeker Assoc; Art McCoy, Avery Knodel and Wells Barnett, John Blair. Both BAB and Crusade seek to influence basic media decisions 1 NOVEMBER 1954 31 r Texaco tries for two audiences with one Iv time slot Tv pioneer returns to network big- time with new two-show pattern DURANTE While the inimitable Jimmy has always been widely popular. Texaco feels there is a plus in his appeal to old-timers and sentimentalists generally. Durante and 0 Connor are on alternate weeks \ 0 CONNOR Young Donalc through with i in last seasor sures. His younger peop believes. wilU audiences. Ci is live. O'Cti is on film. /*v llrrman Land D. W. Stewart— Tex Ad. Mgr. Myron P. Kirk— Kudner am-tv v. p. Gerard Johnston — Kudner a e The ad team thai guides Texaco's iv and radio Three admen whose pictures appear above guided Texaco back to night- time network tv. SPONSOR esti- mates that more than one-third of the company's 1955 ad budget is going into tv, about 16% into radio, network and spot. In a highly com- petitive industry, Texaco is the only concern with 100% national dis- tribution. It ranks second in net earnings, after Standard of N. J. 32 I exaco i- back on i\. This is a major event in the short hut hectii career of the visual medium. After a seasons hiatus, one of the industr) > meat pioneers has returned, and with a program entr\ that nia\ well help to sel a sponsorship trend. The Texas Companj made its first big splash in an infant medium on 8 June 191!! when it joined hand- with Milton Berle to launch the remarkable set-buying spree that helped tv to grow out of babyhood with breath-taking rapid it \ . \\ lun Texaco and Berle parted com- panj (lie medium was a giant. The -how that had begun on seven stations was now costing $1 10,000 per program lor time and talent, \nother season would see the cost leap to about $150,- 000. \t tin- point the Texas Companj decided to < all the whole thing off: then- was a limit to the amount of monej which even a happj client with Texaco's great resources was willing to pul behind a regular show, though the Nielsen average for the '52-'53 sea- son was a whopping 18.6. \li. 1 1 h \ ision wenl on to a new sponsorship under Buick. Hut the lexas Company, although it ranked a- the hltli largest industrial concern in the world, and wa- the onl\ gaso- line with trulj national distribution, found ii advisable to hold back until read) before launching anj new t\ ventures. \- ad manager Don Stewart told sponsor: "You don't pick up exactl) the -tar and show \ou want overnight, especiallj when \<.u are looking for someone to follow a Berle. Better to wait until you land the righl propertj than rush back with a second- rate enln . In the meantime there wen signs of increased competition within the gasoline industry. Powerful ad pu-hes were extolling the miracle powers of fane) new ingredients. Texaco had its work 111:00 p.m.. on NBC T\ I. The) are The Jimnn Durante Show and The Donald O'Connor Show, seen on alter- nate Saturdays. Durante will do 20. O'Connor 10 -how-. Ever) tourth SPONSOR week, however, the series pauses for an Oldsmobile spectacular, 9:00-10:30 p.m. Reasons for using the two shows as cited by Texaco's Don Stewart: 1. Two audiences for the price of one. Each of the two comics can build a loyal audience, and a large one. But there is reason to believe that Durante and O'Connor have basically different appeals, Durante to the old-timer, O'Connor to the younger element. In all probability there is also an audi- ence which likes both. By uniting the two stars in the Texaco Star Theater, it may be possible to broaden cover- age significantly. This is the Texaco hope. Both client and the Kudner agency are ready to admit that the approach is based as much on guesswork as on hard evi- dence. Obviously, it will become nec- essary to determine soon whether the two shows are actually reaching differ- ent audiences by carefully going over audience composition figures. 2. Star regularity. One of the plus values of the conventional weekly show is the regularity with which the star appears, so that the viewer gets to associate him with a particular time and day. Texaco hopes that to some extent this will be accomplished through its current schedule. On the Colgate Comedy Hour, by way of con- trast, the viewer knows that a number of stars will be rotated, but he does not necessarily associate them with any case history regular schedule, since so many are involved. Each of the Texaco stars, on the other hand, appears on his own show with such frequency, that the program can appear as a series to the viewer. He will, it is hoped, learn to associate The Jimmy Durante Show or the Donald O'Connor Show or both with the Saturday night slot. In tv you can use two shows in the same time slot to get different audi- ences, Kudner account man Gerard Johnston told sponsor, because habit i^ not as powerful as it was in radio. I he viewer is more selective and tunes lig; I \'( '( ) public relations problem. £ nternational Nickel ( !o. is one of the industrial grants which in recent years have found spot radio an effective medium for public relations advertis- ing. Their message: Everybody uses nickel in his everydaj life, but few peo- |j|r ever see it in recognizable form. I heir audience: All consumers, even though iik >-t of these will never he in a position to bu) oickel as such. Their purpose: To make the com- pan) name known in a friemlK light and to make the importance of the metal known t<> the public. INCO embarked on a major institu- tional advertising campaign during World War II through its traditional ad media: national magazines and newspapers. When World War II ended, the firm continued its cam- paign, until 1951. At that time Mars- chalk and Pratt Co., INCO's agency, sugge ted that they tr\ spot radio to get across their message in the most important industrial areas. For the past three years an increasing percent- age of the I'udget devoted to this p.r. advertising has gone into spot radio. Onh during the past decade has spot radio been u-ed extensivel) b) major companies for institutional purposes. To show how the medium can do a p.r. job, sponsor has analyzed IV I >*■ entr\ into radio, the studies that pre- ceded its decision and the re-ult- the company has obtained from it. I ntil 1951 INCO had been a printed media onh advertiser. Much of this advertising was direct-sell through some 100 trade publications aimed at industries using nickel. These trade papers ranged from steel magazines yachting journals, from pertoleum to sports magazines. During the war the llilllllllllill illlllllll II Minimum, i' HOW INDUSTRIAL FIRMS CAN USE SPOT RADIO TO SOLVE 6 PUBLIC RELATIONS PROBLEMS I. Labor problems: Local news, weather or sports shows reach m Sponsorship of such pro- ing can be used as vehicle to popularize the com- panys lal>or policy, encourai productivity, avert striken. Long standing p.r. advertising in ;i community d il laj offs "i i . .• ; u it emplo 'J. Municipal ordinances: Bj supporting various commu- nity drives with its airtime and under the company's strengthen its position in the commu nity. When population of town realizes the good will and importance of the firm to the town, it is n. >t likely t" pi gislation 3. \ ii .1 is.],,. .. t ion of plants can .nous.- the ol .in entire community that is being affected. A sleiit term special radio campaign in thai area can pre point, avoid citizens ' actions to hamper or boycott thi On radio com pan} spo xplain loi benefits •I. Inviting investments: With the broadening bas stockholding, spot radio campaigns in suburban and residential areas can stimulate interest in and buying of the tinn's stocks or bonds. A tirm might supplement its ads ,in financial pages of newspapers, with bus newscasts in residential am - S. Forestall hostile Government action: With Bpot radio a major capital goods or raw material produeei can tell people in various sections of the country how his ■it into their life specifically. With informed public Bupport, a tirm is not likely to become a political toot I. all •luring critical periods <». Changes in management: These can arouse hostility in the community where the ousted management plays an important role, they can undermine confidence in the coinpanj 'a policies, financing, plans, thej can spearhead labor difficulties. Ose of spol radio before a merger or managemen g in smooth over transitions 34 SPONSOR iiel uses spot radio for p.r. rots are vehicles for INCO's p.r. commercials firm also started a campaign of insti- tutional advertising through national magazines and newspapers. In fall 1951 INCO's agency, Mars- chalk and Pratt Co., suggested that INCO try radio for its p.r. effort. An INCO vice president got together with Sam Meulendyke, the agency's executive v.p. and INCO account ex- ecutive, to determine in which cities INCO should stage its radio debut. Thev picked two markets that were representative of the industrial areas INCO wanted to reach: Syracuse and Minneapolis-St. Paul. In Syracuse the agency bought World News Round-Up at 8:00 a.m. on WFBL. In St. Paul INCO sponsored a 15-minute news program at 10:00 p.m. Before going on the air, INCO asked the Psychological Corp. of New York to carry on some pre-radio tests case history in those two markets to determine to what extent nickel and INCO were known to the general public. The Psy- chological Corp. had previously tested INCO's print copy for impact and com- prehension. Now this research organi- zation was commissioned to find out the effectiveness of radio in making INCO better known. The Psychological Corp. divided the test into three stages: before INCO's radio sponsorship; after three months on the air; after six months on the air. They chose a sampling of 1,200 re- spondents who were given a four-page questionnaire to fill out. This ques- tionnaire was designed to reveal how people felt about nickel and INCO on these scores: (1) knowledge about nickel as a metal — its properties, uses, applications; (2) attitudes toward the importance of nickel: (3) specific knowledge about INCO, what the firm is and what it produces; (4) attitudes {Please turn to page 98) INCO commercials inform general public about nickel and the company. Firm's theme is "nickel — your unseen friend, ' ' since everybody uses products containing nickel every day, without realizing it. Firm broadcasts three p.r. messages weekly over 13 stations : ' ' Appli- cation commercials" explain uses of the metal, as in jet plane engines (picture above) ; "Company commercials" tell how INCO mines and produces nickel (picture >elow). "Research commercials" tell of contributions by INCO scientists to industry. Cost is less if commercials are made with series, says Ziv Tv. Ann Baker and Bobby Ellis, stars of Ziv's "Meet Corliss Archer," enjoy the sponsors product while filming Oscar Mayer Co. commercial TPA insists on "judicious" use of talent, "believable" commercials, suggests minimum order of three commercials so sponsor can rotate. John Hall ("Ramar of the Jungle"), does film for Lay's Potato Chips isiiig vour film show lalen in commercials : ommercials bv stars arc available from 20 svnilicators. survey shows f/n markets. I hese stars, .u\t\ man) more, an available to national, regional and even local sponsors who hu\ syndicated film -hows. Main advertisers, however, aren't quite sure just how they can arrange to use stars in their commercials. To find out SPONSOR went to the film pro- gram sources. Out of 86 film distribu- tors, SPONSOR found 20 who have stars available in completed -erics for cus- minimi film III tomized commercials (see chart at right i. Suppose you want to bu) a syndi- i ated film program and use the -t.n of the show in your commercials. How do you go about it? \\ hat does it cost? I >•• results iu-tii\ the added expense? I leu- arc the answers. I ii -t ol all you have to < heck to see it the talent w ill do comincn ial-. Or you might take the opposite tack and check the li-t of stars available for commercials, picking out the -tar which has the most suitable -how for your product. Some stars, of course, won't make anj commercials; a few will make them onlj for a -titf fee: some will make lead-ins or short opening or closing commercials, hut shj awaj from a one-minute pitch. But even if the -tar i- available, some syndicaton will invariabl} screen the types ol products that the\ will allow their -tar- to plug. Let- saj your product i- suitable and you bu) the -how in a do/en mar- ket-. \\ hat"- the next Btep? "\ < >u*ll want to know how much the comincn ial- using the -tar of youi -how will cost There's no hard and la-t rule. SPONSOR found more \aria- tions in cost than similarities, Gen- erally, however, a one-minute commer- cial would cost a minimum of $500 and could reach a maximum ol v (,000 {Please turn to j>ai:i' 122 I 36 SPONSOR lese 20 syndicators say their talent will do commercials for clients to order INDICATORS WITH THEIR HOWS WHOSE TALENT DO COMMERCIALS CLIENTS FOR WHOM COMMER- CIALS HAVE BEEN MADE REMARKS FROM SYNDICATOR ■ FILM SYNDICATION jj<|inrt to Danger"; "Mandrake Passport": Four advertisers have shown interest but as yet no commercials pro- duced These two films, recently released, have not been available long enough to gauge sponsor reaction \i:i Film i emphasizing in its promotion that films' star- "delivei tin- audiences' i n commercial l o I ranges upward from about (200 toi lead-in of 20- or 30-se ond leng /|EY V. BARRETT 1 i- Your Music" Pacific Telephone & Telegraph Co. Price of c mercial below normal costs. Syndicate] uggi I < ommcrcials be made when series is being filmed to save money. i> -«■ ond nprnini: mil . h. m TV FILM SALES Files of Jeffrey Jones"; "The Range Annie Oakley"; "Gloria Swan- Crown Theatre"; "Amos 'n' Andy"; Linkletter and the Kids"; "The Cases idle Drake" "Range Rider": Various bakeries ; "Annie": Canada Dry; "Linkletter": Bond Bread (16 markets); "Eddie Drake": Daw- son's Beer Commercials will be made at any time but there is cosl saving if syndi- cated series is in production at the time. Price varies widely depending upon what is in Mil vcd. may run from as low as $1,000 to more than $3,000. Linkletter available only for regional accounts. IOLIDATED TV SALES Scene with a Star" ; "World of Wolo" "The Drawing Series have just been released; no sponsors signed as yet for commercials When star is used in local commercials, syndicator ame set be used as is used in show to best identify the star, the show and spon- sor's product. S. COODMAN Jump of Holliday House" Various types of products Sets are scaled down to puppets' sizes — -about 40% life size. Openings cost about $250, closings about $350 and up. D FILMS Brace" ; "Life with Elizabeth"; "Joe >ka" ; "Frankie Laine" ; "Florian More than 50 local sponsors have used one or more Guild Films stars; range of types runs from mortuaries and jewelry stores to department stores, banks and biscuit companies Sponsors are advised of production schedules so they can plan to film com- mercials at same time. Cost for regular one-minute commercial may be under $750. "Liberace" sponsors can use films made by puppets for much less than this (see story); special Liberate musical commercials are created by Song Ads, Inc., for Guild Films. RSTATE TV CO lglas Fairbanks ymore Theatre" "Fairbanks" : Rheingold uses customized Presents"; "Ethel commercials in five East Coast markets and in California Fairbanks does new opening and closing for each show for Rheingold, integrating some object or curio in his study with the show and the product; where sponsor is in enough markets this technique not too expensive, although it is prohibitive for smaller advertisers. Barrymore has not made any commercials but is available for "institutional" type. ION PICTURES FOR TELEVISION •rlock Holmes"; ''Duffy's Tavern"; et Dean"; "Flash Gordon"; "Paris met"; "The Original Tim McCoy" Plash Gordon": Best Foods; "Janet Dean": Bromo Seltzer; "Duffy's Tav- ern" : wide variety of food products and brewers Some of these films have not been available long enough to gauge sponsor reaction Most advertisers who have used MPTv stars shoot several commercials at the same time. Cost of commercials varies widely. Most MPTv stars are also available for personal appearances. FILM DIVISION : Falcon"; "His Honor, Homer Bell" No sponsors have used stars in commercials as yet NBC Film has contracts with McGraw and Lockhart in which they agree to make commercials, but fees and other arrangements must be made. CIAL FILMS onel March of Scotland Yard"; "Secret U.S.A." "Colonel March" : Chicago brewery Official will make commercials for advertisers using its stars, but does not emphasize this service. Official says it takes a major advertiser to pay for customized commercials using leading stars. RECORDED PROCRAM SERVICES lers of the Purple Sage" No sponsors have used star in commercials as yet This series, recently released, has not been available long enough to gauge sponsor reaction. JBLIC PICTURES (Hollywood Tv Service) No sponsors have used stars in commercials | >ries of the Century" as yet This series, recently released, has not been available long enough to gauge sponsor reaction. Republic does not emphasize this service but will make commercials for cost plus 10%. ■:en cems e Big Playback' No sponsors have used star in commercials as yet Screen Gems will make commercials for advertisers if star is available, but does not emphasize this service. iLINC TV isic for Everybody": "The Paul Killiam No sponsors have used stars in commercials as yet Sterling will make commercials for advertisers using its stars, but does not emphasize this service. EFILM ENTERPRISES bian of Scotland Yard' Molson's Beer Stars will make either openings or closings or both, and/or middle com- mercials. Stars also are available for personal appearances. EVISION PROGRAMS OF AMERICA ery Queen"; "Ramar of The Jungle"; plain Gallant of the Foreign Legion" P.llery Queen": Breweries, optical compa- nies, furniture stores, gasoline (Clark gas); "Ramar": Good 'n' Plenty Candy, Various dairies, potato chip firms TPA makes commercials using its stars at cost. While average commercial may cost about 53,000, if TPA films it while the series involved is in production the cost may be as low as $500. TPA insists upon "judicious use" of its stars in "believable" commercials. TED TV PROCRAMS tyor of the Town"; "Waterfront"; icky Jones, Space Ranger" "Mayor": Schmidt's Brewery (four mar- kets). Richfield Oil Co. (WTest Coast), utility companies, household products; "Waterfront": Breweries; "Rocky Jones": Silver Cup Bread (five markets) No sponsors have used stars in commercials as yet 1'TP will make a standard opening or closing using the stars with spon- sor's product for flat $250 net. Longer commercials can be arranged. TED WORLD rt subjects I'W will maki commercials for advertisers if star is available, but does not emphasize this service. TV PROCRAMS Led Three Lives" ; "Cisco Kid" ivorite Story"; "Mr. District Attorney" set Corliss Archer" Three Lives": Ronzoni, Phillips Petroleum (40 markets), Marcal Paper; "Cisco": Best Foods. Teddy Peanut Butter, Ward Baking: "Favorite Story": Boyle-Mid- way. Chef Boy-ArDee, Chase Federal Savings (Florida), First National Bank of Atlanta, Turns, Zins-Master Baking Co., White Dove Mattresses; "Mr. DA": Carter. Samsonite Luggage (40 mar- kets). "Corliss Archer": Oscar Mayer (three markets). Pet Dairy Products Co. Ziv has always offered to make commercials for local advertisers (at cost) as part of its regular service. Commercials have to be consistent with stars' dignity and the setting of the program. Depending on what an advertiser requires, cost of commercials ranges from a few hundred to one thousand or more dollars. Ziv points out that while some adver- tisers use films in 40 or more markets, cost of customized commercials usually is low enough that one-market advertisers also can afford the price. TV DICTIOMRI/HillBOOK W hether you're a copy chief or a lighting technician, SPONSOR'S tv clictionarv offers unusual opportunity to sec sprawling tv industry as whole television had one of the shortest childhoods in electronics history. Because tv matured so fast, no complete record of its vocabulary ex- isted before Eerb True's first tv dictionary was published in sponsor in 1!>50. True, now an advertising assistant professor at Notre Dame, broughl his background as an adman and station man to the work of compiling a tv reference book. The L954 Tv Dictionary/ Handbook is the third and by far the largest such reference work compiled by True for sponsor. Whether you're a copy chief or a lighting technician, the tv dictionary offers an unusual opportunity to see the sprawling tv industrj a cohesive unit and to plug up gaps in your own knowledge of television today. • • * \f continued) PROPERTY PLOT Detailed list of props required for any given show and usu- ally drawn by prop man. PROSCENIUM ARCH Low wall which usually divides studio stage or sets studio audience. PROTECTIVE FLAT Set flat addition to prevent camera from accidentally shooting off or over set. PROPS or PROPERTIES All physical mat' ed in a scene, such as fur- nishings, decorations or articles uti- lized by actors m portraying their re- PPCISIONAL CUT Cut in a show planned before telecasting in case of possible need proxy Character iced by a writer .. e information to a viewer PST Pacific Standard Time. PUFF (1) Exaggerated praise written for publicity purposes. (2) Highly fa- vorable constructive criticism of a tv show. PULL BACK up. To dolly out from a close- PULSE New York: both radio and tv research; uses the printed roster aided- recall (personal interview method* on a nationwide and local-area basis; covers over 97 tv and over 89 radio markets. Sample base of 400 radio interviews for once-a-week programs; 1.000 for five-a-week radio shows. TV: 200 to 400 interviews for once-a-week programs: 1.000 for five-a-week shows. Interview period is usually first seven days of the month. Delivery time is four to five weeks. Cost for stations S200 to $1,000 per month; for agen- cies. $75 to $500 per month. Approxi- mately 500 subscribers. Data supplied is both radio and tv quarter-hour rat- ings, viewers per set, audience com- position, share of audience, sets-in-use and number of cities carrying show. PUNCH IT or PAINT IT UP To accent or emphasize an action, sound effect, music or line of dialogue in order to make it more meaningful. 38 SPONSOR PUNCH MARKS Perforations appear- ing in a film to warn the projectionist of changes from one reel to another, or the approaching end. They appear in the upper right-hand corner on three or four frames 12 feet from the end, again at one foot from the end of the reel. PUSH-OVER WIPE Type of wipe where the first image moves horizontally on the screen as if propelled by the second image immediately following it. Like the lantern slides projector when slides are changed. PUT A BUTTON ON IT Direction usu- ally to musical director to give a clean decisive ending. PUT A WATCH ON IT To take an ac- tual timing of a show or scene. PUTTY BLOWER Trombone player. QUICK STUDY Person who has the faculty of rapidly grasping essentials of a situation, story line, action or changes in the script. The successful director, cameraman or soundman is usually quick study. QUICK CUTTING Cutting camera shots so short that they follow each other in rapid succession on the tube. Unless used for special effect, very poor tv technique. QUICKIE Type of tv film made quick- ly and cheaply. QUONKING Distracting conversation or actions by individuals who are not connected with show but are within camera or mike range. RAIN Fine scratches on kine or film which become filled with dirt and dis- figure the image. Usually acquired from repeated use and age. RAKE Used in connection with scen- ery. To rake a set or flat means to shift its position or angle of alignment for more suitable placement, lighting or camera pickup. RATING Percentage of a statistical sample of tv viewers or radio listeners interviewed personally, checked by meters in the home, telephone or diary who reported viewing or hearing a spe- cific tv or radio show. (See Tv Ratings for comparison and description of various techniques.) RAW STOCK Sensitized film which has not been exposed or processed. Film or kine which has not been ex- posed. RDG Radio Directors Guild. REACH When a writer or creator gives an obviously contrived solution to a plot. REACTION SHOT Shot showing effect of an emotional thrust on a character. READ FOR STORY Meaning to get the general idea of the action, talent. Hasty examination of script. READ THROUGH Usually the first reading of the script by the cast be- fore the dry run. READER Derogatory term given to tal- ent who sounds and looks as though he is reading or reciting his lines rath- er than giving them life through in- terpretation. READING HIGH HAT Reading or por- traying a script in an aloof, unbeliev- able, lofty manner. READ-Y Pronounced reedy. Quality of unnaturalness by talent giving viewer the feeling that he is reciting rather than talking. READY Signal by director to TD and/ or cameraman as warning of intention to use an existing shot, previously planned shot, technique or combina- tion of shots. REALISM An attempt to render the naturalistic elements in the external world with a freer play of interpreta- tion than is allowed in naturalism. REAR-SCREEN PROJECTION Process where scenes are projected on a trans- lucent screen from the opposite side from where the scene is being viewed. Special advantages include: (1) Speed. There is no delay in moving lights; a set is changed by using different slides in the projector. (2) Economy. Not necessary to construct new sets or shoot on location. (3) Flexibility. Va- riety of scenes and the art forms used to convey them. (3) Variety. Every- day settings can be made to look dif- ferent, relieve the monotony. (5) Spe- cial effects unlimited. Use of moving backgrounds, with slides; people can walk through a screen or turn into a silhouette; the sponsor's product can appear from nowhere. (6) Impact. The background can be scientifically doc- tored to focus immediate attention on the advertiser's product. (7) Perspec- tive. A single drawing can give the illusion of a corridor 100 feet long. (8) Avoids agency disappointments. Backgrounds can be easily changed without new budget changes. RECALL Method of measurement of the number of people who remember viewing a tv show after the telecast. The technique used by Pulse survey is aided recall. RECOGNITION Employer's voluntary acceptance of agent or union as the bargaining spokesman. RECONDITIONING Treating negatives or prints to remove oil, scratches and dirt from their surfaces. Exact meth- ods are trade secrets, but they are based on wax applications and some- times localized heating of the emulsion to close the scratch. (Please turn to page 110) R RACKED UP Tv or radio apparatus that is situated fairly permanently. RACKING OUT OF FOCUS Soft and slightly hazy effect obtained by shoot- ing subject slightly out of focus. Ef- fect can be crude and undesirable since it lacks continuity, i.e., nose may be hazy and the ears sharp. (See Soft Focus.) SPONSOR'S tv dictionary in book form will be convenient reference containing thousands of key industry terms From "AAAA" to "Zoomar lens," SPONSOR'S tv dictionary in book form will contain literally thousands of key tv industry terms. The book version will be published after the complete dictionary has appeared in installments in regular issues. The book is designed for your convenience as a reference; cost is $2 each. You may reserve your copy now by writing lo Sponsor Services Inc., 40 E. 49 St. 1 NOVEMBER 1954 39 Preferred ! . . by listeners, because it SERVES . A personal interview survey conducted, August 27 to September 3 at the 1954 Ohio State Fair by Market Research of Cleveland showed WRFD to be the top preferred radio station in Ohio! Of a total one thousand persons interviewed, 641 said they listened to WRFD. Interviewees were also asked, "Which station has the most helpful and interesting farm programs?" WRFD was undisputed leader in this category, ranking highest in listener preference in 55 of Ohio's total 88 counties, second in 22 counties! There is a good reason for WRFD's remarkable leadership in listener preference among farm and rural people of the Buckeye State. Now in its eighth year of operation, WRFD has consistently served rural and farm folks better than any other medium. It has provided farmers with accurate market and weather information, broadcast at the most convenient times of day. It has aired regular general farm information programs, designed to help farm folks save both time and money. And, WRFD has neatly tied this big service package together with the kind of entertainment features preferred among rural people! WRFD is heard and preferred in the vast Ohio "Town and Country Market" (rural and small town areas which accounts for more retail sales than any metropolitan market! Preferred!.. by sponsors, because it SELLS . • • You cannot adequately cover the rich Ohio "Town and Country Market" without WRFD. Put your sales mes- sage on WRFD, and get deeper penetration in rural Ohio at lower cost than is possible with any other advertising medium! Check the following list of advertisers who reach rural Ohioans via WRFD; then contact your Robert Meeker Associates man for availabilities: Implements: Ford Tractor Division — Minneapolis Moline — International Harvester — Palsgrove Manufacturing Company — Cobey Implements. Form Feeds: Murphy Products Company — Allied Mills, Inc. — Kasco Mills — Vitality Mills — McMillen Feed Mills — Farm Bureau — Pillsbury Feed Division — Larro Feeds, General Mills — Myion, Inc. Fertilizer and Chemicals: Davison Chemical — NACO Fertilizer — Verkamp Ammonia — DuPont — Dr. Hess & Clark — Lederle Labs — Hercules Powder Co. Petroleum: Standard Oil of Ohio Fleetwing Petroleum — Sinclair Refining — Sun Oil Company — Gulf Oil Com- pany. Seed Companies: Funk "G" Hybrids — Pfister Associated Growers — DeKalb Hybrids — Pioneer Corn Company — Scott Seed Company — W. N. Scarff & Sons. Farm Organizations, Services: Central and Northern Ohio Breeding Associations — Producers Livestock — Ohio Wool Growers — Farm Bureau. M»sce//aneous Farm Companies: Butler Manufacturing Co. — Behlen Manufacturing Co. — Marietta Silo Doane Builders — D-Con — Conde Milkers — Grand Sheet Metal Products. Consumer Products: A. E. Staley Co. — Omar Bakenrs — Olson Rug Company — Waverly Fabrics — Bliss Coffee — Swansdown Cake Mixes — Robin Hood Flour — Ward Baking Company — Coca Cola Bottling — Pennington Bakeries — The Borden Company. Ohio's Rural Station where town and country meet . . ^o6erf77£ee6ers444occcite4 national representative 5000 Watts* 880Kc WORTHINGTON,0* 40 SPONSOR 3nl Annuul Farm Section Highlights of 1954 farm air picture More than 60% of the country's radio outlets and better than 45% of the nation's tv stations direct part — or even all — of their program- ing toward the farm market, a sponsor checkup shows. Farm homes spend about 25% more hours dialing radio than do city folks. And, where tv is available, the 35% of farms that are tv-equipped spend 18% more time viewing tv than do urban homes. Farm income was down last year, but farm forecasters predict a rise as farm production tries to keep pace with U.S. population, now growing at the rate of some 2,500,000 per year. Farmers have over $170 billion in assets, $38 billion in income. Project Editor: Charles R. Sinclair What can farm radio-tv sell? Here are facts and figures on farm consump- tion of consumer and farm-use products in U.S. Listening, viewing is great- er on farms. Ruralites look to air media for en- tertainment, information, and any news of farming. Farm radio-tv directors: they have the farmer's loyalty, they talk his lan- guage, and can do an ace sales job at all times. The farm market: Here you*il find a roundup of new facts about the state of farming today and its outlook for the year 1955 Farm air media sell wide range of products and ser- vices, as this selection of 12 "success stories" shows graphically to advertisers. page 42 page 44 page 46 page 52 page 54 1 NOVEMBER 1954 41 Better than seven out of 10 'farm house- holds have a dog, Capper Publications study shows. Yet, despite stress on "sci- entific feeding" of farm animals, only 17.2% of farmers buy canned dog food Farms today are motorized. Recent check- ups show that in many areas more than eight out of 10 farms have cars. There has been an increase of 120% since 1940 in the number of farm trucks, gas use Farm homes represent a top markel ©■ new, additional, or replacement radio no tv sets. Percentage of homes with rife is higher than U.S. average. For ftrt tv set sales potential is important f »» Should your product be sold i Many consumer advertisers are overlooking rich .sales poten jil J§^ m°nr admen who plan campaigns for farm-use products — like fertilizers and baby chicks and formula feeds — there's little mysterj about the value of the farm market or radio-tv's ability to reach it. I bese admen know the farmer is a multi-billion dollar customer. Many of them know from fir-t-hand experience that farm broadcasting can establish farm products quickly and then main- tain -tron- sales, i For examples of this, see "Farm \ir Results," page 54.) Long-range farm-product strategists have kept close — and often rewarding tabs on the growth of the farm mar- ket I he) have wat< bed, for example, the trend toward power farming which has me mi .in ini rease oi neai l\ 1009? in the numhei of farm tra< tors and corn |'i« kei - and an in< rease of 1 20" i in the numbei "I farm trucks since [941. I'hcv have noted the trend toward a icntiii. I. ii ming Bpurred bj farm* area broadcasting, a trend resulting in an in' rease of more than 270' I in the amount of manufactured feed used and more than 3009? increase in the amount of fertilizer purchased since 1935-'39. Thus, the roster of farm radio-tv clients is filled today with names like these: Purina. Murphy Products, Pills- bury Feeds, Davison Chemical, Shell Chemical, Du Pont. Mathieson Chemi- cal, Oliver Corporation. International Harvester. United Implements, Conde Milkers, d-Con, Pioneer Corn. DeKalb Hybrids. Allis Chalmers, Oyster Shell Products and Ferguson Tractors. But what about farm radio-tv adver- tising among firms who manufacture products — like gasoline, tires, or paint which are used in conjunction with farm equipment? \\ hat about farm air campaigns by advertisers who market onlmat \ "consumer" products, from applian* «•- to fro/en foods? On the surface, it would seem that consume] advertisers and semi-con- sumer | lucts would be hard on the heels of the specialized farm producl sponsors in farm broadcasting. Cer- tainly, the markel opportunity seems i" be there. For example: • According to the U.S. Census of Business, nearl\ 6095 of the nation's retail grocery sales are made in town* of less than 50.000 population. By recent government estimates, this amounts to an annual food bill of bet- ter than 814,000.000. The long-range trend, government surveys by the De- partment of Commerce show, is toward a reduction of food raised on farms for home use and an increase in food pur- chases in stores. • Nearly three-quarters — 7395 — of the hardware store sales, according to the same government source, are made in towns of under-iSO.OOO population, amounting to an annual level of more than $1.8 billion. That's because farm- ers are extremely self-sufficient. A survej in 1950 by Capper's Farmer. for instance, showed that among farm- era 93.295 did their own inside paint- ing, 92.595 handled their own rough carpentrj on new buildings, 80.395 re- paired roofs on homes and buildings and more than a third installed their own plumbing. • It"> hard for some to picture farm- 42 SPONSOR mers represent a big market for light ' nes. U.S. farmers own, according to CAA, more than 10,000 planes — about "c of the U.S. total. None are air-sold, hough planes are periodically replaced Home freezers are popular kitchen appli- ance among farm housewives. More than 30% of U.S. farms, by utility estimates, have freezers. And, freezers invariably rank high on list of intended major purchases No major candy firm uses farm radio-tv to sell its products. Yet more than 70% of candy sales in farm states, according to "Sales Management," are spread through areas outside of cities, only 30% inside rm radio-tv? y's farm market ers as fliers, but the facts prove they are. Throughout the nation, according to the Civil Aeronautics Authority, farmers and ranchers own more than 10,000 airplane,- — a whopping 12r; of all the privately owned planes in the country. Per-plane investments range all the' way from $3,000 or $4,000 for the smallest aircraft on up to $60,000 or more for high-powered twin-engined jobs capable of long flights. Flying farmers, naturally, are big gas-and-oil users, and often fly on shopping trips or to choice vacation spots. • At the same time, high product consumption in farm areas is not limited to specialty items. Frequently, consumption runs higher on low-price, fast-turnover items — to the point where special farm-slanted ad campaigns would seem in order. Take an every- day item like candy, for instance. A study by Sales Management in the sum- mer of 1953 showed that there is a definite shift in candy sales away from cities and into the surrounding area. This was particularly true in farm mar- kets. In Fort Wayne, for example, (Please turn to page 65) 1 NOVEMBER 1954 Clockwise, below: WRFD, Worthington, Ohio farm directors Clyde Keathley and Jim Chapman sell HQD; KM A set up "Nitrogen Field Day" in Iowa; WLW-TV's "Midwestern Hayride" counts Bavarian Brewing on client list; Jack Timmons of KWKH goes with district salesmen of feed sponsor on calls WLS Perennially popular show with this Chicago station \ huge farm audience is "National Barn Dine now 25-ycar vet of farm broadcastine. WRFD Comely Mary Lou Pfciffcr was awarded trophy by Grocery Mfrs of America for h. r radio shows slanted at rural housewives CKNX Canadian outlet with tm; farm radio audience in Wini;him Onl irM used float in local parade to celebrate 28 years of service NBC TV N. twork do. s r, :jhr weekly tv scries from Landmcier dairy farm near Clovcrdalc. Ml Show t. .itur. ■. t.irm f.'mily .unis for rural ni«m< Pittsburgh station intirvi. w. spriyinK < xpert of ^ Carbola Co . at farm exposition in Butler, Pa 44 Listening, viewing is Greater on II. S. farms IC in-ill homes spend 24% more* time with radio, 18% more time with tv than tlo urban homes today Jp arm radio's importance as an ad- vertising medium is spelled out in de- tail in the charts at right on these pages. These data also show why farm tv, although its circulation is is only a third the size of farm radio's, is gaining in value as an advertising outlet. Capsuled for busy advertising exec- utives anxious to reach the $38 billion farm market, the rural-area broadcast story can be summed up thusly: Radio: It's still the dominant medi- um. And, farm homes spend more time daily with radio — nearly 25% more, according to Nielsen — than do city dwellers. Farm radio set satura- tion equals or surpasses the national average, particularly in multiple-set homes. Tv: Video has made great strides in the past three years in farm areas. But, farm tv is nearing a saturation dictated by present tv coverage. On a i n-l-per-1,000 basis, farm-slanted tv is noticeably higher than farm radio and will probably continue that wax. How- ever, farm tv is popular; tv-equipped farms spend nearly 18% more hours watching tv than do < it\ dwellers. This pattern, incidentally, is even more pronounced in Canada, where tv is spread very thinly over farm house- holds. As Bill Brown. radio-t\ account ex- ecutive on Purina I the largest farm air advertiser in the world) at Gard- ner agency, told SPONSOR recently : "We feel that radio still is the cheap- est means of reaching farm people when the) re in a receptive mood for buying. But at the same time we rec- ognize changes that television has brought about in the farmer's dailv waj of li\ in^." Radlo-tv oivnership: American farmers own more radios in general and more radios per household than any other consumer group. Here's a < lu-cup look at the comparison: All I .>'. households: A May 1954 study by Alfred Politz for the Adver- tising Research Foundation, the four nets and BAB showed the following picture on multiple-set ownership: 75.6' i of radio-tv homes had two or more radios, and 12.8' { had three or more radios. Over-all radio owner- ship: 94.7' r of homo had one or more. Farm households: Bj comparison, a stud\ 1>\ Capper's Fanner made in \u- gusl 1951- nearlj three years prior to the Politz study of the U.S showed the following: 7.".. '1' , of farm families bad two or more radio-, and in.")', had three or more. Over-all radio ownership: 97.7' < of farm homes had one or more radios. Ever) clue points to the fact that farm families have continued, since i Please turn to page 58 ' SPONSOR FARM RADIO-TV BASICS 1954 1. Radio listening on farms tops I average both dag and night FARM FAMILIES U.S. FAMILIES Listen to daytime radio (6:00 a.m.- 6:00 p.m.) two hours or more per week PERCENT 76.1 NUMBER 4,328,000 FERCENT 67.5 NUMBER 30,645,000 Listen to nighttime radio (6:00 p.m.- midnight) two hours or more per week FERCENT 55.7 NUMBER 3,212,000 PERCENT 43.4 NUMBER 19,704,000 Analysis: Farm families use their radios more often than does the average U.S. family. When measured against the total in each group (5,766,000 farm families; 45,400,000 U.S. families) farm families listen to daytime radio 13% more than the national average. At night, they listen 28% more often than the national level. SOURCE: Daniel Starch study for NBC Research Dept.. February 1954. 3 Farm radio program preference is m for news, markets, music Q. What type of radio programs do you, as a farmer, prefer? A.: TYPE: % PREFERRING: NEWS AND MARKETS 82.1 MUSICAL SHOWS 805 RELIGIOUS 26.2 QUIZ, AUD. PARTICIPATIONS 16.7 DRAMAS (ALL TYPES) 11.3 Analysis: This farm area checkup of listening preferences shows clearly that the farmer looks to his radio as a source of news, both general and farm (including weather reports, which he must have), and also as a musical companion, often on location in barns, trac- tors, storage areas. Radio's entertainment value is important, but plays second fiddle in typical farm communities. SOURCE: Study by WJAG, Norfolk, 1953 in panel of 400 farmers. Nebraska. Suryey made October 5. I v rieiriiig on farms is below national level since set penetration is lotv FARM FAMILIES U.S. FAMILIES View daytime tele- vision (early a.m. to 6:00 p.m.) two hours or more per week PERCENT 20.7 NUMBER 1,195,000 PERCENT 29.9 NUMBER 13,575,000 View evening tele- vision (6:00 p.m. to late night) two hours or more per week PERCENT 33.0 NUMBER 1,905, 000 PERCENT 59.1 NUMBER 26,831,000 Analysis: Chart above actually tells two different media stories. In one sense, it shows that tv usage on tv-equipped farms is quite high, since saturation figures are as follows: Farm, 35%; All U.S., 60.3% (as of Feb. 1954). In a broader sense, since tv penetration is a lot less for all farm homes than for all U. S. homes, it shows that two-thirds of all farm homes are still missed by tv SOURCE: Daniel Starch study for NBC Research Dept., February 1954. 2. Farm areiis spend 24% more hours than urban areas listening to radio Total hours per day per home spent with radio, by size of county ALL HOMES, ALL COUNTIES HOURS _ 2.70 "A" COUNTIES (500,000 AND OVER). "B" COUNTIES (100-500,000 pop.) "C" AND "D" (LESS THAN 100,000)- 2.44 2.61 3.03 Analysis: Since virtually all "farm" counties fall into the classifica- tion of "C" and "D" counties in chart above, the figures show that farm listeners spend slightly more than 24% more hours per day tuning radio than do people in urban areas. Farm area figure is also 11% higher than national average, as chart shows. SOURCE: A. C. Nielsen. NRI for March-April 1954. 4. Hour farm No. 40 30 20 10 0 Farmers prefer noon hour for "farm- slanted'' programing of day preferred for farm programs by both farm men and women listeners and general level of radio use in farm homes ^v . Radio turned on ■ Preferred by men 1 Preferred by women =34- 8 p.m. Analysis: Although over-all farm radio usage peaks in early morning, again at noon, and in early evening, the time preferred by most men and women for farm-slanted news shows is the noon hour. The other popular hours are 6:00 a.m. and 7:00 p.m., although there is some lack of agreement between farm men and women as to the ideal evening slot. Study was an extensive effort by educa- tors; it checked one family in every 50 in large area in central Mississippi. Both Negroes and whites were surveyed. SOURCE: Mississippi Extension Service, State College. Miss., 1952. 6 Where tv is available, it has faithful m farm audience, Nielsen figures shotc Total hours per day per tv home spent with tv, by size of county HOURS ALL TV HOMES, ALL COUNTIES 5.11 •A" COUNTIES (500,000 AND OVER) 4.86 "B" COUNTIES (100-500,000 POP.) 5.19 "C" AND "D" (LESS THAN 100,000) 5.74 Analysis: If a farm home has tv (most of those in the "C" and "D" group are rural video homes), the family spends an average of 18% more time per day with tv than do their city cousins. How- ever, admen should bear in mind that farm tv penetration, unlike radio, is much less than U.S. average. (See chart at left) SOURCE: A. C. Nielsen. NTI for March-April 1954. 1 NOVEMBER 1954 45 I Farm radio-tv goes to the farmer for first-hand accounts of developments, problems, ideas. Here, WCCOs Farm Service Director Maynard Speece talks to Minnesota farm family on sheep-raising Farm directors gain their knowledge by actual work on big farms. Above, WRFD Associate Farm Direc- tor Clyde Keathley rides tractor as he sprays a sec- tion of farm owned by Worthington, Ohio, outlet Tv adds sight to the sound of farm broadcas c many areas. KCMO-TV, Kansas City's J son, director of agriculture, interviews Fo official H. A. Praeger on "Meet Your Farm Lclar Radio-tv farm director: he's the rural air star Farmers place confidence in IMI». buy what he sells JJtAi\\ and advertising exe- cutive- rarely get a chance to meet the "li I I D's" Fa< <■ to face. \ml. even dmen took the trouble to tour the [arm markets to talk to these veteran broadcasters, it would be liard to keep them in I". ii- \ei \ long, i For details i bus) week in the life of a t\ pi< al radio-t\ [arm dire tor, see storj at right.) I ii in directors don'l come by their popularit) with farmers the eas) way. I u 1. 1 them can sing, dan< e, tell jokes or play a musical instrument. But most of them can handle a tractor or a combine or a milker like an ex- pert. They are well liked, respected, and are listened to by millions of farmers for a good reason: They work hard at understanding the farmer and his problems. Here's just a sampling of names from the National Association of Tv and Radio Farm Directors' list: Sam Schneider, KVOO and Bruce Eagon, k'l I L, Tulsa; Boyd Evans, WSGN, Birmingham, Ala.; Loyd I Nan-. KWTO, Springfield, Mo.; Phil I vans, KMBC, Stanley, Kan.: George German. \\ \ \\. Yankton, S. Dak.: Ted Gouldx. Wi;\l\ Fort Worth; .Norm Griffin, CkW \. Vancouver; Mai Hansen. WOW. Omaha: Bill Johnson, W l.W . Cincinnati; Howard keddie, KCBQ, >an Diego, Calif.: Amos kirl>\. WCU. Philadelphia; Olenn Lorang, kHO. Spokane, Wash.; Norman kraeft. W C-N. Chicago; and Chuck Mullet. kO A. Denver. How man] do you know ? Chances are. not main if \oure an adman involved in the radio-tv cam- paigns for an ordinary consumer prod- net. If you're in charge of radio-ti for a farm-use product, the chances Cooperation with farm officials pays off in prestige for farm directors. WHAS, Louisville's Farm Di- rector Barney Arnold was invited to address a meeting of county agents in special advisory group ••V- One of best-known "RFD's" is Mai Hansen of WOW and WOW-TV, Omaha. Below, 2nd from I., he joins group of farm experts on tv show in discussion of cattle diseases and how best to control occurrence Canadian farmers, too, depend on farm broadr main dexelop- tnents reported on KW'IO farm shows, Loyd willingl) signed a contract with the station last December whereby the I.imm must make money. (Not for the station oi Loyd Evans, incidentally. Profits go into farm re-can h I . Result: Loyd'a listeners actually live with liim da) bj da) and arc interested in how he is making out. The record books arc always open to arrj and all comers. \ml sponsors have a real tie in with the project because all live- Btock on the farm | Vngus cattle, sheep) are fed on the products made by feed- product sponsors, fuel oil is bought From oil sponsors, Fertilizer is pur- chased from fertilizer advertisers. When Loyd recommends a product, therefore, listeners believe him . . . and bu) . 4. He is often honored by farm in mips for his efforts. Part of the reason for farm direc- tors' popularity is their prestige. Man) of them have been cited time and again by farm and civic organizations. Here are some of the honors award- ed a representative radio-t\ farm direc- tor. Jack Timmons of Shreveport's KWKH: Awarded Honorary State Farmer Degree by Louisiana Association of Future Farmers of America I highest honor the FFA can bestow I : cited by Louisiana State I niversih Extension Service for "Outstanding contribu- tions to agriculture;" named Honorary Chapter Farmer by Greenwood and Ringgold chapters of the FFA; select- ed by three Soil Conservation districts as guest representative at national con- vention of SCD for two consecutive years: named Special Consultant to Louisiana Association of Soil Conser- \alion Districts: voted membership in Louisiana Cattlemen's Association: se- lected Farm Radio Consultant by Lou- isiana Vocational Agriculture Teachers at recent convention: named to Hoard oi Directors of Louisiana Poultry Mar- ket Show : named member of Agricul- ture Committee of Shreveport Chamber of Commerce; elected to membership in Louisiana Farm Bureau. These honors are no mean feat; farmers in the K\\ Kll area raise e\ci \ - tiling from cotton and corn to sheep, beef and dain cattle, hogs, and lumber crops. Timmons must know and un- derstand the whole farm picture of his area. .'). He must be alert for neu nu\s to broaden farm horizons. A good radio-tv farm director doe n't confine himself solely to the problems of his own immediate area. He will tour other areas, attend con- ventions, and visit manufacturers dur- ing the course of a broadcast season — usually hauling his tape recorder along with him to record interview-. Sometime--, the tour- become fairly- elaborate. Recently, for example, some 200 fanners, ranchers, business men and their wives left Omaha on the Seventh Annual WOW and WOW-TV Farm Stud) Tour. On the itinerary: 11 west- ern states and British Columbia. Ob- ject: to allow farmers an opportunity to study farming methods in other areas, and to apply those lessons to their own. In charge of the trip, as he has been in pasl years, was Mai Hansen, the sta- tion-' farm service director. During the Farm Stuck Tours, a total of 886 Midwestern farmers and their wives have gone along. The trips have touched on 36 states and 16 foreign countries. On the late-t junket, tour members Irticle continues page 50 ' Farm Editor Johnny Watlcins of KWTX, Waco, makes tape of interview with broiler raiser Judge Gardener for use later on radio program More field work: Jack Timmons, farm director of KWKH, Shreveport, recently interviewed farmers at the Louisiana State Fair grounds 48 SPONSOR T*-~i % '^ THERE'S A LITTLE RED BARN IN INDIANA *»cV' that'll sell big for you in WOWO-land This Little Red Barn is a radio program on Fort Wayne's WOWO. It's a farm program so real to its listeners that they can almost tell you the pitch of the roof. Matter of fact, a blind listener built a scale model of the barn and sent it to Jay Gould, who runs the program. From the sounds that go on, you'd think Jay was talking from his own farm in Allen County. He uses words probably never heard on any other program. But his listeners understand. Because good farming is next to good religion with Jay and his friends in Indiana, Michigan and Ohio. And do they like it! Here's a typical com- ment from the hundreds of letters that come in each week: "The very first door I open every morning is the door to the 'Little Red Barn' on WOWO." You, too, can open the door — for bigger sales of your product. "Tommy" Longsworth, WOWO Sales Manager, will gladly lift the latch. Call him at Anthony 2136. Or call Eldon Campbell, WBC National Sales Manager, at Plaza 1-2700, New York. WESTINGHOUSE BROADCASTING COMPANY, INC. ®@ WOWO, Fort Wayne; wbz-wbza • w B Z - T V . Boston; KYW • WPTZ Philadelphia; KDKA, Pittsburgh; KEX, Portland Represented by: Free & Peters, Inc. KPIX, San Francisco, represented by the Katz Agency, Inc. Six tips to utlvi'rtisvrs from vvtvrtin ratlio-tr fttrm directors 1. /;, consistent: Farmers are not im- pulse buyers. The} must be cultivated before big sale results are apparent 2. Study his needs: " Efficiencj " is a big problem with farmers today. Copy should stress "use" value of air-sold goods li. Don' I "slick" it up: If you must use copy, keep it simple and factual. Best be! : Let talent ad lib from fact sheets 4. Tie nt
  • years oJ b ning farm income. id Dr. Vergil Heed, v.p. and asso- ciate director of research at J. Walter I hompson : "( lients of oura who have directed pari of theii advertising specificallj .ii farmers, particular!) through radio. report excellent results. We know From Bpei ial studies thai fai mers often con- sume a riiiuli higher- than-avei amount of various products. For in- stant e. a fa i m lamilv maj ii-'- li\ e times as mm Ii gasoline .1- a 1 its [am- iK because <»f the motor-equipped units on the fai m. Re< ent « 1 1 « » | •— in farm income, therefore, are onl) part ■ if the -\<>\\." 52 \nd. as New ^ ork's Wildrick & Mil- ler agency, specialists in farm adver- tising, told SPONSOR: "The farmer has completed 13 of the best \ears he's ever had. With few exceptions, never was his position stronger, nor more healthy. He's as bullish as a Shorthorn yearling in a new clover patch." Against farm income losses, there- fore, must be balanced factors like these: The nation's farmers have assets of nearl) 1170 billion — three times as much as they had in 1940, although the number of farm- hasn't increased much. I arm bank accounts and cash hold- in-- total somewhere around $15 bil- lion about equal to the total farm debt. On top of this, farmers hold a huge reserve of government bonds — about $5 billion worth. \ml the market for farm products — everything from beef to avocados — is steadil) expanding in the I .S. The country's population now stands at around 100 million. In 1053 some 2.725.000 people were added to the I .S. total. The Bureau of Census es- timates that in 1000 there will be near- 1\ 175 million I .S. citizens. B\ 1975 there will be as man) as 200,1 ,000 people in the U.S. — all of them a con« -inner market for farm products. \t the same time the number of farm- in the I .S. has not been increas- ing rapidly, nor has the number of acres upon which farm products will be raised. The farm labor force i- shrinking and farm costs are rising. SPONSOR I According to the U.S. Department of Agriculture, farmers must step up their production nearly 20% in the next two decades for us to maintain (much less surpass) our present stand- ard of living as the best-fed nation in the world. What does this mean to the farmer? How will it affect his purchases? His standard of living? How does it af- fect farm-slanted advertising? The answer, on a long-range basis, seems to shape up like this: 1. Farm production must be stepped up to meet the anticipated demands of a steadily growing U.S. population. Each farmer in the nation will have to grow food for about two more mouths in the next seven years alone. 2. Farmers must operate more effi- ciently, both in the fields and in their homes. Each acre under cultivation must produce food. Each animal must produce more meat, or more milk, or more eggs. And, since time is precious lo the farmer, new ways must be found to cut down on the amount of work around the farm household. 3. Beset by the problems of in- creased production and greater effi- ciency, and with farm income likely to rise again to reach new heights of per-farm profits, the farmer will be on the watch for products and services that will help him work and live better — and more efficiently. 4. Government price supports for farm products — an integral portion of the farm economy — are another incen- tive to the farmer to operate his "fac- tory in the fields" more efficiently. On a number of crops, there are govern- ment-set limits on how many acres can be planted before price supports start to fall off. However, there's no real limit on how much the farmer can raise on the acreage he's permitted. In its simplest terms: more efficiency, more money. This, therefore, is the climate in which farm-slanted advertising must operate. The farmer knows he is in a secure financial position and that it's likely to get better. He knows he must improve his efficiency in and out of his home. He is on the watch for ways and means to do this. He is alert to advertising which shows him how he can live and work better, although he is not particularly receptive to ad campaigns which give him the feeling I hat someone is merely trying to re- lieve him of some money. The farmer's horizon has broadened. No longer does he resent being told how to operate a farm scientifically — one of the reasons for farm radio-tv's great success with informative pro- graming, incidentally — and how to improve his standard of living. For example, the U.S. Department of Agriculture maintains a huge re- search center at Beltsville, Md., staffed with some 2,300 people, purely to work (Please turn to page 56) 10 key facts for advertisers about the U.S. farm market today 7. Farm homes: According to U.S. Cen- sus estimates there are some 5,766,000 homes located in farm areas. This is near- ly 13% of all households in this country. 2. Net worth: The nation's farmers have assets today of nearly $170 billion. This is three times as much as they had in 1940 with only a small increase in farm units. 3. Farm income: Last year, it sagged about 10%. But the gross figure still came to some $38 billion. It is also about 300% higher than the 1940 farm income. 4. Size of farms: Trend is toward fewer and larger farms. Average farm today con- sists of more than 215 acres, representing an increase since 1940 in size of some 24%. 5. Living standard: In the decade be- tween 1940 and 1950, according to the U.S. Dept. of Agriculture, the standard of living on U.S. farms rose 54%. It's still rising. 6. Mechanization: The spark plug sparks today's farming. There's almost one trac- tor per farm — a 400% increase over 1941. Other hikes: trucks, 120%; milkers, 225%,. 7. Food purchases: Farmers do not raise all their own food. Nearly 60% of U.S. re- tail grocery sales are made in towns (most- ly in farm areas) of less than 50,000. 8. Efficiency: With farm costs rising, U.S. farmers must step up efficiency of their farms another 5% or more to maintain present levels of net U.S. farm income. 9. Outlook: Farm market has health v future ahead, experts feel. U.S. popula- tion is growing at the rate of 2.5 million per year, swelling consumption of food. 10. Radio-tv: About 98% of U.S. farm households have one or more radios; more than 75% are multiple-set homes. Today about 35% of all U.S. farms have tv sets. 1 NOVEMBER 1954 53 RADIO RESULTS FOR 1954 Listener foi/cifi y nt<>"/ /<;./<" contract u u*. placed on WBT, Charlotte's "Grady Colt Tin aywick & Traywick, big \esale groin dealers, to promote a supply of 5,000 bushels of hil>' orn. In eight weeks, at u cost of 11,184 the cam- n hud exhausted the dealer's supply, Gross sales came to 150,600 or a sales cost pet bushel »i only 2ic. Reports WBT: "Traywick X Traywick have ordered 25,000 bushels of < <>rn seed fot tale next year, along with a farm radio contract mi WBT' Mail offers: 1n\ radio veteran know that its tmigh to persuade listeners to write to station, even fot free offers. But farm radio often upsets this rule. Recently II Ri I. Veu York's Phil Alamiii, hum director, made u number of offers. Results: 13,045 requests for free bulletins mi "Use »i Concrete on the Farm": 6,687 requests after 12 announcements offering Blue Coal ther- mometers for III X II Cool: 2.7 III orders nt $2.98 each by a fly spray offer: l.l lii requests I oi n paint .sample offered only once. Christmas promotion: In farm areas. Butter-Nut < offee stages an annual promotion, urging listeners ua farm radio to send in la- bels and keystrips so that coffee firm will semi Kmas gifts to homeless children. KM M.I. Grand Island. Nebraska (one of three "Town & Farm" air outlets) last season pulled a return nt 362.112. This uus an increase of some 47% over the 1952 figure and some 97% ocer the 1951 return. Station was one of the leaders in the Butter \ ut campaign. Sponsor used news shows aimed at farmer. Automotive: Research has shown farmers are choice customers for auto products. Results also show that farm-slanted radio shows will produce results for auto sponsors. On W1BX, Utica's "Farm & Home Show" featuring farm director Ed Slusarczyk, a group of five lord dealers landed scleral hundred run customers within a iOO-mile area. Goodyear Tires reported that it had gained month- ly increases of some $2,000 in sales for an outlay of $110, with the majority of radio created pari hases being large unit sales. Farm machinery: In recent years, farmers have bought more power equipment to gain more efficiency which means more money and still mme power tools. Radio, and recently tv, has spurred this trend. A typical ■Illis-Chalincrs dealers reacted tliuslv to Mai Hansen's "Farm Reporter" show on Omaha's WOW-TV: "This program has brought quite a fete neic lares into mv place of busi- ness. If hen I call On a farmer rime that has a tv set, the job of sell- ing has been made easier il he has been Hatching the program." Lightning protection: Farmers spend freely on items which irn- prove then limncs md buildings. I . I . Baker & Sons, Rochester area dealer in lightning arrestors, found this Out with media test on IIII1M. Total tar m ml budget lias switched to farm radio. From March to June of this year, radio produced up to per month. The scon ; Jir, of leads were negative, 10% ■ immediate sa ..■/<■ in 'taliirc sale assured" categor \ . WCCO "RFD" Maynard Speece interviews pretty 4-H winner at Minnesota State Fair; Wayne Liles is farm editor of KOMA and Holstein cattle: llenr\ ( mil.lin, Ohio importer of Canadian Hoi- stem Kittle, recently t<>ld farm-appeal If KID: "Ife think your ' I in in Sale Program" is today's most direit adiertising for our Holstein (.attic. 0'' program. In past three years, slum has helped boost sponsor's distribution and sales. The track record: In 1951, there were some seien dealers for Myzon in KM A area; in 1952, some 30 dealers; in 1953, some 45 dealers; in 1954, a total of 118. Monthly business in Myzon products in station's area has in i r eased from the 1951 figure of about $2,000 per month to $20,000. Show features Merrill Langfitt. Coal: Last fall, the Peel; Coal Company in Marshall, Missouri 'a town in the center of a rich farm area) aired a series of announcements on KM MO offering mal at a dollar -per -ton dis- count, FOB the mine. Farmers were urged to bring their i trucks, or to hire a hauler. Company soon sold twice as mam tons of mal {some 1,546) as they had the previous year uhen radio was not used. Firm is again using farm-appeal radio this year, and so far reports "immediate increase" in sales. Armour contest: To stimulate traffic in their cream-buying stations throughout the listening area of WHAS, Louisville, Armour (dreameries recently included a contest in their spon- sorship of WHAS' early-morning "Farm News." Rules of the "Name-The-Calf" contest called for listeners to get entry blanks at the nearest Armour station, then mail them to the Armour plant in Louisville. Six-week score in this contest: a total of 33,500 responses from dairy farmers in Station WHAS area. Farm co-op group: Reported farm director Carl Herzman of Den- ver's KLZ: "During the time our daily 'Farm Reporter' show uas sponsored by the Consumers Cooperative Association, the mana- ger in our area reported a 100% increase in membership and triple gross sales in CCA stores. He attributed a great deal of this increase to 'Farm Reporter's' ability to reach people." Station aims at both ranchers and farmers in its area, recently added a quarter-hour daily farm television show on its tv KLZ-TV. Purina chows: Purina has long been a leader in farm radio spon- sorship. On II SOX, Knoxville, for example, Purina sponsors the early-morning (5:45 a.m.) "Farm Folks" show featuring farm director Cliff Allen. Survey of Purina dealers have shown that despite early hour, listening is high among farmers and results good. Majority of purchasers usually state that they have heard the farm shun, and ask lor some specific items it recommends. KWTV, Oklahoma City; Smiley Burnette. famous star of western films, guested recently on farm-appeal "Barn Dance" on WNAX. 54 SPONSOR One of a series. VVFAA's established leadership m the Soufhwesf EX-OKIE HOLDS REIN ON « BIG TEXAS' BIGGEST INDUSTRY . . . ~ WFAA'S Murray Cox makes hay with Texas ' farm-ranch market 1 Broadcaster, editor, traveler, promoter Murray Cox has Texas" big, fertile farm-ranch market under thumb. To farm- ers, Murra) is one of them: son of an Oklahoma cotton tanner and former county agent, Murray's feet fit a furrow. Backed by the singularly broad (even for Texas) coverage of radio station WFAA, Murray's first-hand knowledge of farm problems and first-name acquaintance with farm-folks made his broadcasts unusually successful at se] of Texans who gel their living from the land uccessful at selling the 35% Murray goes among "em for fresh program material. He carries a tape recorder for interviews, often makes re- mote broadcasts from the field. Wife Pollv. farm agent's daughter and home economist, rounds out Murray's breakfast-time program. Her home- making hints make Murray's visits on the air farm fam- ily-affairs. (Ask Petry & Co. for their revealing presenta- tion on If FA Is coverage of Texas' rural anil farm areas and Murray Co.x's success selling them.) On the road as often as on the air, Cox covers about 1000 miles a week. Here he inspects irrigated cotton near Lubbock. A tireless worker for soil conservation and pasture improvement, Murray is recognized "one of the best friends of farmers in Texas." This salesman is a farmer's daughter. New addition to Murray's WFAA farm department Jean Tyra, the "Gal from the Country." mixes farm lamih and community activities with music. 820- WFAA -570 50,000 WATTS DALLAS NBC • ABC 5,000 WATTS TQN AlEX KEESE, Station Manager • GEORGE K. UTIEY, Commercial Manager EDWARD PETRY AND COMPANY, NATI0NAI REPRESENTATIVE RADIO SERVICES OF THE DALLAS MORNING NEWS 1 NOVEMBER 1954 55 FARM MARKET I Continued from page < > r i fai m problems <>f all sorts. I !a< li state in the nation has an experimental -i. aii. ii. Mtogether, there are Borne 'a ultural laboratories and Bta« lion- I., guide the farmer. I lie f.itiiH'i todaj i- quick to learn. Onlj two years after the introduction of antibiotic supplements in hog feeds in Iowa, for instance, some ">!',' of farmers wen- using them. In \orih Carolina 5095 of tin- cotton growers reported using new organic dusts to combat 1 «< .11 weevils within four years of their introduction. Farmers < an now afford more power aid-: 13 years ago there was an average of one tra< - tor lor ever) four farms but toda) the average i- ju-t under one tractor I'. i each and ever) I .S. farm. "We believe there is an excellent future in advertising to the Q.S. farm market," \ithur L. Decker, e.p. (if Chicago's Buchen agen<\ and the ac- i nut chief of the Oliver line of farm implements, told sponsor. "The trend to mechanized 'power' farming will continue," he added. Top hand.. over 480 million acres Chuck Muller is KOA's Farm Service Director. As such, he's responsible for the aggressive and comprehensive service that KOA offers to agriculture. He's well qualified. Chuck is a farm owner and has worked the land a his life. He has a degree in Agriculture. A veteran broadcaster, he has won both a Farm Program Contest and Farm Sales Promotion Contest in Billboard Magazine's competition. KOA is the only station serving the farms and ranches of the Western Market... it serves with 18 hours a week of agricultural programs. As such, it serves a farm population of 804,400 with a farm income of over $2 billion. The Western Market income per farm household is $9,922... 61% higher than the national average. Chuck Muller and KOA are a winning twosome. They serve and sell! Call on them to sell for you! Get on the single-station network! Call Petry or D E N V Covers The West Sutf WRITE FOR THE OCTOBER "WESTERN MARKET'' FACTS! 'Land area in KOA's Western Market of 302 counties in 12 states. "That- wli\ Oliver spends a sizable budget in farm radio and farm printed media despite the fact that farm in- come has recently suffered reverses." One of the most important trends which affect the advertiser's approach to the farm market is the fact that farms continue to be fewer in num- ber, larger in size, better equipped. \t the moment there are some .">.- 766,000 farmers in the L'.S. But about 100,000 of them — according to the I SDA — leave the farming industrj everj \ear, sometimes to seek < it\ jobs that will pay the same for less effort. \\ bat happens to the farmlands thu- "vacated? For the most part, the] pass on to other farmers— u-uall\ those in a stronger economic position. Thus, the farms get larger; in 1940 the average farm consisted of about 174 acres but by last year the average stood at 215 acres — with an in< :i of onlj I ' i or so in the total land under cultivation or used for farm purposes. The big trend in farm income. therefore, is toward concentration and away from a "diffused" income pic- ture. \- mis trend continues, market- ing men feel, the farmer will more and more represent a bigger businessman with whom to deal — a businessman with more purchasing power, bigger demands and greater importance. And, as farm labor becomes increas- ingly scarce and increasingly expen- sive, the farmer is looking more and more to products which increase his own efficienc] and which help him to li\e better. Summed up in advertising term-, the l954-'55 farm market outlook i- this: 1. Although farm income has out- wardl) tightened, the farm market i- a first class market for all types of goods and -cr\ i< 2. To "get across" to the farmer today, the advertising message must be in step with the great trend- in farming: that i>. it must present the product so that the farmer will know how it will benefit him. 3. The emergence of farmers as ma- jor businessmen keyed to scientific progress mean- that the media which provide him with information— news, weather, farm advice for his busi- ness and entertainment for his leisure hour- will grow in advertising impor- tance. On a long-range basis, farm ra- dio-h w ill train \ alue. * * * 56 SPONSOR Mai Hansen WOW FARM DIRECTOR 1 5 Golden Minutes — 6:45 WOW's FARM NEWS and INTERVIEWS draws a whopping 7.6 Pulse rating against the 2.6 of its nearest competitor — every morning of the week. When Mai Hansen says "go!" — Things happen! The 7th annual Farm Study Tour sponsored by WOW is just completed. When Mai said "go" — 260 Farm families traveled 6000 miles . . . and spent $100,000 on his Farm Study Tour thru the West! Farmers listen to the men they respect and know Mai Hansen is a member of the Advisory Committee to Secretary of Agriculture Ezra Benson. That makes him a top authority. But best of all . . . he's a leading figure in local farm circles. And with his assistant, Arnold Peterson, he travels 40,000 miles a year visiting and talking with mid-west farmers. Mai Hansen sells Farmers... If farmers buy your product, here's the man to sell it. Ratings don't begin to measure the effectiveness of Mai Hansen's personal recommendation. Figure cost-per-thousand. Figure penetration. Figure anything you like — here's the one Farm Program that gets the selling job done ... in this region. For availabilities: Phone your nearest JOH1S BLAIR office: Or call Bill Wiseman, WEBSTER 3400, Omaha. Nebraska Peterson at 1954 n Picking Contest ^amf radios, made in the spring of \(>7)2. showed thai radio saturation in mosl farm states and farm counties w <- noticeablv higher than urban areas. The farm slate of Iowa, in fact, had the highest radio set saturation figure (99.5^5 I of the entire U.S. Television i- a different matter. Tv i- gaining in popularity with ad- vertisers as a vehicle for reaching farmers, and some advertisers have used it as far l>aul ol three farm home-. Naturally, these statistics are of the broadest nature, \dvertisers who are considering an) kind of double-bar- relled use of farm t\ in addition to farm radio will have to examine each market closely. In some Midwestern states t\ -aim ation i- fairl) heavy. \ l">( updated the Nielsen Coverage Nei vice < OUnl ol t\ sets made la-t fall for CBS TV— for spring L954. Here are some of the farm figures which emerged. In Indiana, where there are ()7 farm counties. 54 counties or a little bettei than 80^5 have tv satura- tion of over 40%. In Ohio, where there are 53 farm counties, a total of 1 I counties — or 82'/ — have over-40' I t\ Bel saturation. In Michigan, where there are 00 farm counties, a total of 20 counties or about IV,' — have tv saturation of over 40' '< . Bui in mo-t farm -late-, the figure drop- lower. T\ is spread much more thinly in such state- as North Dakota. South Dakota, Louisiana, Texas and Mississippi. Altogether, about two out of three farm counties in the nation have tv set saturation of less than 10%. The point: Advertisers are fairly safe in assuming that farm radio own- er-hip will be 0.V , or better in almost ever) major farm area. But t\ owner- ship must be checked carefullv. since some areas match the national level in saturation but others are far behind. Furm radio trmids: In its annual sur\e\ of nearK 300 farm-area radio- t\ stations, SPONSOR asked farm broad- i asters and farm directors to single out what the) felt to be the most im- portant trends at work in farm radio. Here is a round-up of their com- ments: WRFD, Worthing ton, Ohio: Man- ager Joe Bradsbaw told SPONSOR: "Now in its eighth year of broad- casting to a 72-county primarv audi- ence. WRFD has followed the prefer- ences of it- listeners closely, provid- ing complete market report*, weather condition-, general farm information features, news broadcast- and special' event coverage. "Consistentl) the most popular ra- dio farm service feature, 'market re- port-" offers sponsors an effective sales tool for selling seeds, feeds, fertilizers. implement- and other farm products. \\ RJFD schedules seven market pro- grams daily, beginning at 7:10 a.m. and ending at 5:15 p.m.. reported by assoi iate farm director Clyde Keath- ley. '"One of the more recent trends in farm radio broadcasting is an e\- pansion of client servicing. Ibis may include anything from the farm serv- ice man speaking at company func- tion- to on-the-farm interviews with Customers. Now. more than ever be- 53 SPONSOR personalities build list LISTENER LOYALTY PREDICATES ADVERTISING RESULTS WLS has long been noted for its station personality — and for the personalities on the station. One of those who is helping to build that reputation is . . . HARRY CAMPBELL The friendly voice of Harry Campbell is the first one WLS listeners hear each morning. With a cheery greeting of "Hi Neighbors" he starts the WLS broadcasting day and its first farm program at 5:00 A.M. He follows this with "Farm Bulletin Board" at 6:00 A.M., bringing the listeners the livestock esti- mates, weather reports, and farm news and events. As a young country singer, fiddler, and guitar-harmonica player, Campbell was first heard over WLS in 1929 on many programs, including the National Barn Dance. He left WLS to enter college in his native Indiana, and before returning to WLS in 195 3, he had been a farm program director on stations in three Midwest states, spent some years running his home farm, and served as Information Specialist for the Indiana AAA Committee and the United States Department of Agriculture War Board. As an agricultural broadcaster, Campbell has been honored with a ten-year award for outstanding contribution to agricul- ture by radio by the National Farm Radio Directors Associa- tion. Recently, his voice was selected to transcribe sales messages on more than forty stations by a nationally- known farm advertiser. Harry Campbell is an agricultural expert who knows farm- ing. That's why he enjoys the confidence and respect of the WLS farm audience. And that's why his sincere, friendly voice SELLS that audience for WLS advertisers. SEE YOUR JOHN BLAIR MAN The AIRIE FARMER STATION CHICAGO 7 CLEAR CHANNEL HOME OF THE NATIONAL BARN DANCE 890 KILOCYCLES • 50.000 WATTS • ABC NETWORK to reach SOUTHERN CALIFORNIA'S FABULOUS FARM MARKET you must include K*9 Mountains block out nearly all non-valley Radio & TV THIS LUSH MARKET CAN BE REACHED ONLY FROM WITHIN! KXO enjoys over 50% share-of audience, day ond night averaget HERE'S WHY: KXO FARM PROGRAMS • SOUTHWEST REVIEW. 5:30-6:00 AM Mon thru Fri. Music. Sports. Form News. Market. Weather. (Participations available.) • VOICE OF CALIFORNIA AGRI- CULTURE 6:30-6:45 AM Mon thru Fri. Award winning program orig- inating in Oakland. Of interest to all Imperial Valley Farmers. (Participations available.) • GROWERS JOURNAL. 12:30-1:00 PM Mon thru Fri. 12:20-12:30 PM Sat. Farm News. Interviews. Mar- kets. Oldest, most popular daily farm program. (Availabilities rare.) • TEMPERATURE, MARKET, and WEATHER. 7:00 PM Mon thru Fri. • FARM NEWS. 12:00-12:15 PM Sun. Weekly summary of important farm news. (Available first time in seven years.) • FROST WARNING. 8:00 PM, 900 PM, 10:00 PM. Nightly. Novem- ber thru February. $113,242,000 Cash Form Income 7fh Farm County in entire U.S.* SOUTHERN CALIFORNIA'S THIRD MARKET IMPERIAL VALLEY (((•I) * Sales management 1954 * Hooper. Word. Conlon REPRESENTATIVE: PAUL H. RAYMER CO ., INC. fore, .i radio personalitj must be well- acquainted with both the product h<- is Belling and the organization for which In must the Belling job. ' WCCO , Minneapolis: "There has been .1 definite demand for more farm j 1 1 « 1 u- 1 . 1 1 1 1 - .I- the years progress," Jim Hill, associate farm director, said. "On Man li lir-i this year, another farm di- re< loi was added to the Farm Depart- ment to handle additional accounts. We have broadened our shows to in- clude old familiar music and one of our farm shows includes world new-. "We are changing the 4:50 p.m. Market Summary to 5:25 p.m. effec- tive in October to reach more farmers later in the afternoon when they are around the farmyard doing chore-. We have started an evening record show which includes familiar music, poetry, philosophy and sidelights on agriculture. Response has been good." KFBB, Great Falls, Mont.-. Commer- cial Manager W. C. Blanchette summed up farm radio trends on KFBB in these words: "If a 'trend' in expanded farm pro- u 1 aming is indicated for this station over the past few years, that trend has been upon increased emphasis of pro- motion and sale of our farm program- ing periods. "Such promotion has taken the form of illustrated brochures showing spe- cific farm audience availabilities, staff personalities, coverage, farm market economic data and farm programing facilities and services." WOWO, Fort Wayne, Ind.: "We have definitely expanded both our morning and noontime programing and are about to make another expan- sion in the noontime schedule, re- ports Hilda Woehrmeyer. promotion manager. "Our principal objective is to create a better understanding be- tween the farmer and the city non- farmei . "Our project of 'Health from the ">oil I |i" i- a positive approach to health and significant of what we are trying i<> instill thai agriculture, af- II. i- our source of life and health. ■( lui oudook for farm programing is even better be ause of two things: ■"I. There i- an increased amount ol farmland coming into the owner- ship "I the people who make a major pari >>f their Livelihood in town. " J. \\ e are more and more includ- 111 din programing a number of services t" the new faun rural popu- lation town gardening, horticulture, Boraculture, wildlife, insect and pest < ontrol. power machinery, cement mix- ing, building materials and everything for the 'do-it-yourself home builder and repairman." A// A/7. Shreveport, La.: Radio Farm Dire, tor Jack Timmons told SPONSOR: "Although KWKH has programed for a rural as well as urban audience for man\ years, there has been a notable trend toward more complete farm service type programing in re- cent years. The <»nl> trend in the time of day for farm sen ice broadcasts has been the addition of noon time in re- cent years." WHO, Des Moines: This Corn Belt station air- a series of daily farm shows which start as early as 6:15 a.m. and run up through the noon hour. WHO-TV airs a daily half-hour farm show. Lately, according to \\ HO's Herb Plambeck, the station has been placing a lot of stre>s in its farm- slanted programing on "the interde- pendence of farm and urban folk.v "Advertisers should remember thev are speaking to urban people too, and main of these urban people own farm-. Plambeck added. "Copy should be slanted to include these peo- ple?— at least not exclude them." W.\ I V. ) ankton, S. D.: Stated Chet Randolph, farm service director: "Years of experience have proven our programing accurate in time and content, and so there ha- been no ma- jor change in programing and in spon- sorship in the last few years. This past \ear we have added as sponsors Purina. Gurney's, and Northrup King on Saturday, and an entire new series at 1:00 to 1:10 p.m. "Based on our increased program- ing this past year, we fore-ev nothing but good years ahead in the farm de- partment here. We are in an area where the \er\ life-blood is agricul- ture. Farmer- depend on and must have radio for their dail\ work. CFPL, London. Canada; Farm Di- rector R<>\ Jewell told sponsor: "Present farm show- arc not too long established. Radio Farm Page -tailed in 1 * > IT. The Sunday radio -how started in 1950 and the televi- -ion -how started in 1953 when the television station \\a- established. "An early-morning farm -how with new- and market-, considered effec- ii\e. cannot be done here however be- 60 SPONSOR 1 Q Profrmma WNAX START ORDER [ rolrt Word* J Behicn Wg. Ccapmy Arencr R- J" Potts-talkie & Held,. . Uat Broadeaat . La^2brM. oo U>» foOowinf schedule: Rate per braadcul * '* R*prt«0uave Gordor. UifMd Remarks and Merchandiae Information : This Is a 13 tine extension on original order eilendlna /rem GREATEST INVENTION SINCE THE WHEEL This is the form that starts wheels rolling in Big Aggie Land. In this case the "wheels" are attached to corn cribs. But it could be for practically anything that rolls, flies, walks, standi. moves, eats or is eaten, or helps farmers or townsfolk. WNAX-570 has been putting its voice to the wheel for 32 years in Big Aggie Land — Minnesota, the Dakotas, Nebraska and Iowa. Wheels within wheels start turning with a WNAX Start Order. Distributors perk up their salesmen. Retailers get calls; displays get displayed. Consumers consume. To be a big wheel in this market, see the Katz Agency. 1 NOVEMBER 1954 61 I'M JOE FLOYD... I SWING THE FARM VOTE IN THE GREATER SIOUX EMPIRE* Yes, humming sales demon- strate daily that KELO-TV cues the farm block's tastes in everything from toothpaste to tractors. And now KELO- TV is hoggishly reaching out to bring you even more cash customers with our new power of WATTS South Dakota, Minn.. Iowa. KELO S presently operating sports "oft the air" pickup turns to inter-connecting cable as of Nov. ISth. KELO and IRcuUa Channel 11 -Sioux Falls, S.D. JOE FLOYD, Pretident NBC (TV) PRIMARY ABC • CBS • DUMONT NBC (Radio) Affiliate > ause i.| government restrictions of Bignal pattern in dark hours. Such a show might be i onsidered here for Bummei months when a broader day- time Bignal would reach the rural homes al 6:00 or 6:30 a.m. I arm tv trends: SPONSOR queried Imlli farm video outlets and radio sta- tion- in areas where t\ station- were reaching farmers on the subject of t\ trends. Here are some of the opinions of farm broadcasters: KCMO-TI . Kansas City. "Tins is strict!) mj personal opinion," Farm Director Jack Jackson stated, "but television has made radio more at- tractive to farm advertisers. It seems to me that the common opinion i- thai a vast majority of the city audience has turned to tv while farmers are sticking with radio, and that radio, therefore, is the way to reach farmers. "Actually, both farmers and cit) people have turned to tv. Both still listen to radio. And. in my opinion, the industry is greatly underestimat- ing tv's ability to reach the farm mar- ket. That opinion is based upon com- ments heard from farmers who watch our two farm tv shows dailv, main of whom live 100 or 125 miles awa\ . Wl\ /)-// . Green Bay, Wis.': Re- ported the Farm Service Department of this station and Haydn Evans, man- ager of the outlet: "Roughly 60% of the farm homes in this area have tv sets. However, farm tv will not play as great a part in the total tv schedule as farm radio does in the total radio program sched- ule. But farm tv results are greater. In the field, our tv viewers make them- selves known to us more so than our radio listeners. We know earh -morn- ing farm radio selling is effecthe. ami we've found too that farm tv selling in the evening is also vers effective. "Our tv farm shows, especialb the evening programs, are aimed at a lit- tle more general audience than the av- ;e ta i in radio program." k til . Little Rock, Irk.: Reported John Holm.-, farm service director: "K \ I \ bas a full-time Farm De- partment three month- old. We found through personal contact with farm families in our area that the) pre- ferred an agricultural program at l-'in p.m. So we -tailed our farm pro-ram in Jul\ in this slot. "01 course, early-morning farm ra- dio hasn't been affected 1>\ tv. But our farm folks with l\ sets watch them during the QOOD hour and in the eve- ning. \Ian\ of the women watch day- time -how-. And. farm \oungsters — like < i t \ youngsters, watch their favor- ite late-afternoon programs. "I believe that farm tele\ision will pla\ a bigger role than farm radio ever has. The big problem that I see for most of u- in Belling farm television right now is to sell the national adver- tiser. A few who ha\e gotten their feet wet have been sold.'" KDKA, Pittsburgh: "We are not in television programing at the present time, so all of my answers are based upon 12 years of radio experience," Homer Martz. agricultural dire< tor, told SPONSOR. "Don't minimize earlv- morning listening time on radio. It has become more important as televi- sion makes inroads later in the day. "Television has probably increased the opportunities for farm radio prior to 7:00 a.m. It has. undoubtedly, cut into farm radio as well as all other types of programing at many times throughout the dailv schedule. While farmers will eventuallv come to view- ing more television, in our area most of this is now done in the evening. For a Rich and Crowing Central Willamette Valley EARL BRITTON IN HIS 13TH YEAR OF RADIO FARM BROADCASTING REACHES THIS VITAL MARKET WITH "FARM SPOTLIGHT" FOR RESULTS LET EARL AND THE SPOTLIGHT WORK FOR YOU NOW 5000 WATTS 1280 KC REPRESENTED NATIONALLY BY WEED & CO. 62 SPONSOR KFI LOS ANGELES ]\»eeps J/ armers Informed In The Nations Number One Agricultural Area There is only ONE radio station that HAS DONE— IS DOING— and WILL CONTINUE TO INFORM— SERVE— and SELL The Farmers, Ranchers, and Growers of the West KFI THE PACIFIC COAST'S ONLY CLEAR CHANNEL STATION If your product, and your message is for this large buying market . . Have it delivered and SOLD by the ONLY voice all these people LISTEN TO, BELIEVE IN and TRUST The onlv voice that ALL of them can HEAR KFI CLEAR CHANNEL W\ l"*i 50,000 WATTS NBC FOR LOS ANGELES Earle C. Anthony, Inc. 1 NOVEMBER 1954 63 America's Clover Patch I mined here, in the symbolic closer- leaf <>.f prosperity, is a low-flying view of the Detroit Steel C orpora- tiort's plant at Portsmouth, Ohio, in the heart of the rich Ohio Hi i er Valley — also the heart of 11 SAZ-TVs rich 116-county area. Detroit Steel employs some 4,000 people here, and has spent over $63,000,000 on expansion in the past fow years on this largest existing plant in the Port* month area. It's less pastoral than the description would indicate — but infinitely more lush than the greenest meadow that ever made happy a herd of Guernseys. This industrial heart of America served by WSAZ-TV is a richer type of clover patch — an area of 116 counties bulging with industries. ever-growing payrolls, and the kind of sales opportunity that soon makes a sales manager run short of vertical room on his wall chart. I lementarj as it is. we must remind you how people with money are always anxious to spend it. What they need most is help in deciding what to spend it on . . help in the form of persuasive messages, ably delivered by a medium in which they have neighborly faith. Here, in the WSAZ-TV area, that's a set-up. For WSAZ- I \ is the only medium — counting all media - fully and deeplj covering these 1 16 counties where over 400.000 of the biggest-earning (and rV-owning) families live. Ihis is a clover patch ol remarkable stability . . a region where hig industries are commonplace, and small indus- tries are everywhere . and better than two-and-a-half- billion dollars were spent last year on consumer goods not much different from what you sell. Opportunity here grows tall and profit-green. Whether, saleswise, you want to graze or gulp greedily. WSAZ-TV can be counted on to mow over this whole, incredible pas- tureland of sales potential for you. But to appreciate the magnitude of WSAZ-TY's whole five-state range, you need the facts. They're awaiting your inquiry at the Katz agency. TELEVISION Huntington-Charleston, West Virginia Channel 8 - 100. iratta KRP VBC a ISIC \/;/ 11 ORK-aj) ited ABC and I" Vonf Hated with Radio Stations H S IZ, II H GKV, Charleston Lawenct II. Roger*, I ■ Pre* ■ (d General Manager, WSAZ, Inc. nationally by Tkt Kate Agency 64 SPONSOR WSAZ-TV, Huntington, W. Va. : Re- ported C. T. Garten, assistant general manager: "Our farm programing consists of five minutes (7:25-7:30 a.m.) Mon- day through Friday; farm news and market reports in a news program from 1:00-1:15 p.m., Monday through Friday, and a half-hour program, Down on the Farm, 1:00-1:30 p.m. Saturdays. "Farm programing is increasing over WSAZ-TV, and we are broaden- ing the types of shows. At the present time we do not have any regular spon- sors in our farm programing. How- ever, we have evidence that there is interest there both at the consumer and farm level." KFEQ-TV, St. Joseph, Mo.: "In our opinion, television has not as yet af- fected farm radio to any extent," Farm Service Director Harold Schmitz stat- ed. "Farm radio will always have a definite place. "But we honestly believe that farm television programs will increase in importance to the point where they will be as important to tv operation as farm radio programs have been to ra- dio station operation. * * * YOUR BRAND ON FARM AIR? (Continued from page 43) some 32% of area candy sales are made in the city but 68% are made in the small communities and farmlands around the city. In Van Wert, Ohio, some 15r; of sales only were made in the city area, and 85% were made out- side. • A couple of seasons ago research- ers of Capper Publications surveyed farm households, asking "What is the next major purchase you will make costing $64 or more?" High on the list of items mentioned in answer to this $64 question were, not tractors and cofttbines, but items like food freezers, kitchen ranges, washing ma- chines, living room furniture, tv sets, new cars and air conditioners. The lists go on and on. Other sur- veys show that more than eight out of 10 farm households buy and use furni- ture polish, ice cream, canned soups, packaged rice, fresh citrus fruits, and catsup; that nearly 90% of farm households are electrified today, as against a figure of only 11' < in 1935; (Please turn to page 68) WHO HAS WHAT IT TAKES: C K0MA-KWTV 1 f€\^ COVERAGE KOMA, Oklahoma's "saturation" station, serves 1,321,800 people in its .5 mv. area. KWTV, with 316,000 watts and world's tallest TV tower, reaches more homes than any other Oklahoma television station. Jk Farm Director Liles for 8 years was a County Farm Agent, served as state president of Oklahoma County Farm Agents Association. les is a 1937 graduate of Oklahoma A&M Col- lege, Stillwater. Liles is not a "drug- store farmer." When he's not on the air, he's down on his farm living up to his reputation of "Oklahoma's No. 1 Farm Director." KOITin-KUJTV 50,000 WATTS CHANNEL 9 OKLAHOMA CITY ® EPRESEN AVERY-KNODEL, INC EDGAR T BELL Executive Vice Presides cuvjAK i. dell, executive vlce-^reslae^ FRED L. VANCE, Sales Mana GENE RIESEN, Sales Mc jer KOMA 1 NOVEMBER 1954 65 When WDSU sent out invitations over the air, over 60,000 attended WDSU Night at Pontchartrain Beach. Thousands more fans were turned away. For a station to draw the largest crowd in the 26-year history of an amusement park shows an unusually high measure of audience response. Such response can only be built on outstanding com- munity acceptance. And this in turn depends on lead- ership in staff, in facilities, in enterprise. • / W KPQ The Heart of Washington State SERVING THE WORLD FAMOUS Columbia Basin— AMERICA'S FASTEST GROWING FARM AREA Eventually 1,000,000 Acres PARTICIPATIONS AVAILABLE IN KPQ FARM SHOWS 6:45 AM & 12:30 PM DAILY Tom Templeton, Farm Dir. 5000 WATTS 560 K. C. WENATCHEE WASHINGTON Reg. Rep. -MOORE & LUND, Seattle, Wash. Natl. Rep.-FORJOE & COMPANY, Inc. 2,181,504 icom and . . . LOTS OF PEOPLE, TOO! Cows that help produce an in- come of over $3.4 billion, and people who spend over $2.7 billion of it at the retail level— That's the profit picture of WKOW's 53 county market. For more facts on this low cost coverage see your Headley- Reed man. WKOW-CBS MADISON, WIS. Wisconsin's most powerful radio station *epre«nied nollonolly by HEADlEV-tf ID CO. thai in the Midwest more than nine out of K) farmers own a car and one out of every Beven nun- two or more, often burning up so much gasoline I fanners drive an average of 15,000 miles a yeu i that gas for the farm is often bought in bulk. Tin' point is made over and over again: fanners are a first-class con- sumer market. Increasingly, the) are well-educated, well-fed, well-housed, well-entertained and well-off, despite recent reversals in farm income. Bui when it comes to consumer- producl ad dollars channeled specifical- ly to farm radio and tv, onl\ a relative few advertisers are active. Why? Sponsor posed the question to a num- ber of advertising executives and mar- keting men among large ad agencies. The following comment, from a \.p. of a large Rockefeller Center ad agency in New York, pretty much summed up the general feelings: "We sometimes find it very difficult to sell an advertiser on the advantages of aiming a campaign at the farm market specifically . "The biggest stumbling block is the fact that the farmer, with more time on his hands and with a better stand- ard of living, is paying more attention to the usual national media — radio-t\. magazines, newspapers and the like — we recommend to our clients. In other words, many advertisers feel that farm- ers are being reached, at least in pro- portion to their percentage of the pop- ulation, by ordinary means. The usual effect of this t) pe of think- ing is to make farm-slanted radic-!\ campaigns b\ consumer products few and far between. At the national level, there is some network activity. Curtis Publishing's "Country Gentleman" use> \BC Ra- dio's Fibber McGee to reach farmers. General Foods has used Renfro I alley Folks on CBS Radio. Alcoa. Ford and Reynolds Metals aim part of their net- work t\ commercials at farmers. Allis- Chalmers uses Sational Farm & Home II, mi and I!. J. Reynolds uses Grand Ole <>i>r\ on NBC Radio. But this is a small fraction of total network radio- t\ advertising. \i the spol level, the picture is some- what brighter bul not bj verj much. Here is whal some farm broadcasters told SPONSOR: II KID. II orthington, Ohio: ••Then definite trend toward using farm programing to sell consumer goods. Our clients include Olson Rug-, \\a\- erly Fabric-. Bliss Coffee, and Swans- down Flour." KM.) Tl . Spokane: "Farm clients are mainh feeds, farm implements and supplies, although I think there should be a broadening of thought. There seems to be an 'opinion1 that farm pro- gram- -hould he used to advertise things that relate maiiiK to cows and chicken-. " KWKH, Shreveport: "Our billings on farm programs are about the same as last \ear; they have remained sold out almost constantly. There has been little change in sponsorship. Thus far. we are not getting am more of the general consumer products on farm programs." KSJB, Jamestown, .Y. Dak.: "More and more, sponsors on our farm shows are including more general goods like tv and home appliances, as well as the specific farm items such as feed, fer- tilizer, etc." WCCO, Minneapolis: "So far. our farm program accounts have been strict!] farm accounts, although some participation spots have started that are of general consumer interest This in-and-out pattern of consume! air advertising in farm radio, inci- dentally, was found throughout replies 1>\ broadcasters to sponsor's 1954 sur- \cn of farm radio-tv outlets. The pat- tern was not related. 1>\ all indications, to station size nor power, and it bore little relationship to the value of vari- ou.- farm market area-. \\ hat lies behind the consumer ad verti-er's attitude- toward farm radio- tv? One of the basic problems is the fact that some advertisers are several jumps behind the times in their picture of the farmer and his potential as a con- sumer. Another difficult) is in the area of farm market research. \l- though government bureaus, manufac- turer-, independent researchers, col- lege- and universities and ad agencies have piled up mountains of figure- on I ,S. fanning, some of the most im- portant data are still missing. For instance, how doe- theconsump- tion-per-household in farm areas com- pare with urban home consumption of mo-t of the- everyda) products and services classified as "consumei prod- iii ts? Nobod] know- for sure. "I've been alter these figure- for uearl] L5 jrears," a marketing and re- search v.p. of one of the "big five 68 SPONSOR agencies told sponsor. '"Often, the Bu- reau of Labor Statistics will provide figures about the 'average family con- sumption' of soap or cigarettes 01 beer, but cant give us a break-out on farm families for comparative pur- poses. Or, we'll get our hands on some farm-consumption figures and have no general figures to compare them with. "We have a hunch that farm house- holds top the average household in the use of a long list of items— something which would more than justify the use of extra farm radio-tv for consumer products. But, for the most part, we can't prove it." Does this mean that most major ad- vertisers should start placing farm- area broadcast schedules as quickly as their agency timebuyers can figure out schedules? There's no clear-cut "yes" or "no." There's no yardstick to gauge the necessity for a farm-area air campaign for consumer or semi-consumer prod- ucts. As New York's Wildrick & Miller agency pointed out: "Statistics don't tell you how the farmer thinks . . . how he talks . . . how he reacts. They don't tell you how he makes his decisions . . . how he meets his day-to-day problems . . . what impels him to buy. You have to know this man to sell him." But some advertising signposts are clear: 1. Research in general shows that the farmer represents a modern, up- beat market for consumer and farm- use products. 2. Broadcast research shows that the farmer can be reached — and reached effectively — by farm radio tuned to his entertainment and infor- mation needs. 3. For individual advertisers, re- search I which the advertisers will probably have to do for themselves) is likely to show that farm consumption of many products, on a per-capita basis, is higher than the urban average usually justifying extra expenditures for farm radio-tv programs. 4. With the farmer s income picture likely to brighten in the near future as the country's population grows larger, it s important for advertisers to keep their brand names active in the farm market. When the farmer starts his next big round of purchases, he's like- ly to look first to those advertisers who have skillfully sought his trade via farm-slanted media. *** For 31 years, WMC has offered an unmatched combination . . . the best of NBC programs, plus such outstanding local personalities as, GENE STEELE. King of the Hillbillies. . . outstanding early morning favorite for the past 15 years . . . more than 3,300 programs for the same sponsor. WALTER DURHAM. WMC s Farm Director. Farm Editor of The Commercial Appeal . . . Director of nationally-famous Plant-to- Prosper Program. Holder of the Reuben Brigham award. His morning and noon programs are farm favorites. SLIM RHODES, and his Mountaineers . . . 8 consecutive years for the same sponsor. This six-piece hillbilly band is a WMC noontime favorite. CHARLEY DIAL, rates high with early risers and the Mid-South rural audience . . . unique western and pop music by this former star of famed Kansas City Brush Creek Follies. OLIVIA BROWNE, conducts the Mid-South's top women's show in the early afternoon (Pulse, June, 1954). Features interviews with national personalities. The only station in the Mid-South with both AP and UP news services. The only station in the Mid-South with two experienced, full-time news writers. WMC WMCF WMCT MEMPHIS NBC— 5,000 WATTS— 790 K. C. 300 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South Owned and Operated by The Commercial Appeal National representatives, The Branham Company 1 NOVEMBER 1954 69 RADIO-TV FARM DIRECTORS {Continued from poge 50) 7. He must /<<• uhle to •"•// the spon- sor's product. Some "I the burden of am -ale-man — su< h a- winning tin* Inner- confi- dence i- alread) Bolved for most radio-t\ (arm directors. Hut farm di- rectors bave learned bow i<> -ell j > i c »« ) - ucts, as well as advise their listeners .mil \ iewers. lluw well the) can -ell i- shown in a dozen typical success stories on page 54. Also, main of the practical tips lhe-e air salesmen have learned in years of farm broadcasting are sum- marized in llie box on page 50 of this report. Through their national organization, the nation's farm directors recent!) -taleil the following as a general guide to advertising men anxious to sell to the farm market: "Fexibilitj i> the kej to farm radio- t\. You can buj one or more radio-tv farm directors to bolster a single sales- man or territory, or you can buy your choice of the 300 or more farm direc- tor- aeross the nation for coverage. 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 □ $4 one binder □ $7 two binders Please send me Binder holding 13 issues and bill me later. Firm Address City Zone State.... 70 "Farm radio and t\ can be pur- chaaed on a -pot or program basis — five, 10. 15 or 30-minute segments. Frequency of message- i- also flexible. \\ here aetual farm programs are not available on the station, jzood adjacen- cies can usual!} be purchased. "At most radio stations, the radio- tv farm director is known personallv to more member- of the listening audi- ence than any other man on the sta- tion staff. He is not just a voice that come- to them out of the ether, but rather is the pleasant fellow who may have visited their farm to make an on- the-spot recording, or perhaps thej met him when he -poke at the annual 4-H Club Banquet or the Count) Fair. "Frequently, the HFI) know- the en- tire farm family. Small wonder there are usually friend- from the farming countr) waiting to shake hands at the close of the days farm program. "He's a welcome salesman to the farmer he sells.'' 8. He should act as a "voice of agri- culture," be able to talk to urbanites as well as rural air audience. A noticeable trend in farm-market broadcasting in recent seasons has been the "broadening" of farm pro- graming to include < it\ dwellers as well as ruralites in the listening or viewing audience. Part of this is caused by the fact that main till in the dark. In the past, the farm edi- tor has left this to the home econom- ists with the gas companies and suck Hut. to m\ notion, it now becomes an obligation of the farm editor. ""For that reason, we have made two moves that I think will prove ver) - nificant. SPONSOR "First, in our farm radio depart- ment, we have made a deal with a col- lege to hire a consumer education spe- cialist who will work with the farm department part time, aiming broad- casts at the city consumer as well. "Second, when we set up our tele- vision programing, we set it up as a Farm & Home Department — and we don't mean farm and farm home. We now feel that when food is talked about, whether it be production or consumption, it should be tied together in the one department. "With that in mind, I will be su- pervising the home economics on ra- dio, and then will have about an hour a day on television for home infor- mation which will be everything from a cooking school to style shows. "Our objective will be to serve agri- culture by aiding in food, clothing and shelter production, and in addition to get into marketing and preparation for the consumer, whether she be in town or country." In other parts of the nation in re- cent weeks, similar attempts to bridge the gap between town and country au- diences have been made by farm broadcasters. Here are some exam- ples: • Early last month, Norman Kraeft, farm service director of WGN, Chi- cago, inaugurated what the well-known Windy City outlet calls "a new ap- proach to the problem of creating bet- ter public relations for American agri- culture." The gimmick: a gigantic agricultural parade, staged in Chica- go's famed Loop, in connection with the opening day of the International Dairy Show. With WGN Radio and WGN-TV covering the event, and with several hundred thousand Chicagoans looking on, the parade was, by all indications a great success. Floats featured such dairy and oth- er agricultural industries and organi- zations as: the six major dairy breed associations, the Oliver Corporation (makers of farm machinery and major farm radio-tv users), the American Dairy Association, the U. of Illinois College of Agriculture, Union Stock- yards, the state of Wisconsin and the Illinois Future Farmers of America. Guests ranged from Secretary of Agri- culture Ezra Taft Benson to shapely Miriam Stephenson, "Miss Universe." Said Norm Kraeft: "The parade gave city people, particularly city chil- dren, a novel opportunity to see and appreciate some of the factors involved in the production of the food they eat. At the same time, the parade symbo- lized the respect Chicago pays to agri- culture, the industry so very largely responsible for the city's wealth and position." • Also in Chicago, WNBQ, the NBC TV owned-and-operated video outlet, airs a show called Toivn and Farm which is designed specifically to ap- peal to urban dwellers and farmers. In charge of the show is Everett Mitch- ell, a farm broadcasting veteran, hav- ing been associated with NBC Radio's National Farm & Home Hour since 1930. Mitchell uses specially-prepared film clips and charts to discuss different types of farms, up-to-date farming methods and equipment, and other topics. He also presents film stories of leading Midwestern farms and films made on his various survey trips throughout the world. Weather re- ports given daily, are also slanted in terms of city gardening. * * * KGA located in the market center of one of the nation's richest farm areas . . . wakk m UP IN WE mo mm PUTS EM TO BED AT NIGHT Spokane's 50,000 watt KGA covers one of America's wealthiest farm market areas. Over the years . . . KGA has become a listen- ing habit with these farm families who make Spokane their market-place. Fifty cents of every retail dollar spent in Spokane comes from the income of these families of a Tri-State-Canadian area covered best by KGA. 50,000 Watts ABC Represented by VENARD, RINTOULand McCONNELL Chicago • New York • San Francisco Los Angeles 1 NOVEMBER 1954 71 I. Neve siaiimis on air CITY 4 STATE ALEXANDRIA, La. CARTHAGE, N. Y. MILWAUKEE, Wis. SIOUX CITY, Iowa WATERTOWN, N. Y. WAUSAU, Wis. WICHITA, Kan. CALL LETTERS CHANNEL NO ON-AIR DATE ERP (kw)' Visual KALB-TV WCNY-TV 7 WTVW 12 KTIV 4 See Carthage WSAU-TV 7 Antenna (ft)*" NET AFFILIATION STNS. ON AIR SETS IN MARKETt •000) PERMITEE i MANAGER KAKE-TV 10 1 Oct. 22 Oct. 27 Oct. 19 Oct. 17 Oct. 16 Oct. 28 180 37 51 92 543 NBC None 720 ABC, CBS None NFA NFA 300 ABC, Du M WCAN-TV, 696 vhf WOKY-TV, WTMJ-TV 770 NBC 728 CBS KVTV None 113 vhf NFA 316 1,030 ABC KEDD 124 vhf Alnand"-. Broadcasting Co. W. H. Allen, ores. Willard L. Cobb. gen. mgr. Marvin Rueben. com. mgr. Jesse Sexton, chief eng. The Brockway Co. John B. Johnson, pres.- stc. Catherine Johnson, v. p. Milwaukee Area Telecast. ing Corp. Paul A. Pratt, pres. Loron E. Thurwaehter. v.p. J Martin Klotsche, v.p. Mas. II H. Hernott. see. Ro'ando F. Gran, gen. mgr. Thomas E. Allen, sit. mgr. film Dietrich Dirks. gen. mgr. 4. buyer Gene Flaherty, v.p. Al Smith, chief eng. Wisconsin Valley Tv Corp. John C. Sturtevant. pres George T. Frechette, gen. mgr. Richard D. Dudley, com. mgr. James Harelson. pgm. dlr. & film buyer Roland Rlchardt, chief eng. KAKE-TV, Inc Mark H. Adams, pres. Martin Umansky. gen. mgr. -com. mgr. John Q Quigley. oper. mgr. Harold H. Newby. chief eng. Jack Miller, prom. mgr. Don W?ldron. regional sis. mgr. Wots) We* Petry Holln If. ISew construction permits CITY i STATE SACRAMENTO, Cal. VISALIA, Cal. CALL LETTERS CHANNEL NO. K BET-TV KAKI 10 DATE OF GRANT ON-AIR TARGET ,ERP (kw)' Visual i Antenna (ft)"* STATIONS ON AIR SETS I N MARKETt PERMITEE & MANAGER (000) 29 Sept. 6 Oct. 316 1,618 KCCC-TV 106 uhf 23 310 None NFA Sacramento Telecasters Inc. William P. Wright, pre*. John Schaeht. v.p Henry Tlechert, soe. Sequoia Telecasting Co. Irving V. Willat. sole owner RAJ III. Vfir (ip|ifi(*(ilioit.v CITY & STATE LEWISTON, Idaho LUFKIN, Tex. MAYAGUEZ, PR. CHANNEL NO DATE FILED ERP (kwr Visual Antenna TV STATIONS IN MARKET ESTIMATED COST ESTIMATED 1ST YEAR OP. EXPENSE AM AFFILIATE APPLICANT 7 Oct. 13 Oct. 14 Oct. 1 Vi kw 11 kw 1'2 kv 1,107 ft. 670 ft. 350 ft. None $102,605 $120,000 None None $133,554 $75,000 KTRE None $133,977 $28,000 WAPA Lt-mston TV Co Thomas C. Boat J. B. Watkinsw Frank E Mitchei 'Applicant owns AM. TV. Yakl KWIE. KeaiM Wash.) Forest Capital B R W. Worttiaa. pres. E. L. Kurth. Si Jose Ramon Qui sole applicant / . S. stations on air, incl. Honolulu ond Alaska (31 ■ t Mart ■ IIO 2 lit BOX SCORE - eluding 34 educational grants ; Oct, •:>•> r Tv homes in V. S. (1 Sept. .li 31,274,99* .17 1 ' ( .S. homes uith tv sets (] 302 S at. "Mi _ *iti"„ •Both new c.p.'i and stations folna on Ihr air ll*lcl hTe ire Uio»p win Oct- and 13 O considered to be on the air -fi start*. •*KITcrtl\e r».h.it.-l power. Aural [H»v.rr uiually Is one half ilir ritual powof °**Ant«nna bright ibovg average terrain (not above froundr. flnfonnatjoo OB the number of sets In niarkr! 'tod as bring Mllmalaa from Iht stations or reiis and mw male (Data from MIC lUararrh and Planning. IVr.mutn basod on homes with iris and I m al c to r 1 1 iranttd a c.p also tha. now tv operation. Sinre at •nilrm tv rel of most grantees. SPONSOB radio stations In this column iwhen a radio station has been clicn the t urea available at presstlme on sets In bj' 'Tills number Includes aunts to prrmlters »-ho have «lnr« surrendered tJielr c p. 's or ■ lie To be first and STAY first requires EXPERIENCE. KPRC-TV has it . . . 469 years of it! A staff of 127 people (many of them with the station since it telecast Houston's first program in 1949) keeps KPRC-TV first. They maintain KPRC-TV's excellence in performance and market- wise programming. They make KPRC-TV the best buy in the Gulf Coast area . . . morning, afternoon, evening ... all the time, day after day, and year after year. * aggregate TV experience total YOUR BEST COST-PER-THOUSAND BUY! JACK HARRIS, Vice President | and General Manager Nationally Represented By EDWARD PETRY & CO. FIRST in the South's First Million Metropolitan Market! Channel M 11 1U Ml II 1 5 ratip rf top i\ II- Chart covers half-hour syndicated film t. Pait* rink 1 Rank now Top 10 shows in /O or more morkets Period 7-/3 September J 954 TITLE. SYNOICATOR. PRODUCER. SHOW TYPE Average rating 7-STATION MARKETS 5-STA- TION MAR- KET 4. STATION MARKETS •). STATION MARK! N.Y. LA. S Fran Boston Chi. Mpls. Seattle Wash. Atlanta Bait. Buffalo oH 1 1 :t •j 4 I 1 City IJelee' ire. MCA, Revue Prod. (D) 21.2 8.4 knit 10:30pm 20.3 22.0 25.3 :0pm 74.0 7 J wm:i- «t t« ll:0ft|.m « 2 1 I Led Three Lives, Ziv |D) 21.1 72.3 10:30pm 76.7 kttv 20.3 10 80pm 74.8 73.0 27.5 9.8 73.2 wnar-tr irgn-t? ksto-tv ktnt u 7 DOpm 9:30pm 8:30pm 9:30pm 10 108 76.0 26.8 2| ulw-l «li:t nB 9:00pn "wn Tl^H' 1 1 Badge 7J-I, NBC Film (D) 21.0 77.7 kttv 7 BOpm 26.8 kiilx 9:00pm 75.3 10:30pm 74.3 27.2 22.3 24.3 76.9 iv wgn-tv kstp-tv king tv m 8:00pm 8:30pm 9:30pm 7 77.3 27.0 26.5 7i wliv-a wba atfjjj 8:30pm 8:30pm 10:30pm * W ,. 1 Mr. ffixfrirf Iflornriy, Ziv (A) 20.4 4.4 7.9 10:00pm 78.8 77.2 29.0 27.5 9.0 wbkb kitp-tf kinc tv vimal-tT 10:30pm 9:30pm 75.3 70.3 20.8 23 10:30pm 10:30pm 7 00pm I:jH- 5 Racket .Sgitflff. ABC Film, Showcase (D) 18.6 6.9 wabc-tv 10 :30pm 5.7 5 30pm 6.6 10:00pm 77.7 knv.t 8:00pm 7 7.0 kc" tv 24.2 27.3 27.3 9.5 27.0 wen tv wrro-tv klng-tv wm > 8:30pm 10:00pm 9 00pm 10:30pm 10:0Opm 1 i 6 linos 'n' Andy, CBS Film (C) 18.1 75.8 k:.i\ 23.8 kpix 9 :30pm 27.0 7.5 koiw tv 7 :30pm 7 :00pm 7 7.5 20.5 vvaam u . ' 10:30pm 7 1 1 7 Liberace, Guild Films |Mu.) 17.4 3.8 nrpli 7:30pm 8.9 knop 77.0 78.9 77.3 wgn-tv wceo-tv 3:00pm 9:30pm 8:30pm 7.8 8.3 76.5 win -a w+jal tv « cr tv 7 :00pm 7 :00[ 8 7 Foreign llll'rigiie. JWT, Shel. Reynolds (A) 17.1 5.4 : DOpm 9.3 tirrca h 10:30pm 8.7 krra 10:00pm 70.2 kttv S :00pm 72.8 kgn-tv 8:30pm 70.8 kron tv 7:00pm 75.5 kron-tv •1 :00pm 78.5 20.0 99 vbz-tf kstp-tv wrc tv 10:30pm 8:30pm 10:30pm 22.0 10:30pm 9 4 Favorite Story, Ziv (D) 1S.8 7.3 10.8 19.8 19.0 8.7 ■v wnbri wcoo-ti kmp tv 10:00pm 9:30pm 6:00pm 8:00pm 10:30pm 77.3 72.0 71 wapa-tv *m 10:00pm 11 3"[.m 73 a 7 7.3 70.3 «hv-a wmar-lv 4:00pm 6:00pm 10 9 Kit Carson, MCA, Revue Prod. (W) 15.6 9.4 7 30pm 73.3 23.3 wnac-tv klng-tv 6:00pm 6:00pm Rank Peat* rank Top 10 shows in 4 to 9 markets "1 1 » Counterpoint, United Tv, Bing Crosby (D) 15.0 3.6 tvabd 7:30pm 77.0 10:30pm 3.5 «buf tv upm 1 - 2 •> Inner Sanctum, NBC Film (D) 14.7 3.0 eror-tv 9:30pm 9.3 kttv 9:00pm 75.5 kron tv 10:30pm 70.0 9.8 72.8 wr.bq wtrn-tv kwrn-tv 10:00pm 10:00pm 10:00pm 3 1. 1 Cotcboy G-Jfien, Flamingo, H. B. Donovan (W) I3.» 9.2 7 7.5 wbkb weeo-tv 6:00pm 2:00pm 70.8 J 8 vvaam » ** 6:00pm 1 ■ 4 ."I 1 1 Famous Playhouse, MCA, Revue Prod. (D) J 3.3 77.5 krnntv 10:00pm 4.2 WtOp-tT 5 :30pm 7.3 4.0 waga-tv wmartv 10:00pm 11:15pm r, Colonel llarch. Official Films, Panda Prod. (D) 13.2 2.6 wabr-tv 9:30pm 77.3 5.9 king-tv • 9:30pm 6:Kipm 9.8 ubal iv 10:30pm G Pm the Tatv. MCA (D) 1 3. 1 8.2 ktla 7 7.0 vdrntv 10:00pm 7 1 Gene lutrn, CBS Film (W) 11.4 5.4 knxt 5:30pm 72.3 7 :00pm 72.7 20.0 8.2 ■rbbm-tv 5:30pm DOpm 7:00pm 1 8 1 \ our f r theatre. Ziv (D) 10.8 2.7 4.2 85 wgn-tv 9:30pm 7:00pm IS ■ I H p» | 1 Duffy's Tavern. MPTv (C) JO. 2 5.6 WITH tv 3.9 ktla 75.8 77.5 - ::0pm 1 toe I'alnoha Story. Guild Films (A) 10. 0 3.4 wabd 9.3 kplv. 5 :30pm 75.5 79.3 7.2 weeo-tr kotnotv 1 8:00pm 5:00pm 5:30pm \ D Irani \i ■ I leal: (W W ' irp irnillratc->" -• Member. While network shows are (airly stable from one month to another in the markets in which they ar» shown, u^ murh lesser extent with syndicated shows. Tnis should be borne In mind when trends from one month to another in this chart. 'Refers to but month's chart. was not rated at all in last chart or was In other than top 10. ClaealflcaMoB | ATION MARKETS 2-STATION MARKETS c »it Hilw'kee Phila. St. L. Blrm. Charlotte Dayton Mew. Or. ;8 44.8 78.5 wbtv wlw-d 8:30pm 8:30pm 3 39.0 70.2 20.3 25.0 45.0 22.8 39.8 wtmj-tv ivoau-tv 8:00pm 7 :00pra ksd-tv 10:00pm wabt S :30pm wbtv whio-tv 9:00pm 8:00pm wdstl tv 9:30pm .8 74.8 73.3 25.3 26.3 49.3 76.8 wcan-tv 9 :30pm vrau-tv 7 :00pm ksd-tv 9:30pm ubro-tv 9:00pm wbtv whv-d 9:00pm 6:00pm .0 33.0 9.5 23.0 25.0 36.8 23.0 42.5 m wtmj-tv 9:30pm wptJi 9:30pm ksd-tv 10:00pm wbrc-tv 8:30pm wbtv wlw-d 7:0Opm 9:30pm wdsu-tv 7 :00pm .5 30.3 70.5 23.3 wtmj-tv 9:30pm wfil-tv 10:00pm kwk-tv 9 :30pm 8 46.3 wdsu-tv 8:30pm .8 25.0 22.0 27.5 42.8 10pm wtmj-tv 7:00pm ksd-tv 9 :30pm wabt 8:00pm wdsu-tv 9:30pm .8 9.7 22.8 43.0 k-tv wrau-tv 7:00pm wbrc-tv 8:30pm wdsu-tv 9:30pm i.8 26.5 47.8 7.5 47.3 ik tv Opm ksd-tv 9:30pm wbtv whio-tv 9:30pm 6:00pm wdsu-tv 9:30pm ).3 72.8 27.5 78.8 25.8 74.3 )k-tv Opm wptz 6:30pm ksd-tv 5:00pm wabt 6:00pm wbtv whv-d 5:30pm 5:00pm 1 30.5 wdsu-tv 10:00pm 42.5 wdsu-tv 9:30pm 8.3 72.3 27.0 24.8 bk-tv 30pm wtmj-tv 9:30pm ksd-tv 4:30pm wbtv 5:00pm 7.0 75.0 32.5 VZ-tV 30pm wabt 6:30pm wbtv 10:15pm 6.0 29.5 nvj-tv 30pm wtm j - tv 8:30pm 7 7.0 22.3 waan-tv 9:30pm wbrc-tv 8:30pm 77.3 70.3 ksd-tv 10:00pm whio-tv 11:00pm 77.3 4.0 wcan-tv 7:00pm ksd-tv 5:30pm 7.3 kwk-tv 5:30pm 1 In market is Pulse's awn. Pulse determines number by measur- statlons are actually received by homes In the metropolitan 'KiTen market oven though station itself may be outside metro- ■» of the market. 97 words about TV and radio programming an old-timer in tv (he's in his mid-thirties), Frolick still remembers the "good old days" of experimentation in the mid-forties, "when not even the sponsor had a t\ set. Experimentation today requires far more pre-testing at the storyboard stage. The results can nonetheless be unusual as in the case of the wordless documentary films his depart- ment produced for \MI V Omnibus participations. roday i\ accounts for an increasingly heftx percentage <»f the agency's V1T million total billings. Vmong major Fletcher D. Richards air media adveritsers are American Machine & Foundry Co., I . S. Rubber. Hathaway Curtains, Fa-tern Virlines, kwip Dessert Popping, Waterman Pen-. Dixon-Ticonderoga Pencils. I rolick, who lives on Long Island with his wife and three ki«.M. N. T. I4W « C. ON INI All — * 00 A. M M 1 00 A M. The Inside Story "The Syracuse Area is advantageously situated at the intersection of the major traffic corridors of New York State. This five-county region is favored with extensive rail, water and highway transportation facilities and ready availability of both raw materials and a widely diversified supply of factory and *orm products. It is highly industrialized, with more than one out of *v*ry three workers engaged in manufacturing. Indus- trial octivity is largely concentrated in and around the Area's six cities, which are particularly noted for machinery and metal products China, worsted fabrics and other consumer goods from the Area hove a nationwide reputation "More than half of the Area's 571.000 residents live i Oneida to 220,000 in Syracuse, the fourth largest city i cities which i the State." inge BOSTON 50 Boylston Street Hubbord 2-4370 — New York State Depo NATIONAL SALES REPRESENTATIVES THE WALKER COMPANY NEW YORK 347 Madison Avenue Murray Hill 3-5830 from 11,000 inhabitants of Commerce CHICAGO 360 N. Michigan Avenue Andover 3-5771 Central New York Who gets up early? When do office workers go to work? When do factory workers go to work? When do they start home? What months do they buy the most gasoline? What months do they buy the most beer? What months do they buy the most soft drinks? What percentage work in factories? What is the average weekly wage? Who listens to what radio when and many other questions. Get the answers to all these questions by sending tor your free copy of the "INSIDE STORY". i Sherm Marshall, Station WOLF, Syracuse 1, New York Without cost or obligation, please send me the "INSIDE STORY". 1 Name 1 1 1 Address _ Phone 1 1 1 1 1 City State ... in the SOUTH'S fastest from'nq market/ FIGURE? tacts 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 WORLDS MOST COM PLETE OIL CENTER ( HI MICAL CENTER OF THE SOUTH DEEP WATER PORT To sec your sales reach their greatest heights in this rich petrochemical market, select WAFB-TV, the only TV sta- tion in Baton Rou^e. with programs from all i networks, and our own highly-rated local shows Tom E. Gibbens Vice Pres. & Gen. Mgr. Adam J. Young, Jr., Inc. National Representative 'F.jii Bjton Rouge Pjriih, Survey of Buying Power, 1954 [Continued from page 10 1 off into an acre of prefabricated Forest, yet her voice still has the same presence as when she was within two feet of the camera. In radio even when we were doing commercial epics oJ 15-seconds duration, we worked diligently to provide realis- tic levels and relevant presence without sacrificing qnalitj or clarity. And when a dramatic script called for an actor to talk in a large empty hall, we heard his voice reverberate (thanks to echo chambers) and when the hall filled up (as per script) the tonal quality of his voice changed accordingly. But now everybody is on mike at all times because the entire crew and production staff are so doggone wrapped up in visual antics: choreography and rear-screen projection, gobos and trick shots through gold fishbowls and keyholes. Our ear drums may well atrophy in accordance with La Marckism. One of the many areas where an intelligent use of audio would be of real and frequent value to television is at the various transitions from show-to-commercial and the reversal of this: segue from commercial back to show again. So many of today's sponsored television vehicles, live or on film, make these vital changes in a way that is labored — abrupt, crude, jarring or tedious. Some dissolve too fast from the show so that the characters in the -ale- message become en- tangled with those in the program — to the utter confusion of viewer. This hurts the show and fouls up the copy as well. Other programs lake far too long to get to the sponsor's mes- sage— a slow fade-out. a long hold on black and a slower fade-in. Such causes the whole program to appear sloppy and inept. Still other- blithely come out of a tense moment in their drama and whip without >o much as an optical into an animated jingle which i- hardly fair to the sales message. Yet how simply and easily music or a word or two would solve these problems. For audio can make transitions smooth as -ilk. logical as an abacus and. equally important, the right sound-treatment can lay out the welcome mat for the com- mercial that follow-. Audio ineptitude i-. I suppose, little more than we can ex- pect today. \- one old time producer told me. the audio man in the Studio i- now pushed off to one side and Left all by himself a- it lie had Bubonic. Nobody talk- to him. No one care- about him. Which i- precisely why tv -ound- 50 bad. • • * 78 SPONSOR T. I story board A column sponsored by one of the leading film producers in television SARRA NEW YORK: 200 EAST 56TH STREET CHICAGO: 16 EAST ONTARIO STREET One of a truly novel series for Stopette by Sana, this captivating commercial received a medal award at the current exhibition of the Art Directors Club of Chicago. Choreographer Dorothy Jarnac, in a dance of brilliant pantomine, enacts the quest of a girl who first selects, then rejects various types of deodorants until . . . she dis- covers Stopette! The narration and action of the dance are synchronized to convey a message of strong competitive "sell" to both eye and ear. Produced by Sarra, Inc. for Jules Montenier, Inc., through Earle Ludgin & Co. SARRA, Inc. New York: 200 East 56th Street Chicago: 1G East Ontario Street Winner of an Award of Merit at the current exhibition of the Art Directors Club of Chicago is this delightful spot . . . one of a series by Sarra for Pet Milk. Live action photography of a typical "pin-up baby" captures the eye and the heart as the narrator tells how Pet Milk helps make baby's bones strong and sound. The appealing and effective sell ends with a wonderful shot of baby happily drinking Pet Milk while holding the bottle with hands and feet. Produced by Sarra for Pet Milk Co. through Gardner Advertising. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Here's another Award of Merit winner at the Art Directors Club of Chicago exhibi- tion. One of a series by Sarra for Duncan Hines Cake Mix, it tells how any modern housewife can bake an old-fashioned cake without old-fashioned fuss and bother. Live action photography and accompanying narration highlight the freshness and quality of the product. Mr. Duncan Hines, himself, inspires confidence in the prod- uct with a few well-chosen words. A mouth watering shot of a freshly baked cake proves the perfect finish to this smooth and powerful commercial. Produced by Sarra for Nebraska Consolidated Mills Co. through Gardner Advertising. SARRA, Inc. New York: 200 East 56th Street Chisago: 16 East Ontario Street In every Sarra commercial, the viewer sees Sarra's own Vide-o-riginal prints, made in Sarra's laboratories. To make sure of brilliant home reception from every print made of its TV productions, SARRA has its own specially equipped and staffed laboratory for processing TV film. Here SARRA's Vide-o-riginal prints are custom- made. These duplicates faithfully reproduce the sparkle and clarity which twenty years of experience in advertising production put into the original film. Thus the advertiser is assured that every time, on every screen, his commercial will give a fine performance. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street 1 NOVEMBER 1954 79 SPONSOR: Jordon F< w* lew IGENC1 : Direct I ^PSl II CAS1 HISTORY: The sponsor himself ap- peared on A/ II to read a one-minute announcement about Ins store' i sixth anniversary sale. The lust an- nouncement ikis telecast Sunday night; by Thursday he liittl counted some 500 sola attributable t<> the commer- cial. That iii^hi he again appeared on camera reading Ins announcement and the next day, he said. »m the heaviest business «/ HARDWARE SPONSOR: Davi? Home & Vuto Supply VGENCY: Di CAPSULE CAS! HISTORY: This account purchased announcements promoting a special sale to run over week's time. The announcements started Tuesday ever and by Saturday noon — after only nine had run — the tire stock of merchandise ear-marked for the promot had been sold. The sponsor reports that there were calls for merchandise after the supply nas exhausted, retail stock amounting to $2,000 was sold in three-* half days." the sponsor said, "at a cost of $378. ' KFEQ-TV, St Joseph, Mo. PROGRAM: Vnnouncemi TOYS SPONSOR: I ohn Bros Furniture Co. \i.l'\< ^ : 1 arl H.-j CAPSULE CASE HISTORY: This furniture deal] bought one participation daily in the To\ maker sht (4:30-5:00 \>.m. weekdays) for one neck. As a rcsi the store's toy business nas almost twice the volume the same week a year ago. In addition, despite the f^ that the furniture industry in general experienced a 11 drop. C.ohn's furniture business that week was l! greater than the previous year. In a letter to hi which outlined results he got foi $300, C.ohn said: "I have finally found an advertising medium second none. . . ."' M'l\ Portland PR« urn (ud*w ITM MONDAY RADIO COMPARAGRAPH OF NETWORK PROGRAMS EDNESDAY I THURSDAY i_i nJiJji, US" "J5J "fA'"W ■1. V..J.„-1 1 F'KmTW Nighttime 1 November 1954 FRIDAY | SATURD, I ■'"Mr".' HI,"." Allu J«kM r« and HpfaiMlloNi M hrlp w«" UN 1Mb chart Sp..n»nr« fi.lrtt alphahffirotlu trl(h oatnru and iim*- on air I m, T(>„ MOllR -I 111 1 111 M Brlrtol-M,.. "'■■• af«a H'Ninvl ln« Huu.1 UHS r It 10 pa : IBC Bun 1 ISO MF 7-f IS r» •li*u Ptlm -FmI. U»: MIC, UP 11-lM "iwin an* , R™«- nw. m r u-to.u *■ mt*4. ITtap ABC Bub ll» pa .H. 11W ABC. Bon t I 0 . Mr<;ii.n F-rtc»..n AttC, ill fl lUbury Mill*. !-«<• Burn«*t: CBB. M-Tb »J0-t! KMr ■ Binbla. BAR: Coopua. D-T-9, TAB ^11* ell. Il«( ttat > I IS ■ N«dbui. Lwil. A I Da. Hnlu, OfllT] Sponsors pile up winning seasons, one after the other, with W BNS. We've j:<»t loyal listeners (in facl . . . more listeners than all other local stations < bined). Our fans stick »iili us through the TOP '2ii IM LSE-rated programs and follow through with record purchases hlipr'g ii-i. m.w.rni0:lB-iS Jlamore'n* HAG Ihoadea A Dnvli Intl MyriOCSS ""stoT^rimo Bab Smith £§£: i:.;n in rn on' 8 C Joonion NLAB I1B3° Elty "•""nkclTlT' Badr«y (cont'd) *.."■ A Galltr PlUibury tfltb) Lfi Bura^i U.l. u, yr IN .■«.ili,rnl.l III I r;1^:: Worso Hnr laVi iS So»taIWiri?BL '"ri-i"" ,"— IB. Root a Lg-lt JBOO i i : i i Call"" U» Milltir. ;g| Ever Sine* Eva Ev«, Slnw E, John T Flynn Lax Cldii N* - liarnlag N 11 35 1* U1 N ro-op 1 Your N-lohbor' Mala up yr Mm Coo.lneniel lot BUM 1217 LAN inaia 1 '.■■". fhru* Ihn di, Etty ymlr NMnhh™-' . — - gp*"Lo'rTlia*W Elty Dunn far a day lohn Cofirn P l.-::m-i «.i?.S'.«„ four Nughbor ■ ^ t WIN 11:41*11 L -i'lruTi" """"' t(1"" 119N' ml BAB 1170 Sacend Chanii "pV&Wi Rnimu-y BAB ' £EL E"* 3-City By-Ua. 9«ond Cham* , Z" nflrr. """" N m-f I ' ^■E.^ •;.-.-n,i Chanci Tbi Thim Pianf 3 City By-Llna jfHsr Morning GEd\i"'n $Hsr SioMd Ctianaa "hi Thraa Planl I fin Awi.rl.an U^Lcl With ^r US Mi/lna Bon. v bb&k « ™sr ■ Windy Wmwn "S.r^k "£F" V.,.,,,.. Amour, HH4M UJiei Uij. M V,lm"tln* I £"iu,ln. Fr^trlck M m-r 1, No n«. Im ■ i'mjlw ' Hi™ 4 m-f 1 VlMMBt Lapar^ Co-nilnn linn. Guldlnf light m-f'^jMa'aiMtl PA-O^rtui. "'y'rJ 11r.ll,,, VV.l.T. l,?,y.™,Bh"*"n„ n,- i. untiii ™ 7n* Mr, uUrt», BAB m WSUI Lopoi W m-r L Wonderful City N°»H™' "•■«r 2M Mri Burtm "" Lip« Betty Croekar Martin Block ^ur"™'n Lop.," S i.ih 2:30 35 L Wrlnlrjub M.nln Black Shaw m-r 1:31-4 " L*T >-d Mn Burton Lion" »-.JSS" No nitwort End Mri Burtm HH4Me "?7s.r' m f Football rar L Football Etty BrutoMInti, DC9S all dl -.,*"„ "2», ,4B '** """ •Vim 4 Oallir vZc. "jr KM Yorh H IJM 'l N r OFSjnVf_12900 m-r I'M Hera Onto; Brl.tol-M-ir.. DC-S3; T»nl WAS 13000 Slirll.ih f.mham \'i'm"'''':!H r'j Walntraub t50t m-f 1:3S-I N L*I gj^ojijjj! NTr?n|Dc^* ""••mi C„, »...„,, c„. < Vf ' L BNfjhtir diy IfltN 'm-f t YAR tnso Brlflhlc' .lt> i?€"s;, y"i Ft ^S5£i H s»v Kayi'e Sunriiy Saranadi Hw t No* Yarn Wonderful City H T Wwk-nd VlT L*T Martin Block N " nTf L4VT 1 tt hn oar «* HIMt., hnu N I ^»280O 1S2H siiu-ao T 8BD0 o.w.1 IBS 3r30-!s","T lb teooo nn % hr. m-U, Womin In >'T I. Martin Block HIN t,th I DCS3 Hi 1280X 1B1H lu,Ui L Ruby Mtriir NT "'* L """"" """l [;:£- 1 3CS3 ih I2B0O Show co-op iiari N " *"" [, Ruby Mercar ST "" L Football si -jgi - Burnaft Hihiu «irty ,T3B 3:1B30' T Homi party J BOO "* """ «»'er r" rJi lib 4 Bar a Malt Baa N avl" t fnc LCBMSO T HVwiVar '* "\, ITSN m-r L BAB 12700 P.Vo"m,YT"d"V ;kS3- ^•.*n fimiT rt".f Mlka A ii, .rr -. Mill Big N m-f L M|ka A Buff i wmSI'SSI y-if": PAO* draft'".™ Bld-faihlMid r*. ^J MOH * " 't. * H All- IIBM BmniH I5S0 w.,h jjtr CBf! Svcnehany aw HR"-S"'"' "•■5T ™ Baekitaga »il. h" m't" "l Nawi « SSI Bukitagi -ii. e^g "•^sr v,,.;;r" 955. Oaran Bill J 4 SS-30 T ""■«T "•.JB5T* B«try~c7-.krr *■** Baakitaga win PAD: rhaor. teat YAR n">° Symohily* Football ■ :rty )lng a Sr.no af !■ m-f T 3-V-8 ' I2S0O N m-f T rn.«,f fieo mon) "-.is? - iS%IS, King ■ Song of oiv"* R"ml Stilla Dallai Sing a Song af - $22 SO Bruce A Dan V m-f L >-F-t ' IISOO n LAT Bruce A Dan 3;L?T H *" '""LAT N m f L WlddCf "ri.i. Binditand 1 L*T rl"r "tt Banditud ?iX"SI Woman In houu JgjBN m^nr Woman In houu Stirling- Drug S ,ol 1 lw ■»=™ -MN T >af narttc 1210* ST I-tVT N "mn.f T "•■W Bobby Bonun luit Plain BUI lalaa I1B00 TAA Ar1_ ft." Dolty" Todd "••ST Sgt. PfMfcn of tfio Yukon Wherry. Saker IBM Plata Bin S"*s,!rs "•■»r Bobby Soman Lantua umi Cblgaia Coast riOior*.* Married I m-f '. TAfl Sgt Preiton of tha Yukon V ID III t ivMS" i!. fc-U-1 ».gr Bobhy Benton Joat Plain BUI Football .»", )>M. I**. .rty 1»"5? !ynn Baker Colratc -r^aVma.! Art « Dotty Todd Todd'' |H QrMtall -Itxrv ■ """"^i fgfu Sir Glarla Parker H m-f I. Silcnatt ~«.SSofj Gloria Parker Bobby Benvoo ■ r IrH-l ■ LAB NT L S' m-r L toil l' Brawn- aawi /jSirsss B C John™ m-f cut -LAI 1 m it f l L Waiblngton " Man-law Wa.il» ' "" I B a-r L MN ',":,,'■■■ I C-E ISSi John Prlro ■HKudo.r UH» .» mlab nn Miner SJ000 -"-8/-* $»zm •ay* ba Marrltd 1 m-f L lt» Thi*. Punt Vlnr.nt Loooi MarrlMl B ml L rt» Ibaa Ptaat Vlnc.M L0p« 4 m-r L Vineint Loin Tha Tkr-. P1aa>f r"-SV-. The budget is set . the client lias okayed the general pi now the pressure is on to draw space schedules; compare stati the hour is late, but the agency work on • work with Standa and if you have a Service-Ad near your you For the full story on the values 1.161 media get from their Service- Ads, see Standard Rate's own Service-Ad in the front of any edition of SRDS: or call a Standard Rate Service-Salesman. N. Y. C- Murray Hill 9-6620 • CHI.- Hollycourt 5-2400 • L. A.- Dunkirk 2-8576 Note: Six years (if continuous research among buyers anil user- of space and time lias revealed thai one of the most welcome uses of Service-Ads comes at those times account executives or media men are working nights or weekends, planning new campaigns or adjusting current ones. u forum on questions of current interest to uir adrertisers and their agencies 11 hoi «m/i-«mii«mm».s- iiiicf tfistitlrttiitatft's — if cini/ — have i/oii found in alternate-weeh tv sponsorship THE PICKED PANEL ANSWERS OPENS TV TO MORE ADVERTISERS % Peler ,4. Krug Director of Radio and Tv Calkins & llolden, N. Y. Our agency han- dles two effec- tive tv alternate- week sponsor- ships : The Pru- dential Insurance Company's sup- port of You Are There (CBS TV) which it shares with the Electric Companies Advertis- ing Pribram, and the Marcal Paper Products' sponsorship of / Led Three l.nrs. locally on WABC-TV, also bank- rolled bj Ronzoni. Prudential has been sponsoring You Are There for some two years now, and is verj happy with the results. Prudential chose this historical drama show I" ■■ ause it fitted their needs for a high-qualitj prestige show not sub- i ntroversj . In it, there is no cross-plugging; there is merely a bill- boarding ol the next-week sponsorship. I In- major disadvantage of alter- nate-week sponsorship occurs on the network level with the problem of finding .1 market lineup which will suit both Bponsoi s. I his problem has come op with Prudential and I < \l\ Pru- dential, Foi instance, wants to < over markets in v\lii< h E( \ I ' 1- not inter- ested, needs main more stations than ECAP. So « hat thej do 1- go into these additional cities with delayed broad* asts oi the program \ ia kine- » ope. Pi lidential 1 o\ era pei haps one- third of its total markets in 1 1 1 i — wai . Compatibility between the dual sponsors in an alternate-week arrange- ment is therefore much to be desired. For instance, Marcal Paper's sponsor- ship of / Led Three Lives with Ron- zoni, though on a local level, is an ex- ample of near-perfect compatibility be- tween two sponsors: Both products have the same distribution; both lines are advertised in the same general areas; promotion efforts are directed to the same channels. In this instance, there is a one-minute cross-plug in each program for the other sponsor. The over-all advantage of alternate- week advertising is obvious: It opens tv's doors to advertisers with modest budgets, makes it possible for them to tie in with a bigger and better show than they could otherwise afford, ena- bles them to stretch their advertising cycle over a longer period of time. An advertiser who keeps his eyes open for availabilities can often jump in and the next day find himself riding along with a top-notch property. Sometimes a show is more closely identified with one of its alternate sponsors than the other. If sponsor identification is low for either of the advertisers, that i- generally the fault ol the sponsor and his commercial ap- proach— not the program I length of sponsorship is often a factor here). types of alternate-week sponsor- ami time-slot locations sometimes call loi some trick] juggling and shifting. Foi instance, NBC T\ on Wednesday night carries, back to back, This Is Yow Life, sponsored 1>\ P&G and Ha- zel Bishop, and Big Town, sponsored l'\ Level Brothers and A. (". Spark Plug 1 new in the gam< I. In ihis case, great care 1- taken not to have the two "soap" sponsors on the same night CROSS-PLUG IMPORTANT By Doruild E. Tomkins Director of TV and Radio (,ratit Advertising, New York Whether a spon- sor uses a pro- gram every week or alternate weeks is not as important as oth- er factors which enter into his sponsorship: What is his bud- get? What audience does he want to reach? What t\pe of program would be best suited to his product? If a sponsor is using a program five times a week and is reaching the wrong audi- ence, he is doing himself less good than 58 alternate-week clients Here s a quick rundown on alternate-week network tv spon- sorship: There are 28 such pro- grams sponsored on this basis in the evening hours. Of these, 23 are half-hour stanzas, five are hour-long shows. Ml the pro- grams are shared by two alter- nate-week sponsor-, except for two of the hour-length \ chicles which have three sponsors each. This makes a total of 58 spon- sors, each of which bankrolls at least a half-hour -tan/a every other week. (These figures are taken from SPONSOR'S Tv Corn- paragraph which appears every other issue. 1 90 SPONSOR he would reaching a better audience every other week. For instance, you may be selling a product that not many people can afford to buy, yet using a show which reaches a wide audience embracing all income groups. Your gross audience is large, yet are you reaching enough of the specific type of people you need? Another important factor is the show type selected. For instance, I would never buy a dramatic show for an automotive account. Such a pro- gram is apt to make people tense, even unhappy, a state not conducive to the consideration of a major pur- chase. To sell Dodge, we have chosen programs likely to get our audience into a relaxed, cheerful frame of mind. On an alternate-week basis, we spon- sor the Danny Thomas show Tuesday nights on ABC TV; weekly, we present Break the Bank, Sunday nights on the same network. In Dodge's alternate-week sponsor- ship of Danny Thomas, we have a cross-plug in the other-week show which is sponsored by American To- bacco, and they have the same thing in ours. Since this enables us to make an every-week appearance, we feel this arrangement does carry good impact. If such a cross-plug is used — in the form of a participation in the body of the other-week show — then alternate weeks are a good buy. If the sponsor- ship means that you are not in the al- ternate program, then it is my opinion that it does not carry the dollar-value week-to-week sponsorship would. I would place alternate-week spon- sorship of a program above every- week sharing of a show, say an hour long, with three or four other spon- sors. I do not think that the partici- pating segment arrangement in the same show carries good impact or "memorability" for a sponsor; too many sponsors within the program structure itself make it difficult for the show to be identified with any one. It is better, in my opinion, for a sponsor to back a shorter show all his own. Alternate-week sponsorship with cross-plug identification is, I feel, far more effective than the newly-stylish one week in four for which some spon- sors have contracted. On this latter basis, the show is not well identified with the product, though it may tem- porarily hypo sales as a result. If such is the case, it has acted merely as a {Please turn to page 128) Prosperous Prospectin' IN THE MOUNTAIN WEST KSL advertisers are digging up new customers every day in the Mountain West! Why? Because the market is booming. Besides the fabulous uranium rush, all business is on the in- crease. Salt Lake City, hub of this vast market, boasts a per capita income 13% over the national average . . . a "sales performance" 41% higher! * Unearth new prospects — and sell more to your steady customers. Contact your nearest CBS Radio Spot Sales representative, or call |# C ■ IV9h Radio Salt Lake City • CBS in the Mountain West •SRDS Consumer Markets, 1954 1 NOVEMBER 1954 91 ow much should a station Station managers tell us they seldom get a straight answer to this oft-asked quest Yet today's strict insistence on economy in every p of station operation demands that the question be answi Here is what we say when someone asks, "How much shoulc tv (or radio) station put into trade paper advertisirl For three out of four stations the answer is, "not a red cti When you advertise in a radio/tv trade publication, you \j to attract national business. You're pinpointing your mesi to account executives, ad managers, timebuyers. And you n have the ingredients that help you and your rep coi c favorable impressions into si With few exceptions, we advise that you reserve your prcl tion dollars for local use unless you ha?- (1) A national representative who will be stimulated it helped by your trade publication advertising. (2) A market si strong enough to convince national and regional buyers that )i station is logical. (3) A station story that warrants considcraioi A network isn't essential, but it helps. Frequency and pcii aren't the whole answer, though they help, too. At 250-watt independents have invested as much as 25% of m II P( )NSOR \thc magazine radio and tv aaet Write for these previously published ads: (1) "Why is a trade paper like a television iniori?" (2) "How necessary is trade paper advertising?" in trade paper space tional spot income in trade paper advertising and have tiieved outstanding results. s we mentioned earlier, three out of four stations have no siness using national trade paper space. you're the one-out-of-four that should, SPONSOR recommends, the basis of industry analysis, that you invest 4% to 6% of your 54 national spot income in this pinpointed form of advertising. // you're right for trade paper advertising, you re right for SPONSOR. Here's why SPONSOR is your no. one trade paper choice: 1953-54 COMPARISONS OF BROADCAST TRADE PAPER READERSHIP Publication "I read" 1953 1954 "I read regularly" 1953 1954 "I read th 1953 oroughly" 1954 SPONSOR 86% 86% 63% 68% 3 2% 42% BROADCASTING 68% 77% 68% 58% 39% 31% TELEVISION 53% 73% 5 6% 45% 20% 24% VARIETY 55% 51% 52% 44% 2 9% 27% RADIO DAILY 40% 40% 62% 43% 35% 32% BILLBOARD 47% Base Total 44% Readership 31% 2 2% 8% 16% 53 survey by CORE, 1954 survey by Alan C Russell Marketing Research, uy agencies and advertisers surveyed; only broadcast publications at least one year 'I at time of survey included ; only Standard Advertising Register and National gister Agency List used as sources; 1100 questionnaires mailed and 245 returned. YV ant to know more about trade papers or SPONSOR? We're happy to oblige. \««n- WW I.IJ. plait aives advertisers the full screen Advertisers who use 10-second [.D.'s • >ii \l!i -represented i\ Btations will now be able to bave t h«- full screen for seven and three-quartei b» onds. \l!( Spol Sales recently announced this new, optional method fur handling shared I. D.'s on the t\ Btations it rep- res< nt-. Stations will use the full screen for two and three-quarter seconds for their < all letters and channel numbers. In the shared-screen 10-second I.D. the advertiser uses three-quarters of America's WAVE-TV QUALITY CHANNEL 3 Tea louisviui the screen for his message, while the upper right one-quarter carries the sta- tion call letters and channel. This method is still available for sponsors who prefer it. Wording to Thomas B. McFadden, director of NBC Spot Sales, the new plan is designed to cut costs for ad- \rrtisers. Under the old method, it was neces>ar\ to print separate 10- second films \% ith individual < all let- ters of each -tation used. * • • iD^ALAM Sponsor got part of screen with old plan (I.J. Now he can use full screen most of time (r.). II omen's role in broadcast- ing discussed at III RT meet The New York State Chapter of \\\l!l i American Women in Badio and Television i mel at the Park Sher- aton Hotel in New York recentlv for a three-da] conference to promote the inization as a medium ol exchange of ideas and to increase women's op- portunities in the broadcast indu-tt\. Hostess for the meeting was Nam \ -. president of the New ^ ork Citj « bapter of AWBT. Workshops, breakfast, luncheon and dinner n red the following Bubjects: advertiser-station relation-: interna] management relation-: \<>ur public relations; job hunting; educa- tional and public Bervice television; broadcast jobs open to women. Guest speakers included: Judge Ben lr\ ing ( ooper, < bief Justice of the i ■•nit ot Spe< i.il Sessions, and New ^ "ik State ( ommissionei of < !om- rmr< e Harold Keller. • * • ISuiltlina «& Loan Assn. signs edueatUmal series \ contract for commercial sponsor- ship of an educational tv series was signed recentlv bv Perpetual Building Assn. of Washington. I). C. and WRC- l\. The program, District of Colum- bia Public School Serif*, i- produced jointh by WRC-TV and the Washing- ton, D. C, public school >\ stein. It has been telecast for five years, i- e interrupted bj commen ials. Perpetual Building's agenc) is Kal. I brlicb & M< ni. k. \\ ashington, D. C. Account executive i- Edward Hoetz. * * * II C'I'O ieoi||(iiti:(ilioii affirms faith in ratlio As an affirmation of faith in radio's vitality and future Mort C. Watters, \ i< e president and general manager of WCPO Stations, has announced a re- ni/ation of WCPO, Cincinnati, to strengthen it- programing and pol i Glenn C. Miller, national sales man- ager and assistant to the general man- ager, has been named station director of radio and tv; Pat Crafton, sales ex- ecutive, i- the new national sales di- rector; John G. Sweeney has been named business manager, and Sid Bar- ger is new director of film programing. Continuing in their present posts are Ed \\ e-ton. a--i-tant general manager, and Earl Corbett, radio station di- rector. Says Walters. ''Radio is very much alive, not competitive to newspapers, and, in its new form, not competitive to t\."" Walters said WCPO is out to win again the Variety award it received in 1949 and a show management award WCPO-TV received in 1950. * * * ft If TV personalities conduct three-eity tour for sponsor Two KMTV, Omaha, television per- sonalities have just returned from a three-citv tour in Nebraska, on behalf of one of their sponsors. Alamito Dairy. The tv stars. Lew Jeffrey i Talent Sprouts I and Rust\ i Circle 3 Ranch i \ i-ited local grocer] -tores (see pic- ture below i . paraded through the KMTV's Lew Jeffrey greets kids in grocery store Streets and put on shows in local audi- torium-. Price of admission was an Uamito boztop. (Agency: Holland. Holland ^\ GoodseU, Omaha. * * * 94 SPONSOR Banlc of America telecast carried on 7 L.A. stations All seven Los Angeles stations car- ried the Bank of America California show, telecast Sunday, 17 October at 8:00 p.m. The show, telecast to com- memorate the bank's fiftieth anniver- sary, was narrated by Thomas Mitch- ell, star of UTP's syndicated tv film show, Mayor of the Town. The program reviewed the last 50 years of progress in California. Ap- pearing on it were Jack Benny, Anna Maria Alberghetti, Paul Kelly, Ruth Hussey, James Gleason, John Carra- dine, Bonita Granville. The one-hour production featured dances supervised by David Lichine. It was produced by Jack Denove and directed by Robert Stevenson. Larry Marcus scripted the show, and music was scored and conducted by Nelson Riddle. * * * Rugby, anyone? KGO-TV plugs 'minor' college sports KGO-TV, San Francisco, is helping convert football enthusiasts into Rug- by fans. Its new program series, Sports Cav- alcade, is planned to popularize the so- called "minor" collegiate sports — gym- nastics, swimming meets, tennis, Rug- by, track and field meets. The 13-week series spotlights a different sport each Saturday afternoon from various area colleges. To stimulate interest in the sports telecasts KGO-TV offered viewers a mimeographed digest of Rugby rules. In the pre-game period a Rugby ex- pert diagramed formations and ex- plained basic maneuvers to viewers. The university teams demonstrated the various formations while they were explained. • • • Briefly . . . WSAZ-TV, Huntington, is opening new, modern tv studios in Charleston soon. The station will operate two in- dependent tv studios originating pro- grams for its own use. The new stu- dios will be equipped with a modern tv control room and camera chain fa- cilities, as well as rear-screen projec- tion equipment. * -X- -X- New York University's fifth annual seminar on successful advertising agen- (Please turn to page 132) "THE VOICE OF LONG ISLAND" NASSAU COUNTY the heart of Long Island BUYING INCOME" PER FAMILY $7,582 4th AMONG U.S. COUNTIES (Sales Mgt.) WHU • • • has a larger daytime audience in the Major Long Island Market than any other station (Conian) WHU AM 1100 FM 98.3 HEMPSTEAD IONG ISLAND. N. Y. PAUL GODOFSKY. Prey Represented by Rambeau ikwu.of iteiiimmAsQ^i Subscribe to SPONSOR today and receive FREE a copy of the 1954 editions of Radio and Tv Results SPONSOR 40 E. 49 St., New York 17, N. Y. Please send me the next 26 issues of SPONSOR and include FREE the 1954 Radio and for Tv Results. NAME Fl RM TITLE ADDRESS I CITY ZONE STATE check one: □ $8 one year (26 issues) [] $15 three years 1 NOVEMBER 1954 95 y s s \**^£ @ 96 To sell the Cincinnati area, WKRC is a must! Morning, noon and night more people listen to \\KRC-Radi< than to any other radio station in the Queen City! Radio Cincinnati. <>:■■ rs and Operators of: WKRC-Radio, Cincinnati, Ohio • WKRC-TV, Cincinnati, Ohio WTVN-Television, Columbus, Ohio • WTVN-Radio, Columbus, Ohio WKRC-RADIO ^CINCINNATI, OHIO Church, . le i .1/,. nager CBS RADIO NETWORK . REPRESENTED BY THE KATZ AGENCY SPONSOR \ etc developments on SPONSOR stovies See: "Rotisseries on the air" Issue: 26 July 1954, page 44 Subject: Rotisserie industry steps up spending in tv The rotisserie industry, a giant spawned by television, is stepping up the tempo of its spending in the medium that propelled infra-red appliances to the big time. The two Goliaths of the rotisserie field alone, Roto-Broil Corp. and Peerless Electric (Broil-Quik) , will account for some $3 million on tv this year. Roto-Broil's biggest plunge in tv comes off this week (2 No- vember) with its sponsorship of election night results over NBC TV (142 markets) and CBS TV (about 90 markets). Roto-Broil will co- sponsor the returns on NBC TV with I.B.M. machines; on CBS TV it will share time with Prestone Anti-Freeze. Roto-Broil's agency is Product Services. Roto-Broil expects to reach an audience of "over 90 million peo- ple" with the one-night telecast. Its cost: $300,000. The rotisserie industry likes commercials which use personal demonstration. Roto-Broil continues this approach on Election Night, with Dave Garroway supplementing film messages. Roto-Broil's regular tv schedule is built around a 15-minute film cooking show, Roto Magician, now running in about 90 markets. It uses announcements in 30 additional markets. Roto-Broil's big competitor. Peerless Electric, is also pouring more and more of its ad budget into tv. Most of the stream is funneled to New York, hottest infra-red appliance market. Through Hicks & Greist, Peerless will spend some $1 million on tv by the end of the year or about 50% of its total budget. It has participations in two NBC TV shows, Home and Tonight, makes use of personal demonstration pitches by stars Arlene Francis and Steve Allen (see below). Two syndicated film shows are also used in New York: Ziv's Meet Corliss Archer, WABC-TV, and Guild's Life with Elizabeth, WABD. Tv announcements run in about 20 markets. The two rotisserie moguls are using more than tv as ammunition in their battle for industry supremacy. A few weeks ago Broil-Quik accused Roto-Broil of "pirating" its designs. Roto-Broil took legal action against Broil-Quik and a spokesman for the latter firm told SPONSOR it plans to press a counter-suit soon. Other top 10 rotisserie firms which buy tv heavily include Marlun Manufacturing (Black Angus). The company is spending about $500,000 for television this year in some 40 markets. • • • Rotisserie firms like demonstration talks by stars: Steve Allen, plugging Broil-Quik WCOV-TV Montgomery, Alabama NOW OPERATING with 200,000 WATTS We're Transmitting a Strong, Clear Picture Over a 70 Mile Area CBS Interconnected ABC Interconnected DuMont — NBC Get the Details From Raymer Co. 1 NOVEMBER 1954 97 INTERNATIONAL NICKEL I < mi li nurd from ' oi tin people toward the Pan) • I ..i the ->■' ond and third follow -up testa in uiniii and Vpril I1'")-', the 1 ,200 respondents were ili\ ided into listeners and non-listeners so thai l\i (i could gauge radio effectiveness. ( !ompoj iii- scores "I both groups showed thai radio had had a measur- able 'Hi- i in iln reasing the -"it "I knowledge and attitudes INCO wanted ic. disseminate. IM ii was satisfied \\ itli t In- tests and bought a — j >« • t radio campaign in five selected industrial markets in fall 1952. In spring 1953 the Psychologi- cal Corp. again tested the effects of INCO'a campaign in a five-cit) survey. \lt.-i examining the ie-ult- of these tests, INCO further increased it- radio budget, expanded it- radio campaign into more markets. Vnothei Psycho- logical i orp. test in summer l'>"il con- \ in ed INCO again that Bpol radio was doing the j<>li ol making INCO better ;ind more favorablj known. Ibis fall the Iii in has bought 39-week and 52- week -< licduldes in \'.i markets. it only takes 2 STATIONS to reach '/2 the peopue «KMAC^ klbs, * ^ ~V~ HOWAKO W. DAVIS, Pr.i.^1 HOWA«D W. DAVIS. Own.r ^■»r clENN DOUClAS, MSr. ~ SAN ANTONIO, TEXAS HOUSTON, TEXAS 5000 WATTS 5000 WATTS ON 630 ON 61 0 The Biggest Buy in the Biggest State! INCO's radio pattern is the follow- ing: The firm sponsors 15-minute news programs before 8:15 a.m. three times a week an alternate days. On one sta- tion INCO sponsors newscasts on every single weekday. To give INCO's mes- sage maximum exposure, Marschalk and Trail pit k- a major network adili- ate in each market. "We found that the audience before 8:00 a.m. has a higher percentage of men than later time periods do." Meulendyke told sponsor. "Though we aim our messages at a broad gen- eral audience, we do want an audience somewhat more weighted toward men." The reasoning behind the choice of newscast-: "It's important for us to be associated with a public service or in- formative program," an INCO adverti-- ing ex« utive explained. "A news pro- gram put- listeners into the propel psychological mood for our informa- tive, documentary approach to com- mercials." [NCO commercials fall into three major categories: ill "companj com- mercials covering such subjects ai the mining of nickel in Canada, the history of the company ; <2) "research commercials" —the contribution of INCO's research staff to industries at large: e.g. helped stop corrosion of metals: (3) "application commercials" where and how nickel is used. The theme that ties all these corn- men ial- together is INCO"s slogan — "nickel, your unseen friend." \\ ith radio, INCO is able to get across three ideas a week. The firm rotates three types of commercials on each station everj week. Here's an example of an "applica- tion commercial": '" \t ")(in degrees, the oven in \our range is hot — red hot. But. folk-. that's onlj a breeze to the blasting heat a i<'t plane engine has t<> -land: 2,000 degrees, and up . . . 2,000 de- grees, and up — think of that! Vnd when \ou do. think of the metals that are standing up to these terrific, white hot 1 lasts . . . hour alter hour . . . without losing their strength. One ol these metal- i- Lnconel-X. Another is Nimonic 80. Both are Inco Nickel al- loys like the heating element- in \our electric range. \ml both are products of the International Nickel Company's never-ending search for new and better metal-. Truly, Inco Nickel gets around. It's usuall) alloyed with other metal-. though, to make them stronger or Ask the Walker Representation Co., Inc. tougher or more heat-resistant. So you rarely see it. That is why Inco Nickel has come to be called 'your unseen friend'." Today, spot radio takes up 30% of INCO's public relations or direct con- sumer advertising budget, or some 12% of International Nickel's total ad budget. This quarter-million radio budget buys the following schedule: WAGA, Atlanta, Ga. 7:00-7:15 a.m., Mondays, Wednesdays, Fridays; WBZA, Boston, 7:30-7:45 a.m., Tues- days, Thursdays, Saturdays; WLS, Chicago, 7:45-8:00 a.m., Tuesdays, Thursdays, Saturdays; WLW, Cincin- nati, 8:00-8:05 a.m., 11:00-11:05 p.m., Mondays, Wednesdays, Fridays; WGAR, Cleveland, 7:15-7:30 a.m., Mondays, Wednesdays, Fridays alter- nating weekly with Tuesdays, Thurs- days and Saturdays; WJR, Detroit, 8:00-8:15 a.m. on a similar alternate- week basis as Cleveland; WIBC, Indi- anapolis; 8:00-8:15 a.m., Tuesdays, Thursdays, Saturdays; KNX, Los An- geles, 7:00-7:15 a.m., Tuesdays, Thurs- days, Saturdays; WOR, New York, 7:00-7:15 a.m., Tuesdays, Thursdays, Saturdays; WFIL, Philadelphia, 7:00- 7:05 a.m., Mondays through Fridays; KDKA, Pittsburgh, 7:00-7:10 a.m., Mondays, Wednesdays, Fridays; KTUL, Tulsa, 7:00-7:15 a.m., Mon- days, Wednesdays, Fridays. To each of these stations, Mars- chalk and Pratt Co., sends an "Inco bible," a booklet of instructions on de- livery of commercials. The agency stresses a factual, documentary ap- proach. To make sure that the an- nouncer presents the message with dignity, the agency sends along an in- struction record for him to use as model. They also send along an "emer- gency kit" of public service messages about the blood bank or forest fires, which the announcers can substitute for the regular commercial if events in the town seem to dictate it. This "emergency kit" is supposed to prevent use of regular INCO commercials at times when it might sound tactless; e.g. if a jet plane crashes in town. The firm's public relations effort ac- counts for some 40% of the total ad budget today. This year INCO will spend three quarter million in p.r. ad- vertising through the traditional print media. The firm's print schedule calls for nine full-page ads in each of three "general" magazines; Saturday Eve- ning Post, Collier's and Look; nine full-page ads in each of five "executive news" magazines: Time, Forbes, U.S. News and World Report, Newstveek and Town Journal; also, six 1,000-line ads a year each in 34 newspapers in 20 major metropolitan centers. "Our magazine schedule blankets the nation and carries our over-all insti- tutional message to the public," an INCO adman told sponsor. "However, we found that our budget would be spread too thin, if we tried to use newspapers and radio in the same way. Instead, we picked the industrial areas where we feel we should concentrate our effort. In those cities we use a combination of newspaper and radio advertising." International Nickel Co. became aware of a need for public relations advertising at the beginning of World War II. At this time a memo was written to the agency asking for their recommendations. Marschalk and Pratt summarized the need for this type of advertising in its answering memo in February 1943: {Please turn to page 102) How to wring sales out of a cloud OR . . . There's no weather show like the Krick Weather Show This is an agency man writing to agency men. You've got a client with a product to sell. You want to use TV. You'd like a show, not too cheap, not too expensive. You'd be real happy if the show had a good audience. The more audience, the more prospects. The more prospects, the more sales. The KRICK weather show gives you all this and more. Here's a low-budget show that combines big-time glamour with showmanship. There are exclusive, high-interest features never before seen on ordinary weather shows. The format is flexible: lends itself to 5, 10 or 15-minute time segments. Some of the features? The KRICK weather show gives the weather a week ahead... putting your show on top with 7-day forecasts every day. Weather Sweepstakes., .exciting new audience game. Plus EIGHT all new features like... Farm and Garden — Q & A box — Weather Proverbs — true or false — Under the Weatherman's Hat — Out of the Dr.'s Black Bag. ..and more. WIRE our client: he'll tell you all about this business- building new weather show... how you can obtain exclusive rights in your market... how, in most cases, you can add the famous Krick team of 80 weather specialists (oldest and largest firm of industrial meteorologists in the world) to your weather staff for less than the cost of a competent secretary. HWC, Inc. TWX, dv40 PHONE, RAce 2-2891: WIRE OR WRITE IRVING P. KRICK Meteorological Consultant, Inc. 460 SO. BROADWAY DENVER 9, COLO. 1 NOVEMBER 1954 99 YE OPENER It happened. Anyone with half an eye can see for himself. The first Nielsen ratings of the TV season are in; ratings that tell you how many homes in the entire United States were reached by each sponsored television program. That's what the advertiser must know : the circulation of his program, the homes reached. TAKE A WIDE-EYED LOOK: The two top shows are NBC shows. Then comes Jackie Gleason. And the next four shows are NBC shows. Six out of seven for NBC, as the season begins. Here they are, with ratings, as reported by Nielsen for the two weeks ending September 25 : Dragnet (NBC) 51.2 Buick-Berle Show (NBC) 50.1 Jackie Gleason Show (CBS) 43.3 Lady In The Dark (NBC) 39.1 Colgate Comedy Hour (NBC) 38.6 You Bet Your Life (NBC).. 37.7 Ford Theatre (NBC) 37.7 We know they'll change as the season wears on. They always do. But when we remember how well we made out last year, we can't really fret. And meanwhile . . . not a bad way to begin the TV year, is it? Another thing. There has been a lot of talk about NBC's bold program ideas. TAKE A WIDE-EYED LOOK: As you see, "Lady in the Dark", with no audience-habit to build it up, is right there on the list. It captured 4th place on its own merits, and on the general sense of high excitement that NBC Spectaculars have instilled into the new season. It topped "Satins and Spurs," although not by much— a special Nielsen shows that "Satins" reached 11,300,000 homes and would have been 5th if it had been rated as a regular program. "Lady in the Dark," Nielsen tells us, reached 11,347,000 homes, which means 31,000,000 viewers. Not bad at all. SORT OF OPENS YOUR EYES. TELEVISION a service of | ■•. . . Idveristing ol i ompanies in the following baai< industries baa been examined : i ubber, plastii s, metals, . h.iru. als, transportation, automotive, radio and inan uments, ma< him aviation, electrical, fuel and petroleum products. "General!) speaking, all these ad- vertisers are in tin- same l">at th<-\ nave little or no men handise available f(.i gale t" the general public. Either theii Facilities art- engaged in wai work, "i there exist bu< Ii shortages that die suppl) of their products is inade- quate for the demand. " bnong the logical advertising >>\>- jectives are the follow in^ : "1. Maintain distribution channels ami trade contacts. "2. Preserve customers l:< «<>r a major share of INCO's total sales. It i- important for l\' 0, therefore, t.. show the public that its produi t i- an integral part of evei j • bod) - life, in peace as well as during a war. However, essentially, l\( ( t's p.r. advertising effort is most similar, on a Bmallei m ale, to the t\ pe of advertis- done bj I .S. Steel with its VBC I \ network drama and bj I lie \hiini- nura ( ". of \meii< a w iih it- sponsor- ship "I I .1 Mm row on CBS TV. I ewei ami fewei • ompaniea in the < ategoi ies listed in Mara balk and Pratl t o.'s memo i<< INCO feel that the) i an af- ford i" staj awa) from p.r. advertis- ing. I In-ii broad p.r. objei lives are ii-u 1 1 1 \ fulfilled h iih network t\ oi radio and page ads in general interest ma^a/ines. There are, however, certain p.r. ob- jectives thai can best he attained bj use of spot radio or t\. For example. there's the case ol the Kennecott Cop- pei Co., which mel with animosit) in Salt Lake Cit) when ii decided to es- tablish a mill then-. The population of the citj resented the company, fearing thai a mill would bring dirt and sool on the town. Kennecott Copper took it- storj to radio. In radio the firm found the onl\ mean- of getting it- mi— age to a broad cross-section of the < it\ -people, who might not have read anything the company wanted to print. Kennecott began with earl) morning new- and weather casts over KSL, Salt Lake City. Today, the firm sponsors This Business of Farming. KSL. 12:1~>- 12:30 p.m.. Mondays through Fridays, to maintain the good will of the town. Constant p.r. advertising can also be useful to an established factory in a small town. It maj avert labor prob- lems, smooth the firm's relations with the municipal government, and gen- eral integrate the factor) into the communit\ . • • • TEXACO ON TV i Continued from page 33) Long ago critics shook their heads over what thev believed must be an inevitable drying up of comic material in thi- ravenous medium. Time has shown the comedians as popular as ever. But the problem still remains. Obviously, it is easier to provide ma- terial for 20 shows than for 39. It means too that more time is available for show preparation. In tv, as in all show business, the more time you have for rehearsal and rewrite, the better your chance of coming up with a smooth-running program. 1. iudience famUarit) with show pattern. An important reason for go- ing t" two, rather than three or four more stars, i- the advantage that ac- crues when an audience knows what in expect. "People like to know what kind .if a show the) are going t" see," It. hi Stewart feels. H\ limiting the stars t<> two. he believes, you can re- tain tli.it t\ pe >.l contact w ith an audi- ence that i- one <>l the great strengths of the single weekl) show . 5. Identification of star with prod- uct. I his i- one ..f the reasons wh\ Station Finds Renewals Easier IT News Wins Sponsor Loyalty Station WKAP, Allentown, Pa., can testify about the special profit yield for stations which push their AP newscasts. The "extra divi- dend" conies from lower selling costs — because AP newscast spon- sors are likely to renew, renew and renew. For example, C&G Motors, of Emmaus, Pa., fully appreciates a principal characteristic of news- casts: the ability to hold the same audience day after day. C&G has sponsored WKAP's "News at Noon" program six days a week, since March of 1947. Here's a comment from this sponsor that has dollars-and- cents overtones : "I wouldn't think of dropping our AP News at Noon program," says Max Cornfeld, president of C&G Motors. "Our customer response has been ter- rific— and folks actually count on our daily news coverage." £) Says Manager 0. R. Davies of WKAP: "AP gives us some- thing we can really sell — speed in news transmission and a world-wide reputation for accuracy and thoroughness." 102 SPONSOR SPONSORS WARM TO AP Because . . . it's better and it's better known. "Plane crash nearby and Fm in a ditch . . . Going on by foot Keep listenm'!" Case History No. 2 Charley Gray, general manager of KBAQ, Casper, Wyo., didn't leave the station that evening. A friend at the Cheyenne airport had called him an hour before. A commercial plane was overdue and was last reported in Charley's area. So he hung around. Six o'clock. He cleaned up several routine chores that had cluttered his desk. Eight o'clock. Eight-ten. The phone rang. Gray made a few scribbled notes as he listened. "Okay, Sergeant," he said, "got it. Thanks a lot." He tossed down the receiver, grabbed his coat on the run and yelled at a yawning face behind the control panel. "State police teletype. Plane wreckage sighted over near Ho- gan's Pass. Pick you up on the local wave." He quickly warmed up the sta- tion's radio-equipped truck and headed North. By 3 a.m., he was in the area. His head twisted back and forth as his eyes ranged the rugged mountain- sides. Suddenly his right front wheel bounced into a hole and careened into the narrow ditch beside the road. The small truck was stuck. Finally Charley radioed hack to the station. "The plane crash is nearhy, and I'm stuck in a ditch. Going on by foot. Keep listenin' !" The sun was barely up when he rounded a slight knoll and spotted the wreckage. A few moments of careful observation told him the story — no survivors. He rushed back to the truck and, by radio, taped a short description of his find and then re- turned to the wreckage for more details. Within minutes an outstanding, "beat" for KBAQ was a top story for stations across the land. Every AP radio member had it. KBAQ's staff had relayed Charley's account to The AP bureau in Cheyenne, starting the news on its way from Portland, Me., to San Diego. "We've had plenty of news breaks from The AP that we know came from other members. Glad we could pitch in, too." Charley Gray is one of many thousands who help 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 ]P 1 NOVEMBER 1954 103 COVER NORTH CAROLINA'S Rich, Growing "GOLDEN TRIANGLE" with WSJS TELEVISION CHANNEL 12 a 24-county market with 339,600 families (Sales Management 1954 Survey of Buying Power) NOW SHOWING'-AU NBC COLOR SHOWS Interconnected Television Affiliate National Representative: The Headley-Reed Company Texaco prefers to alternate programs rather than to alternate sponsorship with some one else or go in for par- ticipations along with other clients. I exa< o has always tried to tie product and performer together, as with Berle, who was always closel) associated with the Texas Company. Bj alternating sponsorships, the companj would lose the exclusive identification with the -how it prizes so highlv . It is for the same reason that Tex- .! .. dm- nut go iii for participations. Stewart points to the following inci- dent on the opening Durante show for illustration of the value of star identi- lii ation with the sponsor. On the 2 October program Durante muffed a line. While everyone waited anxiouslv the seasoned performer pulled an ad lih that will probably become a classic for the Texas Companv. After saying that this was his first fluff for the spon- sor, Durante quipped: "I hope Texaco don't take my credit card away." According to Stewart, this ad lih line, which proved one of the big laugh-getters of the show, was of un- told value commercially, yet it could never have been possible on a partici- pation show. Texaco follows a similar policy in its spot radio shows. For example, it sponsors sportcaster Bobby Burns six days a week over KMOX, St. Louis, on an exclusive basis. On the West Coast, audiences have long been fa- miliar with Tommy Harmon's sports on Columbia Pacific Badio Network. Harmon's contract permits him to do play-by-play via deals with stations or networks, but prevents him from deliv- ering commercials on any competitive accounts. Similar exclusives exist in other markets. IVfi if Berle tens dropped: The new t\ program approach does not reflect am Texaco disappointment with Mil- ton Berle. Had the show costs not risen so high, the partnership might still he going strong. The Texas Com- pany i- the first tn credit Berle with having done a tremendous job for them. Berle more than justified Stew- art's faith in hi- u reat potential. The remarkable rise "I Berle and the im- portant role In- played in tv's rapid growth i- a -lni\ that ha- l-een told often. Pari ol thai storj . an impoi taut part, belongs tn I exa< ■■. w hich in an on ri lam period took a < fiance and went along on the ride. And what a ride it turned out to be. \n NBC spokesman reflects that in a sense the Berle -how was the indus- try's first spectacular. Keeping in mind comparative costs of the earlv davs. the description i- not far-fetched. In Texaco accrued a unique benefit, one that can never he repeated. It sponsored the show that people went out and bought sets to watch. Mr. TV, more than one person ha- claimed, did more than am other single star to -ell television sets in the medium's infancy . Even the dealer- were forced to be- come viewer- whether the) liked the -how oi not. Account man Johnston tell- of dealer- who reported thev had to watch the -how on Tuesdav night in order to he able to talk with their customer- Wednesday morning. It is easj to see what a tremendous dealer response mu-t have been forthcoming to the most-talked-of tv show in his- torv. Texaco's files are full of stories of the incredible popularitv of Berle's program in those early days. A favor- ite tale of Don Stewart used to be of the store which was open everv week- day night except Tuesday. On that night a sign would appear in the win- dow reading: "(dosed on account of the Milton Berle Show." \\ bile it is difficult to correlate ad- \ertising and sales directly, there is no question in the minds of Texaco or Kudner, that the Berle show must have affected gasoline and motor oil sales. To repeat the Berle experience is impossible, for the medium has grown up. Now the problem is to snag as large a share of the audience as possi- ble, create a new show-sponsor identi- fication. The Durante-O'Connor com- bination is the tr\ . IVete commercial approach: The change in -how had important conse- quences on the commercials. Texaco was famous for the integrated, enter- tainment-loaded pitch it developed so successful!) via the Berle vehicle. The most famous pitchman of the period was Sid Stone, whose act was for a while a popular feature of the -how. \fter a Dumber of years, Texaco felt that the effectiveness of the gimmicks had worn nlT. But the concept of the soft, entertaining commercial wa- re- tained in the new act of .liininv Nelson and his ventriloquist's dummies. 104 SPONSOR •0U CanMak &C THE BIG MONEY MAKER IS RECORDS with ROCKWELL" Flint, Michigan Frederick A. Knorr, Pres. Eldon Garner, Mg. Director Represented by HEADLEY-REED Voted Flint's No. 1 Disc Jockey! What a selling combination! The most popular radio station in Flint and Flint's best-loved, most-listened-to disc jockey . . . Jim Rockwell! Nothing could be sweeter to lure business your way in Michigan's 2nd biggest income city. Folks just nat- urally tune to WKMF . . . Flint's only 24 hour station devoted exclusively to News, Music and Sports. So, put your ad dollars where the listeners are! "RECORDS WITH ROCKWELL" is covering Flint's billion -dollar market like a tent! WKMF-Flint . . . WKMH— Dearborn-Detroit . . . WKHM-Jackson is the package buy that covers 77% of Michigan's entire buying power. Yet you save 10% when you buy all 3. Highest ratings . . . because every- body likes News, Music and Sports! GOLot/y 1 NOVEMBER 1954 105 Whatever tin- merit* of the enter- taiiiini -lit approach, and the company feels thai both Stone and Nelson were eztraordinaril} effective, the new show format makes a new type of commer- cial mandatory. The reason! given by Don Stewart are: 1. The length of the show. It is a half hour, where the Berle show is an hour in Length. An entertainment pitch requires time, a warm-up Leading to a short commercial spiel followed by a pleasant sign-off; Nelson's act took about six minutes. This is impossible on a half-hour show. Furthermore, Texaco does not even use all its com- mercial time. On the current show only two commercials are used, the first 1 :40, the second about 39 seconds in length. 2. Difficulty of integrating with a film show. The O'Connor show is on film. Texaco would have preferred the show live, but O'Connor could not be available on any but a film basis, for his movieland and other commitments made a live show almost impossible. Since the shows are being recorded far in advance, there is an obvious difficulty in integrating shows and commercial. It becomes impractical. For these reasons the commercial is put on film. The short film commercial lends itself readily to straight selling via demonstration, and this is exactly what Texaco's new pitches consist of. Harry Von Zell does a simple straight- forward product pitch with no gags or entertainment routines. He points up the ad\antages of the new Sky Chief or other 1 exaco products and attempts to prove claims through visual demonstrations of product superiority. \\ hether b\ accident or design, the altered form of the commercial ap- pear.- to fit in well with Texaco's cur- rent competitive needs. The company had worked long to develop its own additive, and oidy last spring entered the market with it. It is called Petrox, an all-petroleum derivative, which, ac- cording to the Texas Company, cuts wear and increases engine power. I he problem was now to convince the pub- lic Texaco's additive is the best. As Kudner copywriter Don Grady sees it, the commercials must be be- lievable first of all. For this reason he favors photographed demonstration above animation or visual tricks. A viewer, he feels, is more likely to be- lieve something whirh he acutally sees than animated drawings. Thus in one of the commercials, the comparative effects of Petrox and a competitor's additive are demonstrated by weigh- ing two piston rings on scales after 25,000 miles of use. Enough metal has been worn off the piston ring associ- ated with the unnamed additive to be measurable on the scales. This reliance on demonstration, showing effects of Texaco products and competitive products on actual engine parts, is the core of the new commercials. They push the Petrox themes of more power, more miles per gallon, faster starting, faster warmup, faster getaway, less engine wear. How effective they will prove is an) one's guess at this time. They are do longer as distinctive as the old Berle routines, but comparable in many wa\s to the current commercials in the field. Von Zell, as might be expected, does a strong selling job. Perhaps, as copywriter Grady put it, the gasoline that will succeed best via tv is the one whose commercials are most believable. The importance Kudner attached to launching the new Texaco commer- cials right, is evidenced in the fact that the first six were written by the agenc) s president. Jim Ellis. Does advertising sell gasoline? The gasoline companies are heavy ad- vertisers, yet the question sometimes arises whether advertising is as effec- tive in this field as in some other*. There is probably no direct way of answering the question. Texaco is con- vinced that its consistent advertising has paid off. But how much its pres- ent enviable position in the industry owes to advertising, or the Berle show in particular, is anybody's guess. In net earnings only Standard Oil of New Jersev is ahead of the Texas Company. Third is Standard of California, fol- lowed bv Socony and Gulf. Kudner s Gerard Johnston points to various local competitors for verifica- tion of the old saw that "it pays to advertise.'' "I here are many local gas distributors operating under their own :.:■■::■, : y ^^\v::: -^ v^n ■■■■■ ;■;■;.;■':;■': : I MANCH ESTE R. N. H THE BEST SIGNAL— AND LOCAL COVERAGE FROM WITHIN THE MARKET \.» Hampshire Countitt 114,000 TV families Maiiachusetts Bawrhill 'irm 125,000 TV families PLUS < i ,„ 15,000 TV families PLUS i 19,250 TV families Total PRIMARY coverage 275,250 TV families FOUR MILLION PERSONS LIVE IN THIS AREA Represented bv WEED Television Corporation [„-•■' '•SS'-ii* ££ Ns^'VY MANCHESTER GRADE A ft. :-«-£»» .<"-*£ . FITCHBURG yV ' VV - ~'l'vX. t ^^^t^li^m^JB i 4 LYNN X H., WORCESTER.. 106 SPONSOR YOU MIGHT SWIM 100 YARDS IN 49.2 SECONDS *— BIT CONLAN RADIO REPORT METROPOLITAN GRAND RAPIDS NOVEMBER, 1953 Morning Afternoon Night WJEF 29.6% 30.8% 33.1% B 26.3 22.8 28.6 Others 44.1 46.4 28.3 YOU NEED WJEF RADIO TO SET SALES RECORDS IN GRAND RAPIDS! Grand Rapids is Michigan's second largest market — and WJEF is Grand Rapids' biggest radio value. Study the Conlan figures, left. On a quarter-hour, 52-time basis, WJEF gets: 12.6% more morning listeners than the next station {for ll.l°/o less money) 25.2% more afternoon listeners [for 31.1% less) 9.6% more evening listeners (for 3.1% less) 116,870 radio homes are within WJEF's Metropolitan Grand Rapids Area. A daytime quarter-hour on WJEF costs less than 25c per-thousand-radio-homes! She 3'ef'et Ufa think WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN- TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA. ILLINOIS CBS RADIO FOR GRAND RAPIDS AND KENT COUNTY Avery- Knodel, Inc., Exclusive National Representatives ''Richard Cleveland set this uorld's record in Columbus, Ohio, on February 23, 1952. 1 NOVEMBER 1954 107 The Story of NORMAN & BILLIE PHILLIPS and how they can help YOUR station Norman La paralyzed and confined to a wheelchair but has no medical complications. Ee and his wife, Billie, have trained in radio because of their life-long background in electronics and communication and of their genuine interest in this field. Norman holds First Class Radio Telephone Operators License and Billie holds a Third Class Radio Telephone Operators License. Pot the past year thej have trained in Memphis at Keegan's Institute of Radio and Television in script writing and announcing. Billie handles the console, cues the records, and does Borne announcing, and Norman does most of the microphone work. lie does a good job of newscasting, has an excellent comprehension of national and international affairs. Both can fulfill the FCC license require- ment. Billie is able to make anj adjustments to the transmitting equipment under Norman's direction, and she ran also do bookkeeping and service the accounts. rs of college work at the University of Texas and Memphis State College in Home Economics. She is pri si ntlj employed bj the Southern Bel] Tel. & Tel. Co., as a servic* representative in their Memphis office. Norman has completed a specialized course in Advanced Radio Operating. B( took pre-engineering at Oklahoma A & M College and also lias various . rj in communications and electronics. While with Western Electric, where he worked more than nine wars, Norman worked mainly as a Toll Technician J on all phases of equipment including radio, coaxial cable, and microwave radio. Be also instructed various technical courses and was a Job Supervisor for three years. In World War 11. Norman was an Electronic Technician in the Navy Sub '. mar i :.■ completed ti tadio Materia! Course and various \ echnical courses. He is taking Nilson's imunication and Electronics via correspondence. Nora that with their extensivi background and \ •lio or tv, or both whl re they would \ be an enormous asset. Not only in the technical and broadcast ph ml public reli I i thej M be valuable. ; They '11 appro S vise indary. They are mainly interested in an opportunity to prove t hi For more infor- mation and references regarding Norman and Billie Phillips, please contact II. W. Slavick, WMCT in Memphis. ' 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 n t 1 1 M 1 1 1 1 t^ brand names," be told sruwsoR. "A number <>f them are highl) successful, SO mm li -n as to worn the majors. Others will nevei amount to much. In almost ever} case you will find that die successful independent i- the one who advertises, and heavily." [exaco is undei no illusion that the customer will leave the t\ set to run i hi aftei a lanUul of Sk\ Chief, IV- trox oi no Petrox. Gasoline advertis- ing, Bays Don Stewart, ju>t doesn't work that way. It - a long range propo- sition. ^ uu ma) see and hear ahout Petrox lor months before \ou do an\- thing ahout it. \nd the chances are \ou won i move in an) case hefore \ou see that you have to fill u|t. If Texaco's advertising has been doing it- proper job, you will be more likelv to stop at the Texaco station than at the competitor's place next door. Even a small shift in consumer pref- erence can have gnat repercussions, for the market i- a vast one. and grow- ing. In L953, according to the Texas Company, a new American record was set for consumption of petroleum products, with an average of 739 gal- lons being u-cd for ever) person in the I nited Mate-. To meet the demands of an expand- ing market. "I be management of the Texas Company," declared President Augustus C. Long, at the 27 April \nnual Meeting of stockholders, "ia alert to the indications which point to a period ot intensified competition. . . . We have . . . been preparing meet this situation. Part of the preparation is repre- sented in the current advertising cam- paign, sponsor estimates the 1955 Texas Compan) ad budget bi down this wa\ : Over 33^ . i- ear- marked for t\. ahout 16' i for radio and ahout 21' . lor maga/in- • T7i«« Metropolitan Opera: Enjoying a very special role in the compan) b ad efforts is the Saturday matinee of the Metropolitan Opera, which has been sponsored b) I exaco on Al!< Radio for L5 consecutive years. Here i- a program on which no commercials appear, merel) a statement of sponsor- ship. \\ h\ does Texaco continue t" sponsor it? |),.n Stewart explains it this way. The Opera broadcasts do both a pub- lic relation- and a selling job. The [exas t ompan) wins good will through a fine public service effort I his good 108 SPONSOR They live on the Pacific Coast. .. they listen to Don Lee IS Pacific Coast Radio . . . the only network with "point-of-purchase" penetration paralleling the local buying habits of I6V2 million people ... the only network with stations in 45 important Pacific Coast markets ... the nation's greatest regional network . . . RADIO Don Lee Broadcasting System, Hollywood 28, California, Represented nationally by H-R Representatives, Inc. will pays <»il in man) ways bj making people of all kind- [eel favorablj dis- posed toward doing business with the i ompan) . Dealei b like it, lor, as thej report, it helps to have the important people of a town Been entering their stations, it lends prestige. Concrete evidence of the show's sales effective- ness is seen in the many thousands of thank-you letters received. In a verj large Dumber of instances, reports Stewart, the writers saj that the) in- tend to bu) only Texaco products as a sijMi of appreciation. Keeping in mind the fact that the type who listens to the program is among the least likely to write to a sponsor, it may be reasonably assumed that the letters Bfl tuall) represent the feelings of millions. In addition to the opera broadcasts, Texaco runs an extensive spot radio program featuring news and sports casts in those areas where the need for extra ad pushing is felt. Two regional networks are used, CPRN on the West Coast, and the Texas Qualitx Network. Among the cities where such programs are regularh heard are Cleveland. Chicago, Philadelphia. Baltimore. Den- ver, Miami. Dunn- the past summer, in addi- tion. Texaco went in for a -aluration weekend news setup on ABC. During Jul) and August, the net's top news- men were heard on 22 five-minute newscasts split evenly on Saturday and Sunday, between 9:00 a.m. and 11:00 p.m. The company was quite happy with what it regarded as an unusuall) economical broadcast barrage which the listener, at home or in his car, could hardly escape. Whether this type of radio programing will be re- peated is an open question. 1 he bud- get for this -how came largely out of the unspent funds available because of the absence of a network tv series for the last season. Both radio and newspapers were used as tv substitutes, play a small role usually in Texaco's ad campaigns. How Texaco's venture will stack up, it is of course too early to tell. The show is barely a month old and the effectiveness of the commercials is still to be felt in the marketplace. The first Trendex ratings show a 47.8% share of the audience for the opening Du- rante. Since Trendex rates only 10 big cities, where the number of stations is above average, it may be expected IvWdaytona BEACH'SjWHOTEL AS LOW AS $ 750 per perion double occ *■*»*-»**.* INCLUDING 2 DELICIOUS MEALS European Plan ol»o AvoBobU Spacious Rooms • Excellent Cuisine • Golf Course 2 Private Pools * Cabanas • Private Beach Putting Green • Intimate Cocktail Lounge • Dancing Planned Entertainment • Fisherman's Paradise. For Reservations & Brochure write or wire Ruth Strayer, Gen. Mgr. THE fatffdna i/aza * CRAIG hot:i formerly the Sheraton Beach Hotel ,0IRICTIY ON THE "WORLD'S MOST FAMOUS BEACH" that higher ratings will be noted bj services which includes smaller cities in the surveys. In any case, Stewart i*- willing to go out on Limb to predict a climbing rating for the show. On the ba-is of a pre-view screening of the 2 November O'Connor show, spon- sor is inclined to agree with him. Although Bponsor and agency are confident of success in the new Texaco Star Theater, they know thev irni-l wait and see. A number of new ques- tions may arise that have not been foreseen. For example, suppose re- search reveals that the audience com- position of both shows is approxi- mately the same, although no one ex- pects this. Will it then be advisable to cancel one, or will it still be best to ride with two? Nor is there any guarantee that the shows will have equal appeal in terms of audience size. What happens if there is a considerable rating differ- ence? Should the two shows be ex- pected to achieve approximately equal ratings in the first place? Client and agency have a rich past experience to guide them. They were successful in hitching their wagon to the star of Milton Berle. Now they have what they believe to be two of the outstanding comedy personalities in the countrv who complement each other perfectly. While the investment is less than in the Berle show, about < 17.000 for time on approximately 70 NBC stations and about $50,000 for production, it is millions that are in- volved, a huge stake to throw behind the new venture. If it succeeds it may well start a trend in a tv industry look- ing anxiously for new and better ways of reaching larger audiences. * * * TV DICTIONARY {Continued from page 39) REFLECTOR Reflecting surface, silver in color, used to reflect light. For ex- teriors, reflectors are used to direct sunlight onto the actors or the scene. For interior lighting, they are incor- porated in lamps to reflect light com- ing from the back of the bulb. HARD REFLECTORS Reflector coated with silver and aluminum foil having a mirror-like characteristic. In sun- light it produces an intense brilliant light which may cause hot spots. SOFT REFLECTOR Reflector coated with silver or gold surface. Softer in color than the hard reflector and pebbled to diffuse the light. 110 SPONSOR . . . KTRK-TV's new 1,000-foot tower for Channel 13, Houston. We'll be ready in November to offer advertisers a new source for rich returns from a tried and true field. There's a cat in the picture . . . not a wildcat, but a likeable little black kitten who is destined to become one of the famous trademarks of the Southwest. He is already flooding the area in a dozen different promotional campaigns that are making Channel 13 the talk of the great Houston market. KTRK-TVThe Chronicle Station, CHANNEL P. O. Box 12 • Houston 1, Texas National Representatives: BLAIR-TV— 150 E. 43rd St. New York 17, N. Y. Houston Consolidated Television Co: General Mgr., Willard E. Walbridge Commercial Mgr., Bill Bennett Basic ABC 1 NOVEMBER 1954 111 REFLECTOR LENS Extra long telephoto built Into .short, compact mounting to avoid Interfering with other lenses on turret. Focal length: 40" (actual length: 16"). «See Leu RELATIONAL EDITING Editing of shots riations of plan, se- quence or idea. REMOTE Program emanating from a point apart from the studio or trans- mitter location. REPEAT Show that is repeated by film kine or retelecast. REPLACEMENT Tv show or talent that substitutes for a regular show or per- sonality who is on a vacation or sum- mer hiatus REPRISE Repeat of a jingle theme af- ter straight delivery of a tv commer- cial; also used to mean the calling back for judgment by the crowd of talent which has performed. RESOLUTION or DEFINITION Degree of reproduction of detail of an image, scene, sets and/or background after transmission through complete tv sys- tem to receiver or monitor. RESOLVE CHORD Musical ending, last note or sometimes passage at end of scene or show. RETAKE The repetition of the act of photographing or recording. RETROSPECT Show sequence which fades back and pictures something out of the past. RETURN FLATS (1) Narrow scenery Hats added to the sides of a set to extend or confine the background so that cameras shooting at angles will not over-shoot or get off set back- ground in the picture. <2i Used to add depth to some architectural fea- tures of sets, such as a window return or a mantle breast return. These re- turn flats are placed in back of the window or mantle. <3» Used to finish off sets for shows which may have studio audience. RETURNS 1 1 I Amount of mail re- ceived as the result of premium or other stimulus on tv or radio shows. <2> See Return Flats. REVERSAL or REVERSE POLARITY (1) Film process that results in change of film from positive to negative or vice versa. (2) Positive prints without the use of a negative. Most 16 mm films are produced this way. Reversal prints are used sometimes in 35 mm. REVERSE MOTION Photo technique showing everything backwards: used to achieve a comic effect. REVERSE SCENE Negative is reversed in printing so that everything photo- graphed on the right is now on the left of the screen. Makes right-handed people left hand and fuzzes focus. REVERSE SHOT or REVERSE ANGLE SHOT Worked in conjunction with existing shot. Same subject or object seen from exactly opposing angle by means of cutting back and forth be- tween two or more cameras. Used for emphasis and changed viewpoint. HERE'S AN OPPORTUNITY OF YOUR LIFE-TIME UHF TELEVISION STATION FOR SALE in the NATIONS 32nd MARKET NBC AND ABC PROGRAMMING ASSUME LIABILITIES AND IT'S YOURS j WAYS-TV-CHARLOTTE, N. C. CALL — EDlson 3-7173 • i' ; ■ ■ . REWINDS Geared rewinding devices I on which a reel or flange may be A mounted and turned rapidly by hand I or electric motor. Motor Rewind Electrically driven re- wind used where large reels of posi- I tive film have to be rewound rapidly. Negative Rewind Hand driven rewind for negatives which have a low gearing- up ratio to discourage over-rapid re- • winding which might damage the film. RHEOSTAT A variable resistor. Pots, | faders, shaders, lights, even camera j dissolves and opticals are frequently made possible through use of rheostats RIDE GAIN To keep the picture qual- ity and volume of sound constantly ad- justed for proper transmission. RIDE IT Instruction to swing instru- ments, to ad lib. RIG (1) Device used to hold, move I or control object televised. >2> Setting overhead lights on a scene. RIGHT A camera or talent direction i meaning to the person's own right as he stands or faces at that moment. RIM LIGHT, RIM LIGHTING 1 1 » Around the edges of the subject. >2> Spot- lighting from the back, designed to bring individual talent or subjects out of background by virtue of their bright- ness contrasted with rest of scene. RISER (1) Small platforms used to raise camera, talent or sections of the band so as to get a better picture, light or balance. <2> 1" or 2" blocks used to raise furniture for a better picture. | RETMA Radio Electronics Television Manufacturers Assoc. ROLL 'EM Roll it. Order given by the tv director when he wants a projec- tionist to start film portion of tv show. ROLL UP Trick effect used to change from one scene to another: when first | picture begins to roll from bottom, re- I vealing second picture. RORABAUGH REPORT Special reports on spot tv buying by advertisers, issued by the N. C. Rorabaugh Co. ROTATING WIPE Optical technique where a line moves over the screen in clockwise or counter-clockwise direc- tion, seeming to uncover another scene as it travels. ROUGH CUT First overlength assem- bly of shots in their correct sequence. RTES Radio and Television Execu- tives Society. RUN OVER (1) When a show goes past the scheduled time for ending. l1 To review, retake or re-rehearse a portion of a scene, situation or show. 112 SPONSOR i® /<;0 »i« ti>c C«»* ROBERT CUMMINGS/# 6#n be yair hero : / Here's the rib-tickling family show that has entertained big, BIG network audiences (National rating of 29.9!) with a sales-success record on everything from Automobiles to Beer to Cigarettes, Best of all, "My Hero" keeps drawing the crowds even when it comes back for bow after bowl PtiW. a 7 station market— "My Hero" gets a 18.3 RRB rating to put it in the Top Ten ot syndicated TV Hint shows! i a few of the sales-alert, bud- -conscious sponsors who have de "My Hero" their hero: s Furniture Co*- 'rolet Dealer uesne Beer „ Ready Battery Co.. se t> Sanborn n OiL _ » Supermarkets..- nes Tire Co*- es Cashman mi Valley Dairy ily Wiggly Food. DETROIT .— • SEATTLE WHEELING, ERIE LOS ANGELES -LOS ANGELES LOS ANGELES EL PASO MApiSON LAS VEGAS „ DAYTON AMARILLO er Meat Products- ROCHESTER et Caporal -CANADA "markets, Inc _ LUBBOCK or Insurance. _.PINE BLUFF «ier Foods. NEW YORK CITY )lon Drug Stores NEW YORK CITY • Victor TV Co* „ KEARNEY ly Oil Co — MONROE, LA. < Air Conditioning HUTCHINSON, KAN. YOU CAN STILL BUY "MY HERO" IN MANY MARKETS . . *Qowe &\/&r) -first tun ! 39 weeks of half hour top-rated situation comedies with full family appeal. W&JTE! WIRE! VHONE! for full details and merchandising plan for sponsors! 25 WIST 45th ST., NEW YORK 36, N.Y. • PL 7-0100 Baltimore • Beverly Hills * Boston • Chicago • Dallas • Detroit • St. Louis Atlanta AMERICA'S LEADING DISTRIBUTOR OF QUALITY TV FILMS COLONEL MARCH OF SCOTLAND YARD • MY HERO • JERRY AND THE PIRATES TOWN AND COUNTRY TIME • SECRET FILE U.S.A. • THE STAR AND THE STORY RUN THROUGH Usually the first com- ic! uaisal by cast on camera with sound, music. RUN U? Footage which passes through a film mechanism before it reaches the ■ i RUNNING SHOT Also trucking. Pic- tun s in which the camera is dollied along with the talent or action, also called a travel shot. RUNNING TIME (1) The absolute tuning of a tv show or script page by page on last rehearsal. Running time is usually marked every 30 seconds (2) Length of time a film or kine will run when projected at its correct tv speed. RUSHES First prints from a film usu- ally developed overnight so producer or client can examine film production of previous day. R.W.G. Radio Writers' Guild. S.A. Sex Appeal. SAFETY FILM Film made on slow burning acetate base. S.A.G. The Screen Actors Guild. Rec- ognized by producers as the exclusive collective bargaining agent for actors in the motion picture industry, in tele- vision film commercials and television MEMO FROM ro DEE RIVERS — All time-buyers GEORGIA'S WEAS and Us new 50,000 <" Westinghouse transmitter on its same old frequency 1010 should be included in your Fall Budget. COVERAGE PRICE makes it Georgia's BEST 50,000 WATT BUY CALL STARS NATIONAL IN NEW YORK — CHICAGO DETROIT — LOS ANGELES SAN FRANCISCO film programs within the territorial amits of the continental United States. Gets wage scales and working condi- tions for actors, including narrators, announcers, singers, stunt men and ex- tras (in New York) . SALES AREA TEST Test of advertise- ments within a limited geographical area to determine whether the sales produced are sufficient to warrant more circulation of the advertisement. SAMPLE (A) Used to denote a repre- sentative segment of tv homes or view- ers whose tv tastes, opinions and hab- its are taken as representative of all such families or viewers in the area selected for examination. A por- tion of a total so chosen that the characteristics of the whole may be judged from those of the part with a minimum degree of error. SAMFLE, ADEQUATE A sample which is representative of the larger universe from which it is chosen and which is large enough to give stability to re- sults obtained. SAMPLE, AREA The name commonly applied to a method of population sam- pling wherein one step is the selection of land areas to represent the total country or section and from which areas people are selected, each step following a procedure of known prob- ability. SAMPLE ERROR The degree or the likely degree in which a sample is in error or deviates from the original uni- verse which it represents. SAMPLE, JUDGMENT A sample whose members are selected with some free- dom of choice or judgment on the part of the field worker or the designer of the sample. SAMPLE, KNOWN PROBABILITY A sample in which the probability or chance of each individual being chosen is known. SAMPLE , PRECISION A sample of known precision or known degree of probable accuracy. SAMPLE, QUOTA A sample in which field workers are free to select individ- uals so long as they have the right number or quota of each group by age, sex. SAMPLE, RANDOM A sample selected by methods which insure that every item in the sample has an equal chance of being selected. SAMPLE, REPRESENTATIVE Ideally a pie which properly represents all the characteristics in the same propor- tion m which they exist in the original universe. SAMPLE, STABILITY OF Determined by relationship between increases in sam- ple size and resulting decreases in the variability of measured results. SAMPLE, SYSTEMATIC A sample usu- ally from a list made up by a periodic selection of names or items such as every ninth name. SANNER DCLLY Crane arm or boom- type dolly which has boom arm ap- proximately 9' in length, rotates free- ly through a full 360° horizontal cir- cle, full 360° pan and tilt circle, obvi- ously extremely versatile. (Horizontal directions are usually given by hour: 9 o'clock, right angle left of dolly; 12 o'clock, straight out from dolly; ele- vated directions by degrees: 1,000 high- est elevation; 0 on the floor.) SATURATION Characteristic of color referring to distinctness and vividness of hue. A color is most saturated when it is pure; least saturated when it Is mixed with a large amount of white. SCALE Regular talent union rates or charges for acting, announcing. SCAN or SCANNING The electronic separation of the optical ima^e into a series of parallel horizontal lines traced from left to right in sequence from top to bottom. SCENARIO A script or idea break- down for a tv show describing story and action. Usually applies to a tv film rather than live show. SCENE (1) A single sequence in a tv show which may consist of one or more shots. (2) The setting for the action of a play or situation. (3) A di- vision of an act, play or show. SCENE SHIFTING Various techniques used in changing locales or time ele- ments of a play. SCENERY DOCK Place where tv scen- ery is received and /or stored when not in use. SCENIC ARTIST One who designs and or paints scenery. SCHEDULE (1) Tv or radio station timetable. All live, film commercial and sustaining tv operations are gov- erned by the schedule. (2) A complete tv or radio broadcasting and promo- tional campaign. SCHIZOPHRENIC Occupational buga- boo where tv talent or personnel has two cr mere rehearsals or shows sched- uled at the same time. SCHMALZ IT A command by the tv director to talent and/or orchestra to do show or scene in super-sentimental style. SCHUFFTAN PROCESS Famous movie technique of shooting action on a set, only part of which is constructed In full size, the remainder being con- structed in miniature and photo- graphed in a mirror. 114 SPONSOR he Gold Cup Went to "5" * ews Item (August 7, 1954): "Slo-mo-shun V, twin ■ter of the world's fastest hydroplane, roared over attle's Lake Washington today at better than 100 mph to n motorboat racing's top prize, the coveted Gold Cup." / Item (three weeks later): "The August Seattle Repulse reveals king-tv, Channel 5, scored a clean eep over the rival network station in duplicate tele- sting of the Pacific Northwest's biggest sports event, the Gold Cup. Out of an estimated 500,000 viewers, the elaborate king-tv coverage pulled almost three times as many families as the other network station." There's a reason, of course, king-tv is the first station in the market . . .first in all ratings (morning, noon, and night), first in local personalities, and always first in news, sports, and public events. People dial "5" in Seattle almost as naturally as you dial your home phone. * Average Telepulse rating for duplicate coverage of Gold Cup race, Seattle, August 7, 1954 Channel 5 (KING-TV) 36.0 Second Seattle Station 12.5 FIRST IN SEATTLE KiNG-TV Channel 5- ABC 100,000 Watts Ask your BLAIR TV Man Otto Brandt, I 'ice President and General Manager Dunning Proceu Another device orig- ed in mO\ lea adapted to tv» for : mance of an ac- tor m a studio with a background fllmi here, in film a yellow- i print oi the background ['•mailed Into the camera in front ot a panchromatic negative, and the actors, lit with a yellow light, per- ioral In front ol a brightly-lit purple- blue backing. Since the blue is com- plementary to the yellow, wherever blue light from the backing meets the a -toned film it is absorbed in pro- portion to the density of the yellow, and a print of the yellow image is thus rded In reverse on the negative. Wherever the actors move in front of the backing, however, they prevent blue light from reaching the film, their own yellow-lit figures recording in its place. Vistascops An optical device contained in a simple, box-like case which fits snugly in front of the lens of any television or film camera. Through its use with 8" x 10' picture of set de- sired, live actors performing on a bare stage or in an open field can be pre- sented to a television or film audience, either live or by means of film, in what appears to be setting duplicating any structure or scenic site in the world required by the show's locale and script. Leased through Vistascope Corp. of America, RKO, Culver City. Cal. In a story film a succession of scenes which together form a single stage in development of narrative. SERIAL A show given in installments and telling a continued story. SERVICE FEATURES Usually daily serv- ices such as weather forecasts, time signals, some news broadcasts. SESAC Society of European Stage Au- thors and Composers. SET l 1 I The physical settin? viewed by a tv camera. <2> A television re- ceiver. SETS-IN-USE The percent of all tv homes in a given locality whose sets are tuned in at a specific time, regard- less of the tv station they are viewing. SETUP (1) Location of tv camera as set up for specific scene or action. 2 Arrangement of the orchestra, cast. mikes, lights, cameras, props in rela- tion to each other. ( 3 i The placement of equipment, camera, lights, sound and personnel for the best tv picture and pickup of action. SHADING Technical operation per- formed by engineer to eliminate the spurious signals from tv camera pro- duced by tube characteristics. Of greatest importance when using older motion picture films due to their high contrast elements and subsequent in- creased production of spurious signals. SHADOWING To simulate by trick effect a natural shadow that cannot effectively be created through use of tv lighting alone. SHARED ID. Upper right one-quarter video contains the station I.D. and the remaining three-quarters are used for commercial copy. The first eight sec- SPONSOR T I LLI E VISION the Xream Gal At in the Land of Milk and Honey / I OOOoo Only Full Time Operation in 100 mile radius. Interconnected CBS, ABC, Dumont, for 55 counties. Yep! bigger'n Baltimore! HAYDN R. EVANS, Gen. Mgr. • REP: WEED TELEVISION 1 NOVEMBER 1954 117 are we hapbij 7 SERVING 300.000 LATIN-AMERICANS'! E MIGHTY "MIRE OF SAN ANTONIO 250,000 Milliwatts Ikiiww National Time Sales — New York Harlan G. Oakes & Assoc. Los Angeles — San Francisco MUSEUM? A high-rated network program, unavailable to national spot or local advertisers, is like a museum piece. You may respect it, stand in awe of it — but you can't buy it! WPEN, second only to such network "museum pieces" all afternoon long — BUT FIRST IN TOP-RATED LOCAL PROGRAMS — is taking reservations for its S.R.O. 950 CLUB 1:05 /<< 5 30 I'M PHILADELPHIA :wpen .:wna!h by GM-Ptnu, Inc. New York Los Angeles Chicago San Francisco dia 950 onds are used for commercial audio; remaining two seconds for the station ID. (See also I.D.) SHARE-OF-AUDIENCE The percent of audience tuned in at that time who are watching a given show or station. SHOCK VALUE Tv writing technique winch utilizes visual prop, set or even sound to attract audiences' initial at- tention to commercial, action or show. SHOOTING-OFF-OVER To take in areas in a given camera shot that are not wanted or that are beyond the hori- zontal or vertical limits of set. SHOOTING SCRIPT <1) Final tv script with all camera shots, lights, music, miscellaneous information included. < 2 » Complete film script divided into script-scenes and containing all neces- sary technical instructions for shoot- ing show. SHORT VOICE A voice with a narrow or restricted range. SHOT A single continuous pickup of the tv camera. SHRINKAGE Changes in the mass of film, either emulsion or base, resulting from the moisture-absorbing charac- ter of the material composing them; the loss of moisture which occurs rap- j idly during final processing and more slowly for the rest of the life of the film. SIGN ON The announcement made at the beginning of the broadcast or telecast day and generally including station identification, frequency and power. A similar statement is made at the end of the telecast day, the sign off. SIGNAL Any acceptable transmission and pickup of the tv picture and sound. SIGNATURE or SIG The specific title, picture, typography, theme song, mu- sic, sound, catch phrase or even tal- ent, that regularly identifies a specific tv show. SILENT SPEED Speed of 16 frames per second as opposed to 24 frames in sound film. The speed of silent film can be projected on standard machines and will operate with the standard film camera chain for television. SILL IRON or SADDLE IRON Narrow ' strip spanning the opening be- D the two legs of a practical door or fireplace flat to strengthen it and keep its measurements regular. SIMULCAST A program broadcast on radio and tv simultaneously. SINGLE SYSTEM Sound and picture recorded on the same film at the same time. SITUATION Synonymous with plot, or setting sometimes. Problems to be solved in a story or drama and the various characters' reactions. SITUATION SHOW To base a whole show or performance on the location or circumstances that exist at the time. SLAP BASS Direction to musician to play bass violin by slapping the strings. SLAPSTICK Type of tv comedy rely- ing on fast action, mugging and broad knockabout humor. May frequently embody chases. SLATE Slate with clapsticks used to numter film scenes or sync sound, it is photographed before each scene. SLIDE Usually refers to still art work, titles, photographs or film which is picked up or projected upon camera tube. Basically there are two different kinds of slides, transparent or opaque, the size of which varies according to station projection method used. Transparent Slide Also called trans- parency, meaning light is projected through slide. May be 2" x 2" on a single or double frame of 35 mm film usually mounted in cardboard or glass. Another size transparent slide is 4" x 314" with a !<>" masking applied on all four sides, and in this case all let- tering and art work should be at least !4" from the edge of the mask on all four sides. Opaque Slide Also called Balop slide or card — is solid, opaque (you can not see through it) and these are usually 3" x 4", 6" x 8" or any over-all dimen- sion in the ratio of 9 x 12. No mask- ing is required, but all lettering and art work should be at least 34" from outside edges on all four sides. Any photographs used in opaques should be dulls, not glossies. Size of letters on opaque slide 9 x 12 should be 34" or larger to be received effectively. Opaque slides, lettering, should have a back- ground of Miller gray with poster white and any good black for effective video reproduction. SLIDE WHISTLE or SLOOP WHISTLE Comedy effect used to point up humor- ous falls or jumps. Has an ascending or descending continuous note. SLOW MOTION Motion of the film In the camera faster than the standard rate, resulting in action appearing slower than when the film is projected at the normal rate. SMPTE Society of Motion Picture and Television Engineers: association which sets technical standards in film and tv fields. Source of technical information. Address: 40 W. 40th St.. New York 18. (Dictionary continues m-.vt issue) 118 SPONSOR >j4o\*ing in line f0r z '** '»/eWsloa party They buy foods, drugs, cosmetics — and they love this gala participation program. It's one full-hour of merriment and music, smartly headed by Bruce Mayer, Detroit's most likeable ladies' man and famed for his personal appearances at the Michigan State Fair, local fashion shows, and similar gatherings. In addition to straight-away advertising, think of the sampling, pre -testing, and other merchandising you can do with an enthusiastic studio audience which averages over 100 daily. // Detroit's your problem, "Ladies First" is the right answer— 2:00 to 3:00 P.M. Monday through Friday. In Detroit . . . You Sell More on Channel FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS National Representatives: THE GEORGE P. HOLLINGBERY COMPANY a » / / X ONE-MINUTE PARTICIPATION RATES 13 times tiio/w* 2A,. * I33-00 each 52f; ?] 2600 each lOO»- ••*'22-50each •OO times.. *,.». MO*... I"00""" *'« > t tnon- ej 1 -op means he theoretically gets nunc mileage out ol tin same amounl nt monej 01 the same mileage out of less mone) (assuming the retailer uses it .1- efficientl) .1- the manufacturer 1 . I lir Station Representatives Associa- tion has been campaigning foi a sin- gle I local-national 1 rate for 3ome \e.ii 3. To what extent spot nionev ha- been ■ hanneled to co-op is practically im- j,,t — i|i|«- tu determine. Hut it i- sig- nificant th.it since Januarj of last yeai the 1 1 \ 1 J li-t of radio co-op plans of- d to retailers ha- jumped from 150 tu 100. Pari 11I this increase is due to the fact that BAB's file has in- ■ reased in size but new co-op plans have also been responsible. While n\H would uol reveal in what categories radio co-op i- growing, the e\ iili-ni e points to the local franchise type nl operation. It i- known that bottlers, I ik<- 7-1 p, arc now spending mone] in co-op that formerl) came in to the station via the national spol route. I In- same situation applies to idvertising for some other national brands. While there is no apparent over-all trend in the auto industry, there is no question hut that a fair amounl ol "factory" radio mone) is -pent through the dealers to get the local rate. I. Radio rates: ll it is true that the int oi ad dollar- -pent in spol radio 1 ,1- well as othei media 1 has not b rn .1 ti in- \ ear-b) -yeai index ol ac- ii\ it\ In cause ol inflation, it i- just as true that radio rate-cutting hides the true index ol -pot radio activity. Sim e 1947, the amounl of dollars spent in spot radio has increased 50%. Hut the volume ol advertising ■ m spol radio ma) have increased from 75 to 100%, what with under-the- counter deal- and over-the-counter deal- and o\ ei -thc-counlcr package prices and increased discount rates. \nd it i- quite possible thai the 195 1 dip in spot radio business ma) not be .1 dip in the volume of advertising. \\ li i It- man) stations have lowered rates because the) were hungr) for business, other- complain the) were forced to do -<> because ol network cuts, even though the network < uts have been on the discount level. I he network cuts of this fall have put fur- ther pressure on national spot rates and. even if spot radio business picks up faster than the seasonal norm, -ta- tion revenue ma) not reflect this fact. 5. More and more stations: On the surface, the stead) increase in the number of radio stations in the face of radio'- getting a -mailer share of the advertising pie has all the ear- marks of a fantastic phenomenon. There are more than 2.7(H) stations on the air at present. In the 13-month pe- riod following 1 September 1953, 123 new radio stations were authorized compared to onl) 55 new t\ stations. During that same time. 127 radio out- lets opened for business compared with 160 t\ outlets. How come there has been no gor) trail of bankruptcies? Each new sta- tion has cut its brother's share of the spol radio pie thinner. While main nl the new stations exisl on local bus- The heart of Central West Texas •s a market a// your own when you advertise °n KRBC-TV The area's only Television Station . . . Represented nationally by JOHN E PEARSON TV Inc. ABILENE TEXAS 120 1111 --. the audience the) get often i- laken from a station which gets spol radio business. The competition keener and the price- jjet lower, thu- CUtting the dollar- that go to -pot 1 adio. I [ere - what a rep executive said about tin- seemingl) paradoxical abil- ii\ ol radio stations to survive: Attrition won't work, at least not in I he near future. In the fir-t place, ra- dio station- have always been profit able. It has not been unusual for a radio Btation operator to make an an- nual 2.i to !<•'< on hi- investment When he complains now. he mean- he i- onl) making IV < . "Now, it's true thai with the invest' ment being comparativel) -mall IV, 1- not much in terms of dollars but the radio station is usuall) a small business and the operator i- satisfied with a profit that wouldn't satisfy a newspaper owner. "-• .,i,d. radio stations find it easj to cut their overhead. The music-and- news format which is so popular with audience- also in mi -• What does a small radio station need to operate? \ couple of .^u\- to read news that come- over the teletype and spin some record-. \ station operate] with fingers in both radio and t\. complained to SPON- SOR that, aside from earl\ morning, he 1 ant find am interest in radio. Hut when he was a-ked whether he would consider selling bis radio prop- erty, be answered: "1 would not. I make more per dol- lar on m\ radio station than I do on tv station." (>. Lack 0) selling: When an ad me- dium suffers, a common reaction is: 'if the boys would only go out and reall) sell, we'd be all right." This reaction usuall) springs from within the medium and. to the extent that it is the normal thing to sa\ . can be - ounted. However, the point of view that ra- dio isn't selling hard enough to na- tional advertisers is often found among these advertisers themselves. 1 lx-x have noli cd at times a striking dis- parity between the efforts of individ- ual newspaper and magazine publish- ers to sell themselves and thai ol sta- tion operators. In re enl speeches, ad- vertisers have been more bullish on ra io - prospei t- than those within the medium. It has been suggested that station SPONSOR IKIAL BY JUKI... FOR BETTER TV Each week at 285 Madison Avenue, 70 typical viewers — different ones every week — sit down and watch television shows and commercials. By indicating what they like, and what leaves them cold, they help answer such questions as: . . . Does your commercial arouse interest quickly? . . . Does your commercial devote sufficient time to the main sales theme? . . . Does your commercial hold the viewer all the way through it? . . . Does your commercial make the viewer feel more like buying your product? 1 NOVEMBER 1954 These audience juries have been meeting since 1946. They have reviewed 532 TV shows and 1,640 com- mercials. Out of their reactions, Y & R has uncovered many facts — eliminated many fancies. Result: better television for Y & R clients. YOUNG & RUBICAM, INC. ADVERTISING • New York • Chicago • Detroit • San Francisco Los Angeles • Hollywood • Montreal • Toronto • Mexico City • London 121 operators never learned how to sell themselves properly, thai when radio u.i- growing it didn't have to sell it- self and when n i ame along it took refuge in |>i i< e competition. One of radio'- own boosters told sponsor thai the station men don't go to the right people in selling radio. He -aid: "Too main managers waste time coming to New i oik and trying I,, gel on the righl side of the time- buyer. The <>nl\ thing they accom- plish, if the) accomplish anything, is to gel business awaj from a competi- tive station. The timebuyer doesn't choose the medium, he only chooses the station. If the stations spent more lime on reaching the district managers of national advertisers they might get somewhere. "The stations are putting more ef- fort on local selling and sales promo- tion hut not on national spot. But lo- cal and national business are related. If P&G buys, so will the retailer. "The stations have got to learn who say 'yes' on media. It is not the agen- < \ media departments. Not now, any- way." ot the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! They multiply, add, subtract and divide; THEY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized pro- gramming guarantees your message attention-getting IMPACT! * SACRAMENTO S*n Jot* S'od'Ol S«n Fr«ncitcO Studios P O Boi °67 Hotel Unktf^"" S.n Jot*. Gal.f Sen Fr.oovco Calif. R«tv»i»nt«d by Jofcn t fttnon Co 7. \<-ic buying patterns: Radio, it widel) agreed, is suffering overly by the attention paid to t\. The excite- ment, growth and glamor of video has casl a psychological Bhadow over the am medium, affecting not only the ies that are up to their neck in tin- -ight-and-sound medium hut the retailer whose opinions on ad media air often crucial. Hut if t\ i- growing, radio is chang- ing. I liis fact is appreciated in a small bul ever-widening circle of advertisers who have reacted by changing their lai\ ing patterns. I he way the reps explain it, this emerging buying pattern is one of treating radio primarily as a low-cost circulation medium. The key words in the new buying strategy are "fre- quency," "saturation" and "periodic." In other words, radio is being used more flexibly. The 52-week campaign is gradually becoming a thing of the past. Even thinking in terms of 13- week cycles is considered old-fash- ioned. The new buying strategy is to come in with short bursts, reach as many people as possible and then pull out. In some respects, spot radio has come to resemble national advertising in newspapers. The initial result of these shorter campaigns has been a reduction in the volume of spot radio advertising by individual sponsors. But in order to adapt radio to changing buying meth- ods and attract new business the sta- tions have been revising their rate cards. Many now offer weekly dollar volume or frequency discounts in place of or in addition to the annual dis- counts. They very often tie-in night- time announcements slots. There has been a spate of package plans selling run-of-schedule announcements at a special price, with the run-of-schedule referring to either daytime or night- lime or a definite one.- two- or three- hour period. Many reps feel that the long-term result of tliis new buying will re- dound to -pot radio's benefit. As the concept percolates through to all levels of bin eis. thej s;i\. spot radio will take form as a distinctive medium with something to offer national advertis- ers than DO other medium can offer. If tlii- vision of the future crystal- lizes, spol radio ma\ not onlj hold its own hut carve itself a more impor- tant ni. lie than it now rests in. * * * FILM COMMERCIALS {Continued jrurn page 36) or more. For a small advertiser this ma) Bound like a lot of money. But there are these things to remember: • The commercial costs the same re- gardless of whether you plan to use it in a big market or a small one, on o\er a hundred stations or on only one. I nlike the cost of the show it- self, the size of the market or the num- ber of stations used doesn't affect the cost of commercials. This is because commercials are filmed either at cost or at cost plus five to lO'/c. This being the case, most syndicators don't care how big or small the station lineup is. • You can use the commercial as often as you want to. While some big advertisers may have the star make a fresh commercial for each show, most sponsors make from three to a dozen or so commercials, then rotate them over a period of 26 to 52 weeks. If you still think a commercial costs too much money, consider having the star make your own opening or closing. Most of the syndicators charge between S200 and $300 for a 30-second open- ing, and you can use the same open- ing for every program. Thus a S250 opening spread over a full year would cost only about $4.80 for each weekly program. Paul Giles of Screen Actors Cuild says that usually there isn't any extra SAG fee to pay the stars when they make commercials. "It's covered in our 'Special Adden- dum to Film Commercials Contract'," he said. "If a player receives $500 or more per episode, or if a player re- ceives $250 per episode plus a partici- pation in the profits which accrue from sale of the episode, then he may agree to make commercials for use within the film series. Note that I said he may agree," Giles said. "He may also charge extra for making commercials." If \ ou decide to use the star to make a one-minute commercial, keep these hints in mind when planning your campaign : 1. Build the star's commercials around vour basic theme — one that you're sure you'll still be using a year or more from now. Then if your cam- paign changes somewhat dining the year, the commercial will still be usable. 2. Select a subject for your com- mercial that will be timeh in any sea- son of the year and that vou want to 122 SPONSOR HUNTING? This is WAVE-TV's coverage area, based on engineering studies and mail response. KENTUCKY If you're hunting the TV station that gives you the biggest TV audience in Kentucky and Southern Indiana — ASK YOUR REGIONAL DISTRIBUTORS! Draw a bead on the Louisville market— but check your aim before you shoot. Pick up your phone and call your distributors in Louisville— —and Evansville (101 air miles) —and Lexington (78 air miles) Ask each, "What Louisville TV station do your neighbors prefer?" Call them now. It'll cost you a few bucks to get "zeroed in" but may save you many when you fire! WAVE-TV CHANNEL ^ LOUISVILLE FIRST IN KENTUCKY Affiliated with NBC, ABC, DUMONT NBC SPOT SALES, Exclusive National Representatives 1 NOVEMBER 1954 123 lui home through repetition. ^ ou II probabl) want to use the commen ial a numbei oi times; its i ontenl has t" be important enough t" warrant re* peating. I iiul out when tin- film sei iea i- eoins into pi odu< tion ' most lilm ,ii, .ii,. i - u ill keep j "ii ad\ ised ol their production schedules). II you have the B) ndicator make youi i ommerciala while the show itself is being filmed, j ou'll save monej . In fact, some B) n- dicators won't even make commer ials unless the show is being filmed at the time; otherwise, the) >;i\. the cost is prohibitive. 4. If at all possible, order three or more commercials at the Bame time. In addition to the usual sa\ ing w ith quan- tit\ orders, you'll also be able to ro- tate the commercials and pet more use out of each of them. One advertiser found the star's commercials paid of! so well, after running three of them a few months, that he ordered a dozen more. 5. You or your agency must pre- pare the stor\ board and write the copy for the syndicator. As a general rule as soon as a show is sold to an adver- tisei the agenc) Bteps into the picture ami work- directl) with tin- syndicator. (i. I nlc-- tin' product has national distribution, be careful about how the -t ii ,'i-i usses the product. ^ our view- ers aren't going to accept a -tar's en- dorsement <>f your product il the) know that In- seldom has occasion to use it. Most commen ials made lor re- gional or lo: al accounts have the stai sa) something like. "'When I'm in \our town. I look forward to sipping XYZ root beer. . . ." Generall) it isn't necessar) lor the sponsor or agenc\ to come to the -!u- dios where the commercials are filmed. Since the filming customaril) is done in Hollywood or New York, -mail ad- vertisers probably would not be able to afford the trip an) wa\ . Most commercials are filmed against a background of sets used in the pro- gram itself or in a standard "study" t\pe of set. Commercials using Ziv's Cisco Kill i with Duncan Renaldo I gen- erally arc filmed against an outdoors desert set in keeping with the show's location, for example. Using a set al- ready available obviously is far less costly than building \our own. In addition, identification of the product with the star is greater if a familiar setting is used. Some sponsors will want to film stars in the sponsor's factory or city. While this can be done, it's usually too ex- pensive for all but the largest adver- tisers. The newest thing in customized com- mercials l and also one of the least ex- pensive) was unveiled recentlv by- Guild Films and Songs Ads, Holly- wood. 1 hese two firms worked out a series of commercial lead-ins for Guild's Liberace show that use puppets. Instead of being filmed for individual sponsors, however, the films are de- signed for five different t\pes of busi- nes-es: hanks, cookie-cracker corn- panic-, jeweln stores, furniture stores and a "general" type suitable For al- most an) lit m. I hese films. 30 - onds in length, are designed to intro- duce the local announcer who ui\e> the actual commen Ial. Liberace himself i- not made into a puppet !•<•, ause Sande felt to do so mighl destro) the mood that had been buill up. Instead, to indicate endorse- n enl ol the Liberace Eamil) foi a produi t. Libera* e's brother, George, and his sister-in-law, Jayne, are used. I his i- a natural < ombination since Jayne can be used in musical commer- cial-: she's a vocalist. ""We decided [o use puppets because there had to be some kind of transi- tion from the high-key mood of the -how to the local station's commercial I he puppets, filmed under exactly the same lighting conditions and backed b) nine members of the regular 12- member Liberace orchestra, provide thi- smooth transition." B) sponsor's presstime prices of the puppet commercial lead-in- had not keen set, but was expected to be only about 20'; as expensive as a regular customized lead-in. The whole problem of using "talent" to sell products was discussed in SPON- SOR early this summer ("Should talent sell?", 28 June 1954, page 36). Recently sponsor asked Horace Schwerin, president of Schwerin Re- sei i h Corp.. if his firm had findings on the effectiveness of the star in de- livering commercial-. "Having tested a large number of such commercials," Schwerin said. "w< have no generalization to offer along the lines that 'star commercials ar, better than the 'non-star' type or vice- versa. "T nder proper condition-, the star can contribute substantial!) to the ef- fectiveness of the commercial: how ever, his mere presence holding the ad vertised package does not in-ure sue cess. It all depends on how he is used. In one commercial for soap, for e\ ample, the star was on scene while a demonstration was going on, but took no part. In a second \ersion. the stai assisted in the demonstration. Audi ence remembrance of the ke\ idea was (>(>'( higher in the latter case than in the former." Schwerin said that appropriateness ol the star to the type of product is also. *'ol course, an important con- sideration. *"In the : ase of a stud) foi a baking product, we found that com- mercials featuring a debonair malt program in.c gained onl) about half the remembrance achieved h\ ones built around a housewife type," he said. "Of course the values that some per- sonalities can contribute unexpected!) are sometimes beyond prediction. I Ol instance, in one I oni commen ial a hu morous remark b) \rthur Godfrey- 'one buck plus 2d cents to the govern- ment raised correct remembrance ol the product's price to twice what had 124 SPONSOR Something missing from your film processing picture? At Precision we've learned over the years that selective printing for every scene plays a vital role in a perfect print — and that only expert human judgment can be depended on to select that timing value. Leaders in tJi&jUm industry— directors, producers, cameramen— have learned that Precision alone offers such fully rounded experience and skill in film processing. In everything there is one best... in film processing, it's Precision. Mm JNh fli P D f P r \n C U i F 2 1 L M WEST A division of J. A. Maurer, Inc. I NOVEMBER 1954 125 * g«t a sp doctor really When cares — he calls SPECIALIST. When an agency really cares — they call in a SPECIALIST. Wc arc SPECIALISTS on TV and radio musi- cal commercials. 4crtisers." HAROLD E. FELLOWS President y IRTB, Washington, D. C. used Jon Hall, the show's star, in cus- tomized commercials. "It's a New York sponsor," Siller- man told SPONSOR, "Good "n" Plenty ( andy. We figured the sponsor had been getting prettj good results. Then one day I was having a snack at the Savoy Plaza Hotel. I stopped by the lobby to get a package of cigarettes and there, stacked up on the counter, was a big pile of Good 'n' Plenty Candy. "Well, the Savoy Plaza is a pretty high-brow hostelry and I wondered what it was doing with all this candy on the counter. So I asked the girl. You know what she told me? 'We have to carry that John Hall candy,' she said. 'We get so many requests for it . . .' " Art Gross, client service director for Guild Films, said he saw no harm in using commercials made by stars more than once. "Some people think you have to have a new commercial for every show." he said. '"However, if repetition works so well tor I.D. and station-break commercials, I don't know why it wouldn't be just as effective for com- mercials during programs.' • • • SPONSOR BACKSTAGE {Continued from page 24) standpoint of both the advertisers and the stations, though neither group seems to be aware of it at this time. A station can't have a healthy revenue picture without a well-balanced income picture from the standpoint of source. The station should never have so much local business that they freeze out na- tional spot and regional advertisers because a local recession or depres- sion could hurt them badly. Con- verselv. vice versa! "For reasons best known to you. I can*t make a public issue of this so please don't identify me with the above sentiments, but certainly you must be able to find some champion for this cause — because it's the cause of all ad- vertisers in the United States — local, regional and national — who aren t among the elect now owning time pe- riods on the three major television net- works." I reallj bate to pull an anonymous missile out of the hat. but believe me the gent who wrote that letter has been in broadcasting and telecasting for some time, is a man of integrity and knows whereof he speaks. ^s he suggests: Any champions in the house? If there are please step forward and be counted! • • • 126 SPONSOR PC COlinh. I v ft* ftN T/MFS MEMBER 1954 127 SPONSOR ASKS i < ontinued from page ''1 ' "sell" <>n ihe prodw t. « hereas the more frequent sponsorship, with its constant-remindei value, lia- a long- ii-i in effi • i. SIMILAR AIMS IMPORTANT By James Burton \ ice President, Radio mul 7r Hutchim idvertising, 'Svn- )ork Regarding Phil- co'a sponsorship of the Tv Play- house i Sunday nights on NBC 9 ^^\^j l\ i. I don'l be- ^L B^ liev we have ^k J countered a n \ ^L | disadvantages in this alternate- week arrangement with the possible exception of losing a little frequency. \iul the money we have saved by go- ing e\er\ -other-week three years ago, we have used to reach new and differ- ent viewers (via the Breakfast Club simulcast on ABC, and special-events WHBF ROCK ISLAND, ILL. CBS FOR THE QUAD-CITIES is favored by location in a 4-city metropol- itan area, surrounded by 10 of the most pro- ductive rural counties in the nation. In both radio and tv WHBF is the Quad- Cities favorite. Lcs |ohnson, V P. and Gen. Mgr. whbf ;: TIICO BUILDING, ROCK ISLAND, ILIIMOIS Itpmtttld kr Aviry (iWil. In. broadcasts Buch as the Miss America .mi and the ( iotton How I game ' . \n important feature in Phi] dual sponsorship with Goodyear of this program i- that it has resulted in a \ci\ happy and advantageous relation- ship for the two corporations. Though non-competitive, there are certain sim- ilai ities oj organization and aims that have brought the two close together in connection with the t\ advertising. Both Goodyear and Philco, for in- Btance, desire a continuity of program- ing. Merchandising and market-wise, the) are both corporations which de- pend on dealers for distribution; Goodyear's important markets have been Philco's important markets: both do local dealer and tie-in advertising. Also, the\ both Bell large items, so that there is a certain homogeneity of prod- uct. If the otbei -ponsor sold cigarettes or lipstick or cheese, it might result in some discord with Philco's every- other-week presentation of tv sets, re- frigerator- and air conditioners. However, we do not at present prac- tice the policy of cross-plugging — the arrangement wherein each sponsor has a commercial in the other's show. At the end of the Goodyear program, there is a closing billboard saving, "Next week. Philco Television Play- house presents. . . ." At this particular time, we at the agency all feel that it is wisest for each sponsor to use all six minutes of his commercial time in each show to sell his own products. We don't want to marry the products of the two corporations in the minds of the public. Mso. we feel there is a certain pie-tige value in not having two sponsors on one show. There are, we know, mam things which can be said in favor of cross- plugging. In fact, we have a market research stud) now in progress which could conceivably change our policies on tin- in the future. To sum up, we feel that Philco has been \ei\ fortunate in it* alternate- week sponsorship; it- happy marriage with Goodyear has made the sponsor- ship i from which both organiza- tions have derived extra benefits. « • • SPONSOR invites readers to submit questions foi discussion in this fea- ture. Questions should be of cm rent interest i<> ait advertisers and their Iddress 40 I ast 19 St., Vew ) ork 17. * • • 49TH b MADISON [Continued from page 15 I thumping accompanying a recitation of intramural competitive accomplish- ment-. Your article referred to a possible '" \l' approach" for network radio, to which one of the "top figures of the radio network field" analyzed the -it- uation with some pretty irrelevant fig- ures, used "for the sake of simplicity," su< b as a reference to a 50-50 division of net receipts with the alliliates! On tbi- basis the so-called \1' approach is patently unfeasible. Your art' le also referred briefly to cooperative prac- li< es of Mutual, and it- enlarged Multi- Message I'lan which met rejection at the hands of some of their affiliate- je- Bulting in abandonment of the pro- posal. It i- of this phase of a new concept in network operation that I should like to speak, since I have the dubious distinction of having first suggested the basis of such a plan, at a meeting of the Mutual Affiliates Advisory Com- mittee at \ irginia Beach two yi ago, when I was a member of the M \\C. I was joined in my suggestion by several other members of the commit- tee (some of whom later rejected it after it wa- made a network proposal known as the "Cape Cod Plan.'" as an outgrowth of discusr-ions at the MAAC meeting at Cape Cod a \ear ago). The plan met its demise, in my opinion, largely as a result of misun- derstanding rather than any actual re- sistance to the principle involved. \- members of the committee we polled our group to determine the an- swer to this all-important question: // h\ are we affiliated with a network? There was complete unanimity on this point: certainly not because of rev- enue. Ihe highest monthly payment, represented by one of the metropolitan station members of the committee, was about $1,500 per month. The lowest fee was less than a hundred dollars monthly ! In ail cases the revenue de- rived from network sources was an in- significant percentage of their gi -- business. It wa- generally agreed that the real value of network affiliation re-ted up- on the availability of national pro- grams including the coverage of im- portant national event- to flavor our 128 SPONSOR ::v:':':*y ■•'•.'-:•:-:•:•:-•••.•.•.•.•:•;•■■ one for moj 4#*^K m of the "best in %^^ uwi^ ^ STAR T u. s. STEEL HOUR entertainment t::[ ^ll^ / 1**^ >v* produced THE THEATRE GUILD originating live" from New York ABC-TV on T inding up our first °>g year of award-win- ning TV theatre. .. already set for the second. Watch for more top -stories like "P. O.W." ;:v:vv:;::;;::;:;.v::;;;;: 129 program schedules. This value nor- mal!1) wa« -tilln irnl tu offset the main obvious disadvantages such as option time, l<>\\ revenue, etc. I nfortunately, the trend in network radio, brought on by competitive practices, was recog- nized as a stead] deterioration oi these program advantages. Foi example, a phonograph record is still a phono- graph record, whether played in New ^oik oi at home. \lso, the fact that dramatic shows can be produced cheapl) is becoming as well known to our listeners as it is to the network comptroller! \t one time il was axiomatic that network radio made perhaps the great- esl i onti ilmtion to the achievement of greatness in the field. Hie \er\ term "net w oik" was used to describe the ul- timate in qualit] and character of pro- grams. Regrettably, this has long since ceased to be true. \\ h\ are independent music and news stations doim; so well today? Is it because a new superb method of in- dependent programing has evolved? I think not. although admittedly some independent stations have developed some remarkably good programs with local appeal. Primarily, however, the Radio Station W J P S is THE sports sta- tion in the Evansville, Indiana market. If you want to reach MEN, check our avail- abilities around our live play-by-play sports . . . the year around. • LOCAL HIGH SCHOOL FOOTBALL • EVANSVILLE COLLEGE FOOTBALL • BIG TEN FOOTBALL it LOCAL HIGH SCHOOL BASKETBALL • EVANSVILLE COLLEGE BASKETBALL it INDIANA UNIVERSITY BASKETBALL • INDIANA HIGH SCHOOL TOURNAMENT • NCAA BASKETBALL TOURNAMENT it EVANSVILLE BRAVES BASEBALL • 500 MILE INDIANAPOLIS SPEEDWAY RACE • OTHER SPORTING EVENTS AS THEY OCCUR Sports mean LISTENERS. Listeners mean RESULTS. Let us prove our worth to you. Rebert J. Mclnlo«h, General Monagtr ■ tmsiNTio IT The Geenje t. Helllngbery Company "A RADIO IN EVERY ROOM" Evansville, Indiana independent station is a standout be- cause network programing has deteri- oiated to an inferior level. Facing these facts with realism, it was the majorirj opinion among the members of tin M \ \<; that the answer to the dilemma rested in finding some means of bolstering network program- ing, which meant also the necessity of finding added economic support for the network. \\ e learned from network officials that while station payments may be of inconsequential interest to the allih- ates, they are of paramount impor- tance to the network. The largest sin- gle item of network expense is by far represented in their payment to sta- tions. Here, then, was the logical source of the needed revenue. By waiving station payments the affiliates could provide the network with the wherewithal to not only provide a hitherto impossibly large program budget, but also an extra margin of money for a "war chest" to wage its competitive battle via promotion, new personnel, etc. In return, the network could do two very important things for the affiliate. It could give him an opportunity for increased local rev- enue through (1) high quality co-op shows at no added cost for talent and ( 2 I a reduction in the number of op- tion hours. When specific figures were deter- mined it was found that some of the nation's finest programs could be ob- tained and made available for local sale and that network option hours could be reduced from nine to five hours dailv. Was this an AP approach? Definitely not! The basic concept of the sale of network time to national advertisers remained intact. Need for cut rates? No! A realistic price struc- ture could be made and held by the network due to its improved economic position, but with the added advantage of full flexibility in controlling cost-. \\ ould this be an invasion of the program syndicate field? Indeed not! I his is still a wire network providing simultaneous feeds of programs wheth- ei used for national, regional or local advertisers, as well as outstanding pub- lic interest and sustaining features. . . . Here then was a plan of obvious benefit to ever) Btation on the network. I It could mean removal of the "honu-"" stigma, too!) I \ identlj our committee and the network were both remiss in our meth- od» of selling the idea to affiliates. An unfortunate series of events including a strike at the network's flagship sta- tion forced postponement or cancella- tion of a projected series of regional meetings. Some ill-advised broadcast- ers and also some irresponsible ele- ments of the tradepress began a bitter campaign against the plan. The late Mr. Hunt devoted his giveaway trade- paper almost exclusively to a tirade against Mutual and the new plan, due, no doubt, to personal antagonism. By the time the plan was put on paper and presented to affiliates in writing as a proposed contract amendment there was so much widespread misun- derstanding and so many uncertainties that a number of holdouts developed — sufficient to discourage the network into withdrawing the plan. . . . That is all past history which spon- sor has accurately reported in the past I bring it up now, only because I be- lieve, and I know a substantial num- ber of other network station owners believe, that the salvation of network radio lies somewhere in the general direction of such a plan. Radio, it's true, is bigger and better than ever today. It has conclusively proved itself to be the nations greatest low cost mass advertising medium. It has always been, and it always will be incomparable in these respects. It has proved itself even under the difficult conditions attendant to the entrance of another potential giant into the visual advertising field, tv, which must com- pete for the advertisers dollar and the listener's attention. But with all its progress at the local and regional levels, radio still needs to serve via the network technique. Our national defense demands the reten- tion of network operation as a means of reaching the people quickly in the event of emergency. The people -till want and expect network service. . . Perhaps there are more networks than are economically justified today, but I seriouslv doubt whether the de- mise of one or two networks would Bolve the dilemma. Neither will rate cutting, followed l>v cheap program- ing practices, solve anything. Perhaps the greatest -iimle need will be met with an ingredient that was on< plentiful, imagination. Where are the creative mind- that once gave such a sparkling array of talent to the pro- duction of good radio programs? •:: 130 SPONSOR A BRAND NEW Christmas Gift Idea Designed to Bring Yonr Company BRAND NEW BUSINESS Why settle for an ordinary gift when it takes just a few moments to give clients, prospects and business associates one that reflects your thought- fulness at Christmas . . . keeps them reminded of you throughout 1955. . . and shows them how to make their air advertising more profitable. - You actually give hree gifts in one — all for as little as $5=00 1 You give a full year, 26- issue subscription to SPONSOB. Starting at the Holiday Season and continuing throughout the new year, SPONSOK helps your recipients save time, work, trouble . . . shows them how to cash in on broadcast ad- vertising's great pulling power . . . gives them ideas they can get from no other source. 2 You give clients and prospects the "Air ad- vertising Library ' '. At the Holiday Season, SPONSOR will send each person on your list 8 important radio or TV publications and book- lets they '11 use, refer to and thank you for over and over again. (When completing the form below, please specify whether you wish us to send the Radio or TV edition of the "Air Advertising Library". 3 You give a handsomely designed gift card at Christmas time. Act M (PciiilJ i ■» offer limited to just one station or agency in each area! 01 UNoUK 40 EAST 49TH STREET New York 17, N. Y. Special Holiday Rates ^P^s One 1 Year Subscription $8 (your own or first gift) :[£§& Each additional 1 year gift $5 Donor's Name Company Address . City Zone State □ Include my own subscription □ Send bill later □ I enclose $ for subscriptions Gift cards to read from d gift Company _$P Send gift to _____ $*$; Address. _ m ^eCity .... Zone State Company. Address Include D Radio _ TV Edition of "Air Advertising Library". City Zone—. State ' '-•'. (Please type remainder of your business gift list on a separate sheet and attach). Surelj the) haven't nil gone ovei to i\ ! \rnl what about 1 1 • < - network ex- a utive w li>< dared to n\ new patterns? I- ln\ e l"i ili>' Btatus c 1 1 1 1 • more impor- tanl than economic bui \ i\ al / I bese, too, are questions which sponsob mi-lit well put to the "top network mind-'" of tin- industi I hanks lor an interesting and in- formative article. I Bincerel) hope there will be more to Follow on tlii- vital Bubject. Ill \ How i i i President KFXJ & hi \IU (,niri(l Junction, Colo. FILM BASICS I want (<> tliank you verj much for sending me the reprints of the 1954 I ilm Basics. I'm sure the) will he very useful to mil salesmen. Don L. Kearney / ice President ABC Film Syndication New York • Reprints of the 195-i Film Bumc* met ion ar<- 25c eachj quantity prices on request. WANT TO SELL CANADA? One radio station covers 40% off Canada's retail - sales CFRB TORONTO 50,000 WATTS, I0J0 K.C. CFRB covert over 1 5 the homes in Canada, covers the market area that accounts for 40 of the retail sales. That makes CFRB your No. 1 buy in Canada's No. 1 market. REPRESENTATIVES United Stain. Adorn J. Young Jr., Incorporated Conoda : All-Canada Radio Facilities, limited ROUND-UP (Continued Irani page 95) c) management will include discus- sions of such topics as agenc) service, agent y-clienl agreements, tax and legal problems, advertising agenc) account- ing and financial management. The seminar is being held in -i\ weekly sessions; it began !'•> October. * * < \n \ 1 1 >ii 1 1 \ t\ station cameraman who covered an aerial ascent is nurs- ing three broken ribs as a result. Hill Hartigan, \\ Mil news cameraman, was assigned to film the ascent of Garrett Cashman, amateur \llnnv balloonist. Cashman had been arrested previousl) b) CAA authorities following an "un- authorized" flight over the Vlban) area. He was attempting a "con- trolled" flight lor CAA officials. Har- tigan, perched atop hi- new- jeep, lost his footing during the filming and came tumbling dow n. * » * The t\ version of Bingo is breaking all mail-pull records at KPTY. Port- land, says the station. To participate in the show. Video Game, viewers must first acquire a video card (or cards I from a store handling one of the sponsors" products. Three spon- sors— Grandma's Cookies, Philco and Arden Ice Cream — are currentlv bank- rolling the show. * « # WNHC-TV, New Haven, has an- nounced effective 31 December, it will not televise alcoholic beverage com- mercials in which the product is shown I eing consumed. According to Ed- ward C. Obrist, manager. "We believe there are reasonable grounds for criti- tead of being discour- aged b) the present dip in spot radio bil ings, the) should go all out to im- prove what the) have to -ell. 3. Radio 1 1\ tool must compete with black-and-white- media b\ getting through to advertising managers, ac- count executive- and plans board peo- ple ju-t as do newspaper and maga- zine representative s. 4. National representative-, who have been doing an increasinglv bet- ter job, can ~ t ill do more with respect to creative sales and counseling sta- tions on programing end olher mat- ters. And they must let the indu-trv know more about the beneficial jobs the) are doing. 5. Stations must decide whether they can afford to operate their busi- n< sses with greatlv reduced revenue from spot. If thev wish to pursue lo- cal business to the exclusion of nation- al, thev can allow national spot radio to go bv default. But this would lainlv be foolish. Stations will be in a far healthier position if thev can main- tain multiple sources of revenue. n Applause The "Listening Post'' [Tiere is probabl) no business with more job turnover than the broadcast- ing business. It's nol that then'- any- thing uniquel) wrong with broadcast- ing and it's not that people who work in the- indu-trv are dissatisfied. It - rathei a ■ ase ol a j oung industr) constantl) changing and growing with the inevitable growing pains thai go with such change and growth. It's also a mallei of the- industry's demand for live talenl w ith the inev itable ele- mands foi results from such talent. \\ hatevei the reason l"i unemp ment. when it strikes it leaves in it* wake a train of temporal*) bewilder- ment, tension and worry. I hose on whom the ax descends Frequentl) don't know h here in turn. I hose in the higher income brackets must continue paving the bills that go with a high standard of living while those in the lower income brackets, while thev lose less, ma) need the money more. For these reasons sponsor com- mends the selfless work of the "Listen- ing Post" of the Radio and Television Executives Society. The "Listening Posl i- a humanitarian employment -crv i members, all of whom had been through the mill of unemployment, and all of whom v\>-r< in broadcasting. The group met peri- odically for lunch, exchanged informa- tion about job leads and di-c u-sed in- dividuals who might fill them. When in December of 1952 the RTES, then le-s than a vear old. de- c ided to attack the problem of un-ta- ble employment in broadcasting, it came to the conclusion that it could do no better than take over the "Listen- ing Post"' for its employment commit- tee. In the first vear of operation 17 placements were made ranging from a S50-a-week se retan to a $50.00 vear executive. But more than this. the group offered sympathy, under- Standing, help and comfort. For the measurable and unmeasurable benefits both. SPONSOR bail- a worthv effort. 136 SPONSOR ■ ne^ orK Changing the television network so that it can carry color pictures is a big job— one that is still going on. Black and white pictures are easy to handle by comparison. But color requires three times as much informa- tion. And all of it must reach every point on the network at the correct level and without being changed. Otherwise, the actress might have purple hair instead of red. To keep the colors true, equalizers are added at many locations along the network, and more amplifiers are installed to boost the signal. Hundreds of technicians have been trained in color techniques and many more are being taught to maintain and adjust the added equipment to exact standards. Already more than 36,000 channel miles in the nationwide television network have been adapted for color transmission, as the Bell System continues to keep pace with the industry's rapidly expanding needs. BELL TELEPHONE SYSTEM PROVIDING TRANSMISSION CHANNELS FOR INTERCITY TELEVISION TODAY AND TOMORROW Hi not maybe! ! WWDC (MBS) 22.5% Station "A" 14.6% Station "B" 11.2% Sta. "C" 8.3% "D" 5.7% " 5.7% 4.5% 3.9% In Out -of -Home Audience This is a survey doI jusl an opinion. PULSE made it— Summer, 1954 — of tlic huge out-of-home radio audience in Washington, I). C. WWDC has this big extra bonus audience locked up tight. Aboul one-quarter of this entire Listening audience - te its dial to WWDC and stays there, day and night. WWDC is dominant 77', of the time. What arc your plans for selling the always-rich Washington market .' You can hardly do without WWDc. Get the whofe story about this sales-producing station from your John Blair man. - 2.8% In Washington, D.C. it's r. 2.6*7 Represented Nationally by John Blair & Company I h. /',/.. /-.. Report Summer, I 9 ■ I -_ I 15 NOVEMBER 1954 50* per copy* $8 per year SPECTACULARS: A STATUS REPORT page 29 Glamorene rug cleaner finds net radio per- sonalities resultful k\IBC: of Kansas City serves 83 counties in western Missouri and eastern Kansas. Four counties (Jackson and Clay in Missouri, Johnson and Wyandotte in Kansas) com- prise the greater Kansas City metropolitan radius area, rankcD ESff batcWafiy [iV ail sales. A bonus tV TUIBC, KFB serving the state of Kansas, puts your selling message into the higb-iricomewhemes^f- Kan- sas, sixth richest aj*J-(cjil(urai. SKitetc! j4 NBC GENERAL LIBRARY Free & Peters, inc. Exclusive National Representatives Whether you judge radio effectiveness by coverage pattern, audience rating or actual cash register results, you'll find that the Team leads the parade in every category. It pays to go first-class when you go into the great Heart of America mar- ket. Get with the KMBC-KFRM Radio Team and get real pulling power! See your Free & Peters Colonel for choice availabilities. KMBC - KFRM Radio TEAM of KANSAS CITY for the STATE of KANSAS Is! ■ in the Heart of America 11 Wt SB. j| Basic CBS Radio DON DAVIS Vice President JOHN SCHILLING Vice President and General Manager GEORGE HIGGINS Vice President and Sales Manager f what it means to advertisers >age 34 Are radio-tv salesmen aggressive enough? Ex- broadcaster says "No" page 36 B&BV.P. LOOKS AT TV IN 1992 page 38 }uppet rooster in tv commercials boosts Goebel Brewinr page 40 to ale everyfiorjj has 42 Radio's renin' in Baltimore! -and the big bargain is still WITH L28,095 radio sets sold lasl year: only 4S.:;;4 TV sets! W-I-T-H's audience is bigger now than ever! And the rates are just the same. L28,095 radio sets have been added in the Baltimore area. Now — more than ever — yon gel a lol for a little from W-I-T-H. Baltimore is a tight, compacl market. W-I-T-H covers all you need with Top Nielsen— at rates thai make it possible to get the frequency of impact thai produces sales. (iel your Forjoe man to give you the whole story about W-I-T-H and the Baltimore tna rket . -in Baltimore TOM TINSLEY, PRESIDENT REPRESENTED BY FORJOE & COMPAN Rating report is attacked Crosby strip boosts trend If ABC, DTN talks jell . . . Selling dealers spot radio Hope that up-coming ARF ratings repcrt will solve radio-tv audience measurement hassle is probably optimistic. While report is still secret, fact that rating services nave seen proposed drafts resulted in leaks to press, led to opening anti-ARF salvo fired by C. E. Hooper. Latter called for experimental research on rating methods, hinted darkly that someone working on ARF report has "financial con- nection" with rating firm being evaluated. Report due during first December week. -SR- Trend to evening web radio strips got fillip from CBS Radio's signing Bing Crosby. Groaner will start five-a-week in 9:15-9:30 slot 22 November, replaces "Mr. & Mrs. North," which returns to half-hour format. New strip gives CBS Como-Crosby-Amos 'n' Andy parlay on Mondays, Wednesdays, Fridays, plus Godfrey on Mondays, Fridays. Talent nut is $2,700 per quarter hour. Strip will not be segmented but single program buys are available. -SR- If ABC, Du Mont talks result in transfer of DTN programing to ABC, only few sponsored shows could move right over in same time slot to fill ABC blanks. Among them: "Captain Video," "Life Is Worth Living," "Chance of a Lifetime." Little more than half dozen ABC shows would face reduced competition if DTN dropped out. Among them: Winchell, John Daly News, Danny Thomas, "T-Men," "Kraft Theatre." One instance where duplication would be eliminated is in Monday night lineup — ABC, DTN now have co-op boxing shows running opposite each other. -SR- Sponsors seeking to sell dealers on spot radio advised to use closed circuit by Wallace A. Ross, sales chief, Box Office Television, Inc. Ross suggests spot commercials be put on live, says this will add dramatic punch to closed conventions. Talent costs oi hour-long dramas on network tv average $32,375 weekly There are about a dozen sponsored hour-long drama shows currently on the tv networks. They range in cost from CBS TV's "Climax," sponsored by Chrysler, which stands at $50,000 down to Du Mont's "They Stand Accused," sponsored by Consolidated Cosmetics and priced at $8,500. Most, however, are in the $30,000-to-$40,000 range; average is $32,375. NBC carries six of the shows, ABC three, CBS two, Du Mont one. Sample listing of a half-dozen of these programs with typical talent costs appears at right. A complete roster of all shows on the four tv networks along with costs, sponsor, agency, number of stations carry- ing each program, other data, appears in the Tv Comparagraph, on page 75. Goodyear Tv Playhouse $32,000 Studio One 31,000 U. S. Steel Theatre 35,000 Kraft Tv Theatre (NBC) 24,000 Lux Video Theatre 45,000 Robert Montgomery Presents . . . 38,000 SPONSOR, Volume 8, No. 23. 15 November 1954. Published biweekly by SPONSOR Publications, Inc. Executive. Editorial, Advertising, Circulation Offices, 40 E. 49th St., New York 17. Printed at 3110 Elm Ave.. Baltimore, Md. $8 a year in U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1949 at Baltimore postofflce under Act of 3 Mar. 1878 HI POH I TO SPONSORS for 15 \ov«'«• national spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Carter Prods. NY Carters Little Liver I Ted Bates NY Pills Ford Motor Co. Dear- 1955 Mercury born. Mich Ford Motor Co. Dear- 1955 Mercury born. Mich Ctneral Motors Corp. 1955 Cadillac Detroit Nestle Co. White Plains. NY Nescafe K&E, NY K&E. NY MacManus. John b Adams. Bloomficld Hills. Mich Bryan Houston NY 40 tv mkts 400 radio mkts 5 tv mkts 45 Blair radio stns Tv: 1-2 anncts a wk : 8 Nov; 26 wks Radio: 60-scc. chnbrks: 22 Nov-2 Dec 3 da to 3 wks Tv I D s stnbrks: 79 Nov. 3 wks Radio: 24 anncts a wk ; 15 Nov: 13 wks Seattle. Tacoma. Portland. SF. Rjdoi 5C anncts a wk; mid-Nov; 4 wks LA. San Bernardino. San Die- ?o. Riverside. Cal SPONSOR )ii ■■ ii ■■ ui ,. ii ii ii I, ■"Till !! \: :: 15 NOVEMBER 1954 st with SUPER POWER 316,000 WATTS from the EMPIRE STATE BUILDING if pays to be seen on channel 13 in Metropolitan New York • New Jersey wa tv TELEVISION CENTER NEWARK 1, NEW JERSEY N. Y. SALES OFFICE 575 MADISON AVENUE NEW YORK 22, N. Y. NATIONAL KEPRESENTATIVES Edward Perry & Co. ARTICLES advertisers use l'li«» spectaculars; a status report A comprehensive roundup of industry experience with the "Spectaculars" to date — why advertisers bought them, the problems they have to solve, results achieved. Based on exclusive interviews with clients, agencies, net executives Why a risual product uses network radio Glamorene rug cleaner finds confidence built by radio personalities is more resultful per dollar spent than other advertising used to date. High merchan- disability of leading salesman, Arthur Godfrey, affords added plus UCI rafirfafion: what It meuns to atlvi>rtisers The ARF in its first validated radio-tv study provides what the industry con- siders unassailable data about the number and location of U.S. radio and tv sets. It can aid advertisers by establishing factual reliability of research .'Ire radio-fr salesmen aggressive enough? An ex-broadcaster looks at selling efforts of the radio-tv industry. Fred Gregg, now an ad executive at Avco, states that since he has switched to his ad director's job almost no salesmen from air media have come to call on him BXB's she i, Mead looks ut tv in IUU1 New satirical novel by Benton & Bowles' copy chief revolves around gadget which replaces the full-wall tv sets of the future. First chapter of his book makes interesting reading for other admen Goebel's tv rooster boosts sales Regional brewer uses puppet "Brewster the Rooster" in film commercials on about a dozen tv stations in Midwest and West. Sales have been rising steadily Hon- to sell itn item everybody has United Gas builds "Old Stove" roundup campaign on radio and tv around central character to personalize product to consumers, rouse dealer enthusiasm I v Dictionary Handbook for Sponsors: Part VIII New meanings for words like "snapper," "sneak" and "spill" turn up in this issue's installment of SPONSOR'S tv lexicon 29 32 34 3H 38 40 12 ■M COM I NC The ratings muddle: IU."il Up-to-date report on where confusion still exists in use and misuse of ratings. Analysis will attempt to clarify problems of dealing with a subject few really understand but everyone talks about -*' Volume 8 Number 2 15 November 1954 >or J DEPARTMENTS TIMEBUYERS 49TH & MADISON AGENCY AD LIBS MR. SPONSOR, Harold H NEW & RENEW SPONSOR BACKSTAGE P. S. NEW TV FILM SHOWS FILM NOTES RADIO RESULTS AGENCY PROFILE, D. K. SPONSOR ASKS ROUND-UP TV COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS Horton Clifford Editor and President: Norman R. Gler Secretary-Treasurer: Eiame Couo»" G Vice President-Genl. Manager: Bernal Editorial Director: Mies David Senior Editors: Charles Sinclair, Alfrec Associate Editor: Evelyn Konrad Department Editor: Lila Lee Seaton Assistant Editors: Joan B. Marks, K tow, Al Zamelkani Contributing Editors: Bob Foreman, J Editorial Assistant: Caryl Bindler Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Robert P. M Advertising Department: Edwin D. (Western Manager), Homer Griffith west Manager), Arnold Alport (Midwp ager), John A. Kovchok (Productid ager), Kathleen Murphy. Stewart Perr Circulation Department: Evelyn Sa scription Manager). Emily Cu: Kahn, Minerva Mitchell Office Manager: Catherine Scott Readers' Service: Augusta B. Shearma Accounting Department: Eva M. si Florence Et+enberg Secretary to Publisher: Janet „ i.v SPONSOR PUBLICAT a [ttl TV. Km utl • S V. Telephone Ml \*. rhonrfS DtllM Office: 2; ■ veir. I'jm li iml foreign S 1'rlnted In I l.B.i \ • U ill OOri E 49i h - S«w York IT. N Y Ml Ibt 1»J4. SPONSOR PUBLICATIONS* i>on'TttPICK BLIND" IN SHREVEPORT! H* ^ ook at KWKHs HOOPERS! JAN. -FEB., 1954 — SHARE OF AUDIENCE There's no gamble to picking the big Shreveport radio value — it's KWKH, hands down. Latest Hoopers show how much the home folks love us — and Metropolitan Shreveport represents only about 15% of the fans in our total coverage! TIME KWKH STATION B STATION C STATION 0 STATION E MON. thru FRI. 8:00 A.M. - 12:00 Noon 38.1 19.5 6.2 16.0 19.5 MON. thru FRI. 12:00 Noon ■ 6:00 P.M. 44.3 21.2 9.2 6.1 19.4 SUN. thru SAT. EVE. 6:00 P.M. - 10:30 P.M. 54.6 11.2 8.5 24.0 ook at KWKHs SAMS AREA! KWKH delivers 22.3% more daytime homes than the four other Shreveport stations, combined'. KWKH's cost-per-thousand- homes, however, is 46.4% less than that of the second Shreveport station ! KWKH A Shreveport Times Station I TEXAS SHREVEPORT, LOUISIANA 50,000 Watts • CBS Radio The Branham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager TEXAS ! ARKANSAS Ask a Neighbor FOR REAL FACTS California Advertisers \\ ho know Los Vngeles and South- ern California radio l)»'-t buy KBIG. Regional and National adver- tisers who make their lm\ ing decisions in California know the value of K.BK, l>\ firsl hand experience and results. Here arc a lew using the Catalina Malion in 1954. Veroshavc, Vrizona Brewing Co., Barbara Vim Bread Bernstein Sauces, Brew 102, Champale, Coca-Cola, Delaware Punch, Dietonii Beverages, Folgers Coffee, Fritos, General Motors Vcceptance Corp., California Gold Label Beer, Ho- Maid Bread Mix, IK ll.ur Oil, I Mm Van v Storage, Macmillan Oil Co., Mar> Ellen lams, Mission Pale, Ni( I Silvei Batteries, North American Van linis, Northrop Aircraft, O'Keefe ft Mei ritt. Orange Julius, Pacifii relephone & I »oc Inc. m° w c5Ti I J. \) TTTTT /(|\ TR) w w Franevs iii.viiu. /. Walter Thompson, San Francisco, urges clients to realize that ft has not made radio "old-fashioned" but has i hanged the medium. "It holds ncu benefits for advertisers today," Iran says. "The differences between net- work and independent radio stations are disappear- ing, and it's harder nou to decide which is a better Inn lor a specifii campaign. Also, ue like to buy more frequency on radio to offset tv competition for audience attention. Hut today's loner rates make this possible. Clients should consider balanced coverage in both media." >lnri| ft l/dll. Duane Jones. \ew York, toys that buying time for mail order at counts is very different from regular time buying. ''It requires constant watching," she told SPONSOR, "because it's a very fast-moving business. For one thing the buyer must have the rates at his fingertips. because In $ dealing with clients who are constantly figuring the number of orders they must get from each announcement. For example, an adver- tiser with a $3 item, who's spending $700 otrr two or three weeks, would need S60 orders for the budget to 'pay out.' Ot course, that includes profit." Hose-Marie Viiaiisa. Carl .S. Brown, \ew York, says she can do a better job •/ buying for her accounts, because she's in on the preliminary /dunning sessions. "We've just matte our recommendations for 19.">.V' she told sponsor. "Before we sent them to the client, the account executive, media director, print buter and I had o series of meetings. During these we were all briefed about the client's problems, objectives, mar- keting and distribution set-up. Since I know the part that radio is supposed to play in his over-all campaign, I can buy tar more efficiently ." .lack Stack. Dancer-Fitzgerald-Sample, \ew York, is deluged with client questions about color tv. "I wish the networks and stations would start publishing some information about it." he told sponsor. "We'd like to knou what facilities thc\ half lor network, slide, film and local color transmission. Also, we'd like to know what the rates will be so that we can project future estimate-,. \c\t year mm be the first big commercial color \ear. and clients want to I. now what they'll be able to afford. Right nou. we can't give them accurate estimates.' SPONSOR orning fternoon vening fit THE PULSE OF GREENSBORO" REPORT Previous opinions now proven facts in this survey Bob Poole is established as the top radio personality in Greens- boro. "Poole's Paradise" is the favorite locally produced early morning show by a wide margin. WBIG is the station local listeners tune in most ... morning, afternoon and evening ... to hear a carefully balanced program of our own plus network shows. In popularity, WBIG is a 2 to 1 favorite when its rating is com- pared to the combined average of all Greensboro competition. We will never be satisfied with less than the No. ] spot. GREENSBORQN.C. Contact Hollingbery, our national repre- sentative . . . get the revealing facts from "The Pulse of Greensboro" report. In 28 tk Year of Broadcasting CBS AFFILIATE | 5000 WATTS 15 NOVEMBER 1954 7" ^ I1ESE ARE THE STATIC NATIONAL SI H ^ D TE REE & INC. Pioneer Station Representatives Since 1932 NEW YORK ^-4-+ W.ittisoti Ave. Plaza 1-2700 CHICAGO 230 N. Michigan Ave. Franklin 2-6373 DETROIT Penobscot Bldg. Woodward 1-4255 All WTA FT. WORTH HOLLYWOOD SAN FRANCISCO Glenn Bldg. 406 W. Seventh St. 6331 Hollywood Blva, Rws Building Main 5667 Fortune 3349 Hollywood 9-2151 Sutter 1-3798 R. YOUR R. LEVISI "V CAMPAIGN EASTERN VHF CHANNEL PRIMARY WBZ-TV Boston 4 NBC WPIX New York 11 IND WPTZ Philadelphia 3 NBC WCSC-TV Charleston, S. C. 5 CBS WIS-TV Columbia, S.C. 10 NBC WTVJ Miami 4 CBS CENTRAL WHO-TV Des Moines 13 NBC WOC-TV Davenport 6 NBC WDSM-TV Duluth — Superior 6 CBS WDAY-TV Fargo 6 NBC WBAP-TV Fort Worth — Dallas 5 ABC-NBC KMBC-TV Kansas City 9 CBS WCCO-TV Minneapolis — St Paul 4 CBS WESTERN KBOI Boise — Meridian 2 CBS KBTV Denver 9 ABC KGMB-TV Honolulu 9 CBS KRON-TV San Francisco 4 NBC '1 now the best of ABC too. Blanketing FORT WAYNE and the Tri State area of Indiana, Ohio and Michigan. IF YOU WANT TO MAKE SALES-CONCENTRATE ON A MARKET WHERE PEOPLE HAVE MONEY TO SPEND per household FORT WAYNE, INDIANA *6,4Z7 HIGHER THAN... NEW YORK PHILADELPHIA SAN FRANCISCO PITTSBURGH BALTIMORE WIN-T COVERAGE Total population 575.085 Totol households- 179,01 8 Total income- $919,317,000 00 Total retail sales-$660,826.000.00 "Coniumtr Spinc/ab/e /ncome per Houiehold. Scourer:— Consum, 1954 Nationally represented by H-R TELEVISION, INC. TRI-STATE TELEVISION, INC. WATERLOO, INDIANA OfffM* LINCOLN TOWER FORT WAYNE 2, INDIANA iU t U Hi rs i" ii" editor. Address 10 E. 19 St., A', w York 17. TV NEWS SHOWS li i- with a great deal of interest that I icad your magazine. I am always particularlv interested in what Boh Foreman ha- to -av. nol (hat I always agree w iih him. In the Octohei 1 i--ue page L5], Foreman takes to task tele- vision news because it is "colorless, dull, cliche-filled, and because mosl newscasters walk a tightrope. As I understand it. Mr. Foreman is vice pre-ident of HHDO. one of the largest agencies in the country with some eight to 10 million dollar- in billing annuallv. If this he true. mav I call to Mi. Foreman's attention the fact that there have been available, and as I under- stand it still are available, such earthy, conservative and dynamite-laden news- casters as Paul Harvey and Fulton Lewis Jr. Both of these newscasters as of this writing are onl) available on i cooperative basis hecause of the lack of a national sponsor. Neither of them il this writing, a> I understand it. is on television because of the lack of a - I >< >| 1 ~< ) 1 . Here is an opportunity for Mr. Fore- man and his good clients to prove that they like a colorful newscaster. While we ma) not agree with Mr. Harvej - or Mi. Lewis' opinion-, we have to agree that the) are colorful. New Yorkers have an overworked tendenc) to criticize what i- or isn"t good for the rest of thecountry. The) also have a tendenc) to trv to carr) water on both shoulders. In this case, self-analysis hv Mr. lineman should be his piimarv function. Is he speak- ing of what lie personall) likes, or is he speaking ui entr) with a .")2-i inn- aon-cancellable 1 hour-per week contract (ma) In- either radio or tv). First Prize: Cop5 ..I \\ MT-TV booklet, "987 Miles West of Madison \\.-." S«toihI I'rizr: Autographed <<>|>\ of the I!!').'! Fall Facts issue of Sponsoi Third I'rizr: Station log for October 20, L947 ' entire 24 hour-' Fourth Prize: Wai Wlmiral Booby Prize: Jeff Abel Prizes for everybody: You gel tin- car (or eye) oi Eastern Iowa (plug) USE THIS HANDY FORM w % WMT and or WMT-TV (CBS for Eastern Iowa; national reps, the Kati Agency) Mail address: Cedar Rapids, Iowa I guess: 52-time non-cancellable 1 hour-per week contract herewith it'll be a cold day in July when you get a contract out of me Send me a copy of the first prize anyway. Unsolicited Comments: □ Why didn't I think of that? ] You've set radio back 9 years (no wishful thinking, now) ] You've set advertising back 109 years □ What's a kernel? What's corn? (You in the radio-tv game?) ~J Give my regards to Myrtle □ Kernels to come 12 SPONSOR . calculated, but rather to the develop- ment of the ability to understand the true implications of a map of field strength contours and the proper anal- ysis of a population coverage chart. Naturally, he should he certain thai he is in possession of lactual data as filed with the FCC, and not the dream of an over/ealous sales department. In a showdown, the FCC files are open to him for inspection. And finalK. when he has digested all the data on the subject, your con- scientious bu\er of time will go to the areas containing those residents whom he wishes to reach and he will apply the supreme test. He will listen! For just as the aeronautical engineer can prove to you that a bumble bee cannot fly I in theory, that is I . so, too, the radio engineer can show that a signal cannot possibly reach you al- though you can hardly hear him for the ear-splitting din that non-existent signal is making in your ears. Con- versely, that signal which the radio engineer assures you "will blast you out of your seat" may turn out to be completely absent, obscured by static or it may turn out to be one of many stations mutually tearing each other's signal to pieces as they reach at one, several or all dial settings. So far as the frequency of a station is concerned, there is only one thing that you can state positively. All other factors being the same, the lower fre- quencies have a stronger ground wave than do the higher frequencies. But are the other factors ever the same? So too with power. If you raise the power of a given station and leave all else unchanged, you will increase its coverage by virtue of increased signal strength. But to attempt to rate the (overage of two stations by a fre- quency or power comparison is to sin- gle out but two of a multitude of fac- tors. Why not expend all this energy in the proper direction, a comparison of the actual coverage? Naturally, as do all who start with the words "Dear Editor." I have spent all my time telling you about those things to which I object. In closing, I would like to state that I did find your article interesting, informative and quite stimulating and I trust you will accept this criticism in the spirit that I meant it. I do not question what you said, but I do wish to point out that it could appear to imply something other than the true state of alfairs. Frederic D. Schottland Consulting Engineer Verona, N. J. SPOT RADIO NEEDS I enjoyed reading your article, "5 big needs in spot radio" [4 October 1954, page 29]. With reference to the second point ( the need for timebuyer training by agencies or colleges I . if the statement, "a 5 kw. on 550 kilo- cycles can do just as well with its sig- nal as a 50 kw. on 1530 kilocycles" is one of the basic facts of the trade, then somebody should suggest to that executive of an important rep firm that he be sure and attend any such school for timebuyers. One of the problems with the buy- ing and selling of radio time is that there are not two radio stations alike, regardless of what frequency or power they have. Another problem is that some of our leading executives give out with half truths because they do not have full knowledge of the partic- ular subject. While it is true that in many cases daytime signals of low-frequency, low- power stations are equivalent to the daytime signal of high-frequency, high- powered stations, it is also true that the nighttime signals in many cases are completely different. Since our executive from an impor- tant rep firm mentioned 1530 kw., he might be interested in knowing that WCKY's 50,000 watts on 1530 covers 1.193,920 weekly Nielsen families at night. It just so happens that in Cin- cinnati there is a 5 kw. station on 550. I wonder if the executive told the \oung timebuyer that because of other stations on this same frequency, this particular station could only broadcast with 1,000 watts at night. Its night- time coverage is comparatively so small as to be negligible to the high- frequeiH\ station. I am all for education in spot radio, but I think it should include sellers as well as buyers. Frankly, in this way they would get to knowT what each other's job is, and would have a bet- ter understanding of one another s problems. Thomas A. Welstead Eastern Sales Manager WCKY, Cincinnati In the Dakota KXJB-TV CARRIES All THE BIG ONES Beat the Clock Bishop Sheen Doug Edwards Edward E. Murrow Eord Theatre Four Star Playhouse Godfrey and His Friends Halls of Ivy Iiiili Shriner I Love Lucy Jack Benny Playhouse of Stars Private Secretary Rocky King Studio One Topper & Line-up ... and as of October 18th, ten top daily network strips for P&G, General .Mills, General Foods, ADA, American Home Products and Soilax. LIVE l\TERCO\i\ECTED KXJB-TV CBS Primary — DUMONT VALLEY CITY FARGO 15 NOVEMBER 1954 13- L%« tf /^ Wenatchee — a 286 million dollar market isolated by the great stone curtain of seven to nine thousand foot mountains — natural physical barriers to other station penetration. SALES MANAGEMENT, Nov. 10th issue, will show you that of all the cities with over 20 million retail sales, Wenatchee is definitely a strong PLUS MARKET. KPQ s Wenatchee market is isolated, BUT CAPTIVE. Per capita income, 16% above national average Sales performance, 160% hiqher than national average in proportion to population IN OUR 25TH YEAR 5000 Mi: 560 K.C. WENATCHEE WASHINGTON REGIONAL REPRESENTATIVES Moore and Lund. Seattle, Wash. NATIONAL REPRESENTATIVES Forjoo and Co. Incorporated 14 l>\ Bob Foreman For one who fancies himself an authority in the field chainbreaks, it may be foolhardy <>1 me to venture over into the realm oi pure mathematics. But, fortunately, I have -it- ting to my right, a chap who not only understands ratings but can explain them in wind- of one syllable. \\ itli ratings so much in our mind- these . To the average duffer. Mich a- myself, however, who i> able to read onl) the dark type and must have a well informed associate to fathom the code, it i- a revelation, indeed. Maybe it will be to you, too. For example, did you realize that the one-and-a-half-hour extravaganzas which took such a shellacking from competi- tion in the 10-city Trendex reports will in all probability equal or better their competition when the national Nielsens are published? Well, sir, that*- the wa\ thing- are. The reason for this brand of lllogic i- the fact that Tien-' dice- (I'm an old Latin scholar) give an average-minute rat- ing indicating how many folk- are attendant during an average minute ot the -how. On the other hand, national Nielsens while the) reveal averages, loo. these figures are relegated to -mall lighl print and it i- the big bold number- f which report the accumulated audience known a- the Nielsen Rating. It i-. of course, easier to accumulate an audience in a i -how the longer it"- on the air. But, a-k- Mr. Sponsor who ha- the first half hour I in a 90-minute >how I or the first 20 minute- I in an hour -how I. "M\ commercial wasn't exposed i Pi case turn to />«£<' 59 I SPONSOR and The GREAT HOOSIER HEARTLAND SET COUNT -567,982 (RTMA — Sept. 1, 1954) • Grade A Coverage Indianapolis • Terre Haute Grade B Pop. • 1,922,150 (SRDS — Consumer Markets) For INDIANAPOLIS • TERRE HAUTE • BLOOMINGTON and all the Hoosier Heartland WTTV Channel mq^ Owned and Operated by Sarkes Tarzian Represented Nationally by MEEKER TV, Inc. New York ■ Chicago ■ Los Angeles ■ San Francisco 15 NOVEMBER 1954 15 Mtogg* gQtarfUHk Typo TT-50AH RCA 50-hw VHF transmitters or* in production! RAD I ORP ME 40 ***** II at KWTV Channel 9 Oklahoma City S@@js «• c BBBB BBBB Saturation Coverage with RCA's 50KWVHF and High-Gain Antenna KWTV is another high-power VHF station "on-air"— and delivering satu- ration coverage! And like most high- power VHF stations, KWTV does it with an RCA "Fifty" and an RCA High-Gain Superturnstile Antenna. Here's why more than SIXTY high- power stations have selected RCA s "Fifty": RELIABILITY. RCA 50-KW equip- ments are built to operate with "day-in day-out" reliability. (Ask any of the RCA-equipped 50-KW VHF stations already on air.) CONSERVATIVE DESIGN. RCA 50-KW VHF's deliver a full 50 kilo- watts of peak visual power— measured at the output of the sideband filter. You get full power output on both monochrome — AND COLOR — with power to spare! SATURATION COVERAGE. An RCA 50-KW VHF, operated in conjunction with an RCA Superturnstile Antenna, is capable of "flooding" your service area with STRONG SIGNALS -close in and far out! With standard anten- nas, RCA 50-KWs can develop 316 KW ERP — with power to spare. AIR-COOLED. RCA 50-KW VHF's are all air-cooled. You save on installa- tion costs and maintenance. Visual and aural P.A.'s use conventional RCA power tetrodes (Type 6166). MATCHED DESIGN. RCA 50-KW VHF's are "systems-matched" to de- liver peak performance in combination with RCA 50-KW antenna systems. COMPLETE SYSTEM. RCA supplies everything in system equipment to match the RCA "50-KW" precisely; Antenna, transmission line, fittings, tower, r-f loads, diplexers — and all other components needed to put a 50-KW VHF signal on the air. Take advantage of RCA's 25 years' ex- perience in designing and building high-power equipment. Ask your RCA Broadcast Sales Representative to help you plan a completely-matched high- power system. In Canada, write RCA Victor, Ltd., Montreal. RCA PIONEERED AND DEVELOPED COMPATIBLE COLOR TELEVISION t RCA High-Gain Superturnstile Antenna (TF-I2BH) Larscn s ihe name and WEMP is the station. Milwaukeeans know THAT combination means the best in radio. And so do dozens of shrewd na- tional advertisers who recognize Coffeehead's leadership among Milwaukee radio personalities. join them and find out how WEMP delivers up to twice the Milwaukee audience per dollar of Milwaukee network stations.* CALL HEADLEY-REED! 'Based <.n Imtmst availabU I'uUr ratings WEMPWEMP-FM MILWAUKEE HUGH IOICE. JR.. Gtn. Mgr. HEADLEY-REED. N«tl. Rtp. HOURS OF MUSIC. NEWS. SPORTS Hal Horton (r.) and Alec Kroll, Y&R v. p. (I.), look over tv script with Dick Powe f I avoid If. Ihnlnn IripisiF Advertising director The Singer Sewirg Machine Co., New York Harold Horton, Singer Sewing Machine Co.'s ad director, is an energetic, restless man. with an unswaying preference for striped ties. "I used to lead a jazz hand in college," he told SPONSOR. ""But when I graduated, my father said the hand had to go. Much to hi- relief. I took a job in advertising." Horton s heen in advertising ever since — for nearlv three dec- ades with the Singer Sewing Machine Co. "Singer has been advertising since 1850. We've used everything from postcards in 11 different languages 1" loin cloth- in India. Today, of course, it's tv." Approximateh 359? oi Singer's budget goes into Four Star Playhouse, alternate Thursdays 9:30-10:00 p.m.. over 101 CBS i\ stations. Young & Ruhicam i- Singer's agency. "Did you see the show last night?" Horton asked, then went on pensively. "I'm not sure I liked the ending too well." Does Horton pick the scripts? "Well, we read them after the agenc) has screened them." he explained. "Its demonstration of a sewing machine that reallv sells it. and for this reason tv is particularlv good for u>. When you get a -cwing machine sales organization admitting that a particular form of advertising actuallv helps them make -ale-, you can he sure it is making sales. And our -ales organization like- our tv ad- vertising." Singers -ales organization is an unusual one in the appliance industry. The firm's machines can he bought onlv through the 1,600 company-owned retail outlet- throughout the country, and not through department -tore- or general appliance retailers. "In today's competitive market, we feel we have an advantage since our retail outlets and service facilities are under the direct control of the manufacturing company," Horton added. "Singer considers it- fleet of 5,000 service cars it- bulwark against the import^ of (heap machines, particular!] from Japan. ' \t this point, Horton rushed off to hi- Larchmont home, to pre- pare fi»i a vi-it from hi- -on. a senior at Holv Cross. • • • SPONSOR the open door to increased sales . . . HOSPITALITY HOUSE Here's a refreshing two hour show, timed for and geared directly to a vast women's audience. Featuring 6 established WSPD-TV personalities, this daily hard-hitting sales tool has variety to interest every type of woman. There's Dorothy Coon with household hints; Jane Schroeder with heart warming human in- terest stories; Ginny Wood with guests, hobbies and news of direct interest; Betty Zingsheim with the latest fashion showings. Rusti supplies the organ music throughout the show and Earl Wells acts as male host. Add to this combination the billion dollar Toledo area market with its 297,000 set saturation, and you get real sales results! For further information, call your nearest Katz Agency or ADams 3175 in Toledo. RADIO TELEVISION TOLEDO, OHIO Storer Broadcasting Company 10M HMKCR. N»I SALES 01* US I S7th SIRE £ I NEW YORK Represented Nationally by KATZ 15 NOVEMBER 1954 19 ON THE AIR FROM 7A.M. TO 1A.M. Ml basic CBS shows -J- top ABC shows -f- ST. LOUIS' FAVORITE PERSONALITIES ID WILSON 4:15-5:00 P. M. TOM DAILEY 12:30- 1:00 P. M. GIL NEWSOME 5:00- 5:30 P. M. UNBEATABLE INTERTAINMENT D ^ UNBEATABLE EN K°0Min INgSAL FOR YOU ~rr FT 1 .. EI j***r milium j ii'i'rn^i ? it it 1,560,000 POPULATION 100,000 WATTS -OVER 650,000 RECEIVERS Represented Nationally by THE KATZ AGENCY, INC. 20 SPONSOR New and renew 15 NOVEMBER 1954 New on Radio Networks SPONSOR Animal Foundations, Inc (Hunt Club Dog Food), Sherbu-ne, NY Armour & Co, Chi Billy Graham Evangelistic Fdtn, Mpls Buick div, Cen Motors, Flint, Mich Buick div, Cen Motors, Flint, Mich Buick div, Cen Motors, Flint, Mich Coast Fisheries (Puss V Boots Cat Food) Wilmington, Cal Ceneral Foods, NY General Motors Corp, Detroit General Motors Corp, Detroit Internat'l Adv Agency, NY Kellogg Co, Battle Creek, Mich Liggett & Myers, NY Milner Prod (Pine Sol), Jackson, Miss Musterole Co, Cleve National Biscuit Co, NY Oldsmobile div, Gen Motors, Lansing, Mich Plymouth div, Chrysler Corp, Detroit Rhodes Pharmacal, Cleve Rem Cough Drops, Bait Wrigley Co, Chi AGENCY STATIONS PROGRAM, time, start, duration Moser & Cotins, CBS 75 Calen Drake Show, Sat 10.30-45 am; 2 Oct, 13 Utica, NY bdcst F C & B, Chi NBC full net Fibber McGee & Molly, partic; Sun-Th 10-10:15 pm; 31 Oct; 54-55 season W. F. Bennett, Chi MBS 570 Hour of Decision; Sun 10-10:30 pm; 24 Oct; 52 wks Kudner, Detroit NBC full net The Great Cildersleeve; partic; Th 10:15-30 pm; 18 Nov only Kudner, Detroit NBC full net Fibber McGee & Molly; partic; T 10-10:15 pm; 16 Nov only Kudner, Detroit NBC full net Five minute news; T 9-9:05 pm; 16 Nov only Lynn Baker, NY NBC full net Hotel for Pets; M,W,F, 5:30-45 pm; 4 Oct; 54- 55 season Y & R, NY NBC full net Mary Mirgaret McBride; Th,F, 10-10:05 am; 14 Oct; 54-55 season Kudner, Detroit CBS 206 Amos n' Andy Music Hall; M 9:30-55 pm; 6 mm seg; 15 Nov only Kudner, Detroit CBS 206 Tennessee Ernie; W 7:15-30 pm; 17 Nov only Same MBS 570 Herald of Healing; Sun 2-2:15 pm; 28 Nov; 52 Arthur Codfrey Time; T.Th, alt F 10:45-11 am; Leo Burnett, Chi CBS 201 26 Oct; 52 wks C & W, NY CBS 206 Cunsmoke; Sat 12:30-1 pm; 16 Oct; 52 wks Gordon Best Adv, Chi CBS 172 Robert Q. Lewis; Sat 11:15-30 am; 6 Nov; 52 wks Musterole Week-end news; Sat & Sun 5 min on Erwin, Wasey, NY ABC 350 hr from 9 am to 11 pm; 6-8 Nov; 25 Dec-13 Mar Rin-Tin-Tin; Sun 5-5:30 pm; 2 |an; 52 wks K & E, NY MBS 500 D. P. Brother, Detroit ABC 350 Your Oldsmobile Reoortc-; M, W, Th, F 8:45; 9:25; 10:25 pm; 8-26 Nov N. W. Ayer, Detroit MBS 550 Thanksgiving Day Football (Detroit Lions-Green Bay Packe-s) 25 Nov onl"; 12 noon Pringle-Cotthelf, NY NBC full net News; M,W,F 3-3:05 pm; 11 Oct; 54-55 season Nyburg Adv, Bait NBC full net It Pays to be Married; T,Th 5:45-6 pm; 5 Oct; 54-55 season A. Meyerhoff & Co, Chi CBS 206 Amos n' Andy Music Hall; M-F 9:30-55 pm; var 6 min seg; 18 Oct; 11 bdcst Renewal on Radio Networks SPONSOR AGENCY STATIONS PROGRAM, time, start, duration Billy Graham Evangelistic W. F. Bennett, Chi ABC 355 Hour of Decision; Sun 3:40-4 pm; 31 Oct; 52 Fdtn, Mpls wks De Soto div, Chrysler i BBDO, NY NBC 207 Croucho Marx— You Bet your Life; W 9-9:30 Corp, Detroit pm; 6 Oct; 54-55 season P. Lorillard (Old Colds), , Lennen & Newell, NY CBS 209 Two for the Money; Sat 9-9:30 pm; 2 Oct; 52 NY wks Swift & Co, Chi JWT, Chi ABC 355 Bieakfast Club: M-F 9:15-45 am; 1 Nov; 52 wks (See page 2 for New National Spot Radio and Tv Business) Rroadcast Industry Executives NAME lames Anderson Ba'ry Barents Stewart Barthelmess W. V. Barton Paul Beigel Ernest Berger Bob Booker Kenyon Brown )im Bruce George Carpenter, Ml Richard Carlton Martin Colby Chuck Conner Kenneth Craig Robert Cronin William Davey FORMER AFFILIATION U. S. Navy, PIO officer WTOP, Wash, DC, news & spec events ABC Radio, Hywd, sis serv mgr WIBW-TV, Topeka, Ka, film dir WMCM, NY, asst to dir WCAE, Pitt, sis stf U S Army Vitapix Corp, NY, mem WLW & WLW-TV, Cine serv WOW-TV, Omaha. Neb, sis coord Sterling TV, NY, hd of agency sis div WOR-TV, NY, acct exec KTVA-TV, Anchorage, Alaska, comml mgr ABC, Hywd, tv prog dir for western div W. Fitzpatrick & Assoc, Chi, sis stf Register & Tribune, Des Moines, lo, mdsg mgr of bd of dir asst dir of spec bdsct NEW AFFILIATION WOAI, San Antonio, Texas, prom mgr WKN8-TV, New Britain, Conn, prog dir Same, dir of sis serv Same, prog mgr Same, traffic mgr WQV, Pitt, sis stf WMBR-TV, lacksonville, Fla, dir Same, pres Same, prog mgr Same, sis stf Same, vp Allied TV Prodns, NY. owner WOOD & WOOD-TV, Crand Rapids, Mich, comml mgr Same, nat'l & regl tv net prog coord Hoag-Blair, Chi, acct exec KSTP & KSTP-TV, Mpls-St P. prom mgr In next issue: New and Renewed on Television (Network); Advertising Agency Personnel Changes; Sponsor Personnel Changes; Station Changes (reps, network affiliation, power increases) Numbers after names refer to New and Re- new category Rirhirrl Carlton (3) Roland Peterson (3) Ralph Kanna (3) Thomas Harrison (3) Barry Barents (3) 15 NOVEMBER 1954 21 15 NOVEMBER 1954 Dlew and renew 3. Broadcast Industry Executives (continueil) NAME FORMER AFFILIATION I W Denniston A Gilford Eager )r Thomas Ejrlcy |r L.iw Epps William Faber Alexander Field Richird Foote Bill Goodnow Howard Grafman Dave Harris Thom.is Harrison Con Hartsock Henry Hede Henry Hobbs John Hurlbut Albert (ohnson Ralph K.inn.i loan Von Kaenel C. Brent Kansler Sydney King Thomas Knodc Bill Lansing Charles Leedham Edward Lethen lames Lilly William Linden Jr Ted Lowry Laddie Marshack jack Markward William McAndrcw Vincent Meade Frank E. Mullen Reginald Merridew Fred Nassif lames Neiswander David Nowinson Ted Oberfelder Paul S. O'Brien Phil Parkinson Alvin Perlmutter Roland Peterson Lyle Richardson John Rust lack Sandler Roy Murray Schwartz Edward Shurick lack Silver Fred Swanson Ha! Tulchin Robert E. Williams Barry Wood Harry Woodworth Wembley. Inc. Dcs Moines, sis mgr C. Hollingbcry Co. NY. Iv sis stf WAEB, Allcntown. Pa. prog dir WJBF-TV. Augusta, Ca. sis mgr Headley-Rced. NY, vp in chg of tv KENI. Anchorage, Alaska, pub rcl dir & prom mgr WFTL-TV Fort Lauderdale, Fla, acct exec WTM|. Milw, sis stt NBC. Chi. prodn dir George Clark, NY, mgr WSM, Nashville, Tcnn, dir of nat'l spot sis Examiner, SF, ret space sis ABC TV. Hywd. admin mgr of sis dept WATV. Newark, N), sis rep WRCA & WRCA-TV. NY, adv & prom mgr KOY & KOY-TV. Phoenix, Ariz, gen mgr WKNB-TV. New Britain. Conn, prog dir Natl Newspaper Syndicate. Chi. adv tr prom stf Washington Bd of Trade. Wash. DC, asst mgr WBAL TV, Bait, prodn mgr NBC. NY. mgr of stn rcls General Mills. Mpls. mdsg & sis rep ABC-TV, NY, sis dev & prom dept Voice of America, deputy dir KHI-TV. LA, if Kim Is ■ REGAL THEATRE 1 3 half-hour films :ovenng top college james of the previous veek. Shipped to you sach Monday during Football season. Top-quality has become the trademark of this dramatic half-hour series featuring leading Hollywood stars. MCA-TV &d NEW YORK BEVERLY HILLS ATLANTA BOSTON CHICAGO CLEVELAND CINCINNATI DALLAS DETROIT SAN FRANCISCO SEATTLE ROANOKE NEW ORLEANS SALT LAKE CITY ST. LOUIS PHILADELPHIA TORONTO, CANADA «4B" "•"Ale- S- ♦>" "3S COMBINED CHARLOTTE-FLORENCE 1954 MARKET DATA 100 UV/M AREA UNDUPLICATED Number of Counties Population Families Urbanized Population % Urbanized Effective Buying Income Total Retail Sales Food Store Sales General Mdse. Sales Furniture Store Sales Automotive Store Sales Drug Store Sales Gross Farm Income Consumer Spending Units 67 3,375,200 847,000 1,199,400 37.3 $3,596,268,000 $2,451,499,000 $565,909,000 $305,551,000 $153,312,000 $547,335,000 $66,235,000 $560,559,000 998,000 with 2 great area stations Source 19M SALES MANAGEMENT Areas normalised to county lines Seven overlapped counties figured only once Now advertisers can develop a new, one-two punch to sell the TV-conscious Carolinas as Jefferson Standard opens a second top-power, VHF area operation with transmitter located in Florence, South Carolina. WBTW will debut as a mature station fortified with WBTV experience, WBTV-trained management and staff, top equipment and facilities, and a ready-made audience of 100,000 set-owning families. Rapid growth is assured because WBTW has the only VHF allocation in a 75 mile radius. Its projected 100 uv/m contour embraces an area with 1,000,00 people and effective buying income nearing $1 billio Together WBTV and WBTW create a televisic market comparable to the 8th largest in the natioi Choice time franchises on WBTW are rapidly bein taken. For best remaining availabilities contact yoi nearest office of CBS-Television Spot Sales tqda' The Television Services of JEFFERSON STANDARD LIFE INSURANCE COMPANY Represented Nationally by CBS TV Spot Sales 1 5 NOVEMBER 1954 The spectacular era dawned with the inauguration of NBC's color studio in Brooklyn whence first spectacular colorcast, of "Satins and Spurs," emanated 12 September. Above, New York Mayor Robert Wagner's remarks are applauded by star Betty Hutton and NBC ex- ecutives. Pictured (I. to r.) are Sydney H. Eiges, Max Liebman, Mayor Wagner, Betty Hutton, Sylvester L. Weaver, Robert W. Sarnoff. an interim report Here are the views of clients, agencies and network officials, both on and off the record, on whether the big shows are paying off J_ hese spectaculars . . . will free television from the shackles of format and schedule . . . will stand out like peaks in the television logs . . . View- ers will look forward to them with the anticipation of eagerly awaited special events. They will talk about them. And marvel at them. And watch them. "For they are conceived with the idea of reaching the total television audience — not just a segment of it." Thus began the 33-page NBC pres- entation to prospective clients for the forthcoming spectaculars. The passages 15 NOVEMBER 1954 by Herman Land that followed heralded a new era in which an already fantastic medium would reach new heights through the combination of Max Liebman. NBC and the greatest creative and perform- ing talents of the day. With a possible programing revolu- tion at hand, the industrv impatiently awaited the opening spectacular blast of 12 September. On this Sunday night premiere, a great filmland per- sonality, Betty Hutton, was to star in an hour-and-a-half original musical produced by tv's master showman. The sponsors had shelled out $320,000 for time and talent; an unprecedented pub- licity campaign had been waged by the network. And the show was in color, too. How could it possibly go wrong? Yet, as the trade knows well, Satins and Spurs did not succeed in reaching NBC's "realistic" prediction of a Niel- sen rating of 50. Instead it racked up a comfortable, but unsensational, 38.7 Nielsen. The earlier rating reports of Tren- dex had come up with a figure of 17.5. The opposition on CBS. the star- 29 One-shots of past seasons go. t»e .. i, ence. This was among factors - 1 >■ pm ~< >i - considered when deciding to buj 1 1 1 « - NBC and CBS spectaculars NB( presentation t.> prospective clients for it- Sunday night spectaculars pointed <»ui it was realistic to expect ratings ..i 50. The NBC presentation cited rutin;;- for previous one-shots as shown below. NBC beaded chart: "Typical ratings t"i spectaculars." Ratings below are national Nielsen, -i\ minutes 01 more basis. NIELSEN 53.9 54.0 Ford Fiftieth Anniversary Show 95.1* (2 networks combined rating) Tournament of Roses 1954 45.5 Rose Bowl 1954 58.5 Backbone of America (Robert Sherwood play) 39.9 Season's Greetings, Christmas 1954 42.5 Rodgers & Hammerstein March 28 1954 74.6** I his season s ratings f > spectaculars to date are lower than one-shots oi pa-t. Trendex ratings are available for all spectaculars to .late because Trendex does quick overnight telephone coincidental rating in 10 multi-station t\ markets, Nielsen ratings, which ai>- na- tional, are available lor only f> \% spectaculars to date, Becausi Nielsen, Trendex ratings diffei considerably been confusion. But the two measure different things, i See note below chart, i i \. I LABS -Trendex rating e. iiiutr let half 2nd htlf 3rd htlf tfrrmc hour hour n hole f how Satins and Spurs Lady in the Dark Sunday in Town Tonight at 8:30 Follies of Suiy Fanfare CBS The Royal Family Shower of Stars The Man Who Came to Dinner Lend an Ear •87 39.1 33.6 23.4 253 24.5 19 7 26.0 18 4 27.4 22.0 19.1 23.9 258 19.6 20.1 18.0 25.9 18.7 19.2 23. 1 20.5 24 4 30.0 21.3 19.7 14.9 254 12.5 19.6 23 5 19 2 Unduphcatcd ratings not available. This is the sum of the NBC and CBS ratings. ""Rating is for all four networks. NOTE: Nielsen ratings are based on national sample and represent of tv set homes who listened to show six minutes or more, measures percent of tv homes in 10 cities which tuned show based on average audience for each minute of show. Nielsen average per minute ratings i shown above i and 9-city ratings average per minute 9-city ratings and Trendex ratings don markedly. But Nielsen six-minute rating measure total audience for at least six minutes: it is cumulative figure, thus tending to with show 'ength. 'See Agency Ad Libs, page 14). 17.5 258 165 22.1 229 19.6 24 2 27.9 205 19.9 percent Trendex But it s also has Nielsen t differ reached increase studded Toast oj the Town, captured a 5 l._ -hue "I the audience as against 34.695 foi Satins and Spurs. Nielsen's latei national report lowered the CBS percentage to 15.5 and raised that of NB( to 19.8. But the show still had not dominated the audience. Since then there have been other spectat ulars, five on NBC, and four on ( BS be< ause "I their cost and niie- -hot character, the CBS -how- are in- clude.I in this report, although the) are onlj an hour in length and are not ■ ailed "spet tat ulars" b) the network i . 1 p t<. now there has been no sign that the - are delivering the audi- boped for. I he result has been li ti ade spe ulation on whether the ire here to staj . I here have been tumor- ol client dissatisfac- tion, hurried meetings ami heated dis- • ussions; in one i ase at least network- client disagreement has reach the trade press. Bet ause ol the important <• ..( the -l„-, i.i. ul, ii- I., the future ..I the tele- \ ision industry whethei the) su< • eed oi fail the broadcast pattern h ill be af- te. ted sponsor believes it ma) be helpful to sum up the experience and observations of those most directl) in- voked, even though the ambitious ven- ture is still in a relatively earl) stage. To gain first-hand material for this interim report. SPONSOR interviewed a number of clients who are sponsoring the spectaculars and talked at length with agencies concerned. At the same time SPONSOR talked with various net- work officials, and interviewed NBC president, Sylvester L. Weaver. Since high - budgeted advertising campaigns are involved along with questions ..I prestige, off-the-record sessions were not infrequent. It was apparent, too, that agencies were loathe to question public!) what bad been their client's oi then own initial faith in the spectat ulai-. It should be stated at the outsel there i- more client satisfaction with the -pc l,i< ul. ii- than trade report- and ru- in..i might have led von to believe. 1 1 ue. more than one advertiser was iea.lv to call it . Follies of Suzj at 22. Tonight at 8:30 at _'7.1. the first Shower of Stars -how on ' BS at 25.8, The Royal Family at 2 The Man If lid Came to Dinner at 19.6, Lend an Far at 20.1, Fan tare at I'M 1 Sundav . 7 November • . While in some cases the opposition's 30 SPONSOR half hour rated lower, in no case was this difference great. This means that, whatever the holding power of the pro- gram*, they have somehow not heen able to draw great audiences from the start. What makes the question of un- usual interest is the extraordinary amount of publicity that has accom- panied the shows. Sydney H. Eiges, NBC v.p. in charge of press and publicity, told sponsor: "Each spectacular gets as much pub- licity as a regular important weekly show7 gets in an entire year." According to an NBC press depart- ment report, stories on the first spec- tacular achieved a gross newspaper circulation of 378,422,184 copies. "The enormity of this number," says the NBC report, "can be appreciated by the fact that the publicity obtained for the first spectacular is seven times the circulation of the morning and evening English language dailies in the United States . . . almost nine times the cir- culation of the Sunday papers." This was in addition to the impor- tant promotion campaign carried on via the tv medium itself. NBC's client presentation had anticipated on-the-air promotion for the series valued at more than $1,250,000 dollars. Still, Satins and Spurs failed to attract a huge opening audience as have suc- ceeding shows. Raymond Spector, president of both Hazel Bishop and his own agency, is the only client-critic who has spoken openly on the subject. He has stated that part of the fault lies in mistaking competence for box-office appeal. The stars used to date, he feels, while outstanding in ability, have lacked true box-office appeal. What is necessary, in his view, is a parade of great names, of people the audience wants to see, whether they are truly skilled performers or not. Variations on this theme have ap- peared in a number of places. A net- work official questioned the value of some of the names appearing on the shows. "There is a different audience for tv," he told sponsor. "The audi- ence for films tends to be youthful, for television, as you know, it tends to be more mature." Another one of Raymond Spector's opinions which was shared by a num- ber of others put great weight on the factor of viewing habit. Robert Weit- man, ABC Vice President in Charge of Television Programing, emphasized the importance of viewing patterns. "The answer seems to be," he said, "in established patterns of viewing, in the fact that people simply know and like competing shows. People are annoyed, for example, when their favorite show is pre-empted, even for a super-special spectacular." A research man who has given much attention to the problem cited the fol- lowing reasons to sponsor for the fail- ure of the shows to attract greater audiences. 1. Over a period of time people have learned what they like. The popu- lar shows have demonstrated the rea- sons for their appeal, and the audi- ence knows what to expect, they know what there is going to be in the shows that they are going to like — / Love Lucy is a perfect example. 2. Viewing habits are so important that huge amounts of money and big names on a one-shot basis do not auto- ( Please turn to page 107) vllClil rcdl/lfOnb to spectaculars were assembled by sponsor from sponsor firm executives or from their agencies. Most critical client is Raymond Spector. SPONSOR REACTION IN BRIEF Hazel Bishop Big changes needed Raymond Spector, president of agency bearing his name and Hazel Bishop lipstick firm, told SPONSOR: "The shows need more 'heart.' You've got to give people what they want, not try to elevate their cultural taste. Shows should be cut to hour, star names should have box-office appeal." Oldsmobile Pleased tcith publicity D. T. Brother: "The client is tremendously pleased. The show reached out and got big publicity ... a great hit with the dealers . . . color pitches great." Sunbeam Confidence in Weaver A. E. Widdifiel, Sunbeam ad manager, told SPONSOR: "We have full confidence in Weaver's ablity to make it succeed. Merchandising-wise, it is tops." Chrysler Extra values important McCann-Erickson: "Two shows are not enough to judge by. But they have been exciting, interesting, new, and news — the extra values are impor- tant." Ford and RCA Excitement adds news value Kenyon and Eckhardt, which handles both accounts for the Monday night show: "We are pleased with general excitement, talk and publicity, as well as show. Reynolds Metals Hopes for better ratings This company's first Spectacular will appear 5 December. Ad manager Jack Boyle told SPONSOR: "We hope to do better than the previous shows." Westinghouse Color impact tops McCann-Erickon: "Westinghouse is pleased with the sales and color im- pact. The dealers are delighted, ran color parties in about 35 markets." Weaver on ratings: we at nbc do, «f course, believe in the rating services. But, and this is an impor- tant 'but,' we believe in them for what they really are. All of the rating services are used as tools at NBC to temper and reinforce judgment and that is how they should be used. To use them otherwise, or to regard them as the be-all or end-all for distinguishing program success from program failure, is to use them incorrectly. But it true that the Nielsen report is the advertiser's report n what audience he got for his money (although its ample size provides wider tolerance limits than we'd like to see). "If there were an advertising efficiency index published after each ad broke, or commercial went on the air, the rating hysteria would shift from program circulation to what the advertiser and the agency really should want to know— whether an advertisement or a campaign has been successful. The answer to this question cannot be found by using Nielsen, Trendex or ARB. "If we possessed such a dubious marvel as an advertis- ing efficiency index, the advertiser could find out quicklv how his advertising is doing in the market places of the nation. It would show him the real waste in advertising, which is not waste circulation or low circulation, but ad- vertising which does not sell. "Such an advertising efficiency index w:ould have to be (Please turn to page 112) 15 NOVEMBER 1954 31 *w <.r»(/|rci/ on radio is C*f«)iior<*iic» mainstay After trying all media during pad few hectic years, Glamorene now relies heavily on net radio. With CBS -tar Arthur Godfrey below are Glamorene president ton Sulsfa right . his brother Sheldon, a v.].., and |iirk< and Greisl accounl man Harvey Breitman (standing C ilaifl.ov mm Why a visual product uses network radio Glamorene finds conii(l(>iin> built bv radio personalities is more result ful pt*r dollar spent than all other advertising used to date 32 U ow mam admen nurture a secret dream that casts them in a heroic role as creator of the campaign magnifi- cent? After a hard dax with a pick) < lient. does the agenc) man sometimes daydream of a campaign so brilliant, so original, so powerful that the mad countrywide rush to buj the product turn- a little accounl into a lustx giant overnight? Ah xes. how nice if such a thing could happen. Well it did, in a wax at least, to the compan) which is the subject of this -torx . But no adman can claim the credit, none can win the plaudits, for. alas, no adman was in- \ olved. It began casualrj in 1950 when the York Research Corp. of Stamford. Conn., heard about a rug-cleaning product (ailed Glamorene from a mem- ber of the American Hotel Associa- tion and put it through some routine tests. Now. York is the official lab- SPONSOR oratory for consumer reports of The Reader's Digest, which it informed of the new product. The Digest editors were interested and asked York to put Glamorene through the complete test- mill. On 13 November, 1951 Digest Edi- tor UeWitt Wallace fent Jerclaydon. Inc. of Miami a letter beginning: "This is to advise you that a three- page article ( 'Reader's Digest Report to Consumers' I highly favorable to Glamorene is scheduled to appear in our February issue." It is easy to imagine the excite- ment of the Hulsh family, which owns Jerclaydon, as the father and his three sons scanned these words from Wal- lace: "One paragraph of the article reads: 'To give this product unusually severe trials The Reader s Digest asked the \ork Research Corporation to check on all phases of Glamorene's use and cleaning ability. After more than a thousand tests on over 100 rug-clean- ing products the laboratory reported: Best rug-cleaning compound for home use we have found. Best on-location cleaner for institutional use.' ' case history But this was the paragraph which told the breathless Hulsh family a new era was beginning for them: "It is not our policy to release an article in advance of publication. But in order that you may take adequate steps to supply retail outlets, we think it is desirable to warn you that this ar- ticle will create a tremendous nation- wide demand for Glamorene. We know this to be true from experience with previous 'Consumer Reports'." And true it proved! It was as though all nine million Digest readers took the February 1952 publication of the arti- cle as a starting signal. Young Jer- claydon President Clayton Hulsh re- lived those incredible days as in awe- struck manner he told sponsor of the truckloads of orders that came rolling up to their tiny Miami plant. It seemed as though every store in the country, and every consumer, sudden- ly just had to have Glamorene. How the infant concern faced the avalanche, obtained its national dis- tribution and desperately raced to 15 NOVEMBER 1954 Glamorene ease history Is unique beeause: • Glamorene was a small concern until a Reader's Digest repqrl on the rug-cleaner appeared in February lii'ii. Almost over- night the company became a $10,000,000 retail operation. The Hulsh brothers, who own and run Glamorene, arc convinced thai the tremendous response to the article stemmed from reader confidence in the integrity of the magazine. Since that amazing period, Glamorene has been hoping to find a duplication of the tremendous Header's Digest surge, but with many failures along the way. • Since the spring of 1!)"2 Glamorene has dropped three agencies, among them two of the top 10. Concern is convinced it doesn't belong with large agency for following reasons : At the big agency, in Glamorene's opinion, small account gets lost in shuffle, dues not receive attention of top people on the account or creative level ; account man is "little more than messenger boy." Glamorene is happier with smaller agency, where its billing is important and it gets attention it feels is deserved. Client, too, can work closer with agency creative team. match production to demand — until four large factories were in operation — is a tale in itself, a Horatio Alger fable that proves the continuing vital- ity of the American legend. It is a success story built out of faith, hard work, guts and extraordinary good luck. Overnight the story came to a climax: Jerclaydon leaped from a $200,000 industrial and professional supply business to a $10,000,000 an- nual retail operation. The Hulsh brothers have given much thought to this dramatic series of events, have tried to extract a mean- ingful lesson from it. Why, wonders Clayton, was the response to the Read- er's Digest article so tremendous? The answer, he thinks, is of vital interest to all who buy advertising. The read- ers acted because they believed what they read. They knew that it was the voice of a respected laboratory and of I Please turn to page 70 I Godfrey sells Glamorene on a CBS network of 206 stations; company sponsors him every other week for 15 minutes. A big plus in the client's eyes is the star's merchandisability. Of all advertising efforts so far, this one has proved to be the most popular with dealers Atihtfh Goote& /£ &U/M& Glamorene COAST TO COAST on ™ CBS RADIO NETWORK! - -«- FOR THE NEXT 12 MONTHS w mi ^ RUG CLEANER, *£» - Br. ■ ■ ■ » • • • ' .. •.';;/ GO&GB """.*- *»—•>* *'■ •♦-- > .•'•'" ' .' AMERICA'S ' * *. A/0. 1 So/&s/r>d/ . " " • . • * IS BACKED BY: . .. T — ' •• "C1" . • 206 G0DFRCT STATIONS __ ^Sfc- I GODFREY NATIONAL COVERAGE • mi . * 33 (0 J* 1 f / m 8^v W t*7 " " m»M ^ ARF-Politz count of radio and tv sets was most searching radio set census to date. Rigid definitions were aid down as to what constitutes a working set. Will IF IK.' be standard on radin-1 v research? New set count is first industry project to get ARF Validation Its findings eonfii "in what radiomen say about radio J here s a strong, new \oice in radio- t\ research these da\ s. It is the Advertising Research Foun- dation, whose stamp of approval on the recently-released radio-ft set count pro- je< te the organi/ation into the forefront of the radio-t\ research picture ami suggests the possibility that the MU '( i.k." max become standard. I he new sel count, conducted b) Po- litz (and < opj righted, L954, \>\ VJRF I, together with the MU - upcoming list "i standards Foi audience measurement in the elei tronic media, i- not onl) bringing VRF into the limelight but is inevitabl) directing the attention of those in. iic ii in associated w iih the broadcast media toward the question : W hat can Mil' do for n i ol ■ lose to n search, the apparent ..i \l!l m L954 ma) Beem sudden. If thi nice does -e. m sudden, it i- an illusion, but it i- .in understandable illusion. Mil has been around .1 long 1 18 j e.u - in be exact. It w .1- oi iginall) Bet up bj the \\ \ and I \- to insure tin best possible kind of advertising I'll. I I..\m\ ii . about three j ears this advertise] -agem 5 tieup was broadened to include media representa- 34 tion in the ARF. For a number of reasons, none of which is particularly important at this juncture, ARF had been what might he called print-oriented. With fhe reor- ganization of ARF and the entry of the national networks into membership, a broadening of emphasis became a nat- ural result. \\ hile it took three years for the im- pact of broadcast representation to jell into the new set count, which is radio- research tv's first \KK-\ alidated study, the four radio networks and BAB, who under- wrote the study, are proud ol the re- sult, for. despite the long list of MII- ,'l pi oved studies on the print media. these media have not yet underwritten a stud) ol an entire medium. \nd that is just whal the new count of radio and television sets is. But the stud) is not onl) a descrip- tion ol the lull dimensions oi radio and t\. It is a 1 onfirmation of what broad- casters have been saying about them- selves, especially as regards radio and the impact of t\ upon radio. It mi<-lit well be asked: If the study confirms what had been said V-efore, wli\ the stud\ ? The answer to this question illus- trates the key characteristics of ARF research. In the first place, the study overed a lot of ground that hadn't been cov- ered before and answered a lot of questions admen have been asking. Mil i~ interested primarily in research with broad significance and broad usefulness. In the second place, the VRF O.K. i- a "double A" validation stamp It means acceptance and a < 111 a< \. Those who underwrote the Stud) have the comforting conviction the figures are accurate and feel the buyers of media have the same opinion, rhese are fig- ures, SB) the networks and BAB, which can be sold promotionally and without apolog) or the need to defend them. I'o anyone, especiall) anyone on the media side of tin* fence, seeking facts for bis own enlightenment as well as to >ell with, the Mil offers, therefore. 1 Please lum to page 96 ' SPONSOR Ire, abstracted from 78 tables, is the heart of ARF set count er.vioii of household radio sets by both tv and households is pinned down by new study. Of work- dio in tv households, 20% are located in living room, imparable figure for non-tv households is 35.3%. The found 22.4% of all tv household radios are in bed- . while the non-tv household figure is 19.1%. Report iiind 17.2% of all tv household radios were in kitchens, non-tv household figure came to 13.5%. ership of auto radios and auto figures will be 1 most useful from ARF-validated study, which dis- I that 73.3% of U.S. households have autos of all types 48.7% of U.S. households have at least one auto radio ng. That means two-thirds of all auto households have ng auto radios. Study showed percent of metropolitan households with auto radios is slightly higher than auto ownership in non-metropolitan households. »ne room'" competition of radio and tv sets in useholds is an important measure to air media buyers. study delves into this. Of total radio sets in tv house- —67,870,000— only 13,950,000 are in "same room" corn- on with tv. CBS Radio in its film "Tune in Tomorrow" ARF figures, added radio not associated with house- and showed that there were 96,970,000 "locations" radio only and 15,140,000 tv-only "locations." graphic breakdown of radio and tv ownership in areas shows the following: In Northeast percent of U.S. ?holds with one or more radios in working order was percent, with one or more tv sets in working order was Radio and tv figures, respectively, for other areas are i Central, 96.9 and 62.9; South, 90.8 and 44.4; West, and 50.8. The average (mean) number of radio sets in ing order per radio household was highest in Northeast. ! of tv households and extent to which big fami- iwn tv are provided by study. Higher percent of four- n families have working tv sets than other size family )S, while one-person families are at other end of scale. are the figures on the percent of each size family group i has one or more tv sets in working order: one-person 'holds, 22.3; two-person households. 52.3; three-person, four-person, 70.7; five-person, 68.0; six or more, 57.7. Total number of radios associated with households had been estimated before ARF study. Latter bore out these figures. BAB had set figure at 117 million sets and ARF- Politz figure came to 117,660,000. Actual number in working order at time of survey (May 1954) was nearly 101 million. Definition of radio sets in working order was probably most stringent ever used but four radio networks and BAB, which underwrote study, wanted to make survey unassailable. N on-household ratlio sets were not included in the ARF set count, which covers auto radios but does not include sets in other location, such as public places, business estab- lishments and quasi-households, meaning hotels, motels, col- lege dormitories, installations of armed forces. Radio indus- try estimates these other locations add another 10 million radios to survey total of 100,820,000 sets in working order. The industry calls this HI million radio "locations." Households with tv sets in working order came to 58.1% of all households. Figure is about same as CBS- Nielsen set count made at end of last year. But latter study did not go into percent of sets not working. Actual percent of U.S. households with tv sets — working or not — was 59.4 in ARF-Politz study. Toial number of U.S. tv sets was 29.26 million, of which 28.45 million were working. The number of households with working tv sets was 27,600,000. Depth of radio penetration in the U.S. household is shown by ARF-Politz figures on percent of multi-set house- holds. These show that two-thirds of radio households are multi-set households, that is, have two or more sets in work- ing order. Fully 33.5% of radio households have three or more sets in working order and 14.5% have four or more in working order. It is also significant that avergae number of radios per household is greater in tv than non-tv households. Tv ownership bu family characteristics: Charts on this will provide useful aid to tv advertiser. For example, study shows that there is direct relationship between tv ownership and socio-economic status. Of "upper" 25% of population. 72.8% have one or more tv sets in working order: of "upper middle" quartile. 64.5% have tv, of "lower middle" group, 58.8% have tv and of "lower" group. 35.9% have tv. Multiple tv sets is greater in "upper" tv homes. 15 NOVEMBER 1954 35 in ad manager's critique of rat ^Jn industr] i- a- vigorous .mil ex- pansive and as important as the peo- ple in it. Recently, during .1 luncheon discus- sion among several of us in advertis- ing, tit* versation turned, as it so often does to radio. \nd. of course, it carried that "*\\ lial ever happened to radio" over- tone. Being a three-letter media man (newspapers, radio and television 1 . tlii- topic "I conversation alwa\s brings me up Bhort. The mourners over radio's body by Fred Gregg 1. There hasn't been a new idea in- jected into the product or the selling of it in much too long a time; 2. the old methods of selling and programing radio (vital to keeping it a dominant, cohesive advertising force) are no longer successful; and 3. the men who operate it are re- sponsible for its present state of dis- repair. But the medium has not disinte- grated. Of this, you may be sure. It is a potent, exciting, vigorous ele- Fred Gregg cites need tor more creative selling Gregg is director of radio-tv advertising, sales promotion for Crosley, Bendix home appliances. He is former promotion director for Crosley Broadcasting Corp. Picture shows Gregg at Crosley Broadcasting (at right, with crew cut), conferring with colleagues on promotion problems 1 it i- -till w ii in and \rr\ much ali\r 1 . and those wl Her dire predictions, are confusing radio's state of health with the press notices it has received and the long-faced expressions of the men who are in it. M.uk I wain once Baid about a pre- mature publishing of his obituai 5 : "The reports surrounding the account of m\ recent death were highl) exag- gerated." There are, however, several points that must It agreed upon, even 1>\ the most enthusiastic radio believer: 36 incnt of communications that has per- mitted itself momentarily to be eclipsed. And the shame must rest upon the heads of those who hold its reins: broadcasters, advertising agen- 1 i-- and sponsors. Primarily, however, the guilt] ones an- those who still -it around network and radio station offices hulling their fingernails while trying to figure out bow tn pi.k up a certain hit of spot business the) know i- being scheduled t"i a competing radio station; recall- ing what happened to an advertise] who previous!) was a big radio client: or recollecting the old da\s when it came in over the transom and the biggest problem was getting the r.t.'- on the air. New methods and innovations stimulate additional ideas. Creativity i- reall) a chain reaction. And radio stands out as an industry short inven- toried at this writing on two counts: ideation and inspiration. I speak with some authority Bince I have earned m\ living in the medium until a year ago. and now I buy it. As the advertising and sales promo- tion director for a manufacturing di- vision of a large corporation, 1 am visited by representatives of maga- zines, newspapers, radio, television, billboards, etc. } et, in one year only two radio- television representative firm sales- men, two network radio salesmen and one television network salesman have ever called upon me. I have had tele- phone calls from three local radio sta- tions in that period. In no instance has anyone of these men suggested anything other than "I wanted to meet you." This amount of sales acti\cl\ directed toward a major advertiser answers the questions "\\ hat has hap- pened to radio?' ^ et. these are the reasons given me most often 1»\ broadcasting executives: 1. Our best brains were put into television to make it go. 2. Television is more glamorous. '3. Rating Ben ices do not give am full credit for all its listeners. 4. People can't listen, watch, read, go out to the mo\ ies. and do all the other things the] do. so radio suffers. 5. Too mam radio and television stations on the air. 6. Madison Avenue. 7. Not enough good research or too much had research. 8. Manufacturers do not build good sets as the] formerly did. 9. Lack of good programing. 10. Competition with print, which is more firmh established, i- too tough. 1 nu ma\ assign to these reasons SPONSOR Ex-radio promotion man Fred Gregg says salesmen should base pitches on understanding of each advertiser's problems any order or importance you desire. Whatever the case, to radio veterans who recall the sales of the early days of radio (A & P Gypsies, Cliquot Club Eskimos, Major Bowes Amateur Hour, Standard Brands Hour with Maurice Chevalier, Texaco's Perfect Fool with Ed Wynn and Graham MacNamee, etc.) it must seem incredible. The lack of facts and figures, competition from entrenched media and general reluctance to plunge promotional dol- lars in those days were matters to be resolved by steeled nerve and high per- suasion, two very pristine qualities necessary to success in the 1930's. "We were not so mechanized then but we made up for it in enthusiasm and aggressiveness," said James D. Shouse, Chairman of the Board of Crosley Broadcasting and AVCO Vice President and General Manager of Crosley-Bendix Home Appliances Di- visions. He believes these latter quali- ties are still necessary to be success- ful— even, he has said, for survival. The need for leadership and inspi- ration, imagination and courage, ag- gressiveness and ability, showmanship and vigor in radio was never greater. The competition for the person's at- tention (person meaning listener, viewer, reader, noter, etc.) was never rougher. Neither, I hasten to add, was the competition for the dollar more fierce. Selling radio correctly will have to be the result of long-range and careful planning, combined with good direc- tion and hard-driving energy. When this is in progress, the product will get better. This combination of good sales re- sults and better listening will create even bigger and better frontiers than radio enjoyed in its most lush years. Television stumped the movies for a while. Even their "Movies are bet- ter than ever" campaign failed until they pulled their sales forces together and started driving. The product got better. Technological progress was made. Now the industry is in a highly healthy state. How do you sell radio now? By planning how it can be best used as a positive merchandising and pro- motional vehicle based upon your knowledge of your own market and your product. By taking this com- bination of information in comprehen- sive form to enough clients' advertis- ing and/or sales managers and their agency people. If your basic thinking was sound, and your konwledge of the manufac- turer's selling climate in your market was correct, you will make sales, you will reaffirm radio and you will gain as its overseers think it is. And, in this single fact lies the shame of it all. The total number of families in the United States has increased 40% since 1941. The number of families earning $5,000 per year total more than 17 million, up nearly 1,000% since World War II. These are minor points actually, but they highlight the fact that there is more selling to be done today than ever before in the history of American business, and, as any manufacturer HERE'S WHAT PROSPECTIVE SPONSOR WANTS TO KNOW: □ Can you sell my product? □ Can you do it effectively and economically? □ Can you justify what you say with authoritative facts? □ Do you understand the character and what I am trying to accomplish with my advertising? □ Can you suggest a good (even though perhaps unusual) way for me to use your facilities? □ What previous successes have you had with similar products? □ Can I, the advertiser, use this plan with full confidence that it will be sound when executed locally? □ Do you afford me the benefit of additional aids to the ad- vertising I buy which will help me at point-of-sale? □ Do you understand my merchandising and marketing prob- lems, if only superficially? □ Does what you offer and the plan you suggest fill this need or act as an additive to my present campaign? for your client product movement. Radio continues to be the lowest cost advertising medium available to an advertiser. You may have noted that we at Crosley-Bendix picked it as the backbone of our merchandising program for this fall and winter when we bought NBC's Game of the Week. And its coverage remains invincible on a dollar-for-dollar basis. I feel deep sorrow for an element of communication which is being per- mitted to suffer so severely that, with only rare exception, it is almost as bad will tell you, it takes every weapon and/or tool he can find to help him convince the more than 50.000.000 U.S. families that they, as spending units, should alter their habits and buy his product. American business today is faced with the most competitive period in its history. The reasons are obvious: 1. There are dollars available at consumer levels generally but there are vastly more opportunities for the (Please turn to page 112) 15 NOVEMBER 1954 37 The Big Ball of Wax A Story of Tomorrow's Happy World by Shepherd Mead SIMON AND SCHUSTER 00 I' all the advertising agency executives who've looked at tel. vision's future, Benton & Bowles' Shepherd .Mead has taken th- longest look. His new novel. The Big Ball of Wax, revolves arou a 191)2 invention which makes the full-wall tin dimensional color tv of that era obsolete. (Art on this page gives you the general idea.) Mead is a v.p. and radio-tv copy chief and other admen will rec< nize his 1992 world as a satirical projection of trends i: the 1954 advertising and business community. Busii Mead's 1992 is: (1) dominated by research; (2) run by group decisions in meetings so stylized that executives sit in chairs numbered according to seniority; (3) paternal to the extent that the wife ol company president has veto power in selection of wives for executives. Starting at right you'll find the first chapter of The Big Ball of Wax. [fa written as a memo to younger executives of "Con Chem" to describe what happened when someone invented the next step after television. XP. "What happened in short is that the birth rate — and sales — were shot to hell until ('"ii Chem and its agency found a way to adopt XI' for advertising. Said Shep Mead to sponsor: "The harm the book may do the youth of niir nation is incalculable, particularly in the tv field which contains many callow and impressionable young men." ill s Shrp Mead looks at h in \W \<'u satirical novel by Benton & Bow les copy chief revolves around gadget which replaces full-wall tv sets of the future. Starting below is book's first chapter J_\f ow that we're living in the best of all possible worlds, some of you who come after us may want to know how we brought it off. I'm thinking especially of you junior execu- tives at Con Chem, which is why I'm dictating this whole memo-tape. After all, it is you fellows who will have to pick up the torch when we drop it. It wasn't easy, let me tell you. There was a time just before the Momsday Holidays in 1993 when American business might have taken the wrong fork in the road and gone almost to plain disaster. But we at Con Chem made the right decision, took the right fork in the road, and here we are today. Now I know that all of you have heard of the early days of XP, and you are going to expect some mighty spicy material. I hope I won't disappoint you, but you have to realize that in a memo of this type which will be available to the Organization, we have to think of morale and of keeping up the moral fiber, both of which are all important. So when I come to the places where I had to take part in the well-known orgies, which of course I had to do in line of duty and not through any personal desire, I'll try to be brief and factual. There is no use lingering over an evening which you spend, say, on a cloth-of-gold couch beside a fountain of sparkling wine with maybe a dozen or so of the most beau- tiful girls in the world who are wearing no clothing at all, or as little as you desire, and all of them your own per- sonal property for the entire night. I mean nothing is to be gained from lingering over that kind of thing, especially since nowadays we don't have much more of it, except on certain occasions for certain people. We can certainly prove that it does very little good for business, except in more or less high-level situations where a type of good will is involved. It is definitely not for the general public. I am glad we're through with all that because we have all certainly found out that business has to be kept on a high moral plane, except in certain situations. Well, as I started to say, it may be hard for some of us to remember how things were before XP. You might say they were sort of the horse-and-buggy days, to use a figure of speech. It was a simple life, and yet I guess in lots of ways it was a good life. But there is no doubt that XP changed things, as much I guess as TV did, though there aren't many people still alive who remember what it was like before TV. since that was more than fifty years ago. Well, why don't we go back to the beginning and roll it all up, as the fellows say, into one big ball of wax. In fact, when I look back on it, I realize that what you might call the Birth of XP all happened in practically less than a week, from Tuesday morning to Sunday night, and they are six days which you can be sure I will remember all my life. That and the Momsday Rebellion a year later are things which I will no doubt tell my grandchildren about, if 1 ever have any, though as you can understand I will have to cut out some of the jucier-type details. Why don't we start off. then, with that Tuesday morn- ing, in the spring of 1992, which was pretty much the last carefree morning I had for some time. It will help refresh our minds, too, on how things were back in "the good old days." Tuesday morning I woke up, as usual, to the sound of music. There were violins playing softly. Up ahead I could see the sun rising up over the Canadian Rockies. Little strips of pink clouds were moving past the snowy peaks. Down below was a clear mountain lake, and around it were pine trees, shak- ing in the wind. Over the violins I could hear my Mom say, "Darling, are you awake?" I said I was. "Then you'd belter get up, dear. It always takes you longer in the rain." "Is it raining?" I asked. Pouring. When I listened for it, I could hear it on the aluminum roof. The Canadian Rockies were beginning to fade out, but the sunrise stayed there and out of it came six beauti- ful girls, two brunettes, two redheads, and two blondes. They kept walking forward until they filled the whole north wall of my bedroom. I rubbed my left eye. which was sticky with sleep, and opened it. The stereo effect jumped the girls into the room and they walked right past my bed. They were singing "Wake up, wake up, you sleepy head!" and wiggling the way the Code said to, right to left and left to right, but not back and forth, which would have been immoral. I almost decided to put another tape on the alarm, may- be the "Sunrise Over The Grand Canal." The only thing was that the juniculi-junicula music made me billious be- fore breakfast. Copyright 19.il by Shepherd Mead. Published by Simon & Schuster 15 NOVEMBER 1954 Chapter continues on page 84 \ Tv puppets give Goebel more sell per dollar Boor In in spends bulk o multi-million hiiflgc't on air. gets 10% yearly sales rise g . ■ < ,... bed Brew in° i o. has show n .1 in- .11 mal sales im rease through- oul the past l."> /ears. Since L939 when Edwin I. Anderson became pres- idi mi "l the firm, Goebel has expand- ed From one plant producing 250,000 barrels in 1938, to four plant- with more than 1.5 million in sales in 1953. \\ bat has made this stead) growth possible ? "Main factors, of course, \iulci- — « • r i explains. "Bui much ol the credit must go in our use ol radio and t\ . I he Imlk ill Goebel's multi-million Goebel ad mgr., Graham, uses Brewster com- mercials for sponsor identification on tv. Puts 55% of its budget into tv, 30% into radio dollai budget (through Brooke Smith, I n n< h & Dorrance) goes into air me- I ssentially, ilii- Midwestern brew- "■i uses i\ in cover ii- top 1 2 oi so I'i'j-. ii\ markets, radio foi low cost pei ■ I .ni" i . n\ ei age "I it- entire dis- ii ibution ar< a. "\\ • ■ feel two things are ne essai \ toi successful aii media advertising, \i 1 1 • • I < I "la k < Iraham, < loebel s ad manage] . i"lil 5PONS( ir. "I irst ol all, year- round, consistent advertising im- pressions. Secondly, identification with t • • I • entertainment.' Here - how < >o< hel | Ian - ii- aii 40 strateg) i" achieve this dual objective: In its 12 or more vital big-cit) mar- kets. Goebel uses t\ programing as its most important advertising vehicle. During the hea\iest beer seasons — spring, fall and particularly summer — the firm seeks identification with major sports events. At these times. Goebel sponsors major professional baseball, football and racing events. I ii reach the non-sporting audience, die brewer supplements this coverage with package film drama and varietx program buys, sponsorship of live nighttime variet) programing. During the winter months, when beer consumption general!) drops. Goebel continues to keep the firm - name before the t\ audiences. \t t li i - time, Graham emphasizes package film and live variet) buys rather than -port event-. Goebel supplements it- I ig-cit) t\ coverage with beav) radio announce- ment schedules and some newspapei advertising. The firm use- radio to rea h consumers in medium-sized and small markets throughout the 24 -tale- Hawaii, Uaska and Japan, where < bel now has distribution. "I nlike most breweries, we tend to use radio programing rather than newspaper advertising in markets where we don t sponsor t\ shows," Graham told SPONSOR. Goebel ties together it- advertising in the air media b) u-e of Brewster, the firm's rooster trademark. Radio commercials open with Brewster's crow. Tv commercials are built en- tireh around the adventures of an ani mated puppet rooster called Brewster, This \ear. oven $50,000 of Goebel's I Please turn to pane 99 i Goebel sales lu/ures show sleuth/ upward trend: Y.ar Barrr ' Sales Sales Less Alic van-e; Profit Taxes Net Profit Earned Prr Share Common* 1953. . . . 1,578,905 $43,841,123 1,921 $1,28 - mr>2 . . 1,465,427 39,736,796 2 ,5 7 8 1,259,997 0.85 !.♦>.> 1 . . . . l,42i 99,221 2,503,175 1,171,722 ii.Ts 1950. . . . 1,258,333 30,925,323 2,92 1,824,637 1.23 mm. . . . 1.1 10,295 26,500,194 3,209,750 2,030,870 1.37 1948. . . . 1,022,274 23,700,461 2,586,204 1,626,213 1.08 1947. . . . 894,232 19,605,824 1,! 18,457 1,207 0.86 mm. . 12,949,984 1,475,789 925,348 0.66 mir>. . 18,755 10,542 611 ,7 0.28 mu . . . . 591 - 1 1,202,670 818,1 466,804 0.34 1943. . . . 541,265 9,704,815 856,185 8.468 0.32 1942. . . . 472,0! S 8,126,261 701,535 410,176 0.30 lUll . . 144,46] 7 807,607 - 1,243 480,870 1 Chart above records Goebel's steady sales incrca'e at rate of about 10% dur- ing past 12 years. Total dollar sales rise was 406% while net p-ofit increased 166%. Firm credits much of success to consistent, year round use of air. SPONSOR ;ip^; Goebel commercials shown her are examples of one of four leading puppet techniques: Below are 4 main puppet techniques: Pantomime puppets- made by Joop Gee- sink, are eight-inch tall plastic dolls with wired limbs, features (see left). They're "ani- mated" through stop-motion photography. Eefore each frame is shot, an animator ad- justs puppet's face and body according to action outlined by storyboard. Geesink works wirh U. S. advertisers through Transfilm, New York, exclusively. His commercials will be sold only to cne advertiser in each industry, such as Goebel Brewing Co. in ihe beer group. Realistic puppets that are miniature repli cas of people are produced by Globe Telefilm in Munich. These plastic puppets actually mouthe the words of jingles or commercials, although they too are ani- mated by stop-motion photography. Says Arnold Hartley of Globe Telefilm: "Top animation costs between $6,000 and $7,000 A puppet film using up to three dolls plus background costs some $4,500." His firm recently completed commercials for National Shoes and Ronzoni through Mogul. Electronic puppets are being made by Michael Meyerberg producer of the full- length feature, "Hansel and Gretel." Dolls' faces and bodies are activated by magnetii mechanisms inside the head. The sys- tem largely eliminates need for stop- motion photography. However, cost of the initial puppets is higher because they're activated through electricity. Meyerberg made a series of three com- mercials for Ivory Flakes, though his major work has been in films for theater distribution, rather than commercial tv. Headless puppets were pioneered by George Pal, one of the Hollywood originators of the puppet technique. His dolls are made with a series of different removable heads, each one having a shading of a different expression on its face. After each stop-motion exposure, Pal's puppet "loses its head," gets a new one, at the rate of 24 per second of film. His system could be defined as the "frame-by-frame " technique. Among the first commercials he made was Heinz "57" 's Aristocratic Tomato. 41 How In l. BUILD AROUND A CENTRAL THEME, CHARACTER: Chuckwagon < had,, was (treated applia 0( dealer. Cartoon version is used in '< film $ /WttOKRN AUTOMATIC °»$T l.vfisiiBs uNP to ^mwrn/mm 2. GET 'EM TO TRADE IN: United Gas suggested dialers bad up 15-day Bound-up drive a i Hi window displays of gas ranges, Chuckwagon Charlit emblem. Western trimmings 3. TIE IN DEALERS THROUGH MEETINGS, MERCHANDISING: To stimulaU dealer exc nniil, ,i whirlwind and put mi n specially written skit USE SATURATION RADIO AND TV: Air drivt was compressed ml" 16 days, included cements. Charlie's voun was used in nil commen case history i niiotl Gas' blizzard 1 cch j ^^/ hat (In \ (Hi do when : 1. You're in the gas business and your opportunity to sell gas i- lai dependent on the sale <>f ,^as ranges bj dealers. The dealers also carr) electric ranges. 2. Sale- of electric ranges are grow- ing rapidl) while gas is moving to the back burner. .'->. Everyone has a range to begin with. That's the position I nited Gas Pipe Line of Shreveport, La., has found it- self in in recent years. The company's solution to it^ multi- ple problems this \ear: 1. Make em trade in their old ranges. 2. Make sure it's gas they trade in for. 3. Make the campaign so dynamic the dealers are swept along in pushing gas over electric How did I nited Gas accomplish all this? B\ building its entire Old Stove Round-up promotion around a central character who sold the dealers on the campaign and the public on the prod- uct. Chuckwagon Charlie, the pivotal point of I nited's 45-daj blizzard drive, was the firms combination trademark, dealer goodwill ambassa- dor and radio-ft commercials spokes- man. Charlie i> a kimlU old genl in a 10- gallon hat. complete with Western leg- gings and handle-bar moustache. He is the symbol of the bard-selling, down- to-earth gas range dealer. From 15 September through 3d Oc- tober, Charlie was a- ubiquitous as the mesquite in the Southwest. "Charlie took the Southwest b] storm." a I nited Gas Pipe Line official told sponsor. *' Uthougb full effects of the Round-up won't he felt for some time, the response from dealers has been overwhelming. \ small-town deal- ip item everybody lias |kos consumers trade in old stoves for now gas ranges er told I nited, for example, that he's heen averaging the sale of one gas range a day since the campaign start- ed— a considerable improvement over his pre-Round-up record. The over-all figures haven't been compiled yet, but from all indications, they should be tremendous!" Selling an idea: Bozell & Jacobs, Houston. United's agency, gives radio and tv a significant share of the credit for the record-breaking success of its 54 Old Stove Round-up. "The air media are probablv un- equaled for their abilitv to dramatize a sales concept," Carl Storey, B&J vice president, told SPONSOR. "Chuckwagon Charlie was dreamed up a few years ago. We used a car- toon of him as our trademark, in deal- er display material and newspaper ads. But it took radio and tv to make him really live for our customers. "Selling a stove, after all can be a rather routine business. You've got to glamorize the idea — dress it up — make it exciting. With the help of radio and tv, people in the Southwest got to feel Charlie was like a neighbor. Just as they'd listen to a neighbor's recom- mendations, they listened to, watched and believed Charlie's sales messages." Each year, when the first leaves turn. United Gas launches a high-powered advertising offensive during a one- month or six-week period. The region- al gas company — world's largest han- dler of natural gas — attacks in the fall with good reason. Stoves are too hot a subject to bear much discussion in spring or summer. And fall tradition- ally is the season for the introduction of new appliance lines. United advertises the year 'round and has been using newspaper ads in an annual Old Stove Round-up since before World War II. But the Round- up was little more than a half-hearted attempt at a saturation drive. It usu- allv amounted to three or four ads and a few banners, pennants and display These are radio and television stations United Gas used: RADIO LOUISIANA KROF, Abbeville WHXY, WIKC, Bogahisa KSIC, Crowley KDLA, DeRidder K J EF. Jennings KAOK. KLOU, KPLC, Lake Charles KLIC, KMLB, KNOE, Monroe KANE, KVIM, New Iberia KREH, Oakdale KSLO, Opelousas MISSISSIPPI WAML, WLAU. Laurel WHOC, Philadelphia TEXAS WLOX, WVMI, Biloxi W)MB, Brookharen WCJU, Columbia WCCM, Gulf port WMDC, Hazlehurst KFDM. K|IM. KRIC, KTRM, Beaumont KDET, Center KIVY, Craekett KSIJ, Gladewater KCRI, Henderson KPRC, KTRH, KXYZ, KTHT, KYOK, KNUZ, KLBS, KCOH, Houston KSAM. Hunts Hie KEBE, Jacksonville KTX|, Jasper KOCA, Kilgore KVOZ, Laredo KFRO, KLTI, Longview KTRE, KRBA, Lufkin KMHT, Marshall KOSF, KSFA, Xacogdoches KCNB. New Braunfels KOCT, Orange KBOP, I'leasiiat,,,} KFRD, Rosenberg KCNY, San Marcos KWED, Sequin KANN. Sinton TELEVISION LOUISIANA KPLC-TV, KTAC-TV, Lake Charles KNOE-TV, Monroe TEXAS KBMT, Beaumont KGUL-TV, Galveston KPRC-TV, Houston KTVE, Jjongview Are gas ranges durable? Charlie proves copy point by practical test during in-store call on Biloxi, Miss., dealer Nathan Everett. Dealer calls were just one objective of 12-city tour cards for dealers. The 1954 Round-up, as planned by Bozell & Jacobs, cost about four times that of last year's drive. Radio and tv were enlisted on a large scale for the first time, and Chuckwagon Charlie stormed through 12 Southwest cities in his first personal appearance tour for dealers. The radio-tv barrage was concen- trated in just 16 days of the 45-day Round-up. Here's how it shaped up: On radio, nearly 10,000 announce- ments were used on 60 stations in 40 Southwest cities. The company bought every station in every town it serves. Six different one-minute e.t.'s and six e.t.'s of 20-second length were record- ed. On tv the company scheduled 200 animated film announcements on seven stations which cover 40% of the area served by United Gas. Both one-min- ute and 20-second commercials were used on tv. Commercials were pro- duced by Jamieson Film Co., Dallas. Both the radio and the tv drives were confined to the three states L nited Gas serves: Texas, Louisiana, Mississippi. The company spent about $17,000 on radio, $10,000 on tv during the 16- day period, or a total of one-third of its entire Round-up ad expenditure. Bozell & Jacobs Vice President Carl (Please turn to page 92) 15 NOVEMBER 1954 43 W WIOMRI/HilBOOK PART 8 THROUGH S Sponsor Service* tnv. 954 1954 Tv Dictionary Handbook is comprehensive reeoril of the television industry's vocabulary si-oNsou's 1!T)4 Tv Dit tionary /Handbook has been running in in stallments in regular issues since 9 August L954. The thousands of tv industry terms contained in this reference wen compiled by Herb Tine, advertising assistant professor, Notre Dame. voice do not spill over into other micro- phones. continut d SNAP il) Descriptive term defining right proportion of contrast and sharp- ness in a tv picture. (2) Cue to pro- jectionist to change slides. SNAP SWITCH An instantaneous cut from one camera to another. SNAPPER (1) An extra incentive to get the tv audience to react or buy a special product. (2) The payoff of a script. <3i The final line of a comedy routine. SNEAK adual fades of music. light, sound, dissolves, whose begin- or endings are barely percepti- ble. SNOW The ilukering of small lights and dark particli the effc snow m the picture. SOAP OPERA Serial programs on five days weekly for 15 nnnti: SOCK CUE level. Music coming in at peak SOCK IT Also hit it or punch it. To speak a word or line very forcibly. S.O.F. Sound on fiim. SOFT EDGE WIPE Wipe in which the boundary line between shots is soft- ened or blurred, often by shooting the wipe marks out of focus. The degree of softness can be completely con- trolled. SOFT FOCUS Soft and slightly hazy effect obtained by the use of diffusion disks or gauze placed before the cam- era lens: sometimes obtained by shoot- ing subject slightly out of focus. (See Racking Out of Focus.) SONG PLUGGER Usually a music pub- lisher's representative who promotes his firm's songs to tv talent, stations, agencies. SOTTO A direction to talent or per- sonnel to speak softly. SOUBRETTE A coquette: a feminine comic providing a foil for the leading lady SOUND BOOTH Booth with a micro- phone, -ii isolated that the sounds or SOUND CAMERA Camera for sound shooting (i.e.. picture and concurrent sound I , silenced so it won't produce camera noise; the recording camera in which the sound image is trans- ferred to film via a modulator and modulated beam of light or its mag- netic equivalent. SOUND DISPLACEMENT Difference in position on film between picture and its accompanying sound. 35 mm film sound is 20 frames ahead of its pic- ture. 16 mm is 26 frames ahead. SOUND EFFECTS Sounds other than synchronized voices, narrative and music, recorded on the sound track of a film. Usually occupying separate sound track prior to re-recording. SOUND EFFECTS LIBRARY Catalogued collection of commonly used sound ef- fects that might be required by the editing department of a studio: re- corded on film, disks and or imperfo- rated magnetic tape. SOUND FILM sound track. Film with a recorded 44 SPONSOR SOUND MAN Technician who pro- duces, either manually, electronically or by recordings, ingenious and realis- tic sound effects. Table or jeep: A movable table for sound effect device to be created in limbo. SOUND PRINT Any positive print from a sound negative. SOUND SPEED Standard frame-repeti- tion rate and film velocity for shoot- ing and reproducing films accompa- nied by sound. In standard 35 mm and 16 mm practice the frame repeti- tion rate is 24; the film velocity is 90, and 36 feet per second respective- ly. No standard repetition rate and film velocity have been adopted for 8 mm film with sound. SOUND TRACK Narrow band on one side of a 16 or 35 mm film for record- ing sound. Several bands may be used. Class A Sound Track Track which car- ries both positive and negative sound waves. Class A-B Sound Track Sound track with Class A recording for low per- centage modulation and Class B for high percentage modulation. Class B Sound Track Track one side of which carries negative half waves and the other side positive half waves. Control Track Supplementary sound track, placed on the film carrying the program material, to control the re- production of the sound track. Usu- ally contains a single frequency of varying amplitude or a varying fre- quency of constant amplitude. Pres- ently used to control the gain of the reproducing system in order to in- crease the effective dynamic range of the reproducing sound. Multiple Sound Tracks Sound tracks independent of the others and used for stereophonic sound recording. Squeeze Track Sound tracks of the variable density type. By means of variable masking, the width of the track is varied at a slow rate through- out the length of the track, thus con- trolling the reproduced signal ampli- tude. SOUR <1) Any off-pitch voice or in- strument that fails to come up to ex- pectations. (2) A tv show of poor qual- ity in content or talent. SPACE STAGING To plan or place scenes advantageously so that camera and mike coverage can be easily han- dled in one studio or by a limited num- ber of cameras. SPECIAL EFFECTS Miniatures, dioram- as and various electrical and mechani- cal devices used to simulate impressive backgrounds, massive titles. Any trick device used to achieve scenic or dra- matic effects impossible of actual or full-scale production in the tv studio. SPECIAL EVENTS Tv programs of great news interest, usually not regularly scheduled, such as sporting events, meetings, parades. SPECS Short for "specifications," the dimensions and/or cost of sets, back- ground to be used on tv show. SPEED < 1 ) Term for the magnitude of light transmission of some part of the photographic system, an emulsion or lens. (2) The correct speed at which a film mechanism is made to run. The cry "Speed!" means that a sound or picture camera has reached synchronous speed. The signal for the call "Action." (3) Speed film passes through projector; two normal speeds, or 16 frames per second for silent; 24 frames per second for sound film. Tv film is usually projected 24 frames per second and electronically upped to 30 frames per second in the tv sys- tem. Emulsion Speed Sensitivity of a pho- tographic emulsion to light. Lens Speed The f/number, or light admitting index of a lens, based on geometrical considerations and not the light absorbed or reflected during its passage through the lens. The trans- mission of the lens and its light gath- ering power is measured by a T num- ber. SPELL A LINE or SPELL AN ACTION To deliver an action or a line meticu- lously accenting each movement and/ or enunciating clearly. SPIEL or SPIELER The commercial and the announcers or talent who deliver the commercial. SPILL Light or glare overflowing from one scene or set to another to destroy light balance. SPLAYED Flats, light, props set at an acute angle, rather than parallel with the background in a tv set. SPLICE To join together two pieces of film with film cement; also the joint itself. Butt Splice When the ends of two pieces of film are made to butt against one another, they may be joined by fastening a patch across the line of abutment. This type of splice tends to be insecure and is seldom used ex- cept in the cutting of picture release negatives when it is important to re- tain frames which would be lost in a lap splice. Lap Splice When the ends of two pieces of film are made to overlap on one another, they may be united by applying film cement to the overlapped area, any emulsion present having been removed. The cement then part- ly dissolves the base over the area in contact and produces a joint which is in effect a weld. Lap splices are of various widths, the wider splices being known as positive splices and the nar- rower as negative or sound splices. Negative Splice A narrower type of lap splice invariably used for splicing negative or positive original-picture material, in order to make the printed- through image of the splice invisible (or, in 16 mm, as little visible as pos- sible) under all normal projection con- ditions. Negative splices are also used in making recording prints. Positive Splice A wider type of lap splice, often used by film exchanges in the repair of release prints and mis- takenly supposed by many projection- ists and editors to be stronger than a negative splice. (Dictionary continues page 104) SPONSOR'S tv dictionary in book form will be convenient reference containing thousands of hen industry ternts From "AAA A" to "Zoomar lens," SPONSOR'S tv dictionary in book form will contain literally thousands of key tv industry terms. The book version will be published after the complete dictionary has appeared in installments in regular issues. The book is designed for your convenience as a reference; cost is $2 each. You may reserve your copy now by writing to Sponsor Services Inc., 40 E. 49 St. 15 NOVEMBER 1954 45 Crosby sings and talks in radio's most winning new show — five nights a week, fifteen minutes a night. And whatever he talks about, there'll be guests to fit every subject : show business, sports, philosophy, or a word or two on the ponies. Coming at 9:15 ( est ) it fits right in the middle of a fabulous CBS Radio line-up that's exactly right for informal nighttime listening. Just before Bing, on various nights, there's Perry Como, Stop the Music, Rosemary Clooney. Right after him, every night, the Amos V Andy Music Hall. This is the crowd that draws the crowd, and the sponsor who sells here is wise. For with The Bing Crosby Show the advertiser will find himself pleasing all the people who'll buy his product. . . (as well as the people who sell it) . And when so many enthusiasts get together, costs come out next-to-nothing! TOPS in PITTSBURGH 5 Times in a Row! Once again — for the fifth straight time since joining CBS — KQV leads all other Pittsburgh stations in pro- gram "firsts," as measured by Pulse Surveys. We're flying high, and our clients love it, but we're continuing to add muscle to the hardest working pro- motional and merchandising pro- gram in Pittsburgh radio. In addition to KQV's strong, in- Store merchandising tie-ins, we're plugging program listings with large ads in Pittsburgh newspapers seven days a week. Better contact KQV or your Raymer man pronto for details. New developments on SPONSOR stories CBS Radio m I in Pittsburgh 5000 W— 1410 KC National Representatives: PAUL H. RAYMER Company See: Issue: Subject: Wh.ii advertiser* should know abonl farm radio l auto- 1>\ I . S. farmers i- five percentage points higher than the national average, according to the 1(.>">1 "Automo- tive Survey" of Crowell-Collier Publishing Co. The figures: 7!!', of farm homes I 1,524,000 homes) 2.7'<. But back in 1940, according to the Whan stud\. the situation was reversed. Then, 21.7', of urban families had a car with a radio in it: onlj 12.1 ', of farm families had radio-equipped autos. Farm radio veterans feel the above figures add up to this: I lie high auto ownership and high auto radio saturation in farm house- holds increases farm radio- ahilih to reach its audience through out-of-home listening. Also it affords extra values to automotive advertisers, from cars and gas to tires and batteries. See: Ti special effect* Issue: '* September 1954, p.;^< ."» 1 Subject: Tips <>n _money-«avin| ins special effects itch- Beer used as -now. stockings made into ghosts, inner tuhe- con- verted to worm- these are some of the props used b) W( \l -TV, Philadelphia, in achieving eye-catching special effects at \er\ little cost. Thej weie described recentl) b) Charles Vanda, W(.\l -l\ television v.p., before an NARTB meeting in Philadelphia. "One ol our sponsors," said Vanda, "is a women'- apparel shop. One of the trick- we use in the summertime to -ire-- coolness is a howl of goldfish. We then superimpose the model over tin-. "A trick we've u-cd to sell a lot of raincoat- i- a glass of heer. Here'- how it work-: We have .i vertical invertei switch for upside down effects. We focus on the freshly-poured glass of heer and then invert the image, making it somewhal out of focus. 1 he result looks exactl) like rain or -now. To ^i\e a life-like element in introductions and intermisstons for an animated cartoon series, W(\l - 1 A created "Willie the Worm. "Willie" is half an auto innertube worn on the arm and decorated with teeth, eyeglasses and so forth to look like a worm. Black -ilk stockings arc used to cover the head of a child who becomes "Ghost Rider" and i- featured during Western films. "Ghost Rider" promulgates rigid rule- ol good conduct to which 18,000 Philadelphia children have subscribed, Vanda asserted, Othei trick-: Warm water is poured over m n This Week in Sports INS Heard- Metrotone l? mm Touchdown MCA Tel Ra 30 ml*. Worlds Greatest Fighters la Actions The Big Fights The Big Fights IS min VARIETY Bride A Groom Date with a Star' Movie Museum Guild Films Guild Films 15 mi*. Consolidated Tv Geo Bagnall IS min. Sterling Biograph IS mln. WOMEN'S Its Fun t* Reduce The Sewing RfMBJJI Guild Films Zahler Films Guild Films Centaur IS mi*. 15 ml*. n m 15 min. 39 30 ml*. 39 30 mi*. 3* 30 mi*. ■ 30 min. 52 30 mln. 2* NEWS Adventures In the News Sterling Telenews IS ml* 26 PANEL Answers for Americans Facts Forum Hardy Burt 30 min 52 SPORTS 26 Not set 52 13 52" 13 13 39 S2 52 13 52 39 26 26 3* 13 rtlfornU, K. T. ( n and Blniharntan. Other markets mil. to local sponsors 'Sold to Pacific Telephone ta markets available to lor. Mrallible In color «Arailable 1 September SFm-mfrij- Iriscm- rati Inr. «39 tn hlark A yndlrator tu ntltes all tv film mfm-matlor. on new films. 52 s- i tilm ru 5 1 SPONSOR Midwest Division 342 Madison Ave. 1 37 North Wabash A< Now York 17, N. Y. Chicago 2, III. 6706 Santa Monica B!vd. Hollywood 38, Ca Agents for the distribution and sale of Eastman Professional Motion Picture Films: W. J. GERMAN, INC., WSAU-Tv WAUSAU, WISCONSIN T1°T A ABC • DuMont CHANNEL 7 89,800 watts 1,921ft above sea level 540,000 population $662,899,000 spendable income 152,000 homes Repre lenled by MEEKER, TV. »J»»r York. Chi . los Angelei. San f ran. Stockholders Include R \l)io STATIONS: WSAU- WFHB - WATK M WSPAP1 lis \\. in-. in Dailj Record-Herald Marsh Acid News Herald Wis. Rapids Dailj Tribune Merrill Dailj Herald Rhinelander Dailj N>«> Anligo Dailj Journal OWNED AND OPERATED BY WISCONSIN VALLEY TELEVISION CORP. 6TI mes i nl tawfe Kunks on film: One discernible trend in the fast moving syndicated film business i- toward film Bhow sponsorship l»\ hanks and other finan- cial institutions. Rig businesses on the local level, hanks want dignity, prestige and inti- mate entertainment on their tv shows. These requisites point the way to film. In a spot check of a dozen of the biggest syndicators, sponsor found that most syndicators ranked banks second or third I usually behind brew- eries, petroleum and/or chain food stores, in number of film series bought. Ziv said it would estimate about (> or 7% of its shows in medium-sized and minor markets are bought b) banks: that the figure probably would be higher except many of its shows are bought by multiple-market spon- sors, depriving single-market sponsors of chance to buy the film. Guild Films says 25% of the 200- odd Liberace sponsors are banks. "Banks got into tv originally through Liberace," one Guild executhe told SPONSOR. He said new depositors drawn to the bank by Liberace de- posit an average of $280. One lady, he said, opened an account for S13.000. "Banks like film shows," sa\s Guy- Cunningham of MPTv. "because they are naturally conservative. Film shows allow them to view the program a week or so in advance and. if thej feel it's necessary, to edit out scenes the) don't think are dignified enough. You've probably noticed." Cunning- ham continued, "that most of the shows bought by banks are of a pres- tige nature with fairly well-known stars. Bank- don't stick solely to adull shows, Cunningham noted. Often the) sponsoi children's programs, tying in w ith -< hool thrift plans. \\ alter Scanlon ol CBS I V says one reason hank- are turning to t\ film -hew- i- because they're jetting more competitive. "Hank- have increased their advertising budgets considerabl) since t\. 1 would guess." he said. Scanlon has a tip for film salesmen who want to sell hanks a syndicated -how. "Don't high pressure them." he advises. "Hank- have too man) facts and figures at their command. I think salesmen have most success with hank- when the) act more as ad or film i on- sultants rather than as salesmen." Million $$$ givfatvay: .National Telefilm Associates isn't having a very tough time lining up stations for its million dollar giveawa) gimmick. Bv 12 November VIA had about 10 -ta- tions definitely signed with about a dozen more said to be all read) to Bign. Originall) the firm set as a goal 100 stations, has boosted it to 150. Giveawa) deal works like this: NTA will gi\e awa\ $] million in cash and prizes. Contest i- for viewers of the stations which buy a group of NTA properties; if a tv station signs up for the package of films, it gets the con- test free. Contest itself revolves around entry blanks which viewers pick up at sponsors" -tore- or at the tv station. \\ ith the entry blanks viewers play a Tic Tac Toe type of game. Of cour-e onl) one station per market can pick up the deal. The contest will break everywhere at the same time — 17 January 1955. It will run for 17 weeks, during which there will be a "controlled" number of weekb prize winners in proportion- ate amounts in each participating city. Irli.vl at u-ork: Diversit] in types of shows being put on film toda\ is illustrated by Rov Doty's show: he's an artist well known in radio-tv circles for his work in tradepaper advert i-- ing. Doty, who for the past year or so has had a daily live show on WARD. New York, ha> adapted the show for film syndication. Production, called The Adventures of Damn Dee. features Doty beside a big drawing hoard. As he tells a stor\. Dot\ draw- picture in cartoon Style. \- soon as one picture is done. ripppp off (dines the sheet of paper and he's on to the next drawing. The film show. 39 weeks of which have been completed, has been -olil in Chicago and Philadelphia to Pea Cand) Co. Vlthough a 15-minute dail) version is done in New i ork live (sponsored by Coca-Cola), the filmed series rims a half hour. * * * 54 SPONSOR ZIV-TV la THE WORLD'S MOST I 1 NOW READY TO MAKE SALES FOR YOU/ f /r ZIV's GLORIOUS NEW TELEVISION EXTRAVAGANZA... "THE s THE BIGGEST AND MOST ELABO ERIES EVER PRODUCED FOR LOCAL SPONSORSHIP ?*STHl Dm 4/Vo Of 58 SPONSOR (Continued from page 14) throughout the show — only during my segment; what's a 'cume' rating mean to me?" The answer is nothing. So Mr. Sponsor had better stick to reading the light type and forget what appears up big and black (including the trade releases). From the above advertiser's standpoint, it would be just as relevant to pay attention to a "cume" rating on Groucho, Justice, and Dragnet (what a lovely thing that would be!) as it is to do likewise on a multiple sponsored hour or longer vehicle. Examining a specific instance, let's look at Ed Sullivan vs. Colgate Comedy Hour. Ed Sullivan's average audience in the September Nielsen was 28.8 while the rating was 37.1. Colgate in this report earned a 30.2 average audience with a 38.6 rating. Each Colgate product gets but one chance at the audience in one place on the show — in other words, it has the opportunity to make an impression on average audience only. Not so with Ed Sullivan's program where the Lincoln-Mer- cury dealers get the benefit of the entire hour's program. In other words, what we might label the A.I.Q., Advertising Impression Quotient, of Toast of the Town is a far more valuable entity. Here are a few figures for you to conjure with: September Nielsen Program Average audience Nielsen rating Telltale Cine (half hour) 16.3 17.8 Colgate Comedy Hour (full hour) 10.2 25.0 Lortfta Young Show (half hour) 24.9 27.4 Lux Video Theatre (full hour) 24.8 31.3 Bed Skelton Revue (1st half hour) •>4 2 26.8 Gillette Fights (50 minutes) 24.3 30.1 Schlitz Playhouse (half hour) 20.7 23.3 Stage Shoiv (full hour) 20.3 29.1 Lichman's Spectacular "Lady in the Dark" 25.3 39.1 If you enjoy fiddling with numbers, these should amuse you. * • • 15 NOVEMBER 1954 Represented by H-R TELEVISION, Inc. 59 POT HOLDER SPONSOR Marshall-Wells H ^Gl NCY: Din i VPSUL1 I \H HISTORY To test the pull of its radio show, Michael Shane, broadcast once a week ovei (IK Kamloops B. < the MarshaU-W 'ells Hardware ttore of- tot holdei to every customet entering the store the next day. The ttore stocked LOO pot holders to prepare foi the event. H\ 9:30 the next morning, the managet reports he had given away Ins complete stock ,./ pot holders. IU 11:30 a.m. he recorded over 100 inquiries foi them. He took a special announce- ment ovei < IK i<> explain his predicament and renewed tin- .slum foi an idditional L3 weeks. < Mi Kamloops, I! • PROGR \M: Michael Sham results AUTOMOBILES SPONSOR: M i ( . Thompson M,\ M \ : Direct I VPS1 M CAS1 HISTORY : Late last spring Homer C. Thompson, a Santa Barbara lord dealer, bought up 1 3 Ufa L953 Fords. !!>■ scheduled two announcements daily on Mutual' s Game of the Da) to advertise them. Vo nilui medium was used. Within two weeks all L3 cars were told, bringing Thompson a total of $25,000 in sales jot an advertising cost of only $100. Says Thompson. "Radio did tin' trick foi us, despite the fact thai we were offering only $500 off the list price, while Los Ingeles dealers ueie advertising up to $750 off." kin; rbara PROGR VM: Gam< of the Da\ WADING POOLS SPONSOR Pepsi < ola Bottlii VG1 N< 'i D I M'-i II CAS1 HISTORY The phone didn't slop ringing foi weeks at the Montgomery, [la, Pepsi-Cola Bottling Co. aftei wading pools were offered this past summei on radio. Pepsi-i ola bought 90 announcements ovei " s/ ' to push L50 wading pools. Listeners could get a pool in exchange foi 24 bottle tops and $3.98. The 150 wading pools urn- disposed o) in record time, the bottling company reports, adding: "Certainly, oui mer- chandising department should be congratulated on the job it did. lini we also realize " s/ I had a great deal io ilo with thi sin i ,ss oj oui promotion." MEAT SAW SPONSOR: Vm< rican Poultrj Joui rial \GENI ^ : Shaffer, B renin Margulis, St. « VPS1 I I I \H HISTORY : In a recent subscript drive the American Poultr) Journal offered a free met sun to an\ listener subscribing jar a two-year p< The offer mis made six times over a two-week period o the Farm Review shou ovei KCBS, San Francisco. A a direct result, the publication reports it told 693 sul sorptions. The Journal wrote KCBS, "} our handlin of our advertising has been outstanding, ns are the n salts. ) oui interest in the problem involved and \ou awareness of what is needed to pi mime results are bot exceptional." Cost was $480. Kt I5>. San Fram is I'liui.K \M: lam, CHICKEN FEED SPONSOR: I nivereal Mill- VGENt ^ : Sim ns & Simon i \I'M I I. ( W! HISTORY : To push sales of its chick feed, Universal Mills derided to give an ay one jm for every pound of chicken feed purchased. The oi was made only once on I niversal's news slum, iron three days a week at 6:30 a.m. over KTSA, Sun Antonii To get the free chid, customers had to mention they, ha heard the offer over radio. Aftei the single annouru ment had been made. 32.000 lbs. oj Red (.hum (,n>-\ feed were sold, and 32,000 chicks were given away ( of the single broadcast uas $36. KTSA, San Vntonio PROGRAM: 6 WINDSHIELD RAGS SPONSOR: \ ictoria Supi i Service U.I A' "> ' VPS1 I I I W HISTORY: The manager of a gi station in I ictoria. H. (... buys one participation a m in the Shell news broadcasts to highlight special servu or products at his station. To sell an anti-mist shield wiping rag at $1, he used a total of jour annoutu incuts during a fourrweek period. Total cost uas $3 Is a direct result of the advertising, Clooney Jon< manager, reports that 200 of the rags were sold. Th represents a sales-to-advertising ratio of heller than i to one. CJ\ I. \ ictoria, H. < I'K'H.KWI: I'jrtiril STORE OPENING SPONSOR: Pigglj Wiggl) U;EN< \ I \l'-l II CAS1 HISTORY U hen the Pigph " Super Market chain opened a new store this jail Indianola, Miss., it promoted the event via u> announcement schedule over \\ \ I. \ and a single papa ad. i total of lol announcements acre used pri to opening day, and 1!! five-minute in-store broadc were aired during the lust two days of the store s lion. Total cost of the radio schedule uas >227. India ola's urban population totals 6,000 people, but di the ttore's lust two days ovei 7,000 cash register were recorded at the neu super market. \\ -I V Mnnl son* n PR< IGRAM: \.m ■ \\ \l \. Indianol .. M,- PROGRAM: Vnno, In-store lirnatl Like umbrellas on State Street WHDH is a habit in Boston Several novelists became famous lampooning Bostonians' unique tastes in clothing. But you can't lampoon the fact that unique Bostonians spend over $225,000,000 annually on clothes. As a powerful independent station, WHDH is in a perfect position to program to Boston's unique tastes. It does . . . and so successfully that WHDH is a habit in Boston. Next time you have a product or service to sell, buy time on the one station that's a habit in Boston... WHDH! REPRESENTED NATIONALLY BY JOHN BLAIR AND COMPANY WH 50,000 • BOSTON • 850 ON THE DIAL W A I I 3 Owned and operated by The Boston Herald-Traveler Corporation TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) WJHP-TV Channel 36 § § § 62,500 UHF SETS-IN-USE § § § ABC • NBC • DuMONT Television Networks § § § For rates, availabilities, and oth- er information, call Jacksonville 98-9751 or New York MU 7-5047. § § § WJHP-TV JACKSONVILLE, FLORIDA 276,000 watts on Channel 36 Represented nationally by John II. Perrj ./•.s'"; agency profile Donald K. Clifford President Doherty, Clifford, Steers & Shenfield, New York 62 Don Clifford, president «>f DCSS, has found a wa\ o\ combining business with pleasure twice a year: taking clients fishing and hunt- ing at Big Wolf Lake in the Wlirondacks and golfing at Pine Valley. His everydaj routine is not half so restful, lie -it- in on creative meetings, planning sessions, industrj meetings; maintains daily client contact. Has this heavy pace paid off? "Well, we still have two of the big accounts we started with 10 years ago," says Clifford. They're Borden's Pioneer Ice Cream Division, and Bristol-Myers Co. "Of course, our billings have grown since then: over S3 million in l'H 1 to HI million tin- year." Todaj l\ accounts for the biggest portion of !)(!>> over-all bill- ings. Here's where the agency's clients spend the $11 million: -lu' , in t\ : 21', in magazines: l.'V, in radio: 23^5 in newspapers, outdoor. "Percentagewise, we're not heav) in radio.'" Clifford added. "Hut we feel our clients are getting a lot for their money. They're get- ting a loyal housewife audience that daytime network radio still delivers at a ver) low cost-per-1,000." I )( !SS clients co-sponsor two daytime network shows on CBS Radio: Bristol-Myers has Xora Drake and Pharmaco has Hilltop House. Clifford thinks that the female i- tin- vicious member of the spe- cies. "Take t\ mysterj shows," says he. "Why, they've got a- many women as men in the audience. That's win we put family-use products on who-dunnits. We gel -how identification at a relatively low cost for t\." Long before t\. Clifford got into advertising on graduation from Harvard Business School, "mainlj because I was offered a job in an agency." Don Clifford Jr. ha- just started Harvard Business School this fall. "But he tells me he'- going to -ia\ awa\ From Madison Vvenue." Clifford began to tell aboul hi- two daughters, stopped, glanced at hi- watch. It wa- fixe o'clock, hut outside his Empire State office, Fog and iain < a-t an earlj evening gloom into the room. Clifford ignored the weather. "Excuse me. please. I've pot to run. This i- a golf weekend." * • • SPONSOR ,. I ^e* «f ^ ■» ' w„ i i i : i . - i »- \*S >$ss^ N$$$^ ^8*- xhsssss* Big Mike is the physical trademark of KFAB Nebraska's most listened-to-station r^ £ One of the biggest jobs in Big Mike's area is pro- cessing many of the crops that come from the rich J fields of the Midwest. A big part of that job is done by the thousands of people working in the feed and flour mills of Nebraska. After leaving the mills, the feed goes to thousands of feed lots and poultry pens throughout the land. The flour, produced by Nebraska's mills, ends up on tables all over Amer- ica. The folks that work in the mills, like all Ne- braskans from field and factory, count Big Mike among their friends. For more details on the KFAB- Big Mike story, see your Free & Peters man, or talk to Harry Burke, General Manager. \ \\\\ \ 1 1 1 1 1 1 1 \ ^ ./ (i forum on questions of current interest to air advertisers and their agencies (an the niooff ni u proyrum — especially « tense «nd serious cf ret iimi — put the audience in the tcrony frame of mind for reeeptiveness to selliny THE PICKED PANEL ANSWERS ATTENTION RECOVERY IS QUICK By Harriot B. Moore Director of Psychological Research, Social Research, Inc., Chicago Drama and fic- tion of all sorts can arouse very deep feelings and particular orien- tation in an audi- ence. Neverthe- less, for nearly everyone the • vents are not real, and recovery of attention is quick. Contrary attitudes and feelings are easily aroused: the tears of the drama rarely last even to the theatre marquee, or through the closing an- nouncements of the television show. The principal negative reactions of u audiences to interrupting commer- cials are resentment and indifference. Rathei than failing to respond to the i ommercial because the audience is I"" tense 01 too thoughtful, non-recep- tiveness to sell seems caused b) reac- tions ii> the existent <■ ol a commercial or the particulai commercial. Our Btudies point cleai K toward a pi imarj obsta< le to an) i ommen ial interrup- tion of g I entertainment. This is compounded when the commercial fails to be meaningful, or when it- mood is so Bimilar to tin- program tli.it tin audience does nol change pace emotionall) . I he problem then de\ olves back t<> one of meaningful and impactful ad- vertising. It appears that the dramatic or fictionalized program is less inflexi- ble than some others — the news pro- gram, for example. In that case, the tensions and unhappiness aroused claim particular attention from the au- dience, since it is about the real world in which the audience experiences frustrations and calamities. In this setting, the commercial can strike the audience as futile or petty or ignorant of them and their lives. It is extremely important that an) commercial interrupting a program provide a moment and a clue for the audience to become oriented to it and that it then proceed to do and sav Relax audience to sell? Recently, an adman stated to sponsor he would never bu\ a dramatic show to sell an auto- mobile or any other high-priced item. Such a program, he said, tends to make people tense and unhappy, and this is not the mood in which the) are apt to be receptive to the idea of mak- ing a big, luxur) purchase. The) should, he maintained, feel cheer- ful and relaxed when the ad mes- sage comes on. sponsor felt this statement merited further dis- cussion, invited the reactions of a panel oi psychologists and ad- men. Here are the \ an ine \ iews. things which are meaningful to the people watching. All other things be- ing equal, contrast in mood seems a valuable technique for providing a solid base to such beneficial commu- nications. SAD" PLAY HAS ITS PLACE By K. C. Zonsiiu Director of Advertising, Coodyear Tire & Rubber Co., Akron. Ohio \\ e do not be- lieve that a seri- ous drama puts the audience in the wrong frame of mind for reeeptiveness to selling. A play w ith a good -to- r\ which is well- and well-cast will hold the- \\ e believe it in\ okes the Feeling that it was a good plav and that the sponsor secure- business- through its established distribution. We think the sponsor of a television* drama program must be careful nol to. have a series of plays that would be* depressing. There are many families across the countr) that ha\e a nag- ging, mood) Aunt Tilly. Her sad voire competes with her sadder and. at ti imaginative stories. She can empt) a home faster than a fire. It is the sight alone of an Aunt Till) that makes people want to leave quickly. Similarly, a television audience can be soared awa) In a series of imag- direeted audiena 64 SPONSOR inative, sad and depressing tales. A general drama series which he- roines typed so that it is all New York or all Hollywood, all oil-beat or all sad is ignoring the lives, minds and interests of the millions of people liv- ing in the 3,000 miles between New ^ ork City and Hollywood. The television audience of today is well-informed, has wide interests and a desire to expand its daily problems. Therefore, a so-called "sad" play has a place along with the comedies and musicals. PUT "SELL" AT SHOW START By B. H. Collins, Jr. Tv Diiector-Producci Abbott Kimball Co., ISew York Quite obviously it "can" and many times it "does," but I think you meant to ask whether it could or "will" do so regardless. To that I would have to say it tends to . . . more so than any other type of programing . . . but I think there are ways of overcoming this. One step, when it's possible, is to put the meat of your selling before and after the drama, not in the middle. When the big commercial does have to follow the "cliff hanger" sequence, it can be made more meaningful with ll) proper transition, (2) deft inte- gration, or both. I Naturally, the na- ture of the product or service being advertised presents certain limitations, too.) In the long run, the commercial it- self is the important thing. If it is clear and well-presented, and if it's in good taste, it will register with the viewers regardless of the nature of the program. The moodful and sus- penseful dramatic show does add an obstacle not present with variety shows, reviews, panels, comedy, and many others I because it is a more sus- tained mood I . But I think with a good commercial, properly placed and taste fully integrated, that obstacle can gen- erally be overcome. I suggest that Westinghouse Studio One is a good example . . . and, in this instance, I give much of the credit to the verv palatable use of the background music theme. * * * NOW, more than ever... QUALITY COUNTS in the East. • • • I I d The superior QUALITY CONTROL consistently maintained by MOVIELAB on all film processing assignments has earned it the jealously-guarded reputation of being the "QUALITY LABORATORY" in the east. More producers, cameramen and technicians throughout the east put their trust into Movielab's "KNOW-HOW" and "personalized service" than any other. Get to know Movielab— for this is the standard by which all film processing is judged. SE R VI CES FOR YOUR SCREENINGS flOUND Negative Developing Ultra Violet and Flash Patch Printing Quality Control 16 mm and 35 mm Release Printing Title Department 25 Cutting and Editing Rooms First Print Department for Color it's... Three Channel interlock projection •16 mm 17V/2 mm & 35 mm tape 16 mm & 35 mm interlock projection MOVIELAB FILM LABORATORIES, INC 619 West 54th Street. New York 19. N. Y. JUdson 6-0360 15 NOVEMBER 1954 65 Kf>ft 1 salt's lircdl, record* as It murks tilth anniversary There was a happj dual-anniversarj celebration in Pittsburgh a few days ago. I.. K. Rawlins, general manager ..I kl)k\. celebrated his second anni- \ ersai j . and the station, its 34th. "October of this yeai was the most successful month of the most success- ful year of local sale> in the history of kl>k \." said Rawlins. "I ntil last month the high had heen October 1950 when the three Pittsburgh newspapers were on strike. . . . But last month we beat October '50 local sales by 17%." kDKA's best year for local sales also was 1950, Rawlins said. But in the first 10 months of 1954, local sales are 519? ahead of the first 10 months of 1050. Local sales accounted for 19% of kllkA's revenue in 1952, should hit 36^5 this year, Rawlins believes. The station has managed to boost its local revenues two wa\s. "First," says Rawlins, "by getting out and working at it. And, second, b) raising — not cutting — rates. We've raised our rates twice since I've been here. We've got a good product to sell and I don't like to see it cheap- ened by price slashing." • * * firoup insurance plan offered to radio, tv firms E\er\ radio and television firm is eligible to participate in a group in- eurance plan announced l>\ The Ra- dio-Television Industry Group Insur- ance Trust Fund. Donald I.. Shepherd, administrator of the non-profit tru^t fund, said everyone who is a radio or tv com- pan) employee is eligible and that no medical examination i~ required. He pointed out that the plan offered employers a good opportunity to aid their employees and their families at a cost of as low as 25c weekly for some employees. In addition, he said, group insurance premiums for em- ployee benefits are allowed as busi- ness expense tax deductions. Trustees of the plan are Stephen Elliot, president of Elliot, Lnger & Elliot, Inc., Film Producers, and Nor- man R. Glenn, editor and president of SPONSOR. Address of the firm is 50 East 42nd Street. New York. * * * 101 if in t: I III.OR: M'KV-TV lus a spare cam- era; .i slide chain; a film projection chain. iWk^ emphasizes that cost of cial adjacent to or within a black-and- chrome in terms of rack and control panel equipment. However, it wasn't necessary to enlarge the control room. While one videoman monitors two or three monochrome cameras, each color camera requires a fulltime man. Reason: The two cameras employed in color production must be carefulK adjusted to keep them in balance with each other at all times. Camera technique: Biggest headache is camera warmup time; it takes the station three hours to align the two three-tube cameras (it takes 15 min- utes with monochrome). This is one big reason wh\ the station feels even- tually all transmission will be over color equipment; it won't pay to warm up color cameras for, sa\. a commer- equipping l"i live color will \ar\ wide- ly I rom stat ion t" Btation. > < ontrol mi, in experience: fhe Okla- boma • ii\ station - basi< 1 1 aining for ii- technit al Mall included i rips to NBI rV, New York, and R< V I am- den. I he station's engineers saj the) *ve Found no insurmountable prob- lems. I!.i-i< difference is that, in most cases, the) work with three circuits as opposed i" one in black-and-white. ( oloi geai takes up about two ot three times as mu< Ii room as mono- white show and maintain monochrome equipment in operation at the same time. Lighting'. Twice as much lighting is needed bj \\ k i -T\ for color. \nd the station has to watch "balance" much more < losel) . w ith lighting as uniform as possible throughout the entire area. Inere's extra heal generated. ~a\- \\ ki^ -T\ . but not so much that the station - existing air conditioning equipment can't take care of it. months' experience Production : Rehearsals take about four times as long for color as for monochrome, but the station believes that as it becomes familiar with color this time will be reduced. Scene design, costumes: Sets are no more expensive nor costumes anv dif- ferent from those used for black-and- white. Clever technique: WKY-TVs art department gets variety into scen- er\ design b\ covering backdrops with colored paper on which colored chalk is used to render designs. In using chalk the station believes it has found a faster, more efficient way to design sets than b\ working in water colors or oils. The paper can be removed and replaced, thus assuring flexibility without keeping a large number of backdrops on hand. Sponsor reaction: \\ K\ I \ says the first sponsor reaction indicates that advertisers will willing!) underwrite the added cost of color. This cost, \\ki-T\ believes, will eventual!} sta- bilize at 10 1 1 » 20' I more than for monochrome. Currently, advertie on Cook's Book, the station's major dail) color presentation, are being charged v7u flat per participation ular announcement rate tor this time bracket i« SO0. Ie~» frequency dis- counts I. * * * 66 SPONSOR this is... Briefly . . . Accustomed as they are to tall struc- tures, some New Yorkers nevertheless were awed recently when they gazed upward at the 1,572- foot tower of KWTV, Oklahoma City, said to be tall- est tv tower in world. Pointing to the top is Edgar T. Bell, executive vice president and general manager of the station. The New Yorkers in the pic- ture are (1. to r. ) Edward P. Shurick, CBS TV director of station relations; Frank Silvernail, BBDO, and Ruth Jones. Compton Advertising. -» * * A promotion piece sent to advertis- ers and agencies by WIBW. Topeka. has a big red spot on the outside with the heading, "Are your Kansas selling problems too hot to handle?" Open up the folder and inside is the advice, "Then hire WIBW." To point up the idea there's a real hot pad enclosed. Now they even have telethons for children. As a special all-star salute to five years' work of United Cerebral Palsv. WOR-TV. New York, staged a children's I CP telethon in conjunction with the fifth anniversary of WOR- TV's Merry Mailman Show. Among others appearing on the telethon — which lasted 105 adult-sized minutes — were Robert Rogin (1.1, president of New York City Cerebral Palsy, who gave a public service plaque to Gor- don Gray. WOR-AM-TV general man- ager ( r. I . In the center is the Merry Mailman. Rav Heatherton. in a RICH CANADIAN PRIMARY MARKET COVERAGE AREA GREATER LONDON plus A & B BONUS No. of Homes 29,728 147,575 98,501 No. of Sets 9,879 47,038 33,589 % of sets tuned to CFPL-TV 95.9% 77.2% 19.38% CFPL - Effective radiated power — 117,000 watts. For full details, rates and facilities, contact Weed & Company in U.S.A. and All-Canada Television in Canada. •From surveys by: 1. Telerctings, Elliott-Haynes Limited, May 30th— June 5th, 1954. 2. Carrier Boy Survey — May, 1954. 15 NOVEMBER 1954 67 In California, good mornings begin with . . . PANORAMi Here's an early morning television program that looks great even with your eyes half-open. Informal, relaxed and easy-going, PANORAMA PACIFIC has been created especially for western tastes and buying habits. Red Rowe, as master of ceremonies, sets the morning mood with his gentle good humor weekdays from 7 to 9 am on the CBS Television Pacific Network. Then there's sprightly wake-up music, interviews with celebrities, the latest in foods, fashions and fads, frequent weather reports and time checks — and a complete roundup of world and local news every half-hour. PANORAMA PACIFIC, like everything out West, is big. . . covers a 20 billion dollar market — 90% of California — with the three top stations: KNXT Los Angeles, KPIX San Francisco and KFMB-TVSan Diego. Real eye-opener is PANORAMA'S big audience — four times bigger than the other network competition at 60% of the cost! Put your brand out West on the CBS Television Pacific Network with the morning show you can't beat . . . PANORAMA PACIFIC ! PACIFIC Monday through Friday 7 to 9 am CLAMORENE linued from pa$ < '• I a magazine the) trusted thai was speaking. I here was, "I course, the element ol novelt) . bun e this was the firel dr) , leanei Eoi rugs to be given an) sei i- ous naiicMi.il publicity. The primarj I.,, lor, in ' laj ton Hulsh's opinion, was confidence, however. Soonei "i latei the effei ts of even Digest-boosted confidence must wear off. bid who was in know whethei demand would sta) high, now a seri- ous question Bince production capacit) bad been Bwiftl) expanded. It became necessarj to backstop public demand with new promotional efforts. The time to advertise national!) had ar- rived. But how do you follow a Rcailer's Digest article? Immediate!) tin- prob- lem i- posed whether any advertising i ampaign can begin to produee result - equal lo what had oecurred that Feb- ruary. And a small outfit bus) with the pressing problems of rapid expan- sion ciMild hardl) concern itself with a long, careful stud) of the question. From the start of their entrance in- %\ Radio Station WJPS is a MUST if you want to reach the farm families in the three-state trade area served by Evans- ville, Indiana. "Chuck" Muller, WJPS Farm Director, conducts two Big Farm Shows daily. WJPS is the only station in this area that employs a full time farm director, and Chuck is out on our Tri-State farms every day. Does Chuck get RESULTS? Just ask Purina Mills of St. Louis. Every farm family in the Evansville area listens daily to — "HOME ON THE FARM" Monday thru Saturday 6:00-6:30 A.M. * 12:15-1:00 P.M. (abort J. Mcintosh, Owwral Manogtr • IMf MNTIO tV Th« Goorgt P. Hollingbary Company tdl "A RADIO IN EVERY ROOM" Evansville, Indiana lu the consume] field in L951, produc- tion and Bales problems bad taken the full time of tin- young executives, noi was there a professional -tall of experienced admen the) could turn to foi guidance. 'line there had been some advertis- experience before the Digest arti- • le, though hardl) of tin- kind to Bug- gesl a future pattern. In L951 the Hulsh brothers decided to tr\ the con- sumer market. The) began with Wash- ington, I). ('.. where the) succeeded in stocking the stores, and prepared to launch a eo-ordinated promotion in- volving newspapers and television. \l- ter all ad schedules had been arranged and the stoles primed for the expect- ed rush, a strange event occurred. It seemed that among other things Clamorene was death on moth larvae, and its label so stated. There is, ap- parently, a government rule that am label making such a claim must list the product formula. Just as the cam- paign broke, government men appeared lo confiscate the entire stock in the cit) ! The Hulsh boys succeeded in get- ting approval to remove the jars and return them with different labels. But this turned out to be too complicated and time consuming. The result: The campaign that start- ed out so hopeful!) turned into a dis- aster that cost the young operation $20,000 and almost brought it to bank- ruptcv . That it was a competitive con- eel n who put the jinx on them, Clav- ton Hulsh does not doubt for a mo- ment. Thus ended the first retail experi- ence, and the first ad\ ei lisinii cam- paign. But in September of that year things suddenly took a brighter turn. Mar- shall Field in Chicago, to whose rug department Jerclaydon had alreadx made some sales (the housewares de- partment didn't -ce anything in Glam- orene i offered Jercla) don a co-opera- live quarter-page ad. The concern went along, feeling thai the Field stamp of approval would be helpful. It was. and the first serious break in the retail dyke was made. The sales were rapid. a id re-orders poured in — from the housewares department, too. (hue new- id the Chicago success appeared on the Nal Gavender trade wire, other department Btores became Interested, and the retail establishment of Glamorene became onl) a mailer of time. How far the compan) would have gone without the Bpectacular en- doreement ol the Digest a few months later i- a matter for conjecture. That ultimatel) the) would have succeeded anyway, the star-kissed Hulsh broth- ers do not doubt, hut that Februarv 1952 artic'e certainl) spurred their destin) to a more rapid tempo. Meagre ad experience or not, Jer- claydon felt after the Digest bombshell that il had to move into national pro- motion quickly. It- first venture was a full page in Life, black-and-white. through a Philadelphia agency, at a cost ol 128,000, and limed for spring of 1952. Jerclaydon was not enthusi- astic about the experiew e. The compan) was moving to New ^ oik and felt it would be impractical to continue with it- out-of-town agen- cy. B) the fall of the year Jerclavdon was in the practiced hands of one of New "i oik - top 10 ad houses. B) this lime the Hulsh boys had moved their offices to the big town and were operating out of hotel rooms while trying to get factories goinj; and de- veloping distribution. It was quite a hectic period and. as Clayton Hul-h recalls it. made more hectic by the endless parade of agency pitchmen af- ter the account. The one that landed it practical!) sat on the doorstep all night and just about wore him down. \\ hat the agenc] sold the Hul-ii - was a campaign in Life which would involve $250,000 for three months. It was kicked off by a black-and-white double-spread. Clayton winced as he told SPONSOR the total cost — 168,000. He began to have his doubts, he said. when on a train to Philadelphia he -at next to a man who was reading the issue containing the ki< k-off ad. I wailed with baited breath as the man opened the magazine and began to turn the pages. Then he came to ni\ double spread- and he turned the | without even looking at the ad! And we had just paid out a small fortune for those two pages. The Life campaign did not produce the expected results, according to Hulsh. "Bui we didn't know it for a while, because the magazine sales de- partment kept us hopped Up like we were on dope. The) kept telling Us about how main people were reading the magazine and seeing the ads. It all -(Minded wonderful. The onl) trouble was that the consumers were not at- tending the same meetings we were. It wasn't lone before Jcrclavdon 70 SFONSOR Michigan's major market IKE A TENT! WKHM Jackson The biggest buy in radio is Michigan's "Golden Triangle" . . . bounded by Detroit, Jackson and Flint! That's where you reach 77% of Michigan's 6-billion dollar buying power! That's where nearly 100% of the homes and over 85% of the automobiles have radios! That's where WKMH, WKHM and WKMF command the biggest listening audience because that's where every- body likes news, music and sports! BEST OF ALL . . . YOU CAN COVER MICHIGAN'S MAJOR MARKET LIKE A TENT AND SAVE 10% IN THE BARGAIN BY BUYING THE SMART THREE-STATION PACKAGE! WKMH Dearborn Detroit WKMH WKHM WKMF DEARBORN— DETROIT 5000 Watts (1000 WATTS NIGHTS) JACKSON 1000 Watts FLINT 1000 Watts REPRESENTED BY HEADLEY REED was looking around i"i .1 new agenc) . In this time the brothers fell thej had learned something about agencies. I hej do ided that hen< eforth the big \ was ii"! foi them. "\ ou get lost in the shuffle il you are a -mall .1 mi." ( layton Hubh told sponsor. "\ ..in a< 1 ounl man i- nothing but a messengei boy, ami you nevei know w ho youi 1 M .1 1 1 \ e team is. \- foi the top brass, the onl) time you meet them i- when iln-v — « > I » « it the account. In sum ii up, we didn't feel the agenc) was gi\ ing us the attention we needed. \ml -11 Irn laydon went < » n 1 and got it-elf another big agency, Mter all tin- arguments were in. it was a big agenc) which turned in tin- best pres- 1 ntation, <\ inced the most intelligent thinking ami seemed t<> understand the service needs i>f the account. The onl) trouble was, llul-h explained, that the presentation was the onl) original thinking tin- agenc) ever came up with. The campaign for 1953 utilized mag- azines, Garrowa) on NBC's Todaj show ami spot radio in over 12.i mar- ket-, the latter mainl\ participations in female personalit) daytime shows. In addition there were co-op tv and new spapei participations. WHLI the LONG ISLAND story DOMINATES Long Islands Big, Rich NASSAU COUNTY GENERAL MERCHANDISE SALES $103,060,000 TRIPLED SINCE 1952 (Sales Mgt.) *•* WHLI has a larger daytime au- dience in the Major Long Island Market than any other station. in Survey) WHLI *o lOMr. tf,\> Ml media were geared t<> the theme ■ ■I "\uu Dry-Clean Rugs as ^mi \ a< - iiuiii. with the cop) promising new rug "brightness" in minutes and ex- plaining how to use the product For a while Jerclaydon was satisfied thai it had a good promotion package, intelligently designed and nicel) ser- viced l>\ the agency. I lien the nag- ging doubts began to assert them- selves. Mi examination of the sales curve showed a flattening out shortl) after Glamorene liit the big time in 1952; and it wa- remaining flat re- gardless \ a but- \e\ which showed ,)2' , public satis- faction with Glamorene, and other evi- dence indicating that the proportion of repeat business was verv high — which would help account in *ome measure foi a Hat -ale- curve. Ibis wa- the problem that the agen- others before it. the campaign did not prove a bomb- shell and was dropped midway. But the agenc) had shown it-elf flexible enough to change it- pet approach when it didn't work in practice and in- stead of running to a new adhouse, Jerclavdon went along with Hick- and Greist in a new campaign. Igenc) ac- count executive i- Harvev Breitman. I lie present Glamorene ad picture is notable for it- attempt to put into prac- tice some of the lessons learned in the recent past, but within the possibilities of the budget, which now run- over the half-million mark. In the first place, there i- practical- K no newspaper, except for co-op 1 Please turn to page !'.2 1 72 SPONSOR ONLY A COMBINATION OF STATIONS CAN COVER GEORGIA'S MAJOR MARKETS GEORGIA 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 THE KATZ AGENCY, INC. NEWYORK • CHICAGO • DETROIT • ATLANTA • DALLAS • KANSAS CITY • LOS ANGELES • SAN FRANCISCO 15 NOVEMBER 1954 73 only KOIN-TV sells the T,vy| huge 30-county Portland Market Dollar for dollar, KOIN-TV is your single best buy in the rich productive Oregon and Southwest Washington Market, centered around Portland. Your KOIN-TV advertising budget puts your sales message before more eyes than any other station or combination of stations in this commercial heart of the Pacific Northwest. Highest Tower— Maximum Power The giant KOIN-TV tower, 1530 feet above average terrain, plus maximum power of 100,000 watts on Channel 6 blankets over 35,000 square miles in the prosperous Pacific Northwest. KOIN-TV deli\ers a con- i sistent picture as far as 150 miles from Portland . . . reaching 30 Oregon and Southwest Washington counties. No other advertising buy in the area can duplicate this sales coverage. Write, wire or phone us for complete availabilities. Oregon's only MAXIMUM POWER stotio Represented Nationally by CBS Television Spot Sales 74 SPONSOR p Nighttime 15 Nov ember 1954 TV COM PARAGRAPH OF NETWORK PROGRAMS Nighttime 15 November 1954 msm SUNDAY 1 MONDAY TUESDAY 1 WEDNESDAY THURSDAY FRIDAY SATURDAY nee G f Liu In Th.r. 1 ET^ N Lii'fifiuilni Driifinmi ,.■■., rrtali | ~ « nnif rimlni no Dtnran Ptotramlni No nrmnr* No nttworl _ ^ US No n*tnor« nrocamiai No nnvork -"V^?*!™ DO 127.000 ■ iraN B«> L til. WO p 'll"!.'"",,, •» [ s., utmirl f,r,,,f .Inlfil CMUII v.'- IT m f L Marian tir.tly mm.. tain alk. nluwr. i ilu V.fl'r 112.300 premmlni r.f,, wuim ■tin m , ■■ i,i., i..-.,.. XSK." SgS cum vtfti «V(II Br a Iff N« BM-O.1 nrr>fr«iBln» *5S CajUII Vlflt. nrng.ifnlnt s^st raoialn Vldti Conily Co SONY ihonl I- Bruck J2S0» So njc«0r« """m-7 "" NY 1 f^nl L Caolaln Vldra NT Dj-f L Morgan a, -.it, pnirinilnl No nrlwork orogiamlnf G.na Autry ST ' *" F D(R $20,000 H« natwort SB™* l"n' JM>n o.i. Km 3v.°K ",;;■ T-Jvv """", °1' Morgan Boatty ^ '" ,.-.. r. r, ,,, Newl John Only Nawt iw-Tibuf* L^"f "'!«.("i! Ctki rimi c'^/cia'cn ram-1 Kwi Cann Kv1" '"""'t- B-.t lha ClHk Hrlrinli Kiwi. "MM ^g^MMPnJ use Opera C.mnoi llcinfliji Mrl.la Sam. (1 D V "''Vllk I. Bal.ion Furln. bIM .III W2 sou OrwrtmhiJ g " '■!■ ° k!e .JJssiir'S I'm, [li.mi. C4W W7.0OU ™%3 BBDO USOOD "s m.o.0 I&,"'"""' '4h^3;;;;ss' "''""■'•" """""'"' «■» "■""' «> .,..«»»'•»» •".»• S..SSS ^'.srs ■< No ndwotk ( ^apinu m N°"" c,"*r j ii'iiiT"»u ro'V j|?^l »s w ' I Hilli of lyjT nil.,,, if M,.rnl riiilck PH. OM ''..^JrV" ISONY L Kudncr MO.floo M^iinil'.Erkkioo ETVln, Martha R.y. 8BT"3 'jj^'J^pf0*" Tht Mall Slory Nn nMivnrk Y4R 123.000 Show hfSm.. mi D], Eity 127.000 111)1) ' " 1 Mill*_ 130.000 «0.OOD III. »t Rll.y n„n on ISONY L Dotty Mark 'Tl",„„™:,'.'"n JWr"" '" -t"'"''" *'J """ ,''".'■ il'^M.'ii v.i.. .i *!U»_-»'"'MU 5^££ IB D*."'*7.!kl*ill T"'"'y . 1 8 NY * I. 1 "' """" *74 710 My Llltl. Mirgl* Chcyrolel Clnrl L a*rfi """ ' r.!"l!,l"*'BFSA0 NT1""' C" L fli.fr.fnt Bpaaler JnN'^ H°W« j_ "•^JJJfj™,^" ; ijn. " K1E M ""'" " 1. BunbUTU Corp ilr„„l TINY L IfimUl ,„,. ,.„.„„ P.rrlB-Piu. Ml 118,000 NY ], 'WT *,0-'°0 WW r H .1 Itclfi* D> Beo~~HoD. isny" m'fU" P M"*n *"'M0 B r.m FHi" MlE 151.000 Vifl' 175,000 Uiietl & Mytn nuAeTHttll «hT" ''""' F U"J,i * S,h"",y" ,S'nT 5DNT 1"UJ'"U JCNY *"8'3° L Em|1j','""|I6,000 A" ' " Ouog.n JSOOO ' L "' '"'" JWT I12.SO0 McE ^JIOO.OOO V4R *,!-5wl ...... im, m'.cl.m * 11V« L Imogant Coca nntmv BC*P - B£' r iiiifffit-oiiifiii (i-.»i*.if Tiri r«U« i- I3SU» F i'i»' Chimlrtl hob dMb*l] ffijfe SOHj' r Wo»uJ •» ™k« Whafa th* Storyf ISN'T™ ' F 3'"»'^ "^' """^ ;5;:"^':;; :f :;'|»; ,,NT;''''"\' |K E.» il.,000 CWi.n 1I0.7IX) •ii >ki "°" ,,',',' HlHusj, jMin IS ...™ Chicago 3yin- 'plirria. krali K "T!rf!f Cslltr $12,500 SSCB Jlfl.000 Elllnglon $21. 00C y*b" d'r'rt >•■■•■ '| I'mmy Durnnto. If.,,,,,,,., 11,1.1. —*'""" *"''""' I'M GM t Skftl FT ?,"ppl,h' i -v- „;.:r' »""■• 9"T llTIrf—-v IODNy'" ""f "NT ^ Sln«.71Srln« pJom^ng SSNt"'' '""** T « 12 "« «—' " '"""- 1. „« --tr ' ™ e::;;z° Tn. Mutlt si,,. »•>•■ WaailnihouM Co r. WkOi Ud». lilt ipDliinMi, TV. •"SSSr" y*r '¥.M, - ' _, Hy V Blut Hibbftn Thli U Vtur P.hil Dre»lni 0<»n Y«i Go PAO: «l«n) L»Bl«r_ ^7.000 ^q,.,,,,,, Pn> - amy*""""™ L CTHj " ""l l^2^to"0, '"i, pV.'.'!ii."n) pingcawlng BaU% S27.O0O LiN all ,ik M Thaft My Boy ^ ,.,..„ BttV",iftr,SS),)' (5\v U"' K*L 88NT L .,.rr:,., 1 iir iluO.OQO CmfSphill-MUhun SSCB.t'lH(,E?' s" "'i-""k SSCB '''ifPhel^ 1WT H5.000 SSCB 122.000 B1' *5SU0 EiF|y' 120,000 tlfl ' McE 131.000 U1 rr\ ' ? ""' ' - ! V2JSM "CM,l)'!."fiV?"|"-';:'" '' ' ' vl/' . "'",,; |r,,,lpl ,.,;s Campbell Sauu, BBDO; NBC, F 9 30 10 pm; CB9, ,.. : "-in '.: I'M. |-I,l,.«,i, !l.,f Dnllywiml; XV. N.- To>k ; Tar »«Mo.ili'°i Cart.f P.wti*. s>i iT Tiim. .11 Tu BO SO mo. Ford, ;;y-; .■ ,;;-- vVniT Inl l'HH.r>V.l.r"lt . -^i CBI 111 T §r30-9 pm l"ii "no? I, if , NBC tU 1' 1 lfl-« om; all T Moocn Oavld, \\<- .i i ^ *1« ^FO-9^30 pm ^i.Tn^^,'-' ir.r: ■«;'.■■ ,"• ,'.. .S,'n' i"1ll" To \'l,n'."'*^M',',T'"' ,'l!'.'" '.'ir 'in,.'"' cl"tlill o'fofV.m w .."„, ■ Clirv;,,"';„'1'1 s, ~ ' " ': ;:'„^:^DI ■ BiBtri lohrton ^"loho'sfn "un "snr' s.i' '. 'h'i i""|„„ ""aBC^f': ri'»'> en." HIS. alt T830-0 pm goa'.'lVr'u-H'M OM '"'' l,"l»lnu,\',.',,''; ,'■ 1 "I' •m.ulra.l M F 0 10 am on Tt AUG TV il.tl.Hi. ti.fio Chlf.io. im!) sil.^P 1 ,, ,.",' cfll' )" '•JO-ffwi • -.■■• Ml D ll ■ mi. n 1 1 BO 11 On Ganar, F™a., \ Mi rlis l thtau J, Llpto*. TkBi CBB. M 1 >0 » °n p""Mrim* Otrdrin CTJ9 all Tu 10 10 30 pm; KBC. Bat in 10 3( "(mic( cns F tM.w Sarulan Co,.' Bdiriru ,clf"p'.. J'TN.. \ ' -»'"» — plUS ^fettr^ „„.„';;; Steubenville • Pittsburgh • Youngstown • Canton TNI BIGGEST BUT IN TV TODAY 1,083,000 TV homes for the price of 399,400!* **54.4% of Wheeling's entire viewing audience sow the June 13 Cleveland-Boston ball game on WSTV-TV. **58% of Wheeling's survey respond- ents saw Senator McCarthy's Senate Investi- gating Committee Hearings on WSTV-TV. And the percentage was even higher — 74 % —in the combined Wheeling-Steubenville area. Be reolisticl Don't limit your thinking about WSTV-TV's extraordinary coverage. The clear signal of this station extends far beyond Steubenville - blankets the rich Wheeling mar- ket—pervades the 9th largest market in the country: industrial Pittsburgh and nearbyCanton and Youngstown. Yet you pay for only a frac- lion of what you getl NOW! FULL POWER (130.500 Wotli, from our 881 ft. | MOUNTAIN-TOP TOWER WSTVrv: 1 STEUBENVILLE WHEELING ANOTHERAVERY KNODEL REPRESENTED STATION m PULSE FOR DEPENDABILITY See DAX monitor Home Tune-in! Ratings without waiting — total tune-in reported instantaneously as you watch — printed minute by minute for all stations in the market! The tiny, transistor-type Dax Home Unit relays all tuning in the home — 24 hours a day, the entire month. Second by second scrutiny around the clock. Sample? Minimum will be 400 homes — a balanced probability panel. Cost? Very, very reasonable say the visitors who have been flocking in to see Dax demonstrated. Why don't you phone for an appointment? Cet all the facts about Dax first-hand. Li ) H an ■b ■§ tun fgi K~^^B This month throughout the U.S., 117,000 homes are being interviewed for next month's "U.S. Pulse TV" URBAN COVERAGE PULSE, Inc., IS West 46th St.. New York 36 Telephone: Judson 6-3316 H hi Sl'.So^ Burnitt HOW For national and local programs the Atlanta audience depends on WSB-TV, the great area station of the Southeast evidence: According to Pulse, Inc., in the month of October, ten of the top fifteen programs tele- vised were on Atlanta's WSB-TV. In the preceding month on the night when all three Atlanta stations were programming election returns of the Georgia Democratic Primary, WSB-TV had an average audience 40% greater than station B and 80S,' greater than station C according to Pulse, Inc. wjbfv CHANNEL 2— 1062-FT. TO WEB — 100,000 WATTS Atlanta, Georgia Represented by Edw. Petry & Co. Affiliated with The Atlanta Journal and Constitution 15 NOVEMBER 1954 81 CLAMORENE ( ontinued from page 72 i deals. Nor, for thai matter, i- there much i\. ex< epl foi < o-op and Borne -. attered mnouncements. \t Srsl glan< e this would seem i<> be an ideal h .)• « •mill, sine e ii is a demonstration item and .1- sponsor can testif) aftei watching thecampany's president clean i rug in impressive one. Magazines are given a health) $150,- 000 budget, bul the approach i> differ- , mi from preceding years. Small, in- stead "l large, Bpace i- the order of tiit- day, 112 lines, and the number ol magazines has been increased to 17 women's service books. The idea i- to keep the Glamorene name in the pub- lic eye on a stead) basis, as pan "I the effort to get consumers to think ol using il during an) part of the year rather than only during the traditional rug-cleaning seasons of spring and fall. I he major portion of the budget, over $200,000, is going into network radio. Jerclaydon is convinced that the aural medium is its best bet, rea- soning based on experience with spol radio lasl year. The local personali- ties who endorsed Glamorene on their FIRST CHOICE IN A FIRST RATE MARKET BEST Facilities I BEST Circulation I BEST Local Programs I I BEST Production Service I | BEST Customer Service NBC Affiliate ll ' Get the lads about WSYR from The HENRY I. CHRISTAL CO. WSYR daytime shows proved extraordinarily effective, so much more bo than anj other form ol regular advertising, that Jerclaydon decided to explore radio I ii it lit- 1 . This scar the local spot pattens Could not he repeated onl\ because of budget reasons, foj a portion of the \ithui Godfrey morning radio show became available. Jerclaydon latched on to it. and you can now hear God- fre) singing Glamorene's praise* ever) iiiliei week in a L5-minute period. How i- it working? '"We are de- lighted.'" reports Claxton Hulsh. It is -till too earl) perhaps to judge, but indications are that the barrel-toned Godfre) will sell a lot of Glamorene tin- season. Hulsh has found, too. that Godfre) i- ver) eas) to meehandise; he is popular with the dealers. Jerclavdons president regrets onl) that the compam i- not rich enough to go with the star on tv. That would be the ideal setup, Hulsh feels. So happy is the account with radio, that according to ad manager Judith Keith, if the budget allows it may add an extra push this spring in some 50 markets via local female daytime show-. In seeking an explanation for the final emergence of radio as the basic medium for the product, Clayton Hulsh comes back to his original thoughts about the effects of the article in the Readers Digest. There, it was the reader's confidence in the integrity of the periodical that was the determin- ing factor. On radio alone have there been opportunities to achieve a some- what -imilar confidence. This has been done through personalities who have developed loyal fallowings, whose lis- teners have confidence in them, whose product endorsements therefore have meaning to the audience. It is for the same reason. Hulsh feels, that Godfn \ i- such a great salesman — "People believe him when he endorses a product." Furthermore, and important for a product like Glamorene. which has to be used right to work properly, thest personalities take the time to instruct the audience in the details of product use. "There is an intimac) with the audience." Hulsh maintain-, "that we have been unable to obtain in an) Oth- er medium."" For the moment it appear- that the course of Glamorene's ad campaigns i- prett) well -et : increased radio ex penditures, with more riding on God- frey if time becomes available. I !- timately, the account, if it grows sub- stantial, will doubtless be active in tv. for. a- Hul-h admits, Glamorene is a demonstration product, and should be on tv if the proper way can be found to exploit the medium. But even these mild conjectures maj prove unfounded if the past history of Jerclaydon i- an) guide. From its ver) inception it has exhibited few of the normal characteristics of the av- erage business, lake its birth, for ex- ample. In 1945, Benjamin Hulsh decided to retire from an active career in indus- tiial chemicals and sold out his Chi- cago firm. Trojan Chemical Co. Among the products due to change hands wa- a compound developed by a company employee, George C. Edwards; it un- called Nu Twist, an imperfect rug- cleaning product. The buyers wanted ever> thing but this compound, which the) asked Benjamin Hulsh to reni"\c from the batch of stuff he was turning over to them. Hulsh took the formula sheet off the pile of papers on the desk and put it in his pocket. In this casual fashion "The cost of media merchandising to the adverti-er and to the station i» quite -ccondary. The re-ult i- the tiling that counts most* Advertising when proper!) tied in with the right kind of a mer- chandising plan doesn't co-l — in.-tead. it pavs.?* D. C. SPERRY Director of Adri'rti>in° Oklahoma Tirr & Supply Co. Tuha Glamorene -tailed its career. Benja- min Hulsh retired to Florida and a -mall hotel he bought with the pro- ceeds of the factor) sale. As might be expected of an active man. the re- tirement did not realU take, and be- fore long he was fooling around with this rug-cleaning product, especiall) interested because of the problem- he encountered in keeping his hotel rugs clean. With the help of I Diversity of Miami chemists he succeeded in im- proving it to the point where he be- lieved he had a product that could do big things B) this time, hi- three sons, Shel- don. Clayton and Jerold, had been home from militan service for some- time, ami Benjamin went to work on them to join him. Sheldon wa- B 82 SPONSOR Can you tell the DIFFERENCE between Radio and Radio? Radio's immense strength . . . the opportunity to talk with masses of people frequently and economically ... is employed fully only by advertisers who distinguish between run-of- the-mill radio stations and great radio stations. There can be a tremendous difference between two stations in the same market. A station's programming, management, public service and facilities make it mediocre or good or great. A great station amasses huge and responsive audiences, because the character of its operation earns the confidence of its community. The radio stations we represent are great stations in important markets — stations whose character has earned them significant leadership. Their time is not cheap, but the solid values they deliver bring you the full economy of radio. One of our experienced staff is always ready to discuss with you the application of great radio to your problem. the HENRY I. CHRISTAL co.,inc. NEW YORK — BOSTON — CHICAGO — DETROIT — SAN FRANCISCO Representing Radio Stations Only KFI WBAL Baltimore (NBC) The Hearst Corp. WBEN Buffalo (CBS) Buffalo Evening News WGAR Cleveland (CBS) Peoples Broadcasting Corp. WJR Detroit (CBS) The Goodwill Station, Inc. WTIC Hartford (NBC) Travelers Broadcasting Service Corp WDAF Kansas City (NBC) Kansas City Star 15 NOVEMBER 1954 :Nl • FA '*3s on« Measure of a Great Radio Station WHAS Los Angeles (NBC) Earle C. Anthony Inc. Louisville (CBS) Louisville Courier-Journal & Times WTMJ Milwaukee (NBC) Milwauk ee Journal WGY Schenectady (NBC) General Electric Company WSYR Syracuse (NBC) Herald-Journal & Post-Standard WTAG Worcester (CBS) Worcester Telegram-Gazette 83 prOlllisil ;t r 1 1 1 • hi 1 1 ei "I -<• ac- tive in ( leveland, Jerold was a portrait paintei and < laj ton a law yer. "But tin- old man i- a great salesman, Clay- Ion told sponsor, and before long the famil) waa united in Jerclaydon, Inc. the linn name is made up "I the names ol tin- three brothers. Glamor- I ii< .. was Formed in 1952 t" dis- ii ibute the product. The lii-i efforts ol the famil) win- in the hotel field, when- the\ succeeded at tn^i in Belling everyone they dem- onstrated to, n the big ones. "We like our present agency," Clavton Hulsh told SPONSOR. '"The account executive is not just a messenger hoy. He really represents us when we are not there. Most of the time we meet direct!) with the creative people. This, we think, is im- portant. To them we are an important account, not just another tiny one. The) want us. for our success stor) will also be theirs. We feel, in other words, that our mutual interests are being very well served. It is wasteful to keep switching agencies." * * * NOW!. . . double the wallop in the Detroit area! Alia). Young Jr Inc. National lip. THE MOST POWERFUL RADIO AND TELEVISION COVERAGE IN THE MARKET ! J E. Campeau. Pres • Guardian Bid £ Oetroit TV IN 1992 {Continued from page 39) 1 pushed a button b) my bed, which switched the machine from Tape to Broadcast, because as I suppose you have guessed bj now. this was ail on Video-Tape, which in those davs we thought was pretty hot stuff. You could either pla) your own tapes, which could he bought at any tape Btore, or you could get the regular TV broadcasts. \\ hen it snapped to Broadcast, I ducked, and as usual at this time, the cigarette which was blown up to the Bize "| a fat in silo reached out from the wall to a spot three inches from my nose. I closed m\ left eye and flat- tened it out against the wall. The cigarette faded to a dreaim- eyed girl, bust shot, holding the spe- cial Momsdax carton, printed in pink and blue. I opened my left eye. "The gift everybody would like for Moms- day," she said. It reminded me that I still had al- most all m\ Momsda) shopping to do, m\ cards to get printed, the light strung up around the house, and a hundred other tiling-. The spirit of giving was fine and a real shot in the arm for business all right, but I was glad Momsda) and Christmas came only once a \ear each. "Lanny, darling, you're going to be late. Mom called from the kitchen. I said I just wanted to see the weath- er forecast. The master of ceremonies changed hats — of which he had at least two dozen — told a joke, and then switched to the cameras in Manhattan. White Plains, and Garden City. It was raining in all three places. A pretty girl dressed in the pink and blue Momsday color- brought out big cards with the temperature, barometric pres- sure, wind velocity, and a final one that said: ONLY ELEM N MORE SHOPPING DAYS Till. MOMSDAY The master of ceremonies changed hats again and said the rain would stop at ld.oi in Manhattan and 10:17 in Garden Cit\. 1 used to laugh at that because oftentimes in those days they were wrong b) more than ten minutes. "And now on such a fine day," he said, "let's have a fine song.'" II.- was using the two-tone talk which some of you ma) remember, Baying the first ■•fine" make the printed word without inflection completely meaningless, which it just about was b) tin- time an) wa) . What the video people would have heen surprised to know on that "fine" Mt\ morning was that video it-elf was about to gel a stab in the baek. \nd I — as much as anyone I <:uess was tin' one who was going to hold the dagger, though I didn't know it then. I pressed a button. The sound and picture went off, and the whole wall, built like a vertical Venetian blind — the way practically all walls were in those days if \ou remember — rotated its louvers so that I could see through the glass wall into the garden. The dogwood trees, Mother's pride and joy, were covered with wit white blos- soms, and the azaleas and forsythia were in bloom, too. They all looked a bit faded, the wa\ everything did after the blazing vibra-colors of the television. I kicked off the covers and raised my legs over my head twelve times. I've never seen any result from all this. I mention it mostly to help recall the healthy Spartan life we led in those days before XP. Not that everybodj just lies around now. but vou have to admit we do a lot more relaxing. Any- way, in spite of this daily exercise, my abdomen was rapidly getting ahead of m\ chest and giving me what some people might call a pear-shaped silhouette. I stood up. sucked in my stomach to prove I reall] could if I wanted, and then let it down easil) to it- nor- mal position, where I'm sorr\ to saj it would staj the rest of the day. Then I stepped firmlj into the stabi- le— teel bathroom and direct!) into the Bod-ee-Wash, a product of the Hot- point Division of General Electric. I ' losed the glass door and a warm spra) shot from little nozzles around the walls, followed in five seconds 1>\ a gentle froth of pine-scented suds. I < losed m) • * es foi ten seconds until the warm rinse came on. Ten se< onds later I braced myself for the ii i -i old spra) that hit me from all Bides. Mil-, you nia\ recall, wa- opiional. I. ui I always went through it. I -i I the i- e-cold foi tin- lull three and a half-second-, then relaxed as the blowers on all sides began pumping out warm, super-dried pine-scented air. [Tie) wen- joined by the four sun lamps, and in thirt\ seconds I wa- dry, tanned, and loaded with Vitamin D. A pine-scented misi filled the stall. I raised m) arm- to make sure it would settle when- it was needed uio-t. Vfter three Becondg I stepped out of the stall guaranteed to smell, for at least twenty-four hours, more like a grove ol pines than a human being, or double m\ money back. This, of course, was good, because after a few hours of exertion on the part of a human, a pine tree smells definitelv better. I flexed im nni-des a couple of time- in front of the mirror and de- cided the wa) I always did that 1 needed to take more exercise, some- thing I've since neglected to do. Then I placed my chin in the Remington Shave-Magic. Two dozen tiny cutters, pre-set for my facial contours, moved all together over my beard. Hough it was nothing like today's modern Shave-Magic, thej were even then as gentle as a woman's caress, a phrase Remington used it it- advertising, and right!) so. The whiskers took five seconds, and the Bilt-In-Massage ten. I hadn't re- gretted buying the massage attach- ment, optional on de luxe models, I alwa\s tuned it to the rou»he-t. or MANLY, setting. It slapped you around a bit, but it was worth it. I was de- bating whether to get the new model which washed \our teeth at the same time, when the Lotion Spray, also pine, came on. I picked up the old rotarj tooth- brush, and remembered 1 had to open a new dentifrice refill cylinder. Need- le— to say, it was our own Con Chem brand, Chem-Dent, which wa- -up- posed to stop decay, sweeten the breath, and improve the personalitv. Some people didn't believe the part about the personality, but we had fig- ures to -how that more psychiatrists used it than an) other dentifrice. I could feel it improve my personality. and it had a nice mint) taste. I ran a comb through my hair. which was short, and receding prett) rapidly, and stepped into the dressing alcove. This was paneled in walnut- grained plastic and everything was built in. including m\ new Bendix Wash-o-Robe. The Bendix snapped 86 SPONSOR • WGY * WGY * WGY * WGY * WGY * WGY * WGY * o >- o ft$t4- £ M Mr ' -**~ ""ZT^^v^J^X ^. m. ^k * >- ( ((^Hj) ) o % » \A #7 k ^M Wa w]&\t m M 5 v \ ^^s^" ^H§r \^f M k * >- o S * /ldt4 >- =^=^-W G Y — <3==^ o S * >- o /^^^4*lN^^ S GREAT RADIO STATION ,^T; F4c/7 '^s Dn« Measure of a Great Radio Station WGY A GENERAL ELECTRIC STATION ALBANY — TROY — SCHENECTADY — plus — 54 counties in New York and New England Represented nationally by Henry I. Christal Co., Inc. New York — Boston — Chicago — Detroit — San Francisco 15 NOVEMBER 1954 2S o -< 3 o 3 3 o o -< o -< o -< o -< 87 open .1- I .i| proi i hed. M\ -nit. shirt, underpants, and bo k- were ju-i where I had hung them ill • nighl before. I he) had .ill been flushed with deter- i insed, dried, and pine-» ented while I slept. I ii" d thai the Vlira le i ashlon -nit would probably need a new | riiii.iiiciii" re »e in another month "i bo. It hadn'l had one Bince November. "Hurry, dear," Mom called. "You're late." iV\ <■-. Mom, I'm Inn rj in-." I stepped into the knitted under- pants and ili«' navy-blue Cashlon Bocks, zipped on mj white oxford Newlon shirl .mil in\ graj Cashlon flannel pant-, slipped en mj laceless shoes, and uciil mil In sec Mom. "Darling, how <1" you like me?" she asked, pirouetting like a model. "Beautiful, Mom.'" I said, kissing hei on tin- 'heck. "No. look at il. Don't you like it?" She meant her new housecoat. I supposed. '"Beautiful. Mom," I said. The housecoat clung verj closelj to her figure which was almost tin- same as an eighteen-year-old girl's. This wasn't entirel) an accident. The amount of kilowatts that had gone into Mom's 2,181,504 com and . . . LOTS OF PEOPLE, TOO! Cows that help produce an in- come of over $3.4 billion, and people who spend over $2.7 billion of it at the retail level — That's the profit picture of WKOW's 53 county market. For more facts on this low cost coverage see your Headley- Reed man. WKOWCBS MADISON, WIS. Wisconsin's most powerful radio station ** preicnttd nation HEADlEY-MfD CO. figure b) waj of her electric massage aiid vibrator machine, her electric horse, Bteam cabinet, ami whatnot, would have lit a medium-sized town foi quite a while. Not that I begrudged her tin- electricity. I know how all of you liil about your moms and I felt the -aim- wa\ ami >-till do. Especially at that time of the year, around Moms- day, when our moms an- foremost in all our thoughts. "I'm glad you like it. darling." she said. "1 bought it just for you." "'J on look Bweel Bixteen," I -aid be- cause I know she liked that kind of talk. Practical}} all moms of her age liked to think themselves \ounger than their sons, a fact which I jjuess manu- facturers like us have encouraged, and I think to their advantage perhaps. rVctuall) you'd have to look twice even today to tell that Mom is over twenty- five except for the color of her hair. which was prematurely gray at thirty. And oftentimes she dyed that brown, to go with certain dre-ses. \Iostl\ however she liked to keep it tinted a light lavender. "Your breakfast is all readv, dar- ling." "Good." "Did you see any news in bed?" "No, just the weather." "There's the strangest item. There aren't going to be any more babies in St. Louis." "Is that what the news said?" I knew that Mom sometimes exagger- ated things. "They were interviewing an obste- trician just now. He was verj nice. Sort of an iron gray. He said there was a grave danger." "Did he sav the birth rate was actu- ally falling?" I hadn't heard that, but I did know that something strange was happening in St. Louis. Most impor- tant, for us at Con Chem. was that sales of all kinds were down, a fact wed been discussing in meetings for several days. "He said it wasn't showing in the birth rate yet. It's just that advance bookings of maternity rooms in hos- pital- arc dropping off at least fifteen |.rl . rill." "Why?" "Well, darling, one reason could simpl) In- thai people aren't really, you're over thirty, Lanny, and " "'I mean win aren't the) ?" "\\ ill. th. obstetrician didn't -a\ bo, but aftei all. there's this new re- ligion." "1 thought that usually worked the othei way." "' I hi- i- a different kind. ^ ou know. that Molly person." •Oh. Moll) Blood." I had heard of MolK Blood, the new evangelist, every- one had. "I should think she'd have just the opposite effect." There had been rumor-, which Molly's BCCt de- nied, that she had been a -tripper in Las Vegas. 1 didn't know how true that was then, but from what I'd - "I Molly on TV, she could have qualified. I wa- alread\ more than sevcnU - five seconds behind schedule, so 1 hur- ried over to the dining nook, part of the main uvmg-dining-lritchen room. The whole area, except for the kitchen alco\e. wa- paneled in a rich, semi- bleached walnut, actually only about a hundredth of an inch thick, plastic impregnated, bonded to synthetic wall- board, and impervious to fire, water, and abrasions; it was dust repellent and available in all two-bedroom models. I sat at the dining table, snapped on the television, raised my orange juice to my lips with one hand and put my cup under the coffee spigot with the other. The coffee, prefrozen and heated instantly in the Coffee-Mat. poured out. not too hot, "Jes drinkin* hot!" as the ads said. "Your eggs are all ready, darling," Mom said. She walked over to the kiti hen alcove where the walls and ceiling were covered with plastic in a delicate petit-point pattern, mostly a soft lavender to match her hair. She put a plate under the Mix-O- Mat which hummed a theme of Tschai- kowsky'a and squirted out of its nozzle a golden spiral, shaped something like the Tower of Babel and about six inches high. It was the Ham-\-Egg Mix. a product of Aunt Bedelia. Inc.. and guaranteed to taste more like ham and eggs than the real thing. It had ever) vitamin and mineral known to be necessary to human nutrition, pins a few more thev weren't completelv -lire of. In addition it contained enough deodorants to deaden am odors that might be left on me. includ- ing, as the\ said, "any unplea-ant residue left b\ other harsh deodor- ants."' phi- chemicillin to heal minor ( ut- and abrasions. "I dialed medium-hard, the wa\ you like them." Mom said, as she set them in front of me. "No one < an cook like \oti. Mom. 88 SPONSOR YOU MIGHT SCORE SO BUT. PULSE REPORT— 100% YARDSTICK KALAMAZOO TRADING AREA— FEBRUARY, 1953 MONDAY-FRIDAY 6 a.m.-i2 noon 1 \2 noon-6 p.m. 6 p.m.-midmgnt WKZO 59% (a) 59 - 4i: - B 21 14 23 C 5 (a) 4 6 D 4 4 4 E 3 4 7 MISC. 9 14 12 (a) Does not broadcast for complete six-hour period and the share of audience is unadjusted for this situation. Me&efeetSrltafiem J WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN.TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA ILLINOIS GOALS IJV 50 GAMES* - . YOU NEED WKZO RADIO TO RACK UP RECORDS IN WESTERN MICHIGAN! WKZO always leads the league in Western Michigan — always gives you greatest radio coverage at loivest cost. Nielsen figures show that WKZO gets 181.29? more daytime homes than Station B. Pulse figures, left, back up the Nielsen findings — credit WKZO with more than twice as many listeners as Station B, morning, afternoon and night! Yet WKZO costs only about ]/$ more than Station B! Let your Averv-Knodel man give vou all the WKZO facts. WHO CBS RADIO FOR KALAMAZOO AND GREATER WESTERN MICHIGAN Avery- Knodel, Inc., Exclusive National Representatives *Maurice Richard set this National Hockey League record in the 1944-45 season, for the Mon'eal Canadiens. 15 NOVEMBER 1954 I patted hei arm. "I -hollld klli'W \\li;it yOU like l>\ this time, deal ." I he louvers in Fronl "I the picture window closed as the television wanned up. \- the picture filled the wall, a commercial was jusl ending. It was foi Lax-O-Mint, one of our i ompetitors, but 1 had i<> admil it was done with restraint, and in good taste. Onl) one short sequence showed the i intestine and thai was so bighrj -t\li/cd it looked like a Coil of red plush, standing ten feel high in the middle of the Living room. The rest ol it was a polite drama, played in evening \ \unt Bedelia. corporatel) iking, o| . ourse, and 1>\ machine. Umost all the breakfast mixes were ui the instant-eating, 01 "('hew If You Like" variety, even in those days. The) had backed most of the other- off the market, as indeed anything will that Baves time foi lui-N people. I wiped m\ mouth on a disposable napkin, one of our own Doubledamask Brand, walked hack into the bedroom. put on m\ Cashlon flannel jacket, filled m\ pockets, and started out. "You forgot to make the bed, dar- ling, -aid Mom. who was standing in the doorwax. She checked the dial on the Ked-Make-R to make sure it was -till "Tucked In. Medium Tight," ,iml pressed the button. Lor just a split second I thought of how -he used to hick me in at night when I wa- a little boy in St. Louis, before Ked-\Iake-R*s were invented. 1 kissed her on the forehead, and she smiled. Maybe -lie was thinking the same thin:;. "Drive carefull) ." she said. "I will." I started toward the living room. "Ob. I almost forgot. Mom." I -aid. though I reallv hadn't. I just wanted to sa\e it till last. "I may be a little late tonight. I have a date with Harriet." "Oh, Lanny" she said, and I thought for a second she was going to cry. "It i-n't that I mind your going out with girls, it's just that. well. 1 don't think Harriet is our kind of people." Mom always felt that way about all the girls I went out with, though I had to admit that Harriet's family, at least, was \er\ different from the kind of nice people we used to know in St Louis. "I'll tr\ to get home early." I said. and kissed her. "Yes. dear." She turned away. "I think I'll net something peppy on the television." I decided right then to be old- fashioned and get her something on Momsday, too. That is if I had enough mone) left after the business presents, and cards, and everything. I stepped from the living room into the C ai Shell, which was a 1992 Buick and had come, of course, with the < ar. Both the CarShell and the car were plainl) dated in large number- BO that \oii could tell \er\ clearl) what \c.u it was. I wa- glad <>f it because even then it wa- getting so that it was the onl) wa) you could tell a "(>2 from the old '91 and *90 model-. For the la-t fort) or fift\ years the amount of chromium had been increasing until h\ '«)() the onl) thing not chromium wa- tin- license plate. The plainl] dated i ai wa- the onK answer. I 90 SPONSOR . Free KCMO Feature Foods Merchandising makes sales a cinch! . . . if you're selling a grocery store product in the Kansas City Market. Here's the merchandising you get FREE in 200 high -volume independent and chain markets: 1. Point-of-purchase merchandising —a minimum of 200 store calls in 13 weeks. 2. A minimum of 75 special one-week displays in top-volume stores each 13 weeks. 3. 50 days of Bargain Bar promotions each 13 weeks, plus demonstrating, sampling, coupon- ing, distribution of recipes or product literature. 4. Full reports twice each cycle on all activity in each individual store. Nothing is left to chance— the KCMO Feature Foods merchandising staff works in the stores, actually handles the promotion, arranges shelf displays and stocks, pushes your product at the Bargain Bar, and reports fully on every step! Wrap up the Kansas City market now for your product by calling KCMO or your nearest Katz Agency representative. KCMO KANSAS CITY, M0. 50,000 WATTS Radio-810 kc. TV-Channel 5 Affiliated with Better Homes and Gardens and Succesful Farming Magazines— the Katz Agency, representatives 15 NOVEMBER 1954 91 I In- ( arShell was working well. It had sudsed and rinsed the car, sprayed it with Johnson b new Glo-Mist, vacuumed tin- interior, and scented it with pine. It was in the pro* ess of opening it- own «!<">! and the i ai door, Btarting the motor, and gentl) warming the driver's seat. \- I -at behind the w heel, the i ai dooi closed softly. I looked .it the ammeter t<> see if the motor were run- ning and could tell b) the wagging needle thai it was. I backed out of the i .11 Shell and as I did it closed its door .mil became once more a gleaming half an egg with the letters B-l -l-C-K 10<)_> mi it. The shell for Mom's \l(. nestled beside it. looking rather low ami sporty. I blew a kis> to Mom. who was standing in the window. She made a prettj picture, framed in the bulbous aluminum ol the house. I hoisted the aerial bj push-button in i nine in more directl) on the pov i beam and couldn't help noticing on the electric meter that I owed Con Ediso.i $176.96. If I didn't paj it be- fore it reached two hundred I'd lose the ten per cent discount. Since ours was a nice neighborhood. BMI MILESTONES BMI's series <>f program continuities, entitled "Milestones," focuses the spotlight on important events and problems which have shaped the American scene. November's release fea- tures ilirn- complete half- lii.nr show reach tor im- mediate n-< mooth, well- written Bcripts for a varietj of uses. "Milestones" for December: LATIN AMERICAN CARNIVAL iDcc. 5' UNDER THE FIC TREE— Anniver- sary of Jewish Settlement in US A 'Dec. 121 MILESTONES IN MUSIC (Dec. 31) YEAR END REVIEW 1 Dec. 31 1 m . . n attablm i<" • "'"- ....f.i.w ipontortklp •« yom l„,.,t ilolloiu for ilrlaill BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL t of the houses were Custom-Bilt, which meant reall) that thej were pre- fabricated and mass produced, Ours was a Kelvinator, the one next door a Bendix, and down the block were Wear-Evers, <.l - all kinds. The new- est one. b) the coiner, was a ten-room Cadillac Convertible, with sliding • •There i- a gaping need in the agency business todaj for training of account men in tlie techniques <>f aeeounl man- agement. We lavish time and effort on teaching our personnel the various op- erations in the agency field — in media, production, television, copy, merchan- dising— yel we expect a man to absorb hv osmosis the very delicate art of fitting these services together in a single plan the art of making a profit for I ..1I1 elient and agency, the art of deal- ing Successfully with client and keeping him on the track.** BAYARD POPE Vice President BBDO, Veic York walls. 1 always used to feel a little jealous every time I passed it. Toward the parkway the neighbor- hood was a hit rundown, with a sprin- kling of old brick and frame houses. The parkwav itself was almost bumper- lo-buinjiei mi both levels, but I finallv angled in behind an old "85 gasoline burner with two date plates, one read- ing "SATURDAY NIGHT" and the other "2020." College kids. I rather hoped they'd pass that law about fraudulent and facetious date plates. It wasn't a joking matter. The office in I'ort Washington was onlj a few inili^s from our house in Locust Valley. At my 200 m.p.h. cruis- ing speed I could theoretically make it in a minute or two. Actually, of course, traffic was almost as bad as it is todav and I had to allow almost an hour. You could never count on an average of better than 7 m.p.h. I set the Buick in Traffic-Automatic end turned on the Proximity Beams thai would keep me about fifteen feet I ehind the next car and in the middle ol the lane. I sal hack to Listen to the radio as the car inched ahead smooth- ly. Storm) days were always the worst use some of the aircraft people were driving, too. I passed several Plymouth-Stinson convertibles in the opposite lane, their rotor blades folded back and dripping. I had a horrible feeling that I was going to be late to the office. * * * UNITED CAS (Continued from page 43 i Storey, who handles the United ac- count, believes the firm got maximum exposure for it- sales ii with the saturation technique. "Although women do the cooking. ranges represent pretty big cash out- lav-, and it's the husband who gen- erally »ives the go-ahead or veto Bign. So we wanted to reach Loth men and women. To do this, we bought top new- and Class 'A' network adjacen- cies. Since what we were selling, actu- ally, was not a product, hut an idea — trade in \ our old stove for a new one — we wanted people to hear our messages as manj times as possible so that the idea would reall] sink in." United (.a- averaged about 50 an- nouncements a week on each radio sta- tion and about 15 or 20 tv announce- ments weeklj on each tv station it used. Radio announcements were placed between 6:30 and 8:30 a.m. and from 5:00 to 6:30 p.,„. BozeU & Jacobs soughl t\ adjacencies between 6:00 and 10:00 p.m. Both the radio and the t\ copj was designed to gel housewives stove-con- scious quickly. Livelj Western music, rhymed couplets and clever animation were the window dressing for the few basic .-ale- points delivered hv Chuck- wagon Charlie and an announcer. Main theme on both radio and tv was the superiority of automatic gas ranges over electric ranges. Since some people tend to associate electricity vvith the 20th Century and gas cooking with the 10th. the word "modern " was used frequently in conjunction with "automatic gas ranges." Listeners and viewers were told that gas is cheaper than electricity and more dependable. Other copy points: Gas stoves iiive quicker heat, purchase i i ce is lower, gas ramies are easier to cook on and the) waste le-s heat than electric ranges. All commercials re- minded the audience to "look for the dealer who displays the Chuckwagon Charlie emblem." \ cartoon version of Chuckwagon Charlie demonstrated the advant of cooking with ua- in the tv com- mercials. The Western theme was car- ried out on radio through a carnival barker approach, complete with square dance music and a caller. Here- an excerpl from a typical radio mess (Chuckwagon Charlie singing, West- 92 SPONSOR . the 4 quarter hours that got away ^# Some 15 minutes you can't talk to the most people on KOWH. Hooper s June-September quarter-hour averages make 4 quarter hours conspicuous by the absence of KOWH from top position. KOWH only tied for first in one, placed second in three. But there are other quarter- hours, too. In fact, there are 40 daytime quarter hours in all. 36 belong to KOWH. In 18, KOWH talked to more people than all the other stations combined. Even the 4 that got away show ratings well above 30%. All in all, KOWH personalities, music, news and ideas make it impossible for an advertiser to be given a bad time. Talk to the H-R man, or KOWH General Manager, Virgil Sharpe. HOOPER June through September, 1954 8 a.m. -6 p.m.. Monday through Saturday. Omaha. Nebraska Average share of audience KOWH . 47.3% Station "A" 17.4% Station "B" 10.6% Station "C" 9.9% Station "D" 7.1% Station "E" 6.3% No. of lsts (Quarter-hour averages ) 36 and 1 tie 3 and 1 tie 0 O O O m CONTINENT BROADCASTING COMPANY President: Todd Storz V/JW, New Orleans V/HB, Kansas City Represented by Represented by Adam ). Young, jr. John Blair & Co. KOWH, Omaha Represented by H-R Reps, Inc. KOWH OMAHA 15 NOVEMBER 1954 93 c i n iiiu-h in background < : / " tii i ilus time o) the year, h^ Old Stow Round-up time i» cheer, gat ranges modern as i nn lu- ll appliance dealers \"u bettei go ■■ ■ I'm Chuckwagon Charlie and it's gat Tm n i.'<;\ range <>k for the ( buckwagon Charlie emblem at iippli- .11 lealers. The tv film also made use of a sim- ple theme and straightforward copy to put across llie sales message. Sample: \ housewife has trouble with an old stove. Chuckwagon Charlie comes to her rescue with a new automatic gas range and her troubles are over. Gas vs. electricity: During the past few years, electric stove sales figures have been mining up fast relative to ADVERTISERS are full of THANKSGIVING tor the 1-2 sales punch in WESTERN MONTANA GILL-PERNA. r.p. MISSOULA, MONTANA ranges. In 1937 there were I ."> gas ranges Bold for everj electric one in the U.S. Last year the ratio was less than two to one 2.5 million gas ranges to 1.3 electi ic. The gas range -till has a consider- able edge over its electric counterpart, however, lodav there arc mure than ■V2 million gas ranges in American kitchens compared with some II mil- lion electric ranges. During the past year, however, sales of both varieties have been lagging behind last year's records. Ibis gave I nited -till another sales incentive. In I nited's own territory, competi- tion from electric ranges has been con- siderable in \iew of the relatively low cost of gas in the area. In Houston in 1947 about 97% of all kitchens used gas. Todaj it's down to 85';. In Mississippi the gas-cooking homes percentage has dropped from 9.V, to about 80' ( in the same seven-\ear period. And the converts to electric itv in Beaumont, Tex., have been even more numerous: from 9.V , in 17 to 7.")' '< cooking with gas today. Wooing the dealers: I„ addition to the tug-of-war between utilities and appliance concerns for stove custom- ers, there's an equalK important bat- tle raging over dealers. Since dealers usualh stock both gas and electric ranges, each side aims to get distribu- tors to push its own wares harder. I nited officials realized no amount of advertising could guarantee results unless dealers were infected with en- thusiasm about the Round-up. An ex- tensive pre-Round-up dealer merchan- dising campaign was launched, detail- ing everv aspect of the six-week drive and outlining what it meant in terms of bigger sales. Highlight of the dealer-directed ac- tivities was a personal appearance tour Iv Chuckwagon Charlie. Charlie and troupe — including an entourage of hill- billv musicians swaggered through 12 cities of the South Texas. Louisiana and Mississippi areas in a two-level bus. Charlie made personal calls on dealer-, and in each citv thev assem- bled for a jazzed-up version of a sale- meeting, beginning with a barbecue dinner. \ sample radio commercial was played at the dinner, and after the chairs bad been pushed back, dealers were entertained with a 30-minute "i iginal plaj stai i ing ( harlie. I be "melodrama," (harlie Takes Over, revolves around a big-citv gas appliance dealer who doesn't advertise, Bell or displaj bis wares properly. His I iiend Charlie, a chuckwagon cook for a ranch, calls the sales manager of I nited Gas who loads him down with a complete Bales kit and displaj mate- nal. Charlie fixes up the appliance Btore in a jiffv and dealer friend be- come- a whopping success. The -kit wa- written and directed bv Ed Cope. Bozell \ Ja< obs publicit] man. In real life, incidentally, Charlie is Bob Given, a former professional char- acter actor now living in Houston. Preceding the personal appearance tour, the 1,800 dealers in Lnited's area were hit with a barrage of poster and display material, dealer kits and a spe- cial four-page newspaper outlining the Hound-up drive and suggesting dra- matic window displays. Example: a W e-tern setting complete with corral fence, saddles, bundles of hav and cow- boy gear to set off a modern gas range. I nited also expanded its personal con- tact program with dealers. Two to four dealer-relations men were added in each di\ ision. Dealer kits included a sales tips booklet, proofs of newspaper mats and pictures available for promotion and a sample Chuckwagon Charlie mask offered as a giveaway. In addition to promotion material and special meetings, salesmen and dealers were wooed with a special in- centive plan involving points and prizes. I nited awarded appliance men a certain number of points for each dollar of sales, plus a premium of 150 points for either an automatic gas range or a clock-controlled ran^e -ale. Dealers exchanged points for prize- at the end of the Round-up. The plan was worked out bv Relnap i> Thomp- son, a firm specializing in sale- con- test and premium prize work. To stimulate installment-plan -ales. United offered to finance such pur- chases for smaller dealers, since many are unwilling to seek bank financ ing. I nited backed these sales provided a Id' , cash down payment or an old- stove down payment was made. It kicked oiT this plan at the beginning of the Round-up drive, plans to continue it indefinitely. Were- 1 nited- better dealer rela- tions effort- a -in. i - "Dealers in our area are -bowing a lot of real enthusiasm for the first time." -av- \le\ T. Johnson Jr.. divi- 94 SPONSOR NOW 100,000 WHAM-TV Take f3 First Station That's Still First in Power and Coverage Maximum power to reach 17 rich counties, effective coverage of fringe areas, top NBC programming, and people who know how to sell are what you buy when WHAM-TV sells your product or service. Reach more homes, more people, more effectively with Rochester's FIRST Station, WHAM-TV. To stay FIRST, WHAM-TV's new six-bay antenna beams the maximum authorized VHF power to folks living in this billion dollar market. Represented by George P. Hollingbery Company ROCHESTER, N.Y.'S 15 NOVEMBER 1954 95 -ion Bales manage] .ii Jackson, Miss. I ilunk we ve learned the value ol thai extra bit of planning in stimulating -.lit--. \inl dealers are much more aware ol oui advertising than evei before, i Kicking ofi the Round-up was ;i 90- inch newspaper ad which ran in 130 papers in I nited's area. Supporting the radio, t\ and newspapei campaigns were billboards in the tri-state area. Vboul lir of I nited's total ad bud- gel i"i L954-'55 has been earmarked foi radio and t\. <>n television, it uses trim* V \ml\. a CBS TV syndicated show, ovei Kl VG-TV, Lake Charles, I , . KBMT, Beaumont, Tex.; k\OE- l\. \1 ■. La. It will sponsor a second t\ film show in two cities be- ginning 2(> November: I nited Tv's Mayor of the Town over kl'LC-TV, Lake < barles, La., and K.TRK. Hous- ton. Radio has been used onlj sporadi- callj previous to this fall's Round-up. Like I nited Gas, the big electrir companies in the Southwest stage an- nual speciall) heaw promotion efforts to push "all-electric living." * * * 50,000 WATTS broadcasting exclusively to 1,466,618 Negroes — never reached before. Top Hooper and Pulse rated Station in the Mem- phis Market! II rilfl imii for "Golden Market" Survey, N Dl I. Memphit Hiprrsenleil by JOII\ /.. PEARSON I <>. ixih iii trron ici it ». SOI rut. 4\t ARF VALIDATION (Continued from ikiu>' 34) man) advantages. From a more un- selfish point oi view, \KF offers a waj ol making advertising nunc effective Eoi eve] \ bod) . In addition to putting 3 seal of ap- proval on research projects, ARF is aiding air media and ail advertising in two other ways. It offers confiden- tial consultation to stations and net- work* planning research and turns out it- ou n studies and repoi I-. The soon-to-be-released report on ratings < ■(imes under the latter category . Earlier this year, VRF put out a radio- t\ bibliography. Some of the recent re- ports of a more general nature, such as those on motivation research, are also of interest to ra< io-tv people. The cost of these reports is defrayed from subscriber clues, but it is inter- esting to note that, aside from the four national networks, only one station. WBAY-TV, Green Bay, Wise., is a member of ARF. Consultation on re- search is paid for by a medium or me- dia on a per diem basis and validation. which is actually an extension of con- sultation to cover a research project from beginning to end. is paid for on a contract basis. NBC TV is among tho.-e who recent- l\ availed themselves of VRF's help. The network went to ARF for consulta- tion in setting up a sample for its day- time video stud\ . While VRF validation adds some- thing to the cost of a research project. ARF ((insiders it low when compared with the benefits which result from Mil approval and guarantee of the data published. When the medium has an VRF report, it does not have to waste time proving that the stud] is 'correct." (The four-network BAB studv. including validation and print- ing of the report, cost the underwrit- ers $80,000.) To some there appears to be a hid- den COSl tailor involved in validation. The high standards which \I!F ap- plies to research may, in some cases, raise the actual cost of the research above what the medium could get hv with or has been accustomed to pay- ing for less a< ■ mate research. Another "disadvantage" of \RF- validated research i- the amount of time added b) the < are which goes into planning and executing a stud) and the Fact that VRF groups must meet to thrash out the problems. 96 To understand how \ltl works and what \KF validation involves, here i-. briefly, what happened before the set count could be a realitv . 1. ARF validation of a radio-tv set counl was requested b) the four radio network- and l!\ll. While both radio and t\ were involved, the entry of BAB (not an \KF member) into this picture is a reflection of the special in- terest radio had in proving once and for all what it had been claiming about the -i/e of radio and the dispersion of ladio Bets. 2. The request had to be approved hv the VRF board of directors which i- interested in studies "sufficient!) broad to be of interest to a wide - ment of Foundation subscribers." 3. Following this approval, an ad- ministrative committee was set up. V cording to VRF policj the committee to administer the studv must reflect the tripartite i agenc) -adv ertiser-medium i nature of ARK. Appointed were I BS Radio's research director, Harper Car- raine, chairman and one of those meal active in pushing the set count; I .. I Deckinger, vice president in (barge of research for Biow : G. S. Brady, re- search director, General Foods, and Kevin Sweeney, B \B president. Ex-officio members of the adminis- trative committee were A. W. Lehman. ARF managing director: I). B. Lucas. VRF technical director, and H. G Barksdale of ARF, committee bo retary. 4. Next, the committee met a num- ber of times to pin down the detailed scope and objectives of the study. The appointment of Alfred Politz Research followed and then came the problems of designing the sample. One of the mosl important decisions was the definition of "sets in working order." The radio definition was a stringent one. probablv the most strin- gent ever used in a studv of this tv pe. \nv radio set incapable of reception, even if it was to be repaired inimedi- ately, was considered out of order. I. ven batter] sets thai were operable but without batteries were considered out of order. In the case of tv. how- ever, if the set could receive sound but no picture or picture but no sound it n,i- considered in working order. Ml this work was done under the supervision of the VRF technical Com- mittee, a tripartite group chaired b\ Vrno Johnson, resean h chief and vice president at JW l\ 5. VRF supervision even extended to the field work, which took place last SPONSOR . # 1 ;5^*B*Bi,fflij ■>■/. .^jPlUil-Ll' 4 BIGGEST SWITCH IN TV HISTORY Be// System technician stands by to switch Light's Diamond Jubilee program to television's largest single audience. It was Sunday, October 24. The largest commercial television hook-up in history was only a few seconds away. At nine o'clock EST the switches were thrown . . . and for two hours the television networks carried Light's Diamond Jubilee program to more people than have ever before watched a single event as it occurred. This is still another milestone in the development of the Bell System television network that only six years ago consisted of less than 1000 channel miles. Today that network adds up to more than 61,000 channel miles. Providing transmission channels for intercity television today and tomorrow 15 NOVEMBER 1954 The job of building more facilities — and of adapting existing channels to carry color —will continue to keep pace with the television industry's rapidly growing needs. BELL TELEPHON SYSTEM 97 May. I oui Mil' men i he< ked 25 lo< a- it<>ii~ from i oasl i" coast and went oui with interviewers i" make sure the work was pro< ceding .1- planned. The plai es \ isited l»\ \l!l ha kers were not (>< ).!»<)() I .S. households. To put it another way, ')\.~' < of I .S. households had one or more radio- in working order. I The study did not cover radios in offices, -tore-, othei public places, hotel-, motel-, armed forces installations and in non-house- hold vehicles, such as taxis and tru< k-. Radios in these location- are estimat- ed h\ the broadcast industry to come to about 1<) million additional Bets, making a total of about 111 million "locations." 1 • I he total number of television sets associated with I ,v. households came to 29,260,000. The actual total num- ber of Bets in working order was 28,450,000. On the household level. 59.4^5 ol I ,S. households or 28,230,- 000 of them had one or more video seta and 58.19? or 27,600,000 had one 01 more in working order. • Two third- (>(>.2'< to be exact — of .ill radio I .S. households had more than one radio -et working. The actual breakdown b) number of set- i- as f olio we: 33.8^ '< had one -et. 32.7* ! had two. 19.095 had three. 8.7', ', had four. 3.495 had five and 2.4'i had six or more. One of the most significant groups of multi-set figures show- to what extent the growth of television has been accompanied l»\ an incri in multi-set radio home-. Vmong t\ households 75.69{ bad more than one radio set in working order, while among non-fr households the figure was 32.. V ; . The former group had an average of 2.33 radio sets in working order, while the latter had 1.81 Bets. • The basic auto radio picture was as follows: 53.69? °f I 'S- households or 25,500,000 million had one or more O/Pf/lg NOVV\ . . <& otce wtuf s£rz!!.<">'; have working I \ sets. Lower: 35.9$ have tv sets. By household size: One-person household: 22.3% of this group have one or more working tv sets. Two persons: 52.3 fc have working tv sets. Three person.-: 65.2$ have working tv sets. Four persons: 70.7% have working tv sets. Five persons: 68.0% have working tv sets. Six or more: 57.5% have working tv sets. * * * PUPPET COMMERCIALS (Continued from page W) llian dollai i\ budget more man a million dollar ■> ..u^* went into the production of new pup- pet film commercials. Graham per- suaded Goebel management to make this relatively heavy investment be- cause of the impression the firsl Goe- bel puppet commercials made upon viewers. Goebel feels that the $10,000-cost- per-minute puppet commercial has paid out in viewer impact. "Every week we get letters from viewers about these commercials," Graham told sponsor. "We've had let- "The FIRST WITH THE MOST!" That's why Windy, the guiding spirit of TV in Central Kansas, declares KTVH — "The Best in Its Class." According to Windy and everyone in the know, "KTVH was the first television station in Kansas — the first network affiliate in the state — the first TV station in Kansas with network color telecasts — first with a full day of programming — first with remote telecasts." And there are plenty more reasons why KTVH is the "first and last word" in television for Central Kansas. Windy says, "Better investigate, today!" KTVH WICHITA -HUTCHINSON VHF 240,000 WATTS CBS BASIC - DUMONT Represented Nationally by H-R Representatives, Inc. CHANNEL 12 KTVH, pioneer station in rich Central Kansas serves more than 14 important communities besides Wichita. Studios and sales offices are located in Wichita (Hotel Lassen) and Hutchinson. Howard O. Peterson, General Manager. 15 NOVEMBER 1954 99 U U U 1/ . . . advertising always pays in the V •H /'■■■ I. .- '■■ ' \\--- %■■. RICH, GROWING NORTH CAROLINA MARKET D E I L K . . . coverage than ever before is yours with RADIO in the 15-county Winston-Salem NORTH CAROLINA Market DC J I . . . buy morning, afternoon and evening is ters actuall) thanking us for showing these films." Pari of the reason for this favor- able response i- the novelt) of the i'< hnique. People are not yet accus- tomed to moving puppet- as they are i«> animated cartoons. "We've found thai we got far - ■ ratic Tomato as an animated puppet. Goebel commercials always open with Brewster's crow and end with him holding up the hollow-stemmed Swedish goblet, Goebel's other nation- al trademark. Between the opening and end of the commercial, Brewster stars in a briel dramatic -kit: pitching tin a puppet baseball team, or deep- sea diving, or mountain climbing, or traveling in Europe. I ,ii h commen i.il is accompanied b\ a musical jingle thai talk- about Brew- stei - antics in that particular film and about the popularih ol Goche] beer. These jingles an general!) rhymed ami off-screen voices sins them in a fast-paced four-quarter beat to folk tunes. To date. Graham has bad 15 or more different 60- and 20-second films produced for Goebel bj Transfilm and Joop Geesink. Gee-ink works in his Dollywood studios in Amsterdam, Hol- land. Graham, however, supervises the production through Transfilm in New ^ ork with Joe Forest, Transfilm s < reative director, acting as liaison be- tween the advertiser and Gee-ink. I' usuall) take- 10 week- to produce an animated puppet commercial after the Btoryboard has been completed. These are the steps Graham goes through in planning a new series <»f Brewster commercials: He telb lii- 'i'p> theme to Joe For- i-t. Forest translates tbi^ theme into a roujih Btoryboard which he Bhows to the client. II the advertiser's bapp) with these ideas. Forest has an arti-t make up a more complete Btoryboard which he sends to Geesink. "These storyboards are do more de- tailed than those for commen ial- us- ing live talent," Forest told sponsor. "We don't want to tie (ice-ink down too much. His animators should have the same freedom in 'directing' the puppets, as a film director has with actors. In Holland. Geesink -ketches his concept of the puppets required bj the storyboard and -end- these sketches ba< k to New York for approval. Once these sketches are approved, Geesink's staff jioes to work. A puppet animator makes a scale drawing of the fiuure to be used and shoots it along to a wood carver. The hitler make- a bead (unless the puppet is to have a plastic head I, or feet and hands. These wooden parts are then given to a plastics man who make- ■ matrix, or cast, of them BO that I sink will have -pare parts in case of accident. Next, a colorist paints the parts, a wig-maker produces the hair. seamstresses sew the costumes. Final- ly, an inner construction specialist puts the various pari- together on the twi-led aluminum or wire frame. The puppets USUall) -land about eight inches tall. Their features are an artistic interpretation of people oi animal- rather than attempts at pho- tographic reproductions. The Bets, on the other band, are often faithful imitation- of actual places, e.g. the Eiffel Tower in Paris, or a museum. In this way, Gee-ink 100 SPONSOR L UUERD ATLANTA'S TOP INDEPENDENT MOVES GOODS FAST IN THIS $100 MILLION MARKET The WERD listening audience predominantly made up of the 290,000 Negroes in the WERD coverage area, is responsive, loyal and partial to the specially-designed programming of this Negro-owned and managed 1000-watt outlet More and more national advertisers are discovering that the magic formula for top sales in one of America's top markets is WERD AMERICA'S FIRST NEGRO- OWNED RADIO STATION 860 kc 1,000 watts Radio Division — Interstate United Newspaper, Inc. Represented Nationally By JOE WOOTTON J. B. BLAYTON, JR., General Manager 15 NOVEMBER 1954 101 In - _i\ ing the < ai i< ature-puppeU a realistii Frame "I referen< e. . e the Bets are up and propel \] hi. ili,- animatoi ami lii- assistant ;j" i,, work again. I he animatoi puts each puppet mi" the propei starting posi- tion, adjusting their bodies ami heads and then signals t<> his assistant to shoot the picture. I he i ameraman uses .1 regulai 35-mm. film camera, !>ut shoots In stop-motion, that is frame- by-frame. II he's working with pup- pets ha^ ing wooden heads, the ani- matoi lake- nil their heads whenevei ilir puppet's expression is supposed i<> change and substitutes t he head with the right look. If he's working with plastic puppets, the animator adjusts theii features much in the same wa) that he adjusts their limbs and bodies. I he stop-motion technique, however, i> the most time-consuming and costh part of the job. Each particular frame must be positioned before il is photo- graphed. Since there arc I 1 frames to each foot <>f film and 90 feet to a 60-sec I commercial, the animator and lii- a— i>tant must take 1260 dif- ferent exposures, assuming a perfect i un-throueh. HE LAND OF MILK ANDl*ONEY INTERCONNECTED CBS, ABC, DUMONT, 55 COUNTIES Haydn R. Evani, G. Mgr. WEED-TV I he < ost nl the Geesink commer- cials is equal in the cost <>f most good lull cartoon animation, that is $100 to -I in pei foot, oi 19,000 to $10,000 iin a 60-sei "ml < ommercial. I lii- i <>-i maintains il the advertise] uses from one to four puppets. If lii- Btoryboard requires nunc, the cost i ises not onlv because "I the expense of producing the puppets ($100 each), but because nl the extra animation work involved. The soundtrack i- a separate com- ponent of these commercials. It's usu- all\ taped in the I ,S., then sent to Geesink to incorporate into the film-. SAG reuse payments apply, ol course, onlj to the off-screen voices. The pup- pet film- themselves apply, of course, onK to the off-screen voice-. I he pup- pet films themselves fall under the same regulations as animated cartoon-. Essentially, the Brewster commer- cials fall into three categories: i I i tie-in with major sports Goebel spon- sors : (2) dramatic take-off on a fa- mous personality or e\ent. e.g. Hopa- long Brewster; (3) illustrations of a current campaign theme, e.g. the en- dorsement of Goebel hv leading Euro- pean brewers. This campaign is start- ing this month. Goebel rotates these Brewster com- mercials in it- 12 t\ market- through- out the year. For example. Brewster's baseball adventures are shown during Goehel-sponsored baseball game-: his football adventures, during Goebel football telecasts. In each one of its Iv markets. Goe- bel has tried to become identified with the most popular ball club in the area. Recentl) these have included the De- troit Tigers, Detroit Lions. San Fran- cisco Forty-Niners, Los Angeles Rams, Chicago \\ bite Sox and Chicago Cubs. Vnderson, Goebel's president, set the pattern for Goebel's air media buys some 13 \ears ago. Formerlj i college -port- celebrity, he continued to be a -port- fan long after his grad- uation. In the Forties, he became pres- ident of the Detroit Lions. He helped develop the team to world champion- ship level, lliu- building up a valua- ble railio-tv propertv for Goebel. \- long ago as 1941 he decided that major -port- event- attract the type ..I audiem e that appreciates a bottle ol Goebel beer. I hat year he bought the broadcast rights of the Detroit Hgers, .i Midwestern pro baseball team, and Goebel began sponsoring theii games over radio stations throughout it- distribution area — Michigan and northern Ohio. A few years later Vnderson acquired the ra- dio and tv rights of the Detroit Lions, and Goebel began to build a reputa- tion for coverage of major regional sports events. Typical ol the firm's tv -port- cov- erage was Goebel - schedule during Julv and A u l: 1 1 - 1 1954. During the baseball Beason, Goebel sponsored 60- to 90-minute baseball games over WWTV, Cadillac, Mich.; WJBK-TV, Detroit; WKZO-TV, Kalamazoo, Mich. In Detroit Goebel al-o sponsored the races at Ha/el I'ark and the Wolverine Races once a week over \\\\J-T\. For non-sporting audiences, Goebel sponsored Duffy's Tavern once week- K on kl'IY San Francisco; Wlll'.l - TV, Rock Island, III.: WKJG-TV, Fort Wayne; WWTV, Cadillac; WSPD-TV, I oledo. The firm also had three or more nighttime announcements weekly on KGMB-T\ and LOW. Honolulu: WDSl -TV, New Orleans; WWJTY. Detroit; WOOD-TV, Grand Rapids, Mich.; WSPD-TV, Toledo. \t the same time, Goebel used Goe- bel'- 12-station baseball and football radio network in its Michigan and Ohio home area to broadcast two-and- a-half hour- of baseball games daily. Currently, Goebel ha< t\ football cov- *•••*••* • •We ar«' working Bteadil] a- an inilu-- irv to improve programing. . . In resist- ing control from an> out-ide force. we believe we are engaged in the policy that i» consistent willi the freedom that wa- established with snefa wi-dom bj those who wrote the Kill of Rights and the Constitution." initOI.D E. FELLOW S President, > tKTIl. fFaakingUm, D.C. • ••••*•• erage in California, Louisiana, Ohio. Indiana. Illinois, Michigan and New York; radio football coverage in 15 -tales and Hawaii. In major radio market- where G bel doesn't sponsor -port- event-, the brewer uses saturation announcement schedules of as man) a- inn announce- ments a week. Currently, Goebel is 100 radio stations with either an- nouncements or -port- coverage. Vnderson feels thai the firm'- adver- tising has boosted sales measurably. lie point- to two recent years a- one proof: In 1953 the firm- sales were $43.8 million against $39.7 million in l(>.")2. Todav Goebel rank- 12th in the nation's brewing industry, fii-t in ii- Michigan home-market. * * * 102 SPONSOR WBRE-TVs /W*fefeM^«sg IN JANUARY . . . 1,000,000 WATTS W"^"^ 2,000,000 POPULATION 200,000 SETS .America's Finest network is composed of radio and television stations throughout the country whose audience acceptance in their respective service areas is particularly outstanding. This overwhelming influence is like the protective arm of the law which guards time buyers and their clients against advertising accidents. We are proud of our 30 years in radio and television, and we are happy to announce that on January I, 1955, WBRE-TV ( in only 24-months of operation ) will be a member of the Basic NBC-TV Network. Engineering know-how! The best quality picture! Complete schedule of NBC shows! Outstanding local productions! A news service which covers the Northeastern quarter or* the state! RCA-NBC Color! Power! Coverage! Population! Audience! Results! That's -TV Ch. 28 Wilkes-Barre, Pa. G3 C3 V9 National Representative The Headley-Reed Co. TV DICTIONARY . ( ontinued from page IS i SPLICER A machine for more or less maticaily effecting the operations needed to splice two lengths of film. All practical splicers arc at present Bned to making lap splices and none Is fully automatic. Splicers are i as hoi or cold, according m whether heat is or is not applied to film joint tn hasten the drying of ! he cement . Hand Splicer A splicer in which the mot urns required In splicing are ef- fected exclusively by the operator's ham Machine Splicer A splicer in which the muiions required in splicing are ef- fected by the operator's hands and feet. SPLIT FOCUS Adjusting the focus of tv camera midway between two sub- jects when one is in foreground and other in the rear. Usually done in two- shots to give both subjects equal dra- matic value. One use of contrasting lighting also helps create the desired effect. SPLIT REELS Standard reels having one removable side, so that a core may be mounted on the spindle and wound film taken off at will and transferred to a flange or a can without having to undergo rewinding. m rmmmm If you use TV film you need BONDED TV film service! Saves Vou Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records • Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment DED I SERVICE LOS ANGELES 904 N La Citnrga BR 2-7825 NEW YORK 630 Ninth Avt. JU 6-1030 FASTER, SAFER, LESS COSTLY... Because It's Adore Efficient! SFLIT-SCREEN PROCESS Also called split frame. Process used in making a shot of an actor playing a dual role. In films the shot is made in two phases. In the first, part of the frame area is masked, the actor playing his first role in such a position as to regis- ter on the exposed portion of the film. In the second, exactly this exposed part is masked and the actor plays his second role so as to register in the re- maining portion, now exposed. The two combined give the desired effect. In tv this effect is usually accom- plished with the aid of superimposures. dissolves, overlaps and mirrors. S.I. or SPONSOR IDENTIFICATION Also sponsor identification index (S.P.I.) . Percentage of regular and or irregular viewers of a tv show or personality who can identify the name of the spon- sor or are familiar with specific data about the product advertised on tv. SPOOL A hollow plastic or tin cylin- der on which film is wound. SPOTLIGHT Lamp capable of project- ing narrow beam of bright light onto a small area, used in high lighting. To stretch any part of a broadcast for the pur- pose of filling the full allotted time of the program. SPROCKET HOLE Small hole punched at regular intervals along film to en- gage with the sprocket teeth in cam- era, projector. STAGE DIRECTIONS Indications in the script of movements, crossings and other actions required of an actor. Stage right and stage left are given in terms of an actor's right or left when facing the audience or camera. Downstage means towards the foot- lights or camera and upstage is away. Center stage is the center of the play- ing area. 'See Sign Language for tv.) STAGE SPACING Referring to correct distance between talent and props when they appear in act and on cam- era. staging coordinator (1) Super- visor of production facilities on indi- vidual pro^rim. (2) In charge of con- struction, transfer and assembly of settings and all mechanical and phys- ical materials. '3> Is directly respon- sible for operation of carpentry and property personnel »4) Has responsi- bilities comparable to those of the stage manager in the theatre with re- gard to all aspects of the program With the exception of talent. STAGING DIRECTOR Puts movement into uninteresting tv shows; stream- lines action. STAGING PLAN or BLOCKING A scaled pi Lnt or plan of the studio or stage floor upon which are recorded the lo- cation of walls, settings, doorways, furniture, sound effects, orchestra, the disposition of various properties and working areas. The staging plan is a prerequisite to all developments, scen- ic execution, set dressings and camera movement planning and is used by the director to plot physical action and business prior to rehearsals in the ac- tual setting. STAND BY Cut to talent, cast or crew that tv program is about to go on the air. Also substitute tv show, whether dramatic, musical or commentary, which is relied upon in an emergency, when allotted time for show already on air has not been filled. STAND BY or SAFETY A second tv film or recording 'original), usually made simultaneously with original. To be used for duplication should original be lost, damaged. STAND-IN An understudy; one who resembles the star and may be used in his place. STAR Actor or actress whose appear- ance in the principal tv role may be regarded as one of the main requisites for the show's success. STAR MAKER Also called string bean. Long, thin, small RCA mike. STARCH IMMEDIATE RECALL A re- search term used by Daniel Starch and Staff for their technique of interview- ing program viewers by telephone, im- mediately after program leaves the air, to question viewers regarding commer- cials. Immediate Reaction is same technique applied to program reaction. STATION BREAK 1 1 1 Interval between programs, usually at '4. '2 or 34 of an hour. (2) A cue given by a station originating a program to network sta- tions signaling that it is time for indi- vidual stations to identify themselves to local audience STATION-PRODUCED PROGRAM A pro- gram in which the station has hired the talent and created the show. The program is purchased by the client and or agency in toto. The client may request changes, which may or may not be made at the discretion of the station. STATION REP An organization or in- dividual acting on a percentage basis to sell a station's time to sponsors. ( f>i<'(i<>iinri/ eewrtmiei next issuv) 104 SPONSOR o o What can you do with $138? Yessir, for S138 you could buy your wife several cute hats. Or get some new golf clubs for yourself. Or buy some mighty fine records for your Hi Fi library. But if it's advertising values you're looking for — ON WOAY, $138 will buy 26 1-min. spots! WOAY, Oak Hill, is West Virginia's second most powerful station. WOAY covers 21 West Virginia counties. WOAY delivers a total Nielsen audience of 102,200 radio homes — an average daily Nielsen audience of 51,320 radio homes! Write direct for full details. WOAY OAK HILL, WEST VIRGINIA WEST VIRGINIA STATION COVERAGE DETAIL Radio Homes in Area NCS Area No. of Coun- ties DAYTIME 4-Week Cum. Weekly Average Day NCS Circ. % * NCS Circ. %* NCS Circ. 0/ * 20,370 FAYETTE 1 18,490 90 18,220 89 10,150 49 18,190 GREENBRIER 3 15,490 85 15,130 83 6,720 36 66,940 KANAWHA 1 10,310 15 7,180 10 4,410 06 14,570 LEWIS 4 3,110 21 2,280 15 1,680 11 18,260 LOGAN 1 2,780 15 1,960 10 1,020 05 19,440 MERCER 1 8,000 41 6,480 33 3,990 20 14,290 NICHOLAS 3 11,450 80 11,080 77 6,620 46 23,930 RALEIGH 1 20,220 84 19,610 81 8,540 35 12,290 ROANE 4 2,720 22 1,990 16 1,460 11 16,750 WYOMING 2 9,630 57 8,610 51 6,730 40 225,030 10 TOTAL 21 102,200 92,540 51,320 "=% of Radio Homes in Area Robert R. Thomas, Jr., Manager 10,000 Watts AM -20,000 Watts FM « WE GOT THE RED RIVER VALLEY ALL TO OURSELVES!" \\ I) \Y-TV is the only TV station in Fargo . . . the only TV station in the Red River Valley. Our nearest "competitors" are: Minneapolis- St. Paul more than 200 miles Bismarck, N. D more than 185 miles Valley City, N. D more than 50 miles More than that, we don't think wed have lucfa "competition", even if there wen- three or four other stations riui the ballet a- a horrid example ol i\ showmanship, and Pal W eavei seemed h Uling t<> live \\ itli the verdict in lii- 1 om ei sation with sponsi 1:. But In- did not go along « iili :..i on the question "I program |t\ el. I le -1 rongl) defended the effoi 1 !•• c ombine broad mass appeal w itli taste ami intelligence. He cited the image ol the pj ramid, w hi li has a broad base ami tapers to a pinnacle. It i- possible, he declared, in devise pro- grams so 1 onceived that the) appeal to both tin- broad-based 111,1-- and the select few at the top. \n example lie brought tn mind n;h that "I Fred Vllen's old radio show. which could be enjoyed <>n different levels. Weaver is convinced the same thing i- possible with the spectaculars. Another ! pel foi tnance buildup. \\ eavei reje 1- this \ iew. He told sponsor thai \l!( intended to continue w itli origi- nals, but would trv to duplicate to some degree the Broadwaj buildup tei h- nique. Tunes might be released about eight week- ahead of the -bow. and plugged, so that the) could work foi the program; tin-, however, is cumber- some to work out, In- -aid. because of tin- nature of the music business. On the -bow it-ell fewer number- will be used, and the) will be reprised and staged more in accordance with P.road- wa\ experience. In this wax. it is hoped, the musicals w ill not come into tin- living room complete!) cold, but will bring with them the warmth at- tendant upon recognition and familiar- ity. I be 7 \o\einber -bow appeared to follow some of Spector's prescriptions. It was a rex ue. rather than a book show, and the numbers were all tried and true. Frank Sinatras musical album sequence from Hollywood bad the elements of simplicity and direct- ness, as well as the heart-appeal of the little girl bit. "^ et the rating storv of this swiftly moving show was no better than the others as far as Trendex was concerned. Weaver appeared willing to accept al least some part of Spector s \ iew thai the time of the program could be limited to an hour. As Spector put it. the hour-and-a-half length is too long to fill with top-qualit) material con- sistently. Padding and dull stretches are almost inevitable. If the dead wood ol the first two shows had been cut out. and the length limited to an hour, he told a press conference, the resulting shows would have been great. He definite!) wants to limit the program to that length. \\ eaver agreed that for Sundav night an hour length might ha\e merit. There i- a sharp rise in sets-in-use at 8:00 p.m.. and the 7:30 p.m. opening, which becomes much earlier as the cable goes we-l. might not be working to the benefit ol the spectaculars. Hut be feels eai li -li"w should be considered indi- \ iduall) . \- i.n .1- Saturda) and Monda) nights wiie.. in cined. Weaver argued strongl) the necessit) of the hour-and- a-hall length. Reactions to these pro- gram-, a- revealed at the ageix ies, do not indicate that client- disagree. Vmong the points that Spector has iai-ed publicl) i- that of color. He feels that too much attention ha- been paid to it. not enough to black-and-white. \\ bile clients do appreciate the excite- ment of color, the) are not happ) about the fact that there ale -i. feu color sets. Some « iili' - -a\ that the -bow- have been geared to displa\ color attrac- tively, and that black-and-white -bow- man-hip ha- suffered a- a result SPONSOR found a number of contrary \iew-. a- well. \\ bat it seems to boil down to i- ibat NBC i- -till convinced of the merits ol the spectaculars. It intend- to put mone) and it- best effort- into making them better and more popular. (Weaver stated NBC ha- gone over the budget on spectacular- and will continue to do so when necessary.) The clients are willing to go along even where unhappv about the ratings, largelv because of confidence in \\ eaver and the natural de-ire to prove their judgment sound. \- one Bummed it up for SPONSOR: "We are not thrilled b) what has happened. But we are not read) to throw in the sponge yet. Even the spectacular-' severest 1 riti- ics among the clients, Ravmond Spec- tor, has taken the long view. '"I admire and like Pat Weaver," he told SPONSOR, "and have great confidence in his abil- ity along with the creative people of NBC. I -till believe that these shows can 1 e made to pay off. So far we have been reviewing the spectaculars onl\ from the limited standpoint of ratings. But the rating- are onlv part of the storv. even if they have received the most publicity. \- an\ advertiser knows, you buv more than size of audience with a television show. You may, in fact, not be con- cerned b) a low rating if your -bow produce- other, and equall) vital re- sults. What ha- been overlooked in much ol the trade discussion are the plus values accruing to the super-show. The moment you look at the spectac- ulai- from an over-all marketing stand- point, -av admen, the picture changes and the ratings become not quite U significant as at first glance. This is true id all the clients concerned with ime exception, Hazel Bishop. \nd when you examine the marketing prob- lem- of the various sponsors <>f the 108 SPONSOR spectaculars, it becomes apparent win the one most directly concerned with ratings should he Hazel Bishop; this company is more likely to be dissatis- fied with less than top ratings than any of the others because of its marketing setup. At a press conference, Ra\ mond Spector stated that he didn't need ratings to tell when he had a good show on his hands. He has quite re- liahle indicators, particularly the effect on the market place. Elaborating these points in an interview with SPONSOR, Spector pointed to the absence of dealers and distributors as major factors in his marketing picture. As soon as the consumer buys as a result of a campaign, the effect is felt in re-orders within a very short time. Thus, Hazel Bishop can assess the effectiveness of a tv showr within three days after it has been telecast, says Spector. The spectaculars simply failed to make any dent in the market. This, to Hazel Bishop, is of more significance than ratings, particularly in the light of the proven ability of the company's This is Your Life show on NBC to move products almosl immediately. Clearly, what such an advertiser looks lor basically is a maximum audi- ence at a good price. Subsidiary \alues are not as important to a client who operates on the principle that advertis- ing must pay its way immediately. I he case i- quite different w ith Hazel Bishop s co-sponsor. Sunbeam. \<1- \rilising manager A. E. \\ iddifield described his company's distribution pattern as ultimately depending on some 200. li()() dealers. "The spectacu- lars.'" he told SPONSOR, "represented something new, sensational, something that could be used to excite the trade and sales force, make a positive and unusual impact." This is important to Sunbeam because it takes dealer cooperation to make its big Christmas and seasonal "gift buying occasions" pay off. It is, incidentally, because Sunbeam products are largely purchased on gift buying occasions, that the company will be unable to evaluate sales effec- tiveness of the spectaculars until after the Christmas buying spree has spent itself. And even then, according to Widdifield, it will be difficult to de- termine precisely the sales power of the big shows. In Sunbeam's case, the product is not usually bought quickly or on the spur of the moment. How important the dealer aspect of the spectaculars is was evident from the heavy merchandising conducted by Sunbeam. I he merchandising possi- bilities of the spectaculars, in fact, seem to be at least as important in the clients eyes as their immediate adver- tising impact. Even an advertiser yet to appear on the air, Reynolds Metals, although not happ) with the rating results obtained so far on Sunday nigh! Re\ nobis goes into the Sunday period for the 5 De- cember show along with two later ones — is quite happy about the mer- chandising possibilities. Ad manager Jack Boyle told sponsor: "To us De- cember 5 offers the biggest opportun- ity to merchandise." Boyle was happy about the merchandising opportunity afforded by color. He hopes to be able to bring the trade and salesmen into the studios to watch the show. Boyle, incidentally, is not only dis- appointed in the ratings achieved so far. but differs with NBC on a number . . . keeps viewers tuned to KMJ-TV FRESNO • CHANNEL 24 the FIRST TV station in California's San Joaquin Valley KMJ-TV pioneered television in this important inland California market. The strong pull of top local pro- gramming plus NBC and CBS network shows continue to make it this area's most -tuned -to TV station." KMJ-TV is your best buy in the Valley. Paul H. Rai/mer, National Representative •KMJ-TV carries 24 out of the 25 top-rated nighttime programs, 6 out of the 10 top-rated daytime shows in the Fresno area. (March 1954 ARB report) 15 NOVEMBER 1954 109 ..I points, among them the name "spec- tat ul. ii " itself. To him, Boy le stated, the I dison Light program was .1 true Bpe< ta< ul. n . < in the w bole In- finds himself prefei 1 ing something like S tor's "feature presentation". \i the game time, Bo) le points out, Rey nolds lullv appreciates r 1 « ■ \\ anxious NBC is I., make these Bhows Buocessful, .mil is therefore taking .1 perative, rather than a < 1 iii' .il attitude. \n open mind i- being kepi mi formal questions. I p to the moment "I Iii- ■ onversation with sponsor, no word bad arrived mi de- tailed plan- foi the ."> December show . But be hoped, said Boyle, that the Decembei Bhow would better than the previous programs. Right down the line sponsor found the merchandising -i<>r\ to be the big ..in. The dealer interest in RCA and Westinghouse shows, tor example, is obvious. RCA sponsors the Monday night spectacular on NBC along with Ford, both being represented by Ken- \c,n and Fckhardt. while Westinghouse sponsors Best of Broaduax on CBS. The interest of RCA in the color impact of the big shows is obvious; Westinghouse, too, has much to gain as a major color set producer. Both got dealer parties going in many cities to sec llicir shows. James (>illi-. Westinghouse account executive at M< ■( !ann-l .1 ic kson, reported that the first Westinghouse show had reached about 53 markets in color; dealer parties were held in about 35 markets. The dealers, Cillis told spon- s(iu. were delighted li\ the color per- formances of The Royal Family and The \hni U ho Came to Dinner. West- inghou-e was pleased, too. not only with the color impact but with actual sales results. I hey were comparable, be reported, with those obtained via ili>- Westinghouse standby Studio One. I ord, ( In yslei and • tldsmobile were reported equally pleased with dealer impa. 1 of ilieir shows. To check first hand, sponsor visited Oldsmobile dealers who had gathered Eoi a trade show in New 'toik'- Mark Hellingei I in at. 1 Random inten iews tui ned up enthusiasth comments. Uthoueh some YOL MUST USE W S 0 K TO SELL THE NASHVILLE NEGRO MARKET ol the dealers had aesthetic criticisms to level at the first Bhow in particular, l.titU in the Dark, they were unanimous in praising the spectaculars as Buch. \ numbei singled them out as Olds- mobile's outstanding promotion; all wanted more. Typical dealer com- ments: "I tliink they're wonderful." ... "I can t Bee how they can miss. . . . "I lie best Oldsmobile promotional job I've -ecu." . . . "Terrific. I'd like to get more of them." In this connection a research man reminded sponsor of the early ets. the client replied that about 60^5 ol his sales were made by the dealer on the floor. As far as he was concerned, he didn't care if no consumer ever saw the Bhow, just as long as he could carry the good word about the program to the dealers! The spectacular clients do, of course care about reaching the consumer directly, hut to a very great extent the spectacular is a dealer show. Enough has been said to show that ratings and cost-per-1,000 are in them- selves insufficient to account for the hold of the spectaculars on the clients. The remaining reasons wh\ there is more positive feeling about the shows than realized heretofore go to the heart of the question of the concept of the -pec tacular itself. Has the spectacular proved sound, or is it a failure? W ill it remain as a permanent feature of the medium, or is it fated only to shine briefly and then disappear? Or will it be transformed into a paler image of itself and li\e on in some more modest form? First, let us recall some part of the aim of this ambitious attempt; NBC sought with it "to return to television the excitement and thrills which are inherent in it." The client presentation predicted: ". . . they are destined to become national conversation pieces. If huge ratings have not been garnered, the Intangible plus of engendered ex- < ilement has impressed mam acKerti-- ing men. Here are some ad agency 1 omments: I rank Eagen, manager of the- New York office of D. P. Brother, which handles the Oldsmobile account: "We are tremendously pleased. The pro- grams have reached out and created mu< Ii publicity. They have proved very merchandisable." \ Kenyon and Eckhardl spokesman on the I oid. RCA Monday night pro- gram: "Despite a weak cost-per-1,000, the clients are enthusiastic. There is the excitement of being associated with .■ new venture, much public talk, main press reviews, all of which represent a big plus. Each -how. remember, gets talked about separately. There is much more excitement than in past years.*' Welles Spence, McCann-Erickson ac- count man on Chrysler, which sponsors Shower of Stars on CBS: '"Two shows are not enough to judge by in any final way. But they have proved exciting. interesting, new. and have been new-. \ generally favorable excitement baa been aroused. \nd thc\ are prestige builders." \l Scalpone, \ .P. in charge * < f u it the same agency : "The spectaculars have extra \alue- that cannot he meas- ured, publicity and merchandise-wise. I here was a tremendous pre-- on both accounts, excitement and anticipation about the new cars, press article-. column mentions, and so forth. The commercial impact i- much greater than usual. There is an aura for selling created which is absent from the ordi- nary show. There is a -c|ualit\" feeling, a lustre to the -how that rubs off on the product. \nd the dealer enthu- siasm is great. The second exciting feature, as far as 1 lients and agencies arc- concerned, is color. Once they see their commer- cials in color, admen appear to be fascinated. All report- to SPONSOR on this subject were glowing. For ex- ample. Elliot Saunders, director of the- New ^ oik office of Perrin-Paus, which handle- Sunbeam, talked of the Sunbeam color commercials in the tone- of an awe-struck discoverer of a new world. There are. in short, a number of values inherent in the concept of the spectaculars, which, in the opinion of clients and agencies, must be taken into account in any evaluation. ^ et are they enough to j ustif \ spectaculars if the ratings do not go up? Of course, no one knows now whether they will ever soar to the heights envisioned at the -tart. If they do, all this will become academic. But in the opinion of more than a few. not always disinterested observers, the spectaculars have a tough load to follow because of their very nature. Listen to ABC's Robert W eitman, for example. '"What i- a spectacular any- way ?" he asks. "Is it just a great main 10 SPONSOR i ,. names put together for varietj or a play? If so, how do you follow the top names? What do you do for an encore?" Weitman compared the medi- um to a movie theatre that runs the two greatest films of the year on a double bill and sends the customer home with a bag of food and two dollars. "You'd be crazy not to buy," Weitman told sponsor. '"But how do we get you back into the theatre the rest of the week? How do you follow a Night of Stars with ordinary attrac- tions?" Others have made the same point. A number have wondered where the idea of the spectacular begins and ends. At least two clients, sponsor learned, are concerned lest there be so many extra-special shows that the audience takes them for granted, and more have told SPONSOR they are unhappy with the term "spectacular"' itself. Raymond Spector has suggested the term "Feature Presentation" as more appro- priate and more readily realizable in accomplishment. He has backing for this view among the others. NBC's president, however, is con- vinced that the spectacular is here to stay. In the face of criticism, he stands firm in his conviction that, given suf- ficient backing and thought, the spec- taculars will come through. Weaver has enough faith in his brainchild to hope that individual programs may even turn into Broad- way or filmland successes. He empha- sized the individual character of the shows. Each one is handled as a unique project, with no relation to preceding or following shows; this is one of the great advantages of the spectacular, that each one becomes an opening night, and is publicized heavily as such. Under such a concept, Weaver warns, it is folly to expect every show to be a hit. The hit is rare in any- medium, and although NBC will con- tinue to try to achieve hit status with each show, it makes no sense for ad- vertisers to grow panicky if a given show does not break records. To critics of the advertising values of the spectaculars Weaver made the following answer: True, the cost-per- program is a factor to be considered. But more important is how it fits into the total annual budget. Considered over a year's time, the approximately $1,500,000 it costs for "10 nation-wide impacts" via the spectaculars is not high; it is less, indeed, than main a regular series. Furthermore, the time, as on Sun- day night, for example, is "premium, blue-chip time" built by other adver- tisers over a period of years, which the new advertisers get without having had to make this past investment. Among the advantages cited by Weaver is the marketing versatilih of the medium under the spectacular con- cept, sponsor in its last issue had run an item stating that Hazel Bishop was not feeling any immediate appreciable sales impact from its spectaculars. Weaver mused that only time and ex- perience would show whether the spec- tacular is or is not a suitable vehicle lot the low cost mass purchase item. Il certainly is suited, he maintained, to the product that benefits from pres- tige advertising. Only the advertiser, he added, knows whether the single, time-separated great push in the continuity of regular ad- vertising is better for him. "The job of the medium is to lav out a range of "LET US GIVE THANKS" Once again, the simple words, "Let us give thanks", are guided upward by pointing church spires. Once again the labor of Kansas farm families has been rewarded far beyond all expectations. We at WIBW enjoy a double share of this Thanksgiving joy. First, as farmers ourselves; and second as a long-established friend and welcome dailv visi- tor into the homes of these farm families. We are human enough to de- rive our greatest pleasure from this enviable listener relation- ship and pledge ourselves to its continuance. General Manager WIBW and WIBW-TV, Topek.i KCKN, Kansas City 15 NOVEMBER 1954 111 plans i"i national advei tising ; ii is foi the advei tisei i" make the selection <>l the plans besl Buited to bis needs. \ lit will < ontinue in it- com se, be told SPONSOR. Ii is "trying to keep the medium interesting i<> the whole public." I bough i BS, too, Beeks the broad- i -i audit ii' es w ■ 1 1 ■ it- ow n big, once- a-month shows, ii deemphasizes tin- one-shol approach, Said a CBS official: 1 1 'spei ta< ular' means a -how which has tremendous audience appeal .iikI impact, which i- new and differ- ent and newsworth) . I iliink that CBS television has been doing 'spectacu- lars' lot years. \\ iili Ed Sullivan's Toast of tin- Ton a presentations of the Rodgers Si Hammerstein Story, the Goldwyn Story, the Zanuck Story, etc., with Studio One's presentations of "1984," "Twelve Vngrj Men," and ((Radio's far lower manufacturing <-o-i- and 9995 coverage <>f the imeri- can market ;;ivc it tremendoua long- run advantages over all other media in ».T\inf; advertisers <>f popularly-priced consumer goods. . . . Katlio has clear- cut advantages in its coverage of all the people al about One-third the cost of its nearest competitor." KEVIN SWEENEY President BAB, ISew York ******** "Almanac of Liberty," we have pro- sided shows that lil thai definition. "II. mi the other hand. 'Spectacular means (hose shows which disrupt ex- i-ling schedules and disturb current advertisers to accommodate them, CBS television is not doing 'spectaculars.' • tin basic philosoph) is a belief that the week-by-week appearance "I per- sonalities and continuing program structure is a foundation on which the itesl listener \ iew ing habil can best be built. "To be sure, our Best "l Broadway appear- ever) fout weeks, sharing the audience with Pabst Blue Ribbon Bouts. I lii-. Ihiwe\ ii . was li\ mutual Bent, in the beliei thai each pro. -I would help the othei . I urthei • more, Best oj Broadway bas a con- tinuing theme. Ea< Ii program is relat- ed to the othei i" the degree tli.it ea< h represents one of the outstanding plays <>i musical comedies to appear on Broadwa) in the past. Mere the vehicle shares importance with the stars. "In our Climax -cries we have basi- call) a -eric- ol one-hour melodramas \aiied approximate!) ever) fourth week l>\ a Shower oj Stars musical t" broaden the over-all appeal oi the lie- and to attracl new listeners to it "It i- our com iction thai it i- our regular performers our Godfreys, oui Lues- and Desis, our Burns and \l- lens, our Sullivans, etc. — that give our network whatever strength and power it possesses." • * * RADIO & TV PERSONNEL * We umn New York s vail / \ ,f r'9h' • source of qualified personnel; / > ''] / at our j lake the guesswork out of hir- \ ^Jj / ,' fingertips + ing for stations anywhere. Tell v\)»"-' tor you! ut your needs, we do the rest I A ' ' CAREER BUILDERS Agency . Mar/one Willy, Director, Radio IV Div. t 35 West 53rd St., New York 19 • PI 76385 * * • WEAVER ON RATINGS {Continued from page 31 i applicable to all media. It would at last give the hroadcast media a fa i r opportu- nity to compete with the printed media under the same set of ground rule-. This would be in distinct contrast to the present situation. Whereas there has been an over-emphasis of the importance of broadcast ratings to the advertisers (particularly those ratings which do not truly measure audience size I. a com- plete!) different situation has existed with regard to printed media. 1 know from my personal experience that agen- cies and advertisers do not breathlessly await the release of a Starch report to get the rating of magazine ads. I doubt that the fate of any major print media campaign has ever hinged solely on the outcome of Dr. Starch's figures on noting and reading. Agencies avoided thi- pit- fall because they know lull well that such magazine ratings, even at their best, are a far cry from an evaluation of selling effectiveness. "If we could only get agencies and ad- vertisers to put broadcast rating- also in such perspective, 1 am sure that the des- perate haste to size up a campaign's re- sults on a quickie rating oi a single pro- gram's performance would vanish. We might even reduce the ulcer quotient of ilii- business. "The standard broadcast rating serv- ices give ii- certain valuable information. For advertisers, Nielsen, the onl) service to show the t'>:al borne audience reached. iiiu-i be the basic yardstick. Hut there ii. a lio-i ni o her thing- which neither Nielsen not an) other rating service mea- sures and that should be fully under- stood. None of them measure advertising efficienc) and that's the question the ad- vertis* i should have on bis mind most "I the time. "Let's use the ratings l"i propei pur- pose - and the more adventuresome among the Bevillites can ponder on \l.l and Imvs von gel It." RADIO SELLING [Continued from page 37) Consumer to spend them: 2. The besl bruins a- well as ample monev are required to do business which makes bigness practicjallj a necessit) for sun iv al ; 3. Highly-progressed merchandis- ing and marketing procedures con- tribute to keener, tougher and faster- paced selling tactics: 4. The stakes are the biggest thev have ever been while inanv businesses are fated with comparative!] small re- turns, even when the sales of product* are high; and. finally : .">. There is greater adherence to modern research facts at consumer level, technologically, and in mer- chandising-selling, which makes man- agement strategies less a matter of in- tuition and more a matter of fact. Now. then, what does all this mean to a broadcaster.'' Simply — can you as a broadca-t' a help sponsors sell their products in your marketing area more efficient!] and economical!) ? Thi- should not lie construed to mean that hv simply announcing to the ad manager's or sales manager's secretar) that you represent X group of stations or Y network, he is going to see vou and offer the greeting: "What can 1 buy todav .'" But. it i- intended to mean that vou will get an interested hearing if vou actual!) know something about his particular problems and have some ideas that will help him solve them — or even offer a possible solution t" them. For example. I came out of a meet- ing recently where the discussion air had been high!) exercised about the various costs that must go into a com- petitivel] priced television receiver in addition to its material components: i 1 i freighting and dray age; i 2 1 warehousing; (3) independent distri- butor operational costs and a fair profit : ill dealer operational < osts and a fair profit; (5) advertising promotion training sidling and servicing costs at all levels; and (6) a small i not necessaril) fair) profit for the man who put up the initial in- vestment The discussion did not cover such tiling- as maintenance of distributor organization, building and up-grading the dealer groups market-by-market 112 SPONSOR on a national basis and remedying periodic over-inventory in any area of the pipeline which requires "clear- ance action that will not upset na- tional selling patterns- — but we knew these items must be considered. This discussion was the mental backdrop in front of which I was standing when I saw on my desk a mailpiece from a radio station out \\ est that contained a bottle of dirt — with a slogan imprinted on the bottle like "Some good earth from . . ., home of WXXX." Now is the time for empathy. Needless to say, this mailer did not accomplish anything worthwhile. It might have — if, later, a salesman had called upon me with an idea or a sell- ing plan that afforded me some specific facts about his local markets and my dealer organization there. A definite impression could be gained by the salesman showing me a plan wherein I could sell more mer- chandise, gain greater acceptability for my product — or even telling me something was wrong and how WXXX could help me to correct it. In other words: 1. a positive selling plan 2. an exhibition of knowledge of my product (and/or my industry's problems) and 3. some specific local business or advertising NEWS that is relevant to me, the potential advertiser. But caution: a client call without an appreciable purpose behind it is likewise valueless. This is not meant to be a castiga- tion of the men who labor in the vine- yards, airline schedules clutched in calloused hands, and surviving on restaurant drink and food with noth- ing but a cold hotel room ahead of them each evening. It goes much deeper than that. It involves directly, and the responsibili- ty must rest solely, upon the leader- ship which they evidently do not re- ceive. This can be borne out from the way advertising men vote the selling efforts of salesmen from the various media. In general this is a quick grading of media men: BEST: Magazine space men GET AROUND MOST: Newspaper reps SCARCEST: Radio and television networks I at client level) TENACIOUS: Supplement men Magazine men in both popular and service fields are the best by all stand- ards: 1. knowledge of their product 2. ability to tell their product stories most interestingly and effec- tively 3. explain how others of your com- petitors have used their medium most successfully. 4. indicate enough knowledge of your particular industry to lend vali- dity to their suggestions on best usage. The newspaper men are always call- ing on the client, on his dealers, on his agency, on his distributor, on his dealers' buyers, on any and everyone else who has anything to do with sell- ing the product. They cover the field like a blanket. Generally, it is "just calling" and without inspiration or particular pur- pose. But the newspaper man is al- ways there. The networks work Madison Avenue in task forces that must certainly have enough firepower to inundate the most polished time-buying corps ever in- stalled in a bastion of cubicles. But, with rare exception, it ends there. The supplement men have a sensible story they tell effectively and with dignity — and once they make the ini- tial contact they never "deep-six" (nautical for abandoning). The radio-television station reps probably follow the network line of attack, covering the agencies, assum- ing the law of averages will take care of them. Thus, it is with considerable chagrin that I exhort my former colleagues to examine themselves, their industry and their day-to-day activities and to ARISE. Now is the time for aggressive ac- tion. (See What Prospective Spon- sor Wants to Know, page 37). A big bill to fill, say you? There is no question about the tre- mendous scope and responsibility- placed upon a media salesman. It is a great one, just as great as the re- sponsibility placed upon the client's advertising agency. Yet, it was the willingness to accept this challenge, the aggressiveness and imagination — and the stamina of the broadcasters of 20-25 years ago that made radio the great medium it be- came. Has much of the brains and inspira- tional leadership that made it so po- tent been drained off? Radio as an advertising medium re- mains an exciting one if used proper- ly. I speak from personal experience as an advertising man. But the men, who are engaged in it, must inject this excitement into the product as well as the selling of it. Certainly Safety, as an example, is not glamorous by any stretch of the imagination — except the imaginations of the people of the Safety Council who have made it one of the most exciting projects ever attempted in the field of advertising and promotion. After Time magazine introduced Life, they didn't sit back. Mr. Luce's forces went on to make them both great advertising forces. The future is as great as radio men make it, as inspirational as radio men project. Someone once said: "You establish leadership by setting trends, not fol- lowing patterns." * * * MEMO TO MEDIA BUYERS: WRBL Radio and WRBL-TV are the ONLY media in Columbus with "AREA IM- PACT"! The only means of delivering your clients' messages to 92% of ALL homes by radio and to 50% of ALL homes by tele- vision . . . and, at lowest cost- per-thousand. WRBL AREA is IMPOR- TANT in the Southeast! Population 636,000 Families _ 150,000 Radio Homes 138,000 Car Radios 82,000 TV Homes 85,940 Retail Sales (000) #360,500 E.B. Income (000) #670,000 COL UMBOS, GEOZG-/A CALL -HOLL/HG-BeRy 15 NOVEMBER 1954 113 nothing's too good for that wonderful, wonderful greater WHEELING audience! Yes Sir, the best is none too good for the WTRF-TV audience. That's why 26 new programs made their PREMIERES and 40 old favorites have returned to WTRF-TV. Adver- tisers realize a whale of a selling job is being done on Wheeling's BIG station— backed up by hard hitting promotion and merchandising. Al- though we are practically SRO at night some choice day times are still available. Call Hollingbery or Wheeling 1177 for full details. &* LATEST WHEELINC-STEUBENVILLE PULSE RESULTS NOW AVAILABLE Call Hollingbery for details WTRF-TV WHEELING, W. VA. • 316,000 Watts Slu ' Primary ..1/.'' ' Supph n • nlary Re] 'ollingbery Robt. Ferguson • VP & Gen. Mar Phone WHccling 1177 Radio Iffitiatet II IKI- & II I Kl I \l ■ ifiu fin ti for //'/<• r TV Militant (Bill) Bird, general sales manager ni tin- I'hmuuth Motor Corporation, is expectantly awaiting results front Plymouth's greatest radioti advertising splurge in company's history. Tomor- row (16 November) the 1955 I'lymuuths debut; to sell 762,000 of them 1 20r'( more than were sold in firm's best year), Plymouth will spend about $10 million in adtertising, or about 16% more than last year. Company sponsors That 'a My Boy on CBS 7T , occasional one-shots on to. In spot, car will be in every radio market, most tv markets. Harry Jf. (Pete) Bitner Jr.. president oj WFBM {radio and ti \ . Inc., has been elected president of the corporations which own WOOD- IM-TV, Grand Rapids, and WFDF, Flint, Mich. Sin feeding Bitner (;s general manager oj If I BM- AM-Tl is William F. Kiley. commercial manager Hi II FBM since 1941. Bitner. who now heads all Bitner stations, succeeds his father as president oj the WOOD and WFDF corporations. Pete Bitner is a former newspaperman and joined W FB\I in L939, being named general manager in 1942. Uuvid II. Halpern is the newly eleitei! president oj the Bum- Co. Since 1952 Halpern has been < hiet account supervisor for the Ruppert Brewing Co. and its Knickerbocker Beer — which spends about J2.5 million annually for advertising. About 55' ; oj the Ruppert ad budget goes for radio and tv. Halpern is an old hand at tv, produced one nl country's first commercial programs — Tncle Jim'? Question Bee in 1939. Before joining Biow he was v.p. in i harge oj radio-tv at Owen & (.happell agent \. Hi's a launder and past president ot RTFS. Sterling B. Beeson, formerly general manager oj Headley-Reed Co., station representatives. last week was elected president ot the firm. John II. Wrath was elected executive i -p.. and Ivan / . Hardingham and Richard P. Hague were circled v.p.'s in i harge oj radio and tv. respectively. "The networks have git en the impression that radio is dead.'' Beeson tidd SPONSOR. "Actually, it's more alixc than ever and still the best buy. (hir spot radio business is actually On the increase in some markets." 114 SPONSOR AN estimated 85,000 Midwest Farm people attended the second annual WLS-Prairie Farmer Farm Progress Show held Octo- ber 7, on a Camden, Indiana, Farm. They came in 20,000 automobiles and in 225 privately farmer-owned airplanes. They came to hear about and see the newest de- velopments affecting their own business — farm- ing. They came to see new farming practices; new machinery; new methods. They came to learn. And they came, just as crowds always come to WLS sponsored events, because thev knew when WLS told them it would be worth their while — it would be. These are WLS listeners. They are the people who repeatedly say that WLS is their favorite station for farm service; the station they listen to most; the station in which they have confidence. These are the people who need — and who use your product. They are the people who buy your product. They are the people who will buy more of it if you tell them about it over WLS. These are people — not figures. They are the Nielsens; the Hoopers; the Pulse — brought to life. PRAIRIE FARMER STATION CHICAGO 50,000 WATTS • ABC NETWORK • 890 KILOCYCLES— CLEAR CHANNEL REPRESENTED BY JOHN BLAIR & CO. SPONSOR SPEAKS Adman's critique of radio Fred Gregg is in a unique positioij to evaluate radio. He used to promote it. Now he i>u\- it. Fred is the formei directqi of pro- motion al Crosle) Broadcasting Cor- poration who aboul a year ago was broughl over l«» head up radio-rv ad- vertising and sales promotion for Croslev and Bendix home appliances. In an article this issue I page 36.1 Fred Gregg tells what he thinks is wrong with the \\a\ radio is sold. I nd. i -old would be a better word. Fred says that in one year only five salesmen from the radio-trv media have come to < all mi him. In contrast other media delude the advertising manager. \\ ho s to blame? Fred puts it this way : ". . . the guilty ones are those who still sit around network and radio -tation olln »•-. huffing their fingernails while trying to figure oul how to pick up a certain bit of spot business the) know i- being scheduled for a com- peting radio staiion ... or recollect- ing the old dav- when it came in over the transom. . ." \\ hat Fred Gregg suggests is of in- teresl to both the advertising execu- tives and the radio broadcaster. He point- out advei tisers today have towering problems in Belling: Thej [ace highly skilled competitors using precise marketing tools and withal the profit margin is Blim. Radio's op- portunity, therefore, lies in going to t a< li advertiser with some know I of hi- specific market problems and making suggestions tailored to i:i- need-. I.adio does not do enough of this today, it's long been sponsor's belief. Willi articles like the one this issue by Fred Gregg, with our own staff- written survexs. we'll continue to fighl lor more creative selling In radio land television as well). Its one of the bet wa\- we know of to make -me advertising men gel the kind ol selling tools they need. * * * TvB gets rolling The last major medium without a promotion-sales arm. television, now has a functioning Television Bureau of Advertising. The industry can ex- pect a hard-hitting sales effort which is sure to increase billings for the broadcaster and benefit the bu\er as well. In a surprise appointment. Oliver Treyz, director of the ABC Radio net- work, has been named TvB president. He has the rare combination of ad- ministrative, research and sales tal- ents. Advertisers can look forward to selling from him on a high, creative level, backed with the facts. Tv's dynsmic future Admen are bo bus) putting tele- i ision to use they don't often get a chance to commend tho e who are the mo-l < reative tele* ision men of all: the men who invent) d it. But al 13th annual Pulse luncheon last month before advertising and broadcast ecutives Dr. Allen B. I)u Mont was l lor hi- contributions to tele- vision technology an I gave his audi- ence a look into the television future Dr. Du Mont predicted t.-l \ i- -e|- would be redii ed in depth !•• several inches until tin- point where the) can be hung on the wall- of u home like pictures. He felt that uhf station- would have considerably im- proved signal output villi new. higher power equipment: that color -'is with- Dr. Du Mont gets 5yd Roslow's congratu- lations at the 13th annual Pulse luncheon in a number ol years will come down in price to a mass-marketable level. Probabh b) the time admen have learned how to make the best use of color sets with multiple screens hung in various room- of the home. Dr. Du Mont and his fellow television inven tors will have perfected low-cost three- dimensional color with stereophonic sound. Applause The Advertising Council I he lu-i Advertising Council Day will he held at the \\ aldot I- Astoria in New York (17 November). After meetings to pick causes mosl meriting < ouncil support, there'll be dinnei for 700 business and advertising leaders with I . Y -.-. retai j general, 1 1 tg Hammarskjold, a- pi m< ipal speaker. I he Advertising < ouncil I Jay will he one more symptom of a< hievemenl in I J yean of high output in good work-, low output in fanfare. Few other industries produce so much good for the community so consistently. Conversely few industries have so tell- ing a means of providing the com- munity with a demonstration of the good purposes they can ser\e. Advertising has had to live down • barges it ha- no useful function. With ii- public service crusading tin- Adver- tising Council ha- shown skeptics for all time how worthwhile a force adver- t i — i r i lj > an he. This mean- ine\ itahb that believabilit) of commercial ad- vertising ha- been increased. We'd like to see the Advertising ('ouncil take a- one of it- < au-e- some day the subject of advertising itself. PartieularK for t\ and radio, whose few outspoken critics perenniallv grab attention in headlines, there's a job that need- to be done in showing the consumer: (1) what the commercial brings him in the way of free enter- tainment: i2i what the commercial does for the national economy and for the companies. 116 SPONSOR THE PERFECT SETTING FOR NATION Wl DE TELEVISION SHOWS The ready made backgrounds of America's Riviera are yours. Let them add zest to your show, just as they have already done for PABST FIGHTS, TOAST OF THE TOWN, ORANGE BOWL FESTIVITIES, WIDENER HANDICAP, FLORIDA DERBY, WALTER WINCHELL, ARTHUR GODFREY, DON McNEIL, BAYUK FIGHTS AND MEL ALLEN . . . and most of these were origi- ginated by WTVJ. For further information write WTVJ today. . .The South's quipped TV Station. MLuM. WTVJ CHANNEL 4 MIAMI Ieceived 1954 CENERAL LIBRARY e magazine radio anriH advertisers use 29 NOVEMBER 1954 m've Got to Get Up Jighty Early... To Beat This Bird in Southern New England TV! This famous Rhode Island bird packs a powerhouse of live local show- manship day in and day out ... a powerhouse that attracts accolades from TV Guide, Variety, Boston Traveler, New York Times and others. And this showmanship is proven salesmanship . . . with Channel 10's live local shows averaging a big 87% share of homes using TV, in the latest Providence telepulse. No wonder this early b^rd cap- tures the rparket in Southern New England! The products that go to our rich market FIRST and leave shelves FASTEST are advertised on WJAR-TV. National Representatives WEED Television NBC -BASIC ABC-Dumont-CBS JAR-TV CHANNEL 10 Providence, R. I. RATINGS MUDDLE: WHAT TO DO? page 31 How Gimbels uses air media to move high-priced items page 34 I A portrait of five timebuyers on the job page 36 Richfield Oil's co-op plan: 90% radio-tv budget page 38 Pa articipation shows on the tv networks: buyer's guide A STORY*" TONMER WITH 5 1 hWesT tHE FINEST »N THE ^jjp new stod.es . ■ • equipment. Along whh ^progro^'"9 °n^urei„Oklo- 6000 -°^ ^Ybrand new TV P-c k ng combine to crea ^ unmatched ^ sta,on, h°ma uJ any o^er OWohomate E0OAR T. beu. ^— e _ — noge' pof£ lO iPOHS O** 29 ^psu® fi^95' Overlap study preceded P&C buy New form of I.D. saves money Continental likes radio mail pull Kobak not in on report, ARF says Among factors P&G considered in bu/ing into alternate-week sponsor- ship of 4 nighttime tv shows was dsgree to which audience overlapped. A. C. Nielsen ran special tabulations to calculate unduplicated view- ing. All 4 shows are "family appeal," hence concern with excess duplication. Shows are "This Is Your Life," NBC TV and 3 CBS TV situation comedies: "I Love Lucy," "Topper," "My Favorite Husband." (See discussion of alternate-week sponsorship, Sponsor Asks, page 90, 1 November, 1954.) -SR- New SRA standard for full-screen, 8-second I.D. was seen winning quick acceptance from stations. All 60 stations replying to SRA let- ter in first week agreed to full-screen I.D.'s in addition to previ- ous three-quarter screen shared I.D.'s. Some holdouts expected, however. SRA will give list showing form of I.D. stations accept to film producers. Then when agency sends producer market list for I.D. campaign, producer will know automatically how many of each type I.D. to prepare. New I.D. saves money, since inserting call letters at $50 and up each is eliminated. -SR- "Make Up Your Mind," daily CBS Radio program at 11:30-11:45 a.m., pulls 9,000 letters weekly. That's close to half million yearly. Listeners are urged to write in with questions for discussion and flow of letters is steady. Client: Continental Baking Co. Agency: Ted Bates. Continental regards mail pull as good evidence of radio impact. -SR- Ed Kobak, president of ARF, is individual referred to this page last issue, as having figured in C. E. Hooper complaint that ARF officers had connection with both forthcoming report on audience measurement and a rating firm. Kobak is consultant to A. C. Nielsen. But ARF points out Ed Kobak specifically disassociated himself from audience measurement study to degree he won't see it till publication. ARF says Hooper knew this was case when he made charge. Average weekly cost of quarter-hour five-a-week radio news shows is $3,694 The nine sponsored quarter-hour across-the-board news programs in nighttime network radio range in cost from $1,000 weekly (for John Vandercook on ABC Radio) to $7,250 a week (for Lowell Thomas on CBS). Six of the programs are priced at $3,000 or less (aside from Vandercook, two come in at $1,500, two at $3,000, one at $2,250). Gabriel Heatter sells at $1,500 per quarter hour segment. Average weekly cost on all the shows comes to $3,694. Sample listing of a half-dozen news shows with program costs appears at right. A complete roster of all shows on the four radio networks along with costs, sponsor, agency, number of stations carrying each, appears in the Radio Comparagraph on page 79. Lowell Thomas $7,250 Edward R, Murrow 6,250 Morgan Beatty 3.000 Allan Jackson 2,250 Harry Flannery 1,500 John Vandercook 1,000 SPONSOR York 17. P Volume 8. No. 24. 20 November 1934. Published biweekly by SPONSOR Publication*. Inc. Executive. Editorial, Advertising. Circulation Offices, 49 B. 49th St.. N»W rlnted at 3110 Elm Ave.. Baltimore. Md $s a year In U.S. $9 elsewhere. Entered as second nass matter 29 Jan. liHK at ISa.uwore posiofBce under Act of 3 Mar 1»7» ICI POICI TO SPONSORS for 29 November 1 95 1 7 agencies on one program More animation if SAC fees jump Client's hands-off commercial policy Television's national Ryan tackles QRC problems Show which easily qualifies as involving most intricate agency team- work is "Time for Betty Crocker," 5-minute ABC Radio program which runs 9 times weekly scattered over the board. Agencies now supplying commercial copy to show for multiple products are: D-F-S ; BBDO ; Knox-Reeves, Minneapolis; Esty ; Tatham-Laird, Chicago. Soon 2 other agencies will join group, N. W. Ayer and Zimmer, Keller & Calvert, Detroit. D-S-F products show with client indicating when commercials from each agency are to be used. -SR- If Screen Actors Guild succeeds in negotiating big increases of mini- mums in forthcoming negotiations with tv producers, look for con- tinuing trend toward use of more animation for film commercials. Animation, including less-expensive, semi-abstract forms, got impetus when producers signed initially with SAG to give talent re-run pay. -SR- Knomark Manufacturing (Esquire boot polish) has unique point of view on commercials. It does not see commercials in advance as matter of policy. Company executives want to be free to try to see pitch as customers. Attitude is that sales are only measuring stick. Firm sponsors Masquerade Party, alternate weeks on ABC TV (via Emil Mogul). "It's an agencyman's dream," Charles "Chuck" Rothschild, a/e and executive v. p. at Mogul, told SPONSOR, "but it places a bigger responsibility on the agency." -SR- Complaint filed with FCC by Wilmington Television Corp. (North Caro- lina) points up degree to which tv has developed as medium affected by national considerations. Wilmington company could not get CBS tv affiliation, problem other small markets face, as outgrowth of fact clients prefer coverage from major market centers. But Wil- mington firm takes position that WBT Charlotte, N. C, had "secret understanding" with CBS. President and executive v. p. of Jefferson Standard Broadcasting Co. voiced strongly worded denial in sworn affidavits sent to FCC. -SR- First job to be tackled by William Ryan, new executive vice president- managing director, Quality Radio Group: Should new stations be added to existing lineup? Problem is important as buyers of QRG shows must buy all QRG stations. Ryan also deep in discussions about new programs, budget and staff. Temporary offices will be set up shortly in New York; programing will start December. Ryan was chosen by six-man committee from among 20-odd names is former president of BAB (to be RAB 1 January). i Veil* notional spot radio and tv business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Crop Stick Co. Lynch- Chap Stick, Chan-Ans Lawrence C Cumbin- 19 radio stns burg Va ner, NY C- n ra| Foods Corp. Instant Maxwell House Benton & Bowles. NY 10 mkts White Plains NY Ccncral Motors Corp. 50 Millionth Car Kudner. NY 35 cities Detroit. Mich Roto Broil Corp of Roto Broil 400 Product Services. NY 6 major mkts America NY Standard Brands. NY Instant Chase and Compton. NY 100 cities Sanborn Coffee Tavlor-Rced Corp E-Z Pop Cunningham & Walsh. 15 mkts Clinwood Conn NY Radio: 5 anncts a wk: mid-Nov: 13 wks Tv: 50-100 stnbrks. 20-sec anncts a wk: early Dec: 2 wks Radio: 3 min anncts per stn ; 21 N;v: 3 da Tv: stnbrks. 10-sec IDs for S90.000 budget 18 Nov; 4-5 wks R-.dio-tv mm anncts on radio. ID's on tv: 1 fan; 52 wks Tv: min partic: Nov: 13 wks SPONSOR a wonderful combination! A rich market with 967,300 families who have an annual effective buying income of over five billion dollars. A super-powered station — the one station that reaches this vast territory, and exerts tremendous influence on the spend- ing habits of this buying audience. STEINMAN STATION Clair McCollough, Pres. Representatives: *; MEEKER TV, INC. JL;™ CHANNEL 8-LAND York Harrisburg Reading Hanover Lebanon Carlisle Gettysburg Westminster Martinsburg Chambersburg Hagerstown Pottsville Frederick Sunbury Lewisburg Waynesboro Lewistown Shamokin Hazleton Lock Haven Bloomsburg Los Angeles Chicago San Francisco 29 NOVEMBER 1954 I lagazine radio and tv advertisers use Volume 8 Number 24 29 November 1954 I! ARTICLES DEPARTMENTS What can be done about the ratings muddle? To stimulate discussion about this increasingly vexing problem, SPONSOR has rounded up possible solutions offered by industry executives, offers an evalua- tion of each suggestion given •» I IMow (Umbels uses air media for high-priced items Reupholstery department was guinea pig for store's air experiment. It doubled 3-f business, opened three new factories in just 21 months. 1 portrait of five timebuyers on the job There is no such thing as a "typical" timebuyer doing "typical" time buying lift work. Each buyer faces a wide range of problems, has many responsibilities of which buying is only one Riehtield co-op plan: 90% budget for radio-tv Distributors pick media, programing but commercials are standardized in 50 radio, eight tv markets. Richfield pays 50% of co-op costs •*•» Xetwork tv participation shows: a buyer's guide You can still get your message on one of the half-doisn network tv participa- tion shows in time for last-minute Christmas selling — flexibility Is one of the chief pluses participations offer. Here is a factual rundown TO Shoulil film roughs replace storyboards? Agency DCSS says "yes" if commercial depends on demonstration and acting, proves point by making living storyboard for $207 -*2 S. S. Pierce reaches I'picure market with radio Nationally-known importer and wholesaler of foods for the epicure trade uses radio news show over WEEI, Boston, to reach gourmets, test products for national distribution -4-4 Tv Dictionary Handbook for Sponsors: Part MX This lexicon can be used not only to look up unfamiliar industry terms but scanning it will yield a good basic knowledge of tv's many facets 15 ( olor section of Tv MUctionary Special section of SPONSOR s Tv Dictionary Handbook is devoted to color, gives basic knowledge of color terms, production terminology IT Tv Dictionary inspires cartoons Tv cameraman Buddy Orrell, in reading through SPONSOR s Tv Dictionary, was motivated to draw a series of cartoons depicting the lighter side of life at a tv station. Here's a sampling / />' TIMEBUYERS AGENCY AD LIBS 49TH & MADISON NEW & RENEW MR. SPONSOR, Don Cady SPONSOR BACKSTAGE NEW TV STATIONS TOP 20 TV FILM SHOWS P. S. TV RESULTS AGENCY PROFILE, T. D. Brophy ROUND-UP SPONSOR ASKS RADIO COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS ta '. :t Editor and President: Norman R. G Secretary-Treasurer: Elaine Coupe' Vice President-Genl. Manager: Bernard Vice President: Jacob A. Evans Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J Associate Editor: Evelyn Konrad Department Editor: Lila Lee Seaton Assistant Editors: Joan B. Marks, " tow, Al Zamelkani Contributing Editors: Bob Foreman. Joe Editorial Assistant: Caryl Bindler Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Robert P. I Advertising Department: Edwin D. Cj) (Western Manager), Homer G west Manager), Arnold Alpert (Mid»- ager), John A. Kovchok (Production to ager), Kathleen Murphy, Stewart Perry Circulation Department: Evelyn Sati * scription Manager), Emily Cutillo, Mori Kahn, Minerva Mitchell Office Manager: Catherine Scott Readers' Service: Augusta B. Shearman Accounting Department: Eva M. Sao Florence Ettenberg Secretary to Publisher: Janet Whittier 'I! v. ■■•■ bj SPONSOR PUBLICATION » TV live Edltoriil. Clrnjlet: -ins Offlrn: 40 E. 49th St (49lh A H* V \ ..k i7. N Y. Telephone: Ml'rr»r Hill '• Oil v: 1M E. Orind Are. Phone !£ Dillas Offlre: 2706 Cirlltle St. Pfcooil- Lni Ancclci Offlre: i.Os; SunieX Bo" ff il lj» : ; MlS'.i I'Mntlnc Offlce: 31 « Jl Mainmort II - r.ltedU . ir. Cini.U »nj foreign *9. Single for • .■ 1 > v \ pss ill correfpondenre I ■NY MI'mv ; SPONSOR PUBLICATIONS If- PONT USE KTHS if you sell a LiMlied Market" (Little Rock ONLY, for instance) OKLA. 10 U I S I A N A Daytime, the Station KTHS primary (0.5MV/M) area has a population of 1.002.758. More than 18°0, or over 100.000, do not receive primary daytime service from any other radio station. KTHS interference-free daytime coverage extends to the u.IMV/M contour, except in the southwest quadrant — has a population of 3,372.433. DO USE KTHS if you sell mm? watt of^Jb-kamas / If you want the "white-tie-and-tails set" alone, in your Na- tional Spot Campaign, — don't use KTHS in Arkansas! KTHS is 50,000 watts— CBS— broadcasts from Little Rock, the State Capital, in the center of Arkansas. Automatically, KTHS could deliver a big and important audi- ence throughout practically all the State. And KTHS does de- liver because our News, Farm, Music and other departments supplement network fare with tremendously effective State- wide programming. So we repeat. Don't use KTHS if you want to reach only a small market. Bo use KTHS if you want a big Arkansas audience — big Arkansas results. Ask your Branham man for all the facts. i s s i ppi 50,000 Watts CBS Radio • • • Represented by The Branham Co. Under Same Management as KWKH, Shreveport Henry Clay, Executive Vice President B. G. Robertson, General Manager KTHS BROADCASTING FROM LITTLE ROCK, ARKANSAS For Expert Opinion ASK A NEIGHBOR California offices ol Nation- al Advertising Agencies know Western radio first- hand because they live it. I Ika buy KBIG! Here arc some of the out- standing agencies who use "The Catalina Station" in 1954 to covei All Southern California. Batten, Barton, Durstine & Osborne k Barnes ( hase (<>. -k Blitz Advertising ■* Brisacher, Wheela & Staff * Hi<>«>kc . Smith, French < Dorrance * Buchanan ■, ( ii * I ■.. Burnet) ( o. * Calkins 8c Holden (" + Campbell-Ewald Co. it ( aples ( ... • ( oli ^ Webei • I) Vrcj Co • Doyle Dane Bernbach * R.^ S Durstine Inc. -k Erwin, Wasey v Co. -k Foote, Com v Belding ■* Glenn Vdvei lising -k Gram Advertising * link* \ •*• Harrington Richards ■* Hixson \ [orgensen * Honig-Coopei -k long Advertising * David I Mahone] Inc. -k \i.( inn Erickson Inc. -k Waltei McCrecr) Inc. k \iilmi Meyerhofi ( ... ■* Raymond R. Morgan ( •■ * Pacifii Nal ional -k v mi! Reinhardi Inc. -k Rhoades i I >.i^ i^ • Ruthraufl & Ryan * I Waltei rhomp i * West Marquis * Voun K il l>n .nil 1BIG 7hv Catalina Station 10,000 Watts 740 oNoisr JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, California Telephone: Hollywood 3-3205 Nat. Rep Robert Meeker & Assoc Inc. 1^ K Jere«H ". .Spragnc>. Cunningham <£■ Walsh. Ven York, \eelt that factors beyond rating alone nuisi be considered in placing ii announcements. "We've begun to recognize various intangibles that enhance the value of a time slot," he told SPONSOR, uWe consider factors like station merchandising, acceptance of the local programing adjacent to the time period and audience composition as well as its size and cost-per-lfiOO." Is Jeremy puts it. Audience A may be twice the size oj Audience B, but it may hate only half the potential customers. Vornian I*. Tillman, Goldman <$: Walter, Albany, feels thai the demands of a small agency give a buyer more scope. "I'm an a e. and in line with this I also buv time and space." he told SPONSOR. "Although I'm also in charge of research. I don't buy time simply according to ratings. I analyze the market as well as the sponsor's products. then make TO) recommendation. Often I'xe suggested radio in so-called ti markets and often the client agrees after he hears the reasons. In many ways, it's an adiantage to buy for a small agency, because you get to know product problems." f.'dirin Fi'lder. Roy dam Co.. \eu York, prefers placing film commercials to buying partici- pations or time for Hie announcements. "It's far simpler and more flexible when you're working tci:i> film commercials." he told SPONSOR. "You can evaluate the time period you're buying strictly on basis of the audience it delivers and the contents oj the adjacent programing. Il you're buying lite announcements. \ou become involved in eialuating the personality of local station talent as well: that's difficult to do from outside the market." \l Session*] Biow Co., Veu York, has been increasing the radio schedules in N well as seasonally ... market by market, according to your estimates of sales potential. And only Spot broad- casting allows \ou to adjust your long-range promotion plans to last minute selling conditions, quicklv and economically. In 1 1 major markets . . . rich markets that account for almost half the nation's retail sales... NBC Spot Sales represents top radio and television stations. Why not find out how Spot in these markets can work for you as it does for Super Anahist and thousands of other successful advertisers. More top-level executives are sold on Spot becauM more products are sold on Spot . . . . . . and some Spots are better than others SPOT SALES 30 Roikejeller Plaza. Sen York 20. Y. )'. Chicago Detroit Cleveland Washington Los Angeles Charlotte* Atlanta* Pallas' San Francisco I Ml BY NATION M HKOUH VHINi: (IIMI'WY. I' representing R (/>/" STATIONS «li(.\ V*k York W M \(,> t htraRO KMJ < VITAM l!,trl„nd W \ V h ,' lisville K(,l Honolulu. Huuim representing TELEl ISI()\ STATIO\S. w K( \-TV \,u York W\BQ ( h,. KRCA l.os Angles KSD-TV Si. Louis ^ RC-TV Washington. I). C V.NBK Cleveland KPTV Portland. Orr. U WE-TV Loutsullr WRGB nrctady-Albany-Tnii KOV4-TY Honolulu. Hawaii i 5POT • #t More reasons why WFBM-TV is "First in Indiana" " — I S~ \ I . . _ S__J -J— -J WFBM-TV STATION B COVERAGE: POPULATION, L954 2,226,700 FAMILIES, L954 695,840 Note-. The population and number of families in WFBM-TV's 0.1 mv (figures listed above) are greater than the combined state totals in New Hampshire, Idaho. Vermont and South Dakota. •Circles indicate conto giaiered with the FCC. WFBM-TV INDIANAPOLIS Represented Nationally bj The Katz Agenej Affiliated with WEOA, Evanaville; WFPF, Flint: WOOD AM .v TV, Grand Rapids 10 SPONSOR by Bob Foreman In glancing over my last few efforts on these pages, I notice that the point of view taken has been consistently jaundiced and the tenor of my remarks on the acrid side. Therefore, it is only good programing that a wisp of sweet- ness appear about now, especially since my ill humor has been directed, these past few issues, against television as an advertising medium, a purveyor of information and an art form. This is an impression I don't wish to create, since T actually believe tv to be our most vital and important means of communication. Therefore, a few sentences here and now on Television . . . the color version. It is my pleasure to sit ofttimes in meetings where the dis- cussion deals with the apportioning of advertising budgets. The decisions made therein determine how many of the ad- vertiser's dollars each medium gets. It is far from a rare occurrence in these sessions to see money diverted from tele- vision solely on the basis that the product to be advertised needs color in its portrayal — which usually means that its dollars are directed into magazines. In a few instances, color may mean newspapers — however, seldom are more than a few words of praise said for either the beauty or be- lievability of the four-color work done on news stock. So, in general, color does mean the magazine or newspaper supplement — monthly or bi-weekly or weekly — in letter press or roto. It always strikes me thaLthis is highly dangerous ground upon which to tilt withujelevision since so many striking sales results have been acnieved in black and white tv for products such as lipstick and food and jewelry, to name a few of the long list 4i products which certainly make use of color importantly in their sales appeals. Often (not always Til admit) the individuals doing the Big Switch are among the most timorous — that is, the farthest along the road to buying that shack-and-bass-lake in Florida. Which is an- other reason for looking for flaws in the reasoning. Personally, I'd hate to stake my belief-in-print on its abil- ity to provide an advertiser with the four-color-process of re- production. I say this having the distinct advantage of course of owning a color tv receiver in my home plus having spent considerable time working in color on television copy and programing, both live and on film. The effect of color on tv selling is nothing short of elec- ( Please turn to page 52) No Trick When You Know How It's no trick capturing the forges* share of audience when you're selling on KSDO . . . San Diego's music and sports station. According to HOOPER, KSDO is first in listeners in this rich, billion dollar market. May we show you how to turn the trick for your clients on KSDO? John E. Pearson Co. — New York Chicago — Dallas — Minneapolis Daren McCavren — San Francisco Walt Lake — Los Angeles A 29 NOVEMBER 1954 11 f] 0,1 • ate u I, Qe 3 •a <» 5 a: 2 = - i £ nT\ \i flail ir^MADISON si-i ites ii ttt rt to Mm editor. Address 40 B. 49 St., A- » Fori; 17. ALL-MEDIA BOOK ^ our \ll-\lcilia Evaluation Stud) book just liit m\ desk and I m having a bard time concentrating on anything else. Id like to -a\ that I'm greath impressed 1>\ the comprehensive at- tack \ <»ii have made on this problem and on the forthrightness of your presentation. Rarel) ha\e I seen anv- thing which pulls its punches less — and that's verv much to your credit. Before I bad time to ^ct verj far into the book one of the research men from Gallup & Robinson forcibly bor- rowed mj copy. He has since ordered two copies and says it answers a loi of questions hes been asking for a long time. Benj \min Shimberg Asst. to the President jor Evaluation & Research in Educational Tv Educational Testing Service Princeton • SPONSOR'! 411-MedJa Evalnation -tu.l> book, just off the pr.---. i* available at 84 a cop>. You mnv order 1»> *.riiin^ in 10 Eaal 1** St.. New York 17. SALES RECORDS i ou'll be interested in knowing that two Westinghouse Broadcasting Co. sales managers were in Bermuda sun- ning themselves in late November as the result of outstanding sales records during June. Julv and August. Robert II. Teter, of KYW, Philadel- phia, and C. Herbert Masse, of \\ BZ- 1 \ . Boston, won two-week vacations Campbell (r.) gives trophy to Masse. Swartley at the Elbow Bea< h Surf Club in \\ B( '. - summei sales contest, Opera- tion 9-0. K^i \\ sales foi the three-month pe- riod were up 79^5 over the previous year. \\ BX-T\ showed a 25' , in- crease. Uthough Teter and K^ \\ sta- tion manager Franklin \. Tooke re- ceived their "Top Dog" tropin for ra- dio Bales more than a month ago, Masse and \\l!/.-l\ station manager William (.. Swarllev didn't formally gel their television -ale* award until last week. Eldon Campbell, national Bales man- ful rV'estinghouse Broadcasting, presented the tropin to Swartley and Masse in a ceremony at the station. Ralph Harmon. WBC vice president for engineering, and David Partridge. national advertising and -ales promo- tion manager for W BC, also were pres- ent Both Masse and Teter were well equipped for the trip. Masse a< • epted his award wearing Bermuda short! and a pith helmet, and the K 1 \\ -taff presented Tetei with a pair of black velvet Bermuda shorts made by Kllen Johansen, promotion department Bee- retarv . Wiu.iwi I.. McKlw vi\ Account Executive Ketchum, MacLeod & Grove Pittsburgh MOOD MAY LOWER AD VALUE May I add a few comments to vour recent forum feature about how a program mood can affect the audi- ence's receptivit] to selling (15 No- vember, page 6 1 i . \\ ould you try to sell cigarettes via a show which tried to prove that lung cancer m as due to smok- ing? Or automo- bile- on a show featuring a high- wa\ accident? 1 he-e illustrations, I hope, will help gel a< ross m\ answer. There is always the danger that a neutral or negative mood may be de- veloped by a program which might lower the plus-value of an advertiser's message. Mood- -u< h as despair, hope- lessness, frustration, fear and anxietv predispose a person to withdraw in- side him-elt and lead to little positive action. Probabl] verv few current tv shows are serious!] at fault in this respect. 12 SPONSOR The Houston story you know by now: how it doubles every 10 years, how it's got a million people, how it's far and away the biggest city in the booming South. What maybe you don't know is this: That million has money . . . business is fine . . . the town's still reaching and stretching and sprawling out onto the prairies, buying, buying, buying. The picture's plain ; the facts are famous. And full in the foreground of the picture is a rootin', tootin', shootin' cat, the mascot of Channel 13, KTRK-TV. He's a sure shot. Why so sure? — obvious: The ONLY prime time in Houston's on ABC's newest outlet, KTRK-TV, Channel 13, The Chronicle station. Availabilities are yours fast from BLAIR-TV or KTRK-TV. HTRH-TV THE CHRONICLE STATION, P. 0. BOX 12, HOUSTON 1, TEXAS HOUSTON CONSOLIDATED TELEVISION CO. General Mgr., wiliard E. Walbridge Commercial Mgr., Bill Bennett ^R*> ** The one thing we're not sure of is how long the availabili- ties will last. Seems every time a KTRK-TV salesman makes a call, the prospect turns into an advertiser with the word "SURE!" We love the word, but we thought you ought to know. CHANNEL 13, BASIC ABC NATIONAL REPRESENTATIVES: BLAIR-TV, 150 E. 43rd St., New York 17, N. Y. 29 NOVEMBER 1954 li ON THE AIR FROM 7A.M. TO 1A.M ■ 14 SPONSOR However, this is not enough. The ad- vertiser must create a positive or fa- vorable attitude or mood — either con- scious or subconscious. Moods or attitudes provide the "cli- mate" of behavior. The) predispose people to act positively and favorably, or negatively and unfavorably. They are among the most important deter- miners in the complex motivation of man. The advertiser is, of course, inter- ested in this theoretical discussion only insofar as it points out to him the po- tential dangers. He is interested in the particular mood created by his tv show. Is it negative, positive, or neu- tral in relation to the objectives of his show? How does it "reward" its viewers? Motivation research has recently been widely and vigorously publicized, advertised and merchandised by many researchers, some legitimate, some marginal and some eager to make a fast dollar. Fortunately, there are many compe- tent and legitimate social scientists who are working in this field, who are producing interesting and useful but preliminary results. They are adapt- ing existing and developing new clini- cal techniques specially suited to these problems. One of the most promising is Dollard's "Reward Scale," which has been used successfully for 10 years on printed materials. The "Reward Scale"' is a means of measuring the "rewards" or satisfac- tions that a person gets out of a given activity or entertainment. If a person gets no reward or a negative reward, his tendency is to stay away from the object or entertainment that gave rise to such a reaction. During the past two years, Dollard has been adapting the "Reward Scale" for use in connection with tv shows to reveal whether the mood created by a show is negative or posi- tive. It is now being tested for use in this field commercially. Only by means of some sound measuring de- vice such as this can we be sure whether the mood of a program is favorable or unfavorable to the selling of a product or idea. Albert D. Freiberg V.P. Charge Market Research Psychological Corp. New York NEGRO RADIO I would like to commend you on your fine efforts in this \ ear's Wgrn Radio issue [20 September 1954, page 47]. Those of us in the Negro Radio in- dustry owe a great deal to SPONSOR for the part it has played in making our story better known among national and regional advertisers. As you know, il has taken quite a long lime to get our story across. It appears now that we are approaching the time when we can say we have "arrived." We would like to use some excerpts from the 1954 Negro Radio section in a direct mail promotion. What we have in mind is to use four or five of the success stories that were used in this year's issue. We are currently in the process of constructing an all- Negro programed station in Tampa, Fla., and the idea in using the success stories is to say: "If it can be done in Nashville, Birmingham, Atlanta, Mo- bile, etc., why not in Tampa too?" Of course, if you give us permission to use these excerpts, we will give you proper credit on the mailing. Please place an order for 50 re- prints of the Negro section for us. We have found they are excellent sales aids. Norman Stewart Commercial Manager WSOK, Nashville • Reprints of the 1954 Negro Radio section arc- available at 40c each ; 10 or more copies, 35c each ; 50 or more, 30c; 100 or more, 25c; 300 or more, 20c. Permission to reprint material from SPONSOR is granted provided a request is made in writing and credit is given. TV DICTIONARY HANDBOOK Please send me the book form of sponsor's Tv Dictionary/Handbook as soon as published and bill me. Enjoy reading sponsor and deem it an invaluable part of my work each day. Paul E. Perry Director of Radio and Tv American Stores Co. Philadelphia • SPONSOR'S 1954-'55 Tv Dictionary/Hand, book will be available early in 1955. Single copies are $2 ; quantity prices on request. SPOT RADIO This pertains to "Spot radio's time of decision" in your November 1 is- sue [page 29]. The article is generally well written. {"Please turn to page 116) IT'S SCOTCH CLEAN BR.9' BIRTHDAY/ AxVT '' 777, "Four years ago," writes Scotch Cleaners president Archie Swan, "we started a dry cleaning and laundry business with one outlet. Today we have six stations and rank as Topeka's largest cash- and-carry dry cleaners. Customer turnover in this business is ex- ceptionally fast, and advertising results are quickly traced. Sta- tion WREN deserves a big hand on our fourth birthday — because there is no doubt in our mind that our strong and consistent schedule on WREN has been our most effective advertising." 5000 WATTS ABC .TOPEKA, KANS. WREN Weed & Company 29 NOVEMBER 1954 15 The Hon. Hi km \\ E. Talmadge Governor of the Stale oj Georgia The Hon. \\ iim im B. Baetsfield Mayor oj the City of Atlanta GEORGIANS GEI FIRST-HAND FACTS ON CITY AND STATE VIA WAGA-TV Governor Talmadge and Mayor Hartsfield are both regular guests on WAGA-TV programs, "Capitol Report" and '"This is Your Town." These are more than public service programs — they are public information programs which give first-hand facts on issues concerning the state and city. The response is so great, no Pulse or Hooper or ARB i> needed to convince either of these public officials of the vast audiences they reach. \nd none will be needed to convince you that WAGA-TN blankets the area. The steady climb of your sales curve will tell the story emphatically. Let our reps give you the facts on WAGA-TN — the station Georgians look to for facts about city and state. Represented Nationally by the KATZ AGENCY, Inc. Tom Harker, Vice President and National Soles Director, 118 E. 57lh Street, New York 22 Bob Wood, Midwest National Sales Manager 230 N. Michigan Avenue, Chicago 16 SPONSOR New and renew 1. New on Television Networks SPONSOR AGENCY STATIONS PROGRAM, time, start, duration Allis-Chalmers Mfg, Milw Bert Cittins, Milw NBC TV Livestock Exposition; T 3-4 pm; 30 Nov only Chrysler Corp, Detr McCann-Erickson, Detr ABC TV 50 Thanksgiving Day Parade; Th 10:15-11 am; 25 Nov only Eastman Kodak Co, Rochester, NY JWT, NY NBC TV Norby; W 7-7:30 pm; 5 Jan; 52 wks Gillette Safety Razor, Boston Maxon, Detr CBS TV 111 Orange Bowl Came; Sat 1:45 pm to concl; 1 Jan only Meet the Press; alt Sun 6-6:30 pm; 9 Jan; 52 wks Johns-Mansville Corp, NY JWT, NY NBC TV 22 Longines-Wittnauer Watch Co, NY Victor A. Bennett, NY CBS TV 146 Thanksgiving Day Festival of Music, Song & Dance; Th 5-6 pm; 25 Nov only Pharmaceuticals, Inc (Ceritol, RDX), NY Harry B. Cohen, NY CBS TV 111 Meet Millie; alt T 9-9:30 pm; 7 Dec; 7 alt wks Simoniz Co, Chi SSCB, NY CBS TV 77 Bob Crosby Show; W 3:30-45 pm; 1 Dec; 52 wks Swift & Co, Chi JWT, Chi NBC TV Horace Heidt Show; Sat 7:30-9 pm; 8 Jan; 52 wks Telechron Dept, Cen Elec, Ashland, Mass N. W. Ayer, NY NBC TV Times Square Celebration; F 11:55-12:10 am; 31 Dec only Tootsie Rolls, Hoboken, N| Moselle & Eisen, NY NBC TV 60 Paul Winchell- Jerry Mahoney Show; Sat 10:30-11 am; 20 Nov; 52 wks Zenith Radio Corp, Chi Y&R, Chi CBS TV 71 Omnibus; Sun 5-6:30 pm; 24 Oct; 52 wks 2. Renewed on Television Networks SPONSOR AGENCY STATIONS PROGRAM, time, start, duration Aluminum Co of Amer, Pitt F&S&R, Cleve CBS TV 65 See It Now; T 10:30-11 pm; 30 Nov; 52 wks Amer Oil Co, Bait Joseph Katz, NY CBS TV 54 Person to Person; alt F 10:30-11 pm; eastern stns; 3 Dec; 52 wks Amer Safety Razor, NY D-F-S, NY ABC TV 36 Walter Winchell; Sun 9-9:15 pm; 2 Jan; 52 wks Borden Co, NY Y&R, NY NBC TV 59 Justice; Th 8:30-9 pm; 6 Jan; 52 wks Hamm Brewing Co, St Paul Campbell-Mithun, Mpls CBS TV 38 Person to Person; alt F 10:30-11 pm; midwest stns; 3 Dec; 52 wks R. J. Reynolds (Camels), Winston- Salem. NC W. Esty, NY NBC TV 81 Camel News Caravan; M-F 7:45-8 pm; 3 Jan; 52 wks Pan Amer World Airways, NY JWT, NY NBC TV 22 Meet the Press; alt Sun 6-6:30 pm; 2 Jan; 52 wks 3. Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Ruth L. Ackerman Eleanor Lambert, NY, fash bur stf R. S. Taplinger & Assoc, NY, exec Robert E. Allen F&S&R, NY, office mgr Same, Cleve, pres Sam Ballard Geyer Adv, NY, vp & chmn of acct policy comm Same, exec vp & gen mgr |ohn P. Beresford C&P, NY, vp McCann-Erickson, NY, acct exec Charles Bigelow Facts Consolidated, LA, res assoc McCann-Erickson, LA, dir of res Stephen Birmingham Cimbel Bros, NY, adv mgr DCSS, NY, copy dept Allen Brinker Nathan Fein Adv, NY Wexton Co, NY, acct exec & asst mdsg dir Everett Castle, Jr BBDO, Cleve, creat dept McCann-Erickson, Cleve, creat dept Roxane Cotsakis Compton Adv, NY DCSS, NY, copy dept Vic Decker Decker Adv, Canton, Ohio, o & dir Norman Malone Assoc, Akron, Ohio, ccct exec & r- tv dir Erwin, Wasey, NY, sen copywritei Maizie V. Elenz Benton & Bowles, NY Robert Elliot CBS TV, NY, prom copy chf R&R, NY, creat stf James L. Flood C&P, NY vp & dir of mdsg Grant Adv, NY, vp & dir of mdsg H. Jeff Forbes Free lance tv & movie prodr, Cleve Cabell Eanes, Richmond, exec dir of tv & movie J. Frank Cilday C&P, NY, vp & dir of r-tv McCann-Erickson, NY, bus mgr of r-tv dept Herbert Cruber C&P, NY, chf timebuyer E. Kletter, NY, bus mgr of r-tv dept C. Robert Cruver Adam Scheidt Brewing Co, Norristown sis prom Pa, chg of mdsg, Gray & Rogers, Phila, pub rel stf John David Held Ketchem, MacLeod & Crove, NY, r-tv prodr Calkins & Holden, NY, r-tv prodr dir Irving Hill Foster & Kleiser, Seattle Miller, Mackay, Hoeck & Hartung, Seattle, asst media dir Jane Hite Calkins & Holden, LA C. Wade, LA, copywriter Elmer laspan Al Paul Lcfton, Phila Adrian Bauer Adv, Phila, r-tv dir Terence Kennedy ECOS de Nueva York, NY, adv dir Allan Assoc, NY, acct exec William Knudsen Smith, Hagel & Snyder, NY, vp Same, exec vp In next issue: New and Renewed on Radio Networks, National Broadcast Sales Executives, New Agency Appointments, New Firms, Netc Offices, Changes of Address Seaman (3) Harlow Harris (4) 29 NOVEMBER 1954 17 29 NOVEMBER 1954 .\#>n • and renew Ceorge Simons 1 4) 1 William Jord.ir Irving Hill 13) Robert Kcssl 3. Advertising Agency Personnel Changes (cont'd) NAME FORMER AFFILIATION NEW AFFILIATION |amcs M LouKhr.in T.isti-Dict Fds. Stockton, Cal, nat'l adv & mdsg dir Erwin. Wasey, LA, sis prom stf Frank McCord C&P, NY, vp & dir of res Crant Adv, NY, vp & dir of res Thomas Maloney C&P, NY, p Crant Adv. NY. exec vp William Mann BBDO, NY Doremus & Co, NY, r-tv dir Keith Mathers WKY-TV, Oklahoma City, asst prog mgr Lowe Runklc Co. Oklahoma City, r-tv dir Theodore Morris Meldrum & Fewsmith, Clcve, exec vp Same, p McCann-Erickson. NY, vp & group hd Edward B Noakes C&P, NY, sen vp & chm of exec comm Rob it W. O'Brian United Artists Tv, Chi. miJwest sis mgr Harrington. Rlghter & Parsons, Chi, acct exec Frank Orth CBS Radio Spot Sales, NY Campbcll-Ewald, Dctr. asst dir of r-tv dept Addic Pctrovich Family Life, NY, prom dir Calkins & Holdcn, LA, copy dept Charles Powers D-F-S, NY, exec prodr McCann-Erickson, NY, r-tv dept Russ Raycrcft D-F-S, NY, r-tv supvr of Falstaff Brewing acct Robert W. Orr, NY. vp in chg of r-tv Alfred Seaman Compton Adv, NY, vp & creative dir Same, bd of dir Laurie Schutt KTHI, Houston, prom & copy dir Lauri of Houston, owner, adv & prom dir Tom Scott Crant Adv, Chi H. W. Kastor, Chi. dir of media Susan A. Simonc Caloric Stove Corp, Phila, adv mgr Lee Ramsdell & Co. Phila. exec asst to pres Donald Tomkins Crant Adv, Chi, r-tv dir Same, NY, dir of r-tv Robert Wechsler Nat'l Assoc for Mental Health, NY, pub info dir Benton & Bowles, NY, publicity prom stf R. S. Williamson B. C. Moore, N & S C, dir of adv & pub rel Cabell Eanes, Richmond, asst to pres Frank Yahncr Y&R, NY, sen acct exec N L & B, NY. vp & acct supvr 4. Spons< or Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Victor Alin Philco, Phila, sis prom mgr of Internat'l Corp Same, chg spec sis of Internat'l Corp Harold Anderson Pabst Brewing Co, Chi, asst sis mgr of north central Same, north central div sis mgr Martin Bennett RCA. LA, mgr of western reg Same, NY, dir of regl opers Ceorge Caddoo Philco, Phila, appliance sis dept Same, sis prom mgr of Internat'l Corp |ohn W. Craig Aluminum Ind, Cinci, pres, chf exec officer, dir RCA Victor Home Appl div. NY vp & gen mgr Dr. Elmer Engstrom RCA, NY, exec vp in res & eng Same, mem bd dir Ralph Caylord General Mills, Mpls, dir of prod control Same, gen mgr of instit prod div Ceorge Hakim DuMont TV, Clifton, NJ, adv mgr Hoffman Radio Corp. LA. dir of adv Alex Harris Schick Inc, LA, dist scrv mgr Same. Stamford. Conn, gen mgr of serv div Harlow Harris Pabst Brewing Co, Chi, north central div sis mgr Same, western gen sis mgr Will James CBS-Columbia, NY, dir of plant opers Same, dir of opers William Jordan Univis Lens Co, Dayton, sis prom & adv dir Amcr Safety Razor Corp. NY. sis prom mgr James Kerr Former U S Air Force colonel Avco Mfg, LA. dir of west coast div Robert Kcsslcr Allen B. DuMont Labs, Clifton. NJ. asst mgr of commu- nication prod div Same, mgr of communications prod div Irving Lane Legum Dist Co (Crcsley-Bendix distribt, Bait, gen sis mgr Crosley R-Tv, Fla. Ca. Ala. zone sis mgr David Monoson Monoson Electronics, New Orleans, owner CBS-Columbia. NY. regl sis mgr of southeast Conrad Oddcn RCA Service Co, Camden, NJ, NY dist mgr Same, mgr of comml serv Fred Okon CBS-Columbia Distributors. Inc, NY, adv & sis prom mgr CBS-Columbia, NY, adv mgr 0. 0. Schreiber Philco Corp, Phila, asst to pres Same, vp William Rambo Ward Wheclock Adv, Phih, copy supvr & sis prom Proctor Electric Co. Phila, sis prom mgr Clifford Rigsbee RCA Service Co, Camden, NJ, mgr of comml serv Same, admin, consumer prod analysis Ceorge Simons Crosley & Bcndix Home Appl. Cinci, adv mgr Same, dir of appliance adv & sis prom William Skinner Zenith. NY, spec co survey dept Same, Newark, N|, mgr John D. Small Quiet Heet Mfg. Corp, Newark, NJ, exec vp & dir Same, pres Sam Zaiss Rcxall Drug Co, LA, mgr of pub rel dept & mag edit Tidy House Prod, Shenandoah. Iowa, asst adv mgr 5. Station Changes (reps, network affiliation, power increases) KCKT-TV, Croat Bend, Kan. becomes NBC affil KCMO, Kansas City, goes or 24 hr opcr eff 8 Nov KELO-TV. Sioux Falls, S D , incr power from 57.500 watts to 200.000 watts KHQ & KHQ-TV, Portland. Ore. new regional rep H. Qucnton Cox & Assoc, 423-425 Terminal Sales Bldg KPTV. Portland, Ore, purch by Storcr Bdcst Co KQV, Pitt, purch by Tele Trip Policy Co. NY KTVA. Anchorjgc, Alaska, regl reps Alaska Radio Sales KXYZ, Houston, new nat'l rep Avcry-Knodcl WAIR. Winston-Salem. N. C . Assoc WCCO. WCCO-TV. Mpls. CB1 Star & Tribune Co WDRC. WDRC-FM. Hartford. Conn, consolidate bdcst oper- ations, new address 869 Blue Hills Ave new nat'l rep Robert Meeker owned share purch by Mpls WRFD. Worthington. Columbus Ohio. Meeker Assoc WVEC. WVEC-TV. Norfolk-Hamoton Avcry-Knodcl new nat I rep Robert VA. new nat'l rep 18 SPONSOR You just want the IACTS! I N case you think of Iowa as a farm state exclusively, and that Iowans are less interested in TV than big-city folks, study these figures from 1954 Iowa Radio and Television Audience Survey! (And remember that as of March, 1954, 59.6% of all homes in Iowa had television sets — one-fourth of which had been purchased less than six months previously!) NUMBER OF HOURS AVERAGE TV SET OWNER SPENDS USING TV, WEEK DAYS TOTAL AVERAGE AVERAGE (Average Woman Man Weekdays, Averages: Home) Over 18 Over 18 Urban 11.25 hrs. 4.41 hrs. 2.96 hrs. Village 11.70 hrs. 5.03 hrs. 3.00 hrs. Farm 13.20 hrs. 5.13 hrs. 3.64 hrs. WHO-TV reaches 280,250 television sets in Central Iowa — owned by 566,300 city people, 545,100 rural people. Get all the facts from Free & Peters! WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO .WHO I WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO WHO ■TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV -TV WHO-TV Channel 13 • Des Moines • nbc Col. B. J. Palmer, President P. A. Loyet, Resident Manager Free & Peters, Inc. National Representatives 29 NOVEMBER 1954 19 r This Sterling Character. . 1 Up and down the avenue, he's known as one of the most accomplished storytellers in the trade. Same way on almost any street across the vast WCBS Radio listening area. People take his talk to work with them, out to the back fence, even to school. On Madison or Main, "Did you hear Jack Sterling's story about ..." is as nice a way to start the day as any.* But that's only one facet of the Sterling character. His success stories are even better. Like the one from an agency's Executive Director, with the punch line, "Your commercial at 5:45 a.m. has delivered prospects at the lowest cost per inquiry we have ever been able to accomplish!" And another which goes, "Not only are we happy with the mail counts which have brought our costs down to the lowest in the country, but also we are pleased with the loyalty and quality of your listener ship ." And maybe you've heard the topper to his recent why i like radio contest. The entries totaled 44,901, with all but five states heard from! How has he managed to accumulate such a record of successes? Mostly hard work. Eighteen years in broadcasting, in his seventh with WCBS Radio. Experience as a salesman, raconteur, reporter and ringmaster ... all the qualifications that mean showmanship. And, like all of our WCBS Radio personalities, his program consistently ranks among the top locally-produced participating programs on New York's network stations! In the market for your own Sterling success story? Call CBS Radio Spot Sales or . . . \/\7/^ DC "R A Tl T O New York lerling is heard on WCBS Radio ly through Saturday from 5:30 a.m. to 7:45 a.m. the CBS Radio Network Monday h Friday from 11 :30 a.m. to 11:45 a.m.) ts ^ *£%£$* * ... "V., *■> 1*k If you lave some- thing to sell in Mon treal Remember this: This year more ad- vertisers are using Canada's First Sta- tion. MONTREAL INU.S.-WEED IN CANADA-ALL CANADA fJoilfffcf Ctltlfl V.p. in charge of advertising and merchandising The Nestle Co., White Plains, New York "Nestle Co. use- product not compan) identification advertising," Don Cady, Nestle's v.p. in charge of advertising and merchandising, told SPONSOR. He referred to the fact that Nestle products art* advertised in- dividually, often through different agencies, and sometimes in com- petition with each other. No advertising monej i- put into promo- tion of the company name. Cady uses it- entire SPONSOR-estimated S10 million budget to -ell three instant coffees, it- instant tea. choco- late bars, package gravies and sauces, chocolate drinks and other package products making up the Nestle line. Coordinating Nestle strategv with six a e's at four Nestle agencies is only part of Cady's job. A big. burly man. he also travels around the country, explaining advertising strategy to Nestle's sales force, integrating his advertising selling effort with their sales approach. "After all. the 'family's' got to be informed about the things we're doing for it." he explained. "'It'- all too ea-\ to lose touch with your sales force. Its part of the ad managers job to explain the purpose of the advertising to the salesmen. Advertising loses some of its \alue unless the) know how to use it. This job, however, is complicated b\ the fact that various Nestle product- compete with the lines of different package food manu- facturers: e.g. Nescafe fights with General Food-' Maxwell House Instant Coffee, Nestle's chocolate bar- rank second behind Hershey's. "We advertise each product individually, just like parents edu- cate kids individually. Each ha- hi- own problem. The onlj over- all philosophy we have is hard product-selling, and on t\. that mean- a merchandisable pi rsonalit) to us. In line with this reasoning, Nestle provides point-of-sale cut-outs of Gleason to tie in with Nescafe's co-sponsorship of The Jackie Gleason Shaw, CBS TV, Saturdays 8:00-9:00 p.m. (through Bryan Houston). Buzz Cory, Star of Space Patrol. VBC TV, alternate Sat- urdays 11:00-11:30 a.m. (through McCann-Erickson), deliver- the commercials for Nestle's chocolate drink- and bar- himself. \n amateur photographer, Cad) take- hi- camera along on most business trip-. In his Westchester home, he has albums full of pic- tures "I hi- wife and hi- box and girL * * * 22 SPONSOR WHB switches to independent operation and Kansas City listeners are switching to WHB Unburdened by a lot of programs only some people want to hear, WHB now fills 24 hours a day, 7 days a week with what most people want to hear. The result: A steady switching of Kansas City dials to 710 kcs., where new studios, program- ming, personalities and ideas are making K.C.'s oldest (1922) call letters — K.C.'s most talked about call letters. In audience and in rates, WHB under new management* is an extraordinary buy — right now. Talk to John Blair, or WHB General Manager George W. Arm- strong. * Operating two other famous, much-listened-to independents: KOWH, Omaha; WT1X, New Orleans. 10,000 watts on 710 kc. Kansas City, Missouri ■w CONTINENT BROADCASTING COMPANY KOWH, Omaha Represented by H-R, Reps, Inc. President: Todd Storz WHB, Kansas City Represented by John Blair & Co. WTIX, New Orleans Represented by Adam J. Young, Jr. 29 NOVEMBER 1954 23 NOW. ..all the loose ends tied-up in a singli :" TIME AND PROGRAM PACKAGE ATIONAL SPO TV COVERAGE TOP PROGRAMS TEN HOURS PER WEEK OF FILM PROGRAMMING PRODUCED EXPRESSLY FOR NATIONAL SPOT SPONSORSHIP: GUILD'S 1955 schedule provides five hours of prime night-time programming, made up of ten all-star half hour shows . . . and five hours of lively day-time programming, made up of twenty quarter- hour segments, designed for across-the-board showing. Here are some of the program titles... Many available immediately . ..and others to be announced soon. Liberace Betty White Florian ZaBach Paul Coates' CONFIDENTIAL FILE THE GOLDBERGS, starring Gertrude Berg THE NEW LIBERACE SHOW THE FRANKIE LAINE REVUE A DATE WITH FLORIAN ZABACH LIFE WITH ELIZABETH, starring Betty White BRIDE AND GROOM IT'S FUN TO REDUCE DR. NORMAN VINCENT PEALE CONNIE HAINES SINGS Connie Haines Dr. Peale Margaret Firth Gertrude Berg Frankie Laine To see how this combination of VITAPIX and GUILD coordi- nated services can serve you... contact GUILD FILMS today. GUILD FILM C NEW YORK 'CHICAGO 'CLEVELAND -DETROIT 'KANSAS CI v- ' America's leading stations are VITAPIX stations ■ ■ ■ ■ ■ P STAT IONS what you gets 1. Desirable time periods in all markets selected. 2. Programs of proved viewer impact. 3. Stations with proved audience leadership. 4. Single billing . . . single proof of performance. 5. Complete program and time research facilities. 6. Program promotion and publicity services on both national and local level. 7. Integrated commercials by Guild stars, specially keyed to best suit the advertiser's needs. what it means: This new coordinated plan saves you time, saves your client money . . . and provides greater flexibil- ity than ever before offered. You save time because GUILD and VITAPIX handle station clearance for you, providing single billing and single liaison. Your client saves money because there are no hidden "extras". . . you select only the markets you require. ; ; : ! KCNC WSB WMAR WABT WBZ WGR WBTV WBNS WHIO KLZ WWj WFBC KPRC WKZO KCMO KTLA KSTP WDSU WKY WOW KPHO WPTZ WGAN KOIN WjAR WHAM WHBF KSL WOAI KRON KING WHEN KWFT Amarillo Atlanta Baltimore Birmingham Boston Buffalo Charlotte Columbus Dayton Denver Detroit Greenville Houston Kalamazoo Kansas City Los Angeles Minneapolis New Orleans Oklahoma City Omaha Phoenix Philadelphia Portland, Me. Portland, Ore. Providence Rochester Rock Island Salt Lake City San Antonio San Francisco Seattle Syracuse Wichita Falls I D MADISON AVENUE BW YORK 19, N.Y. IRRAY HILL 8-5365 . . . plus other coverage throughout the country the (vTTAmfstations |_ L A S HOLLYWOOD •PORTLAND, ORE Here's the COMPANY You'll Keep DRANO DOICIN CARDUI EX LAX WINDEX SOFSKIN GULFOIL ■IONETIC SKINTONE STANBACK SSS TONIC CANADA DRY TURTLE WAX SINCLAIR OIL DIP N RINSE SCHLITZ BEER GEORGE'S OIL HOLSUM BREAD HALO SHAMPOO LIFE MAGAZINE BAYER ASPIRIN APEX PRODUCTS M-G-M PICTURES CIRCUS PEANUTS IDEAL DOG FOOD TENDERLEAF TEA LINCOLN-MERCURY FAIR MAID BREAD BRANIFF AIRWAYS UNITED GAS CORP BLACKBURN SYRUP BULL-OF-THE WOODS VIVIANO SPAGHETTI PARSON'S AMMONIA POWERHOUSE CANDY RAYCO SEAT COVERS SHULTON OLE SPICE MANISCHEWITZ WINE VIRGINIA DARE WINE WILDROOT CREAM OIL ROBERT HALL CLOTHES CRUSTENE SHORTENING LADIES' HOME JOURNAL B.C. HEADACHE POWDER GREEN SPOT ORANGEADE BONNIE BELL COSMETICS ROYAL CROWN PRODUCTS SATURDAY EVENING POST WAGNER'S ORANGE JULIP RADIO TELEVISION SCHOOL WISHBONE SALAD DRESSING RESERVE LIFE INSURANCE ITALIAN SWISS COLONY WINE UNCLE BEN'S CONVERTED RICE HERBERT TAREYTON CIGARETTES Write - Phone - or Wire F o r j o e & Co. -Nat'l Rep. DAVE MORRIS at KE-2581 A By Joe Csida By the time the codec was served thai noontime at the M & M Club in Chicago's Merchandise Mart, the producer, the distributor and I had gotten ourselves rather worked up over the importance of merchandising and promotion in con- nection with tv programs, and specifically tv film program-. None of us were disputing the simple, basic fact that mer- chandising and promotion were important. The big differ- ence was in the question of whether or not it was possible to promote a poor or a mediocre -how to the point where it would not only get but hold audiences. "Sure it can be done," said the distributor. "It*- being done all the time. Look at the movies. Thev take a real dog and exploit it right into the top ten grossers, time and time again." "Maybe so," said the producer, "but there's one big differ- ence between theatrical films and television. Each film re- leased is a brand new one, and the customer forget- how bad the la-t one was, and is always hoping the next one will be better. With tv, in any series, there's a production standard that's reached. If a viewer tunes in Studio One. week after week, he knows just about how good a dramatic show he'll see. If he tunes in Berle. or Benny or Lucy he knows by and large what to expect. If he tunes in a new series two or three times because he was promoted into it. and he doesn't like it. no economically feasible promotion can bring him back con- sistently." I stroked my figurative long, white beard and reminded the boys of the days of the depression, when the movies, for example, were running bingo games and giving away sets of dishes. The producers, in those days, came about as close as they've ever come to losing sight of one of the few great tru- isms about show business: The play's the thing. Make a "Rear Window" and you'll pack the theaters, without bingo or dishes, in spite of tv competition or recession. Station managers, advertisers and agencies, we all agreed finally, might ponder that Bingo Night. Free Dishe- era of our times. There seems a strong tendency in some quarters these days to perpetrate the tv equivalent of that ""-chlag" period. \ fellow has a product line-up which cannot com- pete entertainment-wise with those programs around, so he decides to give awa\ dishes. It matter- little, of course, what he call- his dish device. In the final analysis it amount- to the same thing: Maybe you'll lure "em to your channel, once i Please turn to page 113) 26 SPONSOR WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDSKALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN, NEBRASKA Associated with WMBD — PEORIA. ILLINOIS OU'RE HALF NAKED IN NEBRASKA COVERAGE IF YOU DON'T REACH LINCOLN- LAND— 42 counties with 202,200 families— 1 00, 000 und a plicated by any other station! Lincoln's popula- tion is 110,000 — in the same bracket with Lancaster, Pa., Schenectady or South Bend, Ind. The KOLN-TV tower is 75 miles from Omaha! This LINCOLN-LAND location is farther removed from the Omaha market than is Cincinnati from Dayton. Buffalo from Rochester or Toledo from Detroit. KOLN-TV COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA ABC f(8)j DUM0NT c4very-Knodel, 3nc, CxcluAive Jyational (Representative^ 29 NOVEMBER 1954 27 YOU PUT THEM TOGETHER . . . T-H-T makes the sales! )AY, HOME and tonight have long since made their — each is a great nbc-tv network program in its ight. Now they have been combined into T-H-T, the flexible participation plan in network television, offer- lree star salesmen and reaching three separate markets. ie(her you figure it by electronic calculator or on the of an envelope, T-H-T offers an enormous number of nations weekly. (The calculator said 32,767, but who es calculators any more?) And you select the right nation for your product . . . your customers . . . your ititive picture . . . your seasonal promotions. th T-H-T you can buy as many participations as you distributed as you choose among these three programs : >ay The selling techniques of DAVE garroway have this pioneer early-morning news and special features an outstanding success. Reaches the whole family — wives, children, working men and women. me Charming arlene FRANCIS in less than a year has home TV's major source of homemaking advice and nation, home is watched by a predominantly feminine nee — women who take time out of their busy days :se they are vitally interested in improving their own t^ight Easy, breezy steve allen and his guests bring •"ly, music and surprises to a new live, lively late-evening show. On TONIGHT you reach the biggest adult male audience available at Class "C" rates . . . and you make the last impression that lasts. TV competition is tough. The big rewards go to the adver- tisers who buy television that most closely fits their adver- tising needs. T-H-T is designed to do exactly that with Dave Garroway, Arlene Francis and Steve Allen working for you on the air and at point-of-sale. And dealer acceptance is amazing! Holiday note. T-H-T can put your products on display for the gift season with as little as 72 hours notice! You will be glad to learn that combination buys of today, home and tonight entitle you to discounts up to 20%. Smart sponsors such as Dow Chemical, Northam Warren, Bissell Carpet Sweeper Co., United States Tobacco Co., and Broil-Quik, Inc. are already taking advantage of T-H-T's flexibility. Ask your NBC-TV representative about the profitable arrangements you can make. N B'C TELEVISIO a service of SALES Get FATTER by the PLATTER WHEN YOU'RE BOBBIN' with ROBIN America's No. 3 Disc Jock Show! W KMH, Dearborn-Detroit . \\ K.MF, Flint... WKHM, fackson is the package buy that covers 77% of Mich- igan's entire buying power. 'i it you s.im- i o when you bu) all v 1 lighest ratings because everybody likes Ni« s, Music and Sports ! You don't have to tell the Detroit-Wayne County billion dollar market who is America's No. 3 disc jockey and who rates No. 1 in this area. They know it's Bobbin' with Robin! They give him the biggest tune-in ! And, the more platters he plays the more the advertising pays ! The man sells like mad ! WKMH gives this market the best and the most . . . /';/ News, Music and Sports. That policy is paying-ojj for WKMH Advertisers.' BUY **£** GOLDEN WkwtTd^^ WKMH Frederick A. Knorr, Prut. George Millor, Mg. Director • Represented by HEADLEY - REED ■ ■ 29 NOVEMBER 1954 THE UTIICS MUDDLE what it is and what to do about it On eve of ARF ratings report industry interest is foeussecl on solving problem, with rise in researeh sophislieation eonsiderecl erueial In the over five years since sponsor began calling attention to shortcomings of the rating services — improper ways in which they are used — there has never been a better opportunity than exists now to do something about the problem. The Advertising Research Foundation is about to issue its report on audience research measurement standards — a report which was two years in the making. While by no means a panacea, the ARF's detailed study may be a starting point toward correction of the "rating muddle." And throughout the industry there are signs determination is growing to stop talking about the muddle and produce construc- tive improvements. To help put the problem in perspective, sponsor went to dozens of research specialists and other advertising executives. The resulting article start- ing below sums up what the research muddle is — in itself not an easy situation to understand, since it has so many facets. Further, it points out that many believe the real key to solution of the problem lies in aggressive programs of education within the industry. Education can end many misuses of ratings. And with sharper knowledge of ratings the pressure will be on for each rating service to improve. E. L. Deckinger (top) of Biow is chairman of ARF radio-tv ratings review com- mittee which is about to issue report. C. Maxwell Ule of K&E chaired work- ing committee on report. WW ithin a few weeks the Advertis- ing Research Foundations radio-tv rat- ings review committee will present an 88-page report which has been two years in the making. Will this mean the end of the radio-tv "ratings mud- dle"? After conversations with research firms who have seen the report in draft form; with some of the people responsible for the report; with other top-ranking research specialists and users of research the indications are the ARF report will only be a jumping- off point. The report suggests standards, as agreed to by the committee, for audi- ence measurement methods. It covers 29 NOVEMBER 1954 by Charles Sinclair these methods in general terms with- out a description of the way each service puts the method it uses into operation. At this time it's left up to those who read the report to conclude how nearly each research firm fulfills the standards as postulated by the ARF committee. (There are plans on the docket, however, to review research practices of individual firms in future ARF reports.) On the eve of the industry's con- sideration of the report, here summed up is the status of the "research mud- dle.'" To help keep the often complex picture in focus, this report is divided into separate questions and answers. Q. What do the research special- ists say will solve the "research muddle"? A. They hope the ARF report will start the industry demanding higher research standards. Yet standards alone are not the end of the troubles. There's need for further experimental research to answer the question of how well each research method does its measurement job. And no matter how fully standards are set forth I even as- 31 ing LOO' • agreement bj research- .1 - .,n validlt) ■ ■! the standards I j oui problem doesn't stop there. W hat about those who don't understand the stand- ( Ipinion Beems t" -urn up t" the con- . lusion that the big need is a highei level of industrj knowledge. Said one resean li bead : "In no other business, unless it's the Btock market, are there so man) non-tei hnicians us- 1 1 1 _■ tei Imi' .il terms and infoi mation the) 'I" not understand. ^.iiil a veteran who ha- been through the mill in man) industr) research projects: 'Il the level of ><>phi>tica- t ion about ratings is raised, almost in- .■\ itabl) the pi oblem of low-standard ratings will take care of itself. The buyer of audience research will de- mand higher qualit) ." Q. Who's going to do the edu- cating? A. Uready there have been move- ments to start the process. Last week, for example, NBC's Hugh M. Beville Jr., dim tor of research and planning, gave a "chalk talk" on the subject of ratings to the radio-tv press. This fol- lowed a memo to radio-tv editors from THIS WE FIGHT FOR sponsob has always believed strongly in th< importance of fighting hard for od\ caught talking about ratings w ith- out attending the clinic has to pay a fine to some charity." The opinion was several times ex- pressed that if the \KF report did nothing more than touch off intense in- teresl in "adult education" programs 32 SPONSOR il vsill have served a constructive pur- pose. It was felt the report could be used, as well, as an educational tool. Q. In light of all the criticism of ratings should advertisers conclude audience research is completely unreliable and even worthless? A. Some broadcasters have taken this position, particularly in radio at the local level. And some advertisers in effect come to somewhat the same conclusion by buying radio especially v\ith heavj weight on judgment as op- posed to use of inflexible rating mini- mums. But in national level program plan- ning there are few admen, research- ers or network executives who do not agree that audience research can play a constructive role. A few weeks ago, for example, P&G — broadcasting's biggest advertiser — sent its program buying machinery into smooth action. Result: the trade soon learned that P&G had bought into four major tv network shows — / Love Lucy, Favorite Husband, Top- per and This Is Your Life — on an al- ternate-week basis, with the whole deal costing the soap firm an estimated $8 million annually. Among the reasons: Exhaustive analysis of A. C. \ielsen data showed that audience duplication between the four shows was at a mini- mum, tuning was at a high level and the shows held up well against rivals. Q. What keeps the rating mud- dle going? A. There is tremendous overlap ( and it's growing quickly as rating firms expand their services) between the various outfits that measure radio- tv audiences. They measure the same programs. But they measure them on different yardsticks, and with differ- ent methods. Even if each rating serv- ice was 100% accurate (and none is), the figures would still be different; they have to be. Q. How does the continuing rat- ings muddle affect different levels of the radio-tv industry? A. Clients: A top-ranking v. p. and plans board member of one of the 10 biggest U.S. agencies said recently: "I've never been so worried about the ratings problem as I am right now. Clients worth millions in billings have told me that they are 'suspicious' about ratings, and that executives of their firms are demanding explanations be- cause of the differences between rat- tngs. Some ad managers are almost afraid to use ratings in executive meet- ings where non-advertising brass is present." Agencies: Local-level radio-tv has its own brand of rating confusion. A timebuyer, who handles one of the most active accounts in all spot radio- tv, told sponsor: "I'll tell you whj there's a real ratings muddle. It's be- cause buyers and sellers often use two different sets of ratings figures in the spot field. An out-of-town station man- ager recently made a trip to New York just to wave a set of ratings figures in n n face. He said I was crazy not to buy time on his station. But our agen- C) doesn't use the same rating service — we think it's inflationary. His station rated low in the service we use. What could I tell him that would make him understand why he was passed over?" Broadcasters: There's another side to this coin. As a veteran station rep told sponsor: "We feel that rating services miss plenty of audience, par- ticularly in radio. Therefore, for self- ( Please turn to page 114) DO NT'S IN USING RATINGS Based on a cross-section of thinking from research specialists, here are some of the things you can do now to avoid pitfalls in use of radio and television ratings Don't use ratings alone- in making buy- ing decisions. This is the most funda- mental error and will remain the wrong thing to do even if ratings are improved far beyond their present level of accu- racy. Just sheer audience size does not tell you if it's the right audience for you. Don't regard ratings as absolute figures. If your show is number nine in national ratings to someone else's eight, it's pos- sible there's no actual difference in the audience each has. When you get down to small variations between ratings, the statistical error of the rating may be larger than the difference-. Don't be concerned with small fluctua- tions in ratings for the same reason as cited above. It all boils down to the fact that a rating shotdd be regarded as a gt neral indicator, not a ball game score. Don't play the different rating services off against one another. Conversely don't let anyone pidl the same game- on you. If your show rates higher in one service than in another's ratings, don't accept the premise that the higher rating is "more accurate." Maybe it's a matter of what the higher rating represents. And what it represents may, or may not, suit what it is you should be measuring. 29 NOVEMBER 1954 33 One tv participation drew so many orders Gimbels ran "want ad" for more salesmen Hon (iiiiihi'ls uses ill ltcii|iliolstcr.v flc'p;irtiiicnt used as guinea pi- h ff rlc- how |e--c MimiI'C. will. lias i harge of Gimbela reupholsten, depart- ments in New ^ < >i k and Philadelphia, .I.--, ribes whal happened aftei the store Btarted using l\ and radio: "Two years ago, before air adver- tising, we had one factor) and about eight outside salesmen. "Today, we have four factories in the New ^ <>ik area alone and 2!! out- side salesmen. Our business volume is over S2 million. We no longer have a seasonal slump. In addition to these tangible results, main new Gimbels charge accounts have been opened by customers have been drawn to the store through reupholsterj advertising. Natural!) this benefits the entire store. not just our department." Gimbels air advertising represents an outstanding use of radio and t\ b\ a department store. The store restricts the use of radio and tv to promoting the higher-priced, non-impulse prod- mi- and services which people must be persuaded to bin . Because Gimbels reupholstery de- partmenl was the guinea pig for its air experimentation this article will deal primaril) with the store's experiences, techniques and results in air-selling re- upholstery. However, other long-term air campaigns for the Food Plan and Blipcover departments — and special test promotions on novelty items will also be de» i ibed. i rimbels launched its New \ ork t\ drive foi the reupholsterj department in Man h L953, through the I elesales Co. In November of thai same j ear, ii- began t\ advertising foi it- Phila- delphia Btore. Radio was added in New York last Dei embei . in Philadelphia shortlj thereaffe i I'be reupholsterj ad budgel todaj i- broken dow n this wa\ ; tele\ ision, : radio, I V ■ ; newspaper, 20 I hej n- spending ovei 1100,000 in t\ . Moore gives the ail media almost complete credit for his Bales i ise. "Radio ami t\ sell oui reupholsterj service lik.- no new-paper advertising can," he >a\s. "Our tv film commer- cials show fine craftsmen actuallj tai- loring fabrics, recovering frames, sew- ing material-. No machines, just men. I bat gets across the point of qualitj craftsmanship better than words. "\\ e show the same piece "I lui ni- ture before and after its been given the 'treatment.' On t\. the contrast is much more dramatic than on the printed page. And the radio commer- cials have a kind of persuasiveness and directness that's remarkably effective." Drawing a customer into the re- upholstery department is a much more challenging proposition than getting one to visit the hosiery counter. He- upholstery work is fairly expensive. Much thought and deliberation gener- ally precedes a decision to recover the sofa and chairs. These are the prob- lems Bob Zimler, Telesales president. faced in planning Gimbels air drive: 1. Reupholstery work is hardlj ever an immediate necessity. Most of the time a housewife can make do with her present fabrics for an indefinite period. Therefore, a considerable span of time elapses between the da\ when she de- cides her furnitures »etting shabby and the da\ she take- definite action. Gimbels wanted to shorten that time -pan. 2. \n unwritten law had guided the lalnic world- reupholsterj promotion for years. The law: Women won't consider signing reupholsterj contra t- any time but in the fall. Stores usuallv confined advertising to three month- ol the \ear. did ver\ little hu-ine-- outside these three months. Gimbels wanted to make reupholsten a vear- round business. 3. There are some 7,000 fabric and reupholstery shops scattered through- out New ^ <>rk. Most of them cater to a neighborhood trade, have limited op- erations. Main women who want (jualitx craftsmanship associate small stores with custom work, large depart- ment stores with mass production. Gimbels wanted to attract the quality- conscious. Zimler had to face more immediate worries than reupholsten industrj problems, however, before the first t\ commercial saw light. He first had to conquer the Btore - skepticism about the air media. He had to convince them a local advertiser could use t\ effective- l\ without demolishing the budget Store gives phone number to call in each commercial, gets exact record of its pulling power from telephone answering service (see below). Telesales Co., Gimbels agency, feels commercials must "give people something to do" to capitalize on fleeting impulse to buy I 1-2-92 BL CO Date Hqvcabflr 19 -A.M.-Jl -P.M. Gimbela Reupholstery Time Taken Product Customer's Name Mrs. Jean Patrick Address 1»2 - 50 85th Road City Jamaica Zone L.T. State -Station- 9011 Apt. * or Room " — 3A N.Y, Quantity -1 — SO-fa_ -Si:e- Rcmarks: 1 chair .Call A.M, -Color 1st - Color 2nd . 0L - 7 - 6086 Order Clerk DRW 34 SPONSOR liiii for high-priced items ri iik-ii l. doubled business and opened three new faetories in 21 months Gimbel officials felt Zimler's plan was worth a carefully limited test. But one of the conditions was that the air drive show immediate results at the cash register or it would be dropped completely. As it happened, this kind of ulti- matum fitted in neatly with Zimler's private theories on the use of radio and tv by retail stores. Here's how he explained it to sponsor: "A radio or tv commercial leaves nothing more tangible than a fleeting impression with the consumer. There's nothing concrete to look at for a length of time, like in a newspaper ad. After someone hears a commercial, he may be left with a buying impulse. But you can't let that impulse sit around until it disappears. You've got to capitalize on it right away. "We decided to capitalize on our commercials by giving people some- thing to do right there and then. We asked them to phone a special num- ber, or to write the store immediately. And we made it easy to buy. We said a store representative would bring a complete sample case to their homes if they called the store. This kind of instruction turns thinking into action. And it gives the store proof positive of a commercial's success or failure." It didn't take Gimbels long to reach a verdict. One of the very first com- mercials was a participation on the Richard Willis daytimer. Here's Look- ing at You (WRCA-TV). The re- upholstery department was so swamped with orders after the show that it im- mediately ran a "Help Wanted" ad for more salesmen, cancelled all further participations until it could catch up with the fast-growing backlog. Gimbels current New York tv sched- ule for reupholstery consists of about Gimbels cuts costs of reupholstery television film commercials by using real salesmen and cus- tomers in store's seven model living rooms. Only professional actor is Vic Roby, who is narrator case history Air media are more persuasive than print for reupholstery, have more drama, says Jesse Moore (r), department supervisor. Herb Sheldon stars in one of the shows store uses 15 participations a week in a variety of WRCA-TV adult-appeal shows: The Herb Sheldon Show, The Josephine McCarthy Show, Here's Looking at You, The Big Matinee, Eleventh Hour 29 NOVEMBER 1954 Theatre and Hopalong Cassidy. On radio, reupholstery is advertised via 64 20-second announcements a week over WQXR. The Philadelphia {Please turn to page 104) 35 A portrait Profiled herein is a j»roi >H p§ hat is a typical timebuyer? What i- his <>r her t\ pica! work'.' I lure i~ no more a Bimple answer to this question than there is to the same question applied to am trade or profession. Yet it's of considerable importance for the non-buyer to un derstand what it i- that goes into lime bu) ing. ItV been said main times b) spon- sor that unless top agenc) executives understand what the buyer doe- — or can do when allowed to the) ma\ fail to fully use his special aliilities. ^.ccordinglj sponsor has tried to con- tribute continuous!) to understanding of the timebuyer 's role. The latest effort is based on the premise that a better picture of the buying profession comes across in per- gonal terms rather than generalities. To get that picture of the timebuyer as an individual. SPONSOR centered on five buyers who handle \aried ac- count- at different agencies. Buyers of considerable years in the business were chosen and the problems the) lace in buying for their clients covei a wide gamut. Yet it would be naive to sum up SPONSOR'S five Inner- and say here i- a cross-section of their profession. The final cross-section < ould not be written unless the work of main dozens of buyers was profiled. The field is that varied. Hut it- hoped that in the five profiles of timebuyers at work below you'll find some of the "feel" of the field. The buyers profiled here are (al- phabetical!) i : Dick Bunbury, Y W . \v.i: Bill Hinman, Lambert \ I lev: Evelyn Lee .lone-. Donahue & John McCorkle. SS< B; Helen Wilbur, (.rev. i \t presstime, inciden- tally, McCorkle reported to SPONSOR he was leaving 5SCB to join the sales staff of CBS Radio Spot Sales. This points up a characteristic of the buy- in>i field the buyer sometimes moves over to the selling side. One reason: Some of the knowledge the buyer need> i- interchangeable vvith what the SPONSOR re timebuyers on the job spol buyers whoso com bin oil experience adds to more than 50 years time salesman should know to sell. Utvk Bunhurti is a 19-year veteran with N. W. Ayer. He is a timebuyer for accounts which include Hills Bros. Coffee. United Air Lines, Plymouth Division of Chrysler Corp., Carrier Corp.. Blue Bell work clothes. He oc casionally buys for other accounts, su- pervises other buyers, rides herd on network shows and sits in on both spot and network plans sessions. "Buying is a relatively minor part of the total job," he says, adding, "ex- cept at times when we are launching a new schedule, or increasing or de- creasing an old one. Most of what I do is evaluating in advance, or re-eval- uating afterwards. We have to find out all we can about local radio-tv condi- tions— and then stay on top of them. "I'm therefore in close contact with station reps. During the course of a 13- week cycle. I may talk to 30 or more different rep firms at the rate of two or three contacts a day." Dick feels that rep selling has come a long way from the days when reps just dumped a list of availabilities and said "See anything you like?" To- day, he feels, the rep is geared much more closely to the needs of specific clients. "However." he says, "the initiative is still largely with the agencies. That'* why we keep in touch at all times with reps. We have to tell them, up to a point, what our advance plans are to get them started. Then we won't have to rush at the last minute." Dick handles the current Hills Bros, air campaign. As it now stands the coffee firm has an across-the-board five-minute news series slanted at housewives on a 45-station regional hookup in the Pacific and Rockies area. In about 60 more markets, there are morning and daytime radio news- casts and announcements. Hills Bros, is active in spot tv in eight markets. The campaign has been on a 52-week basis since 1950. Tlie Hills operation is a good illus- I ration of the kind of reasoning based cm knowledge of regional circum- stances which goes into buying time. "On the West Coast," Dick told SPONSOR, "you have an odd pattern of delayed broadcasts in network radio and tv. To quite an extent, it changes the values of radio since it creates a high listening level in the afternoons. Easterners usually think in terms of morning radio news and overlook the afternoons on the Coast. We don't. "Again, in the Midwest, we've found by studying audience composition fig- Actual buying is just one of timebuyer's many duties Agency timebuyers are the contact point between agen- cy operations and huge field of spot radio-tv broadcast- ing. But actual buying, time- buyers say, occupies as little at 10% and seldom more than 30% of working day. Rest of time is spent in plan- ning, evaluating. Many han- dle network lineup details. ures that noontime radio often has an audience similar to morning radio — simply because Midwesterners are more prone to go home for lunch rather than eat downtown in a res- taurant. So we often hunt for noon- hour availabilities too. In some of the industrial cities, like Detroit and Mil- waukee, we've learned to gear some of our schedules to the factory shifts." Although it doesn't happen often. Dick feels that one of the toughest things he has to do as a timebuver is to start decreasing a campaign because of a budget re-alignment or a shift in strategy. "It's a matter of 'buying in re- verse,' " he explained. "You have to do a complete evaluation job and de- cide just what are the best schedules or slot to keep and which can be dropped. This is particularly tough if you know there's a good chance the client may at some time want to re- instate the air efforts being cut." (This problem, incidentally, is com- mon to most timebuyers. As another buyer told sponsor: "Spot broadcast ing is certainly the most flexible form of air advertising. You can expand in it faster than any other medium. But it's also subject to fast trimming." Sometimes, buyers pointed out, a schedule will go through several waves of expansion and contractions as think- ing fluctuates. It's one of the frustra- tions of a buyer's work that he or she may have to give up good avail- abilities only to be asked to get them back later often after it's too late.) Personal: Dick Bunbury is a bache lor, lives in Manhattan, but likes to get away to the country on weekends. He is fond of sports, either as a spec- tator in the Polo Grounds, Yankee Stadium or Baker Field (he is a Co- lumbia alumnus ) or as a golfer out of town. But he has been, as he puts- it, "too busy this fall to enjoy much more in the way of sports than sprint- ing for taxis." Bill ffimiKiii. a quiet, soft-spoken New Jerseyite with a memory like an adding machine, is the radio-tv buyer at Lambert & Feasley. He is gettin" used to a new office at 430 Park Ave- nue, the agency having moved there a couple of months ago from East 42nd Street. Bill feels that it's very important for timebuyers to do some moving of their own — away from the Madison - Park-Lexington Avenue circuit. He likes to get a first-hand look at the nation's radio-tv markets. "I travel around whenever circum- stances permit and I learn something newT about markets, stations and ! (Please turn to jiage 72) 29 NOVEMBER 1954 37 Richfield co-op plan: 90 Distributors choose own media, prog raining, use standardized eomiiiereials. Tw Richfield Oil Corp. of New i nik spends ovei 90' i of it- co-op advertising budget cm radio and t\. < o-op advertising Betups tend to be .1- varied as the types of companies w In. Ii have them. Hut it's Bafe to -a\ Richfield places unusuallj heavy em- phasis mi the air media in its co-op advei tising. I ndei hi ms "I the co-op plan, the regional gas and oil company splits costs 50-50 witli distributors for radio in 50 markets, tv in eight markets. SPONSOR estimates Richfield's share of the co-op ta!> will cosl it about $100,- 000 this year. That's approximately I'")', of its total advertising budget. Here's how Richfield's co-op plan works: 1. Distributors choose media. Com- pan\ does not try to influence media selection. 2. Distributors choose programing. Richfield, unlike some other com- panies, doesn't restrict co-op funds to specific types of buys, like announce- ments. 3. Commercials are standardized. All co-op air efforts must use commer- cials prepared b\ Richfield's agency, Morey, rlumm & Johnstone. Commer- cials don t cost distributors a penny; the companj foots the expense. "The heavy reliance on air media in co-op represents more than ju>t dis- tributors' whim."' Bays Hen I'ollak. Richfield advertising manager. "News- papers are used for the hulk of corn- pan) -sponsored advertising. We run regular schedules in about 200 papers. "Distributors consciously try to achieve a well-rounded ad schedule in their own markets b) usinji media dif- ferent from the companx s choi< e. \\ e don't tr\ to influence distributors' me- dia choice. But we do want our mes- sages in many different media to get the maximum possible audience. So we make it as easy as possible for dis- tributors to use radio and tv. Richfield launched its co-op adver- tising plan in 1945. At that time, com- pany-sponsored advertising consisted largely of news shows over selected radio networks. Newspapers, therefore, came in for the biggest share of dis- tributor-financed advertising. About two years ago. Richfield switched from radio to newspaper schedules and its distributors turned to radio and tv. Some measure of the effectiveness FALL SEI //,.. foUmt 1 .ml.,,,,. mi iii iti.n IH <0>l>IUt< IMS i on i M ■ \ni miiii ,ii m i'i I* Live commercials permit great variety at low cost All distributors who sponsor radio shows get kits of minute, 30- and 15-second commercials prepared by Morey, Humm 4 Johnstone. Richfield believes it's important to use same commer- cials everywhere to maintain high copy standards. Favorite radio shows: quickie news, sports. Firm encourages spon- sorship of local sports events to gain status of "friend" to community, get prestige. <>\ radio and t\ can he judged from these la< i- : 1. More and more distributors are taking advantage of the co-op pool. 2. Special football and baseball giveaway booklets are advertised onlj on radio and tv each season. Rich- field has offered these booklets for the past few years, estimates it gives awaj close to 300,000 a season through its dealers at point-of-sale only. "We think that's prettx indicative of suc- cess," sa\ s I'ollak. How does Richfield sell its distribu- tors on the idea of co-op advertising, in the first place? The company allocates a certain amount each year to it- co-op fund. based on total annual sales. It then breaks down the budget b\ regions, according to each distributor's gallon- age sales. After the breakdown is completed, Ri< hfield lets its distributors know ap- proximately how much money is in the pool for their respective areas. Then it's up to the distributor to make the next move. \\ hen a Richfield wholesaler noti- fies the comparn that he want- to sponsor a certain show, or announce- ment schedule, the firm generallv ap- proves the choice, provided the dis- tributor sta\s within his budget. It then sends the distributor a specially- prepared kit of radio commercials "i t\ slides, plus instructions. As far as the distributor's con- cerned, arranging for sponsorship i- a relativeh simple proposition, lb win : New- and -poiis -how- have a pro\ - en popularity with the market Rich- field wants to reach, male listener-. \\ ith few exceptions, therefore, dis- tributors choose these t\pe- of shows loi sponsorship in their own areas. Richfield encourages distributors to ask local -tation personnel for advice on best time -lot- |<> use and for help in solving other problems. There are few questions that can't be answered through consultation with -tation man- 38 SPONSOR dio-lv s costs 50-50 Here SLKVlGt Homes FIRST MDgOG£V-P(W&£& Service stations, distributors get information on ad plans, new prod- ucts from merchandising booklet, Richfield field reps (one of whom is shown visiting station above). Company officials also make frequent trips to meet new distributors (right). From left, H. G. Meyers, v. p.; B. N. Pollak, ad mgr.; F. H. Meeder, pres.; R. B. Machon. R. rear, J. R. Livingston, C., W. C. Thebaut; r. front, R. F. Glock, v. p. agement in the distributor's own city, says the company. After the distributor contracts and pays for an air schedule — generally, the show runs for 26 weeks — he sends Richfield a receipted bill with affidavit of performance and the company re- funds 50%. Where a tv show is con- cerned, more than one distributor may be involved. To spread the cost, two or more often team up to underwrite a single program series. In such cases, the company reimburses each man in relation to his share of the total. Richfield has found that local air sponsorship on a co-op basis gives it several important "pluses": • Distributor, company get prestige. There's great local interest in commu- nity sports events, such as Little League championships. Distributors usually grab the chance to sponsor such events, and community residents come to associate distributors — and the company — with such programing. In addition, the distributor gains a certain amount of prestige in his home town just because he sponsors any programing on a regular basis, says the companv. • Community regards big company as "friend." After a while, Richfield becomes a familiar name in the com- munity, gains status as a "friend" rather than an impersonal, multi-state operation. • Air media give co-op plan flexi- bility. When special local events come up at the last minute, distributors can contact the company, get approval and arrange all details for sponsorship within a day or two. • Radio can deliver message while driver's using product. Many radio news- and sportscasts are timed to hit the driver while he's going to and from work and listening to his car radio. This increases commercial im- pact. Speed, flexibility: Morey, Humm & Johnstone never loses sight of the need for speed and simplicity in preparing {Please turn to page 90) FIRM CUTS COST BY USINC NEWSPAPER CARTOON ARTWORK FOR TV SLIDES Announcer reads four-line poem while three cartoon slides are shown on screen, then goes into hard-sell message. Cartoons are good attention-catchers, make viewers more receptive to straight pitch. All cartoons stress extra power of new gaso- line. Other slides, simple props are used in rest of com- mercial to sell Richfield gas, oil and dealer checkup service ^ r J K. O. S 06L0W 29 NOVEMBER 1954 39 The Morning Shim, launched on CBS TV last March, was revamped in August. Jack Paar, others, are available to give commercials I'iiuI Dixon holds forth for an hour each weekday afternoon on Du Mont. Record-pan- tomime show sells in 10-minute segments Tonight is relaxed, late-night variety starring Steve Allen. Show made debut on NBC TV in September, offers advertisers adult audience Mwork I v participation shows: Iff! a buyer's guide :: you want to know more about those shows, hero are facts galore gj cm re an advertiser interested in network t\. Hut you haven't got a lot ol mone) foi a Fane) nighttime show and network t\ i- so tight \c>u can't find the kind "I -lot you want, anyway. Moreover, you're not reall) inter- ested m Btead) week-in and week-out exposure. ^ ou wanl more flexibility, foi occasional i>r last-minute use. I hen 5 ou remembei : W hal was it thai fellow from a t\ network was Baying about a morning wake-up pro- gram the <.tlicr daj / \\ asn'l he talk- ing aboul Rexibilit) and moderate COBt? Didn't he -a\ the Bhow Could be bought in a burr) and that even part of a network could be bought? ^ mi Bet aboul rounding u|> the fa< ts and here's what JTOU find: There are aboul half a dozen par- ticipation show- on the l\ network- to lit \ our need. I lie\ are not onl) 40 by Lila Lee Seaton wake-up programs — like NBC TVs To- day and CBS TV's Morning Shou — but are slotted in the afternoon and evening as well. They offer advertis- ers the opportunity to reach a na- tional audience, or selected segments ol such an audience, along with the Freedom to bu) one or as main par- progra ming ticipations as desired, when desired. and with no minimum contractual ob- ligation in other words, flexibility. I he) enable an advertiser to engage the selling and endorsement services ol a well-known -tar at a modest cost. Right now. NBC T\ offers four of the -how- Falling into tin- eategorx : Today, Home. Tonight and Pinky Lee. CHS l\ ha- the Morning Show, and Du Mont. Paul Dixon. The show-types run a gamut from comedy-variet) and news to homemak- ing and children's appeal, plus an off- beat disk jocke) -how which features record pantomimes I Paul Dixon). Since the show-types \ar\ bo widely. so do the audiences, and whether a sponsor wants to reach working men or housewives, children or a sophisti- cated adult audience, he can find a participating vehicle that will do the particular job. Today and The Morn- ing Slum reach an all-famil) audience, Home is aimed straight at the house- wife who i- interested in improving her home. Tonight is meant to tickle Stay-up-late adults. Pinky Lee is de- signed to attract pre-teenagers. The stars available to deliver a spon- SPONSOR sor's commercials on these shows are Dave Garroway on Today, Jack Paar and others in the variety cast of The Morning Show, Arlene Francis on Home, Steve Allen on Tonight, Pinky Lee and Paul Dixon. How much does it cost an advertis- er to get on these programs? If he wants national coverage and has some- thing over $4,000 in his pocket, he can buy a participating segment on The Morning Show or Tonight; $5,500 will get him on Today; $6,400 will open Home to him; $7,400 puts his message on Pinky Lee's stanza. These costs in- clude both gross time and program. On what basis does an advertiser buy these shows? If he invests in The Morning Show, he buys a five-minute segment with one-minute commercial Last-minute Christmas selling? You can order into any or all of the network participation shows practi- cally up to the day before Christ- mas. If you notify CBS TV by 4:00 p.m. of any weekday afternoon, you can have your commercial on "The Morning Show" the next morning. To get your holiday message on "Today," "Home" or "Tonight," you need give NBC TV only 72 hours notice (sometimes even less in an emergency). Flexibility is the keynote of these programs. time in each. There are five such seg- ments available each half-hour, 10 an hour. If a sponsor buys a schedule of segments, he generally does so on a fluctuating basis in lake advantage "I audience turnover: thai is, lii^ i -ape may appear one morning at 7:15 a.m.. the next at 8:00 a.m., and again at still another time. (CBS estimates that the average viewing time of this • how is I!! minutes.) On Today, Home and Tonight. \l>( '. TV sells one-minute participations, four per half-hour. These participa- tions are sold within designated half hours rather than at specific times, depending parti) mi what coverage a sponsor desires. (For instance, an ad- vertiser who cares to reach onl) East- ern U.S. can schedule his message in the 11:30 to 12 midnight portion of Tonight — which is telecast only in the East — and have no waste coverage.) (Please turn to page 100) IE RE ARE AVAILABLE NETWORK TV PARTICIPATION SHOWS tvtE OF SHOW, NET, DAY & TIME COST RATINC & COST-PER-1,000! CLIENTS AND AGENCIES RNINC SHOW CBS-TV M-F 7-9 am 5-min. segment, with 1- min. comm'l time: $1,800 to $4,140 for time & pro- gram (gross program cost per participation: $550) Nat'l Nielsen Tv Index. Average Rating (2 weeks ending 9 Oct. '54): 4.5. Cost-per-1.000 homes: $3.72 PARTIAL LISTING: Lady Esther, Blow: Crane Co., Burnett; Monsanto Chemical, Gardner; Polaroid Corp... Doyle, Dune. Bernbach; R. J. Reynolds, (Winston) Esty; Swift & Co., McCann-Erickson; Carter Prods., Bates; Florists' Telegraph Delivery, Grant Adv.: Int'l Harvester, Rurnett AUL DIXON DU MONT M-F 3-4 pm 10-min. segment : (program only) (No figures available, being re-vamped) FORMER ADVERTISERS: Show now Vitamin Corp., KFCC; River Brand Rice, Donahue & C.oe: Mfg. Co., Donahue & C.oe: M-G-M, Donahue <£- C.oe Scholl TODAY NBC-TV MF 7-9 am 1-min. partic: $2,200 to $5,500 for time & program (program cost per partic: $425 net. To go up to $525 on 1 Jan. '55) Nat'l Nielsen Tv Index, Average Rating (2 weeks ending 9 Oct. '54) : 5.2. Cost-per-1.000 homes, same period: $3.35 PARTIAL LISTING: Amer. Home Fds., Charles If . Hoyt: Armour & Co., John Shaw: Chevrolet, Campbell-Ewald; Dow Chemical, MacManus, John & Adams: Grove Labs, Gardner, Harry B. Cohen: Mennen Co., K&E; Musterole Co., Erwin, Wasey; Polaroid, BBDO: Roto Broil, Prod- uct Services: Royal Typewriter, Y&R: U. S. Tobacco, Kudner HOME NBC-TV ■F 11 am-12 noon 1-min. partic: $6,400 for time & program (program cost per partic: $2,082.50 net) Nat'l Nielsen Tv Index, Average Rating (2 weeks ending 9 Oct. '54) : 5.7. Cost-per-1,000 homes, same period: $4.75 PARTIAL LISTING: Cameo Curtains, Friend. Reiss: Cudahy Packing, Y&R; Curtis Publ., BBDO: H. J. Heinz, Maxon; James Lees, D'Arcy; Necchi Sewing, Cecil & Presbrey; Peerless Electric, Hicks & Griest : Speidel, SSCB: Sunbeam Corp., Perrin-Paus: Dow Chemical, MacManus, John & Adams TONIGHT NBC-TV •F 11:30 pm-1 am 1-min. partic: $4,400 for time & program (net pro- gram cost per participa- tion: $1,240) Nat'l Nielsen Tv Index, Average Rating (2 weeks ending 9 Oct. '54: 5.9. (No cost-per-1,000 avail- able due to incomplete lineup dur- ing the above period) PARTIAL LISTING: Helene Curtis, Earle Ludgin; Peerless Electric, Hides & Griest: Gen. Time Corp., BBDO: Polaroid Corp., Dm/c. Dane. Bernbarh: Dow Chemical, MacManus, John <<• Adams: Chevrolet, Campbell- Ewald; Cadillac, Campbell-Ewald; Curtis Publ., BBDO: Northam- Warren, /. 1/. Mathes UKY lee show NBC-TV M-F 5-5:30 pm 7%-min. partic with 1- min. comm'l: $7,400 for time & program (78 sta- tions) Nat'l Nielsen Tv Index, Average Rating (2 weeks ending 9 Oct. '54) : 12.0 Cost-per-1,000 homes, same period : $3.25 PAST AND CURRENT: Gen. Foods, Jell-O, Y&R; Int'l Shoe, D'Arcy; Whitehall, Koly- nos, /. F. Murray: Gen. Mills, Sugar Jets, ' figures are based on Nielsen's first October report. Tbe networks point out that these ratings (In not reflect the regular W expect the ratings to almost double by January. L-ason, which -:ing into ' -ember. 29 NOVEMBER 1954 41 Should film 'roughs' replace •I DCSS says, "Yes, if commercial depends • upon demonstration or acting" 0P ne ol tin most important pre-pro- ductioo steps in making ;i film com- mercial i- the Btoryboard. Most agen- . iea todaj use artist's storyboards with .1- man) .1- 30 drawn frames for a minute commercial. Yel agencymen find these detailed blue prints inade- quate .1- .1 basis of communications with clients and producers. The reasons: 1. Clients often have difficulty vis- ualizing the finished commercial from the flat drawings. The agenc) may have to do a lot of selling and ex- plaining («> help ;n! managers interpret the Btoryboard. Even then, the fin- ished film often turns out differently from die waj the client envisioned it. 2. Independent film producers' bids ma\ fall into a rather wide price range because of differences of interpreta- tion here too. Viu ma\ not know whither the producer is high priced or is assuming jrou ve called for elab- orate production. From time to time agencies have devised various techniques for iniprov- ing storyboards. Some admen, for ex- ample, project slides of the drawn frames on a screen or wall, to give more of a film feeling to the story- hoard. Now DCSS has come up with yet another solution to the storvhoard problem: the "living" Btoryboard. In other words, the agency shoot- a rough, low-cost film version of the commercial directly from the script, completely bypassing the drawn stors- board stage. Other agencies have used systems like this in the past, although gener- ally as an intermediary step between the artists Btoryboard and the finished commercial. That is, they've used the technique to get test footage rather than to serve as a blueprint for a fin- ished commercial. For example, if a commercial required a tricky effect (e.g. use of a new distribution lens) the agenc \ would shoot test footage Film "rough"'' cost $207, roughly the amount DCSS expected to spend for artist's storyboard. Cost was kept down because Albright (below I.) shot film hi.Tnelf, Dennis, tv copy v. p., wrote same script for film as drawn storyboard, Actress Fesette's fee was not subject to SAG, Ayers' services (r.) as soundman were included in camera rental, Pfeiffer (far r.) kept film editing and processing to minimum Script conference: Writers Supple, Loveaire (I. to r.) discuss Filming: Albright filmed Actress Fesette against plain backdrop, "living" storyboard with V.P. Dennis and Production Head Albright improved girl's handling of the product for filming of commercial Processing: Sound technician Ayres (I.), Albright edited film to include inserts, such as product closeups to fill frame for continuity Screening: Dennis, Albright (standing), test storyboard on DCSS's Ireland, Loveaire, Glenn (I. to r.) before going into production before going into actual production. The DCSS tv and radio department has taken the "living" storyboard one step further, using it as a substitute for the artist's storyboard. One advan- tage of the technique according to Rod Albright. DCSS supervisor of tv- radio production, is reduction of dif- ferences in interpretation. "The best way to get a client to vis- ualize his finished commercial." says Albright, "is to show him the action on film. We've found a way of pro- ducing such film storyboards for roughly the same price as an artists storyboard." The fir-t commercial for which DCSS produced a "living" storyboard was a film demonstration of Interna- tional Laytex Corp. s Plavtex Haircut- ter. This minute film storvboard cost some $200 — or, about the same amount DCSS expected to spend on a storyboard that was drawn. Here's how DCSS made the film rough of the Playtex Haircutter com- mercial : 1. Frank Dennis, v. p. in charge of tv and radio copy, gave Albright the commercial script. This script was no more nor less detailed than the usual script, which is given to storyboard artists. c o mercia Is 2. Albright then went to Kin-O- Lux Film Co., photographic labora- tories, and rented a 16 mm. sound camera at $20 an hour. This camera rental fee included the services of a soundman. Albright shot the film him- self, since he was mo:t familiar with the copy ideas and the story. 3. DCSS also rented a studio at $50 for one afternoon. I However, since film storyboards don't recpjire settings or fancy props, some agencies have done the shooting right in their own offices. I The talent fee for actors depends, of course, upon the arrangement be- tween the agency and the individual actors involved. Since the film story- board is not to be used on the air, these payments fall outside SAG reg- ulations. In the case of the Pla\tc\ Haircutter film. DCSS paid the actress, Doris Fesette. S35 because Albright took up her entire afternoon to shoot two one-minute films. The entire cost of the film stock was $25. There are 36 feet of film to 60 seconds of 16 mm. film. Albright shot about 500 feet at a cost of 5c [Please urn to page 29 NOVEMBER 1954 43 SLSL Pierce reaches the epicure market with radio news Boston show builds traffic for company stores, tests items for national sale 1 CNMtUS USHUT > ' Jk wan ■MM J^ Viif s.s.wnaco. . ~5 5? Firm tests pull of radio with special weekly price offers. Newscaster Charles Ashley inspects in-store merchandising display which ties in with show J[ he S. S. Pierce Co. is well known throughout the United States as an importer and wholesaler of foods for the epicure trade. Its 6,000 grocery and delicacj products range from Em- bassy Marrons Glace to Green Turtle Consomme. S. S. Pierce radio advertising isn't built on the usual women's-program- ing participations favored by grocery firms. To sell its food products S. S. Pierce bu\s 15-minute news three days a week over WEEI, Boston. The Boston company wants to reach a broad, though quality-conscious au- dience. Here are some of the results it- gotten with the Charles Ashley Sen s at 7:30 a.m.: • \n offer for an 80-page booklet plus a mysterious "surprise" i free) drew over 3.000 requests. • A special price deal on a four- pound tin of chicken brought 1,250 sales— or $2,025. • When strawberry jam was pro- moted on three shows, sales for the week went up 1,000 jars over the same period the previous year. Although Pierce has nationwide dis- tribution through specialty food stores and department stores as well as super markets and "associated" stores, it spends 2.V , of its total budget for a Boston-area radio show. It goes heavi- l\ into just one market rather than treading softh in man) because: 1. Boston is the Pierce firm's "coun- ts .-eat," the place where it made its reputation. The city accounts for a higher proportion of sales than any Pierce, national firm, spends 25% budget for WEEI, Boston show. Below, Sydney Zanditon, Pierce sis. mgr.; Eugene MacArthur, Cabot a e; Wallace Pierce, Pierce v. p. (I. to r.) other single area in the country. 2. In Boston and West Hartford Pierce products are sold directly through Pierce-owned retail stores. Often the firm wants to test a specific product before launching it national- ly. When it promotes the product on radio, it can check sales response im- mediately in its own stores. The S. S. Pierce Co. actually rep- resents four different operations rolled up into one. It's an importer and wholesale grocer carrying: ilia com- plete line of standard pantry items; (2) gourmet products: (3l male- appeal items like tobacco, wine, liquor; i 1 1 miscellaneous consumer goods — < osmetics, cand) . Over two years ago, Pierce execu- tives met with their agency, Harold Cabot & Co.. Boston, to reevaluate their ad program. Pierce knew it wanted to bu\ into radio. But it wasn't sure exactly what kind of show would be most effective. Out of this meeting came the de- cision to sponsor a news program Here's the leasoning behind the choice ill this show over more typically woman-appeal vehicles, such as a cook- ing program: Even in Pierce's line of basic food- stuffs, the emphasis is on quality. Natu- rally, prices tend to be slightb higher i Please turn to page 1 lfi » Rapid scanning of Tv Dictionary /Handbook affords working knowledge of tv's many facets sponsor's Tv Dictionary/Handbook is more than just a place to look up unfamiliar industry terms. Scanning of this reference work affords a working knowledge of the many facets of tv todaii- Compiler: Herb True, advertising asst. professor, Notre Dame {continued) STEP IT UP Increase the volume of the mikes or pace or tempo of a show, its action or its music. Note the dif- ference from pick it up or increase in tempo. STET A term borrowed from the printing trade which means "let it stand."' Used in tv to describe stand- ard opening and closing of a program which is the same each time the show is aired, such as "stet pattern." STICK A PIN IN IT Instruction for "The final camera rehearsal was per- fect; there will be no changes before the air show." STICK WAVER The musical director or orchestra leader. STILL ( 1 ) Photograph of a scene from a show or of the show's leading per- sonality or of some aspect of produc- tion. (2) Any still photograph or oth- er illustrative material that may be used in a telecast. STING or STINGER A sharp and em- phatic music accent or cue to empha- size the visual action. STOCK Unexposed negative or posi- tive film. STOCK SHOT A film clip, usually a standard sequence "out of stock" as contrasted with a film made expressly for the use at hand. Ordinary sub- jects from film libraries, such as "trop- ical seashore" or "busy street intersec- tion." STOP Size of the iris in tv camera lens, which is adjustable to admit more or less light. STOP MOTION Film taken by expos- ing one frame instead of a number of frames at a time. Object or objects are usually moved by hand a fraction of an inch for each exposure accord- ing to a predetermined pattern. STOP THE SHOW Applause or laugh- ter from a live or studio audience that's so prolonged that the planned tv events are obliged to halt momentarily. STORY, SCRIPT or SCENARIO EDITOR Manager of tv department responsible for finding, selecting and adapting stories suitable for use by the individ- ual sponsor, station, network. STORY BOARD A set of drawings used to show sequence of a tv idea, show, spot, film. Idea being to have one drawing for every change of action or scene, usually including both pictures and script. STRAIGHT READING Delivering or reading material or lines naturally, without undue emphasis or character- ization. STRAIGHT UP — timing. Tv show is on the nose STRETCH Instruction given to cast or crew to slow down pace of show to consume time. STRIKE or STRIKE IT To dismantle or take down set, props, etc. and to re- move them from the area. STRIPS Vertical light strips. STUDIO A room for the production of tv or radio shows, which in its con- struction embodies electrical accom- modations, acoustical elements, and is suitably equipped with lights, cameras, 29 NOVEMBER 1954 45 Iim i grid and one or more .. STUDIO or STAGE DIRECTIONS Al ins of the talent's right he is standing or seated camera. STUDIO COORDINATOR Station indi- vidual '■' mbines and directs all Ine ring effoits and work. STUDIO MOTHERS Mothers of juve- nile tv talent. Like stage mothers, only sometimes perhaps more so! STYLE To invite applause from live or studio audience with hand gesture, or holding up cards not seen on cam- era. SUB-TITLE Title inserted in a tv show or film to elucidate or advance the action or argument. SUPER-IMP, SUPER-IMPOSE or SUPER- IMPOSITION The overlapping of an image produced by one camera with the image from another camera. SUPER-SYNC A signal transmitted at the end of each scanning line of the tv picture which synchronizes the op- eration of the television receiver with that of the television transmitter. SUPPLEMENTARY STATION One not included in the network's basic group. SURFACE NOISE (1) Caused on a tv set by dirt on floor, props and furni- ture not being secure. (2) Noise caused by the needle passing in the groove of a transcription. SUSTAIN To keep it going, generally •isical term. SUSTAINING PROGRAM show. Unsponsored SWEEP (1) Curved pieces of tv scen- ery. < 2 > Method by which one Balop card replaces another by gradually ring top to bottom, bottom to top, or from side to side. SWELL Direction to sound or music to momentarily increase volume. SWITCH or CUT A change from one camera, lens or camera angle to an- oth( i SWITCHER A control room engii whose job it Is to .switch From one pic- ture to another on orders from the tcr or t chnical director, or in the technical director does the switchin himself. The switch- er also on occasion sets the bri 'In and contrast of the picture SWIVEL THd BOOM To move boom off i to one : ide or another. Used a it is not practical to dolly or truck. Term usually applied to Fear- less or Sanner Dolly. SYNC CI) Slang for synchronization of two or more stations to one wave 1 agth. (2) The simultaneous ending of several shows so that all elements of a station or network are ready to go with the next forthcoming show. i .i > When both the horizontal and ver- u ;1 scanning at the receiver are in step with the scanning at the pickup camera. <4> To adjust the sound track of a film to the picture in editing so that whenever the source of a repro- duced sound is shown visually on the screen, the time relationship between sound and picture appears natural. (5) To secure in projection the rela- tionship between the sound and pic- ture of a film or kine intended by its makers. <6i To maintain synchronic perfection between the scanning mo- tions of the electron beams and the camera tube and in the cathode ray tube in the receiver or monitor. SYNCHRONOUS MOTOR A type of al- ternating current electric motor in which the rotation of the armature is automatically locked to the frequency of the power supply, which in central generating stations is in turn deter- mined by a clock motion of a very high order of accuracy. For most practical purposes, including film drive, a syn- chronous motor insures constant speed. SYNC ROLL Vertical rolling of a pic- ture on transmitted signal usually on switch-over to remote pickup when circuits at studio and remote are not synchronized. SYNCHRONOUS SPEED The rate of film travel of synchronized sound and picture cameras, which must be identi- cal with the standard rate of projec- tion in order that recorded sounds should be reproduced at the right pitch and recorded actions at the right tempo. Synchronous speed for 35 mm film is 90 feet per minute, and for 16 mm film 36 feet per minute, the pic- ture repetition rate being 24 frames per second in both gauges. SYNDICATOR Seller, and in most cases, distributer, of a film program series to a group of markets. SYNOPSIS CI) First stage of tv com- mercial, program or story written in action sequences, but without full tech- nical data, directions for continuity or script. <2) A summary of a completed tv show prepared for publicity pur- poses. SYNTHETIC DISTORTION To impart by various techniques a seeming ir- regularity to lines and surfaces that are actually smooth and rectangular. T Ar. abbreviation for time when used in connection with the number of times, i.e., 1-T. TACHOMETER A speed-measuring de- vice. Tachometers are often fitted to cameras equipped with "wild" motors, so that the operator can assure him- self that the camera is running at the desired speed or take steps to cor- rect it. TAG LINE The final speech of a tv scene or play exploding the joke, or {Please turn to page 96) TV DICTIONARY SOON TO BE OUT IN BOOK FORM After the final installment <>l spon- sor's Tv Dictionary Handbook ap- peal- in the 13 December issue, the thousands <»i ke) industry terms it contain- will be reprinted in hook lot in. This hook will represent the most complete record ot television terminology today. It i- designed for your convenience a- a hand) reference work. Cost will be >_ .1 copy. You ma\ reserve your copy now h\ writing to Sponsor Services In.-.. 10 East 1(> St.. \eu York 17. 4S SPONSOR TV DICTIONARY'S COLOR LANGUAGE Special section of SPONSOR'S dictionary/handbook gives basic knowledge of color terms, production terminology COLOR It is in everything we see; it identifies form; it is everything from white to black inclusive — every hue, tone and value. It is a conscious sen- sation in terms of three major attri- butes: Brightness or Luminance A measure of the light intensity radiated or reflected from objects. Hue Indicates the fullness of a color family — its most intense value. It is the most characteristic attribute of color and determines whether the color is green or red or yellow. Saturation Is freedom from dilution with white or that element which dis- tinguishes strong colors from pale col- ors of the same hue; as red from pink. ACHROMATIC Colorless, lacking in hue and saturation. A group of colors which vary only in lightness or bright- ness. ACUITY Ability to distinguish sensory impressions clearly, especially when stimulation is low. AFTERIMAGE Prolongation or renew- al of a sensory experience after the ex- ternal stimulus has ceased to operate. ANALOGOUS COLORS Colors closely related to each other, next to each other on the color circle, such as blue, blue green, green. ATMOSPHERIC COLOR Effect produced by color which gives a feeling of airi- ness and space. A color such as sky blue is said to be atmospheric. BRIGHT A term applied to vivid, in- tense colors, such as orange or sun- flower yellow; opposed to dull or dark. BRIGHTNESS (1) The attribute of a film color or an illuminant color rang- ing from very dim to very bright. (2) Brightness or luminance: A measure of the light intensity radiated or re- flected from objects. CAST A perceptible tinge or inclina- tion of one color towards another, as in the color of sulphur, which is a pale yellow with a greenish "cast." CENTER OF INTEREST Some feature of particular interest in a painting or a display on which attention is focused, with all other details made subservient to it. Color values diminish in inten- sity away from the dominant center of attention. CHROMA, INTENSITY or PURITY These three terms are used to differentiate pure, intense colors from those that are grayed or neutralized. For instance, the color poppy red is of strong chro- ma, being a vivid or pure orange-red, whereas brick red is of weak chroma, as it is a neutral or grayish-red, lack- ing in intensity or purity of color. COLORIMETRY (1) Science which deals with the specification and measure- ment of color. It is based on Young's three-color theory that the sensation produced by any one color can be matched by a proper mixture of three fundamental colors called primaries. Colors are also distinguished in color- imetry by hue, brightness and satura- tion, the last quality referring to vivid- ness of hue. Colorimetry, making use of tristimulus values, gives quantitive meaning to these three variables, which can be represented by chroma- ticity diagrams. (2) A method of de- termining quantitatively the extent of chemical reactions by means of corre- sponding color changes in indicator dyes. Using a controlled light source and photocell unit, the changes in over-all transmission of solutions may be studied. Changes in specific wave lengths may also be ascertained by using selective filters. COLOR CIRCLE The closed finite sys- tem of hues including red, orange, yel- low, green, cyan, blue, purple and magenta which is characteristic of trichromatic vision. COLOR RESPONSE In photography, the relative magnitude of the photo-chem- ical reaction of an emulsion or system of emulsions to light of different wave lengths falling within the visible color spectrum. COLOR TRANSMISSION To produce electronically color images or signals which can be received on a color tele- vision set. COMPATIBLE The satisfactory recep- tion of black-and-white pictures from signals broadcast in color on mono- chrome receivers without alteration. Also aspect of compatibility relates to the satisfactory reception of regular black-and-white monochrome signals on color receivers without alteration. COMPLEMENTARY COLORS (1) The colors which result from subtracting in turn the three primary colors from the visible spectrum. Technically the three complementary colors are there- fore red or minus-green (magenta), blue or minus-red (blue-green or cyan) and minus-blue (yellow). (2) A pair of chromatic color stimuli which, when mixed additively, give rise to an achromatic color. Psy- chologically speaking there are four primary colors: red, yellow, green and blue. For the artist working with pigments there are three primary col- ors: red, yellow and blue. For the color photographer there are three al- so, but remember the artist gets his colors through mixing pigments and the photographer through mixing light. COOL COLORS Any hues in which blue predominates. The term "cool" is applied because of the association with water, ice, sky. DARK Low in value; opposed to light colors. Usually refers to shades to- ward black. DEEP A term applied to intense or strong colors with no apparent pres- ence of black, such as ultramarine blue. DIFFUSED LIGHT Scattered or dis- persed light of a somewhat even de- gree, such as that seen through a ground glass. DOMINANT COLOR An outstanding color: one that predominates; some- times called a key color. DOUBLE SPLIT-COMPLEMENTARY This harmony embraces four points of the color circle. The two neighboring col- ors to yellow (orange and yellow-green) may be combined with the two neigh- boring colors to violet (purple and blue- violet). DULL A term applied to colors that have a grayed or neutral quality, or to neutralized tints, such as dusty pink, dusty blue. ELEMENTARY COLORS Hues that seem to stand out as distinctive from other hues — red, yellow, blue and green. FIELD SEQUENTIAL SYSTEM The in- compatible color tv system originally approved in 1950 by the FCC and now replaced by the present compatible system. FILM COLOR Color seen as a soft, non-substantial, indefinitely localized and texture-free film. For example, the clear sky. FIXATIVE A thinned or diluted var- nish, which is usually applied to ren- derings in charcoal, crayons or pas- tels and sprayed on by means of an atomizer. The purpose is to prevent colors from rubbing off too easily. FOCAL POINT (See Center of Inter- est.) I Please turn to page 1 29 NOVEMBER 1954 47 Tv (lirtiiiiiiiry inspires cartoons Cameraman's imagination acids levity to SPONSOR'S technical tv terminology sponsor's t\ dictionarj shows the serious side <>f the televi- sion business. But recentlv t\ cameraman Budd\ Orrell at WFMY-TV, Greensboro, began thinking that the funn\ side of life at a tv station deserved some attention, too. He and Corner R. Lesch. pro- gram director, got to talk- ing one da) and the result was the cartoons on tlii- page. \Ian\ station people will recognize situations like the one depicted at the bottom of the I age .■■• lia\ tng true- to. life parallels. * * * pair of aces back to back and Monday througW on the CBS Two of the biggest drawing cards in show business are now back to back on CBS Radio five nights a week: THE BING CROSBY SHOW at 9:15 pm EST-fifteen minutes of songs and talk by a man with apparently no limitations whatever. Even with his feet on the desk, he can sing rings around just about everybody, and his interests (and guests) have the same wide range as his voice. Followed by: THE AMOS 'N' ANDY MUSIC HALL at 9:30 pm EST -prac- tically a full half-hour (there's the news at 9:55) with America's classic comedy team, now holding a musical court with their guests, in the Mystic Knights of the Sea Lodge— George"Kingfish"Stevens,proprietor. Together, these shows are exactly what people want from radio this time of the evening . . . something relaxed and informal, to keep them company whatever they're doing, wherever they happen to be. Out in the kitchen. Upstairs. In the living room, workshop, car. Scheduled back to back, Bing and Amos 'n' Andy build audiences for each other. And scheduled five nights a week, they accumulate audiences quickly. So these shows also fit in perfectly with what more and more advertisers want from radio: vast numbers of different people to talk to, at costs that make good sense. urn up every Friday night Radio Network in the SOUTH'S FIGURES fastest ffffl/nq market! POPULATION 1940 88,415 1953 197,000 RETAIL SALES 1940 . . . $ 20,251,000 1958 . $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 sec your sales reach their greatest heights in this rich pctro-chemical market, select \\ AIB-TV, the only TV sta- tion in Baton Rouge, with programs from all 4 networks, and our own highly-rated local show s Tom E. Gibbens Vice Pres. & Gen. Mgr. FACTS Adam J. Young, Jr., Inc. National Representative 'Ej'I Baton Rouge Pariih.Surt t) of Buying Pou.tr, 19)4 [Continued from page 11 i trifying, no pun intended. I believe that I mentioned last April when I goi m\ color set the wonderment expressed by all members of the family the first time they -aw a familiar food package in color. Recently, I had the opportunity ol seeing a Sunbeam appliance frying a couple of egg- in color. Add the audio description plus the sizzle to the golden cen- ters ol those commonplace objects and you have the \ers meaning of the much used advertising phrase — taste appeal. I defy anyone regardless of how recently he has gorged, not to lick his lips when looking at food copy well done on color tv. Shortly, thereafter I -aw the very same commercial in black-and-white on tv. What a difference! That's what's so very very smart about NBC's trick of demonstrating color television adjacent to black-and-white reception. Insidious but effective and factual! Imagine if all the spot tv you saw toda\ were in color— I.D.'s, chainbreaks as well as minutes. What added impact and -ales appeal we'd have at our disposal for a thousand products. Those who >a\\ the Oldsmobile commercials in color recentlv could only have marveled at the beauty of the car —a red convertible done live was Ear more -tunning than anything I've ever -cm in magazine: — more depth, realism and. of course, the camera moved, inside and around the car as did the people. Then came as dramatic a piece oi com- mercial film as I've seen. Not too brilliant a concept per- hapi — but what color did for the idea! \ series of Olds' in two tones of blue peeled off one at a time from a line -land- ing on the proving ground-. Max be there were 30 ol 'cm. all identical. What an effect! And here's something a- exciting as Space Funnies: al- mu-t as unbelievable, too. On October 22. Crosby Enter- prises look an off-the-air color tape of the Hob Crosb) -how colorcast. The cost came to the ridiculous figure of S28 and the whole job wa- done from a home color receiver. A- ! understand it. the quality of the Footage i- superb reproduc- ing perfectly the film a- well a- live portion- ol the show- and-commercials. Color print- arc expected to cost in the neighborhood of 88 per half hour -how. So. \nii see, it'- rather comforting to attend meeting- like those mentioned above and hear the subjeel veer toward l\'- hick of color. Tend- to make one feel -mug. \ bit itchy, too. • * • 52 SPONSOR L T. \. story board A column sponsored by one of the leading film producers in television S ARR A NEW YORK: 200 EAST 56TH STREET CHICAGO: 16 EAST ONTARIO STREET The dramatic contrast of black and white is employed with striking effect in this 20- second commercial by Sana lor Pond's new hand (ream. "Angel Skin." The visual- ization is simple and powerful, as a woman's graceful hands come in on a black back- ground and display, then apply the product. Accompanying narration tells how "Angel Skin" is medically suited to women's hands and actually heals chapped skin. Produced by Sana for Pond's Extract Co. through |. Walter Thompson Company. SARRA, Inc. New York: 200 East 56th Stud Chicago: 16 East Ontario Street Sarra uses imaginative, eye-catching animation throughout this lively series of 20- second commercials for Musselman's "Pennsylvania Dutch" Apple Sauce and Fruit Pie Fillings. A Pennsylvania Dutch family adds the homemade touch as it appetizingly illustrates the delicious use for the products. The narration tells that Musselman products are "wonderful good and your best buy." A delightful series by Sana for C. H. Musselman Co. through The Clements Company, Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street A new product gets a rousing sendoff in this new series by Sarra for Jane Wilson Pan Pac meat pies and meat products. Strong Package Identification and "How-to-Use" are the points stressed through the use of animation and live photographic techniques. Highlights are mouth watering shots of the product being served. The viewei is told that, "the new Pan Pac method keeps food fresher than fro/en. eliminates the need lor refrigeration. Just pop in a pre-heated oven and serve." Produced l>\ Sarra for Wilson and Co., Inc. through Needham, Louis & Brorbv. Inc. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street Sarra went to the Rocky Mountains to film the magnificent backgrounds lor this unusual and effective series for Coors Beer. As the product is popped in over shots ol clear mountain springs, die narration tells that Coors Beer is more refreshing and better because it's brewed with pure Rocky Mountain Spring water. Strong bottle and cap identification is emphasized throughout. An inspiring musical theme ac- companies the visualization in this highly creative series. Produced by Sarra for Adolph Coors Company through Rippey. Henderson, Kostka & Co. SARRA, Inc. New York: 200 East 56th Street Chicago: 16 East Ontario Street 29 NOVEMBER 1954 53 I. >«'!<• ttutiont on «ir CITY I STATE ATLANTA, Go. SPOKANE, Wash. CALL CHANNEL LETTERS NO ON-AIR DATE ERP (kw)' I Visual Antenna (It)-" NET AFFILIATION STNS. 'J N AIR SETS IN MARKETt '0001 PERMITEE 4 MANAGER WQXI-TV 36 KREM-TV 21 Nov. 4 Nov. 100 440 781 WAGA-TV 475 vhf WLWA WSB-TV Kobirt W Rounsaville Hubert W Rounsaville. pres. & gen. mgr. Paul B. Cram, chief eng. KHQ-TV KXLY-TV 83 vhf Louis Wasmer Louis Wasmer. pres. Robert Temple, gen. mgr. Ralph Meador. chief eng. REP Petry If. !%ew construction permits CITY A STATE BLUEFIELD, W. Va. LITTLE ROCK, Ark. PASCO, Wash. TOLEDO, Ohio WASHINGTON, D. C. WASHINGTON, N. C. CALL CHANNEL LETTERS NO DATE OF GRANT ONAIR TARGET ERP (kw)" Visual Antenna (ft)"* STATIONS ONAIR SETS IN MARKET' '000 1 i PERMITEE & MANAGER WHIS-TV 11 29 Oct. 3 Nov. 50 1,225 None NFA 316 1,736 KARK-TV 77 vhf KATV KPKR-TV 19 WTOH-TV 79 WGMS-TV 20 WRRF-TV 7 3 Nov. 20 Oct. 21 Oct. 27 Oct. 10 910 None NFA 166 188 251 420 WSPD-TV 297 vhf 520 WMAL-TV 636 vhf WRC-TV WTOP-TV WTTG 480 None NFA Daily Telegraph Printing Co Jim H Shott. vp P. T. Flanagan, gen. mgr. Arkansas Television Co. August Engel. pres. Henry B. Clay. exec. v. p. B. G. Robertson, sec. W. H. Bronson. chmn. bd. IKTHS. Hot Springs. Ark., owns 42°o: Ar- kansas "Democrat" owns 32%: Nat'l Equi- ty Lite Ins owns l6"o) Cascade Bcstg. Co A. W. Talbot, pres. Thomas C. Bostic. v. p. Frank E. Mitchell, v. p. Woodward Bcstg. Co Max Osnos. pres. 6. treas. Jacob Kellman. v. p. & sec. Washington Metropolitan Television Corp. Morris Rodman, pres. M Robert Rogers, v p.- gen mgr. Irwin Gieger. v. p. North Carolina Tv Inc. W. R. Roterson. pres. H. W. Anderson, v. p. William S. Page. sec. RAOl REP Good M Iff. Ye u- applications CITY & STATE FAIRBANKS, Alaska MAYAGUEZ, P. R. NEW BERN, N. C. RAPID CITY, S. D. TUPELO, Miss. CHANNEL NO. DATE FILED ERP (kw)' Visual Antenna (ft)"' ESTIMATED E| It' "yWf? TV STATIONS COST OP EXPENSE IN MARKET APPLICANT AM I AFFILIA"! 11 22 Oct. 21 Oct 3 kw. — 51- 15 kw. 505 ft. 13 22 Oct. 101 kw. 466 ft. 3 20 Oct. Wx kw. 230 ft. 9 27 Oct. 27 kw. 372 ft. 5133,824 $135,000 KFIF! $20,000' $120,000 None $248,496 $105,000 None $74,816 $150,000 None $143,753 $91,992 None Northern Tv Inc. A. G. Hiebert. pres. J. M Walden. vp B. J. Gottstein. treas. Supreme Bcstg. Co. Chester Owens, pres. George Mayoral, v. p. Robert Jefters. sec. Nathan Frank (Frank owns WHNC. Henderson. N. C.) Black Hills Best Co. Helen Duhamel. pres. Peter Duhamel. v. p. Tupelo Citizens Tv Co. treas. Frank Spain, mgr. Joseph Petit, chief eng KOTA BOX SCORE I . S station i on air, Honolulu and tlaska \<„. :»i \tarkets covered nrl 112 2 19 Post-freeze c.p.'s granted tex- • lulling 34 educational grants; VW '54) - "n air Ti homes in l.S. <1 Sept. 54) __ 31. 274.0001 .177 ' VS. homes with tv sets (1 :tOI Sept. "54) ««"„: •Both new cp.'l arul nations loin* "ii the air listed here are those which orcurre.1 between ■ coruldered to be on the air rrrlal ^petition start. "I ffectlva n.lntc.l pnwur .\uril r.puer muilljr Is mt -half UM rletjej posrat •••Antenna height above average terrain (not above ground), t Information on the number of lets In market* where not designated at being earrh, ronsltti nf estimates from the ttatlotu or reps and mutt be deemed approxi- mate Sluts from NBC Retearrh and Planning rercentafea based on homes with tell and ' entatlte of a radio station which Is (ranted a c.p. also represents the new tx operation. Since at preatlj it b) generally too early to ronflrm tv represereiallvet of most grantees. SPONSOR Hants' reps of the radio itatlons In this column (when a radio station has been given the tv fr" M \ No figures available at presstlme on seta In mui 'This number Include! grants to permltees who have since surrendered their c.p.'s or h„l thi \ ■ on air. «Moat <>f the equipment alreadv on hind "fine Bluff. Ark "Will operate I K1MA TV 54 SPONSOR •\ * C. G. Nopper, Chief Engineer, WMAR-TV (the Sun Paper*s station in Baltimore), discussing the new RCA 3-Vidicon Color-TV Film Camera with A. R. Hopkins, Manager of RCA Broadcast Equipment Marketing. A. R. Hopkins, RCA, and C. G. Nopper, WMAR-TV, inspecting control panel of the new "3-V" Color Film Camera— first one deliv- ered from units now in production. This 3-Vidicon Color-TV Film Camera han- dles 16mm, 35mm color film and slides. • Multiplexing is automatic — interlocked with projector controls • High Signal-to-Noise Ratio on color and mono- chrome—even with unusually dense film • Excellent resolution and gamma • Adequate reserve of light for dense film • Color Fidelity as good as Image Orthicon • Uses conventional TV projector, the RCA TP-6BC 40 TV stations scheduled to receive "3-V" Color Film and Slide Camera equipments within 90 days Within a few weeks 40 TV sta- tions will be able to meet the de- mand for color film and slide programs. RCA is now producing and shipping in quantity the fin- est color TV film-and-slide cam- era ever designed — the "3-V." Now stations can supplement their color network shows with color motion picture film and slides. And they can do it the easy way— and at relatively low cost! For information on the RCA 3-V — the Color-TV Film and Slide Camera that excels all other approaches to color film repro- duction — see your RCA Broad- cast Sales Representative. In Canada, write RCA Victor, Ltd., Montreal. RCA Pioneered and Developed Compatible Color Television RADIO CORPORATION of AMERICA ENGINEERING PRODUCTS DIVISION CAMDEN. N.J. . Maude. Homer's housekeeper. Knows all the local gossip. She's quick with a wisecrack and argues with Homer like an opposing attorney. This is Homer's niece Casey (Cassandra, for long). She's 15, quite a tomboy . . . but in the process of discovering she's very much a woman. w human interest comedy for syndicated TV! His Honor, 4Iomer Bell // starring Gene Lockhart A happy, heart-warming show with the broadest audience appeal ever offered for local sponsorship. Each of the 39 filmed episodes is a light-hearted portrayal of goings-on in a typical American household. It's refreshing entertainment the whole family will enjoy! NBC FILM DIVISION SERVING ALL SPONSORS .. .SE RV I NG ALL STATIONS NBC FILM DIVISION — 30 Rockefeller Plaza, New York 20, N. Y. • Merchandise Mart, Chicago, Illinois Sunset & Vine Sts., Hollywood, Calif. • In Canada: RCA Victor, 225 Mutual St., Toronto; 1S51 Bishop St., Montreal . n .1 ill WIllA L & 1 A ° Mm 11 M) Dip if tlf S| Chart covers half-hour syndicated film pre Kank PHI' aew rank I 2 2 :t :t I f f Top 70 shows in 10 or more marketi Period 8 14 October 1954 TITLE. SYNOICATOR. PRODUCER SHOW TYPE I Led Three Uvea, Ziv |D) Budge 711, nbc Film (D) II r. District Attorney. Ziv (A) fill/ Det active. MCA. Revue Prod (D) Uberace, Guild Films (Mu.) Superman, Flamingo, R. Maxwell (K) u in 10 Rink ■av Put' rank 1 I •> :t •> u u 7 u it i 10 l tin I, Queen, Tpa (m) Favorite .Slory. Ziv (D) Kil (arson. MCA. Revue P-od |W) Wuterlront, UTP, Roland Reed (A) Avenge rating 21.0 jo. r, nt.it I it. '2 I7.H I1i.fi Ifi.l Hi. I 15.9 1.7.7 7-STATION MARKETS N.Y. LA. 6 6 14.6 km 8.8 79.8 km 5.7 9.7 U.lli. ". 4.3 7.4 K i . I g . knxl 5.2 7.7 k< Op 77.2 77.4 k ! t V 8 DOpm 7 00pm 3.9 kcop 5.3 7.9 g 30| km 8 DOpm 70.7 7.8 iM'ii tl k alt. t\ 6 0 3.7 77.6 rab ! 30pm km 5-STA- TI0N MAR- KETS S. Fran. 4. STATION MARKETS Boston Chi. Detroit Mplt. Seattle Wain. 79.3 Knm>ti 30.5 kpll 76.3 KTOn-tl 76.3 23.5 kl.)\ 0 10pm 75.3 8 30pm 5.8 73.3 : DOpm 78.8 kn'ii tt i DOpm 77 8 77.8 72.7 ktnt-ti i" 00pm 73.3 78.7 76.5 24.3 22.5 77.4 : DOpm : DOpm 27.3 77.4 73.5 24.0 22.3 70.4 wnae-tv tvbkb r 30pm klnK-tv ipm in :00pm 76.0 20.5 79.8 S OOptD in 15pm 77.5 74.5 7.8 73 5 78.5 4 9 hbii-Iv :• 30pm n ti 11 :(HI|,in 76.8 4.3 9.8 16.8 4.8 19.3 «\i/ n «i n m I .. D0| ■ - 00pm ,0.3 ' mb-ti 11 impm 20.5 5.8 77.5 75.5 wlcn-ti k ■ li pm in :30pm 75.8 73.7 77.3 76.8 wnae-tv wlilmi uil.k iv klllg-tv 0:30pra 75.8 9.0 k«U>-ti kini iv in ISpm l Ipm 7.9 8 30pm 74.5 9.9 7 DOpm - 77.0 22.8 ■ 8.8 4.2 WHS 4.3 9.0 klnf-tt 7 nopm v I D) drama; (M Fllmi lUled are iynil|i*alr«l. half hour re market* The averase ratlni If an unweighted ararata '•( IndlTldual mark.i ratlnci listed above Wank ipare Indl- irkel K-M ii. ■ i , , Wi.ti. i fairly Itabll from "tie month lo another In the marketi In xhlrb they are (hown. till I murri |M in undleatad ■ham. Thli should be borne In mind when attaint trends from one moDth to another In this chart. "Refers to last month1! chart. If bl uai not rated »t All In toll chart or waa In other titan top 10. Classification — ally made for tv STATION MARKETS nbus Mlwkce. Phila. St. L. '.8 Opm 73.2 wcau-tv 7 :O0|iin f.8 70.3 74.3 29.3 - E ui in l\ i|im 7 nn, in. WCBU-tV 7:00pm ksd-tv 9 :30pm 2-STATION MARKETS Birm. Charlotte Dayton New. Or. 79.8 48.0 23.5 37.8 wabt wbtv whlo-tv wdsu-tv 9:30pm 9:30pm 9:00pm 9:30pm i.S 22.3 10.0 23.8 w-c utmj-tv 10pm 10:30pm wptz tO :30pm ksd tv 10:00pm 5.0 25.0 wfil-tv 7 :00pm ksd-tv 9:45pm 9.3 37.8 9.5 27.8 • i\ wtmj-tv iipni s :00pm wptz 11:00pm ksd-tv 10:00pm 1.0 18. S 7.2 79.3 26.8 45.5 76.5 wbrc-tv 9 :30pm wblv 10:00pm vvhv-d 7 :00pm 29.0 48.3 79.5 27.8 UlllT-tV 0 :80pm ul.H 8 :00pm wlw-d 10:30pm wdsu-tv 10:30pm 74.8 50.5 77.3 40.3 wabt 9 :30pm wbtv 8 :00pm wlw-d SJIIIpin UilMI t\ 1 pm 37.3 20.5 46.5 wabt 9 :00pm whio-tv 7 :30pm Uil-.il !\ '.< ::iipm wtmj-tv 4:00pm wcau-tv 7:00pm ksd-tv 6 :00pm 78.3 wtmj-tv 10:30pm 76.3 kwk-tv 9:00pm 25.0 ksd-tv 9:30pm 3.5 26.5 9.2 27.8 us-tv wtmj-tv wptz ksd-tv nipm :.:ini|mi 6:00pm 5:00pm 78.0 34.5 70.5 24.3 :00pm wbtv 5:30pm wlw-d 6 :00pm Wdsu-tv 5:00pm 44.0 wdsu-tv 9 :30pm 7.8 70.8 72.0 is-tv wean-tv wcau-tv )0pra 7:00pm 6:30pm 46.5 72.3 45.5 wbtv 9:30pm wlw-d 7:00pm wdsu-tv 9 :30pm 74.8 75.8 wabt B :00pm wlw-d 6:00pm 74.8 wbrc-tv 10:00pm 25.3 33.5 whio-tv 7 :00pm 25.3 ksd-tv 9:30pm 22.8 kwk-tv 10:00pm 33.3 wdsu-tv 5:30pm 7.0 tvn ■ Hi. in 2.0 ns-tv 15pm 78.0 ksd-tv 5:30pm 70.3 wcan-tv 10 :15pm 38.5 wdsu -tv 10:00pm 72.8 27.0 kwk-tv wbrc-tv 3:30pm 10:00pm 78.0 6.9 wptz 7:00pm 37.5 wdsu-tv 1 in 25.0 wdsu-tv 4:30pm in market is Pulse's own. Pulse determines number by measur- i stations are actually received by homes in the metropolitan igiven market even though station itself may be outside metro- a of the maiket. S • W 1 Not sour, indeed! As the story goes, the grapes were claimed unfit because of fox's inability to reach them. But, in the booming 39-county Mountain West market served by KSL-TV, not many customers are unobtainable. KSL-TV's mountain-top transmitter and top ratings foil that fable. For example, Monday through Friday / afternoons, KSL-TV wins 17 of 24 quarter hours. : To reach and harvest a greater sales potential, buy KSL-TV SALT LAKE CITY REPRESENTED BY CBS-TY SPOT SALES I.ARB ZIV ••$00(18 XTR AVAG ANZ A ! %j / REVUES NORTH CAROLINA'S Rich, Growing "GOLDEN TRIANGLE" New development* on SPONSOR stories with WSJS TELEVISION CHANNEL 12 *A 24 COUNTY MARKET WITH A POPULATION OF 1,303,700 (Sales Management 1954 Survey of Buying Power) NOW SHOWINGI-AU NBC COLOR SHOWS Interconnected Television Affiliate National Representative: The Headley-Reed Company Issue: Subject: Researchera show t\ up* *port> atten- dance 21 Ma> 1931. page 30 Effect of television coverage ol ■ports events on stadium l>o\ office Television coverage ol sports events tends to increase over-all interest in sports and attrad biggei spectatoi crowds who want to see sports "live." Thai s the essence of two surveys made b) two different research organizations in two widel) separated areas. The lii-t surve) was made jointlj 1>\ K\l'l\. Omaha, and the Omaha Cardinals at a combination baseball exhibition and regularly scheduled Western League game between Omaha and Sioux Citj on 2 September. In each section of the stands respondents were -elected at random. On the basis of 596 personal interviews, the research firm making the sur\e\ Edward 0. Uood) \ Co. of St. Louis found the folio wng: • During 1954, 78.2' \ of the respondent* had attended one or more baseball games (and 13'. had attended -i\ or more games). • On the other hand. 83.995 had seen one or more games over television this year i 17', saw sis or more on t\ I. • When asked. "Would you rather see the game in person at the hall park or watch it over tv?" 87.1'/ said they'd rather see it in person; 8.1 f/< said "over tv," and 1.89? had no preference. \n.*wers to another question disclosed that 90.155 of the respon- dent* had a tv set in their home-. One of the most interesting questions sought to find out whether tv has increased interest in baseball. Here are the results: Has your interest in baseball increased or decreased within the last five years? Entire sample Games attended this year . 7 or more None Interest has: 596 (100.07c) 466 000.0%) 130 (100.0^) Increased 67.6% 70.4% ~.:.:r; Decreased 1.1 3.0 9.2 Remained about same 26.8 26.6 27.7 Entirely disinterested 1.2 5.4 62 Said the Doody research firm: "In the case of both radio and television, persons who listen and view baseball attend the Cardinal games in greater proportion than those who do not. Almost nine out of 10 fans in attendance listen to play-by-play baseball o\er the radio. A similarly high percentage have viewed at least one tele- vised game thi* season . . ." The second baseball survey was conducted in television homes in the New York Metropolitan area during September b\ \d\ertest Research. Advertest interviewed 759 adult men and women, found: "Sports programs on television attract a large percentage of fe- males to swell total popularity of sports as a major tv program feature. Vhoul one out of two women viewers credited t\ with increasing their interest in sports. Advertest report*. "SimilarK .' \d\eitc-t found, "television has had almost equal influence on male interest in sports." While the l)ood\ survej made in Omaha considered onlj b ball, the Vdvertest stud] covered 10 major sport-. Of these, baseball attracts ''0' , of the male audience and 7U' , of the female audience making it the most popular televised sport Boxing was second among men while college football was second among women, \dver- tesl found that K>' , or more of the male t\ viewers and 17', of the female- attended one or more game- in person. * • • SPONSOR i WSM ADVERTISERS KNOW A GOOD THING WHEN THEY SEE IT! Frequent and sudden shifts of media and methods of selling are commonplace in the advertising business. An advertising campaign must produce results or be supplanted by a different approach. Thus, we point to the fact that advertisers such as these have continued their same WSM live talent programs year after successful year. This is notable recognition of proven selling power, pointing the way to increased sales for your product in the rich Central South Market. MARTHA WHITE MILLS, INC. W Consecutive Years R. J. REYNOLDS 15 Consecutive Years TENNESSEE COAL & IRON 10 Consecutive Years CARTERS CHICKS 18 Consecutive Years ^^ ^fjy WARREN PAINT 10 Consecutive Years COLA RC COLA NEHI CORPORATION 1 *% Consecutive IV Years Jefferson island S&*1< '^oJT^ JEFFERSON ISLAND SALT AMERICAN TEA & COFFEE CO. OBRYAN BROS. DUCKHEAD WORK CLOTHES FLEMING'S WALLRITE 6 Consecutive Years 10 Consecutive Years 5 Consecutive Years li Consecutive Years IJL13E COLUMBIANA SEED COMPANY DR. LEGEAR STUDEBAKER 6 Consecutive Years 1 *% Consecutive 111 Years 15 Consecutive Years WSM Nashville Clear Channel 50,000 Watts 29 NOVEMBER 1954 63 HOUSING SITES WCPO-TV. < in. innati PROGRAM: Announcements) l.D.'a TV results HOMES SPONSOR: Veterans Loan & Realt\ Co. AGEN< Y: Direct I APSl II CAS] HISTORY: /„ order to push the sale of homes in a new development, the Veterans Loan & Realty Co. placed a schedule of announcements on WJBF- I I Homes sold for $6,500. In a one-day campaign of five announcements 53 houses were sold. By the end of the uerl, all 85 homes in the subdivision were sold. Com- pany grossed sales of $552,500 from an expenditure of $192.50. / eterans Loan & Realty reports it is amazed at the impart television had on its sales. W IB! TV, Augusts, G : I'Ki (GR \ M : Announcements AUTOMOBILES SPONSOR I ..\ Motoi • AGENt > : i > ' ^PS! II CAS1 HISTORY: \s ,„, initial experiment with television, tin- (.o\ Motor Co., Tulsa. I, ought the set ond quartet of a national league pro football game, gular Sunday afternoon feature on KCEB. During the program < on l/<i announcements were $85; un IDs. $29.75. DEPT. STORE SPONSOR: Hudson Brothers < APSl I I < \-K HISTORY AGENCY: Dire With sales mounting i each month television appears to be the cheapest advei tising Hudson Brothels has ever used. Hudson's spend $1,200 a month for a (> p.m. newscast five days a m ovei Kll.\. Sales attributed to tv are now averc $15,000 a month and Hudson's expects them to doubl by Christmas. 'J he set and week store was on the air woman came from 70 miles away and bought a hundrtt dollars north of merchandise: the next week she cam and spent another hundred. It ith sales like this Hudson' /eels television is doing a job for them. KTEN, \.U o.Uj. PROCK AM: 6 P.M. New DAIRY SPONSOR: i i.ii Meadow Dairies AGENCY: Bat/. ll<.«lg*>r Neuuhoac i APSl IK ( ASE HISTORY: Aiming at a young audi ence Green Meadow Dairies bought a late-afternooi Western film on WROM. The show. Wrangler?' Clul consists of one Western movie a week shown in 15 inin ute segments across-the-board. Green Meadows sponsor two segments a week. By the third week on televisi the sponsor reported 230 neu route customers. B< of customer response, Green Meadows intends to keef sponsoring show as main sales vehicle. Cost per segt is $45. WHOM. Rmmi. . Ga. PKOCRAM: Grander-" I COLORING SETS SPONSOR: /American Pencil C AGEN( 't D"\le Dan Bernba< CAPS! IK ( ASE HISTORY : Children are great copy cats Tver since 4 October when Herb Sheldon started fillin: in and coloring a picture a week on his early mornin. show sales have tripled for the American Pencil Co I enus Paradise set is also promoted in stores with pic lures of Herb Sheldon. The show is geared to both chit dren and mothers by teaming Herb Sheldon with Jo ine McCarthy, who has a home-cooking segment. Spo buys participations on four shows a week, cost is $850. \\K( A-TV, New York PROGRAM: Herb Sheldo ^iih Josephine MrCarth CEREALS SPONSOR: Carnation Co AGENCY: Erwin, Wa» I APSl II I ASE HISTORY: During the slow summe. months the Carnation Co. purchased three participation a week on Bar 27 Corral to sell Alber's Oats and Carna tion Corn Flakes. After only a short time corn flake sale increased 365^ and OOt sales rose 3.V , . KPTI reports "The advertiser and the local salesman are so enthusUU tic over the results of their television advertising tha they have become great boosters of television." Carna tion schedules personal appearances for Heck Harper star of the show, in grocery stores and uses point-of-sale merchandising. Cost per participation is $65. MM\. Portland, Ore. PROGRAM: Bai 27 < orra The direction— of any film is a complex procedure where experience plays an im- portant part in obtaining the desired effects. And .so it is in the film processing laboratory. At Precision, expert guidance through each phase of, the processing operation assures producers, cameramen and directors the finest possible results. All of which leads to another form of direction: West of 5th Avenue on 4.6th Street in New York to Precision. That's the right direction for you wherever you are and whatever your film processing problem. ,^3 In everything there is cfhe best...infttmtyrod§ssmg, it*s Precision, 5THAvi? PRE ION F I L M \ - LABORATORIES, I N C 2 1 WEST4-6TH STREET NEW Y O R K 3 © , N . Y . \\ \\ It A division of J. A. Maurer, Inc. 29 NOVEMBER 1954 65 : •„■*-■ "It takes the right station in the right market to produce the right sales results. That's why we have advertised ,with confidence over WNHC-TV for the past five years. The results prove that our confidence was well placed." MILDRED FULTON Time Buyer BI0W COMPANY K . $6 BILLION PLUS IN BUYING POWER . . . ► 702,032 SETS IN THE AREA . . . • 6 STATE COVERAGE V BIGGER THAN EVER 316,000 Watts And the rates are still the same. Ask your KATZ man CONNECTICUT'S C h a n n e 8 agency profile Thomas IIMrci/ Brophy Chairman of the Board Kenyon & Eclthardt, New York Thomas D'Arc) Brophy, K&E's chairman of the board, began in In' interested in radio as a result of a car accident in L933. "While I was in the hospital. I listened all da) long and rated each show according to the commercial appeal I thought it hail. he told sponsor. "I found out that nn judgment was infallible: I was alwa) - w rong." But when he came back to K&E after a two-year hospital :-i' Brophy was familiar with ever} network soap opera and varietv show on the air. \\ hen t\ became commercial, Brophv studied the new medium intensively. He used this knowledge to formulate some air media advertising philosophies which K&E now applies. "Tv is the ideal medium for personalizing a corporation. More businessmen will take advantage of it some da) to present their policies to the public." In line with the idea of "personalizing business," Bill Mennen Jr.. executive v.p. of the Mennen Co. (through K&E), i> now ap] ing on tv programs amound the country, talking about business and current events. In another instance. K&E stars the president of a com- pan) in the firm's commercials — Mrs. Kudkin of Pepperidge Farm. "It's product selling, not gratitude for fr« entertainment that gets Listeners or viewers to bu) a sponsor- wares. That's one of the reasons why the magazine concept of selling t\ time i- not onl) sound hut inevitable a- t\ costs continue rising." Toda) K&E spends some IV, of more than $50 million 1954 billings in air media. Among -how- thai K&E < lients sponsor on tv are: Ed Sullivan's Toast of the Town, CBS TV, Sundays 8:00- 9:00 p.m. for the Lincoln-Mercui*) Dealer- and 13 full sponsorships of NBC TV's Producer's Showcase, Mondays 8:00-9:30 p.m.. for the Ford Motor Co. and RCA; Caesar's Hour NBC T\ for H( \: Rin Tin Tin \l!( I T\ Eor Nabisco; half of Hit Parade for HudnuL Bropln - "hobby" is a continuous schedule of civic work. \- presidenl of the American Heritage Foundation, he was largel) re- sponsible lor the Freedom Train. \- member anil director of civ ie and professional organizations, he i- often invited to make speeches. '"Dad le-t- hi- speeches on Mother and me first."' Joan. Brophv- younger daughter, told sponsor. \ Sweet Briai graduate of 1954, -be- now nn tin- editoiial -t.itf ot (Hum out magazine. * * * 66 SPONSOR The Red River Valley's rich black top soil is 16 deep! WDAY FARGO, N. D. NBC • 5000 WATTS • 970 KILOCYCLES FREE & PETERS, INC. Exclusive National Representatives HERE'S a story you ought to know about the Red River Valley — a story that explains why peo- ple here are among the Nation's top buyers! Don't take our word for it. Here's what the Encyclopedia Britannica says: "This valley (the Red River Valley) was once the bed of a great glacial lake. Its floor is covered by the rich, silty lake deposits, coloured black by decayed vegetation, which makes it one of the most fertile tracts of the continent. Being free from rocks, trees and hills, its wide areas were quickly brougbt under cultivation by the pioneer, and the valley has continued to be one of the most famous grain-producing regions of the United States." But the Britannica fails to add that grain accounts for only 30% of the Valley's farm income — and that hogs, lambs, dairy products, beef cattle and other crops account for the other 70%. Fargo is on the banks of the Red River, the center of the old Valley. Our deep, deep top-soil makes deep, deep pocketbooks. The twenty-six counties in the Fargo Trading Area have a population of 483,700 people. The average per-family sales of these people is $4164, annually, as against $3584 for the rest of the nation. The average farm in this area produces a gross income of $9518 as compared with the average national farm income of $6687. You avaricious advertisers grasped the situation a long time ago, and started pouring money into Red River Valley media. And you poured it right! HERE'S a story you ought to know about how and why you advertisers choose WDAY al- most unanimously (and now WDAY-TV, too)! From its very first day, in 1928, WDAY set out to run the goldernedest radio station in America. Out in the farms and hamlets where the Pierce-Arrows, Cadillacs and Studebakers often got mired down in the winter barnyards, people began at once to listen to WDAY. Also in the prosperous towns. Also in roaring Fargo itself. Years later, other stations, and all the networks, came into the area — but WDAY was miles and miles ahead and still is. Year in and year out, WDAY racks up some of the most amazing mail-order stories you ever heard of! . . Fan mail pours into WDAY at the rate of 400 letters a day, including Sundays and holidays! . . More than 10,000 families have taken paid sub- scriptions to "Mike Notes", WDAY's monthly newspaper. Let your Free & Peters Colonels give you the whole WDAY story. It's really something! I nrhi 'Cantor Theatre1 spon /i\ relevision Programs Eddie Can- tin Theatre, probabl) the most expen- sive syndicated film show to date, l;»A ^v X J <*»^^»^BiW ^k\W ^v ^k Pr 4 ' •fSH n 1 • *H Ifl 3__^^Qflr JfMu ..*-' ^^JH J Highly priced Cantor comedy wins acceptance Some ol the earliest sponsors bought the shon in multiple markets: Drewry's sort sigm'tl for 75 markets Ltd. signed for 1 1 Midwestern markets, including Chicago; San Francisco Brewing Co. bought ii in 12 markets; Blatz Beer will sponsor it in seven \\ is- consin markets. Ziv's salesmen are using a unique presenation in pitching the half-hour -how to prospects a four-coloi -piral- bound presentation measuring ahnosl a foot and a half high by three feet wide. Presentation explains tin- show, cites facts like "Cantor's average Niel- sen rating on the network: 40." It points out that the show will feature coined) stories two out of three weeks with Cantor as host; ever) third week a musical revue starring Cantor. Pres- entation also gives prospect a glimpse of the merchandising and promotion he gets from Ziv. M'.VBH' gets hiah-hrotc sponsors: diamond. v, yuvhts, furs \ew York's \\\l.\\ has long been noted for its list ol sponsors selling mass-consumer items — toothpaste, for example. But listeners were surprised to hear commercials last week for things ...Ming from $22,000 to $49,- 000 each. The items being advertised are dia mond-studded jewelry, mink coats and yachts. The sponsors offering these wares are Van Cleel & \rpels. well- known jewelry emporium; Gunther laeckel, exclusive w sn's clothier; Chris-Craft motoi yachts. Jerrv Marshall. who conducts WN1 W's Make Believe Ballroom, ad- vertises the luxurj articles on bis show. bid also iii person. I oi Listeners are im ited to w i lie Marshal] foi more in- formation il they're contemplating pun hase of, say, the $49,000 5 (.fool < In is-( raft, \l.ii mall then personally assists in < losing the '" \i first sight, selling of furs, ya hi • and jewels b) a disk- j a kej maj seem ridii ulous," l!i< haul I). Bu< kley, own- er-inanagei ol W M \\ . said. "But you don't nave to sell a lol of diamond necklaces, Labrador mink- or cruisers to satisf) a sponsor. We're betting that among the millions who listen there is a group infinitesimal in num- bers, but tremendous in influence, who will make this sort of thing pay." Typical commercial on Marshall's 5:35 to 7:30 p.m. show goes like this: "Are you one of the select few whip- ping along the highway heading for your country residence? Are you rid ing elegant!) in an imported Jaguar, a fine Alfa Romeo [pronounced 'ro- mayo j. or a classic Rolls Royce? To those who like the best, there is just one more level of traveling in which you mav he interested — sea level. Vnd the Chris-Craft 53-foot Con- stellation. Chris-Craft, master of ma- rine an hitei ture. ha- -haped a queen of the seaways that is the ultimate in Luxurious travel anywhere on the sea- ways ol the world. This resplendent 53-foot Constellation, powered b) three 200-horsepower marine engines, i- priced at 19 thousand dollar-, i ou be sure thai whether \ ou dock at the Riviera or Port-au-Prince, von. yacht your Chris-Craft Constellation — is the focus for all eyes that recog- nize seaworthiness and marine aris- tocracy. .. ." * + ■* After vivic groups fail WFEA draws pU'nty of blood Time after time various civic groups in Manchester, Y II.. had sponsored blood donation drive-, hut each time the) fell behind the quotas set by the American Red Cross. Then. a few week- ago, WFEA sponsored a blood drive and the quota was exceeded b) more than KM) pints. WFK \ hegan promoting the blood drive a week before the dav it wa- scheduled. Ever) member of the stafl —personalities, engineers, office work- ers, -ale-men went on the air appeal- ing for help in obtaining blood. \ml transcriptions made 1>\ persons who had received free Red Cross blood were aired ever) hour dav and night for the entire week. \\ IT. \ New- Ed- itor Al R *m *« ZtM Am ' 'ZuM 68 SPONSOR Bosomy billboards are used by K.UDL. Kansas City, on a 12-montli schedule as part of its local promo- tion. 'I lie boards (see picture I are permanent and the station reports that response "has been all but terrific." * * # Governor-elect Marvin Griffin of Georgia journeyed from the Peach State to Daytona Beach. Fla., in order to tell broadcasters assembled there for the NARTB Fifth District meeting how much he appreciated their help. Griffin said that the broadcasters ac- tually made it possible for him to win the primary elections because they en- abled him to answer hostile newspaper criticism. Here Hal Fellows, NARTB president ll.) and John Fulton, WQXI, Atlanta, director of the Fifth NARTB District (r.), talk with Gov. Griffin. * * * In Milwaukee, in spite of the city's claim as the nation's beer capital, a self-avowed "coffeehead" was elected to the post of county surveyor. Tn a nearly completed official election can- vas, Robert E. "Coffeehead,' Larsen has 406 votes to a runnerup's 60. Lar- sen, WEMP's early morning disk joc- key, was thrown into the race for sur- veyor when WEMP newsman Don O'Connor pointed out that there were practically no duties and no salary connected with the post but that the surveyor was entitled to an office and a desk in the court house. Afternoon WEMP d.j. Tom Shanahan, who has a running air feud with Larsen, de- (Continued on page 119) NOW!. . . double the wallop in the Detroit area! Adam J. Young Jr. Inc. National Rep. THE MOST POWERFUL RADIO AND TELEVISION COVERAGE IN THE MARKET ! I. E. Campeau Pres • Guardian Bide Detroit Buffalo's Pioneer Television Station Covers Western New York — the Empire State's Second Largest Market Northwestern Pennsylvania and Parts of the Canadian Province of Ontario Get the W BEN -TV Story From HARRINGTON, RIGHTER & PARSONS, INC. 29 NOVEMBER 1954 69 MUSI! Asks.o a forum on question* of current Interest lo air advertisers mid their agencies ffoir tin i/oif it't'l ttbtmi sponsors its sttlt'smt'H on ratlin and It* THE PICKED PANEL ANSWERS O.K. IF SHOWMAN IS RELAXED By Houxzrd Connell \ ./'. ami Director of Radio-T) Ogilvy, Benton X Mather, \eu> York III depends essen- M ik J| cliai in. persuasive . ^^ "♦'kj ! vincingness of the pa rtic n la t \ \ jjT" 1 sponsor ln-fore a camera or micro- phone. Salesman- |^ , In -I11!1 ''as to do with human ingredients; either you have the necessary personal qualifica- tions "i you don't. In tv particularly, there is the spe- cial problem of self-consciousness which often overtakes the man who is not a professional performer. Al- though a man niav he a good sales- man in the usual situation where he is Face In face with another person — something often happens when he is undei lights and before a camera. If he i- not at ease, liis effectiveness is diminished considerably. The same man who can persuade the fellow nexl to him to try his brand ■■I « igarette Ends it difficult to do the -.inn thing on t\ -largel) because the element of pei sonal contai I is missing. Bui this i- n>> sweeping generalization. Some people are natural born sales- men ami can sell an) where. < m the other hand, Bome \»-i<- > ork Casting the -p marketing area with the film Bhow / Led Three Lives, filmed highlights of Big Ten and Bi^ Seven football, and Bpol radio. ^ ou can [earn a lot "I things about local broad- i asting bj actuall) Beeing it in action that \<>u can't learn from looking at local ratings." Bill, who is a former KM: buyer, also l>u\s for Hat Corporation of \inci ica i when it is active I . He i- constantlj in contact with sta- tion reps. ""I have talked with as man-) as 25 in one day when a campaign is breaking," he told SPONSOR. "I try to keep the door open and the phone clear f « >i them if onl) to keep close talis on what kind of availabilities are being offered and how local competi- tion i> shifting. Occasionally we are faced with the problem of a major product introduction in a short time —such as Phillips" new 66 Flight Fuel last season or Lambert's Antizyme Tooth Paste — and we can't allow our- selves to be caught flat-footed on how things stand in the spot field. Besides renewals of spot radio and tv con- tracts arc always coming up, and we have to know the general situation in order to judge whether we'll recom- mend a renewal to the client." At the moment one of Bill's prob- lem- with Phillips i for full details of Phillips air operations, see stor\ in SPONSOR, 2<> September 1954) is the Btead) march l>\ the major tv net- work- into "station time" such as 10:30-11 :00 p.m.. E.S.T. "We have in watch closer) to see that our haK- Inuii film shows aren'l in danger of being 'bumped for a network show. If one oi more "I them are, we have to be read) with alternative Blots." Pill actuall) works on both sides o! the fence at mice. While he is keeping an eye on Phillip- Bpol i\ operation, he also rides herd on the business de- tails ol Lambert's network i\ -how. - ' ie & Harriet, on \B< T\ . But his majoi duties are with -p"t broad- « asting. "I'm in « l> >-<• 1 1. nt. K i h ith the net- works, stations, reps as well as our own i mil men. I work closer) with urn media director to co-ordinate print and Bpot ra*%& jyfflMUmc&* 1& 07x£J2!Z5*!s. laximum FCC Power 100,000 Watts JBC — ABC— DuMont Interconnected opulation: 1,208,000 lomes: 307,000 SERVING OVER 125 NATIONAL AND tEGIONAL ADVERTISERS PLUS DOZENS OF LOCAL RETAILERS Average share of audience: W]BF-TV Station UB" EVENINC (Sun. -Sat. — 6-12 mid.) DAYTIME ( Mon.-Fri. — noon-5 p.m.) 76% 24% 32% O April, 1954 NOW-OVER 100,000 TV HOMES! ' POPULATION RANKING- OF SOUTHERN MARKETS National Metropolitan Rank Population Metropolitan Area Rank AUGUSTA 86 242,800 Charlotte 96 214,600 Greensboro- High Point 99 205,500 Charleston 110 176,400 Winston-Salem 122 153,900 123 152,500 128 143,200 — Source: Consumer Market estimates, Jan. I, 1954 Columbia Roanoke J Represented by Hollingbery VHF CHANNEL 6 TOTAL WJBF-TV COVERAGE AREA POPULATION— 1 ,208,000 If classified as a "Standard Metropolitan Area" it would rank 13th in the nation — just behind Baltimore! ONE OF THE NATION'S GREAT AREA STATIONS TjjgBfe AUGUSTA, &a! mastei card index at the agenc) . the i. nil" k departmenl keeps track oi .ill openings and closing "I air-sold ■ ellations, extended runs .mil the ba< k-and-forth movement ol .iir i opj and ii hi-, i iptions. 'if you ask me 'What's playing at the movies tonight?1 I can give you tin- answer in! halt the cities in the countrj . I vel) ii explained. Pike military missions, the movie campaigns al Donahue & Coe (and : ut the other campaigns in Bpol usuall} call foi lots "I planning, as < ompared in actual buying. "We prob al>l\ spend three-fourths <■! the time planning the details of audience, cov- ■ i age, -t'H in- dates, time sl<>t> and the like before we ever pick up a phone in -tail calling reps, Evelyn said. "i be rest ol the time is dh ided rough- K between actual buying and follow- through set \ icing." This latter function is an importan! pari nl the ji>k Evelyn feels. "A good timebuyer bas to sta) on top of all major trends in radio and tv. and li-i.'n to all the pitches. Network com- petition i- always changing. Loral shows ami audiences arc always shift- ing. Ufiliations are juggled. New sta- tion- come into markets. You've ork. Inc. Her busband, Charles Reed Jones. i- a public relations executive. I be) live in an apartment mi \\ r-l 58th St in Mai hattan, neai Sixth Wenue. "I I an i oiinniile to the office on in\ tWO feet, Bhe -a\ -. John IfeCorJcIe i- ;, -|;m. well-tail- ored timebuyei with a fast, incisive wa) ol talking, lie i- i ne ol lie- three -pot buyers who make up the time- buying Btafl ol Sullivan, Stauffer, Col- well & Bayles, a New VuL agenc) ol medium size that counts some of the iiin-t ail -minded clients in the I .S. on il- list. MWe have to bury tin- past. This means ;i reappraisal on the basis ol where our listeners are. what type of people are included in these listeners and whal have been their changing lis- tening patterns because of the inroads of television. . . . Thi- reappraisal -houlci not be confined to networks alone hut -holilil also cnconipa-- nil of those who are involved in the radio network spher< — advertisers, agencies and stations." THOMAS F. OM II. President & (limn, of lid. MBS, .Vir York W ith SSCB since 1951, John han- dles the -jot buying of Pall Mall Cig- arettes, Noxzema 'l .S.), part of Rev- Ion Products. Speidel, Simoniz an ! the l> is to think of ways in which spo! radio-b can help -nl\ e these problems. ' Bu) ing : \< lu.il bu) ing b) John \1< < orkle, .1- it i- with ino>t timebuy- ers, i- onl) cart of the total jol>. Bui when the buying is being done, it takes plent) of time and a lot of phone calls. "The easj wa\ i- just to call those rep- whose stations are likel\ to have the kind of slots \ou need f\ aluating new t\ stations." /'. i tonal'. John \l< ( orkle i- < . i i l- i - nail) from Baltimore, but has lived in New ^ oik lor m than 1 ."> years. I le i- 10 j ears old, lives in I lartsdale, New Noik iiie.ii Scarsdale), with his w ife ami two i hildren. His w ife is not .i foi MM'i agen< J woman. "'I , .in think of nothing worse than going home at night to j "in i K-timebu) er w ife, tell ing In i what you bought thai da) foi the client and then having her point out where you went wrong."' he ex- plained. Il«'l«'ii Wilbur, chief timebu\er for the Gre) agency, i- a trim and attrac- tive redhead who work- in a trim and attractive office at the agency's new headquarters at 130 Park Vvenue, New ^ oik. Ihi group is actuall) pari ol the firm's media department and she reports to Media Director Dick Bean, but Helen work- closel) with Director of Radio-Tv Al Hollender who heads creative broadcast functions. Spot broadcasting was just begin- ning to boom at Grey when Helen joined the agency nearl) two sear- ago. (Prior to Grey, she had been chief timebuyer at Doherty. Clifford. Steers & Shenfield.) As Helen ex- plains it: "A number of our clients had held off on spot radio and tv. Some were waiting until tv reached near-national -latus. Other clients were waiting for radio to develop merchandising plans to give them impact at point-of-sale. "In the past two years, a sizable list of our clients have become very ac- tive in radio and tv. I'm thinking par- ticularly of some of our beautv and drug accounts, home furnishings, tex- tiles and even retail accounts. In many cases, the results have been startling — accounting for huge sales increases. "Today, these accounts — including No-Cal. Imra, Doeskin, Samsonite, 5- l)a\ Deodorant Pad-. Van Heusen Shirts. Anson Jeweln. J-B Watch Bands, Exquisite Form and others — are using broadcast advertising and have alerted us to be on the lookout lor more good opportunities in spot or network. This means that we fre- quentl) have to move in a hurry." Spot billing-, b) Helens estimate. rival network billings in dollar volume at Grey. "Spot is hot a supplementary, medium for main of our clients. I herefore, it becomes extremel) im- portant that we bu) it carefully, know- ing it often represents the bulk of a client s air advertising. It ha- to do I real -ales job, so we tr\ to net the kind of spot lineup a client's sales Force can promote to dealers and re- tailers. [fiat's one reason we like par- ticipations in -pot -how- thai feature strong local sales personalities and a merchandising follow-through in both radio and t\ spot. In addition, we've had j I results with the multi-mar- ket use "I syndicated t\ Elms, such as our co-sponsorship of Mr. I). A. for Samsonite in man) of the major t\ market-.'' Helen is quick to credit the work of station reps as one of the factors in the stead\ growth of -pot radio-tv at <.ie\. "I feel a good working rela- tion-hip between a timebuyer and sta- tion rep- i- a \er\ important thing." -he told SPONSOR. "We would never ha\e been able to expand as fast as we have in spot for Borne of our cli- ents without the close cooperation of rep firms. That's win we tr\ to let them know, where possible, what our advance plan- are for our accounts." Merchandising pla\s a larger-than- usual role at Gre) agenc) a- one of the yardsticks b) which the agenc) evaluate- -pot radio and tv. Today, although the agency's growth lately '•Color is news. For advertUers who have need io accentuate their leader- -liip. enhance their pi«fltige or revita- lize their merchandising, color televi- r-ion is the answer. Color is what peo- ple are talking ahoul these day-. \i\- \crli»er» who get in on the ground floor of color will win for themselves a lead- ership factor which their competitor- will have great trouble in matching.** SYDNEY H. EIGES Vice President. Press & Publicity MBC. Veir York has been in the direction of "general accounts (RCA Victor Records. Block Drug, Squibb, Mermen Bab\ Oil. Net ■ a| Var LAI »M)rIli"' 1 i)B-"?i,,„r"" D.F-f MM Gadfray* DO mln p uri RM Ptl tflk Glrdn Briitol-Mjer* DCSS m.",all Caall Brawn a«*i Bab Smith N m-f _ I S" CM m n- Mary Margaret M.Brlda N 10-10:03 1 Biata Mf«; R*r !V| Mlk: Gardn R"hoadei*A Dav? BrUtol-MWn DCSS m.w.ell BBDn0 m.^.Mt Caall Brawn nr. Mary Margaret M> (ru, ,,M, N 10-?U:OJ 1 ^""'iVfo'w Bob Smith 10-10 15 |Sn,I*hi ii,'"\ Sialev Ktf- R*i w-f-'h 10:18-3 1 N ToAOM 1 ■"'•< '■"•' ''"* Pel Mlk Gardn QUI ■■■■■■ H4I flr,1l-^h:rT"DCS ecu PfL Y4 N m-r I'-ihl.. Prrnla Tc 1. ..;:'... 'A In a'lClnr '""' L Bennett J5 Healer. Oleterith Galea Drake S& ^r^Cotte Nulla Co * ''r *"*33 :: l-H alt Ilk I ihnrlnfMvi'rtn CAP J3S0C ,2f|N ]„ -,., ,, Ko ngiwart l N m-f 1 iTON in ™3s*i N m-f T K CU*M.i'lm* ■ F~Siii|liar newi Slary Time N ra-r 1 Bob Smith N m-f I Break th. Banl Wada 1 |S|;-,u; Br, nttn MSI Mill ABC 'un' » JO Headline, la K-R abrMW !91H m-r ' EW IMS ir.N 'i.'i. n", : Welnlraub (45H Erwln, Waaay NLAB 4IS!" h «m " J B-Mk th. Bank IfiSU m-r 1 Wada Unt Carnillon <•<. Erwln. Waaay Sraak the Banl Wada s,;.i.."w^;"' wBi.a,m ""' e,rlw;^-"s1,^;;," .si"'''"'"*"' '' 1 M " ball Lek* City Tabernacle Frank A Emit ■TIN " * ' i N 1 H m-f 1 1187 ""t't: 1W5C 11 25-30 1 soon- o-r i Mod.rn Re™an« Godlray i™i d W.Hi' A. CalK CoDtlnaritai Bk, H Engta nawi r-r-: Junket fcMi, Md Maru 'Sazta^ ni.". alt f Strike It rich Collate iSSuiii'lrlillU Weill A Gelle PlUiburj Ullll li. ' m-f I g,rii„ lt ,1(h NLAB Eitv Hwi 1il'ir"j» Makr up yr Man ""tWl."* Platrirbralna N LArl Bttt 11:15-: Garden Beit bw'as ' 14 1 1700 N U-iiu, CHI N U8- MTiltary ""^.•Sr^Bw! »"' "ST E: E»or Since Era k„« si™, n. " ,J "".e'rning \ n y. 11 LaYI N'hn B>o/""l Veur Neighbor- ed m-l I OonUnntal Bkf BSN m-r 1 Qu«n tar a da) SlUli m-r 1 Ch ml I Huaan rar a daj 650H "tU.Ul 1 p,T.,r.r.'" » vrr i Make ua «r Mnd Continental 11 a a LAN « T? ■ ,rS™ Phrate thai nay; Veur Neigtibor' pl"*c.i"," '" wss iri:,".',..1!"!^-! /!rsV' VV L>. m fiSr SSSffSJ PMIIJI thFr.d« ■ i, II 15-11- Lin ~: »»«!■ W^yt^ VrTV UN AMlgnmrn' N Vu m-f I vi ' -w !TrHZ5 3-Clly By-Llna Var m-r 1 Rnimary ■1. "" """' Tba Hirwa Planl 3- City By-Llaa BAB '** N m-t I Tba Thra. Plan' 3-Clty By-Llna BAB r", f""i S",1^ BAB "" '"m" Soeond Chi ne» N m-f 1. The Three Pland 3 „""»«", ■■ HP I7M 1 Waih I N Frank Fa/rell N m-( I M6W-L sj;s. Larni ipr? 1S2N m-r I FCiD UDtX iBswaio """ ' t VaJ.nti.. pSo1"' c.™«" »* N *£%"* 1 FAO. ' Cotnptat N' DJ-f I I.v; Comploi ^ado "•' 5 "£r" s »";■»"• , %i' BMSlH^taS"t jjus? 8-; Larry LeSueur Bennett" " $551 Farm Qulj N 1 .-J N m-f ] Luncheon with Frank Farrell N nil I Frank Farrell . 1 F#S a, H,lS!f ' J JipsL Capital eammen' c ""IT'1 I, fcaV'"'"™' 3S HainWl 1 1 ■* THE MIGHTY "MIKt SAN ANTONIO 250,000 Milliwatts Www rut alarail K*h N ' i;hnI Hr»l ™ I N -,.;r" Burnatt ' *28(H ■ar* Am Uama Prod Am H.-.n,-. 1FM TVnl; Burnet 1B1N-L m.w.alt »JS* ^.f"™ m^' N'..:::r .-tm nnroe, IFW TenL Burneti gar •, G unt moke Llccctl A Jfye New Englan,! Weib 1 SrtS'TS Our gal Sunda; Hr'* t? Wbll'han'ph'aV' wTrU'** ml"" •"•"•"- r,"".:.'Zr National Tim. SaUs — N-w York Harlan G. Oakei & Aitoc. Lot Angolas — San Francisco HfKini ii,ra-",,.'.h,,.l N Waill" " 1 1SIN *aW ""I k: ..ri -■°..s;r »lul H.r.ry nr. C m-f I r-AO,-l.''ry".,'a| *JSf& C F«r., n... ■w o"""Sf* I u!.,'~rr. ■"'■ P..I M ... PAo"-|™rTlltoat N m-r I Ted Steele N ail »-.^r I0SN Batai 1230 Hayei Show % hr IBB N " V 1 ,j>t, 163N m-r I Bantl't N ' ml 1 IS3N m-f I PftO: wudoi N m f I Tad Malona 1 J^J, F «'*i«'h /"^r", J£S N "-I Ted Steal* N m-f H »"*"■-. IWN 1:10-88 ] S,n(Up»ll0n IUK m-f I D™F-s"* ittsil "%twi Chicago C 1 "'..'s™" hum d r' "i Repartlns ™ ™fH5 Tad Steal. N m-f I "•JT1 PAO rrlaca, leg Canatan, Blaw Ted Steele N m-f I Reporting K m-f 1 r*n ,.t.™ to r'^r-". "°.£r' ^StS " Shew NOW | AVAILABLE \ i BOUND VOLUMES ! of SPONSOR Guiding light Comatan1" MOM Guiding Mghl I'm dm, l.'y 1 dm o Ion r.*,n dua. ir-yfl Compton r*elog» N r>F* marl «?on. N ' L*1 Nor, OrUo- Bclllol-klysri. DCS9; Tonl W4Q MODI Wondarlul City 13000 « 1 Sh.Hih Graham N "hl2O:30-3?I Walntraub $50 Martin Black Shaw m-f Hit N LA" Betty Craekarl "^.i"^ Show 1" L41 ;;«:, m-1T;:.,.'i'«,1 ,„,,L,.„. wff l*HH w.'„, ToS™1 """""",' c'l „.„,.,., c,„ Brlghtir day m-f !IS-< ,1Pj'-~ Brighter day ,"'.'„..-'::;:„ l HANDSOME— DURAB I EASY TO USE ■ All 1953 issues bound ■ two volumes for J permanent reference . . . only Si5 ■e : ■■■ Sunday N ?30-« I Wonderful City N 1 Var * ' t.A' HttoitlanJ"1 1 M tin per «l „"°^j;"™i Love NT 1 "1 hi-. i m i DCSS >li 1180 N 8m7 I N *-8:0S I NV t N m-f LAT N 1 -"a"- ,;'•-!"'"'' Martin Block DCSS ' ih »ao rirll"ar rr,- IT3B 8 1B-S0 - " Show" %^: -r-r „"""•> "•"• "7-f" Ban Graucr NY Football » 1S3H 3 15-30 1 BBD(> m.w, Hauaa Party Lam: aurf b'b'od L Burnett™1 ism "tu.th t LB abara 1800 m.w.f Irn'maa ^J sl CBC Symphony WM Hwr *f OmIiIh R*M 'L-.-.Vn. Rfl w n.flaell 1T0M ™ "^ Pr-00" Vminii P*0 camar. dur' "HS pHHE »s N m-r t IflUN m-V L d-f-8 nnnn Mall Bag ' ^sSS Mall Bag N m-r I ™s-iS" Ulk. A DufT M.'r B.i PAO* drSft.""! • Write for your set today ■ ■ Quantil) is limited '< ■ ■ ^M n h «n>« tisn Waih T.A1 CBC Symehon» VV LAI tug B.rt7 Qr^hai Na» <:GS-B "•rr" ssPsri N i:IS 30 1 Nam IH) N m-f "S3" H m-f h Batty Crocker Oen Mil |;M-|I ol"'-a '** m00 N '"m-\SS"5l V"'€F' Traaiury Banditand No network »?&vS Reed Brownlni -.,::;r" Backitag* wll< PAO: cheer, iai YAR '** Stella Oallat JSF » Salute to Hi. Sing a Sang of N m-r" T N m-f 1 DlF.S iKIliir'lM Wail, > Sing a Song o N m-f N m r S7H(Dz RhUno In Ihe K Sing a Song , Sing a Song j : " l.fti 1T4N m.w.f t D-F-8 12801 Traaiury Banflitand H W1 Brut* & Dan N m-r I lT«Nn|u.t?i L Budttand S1"". "JS! N BJ-f Bruce A Dan *S S" n la ■S& JSS! Saart. Parad. 19SH m-f 1 Manhattan Boa : SPONSOR ! • 40 E 49TH ST. N V 17, N ••••-• s.Tsi"5" saii'w"™ m°nl 8BAW,MI a""1 I fto,ll Reb.rt Traut P«r parti*: Uin NT IJf Bobby Banian wim BUI H'ckol WhltaW: Marin Bataa ' uwi Chaa Ant.n N tu.lh 3 of the Yukon D.lr t.lh 1 Wherry. Baker Muileel Eiprei N m.w.f ' No network m-f Bobby Banion M;^ Chai. Antell •vgr a,s" js n"' ' m W,[ trsJn l.,M Plain 11,1 TBA w-l-'F "ti 1B8N 'm-r "] F"£uZt,k Collate E.ty Fred Beck H Shm*f ' H m-r Loren/o jone l!!* Lynn Baker 1! P*r» ta b Marrlad Th* td^-. Plaa ?^„, N lu.Ui I ma a H Cr.,t.,i Mr, ■■ Km Tall ■J Kuilnir nvi Gloria Partar N m.r Glarla Parkar N m-t NY "" P,tl i Gloria Pvker N m-f B C J..J-, -,r ,*!fW It Pan ta • Marrlad Th. Ttj?a. Plai 35"! UfN •SM-M E. C-E 15 » rnaUrCbaa. ■5'iT',f Br*»J 1 n c""""ny Paya bo Marrle NLAB »-»T NtAB >a0'1 Miner ' tson VlmtM LM*r i r ]<#imw MEAT PACKER 13 good reasons why this new, top prestige show is paying off inn DAVID NIVEN ANGELA LANSBURY EDMUND GWENN TERESA WRIGHT EDMOND O'BRIEN JAN STERLING THOMAS MITCHELL JUDITH Ah Ef :iilii w. f 51 TV-WISE, BLUE CHIP SPONSORS AVAILABLE ARB RATINGS NGELES - In this tough 7 station market THE STAR AND THE STORY is TOPS attracting many more than the closest competition — big budget, network, Saturday Night Revue. IANCISCO - THE STAR AND THE STORY is FIRST with a whopping 23.9 (59% share of audience.) flair cdqkH flto IRST RUN Vi HOUR FILMS FOR TV i ory, selected and introduced by its own star (39 top names), lie works of celebrated writers (including 13 by Somerset tarn), is sculptured into magnificent entertainment by the I ers of 4 STAR PLAYHOUSE. Don W. Sharpe, Executive Producer Warren Lewis, Producer WERNE ALEXIS SMITH FRANK LOVEJOY PETER LORRE JOANNE DRU For full details on the prestige, profit show of the year, WRITE, WIRE, CALL OFFICIAL FILMS .*c 25 WEST 45th ST., NEW YORK 36, N.Y. • PL 7-0100 Atlanta • Baltimore • Beverly Hills • Boston • Chicago • Dallas • Detroit • St. Louis AMERICA'S LEADING DISTRIBUTOR OF QUALITY TV FILMS COLONEL MARCH OF SCOTLAND YARD • MY HERO • TERRY AND THE PIRATES TOWN AND COUNTRY TIME • SECRET FILE U.S.A. • TUNE-O "LIVING" STORYBOARD i < ontinued from page 13 i pei foot. Kin-0 Lux pro essed the film. I he -i"i \ board film is "verj i ough," .1- the agem \ is first to Btate. "' \l(ci all, it- I'm pose isn't to Berve i substitute l"i the final polished . ommercial," I tennis told sponsor. "It's merel) a de\ i e h>i show ing the client ■ leai K w li.it he can expei 1 from ill- < 1Hllll1rlci.il. (il , ourse, the client must -till use In- imagination to project from thi> lilm to the finished commerciaL For one thing, \ll>ii^lii doesn't use an) Bets, iu-i a plain light photographer's backdrop. There are no opticals, Buch as wipes, dissolves, Bupers or irises, because these invoke greater labora- torj expenses. ["here i-. however, t In- action ol the actors, their voices and a feeling l it not only entertains il Bells products. "Top Twenty" i- typical of W DSl - top-flight programming. Time and time again, we have proved to the satisfaction of -pon- Bors thai our programs not onl) entertain well, bill -ell well. W In not a-k 11- about them'.'' WDSl NKW ORLEANS VITAL TO Mil- SOI NTS BIGGEST MARKET He edits the picture negative to in- clude all inserts. These inserts may include closeups of the product or ol the product'- instruction Bheets, if these are to be featured in the com- mercial. They may be words written on a blackboard which will actualh appear on flip cards in the finished commerciaL Finally, the picture nega- tive and soundtrack are put back together in sync, and print- are made for the agern 5 and the Bponsor. There are several advantages to the "living" storyboard. '"It helps us evaluate the selling abil- ity of the talent before we go ahead with an expensive production," says Ubright. "Sometimes an actor or ac- tress look- the ]>art in person, hut seems to lack conviction on film." "W e can catch certain bugs in a film storyboard that we'd never catch in a drawingboard one." he added. In the Playtex Hain utter -tor\- board, for example, the agenc) no- ticed that the girl's bair was too long to show the cutter's action to best ad- \ antage. The client was in the studio when Albright shot the rough film. He com- mented that the girl handled the Pla\- tex Main utter expertly and efficiently. But when the film was played back, both client and agency noticed that she was using the (utter far faster than women are likely to cut their hair. Therefore, DCSS will make copy cut to give her more time in the final commercial. These ma) >eem like minor points and \et they could make the difference between a selling commercial and a mediocre one. If the) weren't noticed during the storyboard stage, the cli- ent- multi-thousand dollar investment in the film commercial might be wast- ed or increased 1>\ expensive retakes. Of course, there are also disadvan- tages to this particular storyboard technique: It i- best suited for demonstration commercials. If a commercial binges on a particular setting, such as a bo) and girl dancing on a moonlit ten then the rough film would he either too coslK with the setting and costumes or misleading without them. It take- longer to produce this type of stoi\ hoard: about three hour- or BO of shooting plus a week of film proc- essing. \n artist's storyboard nun take two >\.\\ - to produce. "1 on lend to limit the creative 88 SPONSOR nnouiUMn The 32 counties in Sioux City Sue-land include Nebraska's leading farm county, South Dakota's second, and two of Iowa's top three. Five of the 32 arc among the first 75 in the U. S. in farm income. From cattle, hogs, corn, oats and other products, Sioux City Sue-land enjoys an annual cash farm income of better than half a billion dollars. The value of farm products sold in the area, according to the last Census, topped the totals of 34 slates; average per farm value of products sold was $9,460, more llian double the national average. Sioux City is the nation's fourth largest livestock center, fourth largest grain market, 31st metropolitan area in wholesale sales. Its more-than-300 manu- facturers include the world's largest maker of wind-propelled generators, world's largest popcorn manufacturer, and assorted makers of tools, batteries, fishing tackle and farm supplies. There about 125,000 tv sets in Sioux City Sue-land, the owners of which (so many tell us; rating data upon request) find watching K\ 77 rewarding. CBS, ABC & DuMont Represented by The Katz Agency SIOUX CITY, IOWA KVTV. a Cowles Station, is under the same management as WNAX-570, the radio station that for 30 years has successiully served one of the world's major agricultural regions, the live-state area known as Big Aggie Land. 29 NOVEMBER 1954 89 imagination "I the independent film produc ei « iili this sorl nl Btor) board," mil' agency producer i<>l more to confuse and unsell a client on a commercial than it would help him. "Hell tend to Bay, 'Is thai all we'll get?'" Ii«- explained. "And then the agencj producer has to do more ex- plaining nl special effects ami -« -i t i 1 1 ^ ~ ami camera techniques than he did be- fore. With an artist's Btoryboard the extras an- taken fur granted." Producers at agencies that are shoot- ing in color tend to look more favor- ablj on the technique. "First of all." one pointed out. "the investment in a color film i> so much heavier that it pays to take an extra pre-produi :tion step to safeguard the final results. Besides, the client for a color film is less likely to he misled bj the black- and-white film rough, since it i- more obviousl) just a storyboard." * * * RICHFIELD CO-OP (Continued from page 39) radio copy and tv slides for use in the co-op plan. Richfield commercials meet the corn- pan \ s need for economy and stand- ardized delivery. There are no com- plicated backdrops or involved action. All radio commercials are delivered live, u-uallv by well-known local an- nouncers. The company benefits from having a familiar communit) voice to give it- messages. The tv commercials combine live narration with slides. It's simple and economical. Richfield distributor commercial kits contain explicit directions for action. 1 "• ■>! announc era are instruc led on the pronunciation of certain kej words -ii messages will he standardized. I!n hfield's L95 I tall advertising of- fensive was kicked off LO October. I he i ompan) i- now running a series ol 27 i ail -t\ pe new-paper ad-. 'I he ad- air 71 •_■ \ I1 , ami consist of three-strip panels which tell a simple Btory: New Richfield hydrogen-pow- - nil I th\ I "101" Plus ha- potver. In a< bieve greatest impac i foi com- pany-sponsored ami co-op efforts Rich- field t's drawing. Obviousl) a substantial amount of monev wa- saved b\ using (he same artwork lor the t\ slides, Bays the agen< \. Each Blide costs onlj a nomi- nal amount about S I In each commercial alter three car- toon slides are shown, the camera cuts to an announcer standing next to a gasoline-pump globe with the Rich- field eagle and the words "Richfield" and "hydrogen-powered" imprinted on it. The rest of the commercial uses simple props like Richfield station signs, cans of oil and charts. Other slides are shown with simple messages like "free safety check" "anti-stalling. anti-freezing, anti-rust" to point up the narration. Handling the Richfield account at Morev. Humm & Johnstone are L. R. Van Doren, executive vice president: William L. Wernicke, radio-tv direc- tor; Lewis R. Angelos, account exec- utive. Entertain, then instruct: The en- tire commercial is done live by local announcers. With the cartoon slides, the announcer recites short poems to enforce the feeling of whimsy created by the drawings. The poem written for the horse and car cartoon shown on page 39 goes like this: Poor Percival Jones was feeling quite sad. He needed a horse — for his engine nas bad. Sow it's hydrogen-powered — and n her ever he goes That car is so peppy, its horsepower shows! Then the announcer switches to a hard-sell message stressing the advan- tage- of Richfield Ethyl "101" Plus: in winter, its anti-stall, anti-freeze and anti-rust properties are highlighted: in >piing and summer, commercials re- voke around extra power. "The combination of cartoons with verse i- very effective as an attention- • atcher and has meniorv value."' >av- 1'iin Pollak. "Our commercials enter- lain before tln-v instruct. V iewers are mure willing to hear a commercial once their interest i> aroused, we've found." Fourteen ol the 27 cartoon news- papei Strips were iliawn 1>V ( ). SogloW, creator of the well-known -trip. "The Little King." Only Soglow cartoons were chosen for television, so viewer- would learn to associate his stvle of drawing with Richfield. The current Richfield air drive is planned to -ell ju-t three things: Richfield Ethyl "101" Plus; Rich- lube Super III) Motor Oil and Rich- field dealers1 Ul-Poinl Safety Service for winter. "We make a big point of good ser- v i< •• in our newspaper and air adver- ti-inu." -av- Hen I'ollak. "because we think people are getting tired of the claim- and counter-claims in gasoline advertising. They're confused by com- plicated formula-. \\ hat thev want from a gas dealer is a smooth, high- powered gas — and courteous, reliable sen ice." Phrases like "Protection against ra- diator freeze-up. Protection against cold-starting. Protection against the harmful effects of cold weather on chassis wear-points . . ." underline the benefits of a Richfield winter check. On radio, the "entertain, then in- struct"" philosophy is carried out with a 12-second jingle to the tune Merrily We Roll Along. Here's how it goes: i Sound of car horns) Merrily you'll roll along, roll along, roll along Merrily you'll roll along On Richfield gasoline! I Car horns i On Richfield gasoline! Disks of the jingle are supplied to distributor radio sponsors, who also get kits of 36 one-minute, 30- and 15- second commercials. "Throughout a 52-week span." says Ben Pollak, "we send out literally hun- dreds of radio commercials to distrib- utors. I sing them live allows us great variety at low cost Most commercials on the gasoline bring in the theme that science has found great new ad- vantages in hydrogen power, that hy- drogen is the most efficient power ele- ment in petroleum."" In both the radio and the tv com- mercials, motorists are told to look for the "-ign of the Richfield eagle and the cream and blue pumps." The distinctive eagle of Richfield's trade- mark appears in all print copj and in everv tv commercial. Since distributors can decide to sponsor a -how at am time of the year, the company's air -< hedule is not i Please turn t<> pagt 9 I 90 SPONSOR a rich new smoke in tobaccoland Tobacco has long been King in the Prosperous Piedmont section of North Carolina and Virginia. But today, the rich new smoke from foundries, steel fabricators, machine tool builders and chemical industries crowd tobacco for industrial leadership. Strong new industries are expanding payrolls and profits in the Prosperous Pied- mont . . . and WFMY-TV, Channel 2, is the most direct selling channel to this lucrative market. No station, or group of stations, rivals the selling power of WFMY-TV in this heavily populated area of the South. Here, 1,733,700 potential buyers have 2 billion dollars to spend each year and WFMY-TV is the major influence on how spend it. Covering one-quarter million sets in Greensboro, Winston-Salem, Durham, Reids- - lile, Danville, High Point and other major cities, WFMY-TV has been the dominant selling medium in this 31-county market since 1949 . . . now in our 6th year. To smoke out greater sales in the Prosperous Piedmont, call your H-R-P man today. Basic Affiliate GREENSBORO, N. C. Represented by Harrington, Righter & Parsons, Inc. New Yorlc — Chicago — San Francisco 29 NOVEMBER 1954 91 ARE THE STATIOI NATIONAL SP( REE & IT ETER INC. Pioneer Station Representatives Since 1932 NEW YORK 444 Madison Ave. Plaza 1-2700 CHICAGO DETROIT 230 \. Michigan Ate. Penobscot Bldg. Franklin 2-6373 Woodward 1-4255 ATLANTA (tlenti BUtg. Main 5667 FT. WORTH 406 11 Seventh St, Fortune 3349 HOLLYWOOD 6331 Hollywood Bit a. Hollywood 9-2151 SAN FRANCISCO Run Building Sutter 1-3798 OR YOUR ;A1 DIG CAMPAIGN. . . EAST, SOUTHEAST WBZ -f WBZA Boston — Springfield NBC 51,000 WGR Buffalo NBC 5,000 KYW Philadelphia NBC 50,000 KDKA Pittsburgh NBC 50,000 WFBL WCSC Syracuse CBS 5,000 Charleston, S. C. CBS 5,000 WIST Charlotte MBS 5,000 WIS Columbia, S. C. NBC 5,000 WPTF Raleigh — Durham NBC 50,000 WDBJ Roanoke CBS 5,000 MIDWEST, SOUTHWES1 WHO Des Moines NBC 50,000 woe Davenport NBC 5,000 WDSM Duluth — Superior ABC 5,000 WDAY Fargo NBC 5,000 WOWO Fort Wayne NBC 50,000 WIRE Indianapolis NBC 5,000 KMBC-KFRM Kansas City CBS 5,000 KFAB Omaha CBS 50,000 WMBD Peoria CBS 5,000 KFDM Beaumont ABC 5,000 KRIS Corpus Christi NBC 1,000 WBAP Ft. Worth— Dallas NBC-ABC 50,000 KENS San Antonio CBS 50,000 MOUNTAIN AND WEST KDSH Boise CBS 5,000 KVOD Denver ABC 5,000 KGMB-KHBC Honolulu — Hilo CBS 5,000 KEX Portland ABC 50,000 KIRO Seattle CBS 50,000 RICHFIELD CO-OP i ( ontinued from page 90 ' static. \i presslime, however, distrib- utors were sponsoring Bhowa in eight u markets, 50 radio markets. Sports news and local sporting events < ompi ise about 80' < ol total p buys <>ii radio. Sponsorship i titi— the gamul from one-minute an- noun< ements to two-houi sports events. In addition, there is some l<>< :al parti* • ipation in network co-op Bhows, like the Fulton Lewis Jr. program mi MBS .iinl othei new-. Most popular time sfgmenl is I 5 minutes. These are 1 1 * « - -l.ilinii- now being used : \\ Ml'.o. Auburn, X. V.; WCHV, Char lottesville; WVPO, Btroudsburg, Pa.j WHEB, Portsmouth, \. B.j WMNB, North Adams, Mass.; WOLF, Syracuse; \\ Mils, Uniontown, Pa.; WBIG and WGBG, Greensboro; WGAT, Qtica; WDVA, Danville; will. I'. South Boston, \:i.; WALL, Middletown, N. v.; WWBZ, Vineland, X. J.; WTVL, Waterville, Me.; w ki;t. Cortland, x. v.; WAZL, Hazle ton, Pa.; WEAT, Lake Worth, Fla.; WGBB and WEQB, Goldsboro; WBOD, Daytona Beach; WIVY and WPDQ, Jack sonville, Fla.; WLVA and WWOD, Lynch burg, Va.; WBBB and WFNS, Burlington, X. C.j WEAL, Raleigh; WLAN, Lancaa tei ; WCBS, >■< ■ awood, 8. C; WLBB, Among U. S. METROPOLITAN MARKETS Phoenix ranks — 23rd in Building Material- Hardware Store Sales 34th in Drug Store Sales 34th in Filling Station Sales 34th in Home Furnishing Store Sales 38th in Supermarket Sales 42nd in Eating and Drinking Places Sales *SRD Consumer Markets '54 Metropolitan Market in Population and Retail Sales • Population 423,400 • Retail Sales $515,290,000 Phoenix' sharp gains in population and retail sales make sense. The whole vital market is GROWING. New people are streaming in . . . finding jobs, buying homes and cars, establishing businesses. In fact, Phoenix is the hub of a network of pros- perous communities which make a defi- nite contribution to Phoenix' retail sales. It's a market worth dominating — and you can dominate it through the complete coverage of KPHO and KPHO-TV. They take your sales story right into the homes you most want to reach! SOLD readied most effectively through . . . KPHO-TV "'KPHO Channel 5 • CBS Basic First in Arizona since '49 Dial 910 • ABC Basic Hi Fidelity Voice of Arizona NOW AFFILIATED WITH BETTER HOMES and GARDENS • REPRESENTED BY KATZ Lebanon, Pa.; WMBF and WKVA, Lew- iatown, Pa.; WCLI, Corning, X. Y.\ WDOS, Onoonta, X. V.; WKOP and WNBF, Binghamton, X. Y.; WAIM, An- deraon, 8. C. : WBBP, Rochester, X. V.; WCMB, Barrisburg Lemoyne, Pa.; WMFB, High Point, N. C; WGB8, Miami ; W8PN, Baratoga Springs; WII.W, Haverhill, Mass.; WEL8, Kington, X. c.; WMFD, Wilmington, X. C; WCHA, Chambers- burg ; Win. i' .-,,,,1 WPCP, Panama Citj Pla.; WCBO and WJAC, Johnstown, Pa.; WGTH, Hartford. On tv the favorite type of show -icnis to l>e the five-minute news pro- gram. Mews i- high in popularit] because of its general appeal to a male audi- ence. Other choices: a syndicated < oiiif*(l\ film series, weekl} baseball or football, local cjuiz participations. Here's the tv lineup: Duffy's Tav- ern, WWLP, Springfield. Mass.; Rich- field World Xeus (five-minute news three times weekly), WGAL-TV, Lan- caster; five-minute news three times a week WMFD-TV, Wilmington, Y C; minute announcements, WJDM. Pan- ama City, Ha.: weekl) baseball plus five-minute sportscast four davs a week. WARD-TV. Johnstown, Pa.; 10- minute news once weekly. WCAL-TV, Philadelphia: local qui/ participations two days a week. Wl.WI -TV, Lewis- ton, Me.; eight-minute sportscast once a week. WHAM-TV, Rochester. To round off its air schedule. Rich- field itself bins a half-hour film drama series. Richfield Star Time Theatre, over WJAC-TY. Johnstown. This is the firm's sole air effort — an excep- tion to its polic) due to special local situations. To test the pull of its co-op and com- pany-sponsored air schedules and to build gasoline station traffic, each sea- son Richfield offers baseball and foot- ball schedules on its radio and tv shows. The 44-page football booklet in- cludes information on college stand- ings, results of major bowl games, of- ficial's signals, basic formations and top pro football players as well as schedules of collegiate games. Listen- ers and viewers arc invited to pick up these booklets at their local Richfield dealer's. Creating distributor rxvitrttient: Since the success of Richfield's co-op efforts depends upon distributor and dealer enthusiasm, the company usee heav) promotion on the 50-50 plan. The Richfield fall-winter 1954 -Mer- chandiser"' uses a SoeloM cartoon on 94 SPONSOR THE BADGE that draws 100,000 letters annually Meet the man who's "Deputy Dave" to thousands upon thousands of Northern California's younger generation . . . and a lot of their parents. In song and story, cartoon and interview, Deputy Dave's a fascinating salesman of good morals, good manners, common sense and safety. In the past year some 100,000 letters and cards, and actual deputization by sheriffs in 23 Northern California counties (that is coverage), have given positive evidence of his impact. He makes sponsors very happy, too. kbi CHAN I Ml ^ WESTINGHOUSE BROADCASTING COMPANY, INC. CHANNEL & SAN FRANCISCO, CALIFORNIA Affiliated with CBS Television Network Represented by the Katz Agency @© WBZ-WBZA • WBZ-TV, Boston KYW • WPTZ. Philadelphia KDKA, Pittsburgh W0W0, Fort Wayne KEX. Portland Represented by Free &Peters, Inc. KPIX,5<*« Francisco Represented by The Katz Agency 29 NOVEMBER 1954 95 wcov RADIO MONTGOMERY, ALA. .Vow 10,000 WATTS CBS RADIO For 22 COUNTIES in Central Alabama POPULATION 726,500 FAMILIES 186,800 RETAIL SALES $443,969,000 GET THE COMPLETE STORY From PAUL A. RAYMER CO. or write WCOV RADIO MONTGOMERY, ALA. the i lie- 1 cartoons are scat- tered throughout 1 1 • « - book to publicize the newspapei drive and Bpur interest in co-op plans. The pamphlet is also designed to generate excitemenl about Richfield products themselves and their new ben- efit- fin motorists. Richfield know- it's important to keep distributors happy. The com- pany's existence, in {act, depends on winning and keeping them. The gasoline industry todaj is one of the most competitive in the coun- try. Contracts between the distributoi or dealer and the gasoline firm are only I'-i -liort period-. Vfter the contract has expired, the relationship ran be terminated l>\ either party. The big Lia- and oil company, there- fore, must not onlj advertise heavilj to sell it- product?, hut must herald this advertising to distributors and dealer-. Iim/«';m-imi«'iu distributors: Rich- field itself i- somewhat unique in the gasoline field because of its distribu- tion setup. Unlike most other large companies, who employ district -ale- managers to funnel gas and oil down to the dealer level, Richfield operates via an independent distribution sys- tem. That is, its distributors are inde- pendent businessmen who are fran- chised to sell Richfield products in their specific territories. Richfield offers its distributors a more tangible asset than advertising and promotion: It licenses only one man to handle its products in am giv- en area. In other word-, the Richfield distributor is protected against same- brand competition. The Richfield Oil Corp. of New York is currently celebrating its twen- ty-fifth year of operation as a gaso- line marketing firm. Richfield itself owns no refineries or producing fields. It's a wholly owned subsidiary of the Sinclair Oil Corp.. which supplies it. I ntil about 1933 Richfield Oil of \ew York operated as the la-tern marketing division of the Richfield Oil Corp. of California. The two com- panies are now completer] separate. Richfield of New York's previous company-sponsored air advertising consisted mainrj of new- programs broadcast over -elected Eastern net- works. It- last radio effort was a new- -how h\ I.an\ I.eSueur and ( haile- Collingwood over CBS. * * * TV DICTIONARY [Continued from \>au.t' \(> > the climax speech resolving the scene, play or commercial to its conclusion. TAILGATE The section of an optical printer in which the printing film is run. It is usually mounted so that it can slide on rails like a lathe bed to- ward or away from the optical camera, in order to produce enlargement or diminution of the photographed image. TAILS-UP A reel of film so wound that the last frame in the image sequence is on the outside of the roll. Contrast- ed with head-up. TAKE 1 1 ) Single shot picture or scene held by tv camera. <2) Such a scene so televised or filmed. (3) Command to switch directly from one picture or camera to another picture or camera, as "ready one, take one," "ready two, take two." (4* Instruction to switcher to feed a given picture channel to transmitter. 1 5 1 Reaction or sudden obvious realization by talent. TAKE IT AWAY Directions to station, network, talent, announcer, "You're on the air." TAKE-OFF SPOOL The spool or reel from which film is unwound and fed into film machinery such as projectors, cameras, printers, developing ma- chines. Also called a feed spool. TAKE TIMINGS To time each unit of a show or a commercial by stopwatch. TAKE-UP SPOOL The spool or reel on which film is wound after being run on film machinery such as projectors, cameras, printers, developing machines. TAKING A BALANCE Preliminary testing of various sounds in a program to determine their relation to one an- other in sequence. TALENT COST Expense or cost of a show aside from the time charge. TALENT SCOUT Person employed to search for potential talent, actors, for tv station, network or show. TALK BACK (1) Phone circuit, ear- phones or cans from director to tv crew. » 2 » Loudspeaking device between studio control room and studio en- abling producer to give directions to cast during rehearsals. (3) Telephone facility used to permit remote origi- nating point to hear predetermined cues and thus enable foolproof switches to be performed. TALKING DOWN Talent acting or speaking in an aloof, superior manner, or so it seems to viewers. TALKING IN HIS BEARD Speaking in a muffled, almost indistinguishable, voice or tone. i Please lum to page 98) 96 SPONSOR Key to o-inillioii people in a 4-biIlion dollar market . . . It's the heart of America'? dairyland, the center of Wisconsin's industry and finance . . . and WTMJ-TV is the only TV station blanketing the area! FIRST in coverage, programs, results . . in a market that's always first! WTMJ-TV facilities are unequaled in Wis- consin. Seven studios, mobile unit, and three microwave relay transmitters are available for use ... in the hands of Wis- consin's most experienced TV producers to serve the big Milwaukee market. Master technicians, operating the finest telecasting equipment yet developed, mean outstanding quality in WTMJ-TV telecasts. And 100,000 watts of power, transmitted from a 1,035-foot tower, provide better image for the 3.416,085 people (not count- ing Chicago) with a 90-mile radius. Product sales climb fast when WTMJ-TV is used. Year after year, results obtained by advertisers have kept WTMJ-TV first in scheduled advertising . . . first with local and national advertisers. One test campaign over WTMJ-TV will prove why' There's no substitute for WTMJ-TV EXPERIENCE St • with seven years on-the-air experience in television. • to transmit network color programs in Wisconsin. • to originate local color broadcasts in Wisconsin. • in the homes and hearts of the people of Wisconsin. WTMJ-TV is the only television station in Wisconsin that blankets this entire market for advertisers. The station is on the air more than 1 15 hours per week . . . presenting local and basic NBC-TV network programs. Due to audience and demand, WTMJ-TV pre- sents more programs than any other Wisconsin television station. I' _ VV1/V4 ,_,_ broadcasts in Wisconsin. VV / VI (*J ^#5^ • in the homes and hearts of ■ ™ -™- -^ ▼ -"- ^"^^ -^ -»- the people of Wisconsin. j^e Milwaukee Journal Television Station Represented nationally by HARRINGTON, RIGHTER AND PARSONS, INC. New York • Chicago • San Francisco WTMJ 29 NOVEMBER 1954 97 I APE or TAPE RECORDING (1) The id of sound on a magnetic strip; the recording of sound on magnetically oxide-coated tape. <2) Recording of a complete tv show. T.C. Short for transcontinental. Means a network show that reaches from coast to coast. TEARS Horizontal disturbance in tv picture caused by noise which makes picture appear to tear apart. TEAR JERKER Tv show with a sad or pathetic appeal. TEASER Strip of muslin or material above set to prevent camera from shooting over into lights or grid. TECHNICIAN Skilled worker in any branch of tv production, direction, en- gineering. TD or TECHNICAL DIRECTOR Direc- tor of all technical facilities and op- erations, lighting, cameras, sound, switching in a studio to more sensitive brilliance of the various gray values, depending upon light source and equipment factors, to approach the 10-step transition (from white through grays to black > of photographic and printing gray scale. (See Gray Scale." TELOP An opaque slide — (1) Used in gray telop. <2> Card for titles — short live. 'See Roll Up.> TEMPO i 1 I Relative speed or pace of performance or music. (2) impression of speed which a show makes on view- er, either by succession of incidents or s or by the rate of movement shown or rhythm sound. TEST PATTERN Specially made design of lines and or circles transmitted for the purpose of correctly setting focus and tuning of an image on tv screen. Also used for station identification. TEST PRINT Trial composite print. TEXTURE An element of design; the artistic composition of an object, pic- ture or sound resulting from the blend- ing of elements such as the parts of music or colors. THE TIP Viewing audience. 'Holding the Tip" means holding your audience. THEME Subject or central idea spe- cially composed or particularly apropos tune or music that identifies a specific program. Garroway's theme is "Senti- mental Journey"; the theme for the Lone Ranger is the "William Tell Over- ture." and so on. THEME SONG A recurring and char- acterizing melody in a musical per- formance. THICK When individual sounds or instruments in orchestra are not dis- tinguishable. THREAD, THREADING Placing film on the proper sprockets and rollers, align- ing it in the gates, forming loops and whatever is necessary to insure its pas- sage through the camera or film mech- anism. THREE-COLOR PROCESS Process of col- or reproduction involving analysis takes place on three separate tracks of film. Contrasted with integral tripack. THROW Distance from film projector to screen. THROW A CUE Visual hand signal usually given by pointing at talent to begin action or speech. THROW IT AWAY (1) To give line in casual and offhand manner. (2) To speak without obvious emphasis or ex- pression. (3> Order to talent or engi- neers to fade picture or dialogue no matter what script says. TIGHT (1) Close shot using narrow- angle lens — 90-135 mm (2) Show which in rehearsal plays a few seconds over allotted time and should either be cut or played rapidly provided the ma- terial permits rapid treatment. TIGHTEN UP, CLOSER SHOT, LOOSEN UP, MORE DISTANT SHOT Terms used from director to cameraman when ob- ject is framed to obtain precise shot desired. TILTING TURNTABLE A rotating plat- form on which transcriptions are played that can be turned or tilted to show it from more than one angle. TILT UP Direction for camera move- ment, up. (Dicttmnury emmtlmmea m-xt issue) SPONSOR the other member of MORE families In the past year, an average of 300 new TV sets were installed every day in the 62 county ► area served best by WCCO-TV. Channel Four now reaches 511,000 Minnesota-Wisconsin homes. These new television viewers naturally joined the growing WCCO-TV family circle. In Minneapolis-St. Paul, the average WCCO-TV advertiser — regardless of time or day — reaches* • 7500 more families than the average of Station B — a bonus audience the size of Austin, Minnesota. • 14,000 more families than the average on Station C — a bonus audience the size of La Crosse, Wisconsin. Ask Free & Peters how to get this family bonus for you. *September Telepulse V»%-^ %y 29 NOVEMBER 1954 99 NET TV PARTICIPATIONS i < 'ontinued from i>ugr 1 1 > The Pinky Lee Shou is sold in 7 ' -- minute Begments with i -11111)111. ■ 1 ■ mercial time in each. Paul l)i\ si hedule parti< ipations on an) two or al] ,,| the Today-Home-Tonight trio in a single buy. i , Main minimum participation buys in .1 52-week period entitle an adver- tise! to discounts. It \<>u're in The Morning Shou, for instance, you'll find thai 2(> oi more participations— whether scheduled over several months or shot in a one-month campaign — entitle you to discounts on time charges starting at 5%; 39 or more participations hike it to 10' ! and from there the discounts iise on a sliding s, ale up to 2095 for 104 or more par- ticipations. Discount provisions on Today, Home and Tonight start at 10% for ;m oi more participations, climb in the same manner as on The Morning MEMO FROM DEE RIVERS — ro All time-buyers GEORGIA'S WEAS and its new 50,000 ««" Westinghouse transmitter on its smut- old frequency 1010 should be included in your Fall Budget. COVERAGE PRICE makes it Georgia's BEST 50,000 WATT BUY CALL STARS NATIONAL IN NEW YORK — CHICAGO DETROIT — LOS ANGELES SAN FRANCISCO Shou , I he) also appl) to total par- ticipations pur< hased under the "I -I I- 1 Plan." How popular are these participa- tion -hows with advertisers? \ look at the billings might give an indica- tion. Today (which is the longest-run- ning of all the shows, having Btarted in Januarv. 1(>52i 'A. tlii- year will record over KM) clients on Today's roster — much of it. says NBC T\ . repeat business. Home, which was launched in March L954, now records 33 or more client-. Previous to its initial appearance, five advertiser*, demonstrated their faith in such a program 1>\ contracting for over SI million in participation-. \- of 1 July 1954. billing had reached $3 million covering a total of 648 par- ticipations. For the fourth quarter of 1954 advertisers have, at this will- ing, contracted for 337 participations. Perhaps the heaviest user of Today- Home-Tonight has been the Dow Chemical Co. which has invested around SI .5 million in these shows, used 40 participations in November alone. This firm has contracted for $500,000 worth of participations on Home to start in January 1955. The Morning Shou. since its launch- ing on 15 March 1954, has had con- tracts for over 500 participations to- taling more than $1.8 million in hill- ings. (This show changed format on 16 August when Jack Paar took over the m.c. chores from Walter Kron- kite, transformed the show from a news-emphasis stanza to an entertain- ment-variety vehicle.) Tonight made its debut on 27 Sep- tember, has since carried participa- tions for about 10 advertisers. NBC TV points out that most advertisers don't want to buj a show till they've seen the ratings. The first national Nielsen tv rating on Tonight, which appeared about 10 November and cov- ered the first two weeks in October, was 5.9. An advertiser, as indicated, can use the participation -hows am wa\ he hooses for a one-shot announce- ment, lot an intensive saturation cam- paign, on.e a week on a regular basis, for seasonal selling purposes in anv manner his needs and hi- budgel dic- tate. This opportunit) for flexibility has proven popular with a wide variet) oi advertisers both large and small — Belling all types of product- from bird- seed and broilers to -having products and shoes. On The Morning Shou. for instance, the Florists Telegraph Deliver] Asso- ciation bought participations al Eastei time: Swilt &. Co. run- special cam- paigns to -ell fro/en turkev - at Thank-- ^i\ inji and Christmas I both these spon- sors use the Home -how in the same wa\ 1 . On Home, seasonal advertiser Cam- eo Curtains ran once a week lor eight week- in September and October, plans to -kip the winter sales -lump period and go hack again in March. On Today. I . S. Rubber Co. buys participations for its boots and ga- loshes onlj in -now\ weather. Fed- ders-Qui»an used four participations a month for its air conditioners till the summertime when it intensified its -.hedule to five a week. General food- runs three participa- tions a week for Jell-0 on the Pink) Lee Show. Other sponsors buying in- to this late-afternoon children's vehi- < le have been Whitehall Pharmacal for Kolynos, General Mills for Sugar Jets and International Shoe Co. It would appear that a -how like Pinky Lee is not easily sold because it is primarily a children's program and verv few na- tional advertiser- have children's prod- ucts. \\ hen the\ do. according to one source, the products are likelv to I similar that they block another ad- vertiser who might want to yet in. Such advertisers as the Vitamin Corp., River Brand Rice Mills, the Scholl Manufacturing Co. and M-G-M have bought into the Paul Dixon Shou in the past. Should some situation arise in which a sponsor would like to get his mes- sage on one of these shows in a hurrv. just how quickl) can he get on? On the Today-Home-Tonight trio, a spon- SO] need give onl\ 72 hours notice, or sometimes even less in a great emer- gency, to get his announcement tele- cast on a national basis. "You can still order into the NRG T\ Participation Plan for Christmas,'1 point- out Matthew J. Gulligan. now National Sales Manager, WW. T\ till recentlv. Sales and Merchandising Manager. Participating Programs Dept.l. "The magazines are closed, also the supplements. We'll be getting business till the dai before Christmas." 100 SPONSOR On The Morning Show program, if an advertiser notified CBS TV at 4:00 p.m. on any weekday afternoon, he can get his commercial on the pro- gram the next morning. However, says the net, it's preferable that a little more time be allowed so that there can be an adequate commercial run- through by Jack Paar, or whoever else on the show is delivering the mes- sage. Comparatively few advertisers use film commercials on these shows, most desiring to take advantage of the op- portunity to have a well-known per- sonality deliver their message — one of the big plusses these programs offer. According to S. J. Frolick, Director of the Tv-Radio Commercials Depart- ment, Fletcher D. Richards agency, "When you buy a participation in Garroway's show, you are buying him and his personality and his following. If \ou use a film commercial on such a show, you are not using your time to best advantage." (The Richards agency handles Qwip, a whipped cream product of the Avoset Co., which had a campaign on The Morn- ing Show last spring, is now running twice a week on Today — an eight- wcck campaign through 10 Decem- ber.) Both Garroway and Jack Lescoulie handle the commercials on Today. Ar- lene Francis generally weaves adver- tisers' messages into the editorial "magazine" format of Home and on Tonight Steve Allen casually does the honors. There are four personalities on The Morning Show who are available to an advertiser for doing commercials: Jack Paar. who handles most of them; Effective December 1, 1954 BLAI :,,J C^# becomes the exclusive national representative of IhcJPhilnbelphia Jnquirtt *un°* CHAMEL ABC • lliiimmf Networks IN PHILADELPHIA, PA. (3rd IN POPULATION) 29 NOVEMBER 1954 Belt) Clooney, the show's songstress who sometimes takes ovei the woman's approach on a message; Pupi Campo, who occasional!) gives a pitch lii- nun lighl approa< h ; and Hal Simms, who lake- o\cr when a straight, serious de- liver) is in order. (The Baird puppets were formerl) available for lead-in-. bul Bil and Cora Baird are no longer on the show.) If the same product i- running on two or more shows, it is very likely to gel quite different commercial treat- ment on each — as varied as the per- sonalities who present them. Peerless Electric has messages on both Home and Tonight for Broil-Quik. On Home, Arlene Francis does the commercial, integrating it with the program's "ser- vice" concept. In the relaxed, easy- going, late-night-amusement atmos- phere of Tonight, it becomes appro- priate for Steve Allen to tell about a turkey he met who said, "When I go, 1 wanna go on a Broil-Ouik Super Chef." (Ted Grunewald, Radio and Tv Director of Peerless' agency, Hicks & Greist, states that they had origi- nally planned to have a live turkey on the show but they changed their minds at the last minute.) \\ hat results have sponsors obtained from use of these shows? As always, results from a network broadcast ef- fort are hard to pinpoint. The most frequently-cited indication of results is repeat advertising — when a sponsor comes back or extends his contnn t. Ray Eichman, sales development rep- resentative, NBC TV, points out that about half of Today's 100-plus adver- tisers this year are repeats. There are, however, a few more tan- gible instances. Cameo Curtains, through Friend-Reiss Advertising, re- cently ran a schedule of participations on Home, to sell its Shir-back curtains and draperies. On one telecast, Arlene Francis devoted 15 seconds of a one- minute commercial to offering a room- ful of curtains to any two women whose names were picked from a bag. \n invitation was issued to viewers to send their names in. By the end of two weeks (the West Coast kine of the broadcast is seen a week later) a total of 20,423 names had poured in. Also on Home, a 20-second offer of a chance to receive a free Bendix Au- tomatic Ironer drew 32.000 postcards; a single offering of seeds drew over 17,000 responses; offers of pattern-. such as crocheted bags and cafe cur- 101 tains, usuallj draw 5,000-7,000 let- tars, a< i ording i" NB( I \ . both when the pattei n is offered free oi at a pi i< e. One morning on The Morning Shou . Jack Paai jusl happened to re- mark thai he'd nevei Been a picture "I Mai H\ n Monroe \\ iili hei mouth -hut had anyone else? It Beems thai some 3,850 individuals had because thai aumbei "I Monroe closed-mouth photo- ( ame in. How importanl i- merchandising Bupporl i" a participating advertiser? \l!( I \ regards it as \ itallj impor- tant, goes all oul to pro^ ide advertis- ers uiili aids such as: kinescope films made bj Garroway, Mien and Fran- cis, I" I"- used at sales meetings b\ ad- vertisers; personal appearances of these stars al Bales meetings, point-of- 6ale pieces; recordings of performers' voices i" be heard bj distributors, dealers, salesmen; promotions at the retail level consisting "I a wide arrav uf merchandising and sales material with which an advertiser can tie in with the stars and shows (they have // TRIED by a (OMAN JURY Yes, 10 of the current accounts on Bob Trebor's "DAY- BREAKER" Show have been sponsors for I or more years. Several for A\'i years on this 5-year-old show. The verdict of this 10-man jury is justified! From morning to night W'VET gets results in the Metropolitan Rochester- Western New York Market, 3rd largest in America's first State. 5000 WATTS 1280 KC BOB TREBOR IN ROCHESTER, N. Y. Represenfed Nationally by THE BOLLING COMPANY distributed -nine three million mer- chandising pie< es in < onnection n ith the I oilin Bhow alone I . NBC's Culligan states: "We attrib- ute biui li "| ..in . ommen ial su< i ess with our participating Bhows to the promotional and merchandising -u|<- porl we give the show for the benefit ol the advertiser to our interpreta- tion «il "star value" down to all Levels of an advertise] - business salesmen, distributors, dealers." CBS I \ . "ii the othei hand, lo<.k- at this question differently. The net- work savs it docs not at tlii> point give a Morning Shou sponsor merchandis- ing support because of the low cost on the show, first of all. it states, mosl advertisers do not want these aids: if the) were offered, the show would cost more and whj should an advertiser pa\ for a sen ire he ma\ not want.'' If an advertiser wishes to merchandise his use of the show, CBS will he happy to co-operate and offer a certain amount of support, but feels that an advertiser should be able to mer- chandise in the style he wants and this is best done through his own fa- cilities. These two points of \ iew actually reflect general network policies along this line. CBS maintains that what it sells i- circulation. NBC has for some- time had an extensive merchandising operation available to advertisers on all. or most of, its network shows both radio and tv. \\ here merchandising is done de- pends on a sponsor's particular cover- age. In most cases, there is flexibility here, too. Today, for instance, has four lineups from which to choose. Its national coverage embraces 54 sta- tions in the Kastern and Central time zones, and on the West Coast — San Francisco, Los Angeles and San Diego. However, an advertiser, if he wishes, m.n luiv onl) the Eastern network of 31 station-- li\ placing his participa- tion in the first hour i 7:00-8:00 a.m. I ol the show. This costs him $3,350 complete, time and program, for a one-minute commercial. The second hour of the show (8:00-9:00 a.m. I vl I is telecast on 2(1 stations in the ( entral /one in addition to the 31 sta- tions in the East, making a total of 51 -latino- [or t 1,900. The -how in the third houi i- -ecu in the Central /one only, can be bought for $2,200 per participation. I he three Wesl Coast stations earn a one-hour kine of the 8:00-9:00 a.m. portion onlv. can he bought onlv along with full lineup at the top cost of $5,500. Thus an advertiser who wants to reach the West Coasl mu-t schedule his participation in the 8:00-9:00 a.m. New ^ oik origination. I \- ol 1 January 1955, NBC TV anticipate- extending Today's coverage to foui new market-: Knoxville, I no. Seattle and Portland, Oregon. I hi- aside from Knoxville, will give advertisers more extensive Wesl Coast coverage. The four markets will add -nine $200 to current < osts. i The Horning Shou i- much like 7 '"An in it- telecast pattern: the first hour i- telecasl in the East only, the second hour in both the East and Cen- tral ana- and the third hour in the Central zone only. Coast-to-coast cov- erage on (»1 stations come- tu $4,140 per segment. The 7:(H)-8:O0 a.m. I last- em "leg" onlj of 30 -tation- costs $2, 175; both the Central and Eastern "legs which are covered simultane- ous 8:00-9:00 a.m.. cost $3,790 com- bined; and the Central "leg" onl\ of 27 stations, which receives a 9:00- 10:00 a.m. repeat broadcast from .New i ork. can lie had for about 81,800. One advertiser who made use of the sectional telecasts is R. J. Reynolds. In support of its new Win-ton cigar- ettes, it bought the Eastern leg of the show when the) had entered enough markets in the East, then expanded to the Central network when distribu- tion warranted. The Morning Shou it-elf is not tele- casl "ii the \\ est Coast hut has an ar- rangement whereby advertisers can get coverage there as well. In conjunc- tion with The Morning Shou- and at a cost .'I $350, an advertiser can buy into Panorama Pacific, a dailv 7:00- 8:00 a.m. wake-up -how seen in Los Vngeles, San Francisco and San Diego i this cost is included in the coast-to- coasl price of $4,140 mentioned above i . Home has a basic network of 56 "must buj stations and 33 optionals. The Pacific Coast -tation- carry the show on a seven-da] delay. The whole package, including a program cost per participation of S2.082.50 net. runs into about $6,400 lor a one-minute commercial. Tonight has two lineups — an East- ern segment of about 25 station- which carries the -how between 11:30 p.m. and midnight and i- available to ad- 102 SPONSOR in son Anronio, i Express-News Stations KENS-TV KENS-Radio CHANNEL 5 100,000 WATTS 680 50,000 KC. WATTS WNED BY EXPRESS ISHIN ONIO, TEXAS Henry C. Silldorft (Chairman of the Hoard) (',. V lias ford Company LIKE MOST "Newsworthy" ADVERTISING EXECUTIVES Mr. SILLDORFF'S LATEST BUSINESS PORTRAIT IS BY . . . Photographers to the Business Executive i6S Fifth lvenue,Ne* York 17 I'L 31882 \ ertisera ;it a gross • osl of 13,600 pei parti< ipation. At midnight, about 15 additional stations in the Central time /one join Tonight's network, bringing tin- total to In -tations and the gross up to $4,400 per participa- tion between 12 and 1:00 a.m. The basic buj on Pinky /.<>■ Shou i- 30 stations; aside from this, there are 42 optional stations. The I'tuil Dixon Show, which i- now being re-vamped, will run on ahout 2" stations of the I)u Mont network. Whatever markets an advertiser uses, he can general!) arrange to have local dealer cut-ins on the net show. The local cut-in plan on Today, for instance, works like this: During the last 11 seconds of the commercial, stations in markets an ad- vertiser has chosen flash the name of the local dealer, local product infor- mation or special sale events on appro- priate screens, while Garroway's voice in the background urges viewers to visit these local dealers or take note of the special information on the screen at the moment. As few* or as many sta- tions as desired on the Today lineup can be used for cut-ins. The cost for cut-ins on all 54 stations is approxi- mately $1,300 net. Both Home and Tonight make cut- ins available on a regular basi-. Ad- vertisers on The Morning Shou ma\ use them if they so desire. Whether cut-ins are used or not. it would seem that participation shows answer the tv prayers of man) an ad- vertiser with a limited budget or spe- cialized needs. Richard A. R. Pinkham. NBC TV's \ I'. in Charge of Participating Pro- grams, asserts that the participation concept is "a mighty and important development in tv broadcasting."' sets forth six main plusses of the partici- pating program: 1. It gives the sales impact of a tv show which previous!) had to he boughl in 13-week c) ties. 2. It gives the marketing and dealer prestige of a network t\ show. 3. It bas the Bexibilit) of a newspa- per which you can bu) into overnight I. Ii has a low cost-per-1,000 be- ■ ause it i- in ( !lass *'(' ' time and rea< hes an all-famil) audience. 5. It has the priceless ingredient of u selling, namel) the persona] en- dorsement ol a well-known -tar. I hi- big star can then be mer- chandised at point-of-sale. • • • CIMBELS ON THE AIR (Continued jrom page 35 J l\ -< hedule eonsists of program par- ticipation- over \\C\l -TV. One- minute e.t.'s over WIP round out the campaign. "We worked out the air schedule carefull) to get the most out of our budget, says Zimler. "We decided immediate!) wed either have to use -liort announcements at saturation fre- quenc) or run longer copy less often. We favor longer commercials, because we want to tell the complete story. Our commercials are all over one- minute long. "On tv personality show- we use li\e commercials to let the star sell his own, loyal andience. We describe the complete reupholstery process, stress quality and economy and give a phone number to call. "Sometimes the star ad libs. For example. Miss McCarthy recently had some of her own furniture re- upholstered at Gimbels. When the store took her order, they weren't tipped off in advance and gave her the same treatment as anyone else. She was delighted. W e had her describe her experience one day on her tv show. It was very effective.'" About 10 of the 15 weekl) par- ticipations are live. Films are used for participations in feature film show-. On radio lower costs permit use of saturation announcements on one sta- tion. "'We chose WO\R because we wanted to appeal to a sophisticated, quality-conscious audience that knows a bargain when it sees one. Zimler -aid. "The 20-second announcements are designed as reminder copy — we as- sume most of the people who listen to them have alread) watched the t\ com- mercial at one time or another. Run- ning the short messages often keeps the store "s name in front of the public in connection with its reupholsterj sen ice." Zimler feels that sales personnel of all four stations Gimbels uses help a lot in planning the campaigns. "In all cases," he ut to buy new furniture when we heard of Gimbels custom re- upholstcrv service. Right in our nun home . a Gimbels decorator representa- tive showed us hundreds of lovelj fabrics. . ." Each television commercial is used for about a \ear. "The fact that we have seven different introductions adds vaiietv to the basic pitch/" he sav-. To give viewers still another induce- ment t p.m.' i- noted. Each call i- re- corded "ii a separate Blip of paper. The store then phone- back to arrange a specific appointment at home. \ir advertising for other Gimbels department- and products ha- closer] followed the precedent-breaking re- upholsterv campaign pattern. Gimbels second air drive was built around a product closelj allied to re- upholstery. The slipcover campaign started in September 1953 on tv in New York. Again, this was out-of- season timing: Traditionally, the slip- cover season begins in earlv spring. I he same pattern of tv program par- ticipations supplemented by short radio announcement- i- used for slipcover advertising. Here, again, Gimbels has turned a seasonal business into a year 'round operation with copj themes like 'bring color and sparkling new stvle into vour home." Gimbels plan- to extend it- slipcover air advertising on tv into Philadelphia this coming I ebruarj . The third long-range air advertising program began just -i\ months ago, in June. The product: Gimbels Food Plan. The Plan involve- purchase ol an \mana home freezer in New ^ ork. a Ladj Jordan freezer in Philly. The purchaser gets a discount on fro/en fund I ought through the store-. The department decided to experi- ment with short announcements this time, and sat back to await results. SPONSOR . TRUTH what is the Iron Curtain anyway? It is Communism's "wall" against the healthy atmosphere of honesty that free men breathe. It is Communism's cruel and inevitably futile attempt to seal off 70,000,000 enslaved people from TRUTH that can set them free. The Iron Curtain has many faces. Poles and Hungarians look across a No-Man's Land of alarm systems, booby traps, and armed guards . . . the Czech sees a wood- land stream with forest chopped naked to accommodate watch towers and Communist-manned machine guns . . . the Romanian gazes down a quiet valley where the flowers have been replaced with electric barbed wire and the secret police tramp all day. Few captive voices reach out- side this armed wall, but many powerful voices from the Free world are reaching inside it con- stantly. Radio Free Europe is bringing new hope and courage daily to these Red-controlled millions who are our first fine of defense against Soviet aggression. RFE, broadcasting in the lan- guage of these people through their native exiles, is melting the Iron Curtain with Truth— while the Red bosses work feverishly to 'jam' RFE programs and calm their restless satellite peoples. As long as RFE keeps the Reds work- ing overtime in their own vulnerable 'back yard' — Moscow will hesitate to risk a third World War. One dollar is needed from every American to insure that Moscow won't take that risk. Your "Truth-Dollar" will work, as no dollar ever worked, for an independent American enterprise — Radio Free Europe — which is supported and operated by private citizens like yourself. To support Radio Free Europe, send your "Truth-Dollar" to Cru- sade for Freedom, c o your local postmaster. In this strategic area, a Communist police state controls the destinies of 70,000,000 people. RADIO FREE EUROPE supported by CRUSADE FOR FREEDOM AD NO. CF-106-7 x 10-100 SCREEN-MAGAZINE AD 29 NOVEMBER 1954 107 Hut there weren ( an) . \ i|iik k bw it- li wu made lo l"i parti* ipationa in programs, lull pro- gram sponsorship was begun, as well, . .' 1 1 .. Plan mure im» aiie- u itliin .1 Bhorl period. "Tin- Food Plan is a more ab- stra< i concept than reupholsterj work," Zimlei explains. "Yon Deed more time i the poinl across, t<> explain how tin- plan works ami what it- benefits are. \\ e also wanted t<> give spei ific examples oi bow you can Bave money through the i nu<| Plan. For instance, we Baj you can bu) top-grade < oflee ii iiTi a pound. Now, that really means Bomething in dollars and cents to the housew ife." Food Plan commercials also include a phone number to call and a giveaua\ tli.it ties in with the product a frozen food recipe book. \ Itri the sw itch was made from one- minute messages to longer commercials, results kept pace with the reupholstery and -1 i | »< < >\ *■ r ~uccess. Gimhels Food Plan toda) is probably the largest such operation in the country. Plan mem- berships and freezer sales jumped 300' after air advertising began. The current Food Plan air schedule includes three movies a week over WPIY WATV and WRCA-TV. The New York radio schedule consists of 15-minute WQXR music show-. Other Gimbels air efforts have in- i Imled promotion of specials items like a Play Jim for children. Only one New York furniture store, Sachs Quality, has its own tv show, The Decorator's Workshop, over WPIX. It also uses radio consistenth . Although nn New York department store is now using radio or tv regu- larly, a few have run short-term tests drives on special items, or have used the air for special storewide promo- tion-. Department -tnres collective!) made a big splash on the air during the New ^mk aewspaper -trike last December "\\ bat happened on the aii when N.Y.( . newspapers went on strike," 28 I ii ■■ ember 19 Foi man) Btores, this promotion marked the first time the air media bad ever been used foi illle. I -ell. < rimbels, John \\ annamaker, Ma< j "-. Heain'-. Bloomingdale's. \brahara \ Straus, Ludwig Baumann S Spears, ^.ik- Fifth \\enue. Peck & Peck and tailored Woman all used radio and nr l\ illll in- the -tl ike. • * • COLOR TV DICTIONARY i Continued from page 47 i FUGITIVE COLORS Colors lacking in permanence. This usually refers to fading pigments. FULL COLOR A color of great purity, strength and intensity. GRAYISH Lacking in purity or inten- sity of color; of weak chroma; neutral. HUE A general term used to distin- guish one color from another, as a red hue, an orange hue, a yellow hue. It is often used as a synonym for the word "color," as in the rainbow of many hues. IMAGERY Images taken collectively or the imaging process in general. INTENSE Vivid, strong or full color. IRRADIATION An optical illusion by which a bright object against a dark background tends to appear larger than it actually is. JUXTAPOSITION The placement of colors side by side or close together. Complementary colors such as orange and blue in juxtaposition accentuate each other, especially when the cool color is darkened. KEY, KEYED Terms applied to the color value of a painting. If the val- ues are light or bright, the painting is said to be in a high key; if the color values are dull or dark, the painting is described as being in a low key. "Key color" is also used to refer to a domi- nant color, one that predominates in a color scheme. LUMINANCE i See Brightness.) MEDIUM VALUE A color approximate- ly midway between a light and a dark color, such as bluebird, "a medium blue." MONOCHROMATIC A term applied when one color is combined with dif- ferent tints or shades of that color. A gradation of one color. MONOCHROME The transmission of a tv signal which can be reproduced in gradations of a single color only, such as the original tv pictures which were black-and-white. MONOCHROME TRANSMISSION The transmission of television signals which can be reproduced in gradations of a single color only. NEUTRAL A dull or grayed color. In value scale, neutral gray is of medium value between light and dark and is neither a cool nor a warm gray. NEUTRALIZING HARMONY Produced by adding a little gray to any two or more colors to make certain hues re- cede and to achieve a subtle harmony. It is also produced by an admixture of complementary colors. NON-COMPATIBLE Any color tv sys- tem which cannot be received in black- and-white on existing receivers (usu- ally used referring to the original field sequential color tv system). N.T.S.C. National Television Systems Committee. An association of engineers and scientists from RCA, NBC, Philco, Sylvania, GE and Motorola who advo- cated the current compatible color television system. NUANCE A small gradation or slight degree of difference in color. The pig- ment Indian red is a brownish-red with a purple nuance. Compare cast, tinge. OPAQUE Having the quality of not permitting light to pass through, or cannot be seen through; opposed to transparent. PALE Having a light value of color; lacking in intensity, as orchid, a pale tint of purplish-violet. PRIMARY COLORS Three colors, red, green and blue, whose normal stimuli when mixed additively in proper pro- portions are capable of yielding colors of all hues. The complementary colors are blue-green, magenta and yellow. RECEDING COLORS Hues that give an illusion of being distant or relatively far from the observer. In painting, tones are made to recede by adding blue and making them lighter in value. SATURATION Degree of purity, free- dom from dilution with white. That quality which distinguishes strong col- ors from pale colors of the same hue; as red from pink. SCENIC EFFECTS SPECIAL DEVICES The unusual and convincing effects of fall- ing leaves, fire, fog, cloud, smoke, ocean achieved by scenes painted on mica incorporated into a rotating de- vice which provides the desired illu- sion as it is released through a pro- jection machine. SECONDARY COLORS A combination of any two primary colors in equal proportion. In pigments, for instance, primaries blue and yellow when com- bined produce green, a secondary color. i Please turn to page 1 12 i RADIO & TV PERSONNEL We screen New York* vent source of qualified personnel; lake the guesswork out of hir- ing for stations anywhere. Tell us your needs, we do the rest) right at our fmgtrtipt + for you.' ' CAREER BUILDERS Agency . Mar/orie Willy, Dir»cror, Radio-TV Div. i 35 West 53rd St., New York 19 • PL 7-6385 TniTijBTii>iMrrnrriBwraM 108 SPONSOR / S~" n® / ~. - 0 IN-.. .kc Tliis is the land of 'OT^ • • •• UTTre| V «» /_. NnJ 1 \_ x ^X^ ■- m W — i^» ^ j L s ' • "1 MAP SMUW1NC EXTENT or PKCDICTEO FIELD INTENSITY CONTOURS ros WBAT-TV CHANNEL I - IOC K« ■«)! FEET (.KfF.NBAI WL3CONSH. APRIL, iw» . U U !■« WISCONSIN'S MOST^/.m. '-<= 4 //STATION lOO.Ooo HAYDN R EVANS, Gen. Mgr. — Rep.. WEED TELEVISION 29 NOVEMBER 1954 109 I t-^fcV to spot iio and television stations, did you ever eon the general and radio/tv advertising publication A recent network survey of trade paper readf ship listed 16, and there were more. Some of these are pi pointed to newspaper and magazine buying, some to even broad idvertising fields, some to station readership, some to she business, some (like sponsor) to broadcast-mind< agencies and advertisers. Some arei pinpointed at a : V, ' 4- 1.1 ■ \ -^- > ..» B ut EX . ■ .,' > : pinpointed publications get the regular reader^ the thorough readership, and the loyal readers! Ttisers vearn for. The big problem that faces a trade pa{ publisher today is to turn out a book that's preferrd wading with the one segment of his indus that's important to hi '.' & How to accomplish this is no mean problem. Aim gets more reading matter than he can handle, lyp the agency account executive who gets eight magazines takes home two, skims two, and periodi* I when the pile in his office gets too high ) turns tl others over to his secretary to dispose of as she sees f 1 POXSOR the magazine radio and tv adve*- Write for th lied ads: (1) "Why is a trade paper like a teli necessary is trade paper advertising?" (3) "How much should a station invest in trade paper space?" SHADE a term Often used loosely in i] description. A deep or dark val- ir color The word implies dark- er dimness ol illumination; refers :iy darkened hue, such as navy blue. SHEEN A faint lustre as if from re- such as that produced by metallic bronze powders and evident on certain metals, such as bronze, zinc. SIMULTANEOUS CONTRAST The opti- cal effect by which colors are influ- enced in hue by adjacent colors, each imparting to its neighbor somethiiv; of its own complement. Striking color contrasts are produced by using com- plements in juxtaposition. STRONG A term used for full, intense color; also referring to the coloring strength of a piement. TACHISTOSCOPE Any of the various instruments for the presentation of visual stimuli such as a picture, word or group of symbols. TELEVISION BROADCAST BAND The frequencies in the band extending from 54 to 890 megacycles which are assign- **-'- / SANT« pARTY lh*ISTiua. *fo'y of CI,.:_.AY EV£r ed,f°rialj ■AL io-Jr of <*» /.•:;v.Mcu. 5 by ~~:ri HlRA{ Hi* crEa world\ CHRIST hand j b( CHORu *h< **J °»ed SES arols) ^z^uNr TIMesicna id THE »orld.w. Ch VORLD ""'""^l ent:r**t;Q: *nd one. Prom„re-** J*?ciDCAeST MUSIC, INC. NIWYORK . CHICAGO . HOUYWOOD 112 able to television broadcast stations. These frequencies are 54 to 72 mega- cycles I Channels 2 through 4 ) , 76 to 88 megacycles (Channels 5 and 6). 174 to 216 megacycles (Channels 7 through 13 1 and 470 to 890 mega- cycles (Channels 14 through 83 >. TELEVISION CHANNEL A band of fre- quencies six megacycles wide in the television broadcast band and desig- nated either by number or by the ex- treme lower and upper frequencies. TELEVISION STATION A station trans- mitting simultaneous sight and sound signals intended to be received by the general public. TRI-GUN TUBE The first acceptable receiving tube used for compatible col- or tv system. The tri-gun tube repro- duces the colors red, blue and green. TEXTURE The grain or peculiar char- acter of a surface to be painted; some surfaces are rough and pebbly, others smooth. Also, the effect obtained by certain methods of pigment, applica- tion to represent a stuccoed wall, a piece of velvet. TINGE The slight trace of color, al- tering another color or permeating that which is otherwise colorless. TINTS Colors made lighter by the ad- dition of white, as a tint of yellow or a tint of yellow tone. All colors can be tinted except white. TONE An intermediate hue. A gener- alized term often alluding to any color not easily identified as a simple tint or shade. A degree of color in the value scale, especially referring to slightly neutralized or medium hues, such as American Beauty, a medium "tone" of purplish-red. To "tone down" a color is to subdue it or reduce its intensity. UNDERTONE Specifically, a color upon which other colors have been imposed and which is seen through them, modi- fying their effect, as in three-color printing. This term is occasionally used as a synonym for cast. VALUE A term used to distinguish light, pale colors from dark ones. For example, navy blue is a dark "value" of blue, whereas sky blue is a light val- ue. Light values are known as tints while dark values are called shades. WARM COLORS Any hues in which red-orange predominates. The term "warm" is applied to these hues not only because of their association with heat, sunshine and fire but because they are actually warm, as can be dem- onstrated by a very sensitive ther- mometer. *** SPONSOR {Continued from page 2(> i or twice, or even three times. But comes a point where unless you're giving away bigger, flashier dishes, they'll go back to watching the shows they like. "And even in connection with good show," said the pro- ducer, "there's such a thing as over-promoting the product." "Oh, you're going into the kick about the spectaculars again," said the distributor. "That's exactly where I'm going into," the producer stated firmly. "Viewed as above-average solid entertainment those first several NBC and CBS spectaculars were fine shows. Nor- mally the audiences would have been delighted with them. But there was so much advance ballyhoo, so fantastic a job of exploitation, publicity and promotion that the shows them- selves just couldn't live up to the billing." I was strongly inclined to agree, and recalled to the boys a piece of publicity in connection with the Betty Hutton "Satins and Spurs," which I'd never seen pulled off previ- ously. Somebody in the NBC press department had per- suaded the New York World Telegram & Sun's Marie Torre (a very bright gal) to attend a dress rehearsal of the show, and to write a review off it, based on the dress. Miss Torre did an all-out rave. I know that she, for one, built me up to the point where the show was considerably more of a let- down to me, as a viewer, than it would otherwise have been. Speaking of spectaculars, you may recall that some weeks back I suggested that one of the networks do an all-out spec- tacular on the subject of juvenile delinquency. I proposed that perhaps a new novel called "The Blackboard Jungle," might be the vehicle for such a spectacular dramatic show. Just in case some tv fellow is getting around to considering that suggestion, I feel it my duty to point out that the book has been grabbed for motion pictures by MGM, and that Robert Whitehead is going to produce it for presentation as a Broadway play. I suppose, at this point, it would be ex- tremely difficult to make a tv deal for the work. And I do want to say, I told you so. • • • Letters to Joe Csida tire welcomed Do you always agree with the opinions Joe Csida expresses in "Sponsor Backstage"? Joe and the editors of SPON- SOR would be happy to receive and print comments from readers. Address Joe Csida, c.'o sponsor. 40 E. 49 St. DES MOINES RADIO KRNT BASIC CBS YOUR ALL-TIME BIG-TIME BUY WHOPPING HOOPERS * * MORNING 48.8% AFTERNOON 50.4% EVENING 41.8% SURE YOU'RE RIGHT— YOU'RE ALWAYS RIGHT WHEN YOU HAVE ON YOUR LIST THE STATION WITH THE FABULOUS PERSONALITIES AND THE ASTRONOMICAL HOOPERS More Facts — Call Katz 29 NOVEMBER 1954 113 I RATINGS MUDDLE I ( ontinued from page 33 • defense, «r plaj along with tin- guj who gives n~ the mosf butterfat in the milk." One technique which is some- times used is to subscribe to all tin* rating services. I hen jrou check to see which -ci \ i< «• rates youi availabilities highest. Lists "I availabilities are pre- pared, broken down bj rating services. I inally, salesmen call on agencies and offer availabilities according to the par- ti, nl. ir measurement service the agencj i- known to prefer, thus improving theii « li.in es foi ;i -ale. Q. What are some of the com- mon industry criticisms of the rat- ing services? A. Experts in research — those with thousands of hours behind them of an- alyzing a wide range of radio-ti audi- ence data will tell you that there is no "perfect rating service in opera- tion now. and no certainh that any or all ol the rating services are entire- l\ valid. There are fault- major or minor to one degree or another in all of the rating servi es and their meth- od-. I he faults are no secret. During sponsor's two-yeai /// Me- dia Evaluation Study, the research How to Get Network Quality in a Local Show The Krick TV Weather Show is a big, bold, new idea in Television Weathercasts. The format is tested and proved . . . aimed at giving your clients the highest audience impact ... on a local basis. With the Krick Show you take full advantage of local interest in local weather delivered by local talent. And yet you control the basic pattern of the package. We've all seen program ideas that are big in Boston, and go over like a bag of cement in Boise. Not so with the Krick Show because one thing we can be sure of is everyone's interest in weather. How to wring sales out of a cloud OR . . . There's no weather show like the Krick Weather Show CAPSULED Highlights: Time-flexible format... 5, 10 or 15 minute segments; not just tomorrow's weather, but the next 7 days, as well; "Weather Sweepstakes," exciting new audience participation game; Farm and Garden weather. There's more, lots more. Exclusive market availabilities are becoming limited. Pro- tect your clients' interest and get the full story TODAY. TWX, dv 40: PHONE RAce 2-3891 WRITE OR WIRE IRVING P. KRICK Meteorological Consultant, Inc. 460 South Broadway, Denver 9, Colorado chief of one of the nation's five lead- ing ad agencies, lor example, stated: "I doubt Hooper can mix the V ', of his sample as multi-set radio homes in his 114 SPONSOR national radio measurements. Yet the recent Advertising Research Founda- tion study by Alfred Politz for the four networks and BAB found that the multi-set average in the I .S. is 66' ! . not 45%. 2 Television : It used to be relative- ly eas\ to measure tv ; there wasn't much of it. But today better than six out of 10 U.S. households are tv- equipped, and there's a trend on to- ward multi-set tv homes. Tv isn't con- fined, in the case of many high-pow- ered stations, to metropolitan areas. "Out-of-town" tv viewing is largely missed by tv measurements made in metropolitan areas. And tv is still in a state of varying competition. In one market, there may be seven stations and a fight for audience. In another, there may be only two or three sta- tions. This, too, makes the problems of analyzing tv ratings more complex. Q. Are radio and tv the only ad media plagued by audience mea- surement problems? A. No indeed. Researchers often point out that many of the rating hassles grow out of the fact that radio-tv are the best mea- sured of all advertising media. "What can print media show that is comparable?'' the research v.p. of a Radio City-area agency asked. "Print media still does most of its pitching on the basis of ABC figures, which show raw circulation and noth- ing more. That's like trying to judge radio and tv programs on the basis of how many working sets are in a sta- tion or network's engineering cover- age. Once you get into the print field of readership studies — and I mean measurements of recognition by Gal- up & Robinson, Readex, or Starch — you get into the same arguments you find in broadcasting. When magazines start stretching Starch readership fig- ures to a magazine's projected 'entire audience' to get a 'total readership' for an ad you leave yourself wide open for trouble. "If there's less confusion in print media generally, or in am other form of audience measurement in advertis- ing, it's only because there's far less research done by both buyer and seller." It's interesting to note, moreover, that when admen were being polled to find out what they would like to have the Advertising Research Foundation tackle as industry projects two seasons ago, the first choice was a study of print readership measurement. Radio- U measurement rated a second choice. Q. What are some of the com- mon misuses of ratings data which an industry educational program might avoid? A. Here are a number of common ratings pillalls. as cited to si'onsois l>\ veteran research executives: 1. Over-use of ratings as an inflexi- ble buying or evaluation yardstick. In spot buying, a lew major clients have long used certain ratings levels or their by-product, cost-per-1,000, as yardsticks. The general idea is to get standardization in spot buying, par- ticularly if the client has several agen- cies handling various product lines. This is a useful procedure, but only up to a point. Many times, in order to get the magical cost-per-1,000 figures "uii- projectable" radio or tv ratings are projected to a station's coverage area or measured circulation. This is a mathematical fallacy, researchers state, that can easily result in shortchanging many excellent spot availabilities. At the national level, some big radio- tv clients have yet to break the habit of using a program rating alone to judge how well their network radio or tv pro- grams are doing, or what represents a good program buy. Ratings which represent the percentage of radio or tv homes a program reaches are only part of what a sponsor needs to do a thorough job. Veteran program buy- ers say that to set a minimum level of national rating as being acceptable is misleading. Sponsors should consider everything from audience composition to the strength of competing programs in evaluating shows on a network basis. 2. Failure to realize the mathemati- cal shortcomings of rating services when making judgments based on ratings. No rating service provides rating figures which are 100% accurate. All have a "probable error." Nevertheless, sponsors sometimes charge ahead with decisions without remembering the shortcomings of rat- ings. A good example can be found in some of the client-agency hassles that have taken place in recent years over shows that are in the "Top Ten" on rating lists. Pointed out a v.p. of a New York agency : "We often find our- selves called on the carpet if a spon- - show drops from fourth to fifth place in the rating hats. Actually, the drop ma) be onl\ Iwo or three-tenth- "l .i single rating point. I bis is well w iihin the limits oi probable error. He maj actuallj have gained slightly, foi all he know-. But still he will demand an explanation for the fact thai his show i- 'slipping'." 3. Lse of rating data by unskilled admen in ways for which (he ratings were never intended to be used. Ratings, after all. are number-. \ml. some admen reason, numbers can be added and subtracted, multiplied or di- vided. 'Ibis is far from true in the analysis of rating data. One of the most common examples of this type of misuse can be found among admen who start projecting the first set ol rating figures they can get their hands on after a program has been aired. They fail to realize that the ratings which can be produced in the shortest time are usually the least projectable. Thus ratings produced quick!) in a few major metropolitan areas, usually b) telephone checkups or recall inten iews in random samples, can not be projected to the tolal i lum- ber of radio or tv homes in the nation. Even greater fallacies in judgment can result from deriving cost-per-1,000 based on the above process. They're almost invariabl) far too high. Other misuses revolve around home- made "combinations" of ratings or audience data. Admen will sometimes take a rating from one service, add an out-of-home listening factor from an- other, project this against a total homes figure I even if the rating is unpro- jectablel and then multiph the "homes" calculation with audience composition figures derived from a third service. At this point, the mathe- matical chances of coming up with a correct answer are verv. very small. 4. Comparisons between the rating figures of different rating services. This is a fairly common misuse, par- ticularly among admen who collect rating data on their program or pro- grams the way a small boy collects stamps. For one thing, it proves pre- cisely nothing. The fact that vour show rates highly in one service, and at lower levels in others is not proof that uii your show is erratic and (b) that all rating services are wrong. In fact, it is from these comparisons of ratings — made in different ways among differing samples of the radio- 29 NOVEMBER 1954 115 u ludiem e thai a greal deal ol the iresenl confusion in the minds of ad- men steins. ). Reliant <■ <>n ratings which pri- marily BhoM audience Bize, while over- looking other by-products and qualita- tive Factors of these ratings. \ common example: In tlie summei - time, sponsors have been known to hop on the necks of their agencies because the rating has slipped. But, the spon- sor maj well 1"- ignoring the fact that his "share of audience" has remained the same, or even increased. In such i . ase, .1 lower rating is merel) part ol the mild slack-off in the summer month-: the program i> still pulling it- usual share of the air audience. Othei Bponsors, as mentioned earlier in this report, will sometimes overlook important factor- such as viewers-per- -et. audience composition, income lev- els of audience, and whether or not ratings on a minute-by-minute or pro- gram segment basis show that a pro- gram builds or loses its audience regu- larlv. *** 49TH & MADISON {Continued from page 15) The importance of the subject matter i- reflected in the prominent position and space given. However, you have overlooked the importance of the local angle . . . The article states "appears to be turning towards a downward trend. ' I think it would have been better to have determined the actual trend he- fore w riling the article. Also, "to all appearances this year's billings will end up somewhere be- tween minus 5% and level with last year." Again. I think the article should have been delayed until some more specific information was available and not base it on "appearances/' The mi- ssion seems that a "possible" dif- ference ol •>'< and ">', -pells the doom of radio. \l-o. "some 30 odd broad< a-ters and advertising people were inter- viewed in. hiding most ol the top reps." $60.00 INVESTMENT SOLD SI. 500.00 in floor covering via ALL-NEGRO WSOK NASHVILLE, TENNESSEE How man) in each group? In which cities are the broadcasters that were interviewed? Who from Buffalo? I think this i- a llim-\ base upon which to base predictions of such importance. Also, "co-op monej ^eis the local i ate." This i- not fair to those -ta- lion- that have the same rate for na- tional and local business. \l-o. "to attract new business the stations have been revising their rate cards" the inference of which is that all stations have made a downward revision of all rates. This all-inclusive statement is not fair to those Btations which have raised rates in the past two vears. Also, on the "SPONSOR Speaks" page [136] is the heading. "What's wrong with spot radio?" I consider this all- inclusive statement has a negative con- notation and is not fair to those of us who have found nothing wrong with radio. The article in no way reflects condi- tions, for example, at W F.BR, which probably exist at a number of other -tations. For the last 25 years, each vear's billing has greatly exceeded the previous year. So far this year, we are about 15' i ahead of last vear which was the best of all 25 years. We are now serving 33 different lines of business who have used our facili- ties without interruption from two to 25 years. Seventy percent of our an- nual volume is from clients who are renewing their agreements. Both na- tional and local billings are the best ever. With these conditions you will agree that we find nothing wrong with radio. In view of the above, I feel that it would not only be equitable but also enlightening to have a companion ar- ticle covering the viewpoint of the local stations. Some of the national agencies now recognize what has been done locally. If more of the boys would leave the Ivory Towers of Mad- ison Avenue and get into the field. the\ would have knowledge of condi- tions that are different than most ot them assume exist Our national billings are at an all- time high- as are our local billings. We have onl) so much for sale and whai i- sold national!) cannot be sold locall) and vice versa. It is al-o in- teresting to note that even with this itl) increased \ olume, in 195 1, we gave time and facilities lor public ser- vice having a card value ol over $65,- ()!)(). The same will undoubted!) exist in 1955. Likewise, it is interesting to note that our volume was not achieved through double sporting. I Might be a good idea for vour organization to make a studv of this double-spotting situation. • ^ our article also states that a lot of monev ha- gone into tv that nonnallv would have gone into radio. Thi- i- no doubt true for the field as a whole. However, it does not applv at WfcBR and you again overlook the local -it- uations. As a matter of fact, we have had the experience of tv helping ra- dio. Two problem- confront tv: costs and good talent. I am not against tv — as a matter of fact, will readily ad- mit that when the visual and aural are combined, great potentialit) i- present. However, tv will not solve all problems and it will not pay out for all who use it. An organization in Buffalo used tv from the beginning and got satisfactory results — even from 10-year-old films. Having started in it. thev were reluctant to give it up. even though co-ts increased for the second and third \ears. They were spending well into five figures and with a variety of representation and consistency that gave tv a fair trial. After the glamor had worn off and the practical yardstick of values ap- plied I which is so often overlooked in the purchase of tv i it was found that tv was not paving out. Now. here is where tv helped radio. Tv educated this client to spend more than ever before. And the total spent on tv i- now going — you can «uess where — in- to radio — with more than half of the appropriation allocated to u>. Thanks again for the article which proves to me. if nothing else, how well we have done. However. I think you will agree that it does emphasize the need for a companion article covering local conditions. . . . William Doerr General Manager II F.BR. Buffalo 116 FARM TV 1 wonder if you have any informa- tion regarding farm programing b) tv station-, success stories or lists of farm advertisers using such programing. \uR\l ClSSNA Isst. \igr. & Sales Dir. li 111 . Bloomington • SPONSOR*! 1954 I .irni Radio and T> >rr- lion, in the 1 Nn\oinl»rr 1 *>.■» I laatte, contain* up-to-date Information on firm lelevtatea. SPONSOR The American Society of Composers, Authors and Publishers takes pride in announcing "ASCAP Music on Records— Your Program Guide." Designed to assist broadcasters in building better and more inter- esting programs for their listening audience, this listing of the finest music in the ASCAP repertory will be distributed to all the Society's licensees on a regular monthly basis. Each issue will bring to your program director a new category of music chosen for timeliness, interest and variety, including such features as Holiday Hits— Seasonal Music— Music About Cities and Places, etc. The release will contain the title of each composition, its composers and publisher, the record company and catalog number, and other per- tinent information. Watch for your copy of "ASCAP Music on Records." AMERICAN SOCIETY OF COMPOSERS, AUTHORS AND PUBLISHERS 575 MADISON AVENUE, NEW YORK 22, N. Y. S. S. PIERCE i ontinued from page 1 1 ' than competitive brand-. In addition, main Pier< e produi t-. 1 i W« - expensive fancy-food baskets, are designed as i nil, i ~. a- | >r «-\ iously mentioned, are -ii i' ih foi male consumption. Pierce therefore m anted a show thai would appeal to a sophisticated, uppei i n< cine audience of men and women. I,, ensure reaching (lii- mixed audi- ence, Cabot scheduled the program in the earl) morning, when both men and women are available tt the show's pull, it also make- special offers from time to time 01 er the air. Recently, for example, it offered a free copy of Epicure, a booklet con- taining unusual recipes and a list of selected Pierce product-, plu- an un- described "surprise." The offer was mentioned on six hroadca-t-. drew over 3.1)00 requests from as far away as Maryland and Canada. (The "surprise." incidentally, was a coupon for a one-pound tin of S. S. Pierce Red Label Coffee, worth SI. 35. provided the bearer purchased - worth of Pierce brand foods in an\ of the company's retail stores.) Another test, made last summer, in- volved a four-pound tin of pre-cooked chicken. The chicken was offered at SI. 62 a tin in three announcements. (Regular price: $1.72). Sales of 1,250 tins of chicken — or $2,025 in sales — were directly traceable to the radio promotion. Pierce executives feel results like these are justification enough for con- tinuing the radio program, now in it- third year for the company. Pierce is reluctant to divulge Boston area sales figures today compared with figures before the show was bought, hut does say there has been a steadv increase over the two-year span. The 1953 nationwide sales figure was about (30 million. Because Pierce foods tend to cost more than other brands, commercials particularly stress the time-saving as- pects of using pre-cooked foods and the money saved bceause there is no wa-te. Phrase- like "all cooked and parked.'" ""packed in it- own delicious gravy-making broth." "you save a Ion:;, hot cooking job, too. and "quick-meal specialties" are frequent- ly used. Commercials on Pierce"- Epicure magazine usually lead off vvith a gour- met recipe celery -luffed with Roque- fort i heese, for example then men- lion other tips < ontained in the hook- let, like instructions on serving wine Pier e's free express and pan <■! posl service to points outside Greater Bos- ton i- also mentioned often. Probably the best known of its spe- cial -er\i>e- i- Pierces weekly tele- phone contact program. Over 100 full-time Pierce employees telephone about 18,000 customers in the Boston area each week. Mo-t of the calls in- volve regular customer-, hut some are made to li-ts of new prospects. A good number of names on the "new prospect li-t mav be persons who re -pond to a special radio test offer. If an old customer is involved, the Pierce phone contact man makes the call at a prearranged time, the same time each week, so that the person <(pines to expect and welcome it. The Pierce man generally starts off with some chit-chat about the customer's family (detailed index cards refresh his memory i. then mentions one or two weekly special-. Most of those on the telephone list prefer to do their shopping this way, so the salesman usually takes an order for a week's grocery supply. Phone conversations with new cus- tomers or prospects include an expla- nation of how Pierce operates and an offer to send them "This Week at S. S. Pierce." a pamphlet, which list* spe- cial value-, highlights seasonal items. Other Pierce services mentioned in the radio commercials include: 1. Call-out service. Pierce delivers orders to anyone phoning in, provided they are over a certain minimum expenditure. 2. Call-in service. Pierce will make up an order when a customer calls in and have it ready to be picked up at the customer- convenience. 3. Bottle disposal service. Company trucks pick up and deliver bottles: customer gets refund without ever v isiting a -tore. Boston residents who summei at their country home- or take yacht (ri|>> can write in orders, have them delivered to points within a certain distance from lioston. Pierce backs up it- radio schedule in the New England area with 52- week advertising in over 15 news- papers. One national magazine, The \eu Yorker, is used each month to promote S. S. Pierce brand liquors. The S, S. Pierce Co. was founded in 1831 by Samuel S. Pier< e. \ third generation member of the family, Wal- worth Pierce, is now chairman of the hoard. • * * 118 SPONSOR ROUND-UP {Continued front page 69) cided to make the most of the oppor- tunity and urged an all-out write-in campaign for "Coffeehead. " He sug- gested that since the job apparently required no ability and on work, Lar- sen was eminently qualified for it and that it might be just the thing to get him off the air. Asked to comment on his election to surveyor, all Larsen would say was. "My surveys show most people listen to WEMP." William M. Savitt, president of WCCC and Savitt, Inc. (retail store), both in Hartford, Conn., received this year's "Outstanding Boss" award of the Greater Hartford Junior Chamber of Commerce. Savitt was cited for "his progress from a one-man store 35 years ago to a store of 30 em- ployees in his own building in down- town Hartford, with tremendous retail sales today, and an additional 15 em- ployees at radio station WCCC; his progressive and humane employee re- lations and many community contri- butions have placed him in the highest regard of his business associates, em- ployees and the community." * * • The latest promotion from RCA Re- corded Program Services resembles a motion picture fan magazine. The 20- page booklet, magazine size, contains stills from "Movie Classics" being dis- tributed by Recorded Program Serv- ices. Each feature film described in the booklet is listed with il> cast, play- ing time, reprints of reviews the film received when it was first issued and other data. « * » KMBC-TV, Kansas City . is due to switch to its higher power ol 316 kw transmitting from its newly -completed 1,023-foot tower about the middle of this month. Tower construction un- begun 12 September and, when this fe picture was taken on 28 October, was nearly completed. Final coaxial cables have since been under installation be- tween the antenna at top of the tower and RCA color transmitter on the ground. * * * Cross-plug announcements between radio and tv stations are becoming more common. < me oi the most re< enl deal.-. v\as made in Washington be- tween WTTG (ti I and WW DC. Com- menting on the arrangement, Ben Strouse, WW DC general manager, said, "One of the reasons \\ Win. has grown to a top spot in Washington radio is aggressive promotion. We've used other radio stations, newspapers, billboards, movie trailors, sandwich men, beautv contests, -k\ writing and what have you. Why not television?" he asks. "I even look ii it myself once in a while." # * » In \rw York, Following the cross- plug deal between WINS and WABD I tv i which was announced several weeks ago, WIM\ i tv i and WMCM announced thev would institute a sys- tem of cross-plugging talent and pro- grams of each station. The exchange promotional arrangement was de- scribed as primarily on the "person- ality" basis, with stars of each sta- tion's shows plugging stars on the other outlet. •» # * Another example of one station plugging another occurred in Pitts- burgh recentlv when the Steel City's newest radio station, WILY, saluted the city's oldest, KDKA, on KDKA's 34th birthday. WILY slotted "happy birthday" announcements to the West- inghouse station through the day. * * * A Midwest radio station has bought time on several other radio stations to promote its programs. WOW. Oma- ha, purchased time at regular card VHF CHANNEL El MANCHESTER. N H. THE BEST SIGNAL— AND LOCAL COVERAGE FROM WITHIN THE MARKET .Vine of 10 New Hampshire Counties 113,825 TV families Coverage of northern Massachusetts — Lowell, Lawrence, BarerhiU, Fitchbarg area 235,063 TV families PLUS — Coverage of south and eastern Vermont 13,200 TV families PLUS— York County, Maine...... 19,250 TV families Total PRIMARY coverage 381,338 TV families FOUR MILLION PERSONS LIVE IN THIS AREA Represented by WEED Television Corporation CsS M& ' ~-~-i &Q& CONCORD -35v^Sr*:'H -^-^ '"72" ' SER^|,GRADE A ITCHBURG i LOWELL1 £&>y '•(LYNN GRADE B, : ■ r ■ :■ ■;■-■:■<:■ -\'^. :-; :-\'-:-/y.-y':-.-: :■/■:■.-:■;■:■;■;■:■:■-■.■ 29 NOVEMBER 1954 119 on seven stations in three Btates, \\o\\ also uses L9 newspapers, movies and u commercials i" plug its rams. Radio stations on which time was bought include KWBE, I!'* ii i, e, Neb. ; KFNF, Shenandoah [owa; \\J \(-. Norfolk, Neb.; KCIM i arroll, Iowa; K.I VN, Atlantic, Iowa; k\I \Y Manhattan, Kan., and Mill. i herokee, Iowa. • • « \ cross-plug deal has been worked • ut between New "> ork City's Transit Vuthorit) and WCBS' early-morning- man Jack Sterling. The six million I. iiK suhwa) and surface transporta- tion i it It-i - will see car cards alerting the riders to tune in '"The Subwa) Sto- ry" on Sterling's show. And Sterling will discuss human interest stories of transit workers; give safety hints; tell how rider- can help solve their prob- lems and tlu»e of the transit em- ployees; gi\e bulletins on delays and interruptions ol service to alleviate waiting time and crowding at stations. * * » V booklet recounting in picture and prose the first 30 years of operation of WCCO. Minneapolis, has been sent to advertisers from Larry Haeg, gen- eral manager. Included in the booklet are pictures with autographs of the WCCO personalities who have been with the Btation over the past three decades or who Berve in an executive capacit) today. When physicians from (>u count) medical societies met in Philadelphia last month, one phase of their < (inven- tion included a session on television programing. The ph\skians were wel- comed by Rolland V. Tooke, general manager of WPTZ. In the picture Dr. James R. Whitehall, president of the Pennsylvania State Medical Society, and Dr. Dudley R. Walker, president- elect of the PSMS, listen to an expla- nation of camera technique by Calvin Jones I foreground I . WPTZ producer. Ik'DAYTONA BEACH'S fUtHOTEL A$ $ LOW AS 730 per per ton dovble OCC «**!£'; C^ INCLUDING 2 DELICIOUS MEALS Europeoa Plan alto AvaJabl* Spacious Rooms • Excellent Cuisine • Golf Course 2 Private Pools • Cabanas • Private Beach Putting Green • Intimate Cocktail Lounge • Dancing Planned Entertainment • Fisherman's Paradise. For Rtt»rvalion» A Brochure writ* or wirt Ruth Strayor, Otn. Mgr. THE HZ €* A CRAIG HOTEL formerly the Sheroton Beach Hotel DIRECTLY ON THE "WORLD'S MOST FAMOUS BEACH" San Francisco is growing in its im- portance a*- a source of national ad- vertising, according to \\1 Radio Sales Co. In announcing the opening of a San Francisco office, Stanley Spero, general sales manager of KMPC, Hollywood 1 one of AM Sales affiliated stations), -aid the Bay City alread) was an important source of revenue for hi- station as well as for \\ MCA, New York; WIND. Chicago, WTiOL, Minneapolis; k()OF. Phoenix, and k()P(). Tucson — other outlets represented b) \M Sales, ken Carey, former account execuitve f<»r kMPC. will manage the San Francisco office. SPONSOR ASKS [Continued jrom page 71 1 physical appearance and personal warmth made the role a natural one for her. Through \ears of experience in addressing groups of women across the country, she had developed an easy, friendly, but dignified manner that equipped her for formal appearances. The success of the Margaret Rudkin commercials are today well recognized among competitors in the premium bread field. They have contributed importantly to maintaining the spec- tacular rate of growth Pepperidge Farm bread has enjoyed, and suggest that advertising agencies would do well to take another look at client person- alities as salesmen for their products. SINCERITY IS THE KEYNOTE By Tyler Daiis Tr and Radio Director Doted. Red field & Johnstone. .Wir York I don't generally think that the sponsor is the best salesman of his product — ei- ther on tv or ra- dio. Rut where sincerity is the keynote and you ha\e the right kind of president or executive, then it's O.k. However, such procedure is more indicated in an institutional com- mercial than in a sell on a product. ^i ou may know that our client. Al- bert Fhlers. Jr.. president of the Ehlers Coffee C<>.. personall) appears in film commercials for the product. In this ■ ase, we feel that the genuine sinceritj 120 SPONSOR that he communicates carries it off well. To get an idea of his approach, here's what he says in one commercial : "Hello. I'm Albert Khlers, president of the Ehlers Coffee Co. Coffee flavor is our business. It has been for three generations. And we've found that when a blend of the finest coffees is "twin roasted/ the result is a rich, deep, wonderful coffee flavor. The double-rich flavor for which Ehlers Instant Coffee is famous. Whv don't you try a cup of Ehlers Instant today? If you don't agree this is the best cof- fee you've ever tasted, return the un- used portion of the jar to us and your full purchase price will be refunded." When the president of a company says that you can have your money back if his product does not live up to expectations, you know you will get it back. Such a claim is much more believable when made in this way than if an announcer would say it. Use of this commercial does not stop with spot airing on video. Twelve frames from the one-minute pitch are merchandised throughout the grocery trade by the Ehlers sales force and by mail. Therefore, the sponsor not only- handles the commercials but is a prom- inent figure in the product's merchan- dising as well. GOOD INSTITUTIONAL APPROACH By Otis W. Winegar V.P. in Charge of Copy Foote, Cone & Belding, New York I do not recom- mend using a sponsor to sell a specific product, but when you are trying to do an institutional job — as Ford and General Foods did on special an- niversary telecasts — then a person who happens to be the head of the company and can handle himself well on tv can probably do a better job in many ways than a professional announcer. He is the human symbol of what may be re- garded as a very non-human entity, enables you to think of the firm in terms of a single person. When Clarence Frances, Chairman of the Board of General Foods, ap- peared in the corporation's big anni- versary show on tv some months ago. he was most charming and outstand- ing!) good, lie was introduced at the beginning of the shov\. made a brie] lalk. and acted as the gracious host. He was completely poised, gave the feeling that here was a company that was represented by a man who seemed verj warm and friendly, yet inspired respect at the same time. When Henry Ford II appeared on the Ford show, the critics land Ii felt that he presented himself quite well. How effective a sponsor will be on the air depends on his degree of ex- perience, his background and his per- sonality. Some companies are headed li\ salesmen who m i^ lit find it easj to adjust to t\ : other- bj accountants oi corporation lawyers who are usually not prepared to go into the role of an entertainer. \ nervous, -"tiff, ill-at-ease man is not a jjood n-prex-ntalive for a company — especiall) on a coast-to- coast t\ network. It is usually out of his line for a sponsor to be a salesman on radio or tv, but if the shoe happens to fit, then he might wear it on the proper occa- sions. 29 NOVEMBER 1954 ACTION? ACTION in translating YOUR message for the largeBl Spanish speaking audience in the Great Southwest. . . . ACTION in top performance and pro duction l>\ a skilled staff of translators, directors, announcers, actors, singers .•mil musicians. . . . A C T I O N in putting VOIR product in thousands of homes in the San Antonio area. . . . WE INVITE YOU TO ASK ABOUT OUR K now bow {jo-operation! and [jn-the-beam Results Many national advertisers have success- fully invaded this profitable market im ( IB 's Buperb facilities and service. . . . them arc: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R. A. Cortez, Pres. SAN ANTONIO, TEXAS Texas' First Spanish Station i tented by Richard O'Connell, Vat'l I '■ /' ■ 40 East 49th St., New York 17, N. Y PLaza 5-9140 LOS ANGELES — SAN FRANCISCO Edward €i. firrblv uas elected chairman of the board hi the Association of National Advertisers ul its Vith annual meeting in Neu York. Edwin W. Ebel of General Foods uas elected met < hairman and Paul li. II est u as re-elected president. Cerbic suc- ceeds Ben R. Donaldson of the Ford Motor Co. Formerh ANA vice chairman and before that its treasurer, Gerbic also has been president of the Advertising (Hub of New Jersey. He joined Johnson & Johnson as a salesman in 1934; now he's v.p. of J&J in charge of merchandising and adi ertising. Georav B. Starvr. whose punhase of WXEl 1 Mm ll>.">}. page 30 > , turned to network radio to help promote the new 1955 models, just out. Olilsmolnle signed for 36 five-minute newscasts on 350 ABC Radio affiliates four nights a week; special campaign runs for three weeks. During the 1954 selling year Olds- mobile rose from 1th /. Dlt Mont's Veil York station. Previously he icas vice president in ut within a few days or weeks, the reactions will \ar\. Some research firm- have alread) indicated disagreement and inevitable there will be researchers who. while agreeing with the- objectives ol the report, will take issue on some -pe< iln s. This should find unanimous agreement, however: thai those who worked so hard in it- preparation deserve the ap- plause of the iiidu-tr\ . We WOndei if there i- another hu-i- ne— which could muster so mam bus) people fm work over a two-year peri- od, including perhaps 100 meetings. Some measure of the difficult) of the Bubjecl matter can be had from the 124 fact that the report went through seven drafts. The soon-to-be-published report sets forth general research standards for radio and tv audience size measure- ment. It does not go into the actual workings of individual research firm>. As originall) planned, the Mil- com- mittee was to produce subsequent re- port- reviewing research practices of individual firms and analyzing the data the) produce. It's to be hoped that the length of time it takes to prepare the first report will not deter the AUK from pushing forward with the orig- inall) planned subsequent reports or with othei studies of a specific nature. ( ontroUed experiments on the validit) of research method- are needed a- well. I he member- of the Mil' radio-t\ ratings re\ iew committee who worked so long are: E. L. Deckinger. chair- man. Biow : Tedd) \nderson. BBDO: Hugh M. Beville.' Jr.. NBC: Harper Carraine, CBS Radio: Donald Coyle. \I'.C: Wallace T. Drew. Grey; Jay Eliasberg, ABC: Norman Glenn. DCSS: Robert M. Hoffman, W OR. New ^ork: Gordon \. Hughes. Gen- eral Mills: Oscar Katz, CBS Televi- -ion: Howard G. Kuhn. Gompton: W illiam Millard. McCann-Erickson; Hal Miller. Biow: Richard J. Puff, MBS: Bernard Sherak. K&E; Gharle- R. Smith. WCCO, Minneapolis: G. Maxwell I le. KM-'.: Ham I). Wolfe. Colgate-Palmolive. The working committee for the re- port on standards are: G. Maxwell lie: Donald Coyle; K. L Deckinger. SPONSOR 1 BRAND NEW Christmas Gift Msstit subscription to SPONSOR. Starting at the Holiday Season and continuing throughout the new year, SPONSOR helps your recipients save time, work, trouble . . . shows them how to cash in on broadcast ad- vertising's great pulling power . . . gives them ideas they can get from no other source. 2 You give clients and prospects the "Air ad- vertising Library". At the Holiday Season, SPONSOR will send each person on your list 8 important radio or TV publications and book- lets they '11 use, refer to and thank you for over and over again. (When completing the form beiow, please specify whether you wish us to send the Radio or TV edition of the ' ' Air Advertising Library.") 3 You give a handsomely designed gift card ->'■ Christmas time. j\ct m fPttilit — m offer limited to just one station or agency in each area! drUNoUK 40 EAST 49TH STREET New York 17, N. Y. Special Holiday Rates One 1 Year Subscription $8 (your own or first gift) ^£j^p^| Each additional 1 year gift $5 Donor's Name Company Address City Zone State D Include my own subscription □ Send bill later U I enclose $ ... for ... subscriptions Gift cards to read from end gift to_ Company Address City Zone State Include □ Radio □ TV Edition of ''Air Advertising Library". W&¥ Send gift to Company Address^ City . Zone Si Include D Radio £ TV I "'Air Advcrtisi\iLr Libra' (Please type remainder of your business gift list on » separate sheet and attach). low going farthest with the mostest KMBC-TV WITH A GIANT 1,079-FOOT TOWER (above average terrain) and a 316,000-watt color-equipped RCA transmitter, KMBC-TV dwarfl every other television facility in the Heart of America. The new Channel 9 TV signal is booming strong and clear into areas never before covered by a Kansas City station. As a result, thousand: of additional new television homes are swinging to Channel 9 for the kind of programming that or KMBC-TV and the CBS-TV network can deliver. If you're aiming your advertising message at Kansas City and its rich surrounding secondary markets, KMBC-TV is far and away the best place to invest your television dollars. Your Free & Peters Colonel can give you the lowdown on the Midwest's most up-and-coming TV station Contact him for availabilities. Kansas City's Most Powerful TV Station Free & Peters, inc. Exrluht Salionat Rtpmtntaliits DON DAVIS, Vice President JOHN T. SCHILLING, Vice President & General Manager fcfAPO*^ * «. magazine radio I advertisers use ■■■■ 13 DECEMBER 1954 50< per copy* $8 per year HUDS0NRECEIVEO PULP $EC 201954 pap£1 GENERAL LIBRARY CORP. D O E S A COMPLETE JOB... SO DO HAVENS AND MARTIN, Inc. STATIONS .. .-< WMBG WCOD WTVR WTKR- yCHMONB^m? HAVENS & MARTIN INC. ~ irst television station mum power — 100,000 watts at Maximum Height — 1049 feet The Hudson Pulp & Paper Corp. owns its own woodlands and controls the complete production of its products from the logging of the wood through the pulp and paper manufacturing process until the napkins are packaged and shipped. Spending more money on advertising paper napkins than any other company in the industry, Hudson is, in turn, the world's largest manufacturer of paper napkins. The Havens and Martin Inc. stations are the only complete broadcasting institution in Richmond — WTVR(TV), WMBG(AM), WCOD(FM). These first stations of Virginia are pioneer NBC outlets specializing in manage- ment and programing. That perfect combination of experience, sincere service and program imagination continues to build large and loyal audiences in and throughout the Old Dominion State. WMBG WCOD'" WTVR First Stut ions of Virginia Havens & Martin Inc. Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. WTVR represented nationally by Blair TV, Inc. WMBG represented nationally by The Boiling Co. TV Jer Bread us dio for mom. ti rof junior Biggest errors in television selling page 36 Strauss Stores: expanding with saturation radio page 38 Radio's rarin' in Baltimore! -and the big bargain is still WITH L28,095 radio sets sold last year; only 48,3 !4 TV sets! \\ 1-T-H's audience is bigger now than ever! Ami the rates are just the same L28,095 radio sets have been added in the Baltimore area. Now — more than ever — you get a hit I'm- a little from WITH. Baltimore is a tight, compacl market. WIT II covers all you need with Top Nielsen at rates that make it possible to gel the lie [uency of impact that produces sales. (lei your Forjoe man to give you tin- whole story about VY-I-T-H and the Baltimore market. -in Baltimore TOM TINSLEY, PRESIDENT REPRESENTED BY FORJOE & COMPANY Sponsors safe in Pittsburgh Pittsburgh maneuverings Burnett has film on color tv How holidays affect tune-in Network tv sponsors fearful of being bumped off WDTV, Pittsburgh (nation's 8th market), following sale of Du Mont outlet to Westing- house can sit back. Chris Witting, Westinghouse Broadcasting chief, told SPONSOR though station would be NBC basic outlet sponsors on other webs will be protected until second vhf outlet comes in. He also pointed out that when time becomes available (assuming FCC okay of sale) NBC shows will naturally get nod. -SR- Question of second "v" in Pittsburgh is complicated. WDTV transfer removes Westinghouse from Channel 11 fight. Two remaining applicants for channel, WJAS and WWSW, may merge in bid for CBS affiliation. But CBS has asked FCC to o.k. its purchase of WSTV-TV, Steubenville, 0. , which would move transmitter-antenna site to point 3.5 miles from heart of Pittsburgh. CBS move is being fought by WJAS, as well as WTRI (tv), Albany uhfer, for unrelated reasons. Only other station in Pittsburgh is WENS, uhf outlet. -SR- Agency experimentation with color tv continues at quickening pace. Leo Burnett, Chicago, is just finishing 40-minute color film titled "Reaching for the Rainbow," which will demonstrate new color tech- niques including various film processes. Film will show results of original research in lighting for various color film processes. (For tips on using color film from commercial producers, see Sponsor Asks this issue, page 52.) -SR- Rating expectancy of tv on Christmas Eve is below normal for month of December evening viewing. New Year's eve, on other hand, gets higher than average audience. That's based on A. C. Nielsen sets-in-use figures of last year. Christmas Eve sets-in-use was 46.4% compared with average evening figure of 54.1% (from 8 p.m. to midnight). In late evening on New Year's Eve sets in use shoots up. Level is 86% over "norm" for month between 11 p.m. and 2 a.m., from 20.6% to 38.3% of homes. Pattern on "day" holidays (Xmas Day, New Year's Day, Thanksgiving, Easter) usually show above-average viewing up to 7 p.m. , below-average viewing afterwards. Average weekly cost of quarter-hour five-a-week tv news show is $17,250 John Daly News $15,000 At present, there are four quarter-hour across-the-board news programs in nighttime network tv. These programs are listed at right with their individual costs, which range from $12,500 to $22,500, average $17,250. Two of the programs are wholly bankrolled by one sponsor each — "Camel News Caravan" (with John Cameron Swayze) on NBC TV, by R. J. Reynolds; and "Morgan Beatty" on Du Mont by Miles Labs. Tide Water Oil sponsors "John Daly, News" on ABC TV three days a week, while "Douglas Edwards" on CBS TV has no less than four sponsors sharing his cost: American Home Products, American Tobacco, Avco Mfg., and Pharmaceuticals, Inc. A complete roster of all shows on the four tv networks along with costs, sponsor, agency, etc., appears in the Tv Comparagraph on page 79. Douglas Edwards News 22,500 Morgan Beatty News 12,500 Camel News Caravan 19,000 SPONSOR. Volume 8, No. 23. 13 December 1954. Published blweeklj by SPONSOR Publi atlotis Inc. Executive. Editorial. Advertising, Circulation Offices. 40 E York 17. Printed at 3110 Elm Ave., Baltimore. Md. $S a year in U.S. ?:< elsewhere. Ente ed •:* -e ier 29 Jan. 1919 at Baltimore postofflce under Act REPORT TO SPONSORS lor 13 December 1954 ARF report in Advertising Research Foundation report on radio-tv ratings scheduled mail this week to be mailed to subscribers this week. Bound volume has 88 pages detailing standards for audience measurement as set forth by 19-man committee of researchers. Next steps may include controlled experi- ments to check validity of research methods. ARF committee worked 2 years, went through 7 drafts. (See SPONSOR, 29 November page 31.) -SR- Fee tv's effect With FCC commissioners now actively discussing subscription tv, admen on advertisers are eyeing possible effects of FCC approval for pay-as-you-see on commercial television. Proponents of subscription tv have long con- tended that it would help rather than hinder commercial advertisers. One argument is subscription tv would help support secondary stations advertiser does not use regularly so they are available when needed for saturation coverage. Some few fee tv would compete with adver- tisers for sports events. But proponents say many of best events are already restricted to theatre television or available on extremely restricted basis (as in case of NCAA f ootballcasts) . -SR- New film show Colgate-Palmolive (through Ted Bates) will sponsor "The Millionaire," for Colgate new half-hour film show, starting January 1955 over CBS TV, Wednesdays 9:00-9:30 p.m. Produced for Colgate by Don Fedderson in Hollywood, new film replaces "Strike It Rich." Agency signed 5-year contract with usual cancellation clause. Show concerns millionaire, never seen on camera, who leaves $1 million to a different person or family each week. -SR- Show theme is Importance of title in pointing up mood of show is important, says important Schwerin Research Corp. Firm points out that title often reflects basic idea of show, but that show's producer will sometimes forget this. Schwerin cites examples where interest in show lags when story strays from title theme. Examples: Listeners to "This is Nora Drake" were more interested in scenes where heroine appears than where she's absent. Listeners to "Hilltop House" showed more interest in orphan- age after which show is named than in outside life of heroine. -SR- Spot radio's Most answers to sponsors' perennial question, "What is my competition cloak-and-dagger doing in spot radio and tv?", are still sought in cloak-and-dagger fashion. Agencies and clients often send questionnaires to stations or query leading reps. But attempts to break through "top secret" curtain are growing. At presstime, Jim Borest, head of Executives Radio-Tv Service ( "Factuary" ) , was readying plans to produce quarterly spot-radio report which agencies could use in making guesstimates as to opposition spot spending. -SR- WILK-TV wins Nationwide promotion contest by Lehn & Fink Products in connection promotion prize with drug firm's "Ray Bolger Show" on ABC TV was won by pretty Dorothy Albee, promotion director of WILK-TV, Wilkes-Barre , Pa. — channel 34 uhf-er. Roy E. Morgan is executive v. p. and general manager. Sta- tion spotted sponsor's products on special radio and tv shows, ran local contest, made merchandising and newspaper tie-ins, made con- sumer surveys. Second and third places: WXYZ-TV, Detroit; WMAL-TV, Washington. Contest period ran for last 2 weeks in September, drew total of 45 entries. Award was made by L&F ad manager Albert Plaut. All stations donated estimated 5103,000 in free air promotion. 2 SPONSOR WKRC-TV 316,000 watts on Channel 12 CINCINNATI, OHIO WTVN-TV 100,000 watts on Channel 6 columbus, ohio Don Chapin Mgr. New York Office, 550 Fifth Avenue Ken Church National Sales Manager REPRESENTED BY THE KATZ AGENCY 13 DECEMBER 1954 e magazine radio an advertisers use Volume 8 Number 25 13 December 1954 I ARTICLES DEPARTMENTS The top 20 air «f/«»iiri«*.s- Who are this year's agency leader; in radio and tv billings? SPONSOR lists them in order, presents highlights on the accounts they carry and their 1954 air activity. Wonder-Bread recipe: radio ior mom. tv for jr. No. I breadbaker, Continental Baking, is veteran air user, allocates 60% of budget for radio and tv. Network radio in morning reaches housewife, net tv in late afternoon aims at kids. Spot in both media give added support Seven Deadly Sins of tv commercials Graphically illustrated do-and-don't tips show sponsors several means by which they can heighten the chances of their tv commercials' success Strauss Stores: expandiny with saturation rtitlio Auto accessory chain tested radio six months ago, now devotes nearly half of $500,000 total budget to medium. Allocation is predicated on upped sales 31 34 :;« 38 TIMEBUYERS AGENCY AD LIBS 49TH & MADISON NEW & RENEW SPONSOR BACKSTAGE MR. SPONSOR, William G. Power SPONSOR ASKS NEW TV STATIONS NEW TV FILM SHOWS P. S. FILM NOTES AGENCY PROFILE, Walter Guild ROUND-UP RADIO RESULTS TV COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS WW local admen look at media University of Oklahoma study shows local advertising men have few, if any, yardsticks to gauge media effectiveness SO What buyers want in rtt€lio-tv trade ads SPONSOR interviewed important timebuyers in major ad agencies, found that the trade ad with the most appeal is one which points up a station's uniqueness rather than the one which brags 12 M/iij radio-tv "sono buoni" for Ronzoni Air media get 80% of macaroni maker's total budget, help Ronioni Ameri- canize its products. Firm's catchy slogan, used in all radio and tv commercials and in jingle, has been strong aid to remembrance of pitch / / Tv Diction€try Hitmlbook for Sponsors: Part X Taking the final lap of the journey from "T" through "Z," this tenth install nent of SPONSORS Tv Dictionary brings the work to a close fft Special effect section of Tv Dictionary The Tv Dictionary features a separate section on Special Effects, which is here presented. Among subjects covered are painting techniques in artwork, projected art titles and moving tv displays ||J COM I NC Why we like both radio and tv: Klovk II 1*1117 George Abrams, vice president of long-time air advertiser, Block Drug, details reasons behind the company's faith in broadcast use 27 Dev Spot ratlin and tv: eloak-and-dayyer media Surprisingly little is known about spot radio and tv in terms of facts and figures on client expenditures. SPONSOR will delineate what attempts are being made to throw more iight on this secretive situation 10 Editor and President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Vice President-Genl. Manager: Bernard P Vice President: Jacob A. Evans Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J. Je Associate Editor: Evelyn Konrad Department Editor: Lila Lee Seaton Assistant Editors: Joan B. Marks, Keith Trr tow, Al Zamelkani Contributing Editors: Bcb Fcerran. „ Editorial Assistant: Caryl Bindler Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Robert P. Mendels Advertising Department: Edwin D. Coor (Western Manager), Homer Griffith (Sou- west Manager), Arnold Alpert (Midwest M<- ager), John A. Kovchok (Production ager), Kathleen Murphy, Stewart Perry 1 1 Circulation Department: Evelyn Setz (Si scription Manager), Emily Cutillo, '■' Kahn, Minerva Mitchell Office Manager: Catherine Scott Readers' Service: Augusta B. Shearman Accounting Department: Eva M. Sanfo Florence Ettenberg Secretary to Publisher: Janet Whittier Published blweckls by SPONSOR PUBLICATIONS Ift combined «lili TV lltorlaJ. t'lrruUlloa. ' I Ith A Midi*. ■ 17 , N v Telephone \n Grand Ave. Pallas Office 2706 Carllilc St rboo«: B- ilulph 7381. Los Angeles Office: 6087 Sunset Boule' Phone. Hollywood 4-8089 Printing Office: 3118 « r.ltimore 11, - -'*i gt i . ar. Canada and foreign $'.*. Single coplea • B V.8.A kddrata all corresinndenra to » E 49Hi SI New > . 17 N Y Ml'mr Hill 8! i 1854. SPONSOR PUBLICATIONS INC i E don't "PICK BLIND" IN SHREVEPORT! look at KWKHs HOOPERS! Shreveport has five radio stations (and all networks), but recent Hoopers show that KWKH is by all odds the favorite station, locally. And of course KWKH's coverage story really just begins at Shreveport's City Limits! JAN.-FEE .., 1954 — SHARE OF AUDIENCE TIME KWKH STATION B STATION C STATION D STATION E MON. thru FRI. 8:00 A.M. - 12:00 Noon 38.1 19.5 6.2 16.0 19.5 MON. thru FRI. 12:00 Noon • 6:00 P.M. 44.3 21.2 9.2 6.1 19.4 SUN. thru SAT. EVE. 6:00 P.M. • 10 30 P.M. 54.6 11.2 8.5 24.0 look at KWKH'S SAMS AREA! S.A.M.S. credits KWKH with 22.3% more daytime radio homes than all other Shreveport stations combined! Costwise, KWKH delivers 89.4% more listeners-per-dollar than the next-best station in the area! KWKH A Shreveport Times Station I TEXAS SHREVEPORT, LOUISIANA 50,000 Watts • CBS Radio The Branham Co. Representatives Henry Clay General Manager Fred Watkins Commercial Manager TEXAS ARKANSAS A NEW TV SHOW TE *f A thrilling, new, half-hour musical film seriej featuring America's great all-time singing favc||t EDDY ARNOLD ... supported by a clever, tah*. Musical Notes on EDDY ARNOLD Perhaps no one singer has done more to bridge the gap between Country and Popular music than Eddy Arnold. Since his first Victor release was issued in 1945, not one of his single records has sold less than 250,000 copies, and all together they have reached the stunning total of over 30 million ! His radio programs are heard daily over more than 1,000 stations in the United States and Canada, and he has starred in his own TV series on both CBS and NBC. Eddy Arnold's trademark is a warmth and neighborly homespun quality that ingratiates him with every type of an audience. For this reason, whether he is performing at a Smoky Mountain hoedown or in a sophisticated Las Vegas supper club, Eddy has received enthusiastic acclaim. His new TV film series will be awaited by an eager, receptive public numbering in the millions. IHE PEOPLE WILL and given smart, expert production. This show mmercial! It's as close as you can come to ing you have a sure-fire TV success in advance. HDiivrr Produced and Directed by Ben Park; Executive Producer— Joseph Csida 99 "Regulars" in the Eddy Arnold Gang: betty johnson. Terrific new singing discovery. This show should be her stepping stone to stardom. HANK GARLAND and ROY WIGGINS, a sensational guitar team that heads up the musical department. the gordonaires, an exceptional quartet who have been featured on NBC's Grand Ole Opry. WE'VE GOT 'EM — Prices, brochures, audition prints, order blanks! 26 half hours now in production, ready for a January first release. Let's hear from you ! WALTER SCHWIMMER CO., 75 East Wacker Drive, Chicago 1, 111. • FRanklin 2-4392 New York Office: Ted Beil, 16 E. 41st St. • LExington 2-1791 Ask a Neighbor FOR REAL FACTS Calif orni a Vdvertisers who know Los Angeles and South- el M I lalifornia radio best buy KlilG. Regional and National adver- tisers who make their buying decisions in California know the value of K.BIG by first hand experience and results. Here are a few using the Catalina Station in 1954. Aeroshave, Vrizona Brewing Co., Barbara Ann Bread, Bernstein Sauces, Brew 102, Champale, Coca-Cola. Delawan Punch, Dietonic Beverages, I olgers Coflec, Fritos, General Motors Vcceptanct Corp., California Gold Label Beer, Ho- Maid Bread Mix, 1 B Hair Oil, Lyon Van v Storage, Macmillan Oil C i n luii- Mission Pali N i( L-Silver Batteries, North American Van Lines, Northrop Aircraft, O'Kect. i M< I ritt. Orange Julius, Pacific Telephone & 1 ele graph, Papermati Pens, Paramount Pictures, Pfaff Sewii Pioneei Watei licit Rheingold Ben. R it lilicld Oil Co., Sak- ii ii Cement, Shasta Water Co., Thrifty Drug Co., Townc-Talk, liailer Coach I reesweet, Trewax, Union Oil Co., Union Pacific Railroad. United Artists, Warner Bros., Western Hollj Stoves Wi-i inghou White king Soap, White ings, Willard Tablet Co., and Vanii yogurt. JOHN POOLE BROADCASTING CO. 6540 Sunset Blvd., Hollywood 28, Colifornia Telephone: HOIIywood 3-3205 Not Rep. Robert Meeker & Assoc Inc. / Charles L. f.eirin. i ./». in < lunge of radio-tv at \arts ot the I . S. is foul although total Tin son weather may be sunny. Won Iiii.vhVii. Wen & Reynolds, Omaha, re- 1 1 nth helped evolve a new technique tor tv saturation introductions of a new product. "II, decided on the most influential tv personality in a market, and secured her delusive services as commercial talent tor Hie participations on every ble local program." he explained. "The Strategy oj a single 'pitch woman appearing around the clock, five days a neck, paid off in unusually complete station merchandising support, secured ■ distribution, produced tine sales against competition from national brands." Agency polii ) is I" use "teams" of media special SPONSOR CASS K A ID.. The Smite on the Dial" MAKES ADVERTISERS PURR AT THE PROFITS VKHM IS FIRST N JACKSON . . . IRST IN POWER IRST IN RATINGS IRST IN NEWS IRST IN MUSIC IRST IN SPORTS SO BUY THE BEST... Jackson, Michigan Frederick A. Knorr, Pres. John O. Gilbert, Mg. Director Represented by HEADLEY-REED He's a household word in Jackson's homes. They listen to Cass and they buy what he sells! Nobody ... but NOBODY even comes close to his rating. He's tops by 3 to 1. Young or old, they all love Cass Kaid. No wonder his platter-patter is paying off for advertisers in this rich midwest market. How much jack are you getting out of Jackson? You could get more if you put Cass Kaid to work for you! WKHM— Jackson . . . WKMF— Flint . . . WK.MH — Dearborn-Detroit is the package buy that covers 77% of Michigan's entire buying power. Yet you save 10 % when you buy all 3. Highest ratings . . . because every- body likes News, Music and Sports! BUY MICHIGAN'S GOLDEN TRIANGLE! WKMH Dearborn-Detroif fi n Wenatchee — a 286 million dollar market isolated by the great stone curtain of seven to nine thousand foot mountains — natural physical barriers to other station penetration. SALES MANAGEMENT, Nov. 10th issue, will show you that of all the cities with over 20 million retail sales, Wenatchee is definitely a strong PLUS MARKET. KPQ's Wenatchee market is isolated, BUT CAPTIVE. Per capita income, 16% above national average Sales performance, 160% higher than national average in proportion to population IN OUR 25TH YEAR 5000 WATT! 560 K.C. WENATCHEE WASHINGTON REGIONAL REPRESENTATIVES Moore and Lund, Seattle, Wash. NATIONAL REPRESENTATIVES Forjoe and Co. Incorporated by Bob Foreman As a callous youth preparing, unwittingly, for the aes- thetics of television, I was subjected along with my contem- poraries to a novel entitled "Silas Marner" about which I remember two things. One was that the author was a woman named George Eliot; the other was the main gimmick of the epic being the phrase, "a little child shall lead them." \\ ith- out wishing to cause George Eliot any gyrations in her grave, may I say that the same six words might well be applied to television. You, too. may be blessed with a group of little strangers in your house who are riveted to the floor in front of the tv set and who neither acknowledge your arrival home in the evening with a glance or a word, since they cannot afford to miss even a second of the treasure trove of art and action depicted on the screen before them. You, too, may be subjected to the constant argument- about which programs to view and if you're like me. you invari- ably lose. But all is not gloom for I have found that there is some good to be derived by those of us in the business from youngsters' preferences and their expressions of interest about the fare they see in tv. Children do differ, of course, because of their educational advantage-, native intelligences, and for other reasons as well. However, I submit that then- similarities are far more pronounced and their entertainment criteria far more reliable (as far as we are concened I than the variables that are present. So, if you have as I do. a liberal sprinkling of offspring representative of all age groups and the various sexes, you've got a rather accurate built-in Audimeter — even if it i- a rather expensive one to feed, clothe and house. I am firmly convinced that, wisely used, the preferences of children can aid tremendously in the -election and direc- tion of television programing which appeals, not solely to youngsters, but to the adult populace a- well. In stating this. I am not dredging up the cliche about the average adult mind being the equivalent of a 10 year old s or whatever the age-level bruited about i-. Far from it. All I'm saving i- people are people and kid- react quicker, more simply, and these days most similarly to adult-. \nd it - far easier to find out why from them. They lack veneer, prejudice and complexity. Also, they tell the truth. Let's forget the strictly kid -how- which are built to ap- i Please turn to page 73 i SPONSOR 316L 000 WATTS keyd to the great MINNEAPOLIS and h !• 1 ALJ L market .it „ m |i liii in iin 1 i liii in i if s I ' lit i in nil i J 5115 |5!l fill! onm >»:-; ' "■■Jl-S*^ Now You Can Buy MAXIMUM COVERAGE AT MINIMUM COST KEYD-TV is "keyd" to low cost selling of this rich metropolitan and rural market — a 62 county area of over 480,000 TV families, including large cities and suburbs, prosperous towns, and most of Minnesota's richest farming area. Minneapolis- St. Paul's new 316,000 watt Channel 9 station, will begin telecasting on January 9th. KEYD- TV will have Dumont network, augmented by top films and news and sports programs "keyd" to local interest. A complete RCA installation, the newest, most modern drive-in studios, com- plete remote equipment, and a maximum power transmitter, located in the Foshay Tower, will assure the best in TV production and reception. ■ i :: ■*M i i o n January 9 the Upper Midwest will be tuning to... i. Ask Your H-R Representative About KEYD-TV's "incentive" Rates. PULSE October 8-14, 1954 HOOPER . . . October 13-19, 1954 ARB October 21-27, 1954 As in past surveys, this recent vote of overwhelming viewer-preference is not confined to a few network shows but embraces the entire WKY-TV program schedule of local live, film and network shows! I OSHO \ I ate on THE NATION'S FIRST COLOR TELEVISION STATION Cbntuwinq Dominance/ TOff-TV /NED AND OPERATED BY THE OKLAHOMA PUBLISHING CO. DAILY OKLAHOMAN • OKLAHOMA CI7Y TIMES • THE FARMER-STOCKMAN Htk RADIO • REPRESENTED BY THt KATZ AGENCY, INC. OKLAHOMA CITY WTHI-TV Channel 10 is the ONLY station with complete coverage of the Greater Wabash Valley • One of the Mid-west's most prosperous indus- trial and agricultural markets • $714,500,000 Retail Sales in year '53-'54 • Blanketed ONLY by WTHI-TVe 316,000 watt signal • 227,000 Homes (147.000 TV homes) 118,000 UNDUPLICATED WTHI-CBS TV HOMES! WTHI-TV CHANNEL 10 TERRE HAUTE, IND. 316.000 WatU Represented nationally by: Tha Belling Co. Sen ) ork a Chicago- l\ lreJ/ fial MADISON sponsor invites letters to th< editor. Address 40 E. 19 8U, New York 17. BALL OF WAX I was delighted with youi November 15 issue, which seemed (as usual) to be might) solid stuff. The onl) excep- tion was a giddj section beginning on page 38, and continuing into the hack ill the magazine. M\ instructions l<> you were to stamp out The Big Ball of Wax, and \mi have obviously disregarded them. The well-planned layout, the percep- tive!) written cop) and the whole edi- torial concept combine diabolically to make people lui\ and read the hook. \I\ ]iul)lisher thanks \ou. mj wife i who spends my royalties) thanks you. It is only the youth of our nation who will suffer. Shepherd Mead Vice President, Benton & Bowles, Inc. \eu York I couldn't let \our issue of Novem- ber 15 go by without telling \ ou that I have found it one of the most helpful, informative issues I have ever read in any trade publication. Congratulations to \our staff on a superb job. Richard Manville President Richard Mamille Research Sew York FARM SECTION We thought \our farm special was tremendous. Television and radio farm directors across the countr) are certainl) in \t in the country, having been on the air since 1921, or almost 3 1 years. H. H. \\ KSTKRGAAKD / ice I'rcsiilcnt II SOX, Knoxville RADIO SELLING Thank- \ur November 15 issue n» SPONSOR page 36]. I have read ever) word oi it carefully, and from m\ experience it tells a radio storj of "woe better than anything I have read. This should certainly cause a lot of red faces. Mine included. I.. 5. W HITI.'H K Manager WRM.. Richmond AUDIENCE RESEARCH In view of the fact that there are so many lazy-brained people in the trade (and press i who like to razz audience research becau-e the) haven't made an effort to understand it. vour November 15 "Agenc) Ad Libs" fpage 14] was a dose of pure oxygen. Bob Foreman did a splendid job of telling people, in a lucid way. some of the basics of the practical uses of dif- ferent types of ratings, therein per- forming a much-needed service. Good work, and thanks! Mi tan Harris Public Relations Din 1. ('. Sielsen Co. \ cu ) ork I want to thank \nu for the mention and i lit you I arried a 1 unit some \\ NOX farm activities in vour farm market SPOT RADIOS SALESMEN If the) are available I would like to have >i\ more copies of the September 1 1 i-sue containing the article "Spol radio's creative salesmen" [page 56]. I want to be -ure all of our salesmen have one in their folder. Good presentations are becoming in- i reasingl) important in radio, and 1 think \our article was ver) timely. In fact, the material i- so important that it might have been better if you had released it in four separate arti- 14 SPONSOR W**C Radl ££&< We use WKRC Radio regularly and sales results show that in the Cincinnati area WKRC - Radio is a primary selling tool. JAMES M. TWOMEY Cincinnati General Manager City Products Corporation Morning, noon and night, WKRC- Radio reigns King in the Queen City in Quarter Hour listening Monday through Friday.* No wonder advertisers and their agen- cies choose WKRC-Radio when they want sales results in the Cincinnati area. Contact your Katz Agency representa- tive for more detailed information. *July, August — Pulse RADIO CINCINNATI, INC. owners and operators of: WKRC-Radio, Cincinnati, Ohio WKRC-TV, Cincinnati, Ohio WTVN-Television, Columbus, Ohio WTVN-Radio, Columbus, Ohio ^^ Kenneth W. Church, National Sales Manager, Radio Cincinnati, Inc. WKRC RADIO CINCINNATI, OHIO CBS RADIO AFFILIATE 13 DECEMBER 1954 Represented by The Katz Agency 15 VOI JIM. BIT IIIWIJ 121 M1»II 0\ Till: (.KIM Ml # III I GRAND RAPIDS-KALAMAZOO HOOPERS January, 1954 Share-Of -Television- Audience MON.-FRI. 7 a.m.- 12 noon MON.-FRI. 12 noon- 5 p.m. SUN.-SAT. 6 p.m.- 12 midnight WKZO-TV 80% t 85% 62% B 31 %t 15% 38% isted to compensate jor the fact that neither station was on the air all hours. NOTE: Sampling was distributed approximately 75% in Grand Rapids area, 25% in Kalamazoo area. one >Jh/'/ > WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDS-KALAMAZOO WJEF — GRAND RAPIDS WJEF-FM — GRAND RAPIDS KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-rv — LINCOLN. NEBRASKA Auoo«*pd *"*K WMBD — PEORIA. ILLINOIS YOU NEED WKZO-TV TO COVER GROUND IN WESTERN MICHIGAN! The WKZO-TV television market is much larger than you'd guess. It includes more than 514.000 television homes in the 2') most populated Western Michigan and Northern Indiana counties! January, L954 Hoopers, left, show that WKZO-TV is far and awa\ the numher-one station in this area. WKZO-T\ gets almost two-thirds more evening viewers, almost five t more afternoon viewers, one-and-a-half times more morning viewers, than the next station! Lei Avery-Knodel give you all the facts on WKZO-TN Channel 3, and the Official Basic (1HS Television Outlet for Kalamazoo-( rrand Rapids. 100,000 WATTS • CHANNEL 3 • 1000 TOWER WKZ0TV OFFICIAL BASIC CBS FOR WESTERN MICHIGAN A.very-Knodel, Inc., Exclusive National Representatives /" 1954, I ' ' ■ fohn I s \t this '/ in <; rocket-propelled testing sled at Holloman Ur Force Bast in \ September 1954 Issue arc available at 50c each. TV SCHIZOPHRENIA? The fact that a recent issue of your magazine carried an editorial consoling the sponsors, agencies, producer and network involved in the first spectacu- lar and cheering on the big spenders for their pioneering efforts [4 October 1954, page 128], and that a subsequent issue carries a scathing denunciation of these same big spenders ["Agency Ad Libs," 18 October 1954, page 8], points up, I think, the schizophrenia inherent in big-agency thinking about television today. As operators of a wholly indepen- dent tv station overlapping a huge market with six metropolitan network affiliates, we have been told by Madison Avenue bigdomes that our base CPM of 40-something cents per commercial minute is too high for their advertisers' budgets: possibly you can understand our perplexity when we read of these same agencies' panting and foaming to buy into spectaculars at the rate of $35 for said same. Lets face it: the big companies and big agencies are going sheeplike through a phase of adolescence in which, since there are no experts, any- bodv can be an expert. As poor pioneers, barefoot country boys from the Georgia hills who have set up, programed and maintained on the air for 16 months, a vhf tv station in the face of some of the toughest major-market competition in the coun- trv. without benefit of networks, have we perhaps earned the right to make the following predictions as to the ultimate pattern of national advertising in tv? First, the concept of big spending for names not so big will fade just like the A & P Gypsies, as Madison Avenue learns that quite often, the lad from the Copa is less well known than the lad from Hal Roach, as far as Main St., Podunk, is concerned. Ballet dancers will return to the chorus line and will just work for scale. Second, some researcher will dis- cover a mother lode of data on what the masses like in the way of entertain- ment by checking the bookings at i ountj Eairs, church ~"< i.il-. wrestling arenas and in Billboard, and appl the results direct!) i<> the retailers' i ash registers the morning aftei the program — at which point, more than several network shows will be retired, quite -ii(l(lciil\ . Ihird. the swelling chorus of com- plaints from the nation's retailers, tired of getting nothing out of the cor- poration's latest video extravaganza except a mat to put into the local Bugle — least of all. the satisfaction of having customers who saw the show — will force the manufacturers of goods to budget their tv money into local- level or co-op patterns so the retailer can get his name on tv, too. 4 he point I'm making is that here a I \\ ROM-TV, we're just sitting around with our 100,000-plus hillbilly homes, waiting for the hoo-raw to die down with the network shows, genteelv going hungry while we live off our good local merchants, knowing just as sure as Sunday that in time to come, maybe not so long, we're going to suddenly fit the pattern instead of being the illegitimate child at the family reunion, and a low-brow inde- pendent tv station is going to be as hot as a low-brow independent radio sta- tion is today, when all tv business gets local, where it should have been all along. Ed Mc Kay Manager WROM-TV Rome, Ga. • SPONSOR commended those who were invest- ing heavily in the attempt to develop new ap- proaches to programing, citing some of the flaws in the attempt. Bob Foreman, who as author of Agency Ad Libs expresses his own views, objected to boasts about spending for spending's sake and the big money philosophy in general. RADIO TV DIRECTORY Thank you very much for sending us copies of sponsor's Radio/Tv Direc- tory. This directory is absolutely invalu- able to us, and I, personally, don't know how I'd live without it. They're so convenient — and such time savers! We were very pleased to see that the new 1954-"55 directory was so complete and we like the new efficient and attrac- tive layout. Myrtle 0. Morris Storer Broadcasting Co. A eiv 1 ork • SPONSOR'S 1934 Radio/Tv Directory is avail- able free to subscribers. f I a r + \f - #Mr> "!» I" Si i i i ' (left) KSOO'i Radio I urn Director interviews W .1 n . i .1 <- tei 1954 South Dakota "Single Row" champion, and Bill Friessen, Warren's father 1953 South Dakota and National Single Row Champion. 11,000 FARM FOLKS Turn Out for RADIO- KSOO Mechanical Corn Picking Contest . . . Radio — KSOO started it in 1952. The win- ner goes to the National Contest. Objective: to stress efficiency and safely in using mechani- cal corn pickers. Implement and seed com- panies tie-in with displays. This annual State Contest is only one of many outstanding pro- motions "Red" Stangland takes t:> farmers in the Radio KSOO coverage area. Others are Farm Study and Vacation Tours, State-Wide Farm Safety Program, State-Wide Farm Infor- mation Service. Plant your advertising dollars where they'll produce the greatest sales yield. Things Happen When KSOO Sells' One of the Many Reasons the Farmer Regards KSOO as His BEST Farm Friend - KSOO «££ Sioux Falls, S. D. Nationally Clear Channel 1140 KC ABC Radio Affiliate 10,000 WATTS DAYTIME 5,000 WATTS NIGHTTIME Represented Nationally by Avery-Knoo" lllllllllllllilllll 13 DECEMBER 1954 17 NEW N> >V RCA's Superior For L MULTIPLEXING, or direct use! RCA's TK-21 Vidicon Film Camera can be used with RCA's Multiplexer, TP-II, for multiple picture inputs (see illustration opposite page). Or, it can be mounted directly on any of the RCA TV Projectors — such as the TP- 1 6, TP-35, or TP-6A (see above). I! 'A film camera camera chain DEVELOPED HAND IN HAND with the new RCA-6326 VIDICON tube, RCA'sTK-21 Film Camera does for film picture quality what the RCA Image Orthicon Camera has done for "live" picture quality. "Live" picture sharpness! For unsurpassed picture detail, choose the RCA Vidicon film camera! It's the only film pick-up system with enough signal output (and low enough noise in_^e._sign*r)~tb~use aperture response correctiottr Aperture "response correction brings picture detail to maximum sharpness (detail resolution, 100% at 350 lines) while holding a high signal-to-noise ratio. Benefit: You produce finer film pictures . . . with a quality you get from your studio camera. "Live" picture contrast! The RCA Vidicon adds "studio" realism to your film pictures. The gamma characteristic of the Vidicon tube is ideal for film reproduction . . . 0.65, constant over a dynamic range of 150 to I. Benefit: You get more realistic film pictures than ever before possible. Low light source requirements! The high light sensitivity of the RCA VIDICON film camera enables you to reduce projection lamp voltage, reduce heating, increase lamp life substantially. Edge-lighting, shading eliminated! The RCA VIDICON operates entirely without edge-lighting, electrical shading, and any other form of supplemental light- ing. Benefit: You adjust "wall focus" and "beam" from day to day . . . then this camera virtually runs by itself. RCA VIDICON Film-Camera Chain TK-21 includes: I VIDICON Camera MI-26021 I RCA-6326 VIDICON Tube MI-2667 1 I Control Chassis MI-2606! I Deflection Chassis MI-26081 1 Remote Control Panel MI-26241 2 WP-33B Power Supplies MI-26085-B TM-6B Master Monitor MI-26I36-A I Master Monitor Kinescope MI-26655 I Master Monitor C-R Tube MI-26665 I Blower MI-26579-B I Console Housing MI-26266-B I Camera Cable & Connectors MI-26725-AI0 For the finest TV film reproduction you've ever seen, specify an RCA VIDICON film-camera system. Ask your RCA Broad- cast Sales Representative for technical details. In Canada, write RCA- Victor Ltd., Montreal. ftCA PIONEERED AND DEVELOPED COMPATIBLE COtOR TELEVISION RADIO CORPORATiO ENGINEERING PRODUCTS DIVISION KTRK-TV Reception Area Population: 1,354,200* Effective Buying Income: S 2, 37 8, 000, 000. 00* *Sales Management Index. I'm a cat. I work for some people. They gave me a job to do: go cover Houston. Get the facts. Give us the pitch. Case the town good. Gave 'em the facts straight: Houston's got a million people, all rolling in dough. Rich. Lots of 'em new. Biggest burg in the South. People had everything but kept wanting more. Still want more. TV station sold out all the time. No real hot stuff available. Told 'em what they had to do: Build a new TV station. They built it. KTRK-TV, Channel 13. Tie it in with ABC. They did it. Print a rate card. They did it. They're in business. But it's easy to underestimate in Texas, and I underestimated. Should have told 'em to build TEN new TV stations. Their prime time's all but gone now. Take this cat's advice: get in there now while there's something left. Lush market, man. Set-up. Go knock it over. HTRH-TV THE CHRONICLE STATION, CHANNEL 13, P. 0. BOX 12 S R"> HOUSTON CONSOLIDATED TELEVISION CO. General Mgr., Willard E. Walbridge Commercial Mgr., Bill Bennett NATIONAL REPRESENTATIVES: BLAIRTV. 150 E. 43rd St., New York 17, N. Y. HOUSTON |, TEXAS -ABC BASIC - 20 SPONSOR New and renew 13 DECEMBER 1954 1. New on Radio SPONSOR Networks AGENCY STATIONS 8ankers Life & Casualty Co, Chi Christian Science Pub. Co, Bost Croslcy div of Avco Mfg, Cinci Crosley div of Avco Mfg, Cinci Crosley div of Avco Mfg, Cinci Crosley div of Avco Mfg, Cinci Crosley div of Avco Mfg, Cinci Gen Motors Corp, Detr Gillette Safety Razor Co, Bost Olson Rug Co, Chi Q-Tip Sales Corp, L.I. City United Motors Serv div of Cen Motors, Detr Grant, Schwcnk & Baker, Chi W. Butterficld, NY BBDO, NY BBDO, NY BBDO, NY BBDO, NY BBDO, NY Kudner, NY Maxon. Detr Presba, Fellers, & Presba, Chi L. Cumbinner Adv, NY Campbell-Ewald, Detr ABC 170 ABC 350 NBC full net NBC full net NBC full net NBC full net NBC full net NBC full net NBC full net ABC 350 NBC full net CBS 206 PROGRAM, time, start, duration Paul Harvey Naws; Sun 10-10.15 pm; 1 Jan; 52 wks Christian Science Monitor Views the News; T 9:25-30 pm; 4 Jan; 52 wks Cotton Bowl Came; Sat 2 pm to ccncl; 1 Jan only Creat Cildersleeve; partic; M, W 10:15-30 pm; 29 Nov-10 Dec Fibber McCee & Molly; partic; M, W, 10-10:15 pm; 17-28 Jan Friday with Carroway; partic; F 8:30-10 pm; 29 Nov-10 Dec; 17-28 Jan Richard Harkness News; partic; Th 9-9:05 pm; 29 Nov-10 Dec; 17-28 Jan Your Land & Mine; M 8-8:15 pm; 13 Dec; 52 wks Rose Bowl Came; Sat 4 pm to concl; 1 Jan only Breakfast Club; M 9-9:15 am, 10 Jan; 13 wks Mary Margaret McBridc; M, T 10-10:05 am; 31 Jan Lowell Thomas; M-F 6:45-7 pm; 1 Nov; 39 wks Bud Austin 131 2. Renewed on Radio Networks SPONSOR AGENCY STATIONS PROGRAM, time, start, duration Aero Mayflower Transit Co, Indpls Assemblies of Cod, Springfield. Mo Sidener & Van Riper, Indpls W. F. Bennett, Chi ABC 350 ABC 350 Mayflower Evening News; T-F 7:55 pm; 8:55 pm; 9:55 pm; 4 Jan; 13 wks Revival Time; Sun 10:30-11 pm; 12 Dec; 52 wks Continental Baking Co, NY Ted Bates, NY CBS 57 Make Up four Mind; M-F 11:30-45 am; 15 Nov; 52 wks Coodyear Tire & Rubber Co Kudner, NY ABC 350 Createst Story Ever Told; Sun 5:30-6 pm; 2 Jan; 52 wks Rockwood & Co, Bklyn Paris & Peart, NY ABC 311 Breakfast Club; W, F 9-9:15 am; 12 Jan; 52 wks (See page 2 for New National Spot Radio and Tv Business! 3. Broadcast Industry Executives NAME FORMER AFFILIATION NEW AFFILIATION Bud Austin Telefilm Enterprises, NY, vp & gen mgr Nat'l Telefilm Assoc, NY, hd nat'l sis dept Dean Bafford WKNB-TV, Hartford, Conn, pub rel dir WTVP, Decatur, III, prom dir & reg acct exec Richard Bevington First Nat'l Bank, Cinci, mgr of travel bureau WKRC, Cinci, sis stf Ewart Blain WEEU-TV, Reading, Pa, sis dir KYW, Phila, sis stf Robert Block AM Radio Sales, LA, West coast rep Same, mgr William Brazzil KSTP-TV, St Paul, Minn, sis mgr WJIM-TV, Lansing, Mich, gen sis mgr Edmund C. Bunker KNXT & CTPN, LA, gen sis mgr WOKY-TV, Milw, gen mgr John Callow WCBS, NY, acct exec CBS Radio Net Sales, NY, acct exec Michael Campbell WCBS, NY, sis serv mgr CBS Radio Spot Sales, NY, sis serv mgr Ken Carey KMPC, LA, acct exec AM Radio Sales, SF, mgr Ceorge Clark Clark Reps, Chi, owner & hd Gotham Bdcst Co, Chi, midwestern sis mgr of WINS. NY; KYA, SF; KTVW, Taco, Wash William Crawford WOR, NY, sis mgr WABD, NY, sis mgr Wade Crosby TPA, Chi, northwest rep Same, LA, west spot div mgr Matthew Culligan NBC-TV, NY, sis mgr partic prog dept Same, nat'l sis mgr Maurice Dallimore NBC, NY, prom & publicity dept KTVW, Seattle, prom mgr Michael Dann Mark Dean NBC-TV, NY, mgr of net prog WCLV-TV, Easton, Pa, asst prom mgr Same, dir of prog sis WFMZ-TV, Allentown, Pa, prom & mdsg mgr Charles Denney Jr Ralph Dennis ABC-TV, LA, sis exec for western div H-R Reps, NY, acct exec TPA, Bost, eastern spot div mgr CBS Radio Spot Sales, NY, acct exec Jack Denninger W. Perry Dickey Blair-TV, NY, eastern sis mgr WOAI, WOAI-TV, San Antonio, prog & prodn mgr Same, vp KOMA, KWTV, Okla City, prog dir C. L. Doty WSBA, WSBA-TV, York, Pa, gen mgr WCPO-TV, Cinci, sis mgr Charles Dunbar Ceorge Faust Nancy Ferrara CBS Radio Spot Sales, NY, acct exec KNXT, LA, acct exec Hilton & Riggio, NY, asst timebuyer WERE, Cleve, gen sis mgr Roland Reed Prod, LA, vp chg of sis Ed Petry, NY, tv sis serv mgr John M. Wilson <3> In next issue: New and Reneived on Television (IS etwork); Advertising Agency Personnel Changet Sponsor Personnel Changes; Station Changes (re ps, network affiliation, power increases) 9 Perry W. Dickey (3) Richard Bevington (3 13 DECEMBER 1954 21 13 DECEMBER 1954 ISiew and renew Cjyli Crubb <3> Robert | Mcintosh i3l H Walton Smith (3) William Kilcy 13) C F Cn' tith |r . 3 » Clarence L. Doty (3) 22 NAME FORMER AFFILIATION NEW AFFILIATION Robert Foster Kling Studios. Chi, sis rep Sarra. Inc, Chi, sis b film planning stf Murray Crabhorn WATV b WAAT. Newark. NJ, sis mgr Avcry-Knodel. LA. tv acct exec Caylc Crubb WJBK, W|BK-TV. Dctr, gen mgr Storer Bdcst Co. SF, vp b dir Shirley S Codlcy N W Ayer. NY, asst dir of r-tv res DuMont Net, NY. prom, adv, mdsg mgr E. F. Griffith |r Retail Equipment Bus. Athens. Ga. mgr WRFC. Athens. Ca. comml mgr 3ates Halsey Paul Raymcr Co, NY, tv acct exec Weed Tv, NY, eastern sis mgr Vcrn Hcndnckson Carlson b Forino Studios. NY, sis mgr WMCM, NY. acct exec Bailey Hobgood WBT. Charlotte, NC, asst prog dir Same, prog dir Stanley Johnson KCBS. SF, nat'l sis rep & mdsg dir Same, acct exec A. E. Joscclyn Television Diablo; KOVR. SF, exec vp & gen mgr Same, LA, pros Ken Kellogg KNX-CPRN. LA. prog dept KNX Radio Sales Dept. LA. asst sis serv mgr |ohn Kelly WJW. Cleve. vp & sis mgr Same, gen mgr Bill Kiley WFBM. WFBM-TV, Indpls, vp in chg of sis Same, gen mgr Ceorge Kirkpatrick KFEL-TV, Denver, sis stf Same, local sis mgr Norman Knight WABD, NY, gen mgr Cen'l Teleradio & WNAC. WNAC-TV, Bost, exec v J & gen mgr Russ Lamb KMEC, Kans City, sis mgr KVOO-TV, Tulsa, comml mgr Connie Lazar Unity Tv Films, LA, west coast rep Governor Tv Films, LA, west coast rep Terry Lee WFAA, Dallas, asst mgr KOVR, SF, gen mgr b exec vp Robert Leler Fleetwood Co, Chattanooga, gen mgr TPA. Chi, midwest spot div mgr Harry Lipson WJBK, Detr, asst mang dir & sis mgr Same, gen mgr Lester Mallets Charles Antell. Bait, adv dir WATV. WAAT AM-FM. NY, sis stf Jack Mann NBC Radio. NY. sis stf CBS Radio Net Sales, NY, acct exec Cordon Mason KNX. LA, asst sis serv mgr KNX-CPRN, LA, prog prom mgr William Matcrne ABC, NY. asst nat'l sis mgr CBS-TV Net Sales. NY, acct exec John McCorkle SSC&B, NY, timebuyer CBS Radio Spot Sales, NY, acct exec Robert J Mcintosh WJf-S. Evansvillc. ind. gen mgr WWJ, Detr. local sis mgr William Melson Jr WBT, Charlotto. NC, prog dir Same, sis dept Bill Michaels KCBS, KCBS-TV, San Antonio, mang dir WJBK-TV. Dctr, gen mgr Duncan Miller WWDC. Wash DC, asst prog dir WTTC, Wash DC, publicity & prom dir Jack Mulligan KLAC. LA, acct exec & sis mgr KMPC. LA. acct exec William J. Murray CBS Radio Spot Ssles, NY. acct exec H-R Rep. NY, sis stf Don Newbury KLIF. Dallas, sis rep KFH, Wichita. Kans, sis mgr Harold Parise WREX, Superior, Wise, mgr WEBC, Duluth, Minn, mgr Charles Phillips WFBL, Syracuse, NY, comml mgr Same, gen mgr Karl Plain KSTP, St Paul, nat'l sis mgr Same, sis devel mgr for r Marshall Plant KPIX, SF, sis serv dept KOVR, Stockton, Cal, sis serv dept Roy Porteous NBC-TV, NY, supvr sis unit for Today Same, sis mgr partic prog dept Herbert Rabkc Harry B Cohen Adv, NY, gen mgr Transfilm Inc. NY, scc-treas William Rambo KOVR. Stockton. Cal, sis stf Same, sis mgr Roger Read WKRC-TV, Cinci, sis stf Same, asst sis mgr Michael Renault WABC, NY, comml mgr Same, acting gen mgr & sis mgr Ccrald Rock Musak Corp, NY Same, sis mgr Marvin Rosene KSTP. St Paul, r reg sis mgr Same, gen sis mgr r-tv William Ryan BAB, NY, pres Quality Radio Croup. Chi, exec vp Ccoigc Scanlon WCBS. NY. accin Same, sis serv mgr Douglas Sinn WWJ-TV. Detr. tv sis Same, asst sis mgr Robert Sinnctt WEEI. Boston, nat'l sis mgr CBS Radio Spot Sales. Chi acct exec Peter Storer WJBK, WJBK-TV, Detr, mdsg mgr & sis rep CBS Radio Spot Sales. NY. acct exec H. Walton Smith Jack Knabb Adv, Rochester, acct exec WHAM. WHAM-TV. Rochester, dir of prom, publicit William Spencer WHOT, So Bend, Ind, vp b dir WCOL. Columbus, stn mgr Ted Stell KOA-TV, Denver, prodn mgr Same, sis stf Leonard Trostler WERE, Cleve, asst sis mgr Same, local sis mgr Perry Ury WHSZ-TV, Zanesville, Ohio, sis rep WFMZ-TV. Allcntown. Pa. dir of sis Vern Venaas WKRC, Cinci, sis stf WKRC-TV, Cinci, acct exec Ccrald Vernon ABC-TV Net Central Div, Chi, sis mgr Same, dir Alex West KCBS, SF, sis stf KIRO, Seattle, acct exec John M. Wilson WOW, Omaha, local sis stf Same, local sis mgr Patricia Young WCAU, Phila, prom dept WMCM. NY. sis prom mgr 4. New Agency Appointments SPONSOR PRODUCT ( or service) AGENCY American Brewery, nc. Bait Beer & ale VanSant. Dugdale b Co, Bait Bayuk Cigars. Inc Phila Phillies b Webster cigars DArcy Adv. NY Cartel Products. NY Arrid. Rise r-tv spot adv Ted Bates. Chi Chock Full 0 Nuts. NY Coffee Crev Adv, NY Evcrsharp, Inc, Chi Shaving & writing d iv C&W. NY Flako Products. New Brunswick. N| Baking mixes Roy S. Durstinc. Inc, NY Cunthcr Brewing Co , Bait & Wash DC Premium dry beer b Old Engl sh ale Bryan Houston, Inc, NY Harriet Hubbard Aycr. Inc, NY Cosmetics James P Sawyer. NY Independent Grocers Alliance, Chi Retail food chain Ceorge Florey. Inc, Chi Motorola, Inc, Chi R-tv sets Leo Burnett Chi Philco Distr, Inc. Phila Home appliances Cray & Rogers, Phila Philip Morris b Co, NY Marlboro cigarettes Leo Burnett, Chi Shell Oil Co, NY Cas b oil products K & E. NY SkJIy Oil Co. Kans City Oil b gas products Pruct Brewer b Co. Kans City James Vernor Co. Detr Cingcr ale Dcnman & Baker, Inc, Detr Whirlpool Corp. St loseph. Mo Washers, dryers b roncrs K b E. Chi 5. New Firms, New Offices, Changes of Address AM Radio Sales Co r reps; new SF office, Ken Carey, mgr Ed Klcttcr Assoc. NY. new offices in 515 Madison Ave CBS TV op<-ns west coast stn rcls office; 3 N. Vine. Mumm. M .May b Nichols Adv. Columbus. Ohio, open NY Hywd. Bert Lown mgr office Clarke Brown Co. southern r-tv reps, open new office; 101 Nccdham, Louis & Brorby. NY. expand NY office & move to Marietta St Bldg Atlanta. Bill McRac. mgr 730 Fifth Ave Hixson b lorstnsin Inc LA. move to 3257 W.lshire Blvd. Storer Bdcst Co. open coast office in SF. Caylc Crubb. mgr SPONSOR ■:;-:::" :;\;::;--/;X:'-' --■::";:. ■:■::;■:..:/:' SUPER POWER IN EASTERN OKLAHOMA'S SUPER MARKET NOW THE KTVX AREA MARKET Counties Covered 3 1 Total Population .1,038,994 Total Families 313,491 TV Families _ _ 170,650 Spendable Income ....$1,298,141,000 Total Retail Sales $916,065,000 ?^f«rt Smith, Ark., "Shopotng Center" of Western Arkansas, lies well within KTVX s 150-raUrovolt-pcr-meter "roreJ" coverage ebrtle. KTVX ABC L. A. Blust Vice Pres.-Gen. Mgr OWNED AND OPERATED BY TULSA BROADCASTING CO. C Gen. Offices — Box 1739, Tulsa, Okla. D JSt Studios — 720 Eastside Blvd., Muskogee, Okla. r». Mgr. AVERY KNODEL, INC., National Representative Affiliated with KTUL Radio, Tulsa,. Okla. — KFPW Radio, Fort Smith, Ark DUMONT Ben Holmes Natl. Sales Mgr. 13 DECEMBER 1954 23 6 1 Joe Csida Ii was the firsl time I had ever met her. She was ex- ceptional!) attractive in .1 pert way, with a sauc) face and a trim figure. She was newlj pregnant. Newly enough so that it did not show in her body, bul onl) gave her face that extra glow, and her eyes that brightness which a first pregnane) brings to man) girls. On rhythm numbers she sounded con- siderabl) like Teresa Brewer and >he had a tendency to style ballads a la Joni James. I told the guv who was con- sidering signing her to a personal management contract that I thought she had extremely good possibilities. Her name i- Joan Weber. Now she's had her baby and proved the somewhat unwit- ting instrument for as spectacular a piece of promotion for a t\ -how and a sponsor as the industry has seen in many a day. Seven or eight weeks previously she had cut her first sides for Columbia Records. One tune was called Marion- ette and the other Let Me Go, Lover. The record was re- leased, and failed in its first several weeks of exposure to create an) appreciable >tir. In the meantime, however, Columbia Records' astute arti-t and repertoire director, Mitch Miller, and Murray Martin. press agent for the Westinghouse dramatic tv show, Studio One. got together and schemed a scheme. A Studio One script called Lei Me Go, Lover was written. It featured a di-k jockey as it- central character. A record by a girl named Joan Weber of a tune called Let Me Go. Lover was played and replayed and referred to and re-referred to dur- ing the course of the -how. That was on a Monday night a few week- ago. On Tuesday morning record shops all over the countr) were besi sged with people who wanted to buy the Joan Webei record of Lei Me Go, Lover. Disk jockeys on literally hundred- of stations around the country were requested to pla) the record. I was in Nashville thai Tuesda) morning a couple of week- ago, attending the 29th Vnniversar) celebration of \\ >\1 (.land ( )l" Opr) ami i countr) imi-ic di-k jockey con- vention. Word prairie-fired through the convention of what had happened on Studio One. \ di-k jockey on \\ ERE, Cleveland, named Tomm) Edwards said: "I didn't like the tune when it first came out and I -till don't like it. Bui I'm 1 Please turn to pagt Station Finds Renewals Easier II News Wins Sponsor Loyalty Station WKAP, Allen town, Pa., can testify about the special profit yield for stations which push their AP newscasts. The "extra divi- dend" comes from lower selling costs— because AP newscast spon- sors are likely to renew, renew and renew. For example, C&G Motors, of Emmaus, Pa., fully appreciates a principal characteristic of news- casts: the ability to hold the same audience day after day. C&G has sponsored WKAP's "News at Noon" program six days a week, since March of 1947. Here's a comment from this sponsor that has dollars-and- cents overtones : "I wouldn't think of dropping our AP News at Noon program," says Max Cornfeld, president of C&G Motors. "Our customer response has been ter- rific— and folks actually count on our daily news coverage." Says Manager 0. R. Davies of WKAP: "AP gives us some- thing we can really sell— speed in news transmission and a world-wide reputation for accuracy and thoroughness." 24 SPONSOR SPONSORS WARM TO A P Because ... it's better and it's better known. "Girl bull fighter gored . . Condition critical. Case History No. 3 It was a typical Sunday evening at the home of James Bruce Frazier, farm editor of KBST, Big Spring, Texas. He and Mrs. Frazier and their five children were gathered in the liv- ing room. It had been a comfortable, lazy kind of day. Just before 9 p.m., Frazier's mother rushed into the house. "Bruce, Pat's been hurt. They've just called up Dr. Woodall." "Pat" was Patricia McCormick, the 24-year-old Big Spring girl who gained national fame as a bull fighter in Mexican arenas. She was featured that day at Villa Acuna— across from Del Rio. Frazier knew the McCor- mick family well. He checked imme- diately and learned that Pat's mother and two doctors were leaving at once for the Mexican border town. He telephoned Station Manager Jack Wallace first, then KBST's news staff. After that, a quick report to The Associated Press in Dallas: "Patricia McCormick, the girl hull fighter, has been gored at Villa Acuna. Her condition is crit- ical. Mother and two doctors on their way. No details yet but will keep trying and feed them to you later." The pretty bull fighter had been much in the news. AP editors in the Dallas bureau went to the source and rounded out the dramatic story with additional help from Frazier. With no lost motion, the facts were on their way. It was another shut-out beat for AP member stations across Will feed you the details later. // the nation, with lull credit going to Frazier's alert "AP consciousness." "I thought of AP first thing off," said Frazier. "It was my chance to reciprocate for the main fine beats we've received from other AP members." lames Bruce Frazier is one of many thousands who help make The AP better . . . and better known. If your station is not yet using Associated Press service, your AP Field Representative can give \ou complete information. Or write- Those who know famous brands... know the most famous name in news is nr 13 DECEMBER 1954 25 MEET ROBB (Two B's, If You Please) THOMAS He might offer you another explanation, but to his spon- sors those two "B's" mean Big Business. Popular music, personality in- terviews, frequent news and sports reports and pleasant chatter about Milwaukee events — that's the "R.T." formula on Robb's mid-morning "Record Shop" and late afternoon "1340 Club." Milwaukee loves it, loves WEMP's round-the-clock disc- jockey personalities. And so do dozens of national advertisers. Join them and find out how WEMP delivers up to twice the Milwaukee audience per dollar of Milwaukee network sta- tions. Call Headley-Reed! */f network tv and radio programing. "Main difference is that we're using more of it than ever before." Power told sponsor. This year again Chevrolet is sponsoring The Dinah Shore Shvu. Tuesdays and Thursdays 7:30-7:45 p.m. over 80 NBC TV stations. Wednesdays and Fridays 8:00-8:15 p.m. over 200 NBC Radio sta- tions. Twelve times a week the Chevrolet div. sponsors five-minute newscasts over 200 CBS Radio stations. And for extra impact be- hind the 1955 models. Chewy bought T-Men. Thursdays. 8:30-9:00 p.m. over more than 80 ABC TV stations. Over the \ears. Power has gotten a nationwide reputation as a speech-maker. Originally, he confined his talents to company "pep meetings, blossomed oul when he was loaned to the Government. \i the Michigan Broadcasters I onvention this fall. Power injected some pep into radio men. Vsked he: "Hon could anything thai has 1 n -n good so long gel discouraged so fast?" * * * 28 SPONSOR ,01 NOW Toledo's WSPd-TV has maximum power! Audio 160,000 24)8^0 watts Video 3/6,000 48J8Q0 watts Maximum Power in this billion dollar market means 30% in- creased coverage for SPeeDy's advertisers. Watch for complete market facts soon to be released. , RADIO w TELEVISION TOLEDO, OHIO Storer Broadcasting Company I0M HARKfR. NAI SALES DlR. 118 I i)n SIRIU. NEW YORK Represented Nationally by KATZ 13 DECEMBER 1954 29 • *ttRWES& &^ • . MARKET QaoeA/i^e. to- McUcJt lite Masihet Represented Nationally by CBS Radio and Television Spot Sales WBT-WBTV CHARLOTTE, N. C. The Radio -TV Servicei of the Jefferson Standard life Insurance Company The signs of Charlotte are signs of a market infinitely more important than its city size suggests. Speculate, for example, on the number of New York Stock Exchang member brokerage houses in Charlotte. Nine such firms have invested in Charlotte branches. Only Dallas and Memphis among southern cities have as many. Forty-five cities larger than Charlotte and fifteen whole state have fewer SEM brokerage houses. And the growth of Charlotte as a market for securities is underlined by the fact that 4 of the 9 have been established since 1946. Charlotte's out-size prominence as a market for securities proves once more that you sell the city short if you ignore '9 rich and prosperous area it serves — dependent upon it for a transportation, distribution, and many specialized forms of business and cultural activity, particularly — — radio and television. Jefferson Standard Broadcasting Company's great area stations 50,000 watt WBT and to power WBTV, 100,000 watts on Channel 3, like Charl t. brokerage houses, help integrate many prosperous communities into one massive market for anything you have to sell. 13 DECEMBER 1954 I954 was record year for McCann-Erickson, with 104% increase in air billings. Above are agency radio-tv execs: (I. to r.) King Horton, radio-tv a e; Charles Powers, dir. of live commercial production; Al Scalpone, v. p. in chg. of radio-tv; Mrs. McCann, exec, producer; Russ Johnston, rdaio-tv a e; Hendrik Dooraem, Jr., v. p. in chg. of new prog, development; Mary Harris, prod, supvr.; Frank Bilday, bus. mgr. The top 20 air agencies Total billing's in radio and tv among leaders jumped 24% during this year, SPONSOR agency survey reveals J_ he top 20 air agencies accounted for an estimated $587 million in radio and tv billings in 1954, on the basis of a just completed survey by spon- sor. This compares with a total of $473 million last year I sponsor, 28 December 1953). The 1954 total represents a gain of $114 million or 24 r, over 1953. Leading sponsor's list of top radio- tv agencies in 1954 as in 1953 are Young & Rubicam and BBDO. This \ear Y&R billed $64 million against BBDO's $59 million. I BBDO was first last year.) The Y&R figure represents a 33% increase over its 1953 air bill- ings of $48 million. BBDO's gain was 20' , from $49.5 million. Newcomer among the top five is McCann-Erickson which jumped from No. 10 last vear to No. 4 in 1954 with by Evelyn Konrad a 104' < increase — from $22.5 mil- lion in 1953 to $46 million in 1954. The agency expects continued rapid growth in 1955 since it has added new clients heavy in air billings. Among them : Bulova, Nestles. Mermen. I It was among gainers in the dissolution of Cecil & Presbrey which closed its doors in 1954 after having been among top 30 air agencies in 1953. 1 J. Walter Thompson is No. 3 in to- tal air billings with an estimated $50 million. Benton & Bowles is fifth with $37.5 million. sponsor's estimates of billings are based on a survey of top executives in major agencies throughout the countrv. (Complete list of tbe top 20 air agencies appears page 33. i These are some trends emerging from the survey : • The proportion of air media bill- ings to over-all agency billings has been increasing steadily as established radio-tA clients have expanded their budgets and new clients have gone on the air. • An iin leased proportion of total air billings among the top radio-fr agencies has pone into tv. In 1954 t\ accounted for $442.2 million or TV , of total air billings. Tv's 1953 share of air billings among the top 20 radio- t\ agencies was $321 million out of $ 173 million or 68* , . (1 he top 20 agencies ran way ahead of the nation- al average in the proportion of their emphasis on television in 1953. are believed still wa\ ahead in 1954. Mc- Cann-Erickson central research bureau figures put the proportion of national spending at 59' < television, \\r< ra- 13 DECEMBER 1954 1 Bob Foreman, BBDO v. p. in charge of tv and radio, (I.) tells five BBDO air media executives about agency's 19% increase in air bill- ings, from $49.5 million in 1953 to $59 million in 1954. Listening are (I. to r.) John Hoagland, in charge of programing: Don Rowe, busi- ness mgr., hd. of production; Bernie Haber, hd. of film production; George Polk, media liaison; Art Bellaire, v. p. in chg. radio, tv comls dio foi L953. This is exclusive of lo- cal. W iili local figured in the | n« >[»<»r- tion in lT>.i was i;;.v, television, "> I .">' . radio.) • \\ hile a greater proportion ol t\ billings for the top 20 agencies derives from network, the reverse is true in radio where spot has a much largei -hair than network in most cases. i rhis is in line with national totals for n.-lw i irk and spot. I Rank gainers: Vmong agei whose air hillings moved them up in the top 20 ranks are Leo Burnett and Compton. Burner! is No. 6 this year with $33.8 million-, was No. 9 in L953. Compton moved From No. 15 to No. 11 with $22.3 million. Burnett- gain was 1 1 ' i . Compton's was almost 51 1' i . Kenyon & Eckhardl moved up a notch from No. 13 to No. 12. It has air billings this yeai of $20.5 million against $16 million last \ear. Newcomers among the top 20 ranks are N. W. Ayer with total air billings ..I $18 million this year and D'Arcj with $14 million. These agencies ranked among the top 30 last year. \\ii and D'Arcj showed increases of more than .'in', jn total air billings during 1954. Air media executives at D-F-S, top agency in radio billings, confer about network plans for 1955. (L. to r.) Dr. Lyndon Brown, v. p. in chg. of marketing and research, and Alvin Kabaker, v. p. in chg. of radio-tv, sitting; Eugene Burr, mgr. of radio-tv, James Neale, v. p., Walter Schier, mgr. of radio-tv business, Norman Mathews, v. p. in chg. of radio-tv comml. prod., standing Biggvst in radio: This year as last, biggest radio agencj in the nation i- l)an< ri-l -'it/gi raid-Sample, with $18 million in radio alone out of a total $30 million in air hilling-. Vgain D-F-S i- the onl\ one among the top 20 air agencies with more hilling- in radio than tv. D-F-S radio spending has held stead] with t\ hillings grow- ing slightly from $10 to $12 million. Other leaders: Top-spending radio- tv agencies not included among spon- sor's top 20 include the following: Needham, Louis i> Brorby, Chicago; Bryan Houston: Ruthrautf & Ryan; Wei— & Geller, Chicago.; Gardner, St. Louis: Grey; Ma< \lanu-. John ik \d- ams, Detroit: Fuller ^ Smith & I Cleveland; DCSS; Erwin, Wasey; Grant, Chicago; Bo/ell & Jacobs, Omaha. (Breakdown on hillings for most of these agencies appears later in this report I fdiiirfotni bg agencies: |n rank or- der here's a rundown on air activitj at the 20 agent ies in sponsor's list 1. Y&R: radio-r* billings, $64 mil- lion: t\. $50 million: radio. $14 mil- lion; radio-h -hare of over-all bill- ings, 10%. ^ &R's 3 '>' ! in' rease in radio-h hill- ings this year came mainly from heft- ier air budgets of existing clients rath- er than through new business. Includ- ed in the $64 million air billings are sponsorship and participation in 22 network tv shows and some 10 net- work radio shows. The agency placed spot campaigns for 27 clients in radio, same number in tv. Most important tv event for Y&R, according to radio-tv executives at the agency, was the Rogers and Hammer- stein Show over CBS TV and NBC TV, celebrating General Foods' 25th anni- versary. Y&R put the show together within 21 days. Another highlight in production activity at the agency was packaging of three daytime tv pro- grams for P&G: Portia Faces Life and Brighter Day on CBS TV, The Golden Windows, NBC TV. Another new Y&R daytime tv package will go on 3 Jan- uary 1955 for Borden Co. over NBC TV. 2. BBDO: radio-tv billings, $59 mil- lion; tv $46 million; radio, $13 mil- lion; radio-tv share of over-all bill- ings, 42%. Making up BBDO's $59 million ra- dio-tv billings are sponsorship of and participation in 27 network tv and 13 network radio shows, plus heavy spot status report expenditures. In L954 BBDO landed three big air clients: ( lampbell Soup Co., Du Pont's Vnti-Freeze and \ itamin < !oi p. ol \imi-i i< a. \ru network t\ shows in L954 in- clude Campbell Soup Co.'s Dear Phoebe, NBC T\ ; Lassie, CBS T\ ; Cavalcade oj America, \BC TV; The General Electric Theater, CBS TV. i Please turn to page L16) Top 20 air media agencies had total of $587 million in 1954 radio-tv billings SPONSOR consulted executives at 50 major agencies throughout the country to determine the 20 agencies with the largest radio-tv billings for 1954. Figures were checked with the agency treasurer, the head of the radio-tv department or with the agency president. For the one agency (marked with double asterisks in chart below) which did not confirm figures, SPONSOR estimate is based on account activity Rank now Rank 1953 Agency Tv 1954 (m Radio 1954 Minns I Radio-tv total 1954 Radio-tv total 1953 % of air in tv 1954 % of air In tv 1953 % air is of total '54 % air i$ of tctal 1953 Total billings 1954 (millions) 1 2 Y&R $50 $14 $64 $48 78 70 40 34 8160* 2 1 BBDO $46 $13 S5» $49.5 75 71 42 36 -I :>) 3 3 JWT** $38 $12 $50 $39 78 69 28 30 8165* 4 10 McCANN-ERICKSON $35t •lit S46 $22.5 76 70 37 22 $125* 5 4 B&B $30 $ 7.5 $37.5 $36 80 72 55 60 - ,,:: 6 9 BURNETT $27.6 $ 6.2 $33.8 $24 82 70 (.1 56 $ 53 7 5 BlOW $27.8 $ 5.6 $33.4 $28 83 68 69 55 - 18 8 5 D-F-S $12 $18 $30 $28 40 35 60 55 - 9 7 ESTY $26 $ 3 $29 $27 89 74 65 60 10 8 BATES $22 $ 6 $28 $25 78 74 62 60 - 11 15 COMPTON $16.8 $ 5.5 $22.3 $15 75 60 53 13 f 11.5 13 13 K&E $13 s 7.5 S20.5 $16 63 70 40 40 - 50 13 12 LENNEN & NEWELL $16 $ 4 $20 $18 80 77 57 55 1 13 11 FC&B $12 $ 8 $20 $19.2 60 56 24 25 - 82 15 16 17 18 19 20 13 17 17 16 AVER $12 s u $18 67 51 21 KUDNER 815.5 $ 2 $17.5 816 90 ,",!! 39 C&W $12 $ 4 S1G -i; 75 69 42 SSCB $12 $ 3 SIT $13 80 69 50 D'ARCY $ 9 $ 5 $14 64 72 28 \l IX ON $ 9.5 $ 3.5 $13 si | 73 64 37 16 36 39 50 25 40 87 s 15 38 $ 35 •Including international "Estimate based on account activity tBreakdown between tv and radio is SPONSOR estimate. Total air billings come from M'Ca 13 DECEMBER 1954 33 NET RADIO: Panel-discussion show "Make Up Your Mind " follows Godfrey daily on CBS, 11:30-45 a.m., pulls 9,000 letters weekly. Moderator is Jack Sterling (r.) 1 WONKR BREW) \l IJrT Til. Howdy Doody, NBC TV, Wed. 5:30-6:00 p.m., influences housewives through sell to kids. Simplified commercial message is dramatized by program characters 34 Wonder-brei Continental Baking Co. "' > o ho, \ <> Int. yo ho, II <■ nrr the \iukcrs who mix the dough . . ." It was back on 27 April 1(>2.'; that a quartet calling themselves "The Hap- |i\ Wonder Bakers" firsl sang this lamiliar l\ ric on the air. The lilting tune, one "I the earl) harbingers of the era "I singing commercials, helped launch the Continental Baking Co. Inc. on a generation of air-activit) that -how- no -iun of letting up. Ilra\\ radio spenders during the I hirties and Forties, the bakers of Wonder Bread and Hostess Cup ('ake> have added t\ in recent years, but con- tinue to rel\ on network radio for a < onsiderable portion of their ad push. So strong a believer in the \ear-in-\ear- out value of broadcasting i- Continen- tal, that it has racked up 1,017 con- secutive week- on CBS Radio, almost 20 uninterrupted years. I he two media dominate the ad hud- vet, taking 60$ of a SPONSOR-esti- mated (5,200,000 expenditure for 1954. Tv gets 35%, some 60$ going for network. 40$ for spot. The radio portion is 25$ : network 75%, spot 2-V , . Newspapers absorb about 12' > . outdoor and miscellaneous the re-t. Radio and t\ fit the compan) - dis- tribution pattern better than other me- dia, says Lee Mack Mar-hall, advertis- ing manager. Continental Baking consists of 89 local baker] operations distributed over the country. But there are some ana- without Continental bakeries, parti< ularU in the Southeast and Southwest. This mean- that a national ad medium must offer a flexi- ble coverage pattern to interest the company. Magazines fail in this re- spect, says Marshall, because of the wa-te coverage the\ unavoidahh en- tail; Ik- figures the minimum coverage wa-te oi magazines at 25$ under the besl < onditions. The flexibility of radio i- well illus- trated l>\ Continental Baking's cover- age through it- Make I /> ) our Mini! dail\ -how on CBS. 1 I :30-45 a.m. It SPONSOR ecipe: radio for mom, Iv for junior hi. puts major portion of acl budget ■■■ network and spot radio and tv is carried on 56 stations closely ap- proximating the company's distribu- tion area. True, this network pattern is rather unusual, and might not be possible to duplicate exactly if the ac- count were coming into net radio to- day for the first time, so far as CBS is concerned. A similar pattern can be arranged today at CBS, however, under its "se- lective facilities" plan, if the advertis- er agrees to make the show available for local sponsorship in those markets he is not using. He is no longer bound to the standard basic network plus op- tionals. Under the "selective facilities" Why ad mar. Marshall likes air r> Veteran Continental Baking ad manager Lee Mack Mar- shall has found that the flexibility of radio and tv make them the ideal media for his concern's breads and cakes. Daytime net- work radio, he told SPON- SOR, represents most effi- cient way to reach house- wife directly; via tv she can be indirectly but power- fully influenced through her youngster. Tv this year gets 35%, radio 25% of a $5,700,000 ad budget. plan. CBS points out, the 52-week dis- count is not affected; the network of- fers in addition a discount based on weekly dollar volume. The coverage versatility of net radio is matched by the daytime show's abil- ity to reach precisely the audience it is after, the company feels. Says Lee Mack Marshall: "Through our morn- ing show, we reach primarily women, at a time when they are receptive to our message, when listening is inter- fered with less than at any other time. Tv has affected radio listening in the daytime. But our morning time, fol- lowing Godfrey, is especially good, and, we believe, will continue to re- main good. Actually, network radio is for us the most efficient way to reach the housewife during the day, and in terms of cost-per-1,000 represents an exceptionally good buy." Continental Baking's agency, Ted Bates, which has handled the account since the agency was formed in 1938, points out that the show carried on CBS consistently ranks in the first 10 most popular daytime shows. Because the show is carried by 56 selected sta- tions rather than the full CBS network, no Nielsen figure for the actual listen- ing area is available. Nielsen does, however, report on homes reached ; the October figure was 1,166,000 — the agency expects a normal seasonal in- crease during the winter months. Both agency and client are encour- aged by the program's mail pull — an average of 9,000 pieces of mail per week — almost a half million a year. Spot radio continues to buttress the net show though cut in volume owing to tv needs. Tv announcements aver- age three-to-five per market. One of the main problems in buying tv adjacencies, Marshall has found, of course, is their scarcity. This, rather than any predetermined figure for ade- quate coverage, is responsible for the limited number of tv announcements in some markets. Continental Baking is interested only in well-rated periods and prefers to wait until desirable ad- jacencies become available; it is work- ing for the long pull, hopes in time to build a strong lineup. Effective as announcements are, ad manager Marshall feels their usefulness must be weighed against their relative- ly high cost. In some areas he has found that the cost of a half-hour film program is less than for what would be considered a satisfactory spot an- nouncement campaign. Main tv emphasis is on network, which takes 60^ of the tv budget. But case history where tv coverage differs basically from radio coverage is in the nature of the audience reached. In radio Continental Baking works directly on the female adult. In tv the companv works on her indirectly, through direct sell to the child. Spearhead of the tv attack is Howdy Doody on NBC TV. Continental Bak- ing takes two 15-minute segments on Wednesday to sell Wonder Bread and Hostess Cup Cakes. As the Ted Bates agency puts it: "Television is an un- paralleled medium for reaching chil- dren. And somebody is standing there talking directly to the child, saying 'You tell your mother to buy. . .' ' Lee Marshall is convinced that the child influence on parents is consider- able. The kid show, however, reveals an interesting audience characteristic not commonly found with adult shows, what might be described as a stable, but ever-changing audience. Howdy Doody's appeal, according to this thinking, is to children between the ages of four and seven. "But kids are a fickle audience," Marshall told SPON- SOR. "A child will be a fan of the show, then one day, suddenly, he will feel too grown-up for it and leave it for good. Fortunately, he is replaced by another youngster who is reaching the age where the tv screen can offer something attractive to him." The October Nielsen rating for the I Please turn to page 94 ) The Happy Wonder Bakers introduced one of first singing com- mercials back in 1928. The quartet, pictured on the cover of the sheet music, was made up of Phil Dewey, Frank Luther, Jack Parker and Will Don- aldson. The song is stil used by company. 13 DECEMBER 1954 35 1 deadly sins of tv commercials >!<•<. inn- 1 >i«*Lson commercials \ .p.. Harry Mcvtlnhaii. points to common errors Harry Waym \fcMahan has lunl a eup look hi ever) conceivable mis- take ilmi inn be made in producing a n commercial. He's been executive producei foi over 5,000 commercials in Ins years, heading production ni Stai Productions, Hollywood, and mm ns vice president, radio-tt com- menials ui \fcCann-Erickson. Pictures illustrating do's and don'ts o) it com- mercial production are from his recent book, "The Television Commercial — lion to Create and Produce Effective I Idvertising," published by Hast- ■ II nils, ■. \ ni ) ui I, . J his i- titled "7 deadl) -in- <>f t\ commercials" because it points tin- long, bon) fingei of experience at seven mosl common mistakes. Even adver- . i ■_■ • - 1 1 > j ro ognizes ai least Borne oi them. I hej are: I. Failing to visualize; 2. misusing cartoon; 3. misusing singing jingles; 1. overwriting audio; 5. adding too man) tri< k opticals; <>. sacrificing be- lies ability : 7. misjudging costs. As television advertising becomes more mature, it must eliminate these elements "I erroi and foolproof the chances f< >r failure. Fortunately, tele- vision has been powerful enough to succeed in spite a\ that television's long -nit i- the combination of n^ht and sound and the sight i- sight-in-action. \ et many commercials fail to make their \ ideo trulj graphic. For instance, it is not sufficient to put a title on the screen "Triple- Wrapped," when the medium so ea-il\ makes it possible to -how the three wrappings, l-2-.'i. and at the same time superimpose the title for added impact. Be certain your sight i- sight-in-action. Demonstrate. 2. vii.vii.viii^ cartoon: Because view- ers— and often advertisers love car- loon- the most, it seems a simple solu- tion lo all problems. Mut cartoon- are i Please , DO 0 keep demonstrations simple and be- lievable. Be honest in the actual dem- itration, without camera tricks or exagger- :d results. Work in closeups so the viewer rns by example the correct use of product DON'T have exaggerated situations and dialogue. Viewers spot them as "phony," will not believe later claims. Demonstrations should stay within practical experience of viewers or risk their rejection get the facts on your market and consumer. Lucky Tiger Hair Tonic, after the war, did re- search, found the product was virtually unknown to men under 25. Result: a 20-second jingle cartoon spot aimed directly at the butch- haired class. Such re- search is vital to better- aimed tv commercials 0 rh« casting is good. It is refreshing to DON'T be stilted. The director has a definite creative spark to give DON'T? ding man. Action draws interest to prod- cast is obviously uncomfortable — a psycholog- in friendly way that says, "More coffee?" ical factor translated negatively to the viewer Mm \ v\^dfe assume you know all about your consumer until you have qualified research on the sub- ject. Ease and conveni- ence may not be the primary reason the house- wife wants to buy your coffeemaker. She may be looking for a fool- proof way to make good coffee every time so her husband will stop complaining use stop motion to arrest attention and ex- cite interest in features of the product. Here the special foil inner- wrap bag jumps out of the Sugar Pops box, dances with "energy" and then fills the bowl, all in stop motion. Live action follows to get across appetite appeal DON'T use stop motion without subsequent live action demonstration to follow it. It is intriguing to have the oven doors open and food mysterious- ly slide out in stop motion, but the viewer's m!nd personalizes it more when a woman follows up with live action demonstration ft f\ win confidence with informality. For 1/ w an announcer or personality vo sell the viewer, he must first "make friends" or prove common interest. Camera angle and background pattern help achieve proper effect ft ft mix cartoon and live if only the car- " w toon moves. Then the "live" part can be a still photograph, such as this back- ground for the S.O.S. "Magic Bunny." Cost is no higher than in normal cartoon animation DON'T build barrier for your "straigh pitch" personality. Here des stands between voice and viewer. Most pec pie do not care for "across-the-desk" situa tions because of some past bad experience DON'T mix live action and cartoon i the same scene if live actio moves. It can be done but usually require expensive technical process. Always consul an expert before planning such tricky scene Ouse an "authority if you have a valid one, fully acceptable and believable your viewer. Test pilot who cracked 1600 'les an hour is valid for Ralston's "Space trol." Check authorities for believability Ouse music with cartoon jingles wher- ever possible. AFM music rates now ; lower than SAG voice rates so it is wiser back a vocal soloist with an orchestra than m a quartet. Musicians get no re-payments DON'T abuse "medical authority" in commercials. Networks and stations have clamped down on this type of commercial, now require a disclaimer in- dicating such roles are staged with acrors DON'T use jingle singers "on camera" unless you are prepared to pay perhaps twice as much for same jingle with off-screen voices. This feature of SAG cede has increased cartoon use for jingles DO switch to cartoon for that comic situation if it must be used in your commercial. The ex- aggerated pose, action and sound effects of cartoon tell the story faster and funnier. Animation directors are well schooled in the comic situation DON'T break your neck trying to stage live actors in comic situations. Comedy rarely "comes off" in live action com- mercials, certainly not vithout actors and direc- tors long experienced in the art. Do you HAVE to be funny? Expanding with saturation radio Auto accessory chain bases air budget on uppoil sales. Ilaclio. now to firm six months ago, now gets nearly half of total acl outlay M he -i-lii nc t<> most motorists in the Northeast. In the pasl Beveral months, the Bound of the Strauss Stores name has become per- haps equall) familiar to radio listeners in tin- aul i i essorj chain's area li happened fast. Trior to Ma\ of this year, all ol the Strauss Stores ad- vertising budgel went into newspapers full pages and double spreads, cata- logue style. Today, nearlj half of the corporation's $500,000 budgel goes for radio, saturation announcement Btyle. What makes Strauss Stores1 radio budgel somewhat unusual i- that it is predicated on i ere ises in Straus Stores sales volume over and above the volume as it stood before the radio use started. That i-. a certain percentage — about 16$ — of upped ?ales volume is allocated for radio: as sales rise, so doc- the budget. The fact that the air allocation has mushroomed to over $200,000 in about six months Supermarket" stores launched this year are forward-looking develop- ment in Strauss' operation, sell many items as:de from auto accessories. Opening of newest, biggest super-store in Syracuse was heralded by 500 announcements the first week on WOLF, WFBL, WNDR 38 SPONSOR Leonard Strauss, when he became Strauss Stores president early in 1954, sought a way to retain old volume and get new business, promoted initial radio venture. Above, I. to r., I. M. Strauss, board chairman; Leonard Strauss; Nat Lorman, account exec, at Product Services agency was j u-ii a i|ii :stion nl u hal stal ions and whal schedule would be most ef- fective in Strauss Stores' areas. Strauss' over-all radio strategy runs something iikr this. First the companj -Indies an area for its main industry, the hours and pay periods of most of its workers and other pertinent char- artciistirs; then, as in East Hartford, they come in with a heavy saturation campaign lasting from four to six weeks, seven days a week, after which the) taper off somewhat. Stations are picked for particular audiences; an- nouncement schedules are based on findings of the prior area study I most of them follow pretty closely along the lines of the East Hartford campaign described above) . On a year-'round basis, Strauss con- centrates the bulk of its advertising in the summer months, when driving is heaviest. It is decreased somewhat after Labor Day but continues on a smaller schedule throughout the fall {Please turn to page 108) is indicative of how well sales have been faring. At the beginning of 1954, Strauss had about 150 stores. Now they have 186, scattered in New York, New Jer- sey, Connecticut and Pennsylvania. About half of these are privately owned by Strauss and half are fran- chised. (Of the 35 or so new ones, most are franchised. ) Strauss according to one spokesman, hopes to have at least 500 stores by 1958, extending from New England all the way down the Atlantic coast to Florida. case history The radio story starts in East Hart- ford, Conn. Strauss had just opened up a new store and wanted to see if they could keep sales from dropping off after the excitement and stimulus of the opening promotion — and in the face of shrinking sales in the whole auto accessor) business. The firm, and its agency, Product Services Inc., also felt this was a good test area. Prime movers in this new advertis- ing approach were Leonard Strauss, 35-year-old president of Strauss Stores Corp., and Les L. Persky, president of Product Services Inc. Nat Lorman is Strauss account executive at the agency. Si Lewis is media director. Allocating a budget of $1,100 a week, they bought a saturation sched- ule totaling about 300 announcements per week on three Hartford stations: WCCC, the local independent outlet emphasizing music-and-news; WGTH. a Mutual sports station; and WDRC. the CBS affiliate. Biggest concentration of the heavy schedule came in the early morning and later afternoon — before and after work to catch the male audience, both in autos and at home — with the em- phasis on selling tires. During mo t of the workday, commercials were beamed to the housewife, concentrated on bicycles, toys and other items Strauss Stores sell aside from auto ac- cessories. This campaign was scheduled to run for four weeks. At the end of the sec- ond week, some very happy results were apparent: not only had business not dropped off but there had been a 300% rise in tire and bicycle sales in the East Hartford store. That clinched it. Radio could obvi- ously do a good job of accelerating Strauss' business. From there on in it Air support boosts tire, bicycle sales Emphasis in Strauss campaigns is put on commercials for tires, aimed at getting motorist into store. In 10 weeks, tire sales rose from the rate of 2,400 to 15,000 a year. A secondary Strauss item, English bicycles, received only a small amount of radio support, surprised Strauss executives with a big sales jump — from 300 to 5,000 a month. At Syracuse store promotion, guest Frankie Laine sat on the unexpect- edly successful item, backed up by Strauss president Leonard Strauss 13 DECEMBER 1954 39 12-CITY STUDY COVERING 396 FIRMS WAS MADE BY UNIV. OF OKLAHOMA'S DR. SHERMAN LAWTON (SEEN AT FILES) :>1 local admen look at media tlail survey of advertisers in 12 large cities shows scientific yardsticks are rare. Increases! use of air media forecast for 1955-56 During the two years oj research which SPONSOR devoted to its recent " ill- i Media Evaluation Study," this i><>int u us made again and again : Media eval- uation at the national level is iur from and much national advertis- iideil by the "rule-oj -thumb.' The report l/chm contains details of a ■i stud) oj local advertising prac- which indicates thai the situation ■ i Jilt' i when Mm uet down to the lot ill lei el oj nieilin us, . j i - the man al ih< .i- u ho really knows whether advertising pulls." Man) .1 national-level advertising man has -.till words to this effect, wish- ing perhaps there were more real yard- sticks for judging his own advertising. But a recent stud) <>f local-level adver- tising shows that media yardsticks probabl) aren't an) better on Main Street than the) are on Madison \\enue. The stud\. a questionnaire surve\ in 12 major cities, um« conducted 1>\ Dr. Sherman P. Lawton, Universit) of Oklahoma radio-t\ educator. Lawton summed up lii- kc\ conclusions about local media evaluation for SPONSOR in i hese four points : '"I. Most local advertising schedules seem to be 'b) guess ami 1>\ ( rod.' '_'. I here is an astonishing lack id' nation on the real sales \ aluc ol I'- al advertising. " '.. Retailers sometimes 'notice an m -ale-" or. in the > ase ol radio-tv, have "< ustomers mention the program.' "4. But if local advertisers have any definite dollar-value data regarding their advertising, the) did not indieate it on the space provided in our ques- tionnaire-." Main additional factors, as will he detailed later in this report, came t" light a- a result of Lawton's study. In addition to querying local advertisers on media effectiveness, Lawton asked for details about future media plans and recent media activity. Some high- lights: • The use of radio and t\ in the past two years among the surveyed adver- tisers ha- been generall) increasin figures reported later in this article -how. \ud the outlook for air media 40 SPONSOR is very healthy, particularly for tele- vision. The air media also rank well in the opinion of advertisers as to their ability to produce sales. • Newspapers, traditionally the top local medium for almost a century, continue in a strong position in the plans of Lawton's surveyed local firms. But, according to the 400 respondents, television budget increases will be more widespread than newspaper increases. Direct mail advertising is gaining in strength as a factor in local-level ad- vertising. Lawton's study, made last spring, wasn't a true national sample of all local businessmen. But the Oklahoma educator's study is one of the few at- tempts so far to probe the advertising activities of so large a sample of local businessmen. More than 50 categories of business, from dairies to lumber yards, were represented in the 396 replies. The cities covered in the study also represented a wide choice. They in- cluded: Atlanta, Boston, Cleveland, Denver, Indianapolis, Minnesota, New Orleans, Oklahoma City, Philadelphia, Portland, St. Louis and San Diego. Lawton's study affords the national- research level advertiser and agencyman some clues as to what's going on under those local-level advertising "grass roots." This is particularly true of local radio and tv findings, since data on local radio is hard — if not impossible — to collect through the usual channels. Local trends: 1952-1954: In his three-page mimeographed question- naire, Lawton gave local businessmen a list of nine oft-used local media and asked the merchants to indicate wheth- er they had increased or decreased their expenditures in them during the past two years. These media included : Radio and tv, newspapers, local magazine supple- ments, billboards, direct mail, hand- bills, car cards and match folders. Lawton summarized the local trends from the nearly-400 replies in his 12- city sample this way : "1. The largest increases in adver- tising budgets during the past two years were for newspapers, direct mail, television and radio — in that order. "2. The largest decreases were for newspapers, radio, direct mail, bill- boards and magazine supplements — again in that order." When the two sets of figures are set up side-by-side, the results show a use- ful picture of local ad budget planning over the past two years. These are some of the highlight trends: Radio: More advertisers have stepped up their radio budgets than have cut back on radio. The ratio is about three-to-two in favor of radio in- creases. The figures: of the total sam- ple of nearly 400 merchants, 7.58% said they had trimmed back their radio budgets during 1952 and 1953. But 11.62% said they had stepped up ra- dio spending. The net increase for ra- dio, in Lawton's 12-city sample, is thus 4.04%. Tv: The booming general growth of tv is reflected in Lawton's local-level figures. For every two advertisers who said they had cut back on their tv bud- gets in the past two years, 10 said they had increased. Tv ranked second only to direct mail, and ranked ahead of newspapers and radio, in terms of the number of media users who had in- creased their budgets. The figures: 14.14% said they had increased; 2.78% said they had decreased. Net increase: 11.34%. Newspapers: The ratio of increase to decrease was about the same as ra- dio: three-to-two. The figures: 24.75% of the survey respondents reported 1952-1954 increases in newspaper spending. But the sizable percentage of those decreasing newspaper spend- ing in the past year — 15.15% — pulled (Please turn to page 100) 12-city study shows past use plus future air media plans of local advertisers 1 Spending in both local air media tvas increased .»»/ local atlvertisers during past two seasons, with tv increases running ahead of radio's. those increasing those decreasing approx. ratio RADIO .... 11.62% 7.58% 3-tr>2 4.04% TELEVISION .... 14.14% 2.78% 10-to-2 11.34% Outlook for tv growth is about the same, but radio growth in next two gears will be more than 56% greater than 1952-54 period, studg reveals. medium those increasing those decreasing approx. ratio net increase RADIO 9.60% 3.28% 6-to-2 6.32% TELEVISION ______ 14.39% 3.03% 9-to-2 11.36% Analysis: General trends reveal that air media figure importantly in past and present plans of sample of nearly 400 local merchants who responded to questionnaire study of U. of Oklahoma's Dr. Sherman P. Lawton. Tv's percentage gains were greater radio's, but radio was in wider use. About one out of threr reported using radio, about one in five used tv during 1954. 13 DECEMBER 1954 41 FIRST OF A SERIES ■ i,, i ads What I iiiichii) m wai Com muni cat ion hotuecn buyer and seller c»ai #1 trade paper advertising l>\ radio .niil television stations is to be effec- tive, ii musl -av mimic than just "l>u\ in\ station. Il musl embod) reason- wlu cop) "I the most persuasive kind. I hi- i- because such advertising is an important form <>l communication between the Inner and seller nf air lime. Il must provide useful m'u- and information and since this is su it lii- .1 verj real function in the radio and t\ advertising business. \\ lietliei current station advertising is doing the best job possible in pro- viding new- and information is an- other question, sponsor believes it is an importanl question because what- evei can be done to improve commu- nication between air seller and Inner will inevitabl) help to make the air media more efficient. sponsor, therefore, has gone to the buying end to find out what il thinks ol station advertising in the trade pa- pers and h liai can be done in improve ii. In this article, SPONSOR -how- what timebuyers, who are i losesl to the sta- tion picture, have to saj . < (pinions ol advertising managers, account execu- tive- and olhei top agenC) and client brass w ill hi- i o\ ered in an article next issue. •i; make- no claim that this roundup ol timebuyei opinion i- a statisticall) valid sample. However, tin timebuyers inten iewed, 75' i men and 25' I women. lepie-eiil most ol the top 20 ah agen< ies and most o| the 1 1 1 1 < i v iewees hold dow n e\o ill i\ . oi -cmi-cv. 'il i\ e posts in theii agencies timebuying hierarchies. Lei ii I e -aid at the oiii-.t thai the -iiivev did nOl I ome up with anv -in- gle, dogmatic con< lusion. Noi did SPONSOR expo I to. -in. c ill. Ia> tot - thai go into the . huh .• ol stations are raried ami complex. 42 Some general answers stand oul bo that il SPONSOR were asked to describe the ideal station ad il might do BO in the following words: The ideal station ad is one which picks out one or two points illustrat- ing some unique attribute about the station. This could be some fact about audience, power, market, programs or QUOTES from timebuyers "My impression over a period of time is thai tin dominant station in a market is the one which advertises most." "The ads that 1 rememher are those which keep repeating one point over and over." "\cr- are busy people. The station ■hould choose one or two point one sparkling idea i- he-t — and put it aero-- strong." "Station ad- can lx- valuable hut a lot of stations jual don't do ad- properly. They should point up the storj better." anything that might distinguish a -ta- lion from it- competitors. The ad -honld be professionally laid out. Copy should l>e sinartlv written and sophis- ticated, but not too long. Claims should be documented in the ad. 1 he bead- line -hould be unusual, (lever, but not trick\. The ad should be repeated o\er and over again. Of all these factors, the most im- portant one is the first, according to timebuyers. To put it negatively, the station should not attempt to crowd too much information into an ad. Here- what one top timebu\er said: '"I don't like ads cluttered up with loo main statistics. People can't re- lain too much in their minds and. be- sides, timebuyers are prettv l>u-v peo- ple. The station should choose one or two good points — one sparkling idea is best — and put it across." \n important woman buyer said: "I don't like too man\ facts in an ad. I like the modern approach, which em- phasizes a good-looking ad with only a few points made." Another woman timehuyer nut it another wav : "Kverv station has some -Iron-; point it can talk about. It should highlight this strong point. Too main stations sa\ the same thing. The ads that attract me are those which point out a station'- uniqueness. One of the top timebuyers in the business said, in almost the same word-: "I look for useful informa- tion in an ad. especiall) about a sta- tion's uniquem --. C.loselv allied to this wa- the feel- ing among timebuyers that stations -hould hammer home their idea- bv constant repetition. \ well-known time buying execu- tive at one of the top three agencies told SPONSOR: "The ads that I remem- i Please nun to page 113) SPONSOR i radio-tv ads 1 proved, survey indicates Mock station ad layouts show good, bad copy ideas The ad layouts shown below and to right illustrate some of the outstanding points made by timebuyers in a roundup of opinion, sponsor did not set up statistical sample for this survey, felt it would be better if conversations were free and. informal. Hoicever, most of the top agencies were covered and most of those interviewed hold down executive or semi-executive posts in their field. the ONLY SO kw station ZZOIANDA wai THE IDEAL AD: Most common recommendation by timebuyers for effective station ads was that station should stress facts showing some unique attribute about itself. Uniqueness attributes for ads can range from programing to availabilities. No more than one or two points should be emphasized. Ad should be repeated for maximum effect. IST-IN-MARKET AD: While time- buyers ara interested in what station is "best" in its market, many feel sta- tion-dominance claims are exagger- ated and that sometimes claims of dominance in one field are made to appear as if station is tops in all. As a result, the timebuyers tend to be blase about Ist-in-the-market ads. *Wfie:ttytra ^S h* WZZZ^ , you buy $000,000,000 In purchasing- power **""^*\. MARKET DATA AD: Most timebuy- ers are not interested in detailed market data, don't like too many facts and figures in an ad, anyway. It was pointed out that market data is not of direct concern to timebuy- ers since the market list is usually made up before the job of picking stations is turned over to them. KZZZ COVERAGE AD: Most timebuyers like to see coverage information, es- pecially those who buy network line- ups. In latter case, problem of over- lapping signals is critical. Some file coverage ads for future reference. There was a feeling that many maps exaggerated coverage, but they were, at least, a starting point. Why railio-1 v are "sunn buoni" for Ronzoni ;.: r media gel 80% of .S500.000 budget, help Koiisoiii Amerieanize its macaroni products g% ii\\m and h helped macaroni- making Ronzoni ( !o. to change the eat- ing habits of millions. \ dozen years ago, Ronzoni n;i- jus! another obscure brand name among some 30 different macaroni brands throughout its Northeast I . S. distribu- tion area. I hen, seven years ago, Ron- zoni started on il- l New England. • The market for Ronzoni products has been "" Americanized" to the point where sales to Italian-Americans now represent onl) a fraction of total sales. • Ronzoni admen now estimate thai Ronzoni's wide line of macaroni prod- u< i- "outsell an\ other brand in its area generally, and outsell all others put together in it- territory in Italian- American sales." (Others in the maca- roni trade rale Ronzoni a strong con- tender but there's no agreement on who'- first. Sales are often "top secret. Gerard Benedict, Ronzoni's advertis- ing and sale- manager, sums up tin- role of air media in Ronzoni ad plans in these word- : "Radio has done an excellent job of reaching Italian-Americans, through foreign-language -how-, to maintain our high sales level at a low media cost-per- 1,000. In fact, our Italian- language radio -how i- neail\ 2\ \ears old. and on the ail COntinUOUsh . se history c a iiiiiiiiiiiiiiiiiiiiiiii '"In recent \ears. television has been particular!) effective for our line of macaroni products. It has done a won- derful job in persuading viewers to tr\ Ronzoni. \t the same time, through t\. we have been able to demonstrate the qualitv and appetite-appeal of Ron- zoni. to -how new ways to prepare Ronzoni products and to educate peo- ple as to Ronzoni Macaroni's nutrition- "Roruoni sono buoni.' firm's slogan, is used in all radio, tv commercials, in jingle. Italian words are easily understood, catchy tune aids remembrance Television film commercial based on |ingle em- ploys teacher-classroom approach. Children sing words as teacher writes them on class blackboard al value- in their diet. Ronzoni today is spending about 8O9? of il- total budget in ra< 'io and t\. the re-l in new -paper-, billboards. Television programing represents about 75^5 of the total air appropria- tion, sponsor estimates the 1954 ad i udgel at about $500,000. Agen< j is Kmil Mogul. Here's the form of the air campaign. Ronzoni's current i\ schedule • sists of two program- with varied ap- peal. Io reach a general adult audi- ence it uses Xi\ - syndicated film Be- ries, / Led Three Lives, on \\ VBC-1 \ . New York, Fridaj evening 10:00-10:30 on alternate weeks. Junior Frolics, \\ VI \ . \ew York, telecast across-the- board 5:30-6:15 p.m., is aimed at young macaroni eaters and their moth- ers. Ronzoni sponsors a half-houi ment once a week. It supplement- this local programing with about 15 weeklj participations in afternoon and evening film show- over W \BD. and four 20- second announcements a week ovei \\ RCA-TV, New York. Firm builds trademark by consistency in adv ing, has used "water test'' in commercials for years. Water with Ronioni macaroni stays cl 44 SPONSOR Both tv shows run on a 52-week ba- sis. "Slackening sales in summer was more or less an accepted fact in the macaroni business," Ronzoni adman Benedict sa\s. "We decided to experi- ment, to see if full-year advertising would improve the situation. We con- centrated on cold dishes like macaroni salad for our summer commercial-. Hot-season sales have shown a decide.1 improvement." In regional radio, the firm's chief effort is a 30-minute Italian-language news and drama show broadcast six da) s a week over a selected foreign- language network. Ronzoni Theatre of the Air is on 1:30-2:00 p.m. over WOV, New York, and six New England stations. The firm also uses Spanish- language participations on WWRL. New York. Other radio programing, o\er WRCA, indues two Sunday 15-minute news shows rounded out by a weekly schedule of 25 announcements and participations in programs like Tex and jinx. At first glance Ronzoni's air schedule seems like a potpourri made of varied ingredients to please all segments of its potential market. Actually, however, the radio and tv lineups are carefulb planned to accomplish the company 's twin objectives: creating an increas- ingly large market among non-Italians while at the same time strengthening its position with the solid corps of Italian-Americans who buy its prod- ucts. Ihese are the problems Emil Mogul Co. faced in drawing up advertising plans for Ronzoni : Ronzoni is in second year as alternate-week sponsor of Ziv's "I Led 3 Lives," now on WABC-TV, gets broad adult audience (top). "Junior Frolics," WATV, reaches kids, mothers 1. Lack of familiarity with product. Many non-Italians think of "macaroni only in its usual "spaghetti" form — smothered in tomato sauce and sur- rounded by meatballs. They're unfa- miliar with the various bow, shell, wagon wheel, corkscrew and twi^! shapes that macaroni ran take. They may never have heard of marinara. mushroom or anchovy sauce. They don't know how to alter taste and ap- pearance ol the food bj mixing it w ith chicken live] s "i shrimp, foi example. Ronzoni bad to educate much of the public to die man) varieties ol maca- i oni before it could sell them. 2. Keen intra-industi \ < ompetition. There are at least a dozen well-known macaroni brands competing with Ron- zoni in the Northeast. With some housewives, brand selection is a hit-or- miss proposition. Ronzoni wanted to build recognition for its trademark by convincing consumers it had a distinct advantage over the other brands. It is the macaroni preferred by Italian- \mcricans, "the people who know macaroni products best." (The com- pany says its products are preferred by Italians "by over two to one compared with the nearest competitor.") Building recognition for its trade- mark involved much more than select- ing a copy theme, however. Ronzoni executives decided to establish famili- arity for its products by achieving con- sistency in its advertising. Once Ron- zoni discovers a successful program format, or a good slogan or an effec- tive commercial spokesman, it concen- trates on it. Meanwhile, other ap- proaches are developed, are smoothly worked into the over-all pattern. Long-range planning: Here are just a few examples of Ronzoni's long-range strateg) : • Ronzoni Theatre of the Air, the Italian-language regional network ra- dio show, is now in its twenty -third year for the company . • Junior Frolics, the children's-appeal (Please turn to page 104) Arlyne Grey has done commercials ever since firm Irst started on tv. Well-lit cooking demonstra- ions encourage use of Ronzoni's many varieties Nutrition, low-calorie content and economy are basic copy points on radio-tv. Nutritional value is main theme for children's-appeal commercia's Ronzcni is same brand used in Italian restaurants, one television film commercial points out. Firm says it's 2 to- 1 favorte with Italian-Americans PART 10 T THROUGH Z Spotisar Services inc. SPONSOR'* Tv Dictionary/Handbook comes to close with installment which begins below This truth installment of sponsor's Tv Dictionary 'Handbook brings the work to a do e. The tv industry lexicon tins been running in regular issues since 9 August 1954. // was compiled l>\ Herb True, advertising assistant professor, Notre Dame. ued) TILT DOWN Direction for camera movement, down. TIMBRE Musicians' term to denote a particular tone quality of musical instruments. TIME Period on the air available for a Riven .spot or show. TIMEBUYER Individual in an advertis- ncy responsible for making the proper selection of tv or radio to meet needs of advertiser. TIME CHECK Vital command to syn- chronize watches of all concerned in telecast or broadcast. TIMING Time intervals written in on a script during last rehearsal Indicat- -.'. here the performance should be in relation to the allotted or elapsed tunc ot the sb TIME TRANSITIONS 1) vices which Indicate passage ol nine between two ecutive scene . may be audio or video TITLE (1) Announcement or credits of a show which may be produced on film, cards or slides. (2) Creeping Ti- tle: A title usually on drum roll that moves up the screen at reading pace. TITLE MUSIC Background music be- hind opening and or closing titles and introductions. TITLES or TITLE SLIDES (1) Cards, slides (either drawings, printed or on film} which announce the title and credits of a program. <2> Any written or printed matter introduced into show or film for its own sake and not as part of presentation. TOLERANCE Maximum allowable lim- its of error in setting up or running any physical or chemical system. TONGUE To move a camera mounted on a boom in a horizontal direction left or right while panning to com- pensate for this motion. TOTAL AUDIENCE The percentage of tv homes viewing a specific show at some time during the telecast. T.R - T.L. Opposite of pan. Keep cam- era steady, move tripod or dolly. TRACK Position of the film on which the sound is recorded. TOWN CRIER loudly. list who sings too TRADEMARK A brand that is given legal protection because it is capable cf exclusive appropriation and other- wise satisfies the requirements set up by law. TRADE NAME The name by which an article or a certain type of grade of an article is known among buyers and sellers, the name under which a busi- ness is conducted. TRANSCRIPTION A recording of the highest quality especially made for telecast or broadcast. TRANSIT CASE Traveling case for reels of 16 mm or 35 mm film with metal can and plywood case to meet the requirements of the railway com- panies TRANSITION To change or move from one action, set or sc?ne to another by music, pause, narration, black screen, dissolve. 46 SPONSOR TRANSITION FOCUS A mechanical ef- fect achieved with a camera whereby the picture is thrown out of focus and then back into focus thus denoting a change. Can be accomplished with either one or two cameras, depending on the scene used when the camera comes back into focus. TRANSPARENCY Photography or translucent material, usually 35 mm film, frequently backlighted. Opposite of opaque. (See Slides.) TRAVEL SHOT (See Running Shot.) TRAVEL or TRUCK SHOT When the director wishes the camera to move in a direction parallel to the set, he in- structs the cameraman to travel or truck right or left. (See Truck.) TRAVELER Loose scene, backdrop or curtain, adjustable on pulleys. TRAVELOGUE Actual film of life and scenes in other countries; travel film. TREATMENT Intermediate step be- tween synopsis and script where com- plete tv story, commercial or produc- tion is finished. TRENDEX New York; research firm doing radio and tv work; uses Phone Coincidental with a multiple-city area coverage for tv and radio. Covers 10 tv and 45 radio markets; interview period for tv is first seven days of month, and last three weeks of the month for radio. Delivery time for tv is one week; four weeks for radio. Cost for radio is up to $4,000 for 45 cities, and up to $450 for tv per month. Over 12 tv subscribers, radio work started October 1953. Data supplied for quar- ter-hour daytime shows and half-hour evening ratings, sets-in-use, average per-minute audience and audience composition and sponsor identification indexes three times a year. (See Tv Ratings.) TRIAL PRINT Composite print made from the picture and sound release negative to check and correct the pic- ture and sound quality, cutting, timing and assembly. Frequently known as a sample print or test print. TRICK SHOTS or TRICK FILM To de- pend mainly on the representation, through special manipulation of the technical processes of production, dis- solves, superimpositions, opticals, of situations and events which would in reality be impossible, such as a cyclist riding up the side of a house or a magic horse flying through the air. TRI-GUN TUBE The first acceptable receiving tube used for compatible color tv system. The tri-gun tube re- produces the colors red, blue and green, i See special Color Section: 29 Novem- ber 1954, page 112.) TRIM Facing around a tv set open- ing such as a door or window. TRIPLE ASSOCIATES METHOD An ad- vertising test question in which the interrogator supplies a statement of the campaign theme and the type of product and asks the respondents for the name of the company or the brand name of the product. TRIPOD A three-legged tv camera mount. Cheapest, least desirable type. usually used in remotes. TROLLEY or DOLLY Wheeled vehicle on which camera can be moved in tak- ing a shot. TRUCK or TRUCKING SHOT Camera technique by which single talent up to a line of performers (a chorus, for in- stance) or a scene is covered by dolly- ing the camera along the line of sub- jects or along the scene while the cam- era is on the air. TRY OUT 'See Audition.) T-STOP A system of lens calibration, now coming into general use but not yet fully standardized, which makes allowance for the varying transmit- tance of different lenses and of the same lens at different periods. The most widely accepted definition of the T-stop corresponding to any dia- phragm opening (d) is the quotient of the focal length (f) of the lens divid- ed by the diameter (D) of the fixed circular opening having the same transmittance. If the lens transmit- tance is k; f = F/d; T = F/D; and (d/D)2 = k. Hence, if k = 1 (100% transmittance) , the T-stops and the f-stop will be the same. TURKEY Flop or failure. No good. TURN OVER (1) To relinquish con- trol at close of one show to the stage hands, engineers of the succeeding show. (2) A shift in tv audiences. TURNTABLE The rotating platform on which transcriptions are played; re- volving stages are also referred to as turntables. TURNTABLE TOM Tv director who is more interested in his audio effects (speech, music) than in visual effects. TURRET A mounting for the camera lenses that permits rapid change from one lens to another. Typically, a tv camera turret has four lenses mounted on it, each of a different focal length: an 8V4" lens which is for tight close- ups; 50 mm, 90 mm and 135 mm, each of which provides a wider angle, the 50 mm being the most distant. i Please turn to page 74) TV DICTIONARY SOON TO BE OUT IN BOOK FORM This issue's installment of sponsor's Tv Dictionary/Handbook brings this reference work to a close. Early next year, the thousands of terms it contains will be reprinted in book form. This book will repre- sent the most complete record of tv terminology today. It is designed for your convenience as a handy reference work. Cost will be $2 a copy. You may reserve your copy now by writing to Sponsor Services Inc., 40 East 49 St., New York 17. 13 DECEMBER 1954 47 SPECIAL ART EFFECTS IN TELEVISION Section of SPONSOR'S Tv Dictionary covers painting technique, artwork, tv moving displays BACKGROUND LIGHTING, ARTWORK Realistic Perspective Exteriors, reced- ing landscapes, general pictorial ma- reets which are repre- sentational of real objects. Stylized Perspective Painting in dis- tortion. Decoration Painting not supposed to be representational, 'posteresque" re- view or vaudeville backgrounds; car- tooning. GRAPHIC ARTS Cartouche Titles A cut-out cartouche or decorative panel in one live title card may serve to dis- ploy several other titles by the device of sliding small titles in a groove be- hind the main title. Crawl Titles Roll titles are printed or hand lettered titles on long stripes of heavy paper made to rotate on a drum. Flip Titles Printed or hand-lettered cards which fall one after another to provide a continuous message. Proscenium Titles For dramatic pro- grams a miniature stage may be used with main titles and credits printed or hand lettered on cardboard drops which rise in succession to reveal ad- ditional cards. PAINTING TECHNIQUES Scumbling Dry brushing a darker value over a lighter to camouflage and break down a flat surface, suggesting rough tex- tures. Spattering Sprinkling small dots of pigment on a ground coat for a pebbly or antique effect. Stippling Transferring pigment to scenic elements from a sponge or wad of paper by patting the surface to give the effect of stone work, plaster or other mottled textures. Puddling Putting different colors on floors which are still wet and blended with straw or brush to suggest old stone work or dungeon walls. STUDIO, PERFORMER LIGHTING Black Backdrops and Clothing Dress perform- ers all in black except for those parts which it is desired to televise. Have them appear against a dull black back- .nd so only their non-black areas will be picked up. Can be used with i lions with colored light and filter combinations. Black Light Paint a chop in both ordi- nary flat and fluorescent paint and illuminate with visible light. Mount a • black light" projector beside the standard source. Attire actors in fluorescent clothing. The picture ap- pears normal with standard light on; when the "black" (ultra-violet) light is on, a different setting is created. Black light (infra-red) is also used to strengthen scenes where light level is low, such as in opera. Special Use of Lights and Filters (1) Select appropriate combinations of colors. (2 1 Paint parts of the set in two colors. (3) Use one or other of two light sources in conjunction with filters over the camera lens. The re- sult is startling ppearances and dis- appearances. MISCELLANEOUS SPECIAL EFFECTS Background Projection Projection using devices such as a translucent screen to give various desired effects. Balopticon An optical attachment in which an image of a lighted piece of opaque copy may be projected into the tv system. 'Telop.) Break-away Furniture: You can saw the legs or pieces to be broken through, then bore a small hole and insert a tooth pick in the hole to hold the fur- niture until it is ready to be broken. Electronic Horizontal wipes, fadeout to black screen, fade up to white screen, etc. Fire Flicker Set a photoflood or small spotlight on the floor, direct its rays toward the area to be televised and dangle strips of torn cloth attached to a stick in front of the light. Fireplaces Smouldering fireplace fires that are realistic can be made from broken brown glass piled over a light; sprinkle titanium tetrachloride on the glass to produce smoke. Flashes and Explosions Always Check local fire regulations and take cau- tionary measures for extra protection. The use of photographers' flash pow- der can be used to achieve these ef- fects. Place the powder in a cut-away section of a fuse, place the fuse in an electric circuit and turn on the cur- rent. Extreme caution should be used. The fuse should be in a box to pro- tect people and props from the flash and explosion. Flats Framed scenic elemente used in theatrical or movie production usually 6' x 1(K high. Gunshots Toy guns which come with a small harmless milk of magnesia powder will give the desired effect. If smoke is desired, small amounts of corn starch can be added for effect. Hail Common ice cream salt looks enough like hail to be a very good substitute for it on a television set. High Angle Shots Mirrors can be used to form a periscope so that a low-cost camera crane may be used to take spe- cial optical shots. Keyed Insections Simple subjects can be inserted into pictures from other sources by suitably keying the main video signal by using two cameras with the proper keyed insertion cir- cuit. Lightning Fasten to a board six 150- 200 watt reflector-type photoflood bulbs; by opening and closing the switch, the lightning effect can be pro- duced. Live Studio Sound-stage type of studio basically an enclosed room, or dislo- cated area fitted with facilities and equipment for broadcasting or televis- ing. Miniatures; Models Any setting dis- play or background constructed at a greatly reduced scale. While the terms are used interchangably, "mini- atures" usually refer to designs exe- cuted on a plane surface and "models" to a three-dimensional view or back- ground. < Dioramas. ) Models The use of photographs is ex- cellent for any size models. The ob- ject can be photographed from all sides and then joined together to give a realistic effect. Toy objects such as busses and streetcars can demonstrate tranportation facilities. Rubber bath sponges cut to desired shape make nice shrubbery. A fan can be used to create motion in the curtains or the flag. Montage In tv artwork, a related group of drawings or photographs ar- ranged in a regular or amorphous manner as a design and attached to a title background or display board Montage Amplifier Provides a com- posite picture made up of two input pictures keyed in a pattern formed as a black-and-white picture on a third signal source. Night A sharp imbalance of light can create the impression of night. A light smoke haze will also produce the ro- mantic effect of night. Optical The intentional adjustment of the camera lenses out of focus to a blur, the rotating of special lens at- tachments to create multiple or com- posite pictures. Photomurals Enlarged photographs will often solve this problem. The I Please turn to page 90 < 48 SPONSOR 3 a iHo\ Rooih stU and J« MB o 13 KEinwrTl m I y&MRONT WHERE WERE YOU? 55 (A BING CROSBY ENTERPRISE G5 IS a nd *•* PfoducH . - ■ / 1 "J< U'p Syndication) starring p««roN F0STER c a D\ IT'S A D GREW LIFE (Raydic for Chrysler) 3 starring MICHAEL O'SHEA BILL BISHOP ol JAMES DUNN SO THIS IS SctRWGER W" ' .. MP Syniiwl'10^ Prod, sfa Cf/0^ for TON,, 19 CASS OALEV (Roland Reed Productions starr n9 c a a a a RICHARD CRANE m IS man behin •.<•• One of the sad sales practices which has put the damper on na- tional spot is the tendency on the part of most radio and tv sales- 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 broadcast this information, but it's no state secret. The printed media boys play this bit of intelligence for all its worth, while the tv and radio boys bark up the wrong tree." Timebuyers know that the sure-fire way to lose out in the battle for media dollars is to overlook the decision-makers behind the ad curtain. Fortunately, the industry (at long last) is shunting tradition aside. The RAB, TvB, NARTB, station representatives, station salesmen and many others are training their sights not only on the timebuyer but on the people behind the timebuyer. This is the area in which SPONSOR shines. Much of its editorial content is pinpointed toward the firm head, the ad manager, POXSOR the magazine radio and tv advertii Write for these previously published ads: (1) "Why is a trade paper like a television station?" (2) "How necessary is trade paper advertising?" (3) "How much should a station invest in trade paper space?" (4) "Sure way to spot a well-read trade paper I" the ad curta the sales manager, the account executive, the plans board and the many more who decide which media to use, which markets to push, and which stations to buy. Nearly 40% of SPONSOR'S guaranteed circulation (10,000 on 1 January 1955) goes to buyers at the client level ; 30% to buyers at the agency level. SPONSOR is th advertising, 1953 vs. 1954 BROADCAST PAPER AGENCY/ADVERTISER READERSHIP Publication "I rrad regularly" 19S3 1954 SPONSOR BROADCASTING TELEVISION VARIETY RADIO DAILY BILLBOARD jey By CQRE, 1954 survey by Alan C. Russell Marketir Only agencies and advertisers -surveyed; only broadcast publications' old at time of survey included; only Standard .V.h j yister and National Register Agencv List used as sources: 1100 cucstionnaires mailed and 5 returnee M I ay Jake Evans, Bernie Piatt, Bob Mendel- son, Ed Cooper, Homer Griffith or Arnold Alpert tell you more about SPONSOR? «i mniiii on i|i«'sii\ Max Glanbard President Filmwright Productions, Vein York I be agenc) that keeps in mind the limitations of color film, as well as its exciting possibilities, will avoid costly er- rors and dis ip- pointments. I. Color film. although bighl) developed now, >till does nut reproduce all shades accu- rately. It i- designed to please the viewer over the broad color range rather than to render exact color du- plications. Your product maj repro- duce with reasonable fidelity ... it maj not. It i- important to under- stand thai in -dine instances products and packages will have to be specially prepared in order to look the wa\ the) should look. 2. I nlike the human eye, film has no brain behind it to interpret and recognize what is seen; the film rec- ords all colors before the camera with ditni ial -election. I'm example, a sheet of white papei held in a shadow will appeal white to your eyes be< ause \ our brain knou - it i- n hite. < oloi lilm. on the other hand, will re: ord it objectivel) for what it is al thai mo- ment : a -hade of gre) Similarl) . a human fa< e next to .1 blue wall w ill exhibit normal flesh tones to the eye, bul on coloi film one side oi the fa< e ma) appear blue dm- to the blue light reflected from the wall. It now be- . omea a& essai j to learn to \ iew a scene as made up oi isolated hues .i. Do not a-k foi ex- essh el) fine detail in 1 1 olor film. < oloi tsualb gives more bod) to shapes that seem flat in black-and-white, hut i- apt to be less sharp than black-and-white. This condition will be aggravated b) the time it finally reaches the tv screen. Therefore, in compensation, normal close-ups should be made even closei ... a lightening b) about 15%. 4. And finally a word about getting too "colorful." A too-generou- use ol color backgrounds and objects can be more distracting than helpful. A helpful suggestion would be to use large neutral-colored area- in the scene. These will blend the general color harmon) and allow selective use of color for emphasis and directing at- tention to the product or action. Remember that color heightens the illusion of reality for the viewer and consequently makes him more critical of how the scene should appear. But properly used, color can bring a vital- ity and depth to commercials that strengthen their sale- power consider- ably. EXPLORE TECHNIQUES FIRST liy Shamus Culhane President Shamus Culhane Productions, Ve» ) f black- and-white productions. 52 SPONSOR USE 16 MM. KODACHROME By Murray King Producer-Director Blinker Productions, New York A sponsor's mes- sage on color tv can fall flat due to poor planning and inadequate knowledge of the new medium. Here are a few things I have learned from my experience in making color tv com- mercials that might be helpful. For color tv commercials, it is not necessary to incur the added expense of shooting in 35 mm. film (which is the usual size for black-and-white). Costs for shooting color are apprecia- bly higher in 35 mm. than in 16. I have found it more expedient to shoot in 16 mm. Kodachrome, with the add- ed advantage of securing black-and- uhite release prints for ordinary tv transmission with a clarity and sharp- ness that is difficult to duplicate from negative stock. It should be noted, however, that black-and-white prints from commer- cials that are shot in Kodachrome should not be integrated with a pro- gram series that is shot in negative stock, or conversely, a program series that is shot in Kodachrome should not be integrated with commercials shot in negative stock — for the apparent rea- son that one or the other, by compari- son, will be hazy or out of focus. Successful color telecasting depends on the quality of the finished print to be telecast. In black-and-white trans- mission, poor films televise as poor films. However, they are received on the home set. In color telecasting, a poor print is disastrous. In all cases, the agency must check with the lab for a good timed color print. Failure to produce a color print of high qual- ity is most frequently due to lighting mistakes. Lighting gradations in black-and- \\hite filming range from one to 21, whereas in color filming, the ratio is one to three. This means that in or- der to obtain proper color balance, the latitude in lighting is strictly lim- ited. If, for example, the brightest area of your set registers 300 foot- candles, it follows that the darkest part must register no less than 100. i Please turn to page 114) \ o, TttB VISUM- \ And WBNS-TV Showmanship Sells WBNS-TV Programming rated tops in Central Ohio, the station schedule has been built on popular CBS programs and high rated local productions. \^j ny) f Because of this, WBNS-TV remains an undisputed leader, con- f ULLllUH. 171 11113, VVUilJ'I T 1LIU.U1I1 ail UllUl.l UUILU I'.aULl, I.W11- ■*• sistently carrying 9 out of 10 top rated multi-weekly and 12 out of 15 top rated weekly shows. (Sept. 1954 Telepulse). WBNS-TV Facilities include the finest engineering equipment in the country as well as a stand-by transmitter and antenna system to guarantee continual audience reception. WBNS-TV Pvblic Service covers many features for the betterment of our city and country. Our public service activity has been nationally recognized by the Alfred I. DuPont, Zenith, Headliners and Sigma Delta Chi awards. WBNS-TV Market covers 33 Central Ohio counties with a set circulation of 423,000 and over 2i/> billion dollar effective buying income in America's fastest growing and leading test market area. Such factors have largely contributed to WBNS-TV's recognition as one of the most outstanding television sta- tions in the country. COLUMBUS, OHIO CHANNEL 10 CBS-TV NETWORK —Affiliated with Columbus Dispatch and WBNSAM • General Sales Office: }3 North High St. REPRESENTED BY BLAIR TV 13 DECEMBER 1954 53 f. \<>ir stations on ciir CITY 4 8TATE ALLENTOWN, Po. BLOOMINGDALE, N.Y. GREAT BEND, Kan. HOUSTON, Tex. LAKE PLACID, N.Y. MONTGOMERY, Ala. PLATTSBURG, N.Y. TULSA, Okla. CALL CHANNEL LETTERS NO. 0N> AIR DATE ERP TNS. ON AIR SETS IN MARKET! 1 000 1 PERMITEE 4 MANAGER WFMZ-TV 67 4 Dec. 80 970 None NFA See Plattsburg, N.Y. KCKT 2 28 Nov. KTRK-TV 13 20 Nov. 100 316 970 960 NBC ABC None KPRC-TV KUHT^ KGUL-TV NFA 378 vhf See Plattsburg, N.Y. WSFA-TV 12 15 Dec. 316 1,040 NBC WCOV-TV 60 vhf WIRI'; KVOO-TV 6 Dec. 5 Dec. 2,750 100 1,220 DuM NBC CBFT" CBMTS KCEB KOTV 228 vhf" 229 vhf Montgomery Bcstg. Co.» David E. Dunn. pre*. Lionel F. Baxter, v. p.. gen. mgr. & film buyer R. F. Hudson St.. v p. R. F. Hudson Jr.. part ownrr H. S. Durden. se.-tres. Sebie B. Smith, part owner & technical dir Great Northern Tv Inc. Jot I H. Scheier. pres. & gen. mgr. Vincent S. Jerry, v. p. Robert DulT., ..nimerrlal eduratlonal outlet aj»sated In Galvetl •As of 1 .Tune 1954. 'AVSFA TV has been sold tr WKY Radiophone Co (WrCl Oklahoma City), which Is mined by Oklahoma City Dally Oklahoman" and "City Time pending FCC approval. WCOV AM ncry. an.) KWTV It?), Oklahoma I y apprmal to transfer: WKY, In turn, called allegations made I and KWTV "false and scandalous." •Ch. 5 Is allocated to Lake Placid: transmitter locat i li top eft, Terry, near Rloomlngdale. "Montreal. Canada ►Montreal. Canada 'Inclu 38.000 sou in V S ; 130.000 sets la French- Canadian homes: 70.000 sets In Kngllsh-spealtft Canadian homes). 54 SPONSOR Of course flowers can talk! You can make them do it any time you wish; and you can be sure of what they're saying, too. These and other stunts are available in great variety — ready to be used to change pace, or to clinch a point. Easy, economical, too, when you USE EASTMAN FILM. Lovely in black and white? Yes! But think of it in COLOR.' For complete information — what film to use, latest processing technics — write to: Motion Picture Film Department EASTMAN KODAK COMPANY, Rochester 4, N. Y. Bast Coast Division Midwest Division West Coast Division 342 Madison Avenue 137 North Wabash Avenue 6706 Santa Monica Blvd. New York 17, N. Y. Chicago 2, Illinois Hollywood 38, California Agents for the distribution ani sale of Eastman Professional Motion Picture Films: W. J. GERMAN, INC. Fort Lee, N. J.; Chicago, III.; Hollywood, California I WL Tv film shows recently made available for syndication Programs issued for national syndication since the spring of 19S4. IllllllllllllllllllllllllllllllllllllllllllllllllllllllliUllilllllllllllllU^ Show njrne Svndtcaror Produce! Length No in series Show name Syndicator Produce' Length ADVENTURE EDUCATIONAL Adventure Album Adventures of Rin Tin Tin Confidential File Jet Jackson, Fly- ing Commando Jungle Jim Jungle Mjcabrr Mandrake the Magician Passport to Danger Interstate Screen Gems Guild Films Screen Gems Screen Gems Kj ,,. Packages Ik. AUC TV Toby Anguish Screen Gems Guild Films Screen Gems Screen Gems Hail. 0 *. Tv Packages Inc. Atlantic Prod. Hal Roach Jr. IS min. 30 mln. 30 mln. 30 mln. 30 mln. 15 nun. 30 mln. 30 mln. CHILDREN S Adventures ef Danny Dee Adventures oi Rin Tin Tin Boy's Railroad Club Lot's Draw Playtime with leery Bartell World of Wolo Danny Lea Screen Gems Association Films Inc Get. Bagnall Sterling Geo Bagnall Irwin Rosee Screen Gems Association Films Inc. Frank Webb Jerry Bartell New Albion Films IS min. 30 mln. 15 min. 15 min. 15 min. 15 min. COMEDY Eddie Cantor Comedy Theatrt) Meet Corliss Archer Meet the O'Briens The Goldbergs The Llltle Haveals You Can't Take It With You Zlv Zlv Official Guild Films Intrrstat* Screen Gems Zlv Zlv Roland Reed Guild Films m.i FTnnrl Screen Gems 30 mln. 30 mln. 30 min. 30 mln. 20 min DOCUMENTARY Impact Norman Vincent Piale Tenth of a Nation This Is the Story Where Were You? Natl. Telefilms Guild Films Essen Films Sterling UTH Herbert Breg- «teln Guild Films America, i News- reel Morton Tv Prod bing Crosby fin min 15 min. 15 mln. 15 min. 3'i mm OfAMn M». i Theetre Bit* and the S'rrv Th. Whistler Screen Gems UTP Serocn Gems Screen Gems Guild Films NBC TV Film Atlas Tv Strrllng M rs' Tv Program Sarvlcr UTP TceVrt Zlv Official CBS TV Film S'reen Gems Morgan *. Solow Screen Gems Screen Gems An're Luotfo Prn4 Galahad Prod Demby Prod. Mi rling Procklor n Knsne Centurlan Prod. John W. Loveton Grots- Krasno G Foley « Stir Prod lr*'ie Parsons •>" mln. 30 min. 30 min. 3n mln. 30 mil. 30 mln 30 mln. 15 min. 10 mm SO min. :.n min 30 min. 30 rain. 3" -nin SO mm 30 mln 30 mln 28 26 39 28 39 52 26 26 130 26 6 32 13 52 3* 39 39 IU0 39 2K 39 ?n 52 26 7R 39 52 2r. 39 13 39 3« 29 39 57 39 2fi to Popular Science This is Charles Laughton Interstate TeeVee Jerry Fairbanks Gregory-Harris 15 mln. IS mm INTERVIEW Spotllte at Holly- wood Geo. Bagnall Hollywood Spot- lite Newsfllm MUSIC Connie Haynea Show Florlan ZeBaeh Show Frankie Lalne Show Horace Haldt Show Music for Every- body The Guy Lombardo Show This Is Your Musics Guild Films Guild Films 15 mln. Guild Films Guild Films 30 mln. Guild Films Guild Films 30 min Consolidated Tv Geo. Bagnall 3C m'n. Sterling Sterling 30 min. MCA MCA 30 mln Jan Prod. Barrett 30 mln. Adventure Out of Doors A II American Game of Week Big Playback Col'ege Grid Classics Grratest Fights ef the Century Pre Grid Classics Sports Mirror T'-lesportt Digest The Big Fight Th.s Wrek in Sports Touchdown Wir-ld's Grea'est Flnht-ri In Action Van Ceeverlng Prod. Sport sslslon Screen Gems Vitapla Mannie Baum Enterprises Vitapll Geo Bagnall MCA T'-e Big Fights INS MCA The Big Fights Van Coeverlng Prod. Screen Gems Ray Gordon Allan Black Ray Gordon Wlckham Film Tel Ra The Big Fights Hearst- Mrfrotone Tel Ra The Big Fights 15 mln. 30 mln. 15 min IS min. IS mln. IS mln. IS mln. 30 mln 60 mln 15 min 30 mil. IS min VARIETY Bride & Groom Date with a Star Movie Museum Guild Films Guild Films 15 min. Consolidated Tv Geo. Bagnall 15 min. St ti no Blograph 15 min WOMEN'S It's Fun to Reduce The S-wing Room Guild Films Zahler Films Guild Films Centaur 15 mil. 15 mln. 77 26 39 M M 28 52 52 28 NEWS Adventures In the News Sterling Telenews 15 mln. 26 PANEL Answers for Americans Facts Forum Hardy Burt 30 ml*. 52 cpfir>T< 26 Not set 52 13 164 13 13 39 52 52 13 32 39 28 26 31 II 'No itndliaior named as j-rt. BPON801 alon lo sinj Information on a 55 SPONSOR "ALONE IN THE RED RIVER VALLEY . • ... but NOT lonely!" WDAY-TV is the only TV station in Fargo . . . the only station in the Red River Valley. Here's how far away our nearest "competitors" are: Minnecipolis-St.Paul more than 200 miles Bismarck more than 1 85 miles Valley City, N. D more than 50 miles And, boy! — we've got television set satu- ration in our area, too. In Fargo, it's 70.5% ... 20 miles away it's 57% . . . and fifty miles away it's 33%. And our viewers aren't lonely, either. \\ e keep their sets turned on with 57 popular local programs and 60 of the best shows from NBC, CBS and ABC . . . including many live shows, both network and local. Ask Free & Peters about WDAY-TV . . . the Red Ri\er Valley's only T\ station. WDAY-TV FARGO, N. D. • CHANNEL 6 Affiliated with NBC • CBS • ABC FREE & PETERS, INC., Exclusive National Representatives 13 DECEMBER 1954 57 Our Afternoon Star Salesman BILL RILEY Something wonderful happens when Hill Riley's running the show, because Bill makes things happen. Bill loads his after- noon hour-and-a-half with the telephone participation fea- tures, fun, and music that make the program unique in this health) [owa market. Bill Riley will move merchan- dise for you, too . . . he's got the big, responsive audience to do it. Don't waste time, time- shopping. r>u\ K.RNT, Your B isi( l'>u\ in Iowa . . . the CBS station in Des Moines with 61 Iiimn oiu ol 67 Hooper periods. Represented by The Kjti Agency %«»!*• development* on SPONSOR stories S**0: Hon far on! does a tv station sell? Issue: 3 ^,a> 1954, page 38 Subject: How t\ station* increase their pop- ■ 1 1 a r i l > among outhing \icwcrs Working on the theory that everybody lik«-~ to see his hometown publicized. \\ SLS-'I V. Roanoke, telecasts news items clipped from more than 40 country newspapers published in it- viewing area — items that are interesting hits of local news hut which don't make the win- services. Clippings, reviewed bj Vndj Peterson, make up onlj one part of the weekl] 30-minute Community Headlines -how. One of the towns represented among participating newspapers is spotlighted weekly. John Gilbert, WSI.S -T\ < ameraman. and Fred L. Corstaph- ney, director of promotion and merchandising, -hoot about 300 feet of film in the town covered. They photograph local points of in- terest, local people. "All the newspapers cooperate to the utmost," Corstaphnej de- clares, "and most of them carry our t\ program listings." * * * S<"t»: llou International Nickel u-es ra- dio for public relations Issue*: 1 November 1954. page 34 SlllljtM'l: The ways in which industrial cor- porations utilize air media in their p.r. and advertising program- The ways in which two industrial firms u-e radio were explained to members of the Southern California Broadca-t< r- \--n.. recently. Associated Products, which makes Sakrete dry pre-mix concrete, uses radio and tv to sell concrete not only to construction firms hut also to farmers and do-it-yourself homeowners. Northrop Aircraft uses radio as a "help wanted" medium, in recruiting empkr "Sakrete has plants located in cities from coast to coast." John O'Connor, Southern California manager of the company, told the broadcasters. "Several of our plants engage in extensive radio and tv advertising, including those in Chicago, Baltimore. Cincinnati, Minneapolis and Fort Worth. And our local plant has for the first time ventured into the field of radio advertising this year. ' At first, O Connor said, Sakrete used announcements, but now is sponsoring news as well. He said the dealer- have reported new customers as a result of the radio programs. Walton E. Brown, advertising manager of .Northrop Aircraft, said Southern Californian aircraft companies employ more than 20,000 people. The tremendous work forces, he said, necessitate correspondinglv large recruitment advertising programs. Northrop had used newspapers. "Then one Thursday our personnel people told us wed have to double our hiring program because of a major increase in the w ork load. \\ e had to make the step-up by the follow ing Monday." By Saturdav morning. Brown recalled, two stations had begun an- nouncement schedules. When the employment office opened up Monday morning, there was a line of applicants nearly two blocks long waiting to be interviewed. "\\ eve devoted a substantial por- tion of our budget to radio ever since as a result of this emergency campaign," said Brown. "In fact," he continued, "we've enlarged our radio ad budget to the point where were now sponsoring an hour-long concert pro- gram Saturda\ nights. We use this more or less 'high brow' show to reach qualified engineers." * * * 58 SPONSOR fr D/g tfcia CRAZK BancWagoo/ jys& ' COMMERCIALHOtMj 'G HO U US' ^t^Lpftfi/lT/N, "Man, this ain't no bandwagon . . . it's a rocket ship." "Hang on, son. No plain, old-type bandwagon for us, but a real super-sonic KATV space job with 82 out of 105 hours sold to sharp, sales-happy advertisers." "82 of 105? There's gotta be a reason." "Reasons, man, REASONS! Look at the market, look at the audience, the facilities, the programming, look at . . . ." "Man, I'm looking, but you're going too fast." "It's a fast bandwagon, son . . . because no other station can give you so much in the heart of the rich Arkansas market!" "I'm gonna jump on the KATV bandwagon and ride to the top in Arkansas!" Jump on with: Bruce B. Compton National Sales KATV CHANNEL 7 John H. Fugate, General Manager 620 Beech Street, Little Rock, Arkansas Jump on with: Avery-Knodel, Inc. National Reps i "3 DECEMBER 1954 59 *T7J3 STARS! SONGS! Something different and exciting every week . . . to capture the most respon- sive audience in TV history! With Cantor aione, the show would be terrific! Add music, girls, dancers, starlets and guest stars like Brian Aherne, Don DeFore, Pat Crowley and many more, and the series is absolutely irresistible! Here indeed is a most magnificent triumph in TV entertainment! BORATE! MUSIC... all special arrangements by DAVID ROSE (of "HolidayforStrings" fame) i. ZIV's GLORIOUS NEW TV EXTRAVAGANZA COMEDY THEATRE /# HURRY! Capitalize on the Cantor name and fame NOW before your market is closed. % f *'fe£v- WSAU-Tv WAUSAU, WISCONSIN ABC • DuMont CHANNEL 7 89,800 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 Marshfield News Herald Wis. K.ipids Daily Tribune Merrill Daily Herald Khinelandcr Daily News Anligo Daily Journal OWNED AND OPERATED BY WISCONSIN VALLEY TELEVISION CORP. nl trail iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiM Syndicated repeats: It didn't take the syndicators long to realize that if i\ stations could run repeats of film shows and get good ratings I such as WOIMA. New York, and KHJ-TV, Los Angeles, sponsor, 18 October 1954. page 56), they could do the same tiling. Now United Television Programs is offering what it calls the "Smash" plan. The "Smash" plan, as it was tried in San Francisco over KR()\ (tv), works like this: Three I TP programs. Waterfront, Lone Wolf and Where Were You'/. are telecast on an across-the-board ba- sis nightly instead of weekly. The shows are aired at 11:00 to 11:30 p.m.: within an eight-week period at a rate of five, six or seven shows per week, a total of 39 half-hour films. In San Francisco shows are sold as participations — four one-minute com- mercials to a program. National spot advertisers included Anahist. Ford. American Tobacco, Southern Pacific. Decision to start the showings at 11:00 p.m.. said UTP, was reached after a surve) was made among late- night tv viewers. Survey indicated that man) viewers disliked starting a program at that hour that would keep them up until after midnight, but that the) wanted something to entertain them for an additional half-hour. In- somniacs who insist on a late movie, the sur\e\ showed, don't mind start- ing one at 11:30 p.m. Therefore, says UTP, stations using "Smash" plan will catch both audiences. .'{.Off; features for tv: There are enough feature films available for tele- vision that a station could run one feature ever) da) of tbe \ ear for eight years without duplication. This is in- dicated in the latest issue of 7 i Film Program Directory — Feature Film. published b\ Broadcast Information Bureau, which list 3,046 titles not counting Western-. There are enough \\ esterns to run one daily for three sears skipping Sundas- ')')2 availa- ble for t\ use. The current director) doe- not list 500 feature film titles which ha\e ap- peared in previous editions. Their quality, su- Julienne (Judy) Dupuy, editor, is now judged insufficient for telecasting. The directors, besides listing film title-, also lists the length of the film, a brief description of the plot, stars. whether in monochrome or poly- chrome, the distributor, whether 16 mm. or 35 mm., price and other data. Ever) film listed in the directors has been cleared for tv use. according to Mi-s ])upus. BIB also publishes di- rectories of free films available to tv. film serials, series and film packages, other directories. Network film claim: Screen Gems Inc. tv subsidiars of Columbia Pic- tures Corp.. says it has surveyed net- work programing and finds it has more film series on the networks than any other producing-distributing com- pany. Its shows are Father Knows Best. Ford Theatre. Adventures of Rin Tin Tin and Captain Midnight. That Spanish Racket': ARC Film Syndication has been keeping an eye on Latin America. So promising does the South American market look to the film firm that it's offering our neigh- bors to the south its Racket Squad series with a Spanish soundtrack dubbed in. "Good dubbing." sa\s George Shu- pert, president of ABC Film Syndica- tion, "is no accident. We've been suc- cessful for two reasons: Authenticity, obtained after the most elaborate and extensive research into Spanish dia- lects, and dubbing and editing in Spain In the foremost technicians." W hat it cost -\BC to dub in the Spanish was not revealed. However, the average cost of dubbing English onto a foreign language feature film running about an hour in length is between £7.000 and S14.000— depend- ing, of course, on the amount of dia- logue and the number of scenes show- ing actors speaking where lip ss DC must be precise. • * * 62 SPONSOR UlUWTV's TALLEST TOWER- MAXIMUIW POWER means EXTRA coverage! WWJ-TV COVERAGE AREA Population— 1954 5,988,000 Families— 1954 1,725,800 Television Sets (Sept. 1954) 1,466,000 Family Buying Income — 1953 $6,023 Total Retail Sales— 1953 $7,413,599,000 Food Sales 1,726,945,000 General Merchandise 812,489,000 Furniture-Household 360,416,000 Automotive 1,819,799,000 Drug 261,977,000 Dy every measuring rule, WWJ-TV is your best TV buy in a market where family income is the highest in the nation. With the tallest tower . . . with maximum power . . . with the greatest audience loyalty . . . WWJ-TV can do the most effective, most far-reaching selling job for YOUR product. See your Hollingbery man for availabilities. In Detroit . . . You Sell More on channel inel / 4i OIUIJTV NBC Television Network DETROIT Associate AM-FM Station WWJ FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS • National Repretentatives: THE GEORGE P. HOLLINGBERY COMPANY 13 DECEMBER 1954 63 KMOX. of course ! t v It happens month after month, year after year after year. Every study shows that KMOX wins far-and-away the biggest audience in all St. Louis radio. The most recent Pulse, for example, shows that the KMOX average share of audience is now 50% greater than that of any other station! And look how this smashing lead measures up in terms of quarter-hour wins. KMOX wins bigger audiences in 4 out of every 5 weekday periods. Bigger audiences in 3 out of every 5 weekday evening periods. Bigger audiences in more weekend periods than all other stations combined. In fact, throughout the entire week, KMOX wins more than twice as many quarter -hour firsts as all other St. Louis stations combined! If you want to get your product into homes up and down the length and breadth of the rich Mid-Mississippi Valley market, tell your sales story on the station with the biggest fences. Of course, „aes...KMOX "The Voice of St. Louis" CBS < hem,! Represented by CBS Radio Spot Sales — — » — 1 > ■ in ■ -J '-, i » ,. m .,- „ 4J -J/ TO SELL JACKSONVILLE (and the rich Northeast Florida market . . .) WJHP-TV Channel 36 § § § 81,000 UHF SETS-IN-USE § § § ABC • NBC • DuMONT Television Networks § § § For rates, availabilities, and oth- er information, call Jacksonville EX 8-9751 or New York MU 7-5047. § § § WJHP-TV JACKSONVILLE, FLORIDA 276.000 watts on Channel 36 Represented nationally by John 11. Perry Associates 'No more Grits, Bagels & Borscht," say agency's Guild, Bascom and Bonfigli agency profile mater uuua President Guild, Bascom & Bonfigli, San Francisco "Back in 1949 we opened shop in a thundering fanfare of ob- scurit\." Walter Guild, president of Guild. Bascom & Bonfigli, ad- mit- today. 'If \ou said 'GB&B' at that time, admen would ask. "Who dat?" and guesses might include 'Grits, Bagels and Borscht.' \\ e started with a S200.000 account. In 1953 we hilled $4.5 million, and some people even learned how to spell our name. This year we're billing at the rate of S7 million, with an increasing percentage in air media." One major reason for the increased air billing was GB&B's ac- quisition of the Ralston division of Ralston-Purina in mid-1954. This client has an advertising budget in excess of *2 million, with strong emphasis on tv. On 11 October Ralston began sponsoring The Name's the Same, ABC TV. Mondays 7:30-8:00 p.m. over more than 100 stations. Says Guild: "This is the first time that a major Midwestern ac- count like Ralston is being handled out of a West Coast agency. It seems like proof that our advertising philosophy has paid off." As GB&B wrote in a trade ad: "Bascoms Law says: 'A dull commercial is the least. t<> -a\ the most'." The agency, which has already made a name for itself with it- off-beat print cop\. dow concentrates on translating print originalit) into tv. "'We don't want any more than 10 accounts, and we want them all to he in the food business." Guild emphasizes. "It isn't that we're limiting billings. Mm understand. It's ju-l that we feel each account needs specialized attention, and an agencj can't afford to pa] top salaries for men on very small accounts. In line with the specialization theory. Guild is a marketing ex- pert in the grocer) and food field. During the past year, he found lime to write a book tentatively titled "How to Market Your Product," which will be published in February bj Prentice-Hall, When neither working nor writing. Guild relaxes at home with his wife, two sons and a daughter. He admits being "mad for steel- head fishing and hunting." • * * 66 SPONSOR ON THE AIR FROM 7A.M. TO 1A.M 13 DECEMBER 1954 67 r«>//. \ I ililir I islici . Ilinij ( rosby, Perr) Como or Dinah Shore. I acl i- \"ii won't hear an\ "popular" musi< That's because "WMIL pro- graming is unique in radio."' accord- ing to (lie station. From sign on to sign off (with tiu* exception of a two-hour Western mu- -ic block), WMIL broadcasts polka dance band music. This is what makes WMIL unique, a fact which is ex- plained in a magazine-size, spiral- hound presentation being sent to ad- \ertisers and agencies. The outlet's polka music audience <* ami tv proof 9' says W.Vfff, "ia larger) between 25 and 45, mar- ried, American Lorn hut of German or Slavic extraction (as is 70', of Milwaukee)," Bays the station. "Main- l\ the) are, among the urban listeners, the highh skilled, highl) paid artisans who make up Milwaukee industr) ; in the rural areas they are the successful German dairy farmers and the towns- people who have retired from farming. They have one thing in common; the) are family people." In other surveys the station found it has little audience turnover and sn» its format is largely television proof. "To people who like and want old- time music, there are no visual values: Vicks if commercial uses cartoons, sounds, but Sew words Virtually wordless approach to tv commercials is illustrated in the storyboard shown below. Its for a 20-second Vicks VapoRub commercial; words don't start until the very end of the commercial. The first eight scenes u:e some sound effects, but it isn't until the ninth scene — showing a bottle of the product — that announcer says: "Vicks VapoRub! What a comfort! Russ Hoban of BBDO, who created the commercial, said it was done in cartoon form because that type of treatment allows an easier, more humorous setting of mood than live photography. The commercial opens with Father in bed asleep; he's awakened by sounds of coughing from his daughter's room. He investigates; finds her awake. Then a bottle of Vicks zooms into Father's hand; he pats Vicks on his daughter's chest. She breathes its vapor, looks relieved. TFe happy ending: A split screen shows both Father and daughter in bed, asleep and happy. rvbon RELIEF BREATHE /N RELIEF polkas seldom have vocals. Then- are no popular polka music vocalists; there are no elaborate arrangements lor large orchestras, there's nothing to see. . . ." It's all these things, says WMIL. that make Milwaukee differ- ent. * * • Free A Peters salesmen equipped with tiny ruilios W herever the) go, they'll hear radio these radio sale-men of Free & Pe- ter-. Inc., national representatives. Sit- ting on the desk in right foreground is Jones Scovern, Eastern radio sales manager of F&P, who has just given ea h of F&P's \en York radio sales- men n tin) Regency transitor radio. II. Preston Peters. FM' president, -landing against the wall (second from right), watches as the men tune in on F&P sa'csmen with latest sales tool: radios the -ets. F&P's salesman as well in Chicago, Detroit. Atlanta. Fort Worth, Hollywood and San Francisco were supplied with the little radios— actual- l) -mailer than a penny post card. "We believe buyers and agenc) peo- ple ha\e become prett\ enamoured with television," Scovern told sponsor. " I he\ tend to take radio as a matter ol course. Well, radio- important to use and important to advertisers. "We bought the radios for two rea- -oii- : One, it will make prospects aware ol radio- presence all the time. e\er\- where one goes. I wo. it will keep our -ale-men familiar with what's going on o\ er the air." I lie radios weren't bought just as a i ut • gimmi< k. Scovern emphasized, lb- said the sets should be a helpful and \ aluable sales tool. Others in the picture, in addition to Peters and Scovern are (listed alpha- bet all) I : John Francis, Don Frost, Bill Morrison, Dan Moseley, Hob Som- merville, Jack ITiompson and Russell Woodward. *** 6S SPONSOR On 15th anniversary \\ RGB recalls tv history Fifteen years of regularly-scheduled television were celebrated last month by WRGB (tv), Schenectady. In Novem- ber 1939 the General Electric station started regularly-scheduled transmis- sion after more than 12 years of re- search and experimentation. The sta- tion was licensed by FCC for commer- cial operation in 1942. During World War II, when there were only a handful of tv sets in homes, WRGB demonstrated the effec- tiveness of tv commercials to national advertising agencies. At the same time the outlet originated variety and dra- matic programs which are possible only on the network level today, ac- cording to station historians. Among WRGB's pioneering ventures was a remote telecast of Governor Al- fred E. Smith's acceptance of the Dem- ocratic nomination for President — said to have been the first remote tele- cast in tv history. At that time — Au- gust 1928 — there were only four tv sets (with four-inch screens) in the station's area. Nearly a year before the remote telecast, however, Dr. E. F. W. Alexanderson of GE staged the first public demonstration of tv in his 4 k ' . *~ J * .4. \ Jb tJL. • J ■»! ...^ Early tv drama at General Electric's WRGB home. GE engineers demonstrated theatre television as early as 1930 in Schenectady's Proctors Theatre. A year later the first transatlantic tv pic- ture was transmitted from WRGB to Berlin. Germany. When WRGB began regular tv pro- graming in 1939 its tv studio was a cubicle only 12 feet square with room enough for one camera and an actor or two. In 1940 the first tv network was born when WRGB began trans- mitting shows from New York. Today the station originates 28 lo- cal shows several times weekly and is affiliated with four tv networks. * * * NOW, more than ever... QUALITY COUNTS in the East. • • • It d The superior QUALITY CONTROL consistently maintained by MOVIELAB on all film processing assignments has earned it the jealously-guarded reputation of being the "QUALITY LABORATORY" in the east. More producers, cameramen and technicians throughout the east put their trust into Movielab's "KNOW-HOW" and "personalized service" than any other. Get to know Movielab— for this is the standard by which all film processing is judged. a SERVICES FOR YOUR SCREENINGS 'SHOWPLACE OF THE EAST" kound G .= !j» «* ^ ^ I* /****£ Negative Developing Ultra Violet and Flash Patch Printing Quality Control 16 mm and 35 mm Release Printing Title Department 25 Cutting and Editing Rooms First Print Department Three Channel interlock projection 16 mm 17V2 mm & 35 mm tape 16 mm & 35 mm interlock projection for color it's..t>. MOVIELAB FILM LABORATORIES, INC 619 West 54th Street, New York 19. N. Y. JUdson 6-0360 13 DECEMBER 1954 69 AUTOMOBILES PUMPS SPONSI tfotor Co \« -1 \< "> : Direi i 1 w-\)\ I VSI HISTORY The Carlin Motor Co. de- cided t<> spend $100 in one day on KTR1 strictly as an experiment, Tht test da) began quietly, but things got hectic quickly in the auto showroom. Ii\ late afternoon hundreds <i •!! \ M : Innouni ements SPONSOR: Hi Baches Co. \CENCY: Direc 1 \I'H 11 1 W. HISTORY: Radio came to the resciu after a flood in Chicago, it 9:00 a.m. 11 October th< Buchen Co. called 11 CA to buy as many station breaks i possible to inform the public they had sump pumps anc de-watering pumps. Buchen used 40 station breaks be} tween 11:00 a.m. and 10:48 p.m. During that perioc mcr 850 calls were received and many more never go, through. Buchen sold 375 sump pumps, twice as many de-watering pumps, along with electric motors and gen- erating sets. The special market saturation rate for tht dm was $630. WGN, Chicago PROGRAM: Station brcab SCHOOL SUPPLIES SPONSOR: Rutland Varietj Store VGEN( Y: Direct CAPS1 I r ( w HISTORY: Sponsorship of a one-shM 10-minute intervieu helped the Rutland I ariety Store to increase its business lO0'< over a similar period the year before. Program theme was bach-to-school clothing and supplies. The C.kOl program director conducted the interview with store manager Jack Glenn four days before school opened. This was the only advertising the store used. Total cost for the 10 minutes uas S8. Store felt it had gained tangible realization of the impact of radio. CKOV, kelowna, B. C. PROGRAM: Ten-minute interview B«B 2| M ■ results supeh I MA RKET GREETING CARDS 1 SPONSOR: Pig I. Wigglj AGENCY: Direct « \PM I I I W. HISTORY : Using five quick announce- ments on early morning radio, the Piggly Wiggly Super Market sold .")()() pounds of chicken an hour after the store opened. Radio uas only advertising used for mar- ket's II ednesday morning special. Announcements start- ed at 7:15 a.m. At 8:30, when the doors opened, a large crowd uas already waiting. By 9:30, when the last an- nouncement uas used, all the chicken had been sold. Store personnel were so bus) they didn't have time to call WBAW to cancel last announcement. Sales amount- ed i,i $] 15; announcements cost $5. \\B\W. Barnwell, S. C. PRO( rRAM: Announcements FREE OFFER SPONSOR: Hudson's Bav Co. AGENCY: Direct < IPS! LE 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 tfie general mail-pull from the program has been excellent. At the end of 28 weeks of sponsor- ship 48,000 letters have been received. Daily cost for the segment is $15.56. <:j\ I. \ ictoria, B. C. PROCRAM: Casino PLANT FOOD SPONSOR Brid unber & Supply Co. AGENCY: Parker CAPSULE CAM HISTORY Com pan \ ran a large ad in local evening paper offering 25 high-quality baby chicks free with a en 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 auax and over two tons of Kasco Feed were sold. Total cost uas $35, or one-fourth that of the newspaper ad. A Bridge- port Lumber official's only comment nils, "Who said radio was dead." WKNX, Saginaw, Mich. PH()( rRAM: \iiil"iui< 'iii« nl- SPONSOR: Enchanted Harden VGENCY: I a-k< r-Ri-rman (\PSH.E CASE HISTORY: Sponsor matched product to show it thought most likely to reach potential cus- tomer and had tremendous success. Enchanted Garden bought six announcements per week on early morning II III Country Journal between 3 June and 11 August. To bring the total up to 66 announcements for the bal- ance of their contract they used 3 announcements a week. It the end oj the campaign Enchanted Garden had re- ceived 788 orders: or just about 12 orders per announce- ment. Show ran .Monday through Saturday from 5:30 to 5:55 0.171. and starred local farm personality Lou H < I - ster. Cost per order was 42c. W III. Boston PROCRAM: Vl'EEI Country Journal L. There is a DIFFERENCE between Radio and Radio The astute users of radio today operate on a very clear prin- ciple. They tap radio's great opportunity . . . talking to people intimately and frequently ... by the surest and most economical means. They distinguish between run-of-the-mill radio stations and great radio stations. There can be a tremendous difference between two stations in the same market. A station's programming, management, public service and facilities make it mediocre or good or great. A great station amasses huge and responsive audiences, be- cause the character of its operation earns the confidence of its community. The radio stations we represent are great stations in impor- tant markets — stations whose character has earned them significant leadership. Their time is not cheap, but the solid values they deliver bring you the full economy of radio. We are always ready to discuss with you the application of great radio to your sales objectives. the HENRY I. CHRISTAL co.,inc. NEW YORK — BOSTON — CHICAGO — DETSOiT — SAN FRANCISCO Representing Radio Stations Only KFI WBAL Baltimore (NBC) The Hearst Corp. WBEN Buffalo (CBS) Buffalo Evening News WGAR Cleveland (CBS) Peoples Broadcasting Corp. WJR Detroit (CBS) The Goodwill Station, Inc. WTIC Hartford (NBC) Travelers Broadcasting Service Corp. WDAF Kansas City (NBC) Kansas City Star 13 DECEMBER 1954 *3S D,l«° Measure of a Great Radio Station Los Angeles (NBC) Earle C. Anthony Inc. WHAS Louisville ( CBS ) Louisville Courier-Journal & Times WTMJ Milwaukee (NBC) Milwaukee Journal WGY Schenectady (NBC) General Electric Company WSYR Syracuse (NBC) Herald-Journal & Post-Standard WTAG Worcester (CBS) Worcester T elegram-Gazette 71 8-COUNTY AREA Populotion-446,200 Buying Income $654,171 ,000 70,000 UHF SETS (5-1-54) ONLY $225 BASE RATE THE PERFECT TEST MARKET CBS-NBC-DUMONT-ABC NETWORKS 49 MUNCIE, INDIANA (Continued from page 2\ i playing it because nrj listeners want to hear it" Before I got hack to New York the following Saturday RCA Victor had recorded the tunc with Sunny Gale, Coral with Teresa Brewer, Mercurj with Patti Page, Decca with Peggy Lee and all had rushed acetates of their platters to k»\ • li-k jockeys around the country. It is probable that several million records of this song wrill be sold, and that it will he played roughly a million times on di-k jockey program- all around the country. Every one of the labels on those records bears this legend: "Let Me Go. Lover, From the 'Studio One" Production of the same name." How much i- such promo- tion worth to Westinghouse? You name it. The point is, however, that the technique of utilizing music to help promote a show business enterprise is an old. old gimmick. Only television has failed to utilize it to anywhere near its true potential. In the legitimate theatre, tunes from a musical are the very backbone of the promotion of the show. A somewhat stiff musical named Wish You Were Here was virtually saved by an Eddie Fisher hit recording of the title tune. In the motion picture business, film after film picks itself up hundreds of thousands of dollars worth of free publicity and advertising via music. As witness what The Song From Moulin Rouge did for the Jose Ferrer film. or wrhat the theme from The High and the Mighty did for that epic. The Let Me Go, Lover case demonstrates most graphically, too, what an intelligently devised '"plug" for a song or record can do for that song or record. Let Me Go, Lover, in truth, had had a previous crack at hitdom. Over six months ago the same song under the title Devil. Let Me Go. w ith different lyrics had been recorded by a hoy named Georjzie Shaw on Decca, and nothing whatsoever had happened with it. It took the sound approach of the Studio One treatment to make a smash hit of a musical non-entity. And in making such a smash, \\ estinghouse and it- -how picked it>elf up a mo.-t substantia] hunk of cuffo publicity. I am, of course, delighted to see such a success occur. I am delighted for Westinghouse, for Studio One for Colum- bia, for Mitch Miller, hut especially for pert Joan Weber. It"- nice to think of all the booties and zwieback those record i o\ alties will hu\ . * * * 72 SPONSOR (Continued from page 10) peal to special age groups and have much trouble in appeal- ing to more than one of these groups and go after so-called adult programs. You can learn from youngsters which of two situation comedies are "better" and why — quite easily. To find out why Private Secretary outpulls Mr. Peepers with adults ask your kids why they prefer it. The answer — expressed in far simpler terms than I can do it — is far readier identification, greater sympathy, less erudition, fewer whimsies. This might be considered discouraging by the gentlemen (and ladies) who write the broadcast critiques for the news- paper. To those of us in the business it shouldn't be because the newspaper bunch has long been notoriously bad at re- flecting people's tv tastes and have long been presenting an "Omnibus-outlook" as the burning need in the industry. All of which is nonsense. Situation comedy is generally speaking the most appeal- ing program-type as far as youngsters are concerned. Why? Ask yours — and you'll interpret their remarks to mean that familiarity of character, situation, locale, etc., provide a show with added warmth and a ready welcome each week. Kids, however, carry this to a far greater degree than adults hence they welcome the rerun far more than does the grown- up. Nevertheless, for the same reasons outlined above, by children, situation comedy is most successful with adults. There also is as much to be learned from youngsters about commercials as programing. Anyone who holds up bis cri- teria for commercial success to the child audience would in- deed come up with sound copy. If I referred to the young- sters-in-the-house as a built-in program barometer, it would be just as sound, I believe, to consider them commercially as a pocket edition Schwerin. As they sit before the set (assuming you can pry them loose and get a word in), ask them them what they remember in a commercial. Would they want the product? Can they sing the ditty or repeat the words? Here is a pretty good way of measuring the simplicity, straightforwardness, impact and playback of any commercial. I hope the P.T.A. crowd doesn't read this. They may think I'm debasing childhood utilizing youngsters in this way. However, I mean to demonstrate neither disrespect nor lack of affection for anyone's offspring. I may merely help some of us find compensation for the lack of attention the child gives us these days, thanks to television. WREX-lV CHANNEL 13 ROCKFORD, ILLINOIS The ONLY Station covering the Bil- lion Dollar Rock- ford-Madison area, market. Rockford is 31 % above NATIONAL AVERAGE on per capita income. ROCKFORD is 20% above NATIONAL AVERAGE on per family income. • • • rWRITE FOR1 WREX-TV COVERAGE MAP showing the "island of sales" with over 1,000,000 people, and the non -duplicated CBS coverage. WREX-TV CBS 1 3 ABC Rockford ^ Illinois 45,700 WATTS E. R. P. represented by H-R TELEVISION, INC. 13 DECEMBER 1954 73 TV DICTIONARY [Continued from page IT | TV DIRECTOR Person responsible foi j detail of show. Including an- aouncer, cameraman, shots, audio en- gineers, stage managers, stage hands, talent, musicians and soundmen. He builds and shapes the program by bringing all these factors into har- mony. He may make corrections and any revisions he deems desirable in show or script whenever he feels such are necessary for improved show. On his shoulders rests the complete re- nsibility for quality of programs. TVR CBS TV abbreviation of televi- sion recording for term commonly called kinescope film by NBC TV. TWIST Unusual or surprise ending to a story. O. Henry stories have a twist ending. TWO-SHOT Close shot of two persons with camera as near as possible while still keeping them both in shot. TWX Pronounced "twix" and means a teletype or teletype message. TYPE (1) Actor suited to specific kind of part. (2) To limit an actor to one kind of role. U UHF Ultra high frequency— 300 to 3,000 megacycles - Tenn< and Kentucky counties with Nashville's newest, highesl powered afternoon show. Eudora is Nashville's leading cateress. Won- derful cook and terrific personality, si able tn imparl her knowledge of food preparation with jusi the right touch of Southern accent. Dat,.: Mon. tliru Fri. 1-4:30 p.m. Regular participating rate for one min. applies; add 15 per spol (commissionable) if Eudora ilm-s full or part commercial. With threi a week purchase, product i> ■ l in Eudora 's kitchen on exclusive-for-cate{ basis. Further details From national reps, the Kati Agency. WLAC-TV 100,000 watts Channel 5 CBS Basic Affiliate National Representative:: The Katz Agency 78 SPONSOR Nighttime 13 December 1954 SUNDAY | MONDAY TV COMPARAGRAPH OF NETWORK PROGRAMS Nighttime 13 December 1954 TUESDAY | WEDNESDAY | THURSDAY | FRIDAY | SATURDAY Th. H.ll Story ™* B|C1"""' They Stand DulQon JN 1.17NY r7*" p ?7NPy'nil «Bli,ll,F asNUlnUl0 rlco / BBDO 124.II0O """' _*3_0-M0 B4B SM.000 t- Bordn Co (Jj^S iri «u " J "•""'d1 ■ ill producli 7()H^' "J" eM™ wire"*1 "" L " "" ,„ ^ LIN 128.000 E,tX "700e BUSS Mcl&A J 10,000 Dotty Muk V-Vip™.'^" ^i;* ■•■'■»;-;|"i T,|n"A?tl"" tb*Tli'-&™L L g,tal',*!T"' ''", Shuhuwif MtE 1100,000 U(» it Hilly •"■•» sLT""'-""',"1: BJVii l| e LHd » B.n.l S(,^i™"t *s^, Ii >aU SONY r Um« Difld 97Ny r*"*l0,F Direct 13000 118NY L Pleu* SSCB 1 18,000 Oi«r PhMba J lily" ' ' "i Bum to done 0 nM *0],l clfl asss DFS 128.000 V4R HS.DOO h» "u;:r *Hrh„ "Z<- Kfh".trV Four Stir Plyhi lT30,»im^r^rIs •" I 673," tli'^'L Philip Morrli Kttn Theatr* 57Hy L syssa Brown A Wnwm 132H? ""* e ' t prop»mm» BatU 127,000 dinti of ■ *7Ny"°' C" F N1' Muon J40.OO0 BeD° BrillHl Momiitti e( ItlHy L ^ Foothill kwdntr b'""" ; ^■-""BrM- Pe"on '° P"r,on ( S!Hr ill To L 9 s ri'r ■it'u l »SCB 111.000 SSCB S22.0OO ■^.mIo™'/ 3s""*-* w- V No nnwork CHronoimi SjgffiS BJSSS rrSglgl. BoyloSlltliny No n.l-ort G,y,r """imj WnHIIni itmudm ii mi (Btan'llltn) *° B""OTk 14400 Ttnlihi rplanalfoiM '*> help »"" "**' ''"* ' '"" ' SfrjMMinor* 1'nfprf nlph«i«i'il«-nlli| u-iih noi-»ni miri lime on air !■ l""'i ■■ roi ui. i tut ii h *™'n*.ii ,,; ' Hill, UUtlmor*; Oh. Cliluioi »». Bolljwwdi NT. N«" Tort; Vti. m g .. ,i„ pa it !■...!,,, ,.. ,.V|,. .„|i, „,,1 T\ . .In, ui ■••< ■>•'. • ■' •"■" *m.r tlslr> A..n 1 190 t .ru Inol or elivl). Otwi «M P»f 1 -■«•"- PWtlMI IntiiulJt in ■ ll ..i",,, in 11 ■ 10 Torin'i 1,1. .ill.fr. |. ...i.tll.H. In * tlltl "I 1"' TfUy UTit 111.... rurr.rill, .- ...i.ll, M.ll.J Ui- I'n^' ..^ ti^ I 'J il, ..l'".n'"\1.'i'.7"r^.."K*V: .^i."' tj,- ,,.,., , .,,, m i ,.l llmiln. |l,»»ll Th. ,1,0.1 I. irlu.ll) I 0 : Co«.. Awr: CBS, lit f ABC ill Tu 11 hill: ABC. Hun I . IHC TU Y:>" , Cor»., FCAB NBC, Sun 7 'llXiry.T'-M.",' i US "'!' ii" ! ■ .:,,' .,,. ii, YAH CI1H. Tti I I,. IS ii. ,..,. iffli ■ ■ Slowly, almost tearfully, Hefmes the Termite approached the great wooden figure, "Pardon me, sir," he said, "but I am a young man - clear of mind and tenacious of purpose, with an infinite capacity for fruitful labor. Could you possibly provide me with a suitable opening . . . a position of gainful employment?" Sleeping Bear, the sagacious Cigar Store Indian, stared down at the presumptuous little termite and snorted, "Ugh!" he said, "You bore me!" "Ah, sir," cried Hermes the Termite, "boring is what I do best!" And with that, he bored right in. Hermes had found his opening! While searching for the moral to this misty tale, you might consider this: Quite a few sponsors, these days, are saddled with TV shows that exhibit a marked similarity to our friend Hermes, Boring is what these programs seem to do best1 And a bored audience seldom becomes a buying audience. In contrast, take fast-paced, interest-packed shows like "Strike It Rich" and "The Big Payoff," These lively Walt Framer productions prove themselves continually in rating reports and at the cash register. More than twenty-five years of top level experience substantiate Framer's leadership in packaging audience pleasing, sales-effective programs that give new impact to the advertiser's message Contact "America's leading independent TV producer" . . . always at your service. wait framer productions 1150 AVENUE OF THE AMERICAS NEW YORK 36. N Y 'OXFORD 7-3322 PULSE FOR DEPENDABILITY Daytime 13 December 1954 SUNDAY MON DAY Our JQP is also "additive" Oxoitock: LB TOTAL COMPOSITION PULSE shows you exoctly the qualitative data needed to make the best buys in time and programming for Network TV. Every program is classified — with handy reference sum- maries of audience appeal. No gaps, no guesswork, no projections — actual audience composition per 100 homes. HutO — so important in relation to product need and use. MEN, WOMEN, TEENAGERS, KIDS — enabling you to concentrate on buyers, not just "watchers". INCOME LEVELS— specific rental and in come data easy to analyze further from your "Sales Management" basic facts. And remember, if you need special tabulations by city size, regions, or special requirements of your own, subscribers obtain the additional information from Pulse — quickly and at easy-on-the budget prices. LA I to I Ktr UK I , so handy to use in re- lation to U.S. Pulse TV and for individual markets, now ready for taking stock of 1954 and looking ahead for 1955. "Indispensable", subscribers say. Phone or write now. This month throughout the U.S., 117,000 homes are being interviewed for next month's "U.S. Pulse TV" rr.llv. nil.t,, -V Mill' *»•;< ,,."A"-ifZ «.-op Strike II filth Ciat. Hirtz 4 r. IHll ',. „i :; CernlMl Retkhlll L HMO 4 I } n tSWO Pre Feetbtll t* URBAN COVERAGE PULSE, Inc., 15 West 46th St., New York 36 Telephone: Judson 6-3316 am* moo Tolirele Pelmollre 80NY of I. LB yr.r $M«n rhloroph.ll tih- *TKT m.w.f J, Greatott OKt inn Piut Dl Golden Wlndowi IPMIIdDi 8BNYG.Hd.. L 1 Y&R 19»0 J,"*. On, M in''. Fml> ''Z't Hi' 'ro-f t unn Kletter 110.001 86NY ill dii L B&B 19500 ivy Jeyer' 110.000 0%y"' v;sr 1"?\Y '": ,'""; MB III.SOO TV COMPARAGRAPH OF NETWORK PROGRAMS Day ti TUESDAY School I ml Shoe Co )'Arey « 8/28 Wen, & Getler Feethrr Your WEDNESDAY THURSDAY FRI DAY e 13 December 1954 I SATURDAY Chun King: JWT lime* t>l 16400 Q Levi) Fooett: OFf, "5 ii," " BBDO Mr ROOD tm.w.1 1:18-4 p*ri t 'in , i kt mil BDO 13100 "" 55-TONY L If hi «03B No ?r "4 hr J74S S t" II 160 A Time to Live Ch ro-f L ""■"?" Aye'r "* ° lu.lb iii'j- is KelloK Co Burnett Cnmptfto0'' SB-8SrfY L M hr I20J8 Godfrey (eonfdl Tonl Co G"7n.T' WelN t> Oeilfr Plllitarj Mm* Lee Burnett' ' *..,.„ ocss'tfi-n-is Swift & Ce IWT f 11 15-311 63-T0NT I> % hr J303B ilmul Kht »705 „"'"" Strike it Rich CoKlte Eity Strike tt Rich Burnett M500 Colgett-t'elmollie ill d li:30-« NY m-f U I Q Lewli All About B.iby ' Johnioo Llbby McNeill Robert 0 LlVl All About Biby <:■■„ mpii, MtCann-Erlekioit 4BNT r ^ihr t<000 l (400 Concerning TftO: tide NT illdll L Bin & Mir shell ««Jt»fJ 18 Dei onli ' l""' '■ "'Jl'.'X' On Yeir Amount (Win Elliott) r*n kldo, prell Benten I Be-alee Brighter Dr> wlt.nn (ill m.J tiee mool Flltger.ld he SeeSTstonn l£t^S» ~ .lite pia:ntlo>,.10prell ^'S^'eH*'1™ in Bentefl4fBe*lei Br>™ H»"rt™ Berinr Blll'i PI"** Lew L-L eJl7B:tS-( The September, 1954 Telepulse Survey in the Wheeling-Steubenville Market shows Tuned in audience 12 noon to midnight WTRF-TV 63.5% Station B 18.5% Station C 17.0% What's more — of the top 25 program ratings ALL 25 WERE ON WTRF-TV If ever a station dominated its market, WTRF-TV does— not by a small margin— but by a sweeping majority. Better programing, better promotion and a more powerful signal makes WTRF-TV the big buy— the station necessary in this important market. WTRF-TV WHEELING, W. VA. The September, 1954 Telepulse Survey was conducted in the Wheeling-Steubenville market including the following counties: Brooke, Hancock, Ohio & Marshall Counties, W. Va. Belmont and Jefferson Counties, Ohio In the WTRF-TV listening area there are more than 387,000 families owning approximately 275,000 TV receivers, and spending more than a billion dollars annually in retail sales. Channel 7 . 316,000 Watts NBC Primary • ABC Supplementary • Represented by Hollingbery Robt. Ferguson . VP & Gen. Mgr. Telephone WHeeling 1177 . Now equipped for network color 13 DECEMBER 1954 85 TV DICTIONARY inued from page 71 i to denote sight broadcasting as op- (1 to sound broadcasting. Portion of tv signal that contains picture. VIDEODEX Chicago and New York. Doing tv research using the diary method on a national, multiple-city and local basis covering all active tele- n markets. Tabulated sample is 9.200 diaries nationally and 200 to 600 locally. Tv interview period is first D days of month, with delivery date of two to three weeks. Cost up to $600 for agencies and advertisers. Now serving over 150 subscribers. Basic data of quarter-hour ratings, sets-in- use, audience share, average viewers per set by time period and by program, number of homes reached, number of cities carrying show and audience com- position. WEST NORTH EAST SANDPOINT, IDA, * WENATCHEE, WN. PASCO, WN. KALISPELL, MONT. KXLY-TV Station A Station B Seattle Station C Yakima 56.45 43.55 41.54 40.10 18.36 48.3 41.9 00 9.8 OCTOBER "PULSE GREATEST AUDIENCES and script. The effect is created by Illusion, of course. Actors may sit "on" terraces which actually are only pho- tographs, may walk "through" doors or "behind" trees or posts, which again are merely photographic reproductions. Vistascope is leased through Vistascope Corp., RKO, Culver City, Cal. VISUAL DEVICES Term used to en- compass miniatures, film clips and special video effects. VISUAL GAG Comedy routine or sound effect to produce laughs on a tv or live audience show. Gag has to be seen rather than heard. VO or VOICE OVER I 1 ) Narration type recording as opposed to lip sync or live sound. (2) Voice-over narration where voice talent is not seen. VOLUNTARY ATTENTION Direction of attention which is precede*! by the idea and desire of accomplishing a certain result. VOX POP A spontaneous radio or tv interview. VSI Visual station identification, as in test pattern. W WAITS 1 1 I Unwanted pause caused by a talent missing his pickup cues or t clinical equipment failures which re- sult in a non-picture or sound period. ' 2 1 Actor or musicians deliberately holding off on their cue in order not to smother existing laugh on show. WALK-ON A bit part in which the player merely appears briefly or walks on the stage or set. WALK-ONS and EXTRAS Those per- formers who do not speak any lines as individuals but who may be heard, singly or in concert as part of a group or crowd. WALK THROUGH A rehearsal in which all stage business is observed but with- out use of cameras. Also a dry run. WALL TREATMENT Technique used to simulate numerous surfaces on the walls of a set such as wallpaper, bricks, stucco. WALLA WALLA Ad-lib mumble re- peated over and over in crowd scenes to sound like a mob. WARM UP Usually a three- or five- minute period immediately preceding telecast or broadcast in which an- nouncer, m.c. or talent puts the studio audience in a receptive mood by ami- ably introducing the cast of the pro- gram, discussing its problems, sponsor. WARNING LIGHTS Red and green lights associated with each studio cam- Notv! FIRST Canadian Reports COMBINING RADIO-TV Covering Canada's Big" Throe Markets GREATER TORONTO MARKET GREATER \ /L^fttATER MONTREAL \ \ VANCOUVER ^T MARKET "~ MARKtf Check These Exclusive Features of the Radio-TV Panel • Combined radio and TV listen- ing and viewing, showing TV's impact on radio. • Daytime, late evening, Sunday — "round-the-clock" data for both TV and Radio. • Ratings which can be projected to total population. • Audience flow, unduplicated audiences, audience character- istics, and many more extras. I III I HI l*(lll 1 • >*'"te for the first monthly Radio-TV report on the VANCOUVER MARKET to: INTERNATIONAL SURVEYS LTD., 888 Dupont St., Toronto, Canada INTERNATIONAL SURVEYS LIMITED Producers of THE RADIO-TV PANEL of Canada era to warn cameramen and perform- ers that camera is about to go on the air (green light), sometimes called the preview light; or that camera is on the air A wing, flat, window which is used to shoot through or over and then struck immediately so as not to ham- per camera action. "WILD" MOTORS Camera or other motor (usually D.C. electric motor) that does not run at a fixed syn- chronous speed. Used for silent shoot- ing that does not require precise speed control. WIND IT UP ili To increase tempo or pace. <2> To bring to a climax or finish. WINGS '1' Off-stage entrance and storage space which may be masked from camera or live audience. 1 2 > Wing flat that is a hinged book flat which stands without support WIPE Transition from one scene or image to another in which new scene slowly replaces old one in some grad- ually increasing geometric pattern, such as circle < circle in, circle out1. square (expanding square*, fan, roll. In a horizontal wipe the action is from the side of the picture. In a fan wipe it is semi-circular. WIPE OVER A musical director who makes an ad-lib arrange- ment of a number during rehearsal by 88 SPONSOR Some people are born leaders ...like WCAU, Philadelphia At Christmas time ... or any time . . . WCAU-Radio and WCAU-Television reach more people — over a greater area — than any other radio and television station in Philadelphia. The Philadelphia Bulletin Radio and TV Stations • CBS Affiliates • Represented by CBS Radio and Television Spot Sales 13 DECEMBER 1954 89 in written Instruc- tions to orchestra or sin; ■ woof i Tv slang signifying "on the i O.K 2) Sound off used Synchronize time, i.e.. "I'll give you roof at 8:15:30." "Ready woof. Word spoken into mike to check amplitude and or time of sound, such 1, 2. 3, 4 woof." WOMP A quick flare-up or light or in a tv picl WORKPRINT Film print I frequently l h ' used in editing and cutting to determine t lie final composition of the finished film, show, commercial. audio reproducer that causes the sound pitch. X X's Script direction to indicate the ing of a set by an actor. ZAMPA Florid musical passage with plenty of brass, blown big and bitten off .sharp. ZILCH Standard name used to de- scribe anyone who walks into tv studio and whose name is not known. WOW A variation in the speed of the ZIP PAN I 1 1 Effect obtained by swing- GOETZ BEER PHILLIPS PETROLEUKA WETZ BBEWIN& ^ "Join the parade of successful advertisers," is Windy's advice to you! Windy, the guiding spirit of TV in Central Kansas, knows that prestige accounts now using KTVH as an advertising medium will promote better results for you. WlNDY says, "There are still openings in this Blue Ribbon list. Better investigate, today!" VHF 240,000 WATTS KTVH HUTCHINSON CBS BASIC - DUMONT Repracntcd Nationally by H-R Representatives, Inc CHANNEL 12 KTVH, pioneer station in rich ( ientral k.m-.i-. serves more than I I import ant communities besides \\ ichita. Main office and studios in Hutchinson; office ami studio in W i( Int.i Hotel Lassen Howard < ». Peterson, General Manager. ing camera so quickly around from one point of rest to another, that between the two the picture is blurred. (2; De- for combining two different shots, the camera being swung so quickly on to tiie subject in the second that it begins with a blur; the two blurred portions then being joined together to give the effect of a single zip pan. Also called whip pan. 'See Whip Shot.' ZOOM or ZOOM IN Used to describe the fast action of a smooth and con- tinuous change of focal length with dolly in. Used very effectively on com- mercials where object starts small and zooms in to full screen view. ZOOM-LENS Lens of variable focal length. As in zoom or zoom in, name derives from fact that when the focus on subject is quickly increased during shooting, the effect on the screen is a rapid change from distant shot to near shot, giving the impression that the camera has "zoomed"' or swung to- wards the subject. ZOOMAR LENS Lens which makes it possible to follow action, keeping it in focus all the time. Range is from very close up to the full length of a foot- ball field. It has 28 optical elements. Used mostly outdoors. Focal lengths can be 3" to 13", or 5" to 22". F5.6 to F22. i See Electra Zoom and Lenses.) SPECIAL ART EFFECTS I Continued ham page 4o i mural should be glued to a backing, and this will permit its use over a long period of time. Physical Whirling disks, montages, rotating spirals, clock faces and other studio effects 'smoke, steam, water and so forth > . Rain Water from a common Hudson spray gun is good for a rain effect over a small area. The water should be poured from a good height with a fan blowing to break up any steady streams. When water is not practical, you can shake white rice through a large-holed colander held over the area. Realistic Sets Settings that are rep- resentational with actual doors or life- like features. Rear Projection in Motion The device of placing characters in front of a translucent screen or sheet and pro- jecting a moving background on the screen in scale with the front scene. This has been successful in views of both natural phenomena 'storms and clouds' and moving mechanical ap- paratuses. Remotes Programs originating from outside the studio building. Rotating Prisms Prisms which rotate and give the effect of many figures 90 SPONSOR ^YW^W UN///? ^f.h Holiday Greetings . . . from the land of plenty . . . from Big Mike and a million and a half] regular listeners . . . H* '"o | \\\\\U.\l FAP *Wfc moving around, although there Is only one figure on the setting. Scene Actually a division of a dra- matic program, but used to mean epi- sode or even the setting involved. Sheaves Stage pulleys through which run sots of lines for rigging. Shadow Box Use of mirrors in a box housing to economize on settings by placing actors before bare walls or in- serting scenery on slides to give the effect of scenery. Also used for fade- ins and fade-outs. Shadows and Silhouettes A 750-watt spotlight behind a screen of tracing paper or muslin, then insert a card- board cut-out between the light and the screen of paper or muslin. A sil- houette of the cutout will appear on the screen. These shadows or silhou- ettes can be moved or changed to give any desired effects. Shy Drop ble sky. Painted scenery to resem- Smoke Three parts of water to one part of saltpeter in which rags are dipped and left to dry. When these rags are set on fire, they produce smoke. The rags should not be bunched together or they will flame. For extra smoke, place two or three rags on top of each other and light. Snow Confetti, dry Pabulum, bleached cornflakes and any light-flaked cereal as well as soap flakes have been used for good effects. The snow should be shaken from a good height and a fan should be blowing to create a drifting effect. Special Effects Amplifier Similar to a montage amplifier, but can do almost anything including wipes — vertical, diagonal and horizontal. Split Screen Shots A composite of two pictures, with a division of any desired type, using a standard switching unit and setting the fade controls for a simple superimposition. Steam Fill a narrow-necked contain- er about half full of hot water. Drop dry ice into it and it will create the effect of steam. Dry ice in the bot- tom of coffee cup will produce a steam effect when hot water is added. Studio Switching By using standard switching units the normal selection of cuts, fades, superimpositions and dis- solves can be made. Superimposition Two images simulta- neously picked up by two different cameras and electronically mixed on the face of a kinescope tube so that both images are visible. Template A sturdy framed bench on which scenery units are built. Tilting Scenes Scenes for odd effects where it is desired to show the actor or scenes in tilted or inverted order. Scen- ery may be tilted or the effect obtained from tilting the camera or through the use of optical devices such as a com- bination of prisms and mirrors. Tormentors On theatre stages, the two left and right masking wings, just up- stage of the proscenium arch. Transitional Effect Devices A visible transitional effect is a visible counter- part of a musical "bridge" used in pro- graming to blend the mood of one scene into another. Its origin is cine- matic. Translucent Diorama A piece of trans- lucent material with a scene painted on both sides. When the illumination is transferred to one side or the other, a new scene is revealed. Underwater Aquariums of over five- gallon capacity are needed, with a black screen behind the aquarium. Side, top and back lighting will be re- quired depending on the type of shots. The aquarium should be furnished with plants and fish and bottom ma- terial. The swimmer can be superim- posed from stock motion picture foot- age. Photography from the front has proved most effective. Wet Surfaces First, paint backgrounds with either scenic paint or dull oil paint. Then lightly spray with thin varnish. Spray only the areas that re- quire a damp appearance. This will not only darken the area, but give it a shiny looking surface. Windows Tilt the real glass downward slightly to eliminate the light reflec- tion. If this will not reduce the glare, plexiglass can be used to take the place of the windows. Whites Pure white should always be avoided on tv since it causes unwanted reflection. If white is to be used, it should be tinted to reduce this light. Zooms Specially made lenses which have an adjustable focal length so that the size of the image can be in- creased or decreased rapidly by mov- ing a lever. TV MOVING DISPLAYS Animations Mechanically-opening packages with contents popping up, tools or devices doing work without obvious activation have been successfully employed in the live studio. However, these effects are best produced by single frame anima- tion on film. i Please turn to page 94) THE WHOLE LOAF . that's the kind of sales you get when Spot" Cincinnati with 92 SPONSOR GROPING? INDIAN OHIO This is WAVE-TV's coverage area, based on engineering studies and mail response. KENTUCKY IF you're feeling around in the dark for the TV station that gives you the biggest audience in Kentucky and Southern Indiana — ASK YOUR REGIONAL DISTRIBUTORS! Pick up your telephone and call your distributors in Louisville— —and Evansville (101 air miles) —and Lexington (78 air miles Ask them all, "What Louisville TV station do your neighbors prefer?" Make the calls now. It'll cost you a few bucks to find a new light on the subject, but it will save you many on your results. WAVE -TV CHANNEL 3 LOUISVILLE FIRST IN KENTUCKY Affiliated with NBC, ABC, DUMONT NBC SPOT SALES, Exclusive National Representatives 13 DECEMBER 1954 93 Drum A moving cylinder about 30" from 18" to 36" in on whose convex surface sin;iii commercial products may be mounted. Cylinder moves m front of bi inglng products into : Photo-Enlargcmcnt Drops The use of ■ vial i 12' x 24' i photomural enlargements as backings for realistic lese drops, which are large photographs, are effective on tv and the une type as used in West i film studios. Two kinds of en- largement are available: drop, made of p iphic paper mounted and bonded on canvas duck, and drops of sensitized canvas on which a photo- graph has been "printed" by projec- tion. Rear Projection Screens of an espe- cially d( veloped translucent material in the standard sizes of 5' x 7' and 9' x 12' are most suitable for studio operation. Lighl is projected on this mal nal and the resulting images pro- vide a series of backdrops Slider Products are mounted on a 10" board which slides through a shadow box in front of a camera. Turntable Any round revolving table V $ 49.000000 FttO It's In The Bag ! .... and $49 million is only 3.7% of total income in WIBW-TVs coverage area! With higher power and 1010 foot tower, WIBW-TV is the No. 1 salesman in 128,564 TV homes in 44 counties in three states. These folks dispose of over a billion dollars yearly. To get your share, hire Topeka's only TV station — WIBW- TV. Excluding Kansas City and St. Joseph, Missouri CBS- DUMONT -A8C Interconnect, d i m r_ "The Kamai Vww ft>int TOPEKA, KANSAS Ben Ludy, Ccn. Mgr. »ER MAN wiBW & WIBW-TV in Topeka KCKN in K.ms.ls City top that will move at varied speeds by hand or motor, from 12" to 48" in dia- meter. Products packages, dishes, of dessert shots, etc. are placed on outer edge and the table is revolved before a stationary camera. TV PROJECTED TITLES OR ARTWORK Animatic 1 1 6mm) Film strip projection For titles, general artwork, and semi animation effects. Gray Telop Material 4" X 5" on opaque card: thickness the equivalent of "dou- ble weight" photographic paper. Ac- tual area 3" x 4" (camera field). Copy area 2'2 x 3V'. White on black or white on light gray preferable to black on white. Film Strip i 35mm I Copy area 22mm x 29mm or approximately 34" x IV. Regular Slides '2" x 2 "» Aperture is 23mm x 33mm or approximately 34" x 1 V. Copy for slides, photographs, let- tering, pictorial matter or other orig- inal art work must conform to the 3x4 ratio before reduction. Rear Projection material (Transparencies) Outside area 4" x 5". No masked area, no tape used. Photometry: Nor- mal "lantern slide" rather high in con- trast and transmission. Emulsion on one side of single glass sheet. * * • WONDER BREAD (Continued from page 35) Continental Baking portion of Howdy I)oo(h was L3.7, with 3,100,000 homes reached. \RM audience composition figures for the first week of November -li'iued 1.98 children watching in each home reached. Of all viewers, accord- ing to ARM. !!7'( were children. ~c'( women, (>' < men. \mong the program's most valuable side benefits is its merchandising po- tential. Continental Making takes full advantage of the youngster's love of pictures and stick-um things, as you can notice almost anytime \ou walk into a grocer\ store. Mooklets, albums. game-, and end seal pictures of Hoitdx Dootlx characters play an active role in the company - promotion. One type of promotion that i- frowned upon 1>\ Continental Making. along with some other major bakers. is the mail pull premium campaign. Marshal] believes it actually accom- plishes nothing substantia] in the long run. "You start with a premium cam- paign," he said, "and your competitor must follow suit. Soon all of you are trying to heal each other's hrains out with bigger and better premium deals. 94 SPONSOR • pioneer station KXYZ inaugurates a . o o Z c o '5> «/> JC 3 O CO a> -c -^- I z o 3 o BRAND NEW CONCEPT OF RADIO SELLING ricing Method Giving practical assurance to every advertiser of soundest possible value every hour of the day, every day in the week, KXYZ's new. published rate structure (effective Dec. 1, 1954) completely revitalizes the radio selling picture in Houston! And actually, no other station in the country as yet offers the same realistic approach to audience contact at such economical costs. For example: With RPM* working for an advertiser, he pays less for a minute commercial at 1 p.m. than he would at 8 a.m., based on actual KXYZ audience records. Similarly, a spot announcement at 5:30 p.m. costs somewhat more than one at 10 p.m. And don't forget these three KXYZ basics, loo — FASTEST GROWING MARKET IN THE SOUTH 25 eager to buy counties .. .with Houston: population now more than a million strong. ECONOMICAL COVERAGE with Houston's best-sounding radio signal, 24 hours a day. SOUND SELLING SUPPORT Not just merchandising, but support planned and executed by one of the nation's best-known marketing experts. With KXYZ's Realistic Pricing Method... you have your FIRST buy in the South's FIRST market! The Shamrock Broadcasting Company ABC IN HOUSTON, TEXAS A Glenn McCarthy Enterprise NOW represented nationally by AVERY KNODEL INCORPORATED New York • Chicago • San Francisco • Los Angeles Dallas * Atlanta 13 DECEMBER 1954 95 GOOD . . . advertising always pays in the ^ 1 I1/ I, ■■ 'I I: \ \S\ \y. RICH, GROWING NORTH CAROLINA MARKET D L I t K . . . coverage than ever before is yours with RADIO in the 15-county Winston-Salem NORTH CAROLINA Market DC J I . . . buy morning, afternoon and evening is Represented by HEADLEY-REED CO. In the end, the relative positions re- main the same and you all wind up with nothing real t<> -how except a large financial expenditure." Uthougfa cautious in all hi- evalua- tion of media effectiveness, Marshall i- fairl) well convinced ■>! the sales Btrength « » f Howdy Doody. Ordinarily, he believes, it i- difficult to pin-point a particular medium and -av that it i- doing the Bales job, be< au-c BO maii\ other fat tor- are operating. I.a-t -um- mer, however, there were indications that even the conservative ad mana- ger of Continental Baking regards as significant. During the summer a cop) switch was made on the Hostess segment from the cup cakes to Hostos Sno Balls. Onl) t\ and radio were used not new-- paper. In all these markets the product mined well. However, in those mar- kets where Howdj Dundy was not car- ried, such results were not obtained. Other factors might indeed be at work. but on the surface, at least, all Bigns point to the sales potenc) of Howdj Doody. The usual difficulty in assessing me- dia is compounded by the happv cir- cumstance of steadv compan) growth, a sign usually taken as signifying that many facets of an operation, in addi- tion to advertising, are going well. Last year. Continental Baking Com- pany reached a sales volume of $181-,- 000,000. As you might surmise from this, it is the largest in the field, having maintained this position since its birth in the Twenties. Nearest competitors are American Bakeries (Taystee Bread), General Baking Compan; (Bond Bread i. Ward Baking Co. (Tip Top Bread i . It would be a mistake to consider the bread advertising picture as pri- marily involving the big lour. Actu- ally, as with many other products, bread is an important local or regional item in many sections. Often, a mar- ket's ad battle is not so much between national breads as between a national and local bread, with the local baker] outspending the national competitor. This is one reason why it is impos- sible for Continental Baking to follow a completely uniform policy in ever} market Vgenc) media man \\ in kin her explained it as follow-: "We actuall) cannot have one. simple over- all plan that will work in each of the 89 < ontinental bakei \ areas." In -ome markets it was not possible to gel Howdj Doodj vet local manage- ment put on the pressure for tv. Ex- amples are Oklahoma Citv where Con- tinental Baking placed Ziv's The Cisco Kid «... WKY-TV, Sun, 5:306:00 p.m.. and Salt Lake City, where CBS Tele- vi-ion Sales1 tnnie Oakley was < ailed into -eiviic on KSL-TV, Saturday, 6:30-7:00 p.m. Howdj Doody has Bince been added: the station count i- now \'K In other market-, sheer population -i/c and extent of -et distribution may make additional shows advisable. The Continental Baking approach to spot tv was outlined bj Lee Mack Mar-hall as follows: "For the average market we consider Howdy Doody plus our an- nouncements sufficient to do a -ati— factor) job. Where, however, the reachable population i- extraordinarily dense and diversified, it i- doubtful that we can cover it adequatelv with our one program and few announce- ment-. Additional program coverage seems to me to he advisable in -uch a case." The company is sponsoring Annie Oakley in New ^ ork Saturdays 7:30- 8:00 p.m., on \\ \BI) — the show moves to WCBS-T\ in January to 5:30-6:00 p.m. In Los Angeles, three -how- have been added: Gene Autry. KNXT, Sun- day, 5:30-6:00 p.m.; Time for Beany, KTTV, Monday, 6:30-6:45 p.m.; Thunderbolt the Wonder Colt. KTTV, Tuesday, 6:00-6:15 p.m. Marshall re- gards Los Angeles a> a local tv mar- ket. Howdy Dood\ doe- not rate well there againsl a number of popular lo- cal kid shows. It i- interesting to observe that none of the added tv shows is strictly, or even primarily, adult in appeal. Gene Autry and Annie Oakley do attract grown-ups. too, but their essential ap- peal is "youthful." The youngster is so basic in Conti- nental Baking's ad approach that he is even the heart of the sales message of the adult radio show Make (p 1 our Mind. Mothers are sold the idea that Wonder Bread helps build their chil- dren s bodies. Because public goodwill is essentia] to bread companies, Mar-hall notes. advertising cop) throughout the in- dii-trv i- generall) prett) (lean. The companies refrain from knocking one another and avoid shrill exaggeration. [Please turn page) 96 SPONSOR 1 \ LLI E VISION D the tream Gal At in the tan J of MUk and Money f POOoT Only Full Time Operation in 100 mile radius. Interconnected CBS, ABC, Dumont, for 55 counties. Yep! bigger'n Baltimore! HAYDN R. EVANS, Gen. Mgr. • REP: WEED TELEVISION 13 DECEMBER 1954 97 \\ li.it this means is thai the com- panies must avoid ■ "|>\ Blants based on • i. unit i i [aims .mil concentrate mi the positivi aspects "I theii own products. taothei limiting factoi i- tin- h ide- spread | >u 1 > I ■< - belief tliat all tin- top breads an- more '>i less the same so far ,i~ ingredients .mil care "I preparation are concerned, according to Marshall. 1 1,,- ,i,| job i- i" gel the consumei t" 1 1 \ n ••hi product, in the hope that it~ flavor, fragrance or texture \\ill prove appealing. Hui. .i- tin- I i-il Bates agencj | << > i n I - out, there is anothei limitation still— the amount of bread a person will, «>r • .m. eat The bread market is not capa- ble of infinite expansion, owing to the naturall) finite human bread-consum- ing capacity . In essence, agency spokes- men hold, if you exclude the factor of population growth, the bread market is static. The consequence, and it is important, is that. by and large, one brand gains onl) at the expense of another. I his peculiar feature of the bread market can affect a company in un- foreseen ways. A company, for ex- ample. nia\ decide to introduce an- other Kit-. nl variety, ami will proceed in launch a vigorous promotional cam- paign. \fter a short while mounting ~ale~ figures will pioilme happy smile- at home base. Hut these may shortly tin ii t<> -mile- of chagrin when the -alt- figures of the regular bread ar- rive- -for the\ may very well he lower than normal in exactly the -ame pro- portion a- tin- -ale- of the new va- riety, indicating where the customers have come from. According to the agency, this has been known to happen in the hakerv business. Copy themes in this kind of a mar- keting situation are obviously not eas- ily arrived at ami once they are de- veloped, are not likely to he lightly cast aside. Such is the case with Wonder Bread, which for years now has been sold via the theme that it helps chil- dren grow bigger and stronger eight ways, these being the various food in- gredients necessary for bodily growth. This straightforward health pitch is di- rected at adults through the radio show and the announcements. The copy is simple, but loaded with impressive technical-sounding words; they are ac- companied b\ charts and animation on the t\ announcements. \ typical radio commercial : "'Two principal {acton which influ- ence child growth are the genes a child is born with and the food he or she eat- ^i on can t do anything about genes, but you can about food. For normal physical and mental develop- ment a wide variety of food elements are required. Ordinarily these are found in the five great food classes: protein, fat. carbohydrate, vitamins and mineral-. Ml of which are present in a well-balanced diet. We ur^'e Won- der Bread in such a diet for your child because W inder Bread helps chil- dren grow bigger and stronger eight different ways. For Wonder Bread supplies eight food element- essential to physical and mental growth in chil- dren. So make sure your child gets a well-balanced diet . . . make sure \ our child gets plenty of Wonder Bread . . . at meals and in sandwiches ... in or- der that your children may develop properly mentally and physically. Get the bread famous because it helps build strong bodies eight ways . . . get Won- der Bread fresh from your »rocer"s to- day. You 11 be glad \ou did."' The same message is pitched on DENVER TV STATION high ON KRICK SHOW Gene McGuane, KLZ-TV weatherman says: "At last I have enough interesting material to really attract the viewers . . . and it is all done for me. I can go 15 minutes a day if the sponsor wants it, with high interest material." Clayton Brace, KLZ-TV program director says: "One thing I particularly like about the Krick Weather Show is that it is done with full knowl- edge of TV station production problems." Bill Hubbell, KLZ-TV time salesman says: "In a 4-station market Krick gives me something different to talk to a sponsor about . . . unusual weather show exclusives...pro- motable for bigger audiences." TWX, dn 40: PHONE, RAce 2-2831 : WIRE OR WRITE IRVING P. KRICK Meteorological Consultant, Inc. 460 SO. BROADWAY • DENVER 9, COLO. 98 SPONSOR There's a "new listen" in Kansas City since WHB made the big switch to independent operation Each day new radio dials leave home for "\YIIB, spun by listeners who've heard nothing- hut "WHB" from nearly everybody. Once at 710, many dials stay, nnspnn by people who like what they hear — new programming, new personalities, new ideas, new news. New management* brought these changes to Kansas City, together with new studios for K.C.'s oldest (1922) call letters. The results: climbing ratings for a station which was already way up there ; and increased value from a station which was already the best radio buy in Kansas City. Talk to John Blair, or WHB General Manager, George W. Armstrong. 'Operating two other famous, much-listened-to indepen dents • KOWH, Omaha; WT1X, New Orleans 10,000 watts on 710 kc. Kansas City, Missouri -«W CONTINENT BROADCASTING COMPANY President: Todd Srorz KOWH, Omaha WTIX, New Orleans Represented by H-R, Reps, Inc. Represented by Adam J. Young, Jr. WHB, Kansas City Represented by John Blair & Co. 13 DECEMBER 1954 99 ACTION in translating YOUR Spanish speaking audience in the Great Southwest. . . . ACTION in top performance and pro- duction by a skilled staff of translators, directors, announcers, actors, singers and musicians. . . . A C T I 0 N in putting Yol'li product in thousands of homes in the San Antonio area. . . . WE INVITE YOU TO ASK ABOUT OUR \\nowhow [jO-operation! and Qn-the-beam Results Many national advertisers have success- fully inv.nhd this profitable market through KCOR's superb facilities and . . them arc: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R. A. Cortez, Pres. SAN ANTONIO, TEXAS Tcxos' First Spanish Station ..' by Richard O'Conncll, \,ifl. J,h. !),r. 40 last 49th St., New York 17, N Y PLoia 5-9740 LOS ANGELES — SAN FRANCISCO Howdy Doody, I'ut here tin- limited experience and understanding <>f the audiem e make a simpler, hut more, dramatic, approai li net essai j . Ml thai i- retained ol the rather complicated idea- id food elements i- tin- notion thai the product builds strong bodies in eighl ways. It i- (lri\cn home b) various visual devices, and with heav) reliance upon the salesmanship <>f the show - characters. "Bob Smith," said Marshall, "is a terrific salesman." Clarabelle, the clown, is important also, according to agenc) i\ commer- ■ i.il producer Jaj Clark. \ tj pical commercial on the show had the cop) delhcred h\ Howd\ |)ood\ and the announcer, w hile the silent clow n dem- onstrated their story. The action is described in the script this way: "Cut to Howdy & (li {Clarabelle) with II ondei Muscle Weasurizer [a drawing of a thermometer, marked weak— Strong ici) strong UDmlei strong* as CH slowly lifts dumbell, prop man pushes u\> mercury line of thermome- ter & bells & gong ring. CB raises dumbell ///< high & smiles." • ••*•••• •'Sell your product like a salesman sells it. Don't write advertising thai sounds like advertising. Direct >our advertis- ing to your prospects, not to other advertising people." DAVID II\>I.IH1 Partner Guild, Bcucom &■ Bonfigti San Francisco *••••••• \licr this feat, the kids no doubl find it difficult to resist Howdy Doodv's admonition to "ask mom right mm to start getting Wonder Bread . . ." \ml in make sure mom i- directed to the right spot in the grocer) -tore. Howd) adds the Following description: ". . . the wonderful bread with the red. yel- low and blue balloons printed on the w rapper!" Huge mockups of the packages are featured throughout so thai package identifications can be driven home. There has been isolated criticism of this practice of urging the children to milium e their mothers' bread pur- chases, but Marshall has never been aware ol am irritation on t * l i — -core that amounts to anything. B) and large, he [eels, the positive health- promoting -hint of Wonder Bread ad- vertising, far from hurting anyone, has, m the opinion of mam in the in- dustry, done a good public relations job l"i I'ir. id hi general. * * * LOOK AT MEDIA (( ontinued from page 11 i the total net increase down to 9.60' , . Local media forecast: The trends above which Lawton Found had been at work in his 12-< it\ -ample during the past two years ^i\»- ever] indication of continuing with little change in the near future. Stated I .au-on in hi- repoi t : ""I. I In- largest number of planned increases in advertising budgets for the next two years are for newspapers, di- recl mail, telex i-ion and radio, in that order. '"2. I he Lu gesl number of planned decreases are lor newspapers, radio, television, billboards and local maga- zine supplements, in that order. Vgain, when the two Bets of "'in- crease and "decrea-e" figures are put side-by-side, the result gives a u-eful index to local media plan-. These are ke) highlights ol the 1955- 1956 local ad plan- of the 12-cil\ -am- ple: Radio: Radio. |>\ Lawton's \ard- stick. i- picking up -team in local-level plan-. For ever) two local radio users who intend to trim back their budgets in the near future, six local u-er- in- tend to increase. Thus the forecast for radio i- brighter than is indicated only b) use during the past two seasons. The figures: 9.60^ local radio client- plan to increase: 3.28^5 plan to de- crea-e. The net increase for 1955- L956 i- thus (k:V2',. Tv. Although t\ (as cited above) jjrew rapidl) in importance among Lawton- surveyed merchants in the past two years, it- growth in the next two years b) comparison will -low down according to surve) replies. For ever) two local t\ user- intending to cut back, nine -aid the) were going to increase. The figures: 1 L39^S are in- tending to increase; 3.03' ! are intend- ing to decrease. Over-all net increase for the 12 cities, as forecasted bj I.aw- ton: 1 I .;'(>', . Newspapers'. The biggesl local print medium is due for a step-up in the next two years a- compared with budget in- creases for newspapers in the past two years. The ratio i- almost the same as that of t\ : lor ever) two local news- paper u-er- intending to cut hack. about eight are planning to spend more. I he figures: 23.9998 intend to increase; 6.06' intend to ,]<■ rease. Net gain: 17." 100 SPONSOR 13 DECEMBER 1954 101 In general, the air media ranked high in !■•■ .il .id plans foi the next two ms. I lie trend toward increased use of in continued with radio moving .ilie-.id -I gl) . Local media yardsticks: \- men- tioned at the beginning <>f this report, Lawton's Btud) uncovered little <-\i- dence thai local advertisers were bas- ing theil planning on proved media pei i"i tnance in producing sales. \\ liat then did local media buyers in the 1- cities use as their yardstick? \ ording to Lawton, thej generally take their cue From national advertis- ers. He told sponsor: "The similarit) between use of me- dia b) local advertisers and the use by national advertisers as indicated by othei studies was marked: newspapers, direct mail, radio, local magazine sup- plement-. (\ in that order." Of Lawton's 400-firm -ample, these were the percentages of businesses that were using the following media during 1954: Media % using \ i it spapers 70% Direct Mail 54% Radio 35% Magazine supplements _ 23% Television 19% THE STRATEMEYER SYNDICATE -^rnn ounces the availability of licenses re- specting the copyrighted series of stories — THE ROVER BOYS STRATEMEYER SYNDICATE 519 Main Street, East Orange. New Jersey Ol course, Bince all of the respon- dents were multiple-medium users, man) local advertisers were using two, three oi even as man) a> (i\e of the above. Hut the percentage figures give an approximation of where local adver- tising dollars are going, Other media listed b) Lawton's respondents a> be- ing in current use included: outdoor. match folders, handbills, car cards, point-of-sale material, premiums and motion picture advertising. Was the resemblance between local media use and national advertising as marked as Law ton felt? Were the local admen taking their cue from national advertisers? \dinen can judge from these indus- trv figures prepared bv McCann-Erick- son s Central Research Department. In \')7Y.\. the spending by national advertisers fell in this order: Magazines ($667.4 million); news- papers and supplements ($642.7 mil- lion i ; direct mail ($548.5 million); television ($322.8 million network; sl2!!.7 million spot I : business papers ($395 million l: radio ($141 million network; $163.8 million spot i . In 1952 rank order of media use differed slightly, with t\ lower in the li-t. f his is how it worked out, ac- cording to McCann-Erickson : Magazines ($615.8 million); news- papers and supplements I $562.4 mil- lion) ; direct mail ($512 million) ; business papers ($365.2 million) ; tele- vision ($256.8 million network; $93.8 million spot); radio ($161.5 million network: S] Id. 5 million spot I . Local variations were wide: Ex- amined in detail, Lawton's findings showed that opinion as to the effective- ness of various media — for whatever reasons — and the plans for future use of air media varied widely. Lawton charted this by first finding the 12-citv average figures and then measuring each local market against these averages. This was the point of departure for I. aw ton: Effectiveness: \ll respondents were asked to indicate the three media which the) considered most effective for their own businesses. Thus, vary- ing combinations and rankings of me- dia were obtained. Weighted out (b) taking into account the ranks given each medium at various times In dif- leicnt advertisers) radio came up with an "average score" b) lawton's formu- la of 13.97 for the 12 cities. TVs -core was Blightl) less: 13.64. In general. incidentally, the rank order of score* resembled the rank order of present local media use. Planning: Kb listed earlier, both ra- dio and t\ are clue for future budget increases among the total of Lawton's 396-firm panel. Some b.'.VI' ', of the respondents intend to increase their radio Bpending. And ll.MfV; of the respondents plan to step up spending in t\ . W ith such "averages" in hand. Law- ton then checked local variations. He- determined in each case how man) point- over or under the "average" the local figures landed. This was the re- sult : Atlanta: Opinion on radio's effec- tiveness was -i\ points over the 12- cit) figures. But the projected use of ladio didn't hear this out in practice: it was five (joints under the average. Opinion on tv's effectiveness was two point- under: projected u-e was -i\ points he-low. Boston: Radio held up better than the average. Opinion concerning the effect of the medium and plans for fu- ture use were three points above the average. Tv opinion fell three point- below the average: projected u-e- was down two points. Cleveland: Radio fell six points be- low the 12-< itv average score for effec- tiveness, but onl) fell one point below average in plans for future use. Tv was almost the reverse. It was two points below normal on the list of effective media, and went down nine points in future use. Denver: Radio was four points be- low average as to effectiveness, but was only down two points in plans for 1955-1956 use. Tv was right on the average score for effectiveness, but dropped seven points below average in plan- lor u-e. Indianapolis: Opinion concerning the effectiveness of air media fell one point above the ave-rage for radio, two points below for tv. But the outlook was bullish on future plans. Use of radio as forecasted bv local advertisers was 15 point- over the average: use of tv was 23 points above the 12-citv over-all figure. Minneapolis: Radio was four point- above the average as to effectiveness; tv was one point over. But radio was three points be-low average in terms of future planning: tv was 11 points un- der the average level. \eu Orleans: Merc bants Quizzed bv 102 SPONSOR 13 DECEMBER 1954 103 Lawton's in. nl ~ur\ «•> in the Crescent i iiv rated radio nine points below av- ... ness, bu! plans h>i use Huh two points below . I v was rated I '■ points ovei the average in ef- fectiveness, bul <>iil\ tw ii points above average in future use. Oklahoma City: This «as anothei in which .in media ranked bigh, both i- i" opinion "I effectfr eness and future use. Radio was L5 points ovei the average in effectiveness, seven points above on projected use. I\ was also 15 points up on the score "I ef- fectiveness, .in eye-opening !<"• points up on future planning. Philadelphia: \ir media were below tin- average on all counts. Radio was down four points on effectiveness, down one on future plans. T\ was down five marks on effectiveness, six I". in!- down in plans for future use from 12-eitv average figures. Portland: Radio rated eight points above, i\ four points below average as t • ■ effectiveness, Lawton's checkup showed. But projected plans for ra- dio and tv were down two and three point- ropectiveh from the general average. St. Louis: Opinion concerning ra- WOND The Master KEY To The Lucrative SOUTH JERSEY SHORE MARKET Delivers the Largest Radio Audience in the Atlantic City-County Area* "1954 Survey by Adverlest Research . Get the WONDeWuf | Story Today! Market Data, Station Cover age and Programming Information on Request WOND ,,,. ,..,»,.. i. •■ i... i. ,,»,„, T)ME 1400 ON THE DIAL Owntd and Operated by (NARTB) PIONEER BROADCASTERS. INC. fTTk Pleasantville. New Jersey *MJ N. Y. Office: 550 Fifth Ave. COIumbus 5-1430 dio's effectiveness was eight points o\er the average mark, foui points under on the score oi effectiveness, hut shoot up L6 points in terms of future planning N//; Diego: Radio was three points above average in effectiveness, hut fell two poini~ below average in projected L955-1956 plans. T\ .started out with a Kan- 12 points over the a\erage on the >< me oi effectiveness — but dropped to three poini> helovs the average in tri nis ol LUture planning. (Note: V.dmen interested in seeing the full results. Parts 1 and II, of the Lawton stud) can obtain them for >2.)<) to cover costs through: Sherman I'. Lawton, Coordinator of Broadcasting Instruction, I niversit) ol I )klahoma .Norman, Oklahoma It's titled: *'A Report on Local Mul- tiple-Medium Advertisers, Broadcast- ing Research Stud) #f>2.") • • • RONZONI [Continued from page 45) New N ork tv vehicle, is in its fourth year for the firm. • Ronzoni has been using Arlyne Grey in its tv commercials during its entire four years on television. It even uses a puppet figure of Arlyne in a newlv produced 20-second lead-in to its tv selling. • During the past 10 years on the air, it has consistently used the "clear water test' i of which more later) as one of its copv themes. • Among the compan) s premium of- fers is The Talisman Italian Cook Book. Ronzoni has been offering the book at periodic intervals during the past three years. • "Ronzoni sono buoni," ("Ronzoni is so good"') the firm's slogan used in all radio and t\ commercials for over a year now. evolved from the com- pany's long-time slogan for the Italian market, "Ronzoni sono verramente buoni." "'It takes a long lime to huild up a brand name." -.tv- (ierard Benedict. Ronzoni's ad manager. '"Our consis- ted \ in advertising is one explanation lor our success in getting quick accept- an< e lor our products. People identify our Italian-language show, the cook hook and \rl\ne Grey, even though -he doe- commercials for other adver- tisers, almost automatical!) with Ron- zoni. To establish her connection with Ronzoni most effectively, we've even dr\ ised a special "Ronzoni" hair stvie for our commercials that's different from her normal appearance. "In Ronzoni commercials, Bhe wears, a coronet of 1. raids around her head. She - been wearing her hair this vvav onl) for our commercials ever sine we started on tv. The puppet replica of Arlyne, incidentally, lias the same kind of coronet in the film lead-ins produced bj Global Telefilms." Consistency alone is not Ronzoni's chiel advertising objective; it rarely keeps a cop) approach or programing schedule without tangible proof of suc- • ess. / Led Three Lives, for example, i- a perennial hi writing the commercials. The show is hroad- cast over WON. New ,ork: W.IMJ. Philadelphia: WVOM, Boston: WRIB. Providence; WHAY, New Britain; WSPR, Springfield; WWOL, Buffalo. Copi/ (4»<-/nii<|ii<»*: Commercials for the foreign-language show actually rep- resent more of a problem than Ron- zoni's English-language messages be- cause the] must avoid anv tendencv to preach or instruct viv- Negri : "1 ou're dealing with an audience that's thor- OUghl] familiar with macaroni prod- 104 SPONSOR OF THE VIEWERS IN THE BILLION DOLLAR SOUTH FLORIDA MARKET SELECT CHANNEL 4, MIAMI AS THE CHANNEL THEY VIEW MOST. ARB • Miami • Fort Lauderdale ■ West Palm Beach Survey Sept. 1954 Show your product to South Florida's 1,200,000 permanent residents over their favorite television channel. See your Free & Peters Colonel today. wrw 4 MIAMI Florida's First Television Station. 13 DECEMBER 1954 105 a. i- .Hid how the) can be used. I hej don't have i" be persuaded to trv mac- aroni foi the first lime bul rathei to Bwitch to Ronzoni." ( opj on the Italian-language Bhow represents an adroit use "I Bpecial- appeal advertising to broaden Ron- zoni's market. "We realized a long time ago," Milton Guttenplan, account executive, says, "thai first-generation Italian- would become less and less "I .1 i.n tor in <>in total sales as time went on. The second generation horn to im- migranl parents rapidly assimilate American customs, language, ideas. Bul the first generation still exert- a i influent e over the \ oungsters. Mothei teaches daughter how to cook and passes along recipes to daughter- in-law . \nd so on. "In our Italian-language commer- cials we ask the native Italian house- wife to give her American friends and young daughters the benefit of her km- experience with macaroni. Although the Italian population is a minority in the cities in which our show is broadcast, it exerts an influ- ence wav beyond what the foreign population figures indicate. They are. in a way, our 'ambassadors'." No wonder she's SO POPULAR Who wouldn't be with Sioux City Sue-Land's proportions — effective coverage wholesale market retail sales 33 counties, 589,800 people 34th in the U.S. 2nd in Iowa Your K.iti man can arrange a date. Sioux City, Iowa CBS. ABC b DuMONT A Cowlcs Station Here - a translated portion from a typical Italian-language commercial which illustrates tlii> technique: "Ladies, how man) time- ha- one ol youi American friend- asked you, Mow Ion- do you cook spaghetti?' 1 am -uic tliat you prohahlv could not give an exact time. Hut you must have suggested that the) taste the spaghetti "in <• in a while, while it i- boiling, depending on their taste. Because nat- urallv there are those who like the spaghetti 'al dente' and those who like it 'well done." Let \our friends decide when to drain it. What i- most impor- tant is to let \our American friends know that your preferred brand is Ronzoni. . . ." Italian-language commercials, like the English ones, also stress the nutri- tive value of Ronzoni products as -well as their low calorie content, economy and high qualitv . The television film commercials with Arlyne Grev are basicall) simple, but effective cooking lessons reminiscent of the well-lit, appetizing Kraft food dem- onstrations. Most Ronzoni commer- cials show Arlyne preparing simple dishes, include closeups of the finished product ready for serving. Arlyne is also used to demonstrate the "clear wa- ter test." On television, the test in- volves two clear Pyrex jars set on a stove. Ronzoni spaghetti is placed in one jar, another brand in the second jor. While the water is boiling the liquid containing Ronzoni spaghetti re- mains clear, the water in the other jar i- cloudy. Copy theme: "This means that all the protein, minerals, vitamins with which Ronzoni macaroni is en- riched do not boil away hut remain in the product." .Slogan builds recognition: All ra- dio and tv commercials include the Ronzoni slogan, "Ronzoni sono buoni I "Ronzoni is so good.") The slogan is enlarged to jingle form for radio, and the jingle is also used for a full-length television film commercial which em- ploys the teacher-and-classroom theme. I In film show- children seated in a • lassroom while the teacher writes the words to the jingle on a blackboard. I In children sing; in unison: Ronzoni sono buoni It is clearly understood Means Ronzoni Is so good ) es, Ronzoni is so good. h or macaroni and spaghetti Heller Inn Ronzoni More protein and less calories Ronzoni sono buoni Sono buoni — it's so good Sono buoni — it's so good! The use of Italian words in the Ron- zoni slogan and jingle reiterates that Ronzoni i- the brand preferred by Italian-Americans. "We underscore, rather than plav down, the company's Italian name." -avs Angelo Ronzoni. rice president in charge of production. "We want people to feel our products are the authentic ones used by the he-t judge- of macaroni quality." Commercials on the children's tele- vi-ion -how are aimed at a dual audi- ence: the voung viewers and their par- ents. Although they include the basic cop) points on nutrition and economy, the message is geared to catch the in- terest of the youngsters. Example: Slides showing various -port- activities may be used to introduce the theme of energy-building ingredients. A 1" ond film clip of a professional hockey game leads into this message: "Roy, that is a fast game. A game that takes lots of pep and energy as well as strong bones and muscles. The same kind of strength and energv you need when you're out playing — and the same kind of strength and energv \ou get in every delicious howl of Ronzoni enriched Pastina. . . ." To spot check the effectiveness of its air vehicles Ronzoni often devises premium offers like its Talisman Cook Book. Ronzoni has been offering the hook for SI now for over three \ears. It makes the offer during a four- to five-week period, then withdraws it and counts results. "The hook is now in its eleventh edition." A E Milton Gut- tenplan sa\s. "This gives \ou some idea of how successful it's been for us. \nd its also an excellent way to en- courage wider use of our products in varied dishes." On the children's program, premi- ums like a "Captain Space" compass have been used successfully. Ronzoni is actually one of the air media pioneers in the macaroni field. Its Italian-language radio show has been running without interruption now for 23 \ears. Its first television effort. hack in 1950, was an Italian family sit- uation-comedy, similar in type to The Goldbergs. The live week!) half-hour -eric- ran for three years under differ- ent titles each year: Leave it to Papa. \\ PIX, 1950; Actors Hotel. W ARC-TV (then WJZ-T\ I, 1951; Papa Cellini, 106 SPONSOR IN INLAND CALIFORNIA (AND WESTERN NEVADA) THE DELIVERS MORE FOR THE MONIES These five inland radio stations, purchased as a unit, give you more listeners than any competitive combination of local stations . . . and in Inland California more listeners than the 2 leading San Francisco stations and the 3 leading Los Angeles stations combined . . . and at the lowest cost per thousand1 (SAMS and SR&D) In this independent inland market — separated from the coast by mountains — 4he Beeline taps a net effective buying income of nearly 4 billion dollars. (Sales Management's 1954 Copyrighted Survey) WCLAJCHY BROADCASTING COMPANY SACRAMFNTO, CALIFORNIA • Paul H. Raymer Co., National Representative 13 DECEMBER 1954 107 \\ \|;i TV, L952. High production - led ilu agenc) to repla< e the Live ili .1 film show in L95 < onipelif ion on thv ttlr: Ronzoni's . Iiirl petitors in the Northeast Be< - lion are also hea> j ail users. La Rosa, foi example, is sponsoring two syndi ated i\ film showB as pari ,,i its h efforl : Zn 's I/" I I • Ircher, \\ NH( TV, New Haven, and \\N \i TV, Boston; I IP's 0 «/.■/- \\ \i;|i. New York, and WCA1 - I \ Philadelphia. Ii uses a tv an- noun* emenl schedule in New \ 70,000 Families in the rich, prosperous Up- pei Missouri N ..II, a \\ N AX— 570, " | lu Bi \ jgie Station." WNAX-570 Yankton — Sioux City A Cowles Station Represented by The Kati Agency , onsists oi spol announc emenl di ives and program participations in New i mi k ( ii\ . It uses announcements ovei WI'IY WINS; participations in di-k jocke) -liovs -. WNI.W. and news and housewife program participations and Btation breaks, WCBS. Vgencj is \l Paul Lefton. I In- present Ronzoni Macaroni firm was -tailed in 1918 b) Emanuele Ron- zoni, a native Italian, (The Honzoni famil) has been in the macaroni busi- ness for ovei 50 years. I Macaroni products were sold in bulk form to _f.il- until 1931, when the one- pound package was adopted. Evei since Ronzoni built it- new factor) in Long Island Citv three years ago, the firm lias been turning out about 55 different products in the macaroni line. When the address of the new Ron- zoni plant was mentioned, a SPONSOR editor asked A/E Milton Outtenplan : isn't that the plant that's right next door to Republic Steel in Long Island City?" "Well, yes," Guttenplan conceded, adding, "but I'd have said 'Republic- Steel is right next door to Ronzoni.' "After all," he joked, "our sales of macaroni products top Republic Steel'-."' * * * STRAUSS STORES l Continued from page 39 i till Christinas. In January and Febru- ary, they use only a skeleton schedule, then start to push again in March. Strauss has not been using radio for a vear as yet so it cannot be said just how closely the radio campaign will hew to this yearly routine. This past summer, the schedules in Strauss" four main areas — -Hartford. New Haven. the Hudson Valley and New York Citv — ballooned until just before Labor Day, they were running about 950 an- nouncements a week on some 17 sta- tions. The schedules in those areas have been diminished considerabl) since, but there are other factor- new in Strauss operation which could con- ceivabl) change the seasonal emphasis on radio. One of these is the opening of new Strauss "super-stores," which carry man) items other than auto accesso- ries, mainl) bicycles, toys of all kinds, sporting goods, and household tools. Ihe biggest and newest of these stores which there are only three so far but promise to be more' opened on 11 Novembei in Syracuse. The opening wa- attended b) much fanfare and bal- lyhoo, including 500 announcements on three Svracu-e -tations WOLF, W Mil. and \\ \l)l! during the first week. \ saturation schedule of 350 announcements weekl) -till continues for thi- special event, though this is the less-intensive part of the ad \ear foi Strauss. More detail- on this ap- pear later in thi- article. Another factor which ma) affect air strateg) i- the huge success Strauss ha- experienced with it- bicycle sales. \ small portion oi the radio money went for plugging the imported Eng- lish bicycles which were a new item with Strauss. Last year, the stores sold about 4,000 of them. This year, "-tiauss bicycle sales are expected to hit in excess of 65.000, according to \at Lorman. Bicycle -ale-, in other word-, went up from 300 to 5,000 a month. Strauss finds that it gets results wherever it puts radio concentration. The Last Hartford store, for instance, war over-locked with power lawn mow- ers. These items cost from S39 to over 8100. The) arranged that three out of every four announcements would plug the mowers. In four da\s thev -ucceeded in clearing out evcrv mower in the Hartford-New Haven area, were calling neighboring sup- pliers for more. Strauss is starting to broaden the -election of items carried. In the new Syracuse super-store. Strauss' biggest operation, for instance, about one-third of the merchandise i- not connected with auto accessories. But Strauss is still primarily an auto accessories chain. Bv far the largest concentration of air cop) has been on tires, with auto seat covers also receiving some atten- tion. Results have been notable. In a pe- riod of It) weeks after the start of the radio advertising in mid-May, tire sales rose from a rate of 2.400 to 15,000 a year. Today, total Strauss Store- -ale- gross stands at over S20 million i of this, bicycle sale- account for about 1400,000). In it- cop) approach, the firm capi- talize- on the familiarity and accept- ance of the Strauss name, and on the intimac v of local radio. Emphasis is placed on letting evcrv one know that the product being plugged i- at "your neighborhood Strauss Store." Strauss 108 SPONSOR £2u 5Z- NO CITY LIMITS WNAX's countrypolitan market resembles a big city market, except that its shopping centers are lid miles apart instead of 6. The farmers, ranchers, and town folk of Big Aggie Land (Minnesota, The Dakotas, Nebraska and Iowa) think no more of driving 60 miles than you do of driving 6. WNAX-570 has been "touring" Big Aggie Land for 32 years, delivering information and enter- tainment without regard to city limits, to upwards of 200,000 families. It's the kind of information — commercials included — which starts buying trips. To travel with this good company, see the Katz Agency. 13 DECEMBER 1954 109 Free Bet \ i< es: mounting tires i"i customers, installing seal >"\- ers, epair of bi< ycles for two years aftei purchase. rhe I'ulk of the Strauss ah i ampaign i- in one-minute announcements. Dur- ing the 1 1 1 — t week 01 two ol hea^ j sat- uration in a given area, th<- announce- ment- enerall) all transcribed. I atei "ii there are more live pitches I,, i spei ial sales and to tie in \\ iili local weather conditions i when ii snows, foi instan e, thej sell -now tires and . hains i . Some segments on local d.j. and news shows are also bought: Make Be- lieve Ballroom, Klavin and Finch on \\ NEW, New York, and Ted Brown slum. Morning Vewsreel on WMGM, New York. Stations currentl) active on the Strauss schedule include WNEW; \\ \\/ and WELI, New Haven: \\i ( ( . Hartford: WFBL, WOLF, and \\ NDR, S\ racuse. During the summer and earlj fall, the roster also covered these stations: In New York State: \\ MGM, WOK. WINS. WMCA, New \<>,\,: WHLI, Hempstead, L. I.: \\ ROW, Uban) : WKNY, Kingston; WEOK, Poughkeepsie. In Connecti- If you use TV film TV film service! Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records * Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment DED TV FILM SERVICE LOS ANGELES • NEW YORK 90-J N La Cirncga 630 Ninth Ave. BR 2-7825 JU 6-1030 FASTER, SAFER, LESS COSTLY... Because If* More Efficient! cut: \\ \ \B. Bridgeport; WBIS, Bris- tol; Wim. New Britain: WDRC. WGTH, Hartford; WSTC, Stamford. I hi- make- a total of 21 stations Strauss has used bo far. I In- recent opening ol the s\ racuse super-store in November, represents the biggest air promotion Strauss has run to date. Previousl) they'd had a franchised -ton- in that cit) that was not doin- too well. So the) decided to build their biggest operation yet at a prominent intersection in Syracuse. Thej provided a parking space for 30 cars, and a special service area for 12 cars in which newly-bought tires can he mounted on cars. But to -tart at the beginning, Straus- made preparation- for entering the section via radio some time hefore the store opening. The) studied the area first, came up with fart- to use as a basis for their air campaign. Such a-: In Onondaga Counts, there are some 55.000 factor) workers. Biggest plant is General Electric. About 50'; of the people in the area are at work b) 8:00 a.m. — most of the factor) workers work between 7:00 a.m. and 3:00 p.m. The store's grand opening was -ched- uled for 11 November. Strauss launched its saturation announcement campaign on the three S) racuse sta- tions—WOLF. WFBL and W NDR— on o November, inundating the air with 500 the first week, allotting 350 per week for four to six weeks after that, with more emphasis around the pav periods. Based on the survey findings. the heaviest concentrations of an- nouncements ran between 5:45 a.m. and 8:00 a.m.. the wake-up and riding- to-work period, and between 3 :00 and 5:30 p.m., the driving-home and be- fore-dinner time. During the hulk of the day, they aimed announcements at the housewife at home on items other than auto accessories. Having been heralded by three days of heavy radio promotion, the opening itself on 11 November drew a heav) attendance. The Mayor of Syracuse was there to cut the official tape. Frankie Laine, met at the plane b) tv cameramen and new -paper reporters, wa- ^uest of honor. W M)R broadcast an entire program emanating from the store. \ week previous to the opening, th('\ had run a "Mis- Strauss Stores "l Syracuse" contest. The winner ap- peared at the opening and on the W \D1\ show a- will a- in conjunction with Strauss air announcements. Results clearl) indicate that it was worth all the fuss. Business at the Syracuse Btore i- alread) at the $500,- III 10 volume figure, which, a< < ording to President Strauss, u-uallv doesn't come about until a -tore ha- been operating for three or more \eai-. The Product Services agenc) places Strauss Stores radio advertising only. 1 he corporation places its new-paper advertising direct. New -paper- have been the mainstav of Strauss advertis- ing all during the 25 vear- of the chain's existence. In that time, it has placed some $10 million worth — in nothing less than full-page ad-. The new radio venture is actually not Strauss1 tn-t experience with air use, though it i- bv far the most ex- tensive. Three vears ago (during the 1051-52 season i . Straus- sponsored Du Mont's Wrestling from Chicago on "Radio -still remains a powerful weapon for truth and for -ale- throughout the United Slate-. Its demise wa- predicted hut the patient ha- demonstrated an uiiii-iiall> health; di-regard of its own funeral notices." F. KENNETH BEIRN President The Rioic Co. New York \\ Mil). New York, for 39 weeks. But it was not till early this vear, when Leonard Strauss became presi- dent of the firm, succeeding his father. I. M. Strauss (who is now chairman of the board i that the seed of a full- fledged campaign was planted. Leon- ard Strauss favored radio as a medium because of its fiexibilit) and because he felt that it could give the right satura- tion at the right price for Strauss. He put his head together with that of Product Services' 29-year-old presi- dent. Les L. Berskv. to trv and work out a means of retaining Straus- pres- ent volume in the face of a shrinking market and of getting new business as well. The results you now know. The Straus- Stores Corp. was found- ed in 1020 bv I. M. Straus-, -tailed as five retail auto accessor) -tore- in New York Cit) that vear. It was the idea of a clean auto accessor) store to meet motorists' need- rather than the often-dirt) or iirea-v gasoline station — that led Strauss to make this move. His objective was to develop a large national (bain of such store-. The stores have multiplied to the present 1<".(>. and the number promises to keep on STOW ins fa-t. * * * 110 SPONSOR c fi^ Mr* The plans board retires into closed session . works up a preliminary program that runs into six figures • your medium is mentioned • a big contract hangs in the balance • the media director reaches for Standard Rate • and if you have a Service-Ad near your listinj you are there For the full story on the values 1.161 media get from their Service-Ads. see Standard Rates own Service-Ad in the front of any edition ol SRDS; or call a Standard Rate Service-Salesman. N. Y. C- Murray Hill 9-6620 • CHI.- Hollycourt 5-2400 • L A.- Dunkirk 2-8576 Note: Six years (if continuous research among advertisers ami agen- cies lias taught us that <>nr of the most important uses ol S comes at those times when conference room doors are locked, chal- lenges and suggestions come thick ami fast, and somebodyi come ii]i with answers — fast. KNX LOS ANGE1 is ." ni mi watts • CBS Owned Nelson Mclninch has moved to KNX. And so have Sunkist Growers, Ralston Purina Co. and California Spray-Chemical Corp., farm- wise sponsors whose experience has shown that Mclninch is the most influential voice in Southern California's rural homes. In fact, in every local survey conducted by his sponsors, Nelson Mclninch has proved to be radio's most highly regarded authority on agriculture by a margin of 10 to 1! With Mclninch as Farm Director, the KNX lead in public service will be greater than ever. KNX will continue to bring its great audience the best in farm information: Farm Topics at 5:30 AM, Farm Digest at 6:00 AM and Farm Reporter at 12:15 PM - plus Southern California's most- listened-to entertainment . With Mclninch. KNX advertisers reach the most prosperous farm homes in the land . . . those in Southern California where 9 out of 10 counties are among the nation's top 25 in gross farm income, including Los Angeles, the richest farm county of all! For further information about KNX's unequalled influence in Southern California's farm families, call CBS Radio Spot Sales or KNX. ion- populai than the ncond network station 111 '.. more popular than the leading pendent Full week average The 1'uIm' of Ixta Angeles, July-August, 1064, Oiher sources on TRADE ADS (Continued from page 42) ber are those which keep repeat i n- one point over and over. Like that 'Bigger 'n' Baltimore' phrase of WBAY-TV, Green Bay, or the Mc- Clatchy Beeline ads. If I ever had to buy a station in California, I'd cer- tainly look up McClatchy. I'm not saying I'd buy just on the basis of the ad, but Id certainly give the sta- tion a chance to tell its story." The stressing of repetition is an- other way of saying that most time- buyers believe the basic function of trade paper advertising is reminder copy and that such advertising does its job best when it is reminder copy. But repetition, apparently, can do more than just hammer home an idea. judging by timebuyer comments. It can leave the impression that the sta- tion, because it advertises so much. is an important outlet and may be con- sidered by trade ad readers as the market's dominant station. Being in the advertising business, timebuyers appreciate good-looking ad layouts and scintillating copy. Some of those queried did a little self-analy- sis and said they supposed they do in- itially tend to associate the character of a station with the character of its advertising. That is. there is the emo- tional tendency to assume for exam- ple, that a dignified ad must come from a station which is conservative in its programing and sales policies while an aggressive ad must come from a station which is a fireball in its programing and sales. However, it was quickly pointed out that ( 1 1 such feelings are tempered since timebuyers often know a lot about a station first-hand and (2) however strong the initial impact of an ad, the emotional fires cool quickly and facts take over. One timebuyer said she actually was attracted more by amateurish-looking ads than profes- sionallv-looking ones, although she didn't know why. The lack of documented claims led to more negative comments about sta- tion advertising than any other single factor. There is no question but that timebuvers are blase about station claims, such as we-are-first-in-the-mar- ket boasts. One timebuyer said: "I look on sta- tion-dominance claims with a pretty jaundiced eye. When a station says it 13 DECEMBER 1954 is first in the market it can mean a good many things. It can be first in ratings at 10 a.m. in the morning, when it is sold out. am way, or it can be first in teen-age listening or it can be first in local programing, whatever that means. Every station has some- thing it can be first with." The gripe, in other words, was not that the station shouldn't stress its strong points but that the ads implied that station dominance in one field made it dominant in the market. They were also leery of situations where, for example. \KB made one station domi- nant in listening and Pulse made an- other. Yet, many of the timebuyers were interested in knowing what station stood out in a particular market. A time buying executive at one of the top air agencies said: "The sta- tion's position in its market is impor- tant to us in some respects. It's nat- ural to look for the leader. After all, everybody wants to be on the best sta- tion. The problem is that a lot of ads are misleading. They just show part of the story. Still, we can't expect stations to publish data which hurts them." The situation is similar with cover- age maps. More timebuyers preferred them in ads than didn't yet there was a strong element of suspicion about them. Some of the more knowledge- able among the timebuyers go to the complicated FCC maps for their cover- age information. One timebuyer told SPONSOR he recently went over 200 coverage maps put out by stations ei- their in trade press ads or in direct mail promotion. "Not one would hold up in an engineering office," he said. A number of timebuyers said they tore out ads with coverage maps and filed them. While they don't accept the stations' coverage claims as final, the ad-savers said the maps were, at least, a starting point. One timebuyer said he felt the most useful coverage maps were those show- ing topographical features. A few said coverage maps were indispensable to timebuyers working on network shows where the problem of overlapping sig- nals was of topmost importance. While timebuyers are concerned about seeing how a station's signal covers a market, they are not particu- larly interested in detailed market data in a trade paper ad. Many said they usually couldn't find time to plough through a lol "I market figures. One of the time-buying executives queried by SPONSOR said: "While time- buyers should know their markets, ilic\ are not l>a-i< all\ marketing spe- i ialists. They may be consulted when the market list is made up for a cam- paign, but the market list is usually made up beforehand by others and then turned over to the timebuyer. So, much of the marketing data in an ad is wasted on us. Since timebuyers are people and subject to variety, SPONSOR found ex- ceptions to this opinion. There were some timebuyers (three, to be exa< 1 1 who said they are interested in mar- ket data in an ad. This variety in attitudes showed up in other ways, too. For example, in the matter of institutional ads time- buyers were split in their opinions. Those who found them ineffective stressed they were looking for facts, not generalities. The dislike of gen- eralities was particularly strong among the anti-institutional ad faction and they made clear this dislike of gener- alities took in all sorts of trade paper ads. Even those who felt that institution- OUT OF REACH ... and so are many high rated net- work programs for the national spot advertiser seeking local coverage. In sight— but unavailable. In Philadelphia, WPEN is first in local programming— all afternoon long — and among the leaders all day long. We'd like very much to show you how WPEN can make the Philadelphia market pay off for you. The Station of Personalities ILoWPEN PHILADELPHIA Represented nationally by GM-Perna, Inc. New York Los Angeles Chicago San Francisco 113 ids were effective admitted it was impossible to pin down specific ways in which su< d ads were effective. I he ■ hie! timebuyei al one of the top commission houses said: "I love those Storer ads. They're damn pret- t\ . ( »i . ourse, it's hard to measure the 'li" t "I -mi 1 1 ads. It's hard to measun the effect of any institutional advertising bul there's no doubt thai it does .' job." ( (in timebuyer with long experi- ence made this point : "\ <>u really shouldn't a-k timebuyers what they think til institutional advertising be- ■ .mi-. I limit think these ads are aimed at timelniver-. They are aimed, and properly so, at the highei .< helons in the agency, at advertising managers and other executives. \ timebuyer knows too much about a station to be influenced by prestige-type advertising ami that's what institutional advertis- ing usuallv i-. |!ul the man not close to timebuying can be influenced by prestige < <>pv and lay out ' A timebuyer with equally-long ex- perience re.ni.-tered partial dissent to the above analysis. He said: "Non- time buying personnel can be influ- enced l>\ institutional ads but timebuy- Lddentiai Co veraye r UNDUPLICATED! WWOR-TV. CH serves and sells w CO 14 Now, Over 69,000 UHF sets Receive the Best Picture on Worcester County's Only TELEVISION STATION! At ot December I, 1954 SEE PAUL H. RAYMER CO. WW© HUT ¥ 1ST STATION IN NEW CNGLANDS NO. 3 MAHKlt A B C — DUMONT era can, too, and don't kid \ourself. Especially the less-experienced ones. Like anybody else, timebuyers like to play it safe. Now. the institutional ad i- usually run by a big and important station and the implication in the ad i- thai this -lation i- so good it doesn't need Btraighl selling. Vnd the inex- perienced buyer will be impressed." Timebuyers gave opinion-, of a va- iiet\ of other types of ads. Here are examples: The off-beat ad: "I'm stopped In the off heat type of ad. 1 like to see what the ropy will say on the basis of the headline. It annoys me, though, if the idea is Forced. Even though the ad is off-beat, it should make an in- telligent point. I don't like over-gim- micky ads. though."' (Most timebuyei < omme-nts on off-beat ads were along this line.) The station personnel ad: "They don't interest me at all. Who cares who the receptionist is. or the engi- gineer, or the sales promotion man- ager? It makes pretty dull reading. What I'm interested in is what the sta- tion can do to reach prospects for my client." (While most comments agreed with this a couple of timebuyers who do more-than-average traveling said they always read ads with faces of people they knew. I The list of clients ad: "To me, a li>t of clients using a station is not im- pressive. I don't care if P&G is using the station. That doesn't mean the station will do a good job in reaching prospects for my client. There are too many factors involved in station buv- ing to be influenced by what some- body else has bought." (This point of view was readily echoed 1>\ main timebuvers though a few said they stopped and looked at ads with lists of clients. None of those in the minority, however, felt that such lists were par- ticularly effective cop\. The sales-result ad: "Stories of sales successes can he effective advertising if they are done well and documented well. But they should he complete ili.ii is, the stories should explain all the factors that might have an effect "ii -ales.' i I In- importance of includ- ing all relevant details in the sales-re- sult type ad was stressed by mam timebuyers. It was pointed out in a number ol cases that radio or t\ was given credit For -air- thai might have resulted From other Factors or other advei rising, i * * * SPONSOR ASKS i Continued from page 53 i COLOR-IN-MOTION PROBLEMS liy Robert (^ross Executive Producer imeriran Film Producers. "Seic York The use of col- or in tv commer- cials will require nearly as manv changes in script preparation and basic concepts of presentation a s did the advent of tv itself. Color commercials must take ad- vantage of the triple sales impact of lot in. movement and color, in addi- tion to the single impact of the audio portion of the commercial. The\ should reflect a full realization of the -ale- value of color, which can be used to create a mood or lower sales re- sistance shoe's viewer- or humor them. The agencies already have all the basic research data on the use of color in advertisements. But color in motion i- something else again. Color in mo- lion makes itself felt sooner and stronger than static color. Therefore less v iolent colors must be used, and the duration of their appearance can and should be shortened. Color de- mands and gets more human concen- tration, and therefore the tiring effect on the viewer of any single active col- or is an important consideration in the timing of scenes. Obviously, high saturation yellows and (van-, a- well a- low luminance dark hlues and reds, should he avoid- ed because they are potential trouble- makers with present color equipment. Pre-calihration of all colors and mate- rial- used will aid in the avoidance of these typical Color problems. There are still, unfortunately, some technical limitations in the prepara- tion of filmed color commercials which could comprise serious pitfalls in pro- duction time, costs and quality. Typi- cal is the small point of superimposed title-, regardless of whether thev are used over live or art scenes as com- monly used in black-and-white com- mercials. Color titles should pop on or otf. or wipe on or off. as dissolving or Fading color title- will result in a definite loss or change of color dur- ing the optical period. * * * 114 SPONSOR I BRAND NEW Christmas Gift Itlva Ihsianod ^ Bring Yaar Company BRAND NEW BUSINESS .«?;&S®8Sg AVIiv settle for an ordinary i>'jJ't when it takes iu>t a few moments to mve Fulness at Christmas . . . keeps them reminded of you throughout If).")'). . . and clients, prospects and business associates one that n-tlccts your though t- shows them how to make their air advertising more prolitahle. Voti actually give Three gifts in one — all for as Utile as $5*00 1 You give a full year, 2(3- issue subscription to SPONSOR. Starting at the Holiday Season and continuing throughout the new year, SPONSOR helps your recipients save time, work, trouble . . . shows them how to cash in on broadcast ad- vertising 's great pulling power . . . gives them ideas they can get from no other source. 2 You give clients and prospects the "Air ad- vertising Library". At the Holiday Season, SPONSOR will send eacli person on your list 8 important radio or TV publications and book- lets they '11 use, refer to and thank you for over and over again. (When completing the form below, please specify whether you wish us to send the Radio or TV edition of the "Air Advertising Library.") 3 You give a handsomely designed gift card at Christmas time. J\.<*t TlPlttltJ m m offer limited to just one station or agency in each area! SPONSOR 40 EAST 49TH STREET New York 17, N. Y. Speeiul Holiday Rates One 1 Year Subscription (your own or first gift) Each additional 1 year gift Donor's Name Company Address . City Zone State $8 $5 3 Include my own subscription £] Send bill later U I enclose $ for subscriptions Gift cards to read from m-. Send gift to ! Company Address^ — •-— ~ — - •»v->-»' ^{'City ...... Zone State In.ludc □ Radio □ TV Edition of *v#"Air Advertising Library"". 8M5 Send gift to- Company — - — — — £^;; v Address ■ Zone State Include O Radio □ TV Kdition of "Air AdvvrlJ5Jn\ ii \ problem. i artoons w in qui< k interest, but the) lack depth "I penetration. I hej are not as believable as live action and the) do not personall) "involve' the \ iewei . Cai toons are fun. II you can Bell \ "in product w itli fun alone, then \ • > 1 1 can -rll it with cartoon alone. I > > j t il you need t" gel serious, if you need to com ni' e, j "ii had better back your sales stoi j up h itli live action. B< • i i tain to check : \\ ould \ ou use ■ .ii t ...» 1 1 to sell in print? II the answei i- no. better proceed \s itli caution on j our t\ cartoon plans. .'{. Misusing .vint/im; jittgft'.v: The same trap t\ i-i- with -inging jingles. Like cartoons, jingles are popular with viewers, appeal to solve all problems. I nfortunately, not all tunes can make the "Hit Parade." \ih1 not all tunes can do basic advertising work. Be certain that jingle can carry the MEMO TO MEDIA BUYERS: tt RBL Radio and WRBL-TV are the ONLY media in Columbus wiih "AREA IM- PACT"! The only means of delivering your clients' messages to 92% of ALL homes by radio and to 50% of ALL homes by tele- vision . . . and, at lowest cost- per-thousand. WRBL AREA is IMPOR- TANT in the Southeast! Population 738,000 Families 183,000 Radio Homes 138,000 Car Radios 82,000 TV Homes 85,940 Retail Sales (000) $442,000 E.B. Income (000) $786,000 XAViO AM FM CO/L UMBOS', GEO KG-//) '<%*uu£r CALL -HOLL/MG-BEJZy load for you, oi use it only to gain attention and remembrance for \our real sales message. I. Overwriting audio: Too much i op) ? I hat - not unusual. Hut ■"overwriting"' may include an- othei evil: \ stilted, polysyllabic style that does not quickl) convey your meaning. Keep it simple and natural. Man) a commercial has heen suf- Eo< ated b) it* ow n words. Suggested homework for commer- cial writer-: Make a tape recording "I \ 1 1 hut Godfrey, then cop) it down. Note the broken, unfinished sentences. Note the use of connectives. Note the choice of simple words. Next, read a few research "play- backs of what \iewers remember from television commercials. Note how sim- pl) the) interpret the memorable ideas. Then, be certain \ou express your advertising message as clearly and well. 5. Too HKtiiij (/!<•/. opticals: For- tunately, the trend is already awa\ from the flashy optical wipes, mon- tages and fancv gingerbread of early tv spots. Color television will force even greater simplicit) because trick optical work is slow to process, uncer- tain in results and often confusing. 6. Sacrificing belierubility: The \iewer i> getting smarter. He is quick to spot staginess. synthetic perform- ances, "paid " testimonials and insin- cerit\ in all its forms. He is skeptical if product shows "too perfect" results. 7. Misjudging costs: Here is the deadliest of sins: The script has been written and approved by client — then the estimates on production costs w reck the budget. The answer? Establishing budget limitations in advance: then develop- ing writers and television directors who know how to draft effective scripts within the budget. At the same time, know \oiir SAG talent costs, for use and re-use, and be certain the budget -till fits. It's a tough, trick) job and -ometimes there appear- t" be not enough bookkeeping foresight in this > native lui-intss — but the high cost of television i- Forcing the commercial writer- to take up cost accounting post- g raduate work. Be certain you know your costs definitel) in advance. Or else your 7 Deadl) Sin- will find \ oil . . . "lit ... * * * TOP 20 ACENCIEb [Continued from page 33) Dear Phoebe won critical acclaim a» among the mo-t inlclligcntlv scripted of new shows tin- season. Commer- cials on the -how have represented a unique challenge for the agenc) Bince an attempt was launched to sell the concept ol soup foi breakfast. The General Electric Theater, in< i- dentallv. ha- an umi-iial production schedule. Show i- done live at times, film at other-. Originations are from Hollywood oi New York, depending on location of talent picked for the -how . Another new BBDO tv clienl i- the Gemex Corp., which sponsors a l't- minutc segment of The Stor'i Club. ABC TV, Saturdays. 3. J. Walter Thompson — radio-tv billing-. $46 million: tv. $34 million; radio. $12 million: radio-h share of over-all billing-. 29%. In 1954, JWT had 15 network tv -how-, six network radio -how-. Heavi- est network tv account was Kraft Food- Co. with Kraft Tv Theater. NBC TV and Kraft Tv Theater. ABC TV, two one-hour drama- weekly. However. Kraft is dropping the ABC T\ drama -how. because it is not satisfied with the ratings proportionate to the multi- million dollar investment. The firm is picking up another half-hour adven- ture show. Fi\e new network tv sponsors are scheduled to go on the air in January L955; Horace Heidi Show, NBC IV for Swift & Co.. Meet the Press, NBC TV. John-Manv ille Corp.. \orby. NBC TV. Eastman Kodak: Tom Cor- bet/. Space Cadet. NBC TV for Kraft Foods Co.: Beat the Clock. CBS TV, for Sv K ania Corp. The agenc) ha- -even particularly heav v -pot radio-tv accounts, whose spending has increased substantially this year. Thev are Ford Div. Cen- tral Fund. Swift \ Co.. Kraft Foods Co., Fever Bros. Co., Johns-Manville Corp., Scott Paper Co.. Florida Citrus Commission. 4. McC.ann-F.rickson: radio-t\ bill- ings. $46 million: tv billing-. $35 mil- THE EASIEST WAY TO SELL THE BIG NASHVILLE NEGRO MARKET USE ALL-NEGRO STAFFED WSOK 116 SPONSOR lion; radio billing. $1] million; ra- dio-tv share of over-all billings, 37%. Most of the big 104'* inn-ease in McCann-Krickson radio-t\ billings in 1954 came from increased budgets of clients already in the shop. The agen- cy has also acquired a number of new radio-l\ accounts; however, most of these wont show up in increased bill- ing until 1955. Top tv spenders for the year were Westinghouse, Chrysler and Nabisco. Westinghouse continued its sponsor- ship of Studio One, CBS TV. To this one-hour weekly, Westinghouse also added Best of Broadway. CBS T\ col- or spectacular which is telecast one Wednesday a month. Chrysler undertook sponsorship of Shower of Stars, another CBS TV col- or spectacular. This show is telecast one Thursday a month. On the re- maining Thursdays, Chrysler sponsors Climax, a one-hour drama. The Na- tional Biscuit Co. began sponsoring Halls of Ivy, CBS TV, alternate weeks. Another new network tv program, co-sponsored by McCann-Erickson's S.O.S. is The Imogene Coca Show, NBC TV. The Maytag Co.. makers of washing machines, ironers. home freez- ers and ranges, went on ABC TV last fall with sponsorship of NCAA foot- ball. These are among the biggest of Mc- Cann-Erickson's 41 tv clients. The agency also had 34 clients in radio. Biggest network radio clients in 1954 were American Safety Razor Corp.. Gruen Watch Co.. '"Junket" Brand Foods. Lemon Products Advisory- Board, Lever Bros.' Pepsodent Div. One of McCann-Erickson's new cli- ents, Derby Foods, became one of three sponsors of Disneyland, ABC TV (see Applause, page 124 I . Three other ma- jor additions to McCann-Erickson's list of clients won't be active through the agency till 1955. They are Bulova Watch Co., Nestle's Chocolate Prod- ucts and four Mennen Co. men's prod- ucts. In order to handle the increased net- work tv programing, McCann-Erick- son combined the Hollywood adver- tising service and radio-tv office, in- creased the Hollywood staff. The fol- lowing shows are handled out of the West Coast office: Big Town, Shower of Stars, Climax, Death Valley Days, Halls of Ivy, Disneyland and Bob Crosby. (Please turn page) 13 DECEMBER 1954 ^J^ WC DIEHM Says: the latest Pulse before you buy the wealthy, recession-proof Allentown-Bethlehem market. WHOL ALLENTOWN, PA. CBS (Represented by Paul H. Raymer Company) 2ND STATION 3RD STATION 4TH STATION * Average Share 30.0 <7< 22.5% 16.5'. I4.0<< CPULSE' October 1954) WHLM - Owned and Operated by Harry L. Magee WVDA WHLM WAZL WIDE Boston, Mass. ABC Bloomsburg, Pa. Hazleton, Pa. NBC-MBS Biddeford-Saco, Me. (Represented by Paul H Raymer Company) MBS-Yanltee 117 WHBF ROCK ISLAND, ILL. CBS FOR THE QUAD-CITIES is favored by location in a 4-city metropol- itan area, surrounded by 10 of the most pro- ductive rural counties in the nation. In both radio and tv WHBF is the Quad- Cities favorite. Lcs Johnson, V.P. and Cen. Mgr. WHBF : TELCO WILDING, ROCK ISLAND, ILLINOIS tipnsintfd by Avery-Knodtl, Inc. SKIING STARTS NEXT MONTH - GET YOUR MESSAGE TO 10,000 DEVOTEES OF POWDER SNOW with a 1-2 sales punch .n WESTERN MONTANA GILL-PERNA, tepv MISSOULA, MONTANA 5. Benton A. Bowles: radio-h l>ill- ings, $37.5 million; t\. $30 million; radio, $7.5 million; radio-h Bhare of over-all billings, 55' - . B&B's over-all radio-ft billings have increased b) approximate^ $1.5 mil- lion with proportion between i\ and radio changing considerably. The agem \ - u billings went from >2(> million in 1953 to $30 million iii IT>1. Radio billings went from $10 million in 1953 lo $7.5 million in 1954. In 1954 B&B placed 13 nel tv, In- net radio shows. These were sponsored b) established MM! clients. Important u additions in 1954 were sponsorship «»l December Bride. CBS TV, for Gen- eral foods' Maxwell House Coffee. General Foods continued sponsoring Km Rogers, NBC TV. and Mama. CBS I \ . BMi also bought a piece ol Doui: Edwards and the Xeus. CBS I \ . for the Croslev Corp. Pepperell Manufacturing Co. got in- to network tv in a -izahle wax for the first time with participation- in the Home show, NBC TV. Benton & Bowles continued hea\ \ network t\ sponsorship for P&G's Ivor) Snow. The White Naphtha Soap, Tide. Fluffo. Prell Shampoo. Ca- may. Zest and Pert. For P&G, Benton & Bowles put a new agency-produced tv serial on the air starting last Jul\ : Concerning Miss Marlowe, \BC TV. On radio, B&B clients continue spon- - " i i 1 1 ii such network shows as Weiuh Warren and the Sews, Rosemary. Per- ry Mason. Pepper ) oung's Family. This year, after six years on the air with it. the Association of American Railroads discontinued The Railroad Hour. NBC Radio. 6. Leo Burnett. Chicago: radio-t\ billings, $33.8 million: tv. $27.6 mil- lion: radio. S6.2 million: radio-t\ share of over-all billings, 64%. Leo Burnett's air billings have shown a II '. increase over radio-tA billings in 1953, from about $24 million to $33.8 million. The over-all agenc) I > i 1 1 - ings increased an estimated l2» t ' . ovei 1953, from $45 million to $53 million. Ill otliei words, ail media llii- \eai look up ('!'. oi total billings, against some "><>'. lasl year. Ii i- interesting to note, that Leo Burnett * lo.'s t\ bill- ings rose from $16.8 million to $27.6 million within a year. \inonu this agency's majoi network i\ i lients are Bi ow n Shoe < !o., ( )om- sto< k ( !anning ( oi p., Converted Ri< e, I nglandei Co., < Ireen < liant Co., Hoo- vei Co., International Harvester, the Kellogg Co.. Mar- CainK Bar-. Till-- burj Mill-. I oni Co. \l.u-. Kellogg, Pillsburj Mill- and I oni Co. current!) are Leo Burnett's network radio clients. Vj< in \ - air billings have increased at such a rapid rate that Leo Burnett has jumped from No. ') in sponsor's 1953 listing to No. (, in the 1954 list- ing ol top radio-h agem ies. Burnett during 1954 has been lni-\ gearing up for color television, will soon start showing a color film ris- ing the agency's thinking on u-e of color t\. 7. Biow Co.: radio-n billings, $33.4 million: l\. $27.8 million: radio. $5.6 million: radio-fr -hare of total biU- ings, (>')' , . This agenc) also gained some 7'. in over-all radio-h billings in 1954. Biggest spenders this year as la-t were Bulova Watch Co., Philip Morris, American Home Products' Whitehall Division and P&G. However, as of 1 Januarx 1955, Philip Morris will -hare / Love Lucy, CBS TV, with P&G via Compton. The cigarette firm will continue sponsoring Public Defender. CBS TV. In 1954, \\ hitehall sponsored Se- cret Storm, CBS TV, three da\- a week. The 1954 billing figures do not re- flect account losses at Biow. Within the last few months, the agenc] re- signed a number of its major accounts, including P&G's Joy, Bulova Watch Co. i after 33 years), Hills Bros, and Lad) Esther. It is estimated that these four accounts spent some $18 million a \ear. Balancing the-e losses are S3 mil- lion in billings from three new ac- counts acquired in 1(>.~>4. including Benrus Watch Co. \ number of changes have also oc- curred in the management of this agency. Milton Biow. now chairman of the board, i- retiring in January. The agenc) will continue to be headed b) I . Kenneth Beirn. president \nd Biow Co. will be known as Biow. Beirn-Toigo, starting 1 January 1955. I!. Dancer-Fitzgerald-Sample: radio- n billing, $30 million; t\. $12 million; radio, $18 million; radio-h share ol "\ ei -all billing, (>"' , . Over-all D-F-S radio-h hilling in- creased some 7 9< ovei I953's $28 mil- lion. This year, as last, D-F-S is the largest radio agenc) in the countrj 118 SPONSOR with SIB million in radio billin«s alone; that is, D-F-S billed $4 million more in radio than Y&R. largest air media agency, which has $14 million in radio. D-F-S radio billings held up at the same level as 1953; t\ billings in- creased slighth . The agency had 13 network radio and 11 network tv shows on the air this year. D-F-S major air clients are P&G. General Mills. American Chicle, Ster- ling Drug. Falstaff Brewing Corp., the U.S. Army. In 1954 the agency also acquired two new air accounts: Lady Fsther and parts of Best Foods Co. 9. William Esty Co.: radio-tv bill- ings, $29 million; tv. $26 million; ra- dio. $3 million; radio-tv share of over- all billings, 65%. Esty's over-all air billings have in- creased by $2 million over 1953's $27 million. However, there's been a re- shuffling of tv and radio billings. In tv Estv billed $26 million against $20 million in 1953; in radio $3 million against 1953"s $7 million. Big radio-tv accounts are Colgate- Palmolive. General Mills. National Carbon. R. J. Revnolds Tobacco. In 1954 Esty added General Mills' O-Cel- lo Sponges to the Sugar Jets account already in the shop. However, the agency resigned the Coca-Cola Bot- tling Co. of New York, which is heaw in local air media. 10. Ted Bates & Co.: radio-tv billings, $28 million; tv. $22 million; radio, $6 million; radio-tv share of total billings, 62%. Accounting for the $3 million in- crease in air billings at Ted Bates is the increased spending of existing agency accounts. Most important among agency network clients are Brown & Williamson ( The Lineup. CBS TV i : Colgate-Palmolive {Colgate Comedy Hour. NBC TV) ; Continental Baking Co. I sponsors Make Lp 1 our Mind, CBS Radio, participates in How- dy Doody, NBC TV); Standard Brands I participates in Howdy Doody. NBC TV). Brown & Williamson is a major spot tv client, perhaps the largest purchaser of nighttime spot tv on the air today. Ted Bales estimates that the AFTRA pension plan will increase talent costs by 5'( above the alreadv-high level. Spectaculars, too. savs the agency, have driven talent costs sky high. Ted Bates & Co. expects daytime ra- dio spending to maintain through 1955. On t\. the agency's clients are increasingl) active in participations. Example: Carter Products on Meet Willie, CBS TV. New Client* acquired in 1954 are M&M Cand) and a part of National Biscuit Co. 11. Compton Advertising: radio-U billings. $22.3 million: tv, $16.8 mil- lion: radio. $5.5 million: radio-tv share of over-all billings, 53* - . This agencj rose from No. 15 in 1953. with $15 million in air media to No. 11 in 1954 with $22.3 million. The added billing represents particu- larly heavy P&G spending. This Compton radio-tv client sponsors six network tv shows through Compton: Three Steps to Heaven, NBC TV; Guiding Light, CBS TV; The Seeking Heart, CBS TV; Fireside Theater, NBC TV; Summer Playhouse, NBC TV; This Is Your Life. NBC TV (co-spon- sored with Philip Morris). Goodyear Tire & Rubber Co. also co-sponsors The Goodyear Playhouse via Compton. P&G sponsors five network radio shows through Compton: Wendy War- ren. CBS; Road of Life, CBS; Young Dr. Malone. CBS: The Guiding Light, CBS; Woman in My House, NBC. A major new radio-tv account for 1954 is the Local Chevrolet Dealers Association of New York. 12. Kenyon & Eckhardt: radio-tv billings. $20.5 million; tv, $13 million; radio, $7.5 million : radio-tv share of over-all billings, 40%. K&E showed a 25' < increase in air billings from 1953 to 1954, matching the 25ry increase in over-all agency- billings. The air billings break down into $8 million in network tv, $5 mil- lion in spot tv; $3.3 million in net- work radio, $4.2 million in spot radio. Among K&E's major network tv cli- ents are RCA (Dennis Day Show, Sid Caesar, Show of Shows, half of The Producer's Shoivcase) ; Ford with the other half of The Producer s Showcase I all NBC TV); Lincoln-Mercury with Toast of the Town, CBS TV; Warner- Hudnut with half of The Hit Parade, NBC TV. and Rin Tin Tin for Nation- al Biscuit Co.. ABC TV. New shows coming on the air in 1955 include The Great Gildersleeve for RCA on radio. Rin Tin Tin over MBS for RCA. 13. Lennen & \ ewell — radio-tv bill- ings, $20 million: tv. $16 million; ra- A Radio Station that has good News Coverage is a Radio Station that has listeners. Because of our vast news coverage both locally and nationally, Evansville, In- diana, listeners make it a habit to tune to WJPS for the NEWS. WJPS is a station of specialized pro- gramming — NEWS — SPORTS — FARM — MUSIC, along with a merchan- dising department that has all of the answers. A live wire station — with live wire programming and live wire ideas. Let us prove our worth to you. Robert J. Mcintosh, General Manager REPRESENTED BY The George P. Hollingbery Company "A RADIO IN EVERY ROOM' Evansville, Indiana OVER 10,000 LATINS ATTEND KWKW PICNIC The tremendous loyalty and friend- liness exhibited by Latin listeners to KW'KW's 80 iirs. weekly pro gramming in Spanish language to greater Los Angeles, was dramatic- ally exhibited by the more than 10,00(i who attended a station pro- moted family picnic that over- flowed a Los Angeles park last month. Consuls and representatives from the -1 Latin American countries .joined in the fun. KWKW looks forward to a bigger and better event next year in a bigger park. You can look forward to bigger and hi Ih r returns from your ad- vertising dollar . . . Make custoi of the nmrc than 500,1 Spanish speaking people of Los Ang county. TELL 'EM and SELL 'EM, in Spanish, on the station that is first in their hearts: the station that is their own. Costs are low . . . Ee- sults are great. TELL 'EM — SELL EM in Spanish am K W K W fm Pasadena-Los Angeles New York: Richard O'Connell, inc. San Francisco: Broadcast Time Sales 13 DECEMBER 1954 119 BIGgest TOWER 'OPmosf POWER i the Heart of America | KMBC-TV, the BIG TOP station, dominates the Kansas City market as no other station can! Using full 316,000-watt power and 1,079-foot tower, Channel 9 covers thousands of additional TV homes. For cov- erage details and choice avail- abilities, see your Free & Peters Colonel. v o r <■ : full-power, tall-towi r operation m Sept., i95k- /: .( PETERS. INC. National Representatives w Basic CBS-TV affiliate t KMBC Building, 11th & Central St; Kansas City. Missouri KMBC-TV i? The BIG TOP Station in the Heart of America KMBC — Radio, Kansas City, Missouri KFRM — Radio for the State of Kansas There's more to WISCONSIN than Milwaukee The 53 counties (outside Milwaukee) in which WKOW delivers a merchan- disable audience account for almost twice as much Effective Buying In- come as Milwaukee, and over twice as much Total Retail Sales.* WKOW. Wisconsin's most powerful radio sta- tion, delivers the mail at less cost per thousand than any competing station. Ask Headley-Reed Company for important details. 'SM Survey of Buying Power. WKOW CBS MADISON, WIS. Wisconsin's most powerful radio station Repretentad nationally by Headley-Reed Co. dio, >1 million; radio-h Bhare ol over- all billings, ~>7' , . Ilii- agency's billings increased hv 12 million additional i\ spendings. Radio remained al it- l(>.~>i level. The increase was due to increased Colgate, Schlitz and Emerson Drug spendings. Lennen & Newell's network t\ shows im ludc the following: '/////// and Con- sequences, NBC I \ : Chance of a Life- time. I)u \1 < .111 : Two foi the Money. CBS l\ : Schtiu Playhouse, CBS TV; Ray Bolger Show, \l'.( I \ ; Football Scoreboard, \BC TV ; participation in Strike It Rich and Big Pay-Off for Lustre dream. Lennen & Newell's biggest program spot lui\ of the year was Janet Dean. a half-hour drama, sponsored in 23 cities h\ Bromo-Seltzer for $1.2 mil- lion. 14. Foote, Cone & Belding — radio- l\ billings, $20 million: tv. $12 mil- lion: radio. $8 million: radio-tv share of over-all hillings, 24%. Major changes in the agenc) includ- ed loss of a part of General Foods in New \ ork as of 1 Julv. and the New- York Central starting January 1955. These losses were made up by acqui-i- tion of the Perkins Division of Gen- eral Foods in Chicago, and Rheingold Beer on the West Coast. Major radio-tv event al I C&B was Papermates entry into network tv with the Stu Train Show, ABC T\ . 15. N. W. Ayer — radio-tv billings, $18 million: t\. sl2 million: radio. $6 million; radio-tv share of over-all hill- ings, 21 ' i . This has been the biggest t\ vear for \\er. with six accounts in network tv : Sealtest on Big Top, CBS TV; Plym- outh on That's My Boy, CBS I \ : Electric Companies" Advertising Pro- gram on ) on I"' There, alternate Sun- days, CBS TV : Vtlantic Refining Co. with professional football coverage over Du Mont: Yardle) on The dairy Moore Show, CBS TV, and Hawaiian Pineapple Association on The Irt Linkletter Show, CBS fV. For the Bell Telephone System, \\er has liad The Telephone Hour on NBC Radio Mondays, 9:00-9:30 p.m. Biggest event of the year, however, was the two-hour t\ one-shol for the ( ombined I le< ti i< Industries on - 1 October, fhis was a two-hour series o| dramatic -kit- produced for David 0. Selznick over \BC TV, CHS TV, Du Mont, NBC T\ from 9:00 to 11 :00 p.m. The [ luction, together with the time < o-t. wa- elo-e to .^1 million. 16. Kudner radio-tv billings $17.5 million: t\. $15.5 million: radio. -J million: iadio-t\ -hare of over-all bill- ing. I hi- agenc) has -houn i unease- in t\ billings as a result of the Texas I new network t\ -how. The Texaco Stai 'Theater. NBC TV, professional football sponsorship b) Schick, as well as beai \ spot for the Buick Division of General Motor- Corp. Schick, however, will not advertise through Kudner after 31 December. I hi- account had been sponsoring one- third of The Jackie Gleason Show, CBS I \ 17. Cunningham & It alsh — radio- tv billings, $16 million: tv. S12 mil- lion: radio. $4 million: radio-tv -hare ol over-all billings, 12' ! . C\\\ has had a $3 million in n in it- tv billings, as a result of e\tr.i spending l>v its clients. On network tv. the agenc) had Squibb and Pan-Ameri- can Coffee Bureau on NBC I \ - "to- day: Lentheric on Chance of a Lite- time. Du Mont; Perry Corno, CBS I \ . for Liggett \ Myers; Dragnet, NBC TV, for Liggett & Myers; Stu Erwin on \BC TV, for Liggett & Myers. Most of C&Ws air clients use both radio and tv. hence radio billings stayed at the same level as during 1953. Pan American Coffee Bureau, however, switched from radio to tv to trv the new air medium. '18. SSCB — radio-tv billings, $15 million: tv. s]2 million: radio. $3 mil- lion: radio-tv share of total. 50 SSCB ha- increased its tv billings h\ $3 million, decreased radio b\ $1 million. Here'- what some of SSCB's major radio-tv clients did in 1954: Pall Mall sponsored Big Story on \B< T\ alternate week- and NBC Radio weeklv : Doug Edwards with the \ on CBS l\ twice a week. CBS Radio, three times a week: Danny Thomas, alternate week- over \B< IV Si- moniz Co. sponsored Big Story on NBt l\ everj other week: participated in the Garry Moore Shan. CBS T\ . Spei- del participated in The Sid Caesar Hour. NBC TV. Carter Products' Lr- rid participated in Meek Millie. ( BS l\. Same That Turn: CBS TV, Mr. District ittorney, CBS TV. Noxzema sponsored Person to Person. CBS fV, alternate week-. Whitehall wa- on \ame That Time. CBS 1 N OH alternate weeks, sponsored Gabriel Heatter three time- a week over MBS. Carter I'rod- 120 SPONSOR mi-" Arrid sponsored City Hospital, CBS Radio. 19. D'Arcy — radio-h billings, s| I million; tv, $9 million; radio, $5 mil- lion; radio-tv share of over-all bill- ings, 28' ; . This agency appears for the first time among sponsor's top 20 radio-tv agencies. Its major air accounts are: Anheuser-Busch, the Coca-Cola Co., General Tire & Buhner Co., Gerber Products Co., Gordon Baking Co., In- ternational Shoe Co. ( Friedman-Shel- by Division), Standard Oil Co. (Indi- ana I and Laclede Gas Co. Anheuser-Busch used regional radio networks for baseball broadcasts, spot tv programing, film shows as well as local live programs in some markets. The brewer also used radio-tv an- nouncement schedules. Coca-Cola sponsored Coke Time, NBC TV, twice weekly and on MBS. General Tire & Rubber Co. was heavy in tv spot, with General Sports Time and The Greatest Drama, both on film. The firm also sponsored General Sports Time on MBS. Gerber and Interna- tional Shoe were on Ding Dong School, NBC TV. New clients Gordon Baking Co. and Standard Oil Co. of Indiana were ac- tive in spot tv. D'Arcy also added Bayuk Cigars among new accounts, however, the latter won't be billing through this agency until 1955. 20. Maxon — radio-tv billings, $13 million; tv, $9.5 million; radio, $3.5 million ; radio-tv share of over-all bill- ings, 37%. Maxon's total air billings were down $1 million from 1953. During 1954, this agency lost Stag Brewing Co., Peter Paul and Packard Motor Co. (15 December). Biggest radio-tv clients for the year were Gillette, the General Electric Co., Hotpoint with a half- hour spot film show. Heinz, Snowcrop, Corning Glass, and Packard Motor Co. Pfeiffer Brewing Co. was active in local and regional radio and tv. Gillette maintained its network radio sports coverage, but General Electric and Hotpoint both dropped their net- work radio. Heinz and Corning Glass Co. were newcomers in tv . Other top agencies: Not included in the list of the top 20 on page 33 are Needham, Louis & Brorby. Chica- go, and Bryan Houston. Both of these agencies were on the 1953 list of top 20, tied for No. 19. with $1 I million in air billings each. Both agencies showed growth in L954, however. Needham, Louis X- linn In hail a "' , increase in over-all air billings, with $12 million in L954 against $1 I million in L953. The agenc) - h bill- ings alone grew from $6.5 million to $8.4 million, but radio billings tell some $900,000 to $3.6 million. Over- all agency billings grew from $24.5 million to $28 million. The agency expects 1955 air bill- ings to increase substantially as a re- sult of new accounts: Campbell Soup Co.'s V-8 Juice, FR-8, Pork & Beans; Monsanto Chemical's Plastics Divi- sion; Wilson & Co. Bryant Houston's air billings in- creased from $11 million to $11.5, with $7.5 million in tv. $4 million in radio. Agency's total billings for 1954 are $20 million. Houston's two major air clients are Colgate-Palmolive and Nestle Co. New on the air through Houston this year was Modern Romances, a daytime NBC TV serial for Ajax; it's an agency-originated live package. Other agencies with high radio-tv billings, but below the top 20 in the U.S., were the following: Ruth rau ff & Ryan: radio-tv billings, $10 million; tv, $7 million: radio, $3 million; over-all agency billings, $42 million; percentage of air billings in tv, 709r : percentage of over-all bill- ings in radio-tv, 24' < . Weiss & Getter: radio-tv billings. $10 million; tv, $8 million; radio, $2 million; over-all agency billings, $16 million; percentage of air billings in tv, 80% ; percentage of over-all bill- ings in radio-tv. 63' i . Gardner Advertising: radio-tv bill- ings, $7.8 million; tv, $6 million; ra- dio, $1.8 million: over-all agency bill- ings, $20 million; percentage of air billings in tv, 77' , : percentage of over-all billings in radio-tv, 39' , . Grey Advertising: radio-tv billings. $7 million; tv, $5 million; radio, $2 million; over-all agency billings. $21 million; percentage of air billings in tv, 71%; percentage of over-all bill- ings in radio-tv, 33%. MacManus, John & Adams: radio- tv billings, $6.5 million; tv, $6 mil- lion; radio, $500,000; over-all agency billings, $32 million: percentage of air billings in tv. 93%. Over-all bill- ings in radio-tv, 20' , . • • * BMI MILESTONES BMl's series <>l program continuities, entitled ••Mil. -ion.-."" focuses in. spotlight on important events and problems which have shaped the American scene. "Milestones" for January: DO IT YOURSELF— Hobby Show i|an. 3) THE WORLDS BIGGEST PUBLISH- ER—60th Anniversary of the U.S. Printing Office (Jan. 12l MY SWORD AGAINST VIRGINIA— NEVER'— 147th Anniversary ot Robert E. Lee's birthday <|an. 191 THE MIRACLE THAT WAS SCHU- BERT—158th Anniversary ot Franz Schubert's birthday <|an. 3U ■Milestones- U available for com- mercial ipotuorlhip — tee your local Station! I«r details BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL FIRST CHOICE IN A FIRST RATE MARKET BEST Facilities I BEST Circulation I BEST Local Programs I BEST Production Service | BEST Customer Service ite J NBC Affiliate '/ Gel the fads about WSYR from The HENRY I. CHRISTAL CO. WSY SYRACUSE 13 DECEMBER 1954 121 WFBC-TV 100KW POWER 2204 FT. ANTENNA "Giant of Southern Skies" . . . boasting more people and larger income within 100 miles radius than Atlanta, Jacksonville, Miami, or New Orleans, HI B< i\ is truly the "Giant ol Southern Skies", and a powerful new advertising medium in the South- east. HERE'S THE WFBC-TV MARKET (Within 100 miles radius) Population 2,924,625 People Income $3,174,536,000 Sales $2,112,629,000 Television Homes 277,622* Market Data from Sales Management *From A. C. Nielsen Co. Survey as of Nov. 1, 1953, plus RETMA set shipments in the 100 mv. contour -ince Nov. 1, 1953. Write now foi Market Data Brochure and Bate Card. Ask us or our Repre- sentatives for information and assist- Channel 4 WFBC-TV Greenville, S. C. NBC NETWORK Represented Nationally by WEED TELEVISION CORP. Sinn ,>I. Itallartl. vice president and chairmen ol the aii (unit policy committee, has been tinted executive vice president and general managei oj Geyet Advertising, New York, Dayton and De- troit, liallard joined Geyet in 1943. Before thai he was executive vice president, director and chairman of the management committee of Gard- ner Advertising, St. Louis and Neu ) ark. Some nt the bigger mi mints at Geyet which use radio and ti mi Imlr Vash-Kelvinatoi Corp. and American Home Products {.Boyle-Midway Div.). W il Until K. ft i; It»i/«»rs©ll. formerly manager of KOB-AM-Tl . Albuquerque, has been appointed sj'i-i inl national sales representative ior all broad- i asi properties in which Time. Inc.. has an inter- est. Meyer son will work closely uith station managers in bringing "improved and personalized sir rite to advertisers, agencies and networks," Wayne Coy, manager of KOB-AM-TV, said. Meyer- son's New )ork office is suite 3432 RCA Hldg. Time. Inc., stations include k()B-AM-TJ . KLZ- 11/- 71 . Denver, and kTl Tkf» I.. Soli Lake City. It avid Bland, dire, tor of advertising tor the G. krueger Brewing Co. of Newark l/ifan radio and It user), has been appointed brand advertising manager of the Lever Division ol I. eicr Brothers (o.. Vein ) ork. Before joining krueger. Bland uas assistant advertising manager for l'epsi(.ola Co. from 1910 to 1951 (minus two and a halt years spent with Army's Office of Inspector's General Illusion in Europe during World IT ar II \. Cur- rently he's < hairman of the Display Steering (om- mittee of tssociadon of \ational Advertisers. 122 SPONSOR 865 ORTHOPEDIC WALKERS 3,451 WHEEL CHAIRS 533 HOSPITAL BEDS Each Christmas Season for nineteen years, generous listeners have contributed to the WLS Christmas Neighbors Club— to pro- vide wheel chairs, inhalators, orthopedic walkers, and other equipment, to hospi- tals and like institutions. To date, more than $408,356 has been contributed. Such help to their less fortunate neigh- bors is but one example of how WLS and its listening families work together. It's made possible by the confidence listeners have in WLS— -the result of continuous, de- pendable devotion by WLS to the interests of the individual, the family, and the com- munities in the midwest. PRAIRIE FARMER STATION CHICAGO 7 890 KILOCYCLES • CLEAR CHANNEL 50,000 WATTS • ABC NETWORK • REPRESENTED BY JOHN BLAIR & CO. SPONSOR SPEAKS Top 20 air agencies l Kcitemenl emerges as you read the lead stor) this issue (page 31) on the top 20 aii agern ies. \\ ho's No. 1. who's .i fast comer, who's lost out, makes Eoi fascination whether it"s a horse race or a business ranking. Yel there are several things which deserve expression amid oui congratulations to those who'v( shown the greatesl growth in 1954. 1. Great advertising on radio and tell \ i-i< mi or ill other media can emerge anywhere in the -h< »(• that count it- millions l>\ the dozens or in a one-room agenc) . 2. The precise ranking ol thi> shop ■ ii that is neither a definitive measure ol craftsmanship nor necessarily an index o| profits accruing. We make these points because while it's highl) useful to know who the leaders are there's always been a ten- in radio and t\ to regard an) listing o| top In oi 20 w iihoni balance. Perhaps the most interesting thing , mil _■ 1 1 1 ■_■ from sponsor's listing of the top 2ii i- the high proportion <>l national aii billings plat ed b) the rel- ative!) few leaders. Last yeai l< il \ Presbre) pros- pering last year and included among the top 30, was out of business b) the fourth quarter of 1954. Leo Burnett. Chicago, has continued it- rise, going from No. ') last \ear to No. C> this year. What hurts radio If media buying were done on some non-emotional scientific basis, inci- dents like one in Chattanooga recent!) would have no significance. \ speech made there before a group of broad- casters was distorted b) the Chatta- nooga Vews-Free Press. " Advertising drop 509? m ~ years," headlined the paper when actuall) radios total \«>1- ume continued up all during tv's growth years. Where the emotion comes in is that mam media purchases are influenced h\ the "backing a winner" spirit Dis- torted impressions f Tennessee broad- i asters, pointing out where radio"- bill- ings might ha\e been toda\ had the) continued in proportion to what the) were in 1947. The Chattanooga News- Free Press leapt c|ui< kl\ to report the remarks as il real loss had been real- ized. Actuall) Arch Madsen predicts local radio billings will be up (>' > next year. Yel we predict month- from now some admen who saw the Chattanooga paper will turn to a luncheon compan- ion and say: "Poor radio. ^ <>u know I understand they're off 5095 since the war." With incident- like the one in Chat- tanooga all too common, BBDO de- -ei\es particular credit for its recent move to put radio in the proper per- spective. The agenc) has been com- piling facts on radio a> if it were a new medium without attempting to measure radio against it- past. Ihi- i^ the onl) sound media evaluation procedure il emotion i- to be removed from buying. • • • Applause A breath of fresh air \li( rV's Disneyland has invaded sometime format-ridden precincts ill nelwol k le|e\ i-ion like a blealh id fresh air. It i- a show thai i- differ- ent and yel has something foi every- body. It i- a -how thai i- unusual and yel has the broadest kind of appeal. I he program defies definition and that i- all to the good. I I ue. it h kind ol foi mat in the foui i ategoi ies w ith which \\ all Disne) frames his productions namely, Fantasyland, I ronl iei land, Vdventureland and To- moi row land. But th< se • itegoi ii-- are onl) the roughest kind of guide posts to -paik the genius >>f a man who 124 should have been applying his talents to television long before thi>. We applaud VB-PT's Leonard Gol- denson and ABC's Robert I'.. Kintner for their vision in bringing Disney in- to the youngest ol the arts and for the freedom the) have given Disne) in programing to the immense audiences which Disneyland has attracted. Last, but not least, applause is due the sponsors and agencies who bought lime on the program before the) knew what the ratings would be: American Motors Corp., American Dair) Assoc., and !>>•! b) I" . • < .* J — . Geyer Advertising; Brooke, Smith. French \ Dorrance; ipbell-Mithun ; McCann-Erickson. Disneyland i- now among the high- est rated -how- on t\ hut judging a program mere!) b) counting heads can be overdone, as most advertisers know. Still, even !>\ counting head-. Disneyland has -cured rapidly. From the long-term point of view, we attach most significance to the fact that the \l'>( -Disne) wedding is a real marriage of Hollywood and tv. Disney's tie with n is four-square. His entire resources and far-flung op- erations have been put at the disposal of the VBC network show. The either- or psycholog) which dominate- main movie makers is absent * * * SPONSOR W8H£~TV NOW AMERICA'S MOST POWERFUL STATION WITH OntmtfmWatti POWER PUNCH PERFORMANCE PERFECT station grant from the F .C. C. It is a source of satisfaction that we have PICTURE PROGRAMMING PERSONNEL been able io fulfi" lnis 9"»nt in less than two years. PERSONALITIES PULLING POWER PEOPLE ! ! The thirty years of great engineering, programming and selling know-how And now a MILLION WATTS of power to make even our lriat w«nt into our remarkable radio record is now achieving phenomenal previous achievements seem picayune. feats of merchandising and selling for our TV clients. Full schedule of NBC shows in black and white and color . . . outstanding local shows . . . WBRE-TV has toils record some outstanding "Firsts" but none greater news an year $ !f J $ $ $ $ $ $ $ $ $ $$$$$$ $$$$$?? $$$$$$$$ $$$$$$$$$ $$$$$'$$$$$ $$$$$$$$$$$ $$$$$$$$$$$$ $$$$$$$$$$$$$$$ $POwer based on creative pro- CCCCCCCCCCCCCCC'C 8^PmminS a"d public servic HHH?^HH?H -rVerfclers Havens & Martin, Inc $$$$$$$$$$$$$$$ $sSe"$re Det for Santa's stop in Richmond and the rich surro area throughout Virginia. A pr advertiser's year to you fro Come fill your Christmas stocking with profits that will linger throughout the coming New Year via usage of the "First Sta- tions of Virginia." Sales Pt <^^% WMBG WCOD WTVR First Stations of Virginia ARF issues ratings report What buyer of research wants Situation comedy slow-down Wants standard 'avails' forms Mc-E. still shooting up Perrin-Paus in tv orbit ARF ratings report, just published after 2 years in preparation, isn't cure-all lor industry's rating problems (see SPONSOR 29 November 1954, page 31). Report is regarded as first in series of necessary steps. It recommends audience research standards for each rating method witnout evaluating how well each rating firm practices method or methods it uses. Planned for future: actual controlled experiments, study of procedures followed by each rating service. -SR- Purpose of ARF report is two-fold: (1) to tell research firms what buyers of ratings want in way of standards; and (2) to state what each of rating methods can do when used to its fullest practical potential. Of first objective copyrighted ARF release states: "Thus, the services will have a guide for improving their own measurements." Of second objective ARF says: "... the industry will know what each method can do . . . This analysis . . . may help to indicate the areas in which further development would be most fruitful." -SR- Growth of situation comedy as tv show type may slow down now that 3 of 10 new situation comedies on this fall have been dropped by their original sponsors. Casualties were: "That's My Boy," "Honestly, Celeste" on CBS TV and "It's a Great Life" on NBC TV. Flood of situation comedies has been inevitable result of "Lucy" suc- cess plus fact situation comedy lends itself to simplicity of produc- tion with main action on single set. -SR- Look for efforts during 1955 to get standardized availabilities form established to help timebuyers. Ruth Jones, Compton buyer, told RTES buying-selling seminar recently that multiplicity of forms can be maddening on big campaign. Frank E. Pellegrin of H-R Representatives feels radio-television committee of 4-A's should review forms now used by stations and reps and recommend standard form combining best features of all (see "5 big needs in spot radio," SPONSOR 4 October 1954, page 29) . -SR- In landing Lehn & Fink account McCann-Erickson continues rapid growth which has seen air media billings at agency shoot from $22.5 millions in 1953 to $46 million in 1954. Lehn & Fink sponsors "New Ray Bolger Show" on ABC TV. Account includes Dorothy Gray cosmetics, Lysol, Amphyl . -SR- Agency seeking actively for air accounts is Perrin-Paus, Chicago, which has Sunbeam appliances plus list of industrials. Sunbeam spon- sorshiD of "Ethel and Albert" (recently dropped), Sunday Spectacu- lars, Martha Raye (all NBC TV) moved agency into network tv orbit, led to ooening of New York office headed by Elliot Saunders, ex of Kenyon & Eckhardt . You can look for more clients and agencies who never used much air appearing in tv lists. Reasons: more network participation shows ; preparation for color. SPONSOR. Volume S. No. 26, 27 December 1954 Published biweekly by SPONSOR Publications, Ine. Executive. Editorial, Advertising. Circulation Offices i<* E. 40th St., New York 17. Printed at 3110 Elm Ave., Baltimore. Md. $S a year in U.S. $9 elsewhere. Entered as second class matter 29 .Tan 1919 at Baltimore postoffice under Act of 3 Mar. 1879 REPORT TO SPONSORS tor 27 December 1954 Sidelight in Buick-Kudner decision to substitute Jackie Gleason for Bcrle-Cleason Milton Berle starting next fall is fact that ratings are almost on ratings par identical in November Nielsen: Berle, 48.4; Gleason, 47.2. But Glea- son is new, moving up, may be more merchandisable to dealers. Both Berle and Gleason will be on film next year with half-hour formats. Era of vaudeville-type live tv production, sparked by spontaneity but back-breaking to produce, may be drawing to end. -SR- QRC readies Quality Radio Group's Bill Ryan working to have presentation for presentation agencies ready latter part of January. QRG will be sold as 35-sta- tion national circulation package of which it now has 24. -SR- Small tv CBS TV Extended Market Plan is given good chance of increasing use of markets push smaller markets by advertisers. Group of smaller station managers attending meeting in New York mid-December endorsed plan. Said one manager to SPONSOR: "We're enthusiastic. Now we'll have the shows we need to build more circulation." Group of 20 stations invited to become affiliates under EMP would cost advertiser S3. 22 per 1,000 potential homes reached for half-hour show, figuring in 10% discount for buying all 20. NBC TV has been seeking to help its optional af- filiates in smaller markets by furnishing shows with commercials omitted and through sales unit working exclusively on sale of option- al stations. -SR- Do it yourself Do-it-yourself programs, already growing on local level, are due for trend on net tv impetus nationally. ABC TV moves into field next month with "Your Bet- ter Home Show," participation program to be aired in hour-long slot Saturday mornings. NBC TV is said to have its own "do it yourself" show on the drawing board, planned for weekend airing. -SR- Tv: 7 out As 1955 season starts, this is size and shape of U.S. tv: Homes : over of 10 homes 32,262,000 according to NBC TV. Stations: 419 in 252 tv markets. Total of 582 post-freeze c.p.'s have been issued, of which 311 have gone on air. Average tv home can tune 20% more stations than it could 2 years ago. Audiences : Average U.S. tv home, according to Nielsen, now spends 4 hours and 23 minutes daily watching tv — up 10 minutes from year ago. Tv ratings are generally lower, but audiences are larger due to steady growth of tv homes, now 70.7% of U.S. In November, average evening tv network show rating was 20.6 in NTI ; year earlier, 23.1. Evening home audience average was reverse: 5,239,000 in '54 vs. average in '53 of 4,850,000. -SR- Radio gain Radio continues as medium with biggest penetration of U.S. Homes : in tv homes Over 45,000,000 (98.3% of U.S.) according to NBC Radio. Stations: Over 2,700 radio outlets covering virtually every square foot of U.S. and all advertising markets. Audiences : Average U.S. radio home now dials radio for 2 hours and 28 minutes daily, according to NRI. This is almost exactly same as figure of year ago. Radio in tv homes made slight rise in past season vs. year before: one hour, 53 minutes vs. one hour, 45 minutes. SPONSOR a wonderful combination! A rich market with 967,300 families who have an annual effective buying income of over five billion dollars. A super-powered station — the one station that reaches this vast territory, and exerts tremendous influence on the spend- ing habits of this buying audience. STEINMAN STATION Clair McCollough, Pres. Representatives : MEEKER TV, INC. CHANNEL 8-LAND York Harrisburg Reading Hanover Lebanon Carlisle Gettysburg Westminster Martinsburg Chambersburg Hagerstown Pottsville Frederick Sunbury Lewisburg Waynesboro Lewistown Shamokin Hazleton Lock Haven Bloomsburg New York Los Angeles Chicago San Francisco 27 DECEMBER 1954 advertisers use 3 Volume 8 Number 26 27 December 1954 :: ARTICLES DEPARTMENTS 1 ear-end report on radio ft it cl ft* Here are some highlights of the year just past, along with some trends to watch for 1955. Subjects covered include the network and spot picture, advertiser activity, research, unions •" lit it if Crocker tint! network rudio General Mills' chief corporate "spokesman" to consumers is used by seven agen- cies on nine five-minute web radio shows a week. A successful program formula for Betty Crocker on tv has yet to be found 3-1 II hi/ Kloek Itriifi likes ratlin ami tv George Abrams, drug firm ad manager, says that both electronic media have their exclusive strong points ll(i I like this tv eommervial beeattse . . . SPONSOR asked agency men to pick out the tv commercial they like best. Of the ones selected, 10 were chosen. They are shown along with the reasons for the choices till H hm executives wttnt in radio tv ads Second of two stories on improving effectiveness of radio-tv station trade ads discloses critical attitude about lack of imagination / O The multi-market film but/ Advertisers buy spot tv films both to reinforce web shows and instead of net- work programs where flexibility is necessary. They are also used by regional clients. Here are some examples .J2 Hon- tv paid off for drive-in laundry After using other media, Tucson drive-in laundry and dry-cleaning plant turned to television, got immediate results .f.l COM I NC Spot radio: clonic nnd dogger medium There is less known about detailed spot radio expenditures than about expendi- tures in any other major medium. SPONSOR presents the story of what is being done to bring the facts to light JQ jfl|| lloir big is the aadieaee to nil oir commercial? Story will explore available data relative to radio and tv audiences during the time a commercial is on the air 10 .fan. TIMEBUYERS AGENCY AD LIBS 49TH & MADISON SPONSOR BACKSTAGE NEW & RENEW MR SPONSOR, W. H. Gurley NEW TV STATIONS TOP 20 TV FILM SHOWS P. S. TV RESULTS AGENCY PROFILE, T. McDermot SPONSOR ASKS ROUND-UP NEWSMAKERS SPONSOR SPEAKS Editor and President: Norman R. Glenn Secretary-Treasurer: Elaine Ccuper Gler Vice President-Genl. Manager: Bernard • Vice President: Jacob A. Evans Editorial Director: Miles David Senior Editors: Charles Sinclair. Alfred J ■ Associate Editor: Evelyn Konrad Department Editor: Lila Lee Seaton Assistant Editors: Keith Trantow. A Contributing Editors: Bob Foreman, Joe 'I Editorial Assistant: Caryl Bindler Art Director: Uona'd H. Duffy Photographer: |_es'e' Co'e Vice Pres.-Advg. Director: Robert P. Menct Advertising Department: Edwin D. C (Western Manager), Homer Griffith (Si west Manager), Arnold Alpert (Midwest ager). John A. Kovchok (Production ager). Kathleen Murphy. Stewart Perry Circulation Department: Evelyn Sata srrioiion Manager). Emily Cutillo, ' Kahn, Minerva Mitchell Office Manager: Catherine Scott Readers' Service: Augusta B. Shearman Accounting Department: Eva M. Sa Florence Ettenberg Secretary to Publisher: Janet Wfiittier ■ I l.im, Mi bj SPONSOR PUBLICATIONS! comblncl art) '. ivr Editorial, t'IrrulalH 10 E. 19th Si (49th A Mi' N.'v. V.. k 17. X V. Telephone: Ml/rray Hill I OfiW: 111 K c-»n,l Ave Phone: 8U Ilallaj Office: 270« Carllile St. Phone I delph rS8] Um Anfclei Office: 60s; Sun»et Bou' P-lritlns Offlre: 311 Mi Hililmote 11. \l ! Subscription!: Vnlted }S ■ year. Canada anil foreign $9. Single ropli Printed In 1 * I -ill correrpor St . New VnTk IT X Y Ml'rrir Hill (hi ISSf, SPONSOR PUBLICATIONS IN DON'T USE KTHS if you sell a Limited Mcukeb" (Little Rock ONLY, for instance) MO. OKLA. DO USE KTHS if you sell ami wag qf^4rkamas / |F your product or distribution set-up calls for less than a State-wide effort in Arkansas — if you don't care about any- thing except Little Rock itself — KTHS is not for you. KTHS is the big Arkansas radio buy. Big power (50,000 watts). Big network (CBS). Big coverage (see map). "Technical" advantages of power are only part of the story. With an outstanding staff, topnotch facilities, programming know-how and merchandising gimmicks, KTHS easily cap- tures a large part of the Arkansas radio audience, a large part of the time. ppi LOUISIANA .„.' Daytime, the Station KTHS primary (0.5MV/M) area has a population of 1,002.758. More than 18%. or over 100.000. do not receive primary daytime service from any other radio station. KTHS interference-free daytime coverage extends to the 0.1MV/M contour, except in the southwest quadrant — has a population of 3.372,433. It's as simple as that. If you want efficient, economical radio coverage of Arkansas, let The Branham Company give you all the KTHS facts. 50,000 Watts . . . CBS Radio Represented by The Branham Co. Under Same Management as KWKH, Shreveport Henry Clay, Executive Vice President B. G. Robertson, General Manager KTHS BROADCASTING FROM LITTLE ROCK, ARKANSAS 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 KBIG the (alalina Station 10,000 Watts 740 oND,Yr " JOHN POOLE BROADCASTING CO. 6540 Sunjet Blvd., Hollywood 28, California Telephone: HOIIywood 3-3205 Not. Rep. Robert Meeker & Ajioc Inc. Joe* fviitip. Wesley Associates, is one media director who had to do his Christmas shopping early. Christmas is Shulton's big season for "Old Spit c," "Early American" and the firm's other toiletries. "Not only is it our major season, but Slut/ton's Santa Claus is the lady shopper," Joe told SPONSOR. "Year-'round, our advertising is keyed to men. Not so at Christmas time. Our Christmas air campaign began on 29 November, and starting then, our copy for the men's and women's line alike tins keyed to women. Our announcements are da) time rather than Class A. That meant, a t liange of schedules in our regular 30 to markets, buying a holiday fiush in 18 more tv markets." During the rest of the year, Shulton was both 20- and 60-second announcements. At Christmas, they use minutes only, to show the whole gift line. I rank IV. Barad, r.p., Bo Bernstein & Co., Providence, R. /., feels that radio-tv reps could sell lime more creatively. "We want to hear their merchandising ideas and we can use their knowledge of local markets," Barad told SPONSOR. "Sometimes, two reps have two virtually equal availabilities. Iff one rep can make his time look ninth better by showing the Inner how his station fits into the client's schedule, how merchandising can be used to enhance the value of the air time. Barad otitis that buyers appreciate reps who come to interviews fully prepared with aiailabilities, inlcs. ratings and merchandising ideas, "for quicker and more effective use of interview time." Their knowledge can help the agency and client in determining the proportion of a given budget which should go into air media tor maximum efficiency. I'.dwurd Fonte. mgr. of media time buying division, Rathrauff & Ryan, says that the problem ol multiple spotting came to a head in 1954, as more clients rushed into tv. "Evenings, a client pins premium /trices, and he's lost between other commercials" Fonte told 5PONSOR. "We've started lo fight litis trend. A tier picking an availability, we get a confirmation from the station telling us whether we'll be triple spotted, and it that's likely, lie try to ieii.se our schedule. In some multi-station markets, it might pay to take a time or station mill a somewhat smaller rating, to get the impact ol being a/tine during the station break. Ol course, other research iactors enter into the choice.' Fonte feels that a stricter ^ IRTB code would help , In tils n great deal. "He'd be sure to get his money's ninth from his 10- or 20-SeCOnd announcements." SPONSOR Why STERLING uses year after year- With housewives, farmers, industrial ex- ecutives and government officials all im- portant customers for one or another of its diversified salt products, the International Salt Company, Inc., one of the world's leading salt producers, has found WHAM to be a good, low-cost-per-thousand me- dium for carrying its sales messages. WHAM has brought sales results in this important Western New York sales market which have helped build and support high LET WHAM distribution of Sterling Salt products. Down-to-earth sales results all along its product line have made International Salt stay with WHAM year after year. Also, International has made WHAM radio campaigns serve a double purpose, a basic medium around which to merchan- dise Sterling Salt — with mailing pieces, displays and premium offers to retailers. Present and future Sterling Salt custom- ers in all quarters listen to WHAM. RADIO SELL FOR YOU The STROMBERG-CARLSON Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc GEORGE P. HOLLINGBERY COMPANY, National Representative 21 DECEMBER 1954 Vfone) makes the man."—Aristodemus, 750 When it is a question oj money, everybody of the same religion."— Voltaire, circa 1 746 A ben] Money isn't ilie best thing in the world. 1 ju happen to like it best."—r rederick E (>\ mer, copyright 1954 A.I). Let's face it: mankind has always been interested in making mone\ In this country, the Indians made the fir money, out of shells (and it didn't go ver\ lar then either. Took 6 feet of wampum to make a dollar). Today, astute advertisers make their wampun out of spot radio . . . because they "Wan find spot radio goes .so much further. Particularly in our 14 station-markets. Here, newspaper rates since 1946 have gone up 45.4', , on the average, despite sadly sagging circulation. And you know what's been happening to television rates! A buck doesn't go very tar. On the other hand, in these 14 markets, average rates of the radio stations we represent have not increased . . . yet radio homes have increased 32.8% since 1946! Thus, with these stations you get frequency, repetition and cumulative impact (not to mention flexibility and localized appeal) at a realistically low cost. For example . . . WCBS, New York, delivers 3,505 listener impressions per dollar to the leading newspaper's 286 noters— a 1,126% advantage for radio. WBBM, Chicago, delivers 5,135 listener impressions per dollar to the leading newspaper's 225 noters-a 2,182$ advantage for radio. KNX, Los Angeles, delivers 3,526 listener impressions per dollar to the leading newspaper's 155 noters-a 2,17595 advantage for radio. Fact is, every one of the 14 stations we represent not only commands the largest average share of the radio audience in its market, day and night, but also can deliver bigger audiences than the leading newspaper, at lower cost. For further information, for complete documentation of all of the above statements, and for availabilities on our 14 stations, just call . . . CBS RADIO SPOT SALES Kl PR] si n is; WCBS, NEW YORK- WBBM, CHII KNX, LOS ANI.I IIS W< i ci. minni \i-c.i is ST. PAUL Wl kU, I'Hii U>ELPHIA— WTOP, WASHINGTON will, c HARLOTTE-KMOX, ST. LOUIS— WEEI, BOSTON ksi . s\LT LAKE CITY-KCBS, SAN FRANCISCO WRVA, RICHMONIJ-WMBR, JACKSONVILLE— KOIN, PORTLAND-THE COI.UMBIV I'M II U RADIO NETWORK AND THE BONNEVILLE RADIO NETWORK vampum?" Popularity is determined by how many listen. In San Diego, more people listen to KSDO than any other station, according to HOOPER. Whatever it is, you can sell it faster, for fewer dollars-per-sale on San Diego's FIRST station . . . KSDO. May we show you why KSDO gets more attention than any other station? By Bob Foreman Anyone with a week"- experience in the art and mechanics ol broadcast advertising must he fully aware of the Dollar Diplomacy which rules the business. As a corollary only the neophyte would allow gray matter to take precedence over green matter in his approach to the two media. A few cases in point. First, the ready acceptance of alter- nate-week programing and splil sponsorship. What was in- troduced as an economic expedient i- today often sold as wisdom over and beyond a way to put a two-way stretch on a one-way budget. We have completely forgotten the fact that for decades radio built businesses and introduced hundreds of new products to American households by means of sole ownership of various programs and personalities. In olden times our adverti-ing managers guarded with Cerberus-like sleeplessness the simple and uncluttered asso- ciation of radio-vehicle and advertising message. This was when theme-songs came into being. So did gag lead-ins like Jack Benny's "Jell-0 again"': and clever commercial tie-ups like Fibber's title of Waxy for Harlow Wilcox, the then spokesman for Johnson's Wax. From this burning desire for rapport was also born the integrated commercial and the re- iterated pay-off ("Right with Ever-harp!"). But tv introduced us to the high cost of living by one's self, thus forcing many advertisers to become tenants rather than owners. One advertiser can afford only half a show — so he makes that fractional purchase. Another, though con- siderably wealthier, follow- this pattern purchasing halves of two shows rather than the old fashioned 100r,' ownership of one while the Slide Rule Boys justify the move with talk about turnover and circulation and access to new audience-. And so it goes, liver pills climbing into -bed with appliances, car and cigarette vendors jointly living in a state of eco- nomical -in. I- there a single graph or pie chart in the house or any other numerical criterion to demonstrate what losses may he sustained when an advertiser surrenders part of a property and i- thus forced to split identity with another? It doesn'l -top here, either — this swap "n -hop economy. Take the "Magazine Concept" of broadcast advertising — which television has the temeritj to toss at us as if it were something new to broadcasting. Only one who has never tinned on a di-k jockey show in radio (breathes there a man with -oul -o dead?) would he susceptible to that argument. i PI ruse turn to page rtS) 10 SPONSOR WK&C-TV programming CBS programming dominates the Cincinnati area day and night over WKRC-TV. Radio Cincinnati, Owners and Operators of WKRC-Radio, Cincinnati, Ohio WKRC-TY, Cincinnati, Ohio WTVN-Television, Columbus, Ohio WTVN-Radio, Columbus, Ohio WKRC-TV channel 12 C I N C I N N AT I, 0 H I 0 Ken Church National Sales Manager CBS TELEVISION NETWORK — REPRESENTED BY THE KATZ AGENCY 21 DECEMBER 1954 11 f] .3.0 U DC >. ilef U fi«I MADISON and building BUper-shows of greater audience appeal that it is a relief to read \our well laid out. sensible arti- SPONSOB unites letters to the edttor. Address 40 E. 49 St., New York 17. ABBREVIATION Recalling \our efforts to standardize the abbreviation for "television" — I think you'll be interested in knowing that the "GPO Style Manual'* ... the official I .S. Government handbook for federal printing . . . has adopted TV I all caps ) as standard. Incidentally — the GPO Style Man- ual is a useful handbook for copywrit- ers and secretaries It settles questions confused in different dictionaries- such as preferred and contemporary usage of capitalization, spelling, com- pound words, punctuation, abbrevia- tions, titles, salutations, signatures — plus the most commonly used words and grammar in eighteen different languages. Authoritative? Even published pro- ceedings of the Supreme Court are gov- erned by the GPO Style Manual! TV . . . Tv . . . tv! In Washington —it's TV! Guy Ci wingham Promotion Publicity Director for Motion Pictures & Television MPTV, New York # SPONSOR joined others in a common trade- paper style for television so as to prevent confu- sion. SPONSOR stvle: tv. SPECTACULARS Kindly accept these belated words of appreciation for the excellent stories on "The Spectaculars"" you have been running in recent issue> of your good publication. I particularly have in mind the stor) b\ Herman Land starting on page 29 of your Nocember 15 issue. 1 especial- ly appreciate the way \our own opin- ions and comments of interested par- lie- are handled and both Mr. \1 \\ id- difield, \ ice President of Sunbeam, and myself felt you did a constructive job with this storj . There have been so many contra- dictor and harmful criticisms in other papers aimed at NBC and Pat Weaver .mil his courageous elfort in launching cles. Earl K. Pebrim President Perrin-Paus Co. Chicago Just a brief note to let you kimw how interesting we found the story on Spectaculars in the November 15th is- sue of SPONSOR. To understate it — it is one of the most thorough and certainly factual articles on the big Bhows to appear re- cently. Congratulations on a really fine piece. Millie T. Tracer Director of Public Relations Raymond Spector Company, Inc. • SPONSOH's thank* l<» man? reader* »ho noted interest in our intrrim report on "The Spectacu- lars." A report is planned ffir the end of season if warranted, giving further analysis. ARF RATINGS On behalf of the ARF Ratings Re- view Committee, this letter expresses thanks to you for your very fine "ap- plause"' note in \our November 29th issue. I think it was so very nice of \ou to make editorial mention of the very fine and unselfish efforts of very busy radio and teles ision advertising execu- tives. It's onlv on such extra-curricu- lar Herculean efforts that progress will be made in cutting down the confusion in the radio and telex ision ratings area —an objective shared by us all. There was one very minor point about the number of meetings to which \ou referred. 1 don't think it was en- tirely clear in your editorial. The "over 100 meetings" to which \ou re- fer were not attended by all members of the Ratings Review Committee. Thej were attended by the members of Max I le"s \\ orking Committee. The Parent Committee, as a group, attend- ed perhaps more nearly 10 or 15 meet- ings. There were others, however, on the Parent Committee, who attended any number of other informal meet- ings all directed towards helping Mr. lie's Committee do a better job. Dr. E. L. Dkckincer Vice President, Director of Research The Biotv Co. 12 SPONSOR YOU MH, HI FLY I..VJ7 .!#.#*.##.-- BIT CONLAN RADIO REPORT METROPOLITAN GRAND RAPIDS NOVEMBER, 1953 Morning Afternoon Night WJEF 29.6% 30.8% 33.1% B 26.3 22.8 28.6 Others 44.1 46.4 28.3 YOU NEED WJEF RADIO TO BREAK RECORDS IN GRAND RAPIDS WJEF, Grand Kapids, is the top radio buy in Western Michigan's Number 1 market- — morning, afternoon and night. Conlan figures, left, prove it. Of the area's 116,870 radio homes, WJEF delivers : 12.6% more morning listeners than tJu next station — 25.2% more afternoon UsU m rs — 9.6% more evening UsU m rs! WJEF also costs less than the next station. < >n a V2-time basis, you can actually buy a daytime quarter-hour for less than 25c per-thousand-radio homes ! >'TV-, WKZO — KALAMAZOO WKZO-TV — GRAND RAPIDSKALAMAZOO WJEF — GRAND RAPIDS WJEFFM — GRAND RAPIDS-KALAMAZOO KOLN — LINCOLN. NEBRASKA KOLN-TV — LINCOLN. NEBRASKA Aiiociated with WMBD — PEORIA. ILLINOIS CBS RADIO FOR GRAND RAPIDS AND KENT COUNTY Avery- Knodel, Inc., Exclusive National Representatives * Scott Crossfield of the TJSAF set this record in November, 1953, flying a Douglas Skyrocket. 27 DECEMBER 1954 13 PH H] ^ ARE THE STATION NATIONAL SP( r~^ H REE & Jr ETER INC. Pioneer Station Representatives Since 1932 NEW YORK 444 Madison Ave. Plaza 1-2700 CHICAGO 230 N. Michigan Ave. Franklin 2-6373 DETROIT Penobscot Bldg. Woodward 1-4255 ATLANTA Glenn Bldg. Main 5667 FT. WORTH 406 H . Seventh St. Fortune 3349 HOLLYWOOD 6331 Hollywood Blva. Hollywood 9-2151 SAN FRANCISCO RtfSS Building Sutter 1-3798 R ki YOUR DIO CAMPAIGN . . . EAST, SOUTHEAST WBZ + WBZA Boston — Springfield NBC 51,000 WGR Buffalo NBC 5,000 KYW Philadelphia NBC 50,000 KDKA Pittsburgh NBC 50,000 WFBL WCSC Syracuse CBS 5,000 Charleston, S. C. CBS 5,000 WIST Charlotte MBS 5,000 WIS Columbia, S. C. NBC 5,000 WPTF Raleigh — Durham NBC 50,000 WDBJ Roanoke CBS 5,000 MIDWEST, SOUTHWES1 WHO Des Moines NBC 50,000 woe Davenport NBC 5,000 WDSM Duluth — Superior ABC 5,000 WDAY Fargo NBC 5,000 WOWO Fort Wayne NBC 50,000 WIRE Indianapolis NBC 5,000 KMBC-KFRM Kansas City CBS 5,000 KFAB Omaha CBS 50,000 WMBD Peoria CBS 5,000 KFDM Beaumont ABC 5,000 KRIS Corpus Christi NBC 1,000 WBAP Ft. Worth— Dallas NBC-ABC 50,000 KENS San Antonio CBS 50,000 MOUNTAIN AND WEST KDSH Boise CBS 5,000 KVOD Denver ABC 5,000 KGMB-KHBC Honolulu — Hilo CBS 5,000 KEX Portland ABC 50,000 KIRO Seattle CBS 50,000 It costs less to sell the Twins onKEYD-TV MINNEAPOLIS ST. PAUL The nation's 13th metro- politan market is in the very center of KEYD-TV's 62 county coverage. You can buy maximum power at min- imum cost on KEYD-TV, the Upper Midwest's new Channel 9 station. Ask the H-R MAN about KEYD-TVs incentive rates and excellent avail- abilities. ON THE AIR JANUARY 9TH 316,000 WATTS Offices, Studios, Transmitter FOSHAY TOWER Minneapolis Represented Nationally by H-R TELEVISION, INC. Offices, Studios, Transmitter FOSHAY TOWER Minneapolis Represented Nationally by H-R TELEVISION, INC. By Joe Cs'uhi Todtiy's talent are business-mintled I In- doesn't happen too often to a writer, and I am not reluctant to admit I got a big hang out of it. Aero— the aisle, on American Airline- Flight 212 out of Chicago for New York, Friday night at 10 p.m. the man was reading SPONSOR. A little neck-craning, and I discovered he was not only reading sponsor, but specifically Sponsor Backstage. He looked up, and it was Jimmy Saphier. "I was just reading your column." he said, after the sur- prised hellos. Jimmy is Bob Hope"- bu.-ine.-s manager, and Boh was with him. as was my old friend, and Bob's agent. Charlie Yates. I hadn't seen any of these gents since The Billboard days. It developed they had picked up 242 in Chicago after liv- ing in from Denver. Boh own- 79.3' J of the Cla-- B stock, and Jimmy 9.3' '( of the same in KOA-TV in Denver, and the hoys were coming from a Board meeting there. "It went fine," Jimmy said, "always doe> when every- body's making money." Bob had also played a benefit at a big Jewish hospital during his Denver stay. After we landed in New York, and I left the boys I got thinking. First, that showbusiness. most certainly including television and radio. i- really a small town, notwithstanding the fact that it's spread out all over the world. Just two nights previously, on \\ ednesday, for example, I'd again run into a group of old friends. The occasion was the annual BMI Award- Dinner at the Hotel Pierre, and among those present (in addition to the music wing of the I'amiK ) were Leonard Reinsch. Bill Hedges. Fritz Morency and other friend-, whom I hadn't seen in quite a -pell. Leonard wa- nice enough to tell US how pleased he was with the piece on the Quality-Vitapix group. But thinking about showbusiness, t\. el al. following the meeting on the plane, another notion -truck me. At the BMI dinner I had the happy fortune to be -eated at a table with Patti Page and her manager. Jack Rael. 'Vie kidded some about Jack"- attempt to get into the merchandising business with a Patti Page "Mama Doll," which was tied in to one i Please turn to />"-- 6 1 • SPONSOR Lf^U BAB's first and only business has always been the promotion and sale of Radio advertising. That's why the Broadcast Advertising Bureau Inc. was chartered four years ago and has been supported by 835 radio stations, all four radio networks, and all the principal radio representatives. We felt it was long past time that our corporate name reflected our sole interest. That's why our name after January 1, will be the radio advertising bureau inc. We have a new name but the same point of view : America can be sold faster, more completely and at less cost through its 111,000,000 radio sets than in any other way. (formerly Broadcast Advertising Bureau) WBBM-TV is now operating at peak power- 100,000 watts. This means that WBBM-TV, with five and a half times more power, now brings brighter, clearer, sharper television into almost two million homes in the greater Chicago area. Most important of all, it means that WBBM-TV, which already delivers the largest audiences in Chicago television, is now giving advertisers more viewers, more customers, more sales power than ever before. .*••• ,,,t mt ftis -»?■"■ Proud to be a Storer Station! Cleveland -Channel 8 ISfew and renew 27 DECEMBER 1954 1. New on Television Networks SPONSOR Amana Refrig, Amana, Iowa Amer Chicle Co (Dentyne & Bee- man's), NY American Oil Co, Bait Atlantic Refining Co, Phila Borden Co, NY Bristol-Myers, NY Bristol-Myers, NY Buick div of Cen Motors, Detr Campbell Cereal Co I Malt-O-Meal) , Mpls CBS-Columbia, NY Ciba Pharmaceutical, NY Colgate-Palmolive, Jersey City Helene Curtis, Chi Emerson Drug Co. Bait Internat'l Shoe Co. (Red Cross Shoes) St Louis Kraft Foods (Carmel Products), Chi Libby, McNeill & Libby, Chi Longincs-Wittnauer, NY Maytag Co, Newton, Iowa Miller Brewing Co, Milw Minute Maid, NY Noxzema Chemical, Bait Ponds Extract (Hand Lotion), NY Procter & Gamble, Jersey City Procter & Gamble, Cinci R. J. Reynolds (Winstons), Winston- Salem R. J. Reynolds (Camels), Winston- Salem, NC R. J. Reynolds, Winston-Salem C. A. Swanson & Sons, Omaha C. A. Swanson & Sons, Omaha State Farm Insurance, Bloomington, III Tootsie Rolls, Hobokcn, NJ Top Pop Products (E-Z Pop Corn), Detr Western Union, NY AGENCY STATIO k'S M ury, Lee & Marshall. NY CBS TV 57 DFS, NY ABC TV 75 J. Katz, NY N. W. Ayer. Phila CBS TV Du Mont 55 31 Y&R, NY DCSS, NY Y&R, NY Kudncr, NY NBC TV CBS TV CBS TV Du Mont 42 66 111 Campbcll-Mithun, Chi CBS TV McE, NY Kiesewetter, Baker, Hage- dorn & Smith, NY Ted Bates, NY E. Ludgin, Chi Lennen & Newell, NY CBS TV ABC TV CBS TV CBS TV Du Mont 16 26 D'Arcy, St Louis NBC TV 53 JWT, Chi NBC TV JWT. Chi Victor A. Bennett. NY Du Mont CBS TV 11 McE, Chi CBS TV 57 Mathisson & Assoc, Milw Du Mont Lynn Baker. NY NBC TV SSCB, NY JWT, NY Y&R. NY CBS /"BC CBS TV TV TV 56 Compton. NY W. Esty, NY CBS NBC TV TV W. Esty. NY ABC TV 75 W. Esty, NY T-L. Chi T-L, Chi N.L.&B. Chi Moselle & Eisen, NY W. B. Doner & Co, Detr NBC NBC ASC CB5 NBC ABC TV TV TV TV TV TV 75 75 Albert Frank-Cuenther Law. NY Du Mont 20 PROGRAM, time, start, dura'i-n Big Ten Basketball; Sat 3-4:30 pm; 11 Dec; 13 wks Sugar Bowl Game; Sat 2 pm to concl,; 1 Jan only Years of Crisis; Sun 4-5 pm; 2 Jan only Pro Championship Football Game, Sun 2 pm to concl; 26 Dec or 2 Jan only Way of the World; M. W. F 10:30-45 am; 3 Jan Carry Moore Show; M 10-10:15 am; 6 Dec: 52 wks Your Favorite Playhouse; Sun 9:30-10 pm; 12 Dec Fro Championship Football Came: Sun 2 pm to concl; 26 Dec or 2 Jan only The Morning Show; partic W & F, T & Th 7-9 am; 1 Dec; 13 wks Phil Silvers Show: alt T 8-8:30 pm; 4 Jan Horizons; Sun 9:15-30 pm; 12 Dec; 36 wks The Millionaire: W 9-9:30 pm: 19 |in Professional Father: alt Sat 10-10:30 nm; 1 Jan Chance of a Lifetime; alt F 10-10:30 pm; 10 Dec: 52 wks Ding Dong School; T 10-10:30 am; 1 Mar; 5 wks Tom Corbett, Space Cadet; Sat 11:30-12 noon; 11 Dec All About Baby; Th 2-2:15 om: 2 Dec; 52 wks The Christmas Hour of Story & Song; Sat 5-6 pm; 25 Dec only Big Ten Basketball; Sat 3-4:30 pm; 11 Dec; 13 wks Pro Championship Football Came; Sun 2 pm to concl: 26 Dec or 2 Jan only Tournament of Roses Parade; Sat 12:45-1:45 pm; 1 Jan onlv Professional Father; alt Sat 10-10:30 pm; 8 Jan Pond's Tv Theatre; Th 9:30-10 pm; 13 Jan; 52 wks My Favorite Husband; alt Sat 9:30-10 pm; 1 Jan; 14 wks Road of Life; M-F 1:15-30 pm; 13 Dec Bob Cummings Show; Sun 10:30-11 pm; 2 Jan Pre-Sugar Bowl Warmup; Sat 1:45-55 pm; 1 Jan only Sports Highlights: Sat 4-4:45 pm: 1 Jan only Cotton Bowl Came; Sat 1:45 to concl; 1 Jan on'v Sugar Bowl Games; Sat 2 om to concl: 1 Jan only Red Barber's Corner; W 10:45-1 1pm; 15 Dec luvcnile Jury; Sun 4-4:30; 9 Jan Sugar Bowl Game: Sat 2 pm to concl; 1 Jan only Down You Co; alt W 10-10:30 pm; 8 Dec; 52 wks Nelson Daniels (3) Cordon MacLaren (3) 2. Renewed on Television Networks SPONSOR AGENCY STATIONS Ceneral Electric General Electric EB^O bb;o CBS TV 59 CBS TV 121 Hall Bros (Greeting Cards) W. H. Johnson Candy Kraft Foods Co, Chi Lentheric, NY FC&B, NY F. Bruck Adv JWT. Chi C&W, NY NBC TV 49 Du Mont 80 NBC TV 64 Du Mont 26 Lincoln-Mercury K&E, NY CBS TV 128 Miles Labs Geoffrey Wade Adv Du Mont National Dairy Pharmaceuticals, NY Quaker Oats Serutan Co, NY N. W. Ayer E. Kletter, NY Wherry, Baker & Tilden E. Kletter, NY CBS TV 69 Du Mont 16 CBS TV 58 Du Mont 36 Swift, Chi JWT, Chi CBS TV 71 PROGRAM, time, start, duration Jane Froman Show; Th 7:45-8 pm: 26 Dec: 52 wk? Sunday Night Theatre; Sun 9-9:30 pm; 26 Dec: 52 wks Hall of Fame; Sun 5-5:30 pm; 2 Jan: 52 wks Captain Video; Th 7-7:15 pm: 30 Dec; 13 wks Kraft Tv Theatre: W 9-10 pm; 5 Ian; 52 wks Chance of a Lifetime; alt F 10-10:30 pm; 17 Dec: 52 wks Ed Sullivan — Toast of Town; Sun 8-9 pm; 2 Jan: 52 wks Morgan Beatty and the News; M-F 7:15-30 pm; 31 Dec: 52 wks Big Tod: Sat 12-1 pm; 22 Jan: 52 wks The Stranger; F 9-9:30 pm; 31 Dec; 52 wks Contest Carnival; Sun 12:30-1 Dm; 2 Jan. 52 wks Life Begins at Eighty; Sun 9-9:30 pm: 26 Dec: 52 wks Garry Moore Shew; F 10-10:15 am: 3 Dec; 52 wks 3. Advertising Agency Personnel Chan ges NAME FORMER AFFILIATION NEW AFFILIATION David Abbey WCN-TV Chi, local & nafl sis stf Charles Abbott Jr ABC-TV Spot Sales. NY sis & prom dept Robert Anthony Peterson Window Corp, Ferndale, Mich, dir of sis & adv Constance Boland Morse Internat'l, NY Norman Brett Du Mont Net, NY, sis prom mgr Katz Adv, Chi, tv sis stf Katz Adv, NY. tv sis stf Allman Co Adv, Detr, creat stf SSC&B. NY. acct exec dept Moselle & Eisen. NY. acct exec In next issue: New and Renewed on Radio Networks, National Broadcast Sales Executives, Neiv Agency Appointments, New Firms, Neic Offices, Changes of Address Arnold Cohan (3) William Bunn 131 21 DECEMBER 1954 21 27 DECEMBER 1954 !\'ew and renew Emmi t Crotzcr >l< Robert Owtns Jr <3> Lawrence Milligan (3) John Scott Keck (3) V T Finch <4l Fred Cordon I 3. Advertising Agency Personnel Changes (cont'd) NAME FORMER AFFILIATION Willi.im B Bunn Thomas Byrne Dale Casto Sylvester Cleary Arnold Cohan Eugene Colin Alton Copcland Emmet Crotier Nelson Daniels Donna DcCamp John Cillingham Paul Ctrard Arthur Cordon lames Could Win Couldcn E. Harold Crcist Sam Hunsaker lames Isham W C. Jackman John Jackson John Scott Keck Joseph Keene Harvey Knecland John LaFargc Ben Laitin H. Lane Losey Cordon MacLaren Herbert Maneloveg Frank McC.inn Thomas McDermott Donald McDonald Bruce McLean James McMenemy Lawrence Milligan Arthur Montgomery lohn Nagel Robert Owens Jr William Pehlert Raymond Pierobon William Reede Saul Rosenzweig Joe Sacco Robert Schmelzer Kcndrick Scott Bruce Stauderman C. E. Stokes Albert Thayer Jr Alan Ward Winsor Watson Jr Richard Winkler Christian Valentine Ferdinand Ziegler Martin Zitz St Louis, p.ir tner vp Ch , r-tv dir C&W. NY. acct exec Biow Co. NY BBDO. Buffalo, exec chg of acct scrv Bourjois. NY, adv dept Arnold Cohan Adv, NY, owner & hd Schwimmer & Scott, Chi Lever Bros. NY, adv dept Andcrson-McConnell Adv, Hywd, acct exec Al Paul Lefton, Phila, film comml prodr WOI-TV, Ames. Iowa, film supvr Wcstinghouse Elec Co, LA, adv & sis prom Paul Cirard Regl Reps, Dallas, owner Weiss & Ccller. NY, art dir Virginia Metal Prod, Orange, Va, adv mgr B&B, NY, dir of spec prom Hicks & Crcist, NY, vp & treas Lewis Edwin Ryan Adv, Wash DC, copy chf NL&B. Chi. acct exec Jackman & Flaherty Adv, Anderson & Cairns, NY, Henri, Hurst McDonald, NL&B, Chi, acct exec C&P, NY, vp Crey Adv, NY, copy group hd C&P, NY, vp Ohio Brass Co, Mansfield, Ohio, adv mgr C&W, NY, acct exec B&B, NY, media supvr Ted Bates, NY, timebuyer N. W. Ayer, NY, r-tv dept Calland Adv. NY Yardley of London, Toronto, adv Bobby Benson Tv & Radio shows, Biow Co, NY, acct exec John Falkner Arndt, Phila, copy stf NL&B. Chi. acct exec Lcnnen & Mitchell. NY C&W, NY, acct exec N. W. Ayer. Chi, acct exec stf Reede Adv, NY, hd BBDO, NY, r-tv acct exec Biow Co, NY, copy dept BBDO. NY, acct exec Supplee Sealtest Milk Co, Phila, pub rel dept WXEL, Cleve, prodr-dir Gardner Adv, St Louis, copy dept J. M. Mathes, NY, traffic & prodn of nat'l accts BBDO, Buffalo, vp in chg C&P. NT, vp Warner & Assoc, St Louis, copy dir Biow Co, NY, exec coord & creat hd of color tv dept Biow Co. NY, »ls prom dept Henri, Hurst & McDonald, Chi, acct exec mgr NY, dir-prodr NEW AFFILIATION Same, vp McCann-Erickson. NY, admin of Bulova acct Same, vp in chg SSC&B, NY, acct exec Mumm, Mullay & Nichols, NY, vp & bd mem, h r-tv accts Phil Cordon Agency, Chi, acct exec dir of mdsf BBDO. NY. media dept Byron Brown & Staff, LA, vp Bryan Houston, NY, tv prodr Cary-Hill Adv. Des Moines, tv dir Calkins & Holdcn, LA, copy dept Tracy-Locke Adv, Dallas, asst dir of r-tv dept Same, vp Lewis Edwin Ryan Adv, Wash DC, copy stf K&E, NY, prom dept Same, pres Same, acct exec Same, vp Ridgway Adv. St Louis, vp & acct exec Ogilvy, Benson & Mather, NY, acct exec NL&B. Chi, asst r-tv dir Same, vp Anderson & Cairns, NY, acct exec R&R, NY, copy group hd Crey Adv. NY, acct exec in drug div Cray & Rogers. Phila, copy dept Same, vp BBDO. NY. media dept Katz Adv. NY, tv sis stf Same, vp FS&R, NY. acct exec NL&B, Toronto, acct stf SSC&B, NY, tv prodn stf Earle Ludgin, Chi, acct mang stf N. W. Ayer, Chi, copy dept Same, vp Earle Ludgin, Chi, acct mang stf Same, vp NL&B. Chi, asst acct exec Crant Adv, NY, regl mgr for Europe Katz Adv, NY, tv sis stf W. Esty, NY, copy dept Same, vp Cray & Rogers, Phila. pub rel & publicity dept Meldrum & Fewsmith, Cleve, mgr r-tv dept Ridgway Adv, St Louis, copy consultant NL&B, NY, prodn mgr Same, NY, space copy dept hd C. M. Basford, NY. exec Krupnick & Assoc. St Louis, copy-serv dept McCann-Erickson. NY, tv art dir McCann-Erickson, NY, mgr sis prom dept Same, pres 4. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION David Bland V. T. Finch Ccrard Fochtman Fred Cordon A. W. Harding Joseph Salganik Byron Snowden Sidney Schwartz Joseph Tiers Krueger Brewing Co, Newark, adv dir Lever Bros, NY, asst sis mgr. Pepsodent div Borden Food Co. NY, asst adv & mdsg mgr Necchi-Elna Sewing Mach Co, NY, adv prodn mgr General Mills, Mpls, market analysis spec surveys sect Toni Co. Chi. eastern rcg mgr Dodge div Chrysler Corp. Dctr, mdsg mgr truck div Du Mont Labs, Clifton, NJ, cabinet mgr Proctor Elec. Phila. mdsg mgr Lever Bros. NY. brand mdsg mgr Same, sis mgr, Pepsodent div Same, super-market mdsg mgr CBS-Columbia. NY. adv prodn mgr Same, mgr market analysis dept Same, field sis mgr Same, dir of adv & mdsg div Same, prod coordinator Same. NY, eastern sis mgr 5. Station Changes (reps, network affiliation, power increases) KBFS-TV. Mcdford, Ore, new nat'l rep Hoag-Blair KCMJ. Palm Springs. Cal. purch by David Margolis. owner of Skyland Bdcst Co: WONE. Dayton. 0. KHQ & KHQ-TV, Spokane, new Portland rep H Quenton Cox & Assoc KCO-FM. SF, begins full time bdcst KIEM-TV. Eureka, Cal. new nat'l rep Hoag-Blair KJIM. Beaumont. Texas, new call letters KJET; start negro programing KIAC Hwyd. new address. 6363 Sunset Blvd KOCA Ogallala. Neb. becomes Keystone Bdcst affil KSUE Susan vi lie, Cal. becomes Keystone Bdcst affil KTVA. Anchorage. Alaska, rep in NY & Chi area is Alaska K.idio-Tv sis KTVX Muskogee. Okla, power incr to 316.000 watts from •45 000 watts KUTV. Salt Lake City, power incr to 45.710 kw KVEC-TV. San Luis Obispo. Cat, became ABC affil KWWL-TV. Waterloo. Cedar Rapids, Iowa, power incr from 120.000 wafts to 240.000 watts WBTV. Charlotte. NC. become ABC affil WDTV. Pitts, purch by Wcstinghouse Bdcst System from DuMont Net 500 WCWR. Asheboro. NC. becomes Keystone Bdcst affil WHIM. Bloomsburg. Pa. 1000 watt daytime stn going watts full time operation WISH. WISH-TV. Indpls. becomes CBS affil off 3 June WLEX-TV. Lexington. KY. becomes ABC affil WLFA. Lafayette. Ca. becomes Keystone Bdcst affil WMBV-TV. Marinette. Wise, becomes ABC affil WMRE, Monroe, Ca. becomes Keystone Bdcst affil WOND. Atlantic City. NJ. new nat'l sis rep W. Barrett Mayer. 550 5th Ave WORC. Worcester. Mass. purch by Robert Bryar & Harold Kayc WOW. Omaha, begins all-night opcrs WPAT. Patcrson. NJ. sold by Passaic Daily News to gr headed by Dickens Wright WPON. Pontiac. Mich, begins opcrs. Hil F. Best nat'l rep WRIV. Rivcrhcad, LI. begins opers. owned by Suffolk Bdcst Coip WVEC-TV. Norfolk. Va. open new studios for live shows WXEL. Cleve, purch by Steer Bdcst Co 11 SPONSOR Morning Radio is UP in IOWA UP on WHO! A HE chart — taken from the 1954 Iowa Radio-Television Audience Survey — tells the story. The two top lines show morning radio listening in 1954 as compared with 1953 — UP for all stations in Iowa. The two lower lines are for WHO alone — UP for 1954, over '53 — and we hope you'll note that, at certain times, WHO alone accounts for as much as 45% of all the radio listening in the State! The complete 1954 Survey will be out very soon, now. Write for an early copy — or ask Free & Peters ! 60 SO 40 30 20 10 o 1954 ^\ttW 1954 a :. -.. -, i^^^ • - <, 7 8 9 10 11 12 PERCENT OF HOMES TUNED IN, MORNINGS - 1953 VS. 1954 WHO for Iowa Plus! Des Moines .... 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC., National Representatives 27 DECEMBER 1954 23 SELLING IN MONTREAL? That's our business ! u YOUR PRODUCT advertised on CFCF means more business for you MONTREAL IN U.S-WEEO IN CANADA-AIL CANADA Hillis If. diirlci/ President Borden Food Products Co., New York In the late Twenties, as manager of Borden's export operation-. Willis Gurley traveled extensively throughout Europe, South Amer- ica and the Far East. Even now. there's one touch of the exotic in his Madison Avenue office: a huge tigerskin rug. "But I didn't bag it myself." Gurley quickly assured sponsor. "A friend of mine sent it to me from India." Today, as president of the Borden Food Products Co. and a v. p. of the Borden Co.. Gurlev supervises 34 manufacturing plants in 16 states and three foreign countries. As head of the Food Products Division of Borden Co., Gurley has the last word on advertising policy for his products I Eagle Brand sweetened condensed milk, evaporated milk. Klim. Hemo. Borden s Instant Coffee. None Such mince meat, Starlac and Borden Instant Hot Chocolate i. The hulk of this divisions SPONSOR-estimated S6.5 million 19.S5 budget will be spent on advertising Borden's Instant Coffee (through DCSS | . "We use spot radio and tv to catch the housewife at the psycho- logically "right" moment before she goes shopping." Gurley told SPONSOR. To back up the coffee with a national medium. Gurley also put- Borden Instant Coffee commercials on the Borden Co. sponsored show. Justice, NBC TV, Thursdays, 8:30-9:00 p.m. Borden Instant Coffee also sponsors one weekly segment of the Garry Moore Show, CBS TV. "We like a drama or adventure show for our food products." ( rii rlt*\ explained. "As main women as men watch .lustier. Also, we feel that the audience of a drama is less fickle than viewers of sit- uation comedies, simply because it doesn t tire of the show as fast. Incorporated in Gurley "s statement, is the advertising philosophy upon which Borden Instant Coffee bases its fight with higher-spend- ing coffee advertisers. "If you have the audience, \<>u can do a selling job." he added. '" \nd you don't have to stick to a stereotype -how format to achieve family appeal." However, Gurlej emphasizes the fact thai he likes to leave the choice of programs up to his advertising department and agency. ■"I don't even choose autonomously at home." he added. "My wife ha- far stronger t\ preferences than I." • * • 24 SPONSOR crackin' You get to the meat of the market quicker when you tell your sales story on the station they tune to most often WJBK-TV Detroit Represented Nationally by THE KATZ AGENCY If you've got a tough nut to crack in this rich midwest area, go after those sales with WJBK TV's 100,000 watt power, 1,057 ft. tower, top CBS and local pro- gramming and commanding Channel 2 dial position. National Sales Director, TOM HARKER, 118 E. 57th, New York 22, ELDORADO 5-7690 MORE homes. More families. More people. No matter how you figure it, NBC Television delivers more, and keeps on delivering. MORE homes for nighttime sponsors— an average of 803,000 more homes per program than the second network since the middle of September, when the most competitive programming in TV's history began. That's almost equivalent to all the homes in Connecticut and Rhode Island, and it's extra! MORE programs in the "Top Ten." In the first four Nielsen Reports this fall, NBC twice hit six out of ten, and twice made it seven out of ten. It's seven out of ten in the latest Nielsen pocket-piece, and every one of them reached more than 11, 000, 000 homes; the details are listed on the opposite page. MORE sets tuned to NBC Spectaculars, and the dynamic program leadership that they represent. The latest Nielsen report shows still another of these 00-minute color super-shows in the top ten: the sixth to make a top-ten- I sized audience out of the seven so far rated. And the seventh barely missed. MORE homes for the time-tested programs, too. It's seven years now since Milton Berle took command of Tuesday night for NBC. He still holds it, and as the listing shows, he's attracting greater audiences than ever before. MORE. That's the story of NBC programming. More homes. More families. More people. And naturally, more values for advertisers. NBC's 7 out of 10 FROM THE LATEST NIELSEN REPORT* No. of Homes Program Reached DRAGNET 13,998,000 YOU BET YOUR LIFE 13,221,000 BUICK-BERLE 12,463,000 MAX LIEBMAN SPECTACULAR 11,711.000 STEVE ALLEN SHOW 11,581,000 THIS IS YOUR LIFE (WK. 2) 11,549.000 FORD THEATRE 11,001,000 EXCITING THINGS ARE HAPPENING ON TELEVISION A SERVICE OF PATA VERIFIED BY A. C. NIELSEN COMPANY (SEPT. REPORT =2. 1954— *NOVEMBER REPORT -1) 27 DECEMBER 1954 I I i On these major radio and t\i topics of 1954 Over-all look: These are some of the trends and events which made the 1954 radio-tv year unique. Among them: the "spot carrier" hassle between nets and stations; the uhf hearings; the continued rise in television programing costs. DIettVOrk television: Whopping $310 million for gross time and $160 million for production costs was spent, by SPONSOR'S estimate in net tv in '54. In '55, video webs will be longer, more costly; time scarcer. Biggest client: P&G. Spot television: Advertisers upped budgets at least 20% for spot tv in 1954. Rates climbed more than 10%, are continuing up- ward. Availabilities are scarce, sharpening competition between net- work and spot tv sellers, film makers. Network radio: Gross billings among the four radio webs are off 17.5% for 1954 vs. previous year; actual net earnings even lower. Coming year will bring more network participation shows, capsule news strips, rock-bottom network costs. Spot radio: Conssnsits of reps is that spot radio gross billings dropped during 1954, although some spot sources feel year was a "break even" with '53. Reps predict 75% of U. S. stations will have same day and night spot rates by the end of 1955. Tv programing: Show costs reached new highs in 1954 as result of competition between two major nets for audience as well as emergence of new factor, ABC. Part of audience battle was the "bumping" of shows networks felt were too weak to draw audience. Color tv: Set production was minuscule in 1954 and the outlook for rapid acceleration in 1955 isn't good. Mainly problem lies in engineering labs where work is being rushed to cut costs of sets. Meanwhile stations are equipping fast for net colorcasts. Tl'B and K.IK: Both air media start off 1955 with functioning sales promotion arms, the newly organized Television Bureau of Adver- tising and the renamed Radio Advertising Bureau. RA8 has $720,000 budget; TvB already has 40% of its minimum projected budget. OVER-ALL LOOK pf hen the) write the history <>\ ra- dio and television, 1954 will go down as the year of. . . Color television s dry run with set production unable to get off the ground but with sponsors, agencies, dealers and invited guests enthusiastic about its potentialities once color re- ceiver prices reach mass levels. Time-slot dominance by the tv net- ivorks, stemming from the seller's mar- ket in network tv and resulting in reduced stress on the traditional fran- chise concept in network buying. Hassles betiveen radio networks and stations over network sale of announce- ment participations via "spot carriers" with stations contending the webs are encroaching on spot radio terrain and the webs answering they must sell the time to exist. Clarification of radio' s role follow- ing deeper-digging research, including the Politz study for the Christal sta- tions, the J. A. Ward study for Mutual, the ARF-Politz set count for the four radio networks and BAB — all pointing to radio's having adapted itself to the video era. Big battles over uhj with Congress probing for answers to the problems holding back the growth of ultra high frequency stations and with the be- ginnings of a solution appearing as higher-power transmitters were devel- oped, the FCC permitted broadcasters to add two "u's" to the previous limit of five tv stations to one owner and both CBS and NBC moved to provide stepped up selling for the smaller mar- ket tv stations. Establishment of TvB as an indus- try-wide promotion group to begin selling video while it's expanding rather than wait, as radio did, until it comes up against a time of hard selling. Experiment in tv network program patterns with unprecedented departures from every-week programing and tra- ditional program lengths via NBC TV's once-a-month, 90-minute spec- taculars and CBS TV's monthly big shows. Increases in network tv participa- tions formats as NBC added Home and Tonight and CBS added the Morn- ing Show, thus attracting sponsors seeking flexibility and low cost in net- work tv. Continuing rise of tv network pro- gram costs as the top two webs, NBC and CBS, fought fiercely for domi- nance and a new contender, ABC. threw stronger programing into its schedule. The first network editorial stand, a position taken by Frank Stanton, presi- dent of CBS, Inc., who urged radio and tv be given equal access with the press to coverage of hearings. Congressional \ETWORK TV Dollar spending: So many sales rec- ords were smashed this year in net- work tv it was hard to count them all. In 1954, network television advertis- ers spent: • A whopping S470 million by SPON- SOR's estimate for time ($310 mil- lion) and talent I. $160 million I on the four major video webs. This was some 27 DECEMBER 1954 29 Industry leaders look at '55 future. See pages 78, 80 /; ow alongsidi thi ir pictun s hi i hrn i i hi rpts from m '"' i ml stati mi nts of imii industry leaders. ConipU I • stilt, mi ills (If, pi ill- nil inn/I 7-- and 80. Robert E. Kintner ABC's president feels that network's tv web now ranks as one of "Big Three' tv networks; radio web has sold more time for early '55 than in similar period of '54. Adrian Murphy ident of CBS Radio expects i have results of automobile ning study available within few weeks to further docu- radio's story. Auto radios medium-wi thin -a -medium.' J. L. Van Volkenburg CBS TV's president predicts that total tv revenues for '55 may top $1 billion. He says past year proved value of continuity in television's programing. Ted Bcrgmann Du Mont's Director of Broadcasting feels trend to "shared" sponsorship of tv, increased use of filmed programing will continue. $70 million over network predictions in mid-1954 and was the all-time high I'M network-level spending in broad' casting history. • More (Hi the smallest network. Uu Monl 1 812..") million I. for gross time than all tv advertisers spent for all television activity of an) kind in L948. last-climbing ABC TV's gross revenue • $35 million I was almost as much as all network t\ gross time sales in 1950. • More monej on either CBS TV i SI 10 million I or NBC TV ($125 million i for gross time purchases than advertisers spent in 1954 for space in Life magazine, hitherto the nation's top single ad medium in dollar gross. Bj sponsor's presstime, Publishers Information Bureau had completed the four-network gross time figures for the fust 10 months of 1954. This is how they ranked and how the) compared with the similar period of 1953: Network First 10 mos. '54 First 10 mos. "53 (lis SI 1 7,032,072 $77,32M.:t:<7 NIK $100,541,824 576,941,720 \IU 5 26,584,163 $16,094,615 DTN S 10,267.775 $ 8.966,321 Although these figures indicated the basic billings trends, sponsor asked the sales chiefs of the four t\ networks to give their predictions for the final figures of the last two months of 1954. 1 he projected totals thus achieved were compared with PIB total gross billing figures for 1953. This was the year-long trend: ABC TV made the biggest percentage gain — up 67' <. Close behind were CBS and NBC tv webs with gains of 44' i and 30', re- spectively. Du Mont's gain was slight —1.69? — ar|d gave further fuel to the persistent report that this network was due for a major overhaul in 1955. Client spending: Gross network time expenditures by individual cli- ents were equallv eye-opening. For the first half of 1954 I the latest PIB figures available as this report was written), the gross billings b\ clients ranked thusl) among the 10 largest spender*: ( lienl 1st half '54 fjrovi Proi tei & (• imble $11,136,979 Colgate, Palmolive S 6,385.466 i .i neral Moton l .ill kc \ nolds 1 oh. hi ii ■IH.421 General I Is s 1.61 1,103 \llll 1 K .111 1 llll. II 1 n "v 1,517,048 Gillette s 348.060 1 .1 He 1 .ll Mills _'.l<>". ( hrysh i s 5,265.327 I evei Brothi i* S 3,260,819 Chance- are good that when the final 12-month figures on 1954 spend- ing arc complete, the rank order will l>r quite similar, and the totals will be slight!) more than doubled. \ among tv outlets in the post-freeze markets. These last increases will range wide- ly . I hf stations that face competition from several older vhf outlets, for e\- (Please turn the page) pk *k* W *~~ ^1 k " ilu A .» .'&$< Thomas F. O'Ncil Mutual* chairman predicts "Ic and vigorous life" for networl radio, cites fact that MBS starting 1955 with $9 million in new business. Sylvester L. Weaver NBC's "Pat" Weaver looks to development of color tv audi- ence as highlight of 1955, and continued development of new values and new patterns of radio. John Blair Veteran station rep and retir president of SRA sees excelle year ahead for spot media, provided programing and sell ing are left on a high level. Fred Gamble President of 4-A's feels growth of media spending, including radio-tv, is sharpening problem of find- ing, training agencymen. Paul West Radio and tv will play big role as "positive, dynamic factors" in sustaining na- tion's expanding economy, ANA president says. 27 DECEMBER 1954 31 Heightened compclif ion for audience led both NBC and CBS tv webs to jockey lineups which resulted in "bumping" of adver- tisers. Firestone went from NBC to ABC. ample, are tending to hold their rates as low as they can in order to attract new business. Uhf-ers in non-competi- tive markets, on the other hand, plan to raise rates in a pattern which has already heen established during the growth period of older vhf markets. Anticipated rate increases in the pre- freeze areas also won't be uniform throughout the day. That is, night- time rates are likely to be stable in L955 in the largest tv cities simply because the sets-in-use levels at night are now crowding closely upon the maximum possible figure. Morning, afternoon and late-night rates how- ever may go up — but only if gains in audience levels at these hours are made by improved or additional pro- graming. (Thus ABC TV's plans to go into daytime programing in 1955 may well tend to push up daytime spot rates in older markets — if the ABC TV shows attract brand-new audiences and swell the general size of total audi- ences during the day.) \«'ir rtige was George Gobel who became big hit in own NBC TV show, frequent guest after relative obscurity. It was new demon- stration of tv s power to build personality Availabilities: The situation is ex- tremel) tight now in the prime eve- ning Blots, and will continue to be so during L955, reps predict. Several of them told SPONSOR that the turnover in nighttime spot tv availabilities in the largest u markets was seldom more than ")', and often less than 1%. Ad- vertisers scouting 1955 availabilities will find the greatest choice — although even this will be limited — during morning, afternoon and late-night pe- riods. Spot tv films: There's a parallel boom in spot tv films— programs and commercials. Producers estimated. earlier this year, that the 1954 volume of tv film business would be about 860 million — most of it in spot tv. Here as producers see it, are the main spot tv film trends for 1955: • A continuing rise in client spend- ing for spot film commercials. Busi- ness in 1954 was up about 10' < over the preceding year, film sources told SPONSOR. A similar increase is expect- ed in 1955, with no levelling-off seen now. • Film commercial costs and film pro- gram investments by backers will con- tinue to increase in 1955, film makers forecast. Costs were up about 20' < last year over the previous year, for black-and-white films. The cost rise in 1955 should be similar. Color filming will add anywhere from 20% to 50% to production budgets. • The battle behind the scenes in tv between the major networks and the spot tv interest for choice station- option program slots is going to con- tinue. Network shows have spilled over into late-night slots in the two biggest webs, often "bumping" spot tv film shows. Now, the networks are eye- ing the early-evening station slots as well; the new Norby show for East- man Kodak, for example, will be aired (in color, too) in the 7:00-7:30 p.m. slot on Wednesdays on NBC TV— tech- nically station time. Predicted trend in 1955: more syndicated film shows of the daytime variety, fewer intended for nighttime airings. • More multi-market film shows. De- spite the difficulties of finding station slots l"i syndicated film, producers an- ticipate an increase ol IV, or more in the total number of multi-market purchases of syndicated spot films. • More film shows on independent outlet-. Stations like KTTV, Los An- geles, and WOR-TV, New York, have been setting the pace for non-network film airings. \\ OK-TN "s every-night Million Dollar Movie ( the same fea- ture film twice nightly I is starting 1955 with a sold-out roster of eight major spot clients, each pa\ing $4,000 a week. Vffiliatesof \BCT\ and 1)1 \ have caught much overflow film pro- gram business I from NBC TV and CBS TV affiliates l at night and during daytime periods, and will probabl) continue to do so in 1955. Sif II (If ion comedies weren't inevitable hits though "Halls of Ivy" on CBS TV is estab- lishing itself. Several other new situation shows were dropped after only few months on air. NETWORK R A DIO Dollar spending: The downward trend of network gross billings con- tinued in 1954. with most of the tv- caused drops occurring in nighttime revenue of the major radio networks. Publishers Information Bureau fig- ures for the first 10 months of 1954 make the over-all trend clear when compared with 1953 figures: Network First 10 mos. '54 First 10 mos. '55 ABC $24,199,694 524.175.422 CBS $43,567,675 ^>1. 422.613 MBS $17,141,113 $18,940,801 NBC $28,106,616 $38,145,994 sponsor's own predictions for the 12-month grosses of 1954: ABC: $28 million: CBS: S54.5 mil- lion: MBS: S20.5 million: NBC: |33.7 million. (These predictions are based on forecasts from sales executives of all four radio webs. Like the PIB figures they are made on the basis of mid-1954 discount structures, he- fore discounts reduced rates, since PIB will not change it- reporting until af- ter January. Actual net figures for time are lower because of discounts. I Compared with 1053 year-end fig- ure-, all fmir networks dropped off. I ul not evenly. NBC and CBS Radio showed the largest drops; 31', and i 1..V , respectively. Mutual (down 32 SPONSOR 10', I ami ABC Radio (down 4%) showed the smallest. Total hillings drop: 17.5' < . IVetc discounts: Gross billings for 1954 don't reflect an important change in network-level prices which will con- tinue in 1955. NBC and CBS radio webs revised their discount structures in August to give nighttime advertis- ers an additional 20% off. ABC Ra- dio in September completed an ar- rangement whereby day and night rates are virtually equal through larg- er nighttime discounts. Mutual will release a similar new discount struc- ture early in 1955. All of these dis- counts reduce actual network earn- ings on gross revenue. Behind-the-scenes developments in network radio, as sponsor went to press, included still another basic change in rate policy. The change may come about, by all indications, in 1955. The major networks are consider- ing, in various forms, plans that gen- erally go like this. Discount structures whereby an advertiser may actually be paving only 50r< of the gross time charge (due to dollar volume, con- tinuities, frequency or nighttime re- ductions i may be changed so that ad- vertisers are actually billed for what amounts to "net" time purchases. Network thinking behind such moves, it was said, is that (a) it will make network pricing "more realistic" and avoid much waste motion in sales presentations, and lb) it may act as a new diplomatic weapon for networks to use in setting lower network affilia- tion compensations. Client spending: The rank order of the top 10 clients in terms of gross network spending, and the names of these clients, is a familiar one. For the first half of 1954 the list was as follows: Client Procter & Gamble Miles Laboratories Colgate, Palmolive Gillette General Foods Lever Brothers Sterling Drug American Home Prod. General Mills Swift S: Co. 1st half '54 gross Sf> 9S3.705 S3 654.421 -L' 'M-..7fi4 -J 75 1.840 $2,429,887 S2 167 Mill $2,100,701 SI. 888. 709 $1,698,737 $1,658,509 It's interesting to note that the ad- vertisers in first and third place at mid-year — P&G and Colgate — are al- so bellwethers in network t\ gross billings. Ami. man) of the other lead- ers in network video arc ^till at the top of the heap in network radio. Salt's trends: Advertisers, according to network radio executives, can ex- pect to sec in L955: • More network radio participation shows. There are 16 "spot carriers" on networks today. NBC Radio's "Three Plan" pic kid up new business in 1954; so did CHS Radio's revived "Power Plan." Mutual's new opera- tion with "Multi-Message Plan" land- ed billings from clients ran«im: from Camels to Scandinavian Airlines. • More news strips. The small-unit show, often as part of a big saturation package, is firmly established. There are more than 40 five-minute shows on the networks. NBC Radio's daily five-minute news strip- with Ben Grauer and Mary Margaret McBride have been sold to advertisers like Im- drin, Calgon. Starkist. and Q-Tips. Kraft picked up the S. C. Johnson news shows (five daily) on Mutual. Weekend and nighttime news packages (Please turn to page 88) SPONSOR postcard surveys show color facilities growth in past six months Two postcard surveys on station color facilities were conducted by SPONSOR this year, one in June (bottom chart), the second early this month. The six-month interval highlights the growth in outlets telecasting network color. All stations on air were queried in both surveys. Answers to the second survey came from 170 sta- tions, representing a good cross-section of the nation's tv outlets. DECEMBER 1954 STATIONS WHICH EXPECT TO BE EQUIPPED BY EQUIPPED NOW FIRST HALF OF 1955 END OF 1955 1956 OR LATER NO DEFINITE COLOR PLANS NETWORK COLOR TELECASTS . 53.5% 17.1% 6.5% 1.2 21.7% SPOT TV COLOR 1. COLOR SLIDES 7.7% 15.9% 14.7% 3.5% 58.2% 2. COLOR FILMS 5.3% 15.9% 15.9% 3.5% 59.4% 3. LIVE COLOR SHOWS 4.1% 1.8% 5.9% 6.5% 81.7% SSSiSSS'j JUNE 1954 EQUIPPED NOW NETWORK COLOR TELECASTS 32.8% SPOT TV COLOR 1. COLOR SLIDES 2.4% 2. COLOR FILMS 0.7% 3. LIVE COLOR SHOWS 1.6% STATIONS WHICH EXPECT TO BE EQUIPPED BY: END OF 1954 38.8% 17.3% 18.87-r 4.7^ END OF 1955 5.2 '■; 19.6% 18.87 15.77 E'-'O OF 1956 1.5': 0.8 0.7% 4.0% NO DEFINITE COLOR PLANS 21.7 60.0 60.0 74.0 27 DECEMBER 1954 33 ADELAIDE HAWLEY (CENTER) IS BETTY CROCKER IN RADIO SHOW, TV COMMERCIALS Betty Crocker on net radio: ultimate in integrated sell Mnc programs por week carry best-known I ifin.iKci into 7.2% of ih«' nation's homos IT TAKES many minds and hands to make the far-flung Betty Crocker operation run smoothly. Among key people in team are (I. to r.): S. C. Gale, vice president, director of advertising; C. S. Samuelson, advertising manager, Grocery Products Division; A. W. Wilbor, coordinator of Betty Crocker activities; Janette Kelley, director of the Home Service Department ^rMiiiid the flittering array of radio- t\ -how- that wear the banner of Gen- eral Mills i- a modest little radio pro- gram that runs only four and a half minutes and involves onlj two per- former*. It consumes a comparative- ly -mall part of the funds that go into the air media — and these get a ma- jor chunk of the L954 advertising bud- get of $21,000,000. Vet: 1. It take- the combined efforts of Beven advertising agencies and the compan] - home service department in Minneapolis to produce the show and it- commercials. 2. It has been a factor in shaping the trend toward more five-minute net- work radio packages by demonstrating the effectiveness of the "scatter" ap- proach. 3. It is the only air program built around the chief public spokesman for General Mills, a personality in whose development the company has invest- ted over 30 vears and more than >!(»>.< )00.000. 'I he spokesman in question is Bettj Crocker, a symbolic figure who repre- sents to the female audience an ideal- ized self-projection of the perfect homemaker. Her show. Time for Bet- l\ Crocker, can be heard on 320 ABC radio stations under the following un- orthodox schedule: 8:5.5 a.m.. 2:30 p. in.. 4:25 p.m.. on Monday, W'ednes- da] and Friday. Three programs per day, nine per week. Behind this scatter schedule and short program length are the follow- ing factors: \n audience is primarily interested in entertainment, will not flock to a service show in any great numbers. Yet Bert] Crocker, whose essence is s< i \ ice, can only be associated with a service show. Moreover General Mills has found that a 15-minute sen ice show is not likehj t<> win an audience that is appreciably larger than that which listens to a five-minute sen i< e show . General Mills ha- sought the most efficient, economical waj of reaching large numbers of home-. The five- minute -how schedule is like a net Bung out to reach a large unduplicated audience over a period of time. \ spe- cial Nielsen Stud] for a week in No- vember L953 showed that the program reached 7.2'. of all I ,S. homes, with each home reached an average of 1." time-. \n VBC estimate of the month- l\ audience came to about 1.'!'. : this would mean 8,400,000 home-. The SPONSOR Nielsen study revealed in addition that the greatest appeal of the show was to homes with large families (11.4%) and young housewives (9.7%). The nine programs come in at low cost for General Mills because of the discounts it earns with its other shows on the ABC Radio network. For the advertiser without such programs, the package would run roughly $14,000 for time weekly, according to ABC; three daytime 15-minute periods would run about $11,400. These are net fig- ures, after normal discount, figured on a 52-week basis. Talent and pro- duction cost for the shows is about $2,400 weekly. The ABC research department points case history out that the average daily soaper racks up a 6.5 weekly net Nielsen rating, as compared with the Betty Crocker net of 7.2, and costs considerably more, averaging between $19,000 and $23,- 000 for time. Neither company nor agency is un- der any illusion that the five-minute show can build the same kind of loyal audience developed by the longer pro- gram. Assistant to the director of tv and radio programing, Margaret Kemp, explains that the short pro- grams catch listeners much as do an- nouncements, except perhaps for the morning period, which appears to have a more stable listenership than the others. Even if a woman i- not seri- ous!) interested in a re* ipe show, Mar- garet Kemp points out, it is so short that a woman is just as likel) to lei it run it- course as turn it off. Still, listener interest is more serious than many might expect, as indicated by the consistent mail pull of approxi- mately 1,000 letters per week, a mail pull, incidentally, almost as good as that enjoyed by former Betty Crocker allows before the advent of tv. Seven agencies: How seriously Gen- ( Please turn, to page 81) Script for Betty Crocker program is model for integration of selling ami programing Here's an example of how to tie product and program together so naturally they seem like one unit. Product in script below (20 Octo- ber) comes in with mention of dessert in easy, acceptable fashion. Use of male voice helps to make transition smoothly; Elliot also serves to vary voice diet and give male point of view. Nole functional char- acter of copy; it delivers what program promises, a real service. Copy is tight, "loaded" with useful information, yet easy to follow. High points stand out. It is in keeping with Betty Crocker personality WIN ELLIOT: It's time for Betty Crocker . . . and here she is . . . America's First Lady of Food . . . your BETTY CROCKER . . . brought to you by GENERAL MILLS. CROCKER: Hello everybody. Once again it's time for us to talk about "something different" to help you drive that old monster monotony right out your kitchen window. WIN: Betty Crocker, the Elliots have tried all your "let's be differ- ent" tips and take it from us, monotony doesn't stand a chance. CROCKER: Why thank you, Win . . . Now I'm sure there isn't a mother living who doesn't realize that though families may coax and beg for something different for supper tonight, it better not be too far off the beaten path or they'll eye it with suspicion. Well, our "let's be different" trick today is an entire supper which brings your family some of their old favorites livened up with new twists. And this is it: Noodles Cantonese which I'll explain ... a salad of lettuce wedges with horseradish mayonnaise . . . and for des- sert . . . 4-Square Fudge Cake, each serving drowned with a scoop of cherry-studded ice cream. WIN: Betty Crocker, Mom won't have to call anybody twice to a supper like that. CROCKER: Doesn't it sound good though! You know we've found that noodle casseroles are popular with most families. But they can become pretty humdrum unless we're careful to vary them. And our Noodles Cantonese recipe from my new Good and Easy Cookbook does just that . . . WIN: Hey, from all I gather, Betty Crocker, the gals are really going for all the recipes in that new cookbook of yours. CROCKER: Yes, Win; and the recipe for Noodles Cantonese is typical. Here is the way to make this tasty dish: brown half a pound of lean pork, cut in slivers, in a little fat or oil and season with salt and pepper. Add about a half cup of water and cook 20 minutes. While the meat simmers, cook a four-ounce package of noodles. Then combine the meat, noodles, some chopped celery, thinly sliced fresh or frozen green beans, some grated onion and a couple of tablespoons of soy sauce. You know crisp vegetables are characteristic of Oriental dishes, so after everything's put together, cook for only about 5 minutes more. You'll have servings for four. WIN: And there's one casserole that's got good he-man eating in it. CROCKER: Yes, it's a real filling dish all right. Of course there's nothing startingly "different" about today's salad of lettuce wedges . . . but there's newness in the dressing . . . it's mayonnaise with the zip of horseradish added. Just remember, if you fix the dress- ing ahead of time, it will become nippier as it stands. WIN: Say, with all these new taste thrills, I'm sure glad there'* something familiar about today's dessert. CROCKER: (CHUCKLING) You mean the fudge cake of coarse. And our 4-Square Fudge Cake is unusually good . . . it's moist and rich and chocolatey . . . it's a cake men love. The recipe is now appearing in Gold Medal advertisements in October magazines or you can drop me a postcard request for it. WIN: Just write Betty Crocker, care of General Mills, Minne- apolis, Minnesota. CROCKER: To carry out the "let's be different" theme, I thought you'd like to top each serving of 4-Square Fudge Cake with a scoop of ice cream that has bright red cherries through it. WIN: But no ice cream could be quite as good as that marvelous Gold Medal Cake. Rita tried it out the other night when we had some folks in. and you've never heard anything like the compli- ments. The women all wanted the recipe, and the men — well, they wanted second and third helpings. What a success! The crunchy nuts in that moist, chocolatey, rich, tender . . . . Win. But we'll be back this afternoon. Per- haps you can joins us then. I'll be expecting you. WIN: TIME FOR BETTY CROCKER is a service for homemakers . . . brought to you by General Mills. 27 DECEMBER 1954 35 Why we like both radio and I ISmli have exclusive strong points. If tlioy don't pay off. examine your ■ GEORGE ABRAMS, vice president of the Block Drug Co., feels thai advertisers often reject radio or tv on the basis of one initial flop, "never fully recognizing that the message might have been weak or their utilization of these media in- correct. I've written this piece to try to correel the erroneous 'first look' which many advertisers give radio-tv." Block Drug is a heavy air-user, has cancelled web tv in favor of spot tv, spot and net radio. j^l^ls yourself this basic question and j'ou'lf come up with an interesting an- swer. The question: How do adver- tisers looh at radio and television as advertising media? I In- answer, in one word, errone- ously ! I his i- ui\ -im ere com ii lion after work with both media intimalclv on both a network and spot basis. More- over, the conviction has grown that we are dealing with media worlds aparl in operation, performance and results. \\ iili tin- com iction has also come the opinion thai the bureaus repre- senting these media still have a mam- moth job to do. \ job, in essen e, which requires i ase histoi j enal of liow advertisers have sue essfull) used each oi both of these hard sell- ing media. I he simplest analog} I can give \<>u i- i" lake you into m\ garage and show you two rake-. One i- a bamboo rake; the other, a metal one. In ap- pearan< e, th<*v both look very much 36 alike. In action, they perforin some- what the same. But in result, they are completely different and accomplish different objectives. Radio and tv. like these tools, have a similar look to the average advertis- er. Both are media which perform as wireless communication. ^ et. each ad- vertiser has had his own personal ex- periences which have probably led him to favor one or the other. We favor Loth! \nd the reason is simple. We have learned that radio can do jobs for m> thai are impossible for tel- evision and the opposite is also true. Radio, lor example, can deliver homes at a cosl of 50^-per- 1 ,000. If we bu\ television at 81.75-per-l,000 we feel we re doing prett) well. So on a i osl basis a basis of jusl reaching sheer thousands <>f human beings it's hard to beat radio. Vnd, that's true whether your medium is newspapers, maga- zines, iiu-i I In- role played b) clients and non- media agenev people in choosing ra- dio and tv Btations for a network show o] spot campaign varies, but it is often .1 \ ii.il one. In the first place, their knowledge of the strong and weak points of air outlets often rivals that of the time- buyer. Some of them have time buy- ing backgrounds. Main ad managers have a personal knowledge of their important markets gained from trav- els around the country and can rattle nff a surprising amount of informa- tion about as many as a dozen stations in a single market. Secondly, where the choice of a sta- tion involves a lot of money or i- criti- i al From a sales point of view, the non- media people inevitabl) ^r\ involved. While the timebuyer's voice is impor- tant, the deciding opinion may be shared bj several executives. On certain accounts the decision- makers behind the timebuyer are al- tnosl totally responsible For the choice stations, relying on the timebuyer Foi the recommendations and prelim- inarj detail. On one $5 million ac- count, for example, the president of the firm and the a< count executive 1 onfei over all important bu) ing de- cisions. Stations, therefore, usuall) aim theii advertising al non-media personnel in addition I,, the man who actuall) plan-- the oidci the timebuyer. In this second and final Btorj on what the buying Bide of broadcast ad- vertising think- i- effective station ad- vertising in the trade press, sponsor discloses how the non-media clement feels. I For the stor) on timebuyers, Bee "Whal timebuyers want in radio- t\ ads," sponsor, 13 December 1954, 12. ' 40 The non-media field is a big terri- tory and sponsor roamed over it free- ly. Conversations were held with ad- vertising managers, brand managers, their radio-tv experts, account execu- tives, radio-tv account executives, ra- dio-tv department heads, air program- ing and production executives, plan? board members. As with timebuyers. there is no single, overriding lesson to be learned from this roundup of opinion. How- ever, not only do certain attitudes stand out but there were interesting differences and similarities between the media and non-media people as well as between the agency and client personnel. While not able to measure it in terms of percentages, sponsor detected a more critical attitude about station advertising among the non-media peo- ple than among timebuyers. This was particularly marked in dis- cussions of the general character of station advertising. Most of the ad- vertising managers, for example, felt that station advertising lacked imagi- nation and some thought it was down- right dull. This can possibly be traced to the fact that ad managers are deep- ly involved in print consumer adver- tising for their own products and so consider station trade advertising a poor second in qualitj In comparison. I he ad manager for a leading ciga- rette said: "Station advertising lacks a certain warmth. To me, it has a cold. institutional air. This is not necessary. I m sure there are plentj of stories stations of all si/e- can tell about them- selves which would imparl a kind of warmth to the ad. I think some sta- tions should add a touch of glamor to the opei ati< ns, too. I'd be im- pressed bv thai." IMAGINATIVE ADS: Ad managers critir what they called lack of imagination in jt trade ads, tended to compare station ads their consumer print advertising. They u more warmth, greater human quality anc certain caies, glamor. Ad managers felt la variety was worst fault of station trade And here's what a large watch firm ad manager said: "There"-, a terrific sameness about station advertising. The ads looks all alike to me. There's seldom an effort to imparl a qualitj of differentness. I guess that stations have a low production budget for their trade ads because ol the low price of the trade paper space but I don't think that's a good excuse lor crudity." SPONSOR i radio-tv ads lio-tv trade ads How timebuyer opinions of station trade ads compare with those of non-media agency and client personnel As pointed out in previous story of this Beries, timebuyera stressed thai the best kind of station advertising is that which picks some ii nil) in- attribute of a station and repeats it over and over. It wan emphasized that no more than one or two points should lie used. Non-media agency and client decision-makers (especially ad managers) called for more imaginative advertising hut didn't lay down any specific rules .1 limit how this imagination should he put to work, except that is was felt ads should have more glamor or warmth. In many categories, there was agreement. Generally, the use of facts was emphasized and there was a wariness of exaggeration. TUAL ADS: Importance of reliable facts in was stressed by both client, agency executives. lions were urged to point up the facts which w how an outlet can sell client's goods. This )hasis was found among ad managers, too, even jigh they stressed imagination so much. The rviewees wanted result stories well documented OIL JUST DISCOVERED MARKET DATA ADS: Reaction to market ads was mixed. Agency programing and production people were not interested in ihem. But many account men were, especially if the data showed newsy facts about a market, such as a big corn crop or the discovery of oil. Ad managers generally like to use their own sources for getting market data ffe all for siaiiiuL^. MAIL-PULL ADS: There was no great interest in mail-pull ads. Some agency, client executives said mail pull was an unimportant measure of the value of a station. They felt almost any outlet can show mail-pull figures of seme kind. Where ads show some really astronomical figure for mail pull, however, some said they would be impressed Said an ad manager of an impor- tant drug firm: "Station trade paper advertising is very mediocre in qual- ity. The ads often need the touch of a professional. A good example of the kind of ads stations should try to emulate are the trade ads run by BAB." While agency people did not feel as strongly as sponsors on this subject — numerically speaking, that is — there were main who agreed. One of the strongest opinions came from a top agency programing executive and plans board member who got verj vehement as he said : "All the station ads melt into one blob as far as I'm concerned. You can hardly tell one from the other. I think stations should use more sophis- ticated layouts tn attract attention. More imagination is definitely needed. The kind of thing I have in mind are 1 /'lease turn to page 27 DECEMBER 1954 41 Flexible commercials 1 i,. : , \ no to i , .--i ni urn in I. a in a In Innonnct ■ in hi /ir, /mil il to meet every local marketing and I nis with number of products can emphasize one in each area Market choice Sponson can tailor thi to individual marketing problems, wh( iln r they m ed four mini., u or LOO. Sun a „,,,i markets to national . need gion when 'mi it; si, mi need only a ft w art as " /■■ an a • nl. Often costs less Cost of buying sl>0t film shows frequently u less than network ,,, \ocak ,-uons ints u becaust thi „ cabie charges to pay and h 08t o duction of a syndic, ,hl ipread over many a , an, over a period of months or years Quality production 'Jin iamt tv stations air shows of both tin biggest national sponsors and tin area's regional advertisers. Problem for regional accounts: How to look as big as national competition. Heated film, many arc finding, givt s quality within their budgt ts Time slot choice (Inst hi akin to advantages of mar- ki t choict I aho 1 1 ) are tin ad ran tail. S of select- ing exact stat urn in each market — and the exact time on the station. Time periods best suited for presentation of the product in each market can be bought Station assistance Because stations get about 70' their card rates for spot tv programs, as opposed to roughly 30' from network shows, they're usually Milling to give sponsors extra promotion, merchandising help. l'> rhaps biggest factor ts time cl'firance: most outlets will try to clear Class "A" time FALSTAFF Brewing sponsors MCA-Tv's "City Detective" in PURE OIL Co. buys NB Film Division's "Badge over 70 markets for third year to cover belt of 29 How to use multi-market film shows Clients take film route to cover a limited region, to supplement network programs, or for complete national tv coverage WW hat can you buy if . . . 1. You're interested in covering just one region of the U.S. with your own television program. 2. Or you want to cover the whole country with a show but you consider network television too restricted. 3. Or you're on network tv now but one program isn't enough in some of your most important markets. Increasingly the solution for all three problems has been the film show placed on a multi-market spot basis. Late last month, for example, Bal- lantine Beer bought Ziv's Eddie Cantor Comedy Theatre in 25 markets (via J. Walter Thompson). The buy matches Ballantine's regional distribution areas, is a continuation of the spot film phi- losophy for Ballantine; it had spon- sored Sheldon Reynolds' Foreign In- trigue for four years previously. A national account, Tv Popcorn, started on the air a few weeks ago over a total of 115 tv stations, using CBS Tv Film Sales' Annie Oakley (via Sherwin Rogers, Chicago). The agen- cy cleared weekend time on most of the stations in what it reports were in the main highly desirable slots. Two network advertisers, Coca-Cola and Kellogg Co. (Coke sponsors Eddie Fisher on NBC TV, Kellogg buys in- to CBS TV's daytime strips) each bolster certain markets with their own spot-placed film shows. Coke places its Kit Carson in about 40 markets; Kellogg spots Wild Bill Ilickok and Superman in more than 50 markets. These are just a few of the dozens of national and regional advertisers using film shows on a multi-market spot basis. In addition to those who buy programs from a syndicator, there are many additional advertisers who have had their own shows produced for them. One of the best-known is the Pacific Coast Borax program, Death Valley Days, produced by Mc- film Cann-Erickson and now telecast over 70 stations. Hartz Mountain Products places its Adventures of Captain Hartz on 25 stations. Colonial Stores, Inc., spots Nancy Carter's Cook Book in 14 markets. And the newest approach to multi- market film is the Guild-Vitapix opera- tion. Guild, a tv film producer and syn- dicator teamed up with Vitapix, a corporation of tv stations banded to- gether for mutual film programing. Under the G-V plan, Guild will produce and sell film programing to national spot advertisers and \ itapix will clear the time on its list of sta- tions. Major selling point: a sponsor is promised good time for his show. Guild-Vitapix says that spot-plac- ing a film show with them will be as easy as buying network time. The ad- vertiser will sign only one contract, get only one statement and one proof of performance for the entire list of stations. (Guild is predicting there'll be 60 Vitapix "affiliates" by 1 Febru- ary and ultimately 100.) An adver- tiser liu\ ing a big Guild show like Liberace will probably have to buy a minimum of 45 stations. Why use spot film? To get key rea- sons for use of multi-market film spon- sor talked with agencymen, syndica- tors. Their replies sum up to these points: 1. Market selection. "Carter prod- ucts, sponsoring two network shows, couldn't get into some markets," M. J. Rifkin, v. p. in charge of sales for Ziv Tv Programs, said. "To reach these markets where sales and sales potential justified tv advertising, and also to bolster its top markets, Carter bought Mr. District Attorney." Thus Carter ended up buying a carefully selected list of markets where its network shows either didn't reach at all, or where it wanted to reinforce its network cov- erage. 2. Choice of station and time. This is, of course, one of the basic argu- ments for using any form of spot. 1 1' I case turn to page 86) LLANTINE Beer picked up 'ddie Cantor" from Ziv for most important 25 tv mkts TV POPCORN uses 115 stations for CBS Film Sales' "Annie Oakley"; Canada Dry uses 65 OHIO OIL Co. spots Official Films' "Secret File USA" in 12 markets which fit sales areas PFIEFFER Brewing Co. covers 10 important tv markets with TPA's "Your Star Showcase" CANADIAN ADMIRAL bought ABC Film Syndication's "Pass- port to Danger' in 7 markets a wash well aAUNDRYi DRY CLEANING DRIVE IN FOR THE FASTEST SERVICE IN TOWN •? -£=^ 11 FILMED ON WASH WELL PREMISES, TV PLUGS STRESS DRIVE-IN, FAST SERVICE FEATURES, RUN ON KOPO-TV, KVOA-TV Wash Well's 1 v sales gain: .Ml' Tucson drive-in laundry, dry-cleaning operation floundered till tv entry M ii December 1952 business partners Joe Tofel and Al Gilberg opened a rather unique operation in Tucson: a drive-in laundry and dry cleaning plant with car-door service. The Wash Well, as it was called, was equipped to operate fast — and with no need for a customer ever to leave his car. \- autos arrived, members of the \\ ash \\ ell -taff would appear ready to handle drop-offs and pick-ups. The launderette completed j < » I > — in one or two hours, the dry-cleaning or shirt operation in 21 hours or, in an emei- ,. in three hours. \ - i * 1« • From speed, the Wash Well also prided itself on qualit) . Bui business al the Wash Well was -\i•">'. over the pre- vious \ear. Iii Jul\ 1954 sale- stood at 5895 higher than the previous July, [oday, the Wash Well's business is up 80^5 over last year. It rose from a monthly gross of $10,000 to over §18.- 000. And this in a line of business with stiff competition in the area. The tv schedule has been running continuously since its initiation, with no hiatus. Business traditionally reaches its low ebb during the sum- mer months in Tucson. The seasonal {Please turn to page 74) Wash Well staff gives fast car-door service. Joe Tofel, Wash Well partner, and Elk Har- wood, agency head (below, I. to r.) were two of the key planners in formulating air approach SPONSOR fsm THE BIG MONEY MAKER IS RECORDS with ROCKWELL" WKMF Flint, Michigan Frederick A. Knorr, Pres. Eldon Garner, Mg. Director Represented by HEADLEY-REED Voted Flint's No. 7 Disc Jockey! What a selling combination! The most popular radio station in Flint and Flint's best-loved, most-listened-to disc jockey . . . Jim Rockwell! Nothing could be sweeter to lure business your way in Michigan's 2nd biggest income city. Folks just nat- urally tune to WKMF . . . Flint's only 24 hour station devoted exclusively to News, Music and Sports. So, put your ad dollars where the listeners are! "RECORDS WITH ROCKW ELL" is covering Flint's billion-dollar market like a tent! WKMF-Flint . . . WKMH— Dearborn-Detroit . . . WKHM-Jackson is the package buy that covers 77% of Michigan's entire buying power. Yet you save 10% when you buy all 3. Highest ratings . . . because every- body likes News, Music and Sports! GOLDEN iKl W> tfID . PEL otKior- members o-f the FARM family. Of the 533,000 TV homes served best bv WCCO-TV, 180.000 an- big-buying farm households. \ml the folks out on the rich Minnesota-Wisconsin acres welcome WCCO-TV into their farniK circle — just as their cit\ cousins 'in. From 8 am to 6 pm every day, the average ARB* ratiii": WCCO-TV Second station Third station city 6.0 3.6 4.6 farm 8.2 4.6 1.4 •October TrlrpuUr 1 1 1 - 1 < i < ■ .mil outside the Minneapolis-St. I'.iul metropolitan area, it's the same pattern of WCCO-TV family acceptance. The other member of tlx- family MINNEAPOLIS-ST. PAUL 46 SPONSOR f. \ctc stations on air CITY L STATE CALL LETTERS CHANNEL NO. ON AIR DATE ,ERP (kw)" Visual Antenna (It)'" NET AFFILIATION STNS. ON AIR SETS IN MARKETt '0001 PERMITEE S, MANAGER OAK HILL, W. Va.2 WOAY-TV 14 Dec. 48 650 None NFA Robert R. Thomas Jr., ehl&f owner & gen. mgr. Will Jackson, sis. mgr. Clyde Higgins. pgm. mgr. It. New construction permits CITY 4 STATE KLAMATH FALLS, Ore. RAPID CITY, S. D. TUPELO, Miss. WACO, Tex. CALL CHANNEL DATE OF LETTERS NO. GRANT ON-AIR TARGET ERP (kw)* Visual Antenna (ft)'" STATIONS ON AIR SETS IN MARKETt i 000) PERMITEE & MANAGERl RADIO REP1 KFJI-TV KOTA-TV KWTX-TV 10 1 Dec. 8 Dec. 8 Dec. 1 Dec. 13 460 1 Vi 260 27 107 370 525 None None None NFA NFA NFA Headley. Reed Tv KANG-TV 49 uhf KFJI Broadcasters W. D. Miller, chief owner Dick Maguirc. gen. mgr. Black Hills Broadcast Co. of Rapid City Helen S. Dui-amel. pres. Peter A. Duhamel. v. p. Leo D. Borlin. sec. J. Norman Heffron. tres. TupHo Citizens Tv Co. Frank K. Spain, gen. mgr. Joseph G. Petit chief eng. KWTX Broadcasting Co. Everett- M. N. Bostick gen. mgr. McKinney J. M. Brlnegar, com. mgr. Iff. \cu- applications CITY & STATE CHANNEL NO. DATE ERP (kw)« FILED Visual Antenna (ft)*" ESTIMATED COST ESTIMATED 1ST YEAR OP. EXPENSE TV STATIONS IN MARKET APPLICANT AM AFFILIATE ANDERSON, Ind. FLORENCE S. D. ROSEBURG, Ore. 61 24 Nov. 8 Dec. 17 Nov. 25 30 14 340 710 $71,000 $120,000 None $150,000 $170,000 None WAILUKU, T.H. YAKIMA, Wash. 23 Nov. 23 23 Nov. T/2 22 2,749 $109,700 10,054 $24,435" 959 $144,156 $58,000 None $21,000 None $120,000 KIMA-TV Great Commission Schools Inc. Paul E. Billhelmer, pres. Je"ny Billheimer, Me- tres. The Hills Broadcasting Co.' (Sole owner: M idcontinent Broadcasting Co.) N. L. Bentson. pres. Edmond R. Rubin, v. p. Joseph L. Floyd. sec- tres. Southern Oregon Bcstg. Co.". Amos E. Voorhies, pres. Everett A. Faber. v. p. Edward A. Malone. v.p. William B. Smullin. see. -tres. Earle Voorhies. part owner John Voorhies. part owner Hawaiian Bcstg. Sys- tem" J. Howard Worrall. pres. C. Richard Evans, v.p. &. gen mgr. Chinook Television Co. Robert S. McCaw, sole owner WCBC KYAK BOX SCORE U.S. stations on air, incl. Honolulu and Alaska (18 Dec. '54) Markets covered 419 252 Post-freeze c.p.'s granted (ex- cluding 34 educational grants; 18 Dec. '54) .... Grantees on air 3821 311 Tv homes in U. S. (1 Nov. '54) 32.262.000§ U.S. homes with tv sets (1 Nov. '54) 70.7% ! •Both new c.p.'s and stations going on the air listed here are those which occurred between tl Nov and 4 Dec. or on which information could be obtained In 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 (not above ground), tlnformation on the number of sets in markets where not designated as being from NBC Research, consists of estimates from the stations or reps and must be deemed "PPro"; mate sData from NBC Research and Planning Percentages based on homes with sets and homes In tv coverage areas «re considered app.oximately. flln most rases the representative of a radio station which Is granted a c.p. also represents the new tv weratlon. Since at « tim It Is generally too early to confirm tv representatives of most grantees, SPONSOR ll&ts Uie 27 DECEMBER 1954 reps of the radio stations In this column (when a radio station hu been given the tv grant). NFA: No figures available at presstlrae on sets In market. iThis number includes giants to permitees who have since surrendered their c.p. s or who have had them voided by FCC. =Ch. 4 Is assigned to Beckley. W. Va. sped equipment would be purchased from WBKZ-TV. Battle Creek, Mich. 'Applicant owns and operates KELO-Ail-TV, Sioux Falls S D : applicant plans to operate an ofT-the-air interconnected network schedule from KELO-TY ^Applicant also operates KBES-TV. Med ford. Ore., and KIEM-TV. Eureka, Cal • Roseburg station would rebrcadrast signals from KBES-TV. "Station would serve only ai repeater station, duplicating programs from KGMB-TV, Honolulu. Applicant also operatee KGMB-AM-TV, Honolulu, and KHBC, Hilo. 47 UGHS! STARS! ONGS! Something different and exciting every week . . . to capture the most respon- sive audience in TV history! With Cantor alone, the show would be terrific! Add music, girls, dancers, starlets and guest stars like Brian Aherne, Don DeFore, Pat Crowley and many more, and the series is absolutely irresistible! Here indeed is a most magnificent triumph in TV entertainment! MUSIC... all special arrangements by DAVID ROSE (of "Holiday for Strings" fame) W f * . ZIV's GLORIOUS NEW TV EXTRAVAGANZA I COMEDY 1NEATRE // HURRY! Capitalize on the Cantor name and fame NOW before your market is closed. MS m f .1 112 lllilA 1 » M)m ITSL I? A Chart covers half-hour syndicated film prosj 1 ' 2 3 2 3 1 .^ r, 6 t 7 7 8 « .9 7 10 flank PtfT Top 10 shows in JO or more markets Period 3-9 November 7954 TITLE SYNDICATOR. PRODUCER. SHOW TYPE I Led Three Fives, Ziv |D) ttatlqe 711. NBC Film (D) >lr. I)i.«(ri<( .4 Forney, Ziv (A) Foreign Intrigue JWT, Shel. Reynolds (A) Fiberave, Guild Films (Mu.) C'ilii Detective, MCA, Revue Prod. (D) Favorite Story. Ziv (D) SU0ef*tnaflj Flamingo, R. Maxwell (K) Ellera tfneen. TPA (M) Amos "u* Andy, CBS Film (C) Average rating 22.1 2o.r> 20.0 /•>..-, 10.2 18.8 18.7 J8.3 J«.» 16.3 7-STATION MARKETS N.Y. LA. 7.2 73. 2 10:00pm ktlv 8:30pra 8.7 78.6 unr-tv ID kttc 6.4 70.2 u ||>C t v knxt 10:00pm 8.9 k ' i a t v 10:00pm 5.7 6.4 wpli >:30pin krop 7 :30pm 5.7 9.8 mill \> 30pm knit 10:30pm 5.8 WOl -lv 9:30pm 9.7 kttv 8:00pm 72.7 72.0 wroa-tv i (Hlprn kttv 7 :00pm 3.9 krop 9:00pra 7.8 9.8 wrbs-lv knxt 5:30pm 7:00pm ,STA- TION MAR- KETS S. Fran. 4. STATION MARKETS 20.5 25.5 kplx-lv 20.5 kron-tv 10:30pm 73.0 B 00pm 25.8 kplx 75.3 krun-tv 10:00pm 77.8 76.5 ken-tv « :30pm 6.3 knrr-tT 8 :30pm 5.3 k"\r-tv 6:30pm Benton Chi. Detroit Mlwkee. Mpl>. Seattle Wash. 20.5 wnar-tv 73.5 76.9 ki, 3STATI0N m> r>"- Atlanta Bait 70.3 75.3 ■rln whal-tr 10:00pm 10:30pm 10 30pm 10 Wm 74.3 77.9 78.5 72.3 27.3 25.5 76.5 wnar-tr uirntv mvj-tv wran-tv kit] 6:30pm 8:00pm 7:00pm 7:00pm 9:30pm 9 :30pm 7:00pm 27.8 74.4 74.3 20.3 24.8 23.5 77.5 wnar-tv vhkb wwj-tv wimj-tv k«tn-tv Hnj;-tv wmal-tv 9:30pm 10:30pm 10:30pm 7:30pm 9:00pm 10:00pm 76.5 76.3 win a wbal-M 9 30pm 1" 30pm ::: 20.0 7 7.3 Mhel t? 7:00pm 10:30paj : 20.5 6.7 10:30pm wen-tv 7 :30pm 25.8 kstp-tv ;i 80pm 8.7 WtOp-tV 7:00pm 73.5 73.7 7.3 35.3 78.3 22.8 5.5 nrbz-t? 3:00pm wen-tv 9:80pm WwJ-tV 6:30pm wtmj-tv 8 :00pm wrro-tv klne-tv 7:00pm • wt'g 1" ::c:-.m 78.5 wbz-tf 8:00pm 8.3 rklw-tv 7 00pm 78.0 75.0 wreo-tv klne-tv 10 :l~pml 0:00pm 72.5 77.5 70.0 wnar-tv 11 :30pm wnhq 9:30pm wjbk-lv 7:00pm 24.5 klne-tv 8:00pm 76.5 75.5 76.0 78.0 22.5 78.7 wnar-tv 6:30pm wbkb 5:00pm WTT7. tv 6:30pm wtmj-tv 4:00pm klne-tv 6:00pm. wrc - 1 v 7:00pm 79.0 wnar-tv 10:30pm 75.0 78.3 75.8 23.3 7.2 wjbk-tv 10:30pm wtmj-tv 10:30pm wrro-tv klne-tv 9:30pm 8:30pm wtte 10:00pm 74.5 wwj-tv 7:00pm 77.8 wlvw 9 :30pm 79.3 8.9 knmo-tv wtop tv 7:00pm 8.3 74.3 u]u a whal-tf 8:00pm 7 OOpa 74.3 wm»r-tv 11:00pm 77.0 n-aea tv r :00pm 27.3 78.8 wah-tv whal-tv 7 :00pm 7 OOpa 8.8 wiam 10 30pr 7 7.0 waaa l(i 30pi :■] Top 10 shows in 4 to 9 markets 2 I 3 4 4 S 3 6 .*» 7 8 7 9 1 1 1 The I 'of con. NBC Film (D) Stories of flit? Ollfliri/, Hollywood Tv (W) Tfie Whistler. CBS Film, Joel Malone (D) Gene tulrw. CBS Film (W) fiuicr Sanctum, nbc Film (D) Doug. Fairbanks Presents, interstate TV (D) f'foridii /ahaeh. Guild Films (Mu) I'm the Fate. MCA (D) ffoi/nf PlayhOUSe, United TV, Bing Crosby (D) Biff Baiter, I SI. MCA, Revue Prod. (A) 1 6.9 1 6.9 16. 16.2 I 1.3 E2.8 10.6 io.s 9.6 8.9 8.3 knxt 10:30pra 72.2 kttv 9:00pm 6.8 kttv 9:00pm 4.7 8.7 wnr-tv kttv 9:00pm 9:30pm 76.8 7.9 wrra-tv krra-tv : 10:30pm 2.7 3.4 wpll krop 10:30pm 8:00pm 3.4 6.2 wplx ktla S :30pm 8:30pm 8.2 4.4 wabd kttv S :30pm 9:00pm 3.4 4.4 wabr-tv ktla 10:00pm 8:00pm 77.0 krnn-vt 11:00pm 3.3 kovr-tv 7 :00pm 79.5 kron-tv 10:30pm 76.3 4.5 kovr-tv 2.0 knvr-tv 7 -30pm 5.3 rklw-tv 10:00pro 79.3 72.0 klne-tv wtnn-tv 9:00pm 10:30pra 73.8 wnar-tv 6:00pm 20.3 WTVZtV 6:00pm 6.3 74.8 wtcn-tv klne-tv 7:00pm 9:30pm 22.8 klne-tv 10:00pm 78.5 76.3 72.3 wnar-tv wbhm-tv w]bk-tv 6:30pm 5:30pm 6:00pia 77.8 klne-tv 6:00pm 6.8 rklw-tv 10:30pm 76.8 70.0 kstp-tv ktnt-tv 10:ir.pml0:00pra 4.9 wen-tv 9:00pm 70.5 77.0 wrro tv klne-tv 9:30pm 9:30pm 9.0 7 7.5 wran-tv wtrn tr 10:15pm 10:00pm 72.3 wbz-tv 3:30pm 8.2 wtte 10:30pm 9.3 6:30ptn 70.8 72.0 wtrn-tv ktnt-tT 10:00pm 10:00pm 72.5 wab-fv 11 :00pm Shnw Upe «yrrboli: (A) adventitre; (C) mmr.ly: (I>) drama: (Mu) muilral: (\V> v7*iUm. nimi Mated »r« arndlrated. half hour leneth. ielr<-ark ahowi are fairly atable from one month to another In the marketa In whtrh they are ihown. thla 1 murh leaier extent with arndlrated ehowa. Thla should be borne In mind when antlyTl : trenda from one month to another In thla chart. *Refen to laat month'a chart. If bl »ai not rale I at all In last chart or waa In other than top 10. CI u 1 1 flt-at Ion ta •STATION MARKETS ,Cleve. Columbus Phila. St. L. 23.8 25.5 73.7 wews 0:30pm wbns-tv wcau-tv 9:30pm 7:00pm 23.3 27.3 75.2 28.0 wnbk 7:00pm whv-c 7:00pm wcau-tv 7:00pm ksrl-tv 9:30pra 20.8 22.3 9.9 22.5 iwewg 0:00pm wlw-c 10:30pm wntz 6:30pm ksd-tv 10:00pm 23.0 25.8 73.4 wews 0:00pm wbns-tv 9:30pm wcau-tv 7:00pm 24.3 27.3 9.7 25.3 wews J:00pm wbns-tv 7:00pm WptZ 11:00pm ksd-tv 10:00pm 4.2 22.0 wfil-tv 7:00pm ksd-tv 9:45pin 77.8 wnbk 0:30pm 29.3 ksd-tv 9:30pm 27.0 78.5 20.0 78.3 "wnbk :00pm wbns-tv wcau-tv 6:00pm 7:00pm ksd-tv 6:00pra 79.3 kwk-tv 9:00pm 79.8 wtvn 7:30pm 6.5 wtvi 7:00pm 2-STATION MARKETS Birm. Charlotte Dayton New. Or. 25.5 49.8 24.8 40.5 waht 9:30pm wbtv 9:30pm whio-tv 9:00pm wdsu-tv 9 :30pm 23.8 44.0 27.0 wbrc-tv 9:30pm wbtv 10:00pm wlw-d 7:00pm 25.0 55.3 79.8 23.8 wbrc-tv 9:30pm wbtv wlw-d 8:00pm 10:30pm wdsu-tv 10:30pm 77.3 49.5 76.3 wbrc-tv 9:30pm wbtv 9:30pm wdsu-tv 11 :15pm 30.0 24.8 48.8 wabt "J :00pm whio-tv 7:30pm wdsu-tv 9:30pm 75.3 54.3 43.3 wabt 9:30pm wbtv 8:00pm wdsu-tv 10:00pm 48.3 9.8 47.3 wbtv 8:30pm wlw-d 7:00pm wdsu-tv 9:30pm 78.5 37.8 7 7.8 27.0 wbrc-tv 6:00pm wbtv 5:30pm wlw-d 6:00pm wdsu-tv 5:00pm 46.8 wdsu-tv 9:30pm 27.5 wbrc-tv 6:00pm 46.8 wdsu-tv 9:30pm 23.3 kwk-tv 10:00pm 39.3 wdsu-tv 10:00pm 37.5 ksd-tv 9:30pm 37.0 wdsu-tv 5:30pm 73.0 wtvn 8:30pm 73.5 37.3 wabt wdsu-tv 10:30pm 10:00pm 7 7.8 75.8 73.0 wews wbns-tv kwk-tv 8:00pm 7:00pm 10:30pm 73.5 kwk-tv 3:30pm 79.8 75.8 wbrc-tv whio-tv 10:00pm 10:30pm 20.3 wbns-tv 10:00pm 73.0 76.2 t wews wcau-tv p :30pm 10:30pm i In market is Pulse's own. Puis* 1 stations are actually received given market even though statio [>a of the maiket. determines number by measur- by homes in the metropolitan n itself may be outside metro- KTUL PACKS The BALLYHOO PUNCH In TULSA! In Tulsa ... it takes radio station KTUL to put on a full promotion. And that's why new Shopping Centers just naturally call on KTUL to handle the Grand Opening. KTUL offers a COMPLETE PROMOTION . . . advertising, publicity, remote broadcasts, personalities and western bands, clowns, balloons and a real old fashioned CALLIOPE and BANDWAGON. When the fabulous RANCH ACRES Shop- ping Center opened recently, newspaper was used on a one shot basis. Radio station KTUL handled the promotion on an exclusive basis . . . AND chain store managers proclaimed it as the largest opening in the Southwest. A few weeks later SHERIDAN VILLAGE climbed aboard the KTUL bandwagon for their grand opening. "It takes KTUL to better even their best promotions." Dletv developments on SPONSOR stories Here's the COMPANY You'll Keep DRANO DOLCIN CARDUI EX LAX WINDEX SOFSKIN GULFOIL BIONETIC SKINTONE STANBACK SSS TONIC CANADA DRY TURTLE WAX SINCLAIR OIL DIP 'N RINSE SCHLITZ BEER GEORGE'S OIL HOLSUM BREAD HALO SHAMPOO LIFE MAGAZINE BAYER ASPIRIN APEX PRODUCTS M-G-M PICTURES CIRCUS PEANUTS IDEAL DOG FOOD TENDERLEAF TEA LINCOLN-MERCURY FAIR MAID BREAD BRANIFF AIRWAYS UNITED GAS CORP BLACKBURN SYRUP BULL -OF-THE-WOODS VIVIANO SPAGHETTI PARSON'S AMMONIA POWERHOUSE CANDY RAYCO SEAT COVERS SHULTON OLE SPICE MANISCHEWITZ WINE VIRGINIA DARE WINE WILDROOT CREAM OIL ROBERT HALL CLOTHES CRUSTENE SHORTENING LADIES' HOME JOURNAL B C. HEADACHE POWDER GREEN SPOT ORANGEADE BONNIE BELL COSMETICS ROYAL CROWN PRODUCTS SATURDAY EVENING POST WAGNER'S ORANGE JULIP RADIO TELEVISION SCHOOL WISHBONE SALAD DRESSING RESERVE LIFE INSURANCE ITALIAN SWISS COLONY WINE UNCLE BEN'S CONVERTED RICE HERBERT TAREYTON CIGARETTES Write - Phone - or Wire SCC: How to get the most out of farm radio iinl i\ Is.SUO: 29 Dercmher 1952, page 27 Sulij«kt*t: Facta on lite farm audience Centra] Iowa farmers have about a? man] t\ Beta a* < itv dwellers. That's one of the findings of a survc\ made 1>\ WO I -TV and Iowa State College, Ames. Iowa. The survej wa- made during August and September and only actual farm homes were in< luded. The tv farm families in WO I -TV's viewing area apparently make use of their tv sets at a rate as great or greater than city people. In the average farm t\ home the set is in use about seven hours daily. The peak viewing times are between noon and 1:00 p.m., 4:00 to 6:00 p.m. and 6:00 to 10:00 p.m.— with the exception of Friday and Saturday nights when farmers stay up later. About !!((' ( of the farmers said they do most of their t\ view- ing in the winter. The survey results indicate that more than 60' j of the farmers have had their tv sets more than two \ears; about 25% between one and two years. One of the questions asked. "Do you depend more on radio or television for information which you need in your farming opera- tions?" The answers: 58.8% said television; 26.95'; said radio; 14.78r< said radio and tv about equally, and 3.47% expressed no preference. SCC: Bayuk fight* hack with 90^ televi- sion budfji I ISSIIC: 1j June 1953, page 30 Subject: (-'gar -ale- were slipping until Bayuk tried network l\ — which resulted in 12% sale* increase Cigar makers need to do more advertising. That's what William R. Baker, board chairman of Benton i. Bowles, told members of the Cigar Institute and Cigar Manufac- turers Association at their joint convention held earlier this month. In 1920 there were eight billion cigars smoked. Baker said, while in 1953 only six billion were smoked. In the meantime, said Baker, the U. S. population has increased b\ 57 million. And he pre- dated that it would increase b\ another 17 million during the next five years. B\ 1975. Baker forecast, there'll be 50 million more peo- ple with 50% more dollars to be spent than at the present time. Most industries spend from 5 to Id', — and some as much as 20' , — of their sales on advertising. But cigar maker-, he said, allo- cate onl) about 3', of -ale- for advertising. "You could name at least four individual cigaret companies each of which invests more than $10 million to promote -ale-." he -aid. Advertising for candy and chewing gum i- close to $20 million a year, Baker told the group. He said the -oft drink industry spends $25 million. \lmo-t as if he had planned an answer to Maker's speech, Walter k. Lyon, president of the Cigar Institute, told the group that "in 1955, we plan to conduct additional market surveys, especially in the drug and super market fields, and more aggressive advertising, promotion ami merchandising on an institutional Level. Bayuk Cigar.-. Inc.. which had seen it- -ale- slipping between 1949 and 1951. attribute- it- 12', -ale- Increase since then to two factors: New packaging and u program sponsorship [Saturday \ight Fights) which get- about $] million out of its $1.4 million budget. • • • 52 SPONSOR Each frame — each scene in the p?int must be perfectly matched to assure an out- standing film production. Leading producers, directors and cameramen know that Precision processing guarantees that individual attention. Skilled hands and exclusive Maurer-designed equipment are teamed to bring these perfect results to each Precision print. Even more important, continuing research constantly improves techniques that are already accepted as unequalled in the field. In everything there is one best... in film processing, it's Precision- r \n l ION FILM LABORATORIES, |NC 21 WEST 4-6TH STREET. NEW YORK 36. N.Y A division of J. A. Maurer, Inc. 21 DECEMBER 1954 53 Head and shoulders above them all ! (A year-end report to advertisers and agencies) Any place, it's not easy to stay head and shoulders above all competition. In New York, talent and production center of the nation, it's twice as tough. But WCBS Radio does it. Commands larger average audiences (and more quarter-hour firsts) than any other New York radio station . . . month after month, yea rafter year— 1954 included, of course! And with good reason. For Monday through Friday WCBS Radio has the most famous roster of big-name local personalities in the business. Names like (1. to r.) Galen Drake, Bob Haymes, Martha Wright, Bill Leonard, Lanny Ross, John Henry Faulk, Jack Sterling, Herman Hickman. Joan Edwards.* Names which mean that WCBS consistently places more programs on the list of Top Ten local daytime participating shows than all the other New York network stations combined! With such nationally-known local personalities attracting the biggest audiences in the big town, WCBS Radio is the buy of the coming year. Take the word of a happy sponsor:1 "In the first place, our schedule has had such an amazing cost per thousand figure that I doubt it could be duplicated anywhere. And the selling effectiveness is just as impressive. In the second place, your merchandising is terrific. We can actually see the dramatic effectiveness of each promotion." Make this New Year's resolution: To stay head and shoulders above your competition in 1955, use the big New York station with the big-name personalities. For availabilities, call Henry Untermeyer at WCBS Radio (PL 1-2345) or CBS Radio Spot Sales. New York City WCBS RADIO •Temporarily off the air because of illness. tName on request. CARS RECORDS . Pontiac \<-l N< 1 R. Meltzei \.l>. ■ \h. HISTOm Since cat sales usuaw) slump in the lull Weltner Pontiac decided this was the time in ti\ television. Company bought nine football on station KSAN-Tl {uhf). Games were sched- uled from 25 September to 20 Sovember. lour games had been played by 18 Octobei when Weltnet reported it hud sold its entile StOch of 60 L954 Routines and hud orders foi all oi then first quota shipment <>i L955 cars, vane nus 12,000. Figured on an average oj ■I hi foi each car, niter spending $8,000 company had made $180,000 in sales. ^\M\ San Francisco PROGRAM: Stanford, California football games SPONSOR: Whitehouae Co. AGENCY: Parker Adv. CAPSULE CASE HISTORY: In order to promote its package oj L8 Top Tunes in the Denier area, the White- house Company tried daytime tv. Whitehouse bought participations on Casey Kemp's Two Gun Theatre, a Western film strip, running Monday through Saturday. In the fust five days sponsor received 220 direct orders; Saturday's shou brought 107 more orders. Record ]>ack- age uas priced at >2.0r»; gross sales were S1.22S.00 in those six days. Cost to sponsor was $451. For each dollar invested It hitehouse received $2.72 ;'// immedi- ate direct sales. KOA-TV, Denver PROGB \M Case) Kemp's Two Gun Theatre SEWING MACHINES TV results SPONSOR: Rodnej Sewing Machine 1 IGENI 'i : Direct CAPS! LE CASE HISTORY: When you're trying to find the right customer for your product, stimulate business or rrit down on returns, television is the answer accord- ing to 1. Ratner, v.p. of the Rodney Sewing Machine Co. Rodney's first test campaign on television ran for one neck and cost $500. In that week they did $10,000 north of business. Campaign consisted of one announcement a day running two and a half minutes long and using a straight merchandising approach. WOKY-TV, Milwaukee PROGRAM: Announcement! SPORTING GOODS STRAWBERRY SODA SPONSOR: Hawaii Pan Pacific Store AGENCY: Direcl 1 ^PSULl 1 \S] HISTORY: KONA-TV decided to try something neu for the Hawaii Pan Pacific commercials on the III Imerican Game program. Station featured its on n salesman, Fred Briggs, in lice commercials pat- terned for him. Results jor Pan Pacific, distributors of H ilson and Brunswick sporting goods, uere substantial: Iftei the first trio weeks sponsor reported that 200 bowling halls had been sold. The average lor the year is about 600. Also 20 complete sets of Wilson golf clubs, at $200 a set. uere sold. Pan Pacific's eost lor each ,■ \,as - [00. KONA-TV, Honolulu PROGRAM": Ml American Game SPONSOR: I ml, Joe Bottling Co. AGENCY: Promoiions, Inc. CAPS1 1 1. < \-l. HISTORY: For many years strawberry flavor teas one of the poorest sellers for the I nele Joe Bottling Company. In July company decided to push scdes promotion for its Country Red strawberry drink in the Shreveport area. Company began sponsorship of a In-minute children's program. Al's Corral, on Thursday afternoons. Sales started increasing after the first shou and continued to mount. Stores which had once refused to stock Old Country were now finding a demand for it; company made big gains in neu distribution. KSLA uas only station used. Nine-week campaign cost ^~'.',~. ">(i. KS1 \. Shreveport, La. PROGRAM: U's Corral HARDWARE GREETING CARDS SPONSOR: Stubbs Hai M.I \i 'i Direi 1 1 tfSl II < IS1 HISTORY // hen 11 TOC-Tl decided to adapt a radio shou oi long standing to tv, the Stul bs Hard uaie Co. realized thai this would be a good buy for them. Program, The <>|,| Salt, is presented Tuesa nights lima 7 /<» 7:1") p.m. and features a well-known local sportsman who gives hunting ami fishing news. SponsOl uses shon in feature certain items it has in stock, each n eel. featuring Satunl.i\ l'ar'v IP®®® on the table... in the house. . . ^Wmm^ on the job! For more than four years, KPIX Kitchen, with Faye Stewart, has been Northern California's number one showforthe gal-about-the-house. With a kitchen as up-to-the-minute as your wife wishes hers were, with a touch at cook- ery or skullery as deft as you wish your wife's were (and would be if she could watch Faye) , our Miss Stewart makes husbands indirectly happy and wives and sponsors directly so. If you've a household product to sell in Northern California Faye has a spot for you ... in her heart and on KPIX Kitchen. Gooi Company Here are some of KPIX Kitchen's current sponsors. They'll be happy to have you join them. iP* WESTINGHOUSE BROADCASTING COMPANY, INC. 5 SAN FRANCISCO, CALIFORNIA Affiliated with CBS Television Network Represented by the Katz Agency WBZ-WBZA • WBZ-TV. Boston KYW • WPTZ. Philadelphia KDKA, Pittsburgh WOWO. Fort Wayne KEX. Portland Represen ted by Free & Peters, Inc. KPIX, San Francisco Represented by The Katz Agency 27 DECEMBER 1954 57 In the SOUTH'S fastest frow'tiq market/ POPULATION 1940 88,415 L958 197,000 RETAIL SALES 1940 ... % 20,251,000 1953 $184,356,000 : FIGURES RANKS 92nd IN FFFEC- TIYI- 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 petro-chemical market, select WAFB-TV, the only TV sta- tion in Baton Rouge, with programs from all -i networks, and our own highly-rated local shows. Tom E. Gibbens Vice Pres. & Gen. Mgr. Adam J. Young, Jr., Inc. National Representative {Continued from page 10) Don't get me wrong. Fur a man with a lew thousand dol- lar- in his jeans, seasonal problems, etc.. I think, a Todame company, of course) within a program, whether it be via the hitchhike or swapped sponsorship? The reason for doing this is price tag alone. No other. Why such poor animation in most tv commercial- I com- pared to Disney Quality)? Cot hi- tv film -eric-. Main another tv film -tar -et- up and maintains a lull schedule of promotional appearances in be- half of sponsors and stations. There ha- been much -aid and written about the question ol whethei a star -hould do his sponsor's commercials. To- da\ the trend, as 1 say, goes way beyond this. Intelligent performers will not onrj do dignified commercial-, they will go far beyond that. More and mine of them are becoming business men and thu- have developed an understanding <<\ business' problem-. In television particularly, there i- a growing realization on the part of -tar- that their job does not begin and end with doing the -how. Main of them, with increasing enthusiasm, are happ) to work a- "salesmen" for their sponsors, in a hundred and one different wa\-. This i- a healthy, sensible trend which can do nothing but good for all concern) d. * * * 64 SPONSOR ON THE AIR FROM 7A.M. TO 1A.M 27 DECEMBER 1954 65 a torn 111 on question* of current interest to air advertiser* and their agencies Iht radio find tv iteetl ci belter system of ttirttrds THE PICKED PANEL ANSWERS SINGLE AWARD BENEFITS l(\ Mark Goodson Goodton-Todman Productions I n ord e r I ii l awards in televi- sion and i adio to mean an\ thing, it •^ "• may eventually be necessar) for % ^. tin-in to be nar- ^k rowed dnw ii In a v *^- m single one. \\ith m great prestige, rather than a flock <>f them, some of which amount to nothing more than institutional promotion for a firm. Emulating the Hollywood ^cademj awards is a desirable, hut difficult, am- bition In realize. Aside from the fact thai there are so man) small competi- tive awards whicl I\ serve to water down the larger, more meaningful presentations, there are other problems inherent to radio and television. First, the imlii-liN does not present new piod- iii t as regularl) as the motion picture trade does. This means that after a show has 'made good," although it continues to he aired and ma) even gain in popularity, perhaps improve despite the fad that it has ahead} won an award, it must he ignored in favor nt newer, if nol necessarily better or freshei fare! For the much-needed constancy, each m;u awards should be considered lor new shows, a- well .1- Foi those thai have been on the aii foi some time. \i [east one well-known award has evolved a ver) successful category se- ll < linn, which maj \ ei j well be pei - feci for award-giving. It is important thai the u: 1 < > 1 1 j > - are nol too wide and nut too n.11 row. \\ hen the promoters nf various prodi* ts, events and organi- zations move in with plaques and statu- ettes, scrolls and gov- erning the various awards that insures due recognition to outstanding pro- grams in all categories. It would be impossible for an) one competition to give clue- credit to all worth) programs, ■ oncepts and tei uniques. The recognized awards in this in- dii-lr\ have developed systems based on \ears of experience. They are gen- erall) given b\ non-profit, national or- ganization- or foundations and are based on competent and unbiased de- cisions. Broadcasting is designed to ser\e all segments cultural, social and eco- nomic— of our population. B) this token, the wide variet) nf points of \ iew brought to bear by the awards systems is of indispensable value in spurring the industry to improvement in all phases of its operations. Occasionally the suggestion is heard that what broadcasting needs is a sin- gle award- system corresponding to the \c aih m\ Awards for motion pictures. To this I am opposed, and so are most of us in this industry. I feel strongly that the various awards s\stems in broadcasting are doing a fine job. and that the wide range of criteria gives broadcasters a wide range of target- in the quest for recognition and leader- ship. It i- obvious that not ever) top-notch program can win in am »iven year, no matter how man) competition- there were. But it i- certain that the pro- grams which do win for one reason or another are representatives of the best and most forward-looking in our in- du-lr\ . K E Y 1 s s U E Shou d there be a cl Kill ge to a single sys em of awards spi HIS ored b\ the inch; -tr\ ? The . •oiiunents on these - take up the (iio- and 1 oii- of a single aw aid -\ stem. 66 SPONSOR ONE AWARD BETTER By Henry G. Fownes, Jr. MacManus. John & Adams, New York The trouble with the present sys- tem of tv and ra- d i o awards is that there is no one industry rec- ognized source of awards. At the present reading there are at least four major sources of awards, each a recognized authority by some segment of the industry ( especially the win- ners ) and each offering a varying amount of publicity. I suspect that the public is rather confused by all the presentations, perhaps even suspect of some of them as a means of gaining publicity for the donors. I believe the radio and television in- dustry should follow the lead of the Motion Picture industry, which has established the American Academy of Motion Picture Sciences as the one su- preme source of industry awards. Ob- viously, our problem is not so easily solved insofar as the production of ra- dio and television shows is not local- ized as is the production of motion pic- tures. Recognition of local radio and television programing and talent is ex- tremely important and any new system of awards would have to recognize this fact by having representative judges on the local level. There is a way by which the granting of national and local awards can be established as the one industry recognized source, but I doubt if most people in the business would look too kindly upon it. This is very simply a panel of critics large enough to be representative of the country as a whole. This panel could be asked to once a year grant awards in all categories and it would be up to the industry to surround the granting with enough ceremony and publicity to establish the CRITICS AWARD as the Oscar of the radio and tv industry. While most people will agree that a panel of critics is well qualified to rec- ognize artistic excellence, I doubt if most people in the industry would want to give the critics any more voice in programing than they presently have. Nevertheless, these man make a living watching television and listening to ra- dio, which is more than can be said for any of the a-ward panels presently operating. National products get best results CASH REGISTERS RING RESULTS Product labels mailed in by housewives playing for cash prizes, play a merry tune of profitable advertising wherever kash box has been used. NATIONAL PRODUCTS USING KASH BOX ON KGA immediately following highest rated Don McNeil's Breakfast Club . . . will force sales throughout the hard to sell inland empire by using radio time, plus three newspaper tie- ins and display space in five Spokane Super Markets. Your products are bound to move. BONUS IMPACT . . . KGA's 50,000 WATTS. The only 50 kilowatt radio in the nation's fastest growing market . . . Command listen- ers everywhere . . . give buyers the lowest cost-per-thousand. KGA • • • Represented by: Venard, Rinpoul and A McDonald g Chicago — New York — San Francisco n Los Angeles Affiliate 27 DECEMBER 1954 67 Sponsor get* s* 100.000 worth of time via promotion contest I he value oi running a station pro- motion < ontest i an be computed in dollars and cents. Lehn & link Prod- ii. i- ( orp. found this out when it tab- ulated results of a station promotion managers1 contesl lor ii- VBC I \ program, the Neu Ray Bolget Show. Through Lennen & Newell, it- agen- . \. Lehn & Fink offered S250 cash to the promotion manage] who did the best job of promoting and merchan- dising (tie show and the sponsor's produi t. \\ hen the conte t began, onl) >9 \BC TV stations were in the line- up. I lie list eventually reached a to- tal of 69 outlets, of which 57 got the contest announcement. There were 45 entries in the contest— or a response of 78.9%, considered very high. Mrs. Doroth) Albee of WILK-TV, \\ ilkes-Barre. Pa., collected first prize. Robert Baldrica, WXYZ-TV, Detroit, won $150 second prize; Hey wood Meeks, WMAL-TV, Washington, won S100 third place; Ken McClure of KROD-TV, El Paso, placed fourth to win $50. All entrants — winners or not — received a black and gold beer Hh»H shows sponsors what ad dollars will buy WKOW and WKOW-TV, Madison, are giving advertiser* visible proof of what their newspaper advertising dol- lars will buy on a radio or tv station. The stations are sending out pam- phlets which feature miniature news- paper pages. Various sizes of news- paper ads are indicated on the minia- ture pages. Next to the newspaper page is listed what the same amount of money would buy on radio and tv. A typical page of the tv booklet says "If you use a t x 9" newspaper ad \oii can stretch your advertising bud- jet with 15 minutes on WKOW-TV. I he average newspaper reader spends only 12-15 minutes per da) reading his daily newspaper. The average t\ familv Bpends 1.65 hours viewing tele- vision. ..." * •* * L&N's Albert Plaut gives Dorothy Albee prize mug inscribed with their name and station call letters. The agency estimated that the total value of extra time gained through the contest exceeded SI 00.000. One station, for instance, documented $7,- 500 worth of extra spot time, while another documented more than $6,00.0 for extra service. The average was more than S2.000 per station. Judges for the contest were Dan Shea, v.p. and merchandising director of Lennen & Newell; Gene Accas of ABC; Charles Sinclair, senior editor. SPONSOR; Florence Small, Broadcast- ing-Telecasting. • * * Tips for sponsors, programs In 'Tv Program Exchange' Local advertisers, agencies and sta- tions are being offered a monthly di- gest of "tested and successful sales and program ideas." Called the Tv Pro- gram Exchange, the digest is being produced by the National Research Bureau. Inc.. Chicago. Idea Exchange includes a sales sec- tion which comes in a loose-leaf bind- er and cn\ers dealer cooperative plans for televi-ion. It lists the manufaetur- i i s cooperative allowances, copv re- strictions and tvpe of material avail- able (such as s(,UIU] film, slides, pre- pared copy). A monthly television new- letter for station salesmen accom- panies the co-op data. The digest also covers tv program idea-. It reports ease histories of test- ed shows, photos of the sets used in the -bows and other information from the stations. NRB1 is located at 115 North Dear- born St, Chicago 10. 111. * • • YcifioiHif Brush Co. keys commercials to weather Commercials keyed to changes in local conditions are being telecast this winter b) the National Brush Co. foi its Sno-Chaser auto brush. The brush firm's agency. Charles 0. Puffer Co., Chicago, sent one-minute announcement films to 11 tv stations with instructions to air them only dur- ing inclement weather. The auto brush is a long-handled brush designed to whisk away snow from any part of an auto. On the other end is a plas- tic scraper which breaks up windshield ice without showering ice chips on the user. It comes in a pliofilm case. Stations on the current schedule include WNBQ-TV. Chicago: WNA( TV, Boston: WCCO-TV. Minneapolis: WGR-TV. Buffalo: KLZ-TV, Denver: WHAM-TV, Rochester WHO-TV, Do- Moines: WJBK-TV. Detroit: KMTV. Omaha: WTMJ-TV, Milwaukee; WHEN-TV. Syracuse. • • • Latest Crosley promotion: greeting cards to admen Crosley stations are sending hand- written flower-bedecked cards to time- buyers pointing out the advantages of a Crosley Group buv. Written in an intimate, friend-to- friend style, the message goes along like this: "Hello! I have a hunch you might be suffering from either swollen inven- tory, shrunken budget, or both — so many people are these days! If you want a sure cure for what ails vou. give me a call — I know a great M.D. (doctor of medial here at the Croslev Group. There's nothing like his new rate structure treatment. He'll have you walking on • C.G. I air in no time. . . ." The cards are signed with girls" names, include the phone number of the Crosley station in Cincinnati. • * • 68 SPONSOR Brieily . . . When KTRK-TV, Houston, went on the air it staged its own "spectacular." The new outlet telecast a live program from Houston's Music Hall theatre fea- turing James Melton, Peter Donald, Marguerite Piazza and other stars, plus the Houston Symphony Orchestra. * * * There's keen interest in fm table model radios at modest prices says Henry Fogel, president of Granco Products Inc., Long Island City, N. Y. Fogel said that response to his firm's "Music Hall" set, priced at $29.95, "already exceeds our fondest expecta- tions. . . ." "Until now," he said, "price has stood in the way of fm. But with fm sets within the reach of the most modest family budgets, the fm audience is bound to multiply many times." * * * WTVW (tv), Milwaukee, is using 12 of the city's omnibuses for bus- sized ads (see picture). The station's also using 500 three-sheet posters and 200 21 x 44 inch cards mounted on the outside of busses. Smaller posters inside the big bus-sized "spectaculars" are used to promote specific sponsors and programs. * * * Radio stations should dramatize the discount advantages of long-term use of radio. That's the belief of Robert E. Eastman, executive vice president of John Blair & Co., radio station rep- resentatives. Eastman recommends that radio stations list the 52-time rate first on their rate cards, with one-time rates listed last. "While a single change in the basic structure of a rate card won't induce advertisers to change their plans," Eastman said, "it will serve to focus attention of buyers and sellers alike on the advantages of con- tinuous long-term use of the medium. (Please turn to page 93) V n 'V..' k i t » / ■ Ik W :J , Sea Monster in the Mountain West? l- Lots of local residents claim to have seen one in Bear Lake, some 85 crow-flight miles north of Salt Lake City. ,'/// ////ft f.y ,U But, it's no myth as to which television station in the area is the most popular. KSL-TV has the upper hand - whether you count families watching or spot advertisers using!* For more information on how to boost your sales curve in the growing Mountain West market, see CBS-TV SPOT SALES, or call . . KSL-TV SALT LAKE CITY ■Ay 8tmo\ '^i A , CBS-TV in the Mountain West 1a-' &\ J\,y. ' Sources upon request. Va 11 DECEMBER 1954 69 BLOCK DRUG I ( ontinued from /«/£<' 37 i ^nt the abilit) to reach that prosper t .it tli<- psychological buying moment. \\ hj then should an) advertise] be a prophet of doom as far a- radio is . on< .1 tied ' I . an tell 5 "ii we re not Last month we bought a network radio show. \ few months ago, as tin' John Blair Company will attest, we were the li ■ ~i ones t<> put thei] new pa< kage plan under the advertising microscope. \t !T like a faucet, with the baresl kind ol h advertising. Bui this hasn'l been oui onlj tv bu< . ess Btoi j . I ..I an amazing example <>f televi- sion's pulling power, let me relate an experience which happened in Fehru- arj l(,")l "ii our network program, Same That Tune. If you've seen the -how. >ou know tliat listeners send in songs which, if -clii ted enable them to win cash prizes. We ran three announcements — not 30, but three telling listeners that if thej senl in an Amm-i-dent boxtop and their son--- were selected, they'd win a S.->il<> Saving* Bond as an extra prize. // ;/// three announcements, just three, we received J}30,000 boxtops. And the cost of the pra motion was four bonds, or &1,500, and handling charges. I have checked the record books on this one and believe it will go down as the greatest boxtop return ever recorded f<>r bo low a cost. So demonstration and impact must certainly lie emphasized as special as- sets "t 1 1 1 i ^ medium called television. Bui what are some of the others? \\ c-ll. certainl} memorability of ad- vertising IS a factor that deserves spe- cial mention. Without getting into the statistics and slide rule division, let me merely saj tlii>: People remember a message the) see and hear, longer than the\ remember a message they either read or hear separately. I was reading Ad- ams" " Advertising and Its Mental Laws'' last week, one of the earliest \ the reten- tion of advertising messages. ^ et, in his day, radio was such a baby and television was non-existent commer- cially, so no direct reference is made to the memorability of sound media in his book. However, in his studies of retention, he makes this point: "Repeating the same advertisement time after time will give increased memory value. Increasing the size of the advertisement will still further im- prove iin-iin.iv v.ilur. \nd presenting the same appeal in different ways on successive occasions is still more ef- li-( rive." Since Adams' time then- have, of course, been manv Btudies verifying his observations. Hut I think this old professor would a«ree today that tele- vi-ion does all of these things and does them extremelj well. Television permit- repetition. Tele- vision presents each advertisement with dominant impact I What the print media boys call 100', Starch.) Television enables the same appeal to be presented in different ways on suc- cessive occasions. So the original psychological laws of advertising still apply to this new and growing medium. It can take the advertiser's message and pound it home to the tv viewer as no medium can. On the horizon, of course, is color. Those of vou who have alreadv wit- nessed color tv. I am sure recognize what a powerful additional force this is going to be for the advertiser. Sud- denly, advertisements will contain everything you could hope for from a promotional standpoint. You'll have NOW Stronger pull than ever! KMJ-TV FRESNO, CALIFORNIA • CHANNEL 24 boosts power! Video power up to 447,000 watts Audio power up to 223,500 watts . . . increasing signal power 12.58 times KMJ-TV pioneered TV in this important inland Cali- fornia market. It's the San Joaquin Valley's most-tuned- to TV station0. Now, with a powerful new signal and the finest transmitter location in the Valley, it has more audience pull than ever. And more than ever, KMJ-TV is your best TV buy in the Valley! KMJ-TV — Fresno's First Station — First in Power — First in Audience Paul H. Raymer, National Representative 0 KMJ-TV carries 19 out of the 25 top-rated nighttime pro- grams viewed in the Fresno area. (October 1954 ARB report). 72 SPONSOR ASK YOUR NATIONAL REPRESENTATIVE You're on the verge of a decision, and a problem. What business papers to pick for your station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which business papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. I SPONSOR The magazine radio and tv advertisers use 21 DECEMBER 1954 73 .. sound, • olor, motion. Is it too much to expect thai the <>lr that gives a brand stature among its competitors. Not in tin- eyes of com- petitors, but in the eyes of the public. \\ c considei oui Dangei program on 1 < BS network in that category. [Editor's note-. Since the storj «;i» written Block Drug has cancelled Dan- ger. The low-budget show's rating Buf- fered from thr more expensive compe- tition and the firm feels it can do bet- ter at present in spot tv. i Our network show placed Amtn-i- Broadcasters are now receiving seven important program scripts from BMI on a regular basis. These scripts are filling a vital role in the daily programming logs of stations in every section of the country. BAD makes no charge to its licensees for this program Bervice. Each script is designed as a practical program and its use for commercial sale is encouraged. BMI scripts ranging from five-minute shows to full hour concert music presentations, are mailed to BMI-Iicensed stations on a monthly basis. They are written for com- mercial use and tailored to the needs of all types of radio and T\ operations. BMI scripts arc perfectly suited both to the station with a -mall Staff, limited facilities and curtailed budgets, as well as to the large operation with full orchestra and complete program staff. For lample scripts and complete detailt please write in Station Service Department BROADCAST MUSIC, INC. :> 8 9 I I F T B AVENUE • N I \\ ^ () K k IT. N . Y . M \\ YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL dent on an equal plane with the Ipanas. the Pepeodents and the Colgate-. \- I say, it's an indefinable, an in- tangible hut I think it's there as a tele- \i-ion \alue. There are advertisers who will admit to you that two half- page ads in a newspaper will deliver more readership than a single full-page ad. But the) use that full page for exactl) the same reason we employ a network vehicle instead of spot — to showcase our items. Some war- ago 1 came to the ad- vertising theorem that all media can sell merchandise. I -till hold to that helief today —that if the advertising doesn't do the job. it's the message not the medium which deserves the blame. I his final word of caution, then. If you have used radio or television to sell \our product and the results have been far short of expectation, re-examine the basic copy idea. Don't indict either radio or television for merely transmitting a weak sales mes- sage! And finally, study the combina- tion of the two. Was the message right for the me- dium or the medium right for the message? Instead of soul searching, substitute researching. It may lead you back to a medium you write off erroneously! * * * WASH WELL {Continued on page 44 1 high for the launderette-type of busi- ness, according to Harwood. is in April. After tv began in the fall of 1953. the Wash Well's business reached what the management believed would be an all-time peak the follow- ing April. But business did not taper off after April 1954. instead continued to increase I note July figure quoted above i . How did the tv commercials suc- ceed in getting across Wash W ell'* message to the public? At the outset, three one-minute films were made. Planned, written and su- pervised b\ Harwood Advertising, they were produced right on the prem- - - of the Wash Well plant. I Actual filming was done by Ted Offert. owner of Arizona Tele Ad Productions in Tucson.) Cost of each: about $135. Each film dramatized the drive-in car-door attention, the one-stop laun- dr\ and dry cleaning convenience and the fast service. Uso pointed up. with 74 SPONSOR lation in New jersey covering 82% of the state plus a big bonus in New York with audi and 8 out of 10 are retail which has been firm for the last 5 years and is now better than ever the answers to a New Jersey sales problem call your waat man ... he knows this market waat 970 on your dial 1020 Broad Street, Newark 1, N.J. Mitchell 2-6400 575 Madison Avenue, New York 22, N. Y. PLaza 5-1331 21 DECEMBER 1954 75 tin- aid "i -< enea in the plant and ( lose-ups, were qualit) of the work. the cellophane wrapping used on the finished garment, economy and the t.i, i that all work was done right on the premises. I [ere is a Bample « » t the audio in one of tin- film-: "Whj waste these hour- waiting foi tuteman to pick up one da) and delivei days later? ^ our laundr\ ami drj < leaning can be read) w hen \ ou want it. if you drive to the Wash Well, where one-stop laundr) ami dr) clean- ing saves you up to 20%. Wash \\ ill I tern set \ ice i- wonderful. Don t even leave your car. An attendant take- youi laundr) ami dr) cleaning, ami \oiii special instructions. Clothe; air < arefull) inspected . . . spots ami stains expertl) removed . . . pockets nd cuffs cleaned b\ vacuum brush . . . and dr) cleaning done with gen- tle, odorless cleaning solvents, and the latest equipment . . . right in the Wash Well. Clothes arc pressed beautifulh undei electronic control . . . ruffles and hi' k\ pleats are expertly finished and nun- coat -leeves soft-roll pressed, if requested. Drive to the Wash Well, where service on shirts and drv clean- ing means 'in today, out tomorrow, at no extra charge'." [wo him announcements are run each week — one on each station. The .onniur. ial on KOPO-TV, the CBS T\ outlet, appear- Sunday evening at 8:00 p.m.. right aftei Private Secretary. On KVOA-TV, an NBC T\ affiliate, it appears each Wednesda) at 9:00 p.m., immediatel) preceding the Kraft Thea- ter. The films are rotated. i \ new one-minute film a combi- nation of animated effects and action -eijuences of the Wash Well operation — wa< recentl) produced and has been added to the schedule. * \- Boon as the commercials were launched on the air, business began to pick up, states Joe Tofel. People drove in and made reference to the commercial. Points out Tofel: "Aftei nearly a year of operation, after spend- ing lots of mone) on advertising, we still heard this: *I didn't know you did your own cleaning or shirts till I saw it on t\. But most definite!) tlie\ saw. and came in— which is all we wanted to accomplish."' ******** "So strongly do I feel that television* both as we know it now. and as we will scarcely recognize it but a few year- or months ahead, is the most powerful force for good or evil that has ever been unleashed on the public; go strongly do I feel that our only chance to keep it in the realm of free private enterprise is note; that I cannot find words to express the conviction that all of us, each of you. must find the mean- to make your station the public servant that was contemplated by the most starry-eyed idealist who ever used the phrase 'public interest, convenience and necessity'." LAWRENCE H. ROGERS II Vice President & Gen. Mgr. WSAZ, Inc.. Huntington The number of customers served li- the Wash Well averages 350 to 100 daily, with a Saturday peak close to 600. Prior to opening the Wash Well, Joe Tofel and Al Gilberg operated a laun- derette, farmed out dry cleaning and shirts to a large commercial plant. Volume had reached SI. 200 a week. which both partners felt was about the limit -ince they had nothing further to offer to increase sales. So they dc- cided to expand and conceived the Wash Well. On 19 December 107)2 Wash Well was officially opened. The 6,500- square-foot building contained both laundry and dry (leaning facilities. with up-to-date equipment. The laun- derette offers customers their choice of wet wash, fluff dry. flat finish and complete finish. It contains 36 Bendix commercial automatic washing ma- chines, which allow each family bundle to be washed "sanitarily separate." There are also half a dozen larger washers. In front of it< building, the Wash W ell has a large, double-face, change- panel sign (see cut), with room for three-line messages which are con- stantl) changed. The messages vary: sometimes they plug Wash Well's ser- vices; sometimes there appears a slo- gan for Red Cross, the March of Dimes, or other community-interest en- terprises. About 28,000 cars pa— this sign daily, estimates Joe Tofel. who considers the sign a most effectiu- at- tention-getter. But attention-getter extraordinary for Wash W ell has been tv — which i- whv the compan) gives it all of its -".600 annual budget. * * * WH.| VHF CHANNEL Q MANCHESTER. N. H. THE BEST SIGNAL— AND LOCAL COVERAGE FROM WITHIN THE MARKET i Htrnpthhi 113,825 TV families Coverage of northern Mastachusetts — Lo Eavtrhttl, FUchburg area 235,063 TV families PLUS < ■ touth and Vermont 13,200 TV families PLUS I ; Mcmt 19,250 TV families Total PRIMARY coverage 381,338 TV families FOUR MILLION PERSONS LIVE IN THIS AREA Represented by WEED Television Corporation £L& 75 SPONSOR It Costs No More To Give More— If You Give The Bonus In Savings Bonds! If your company is one of the more than 45,000 com- panies that have the Payroll Savings Plan you know what your employees think of Savings Bonds — they spell it out for you every month in their Savings Bond allotments. If you don't have the Payroll Savings Plan, and are wondering whether your people would like to receive their bonus in Bonds, here are a few significant facts: — every month, before they get their pay checks or envelopes — 8,500,000 men and women enrolled in the Payroll Savings Plan invest $160,000,000 in U. S. Savings Bonds. — Payroll Savers hold their Bonds: In the three years since the popular E Bond commenced to mature (May, 1951 to September, 1954) over $14,000,000,000 have come due. Throughout this period approximately 75% of the maturing bonds were retained by their owners under the automatic extension plan. — on September 30, 1954, the cash value of Series E and H Bonds — the kind sold only to individuals — totaled 37.8 billion dollars, a new high. To the Payroll Saver, and to the man who buys his Bonds at a bank (because his company does not provide the Payroll Savings Plan) a One Hundred Dollar Savings Bond looks bigger and better and is bigger and better, than a check for $75. Make this a merrier Christmas for every employee. Give the gift that keeps on giving. . The United States Government does not pay for this advertising. The Treasury Department thanks, for their patriotic donation, the Advertising Council and SPONSOR PUBLICATIONS INC. 21 DECEMBER 1954 77 YEAR-END STATEMENTS 8< ' Year-t nd 1 1 pot t, /""j' 29 Robert I . Kintner, President, tlt( : I he yeai jusl 1 1 - > ~ i n v -aw two significant trends established at t In- American Bi oad< asting ( lompan) which should be of particulai interest to advertisers in L955. In radio, it is tin- accelerated hu-i- ness a< ii\ ii\ at the \ B( Radio Net- work, demonstrating a decided re- surgence of this advertising medium. ' I " 1 1 i — increasing business activit) 1 1 . i ~ been brought about bj a < ombination <>f highly-successful saturation radio campaign packages, programing blocks of proven abilit) to deliver a choice .uid growing audience and greater cost efficienc) l"i each advertising dollar. \- ,i i » ~ u 1 1 of this resurgence of radio at \l'>< . the Network will enter the first quarter of 1955 with more < ommercial time sold than for the cor- responding 1954 period. This trend of advertisers to U3C Radio. I am cer- tain, will continue throughout 1955. The most significant fact for telex i- sion iii 1955 is this seasons emergence of three- -not just two— major televi- sion networks. \l><' Television's tre- mendous proxies- in the four basic yardsticks bv which a network is judged — programing, clearances, rat- ings and advertisers- now compels the attention of all advertisers. No longer i- a sponsor restricted in his choke of networks. Now. for the first time, he can select from among three major television networks. I955's advertisers will he able to enjov this luxurv of choice with the added incentive of establishing a valu- able franchise on ABC Television — America's fastest growing television network. Idrian Murphy, President, CBS Radio: The challenge that face- all of us in radio in 1955, it seems to me, is how to harness, package, and sell what i- unquestionably a great force in American business. Radio regulai l\ rea< hes more homes than an) other advertising medium. I < >t.i I famil) hours of radio listening at home continue at a ver) high level n ore than 900 million per week and . nl\ l'!;', fewei than before television. \nd radio ha- man) new values to offei advertisers including a big and >till unmeasured out-of-home audience thai i- \ irtuall) all new >in< e 19 18. \\ e are now able, for the firsl tune. to report a< i uratel) on the numbei and location o| radio sets. In a lew week- we will also be able to tell ad- \eiii-ei- just how much listening is j oing on in that huge medium-within- a-medium, the 26,180,000 radio- equipped automobiles. \nd on the < BS Radio Network out new evening strip programs are now bringing to nighttime radio the bi to the Fact thai success in programing es- sentiall) depends on the abilit) to build a program schedule thai will provide continuous and lasting enter- tainment at the lowe-t cost-per-1,000. We feel (hat in 1955 even more ad- veiii-er- will be guided bv the polk) of continuit) and repetition. I he New Yeai also will see further expansion of our color plans. Adver- tisers participating in the CBS Televi- sion color rotation schedule gained ex- tensive experience in color television production, in problems of lighting and makeup, and in the techniques of preparing color commercials to pro- duce the best possible reproduction and the most effective display. This experience is sure to be of inestimable value for the future as color takes on greater importance. \- the rotation schedule moves into 1955. a total of 69 of the network's affiliated stations are equipped to carrv these programs in color. More and more stations will acquire color equipment and find in- creasing audiences for the 1955 ex- panding schedule of color programs. * • • Ted Bergmann, Managing Direc- tor. Dn Mont Television Network: television will continue to grow in billings and in attracting an increas- in^lv larger percentage of advertis- ing's total expenditures though 1955s increase over 1954 will he somewhat less, percentagewise, than 1954s in- crease over 1953. This is due to the fact that available Class "A" time was |intlv well filled up this \ear and sub- stantial investment in these periods will now be likeh to increase onl\ as new stations go on the air in the bet- ter market-. \s to the course television will take — \\ e at Du Mont believe that televi- sion will shape itself into whatever forms are dictated bv advertiser's needs and budgets, by the abilitv of networks to clear station lineups that sponsors call for. b\ a -oft c onsumer market, or a firm one: in short, bv the monev that advertisers make avail- able to it. Having pioneered and |>n>ven both the efficac) and the need of programs that enable sponsors to -bare the cost of tv time and noting no reversal of the trend towards rising costs, we ex- pect to sec more programs financed bv various "share the cost' techniques. Because so man) stations are -old out on all Class "' \" time, we expect to see an in< rease in the use of film, both to handle national business and to sup- port local programs adequately. {Statements continue page Jit'1 78 SPONSOR •I * thy wouldn't dare'7 That's what they said the day before Pearl Harbor. Remember? But by now you'd think people would have learned. Let's face it — we must be ready for disaster at any moment. It may be an atom bomb — or it may be a fire, a flood, a hurricane. It's only common sense to be prepared for it, whatever it is. Take these precautions TODAY: J Enlist the help of your local Civil Defense Director. ] Check contents and locations of first-aid kits. ] Send staff to Red Cross courses. They may save your life. I I Promote preparedness in your community. Your local CD Director can show you how. Set the standard of preparedness in your plant city — check off these four simple points NOW. © 27 DECEMBER 1954 79 YEAR-END STATEMENTS Set ) ■ cur i mi >■< /mi i. /xii/i 29 ! humus /-. 0"\eil. Chairman, MBS: No prophel can foretell the fu- ture t < > 1 c - ill radio anymore than he Foi ■ -•■• .ill of tcl<-\ ision's possi- bilities, However, based on the tempo . i Mutual- Bales activities during the jM-t several months, we arc convinced ni network radio's i ontinuing Btrengtb and tremendous Belling power. In this period, new business and renewals representing %9 million in annual - hillings (all contracts for 52 weeks i were signed for 1955 by 14 of the country's leading advertisers. \nd the recentl) completed Ward Btud) of dail) living habits has sub- stantiated radio's impregnability. We are now making available the lull interpretation of the study to ad- \i itiser's so they may know the new I. ii l- on total listening — everywhere. I ii t- alread) harvested from the Ward survev which reaffirms radio's posi- tion: radio is listened-to by 58% of al! the people in the country; radio is listened-to in all rooms of the house, and wherever people go outside; ra- dio's available at-home audience con- sists of 67,000.000 people; radio ex- erts a constant influence on the more (ban ')(>' , of the radio-owning pub- 1 ii : from 6:00 a.m. to 6:00 p.m. of all people exposed to broadcast media —70% are listening to radio, and 30% are watching tv. This continuing show of strength for radio is also strongly reflected by the almost 5,000,000 additional radio sets bought this year. They're being bought because people are using them. Radio's unparalleled circulation today reaches Americans through more than 110 million radio sets . . . radio is con- stantly within easy reach of people . . . in almost 47.000,000 homes ... in more than 26,000,000 automobiles . . . it j nes on vacations with them ... it goes to picnics, beaches and parks. Radio is able to reach virtually the entire population at any time, and reaches a considerable part of it at all times. I In- combination of the continuing growth ill radio, it- Bales effectiveness, .mil tin- important fact that radio is tnml\ established as a force which af- fects the working, playing ami buying habits ot the majority of individual Americans portend a long ami vigor- ous lilt- for network radio. Sylveater L. Weaver, President, \ll(.: Color television, harnessed to the -ale ol goods and services, will ex- plode tin- American economj to a new high. Color television, the one perfect sales tool, will be put to use by you advertising men to stimulate the flow nt goods from producer to consumer to create desires for more and bet- ti i products of our vast industrial machine. . . . On the NBC Radio Network we have patterns and plans to fit the needs of any and all national adver- tisers. . . . The sales patterns we are developing are bringing into network radio clients it should have had years ago, but was never able to reach be- cause it was frozen to conventional patterns established at its beginning. \t the same time, we are making the conventional use of network radio a still more attractive buy for those who prefer this pattern. (Mr. Weaver's re- marks are excerpted from recent talks. | John Blair, Retiring President, State Representatives Assoc: I have never felt it wise, each year at this time, to conjecture as to whether business will be good or bad during the ensuing year. Business doesn't just happen to be good or bad. In the broadcasting field, we can go a long way toward controlling the state of business by improving the quality of our product, which is basically pro- graming, and by improving our crea- tive selling techniques. If we have a sound product, and we go about pre- senting it with vigor and imagination. we should have no difficulty in selling. Assuming that these conditions pre- vail, spot radio should do well in 1055. Among other things, the medium should benefit from increasing use of the saturation technique which dem- onstrated its effectiveness so well this past year. Our feeling is that many advertisers are just beginning to un- derstand how to use spot radio well. Creativit) in programing and sales are just as essential to spot television as thev are to spot radio. We do know that spot television is moving from its rapid growth phase into a phase of greater competition, both with other media, and between the growing Dumber of television stations. Nevertheless the enormous selling tone of the medium is so valuable to the advertise] thai the total amount of 1 1 . < . i n-\ Bpenl in the medium should continue to erow. Frederic R. Gamble, President, A. A. A. A.: The future of television and radio, like that of other advertising media, is bound up with the future ol the economy. \nd the economic future seems bright, especiall) long-range. For this reason it s,.(.nls Hkeh that national advertising expenditun a will continue to increase. Thev have been in< reasing ever since World War II at a rate of some 5 to 10'; per year. There is room for further in- crease; expenditures are still below the pre-war average ratio to gross national product How much they increase may de- pend, to a large extent, on how fast we can find and train additional qual- ified people' in advertising agencies, advertising departments and on media staffs — to handle the volume success- fully. And how much radio and tele- vision will share in the increase will depend, I expect, on each individual station — its programing skill and it- business sense. A well-run station will see that its costs are in line; will not depend on "deals"' to get business; will be care- ful about the kind of business it ac- cepts and the ability of the agencies it recognizes. * * * Paul B. West, President, Associa- tion of Mational Advertisers: To- day's business management is looking more and more to advertising, inte- grated with other selling efforts, to carry forward our high level of busi- ness activity. There are vast changes in todays expanding markets, and there is no doubt that competition has become far more keen. The economic outlook demands that this advertising force play an even more important role in furthering our economy. All this means a greater volume of advertising, in all media, and new techniques and ideas. Newspapers, television, magazines, radio and the other major media will feel this in- crease in advertising funds. As tv costs go up. some national ad- vertisers mav have to look to other me- dia thev can afford, while new firms enter the tv medium for the first time. Still other advertisers look to radio and newspapers as older, tried-and- true media. In other words, the ac- cent is on the positive, dynamic fac- tors to sustain and enhance an econ- omy that staggers the imagination. 80 SPONSOR BETTY CROCKER (Continued from page 35) eral Mills takes the five-minute show is seen from the attention given it at home base in Minneapolis, where the efforts of advertising department, home service department and product heads are directly involved. At the top is Advertising Manager, Grocery Prod- ucts Division, Clifford S. Samuelson. Directly under him are the advertis- ing supervisors of the flour, mixes and cereal groups. Together with seven different agencies, they plan the Gen- eral Mills advertising campaigns. The agencies are Dancer-Fitzgerald-Sam- ple, BBDO, William Esty, Knox- Reeves, Tatham-Laird, Zimmer, Kel- ler & Calvert and N. W. Ayer (which handles institutional advertising). Closely allied with both ad depart- ment and ad agencies is the Home Ser- vice Department, which runs the Bet- ty Crocker kitchens and provides the direct contact with the public. All seven agencies are directly in- volved In the actual running of the radio program. This requires an un- usual integration and cooperation be- tween members of a highly competi- tive business. Here is how it is done: The show itself is produced by Dan- cer-Fitzgerald-Sample, which handles the Gold Medal Flour, Cheerios and the products of General Mills Sperry Division. Producer of the show is Gene Patterson. Editor-Director is Bill Doughten. Writers are Lillian Taylor and Virginia Stewart. Some of the products advertised on the show, however, are handled by other agen- cies: Betty Crocker Cake Mixes, BBDO; Softasilk and Sugar Jet, Wil- liam Esty; Bisquick and Wheaties, Knox-Reeves; Kix, Tatham-Laird. Af- ter the first of the year, N. W. Ayer will service the program with institu- tional copy and Zimmer, Keller & Cal- vert of Detroit will contribute copy on Farro Feed. Naturally, to keep so many products and agencies straight, it is necessary first of all to plan well ahead and to plan carefully. Detailed planning and scheduling are done by the Home Ser- vice Department of General Mills, un- der the direction of Miss Janette Kel- ley. Full notes for each of the shows are furnished the production group at Dancer-Fitzgerald-Sample, with indi- cated products marked. The show- writers put the material in dialogue form for Adelaide Hawley, who is Bet- ty Crocker, and announcer Win Elliot. They indicate where the commercials go and pass the scripts along to the agency whose brand is involved. After getting client approval the scripts with commercials are returned to Bill Doughten at Dancer-Fitzgerald- Sample for production follow-through. A typical day's schedule, that of Oc- tober 18th, ran this way: 8:55 a.m. show — product Bi-quick, agency Knox- Reeves; 2:30 p.m. show — product Gold Medal Flour, agency D-F-S; 4:25 p.m. show — product Brownie Mix, agency BBDO. With seven agencies involved, differ- ences in taste and judgment are bound to arise. Let us say one contributing agency provides a commercial that Bill Doughten of D-F-S considers some- what out of keeping with the Betty Crocker personality. Or suppose an- other agency thinks the program on which its commercial is to appear should be altered. How are these dif- ferences reconciled? Usually all that is necessary is a telephone conversa- tion between Doughten and a copy chief at the other agency. When a fun- damental re-write is being requested, however, the client is contacted and asked to make the decision. So far, says Doughten, no insuper- able problems have arisen, and agency- differences have not led to severe clashes. The problems: As anyone who has ever tried to do a job with a five-min- ute show knows, it is not easy. Pro- ducer Gene Patterson sums up the function of Time for Hetty Crocker as follows: "It has to deliver a service that the listener will remember and it has to get across a sales message. Since the program is actually four minutes and 30 seconds long, we have our work cut out for us. It is a tough, challeng- ing problem." Under the network rules, General Mills is entitled to 75 seconds of com- mercial per segment but because of the natural integration possibilities of what is fundamentally a recipe pro- gram, the commercial impact cannot actually be measured by the formal time limit. Even the commercial it- self, in some cases, is handled as a recipe item, with a major portion of the pitch consisting of instruction, so that there is often no real division be- tween program and commercial. The brevity of the program, Patter- son points out, has an important con- THE BUFFALO EVENING NEWS STATION CBS BASIC WBEN-TV CHANNEL WBEN-TV LEADS THE WAY 1 st on the air ... 1 st in know how ... 1 st in experience. WBEN-TV, Buffalo's favorite station, is also 1st in Niagara Falls, Olean, James- town, Lockport and other Western New York communities. WBEN-TV has high penetration in Toronto and Southern Ontario. Trained and experienced personnel of Buffalo's 1st station are equipped to interpret and handle your advertising needs. . . . Get the WBEN-TV Story from HARRINGTON, RIGHTER & PARSONS, INC. 27 DECEMBER 1954 81 wcov RADIO MONTGOMERY, ALA. Motv 10,000 WATTS CBS RADIO For 22 COUNTIES in Central Alabama POPULATION 726,500 FAMILIES 186,800 RETAIL SALES $443,969,000 GET THE COMPLETE STORY From PAUL A. RAYMER CO. or write WCOV RADIO MONTGOMERY, ALA. sequence on the recipes — they must be kept simple so that the highlights < an he remembered. It is unrealistic to as- sume, he insists, that the listener is waiting there with her pencil ready. \i the same time Hetty Crocker can- not go too quickly for women to fol- low her. Not only is each program a separate entitj hut most fall into different cate- gories. The morning show is always a menu. The others are organized in- to the following groups: mid-day show, "You Asked For It"' I Morulas i. "Let's Be Different" (Wednesday), "Homemaker Recipe" (Friday I ; af- ternoon show, "Old Family Favorite" (Monday), "Entertaining" (Wednes- day), "What's Cooking" (Friday). Scripting the show is difficult, says Patterson, for the material has to be tight yet in the Betty Crocker idiom. It takes a long time, he feels, before a writer learns to handle the dialogue well. At all times it is necessary to see that the writing stays in keeping with the personality the public has come to associate with Betty Crocker. The Betty Crocker idea: In es- sense Betty Crocker is an unselfish sales personality. The whole opera- tion is geared to the idea of develop- ing and testing recipes as a service to the housewife. To that end elaborate kitchens have been established in Min- neapolis and food experts hired or trained to experiment and test. A spe- cial effort is made to find recipes that will work in all parts of the country. Betty Crocker is the embodiment in a single person of this program. Through the years she has developed as a real person and great homemak- ing authority. Under her name a con- stant stream of literature answers the question of untold numbers of women across the country. Some idea of her influence can be seen in the huge sales of the recent "Betty Crocker Picture Cookbook" — out only four years, it has sold over 2,800,000 copies. An- other volume. "Bettj Crocker's Cood and Easy Cookbook." tailored to the modern homemaker and the mass mar- ket, was released this fall. It will shortlj go into its second printing with a total of 1,000,000 copies. And how is -he as a product salesman? Stuart I pson, Dancer-Fitzgerald-Sample v.p. and account man on Cold Medal Flour, sa\-: "Bettj Crocker is possibl] the single mOsl important reason for Gold Medal'- leadership, through the use of her recipe service, its develop- ment and presentation. " Gold Medal Flour, incidentally, claims to sell more packages than the next several brands combined. It is the brand with which Betty Crocker was first associated, and with which she has been longest identified. Betty (linker later became the brand name of Beveral cake mixes, a brownie mix and a pie crust mix. And her name on the red spoon symbol appears on packages of other brands such as Bis- quick and Softasilk. Not only is she the best known homemaker in this country, according to General Mills she is better known than all other service personalities combined. Epson maintains that, al- though the Betty Crocker idea has been widely copied no one else has been able to make it so successful. It is not only a question, he says, of having been there first, but of un- matched te-ting facilities and proven recipes that are "simple, quick and right." Betty CrocUer on tv: |t Was to be expected that ultimately Betty Crocker would appear on television; and she has, played by the same person who does her on radio, Adelaide Hawley. Almost any da\ you are likely to see her making a service-selling demon- stration on one of the innumerable General Mills products. She mav show up on the daytime CBS soaper, / aliant Lady, out of the D-F-S serial factory — the Saturday night situation comedy on CBS, Willy or on the same net- work's Bob Crosby or Robert Q. Lewis show-. Yet she has no television show of her own. Television, it seems, for all its tremendous coverage and impact, presents curious problems for further development of the Betty Crocker idea. The former Betty Crocker tv vehi- cles, one a service, the other an enter- tainment show, proved unsatisfactory . The service show just did not seem to be able to get a big audience. The en- tertainment format violated the basi service concept of Betty Crocker. None of the Genera] Mills agencies up to now has been able to come up with an answer. It mav be that a sat- isfactory answer isn't really in the cards. One school of thought holds that Bert) Crocker is not a particular individual hut an illusion created by the reader or radio listener from a few cues. Television shows a concrete Bet- 82 SPONSOR ty Crocker who is a particular person with her own individual human quali- ties. The reality may destroy the illu- sion, or at least water it down. Some of the dangers of television to a carefully nurtured public concept are shown by the problem of coordinating elements of the visible Betty Crocker in various commercials. Each agency produces its own television commer- cials. This means that there is no per- manent staff which looks after make- up, costuming and lighting, all of which affect the appearance of a per- former on television. Two different make-up men for example could pro- duce Betty Crockers who could be mother and daughter — and have. For this reason, Bill Doughten works closely with Mary Ward of Gen- eral Mills Television Commercial Op- erations to see that things like hair- do's, costumes, make-up, etc., fit the Betty Crocker personality — that they are standard. If she has to go to Hol- lywood, for example, Doughten has to send to the coast producer information on light, hair-do and make-up. Obviously, here is another area where agencies have to work together. An example was a recent appearance on the Robert Q. Lewis Show. A cos- tume agreement was reached at a meet- ing between BBDO, the client, Ade- laide Hawley and D-F-S. This co?tume problem can get quite tricky, especially because women ex- amine very closely clothing worn by performers. It has taken time for all parties to come to some agreement on what costumes are appropriate for Betty Crocker. Conclusions are em- bodied in a photographic album called "The Betty Crocker Wardrobe." Once Adelaide Hawley made her tv debut as Betty Crocker, it was natural that the question would arise whether the individual on the screen clashed with the composite drawing of the women at General Mills kitchens which has been gracing magazine and news- paper ads for these many years. Al- though it is difficult to explain, Gen- eral Mills Assistant Director of Tv and Radio Programing Margaret Kemp told SPONSOR, the public has accepted the tv and print personality as one and the same. That is revealed by the letters that continue to pour into Minneapolis. It is one more in- dication of esteem Betty Crocker has with American women. * * * 27 DECEMBER 1954 TRADE ADS (Continued from page 41) the ads used by CBS and NBC." The call for imaginative ads was not a way of saying that factual ma- terial was unimportant. On the con- trary, advertising managers and other non-media people urged the use of facts just as strongly as they cited the need for imagination. On this score, they stand four-square with time- buyers. The top air executive of one of radio-tv's biggest clients said briskly in answering a question about factual information: "The best ads say: 'This is my coverage territory and I can prove it,' or 'This is my share of audi- ence or rating and this is the source.' ' A major drug firm's ad manager told SPONSOR: "Here are a couple of examples of ads that interest me. WKY, Oklahoma City, showed its percent of audience compared with other stations in the market. WHDH, Boston, ran a 12-page presentation on listening that was factual and care- fully done. I like that." Another drug firm ad manager said: "I'm like Sgt. Friday. I want the facts, just the facts. I don't think stations realize just how much both the client and agency know about them. We know plenty. The agencies know plen- ty. I've had an agency background, so I know. We can't be sold by a lot of glittering generalities." The account executive of an insur- ance company advertiser said: "I think a lot of ads are overly general and pointless. The man who buys a station wants information, not promo- lion. Agency people know a lot about stations in a general way. What we need are specific facts." The attitudes about facts expressed above would seem to indicate that in- stitutional advertising by stations takes careful consideration. While certain firms, especially those with groups of stations, can profit handsomely 1>\ institutional advertising a la Westing- house, many others could spend their promotion dollars to greater effect. And some of those queried said just that. The basic feeling was a dislike of generalities and a kind of prideful insistence by interviewees that facts were the only thing that should be considered in buying a station. Yet, as advertising people, some of the in- terviewees said thev recognized that 83 No wonder she's SO POPULAR Who wouldn't be with Sioux City Sue-Land's proportions — effective coverage wholesale market retail sales 33 counties, 589,800 people 34th in the U.S. 2nd in Iowa Your K.itz m.in cm arrange a date. Sioux City, Iowa CBS, ABC Cr DuMONT A Cowles Station LjreetL XnaS from the gang at KGVO CBS RADIO and KGVO-TV 1955 will be MORE prosperous with a 1-2 sales punch in WESTERN MONTANA GILL-PERNA. ,cps MISSOULA, MONTANA prestige advertising could be effective, though it- effectiveness couldn't be measured. This attitude was nol Found clustered ;it anj particular job level. Here are the types oi jobs represented bj those who said thai institutional advertising Btopped them iif the ad was well done, that i- 1 : account ex- ecutives, radio-tA department chiefe, radio-h account executive, advertising managers, broadcast manager for an advertiser. If the interest in both facts and in- stitutional advertising sounds contra- dictory, it ran possibly be explained by the fact that qualitv layouts and clever copy are common!) admired and an institutional ad that has both will be read. There are other important cases where opinions of non-media people and timebuyers ran parallel. These revolve around coverage map and first- in-t he-market ads. In both cases those interviewed said they were interested in such ads. but. . . . Let's take the coverage map ad first. Here are some quotes: From a radio-tv account executive, specializing in tv network shows: "I'm verj interested in coverage maps. Hut most of them are. shall we say. opti- mistic? I like to look at them, though. They give me mental exercise. I'll look at a map and ask myself, 'Now, how did they figure that out? It must be based on something. Oh, \es. now I remember. The station went out and checked listening in its area. But the) didn't specify what the quality of re- ception was. They may have included sets which received the signal with a lot of snow. So, I'll have to check the media department on that." ^ ou see what I mean about mental exercise?" From an advertising manager oj a confectionery firm: "I'm not always interested so much in any one station but in the relationships of stations. That is, to what extent does coverage overlap? Sometimes, I get deeply in- volved in the fine points of coverage, even to the extent of finding out whether a station gets into a particu- lar neighborhood of an outlying com- munity. Now, coverage maps don't always give me thai information. '"I'll uive another example of the coverage map situation. When we put out a new product not so long ago, we decided to introduce it in four market-. We got coverage maps for Stations in those market- and we found, after checking, not onk were the map- exaggerated but sometime- station- underestimated the strength of their -i^nals." Result storv ads also make inter- esting reading for admen. Hut like coverage maps thej are taken with a jirain of salt at times unless there is solid documentation. t rom a hard goods company adver- tising V.p.: '"If there'- something to be learned about a technique for sell- ing, the result storv ad can be valu- able reading. Hut we don't get much nourishment out of some of these vague or Mattered result-." From an account man with a station background: "I know how hard it is to dig out good result stories. Hut practically everj -tation can come up with results and then document them — if it's williri" to work at it. The promotion man has to turn reporter and persuade clients to reveal enough details to make good result stories. Summed up. result ads are read but more facts are wanted. The situation with first-in-market ads is similar. Both agency and client have a natural interest in the station which i- getting the lions share of the audience and business. SPONSOR was told in a number of cases that there is great interest in how station rank in a market changes with new tv sta- tions coming on the air. Yet, the un- blinkable fact remains that too often readers do not believe what the ads saw In most cases, the ad readers said thej expected a certain amount of exaggeration and felt that exagger- ation and selling went naturally hand in hand. A small minority, however, took the attitude that exaggeration did the station more harm than good. In the categorj of market data ads, the situation was as follows: Like timebuyers, most ad managers were not interested in market data in station ads. Howevei the reasons were differ- ent. While timebuyers pass b\ ads with market data because it is not of direct concern to them in their jobs, ad managers often pass them b\ be- cause thej prefer to use their own sources and experience. On the non- media agenc] level, men in program* ing and production feel as timebuyers do about market data. However, most of the account executives expressed an interest in market data, especiall) if it involved something new and up- to-date and a minoritv of the ad man- agers interviewed felt the same wa\ a- the majority <>f the account executives. 84 SPONSOR One of these ad managers — a man in the drug field — said: "We sell well in rural areas. A sudden rise in corn prices, for example, would interest us as evidence of prosperity in certain areas. Likewise with an oil boom. However, the basic market data doesn't have to be pointed out to us. We know that stuff very well, indeed." Opinions on some other types of station ads follow: The mail-pull ad: "I'm not inter- ested at all. A lot of stations can show big mail pull. There's nothing great about that." (There was little dis- agreement with this comment from a radio-tv expert attached to the staff of a top air client except that some of those interviewed said they would be impressed by an unusual amount of mail.) The list-oj -clients ad: "I don't find a list of clients effective proof that a station can do a job for me. Some- times a smart advertiser buys a fourth- rate station very cheap in a saturation campaign but that doesn't mean he considers it the best station in the market to reach his prospects. Whv should I consider it so? Besides, I have my own problems and I don't WSJV-TV GOES UP IN POWER NOW MORE THAN EVER YOU GET COMPLETE COVERAGE in the SOUTH BEND - ELKHART MARKET For availabilities and rates see your H-R TELEVISION MAN WSJV-TV ELKHART, INDIANA John F. Dille, Jr. President John J. Keenan, Commercial Manager solve them by copying what somebody else is doing." (This ad manager's comment was in accord with a slim majority among both agency and cli- ent people. A strong minority declared interest in such ads because they liked to see what stations other advertisers are using. Some among this minority also said that such ads always tended to have at least a slight "bandwagon" effect.) The cheesecake ad: "You bet I stop and look at an ad with a classy-looking dame in it. To tell you the truth, though, I usually don't remember the name of the station which ran the ad unless the same ad or same type of ad is run over and over." (A young account executive made this comment, which found almost unanimous agree- ment— among both young and old.) The test-market ad: "I'm always in- terested in ads by stations which point up the value of their market for test- ting. The problem, however, is more one of finding enough available tv time and the right time — since tests must be carefully controlled — than of finding the right test market." (This was an ad manager talking. Comments on test market ads varied, but there was no great enthusiasm over this kind of ad. One ad manager said he usu- ally avoids a market which is ex- hibited as an example of a widely- used test market on the ground that, after too much use, a test market loses its value.) The list-oj -special-services ad: "I'm stopped by ads which point out that the station offers specific merchandis- ing backing. This kind of factual in- formation in an ad is helpful to me. It tells exactly what the station will do for me and it's something I can hold the station to." (Opinions on ads about merchandising varied according to the job of the person talking and the kind of merchandising department the advertiser himself had. Agency people in programing and production had no interest in merchandising ads. Neither did ad managers who have their own merchandising setup. But a number of people in both the agency and client categories had comments similar to those of the account execu- tive quoted. The sales-result ad: "It can be very impressive if the complete story is told." (Few disagreed with this ac- count man's opinions, though many felt that the complete story was sel- dom told.) • • * COVER NORTH CAROLINA'S Rich, Growing ^GOLDEN TRIANGLE" ■with WSJS TELEVISION CHANNEL 12 *A 24 COUNTY MARKET WITH RETAIL SALES OF $1,028,000,000.00 (Sales Management 1954 Survey of Buying Power) NOW SHOWINGI-ALL NBC COLOR SHOWS |P Interconnected Television Affiliate National Representative: The Headleq-Reed Company 27 DECEMBER 1954 85 MULTI-MARKET SHOWS {Continued from page 43) "Even the besl t\ network doesn't have the l>est Btation in every market," I •• >ini - out Michael M. Sillerman, sales manager of Television Programs of America. "And -nine of the nets have a minimum number of stations which you must buy," he continues. "Willi Bpot-placed shows, there's no minimum number of stations required. I oi instance, (.nod *n" Plenty candj bought Kumar of the Jungle in three big markets New York, Philadelphia, Los Angeles. Lays Potato Chips bought the Bame Bhow in 2>5 South- eastern markets. Pheiffer Brewing Co. uses Your Star Shou in LO markets, while Clark Gas Co. spots Ellery Queen in four Midwestern markets. These are just a few examples of regional adver- tisers who needed a well-known show for competitive selling with national brands, but who couldn't possibly have used network t\ ." "One of the most unusual multi- market buys that I've heard of con- cerns Gallo Wine," John Mitchell, v.p. in charge of sales for Screen Gems, Inc., told SPONSOR. "Gallo buys the All Star Theatre in 17 markets from coast to coast. They're not the biggest markets — in fact, they're small and medium-sized markets. I think it's a good example of an advertiser getting a well-known show in just exactly the right markets for a particular sales effort." 3. Commercials are flexible. "Some advertisers — especially those with a group of products — like to use spot film shows so they can insert commer- cials custom-made for each market," Edward D. Madden, v.p. and general manager of MPTv, points out. "One example is Best Foods' sponsorship of FUuh Gordon. Best Foods might run a commercial on cereal in New York; in New England, on shoe polish; in the South, on mayonnaise." 4. Costs frequently lower. "Lower than what?" advertisers ask. Spot tv's advocates advance two answers: One, lower than if the same show were placed on a network (no cable charges with film i ; two, lower than if a top- rated local live show were bought in each market (assuming a top-rated lo- cal live show was available). Ronzoni in the New \ ork market, for example, used to have its own situation corned \ produced live in New York (via Emil Mogul). Now it sponsors Ziv's / Led Three Lives because live production costs grew too high (see sponsor 13 December, page 44). Two syndicators, out of the main who were queried, said they didn't think the cost of a spot-placed film show would necessarily be any cheap- er than a network program. But for its other advantages they state that even if network and spot film cost the same, spot is still the better buy be- cause of its flexibility. 5. Station cooperation. "It stands to reason that if a station is getting better than 70% of its rate card for a film show and only about 30% for a network show, it will cooperate with the film show sponsors," says Fred Mahlstedt, director of operations of CBS Tv Film Sales. Cooperation ex- tends all the way from providing spon- sors with good time periods to extra merchandising and promotion. Edward Codel, tv director of the Katz Agency, likes to produce a chart that his company made during the summer of this year. "Here's a listing of some spot program placements and the time periods in which they were A "captive" audience is yours — (over 50% satu- ration) when you use KRBC-TV The only television station in the market . . slotted,"' he says. "Note the good times that were arranged:" Total 6-7 7-8 8-9 9-10 10-1111-12 I'll' ii.j: \ \\ Murkrte p.in. p.m. p.m. p.m. p.m. mid. Heath VaUmy f at alt ail t- ttf Amvrira 4a) Mr. Uitlrirl Atttirm \ 1 I. | / l.t.l Thr<* lit,. (I,) r at tiritf -i.,,, (L) It) Allt-rtiat 69 II I -• 21 28 n .19 () O »o 126 18 34 44 45 68 19 129 0 17 26 SS 31 O •pumoreil by «lmjle elk: Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS tmi Aliriiuir »Hl«. tlMJTIftUTOU U) tlUglC CllrilU ' Every nick; lyndlcattd unaai » number of idrertUert. 6. Quality production, Begional ad- vertisere have a much tougher time competing with national tv advertis- ers than they did in the days of radio. "It's especially rough on regional breweries," says John Newman of Offi- cial Films. "With the brewing indus- trj more competitive than ever be- fore, the local and regional boys meet the competition not only of their local competitors but also of the national beers." To produce shows which com- pare w i tli the network efforts obi i- ously would be far too costly for the smaller breweries. "The only answer, say syndicated film men like Newman, "is to use spot-placed multi-market film." Other good customers for multi- market films are the gasolines, says Edgar G. Sisson, director of NBC Tv Film Division. "Gasoline distribution is a regional business. A number of petroleum companies use film. Pure Oil Co., for example, bought Badge 714 in 29 markets. Pure Oil's distri- bution is a belt-like area extending all the wa\ from Duluth. Minn., to Miami. Fla.; it was within this belt that it bought the markets for our Dragnet reruns." Phillips Petroleum Co. sponsors / Led Three Lives in 40 markets, one of the largest gasoline multi-market bu\s in the country. "One of our biggest sales of fairly recent date was to the Richfield Oil Co.," Aaron Beckwith. New York sales manager of United Television Pro- grams, reported. "Richfield bought Mayor of the Town in 31 markets in six West Coast states," he said. "The same show was picked up by Sperry Milling Co. in about a dozen markets. }>\ I nited Gas Co. in eight markets. ■"Speaking of oil companies, Stand- ard Oil of California sponsors Water- iron t in a dozen markets. "I believe that with the increasing costs of network television, advertisers are becoming more and more market . niiscious— much more selective. And we're also finding that many adver- 86 SPONSOR tisers are using the principals of shows for their commercials." A number of syndicators pointed out brewers were among their best cus- tomers. Don Kearney, v. p. in charge of sales for ABC Film Syndication, said that Pearl Brewing Co. of San Antonio originally bought four Texas markets, has since expanded to six outlets. Heileman Brewing sponsors Racket Squad in 12 markets, he added. "One of the largest film sales on the West Coast was sale of our Sport Time show to Lucky Lager Brewing Co. of San Francisco," Maury Baker of MCA- TV's West Coast office said. "Lucky Lager bought the program in 39 mar- kets for an initial period of 26 weeks. Furthermore, option agreements have been made for 10 additional sequences of 13 each — an over-all period of three years," Baker reported. Building materials will be advertised by the National Gymsum Co. of Buf- falo, N. Y., over The Greatest Drama. National Gypsum bought the film se- ries from the Film Division of General Teleradio, Inc. Peter Robeck, gen- eral manager of the division, said that Gypsum signed for a 26-week period and will spot it in 19 markets ranging from New York City to Houston, Tex. The Gulld-\itapix approach: Why did Guild Films and Vitapix join forces? Guild Films, Inc., which has had good success with its Liberace pro- gram, among others, found it was hav- ing trouble clearing time for that show and others in some of its markets. Just the reverse was true of Vitapix, a com- pany set up originally by 32 tv sta- tions (and owned by the stations). The station-owners of Vitapix in gen- eral agreed to clear time for shows that Vitapix could sell to national or re- gional advertisers. But sales were minimal. Guild and Vitapix decided to pool their efforts. At sponsor's presstime Guild still was negotiating for a New York, Chi- cago and Pittsburgh outlet. In New York it was reported that either WABD or WPIX might end up as a Vitapix affiliate (each station now carries two Guild shows). Those prone to wagering were giving WPIX beter odds, although earlier it was thought the Du Mont flagship might sign for the affiliation. There were re- ported rumors that Guild also would take over some of Du Mont's produc- tion facilities. Last week Guild officials met with Westinghouse Broadcasting Co. offi- 27 DECEMBER 1954 cials in Pittsburgh in an effort to sign WDTV, Pittsburgh, as a Vitapix sta- tion. Two Westinghouse stations (WBZ-TV, Boston, and WPTZ, Phila- delphia) already are Vitapix members. There were two possibilities for Chi- cago affiliates: WGN-TV and WLS-TV. By presstime no agreements had been announced involving the Windy City. Under the new G-V arrangement, Guild will film new versions of all its current film shows, adding new shows to its list of productions. The new film product will be offered by Guild to national spot advertisers. It's expected that Guild will require an advertiser to buy its films in 40 to 50 markets. In these "must-buy" markets, the adver- tiser would be assured good time on the local stations — but only Vitapix stations could be used. Thus, while an advertiser could to some extent select markets as he liked, and have a good choice of time periods in those markets, he wouldn't have free choice of stations. Guild- Vitapix contends that only the strongest or best station in most mar- kets is allowed to join the Vitapix set- up, so that the advertiser probably would have wanted the "must-buy" 1st AGAIN The Billboard Magazine 1954 Disk Jockey Poll Rates Charlie Walker, KMAC's Great Announcer, 1st IN SAN ANTONIO 1st IN TEXAS 6th IN THE NATION The only San Antonio announcer even rated by Billboard in 1954 San Antonio's No. 1 Personality on San Antonio's No. 1 Station MUTUAL ON 630 87 •••••••••••••••••••••••< "T E R R I F I C | hat's what ad agencies, advertisers are saying about the 1954 PROGRAM GUIDE // is yours FREE with your subscription to SPONSOR One year $8 — three years $15 write SPONSOR 40 E. 49 St., New York 17, N. Y. ••••••••••••••••••••••••a Motion anyway. Ilnw do \ ou bu) a Guild -how ? \laiin\ Reiner, v.p. in charge <>f Bales for (»-\ . Bays it a jusl about like 1 u\ in^ a network program. ^ ou Bign "in- con- tract. ^ ou gel ;i single billing and .i Bingle proof of performance. The job ol actuall) clearing the time on the selected list <>l Btations falls upon Vitapix's Bhoulders; it handles tin' G-\ station relations. Vitapix, inci- dentally, works through the member- station^ representatives, acting on be- liall of the advertiser. It will take awhile before all Guild's shows arc available for national ad- vertisers. A few new programs — It's I an to Reduce, Connie Haines, liride & Groom. Confidential File, Norman I incent Peale, The Goldbergs, possibly one or two others — will be ready for national sale between January and March of 1955. Most of the other programs, however, like Liberace, \ won't lie available until about next September. Guild is one of the fir-t syndicators to offer programs designed for day- time viewing; by mid-summer the company expects to be able to offer five hours of daytime programing weekly. Daytime shows are all 15- minutes in length. It's going to have about 10 hours weekly of nighttime programing ready by next Fall. Will other syndicators follow Guild in lining up a list of stations for guaranteed time availabilities? There's not much evidence that anyone will in the near future. Naturally, the other syndicators will see how successful the G-V deal works out. One syndicator told SPONSOR that clearing time isn't as hard as many people believe. "While it's true that all but a half-hour of 'Class A' time is in the network-option period in the Eastern time zone," he said, "there's a full 90 minutes on Class 'A' time free for non-network use in the other three time /one-. And even in the Eastern zone," he continued, "some stations will gladlv tell a network that it doesn't want a network show and throw in a film show instead in order to gel a bigger -hare of the rate-card." Another syndicator in saying essentially the same thing pointed out that more t\ station- coming on the air is resulting in making a greater amount of time a\ ailable in former one- and two-station market-. For thi- reason, he stated, he does not for-ee an\ move toward aquiring a lineup of stations by his company . * * * YEAR-END REPORT [Continued from page 33) on \BC Radio have been bought by Vdniiial. Packard and Acio-Mav llow- er. Chevrolet purchased a major cap- sule new- package on CBS Radio in the fall. • More saturation and one-shot splashes. \HC Radio i- -ecking to turn the vacancies in nighttime lineups to its advantage, ami i- Belling the idea ol short-term "domination" of en- tire evenings. NBC Radio, having -old a sort and the SR \. as well as Borne ■ if the i"i> reps, intend to step up their general promotions concerning spot radio's flexibility. \i the same time, these organizations are reaching high into management levels at major ad- vertisers to -pell out die storj of Bpol radio to ex« utives who maj have onl\ a casual knowledge of what the medium is and how it works. • More co-op campaigns. In the past two years, according to information compiled \<\ the I! \I5. the number of sponsors who include spot radio (and often spot t\ i on their lis-t of approved | co-op media has grown from 150 to o\ei Km. Most of this co-op money, ol course, comes to radio through lo- cal rather than national spot channels; 7-Up and Cora-Cola are good exam- ples, since hottlers generally pay local- ly. Hut other co-op campaigns, Buch as those of automakers like Plymouth. Dodge, and Chevrolet, are partly on a local basis and partly through na- tional channels. TV PROGRAMING The monej and creative efforts put behind network tv programing reached new heights in L954. While sponsors aired their peren- nial complaints about the high cost of tv they nevertheless poured increasing millions into programing, especiallv at night. To a great extent, the added millions were warranted by tv's grow- ing audience, but it was also true that tv advertisers were caught in the mid- dle of a seller's market and the in- creasingly fierce competition among the networks. Highlighting this competition were the exertions of NBC to mount the throne of video dominance. These • xertions were spearheaded bj Pal Weaver"- 90 - minute, once - a - month spectaculars, whose function was to generate interest in color and hatter at CBS' Saturday, Sundaj and Mon- day night lineups. CBS, of course, did not -land idlv In. answered with two one-hour "baby spectaculars" of its own. in addition to other programing efforts. \I!C. fighting for a place in the sun, added its own contributions to the program battle. I he programing right-of-wav given the expensive ($300,000 each) spec- taculars over the everv-week shows spotlighted another faciei of the 1954 programing picture, namely, the white- knuckled grip the tv webs are keeping on programing control, especial!) at /t# of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! They multiply, add, subtract and divide; THEY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized pro- gramming guarantees your message attention-getting IMPACT! SACRAMENTO SAN JOSE FRESNO • iojhuhi 5000 WATTS — 1170 KC San Jose Studios San Francisco Studioi P. O. &oi 967 Hotel Unkersh.m San Jove. Calif. San Francivco. Calif Represented by John E. Pearson Co. WOND The Master KEY To The Lucrative SOUTH JERSEY SHORE MARKET Delivers the Largest Radio Audience in the Atlantic City-County Area* •1954 Survey by Adverteit Research Gel (he WONDerfu/ Sfory Today! Market Data, S'orion Cover- age and Programming Information on Reques/ WOND, ,%,,l...l,..l...l...l,„|..,| T|ME 14OO ON THE DIAL Owned and Operofed by (HART PIONEER BROADCASTERS. INC. Pleasantville, New Jersey N. Y. Office: 550 Fifth Ave. COIumbus 5- 90 SPONSOR NBC and CBS. Further evidence of this was the firm determination to bump all shows which did not meet the networks' standards for acceptable audience rat- ings. This aroused sponsor fears that the franchise concept might be thrown out of the window. A case in point was the ousting of the perennial Voice of Firestone from its Monday night slot on NBC. Unable to find another acceptable slot on NBC, Firestone moved over to ABC TV. Here are some highlights of new 1954 nighttime network tv programing: Two newcomers who were immedi- ate hits on tv were Disneyland, ABC TV, Wednesdays 7:30-8:30 p.m. and The George Gobel Show, NBC-TV, Saturdays 10:00-10:30 p.m. Disney- land, sponsored by American Motors, Derby Foods and American Dairy, costs $68,000 a week for production alone. However, this show has a No- vember Nielsen rating of 41.0, against such veteran shows as Coke Time, NBC TV, Perry Como, CBS TV and the first half of Godfrey & Friends, CBS TV. George Gobel is sponsored by Ar- mour & Co. and Pet Milk, at a weekly talent-only cost of $25,000 This show is remarkable for the sudden success of its previously unknown star. With a November Nielsen of 32.8, the Gobel show was too strong a competitor for a new show on CBS TV, That's My Boy, sponsored by Chrysler at $26,500 weekly. A new serious and heavily docu- mented drama, Medic, NBC TV, Mon- days 9:00-9:30 p.m., lured viewers from long-time favorite / Love Lucy on CBS TV. This show had a Novem- ber Nielsen of 32.1 against Lucy's 50.3. However, the latest Trendex list of top 10 shows in 10 major cities showed Lucy in Number 6 place. Of the 50 or more new nighttime shows introduced on tv networks in 1954, situation comedies had the great- est number of casualties. Two CBS TV packages, That's My Boy and Honestly, Celeste, were replaced with- in a few months of their debut. After dropping the Celeste Holm comedy on 5 December, Y&R bought four half- hour films from MCA TV to fill the Sunday night time slot for Bristol- Myers, sponsors of the $26,000 weekly Honestly, Celeste show. The CBS comedy had an uphill fight against the second half of NBC TV's high-rated Philco Playhouse. A new film situation comedy on CBS TV that's been heading for trou- ble is Willy, starring June Havoc. Saturday night show had a 12.7 Niel- sen in November, against 32.5 for NBC TV's Hit Parade. General Mills sponsors Willy. Another new show that never got far off the ground was It's a Great Life, NBC TV, Tuesdays 10:30-11:00 p.m. A situation comedy, staring Jimmy Dunn, this show cost $30,000 a week in production. The Plymouth Division of Chrysler who'd sponsored the program gave it up in December. Its last Nielsen rating was 16.3. Sid Caesar and Imogene Coca started their first season apart. Of the two, Caesar fared better with his Mon- day 8:00-9:00 p.m. show, sponsored by American Chicle, RCA and Speidel. Caesar's Hour did whittle down God- frey's following, with a 36.1 Nielsen rating in November against Godfrey's Talent Scouts' 31.3 on CBS TV. How- ever, the Caesar show talent costs are roughly $90,000 a week. Imogene Coca's Saturday night show has been doing poorly against CBS TV's high-rated Two for the Money, despite revampings in the writing and format of this $38,000 a week package. COLOR TV Color television's audience was con- fined to a handful of homes during 1954 and the outlook for 1955 is not much better. Predictions for color set production this year had ranged from 50,000 to 300,000 but actual produc- tion has been well below even the most conservative figure. The Radio-Elec- tronics-Television Manufacturers Assn. reported only 17,445 color receivers produced during the first 10 months of 1954 and found no acceleration in the rate of production. There have been a number of pre- dictions that set production will total 300,000 in 1955 but some manufac- turing sources say privately they con- sider this figure overly optimistic. Reasons cited for lack of consumer interest in color are: First, and most important, the high price of initial models which has ranged from about $900 to $1,200. Second, the small- size screen of the first color sets, which didn't go over with consumers used to larger sizes. Third, insufficient color SOUTHWEST VIRGINIA'S I'iXMt&eA, RADIO STATION waiting to HEAR from you . • . 118,560 families weekly! 92,070 families daily! 59,090 car radio families! • WDBJ's share of the tuned-in Roanoke audience averages 51 to 59%! • 25% of Virginia's total retail sales are made in theWDBJ area! Established 1924 . CBS Since 1929 AM • 5000 WATTS . 960 KC FM • 41,000 WATTS . 94.9 MC ROANOKE. VA. TIMES- WOULD CORPORA TION FREE & PETERS, INC., National Representatives 27 DECEMBER 1954 91 Thai's our business. Buying radio time is one thing — Getting results is another. WJPS maintains a planned Merchandis- ing Service that guarantees RESULTS. WJPS has a plan to fit ony pocketbook. Our Merchandising and Promotion De- partment won 2nd PLACE in THE BILL- BOARD competition this year — How good can you get? Let us prove our worth to you. Robert J. Mcintosh, General Manager iiraisiNTiD ir The George f. Hollingbery Company the networks the elements of a dilemma with consumers waiting for programing and programing waiting foi consumers. \\ bile it lias been pointed out thai the log-jam could be broken b) engi- neers Bubstantiallj reducing the com- plicated circuit r\ of color re\ RCA some week- l>a< k when it began commercial production of it- new 21- inch color set. RCA stated that it would take time to solve the technical problems of simplifying the color vid- eo chassis. The new RCA receiver will he available to consumer- in Jan- uar) for $895. Meanwhile, the broadcasting indus- try has been bu-\ converting it- facili- ties to broadcast color. SPONSOR'S - ond postcard surve) of station coloi Facilities this year show a substantial increase in the number of station- uom equipped to telecast network color. The survey, which took place earl) this month, disclosed that •">.'{. ■">' , of the stations answering are able to telecast network color now. This compares with 32.8' ! in the first survey, held in June and published in the 1954 Fall Facts issue 1 12 July ) . The latest survey elicited 170 re- sponses from among the 400-odd vid- eo outlets on the air. Of these, 36 an- swers came from uhf stations with 14 now equipped for network color and another nine planning to add this equipment in 1955. Of the 170. only seven had full col- or equipment, including camera chains for live shows but more than 50 said they would add film and slide equip- ment in 1955. i \ctual number of sta- tions with local color is higher, how- ever. ) The additional costs to spon- sors for local color ranged from 10 to 15%, although some stations had no policy on increased prices. On a network basis, sponsors will be able to reach between 80 and 100 markets with color b\ 1 January. For example, NBC now has 93 affiliates equipped For network color. Du Mont has 80. \T\T report- that by 1 Jan- uary it will have 108 < itie- equipped Foi network color. I \ It AMI It \K The radio and television industry will go into 1955 with more aggressive promotion behind it than e\ er before. The first das of the new year will mark two milestone-: i 1 i video's ln-t promotion outfit the Television Bu- reau ol Advertising (TvB)- will start •Derations and (2) radio's own pro- motion group, hitherto known as the Broadcast Advertising Bureau, be- comes the Radio Advertising Bureau. \\ bile I January i- the official start- ing date for Is I!, the new all-indu-tr\ group has alread) started turning its promotion wheel-, reports it was in- strumental in convincing a West Coast bank to invest in a year's t\ campaign. In addition, the group ha- alread\ -it up the mechanics for a stud\ of the sudsless detergent field and procedures for documenting Us ability to sell insurance. I \ I) i- deeply involved, of course, in a membership drive. It would like to bring in enough stations for a million-dollar budget and it has been announced that TvB "has alread\ reached 40', of its proposed mini- mum budget for 1055.'* Oliver Tre\z. former director of // TRIED by a (OMAN JURY Yes, 10 of the current accounts on Bob Trebor's "DAY- BREAKER" Show have been sponsors for 3 or more years. Several for A\i years on this 5-year-old show. The verdict of this 10-man jury is justified! From morning to night W'VET gets results in the Metropolitan Rochester- Western New York Market. 3rd largest in America's first State. 5000 WATTS 1280 KC BOB TREBOR IN ROCHESTER, N. Y. Represented Nationally by THE BOILING COMPANY 92 SPONSOR ABC Radio, is president of TvB and Norman Cash, eastern sales manager for ABC, was recently named director of station relations. It is understood that Cash, who has a strong sales hack- ground, may become active later on in selling tv to advertisers. RAB starts off 1955 with the biggest budget ever, $720,000, with the expec- tation that this will be increased by the time the middle of the year rolls around. New members signed up in 1954 came to 159, making the total membership 835. The faster pace blue- printed for RAB in 1955 includes tripling the number of sales clinics for stations and nearly tripling the num- ber of sales committee presentations. These are RAB presentations to local or regional advertisers chosen by a sales committee of RAB stations in a market. There were 24 cities visited in 1954, while 68 are scheduled for 1955. The RAB board has approved the spending of $50,000 for major pro- motional research. This past year RAB contributed, along with the four radio networks to the ARF-Politz radio-tv set count project. ROUND-UP {Continued from page 69) Over a period of time it could well have an effect on basi< the use of spot radio." have an effect on basic thinking on Promotion gimmick being used cur- rently by a number of tv and radio stations is a small sponge. It looks like a business card, but when im- mersed in water expands to more than 12 times its size and can be used as a household sponge. Stations use slo- gans like "watch your sales grow when you use WZZZ" on the sponges. The sponges, called "Magic Cellulose," are made by Ever-Lite Co., New York. * * * The 1955 Radio Advertising Bureau clinics "will be brought to the sta- tions rather than the stations to the clinics," says Kevin B. Sweeney, RAB president. Sweeney said there'll be an almost threefold increase in clinics for management and salesmen over the 1954 schedule — 102 next year com- pared with 37 held this year. To build attendance further, said Sweeney, the clinics will be spread over a 10-month period, skipping only July and De- 27 DECEMBER 1954 cember, avoiding the summer vaca- tion problem. Sweeney said that by scheduling as many as five separate meetings in a single state instead of only one or two, RAB expects to save thousands of hours of time for radio salesmen and about $50,000 annually in traveling expenses. * * » At its recent convention, the Na- tional Association of Television and Radio Farm Directors elected Frank Atwood, WTIC, Hartford, farm direc- tor, president. John McDonald of WSM, Nashville, was elected vice pres- ident; Jack Timmons, KWKH, Shreve- port, secretary-treasurer, Herb Plam- beck, WHO, Des Moines, historian. Atwood succeeds Jack Jackson of KCMO, Kansas City, as president. * * -X- Formation of the East Texas Net- work, a regional network of 12 radio stations, has been announced by Joe B. Foster, who is president of the new venture, and Hil F. Best, radio station representative. Foster said the sta- tions cover 41 counties and a popula- tion of more than one million people. There are only 28,405 tv sets in the area, according to Foster. He said ETN's main sales office is located in Center, Tex., with regional offices in Dallas and Houston. ETN's national representative is Hil F. Best Co. * * * A Distinguished Achievement Award for special events coverage was pre- sented to W JAR-TV, Providence, R. I., by the Radio-Television News Di- rectors Association. RTNDA spon- sored the award in cooperation with McGill School of Journalism, North- western University. WJAR-TV won the award for its tv news reporting of Hurricane Carol and its hour-long film of the storm. * * * Seven new musical programs total- ing almost 12 hours of programing per week are being made available to World Broadcasting System subscrib- ers on 1 January. Pierre Weis, gen- eral manager of World, said the pro- grams constitute "the biggest single package of programs distributed in the 20 year history of the company." The program series, says Weis, gives sta- tions an opportunity to sell a total of 111 one-minute announcements per week plus sponsor identifications at the beginning and end of each pro- gram. * * * WANT TO SELL CANADA? One radio station covers 40% of Canada's retail sales TORONTO 50,000 WATTS, IOIO K.C. CFRB covers over 1/5 the homes in Canada, covers the market area that accounts for 40% of the retail sales. That makes CFRB your No. 1 buy in Canada's No. 1 market. REPRESENTATIVES United Slates: Adam J. Young Jr., Incorporated Canada: All-Canada Radio Facilities, Limited are we happjj 7 SERVING 300.000 LATIN-AMERICANS!! J V'THE MIGHTY ' ' LVI I K E ' ' OF SAN ANTONIO 250,000 Milliwatts Www National Time Sales — New York Harlan G. Oakes & Assoc. Los Angeles — San Francisco 93 RESOLVED! Resolution for smart time buyers for 1955. To buy those stations that guarantee local cov- erage for national sponsors. In Philadelphia, WPEN is first in local programming-all day long. Make it a happy and profit- able New Year. Get the WPEN story. The Station of Personalities WPE dial 950 PHILADELPHIA 1 bj Cill-Ptrna, Inc. New York Los Angeles Chicago San Francisco SHE'S THE DOMINATING TYPE Big Aggie, alter ego of W'N \\ 570 on the dial, dominates the l>i'-;. piosperous upper Missouri Valley. A valle) filled with 670,000 families in parts ol Min- nesota, North Dakota, South Dakota, Nebraska and Iowa . . . almost un mm In il by other media WNAX-570 Yankton — Sioux City A Cowles Station Represented by the Kata Agency \\ illifltii .S. I'aletf. 'hairman of CBS, Inc., made ei onomii news when he received the Gold Medal Award from the National Planning Associa- tion. In a speech after receiving the award, Paley predicted thai the miliaria! output would reach an annual figure oj $566 million by 1975. measured in 1950 dollars. "As oj today," he said, "it would be reasonable to project the gross output that can be reached in 1975 on the same basis as a whopping $700 billion." He noted that the $131 million difference is more than the 1935 total gross output. Fred B. Manehee. BBDO's executive v.p. and treasurer, is the newly elected chairman of the tripartite board of directors of the Advertising Research Foundation. J. Ward Maurer, advertising director of the W ildroot Co., was elected lice chairman and Edward P. Seymour, v.p. of the Crowell-Collier Publishing Co.. was re-elected treasurer. Edgar Kobak will continue to serve as ARF president and Marion Harper Jr., president of 1/. ( 'ann-Eru kson, as immediate past chairman, will continue to serve as a director of the foundation. Marion Harper Jr., made news when he announced that McCann-Erickson, ot which he is president, will absorb Marschalk & Pratt Co. Harper said M&P will remain intact, however, and will become a division of Mc-E. M&P has specialized in industrial and business advertising, will bring to Mc-E its specialized knowledge. In turn. M&P will benefit from Mc-E's central radio-tv and research departments. M&P has biJlings of around $7 mil- lion : McCann-Erickson had about $125 million in billings last year [in 1945 it had $40 million). Ifar'ul ft. Baltimore is general manager of the world's first one-million watt teleiision station. WBRE-TV, WUkes-Barre, Pa. The high-powered uhi outlet began operating with maximum power allowed by FCC in 12 December with RCA equip- ment. The station had been operating with 225 Lu since it went on the air 1 January 1953. The outlet welcomed 1954 as one of the first 22 stations to televise \B(-R< -f compatible color. Station is NBC "busier Baltimore sens WBRE-TV i OX ers two million people in 20 counties. 94 SPONSOR • Horixontal wipe 1 jlrilti Jj • Horixontal split .*» \TT 111/7/777 |^ V/CiyS ta present yo//r"com?//erc/aI w — with RCA's new Special Effects Equipment— you can ave these 12 attention-getting effects right at your fingertips. You push the button for the effect you want. You swing the "control stick" (rotatable 360°) and put the selected effect in the picture wherever you want it. It's simple, inexpensive — requires no complicated equipment or extra cameras. RCA's Special Effects Equipment consists of just two separate units; (1) a TG-15A control panel (shown left) and generator, (2) and a TA-15A amplifier. The Special Effects Panel can be inserted in any RCA Console housing. The other units can be mounted in your video racks. Installation couldn't be easier. For quick delivery, order your RCA Special Effects v ■.< Equipment direct from your RCA Broadcast Sales Representative. ^~ RCA Special Effects Control Panel— with 12 push- button selection and 360° rotatable stick control. RADIO CORPORATION of AMERICA ENGINEERING PRODUCTS DIVISION CAMDEN, N. J. SPONSOR SPEAKS_ Changing media sane I In- tremendous change that has taken place in media buying is re- flected in sponsor's 13 December 1954 listing of the Top 20 air agencies (page 31). Where once major agen- cies were tnainl) set up to turn out printed advertising, toda) you see the air media acquiring equal hilling im- portance with print. Among the top air 2H agencies, for example, nine bill ")()', or more in air media. An additional lour shops are ■in', hi stronger in radio-ft billings. It's apparent that among most of the large-t agencies air media have won o\ei hurdle- imposed 1>\ the genera- tion of agenc) people which had grown up on print and never did learn to understand air advertising. ^ el among mam medium-sized agen- i ies, from our observations, a job of education remains to be done. There arc -(ill shops which simpl) don't want to learn or fear to learn bow to handle radio or u campaigns. i \nd in all agent ies there's the tendenc) to be- < ciinc enthused with tv. \% itli radio Icli to struggle for attention, i Some of the agencies with consider- able ail billings up till recentlj were known for their identification with printed media. N. \\ . Aver comes to mind, having reached $18 million in air billings tin- year. \ir media are still small percentage-wise to Aver with its total hillings of $87 million 1 21'. I. I'mt it'- nonetheless the na- tion's LSth-ranking air agency. Hon quickl) air media billings can jump is reflected in the growth of some of the leaders. BBIM) went up $9.5 millions from L953 to 1954. Yel this wasn't enough for it to remain number one among the top 2n. Y&R went up $16 millions to become top air agenc) in the I nited States (with $64 millions in air media to BBDO's $59 million). » * * KITE turns down business \\ e like a letter sent out recent 1\ by KITE, San Antonio. This is what the station said in explaining why it might not he able to accept all the business offered to it before Christina-. "It would be eas\ for KITE to dou- ble its business in November and De- cember ... all we would have to do would be double-spot announcements. run competitive accounts back to back. "If we have to turn down a request of yours between now and Christmas, remember i as Dad used to sa\i. 'It hurts US more than it does \ou.' But w( assume that one reason \ou like KITE is the same one that makes Listeners like KITE. We sell one thing at a time. "We appreciate your business and will not clutter up \our announcements b\ running two. three, or four to- gether. Our listeners are more mind- ful of your msesage when it is de- livered the KITE-way. They believe and bu\ what thev hear on KITE." Farm air opportunities Farm radio and tv aren't being used adequatelv b\ both consumer and agri- cultural product advertisers. Many a client who could gain in farm areas b) becoming identified with the spe- < ialized appeal of farm programing has yet to try this approach. It's the usual story of fixed habit and failure to experiment. The big change could come about if some of the New "l oik agencies showed the way. I And behind the scenes some are working to develop farm air cam- paigns.) The advertisers alreadv using farm air know the riches to be gained through the persuasion power of ra- dio and tv farm directors. As KCMO- KCMO-TVs Jack Jackson, president of the farm directors' association I \ ATRD), explained it recently: "not a single major farm advertiser has reduced his radio and tv budget dur- ing the past year." Applause The standard raisers David Ogilvy, president of Ogil\\. Benson \ Mather, recentl) advocated some Bteps to raise the standards of advertising. Ogilv) feels a I niversit) of Advertising mighl create a higher level <>f values and performance throughout advertising. It- one ..I those dream-* heme-, of course, but what- important is that advertising toda) has so mam men who are willing to dream and work in behalf of high professional standards. Men like David Ogilvy. Fax Cone, Earle Ludgin, Charles Brower I all of whom have spoken out this year on the subject of good standards I repre- sent the advertising profession's well modulated majority. But in advertis- ing, whose function is to he noticed, even a small minority can do great damage. It's a particular!) difficult problem in television because it is the medium whose effects for good or bad are up on the li-t of courses at Ogilvv's advertising university would be Good Taste in Tv Commercials 1 and Be- lie\ ability 2. Until the dav when graduates of Advertising V. take over, the direct brunt of maintaining tv's standards falls on the Television Code. The code and the support it receives from a ma- jorit) of stations is a further indica- tion of the sense of responsibility to be found in the advertising and me- n least escapable. We presume thai high dia community. 96 SPONSOR all it takes is the right catalyst . . . ^. catalyst, you'll recall, is an agent that brings bout a change in other things — yet remains s-good-as-new itself. This is a rather accurate definition of what VSAZ-TV has been doing so admirably for the ales of so many products here in our big Ohio tiver Valley market. Their manufacturers have earned how effective an advertising catalyst ve are — pervasive and persuasive in almost alf a million television homes across ive states ! Here is an area where sales-making can be highly productive effort. Nowhere in the ation will you find such a vast profusion f factories, plants, shops, mills, and /orks — running at prosperous full-throttle - s in this industrial heart of America, 'hanks largely to their activity (and re- ultant payrolls), an economic pressure of early four- billion dollars' buying poiver rill pile up this year. Converting a bigger share of this into lore sales for yourself is easy when you all upon the catalytic power of the nly single medium covering our whole 16-county beehive. How easy (and at mat reasonable Hu„ti„gto„- ^ ost) is a formula waiting your ispection at ny Katz office. Nitrogen Division, Allied Chemical & Dye Corporation, at South Point, Ohio, is another of the prominent industries in WSAZ-TV's area. Employing approximately 1,200 people, it has a yearly payroll over $J,,500,000, with additional millions spent locally for materials, taxes, transportation, etc. The plant is one of the country's leading producers of nitrogen products and basic industrial chemicals. Huntingto Charleston, S~~7 West Virginia CHAXXEL 3 ^ 100,000 waits ERP XBC BASIC NETWORK affiliated ABC & Du Mont ^ ^\ <£i, WSAZ TELEVISION also affiliated with Radio Stations WSAZ, Huntington WOKV, Charleston Lawrence H. Rogers. Vice President and General Manager. WSAZ, Inc. represented nationally by The Katz Agency I» KMBC <*{ Kansas City serves 83 cour in western Missouri and eastern Kar I Four counties (Jackson and Cla? Missouri, Johnson and Wyandotte Kansas) comprise the greater Ka City metropolitan trading area, rat 15th nationally in retail sales! KFRM {ox the State of Kansas, is a tx to KMBC, puts your selling message i the high-income homes of Kansas, richest agricultural state. w PROGRAMS THE HEART OF AMERICA LISTENS FOR: in a BLUE CHIP market . . . RHYMALINE TIME with David Andrews and the KMBC Tune Chasers. THE HAPPY HOME with Bea Johnson and Guests. FARM SERVICE PROGRAMS three times daily, Monday through Satu Livestock, grain, produce, markets, music, weather and- farm features originating the KMBC Service Farms. DINNER BELL ROUNDUP news, music, comedy, market reports at — with the Texas Rangers and Jed Stc WESTERN ECHOES with the KMBC Texas Rangers. SPORTS QUIZ with the Experts, Sam Molen and guest BRUSH CREEK FOLLIES famed variety show Country and We RHYTHM AND BLUES Saturday night dancing party disc |OC> by B. B. Dilson. LOCAL News, Weather, Sports, Public S Interviews and Discussion Programs. PLUS BASIC CBS Radio NETWORK FEATURI the KMBC-KFRM radio TEAM Ist in the Heart of America! Deal yourself into the big winnings by going on the Team! KMBC-KFRM stakes you to solid prestige, proved performers and pulling power — plus popularity that has been WON and HELD! Your message will reach more listeners in the "blue chip" markets of populous Greater Kansas City and prosperous Kansas, via programming that is timed and tuned to the heartbeat of this area. Local-flavor news, entertainment and information (part of the Team's vigorous "live" programming) balance the tops in i'HS network programs, to appeal directly to every interest level! You are playing only the safe bets when you buy on the Team. See your Free and Peters Colonel for choice availabilities! 99 PERSONALITIES THE HEART OF AMERICA LISTENS M r^Jr- m Free & Peters, inc. I Sjliortjl Rtpmtntatittl DON DAVIS, Vice President JOHN SCHILLING, Vice President and General Manager GEORGE HIGGINS, Vice President and Sales Manager Basic do Radio iTY theKMBC-KFRMradioTEAM 1st in the Heart of America! Claude Dorsey, News Director, and the I Newsbureau Staff: Bill Griffith, Rev. M Lionel Schwan, Neal Johnson, John Thornl Jim Burke. Phil Evans, Director of KMBC Service F ond area-famous form experts Bob Rilev Jim Leathers. Sam Molen, Sports Director. Merle Harmon, Assistant Sports Director. Bea Johnson, Women's Editor, winr McCall Magazine's GOLDEN MIKE awar other broadcasting honors. Plus these long-famous musical groups Texas Rangers, The Brush Creek Gone Tune Chasers. PLUS CBS features: Amos 'n Andy, Gene Jack Benny, Edgar Bergen, Perry Bing Crosby, Xavier Cugat, Galen ( Doug Edwords, Tennessee Ernie, Gangb Arthur Godfrey, Guiding Light, Gunsn Robert Q. Lewis, Larry LeSeur, Perry A Ma Perkins, Ed Murrow, Mr. & Mrs. Mr. Keen, Our Miss Brooks, New York hormonic, Lowell Thomas, Bob Trout t host of other high-rated radio favorites. . . and for Television, it's KMB Kansas City's Most Powerful Television Station NATIONAL 8RQA0CASTING COMPANY, Inc. GENERAL LIBRARY SO ROCKEFeLLFR PLAZA, HEW YORK, N, Y.