NATIONAL BROADCASTING COMPANY IkL GENERAL LIBRARY ' 3B SegKEf^kklfi PLAZA, NEW YORK, N. Y» Onon impreisei hit milk sponsors (pages 4 incl 17) Listening: Fall 1947 • Humanizing a public utility Transcriptions: Question mark • Milk on the air ii WWVA announces the appointment of EDWARD PETRY k CO. as national representatives effective October 15, 1947 WWVA wheeling, west Virginia 50,000 watts, in the heart of the steel and coal belt of the nation 1 • • . .SPONSOR REPOl .SPONSOR REPORTS.. NOVEMBER 1947 CEREAL FIRMS RETRENCHING GIVEAWAYS GET NBC FROWN NO FCC ACTION EXPECTED ON WEB STATION REPRESENTATION CINCINNATI PULSE FOOTBALL'S MULTIPLE SPONSORSHIP MORE NETWORK SIDELINES WEATHER SPOTS NOT PROHIBITED Tight grain market is forcing cereal firm retrenchment of advertis- ing budgets. Kellogg 's requested six-month hiatus on "Breakfast Club" was refused by ABC on ground that period could be sold to one of clients on waiting list. General Mills will start making cuts in November with at least two network programs affected. -SR- Programs depending on giveaways for appeal are being frowned on by NBC. Its own "Honeymoon in New York" is expected to exit on Jan- uary 1 and sponsors will be urged to stress entertainment rather than something for nothing. This will have no effect on productions like "Truth or Consequences," "Dr. I. Q." or similar shows. -SR- Petition by station representatives association to Federal Communi- cations Commission to stop networks representing affiliate stations is not expected to get anywhere unless reps prove coercion. Net- works are expected to establish separate corporations for their spots sales organizations after fuss and fury is over. -SR- The Pulse Incorporated has added Cincinnati to list of cities in which it is conducting surveys. With first report of Cincinnati Pulse, the organization will be covering six areas with 6,289,880 radio families. This is 18.5 per cent of U. S. total. -SR- Football is proving even more commercial than expected when season opened. WIND, Chicago, sold games to five sponsors. Underwriters include Karoll's Men Shops, Standard Oil of Indiana, Armour Packing, Goebel Brewing and Atlas Prager Beer. Some key games, i.e., Notre Dame's, Michigan's, Penn's, will have as many as 18 broadcasting booths and as many sponsors. The games in some cases go to single stations, in others to regional chains. -SR- Realizing that losses from TV operations will be staggering during next few years, networks are more and more emphasizing profitable sidelines. CBS' purchase from Fletcher Wiley of Housewives' Protec- tive League (program producing organization) for rumored $1,000,000 is one of these moves. CBS has in past paid HPL thousands for pro- grams on WBBM, KNX, KMOX and KQW. Move will switch New York program of HPL from WJZ to WCBS. -SR- Weather Bureau admitted recently, after an earlier ruling to the contrary, that it had no control over weather broadcasts on sta- tions. Reported ban on recorded weather spots never was an order since only thing Bureau can police is representation that jingle or song is an "official" pronouncement of USWB. Credit Harry S. Good- man for going right to Washington to get clarification. SPONSOR, Vol. 2, No. 1, November 1947. Published monthly by Sponsor Publications Inc. Publication offices: 5800 N. Mervine St., Philadelphia 41, Pa. Advertising, Editorial and Circulation offices, 40 W. 52 St., New York 19. N. Y. Subscription $5.00 a year in U. S.. $5.50 elsewhere. Appli- cation is pending acceptance under act of June 5, 1934. FASHION GETS HALF OF ABC FAN MAIL MBS RESEARCH TRAVELS ALONE RURAL STATION BUSINESS HITS ALL-TIME HIGH STATIONS RESENT RADIO MFGS NON-USE OF RADIO TRAVELING RESEARCH ised instead of Cross] Hooper** Crossleyt * 43.9 12.9 42.4 13.7 44.1 18.7 48.8 26.8 59.4 24.7 60.2 Over 50 per cent of ABC's mail in September was written about one thing and came to one broadcaster, Ted Malone. It was all on sub- ject of the feminine "new look." Mail count was 110,596 with Malone 's pro and con letters adding up to 56,788. -SR- Mutual is going it alone researchwise at this time. MBS thus far has not subscribed to Broadcast Measurement Bureau. It has dropped Hooper. Archibald Crossley made special MBS Crossley Rating report on World Series. Rating was on "recall basis" technique discarded with Cooperative Analysis of Broadcasting (CAB) some years ago. Its "listenability" report (which MBS is using to indicate coverage) is new variation of signal strength presentations. Basis of "listenability" is that since MBS hasn't top programs (with excep- tion of a few public service airings and whodunits) it must present sponsors with possibilities of what might happen if a Bob Hope aired on web. World Series listening figures are another indication of what can happen on MBS. Figures are amazing even if coincidental 1st & 2nd game 2nd & 3rd game 3rd & 4th game 4th & 5th game 5th & 6th game 6th & 7th game *first game not on a Hooperated day so no survey made. **per cent of total homes in Hooper surveyed area, tper cent of radio homes in Crossley surveyed area. -SR- Farm station business is at all-time high. This is based upon un- official figures reported to FCC which will be basis of report issued in 1948. Reason for surge of rural spot business is amazing farm income increase. Farm income in 1946 reached $25,322,896,000, and 1947 is expected to increase this 10 to 25 per cent. -SR- Resentment against radio manufacturers using so little broadcast time to sell receivers has manifested itself in a number of stations not cooperating with NAB-RMA (Radio Manufacturers Association) cam- paign to place multiple sets in every home. Station most voluble on subject was WGN, Chicago. Only set manufacturers on the air are Pilot (MBS), Philco (ABC), and RCA-Victor (NBC), with Stromberg- Carlson using small FM network (Continental) to help frequency modulation along. -SR- Qualitative research picked up its equipment during past months and tested audiences in Ft. Wayne and Boston. McCann-Erickson took Lazarsfeld-Stanton Program Analyser to Ft. Wayne and for two weeks tested clients' programs. CBS took its "Big Annie," mass audience reaction recorder, to Boston to test programs for network and sta- tion WEEI. SPONSOR SORRY, WE HAVEN'T ANY BRIGADIER-ADMIRALS... — but WVET has almost everything else to help you do a whizz-bang of a selling job! Who won the Battle of Rochester for this high profit market's 5000 watt station? 38 veterans stub- born enough to insist there's NO SUBSTITUTE for plain old-fashioned get-up-and-go. And now WVET is out to do some fancy battling for vou! No . . . we have no intention of dropping you like a hot potato once you've signed. We've been timebuyers and clients our- selves so we know what you're up against . . . firmly believe in servicing the sale. I. Thanks, old man, but we don't ivant an A for Effort. All we're after is A-f re- sults for YOU — whether you're out to break sales records for Flapdoodle's De- licious Gumdrops or Diesel- powered tractors. 0 >■ 3. Frankly, we can't afford to miss any boats because we've invested our own hard- earned sheckels in WVET ... all 38 of us. To put it candidly, we have to make money for YOU — so we can make money for us. 0 5. You bet we'll test shows for you and give you complete advertis- ing and merchandising service. Anything to help you sell more of those delicious gumdrops — or any- thing else you want to promote. We can also give you expert, on- the-spot help with local distribu- tion problems. 6. We're set up to give you the kind of personal, indi- vidualized service you want . . . the kind of service Q that will help you get bigger and better returns from every one of your WVET broadcasts. So hurry to your nearest three-cent stamp and write for full details about Rochester's new live-wire, up- and-at-'em station— WVET ! VETERANS BROADCASTING COMPANY, INC. 204 GRANITE BLDG., ROCHESTER, NEW YORK WVET 5000 WATTS 1280 ON YOUR DIAL (YOUR MUTUAL STATION) NATIONALLY REPRESENTED BY WEED AND COMPANY NOVEMBER 1947 #. I Wi^ \^fl SPONSOR REPORTS 40 WEST 52ND NEW AND RENEW MR. SPONSOR: MORRIS SHAPIRO MILK ON THE AIR INDUSTRY CHART: DAIRY PRODUCTS THE OHIO STORY LISTENING: 1947 TRANSCRIPTIONS: QUESTION MARK REPEAT BROADCASTS TV-FM-FAX MR. SPONSOR ASKS CHILDREN'S HOUR SPOT PROGRAM DIRECTORY SIGNED AND UNSIGNED BROADCAST MERCHANDISING 4-NETWORK COMPARAGRAPH SPONSOR SPEAKS APPLAUSE 1 4 9 12 17 21 23 26 30 34 36 40 42 44 58 62 67 78 78 PublUhed monthly by SPONSOR PUBLICATIONS INC. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New VorklO, N.Y. Telophone: Plaza 3-6216. Chica«o()ffico: 410 .\. Michigan, relcphotie; Whitehall 3540. Publication Offices: .■iSOO North Mcrvinc Street, Philadelphia 41, Pa. Subscrip- tions: United State.s. The\' know that 1,657,933 of that is city zone circulation, and that 464,517 is trading zone. Let's forget about readership, and the other imponderables, and stick to the circula- tion/acfs. Uany New York radio station can furnish anything as factual as the above figures, I'll be glad to recommend it recklessly from here on in. Now, let's not be silly aboift it; nobody's condemning radio as an adver- DAVENPORT, ROCK ISLAND MOLINE, EAST MOLINE Only woe delivers satisfactory year-round \BC service to the Ouad-Cities . . . the largest metropolitan area between Chi- cago and Omaha, and between Minneapolis and St. Louis. .\ppro.\iniatcly 218,000 jieople work and live here . . . make it the 40th retail market in the nation. 5,000 Wstli, 14J0 Ke. Basic NBC Affiliate B. J. Palmer. President Buryl Lottridse, Manasci SPONSOR It's As Simple As Reading Off A Log — The network owned and ronlrolled division ol the Columbia Broadeast- ing System, Radio Sales, has made some extravagant claims about their achievements in Spot Radio to some CBS affiliated stations. Specifically, they've claimed prow- ess in selling locally produced pro- grams to national advertisers and chose their performance on WEEI, Boston, as the classic example. We compete with Radio Sales in Boston. We checked the logs for WEEI and for WNAC for a recent random week. The FACTS show: • We sold more Single Sponsored programs (21% more) to more National advertisers (11% more) using more time (40% more). • We sold more Multiple Sponsored programs (126% more) to more National advertisers (113% more) using more time (119% more). • We sold, altogether. 79% more programs to 75% more National advertisers for a total of 94% more total program time. We believe that the sale of local shows is important but it is only one of many important responsibilities we conceive ourselves to have. Representing radio stations means representing their best interests — all of them. In short, we will continue to follow the policies which have governed our successfid operation for some 15 vears. We will con- tinue to present the many advan- tages of Spot Broadcasting to National advertisers and to represent the best interests of our stations, even when they conflict with those of the networks. We will continue to sell advertisers whatever facihties the stations have available to move merchandise most effectively. t J ■*?vcll, it's no runs, no hits, hut a very real errorl Western Michigan has a fading condition >»hich strikes out the reception of even the most powerful outside signal. All you have to do to prove this point is to study any listening report you choose. . . . To coier Western Michigan (anv<> ('US stations give you a cond>ination that i-an't he matched hy any other station or eomhination of stations either inside or outside the area. ish for the fads — from us, or from Avery-Knodel. In<'. * Diiriiiu, 21 Vi'ors of Ixisfhiill. I'y Cohh stole H')2 bases. >llfUEF ^^^ IN KALAMAZOO I /^^ in GRAND RAPIDS •n4 GRIATER WESTERN MICHIGAN (Ctt) AND KENT COUNTY ^^^-^^ll^' "^"^ AND opEB^^no I'nlA^^'^'* ^ ^WOADCASTINC ^^^ AVERY-KNODEL, INC., EXCLUSIVE NATIONAL REPRESENTATIVES f'lO Hest52nr] tisinj; medium because it happens to be one where its very nature makes an exact counting of noses an impossibih'ty. It seems to me, however, that it's that very impossibility that points up the necessity for marshaling whatever information is available, maintaining a running check for other/dcfiui/ d(Kumentation, and doing an over-all promotion job for radio as an advertising medium, and doing it com- petitively. Let's settle the individual station prop- osition by pointing out here and now that every broadcaster in, say, Detroit has a pitch all prepared that's designed to show the timebuyer why his station, station A, is better than station B. Station B has a nice offset brochure on the subject, and so on down the line. But, has anybody ever seen a presentation on the superiority of radio, as a whole, over Detroit news- papers? I think not. I haven't anything against Detroit, really, excepting for the fact that there's an automobile manufacturer there who's been holding up my new car for over two years. And I suppose that a one market radio promotion is too much to expect. It just seemed to me a simple way to illustrate the fact that while I've sat through presentations where magazines blasted away at radio, and newspapjers trained the big guns on radio, I've never been around when radio popped away at anybody with so much as a pea shooter. And while it would be manifestly ridicu- lous to accent destructive selling as the only form of good selling, it's just as silly for radio stations to expend all of their promotional ammunition firing at each other, completely ignoring the outside barrages aimed at all of them. I don't think that it's unfair to expect the radio broadcasting industry to invest some of its profits in something that will inevitably return to them in the form of additional profit. More than that, with the gravy train threatening to pull out of the station 'most any time now, this isn't a very good time to be laggard. And so far as my attitude as a radio director is concerned, it all boils down to this: It would be a lot more useful all around if the station men would spend less time, individually, trying to sell me, and use it collectively working on something for me to sell with. Next! Raymond E. Nelson President Raymond E. Nelson Inc. [Please turn to page 76) SPONSOR RAIX-a la carte The Salt River Valley of Arizona was in the death-grip of parching drought . . . but suddenly . . . THE RAINS CAME! A stroke of luck in this arid land? No! That life-giving rainfall was the result of man and his science. Since time began man was the slave of nature . . . expecting little and hoping much of the thunderheads, but today man has discovered that the pilot of an airplane can drop dry ice pellets into the moist clouds and rain will fall . . . when and where he wants it! Yesterday the rain clouds were raisers with their wealth . . . today they are the nation's sky -borne reservoir! And just as science probes the future, so WSPD looks ahead, finds new ways to better serve the people who live and w ork and buy in the North- west Ohio area. WSPD's search for "Things to Come" has resulted in "Action Today" . . . action in the form of sales resvdts — the kind of action that keeps WSPD in its position of the most effective adver- tising medium in Northwest Ohio. A QUARTER CENTURY • THE VOICE OF TOLEDO WSPD TOLEDO, OHIO 5000 WATTS Just ask. Katz NOVEMBER 1947 <^runTS fi4<^^ I 6^0% le\Qw\sion^s greatest comedy show Wrestling Matches Pull Television's Biggest Audiences ,,, and they're all yours on Du Mont Station WABD, New York Here's a tailor-made program all get for you. Blend of good hard fighting and pure comeaU404i> SPONSOR AGENCY STATION PROGRAM, time, start, duration American Packing Co American Tobacco Co Artophonc (Philco div) Atlantic Refining Co Atlas Brewing Co Barr's Jewelers Beneficial Saving Fund Anfenger KSD-TV, St. Louis Foote, Cone & Belding WCBS-TV, New York KSD-TV, St. Louis W.NBT, New York Marjorie Wilten KSD-TV. St. Louis N. W. Ayer WPTZ, Philadelphia Olian WBKB, Chicago Edward J. Prager WPTZ, Philadelphia Richard A. Foley WPTZ, Philadelphia Spots preceding all televised sports; Sep 26; indefinite (n) Film spots; 3 weekly; Oct 2; 52 wks (n) Film spots; 5 weeklj; Sep 28; 13 wks (n) 0>llege football games; Sep 27; season (n) High school football; Oct 11; season (n) I'niv. of Pa. football games; Sat afternoons; Oct 4; season (n) Chi. Cardinal's football games; Sun aft; Oct 5; season (n) Time signals at station sign-off; Sep 29; 13 wks (n) Time signals; Sat afternoons; Oct 4 to Nov 29 (n) NOVEMBER 1947 SPONSOR AGENCY STATION PROGRAM, time, start, duiation llii ur ( ATS Im- Itoiiilfil AiiKi SiilcN Itoluny \V<>rHlrd MIIIk Biiliivn Walcli (:<> ' nVI) Corp Ciinii'i (jintlies Inc KllJin National Watih Co Mort Farr (.fiit'ral Koods (: llouNi- pli;liuis I.i-Mir Wolff Wens- I \ , \.» \ti William Warrin WAHI). St w York Siltxrhicin-i.oldsniiih WMiT. Niw ^ ork Blow Grey Direct J. Walter Thompson Edward Shapiro Younfi & Kuhicani Kobt. J. Fnders Funt-(;oldwkk CJeyet . Newell & (iai)iier Ralph A. Mart Direct Julian (;. Pollock Soils S. Cantor Direct Campbell- Km aid rililip Kl.'iri WNHW. WashlniSton KTI.A. l.iiN Angeles WItKK. ChicaUo WNIir. New York WAHI). New Y.irk WNHT New 1 .irk WPIZ. Philadelphia WFII- rV. Philadelphia W NM r. New \ ork WNHW, Washinftton St»ots precedinC football ilanus: Si p 1 1 ; m aMin Oi) Know ^our New ><.rk; Wed H:4.S-9 pm: Oct I; I.? wks (n) Weather hpots precedinfi pro fiMitball: Sep 17; season (n) Weather spots precedinft collefie football: Sep 27; season (n) ■finie sliinals; Fri nights; Oct .1; II wks (n) Weather signals; .< weekly; Oct 7; 52 wks (n) Weather signals: i weekly; Oct 14; S2 wks (n) Weatht r signals; preceding pro fool ball games; Sep 17; season (n) Look Ipon a Star; Tu 7:.*0-7 :4S pm; Oct 7: 39 wks (n) Time signals; Sun nightr; Oct S; II wks (r) Time signals before and after foi'iball games; Oct 4; U wks (r) Farr Heiler Sports; Sat K-K:I5 pm; Sep 20; 26 wks (n) Jillo Progr:im; Th H-H-.M) pm; Oct 2; S wks (r) Time signals; Sep 17; 13 wk« (n) WAHI). New York Small Fry: Mon 7-7:.»0 pm; Oct 6; I.l wks (n) WCHS-TV. New York Columbia I,', football games; .Sat 1:50 pm; Oct ll-Nov 22 WPIZ, Philadelphia WI»T7.. Philadelphia WPIZ. Philadelphia WPTZ. Philadelphia W ABD, New York W NH r. New York and WI'IV Phihi.Iclphia W 1' I / IMiihuUlpliia Time signals at station sign-ofT: Oct 5; 13 wks Oi) Studio Show : MW 2-3 pm ; Oct 13 to Apr 14 '4K (n) Home football games Philadelphia Kagles; Sep 2h; season (n) INS Television News; 5 weekly; Oct 6; 13 wks (n) Spots; Sep 29; 13 wks (n) Campus Hoopla; Fri «-S:15 pm; .Sep 26; 13 wks (n) INS 1 : Sip 1^; 13 «ks (r) NeuA Ahn Freiburg. L. .\. Waller Weir. N. Y. McCann-Erickson, L. .\. Ad Fried. Oakland Mavirs. L. A. Ad Fried, Oakland Fcrwcrda-Boone. N. 'W R;'lph II. Joiu s. Ciiu i. Sp>OH4xt^ PenAxutml QUa^u^ei. NAME FORMER AFFILIATION NEW AFFILIATION Ihirol.l .1. lUeb.s Da\id R. Compton Louis F. Czufin John A. Dnh.son W illiam R. Mason Walter Mayer L. It. Jack Nelson Ouentin D. Pierce Jerry (,)uimby (;. Reed .Schreiner I arle II. Selby Lewis W . .Selnieier \ inceni .S. Sliallow ILrlxri H luvl.ir Coitimonwealth Kdison Co. Chi., asst adv mgr Essex adv svc div. .Safeway .Stores, S. F. Pan .\merican World .Mrways, N. Y'.. asst to adv mgr Maltex Co, Burlington, Vt. William B. Remington, Springfield, Mas.s.. group dir .Squirt (;o, L. ,\.. adv mgr .Sweets Co of Amer, lloboken. N. J., exec vp (^>nsolidated Royal CMiemical Corp, Chi., adv. sis dir Roy S. Dursiine. N. Y. I' .S .Steel Corp of Delaware, avsi adv dir .\merican Home Foods, N. ^. Rol>ert .\comb. Cine, vp Nurlhwcslcrn Yeast Co. Chi., sis. adv exec Same, adv mgr Safewa.v .Stores. Dallas district, adv mgr Pan .\merican-C;race .Mrways, N. Y"., adv mgr -Same, adv. sis prom dir (ieyer, Cornell & Newell. N. Y'., acct exec Carnation Co. L. .\., a.sst adv mgr Bianchi Co, N. Y'.. adv. pub rel head Jatiues Mfg Co, Chi., sis. adv mgr Helena Rubinstein. N. Y., adv dir Same, adv dir C F Nutri-(^>la Iniernaiional Corp. N. ^ . Consolid:ll< >l Ko\;il ( bcntit :il ( <.rp iilllll.l r\u 111 ■■:m ^ 111 . ."v. «.. ,i%j * uii 'Name, adv dir larr-Consolidatcd Biscuit Co. W ilkcs-Barre. gi Ksiaie lleairola Div. Noma Electric Corp. II k ...-I «'.l.. l.....r.. ..,:... ...I #'..PH V \ ...I. .Ilr 'n nN. ait\ dir amilion. ().. adv dir bi . sK. adv dir {Please turn to page 58) I WIIL CI YE YOU' COMPLETE PICTURE OF RADIO IN IOWA! Now you can know the listening habits of Iowa people so well that you can instanti tell what stations are preferred in each county as well as in the State as a whole I Now you can know what percentage of Iowa people prefer each station heart! in th State — how many hours are spent with "listened-to-most" stations as compared will "heard-regularly'" stations — what stations are preferred for NcMScasts and Farm Pro grams. Now you can know what percentage of the total Iowa audience listens to th radio, at any quarter-hour period of the day — with figures broken down by station and counties. These and many other vital facts are covered in the 1947 Iowa Radio Audience Survej by Dr. F. L. Whan of the University of Wichita. This invaluable work is based on inter views representing one of every 73 radio homes in Iowa. It is a MUST for every executiv interested in Iowa advertising and merchandising. A copy is yours for the asking. Use the coupon TODAY! P THE 1947 IOWA RADIO AUDIENCE SURVEY COVERS: Station Preferences in Iowa News Preferences Farm Program Preferences Public Attitude Toward Transcriptions vs. Live Broadcasts Analysis of Audience by Time Periods Program Preferences Program Material Preferences • • • This authoritative Study contains many maps and charts — breakdowns by age, sex, place of residence, etc. It will be the most valuable book in your radio file. >X rite for your copy NOW ! fi WHO For Iowa PLUS! + Des Moines . . . 50,000 Watts B. J. Palmer, President . . P. A. Loyet, Resident Mgr. Free & Peters, Inc., National Representatives I Mr. Sponsor: j & and cut out the Grand Canyon? That's practically the W-W-D-C story. Started small. It grew and grew. Today it has carved a listening audience out of this big Washington market that's the envy of a lot of people in radio. Alert programming, keeping an eye on the future, and all-around hustle have done the job. You can have W-W-D-C— AM or W-W-D-C— FM. Whatever you want in Washington, keep 4 important call letters in your mind — W-W-D-C! It's the sales- Only one other station in Washington has more loyal listeners WWDC AMFM-The D. C. Independent >l€»rris ^iliapir«» President, Tiimount Clothing Company Wn the midst of runaway markups in the men's clothing business, Morris Shapiro and his Trimount Clothing have done much to salvage lower cost selling in men's suits. Shapiro is sincere in believing that the con- sumer should get a break. Volume manufacturing of a basic line is the answer (Trimount is the world's largest men's clothing manufacturer)- and to radio goes credit for sustaining the demand and building good-will for Trimount's Clipper Craft Clothes. Virtually all the Trimount ad budget of $450,000 a year goes for radio, selling the name of Clipper Craft on 275 Mutual stations each Sunday via the classic whodunit Sherlock Holmes. Toda>', in a market once again veering toward the buyer, more than 1200 store outlets in his "voluntary chain" are doing well with the Clipper Craft line, and there is a growing waiting list. Imaginative, unassuming, promotion-conscious Shapiro has done an uphill job too in selling outlet stores on the use of radio. Nearly 200 of them place cut-ins on Sherlock and many now have programs of their own. The eight >ears that Trimount has been a network advertiser have taught Shapiro many lessons. He has discovered that style-conscious women are a big fartor in the selection of men's clothes, so commercials are pitched at them too. He knows that radio campaigns must be mer- chandized to dealers and public at point of sale (Shapiro supervises this himself) to be properly effective. Above all, he has found out that one of the basic factors of success in air advertising is "continuity of effort." Where eight years ago Trimount advertised via Dorothy Thomf>son on a spring-and-fall schedule only, Shapiro and Sherlock Holmes are today teamed to sell on a 52-week basis. 18 SPONSOR RADIO'S GREATEST f ZIV STAR SHOW • i RADIO'S CREATES^ AR SHOW • A vi RADIO'S GREAT^j ZIV STAR SHO' RADIO'S ^ ^PER-DOLLAR BUY! •RADIO'S GREA RSHOW • A ZIV STAR SHOW • K^DOLLAR BUY! •RADIO'S GREA A ZIV STAR SHOW • A ZIV ^'^R BUY! •RADIO'S GREA II I'" • ARS RADIO'S b; [AR SHOW ^ RADIO'S or [AR SHOW i RADIO'S GH AR SHOW i RADIO'S GR A ZIV 'S GREA • A ZIV ADIO'S GREA EXC'T'lt.'^sioW «^^'?nVENTURE- '^^'^I/nETECTlVE ^^:^ I'ER-DOLLAR BUY!^»^ rziv Tar SHOW • A ZIV STAR SHOW "^T POINT-PER-DOLLAR BUY!^RADI( S^IREA IHE PROOF IS IN THE RATINGS I Co/^s^r&^ny . m\% all com " STATIONS FROM' rt>' .ove tes^ CO ^^^"cott^P^^' •\\s TORONTO THURSDAY, 9:30 p.m., CfUB 14.6 ii^ Dominoles the dominion ...more than twice com- peting top comic'j rating. (Elliott. Hoynei-Ocl., 1946) ^BH •ORTLAND SUNDAY, 1 2:30 p.m., WCAN 14.0 Maine attraction in Port- land... 57. 8% Share of Audience. (Hooper-Oct. -Feb. ,1946.7) MNGSTOWN THURSDAY, 7:30 207 P-ni., WKBN KjyORUAN? ^4% Sha 'MONDAY, 6.30 '■e of Audi" nearesf ^"^e . . . double --PeHfor.. o top-f)/ghf net- Seott 14.1 P f"., VVVVL o fon (HOOPER-FAU-W 'NTER. 1946.47) n comperina „ ''""'"•"'°'or '""O't thr»» t» "o'lon '^----cj:.°r',,46-4. ETITION ^^ for o'^^over ^^'^\ On ■"•fJ'sH - ^ I J^mf-muR " WSTON BlflcWf" ''ROGRAMS AMRABLE 'p. v., '^^^/^/SOAf ROAD . ^'^CINNATI Ooo RANSCRIBED IR LOCAL AND REGIONAL SPONSORS! I T FRANK KATZENTINE I I I Announces the 'appointment of UIEED flriD compQn Y NEW YORK . BOSTON • CHICAGO • DETROIT • SAN FRANCISCO • ALTANTA • HOLLYWOOD I I I I AS NATIONAL REPRESENTATIVE • I 5000 UlRTTS-OnV DIRL 1360 1000 UinTTS-mCHT 16 SPONSOR Vol. 2 • No. 1 November 1947 MILK on the air Manyjprograms being broadeast, but there's no ansiver to ivhat makLes 'em buy over-all The dairy industry is a $7,000,000,000 business which hasn't found a general broadcast program formula that sells milk. A number of sponsors still cling to the illusion that kiddie shows are the milk answer. Most dairies, however, have by now discovered that tiny tots are fickle, just as the bakery field has uncovered the fact that business inspired by children goes to the firm currently offering the biggest gift or premium {Bread and Cake Story, April '47 sponsor). Milk basically is a locally-produced' and'merchandised product. The local angle is frequently insured by ordinances and state laws restricting the "milk shed," i.e., the area in which milk may be produced for sale in a certain locality. There are only two great national dairy organizations, National Dairy and Bor- den. Together they handle only 17 per cent of the milk produced, the former processing 1 1 and the latter 6 per cent. They operate as dairy organizations in 33 states and do a combined gross business of $1,150,000,000 a year. This includes cheese, condensed milk, ice cream, and instant coffee, to mention a few Borden products, and cheese, mayonnaise, and a 17 |l^ ?;. r * BROADCASTING FROM HOUVWOL EVERY WEDNESDAY NIGHT AT Sponsored by Abbotts Dairies DON'T MISS FavoriteSto''y Sundays 5-5:30 p.m. 560 fil4( ON TOUI DIAL Doll; Madison ICE CHAM »ojr (awonle 'ice cream' siory g^ PHILADELPHIAS flMEST RADIO JHOI¥/ ^ WFIL PRESENTED BY ABBOTTS DAIRIESimc e¥£RYSATURDAY%'9'^^kyii Three types o\ dairy shows on one station — (top) network cooperative program, (center) a transcribed dramatic program, (bottom) a locally produced teen-age opportunity "hour" host of other items that bear Kraft or Seal- test labels for National Dairy. Most retail dairies are independently owned, although both Borden and some of the National Dairy-owned regional companies operate a limited number of retail stores. In cities retail dairies special- ize in milk, eggs, and cheese but carry a full line of groceries to compete with the general grocer who handles a full line of dairy prtxlucts. It is almost the only field, aside from laundries, in which home delivery service continues as a basic mer- chandising ingredient. It costs more to have milk delivered but the milk bottle beside the door has survived all techno- logical advances. The ideal program should be one that reaches the whole family and concentrates on the woman in the home, since the housewife does 92 per cent of all the buying of dairy items. Because a substantial part of the dairy industry realizes that it must reach the families of the area it serves, and sell the women, adult and nighttime dairy pro- grams predominate in the cross-section survey which is the basi« of the industry chart published with this report. This index indicates that 83.5 of the dairies re- porting used adult programs of varying appeals on the air while only 16.5 slanted their vehicles to youngsters. Many of the adult programs are slanted directly at the ladies, 18.7 per cent being in this category. Next in use by dairies are spot announcements, 16.5 per cent using them. Then come news broad- casts, with 15.3. Musicals representing In Chicago, Bowman Dairies presents "Musical In BuFfalo, for the past three years. Bossy has In New York, Sheffield Farms filled Madison Milkwagon" with Dinning Sisters and Tommy been jingliring over five stations with doggerel Square Garden for one WOR broadcast of Port on WGN and at hundreds of functions like that on this Rich's Ice Cream card "Guess Who " with Happy Felton and gimmicks /m Qossy, Me wonderfu/ cow- U^^"' ''n tel//nr| \\QKX how- Mq rich milk and cream mo/ce RICHS ICE CREAM . Better trql^/CH'S r'iQht now/ 18 SPONSOR National Dairies have three network programs that gather consistent listening and do a job for the KraFt and Sealtest trade-marks. (Right top) "Sealtest Village Store" cast, Dave Willock, Jack Carson, Frank De Vol and Eve Arden. (Middle) Bing (with Bob Burns) who made the "Kraft Music Hall" a listening must. (Bottom) "Gildersleeve" with a couple of his supporting cast just 7.7 per cent of the sponsor cross- section. The balance of the dairy pro- grams using adult appeal are divided among sports, novelty, disk jockey, talks, and adult drama, with no type of program particularly predominant. The use of musical programs has in- creased recently because transcription organizations have been making available better-produced shows. Frederic Ziv's Barry Wood, Wayne King, and Guy Lombardo recorded programs are of net- work calibre and are constantly spotted on network affiliates (even on owned-and- operated stations) without the listener's feeling that they are anything but top- drawer live programs, and this despite the necessary FCC announcement stating that the program is transcribed. The in- crease in the use of other adult programs is in good part traceable to the fact that the networks are making available as local commercial programs shows that were formerly sponsored coast-to-coast. Programs like Kate Smith, Abbott and Costello, Injormation Please, are now open to dairies — and they're buying them. Because dairies are constantly, almost daily, in touch with their customers, they are very sensitive to their listening likes. A route man can hardly make his daily round without getting some reaction to the broadcast advertising of his firm. It took Rich's of Buffalo only a few weeks to discover that their Bossy jingles were going over. Rich's have been using 80 spots a week (20- and 1 5-second spots) on all five Buffalo stations for three years. The result has been a profitable ice cream business for Rich's and a brand name acceptance which is tops in their city. Like all jingles, the Rich's "Bossy" effort, with Bossy the cow singing the advertis- ing, has been both praised and damned. In the three years it's estimated that well over 2,500 letters about the jingle have been written either direct to Rich's or to the five stations. The complimentary letters have been more numerous than the condemnatory epistles and a fourth-grade class at Elmwood-Franklin School chose the jingle as its class song. The idea was created by a local producer, Robert Mendelson, and thus far hasn't spread beyond Buffalo. The biggest dairy state is Wisconsin, whose fanners collect some $508,593,000 annually for dairy products. It produces ' nearly half the cheese, one-third the evaporated milk, and one-eleventh of the nation's butter. It's natural, therefore, NOVEMBER 1947 that the broadcasting stations go all out covering the major dairy gathering, the Wisconsin State Fair. Station WISN (Milwaukee), for instance, scheduled 18 remotes from the fair grounds and inter- viewed the State Fair Queen, who after- wards went to Atlantic City to compete for the "Miss America" title. (She didn't win.) Jack Carson, who has taken over the proprietorship of the Sealtest Village Store on NBC, made one of his first public appearances for his new spon- sor at the Wisconsin State Fair (see cover picture) and WISN had him on the air and made plenty of news for Sealtest in Milwaukee. Milk-producing cows are always a feature at state fairs and local stations find remotes from these fairs good public service. Pennsylvania ranked fifth among the states in dairy-produced farm income in 1946, with a total of $216,881,000. It has a number of locally-produced dairy pro- grams that have achieved unusual suc- cess. In Philadelphia Teeri'Age Time is sponsored by Abbotts over WFIL. This is, as the name indicates, a typical teen- age gathering with opportunities for "new" talent, etc. The program won a CCNY Award for the "most effective direct-selling sponsored radio program" in the 1946-47 competition and one of the regulars on the program appeared on the first Adam Hat Big Break broadcast over NBC. Abbotts doesn't, however, depend solely on its teen-age selling but also sponsors the ABC cooperative program, Abbott & Costello. It plans {A&C is a new effort for Abbott's) to tie in with all motion pictures starring the pair of comics when they play Philadelphia theaters and already has used point-of- sale posters, local magazine advertising, car cards, as well as newspaper publicity and advertising. Abbotts doesn't expect 100 per cent results even of these two major program efforts and uses an amazing spot broadcasting schedule with 30-word station breaks on KYW, Philadelphia WCAU, Philadelphia WFIL, Philadelphia WBAB. Atlantic City WSAN, .\llentown WRAW, Reading WDEL. Wilmington, Del. WSNJ, Bridgeton. N. J. WHP, Harrisburft Abbotts have real comp2tition in Philadelphia where one of National Dairy's most active local companies, DIDN'T SELL "45 Minutes in Hollywood" Siipplcc-Wills'Jones, does an active selling of their National Sealtest program and uses considerable local black-and-white copy. Chicago, where at one time the dairy business was the subject of gang wars, and where Borden, Bowman, and Meadow- moor drivers were once involved in blood> riots, now does its competing on the air. Bowman's does not depend upon a national tie-up. It goes out after the male milk drinker by sponsoring 100- word announcements preceding the Chi- cago Cubs and White Sox baseball games from April through September each year over WJJD and WIND. It has also sponsored the Musical MHku,'a)>(m con- tinuously since 1 942 and over WM AQ since 1 945. The program, broadcast daily from 11:30 to 12 noon, is basically musical. The cast, The Dinning Sisters, Tommy Port, and a four-piece musical ensemble headed b>' Jack Fascinato, each day serenade someone selected by a listener. Bowman makes the cast available to entertain local civic and fraternal groups free as a public service gesture. The Dinning Sisters, being nationally known, are featured in this part of Bowman's promotional activity. Chicago's Capitol Dairy was one of the first organizations to present a block- programed mystery series using WIND for a five-a-week broadcast of NBC-Radio Recording's The Hawitwg Hour and Weird Circle. The series was called Capitol Mysteries and had run for 13 weeks when the dair>' changed its air spending to underwrite a children's pro- gram featuring contests and give-aways. Give-aways are a sure way to reach (Please turn to page 55) SELLING Leo Reisman Tommy Riggs Be« Lilli Borden has had many shows in lis years on the air but none of them have been winners except "County Fair" which is low cost and a great promotional program. Typical of its stunts was the cow-lifting episode of 1946. It has won awards and brought Borden's entire advertising account to Kenyon & Eckhardt agency 20 XOVEiMBER: 3IILK & IIAIKY l»RO»l ( TS SPONSOR ABBOTTS DAIRIES INC. PHILA. AERL'S MILK PLANT, WACO. TEX. ANSELMO DAIRY, PORTERVILLE. CALIF. ASHLAND DAIRIES, LEXINGTON. KY. BALIAN ICE CREAM CO, LOS ANGELES Richani A. Foley, Phila, BANNER CREAMERY. SWEETWATER, TEX. BEATRICE CREAMERY CO, TULSA BEATRICE FOODS CO, TOPEKA BLOSSOM DAIRY CO, CHARLESTON, W. VA. BLUE MOON FOODS. THORP. Wise. BORDEN CO, N. Y. BORDEN'S DAIRY, TROY. N. Y. BOWMAN DAIRY CO, CHI BRAINARD COTTONWOOD DAIRY. SALT LAKE CITY BREYER ICE CREAM CO, PHILA. BROUGHTON'S DAIRY. PARKERSBURG. W. VA. BROWN ICE CREAM & MILKCO BOWLING GREEN. KY. CAROLINE DAIRY. GREENVILLE. N. C. CASCADE MILK PRODUCTS CO. YAKIMA. WASH CLOVER CREAMERY CO, RADFORD. VA. CLOVER CREAMERY CO. ROANOKE. VA. CLOVERLEAF DAIRY, SALT LAKE CITY Reincke, Mever & Finn, Chi. PRODUCT Milk, ice cream Milk Milk, milk products Milk Ice cream Milk Milk, dairy products Dairy products PROGRAMS Teen Age Time, .Sat 9-9:30 am. WFIL fPhila.) Abbott & Costcllo. Wed 9-9:30 pm. WFIL (Phila.) Marjorie Mills ProKram, participations twice wkly, Now Engl. Network Dick Tracy, MTWTF 4:45-5 pm, WACO (Waco) Spots, breaks, B sla Ethel & Albert, MTWTF 2:15-2:30 pm, WLAP (Lexineton) Kenny Baker (e.t.), as scheduled, KHJ (Los .^neeles) Kate Smith Speaks, MTWTF 12-12:15 pm, KXOX (Sweetwater) Dick Tracy, MTWTF 4:45-5 pm, KOME (Tulsa) Cedric Foster, Milk, ice cream Cheese MTWTF 1-1:15 (Topeka) pm, KTOP Young Stars of Tomorrow, 30-min wkly, WCHS (Charleston) Kenyon & Eckhardt, New York Youne 4 Rubicam All products Cheese, instant coffee, others Dairy delivery, products Milk, ice cream J. Walter Thompson, Chi. McKee & Albright, Phila. Gordon Smith, Yakima ■ COAST CURRIE CO, L. A. COBLE DAIRY PRODUCTS LEXINGTON. N. C. COMMUNITY ICE CREAM CO, OGDENS URG. N. Y. CORBIN MILK CO, CORBIN. KY COTTAGE CREAMERY CO, CANTON. 0. DAIRYBELL CREAMERY. SAN FRANCISCO DANVILLE DAIRY CD, DANVILLE. VA. EMBASSY DAIRY, WASHINGTON. D. C. FAIRMOUNT FOODS CO. DEVILS LAKE. N. DAK GILFORD DAIRY CORP, GREENSBORO. N. C. GREENE'S CREAMERY. AUGUSTA. GA Milk, butter, milk products Milk, milk products Ice cream Milk Milk, butter, cheese, ice cream Milk Dairy products Milk Milk, dairy products Milk, m Ik products Ice cream Milk, ice cream Ice cream Milk Housewives Protective League, participations, WBBM (Chi.) Borden Program, Fri 9-9:30 pm, CBS, 157 sta County Fair, Sat 1:30-2 pm, CBS, 161 sta SpoU. KTIP (Porterville) Live, e.t. 10-1.5-min shows, 13 sta Dick Tracy, MTWTF 4:45-5 pm, WGLN (Glens Falls. N. Y.) Musical Milkwagon, MTWTF 11:30-12 n est, WMAO(Chi.) Top of the Mornine. MTWTFS 30-min as sched- uled, KUTA (Salt Lake City) CBS News, MTWTF 8-8:15 am, WPAR (Park- ersburg, W. Va.) Captain Midnight, MTWTF 5:30-5:45 pm, WLBJ (Bowling Green) Hop Hamgan, MTWTF 5-5:15 pm, WGTC (Greenville) Nine O'clock News, MTWTF 9-9:15 am, KIMA (Yakima) Cedric Foster, MTWTF 1-1:15 pm, 2 sta Dick Tracy, MTWTF 4:45-5 pm. WSLS " (Roanoke) Singin' Sam (e.t.), MTWTF 15-min as scheduled, KUTA (Salt Lake City) Norma Young Program, MTWTF 30-rain as scheduled, KHJ (Los Angeles) Kate Smith Speaks, MTWTF 12-12:15 pm, WTOB (Winston-Salem) Hop Harrigan, MTWTF 5-5:15 pm, WSLB (Ogdensburg) Butter Milk, dairy products GUSTAFSCN ICECREAM&OAIRY CO. RICE LAKE. WISC GUYON CREAMERY CO, HUNTINGTON, W VA Milk, cream, butter, ice cream Milk, dairy products Mil •, butter, ice cream Milk, milk products Milk, cream Milk, ice cream, ices Milk Kate Smith Speaks. MTWTF 12-12:15 pm, WCTT (Corbin) Winner Take All, MTWTF 4:30-5 pm, KQW (San Francisco) Sportscast, 15-min wkly, WBTM (Danville) Johnson Family, MTWTF 4:15-4:30 pro, WOL (Washington) Kate Smith Speaks, MTWTF 11-11:15 am est, KDLR (Devils Lake) Dairy Market News, MTWTF 12-12:03 pm est, KDLR Frank Parker Show (e.t.), 15-min as scheduled, WBIG (Greensboro) Cecil Brown, MTWTF 10-10:15 am, WJMC (Rice Lake) Cecil Brown, MTWTF 10:15 am, WPLH (Hunt- ington) Spots, breaks, eastern mkts Spots, breaks, KUTA Courtesy spots, WTOB Spots, WHBC (Canton) Spots, WBBQ (Augusta) SPONSOR AGENCY PRODUCT PROGRAMS H P HobD & SONS. BOSTUN ll:ir..MC»bot. lilMtOll Milk, cream SpoU. breaks. New Engl, mkts IRVINMEAObW COLO DAIRY. /ANESVIILE U. Milk Mil Majesty the Baby (e.t.), 5-min as scheduled, WHIZ(Zan«viUe) HOME OAIKY. PARKErilBURC. W VA Milk, cheeae Spots, WPAR (Parkersburg) JERSEY GOLD CREAMERY. SHittVEPURT LA Milk, dairy products Baukhage, MTWTF 1-1:15 pm, KRMD (Shreve- port) KrtAFT FOODS CO CHI J. Walter Tnompeon, Chi. Velveeta, other product! Cream cheeae, salad producta Kraft Music Hall, Th 9 9:30 pm. NBC, 139 sta Village i^lon; Th 6:30-7 pni pst, .NBC, 15 Pac sta Xprdbam, Louiii i. Brorby, Cm. Parkay Margarine, Kraft Dinner Great Gildcrsleevc, Wed S:30-« pm, NBC, 125 sta LEROY DAIRY CO, WILLIAMSON. W VA Milk Hop Harrigan, MTWTF 5-5:15 pm, WBTH (Williamson) LILY ICE CREAM CO. CADSOEN ALA Ice cream Dick Tracy, MTWTF 4:45-5 pm, WGNH (Gadsden) LINOALE DAIRIES. ROANCKE RAPIDS, N. C. Milk, ice cream Dick Haymes Show (records), WCBT (Roanoke Rapids) ^ MEADOW GOLD DAIRIES, -9^ HUNTSVILLE. ALA. Milk Dick Tracy. MTWTF 4:45-5 pm, WHBS (Hunt«- viUe) MIDWEST DAIRY PRODUCTS CO. JACKSON. TENN Milk, ice cream Baukhage, MTWTF 1-1:15 pm, WTJS (Jackson) • MURRAY BROS FOOD PROD- UCTS CO AUGUSTA. GA Borden's products Inside of Sports, MTWTF 7:45-8 pm. WBBQ (Augusta) NATIONAL DAIRY PRODUCTS CORP. N Y McEee ft Albright, Pnila. Sealtest milk and ice cream ViUage Store, Tb 9:30-10 pm, NBC, 75 sta Periodic spot nmimigfrn NOBLES DAIRY. PORTERVILLE. CALIF Milk, milk products Spots. KTIP (Porterville) OAK FARMS DAIRY, FT WORTH Milk, milk products Tommy Dorsey (e.t.), MTWTF, 60-min, KFJZ (Ft. Worth) OTTO MILK CO. PITTSBURGH Milk and cream SpoU. KDKA (Pittsburgh) PACE DAIRY CO. TOLEDO Milk, dairy products Abbott ft Costello. 9-9:30 pm, WTOL (Toledo) PARKERSBURG CREAMERY CO, PAKKERSBURG. W. VA. Milk, cheese Kenny Baker (e.t.), MTWTF 6:30-6:45 pm, WPAR (Parkersburg) PENN DAIRIES, LANCASTER. PA Milk, dairy products Weather forecast jingles (e.t.), as scheduled, WGAL (Lancaster) PHILADELPHIA CERTIFIED MILK PRODUCERS. PHILA Clements, Pbila. Certified milk Emmanuelina Pizzuto, Sun 12:30-1 pm, WFIL (Phila.) PHILADELPHIA DAIRY PROD- UCTS CO. PHILA. .\drian Bauer, Phila. Dolly Madison Ice Cream Favorite Story (e.t.). Sun 5-5:30 pm. WFIL (Phila.) PLAINS CO-OP. PLAINVIEW. TEX. Milk Cedric Foster. MTWTF 1-1:15 pm, KVOP (Plainview) PLATTSBURGH DAIRY, PLATTSBURGH, N Y. Milk, cheese, cream Baukhage, MTWTF 1-1:15 pm, WMFF (PUtts- burgh) PRODUCERS' DAIRY, SPRINGFIELD, ILL. Milk, dairy products Tennessee Jed, MTWTF 5-5:15 pm, WCVS (Springfield) RICH ICE CHEAM CU, BUFFALO Rich Ice C>eam ROCHESTER COOPERATIVE, ROCHESTER. MINN. Milk Weather forecast jingles (e.t.), as scheduled, KROC Rochester) Ru^tBUU CHEAMERY CO, PLATTSBURGH. N. Y Milk, cheese, cream To the Women, Time Uul, as scheduled, WMFF (Plattsburgh) SEALE-LILY ICE CREAM CO, JACKSON. MISS Ice cream Dick Tracy, MTWTF 4:45-5 pm, WSLI (Jackson) SHEFMELD fAHMJ, N. Y. iN. W. Ayer Milk, cream Guess Who. Sat 7-7:30 pm. WOR (N. Y.) SUU1HEKN OAlhlEV. INC, WA^HINGIbN. D. C i\icKee 4 Albright, PtuU. Ice cream, milk Frank Parker Show (e.t.i. 15-niin as scheduled, WRNL (Richmond. Va.) Spots, breaks, eastern mkta • Smiths of Hollywood (e.t.), 30-min wkly, WLEE (Richmond) SUNDARD BRANDS.JNC, NEW YORK J. Walter 'roompson, New York Sneliord Cbeese Fred Allen Show, Sun 8:30-9 pm, NBC, .143 stations One Man's Family, Sun 3:30-4 pm, NBC, 144 stations STURTEVANT DAIRY PROD- UCTS CO. MOLINE, ILL. Milk Kate Smith Speaks, MTWTF 12-12:15 pm, WQLA (MoUne) SWIFT AND CO., CHICAGO .Needbam, Louia & Broruy, Chicago Swift's Ice Cream E. t. spots, breaks. 49 sUtions SYLVAN SEAL MILK CO. PHIU. Al Paul LeltoD, Pbila. Milk, cream, cream cheese Kate Smith Speaks. .MTWTF 12-12:15 pm. WIP (Phila.) TILLAMOOK COUNTY CREAM. EBY. TILLAMOOK. ORE. botalord, Constantine ft (iardner, Portland Cbeese Bennie Walker's Tillamook Kitchen, Sat 9:45-10 am pst, -NBC. 7 Pac sta WALKER CREAMERY CO. WARREN. PA Ice cream Kale Smith Speaks, MTWTF 12-12:15 pm. WNAF (Warren) WALNUT GROVE DAIRY, CLARKSVILLE. TENN. Milk Kate Smith Speaks, .MTWTF 12-12:15 pm, WJZM (Clarksvillel WAHKEN COUNTY 0AI8Y ASSN. WARREN, PA. Milk, milk products Spol«, WNAE (Warren) WASHINGTON CREAMERY, SEATTLE Alilk, dair.\ products Kaltenbom, MTWTF 7:45-8 pm. KOMO (Seattle) WEST END DAIRY, CHARLESTON. S C. Milk, milk products Happy the Humbug (e.t.) as scheduled. WCSC (Charleston) WHITE ICE CREAM & MILK CO. WILMINGTON. N C Milk, ice cream Baukhage. MTWTF 1-1:15 pm. WMFD (Wil- mington) wiulmires dairy CO. < SYLACAUCA. ALA Milk, ICC cream Captain Midnight. MTWTF 5:30-5:45 pm, WFEB(Sylacauga) i ^Bi^M YAKIMA CIIY CREAMERY CO, ^fflSSffli YAKIMA WASH \ aiict', ^ll<.lnamer, Yakima Milk, ice cream, butter, cheeae Houseparty. MTWTF 3:30-3:55 pm. KIMA (Yakima) Courtesy spots, KIMA (Yakim*) ^^M YAKIMA CREAMERY. ^^ YAKIMA WASH. Milk Winner Take All. MTWTF 4:30-5 pm. KTYW (Y'akimal ^^> "TaKIMA DAIRYMEN'S ASSN. YAKIMA. WASH Milk, dairy products Dal« at Eigbt (records), as scheduled. twiMA (Y'akima) Courtesy spots. KIMA (Yakima) 2SJL V IP ...Dramatic Toles ol Ohio People end Places MOnOAYS • WEDnESDAVS ■ FBIDAYS (^ WTAM e/cT'elan^ 630 P. M. © (interesting each week 9 WHIO^tfj/ituT6:30 P.M. © © WBNS eoiumius 6 30 P.M. © © WSTV5fewA5«wZ?630P.M. '^ O WSPD 'Toledo 7:30 P. M. © FMJ^«wyj!tow 8=00 P.M. ^ WHIZ 'ZoTtesville _UESTHUIL5:45,.. SAT.530p-r Ohio Bell-desisned institutional window displays are spotted not only in downtown Cleveland but throushout the entire Buckeye Stats Thej like Mr. Bell-in Ohio spot It's not easy to make a giant public utility human. Great corporations are, to the public, cold impersonal businesses without a local thought in their executives' heads. The Ohio Bell Telephone Company is both a virtual monopoly and, although incorpor- ated in Ohio, a wholly-owned subsidiary of the great Bell Telephone organization. When a radio program can take such a giant public utility and turn it into a part of the daily living and tradition of one state, Ohio, it underlines the capabilities of radio. It's the same use of commercial broadcasting that has turned the great du Pont empire from a munitions com- bine into a dispenser of "better things for better living through chemistry." The Ohio Story sponsored by Ohio Bell Telephone Company has been able in the short 1 1 months it has been on the air to relate the company to Ohio, to make the great utility part and parcel of daily Ohio NOVEMBER 1947 living. The program fits the American Te'ephone and Telegraph subsidiary like a glove. It's not necessary for Ohio Bell to remind listeners that it serves Ohio and that although part of the great Bell family, its heart is still in the Buckeye State. Ohio Bell couldn't sponsor The Ohio Story if it wasn't. The program idea is very simple — to tell the story of the state, its past and present, to all who live in Ohio. It doesn't stop there. The tale of any state, city, or country includes the sordid and unpleasant as well as sweetness and light. Destructive as well as constructive thoughts are uncovered in the researching of a series such as this. To avoid, on the one hand, a vapid, PoUyanna approach, and, on the other, a depressing slant, is a creative challenge. It requires a writer whose approach is genuinely on the help- ful side. The advertising agency that sold Ohio Bell the idea of sponsoring the series, McCann-Erickson, didn't have to look for such a scripter because Frank Siedel, the writer, whose idea The Ohio Story is, honestly abhors muck. A nega- tive approach makes him sick to his stomach; it must have been his protot>pe who inspired the song Accentuate the Positive because he naturally does just that. Siedel likes people — thinks nothing of traveling 700 miles to check on a human interest story point that takes the nar- rator 20 seconds on the broadcast. His Ohio facts must be right — if they're not, thousands listening will set him right — but quick. Three times a week for 15 minutes The Ohio Story tells radio listeners of the Buckeye State about their state in a way that's inspirational, a way that makes them proud to be part of it. Ten stations forget their regular network affiliations for the 15 minutes to join a special Ohio web set up for this broadcast. S3 Radio vet, Stuart Buchanan, returned to his home state to produce "The Ohio Story" r^tt, r>J. Untn «t :^_ Localized ads are r^n on individual shows Many stations place colorful lobby displays Ohio's State Legislature had a "command performance" of program in Allerton Hotel The 10-station network at present in- cludes: WHKK. Akron WHIJC. Canton \N lAM. Clcviland \N BNS. Columbus WHIO. Dayton WMOA. Marietta VVSTV. Steubenville WSPO. Toledo WKBN. Voufifiiitoun WHIZ, Zanesville and from time to time includes other sta- tions located in a town which is the locale of a particular Ohio Story. When Boom Town, Ohio, was broadcast, station WFIN was added to the chain because the boom town about which the broadcast was con- cerned is Findlay, Ohio, home of WFIN. Ohio Bell in the 1 1 months that it has sponsored The Ohio Story has gone a long way toward building a feeling within Ohio that it's a local phone company, al- though no attempt is made to confuse listeners into thinking it's an independent telephone corporation rather than the local arm of the great Bell system. The Ohio Story is a grass roots opera- tion but it makes no apologies to the finest coast-to-coast-produced epic. And that's no accident. After the idea was sold to the telephone company by Bob Dailey, McCann-Erickson's radio direc- tor, he set out to make certain that the program had the best talent available. Concerning the writer he had no question • — Frank Siedel was the program and his background gave ample evidence that he could turn out the three 1 5-minute scripts a week (he now has an assistant, William Ellis, who does a lot of the leg work for him). There was first the problem of a director. Top-flight producers aren't prone to leave New York, Chicago, or Hollywood for Cleveland where the pro- gram originates. Since the program is thrice weekly (MWFi it isn't feasible for anyone to commute from New York, Hollywood, or Chicago. And if an able producer, willing to take the show on. was found he'd have to be a man who wouldn't be yearning for the "big time " while doing the program. He'd also have to have the feel of the show — to like Ohio and not have his tongue in his cheek as he directed each broadcast. Stuart Bu- chanan is that man. For IS years he has produced radio programs and motion pictures, even acted on Broadway for a season. However, he is a graduate of Woostcr College and a native Ohioan. It didn't take Buchanan long to accept the offer to come home to Ohio to direct The Ohio Story. Once the director had been selected the {Please turn to page 57) 84 SPONSOR Music SELLS when Eddie Chase spins the platters! * EDDIE CHASE and his Make Believe Ballroom * In the Detroit Area, it's C K LW Adam J. ^ oung, Jr., Inc., Inc. Xatl. Pep. ^ Canadian Rep., H. X. Stovin & Co. J. E. Campeau, President Mutual System NOVEMBER 1947 25 Listeniiiir: Fall 1947 !Vct\v«>rk ratiii^'K are loi%'er as sauson starts. I.uoal stations on uptrend. Al Jfilson is reiiuii«iin]u; Thursday ni|U(ht audience to a nei%^ hi^^h over-ail Perfect outdoor weather which lowered the available audience* and increased listening to local stations started off fall 1947 network pro- gram ratings lower than the>' were in the first week of October 1946. During the same period, listening in 82 cities in which new and /or block-programed stations were operating indicated an over-all in- crease of listening of 2 per cent. These 82 cities include a majority (28) of the 36 Hooperated areas. The local checking was done by an independent research organization (neither Hooper, Nielsen, nor Conlon) for one of the top 10 adver- tising agencies. The check-up was made on a coincidental basis (telephone calls while programs are on the air) so that the figures are comparable with Hooper's. Only one network program now on the air at the same time rs in 1946, on the same network, and having the same cast, writers, etc., increased its audience per- ceptibly during the first week of October. Amos 'n' Andy started off its 1947 season on Tuesday, October 7 with a 19.8, as against 17.7 in the first week in October 1946, 2.1 points higher. Most of the other top programs in the Tuesday night NBC skein of block-programed comedy were a little off their 1946 ratings. The Fibber McGee and Molly debut (October 7) was down 1.9, from 24.9 to 23.0. Bob Hope on the same evening went from 24.7 to 23.0. Moreover. Hope started "Peoplf til linnie mid Ihiis able to lune in a briHidriisi 1946 1947 Program Web Time Rating Rating Summei & Final Rating Rating Summer & Final Period Replacement Rating Period Replacement Rating Fred Allen NBC Sun 8:30-9 pm Oct 1-7 85.6 Tommy Dorsey 11.6 Oct 1-7 16.9 Amos & Andy NBC Tu 9-9:30 pm Oct 1-7 17.7 — Oct 1-7 19.8 — Gene Autry CBS Sun 7-7:30 pm Sep 1-7 4,7 — Sep 1-7 5.1 — Jack Benny NBC Sun 7-7:30 pm Oct 1-7 18.7 — Oct 1-7 18.6 Jack Paar 6.9 Jack Berch NBC M-F 10-10:15 am (■47-11:30-11:45) Oct 1 -7 8.6 — Oct 1 -7 3.4 •~~ 6er3en-McC«rthy NBC S.n 8-8:30 pm Sep 1-7 14.1 Alec Templeton 69 Sep 1-7 10.4 Alec Templeton 5.4 Big Town CBS Tu 8-8:30 pm Sep 1-7 8.9 — Sep 1-7 7.6 — Blondie CBS Sun 7:30-8 pm Sep 1-7 7.6 — Sep 1-7 8.9 — Fanny Bilct CBS F 8-8:30 pm Sep 1-7 9.3 — Sep 1-7 7.9 Gordon MacRae 16 Burnt & Allen NBC Th 8:30-9 pm Sep 1-7 • 11.9 Meredith Willson 4.3 Sep 1-7 7 1 Langford-Dragon 3 5 Judy Canova NBC Sat 10-10:30 pm Sep 1-7 11.6 — Sep 1-7 9.5 — Eddie Cantor NBC Th 10:30-11 pm Oct 1-7 15.0 — Oct 1-7 18.0 Blue Ribbon Music 4.4 Dr. Christian CBS W 8:30-8:55 pm Sep 1-7 10.9 — Sep 1-7 6.4 — Oime Photographer CBS Th 9:30-10 pm Sep 1-7 7.9 — Sep 1 -7 7 3 — Bins Crosby ABC W 10-10:30 pm Oct 15-81 84.0 — Oct 1-7 15.5 — Dennis Day NBC Th 7:30-8 pm (■47.W 8-8:30) Oct 1-7 13.8 — Oct 1-7 18.6 ^~ Duffy's Tavern NBC W 9-9:30 pm Oct 1-7 15.4 McGarry & Mouse 10.1 Oct 1-7 13.6 Tex A Jinx 8.8 Jimmy Durante CBS F 9:30-10 pm (■47-W 10:30-11) Oct 1-7 9.3 Wayne King 5.5 Oct 1-7 9.7 (NBC) Jimmy Fidler ABC MBS Sun 9:30.9:45 pm (•47-lO:30-10:45pm 8:30-8:45) pm Sep 1-7 7.8 Sep 1-7 5 8 (ABC) 3.8 (MBS) Goodwin- Von Zell 36 Great Gildersleeve NBC W 8:30-9 pm Sep 15-81 10.5 — Sep 15-81 98 — Harvest of Stars NBC Sun 8:30-3 pm Sep 1-7 46 — Sep 1-7 48 — Bob Hawk CBS NBC M 7-7:30 pm (■47-M 10:30-11) Sep 1-7 8.3 — Sep 1-7 6.7 ^" Dick Haymes CBS Th 9-9:30 pm Sep 15-81 8 1 A-L Summer Show 6 1 Sep 15-81 7.7 Lawyer Tucker 5.8 Bob Hope NBC Tu 10-10:30 pm Oct 1 -7 84.7 Man Called X 113 Oct 1 -7 83.0 Philip Marlowe a.4 Dr 1. O. NBC M 10:30-11 pm ('47-M 9:30-10) Sep 1-7 9.8 — Sep 1-7 5 8 ^~ Burl Ives MBS F 8-8 15 pm Oct 15-81 88 — Oct 1-7 88 — Kraft Music Hall NBC Th 9-9:30 pm Oct 1-7 18 7 — Oct 1-7 18 8 — Kay Kyser NBC W 10 30-11 pm (■47.Sat 10-10 30) Oct 1-7 10 7 — Oct 1-7 103 ~ 26 SPONSOR earlier this year, his first rated broadcast being September 16 with a 16 (his first 1946 airing was on October 1). Kraft Music Hall is expected to do big things for Thursday night dialing now that this variety program has Al Jolson, this season's hottest personality on the air. Jolson started with an 18.8 on October 2. Last year during the same week the Music Hall had a 12.7. Jolson gives the Sealtest Village Store which follows Kraft a lift, the Jack Carson-Eve Arden program having received a 13.7 on October 2 against the 11.8 it had last year, when the keepers of the store were Jack Haley and Eve Arden. Bob Hawk who follows Carson-Arden did better in the time slot 10-10:30 p.m. than Abbott and Costello did last year (by only .4 of a point, however). Eddie Cantor started, October 2, with a 12 — three points lower than his first broadcast in 1946 during the same week. The Aldrich Family and Bums and Allen which precede Jolson were off from last year, the former by 1.7 and the latter by 3.4. Another program which has reversed the downward rating trend is the RCA- Victor program. Although down on its October 5 rating due to the World Series, which hit every program in competition with it, its regular ratings are up 25 per cent. In spite of the warm weather it rated 4.6 the first week in September against a 3.7 in 1946. Producers gener- ally credit the Schwerin program psycho- analysis (sponsor, March 1947) as re- sponsible in this case. Other programs which ran counter to downward trend had new stars or made a network change during the year. Jack Berch shifted from ABC to NBC between 1946 and 1947. His first September rating in 1947 was 3.3 against a 2.0 in the same period last year. Jimmy Durante shifted from CBS to NBC and started with a 9.7 during the first week in October against a 9.3 during the same period in 1946. The '46 broadcast was the fourth of that season. Quiz Kids shifted from ABC at night, Sunday 7:30-8 p.m., to NBC in the after- noon, 4-4:30 p.m. Its rating during the first week in September '47 was 5.5, in '46 5.3. Take It or Leave It shifted from CBS to NBC and traded in Phil Baker for Garry Moore. The result: 1947, 9.5, against a 1946 rating for the same period of 8.6, this despite the fact that the $64 question quiz follows two musical pro- grams, Manhattan Merry'Go- Round and Album of Familiar Music, which are neither in the mood of the quiz nor high enough in rating to deliver an audience to the Eversharp program. The increased rating is being won also despite the fact that Theatre Guild which is in competition with it has increased its rating from a '46 6.2 (Oct. 6) to a 10.5 in '47 (Oct. 5). Sunday night listening, also because of the weather and other factors, is off generally. The sets-in-use picture indi- cates this without reference to the rating of individual programs. From 6 to 10 p.m. the '46 '47 contrast looks like this: Time Period 6:00-6:l.<> 5:15-6:30 6:.?0-6:45 6:45-7:00 7:00-7:15 7:1.5-7:30 7:30-7:45 7:45-8:00 8:00-8:15 8:1.5-8:30 8:30-8:45 8:4.5-9:00 9:00-9:15 9:1.5-9:30 9:,?0-9:45 9:45-10:00 10:00-10:15 10:15-10:30 ** Week of October 1-7 is Sets in •46 24.4 23.0 26.1 27.6 31.0 30.9 35.6 33.8 36.2 39.0 39.6 42.1 37.2 32.9 .32.8 .33.7 32.1 31.2 used for this Use" '47 24.0 25.2 27.0 26.0 29.3 32.8 33.1 33.0 32.3 35.9 .34.3 33.5 .35.4 31.3 .33.2 31.6 28.2 29.7 run-df*wn. There are time periods, it may be noted, when 1946 and 1947 run neck and neck and a few quarter hours in which 1947 betters 1946, but over-all listening is off. Sunday evening's less than sensational ratings might be traced to the fact that, {Please turn to page 64) 1946 1947 Program Web Time Ratin3 Ratins Summer & Final Rating Rating Summer & Final Peiiod Replacement Rating Period Replacement Rating Life of Riley NBC Sat 8-8:?0 pm Sep 1-7 9.2 Sep 1-7 7.9 Lum * Abner ABC CBS M 8-8:15 pm (■47-M-F 5:45-6) Oct 1-7 3.5 — Oct 1-7 2.6 (CBS) — Ted Malone ABC MWF 11:45-12 am Sep 1-7 2.9 — Sep 1-7 2.8 Tony Martin CBS Sal 7:30-8 pm (•47-Sun 9:30-10) Sep 1-7 4.9 — Sep 1-7 6.2 — Fibber McGee NBC Tu 9:30-10 pm Oct 1-7 24.9 — Oct 1-7 23.0 Fred Waring 8.4 Tom Mix MBS M-F 5:45-6 pm Sep 1-7 2.4 — Sep 1-7 2.0 — Henry Morgan ABC W 10:30-11 Oct 1 5-21 11.1 Oct 1-7 8.7 Xavier Cugat (10-10:30 pm) 2.9 One Man's Family NBC Sun 3:30-4 pm Sep 1-7 6.6 — Sep 1-7 6.3 — Oizie & l-larriet CBS Sun 6-6:30 pm Sep 1-7 4.8 Silver Theatre 4.1 Sep 1-7 4.2 Silver Theatre 2.9 Drew Pearson ABC Sun 7-7:15 pm (•47.Sun 6-6:15) Sep 1-7 8.7 Bill Mauldin 3.6 Sep 1-7 4.5 Leon Pearson 4.5 Quiz Kids ABC NBC Sun 7:30-8 pm (■47-Sun 4-4:30) Sep 1-7 5.3 ^ Sep 1-7 5.5 (NBC) — Prof. Quiz ABC Th 7:30-8 pm {■47-Sat 10-10:30) Sep 1-7 3.8 Sep 1-7 4.3 — RCA-Viclor NBC Sun 2-2:30 pm Sep 1-7 3.7 — Sep 1-7 4.6 — Scaliest Village NBC Th 9:30-10 pm Sep 15-21 10.4 — Sep 15-21 9.4 — Red Skelton NBC Tu 10:30-11 pm Sep 15-21 15.3 Evening with Romberg 7.0 Sep 1 5-21 17.1 Evening with Romberg 5.3 Take It or Leave It CBS Sun 10-10:30 pm Sep 1-7 8.6 — Sep 1-7 9.5 (NBC) — Telephone Hour NBC M 9-9:30 pm Sep 1-7 8.0 — Sep 1-7 5.6 — Truth-Consequences NBC Sat 8:30-9 pm Sep 1-7 8.5 — Sep 1-7 7.8 — Theatre Guild ABC Sun 10-11 pm (■47-Sun 9:30-10:30) Sep 15-21 6.2 6.5 Hour of Mystery 5.7 6.1 Sep 15-21 8.7 ^~ Fred Waring NBC MWF 11.11:30 am Oct 1-7 3.8 — Oct 1-7 3.7 nh — nh 11-11:30 am Oct 1-7 3.2 — 3.3 F — (■47-10-10:30) Those Websters MBS Sun 6-6:30 pm Sep 1-7 3.4 — Sep 1-7 3.9 — Waller Winchell ABC Sun 9-9:15 pm Sep 1-7 12.2 Jergens Summer Ed. 7.0 Sep 1-7 10.2 Three Views — News 4.5 Voice of Firestone NBC M 8:30-9 pm Sep 1-7 6.8 — Sep 1-7 3.7 — Vox Pop CBS Tu 9-9:30 pm (•47-W 8-8:30) Oct 1-7 10.4 Oct 1-7 5.9 (ABC) NOVEMBER 1947 27 • •• one year in This rr|)orl deals l)ri('flv willi llu' ainaz]ii4<^ acceplaiice accorded one trade magazine dnring its first year. It presents facts. Frankly, it is designed to liel|) yon eyalnate SPONSOR'S place in yonr 1948 trade-paper promotion. Colil fads: SPONSOR, in its first year, publislu'd 165 editorial pages geared 1vere appointed for Los Angeles and San Francisco. Paid circulation (at $5 a vear) was achie\ed in hundreds of nationalh -important firms. E-tr\ categories, business and persomiel changes re- lating to radio, Network COMPAK AGKAPII were re- searched and charted month after month. The em- phasis was on solid usable facts, on giving advertisers an«l agencies an appn-ciation and working knowledge of spot, network. TV. KM. FAX. i he pa \ off came in the form of reader response too good to believe. Hut before long station representatives noted the same phencjmena. Lnexpectedh. reports of agency -advertiser enthusiasm came to us from Lew Avery of Avery-knodel. Gene Katz of the Katz Agency. Hill Handa of )\ eed &. Comf)anv. Kd Shurick of Free .. Lawrcn.. * ♦ * "Hj- (J. W . Frazcr) would apprcrialc il il mmi \wiiiM <'lian^c Ills iiiailini.' addi'c>>. ><> llial In- >«ill r««ii\c SI'ONsOU at his N«->»piice.'' — Kruiii K. Ily. S«Ti«>lary loj. W . Frazcr. Kaiscr-Fra/.cr (orp., W illou Kuii. Mich. • • • •• This ..liui I nolr is |u cy- press my enthusiasm for your maga- zine SI'ONSOU. Kudosed is .SIO for two fiifl sultscriplions." Joseph >A . Ful<:luim. The ('.oea-('ola (!o., Ne« > ork City • * • "It js ^nU pleasure ihiti we renew our suhseriplion. SPONSOK has heen a soinee of inler- eslin;: readin;: and il (ills a nuieh iM-eileil ^.'ap in llu- reporlinir of liroad- casl aelivilies." Win. II. ilainillon. Itadio Manay<'r. F. I. ihi I'onl d«- NenHiurs. W ilinin\er llie magazines in | lio field. >» e decided that SPONSOK lops the li;.!. Plcasi- start our sul>scriplion ininieerlisin(; a:;cncies like oiirsel\es wilh ideas thai are usefnl in the planning and pur- chasing; of radio spots." Richard Jor;;cnscn. I' the\' did years ago. Many of them talked down to the four-to-seven-year-olds so (PlecLse turn to page 60'^ SPONSOR :;:^ ^R t : ; ^3 uS The show: WRVA's "Quiz of Two Cities." This exciting brain battle matches teams from Virginia's two biggest cities — Richmond and Norfolk. Sometimes Richmond wins. Other times, Norfolk. But every Saturday night from 7:00 to 7:30, the sponsor wins the biggest prize of all ... a Hooperating of 11.5* ... a billion-dollar market with 395,780 radio families!** For more information on how to win this big prize, get in touch with us or Radio Sales. And ask about WRVA's "Quiz of Two Cities." WRVA RICHMOND and NORFOLK, VA. Represented by Radio Sales. *Hooper Report (Winter 1946~Spring 1947) ** WRVA's 50-100% BMB Nighttime Audience Area NOVEMBER 1947 33 Repeat Uroadcasts in 1947 IVB€ aiiiil IVlrillo €li»n*f like tlic^ni reeorded, liiii Klar!< flo ^^BRj ''. Numerically, repeat shows* are almost the same as they were at the start of last sea- son (81 programs at the start of the 1946 season, 83 in 1947). This is as far as the repeat story repeats itself. In practically all other respects duplicate broadcasts for different sections of the nation are planned in 1947 on a basis quite different from that which governed previous opera- tions. And after the first of the year the repeat picture will suffer another up- heaval due to the latest edict of James C. Petrillo, President of the American Feder- ation of Musicians. This edict bans all recording by musicians "now and for- ever." Recordings are the backbone of repeat broadcasting on both the Mutual Broad- casting System and the American Broad- casting Company networks. This year for the first time the Columbia Broadcast- ing System also is permitting West Coast repeats on transcriptions, due to talent pressure. Talent in many cases feels that a live repeat program lacks the spon- taneity of the original broadcast. Es- pecially does this feeling hold in the case of comedy productions. Quiz and other audience participation programs also suffer, in the minds of the performers, from repeat presentations. Everybody involved admits of course that most adult nighttime airings must be broadcast later on the Coast than they are in the East if they are to reach the listeners for whom they are designed — and to whom the sponsor is addressing his sales message. Nevertheless, Ralph Edwards of Truth or Consequences refused this year to produce the rough-house shindig twice in one night. NBC on its part refused to permit a recorded repeat. The senior network holds fast to the belief that to permit transcriptions on the network would be to open the door to "canned" web enter- tainment, losing the feeling of immediacy, the feeling that the listener is hearing his entertainment just as it is originated. Truth or Consequences is not being broadcast twice each Saturday night despite the NBC ukase against recorded repeats. It's handled as a "d.b.," a de- layed broadcast. D.b.'s are broadcasts which are recorded off the network line and repeated later in the afternoon or evening from each station's own transcrip- tion of the program. Thus NBC's rule of no recorded network programs still stands and Ralph Edwards still does not have to knock himself out doing his nerve-racking routine twice in one night. Delayed broadcasts are part and parcel of all network broadcasting in station option time.** In this time period, which by FCC regulation belongs exclusively to the station, network sponsors often have to accept a delayed broadcast of their programs if they want airings in key markets. On key-market stations local advertisers frequently build programs with big followings and both the station and the local spxansor are loath to give way for a network airing. When the de- layed broadcast is to be made is not, however, left to the station's whim. Availabilities are submitted to the adver- tising agencies and the best availability for the particular program is selected by the timebuyer. It is estimated that dur- ing the daylight saving time period there were some 2000 d.b.'s per week on NBC and CBS alone due to the fact that many areas retained standard time while the networks had to operate for the greatest number of listeners and were on daylight time. All through the summer both MBS and ABC operated on the basis of recorded repeats for each time zone. Thus they were able to air their programs at the same time in every zone. ABC pushed most strongly for this device of handling the tremendous problem which dual time placed upon the networks. As a matter of record, ABC executives endeavored to have all networks function on this basis of recorded repeats, which would, thought the ABC execs, end the problem of a sponsor's buying a key time in New York only to find his program being heard in the Mountain and Pacific time zones by audi- ences he's not interested in reaching, due to the hour of broadcast. Regional live and recorded repeats both cost the sponsor the same percentage of the scale which the performers are paid for the original broadcast (this for actors and singers is 45 per cent of the fee of the first broadcast). The stars of course are covered by their over-all contract and generally do not receive additional pay- ment because of dual broadcasts. Sponsor's survey of the rating effec- tiveness of repeat programs (January 34 SPONSOR 1947) iiuiiaited tliat llic top and botloin rated programs do not profit much from repeats but that the shows which crowded neither the top nor the bottom found repeats resulttlil. On Don Lee-Mutual network programs are frequently recorded and aired at a time when because of special block pro- graming the program has a bigger audi' ence than it could have had in its original broadcast period. Mutual 's Pacific Coast ratings are usually better than they are for the rest of the nation because of this Don Lee plan which reschedules MBS shows in block-program sequences. Delayed broadcasts such as Don Lee's and all the other networks' during station repeats as of January 1 take on an en- tirely new aspect. On that date tran- scribed repeats as well as all transcrip- tions which include music (and most shows, dramatic, variety, or comedy, in- clude music) are forbidden. The prob- lem once again returns to a clearing of all repeat or delayed programs on a live basis (see transcription report on page 30). This, as noted previously, will not affect NBC to any great degree except in the delayed broadcast category. The effect on CBS will not be great since the relaxa- tion of the no-records-on-the-air rule is very recent at Columbia and not too many CBS programs do a West Coast transcribed repeat. 8:30 in the mountain areas and 7:M) on the Pacific Coast. Since it's well known that West Coast folks are home earlier than their opposite numbers in the Ea.st, a lot of programs have been happy with this schedule. Worriers like Jack Benny, however, have sweated it out for years, airing pro- grams at four in the afternoon in Holly- wood to reach New York at 7 p.m. Benny worried so much that he per- suaded Foote, Cone and Belding, Ameri- can Tobacco advertising agency, to repeat his program at night on the Don Lee net- work. It helps his rating. It's a recorded repeat and will have to go with the rest of the transcriptions under the Petrillo edict. Audiences for live repeat programs turn out en masse. Directors and casts, however, aver that they're a different breed from the regular fans option time load a tremendous burden on agency executives who have to clear and okay the delayed time schedules. This is because while it's a comparatively simple matter to check competition for a net- work program coast-to-coast, it's entirely different to check it in 20 to 50 marketsf at different times. Actually this means checking competition for every station doing a d.b. of a program. It means that the timebuyer of an agency instead of having to clear just one time period for a network program finds himself faced with a problem which is equivalent to clearing both network and spots. It also means constant supervision of each of the areas in which there is a delayed broadcast because naturally the competition is changing in every one of these spots frequently. However, all these problems of recorded For ABC the no-transcription rule of Petrillo will hit a number of programs on which there is music. In the case of the ABC skein of kid shows, music is not an important factor and its current use if any may be eliminated. The same will be true of the Mutual group of moppet programs. As a matter of record the formula that the networks have followed with their cooperative programs (shows originated by the networks but sponsored over one or more stations by local adver- tisers) can be used on all productions that require recorded repeats ... no music. The reason why many sponsors risk having part of their potential audiences go to sleep on them by broadcasting at 10 p.m. or 10:30 p.m. is that at that hour they reach a good part of the country with a single coast-to-coast airing. Ten-thirty in New York is 9:30 in the middlewest, Sponsors and agencies feel that an ideal broadcast arrangement would be one through which their programs would be heard at the same time in every time zone. This is not feasible on a live pro- gram basis but is, through recorded regional repeats. There has been a great deal of agitation in this direction but that's a matter of the past. Big time productions require music and tran- scribed repeats with music can only con- tinue if Petrillo changes his mind. His "now and forever" dictum doesn't indicate a chameleon frame of mind — forever is a long, long time. *\etwork prtHjrnnis which are rebrondctisi so thai they lire heard at approrimately the same hmtr in every time Kme. **Time on the air for network stations is divided into network option and station option perittds. Dnrittt] the firmer tfw netu^nrk tuts first call on the station's time. I)ttrin*t the latter the station airs a network pro^/ram at its OH7I option. ^Delayed liroadcasts frequently run between ?W and 51) per indiridual pnnjrani network airing. NOVEMBER 1947 35 Eastman Kodak has developed a new camera for photographing a program off the face of a video receiving tube. NBC and CBS are said to have orders for the first eight cameras. The cameras will all be in the hands of purchasers within the next month. Some have been delivered already. (It's one of those top secrets that isn't talked about in photographic and TV circles.) Photographing sound and film pro- grams for rescanning on other stations throughout the U. S. and Canada is going a long way toward solving the problem of program material for small TV stations. The cost of photographing a program in the studio is conservatively figured as being lOO-fold* that of filming it off the face of a receiving tube. Just as radio is the world's greatest consumer of oral entertainment material so will TV eat up more visual entertain- ment in one month than was ever con- ceived in the past, even at the height of vaudeville. * * * The expected shift towards placing the burden of producing commercial TV pro- grams on advertising agencies is under way. Despite considerable feeling at the networks that production would be better if program creation and execution re- mained with the chains, radio thinking is forcing the hands of the nets' television heads and more and more the prrxducer's chair will be occupied by agency men. There is another factor that is bringing this about manpower. It would be manifestly impossible for any network to staff an operation which would keep it on the air with live programs from 6 to 1 1 p.m. seven days a week. Dramatic pro- ducers at networks feel that no one person can produce a new drama or other creative type of visual program weekly. Never- theless Kraft, for instance, expected its agency to have a man do just that. The only result of a schedule of a program per week per prcxiucer, according to a number of trained television directors, will be formula productions without real creative spirit. It takes months to produce a motion picture and four weeks to produce a Broadway play. TV has to compete with both Broadway and Hollywood and that can't be done successfully with shows that can have only days instead of weeks or months for production. * * * The Allied Stores Television Caravan finished its 22-department-store trek in the black, the first video venture to do this according to bossman Sam Cuff. Lou Sposa acted as traveling ring master for the six-jeep TV department store circus. The presentation proved among other things how reliable present-day equipment is. The cameras and control board employed were the same used at the New York World's Fair and there wasn't a single failure at any place along the line. The Allied tour indicated, according to Walt Dennis, who heads up radio and TV for the Allied chain, that television is one thing that dtK'sn't have to be sold to the public. Says Dennis, "Our tour proved that the great majority of the public only wants to know 'When can I buy a set?' and 'When will my local television station be working?' " Walt Dennis didn't mention it, but it is true also that the manufacturers whose products were displayed as part of the intra-store TV presentation were "more than satisfied by the direct results" ob- tained from their sponsorship. * * * CBS is developing plans which will put it in the TV network business as soon as possible. It expects to have in its pre- liminary chain stations like WMAL-TV and other affiliated stations of the Ameri- can Broadcasting Company and may even service MBS outlets. The reason for this is simple — with many of the pioneer tele- casters linked to NBC and the total number of stations applied for at this time limited, no network can wait until enough of its affiliates put TV stations on the air to start building a chain. (Please turn to page 75) Ten per cent of the nation's FM sta- tions on the air employ live musicians, the number employed being 121. There is no prohibition against live musical programs on FM stations, the only non-musical rule is the serving of FM stations with music by AM stations or networks, either AM (Standard) or FM. As indicated in previous reports in this section James C. Petrillo's reasoning is simple. He wants all stations to have live orchestras, even if the orchestra, at the start, is just a pianist. If any network should agree to restrict its piping of music to FM stations having contracts with locals of the Ameri- can Federation of Musicians there is little doubt but that this would be agreeable to the musicians' president. * * * Only 8 per cent of the nation's FM stations are oper- ating at a profit. Six per cent are break- ing even. The balance, 86 per cent, are losing money every day. This despite the fact that 25 per cent of the FM'ers have increased their gross billing in the past six months. * * * Just as with TV, sports on FM are reaching the greatest audience in the areas where the sportcasts feature exclusive games not heard over AM sta- tions. Sports lead all program types in obtaining quick sponsorship. Listeners- per-set for these airings are more than twice what the same games collected on standard broadcasting stations. Publicity on ultrafax, RCA's facsimile, has forced all other factors in the field to speed up research on electronic reproduc- tion of FAX reception. Most devices thus far presented have used manual rather than photographic means of re- producing the received material. Big problem is not the actual reproduction but the creating of equipment which can go into the home and be serviced by the local radio repair man. The present Finch, Hogan and other F.AX reproducers are well within the ken of the neighbor- hood fixer. It's said, however, that the ultrafax, which receives pages of type or pictures, operates at such a tremendous speed that it requires an expert to take care of it. * * * Eastman Kodak demon- strated a camera during the week of October 19 that took pictures at the rate of 11,000,000 a second. While ultrafax isn't that fast it indicates the direction that photography is going. 36 SPONSOR ST. LOUIS NUMBER OXE TEST MARKET FOR TELEVISION St. Louis^ geographical location in the center of the rich middle -west^ and St. Louis^ aclcnowledged repu- tation for economic stability^ high purchasing po^ver and product -loy- alty make the area served by KSD-T V the nation's DUMBER ONE TEST MARKET FOR SELLING BY TELEVISION. The combination of St. Louis' enthu- siasm for television^ KSD-TVs accu- mulated iaiow-how9 and KSD-TVs exceptionally low rates offer an out- standing opportunity for advertis- ers to start using television effec- tively RIGHT NOW. For details regarding schedules and availabilities^ write or call Free & Peters^ Inc. or KSD-TV^ the St. Louis Post-Dispatch Television Station^ 1111 Olive Streets St. Louis I9 jIIo. NOVEMBER 1947 37 EMILE COTE'S THRILLING CHORAL SERIES The best from Tin Pan Alley, Hollywood and the Classics by the Superb Sixteen- Voiced SERENADERS Now \(Mi <-aii >|>oii><>r lli«- sin<;in<: •rroiip uilli ihi' lon<:«-st ronliiiiMUis rark^roiiii«i of lop-show ))arli<-i|»alion. S«'\«'nl\-«'ifrlil s«'|>aral«' fii lc«-ii-iniiiiil(' rpisculrs are availal>l<-. 4'a«-h a program ;z<'iii (lircrU**! h} Kmili- C.oli' aiisilli \\ arr<'ii SweeiU'v of New > ork I'liilhariiioiiic faiiu- actiii;: as i-oninien- lalor an a pro^'rani scries with IrcinciKJous p4»piilar a|>p«-al. made possihl«> h\ the skillful sclc<-tioii «»f 4li\«-rsified musical numbers. TRANSCRIPTION SALES, ISI New York— 47 West 56th St.. New York 22. N. Y.. Col. 5-1-544 r.Y.. Col. 5-1-544 Chicag aj 6381 Hollywood Blvd., Hollywood 28. Calif.. Hollyi^J J ^/^'^ An outstanding High-Hooper Show with the famous MULLEN SISTERS and CHARLIE MAGN ANTE'S Orchestra There is only one Singin' Sam and what a selling job he has clone for scores of sponsors . . . and can do for you. Singin' Sam sells because he gets the ratings and gets the response. WOW Omaha l».l al 6:30 P.M. WTAM Cleveland I2.i al 6:00 P.M. CKEY Toronto 12.9 at 7:30 P.M. CJAD Montreal 11.8 at 7:30 P.M. Ami according to ihc (Ionian survey, the percentage of tune-in at WISH in Indianapolis was doubled in first three months on the air . . • 14.6 to 30.4. Yes, Sam is doing a spectacular job. His fifteen minute shows have been heard on over 200 stations for scores of sponsors. Write for audition disc and full details on special com- mercials bv Sam, availabilities, etc. AMERICA'S GREATEST RADIO SALESMAN 117 W. High St., Springfield, Ohio Telephone 2-4974 2 N. Michigan Ave., Chicago, 111.. Superior 3053 .5600 i I Transcription Sales, Inc. 117 West High Street Springfield, Ohio Please send me complete data on D Singin' Sani D Wings of Song Name Compaiix Street City State I I Mr. iSpflflsor Asks... "Ilou iiiiK-li |)r<>l<'<'ti<>ii sIkmiUI stations and ii<'t\vorks :j[iv<' a(l\<'rtis('r8 in li4»l(liii^ lii<'li that aWxTlisor lias hnilt a liijili listrninji f"a<'lor?" >eymour Ellis National Advertising Manager Philip Morris & Co., Ltd, New York nil*. i:iliM In my opinion, the answer to the above question would depend somewhat on the station's program- ing policy. The broadcaster endeavors to build a balanced program structure that will meet the needs and desires of listeners. Maintaining such a structure throughout the day and week is of first importance and it could conflict with the plans and wishes of less than year-round advertisers. In such an event, an adver- tiser who cooperates in maintaining or contributing to such a program pattern should, and I believe does, receive pro- tection far beyond the written terms of any advertising contract. In our own case, for example, we have one dail\ program supplied by an adver- tiser which exactly fits our program plan- ning for the particular time of day. The advertiser is not a year-round user of time, but because the program does fit into our planning, we carry it sustaining during the period it is not sponsored and hold the time each year for that adver- tiser. In other cases, we have programs of our own creation, which will remain as they are, regardless of any commercial sponsorship. Most of these programs are now spon- sored. Some o( them have been spon- sored by the same advertiser for many year>;. If one of these long-time adver- tisers, for some good cause, desired a hiatus, we would in all probability hold the time and the program for him by prior arrangement until he was ready to resume. In another case, where the sponsor had been with us a shorter time and we would not feel the same obliga- tion, it is possible we would give him a lesser protection. Summarized, 1 feel that each case is decided on its individual characteristics. A mutual interest on the part of the advertiser and consideration of your pro- gram problems will usually result in a solution satisfactory to both broadcaster and client. Glenn Snyder General Manager WLS There is no question in my mind that an ad- vertiser should have absolute pro- tection on any time segment he holds, network or station, subject, of course, to the terms of the orig- inal sale. It should be his, to have and to hold henceforth, so long as he supplies a program for that time which meets the accepted standards of decency and good taste. There is, of course, the remote possibility that an advertiser might use such a time franchise to put on a program to suit his own personal whim, and by so doing might damage the continuity of listening which every station and net- work hopes to achieve and maintain, but since the question specifically mentions a big listening audience, that eventuality appears to be ruled out. Radio advertis- ing has become such an integral part of the business of those advertisers using it that a concept that franchises might be arbitrarily transferred to someone else would shake the whole structure of the industry. Absolute protection is es- sential. Storrs Haynes Manager, Radio Department Coynpton Advertising, Inc. Actually, there are two full prob- lems there. In the case of stations which are network affiliates, a local sponsor's time slot should be his, unless he is adver- tising in network option time. In the latter case, advertisers are fully aware of the 28-day recapture clause ... or should be. It would hardly be fair to a national advertiser or the network if such time could not be cleared for a network show. As far as network radio is concerned, I think it should be up to the individual advertiser to decide when he will vacate a time slot. A sponsor who has built a big listening audience for a time period has an investment in that time period when it comes to promotion, publicity, mer- chandising, etc. This investment should, by all means, be protected. Such protection depends to some extent on the length of the program. Contracts for five- or fifteen-minute shows are gener- ally written with recapture clauses, but a network sponsor who buys upwards of fifteen minutes should certainly have his time slot as long as his program remains fully acceptable. And incidentally, I don't believe pro- grams should be moved arbitraril\' be- cause of the general type of entertainment they provide, if a network or station has decided on a i-H)lic>' whereby they 40 SPONSOR won't take certain types of shows during certain hours, the sponsor should still be permitted to hold on to his time slot until he decides to relinquish it. Just to sum up, I feel that in the matter of holding a time slot, unless there are contract clauses or obvious violations, the advertiser should have the final say. Ed Wilhelm Radio Director Maxon, New York It is important to recognize that radio is an adver- tising medium and also a public serv- ice. It is my be- , » - M ''^^ ^^^^ adver- ^B " Jm risers who have H| ' built high listen' PBI ^ ing audiences or unusual public service programs in specific time slots have created valuable properties, and should be afforded more than usual pro- tection by stations and networks. In the case of an outstanding public service program, 1 would go so far as to suggest that networks and stations eX' tend more than usual cooperation in granting options and clearing time for such a program (even though they may not already be carrying that program) whenever a change is called for to afford greater audience potential through better program sequencing. While I do not feel that networks or stations should ride roughshod over an advertiser's right to a time period through consecutive use of such period, I do feel that networks and stations have an obli- gation to the public in the interest in maintaining of both spot and network radio to its highest degree of efficiency in getting audiences and also in rendering service in the public interest. It is equally important to all advertisers that our system of broadcasting be maintained on its present basis cf free enterprise and that it not degenerate to a point where those who would rather see a Govern- ment-controlled noncommercial opeia- tion of radio succeed in supplanting our present system. Much improvement can be made in station and network programing by care- ful selection of programs in relation to surrounding programs. Any advertiser who has already created a valuable prop- erty with high listening audience in a specific slot most certainly should be {Please turn to page 55) WFBM is C<^K^^»lii|i lew Enifland t Families: 2,353,000 Radio Families: 2,280,000 Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut Jiivi^iiilc TITLE APPEAL RATING LENGTH TIMES PER WEEK COST- DESCRIPTION CITY STATION CHILDREN'S CONCERT HOUR Family N. A. 30-inin 1 O.R. Recorded classical music introducefl by four children ages 8-12 Chicopee, Mas). WACC SATURDAY NIGHT DANCE PARTY I'lvn-age N. A. 90-min I 175 AM-mail-rcquest program with Lou Weinman as mc Bridgeport, Conn. WIUI WATERVILLE BOY J CLUB CAMARADERIE Adult N. A. 30-iiiin I 0. R Program for advancement of local youth orKaiiizatioiis Wat«rviUe. Mailif WTVL ^liiMi4* BOX AT THE OPERA I'uiiiily 7.5- 10 2H 30-min 1 $11.'. |ilu~ R.-i orded operatic arias; notes by WTIC timr music expert R. E. Smith Hartford, WTIC Conn. YOUNG STARS ON PARADE I'uinily N. A. 30-min 1 $50 { Features voung local musicians ages ' Waterburv, WBRY 1 4-18 i Conn. Xi'ws l|iiix LOCAL AND WORLD NEWS Falllll> .\. A. 15-iuin li $32 plus $3tal Show prepared b.^ ix-iicwsnian Charlie Thompson (7:15 pm) New Londuh, Conn. WNLC LOCAL NEWt Women N. A. 13-min 6 $16 plus $3tal Midday news show beats (only local) afternoon paper New London, Coon. WNU NEWS Family N. A. 15-min 6 $97 (5) tll6(6) Local, regional, national, international, staff-edited (7:30 am) Worcester, Maas. WNES NEWSCASTS F:imilv N A 15-min f. 1402 Local, regional, national news l-iwrenrr. M:u- WlAW CINDERELLA WEEK END WOMH'II \ \ :tii-iiiiu 1 .1 $55 i»r spot l)aii.\' prizes and wefkl.\- grand prize of week end in New York Hartford. Conn. WTIC tUESS THE TUNE Women N. A. 15-min 5 $100 Tunes aiid theater tickets to those who identify five old tunes Bridgeport, Conn. WHAt JIM-JAMBOREE Family 5.5 90-min 5 $80 per 15-min Music, fun, and five poasible quii winners each day Waterbur>-. Conn. WMV MUSICAL QUIZ Family N. A. 60-inin 6 0. R. First to answer musical question wins choice of next tune Gardner, M>uK WHO! S|M»I*IS BUMP HADLEY .Men 5.4 H 15-min li $247 Sports news :ind coniinentary, including sohoollMiy games Boston Man. WBZ HUNTING AND FISHING Men N. A. IS-min 1 $62 Cliff Davis with hint; on where, how, to get 'em ; anecdotes Bostoo, Man. wu SPEAKING OF SPORTS Men 8.2 C 15-inin 6 $185 John A. Cluney does sports news, inter- views with sports figures Waterbury, Conn. WUY SPORTS TIME Men N. A. 15-min 6 $192 Veteran sportscasler Al \'e.'itro gives inside slant on sports news Waterburv, WWCO Conn. Woiik'ii'n l*arlii*i|iaiiii;^ IT'S A WOMAN S WORLD «..■■:.„ N \ $'.' 2.S pl ii.»-, s :ii u n.' -|~'I ■ ..1. liilar of ( Itil. i\. iil~ M ;-. • Time and talent unless otherwise indicated. N.A.-Not Available, H-Hooper, C-Conlan, P-Pulse, E-H - Elliott-Hayes; O.R. -On Request 42 SPONSOR cisEi^ Cann" in9 crop \t\9 COS fOi^ A conn and ^ . -■ for P icki'^S- The peak of the berry crop arrives in Michigan ...and all good housewives start canning. It's as simple as that. Those gals don't care that the Indiana berries came in last week . . . or that Minnesota berries won't be ready for ten more days. Not at all. But you can be sure the Kerr Glass Manufacturing Corp. cares. They want sales in Indiana, Minne- sota, Michigan . . . and in 45 other states, too. Obviously, they need fast-moving, hard-hitting advertising, an(/ they get it with Spot Radio. For 10 years this flexible medium has been used from coast to coast . . . exactly when and where crop and selling conditions w^ere ripest. Today, requests for the Kerr Canning Booklet are greater than ever, and cost-per-inquiry has hit a new low. Ask your John Blair man how Spot Radio can solve your toughest selling problems. Chances are he'll come up with the answer. ^CS-G ^^Ht. I«7 P ''^^T BUY / I & COMPANY LEADING RADI I Offices in ChicaEO • New York • Detroit • St. Louis • los Angeles • Sin Frincisci NOVEMBER 1947 43 spot 1 APPEAL RATINfi LENGTH TIMES PER WEEK con» DEKRIPTION CITY TITU nATION KENNEIEC CAUNDAI Women N. A. 15-min 6 O.K. Diary of social functions, radio fashion catalogue, kitchen bints WaterviUe. Maine WTVL MODCRN KITCHEN Women N. A. 18-min S 0. R. Interviews with chefs, cooking hinta, recipes, party ideas Worcester. Mass. WTAG MODERN WOMAN Women N. A. IS-min 6 0. R. Women's news, fashions, etc. Ua« par- ticipHting public service spots Worcester, Mass. WTAG OPEN HOUIE Women N. A. 30-mio S U per spot Program, with emcee Lee Spencer, ii io its fourth year. News Portsmouth, N.H. WHEB SHOPPING lY MDIO Women N. A. 30-miB 3-5 149.89 for 3 tpota Shoppers interviewed by mobile unit, taken to studio for prites Hartford. Conn. WDRC SHOPPER'S SPECIAL Women 5.5 105-min 3-6 S49.89for 3 spots Mobile unit calls on homes, and house- wives receive products Hartford, Conn. WOK SWAPPER'S CLUB Women 10.4 C 15-min 5 $138.50 Ruth ReJdini^ton emcees listeoere who want to swap items Keene. N.H. WKNE WE, THE WOMEN Women N. A. 30-inin 5 $7 per spot Music and women's news with Eunice Oreenwood Hartford, Coon. WTHT WOMEN'S MATINEE Women N. A. 15-min 5 »3fl 75 Jo .\nn Walkover read^ womeo'c news, handles interviews, music Burlingtoi). Vt. wjor Uiddle iltlantic Families: 9,653,000 Radio Families: 9,166,000 New York, New Jersey, Pennsylvania, Delaware, Maryland, Washing- ton, D. C, West Virginia, Virginia llrsiiiia TITLE APPEAL RATING LENGTH TIMES PER WEEK COST" DESCRIPTION CITY STATION CHILDREN'S THEATER Juvenile .\. A. 15-inin 1 $45 talent Kiddie casts enact adaptations of classics, original stories Baltimore, Md. WFBR SUGAR -N SPICE Juvenile N. A. 30-min 1 $75 B time $85 A time Drama plus audience participation. Priics in question session Jamestown, N. Y. WJTN TILLIE LOU Juvenile N.A. 15-min 6 $35 per spot Juvenile senal with slant to good man- ners and Ijchavlnr Schenectadv, WGY •liivoiiilo FIVE O'CLOCK SPECIAL 12-lSyrs N. A. 30-iiiin 5 11 li. Jive record show slanted at the teen- age trade. Requests (irt-ensburg, Pa. WHJB IT'S TEEN TIME 12-17 yrs N.A. 30-min $22.40 Two teen-agers act as junior disk jocke.vs, do commercials Indiana, Pa. WDAD KIDDIES KARNIVAL 6-12 yrs N. A. 30-min 0. R. Child talent show with adult emcee. Local slant Johnstown, Pa. WABO GUDYS LYLE JUNIOR CLUB 6-12 yrs N.A. 30-min 0. R. Kid show originating in a local theater. Lyie is at the organ Norfolk, Va. WSH MOTHER GOOSE 4-S yrs N.A. 15-min $110 Saturday morning kiddies-and-motheis, song-and-story show Buffalo, N. Y. WCR TRIPLE B RANCH 8-12 yrs N.A. 30-miD 0. R. "Foreman" Bob Smith with contests, prizes, fun for bo>-s New York aty WNBC UNCLE TED 4-10 yrs N.A. 15-min $62. 13 "Uncle Ted" Eiland reads the Sunday comics to the moppets Huntington, W. Va. WSAZ WORD STORIES 4-6 yrs 2.8 15-min $215 Educational stories slanted at the younger listeners New York City WOR YOUNG BOOK REVIEWERS 12-15 yrs N. A. 30-min $250 Junior book-reww panel, ages 12-15 iliscuss, meet author- New York WMCA >l«iii-<»ii-lli«^->iiriM^I KURBSTONE KWI2 l:i.inly N A. l.5-[iiiri ■'' *lii7 .'.i I'assors-hy are intervneweJ, giwn basket of fruits Wilkes-Banc. Pa. WILK LET'S VISIT Family N.A. 30-min 1 0. R. Dorothy Day and Jack Lacy do remote ad lib visits New York City WINS ON THE SCENE Family N.A. 15-min 5 $210 Bill Barrett wire-records at scene of local stories Beekley, W. Va. WAS OUIZ-A-TUNE Family N. A. 15-min r, $<10 Passers-by identify luiie pla>i-d from -tllillo to .■itre. 1 Norfolk, WLOW * Time and talent unless otherwise indicated. N.A. -Not Available, H-Hooper, C-Conlan, P-Pulse, E-H - Elliott-Hayes; O.R.-On Request 44 SPONSOR f\0' WSAI IS frankly commercial Three of Cincinnati's downtown department stores use daily programs for straight selling purposes. Combined, they sponsor two hours a day on WSAI. The men who buy time for these stores are alert and promotion- minded. To them, commercial impact is more fundamental than audience index. Vet not one single listener may be offended — too many brands are at stake in a department store. Doing this job for dependable retailers day after day and year after year has characterized WSAI in our community. It is the result of studied technique. You have known of an acceptance plus for your printed message when you placed it in certain magazines and newspapers. This applies to radio stations and particularly to WSAI. UU Q A I Avery -Knodel, Inc. ■■ w ^m I American Broadcasting Co. Cincinnati, Ohio a Marshall field station NOVEMBER 1947 45^ spot IlILt TIMES APPEAL RAIINO LtNtlH PER KKEEK COSf DEJCRIPIION CIII STATION ROVING MICROPHONE Family N. A. 1 IS-mio 1 | 129 1 Interview show with a wire recorder 1 Warren, WNAE 1 '1 1 Pa. >lll^ii4* JOHNNY ANDREWS SHOW \\ ^ \ \ -'.'i I. ; J" SiiiKs dt-ilii-ali-d to annivi-niariefi; liv.- N.-w V.-l. WNEW orrhcstra accompaniiiient <"it> SLIM BRYANT ft HIS WILDCATS Family N. A. 15-min 2 1608.50 6:15 pm brings folk, popular sooga, western ballads Pittsburgh, Pa. KOKA CURTAIN CALLS Family N. A. 30-min 6 tiso Albums from current, past B'way, H'wood hits: automobile tips New York City W«VN DREAM AWHILE Family N. A. 15-min 3 S15 talent Features Marge Warren at piano, and mc with informal touch Ft. Wa>Tie, Ind. W6L RUTH ETTING SHOW Family N. A. 15-min 5 12000 Sentimental songe, today and yesterday; Ruth and husband chat Sew York City WHN HOUR OF NOCTURNE Women N. A. 90-min 6 0. R. Greatest in opera, symphonic, chamber music; 10-11:30 pm Philadelphia. P». WDAS IMPRESSIONS IN MUSIC Family N. A. 30-min 1 0. R. PopuUr music alternates weekly with background music from films Troy, NY. WTBY FRANK LUTHER SHOW Juvenile N. A. 30-min 1 $424 Live, recorded music; philosophical com- ments New York aty WNBC MAGIC MELODIES Family N. A. 15-min 1 $308.25 Two pianos, guitar, organ, vocalist in smooth arrangements PitUburgh, Pa. KOKA MUSICAL RAINBOW Family N. A. 30-min 3-fl $76(3 per week) Special music to show off quality of FM broadcasting ■> New York aty W6YN- FM MUSICANA Family N. A. 15-min 3 0. R. Classical, light ballad recordings intro- duced by A. Roger Kelly PitUburgh. Pa. WJAt MUSIC FROM HOLLYWOOD Family N. A. 30-min 7 $54 Records of De Vol, King Sisters, Hal Derwin, Peggj- Lee, Four of a Kind Wilkes-Barre, Pa. WIZZ MUSIC OF MANHATTAN Family N. A. 15-min 6 $315.60 NBC Thesaurus; 6:45 pm Savannah, Ga. WUV NICHOLSON ft CUY Family N. A. 15-min 5 $75 talent Arranger Bobby Nicholson, singer Jeffrey Clay, 15-piece orch Buffalo, X. Y. WKBW POLKA PARADE Family N. A. 30-min 2 $150 per broadcast All-request live show with violin and accordion Trenton. N.J. WTTM SHOW TIME Family N. A. 15-min 6 $108 Musical fancies of yesterjear, notes on the great personalities Annapolis. MdT WANN STUMP US Family N. A. 15-min 5 $30 talent per broadcast Listeners try to stump pianist, singer with tune requests Baltimore, Md. WCAO KATHRYN WOOD SHOW Family N. A. 30-min 1 $15 talent 1 Classical, semi-classical songs; violin, piano aocompaniment Norfolk, Va WGH N^'ws MARK AUSTAO. NEWS A. lull N. A. 15-iMin 5 J4M talent Same spot for three years. News com- mentary and reporting Washington, D. C. WWDC WWDC-FM BILL AUSTIN, NEWS Family 8.5 10-min 6 $150 Evening newscast with heavy play of feature news Huntington, W. Va. WPLH JANE ELLEN BALL Women N. A. 15-min 3 0. R. News to women, interviews, and cine gossip by woman reporter Pittsburgh. Pk. WJAS BROADWAY LULUBY Adult N. A. 5-min 3 $60 Digest of goings-on about town in theater, clubs, etc. Woodside. N. Y. wwn. COHENING THE TOWN Adult N. A. 15-min 1 0. R. Harold Cohen, local drama critic, gives screen chatter Pittsburgh. Pa. WJAS COMMUNITY NEWS Family N. A. 15-min 6 0. R. Only source for local news via radio in in this city Frederick. Md. WFMO MEADE DAVIDSON Adult N. A. 10-min 5 $200 Commentary, featuring interviews with UN delegates Woodside. N. Y. WWRL EVENING EDITION Adult N. A. 15-min 5 $210 Evening roundup of news, sports, local items by WJL^ news editor Beckley. W. Va. WJU IT HAPPENED DURING THE WEEK Adult N. A. 15-min 1 $25 A recap of the week's top news events in world and local McT WANM JAMESTOWN IN REVIEW Adult N. A. 15-min 1 $37.50 Tape or e.t. interviews, review of week's local news Jamestown. NY. WJTN FRANK KINGDON Adult N. A. 15-min 1 $225 Kingdon comments incisively on the week's events New York City WOB LOCAL AND COUNTY NEWS Adult N. A. 10-min 5 $S5.50 Slanted to women. Show uses 15 differ- ent county news sources Cniontown. Pa. WMBS MARYLAND NEWS Family N. A. IV-min 5-6 $35 talent Follows local sportscast, uses late local and state news Baltimore. Md. WFBB NEWS AT FIVE Family N. A. 5-min 5 $75 Only Norfolk station with a newscast near this hour Norfolk. Va. WLOW NEWS AT NOON Family N. A. 15-min 6 $S71 for Newscast prepared by NBC Newsroom, aireil b> Radcliffc Hall New York WNBC Time and talent unless otherwise indicated. N.A.-Not Available, H-Hooper, C-Conl«n, P-Pul$^ E-H - Elliott-Hayes, O.R.-On Requert 46 SPONSOR WHN does it agairi! 6ILLB0ARD1 PIRST AWARD I I94fc WHN kSPOPlTS^ .^^=1 N&'S ^. •947-WHN fOAV Ted HUS»r^f,D •^ \ ^^.r:^ /^ N TED HUSING'S BANDSTAND PROMOTION WINS SINGLE CAMPAIGN DIVISION INDEPENDENT STATIONS OVER 5,000 WATTS BILLBOARD 1947 RADIO PROMOTION EXHIBIT Last year it was WHN's Sports. This year, again, another WHN feature runs off with top promotion honors. WHN advertisers get intensive promotional support for their cam- paigns, plus showmanship, plus fifty -thousand-watt clear channel coverage, in America's greatest market. Yes, you get more for your money on WHN. >-^. 50,000 Watts -1050 Clear Channel spot IIUI IIMES APPEAL RATING LENGTH PER WEEK COST DEJCRIPTION ciTr STATION NEWS. tVERY HOUR Fuuily N. A. 3-miu 72 0. R. A.I'. uewB on ihe hour from b am to 7 pm Pfailadelpfaia. WOAt NEWS or THE WORLD Family 10. 8 C 15-mio 6 tl34.40 First complete newgcait of the day, with weather reporta Warren, Pa. WNAE PERIPECTIVE ON THE WEEK'S NEWS Family N. A. IS-miD 1 »40 Author Roy Morgan airs an aoaiysis of the week's news Wilkes-Bam, Pa. WILK T:00 A.M. NEWS Adult N. A. S-min 6 $30 talent Wake-up newscast of world, national and local events Baltimore, Md. WCAO BECKLEY SMITH, NEWS Family N. A. 15-mio 12 0. R. Just completed 11 years with same sponsor Pittsburgh, Pa. WMS STAPLETON REVIEWS THE NEWS Adult N.A. 30-mio 6 0. R. Three parts: Local; comment on week's news; interviews Syncuse, N. Y. WNOI Tfll-STATE NEWS Family N. A. lO-min 6 $193.20 News of West Va., Ohio and Kentucky plus local news Huntington, W.V^. WSAZ JOHN VON BERGEN, NEWS Adult 8.4 IS-min 6 $250 Local, national, and world news from U.P. and local sources Scran ton. Pa. WARM WKAL NEWS Family N.A. I5-min 6 $158 Straight newscast by Michael Carlo Rome, N. Y. WKAL A WOMAN'S NOTEBOOK Women N. A. I5-mio 5 $107.20 News notes to women, with f<>atupe8 and inff-rvic-A-^ Wilkes-Barre. WILK >«vi»llv CALtNDAH UF CHARACTER 1 ..li.ll.. .\. .V. 1^-iiiii. J-o $35 lalciit per show lielerie (.iriiliaui aiialyiei! tUoiinUf Ifuiu month of birth b^ulllnuri', Md. WFBR CONVERSATION AT EIGHT Family N.A. 30-miD 1 $200 talent Author Tom Sugrue interriews well- known personalities New York aty WINS DAPPER DAN TIME Women N.A. 30-min 5 0. R. Dapper Dan Martin ad libs, and spins disks Frederick, Md. WFHD DREAM WEAVER Family N.A. 15-min 5 $715.50 Paul Shannon reads inspirational poetry against organ background Pittsburgh, Pi. KOKA GREEN AND GOLD ROOM Family N.A. 45-niin 1 $50 Simulated night-club variety show using records; background noise Baltimore, Md. WCBM LABOR ARRITRATION Adult 2.3 60-min 1 $250 talent Labor expert Samuel R. Zack heads panel of guest experts New York City WMCA LUNCHEON AT SARDI'S Family 1.3 H 30-min 5 $600 Interviews with celebrities at restaurant New York aty WNEW MYSTERY AT EIGHT Family N.A. 30-min 5 $75 15-min $125 30-min Transcribed mysteries across the board every night at 8 New York City WNEW PINEY HOLLOW HOE-DOWN Family N.A. 30-min 2 $200 per 30-min Quadrilles, hoe-downs, reels, etc., with square dance calls Trenton, N.J. WTTM VAUGHN-S AUDITION TIME Family N. .\. 30-min 1 $42.40 Listeners vote for best amateur. Every seventh week winners compete Nanticoke, ' WHWL Pa. l|iii% ANSWER MAN Familly 1.2 H 5-min 6 $925 Erudite "Answer .Man" replies to listener's mailed-in questions New York WOR City RECORD RIDDLES Family 2.6H 15-min 6 $95 per spot Guess identity of mystery records pla.ved by emcee New York WOI aty S|MII*i>i CHOSJ VIEWS OF SPORIS NEWS .\Uult .s .\ 15-1)1111 $l'..s 1 Production sportscast show with various running features HuiltlDgtOll. W. \a. WPLH BILL DIEHL SPORTS PARADE Adult N.A. 15-min 6 $30 talent Commentary on national and local sports events NoKolk. Va. W6H FOOTBALL GAMES Family N.A. 120-min 2 $100 per show I/ocal high school and college football games, play-by-play Wilkcs-Bane. Pk. WIZZ JACK GUINAN'S SPORTS SUMMARY Men N.A. 15-miD 6 $135 Follows newscast in evening. Complete sports roundup Jamestown, N. Y. WiTN STAN LOMAX Men 6.2 H 15-min 3 $90 talent per show Veteran sportscaster Stan Lo nax gives late sports news New York aty MOB RAY MARTIN, SPORTS Men 6.4 C 15-min 6 $90 Emphasis on local sports, by Ray Martin Middletown, NY. WAU BOB PRINCE. SPORTS Men N.A. IS-min 6 0. R. "Has the highest sportscaster Hooper in Pittsburgh": WJAb Pittsburgh, P*. wut SPORTS CLINIC Juvenile N.A. 30-min 1 $300 Sol's clubs receive advice on sports from guests. Prises Philadelphia, Pa. rnni SPORTSMEN'S CLUB Men N.A. 15-min 2 $110 Like FimhinM mnj Hunting Club, with Wilkes-Barre. Pa WILK 48 Tiir.e and lalcnt unlcis clhtrwis* indicated. N.A. -Net Available, H-Hoop«r, C-Conl«n, P-Pul$e, E-H - Elliott-Hayes, O.R.-On Request SPONSOR TITLE APPEAL RATING LENGTH TIMES PER WEEK COST* DESCRIPTION CITY STATION SPOTLIGHT ON SPORTt Men N. A. 15-niin 5 $122.50 Coverage of local and national sports news, interviews Wilkes-Barre, Pa. WILK SUNDAY SCOREBOARD Men N. A. lO-min 1 $25 Recap of sports news for the week end Annapolis, McT WANN WBLK SPORTS NEWS Family N. A. 10-min 6 $128.12 Local and wire-service news of sports Clarksburg, W. Va. WBLK WHIRL AROUND WORLD OF SPORTS Men N. A. I5-min 6 $675 Late news, background stories, forecasts, guest interviews PitUburgh, Pa. KDKA WINTER SPORTS Family N. A. 45-min (approx) 2-4 $10,000 season of 00 games Professional ice hockey, and basketball from nine Arena Washington, D. C. WWOC WWDC FM spot Women's Psirti^'ipsitiiii;^ MARGARET ARLEN SHOW Women iN. A. 30-min 6 $702, 6 spots a wk .•\. M. hou.sewife show. Wide range of subjects with feminine appeal; guests New York WCBJ City AROUND THE TOWN Women N. A. 15-min 1 0. R. Cooking recipes, household hints, beauty news all given by A. Christy Pittsburgh, Pa. WJAS BLESSED EVENTER Women N. A. 30-min 6 $45 for 6 spots Ray Schneider congratulates homes of new-born babies Pittsburgh, Pa. WWSW DOROTHY DAY Women N. A. 30-min 5 0. R. Household hints, menus, fashions, bud- get ideas; interviews New York City WINS HERE'S LOOKING AT YOU Women N. A. 30-min 5 $100 per spot Richard Willis aids participants in im- proving personal appearance New York City WNEW ANICE IVES Women N. A. 25-min 5 $50 per spot Women's Commentary-Participations Philadelphia, Pa. WFIL KATHY COMES CALLING Women 14. 8C 15-min 5 $45,6 spots a wk Program of delightful music and inter- esting chatter Jamestown, N. Y. WJTN LADIES' DAY AT WCBM Women N. A. 60-min 5 $75 per 5 spots a wk Prizes, music, eight contests Baltimore, Md. WCBM LADIES MAN WITH TOBEY & TINY Women N. A. 30-min 5 $400—5 spots per wk Women's food quiz New York aty WOR LADIES, THIS IS FOR YOU Women N. A. 30-min 6 $180 Participation show held in local restau- rant. Prizes Beckley, W.Va. WWNR OTHER PEOPLE'S BUSINESS Women N. A. 25-min 5 $125 per 5 spots Guest per day interviewed by Alma Dettinger New York City WQXR RUN OF THE HOUSE Women N. A. 30-min 5 $125, 5 spots a wk Charlotte Adams discusses world and community problems; household hints New York City WQXR SECOND CUP Women N. A. 15-min 5 $100 talent Fifteen minutes of casual comment ^S^. WTRY THIS AND THAT WItIi MONA AND PAT Women N. A. 15-min 5 $187.50 Two sisters poke fun at each other as they discuss current topics Woodside. N. Y. WWRL ANN VOUGH VISITS Women N. A. 15-min 1 0. R. Material on Home — Gardens Greensburg, Pa. WHJB BARBARA WELLES Women 1.5H 30-min 5 $500, 5 spots per wk Women's chatter and gossip New York aty WOR VIRGINIA WELLS Women N. A. 15-min 5 $51.25.5 spots a wk News of Women's Organizations around town Binghamton, N.Y. WINR YOUR FRIENDLY NEIGHBOR Women 3.5 15-min 5 $22.50 per spot Twelve-year-old participation-program Baltimore, Md. WCAO SoDthern Families: 8,380,000 Radio Families: 6,399,000 Arkansas, Kentucky, North Carolina, South Carohna, Tennessee, Georgia, Alabama, Florida, Louisiana, Mississippi, Texas Dr SI Ilia TITLE APPEAL RATING LENGTH TIMES PER WEEK COST* DESCRIPTION CITY STATION GOLDEN WEDDING Family N. A. 30-min 1 $37.50 Skits featuring highlights in lives of couple Huntsville, Ala. WFUN TELLER OF CURIOUS TALES Family N. A. 15-min 5 0. R. Spine-tickling mysteries handed down from one generation to next Huntsvill'. .\la. WFUN Time and talent unless otherwise indicated. N.A.-Not Available, H-Hooper, C-Conian, P-Pulse, E-H - Elliott-Hayes; O.R.-On Request NOVEMBER 1947 49 spot •liivoiiili^ mil APPEAL RATINS LENGIH TIMES PER WEEK COST' OEICRIPTWN CITY STATION HEALTHY. WEALTHY AND WISE '• 12yr8 N. A. 30-iuin 1 $35 talrnt $IS pnm Quiiies, Btunte, games; studio audience Lxiuisville, Ky. WAVE TOTI PLAYHOUtE i-5 \rs S. .\. 25-iiiin 1 0. R. .StorieB arid n-fords for lots and iiiOthiTb Ni-w OrU-k/iK. wotu >lsiii-oii-lli4'-SiriM'l MAN ON THE STftEET I'ri'-bH-X. alarm rlixk k'""- '*^ 'I'jriiit: -Uuv^, >liisi€* BOB AND HIS GIRL FRIENDS W... S A 15-min ■' 11 l{. llob .MesK:ll fpitis di£ik.v ul lour ttnutli- singing starn daily Auguii.t (la. ABBQ CECIL BROWER-S WESTERN BAND Family N. A. 25-min 8 0. R. Pop tunes as well as western music by this live talent group Odeasa. Tex. KECK CASCADES OF MELODY Family N. A. 25-roin 5 $84.30 5 15-min Popular hit tunes or today and yesterday Durhftm, N. C. WTIK FOUR HAWAIIANS Family N. A. 30-min 1 $16.92 per spot Live Hawaiian music group, aUo plays current pop tunes Florence, AU. WHTT JIVE FIVE Family N. A. 30-miD 5 0. R. On air six years with this live Dixieland- style group. (Juests New Orleans, La. WWL MELODY DEPARTMENT Family N. A. 15-min 5 $72 BMI script used with recorded music. Srogram notes on bands Ft. Pierce. Fla. WIU MUSICAL CARAVAN Women N. A. 30-min 6 $150 6 15-min Musical tour around foreign lands, with appropriate songs West Memphis, Ark. KWEM MUSIC BY REQUEST Women 6.2C IS-min S $199.40 5 15-min Phone requests played immediately by live novelty music group Savannah, Ua. WTM NEW SPANISH TRAIL Adult N. A. 30-min 1 $50 talent Six-piece Mexican orchestra, girl vocalist. Rumbas, tangos, etc. Sao Antonio, Tex. WOAI AGGIE PICKIN-S Family N. A. 30-min 1 $150 Live college-talent show with studio audience of 2,000 College Sta- tion, Tex. WTAW REHEARSAL FOR A NERVOUS BREAKDOWN Family N. A. 15-min 3 $4. 70 spot $2 talent Two-man act at piano and vocal. Much ad lib kidding around Andalusia, Ala. waA KENNY RENNER SHOW Women N. A. 15-min 3-5 $66 talent Renner sings smooth ballads for house- wife audience Louis>-iUe, Ky. WAVE BOB SMITH AND HIS RADIO PALS Family N. A. IS-nijn 6 $283.20 6xl5-min Live talent group, seven years on this station Colombia, S.C. WIS SONG SHOP Family N. A. 15-min 5 $304.25 Cliff Cameron at the organ. Was spon- sored 2 years by drug chain Atlanta, Ga. WAIL SPOTLIGHT ON A STAR Family N. A. 15-min 6 $125 Thumbnail portraits of singing stars plus their records Port Arthur, Tex. KPAC SPOTLIGHT ON RHYTHM Family 8.0 30-min 5 0. R. Recorded and transcribed music Meridian, Miss. WTPK WAX MUSEUM .\dult N. A. 25-min 1 0. R. B.'trbershop harmonies by a male quartet New Orleans, WDSU >«»\v« COMMUNITY PRESS i'aiiiily 7.9 15-Uiiii 1 J3U Local newscast with emphasis on com- munity betterment LaGrangi, Ga. WUG EARLY EDITION Family N. A. 5-min 6 $43.20 First news on daily schedule. Roundup- style Ft. Pierce, FU. WIU BOB FEAGIN AND THE NEWS Family N. A. 15-min 5 $5 news charge Roundup newscast of local, state, and international news Ra. wroQ HOUSEWIFE CHATTER Women N. A. 15-inin 5 $32.95 Woman's news program, with book re- views, screen news, etc. Florence, Ala. WMFT IT HAPPENED UST NIGHT Family N. A. 15-mia 6 0. R. Morning newscast that reaches a big farm audience Ixmgview, Tex. Knn JOURNAL OF THE AIR Family N. A. 15-min S $72.90 Roundup done in production format with three voices, sound effects DiUon, S.C. wosc UTE NEWS AND SPORTS Family N. A. 15-min 6 $41.54 Review of day's news with late sports news, ball scores Florence, Fla. WMTT LISTEN UDIES Women N. A. 15-min 5 0. R. Women's interest news, fashions, movie news, musical numbers North Little Rock, Ark. KXLR LISTEN UDY Women N. A. 15-min 5 $52.50 Typical women's interest news show Macon, Ga. WBHl LOCAL NEWS Family N. A. 5-min 6 $25 Summary of city and county news Palestine, Tex. KNET MATINEE AT MIDNIGHT Family N. A. 60-min 6 0. R. "Disk -contorting" balance of news, k'ut.sls, jiv( ;iiid c!a.tsical niusic Chicago, i:: WBBM * Time and talent unless otherwise indicated. N.A.-Not Available, H-Hooper, C-Conlan, P-Puisc, E-H-EllioH-Haycs,- O.R.-On Request 50 SPONSOR FOR BALTIMORE ... A MARKET OF 192,146 MONEY SPENDING SCHOOL STUDENTS THEIR « ■!■■ ^.^H^. _ . .. mw^ ^ #' ANOTHER LrVE WFBR PROGRAM — ONE THAT CAN REALLY SELL THE BIG CASH MARKET Here is how you can wrap up 192,146 High and Prep School students of Baltimore into one package — and win their undying loyalty to your soft drink, gum, candy or other teen-age product. It's simple to do in Baltimore. WFBR's 4-year old "Scholastic Scrapbook" is now offered for sale, M.C.'dby one of Maryland's great athletes, featuring stars like Frankie Sinkwich as guest expert. "Scho- lastic ScrapfcooA" brings pre-game predictions — im- portant game results in Baltimore High and Prep school circles to the air each Friday, 7:00-7:15 P.M. Football, Basketball, Hockey, Baseball — every school sport is covered to keep intensive interest through- out the 39-week school year. But "Scholastic Scrapbook" is not just another Sport Show. It has a terrific "gimmick." Each week a corps of experts see all important games, select the "Unsung Hero" to be honored that week over "Scho- lastic Scrapbook. ' ' Not the fellows who v.'in headlines, but the many who contribute to their success. Rivalry between schools for the C. P. McCormick award as the best "Unsung Hero" of the season is intense — builds a high listening audience. Naturally, it is WFBR that airs such an interest arousing, live, local program. In Baltimore, WFBR is the live show station. That's why WFBR delivers for net and spot advertisers alike, more listeners per dollar than any other Baltimore station. WFBR-BALTIMORE ABC-5000 WATTS-AND 1.200,000 LISTENER FRIENDS NATIONAL REPRESENTATIVE -JOHN BLAIR & CO. NOVEMBER 1947 51 spot 1 TITLE APPEAL RATING LENGTH TIMES PER WEEK COST* DEURIPTION CITY STATION NEWS AND FARM REViEW NEWUAST Family N. A. 30-inia S $110 Divided into two periode. First ii news roundup, laat is farm news Orlando, Fla. WORZ Family N. A. 15-min S 173.83 Straifiht summary of the local, state, and international news Asheville. N.C. WKIX NEtWS ROUNDUP Family N. A. IS-Diin 11 t32.9S6x wk t54 84 6i wk Two newscasta daily from AP sources Florence, Ala. wm NORVIN DUNCAN. NEWS Adult N. A. lO-mio S $3 talent Straight news supplemented by local coverage Greenville, S. C. WFBC THREE STAR EDITION Adult 7.3 H IS-min 5 tlU.SOplua $12.5Utalc-nt Complete roundup, plus strong local coverage by Jim Cook Amarillo, Tei. KFOA TODAY'S NEWS Family N. A. IS-min S $198.50 5xl5-min wk Tailored news summary for a state-wide audience Columbia, S.C. WIS VIEWS OF THE NEWS Adult N. A. 15-min 6 *53.13 Noontime commentary on the day's news Florence, Ala. WMfT W. C. TEAGUE AND THE NEWS Adult 6.4 H IS-min 6 0. R. Commentary on the day's news by this veteran newspaperman Memphis. Tenn. WMC WORLDWIDE NEWS Adult N. A. IS-min 6 $76.50 Summary of late world-wide news Pavagould, KOIS WOMAN OF THE DAY WoTIMli N. A 15-niin .•i 5 $51 3x wk Women in the news, society news, gossip, shopping hints Montgoni#*rv, Ala. WMCY >»|i4»rlM BILL MAPES. SPORTS \1 \ \ '■'-' $54 n4 StraJRht sporLs roundup, with occasional inter\-iews Florence-. Ala. WMFT DICK SMITH'S SPORTSWURL Men 9.5 10-min 5 0. R. Local and world sports Meridian, Miss. WTOK HIGHLIGHTS IN SPORTS Men N.A. 15-min 5 $100 Sporta news and stories Montgomery, AU. WMGY JACK CUMMINS, SPORTS Men N. A. 15-min 6 0. R. Sports news and interviews by WPDQ's Sports Director Jacksonville, FU. WPDQ PIGSKIN PREVIEW Men N.A. 15-min 1 $10 Local slant. Art Mentor talks with local high school coaches Palestine, Tex. KNET SPORTS EXTRA Adult N. A. 15-min 5 $114.50 Roundup coverage, exclusive in the Amarillo area. Interviews Amarillo, Tex. KFDA SPORTSMAN Adult N. A. 15-min 6 $96 Roundup coverage of national and local sports news HarUviUe, S.C. WHSC SPORTS REVIEW Men N.A. 10-min 5 0. R. Summary of late sports news and scores Florence, S.C. WOU SPORTS ROUNDUP Men N.A. 5-min 5 $68 Dave Banks, ace sports .and news man, docs fast summary Jackson, Tenn. WTJS SPORTS. SCORES. AND PERSONALITIES Adult N.A. 15-min 5 $155 Sports comment and news N. Little Rock, Ark. KXLI \Voiii4^ii*K I*sirlii*i|i2iliii;;; AT HOME WITH ANNE OALY \\.,ii„h ■t '.1 25-riiiii .3 n. K. Only woman's angle show in Jackson- ville. Hints, news, etc. Jacksonville, FU. WPDQ DATE WITH DOT Women N.A. 25-min 5 0. R. Record show with news of interest to women Bi nnioffhain. Ala. WKAX HOMEMAKER Women N.A. 30-min 5 $1.50 per spot Typical woman's show, with news and chatter Andalusia, Ala. WCTA HOUSEKEEPING A HOBDY Women N.A. 15-min 1-3 $4 talent per b'cast Program on the air for 13 years. News, hints, recipes Greenville, S.C. WFBC JANE RECOMMENDS Women N.A. 30-min 5 $20 per partic Civic affairs, woman's news, hobbies, etc. Miami, na. WGBS MARKET BASKET Women N. A. 45-min 5 $17.50 per partic Movie news, cooking and homo hints, and music Tarboro. \ r WCPS Middle Western Families: 12,140,000 Radio Families: 11,387,000 Ohio, Indiana, Michigan, Wisconsin, Illinois, Minnesota, Iowa, Missouri, Oklahoma, Kansas, North Dakota, South Dakota, Nebraska •liivi^iiili' TITLE APPUL RATING LENGTH TIMES .PER WEEK. COST* DESCRIPTION 1 CITY 1 STATION CHILDREN'S PROGRAM Juvenile N A I.S-ii.in It (> K T*rocrani in ninth v, »r u.th rhil,l talent. ! \orfnlk. ' WES * Time and talent unless otherwise indicated. N.A. -Not Available, H-Hooper, C-Conlan, P-Pulse, E-H - Elliott-Hayes,- O.R.-On Request 52 SPONSOR TITLE APPEAL RATING LENGTH TIMES PER WEEK COST* DESCRIPTION CITY STATION KIO KLUB Juvenile N. A. 30-niin 1 130.46 OrlKinatcs local theater, with live kid audience, quiz show Chickasha, Okla. KWCO TEEN-AGER'S SHOW 12-19 yrs N. A. 30-min 5 $100 Local live kid talent on show, movie news, Kuest^i, Kags Applelon, WHBY U-SELECT-AND-WIN 8-14 yrs N. A. 30-niin 1 0. R. Contestants 8-14 identify live music se- lections for prizes Wichil;,, Kans. KANS spot Maii-oii-tlie-Str<^el; INQUIRING MIKE Kaiiiily 5.0 H I5-[iiin 5 (). H. Movie tickets given to guests on this typic.^l interview show Dos .Vloines, Iowa K$0 INTERVIEW ON MAIN STREET Family N. A. 15-min 6 0. R. Conducted from local theater lobby. Gift certificates Fostoria, Ohio WFOB- FM KLIZ GOES CALLING Family N. A. 15-min 2 t40 Tape-recorded interviews at county fairs, games, etc. Brainerd, Minn. KLIZ MAN ON THE STREET Family 13. 5C 15-min 3 $71.40 plus prizes Informal interview show with gifts, special questions Crest on, Iowa KSIB PENNY FOR YOUR THOUGHTS Family N. A. 15-min 6 $117 Gives away pennies; if guest's penny has right date, prizes Vincennes, Ind. WAOV Music AFFECTIONATELY YOURS Women N. A. 15-min 5 $55 talent Tenor Ken Ward sings pop tunes with organ accompaniment Cleveland, WTAM Ohio ANNIE'S ALMANAC Women N. A. 15-min 3 $75 talent Like old-time almanac, with hints, live music, chatter Indianapolis, Ind. WIBC • CONCERT HALL Family N. A. 60-min 7 $108 Full hour of classical and light classical music Grand Rapids, Mich. WFRS DIXIE FOUR Family N. A. 15-min 6 $90 talent Available Sat. morning. A live quar- tette, piano Indianapolis, Ind. WIBC EVENING MELODIES Family N. A. 15-min 5 $106.25 Smooth blend of clas.sical and popular transcriptions Shenandoah, Iowa KFNF HAWAIIAN INN Family 4.8H 30-min 5 $36.25 for 5 spots Mythical-hotel-in-Hawaii format, with South Seas music TuLfa Okla. KFMJ LIFE, LOVE, AND LOUISE Family N. A. 15-min 5 0. R. Louise King's vocals, with news and comment Chicago, III. WBBM DOROTHY MARSHALL SINGS Family N. A. 15-min 1-6 0. R. Girl singer with piano. Pop tunes, old favorites Alliance, Ohio WFAH MEMORY TIME WITH NANCY LEE Family N. A. 15-min 5 $106.25 Memory tunes sung by Nancy Lee with piano background Shenandoah, Iowa KFNF STARDUST SERENADE Family N. A. 15-min 5 0. R. Songs by Billy Leach, singer on the "Wayne King Show" Chicago, ni. WBBM THIS IS FOR YOU Family N. A. 15-min I $150 Live talent with 12-piece band, vocalists. Variety musical Youngstown, Ohio WFMJ TONES OF HARMONY Family N. A. 30-min 1 0. R. Negro quintet with high local popularity. Spirituals Fostoria, Ohio WFOB- FM WFRS CONCERT HALL Adult N. A. 55-min 6 $108 Only regular concert hour show avail- able in western Michigan Grand Rapids, Mich. WFRS ^ews BERNIE ANDERLEY, NEWS Family N.A. 15-miu 6 $120 News, with local guests who are in local news picture Bramerd, Minn. KLIZ COUNTRY EDITOR Family 12.0 15-min 5 $60 Local items done in homey, informal style Cedar Rapids, Iowa WMT DUNBAR'S EVENING COMMENTARY Men 10.7 H 5-min 5 $185 Commentary on national and inter- national news, local Kalamazoo, Mich. WKZO HERE'S TO THE LADIES Women N.A. 15-min 6 $39 Women's news show, with hints, fashions, music Alliance, Ohio WFAH- FM CHARLES HERMAN, NEWS Women 4.7H 15-min 5 $137 National, state and local coverage in roundup form Grand Rapids, Mich. WUV LEE KRAMER Women 23.2 C 15-min 3 $65 News for women, with some fashion hints, poetry Galesburg, 111. WGIL LET'S TALK ABOUT THE WEATHER Family 5.4 H 5-min 5 $140 Complete 3-day weather forecasts for farm and city Indianapolis, Ind. WFBM LISTEN UDIES Women N.A. 15-min 5 $76 Homemaker news show, with local items, fashions, prices, etc. McAlestcr, Okla. KTMC LOCAL NEWS ROUNDUP Family 12.5 15-min 7 $48.80 per 15-miii .All available local news, plus state news Canton, Ohio WHBC * Time and talent unless otherwise Indicated. N.A. -Not Available, H-Hooper, C-Conlan, P-Puisc, E-H - Eliiott-Hayes; O.R.-On Request NOVEMBER 1947 53 TITLE APPEAL RATIN8 LENSTH TIMES PER WEEK COST* DESCRIPTION CITY STATION LUNCHEON NEWS Men N. A. IS-min 5 1240 Newi, carried remote from civic club luncheons as inxtitutional Flini, Mich. WRRC NEWS OF THE DAY Family N.A. IS-min 5 tl06.25 Follows Fulton Lewis; spota open at lieginninf! and end of show 'To: WMRH NEWS TO WOMEN Women N. A. 15-min S 162.50 Newscaat slanted to women with home- nuking items, price news Galesburg, III. W«iL NOON NEWS Family N.A. IS-mio 6 1175 Midday newscast of general interest. Complete roundup Shenandoah, Iowa KFNF AIT ROBINSON, NEWS Family N.A. IS-mio S tl53.75 Art Robinson, 15-year news veteran in radio in roundup Columbus, Ohio WHKC COURTNEY SMITH. NEWS Family N.A. IS-miD 18 0. R. Wire service and local news items in roundup form Evansville, Ind. WEOA TEN P.M. SATURDAY NEWS Adult N.A. 15-min 1 0. R. Late evening roundup of the world, national, loc^ news Chicago, III. WHAQ VOICE OF THE NEWS Adult N.A. 30-min 6 0. R. Roundtable discussion of the day's news by WJAC. news staff Norfolk. Nebr. WMt TONY WEITZEl V,|,,l. \ V V.,.n ■■ $'i 1 r, News coiiimcntaPi' on events of a local nature Detroit, .Mieh. WWJ S|l<»l*tS rOM MANNING. SPORTS REPORTER Men 5.3 H 10-min talent .Manning. 20-.vear radio sports veteran, with general coverage Cleveland, Ohio WTAM AL NAGLER, SPORTS Men N.A. 15-min 5 0. R. Summar>' of world and local sports happenings Detroit, Mich. WJBK , SPORTRAITS Men 2.5 H 15-min 2 0. R. John Harrington reviews the sports news in drama style Chicago, lU. WBBM SPORTS DESK Men N.A. 15-min 5 0. R. Comment on sports news with guest interviews Des .Moines, Iowa KSO SPORTSMAN'S CORNER Men N.A. IS-min 1 $20 talent Preview of week-end sports, hunting and fishing events Indianapolis, Ind. WIBC SPORTSMAN'S ROUND TABLE Men N.A. 15-min 1-3-5 0. R. Board of four experts answers questions mailed by fans Chicago, lU. WBBM SPORTS REVIEW Men N.A. 15-min 5 S8.50per 15-min Rapid-fire comment on the sports news; local slant Sweetwater, OkU. KXOX SPORTS ROUNDUP Men N.A. 5-min 6 0. R. Wire-service sports news with local slant, late ball scores Norfolk, Nebr. WUG WSTV FIELD & STREAM CLUB .Adult N. A. 15-min 1 0. R. For sportsmen and non-sportsmen, with anecdotes, tips, news Steuben\-ille, (Ihlo WSTV Variofv CLEVELAND CLAMBAKE Women 5.0-7.0 H 30-min 5 1600 .\ftcmoon variety, with live audience, music, quijies, etc. Cleveland, wjmi Ohio 1 SUNNY SIDE UP Family N.A. 30-min 5 0. R. Impromptu music, chatter, prises, studio audience, gags Dayton, 1 WINS Ohio WoiiM^ii\s l*»rlM*i|»aiiii|;$ JUNE BAKER \S Omen .\. A. 30-inin 6 1400 for 6 spots .N'ow in MthcoDseeutivayMr. dueago't top-rated femme ahow ag-r. W6N COOK BOOK TIME Women N.A. 30-min 6 1 175 per month 1 spot per day Hints and recipes, kitchen suggestions, women's news Shenandoah, Iowa KFNF FOR UOIES ONLY Women N.A. 15-min 5 $40.50 for 5 spots Morning women's commentar)' show with news, hints, etc. Crestoo, Iowa KSIB HOUSEWIFE'S REQUESTS Women N.A. 30-min 5 0. R. All-request show for housewives onl)'. Letters read on air Portamouth, Ohio WPAY LISTEN UOIES Women N.A. 30-min 5 $145.85 wk; Spots 0. R. All-around show of news, music, chatter, gossip, interviews Joolin, WMm WOMEN'S CLUB OF THE AIR Women 3.0 H 30-min 5 $40 per spot Home forum type. Information, hints, interviews Cleveland, Ohio WTAM YOUR DAILY D02EN Women N.A. 15-min 5 $57 wk; Spots 0. R. Contests, music, women's interest news, goRsip, hint.« Wis. Rapids, Wis. WFHI ■ Time and talent unless otherwise indicated. N.A. -Not Available, H-Hooper, C-Conlan, P-Puisc, E-H-Elliott-Haye$ O.R.-On Request 54 SPONSOR MR. SPONSOR ASKS: {Continued Jrom page 41) afforded the maximum protection from a station or networi< in holding option for such a time period. Gordon H. Mills Manager, Radio Departmeyit Kudner Ageyjcy Inc., N. Y. Obviously there can be no general rule which would protect advertisers since the circum- stances involved in building a time period are so varied. However, I firmly believe that some protection should be given to the advertiser since it's not only to the adver- tiser's benefit to build a higher listening quotient for his program, but it also bene- fits the network in the sale of time, by increasing the value to other advertisers of adjacent time periods. Of course, any network or station soon reaches a point of diminishing returns in holding a time period open for an adver- tiser and this necessarily limits the amount of protection which the advertiser should expect. Basically, the annual re- bate system is designed to make off- season advertising financially attractive to sponsors and thus avoid the necessity of holding open the time period. This may not be the answer in all cases. I am sure that no general rule can be evolved because the value of the program and the sponsor to the network or station varies in each case. Therefore, I feel that the matter of pro- tection must be worked out between the station or network and the adveitiser individually, and the amount of protec- tion given or received will depend entirely upon the relative bargaining power of the negotiators. John G. Hoagland Director of Radio Robert W. Orr, New York their allegiance to the new product. Every dairy at one time or another uses a juvenile program and sooner or later shifts from urging tots to "Ask mama to buy Razzle Dazzle Milk" to selling its prod- ucts on a factual basis direct to mama. Milk air advertising is credited with materially increasing the per capita con- sumption of dairy products during the last 10 years. Only the consumption of butter has gone down during the decade. Dairy increases show up in the following fashion : Per Capita Consumption Fluid Millc 19.?7 160.23 quarts Fluid Milk 1947* 200.46 quarts MILK ON THE AIR {Continued from page 20) youngsters — one of the reasons why the big dairies like the big bakers have shifted their appeals to adults. The bigger the give-away the more juvenile listeners and more sales which are activated by youngsters. The hitch is that when a competitor comes up with a bigger and better give-away the kids blithely shift Butter 1937 I(...S pounds Butter 1947* 10.0 pounds Cheese 1937 5.6 pounds Chee&e 1947» 7.0 pounds Ice Cream 19.37 7.6 quarts Ice Cream 1947* 19.0 quarts Projected from current pro dttrt usage. Both of the national milk advertisers have run the gamut of programing. Only the Kraft division of National Dairy has been consistent from almost its air begin- ning, the Krajt Music Hall having started with Paul Whiteman at the helm in 1933 and continued with Bing Crosby and now DENVER WANTED MORE Now two hours daily . . . 2:30 to 4:30 P. M. Birdseye Frosted Foods Blondex Clicquot Club Colgate's Ajox A & A Coal Co. Accurate Lock & Key Co. American Beauty Laundry Corlson-Frink Dairy Products Cool Heating Co. Cola Moca Columbia Records Durkee Margarine Kem Tone Sears Roebuck Gr Co. Culligon Soft Woter Denhom Theoter Electric Center Merritt Moving Cj Storage Miller's Super Markets Pedigree Shop Alexander Smith Carpets Swift Ice Cream Tintex Vicks Products Santa Fe Lumber Co. Sun Glo Venetian Blinds Sweetheart Floral Shop Tasty Foods Venetian Blind Laundry Weiss Venetian Blinds Wilson Trailers For Rates and Remaining Availabilities in the RAY PERKINS SHOW ASK A JOHN BLAIR MAN Or GENE O'FALLON, Manager, KFEL, Denver NOVEMBER 1947 55 Al Jolson down through the yc.irs without break except for summertiine replace- nients. This program has had a high rating, good sponsor identification, and sold Kraft products. While the Kraft Music \ lali was setting the pace for cheese-selling, the Sealtest part of the organization fooled around with longhair music and actually left the air for five years until the Sealtest Villane Store fomiula was developed. They've stuck with this through a number of stars, always doing a good selling job at a reasonable program cost. When Joan Davis outgrew the program they kept her co-star Jack Haley and built Eve Arden. This season, as previously noted, Haley has been replaced by Jack Carson with Arden continuing with the program. By keeping one of the two stars at all times Sealtest has been able to achieve a con- tinuity of effort. In the summer one of the stars takes a hiatus so the cost of the program is cut down to summer-audience size and Sealtest selling runs merrily along. Sealtest has local cut'ins on the Villafie Store program for local brand names throughout the country for as National Dair> has abs(jrbed local brands it has not eliminated the local brand name but simply added the Sealtest label to the local package. In August 1941 Kraft added a second program to its air advertising, taking the Gildersleeve character from Fibber McGee and Molly to build a program of its own. FOR KIDULTS FOR CHRISTMAS! )> ^ i The KOR.\LITES With Their Famous Choral Speaking — Famous Impersonations of: KAY KYSER as "The Pied Piper" uho jound Hamelin a real rati "Boomlown". U . C. FIELDS as "King Midas" and BABY SNOOKS as the little girl he tamed to gold. CINDERELLA, HANSEL AND GRETEL, et al— They're all in this series of 60 quarier-hour episodes. Transcribed and dramatized trom age old fables — ^ Yet as new and bright ^ as the NEW YEAR coming! For an audition disc and success stories. WRITE 19 EAST 53r(J STREET.. .NtWYORK CiTY With the exception of summer hiatus periods Gildersleeve has continued on the air selling Parkay Margarine and Kraft cheeses. National Dairy spends over $2,500,000 for radio advertising as against around $500,000 for magazines. Its success with its three programs, however, does not deter its member companies from broad- casting their own programs. Sheffield's inexpensive Guess W/io (WOR, New York) filled the Madison Square Garden for one broadcast and played Loew's State — with plenty of commercial billing for the name Sheffield. As National Dairy's use of the air has been stable, Borden's has been just as erratic. Borden nationally has sponsored ever>thing from Magic Recipes to its present Mark Wamow and County Fair. Its gamut has included: Household Institute ;NBC 1932 Magic Moments Blue 1933 Leo Reisman Orch NBC 1933 Magic Recipes CBS 1934-35 45 Minutes in Hollywood CBS 1934 Bea Lillie Blue 1935 Hughes Reel NBC 1938 Fannie Hurst Blue 1944 Ed W>nn ABC 1944-45 Borden Show ABC 1945 County Fair CBS 1945 (to date) Jerry Wa>T)e CBS 1945 Ginny Simms CBS 1945-47 Tomm\ Riggs CBS 1946 Arthurs Place CBS 1947 Mark Wamow CBS 1947 (to date) Of these only County Fair may be said to be an outstanding success. It's a day- time People Are Funny ■■ Truth or ConsC' quences sort of program, inexpensive, with a fair Hooper (current 5.3) that usually ranges midseason from 6 to 7. That's good for a daytimer that's on only once a week. Although Borden has been unable, ex- cept in the case of County Fair, to hit a program that delivered a habit of listen- ing, ever>' one of their programs has had some listening and has therefore sold Borden products. They admit that they don't know exactly what will sell milk and dairy products but they also point out that the> 've been in broadcasting for a long time and the compan\ has con- stantK' grown in gross business and profits. Unlike National Dairy they have a national trade name, Borden, that goes on ever\thing the\ sell from their instant coffee to their Eagle Brand Condensed Milk. Also unlike National Dairy, Borden owns its own outlets and distributors. 56 SPONSOR National, for its part, is making a con- certed drive to get men to go into business as Sealtest Milk distributors. They use the fact that they're radio-sold and are continuing to sell the Sealtest trade-mark as a plus in this effort. They're out to add 1000 of these new outlets in 1947 and have developed a distributor package ad- justable to nearly any cash reserve for setting one's self up in business. It's a franchise arrangement which protects the new businessman and is very inviting for a man with a family — for whom the dairy business is painted as something extra special. Since the World's Fair in New York Borden has increasingly sold a new Borden trade-mark, Elsie, the Cow, on and off the air. Currently they are run- ning a contest to name Elsie's new calf. At the same time they've discovered that a living trade-mark like Elsie has by- products in the form of Elsie toys and Borden now has a special division called Elsie Enterprises which licenses the use of the Elsie name, etc. There are toys, baby dishes, games, and a whole roomful of juvenile products that bear the name and likeness of Elsie . . . and they're selling as well as advertising Borden. Thus, the dairy industry's use of radio runs the gamut. The products and appeals vary, which gives the man with still another slant on capturing the dairy audience a basis for arguing his case. But the failures have been too many and it's time for dairy sponsors to make a careful analysis of what clicks. Much of the record is here. THE OHIO STORY {Continued from page 24) next problem was to find a narrator to carry the major burden of tale-telling. ' Here again the need was for a performer who, like the producer, would be willing to leave lusher markets for his talents to come to Cleveland, to forsake the flesh- pots, so to speak, for the sylvan beauty of one of the Cleveland suburbs. The agency found one such in Bob Waldrop, who after starting in radio 16 years ago in San Francisco had traveled around the country during the war narrating the Army War Show and later had done the Treasury Salute. Although not an Ohioan, Waldrop has on a number of public occasions frankly admitted that he's on the way to becoming one. He didn't come to Cleveland to take over The Ohio Story job without a number of misgivings— but he came and he's very happy that he did — now. (Please turn to page 72) NOVEMBER 1947 BMI T^-'^S'Ue' Hit Tunes for November (On Records) A GIRL THAT I REMEMBER bmo Tex Beneke— Vic. 20-S497 . Victor Lombardo— Maj. 7S69 . Tommy Tuck.i— Col.' AS SWEET AS YOU ^eSenO Art Lund— MGM 10072 (Peer') (Marks) COME TO THE MARDI GRAS Xavicr Cugat-Col. 37556 . Freddy Martir,-Vic. 20-2288 Victor Lombardo— Mai. 7243 . Fernando Alvares—Stg. 1 5145 Guy Lombardo — Dec. 241 56 FORGIVING YOU Me - HarryJames— Col. 37588 . Johnny Johnston— MGM 1 0076 Sammy Kaye— Vic. 20-2434 . Jerry Cooper— Diamond 2084 HILLS OF COLORADO ° '° > GuyLombardo— Dec. 24179 . Robert Scott— Mercury 3069 I WONDER WHO'S KISSING HER NOW Perry Como-Vic. 20-231 5 . Ted Weems-Perry Conno-Dec, 25078 Ray Noble— Col. 37544 . Dinning Sisters--Cap. 433 ^F^k^Fre^br-^STc^^^B^ob^y^D^y^^^^^^^^ ^:;sr:il'^^;;;^^?i^w i^rT;^;;?^?^ |one 5132 Danny Kaye— Dec. 24110 . Jerry Cooper— Diarnond 2082 JeaVsablon-Vic. 25-0101 . Ben Yost Singers-Sonora 1084 JUST AN OLD LOVE OF MINE ca.pbeiPose) f::.^t^:^t:;^^^:^^^<^^^lrC::=^^l'^- Oons Day-Col. 37821 MADE FOR EACH OTHER - Buddy Clark-Xavier Cugat-Col. 37939 . Monica Lewis-Sig. 1 5105 Dick Farney-Mai. ^^^l-^-^^^^Z^^X.^T' SMOKE! SMOKE! SMOKE! (That Cigarette) Tex Williams-Cap. 40001 . Phil Harris-Vic. 20-2370 !Lrnr» Welk— Dec 24113 . Deuce Spriggins— Coast 263 JoT,;ny"oTd-Col. 37I3I . 101 Ranch Boys-Security 1001 THERE'LL BE SOME CHANGES MADE Mar ) r^ u CI. —r^l ^7963 Peggy Lee— Cap. 1 5001 . Ted Weems— Dec. 25288 ^"dle lond^-ie"l'804i .^Va^s Waller-Vic. 20-2216 THE STORY OF SORRENTO ^ ° Buddy Clark-Xavier Cugal-Col. 37507 . Bobby Doyle-Sig. 1 5079 ZU-BI (Repubhc) (American) c.™m„ K««e— Vic 20-2420 . Victor Lombardo— Maj. 7263 S'y TtckT^Col.* . Art Mooney-MGM' * .S"o«ri /" he relrused BROADCAST MUSIC INC. 580 FIFTH AVENUE • NEW YORK 1 9, N. Y. NEW YORK • CHICAGO • HOLLYWOOD 57 signed and nnsigned Adoe/iiUi^u^ Ac^enC'tf, PeMj(UUiei Qlui^iK^ NAME FORMER AFFILIATION NEW AFFILIATION CharU-s ( :. Msiip Francis C. Uarfon Jr. Mort Bassi-tt John Haxier K. (). lUllinfisley Ik-lin Black I. Howard Black Jr. /.fplia Sanioiloff Boftert lip 1*. Boll Jr. (icorili' II. Hover RiihiTi II. Brinkerhoff Watson Bui'hier Walter Hunker Kay Cormier I" rank Delano l-.rnst I >el bridge Steve Earle Marian Fave Theodore V.. Fisher .Samuel <'.. Fuller Charles (Gabriel James .\. (Jarfield II Chet (;ierlach Harold (Jickman .Stanley R. C;raham Kthel Greenfield Leonard (Jross .\rthur (;. Halfpenny i honias \V. Hall Mason I,. Ham F. R. Henderson John C;. Holme R. E. Jacobson l.leu Jones .\rthur .\. Judson John <:. Kenaston Wray I). Kennedy Robert Koenift \nthonv I.aSala William I,, l.edwith (;eor)le J. Leroy Joseph C. Lieb Byrnes MacDonald Herbert B. Mankoff Robert J. Mann John R. Markev H. .\. McCoy Klinor (i. Mc\ ick ar Kdward Merrill Jr. Ilenrv K. Mever Jan II. II. Meyer David II. Murray Samuel H. Northcrosa Frank .\. Oberndorfer Claience T. Peacock Kdyihe Polster Trudy Rich mond Carl k. Roilees I.ouis Rosenthal Ben Rubin I'aul Russell Marc II. .Seixa.s \lfred K. Sieftel l.ynne .Smith \udrey Stern I. eon 'i'hamer II. B. Trout man Lester Vail (.retchen \andivert \. S. White Charles S. Wilkinson I rank .\. Wood 1 SO\ EMhER I94T Packard-Bell Radio Mfft Co. L. \.. adv mftr F'ederal, N. Y.. radio dir Morse Intl. N. Y., timebuyer, asst radio dir BBD&O. N. Y.. copy supcrv Tracy. Locke. Dallas Walter Suertfafier. N. Y.. media dir W. Farl Bothwell. Pittsburgh, media dir Beaumont *: Hohman. L. .\., acct exec Bote Little Rock, head Cory Snow. Boston N. W. .\yer. N'. y. Western. L. A. Younft & Rubicam. H'wood. prodn supervisor .Mlied. L. A., acct exec Younft & Rubicam. N. Y.. acct exec Mercury PuhlishinC Co. N. Y.. adv dir Rodijers & .Smith, H'wood Pedlar & Ryan. N. Y., media dir •Sherman & Marquette. H'wd Business Week. N. Y., sis prom mftr N'ortham Warren (lorp. Stamford, Conn., asst to fien mftr Mercready & Co, Newark, vp Doremus. N. Y.. head ften adv div Huff & Henderson. Dallas, partner Libby McNeill & Libby. Chi., prod adv mfir Buchanan, L. A., comml div mi^r L. E. McGivena, N. Y., ofc mgr, acct exec J. Walter Thompson, N. Y., asst acct exec Brown & Biftelow, Denver Gever. Newell & Ganfter. N. Y., traffic, prodn mgr Curtis Publft Co. Phlla. Humbert & Jones. N. Y. Kastor, Farrell, Chesley & Clifford, N. Y.. acct exec Sinclair Refininft <-o. N. Y., exec asst to pres F"urniture World. N. Y. Ruthrauff & Ryan. N. Y.. radio copy dir Crosse & Blackwell Co. Vancouver Walker & Downinft. Pittsburgh Dorothy Gray Ltd, N. Y.. adv dir NBC. N. Y. J. M. Mathes. N. Y.. acct exec Benton it Bowles, copy writer Younft & Rubicam. N. Y.. radio research unit head M<;M Records. N. Y.. sis prom mftr Ziff-Davis Publft Co. Chi. J. M. Ilickerson, N. Y.. creative staff ABC. N. Y. John F. Jelke Co. Chi. Fashiallas (new branch), mftr Redfield-Johnstone. N. Y.. media dir .Same, also vp. ften mftr Edward S. Kelloftft. L. A., acct exec Leo P. Bott Jr. Adv (new). Chi., head Tippett. Jackson & Nolan. Boston, acct exec Younft & Rubicam. N. Y.. acct exec William Kester. IPwrnKl. copy chief .Same, radio mftr Hunter. L. .\.. same Foote, C.nne & Belding, N. Y.. acct exec Bishop. L. .\.. copy chief H. K. 1... L. A., acct exec Irwin-McHufth. H'wood. copy chief, acct exec .Same, vp Younft & Rubicam. H'wood. dept exec .Same, vp Fran Murray, Cleve.. acct exec Ouane Jones. N. Y.. dir in radio dept .Arnold. Boston, acct exec Reinftold. Boston, copy chief H. K. L.. L. A., radio head Fred Wittner. N. Y.. exec staff .Same, ften adv mftr O. S. Tyson. N. Y'.. acct exec Saine. vp E. R. Henderson & .\s.soc8 (new). Dallas, head Franklin Baker Div Cieneral Foods Corp. Hoboken. N. J, adv merch mftr Same. Southern Calif, mftr BBD&O. S. F.. media dir Seidel. N. Y., vp Bishop. L. K.. acct exec .\. W. Lewin. N. Y.. acct exec Raymond Keane, Denver, acct exec .Same, acct exec Walter Weir, N. Y.. exec staff ■M Paul Lefton. N. Y.. acct exec .Same, vp Same, asst pub rel, adv dir Kurk & Brown. N. Y.. acct exec CB.S. N. Y.. comml proft development dir Stewart -Lovick & Macpherson. \ancouver James .\. .Stewart. Carneftie. Pa., acct exec Harriet Hubbard .\yer. N. \ .. adv. merch. prom dir ■S'ounft & Rubicam. H'wood. proft dept exec Raym', audience composition fig- ures are not available for the new half- FOR THE FOURTH STRAIGHT YEAR! KMLB ^ MONROE LOUISIANA It Has more listeners in Monroe and North- eastern Louisiana than ALL OTHER STATIONS COMBINED! 1947 CONLAN SURVEY OisfribwHon (rf kctVMng k KMLB S»OtH>n A ii'K JS J*-. 24es and reaches a $103,629,000 buy- ing power! For the fourth itralght year, authenti- cated listening surveys conclusively prove thot KMLB has more listeners in Monroe ond Northeostern Louisiana THAN ALL OTHER STATIONS COMBINED! In foct, KMLB is the ONLY radio facility cleorly heard in this rich orea! REPRESENTED BY TAYLOR-HOWE-SNOWDEN iff\aJ/(} Sales, INC. AFFILIATED WITH AMERICAN BROADCASTING CO. J. C. LINER, Jr.. Gen. Mgr. 60 SPONSOR hour format of Sky King and Jack Arm' strong*. Since the General Mills decision to try the half'hour adventure program idea is said to have been based upon what they discovered through their sponsorship of the Lone Ranger on a Monday, Wednes- day, and Friday basis, the Ranger's aver- age audience composition figures should give some indication of how Armstrong should make out in this division (despite the fact that the masked rider is on the air from 7:30 to 8 p.m.): Program "Lone Ranger" Men 0.72 Women C;hildren 0.83 0.97 A forgotten factor in children's hour programing is that the audience is never constant. Youngsters are constantly growing in and out of the age group that istens between 5 and 6 p.m. Obviously then the over-all listening habit isn't as fixed as adult listening habits are. It's possible therefore to establish a new set of kid habits more easily than with adults, at least with some of the young- sters. The hitch is that a child with a fixation, and habits are forms of fixations, is even more set than an adult. He wants what he wants when he wants it. When he's off something — ouch. For years children's programs were sold to advertisers on the basis that what Johnny and Sis wanted Mom would go out and buy. Now they are sold on the basis that parents listen to what their offspring want to hear. Thus although commercials apparently are aimed at youngsters they're really talking to the adults over the younger generation's shoulders. Neither of the networks aiming at youngsters (ABC and MBS) is 100 per cent happy with its children's hour. Sponsors are selling at this period at an advertising cost which justifies their con- tinuing use of the hour. Nevertheless top advertising thinking is that the 15- minute daytime adventure strip has passed its zenith and like the Uncles and Aunts of a decade ago they too will pass from the commercial scene. General Mills (and Derby Foods too) may be an advance guard in setting a new pattern — or maybe the hour will be turned over to the American housewife, like it is on NBC and a host of independ- ent stations all over the nation. It's definitely in a state of flux. ' They are released by Hooper (the only source) once every three months. Sticks to his folk music, which he can do almost indefinitely, and forgoes guest stars (he has had them recently) his pro- gram can go its merry way. Ives just doesn't need any accompaniment; he can sound his own A. Morton Downey will have to return to doing his broadcasts live. Transcription networks like Mickey Sillerman's Keystone will just have to forget music. Keystone has been placing a number of transcriptions of the Sing Crosby program on its rural market sta- tions and that lush business will be lost. The net will have to keep to non-music programs or make certain that all Key- stone stations have the same musical e.t. library. (In the latter case they can key in numbers from the library.) There are a number of men in the re- cording field who say that Petrillo can't simply wipe out the music recording busi- ness. Others say that if men — even members of the AFM — are forced by law to work, that's the end of the present concept of democracy. Musical recording or not, the transcrip- tion business has had a jolt but it is pre- dicted that there'll be more recorded programs on the air commercially in 1948 than ever before in the history of radio TRANSCRIPTIONS (Continued from page 31) on the air. Petrillo made that clear in his ban statement. As long as Burl Ives GIVES YOU PRIMARY COVERAGE OF A BILLION DOLLAR MARKET Retail sales in the primary coverage area of \^SBT totalled §1,009,269,000* in 1946! The rich counties of northern Indiana and southern Michi- gan which comprise this billion-dollar market have a combined population of 1,300,500*. And there are 414,700 radio homes in this area (BMB report). Reniember — this is all primary^ coverage! WSBT secondary coverage blankets two-thirds of Indiana, stretches well up into Michigan, and extends into Illinois and Ohio. * Sales Management's Survey of Buying Power 5000 WATTS 960 KC • CBS PAUL RAYMER CO., NATIONAL REPRESENTATIVE NOVEMBER 1947 61 GIVOT "THE AMBASSADOR OF GOOD WILL' LOOKING FOR SOMETHING NEW IN RADIO SHOWS? HERE IS A SHOW THAT IS NEW AND DIFFERENT! A OUARTER-HOUR OF LAUGHS. SONGS AND GOOD Will fcoturing the litablc ilylc of George Givot fIFTY-TWO OPEN-END OUARTER-HOUR TRANSCRIBED PROGRAMS C. BRUCE hNOX Radio Productions FAMMONT HOm - ATOP NOB HIU SAN FRANCISCO 6 CAUFORNIA VUken 6^34 KDKA charts its BMB coverage. Going tar bt'>()nd the usual station maps the pioneer Pittsburgh Westinghouse broad- caster has designed a colorful graph which shows intensity of its listening in every county in its great service area. In mul- tiple colors it also shows the penetration of the other important transmitters in the Steel City. At a glance the timebuyer knows just where KDKA stands in any county for which he wants figures. Popular mailman contest builds audience for WPAT which previously had tested a policeman Adonis competition. The men- in-grey sweepstakes was on a sponsored radio program but that didn't stop 42,000 of the 250,000 men and women and 350 mail men in the Paterson, New Jersey, station's area from rooting for their favor- ites. WKRC honors the "Grocer oF the Month" and the "Druggist of the Month" too. Each will rate a broadcast monthly and will be selected through ballots printed in WKRC's house organ Key Notes. Key Notes also will carry a feature story on each of the men each month. The idea is to build retailer good-will for the Cincin- nati station and its sponsors. WHBC helps visitins fireman. Collecting upon the fact that many of its listeners from time to time visit New York, Chicago, and Hollywood, station WHBC is issuing "Guest Courtesy Cards." These intro- duce residents of Canton, Ohio, to the guest relation men at network head- quarters in those broadcast-center cities and facilitate their obtaining tickets to see broadcast programs, it's a good- will builder plus. WISN-Pharmaceutical Association window display plan expands. Indicating what they think of WISN's Know Your Druggist Better program, 25 strategically-located Milwaukee drug stores feature in their windows a three-panel display promoting the drug program in the center and two other WISN programs on the sides. The display also has a top panel which high- lights CBS" slogan "The Biggest Show in Town." "What's the Weather" a.m. program tops in Bismarck, N. D. Although its four years old. KF^R's What's the Weather con- tinues to pull from 300 to 500 entries daily. The first prize is just $5.00 but everyone's a weather forecaster so he plays the game. Program rating is 15.3 at 7:45 a.m. Entries predict the weather one week in advance. Ten-city lour gets 633 inches of publicity. In order to get a local slant, the Oklahoma Front Page, Phillips Petroleum daily newscast over WKY, Oklahoma City, visited 10 cities and broadcast in each from the newsroom of the local news- paper. The result was first page stories for the program, good-will on the part of the local Phillips gas station opjerators, and an increased audience for the pro- gram. The operation was carefully planned by Bruce Palmer, director of the station's news department, and Gene White, the outlet's publicity director. ESSO ties up with Freedom Train. More than 50 timely radio reminders will be used on local Esso Reporter broadcasts as the Freedom Train travels the country. Please turn to page 64) ADAMS CLOVE AND BEEMANS GUM UJ Z U^Uen a > < 0 Symphony Plays a Jingle I— z • in iUcM, H,-e-w.-'i! w r- > UJ 3 YES IT HAPPENED m in 0. *toi 04U4f> ance. . . . • > 12 The Buffalo Philfiarmonic > t— because of the amazing popularity Z < of Lanny & Ginger's Jingle for I Q Sattler's (NOW Buffalo's largest > Ui store), featured a 20-minute sym- t/i z phonic arrangement of this catchy • z> tune at the famed KLEINHANS lA • HALL! > a: UJ -I UJ It44i iuUce . . ! 1- m UJ Tfie Boston Sympfiony • m at a popular concert, performed 70 g Z a lengthy arrangement of Lanny o & Ginger's "Soapine" jingle, and Z ^ when the orchestra reached the in > swing chorus, played as Lanny & CD • Ginger perform it, the audience ^ Q. 3 sang the wordsl m 3) 0 UJ Mo^ie? m en Q 0 0 z 9? Why not write for brochure C/l "Jingles Tfiat Don't Jangle ' < Lanny & Ginger Grey Z m ^ Radio Productions and Jinqles Z 1 BSOMadison Ave.,N.y.28,N.y. s cr 1 • ( ATwatcr 9-4020 > :OCILANA COUGH NIPS • MOUNDS 1 • 62 SPONSOR say Send sift subscriptions to SPONSOR this Christmas and, in effect, you're saying: "Here are the trends, the interpretations, the experiences of broadcast advertising from the buyers' viewpoint. . . . Here are the double- checked, tested facts proving that properly used, BROADCAST ADVERTISING PAYS Here is enjoyment. For SPONSOR with its easy- flowing, pictorial format and meaningful stories is fun to read." With each gift subscription you say, "MERRY CHRISTMAS." For each recipient will receive a specially designed gift card bearing your name. SPECIAL CHRISTMAS GIFT RATES (based on one-year subscription) 1 2-4 5-14 15-24 25 &'more $5.00 each $4.50 each $4.00 each $3.50 each $3.00 each Your own subscription (new, renewal, extension) may be included. *(add $.50 for each_ Canadian subscription) Use enclosed card or send ms your^^i / Your Hartford County Station WKNB ^^i^-^// L Regional Coverage of the rich, central Connecticut market at local rates/ High Hooper Rating 840KC— 1000 Watts WKNB-FM— 95.1 Megacycles Represented by Adam Youns, Jr., Inc. The New Britain Broadcasting Co. S1 3 Main St., New Britain, Conn. 1 1 Asylum St , Hartford, Conn. BROADCAST MERCHANDISING {Cjuntinued from pa^e 62) Special copy "sells" freedom vs. "isms" and invites listeners to visit the train. Esso's cooperation is at the request of the Advertising Q)uncil which is clearing time for the "liberty selling" promotion. WFIL presents Scout awards monthly. Gen- eral Manager Roger W. Clipp, as a pub- lic service gesture, will present a monthly "Boy Scout Award for Service" starting last month (October) and an annual award starting in February 1948. The idea is to advance scouting but at the same time it's certain to make Philadel- phia scouts tune in WFIL regularly. j^ _ Housing instead of ' hoop-la^ for WNBC 25th Anniversary. Stressing service, Jim {Please turn to page 75) LISTENING, FALL 1947 (Continued from page 27) with the exception of Jack Benny, none of the Sabbath faithfuls have hit their regu- lar season opening pace. Benny started off on the first Sunday in October within one-tenth of a point of his 1946 rating, '47 18.6 against '46 18.7. The rest of the comedy block-program sequence didn't really get started during this week. Fitch Bandwagon was off .7 of a point, Edgar Bergen was off 6.3, Fred Allen 8.7. Even PROJECT YOUR SALES STORY TO OHIO'S RICHEST FARM MARKET WITH 5,000 WATTS / DAY AND NIQHT / HERE'S WHBC'S / t«RGED RURAL PICTURE / YOUR DOLLAR BUYS MORE THAN BEFORE / in Ohio's most di\ crsitit'tl iiidustri.tl protluciion / .irc.i .ind richest rur.il region. BASIC MUTUAL Plus ABC Fealures • Basic ABC Full Schedule 3-1-41 CANTON, OHIO Tht Itst lalonctd Marktt in Hit Unittd Statts the 9 to 10 hour of music was off, as indi- cated previously-, and as indicated previ- ously it took the quiz show Take It or Leave It, which has moved from CBS to NBC, to do a better job for its broadcast period than the 1946 program which held down the slot. With the start of the broadcast season the relative standing of stations in many cities has resumed a near-normal status. WLW, NBC outlet in Cincinnati, one of the nation's most promotion-minded out- lets, has returned to first place in the Queen City. In many cases the baseball- programed stations haven't slipped back to where they were before the summer. That's because with night baseball and the increased nationwide interest in the game more people heard the broadcasts and at the same time sampled inde- pendent station programing than ever before in the histor>' of broadcasting. How much promotion meant to Bing Crosb)' was seen as he started off this season (there was about half as much push on the program in 1947 as in 1946). Instead of the 24 with which Bing bowed onto the ABC web in 1946, he bowed in with a 15.5 this season. Although in '46 Bing really sounded (due to faulty disk- ing) like the Groaner which he has in the past titled himself, and in 1947 he really sounds like the personality boy, this didn't save him, on his initial airing at least, from a rating 8.4 Hooper points lower than last year. Henry Morgan, who follows Crosby slipped 2.4, from ll.l to 8.7. Drew Pearson's (Lee Hats) shift to 6 p.m. from last season's 7 p.m. is paying off. On October 6, 1946, he rated 5.3. This >ear, on October 5, he rated 9. A number of programs stayed on all through the summer and should have shown up better than they had in the past against competition. Some, like Sam Spade, did show the results of the 52-week habit of listening. Spade had a 6.4 on October 6, 1946, and a 10.8 on October 5, 1947. On the other hand Dr. Christian, which also stayed on right through the year, only rated a 9.3 on October 1 while on October 2 last > ear the program reached 1 1.5. There are a num- ber of reasons for this, aside from fewer sets in use. The Fishing and Hunting Club with an average of 1.9 was no com- petition to the Jean Hersholt program. On the other hand. Vox Pop, which has replaced the Fishing Club on ABC, is strong competition and it reaches the same type of listener that Christian appeals to. The Vox Pop opening rating was 5.9, four points more than the Club pulled last \ear. Gildersleeve on NBC 64 SPONSOR •••*•••• A STAR MARKET 0/ the SOUTH * The People Combined: 1,000,000 Urban only: 131,000 Johnson City. .34,000 Kingsport 33,000 Bristol 30,000 Elizdbethton. . .20,000 Greeneville. . . 8,000 Erwin 6,000 * Radio Homes WJHL is the only full time regional station serving this area. Thirty-two BMB counties with 85,020 BMB radio homes. WJhIL is the "most listened to" in ten of its 32 BMB counties. * Buying Power Highest income bracket group in South. Richest and most thickly settled rural communities in South. * Industry Plastics Textiles Bookbinding hiardwood flooring Hosiery Rayon Silkmills Furniture Foundries And many others * Agriculture Tobacco: 100,000,000 pounds sold annually Beans: World's largest market Dairy Poultry Livestock * Tourists Heart of TVA recreation area. Gateway to Great Smoky Mountains. John E. Pearson Co. — Reps. 910Kc WJHL 5000 Watts Johnson City, Tennessee ABC Full Time ******** which competes with Dr. Christian also is holding its audience, 14.7 in 1946, 14.7 in 1947, in the first week in October. Quiet Please, the MBS sustaining program which is in the 8:30-9:30 p.m. est time period along with the other programs checked in this paragraph doubled the audience that It's Up to Youth, Seventeen Magazine's program, garnered in that slot last year (3.8 vs 1.8). Even the tougher competition doesn't explain the Dr. Chri.stian drop. However, it is pointed out also that the program that precedes it this year is the low-rating American Melody Hour which in the period studied delivered only a 6.2. Last year Campbell Soup's Jack Carson had his initial fall 1946 airing on the com- parable date, nevertheless he rated 7.8 and delivered that audience to Dr. Christian. Keeping a program on all year is audience listening-habit insurance but it's also important that the program that precedes it deliver a good audience. Com- petition also counts, of course. Most programs that ran through the summer were low-cost programs and are expected to suffer as a new season starts and some listeners stray to sample new wares. None of the top-ranking pro- grams stayed on through the humid months to test whether or not such a con- tinuity of broadcasting would pay fall dividends. Eddie Cantor has promised next season to work right through the year for Pabst Blue Ribbon Beer. How- ever, Cantor's opening season publicity is always suspect. For the past four years, for instance, including this fall, he has an- nounced that he would have his cast memorize their lines and work in full cos- tume in preparation for the coming of video. To date he continues to work from a script as do all his cast. September and October have had real summer weather all over the U. S. and Canada. It might have been expected that program ratings as the shows came back to the air would have suffered a great deal more than they have. It takes a Jolson, however, to change a trend — to send ratings bouncing. It takes mood programing, block sequences, to catch over 20 per cent of the radio re- ceivers of the nation — a sequence like NBC's Tuesday night comedy round-up. Ra rings 9.4 10.7 19.8 23.0 23.0 19.2 And these are not midseason ratings but October 7 when heat waves were sweeping the nation. lii^1*-V~l.'^.' Uie/ie'6. . . . Time Program 8-8:30 Milton Berle 8:30-9 Date with Judy 9-9:30 Amos 'n' Andy 9:30-10 Fibber McGee and Molly 10-10:30 Bob Hope 10:30-11 Red Skelton Industry Farming Wealth THE RICH DOWNSTATE ILLINOIS MARKET and onlt^ . . • WMIX "Southern Illinois' Most Powerful Radio Voice" SERVES THAT ENTIRE RICH AREA 940 kc, AM 94. I mc, FM No. 2 Radio Center, Mt. Vernon, III. Your John E. Pearson man will be slad to discuss availibilities and rates with yog. NOVEMBER 1947 ^. 65 No. 3 m a series. tough -minded examination tTE radio values siiows tiiat CBS is the most effective networic in America, today All the facts show that CBS delivers audiences at less cost than any other network. The tough-minded advertiser knows it isn't program effectiveness alone that makes the difference. It's also the fact that: CBS has the "best-balanced'' distribution of facilities in all networic radio CBS has the highest ratio of high-powered stations (5,000 watts or more) among all networks. CBS has the lowest ratio of low-powered stations (250 watts or less) among all networks. Combine the superb "balance^' of the powerful and mature CBS stations with the unquestioned power of CBS programming, and you see why: The second-best network is only 96% as effective as CBS — and the foitrth-hest network is only 66% as eflfective as CBS — in delivering actual audiences for each advertising dollar expended. The facts are summarized in a new study. To see this study... And to get the utmost in Radio values... SEE CBS... THE COMPLETE NETWORK JAY SUNDAY I MONDAY I TUiSDAT |Wfe»NtSPAY| THURSDAY [ FRIDAY I SATURDAY day "^''"'^Z'VkV^ IT -srj^ Nru ^diIl KxuolMf.1.., CuHilFaJi- C«TMib« 0»)N Oa>iK>d> hulK1>il«.u UI?-,M> ^_^^- P|JW).««MII Annoul UI P'fAKii (l[Z)C ,M»,.™. ■;,::,S;£ ,f -'^i;; P..I^WK,,.™n All Pr«)url. E,d«J.*A«« --r p..,.^;;— 1 S.„(.,.,-E«.r~ R»M.I,at Op,,* I':: ....... - 4 - 4:15 4:30 4.45 -5- 5:15 5 30 5:45 *S8#^ i..i«i-p*ji,. M.>u«F«J, S...1«,-P».JI.». ""Zm^ N.-. C*.p S...lm,-PWI^ *"7ik.'n "-;::•"* ;„.u,"(!l;!iln* *"zul^ iimr jauu^F4/«.l> Sln<.nrD>mtrnrw ^v^^^y Dh4»«* -5- 5:15 5:30 5:45 6 ft.kT..a •tr *;^^^;-;, l>KkT.t.| ^tT S..^I«>,.H.l..'. c^" ":;:;;■ s...i«„-pw'*. l>rt T..„ P...dr ^.itu^l-Phdlipi "^cU;,"" *p,;:;:" sJ^ri^'phj". „;■;;;;:: F.«J, H«r PnidtKlul lu. -li F»JTf...i„ fttul'.Doini-P. .,;;^.i„ L...>Br»- P.p«*r,U3)N {j«\ Mirm WudB.lun tz: P<»unl Hiiil'i Dti-Pi' Hr Wird BA.ni W«..D..n,-P^ IhuktrflKt (ante. 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FOR OVER-ALL PROMOTION ToEPENDENTSTATiONS 5000 WATTS OR OVER 1947 «« Another first for WNEW - top honors for Overall Promotion in Billboard's 1947 industry-wide competition! This promotion plan sells VC^EW programs and personalities to Greater New Yorkers as they ride trains, taxis, trolleys, ferry boats and busses; as they read their newspapers and magazines; as they go to the movies, open their mail or their laundry! i ■! That plan delivers two and a half billion listener- impressions a ytzT—but it isn't enough. Another first for WNEW is the use of the Douglas Leigh "Flying Spectacular," which adds the impact of 1 1,500 light bulbs. This 340-foot continuous sign flashes WNEW promotion in letters 27 feet high! Adding still another dimension to the advanced, award-winning WNEW promotional approach! Serving New York and New Jersey 24 Hours a Day ON YOUR DIAL Represented by John Blair & Co. NOVEMBER 1947 71 THE OHIO STORY liAJiitiniwd Jruui pa^ic !>7j Having found the three key figures necessary for the program writer, direc- tor, and narrator the agency next faced the problem of actors. There were no radio actors in Cleveland since no dra- matic programs had been aired in the city since John Royal had left WTAM years before to become program head of NBC. However, the Cleveland Playhouse and other little-theater groups were active in the city and although of course non- union an agreement was reached with AFRA that made a number of actors available. Auditions proved that there was plenty of radio talent among Cleve- land's semi-pros. The programs seldom die after one per- formance on the air. Schools play them back over their loud speaker systems. Station WBOE, the Board of Education station of Cleveland, uses selected Ohio Story programs for in-school training and fraternal orders frequently ask for special disks of Ohio stories that are close to th ir hearts. Not alone are the e.t.'s of the program used but printed scripts by the hundreds go out to school children who individually request copies because they enjoy them and because of their historical and educa- tional value. Thus not only do the broadcasts themselves have a direct im- pact but the scripts and educational re- playing of specific programs build added gcx)d-will for the sponsor. Aside from the parent company, AT&T, the only other telephone company on the air now is Michigan Bell. Michi- gan does its selling over a group of 16 intrastate broadcasters using transcrip- tions of an entertainment program called Number Please and featuring The Song Spinners and Eddie Dunn. The reason that not more AT&T subsidiaries are on the air throughout the U. S. at present is explained by the many rate cases which are before local public utility boards. Although there are a great many facts available indicating that NBC's Telephone Hour and the nationwide spot campaign helped to clear the wires during the war for military personnel and essential busi- ness, and that broadcasting being, like telephoning, oral in nature, can help keep up the peak in the long distance telephone load, there are still some utility commis- sioners who look upon broadcast advertis- ing during the extended period of a rate hearing as definitely being in questionable taste. These utility commissioners ques- tion any expense other than operating (Please turn to page 74) FREE 6- PETERS, Inc., National R»pr«»enl«tivtt lowan income rose 27% between '45 and 46, the Department of Commerce reports. ( Compared to a 9% increase for the rest of the U.S.A.) Iowa farm receipts alone rose 67% in the first six months of '47. But more than half of Iowa's fabulous income derives from industry, and Iowa industry is expanding steadily! These are just a few of the rea- sons why we keep suggesting you cash in on the rural and urban market out in Eastern Iowa . . . with VtMT . . . only CBS outlet in the area. As/i your Kalz representative. WMT 72 CtDAK KAMDS Th* Station Built By Loyal Litttnvr- ship . . . Now in it» 25th Y**r! BASK COLUMBIA NtTWOKK 5000 waUs 600 kilocycles Day & Ni(ht Member: Mid-Sl«le» Group SPONSOR I I You can reach more listeners on CFRB DOLLAR FOR DOLLAR than any other Toronto station! Here's what CFRB offers for each advertising dollar 2,795 potential radio homes after 7 p.m. 3,475 " " " between 6-7 p.m. 5,195 " " " at other times Yes, more listeners ... a larger audience; more prospects . . . a ready-made market! That's the value you get for your dollar on CFRB . . . full measure running over. Ask the advertisers already using CFRB . . . some of whom have been broadcasting over this station for years! They can tell you why they stay with CFRB . . . they can quote figures. But the basic fact behind the figures is this . . . you get your dollar's worth and more on CFRB . . . you get RESULTS! REPRESENTATIVES: UNITED STATES Adam J. Young Jr. Incorporated CANADA All-Canada Radio Facilities Limited TORONTO Looking forward to the next twenty years! SELL OUT OF CITY FOLKS IN THE SOUTH'S No. 1 STATE WITHIN OUR Primary+Area • WINSTON-SALEM • GREENSBORO • HIGH POINT 2.5 MV/M MEASURED SIGNAL 210,200 PERSONS $179,469,000 in Retail Sales $283,685,000 in Buying Income We Lead Day and Night in This Big Tri-City Market Write for our BMB DATA FOLDER (^ WINSTON-SALEM ^ THE JOURNAL-SENTINEL STATIONS THE OHIO STORY {CorUinnea from page 72) ones when a rate increase is asked. There have been a great number of rate cases during the past year. Increases amount- ing to $78,000,000 a year have been granted in 24 states. In 17 other states increases which ma>' amount to $93,000,- 000 a year are pending. The remaining states are expected to have some applica- tions filed within the next six months. Many men and women made their first toll calls during the war. It is a prob- lem to retain that load. The commercials in Th: Ohio Story do a clean cut job of selling the idea that only the telephone can bring distant people together. In a typical commercial a boy graduates from college. His parents are unable to be there. The first thing he does after re- ceiving his diploma is to call mom and dad and tell them he's graduated — cum laude. It's only a minute telephone call on the air but it sells the idea of how the phone can cut through uncertainty, fear, and worry. Each call simulated on a broadcast tells its own story on the value of long distance calls. Stations do an extra bit of promotion on the program because they're selling their own state when they sell The Ohio Story. Good evening time has been cleared by outlets due to some extra- energetic selling by the McCann-Erickson agency and because the program is the right kind of commercial public service. It also frequently collects extra promotion from the corporations whose Ohio roots it dramatizes. When it saluted the greeting card industry, hundreds of postcards went out to stationery stores telling of the broadcast. When a program was con- ceived around Jack Werst, the Dayton purchaser of the Vanderbilt diamond, every jeweler around Dayton received a circular from station WHIO. Ohio Bell itself takes big newspaper advertisements to tell local areas of shows that are of especial interest to them. For any sponsor the moral of The Ohio Story is simple- a program can sell the listeners of any state despite the fact that there's no trained talent in its originating city — that live piograming is a lost art in that city. It has proved, as far as it's possible to prove anjthing in 1 1 months, that great corporations can be humanized b> broadcasting. And McCann-Erickson through its selling The Ohio Story to Ohio Bell has proved once again that to an advertising agency a well-chosen broad- cast program is an ideal new business getter — it now represents Ohio Bell. 5,433,574 Pairs of Ears within reach of Philadel- phia's Pioneer Voice. WIP IT'S MUTUAL Represented nationally by EDWARD PETRY & CO. ACCOUNT EXECUTIVES The Pacific Coast's Greatest Half-Hour Radio Show Is Available It's the Joe Hernandez Show! Currently under Sponsorship in Los Angeles by Marshall & Clampett Plymouth & De Soto 1 . The Highest Hooper, six nights weekly, oi any like show in radio! 2. Biggest mail pullin history of local radio, 56,000 letters in five weeks! 3. More than 1,000,000 listeners nightly, of which 68 '/c are families, home- makers, etc. The entire Pacific Coast, with the exception of the Los Angeles market, is immediately available. THE JOE HERNANDEZ AGENCY 954 So. La Brea St. Los Angeles 36, Calif. 74 SPONSOR J BROADCAST MERCHANDISING (Continued from page 64) Gaines, manaoer of NBC's key station in New Yori<, broadcast a scries in Septem- ber on the housing problem as its mode of celebration for being on the air 25 years. The idea was to stress service in- stead of age and it won full columns in the metropolitan consumer press. N. B. The programs were good too. Bubble-biowins contest. WDRC wanted a contest show that youngsters would love and so came up with a bubble-blowing contest. It made a tremendous special event and is still the talk of Junior Hart- ford, Conn. Prizes were wrist watches, one for the champion boy blower and one for the girl. Sheet music a promotional item. It used to be that only big name signers and band leaders rated the covers of popular sheet music but disk jockeys get there now. The most recent to make the first music page was Jack the Bellboy at WJBK, Detroit. Naturally he's on the tune called It's Jack the Bellboy Time by Dardanelle and Peter Conn. Dardanelle introduced the song on the networks and everyone at WJBK has his fingers crossed hoping it's hit stuff. TV {Continued from page 36) The same week that information leaked out that NBC was planning to put com- mercial TV production in the hands of the agencies, while at the same time building program packages which it'd like to sell agencies and sponsors, Charles Moscovics, sales manager of WCBS-TV, took a sock at advertising agencies for lack of interest, poor production, and the hiring of "jerks" with motion picture backgrounds instead of TV know-how. The sock served to remind advertisers that the two major networks continue to have personalities who disagree. * • * Paul West, ANA president, who opened the first American Television Society luncheon on October 22, talked in gener- alities but he did remind the lunchers that TV has to pay its way at the cash registers in the current media battle in which all existing advertising facilities are improv- ing their productiveness— and also becom- ing more expensive. He also reminded the society members and guests that it had the problem— to sell the American way, free enterprise, so that radio, TV, and all advertising media would continue to be free to carry advertising. * * * While a number of advertising agencies have telecast programs which they offered NOVEMBER 1947 for sponsorship, it has taken Philip Klein of Philadelphia and Buchanan & Com- pany of Beverly Hills to present programs to sell themselves. The Philip Klein agency is selling through the device of introducing Philadelphia to Philadel- phians, over WFIL-TV. Buchanan, which has a stake in TV since it's Du- Mont's and Paramount's advertising agency, is using a video newsreel as its selling vehicle. Purpose? To show ad- vertisers, says Fred Jordan, agency vp, that a creditable program can be aired even on a limited budget. * * * RCA reduced the price of sets (a new line) about $50 each during October despite the fact that every set produced thus far has a buyer waiting for it. One of the reasons was the fact that as pro- duction speeds up cost per unit goes down and part of the saving can be passed on to the public. * • * Thirty-five thousand TV receivers went into the hands of the public in October and more than that came off the produc- tion line. The job of maintaining radio's economy while building television as an advertising medium gets tougher every day. Due li> union prablrnix. fr pensive equipment and a host of other produefion proljlems. When Billboard reviewed the Bonus Audience Rat- ings for the Top Ten Day- time Shows, CBS had five of them — including the first three. /n every one o/ these //ve, WTAG was fhe top audience delivering sfatjonl WTAG WORCESTER 580 KC 5000 Watts C* tM ^^'^^ ^- RAYMER CO. National Sales Represenlalives. Affiliated with the Worcester Telegram ^ Gazette. I f^^ > U'DSU broidcjsis 50()0 wain from ihc French Quarter to ihc Gulf and South Louijiana hstcncrs. From daily asswiation with time-honored Sew Orleaiii tinliiutioiii WDSU has developed a hi(;h quality of integrity. WDSU devotes prognim lime regularly and exclusively to the St. Louis Cathedral, the International House, Moisant Inter- national Airport, Tulanc University, Union Station, the Municipal Auditorium, nphonies and Operas. VX'DSU's dominate Hoop- crating proves that hon- oring local institutions creates high listener loyalty. WDSU NEW ORLEANS 1280 kc John Blair & Company, Representative ABC Affiliate sooo Wo lit Atlantic City^s Ifotrl oj Distinction The Ideal Hotel for Rest and Relaxation. Beautiful Rooms. Salt Water Baths. Glass in- closed Sun Porches. Open Sun Decks atop. Delightful Cuisine. Garage on premises. Open All Year. Ursta (,rill iinil C.ocktuil l.oiiiiflr Favorite liendezwus of the Elite Exclusive Pennsylvania Avenue and Boardwalk [To West 52ndJ (Continued from page 6) AGAIN "COMPARAGRAPH What I like best about your COM- PARAGRAPH arc the inclusions of the Pacific Coast schedule of either rej^ional profjrams or repeats, to show whether a projjram can or does go straight through. Too bad you haven't space to go one step further, to show the way such prO' grams as Bing Crosby, or some of the kid shows, are regionalized. Frank Silvernail Charge of Radio Commercials BBD&O, New York It is difficult for me to criticize the comparative program pocket piece which I shall always be glad to receive. If I have any criticisms, they would be from the subject of readability. I think that if it were black and white instead of color and if your letters were slightly larger, it would be -at least for people whose eyes are getting old like my own — easier to read. Instead of criticisms, you actually have congratulations forthcoming to you. Carlos Franco Young & Rubicam, Inc., N. Y. The COMPARAGRAPH in the Oc- tober SPONSOR is one of the finest things that I have seen in a long while. If they are available, please send us a half-dozen copies of this in order that they may be distributed to our salesmen and program people. If there are any charges for the reprints, please bill us for them. J. C. Kellam General Manager KTBC, Ai(s/in, Texas As you know, virtually every network, at least at one time or another, has tried its hand at a four-network chart. Our last one, I seem to recall, ran in three colors and folded out to about double the size of a standard road map! I'd like to tell you, as one who has been through the mill, I think your COM- PARAGRAPH is one of the most com- pact, convenient and all 'round useful jobs of its kind that I've ever carried around in my pocket. Robert A. Schmid VP, Station Relations MBS, New York READER SERVICE I wish to thank you for your kind co- operation in giving me the background on a statement in your article entitled, Millions Spent in Agency Fact'Finding. I would like to take you up on your generous offer to send me the research figures which support this statement. It is understood, of course, that the figures will be presented by you in such a way as not to reveal any information which you feel is confidential in nature. Sykes Scher.man Compton Advertising, Inc., N. Y. WWDC BLOCK PROGRAMED We looked in vain for a mention of WWDC in your very excellent and com- prehensive article on block programing. We failed to find any mention of our very famous All Sports Parade which runs six days a week from 1 to 5 p.m., and which for a period of years has consist- ently ranked second or third in this mar- ket. It is retaining this leadership today even though we have 13 AM stations operating in this area. Nor did we see our famous 1450 Club mentioned, which for two hours each night gives many of the network programs SPEARHEADING THE PROGRESS RADIO'S BEST BUY IN THE NATION'S CAPITAL eVEHCTT L.DIUMHO S£M. mOH. i3i9-F-STnecT, nm 76 SPONSOR a run for their money. A survey made by one of our competitors lists the 1450 Club as the number one program in this city in popularity, ranking higher than any individual network show. Nor, for that matter, did we see any- thing about Tune Inn, our two-hour disk jockey program from 10 a.m. to 12 noon. Although recently established, it is fast developing enviable ratings. Nor did we see any mention of our horizontal and vertical block programing of sports events. In the summer it is the Washington Senators baseball games; in the fall, the University of Maryland foot- ball games; in the winter, nightly play-by- play broadcasts of hockey and basketball from Uline Arena at 10 p.m. We failed to see any reference to our solid block of juvenile programs on Satur- day morning from 9 a.m. until noon. But then, of course, we could not ex- pect one article to cover block programing of every individual station in the country. We think you did a swell job for the in- dustry, particularly the independents, in pointing out the value of this type of pro- graming to the sponsor. We have known the importance of block programing for a long while, but strangely enough, the national advertiser has only recognized its importance somewhat belatedly. Ben Strouse General Manager WWDC, Washington, D. C. WMCA IS PEEVED Your October issue purports to review the question of block programing in American radio. Four New York inde- pendents are cited as examples. Your reporters evidently were blinded by the spectacular success of the most block pro- gramed of them all — New York's WMCA. For several years, WMCA's policy of block programing for individual audiences has paid off — but well. Mr. and Mrs. Music (Bea Wain and Andre Baruch) on the air three and a half hours daily across the board have increased ratings for those hours 89 per cent. The new Tommy Dorsey Show, 1 2 hours weekly across the board, teed off last month; the show was more than 80 per cent sold before broad- cast time. At least two more top-named personalities will fill in additional strips across the board. Block programing of afternoon strips with children's shows, sans blood and thunder, have similarly made a dent in the New York audience. Ask the hundreds of schools, dozens of libraries and, again, the Ohio State Committee how they recommend these features. Pace-setting WMCA is peeved ! Howard Klarman Sales Promotion Manager WMCA, N. Y. On page 45 of the October issue of SPONSOR there is a Monthly Tabulation of Advertising by Categories, in which the programs sponsored by various manufac- turers are listed. A brief check disclosed a few sins of omission, which we are sure you will want to correct. These are as follows : The Andrew Jergens Company of Cin- cinnati sponsors Walter Wincheil on Don Lee also, Sunday night 8:30 8:45 p.m. (PST) on 43 stations. The Kreml Hair Tonic company, R. B. Semler, Inc., sponsors Billy Rose — Pitch- ing Horseshoes on the Mutual network; and Monday through Friday on the Don Lee Broadcasting System, 8:55-9:00 p.m. (PST) on 45 stations. The Wildroot Co., Inc., sponsors What's the Name of That Song? on Don Lee Wednesday, 8:00-8:30 p.m. (PST) on 48 stations. Robert H. Stock Publicity KHJ~Don Lee, Hollywood, CalU. Kansas farmers have harvested the largest, most valuable wheat crop in all history. Equalling the astronomical amount received for it will be the value of their 1947 livestock. Add to this more millions from the sale of corn, oats, soy beans, etc. Once again, they're the First Families of Agriculture. But wealth hasn't changed their careful buying habits. They're still guided largely by the friendly recommendations of WIBW— the station they've always preferred— always depended upon. That's why WIBW is a more-important- than-ever sales influence in Kansas and adjoining states. Serving th» ' , First Families of Agriculture Rep.: CAPPER PUBLICATIONS, Inc. ^P» ''^W "» 1% :i BEN lUOY G«n. Mgr. WIBW-KCKN NOVEMBER 1947 77 Sl'fPNSOIt SPEAKS Once a year Thirteen issues ago, in our first issue, we stated what sponsor stands for. We wanted to set down our credo in words everybody would understand. What we wrote then we repeat now: "The job, as we see it, boils down to this: to give the sponsor what he needs to understand end effectively use broadcast advertising in all its forms — "tu sort out the Jour broadcast advertising mediums AM, FM, TV, FAX in their present'day perspective "to make every line oj editorial content vital and vivid to the sponsor - ' ' to look at broadcast issues fairly, firmly, and constructively "to promote good broadcast advertising — advertising that is good for the sponsor and good for the listener." Again, again and again . . . With the formation of the National Association of Radio Station Representa- tives it had been hoped that emphasis would have been placed upon promotion of spot broadcast advertising. Unfortu- nately intramural issues have beclouded the promotional objectives and to a degree caused friction within the member- ship of the new group. No doubt the intramural problems are important but they can't be so important to the sponsor or the broadcast industry as the promotion of radio at its source, spot broadcasting. Individually, station representatives have made major contri- butions to development of radio as a broadcast medium. Blair, with his long- term advertising on spot; Petry with a code of practice which he has persuaded most of his stations to accept, and his Politz survey on the effectiveness of spot broadcasting (second edition out this month >; and Katz with his continuing re- search studies, especially diaries — these are just three who have gone beyond the call of duty and plowed back some of the profits of their operations into selling broadcasting to sponsors. That it hasn't been enough, even the hardest workers in the field are prone to admit. No representative can do the job alone. It needs an industry-wide associa- tion or a sfXJt broadcasting group. The industry-wide association (NAB) has been concerned with problems rather than promotion. Therefore with the formation of the station representatives association sponsor for the first time felt that the driving force that was necessary had been found. It still feels that this is so. The association comes into being at an appropriate moment. All other media are increasing their battle for a larger share of the advertising dollar. If radio doesn't fight on an industry basis instead of as a loosely bound group of individual- ists, sponsors are going to believe the competitive story — the story that black and white and outdoor advertising pro- mote. Broadcast advertising pays! Proper promotion will prove it. Applause 3 The "Independents'" Code The NAB committee of independent stations met October 23 in Washington to suggest amendments to the proposed Standards of Practice. They proved to everyone interested in broadcast advertising that they weren't out to open the flood gates to bad commercial practices. They emphasized what had to be stressed, that all broadcasting is divided into three parts — networks, network affiliates, and independent stations. They stated that most commercial limitations in the code were good. They suggested reductions in commercial time in two time brackets and an increase in only one. They asked that service commercials (time, weather, etc.) not be considered as part of commercial time and agreed that these service spots be kept to a maximum of two an hour. They asked that a program be defined as "from sign-on to sign-off." This would mean that the average quarter hour period would actualK' run 14 minutes. On network affiliates it runs 14:20. They asked that dramatizations of controversial issues not be prohibited but instead be plainly labeled. As indicated, the committee headed by Ted Cott did a fine job — a realistic job. Every one of the 1 2 man i;roup had one objective, to suggest changes which would make it possible for independent stations to abide by the code. As though to emphasize this, the committee made a special request that no code become NAB standard until the stations of the nation had 60 days to study it. We need a Standard of Practice realistically geared to public interest. The suggested formula with modifications as submitted by the independent stations can be that code. Promotion and Publicity U.P.'s In the NAB EVALUATION issue (September) sponsors stated that radio publicity and promotion couldn't expect to have stature until the networks recognized the importance of these fields by heading them with vp's. Within 60 days after publication of that issue the two major networks acknowl- edged how vital promotion, advertising and publicity is in these changing days by appointing vp's for these de- partments. CBS, for years noted as the most promotional minded of the chains, has brought back to its fold Victor Ratncr. the man who handled promotion and advertising for Columbia during its greatest days. He is now vice president in charge of adver- tising and promotion. NBC appointed Sidney Eiges, its publicity head who has risen through the ranks to top management, a vice president. At the same time Charles Hammond, formerly director of advertising and promotion who had previously been ap- pointed assistant to the General Manager, Frank Mullen, also was made a vp. When publicity and promotion achieves policy-making level at the networks— nothing but good can come of it. 78 SPONSOR Thank you. Gentlemen, For Those Kind Words.,. We refer, of course, to the words of the distinguished panel of advertisers and agency men who served as the judges for The Billboard's 10th Annual Radio Promotion Competition. We are proud and honored to have had our entry voted FIRST in the Over-all Promotion Division and THIRD in the Public Service Promotion Division among ell clear channel network affiliates. Our thanks, too, to The Billboard for sponsoring this annual competition, and to the staff for their monumental task in pre- paring the excellent report on this year's entries. WE I QUOTE... "WLW has long been recognized as one of the ablest operators in the many-angled field of promotion. The station's entry in this year's The Billboard's over-all competition bears this out. More than that, the entry, a compendium of informa- tion, shapes up as a veritable bibie of promotional procedure. Scarcely a facet is untouched and all of the expository material shows an adult approach. "The accent is not on the 'gimmick'; neither is it on the flashy or cute type of promotion which reads well but proves nonproductive. Rather, the WLW conception of promotion is all-embracing and involves the highest levels of activity in merchan- dising, audience building, and test planning. Unlike the promotional operation cf most stations, that of WLV/ has an architectural quality. It has structure and it is many-di- mensioned. It succeeds in selling the station's programs to listeners, the virtues of WLW to time buyers, and thru special services it helps the merchant with his problems." WLW THE NATIONS MOST MERCHANDISE ABLt STATION CROSLEY BROADCASTING CORPORATION LET'S TALK TlTlMC^jr^ BASK ABC Network CLEVELAND 850 KC 5000 Watts \ REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY GENERAL LIBRARY 80 HOr^EFEUER PLAZA, NEW YORK, N.Y DECEMBER 1947 50c • $5.00 per year Why sponsors change agencies Difference between Nielsen ai^ TV costs • Coffee on the ai> ooper ratings • ^pot Trends Look Ijeliind tlie j-cnrrying crowd>. the ^^vift elevators, the hrick. glass and concrete of any giant office huilding. There yon find steel girders, bonded together in an intricate pattern of strength. This is the framework . . . the skeleton that lets the bnilding rise to incredible heights and stand for long years — dependably. No less dej)eiidable is the framework of the seven F\»rt Industry stations. Known by 20,000,000 people in seven leading markets, thcv are bonded bv coimuoii standard: — (tf iinconnnon quality — that let them render the be^t in broadcasting service. Backed by the Fort Indu>try (.ompany's 20 years of growing with radio, these sta- tions—from Michigan to Florida — have gained their enviable reputations only through self-imposed standards of service. They have maintained these standards always with a dependability that wiii> the respect of listener and advertiser alike. THE FORT INDUSTRY COMPANY Mi SI»D. Toledo. O. • \\ WVA. Wh««linp. ^:\i.. • W MM\. Fairmonl. Vtl Va. WI.OK.I.iiiiii.O. • W JHK.n.lroit.Mirh. • W \<;\. \llaiil;i.(;a. • \^(.HS. "Miami. Ha. "ion can hank on a Fort Industry Stalion" \ m t^^S^i^OBBim i. SPONSOR RE^ S... SPONSOR REPORTS.. DECEMBER 1947 DENTYNE FIRST MULTIPLE PRODUCT SELLING PER-STATION NON-NETWORK RRVRMTIR American Chicle's market saturation with jingles pays off, according to November New York Pulse survey. Chicle's Dentyne was credited with being air-advertised gum best remembered. Chiclets (also Chicle's) came in second. More than 25 per cent of audience sur- veyed recalled Dentyne. American Chicle spends more on spot than any other gum advertiser. -SR- How to get most out of air commercials is problem facing network advertisers who in past used multiple programs and now expect to sell multiple products via single big audience shows. Standard Brands, dropping Fred Allen at end of month, will sell many items with Charlie McCarthy. -SR- NAB study of non-network revenue for the 1,400 AM stations operating during 1947 indicates calendar year gross will approach $275,000,000 as aeainst $241,000,000 reported by FCC for 1946 's 953 stations. kB analysis reveals drop in per-station revenue. However, ige drop is lessened by fact that a number of the 1,400 sta- jre not on air whole of 1947. -SR- )nsors were signed for 13 weeks by Milwaukee's WTMJ-TV before s first telecast. Bulova, Gettelman Brewing, Socony- Vacuum, 'ma-Stone, Gimbel Brothers, Boston Store, Ed Schuster, and lills started, with the station, December 3. -SR- mt stores in $5-10,000,000 and $2-5,000,000 sales classifi- increased their radio expenditures slightly in 1946 over ?10,000,000-and-over group kept broadcasting budgets static. )r budgets in $5-10,000,000 group were off, increased in ),000 class. Figures just released by National Retail Dry ssociation, -SR- HISTMAS GIFT ORDER FORM -phla's WCAU is first station to record all broadcasts for ALL PROGRAMS FM'S UNATTENDED SALESMEN icxciciioe. Advertisers will be able to check programs for two years from broadcast. Quality will not be good enough for rebroadcast but adequate for reference. -SR- Latest technique used by FM broadcasting stations to sell medium is placing of receiving sets in locations where natural and man-made static is high and interference with AM reception greatest. Signs are spotted before receivers calling attention to clarity of pro- gram, etc. Typically, Cincinnati's WCTS installed sets in two street cars and two buses. Another station placed sets in printing SPONSOR, Vol. 2, No. 2, December 1947. Published monthly by Sponsor Publications Inc. Publication offices: 5800 N. Mervine St., Philadelphia 41, Pa. Advertising, Editorial and Circulation officss. 40 W. 52 St., New York, N. Y. Subscription $5.00 a year in U. S., $5.50 elsewhere. Applica- tion is pending acceptance under act of June 5, 1934 DECEMBER 1947 Look behind the scurrying crowds, the swift elevators, the brick, ghiss and concrete of any giant oflice Itiiilding. There you find steel girders, bonded together in an intricate pattern of strengtli. This is the framework . . . the skeleton that lets the building rise to incredible heights and stand for long years — dependably. No lesf. dependable is the framework of the seven Fort Industry stations. Known by 20,000. ()()() people in seven leading markets, they are bonded by < uncommon (piality - the best in broadcast Backed by the Ft 20 years of growing tions — from Michi: gained their envia SPECIAL CHRISTMAS RATES One Sub. . $5.00 ea. 5-14 Subs., $4.00 < 2-4 Subs., $4.50 ea. 15-24 Subs., $3.50 e 25 Subscriptions and mora, $3.00 f». through self- They have maintained these standards always with a dependability that wins the respect of listener and advertiser alike. "l«i/ can blink on a Fort Industry Stiiiion" THE FORT INDUSTRY COMPANY \^SIM). Tolr.lo. (). • W W\ A.\\h..liiig. W;>;i. • WMMN. Fairmont. \^;Va. W l.OK.I.ima.O. . W jnK.D.In.il.Mioh. • W \(. A. Allaiila.(.a. • W (, MS. Miami. Fl.n. r. SPONSOR REl S... SPONSOR REPORTS.. DECEMBER 1947 DENTYNE FIRST MULTIPLE PRODUCT SELLING PER-STATION NON-NETWORK REVENUE DOWN WTMJ-TV COMMERCIAL FROM FIRST TELECAST DEPARTMENT STORES INCREASED RADIO BUDGETS SLIGHTLY WCAU RECORDS ALL PROGRAMS FM'S UNATTENDED SALESMEN American Chicle's market saturation with jingles pays off, according to November New York Pulse survey. Chicle's Dentyne was credited with being air-advertised gum best remembered. Chiclets (also Chicle's) came in second. More than 25 per cent of audience sur- veyed recalled Dentyne. American Chicle spends more on spot than any other gum advertiser. -SR- How to get most out of air commercials is problem facing network advertisers who in past used multiple programs and now expect to sell multiple products via single big audience shows. Standard Brands, dropping Fred Allen at end of month, will sell many items with Charlie McCarthy. -SR- NAB study of non-network revenue for the 1,400 AM stations operating during 1947 indicates calendar year gross will approach $275,000,000 as against $241,000,000 reported by FCC for 1946 's 953 stations. Thus, NAB analysis reveals drop in per-station revenue. However, percentage drop is lessened by fact that a number of the 1,400 sta- tions were not on air whole of 1947. -SR- Nine sponsors were signed for 13 weeks by Milwaukee's WTMJ-TV before station's first telecast. Bulova, Gettelman Brewing, Socony-Vacuum, RCA, Perma-Stone, Gimbel Brothers, Boston Store, Ed Schuster, and Botany Mills started, with the station, December 3. -SR- Department stores in $5-10.000,000 and $2-5,000,000 sales classifi- cations increased their radio expenditures slightly in 1946 over 1945. $10,000,000-and-over group kept broadcasting budgets static. Newspaper budgets in $5-10,000,000 group were off, increased in $2-5,000,000 class. Figures just released by National Retail Dry Goods Association. -SR- Philadelphia's WCAU is first station to record all broadcasts for reference. Advertisers will be able to check programs for two years from broadcast. Quality will not be good enough for rebroadcast but adequate for reference. -SR- Latest technique used by FM broadcasting stations to sell medium is placing of receiving sets in locations where natural and man-made static is high and interference with AM reception greatest. Signs are spotted before receivers calling attention to clarity of pro- gram, etc. Typically, Cincinnati's WCTS installed sets in two street cars and two buses. Another station placed sets in printing SPONSOR, Vol. 2, No. 2, December 1947. Published monthly by Sponsor Publications Inc. Publication offices: 5800 N. Mervine St., Philadelphia 41, Pa. Advertising, Editorial and Circulation offices, 40 W. 52 St., New York, N. Y. Subscription $5.00 a year in U. S., $5.50 elsewhere. Applica- tion is pending acceptance under act of June 5, 1934 DECEMBER 1947 BLOCK- PROGRAM PROMOTION ROAD-SHOW BENEFITS EVERYBODY FTC INVESTI- GATING NET- WORK DISCOUNT STRUCTURES JUVENILES SECOND TO SPORT FANS AS plants, where static-producing presses make AM radio reception virtually impossible. -SR- NBC's "Parade of Stars" promotion for 1946-1947 is based upon block- programing technique with all stars on any one evening plugging evening and each other. First evening to be promoted is Wednesday, NBC's anti-Bingsday operation. -SR- Tom Breneman's "Breakfast in Hollywood" cross-country tour made $110,725 gross profit in seven cities. Profit was divided between Community Chest and Damon Runyon Memorial Fund. Actual road-showing of program cost Breneman sponsors (Procter & Gamble and Kellogg) nothing and brought them tremendous goodwill and increased audience. -SR- Discount structure of one network is being examined by Federal Trade Commission to discover if web's volume and frequency discounts are not actions in "restraint of trade." Implications are that same investigation will be extended to other chains if anything legally "actionable" is uncovered. -SR- Survey just made in New York, Chicago, and Detroit by ad-agency re- veals that next to sporting fans TV's greatest present audience are juveniles. New York had most kiddie viewers (32 per cent of TV TOP TV AUDIENCE homes during one week), second was Detroit (24 per cent), and Chicago third (18 per cent) AIR WILL BE CLEANER -SR- Double entendre on air will be noticeably less during 1947-1948. Network meetings with comedians and writers have brought agreement to avoid airing anything that gets church-goers' backs up. Pressure came from number of religious groups who noted increase of question- able cracks during 1946-1947. -SR- UP INS. AP WORKING ON TV FM SETS AND TUNERS IN LOW PRICE FIELD United Press, Associated Press, International News Service are all out after piece of TV pie. AP's newsreel has been seen on air num- ber of times. INS moving news-tape and service has recently gone into TV pictorial news field. UP, functioning through Acme News (its photographic affiliate), has released still pictures with TV script to telecasters. -SR- Price problem in FM radio receiver field, which has held back FM development, will be overcome within next six months by nine FM tuners and converters selling under $30 and table model FM receiver at $40. Pilotuner proved to manufacturers that public, will buy tuner or converter and race is on to fill demand. SPONSOR FREE & PETERS, INC. You have many times wished one Kansas City broadcaster could furnish you complete coverage of Kansas City's vast primary trade area. Your wish has come true! We at KMBC proudly announce that on December 7th KFRM— our 5,000 watt "First on Your Dial" (5 50 KC) service for rural Kansas —ofiScially goes on the air. Note from the map how the KMBC-KFRM half millivolt contours envelop western Mis- souri and practically all of Kansas. This cover- age was planned after a study by Dr. W. D. Bryant, Director of the Department of Re- search and Information of Kansas City. This study (a copy will be mailed you on request) proved that Kansas City's Primary Trade Ter- ritory is the area shown in the accompany- ing map. The KMBC-KFRM team is available to sponsors for early morning and noon farm service programs, also at certain other times. KFRM alone is available during its remaining hours on the air— at present daytime only. KFRM will be programmed from KMBC studios, from the KMBC Service Farms, and from the Kansas City Livestock Exchange Building and other KMBC program sources. "Nuflfsaid!" Yes, we chalk it up as another KMBC "First."— First to cover a great trade territory by placing a transmitting station (it's in cen- tral Kansas) a great distance from the trade center and cash in on this economical concen- trated trade area coverage. Ask Free & Peters. President KFRM • THE KANSAS FARM STATION IN THE NATION • PROGRAMMED BY KMBC FROM DECEMBER 1947 HEART OF THE KANSASCITY %. IW.'i tm^^ \^M SPONSOR REPORTS 1 40 WEST 52ND 4 MR. SPONSOR: J. WARD MAURER 6 NEW AND RENEW 9 P.S. 1 2 WHY SPONSORS CHANGE AGENCIES 15 TV COSTS 18 BANKERS' MYSTERY 20 COFFEE ON THE AIR 22 SPOT TRENDS 24 NIELSEN AND HOOPER RATINGS 28 CONTESTS AND OFFERS 32 MR. SPONSOR ASKS 34 HOME ECONOMICS SELLING 37 THE INTERIM CODE 38 INDUSTRY CHART: COFFEE 41 SIGNED AND UNSIGNED 45 4-NETWORK COMPARAGRAPH 51 SPONSOR SPEAKS 62 APPLAUSE 162 Published -monthlv bv SPONSOR PUBLICATIONS INC. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New Yorkl9, N.Y. Telephone: Plaza 3-6216. Chicago Office: 410 N.Michigan, relepnone: Whitehall 3540. Publication Offices: 5S00 North Mervine Street, Philadelphia 41, Pa. Subscrip- tions: United States $5 a vear; Canada $5.50. Single copies 50c. Printed in U. S. A. Copyright 1947 SPONSOR PUBLICATIONS INC. President and Publisher: Norman R. Glenn. Secretary- Treasurer: Elaine C. Glenn. Editor: Joseph M. Koehler. Associate Editors: Frank Bannister, Charles Sinclair. .'\rt Director: Howard Wechslcr. .\dvertising Director: Lester J. Blumenthal. Advertising Department: Edwin D. Cooper, Chicago Manager: Ksv Brown. (Los .Xngeles) Duncan A.Scott A Co., 448 P. Hill St.; (San Francisco) Duncan A. Scott & Co.. Mills Bldg. (!^reulation Manager: Milton Kaye. ;iiVER;PICTLRE: The Fi,r es'Food store Quiz sells cof- fi-e'pp the' spot with priie.« and everything (see page 22) riiwii THE CONTINENTAL STORY In your April issue of sponsor, you gave an interesting story of our Grand Slam radio show. We would very much like to have a copy of this issue for each one of our bread bakeries in the Pacific Coast Region. S. E. Fletcher Regional sales manager Continental Baking Company Sacramento, Calif. HOODS AGENCY POINTS OUT— j We would like to point out to you an oversight on your part in the November issue of SPONSOR. In your list of milk i companies using radio programs, you did ! not indicate that H. P. Hood & Sons sponsor E. B. Rideout at 7:55 a.m., j Monday through Saturday, over WEE I, Boston, and have done so since 1938. You may be interested to know that I the September-October Pulse gives the 7:45-8:00 a.m. period a rating of 6.4. Our client is reaching, with their E. B. Rideout weather forecast, more than 100 per cent more listeners than any other program enjoys at that time. We would like to further call to your attention the fact that according to the September-October Pulse, this 6.4 rating is the top' rated program, network or local, from sign-on until 1 1 :00 a.m. We bring this to your attention because we believe it is a splendid illustration of sound thinking on the part of H. P. Hood j & Sons in using radio as a medium. It is ; also an excellent example of happy rela- tions between a sponsor and program over a period of nine years. Congratulations on a swell article on milk companies using radio as an adver- \ tising medium. j Jan Gilbert Timebnyer Harold Cabot & Co. /nc. Boston Five-minuU commercials are generally classified as , spots and all of H. P. Hood's radio adtiertising was \ in this cateqorv. MBS NOT TRAVELING ALONE By the time your November issue reached the desks of your subscribers, a few developments had occurred which put an "out'of'date" stamp on your news item titled MBS Research Travels Alone. That's the thing about this business — things keep happening in complete dis- regard of editorial deadlines. With the appointment of a special com- {Please turn to page 61) '"fCTOR Midwest's First Radio SPORTS AUTHORITY andKRNTHasHim! "Iron Man" Al Couppee knows the game — ALL games, because he's played them all. He quarterbacked Iowa Us famous Iron Men team of 1939 .. . recent Washington Redskin stalwart, pro and amateur baseball, basketball, boxing, hockey. His athletic back- ground gave Al Couppee an immediate, tremendous radio audience. HARRY WISMER ol ABC says: "Al Couppee, one of America's great football players, cer- tainly should be one of America's best sports announcers." No play-by-plays available, but ask your Kafz man about another REAL BUY— Al Couppees Nightly 10:15-10:30 Sport scast! ! KRNT is available with WNAX and WMJ as! 1 the Mid-states Group. Represented by The ' Kal2 Agenc). OTTTil, DES MOINES ItHE RECISia AND TIIIUNE STATION SPONSOR Ask your national representative You're on the verge of a decision, and a problem. What trade papers to pick for your 1948 station promotion? It's no problem to kiss off, for your choice can have a telling effect on your national spot income next year. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which trade papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. For Buyers of Broadcast Advertising DECEMBER 1947 Remember the story about . . . r Kitty Hawk? W.--, b^=5*^ ■•//f^-!^ ^ ^ \ The Spirit of St. Louis i -.^xi^?; 0M' And now these big babies? It's not too far a cry to com- pare the growth of WWDC with the increasing loads planes carry. Both started small. Grew bigger . . . and bigger. Today WWDC and WWDC-FM ore giants in the influence they wield in this great Washington market. If it's sales power . . . and ability to lift your goods over great spaces . . . down here the way to do it is 1450 on the dial. Only one other station in Washington has more loyal listeners WWDC AM-FM-The D.C. Independent Mr. Sponsor: 1 •I. Waril Maiirer^ Director oF Advertising, Wildroot Co. ^T Tard Maurer is the home-town bo> who made good with the home- ^ ^ town firm, but there's nothing provincial about his thinking. Wildroot's ad budgets have soared from 1942's $208,000 to I947's big- time $2,500,000 under the guidance of this forceful, 37-year-old Buffalo ad man. His faith in Wildroot's advertising is great, and his faith in Wildroot's radio greater (air selling gets some 75 per cent of the budget) because, while all other hair tonic sales went up 85 per cent in 1942-47> Wildroot sales shot up 534 per cent. Maurer credits this to hard-hitting advertising and promotion; adds that four out of five new users today prefer the Wildroot type of slickum. Ward Maurer knows the hair tonic business from all angles. Since 1929, when he joined the firm, he's pounded roads with sales crews, met grass-roots retailers, staged product demonstrations, and worked in almost all Wildroot departments. In 1940 he became Advertising Manager- Except for a wartime hitch with Buffalo's Curtiss- Wright plant, he's worked fast and furiously ever since to sell Wildroot products to every potential user in America. Even Maurer's two little daughters (aged three and six) can sing the Wildroot product jingles by heart. Wildroot is not new to radio (they participated in NBC's National Home Hour as far back as 1929) but today Maurer and Wildroot mer- chandise three network shows to dealers- -5ii»i Spade on CBS, King Cole Trio Time, which had to have a guest star policy to get its spot, on NBC, and What's the Name of that Song? on Don Lee — plus spot campaigns on KBS and c.t. breaks in major markets. What's left of the budget goes into comics, comic books, car cards, 75 publications, and 57 metropxjlitan papers. But Maurer feels it's radio that reaches his market at lowest cost, • \\ ilh Kinii Ciilr sinr i>( his Salurdiiy \H<: srrifs. SPONSOR I INQUIRE NOW ABOUT OUR GUARANTEED 13-26-52 WEEK CONTRACT PLAN mroR BOSTON 16, MASS. FORJOE & CO. •NATIONAL REPRESENTATIVES DECEMBERi1947 ways to make a fortune! WRVA broadcasts its "Old Dominion Barn Dance" twice a day, Monday through Friday, and three more times on Saturday night. Which makes a total of 13 ways to make a fortune! That's because each of these 13 "Bam Dance" broadcasts offers an advertiser the chance to talk a huge audience into becoming his customers. Proof? WRVA's morning "Barn Dance" scores a thumping 5.8 Hooperating* — one of Richmond's three highest during the morning! The afternoon show stacks up a hearty average Hooper of 5.0*. And on Saturday night, the "Old Dominion Barn Dance" chalks up an average rating of 8.3 . . . the highest Hooper among all nighttime local originations broadcast by all Richmond stations throughout the entire week!* These ratings supply the reasons why 16 companies now are sponsoring the "Bam Dance" . . .Vhy you should become the 17th advertiser to hire Virginia's greatest selling force: Sunshine Sue, The Rangers, Tobacco Tags, Red Murphy, Puffenbarger Kids, and the Carter Sisters. This successful sales staff is on the air from 9 to 10 a.m. and again from 3:30 to 4:30 p.m., Monday through Friday. And on Saturday night — from 8:00 to 8:55. from 10:30 to 1 1 :00. from 1 1 :05 to midnight — they entertain and sell — a billion-dollar market with 395,780 radio families.! For details on how WRVA's "Barn" Dance" can make a fortune for you in one ( or more I of 13 ways, get in toucli with fjO-OOO-watt WRVA — or Radio Sales. • C. K. Hooprr. May.Srplrmbrr. 1147. Sincf lir rhanptr, thor proitranik have hhiflrd to nrw — h«llrr — lime prriod*. The ralf for the Saturday nirhl thow ii an avrrafcr for Ihc two Hooper- aled thowi. 4 30.)00'/i BMB Niihllime Area. Richmond and Sorjolk, Va. Represented by Radio Sales 5 SPONSOR new and renew Ne^AA ^ Coliimhia Records Coiifornial Shoe- Co Kdolhrew Brewery Inc Florida Citrus (iommission (iani'les-Lenger Wine Corp General Motors <.<>rp A. C. (iilbert C:o Ink<>)>rapli Co Isbrandtsen-Moller Co Lever Bros Co. L«.\vis-Houe Co Ford Mulliens Inc Oxidern Co Reliance Chemicals (Montreal) Trans-World Airways United Artists OmeHa Rub Cecil & Presbrey 50-75 Allenru Kcilfield-.lohnstcMie 10-20 Clothing NeB-Rogow 25 Little Liver I'ills Ted Bates lOO "Masterwork" McCann-Krickson 5-15 recordings Shoes CJuilford 10-25 Beer, Ale Roy S. Durstinc 20-50 Fruits Benton & Bowles 25-50 Wines Adair & Director 8-15 Buick cars Kudner 50-100 American Flyer Charles W. Iloyt 10-15 trains Pens L. E. McGivena 4 "26" Coffee Cowan & Denftler 10-20 Rinso Ruthrauff & Ryan 75-100 Silver Dust SSC&B 75-100 Turns Roche. Williams & Cleary 50-100 "4711" toiletries Kelly, Nason 14 Salve Kdward Hamburger 50-60 Anti-freeze Harold F. Stan field 25-50 Transportation BBD&O 10-15 Motion pictures Donahue & Coe \arious CAMPAIGN, start, durat'on F.t. spots, breaks; Nov-Dec; 8-1.? wks K.t. spots, breaks (expanding coverage in .South- central, Southwest); Dec I; 1.? wks Spot programs, e.t. spots and breaks (expanding cur- rent campaigns); .Nov-Dec; l.i-52 wks K.t. spots, breaks (expanding current nati campaigns); Nov-Dec; 52 wks 55-min classics programs; Nov-Dec-,lan ; 1.? wks Live, e.t. spots; Dec I; H wks E.t. anncmts; Nov-Dec; \S wks Canadian spots thru season; major nikts; about Dec 1 E.t. anncmts; Jan 1; 1<> wks E.t. anncmts; Nov 10; 1.? wks Christmas prom with e.t., live spots; Dec 15; 2-4 wks Test campaign with .?0-min local programs, participa- tions; Nov-Dec; Li wks E.t. anncmts; Dec 1: H wks E.t. spots, breaks; Dec-Jan; \}> wks E.t. spots, breaks; Dec-Jan; l.< wks E.t. spots, breaks; Dec 1; 13 wks Bouquet of Music, 15-min e.t.; Nov ">; \S wks E.t. anncmts in non-metropolitan mkts; Dec-Jan; 13 wks E.t. anncmts; Nov-Dec; 13 wks E.t. spots, breaks; Dec 1; 13 wks E.t. spots, breaks; Nov-Dec J^euA G>nd (le^e^A^ed att '^eleolUoH. SPONSOR AGENCY STATION PROGRAM, time, start, duration Let's Pop the Question; .Sun 8:.?0-9 pni; Oct 20; 2() wks (n) Weather spots; Nov 2; 13 wks (r) Weather spots; Nov 14; 13 wks (r) Weather spots; Oct 23; 13 wks (r) Weather spots; Oct; 13 wks (r) Weather spots; Fri nights; Oct 24; 13 wks (n) Spots in Doorway to Fame; Mon 7:30-8 pm; Oct 20; 13 wks (ii) Weat Spots; Sun aft; Sep 7; 13 wks (n) Spots; Wed 7:30 pm; Sep 17; 13 wks (n) Handy Man; Fri 8:30-8:45 pm; Oct 17; 13 wks (r) School of Sports; Fri 11-11:15 pm; .Sep l'»; 13 wks (n) Weather spots; Oct 12; 13 wks (r) Philadelphia— A Great City; Th 8:15-8:30 pm; Oct 30; 13 wks (n) Spots; five weekly; Oct 27; 13 wks (n) Spots before football games; Oct 12; season (n) Film spots; Th nights; Nov 6; 26 wks (n) Spots preceding basketball games; Nov 4; season (n) Spots; twice weekly; Sep 7; 13 wks (n) (;hampionship hockey games; Oct 19; 21 wks (n) Doorway to Fame, spots; Mon 8:45-10 pm; Nov 10; 4 wks (n) -Minute film spots preceding Dodger, Columbia football games; Oct 11 ; season (n) Spots preceding football games; Oct 17; sca.son (n) Television Matinee; MW 2-3 pm; Oct 13; 26 wks (n) Chicago Blackhawks Hockey Games; as scheduled; Nov 2; 1") wks (n) Spots in Birthday Party; Th 7:30-8 pm; Oct 16; 52 wks (n) Spots after sports events; Sun aft; .Sep 28; 10 wks (n) RCA-Victor Varieties; Tu 4-5 pm (films). Wed 4-5 pm (children's show), Th 4-5 pm (fiishion show). Fri 3:15-5 pm (football); Oct 28; 8 wks (n) Spots; twice weekly; Nov 2; 26 wks (n) Small Fry; Tu 7-7:.30 pm; Nov 4; 13 wks (n) Home .Service (Mub (Tex & Jinx); Fri 1-1 :,?0 pm; Nov 7; 13 wks (n) .Spots in .Swing into Sports; Mon 8:45-9 pm; Oct 6; 13 wks (n) Spots; Sun nights; Oct 26; 13 wks (n) »-^v. Battel's Inc (appliances) Botany Worsted Mills Brentwood .Sportswear Jay Bucknell Inc B\ D Corp C;hex Clandy (m Elizabeth Davidson DuMont Marine Service General Foods Sales Corp (Maxwell House Coffee div) George's Radio & Television Co Gimbel Bros (Phila.) Gunther Brewing Co JilTy Products Inc Philip Klein Advertising La Pointe Plascomold Corp Lcktrolite (;orp P. J. Nee Furniture C:o .Norge Dealers Onyx Novelty Co Pepsi-Cola Co (Evervess) Philadelphia Electric Cio Philco Distributors (Chi.) and Emergency Radio & .\ppliance C^o Purified Down Products Corp Direct Shade .Shop Southern Wholesalers and RCA-Victor Distributors Stoumen Rug Co Strauss Stores (autos) Sv\lf t & Co Transmirra Products Corp Wheeler Inc Edward .Shapiro WFIL-TV. Phila. Silberstein-Cioldsmith K TLA, L. A. WBKB, Chi. WPTZ, Phila. WNBT, N. Y. John F. Arndt WPTZ, Phila. Direct WABD, N. Y. (Jrey WFIL-TV, Phila. .Soils S. Cantor WPTZ. Phila. Soils S. Cantor WPTZ. Phila. Direct WABD. N. Y. Benton & Bowles WNBT, N. Y. Robert J. Enders WNBW, Wash. Direct WPTZ, Phila. Booth, Vickery & WNBW, Wash. .Schwinn Martin & Andrews WPTZ. Phila. Philip Klein WFIL-TV, Phila. Direct WABD, N. Y. WTTG. Wash. Donahue & Coe WABD, N. Y. WBKB. Chi. MacKenney & .Schontz WFIL-TV. Phila. Harwood Martin WNBW. Wash. WWJ-TV. Detr. Direct WABD. N. Y. Young & Rubicam WCBS- TV. N. Y. WFIL-TV. Phila. Direct WPTZ. Phila. Direct W BKB. Chi. Direct WABD. N. Y. James .S. Beat tie WNBW. Wash. Henry J. Kaufman WNBW. Wash. Ralph A. Hart WFIL-TV. Phila William Warren WABD. N. Y. McOann-Erickson WNBT. N. Y. WPTZ. Phila. WNBW. Wash. Direct WABD. N. Y. James .S. Beat lie WNBW, Wash. NeuA On Neiwo^Uu SPONSOR AGENCy NET STATIONS PROGRAM, time, rtart, duration Itrollu-rliiiiiti iif K;iilriiiul 'I'raiiiniL'ii Coiii-Cola Co hitl MilliiiU Co KiiisiT-Fra/.er Corp ludi-ii's Inc- IMIoi Kiidio Corp Si-iilli'sl liu- roiii Co \N liiu-liiill l*harniiu'iil Co \Nilli;nii voii Zehli- D'Arcy A. A. Crook Swancy, Drake ^ lU-iiii'iil J. M. Matins (Jruy McKee & Mhri^hi h'ooli', Cone & BcldiiiA l)anier-Kil/.(>i'rald-Sample MBS MBS Mils 400 I2S 42S CBS MBS (>7 26 NBC NBC ABC *92 143 17 Pai Dorolliy KuldlicinrK News Analysis; Sal .S:4.S-6 pn>; Nca IS; hi wks Morton Downey; l"l hS ll:l!>-ll:.<0 pm; Oct 2H: S2 wks Uueen for a Day; MWK 2:.«I-2.4.S pm; Sep 29; .S2 wks Newscopc; T'lliS 7:. w ks \ ilhme Store; I h '»:30-10 pm; Oct 16; 52 wks This Is Nora Drake; MTWTK 11-11:15 am; Oct 27; 52 wks Zeke Manners; M IWI !• 10:45-11 am; Jan 5; 52 wks 17 Ariz, and I'ac stations added. iFiflv-tito weekt QenrrtiHv mrans n 13-ireek coniracl with optinnM fnr .? ttiecfttivt 13-wefk renrtDah. fCt tnhjrrt to mnc^lbxtion nf thf end of finv 13-wrek n^rmti) /^enewali Oh. Meiwo^iLi SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration Amer Home Products Corp Campana .Sales Co Chesehrouilli Mfft Co ICU'Ctric .\uto-l.ite Co I, ever Bros Co P. I.orillard Co Pet Milk Sales Co IVxas Co Dancer- Fit zfterald- Sam pie Clements McCann-Krickson Ruihrauff & Ryan J. Walter Thompson I.ennen & Mitchell <;ardner Hiich;iiiaii CBS 117 NBC !•» CBS 156 CBS 1.58 CBS 151 CBS 145 CBS 133 ABC 264 Mr. Keen; Th S:30-8:55 pm; Oct 2).\ 52 wks .Solitair Time; Sun 11:45-12 am; Nov 2; 52 wks Dr. Christian; Wed X:.M)-«:55 pm; Oct 11: 52 wks Dick llavmes; Th 9-9:30 pm; Oct 9; 52 wks Lux Radio Theatre; Mon 9-10 pm ; Oct 6; 52 wks Old (,old Show; Wed 9-9:.<0 pm; Oct 11; 52 wks Mary Lee Taylor; Sat 10:.«1-I1 am; Oct 25; 52 wks Metrop*»litan Oper;i; Sat 2 pm t«» end; No\ 15; IS wks NeuA An & Rand (IntI Shoe Codlv), St. Louis Scot t Foresman & Co. Chi. Stewart Mf(i Co. Indianapolis rransconiinenial ill & Bavles, N. Y.. I . S. adv .New product to be announced RuthraufT it Ryan, N. Y. Lipton's .Spaftheiti .Sauce Ruthrauff & Ryan, N, Y. Pepsodent 'Tooth Powder Needham. Louis & Brorby. Chi. Publications <;rant. N. Y. .Maddin Kerosene Mantle Lamps William Hart -\dler. Chi. Disir, RC.\ TV, radio sets J. Waller Thompson. L. A., regional adv Salt Needham. Louis & Brorby. Chi. Bakery products Mct^ann-F.rickson. N. V.. IikuI Pac Cional adv . Radios Roche. W illiams & Cleary. Chi. Ranftes Stockton. West. Bur khan. Ciiici. .\luminum coffee makers % al Cole. L. A., nail adv Restokraf I mattresses Bass. Luckoff it Way burn. Detroit Jewelry, retail Bass-LuckofT. L. A. Trim I red Shoes Krupnick. St. Louis Books C. C. I'oUarty. Chi. Kitchen-.\ir X'entilatinfl Fan <>alliip. Indianapolis Air travel BBD&O. N. V. .Super-whipped marshmallow Baduer & Brownini>. Boston Dairy products Bass. l.iickofT & Way burn. Detr. Seeds, bulbs Coleman-Jones. L. .\. (;old Crest ( lalifornia Wine L. W . Roush. Louisville Blue Ribbon Potato Chips Peck. N. ^ . Beer Fil M. Hunter. Denver Broadcastintl Frank I.. Ulumberil. Balto. Peanut but ler Lawrence I. F\erlini>. Phila. Ihiniel F. Sullixan. Boston {Please tun^ to page •/5) KGO at 50,000 Watts Most Powerful Station On Pacific Coast! The new KGO transmitter, on the air Decem- ber 1, emits a signal of well over 100,000 watts in the San Francisco Bay area! Thus, it completely BLANKETS one of the nation's richest, most important markets. In addition, literally thousands of new radio families all over the West Coast can now tune in this great new station. Its signal extends all the way from the Columbia River to the Mexican border. Don't overlook KGO in YOUR spot sales plans for 1948! And don't delay — because time on the West Coast's most powerful station won't wait! CaU the ABC representative in your city — today. ABC SPOT SALES DIVISION American Broadcasting Company Chicago Civic Opera Bldg. 1440 Highland Ave. • San Francisco 155 Montgomery St. Detroit . . . Stroh Bldg. ■ DECEMBER 1947 11 MEATY FIGURES p.S. (See "After Midnight Audience," SPONSOR, May 1947.) Do they still listen after the witching hour? Are the adver- tisers still buying? What is Barbasol doing? on MEAT PRODUCTION in Big Aggie Land Meat islMONEY, today. And Figures here show how Folks in WNAX BMB Area latch onto this "meaty" money. First Figure, number of animals or birds in the WNAX BMB 109i or more area,- second figure, WNAX BMB percentage of total in 5-state area of Iowa, Minnesota, Nebraska, No. Da- kota, So. Dakota: CATTLE, 12,988,086 74% MILKCOWS, 3,032,878 71% SWINE, 9,422,873 68% POULTRY, 1 1 3,934,808 72% TURKEYS, 4,601,951 73% All figures based on U. S. Census of Agriculture 1945. Does not include WNAX BMB counties in Kansas, Wyoming, Montana and Canada. Surely, the WNAX BMB Area cuts a wide swath through the richest farm producing country in the world. That should be meat for thought if you are planning to do business in Big Aggie Land. Get the facts about a schedule of advertising on WNAX from your nearest Katz Man WNAX is available with K R N T and WMT as the Mid-Slates Group. Ask the Kali Agency lor rales. WIN! AX SIOUX CITY •YANKTON Barbasol's tests of the after-midnight audience coupled with sponsor's exclusive A. C. Nielsen report of sets in use from the witching hour on, have opened the eyes of advertisers to the selling impact of this marginal time period. Of the original Barbasol test group of 14 stations, four (WWL, New Orleans; WISH, Indianapolis; WHOT, South Bend; and WBBM, Chicago) sold their Barbasol'testcd shows as across-the-board packages, within five weeks of the shave cream's unexpected exit. Eight of the stations switched from single sponsor operation for the time period to a multiple sponsor ^participating) basis. Most of these report they are sold out and have a waiting list. On WNEW, New York, Barbasol's con- tract is about to run out but its after-midnight broadcasting will continue since it's one of the nation's most successful all-night operations. KMOX, St. Louis, has dropped its midnight program. In Boston, WEEI had a special survey made by Pulse, Inc., and dis- covered that many of their CAuh Midnight audience actually start their "daily" listening with the program. Seven out of 12 listeners to the WEEI program indicated that they tuned to the program after they had previously turned their receivers off. Barbasol, the test advertiser, is still off the air, except in New York. It will have no radio plans until spring of 1948 at the earliest. The com- pany's budget is going virtually 100 per cent to plug its Primrose House line in newspapers and on billboards. p.s. (See "Listerine Loves Company," SPONSOR, April 1947.) Why Lambert Pharmacal dropped spot broadcasting and returned to network radio. What's happened to "Quiz oF Two Cities"? National spot broadcasting is still one of broadcasting's most effective of all selling devices. The limitation of the vehicle that Lambert Phar- macal used (Quiz of Two Cities) forced this organization's withdrawal from spot, not spot itself. In the 28 markets where Quiz was used, it produced definite sales results. Unfortunately this program is not a practical vehicle with which to achieve complete national coverage, which is what Lambert wants. The fault of the program nationally lies in its basic premise. This premise is that coast to coast there are sufficient neighboring cities with long-standing rivalries, for series of broadcasts based upon contests between them to cover the nation. There just aren't enough such pairs of feudin' cities. For a product like Listerine Toothpaste, national cover- age is essential. Lambert found that out all too well when distributors and wholesalers started griping about lack of advertising in their territories. Lambert has returned to network broadcasting with the CBS- William Morris package featuring Abe Burrows and Margaret Whiting. It will use spot broadcasting to bolster CBS' network coverage where hypoed advertising impact is required. Quiz of Tuv Cities continues to do a top-drawer job for Gunther Brewing in Baltimore-Washington, where the sponsor states that it's a "strong personalized selling factor." It won new sponsors in St. Louis- suburb and San Francisco-Los Angeles within a month after the Lambert cancellation. A number of other stations are continuing to present the program on a sustaining basis feeling that it's bound to find a sponsor who needs intensified promotion in their areas. 12 SPONSOR t m Justin Taft, Jr., age 23, operates the family 400-acre farm near Rochester, lUmois. With [lis father's help, he raises corn and soybeans, 20 head of cattle, 100 hogs and 300 chickens. Two brothers attend the University of Illinois: William, 25, agricultural marketing, and Arnold, 18, pre-veterinary course. Justin plans to build up a registered herd, has consistently been among top winners at cattle shows through- out the Midwest. This year at the Illinois State Fair the Taft brothers took second place with a Hereford steer which had won in nine county fairs, took seventh place with a Shorthorn. Always active in agricultural activities, Justin is president of Sangamon County Rural Youth, chairman of the agriculture committee of the Springfield Junior Chamber of Commerce Arnold is sectional vice president of F. F. A., holds the American Farmer degree. WLS has long played an important part in the Taft family life and in their business of farming. They isten regularly to WLS Dinnerbell Time, daily markets — saw the WLS National Barn Dance at the State Fair this year. It is on such families as the Tafts that WLS microphones have been focused for almost 24 years. To these families on farms and in cities and towns of Midwest America, WLS has given the entertainment they wanted and the information they needed. Such service has made them loyal WLS listeners . . . and upon loyal listeners depend advertising results. The comfortable Taft farmstead, side Rochester, Illinois. Justin Toft, Jr., at 23, operates the 400- ocre family form. 890 kilocycles, 50,000 watts, American affiliate. Represented by John Blair and Company. Justin, It., and Arnold with Ibeir pnze winning steers at the Illinois State Fai AFFILIATED IN MANAGEMENT WITH THE ARIZONA NETWORK: KOY, PHOENIX . . . KTUC, TUCSON . . . KSUN, BISBEE-LOWELL-DOUGLAS DECEMBERI1947 13 ON TARGET Impact, skillfully delivered and advantage- ously followed up, draws million dollar gates. Weed and Company's sales impact on prospects fills clients' time schedules. WEED flPD comp«n Y RADIO STATION REPRESENTATIVES NEW YORK . BOSTON • CHICAGO • DETROIT • SAN FRANCISCO • ATLANTA • HOLLYWOOD 14 SPONSOR v \ u Only agency chief, Duane Jones, second From leFt, smiles as client group sit in judgment on their First TV program. It's that important to them * |H||MV|'I Ninety per cent of the sponsors who change agencies do so without real regard for what the new advertis- ing organizations can do. Millions in billing have changed hands without the knowledge of the advertising manager of the accounts that a change was even contemplated. These are just two outstanding facts revealed in a sponsor survey of more than 160 of the leading advertisers, a great majority of whom use broadcasting. Advertising is everybody's business. The president of a great manufacturing firm, who would never think of telling his produc- tion vp how to handle a manufacturing detail, will dictate adver- tising procedure at the drop of a hat. Yet it isn't the executive head of a firm who initiates most of the agency changes. It's often an important stockholder who isn't happy with a financial report who needles top management into making a switch. Sometimes the stockholder's dislike of current advertising is in- spired by his "friends" who are in the advertising agency business. DECEMBER 1947 Why Sponsors Oliange Igendes 15 The 72 Reasons Why Sponsors Change Agencies broadcast Program Failure Account Stockholder Executive Request Establishing Own Agency Account Soonsor c i ^ • • oponsor Famtly Organization Executive Executive Connections Politics Shifts Changes Direct Agency's Solicitation ?\^'-°" Bad Job Personality Clash Black-&-White Product Campaign Duplicatioi Failure in Agency One hundred twenty-two advertisers thai had switched asencies were queried about the change. Reports are tabulated above (Copyrisht 1947) Internal advertising agency personnel relations are seldom of the best. Agency turnover is higher than top management at networks. The number of executives who remain at an advertising agency long enough to "enjoy" the fruits of its pen- sion plans is microscopic. This is a fact at even the leading agencies and is most evident in the radio departments, where a lO-year man like Arthur Pryor, BBD&O, or John U. Reber, J. Walter Thompson, is a rarity. Since agency contact is through its executives, the fact that the tenure of account executives and departmental heads is insecure is responsible for a num- ber of account changes. It was logical when Bob Orr left Lcnncn and Mitchell that he would take with him the Jergens- Woodbury business he had been servicing for so many years. At L. & M., Orr was head man on the account, rode herd per- sonally on every radio detail, and took each suggested program under his arm to Cincinnati for the lotion organization's consideration. Radio programs, for the record, are the reason foi sponsors' chang- ing agencies far more often than cam- paigns in any other medium. That's because, as one top agency executive ex- plained, "there's no Hooper for other media." Personalities are a vital factor in any creative field. Advertising runs true to form and McCann-Erickson recently lost an account (it has added 65 in the past 10 years) simply because key men at the advertiser and agency rubbed each other the wrong way. The proof that the agency's job had nothing to do with the change in representation is the fact that the account is recommending McCann- Erickson to a competitor based upon the job that the agency had been doing. The giant agencies generally hold their accounts a long time. Seldom does a major account leave one of the top 10 agencies because of inadequate f)erform- ance. The agency would have to have done a bad job over a long, long period. In a number of cases merchandising and promotion men of big firms have felt year after year that their agencies weren't pro- ducing, but admitted that they were in no position to do anything about it. Agency moving decisions were made at a higher level. What took the full radio part of the Borden account away from Young and Rubicam was in part the fact that Kenyon and Eckhardt who had a small part of the business (Instant Coffee) were able to build Coinify Fair at Borden's lowest cost per listener to date. This happened at a time when Y&R was handling the Ginny Simms CBS airing at one of the highest costs per listener in Borden's air history. What followed at K&E, the building of a program called Arthur's Place to which practically no one listened, is history. The current Borden program (Mark Wamow) isn't high-powered enough for CBS and something will be done to give it the stature which 9-9:30 p.m. on a major network seems to call for. One top program doesn't always beget another. K&E still has to prove itself on an over-all basis to Borden's. Some big accounts are gypsies and like Ford Motors have wandered from agency to agency. The latest Ford move, which has it sponsoring, starting January 4, Fred Allen (under a Ford dealers mantle), with J. Walter Thompson handling the program after the radio part of the ac- count had moved from Thompson to Ken- yon & Eckhardt, justifies the fact that a number of agencies excused themselves when asked to bid on the Ford account last spring. These agencies explain that a big account is not profitable unless there is assurance that it will stay with the agency for two years or more. Ford has a big job to do, having definitely slipped in the past few years until the present con- sumer gag is "there's no Ford in my future." Ford needs an inspired adver- tising campaign and most agencies point out that an account is toughest to handle when it's under pressure. The Sunday afternoon Ford Theater is an ideal prestige vehicle, one that's expected to grow in public acceptance — if it's permitted to stay on the air long enough. However, with a high-pressure, fast-moving vehicle (Fred Allen) on the same network on the 16 SPONSOR When Robert Orr left Lennen and Mitchell to start his own ad-agency he took the Jergens-Woodbury account along with him BBD&O impresses prospective accounts with pictures of four of its radio clients in its i regular full-page Newsletter advertising r same night delivering audiences within the top five in radio, the industry wonders just how long Henry Ford III will be will- ing to carry the class presentation — ^how long the account will stay with Kenyon & Eckhardt. Practically every agency has a giant new'business presentation based upon one of the top jobs that the agency has done for a client, like BBD&O's 500 per cent increase for Wildroot. At some agencies, a new presentation is designed for every prospective client. The think' ing back of a custom-tailored pitch is that an individual slant is required to influence each prospect. In others the presentation is standard — selling the organization. A number of agencies feel happier when they don't win an account through a radio program. Broadcasting is right under the eyes of every client executive and each stockholder is able to hear how his advertising dollars are being spent. No program ever satisfied everyone. Some top shows rub big corporation backers the wrong way at the very moment that they are selling the greatest amount of prod' ucts per ad-dollar. Agencies stress, when they can, their organizations rather than a campaign. It's easy for competition to shoot at an individual campaign. It's harder by far to knock down an organization with a long history of advertising success than it {Please turn to page 47) I^ Jttb When Don Stauffer (left) and S. H. Bayles left Ruthrauff & Ryan for Sullivan, Stauffer, Colwell & Bayles, R&R business followed Other Agency biz did too Because in one season he landed all the Borden radio business and most of Ford's, Bill Lewis was rated top ad-man of 1 947 by agency men The worldwa s all awry when this ad was placed by Erwin, Wasey (Nov. 5, 1929), but it brought •w- them $6,000,000 in billing All right, Mister!- woze' that the headache's over LET'S GO TO WORK! n.o-i<^.««u B':: ERWIN, WASEY & COMPANY Advertising Graybar Bi;ii.i>ing. New York DECEMBER 1947 17 costs Time $$potN as loi%' as |»20 and the Theatre Guild's top-draiver dramatic series at .*i^7,000 are available no^^ _^_^tkL From January 1948 on, TV •Hljiw^^ will be weighed in the sales ^^^ balance by most advertising agencies and sponsors who use the medium. As a matter of record, in many cases it is being judged competitively now. This does not mean that adver- tisers are considering visual broadcasting solely on a cost-per-viewer basis. Tele- vision has other sales attributes besides the number of viewers. While the latter must be the keystone of video as an ad- vertising vehicle, agencies and sponsors do not discount the point-of-sale advan- tages that even the words "as][[seen on television" lend to a newly-introduced product, or a product requiring new sell- ing impetus. The Duane Jones purchase of 39 weeks of Missus Goes A'Shopping for three of its clients, Manhattan Soap, B. T. Babbitt, and C. F. Mueller, was not consummated on a test basis. The telecasts will have to deliver sales to justify the slightly under Time signals are attracting watch companies. John Ferguson started off the Theatre Guild's DuMont here scans a typical Longines spot Sunday night presentations of great dramas WK Ifl^^ m^^ ^rlir^ h^ i^li tdj ^v^^^^H^Pt^^L L ^ i9uS John Reed King takes "Missus Goes A-Shopping" and $1,000 per program which the sponsors are paying. This is true also of the fourth underwriter of the program, Co- bum Farm Products, which is represented by the Modem Merchandising Bureau (ad-agency). The less than $1,000 per telecast is lower than the average cost of a TV audi- ence participation program. On the basis of figures submitted by most stations on the air, presentations in this category average $1,450, and range from $1,100 to $2,000 per half-hour broadcast. The fact that Missus was purchased on a once-a- week basis for an entire year naturally made a maximum discount available to each of the four sponsors who present the 18 SPONSOR :HEESE 1 JAR FISH SOMBDA MILK«"^EAM BUTTER EG PLEASESfRW-yOURSElf '■ JARC tri'''-?:'; nss&i* !(»-, I MUfUffiJ .£■£ 1 jgdU ^M^^y 1 r- T e ts cameras right to the point of sale for the weekly telecast of this audience participation airing. Big Ben giant market sales go up 30 per cent on T V day irs he au i Missus once every four weeks on a re- volving basis. Sponsors can use the visual air medium from as low as $20 per spot to $7,000 for an hour Theatre Guild dramatic scanning over WNBT (N. Y.). The latter is the most expensive television package pres' ently available for sponsorship. Remotes such as football, basketball, prize fights, hockey, and baseball usually cost less than studio shows because the cost of re- hearsal time in the aggregate is far higher than the fee for air time. It's also more reasonable to present a western film, as Chevrolet does over WABD (N. Y.), with just a live cowboy-commentator handling the introduction and commercials, than it DECEMBER 1947 is to do a studio presentation. However, editing a film to fit time purchased, as well as to cut out the long shots and other poor video sequences, is an expense that must be figured when a regular theater- size motion picture film is rented for com- mercial presentation on the air. As an index to costs (time, talent, and studio time, if any) sponsor presents the following figures: Television Costs Program Type .\verage Cost* Audience Participa- tion (■ 2-hour) $1,450. Drama (hour) $3,875. Music (i/i-hour) $ 550. News (U-hour) $ .?75. Quiz ('4-hour) $1,115. .Special Events $1,500. -Sports, live (2-.?-hour) $1,050. Price Range* $1.100. -$2,000. $ 495. -$7,000. $ 380.-$ 7.50. $ 190.-$ 750. $ 450. -$2,000, $1.000.-$2.000, S .577.-$2,000. Sportscasts ('4-h(iur) S 275, $ 185. $ 400 Spots (1-minute) $ 47,75 $ 20. -$ 125. Time Spots (20- second) $ 37.50 $ 20. -$ 80. Variety ('4 -hour) S .500. $ 75. -$1 050. Weather Spots (20-(>0-second) s 45. % 20. -$ 80. Women's Interest ( '4-hour) $ 675. % 80. -$1,00D. *riiese Ji'jnres are based upon a one-time lelecn.il. and discnunls {lime and Inlal dtlhr rolume) are nnl fiqnred Time costs have gone up recently on WNBT and WABD, in New York, WWJ-TV in Detroit, and KSD-TV in St. Louis. Transmitter-time fees (what they're calling T\^ time on the air at this writing) will continue to go up as home receivers continue to flow into markets. By the end of this month (December) {Please turn to page 39) HATIOWAL BftOADCASTiKi COMPAfPT. INU GEN€«AL UBRARY 80 ROCKEF EILEH PLAZA, NEW YORK, N. V, Bankers' Mystery „.„ Iiriiadc^asting ami wliai iu i^x|mm*1 I'miii il are l4»ii;^-liiiie «|ii4v^iioii iiiarkN • • • spot Because banking remains a mystery to most oF the United States, the Land Title and Trust Company of Philadelphia tried television on WPTZ to explain some of its operations First National Bank (Portland, Oregon) put on a three-day show of Scotch thrift, "saving for what you want to buy," and broadcast the event over local station KALE. It paid off 20 Bankers have long memories. When broadcast advertising is discussed they automatically turn back the calendar to the great bank broadcasting fiasco of 1937. At that time a group of banks sponsored the Philadelphia Orchestra under the direc- tion of Eugene Ormandy over NBC's Blue Network. The program was heard in 25 markets and worked itself down from an initial rating of 2. It was a classic case of the misuse of broadcasting as a public-opinion-forming medium. The music was highbrow, the commercials were Wall Street backslapping at its worst, and the ultra-conservative ultra- institutional selling rubbed everyone who heard the presentation the wrong way. Banks were not in the best repute in the late thirties and this series, with under- writers like New York's Chase and First National of Chicago, didn't help the banking cause at all. The idea had been promoted by a Chicagoan who sold it to a group of banks with which he had "connections." It re- flected bank thinking back in 1937. At that time 145 banks were on the air and only 59 of these had a good word to say for radio. There were 16,000 banks serving the United States in '37 just as there are today. What they wanted of advertising then was more confused than it is now . . . and it's still very foggy. In 1937 music, combined with family dramas of the horrible-example vintage, i.e., how the children starved because ma and pa hadn't put anything by for a rainy day, occupied 92.5 per cent of all bank time on the air. One and three- tenths per cent of all bank advertisers used spot announcements in 1937 as .igainst 35.6 per cent using them today. The Gothic-columns-in-marbled-halls type of banking structure is slowly but surel)' passing from the financial picture, physically as well as mentally. (Please turn to page 57) SPONSOR . . BEFORE you DECIDE ON 1948 SCHEDULES tu DETROIT A. i4t IH& LxL- I IXV^I I ria^a MORE "^ 5^ iee Ucuu ^ft44cA Ixyil Jlv T HO44. aet an CKLW Located on, and bounded by Lake Erie, Lake Huron and the Detroit River, CKLW beams its 5,000 watt clear channel sisnal via the water route to a ten-million population area with a radio-homes and buying-power percentage second to none in America. The power of 5,000 watts day and night. A middle-of-the-dial frequency of 800 kc. That, coupled with the lowest rate of any major station in this market, has made and continues to prove CKLW the Detroit Area's Number One radio buy. Guardian Bldg., Detroit 26 Adam •/. Younff, Jr., Inc., Sal' t Rep. J. E. Campeau, President H. -V. Stoi'in a Co., Canadian Rep. 5,000 Watts Day and Night— 800 kc— Mutual Broadcasting System J DECEMBER 1947 *1 over-all Ninety'eight per cent of America's families who drink coffee daily (and surveys indicate that 91-94 percent of all U. S. A. families do), drink coffee with their breakfast. Never- theless, according to sponsor's cross- section findings, only 5 per cent of the nation's coffee roasters who use broad- casting employ the brisk morning air to purvey their product. Outstanding user of radio's rise-and- shine hour is J. A. Folger of San Fran- cisco. With a newscaster, Frank Heming- way, possessed of an inspired sense of humor and an ability to mimic front-page personalities, Folger has increased its sales 188 per cent during the past four years. During this period Folger spent 75 cents out of every advertising dollar in radio, over the Don Lee Broadcasting System, and since January 1, 1947, over the Intermountain Network. In contrast to Folger, the nation's coffee roasters who used broadcasting (sampled by sponsor's industry cross- section) on the average spent 35 per cent of their sales-promotion budgets on the air to build brand loyalty. Brand loyalty is the primary objective of coffee pack- agers because, as leading coffee authori- ties admit, the layman can detect little if any difference in taste between mass coffees. Nationally there's no coffee that equals the combined sales of the leading local and regional brands. The national leaders are Eight O'clock (A&P) and Maxwell House. Leading regional brands include Hills, M. J. B., Butternut, Quaker, Del Monte, American Ace, Boscul, Folger's, La Touraine, Martinson's, Savarin, Nash's, Roundy's, and Beechnut. With the exception of M. J. B. and Beecltnut, all the regional leaders and most of the local and regional runners-up use broad- casting. Runner-up in national sales is Chase & Sanborn which is a consistent contender, although seldom a leader, in practically every market. Brand name recognition for C&S is unusually high but a high per- centage of respondents to surveys con- ducted b>' newspapers and independent research organizations recognized the C&S name but "had tried the brand but hadn't found the blend to their liking." It's understood that moves have been made by Standard Brands during the past year to correct this taste negative. Once this has been achieved the coffee industry generally believes C&S will take its place with the leaders. At present bulk sales to hotels and institutions keep up Chase & Sanborn volume. Local and regional coffees do not de- pend solely upon spot announcements to get across their ad-appeals. A little under 23 per cent of the industry, as represented by sponsor's cross-section, use spots to the exclusion of all other forms of broad- casting. An equal percentage use spots in conjunction with programs of one form or another. More than half of all the coffee companies on the air use spot, regional, or network programs to the ex- clusion of spot announcements. News leads all other program types, with musi- cal and quiz presentations tying for second place. Serial dramas do not run anywhere near as high as might be ex- pected of sponsors who must depend upon women almost entirely to turn the desire to buy into actual sales. Only 4.7 per cent of coffee sponsors are using daytime serials. Included in this percentage, how- ever, are General Foods (Maxwell House) and Kroger Grocery and Baking Com- pany (Spotlight Coffee). Program t>pes used to sell coffee and the percentage of each type indicate that a great deal of the advertising is addressed to others than the housewife. Coffee Program Types Percentage Type of Total News 26.0 Music 15.0 Quiz 15.0 Partk-ipatind 10.7 Folk Musk- 9.8 Serials 4.7 Variety 4.7 Women's Parti*. ipaling 4.7 •Sports .«.o Farm l.h Musical Clock l.h Time SiUnals l.h Mkt & Weather Reports I.b There was a time when food advertisers (and that includes coffee roasters) fought for availabilities on Thursday and Friday evenings with the idea that the ghost walks on Saturdays and that's the day in 2S SPONSOR i)i!)J;Li;j£)jJjj COFFEE 'TEA Taste js tAeTest Kate Smith (Mutual cooperative prosram) is widely promoted by Old Mansion CoFFee which the housewife spends the greater part of her funds for food. That is not true today, for although more coffee is bought on Saturday than any other one day in the week, the coffee sales on that day are less than 26 per cent of the weekly total. Coffee is sold every day in the week, no day producing an out' standing proportion of its sales. In a Transitads Survey housewives indicated that they bought their coffee on the following days: Coffee Buying by Days Percentage Day of Buying Monday 18.7% THE TIIEIVD \S TO THE 4|i AKEIl IILE.MI! FOR All ) ^^J^l^.t'o"""**' I [(OMESHNTM 1^ V pT' ' ISPLRV Rll THREE CRIRD! d completely sotisly all customer I RISPLI I ond rorr \o rii.\iif.K HMi m:iivi<>: iiei.iverv Regional air-ads a brands of coffee feature their s Lee & Cady do with Quaker Tuesday 14.5% Wednesday 11.7% Thursday 12.6% Friday 15.6% Saturday 25.8% Sunday 1.1% Sunday's Charlie McCarthy program seems to have stimulated Monday coffee buying to a slight degree but most mer- chandisers attribute the higher Monday purchases to the fact that the supply is a little likelier to run out on the weekend. The fact that coffee buying is not re- stricted to any one day in the week accounts for the fact that 26.7 per cent of sponsor's sample of coffee advertisers use Forbes Food Store Quiz travels the KXQK territory and wins special store displays across-the-board (Monday through Fri- day) broadcasting. Fifty-seven and six- tenths per cent of the users of programs air them daily. Another reason given for the daily use of the medium is that since coffee is sold on a reminder basis it's necessary to keep hitting the consumer with the current slogan. Slogans are high in favor with coffee ad-men and they use them at the drop of a hat — because they've found that they sell. They credit Maxwell House's "Good to the last drop," "A cup of JFG ... is a cup of GOOD coffee," Chase & Sanborn's "shade grown flavor," Folger's "When I (Please turn to page 40) Chase & Sanborn's Charlie McCarthy achieved an all-time top when W. C. Fields visited Folger's air-offers like ball-point pens drew nearly a half-million labels this past summer FREE *TAKE ONE! REGAL BALL-POINT PEN from FOLGER FOR STUDENTS AND CHILDREN . . . MEN Thii omoziog pen ;s AIL M£TAL precriion ode — w I t S ooth-writing treel boll point Hondy oi a pencil - . fill pocke) Of purse Eoiy lo use t just gtidet ocroii paper, driei OS it writes Wnles on ony moteriol. Unusuol GUAR ANTEE! Eosy to own if you use FOLGER S COFFEE Get wverol Regol BollPoint Pens TODAY! SEND FOR SEVERAL TODAY! "We the People" hit new heights for Sanka when Gabe Heatter had this giant as his guest ' FOlCEt S COfFCC. So., frc I PI«OM i»n4 mm .KO J Col.lo-n.o _»ECll lAll raiNT PINS I . •nclOM 33 C»nt« ond 0«i« lob«l from a lOr e4 fOlGtt i ' cornt — •.<• unwindina b«Tpons ors R( •porting Food 250— aoo^ 150^; 100 — 50 — 23 5 >pons orj R< tporti ng Beverages and Confectionery 250— 200— 150— 100— 50— 50 17 Spons ors R eporl "9 ;>oaDs. Cleansers ond Toiletries 250— 200— MO— 100 — 50 — Sponi ors R eport ng ■ 1 Jpi L*liil*lik!/.^S II' 250— 200— 150— 100— 50— 6 Spons ors R< iporl! ng Tobacco 250— 200— 150— 100— 50— 12 Spon ors R eport ng Drugs , 1 250—' 200 — 150— 100— 50 — 71 S pons srs Re porli ng Miscello neous 1 'For this total a sponsor is regarded as a single corporate entity no matter how many diverse divisions it may include. In Itie industry reports, fiowever, ttie some sponsor may be reported under a number of classifications. 24 SPONSOR 100,000 VISITORS YEARLY SET NEW ATTENDANCE RECORD FOR WFBR! Advertisers get huge "PLUS" from word-of-mouth praises! Every weekday — week in, week out — crowds of eager Balti- moreans flock to WFBR (more people yearly than live in Savannah, Georgia). These 100,000 people from all walks of life come to W F B R to see broadcasts, visit modern studios, look at highly merchandised product displays and receive a copy of "Let's Listen" — W F B R's chatty, informative house organ and program highlight guide. They leave with heightened interest in all WFBR programs. The hundred thousand represent, at no extra cost to you, an intensive loyalty factor that can't be duplicated in Baltimore radio. They're the reason we're known as . . . I OR ABC BASIC NETWORK • 5000 WATTS IN B ALTI M O R E, M D. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY DECEMBER 1947 25 "? ^^^w^ '^niQ « WORK FOR A COMIC How many childien have been born in the United States since 1920 — the year modern radio came into being? A statistician could arrive at some figure, but the interesting point here is that there are millions of boys and girls of school age and men and women in their 20's who HAVE NEVER known a world without radio. How best to reach these young people to tell them something of the exciting historv of radio and how a network program gets on the air? NBC decided the most effective way was a comic l)ook.. Comic books are as modern as radio— they have grown up in the same era in which radio developed. NBC is the first radio network to use this popular technique to tell how radio works ... all radio. With the first printing of 1,250,000 copies, NBC's comic l)ook, ON THE AIR. will reach into homes, schools and institutions throughout the nation, telling its story of American radio operating under the system of free enterprise. Here is the first major promotion piece devised by a radio network to appeal to the younger people of the nation — a vast majority of today's listening audience and tomorrow's potential consumers. AMERICA'S NO. 1 NETWORK . . the National Broadcasting Company A service of Radio ■Corporation of \inerira Tlio ilil'fori*ni*o botwooii B "WS "TOP and ttfl/M^J^ What Nielsen's newly-re' \2^^^n^ leased* "Top Twenty" means " ' is that in the sampled area, these 20 programs have the biggest audi- ences. As released by the Columbia Broadcasting System, his figures also pur- port to indicate the programs that deliver the biggest audiences per advertising dol- lar. This "number of listeners per adver- tising dollar" is based on figures from the best available sources on network time cost plus the cost of the program. Nielsen reports that his 1,400 audi- meters measure 63 per cent of the 35,000,000-plus radio homes of the nation Audimeters (measuring devices attached to radio receivers in homes) are installed in the Nielsen areas as indicated on the map on this page. The 1,400 measuring devices in actual practice are cut down to 1,260, since 10 per cent of the tapes from the audimeters are not usable. This means the audience in 22,050,000 homes (63 per cent of the U. S. A.) is measured by 1,260 audimeters. These audimeter *To the trade press, consumer, and nonsubscriber. {Please turn to page 59) I TOI» TWEIVT¥ • (October 5-1 1 ,1947) Average Audience Homes Program Ratings Per$ 1. Lux Radio Theater* 23.1 301 2. McGee & Molly* 19.7 322 3. Bob Hope* 18.1 236 1 4. Amos 'n' Andy* 17.9 285 1 5. Mr. District Attorney 17.7 428 6. My Friend Irma* 17.5 459 7. Aldrich Family 16.5 N.D. 8. Screen Guild* 16.0 N.D. 1 9. Red Skelton* 15.9 301 ! 10. Charlie McCarthy* 15.2 208 11. Life of Riley 15.0 353 12. Jack Benny* 15.0 214 13. E\% Town 14.9 497 14. Truth or Conseq 14.6 317 15. Burns and Allen 14.5 262 16. Talent Scouts 14.4 443 17. Lone Ranger 14.4 878 18. Fred Allen* 14.1 N.D. 19. Inner Sanctum 13.9 449 20. Kraft Music Hall 13.9 319 *Theje programs were surveyed by Nielsen and Hooper on the same n ights. ?t1 ff I ?? H The 36 Hooper Survey Cities Areas Covered by Nielsen <■ J inJnlri thii ih- — — ~ i— ■ ffl^HJf Hooperatings are popularity indices, not circulation re- ports. Hooper's "First Fif- teen" is a rank order tabulation of the top programs telephone-checl 1 (October 1-7, 1947) Program Rating 1. Bob Hope* 23.0 2. Fibber McGee and Molly* 23.0 3. Lux Radio Theater* 21.6 4. Jack Benny* 20.6 5. Amos 'n' Andy* 19.8 6. RedSkelton* 19.2 7. AlJolson 18.8 8. Charlie McCarthy* 17.9 9. Walter Winchell 17.8 10. Mr. District Attorney 17.5 11. Fred Allen* 16.9 12. Screen Guild* 16.7 13. Bandwagon 16.5 14. Bing Crosby 15.8 15. Great Gildersleeve 14.7 not released i 16. My Friend Irma* 14.2 17. Truth or Consequences 13.9 18. Jack Carson-Eve Arden 13.7 19. Duffy's Tavern 13.6 20. Take It or Leave It 13.0 *These programs were surveyed by Hooper and Nielsen on the same nights. The best from Tin Pan Alley, Hollywood and the Classics by the Superb Sixteen^ Voiced SERENADERS Now yon rail sponsor the siii<;iii« ^roiip with the longest eoiilinuous record on the air of any vocal organization . . . almost 600 hroad- casts over CBS. Every member is a star in his own right with a background of top-show participation. Seventy-eight separate fifteen-minute episodes are available, each a program gem directed by Kmilc iUile and with barren Sweeney of New- York Philharmonic fame acting as commen- tator and musical host. Opening, inside, and closing commercials. No finer musical talent of its type exists today. >XINGS OF SONG is a program series with tremendous popular appeal, made possible by the skillful selection of diversified musical numbers. Write for audition disc, details on special commercials by Mr. Cote and Mr. Sweeney, and other facts. TRANSCRIPTION SALES, I New York— 47 West 5Sth St., New York 22. N. Y.. Col. 5-1-544 6381 Hollywood Blvd.. Hollywood 28. Calif., Hof oj| An outstanding High-Hooper Show with the famous MULLEN SISTERS and CHARLIE MAGN ANTE'S Orchestra There is only one Singin' Sam and what a selling job he has done for scores of sponsors . . . and can do for you. Singin' Sam sells because he gets the ratings and gets the response. AMERICA'S GREATEST RADIO SALESMAN wow Omaha WTAM Cleveland CKEY Toronto CJAD Montreal 18.1 at 6:30 P.M. 12.4 at 6:00 P.M. 12.9 at 7:30 P.M. 14.8 at 7:30 P.M. And according to the Conlan survey, the percentage of tune-in at WISH in Indianapolis was doubled in first three months on the air . . . 14.6 to 30.4. Yes, Sam is doing a spectacular job. His fifteen minute shows have been heard on over 200 stations for scores of sponsors. Write for audition disc and full details on special com' mercials by Sam, availabilities, etc. 117 W. High St.. Springfield, Ohio Telephone 2-4974 N. Michigan Ave.. Chicago, 111., Superior 3053 Transcription Sales, Inc. 117 West High Street Springfield, Ohio Please send me complete data on D Singin' Sam n Wings of Song Name Company Street City State. Coiites^ts and Offers PROGRAM a SPO.\.M»n monthly tabulation AMERICAN OIL CO. B. T. BABBITT CO. BARTEL-S. INC. NANCY CARROL STUDIOS COLGATE-PALMOLIVE. PEET CO. DHECTIVE BOOK CLUB DUFFY-MOTT CO. EVERSHARP. INC. FARR CANDY CO. flas, oil, tiros Bab-0 .\pplianccs Photographs Colgate Toothpaste Books Mott's Apple Juice Injector Razors Ice cream, confectionery Professor Quiz David Harum Let's Pop the Question (T\0 Call the Tune Can You Top This? Weird Circle Morning Matinee Take It or Leave It Hcnrv Morgan Show Farr's Fone Quiz Saturday 10-10:30 pin MTWTF 10:45-11 am Sunday 8:30-9 pm TTh 6:15-6:30 pm Saturday 8:30-9 pm Monday 10:30-11 pm • TTS 8:30-9 pm Sunday 10-10:30 pm Wednesday 10:30-1 1 pm MWF 12:45-1 pm $50 cash Booklet: "Farm Sanitation" Best-seller books Color photo; black-and-white photo; wallet-size photo Cash prizes and "Can You Top This" gag book Mystery novel: "Case of the Fan Dancer's Horse" Stainless steel 49c paring knife $15,000 home and $2,500 for lot; 1947 Buick; furs; R(".\ video sets; tires; watches; radios; etc. Quart of ice cream Complrtp in up to 25 words sentence about Amoco praluet 'different weekly). Winner gets $25 plus $23 if he included 5 acceptable questions and answers for use on program Request to Lycons, c/o local station Listeners telephone studio with answers to questions on program Guess correct title of one, two, or three tunes played on show Prizes if joke sent to program is used Free for card or letter to sponsor, WJZ Send 25c and Mott's Apple Juice bottletop to sponsor, WLW Complete in up to 25 words "I like Eversharp- Schick Injector Razors because . . .," send to contest, New York, with instruction sheet from razor box ABC CBS WFIL-TV. Phik. WEEK. Peoria XBC WJZ. New York WLW, Cinci. Correct answer to quis questions asked over telephone NBC .ABC KID, Idaho Falls GENERAL FOODS CORP. La France Bluing Flakes Second Mrs. Burton MTWTF 2-2:15 pm $2,500 diamond ring, other diamonds, gift boxes Tell neighbor reason for using La Ft'ance. Mail copy with neighbor's and grocer's address, boxtop, to sponsor. Battle Creek CBS GENERAL MILLS Bisquick, Cold Medal Flour, Cheerios, Wheaties Betty Crocker Magazine of the Air MTWTF 10:25-10:45 am Jubilee Baking Recipes Request to sponsor, Minneapolis Jack Armstrong MWF or TTh 5:30-6 pm (alternates Sky King) ABC 1,112 .\dmiral radio-phonos, value $111,700 Send name for a radio with Wheaties boxtop to program, Minneapolis Woman in White MTWTF 2:15-2:27 pm Syrup server set with cork base plate Send 50c and Bisquick boxtop to sponsor, Minneapolis NBC H. P. HOOD & SONS Milk, dairy products .\mong Us Girt MTWTF 8:15-8:30 am Ladies' Waltham watch weekly Best household suggestion sent in by listener WLAW, Lawrence, Mass. KELLOGG CO. Cereals Superman MTWTF 5:15-5:30 pm "Gy-Rocket" aerial toy Send 15c and Pep boxtop to sponsor. Battle Creek MBS LA TOURAINE COFFEE CO. Coffee Melody Mail Qui MWF 8:45-9 am Cory Glass Coffee Maker; nylon hose; coffee Submit product slogan, song title, and local grocer's address. If song not known, sender gets Corj- set. Otherwise nylons. Coffee to honorable mentions WBZ, Boston; WBZA, Springfield MANHATTAN SOAP CO. .Sweetheart .Soap MARS INC. Candy Rose of My Dreams MTWTF 2:45-3 pm Evelyn Winters MTWTF 10:30-10:45 am Purchase price of 3 bars Sweetheart Soap refunded Write sponsor why like or dislike product. In either case, money refunded CBS Curtain Time Saturday 7:30-8 pm Dr. I. Q. Monday 9:30-10 pm First prize: $1,000; second prize: $200; eight prizes: $25; etc. Word-building contest from product sentence. Six weekly contests. Mail entries with two Mars wrappers to sponsor NBC Weekly award of $100 Best set of six right-and-wrong statements mailed to program, Chi., with two Mars WTappers METROPOLITAN LIFE INSURANCE CO. Insurance Eric Sevareid, News MTWTF 6-6:15 pm Health booklets Free on request to program, c/o local station CBS PARTICIPATING Various Three .\larm MTWTF 1-2 pm 1948 Ford Sedan; home furnishings; tickets; heaters; etc. Write letter to show, re "I want that Ford . etc." Also, daily quiz questions KILM, Eureka, Calif. PARTICIPATING (GEN'L FOODS. COLGATE, ETC.) Various Beulah Karney MTWTF 4:45-5 pm Booklet: Heirloom Holiday Recipes Send 10c to program, WENR WENR, Chi. PROCTER & GAMBLE Crisco, Ivory Snow Welcome Traveler MTWTF I'2-12:30 pm Booklet: "Recipes for Good Eating" Send 10c and Crisco label to sponaor, Cinci. ABC Drene Ma Perkins MTWTF 3:15-3:30 pm Contest prizes of $10,000; $1,000; (280) $50. Also concurrent dealer contest, $2,000 in prizes Listeners complete product sentence in con- sumer contest, on blanks from dealers. Dealer contest judged on photos of Drene store displa>'S CBS NBC RONSON ART METAL WORKS WILLIAMSON CANDY Lighters Twenty Questions Saturday 8-8:30 pm Lighter to sender of subject used; if studio contestants stumped, grand prize of silver table lighter, matching cigarette urn, tray Send subject about which 20 questions may be asked, to program MBS Oh Henry Detective Mysteries Sunday 4:30-5 pm $100 reward from "True Detective M}-steries" Magazine Notify FBI and magazine of information lead- ing to arrest of criminal named on broadcast MBS YAKIMA DAIRYMEN-S ASSN. .Milk, dairy producbs Date at Eight Various dairj- products Listeners guess names of tunes, identity of objects in two daily telephone quizzes KIMA. Yakima, Wash. 32 SPONSOR ^ouidaMLrm. achieooment IN PADIO XL STATIONS PACIFIC NORTMWEST BROADCASTERS FOR OVER -ALL PROMOTION REGIONAL NETWORKS WrUc for our omphtc MARKETIPS PICIFIC NORTHWEST BROADCASTERS OFFICES Box 1956— Butte, Montana Sermons Building— Spokone, Wash. Otpheum 3ldg — Portland, Oregon 6381 Hollywood Bl.'d— Hollywood 28 79 Post St —Son Froncisco 4 TKe Walker Co., 15 W. lOth St, Kansas City The Wolker Co , 360 N. Mich , Chicago The Walker Co , 551 5th Ave , New York The Wolker Co., 330 Henn. A.e., Minneopolis THi €1 'HOME TOWN" STATIONS MERCHANDISABLE AREA BONUS LISTENING AREA SERVING 2/2 MILLION PEOPLE fr':a?KJi':^ajSr%?i-fe<^i^;.^v;fca^^^ DECEMBER 1947 33 The Picked Panel answers Mr. Planter Every year, sometimes more frequently, ques- tions come to an advertiser's mind and he naturally turns to his agency for an answer. Sometimes these questions are fa- miliar to us . Sometimes they are brand new. But, old or new, we approach every question with the obligation that the answer should be as complete and accurate as our facilities make possible. We were one of the first agencies to offer radio as an advertising medium to our clients. As this medium has de- velop>ed our services have expanded. In addition to our regular program depart- ment which covers production, script editing, timebuying, client contact, and sales, we maintain a radio commercial copy department, a radio research de- partment, and a radio publicity and pro- motion department. The activities of each of these groups come under the supervision of its department head and our radio planning board. There are many services which our clients expect and get through these ex- tensive facilities at BBD&O. In handling 1 1 network programs and a great amount of spot radio we keep up with the ever- changing radio picture and feel that we are we]!-equipp>ed to render the many services Mr. Sponsor Asks... j "What should a radio advertiser expect in the way of service from the radio department of lii.s advertising agency?" i , . Id I Advertising Manager Adrian J. Hanter | BenruiWstch Co., Inc. which an advertiser expects from an agency. Arthur Pryor, Jr. Vp in Charge of Radio BBD&O, New York If I owned a railroad I would not employ en- gineers and expect them to be ticket sellers, switchmen, brakemen, con- ductors, or do any thing other than the special job for which I had hired them. (True, perhaps they could do these other jobs in an emergency, which would be an advantage.) By the same token, if I employed a major advertising agency to handle my advertising . . . from the radio department I would expect: programing. Period! In most major agencies today, the other highly specialized and skilled work can be done far better by the separate depart- ments, such as publicity, promotion, re- search, and merchandising. By the use of the agency's entire facilities, I would expect my advertising to produce its best results. Therefore, I definitely say a radio department's chief function is pro- graming. If the radio department has some knowledge of these other jobs and can be useful in those directions too, that is all to the good. Advertising coordination usually comes through an account executive whose close client contact keeps him aware of all policy matters. And the account execu- tive supervises all the required radio service functions, because naturally there must be close cooperation in all of these departmental jobs. But none should overshadow the main advertising objec- tive— a good program, whether it be net- work, spot, or whatever, so geared that it gives the advertiser the maximum audi- ence among his truly potential customers. By way of postscript, another reading of Mr. Planter's question leads me to suspect he's suggesting that many func- tions besides programing should be encom- passed in the magical 15 per cent dis- count. If that is so, 3,000 words instead of 300 are necessary to give him his answer . . . unless it suffices to say that agency net profit (and particularly from radio) is inordinately low. Blayne Butcher Radio director Newell'Emmett, N. Y. 1 think that a client has every right to expect from his advertis- ing agency's radio department a com- plete service as to the planning and execution of all radioactivities. As background for the planning, the radio department should be expected to keep itself informed on the over-all radio picture — that is, current shows, available talent, talent trends, the status and standing of networks and sta- tions, the listening habits and preferences of the public as to day-of-week, types of shows, etc. In connection with the execution of radio plans, a radio department should be expected to be equipped to carry out com- pletely such radio plans as are made; specifically such things as the buying of time, handling of any and all contractual negotiations for radio time and their subsequent problems, the building and or buying of shows, bu>ing of talent, and the handling of any talent problems, con- tractual or otherwise, the writing of com- mercials, and the actual direction of shows — and by shows I mean everything 34 SPONSOR from minute spots to one-hour programs. All these things should be handled by the agency, although they may not all be the actual work of the agency. The writ- ing of scripts, arranging of music, direct- ing of shows, etc., are highly specialized creative functions, and it is neither rea- sonable nor practicable to expect adver- tising agencies to have such specialized creative talent on staff and available at a moment's notice. I say it isn't reason- able, because it isn't economical. For example . . . suppose a dramatic script writer were hired on a staff basis, out of every 12 months he might well be needed for only three. Further, it isn't practic- able to do this, even if it were economical, because the best creative talent in radio remains free lance. Going beyond radio, clients have a right also to expect their agency's radio department to be knowledgeable in such other fields as promotion, publicity, re- search, merchandising, and so forth, so that in working out radio plans and ideas these other phases of advertising can be properly related. Radio departments should know how to use research data, where to find re- search facts, where research can help out on a problem, and how to go intelligently to research people for help. Radio men should be broadly informed, and be able to cooperate with other departments. But — and here's my point. As I see it, all these other non-radio functions are specialized, and should be handled by specialists. The radio department should not be expected to take over research, promotion, or other phases of advertising activity, however closely allied with a given radio effort they might be. Following this line of thought, even in those cases where radio constitutes the major part of an advertising effort, I don't think the radio department should dom- inate or dictate advertising policies in other directions although it goes without saying that they may profitably be con- sulted concerning them. Thus in all cases the G. H. Q. of the advertising campaign should still be the account executive, the plans board, or some such central group responsible for the over-all well-being of the account, whose job it is to get the best possible advertising, whether this be in radio, printed media, outdoor, etc. Only in this way can the picture be seen in its proper balance, and the work of the various specialists in the related fields be properly utilized. Francis C. Barton, Jr. Vp, director of radio Federal Advertising Agency, N. Y. DECEMBER 1947 THEY lOOK UP TO... \^ It doesn't show up in media data, but cer- tainly prestige is important in selecting a radio station. No doubt prestige does influence many advertisers in choosing WFBM. Around Indian- apolis people are looking up to WFBM — have been for twenty-two years! WFBM won itself a faithful audience as a radio pioneer — the first station in the state. And WFBM's been building its audience and building its prestige with both listeners and advertisers ever since! Incidentally, WFBM's audience is faithful (as we said). If you'll do a little "Hooperoot- ing," you'll notice that WFBM is consistently rated first in Indianapolis in over-all listen- ing audience — day and night the year 'round. BASIC AFFILIATE: Colombia Broadcasting System Represented Nationally by The Katz Agency 35 -g - t n«j.. Symbol of Thoughtful Giving •dual lilt— dnisncd lot SPONSOR by Howvd Wcchilw Among those you want to remember this Christmas are some who seek a better understanding of broadcast advertising. They may be sponsors, prospective sponsors, advertising agency executives, or your own associates. For such we offer a unique gift . . . twelve consecutive monthly issues of the one magazine designed 100% for buyers of broadcast advertising. The handsome gift card reproduced above acknowledges your thoughtfulness. for Buyers of Broadcast Advertising 36 SPECIAL GIFT RATES: 25 subscriptions or more, $3 «ach/ 15-24, $3.50; 5-14, $4; 2-4, $4.50; One, $5. SPONSOR 1 AO/< Mary Lee Taylor broadcast her Pet Milk program direct from the sponsor's M.«9*9'^ test kitchen over St. Louis' KMOX. The novelty plus sound effects produced over-afi Home economics programs, conceived in the test kitchens of radio stations, advertising agencies, and advertisers in the late twenties and early thirties, have during the current decade almost passed from the commercial broad- cast scene. The duo that remain in net- work radio, Mary Lee Taylor and Betty Crocker, like their few local contempor' aries in Oklahoma City, Chicago, and points north, east, south, and west, have continued to gather sizable audiences. That's because they have been able to keep up with the times. Although they're all in part based upon the skillet-and- saucepan approach, they're no longer Lily Tish'ish. They've added entertainment to the information they bring to the microphone. Everything from quiz to drama and name guest stars is currently found on a home economics program. Sponsors have discovered that kitchen personalities and a mike with the rattle of pots and pans offstage do not make a 1947 program. Not only must the authority be able to talk to her listeners as though she were in the same room and a personal friend but she must be a modem, not a hoover- aproned relic. When radio was young and sponsors were tyros in the field of broadcast adver- tising, almost all major food advertisers took a fling at selling the housewife via the cookery routine. There were Pills- bury's Kitchen Closeups and R. B. Davis' Mystery Chef on CBS. Borden had Jane Ellison's Magic Recipes and Kraft Mrs. Goudiss Forecast School of Cooking on NBC. General Mills started Betty Crocker on WCCO, Minneapolis, and moved it to NBC in 1927. Pet Milk came to the air with Mary Lee Taylor in the fall of 1933, spending $26,400 of its $358,600 1933 advertising budget for the program. DECEMBER 1947 Since then, only Betty Crocker and Mary Lee Taylor have continued nation- ally to deliver radio-inspired sales for their sponsors. Most local test kitchens in radio stations have since removed the white tile and ancient Kelvinators. Home economics sessions reached their zenith in the field of multiple sponsors. It's a simple matter to "sell" a number of food items as the air instructor tells the housewife what to do with them. Never- theless most advertisers have found other participating programs (women's gossip, news, disk jockey sessions, quiz, breakfast club, Mr. and Mrs., and musical clock broadcasts) deliver at a lower cost per listener. Betty Crocker is General Mills' house- name. There have been as many as 20 Crockers on the air at one time, either regionally or locally. She's never photo- graphed and when the picture of her appears in advertisements it's a piece of "art." As the years have gone on, she has been modernized and never permitted to become dowdy. Mary Lee Taylor is the Pet Milk house name. Unlike Betty Crocker, Miss Tay- lor has been one person on the air down through the years, Mrs. Susan Cost of St. Louis. Amazing though it may seem Mrs. Cost looks younger, more vivacious today than she did in November 1933 when she appeared before the KMOX microphone and broadcast for the first time as Mary Lee Taylor. The secret of the program's success is that just as Mrs. Cost appears (in her pictures) to have grown younger with the years so has the script discarded the stuffy, stilted verbi- age of years ago for the simple down-to- earth dialogue of today. Typical of the 1933 continuity is John Cole's "Pardon me if I seem to speak indistinctly — my mouth is watering." What Keeps a Home Economies Program Alive? ■m O/l "y Mary Lee Taylor still helps i*'"* • wives sans kitchen clatter / While Cole handled the commercials Mary Lee stirred noisily in a mixing bowl and told housewives at great length how to make a plum pudding with Pet Milk, naturally. It wasn't inspired radio but the distaff side of the house liked it, sent for Mary Lee Taylor recipes and bought Pet Milk. As the years rolled by, Mary Lee Taylor became the oldest continuously-sponsored show on CBS and Susan Cost was learning things. She discovered, for example, that a good recipe wasn't enough. It had to use ingredients that were plentiful — • seasonable crops. She had to suggest alternatives, for not everything is avail- able in all sections of the country at the same time — except Pet Milk, of course. She had to get away from straight exposi- tion and she did develop a warm, chatty style as she and the announcer kicked around an idea. Although Betty Crocker has been no one person, the program's development has been much the same as Pet Milk's. Betty Crocker was first a local operation, then a network show, then off the air, and now it's a two-web presentation (NBC and ABC). Today, Betty Crocker runs as two shows, five minutes on NBC in the middle of a block of General Mills day- time serials, and a Monday-through- Friday half-hour "magazine" on ABC. Crocker is still a drop in the bucket of Sponsors Plan Code of Own as Stations Vote Although the effective date for the Standards of Practice for broadcasting has not been set due to the fact that they have been referred to the membership of the National Association of Broadcasters for approval, stations generally are putting their houses in order in the expectation that the Standards will be passed. The Code, as the Standards are gener- ally referred to, is tighter than present practices on commercial time but more liberal than the restrictions originally pro- posed. Maximum commercial time is set as follows: Commercial Time Program Period Day NIglit (Minutes) (Minutes) (Minutes) 5 1:15 1:00 10 2:10 2:00 15 3:00 2:30 25 4:00 2:45 30 4:15 3:00 45 5:45 4:30 60 7:00 6:00 Participating programs which in the past have been exempt from commercial time regulations will be bound by the above schedules. Station breaks (periods between programs) will not be figured as part of the program time and are exempt from these regulations. Also exempt will be one hour a day which stations can use for shopping guides, market information, and other informative programs, since the NAB has come to the conclusion that such programs do perform a public service. News programs of 10 minutes or less are restricted to two commercials and other news programs are subject to the regular commercial limitations. Double spotting (two commercials be- tween programs) is prohibited except that time signals of 10 seconds in length are not to be construed as spot announcements. Attempts by the networks to get together and formulate a network code of their own have broken up. This is because there is definite feeling among some of the webs that they should not set themselves up as a super-tribunal more important than the NAB. In other words, the networks are part of broadcasting, and although not active members of the in- dustry association (they're associate mem- bers) they want the public and the adver- tising profession to know that they're part of radio and don't consider themselves radio itself. There is a growing sentiment among sponsors that the advertising profession might well establish for itself a code of broadcast practices and thus increase the effectiveness of air advertising. To this end a survey of advertising practices is currently being conducted for a number of key sponsors. When the report (highly confidential) is submitted and digested, the sponsors who are underwriting the survey will suggest to the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA) that these two organi- zations set up their own broadcast Stand- ards of Practices. This would be an in- spiration for the stations and take the pressure off the NAB. However, no such self-imposed code will be submitted to the associations involved before June 1. At present most agencies are adapting their operations to what they call the "interim code"- — the time limitations im- posed in the Standards now being voted upon by the NAB membership. GM advertising, which is currently $1 1 ,000,000 a year of which 72 per cent is spent in radio. Mary Lee Taylor carries half the adver- tising burden for Pet Milk. Instead of a dozen programs, like General Mills, Pet has two, Taylor and Saturday Night Sere' nade, the latter in its 11th year. Last year Taylor received its latest alteration. To give it that "new look" half the pro- gram is given over to a complete dramatic 15 minutes, with a Claudia-like heroine (the series is adapted from the novel Young Wife). This program formula change was insisted upon by CBS which felt that a straight home economics show in a sequence that included Let's Pretend, Adventurers' Club, Theater of Today, Stars Over Hollywood, etc., would lose its audi- ence. Both agency and client bridled at the network's insistence but Columbia was proved right. Mary Lee Taylor has kept its kitchen faithfuls and practically doubled its rating. Before the face-lifting it was gathering a 1.5 to 2.0 Hooper. Now it ranges from 2.5 to 4. The drama and the information are well integrated. Betty Crocker has also recently under- gone rejuvenating alterations. The NBC spot is just five minutes in length in the midst of an hour of General Mills enter- tainment— Today's Children, Woman in White, The Story of Holly Sloan, and Light of the World. The ABC Crocker is really a 30-minute women's variety pro- gram with news, fashion information, guest stars, a quiz with prizes, and finally the kitchen session. The new Crocker show (ABC) made its bow March 1947. What Mary Lee Taylor has accom- plished, in conjunction with Pet Milk's Saturday Night Serenade, is tangible and checkable. In the past decade Pet Milk sales have gone up 131 per cent while the entire canned milk market has expanded only 40 per cent (excluding government sales in both cases). House names with solid consumer fol- lowings are invaluable. Betty Crocker and Mary Lee Taylor have proved that. They've also proved that there's nothing wrong with the home-service type of pro- graming as long as it keeps up with the times. The only thing wrong with test kitchens is that they tend to become dated. The primary thing that the American housewife wants new is her kitchen — ask any builder. What goes for the listener's home goes for her listening also. Her cooking instructor must be as up-to-the-minute as tomorrow's head- lines. If the kitchen mentor is, she can, as Mary Lee Taylor does, deliver sales f)er can or package at less than one cent per dollar of sales. SPONSOR TV COSTS: (Continued from page 19) there will be more than 100,000 television sets in homes in Metropolitan New York. This means an "available audience" of 600,000* in this area. When the event is important enough this figure jumps to enormous proportions. The World Series, according to a C. E. Hooper survey, was seen and heard by 3,962,336 people over television, which is more than six times the year-end TV "available audience" figure. One way to become "socially prominent" is to own a TV receiver. (Although such prominence, needless to say, brings more than its share of ex- expense. "Friends you never knew you had become bosom companions," accord- ing to one set owner. "And the cost of hospitality runs high, if you're not careful.") Duane Jones' clients expect to get, as previously noted, dollar-for-dollar results from their telecasts. It's questionable whether Babbitt will sell Bab-0, via TV, at the cent-and-a-half per can that sound broadcasting costs them. To do this, television would have to market 50,754 cans a month. This isn't entirely im- possible, since Missus is to originate each *Six viewers per receiver is an accepted average today irS THE MAKES A STATI T MONROE, LOUISIANA HAS MORE LISTENERS in Northeastern Louisiana Thai^il Other Stations tmbin JllATtD ' AN BROADCASTING CO. REftESEttTED Vtm^ telecast in a giant market and visual credits for all sponsors will be used on every airing. Nevertheless it is hardly likely at this stage of TV development that such sales results can yet be achieved. Missus Goes A'Shopping is a daytime program and the daytime audience, ex- cept for an event like the World Series, is only a small percentage of the total tele- vision homes. It is possible, however, that through Bab-O's point-of-sale pro- motion TV won't cost them much more than the radio which has brought them their success (sponsor, November 1946). Just using television won't be enough for any sponsor. That, all agencies using the medium agree. Coupled with intelli- gent sales promotion, however, it has already produced results. Pabst Blue Ribbon Beer has sponsored a number of football games in the New York market, over WNBT. After the first program they reported that Pabst hit an all-time high in the sale of their brew in the taverns and clubs of Greater New York. Swift is finding an improved acceptance for its brand name in New York through its sponsorship of the Swijt Home Service Club which during November it extended from a one-station telecast to the NBC Television Network. ^Please turn to page 47) MAKING FRIENDS ON THE FARM, TOO WSBT covers a true cross-section of America's industrial-agricultural population. With increased power, WSBT gives increased service to farmers as well as city folks. One example of this service is "Farm Report," the newest WSBT program. It is aimed directly at the rich farm market of Indiana and southern Michigan. WSBT makes friends everywhere it goes. Today, with increased power and increased service, it is making them fast— in the city and on the farm. 960 KILOCYCLES COLUMBIA NETWORK 50O0 WATTS DECEMBER 1947 PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE 39 NOW! OU C€L4t uU . . . THE RICH DOWNSTATE ILLINOIS MARKET G*ul wiik . . . "Southern Illinois' Moif Powerful Radio Voice" WMIX cuui WMIX the only station covering ell of this rich downstatc oil, coel, farmins and industrial wealth with both AM and FM at a single low rate. No. 2 Radio Center, Mt. Vernon, III. 940 AM 94.1 FM National Representative John E. Pearson Company COFFEE ON THE AIR ^Conixnued jrom page 23) say COFFEE, I mean Folger's," and liite slogans, with making substantial contri- butions to the sale of the brands using them. The good slogans leave what Robert H. Bennett, sales and advertising manager for Maxwell House Coffee at Ceneral Foods, calls a "favorable climate" of feeling about the brand. He considers this favorable psychological reaction vital in turning advertising into sales. An he feels that broadcasting performs an out- standing mission as a vehicle for slogans to create a beachhead for straight selling. Maxwell House uses two daytime strips, the long-proved Portia Faces Life and the experimental marriage of news and soap opera, Wendy Warren. These five-days- a-week slogan carriers do their job for Maxwell as well as for a number of other General Foods products. General Foods, generally speaking, doesn't keep one pro- gram selling the same product through the years. It makes a habit of selling one of its products to a program's audience and then assigning to that program the responsibility of being good-will ambassa- dor for another GF baby. This is not true, of course, of its Maxwell House Coffee Time on Thursdays at 8:30 p.m. The story of Maxwell House and night- time radio will be touched upon later in this linking of radio and coffee. Broadcasting is one of the world's greatest distributors of premiums. There's hardly a daytime serial that hasn't at one time or another used a self-liquidating offer, and while this type of selling went down during the war it's on the way back very strong in the coffee field right now. These self-liquidating offers are entirely different from the big contests that the soaps, cleansers, and drug products con- tinue to use. Typical of what can be done for coffee through broadcasting and a popular pre- mium (not all offers are popular, as was indicated in sponsor's November 1946 report on Bab'O's Ad'$$$$) is a recent experience of Folger's. During this past summer "radio offers," as their agency, Raymond R. Morgan, calls them, pulled close to a half million returns. The offers included ball point pens, cook books, and dictionaries, in return for "evidence-of- purchase" of a can of Folger's and from 10 to 25 cents, according to the offer. Summer is a slump period in coffee sales and the offers were made only over radio. This spring will see most regional brands using premium offers of one kind or another and even the "coupon worth one penny in each and every can" is {Please turn to page 43) COVERING KEY METROPOLITAN MARKET AREAS WKAP Allentown KVET Austin WSID Haltiiiiore WORL HostoM WFAK Charleston, S. C. WTIP Charleston, W. Va. WGTL (Charlotte WSBC Chicago KSIX Corpus Christi WJBK Detroit WBBC Flint KNUZ Houston WLAN Lancaster KWKW Los Angeles WNEX Macon WHHM Memphis WMLO Mil\>aukee WMIN Minn. -St. Paul WBNX New York WLOW Norfolk WDAS Philadelphia KARV Phoenix - Mesa WWSW Pittsburgh WRIB Providence KXLW St. Louis KONO San Antonio KUSN San Diego KEEN San Jose KFMJ Tulsa WWDC Wash.. D. C. WHWL \\ ilkes-Barre WTUX \\ ihnington Forjoe & Company National Representatives New York • Chicago • Philadelphia Pittsburgh • Washington* Baltimore Los Ange es • San Francisco 40 SPONSOR Moirthly Tabiilatioii olliaverttsmg by Categories DECEMBER CROSS SECTIOIV: COFFEE AGENCY PROGRAMS M M ^^^ *KRON COFFEE* GROCERY CO. AKRON, OHIO Betsy Ross News; 5:30-5:45 pm; WADC (Akron) ALABAMA COFFEE CO, SHEFFIELD, AU. Old Gold Spots; MTWTFS; WMSL (De- tur) AMERICAN ACE COFFEE, NASHVILLE Mike Hedrick, Nashville American Ace Grand Old Opry; Sat 7:30-8 pm; 20 sta C. W. ANTRIM & SONS, RICHMOND, VA. Lindsa.v, Richmond Old Mansion Kate Smith Speaks; MTWTF 12-12:15 pm; WLEE (Richmond) Live, e.t. spots, breaks ARNOLD AABORN INC, N. Y. Samuel Croot. N. Y. Aborn's Morning Musical Clock; 15-min partic; WHEC (Rochester) BORDEN CO. N Y Kenyon & Eckhardt Borden's Instant H. V. Kaltenborn; MTWTF 7:45-8 pm; WBEN (Buffalo). County Fair; Sat 1:30-2 pm; 161 CBS sta BREAKFAST CLUB COFFEE INC. LA. Lockwood-Shackleford, L. A. Breakfast Club Arizona Quiz; KTAR (Phoenix) CALIFORNIA PACKING CO, S. F. Del Monte Live, e.t. spots, breaks; major mkts CAMPBELL-WOODS CO, PITTSBURGH Wiltman & Callahan, Pittsburgh Breakfast Cheer Songs You Love to Hear; Mon 7:30-8 pm; KDKA (Pittsburgh) COMMUNITY COFFEE MILLS, BATON ROUGE Community Kiernan; MTWTF 2-2:15 pm; WLCS (Baton Rouge). Hicks; MTWTF 8:45-9 am: KALB(Alexandria) Spots; WLCS. WJBO (Baton Rouge) CONSOLIDATED GROCERS ISPRAGUEWARNERDIV),CHI. Weiss & Geller, Chi. Richelieu Spots; WENR (Chi.) DEAN LILLY CO, MEMPHIS Cole, Memphis Spots; WMSL (Decatur, Tenn.) DIXIE COFFEE CO. BIRMINGHAM Dixie Jimmie WiUson; MTWTF 2:30-2:45 pm csf; WAPI (Birmingham) OOANS FOOD MARKETS. AUBURN, N. Y. Boscul Remember When; WMBO (Auburn) DONOVAN COFFEE CO. BIRMINGHAM Red Diamond Breaks; WAPI (Birmingham), southern mkts DUNCAN COFFEE CO. HOUSTON Steele, Houston .\dmiration Coffee Shop, variety, 40 southern, wouthwestern mkts. Live, e.t. spots, breaks; southern, southwestern mkts DAVID G. EVANS COFFEE CO. ST. LOUIS Olen R. Stocker, St. Louis Old Judge Kennv Baker (e.t.) ; 14 southern, midwestem mkts. News"; KVfOC (Poplar Bluff), AVMIX (Mt. Ver- non!. Kon Howard Hillbilly Show; KLCN (Blytheville) FLEETWOOD COFFEE CO, CHATTANOOGA Nelson Chesman, Chattanooga Fleetwood Bill Henrv & the News; MTWTF 8:45-9 pm; WDOD (Chattanooga) Live, e.t. breaks. 1-5-min spots; 12 southern mkts J. A. FOLGER&CO. KANSAS CITY, MO. Grant, Chi. Folger Judv & Jane (e.t.1; 25 sta. Singing Sam; KMMJ (Grand Island, Neb.) Breaks; midwestem mkts J. A. FOLGER&CO, S. F. Raymond R. Morgan, H'wood. Folger News; MTWTFS 7-7:15 am, 4-4:15 pm; Mutual- Don Lee, Inter-Mountain nets Breaks; western mkts F0LT2 TEA & COFFEE CO. NEW IBERIA, LA. Kate Smith Speaks; 12-12:15 pm; KANE (New Iberia) FORBES TEA & COFFEE CO, ST. LOUIS Seelig, St. Louis Forbes Food Store Quiz; KXOX (St. Louis) GENERAL FOODS. N. Y. Benton & Bowles, N. Y. Yuban, Maxwell House Burns & Allen; Th 8:30-9 pm; 143 NBC sta. Portia Faces Life: MTWTF 5:15-5:30 pm; 87 NBC sta. Wendv Warren: MTWTF 12-12: 15 pm; 145 CBS sta. Dinner Concert; MTWTFS 0:30-7 pm;WQXR(N. Y.) Spots, WQXR (N. Y.) GENERAL GROCER CO, ST. LOUIS Olian, St. Louis Manhattan Telephone Quiz; 12 southern, western mkt« JAMES G GILL CO, NORFOLK Information Please; F 9:30-10 pm; WSAP P(ortsmouth, Va.) GRIFFIN GROCERY CO, MUSKOGEE, OKU. R. J. Potts— Calkins i Holden, Kansas City, Mo. Griffin Newscast; KFPW (Ft. Smith. OkU.1. FootbaU games; KOMA (Okla. City) E.t. breaks; 5 southwestern mkts MARTIN L. HALL CO, BOSTON JohnlC. Dowd. Boston Victor Bill Cunningham; WN AC (Boston). Fulton Lewis Jr.; WNAC, WEAN (Providence), WA.\B (Wor- cester, Mass.) Live. e.t. spots; major New Engl, mkts HOFFMAN & HAYMAN COFFEE CO, SAN ANTONIO H&H News; MTWTF 1:45-2 pm; WOAI (San Antonio). Mexican Fiesta; 15-min partic; KWBU (Corpus Christi) E.t. spots; southern mkts HUDSON'S BAY CO. WINNIPEG MAN CANADA Cockfield, Brown, WiniiiiKg Fort Garry Time signals: CHWK (Chilliwack B. C , Can ) m. '^M SPONSOR AGENCY PRODUCT PROGRAMS SPOTS | ISBRANOTUN-UOUEI CO. BOJTON (Jowan A I)*riglfr, N. \. "20" — Ln-e, e.t. fpoU. partic; 10-20 easteni nikta J.|F. S. COFFEE CO. KNOXVIUE J. F. G. Ethel 4 Albert; MTWTF 2:16-2:30 pm; WBIE (Knoxville). WGAA (Cedartown. Ga.). Cecil Brown; MTWTF 10-10:15 am; WBU (Dalton. Ga.). Agronaky; MTWTF 8-8:15 am; WDEF (Chattanooga). World News; Sun 9-8:15 am; WROL (BSioxriUe). Western Music; WGGA (Gainesville, Fla.) KROGER GROCERY ft BAKIMG CO. CINCI. Ralph H. Jooet, Cinci. SpotUght Linda's First Love (e.t.); MTWTF 10:15-10:30 am;28sU Live, e.t. apota; maior mkts LAFER BROTHERS, DETROIT Lafer I've Got Your Number; WXYZ (Detroit) UGOMARCINO CRUPE CO. CRESTON, lA. Atwood Spots; western mkts U PERU COFFEE CO. PASMIC. N. J. LaPerla L'Angelo Ignoto; MTWTF 6:30-6 pm; WOV (N. Y.) U TOURJklNE COFFEE CO. BOSTON IngaUn-Mioiter, Boaton La Touraine Tello-Test; MWF; WONS fHartford). WAAB (Worcester). Melody Mail Quii; MWF 8:45-9 am; WBZ (Boston), WBZA (Springfield) H. P. LAU CO. LINCOLN. NEB Milady Ethel 4 Albert; MTWTF 2:15-2:30 pm; KFOR (Lincohi), KORN (Fremont). KGFW (Kearney) LEE ft CADY, DETROIT PoweU-Grant. N. Y. Quaker E.t. spots; 11 southern, mid- western mkts M. LIVINGJTON ft CO. PADUCAH. KY. Goldbloom (Juis; M 2:45-3:15 pm; WKYB (Paducah) JOSEPH MARTINSON ft CO INC. N. Y. Neff-Rogow, N. Y. Martinson's News; WQXR (N. Y.) E.t. spots; WCBS (N. Y.) MC CORMICK ft CO. 8ALT0. Sullivan, Stauffer, Colwell & Bayles. N. Y. Schilling Live spots; major mkts MC GARVEY COFFEE CO, MNPLS. Fadell, Mnpls. Flame Room Cedric Adams' Stairway to Stardom; Coffee Time; Sat 6-6:30 pm; WCCO (MnpU.) MIRAMAR TRADING CO, N.Y. Mirco Judge O'Malley; MTWTFS 4:30-5 pm; WOV (N. Y.) MOREY MERCANTILE CO. DENVER Gray, Denver Solitaire 1-min live, e.t, spots MORNING TREAT COFFEE CO, BATON ROUGE Morning Treat Music; WJBO (Baton Rouge) NASH COFFEE CO. ST. PAUL Erwin, Wasey, Mnpls. Nash's Fulton Lewis Jr, other news, music, spots; 26 major mkts E.t. spots; major mkte NESTLE-S MILK PRODUCTS IMC, N.Y. Compton, N. Y. Nescafe Paul Whiteman Club; MTWTF 4-4:15 pm; 202 ABC sta NORTH AMERICAN COFFEE CO, PORT HURON. MICH. Billiard, Fort Huron Dunker's Club Spots; WXYZ (Detroit) PASTENE PRODUCTS CO. N. V. Pastene News, music (e.t.); MTWTFS; WOV (N. Y.) PAXTON ft GALUGHER. OMAHA Buchanan-Thomas, Omaha Butternut CBS Morning News; 9-9:15 am; WTAQ (Green Bay, Wise.). News; MTWTF; KMMJ (Grand Island, Neb.). News; WNAX (Yankton, S. D.) RAGUND POTTER CO, NASHVILLE Noble Dury, NashviUe Fireside Live, e.t., spots; MTWTFS 4 per day WILLIAM REILLEY COFFEE CO, NEW ORLEANS Walker Saussey, New Orleans Luiianne Old Corral; 2 southern mkts ROUNDY, PECKHAMft DEXTER CO. MILW. Hoffman & York, Milw. Roundy's Partic Live, e.t. spots, breaks; WTMJ, WFOX, WEMP, WISN (Milw.) SAFEWAY STORES. OAKUND. CALIF. Edwards Dr. Paul; MTWTF 3:45-4 pm pst; 28 NBC sta. News: WRVA (Richmond. Va.) S. A. SCHONBRUNN ft CO. N.Y. Lawrence Gumbinoer, N. Y. Savarin Hi! Jinx; MWF 8:45-9 am; WNBC (N. Y.). Missus Goes A-Shopping; MWF 10:16-10:30 am; WCBS (N. Y.) Spots, breaks: WNBC. WCBS (N. Y.) SCHOHE COFFEE ft SPICE MILLS. JACKSON. MISS. Masterpiece Fulton Lewis Jr; WRBC (Jackson) WILLIAM S. SCULL CO, CAMDEN Kastor, FarreU, Chesley & Chflord, N. Y. Boscul Market Reports 4 Weather Forecast; MWF 7:4ft- 7:46 am; WLW (Cinci.) LOUIS SHERRY INC, N. Y. Bermingham, Castleman & Pierce. N. Y. Louis Sherry Melodies of Old Vienna; Sun 5:30-6 pm; WQXR (N. Y.) E T. SMITH CO, WORCESTER. MASS. Ralph T. Foye Constitution Kate Smith Speaks; MTWTF 12-12:16 pm; WAAB (Worcester) STANDARD BRANDS INC. N. Y. J. Walter Thompson, N. Y. Chase i Sanborn, Instant Chase & Sanborn Charlie McCarthy; Sun 8-8:30 pm; 143 NBC sta STEWART ft ASHBY COFFEE CO. CHI. Chi. Stewart's Paul Harvey News; Sun 10-10:15 pm est; WENR (Chi.) WAPPLES PUTTER CO, FORT WORTH White Swan Breaks; southwestern mkts THOMAS J WEBB CO. CHI Ivan Hill, Chi. Thomas J. Webb Forfign language e.t. spots. breaks- WSBC. WGES (Chi.\ WEMP. WFOX 'Milw.) JOHN H WILKINSCO INC. WASHINGTON. D. C Lewis Edwin Ryan, Washington Wilkins The Factfinder; WTOP (Wash.) WOODS COFFEE CO. ROANOXF V« H4C Blend of Melodv (e.t.): Tu 12:30-12:46 pm: WINC-FM (Winchester) t * COFFEE ON THE AIR {Continued from page 40) scheduled for a New York and Midwest regional brand. Proof of purchase is also becoming a standard request with regional and local coffee broadcasters who use quiz pro- grams. No matter how successful a show is, the sponsors are switching back to their pre-war habit of wanting to see re- sults in terms of actual sales. A success- ful program like Forbes Food Store Quiz (KXOK, St. Louis — sponsor, March 1947) during the war and the immediate postwar period did not ask for any proof of purchase with the questions sent in. When the program returned to the air this fall after a summer hiatus, listeners were asked to send proof of purchase, or the usual facsimile, with their suggested quiz questions. This hasn't cut down the number of questions. The prizes have increased. The mail has also. Awards like innerspring mattresses, radios, vacuum coffee makers, are sure-fire pullers. Another indication of what a quiz can do for a coffee is reported in a KXOK success story. The General Grocer Com- pany has used a telephone quiz in which the questions originate with the listeners. Somewhat like Tello-Test in formula, $5 goes to the person sending in the question and $5 goes to the person giving the cor- rect answer on the telephone when called. Each time the question goes unanswered both the sender and the person called have the opportunity of winning extra five dollar bills since that's the amount added daily until the person receiving the station's call comes up with the correct answer. One hundred thousand pieces of mail were received the first year. The quiz sold an amazing quantity of Man- hattan Coffee — this despite the fact that Forbes was also selling coffee on the same station, and that there are a number of other good stations in St. Louis. Folk music appears also to be program material that coffee lovers want to hear. As shown in the types of programs used by roasters, folk music represents in the SPONSOR cross-section 9.8 per cent of all programs used by coffee firms. In the South and Southwest, range and moun- tain music gather solid coffee-drinking audiences. Griffin Grocery Company of Oklahoma City reports, for instance, that it has consistently sold all the coffee (Polar Bear) it could produce using Cousin Jack Beasley's western music over stations KOMA in Oklahoma City and KTUL in Tulsa. While it didn't go over- board in promoting Cousin Jack it did ^^IBCing you". . . in INDIANAPOLIS The Top "Hoosieratings" Go to Live Talent Shows When it comes to radio listening in Hoosierland. the shows that earn the greatest ovations — and the most impres.sive sales results — are the programs planned, written, played and ]jro(luced hy the live talent staff at WIBC. For not only does Indianapolis' fastest grow- ing radio station have the largest live talent staff in town, but the faces on the towering WI1?C totem pole are the most familiar and most favored in Indiana radio. So to send Indiana sales soaring, ask your jolm Hlair Man for full details on WIBC live talent shows — cither ready-made, or specially tailored to flatter your ])roduct's sales physique. JOHN BLAIR & COMPANY WIBC NATIONAL REPRESENTATIVES 1070 KC 5000 WATTS BASIC MUTUAL The INDIANAPOLIS NEWS Station what {U\S& Time-Buyers see in WHBC's new coverage THE BEST BALANCED MARKET IN THE -^ UNITED STATES 318,440 Radio Families 50,540 Farms 1,791 Manufacturing Firms 21,019 Retail Stores 5000 WATTS DAY AND NIGHT ABC \ly ?.£' pRtSV KTV^^ 'R^ai" (kU' v^hbc CANTON, OHIO The Best Balanced Market in the United States DECEMBER 1947 4J use newspaper ads and singing commer' cials to direct attention to its programs and product. One objective of the national coffee association at present is, among others, to hit the young married market, the age group under 35, since only 16 per cent of this group are said to be consistent coffee drinkers. However, this campaign has not as yet influenced coffee roasters and merchandisers to any great degree. There are very few programs on the air directed to the young marrieds and the 20 30 age group. The Coffee Advertising Council feels this is a virgin market and must be tapped. Peak drinking is in the 40-tO'45 age bracket, although one-third of the 35-40 group are also supposed to be three-meals-a-day coffee drinkers. Indicative of the fact that "taste" is not the conclusive factor that it's sup- posed to be in coffee preferences is the fact that Chicago, long rated as a "heavy roast" market, i.e., a user of the dark- roasted bean instead of the light, changed to a light-bean territory when Hills Coffee invaded the market and refused to accept what local roasters claimed, that the Windy City insisted upon heavy coffee. Cliicag^o's IS T 0 P S spot on the dial — 560 k.c. circulation buy — according to Hooperatings. in music, in news, in sports. studio facilities — new in the Wrigley Building. in public service features. in national spot billing. station choice — for maximum returns per dollar. Of the three truly national brands, the A&P group. Maxwell House, and Chase & Sanborn, the latter two have used broad- casting consistently and the former haven't used the air to any extent since 1936 when they sponsored Kate Smith. Maxwell House is rated as the first big national brand. They've used broadcast- ing since 1932 when they presented the Maxwell House Concert over NBC. Since that time they have had a parade of notable programs and a few bloomers. Their radio calendar looks like this: Program Web t>ates Maxwell Mouse Concert NBC Jan Mar '32 Tune Blenders CBS Mar -Jun "32 .Showboat NBC Oct •32-Oct "37 Good News NBC .Nov '37-Oct '40 Kale Hopkins CBS Oct '40-Apr "42 Coffee Time NBC Nov •40-Sep '43 Topper .NBC Aug •44-.Sep '45 Thin Man NBC Sep '44-Sep '45 Burns & .\llen NBC Sep '45-(current) Second Mrs. Burton CBS Jan '46-Mar '46 Wendy Warren CBS Jun '47-(curTent) Of these programs the Maxwell House Showboat is perhaps the best-known. In- spired by the great Broadway musical show of the same name, at first the cast was headed by Charles Winninger, also from the Broadway cast, as the lovable Captain Henry. Later (in its decline) it became a vehicle for Lanny Ross. Show- boat is rated as having done more for Maxwell House than any other of its programs, although some of the Maxwell House Coffee Time shows, the title being an omnibus tag which has included a number of formulas, have had great fol- lowings, especiall\' the Frank Morgan series. General Foods did more promotion foi its Showboat than it has for nearly an> other program except for the premiere of its Good News, which was the first net- work program in the $25,0O0-a-week- talent-budget class. This was, at the out- set, a package sold by Metro-Goldwyn- Mayer and broadcast direct from the MGM lot. It was the greatest all-star clambake that radio had heard up to that time and MGM bowed out soon after the first few programs. However, to intro- duce it, General Foods used huge space and pla\cd up all the great MGM names scheduled. It could have been great. It was a gigantic bust. Out of it, however, grew a number of programs that General Foods has carried on, like Baby Suooks, its Frank Morgan opus, and others. General Foods' record of successful vehicles for Maxwell House as well as for Sanka and Postum rates an industry blue ribbon. It has backed ver\- few lemons. There were of course McGarry and His Mouse, Tuv on a Clue, and Kate Hopkins, {Please turu to page 00) 44 SPONSOR siped and unsigned Ad Pe^iianHel QUcuu^ NAME FORMER AFFILIATION NEW AFFILIATION A. D. Adams John W. Burgard H.'J. Col ton C;. B. Hensen Jr. Harry G. Kebel I). D. Knowles Robert S. Lord A. Louis Read Richard G. Rettig Hickey-Murphy-St. George, N. Y., acct exec Brown & Williamson Tobacco Corp, Louisville, asst adv mgr California Fruit Growers Exchange, Calif., chge natl sis Ontario, Diamond Iron Works, adv mgr St. Claire, Detr., acct exec WWL, New Orleans, comml mgr Whitehall Pharmacal Co., N. Y., adv mgr Air King Products Co Inc, N. Y.. adv mgr Same, adv mgr Blatz Brewing Co, Milw., adv, sis prom, mkt research dir Same, adv, sis prom mgr Harriet Hubbard Ayer Inc, N. Y., adv mgr .Schaefer, Minneapolis, sis proin, adv dir National Pressure Cooker Co, Eau Claire, Wis., adv mgr Wembley Inc, New Orleans, dir adv, sis prom Same, vp DECEMBER IV-iT ^■J■^/^^.yJy|>l»..^..■.^^ny^AJyJV>y^>ll^JJ^^A^.^yVJ^A^W>JIIIJJJ^^V^^^^J^^JW^^'.Wj■'^*^''J'^A^■'V.V'.V■^^.W. JU Jlln.WJkJiJJ ■ ■ V J V COFFEE ON THE AIR {Continued from page 44) which were valiant tries but not audience- getters. Sanka's greatest contribution to broad' casting history was We, the People, which it sponsored for four years. Standard Brands, for its Chase & San- born Coffee, broke into radio almost as soon as SB came into being in 1929. Like Maxwell House, it started with a musical ensemble. C&S had a choral group from September 1929 to September 1930, right at America's great headache time. Its first great success was Eddie Cantor, who sold Chase & Sanborn Coffee for five years, at the end of which Cantor decided to bow out for greener sponsorship. The Chase & Sanborn timetable looks like this: ProCram VVcb Date <;horal Orchestra NBC Sep '29-Sept '30 Eddie Cantor NBC; Oct •29-Dcc '34 Rubinoff (and Chevalier) NBC Summer '31 Opera <;uild NBC Dec '34-Mar '35 Major Bowes NBC Mar '35-Sep '36 C; '37 .\mechc-Bcrgen NBC May '37-Dec '39 Berften-McCarthy NBC Jan '40-(current) Open Door NBC Jun '43-Jun '44 CBS They also have a record of which to be proud, except for one trouble producer, Good Will (Murt, which was forced off the air due to pressure of bar groups, and Opera Guild, to which no one seemed to listen. Their one attempt at a daytime serial, The Open Door, stayed for a short time on NBC, shifted to CBS and then went off the air in June 1944. It's nothing of which they're proud. However, any line-up that includes Cantor, Bowes, and Charlie McCarthy, all at their peak, is something of which any sponsor may well be proud. It's a credit also to J. Walter Thompson, which has had the account all along, and the agency's radio vp John Reber, who has lived with the account from the start. Radio is also credited partly with the upsurge of public interest in instant coffee, although there's no question but that the war-inspired increased produc- tion of the concentrate is primarily re- sponsible. Having developed the facili- ties to produce instant coffee the industry naturally wanted to see if a market could be created for it. Instant coffee is not, of course, a new or a war-bom product. Both G. Washington and Barrington Hall survived World War I, although neither is among the first three today. Today's national leaders are big users 365 QMS A YEAR.' lowas l\vin markets — rural and urban — give you a bonus "present" every day ^\ith the highest per capita income in the U. S. A.! There's always a holiday buying spirit in Iowa's twin markets where listen- ing to WMT is a habit 365 days a year. (Just as it has been for a quarter of a century.) .'Vsk the Kat7 man for details. ■ <'«S>«i''>&*QC^'^. '. _ WNA'SS-N. *:v\"N WMT CfOAR RAPJOS Th* Station Built By Loyal Listinar- ihip . . . Now in itt 25tk Yaar! BA»C COlUAUfA NITWOHK SOOO wottt 600 k. c. Day and Night of broadcasting. In sales rank, Nescafe is first, Borden's second, and Maxwell House third. Nescafe is using the Paul Whiteman Club (ABC). Borden's was introduced on County Fair and that pro- gram for one year represented almost the entire advertising for the product. Such, however, was the program's impact that it brought the product up to second place. Chase & Sanborn also have their instant coffee on Charlie McCarthy and in tele- vision and theirs is one of the six brands of soluble coffee which most food mer- chandisers feel will survive. These six which will remain (unless something un- foreseen by coffee men at the present time upsets the bean cart) are: Nescafe, Borden, Maxwell House, G. Washington, Barring- ton Hall and Chase & Sanborn. Coffee men point out that the big problem is to deliver an instant coffee which tastes, to the coffee-drinking pub- lic, the same as their regular brew. That's why instant brands (except Nescafe) on the air stress, besides the convenience, that theirs is real coffee. In the most recent market surveys con- ducted by leading local newspapers and radio stations in eight markets, Maxwell House has the lead three times, Hills four times, and Butternut once. The top three according to the surveys, and their percentages of the market, appear in the following order: Omaha Ist 2nd 3rd Butter- Folger's (33.3) Hills (9.7) nut (48.4) St. Paul Hills (35) Butter- nut (19.4) Indianapolis Folger's (18) Maxwell (23.4) Hills (13.1) Philadelphia PhoenU (8.4) Maxwell (26.1) Boscul (21) New York .\sco(11.8) Maxwell (27.2) A&P* (22) Sacramento Martinson (9.5) HiUs (34.1) MJB(13.8) Fresno Maxwell (13.1) Hills (32.8) MJB (18. .S) Modesto Maxwell (I8.I) Hills (32.8) Maxwell (13.2) MJB (13) *All Ihref brands The fight for the sale of the 4' 4 pounds that the average family buys a month is scheduled to be intensified. Nobody in the coffee field wants to go back to the time when Brazil to hold up the market had to dump thousands of bags of coffee into the ocean. The general feeling in the coffee field is that broadcasting can do the selling job. After all, it is credited with having made a major contribution to increasing the U. S. coffee consumption 66 per cent in the past 10 years. 46 SPONSOR TV COSTS (Continued from page 39) How-to-do'it selling is naturally better with sight and sound than it is with sound alone. The stakes are high in TV but advertis- ing executives feel that it will deliver a sales miracle for the men who really study how to use it. WHY SPONSORS CHANGE (Continued from page 16) is to tear apart a radio program. Nevertheless when it comes to closing, it's seldom that a contract is signed with- out the advertising agency's suggesting a complete campaign. Probably less than one-third of advertising agency changes are consummated without a campaign outline. In most cases these campaigns are paid for by the prospective clients. Very few important agencies at present record programs or do finished art for an advertiser on spec. Lesser agencies may go all out to land new business and fre- quently invest as high as $25,000 on a presentation and suggested campaign. Advertisers who have these presentations made to them know that if they "buy" the agency they'll actually pay for the campaigns in some way or other. Twenty-five per cent of all agency changes are accomplished without a pre- sentation's being made. These come about generally through a "suggestion" by a major stockholder or financial inter- est in a firm to a top corporate executive that a change is called for. Such a note was written by the president of a motor firm to the key executive of a radio manu- facturing firm in which he had a sizable financial interest. The note read, "You old , give the bearer of this note your advertising account." When Major Bowes sold Chrysler his Original Amateur Hour he asked the motor man through what agency the business should be placed. Chrysler told Bowes to select his own since he'd have to work with it. Bowes in turn asked C, "Doesn't your son-in-law work for RuthraufF and Ryan?" C answered "Yes." Bowes then said, "Why not keep it in the family?" Which explains why R&R billed a good slice of the Chrysler advertising budget for a number of years. Full page advertisements in the New York Times, when they had something to say, have been known to swing accounts to the agency that used the full page. Erwin, Wasey, following the financial crash of 1929, ran a full page headed Find the Sponsor whose station plays Santa Claus to its adver- tisers 12 months a year! hHe's the merry-maker who was smart enough to sign up with Rochester's new live-wire, up-and-at-'em station — WVET BASIC MUTUAL STATION ROCHESTER, NEW YORK 5000 WATTS 1280 KC NATIONALLY REPRESENTED BY WEED AND COMPANY PIONEERING SINCE 1942 • (Zn cdtaMiiJhed claim an the JCatiAOA CU^ Aitvcket • for availabilities write O. R. Wright, Sales Manager Porter BIdg., Kansas City, Mo. • E. L. DILLARD, GENERAL MANAGER ''^^ 1a *«»-** offices in Chicogo New York • Detroit Si. louis • los Angeles Son Froncisco JOHN BLAIR t COMPANY REPRESENTtNC LEADING RADfO STATIONS i*"*'*^'^*****'^ " DECEMBER 1947 47 SELL OUT OF CITY FOLKS IN THE SOUTH'S No. 1 STATE WITHIN OUR Primary+Area • WINSTON-SALEM • GREENSBORO • HIGH POINT 2.5 MV/M MEASURED SIGNAL 210,200 PERSONS $179,469,000 in Retail Sales $283,685,000 in Buying Income We Lead Day and Night in This Big Tri-City Market fd'-HM&-J BMB DATA FOLDER j:'?i~W Vjr-Z. (^ WINSTON-SALEM (^ THE JOURNAL-SENTINEL STATIONS NBC AFFIUATC Natiofial R*»r*s«iit«Mva HEADLEY-REED COMPANY "Now that the headache's over let's go to work." The direct traceable results of the page were millions in new billing for the agency. The first account to come into E, W through the ad was the Saturday Evey}ing Post. More recently, Deutsch & Shea, Inc., took a page to tell "A Truth About Advertising," and is presently a beehive of activity making presentations to new accounts. Accounts point out that it wasn't the use of full pages that started the flow of business in the case of Wasey or D&S but the ads themselves and perfect timing in each case. Sponsors' change of agencies inspired by newspaper or magazine advertising is less than 3 per cent of the annual turn- over of accounts. Advertisers like agen- cies to use space to sell the idea of adver- tising because most of these ads go into publications that reach stockholders and thus make it easier for advertising- minded executives to keep the moneymen sold on what they're trying to do. Space in Fortune and trade media is generally classified as "insurance" on accounts in the house. Despite the fact that most agency copy is apparently geared to straight selling . . . the straight selling keeps the business in the house sold. In a majority of cases advertising is a top-level matter with policy set by the board of directors. The board doesn't stop with policy either. In many cases the actual program is played for the policy makers in the board room and they make the final decision. This doesn't take the curse off a program that later fails to find an audience. The more posi- tive a corporate director is that a show is just right for his firm, the more he will blame the agency who suggested the pro- gram when it doesn't produce. Therefore programs that fail also have agency- changing repercussions. No matter who okayed the vehicle, when it bogs down a new deal is called for. Only the old-line agencies with plenty of director and stock- holder contacts have client relations that survive broadcasts that don't produce. Program stars have brought about agency changes in a number of cases. Before Bing Crosby signed with Philco there were four agencies that would have landed million-dollar-plus billings if Crosby would have signed with them. J. Walter Thompson's regaining part of the Ford broadcast account is directh' traceable to its being able to deliver Fred Allen. When Jack Benny threw the blame for a declining Hooper on Y&R some years ago and left the agency, he helped Ruthrauff and R\an land a solid piece of the American Tobacco Com- pany's business. Bob Hope, Edgar • ••••••• A STAR MARKET o///,e SOUTH * The People Combined: 1,000,000 Urban only: 131,000 Johnson City. .34,000 Kinssport 33,000 Bristol ; 30,000 Elizdbethton. . .20,000 GreenevilJe. . . 8,000 Erwin 6,000 * Radio Homes WJHL is the only full time regional station serving this dred. Thirty-tv^o BMB counties with 85,020 BMB radio homes. WJhlL is the "most listened to" in ten of its 32 BMB counties. * Buying Power Highest income bracket group in South. Richest and most thickly settled rural communities in South. * Industry Plastics Textiles Bookbinding Hardv^ood flooring Hosiery Rayon Silkmills Furniture Foundries And many others * Agriculture Tobacco: 100,000,000 pounds sold annually Beans: World's largest market Dairy Poultry Livestock * Tourists Heart of TVA recreation area. Gateway to Great Smoky Mountains. John E. Pearson Co. — Reps. 910Kc Ml. I H I 5000 WaHs Johnson City, Tennessee ABC Full Time • ****•**■ 48 SPONSOR DAVENPORT, ROCK ISLAND MOLINE, EAST MOLINE Only woe delivers satisfactory year-round NBC service to the Quad-Cities . . . the largest metropolitan area between Chi- cago and Omaha, and between Minneapolis and St. Louis. Approximately 218,000 people work and live here . . . make it the 40th retail market in the nation. 5,000 Watts, 1420 Ke. Basic NBC Amiiale B. J. Palmer, President Buryl Lottridge, Manager Bergen, Fibber McGee and Molly, Walter Winchell, and a number of other stars whose programs regularly make the Hooper "First Fifteen" all are in the posi- tion of being able to move an account from one agency to another. When The Great Gildersleeve was lifted out of the McGee program family, the Needham, Louis & Brorby agency landed part of the Kraft Food Company account with the program built around the character. While, as indicated before, accounts that are brought to an agency through a new program can also be lost to that agency through another program, NL&B has held the Kraft business all along and ex- pects to continue to hold it as long as Gildersleeve continues to entertain an audience. One great danger agencies face when a new program is sold to a client or brings in a new account is keeping the client sold on the vehicle while it's attracting an audi- ence. As indicated in sponsor's report on Johnson's wax-selling on the air (January 1947) Fibber McGee and Molly at the out- set was no ball of fire. If it hadn't been for agency partner Jack Louis' unique position with the S. C. Johnson Company sponsor, it is very probable that the agency would have lost the account and Fibber would have had to look for another bankroller. It's possible that the team would never have reached the top. Some accounts stay with agencies re- gardless of program or campaign. For the most part these are accounts which have interlocking directorates or where there are mutual financial interests in agency and account. These latter are not neces- sarily house agencies, which by agreement are forbidden to collect the usual 15 per cent agency discounts on business placed for their owners. No one is surprised that Coca-Cola stays put at D'Arcy, Listerine at Lambert and Feasley, Vick Chemical at Morse International, Barbasol at Erwin, Wasey, General Mills at Knox Reeves, Campbell Soup at Ward Wheelock, or Bulova Watch at Blow, to mention a few account-agency faithful twosomes. Such accounts are in the minority. There are a number of other accounts which stay with their agencies for a long time, or travel with their account execu- tives from agency to agency (like Conti- nental Baking which traveled from BBD&O to Benton and Bowles to Ted Bates with Ted Bates, who was its ac- count executive before he opened his own shop). Solid service and close personal and business friendships between com- pany and agency executives cement (Please turn to page 56) GIVOT "THE AMBASSADOR OF GOOD WILL" i LOOKING FOR SOMETHING NEW IN RADIO SHOWS? HERE IS A SHOW THAT IS NEW AND DIFFERENT! A OUARTER-HOUR OF LAUGHS, SONGS AND GOOD WILL feoturing the inimitoble style of George Givot FIFTY-TWO OPEN-END OUARTER-HOUR TRANSCRIBED PROGRAMS C. BRUCE KNOX Radio Productions FAIRMONT HOTEL - ATOP NOB HIU SAN FRANCISCO 6 CALIFORNIA YUkon 6-0224 DECEMBER 1947 49 No. 4 in a series , tough -minded examination of 1947 radio values shows that CBS is the most effective networic CBS leads all other networks in delivering actual audiences at lowest cost to advert i>er-. CBS achieves this effectiveness by means ot superbly balanced facilities and completeness of coverage combined with CBS' ability to provide advertisers with programs that simultaneously win large audiences and deliver outstanding radio values. CBS does this with a "Package Program" operation unmatched in network radio. For example: "My Friend Irma" and Arthur Godfrey's "Talent Scouts". . . both CBS-built, CBS-produced . . . both in their first sponsored season . . . are ranked by NRI among the top-audience shows in all network radio. And along with this . . ."My Friend Irma" ranks third, "Talent Scouts" fifth, in number of homes deliveretl per dollar. The reasons why CBS is able to supply such performances for its advertisers are factually summarized in a new study. To see the study . . . And to get the utmost in radio values . . . SEE CBS... THE COMPLETE NETWORK December 1947 ^^y SUNDAY MONDAY TUESDAY VkfEDNESDAY THURSDAY FRIDAY SATURDAY ■i .|:Ihih;k^;,i:k« l;fH n:I*^if,'lif:i;I^I:lI«»^;^l,'|:«:i:IJII:l«^;^«:i:K*.|:lJM:l«H;«,'.l:|s«:i:IH l:|:!»^l»^:^l',lii:i:M l.lI<^:HI'.l:{^i:i:I^ 0,t.n R«