Broadcasting Telecasting (Apr - June 1951)

WAGE Syracuse was the scene of a sales meeting attended by station executives and representatives of the 0. L. Taylor Co. New York and Chicago offices May 5. Playing host was William T. Lane (seated, second r), WAGE general manager. Seated (I to r) Stuart M. Kelly, William T. Rich, Bates Halsey, Lloyd George Venard, Irvin Gross, 0. L. Taylor Co. New York office; Mr. Lane; Aaron Beckwith, WAGE general sales manager. Standing — Lloyd Walsh, merchandising manager; Jack Drisko, production department; Carl Silfer, musical director; Lou Parmentier, sales staff; Don Langham, chief engineer, all WAGE; Robert J. Feihel, Taylor Chicago office; Gordon Alderman, program director; Truman Rice, production department; Art Knorr, sales staff; Peg Morris and Norma S. Lane, sales and executive secretaries; Olga Guercio, continuity writer. RETAILER SALES Neubert Cites Radio's Pul! The The latest Pulse of Birmingham proves once again that WAPI news is hot news for advertisers. It shows that WAPI broadcasts eight out of the top ten news programs, day and night. Monday through Friday.* best Best is the word for WAPI news. And for WAPI's star newscasters. Newsmen like CBS' Edward R. Murrow (12.9 rating) and WAPI's Lionel Baxter (9.0 rating, 5:30-5:45 p.m., Monday through Friday).* news News and more news is what Alabama listeners demand. Which makes WAPI news great news for you, too. Because all Alabama is booming with new industry and loaded with spending money. in In cases where WAPI quarter-hour news shows compete with other local programs, Pulse shows WAPI news always gets a higher rating. You get a bigger audience (more customers) when you choose WAPI news.* Alabama Alabama-bound advertisers who know a good buy when they see one should look in on WAPI and get the news. For complete details and availabilities, get in touch with the nearest Radio Sales office or... * Pulse: Mar.Apr. 1951; Mon.-Fri. WAPI "The Voice of Alabama" CBS in Birmingham Represented by Radio Sales Page 40 • May 21, 1951 RETAILERS who don't use radio are losing "a substantial volume of business" which they could pocket neatly through intelligent use of the aural broadcast medium, H. Norman Neubert, merchandising manager of NBC's Owned and Operated Stations Div., told a Merchandising and Management Conference at the U. of Maryland last week. "Radio has proved that it can pay its way in sales," Mr. Neubert told a Monday afternoon session, citing case histories to demonstrate radio's sales pull. Referring to the more than 100 studies conducted by The Advertising Research Bureau Inc., independent research organization of Seattle, which conducts point-ofsale interviews to measure the relative effectiveness of radio and newspapers, he said: "The ARBI studies showed that 55 out of every 100 customers were drawn into the store by advertising; 25 of these 55 were attracted by radio, 22 by newspaper and only eight were influenced by both media. That would indicate that with only eight customers reached by both media there is comparatively little overlap between the store's radio and newspaper markets." In the tests, Mr. Neubert pointed out, the stores allotted equal budgets to both media. "The retailer who uses newspapers exclusively is automatically losing out on a large slice of his potential market; he is missing completely those people who are influenced strongly by radio and little or none at all by newspapers," he said. "By using the beamed program technique and spot saturation campaign on radio, a store can reach groups of customers, many of whom normally would never see, let alone read, the store's newspaper advertising." Comparing the various media's places in customers' leisure-time activities, Mr. Neubert said: "Only 25% of the population reads a magazine each day. In the case of both radio and newspapers, a daily circulation of approximately 85% is the norm. Newspaper reading accounts for 58 minutes daily in the average home. Radio listening accounts for four hours and four minutes. "And the radio figures do not include out-of-home listening or secondary set listening within the home. Out-of-home listening, according to a recent survey, would increase radio listening figures by 20%. Your customers not only have radios, but they spend more time listening to their radios than they devote to any other activity." Cites Cases Among radio success stories he cited the case of Schuneman's in St. Paul, which sold $1,875 worth of china on the strength of three WDGY commercials costing $30 altogether. Steiger's in Holyoke, Mass., he pointed out, eliminated newspaper advertising for an annual sale and yet, using radio alone (WHYN), achieved a total sales volume within 6% of the preceding I year's sale. The circumstances of these | stores, and others which he cited, are not "different" from those of Stores more skeptical about radio, j Mr. Neubert noted. "The only dif I ference is the fact that these 'show 1 me' store heads have not recognized I radio as the powerful selling I medium that it is," he asserted. Similarly, he said, the ARBI test I cases which he cited are "typical" i rather than "exceptional": "The overall average results from the first 50 tests show that 25.6% of the customers who evidenced interest in the test merchandise were drawn to the store : by radio alone; 21.7% of the customers were attracted by news | paper advertising alone; 7.8% were influenced by both media, and 44.8% had miscellaneous other reasons for coming in to look at the test items. "In 72% of the tests radio actually out-pulled newspaper in the number of customers it produced per advertising dollar spent. In the balance of the tests radio ( Continued on page 89 ) THE BEST COSTS LESS See Centerspread This Issue ON THE AIR EVERYWHERE 24 HOURS A DAY WCKY CINCINNATI 50,000 WATTS OF SELLING POWER BROADCASTING • Telecastin;