Sponsor (Apr-June 1959)

DEAR MISS FREELOADER ^ Texas radio station owner rebels against efforts of energetic publicity gals to get commercial plugs for free ^ Tells Ruth, Jane, Bette, Amy, Ellen, Mary and Kay he'd love to carry cyour wonderful copy1 at card rates 7^? 7^£c? qj ike frfo/t^ &<?tx//M/&jfc BEN LUDY Wichita Falls, Texas June 9, 1959 .M.B3 S. Ruth Pepper 3U Madison Avenue N'ew York 17, New York Dear Miss Pepper: I have noted with interest the material that you sent for "Immediate Release*' in behalf of Coets Cotton Squares. |l am attaching herewith our Rate Card as well as our measured contour map which shows the immense area in which KWF? conld promote Coets on a legitimate advertising basis. The material you sent is strictly commercial, and under no circumstances would I allow any of our air salesmen to use this. I foel sure you will understand our position ir. this matter, and T hope to receive instructions from your advertising agency so that we can use the splendid material that you sent us on a commercial basis. PHONE 723 418' TWX 8364 Cordially yours, NORTH TEXAS RAHTO,, IPC, *•• President !t Oeneifal Manager J POLITE BUT FIRM reply by station manager Ludy was one of six sent out within the space of two days to eager beaver p.r. people who are hounding stations with free plug "releases KSt-n I.iiiK. president and general manager of radio station KWFT, Witchita Falls. Texas, is a patient soft-spoken man with a pleasant southwestern draw I. But he's as stalwart as Sam Houston, as dead-eyed as Davy Crockett, when it comes to defending the rights of hard-pressed radio stations who are being swamped these days with requests for free commercial time. Almost invariably these requests come from well-meaning, well-mannered publicity girls attached to New York firms, who seem unable to distinguish between straight commercials, and freeloading plugs. Recently, within the space of two days, Ludy fired back no less than six replies to six different p.r. lassies. Ludy answers each request individually— and with courtesy, firmness and pith. Thus to Bette Jane McCabe of Theodore R. Sills & Co., New York, he wrote. "I read with interest the commercial copy that you sent us in behalf of the California Strawberry Advisory Board, and I certainly would welcome an opportunity to work for the Strawberry Advisory Board on a legitimate advertising basis ... 1 suggest that you instruct your advertising agency to issue a commercial order for one of our high value packages and then we could go to town selling strawberries. ' To \m\ Blaidell, who pushes Helena Bubenstein's Bikini suntan cream, he said gallantly, "^ our 'news release' was a very, ver) clever radio commercial, and we must treat it as such." To Ellen Santonstall of Pan\merican Coffee Bureau, who offered an "exclusive release" for Wichita, he pointed oul there are "4,733,000 persons in k\\ FT"s area who can be reached b\ legitimate advertising." To {Catherine R. Smith of the National Canners Vssociation, who plugged Summer Fruit Cup. Zipp) kidne\ Beans and I ' i-h Salad Sandwiches, he said. "\\ c look foward to an order so thai we can use these fine commercials." Marj Pearl of Heublein Inc.. got a polite assurance that "we would certainl) like to work fot Heublein," along wiih a rate card. Stout fella, Mi. Ludy. Congratulations From your industry friends. ^ SPONSOR 27 ji me 1959