Sponsor (Oct-Dec 1962)

its rep spent a year in planning, programing, and producing a new market entity known as Flint-Bay City-Saginaw. Using available research data that proved the new market concept, they prepared a presentation that sold the market and the idea, that gave it a middlethirty market ranking, that neither lapped the competition nor overplayed the WJRT-TV call letters. They sold the idea that Flint-Bay City-Saginaw was an important market that it could only be covered effectively and economically from within the market. According to HR&P's Jim Parsons, "The BAR studies show that the concept was sound. In two years it has meant an increase of 41% in the number of national spot advertisers." The recreated market as developed by WSAZ-TV in CharlestonHuntington, West Va., and The Katz Agency. They were plagued by a West Virginia address and a political campaign that had tarred the state as a depressed area laden with unemployed miners and hampered by a warehousing situation which credited sales in its fourState area to four different distribution centers. With two dozen heavy industry plants in its coverage area, with $150 million in plant expansion and $33 million in new plant construction the station renamed its area as the SUPERmarket, documented 2 million people, a four billion dollar payroll, and a 30th market ranking that delivered a flock of fresh national dollars. The combination market approach, as developed by several reps and stations, has brought new national billing into more than one market. In Alabama, for example, Birmingham and Mobile are the major market buy with Montgomery and Dothan rated as fringe markets in the past. Now the combination of WCOV-TV in Montgomery and WTVY in Dothan, when offered as a supplement to Birmingham and Mobile and documented to show greater coverage and penetration, has brought in new business. There are many variations of the Three examples of how stations attract new spot dollars to lower-rated markets 1. Recreate a market \\ s. \Z I V developed a phis by in reating itN market. With much ol West Virginia a depressed an .i ilns si ,i i i o n developed, documented and sold .i SI Tl Kin.it ket in>i\ Ii.im (I on heavy industry, many people and big payrolls 2. The local contact WMTW-TV, Poland Spring, Me., spent a yeai contacting, cnltivating and working with food and drug brokers, retailers and chainstores in its area. This pup aration has upped national spot billing 300% in just four short years P S ttr fi-Qf* 7 j ! ^ . 1 ( ^ < J /, [ i 101 L53 ryJ" ft s»v***> _^T^ WMTW-TV VG8H-TV There are TV covers 53. 101 All A & P i 101. Tl lit lets in the 54th market ic local Portland stations WMTW COVei onl\ 's/ market 'st market <st market sf morkc, 'si market \st market •st market ->st market '■st market jst market nst market ssf market est market est market est market est market est market test market 3. Develop a test market W \sl l V developed a plus by building a test market story thai brought national spot business i" W.uisaii. Not every market has the ingredients essential to a test mar ki i sioi\. and ii iv not easy to build, Inn il it can be done it pays oil SPONSOR/ 1 OCTOBER 1962 31