Sponsor (Oct-Dec 1962)

co told the story of the free election of the U. S. President. AMF International brought the complete 16th General Assembly of the UN to the world in Spanish and English and for this AMF and WRUL were cited by Pea body Award officials. RCA International sponsored John Glenn's orbital flight, Alan Shepherd's first manned rocket flight, and the proceedings of the American Medical Assn.'s Congress in New York. Audience facts. "And the thousands of responses these companies received testify to their enlightened efforts," Brent said. "I remember particularly the letter from the listener in Ghana who said, 'You have made me a delegate to the UN.' ' The question uppermost in minds of potential sponsors and their ad agencies: how much of an audience and what type of audience tunes in this short-wave station? When this query is propounded, Brent has ready answers, but not international ratings, because there are none. What Brent and his colleagues have come up with is a staggering array of literate fan mail and thanks for the job done by WRUL's five transmitters sending forth hundreds of programing hours each week from Scituate, Mass. What some advertisers are not aware of is the remarkable fact, says Brent, that WRUL is the only daily advertising medium which reaches two-thirds of the world and that it is indeed a private Voice of America, albeit a stalwart voice carrying the commercial messages of American business. Government limitations. Brent recognizes the numerous advantages of a Voice of America, under government guidance, but he is also fully cognizant of the limitations confronting a governmentowned station or stations. "The Voice of America is an arm of the State Department," Brent said. "It is not an arm of free enterprise — it cannot tell the story of business. For the story of business is a partisan story — it is a private story. It can only be told by business itself. That means you and me. We cannot expect anyone else to tell that story." Brent has, time and again, urged international advertisers of this land to advertise more in foreign areas. He feels that U. S. advertisers are being out-advertised twoto-one in foreign publications. Brent contends that American firms, whose products reach out beyond the seas, should advertise their companies and their philosophies, their practices — and not merely their products. Selling democracy. Constantly, Brent is selling the doctrine of democracy and emphasizing how vital it is to get that message to large sectors of the globe that are still illiterate. Last week, in addressing a group ol admen in New York, he said: "If advertising can sell people on keeping clean, on being well fed, or being well groomed, well clothed . . . il advertising can generate contributions to eye banks, if it can cause people to contribute to United Funds loi the welfare of the community, i! it can get people to take polio shots, if it can bring people to the polls on election day, if advertising can do all these things, it can sell soap, and it can sell freedom, too." ^ YOU'RE ONLY HALF-COVERED IN NEBRASKA IF YOU DON'T USE KOLN-TV/KGIN-TV! AVERAGE HOMES MONDAY THROUGH SUNDAY March, 1962 ARB 10:00 P.M. KOLN-TV/KGIN-TV 69,200 Omaha "A" 59,100 Omaha "B" 52,700 Omaha "C" 42,200 • • . covering a bigger, better Lincoln Land There are two top TV markets in Nebraska. Miss the big, rich area called Lincoln-Land and you'll miss more than half the buying power of the entire state. Lincoln-Land is now rated the 76th largest market in the U.S.*, based on the average number of homes per quarter hour delivered by all stations in the market. The 206,000 homes delivered by Lincoln-Land's KOLN-TV/KGIN-TV are essential for any advertiser who wants to reach the nation's most important markets. Ask Avery-Knodel for the full story on KOLN-TV/KGIN-TV— the Official Basic CBS Outlet for most of Nebraska and Northern Kansas. • 4RR Rankin: SPONSOR/5 NOVEMBER 1962 69