Sponsor (Oct-Dec 1964)

ictivities exemplify how air media nd pleasure boating can profitably ruise together. Thanks to Boating Broadcasters, combination of good music and fOmprehcnsive boating lore, a host (f Houston sponsors have "gotten heir feet wet" and are delighted to le in the commercial swim. They lave found the program to be an deal water-borne vehicle for reachng the area's affluent aquaphiles, stimated at 50,000 "hands." These sailors" have an average income xceeding $10,000 per year, contituting a $500-million consumer narket. Reflecting the nautical as well as ■he consumer profile of the audince, sponsors offer a cross-section )f products ranging from avocados o yachts. Boating Broadcaster, afloat seven lays a week for a total of eight and )ne-half hours, is in the capable pnds of host Bill McDougall. The Program was carefully built as a ship of sales" during its first 10 veeks on the air; before its third nonth had begun, advertisers began equesting participations and spot ichedules. At the start, there was little in narine broadcast history that the tation could draw upon. "We had 10 precedent or 'track record' to ollow," skipper McDougall recalls, hinking back to last February vhen the program first broadcast. "If we had tried to sell the show rom its inception, all we would lave had to offer was 'blue sky.' ^ow we are able to pitch positive ichievements for the advertiser and he audience." McDougall, who has earned his eputation as a boating authority, iffers various nautical fare during in-air hours. In addition to news md safety information, he reports [local and regional boating events, interviews local and visiting boating personalities and consistently promotes the "good life afloat." As a prime facet of his "sell," McDougall offers sponsors personal representation in the field. These terra firnui activities involve hours jspent as a public relations man for 'the advertiser, including personal appearances at sponsor promotions, participation in dealer meetings and sitting in on merchandising-promotion planning. For example, the California Avo cado Advisory Board recently used a heavy spot schedule as part of its annual sales campaign. McDougall conducted an "avocado recipe contest" for his distaff listeners; oversaw a pre-teenage "regatta" at a hotel pool and made appearances at local supermarkets, answering queries and distributing boating literature. The success of similar sponsors emphasizes that even land locked advertisers are profitably sailing. Sinclair Sales Co. is selling twice as many portable "hospitality bars" and lawn furniture products since it initiated its schedule on Boating Broadcaster. Sponsor Richard M. Sinclair admits that at the start he had doubts that boating radio could do the job. "We ascribe our sales increase solely to Boating Broadcaster," Sinclair says, noting that he is considering an ROS schedule. Nassau Bay, a local residential developer, is using the show to reach boat owners with above-average incomes. Other sponsors include a local restaurant, and a soft drink distributor who is alert to the fact that thirst can be especially keen on water. The station has yet to attract national advertisers to the show, but hopes to count several aboard within the near future. Those seafaring sponsors considered "naturals" for the program not unexpectedly include top names in the boat trade. Most are now on long-term commitments, having signed one-year contracts. Among them are Johnson Motors, Mercury Motors, Chris-Craft, Gulf States Yachts, Hatteras and Pacemaker Yachts. All, significantly, are newcomers to radio. Typical of this contingent's view of program participating is the praise expressed by Chris-Craft's Houston sales manager: "More and more people are coming into our showroom to tell us about the broadcasts. We are making a lot of new friends by participating, and we're dispensing much needed knowledge about safety, handling and maintenance of boats." A spokesman for Houston's Aylin Advertising agency attests, "It is more than mere coincidence that our client. Gulf States Yachts, is having its best sales year." Alston P. Cameron, agency vice president, also applauds "collateral merchandising benefits" that his client is deriving from the promotional activities of skipper McDougall. In addition to the obvious advantages of the unusual format, sponsors can also employ programs of this sort to seine in other added features : • If the show is slotted in early morning (as Boating Broadcaster is), the advertiser likely lures the shave-and-breakfast set as well as many early drivers. • Usually somewhat tentative during their first months on the air, such programs likely offer a wide variety of buys. A KXYZ advertiser, for example, can select from 30-second or one-minute spots; boating tips with their one-minute commercials; 5-, 10 or 15 -minute segments of the program, or even participations within such segments. Like the average tank of tropical fish, there's something to interest just about everyone. • Another strong point that such shows can offer the sponsor is prestige. Frequent appearances on the program by people known for their contributions to boating have quickly upped the KXYZ program's status and repute. And the format calls for "helping" the boater, not deceiving him — with obvious correlations in terms of advertising messages. Really helpful aquatic instruction and advice delivered by authorities from U.S. Power Squadrons, the Coast Guard Auxiliary, the Marine Division of the Sheriff's Department and the Red Cross don't at all hurt the related impact of, "Now for a word from our sponsor . . ." • Such boosting also occurs in the social realm, an important kingdom within Neptune's contemporary province. Flag officers and key members of leading yacht clubs and boating organizations can lend enormous prestige via program appearances. In short, the boating format seems to have the right program ingredients for a station in the right geographical area. In other marine locations, sponsors might also find this fare the right vehicle for attracting the right consumer — i.e., an affluent and highly interested audience. ♦ November 23, 1964 47