Sponsor (Nov 1946-Oct 1947)

Monthly Tabulation of Advertising by Categories AOVEMItEIC: W 7 COMPET] I K)\ nevt buy words, and iiu fa< i thai old tirrn iki Bulova and Benrus corn< red bt si spol time tations, are major us why watchmakers are seeking a program way to sell time. But it's nol alone because choice station break availabilities are few and far between that manufacturers are turning toward qi « vays. Years of consumer watchdentification with Bulova and Benrus time in the air is a potent factor making watchmakers think of new air ways to sell. Ad-councils of tour sponsors in the field agree on time-tested, popular formulas, hut with a different formula in each case: quiz show, news and sports, popular songs, and music. There is in these and all cases, even Bulova. a willingness to experiment. A one-time shot doesn't usually pay oil. It lacks the snowball effect of repetition. But tin Elgin Co. sells it tim< p with a terrific impact on two CBS air parties at Thanksgiving and Christmas. The Elgin, a traditional American watch, is tied in as a part of the American tradition of which these two holidays are a part. Longines-Wittnauer, plugging the Longines as "the world's most honored watch," achieves recognition of its advertising claim with transcriptions of "the world's most honored music," conducted by Michel Piastro. It impressed the idea in a recent series "The World's Most Honored Flights." Use of television — adding eye — to earappeal — is frankly experimental. TV time signals thus far reveal no new approach Ad-men through TV time signals are hedging against the day when more sets are available. Beauty and accuracy still have basic ear appeal. But the war and G. I.'s have made new buy words — sweep secondhand, waterproof, shock-proof cases im|)ortant. The air age has called for words with airways. Once the punch was delivered by"railroad time." Now it's "Clipper (lights, timed by Gruen." Nearly all air lines have a watch tie-in. Swiss watchmakers are gunning for our markets. And ad-men of war-br;rn domestic firms are planning to try the air way of selling. They hear the bywords on the air today as the buy words of tomorrow. SPONSOR AGENCY PROGRAMS SPOT TV Benrus Watch Co., New York J. D. Tarcher, New York News and sportcasts on about 1 0 stations Time signals on about 100 stations Time signals 1 0-1 5 limes weekly on WNBC-TV (NBC) New York; WCBS-TV (CBS) New York Bulova Watch Co., New York Biow Co., New York Time signals on more than 250 stations. Masterpieces in Miniature (1 min. transcriptions). Used by jewelers on more than 300 stations Time signals on WNBC-TV (NBC) New York, Mon. and Thurs. Elgin National Watch Co., Elgin, III. J. Walter Thompson, New York Two Hours of Stars. On CBS Christmas and Thanksgiving Spots on WNBC (NBC) New York 4 times weekly; WCBS-TV (CBS) New York twice weekly; WABD (DuMont) New York twice weekly,WPTZ (Philco) Philadelphia 4 times weekly; WBKB (Balaban & Katz) Chicago 3 times weekly Gruen Watch Co., Cincinnati, Ohio McCann-Erickson, New York Harmon Watch Co., New York Lester Harrison Inc., New York Kiernan's Corner (news), WJZ New York Mon. thru Fri. 6:06-6:15 pm Time signals on 67 stations in major markets Harvel Watch Co., New York A. W. Lewin, New York It's Harvel Watch Time. ABC, Sun. 1-1:15 pm. Started Sept. 15 for 52 weeks Spot announcements on 3 stations Helbros Watch Co., New York Wm. H. Weintraub 4 Co., New York Quick as a Flash. MBS, Sun. 5:30-6 pm. Started Sept. 1 tor 52 weeks Longinei-Wittnauer, Watch Co., New York Arthur Rosenberq, New York Symphonette (30 min. transcribed musical show). On about 1 50 stations Time signals on very small number stations Time signals on WABD (DuMont) New York, TWT9:30 pm Rensie Watch Co., New York Weiss & Geller New York Flight With Music (15 min transcribed show with singer Marian Hutton and guest singing stars each week). Current on 30 stations Waltham Watch Co., Waltham, Mass. N. W. Ayer & Son, New York Time signals on WNBC-TV (NBC) New York, Fri. 8 pm, before and after main boxing events at Madison Square Garden, WABD (DuMont) New York, time signals TWT 9 am, WPTZ (Philco) Philadelphia Wed. sign-on, sign-off