Sponsor (Nov 1946-Oct 1947)

Station Web Local National Total KSTP NBC nw, 288 598 ; WCCO CBS 19 311 'A 329 '/2 WTCN ABC 187 1301 : 317 , WI.OI. MBS 26 \'z » : 71 V* VVDGY 71 Vi 71 Vl WMIN 56 y4 56 J/4 WLS 6 6 KSTP's barn dance traveling unit promotion accounted for 88 inches in weeklies, Th<» Monllilv I'ii i»I i«i iv Yardstick MIXXEAPOMS-ST PAUL JUST as KSTP and WCCO slug it out in the Twin Cities for air dominance, and seesaw between first and second place in listening popularity practically every time a City Listening Report is issued, just so do they shift back and forth in their snaring of publicity lineage. In a normal week, however, they share a bone that hasn't too much meat on it. Just such a normal week was the first to be checked by Sponsor in its local publicity report to the man who pays the broadcast advertising bill. In 49 issues of daily papers and 78 weekly papers there were only 182 inches of publicity. Thirty-eight dailies had radio material in them. Eleven were blank. Thirty-one weeklies had air lineage and 47 were devoid of even a smell of broadcasting. Six stations and the four networks shared the publicity. Adding up the publicity which was obtained by the networks themselves for the stations network's programs and the local stations themselves placed the stations in the following order: Station Publicity Inches KSTP (NBC) 83 "/« WCCO (CBS) 48 WTCN (ABC) 21 Vl WDGY 19 . WLOL (MBS) 5'/2 KUOM 2 'A WMIN 0 While the stations ran in the order just tabulated, the networks ran somewhat differently. That's because KSTP landed as much space with its traveling barn dance as it landed with its regular air shows. Thus the network picture | straight network publicity with no station mention, and network program mentions associated with stations) in the Twin Cities during the week established the following order: bought locally for the most part. Actually in big town dailies KSTP and W( CO advertisingwise can be declared a draw. The former bought, or had 1 i its pro grams during the period double checked 209 ini hi while VV( ( 0 boughl lines and it is possible that the agate line rule slipped }i of an inch in the measuring. The week selected fcr the check-up was picked at random, just as each week used for successive check-ups which will be made in different cities for subsequent issues, will be. The publicity index finger in the November issue will point at Cleveland, Ohio and Atlanta, Georgia. wrm "«S4t **8» WIBW is thenar powerful selling force in KANSAS O Net Publicity Inches CBS 47 NBC 423/4 ABC 21 'A MBS 5'A NBC's record was helped by two local stories breaking during the period. Fred Allen visited Minnesota and Bob Hope hit the area in a talent hunt promotion. It was the small town weeklies that gave CBS the edge, with the breakdown showing CBS exclusive stuff running 34^ inches against NBC's 25 inches in the weeklies. In the dailies it was NBC that had the edge with the tabulation giving NBC llH against CBS' big town tabulation of 12H inches. In any area where newspapers are apathetic on the subject of broadcasting, it's vital to see what the stations have done with advertising to counteract the lack of news space in the press. In the check-up that follows local, national, and total figures are indicated. The rank order is based upon the totals, not any breakdown. 'NCE again, Dr. F. L. Whan of the University of Wichita surveyed over 10,000 Kansas homes to learn their radio habits, preferences and reactions. Here are a few facts of which we're pretty proud: WIBW is the "most listened to" station in Kansas. WIBW is rated "best for news" and leads 3 to 1 over nearest competitor for best jarm news. WIBW is THE farm station, with over 90% of Kansas farm men and women listening to our farm programs. Your copy of this survej is on its way to you. You'll find it cram -full of valuable, usable information on listening habits, economic status, program preference, hours of listening, etc., as well as some down-to-earth facts on the public's reaction to commercials . . . just another W IBW service in the interests of better radio for both listener and advertiser. WIBW ■ ^ <wl6o4 COLUMBIA'S OUTLET FOR KANSAS WIBW. To pel. REPRESENTED BY CAPPER PUBLICATIONS, INC. KCKN, Kama. City NEW YORK, CHICAGO. KANSAS CITY, SAN FRANCISCO NOVEMBER, 1946 49