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certainly not a consistent rating. A new show, or a tried show in another time period on the same or another network — these may need more promotion than the top show that has been in the same time-slot on the same network for a period of years. New competition, as I have said, cannot be overlooked regardless of the age or quality of the show.
Like everything else, 'how much promotion' depends on a lot of factors and it is not easy to generalize. But there is one generalization that can be made: the network provides the facilities, the station provides the signal strength. It is up to the sponsor to provide the program and as much promotion and advertising as is necessary, depending on factors enumerated above, to support the over-all promotion efforts of the station and the network. A good show can always get more listeners and more and more sponsors are utilizing major media to get those additional listeners."
Charles E. Hammond, Promotion and Advertising Director, National Broadcasting Company
Promotion and publicity can deliver the "first" audience. From then on
I it's up to the
2 program to hold
i^^^H and deliver its
1^ own audience.
^ ifg The more that's
put into the air show, the bigger the audience, the better the rating and the sales which broadcast time will produce. Promotion and publicity cannot improve a show. It can sell a good show but never a poor one.
Publicity and promotion can and should be a continuing operation to inform the public of the fact that the program is on the air. The listener relations job is never done. Generally speaking the money that pays off best is that which is spent on the air show itself. That's the best kind of promotion, publicity and program advertising that can be done.
Edgar Kobak,
President,
Mutual Broadcasting System
A.M.
■ Don
Hollenbeck
onWjZ,
New
York,
razzes a
Marlin Blade
transcription.
P.M.
• Don Hollenbeck
is fired.
NextWeek
• Don Hollenbeck is making
e.t.'s
for Marlin.
\ '
t(tdCaKOfix>lL&
IS HALF
A STATE!
• Central Indiana is ONE BIG CITY! More than half of the state's citizens live within fifty miles of Indianapolis which is easily accessible to them by automobile, train and bus.
Like their Indianapolis cousins, these Hoosiers listen to Indianapolis radio stations, buy merchandise in the city's stores, throng to the famous Circle to attend the legitimate theatre. Marketwise, they are an important part of the enormous Indiana family influenced by the Capital City.
WFBM has been serving Indianapolis and central Indiana for more than 24 years. WFBM was the first radio station in the state, and it is still first in popularity in Indianapolis. (Hooper Index for June-July). WFBM's primary coverage area coincides with Indianapolis' 50-mile trading area.
WFBM
BASIC AFFILIATE: Columbia Broadcasting System Represented Nationally by Katz Agency
NOVEMBER, 1946
65