Sponsor (Nov 1946-Oct 1947)

WSJS Winston-Salem for the TRI-CITIES ♦ REPRESENTED BY HEADLEY-REED COMPANY Radio has been ribbed by experts before. Wag Wagner, vice president of OHan Advertising Company, has a better background than most. He takes it as well as gives it. His "Whizz-z-z — best nickel candy there iz-z-z!" and "Atlas Prager — got it? Atlas Prager — get it!" are among the most-ribbed (and resultful) radio commercials on record. CHRISTMASTIME: Thanks to radio! With a/1 of iti tedium, It's still a veryjhappy medium. According to an agency friend," An advertiser never likes a radio program until he buys it, then he hates it." We can vouch for it: the writers of radio jingles see spot announcements before their eyes. The pulling-power of radio: We once went along, for moral support, with a high-pressure radio-station salesman who had sold a retail store a series of programs to advertise a "sale of the century." \& hen we entered the store it was fillec — with clerks — not a customer in sight. Undaunted, the highpressure salesman said, "Well, Mr. Sponsor, how's the program doing?" Dolefully the sponsor answered, "A fine program you sold me! ONE man came into the store!" Battered but still punching, the salesman countered with, "Well, that's breaking the ice, anyway." To which the sponsor replied, "Yeah, he was a man from the Better Business Bureau!" But you must admit that radio is an ever-growing factor in education: "Be's you got Sponsor's Crackers in your house?" "Sure I are, everybody do." Radiodious comparison: Kicked around like a sustaining show. Radio slips that pass in the night: did you hear, oh, DID you hear the ad-lib answer of the winning contestant on that quick-shaving commercial? He was asked, "How do you feel?" And he quipped, "Bloody!" The radio account-exec's prayer: Now / lay me down to sleep, And may our Hooper rating keep, So in the morning when I wake, The sponsor's call won't make me shake. AND NOW; for the first time in any publication, we present the most amazing and startling free offer in history. A complete course in one easy lesson on how to write radio commercials! All you've gotta do to get this course is to tear off the cover of this issue of SPONSOR, or better, just tear up this column and a reasonable facsimile and send it in to the publishers along with a contract for twelve full-page ads. Just listen to a sample of this sensational course. Chapter 7: How to write an opening or lead for your commercial: Always start out with "Here's good news for candy lovers" — unless the product is beer, in which case you start with "Here's good news for beer lovers." But maybe it's ice-cream. Then you say, "Here's good news for ice-cream lovers." Of course, if it's wedding rings, you just say: "Here's good news for lovers." Chapter 2: Repeating for emphasis, or in case nobody's listening. Example: Announcer No. 1: Sponsor's shaving cream is the only shaving cream that shaves your whiskers, soothes your skin, wipes your face, and kisses your wife goodbye. Announcer No. 2: Yes, Sponsor's shaving cream is the only shaving cream that shaves your whiskers, soothes your skin, wipes your face, and kisses your wife goodbye. , Wife: Dear, did you hear what they said? Husband: Yes, Sponsor's shaving cream is the only shaviog cream that shaves your whiskers, soothes your skin, wipes your face, and kisses your wife goodbye. Announcer No. 3: Right. Sponsor's shaving cream is the only shaving cream . . . repeat until the end of the commercial, the untimely end of the program, and the end of this here now colyum. SPONSOR