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land's largest store") through John C. Dowd agency and carried by WBZ and WBZA, is a brilliant example of complete cooperation among advertiser, agency, and broadcaster.
A bang-up publicity and promotional campaign, utilizing all media of advertising, was employed to introduce the program to its New England radio audience. Furthermore, promotional activity continues — it didn't terminate with the program's debut.
Lynn Morrow
Sales Promotion & Publicity Manager
WBZ-WBZA, Boston
SPONSOR: STATION SALES AID
I have had the opportunity of reading two issues of sponsor and I am happy to say that I rate it next to Broadcasting Magazine.
There are few magazines that I have time to read from the broadcast industry standpoint, and I am sure that from what I have read so far in sponsor, it will be a good magazine for our entire sales staff to read monthly. Find our subscription enclosed.
Don C. Wirth
Vp & General Manager
WNAM, Neenah, Wisconsin
I want to congratulate you on that issue (Fall Facts). It was a crackerjack! Must have convinced even the most skeptical that sponsor is important reading that belongs on the top of the pile.
I know that you are not beaming to station personnel. Nevertheless sponsor's articles and tabulations give me, a station time salesman, more useful information than any other broadcasting trade magazine.
Ted Maxwell WNJR, Newark
INSURANCE
(Continued from page 66)
Since it's a known fact that responders to any type of advertising are lower in income than non-responders this i> no surprise. Had broadcasting not been expected to payoff in direct inquiries the program might have been judged a success and New York Life might have continued to use it as the medium grew.
Until recently the National Board of Fire Underwriters sponsored Crimes of Carelessness on Mutual. The program didn't rate badly for a low-budgeted
SEPTEMBER 1947
($8,000 for time and talent) Sunday afternoon program, but it didn't satisfy the 200 members of the Board. Some members contended that it didn't lend enough prestige, others thought it didn't sell enough, etc. The advertising budget has been cut and what is left will go for magazines. Even the fact that local agents were permitted to spot chain breaks before and after programs didn't sell the show. The Board also states that large fire losses have forced company retrenchments and this has cut the over-all advertising budget. They hope to be back in radio but not for another year, or
maybe two.
Only two of the big six (Metropolitan, Prudential, Equitable, New York Life, Northwestern, and John Hancock) haven't used broadcasting within the past year. That's a great change from a few years ago when no insurance company of any size was on the air, but it's still a long way from ideal. What must be stressed is that broadcasting is a unique advertising medium — a program, no matter how fine, can't be thrown on the air while sponsor, agency, and the sales organization stand around and wait for a radio miracle. Broadcasting, like insurance, must be sold.
'THone . . .
Chicago People
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seven days a week
See Hooper for July
73: