Sponsor (Nov 1946-Oct 1947)

AGENCY RESEARCH •.tinned from page 22) h unit in their organizations. They utsidi for each job, hiring either a lance researcher or an independent nization for each project. When wanted to tt st commercials in giant markets a wired musi( operation) they hired Matt ChappeU for the purpose embei 1946 sponsor). When Ayer desired t<> clink the impact of television i Ika hired C. E. Hooper, Psychological mii. and Pulse of New York for the job i March 1()47 sponsor). The Ayer Institute in Philadelphia does copy testing but that's as far as the agency has gone toward a continuing research operation. As a result their know-how on getting the most out of Hooper, Nielsen, and any other survey reports to which they may subscribe is not rated highly in Or outside their organization. A number of agencies subscribe to all the sources of program rating data. The reports are stacked neatly on a radio staffer's desk and referred to every once in a while for information on the rating of a program. The fact that these reports NETTING new AUDIENCES W SBT is bringing thousands of /(oc listeners into its loyal audience. I hese newcomers are welcomed by friendly promotion in their own communities. WSBT was a good buy at lOOOwatts. Now, at 5000 watts, it'. unbeatable. PAUL R A y M E R c o . #OtVSOOOMI77S/ 960 KC • CBS NATIONAL REPRESENTATIVE are intricate mechanisms which have to be studied, analyzed, and correlated with other data just isn't appreciated by either the radio men, the account executives, or the policy executives of most agencies. Probably less than 10 per cent of the subscribers to rating services use the latter efficiently despite the fact that their possibilities are constantly called to the attention of their subscribers. It is true, of course, that the average agency radio executive hasn't the time adequately to digest or analyze rating reports. The high ranking among sponsors (their own and others) of Foote, Cone and Belding's Chicago radio research operation isn't accidental. All rating data is digested by someone specifically assigned to this job by FC&B and recorded in a black book labeled Radio Reference Data Book. This book isn't placed on the library shelf and forgotten. Every account man at the agency has a copy for his own continuing use. Every client receives the information from the book that the account executive feels is important to that client. The only flaw in FC&B's operation is the one mentioned previous'y, i.e., that the information is funneled to clients through the account men and therefore what reaches the advertisers depends upon each account ACCOUNT EXECUTIVES The Pacific Coast's Greatest Half-Hour Radio Show Is Available It's the Joe Hernandez Shew! Currently under Sponsorship in Los Angeles by Marshall & Clampett Plymouth & De Soto 1 . The Highest Hooper, six nights weekly, of any like show in radio! 2. Biggest mail pull in history of local radio, 56,000 letters in five weeks! 3. Mere than 1,C00,000 listeners nightly, of which 689< are families, homemakers, etc. 77:e entire Pacific Coast, with the exception cf the Los Angeles market, is immediately available. THE JOE HERNANDEZ AGENCY 954 So. La Brea St. Los Angeles 36, Calif. 46 SPONSOR