Sponsor (Nov 1946-Oct 1947)

A GREAT Southern Market Population Combined: 1,000,000 Urban only: 131,000 Johnson City 34,000 Kinssport 33,000 Bristol 30,000 Elizabethton 20,000 Greeneville 8,000 Erwin 6,000 Industry Plastics Textiles Bookbinding Hardwood flooring Hosiery Rayon Silkmilli Furniture Foundries And many others Agriculture Tobacco: 100,000,000 pounds sold annually Beans: World's largest market Dairy Poultry Livestock Tourists Heart of TVA recreation area. Gateway to Great Smoky Mountains Wealth Highest income bracket group in South Richest and most thickly settled rural communities in South WJHL is the only full time regional station serving this area. Thirty two BMB counties with 85,020 BMB radio homes. WJHL is "most listened to" in ten of its 32 BMB counties John E. Pearson Co., — Re 910 Kc WJHL PS 5000 Watts Johnson City, Tenn. ABC Full Time MR. SPONSOR ASKS {Continued from page 33) peal that such ;i man is really needed only when the client has enough radio to warrant it. Tom Revere Vp and Chairman Plans Board Donahxu & Caj., New York An advertising director's job is primarily one of enunciating policy and standards to the advertiser's agency. The ^[l agency may be K%^ "^^F presumed to have A^H the necessary skills in all media to carry out the advertiser's objectives. Consequently, there would seem to be no need for a radio advertising director except possibly with those few clients whose number of programs and expenditures are so large that the agency's efficiency of operation would be better served by providing a specialized representative of the client. From the package producer's point of view, which necessarily is concerned less with policy and standards than the creative execution of programs week in and week out, a client's radio advertising director is likely to add confusion to the operation. If this seems a non sequitur, consider this analogy. A general decides strategy, but the G. I. fights better under lieutenants and sergeants who are part of his outfit and understand immediate and local problems as they arise. Let us recognize that few radio advertising directors will limit themselves exclusively to the policy function. Being ostensible specialists — the word "radio" is appended to their titles — they will, I suspect, have a tendency to participate also on the program operation level. Package producers as a group are extremely sensitive to the human equation in broadcast operations. It is an axiom among us that the fewer "expert" voices, the fewer chances for losing the creative and artistic values of a program, whether it be a cheap mystery or an expensive theatre of the air series. Sherman H. Dryer Independent Program Producer ■■■:::<■:■:■:■[■■■:■:■■■■-■ IRST AGAIN NO OTHER HAS MORE LISTENERS AGAIN WCP0 RATES 1st IN LISTENERS AUGUST 1947 HOOPER INDEX WCPfl WTWOIK itAtlOH NFTWOWC STATION Ncrwot* STATION STATION *B" 'C 'D' •£' TOTAL RATED TIME PERIODS 30.6 12.2 15.2 22.8 18.2 ASK BRANHAM FOR FIGURES Affiliated with thi CINCINNATI POST 56 SPONSOR