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Part two of a SPONSOR report
When
rolling
The public as well as advertisers must be served when no newspapers are available
It's the advertisers in newspapers who haven't, or aren't using broadcast advertising who are the most hit by a newspaper strike. The advertiser who uses both black and white and radio also has his problems.
While the results for non-radio advertisers are interesting, it's also important to see what happens to regular local-retail broadcast advertisers during a newspaper strike. George's Radio and Television Company, one of Washington's largest appliance dealers, is a regular radio and TV advertiser. The) use as high as 125 radio announcements and 60 TV commercials during a week. Their agency, during the strike, decided that the regular broadcast approach had to be forgotten. They used straight price-selling copy. Enders, the agency, wrote hard-hitting copy, preceded it by a fanfare, and then used as many as four prices per station break ( 20 seconds I and more prices in one-minute announcements. The results were, to quote the sponsor, "amazing." Actual sales results were
up over the same pre-Easter week the year before.
How were stations able to accept all this announcement business? Most of them rightly construed that retail advertising was just as much public service as promotional announcements, and cancelled all of the latter for the duration. On a single station like WTOP station-break announcements were increased from 36 to 52 per day. one-minute announcements from 33 to 53.
What do stations do to serve the news needs of their listeners? The independents that broadcast news at regular intervals every hour found no need of increasing the frequency of their newscasts. The network stations did increase their local news coverage, and in a number of" cases cancelled their national newscasts and replaced them with local news shows. While everyone recalls the classic example of reading the comics that brought the newsreel spotlight on New York's late Mayor LaGuardia. Washington found that reading the comics required a Fiorello. and they didn't have one. During the
one-day strike they did report the doings of the characters who live in the strips, but didn't during the three-da\ walk-out.
WTOP decided that radio logs were important, and broadcast the highlights of the stations in D. C. that were requested by the 20 stations in the area. That found WTOP (CBS) plugging WRC (NBC I.
WTOP had scheduled its log to run in seven suburban weeklies. The strike was over before the logs ran, but it turned out to be a good promotional stunt for the station. This station also sent cards ( 10.000 1 listing its news periods to every important political name in Washington. That also rated special comment.
A few of the advertisers who were introduced to the medium through the strike have stayed on radio and TV in Washington. Most of them reverted to their normal newspaper schedules. None of them had an\ doubt that broadcast advertising had been profitable for them during the newspaper void, but broadcast advertising failed (Please turn to page 59)
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SPONSOR