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primarily to create good will and to establish priorit) in the medium, since
i e "I these programs could not I"
justified in tii in oi possible results. I look for a more sei ioua evaluation
ol programs, T\ ti , and Belling t<-< :h
niques; thai is, more attention will !»<• paid to whethei 01 not tin program ap peals to the particular audience that ihe advertise] i trj ing to rea< h and to whethei or not th« program can be used profitably to -I'll tin Bponsor'9 merchandise.
Personalities with a proven record of their >alrs abilit) should l»< "ii the increase while the pure showman personality who doesn't do a selling job should be <>n the decrease. I look for a trend tow aid the greater use of selling personalities and more soundl) planned commercials.
There is no question about the fact that the size of audience does not always govern the volume of merchandise sold b) a radio or TV program. Some programs with relatively small audience are known to do a bettei selling job than some of the more elaborate programs with higher ratings.
In years of exceptional]) good business, advertising results are not evaluated as carefully as they are under more normal conditions. With competition for business becoming more keen. I am sure that radio and TV programs will lie selected on more soundly analyzed result possibilities.
Arthur E. Mei erhoff
President
Arthur Meyerhoff & Co.
Chicago
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40 EAST 49TH STREET, NEW YORK 17
PULSE RATINGS
that make Sponsors' hearts beat faster . .
\\ BNS Radio has more listeners th.in any other ( cntr il Ohio Station . . . the 20 toprated (Pulse) programs heard in this billion-dollar market are heard on sets steadih tuned in to W Ii\ v
It's no wonder Central Ohioaru get the WBNS listening habit
. . CBS headliners lack Benny, Arthur Godfrey, .Amos n Andy, Lux Radio Theatre, daytime serials, plus popular local talent, attract listeners . . keep them tuned in hour after J-.
Check John Blair for Pulse ratings of WBNS programs — compare with any other Central Ohio station and learn why more sponsors buy time on the one BIG station with a BIG audience of steady listeners
N BLAIR
CBS for CENTRAL OHIO
COLUMBUS, OHIO
13 JULY 1953
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