Sponsor (July-Dec 1953)

11 NEW YORK CITY'S Sales Specialists No. 1 rated audience shows, hacked with intensive merchandising, moves your merchandise FAST on WWRL where your sales story "gets through" to: 1. Millions of ForeignLanguage Listeners 2. America's No. 1 Negro Market WWRL effectively sells your product to New York's millions of foreign-language listeners in their native tongue. Each group a "big market'' worth going after with a special campaign ... or to add extra, profitable sales to your overall New York campaign. WWRL sells New York foreign-Ian guage listeners in: SPANISH German Creek Hungarian Czechoslovak Polish Syrian Ukranian Lithuanian Russian WW'RL has more Spanish-Puerto Rican listeners than all New York stations— network or independent — COMBINED, according to Pulse Reports. WWRL New York's No. 1 Station for America's No. 1 Negro Market WWRL has a larger audience in the 1,001,371 New York Negro Market than any other station — network or independent— according to Pulse Reports. Discover today why more and more national advertisers are u ing WWRL's great Negro audience shows to outsell all competition. Remember, New York's Negro population exceeds the entire population of Pittsburgh, Boston, St. Louis or San Francisco. Write or call today for Pulse Reports on Negro and ForeignLanguage Markets. WWRL, Woodside 77, N. Y. DEfender 5-1600 IN NEW YORK CITY at 5,000 WATTS 1TO1 *FTi Lawrence \Y. Bruff, advertising manager, Liggett & Myers Tobacco Co., announced the thrice-weekly Perry Como CBS TV show will be taped and aired on 500 MBS stations this fall. This follows the Chesterfield pattern of using programs in both air media (Godfrey, Dragnet, baseball). Indications are that the trend to tape the sound track of TV shows is increasing. Current users of technique include: Admiral (Bishop Sheen), CocaCola (Eddie Fisher), Lorillard (Two for the Money), DeSoto (Groucho Marx), Colgate (Strike It Rich). Robert E. Kintner, president, American Broadcasting Co., disclosed signing of deal with the Motion Picture Association of America under which MPAA will film series called Hollywood Parade. Program will feature highlight excerpts from current top-flight screen attractions. Said Kintner to sponsor: "This is another example of ABC's policy of developing new programs as opposed to the practice of raiding other netivorks for talent — a tactic that costs sponsors more money in the end." Arthur C. Nielsen, president of A. C. Nielsen Co., recently brought joy to many an industry heart with his announcement that a revised and improved National Nielsen Radio Index Service is ready to go. Heart of the new service is the "Multiple-Receiver Metering Audimeter" which will measure the activity of as many as four radio and TV receivers in a home simultaneously, thus giving a fuller report of multiple-set listening. New plan also calls lor reporting of network radio listening tour weeks each month, instead of two as at present. James .1. Ilahoney, formerly with ABC, is the new Director of Station Relations at Lennen & Newell. His first task is clearing time for Herb Shriner's Two for the Money and Fred Allen's Judge For Yourself, both for P. Lorillard Co. Thinking at the agency is that a man spending time individually on tough stations {one or two-station markets) can get belter clearances than a network which has many clients to service. Jim was at ABC for three years, at Mutual for seven. He has a market and research and TV film background. 62 I SPONSOR