Sponsor (July-Dec 1953)

In cash orders for a 10c booklet.. "KEX outpulled every other station used on the Pacific Coast" A , ^^ccording to the agency, cash orders returned by KEX's "Kay West" Program exceeded those returned by any station in the seven other cities used on the Coast: Los Angeles, Long Beach, Oakland, Sacramento, San Diego, Seattle, San Francisco. This is typical of KEX results in the great Pacific Northwest market! For spof act/on like this, get in touch with KEX or Free & Peters. KEX PORTLAND, ORE. 50,000 WATTS ABC AFFILIATE WESTINGHOUSE RADIO STATIONS Inc WBZ.WBZA-KYW.KDKA WOWO.KEX.WBZ-TV-WPTZ National Representatives, Free & Peters, except for WBZ-TV and WPTZ; for the television stations, NBC Spot Sales salers, secured cooperation from more than 100 of them. They also contacted 114 key drug and food chains and arranged for special displays in 93. More than 50 NBC affiliates were enlisted in the merchandising drive. Their cooperation ranged from trade mailings to personal solicitation. As the NBC merchandising department explained in a slide film on its work. "When the power of NBC advertising was proper!) presented to these retailers, they ordered extra stocks of I'hillips Toothpaste — set up displays to cash in on the demand created by Stella Dallas and Young Widdvr Brown radio programs." Q. What specific sales results can networks point to as a result of merchandising? A. As an example, take Mutual's "Wife Week." It was run from 9-14 February, the latter date being St. Valentine's Day. The idea behind the promotion was that the little woman was entitled to a vacation from shopping and housework and that the rest of the family should take over. The campaign was divided into two parts. On-the-air promotion plugged the idea of "Wife Week"' via announcements and network stars introduced and interviewed wives. On the retail level, Mutual brought in as its primary partner the Independent Grocers' Alliance. Mutual and local station-advertised grocery products were featured in special window and shelf displays and "Wife Week" point-of-sale material was supplied each cooperating store with space for call-letter imprint. To fully measure the result of the promotion, Providence and WEAN were chosen as the models. The store group involved was the Roger Williams Grocery Co., wholesalers for 85 IGA stores in the Connecticut-Rhode IslandMassachusetts area, but the testing concentrated on nine Providence super market-. Store sales in the nine super markets jumped 25% over the normal sales w eek. Store volume in the smaller IGA establishments rose 15' < . Sales of all 10 Mutual-advertised brands tripled. Network flexibility Q. How flexible will networks be this fall? A. The trend has been to greater flexibilit) of networks, though many of the big network users prefer to buv almost the full network, especially on CBS and NBC. Continental Baking uses a small CBS network but has been doing so for years. Locke Stove Co. will >tart on CBS 13 August in evening time with a 25-station lineup for 13 weeks. Locke is on an NBC Southern regional network now and had asked NBC for a similar network in the evenings but NBC turned it down. 1 he rea-on foi \ BC"> refusal is their sales polic) relating to network flexibilit). This provides that, during network option time, an advertiser can buy whatever stations he wishes — pro\ided the gross time billings equal at least 75'i of the full network gross billings. Locke's order would not have equalled this. Daring station option time, which Locke has now. NBC imore flexible and the only barrier standing in the way of an advertiser's getting what he wants is the refusal of stations to go along. At CBS the Standard Facilities Plan PHSS\HG To Rochester Sport Fans — and they love him! . . . Jack Buck, WVET's Ace Sports Announcer play-by-plays the Rochester Red Wings, Sponsored by Budweiser. P. S. WVET IS THE HOME OF CHAMPIONS NETWORK, TOO We're really on the hull for our clients. All baseball adjacencies bate been sold. ■4 — > The Swing is to WVET M^-T U"AL IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY 76 SPONSOR