Broadcasting Telecasting (Jan - Mar 1951)

HOOPER surveys the SEVENTEENTH STATE * THE SEVENTEENTH STATE A compact market composed of a homogeneous group of 53 counties in Eastern New York and Western New England ... so cailed because its population exceeds that of 32 states in the U. S. and Hooper discovers that: WGY delivers a regular listening audience in all 22 cities of the Seventeenth State. WGY's average evening audience is larger than the audiences of the next two stations combined. WGY's daytime audience is 18% larger than the next best station's daytime audience. WGY's share of audience is above 20% in 15 of the 22 cities. Station "B's" share of audience is 20% or over in only 4. This tremendous power and coverage advantage is yours at a lower cost than any combination of stations in the area needed to reach the same markets. Call NBC Spot Sales, New York, N. Y., or the WGY Sales Department, Schenectady, N. Y., today! WGY A GENERAL ELECTRIC STATION 50,000 WATTS 8 10 K . C THE ONLY STATION COVERING ALL 22 MARKETS OF THE 17TH STATE Page 50 March 5, 1951 TRANSIT'S PULL D. C. Study Shows Power SECOND test of transit radio's pulling power, based on the Advertising Research Bureau Inc. point-of-sale technique pitting radio media against newspapers, shows the new transit service vastly superior to newspapers in percentage of traffic drawn to a store, number purchasing the mutually advertised item, and percentage of dollar purchases. The test was conducted for WWDC Washington, operating transit service, in connection with Kent's Jewelers. In an article explaining the ARBI Washington tests it was not explained that the Kent's test involved WWDC's transit FM service [Broadcasting • Telecasting, Feb. 26]. The Kent's test advertised $8.88 men's and women's watches, with the store placing $350 in advertising in the Washington TimesHerald and $350 in transit announcements. Another test, at the Julius Lansburgh Furniture Co., showed transit on a par with newspapers in value delivered per advertising dollar. The Kent's results follow: TRANSIT VS. NEWSPAPERS Point-of-Sale tests at Kent's Jewelers, Washington, D. C. 11 1 llf t— oz z 2 o ° % Traffic 62.1 16.1 8.9 12.9 100 % Purchasing Merchandise* 75.3 85.0 100.0 93.8 81.5 % Dollar Value Of Purchases* 61.7 15.2 8.4 14.7 100.0 In summarizing tests at Sears, Roebuck & Co. stores in Washington a typographical error appeared in the table showing percent buying merchandise. The radio figure should be 70.9% instead of 7.9%. The corrected table, covering WWDC's AM station, follows: SEARS BLADENSBURG RD. STORE 22.5 0) Z 25.0 10.7 O 41.8 100.0 % Traffic % Purchasing Merchandise* 70.9 65.6 65.4 51.0 60.7 % Dollar Va!ue Of Purchases* 30.1 24.5 11.2 34.2 100.0 * Includes all purchases made in shoe department by customers showing an interest in the test merchandise. Both — Any person who stated he both saw and heard test advertising. Other — Any person who did not state he learned about merchandise directly through the advertising media tested. Judith Templeton JUDITH DUDLEY TEMPLETON, copywriter at McCann-Erickson, New York, died Feb. 26 on the way to a hospital after her motor-driven bicycle collided with a truck in Hamilton, Bermuda. Her husband, John Marks Templeton, is an investment banking counsel in New York. Besides her husband she leaves three children, John M. Jr., Christopher and Anne Dudley. A. 7. GARDINER Durstine V. P. Die! PRIVATE funeral services werj held last week for Archibald Tj Gardiner, 70, senior vice presidem of Roy S. Durstine Inc., who died at his Los Angeles home Feb. 2-' following a long illness. Mr] Gardiner had made his home ii Los Angeles since 1948. In advertising since 1939, he wahead of the agency's research ant media department at the time oi death. Born in Philadelphia, Mr. GarJB diner graduated from Jeffersorjil Medical College in 1904. For sev-H eral years he was a lecturer h it Hahnemann Medical College, Phil-M adelphia, and later entered thenj business field, becoming vice presi-ijl dent of Huntington Steel Foundry™ Huntington, Ind. It was afteiW serving on the staff of Newsweekm magazine that he entered the ad -| vertising field in 1939. Besides his widow, Mrs. NancyB Gardiner, surviving are a daughter J» Mrs. Roy S. Durstine, and a sonjj Archibald T. Gardiner Jr., salesB manager of the Aerol Co., LosB Angeles. MBA-BMI CLINIC Joint Meeting Set G. PEARSON WARD, secretary,! Missouri Broadcasters Assn., is] urging every station in the state, I big and small, to be present March i 12 at Jefferson City for the annual MBA meeting, combined with the I first state-wide BMI program clinic] National speakers scheduled to i appear are Robert Burton, BMI; I Ted Cott, program director, WNBC New York; Robert Saudek, vice] president, ABC, and Reggie Schuebel, Wyatt & Schuebel Agency.! Local speakers include Sid Tremble, program director, KCMO Kansas City; Roch Ulmer, program director, KFEQ St. Joseph; George; Stump, program director, KCKM i Kansas City, and Mark Russell, program director, KMOX St. Louis. Arthur B. Elder ARTHUR B. ELDER, 53, one-time commercial manager of WFAA Dallas, died Feb. 18 following a heart attack. Mr. Elder from 1921 to 1928 was manager of the radio advertising department of the Dallas Morning Neivs, and at the time of his death was a member of the News' advertising staff. Why buy 2 or more... do 1 big sales job on "RADIO BALTIMORE" Contact EDWARD • RETRY CO. WBAL BROADCASTING • Telecastin