Broadcasting Telecasting (Jan-Mar 1956)

Seven metropolitan Denver radio stations arranged for Denver's most comprehensive radio survey — 149,600 Quarter Hour reports — taken by Pulse, Inc. Here are the results— just released . . . KLZ Radio First Again MORE PEOPLE LISTEN TO KLZ RADIO THAN TO ANY OTHER DENVER RADIO STATION... Mornings Afternoons Nights... All Week Long! KLZ has the largest audience 291 quarter hours per week — 63% more than all other radio stations combined. 15 OF 16 DAILY KLZ NEWSCASTS RANK FIRST IN AUDIENCE KLZ's "Bill Jones Show" has largest audience during 10 of his daily quarter hours — two strong seconds. 8 OF THE TOP 10 NIGHTTIME RADIO SHOWS ARE ON KLZ KLZ's own personality shows rate first 22 quarter hours per day — tie for first during 2 more. 7 OF THE TOP 10 DAYTIME RADIO SHOWS ARE ON KLZ KLZ's "Denver at Night" tops all other stations during 7 of its 10 nightly quarter hours — ties for first in another. KLZ is the most listened-to station in the booming Denver market — where more people listen to radio today than before TV. BUY THIS AUDIENCE • SELL THIS AUDIENCE Your Katx man and I are especially anxious to give you details of Denver's most comprehensive radio survey. Call one of us today for the complete story. LEE FONDREN Genera/ Sales Manager CBS FOR THE ROCKY MOUNTAIN AREA RADIO 560 k.c. DENVER REPRESENTED BY THE KATZ AGENCY SAMUEL DALSIMER on all accounts "THERE is no such thing as a bad medium," Samuel Dalsimer, 47-year-old vice president of Grey Adv. and member of the agency's "administrative team," said last week in explaining why his accounts are so active in radio. "All media are only as good and effective as the men who know how to use them, and that's with dominance and frequency!" In Sam Dalsimer's lexicon, abstractions such as "dominance," "cold spot buying" and "the negative approach" not only sound impressive, but have had impressive results. Witness the spectacular sales growth, via radio-tv, of Federal Nut Co.'s Chock Full O' Nuts coffee and the steady business gain for Block Drug Co.'s Polident denture cleanser, two of the four accounts presently under his supervision. (On March 1, when Mr. Dalsimer takes charge of Hoffman Beverages, he will work with three of the agency's heaviest radio-tv spenders, with over 60% of Block's, Federal's and Hoffman's budgets allocated to broadcast media.) In planning air campaigns, Mr. Dalsimer looks for "soft spots" in the competition's advertising efforts. For Chock Full O' Nuts, for example, Mr. Dalsimer applied a switch to the ultra-positive attitude towards brand-name advertising held by the bulk of Chock Full O' Nuts competitors in the New York area. Early last year, the "Heavenly Coffee," then (as now) the most expensive brand on the market, startled New Yorkers with the warning: "Don't spend the extra money for this coffee — unless you're just plain cra-azy about good coffee." Negative approach? It all depends on how you look at it, said Mr. Dalsimer as he proceeded to tick off sales statistics. The secret? "People don't like to be told they lack taste." lanuary not only marks native New Yorker Sam Dalsimer's 21st wedding anniversary (to the former Shirley Wasch) but also rounds out his first full year with Grey, which he joined following the demise in November 1954 of Cecil & Presbrey. As a former copywriter with Husband & Thomas Inc., now defunct, he joined C&P in 1940 as an account executive, rising to executive vice president before he moved to Grey 14 years later. "You might say my elevation to the board last week [B*T, Jan. 23] was a sort of year-m bonus," Sam Dalsimer said. Other bonuses in the life of Mr. Dalsimer: A vast book and stamp collection on the Republic of Haiti; activity as board member of the Anti-Defamation League, B'nai B'rith; a house in Neponsit, L. I., and two boys, one of whom recently entered his first year at Harvard. Mr. Dalsimer is a Cornell man, class of '30. Broadcasting Telecasting