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Lou) Cost and High Return Greatest Recommendation]for Network Cooperative Progranis for Local and Regional Radio Advertiser
y by NORMAN^KN/GHT, general manager, West Virginia Radio Corp,
We wouldn't let that transcription firm even offer this platter to Smith's; we would sell Smith's Frazier Hunt, at a talent cost of only $8.00 per week; or Erskine Johnson in Hollywood at a talent cost of only $6.40 per week. Why? Because Smith's will have a live network show and at only a fraction of the cost of platters!
liow does this acttially work in practice? Since we are a MtUual affiliate, we'll point out some examples of sticcessful co-op sales, where both the station and the advertiser have benefited.
TWO-WAY GAIN
A cleaning plant in Morgantown forlerly sponsored a 15-minute program once })er week over WAJR. It tised a transcribed drama for which it paid $17.50 per week for the platter, exclusive of time. When WAJR became a Mutual affiliate, we offered this client Arthur Hale and the News, three 15-mintite shots })er week. Talent cost on these three shows was $5.76 per week. Naturally the firm bought it and WAJR benefited to the extent of two additional sponsored
quarter hours. This additional time was purchased with the money saved in talent costs plus an addition to its budget. And that's why we're in business; to sell time!
1 HE other day, a local baker asked how his program, Captain Midnight, was rated with other childrens' serials? We told him that our local ratings showed that it was on a par with Tom Mix, Superman and other network shows. The point is, he considers Captain Midnight his program. Pretty nice to have a dramatic serial of network calibre on the air five days a week at a weekly talent cost of $8.00. There are other examples: the department store in a small town nine miles from Morgantown who uses Cecil Brown; the chain of grocery stores that sponsors Cedric Foster or the ladies shop that presents Bill Cunningham.
GATHER YE LISTENERS
What more can an advertiser want than a show like Fulton Lewis with a rating of 20.0 in a highly competitive market of six listenable signals. Frazier Hunt garners a 15.5 while Cedric Foster rates a 17.2
As long as Mr. Hatiser keeps sending those Miuual co-ops out toward West Virginia we'll guarantee that we'll have more quarter hours of network co-ops on the air than any other type of saleable local shows.
AUGUST, 1946
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