Sponsor (Apr-June 1959)

Newspaper promotion stubs its toe ^ ANPA's Bureau of Advertising jrcts fouled up on radio-print comparison ^ H-R research director finds flaws, turns tables in research counterattack Valuable data about Newspapers AND NEWSPAPER MARKETS Iron, TM£ tUKCAU OF ADV£»ri5INC 4m.r,con N*.ipop*r Publ)ltl«l. No. 42 (r*br -JLI1I0ST IkTOSSlBU. TO EJUCH CO PH ..." TfcO aT»r*«a dA/tlBM Dttl radio cetalll . . .ir..i a tyylcai -; •* > • r tfa« auolonca for th* adj*ctt.t j.r:«r»ai. This tcrv-a that a typical > • of ltj fctuotlal audlooco, or 1«?" ' tn it*i1.T nrwapapen. it U tlmotl Imp ' »J Uul wfll I • •bar* of (U potential attdWnc* »• doea lt>* tyi ' -I *i •>' • < ' ■■•" '• ' ' ' Tbo rali^a* aotliDal aic f ■ tho nottn« scores cf tuefc aria by oen ud 1356. "Here ar* tow oetaured ids. '.-• Hal riie 111.] ibi/i" • <".M9lflC*tl(a 1 1 | -■ fOOdl M i* « Bousing Bqulpawnt * Suppltoo 60 3 B Ffcdio & T7 Program &0 J 9 Softpe & Cl**nae»r3 6? 2 9 (SMJECS: I' • • , Studies, J JS 17MI The dalle nr».paprr ha, 5«.000.000 circ\ila(!c.n. pulill I rear 20,6 i»f ... and ii the UrgMl a.l.erli Idj n ill in . . ' ' ' •• '■' '■■ ■ '■-> to hare reach, .ale* impact and <t>tl cfCcirtn.. t>» b. a leader! (1) Nlelaer (?) I^nycr. Talsilslca Ka£a;!ot, .'<iro 1958. Reproduced above is release put out last month by American Newspaper Publishers Association's Bureau of Advertising. B. of A. claims typical spot radio plug reaches less than 1% of "potential" audience v]l aT% n attack on radio l>\ The Bureau oj Advertising, promotion arm <>! thi American Newspaper Publishers Assn., was found as full of hole aSwi-> cheese b) the research director of H-K. station representative. I he B. of \.. in a release early last month (see release reproduced above) concluded thai a typical radio commercial reaches less than 1 ' < of iis "potential audience. I lie startling fact was de\ eloped through the follow ing logic: 1. The "average daytime network radio program reaches 2' of the Domes with radio sets." Source given i Nielsen for the two weeks ending 31 October 1958. V *"t\ pical spot commercial on radio reaches about one-third" of the program audience. Source given is Kenyon & Eckhardt research estimating an average "noting" figure for spot radio commercials. 3. Ergo, "a typical daytime spol radio commercial reaches onl) .67' of its potential audience." In an effort, apparently, to add insult to injury, the B. of \. added that even small-lineage ads (around 60 lines), have a Starch noting score of about ■">' ! . Snapped Miss Avery Gibson, research directoi oi the rep firm: ■"Misleading, based on questionable methodolog) and practically worthless in terms of media evaluation." In punching the first hole in the I!, ol \. figures. \li- (iibson pointed oul the basic comparison was wa\ out in left field. The newspaper boys were using full radio ownership i()7'. of the U.S.) as a base in one case ami newspaper circulation a< a base in the other, she said. Newspaper circulation, stated Miss Gibson, is "extreme.) low in most markets. ho example, in Mo-ton the leading newspaper's circulation (per ABC figures ' is onlj 19.8' of the families in the retail trading /one (an \l'>(' designation) and the median paper reaches about 7' ." In I ,os \ngeles. she said, the median figure i about L3' Therefore, Miss Gibson implied. B. of A. should have multiplied the starch noting -core b\ such figures a> these market median-. I SPONSOR mathematicians did so, discovered that share of families reached in Boston b) small new-paper ads would come to .35 and in Los Angeles to full) .f..V. I. • SPONSOR 4 april 1959 Miss Gibson noted thai surveys have been made to gather newspapei ad noting scores using the same uni\ ei se as radio i atings. A Pulse stud) of 70-line ads in Los Angeles -bowed the Following ratings For four L.A. papers: .1. .2. .2 and .1 . This would appear to conti adi< I the statement of the 15. of A. in itrelease that, "In dail) newspapers, it i almost impossible to bu) an ad thai will reach as small a -hare of itpotential audience as doe the typical spol commercial on daytime radio." Finally, Miss Gibson noted that the B. of \. didn'l tell the whole stor) about K&E's research <m noting. \\ hat the agenc) did was relate noting to circulation Eoi i adio, newspapers ami other media a well. The figures for both a 1,500-line blackand-white newspaper ad and an earl) morning minute on radio i ame to one-third in both cases. I those interested, the avi noting score for spol t\ was the -ame level as spol radio. | Furthermore, the k\l study also compared cost-per-1,000 impressions I Please turn to pagt 41