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WISE INVESTMENT . . .
happy songs that customers sing . . . musical commercials that guarantee top results — created for you by —
ul^ musical enterprises, inc.
59 EAST 54 STREET NEW YORK 22, N. Y. MURRAY HILL 8-3950
^U
WBNS Radio
Columbus, Ohio
John Blair & Co., Representatives
Pulse asked, "What station do you tune to first for news?" 37.4% replied, WBNS Radio." This is 21% higher than the second choice station in Columbus.
49TH & MADISON
{Continued from page 24)
Mormon Tabernacle Choir with "The Battle Hymn of the Republic." John Barrett prog, dir., WKBW Buffalo * « ♦
I read with interest your column, "Hitch Your Wagon To A Pop Star" (Sponsor Backstage) in the 5 September issue of SPONSOR.
I found it to be one of the most objective columns covering "today's popular music." On a recent sales swing across the country, I found many agencies anxious to discuss the music played by radio stations today.
I am sure that all look forward, as I do, to more of your columns covering the subject in depth.
Milton H. Klein gen. mgr., KEWB Oakland, Calif.
Radio beats all!
Your continuing series on radio ("Blue Ribbon Radio," SPONSOR, 1 August-5 Sept.) should stir into action the advertisers who for some reason or other have passed up this primary sales opportunity. It is astounding to find radio criticized for lack of research, an inferior audience, an air of confusion, etc., while print media shed little if any light on their effectiveness in reaching the public other than to cite gross circulation. Nothing surpasses radio's gross circulation, of course. While we do not know fully how people are motivated by exposure to commercials in any medium, one thing is sure: When an advertiser wants to know the size of his audience, its distribution gee graphically or economically, radio can and will provide that data. In many instances this information is already available.
Let's take the emotion out of appraising radio. The facts are available. I am glad that SPONSOR is bringing them to the fore. The proof of the pudding is at the local level where advertisers less-skilled in the application of the advertising art have used radio (many times exclusively) for only one reason. It got results easily measured at the cash register. Frank G. Boehm v.p., dir. of research Adam Young N.Y.C.
26
SPONSOR
3 OCTOBER 1959