Sponsor (Jan-Mar 1959)

Topeka has 1 TV Station WIBW-TV is it That's Why NOBODY FROM NOWHERE Can Saturate TOPEKA like WIBW-TV SATURATES TOPEKA ALL DAY -ANY DAY Here's why survey-proved WIBW-TV is your best buy for complete coverage of the entire Topeka Farm market. • WIBW-TV commands the viewing audience. Nole current survey figures: Share of Audience Monday-Sunday 7:45-12 N. 12N.-6p.rn. 6p.m.-12Mid. 57.0% 50.3% 51.1% • In the 447 rated quarter-hours . . . WIBW-TV ranked FIRST. • In the top 15 Once-a-Week shows (with an average program rating of 44.13) . . . WIBW-TV had an average rating of 37.69%. • WIBW-TV serves 38 rural and urban counties in the heart of Kansas . . . where total gross income for 1957 was $719,277,000.00. 1958 is a banner year. • WIBW-TV saturates 218,190 TV homes. (NCS-#3) • Survey Figures Prove WIBW-TV's Value • Not even the combined efforts of 3 distant Kansas City TV stations can begin to dent the Rich Topeka Form Market, according to a current survey. Share of Audience Monday-Sunday 7:45 12N 6 p.m. 12N 6p.m. 12 Mid. WIBW-TV, TOPEKA 57.0% 50.3% 51.1% Sta. A, Kansas City 10.7 10.0 9.7 Sta. B, Kansas City 6.1 10.4 9.6 Sta. C, Kansas City 13.4 14.7 15.3 WIBW-TV CBS -ABC Channel 13 Topeka, Kansas REPRESENTED BY AVERYKN0DEL, INC. 49th & MADISON [Cont'd from page 26 I paper (Advertising Age), where once again we were selected as the producers of (in their opinion I, one of the 10 best television commercials of the year. You will also notice in that reprint that in the ARB continuing audit of "Best Liked Commercials," two of the top three are produced by SwiftChaplin Productions. No other producer can make that claim. I'm extremely sorry that I must enclose a competitive trade paper to substantiate my points, but as your Mr. McMillin said in his article in the same issue. "I am speaking here not as an institution to an institution, but as man to man . . ." Charles Chaplin, pres. Swift-Chaplin Productions, Inc. Hollyivood • To Reader Chaplin, our apologies! Valuable reference There was an article in sponsor magazine in either August or September 1957 concerning television's sales effectiveness in launching new brands and products. This article made the statement that more new products have been introduced to the buying public since 1950 than in the whole history of retailing before 1950. The article went on to list the new products — like Ban, Campbell's Frozen Soups, Dove, Isodine, Lestoil, Newport Cigarettes, etc. We have been using this point of reference in our sales promotion arguments and in speeches. Could you send me a reprint of this article — or the magazine itself — at your earliest convenience? John F. Hurlbut, pub. rel. mgr. WFBM Indianapolis Station first I noticed an article in your January 17th issue of SPONSOR regarding the Southeast and the thoughts of one rate. I would like to point out to you that we were one of the first stations to definitely classify who was qualified for the General and Retail Rate in our area. George Jenkins, nat'l sales dir. Columbus Bdcstg. Co., Inc. Columbus, Ga. GENERAL MOTORS assigns the biggest share of its total network radio business (91% in 1958) to CBS Radio. For more power on the road! This network has delivered largest commercial minute audiences all along. And the new Program Consolidation Plan— with unified station clearances and strong program sequencing— will increase this leadership. CBS RADIO NETWORK: 42% LARGER AUDIENCES PER COMMERCIAL MINUTE THAN ANY OTHER RADIO NETWORK, AVERAGING OVER 16 CONSECUTIVE MONTHS. 28 SPONSOR 7 MARCH 1959