Sponsor (Oct-Dec 1962)

Even though we deplore some of their tactics, the professional voices of the consumer serve a useful purpose. By pointing out any shortcomings, they alert management to re-examine its own operations and make whatever corrections are indicated. So, while we welcome constructive criticism, at the same time, we must be sufficiently capable to gel our story across to t lie American people to retain their confidence in us so that they will continue buying our advertised products. Pull not push, f want to come back to the theme of your meeting and to your statement that today it is /;;/// that determines sales rather than push. As stated earlier, we fully agree with that. Our manufacturers and distributors are convinced of this and, therefore back up their conviction by investing more and more advertising dollars every year. Spending the advertising dollar has become a science. In selecting where to spend his dollar, the advertiser must assure himself of get TheCMlMARK OF QUALITY RADIO IN CENTRAL MT 71 NEW YORK mSSm ft Top personalities, top programming, top facilities and top management combine to insure advertisers a really effective selling job in WSYR's 18-county service area. WSYR's big margin of superiority is confirmed by all recognized market coverage studies. Represented Nationally by THE HENRY I. CHRISTAL CO.. INC. New York • Boston • Chicago Detroit • San Francisco ting the best sales results. He will place increased dependence on specific information as to the net effectiveness of media as opposed to information now available on gross exposure of readers, viewers, or listeners. So, it makes good sense that the advertiser and media cooperate to the fullest in working for the greatest sales results. I close my remarks with a very pertinent question: What can you do additionally that will influence your advertiser to spend more of his advertising dollars with you? ^ NEW TV CHANNEL {Continued from page 38) 6:30. Here is what opposite programing, what starting rather than ending the local news slot with weather, what stripping an off-network show, delivered in terms of building an audience for the network schedule that starts at 7:30 p.m. A special ARB overnight coincidental study showed the following for the 5-5:30 slot: Station A with cartoons had a rating of 7: Station B with Seahunt, 7: WNYS with Superman, 11. From 5:30-6 this was the lineup: Station A, Popeye, 12; Station B, M Squad, 6; WNYS, Amos & Andy, 10. For the 6-6:15 slot this was the score: Station A, The Rocky Show, 8; Station B, cartoons, 11; WNYS, weather, news, sports, 9. During the 6:30-7:30 hour before networking began, during which time the two older stations were showing what the surveys report as "various," WNYS was screening Adventures in Paradise across the board. Here are the ratings: Station A, 8; Station B, 7; WNYS, 11. Promotion pays. Obviously the 24-sheet dayglo billboards, bus cards, taxi backs, and the massive radio spot schedule helped make the area conscious of channel 9 at 9 o'clock of the ninth day in the ninth month. Obviously PGW's cleft touch can be seen in some of the ideas and copy used to promote the new outlet, and in the decision to hold to the rate structure in force in Syracuse. In Grand Rapids, WZZM (TV) , also repped by PGW, followed the same positive pattern with one whopping new idea that took the town by storm. The idea was TRIAKAIDEKOPHILISM; this is Greek for "the love of number 13." Fifty radio spots weekly on 13 stations, 250 outdoor boards, space in 11 dailies and eight weeklies, cards inside of buses, buttons on cab driver's windows, streamers and balloons at football games, all made TR1AKAIDEKOPHILISM a household word in western Michigan. Here again the emphasis was on building an audience from 5:30 to 7:30 p.m. to give the network schedule a strong send-off. Here again the weather-before-local news, rather than after, format was used. And again the new station keyed its programing to local listener likes; and since Michigan residents are prime hunters and fishermen — and among them exists a sizable religious group forbidden to attend movies — WZZM created an hour of adventure film across the board at 5:30 followed by an hour of Adventures in Paradise at 6:30. Solid business backing. The new station in Rochester, N.Y., VVOKR(TV), also on channel 13, took a much more mundane approach to its birth. One reason was that its amalgamation of competing applicants included representatives of much of the banking and business strength of the area. These included Harper Sibley, Jr. of Sibley's Department Store, Gordon Brown of WSAY, Bob Kieve of WBBF, and Bill Fay, the dynamo behind WHAM in its heyday as a Stromberg-Carlson property. Obviously this gave WOKR the confidence and strength that comes from knowing where the next advertiser dollar is coming from. The fourth ABC affiliate, WTEV (TV) in Providence, R.I., will not be on the air until 1 Tanuary 1963. Channel 6, originally authorized for Martha's Vineyard, had to wait for FCC approval before making its shift to Rhode Island. Consequently its program manager, promotion manager, and publicist were unpacking their bags as this dissertation was being prepared. According to Vance L. Eckersley, WTEV's general manager, the new station will have a new studio 54 SPONSOR/26 November 1962