Sponsor (Apr-June 1964)

Two were surveyed in the fall, one in mid wintci and two during the ■unmet l?\ the very nature oi t Ikbusinesses polled, the goods and ■rviccs rendered are, in the main, not subject to seasonal trends, w ith few exceptions, such .is beer and suit Junks during the warm months s and oil during the driving periods," the pattern of sales u.is foi basic necessities. I he only conclusion likely is thai business establishment surveys indeed point to the possibility of more business foi tins out-of-home area if used right by today's agency buyci and marketing executive in spite ol the fact that the) are without a common yardstick for it. I Ik vital fact, which seems .is obvious .is Kipling's "ripe banana in .1 hothouse," is that markets must lv equated in their own image. Ethnic, geographical, taste factors numbers of "good" or "popular" or "top 40" stations per market must be considered, but, within cvcr\ market, there is at least one radio station ideally situated at the int-of-purchase, which can be a actor in the v\ ise radio buy ■ Agency and client awareness of the climate at the cash register is illustrated above with Herb Webster, left, WHN Radio's general sales manager, joining Joyce Peters, broadcast media supervisor, and Milton Guttenplan, senior vice president and account supervisor, of Mogul, Williams and Saylor, at the "hallowed" pointofpurch.ise Scene is in a unit of New York s DaitchShopwrli chain which has 103 shopping units responsible for more than $1 million in food and allied products annually. The Hooper business establish:nt surveys over the three-yeai in have not shown any common .-nominator preference for "type >f program" In the audiences at the sh register The choice, alter all. likely that of the management. In New York, where the most :nt of the surveys was taken, was in top position with a format promoted as "New ork's 'Sound of beautiful music1 ition." Under the Storer Broadting Company banner — the ip bought the station in 1962 WMGM the original call .-tters were brought back and the nation revamped with new perlel, new format and new projtion. This was the only one of stations in the Hi>oper surveys -hich had had an ownership change seK preceding the study President and general manager WHN. John ( Moler, regards le 14.3 rating as a reflection that "the station's growth is spectacular loi the New York market." and claims that it results from "the best team o\ radio people in New York City with a common goal to provide a quality of programing that appeals \o the mass ol adult listeners " WIIN has become the flagship outlet for the Mutual Broadcasting S\stem and the MetS baseball network (the latter an important rating by past two \ ears' perforniaiK In Philadelphia the front-runner was VVIBG, which, like \WIV cat lies the Storer I Lie. but unlike WIIN. programs popular hit music I he station in control at Uk Orleans cash registers was W N< >| a "top pop" music station In Atlanta, with middle ol-the road programing and a historically subst.mti.il following WSB tered tust place while m Kan ( it\ "top pop" Willi w.is first. HOOPER SURVEY OF BUSINESS ESTABLISHMENTS-'61 -'64 Market Date Feb. 64 Sets in Use 47.1 45.4 37.6 35.4 40.8 °o With Radios 79°o Rank ing of Top 3 N.Y. WHN WPAT WNEW Phila. Nov. 62 83 °o WIBG wip WCAU WIK WPEN KMBC KCKN WTIX WSMB WIIN WAKE K.C. Nov. 62 74°o 58°o 64°o WHB WHOM WNOE WSB N. Orleans Atlanta July 61 June 61 *y 4, 1964 41