Sponsor (Oct-Dec 1964)

Richard Danielson, director of advertising for the Standard Oil Div. of American Oil, is greeted by (I) host George Lazarus, on WGN's "The World of Advertising," a weekly 15-min. look in the advertisingmarketing business. EWorld of Advertising' trucker also aimed at the highly Specialized group within advertising whose jobs involved the moving of displays and exhibits. Both present and past sponsors have expressed appreciation for sales directly attributable to the program, a tribute to its divergent audience appeal. I Through the Garfield-Linn agency, The World of Advertising marks the first time in radio for both of its current advertisers. Max S. Steiner, president of both companies, believes that the management level of big business ireached by the show provides a custom-made marketing base for iPeterson Tool Co., a supplier of lover 50,000 different kinds of tools lused in business and industry. He !is also convinced that the broad audience makeup is a natural for iTriangle Manufacturing's consumer litem, a plastic pot cleaner dubbed Handy Mandy. "The public is always curious jabout happenings in advertising and (how the business functions," says j Steiner. "So we believe that there is a public service, informational aspect to the program. The show also meets our basic marketing patterns." Steiner emphasizes that he has a vital concern for "the image-building factor." "The prestige of identification with the station, and host George Lazarus, initially led us into the show," he declares. North American Van Lines, through E. H. Russell, McCloskey & Co., found that World was ideally suited for reaching a "mobile audience." Defining this group as "people on the move," North American noted that the Michigan Avenue contingent constituted a particularly notable assemblage within its frame of reference. According to the Chicago Chamber of Commerce, there are nearly 11,000 people engaged in advertising in Cook County alone. WGN's coverage area extends far beyond this, and the chamber's figure does not include the additional thousands in marketing, research, and other allied fields. The station believes that the current figure is probably higher than 11,000, since this number is based on statistics for the first quarter of 1962 (the latest available). Although household moves comprise the bulk of North American Van Lines' business, the transporting of displays and exhibits has become an increasingly important portion of its activities. Because people in advertising, marketing and related fields often shoulder the re sponsibility for such moves, North American found that its sponsorship of World hit this secondary market. The moving firm was versatile in devising various merchandising devices as part of its sell. Premiums (in the form of Charles Goren bridge handbooks) were offered on each show, and personalized recordings of the programs were presented to each guest who appeared. Additionally, host Lazarus provided his sponsor with sales leads in the form of information about pending personal moves within the ad-marketing field. The Goren premiums actually were qualified offers: eligibility hinged on the recipient's being a legitimate moving prospect or providing a lead to someone who was a potential mover. Marketing strategy involved in the Goren giveaways resulted from NA's sponsorship of Championship Bridge in more than 100 tv markets during the past five years. Bridge players, intensive research had disclosed, matched the age and income group of adults on the move — the very same category that includes members from the ranks of advertising. "Excellent" is the term North American uses to describe the re 11^ November 1 6, 1 964 47