Sponsor (Nov 1946-Oct 1947)

Tests prove conclusively that Lum and Abner do better commercially when their country store broadcasts originate at a local station Rural Sales are made in lliinil ll.iilri\ SaVS Mih's I jiImm.Hoi irs MILES LABORATORIES, as a rule, isn't given to change. Once they've i ImKrd a device, program, advertising approach, or medium, they ride along with it until the gold in each particular hill is worked out. True, there's been a consid. rabl« diffen nee internally on the approach thai a number of programs have taken. No Miks' program, however, continues on the air lor any length ol time alter its selling vitality has been sapped alter it costs too much per packet of Alka Seltzer. One-ADay Vitamins, I>> Miles Nervine oi Miles Anti-Pain Pills, This year there has been plenty of change in the Miles broadcast advertising picture. Quiz Kids has moved from Sunday evening on the American Broadcasting Company to afternoon of the holy day on NBC. The National Barn Dance has been replaced with Roy Rodgers' western corn .... and more chances are m the works. The immediate reasons for the changes aie trade secrets at the moment, but the over-all plan, one that's been in the works for a long, long time, is to reach the greatest audience, unduphcated audience, lor the Miles products, Miles takes nothing for granted. Every change is checked, pie-tested. They use Nielsen. Hooper, and other research organizations m the usual ways and m many unorthodox fashions which have not as yet been reported upon. Miles has for years had its greatest sales in the rural areas. It's Historical Almanac. 10.000,000 copies a year, was 52 years old before the paper shortage killed it. It sold, so the Beardsley family believed Miles is headed by a number oi Beardsleys), products like Nervine and the Anti-Pain Pills in a way that no other vehicle did. However both these 36 SPONSOR