We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
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These direct lines to listeners fall into four general categories: retailer bulletins, program logs, fan newspapers or magazines, and home service magazines.
Retailer bulletins, or "briefs," tell merchants and dealers which products are sponsored on what programs and which new programs are to be utilized for a given product in the area. Through these briefs retailers and dealers are advised in advance when a new product is to be featured on a show, permitting them to stock the item before the radio-inspired demand materializes. These briefs, which in most cases go to grocers and druggists, also build good-will with sections giving capsuled news and facts on market conditions, trends, and successful selling ideas.
They are reproduced inexpensively and mailed free every month to leading busi
JANUARY 1947
ness men of the community. Station WING, Dayton, Ohio, produces a typical monthly bulletin which goes to 1,000 grocers and druggists. Variation of the idea is the four-page tabloid-size newspaper which gives program and other news about food and drug products advertised on a station, but doesn't include general market or selling tips. Typical is the Food and Drug News which KGO, San Francisco, sends monthly to 3,000 retailers and dealers in its area. Some papers, like the Merchandiser of WOAI, San Antonio, are published quarterly.
Program logs may not look so interesting as the business publications, but detailed monthly schedules such as that of WQXR, New York, place sponsors before thousands of readers. WQXR's schedule is a booklet which goes to 38,000 sub
scribers for $1 a year. More than 5,000 copies are picked up at studios monthly at 10c. a copy. Sponsor ads run free.
It's routine for most stations to issue simple weekly or monthly (or both) program logs without sponsor identification which go to agencies, advertisers, newspapers, and others. But more important to advertisers are those printed for certain groups which contain information other than listings. Example of the special log is Listen and Learn, a four-page folder which KMOX, St. Louis, sends monthly during the school year to 1,000 schools and educators. Obviously its potential impact, through the combined influence of teachers and others, is far beyond the thousand who actually receive the brochure. Five hundred thou(Please turn to page 46)
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