Sponsor (Nov 1946-Oct 1947)

Publicity in Action WORrESTEK. MASSACHUSETTS A ONE-NEWSPAPER-PUBLISHER town, without an NBC local outlet, that's Worcester, Mass. If a public relations expert happens to have a program on CBS, all's well in his heaven. If on the other hand his client is an ABC or MBS time user, woe is the space grabber. If his retainerpayer is an NBC sponsor he has an alibi— that's all. Fifty per cent of the newspapers in the area served by Worcester stations, excepting those in Worcester itself, ignore broadcasting in a big way. Twenty-five per cent run logs only, 12 per cent run only network logs (sans station identification), and another 13 per cent run logs with an occasional INS (International News Service) or other syndicated radio column. In some logs Boston stations get an important play; in others, with the exception of WBZ, they are forgotten. Boston stations most frequently mentioned are WBZ, WEE I, WNAC, WHDH and WCOP. Not every weekly and daily in the Worcester environs was checked in this survey so that the report is a "rank order" study rather than a fractional MIDDLE MASSES {Continued from page 21) . . . And in order to make certain that the retailer would be conscious of the program the continuity was planned in such a way that one retailer's store was and is mentioned in each commercial section of the show. All this brought an early commercial acceptance fo the show and it helped to sell Deerwood coffee from the very start. That was the major job given the program ... to sell Deerwood coffee and through the Deerwood name the other products that carry this Bluffton brand name. It's done that— Deerwood Coffee is sold out almost as fast as stocked in the Fort Wayne trading area. V. S. Bauman, the man behind the show, has his own ideas about broadcasting. Unlike many other local or regional advertisers, he is basically program-minded. His slant is, "Too many radio advertisers make the mistake of buying the time instead of the program." He also points out that the talent cost for the Sari 'n Elmer show exceeds the time cost. Deerwood Coffee still is the single coni tinuous commercial on the program, for the ' Bluffton executives go hunting every so -often and they realize that buckshot seldom j brings down the doe . . . although they spell ,it dough in the "middle masses." inch tabulation of actual space gathered by the stations and networks. usually used to offset negative press acceptance by stations. This is not true to any degree in this area— the advertising linage looks very much like the publicit) tabulation. \l>\ I R I ISI\<. INCHES PUBLICITY INC I IKS Station Nil 1 .oral N.t Mum Total Statlon Met WTAG-CBS 28 K»,y, 0 114% Local Net Alone Total WORC-ABC 7 20 2 V, 29 V, WTAG-CBS 49'/, 44 44* 137% WAAB-MBS 1, ll> 0 22 WBZ-NBC i III 5 18 WBZ-NBC 0 0 0 0 WORC-ABC 0 s 2 10 WNEB <»• t WAAB-MBS 5 7 0 12 A nnouncing the pending opt ■ *I9>/2 inches of this is on CHS C I r TV. station. It has been indicated in previous reports that paid'space (advertising) is Publicity and advertising-wise, good to be on WTAC in Worcester. its Shirtsleeve Scientist This farmer is a good example. He's planning a long-range crop rotation, contour and strip planting that will increase soil fertility, control erosion and conserve moisture. It is the use of sound, scientific methods that has increased his yields and made him wealthier than ever before. \s a farm station, WIBW keeps The modern, scientific farmer who makes up the bulk of WlBWs five-state audience is a far cry from the "by heck" characters of the comic strips. abreast of the newest agricultural methods^and findings. We take the lead in telling our farm audience their uses, limitations and local value. Because we do this so thoroughly, we enjoy the farmer's respect and confidence . . . which is so quickly translated into SALES FOR fcWIBW \DVERTISERS. A IV „-.», ■ ■■ ■» w COLUMBIA S OUTLET ?C5 "iNSAS BEN LUDY WIBW, Topek* * REPRESENTED BY CAPPER PUBLICATIONS. INC » KCKN. Bmmi City NEW YORK. CHICAGO. KANSAS CITY. SAN fRANC!SCO JANUARY 1947 45