Sponsor (Nov 1946-Oct 1947)

Record Details:

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One Wade mark covers all five price lines. Only the color block changes. President Truman wears a Lee hat at the throttle of a train "astonishing" increase in Lee hat sales, Weintraub published a very modern merchandising booklet. They called it The Magnet and the Funnel. It showed how Wallachs had used window and store displays, newspaper advertising, and what it had meant in sales. It didn't neglect to remind the dealers to whom the book was sent to "go thou and do likewise." It produced dealer tie-in ads numbering 1,400 during the first four months of the program without any cooperative advertising allowance from the manufacturer. The addition of 800 new Lee dealers was traced directly to the mailing of the brochure. Lee had no problem of exclusive franchises and new dealers with good credit rating could be accepted anywhere. The absence of exclusive franchises in the Lee sales picture simplifies a number of things but it also adds a few problemsRetailers have wanted to tie in to the Pearson broadcasts by taking station breaks before or after the broadcasts. Those who have made no official request to ABC or Lee on the matter have in a number of instances been able to buy 12 the breaks. Wherever there has been an official request, however, the answer has been "no," since it was judged unfair to permit one dealer to identify himself with the broadcast to the exclusion of all the others in the area. The Pearson success built a sizable headache for the network as well. Recently ABC sold Goodyear Tire and Rubber Company the Sunday 6:30-7 p.m. est slot just ahead of Pearson for The Greatest Story Ever Told and found that so far it has been impossible to clear the network wanted by the sponsor. It seems that the half hour before Pearson had been sold locally on a number of stations: many of the local advertisers were actually men's furnishing stores, tying into the Lee hat presentation. The sales curve which has put Lee first in hats sales and second in dollar volume in the field would for normal sponsors and agencies be satisfactory media and program information. However Weintraub went beyond this and wanted to know just what the impact of the program was in metropolitan New York, the area surveyed regularly by The Pulse, research organization. Listeners as well as non-listeners were surveyed by The Pulse, the cross-section used for the survey being identical for both those who tune Drew Pearson and those who don't. The report indicated that two-thirds more area listeners ask for Lee hats by name, than non-listeners. Three tunes as many listeners say their next hat will be a Lee as nonlisteners. Listeners say that Lee is the best brand hat three times as frequently as those who don't listen to Pearson. Even with Pearson's amazingly loyal following. Lee still needed a copy line that would bring results. The billboard type of commercial would not of itself produce a $15,000,000 volume, attained in 1946 for Lee hats. Weintraub worked witli Lee's current advertising manager, Beltairc. who is an old Lee employee but who left some years back to work with die Stetson company and only returned two years ago. What came forth from the idea conferences was "Don't take less SPONSOR