Sponsor (Nov 1946-Oct 1947)

Record Details:

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Yale Sterling Memorial Libary, Ivy League nub of the Intercollegiate Broadcasting System Selling the undergraduate is important today. The mortarboard set includes more veterans than students of pre-service age. The ex-G. I.'s have also made it acceptable to be married and an undergraduate. Student tastes are therefore more than apt to stick once they've been established. The college newspapers and magazines, the fleabite broadcast stations, as well as the standard papers and stations to which the degree-seekers turn, are today formative media. What were once exclusively media for the fashionable haberdashery and cigarette manufacturer are now basic buying-habit-forming vehicles for any advertiser. But the campus advertising media haven't as yet tapped the business that is open to them. The Intercollegiate Broadcasting System (college network of onthe-campus broadcasters) has at present only two sponsored programs. The college publications have not materially increased their pre-war billing. IBS is touted as sending hundreds of its student engineers, directors, writers, and staffers into commercial broadcast operations rather than as a testing ground for programs, commercials, and copy line. The University of Michigan (East Lansing) and Ohio State (Columbus) have been in the radio industry eye for a number of years but more as a promotion on the part of the universities than as commercial operations. Being individual educational institutions their reactions have been brushed off instead of digested. The Peabody (University of Georgia) Awards and the City College of New York citations are not expressions of the student likes or dislikes, but the reflection of opinion at professorial level (Peabody) or at tradepaper editorial level (CCNY). It has been easy to avoid taking business cognizance of awards, etc. It's an entirely different matter to ignore the likes and dislikes of an opinion-forming and buying group such as inhabits the campus today. IBS, with well-trained student research groups under the supervision of their professors of research, has checked listening desires* of undergraduates at each of the 53 colleges it represents. First factor determined is that roughly 50 per cent of the seekers after higher knowledge listen regularly to at least one of the four networks and 50 per cent listen to the campus station and the independent stations within reach of their receivers. Actual breakdown for the 53 was: Listener Loyalty in Colleges Independents 26.2' IBS (campus stations) 24.4'; ABC 17.4 , NBC 14.4% CBS 13.6 % MBS 4.0% The 53 colleges include a veritable "Who's Who" of ivy -covered walls, Yale, Cornell, Harvard, Dartmouth, Princeton, Bryn Mawr, and Radcliffe being representative. The American Broadcasting Company's lead of three points in the "listener loyalty" tabulation is explained by the fact that in a number of cases the stations carrying ABC programs are heard best on the campus. As too often ignored by time buyers, signal availability is always */ BS research is a continuing operation. FEBRUARY 1947 15