Sponsor (Nov 1946-Oct 1947)

SPONSOR SPEAKS That Anniversary Pitch Station anniversaries, like individual birthdays, seem like a grand waste of time and money — until the promotion and the costs are evaluated. This is the era of Twenty-Fifth anniversaries. Last year the two stations that fight for the honor of having been on the air first, KDKA, Pittsburgh, and WWJ, Detroit, started the ball arolling as the industry commemorated its first quarter century. This year there will be another parade with WOR leading it on February 22, the day in 1922 when its first advertisement appeared in the Newark iN. J.) News. Each station builds a budget for tin celebration and goes to town, publicity and promotion-wise, to sell the station and the fat t that broadcasting is over a quarter of a century old. These campaigns build listening even if at the same time they build the corporate ego of the outlet. Fvery line that appears in print with a touch of nostalgia draws more ears to the station. Anything on which a publicity or promotional peg can be tacked keeps the broadcaster and his programs in the public eye. Anniversary celebrations are grand opportunities for this. Check what WOR is doing as an example of how to deliver more audiences for sponsors. Keep Off The Grass ADVERTISING'S lunatic fringe* is at it again. Having been politely but definitely eased out of the standard broadcast picture, they're trying to ease in again —this time in the frequency modulation segment of the business. Theoretically it's the business of the broadcasting industry itself to post an "out-of-bounds" sign as notice to all and sundry that the nostrums and the p.i. (per inquiry) advertiser are not Advertisers of products air-unacceptable generally and manufacturers who want to h\pass legitimate radii, regulations a>f< time investment. wanted in FM, but it isn't so easy as that. Frequency modulation stations are costing considerably more to erect and operate than was originally estimated; sets are slower in coming on the market than was originally planned see FM Is What the FCC Ordered in the December Spon-and new station operators will be hard pushed for that extra dollar. Advertisers can say of course that it is still broadcasting's problem, but killing the goose that lays the golden eggs is the problem both of the medium and of the products which profit from it. Frequency modulation receivers are being sold, and will be sold for some time, to lovers of fine music, liberals, and upper-bracket listeners. That's because it will be some time bef< re a radio set capable of receiving FM with all its advantages can be marketed under $200. Actually at present there isn't a really good two-speaker set with full FM range at anywhere near that figure. FM owners will be the articulate few who can bring increased government regulation down upon the industry, and the quickest way to do it is to flood the medium with laxative and other advertising not acceptable on regular stations. It is the responsibility of the advertiser, the agency, and the station operator that this doesn't happen. The acceptance of the triune responsibility must be voluntary. This is an appeal to all who live by advertising to see that it doesn't happen — to FM. JO WEST 52nd ■ Just a note on the splendid handling of The Shadow in the January issue of sponsor. You took a tough, complicated situation and made a coherent understandable article. Grant Y. Flynn Ruthraujff & Ryan, Inc. "The Shadow" is a vital part of the commercial history of broadcasting. It's our job to report on radio's selling programs and "The Shadow" is definitely one of these. You mention that after the commentator criticized the commercial, Marlin Blades hired the man the station fired— result "new commercial." It might be interesting to note that the same voices and jingle writers on this "hot spot" Lannv e\ Ginger Grey) were also rehired for the new series. Anne Parker Secretary Lanny C* Ginger Grey It's now "on the record." Your editorial under "Applause" in the January issue of sponsor, regarding our efforts to help the campaign for the Negro YWCA-YMCA here in Charlotte, certainly makes us happy. Such recognition as you have given this effort was entirely unexpected. J. R. Covington Station WBT It's important that sponsors know of the public service efforts of a stattion. Public service is what builds audiences for adverisers to sell. I hope that your publication will hammer away on the subject of the commercial announcements. So many of them are plain bad; they're irritating: they're silly; they're preposterous. There should be more and better surveys analyzing tlv effectiveness of commercial plugs. Paul Denis Radio Editor New York Post Dr. Matthew Chappell's article on commercials (January) is just one of an exclusive series of analyses on the selling effectiveness of air advertising that will appear regularly in SPONSOR. We realize that researches have surveyed everything but that part of broadcasting which pays the bill. We are there'ore working with research organizations to report upon what's being done to control and expand air selling. That, in fact, is one of SPONSOR'S major jobs. Certainly the most aggressive of us could not wish for anything better than the story on Sari 'n Elmer which appeared in the current (January I issue of sponsor. It made the "man who . the bills" very happy too. That's important to us. Thanks for giving tlu industry this fresh viewpoint on radio sales and promotion. Hilda C. Woehrmf.yek Station WOWO Seeking out unusual local sales jobs is just as much our job as reporting on a key network sales achievement. The future of broadcasting depends more upon what's being done locally than what's being done on the chains. 44 SPONSOR