Sponsor (Nov 1946-Oct 1947)

#.. \ ».* 1MB ^ HOW ESSO USES FIVE-MINUTE NEWS SPOTS 13 DIAGNOSING A PROGRAMS ILLS FIND YOUR MARKET FIRST MULTIPLE GIVE-AWAYS: HELP OR HARM? $8,000,000 IN TEEN-AGE DRESS SALES CUT-INS PRODUCE SALES AND PROBLEMS TV: IN NEW YORK IT'S A MARKET 18 22 24 27 34 49 Sponsor Reports 1 Commercial Reviews 36 Applause 4 Contest Chart 41 Mr. Sponsor 8 Signed and Unsigned 43 Clarke Snyder Broadcast Merchandising 46 New and Renew 9 Know the Producer 50 Wag's 11 Roland Martini Mr. Sponsor Asks 24 Sponsor Speaks 52 Cosmetic Chart 32 40 West 52nd 52 FOR BUYERS BROADCAST ADVERTISING Published monthly by Sponsor Publications Inc. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. Publication Offices: 5800 North Mervine Street, Philadelphia 41, Pa. Subscriptions: United States $5 a year; Canada $5.50. Single copies 50c. Printed in U. S. A. Copyright 1947 by Sponsor Publications Inc. President and Publisher: Norman R. Glenn. Secretary -Treasurer: Elaine C. Glenn. Editor: Joseph M. Koehler. Associate Editor: Frank Bannister. Art Director: Robert Lathrop. Advertising Department: Edwin D. Cooper (Pacific Coast— 157 North Hamel Drive, Beverly Hills, Calif.), Circulation: Milton Kaye. COVER PICTURE: First of a series on nighttime (8-11 p. m.) sponsors. These are on NBC. cAPPJy THEY'RE USING THE BMB YARDSTICK A great number of stations have looked at their BMB figures and maps, put them in the "follow -up-someday" file, and proceeded to forget them. Other stations have taken the BMB research figures and turned them into promotion that is factual yet, because of presentation methods, dishonest in its implications. There are comparatively few of these, for which the industry deserves credit. Both of these are ostrich-like techniques because the BMB figures will show up regardless in that organization's area report, which sponsors and agencies will receive There are too few stations like those represented by the Katz Agency. These stations have had Katz print their map* with the BMB figures clearly visible in every county reported, letting the chips fall where they miy. For U. S. radio BMB is a universal measurement of once-aweek coverage. It must be used to achieve acceptance. A special hand for the Katz organization that stepped out ahead of the parade by printing its stations' BMB ratings for all to see. THUMBS DOWN ON CASH GIVE-AWAYS Due to the good taste of both sponsors and listeners, there hasn't been a wave of money-give-away programs. When Pot of Gold came back, the industry held its breath. Wouk it or wouldn't it start another rash of entertainmentless programing based upon the appeal of something for nothing' First it was discovered that the listeners weren't panicked into tuning POG because of the thousand dollars given awa> (the February 15 rating was 6.9). Then sponsors decided that "bought" audiences don't pay off for advertisers so practically no new hand-out programs have hit the air. Whet sponsors and dialers agree that cash for listening doesn't make sense it's further proof that better programing does NEW PROGRAM IDEAS GET THEIR CHANCE Power is important. Public service is vital. Promotion paw the way to the dial. But these are worthless if the broadcast air doesn't carry programs the listener wants; unless new entertainment is flowing through the microphone. The quantity and quality of "new" offerings are hitting a low this season. Perhaps realizing this, and feeling sincere!) that the advertiser must in some way make his contribution advertising agencies Kenyon and Eckhardt and Young anc Rubicam are each trying to develop a formula whereby without undue expense, advertisers can test a number of new programs for short periods of time on the networks. Thi: should bring new talent and ideas out of hiding. Agencie have been notorious for not developing programs, usuall) leaving it to the other fellow to take a chance. This chang< of face, especially on the part of Y ex R, one of the two tof placers of broadcasting advertising business, rates high ot sponsor's applause meter. The same high rating is due Station WNEW for makin. station time available, for audition broadcasts, to packagi show producers. Countless ideas packaged by men am women who really know the broadcast business die abomini for lack of a chance at life. WNEW's welcome to such ideas together with the pioneer work of K & E and Y & R, ma; herald a new day in broadcast entertainment fare. SPONSOI