Sponsor (Nov 1946-Oct 1947)

or drop it) will be made some time this month (April). Lambert also has one musical program in Canada on a French' language station in Montreal. Lambert's switch to spot broadcasting as the answer to its advertising problems was not the decision of a tyro in radio. The organization will celebrate its 20th anniversary of broadcasting on Decern' ber 20 next. It started with Intimate I lour of Music on that date in 1927. The Lambert network history includes Hobby Jones— NBC Phillip-. Lord, "Country Doctor" — Blue Metropolitan Opera — NBC-Blue Grand Central Station— Blue-CBS True Detective Mysteries— MBS Billie Burke — CBS which is something of everything but a quiz show. Before trying Billie Burke, Lambert had a spot campaign of oneminute transcriptions which reached its Holland Engle portrays feelings of losing mes height in 1945 with 160 stations carrying the story of Listerine Tooth Paste and Tooth Powder. It couldn't continue the minute spots, the Quiz of Two Cities, and a network operation, so the spot announcement campaign was dropped in April 1945. Billie Burke on CBS cost, says the agency, nearly $600,000 a year, and although the program was on for a year and a half Miss Burke didn't sell much toothpaste. The Quiz sells only toothpaste, although during the early days of the program toothpowder advertising copy was used on the show. The latter was dropped because facts began to indicate that one-product advertising was more productive. There has been some question raised as to why the parent product, Listerine Mouth Wash, isn't airadvertised. The reason given by the sponsor and the agency is that Listerine Mouth Wash has 50 per cent of the market but the toothpaste shares 50 per cent of the market with all other pastes, but the leading three brands which account among them for the other half of the nation's dentifrice sales. Thus the product that needs the push is being given it. The mouthwash receives some of the flow of good-will that the Quiz of Two Cities engenders as a result of the trade name's being common to both products. Emphasis on Quiz of Two Cities has enabled Lambert to hold on to more of their war-time sales increase of Listerine Tooth Paste than they had hoped to. As the three top brands became available in normal quantities in non-quiz cities Listerine really began to slide. In Quiz cities the sales also went down, as expected, but not nearly to the extent that they tobogganed in the other territories. When Quiz of Two Cities covers the nation for Lambert, both agency and client feel that sales will climb consistently, and that coverage is the aim at present. Present 25-station campaign is costing $500,000 a year, or less than Lambert spent for Billy Burke on network. Included in this figure is the $65,000 in prizes and gifts that are given away on the program. Announcers, mes, and producers are paid over the AFRA scale because the agency knows that the difference between top results and justrun-of-the-mill promotion depends upon announcer, mc, and producer. Top producers for the Quiz at present are: Stu Wilson, K.IIJ, Los Angeles Jim Crocker, KRLD. Dallas Ted Nabors, KTRII, Houston Ed Weftman WBEN, Buffalo Winifred Pike. WNAC, Boston Leonard Patricelli, WTIC. Hartford Their job is three-fold: rounding up top contestants, building interesting shows, getting publicity and promotion on each show. When a single broadcast doesn't meet the usual high standards it takes as long as four weeks to regain the lost audience. A consistently high standard of broadcasting has to be adhered to if Quiz is to do its job. The Quiz is doing its job — in all cities but New York and Chicago, where it competes with too many "name" studio (Please turn to page 38) Some of the outstanding Quiz sessions on the New York-Chicago Broadcasts GENERAL DIAPER SERVICE >i. 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