Sponsor (Nov 1946-Oct 1947)

Record Details:

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MR.$POH$OW Ho* »s your sho« doing FEATURED RADIO PROGRAMS INC. 247 Park Ave., New York 17 WICKERSHAM 2-2700 REVERE EXPLORES (Continued from page 24) variation of the Schwcrin and LazarsfeldStanton program-analyzing techniques. He plays recordings of his shows for studio audiences and without gadgets gets their reactions. He's his own competition in producing educational shows. That's because he feels that the present lack of competition in the field makes for lower standards than are present with commercial entertainment offerings. Continuity is such a vital factor in building an audience that it must be present in all programing. Since most educational presentations are documentary in approach, the link between their broadcasts is tenuous, not nearly strong enough to hold and build audiences. Exploring the Unknown started with a 1.6 and built to a 6 at its height in the 32 nationally rated Hooper cities. Outside the urban centers, it has hit as high as 15 in a city Hooperating. Week-by-week broadcast of a science story framed in the same format, with plenty of emotional appeal and name stars, is what is responsible for its gradual steady growth. The network (Mutual) kept the program on the air during last summer's hiatus in sponsorship (9 weeks) so as not to break listener loyalty. Revere has obtained, dollar for dollar, value from its sponsorship. It has gathered an audience ready and actually anxious to hear advertising tales of advances in the field of metallurgy. There have been schools that have given credits to students who followed the broadcasts and passed examinations on the subjects covered. Disks of the show are often played by industrial and financial organizations for sales conferences and executive meetings. Science clubs frequently hold meetings based upon a single broadcast of Exploring the Unknown. Individual broadcasts have had favorable reactions for Revere sometimes as long as six months after they were aired, because major expenditures for housing, either new or remodeling, aren't made at the spur of the listening moment. The program started on 123 stations and is now heard over 328, the present "full" Mutual network. It's gathering an audience for itself that is interested in science and information. Proof of this is that the subscription coupon on the back of the pamphlets sent out by Science Illustrated for the program brings in 6 per cent returns in subscriptions to the magazine. Subscription efforts are (Please turn to page 47* WNAX Offers a Sure-Fire Way TO SELL! FOR example, let's take a pander at a recent experience of home furnishers, Ginsberg's Inc., of Sioux City, Iowa. On Tuesday, January 21, this firm ran a 1 -minute announcement on \\ NAX relative to receiving a new shipment of washing machines. And herj's what Ginsberg manager, Bernard T. Kalis, repoi te: "Imagine my surprise upon returning from lunch the day following tin's announcement to have our stock control clerk frantically begging us to stop whatever advertising we were using for these washers. With this one Tuesday morning announcement, at a cost of only $10.20. and through no other media than WNAX, we had sold the amazing number of 37 washing machines at $119.95 a piece." Thank you, Mr. Kalis. We wish we could promise everv WNAX advertiser a S4.438.15 sale from each $10.20 announcement he used . . . but we can promise that WNAX has the knack of giving its listeners the kind of programs they want . . . and that means sales for \\ N'AX advertisers. WNAX is available with KRNT and WMT as th* MidStales Group. Ask th« Kati Agency for rates. WNAX /4 @9*Ue4 Stttfio* SIOUX CITY • YANKTON 40 SPONSOR