Sponsor (Nov 1946-Oct 1947)

that regardless >i the restricted air com' mercial, they know who is sponsoring the show. LEDERLl LISTI NING SI K\ I ^ June \uu. Mai i h 194a 1945 1945 Dm ton tnawerinS Survej I us «».*7 1055 Kn.« Program 78 75.7' 63 9 km« Sponaoi 69 65 B 54 I Heaid Program 57 B1 65 B 54 4% I Iked Program 54 31 50 3 35 '» Regular LUtenera i .' I 14.4' 9 9% The apparently small percentage of those who have heard the program who listen regularly is not unusual in the medical segment of the listening audience, Since medical men are for obvious reasons in no position to listen regularly to a radio at any time of any day, although 10-10:15 p.m. is a period when the greatest percentage of medicos is likely to be available to listen. It is also impossible to choose medical subjects that are of interest to all doctors, since of necessity some of the programs are addressed to specialists and others to general practitioners. Finally, the program has to fight for medical ears against purely entertainment programs. For the WTAG ODERN KITCHEN Housewives of Worcester and Central New England go all out for the WTAG Modern Kitchen— and for good reasons, too. So do advertisers for equally good reasons. Gretchen Thomas speaks with friendly authority five days a week on everything connected with the kitchenpreparation of food, shortcuts to economy, the art of home making. Housewives abide by and are grateful for her recommendations. Just as Gretchen Thomas is a big favorite with thousands of Central New England housewives, so do advertisers find this popular program a peak spot to keep brand names alive in this prosperous $300,000,000 market. Available for food account participation. 1 ri /^\ PAUL H RAYMER C / i 1 / ^r^^l National Sales Representati ■* ^^ WORCESTER 580 KC p 5000 WAtTS AFFILIATED WITH THE WORCESTER TELEGRAM-GAZETTE latter reason the program has switched from Friday to Tuesday to Monday seeking a per od when it wouldn't have to fight Bob Hope, Fibber McGee, or Bing Crosby. That it does reach and influence as large a segment of the medical profession as it does is a tribute to the thinking behind the program. It is not a pseudo-medical broadcast. The doctors who talk it over are leading men in the medical field. At first they looked with a suspicious eye upon broadcasting under the sponsorship of a commercial firm. Most of that looking askance is no longer evident. Even the medical associations, both county and national, now feel that The Doctors Talk It Over is the nearest thing possible to a closedcircuit meeting with the men who mean the most to the profession. It is "ethical publicity" for the men who talk and a professional brush-up for listeners. Like all successful broadcasting, and The Doctors Talk It Over is successful despite its bottom rating, the program is not required to travel under its own steam alone. Promotion of the program differs from that for a general-appeal air show. The direct mail and give-aways are sent 100 per cent to the medical profession. One hundred and twentythree thousand announcement cards are sent out monthly to the medical and allied professions. They are as decorative as a railroad timetable, but they do list the subjects, the authorities, and the stations. Each week an average of 1,800 reprints of the broadcast is requested and sent out. An offer of two bound volumes containing the actual scripts of the first 52 broadcasts brought in 85,000 requests. That meant 85,000 doctors impressed with Lederle Laboratories. Disks of each broadcast are made part of a circulating library and are drawn upon regularly by schools, medical societies, hospitals, nurses' schools, and allied professional groups. This service, supplied without charge, has built extra respect among these groups for the ethical character of the program and its sponsor. Not only has the program given Lederle the medical personality it desired but its medical representatives, numbering about 250, rind it has made their job of contacting the profession and hospitals far easier and much more productive. The 50 branch offices also note that direct calls from pharmacists have increased progressively as the program has been on the air. Nurses and attendants also feel a glow when Lederle is mentioned, for several broadcasts have placed the (Please turn to page 47) 42 SPONSOR