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FEATURED RADIO PROGRAMS INC.
247 Park Ave, New York 17
WICKERSHAM 2-2700
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Write for
RATES AND CHOKE TIME
AVAILABILITIES
International Building WASH-ington 4, D. C. Telephone District 1356
THE TRANSIT WAY
(Continued from page 18)
sustaining and had to run on its own steam. (Promotion for a show owned by an independent producer receives very little build-up by a network during its sustaining days, especially when it's a whodunit with no particular prestige.) Bulldog Drummond started out for ATA with 42 stations and a real audience. It has the backing of four motion pictures a year, countless detective novels, and a long history on Mutual. And it has something else besides, Halpern points out, a week'to'week continuity of interest. Hi Brown, its producer, has The Thin Man and Inner Sanctum as well as Drum' mond on the air and knows what it takes to reach the mass audience.
Halpern's theory is that even if Spot' light could ever have developed a big audience it would have required years of listener education, and in the meantime the transit institutional story would be heard by too few ears to justify its being on the air for ATA. Drummond, on the other hand, delivers an audience from the start, an audience that likes thrillers— the mass audience that buys pulp and pocket book mysteries and that makes such shows as The Shadow (January sponsor), Inner Sanctum, Sam Spade (11.9 in competition with Charlie McCarthy), Mr. District Attorney, and FBI in Peace and War snag better than 25 per cent of the sets-in-use while they're on the air.
The ATA commercial copy continues institutional in character. It puts across the idea of "public transportation." It stresses the fact that a highway which can carry the flow of a thousand people in private cars can carry seven thousand in public vehicles. It uses a five-part appeal — convenience, speed, reliability, safety, economy.
The American Transit Association is back, it believes, to fundamentals — reaching the mass audience with a mass appeal program. Culture and prestige are grand, admits Halpern, but they belong to products that are sold listeners with upper bracket incomes. "If you want mass audiences quickly from radio," says Halpern, "you give dialers what they want — entertainment, not education."
NOW
it can be known HOOPER and CONLAN
LONG HAVE SHOWN HOW
^ KMBC
IS FIRST IN
METROPOLITAN KANSAS CITY
-AND
out in the states
LOOK AT THIS SURVEY
5,545 INTERVIEWS SHOW THAT
KMBC
IS FIRST IN
ANSWER TO THE QUESTION
Do you listen on the radio to market reports? What station?
MISSOURI KANSAS
KMBC 2,109 1,093
WDAF 1,110 489
WIBW 126 552
KFEQ 398 44
WHB 132 38
(Top five stations reported. Weighted sample base: 5,545 interviews within KMBC's 0.5 mv contour — 1% of area's radio families— BMB's "Radio Families: 1946"— conducted by Robert S. Conlan & Associates at Missouri State Fair, Kansas Free Fair and the American Royal Livestock Exposition.)
AVAILABILITY
Kansas City's Exclusive Marketcast Service
Direct from Livestock Terminal, with
BOB RILEY
Mondays thru Fridays — 12:25 p.m.
WIRE FOR DETAILS
KMBC
of Kansas City
Free & Peters, Inc.
Sines 1928 Thi Basic CBS Station (or Kansas aid Missouri
APRIL 1947
49