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S.. -SPONSOR REPORTS... SPONSOR REP
BARBASOL PROBLEMS INTERNAL
RADIO IS BOON TO "EAR-MINDED' STUDENTS
710 FM
TRANSMITTERS IN 1947
SPONSORS RETURNING TO AIR
E.T. 'S STANDARD PROMOTIONAL ITEM THIS FALL
DAYTIME COMMERCIAL PUBLIC SERVICE
NEW APPROACH TO BROADCAST SELLING EDUCATION
Barbasol's pulling out of radio (except station WNEW) was not caused by business conditions. Trade understands that President F. B. Shields' death last year created inheritance tax problems that made corporation cut all sales promotion and advertising for three to six months.
-SRWCHS-sponsored project throughout West Virginia reaffirmed that some individuals are remarkably more "ear-minded" than "eye-minded." Six hundred school teachers and 3,600 students participated in the test. Students who had been "in the seventh and eighth grades for four years" showed remarkable educational advances when they "listened regularly." Listening assignment was School of the Air (CBS).
-SRSeven hundred and ten FM transmitters will be delivered before end of 1947, which indicates that FCC Commissioner Denny's expectation last fall that 700 FM stations will be on air by that time was not
over-optimistic .
-SRReturn of General Electric 's Lamp division to air with Willie Piper (AEC), and National Biscuit Company's forthcoming sponsorship of quarter hour of Paul Whiteman's disk jockey session (also ABC) indicate that number of advertisers who have been off air for some time will be back this fall. They'll take up slack of other sponsors who are dropping well-known shows — Bristol-Myers' Alan Young, Old Gold's "Meet Me at Parky 's", and Drene's Don Ameche, to pick three at random.
-SROpen-end transcriptions made and paid for by national advertisers will be standard promotional item with most big manufacturers this fall. Recordings will be placed by local retailers with at least half national advertisers paying up to half time cost on cooperative advertising basis (percentage of merchandise bought). Most transcriptions thus far contracted are minute and 25-second spots. How-! ever, 15-minute and half-hour programs are in about-to-be-signed contract stage.
-SR
"Second Mrs. Burton," daytime serial sponsored by General Foods daily over CBS, has added family counselor to its Wednesday broadcasts starting April 30. Dr. Valeria Hopkins Parker, lecturer, physician, author, will give practical help (not as part of serial) to housewife and mother. Attempted marriage of soap opera and public service being watched carefully.
-SRRetail clinic idea was tested by KWKH with station taking key merchants by air from Shreveport to San Antonio where Joske Department Store (store that tested department store selling with NAB) served as guinea-pig for merchants. Joske executives spent two days with group. Test is one of radio's first attempts at mass education in advertising-use of medium.
SPONSOf