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In my opinion, a clever commercial lyric matched with a good melody will not face "growing public antagonism" and will always carry a selling impact. Walter Craig Vp and Radio Director Benton & Bowles, Inc.
The solution is better programing! I hope the movie version of The Hucksters (demonstrating spot radio at its worst) will not be taken too lightly by station managers, agencies, and their clients.
In buying time for a network show, the agency and client look first at program adjacencies and the network in turn looks at the proposed show to insure good programing.
Just one misplaced spot-jingle can cause a great loss to any network station's share of audience. Stations have been too anxious to sell spot-jingle time without actually knowing anything about the spot, other than the name of the sponsor. Recently we tested the use of our Listerine Tooth Paste Jingle as a replacement for the first live commercial on one of our locally-produced Quiz of Two Cities shows. We quickly expanded the "jingle" to all 26 markets because of the many favorable comments received from both management and listeners. The jingle proved to be a production improvement The "singing commercial" has been a profitable enterprise to all concerned, but its sales impact will be greatly curtailed unless serious thought is given to proper programing.
Ray H. Kremer Director of Radio Lambert and Feasley, Inc.
I disagree that singing commercials are gaining disfavor with the public. Dealing with a number of these musical spots in our own organization, we have made a private survey in the field to get the actual viewpoint of Mr. Average Layman. I found there is no growing public antagonism to singing commercials. (Please turn to page 48)
IN THE HOLE
AT BAT
X*tw THE SCORE!
WFBM is 'way out in front, with twenty-five per cent more listeners in Indianapolis than our nearest competitor!* Twenty-five is a lot of per centum.
And there are lots of people in the Indianapolis trading area — just a couple hundred thousand shy of two million people, according to a recent survey. City dwellers, suburbanites, small towners and farmers live within range of WFBM's transmitter.
Reach the rich Central Indiana market effectively — through radio. Radio in Central Indiana means WFBM, basic outlet for the Columbia Broadcasting System and a regular visitor in Indiana homes for twenty-five years.
*Total rated time periods, May-June Hooper listening index.
WFBM
INDIANAPOLIS
BASIC AFFILIATE: Columbia Broadcasting System Represented Nationally by The Katz Agency
AUGUST 1947
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