Sponsor (Nov 1946-Oct 1947)

Record Details:

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BEER itinuedfrom page 15) opinion group uncovered the fact that I'.iKt sold almost .1 much of the other brewers' products as it sold < 1 its own. Nik 1 it's tin onlj network program it has become an industry pace-setter. Iluii's been some feeling expressed h\ prohibitionists that the program is paid for in pari bj the brewing industry. No on< has produced any evidence ol it. The agency and Pabsl maintain that they're out to sell Blue Ribbon Beer. If beei itsell profits, well and good, but that's not the Pabst objective. Beer is legal in all 48 states although there are some local option counties which do not smile upon the brew. More than 900 stations carry beer advertising at some time during each season. There's hardly a sport that doesn't gain something from beer's advertising, from professional football to ice hockey, partly because of the broadcasts but also because beer is one of the most conscious of all industries of point-of-sale promotion. Estimates are that the beer industry spends four times the amount of money on displays, posters, coasters, and all sorts of printed matter, than any other type "KEEPING UP WITH THE WIGGLESWORTHS" 78 15 MINUTE TRANSCRIBED PROGRAMS This program, designed for teen-agers or any old-agers, boils down big ideas into simple, human terms, points out the advantage of FREE ENTERPRISE. LAUGH as Snuffy learns the hard way. Snuffy is the busiest 14 year old with the BIGGEST IDEAS. Write, Wire or Phone. of manufacturer does. Since in most states it's barred at the point of sale from displaying outdoor signs the material goes into the stores, on the bars and tables and walls . . . and it's more often than not tied into the brewer's broadcast program. Except in local option counties and in a very few stations, beer broadcasting is accepted by practically all broadcasters. The copy must be clean but the brewers wouldn't want it otherwise. MR. SPONSOR ASKS: {Continued from page 35) In fact, Mr. A. L. feels that if we must have commercials he'd rather they'd be musical, provided they are well done. Just to blow our own horn a little, and that of the Yellow Cab Companies, we've produced a Yellow Cab Jingle that has caught on around the country. From Annapolis, Md., the station manager wrote us, "We don't have your Yellow Cab spot scheduled on our morning allrequest record show. But telephone calls come in from listeners regularly requesting this singing ad . . . Local Yellow Cab drivers are peacock-proud of their snappy commercial." Granted, a few of the singing commercials around grate on listeners' ears, but only because clients have not chosen them with care: care in production, cleverness, and ability to make people remember the name of the advertiser. For instance, from this office comes a jingle-ized version of one of the most sacred of news items — the original musical weather forecasts. They've been tailormade and popular on stations all over the country with never a complaint of any sort. A clever jingle won't disturb anyone, will please many; but it must be wisely chosen. Irony of it all is that as a radio announcer I have sold products with talking words for many years. Now with my production agency I've found singing words most successful. Charles Stark Charles Stark, Inc. • £ci>xJt 19 EAST 53rd STREET at Mad. son Avenue.. NEWYORK CITY LISTENERS "TELL ALL" (Continued from page 4b) The diary formula has actually gone beyond radio in research usage. It's claimed that it can uncover practically anything any research group desires to know. Diaries are being used to reveal living habits, buying habits, and fashion habits, to mention a few variations of diary-investigated factual information. America is always willing* to tell its all to anybody asking who-w hat-where w hen-why-how. 48 SPONSOR