Sponsor (Nov 1946-Oct 1947)

Typical of East Lansing residents is Ed Vandervoort (above) who likes his fishing and owns sporting goods stores in town Lee Picketing is representative of today's college students. He's 21 , a business administration junior, ex-Marine and married The sample of both town and school used in this survey was 10 per cent. Six hundred and thirty-nine of the 7,000 residents of East Lansing answered the survey and 874 of Michigan State's 9,000 resident students returned their questionnaires. All the returned questionnaires indicated that the respondents owned radio receivers, « hich is consistent with the fact that according to the 1946 Broadcast Measurement Bureau survey 98.3 of the homes in the Lansing area have radio receivers. East Lansing being a relatively wealth) suburban area, it was not unexpected that listening was lower than it was in the industrial town of Lansing propel . Hours per day of radio usage in Lansing, East Lansing, and on the Michigan State campus, as developed by the survey, are as follows: Lansing East Lansing Campus 5.9 hours 3.3 hours 3.5 hours unpus and town agree not only on the "too many commerc ials" question but also in their reaction to the length ot commercials. Three out of four in each group said "too long." The relative voting was: Obviously broadcasting hasn't sold its listeners on radio advertising's being a service. Other advertising media have done an effective anti-radio-advertising promotional job both to consumers and to national and local advertisers. Also, users of radio advertising have permitted their use of the medium to, like Topsy, just grow. Only recently have advertisers and their agencies begun to check the impact of air advertising copy. A great many radio program builders feel that the ideal commercial is the integrated one. The respondents in this survey think otherwise. Miles Laboratories in a study some years back discovered that integrated commercials did not pay off for them, although more recent studies made by Schwerin Research for the Alka-Seltzer organization have indicated that less blatant integrated copy should sell better than the typical patent medicine approach used in the past. Townspeople want their commercials separate from their programs by a vote of three to one, the dormitory crowd two to one. They voted in the following manner: i <>« n ( impu roo thon 0 i 1 UmHM riiilll 15.4 M 1 loo Konf 7 1 (, 71.1 1 HM 1) Campua Integrated M 6 31.5 Separate 75 i 68.5 Thev feel much the same way about having newscasters do the commercials, the campus reacting even more negatively, with the voting in the following fashion : Town Campus Yes 23.7% 21.7% No 76.3% 78.3% Town and campus fell out on the subject of how they w-ould like commercials handled. The college group want a laugh with theirs, many home folk want theirs straight. The questionnaires tallied like this: Town Campus Straight 47. t, 29.2 Humorous 38.1% 61.8 Singing 14. 3 9 I The normal expectancy is for youth, even if beyond normal college age, to enjoy a light approach and it's just as normal to expect the adult listener, settled and living in a suburban town, to desire factual straight down-to-earth handling. While college and townspeople feel very much alike about various aspects of advertising on the air. when it comes to favorite programs they differ two out of three times. They are bound together only by a mutual love of baseball. Michigan is a sports hotbed and baseball leads all other sports in the Motor State. It is *4 SPONSOR