Sponsor (Nov 1947-Oct 1948)

Al Jolson down through the yc.irs without break except for summertiine replacenients. This program has had a high rating, good sponsor identification, and sold Kraft products. While the Kraft Music \ lali was setting the pace for cheese-selling, the Sealtest part of the organization fooled around with longhair music and actually left the air for five years until the Sealtest Villane Store fomiula was developed. They've stuck with this through a number of stars, always doing a good selling job at a reasonable program cost. When Joan Davis outgrew the program they kept her co-star Jack Haley and built Eve Arden. This season, as previously noted, Haley has been replaced by Jack Carson with Arden continuing with the program. By keeping one of the two stars at all times Sealtest has been able to achieve a continuity of effort. In the summer one of the stars takes a hiatus so the cost of the program is cut down to summer-audience size and Sealtest selling runs merrily along. Sealtest has local cut'ins on the Villafie Store program for local brand names throughout the country for as National Dair> has abs(jrbed local brands it has not eliminated the local brand name but simply added the Sealtest label to the local package. In August 1941 Kraft added a second program to its air advertising, taking the Gildersleeve character from Fibber McGee and Molly to build a program of its own. FOR KIDULTS FOR CHRISTMAS! )> ^ i The KOR.\LITES With Their Famous Choral Speaking — Famous Impersonations of: KAY KYSER as "The Pied Piper" uho jound Hamelin a real rati "Boomlown". U . C. FIELDS as "King Midas" and BABY SNOOKS as the little girl he tamed to gold. CINDERELLA, HANSEL AND GRETEL, et al— They're all in this series of 60 quarier-hour episodes. Transcribed and dramatized trom age old fables — ^ Yet as new and bright ^ as the NEW YEAR coming! For an audition disc and success stories. WRITE 19 EAST 53r(J STREET.. .NtWYORK CiTY With the exception of summer hiatus periods Gildersleeve has continued on the air selling Parkay Margarine and Kraft cheeses. National Dairy spends over $2,500,000 for radio advertising as against around $500,000 for magazines. Its success with its three programs, however, does not deter its member companies from broadcasting their own programs. Sheffield's inexpensive Guess W/io (WOR, New York) filled the Madison Square Garden for one broadcast and played Loew's State — with plenty of commercial billing for the name Sheffield. As National Dairy's use of the air has been stable, Borden's has been just as erratic. Borden nationally has sponsored ever>thing from Magic Recipes to its present Mark Wamow and County Fair. Its gamut has included: Household Institute ;NBC 1932 Magic Moments Blue 1933 Leo Reisman Orch NBC 1933 Magic Recipes CBS 1934-35 45 Minutes in Hollywood CBS 1934 Bea Lillie Blue 1935 Hughes Reel NBC 1938 Fannie Hurst Blue 1944 Ed W>nn ABC 1944-45 Borden Show ABC 1945 County Fair CBS 1945 (to date) Jerry Wa>T)e CBS 1945 Ginny Simms CBS 1945-47 Tomm\ Riggs CBS 1946 Arthurs Place CBS 1947 Mark Wamow CBS 1947 (to date) Of these only County Fair may be said to be an outstanding success. It's a daytime People Are Funny ■■ Truth or ConsC' quences sort of program, inexpensive, with a fair Hooper (current 5.3) that usually ranges midseason from 6 to 7. That's good for a daytimer that's on only once a week. Although Borden has been unable, except in the case of County Fair, to hit a program that delivered a habit of listening, ever>' one of their programs has had some listening and has therefore sold Borden products. They admit that they don't know exactly what will sell milk and dairy products but they also point out that the> 've been in broadcasting for a long time and the compan\ has constantK' grown in gross business and profits. Unlike National Dairy they have a national trade name, Borden, that goes on ever\thing the\ sell from their instant coffee to their Eagle Brand Condensed Milk. Also unlike National Dairy, Borden owns its own outlets and distributors. 56 SPONSOR