Sponsor (Nov 1947-Oct 1948)

National, for its part, is making a concerted drive to get men to go into business as Sealtest Milk distributors. They use the fact that they're radio-sold and are continuing to sell the Sealtest trade-mark as a plus in this effort. They're out to add 1000 of these new outlets in 1947 and have developed a distributor package adjustable to nearly any cash reserve for setting one's self up in business. It's a franchise arrangement which protects the new businessman and is very inviting for a man with a family — for whom the dairy business is painted as something extra special. Since the World's Fair in New York Borden has increasingly sold a new Borden trade-mark, Elsie, the Cow, on and off the air. Currently they are running a contest to name Elsie's new calf. At the same time they've discovered that a living trade-mark like Elsie has byproducts in the form of Elsie toys and Borden now has a special division called Elsie Enterprises which licenses the use of the Elsie name, etc. There are toys, baby dishes, games, and a whole roomful of juvenile products that bear the name and likeness of Elsie . . . and they're selling as well as advertising Borden. Thus, the dairy industry's use of radio runs the gamut. The products and appeals vary, which gives the man with still another slant on capturing the dairy audience a basis for arguing his case. But the failures have been too many and it's time for dairy sponsors to make a careful analysis of what clicks. Much of the record is here. THE OHIO STORY {Continued from page 24) next problem was to find a narrator to carry the major burden of tale-telling. ' Here again the need was for a performer who, like the producer, would be willing to leave lusher markets for his talents to come to Cleveland, to forsake the fleshpots, so to speak, for the sylvan beauty of one of the Cleveland suburbs. The agency found one such in Bob Waldrop, who after starting in radio 16 years ago in San Francisco had traveled around the country during the war narrating the Army War Show and later had done the Treasury Salute. Although not an Ohioan, Waldrop has on a number of public occasions frankly admitted that he's on the way to becoming one. He didn't come to Cleveland to take over The Ohio Story job without a number of misgivings— but he came and he's very happy that he did — now. (Please turn to page 72) NOVEMBER 1947 BMI T^-'^S'Ue' Hit Tunes for November (On Records) A GIRL THAT I REMEMBER bmo Tex Beneke— Vic. 20-S497 . Victor Lombardo— Maj. 7S69 . Tommy Tuck.i— Col.' AS SWEET AS YOU ^eSenO Art Lund— MGM 10072 (Peer') (Marks) COME TO THE MARDI GRAS Xavicr Cugat-Col. 37556 . Freddy Martir,-Vic. 20-2288 Victor Lombardo— Mai. 7243 . Fernando Alvares—Stg. 1 5145 Guy Lombardo — Dec. 241 56 FORGIVING YOU Me HarryJames— Col. 37588 . Johnny Johnston— MGM 1 0076 Sammy Kaye— Vic. 20-2434 . Jerry Cooper— Diamond 2084 HILLS OF COLORADO ° '° > GuyLombardo— Dec. 24179 . Robert Scott— Mercury 3069 I WONDER WHO'S KISSING HER NOW Perry Como-Vic. 20-231 5 . Ted Weems-Perry Conno-Dec, 25078 Ray Noble— Col. 37544 . Dinning Sisters--Cap. 433 ^F^k^Fre^br-^STc^^^B^ob^y^D^y^^^^^^^^ ^:;sr:il'^^;;;^^?i^w i^rT;^;;?^?^ |one 5132 Danny Kaye— Dec. 24110 . Jerry Cooper— Diarnond 2082 JeaVsablon-Vic. 25-0101 . Ben Yost Singers-Sonora 1084 JUST AN OLD LOVE OF MINE ca.pbeiPose) f::.^t^:^t:;^^^:^^^<^^^lrC::=^^l'^ Oons Day-Col. 37821 MADE FOR EACH OTHER Buddy Clark-Xavier Cugat-Col. 37939 . Monica Lewis-Sig. 1 5105 Dick Farney-Mai. ^^^l-^-^^^^Z^^X.^T' SMOKE! SMOKE! SMOKE! (That Cigarette) Tex Williams-Cap. 40001 . Phil Harris-Vic. 20-2370 !Lrnr» Welk— Dec 24113 . Deuce Spriggins— Coast 263 JoT,;ny"oTd-Col. 37I3I . 101 Ranch Boys-Security 1001 THERE'LL BE SOME CHANGES MADE Mar ) r^ u CI. —r^l ^7963 Peggy Lee— Cap. 1 5001 . Ted Weems— Dec. 25288 ^"dle lond^-ie"l'804i .^Va^s Waller-Vic. 20-2216 THE STORY OF SORRENTO ^ ° Buddy Clark-Xavier Cugal-Col. 37507 . Bobby Doyle-Sig. 1 5079 ZU-BI (Repubhc) (American) c.™m„ K««e— Vic 20-2420 . Victor Lombardo— Maj. 7263 S'y TtckT^Col.* . Art Mooney-MGM' * .S"o«ri /" he relrused BROADCAST MUSIC INC. 580 FIFTH AVENUE • NEW YORK 1 9, N. Y. NEW YORK • CHICAGO • HOLLYWOOD 57