Sponsor (Nov 1947-Oct 1948)

•••*•••• A STAR MARKET 0/ the SOUTH * The People Combined: 1,000,000 Urban only: 131,000 Johnson City. .34,000 Kingsport 33,000 Bristol 30,000 Elizdbethton. . .20,000 Greeneville. . . 8,000 Erwin 6,000 * Radio Homes WJHL is the only full time regional station serving this area. Thirty-two BMB counties with 85,020 BMB radio homes. WJhIL is the "most listened to" in ten of its 32 BMB counties. * Buying Power Highest income bracket group in South. Richest and most thickly settled rural communities in South. * Industry Plastics Textiles Bookbinding hiardwood flooring Hosiery Rayon Silkmills Furniture Foundries And many others * Agriculture Tobacco: 100,000,000 pounds sold annually Beans: World's largest market Dairy Poultry Livestock * Tourists Heart of TVA recreation area. Gateway to Great Smoky Mountains. John E. Pearson Co. — Reps. 910Kc WJHL 5000 Watts Johnson City, Tennessee ABC Full Time ******** which competes with Dr. Christian also is holding its audience, 14.7 in 1946, 14.7 in 1947, in the first week in October. Quiet Please, the MBS sustaining program which is in the 8:30-9:30 p.m. est time period along with the other programs checked in this paragraph doubled the audience that It's Up to Youth, Seventeen Magazine's program, garnered in that slot last year (3.8 vs 1.8). Even the tougher competition doesn't explain the Dr. Chri.stian drop. However, it is pointed out also that the program that precedes it this year is the low-rating American Melody Hour which in the period studied delivered only a 6.2. Last year Campbell Soup's Jack Carson had his initial fall 1946 airing on the comparable date, nevertheless he rated 7.8 and delivered that audience to Dr. Christian. Keeping a program on all year is audience listening-habit insurance but it's also important that the program that precedes it deliver a good audience. Competition also counts, of course. Most programs that ran through the summer were low-cost programs and are expected to suffer as a new season starts and some listeners stray to sample new wares. None of the top-ranking programs stayed on through the humid months to test whether or not such a continuity of broadcasting would pay fall dividends. Eddie Cantor has promised next season to work right through the year for Pabst Blue Ribbon Beer. However, Cantor's opening season publicity is always suspect. For the past four years, for instance, including this fall, he has announced that he would have his cast memorize their lines and work in full costume in preparation for the coming of video. To date he continues to work from a script as do all his cast. September and October have had real summer weather all over the U. S. and Canada. It might have been expected that program ratings as the shows came back to the air would have suffered a great deal more than they have. It takes a Jolson, however, to change a trend — to send ratings bouncing. It takes mood programing, block sequences, to catch over 20 per cent of the radio receivers of the nation — a sequence like NBC's Tuesday night comedy round-up. Ra rings 9.4 10.7 19.8 23.0 23.0 19.2 And these are not midseason ratings but October 7 when heat waves were sweeping the nation. lii^1*-V~l.'^.' Uie/ie'6. . . . Time Program 8-8:30 Milton Berle 8:30-9 Date with Judy 9-9:30 Amos 'n' Andy 9:30-10 Fibber McGee and Molly 10-10:30 Bob Hope 10:30-11 Red Skelton Industry Farming Wealth THE RICH DOWNSTATE ILLINOIS MARKET and onlt^ . . • WMIX "Southern Illinois' Most Powerful Radio Voice" SERVES THAT ENTIRE RICH AREA 940 kc, AM 94. I mc, FM No. 2 Radio Center, Mt. Vernon, III. Your John E. Pearson man will be slad to discuss availibilities and rates with yog. NOVEMBER 1947 ^. 65